Transcription
Performanceis an attitudeAudi Motorsport CI/CD GuidelineStatus 03/2021
Audi Motorsport CI/CD Guideline AUDI AG status 03/2021Contents1.0 Basic design principles1.1Look & feel1.2 Overview of basic elements342.0 Brand design elements2.1 Audi Sport logo2.2 Audi rings592.3 Typography122.4 Colour code132.5 Picture world142.5 Layout structure163.0 Sample applications3.1Autograph cards3.2 Posters17183.3 Banners193.4 Menu card213.5 Welcome counters223.6 Flags233.7 Vehicle lettering243.8 Team clothing253.9 Pit design272
1.0Basic design principles1.1Look & feelAudi Motorsport CI/CD Guideline AUDI AG status 03/2021The Audi motorsport picture world shows emotional andauthentic moments from motor racing. Unconventional, strikingand memorable snapshots show adrenaline-packed experiences.Exciting perspectives, closeness to the motif and spatial depthcreate an intense sense of immediacy.Sample wall featureSample posterSample autograph cardsFinishlineAudi in der DTMMit jedem Fahrzeugtyp, mit dem Audi bisher inder DTM angetreten ist, hat die Marke mit denVier Ringen am Ende auch mindestens einmal denprestigeträchtigen Fahrertitel geholtSample info brochureSample inside pages of info brochure3
1.0Basic design principles1.2Overview of basic elementsAudi Motorsport CI/CD Guideline AUDI AG status 03/2021Audi Sport logo udi Sport represents Audi at all its worldwide motorsportAappearances.The only differentiating feature in the visual identity isthat the Audi Sport logo is used. All other brand elements(rings, colours, typography, etc.) are as described in theBasics section in the CI portal.Audi ringswww.audi.com/ciTypographyPerformance is an attitudeColour codePicture world4
2.0Brand design elements2.1Audi Sport logoAudi Motorsport CI/CD Guideline AUDI AG status 03/2021Basic versionThe Audi Sport logo is used in progressive red on alllight or dark backgrounds.The Audi Sport logo is displayed against the progressive,red background with the logo lettering in white and a whiterhombus outline.Audi Type Extended Bold is used for the logo letteringof the Audi Sport logo.The files for the Audi Sport logo are available to downloadfrom the CI portal, under Audi Motorsport.The Audi Sport logo with white logo lettering and white rhombusoutline is only used against a red background.On a red background, the rhombus is presented as an outline.5
2.0Brand design elements2.1Audi Sport logoAudi Motorsport CI/CD Guideline AUDI AG status 03/2021Team identifier/logotypesThe Audi Sport logo can be combined with team identifiers andlogotypes for various applications. To emphasise Audi Sportas the originator, the team identifier/logotype is set in a smallertype size.Team identifierThe Audi Sport logo is set in Audi Type Extended Bold, and theteam identifier/logotype in the typeface Audi Type ExtendedNormal. The type size of the team identifier is 75% and the linespacing is 95% of the “Audi Sport” type size.Team identifier“Audi Sport” and the team identifier/logotype are set inprogressive red 0/100/90/0.The protected area for the Audi Sport logo and the teamidentifier/logotype is equivalent to the height of theAudi rhombus.Type size 100%Type size 75%Line spacing 95%Team identifierSample application6
2.0Brand design elements2.1Audi Sport logoAudi Motorsport CI/CD Guideline AUDI AG status 03/2021Position and alignmentThe Audi Sport logo is positioned at least the height of onerhombus above or below the headline. The Audi rings arepositioned opposite the Audi Sport logo in the layout.This maintains a maximum distance between the Audi Sportlogo and the Audi rings.This is aHeadlineThe SubheadlineThe ToplineThis is aHeadlineThis is aHeadlineThe Audi Sport logo is aligned vertically with the text or rings,preferably flush left.If the Audi Sport logo and Audi rings are aligned horizontally,the Audi Sport logo is positioned to the left of the rings.The typographical baseline of the Audi Sport logo is alignedwith the inside edge of the rings. Once again, this maintainsa maximum distance between the Audi Sport logo and theAudi rings. A minimum distance of one ring must be observed.This is aHeadlineThe SubheadlineThe Audi Sport logo is not aligned vertically with the Audi rings.The minimum distance from the rings was not observed.7
