Digital Presence

Multifaceted expressive possibilities in combination with the highest degree of recognizability. The flexible layout elements are particularly in demand for online banners: they enable consistent, powerful brand presence – even in the smallest space and with minimal resources. Users are provided with a clear, concise message at a glance and are directed to further content in a targeted manner.

One Banner - Countless Possibilities


In designing online banners all the brand elements (rings, brand claim, colours, typography, image style, layout structure, icons and animations) are used as described in the Basics chapter. Particular attention must be paid to the correct use of buttons in online banners.

Recommended distances to the format and space borders can be determined using the "Minimum Distance Calculator" provided here. These minimum distances also serve as orientation within additional layout spaces. In the case of cut rings, the minimum distances to the format border do not apply.

The following examples illustrate the variety that brand elements enable in the design process.



Rings and typography

Audi rings can be used in all line thickness for online banners. Whether as a classic sender or as an additional design element (e.g. in the bleed), the Audi rings always remain clearly recognizable in the overall perception – in spite of their flexibility. If they are extremely small due to the format or are placed on an uneven or busy background, the Audi Rings Medium should be used as a minimum.

Also when combined with other design elements, such as typography, the Audi rings are always clearly recognizable and are not dominated by them.

Headlines are always set in the Audi Type Extended with the brand colours black or white. Audi Type Wide is selected for buttons and text buttons. Further details such as font sizes and font styles can be found in the User Interface > Components > Text Styles guide.

Basics > Rings

Basics > Typography




Colours and layout structure

Layouts can be designed as full-surface layouts or, in order to structure content clearly, divided into several layout spaces. These spaces can be coloured in one of the three brand colours (in full tone) or consist of images that are bled to the edge. In this context, the layout should never appear to be too small-scale. 

Basics > Colours

Basics > Layout Structure



Brand claim

If the brand claim is used, its legibility must be guaranteed in every online banner. However, it is never the focus of the design. As soon as certain formats (e.g. extremely portrait, narrow banners) impair readability, the brand claim should not be used. The specifications for use, placement, sizes and colours are described in the Basics chapter, under Brand Claim.

See: Basics > Brand Claim




Buttons are a central component of banners. The primary button provides the clearest click impulse. The transparent secondary button or the text button can be used as a more subtle call to action.

Formats in which there is no possibility to integrate buttons can also be designed without them. These banners are meanwhile learned by the user as "clickable".

The buttons are available in black, white or transparent. In their placement be sure that sufficient contrast to the background is given.

Further details on sizes, minimum widths etc. can be found in the Guide > User Interface > Components > Buttons.


Structure - Step by Step

Whether static, animated or cinematic - all online banners follow the same structure. In the following section, this is described as an example for static banners. Special features for animated or cinematic banners can be found in the respective sections.

Addendum: Dealer information


The dealer name is set in Audi Type Extended Bold. The font size of the dealer name corresponds at a minimum to that of the copy text and can be freely scaled up to twice the size of the copy text.

The recommended distances to the format and space border can be determined with the help of the "Minimum distances calculator". These minimum distances also serve as orientation within additional layout spaces.

Structure and layout  

In the case of slider banners, all elements of the static banners can be used according to the same principle. In all instances, at least three successive slides must always be created. In order to ensure the readability of the texts, a rapid sequence of the individual slides should be avoided. An animation of the line thickness of the Audi rings is not intended.


1. Option: Appearing elements

The interactive and (typo-)graphic elements appear one after the other.


2. Option: Appearing and replacing elements

The interactive and (typo-)graphic elements appear one after the other and partially replace each other.


3. Option: Changing surface

An additional space appears on the image. It allows to present interactive and (typo-)graphic elements on a calmer and clearer background, if this is not present in the underlying image. In the course of the animation the space may change further.


4. Option: Changing and sliding surface

An additional space appears on the image. It glides on during the animation and thus guides the eye of the viewer. Interactive and (typo-)graphic elements are placed on the surface. This method makes it possible to highlight or focus content.


Option: Rings and brand claim as conclusion

The animation consists of two parts: in the first part one of the four previous possibilities is realized. In the concluding part, the rings appear alone on a fully formatted as well as coloured surface (in one of the brand colours). Finally, the rings are detached from the brand claim. The brand claim at the end of the sequence is optional.

Structure and layout of banners (film)

Dramaturgically, each film banner consists of three sections: Intro, content section and outro. The use of the opener in the intro is optional. The rings appear in the film banner in at least at one place, and at a maximum, at two places (intro and/or outro).


  • The optional intro has a maximum length of four seconds. Here, the rings can appear as opener (two seconds). The opener is generated with the help of TVC software.
  • In the content section, in addition to the moving images voice (off and/or voice of characters), music and sound effects can be used. Optionally, typography (in the Audi Type Extended) may also find use.
  • The length of the content section depends on the content and the message to be conveyed and is between 8 and 12 seconds.
  • The Outro consists, like the animated banner, either only of the rings or of the rings together with typographic elements (headline, subheadline and copy text) and the call-to-action button (duration of the build-up: 1 second). The insertion can be done on the moving image or on a surface that is additionally inserted. The TVC ending is not used in the outro.
  • After the outro build-up, the faded-in elements remain for 7 seconds. This allows users to react to the referencing, relaying button (interaction time).



Intro (optional)

At the beginning of a film banner the rings can appear as opener. They emerge from the image material and reappear in it after a few seconds. They are centered in the image. The ring size is determined by the aspect ratio (in the example shown: in 3.2:1 format) and is automatically generated by the software for the opener/TVC ending.

The use of the opener should be avoided in connection with extremely tall format banners, as the visibility of the Audi rings is not guaranteed. The same applies to the brand claim. For reasons of readability, it should not be used with such extreme formats.

Guide > Motion Pictures > TVC-Ending



Content section

Moving images, speech (off- and/or character voice/s), music, sound effects, and optionally typographic elements are used. The length of the content section depends on the content and the message to be conveyed and is between 8 and 12 seconds.




The Audi rings are placed at the end of a film banner. Here the TVC ending is not used. The rings can be combined with a headline, subheadline and a copy text as well as buttons that link to separate pages. Please make sure that all elements appear in black or white throughout.


Outro 1: Elements on full size surface

A space in one of the three brand colours dynamically enters the image and fills it completely. Interactive and (typo-)graphic elements are placed on top of it.

Basics > Colours

Guide > User Interface > Components > Buttons


Outro 2: Elements on not fully formatted space

Interactive and (typo-)graphic elements can also appear next to the image on an additional, for example half-formatted, surface.

Basics > Layout Structure




Outro 3: Elements on moving images

Alternatively, there is the possibility to fade in interactive and (typo-)graphic elements on moving images.

Guide > User Interface > Components > Buttons


Animation types

Animations and movements follow the predefined animation curves and speeds. This gives the online banners the dynamic character typical of the Audi appearance.

Basics > Animation




Missing use of layout spaces: Readability is not guaranteed.
In the case of extremely tall, vertical format banners, the brand claim should be omitted, as it appears too small and is no longer clearly legible.
Rings are not placed above the vehicle.
Additional animation effects (e.g. moving clouds) in the image plane should be avoided.
Rings as opener are to be avoided in the case of extremely tall, vertical format banners.
The design elements are too close to the format border.
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