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The Audi exclusive typefaceCorporate Design Guideline

Basic elements | TypographyAs at: 10/2011

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Corporate Design · Typography · AUDI AG · 10/2011

Contents

Introduction 3 AudiType 3

Typeface design 4

1.0 TheAudiTypefamily 4 Overviewofsupportedlanguages 41.1 AudiTypeExtended 51.2 AudiType 6

2.0 BasicrulesofAuditypography 7

3.0 AudiTypeinOpenTypeformat Currencysymbols 8 Overview of all characters in the Latin alphabet,

specialcharactersandligatures 83.1 Figures 9

4.0 AudiTypeinTrueTypeformat 10

5.0 TheInternetanddigitalmedia 10

6.0 AudiTypecharactersinnon-Latinalphabets Activatingcountry-specificcharacters 11 Overview of all Cyrillic, Asian Cyrillic and

ModernGreekcharacters 11

7.0 Languagesthatarenotsupported7.1 SimplifiedChinese 127.2 Japanese 127.3 Korean 13

Downloads 14

Generalinformation 14

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Audi Type gives us a corporate typeface that has been designed exclusivelyforus.Itisatypographicalinterpretationofthebrandvalues.AudiTypeisusedforallAudicommunicationmediaand may be obtained free of charge via the Audi Cor porate DesignPortal.

Introduction

Audi Type

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Audi S5

Typeface design

Audi Type is a comprehensive typeface family and comprises eight styles:

• AudiTypeExtendedhasawidecharacterspaceandisusedforlogotypesandheadlines.ItisavailableintheNormal,Bold,NormalItalicandBoldItalicstyles.

• ThenarrowerAudiTypeisusedforcopytextandallotherapplications.IttooisavailableintheNormal,Bold,NormalItalicandBoldItalicstyles.

Audi Type is available as an OpenType typeface in all styles for useacrossallplatforms(AudiTypev03.2).ATrueTypeversionof the typeface has also been developed specifically for use in Officeapplications(AudiTypev03.05).ItisavailableinthefourmainstylesAudiTypeExtendedBold,AudiTypeExtendedNor-mal,AudiTypeBoldandAudiTypeNormal.

Whether OpenType or TrueType, as well as the letters of the Latin alphabet, both formats contain all characters for Modern Greekandmost(Asian)Cyrilliccharacters.ThismeansthatAudiType can be used for all communication measures worldwide, withonlyafewexceptions(China,Japan,Korea,IsraelandtheArabic-speakingnations).

Overviewofsupportedlanguages

LanguagesusingorbasedontheLatinalphabetAfrikaans,Albanian,Basque,Bosnian,Breton,Catalan,Cornish,Croatian,Czech,Danish,Dutch,English,Estonian,Faroese,Finnish,French,Frisian,Friulian,Gagauz(Latinscript),Galician,German,Hungarian,Icelandic,Indonesian,Irish,Italian,Karelian,Kurdish,Ladin,Latvian,Lithuanian,Maltese,ManxGaelic,Moldovan,Norwegian,Polish,Portuguese,Rhaeto-Romanic,Romanian,Saami,ScottishGaelic,Serbian,Slovakian,Slovenian,Sorbian,Spanish,Swahili,Swedish,Turkish,Turkmen(Latinscript)

SupportedlanguagesthatdonotusetheLatinalphabet (please see section 6 for further information)Abyssinian,Adyghe,Avar,Azerbaijanian(Cyrillicscript),Bashkir,Belarusian,Bulgarian,Buryat,Chechen,Dargwa,Dungan,Ingush,Kabardinian,Kalmyk,Karakalpak,Kazakh,Kumyk,Kyrgyz,Lak,Lezgian,Macedonian,ModernGreek,Mongolian,Mordvinian,Nanaish,Nogai,Russian,Serbian,Tabasaran,Tajik,Tatar(Cyrillicscript),Tati,Turkmen(Cyrillicscript),Tuvan,Ukrainian,Uyghur(Cyrillicscript),Uzbek(Cyrillicscript)

Audi Type Extended BoldAudi Type Extended Bold Italic

AudiTypeBoldAudi Type Bold Italic

Audi Type Extended NormalAudi Type Extended Normal Italic

AudiTypeNormalAudi Type Normal Italic

Q7 R8 TT A3 A5 A6 A8

1.0 TheAudiTypefamily

TheeightAudiTypetypefacestyles

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AudiTypeExtendedBold

SystemforAudilogotypes

AudiTypeExtendedNormal1.1 AudiTypeExtendedTheExtendedtypefacewithitswidecharacterspacingdefinesthevisualidentityoftheAudibrand.Itisthereforeusedinallcommunication media for the following elements:

• HeadlinesarealwaystypesetinAudiTypeExtended.• AllAudilogotypesaretypesetinAudiTypeExtended.

