The digital age has made automakers rethink the look of their logos over the past few years. Many opt for the new two-dimensional design that keeps the logo and emblem consistent across a variety of media, from computer screens to the front grille. Audi is the latest to follow this trend, introducing a new 2D badge for its vehicles and brands.
The four rings remain, but the overall style is much more even. According to Audi designer Andre Georgi, the new logo is “much more modern” than the one it replaces. The idea for the Audi 2D logo started in 2016, but really started in 2020 when the German automaker began to rethink its corporate identity, deciding that they wanted all four rings to look the same everywhere.
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Audi’s new flatter logo doesn’t have 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 ring 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 font used inside and out. It’s called the “Audi Type,” which customers will start seeing on the B-pillar of the new Audi model and likely elsewhere across vehicles.
“Our philosophy is that every detail should convey meaning or have a purpose,” says Georgi. “We want our quality to speak through the design and the product itself.” The four Audi rings became iconic at this time, starting life as a result of the merger of the four automakers in 1932 as Auto Union. This company would later become Audi as we know it today.
Audi is not alone in trying to create consistent branding in a digital world full of screens. Volkswagen, BMW, Nissan, Skoda, Kia, Peugeot, General Motors, Buick, and many more have revamped their logo designs with flatter 2D elements. Even we at Motor1.com has changed our branding. The automaker’s online presence and branding is just as important as the car itself, and the company wants to unite the two cohesively. That required a new logo designed for two-dimensional screens of all sizes.
