German auto major Audi has unveiled a simplified version of its famous four-ringed logo, making it the latest in a line of car brands to simplify their logos.
With the revival of its corporate identity, the brand has redesigned its iconic four rings which has been synonymous with 'innovative mobility,' as its tagline.
In a Youtube video, Marc Leichte, Head of Audi Design, said, “When you think of Audi, I am pretty sure you imagine the four rings, and that’s a good sign. But with our overhauling and new Continuous Improvement (CI) strategy, we have made the rings discreet, two-dimensional yet very high quality. We aim to take Audi’s DNA to the very next level.”
As far as the new logo is concerned, the same arrangement of four rings has been maintained, but they are no longer elevated and have lost their lustrous chrome colour. The rings are now either dark grey with black borders or white with a thin black border.
With the makeover, Audi joins other automakers like Volvo, Nissan, and Vauxhall that have all switched from three-dimensional to two-dimensional emblems.
Audi, which means ‘to listen’ in Latin, believes that the new colourway is clearer and more easily identifiable against differently coloured car grilles and backgrounds.
Audi was established in 1909 and became a part of Auto Union GmbH in 1932. Today the company, owned by Volkswagen AG is present on all continents and has 13 production facilities across the globe.
Described by the brand as "the most famous rings in the world – aside from the Olympic rings", the original Audi logo was designed in 1932.
Each ring represents one of four individual independent car manufacturers – Audi, DKW, Horch and Wanderer – that merged to become Auto Union AG in Saxony during the global recession in the 1930s. The logo is designed to symbolise the "inseparable unity of the four founder companies".