Branding on textiles - Audi.com · • Branding on clothing used for sponsorship activities and...
Transcript of Branding on textiles - Audi.com · • Branding on clothing used for sponsorship activities and...
Branding on textiles
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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
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Asophisticatedbrandneedsanunmistakeableidentity.Thisalsomeansthat,whenusedontextiles,theAudilogomustcomplywithCorporateDesignguidelines.Therearethreecategoriesoftextilebrandingbasedon differentapplications:
• Employeeclothing,wherethebrandingisfunctionalandsignalsthatthewearerbelongstoAudiand/oraspecificdepartment.
• Brandingonclothingusedforsponsorshipactivitiesandeventsisprimarilydesignedtomakeanimpact.
• ThesophisticatedstyleofthelifestylearticlesintheAudicollectionisunderlinedbydiscreetbranding.
ThisguidelinepresentsthebasicrulesforusingtheAudilogoandwordmarksonclothing.
The Audi textiles
Introduction
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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
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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
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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
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1.8 Examples:AUDIAGemployeesandAudipartners
AudiArtExperience
50mmequates50%ofthefilesize
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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
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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
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2.4 Sponsorshipexamples
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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
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3.4 Audicollectionexamples
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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
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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.
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General •Theringsareneververtical.•Brandingisneveracrossseams.•Principallythe„AudiRings“aretobeused.
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Logo •Employeeclothingisbrandedwiththerings.Awordmarkmaybeusedinaddition.•Forsponsorshipactivities,theringsarealwaysusedinconjunctionwith“Audi”,eitherasaword-markoraspartofthelogo.
•Patchlogosandvertical“Audi”letteringmaybeusedforsponsorship
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Positioning •Theringsarepreferablypositionedontheleftbreast.•Wordmarksarepositionedrelativetotheringsontheleftbreast.•Optimalvisibility,eveninmotion,mustbeensuredwithregardtosponsorshipapplications.
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Colours •BasefabricsintheAudibrandcoloursarepreferred.•Tone-on-toneringsmaybeusedonpremium-qualitylifestylearticles.•Maximumcontrastmustbeensuredforsponsorshipactivities.
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Processes •Embroideredbrandingispreferred.•Otherprocessesmustbeusedifnecessary.
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Themostimportantrules
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Youwillfinddigitalmastersandfurtherinformationinthe CorporateDesignPortalintheinternet.URL:www.audi.com/ciArea:„Branding|Wordmarks“
Responsibleforcontent:AUDIAGBrandStrategy/CorporateIdentity85045Ingolstadt
Note:Thepresentationandlookofcoloursmayvary,dependingontheprinter/renditionused.Thepicturesshownarenotbindingintheircolourandinsomecaseshavebeenreducedorenlargedinsize.
Downloads GeneralNotes