Audi A1 multichannel brand design

As part of the new Audi corporate design, a powerful image was created for a new vehicle segment. The intention was to develop the Audi A1 as the brand icon – using simple means and in the spirit of the Audi ‘Pure & Clean’ look. The result: the Audi A1 Identity. The centrepiece of the image is the key visual, which integrates the vehicle’s packshot into the newly-created word mark ‘A1 – quite simple replacing the centre dash. From the key visual emerges the A1’s visual world: the A1 word mark, the colours red and white, and the asymmetrical design principle of inclined levels – adapted from the angles of the letter ‘A’. The A1 Identity will be used in all the media, all means of advertising and all communication channels.