Audi Sport, a division of the renowned German automaker Audi, specializes in designing and producing high-performance luxury cars. Established in 1983, Audi Sport has become a global leader in its segment, offering supercars that seamlessly blend reliability, style, and power.

Meaning and History

Audi Sport has maintained a consistent visual identity since its inception, with only minor changes made for specific subdivisions like the Formula E team, Audi Sport Abt Schaeffler. The brand’s emblem and logo reflect its commitment to speed, precision, and luxury.

Audi Sport Logo

The Audi Sport logo comprises two key elements: a scarlet-red parallelogram and a clean sans-serif wordmark.

• Parallelogram: This geometric shape, slightly elongated and inclined to the right, evokes movement, speed, and dynamism.
• Wordmark: The brand name, “Audi Sport,” is rendered in a simple yet sophisticated sans-serif typeface. While the text is primarily red, it appears white when placed on darker backgrounds or silver when used on cars, ensuring versatility across applications.

Audi Sport Formula E Logos

The Formula E division of Audi Sport, which has undergone name changes, introduced logos with additional text and design refinements to represent its teams and partnerships.

• 2013–2015: The logo featured two lines: the iconic red parallelogram and "Audi Sport" above, with “ABT Formula-E Team” in black below, using a thin sans-serif font.
• 2015–Today: After the team was renamed to "Abt Schaeffler Audi Sport," a third line was added. The refined design includes:
  • A bold red parallelogram and “Audi Sport” at the top.
  • The second line reads “ABT” in black and “Schaeffler” in bold green serif capitals.
  • The third line features “Formula E Team” in uppercase black lettering with increased spacing for clarity.

Though the team’s name evolved to "Audi Sport Abt Schaeffler" in 2017, the logo’s overall style and composition remained unchanged.

Font and Color

The Audi Sport font is a sleek sans-serif typeface with rounded corners and precise cuts, creating a modern and professional aesthetic. Fonts like Radiate Sans Semi Bold and Vito Wide Bold closely resemble the brand’s typeface, albeit with subtle modifications.

The scarlet-red color palette is central to Audi Sport's identity, symbolizing passion, strength, and exclusivity. Depending on the context, secondary color schemes include:

• Red and Black: Adds a bold and aggressive tone.
• Red, Black, and White: Combines elegance with clarity.
• Red and Silver: Used on cars to evoke luxury and sophistication.

Visual Identity and Brand Essence

Audi Sport’s logo and color scheme embody the brand’s essence—precision engineering, speed, and premium quality. The iconic scarlet parallelogram conveys energy and movement, while the clean font and versatile colors ensure the logo remains timeless and impactful across all platforms.

Audi Sport stands as a testament to Audi’s pursuit of innovation and excellence in luxury performance vehicles. From Formula E to road-ready supercars, the brand continues to set benchmarks in the automotive industry.