KMS Team and Strichpunkt have created a new identity system for Audi. We get three perspectives on it from across the industry
We get three perspectives on the Audi rebrand and its flattened logo
“Working in partnership with Strichpunkt, we redesigned the overall brand appearance for all relevant touchpoints. The vision was to create a seamless experience throughout all media and devices; starting from automobile interfaces, online and offline applications, TV and classic media to print.
The new principles include flat logo, free logo placement, equally weighted brand colours, imagery reflecting people’s everyday lives, vivid use of typography, technical icons and animation. All these elements allow the brand to express itself through creative diversity rather than rigid consistency.
The flattened Audi logo is not just a consequence of technical requirements, but a bold statement. It’s a symbol of a new brand attitude fostering creative diversity and a shift from monologue to dialogue.” “The refinement of the logo is a step in the right direction, bringing it back to its essence: with four intersecting monochromatic rings. But the scale of the application throws everything off balance. In the initial campaign, we see big logos and giant, sprawling text overwhelming the photos of the vehicles.
Worse still, surface level copy is focused on aesthetic traits, moving away from the driving experience. This imbalance continues with support elements that are further drowned out as the stark contrast of bold, wide typography overwhelms the thin, light icons. This is made all the more haphazard by the random placement of all of these elements.
This may be all intentional, as KMS says in the case study section of its website, but that doesn’t make it any more effective.” “It’s a real sign of status when a logo can drop its wordmark and be globally recognised by its icon, especially when it’s just four circles. Audi is now joining the likes of Apple and Nike, companies that have proved a strong brand icon doesn’t need messy letters for people to recognise it. This is a beautifully clean and sharp rebrand and is very, well... German!
All the unnecessary fluff has been stripped away and flat design has been used across both digital and print applications to give a very sophisticated yet well-engineered feel. The accompanying font family is instantly recognisable as Audi and the makers clearly know that too, as they have made the bold choice not to use the logo in some of the material. BMW, it’s your move.”
CHRISTOPHER COLOURYUM Freelance graphic designer www.colouryum.com
ANDREAS ZEISCHEGG Design director, KMS Team www.kms-team.com
LEE DALE CEO, Say Yeah! www.sayyeah.com