Audi
Audi owns one of the most recognizable car logos on the planet.
The simplicity and memorability of the four rings has led to the fact that almost everyone can easily associate this symbol with a well-known car manufacturer.
Meaning of the Audi logo
Audi car emblems represent the merger of the four German companies that make up Auto Union in 1932. Then Audi teamed up with Horch, DKW and Wanderer, thus forming one of the most powerful auto concerns in German history.
E The problem is positioned as a set of company obligations.
Form. The initial ring on the left represents Audi, the next represents DKW, the third represents Horch, then the fourth ring represents Wanderer. The closeness of the emblem's appearance to the Olympic logo led the World Olympic Committee to prosecute the management of Audi. The four three-dimensional rings symbolize the strength and security of the merger of the four parent companies.
Color. The darker coloration used in the Audi badge since 2009 adds clarity and shine to the badge. The aluminum color in the rings reflects the innovative line and lightweight design of the structures. It is soft yet bright, making it easy to read.
Text. The typeface used has become more standardized and simple yet modern. This new appearance The logo reflects the message from Audi to customers and employees of the company to create more innovative and efficient projects.
The company that has managed to maintain the reputation promised by the shape of the badge remains one of the most successful and respected car manufacturers today.
The company "Audi" had many unfavorable moments that could radically change the well-being of this corporation. The history of Audi began back in 1899. The man who founded it was named August Horch. Initially, he gave his newly formed company the name "A. Horch & Cie". It should be noted that the founder's surname is translated from German as "listen."10 years have passed and the founding father of the corporation is thrown out of his own organization outside. After mourning for a while, he decides to create new firm. In honor of his past brainchild, he names his second company Horch. However, dishonest former partners with the help of the court forbid the use of this name.
Like all genius, the name for the new company came about by chance. Once, when two partners and friends August Hörch and Franz Fikentscher were sitting and talking on different topics, including what name to choose for your company. That interesting idea filed son Franz, who at that time was trying to make homework in Latin.
He said that we could try to translate the word "Horch" into Latin. When they translated, it turned out beautiful word"AUDI", which they all really liked
In the early years, the AUDI inscription itself served as the emblem of the company, and only in the thirties of the last century were the now world-famous rings invented. And the thing is that in the 30s of the last century there was a severe economic crisis, many companies and firms simply went bankrupt, and to save its business, AUDI had to team up with its main competitors - Horch, Wanderer and DKW..
After such a powerful update, the newly merged company urgently needed a simple and recognizable logo. First, the company's designers decided to draw four rings into which they then entered the names of the companies. After some time, this emblem was recognized as too complex and overloaded with unnecessary elements. Therefore, an attempt was made to simplify it considerably. After that, four simple rings remained on the logo. However, at first they looked like a chain, the rings were, as it were, fastened together. But then the company's management came up with the idea to draw separate rings, only superimposed on each other.
However, this was not the last rebranding of this emblem. Relatively recently, in 2009, another attempt was made to improve the appearance of the logo. After restyling, the rings began to look noticeably thicker, although they do not differ in area and thickness from the rings from the old emblem. As a result of the work carried out by professional designers, the entire logo now looks more embossed and elegant.
Historically, the four rings symbolize Audi, Horch, Wanderer and DKW, which became part of the Auto Union AG concern in 1932. Only Audi survived to this day, but the rings remained, although in the 90s the company came up with an alternative to them in the form of a red oval with white letters inside (today such an emblem is no longer used).
In August last year, Audi introduced a new, rather confusing, indicator of a conditional power level. This was explained by the desire to get away from the figures for the working volume of the internal combustion engine, which, in the light of the general unification and hybridization, only indirectly affects the consumer characteristics of cars.
In September, it became known that Audi is planning a luxury sub-brand that will offer the most luxurious and powerful versions of the flagship A8 sedan.
And now the QuattroWorld Internet resource, created by Canadian Audi car enthusiasts, has learned that the German company has patented two new versions of its emblem in the USA and Germany: in one, the rings completely lack central jumpers, in the other, the central jumper remains, but two there are no neighbors.
Why Audi needed new emblems is still unknown. Perhaps the empty fields freed by the jumpers will allow the inscription Audi or Horch, or both at the same time, to be placed inside the emblem. The original Horch badge looks too bulky by today's standards, so Audi is probably looking for more organic ways to integrate it.
Our Canadian colleagues also suggested that the new emblems are an attempt to highlight Audi's transition to a new level of technology, namely the connection of Audi cars with each other and with road infrastructure in light of the coming era of autonomous driving. The absence of jumpers, as it were, fixes the continuity of the rings, and if now four elements are clearly visible in the emblem, then in the updated one there are two or one. At the same time, in both cases, the emblem remains 100% recognizable and is identified as Audi.
Globally, Audi is still losing competition brands BMW and Mercedes-Benz (in 2017, 1.8 million, 2.0 million and 2.5 million vehicles were sold, respectively). Perhaps the logo update is an attempt to restart the brand, a way to once again draw attention to it target audience. On the other hand, all firms regularly “finish” their emblems and logos, make small changes to them, visible only to connoisseurs and devoted fans of the brand. The laws of marketing require constant updates, even where they are not required, so new emblems on Audi cars can appear just like that, without any idea.
Four rings "Audi", as well as other images famous brands, envelops the history of the logo. This logo bears the name of August Horch, an engineer and founder of the Horch automobile company. The fact is that in German Horch means “listen”, while in Latin it sounds like audi. Previously, the founder of the company gave his offspring his own name "Horch".
But over time, he had to leave the company due to disagreements with shareholders and create a new automotive company. The Horch brand was already taken and the court forbade August Horch to use his last name for the name.
One day, while Horch was talking to his business partner, Franz Fikentscher, the latter's son suggested the name Audi. During the conversation, Franz's son sat in the corner of the room and studied Latin. Several times he seemed ready to say something, but still returned to his lessons. Then he said: “Father, audiatur et altera Pars (listen to the other side)… how do you like the idea of calling the company Audi instead of horch?” . "höre" in German means "listen" - and in Latin it will be "Audi". Everyone immediately liked the idea - and it turned out "Audi".
In 1934, during economic crisis, the concern included four automobile companies: DKW and Wanderer, Horch and Audi. This association of four car factories was called Auto Union. That is, both partners and competitors united.
A poster from 1935 illustrates the variety of wonderful convertibles and limousines produced by the four merged companies.At this time, every fourth car in Germany was produced by the union Audi.
This merger was the motive for the famous four-ring emblem, which after the war became the logo of the Audi brand only.
The new three-dimensional sign seems more detailed and realistic.