Forlogotypessuchas“AudiBank”,theredbrandname“Audi” isalwaystypesetinAudiTypeExtendedBold,andthebusinessunitisalwaystypesetinAudiTypeExtendedNormal(inblackorinwhiteinnegativeversions).Thischaracteristictypefaceistobecomeafurtherrecognitionelement.

A guideline on creating logotypes is available in the CD Portal under“Audilogotypes”.

Sampleapplication

BishererlebtemanLeistung.JetztspürtmanLeidenschaft.DasAudiA5Cabriolet.

KlimaautomatikHervorragendesKlimableibtauchnachdemSchließendes Verdecks erhalten: Die intelligente Klima-automatikmerktsichsowohlbei offenem als auch bei geschloss-enem Verdeck die vorgewählte Temperatur und stellt sich selbst nach wiederholter Betäti-gungerneutautomatischein.

StoffverdeckDasklassischeStoffver-deck prägt den besonderen Charakter desAudiA5Cabriolet.Zugleichzeich-netessichdurchhohenKomfortunddurchdachteDetailsaus.Sodauertesgeradeeinmal15Sekunden, bis das vollautomatische Verdeck Platz für Sommerfrischemacht.Undnur17Sekunden,umsichbeiBedarfwieder

zuschließen.BiszueinerGeschwind-igkeitvon50km/hlässtsichdasVer-deckauchwährendderFahrtbedi-enen.

GeteiltumklappbareRücksitzlehneRaumwirdimAudiA5CabrioletinjederHinsichtexzellentgenutzt.DiegeteiltumklappbareRücksitzlehnemitFernentriegelungmachteseinfach,langeGegenständezuverstauen.DergroßzügigeGepäckraummiteinemVolumenvon320Litern(750Literbeium-geklappterRücksitzlehne)istauchbei geöffnetem Verdeck bequem zu beladen.

LedersitzemitAufheizschutzEinespe-zielleFarbpigmentierungverhinderteinestarkeAufheizungdurchSonne-neinstrahlung.Zudemwirddieim

FreiheitbekommtamSteuerdesAudiA5CabrioleteinevölligneueBedeutung.VieleMöglichkeitenstehenIhnenoffen.AgilitätundKomfortergänzensichundmachenausjedemMomenteinenkostbarenAugenblick.Siebrauchennurzugenießen.

Audi magazin/ 39

Audi BankAudi driving experience

AudiTypeExtendedBoldItalic

AudiTypeExtendedNormalItalic

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AudiTypeBold AudiTypeBoldItalic

AudiTypeNormal AudiTypeNormalItalic1.2 AudiTypeAudiTypeisawell-structuredsansseriftypeface.Withits narrower spacing, it is suited to a wide range of applications, evenwherespaceislimited.

• TheAudiTypeNormalstyleisusedforcopytext,AudiTypeBoldforsub-headlines.

• AudiTypeNormalandBoldarealsousedforallotherinfor-mationlevelswithlargervolumesoftext,e.g.picturecap-tions,footnotes,tables,etc.

• TheItalicstylesmaybeusedforemphasisincopytextorforsub-headlines,forexample.

Sampleapplication

BishererlebtemanLeistung. JetztspürtmanLeidenschaft. DasAudiA5Cabriolet.

KlimaautomatikHervorragendesKlimableibtauchnachdemSchließendes Verdeckserhalten:DieintelligenteKlima-automatikmerktsichsowohlbeioffenemalsauch bei geschlossenem Verdeck die vorgewählte Temperatur und stellt sich selbst nach wiederholter Betätigung erneut automatischein.

StoffverdeckDasklassischeStoffverdeckprägt den besonderen Charakter des Audi A5 Cabriolet.ZugleichzeichnetessichdurchhohenKomfortunddurchdachteDetailsaus.Sodauertesgeradeeinmal15Sekunden, bis das vollautomatische Verdeck Platz für Sommerfrischemacht.Undnur17Sekun-den,umsichbeiBedarfwiederzuschließen.Bis zu einer Geschwindigkeit von 50 km/h lässt sich das Verdeck auch während der Fahrtbedienen.

GeteiltumklappbareRücksitzlehneRaumwirdimAudiA5CabrioletinjederHinsichtexzellentgenutzt.DiegeteiltumklappbareRücksitzlehnemitFernentriegelungmachteseinfach,langeGegenständezuverstauen.DergroßzügigeGepäckraummiteinemVolumenvon320Litern(750Literbeium-geklappterRücksitzlehne)istauchbeigeöffnetemVerdeckbequemzubeladen.

LedersitzemitAufheizschutzEinespezielleFarbpigmentierungverhinderteinestarkeAufheizungdurchSonneneinstrahlung.ZudemwirddieimSonnenlichtenthalteneInfrarotstrahlungreflektiert.DieOber- flächentemperaturkannsoumbiszu20°Cgesenktwerden.AlleanderenEigenschaftendes Leders werden durch den Aufheizschutz nichtbeeinflusst.

