For decades Audi’s logo has served as an unassailable icon of prestige, and with it, a rigid set of rules. But times are changing, and so do brands. Why not use this change of an era to initiate a change of design at the same time?
»We developed the Audi CI in line with the challenges posed by the latest advancements in the digital space. We no longer make a distinction between digital and analogue channels. This move allows us to implement our projects more quickly and flexibly.«
Simone Labonte
Audi Brand Identity Director
With the new Audi brand, the Audi logo is supplied as open source, so everybody could use it and integrate it in their own personal message. Thus, the brand is immersing itself in the dialogue with its customers. 170 countries are working with it around the globe, following the look & feel as well as the brand identity.
The motion branding of Audi was made in connection with the brand redesign. With the same dynamic characteristics in mind, the logo ending symbolizes Audi’s new adaptiveness. Within the animation, the iconic “four rings” of Audi merges with the content of the film. The generating rings is a strong differentiator for the brand, and also creates a clear branding and recognizability in Audi’s overall communication.
Although everything is constantly changing, we don’t always perceive the small and big differences immediately. Then a new perspective can help. For the presentation of Audi’s innovative mobility concepts at the IAA 2013, Blackspace developed just that. A change of perspective and at the same time, a completely new city hanging upside down on 3400 square meters.
Suddenly, the change in mobility was no longer general, but individual and diverse. Intelligent and sustainable innovations were made truly perceptible. This change of perspective not only helped to present the future of mobility, but it showed once again why it is sometimes worth looking at things with a new eye in order to perceive change.
Movement creates a change in space and thus in our perception. But if you place an Audi Q3 in a mirrored cube in a mirrored cube in the middle of Barcelona, you can observe a similar effect. Suddenly, spatial boundaries shift into infinity. Spaces expand and make visible what was previously hidden. The outside becomes the inside, and the inside becomes a borderline experience at the interface between analogue architecture and its digital extensions.
Movement creates a change in space and thus in our perception. But if you place an Audi Q3 in a mirrored cube in a mirrored cube in the middle of Barcelona, you can observe a similar effect. Suddenly, spatial boundaries shift into infinity. Spaces expand and make visible what was previously hidden. The outside becomes the inside, and the inside becomes a borderline experience at the interface between analogue architecture and its digital extensions.
What do you do when you have nothing to hide and everything to show? Exactly. You design a projection screen made from 18,000 meters of fishing line, whose ten layers both provide a stunning view of the picturesque old town of Ibiza and serve as an ideal screen for the media broadcasts of the Audi Sales Awards. Quite simple, really.
Interesting stories usually start strong and gain intensity. Of course, it is the same with a brand like Audi Sport. After all, brands and stories are almost inseparable. The new logo opener and logo ending has a sharper and more intense appearance. By changing from a static sign to a dynamic logo, Audi Sport now follows the dramaturgy of a vibrant story even more. Clear, bold, visible to all. This way, Audi Sport became a “moving brand”.
Anyone who thinks adults are no longer as easy to impress as children should take a look at the presentation of the Audi TT in a steep curve with a 58-degree incline in front of 5,000 guests. Admittedly, this event made it really easy for the adult audience to get excited. How could it be any different with a roadway that not only acts as a 180-degree canvas, but also four Audi TTs as cars for a personal test drive live, in the steep curve?
