Audi logo

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Audi logo
Audi logo, represented by four interlocking rings, appeared almost a quarter of a century after the company’s history began. The original image was more aggressive and angular. However, it was the change of the logo that started new, much more successful era for Audi.

Meaning and history

Audi logo history

Audi was founded in 1909. Its first logo consisted of an isosceles triangle standing on one of its angles. It had a stylized exhaust pipe on it, which looked more like a pipe from locomotive rather than a car. Indeed, such picture looked appropriate on the radiator grille, however, as the practice showed, it was not at all suitable for promotional materials. By the way, this was one of the factors that led the enterprise to a crisis in 1932 – the crisis, which, in turn, was the beginning of a new era.
Four companies merged under Audi brand – Audi Automobil-Werke AG, Horch Automobil-Werke GmbH, Dampf Kraft Wagen and Wanderer Werke AG. Their logos were encased in rings, and the rings were combined into a single graphic system.
Audi logo
The name of the Audi brand was created by August Horche after his first brainchild – Horche company. But if the first enterprise naturally received the name of its creator as “the inheritance”, the second one was a different story. August Jorge decided to use the international language – Latin – and translated his name to it. As a result, he got the name Audi. Both words are verbs of imperative mood and are translated as “Listen!”.
In 1949, the logo changed one more time – small images in the rings disappeared, they were replaced by the letters – Auto Union. In 1969, after merging with NSU, the company abandoned its famous rings for 15 years. However, in 1985 it will return to them again, and this time forever.


Symbol Audi
The original symbolism of Audi rings had to do more with politics, rather than with actual design. The policy of uniting four major automotive manufacturers was not called a merger as it could insult the owners of three other enterprises, apart from Audi. Even the joint venture had a universal and neutral name Auto Union for a while.
However, later – especially after returning to the classical design of the logo in 1985 – the symbolism was formulated as “harmonious interaction for the benefit of the consumer”. Later this was projected to the work of all divisions of the company, as well as to its subsidiaries.


Emblem Audi
Modern Audi logo is well known all over the world, and in terms of its influence it is quite comparable with Mercedes and BMW, being in top three of the German automotive market and in top ten of the most successful European automakers.
The shape of the logo perfectly complements horizontal lines of the radiator grille, and it looks great in any other contexts.


Font Audi logo
Despite its world-wide fame, Audi has been using the font content from its very first logos. The inscription “Audi” had some slight changes, but the font remained generally unchanged until 2009. Its distinctive feature was a notch on the uppercase letter “A”, a simplified writing of the letter “U”, as well as a specific form of “d”, making the letter look more like a note.

It is also interesting to know that the modern form of the logo was created by August Jorge for the process of uniting four automotive companies under the Audi brand. One of these companies was a long ago independent Horche enterprise (already owned by other owners) which was once created by Augustus Jorge himself.

However, in 2009 the brand decided to unify the logo – the font was simplified, and no longer has such obvious individual features. In addition, the font element changed its position – it moved from the center to the left, under the logo itself.


Color Audi logo
The color solution of the logo hasn’t changed much throughout the history of the brand. Adhering to classical forms, Audi used classic black color for the logo. At the same time, the white font looked great on a black background.
However, in 1985, the famous Audi rings became silvery, and the font color was changed to red. Thus, the brand emphasized a new page in its history (a return to the classical form of the logo), as well as an innovative policy in the technological sphere. In 2009 version, the font color slightly changed from scarlet to cherry.