OWN EVERY SECOND. 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 Text fehlt noch 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 Limit? What limit? the type is set in red. Descriptive texts, technical data 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? Audi Type Normal is used for texts. Accentuations in texts and tables are set in 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 Limit? What limit? for headlines, and -15 for subheadlines and copy. 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 NEVER the shorter side of the given format and amounts to 5%. 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. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. 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.