Guideline Integration of “100 years of Audi� into the new corporate design
Version: 08/2009
Communication BTL | Retail marketing | Key image
Integration of “100 years of Audi” into the new corporate design · AUDI AG · 08/2009
Contents Introduction
3
3.0 Example of usage
12
into the new corporate design
3
4.0 Digital templates
13
1.0 The “100 years of Audi” mark
4
5.0 Downloads and general information
14
Integration of “100 years of Audi”
1.1 Usage
4
1.2 Use in files, production
4
1.3 Dimensions
5
1.4 Clearance zone
5
1.5 Positioning in format
5
1.6 Colour variants
6
1.7 Black variant
6
1.8 White variant (negative version)
6
1.9 Minimum size
7
1.10 Language variants
7
2.0 The “100 years of Audi” mark with additional element 8 2.1 Usage
8
2.2 Use in files, production
8
2.3 Dimensions
9
2.4 Clearance zone
9
2.5 Positioning in format
9
2.6 Colour variants
10
2.7 Black variant
10
2.8 White variant (negative version)
10
2.9 Minimum size
11
2.10 Language variants
11
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Integration of “100 years of Audi” into the new corporate design · AUDI AG · 08/2009
Introduction Integration of “100 years of Audi” into the new corporate design “100 years of Audi – Vorsprung durch Technik” Audi is celebrating its 100th birthday: 100 years in which the Audi brand has repeatedly driven the market in important directions. It has excited on many occasions: with passion, commitment and its unshakeable belief in what is technically possible. This passion is the engine that drives “Vorsprung durch Technik”. A dedicated presentation based on Audi’s corporate design has been developed’ to mark the anniversary of “100 years of Audi”. This guideline shows the binding procedures and gives instructions on how to implement them correctly.
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Integration of “100 years of Audi” into the new corporate design · AUDI AG · 08/2009
1.0 The “100 years of Audi” mark 1.1 Usage The launch of Audi brand’s new corporate design means that the former “100 years” anniversary mark may no longer be used except for very special “100 years of Audi” anniversary themes. The logo is a fixed entity; it may not be distorted, compressed or otherwise misused. If the “100 years of Audi” mark is being used in combination with the new logo, only the rings on their own or the sponsor-
Old corporate design for “100 years of Audi”
ship version of the logo may be used. The “100 years of Audi” mark may not be combined with the new logo or the brand claim. Duplication of the brand claim must be avoided at all costs. 1.2 Use in files, production The anniversary mark is available in various formats for different media. EPS and TIFF files for PC and Macintosh are available
“100 years of Audi” mark with new logo (rings)
for printing the mark.
Audi Sample business area Don’ts: “100 years of Audi” mark with new logo (rings and brand claim)
Don’ts: “100 years of Audi” mark with business segment
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Integration of “100 years of Audi” into the new corporate design · AUDI AG · 08/2009
1.3 Dimensions The “100 years of Audi” mark is horizontally aligned to the lower and upper inner edges of the rings. The Audi rings and the “100 years” mark must be spaced at least one ring diameter apart. One ring diameter minimum spacing
Dimensions of “100 years of Audi” mark with new logo (rings)
1.4 Clearance zone Clearance of at least one ring height must be ensured around the Audi rings and the “100 years of Audi” mark.
Clearance zone for “100 years of Audi” mark with new logo (rings)
1.5 Positioning in format The Audi rings must always be positioned bottom right in all classical advertising and print media (exception: billboards). •
The ideal position for the “100 years” mark is horizontal and to the left of the Audi rings (minimum spacing: one ring diameter).
•
Diagonal alignment in the bottom left formatting corner is a possible further option. Ideal position: horizontal
Position: horizontal
Don’ts: diagonal position
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Integration of “100 years of Audi” into the new corporate design · AUDI AG · 08/2009
1.6 Colour variants ••
Standard version
••
Negative version (for completely aluminium or dark-coloured backgrounds and areas with 4C progression)
••
Black only (for light backgrounds)
••
White only (for dark backgrounds)
The standard version on light backgrounds should preferably
“100 years of Audi” mark (standard version)
“100 years of Audi” mark in red/white
be used. The red/white variant must be used for dark backgrounds, image motifs and monochrome Audi aluminium silver (special colour) areas. The red/black version must be used on 4C progression. “100 years of Audi” mark in red/white
“100 years of Audi” mark in red/black
1.7 Black variant The black variant is used on monochrome white backgrounds and on light image motifs. This version is used for black-and-white applications, for example in classical advertisements in daily newspapers. “100 years of Audi” mark in black
1.8 White variant (negative version) The white variant is suitable for monochrome black backgrounds and dark motifs. In print media, this version may also be used on Audi aluminium silver areas and on 4C progressions (only when special colour Pantone 877 is used).
