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(Brand guidelines) // Automotive

Audi brand
guidelines

Audi’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from audi.com.

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About Audi

Audi is a premium automotive brand shaped by technology, progressive design, and a distinctive driving experience. Its design philosophy brings clarity, technicality, intelligence, and emotion together in the spirit of “Vorsprung durch Technik.”

Audi’s four interlocking rings are its trademark and primary standalone symbol. Use the Audi rings as the brand mark; keep them clearly recognizable and separate from unrelated graphic elements.

Audi colors

  • Signal red

    Brand accent

    HEX
    RGB

  • White

    Light neutral

    HEX
    RGB

  • Grey

    Mid neutral

    HEX
    RGB

  • Black

    Dark neutral

    HEX
    RGB

Audi fonts

  • Audi Type Variable

    Heading · 400, Body · 400

Font names only. The Brand Skill download doesn’t include font files.

Audi’s voice

Write with confident clarity. Make technology understandable and connect innovation to tangible benefits, human experience, and the future of mobility. Favor direct statements and precise, measured claims over hype. Audi’s own language balances technical progress with emotion and purpose.

  • “Design goes far beyond the product at Audi. It shapes Brand, Product and Experiences, creates cultural relevance and gives the brand a clear and unmistakable identity”
  • “The automobile of the future is more connected and more intelligent than ever before”
  • “Progress is more than just a matter of technology. It begins in the mind”
  • “The development of electrified vehicles is one aspect of our activities”

Dos and don’ts

Do

  • Keep Audi’s design clear, precise, and purposeful; bring technicality, intelligence, and emotion together.
  • Use Audi Type Variable for headings and body copy.
  • Write in direct, measured language that links technology to real customer or human benefits.
  • Show products and technology with considered, informative imagery that supports the story.
  • Use Audi’s red as an accent and keep website interface colors in their evidenced roles.

Don’t

  • Add visual decoration that competes with the subject or weakens the clear, simple design approach.
  • Treat a temporary product, event, or campaign treatment as the default for every Audi communication.
  • Rely on vague claims or inflated language when a clear, specific explanation is stronger.
  • Confuse the brand’s visual identity with product photography or interface styling.

Audi imagery

53 images from audi.com, in one file of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Imagery

53 images

Use imagery that makes Audi’s design and technology tangible. Product photography includes composed studio views, precise details, and dynamic driving scenes; broader brand stories also show people in work, travel, and everyday settings. Favor clear subjects, considered surroundings, and a premium, purposeful feel. These are demonstrated image types, not requirements for every composition.

