Audi Brand Guidelines by Lukasz Kulakowski

Guideline The Audi Brand Logo

Status: 04/2009

Corporate Design | Brand Logo

Corporate Design · Brand Logo · AUDI AG · 04/2009

Contents Introduction

Audi brand architecture

Configuration

1.0 The brand logo with the name “Audi” and the claim

1.1 Structure

1.2 Colours

1.3 Claim in local language

1.4 Positioning

1.5 Protective zone

1.6 Background

1.7 Don’ts

2.0 Brand logo with the name “Audi”

2.1 Variant 1

2.2 Variant 2

Production 3.0 Presentation of brand logos

3.1 Overview of file formats

3.2 Designation of brand logo files

3.3 Colour variants

3.4 Sizes

Most important rules

Downloads

General Notes

Corporate Design · Brand Logo · AUDI AG · 04/2009

Introduction

Audi brand architecture – one system for all purposes Basic rules of Audi brand architecture • We are combining the brand logo and the core of the brand to penetrate the message “Truth in Engineering” and to give our brand a clear position in the market. • The rings are combined either with the claim or a specific area of business – and with the name “Audi” in red.

Audi Truth in Engineering

• The combination of rings and the Audi claim forms a firm entity in all communication media. The size of the

Audi Truth in Engineering

letters and their positions are pre-determined.

Audi Truth in Engineering Audi Truth in Engineering

• In combination with a specific business area a certain size of letters is recommended, but may also be chosen freely. The logotypes always come in a horizontal or vertical position relative to the rings. The size ratio is defined individually for the respective purpose. • All logotypes are presented in a standard lettering and start in all cases with the name “Audi” in red. This creates a flexible brand architecture for optimum use in each media. It furthermore guarantees the same look and appearance of all individual subjects, products, business areas and subsidiaries of the Audi brand.

Audi Service

Audi Bank

Audi Tradition

Audi driving experience

Audi quattro GmbH

Audi Original Zubehör

Corporate Design · Brand Logo · AUDI AG · 04/2009

Introduction

Audi brand architecture – one system for all purposes • A firmly defined protective zone emphasises the value of the logo and is at least equal to the height of one ring in the Audi brand logo. • The translation of “Audi Vorsprung durch Technik” can be used in markets that have already established the use

Audi Business Area

of the claim in the local language. • As an alternative the translation of the German claim can be added as a footnote. • The combination of rings and Audi alone is to be used only in exceptional cases. For example if the claim cannot be used for reasons of lacking space or if the name of the brand has to be communicated with a long-distance effect (visible from far away). • No competitive logos and sub-brands of subsidiaries and

Audi Vorsprung durch Technik *

products shall be presented in the context of the Audi presentation.

* L’avance par la technologie

Audi L’avance par la technologie

Audi Truth in Engineering

Audi A la vanguardia de la técnica

Audi All’avanguardia della tecnica

Audi 突破科技启迪未来

Note: For further information on naming, configuration and positioning of word brands, please see the guideline on “Audi Logotypes”.

Audi 4

Corporate Design · Brand Logo · AUDI AG · 04/2009

Configuration 1.0 The brand logo with the name “Audi” and the Audi claim This logo is used in advertising, in literature (brochures, catalogues, flyers), on product packaging, in web design, and in office applications. 1.1 Structure • The name and the claim are preferably presented at the right or left next to the rings. • Where space is limited, they may also be presented below

Right, next to the rings

Left, next to the rings

the rings.

1.2 Colours

Beneath the rings

• In the basic version of the brand logo the rings and the name “Audi” are presented in 4C (0 /100/80 /5). As an alternative, the name “Audi” may also be printed in a special colour (PANTONE® 186). • A negative version is available for dark backgrounds. • In black-and-white applications the rings are presented in

Negative version

Shades of grey

Solid version, two-colour

Solid version, single-colour

various shades of grey and the name “Audi” is shown in black. • For special applications (eg embroidery on textiles) we use a solid version in one or two colours.

1.3 Asterisk for translating the claim • If a translation into the local language appears as a footnote, an asterisk is added to the German claim. The typeface size is 80% of the size used for the claim and the baseline for the symbol is raised 30%.

Technik*

Asterisk for translating the claim in a footnote

Corporate Design · Brand Logo · AUDI AG · 04/2009

1.4 Positioning • The logo is always positioned at a prominent point.

1.5 Protective zone • The protective zone around the logo equals the height of one ring. • No other elements may be positioned within the protective zone. Protective zone = same height as one ring

1.6 Background • The brand logo is preferably presented on a white or aluminium-coloured background. • Avoid a coloured background. • Use a calm background when using the logo on pictures.

Note: All files presented are available in various formats in the Corporate Design Portal for downloading. For further information in this context, see chapter “Production” in this guideline. 6

Corporate Design · Brand Logo · AUDI AG · 04/2009

1.7 Don’ts • The brand logo must not be distorted, changed in shape or turned. • The colour of the brand logo is firmly defined and may not be changed. • The brand logo may be used only in the variants presented. Self-produced brand logos are not allowed.

The brand logo must not be distorted or changed in shape.

The brand logo may not be turned or swivelled to an angle.

Audi Truth in Engineering

Defined variants are available for a dark background.

The logotype may not be changed in its colour.

The brand logos are available as a predetermined file and may not be re-built and/or changed.

Corporate Design · Brand Logo · AUDI AG · 04/2009

2.0 Brand logo with the name “Audi” The combination of the rings and the name “Audi” alone is restricted to specific cases. For example if there is no space to use the claim or if we want to communicate the brand name over a long distance. We use Variant 1 on the stationery of Audi Partners. Audi Centers are required to follow the guidelines in the same way as Audi business areas and subsidiaries.

2.1 Variant 1 • “Audi” is positioned beneath the rings. • The protective zone is half the height of the rings. • All versions required are available in the CD portal for downloading. An overview of the versions available

Audi

starts on page 9. Variant 1

Protective zone ½ ring height

2.2 Variant 2 • The name “Audi” is presented in large letters next to the rings. • “Audi” is shown in Audi Type Extended Bold. • “Audi” is in Audi red (CMYK 0/100/80/5, PANTONE® 186) Important: When presenting the name “Audi” on a large surface – block capitals of 100 mm and more in height –

Audi

we use the darker shade of red (CMYK 0/100/80/20, PANTONE® 187). • The height of the word “Audi” in block capitals is equal to

Variant 2: Configuration and distance between the rings and the name “Audi”

Protective zone ½ ring height

the distance between the inner edges of the rings. • The distance between the rings and the name “Audi” is half the height of the block capitals. • The protective zone is half the height of the rings. 8

Corporate Design · Brand Logo · AUDI AG · 04/2009

Production 3.0 Presentation of brand logos Special files as well as colours and sizes are available for optimum presentation of brand logos in all applications, for various purposes and in different sizes.

