On 8 November 2024, Audi officially unveiled its pioneering new brand: AUDI, which abandoned the classic ‘four rings’ logo in favour of Audi’s initials ‘AUDI’.
The new brand is making its global debut with the first AUDI E concept car, showcasing a design that exceeds customer expectations, blends classic Audi DNA with Chinese innovation, and fully embodies the essence of ‘beauty and harmony’. Gernot Döllner, Chairman of the Board of Management of Audi Sport AG and Director of Technology and Development, said: ‘With the launch of this new brand focusing on electric, intelligent and connected vehicles, Audi is embracing more of China’s tech-savvy customers and opening up new paths for growth in China.’
Audi was the first international luxury automaker to enter the Chinese market in 1988, and in November 2024, Audi once again ‘dared to be the first’ by launching the new brand AUDI, a milestone breakthrough that is the result of the cooperation between Audi and SAIC, with the Advanced Digitised Platform, a joint venture between the two companies, providing a new platform for the development of electric and intelligent connected vehicles. The Advanced Digitised Platform (ADP), jointly developed by the two companies, laid the foundation for the launch of the new AUDI brand, which carries on 100% of Audi’s DNA and further demonstrates the brand’s core of ‘Breakthrough Technology and Enlightenment for the Future’ in the era of electric, intelligent and internet-connected mobility.
The newly-launched brand uses the English ‘AUDI’ as its logo, replacing the common four-ring logo. Officials emphasise that although the brand is on the same level as and not subordinate to the four-ring Audi, and shares the brand concept of ‘Technology Enlightens the Future’, AUDI shows a more youthful, enterprising and courageous image, and tends to be positioned as a fashion brand. AUDI has a more youthful, aggressive and courageous image, and tends to be positioned as a fashion brand.
Looking back at Audi’s long history, it is easy to see that the ‘AUDI’ badge actually predates the iconic four rings, which came into being in 1932 with the merger of Audi, DKW, Horch and Wanderer, symbolising the unity of the four brands. Since then, the four rings have become an iconic symbol of the Audi brand and have become deeply rooted in the minds of the public.
While the four rings are well known for their longevity, the ‘AUDI’ logo also carries the history and heritage of the Audi brand. It has been used in a variety of design forms throughout every stage of the Audi brand identity.
However, in the memories of many people, the four rings logo seems to have become synonymous with Audi, and this impression is indelible.
Now, Audi has chosen to reintroduce the ‘AUDI’ logo in the Chinese market, a move that undoubtedly signals Audi’s high expectations for its future development. Audi hopes to attract more attention and love from young consumers through this classic logo.
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