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 contains 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 id 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 color.”
About three years in the past, Audi designers ran with the concept to “flatten” the logo — a glance it has come to name “Audi Kind” — “to make sure a constant model presence throughout all buyer touchpoints,” based on 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 way 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 these days been adopted in logos from quite a few different producers, together with Basic Motors, BMW, and Audi’s sister model, Volkswagen.
The original Audi logo dates back 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 title Audi took center stage on its automobiles: first in brown, then in purple. Beginning in 1978, a black oval with white lettering characterised the model id. Within the Nineties, the corporate as soon as once more focused on the rings, this time with a three-dimensional look.
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