History and meaning of the Audi logo

The Audi symbol consists of four rings representing the four manufacturers of the Union Automobile. This emblem marks the association of the Audi brand with three other car manufacturers: Horch, DKW and Wanderer. The initial ring on the left represented Audi, the next DKW, the third Horch and the last Wanderer.

Due to the existing resemblance to the Olympic logo, Audi was cited in the world trademark court by the World Olympic Committee, which lost the claim.

The four rings of the Audi symbol are a reminder of Germany’s four oldest car manufacturers, which came together to found the company in 1932. Before that date, these car manufacturers were independent. Their names were Audi, Horch, DKW and Wanderer. These companies are the cornerstone on which modern AUDI AG is built.

The logo was changed in 2009, to celebrate the brand’s 100th anniversary.

Description of the logo

The Audi logo was recently modified, in 2009, on the occasion of the 100th anniversary of the brand. Minimal changes have been made to the print, size, color and general appearance. The logo was created to represent “Vorsprung durch Technik”.

This motto stands for “Progress through Technology”. The typeface has been more standardized and has become simpler, yet modern. The new look of the logo sends a message to Audi customers and employees: we are creating more innovative and efficient designs. It is considered that the new logo of the manufacturer, created in 2009, is aimed at the entire company and strengthens its links with Audi customers. The Audi logo, with its four rings, represents Germany’s oldest automobile manufacturer. It symbolizes the association, in 1932, of four previously independent manufacturers: Audi, Horch, DKW and Wanderer. These companies are the basis of what the AUDI brand is today.

Audi Logo48

Audi symbol shape

The company logo shows four overlapping three-dimensional rings that today look cleaner with their polished chrome look. The emblem reflects the 1932 merger of Audi with Horch, DKW and Wanderer and stands for strength and security. The logo is a symbol of protection and power, due to the association of these four companies. The current rendering of the Audi emblem, presented in 2009, indicates the tireless efforts of the manufacturer to strengthen ties with its customers and increase the efficiency, loyalty and superiority of the brand.

Audi logo color

The dark color used for the Audi symbol gives it a more defined and brighter look. The aluminum color of the rings represents the innovative power and lightness of the Audi design, a fundamental skill of the brand which gives it a privileged position in the automotive market. This smooth and shiny side gives it a sophisticated touch. The whole gives the concept a more elegant, efficient and innovative look. In summary, the color spectrum used by Audi corresponds to modern technological concepts.