Audi is a premier luxury car maker from Germany that is part of the Volkswagen AG Group. Founded in 1909, the car brand has since become a beacon of luxury and excellence. The Audi logo, comprising four interlocked rings, is recognised globally. It symbolises the brand’s identity and has a rich history of evolution. The iconic four rings represent the merger of four automobile manufacturers—Horch, Audi, DKW, and Wanderer—into what was known as Auto Union. This article delves into the timeline of the Audi logo’s evolution and highlights key changes that took place over the years.
The Genesis of the Audi Logo
Pre-Launch Logo (1909)
Before Audi was officially launched, its logo looked like a cursive and stylish wordmark tilted within an oval outline in a dark grey colour scheme. The tail of the letter “i” was elongated to envelop the wordmark from the left. Also, the tail of the letter “A” curved to the right and appeared to underline the wordmark. This design was intended to convey professionalism and sophistication.
(1909-1910)
Shortly before the official launch of the company, the logo evolved to feature the number “1” sign above a semicircle and an upside-down triangle below. The word “Audi” was written in italics inside the triangle in white. This design emphasised Audi’s ambition to be at the forefront of the automotive market.
(1910–1932)
In 1910, the first official logo for Audi was introduced, which retained the previous elements but had a distinct font for the company name. This logo was associated with Audi until 1932, when the company underwent a significant transformation due to the formation of the Auto Union. This necessitated the creation of a new emblem to represent the newly merged entity.
(1932–1949)
The merger in 1932 led to the introduction of four interlocking rings to symbolise the unity of the four founding companies. The rings in blue contained the individual logos of each brand, also in blue. The individual brands displayed in the logo were Audi, DKW, Horch, and Wanderer Automobile. The logo showed the unity of four companies and the strength of the union.
(1949-1969)
The complexity of the previous logo was simplified in 1949 when the rings in black were presented without the individual logos inside. The new design featured a horizontal rectangle in black with the words “Auto Union” executed in a simple sans-serif font in white to mark a shift towards a more cohesive brand identity.
(1969)
In 1969, NSU Motorenwerke AG became a part of the Auto Union, which led to the change in the logo once again. And instead of the four interlocked rings, a large black rectangle was introduced with the wordmark “Audi NSU” rendered in a white sans-serif typeface.
(1969-1995)
Another logo was created in the same year, which featured the wordmark “Audi” in a title case. Written in a white sans-serif font and enclosed within a solid black oval, the letters of the wordmark had pointed glyphs. Further, the upper end of the letter “d” was bent towards the left.
(1969-1995)
In 1969, Auto Union became Audi, which resulted in a change in the design of the badge logo. The badge logo thus featured four thick blue interlocked rings without any wordmark. The four rings symbolised strength and confidence.
(1978-1995)
The 1978 logo iteration saw the oval turned red with a white sans-serif wordmark inside. There was a double white and red outline as well to ensure better contrast and to make the logo appear bright.
(1995-2009)
The logo underwent a significant change in 1995 when the rings were rendered in silver, and the accompanying wordmark was changed to extra-bold red and placed below the rings. This update marked a new era for Audi and reflected advancements in technology and design while maintaining the logo’s core identity.
(2009-2016)
In 2009, in celebration of Audi’s centenary, the logo was further refined by giving a three-dimensional effect to the rings. At the same time, the wordmark was presented in bright red but of a smaller size, on the bottom left of the rings. This design aimed to balance elegance with a modern aesthetic.
(2016-Present)
The most recent evolution occurred in 2016, when Audi simplified its logo by removing three-dimensional effects on the rings and the wordmark. The four rings were rendered in a flat black design to emphasise a clean and modern aesthetic. This change reflects a broader trend in branding towards minimalism. It allows the logo to be visible and recognisable across various applications while retaining its iconic status.
Audi’s Formula One Team Logo (2025 – Present)
Audi has got on the F1 bandwagon by unveiling its Formula One team and logo. The team is called the Audi Revolut F1 and is formed in collaboration with Revolut, a global fintech player. The Audi Revolut F1 team’s logo represents a fusion of Audi’s visual identity and Revolut’s digital finance branding. This future-focused, minimalist, and technological logo aligns well with the next era of F1 or Formula One.
The logo features the Audi identity consisting of the iconic four interlocking rings, the Revolut wordmark in a clean, sans-serif typeface, and the wordmarks “F1” and “TEAM” in three separate levels. The logo is displayed in a high-contrast colour palette comprising black, white, and red.
Here, black as the background represents power, authority, and technical depth, while white as a background represents clarity, modernity, and precision. The four-ring icon and wordmarks are displayed in red, which symbolise the attributes of speed, performance, and motorsport heritage.
The Elements of the Audi Logo
Symbol
The original symbolism of the Audi rings, now one of the most recognisable logos in the world, originated from Audi AG’s decision to unite four major automobile manufacturers. And to avoid offending the owners of the other three companies, this was not called a merger but a joint venture. Consequently, the joint venture was named Auto Union, which was a neutral and universal title that represented the collaboration to benefit consumers. It was a concept that would later shape the work of all the divisions of the company, including its subsidiaries.
The distinct rings in the Audi logo paid tribute to the company’s history, which included innovations in bicycles, two-cylinder and four-cylinder cars, and even two-stroke engines. This range of technological advancements, from the predecessors of today’s luxury cars to early motorcycles, emphasised the commitment of Audi to its business, first under the Horch name and later as Audi.
Font
Over time, the logo of this major automotive company has undergone constant evolution. The font used for the Audi name has always featured unique interpretations of the letters “A” and “D.” However, following a 2016 redesign, Audi adopted a simpler and more refined typeface for its logo. It moved away from the more elaborate styles of the past. The new font, written in a title case, uses a bold, modern, and minimalist sans-serif typeface. It closely resembles fonts like Allumi Std Extended Bold and Corbet Wide Extra Bold Wide.
Colour
The colour scheme has also changed over the years. Initially, it featured black, white, and blue, with red being introduced later. In 1995, designers introduced silver metal rings, a concept that helped convey the reliability and professionalism of the brand.
Finally
The evolution of the Audi logo proves the adaptability and enduring legacy of the brand. From its origins as a cursive wordmark to the sleek, modern emblem of today, the logo encapsulates Audi’s journey through the automotive industry. The four rings symbolise the brand’s heritage and its commitment to innovation and excellence. The logo is arguably one of the most recognisable symbols in the automotive world.