Audi Redesigned Its Iconic Four-Ring Logo. Can You Tell?

Audi has redesigned its highly recognizable four-ring logo, giving it a new two-dimensional appearance.The new-look emblem also trades the old chrome-colored rings for new black and white ones.Along with the updated logo, Audi standardizes its font style and now puts model identification on the B-pillar.

Most people probably won’t immediately notice that Audi has redesigned its iconic four-ring logo. After all, the updated version still has the same recognizable four rings displayed in virtually identical geometry. However, Audi has never been shouty, and the German luxury brand’s new-look logo has the same restrained approach the company applies to car design.

“Good design is less design.” Those are the words of Marc Lichte, head of Audi design, who, in a short video on the company’s media site, spoke about the goals behind revising Audi’s corporate identity as well as the style of the emblem.

Here’s a quick history lesson: The four interlaced rings originally symbolized the four different German automakers that merged in 1932 and became the Auto Union. In 1965, AU was rebranded as Audi, and the ringed logo has changed very little since.

Audi

Compared with the current chrome rings, the new ones are white with a black border, which increases contrast and should make them more visible from afar. Audi says customers can still opt for dark-colored emblems, with the white part being replaced by dark gray that looks like gloss black.

Now in 2D

The other big change to Audi’s logo is that it now features a two-dimensional design. The company says this was chosen so that it looks the same everywhere, whether it’s a badge on a body panel or printed in a magazine.

To go along with Audi’s updated identity, the company also standardizes the fonts used on and inside its vehicles. It’s a unique typeface called Audi Type. Each model can be further identified by details laser-etched into the B-pillar.

Audi

The reimagined four-ring emblem can be seen on the 2024 Audi Q8 e-tron family, which recently underwent a facelift.

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