guideline - ascrusa.com colors.pdf · guideline the audi colours status: 04/2009 corporate design |...

GuidelineThe Audi colours

Status: 04/2009 Corporate Design | Colours

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Corporate Design · Colours · AUDI AG · 07/2009

Contents

Introduction 3

Design 4

1.0 Primary colours 41.1 Using the primary colours 41.2 Audi Aluminium Silver 51.3 Audi Red 61.4 White 61.5 Black 6

2.0 Grey shades 72.1 Using the grey shades 7

Production 8

3.0 Using the colours 83.1 Overview of colour values 83.2 Colour ranges for layout software 83.3 Printing information 8

The most important rules 9

Downloads 10

General information 10

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The Audi colours reflect the technical competence and emotional warmth of our brand. The primary colours Audi Aluminium Silver, Audi Red, White and Black serve to clearly distinguish us from our competitors and to define our identity in all areas, from architecture to digital media and printed brochures.

The most important primary colour is Audi Aluminium Silver: no other brand has more experience in using aluminium. Light-weight construction is one of the most crucial technologies for car manufacturing in the future. Audi Aluminium Silver stands for the brand essence, “Vorsprung durch Technik”, and as a result is used consistently in all media.

Audi Red communicates the brand value “sporty”. It is used for the “Audi” logotype and as a highlight colour. Greater use is made of Audi Red in the area of Audi Sport.

To complement the primary colours, four grey shades are defined on a second level. They accentuate layouts and graphics and give them a high-quality appearance.

Introduction

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1.0 Primary colours

The primary colours appear in all media, forming the colour character of all Audi applications. The corporate colours are Audi Aluminium Silver in combination with Audi Red; White and Black are defined as further primary colours.

1.1 Using the primary coloursWhenever possible, Audi Aluminium Silver is used in all • applications. As an alternative the Audi gradation could be used. This is available for download on the CD portal.Audi Red is used for the “Audi” logotype and as a highlight •colour. The identity of the brand is formed not only by the choice of •colours, but also by the extent of their use in relation to one another.All colours may only be used with the correct colour values.•

An overview of all colour value definitions can be found on page 8 of the “Production” section.

Design

Audi dealership

Audi primary colours

WhiteAudi Red BlackAudi Aluminium Silver

Audi 4C gradation

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PANTONE® 877 as a full-area colour or for accentuation

Fixed picture file for downloading Gradation produced in a layout program

Aluminium Silver also for accentuation and lines

1.2 Audi Aluminium SilverAudi Aluminium Silver can be used as a special colour or •a fixed gradation; priority is given to full-area coverage. The colour PANTONE® 877 is defined as the special colour. •It cannot be replaced by a grey value or one of the special-colour grey shades as they do not contain any metallic pigments.If a special colour cannot be used for production or budget •reasons, the Audi gradation is used. It is available in two different formats as a picture file for download on the CD portal. A simple gradation produced in a layout program •(e. g. Illustrator) may not be used as a substitute under any circumstances. In addition to full-area coverage, the special colour •PANTONE® 877 can be used for typography and accentuation. It is never screened.

Audi 4C gradation

Audi Aluminium Silver

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1.3 Audi RedAudi Red is used primarily for the “Audi” logotype and for •subtle highlights such as lines and accentuation.The CMYK value 0/100/80/5 is used; as a special colour, •PANTONE® 186 can be used as an alternative. If the brand value “sporty” predominates, Audi Red can •also be used to cover a large area. In this case however, a darker shade with the CMYK value •0/100/80/20 is always used (or the special colour PAN-TONE® 187 as an alternative) to prevent the colour from looking too loud.Screening of the two shades of red is not permitted.•

Because of the generous use of red in the area of Audi Sport, only the dark shade of red is used in this area (CMYK 100/80/20 or PANTONE® 187); it also serves as a reference colour for all stickers and clothing. The Audi Sport logotypes on the CD Portal are therefore all designed in the dark shade of red.

1.4 WhiteLarge areas of White are used as backgrounds and – in three-•dimensional designs – for surfaces. On dark backgrounds it is also used to a lesser extent for text •and graphics.

1.5 BlackBlack is primarily used for text.•Black should be used for surfaces, blocks or backgrounds •only in very limited cases.

CMYK 0/100/80/5 or PANTONE® 186

CMYK 0/100/80/20 or PANTONE® 187

The darker shade of red is always used for Audi Sport.

CMYK 40/0/0/100 or PANTONE® Black

No expansive use of CMYK 0/100/80/5 or PANTONE® 186

No screening of the red shades

Audi Red for typography and lines

Audi Red for large areas

Black

White

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Medium Grey

60 % Medium Grey

Dark Grey

60 % Dark Grey

Pale Grey

60 % Pale Grey

Light Grey

60 % Light Grey

30 % Medium Grey 30 % Dark Grey30 % Pale Grey 30 % Light Grey

The fixed grey shades extend the range of design options for communication media and reinforce the typical Audi identity. The Audi grey shades are defined by their technically cool colour spectrum and harmonise particularly well with the Audi logo.

