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.

01Strategy

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.

02Design

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.

Discover more

about the new digital branding that we developed together with Audi.

03Insights

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.

Discover more

about the interaction between technology and design.

Basics of
Atomic Design

DFBCorporate Branding

DFB

New

Tactics

VorwerkCorporate Branding

Vorwerk

Dawn of

modern