3.1 Overview of file formats Audi brand logos are available in various file formats for diffe-

Media

File formats

Print • Current programs • Older programs

• PDF • EPS

Office applications • Word • PowerPoint Digital

• TIFF • PNG

Digital media, Web • Defined size • Master file

• GIF • PSD

rent media. • All individual files are available in PDF and EPS format. • We recommend the PDF file due to its smaller size. This file has been optimised for printing and comes with a transparent background. • EPS files are offered only for older versions of QuarkXPress. • TIFF and PNG files are available for Office applications. • PSD and GIF files are intended for use in digital media.

Corporate Design · Brand Logo · AUDI AG · 04/2009

3.2 Designation of brand logo files •

•

Colour

4C:

CMYK

SC:

CMYK + Audi red (PANTONE® 186)

RGB:

RGB

GR:

Shades of grey

Solid:

Solid colour without background grid

Ring sizes

Rings_4C_S_Claim-left.pdf 1

File name

Brand logo with the name “Audi” and the Audi claim

For 20 to 50 mm ring width

Rings_4C_S.pdf

For 51 to 250 mm ring width

For 251 to 5,000 mm ring width

File name

•

Rings, alone

Additional features

Claim:

“Audi” name with claim (black)

ClaimNeg: “Audi” name with claim (white) Audi: •

•

“Audi” name

Position of additional element

left:

To the left of the rings

right:

To the right of the rings

below:

Beneath the rings, flush at the left

Rings_4C_S_Audi.pdf 1

File name

Audi Brand logo with the name “Audi”, variant 1

File format

.pdf

Standard print version

.eps

Only for QuarkXPress up to version 6.5

.tif

For Word applications

.png

For PowerPoint applications

.gif

For digital media

Corporate Design · Brand Logo · AUDI AG · 04/2009

3.3 Colour variants • Four-colour print without special colour: CMYK (4C) • Four-colour print with special colour red: CMYK and PANTONE® 186 (SC)

Four-colour version with/without special colour (SC/4C)

Four-colour version with/without special colour (SC/4C), negative

Shades of grey (GR)

Shades of grey (GR), negative

Solid version (Solid 2C)

Solid version (Solid 2C), negative

Solid version (Solid 1C)

Solid version (Solid 1C), negative

• Black-and-white applications: shades of grey (GR) • Solid version, single- and two-colour (Solid 1C and Solid 2C), e.g. for embroidery on textiles A positive and negative version is available for all colour variants.

3.4 Sizes • S: For ring width from 20 to 50 mm • M: For ring width from 51 to 250 mm • L: For ring width from 251 to 5,000 mm The files in ring sizes S and M come with 100 mm ring width. The desired ring size may then be determined as a percentage (30% = 30 mm). Size L measures 1,000 mm in width. Size is not an issue on the solid version, since this version is available on an infinite size scale.

Note: Whenever the word “Audi” is used in red in a particular size (typographical height of block capitals more than 100 mm) we apply a different definition of the colour “Audi red”, which is described on page 8 (chapter 2.2) and in the “Colours” guideline.

Corporate Design · Brand Logo · AUDI AG · 04/2009

Most important rules Fundamental rules

• The combination of the rings and the Audi claim is used as a firm entity in all communication

Page 5

media, with the size of the letters and positions determined in advance. • The logotypes are arranged with horizontal or vertical reference to the rings.

Page 3

• All logotypes are presented in the same writing/typography and start in all cases with the name “Audi” in red. Positioning

• The Audi brand logo is used on all communication materials/media and is always presented alone

Page 6

at a prominent point. Protective zone

• The Audi brand logo is surrounded by a protective zone barring the use of other objects.

Page 6

Background

• The Audi brand logo is presented preferably on a white or aluminium-coloured background.

Page 6

• Avoid a coloured or restless background. Logotypes

• Never use competitive logos or product logos.

Page 4

• The names of subsidiaries, business areas, products and surfaces are allocated to the Audi rings as logotypes – see the guideline “The Audi Logotypes”. File versions

• The Audi brand logo and the Audi rings are available in a number of variants for different media.

Page 10

They are always shown in their most sophisticated, valuable rendition. • Depending on the size in which the rings are presented (ring width), always make sure to use the

Page 11

brand logo in the right size too (S, M, L).

Corporate Design · Brand Logo · AUDI AG · 04/2009

Downloads

General Notes

You will find digital masters and further information

General notes:

in the Corporate Design Portal in the internet.

AUDI AG

URL: www.audi.com/cd

I/VS-21

User name: audiuser

Brand Development/Corporate Identity

Password: marketing

85045 Ingolstadt

Area: “Logo”

Germany Note: The presentation and look of colours may vary, depending on the printer/rendition used. The pictures shown are not binding in their colour and in some cases have been reduced or enlarged in size.

Guideline The Audi colours

Status: 04/2009

Corporate Design | Colours

Corporate Design · Colours · AUDI AG · 07/2009

Contents Introduction

Design

1.0 Primary colours

1.1 Using the primary colours

1.2 Audi Aluminium Silver

1.3 Audi Red

1.4 White

1.5 Black

2.0 Grey shades

2.1 Using the grey shades

Production

3.0 Using the colours

3.1 Overview of colour values

3.2 Colour ranges for layout software

3.3 Printing information

The most important rules

Downloads

General information

Corporate Design · Colours · AUDI AG · 07/2009

Introduction

The Audi colours reflect the technical competence and emotional warmth of our brand. The primary colours Audi Aluminium Silver, Audi Red, White and Black serve to clearly distinguish us from our competitors and to define our identity in all areas, from architecture to digital media and printed brochures. The most important primary colour is Audi Aluminium Silver: no other brand has more experience in using aluminium. Lightweight construction is one of the most crucial technologies for car manufacturing in the future. Audi Aluminium Silver stands for the brand essence, “Vorsprung durch Technik”, and as a result is used consistently in all media. Audi Red communicates the brand value “sporty”. It is used for the “Audi” logotype and as a highlight colour. Greater use is made of Audi Red in the area of Audi Sport. To complement the primary colours, four grey shades are defined on a second level. They accentuate layouts and graphics and give them a high-quality appearance.

Corporate Design · Colours · AUDI AG · 07/2009

Design 1.0 Primary colours The primary colours appear in all media, forming the colour

Audi Aluminium Silver

Audi Red

White

Black

character of all Audi applications. The corporate colours are Audi Aluminium Silver in combination with Audi Red; White and Black are defined as further primary colours. Audi 4C gradation

1.1 Using the primary colours • Whenever possible, Audi Aluminium Silver is used in all applications. As an alternative the Audi gradation could be used. This is available for download on the CD portal.

Audi primary colours

• Audi Red is used for the “Audi” logotype and as a highlight colour. • The identity of the brand is formed not only by the choice of colours, but also by the extent of their use in relation to one another. • All colours may only be used with the correct colour values. An overview of all colour value definitions can be found on page 8 of the “Production” section.

Audi dealership

Corporate Design · Colours · AUDI AG · 07/2009

1.2 Audi Aluminium Silver

Audi Aluminium Silver

• Audi Aluminium Silver can be used as a special colour or a fixed gradation; priority is given to full-area coverage.

also for accentuation and lines

• The colour PANTONE® 877 is defined as the special colour. It cannot be replaced by a grey value or one of the specialcolour grey shades as they do not contain any metallic

Aluminium Silver

PANTONE® 877 as a full-area colour or for accentuation

pigments. • If a special colour cannot be used for production or budget reasons, the Audi gradation is used. It is available in two different formats as a picture file for download on the CD portal.

