The Brand in Action

Every Audi model conveys the premium aspirations and philosophy of the Audi brand. This especially applies to vehicles bearing Audi lettering since they are perceived more than others as “official brand ambassadors”. And they really are pursuing a mission – their visibility contributes proactively to establishing the Audi brand as an integral part of the street scene.

Examples

Design Principle

The design of vehicle lettering fundamentally follows the Basics section entitled “Tagline”.
(see Basics > Tagline).

Specific lettering types have been developed for the various areas of application.

Lettering Types

 

Cooperation vehicles

Audi cooperation partners use the brand name and supplement without rings, based on the tagline model.

Overview

 

Structure – step by step

 

1. Vehicle paint finish

There are eight pre-defined vehicle paint finishes. The definition depends on which type colours are chosen.
(see Production > Details: Vehicle paint finish)

 

2. Vehicle model

The choice of vehicle model does not essentially impact on the lettering.

 

 

3. Design

The brand name “Audi” appears in Extended Bold and the supplement in Extended Normal.

Both a single-line and a two-line layout is possible, depending on readability. In the latter instance, the type is to be left-aligned with “Audi” appearing on its own in the first line.

 

 

4. Type colour

The brand name “Audi” appears in the type colour red, the supplement appears in the type colour black or white. It is also possible for all elements to appear in black or white if the vehicle paint finish leaves no other option.

 

5. Sizes

  • The type size is variable.
  • Line spacing in the case of two-line layout is always defined as 110 % of the type size.
  • The signage as a whole is no wider than the front door.
 

6. Spacing

In order to determine the minimum spacing, the respective ring size has to be calculated (even if no rings are to be applied!)
(see Basics > Rings > Size calculator for rings and typography

  • The minimum spacing from left to right is equal to one ring diameter (external) to any clearly visible edges (door gaps and trim strips).
  • The minimum spacing from the top and bottom is equal to one ring diameter plus the line thickness of the ring (see graphic).

     

Example: Single-line lettering

Positioning and alignment

  • Lettering is only placed on the driver and front passenger doors. 
  • As a guideline, the lettering as a whole should be no wider than the front door.
  • Start: Front edge of the front door (depending on vehicle model)
  • Finish: The lettering should occupy the maximum width of the front door.
  • All elements are aligned parallel with the lines of the vehicle.

 

Example: Two-line lettering

Positioning and alignment

  • Lettering is only placed on the driver and front passenger doors. 
  • As a guideline, the lettering as a whole should be no wider than the front door.
  • Start: Front edge of the front door (depending on vehicle model)
  • Finish: The lettering should occupy the maximum width of the front door.
  • All elements are aligned parallel with the lines of the vehicle.
 

Sponsorship vehicles

The event logo occupies the most prominent position on vehicles in connection with Audi sponsorship activities. The rings appear separately on the C column.

Special guidelines apply to sponsorship activities in connection with brand theme areas such as Audi quattro.
(see > Details: Feature vehicles)

Overview

 

Structure – step by step

 

1. Vehicle paint finish

There are eight pre-defined vehicle paint finishes. The selection depends on which type colours are chosen.
(see Production > Details: Vehicle paint finish)

 

2. Vehicle model

The choice of vehicle model only impacts on the size of the lettering.

 

 

3. Design

  • The size of the event logo is variable; the entire lettering should be no wider than the front door.
  • Preference is always given to all elements (including the event logo) appearing in black or white.
  • In terms of minimum spacing, the relevant external guidelines apply to the event logo.

 

 

4. Rings

The rings are positioned on the C column. This is only necessary if photographs are expected to show passengers getting in and out of the car.

Example: Event logo and rings on C column

Positioning and alignment

  • The event logo is only placed on the driver and front passenger doors.
  • The event logo is placed centrally on the door.
  • All elements are aligned parallel with the lines of the vehicle.
  • The rings are positioned on the C column.

 

Special case: Event logo with integrated brand name

Positioning and alignment

  • The event logo is only placed on the driver and front passenger doors. 
  • The event logo with integrated brand name is placed centrally on the door.
  • In order to determine the minimum spacing (one ring diameter) it is necessary to calculate the size of a ring. (see Basics > Rings > Size calculator for rings and typography)
  • All elements are aligned parallel with the lines of the vehicle.
  • The brand name “Audi” appears in red, the remaining elements in black or white. It is also possible for all elements to appear in black or white if the vehicle paint finish leaves no other option.
  • In addition, the rings are placed on the C column (size depends on the brand name on the front door).
 

