JKR

The new makeover for Audi reduces the size and, arguably, the personality of the wordmark, while giving the concentric circles a little oomph. For my money, it is a heartening example of less flash and more craft – in our trend obsessed business, it’s great once in a while to see a design which looks like it has been meticulously considered, and where the solution feels like it has been tailored specifically to the values of the brand, rather than to appeal to a passing consumer fad. And of course Audi is the ideal candidate for such controlled and dispassionate design. The new device also looks great in print (below). You can read more at http://www.underconsideration.com/brandnew/