Identity

A new concept of corporate design

Our challenge for Audi was to create a design experience that was pared back visually in terms of scalability and application – while maintaining the brand's tangible presence in every interaction. For Audi, this means liberating the logo from its fixed position. Two shades of red become one. Different weightings are blended to achieve equality. Typography is more flexible. The allocation of space is more generous.

Everything can breathe more freely. Including the user.

DesignStyleguide

The principle

of freedom

Thought processes guided by the concept of "Digital First" make rigid CD manuals a thing of the past. They are replaced with a vibrant platform that supports users with interactive tools. The Audi style guide is openly accessible on-line. The design elements in the Graphical User Interface Kit, or GUI Kit, allow all digital interfaces to be created in a consistent and functional manner.

This freedom results in a consistent brand experience.

DesignIdentity

Design in every

detail

The need to strike the right balance between usability and identity was a recurring theme throughout the development process. One of our solutions: an entire library of technology-related icons as well as useful components rendered as functional pictograms.

Self-explanatory, flexible and available at all times to bring Audi to life in the digital domain.

Rings

Icons

Colors

Weiss

Schwarz

Aluminium Silber

Rot

Warmes Silber

Grautöne

Typography

Audi Type Extended Bold

Audi Type Extended Normal

Audi Type Screen Bold / Audi Type Bold

Audi Type Screen Normal / Audi Type Normal

Audi Type Screen Light

Audi Type Bold Italic

Audi Type Italic

Audi Q8 / Concept Navigation

Toolkit / Navigation Examples

DesignAnimation

Design in

motion

Even the seemingly invisible yearns to be expressed in design. The animation curve transfers the dynamic Audi character to all movements in the brand experience.

Powerful acceleration at the start; swift deceleration at the end.