Feature vehicles

In addition to the preferred single-line layout, a variant is available with the name supplement in double size for brand theme areas such as quattro and e-tron.

Overview

 

Structure – step by step

 

1. Vehicle paint finish

There are eight pre-defined vehicle paint finishes. The selection depends on which type colours are chosen.
(see Production > Details: Vehicle paint finish)

 

2. Vehicle model

The choice of vehicle model does not essentially impact on the lettering.

 

3. Design

There are two variants for highlight vehicle lettering: the preferred single-line layout and the two-line layout with supplement in double type size. In the latter instance, the type is to be left-aligned with “Audi” appearing on its own in the first line.

The brand name “Audi” appears in Extended Bold and the supplement in Extended Normal.

 

4. Type colour

The brand name “Audi” appears in the type colour red, the supplement appears in the type colour black or white. It is also possible for all elements to appear in black or white if the vehicle paint finish leaves no other option.

 

5. Sizes

  • The type size is variable.
  • Line spacing in the case of two-line layout is always defined as 110 % of the type size.
  • The lettering as a whole is no wider than the front door.

 

 

6. Spacing

In order to determine the minimum spacing, the respective ring size has to be calculated (even if no rings are to be applied!)
(see Basics > Rings > Size calculator for rings and typography
 

  • The minimum spacing from left to right is equal to one ring diameter (external) to any clearly visible edges (door gaps and trim strips).
  • The minimum spacing from the top is equal to one ring diameter plus the line thickness of the ring (see graphic). 
  • The minimum spacing from the bottom is equal to one ring diameter (external measurement) to the base line or descender (if present).
     
 

7. Special case: Supplementary logo

Where Audi is active in the brand theme area, e.g. Audi quattro for the German Ski Association, the logo of the association or club being sponsored appears under the C column.

 

 

Example: Single line

Positioning and alignment

  • Lettering is only placed on the driver and front passenger doors. 
  • As a guideline, the lettering as a whole should be no wider than the front door.
  • Start: Front edge of the front door (depending on vehicle model)
  • Finish: The lettering should occupy the maximum width of the front door.
  • All elements are aligned parallel with the lines of the vehicle.

     

Example: Two-line with double type size

Positioning and alignment

  • Lettering is only placed on the driver and front passenger doors. 
  • As a guideline, the lettering as a whole should be no wider than the front door.
  • Start: Front edge of the front door (depending on vehicle model)
  • The minimum spacing from the top of the logo is equal to the diameter of one ring (see diagram) plus the thickness of the ring's line below the top edge of the door handle.
  • Finish: The lettering should occupy the maximum width of the front door.
  • All elements are aligned parallel with the lines of the vehicle.
 

Dealership vehicles

Audi dealerships use the brand name and supplement without rings, based on the tagline model. 

Overview

 

Structure – step by step

 

1. Vehicle paint finish

There are eight pre-defined vehicle paint finishes. The selection depends on which type colours are chosen.
(see Production > Details: Vehicle paint finish)

 

2. Vehicle model

The choice of vehicle model does not essentially impact on the lettering.

 

3. Design

The brand name “Audi” appears in Extended Bold and the supplement in Extended Normal.

Both a single-line and a two-line layout is possible, depending on readability. In the latter instance, the type is to be left-aligned with “Audi” appearing on its own in the first line.

 

4. Type colour

The brand name “Audi” appears in the type colour red, the supplement appears in the type colour black or white. It is also possible for all elements to appear in black or white if the automobile paint finish leaves no other option.

 

5. Sizes

  • The type size is variable.
  • Line spacing in the case of two-line layout is always defined as 110 % of the type size.
  • The signage as a whole is no wider than the front door.

 

 

6. Spacing

In order to determine the minimum spacing, the respective ring size has to be calculated (even if no rings are to be applied!)
(see Basics > Rings > Size calculator for rings and typography
 

  • The minimum spacing from left to right is equal to one ring diameter (external) to any clearly visible edges (door gaps and trim strips).
  • The minimum spacing from the top and bottom is equal to one ring diameter plus the line thickness of the ring (see graphic).

     

Example: Single-line and two-line

Positioning and alignment

  • Lettering is only placed on the driver and front passenger doors.
  • As a guideline, the lettering as a whole should be no wider than the front door.
  • Start: Front edge of the front door (depending on vehicle model)
  • Finish: The lettering should occupy the maximum width of the front door.
  • All elements are aligned parallel with the lines of the vehicle.
 

