Audi rebrands with “significantly more modern” flat logo

German auto producer Audi has unveiled a flat, simplified model of its distinctive four-ringed logo, making it the newest in a line of car manufacturers to simplify their logos.

Audi's 4 rings have been saved in the identical formation, however they're not raised and have been stripped of their shiny chrome color. Now, the rings are both white and framed by a skinny black border or darkish gray with black borders.

The rebrand means Audi joins automobile manufacturers Volvo, Nissan and Vauxhall, amongst others which have additionally traded in three-dimensional logos for two-dimensional variations.

A silver car with the new Audi logoA silver car with the new Audi logo
Audi's up to date emblem is two-dimensional

In response to the corporate, the simplified emblem was created as a part of a rebrand that goals to strengthen attraction and recognition amongst shoppers. Will probably be rolled out on all new Audi autos.

"The brand new two-dimensional look provides our rings a considerably extra fashionable and much more graphic makeover, though their geometry is nearly an identical to the previous ones," stated Audi head of design André Georgi.

"We would like the 4 rings to look the identical in all places sooner or later: whether or not in {a magazine}, in your smartphone, or a billboard – and on or contained in the automobile," he continued.

"As a progressive premium model, Audi targets fashionable prospects who worth high-quality design and a focus to element," added Audi model strategist Frederik Kalisch.

A large silver car in a car parkA large silver car in a car park
Its chrome color has been modified to black and white

Audi, which suggests to hear Latin, believes that the brand new colourway is clearer and extra simply identifiable in opposition to in another way colored automobile grilles and backgrounds.

"The skinny black border across the rings makes for a constant, premium-quality look, whatever the automobile's paint or radiator grille shade," defined Georgi.

"We're maintaining it persistently freed from chrome with a high-contrast black-and-white look," he stated. "By optically brightening the emblem, the white lends the rings a flat, premium-quality look, which nonetheless seems three-dimensional intimately."

An original Audi logo posterAn original Audi logo poster
The unique rings characterize Audi's 4 founding automobile manufacturers

Described by the model as "probably the most well-known rings on the earth – other than the Olympic rings", the unique Audi emblem was designed in 1932.

Every ring represents certainly one of 4 particular person impartial automobile producers – Audi, DKW, Horch and Wanderer – that merged to grow to be Auto Union AG in Saxony throughout the world recession within the Thirties. The brand is designed to symbolise the "inseparable unity of the 4 founder firms".

The unique Audi emblem had been barely altered in earlier redesigns however the rings remained unchanged in each emblem all through the model's 90-year historical past.

Flattened rings first appeared in digital settings corresponding to on-line advertising and marketing communications in 2016 "as a consequence of digitalisation".

A white and black Audi car logoA white and black Audi car logo
The rebrand goals to draw fashionable shoppers

"Our imaginative and prescient is to maneuver the company identification from the digital space onto our autos and to standardize automobile identification throughout all fashions," Georgi stated.

Different automobile manufacturers choosing flat designs to higher go well with a contemporary buyer are Volvo, which updated its Iron mark logo to flat, less colourful version last year, in addition to Toyota, which launched a two-dimensional logo as part of its rebrand by agency The&Partnership.

The imagery is courtesy of Audi.



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