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Audi Sport motorsport CI/CD guideline Status 12/2018 Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
CONTENTS
1.0 Basic design principles 1.1 Look & feel 3 1.2 Overview of design elements 4
2.0 Brand design elements 2.1 The Audi Sport logo 5 2.2 Typography 11 2.3 Colour code 13 2.4 Imagery 14
3.0 Sample applications 3.1 Autograph cards 16 3.2 Posters 17 3.3 Banners 18 3.4 Menu card 20 3.5 Welcome counters 21 3.6 Flags 22 3.7 Vehicle lettering 23 3.8 Team clothing 24 3.9 Pit design 26
2 1.0 Basic design principles Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
1.1 LOOK & FEEL
With its motorsport background, Audi Sport positions itself as a “statement brand” that is in contrast to monotony: clear, bold and visible.
The motorsport imagery shows emotional and authentic moments from motor racing. Unconventional, striking and memorable snapshots show adrenaline-packed experiences. Exciting perspectives, closeness to the motif and spatial depth create an intensive sense of immediacy. Example wall feature
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Example poster Example autograph card
FINISH LINE. AUDI IN THE DTM
The DTM Champion has driven an Audi ten times now. Last year, René Rast clinched the title with the Audi RS 5 DTM in his first ever DTM season. By also winning the Manufacturers’ and Teams’ titles, Audi achieved the DTM triple.
Example information brochure Example inside pages of information brochure
3 1.0 Basic design principles Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
1.2 OVERVIEW OF DESIGN ELEMENTS Audi Sport logo Audi Sport spearheads sportiness at Audi. As the sole sub-brand, it retains a reference to the Audi brand but with its distinctive profile and expression, including for its motorsport presence.
The definition of the Audi Sport design elements and their application in Audi Sport motorsport are described on the following pages. Typography The elements include: › Audi Sport logo › Typography › Colour code LIMIT? WHAT LIMIT? › Imagery
Colour code
Imagery
4 2.0 Brand design elements Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
2.1 THE AUDI SPORT LOGO
Basic version
The Audi Sport logo is fundamentally used on all backgrounds in the new Audi Sport Red. The logo is set in Audi Type Extended Bold.
For Audi Sport motorsport, there is a special form of the logo for TV-specific representations; this is shown on page 7.
The outline version of the logo is used only as a special form On dark backgrounds, the Audi Sport logo is always used in red. with a background in red.
5 2.0 Brand design elements Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
2.1 THE AUDI SPORT LOGO
Team identifier
The Audi Sport logo can be combined with the team identifier for various applications. The Audi Sport logo is set in Audi Type Extended Bold, and the team identifier lettering uses the typeface Audi Type Extended Normal. The type size is the same as that of the “Audi Sport” lettering, with a line spacing of 105%.
Sample application
6 2.0 Brand design elements Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
2.1 THE AUDI SPORT LOGO
Special logo adaptation forms
For Audi Sport motorsport, it is necessary to use a special logo version to achieve better visibility in the way the logo is presented.
In such cases, the Audi Sport logo may as an exception be presented with white typeface and a red rhomb (Audi Sport Red) with a white outline on the striking red background (Audi Sport Dark Red). Examples include perimeter bands that will feature on TV, team clothing, pit design or vehicle stickers for vehicles used in racing.
Pit design Team clothing
Vehicle stickers
7 2.0 Brand design elements Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
2.1 THE AUDI SPORT LOGO
In combination with headlines
The logo is always next to the message (headline). Logo and text elements are left-justified. NEVER
The spacing between headline and logo is the height of one logo (height of rhomb). EXPLAIN.
NEVER APOLOGIZE.
NEVER NEVER EXPLAIN. EXPLAIN. NEVER NEVER APOLOGIZE. APOLOGIZE.
Logo and headline block must be left-justified. The spacing between headline block and logo is too great.
8 2.0 Brand design elements Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
2.1 THE AUDI SPORT LOGO
Proportions Example: 100% logo height 100% LIMIT? The proportions of headline and logo can be applied flexibly. of cap height WHAT LIMIT? The logo height (height of rhomb) must be at least 30% 100% of the cap height of the headline. The maximum logo height is 100% of the cap height.