Audi 4C gradation

• A simple gradation produced in a layout program (e. g. Illustrator) may not be used as a substitute under any circumstances. • In addition to full-area coverage, the special colour PANTONE® 877 can be used for typography and

Fixed picture file for downloading

Gradation produced in a layout program

accentuation. It is never screened.

Corporate Design · Colours · AUDI AG · 07/2009

1.3 Audi Red • Audi Red is used primarily for the “Audi” logotype and for subtle highlights such as lines and accentuation. • The CMYK value 0/100/80/5 is used; as a special colour, PANTONE® 186 can be used as an alternative.

Audi Red for typography and lines CMYK 0/100/80/5 or PANTONE® 186

No expansive use of CMYK 0/100/80/5 or PANTONE® 186

• If the brand value “sporty” predominates, Audi Red can also be used to cover a large area. • In this case however, a darker shade with the CMYK value

Audi Red for large areas

0/100/80/20 is always used (or the special colour PANTONE® 187 as an alternative) to prevent the colour from looking too loud.

CMYK 0/100/80/20 or PANTONE® 187

No screening of the red shades

• Screening of the two shades of red is not permitted.

Because of the generous use of red in the area of Audi Sport, only the dark shade of red is used in this area (CMYK 100/80/20 or PANTONE® 187); it also serves as a reference colour for all stickers and clothing. The Audi Sport logotypes on the CD Portal

The darker shade of red is always used for Audi Sport.

are therefore all designed in the dark shade of red.

1.4 White • Large areas of White are used as backgrounds and – in three-

White

dimensional designs – for surfaces. • On dark backgrounds it is also used to a lesser extent for text and graphics. 1.5 Black

Black

• Black is primarily used for text. • Black should be used for surfaces, blocks or backgrounds only in very limited cases.

CMYK 40/0/0/100 or PANTONE® Black

Corporate Design · Colours · AUDI AG · 07/2009

2.0 Grey shades The fixed grey shades extend the range of design options for

Pale Grey

Light Grey

Medium Grey

Dark Grey

communication media and reinforce the typical Audi identity. The Audi grey shades are defined by their technically cool colour spectrum and harmonise particularly well with the Audi logo.

PANTONE® 427

PANTONE® 429

PANTONE® 431

PANTONE® 432

2.1 Using the grey shades • The grey shades are defined as a second level of the primary

60 % Pale Grey

60 % Light Grey

60 % Medium Grey

60 % Dark Grey

30 % Pale Grey

30 % Light Grey

30 % Medium Grey

30 % Dark Grey

colours and are Audi Pale Grey, Light Grey, Medium Grey and Dark Grey. They are suitable for accentuations, highlights and large areas. • For the grey shades, either the special colours or their CYMK values are used. • For a wider range of design options, it is also possible to screen all four grey shades at 60 % and 30 %. • If several grey shades are required for printed applications using special colours, for example, the lighter grey shades can be replaced by screened versions of the dark shades in order to reduce costs. An overview of all colour value definitions can be found on page 8 of the “Production” section.

Corporate Design · Colours · AUDI AG · 07/2009

Production 3.0 Using the colours Each colour value in the Audi colour spectrum is defined. This

Colours

CMYK (grey scales)

Special colour Offset/screen printing

sRGB (hexadecimal)

Audi Aluminium Silver

—

PANTONE® 877

—

RAL 9006 White Aluminium

Avery 990

Audi 4C gradation

Picture file

—

Audi Red (lighter)

0/100/80/5

PANTONE® 186

204/0/51 (CC0033)

—

Audi Red (darker)

0/100/80/20

PANTONE® 187

170/20/45 (AA142D)

NCS S 1580-R

Avery 950

White

—

255/255/255 (FFFFFF)

RAL 9010 Pure White

Avery 900

Black

40/0/0/100

PANTONE® Black

0/0/0 (000000)

RAL 9005 Jet Black

Avery 901

Pale Grey

0/0/0/15

PANTONE® 427

213/217/216 (D5D9D8)

NCS S 1005-R80B

Avery 961

Light Grey

5/0/0/35

PANTONE® 429

176/182/184 (B0B6B8)

NCS S 3005-R80B

Avery 960

Medium Grey

15/0/0/70

PANTONE® 431

109/117/121 (6D7579)

NCS S 6005-R80B

Avery 983

Dark Grey

25/0/0/80

PANTONE® 432

67/76/83 (434C53)

NCS S 8005-R80B

Avery 962

definition is binding. The following tables detail the colour values in various colour systems. 3.1 Overview of colour values To ensure the greatest possible flexibility in terms of budget and design, CMYK values and special colours are defined and are always permitted for all Audi colours – with the exception of

NCS/RAL

Avery 900 Super Cast films range

Audi Aluminium Silver (PANTONE® 877). If colours are to be applied to large areas, however, the use of special colours is recommended. 3.2 Colour ranges for layout software The Audi primary colours are available on the CD Portal as ready-made colour libraries for use in standard DTP programs. 3.3 Printing information The Audi colour spectrum and the Audi gradation were designed for offset printing in accordance with the ISO 12647-2 international standard. For generating print data (colour conversion of RGB data and proofs), we recommend the ECI offset profile “ISO Coated v2 300% (ECI)”, which can be downloaded free of charge from www.eci.org. Detailed information is contained in the free guideline entitled “Media Standard Print”, which can be downloaded from www.bvdm.org.

Corporate Design · Colours · AUDI AG · 07/2009

The most important rules Fundamental rules

• The Audi primary colours are Audi Aluminium Silver (or the Audi gradation), Audi Red, White and Black;

Page 4

the most important colour is Audi Aluminium Silver.

Audi Aluminium Silver

• Four grey shades complement the range of primary colours.

Page 7

• Audi Aluminium Silver is used in all applications whenever possible; either the special colour or the fixed

Page 5

Audi gradation (picture file) may be used. Audi Red

• The colour definition of Audi Red depends on the size of the area. In the “Audi” logotype, for typography and

Page 6

accentuation, a lighter shade of red is used; a darker shade of red has been defined for full-area coverage and very large typography. • Audi Red can be used in the CMYK version or the special colour. • Audi Red may not be screened. Audi grey shades

• The grey shades can be used in the CMYK version or the special colour and can be screened at 60 % and 30 %.

Page 7

Production

• All colours are defined by unambiguous colour values and may only be used with these values.

Page 8

• Ready-made colour libraries are available in the CD Portal for use with standard layout programs.

Corporate Design · Colours · AUDI AG · 07/2009

Downloads

General information

You can obtain digital templates and additional information

Responsible for content:

from the Corporate Design Portal on the internet.

