Branding on textiles

2

Contents

Introduction TheAuditextiles 3

Use

1.0 Clothing for employees of AUDI AG and Audi partners 41.1 TheAudirings 41.2 Ringswithwordmark 41.3 Namesupplement 41.4 Logosize 51.4.1Wordmarktypesizes 51.4.2Positioningofthewordmarks 51.5 Thebasiccolours 51.6 Producingtheringsandtheringswithwordmarks 1.7 Audipartners 61.8 Examples:AUDIAGemployeesandAudipartners 7

2.0 Sponsorship clothing 82.1 Ringswiththe„Audi“lettering 82.1.1Specialcase:Ringswithvertical„Audi“lettering 82.2 Ringswithwordmark 92.3 Producingtheringswiththe„Audi“letteringor

awordmark 92.4 Sponsorshipexamples 10

3.0 Audi collection 113.1 TheAudirings 113.2 Logosize 113.3 Producingtherings 113.4 Audicollectionexamples 12

Production

4.0 Processes 134.1 Embroidery 134.2 Screenprinting 144.3 Flocking 14

The most important rules 15

Downloads 16

General Notes 16

3

Asophisticatedbrandneedsanunmistakeableidentity.Thisalsomeansthat,whenusedontextiles,theAudilogomustcomplywithCorporateDesignguidelines.Therearethreecategoriesoftextilebrandingbasedon differentapplications:

• Employeeclothing,wherethebrandingisfunctionalandsignalsthatthewearerbelongstoAudiand/oraspecificdepartment.

• Brandingonclothingusedforsponsorshipactivitiesandeventsisprimarilydesignedtomakeanimpact.

• ThesophisticatedstyleofthelifestylearticlesintheAudicollectionisunderlinedbydiscreetbranding.

ThisguidelinepresentsthebasicrulesforusingtheAudilogoandwordmarksonclothing.

The Audi textiles

Introduction

4

1.0 ClothingforemployeesofAUDIAGandAudipartners

By wearing uniform clothing, Audi employees who appear in public communicate that they belong to the company.At the same time, their function or the area in which they work is identified – they are recognisable as Audi employees.

1.1 TheAudirings• ClothingwornbyAudiemployeesintheirgivenfunction

bearstheAudirings.• Theringsarealwaysontheleftbreast.• Thelogois50mmwide.Principallythe„Audirings“aretobe

used,notthelightandmediumversion.• Thereisnobrandingonthecollarofemployeeclothing.• Theringsareneververtical.

1.2 Ringswithwordmark

• Wordmarks,e.g.AudiSportorabusinessunit,arealwaysontherightbreast.

• Thewordmarksarealignedwiththeinsideedgesoftherings.• Wordmarksconsistofoneortwolines,orthreelinesinspe-

cialcases.• Pleaserefertotheguideforwordmarksfordetailedinforma-

tiononthistopic.

1.3 Namesupplement• Theemployee’snameisalwaysontherightchestsideinAudi

TypeExtendedNormal.• Itisflushleftwiththewordmarkatadistanceofoneblank

line.Thetypesizeandlinespacingcorrespondtothoseofthewordmark.

• Thenamewithoutwordmarkispositionedonthesamelevelasthelowerinsideedgeoftherings.Themaximumtypesizecorrespondstothedistancebetweentheinsideedgesoftherings.

Use

AudiArt Experience

AudiZentrum Musterstadt

AudiEntwicklung Karosserie

Name of employee

AudiArt Experience

AudiZentrum Musterstadt

5

1.4 Logosize• Thepreferredsizeoftheringsis50mm.

1.4.1Wordmarktypesizes• Witharingwidthof50mm,thetypesizeofatwo-lineword-

markis20.5ptandthecharacterspacing0.• Thetypesizeismodifiedsothatitremainsproportionalto

theringsize.• Fortwo-linewordmarks,thelinespacingis110%.• Forone-linewordmarks,themaximumtypesizeis52.2pt.

1.4.2Positioningofthewordmarks• Thewordmarksarealwaysontherightbreast,horizontalto

therings.• Thewordmarksarealignedwiththeinsideedgesoftherings.• One-linewordmarksarealignedwiththebottominside

edgesoftherings.• Whenpositioningtheringsandthewordmark,itmustbe

ensuredthatthedistancetotheouteredgeissufficientforthebrandingtobevisibleinfullwhentheitemisworn.