The size of the logo can be selected according to the size of Example: the formatted headline. The larger the typeface, the smaller 100% logo height 30% the logo and vice-versa. LIMIT? of cap height WHAT LIMIT? 30%
LIMIT? LIMIT? WHAT LIMIT? WHAT LIMIT?
Logo height is more than 100% of cap height. Logo height is less than 30% of cap height.
9 2.0 Brand design elements Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
2.1 THE AUDI SPORT LOGO
Optical correction Minimum: ¼ rhomb height To align the logo optically with the left text edge, it is moved out slightly to the left. HIGH VOLTAGE.
With one-line headlines, the rhomb is moved out beyond the text edge by at least one-quarter of its height.
With four-line headlines, the rhomb is moved out beyond NEVER the text edge by up to half its height. Maximum: EXPLAIN. ½ rhomb height NEVER APOLOGIZE.
RACER. RACER.
Optical correction too large. No optical correction.
10 2.0 Brand design elements Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
2.2 TYPOGRAPHY Type colour and type designs LIMIT? WHAT LIMIT? Our corporate typeface is Audi Type. It is set in red Audi Type Extended Bold is used for headlines and is always set in caps. as standard.
In particularly brand-defining applications the type is set in red. Descriptive texts, technical data Limit? What limit?
and long text passages appear in black or white. Audi Type Extended Normal is used for subheadlines and written in mixed upper/lower case letters.
Headlines: Audi Extended Bold (upper case) Subheadline: Audi Extended Normal Fließtext: Audi Type Normal (print) Limit? What limit? or Screen Normal (digital) Audi Type Bold is used to highlight particular words or sentences in copytext. Buttons and text buttons: Screen Normal Audi Type Screen Bold is used for accentuation in texts and tables.
Headlines are set in caps, and all other texts in mixed upper/lower case letters. Limit? What limit?
Accentuations in texts and tables are set in Audi Type Normal is used for texts. Audi Type Screen Normal is used for copytext, buttons and text buttons in digital applications. Audi Type Bold or Audi Type Screen Bold.
The optical character spacing is a maximum of -45 for headlines, and -15 for subheadlines and copy. Limit? What limit? Audi Type Screen Light is used for digital applications. Digital elements As well as the typeface, the design of the graphic elements (buttons, icons, form fields etc.) for the digital sphere is defined in the Audi CI portal. These guidelines are adopted unchanged for the Audi Sport identity.
11 2.0 Brand design elements Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
2.2 TYPOGRAPHY
Spacing and alignment Race series Race series NEVER EXPLAIN. For the headline, a line spacing of 100% minimum up to NEVER 120% maximum is recommended. NEVER APOLOGIZE. 100%
5% The minimum spacing between headline and subheadline EXPLAIN. is the height of one logo (outer edge of rhomb). NEVER All text types are always wrapped as ragged paragraphs. The alignment is left-justified. APOLOGIZE.
The spacing between logo/headline block and copy block may vary.
The copy block may be positioned flexibly in the layout and need not necessarily be set below the logo/headline block.
The minimum distance from the edge is determined by Race series Race series Race series the shorter side of the given format and amounts to 5%. NEVER NEVER NEVER EXPLAIN. EXPLAIN. Race series EXPLAIN. NEVER NEVER NEVER NEVER APOLOGIZE. APOLOGIZE. EXPLAIN. APOLOGIZE. NEVER The entire text block (including logo) may be positioned APOLOGIZE. at varying distances from the left-hand edge (horizontal flexibility).
Race series Race series NEVER NEVER EXPLAIN. EXPLAIN.
Race series NEVER NEVER Race series NEVER APOLOGIZE. APOLOGIZE. EXPLAIN. NEVER EXPLAIN. NEVER APOLOGIZE. NEVER APOLOGIZE.
