Simon Betsch, Director Brand Strategy and Managing Director KMS TEAM: »We created a dynamic, flexible branding system to promote creativity based on the principles of versatility, authenticity and balance. Key elements shape the brand and its identity. At the same time, they encourage a vibrant dialogue and connection with people in their everyday lives. The new brand portal we are co-designing to communicate the new Audi CI will launch in early 2017. It will be accessible to everyone – a first in the automobile industry.«
We started by analyzing the technical and design aspects of existing and future identity characteristics. On that basis, we developed design elements and drafted rules for their use. The result: New design principles, including free logo placement, equally weighted brand colors, imagery reflecting people’s everyday lives, and vivid typography.
We redesigned the logo ending for use in all video channels: The rings are a dynamic element in the moving image, making them an integral part of the message. The rings can be featured flexibly and can stand at the beginning, in the middle, or at the end of the communication.
- Brand and design guidelines
- Corporate design
- Corporate design guidelines
- Communication concept
- Brand portals