The brand appearance of Audi Sport as a sub-brand is aligned with the strategic direction of a “statement brand”. Audi Sport as a sub-brand is still related to the Audi brand but with its own profile and its own characteristic. Clear differentiation from the competition and focus on interaction are important in this context in order to establish a dialogue with common target markets and to make the brand values visible.
One important characteristic of the brand identity is the refinement of product communication to form lifestyle storytelling.
Audi Sport tells stories of powerful, moving, internal or external moments of intense experience.
Always verging on the mad and impossible.
Audi Sport protagonists need thrills and extreme experiences, on the limit, in extraordinary locations with extraordinary people: They “drift” in the floating SpaceX spaceport, they glide through the everglades in a hovercraft, they marry under water, they get in on the grossest tattoo convention or celebrate the “Heatherette” revival in LA with Richie Rich.
A few basics are enough for digital and print design.