Logo ending and opener also reflect the basic idea behind our brand appearance: The brand becomes the content – “the interface becomes the brand”.
The TVC ending and opener from Audi is also used for communication of RS, R and S models. More information about the RS and R models can be found in the guide here.
TVC-ending – Timing
Care must be taken during production of the commercial to ensure that sufficient ‘unoccupied’ visual material is available at the end to allow the logo to be generated out of the content.
Seen from the end of the commercial, the Rings appear at second 04:22 (timecode). They change to white at second 03:13 until 03:00. They remain in frame for one second and then fade out. The tagline appears at 01:13 and remains in place until the end. The background image is faded out completely for the last second.
Opener – General
The Rings have become an autonomous element and have now gained their independence from the Audi tagline. That is why they can now appear in the opening sequence of the commercial or at any point between beginning and end (but never at the same time). In the opening sequence, the Rings evolve from the visual content and, after being visible for only a few seconds, dissolve into the background – a subtle opener with memorable visual impact.
Placement of the Rings and Tagline
The Rings are centred in the image frame and are no longer inseparably chained to the tagline. They evolve out of the content and take on the colours black or white. The size of the Rings is determined by the aspect ratio of the image format and is automatically generated with software.
Software for a TVC ending
Using specially designed software, source videos can be added to the animated logo ending or logo opener, modified and rendered for reuse as a video or image sequence. This enables Rings and taglines to be optimally positioned and aligned.