1.5 ThebasiccoloursInlinewiththeAudibrandcolours,thefollowingT-shirtcoloursshouldpreferablybeusedforemployeeclothing:White,red(referencecolour:PANTONE®032C)andblack.OnlytheAudibrandcoloursareused.

Positioning within the inside edges of the rings

Audi Werkschutz

50mmcorrespondsto50%ofthefilesize

BlackPANTONE®032CWhite

6

1.6 Producingtheringsandtheringswithwordmarks• On white

Theringsareblack,„Audi“isred(Pantone032C)andthecolourofthesupplementisbasedontherings.

• On red and dark fabrics Productioninwhite

Itisimportanttoensurethatthebrandingisnotprintedorembroideredacrossseams.

1.7 Audipartners• Audi Center Anytown

AudiCenterAnytownistreatedliketheclassicwordmarks.Wordmarkontherightsideofthechest,ringsontheleftside.

• Sampleman motors Audiwithringsislocatedonthelefthandsideandthedealernameisontherightside.

AudiArt Experience

AudiZentrum Musterstadt

7

1.8 Examples:AUDIAGemployeesandAudipartners

AudiArtExperience

50mmequates50%ofthefilesize

8

2.0 Sponsorshipclothing

In sponsorship activities, the promotional use of the logo takes priority. For this reason, the rings and the „Audi“ lettering are always used, either in the logo or in a wordmark.

2.1 Ringswiththe„Audi“lettering• Theringsareneververtical.• Thelogomustbeboldtoensureitisrecognisedimmediately,

eveninmotion.• Theringsandtheletteringareafixedunitandmaynotbe

modified.• Thesizeofthelogomaybevariedasthewiderangeofappli-

cationscallsforconsiderableflexibility.• Thelogo(ringsandlettering)canbeappliedtothechest

area,tosleevesandtosportscapsandtrousers(seealso2.4„Positioningexamples“).

• Forsponsorshipactivities,thecollarmayalsofeaturebran-ding.Duetothelimitedspace,onlytheringsareusedhere.

2.1.1Specialcase:Ringswithvertical„Audi“lettering• The„Audi“letteringisbelowtheringsandistypesetin

AudiTypeExtendedBoldinwhiteorred,dependingonthebackground.

• The„Audi“letteringmayberotatedflexiblytotheright orleft.

• Theminimumdistancebetweentheringsandthelettering isthewidthofonering.Theletteringheightisalignedwiththeinsideedgesoftherings.

• Theringsareshownhorizontally–neververtically!• Filename:AudiRings• Principallythe„AudiRings“aretobeused,notthelightand

mediumversion.

Variablelogosize

9

2.2 RingswithwordmarkThewordmarkmaybepositionedtotheleftorrightofthe rings,orbelowthem.• Inspecialcasesthedistancetotheringsmaybereduced

tothecapheightofthe„A“.

2.3 Producingtheringswiththe„Audi“letteringorawordmark• On white, light grey and other light fabrics

Theringsareblack,„Audi“isredandthecolourofthe supplementisbasedonthecolouroftherings.

• On red and dark fabrics Toensurethelogocanberecognisedparticularlyquicklyfromafarandinmotion,thelogoandthewordmarkarewhite.Ondarkfabrics"Audi"canbesetinredorwhite.

Itisimportanttoensurethatthebrandingisnotprintedorembroideredacrossseams.

• Using the patch logo Thepatchlogoisusedforpatternedbackgroundsand colouredfabrics,forexampleonblue.

• Inotherwords,thegivenlogowithawhite,redorblack backgroundisappliedtothecolouredfabric.

AudiGolf SportAudi

Golf Sport

Patch logo special case

10

2.4 Sponsorshipexamples

11

3.0 Audicollection

Intheareaofhigh-qualitysportswearandlifestylearticles,the focus is not on the promotional use of the logo, but on the product itself.

