Audi Sport

Style guide

Digital version dated: July 2016

For internal use only
 UNFOR ESEEN
P ER FOR MANCE.
Audi Sp or t
L o o k an d f e e l
Contents.

1 About 4
Audi Sport strategy 5

2 Tone of voice 10
Basic rules 11
Visual assets 16
Branding 17
Typography 19
Colour concept 21
Red rhombus 25
Imagery 27

3 Communication applications 37
Print 38
TVC ending 40

4 Spacial design 41
Best practice IAA 2015 42
Branding 43
Materials 44
Typography 45
Lounge interiors 46

General information 48

Table of contents 3
 1.
ABOUT
AU D I S P O R T
R E T H I N K . R E S TA R T.
T h e n e w A u di Sp o r t b r an d.
Audi Pr emium at it s b es t .

MOD ER N MOD ER N
P RESTIGE P ERFORM ANC E

E s t ab l ish a w h o l e n e w dim e n si o n f or A udi Sp or t

d e ve l op t h e pinna cl e sub - br an d

Brin g it al l to ge ther us e al l asse t s an d f a ce t s .

D eve l op a pr emium an d pr o gr essi ve bran d tonal it y

f or Audi Sp or t .

Audi Sport Style Guide | About | Audi Sport strategy 5

 AU D I S P O R T C A M P A I G N 2016
T H E S T R AT E G I C MI S S I O N
Audi Sp or t cr eates a hal o e f f e c t on the Audi bran d
a dding sp or tin ess ( p e r f or man ce), b u t al s o s ophis tic ation
(m o de r n p r e s t i g e) an d p r o gr es si ve n e s s .

Audi Sport Style Guide | About | Audi Sport strategy 6

 AU D I S P O R T C A M P A I G N 2016
T H E CO MP E T I TO R S
Positionin g
MODER N
PRESTIGE
p r o gr e s si ve
un der s t atement
in dependent

S T R AT E G I C D I R E C T I O N
Focus area is Modern Per f ormance,
with a rooting in Modern Pres tige

MODER N
P E R F O R M A N C E 1.0 P ERFORMANC E
s t r o n g / m us cly / a g gr e s si v e a gil e / d y namic (t h e a t hl e t e)
(t h e p os er) b r i gh t / f as cina t in g / s ur p r isin g
dark & gr im e / f r ightenin g hightec / human -touch
t e chn o cr at ic / co ol

P R E M I U M 1.0
cons er v ati ve
s t a t us o r i en t e d
el i t is t

Audi Sport Style Guide | About | Audi Sport strategy 7

AU D I S P O R T C A M P A I G N 2016
B R A N D S T R AT E G Y

=
UNFOR ESEEN
P ER FOR MANCE

Audi Sport Style Guide | About | Audi Sport strategy 8

AU D I S P O R T C A M P A I G N 2016
M E D I A S T R AT E G Y & I N S I G H T S
O ur communic ation t ar ge t is to a c ti v ate p o te ntial b u ye r s
an d to cr eate a f an base of enthusias t s f or Audi Sp or t .

TA R G E T G R O U P S
HIGH

LOW ER
Activate awareness
and information
interest for Audi Sport
Pr emium / aspirational

Motor spor t af f init y

Potential
buyers

Create a
fan base for
Fan base Audi Sport

(brand)

HIGH
LOW

Audi Sport Style Guide | About | Audi Sport strategy 9

 2.
TO NE O F VOICE
AU D I S P O R T
 T H E ICO NIC
S U B -B R A N D .
The r e d rhombus r e f e r s to the f o un dation
in motor sp or t an d guarante es th e high es t
r e co gnis ab il it y f or Audi Sp or t .

11
 T H E AU D I S P O R T
S I LV E R A P P E A L .
V isual isin g the p e r f e c t combination
of te chnol o g y, pr e cision an d design.

12
 BORN ON THE
T R ACK.
B U I LT F O R T H E
ROAD. T h e R an d R S m o d e l s ar e t h e h e r o es an d e m b o d y
t h e e m o t i o nal sp ear h ea d o f A u di Sp o r t .

