Audi
Digital Car Company
From
automotive manufacturer
to digital car company
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.
Digital
First
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.
A new
concept
of corporate design
Rings
Typography
Colors
Icons
Animation Curve
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.
Everything can breathe more freely.
about the new digital branding that we developed together with Audi.
When design becomes a methodology:
atomic design
In evaluating the digital appearance, we applied the change in perspective at Audi to the design.
Our thought process started not only from the smallest device, but also from the smallest elements of the design.
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Tatjana Wolfram
Customer Relationship Management
DFBCorporate Branding
New
Tactics
VorwerkCorporate Branding
