| Audi
2011 REBRAND 100 > merit Enterprise Rebrand Country Base: Germany Industry/Sector: Automotive, Transportation Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting With its headquarters in Ingolstadt in southern Germany, Audi is one of Volkswagen Group’s premium brands, and AUDI AG is considered one of the most attractive places to work in Germany. The company sells over 1million vehicles every year and its cars are renowned for outstanding design. As a premium car maker, Audi competes directly with BMW and Mercedes-Benz; the company’s sales have continually risen since 1994. Challenge The target of the ambitious project was to expand Audi’s claim to leadership among premium brands. The brand should clearly be positioned as a progressive premium brand and distinguish itself even more strongly from its competitors. The company’s focus should also become even more international, with an emphasis on the USA and China. The brand core, “Vorsprung durch Technik," should take center stage to create a clear profile that implements the brand’s values: high-quality, sporty and progressive. The corporate design system and its documentation in the online style guide also needed simplification — as few rules and as much flexibility as possible. Strategy The brand’s profile was sharpened and its vision refined, both with a focus on progressiveness. Based on the mission “Inspire customers around the world," the brand vision was expanded to include and depict the high levels of “brand experience” and “employee perception”. Audi presented itself with a relaunched corporate design for its 100th anniversary, communicated to brand managers across the globe through workshops, booklets, films, animations and digital media. The new design is described in simple, clear guidelines and made accessible for agencies, partners and dealers around the world through the online style guide. Result Audi’s redesigned look turns the brand’s new direction into a lasting experience. The basic elements, especially the logo, brand architecture, typography and colors, were reworked based on a new brand strategy; their integration creates a clear and strong impact. The branding work was conducted from the very beginning with a holistic approach in all dimensions (dealership signage, trade show stands, digital media, print, TV, social media etc.). As a result, Audi now has a groundbreaking corporate design that allows it to develop all future brand communication with a unique, bold look. Credits: Client: Audi - www.Audi.com Brand Strategists/Designers: MetaDesign AG - www.metadesign.de Executive Creative Direction: Uli Mayer-Johanssen Creative Direction: Thomas Klein Client Service Direction: Anita Genth Art Direction: Wolfgang Strack, Anke Martini Design: Jörg Dengler, Hanna Huber, Isabelle Birebent Brand Strategists/Designers: MUTABOR Design GmbH - www.mutabor.de Executive Creative Direction: Heinrich Paravicini, Johannes Plass Creative Direction: Paul Neulinger Client Service Direction: Andreas Koch Art Direction: Andrea Wald Design: Börries Müller-Büsching, Stefan Bräutigam, Steffen Granz, Finn Sienknecht [back] |