“100 years of Audi” mark in white (negative)
“100 years of Audi” mark in white (negative)
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Integration of “100 years of Audi” into the new corporate design · AUDI AG · 08/2009
1.9 Language variants The country-specific translation defined for the brand claim must be used for countries’ adaptations. Similarly, the term “years” must be translated into the respective language of the
0,5 x
x
country when combined with Audi. The “100” figurative mark is spaced at a distance of 1/6 x. In the case of 2-line spacing, the height must be 0.5 x.
1 6 x
One ring diameter minimum spacing
English-language adaptation as an example: “100 years of Audi” mark with Audi rings
1.10 Minimum size The minimum size of the mark is 40 mm.
Minimum size of the “100 years of Audi” mark
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Integration of “100 years of Audi” into the new corporate design · AUDI AG · 08/2009
2.0 The “100 years of Audi” mark with additional element 2.1 Usage The “streamlined vehicle” is the key image for the “100 years of Audi” anniversary and spotlights the brand’s claim to progressiveness. For press communication and public relations purposes, the “100 years” mark can optionally be enhanced with the additional element (streamlined vehicle).
Old corporate design for “100 years” with additional element
As far as the new corporate design is concerned, the “100 years of Audi” mark and the additional element may only be used with the rings on their own or in the sponsorship version. 2.2 Use in files, production The anniversary mark is available in various formats for different media. EPS and TIFF files for PC and Macintosh are available for printing the mark.
“100 years of Audi” mark with new logo (rings) and additional element
Audi “100 years of Audi” mark with new logo (special sponsorship version) and additional element
Don’ts: “100 years of Audi” mark with new logo (rings and brand claim) and additional element
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Integration of “100 years of Audi” into the new corporate design · AUDI AG · 08/2009
2.3 Dimensions The “100 years of Audi” mark is horizontally aligned to the lower and upper inner edges of the rings. The Audi rings and the additional element of the “100 years” mark must be spaced at least one ring diameter apart. The additional element is aligned to the “100 years of Audi” mark.
One ring diameter minimum spacing
Dimensions of the “100 years of Audi” mark with new logo (rings) and additional element
2.4 Clearance zone Clearance of at least one ring height must be ensured around the Audi rings and the “100 years of Audi” mark.
Clearance of “100 years of Audi” mark with new logo (rings) and additional element
2.5 Positioning in format The Audi rings must always be positioned bottom right in all classical advertising and print media (exception: billboards). •
The ideal position for the “100 years” mark is horizontal and to the left of the Audi rings (minimum spacing: one ring diameter).
•
Diagonal alignment in the bottom left formatting corner is a possible further option. Ideal position: horizontal
Position: horizontal
Don’ts: diagonal position
9
Integration of “100 years of Audi” into the new corporate design · AUDI AG · 08/2009
2.6 Colour variants The standard version on light backgrounds should preferably be used. The red/white variant must be used for dark backgrounds, image motifs and monochrome Audi aluminium silver (special colour) areas. The red/black version must be used on 4C progression.
“100 years of Audi” mark (standard version)
“100 years of Audi” mark in red/white
“100 years of Audi” mark in red/white
“100 years of Audi” mark in red/black
2.7 Black variant The black variant is used on monochrome white backgrounds and on light image motifs. This version is used for black-and-white applications, for example in classical advertisements in daily newspapers. “100 years of Audi” mark in black
2.8 White variant (negative version) The white variant is suitable for monochrome black backgrounds and dark motifs. In print media, this version may also be used on Audi aluminium silver areas and on 4C progressions (only when special colour Pantone 877 is used).
“100 years of Audi” mark in white (negative)
“100 years of Audi” mark in white (negative)
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Integration of “100 years of Audi” into the new corporate design · AUDI AG · 08/2009
2.9 Language variants The country-specific translation defined for the brand claim must be used for countries’ adaptations. Similarly, the term “years” must be translated into the respective language of the
0,5 x
x
country when combined with Audi. The “100” figurative mark is spaced at a distance of 1/6 x. In the case of 2-line spacing, the height must be 0.5 x.
