Audi makes subtle changes to its four-ringed emblem
The four-ringed logo has been in use since the Auto Union days back in the 1930s, so we wouldn't expect Audi to go changing it too drastically, but it has given the logo a fresh take to mark the occasion of the company's centenary.
Following the lead taken by other automakers, the subtly revised Audi logo is more chrome-tastic and three-dimensional than the one it replaces. The Audi name has also changed to a more conventional font instead of the backswept typeface, and the name, when appearing next to the ring emblem, has moved away from the center to the bottom left corner. A subtle change, for sure, but a change nonetheless. Click on the thumbnails below to compare the old and new emblems to discern the differences for yourself.
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Reader Comments (Page 1 of 4)
Kumail 7:07PM (8/26/2009)
Yey?
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Epsilon-Not 7:08PM (8/26/2009)
I have to admit, I'm not a fan of the new typeface, though the rings look better...
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13enS 7:20PM (8/26/2009)
Agreed. Use old type face w/ new rings and call it a day.
Ray 7:35PM (8/26/2009)
The new font is pretty non-descript. The space inbetween the letters doesn't look right either. Nothing was wrong with the old font.
Rings do look better though, you're right.
thomas 10:55PM (8/26/2009)
+1
font looks like an afterthought.... like someone, after the fact, typed Audi in a default font for the sake of labeling the rings.
at least the old font was distinctive...
AZZO45b 1:08AM (8/27/2009)
Sadly "FONTS" have replaced unique typography design! :( :( This is usually so some Marketing schmuck can tell his art guys to "match" the corporate look (which usually kills the originality of the logo & icon).
Sorry to get geeky about fonts... but it is kinda auto related!!! (LOL)
Mike7 7:13PM (8/26/2009)
The new typeface is boring.
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daleam 7:50PM (8/26/2009)
That's called "understated".
Tourian A5 8:08PM (8/26/2009)
Nope, I'm pretty sure it's called boring.
Shiftright 9:06PM (8/26/2009)
Yup, checked it, the new typeface is dull.
Farmboy 11:47PM (8/26/2009)
It's like they just went to Word, and typed Audi in red.
zamafir 3:57AM (8/27/2009)
typeface blows for sure
PJ 5:14AM (8/27/2009)
I'm pretty sure it's "Verdana Bold."
Branding by MS Word... not a win.
Sean Flanagan 11:28AM (8/27/2009)
It's Trade Gothic Bold Extended, with no alterations. Not even to the tracking. As a graphic designer, I can easily spot laziness in other graphic designers' work.
mcgagnon 7:21PM (8/26/2009)
Rings are okay, Typeface is plain
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johnmichael.jfc 7:21PM (8/26/2009)
I like the new rings, but the new typeface is extremely generic. It looks as though they were running out of time and chose a typical font on a computer and called it a day. The old typeface has a lot of history and lineage under it's belt, it's sad to see it replaced with something that mediocre.
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fizzandpop 7:23PM (8/26/2009)
There really should be five rings (Audi, Horch, DKW, Wanderer, and NSU). But the Olympics seems to have the grip on five and rings. And I agree, the old typeface was way more distinctive (was it custom?)
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jkluzi 10:17AM (8/27/2009)
NSU was far too late to the game (1969) to deserve a ring. That's like arguing that with the addition of Penn State we should suddenly call it the Big Eleven. Not gonna happen.
Mitchell Scott 7:30PM (8/26/2009)
The best part is that it probably took 50 accountants weeks on end to figure out what typeface to use.
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taipeileviathan 7:53PM (8/26/2009)
somehow i don't think graphic design is under the purview of an accountant's work...