New 2009 Audi logo.
July 5, 2010.
Precise and groundbreaking: Audi has won gold in the coveted “Corporate Design Award”. This is a pleasing endorsement, as the brand’s refined visual identity had already received an award from the German Designer Club. And Audi also chose the perfect time to unveil its new identity: 2009, the year of the brand’s 100th anniversary.
“Audi has made enormous progress over the past few years,” explained Sven Schuwirth, Head of Brand and Sales Development at AUDI AG. “This is due in no small part to our high design standards, which are of course also reflected in brand communications.” The new visual identity reinforces the brand message: “Vorsprung durch Technik is the leitmotif for our corporate design, too.”
In terms of color, the refined brand identity is dominated by aluminum silver. This is a color that represents Audi’s core competence of lightweight design more than any other. And there is also a new typeface, created by the typographers Paul van der Laan and Pieter van Rosmalen, whose “Audi Type” was the winner of an international competition.
The four rings remain the central element of the brand identity, but their design is now more modern and more precise. They can also be seen on the radiator grille and the rear of all new Audi models.
Two agencies contributed to the new brand identity: Mutabor Design from Hamburg developed the corporate design for advertising, the TV ending, literature and picture style. MetaDesign from Berlin designed the basic elements: the logo and colors.
This is the 13th time that the “Corporate Design Award” has been presented. 39 projects were nominated, with only six receiving gold. A panel of experts from agencies, design offices, media and science honors outstanding launch or relaunch projects every year.
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