The brand is clear-cut, bold and visible to all – an appeal to reject uniformity, more than just pure performance positioning. We created a new visual identity for Audi Sport, and it's more focused, straightforward and stronger.

For the first time, the Audi Sport sub-brand has its own CD based on the Audi corporate design with clear, easy-to-implement design principles. The imagery is in line with the new theme »feel the powerful moment«. The new corporate design is accessible to the public on the Audi brand portal.


Involved areas of expertise


  • Corporate design
  • Corporate design guidelines
  • Imagery


Audi Sport




Corporate Design


since 2018

Close details


Corporate Design

Our starting point for the new Audi corporate design was to take a truly holistic approach to creating design principles for analogue and digital applications. Our goal was to replace the complex system of CI rules with dynamic principles – allowing the brand to communicate quickly, flexibly and creatively with people across all touch points in the age of digital transformation.

Close details


Corporate Design

ŠKODA has a wide and loyal customer base, whose purchasing decisions are guided by rational reasoning. The brand wants to change this and establish an emotional connection to its customers by strengthening the design at all of the brand’s touchpoints in equal measure. ŠKODA communicates relevant stories and content via digital channels that directly appeal to the target group. In addition to new models with a striking, crystalline design, the most important tool is a new visual identity that translates this message.

Close details KMS BRANDING


Corporate design and typography

Bentley stands for a breathtaking driving experience, handcrafted luxury and an unmistakable design. The new corporate design and newly developed corporate typeface embody the exclusivity of the brand while enhancing Bentley’s brand profile.

Close details KMS BRANDING

Porsche Motorsport

Vehicle design

The Porsche 919 Hybrid started at the legendary 24 Hours of Le Mans race in the LMP1 (Le Mans Prototype 1) prototype category. The lettering »Porsche Intelligent Performance«, developed by KMS TEAM, placed the focus on Porsche’s brand core.

Close details


Brand development

The new beginning for Lamborghini in 1998 involved a radical identity at every level. Consistent simplification shifted perception to the core of the brand: extreme, uncompromising, exclusive. Spatial presentations and dramatic brand experiences played a major role in helping Lamborghini regain its legendary status.

Close details