AUDI 2040 BRAND MANUAL
Version 2.0
2018
CONTENTS
02
CHAPTER 1
1.0 IDENTITY SYSTEM 1.1
Rings
06
1.2
Configuration
08
1.3
Clear Space
10
1.4
Minimum Size
12
1.5
Color Palette
14
1.6
Color Usage
16
1.7
Incorrect Usage
18
CHAPTER 2
2.0 GRAPHIC ELEMENT 2.1
Typography
22
2.2
Hierachy
26
2.3
UI Element Usage
28
2.4
UI Element
30
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CHAPTER 1
1.0 IDENTITY SYSTEM 1.1
Rings
04
1.2
Configuration
06
1.3
Clear Space
08
1.4
Minimum Size
10
1.5
Color Palette
12
1.6
Color Usage
14
1.7
Incorrect Usage
16
04
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1.0 IDENTITY SYSTEM
1.1 Rings
Brand Identity System The Audi Ring should work across all media. The style you choose will depend on the environment in which the logo appears. To ensure the expression of the logo is right for its context, we’ve created a system that includes PANTONEŽ color, and an extended palette of solid colors as well as reversed logo treatments. So whether the Audi logo appears on packaging, the Web, TV, in print, on screen, or on a product, you have near infinite design flexibility to adapt the logo to its appropriate design context.
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HERO ICON On very rare occasions, when limited by space, use this vertical lockup.
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1.0 IDENTITY SYSTEM
1.2 Configuration
Which version? For all sites and properties, CRM, and secondary mentions, Audi Rings should be across all the applications and co-branding situations.
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PREFERRED VERSION On the most occasions, prefer to use this vertical lockup.
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1.0 IDENTITY SYSTEM
1.3 Clear Space
Logo Clear Space There must always be sufficient space surrounding the logo to avoid competition from other visual elements and to maintain its visual impact. The area of isolation represents the minimum clear space that mustbe provided at all times.
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AUDI RINGS This are is determined by the half height (X) of the rings and is proportional, regardless of logo size.
X
X
X
X
X
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1.0 IDENTITY SYSTEM
1.4 Minimum size
Sizing Limit To make sure our logomark and logo lockups are legible at small sizes, follow the rules shown here. The minimum size requirement is based on the total width. It’s acceptable to omit the Ž if it becomes illegible at small sizes in digital applications.
PRINT VERSION
104pts
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DIGTAL VERSION
147pts
FAVICON VERSION
48pts
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1.5 Color Palette
1.0 IDENTITY SYSTEM
Which version? Our brand color palette has been carefully selected for fun and flexibility. The primary, accent, and neutral colors all work together. When it comes to communication the Audi brand, color is quintessential. The following color groupings show how Audi color Palette can be built to remain harmonious. Working from these grouping will yield rich results that marry well with Audi’s visual language.
AUDI CLASSIC COLORS Audi Classic colors serve as a foundational palette that work universally across all of Audi.
NEBEL
PMS: 656C CMYK: 2 0 0 8 RGB: 228 233 236 HEX: E4E9EC
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ASPHALTGRAU
PMS: 10C CMYK: 10 0 0 70 RGB: 96 106 112 HEX: 606A70
AUDI GRAU
PMS: 446C CMYK: 73 64 59 55 RGB: 49 52 56 HEX: 313438
SCHWARZ
PMS: BLACK CMYK: 100 100 100 100 RGB: 0 0 0 HEX: 000000
SUPPLEMENTAL COLORS These colors have been selected as a foundation from which to build and evolve secondary palettes.
AUTOBAHN ORANGE
PMS: 7597C CMYK: 8 78 99 1 RGB: 220 72 39 HEX: DC4827
TIEFROT
PMS: 483C CMYK: 37 87 91 56 RGB: 92 31 18 HEX: 5C1F12
VOLT BLAU
PMS: 570C CMYK: 54 0 33 0 RGB: 112 200 185 HEX: 70C8B9
MONTE CARLO BLAU
PMS: 302C CMYK: 98 86 45 52 RGB: 28 37 64 HEX: 1C2540
COLOR RATIOS Working from these ratio extensions will yield rich results that marry well with Audi’s foundational colors.
Warm–Preferred
Classic Ratio
Cool–Supplemental
Classic Ratio
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1.0 IDENTITY SYSTEM
1.6 Color Usage
Which version? Our brand color palette has been carefully selected for fun and flexibility. The primary, accent, and neutral colors all work together. When it comes to communication the Audi brand, color is quintessential. The following color groupings show how Audi color Palette can be built to remain harmonious. Working from these grouping will yield rich results that marry well with Audi’s visual language.
PRIMARY USAGE To ensure the expression of the logo is right for its context, the system that includes solid colors and reversed logo treatments.
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SECONDARY USAGE On very rare occasions, when limited by the background, use these color combinations.
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1.7 Incorrect Usage
1.0 IDENTITY SYSTEM
Unacceptable Usage Inconsistent use of the Audi logo detracts from our brand equity and recognition. Altering or recreating the Audi logo in any way negates the consistency we strive to achieve. The examples below illustrate incorrect uses of Audi logo.
NEVER TO DO Audi Classic colors serve as a foundational palette that work universally across all of Audi. 1. Do not condense the logo. 2. Do not extend the logo. 3. Do not change the scale of the symbol to any size. 4. Do not outline the logo.
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1.
2.
3.
4.
