Audi Sport

Official Websites

• https://www.audi.com/en/company/strategy/business-areas/audi-sport-gmbh
• https://www.audi.com/en/sport
• https://audisportexperience.com
• http://audi-motorsport.com
• https://www.audi.de/de/brand/de/stories/audi-sport.html

Brand Guidelines

2016

Brand Summary

Mission

• To establish Audi Sport as the pinnacle sub-brand, bringing together all assets and facets to develop a premium and progressive brand tonality, and to create a halo effect on the Audi brand by adding sportiness, sophistication, and progressiveness [^1].

Core Values

• progressive
• sporty
• sophisticated
• modern prestige
• understatement
• independent
• premium
• performance
• technological precision
• authenticity
• exclusivity
• human touch
• agility
• dynamic
• fascinating
• surprising
• strong
• muscular
• aggressive
• cool
• technocratic

Target Audience

• Potential buyers and enthusiasts for Audi Sport, predominantly male with visibly high self-esteem, aiming to activate awareness and create a fan base [^2].

Personality Traits

• premium
• progressive
• sporty
• sophisticated
• agile
• dynamic
• self-confident
• exclusive
• authentic
• modern
• technological
• human touch

Visual Identity Overview

• Audi Sport’s visual identity is defined by the red rhombus as the strongest visual element, a dominant silver appeal, dynamic and distinctive typography, and imagery that emphasizes performance, authenticity, and premium appeal. The brand uses a carefully balanced color palette (silver, red, black, white), bold logo usage, and a visual style rooted in motorsport and high-tech environments [^3].

Categories

Brand Voice

• TONE OF VOICE AUDI SPORT

Brand Imagery

• The red rhombus is the strongest visual element of Audi Sport. It refers to the sub-brand’s foundation in motor sport and provides high and unique recognisability.
• To ensure the perception of the red rhombus as a brand icon, two basic rules sum up its integration within Audi Sport imagery.
• 1. The red rhombus appears as a real three-dimensional object within the composition of the product photography.
• 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.
• The red rhombus in imagery has to be part of the storytelling in the respective image and shall be photo­graphically 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 floor element
• 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 viewer’s 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.
• Born on the track. Built for the road. Audi’s motor sport engagement is the constant source and proof of the R and RS models’ technological advantage.
• Scenes from the track and pit stop situations convey high performance, action and emotion.
• The vehicle’s 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 Rand RS models’ characteristics:
• ► Clear and well-arranged
• ► Dynamic and powerful
• ► Unique and self-confident
• ► Premium and exclusive
• ► Real and authentic
• The ideal location bears the story told in an image in itself.
• 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.
• 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.
• When focusing on design, materials and the specific 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 collector’s garage
• ► High-tech manufacturing sites, conveying both craftsmanship as well as the high technological aspiration of Audi Sport
• 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 staff, 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
• Performance materials play a significant role in the technological advantage of the RB and RS models. Furthermore, they provide strong visual differentiation, proving the vehicle’s sporty aspiration and its foundation in motor sport.
• The use of the following materials transfers the vehicle’s racing genes into a distinguished design.
• Carbon fibre: 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
• Strong emphasis on the aesthetic staging of materials and surfaces is required within Audi Sport commu­nication. Beside the photographic focus (lighting, the highlighting of details etc.), the performance materials become part of the vehicle’s environment.
• Within the composition of car imagery, a reference to the performance materials may be made by wall and floor surfaces, depending on the situation.
• 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 find further details on page 44.
• The choice of materials and a balanced ratio reflects the overall colour code for Audi Sport.
• 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 reflect the Audi Sport colour code. Strong colourful accents are set with the full range of exterior finishes.
• Special exterior colours: race cars in FIA WEC, DTM and customer racing
• 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.