AUDI AG

URL: www.audi.com/cd

I/VS-21

User name: audiuser

Markenentwicklung/Corporate Identity

Password: marketing

85045 Ingolstadt

Area: “Basic Elements | Colours” Note: The reproduction of colours may vary depending on the output device used. The colours of the illustrations are not binding, and in some cases illustrations are shown reduced or enlarged.

The Audi exclusive typeface Corporate Design Guideline Basic elements | Typography As at: 10/2011

Corporate Design · Typography · AUDI AG · 10/2011

Contents Introduction

Audi Type

Typeface design

1.0 The Audi Type family

Overview of supported languages

1.1 Audi Type Extended

1.2 Audi Type

2.0 Basic rules of Audi typography

3.0 Audi Type in OpenType format

Currency symbols

Overview of all characters in the Latin alphabet, special characters and ligatures 3.1 Figures

8 9

4.0 Audi Type in TrueType format

5.0 The Internet and digital media

6.0 Audi Type characters in non-Latin alphabets

Activating country-specific characters

Overview of all Cyrillic, Asian Cyrillic and Modern Greek characters

7.0 Languages that are not supported 7.1 Simplified Chinese

7.2 Japanese

7.3 Korean

Downloads

General information

Corporate Design · Typography · AUDI AG · 10/2011

Introduction Audi Type Audi Type gives us a corporate typeface that has been designed exclusively for us. It is a typographical interpretation of the brand values. Audi Type is used for all Audi communication media and may be obtained free of charge via the Audi Corporate Design Portal.

Corporate Design · Typography · AUDI AG · 10/2011

Typeface design 1.0 The Audi Type family Audi Type is a comprehensive typeface family and comprises

The eight Audi Type typeface styles

eight styles: • Audi Type Extended has a wide character space and is used for logotypes and headlines. It is available in the Normal, Bold, Normal Italic and Bold Italic styles. • The narrower Audi Type is used for copytext and all other

Audi Type Extended Bold Audi Type Extended Bold Italic

Audi Type Extended Normal Audi Type Extended Normal Italic

Audi Type Bold Audi Type Bold Italic

Audi Type Normal Audi Type Normal Italic

applications. It too is available in the Normal, Bold, Normal Italic and Bold Italic styles.

Overview of supported languages

Audi Type is available as an OpenType typeface in all styles for

Languages using or based on the Latin alphabet

use across all platforms (Audi Type v03.2). A TrueType version

Afrikaans, Albanian, Basque, Bosnian, Breton, Catalan, Cornish, Croatian, Czech, Danish, Dutch, English,

of the typeface has also been developed specifically for use in

Estonian, Faroese, Finnish, French, Frisian, Friulian, Gagauz (Latin script), Galician, German, Hungarian,

Office applications (Audi Type v03.05). It is available in the four

Icelandic, Indonesian, Irish, Italian, Karelian, Kurdish, Ladin, Latvian, Lithuanian, Maltese, Manx Gaelic,

main styles Audi Type Extended Bold, Audi Type Extended Nor-

Moldovan, Norwegian, Polish, Portuguese, Rhaeto-Romanic, Romanian, Saami, Scottish Gaelic, Serbian,

mal, Audi Type Bold and Audi Type Normal.

Slovakian, Slovenian, Sorbian, Spanish, Swahili, Swedish, Turkish, Turkmen (Latin script)

Whether OpenType or TrueType, as well as the letters of the

Supported languages that do not use the Latin alphabet (please see section 6 for further information)

Latin alphabet, both formats contain all characters for Modern

Abyssinian, Adyghe, Avar, Azerbaijanian (Cyrillic script), Bashkir, Belarusian, Bulgarian, Buryat, Chechen,

Greek and most (Asian) Cyrillic characters. This means that Audi

Dargwa, Dungan, Ingush, Kabardinian, Kalmyk, Karakalpak, Kazakh, Kumyk, Kyrgyz, Lak, Lezgian,

Type can be used for all communication measures worldwide,

Macedonian, Modern Greek, Mongolian, Mordvinian, Nanaish, Nogai, Russian, Serbian, Tabasaran, Tajik,

with only a few exceptions (China, Japan, Korea, Israel and the

Tatar (Cyrillic script), Tati, Turkmen (Cyrillic script), Tuvan, Ukrainian, Uyghur (Cyrillic script), Uzbek

Arabic-speaking nations).

(Cyrillic script)

Audi S5

Q7 R8 TT A3 A5 A6 A8

Corporate Design · Typography · AUDI AG · 10/2011

1.1 Audi Type Extended The Extended typeface with its wide character spacing defines the visual identity of the Audi brand. It is therefore used in all communication media for the following elements: • Headlines are always typeset in Audi Type Extended. • All Audi logotypes are typeset in Audi Type Extended. For logotypes such as “Audi Bank”, the red brand name “Audi” is always typeset in Audi Type Extended Bold, and the business

Audi Type Extended Normal

Audi Type Extended Normal Italic

abcdefghijklmnopqrst uvwxyz abcdefghijklmnopqrst uvwxyz 0123456789 àáäèéëğìíïıòóößùúüýÿ ÀÁÄÈÉËĞÌÍÏİÒÓÖÙÚÜÝŸ ! ? , . … : ; „ “ ” ‘ ’ " ' « » ‹ › ( ) [ ] _-— fi fl ¢ £ $ € ¥ @ © ® ™ § & % + − =

abcdefghijklm nopqrstuvw xyz a b c d e f g h i j k l m n o p q r s t u vw x y z 0123456789 !?,.…:;„“”‘’"' fi fl @ © ® ™ § & %

Audi Type Extended Bold

Audi Type Extended Bold Italic

abcdefghijklmnopqrst uvwxyz a b c d e f g h i j k l m n o p q r s t uvwxyz 0123456789 àáäèéëğìíïıòóößùúüýÿ ÀÁÄÈÉËĞÌÍÏİÒÓÖÙÚÜÝŸ ! ? , . … : ; „ “ ” ‘ ’ " ' « » ‹ › ( ) [ ] _-— fi fl ¢ £ $ € ¥ @ © ® ™ § & % + − =

abcdefghijklm nopqrstuvw xyz a b c d e f g h i j k l m n o p q r s t u vw x y z 0123456789 !?,.…:;„“”‘’"' fi fl @ © ® ™ § & %

unit is always typeset in Audi Type Extended Normal (in black or in white in negative versions). This characteristic typeface is to become a further recognition element. A guideline on creating logotypes is available in the CD Portal under “Audi logotypes”.

System for Audi logotypes

Audi driving experience

Audi Bank Audi magazin / 39

Sample application

Bisher erlebte man Leistung. Jetzt spürt man Leidenschaft. Das Audi A5 Cabriolet. Freiheit bekommt am Steuer des Audi A5 Cabriolet eine völlig neue Bedeutung. Viele Möglichkeiten stehen Ihnen offen. Agilität und Komfort ergänzen sich und machen aus jedem Moment einen kostbaren Augenblick. Sie brauchen nur zu genießen.

