Audi’s new brand is a ringer for the previous one
4 intertwined rings have symbolized the origins of the Audi manufacturers for almost a century. Now a brand new graphic design is in play: It’s nonetheless 4 rings, but it surely includes a three-D glance in two dimensions, freed from chrome and in high-contrast black-and-white.
“The readability of the brand new black and white rings makes our company identification unmistakable,” stated emblem clothier André Georgi. “The skinny black border across the rings makes for a constant, premium-quality look, without reference to the auto’s paint or radiator grille colour.”
About 3 years in the past, Audi designers ran with the theory to “flatten” the emblem — a glance it has come to name “Audi Kind” — “to make sure a constant emblem presence throughout all buyer touchpoints,” consistent with emblem strategist Frederik Kalisch.
Any other attention, he stated, is to make sure that the emblem “performs” effectively on virtual displays, “necessarily to depict the rings in a fashion that suited the medium. 3-dimensionality on two-dimensional presentations wouldn’t have met our technical and aesthetic necessities.” The so-called flat glance has in recent years been followed in trademarks from plenty of different producers, together with Normal Motors, BMW, and Audi’s sister emblem, Volkswagen.
The authentic Audi brand dates again just about a century, symbolizing the merger of 4 car producers primarily based within the German state of Saxony: Audi, DKW, Horch and Wanderer. The brand new company used to be named Auto Union AG.
Due to this fact, the logo identify Audi took middle level on its cars: first in brown, then in pink. Beginning in 1978, a black oval with white lettering characterised the logo identification. Within the Nineteen Nineties, the corporate as soon as once more concentrated at the rings, this time with a third-dimensional glance.