Audi’s new emblem is a ringer for the outdated one

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, but it surely encompasses 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,” stated model designer André Georgi. “The skinny black border across the rings makes for a constant, premium-quality look, whatever the automotive’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 response to model strategist Frederik Kalisch.

One other consideration, he stated, is to make sure that the brand “performs” properly on digital screens, “primarily 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 numerous different producers, together with Normal Motors, BMW, and Audi’s sister model, Volkswagen.

The unique Audi emblem dates again practically 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 agency was named Auto Union AG.

Subsequently, the model title Audi took middle stage on its autos: first in brown, then in purple. Beginning in 1978, a black oval with white lettering characterised the model id. Within the Nineteen Nineties, the corporate as soon as once more focused on the rings, this time with a three-dimensional look.

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