2.0Brand design elements2.1Audi Sport logoSize ratioThere is a free choice of the size of the Audi Sport logo.However it never dominates the Audi rings, and it is neverthe centre of attention.Audi Motorsport CI/CD Guideline AUDI AG status 03/2021This is aHeadline100%70% - 30%For a balanced ratio between Audi Sport logo and headline,the height of the rhombus is 70% of the cap height.The height of the Audi Sport logo can then be reduced toa minimum of 30% of the cap height. These proportionsbetween eadline and Audi Sport logo are intended exclusivelyas a guide and can be adapted flexibly.This is aHeadlineVisual correctionIf the headline is aligned vertically with the rings,it should be aligned with the inside edge of the rings.For visual correction, the rhombus is moved outas far as the outside edge of the rings.This is aHeadlineNo visual correction.This is aHeadlineThe Audi Sport logo is too dominant relative to the headlineand Audi rings.8
2.0Brand design elementsAudi Motorsport CI/CD Guideline AUDI AG status 03/20212.2 Audi ringsVariable Audi ringsThe variable rings can be used as a logo font and are alsoavailable as a file package in three different line widths.The line widths of the rings can be used variable incommunications.Audi Rings Lightline width: 200Audi Rings Mediumline width:300Audi Rings Standardline width:400If the emphasis is on the branding (e.g. perimeter ads, flags,vehicle, team clothing), “Audi Rings Standard” is always used.If the thin rings are used, the background needs to be calmwith no other graphic elements or bold structures.If the design is meant to be seen from a long distance, ringline widths such as “Audi Rings Medium” to “Audi RingsStandard” are suitable. The rings should not be manipulatedor combined with other elements.Colours of the Audi ringsThe Audi rings appear exclusively in black or white andstand out clearly from the background.The colour of the Audi rings corresponds to the colour ofthe message (headline).Rings with a thin line should not be used on top of busy images.The Audi rings appear exclusively in black or white.9
2.0Brand design elementsAudi Motorsport CI/CD Guideline AUDI AG status 03/20212.2 Audi ringsAudi rings bled offThe Audi rings are fundamentally only bled off in boldcommunication media. Where the branding is the focus ofthe medium (such as perimeter ads, counters, vehicle stickers)the rings are not cropped.It is possible to crop the Audi rings horizontally from belowand/or vertically.The rings should not be cropped from above.The Audi rings may extend into the bleed on one side up toa maximum of half an outer ring. If they are bled off onboth sides, the outer rings may disappear up to a maximumof one third.Horizontal bleeding-off is only from below, up to a maximumof the first point of intersection of the overlapping rings.100%Headline70% of theouter ring height70% of thecap heightThe rings are not bled off by side-by-side images and/orsections.Size ratioThere is fundamentally a free choice of ratio between the ringsand the typography and Audi Sport logo. The rings appearespecially harmonious in relation to the typography if the capheight is 70% of the outer ring height and the height ofthe rhombus is 70% of the cap height.This is aHeadlineThe SubheadlineThe Audi rings are bled off excessively.This is aHeadlineThe SubheadlineThe Audi rings are not bled off from above.10
2.0Brand design elementsAudi Motorsport CI/CD Guideline AUDI AG status 03/20212.2 Audi ringsPosition and alignmentThe rings may be positioned at any point in the layout and inany size. They may be superimposed on sections and images.The rings should always be clear to make out.This is aHeadlineThe ToplineThis is aHeadlineThe SubheadlineThe typography is aligned with the inside edge of the Audirings if the two elements are set directly above or beloweach other.There is a free choice of the distance between rings andtypography, to enable the rings to be presented confidentlyand freely. For reference, however, maintain a minimumdistance of half a ring’s height above and below the Audi rings.At the left and/or right edge of the Audi rings, the minimumdistance is one full ring’s height.This is aHeadlineThe SubheadlineThis is aHeadlineHeadlineThis is aHeadlineThe SubheadlineThis is aHeadline11
