Basics / Illustration

Focus on the Essentials

The illustration style of Audi is used to provide supporting illustrations to services, processes, functions and other abstract matters. It follows the principles of simplicity and clarity and takes inspiration from the straightforwardness and dynamism of tape drawing.

Examples

Black and white

Illustrations are in black, white and gray tones. Colours are not used.

Strong contrasts

Strong contrasts make the important elements of an illustration eye-catching. The spectrum of tones ranges from pure white to deep black. Medium gray tones are used sparingly.

High degree of abstraction

Simple metaphors and avoidance of details that are not essential to understand the content of the illustration ensure easy and quick comprehension of the message.

Text is used to accompany illustrations rather than as an integral part of them. This ensures that the illustrations can be used in a variety of image sizes.

Straight, angular cuts dominate

The design language is shaped by straight, angular cuts.

To complement this, flowing, round shapes are used for faces, tires or chassis, for example. Illustrations are always cut horizontally or vertically.

Solid colour shapes - no gradations, no contouring

Illustrations are composed of solid colour shapes. Colour gradations, contouring, transparencies and soft transitions are not used. Objects are modeled by hard edges of light and shadow.

Hierarchy of levels

If necessary, an illustration can be split into up to three levels. The levels are clearly separated by contrast. Levels in the background contain progressively fewer details.

Light illustrations

Foreground: The message that the observer of the illustration should take away.
Black levels: 0-100 %
Middle ground: Context, which serves the understanding of the message and creates coherence. Black levels: 0-20 %
Background: Decorative scenery.
Black levels: 0-10 %

Dark illustrations

Foreground: The message that the observer of the illustration should take away.
Black levels: 0-100 %
Middle ground: Context, which serves the understanding of the message and creates coherence. Black levels: 60-100 %
Background: Decorative scenery.
Black levels: 80-100 %

Illustrations at middle- and background

An illustration can also be positioned entirely in the middle ground or background, e.g. in order to place the focus on user interface elements such as buttons.

Illustration of Vehicles

Vehicles are illustrated generically. The design is based on the design of Audi vehicles without being recognizable as a specific model.

In small illustrations, more details are omitted.

Illustration of People

Illustrations of people are reduced to the essentials. Comical facial expressions and gestures are not used.

Illustrations for dark backgrounds

Two versions of illustrations are to be created if they are to be used on both light and dark backgrounds (subsequent link to Dark Theme). Light illustrations are always converted into dark ones manually, paying attention to the level hierarchy that has been defined. In order to prevent errors in presentation, such as black headlights, the original illustration is never to be recolored by simply inverting it.

Illustrations for dark backgrounds are given a minimal amount of white in order to blend harmoniously into their surroundings. This also avoids a bright, dazzling effect. As a basic principle, a flowing transition must be ensured between the background of the illustration and the background onto which it is to be placed

Illustrations relevant to their context

In rare cases, an illustration with a high gray level can be used on a dark background if it is essential to the message being conveyed by the illustration. In this case, there is no need for a flowing transition between the illustration and the background.

Illustration