Audi Design & Branding AUDI CORPORATE DESIGN by Metadesign, Mutabor Design

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Industry Cars
Media Design & Branding
Market Germany
Agency Metadesign
Agency Mutabor Design
Released September 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: AUDI
Product/Service: AUDI
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: MUTABOR DESIGN, Hamburg, GERMANY
Corporate Identity, Brand Development: Jutta Frisch (Audi AG)
Project Manager: Bruno Redelberger (Audi AG)
Executive Creative Direction: Heinrich Paravicini (Mutabor Design GmbH)
Executive Creative Direction: Johannes Plass (Mutabor Design GmbH)
Executive Creative Direction: Uli Mayer-Johanssen (MetaDesign AG)
Creative Direction: Paul Neulinger (Mutabor Design GmbH)
Creative Direction: Thomas Klein (MetaDesign AG)
Client Service Direction: Andreas Koch (Mutabor Design GmbH)
Client Service Direction: Michel Gabriel (MetaDesign AG)
Art Direction: Andrea Wald (Mutabor Design GmbH)
Art Direction: Wolfgang Strack (MetaDesign AG)
Art Direction: Anke Martini (MetaDesign AG)
Design: Börries Müller-Büsching (Mutabor Design GmbH)
Design: Stefan Bräutigam (Mutabor Design GmbH)
Design: Steffen Granz (Mutabor Design GmbH)
Design: Finn Sienknecht (Mutabor Design GmbH)
Design: Jörg Dengler (MetaDesign AG)
Design: Hanna Huber (MetaDesign AG)
Design: Isabelle Birebent (MetaDesign AG)
Media placement: Board 1 - Worldwide - 01.09.2009

Describe the challenges and key objectives
Audi enjoys the reputation of being the brand with the best automobile design and is advancing to become the world’s leading premium manufacturer. The new Audi Corporate Design aims not only to embody this new brand claim but also to reflect the strategic objectives. The task of the corporate design is: To communicate the brand core 'orsprung durch Technik' and to position Audi as the 'progressive premium brand'.

Describe the brief from the client
To mark its brand centenary, Audi is relaunching its corporate design. Concentrating on the brand essence 'Vorsprung durch Techni', the brand’s new visual identity reflects the self-image of a progressive premium brand. Brand-defining elements such as Aluminium Silver, the 'extended' typography and the asymmetrical design principle are being reinforced. The aim is to implement these characteristics, derived from the brand values, across all media and to make them consistently tangible.

Describe how you arrived at the final design
The four rings are the central element. With their more modern, sophisticated and precise design, they are combined with the brand essence to make a clear statement. 'Audi - Vorsprung durch Technik' is written in a new, exclusive typeface – Audi Type. The red Audi lettering will now be the element that links all Audi products and services, without competing with the rings. Pure & clean as a synonym for technological expertise and the design standards for which Audi is famed is a leitmotif of this corporate design. The stringent use of Aluminium Silver and White, in conjunction with the striking typography, consistently visualises these standards in all media.

Give some indication of how successful the outcome was in the market
With obvious focus on the product and consistent alignment of the way Audi’s typical progressivity is communicated, Audi’s new corporate design embodies the leading premium car brand’s vision. Already the introduction of the initial communication guidelines has led to the international Audi agencies welcoming the design tool upgrade with open arms, thus ensuring a worldwide consistent brand identity. Also within the company, the new Audi PPT template, the new Audi fonts and the new colour schemes have created a consistent and cool way of promoting the Audi image. The brand design unravels where representatives of the brand have long seen themselves.