13
 R ACE T R ACK
C R E D I B I L I T Y.
The te chnol o gic al a d van t a g e
has it s s tr ong f o un dation in
Audi s motor sp or t comp e tence.

14
 LIVE
E XP ER IENCE.
D y namic s ma de t an gib l e.
Audi Sp or t at motor sh ow s an d event s .

15
Six visual assets Sub-brand logo Dynamic typography

to tell the Audi BORN ON

Sport story. TH E TR AC K .
B U I LT FO R TH E
R O A D. T h e a l l- n e w
Audi R8 Coup.

Based on the general Audi CI elements and guidelines,

Audi Sport tells a unique story using its very own visual
codes. Silver appeal and colour code The red rhombus

Their application in Audi Sport communication is described

in detail on the following pages.

Imagery Performance materials

Audi Sport Style Guide | Tone of voice | Visual assets 16

The branding 1

of Audi Sport.

In order to strengthen Audi Sport as a sub-brand, the

2 3
Audi rings appear in the solid version in all measures of
Audi Sport communication.

Formal harmonisation of branding

Dierentiation from main brand
Enhanced exibility within imagery
Height of rhombus
less than 6 mm
This page outlines the basic principles for using
the Audi Sport emblem. Size S

Please note the recent modication for dark and red

backgrounds: the thickness of the rhombus white outline
Height of rhombus
has been reduced. The white outline serves as a sharper between 6 and 300 mm
contrast to the background.
Size M

These les can be found on the Audi Corporate Identity

Portal.
Height of rhombus
larger than 300 mm

Size L

Audi Sport Style Guide | Tone of voice | Branding 17

Branding:
Ten basic
design rules.

The emblem is used together with the Audi rings Height of Audi Sport emblem = inner edges of rings
As a rule, the Audi Sport emblem always appears No claim Minimum space = 1 width of the Audi rings
together with the Audi rings Audi Sport as the main brand signature
The rings and the Audi Sport emblem should be used
in various media so that Audi Sport is perceived as
the main brand signature
The Vorsprung durch Technik brand claim is not
used in Audi Sport communications
The size of the Audi Sport emblem is derived from
the Audi rings; the size denitions for their use also
apply to Audi Sport
The Audi Sport emblem is positioned at least one
width of the Audi rings away from the Audi rings
Protective zone = 1 ring height Horizontal positioning or
The protective zone around the Audi Sport emblem
vertical positioning
is the height of one ring
The rings and the Audi Sport emblem are aligned
horizontally or vertically to each other at the edges
of the format diagonal alignments are not permitted
on red backgrounds
When positioned horizontally, the Audi Sport
rhombus is aligned with the inside of the Audi rings; on dark backgrounds
with at least 20% black
when positioned vertically, the logo and the emblem
on white backgrounds
are both either left- or right-aligned
The corresponding basic versions of the emblem are
used depending on the background colour
The rings and the sport emblem are positioned one
Distance from format edge = 1 ring height Three dierent colour variations
ring height away from the format edges Available to download on the CI Portal

Audi Sport Style Guide | Tone of voice | Brand logo 18

Dynamic and
BORN ON THE
distinctive T R A C K . B U I LT F O R
typography. THE ROAD. T h e a ll - n ew
Au d i R 8 C o u p .

The emphasis on the light character type supports

the overall premium appeal of Audi Sport and the
dierentiation from the main brand. Wide spacing and
upper-case letters testify to the brands self-condence
and pride.

Audi Type Extended Italic is the headline type for Audi

Sport. Except for the use of upper-case letters and
Uptatqui debitati con nem renda consernatur seque eicium
spacing, no further modication of the typeface is quatem voluptate laborep ellupta tianimi, qui reicilic tem venditio.
Consernatur seque eicium.
necessary. Subheadlines are set in mixed case Audi Type
Extended Normal. Please refer to the following page
for details.

