4 intertwined rings have symbolized the origins of the Audi manufacturers for practically a century. Now a brand new graphic design is in play: It’s nonetheless 4 rings, nevertheless it incorporates a 3D look 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,” mentioned model designer André Georgi. “The skinny black border across the rings makes for a constant, premium-quality look, whatever the automobile’s paint or radiator grille shade.”
About three years in the past, Audi designers ran with the concept to “flatten” the brand — a glance it has come to name “Audi Kind” — “to make sure a constant model presence throughout all buyer touchpoints,” in line with model strategist Frederik Kalisch.
One other consideration, he mentioned, is to make sure that the brand “performs” properly on digital screens, “basically to depict the rings in a fashion that suited the medium. Three-dimensionality on two-dimensional shows wouldn’t have met our technical and aesthetic necessities.” The so-called flat look has currently been adopted in logos from quite a lot of different producers, together with Common Motors, BMW, and Audi’s sister model, Volkswagen.
The unique Audi emblem dates again practically a century, symbolizing the merger of 4 car producers based mostly within the German state of Saxony: Audi, DKW, Horch and Wanderer. The brand new agency was named Auto Union AG.
Subsequently, the model identify Audi took heart stage on its autos: first in brown, then in crimson. Beginning in 1978, a black oval with white lettering characterised the model identification. Within the Nineties, the corporate as soon as once more focused on the rings, this time with a three-dimensional look.