Vorsprung durch Technik is a famous phrase in the automotive industry. In 2020, Audi further refined its global brand strategy, bringing forth a new, clear statement for Vorsprung.
With a new brand design, Audi initiated the next stage of development in its brand management. The attitude of ‘progressive premium‘ became clearly visible, and the quality of the brand identity was enhanced.
Future is an ATTITUDE
The brand is moving significantly closer to the customer and offers a brand experience that is tailored to the target groups. One key feature is for the first time, the Audi rings are to be used in communications flexibly and with varying line thicknesses. The ‘Audi Type’ typeface that is characteristic of the brand is also now freely scalable with a new variable font.
MODULAR
DESIGN
Inspired by atomic design, we developed a modular design system that can be used in various ways.
Developed to be media-neutral but thoroughly digital at heart, it employs modules matched up with each other in various ways to enable the Audi brand to be presented precisely and consistently at all customer touchpoints.
Different components are used in different applications. The result: Greater creative diversity and a consistent experience across all touchpoints.
For creative and agile handling of the brand, we worked with Audi to design a digital brand portal that is blazing a trail for the entire industry.
Each element can be experienced interactively, while there are numerous examples that act as sources of inspiration and convey the essentials – all publicly accessible.
Moreover, it is structured in such a way that creative minds can get started straight away, acting as a living style guide that is constantly being updated across all touchpoints with input from designers and programmers from all over the world.
THE SOURCE
OF TRUTH
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