Color Palette

• The silver appeal is the main colour dominating images, room settings and graphic elements.
• Amount of white is significantly reduced
• Amount of black is significantly reduced. In spacial design, dark glass fronts play with reflections.
• Amount of Audi Red is increased. Audi Red sets strong accents by the integration of the red rhombus as well as significant car details.
• Colour code example -2D communication
• Colour code example -spacial design
• Audi CI colour code
• White 0/0/0/0 #ffffff 255/255/255
• Black 60/50/50/100 Pantone Black #000000 0/0/0
• Aluminium Silver 30/20/20/10 Pantone 877 #b3b3b3 179/179/179
• Red 0/100/80/15 Pantone 200 #bb0a30 187/10/48
• Warm Silver 10/12/16/27 Pantone 401 #b6b1a9 182/177/169
• The colour code in Audi Sport communication follows a given ideal ratio: 60% Silver and metals: Genuine surfaces and materials 25% Audi Red: Branding plus significant details in imagery 15% Audi Corporate Colours: Black, White
• Audi Sport Aluminium Silver is PANTONE® 8403 as a full-area special colour.
• Audi Sport Aluminium Silver PANTONE® 8403 Audi Red PANTONE® 187
• Paint finish PANTONE® 187
• Foilcut:Oracal031
• Audi Red is reserved for branding, the rhombi, lesenes and specific objects that are thematically connected to the installation. Vehicles must not be presented on red floors.

Typography

• The emphasis on the light character type supports the overall premium appeal of Audi Sport and the differentiation from the main brand. Wide spacing and upper-case letters testify to the brand’s self-confidence and pride.
• Audi Type Extended Italic is the headline type for Audi Sport. Except for the use of upper-case letters and spacing, no further modification of the typeface is necessary. Subheadlines are set in mixed case Audi Type Extended Normal. Please refer to the following page for details.
• Audi Type Extended Italic ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789 Audi Type Extended Normal abcdefghijklm nopqrstuvwxyz 0123456789
• Italic headlines for Audi Sport ► Headlines are set with the Audi Type Extended Italic. Solely upper-case letters are used. Sublines remain straight cut. These are set in mixed case.
• ► The letter spacing is extended by 100 (main head and subhead).
• ► The line pitch for headlines is 135% of the cap height. (e.g. cap height 30 pt, line pitch 40.5 pt).
• ► The cap height of subheadlines or product names is 35% of the headline’s size with a line pitch of 130%. The subheadline is aligned with the last line of the headline and set to either black or white, depending on the font or image in the background. The subhead­line may also be placed below the headline within its baseline grid.
• ► All headlines are left-aligned and slanted, following a diagonal line derived from the italic cut
• ► Angle of alignment= 16°
• Copytexts for Audi Sport ► Audi Type Normal is used for copytext and follows the general Audi CI guidelines.
• Headline: 30 pt/ 40,S pt= 135 % line spacing for DIN A4 applications
• Subheadline: 10.5 pt/ 13.5 pt= 130% line spacing for DIN A4 applications.
• The headline’s cap height defines the horizontal space between headline and subheadline.
• Subline aligned on the headline’s baseline grid.
• 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 floor surfaces ► Audi Type Extended Bold to ensure legibility and mechanical resilience
• ► 3D vehicle badges executed as inlaid work, using material inlays and paint finishes ► 2D: paint finishes on accessible areas, foil cut on unaccessible areas
• Colour specification for Audi Red ► Paint finish PANTONE® 187 ► Foilcut:Oracal031