Audi Type Audi Type

Extended Italic Extended Normal

ABCDEFGHIJKLM abcdefghijklm
NOPQRSTUVWXYZ nopqrstuvwxyz
0123456789 0123456789

Audi Sport Style Guide | Tone of voice | Typography 19

Dynamic and Headline: 30 pt / 40,5 pt 135 % line spacing for DIN A4 applications

light typography. 16

BORN ON
TH E TR AC K .
Italic headlines for Audi Sport
Headlines are set with the Audi Type Extended Italic. B U I LT FO R TH E
Solely upper-case letters are used. Sublines remain

ROAD. T h e al l- n e w

X
straight cut. These are set in mixed case. X
Audi R8 Coup .
The letter spacing is extended by 100 (main head
and subhead). Subheadline: 10.5 pt / 13.5 pt 130% line spacing for DIN A4 applications.
The line pitch for headlines is 135% of the cap height. The headlines cap height denes the horizontal space between headline and subheadline.
(e.g. cap height 30 pt, line pitch 40.5 pt).
16
The cap height of subheadlines or product names is
35% of the headlines size with a line pitch of 130%.
The subheadline is aligned with the last line of the
BORN ON
headline and set to either black or white, depending
on the font or image in the background. The subhead-
TH E TR AC K .
line may also be placed below the headline within its
baseline grid. B U I LT FO R
All headlines are left-aligned and slanted, following

a diagonal line derived from the italic cut

Angle of alignment = 16
X
TH E R O A D .
X
L o r e m ipsum d o l or es .
Copytexts for Audi Sport The new Audi R8 Coup .
Audi Type Normal is used for copytext and follows the
Subheadline: 10.5 pt / 13.5 pt 130% line spacing for DIN A4 applications.
general Audi CI guidelines.
Subline aligned on the headlines baseline grid.

Audi Sport Style Guide | Tone of voice | Typography 20

The Audi Sport
silver appeal.
The meaning.

The depiction of silver is deeply connected to the Audi

heritage and a constant asset within the corporate
identity. It is inspired by the original moment of Audis
success in motor sport the heroic Silberpfeile
and other iconic examples of Audis technological
progressiveness.

Furthermore, the Audi Sport silver appeal is derived

from many high-tech materials used in the car such
as aluminium and titanium, and from various exterior
colours as well.

The Audi Sport silver has its foundation in Audis

heritage and is proof of the brands contemporary
progressiveness.

The silver appeal plays with the diering appearances

of surfaces. Gradients of cold and warm greys interplay
to convey technological precision as well as premium-
ness and desirability. It plays with light and shadow,
reections and details.

The silver appeal is the main colour dominating images,

backgrounds, as well as spacial design.

Audi Sport Style Guide | Tone of voice | Colour concept 21

The Audi Sport BORN ON THE
T R A C K . B U I LT F O R

silver appeal. THE ROAD. The all-new

Audi R8 Coup.

Colour code.

Uptatqui debitati con nem renda consernatur seque eicium

quatem voluptate laborep ellupta tianimi, qui reicilic tem venditio.
Consernatur seque eicium.

The silver appeal is the main colour dominating images,

room settings and graphic elements.

Colour code example 2D communication Colour code example spacial design

The main dierentiation to the general Audi CI colour
code is as follows:
Amount of white is signicantly reduced Audi CI colour code
Amount of black is signicantly reduced. In spacial White Black Aluminium Silver Red Warm Silver
design, dark glass fronts play with reections. 0/0/0/0 60/50/50/100 30/20/20/10 0/100/80/15 10/12/16/27
Amount of Audi Red is increased. Audi Red sets strong - Pantone Black Pantone 877 Pantone 200 Pantone 401

accents by the integration of the red rhombus as well # #000000 #b3b3b3 #bb0a30 #b6b1a9
255/255/255 0/0/0 179/179/179 187/10/48 182/177/169
as signicant car details.

