AUDI

New Q8 e-tron showed the new brand logo

That car manufacturers are going through a period of profound transformation, with an almost complete shift to pure electricity, is a more or less generalized fact.

And these new approaches to mobility are accompanied by new 'faces', not only of new models powered by emission-free systems, but also of new logos that express the paradigm shift. And, to the already long list of corporate image changes, now adds Audi, which with the restyling of the Q8 e-tron showed a new logo.

The classic four rings stay where they are, it's true, with the same two-dimensional effect introduced in 2016 to better adapt to the digital world. The difference is that, now, this solution comes before the cars.

The objective, as they say from Audi, is to have the same logo in all areas: from online and print ads to internal communication, naturally passing through all models that reach the market.

A solution that, in street cars, started with the new Audi Q8 e-tron. In the electric SUV, the four rims dispense with any chrome finish, betting on the white of the rims and the black glass bottom.

A characteristic element that can also be illuminated, which gives the logo more prominence, despite looking even more two-dimensional.

“We believe we have found the new chrome,” said Audi's lead lighting designer André Giorgi of this new solution. What is clear is that between the lighting and this new finish, the brand's models will continue to be easily recognizable.

In addition to the logo, the letters of the new Audi will also be changed, becoming uniform in each model. The typography chosen is the so-called 'Audi Type', with clear and sober graphics. Of course, it will be used to show the name of the model in question, but no longer on the back, as is the case today.

In fact, as with the Q8 e-tron, all the letters will be on the central pillar: “A choice supported by the fact that this area is always in the passengers' field of vision when they enter the cabin”, commented Giorgi.

Autonews