Many Car Companies Are Simplifying The Symbol
German auto manufacturer Audi has unveiled a flat, simplified version of its distinctive four-ringed logo, making it the latest in a line of car brands to simplify their logos. The rings are in the same formation, but they are no longer raised and have been stripped of their glossy chrome color. Now, they are presented as white and framed by a thin black border or as dark grey with black borders. The rebrand joins Volvo, Nissan and Vauxhall, among others, that have also traded in three-dimensional logos for two-dimensional versions. According to the company, the simplified logo aims to strengthen appeal and popularity among consumers. It will be rolled out on all new Audi vehicles.
“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,” says Audi head of design André Georgi.“We wan 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.” Adds Audi brand strategist Frederik Kalisch: “As a progressive premium brand, Audi targets modern customers who value high-quality design and attention to detail.”
Also, add Audi believes that the color combination is clearer and more easily identifiable against different backgrounds. “The thin black border around the rings makes for a consistent, premium-quality appearance, regardless of the car’s paint or radiator grille color,”explained Georgi. “We’re keeping it consistently free of chrome with a high-contrast black-and-white look. By optically brightening the logo, the white lends the rings a flat, premium-quality look, which still appears three-dimensional in detail.”
The original Audi logo was designed in 1932. Each ring represents one of four individual car manufacturers – Audi, DKW, Horch and Wanderer – that merged in the 1930s.