Audi has tweaked its four-ringed logo as part of its centenary celebrations.
The logo, which was originally used by Auto Union in the 1930s, has only received minor changes, receiving a more pronounced chrome and three-dimensional look than before.
In addition, the Audi name below the logo has changed style and moved position from the centre to the left corner of the logo.
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Re: Audi tweaks its logo
If by careful management of their brand you mean they now appeal to assholes then yes, you are correct.
That's already happening. I (and I think many others) now see a "premium" German badge (particularly Audi) as a negative. Doesn't mean that I wouldn't consider a BMW/Merc and to a lesser extent an Audi but I'd judge it on its true merits and not just the badge. That's why I don't have one.
Re: Audi tweaks its logo
...and a massive image problem! "Cheap! We're cheap!! We'll give you your VAT back, we'll give more than Scrappage. Discounts R us! PLEASE buy our cheap cars."
The launch of the DS models means that this rebrand was essential to give the new models credibility, hence it was a dramatic make-over. Question is whether Citroen is really changing under the skin, or whether the 'cheap as chips' culture soon re-emerges.
Audi have successfully built a premium brand and can be far more conservative, but clearly felt that some subtle tweaks were overdue (and that a blue propeller with a big red 'X' through it was a little too blatant?).
We may deride marketing 'spin', but careful management of their brand (as well as their cars) has made them successful. It will be interesting to see whether customers are still bothered with flaunting their German key-fobs in the next decade, or whether they seek alternative values.
Re: Audi tweaks its logo
Abreviate cockerel and you've probably got it right!