A rounded typeface did not exist at the time, it had to be developed. The new typeface should not be sans serif as the Futura, and it should not be serif as the Times. Volkswagen at the time had Futura as their typeface. Finding a distinct typeface was an integral part. GGK Düsseldorf, was tasked with the branding concept. Eventually, Volkswagen intended to use this umbrella as the name of their holding company: General Motors in reverse. The new dealer organization, financial services, and all other non-car related activities were to come under one branded umbrella. They also envisioned selling a multitude of brands under giant dealer roofs. They envisioned buying several car companies to round out their offerings. In the following years, Volkswagen AG re-thought their future strategy. In the early 1970's, the dealer organizations of Volkswagen and Audi merged. In 1964, Volkswagen AG bought Auto Union GmbH from Daimler Benz. The typeface was conceived in a general overhaul of Volkswagen's corporate identity. The typeface was used for the Volkswagen and Audi Dealer Organization, and for all non-car related activities of Volkswagen, such as the V.A.G Bank and V.A.G Leasing. Australian retailer Big W has changed their logo (previously in Helvetica Neue) to light blue VAG Rounded. has been utilizing the typeface on the keyboards of their line of notebook computers since 1999, with the release of the first-generation iBook, and on their desktop keyboards since August 2007. Volkswagen ended its use of the VAG Rundschrift family in the early 1990s.Īs of 2007, VAG can be seen on T-Mobile USA literature. It features rounded termini on all strokes. Font Name VAG Rundschrift D Font Font Family VAG Rundschrift VAG Rundschrift Glyphs 468 Copyright Copyright 2010 URW++ Design & Development Price $19.95 Description VAG Rundschrift or VAG Rounded (Rundschrift is German for round writing) is a geometric sans-serif typeface designed in 1979 by Sedley Place as a corporate typographic voice for the Volkswagen AG motor manufacturer.