Logo Usage

• As a rule, the Audi Sport emblem always appears together with the Audi rings
• 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 definitions 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
• The protective zone around the Audi Sport emblem 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
• When positioned horizontally, the Audi Sport rhombus is aligned with the inside of the Audi rings; when positioned vertically, the logo and the emblem 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 ring height away from the format edges
• Height of rhombus less than 6 mm Size S
• Height of rhombus between 6 and 300 mm Size M
• Height of rhombus larger than 300 mm Size L
• The emblem is used together with the Audi rings
• No claim
• Audi Sport as the main brand signature
• Protective zone= 1 ring height
• Height of Audi Sport emblem= inner edges of rings
• Minimum space= 1 width of the Audi rings
• Horizontal positioning or vertical positioning
• Distance from format edge= 1 ring height
• Three different colour variations
• Available to download on the CI Portal
• Please note the recent modification for dark and red backgrounds: the thickness of the rhombus’ white outline has been reduced. The white outline serves as a sharper contrast to the background.
• For the main branding the negative version of the Audi Sport logo is favoured. Depending on the overall concept of the installation or specific 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.
• The integration of the red rhombus works either via the vehicle branding or the appearanee of a solitary element, as a cluster of rhombi or a combination of both. Athree-dimensional execution in a dynamic composition is mandatory. The surface of the rhombi is executed in high-gloss red, PANTONE® 187.
• 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.
• Audi Red is reserved for branding, the rhombi, lesenes and specific objects that are thematically connected to the installation. Vehicles must not be presented on red floors.

Tone And Messaging

• TONE OF VOICE AUDI SPORT

• Visualising the perfect combination of technology, precision and design.
• BORN ON THE TRACK. BUILT FOR THE ROAD.
• The R8 and RS models are the heroes and embody the emotional speedhead of Audi Sport.
• RACETRACK CREDIBILITY. The technological advantage has its strong foundation in Audi’s motor sport competence.
• LIVE EXPERIENCE. Dynamics made tangible. Audi Sport at motor shows and events.

Visual Style

• 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 floor element
• 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 viewer’s perspective must not distort the shape of the red rhombus
• The red rhombus must not cover vehicles to any extent
• The branding of Audi Sport. In order to strengthen Audi Sport as a sub-brand, the Audi rings appear in the solid version in all measures of Audi Sport communication.
• Please note the recent modification for dark and red backgrounds: the thickness of the rhombus’ white outline has been reduced. The white outline serves as a sharper contrast to the background.
• Height of rhombus less than 6 mm Size S
• Height of rhombus between 6 and 300 mm Size M
• Height of rhombus larger than 300 mm Size L
• As a rule, the Audi Sport emblem always appears together with the Audi rings
• 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 definitions 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
• The protective zone around the Audi Sport emblem 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
• When positioned horizontally, the Audi Sport rhombus is aligned with the inside of the Audi rings; when positioned vertically, the logo and the emblem 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 ring height away from the format edges
• Three different colour variations
• Dynamic and distinctive typography. The emphasis on the light character type supports the overall premium appeal of Audi Sport and the differentiation from the main brand. Wide spacing and upper-case letters testify to the brand’s self-confidence and pride.
• Audi Type Extended Italic is the headline type for Audi Sport. Except for the use of upper-case letters and spacing, no further modification of the typeface is necessary. Subheadlines are set in mixed case Audi Type Extended Normal.
• Italic headlines for Audi Sport ► Headlines are set with the Audi Type Extended Italic. Solely upper-case letters are used. Sublines remain straight cut. These are set in mixed case.
• ► The letter spacing is extended by 100 (main head and subhead).
• ► The line pitch for headlines is 135% of the cap height. (e.g. cap height 30 pt, line pitch 40.5 pt).
• ► The cap height of subheadlines or product names is 35% of the headline’s size with a line pitch of 130%. The subheadline is aligned with the last line of the headline and set to either black or white, depending on the font or image in the background. The subhead­line may also be placed below the headline within its baseline grid.
• ► All headlines are left-aligned and slanted, following a diagonal line derived from the italic cut
• ► Angle of alignment= 16°
• Audi Type Normal is used for copytext and follows the general Audi CI guidelines.
• Headline: 30 pt/ 40,S pt= 135 % line spacing for DIN A4 applications
• Subheadline: 10.5 pt/ 13.5 pt= 130% line spacing for DIN A4 applications.
• The headline’s cap height defines the horizontal space between headline and subheadline.
• Subline aligned on the headline’s baseline grid.
• The silver appeal is the main colour dominating images, backgrounds, as well as spacial design.
• The colour code in Audi Sport communication follows a given ideal ratio: 60% Silver and metals: Genuine surfaces and materials 25% Audi Red: Branding plus significant details in imagery 15% Audi Corporate Colours: Black, White
• Audi Sport Aluminium Silver is PANTONE® 8403 as a full-area special colour.
• Amount of white is significantly reduced
• Amount of black is significantly reduced. In spacial design, dark glass fronts play with reflections.
• Amount of Audi Red is increased. Audi Red sets strong accents by the integration of the red rhombus as well as significant car details.
• Colour code table: White 0/0/0/0 Pantone Black 60/50/50/100 Pantone 877 Aluminium Silver 30/20/20/10 Pantone 200 Red 0/100/80/15 Pantone 401 Warm Silver 10/12/16/27
• Colour code table: #ffffff #000000 #b3b3b3 #bb0a30 #b6b1a9
• Colour code table: 255/255/255 0/0/0 179/179/179 187/10/48 182/177/169
• Paint finish PANTONE® 187
• Foilcut:Oracal031