SUPPLEMENTAL COLORS These colors have been selected as a foundation from which to build and evolve secondary palettes. 5. Do not change the orientation of the brand identity elements. 6. Do not change the original logo lock-up. 7. Do not rotate the logo to any degree. 8. Do not use opacity on the logo. 9. Do not customize the logo. 10. Do not add graphic elements to the logo. 11. Do not use the logo as pattern. 12. Do not use the logo on a complicated background. 13. Do not use the logo on a complicated background. 14. Do not apply a gradient or split fountain on the logo.
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5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
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CHAPTER 2
2.0 GRAPHIC ELEMENT 2.1
Typography
22
2.2
Hierachy
26
2.3
UI Element
28
2.4
UI Element Usage
30
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2.1 Typography
2.0 GRAPHIC ELEMENT
Font Choice Type tells a story. The right typeface, used consistently, builds character. To help you communicate quicky and simply without distracting from your message, we’ve created a systematic approach to UI typography using Titling Gothic FB as our main typeface and Din 2014 as our suppot typeface.
TITLING GOTHIC FB The primary face for all Audi heads, subheads. UI communications.
Titling gothic FB Skyline Standard
Aa Bb Cc 1 2 3
Titling gothic FB Skyline Med
Aa Bb Cc 1 2 3
Titling gothic FB Condenced Thin
Aa Bb Cc 1 2 3
Titling gothic FB Condenced Light
Aa Bb Cc 1 2 3
Titling gothic FB Condenced Reg
Aa Bb Cc 1 2 3
Titling gothic FB Condenced Standard
Aa Bb Cc 1 2 3
Titling gothic FB Condenced Med
Aa Bb Cc 1 2 3
Titling gothic FB Condenced Bold
Aa Bb Cc 1 2 3
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TITLING GOTHIC FB Continued
Titling gothic FB Narrow Thin
Aa Bb Cc 1 2 3
Titling gothic FB Narrow Light
Aa Bb Cc 1 2 3
Titling gothic FB Narrow Reg
Aa Bb Cc 1 2 3
Titling gothic FB Narrow Standard
Aa Bb Cc 1 2 3
Titling gothic FB Narrow Med
Aa Bb Cc 1 2 3
Titling gothic FB Narrow Bold
Aa Bb Cc 1 2 3
Titling gothic FB Condenced Med
Aa Bb Cc 1 2 3
Titling gothic FB Condenced Bold
Aa Bb Cc 1 2 3
Titling gothic FB Normal Thin
Aa Bb Cc 1 2 3
Titling gothic FB Normal Light
Aa Bb Cc 1 2 3
Titling gothic FB Normal Reg
Aa Bb Cc 1 2 3
Titling gothic FB Normal Standard
Aa Bb Cc 1 2 3
Titling gothic FB Normal Med
Aa Bb Cc 1 2 3
Titling gothic FB Normal Bold
Aa Bb Cc 1 2 3
Titling gothic FB Normal Black
Aa Bb Cc 1 2 3
Titling gothic FB Wide Black
Aa Bb Cc 1 2 3
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2.1 Typography
2.0 GRAPHIC ELEMENT
Font Choice Continued.
DIN 2014 The secondary face for all Audi body paragraphy and suppot communications.
Din 2014 Extra Light
Aa Bb Cc 1 2 3
Din 2014 Extra Light Italic
Aa Bb Cc 1 2 3
Din 2014 Light
Aa Bb Cc 1 2 3
Din 2014 Light Italic
Aa Bb Cc 1 2 3
Din 2014 Regular
Aa Bb Cc 1 2 3
Din 2014 Regular Italic
Aa Bb Cc 1 2 3
Din 2014 Demi
Aa Bb Cc 1 2 3
Din 2014 Demi Italic
Aa Bb Cc 1 2 3
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DIN 2014 Continued
Din 2014 Bold
Aa Bb Cc 1 2 3
Din 2014 Bold Italic
Aa Bb Cc 1 2 3
Din 2014 Extra Bold
Aa Bb Cc 1 2 3
Din 2014 Extra Bold Italic
Aa Bb Cc 1 2 3
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2.0 GRAPHIC ELEMENT
2.2 Hierachy
Type Setting Type can lend clarity to your message. By employing a consistent type hierarchy, the readability of your communication becomes more clear and meaningful. The examples above give some guidance on type hierarchy. In general, maintain a balanced contrast between titles/subtitles and body copy.
MULTI-LEVEL SETTING
Titling gothic FB Bold 14 pt.
Welcome to Audi Life.
Titling gothic FB Regular 14 pt.
Geared to your life and style
Din 2014 Light 10 pt.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
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SAME-LEVEL SETTING
Titling gothic FB Medium 10 pt.
Geared to your life and style
Din 2014 Light 10 pt.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat.
DIN 2014 Developed specifically for body text Available in five weights.
Titling gothic FB Medium 20 pt. Light 20 pt.
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Lifestyle, living in the Audi ethos.
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2.3 UI Element
2.0 GRAPHIC ELEMENT
Dot
DOT SETTING
PMS: 570C CMYK: 54 0 33 0 RGB: 113 200 186 HEX: 71C8BA
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PMS: 2212C CMYK: 74 38 39 6 RGB: 75 128 139 HEX: 4B808B
PMS: 541C CMYK: 92 70 40 26 RGB: 34 71 99 HEX: 224763
PMS: 426C CMYK: 73 64 59 55 RGB: 49 53 56 HEX: 313538
DOT SIZE RATIO
Center
Transition 2
Transition 1
Inactive
DOT GRID Each dot inthe grid is 4.5 dots away from the ones surrounding it.
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2.0 GRAPHIC ELEMENT
2.4 UI Element Usage
Dot
DOT DEPTH Each dot size should be used in succesion to give a sense of depth. You can skip one step if you need to.
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GRID SAMPLE
DEPTH SAMPLE
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