Audi logo

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Audi is one of the most well-known German car manufacturing companies, which was established in 1909 and became a part of Auto Union GmbH in 1932. Today the company, owned by Volkswagen AG is present on all continents and has 13 production facilities across the globe.

Meaning and history

Audi logo history

Though the name Audi appeared in 1909, it was not the company that today’s giant has grown up from.

The real Audi started in 1932 when four companies merged into Auto Union. And the iconic four-rings logo the whole world knows today is a celebration of the brand’s history and its roots — a unity of four brands, graphically represented by four connected rings.

1909 — 1932

Audi Logo 1909
The very first logo for Audi was introduced in 1909 and was a prelaunch version, composed of a diagonally located cursive inscription in an oval outline. The logo was executed in a dark gray, which looked professional and strict.
Later in the same year, an official badge was designed — a solid black triangle pointing down with the number one sign above it and the white cursive wordmark with thick smooth lines along the upper line of the geometric figure. This logo stayed with the automaker until 1932 when the Auto Union was formed.

1932 — 1949

Audi Logo 1932
The original Auto Inion logo featured four blue rings. In each ring, the emblem of one of the four brands was drawn, also in blue. The brands were Audi, DKW, Horch, and Wanderer Automobile.

1949 — 1969

Audi Logo 1949
In 1949 the four-rings logo was simplified. The brands’ emblems were removed from the badge and replaced by a thin horizontal rectangle, crossing the rings in the middle, with the capitalized sans-serif inscription on it.

1969 — 1995

Audi Logo 1969
Auto Unions turn into Audi in 1969, and the rectangular banner is removed from the logo. Now the emblem is composed of only four thick blue rings, chained between each other as a representation of strength and confidence.
Audi Logo 1969
There was also a logotype, created in the same time period — bold white lettering in a custom sans-serif with the rounded shape of the “D” was placed inside the solid black oval, which was located horizontally.
Audi Logo 1978
In 1978 the oval turns red and gets a thin double white and red outline, which created a better contrast and makes the emblem more distinct and bright.

1995 — 2009

Audi Logo 1995
Two emblems become one in 1995. The logo, designed in that year, was composed of a silver three-dimensional rings symbol with an extra-bold red lettering in the same custom typeface under it.
The thin and delicate contours of the rings brilliantly balance the massive wordmark, adding elegance and exclusiveness to the whole image.

2009 — 2016

Audi Logo 2009
In 2009 the logo gets refined — the glossy rings are now bigger, and the nameplate — smaller. The lettering changed its typeface to a more traditional sans-serif with slightly extended shapes. It was now placed on the left bottom part of the logo, making the four-rings emblem the star of the composition.

2016 — Today

Audi logo
In 2016 the logo gets simplified. All three-dimensional effects are gone, and now the iconic symbol is executed in plain black, with no additional lettering. Four rings now have more space in the overlapping areas and look truly powerful and stylish.


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.