As a driver of a powerful engine such as Audi Sport, when you reach a certain momentum, the world is coming in with a shutter effect: you lose your feeling for time and space – and experience how they melt together and become one. This experience is was what we had in mind when we were designing the “moving brand” for Audi Sport: giving you the feeling of jumping into a time tunnel, uniting speed and space into one animated brand mark: a life experience.
Film as medium of a completely moving brand
This is our answer to increasing video content evolving around brands. They are no longer to be static but have to move to where their target groups mingle: on blogs, Youtube and social media. Yet the challenge for brands is – how can they make sure to get their stake in digital context? As part of the Audi open source CI portal logo we designed a “moving brand”: a logo opener and ending, as well as an animated logo engine, enabling Audi Sport and every creative agency working for them to include the brand in their digital storytelling.