Corporate Sponsorship Project Audi

AUDI 2040 BRAND MANUAL

Version 2.0

2018

CONTENTS

02

CHAPTER 1

1.0 IDENTITY SYSTEM 1.1

Rings

06

1.2

Configuration

08

1.3

Clear Space

10

1.4

Minimum Size

12

1.5

Color Palette

14

1.6

Color Usage

16

1.7

Incorrect Usage

18

CHAPTER 2

2.0 GRAPHIC ELEMENT 2.1

Typography

22

2.2

Hierachy

26

2.3

UI Element Usage

28

2.4

UI Element

30

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CHAPTER 1

1.0 IDENTITY SYSTEM 1.1

Rings

04

1.2

Configuration

06

1.3

Clear Space

08

1.4

Minimum Size

10

1.5

Color Palette

12

1.6

Color Usage

14

1.7

Incorrect Usage

16

04

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1.0 IDENTITY SYSTEM

1.1 Rings

Brand Identity System The Audi Ring should work across all media. The style you choose will depend on the environment in which the logo appears. To ensure the expression of the logo is right for its context, we’ve created a system that includes PANTONEŽ color, and an extended palette of solid colors as well as reversed logo treatments. So whether the Audi logo appears on packaging, the Web, TV, in print, on screen, or on a product, you have near infinite design flexibility to adapt the logo to its appropriate design context.

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HERO ICON On very rare occasions, when limited by space, use this vertical lockup.

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1.0 IDENTITY SYSTEM

1.2 Configuration

Which version?

For all sites and properties, CRM, and secondary mentions, Audi Rings should be across all the applications and co-branding situations.

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PREFERRED VERSION On the most occasions, prefer to use this vertical lockup.

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1.0 IDENTITY SYSTEM

1.3 Clear Space

Logo Clear Space There must always be sufficient space surrounding the logo to avoid competition from other visual elements and to maintain its visual impact. The area of isolation represents the minimum clear space that mustbe provided at all times.

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AUDI RINGS This are is determined by the half height (X) of the rings and is proportional, regardless of logo size.

X

X

X

X

X

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1.0 IDENTITY SYSTEM

1.4 Minimum size

Sizing Limit To make sure our logomark and logo lockups are legible at small sizes, follow the rules shown here. The minimum size requirement is based on the total width.

It’s acceptable to omit the Ž if it becomes illegible at small sizes in digital applications.

PRINT VERSION

104pts

12

DIGTAL VERSION

147pts

FAVICON VERSION

48pts

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1.5 Color Palette

1.0 IDENTITY SYSTEM

Which version?

Our brand color palette has been carefully selected for fun and flexibility. The primary, accent, and neutral colors all work together. When it comes to communication the Audi brand, color is quintessential. The following color groupings show how Audi color Palette can be built to remain harmonious. Working from these grouping will yield rich results that marry well with Audi’s visual language.

AUDI CLASSIC COLORS Audi Classic colors serve as a foundational palette that work universally across all of Audi.

NEBEL

PMS: 656C CMYK: 2 0 0 8 RGB: 228 233 236 HEX: E4E9EC

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ASPHALTGRAU

PMS: 10C CMYK: 10 0 0 70 RGB: 96 106 112 HEX: 606A70

AUDI GRAU

PMS: 446C CMYK: 73 64 59 55 RGB: 49 52 56 HEX: 313438

SCHWARZ

PMS: BLACK CMYK: 100 100 100 100 RGB: 0 0 0 HEX: 000000

SUPPLEMENTAL COLORS These colors have been selected as a foundation from which to build and evolve secondary palettes.

AUTOBAHN ORANGE

PMS: 7597C CMYK: 8 78 99 1 RGB: 220 72 39 HEX: DC4827

TIEFROT

PMS: 483C CMYK: 37 87 91 56 RGB: 92 31 18 HEX: 5C1F12

VOLT BLAU

PMS: 570C CMYK: 54 0 33 0 RGB: 112 200 185 HEX: 70C8B9

MONTE CARLO BLAU

PMS: 302C CMYK: 98 86 45 52 RGB: 28 37 64 HEX: 1C2540

COLOR RATIOS Working from these ratio extensions will yield rich results that marry well with Audi’s foundational colors.

Warm–Preferred

Classic Ratio

Cool–Supplemental

Classic Ratio

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1.0 IDENTITY SYSTEM

1.6 Color Usage

Which version?

Our brand color palette has been carefully selected for fun and flexibility. The primary, accent, and neutral colors all work together. When it comes to communication the Audi brand, color is quintessential. The following color groupings show how Audi color Palette can be built to remain harmonious. Working from these grouping will yield rich results that marry well with Audi’s visual language.

PRIMARY USAGE To ensure the expression of the logo is right for its context, the system that includes solid colors and reversed logo treatments.

16

SECONDARY USAGE On very rare occasions, when limited by the background, use these color combinations.

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1.7 Incorrect Usage

1.0 IDENTITY SYSTEM

Unacceptable Usage Inconsistent use of the Audi logo detracts from our brand equity and recognition. Altering or recreating the Audi logo in any way negates the consistency we strive to achieve. The examples below illustrate incorrect uses of Audi logo.

NEVER TO DO Audi Classic colors serve as a foundational palette that work universally across all of Audi.

1. Do not condense the logo.

2. Do not extend the logo.

3. Do not change the scale of the symbol to any size.

4. Do not outline the logo.

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1.

2.

3.

4.

SUPPLEMENTAL COLORS These colors have been selected as a foundation from which to build and evolve secondary palettes.