2.1 Using the grey shadesThe grey shades are defined as a second level of the primary •colours and are Audi Pale Grey, Light Grey, Medium Grey and Dark Grey. They are suitable for accentuations, highlights and large areas.For the grey shades, either the special colours or their CYMK •values are used.For a wider range of design options, it is also possible to •screen all four grey shades at 60 % and 30 %.If several grey shades are required for printed applications •using special colours, for example, the lighter grey shades can be replaced by screened versions of the dark shades in order to reduce costs.

An overview of all colour value definitions can be found on page 8 of the “Production” section.

2.0 Grey shades

PANTONE® 427 PANTONE® 429 PANTONE® 431 PANTONE® 432

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Each colour value in the Audi colour spectrum is defined. This definition is binding. The following tables detail the colour values in various colour systems.

3.1 Overview of colour valuesTo ensure the greatest possible flexibility in terms of budget and design, CMYK values and special colours are defined and are always permitted for all Audi colours – with the exception of Audi Aluminium Silver (PANTONE® 877). If colours are to be applied to large areas, however, the use of special colours is recommended.

3.2 Colour ranges for layout software The Audi primary colours are available on the CD Portal as ready-made colour libraries for use in standard DTP programs.

3.3 Printing informationThe Audi colour spectrum and the Audi gradation were designed for offset printing in accordance with the ISO 12647-2 interna-tional standard. For generating print data (colour conversion of RGB data and proofs), we recommend the ECI offset profile “ISO Coated v2 300% (ECI)”, which can be downloaded free of charge from www.eci.org.

Detailed information is contained in the free guideline entitled “Media Standard Print”, which can be downloaded from www.bvdm.org.

3.0 Using the colours

Production

Colours CMYK(grey scales)

Special colour Offset/screen printing

sRGB(hexadecimal)

NCS/RAL Avery 900 Super Cast films range

Audi Aluminium Silver — PANTONE® 877 —RAL 9006White Aluminium

Avery 990

Audi 4C gradation Picture file — — — —

Audi Red (lighter) 0/100/80/5 PANTONE® 186204/0/51(CC0033)

— —

Audi Red (darker) 0/100/80/20 PANTONE® 187170/20/45 (AA142D)

NCS S 1580-R

Avery 950

White — —255/255/255 (FFFFFF)

RAL 9010Pure White

Avery 900

Black 40/0/0/100 PANTONE® Black0/0/0 (000000)

RAL 9005 Jet Black

Avery 901

Pale Grey 0/0/0/15 PANTONE® 427213/217/216 (D5D9D8)

NCS S 1005-R80B

Avery 961

Light Grey 5/0/0/35 PANTONE® 429176/182/184 (B0B6B8)

NCS S 3005-R80B

Avery 960

Medium Grey 15/0/0/70 PANTONE® 431109/117/121 (6D7579)

NCS S 6005-R80B

Avery 983

Dark Grey 25/0/0/80 PANTONE® 43267/76/83 (434C53)

NCS S 8005-R80B

Avery 962

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Fundamental rules •TheAudiprimarycoloursareAudiAluminiumSilver(ortheAudigradation),AudiRed,WhiteandBlack; the most important colour is Audi Aluminium Silver.

•Fourgreyshadescomplementtherangeofprimarycolours.

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Audi Aluminium Silver •AudiAluminiumSilverisusedinallapplicationswheneverpossible;eitherthespecialcolourorthefixed Audi gradation (picture file) may be used.

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Audi Red •ThecolourdefinitionofAudiReddependsonthesizeofthearea.Inthe“Audi”logotype,fortypographyandaccentuation, a lighter shade of red is used; a darker shade of red has been defined for full-area coverage and very large typography.

•AudiRedcanbeusedintheCMYKversionorthespecialcolour.•AudiRedmaynotbescreened.

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Audi grey shades •ThegreyshadescanbeusedintheCMYKversionorthespecialcolourandcanbescreenedat60%and30%. Page 7

Production •Allcoloursaredefinedbyunambiguouscolourvaluesandmayonlybeusedwiththesevalues.•Ready-madecolourlibrariesareavailableintheCDPortalforusewithstandardlayoutprograms.

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The most important rules

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Responsible for content:AUDI AGI/VS-21Markenentwicklung/Corporate Identity85045 Ingolstadt

Note:The reproduction of colours may vary depending on the output device used. The colours of the illustrations are not binding, and in some cases illustrations are shown reduced or enlarged.

General information

You can obtain digital templates and additional information from the Corporate Design Portal on the internet.URL: www.audi.com/cd User name: audiuserPassword: marketingArea: “Basic Elements | Colours”

Downloads

guideline - ascrusa.com colors.pdf · guideline the audi colours status: 04/2009 corporate design |...

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