The starting point for Audi’s new corporate design was to take an interdisciplinary approach to developing design principles for all analogue and digital media. Three agencies worked closely with AUDI AG to create an overarching visual identity designed to be »digital first«. Our idea: Introduce dynamic principles instead of complicated CI rules – and create creative freedom. This allows the brand to engage in dialogue with people quickly and flexibly across all touch points.

We established a dynamic, open system of creative variety based on the principles of versatility, authenticity and balance. Key design elements shape and communicate the brand identity, promoting a vibrant dialogue across all touch points. Simple design principles, including unlimited logo placement options, equally weighted brand colors, imagery reflecting real life situations, and a vivid typography, replace complicated rules.

The new logo ending incorporates the solid rings as a dynamic element in video content. They may appear anywhere throughout the film. As such, the brand is becoming part of the content.

The brand portal we designed to communicate the new CI has gone online in early 2017. It is accessible to everyone – an innovation in the automotive industry, and a symbol of new openness.