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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. Including the user.
Thought processes guided by the concept of "Digital First" make rigid CD manuals a thing of the past. They are replaced with a vibrant platform that supports users with interactive tools. The Audi style guide is openly accessible on-line. The design elements in the Graphical User Interface Kit, or GUI Kit, allow all digital interfaces to be created in a consistent and functional manner.
This freedom results in a consistent brand experience.
Design in every
The need to strike the right balance between usability and identity was a recurring theme throughout the development process. One of our solutions: an entire library of technology-related icons as well as useful components rendered as functional pictograms.
Self-explanatory, flexible and available at all times to bring Audi to life in the digital domain.
Audi Type Extended Bold
Audi Type Extended Normal
Audi Type Screen Bold / Audi Type Bold
Audi Type Screen Normal / Audi Type Normal
Audi Type Screen Light
Audi Type Bold Italic
Audi Type Italic
Audi Q8 / Concept Navigation
Toolkit / Navigation Examples
Even the seemingly invisible yearns to be expressed in design. The animation curve transfers the dynamic Audi character to all movements in the brand experience.
Powerful acceleration at the start; swift deceleration at the end.
"We are not analogue or digital designers. We are identity developers."Fabian Hammans, Senior Art Director Strichpunkt