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The new Audi logo is a ringtone for the old

The four interlocking rings represent the origin of audio brand for nearly a century. Now a new graphic design is in use: Still four circles, but with a two-dimensional 3D look, no chrome, and high-contrast black and white.

“The clarity of the new black and white rings makes our corporate identity unmistakable,” said the brand designer. Andre Georgi. “The thin black trim around the rings creates a consistent, high-quality look, regardless of the vehicle’s paint color or grille. color.”

About three years ago, audio Designers run with ideas to “flatten” the logo — the interface it calls “Audi Type” — “to ensure a consistent brand presence across all customer touchpoints,” according to the brand strategist Frederik Kalisch.

Another consideration, he said, is to make sure the logo “plays” nicely on the digital screen, “essentially to depict the rings in a way that’s appropriate for the vehicle. Three-dimensionality on a two-dimensional display would not meet our technical and aesthetic requirements.” The so-called flat look has recently been adopted in the logos of several other manufacturers, including common engine, BMW carand sister brand of Audi, volkswagen.

The Audi’s original logo predates nearly a century, symbolizing the amalgamation of four car manufacturers based in the German state of Saxony: Audi, DKW, Horch and Wanderer. New company named Automotive Alliance AG.

Then the brand Audi takes center stage on his vehicles: first brown, then red. Starting in 1978, the black oval with white lettering featured the brand identity. In the 1990s, the company again focused on rings, this time with a three-dimensional look.

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