What are global industry leaders Audi and Capgemini doing to address the rapidly changing demands of digital transformation? They founded a joint venture called XL2, designed to combine the innovative culture of a start-up with the strong performance of two international brands.
and corporate design
We did extensive work for Audi and Capgemini in the creation of XL2. First, we developed the brand idea »Agile with Magnitude«, which helped to differentiate the joint venture. The new corporate design also provided XL2 with a confident independence that conveyed its digital ingenuity and agility.
Patrick Carlet, Design Director KMS TEAM: »Our design reveals a company with a vision: to develop innovative solutions that will shape the digital transformation in the automotive industry. It brings the self-confidence of the major players to the agile start-up environment. The call-to-action button symbolizes interaction and is the main design element. We use it in a playful way to inspire curiosity and establish a dialogue between users and the brand.«
Our design reveals a company with a vision: to develop innovative solutions that will shape the digital transformation in the automotive industry.
Developing the company name
The company name is crucial in creating a unique brand identity. We used the magic number 42 – a light-hearted homage to Douglas Adams’ »The Hitchhiker’s Guide to the Galaxy« – in two different formats: 40 in Roman numerals, 2 in Arabic. At the same time, the numbers 4 (Audi: four rings) and 2 (Gemini = twins) refer to both companies, whereby the number 2 also symbolizes their strong partnership. A layer of meaning many of its tech-literate staff appreciated.
Design system and documentation
The people who work for XL2 want to help shape the future of the automotive industry. We aligned the communication to appeal to clever, creative minds who want to be part of this story. Our design system for the new corporate design provides quick, comprehensive information about the new brand identity and the underlying design principles.
XL2 is a joint venture founded by Audi and Capgemini. The consulting firm focuses on digital transformation issues in the automotive industry. XL2 aims to facilitate the full digital development of all central processes, including production planning, logistics, finance, maintenance, quality, and materials management. The new company is building key competencies in the latest SAP and cloud-based technologies and providing them to the VW Group over the long term.