The colour code in Audi Sport communication follows

a given ideal ratio:
60% Silver and metals: Genuine surfaces and materials
Audi Sport colour code
25% Audi Red: Branding plus signicant details in
imagery Audi Sport Aluminium Silver PANTONE 8403 Audi Red PANTONE 187

15% Audi Corporate Colours: Black, White

Audi Sport Aluminium Silver is PANTONE 8403

as a full-area special colour.

High glossy white

Metallic surfaces

Bright midtones

Carbon surfaces
High glossy red
Audi Sport Style Guide | Tone of voice | Colour concept 22
The Audi Sport
silver appeal.
Reections and
details.
The entire greyscale is carefully balanced. The imagery
is dominated by hues of warm and cold greys, strong
contrasts and pointedly set light accents.

Black is reserved for providing contrast and details

within shadows and dark vehicle parts.
In imagery large areas of black must be avoided.
White is reserved for providing highlights and
reections in order to identify and emphasise the
appeal of materials. The interplay of reections
caused by the respective environment highlights
the vehicles athletic design and proportions.
Details in Audi Red are highlighted and clearly visible.
They stand out clearly within a silver surrounding,
adding further accents and leading the viewers eye
to the crucial areas of the image.

Audi Sport Style Guide | Tone of voice | Colour concept 23

Staging the
red rhombus.
The Audi Sport
brand icon.
The red rhombus is the strongest visual element of
Audi Sport. It refers to the sub-brands foundation
in motor sport and provides high and unique
recognisability.

To ensure the perception of the red rhombus as a 1. The red rhombus appears as a real three-dimensional object within the composition
brand icon, two basic rules sum up its integration of the product photography.
within Audi Sport imagery.

The following pages provide further details and examples.

2. The red rhombus appears as an authentic and natural element in the middle ground
or background. It is an integral part of a typical Audi Sport setting.

Audi Sport Style Guide | Tone of voice | Red rhombus 24

Staging the
red rhombus.
Application
within imagery.
The red rhombus in imagery has to be part of the
storytelling in the respective image and shall be photo-
graphically integrated as such.

The following rules have to be applied when staging

the red rhombus within the imagery.
The red rhombus must be integrated harmoniously
into the overall composition of the image
The red rhombus has to be recognisable as such
Do not integrate more than one rhombus
At least 50% of its shape must be visible
The red rhombus always slants to the right
Preferably the red rhombus is only slightly distorted
by the photographical perspective
For high-angle shots only the red rhombus can
be a oor element

Audi Sport Style Guide | Tone of voice | Red rhombus 25

Staging the
red rhombus.
Application
within imagery.
To avoid the red rhombus becoming a decorative element
and to provide maximum recognisability, the following
rules must be obeyed.

The red rhombus must not appear more than once

in one image
The red rhombus must not slant to the left
Except by vehicles, the red rhombus must not be
partially covered by other elements that disturb
the recognisability of its shape
The viewers perspective must not distort the shape
of the red rhombus
The red rhombus must not cover vehicles to any
extent

All images shown on this page demonstrate the wrong

use of the red rhombus.

Audi Sport Style Guide | Tone of voice | Red rhombus 26

Imagery.
Motor sport
reference.

Born on the track. Built for the road. Audis motor sport
engagement is the constant source and proof of the R
and RS models technological advantage.

New technologies are heralded by the Audi R18 in the

FIA World Endurance Championship. The technological
transfer to the series is boldly proven within the DTM
series and customer racing.

Scenes from the track and pit stop situations convey high
performance, action and emotion.

Audi Sport Style Guide | Tone of voice | Imagery 27

Imagery.
Dynamic roads.

The vehicles habitat is one of the strongest assets

in storytelling and the positioning of the product.
The most genuine habitat is the road itself whether
in urban settings or landscapes. Chosen car locations
and compositions should meet the R and RS models
characteristics:
Clear and well-arranged
Dynamic and powerful
Unique and self-condent
Premium and exclusive
Real and authentic

The ideal location bears the story told in an image

in itself.

Audi Sport Style Guide | Tone of voice | Imagery 28

Imagery.
Dynamic
racetrack.