2.0Brand design elementsAudi Motorsport CI/CD Guideline AUDI AG status 03/20212.3 TypographyType colour and type designOur corporate typeface is Audi Type. By default it isset in white on dark backgrounds, and in black on lightbackgrounds.Headlines and sub-headlinesin Extended, Normal to Bold,Copy text in Audi Type Wide and/or Audi Type,Buttons and text buttons in Audi Type Wide,Interactive text elements in Audi Type Wide,Emphasis in BoldFootnote and comments in Audi Type.There is a free choice of type sizes, line spacings and thespacings in the hierarchy of texts.This is a HeadlineThis is a Headline.The SubheadlineThe body copy. Lorem ipsum dolor sit amet, consetetursadipscing elitr. Invidunt ut labore et dolore magna aliquyamThe body copy. Lorem ipsum dolor sit amet, consetetursadipscing elitr. Invidunt ut labore et dolore magna aliquyamFirst Headline.Second line.The SubheadlineThe body copy. Lorem ipsum dolor sit amet, consetetursadipscing elitr. Invidunt ut labore et dolore magna aliquyam.The ToplineFirst Headline.Second line.The ToplineFirst HeadlineSecond line.The body copy. Lorem ipsum dolor sit amet, consetetursadipscing elitr. Invidunt ut labore et dolore magna aliquyam.Big Headline.And than there is aSubline in two lines.THIS IS AHEADLINEText is not set in all-caps.HeadlineThe typography is always wrapped ragged, preferably flushleft or right and using upper and lower case lettering.Typography is not rotated.12
2.0Brand design elements2.4 Colour codeWhite, Black and a progressive Red: these are the brandcolours of Audi Sport.The brand colours enjoy equal status and are used exclusivelyas solid tones. They may not be tinted, lightened orpresented transparently.Progressive Red is used for the Audi Sport logo and asa background colour for the various communication media.In each case the typography is adapted to the background.White typography is used on dark backgrounds and blacktypography on light backgrounds.Audi Motorsport CI/CD Guideline AUDI AG status 03/2021Audi Sport brand coloursWhiteBlackprogressive RedRGB: 255/255/255HEX: #ffffffRGB: 0/0/0HEX: #000000CMYK: 0/0/0/0–RAL: 9010NCS: S 0500-NAvery 900: 9003M Scotchcal: SC 50-10 White(Vehicle lettering)CMYK: 40/0/0/100Pantone BlackRAL: 9005NCS: S 9000-NAvery 900: 9013M Scotchcal: SC 50-12 Black(Vehicle lettering)RGB: 245/5/55HEX: #f50537CMYK: 0/100/90/00Pantone 032CRAL: 3028NCS: S 0580-Y90RAvery 900: 9063M Scotchcal: SC 50-475(Vehicle lettering)Functional grey tonesFor functional applications, grey tones ranging from whiteto black can be used to extend the colour range.RGB: 26/26/26HEX: #1a1a1aRGB: 51/51/51HEX: #333333RGB: 76/76/76HEX: #4c4c4cRGB: 102/102/102HEX: #666666RGB: 128/128/128HEX: #808080RGB: 153/153/153HEX: #999999RGB: 179/179/179HEX: #b3b3b3RGB: 217/217/217HEX: #d9d9d9RGB: 229/229/229HEX: #e5e5e5RGB: 242/242/242HEX: #f2f2f213
2.0Brand design elementsAudi Motorsport CI/CD Guideline AUDI AG status 03/20212.5 Picture worldMotif selectionThrough its choice of motifs, the picture world conveysemotional and authentic moments from motor racing.Unconventional, striking snapshots show adrenaline-packedexperiences.Exciting perspectives, closeness to the motif and spatialdepth create an intense sense of immediacy. The onlooker findsthemselves in the midst of events, “in the moment”.The picture style is reduced and clear, and the individual situationis presented authentically and confidently with the focus onthe essentials. Dynamism and speed are the centre of attentionin the world of motorsport, but the motifs should not bepresented artificially and overly retouched.14
2.0Brand design elementsAudi Motorsport CI/CD Guideline AUDI AG status 03/20212.5 Picture worldImage editingThe way the images are processed should fundamentallynot come across as artificial and unnatural.Colours We find ourselves in a desaturated colour world.› Reduce saturation somewhatContrastThe use of contrasts creates tension and dynamism.The motifs either emerge from the light as a dark focusor from the dark as a light focus.› Create contrast (gradation curves)Original imageBleed and compositionVehicles and people can be bled off to createan exciting perspective.› Create exciting bleed/compositionProcessed imageToo much contrastFaded out too much into white15
