Audi refreshes its iconic badge by removing chrome and going two-dimensional

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Audi has given its famous four-ring badge an update which can be now seen on the upcoming Q8 E-tron SUV. 

Gone is the chrome badging that has been a staple piece on Audi models since the 1990s and instead black and white outlines have filled its place. 

Even though the four-rings have been two-dimensional since 2016 in brochures and branding, on the cars themselves this will be the first time that a two-dimensional Audi badge will be placed on its vehicles. 

Is there more to the new badge than just subtle changes?

Audi stated that in 2020, the company began reworking its brand strategy and corporate identity, which it said led to a new vehicle identification strategy. 

What this means is that the German auto brand has standardised the fonts used inside and out of its models, including the identification of the model on the B-pillar of each Audi model. 

Audi designers have said that “identification and vehicle design now act as a unit that aligns with Audi’s new brand positioning”. 

You can expect to see the badge and model designations transition on all new models going forward. 

Simplistic designs are now commonplace 

Audi is not the first to give its logo a makeover, with other car makers refreshing their emblems, including Kia in 2021, sister brand VW in 2020 and Peugeot in 2021.

Global carmakers have pushed toward a more simplistic design with their logos, following the current trends of motoring minimalism.

What does the Audi emblem mean?

Unlike other brands that have logos with more symbolic meanings, Audi’s logo is much more structured and straight-forward. 

The Audi badge’s four rings symbolise the merging of four automotive companies – Audi, DKW, Horch and Wanderer – to form Auto Union AG, and then eventually, Audi AG.  

The formation of the four companies happened as a result of the global recession in 1929 when all came into significant financial hardship. The solution was to merge the companies into one.