Born on the track. Build for the road. Racetrack imagery

always refers to Audi Sports foundation in motorsport.

Daring perspectives and unique details support the

dynamic appeal of the vehicles. Curbs and lane markings
on the pavement provide red accents.

Audi Sport Style Guide | Tone of voice | Imagery 29

Imagery.
Architectural
environments.

Architecture always works as a prestigious backdrop for

the Audi Sport vehicles. The provided spacial dramaturgy
underlines their power and uniqueness, even in static
car shots.

Audi Sport Style Guide | Tone of voice | Imagery 30

Imagery.
Indoor
locations.

When focusing on design, materials and the specic

details of the model range, a tared out and sophisticated
arrangement of light is essential. This is best achieved
by studio photography. Furthermore, indoor locations
tell their very own stories:

Spacious and luxurious interiors, referring to the

idea of a car collectors garage
High-tech manufacturing sites, conveying both
craftsmanship as well as the high technological
aspiration of Audi Sport

Audi Sport Style Guide | Tone of voice | Imagery 31

Imagery.
Integration of
people.

Developing imagery for Audi Sport follows one purpose:

to create a tangible and vivid moment that carries
a strong emotional appeal. In imagery, people play
a supportive role and are generally rather used in BTL
communication measures.

Motor sport protagonists

Drivers, mechanics and team sta, whose attention
is always focused on the vehicles

Manufacturing
The emphasis lies on craftsmanship and technology,
so people play a secondary role in image composition

Target group and drivers

Predominantly male with visibly high self-esteem

Audi Sport Style Guide | Tone of voice | Imagery 32

Imagery.
Integration of
performance
materials.
Performance materials play a signicant role in the
technological advantage of the R8 and RS models.
Furthermore, they provide strong visual dierentiation,
proving the vehicles sporty aspiration and its
foundation in motor sport.

The use of the following materials transfers the vehicles

racing genes into a distinguished design.

Carbon bre:
lightweight, stability and motor sport appeal
Aluminium:
lightweight design, technological precision
Leather and stitching:
highly exclusive interior design and craftsmanship
Exterior varnishes:
depth of surface, dynamics, craftsmanship

Audi Sport Style Guide | Tone of voice | Imagery 33

Imagery.
Integration of
performance
materials.
Strong emphasis on the aesthetic staging of materials
and surfaces is required within Audi Sport commu-

Bright middletones
nication. Beside the photographic focus (lighting, the

High glossy white

Metallic surfaces

Carbon surfaces
High glossy red
highlighting of details etc.), the performance materials
become part of the vehicles environment.

Photography
Within the composition of car imagery, a reference to
the performance materials may be made by wall and oor
surfaces, depending on the situation.

Spacial design
Within three-dimensional set-ups such as showroom
interiors, events or exhibition spaces, genuine materials
are demonstrate the characteristics of the performance
materials. You will nd further details on page 44.

The choice of materials and a balanced ratio reects

the overall colour code for Audi Sport.

Audi Sport Style Guide | Tone of voice | Imagery 34

Imagery.
Exterior vehicle
colours.

Since the vehicles are generally the most dominant

element in Audi Sport communication, the choice
of exterior colours is an important aspect in the
images composition. The various gradings of silver,
grey and red reect the Audi Sport colour code.
Strong colourful accents are set with the full range
of exterior nishes.

Special exterior colours: race cars in FIA WEC, DTM and customer racing

Audi Sport Style Guide | Tone of voice | Imagery 35

Imagery.
Colour code in
moving images.

The multitude of scenery and vehicle environments

in TVCs, showroom reels and motion graphics require
a broader colour range for a realistic and authentic look
and feel of the footage. Yet the choice of location,
the lighting and a desaturated overall colour grading
has to match the general Audi Sport silver appeal.