2.0Brand design elementsAudi Motorsport CI/CD Guideline AUDI AG status 03/20212.6 Layout structureUse of the layout structureLayouts can be divided one or multiple times horizontally andvertically. The division is straight, right-angled, bled off andalways either symmetrical or overtly asymmetrical. The sizeratio of the sections is flexible, as is their number.Despite this flexibility, the clarity of the overall impressionmust be preserved. For that reason, sections and images arenot superimposed on each other, nor are transparency, slopinglines, boxes or other geometrical shapes used.Sections can be filled in solid tones in all brand colours orcomprise bled-off images. These solid-tone sections are usedto accentuate the typography.As a design element, the Audi rings may be superimposed onseveral sections to connect them visually. However typographyis only positioned within one section.A design comprising high-contrast, carefully planned layoutstructures avoids a fragmented impression.The layout structure makes it possible to communicatecontent unambiguously and tell stories flexibly.16
3.0Sample applications3.1Autograph cardsAudi Motorsport CI/CD Guideline AUDI AG status 03/2021Audi rings and Audi Sport logo› Vertical relationship between Audi ringsand Audi Sport logo› Set preferably flush left› Flexible use of the variable Audi ringsSponsors’ logos› Sponsors’ logos are set exclusively in black or whiteLayout structure› Especially on very text-heavy autograph cards,it is appropriate to use calming sections in one ofthe three brand coloursAutograph cards, frontAutograph cards, reverseBitte umZulieferung vonBildern (GT3 oderRS 3 LMS)17
3.0Sample applicationsAudi Motorsport CI/CD Guideline AUDI AG status 03/20213.2 PostersAudi rings and Audi Sport logo› Vertical relationship between Audi ringsand Audi Sport logo› Set preferably flush left› Flexible use of the variable Audi ringsSponsors’ logos› Sponsors’ logos are set exclusively in black or whiteLayout structure› All basic elements are integrated into thefull-section picture motif (bold effect)18
3.0Sample applicationsAudi Motorsport CI/CD Guideline AUDI AG status 03/20213.3 BannersAudi rings and Audi Sport logo› Horizontal relationship between Audi ringsand Audi Sport logo› The typographical baseline of the Audi Sport logois aligned with the inside edge of the rings› The “Audi Rings Standard” are used in large graphicsfor a long-distance effect› For perimeter ads on a red background, the Audi Sportlogo with white logo lettering and a white rhombusoutline appear alternately with large Audi rings› The Audi rings are always positioned on the rightBanner brandingPerimeter communicationBanner with picture motifBanner with picture motif and calming section19
3.0Sample applicationsAudi Motorsport CI/CD Guideline AUDI AG status 03/20213.3 BannersLarge-graphic bannersAudi rings and Audi Sport logo› The Audi rings and Audi Sport logo can bepositioned in vertical or horizontal alignment› The “Audi Rings Standard” are used in largegraphics for a long-distance effectLayout structure› For large graphics, the lower half of the layout isnot occupied by typography, the Audi Sport logo or rings20
3.0Sample applicationsAudi Motorsport CI/CD Guideline AUDI AG status 03/20213.4 Menu cardAudi rings and Audi Sport logo› Vertical relationship between Audi ringsand Audi Sport logo› Set preferably flush left› Flexible use of the variable Audi rings› The Audi Sport logo is used against the progressive,red background with the logo lettering in whiteand a white rhombus outline21
3.0Sample applicationsAudi Motorsport CI/CD Guideline AUDI AG status 03/20213.5 Welcome countersAudi rings and Audi Sport logo› Horizontal relationship between Audi ringsand Audi Sport logo› The typographical baseline of the Audi Sport logois aligned with the inside edge of the rings› Audi rings are set at a minimum distance of one ring fromthe outer edges of the counter, preferably on the right› If there is a counter rear wall with branding(Audi Sport logo and Audi rings) behind the counter,the latter does not need branding separatelyWelcomeWelcome counterTypography› Welcome: in Extended, Normal to Bold› Typography is always set in mixed upper/lower caseletters, preferably flush left and in black or whiteWelcomeWelcome counter with rear wallWelcomeWelcome counter with rear wall22