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12 2.0 Brand design elements Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
2.3 COLOUR CODE Logo/Schriftzug
Audi Sport Red The Audi Sport brand colours are: (Logo/lettering)
Audi Sport Red, Audi Sport Dark Red, White, coated: Audi Black and Audi Aluminium Silver. 0/100/100/0 Pantone 2347 C Traffic Red RAL 3020 The brand colours are always used as solid tones uncoated: (no screen values). 0/100/100/0
#e30613 Audi Sport Dark Red is used exclusively as a 227/6/19 background colour. Typography and illustrations
then always appear in Audi Sport Red. Background colours
Audi Sport Dark Red White Audi Black Audi Aluminium Silver Grey tones can be used to support the colour range. Unlike Audi Black, these do not contain any cyan. coated: 0/0/0/0 60/50/50/100 30/20/20/10 15/100/90/20 RAL 9010 Pantone Black Pantone 877 Pantone 7622 C RAL 9005 RAL 9006 Ruby Red RAL 3003 uncoated: 0/100/80/25
#961423 #ffffff #000000 #b3b3b3 150/20/35 255/255/255 0/0/0 179/179/179
Grey shades
0/0/0/90 0/0/0/80 0/0/0/70 0/0/0/60 0/0/0/50 0/0/0/40 #1a1a1a #333333 #4c4c4c #666666 #808080 #999999 26/26/26 51/51/51 76/76/76 102/102/102 128/128/128 153/153/153
0/0/0/30 0/0/0/20 0/0/0/15 0/0/0/10 0/0/0/5 #b3b3b3 #cccccc #d9d9d9 #e5e5e5 #f2f2f2 179/179/179 204/204/204 217/217/217 229/229/229 242/242/242
13 2.0 Brand design elements Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
2.4 IMAGERY Choice of motifs
Through its choice of motifs, the imagery conveys emotional and authentic moments from motor racing. Unconventional, conspicuous and memorable snapshots show adrenaline-packed experiences.
The Audi Sport picture style of “feel the powerful moment” is also used in the world of motorsport.
Exciting perspectives, closeness to the motif and spatial depth create an intensive sense of immediacy. The onlooker finds himself in the midst of events, “in the moment”.
14 2.0 Brand design elements Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
2.4 IMAGERY Image processing
The way the images are processed should fundamentally not come across as artificial and unnatural.
Colourfulness We find ourselves in a desaturated colour world. Red is the brand colour; when it is part of the motif it can be used as a natural highlight. › Reduce saturation somewhat › Highlight red tones slightly Original image
Contrast The motifs are high in contrast and either emerge from the light as a dark focus or from the dark as a light focus. › Create contrast (gradation curves)
Bleed and composition Vehicles and people can be bled off to create an exciting perspective. › Create exciting bleed/composition
Create calmed areas
To create a calm area in the background, the pictures are Processed image fundamentally shot with high blurring in the background.
If the motif is very restless and this interferes with the legibility and effect of the design elements, the background can be additionally lightened or darkened. › Fade out into light/dark (e.g. gradation curve)
Too much contrast. Faded out too much into white.
15 3.0 Sample applications Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
3.1 AUTOGRAPH CARDS
Front › Full-surface picture motifs › Headline block, left-justified (race series, headline, Audi Sport logo) › All design elements are integrated directly into the picture motif
Back › Full-surface picture motifs › Headlines such as driver’s name are set in Audi Type Extended Bold in red and all-caps › Subheadlines are set in Audi Type Extended Normal in white or black in mixed upper/lower case letters › Copytext is set in Audi Type Normal again in white or black › Sponsors’ logos are set exclusively monochrome (black/white) and must not appear in Audi Sport Red › All design elements are integrated directly into the picture motif
Autograph cards front Autograph cards back
Bitte um Zulieferung von Bildern (GT3 oder RS 3 LMS)
16 3.0 Sample applications Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
3.2 POSTERS
› Full-surface picture motifs › Headline block, left-justified (race series, headline, Audi Sport logo) › Copytexts (e.g. racing calendar) appear in Audi Sport Red and in Audi Type Normal › Sponsors’ logos are set exclusively monochrome (black/white) and must not appear in Audi Sport Red › All design elements are integrated directly into the picture motif
17 3.0 Sample applications Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
3.3 BANNERS
Full-surface typography design › Red background (Audi Sport Dark Red) › Headline block, left-justified (headline, Audi Sport logo)
Banners full-surface typography design Picture motif design › Full-surface picture motifs › Headline block, left-justified (race series, headline, Audi Sport logo) › All design elements are integrated directly into the picture motif
Banners Formula E
Banners DTM
Banners Customer Racing
18 3.0 Sample applications Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
3.3 BANNERS
Large-graphics banners › Full-surface picture motifs › Headline block, left-justified (race series, headline, Audi Sport logo) › All design elements are integrated directly into the picture motif
Large-graphics banners Formula E
Large-graphics banners DTM
Large-graphics banners Customer Racing
19 3.0 Sample applications Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
3.4 MENU CARD
Full-surface typography design › Red background (Audi Sport Dark Red) › Headline block, left-justified (race series, headline, Audi Sport logo)
Picture motif design › Full-surface picture motifs › Headline block, left-justified (race series, headline, Audi Sport logo) › All design elements are integrated directly into the picture motif
20 3.0 Sample applications Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
3.5 WELCOME COUNTERS
The welcome counters appear in white or Audi Sport Dark Red. Typography and Audi Sport logo are always set in Audi Sport red.
