Brand Agenda Topics
 

The Brand Agenda Topics correspond to the four brand pillars: design, digitalisation, sustainability and performance.

Depending on the environment, one or more Brand Agenda Topics may be embedded into the space – each visualizing a narrative derived from the core strategy. A narrative contains people (storytellers), content and/or stories that fit to the respective topic.

The Audi brand space always has a rich narrative and is staged using various design elements (colours, materials, lights, furniture).

» Clear, tidy and no frills: We focus on the essential elements.«

Our style is characterised by its reduced design language – shifting the focus to what we want to communicate to our visitors. Views and pathways are subtly yet intentionally signposted so the sense of open space is not restricted and free movement around the room is encouraged.

1. Creating a calm environment

In order to ensure the best possible setup to showcase the Audi brand, we keep the number of required construction features to a consistent minimum.
This allows sufficient space to be allocated to both the vehicles and the showcasing of the Brand Agenda Topics.

The result is a calm, well conceived and orderly showcase – creating a spacious and optimised impression.

2. Clear shapes and lines

Using a reduced, clear design language, we create a pure space that engenders the brand. Flat surfaces serve as basic elements which can be contrasted with a circular ceiling cutout. Wall surfaces are placed in such a way that our guests are constantly provided with new and interesting perspectives.

3. Full-surface design

Each structure (ceiling, walls, floor, etc.) should be completely covered with material and colour. Gaps in material usage or form should be avoided. Graphics and LED walls should be treated like materials and also be used across the entire surface area.
Walls facing inwards should be designed in the following way:

• One wall panel carries the rings (1)
• One wall panel serves to communicate a Brand Agenda Topic (2)
• Additional wall panels can be used to communicate product- or event-specific content (3)

Walls facing outwards are used for brand communication and should be uniformly designed using the primary materials and colours.

4. High-quality look and feel

High-quality materials and surfaces reflect the premium nature of our brand and create recognition value.

Materials can be divided into primary and secondary categories. The primary materials are always used to create the brand space. The secondary materials are used to stage the themed areas.

In the brand space, the four Brand Agenda Topics (design, digitalisation, sustainability and performance) can be coded differently and staged with specific communicative content and design features (colours, materials, lights and furniture.)

»The Audi brand space is staged clearly and unambiguously: The rings should be placed so that they are recognisable to the visitor from all important angles. Other messages can be positioned beneath but should be kept short.«

Progressive Premium is reflected in the spatial and physical brand experience we provide our visitors with. In terms of brand messaging, this means communicating the essentials clearly instead of overloading the space with content.

1. Confident and self-assured

The rings should be used sparingly and placed thoughtfully. They should represent the confident nature of the brand. Overbranding should be avoided. The rings should only be used as a brand logo in highly visible positions and are subject to fixed predefined rules. Brand in Space > Communication

On graphics and in media, the Audi rings can be used as part of the content. There are separate guidelines for this in the Basics > Rings and Communication Media > Advertising.

»The Audi brand space is set up to deliver on the visitors’ need for a real brand experience. Progressive Premium forms the basis of every design element and creates a high-end, inviting atmosphere.«

A reduced design language staged in a minimalist way needn’t appear cold. In fact, in our brand space, it translates into clear and open areas where visitors can feel welcome, enjoy spending time and interact with the brand naturally.

1. People at the core

With graphics, materials, light and furniture, we create space for encounters, communication and extraordinary experiences. All within an atmosphere that attracts people and invites them to linger.