  • A dark, moody digital composition features a laptop displaying an audi.com news page about the "Nuvolari supercar: Audi accelerates technological renewal."…
  • A line of luxury SUVs and sedans trails into the distance inside a dark, cavernous tunnel or exhibition hall, their glowing red LED light bars creating a…
  • A close-up photograph of a black Audi SUV's front grille, where the iconic four-ring emblem and vertical slats are illuminated with a bright white glow.
  • A side profile of a light sage green Audi Q4 e-tron parked on a cobblestone Paris street, perfectly centered between the pillared wings of the Trocadéro.
  • Two Audi SUVs, one metallic grey and one sage green Sportback, are parked side-by-side on a dark, rocky volcanic terrain.
  • A close-up interior photograph of an Audi car door panel showcasing a mix of luxury textures.
  • A front-facing silver Audi station wagon stands beside a side-profile white and purple Formula 1 race car in a minimalist, brightly lit studio.
  • A studio product shot of a dark navy blue Audi Q4 e-tron SUV from a clean side profile perspective.
  • A studio product shot features a sage green Audi Q4 Sportback e-tron from a clean side-profile view.
  • A metallic blue Audi Q4 e-tron SUV speeds along a winding coastal highway at dusk, its headlights glowing against the pale gradient of the evening sky.
  • A three-quarter studio shot of a sage green Audi A2 e-tron, a sleek electric hatchback with a modern, rounded silhouette.
  • A sleek Audi A6 e-tron in a deep teal metallic finish is shown in a three-quarter studio product shot.
  • A studio product shot of a navy blue Audi Q4 e-tron SUV angled to reveal the front grille and the driver's side profile.
  • A three-quarter studio product shot of a dark charcoal metallic Audi Q6 e-tron SUV with illuminated LED headlights and silver five-spoke turbine wheels.
  • A high-performance olive green Audi RS e-tron GT is shown from a three-quarter front studio perspective.
  • A deep forest green Audi A3 Sportback is captured from a front three-quarter studio angle, emphasizing its sleek hatchback silhouette and metallic finish.
  • A charcoal gray Audi A5 sedan is shown from a three-quarter front perspective with its LED headlights illuminated.
  • A deep metallic red Audi A6 Avant is shown from a three-quarter front angle, showcasing its sleek station wagon profile.
  • A deep metallic burgundy Audi A8 sedan is captured from a front three-quarter studio angle.
  • A vibrant red Audi Q5 SUV is shown from a three-quarter front angle, showcasing its sleek body and blacked-out multi-spoke wheels.
  • A high-angle studio shot of an Audi Q7 in a deep metallic sage green, angled toward the viewer to show its broad front honeycomb grille and side profile.
  • A high-angle studio product shot of a metallic sand-colored Audi Q8 SUV, angled slightly to the right to showcase its sleek side profile and front fascia.
  • A three-quarter front studio shot of a sleek black Audi Q9 luxury SUV featuring a massive vertical-slat grille and glowing LED daytime running lights.
  • A sleek, metallic silver Audi concept supercar is shown from a front three-quarter studio angle.
  • A side profile product shot of a sleek white Audi A6 e-tron luxury sedan.
  • A crisp side profile shot shows a white Audi A6 Avant e-tron with sleek, aerodynamic lines and a black panoramic glass roof.
  • A side profile studio photograph of a metallic dark blue Audi A6 e-tron luxury sedan.
  • A side-profile studio shot of a metallic slate-blue Audi A6 e-tron Avant station wagon.
  • A white Audi A6 Sportback e-tron with a red illuminated rear light bar and 'IN A 6902 E' license plate dominates the left foreground of this studio photo.
  • A sleek, metallic beige Audi A6 e-tron is parked on a minimalist white concrete patio against a sunset sky.
  • An overhead technical 3D illustration reveals the internal chassis and electric drivetrain of an Audi RS e-tron GT against a white background.
  • A sleek silver Audi A6 e-tron drives along a coastal highway at sunrise, the morning light glowing intensely over distant mountain silhouettes.
  • A sleek dark blue Audi A6 e-tron Avant sits parked at a seaside charging station at dawn, its rear light bar glowing red.
  • A side-profile studio photograph of a charcoal gray Audi Q6 e-tron SUV.
  • A charcoal gray Audi e-tron Sportback is shown in a crisp profile studio shot.
  • A crisp side-profile studio shot of a white Audi e-tron SUV.
  • A side-profile product shot of a white Audi Q6 e-tron Sportback.
  • A vibrant blue Audi SQ8 e-tron Sportback is parked at a three-quarter rear angle on an asphalt path under a bright, sunny sky.
  • A wide-angle, brightly lit action photo of multiple bright orange KUKA industrial robotic arms assembling a large black component on a factory floor.
  • A profile view of a white Audi e-tron GT electric sports sedan, showcasing its low, aerodynamic silhouette and blacked-out accents.
  • A vibrant red Audi RS e-tron GT is captured in a clean profile product shot, showcasing its aerodynamic four-door coupe silhouette.
  • A high-end electric performance sedan in a dark charcoal metallic finish is captured in a direct side-profile studio shot.
  • A studio product shot of a metallic sage green Audi e-tron GT seen from a direct side profile.
  • Two men stand talking outside a modern glass building, positioned between a red and white Ducati Panigale V4 R sportbike on a paddock stand and a tan Audi…
  • The sleek rear of a silver Audi concept car is centered against a stylized, white sand-dune background.
  • A dense ring of sparkling, silver particles forms a glowing halo against a stark black background, resembling a star cluster or galactic nebula.
  • A smiling young woman with long, wavy brown hair sits at an outdoor cafe table, focused on her smartphone.
  • An extreme close-up photo shows a person's hand writing with a black felt-tip marker on a bright pink card.
  • A first-person view of two passengers using their smartphones as controllers for an 'UNO Car Party!' game displayed on an Audi car's wide dashboard screen.
  • An action photograph captures a matte grey Audi Formula 1 race car with bright red accents and yellow-sidewall Pirelli tires as it corners on a paved track.
  • A vertical three-panel triptych photo features portraits of professionals in an automotive setting.
  • A middle-aged man with grey hair and a navy blazer laughs heartily at the head of a long white conference table, surrounded by colleagues.
  • A woman with long dark hair and a bright, warm smile is the focal point of this professional candid photo, captured in a medium shot.

More from the Brand Skill

Design principles

Audi’s current design philosophy centers on clarity, technicality, intelligence, and emotion. Bring these qualities together with radical simplicity: make the idea and the form feel intentional, precise, and unmistakably Audi. Design should connect product, brand, and experience rather than decorate them separately.

Translate “Vorsprung durch Technik” into a coherent experience across exterior and interior design, lighting, user interaction, and driving dynamics. Audi’s stated technology focus includes design, user interface and user experience, quattro, and efficiency.

Download Audi’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Audi’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 54 images and the logos. The font files belong to AUDI AG, so they’re left out.

Download the Brand SkillZIP, 6.0 MB

audi-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ design-principles.md

│ ├ colors.md

│ ├ dos-and-donts.md

│ ├ logo.md

│ ├ voice.md

│ ├ imagery.md

│ └ typography.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from audi.com on 3 Nov 2026. It isn’t Audi’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Audi and its logos are trademarks of AUDI AG. Rainbrand isn’t affiliated with or endorsed by AUDI AG.

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