The rear walls of the counter are created with headline WELCOME block, left-justified (race series, headline, Audi Sport logo as appropriate) with a full-surface picture motif.
Welcome counter with rear wall
WELCOME
Welcome counter with rear wall
WELCOME
Welcome counter red
21 3.0 Sample applications Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
3.6 FLAGS
Full-surface typography design › Audi Sport logo on white background (height of one rhomb from edge all way round)
22 3.0 Sample applications Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
3.7 VEHICLE LETTERING
Basic rules for the vehicle lettering of Audi Sport trucks: › The Audi Sport logo appears on the surface available the height of one rhomb from each of the edges › In individual instances, the positioning of the logo should be adapted for the type of vehicle (to take account of seams, door gaps, body bulges) › On trucks, the sponsors are positioned in the hatched surface › Basic colour of semitrailer and prime mover: Aluminium Silver
Truck Audi Sport vehicle lettering
Truck Audi Sport vehicle and team identifier lettering
Surface for sponsors
23 3.0 Sample applications Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
3.8 TEAM CLOTHING
Basic rules for the design of team clothing: › In keeping with the primary colours, the following basic colours are defined for the team clothing: White and Pantone 7622C (Audi Sport Dark Red) › The Audi Sport logo appears on the left of the chest › The Audi Sport emblem is placed on the chest in a width of approx. 100 mm, and on the back in a width of approx. 280 mm › On white shirt: logo in red (Pantone 2347C) › On red shirt: logo in white, special version (see page 7)
Franziska Scheuerle: Vorschlag von KMS benötigt
Polo shirt
Jackets
24 3.0 Sample applications Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
3.8 TEAM CLOTHING - DRIVER OVERALLS
› Driver overalls branded with Audi Sport or Audi Sport team logo › On white overalls: logo in red (Pantone 2347C) › On black overalls: logo in red (Pantone 2347C), team identifier in red (Pantone 2347C)
› On red overalls: logo in red (Pantone 2347C), Example: team identifier in red (Pantone 2347C) Logo on white background
Example: Logo on dark background
Example: Logo on red background
25 3.0 Sample applications Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
3.9 PIT DESIGN
› Front sides red (Pantone 7622C | Audi Sport Dark Red) with Audi Sport logo special version (see page 7) and sponsors in white and red › Left and right inside: Exit red sloping (angle of Audi Sport rhomb 28 degrees). Positioned on red surface: Audi Sport logo special version › Reverse side white with Audi Sport logo (Audi Sport in Pantone 2347C) › Optional: Reverse side Audi Sport Dark Red with Audi Sport logo (Audi Sport in Pantone 2347C)
Example pit design Audi Sport logo
Example pit design Audi Sport Logo with Audi Sport rhomb and white middle element
Example pit design Audi Sport Logo with Audi Sport rhomb and red middle element
Surface for sponsors
26 Audi Sport motorsport | CI/CD guideline | Audi Sport GmbH | Status 12/2018
GENERAL INFORMATION
Responsible for content: AUDI AG Markenstrategie, Strategie Marketing/Vertrieb, Corporate Identity | Corporate Design I/VZ 85045 Ingolstadt
Audi Sport GmbH Markenstrategie Marketing & Communications I/YV-1 85045 Ingolstadt
Note: The reproduction of colours can vary depending on the output device used. The colours of the illustrations are not binding, and in some cases illustrations are shown reduced or enlarged.
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