3.0Sample applicationsAudi Motorsport CI/CD Guideline AUDI AG status 03/20213.6 FlagsBasic rules for the use of flags:› There are two versions of the Audi motorsport flag.It is always displayed in combination with a brand flag(Audi rings and brand claim on a white background).› Logotype flag comprising Audi Sport logo on a whitebackground› Logotype flag comprising Audi Sport logo withwhite logo lettering and white rhombus outline onthe progressive, red background› Always at least one red flag with Audi Sport logo usedtogether with a brand flag› Do not mix white and red Audi Sport flags› In the Audi Sport logotype, the rhombus sits atthe outer edge of the rings. See the table below forthe dimensions of the type area marginsBrand flagsLogotype flagAudi Sport on a redbackgroundExample of hanging flags with Audi Sporton a red backgroundLogotype flagAudi Sport on a whitebackgroundDimensionsAudi Sport logoExample of hanging flags with Audi Sporton a white backgroundFormat1.000 x 3.000 mm1.500 x 4.000 mm2.000 x 6.000 mmType area marginsLogotype flagsAudi Sport140 mm at top187 mm at bottom125 mm at left211,5 mm at top282 mm at bottom189 mm at left280 mm at top374 mm at bottom250 mm at left23
3.0Sample applicationsAudi Motorsport CI/CD Guideline AUDI AG status 03/20213.7 Vehicle letteringBasic rules for vehicle letteringAudi Sport trucks:› The Audi rings are aligned horizontally at the sameheight as the Audi Sport logo and are set a distance ofat least one ring from the edge of the vehicle surface› In individual instances, the positioning of the emblemshould be adapted to the type of vehicle (to take accountof seams, door gaps, body bulges)› The typographical baseline of the Audi Sport logo isaligned with the inside edge of the rings› On trucks, the sponsors are positioned in the hatchedarea.› Basic colour of semitrailer and tractor: aluminium silverAudi Sport truck team stickersAudi Sport truck team stickersArea for sponsors’ logos24
3.0Sample applicationsAudi Motorsport CI/CD Guideline AUDI AG status 03/20213.8 Team clothingBasic rules for the design of team clothing:› In keeping with the brand colours, the followingbasic colours are defined for the team clothing:White and Pantone 032C› The Audi Sport logo is aligned horizontally with the“Audi Rings Standard”› Audi rings are always positioned on the left side of the chest› The “Audi Rings Standard” are displayed on the back ina width of approx. 280 mm› On white shirt: Audi Sport logo in Pantone 032C,Audi rings in black› On red shirt: Audi Sport logo with white logo letteringand white rhombus outline, Audi rings in whitePolo shirtJackets25
3.0Sample applicationsAudi Motorsport CI/CD Guideline AUDI AG status 03/20213.8 Team clothingDriver overallsBasic rules for the design of driver overalls:› On white overalls:Front:› Audi Sport logo in red (Pantone 032C)› On the collar “Audi Rings Standard” in blackBack:“Audi Rings Standard” in black› On black overalls:Front:› Audi Sport logo in red (Pantone 032C)› On the collar “Audi Rings Standard” in whiteBack:“Audi Rings Standard” in white› On red overalls:Front:› Audi Sport logo with white logo letteringand white rhombus outline› On the collar “Audi Rings Standard” in whiteBack:“Audi Rings Standard” in white26
3.0Sample applicationsAudi Motorsport CI/CD Guideline AUDI AG status 03/20213.9 Pit designBasic rules for pit design:› The three brand colours Black, White and progressiveRed can fundamentally be used for the backgroundareas in the design of the pit› Front wallsRed background:Audi Sport logo with white logo lettering and whiterhombus outline and sponsors in whiteWhite background:Audi Sport logo in red and sponsors in blackBlack background:Audi Sport logo in red and sponsors in white› Left and right inside walls:Red or black surface:“Audi Rings Standard” in whiteWhite surface:“Audi Rings Standard” in black› Rear wallRed background:Audi Sport logo with white logo lettering and whiterhombus outline and sponsors in whiteWhite background:Audi Sport logo in red and sponsors in blackBlack background:Audi Sport logo in red and sponsors in whiteExample of pit designExample of pit design with progressive, red backgroundArea for sponsors’ logos27
Audi Motorsport CI/CD Guideline AUDI AG status 03/2021General informationResponsible for content:AUDI AGI/VM-11Brand Strategy Brand Management Corporate Identity85045 IngolstadtNote:The colours may vary, depending on output mediumThe colours of the illustrations are not binding and in somecases they are shown reduced or enlarged.28
Audi Motorsport CI/C uideline AUI A status 03/2021 4 1.2 Overview of basic elements Audi Sport represents Audi at all its worldwide motorsport appearances. The only differentiating feature in the visual identity is that the Audi Sport logo is used. All other brand elements (rings, colours, typography, etc.) are as described in the
