Audi Updates 4 Rings Brand: Flatter, Extra Versatile Look

Audi’s brand has gotten a makeover — or no less than up to date its look. In fact, the 4 interlocking rings stay, however they’re noticeably flatter. The previous chrome look has additionally taken a hike, changed with white rings on a black background. It’s meant to pop, and Audi says it’s imply to be, “Fashionable, however not modern.”

Audi admits that this brand is in step with the present two-dimensional pattern that’s sweeping the automotive business. Look to Audi’s sister firm, Volkswagen, who received in on the flat-action when it up to date its brand.

“Two-dimensional rings originated at Audi in 2016 as a consequence of digitalization, basically to depict the rings in a fashion that suited the medium,” says Frederik Kalisch, Audi model strategist. “Three-dimensionality on two-dimensional shows wouldn’t have met our technical and aesthetic necessities. So, we opted for a 3D look.”

This newest brand iteration, first introduce on the brand new Q8 E-Tron, was designed to look the identical regardless of the place you noticed it. Audi needs the 4 rings to look comparable whether or not they’re on a automotive, a digital cockpit, a smartphone or a billboard.

“The readability of the brand new black and white rings makes our company id unmistakable. The skinny black border across the rings makes for a constant, premium-quality look, whatever the automotive’s paint or radiator grille shade. And prospects can proceed to go for our new rings in black,” André Georgi, Audi model designer mentioned. “This variation replaces the white with a darkish grey that appears like high-gloss black.

The Audi brand itself is sort of a century previous. It dates again to when 4 German firms: Audi, DKW, Horch and Wanderer all joined as much as type Auto Union. About 100 years later the 4 interlocking rings are nonetheless going robust.