One brand. One look.
In 1994, Audi laid the strategic foundation for repositioning its brand in the premium segment. It needed a partner that grasped brand management as a strategic process — and it found that partner in MetaDesign. The newly defined brand mission was translated into a new brand experience, ensuring a unified visual identity from point of sale to the corporate website. This work set the stage for a change of image. Over the next few years, Audi’s clear visual strategy and matching products enabled the company to establish itself in the market for luxury cars.
Entering the premium segment
Audi repositioned itself in the mid-1990s when it recognized that a clear separation from Volkswagen would benefit its brand. We visually communicated Audi’s new positioning through the new corporate design program and the content and tonality of communication media. Audi and MetaDesign successfully expressed the brand values that were valid at this time. Audi were able to establish itself in the premium market.
Audi and MetaDesign are 'taking the lead'
After successfully gaining a top position in the premium segment, Audi wants to take the lead worldwide. The carmaker began by redefining brand values in 2003 and has articulated a single brand mission with three central values: sportiness, progressiveness and sophistication. We adapted all aspects of brand identity to reflect its more focused brand identity – from internal communications and advertisements to implementation strategies at dealerships.
Following the logic of the brand
Audi has continued to analyze the positioning and potential of its brand. Like the products themselves, the Audi brand has not rested on its laurels but set itself new goals. Since 1994 we have provided support for this strategic process, working on over 1,000 individual projects. The MetaDesign project team has its finger on the pulse of the Audi brand.
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