The automotive industry is facing the most radical transformation in its history. And this is affecting the major brands just as much as their sub-brands.

The new Audi Sport brand core, »Make your statement«, expresses the brand's new direction: Audi Sport tells stories about intense experiences, moments full of adrenaline, independence and self-determination. The brand is an appeal to reject uniformity: clear-cut, determined and visible to all. And therefore more than pure performance.

For the first time, Audi Sport gets its own visual identity - based on the Audi corporate design. It's more focused, self-confident and intense, with easy-to-implement design principles instead of an extensive set of CD rules. The Audi Sport logo - the rhombus and the Audi Sport word mark - now appears on its own without the four rings. The imagery is in line with the new theme »feel the powerful moment«.

The brand portal to communicate the new CI is accessible to everyone. A first in the automotive industry and a sign of the new openness.