Avoid elements that provide hues of bright and warm

colours in the surrounding environments
The lighting must provide a cool and technological
atmosphere.
Within the desaturated environments, the vehicles
bodies, details and the exterior colours have to stand
out boldly.
Stills from Audi Sport Showroom lm, 2015

Stills from Audi Sport video The Sign, 2015

Audi Sport Style Guide | Tone of voice | Imagery 36

 3.
AU D I S P O R T C O M M U N I C AT I O N
A P P L I C AT I O N S
Audi Sport
advertisements.
Samples.

Advertisement and poster designs

The exclusive, strong character of Audi Sport must clearly
be recognisable.

The layout essentially follows a simple, striking

design that expresses exclusive strength
Full-page, bleed-edge images with dynamic and
powerful content determine its character
The red rhombus is integrated harmoniously in
image content
In favour of an uncluttered impression, copytext
is used in a very limited way

Image still in progress.

Please note:
The adds displayed on this page are samples and BORN ON THE
T R A C K . B U I LT F O R
are not approved for application. THE ROAD. T h e a ll - n ew
Audi R8 Coup.

Quatem voluptate, qui reicilic tem venditio.

Consernatur seque eicium.

Image still in progress. Image still in progress. Image still in progress.

Audi Sport Style Guide | Communication applications | Print 38

Audi Sport
literature.
Samples.

Catalogue design
F U G E EU M
IN V EL M P O ?
The catalogue layout essentially follows Lorem ipsum dolores.
The new Audi R8 Coup.

a simple, striking design

Lorem ipsum Iquas maiorat hario volorumque volestrum facipis millab ipsam

Full-page, bleed-edge images with dynamic

temporro. Lorem ipsum Iquas maiorat hario voluptat volorumque volestrum
Nempe oc temporro.

Us, volorep ersperro que es ne volorecto tes dolorerum faccum voluptatet la

qui quid qui cuscia alique dis nisitet el mi, accus, ut autendam re vellabo ribus.
Videl ipsantur aliti optatempe sum faccum nis magniscid moluptasped quo et
ide vent repel et aut hario esent dolut aspic tempore ceriberrum necte

and powerful content determine its character

Images on double pages ideally relate to
and reect one another LU TA S D I T E M
E XCER I A .
The red rhombus is integrated in key images
Lorem ipsum dolores.
The new Audi R8 Coup.

Ende nonsequia sunt volupta tioresent mi, odist odisita cus,

sus etus ut aut ipicipsum ex exceptae imilibus aditiorehent illic
te nonsediti ut ressume iscimusda nis is volorisque estium rem
ipsam ium et eostrum et etus cus. Fic tore, tem experum sit
oc tecabore, in eic te nusandipsunt que prempor sum quo
tem quasperrorum illest dollaute volectus reperum renimi, me
nonecae pelendi gendeles moluptat.

Endi tem nulpa aut ex et untis es aut oc te nonsequis estru-

menihit que nos magnimped mos es ped ulpa nation cum, eum
qui odioris aut velita volore torempores rent, ocit ut ut etur?
Qui ad qui voluptus ius et

AG
A G NI A D O LO
CONE NIHI.
I MI D ?T h e al l- n e w
Audi R8 Coup.
Ende nonsequia sunt volupta tioresent mi, odist odisita
cus, sus etus ut aut ipicipsum ex exceptae imilibus aditi-
orehent illic ipsam ium et eostrum et etus cus. Fic tore,
tem experum sit

Audi Sport Style Guide | Communication applications | Print 39

The Audi Sport
emblem in the
TVC ending.

Within the TVC ending, the Audi Sport emblem

initially has a three-dimensional character but fades
into its two-dimensional form towards the end.

Audi Sport Style Guide | Communication applications | TVC ending 40

 4.
AU D I S P O R T
SPACI AL D ESIGN
Spacial design.
Best practice
IAA 2015.

Live experience
Audi Sport appearances in motor shows or individual
events allow a versatile live experience by linking together
dierent atmospheric zones:
Energising visitors
Vehicle presentation
Race car presentation
Lounge areas

A retreat area for a more direct communication with

visitors adds warm desaturated colours, for an atmos-
phere more easily experienced. Separated by black
semi-transparent glass fronts, the mirror eects add
to the general premium appeal.