Klimaautomatik Hervorragendes

zu schließen. Bis zu einer Geschwind-

Corporate Design · Typography · AUDI AG · 10/2011

1.2 Audi Type Audi Type is a well-structured sans serif typeface. With its narrower spacing, it is suited to a wide range of applications, even where space is limited. • The Audi Type Normal style is used for copytext, Audi Type Bold for sub-headlines. • Audi Type Normal and Bold are also used for all other information levels with larger volumes of text, e.g. picture cap-

Audi Type Normal

Audi Type Normal Italic

abcdefghijklmnopqrstuvwxyz a b c d e f g h i j k l m n o p q r s t u v w x y z 0123456789 àáäèéëğìíïıòóößùúüýÿ ÀÁÄÈÉËĞÌÍÏİÒÓÖÙÚÜÝŸ ! ? , . … : ; „ “ ” ‘ ’ " ' « » ‹ › ( ) [ ] _-— fi fl ¢ £ $ € ¥ @ © ® ™ § & % + − =

abcdefghijklmnop qrstuvwxyz abcdefghijklmn opqrstuvwxyz 0123456789 fi fl @ © ® ™ § & %

Audi Type Bold

Audi Type Bold Italic

abcdefghijklmnopqrstuvwxyz a b c d e f g h i j k l m n o p q r s t u v wxyz 0123456789 àáäèéëğìíïıòóößùúüýÿ ÀÁÄÈÉËĞÌÍÏİÒÓÖÙÚÜÝŸ ! ? , . … : ; „ “ ” ‘ ’ " ' « » ‹ › ( ) [ ] _-— fi fl ¢ £ $ € ¥ @ © ® ™ § & % + − =

abcdefghijklmnop qrstuvwxyz a b c d e f g h i j k l m n o p q r stuv wxyz 0123456789 fi fl @ © ® ™ § & %

tions, footnotes, tables, etc. • The Italic styles may be used for emphasis in copytext or for sub-headlines, for example.

Audi magazin / 39

Bisher erlebte man Leistung. Jetzt spürt man Leidenschaft. Sample application Das Audi A5 Cabriolet. Freiheit bekommt am Steuer des Audi A5 Cabriolet eine völlig neue Bedeutung. Viele Möglichkeiten stehen Ihnen offen. Agilität und Komfort ergänzen sich und machen aus jedem Moment einen kostbaren Augenblick. Sie brauchen nur zu genießen. Klimaautomatik Hervorragendes Klima

Geteilt umklappbare Rücksitzlehne Raum

bleibt auch nach dem Schließen des

wird im Audi A5 Cabriolet in jeder Hinsicht

Verdecks erhalten: Die intelligente Klima-

exzellent genutzt. Die geteilt umklappbare

automatik merkt sich sowohl bei offenem als

Rücksitzlehne mit Fernentriegelung macht

auch bei geschlossenem Verdeck die

es einfach, lange Gegenstände zu verstauen.

vorgewählte Temperatur und stellt sich

Der großzügige Gepäckraum mit einem

selbst nach wiederholter Betätigung erneut

Volumen von 320 Litern (750 Liter bei

automatisch ein.

um-geklappter Rücksitzlehne) ist auch bei

Corporate Design · Typography · AUDI AG · 10/2011

2.0 Basic rules of Audi typography The Audi design principle of asymmetry is also fundamental in typographical design. This applies to both the overall layout and

Text aligned to middle

the design of individual elements.

Type set in the form of a shape. Lorem ipsum dolor sit amet, co elit, sed dia ipsum.

• Text is never aligned centrally or centred. Fully

• Words may not be written entirely in uppercase letters, the

TYPE IN ALL CAPS

only exception being AUDI AG.

ipsum

justified

text

Lorem

sit

amet,

dolor

consectetuer

• Type should not be set in the form of a shape or along a

adipiscing

curved line. • Audi typography is preferably in black or white. • The type colour chosen should offer the maximum contrast to the background.

Headlines Headlines are normally typeset flush-left, but may also be staggered (maximum of three lines). Audi Type Extended is used

Two-line indented headline

Headline in white

exclusively in this case. Copytext is flush-left and ragged.

Copytext is flush-left and ragged in

Copytext

Lorem ipsum dolor sit amet,

white on a dark background. Lorem

Copytext is preferably flush-left and ragged.

consectetuer adipiscing elit, sed.

ipsum dolor sit amet.

In printed media, Audi Type is used for this purpose. Figures Audi Type includes “proportional lining figures” and “lining

Fuel consumption in l/100 km:

figures for tables”. “Lining figures for tables” are used in tables.

City 11.0–16.1 Proportional lining figures

Detailed specifications for many different applications (brochures, advertisements, business stationery etc.) can be found in the relevant guidelines in the Corporate Design Portal.

1234 3478 9016

8956 1258 0942

Lining figures for tables

DTP

Typefaces

Headline

Audi Type Extended Bold Preferably flush-left, optionally staggered

Logotypes

Audi Type Extended Normal

Copytext

Audi Type Normal Flush-left in ragged paragraphs

Corporate Design · Typography · AUDI AG · 10/2011

3.0 Audi Type in OpenType format Audi Type OpenType is a cross-platform application and can be

Currency symbols

used both on Macintosh and on Windows PCs. OpenType-com

€ Euro $ Dollar ¢ Cent £ Pound ¥ Yen

patible applications (e.g. InDesign, Illustrator CS, Photoshop CS, QuarkXPress 7.3.1) are required to use the OpenType font. Besides standard characters in the Latin alphabet and all accentuated characters, the typeface file contains the characters for Modern Greek and Cyrillic languages. This means that individual language versions (character encodings) of the typeface are no longer required. Typesetting is facilitated by integrated special

¤ Currency

฿ Baht (Thailand) ₵ Cedi (Ghana) ₡ Colon (Costa Rica, El Salvador) ₫ Dong (Vietnam) ₲ Guarani (Paraguay) ₴ Hryvnia (Ukraine) ₭ Kip (Laos)

₤ Lira (Lebanon, Syria) ₦ Naira (Nigeria) ₪ New Shekel (Israel) ₱ Peso (Philippines, Cuba) ₨ Rupee (India, Pakistan etc.) ₮ Tugrik (Mongolia) ₩ Won (Korea)

characters such as ligatures, fractions and superscript figures. Overview of all characters in the Latin alphabet, special characters and ligatures

abcdefghijklmnopqrstuvwxyz A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 ¹ ² ³ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ⁰ ⁄ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉ ₀ ¼½¾⅓⅔⅕⅖⅗⅘⅙⅚⅛⅜⅝⅞%‰ áâàäåãæāăąćčĉċçďđðéêèëěēėęĕğģĝġĥħíîìïıĭīįĩ ĳĵȷķĺļłŀľńňņñŉóôòöõōőŏøœŕŗřßśşșšŝťţŧúûùüū ůűųũŭẁẃŵẅýŷỳÿźżžþ ÁÂÀÄÅÃÆĀĂĄĆČĊĈÇĎÐÉÊÈËĚĒĖĘĔĞĢĜĠĤĦÍÎÌÏĪ İĮĨĬĲĴĶĹĽĻŁĿŃŇŅÑÓÔÒÖÕŌŐŎØŒŔŘŖŚŞȘŠŜŤȚŦ Ú Û Ù Ü Ū Ů Ű Ų Ũ Ŭ Ẁ Ŵ Ẃ Ẅ Ỳ Ŷ Ý Ÿ Ź Ż Ž Þ fi fl ff ffi ffl € $ ¥ ¢ £ ¤ ฿ ₵ ₡ ₫ ₲ ₴ ₭ ₤ ₦ ₪ ₱ ₨ ₮ ₩ §§&©®℗™@#ªº¦¶ ? ! . , : ; _ - – — · … " ' ‘ ’ ‚ “ ” „ ‹ › « » / | \ ¿ ¡ † ‡ * ( ) [ ] { } + < = > ~ ¬ ± × ÷ ∂ ∆ π ∏ ∑ − √ ∞ ∫ ≈ ≠ ≤ ≥ ℓ Ω ƒ µ ¸˛¨´ˆˇ˘˙¯°˚˜˝^` ℮←↖↑↗→↘↓↙⌀►◀◆◊