3.1 TheAudirings• TheAudibrandisreferredtodiscreetlyviatheAudirings.• Theringswiththe“Audi”letteringareusedonlabels

3.2 Logosize• Theringsmaybeusedinvarioussizes(min.20mmto

max.50mmringwidth).

3.3 Producingtherings• Theringsarepreferablyusedtone-on-tone.• Thecolouroftheringsshoulddeviateapproximately10%

fromthecolourofthegivenfabric.Forembroidery,the differenceintoneisachievedthroughthethreadalone.

• Alternativetotone-on-toneproduction: On light fabrics Productioninblack On dark fabrics Productioninwhite On red fabrics Productioninwhite

Itisimportanttoensurethatthebrandingisnotprintedorembroideredacrossseams.Principallythe„AudiRings“aretobeused,notthelightandmediumversion.

50mmcorrespondsto50%ofthefilesize

12

3.4 Audicollectionexamples

13

Production

4.0 Processes

4.1 Embroidery

Basicrulesfordesigninganembroideredlogo:• Whenembroideringtherings,thefirstring(seenfromthe

left)crossesoverthesecondoneatthebottomandpassesunderthesecondoneatthetop.Thesameprincipleappliesfortheremainingrings.

• Toguaranteeoptimalquality,anewthreadshouldbeusedforeachletterofthelogo.

• Principallythe„AudiRings“aretobeused,notthelightandmediumversion.

• Theminimumwidthoftheringsis50mm.• Filename:Audi Rings

Embroideryisthepreferredmethodforapplyingbrandingtotextiles.Ifitisnotfeasible,thereareotheroptions.

Embroidery principle

14

4.2 Screenprinting

Screenprinteddesignsareusuallyprintedusingfullyautomaticmulticolourscreenprintingmachines.Multicolourprintingoffersanacceptablelevelofprintingaccuracy.Full-areacoverageispossible.

4.3 Flocking

Direct flockingWiththedirectflockingprocess,electrostaticallychargedflockparticlesaredispersedintoglue,whichisthenappliedtothefabricunderpressure.Whenprintingoncolouredfabrics,thegluemustbewhite.Theprocessisonlysuitableforlargelogosizes(200mm).Itoffersexcellentdurabilityundernormaldemandscausedbywearing,washing(garmentturnedinside-out,delicatespro-grammeonly)andironing(inside-out).

Flock transferTheflocktransferprocessusesatransferpaperthatholds theflockfibres.Theglueisappliedtothefibresusingascreen. Theprocessissuitableformulticolourdesigns,butonlyforsmalllogosizes.Itoffersgooddurabilityandhighprintingaccuracy.

15

General •Theringsareneververtical.•Brandingisneveracrossseams.•Principallythe„AudiRings“aretobeused.

Page4Page6

Logo •Employeeclothingisbrandedwiththerings.Awordmarkmaybeusedinaddition.•Forsponsorshipactivities,theringsarealwaysusedinconjunctionwith“Audi”,eitherasaword-markoraspartofthelogo.

•Patchlogosandvertical“Audi”letteringmaybeusedforsponsorship

Page4Page8Page9Page11

Positioning •Theringsarepreferablypositionedontheleftbreast.•Wordmarksarepositionedrelativetotheringsontheleftbreast.•Optimalvisibility,eveninmotion,mustbeensuredwithregardtosponsorshipapplications.

Page4Page4Page9

Colours •BasefabricsintheAudibrandcoloursarepreferred.•Tone-on-toneringsmaybeusedonpremium-qualitylifestylearticles.•Maximumcontrastmustbeensuredforsponsorshipactivities.

Page5Page11

Processes •Embroideredbrandingispreferred.•Otherprocessesmustbeusedifnecessary.

Page13Page14

Themostimportantrules

16

Youwillfinddigitalmastersandfurtherinformationinthe CorporateDesignPortalintheinternet.URL:www.audi.com/ciArea:„Branding|Wordmarks“

Responsibleforcontent:AUDIAGBrandStrategy/CorporateIdentity85045Ingolstadt

Note:Thepresentationandlookofcoloursmayvary,dependingontheprinter/renditionused.Thepicturesshownarenotbindingintheircolourandinsomecaseshavebeenreducedorenlargedinsize.

Downloads GeneralNotes