XL2 focuses on the consistent digital development of essential processes, ranging from production planning and logistics to finance, maintenance, quality and materials management. In the process, the company will establish key competencies in the latest SAP and cloud technologies, and provide them to the VW Group over the long term.

The brand idea: »Agile with Magnitude«. 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.«

The company name is very important for the brand identity. We write 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) make reference to both companies, whereby the number 2 also symbolizes their strong partnership. 

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 style guide for the new corporate design provides quick, comprehensive information about the new brand identity and the underlying design principles. 


Involved areas of expertise


  • Corporate design
  • Corporate design guidelines
  • Visual identity
  • Logo development
  • Naming






Corporate Design, Naming


since 2019

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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.

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