Corporate Design · Typography · AUDI AG · 10/2011

3.1 Figures

Proportional lining figures

The OpenType font format means that various styles of figures are available. Audi Type includes “proportional lining figures” and “lining figures for tables”. It also includes fractions as well as genuine superscript and subscript figures.

Lining figures for tables

0213921 0213921

In InDesign, the lining figures and the superscript and subscript figures can be located by selecting “OpenType” in the “Draw” window in the menu: Fractions

Genuine superscript/ subscript figures

⅓ ⅔ ⅗ ¹²³ 321 Non-genuine superscript/ subscript figures

321

123

Note: The lining figures for tables are saved in the standard character set as this is also used for tables in Excel. To ensure that proportional lining figures appear automatically in copytext, this can be selected as a default setting in InDesign in the menu shown above. The complete character set can be viewed in InDesign via the “Glyphs” window (located in the menu bar under “Type”) and can also be selected directly from here.

Corporate Design · Typography · AUDI AG · 10/2011

4.0 Audi Type in TrueType format The Audi Type corporate typeface is used in all Audi communi

Office communications

Font to be used

Presentation templates

Audi Type (Arial)

applications. It is available in the four most important styles:

Letterhead

Audi Type

Audi Type Extended Bold, Audi Type Extended Normal, Audi

Fax sheet

Audi Type

E-mail

Arial

cation media provided this is technically feasible. A TrueType version of the typeface has been developed for use in Office

Type Bold and Audi Type Normal. The lining figures for tables are saved as standard in the TrueType character set as this is used for tables in Excel. In addition to the languages based on the Latin alphabet, the current TrueType version (v03.05) covers Modern Greek and (Asian) Cyrillic. A complete list of supported languages can be found on page 4. Audi Type cannot be used in e-mail communications for technical reasons. The system typeface, Arial, is therefore used in this case.

5.0 The Internet and digital media As far as technically feasible, Audi Type is used in digital media.

Note:

On websites, for example, headlines are integrated as picture

If typography is integrated as a picture file, only the Audi Type

files using Audi Type Extended.

typeface family is used.

Besides technical limitations, in digital media it may be neces-

Digital media

Font to be used

Substitute fonts

case, Audi Type is replaced by the system typeface Verdana. In

Headlines

Audi Type Extended

–

specific exceptional cases, the Tahoma typeface may be used for

Copytext

Audi Type

Verdana, Tahoma

Typography as a picture file

Audi Type

–

sary to use an alternative typeface to ensure legibility. In this

very small type sizes. Further information can be found in the “Digital Media” guideline.

Corporate Design · Typography · AUDI AG · 10/2011

6.0 Audi Type characters in non-Latin alphabets In addition to Latin characters, the latest version of Audi Type

Displaying the characters in the graphics applications

(OpenType: v03.2, TrueType v03.05) includes all Cyrillic, Asian

Adobe InDesign and Adobe Illustrator

Cyrillic and Modern Greek characters. A complete list of sup-

Regardless of the selected language setting, in professional

ported languages can be found on page 4.

graphics applications it is possible to access all characters contained in an OpenType character set as follows: in the “Font” menu item, go to the sub-item “Glyphs”. All characters in the

Activating country-specific characters

character set can be displayed in this window in the given styles. This is particularly convenient for selecting individual

Activation in Windows

characters. For texts in a non-Latin alphabet, it is possible to

Select “Control Panel” in the “Start” menu and click the

change to other language and country settings as described.

“Regional and Language Options” menu item. In the “Languages” tab, select “Details”. In the “Settings” tab, it is now possible to add additional language settings and activate them in the pull-down menu. The selected languages can also be deleted in the same window. It is now possible to change between the activated languages in the taskbar. Activation in Mac OS X

Overview of all Cyrillic, Asian Cyrillic and Modern Greek characters

In the “Apple” menu, select “System Preferences” and then “International”. Click the “Input menu” tab. In order to display the given character palette for the selected language, click in the “On” box next to “Character Palette” at the very top of the country list. Now click on the language you wish to select for the character palette. The “Show input menu in menu bar” option should now be activated. If you now require the character palette in a different language, select the relevant flag in the menu bar. The same menu can also be used to display the character palette.

Ѐ Ё Ђ Ѓ Є Ѕ І Ї Ј Љ Њ Ћ Ќ Ѝ Ў Џ А Б В Г Д Е Ж З И Й К Л М Н О П Р С ТУ Ф Х Ц Ч Ш Щ Ъ Ы Ь Э Ю Я а б в г д е ж з и йк л м н о п р с т у ф х ц ч ш щ ъыьэюяѐёђѓєѕіїјљњћќѝўџѲѳҐґҒғҖҗҘҙҚқҜҝҠҡҢңҪ ҫҮүҰұҲҳҶҷҸҹҺһӁӂӘәӢӣӨӮӯΆΈΉΊΌΎΏΐΑΒΓΔΕΖΗΘ ΙΚΛΜΝΞΟΠΡΣΤΥΦΧΨΩΪΫάέήίΰαβγδεζηθικλμνξοπρς στυφχψωϊϋόύώ΄΅

Corporate Design · Typography · AUDI AG · 10/2011

7.0 Languages that are not supported 7.1 Simplified Chinese

7.2 Japanese

The Chinese typeface does not have a separate “Extended” type

The Japanese typeface also does not have a separate “Extended”

style. For this reason, only two type designs are used in Chinese

style. For this reason, only two type designs are used in

text matter. For headlines, the appearance of an Extended type

Japanese text matter.

design is achieved by scaling (stretching) the width of the type to 120 in the Font menu.

DFPHSGothic-W3 (TrueType) corresponds to Audi Type in the Normal and Extended Normal type designs.

Depending on the given system requirements, the character sets may be obtained as TrueType or OpenType versions. DFPHeiW5-GB (TrueType) and DFPHeiStd W5 (OpenType) correspond to Audi Type in the Normal and Extended type designs respectively (width: 120 %).

DFPHSGothic-W7 (TrueType) corresponds to Audi Type in the Bold and Extended Bold type designs.

