The automotive industry is undergoing a period of profound change. A process in which Audi leads the way and examines its image systematically from a digital perspective. A courageous path that we followed together with Audi:
Strichpunkt played a key role in the development of the new digital brand experience and the corporate design.
Audi is driving the digital transformation forward. This is not merely the result of changing consumer demands, disruptive competitors or a new understanding of mobility: by 2020, digital transactions at Audi are set to account for around half of the company's turnover.
The digital domain is no longer a complementary channel. It is the first thing one has to consider.
of corporate design
Our challenge for Audi was to create a design experience that was pared back visually in terms of scalability and application – while maintaining the brand's tangible presence in every interaction.
For Audi, this means liberating the logo from its fixed position. Two shades of red become one. Different weightings are blended to achieve equality. Typography is more flexible. The allocation of space is more generous.