Audi has redesigned its highly recognizable four-ring logo, giving it a new 2-dimensional appearance, in addition, the new-look emblem also trades the old chrome-colored rings for new black and white ones which have been integrated into the Q8 E-tron SUV.
Audi’s new, flatter logo lacks any chrome, instead opting for a high-contrast black-and-white look that adds 3D-like details. The company will still allow customers to get the new rings in black, with the revamped variation replacing the bright white with a dark gray. Audi’s new logo coincides with the automaker also standardizing the fonts used inside and out. It’s called “Audi Type,” which customers will begin seeing on the B-pillar of new Audi models and likely elsewhere throughout the vehicle.
Designer Andre Georgi and brand strategist Frederik Kalisch shared why it was time to adopt a new look. Georgi explains that Audi has always taken a purist approach when it comes to design. He explains that the four rings are an unmissable feature of Audi products, and the new, white-over-black, two-dimensional look gives the vehicles a contemporary look that the old, chrome, 3D logo could not provide.
As strategist Frederik Kalisch explained, the “two-dimensional rings originated at Audi in 2016 as a consequence of digitalization, essentially to depict the rings in a manner that suited the medium.” However, the company wanted to have a “consistent brand presence across all customer touchpoints,” so they embarked on the process of redesigning the rings for their vehicles.
The German luxury brand isn’t the only automaker to introduce a new badge in recent months. French manufacturer Citroen has also previewed a new Chevron logo, which harks back to the original design created by Andre Citroen in 1919.