1 6 x
One ring diameter minimum spacing
English-language adaptation as an example: “100 years of Audi” mark with Audi rings
2.10 Minimum size The minimum size of the mark plus additional element is 45.5 mm.
Minimum size of the “100 years of Audi” mark with additional element
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Integration of “100 years of Audi” into the new corporate design · AUDI AG · 08/2009
3.0 Example of usage The example shows the use of the “100 years of Audi” mark on a poster.
Sample poster “100 years of Audi”
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Integration of “100 years of Audi” into the new corporate design · AUDI AG · 08/2009
4.0 Digital templates Digital DTP templates for the “100 years of Audi” mark as part of the new corporate design
• 100JA = “100 years of Audi” • ZE = additional element
Mark
Special colour
4C
100Ja_Audi_SC_ClaimPos.eps
100Ja_Audi_4C_ClaimPos.eps
100Ja_Audi_SC_ClaimNeg.eps
100Ja_Audi_4C_ClaimNeg.eps
• SC = special colour (PANTONE® 186 + PANTONE® Black)
Solid
• 4C = 4C scale print • ClaimPos = claim in black • ClaimNeg = claim in white 100Ja_Audi_Solid_Claim.eps
• b = black
100Ja_Audi_Solid_ClaimNeg.eps 100Ja_Audi_ZE_SC_ClaimPos.eps
100Ja_Audi_ZE_4C_ClaimPos.eps
100Ja_Audi_ZE_SC_ClaimNeg.eps
100Ja_Audi_ZE_4C_ClaimNeg.eps 100Ja_Audi_ZE_Solid_ClaimPos.eps 100Ja_Audi_ZE_Solid_ClaimNeg.eps
Digital internet templates for the “100 years of Audi” mark as part of the new corporate design Mark
RGB
Mark
RGB
100Ja_Audi_S_ClaimPos.gif
100Ja_Audi_M_ClaimPos.gif
100Ja_Audi_S_ClaimNeg.gif
100Ja_Audi_M_ClaimNeg.gif
100Ja_Audi_S_ZE_ClaimPos.gif
100Ja_Audi_M_ZE_ClaimPos.gif
100Ja_Audi_S_ZE_ClaimNeg.gif
100Ja_Audi_M_ZE_ClaimNeg.gif
Digital office templates for the “100 years of Audi” mark as part of the new corporate design Mark
RGB
4C
100Ja_Audi_RGB_S.tif 100Ja_Audi_RGB_M.tif 100Ja_Audi_RGB_L.tif 100Ja_Audi_RGB_XL.tif 100Ja_Audi_RGB_b_S.tif 100Ja_Audi_RGB_b_M.tif 100Ja_Audi_RGB_b_L.tif 100Ja_Audi_RGB_b_XL.tif
Mark
RGB
4C
100Ja_Audi_4C_S.tif 100Ja_Audi_4C_M.tif 100Ja_Audi_4C_L.tif 100Ja_Audi_4C_XL.tif
100Ja_Audi_ZE_RGB_S.tif 100Ja_Audi_ZE_RGB_M.tif 100Ja_Audi_ZE_RGB_L.tif 100Ja_Audi_ZE_RGB_XL.tif
100Ja_Audi_ZE_4C_S.tif 100Ja_Audi_ZE_4C_M.tif 100Ja_Audi_ZE_4C_L.tif 100Ja_Audi_ZE_4C_XL.tif
100Ja_Audi_ZE_4C_b_S.tif 100Ja_Audi_ZE_4C_b_M.tif 100Ja_Audi_ZE_4C_b_L.tif 100Ja_Audi_ZE_4C_b_XL.tif
100Ja_Audi_ZE_RGB_b_S.tif 100Ja_Audi_ZE_RGB_b_M.tif 100Ja_Audi_ZE_RGB_b_L.tif 100Ja_Audi_ZE_RGB_b_XL.tif
100Ja_Audi_ZE_4C_b_S.tif 100Ja_Audi_ZE_4C_b_M.tif 100Ja_Audi_ZE_4C_b_L.tif 100Ja_Audi_ZE_4C_b_XL.tif
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Integration of “100 years of Audi” into the new corporate design · AUDI AG · 08/2009
5.0 Downloads and general information 5.1 Downloads Digital templates and further information can be found at the Corporate Design Portal on the Internet. URL: www.audi-marketingdatabase.com Section: Communication BTL / Retail marketing / Key image Notice The colour reproduction may vary depending on the plotting device. The colours used in the illustrations are not binding; some of the illustrations have been scaled down or up. 5.2 General information Responsible for content: AUDI AG I/VM-2 International Advertising 85045 Ingolstadt
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