Living progressivity, inside and out.
Audi brand relaunch 2009
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.
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.
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.
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.
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.
- MetaDesign AG, Andreas Keller