Sporting the rhomb

A DISTINCTIVE FEATURE AND IDENTIFICATION SYMBOL OF AUDI SPORT – BOTH ON THE RACE TRACK AND AT AUDI SPORT DEALERSHIPS: THE RHOMB. BUT, YES, THERE WAS A TIME BEFORE THE RED SQUARE. THE TRANSFORMATION OF A LOGO.

The rhomb – a constant companion in motorsport. 1980 marks the debut of the Audi quattro. The four-wheel drive coupé unveiled at the Geneva Motor Show in March provides the basis for the rally car that in 1981 tackles the competition in the World Rally Championship for the first time.

In time for the season opener Audi’s entire motorsport department is put on a more professional footing. ‘Audi Motorsport’ becomes ‘Audi Sport’. The project receives a new logo: the rhomb – albeit still featuring three colours at the time.

On 23 January 1981, one day before the WRC start in Rallye Monte Carlo, the Audi Sport rhomb is officially registered as a logo.

 

The rhomb, the skewed lines, the colours red, silver and black symbolise Audi Sport of the 1980s in the successful period of rally racing through to the Trans-Am Series and the IMSA GTO in the United States.

The first redesign dates to 1992 …

During the super touring car era and in the early days of the LMP project the rhomb is featured exclusively in red and includes the Audi rings.
IN 2004, THE YEAR OF AUDI’S FACTORY-BACKED RETURN TO THE DTM, THE AUDI SPORT LOGO IS SUBSTANTIALLY CHANGED FOR THE LAST TIME. THE RHOMB IS NO LONGER THE SOLE CENTRAL SYMBOL BUT PART OF AN EQUIVALENT SYMBOL AND WORDMARK, CONSISTING OF THE RHOMB AND THE ‘AUDI SPORT’ BRAND NAME.

“The rhomb is very important for Audi Sport,” says Tobias Drews, Motorsport Designer at AUDI AG. “It embodies all the values of the Audi Sport brand in a reduced form. Thanks to its simplicity it has high recognition value and the skewed logo conveys a high level of dynamics. The colour red stands for emotions and spirit.” This year we used the 28-degree angle of the rhomb as a central design element. Many of the graphical gradients, particularly on the roofs of the cars, are reminiscent of the rhomb.”

The rhomb through the ages

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