DFPHeiW9-GB (TrueType) and DFPHeiStd W9 (OpenType) correspond to Audi Type in the Bold and Extended Bold type

Orders

designs respectively (width: 120 %).

These two Asian typefaces may be obtained as TrueType and OpenType versions from the supplier “dynalab” (www.dynalab. com). The TrueType versions may be downloaded directly from the online shop. If you would like to order the OpenType fonts, please contact the supplier’s Sales Department: dyna_sales@dynalab.com.hk Tel. +852 2866-3560 Fax +852 2865-3308 Note: In all cases, these typefaces may only be used for the given country-specific text matter. The characters of the Latin alphabet it contains are never used as a substitute for Audi Type!

Corporate Design · Typography · AUDI AG · 10/2011

7.3 Korean The Korean typeface does not have a separate “Extended” type style. For this reason, only two type designs are used in Korean text matter. HY Gothic Bold (Korean) corresponds to Audi Type in the Normal type design.

HY Gothic ExtraBold (Korean) corresponds to Audi Type in the Bold type design.

Orders The Korean typeface may be obtained as a TrueType version from suppliers including “ascenderfonts” (www.ascenderfonts.com). Note: In all cases, this typeface may only be used for the given country-specific text matter (Korean). The characters from the Latin alphabet and other Asian characters it contains do not replace either Audi Type or the alternative typefaces for Chinese/Japanese!

Corporate Design · Typography · AUDI AG · 10/2011

Downloads

General information

Audi owns all licensing rights to the new typeface: it can be

Responsible for content:

used globally for all Audi communication media and down-

AUDI AG

loaded free of charge via the Audi CD Portal. Please note that

I/VS-22

you must accept the conditions of use before downloading.

Corporate Identity 85045 Ingolstadt

More information on the use of the Audi typefaces can also

Germany

be found in the Audi CD Portal on the Internet: Note: URL: www.audi.com/cd

The reproduction of colours may vary depending on the

User name: audiuser

output device used. The colours of the illustrations are

Password: marketing

not binding, and in some cases illustrations are shown

Area: “Basic elements | Typography”

reduced or enlarged.

Branding on textiles Corporate Design Guideline Corporate Branding | Branding | Branding on textiles Status: 06/2010

Corporate Design · Branding on textiles · AUDI AG · 06/2010

Contents Introduction

The Audi textiles

3 Production

Use 1.0 Clothing for employees of AUDI AG and Audi partners 4

4.0 Processes

1.1 The Audi rings

4.1 Embroidery

1.2 Rings with logotype

4.2 Screen printing

4.3 Flocking

The most important rules

Downloads

General Notes

1.3 Name supplement

1.4 Logo size

1.4.1 Logotype type sizes

1.4.2 Positioning of the logotypes

1.5 The basic colours

1.6 Producing the rings and the rings with logotypes

1.7 Examples: AUDI AG employees and Audi partners

2.0 Sponsorship clothing

2.1 Rings with the „Audi“ lettering

2.1.1 Special case: Rings with vertical „Audi“ lettering

2.2 Rings with logotype

2.3 Producing the rings with the „Audi“ lettering or a logotype

2.4 Sponsorship examples

3.0 Audi collection

3.1 The Audi rings

3.2 Logo size

3.3 Producing the rings

3.4 Audi collection examples

Corporate Design · Branding on textiles · AUDI AG · 06/2010

Introduction

The Audi textiles A sophisticated brand needs an unmistakeable identity. This also means that, when used on textiles, the Audi logo must comply with Corporate Design guidelines. There are three categories of textile branding based on different applications: • Employee clothing, where the branding is functional and signals that the wearer belongs to Audi and/or a specific department. • Branding on clothing used for sponsorship activities and events is primarily designed to make an impact. • The sophisticated style of the lifestyle articles in the Audi collection is underlined by discreet branding. This guideline presents the basic rules for using the Audi logo and logotypes on clothing.

Corporate Design · Branding on textiles · AUDI AG · 06/2010

Use 1.0 Clothing for employees of AUDI AG and Audi partners By wearing uniform clothing, Audi employees who appear in public communicate that they belong to the company. At the same time, their function or the area in which they work is identified – they are recognisable as Audi employees.

1.1 The Audi rings • Clothing worn by Audi employees in their given function bears the Audi rings.

Audi Gastronomie

• The rings are always on the left breast. • The logo is 50 mm wide (equivalent to 50% of the EPS file). • The solid version of the Audi logo (e.g. Rings_Solid-bl.eps) is used for embroidering textiles or shirts. • There is no branding on the collar of employee clothing.

Audi driving experience

• The rings are never vertical. 1.2 Rings with logotype • Logotypes, e.g. Audi Sport or a business unit, are always on the right breast. • The logotypes are aligned with the inside edges of the rings. • Logotypes consist of one or two lines, or three lines in special cases. • Please refer to the guideline „The Audi logotypes“ for

Audi Gastronomie

detailed information on this topic 1.3 Name supplement • The employee’s name is always on the right chest side in Audi Type Extended Normal.

Audi driving experience

• It is flush left with the logotype at a distance of one blank line. The type size and line spacing correspond to those of the logotype.

Audi Entwicklung Karosserie Name of employee

• The name without logotype is positioned on the same level as the lower inside edge of the rings. The maximum type size corresponds to the distance between the inside edges of the rings. 4

Corporate Design · Branding on textiles · AUDI AG · 06/2010

1.4

Logo size

50 mm corresponds to 50% of the file size

• The preferred size of the rings is 50 mm. 1.4.1 Logotype type sizes • With a ring width of 50 mm, the type size of a two-line logotype is 20.5 pt and the character spacing 0. • The type size is modified so that it remains proportional to the ring size. • For two-line logotypes, the line spacing is 110%. • For one-line logotypes, the maximum type size is 52.2 pt.

1.4.2 Positioning of the logotypes • The logotypes are always on the right breast, horizontal to the rings.

Audi Gastronomie

• The logotypes are aligned with the inside edges of the rings. • One-line logotypes are aligned with the bottom inside edges of the rings.

Positioning within the inside edges of the rings

• When positioning the rings and the logotype, it must be ensured that the distance to the outer edge is sufficient for the branding to be visible in full when the item is worn.

1.5

The basic colours In line with the Audi primary colours, the following T-shirt

White

PANTONE® 187

PANTONE® 431

colours should preferably be used for employee clothing: White, red (reference colour: PANTONE® 187) and dark grey (reference colour: PANTONE® 431). Only the Audi primary colours are used.

Corporate Design · Branding on textiles · AUDI AG · 06/2010

1.6 Producing the rings and the rings with logotypes • On white The rings are black, „Audi“ is red (Pantone 186 – Madeira thread 1838, Polyneon shade card) and the colour of the supplement is based on the rings. (Exception for the rings: e.g. screen printing – in this case the rings may also be produced in 3D)

Audi Gastronomie

• On red and dark fabrics Production in white It is important to ensure that the branding is not printed or embroidered across seams.

