Best dressed: Audi deemed the all-electric Q8 e-Tron SUV as a logical place to debut its updated logo.

AUDI has worn its four-ring logo from the time it converged with Saxony car-makers DKW, Horch and Wanderer – each ring representing one of the four brands of the Auto Union – at the height of the Great Depression.

The company soon became Germany’s second-largest automobile manufacturer and in 1978 rebranded simply to Audi, maintaining the four rings as a nod to its interesting past.

Now, the four rings that adorn the front of every Audi model have come in for a modern makeover.

Brand strategist Frederik Kalisch and designer Andre Georgi were tasked with the important role of updating the famed logo for the electric age and said the Q8 e-tron quattro SUV was a logical place to start.

“As a progressive premium brand, Audi targets modern customers who value high-quality design and attention to detail,” explained Mr Kalisch.

“There are really only two basic trends in brand presentation and product design today that express precisely this premium quality: That is, on the one hand, the loud and very bold, and on the other, the restrained, pure, and clean.”

A clean look is one designer Mr Georgi says aligns well with Audi’s philosophy of innovation through technology and says a more minimalist look was something current Audi customers have come to expect.

“The purist approach is more in line with our philosophy. One readily apparent thing: Strong brands win over customers primarily through their products’ underlying substance and discreet identifying elements,” said Mr Georgi.

“At Audi, this has always been the case, and we’re now making it even more consistent. Our philosophy is that every detail must convey a meaning or serve a purpose. On the product, it is – above all, our four rings, unmissable on the front and rear of every Audi model, that make an Audi an Audi.

“We want our quality to speak through the design and the product itself. The new two-dimensional look gives our rings a significantly more modern and even more graphic makeover, although their geometry is almost identical to the former ones.”

Indeed, the two-dimensional logo is one several brands have adopted as they move into the electrified age.

Mr Kalisch explained that the highly graphic nature of the logo ensures consistency across customer touchpoints, helping the four rings appear the same regardless of when or how they are viewed.

“The two-dimensional rings originated at Audi in 2016 as a consequence of digitalisation, essentially to depict the rings in a manner that suited the medium. Three-dimensionality on two-dimensional displays would not have met our technical and aesthetic requirements,” he said.

“Our brand logo is highly graphic – which is an advantage, as it looks great in two dimensions. To ensure a consistent brand presence across all customer touchpoints, we coordinated with the design team to kick off the process of redesigning the rings on our vehicles.”

The meaning behind the change was emphasised by Mr Georgi, who explained that it is important that Audi’s corporate identity is standardised across all mediums.

“Using a two-dimensional logo on the outside of our vehicles first came up in 2019. Then things really took off at the beginning of 2020,” he said.

“Our vision is to move the corporate identity from the digital area we just described onto our vehicles and to standardise vehicle identification across all models. We want the four rings to look the same everywhere in the future: Whether in a magazine, on your smartphone, or a billboard – and on or inside the car.”

Mr Georgi said the changes, although subtle, help to optically brighten the logo, while maintaining a premium-quality look.

“Our vehicle logo comprises three components. We’re keeping it consistently free of chrome with a high-contrast black-and-white look. It’s as though the striking white floats are embedded in a black glass body for an even greater radiance,” he explained.

“By optically brightening the logo, the white lends the rings a flat, premium-quality look, which still appears three-dimensional in detail.”

The senior designer explained that the materiality of the logo was an important part of the redesign, saying the black and white rings help to give the now 93-year-old emblem an “unmistakable corporate identity”.

“Today’s chrome rings stand for high quality; the material alone conveys that message. But we believe that we have found the ‘new chrome’. The clarity of the new black and white rings makes our corporate identity unmistakable,” said Mr Georgi.

“The thin black border around the rings makes for a consistent, premium-quality appearance, regardless of the car’s paint or radiator grille colour; and customers can continue to opt for our new rings in black. This variation replaces the white with a dark grey that looks like high-gloss black.”

Beyond the four rings, Mr Kalisch and Mr Georgi say there are other “vehicle identification schemes” that will tie in with the brand’s future strategy.

The Audi Type font has been modernised along with a number of other “technological identifiers” that bring the same tone-on-tone theme displayed on the four ring badge to other elements of the vehicle.

“In 2020, our team reworked the brand strategy and corporate identity. This rework led to our new vehicle identification strategy, including the vision of two-dimensional rings on our vehicles,” said Mr Kalisch.

“The updated identification scheme matches our new brand strategy. That means more understatement, more sophistication.”

Sophistication, and recognisable says Mr Georgi.

