Audi Design & Branding AUDI PRIMARY SIGNAGE by Mutabor Design

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Industry Cars
Media Design & Branding
Market Germany
Agency Mutabor Design
Art Director Holger Schardt
Released September 2009

Credits & Description

Category: Point of Sale
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)
Project Manager: Manuela Schneider (Audi AG)
Executive Creative Direction: Heinrich Paravicini (Mutabor Design GmbH)
Creative Direction: Paul Neulinger (Mutabor Design GmbH)
Client Service Direction: Andreas Koch (Mutabor Design GmbH)
Art Direction: Holger Schardt (Mutabor Design GmbH)
Art Direction: Andrea Wald (Mutabor Design GmbH)
Media placement: Board 1 - Leipzig - 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 Pylon is both a ‘visiting card’ and a ‘signpost’, and has to meet the requirement of communicating progressiveness. It should embody the brand values ‘high-quality’, ‘sporty’ and ‘progressive’ to strengthen the brand’s pithiness, emanate distinctness with regard to the competitors, and generate desire amongst the dealers. It has to provide information as well as orientation and be effective from a distance, both day and night.

Describe the brief from the client
To mark its brand centenary, Audi is relaunching its corporate design. Concentrating on the brand essence “Vorsprung durch Technik”, the brand’s new visual identity reflects the self-image of a progressive premium brand. The primary signage in the dealership is the business card and navigation system for the Audi brand. Aluminium lightweight design is a core competence of the Audi brand. For this reason, aluminium is used in both the façade of the Audi terminal – the architectural concept for dealerships – and the new Audi pylon.

Describe how you arrived at the final design
The primary emphasis should correspond to the new focus of the brand’s progressivity and create a new design at the old price! This was made possible by using the latest technology and intelligent design. Through the ‘rotation’-symmetrical construction of the pylon body, the demand for the essential creative feature, ‘dissymmetry’, was met. The front and back are built out of the same material. Furthermore, all the components, such as the light strip, have been standardised and are made out of one and the same semi-finished product for all pylon sizes.

Give some indication of how successful the outcome was in the market
Audi dealers have to pay for the architecture and signposting themselves. The interest and demand it has generated is vast. The number of orders is far higher than initially expected. Worldwide, the Audi Pylon is currently being offered in three sizes. The aim is to gradually phase out the old primary characteristic in favour of the new Pylon. The Pylon has already successfully asserted itself at international design competitions.