Layout And Composition

• ► 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
• ► The catalogue layout essentially follows a simple, striking design
• ► Images on double pages ideally relate to and reflect one another
• ► The red rhombus is integrated in key images

Spacial Design

• Audi Sport appearances in motor shows or individual events allow a versatile live experience by linking together different 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 atmos­phere more easily experienced. Separated by black semi-transparent glass fronts, the mirror effects 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.
• For the main branding the negative version of the Audi Sport logo is favoured. Depending on the overall concept of the installation or specific 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 appearanee of a solitary element, as a cluster of rhombi or a combination of both. Athree-dimensional execution in a dynamic composition is mandatory. The surface of the rhombi is executed in high-gloss red, PANTONE® 187.
• 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 fit the vehicles on exhibition and the story which is being told.
• ► Floors Granulate floors 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 appeal. The silver appeal is best achieved by Alu-Di­bond claddings. Carbon surfaces support the techno­logical look.
• ► Lesenes and zoning Different 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 floor.
• ► Audi Red is reserved for branding, the rhombi, lesenes and specific objects that are thematically connected to the installation. Vehicles must not be presented on red floors.
• Surfaces quoting the Audi Sport performance materials become the exhibited vehicles’ environment
• 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 floor surfaces ► Audi Type Extended Bold to ensure legibility and mechanical resilience ► 3D vehicle badges executed as inlaid work, using material inlays and paint finishes ► 2D: paint finishes on accessible areas, foil cut on unaccessible areas
• Colour specification for Audi Red ► Paint finish PANTONE® 187 ► Foilcut:Oracal031
• 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 brand’s backdrop. A retreat area for a more direct communication with visitors adds warm desaturated colours for a more inviting atmosphere.

Performance Materials

• Performance materials play a significant role in the technological advantage of the RB and RS models. Furthermore, they provide strong visual differentiation, proving the vehicle’s sporty aspiration and its foundation in motor sport.
• The use of the following materials transfers the vehicle’s racing genes into a distinguished design.
• Carbon fibre: 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
• Strong emphasis on the aesthetic staging of materials and surfaces is required within Audi Sport commu­nication. Beside the photographic focus (lighting, the highlighting of details etc.), the performance materials become part of the vehicle’s environment.
• Within the composition of car imagery, a reference to the performance materials may be made by wall and floor surfaces, depending on the situation.
• 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 find further details on page 44.
• The choice of materials and a balanced ratio reflects the overall colour code for Audi Sport.
• 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 fit the vehicles on exhibition and the story which is being told.
• ► Floors Granulate floors 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 appeal. The silver appeal is best achieved by Alu-Di­bond claddings. Carbon surfaces support the techno­logical look.
• ► Lesenes and zoning Different 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 floor.
• ► Audi Red is reserved for branding, the rhombi, lesenes and specific objects that are thematically connected to the installation. Vehicles must not be presented on red floors.
• Surfaces quoting the Audi Sport performance materials become the exhibited vehicles’ environment

Additional Properties