The Sound of the Brand

Emotional and touching, the Audi Corporate Sound is fascinating and gets under your skin. It dissolves the distance between the recipient and the Audi brand. You journey directly into the brand world and experience it through your senses.

The compositions are unusual and fascinating, felt as an intense experience. An unusual mix of styles and innovative use of instruments are clear requirements.

Audi Heartbeat

The Audi Heartbeat is Audi's acoustic trademark and was revised in 2016 in line with the new CI principles. The Audi Heartbeat now focuses on the "Vorsprung durch Technik" brand core and makes progressiveness audible.

The Audi heartbeat is used in all audiovisual media directly linked with the animated trademark, the TVC-Ending. In purely audio-based media, as the core of Audi’s acoustic identity, it represents the central brand element and provides the brand with a recognisable sound across the globe.

The Audi Heartbeat file and guidelines for synchronisation with the animated trademark and integrating with music are available on the Corporate Design Portal in the Guide to "Motion pictures" > TVC-Ending.

 

Instrumentation
The Audi Heartbeat is based on a real human heartbeat. The heartbeat is a long-standing acoustic trademark closely associated with Audi and conveys the emotional nature of the brand. It is accompanied by instruments from the Audi Sound Studio, thereby creating the unmistakable Audi Heartbeat.

Audi Heartbeat Solo

Heartbeat for purely audio use without synchronisation with the TVC-Ending.

Audi Heartbeat Solo – Master
Simple, non-transferable, non-sublicensed and territorially unrestricted right to use the Audi Sound Studio solely for the purpose and duration of fulfilling the user's contractual obligations vis-à-vis AUDI AG or the contracting company within the Audi dealer network.
ZIP
658.3 KB

Audi Scores

The Brand Music Pool consists of pieces of music composed exclusively for Audi: the Audi Scores. They cover a wide range of different moods and the downloads play for between 90 and 180 seconds. The Audi Scores can be used to insert quick bursts of the typical Audi sound into communication activities such as film soundtracks, sound presentations etc.  

90s

Relaxation

  • Versatile score with driving passages
  • Composition with classical and electronic instruments
90s

Flying Bird

  • Lively optimistic score
  • Reduced instrumentation, focus on pizzicato viola and brand piano
90s

Berlin

  • Varied exciting score with dynamic beat sequences and calmer smooth passages
  • Use of pattern and arpeggio elements
90s

Boston

  • Reduced score with driving string elements
  • Pattern composition elements
  • Instrumentation focus: strings and brand piano
90s

Hamburg

  • Minimal, inspired score
  • Modern, light, pure
90s

Freestyle

  • Modern electronic score
90s

Cinematic

  • Cinematic score
  • Radiates strength, sovereignty but also humanity
  • Driving, exciting string passages combined with calmer emotional piano and sweeping elements
90s

Fusion

  • Pulsing, driving score
  • Positive, moving impression using warm bass sounds and electronic beats
  • Electronic and acoustic instruments are combined in a harmonious and progressive way
Audi Scores – TV, Cinema and Radio
Simple, non-transferable, non-sublicensed and territorially unrestricted right to use the Audi Sound Studio solely for the purpose and duration of fulfilling the user's contractual obligations vis-à-vis AUDI AG or the contracting company within the Audi dealer network, with the exception of TV, radio and cinema use.
ZIP
431.9 MB

Vehicle Exhibitions and Events

The purely instrumental CD "Ambience" conveys the Audi brand with wide expanses of sweeping music and reduced beats and is intended for use at vehicle exhibitions and events.

We cannot offer this CD compilation as a download on copyright grounds. Please see below for order information.

Aftershow Parties and Trade Fair Celebrations

The "Vibes" CD creates an energetic, positive mood at exhibition, event and aftershow parties. "Vibes" can be used at evening trade fair celebrations as support for a DJ or could even replace the DJ, thanks to the additional DJ mix available on the CD. "Vibes" gets everyone going with a funky beat and high tempo. It is rhythmic, dynamic and focuses mainly on house and electro styles.

We cannot offer this CD compilation as a download on copyright grounds. Please see below for order information. 

Order information
"Ambience" and "Vibes" CD compilations
PDF
26.8 KB

Audi Brand Voice


The Audi Brand Voice is defined by Audi's brand personality. The voice is male and is taken from the brand's core claim "Vorsprung durch Technik". It makes the brand recognisable and acts as a form of quality assurance.

The Audi Brand Voice is designed for all communication channels – such as TV and cinema advertising, brand films, radio commercials, online or trade fairs. It is used when what is being said is intended to convey the personality of the brand and should always be used when it is clear that "The Audi brand is speaking".

The Audi Brand Voice is characterised as follows:

  • Gender: male
  • Age range: 35–45
  • Pitch: medium to deep, trained voice, authentic and self-confident, no dialect

 

Commissioning
The following voice artists are recommended for Audi Brand Voice recordings and can be commissioned without further consultation:

Andreas Fröhlich 

German voice artist:
age range 35–45

Contact: Marion Tepe / Voxhaus (Hamburg)
m.tepe@voxhaus.de

 

Christian Baumann

German voice artist:
age range 35–45

Contact: christbmnn@aol.com      

Sven Hasper

German voice artist:
age range 25–35

Contact: Agentur Marina Schramm / Marina Schramm
sprecheragentur@marinaschramm.de

Philip Glenister

English voice artist:
age range 35–45

Contact: Alex Mactavish / Lipservice UK (London)
Alex@Lipservice.co.uk

Duncan Townsend

English voice artist:
age range 25–35

Contact: Nicola Tyszkiewicz
nicola@familyhouse-production.de

 

Audi Phone Sounds

This music was developed using sounds from the Audi Sound Studio. Bring the Audi brand to life on your phone and use the hold music in your telephone system.

Download ringtones and hold music.

Audi Phone Sounds
Simple, non-transferable, non-sublicensed and territorially unrestricted right to use the sounds solely for the purpose and duration of fulfilling the user's contractual obligations vis-à-vis AUDI AG or the contracting company within the Audi dealer network. Audi Phone Sounds must only be used as ringtones or hold music.
ZIP
62.9 MB
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