The Audi logo is one of the most recognisable brands in the world, but a design change has left fans of the German car manufacturer feeling rather flat.
Out has gone the bevelled, 3D look that is so iconic, to be replaced by a new 2D redesign that is supposed to give it a “significantly more modern” appearance. But Audi lovers are not convinced.
One critic of the change said on Reddit: “It really does look cheap. Looks just pasted on, as an afterthought”, while another commented: “What a disappointment. One of the things I liked about Audi is that they still used physical badges that you can feel and run your hand across.”
The new logo has already been featuring on new Audi vehicles, but the company has only started to highlight the redesign on its website, describing it as “more purity, more reduction, more consistency”. The new monochrome symbol features those same four rings, but gone is the shiny bevelled appearance.
Audi brand strategist Frederik Kalisch said about the new design: “On one hand, loud and very bold, and on the other, the restrained, pure, and clean.” while head of design André Georgi added: “The new two-dimensional look gives our rings a significantly more modern and even more graphic makeover, although their geometry is almost identical to the former ones.”
In a marketing campaign to introduce the new logo, Audi took inspiration from Lord of the Rings, saying: “Four rings to move them all. There is something new and electrifying on the horizon, stay tuned.”
And the company said in a statement: “ We want the four rings to look the same everywhere in the future: Whether in a magazine, on your smartphone, or a billboard – and on or inside the car.”
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