“It’s not only that vehicle identification has become more premium; we have also standardised the fonts in and on the vehicle. In the future, our models will only use Audi’s unique font, known as ‘Audi Type’,” he said.

“The basic tone is significantly more restrained without compromising on distinctiveness or quality. We’ve now designated the B-pillar as the detailed model, derivative, and technology identifier.

“This designation is because it has an identical design across all vehicles: always two parts in high-gloss black and always in the passengers’ field of view when entering and exiting. The lettering on the B-pillar was deliberately engraved tone-on-tone.

“Identification and vehicle design now act as a unit that aligns with Audi’s new brand positioning.”

audi gets new rings

Keyword: Audi gets new rings

CAR'S NEWS RELATED

What’s the correct tyre pressure for your Audi A3

We take you through the recommended tyre pressures for all Audi A3 models produced from 2003 until 2022. Effects of incorrect tyre pressure Under-inflated tyres will cause excess wear and tear on the inside and outside edges of the tread. Over-inflated tyres have a much narrower contact patch with the road ...

View more: What’s the correct tyre pressure for your Audi A3

Audi Elevates A4 and S4 Sedan Appeal With Black Edition Offshoot

Image: Audi Image: Audi Image: Audi NewsBy: Ryan De Villiers Audi has emboldened its A4 and S4 sedan model’s appeal by debuting the Black Edition offshoots, which offers greater visual appeal and improved convenience features. Image: Audi Pricing:  Audi A4 35 TFSI S tronic Black Edition: R900 000 Audi ...

View more: Audi Elevates A4 and S4 Sedan Appeal With Black Edition Offshoot

The Audi TT Is Dead. This Is The Last Car Built

After 662,762 vehicles assembled, the Tourist Trophy is no more.

View more: The Audi TT Is Dead. This Is The Last Car Built

New Audi cars and SUVs coming to South Africa in 2024

Audi will expand its South African portfolio in 2024 with a number of special-edition models for its most popular vehicles. In no particular order, the German automaker confirmed that, next year, it will bring the following vehicles to our shores: A3 and S3 Black Edition A3 Sportback 35TFSI Urban ...

View more: New Audi cars and SUVs coming to South Africa in 2024

Limited-edition Audi A4 Black Edition for South Africa – Only 100 up for grabs

Black Edition specifications Price Audi A4 Black Edition The Audi A4 Black Edition is launching in South Africa soon in four specifications starting at R900,000. The popular four-door has been on sale in its current form since 2020 in Standard, Advanced, and S Line trims, with the Black Edition ...

View more: Limited-edition Audi A4 Black Edition for South Africa – Only 100 up for grabs

834-HP Honda Civic Wagon Vs. Stock Audi RS5 Drag Proves Power Isn't Everything

This battle is between an all-wheel-drive Honda Civic wagon making 834 hp against a stock Audi RS5 shows that grip is just as important as power numbers.

View more: 834-HP Honda Civic Wagon Vs. Stock Audi RS5 Drag Proves Power Isn't Everything

Audi e-tron GT caught with a sporty facelift for the first time

Audi’s high-performance EV is getting an upgrade. The Audi e-tron GT was caught testing for the first time, revealing the electric car’s sporty new facelift. Audi, Porshe upgrade to rival Tesla Like the Porsche Taycan, Audi’s e-tron GT was one of the first fully electric models to take on ...

View more: Audi e-tron GT caught with a sporty facelift for the first time

We Spied The Next-Gen Audi S5 Sportback

Photo: Daniel Golson/Jalopnik One of my favorite car-related things about living in Los Angeles is the frequency with which I see camouflaged test vehicles. Automakers from America, Europe, Japan, Korea and more have design centers or R&D facilities in Southern California, and others will just ship cars out here ...

View more: We Spied The Next-Gen Audi S5 Sportback

This Is Audi's New A5 Wagon Before You're Supposed To See It

Audi S3 And RS3 Sedans Are Getting New Lights And Bumpers

Audi SQ8 e-tron first drive: This tri-motor EV drives nimbly for its size, but sacrifices a lot of range

The Tri-Motor SQ8 E-Tron Is The First Audi That’s So Fun It Made Me Giggle

2024 Audi SQ8 Sportback E-Tron First Drive: Maybe The Best-Handling Electric SUV Right Now

30 lakh budget: Exploring options for a preowned German petrol sedan

Most affordable crossover from every brand in South Africa

What is the Audi RS3 top speed?

