This guide is currently being revised.

As part of the comprehensive Audi brand relaunch, we are gradually updating the guides on this platform. The brand elements that have already been redefined can be found under "Basics".

In the Spotlight

Maximum focus on the brand and the product – all elements of the Brand Appearance are applied in concentration in each advertisement. The examples and instructions that follow show how this works.

Structure – Step by Step


1. Select a format

Create a file in the desired format. In this example we use a DIN format.


2. Insert image

Now select an image and place it so that it fills the entire format. 


3. Rings and headline

Now connect the rings to the headline. There are a number of options available here.

Rings in white or black

Size calculator for rings and typography

Positioning and spacing (vertical/horizontal)

Alignment variants


4. Brand space

Determine the “brand space” in order to position the rings. We want to be sure not to push them out to the edge.


The size of the brand space is derived from the shorter side of the given format. 


The rings can be placed anywhere and in any size within the brand space. The typography is not bound to the brand space.


5. Positioning and scaling

Now the selected combination goes onto the image. You can scale the rings and lettering as you like – there are no maximum or minimum dimensions.

Spacing (vertical/horizontal)

Positioning - vertical/horizontal


The spacing between the rings and the headline can be freely selected, however the minimum spacing of half a ring height (outer edge) applies. 


The ring-typography combination can be scaled up or down according to preference. Simply take care to ensure that the rings remain inside the brand field. The typography is not bound to the brand space. 


Finally, choose the best position in which to place the rings and the typography.


6. Subheadline and body copy

Now come the subheadline and body copy. The block is flush with the headline but is vertically free. The type weight changes from Extended Bold to Normal.


Type sizes, line spacing and spacing between the text hierarchies (headline, subheadline, copy) can be freely selected. Typography always appears in ragged type. 

The alignment can be flush-left, flush-right or centered. Typography appears in mixed case. 


There are countless options in terms of positioning and sizes. When determining the correct size ratio, use the size calculator for assistance.


7. Tagline – optional

The use of the tagline is always optional. If you decide to add a tagline, choose the options for positioning, size and colour.

Colour and type weight


The brand name “Audi” appears in Extended Bold, while “Vorsprung durch Technik” is always in Extended Normal. The tagline always runs over a single line. "Audi” preferably appears in red, the remainder in black or white. Depending on the background, the tagline can also appear in a single colour (not red). The type size of the tagline should be in between or equal to the type size of the subheadline and body copy.

Vertical positioning and sizes


The tagline is positioned flush with the rings and the headline is vertically free. The minimum spacing is half a ring height (outer edge). It can be linked to the body copy with a spacing of one line (type size as for body copy).


Alternatively, the tagline can also be positioned in the format corners.

Horizontal positioning and sizes


The tagline is positioned vertically below or above the rings. 


Rings may not form part of a word.
Typography is too close to the rings.
Rings are not next to the message.
Headline is not white, black or red as specified.
Subheadline is not white or black as specified.
Body copy is not in Audi Type Normal.
Do not deform the typeface by heavily editing the letter-spacing.
Do not use slanted layout elements and avoid artitificial image styles.
Do not set text in all caps.