German automaker Audi has unveiled a flat, simplified version of its distinctive four-ring logo, making it the latest in a line of automotive brands to simplify their logos.
Audi’s four rings have been kept in the same formation, but no longer raised and stripped of their shiny chrome color. From now on, the rings are either white and framed with a thin black border, or dark gray with black borders.
The rebranding means Audi joins car brands Volvo, Nissan and Vauxhall, among others who have also swapped three-dimensional logos for two-dimensional versions.
According to the company, the streamlined logo was created as part of a rebranding aimed at increasing consumer appeal and popularity. It will be rolled out to all new Audi vehicles.
“The new two-dimensional look gives our rings a significantly more modern and even more graphic makeover, although their geometry is almost identical to the old ones,” said André Georgi, Head of Design at Audi.
“We want the four rings to look the same everywhere in the future: whether in a magazine, on your smartphone or on a billboard – and on or inside the car,” he said. he continued.
“As a progressive premium brand, Audi targets modern customers who appreciate high-quality design and attention to detail,” added Frederik Kalisch, Audi brand strategist.
Audi, which means listen to Latin, believes the new colorway is clearer and more easily identifiable compared to differently colored car grilles and backgrounds.
“The thin black border around the rings gives a consistent, premium appearance, regardless of the paint or grille color of the car,” explained Georgi.
“We consistently keep it chrome-free with a high-contrast black-and-white look,” he said. “By optically brightening the logo, white gives the rings a premium, flat appearance that still appears three-dimensional in detail.”
Described by the brand as “the most famous rings in the world – apart from the Olympic rings”, the original Audi logo was designed in 1932.
Each ring represents one of four independent car manufacturers – Audi, DKW, Horch and Wanderer – which merged to become Auto Union AG in Saxony during the global recession of the 1930s. The logo is designed to symbolize “the inseparable unity of four founding companies”.
The original Audi logo had been changed slightly in previous redesigns, but the rings have remained unchanged in all logos throughout the brand’s 90-year history.
Flattened rings first appeared in digital contexts such as online marketing communications in 2016 “as a result of digitization”.
“Our vision is to move corporate identity from the digital realm to our vehicles and standardize vehicle identification across all models,” Georgi said.
Volvo, which updated its Iron Mark logo to a flat, less colorful version last year, as well as Toyota, which launched a two-dimensional logo as part of its agency rebrand. The partnership.
Imagery courtesy of Audi.