Group vehicles

On group vehicles (especially buses of Group brands such as VW being used for Audi), the rings always appear along with the brand name and supplement.

 

Overview

 

Structure – step by step

 

1. Vehicle model

The choice of the vehicle model (with or without windows) will impact on the signage positioning (see example below). 

 

2. Design

The rings always appear to the right or left of the lettering. The latter always appears in two-line, left-aligned layout. “Audi” always appears in the first line. The ascender of the first line and the base line of the second line are aligned with the inner edges of the rings.

The brand name “Audi” appears in Extended Bold and the supplement in Extended Normal.

 

3. Type colour

If the vehicle is white or a light colour, the brand name "Audi" and the rhombus appear in red, while the rings and supplement appear in the type colour black or white. 

 

If the vehicle is a dark colour, the rhombus appears in red with a white contour and all other elements appear entirely in white.
If the vehicle is red, the rhombus appears solely as a white contour and all other elements also appear entirely in white.

(see Production, “Type colour”)

 

4. Sizes

  • The type size is variable.
  • Line spacing in the case of two-line layout is always defined as 110 % of the type size.
 

5. Spacing

In order to determine the minimum spacing, it is necessary to calculate the size of a ring.
(see Basics > Rings > Size calculator for rings and typography

 

  • The minimum spacing from left to right is equal to one ring diameter (external) to any clearly visible edges (door gaps and trim strips).
  • The minimum spacing from the top and bottom is equal to one ring diameter plus the line thickness of the ring (see graphic).
  • The spacing between typography and rings is flexible (at least one ring width). 




Example: Vehicle without windows

Positioning and alignment

  • On models without windows, the lettering is placed in the top, rear section at the side of the vehicle. 
  • Depending on the model, the rings are shifted horizontally in such a way that their positioning is optimum on the relevant vehicle element (door or window).
  • All elements are aligned parallel with the lines of the vehicle.



Example: Vehicle with windows

Positioning and alignmen

  • In models with windows, the lettering is applied to the side doors.
  • Depending on the model, the rings are shifted horizontally in such a way that their positioning is optimum on the relevant vehicle element (door or window).
  • All elements are aligned parallel with the lines of the vehicle.

Production
 

Finish quality

In order to ensure a high-quality appearance, all vehicle lettering is created as individual elements or letters and never as a printed full-coverage film. In order to ensure an optimum effect, files developed especially for vehicle lettering are available for download.

Colour definition of the adhesive films

The film colours for Audi vehicle lettering are defined based on the 3M Scotchcal Opaque Graphic Film Series 50 colour chart. The brand name “Audi” appears in red (reference: PANTONE® 200) all other elements appear in black, or white if the paint finish of the vehicle is dark.
(see > Details: Vehicle paint finish)


Note

It is advisable to apply the rings and all text elements together using a transfer film so as to ensure the correct positioning of the text in relation to the rings. Line drawings of all vehicle models are available on the Audi Corporate Design Portal for use as layout templates for vehicle lettering.

Type Colour

White

Reference colour:


Film colour for lettering:
3M Scotchcal Opaque Graphic Film
Series 50

  • SC 50-10 White

Audi Black

Reference colour:
Pantone Black

Film colour for lettering:
3M Scotchal Opaque Graphic Film 
Series 50

  • SC 50-12 Black

Audi Red

Reference colour:
Pantone 200

Film colour for lettering:
3M Scotchal Opaque Graphic Film
Series 50

  • SC 50-48 Red

White

Possible type colours:

> Red/black
> Black

Silver

Possible type colours:

> Red/black
> Black

Yellow

Possible type colours:

> Red/black
> Black

Black

Possible type colours:

> Red/white
> White

Grey

Possible type colours:

> Red/white
> White

Green

Possible type colours:

> Red/white
> White

Red

Possible type colours:

> White
 

Blue

Possible type colours:

> Red/white
> White

Downloads

Audi vehicle line drawings
Line drawings of all vehicle models for MacOS and PC are available for download as layout templates for vehicle lettering.
ZIP
52.1 MB
Audi Shuttle Service
EPS
2.8 MB

Don’ts

The lettering is too long and runs beyond the front door format.
The lettering is positioned on the edge and starts with too much spacing from the left.
The lettering is not applied to the side of the vehicle.
The lettering was applied to the whole door as a full-coverage film.
The lettering was applied as full-coverage film cut to size.
The rings were positioned together with the event logo.
The lettering does not apply to internal departmental and pool vehicles.
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