Audi driving experience

Corporate Design · Branding on textiles · AUDI AG · 06/2010

1.7 Examples: AUDI AG employees and Audi partners

50 mm entspricht 50% der Dateigröße

Corporate Design · Branding on textiles · AUDI AG · 06/2010

2.0 Sponsorship clothing In sponsorship activities, the promotional use of the logo takes priority. For this reason, the rings and the „Audi“ lettering are always used, either in the logo or in a logotype. 2.1 Rings with the „Audi“ lettering • The rings are never vertical. • The logo must be bold to ensure it is recognised immediately, even in motion. • The rings and the lettering are a fixed unit and may not be modified. • The size of the logo may be varied as the wide range of applications calls for considerable flexibility.

Variable logo size

• The logo (rings and lettering) can be applied to the chest area, to sleeves and to sports caps and trousers (see also 2.4 „Positioning examples“). • For sponsorship activities, the collar may also feature branding. Due to the limited space, only the rings are used here. • Please refer to the guideline „Audi Ski Sponsoring“ in the Corporate Design Portal under Advertising / Sponsoring / Audi Ski for detailed information on this topic. 2.1.1 Special case: Rings with vertical „Audi“ lettering • The „Audi“ lettering is below the rings and is typeset in Audi Type Extended Bold in white or red, depending on the background. • The „Audi“ lettering may be rotated flexibly to the right or left. • The minimum distance between the rings and the lettering is the width of one ring. The lettering height is aligned with the inside edges of the rings. • The rings are shown horizontally – never vertically! • File name: Rings_Solid-wh (on a dark or red background)

Corporate Design · Branding on textiles · AUDI AG · 06/2010

2.2 Rings with logotype The logotype may be positioned to the left or right of the rings, or below them. • In special cases the distance to the rings may be reduced

i Aud Sport Golf

to the cap height of the „A“. • Please refer to the guideline „The Audi logotypes“ for detailed information on this topic.

2.3 Producing the rings with the „Audi“ lettering or a logotype • On white, light grey and other light fabrics The rings are black, „Audi“ is red and the colour of the supplement is based on the rings. (Exception for the rings: e.g. screen printing – in this case the rings may also be produced in 3D) • On red and dark fabrics To ensure the logo can be recognised particularly quickly from afar and in motion, the logo and the logotype are white. It is important to ensure that the branding is not printed or embroidered across seams.

• Using the patch logo The patch logo is used for patterned backgrounds and coloured fabrics, for example on blue. • In other words, the given logo with a white, red or black background is applied to the coloured fabric. • Please refer to the guideline „Audi Ski Sponsoring“ in the Corporate Design Portal under Advertising / Sponsoring / Audi Ski for detailed information on this topic.

Patch logo special case

Corporate Design · Branding on textiles · AUDI AG · 06/2010

2.4 Sponsorship examples

Corporate Design · Branding on textiles · AUDI AG · 06/2010

3.0 Audi collection In the area of high-quality sportswear and lifestyle articles, the focus is not on the promotional use of the logo, but on the product itself.

3.1 The Audi rings • The Audi brand is referred to discreetly via the Audi rings. • The rings with the “Audi” lettering are used on labels 3.2 Logo size • The rings may be used in various sizes (min. 20 mm to max. 50 mm ring width).

50 mm corresponds to 50% of the file size

3.3 Producing the rings • The rings are preferably used tone-on-tone. • The colour of the rings should deviate approximately 10% from the colour of the given fabric. For embroidery, the difference in tone is achieved through the thread alone. • Alternative to tone-on-tone production: On light fabrics Production in medium grey (Pantone 431 – Madeira thread 1041M, Classic shade card) On dark fabrics Production in pale grey (Pantone 427 – Madeira thread 1811N, Polyneon shade card) On red fabrics Production in white It is important to ensure that the branding is not printed or embroidered across seams.

Corporate Design · Branding on textiles · AUDI AG · 06/2010

3.4 Audi collection examples

Corporate Design · Branding on textiles · AUDI AG · 06/2010

Production 4.0 Processes 4.1 Embroidery Basic rules for designing an embroidered logo: • When embroidering the rings, the first ring (seen from the left) crosses over the second one at the bottom and passes under the second one at the top. The same principle applies for the remaining rings. • To guarantee optimal quality, a new thread should be used for each letter of the logo. • Solid versions of the rings are available for embroidery on textiles.

Embroidery principle

• The minimum width of the rings is 50 mm. • File name: Rings_Solid-wh (on a dark or red background) or Rings_Solid-bl (on white)

Embroidery is the preferred method for applying branding to textiles. If it is not feasible, there are other options.

Corporate Design Âˇ Branding on textiles Âˇ AUDI AG Âˇ 06/2010

4.2 Screen printing Screen printed designs are usually printed using fully automatic multicolour screen printing machines. Multicolour printing offers an acceptable level of printing accuracy. Full-area coverage is possible. When screen printing on white fabrics there is also the option

File name Rings_4C_S_Audi or Rings_SC_S_Audi

of printing the Audi rings in 3D. Only the solid rings are printed on coloured fabrics.

4.3 Flocking Direct flocking With the direct flocking process, electrostatically charged flock particles are dispersed into glue, which is then applied to the fabric under pressure. When printing on coloured fabrics, the glue must be white. The process is only suitable for large logo sizes (200 mm). It offers excellent durability under normal demands caused by wearing, washing (garment turned inside-out, delicates programme only) and ironing (inside-out). Flock transfer The flock transfer process uses a transfer paper that holds the flock fibres. The glue is applied to the fibres using a screen. The process is suitable for multicolour designs, but only for small logo sizes. It offers good durability and high printing accuracy.

Corporate Design · Branding on textiles · AUDI AG · 06/2010

The most important rules

General

Logo

• The rings are never vertical.

Page 4

• Branding is never across seams.

Page 6

• The rings are always used. • Employee clothing is branded with the rings. A logotype may be used in addition.

Page 4

• For sponsorship activities, the rings are always used in conjunction with “Audi”, either as a logotype

Page 8

or as part of the logo.

Positioning

Colours

Page 9

• Patch logos and vertical “Audi” lettering may be used for sponsorship

Page 11

• The rings are preferably positioned on the left breast.

Page 4

• Logotypes are positioned relative to the rings on the left breast.

Page 4

• Optimal visibility, even in motion, must be ensured with regard to sponsorship applications.

Page 9

• Base fabrics in the Audi primary colours are preferred.

Page 5

• Tone-on-tone rings may be used on premium-quality lifestyle articles.

Page 11

• Maximum contrast must be ensured for sponsorship activities. Processes

• Embroidered branding is preferred.

Page 13

• Other processes must be used if necessary.

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Corporate Design · Branding on textiles · AUDI AG · 06/2010

Downloads

General Notes

You will find digital masters and further information in the

Responsible for content:

Corporate Design Portal in the internet.

AUDI AG

URL: www.audi.com/cd

I/VS-21

User name: audiuser

Brand Development/Corporate Identity

Password: marketing

85045 Ingolstadt

Area: „Branding / Branding on textiles“ Note: The presentation and look of colours may vary, depending on the printer/rendition used. The pictures shown are not binding in their colour and in some cases have been reduced or enlarged in size.