Living progressivity, inside and out.

Audi brand relaunch 2009

Audi Markenrelaunch 2009

Task

Audi is con­sidered the brand with the best auto­motive design and is on its way to becom­ing the world’s leading premium car manu­facturer. For the centen­nial anni­versary in 2009, a new corporate design was to be presented that em­bodies this new strategic goal.

Audi Markenrelaunch 2009
Audi Markenrelaunch 2009

MUTABOR designed and pro­duced a new TVC ending as well as a motion brand­ing guide­line for moving-image and online formats; both are still being used today.

Audi Markenrelaunch 2009

Idea

With a focus on the “Truth in Engineering” brand core, the new appearance reflects the con­fidence of a progres­sive premium brand. “Pure & Clean”, the theme of this corporate design, stands for techno­logical com­petence and for Audi’s high design stan­dards.

Audi Markenrelaunch 2009
Audi Markenrelaunch 2009
Audi Markenrelaunch 2009
Audi Markenrelaunch 2009

Process

Back in 2006-2008, a fur­ther develop­ment of the Audi brand identity within the frame­work of car shows was already tested in cooper­ation with MUTABOR. The consis­tent simpli­fication of the color code, the adap­tation of the vehicle design language to the stylistic ele­ments of trade shows and an applied purism were the precur­sors of the new corporate design.
In close cooper­ation with the Audi brand strategy and corporate identity, the further develop­ment of the brand was driven forward by a process that lasted roughly twelve months. This resulted in the creation of numer­ous guide­lines and strategic brand plan­ning docu­ments. In the ensuing execution phase, inter­national agencies and partners were trained in putting the new identity into practice across all media. MUTABOR managed the individual develop­ment processes up to pro­duction maturity, including the new TVC ending and signage develop­ment for sales and buildings.

Solution

The new Audi CD show­cases the visual found­ation of the brand and the products, while focusing on the re­designed Audi rings. The CD uses a radical color code and relies on the alu­minum silver typical of Audi and on a new silverish visual con­ception, which provides a fitting stage for the modern Audi design. A progres­sive but simple layout principle ana­logous to the car design was used as a plat­form for the redesign of all of Audi’s media. The “Pure & Clean” theme was consistently imple­mented in all areas of the brand presence, inclu­ding for the Audi pylon, for trade show appear­ances, vehicle models and product presen­tations.

Result

Audi’s brand presence is now at eye level with the product and is pointing in a progres­sive direction. Audi is also becom­ing a signa­ture brand, which is reflected in the brand value rankings. According to Inter­brand, the Audi brand value has increased by 55% since 2009.

Collaborating Partners

  • MetaDesign AG, Andreas Keller