5. Do not change the orientation of the brand identity elements.

6. Do not change the original logo lock-up.

7. Do not rotate the logo to any degree.

8. Do not use opacity on the logo.

9. Do not customize the logo.

10. Do not add graphic elements to the logo.

11. Do not use the logo as pattern.

12. Do not use the logo on a complicated background.

13. Do not use the logo on a complicated background.

14. Do not apply a gradient or split fountain on the logo.

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5.

6.

7.

8.

9.

10.

11.

12.

13.

14.

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CHAPTER 2

2.0 GRAPHIC ELEMENT 2.1

Typography

22

2.2

Hierachy

26

2.3

UI Element

28

2.4

UI Element Usage

30

20

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2.1 Typography

2.0 GRAPHIC ELEMENT

Font Choice Type tells a story. The right typeface, used consistently, builds character. To help you communicate quicky and simply without distracting from your message, we’ve created a systematic approach to UI typography using Titling Gothic FB as our main typeface and Din 2014 as our suppot typeface.

TITLING GOTHIC FB The primary face for all Audi heads, subheads. UI communications.

Titling gothic FB Skyline Standard

Aa Bb Cc 1 2 3

Titling gothic FB Skyline Med

Aa Bb Cc 1 2 3

Titling gothic FB Condenced Thin

Aa Bb Cc 1 2 3

Titling gothic FB Condenced Light

Aa Bb Cc 1 2 3

Titling gothic FB Condenced Reg

Aa Bb Cc 1 2 3

Titling gothic FB Condenced Standard

Aa Bb Cc 1 2 3

Titling gothic FB Condenced Med

Aa Bb Cc 1 2 3

Titling gothic FB Condenced Bold

Aa Bb Cc 1 2 3

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TITLING GOTHIC FB Continued

Titling gothic FB Narrow Thin

Aa Bb Cc 1 2 3

Titling gothic FB Narrow Light

Aa Bb Cc 1 2 3

Titling gothic FB Narrow Reg

Aa Bb Cc 1 2 3

Titling gothic FB Narrow Standard

Aa Bb Cc 1 2 3

Titling gothic FB Narrow Med

Aa Bb Cc 1 2 3

Titling gothic FB Narrow Bold

Aa Bb Cc 1 2 3

Titling gothic FB Condenced Med

Aa Bb Cc 1 2 3

Titling gothic FB Condenced Bold

Aa Bb Cc 1 2 3

Titling gothic FB Normal Thin

Aa Bb Cc 1 2 3

Titling gothic FB Normal Light

Aa Bb Cc 1 2 3

Titling gothic FB Normal Reg

Aa Bb Cc 1 2 3

Titling gothic FB Normal Standard

Aa Bb Cc 1 2 3

Titling gothic FB Normal Med

Aa Bb Cc 1 2 3

Titling gothic FB Normal Bold

Aa Bb Cc 1 2 3

Titling gothic FB Normal Black

Aa Bb Cc 1 2 3

Titling gothic FB Wide Black

Aa Bb Cc 1 2 3

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2.1 Typography

2.0 GRAPHIC ELEMENT

Font Choice Continued.

DIN 2014 The secondary face for all Audi body paragraphy and suppot communications.

Din 2014 Extra Light

Aa Bb Cc 1 2 3

Din 2014 Extra Light Italic

Aa Bb Cc 1 2 3

Din 2014 Light

Aa Bb Cc 1 2 3

Din 2014 Light Italic

Aa Bb Cc 1 2 3

Din 2014 Regular

Aa Bb Cc 1 2 3

Din 2014 Regular Italic

Aa Bb Cc 1 2 3

Din 2014 Demi

Aa Bb Cc 1 2 3

Din 2014 Demi Italic

Aa Bb Cc 1 2 3

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DIN 2014 Continued

Din 2014 Bold

Aa Bb Cc 1 2 3

Din 2014 Bold Italic

Aa Bb Cc 1 2 3

Din 2014 Extra Bold

Aa Bb Cc 1 2 3

Din 2014 Extra Bold Italic

Aa Bb Cc 1 2 3

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2.0 GRAPHIC ELEMENT

2.2 Hierachy

Type Setting Type can lend clarity to your message. By employing a consistent type hierarchy, the readability of your communication becomes more clear and meaningful. The examples above give some guidance on type hierarchy. In general, maintain a balanced contrast between titles/subtitles and body copy.

MULTI-LEVEL SETTING

Titling gothic FB Bold 14 pt.

Welcome to Audi Life.

Titling gothic FB Regular 14 pt.

Geared to your life and style

Din 2014 Light 10 pt.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

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SAME-LEVEL SETTING

Titling gothic FB Medium 10 pt.

Geared to your life and style

Din 2014 Light 10 pt.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat.

DIN 2014 Developed specifically for body text Available in five weights.

Titling gothic FB Medium 20 pt.

Light 20 pt.

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Lifestyle, living in the Audi ethos.

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2.3 UI Element

2.0 GRAPHIC ELEMENT

Dot

DOT SETTING

PMS: 570C CMYK: 54 0 33 0 RGB: 113 200 186 HEX: 71C8BA

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PMS: 2212C CMYK: 74 38 39 6 RGB: 75 128 139 HEX: 4B808B

PMS: 541C CMYK: 92 70 40 26 RGB: 34 71 99 HEX: 224763

PMS: 426C CMYK: 73 64 59 55 RGB: 49 53 56 HEX: 313538

DOT SIZE RATIO

Center

Transition 2

Transition 1

Inactive

DOT GRID Each dot inthe grid is 4.5 dots away from the ones surrounding it.

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2.0 GRAPHIC ELEMENT

2.4 UI Element Usage

Dot

DOT DEPTH Each dot size should be used in succesion to give a sense of depth. You can skip one step if you need to.

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GRID SAMPLE

DEPTH SAMPLE

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