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.

Involved areas of expertise

Services

  • Brand and design guidelines
  • Corporate design
  • Corporate design guidelines
  • Imagery
  • Communication concept
  • Brand portals

Client

Audi

Industry

Automotive

Project

Corporate Design

Year

since 2016

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Audi

Museum guide

We designed the guide for the Audi museum mobile to document the creation process. Blueprints are linked to images showing the actual realization, and sketches shimmer through on the back of the Japanese-bound pages.

Close details KMS COMMUNICATION

Audi

museum mobile

We developed the overall design and thematic concept for “museum mobile”, a museum honoring the 100 years of company history. When it opened in December 2000, Audi was the first automobile company in Germany to document its history in this way.

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Audi

Trade show exhibition IAA 2011

For the first time, Audi built its own freestanding building at the IAA 2011: the Audi Ring. The communication was inspired by the theme »Experience the Future« and aimed to create an interactive, lasting brand experience for visitors. The architecture and communication brought Audi’s brand core »Vorsprung durch Technik« and forward-looking positioning to life.

Close details KMS EXPERIENCE

Audi

Qube3 vehicle premiere

We designed a completely mirrored, 14-meter tall cube – »Qube3« – as an installation to introduce the Audi Q3 2011 in the heart of Barcelona. This extraordinary mirror construction reflects the environment in its façade, allowing it to merge with the rest of its surroundings. The mirrors and multimedia panels transform the interior into a seemingly endless space.

Close details KMS EXPERIENCE

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Staatsgalerie Stuttgart

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KMS TEAM developed the new visual identity for Staatsgalerie Stuttgart from two starting points – its position as a strong international brand, and as a museum with a unique collection.

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