Installations have to follow the overall colour code, but

due to light and video installations, certain areas may
focus on black and red to add dramaturgy to the staging.

Audi Sport Style Guide | Spacial design 42

Spacial design.
Audi Sport
branding.

For the main branding the negative version of the Audi

Sport logo is favoured. Depending on the overall concept
of the installation or specic interiors, the positive
versions on bright or red backgrounds may be used as
well.

Material
Silver surface, the red rhombus is applied by a lacquer
coating in Audi Red.

In spacial design three-dimensional Audi rings are used;

positioning and size depends on the location.
In general, the basic CI rules concerning the size ratios
are valid.

The integration of the red rhombus works either via the

vehicle branding or the appearance of a solitary element,
as a cluster of rhombi or a combination of both.
A three-dimensional execution in a dynamic composition
is mandatory. The surface of the rhombi is executed in
high-gloss red, PANTONE 187.

Audi Sport Style Guide | Spacial design | Branding 43

Spacial design.

High glossy white surfaces

Performance Imi-Beton

Granulate medium grey

smooth formwork grey

Granulate light grey

materials.

Carbon surfaces
High glossy red
Alu-Dibond
Imi-Beton
smooth formwork anthracite
Within three-dimensional set-ups, such as showroom
interiors, events or exhibition spaces, genuine materials
are used to meet the Audi Sport performance materials
character. The choice and application of materials must t
the vehicles on exhibition and the story which is being told.

Floors
Granulate oors in light to medium grey hues relate
to road and racetrack surfaces. High glossy white or
grey surfaces provide a more exclusive atmosphere.
Wall claddings
Imi-Beton (concrete imitation) has a tactile silvery
surface, conveying both authenticity and premium
Surfaces quoting the Audi Sport performance materials become the exhibited vehicles environment
appeal. The silver appeal is best achieved by Alu-Di-
bond claddings. Carbon surfaces support the techno-
logical look.
Lesenes and zoning
Dierent materials can be mixed to structure the
installation into separate zones. Lesenes may be used
to add further colour accents and for vehicle branding
on the oor.
Audi Red is reserved for branding, the rhombi,
lesenes and specic objects that are thematically
connected to the installation. Vehicles must not
be presented on red oors.

Audi Sport Style Guide | Spacial design | Materials 44

Spacial design.
Typography.

Communicaton on walls and backdrops

vehicle branding executed in 3D
Headlines are set in Audi Type Extended Italic
as described on page 20

Communication on oor surfaces

Audi Type Extended Bold to ensure legibility
and mechanical resilience
3D vehicle badges executed as inlaid work,
using material inlays and paint nishes
2D: paint nishes on accessible areas,
foil cut on unaccessible areas

Colour specication for Audi Red

Paint nish PANTONE 187
Foil cut: Oracal 031

Audi Sport Style Guide | Spacial design | Typography 45

Spacial design.
Lounge interiors.

Separate lounge areas provide a more private and

lively atmosphere for direct communication with
visitors and customers.

A pattern of three-dimensional red rhombs is the

brands backdrop.

A retreat area for a more direct communication with

visitors adds warm desaturated colours for a more
inviting atmosphere.

Audi Sport Style Guide | Spacial design | Lounge interior 46

Image still in progress.
Downloads General information

Additional information and templates can be Responsible for content:

found in the Audi Corporate Identity Portal on AUDI AG
www.audi.com/ci Integrated Communication Management I/VM-11 and
and in the Audi Marketing Database (MDB) on International Advertising & Digital Communications I/VM-21
www.audi-mdb.com 85045 Ingolstadt

Note:
The reproduction of colours can vary depending on the output device used.
The colours of the illustrations are not binding, and in some cases illustrations are shown reduced or enlarged.

Picture credits:
Agnieszka Doroszewicz, Motorsport live images on pages 1, 2, 14, 21, 24, 27, 32, 39
Robert Grischek, Audi R8 image on pages 12, 23, 39