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".

A Digital Presence

Creative variety and maximum recognisability – our CD principles are especially in demand when it comes to online banners. After all, the aim here is to make a powerful impression in the smallest possible space and using minimal resources. The notes that follow describe just how this is done.


Principles and Basics

We use all elements (rings, tagline, colours, typography, visual style, layout structure, icons and animation) just as they are described in the “Basics” section.

The rings always appear in the regular version (black or white), and the TVC ending is not used with banners.

Use of the tagline is desirable wherever the format permits.

Structure – Step by Step


1. Select a format

Create a file in the desired format. In this example we will take a common landscape format: 

  • half pager: 600 x 300 px

The stages described here essentially apply to every format.



2. Insert visual

Now select a visual and place it so it covers the format entirely. 



3. Rings and headline

Now determine the relation between the rings and headline.

There are various options available for aligning the two elements
(see: Basics > Rings and typography).













4. Brand field

Determine the “brand field” in which to place the rings. (see: Advertisements > Details: Brand space)

The rings can be placed in any position and in any size in the brand field. The typography is not bound to the brand field.



5. Determine block

Now decide whether you wish to integrate a block in the layout. Blocks are only applied if they perform a specific function.
(see: Basics > Layout structure)

The layout should be selected so that the rings appear on the visual and other elements appear in the selected block as far as possible.



6. Colouring

Select one of the five Audi colours for the block (see: Basics > Colours).

Note that the rings and headline always appear uniformly in white or black.



7. Subheadline and body copy 

The text is aligned flush with the headline. It can be freely positioned vertically (minimum spacing: half a ring width).

The type weight varies from Extended Bold to Normal.





8. Call-to-action buttons 

The text block is completed with a button specifically encouraging further interaction. There are two versions available here (primary and secondary).

Audi Type Screen Normal is used on the button; the type size is the same as that of the copy (basic type size) and determines the size of the button.
(see: Guide > User interface > Components > Buttons)




9. Icons

The specially developed Audi icons must always be used for additional benefits (e.g. warranties, insurance etc.).
(see: Basics > Icons)

Social media icons (e.g. Facebook) can be applied in a single colour. 






10. Tagline

Select one of the defined placement, size and colour options for the tagline.
(see: Basics > Tagline)

Comment on banners in portrait format: If the banner’s height is more than double its length, the recommendation is to do without a tagline since readability cannot be guaranteed.



11. Finished



Special case: 
Prices and dealership details

Prices and other information such as dealership details appear in Audi Type Extended. Always take care to ensure that the price is smaller in size than the headline.

The name of the Audi partner appears in Audi Type Extended Normal/Bold (always black or white). The type size is no more than 1.5 times that of the tagline/wordmark.

Structure – Step by Step

For slider banners, all elements of static banners can be applied according to the same principle. At least three successive slides have to be created in this case. 


1st option: Build-up typography

The typographical/graphic elements are added to the image successively. 

2nd option: Build-up and replacement typography

The typographical/graphic elements are added to the image successively, in some cases replacing what has gone before.



3rd option: Changing block

A block is added to the image dynamically and changes its format. The block can also change in the course of the animation; typographical/graphic elements appear inside the block.

4th option: Changing and sliding block 

A block is added to the image dynamically and changes its format. In the course of the animation, the block slides on to reveal a another section of the image; typographical/graphic elements appear inside the block.

Option: Rings and tagline as the closing element

The animation is made up of two parts: in the first part, one of the four preceding options is realised and in the final part the rings appear on their own against a full-format block in one of the Audi colours, finally being replaced by the tagline. As an optional alternative, the tagline at the end of the sequence can be omitted.

Structure – Step by Step

Every film banner is made up of three sections: Intro, content section and outro.
The rings (without tagline) are applied at two points.

  • The intro has a maximum length of four seconds. During this time, the rings appear as an opener (two seconds). They can be placed within the intro sequence at different times using software.
  • In the content section, language (off and/or character voices), music and sound effects are used in addition to the moving image. Typography can also optionally appear. The duration varies but is at least 10 seconds.
  • The outro consists of the overlay of the rings along with the typographical elements (headline, subheadline and body copy) and the call-to-action button (duration of build-up: 1 second). The overlay can be on the moving image or on the block.
  • After the outro build-up, the overlaid elements remain statically in view for seven seconds. This enables the user to respond by using the button (interaction period). The image and sound run via loop function during this time.



The rings appear as the opener at the beginning of a film banner. They emerge from the visual material and disappear into it again after a few seconds. They are centred in the image, the ring size being derived from the aspect ratio (in our example 3.2:1); it is automatically generated using software. The tagline is not used for the intro.
(see: Guide > Motion pictures > TVC ending)


Content section

The content section follows the regular recommendations for Audi films. The following elements can be used: moving images, language (off and/or character voices ), music, sound effects and optionally also typographical elements.


The rings are also applied at the end of a film banner. Here, the TVC ending is not to be used; the rings appear in combination with the headline, subheadline, body copy and buttons. The latter provide a link to separate pages.

Care should be taken to ensure that all typographical/graphic elements appear consistently in black or white.



Outro 1: Rings in full-format block

A block in one of the five Audi colours comes dynamically into view and fills the space. Typographical/graphic elements are placed inside it.
(see: Basics > Colours).

The secondary button is to be used.
(see: Guide > User interface > Components > Buttons)





Outro 2: Rings in non-full-format block

The typographical/graphic elements can also appear in a smaller block (e.g. half format)
(see: Basics > Layout structure)

Otherwise the design follows the same scheme as for Outro 1.




Outro 3: Rings on moving image 

Alternatively it is possible to overlay the typographical/graphic elements on a moving image.

In this case the primary button is used.
(see: Guide > User interface > Components > Buttons)




Animation types

The animation makes the movement that is typical of the Audi appearance.
(see: Basics > Animation)

CSS definition for web applications
transition-timing-function: cubic-bezier(0.75, 0.02, 0.5, 1);

Definition for Apple iOS Apps
[[CAMediaTimingFunction alloc] initWithControlPoints:0.75f:0.02f:0.5f:1.0f];

Definition for Google Android Apps

Definition for motion design in Adobe After Effects
Outgoing velocity: 75%
Incoming velocity: 95%

Direction of movement
All elements are moved either horizontally or vertically but not at an angle. 

The duration of the animation depends on the size of the element and the distance it covers. If there are several elements or animation stages, a clear-cut sequence should be defined. As few elements as possible are animated simultaneously.


There is a lack of space to ensure readability of content.
In a banner with an extreme portrait format, the tagline should be avoided as it appears to small.
The rings appear much too close to the rings from the content.
No animation effects (such as moving clouds) should be used at the image level.
Rings are to be avoided as an opener in banners with an extreme portrait format.
The use of the TVC ending at the end of a film banner is to be avoided.