Tesla, Audi, And Nissan EVs Have Minimal Winter Range Loss

Tesla releases update with new way to activate Autopilot/FSD and separate backseat audio

Here's An Early Look At The Next-Generation Audi Q7

Audi Waves Goodbye To The R8 With An Emotional 'The Last Lap' Video

OTHER CAR NEWS

; Top List in the World https://www.pinterest.com/newstopcar/pins/
Top Best Sushi Restaurants in SeoulTop Best Caribbean HoneymoonsTop Most Beautiful Islands in PeruTop Best Outdoor Grill BrandsTop Best Global Seafood RestaurantsTop Foods to Boost Your Immune SystemTop Best Foods to Fight HemorrhoidsTop Foods That Pack More Potassium Than a BananaTop Best Healthy Foods to Gain Weight FastTop Best Cosmetic Brands in the U.STop Best Destinations for Food Lovers in EuropeTop Best Foods High in Vitamin ATop Best Foods to Lower Your Blood SugarTop Best Things to Do in LouisianaTop Best Cities to Visit in New YorkTop Best Makeup Addresses In PennsylvaniaTop Reasons to Visit NorwayTop Most Beautiful Islands In The WorldTop Best Law Universities in the WorldTop Richest Sportsmen In The WorldTop Biggest Aquariums In The WorldTop Best Peruvian Restaurants In MiamiTop Best Road Trips From MiamiTop Best Places to Visit in MarylandTop Best Places to Visit in North CarolinaTop Best Electric Cars For KidsTop Best Swedish Brands in The USTop Best Skincare Brands in AmericaTop Best American Lipstick BrandsTop Michelin-starred Restaurants in MiamiTop Best Secluded Getaways From MiamiTop Best Things To Do On A Rainy Day In MiamiTop Most Instagrammable Places In MiamiTop Interesting Facts about FlorenceTop Facts About The First Roman Emperor - AugustusTop Best Japanese FoodsTop Most Beautiful Historical Sites in IsraelTop Best Places To Visit In Holy SeeTop Best Hawaiian IslandsTop Reasons to Visit PortugalTop Best Hotels In L.A. With Free Wi-FiTop Best Scenic Drives in MiamiTop Best Vegan Restaurants in BerlinTop Most Interesting Attractions In WalesTop Health Benefits of a Vegan DietTop Best Thai Restaurant in Las VegasTop Most Beautiful Forests in SwitzerlandTop Best Global Universities in GermanyTop Most Beautiful Lakes in GuyanaTop Best Things To Do in IdahoTop Things to Know Before Traveling to North MacedoniaTop Best German Sunglasses BrandsTop Highest Mountains In FranceTop Biggest Hydroelectric Plants in AmericaTop Best Spa Hotels in NYCTop The World's Scariest BridgeTop Largest Hotels In AmericaTop Most Famous Festivals in JordanTop Best European Restaurants in MunichTop Best Japanese Hiking Boot BrandsTop Best Universities in PolandTop Best Tips for Surfing the Web Safely and AnonymouslyTop Most Valuable Football Clubs in EuropeTop Highest Mountains In ColombiaTop Real-Life Characters of Texas RisingTop Best Beaches in GuatelamaTop Things About DR Congo You Should KnowTop Best Korean Reality & Variety ShowsTop Best RockstarsTop Most Beautiful Waterfalls in GermanyTop Best Fountain Pen Ink BrandsTop Best European Restaurants in ChicagoTop Best Fighter Jets in the WorldTop Best Three-Wheel MotorcyclesTop Most Beautiful Lakes in ManitobaTop Best Dive Sites in VenezuelaTop Best Websites For Art StudentsTop Best Japanese Instant Noodle BrandsTop Best Comedy Manhwa (Webtoons)Top Best Japanese Sunglasses BrandsTop Most Expensive Air Jordan SneakersTop Health Benefits of CucumberTop Famous Universities in SwedenTop Most Popular Films Starring Jo Jung-sukTop Interesting Facts about CougarsTop Best Hospitals for Hip Replacement in the USATop Most Expensive DefendersTop Health Benefits of GooseberriesTop Health Benefits of ParsnipsTop Best Foods and Drinks in LondonTop Health Benefits of Rosehip TeaTop Best Air Fryers for Low-fat CookingTop Most Asked Teacher Interview Questions with AnswersTop Best Shopping Malls in ZurichTop The Most Beautiful Botanical Gardens In L.A.Top Best Mexican Restaurants in Miami for Carb-loading rightTop Best Energy Companies in GermanyTop Best Garage HeatersTop Largest Banks in IrelandTop Leading Provider - Audit and Assurance In The USTop Best Jewelry Brands in IndiaTop Prettiest Streets in the UKTop Best Lakes to Visit in TunisiaTop Highest Mountains in Israel