Structured Diversity

The Brand Appearance offers a wide range of options for design – and of course it ensures that all solutions create a coherent whole. Here you will find basic guidelines for catalogs and a series of good examples as a source of inspiration.

Structure – Step by Step


1. Select a format

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


2. Determine block

Now decide whether you wish to integrate a block in an Audi colour in the layout. If it has a function, that's fine. If not, it won’t be required.

Landscape format – horizontal and vertical

Portrait format – horizontal and vertical

  • The entire layout can be subdivided into blocks.
  • Blocks are only applied if they have a function. They can contain typography, buttons, icons, cut-out images, etc.
  • A block always divides the format into two rectangular sections. The size and position of the block can be freely selected. In print formats, simple division ratios are given preference such as 1:2, 1:4, 2:3, 1:3. 
  • The layout is to be selected so that the rings appear on the image and other elements appear on the block. 

3. Insert image

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


4. Select colour

Select a colour for the block. Here you should ensure a matching combination of colour and image.

The Audi brand colours are available to choose from in full tone.


CMYK: 0/0/0/0
HEX: #ffffff
RGB: 255/255/255

RAL: 9010
NCS: S 0500-N
Avery 900: 900

Audi Red

CMYK: 0/100/80/15
Pantone 200
HEX: #bb0a30
RGB: 187/10/48

RAL: 3001
NCS: 2070-R
Avery 900: 981

Audi Black 

CMYK: 60/50/50/100
Pantone Black
HEX: #000000
RGB: 0/0/0

RAL: 9005
NCS: S 9000-N
Avery 900: 901

Audi Warm Silver

CMYK: 10/12/16/27
Pantone 401
HEX: #b6b1a9
RGB: 182/177/169

RAL: 7044
NCS: S 2502-y
Avery 900: 960

Audi Aluminium Silver

CMYK: 30/20/20/10
Pantone 877
HEX: #b3b3b3
RGB: 179/179/179

RAL: 9006
Avery 900: 990


5. Rings and headline

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

Colour: Rings (white, black), typography (white, black, red)

Size calculator for rings and typography

Positioning and spacing (vertical/horizontal)

Alignment variants


6. 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.


7. 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.

Positioning and spacing (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 space. The typography is not bound to the brand space. 


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


8. Subheadline 

Now it's time for the subheadline. The block is positioned flush with the headline but vertically free. The type weight changes from Extended Bold to Normal.

A choice of options.


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


9. 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. 


10. Back page

The back page, if there is one, is the place for information texts and supplements (addresses etc.), and the tagline can optionally appear here, too.


The colour block does not have a function and is not in a brand colour.
Typography is too close to the rings.
Rings may not be turned upside down or rotated.
Rings are are not positioned on the image as specified.
Subheadline does not follow the ring-headline axis.
Body copy is not in Audi Type Normal.