FreiheitbekommtamSteuerdesAudiA5CabrioleteinevölligneueBedeutung.VieleMöglichkeitenstehenIhnenoffen.AgilitätundKomfortergänzensichundmachenausjedemMomenteinenkostbarenAugenblick.Siebrauchennurzugenießen.

Audimagazin/ 39

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPqRSTUVWxyZ0123456789àáäèéëğìíïıòóößùúüýÿÀÁÄÈÉËĞÌÍÏİÒÓÖÙÚÜÝŸ!?,.…:;„“”‘’"'«»‹›()[]_-—fifl¢£$€¥@©®™§&%+−=

a b c d e f g h i j k l m n o p q r s t u v w x y z A b c d e f g h I j k l m N o p q r s T u v w x y z0 1 2 3 4 5 6 7 8 9fi fl @ © ® ™ § & %

abcdefghijklmnopqrstuvwxyzABCDEFGhIjKLMNOpqRSTuVw x y z0123456789àáäèéëğìíïıòóößùúüýÿÀÁÄÈÉËĞÌÍÏİÒÓÖÙÚÜÝŸ!?,.…:;„“”‘’"'«»‹›()[]_-—fifl¢£$€¥@©®™§&%+−=

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The Audi design principle of asymmetry is also fundamental in typographicaldesign.Thisappliestoboththeoveralllayoutandthedesignofindividualelements.

• Textisneveralignedcentrallyorcentred.• Words may not be written entirely in uppercase letters, the

onlyexceptionbeingAUDIAG.• Type should not be set in the form of a shape or along a

curvedline.• Auditypographyispreferablyinblackorwhite.• Thetypecolourchosenshouldofferthemaximumcontrast

tothebackground.

headlinesHeadlinesarenormallytypesetflush-left,butmayalsobestaggered(maximumofthreelines).AudiTypeExtendedisusedexclusivelyinthiscase.

CopytextCopytextispreferablyflush-leftandragged.Inprintedmedia,AudiTypeisusedforthispurpose.

Figures AudiTypeincludes“proportionalliningfigures”and“liningfiguresfortables”.“Liningfiguresfortables”areusedintables.

Detailed specifications for many different applications (bro-chures,advertisements,businessstationeryetc.)canbefoundintherelevantguidelinesintheCorporateDesignPortal.

2.0 BasicrulesofAuditypography

Copytextisflush-leftandragged.Lorem ipsum dolor sit amet, consectetueradipiscingelit,sed.

Copytextisflush-leftandraggedinwhiteonadarkbackground.Loremipsumdolorsitamet.

Textaligned tomiddle

TYpEINALLCApS

Two-line indented headline headline in white

Fully justified text Loremipsum dolor sit amet, consectetuer adipiscing

Typesetintheformofashape.Lorem ipsum dolor sit amet, coelit,seddiaipsum.

1234 89563478 12589016 0942

Fuelconsumptioninl/100km:City11.0–16.1

DTp Typefaces

headline AudiTypeExtendedBoldPreferably flush-left, optionally staggered

Logotypes AudiTypeExtendedNormal

Copytext AudiTypeNormalFlush-leftinraggedparagraphs

proportionalliningfigures Liningfiguresfortables

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Audi Type OpenType is a cross-platform application and can be usedbothonMacintoshandonWindowsPCs.OpenType-com-patibleapplications(e.g.InDesign,IllustratorCS,PhotoshopCS,quarkxPress7.3.1)arerequiredtousetheOpenTypefont.Besides standard characters in the Latin alphabet and all accen-tuated characters, the typeface file contains the characters for ModernGreekandCyrilliclanguages.Thismeansthatindividuallanguageversions(characterencodings)ofthetypefacearenolongerrequired.Typesettingisfacilitatedbyintegratedspecialcharacterssuchasligatures,fractionsandsuperscriptfigures.

3.0 AudiTypeinOpenTypeformat

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPqRSTUVWxyZ 12345678901234567890 123456789012345678901234567890⁄1234567890 ¼½¾⅓⅔⅕⅖⅗⅘⅙⅚⅛⅜⅝⅞%‰ áâàäåãæāăąćčĉċçďđðéêèëěēėęĕğģĝġĥħíîìïıĭīįĩĳĵȷķĺļłŀľńňņñŉóôòöõōőŏøœŕŗřßśşșšŝťţŧúûùüūůűųũŭẁẃŵẅýŷỳÿźżžþ ÁÂÀÄÅÃÆĀĂĄĆČĊĈÇĎÐÉÊÈËĚĒĖĘĔĞĢĜĠĤĦÍÎÌÏĪİĮĨĬĲĴĶĹĽĻŁĿŃŇŅÑÓÔÒÖÕŌŐŎØŒŔŘŖŚŞȘŠŜŤȚŦÚÛÙÜŪŮŰŲŨŬẀŴẂẄỲŶÝŸŹŻŽÞ fiflffffiffl€$¥¢£¤฿₵₡₫₲₴₭₤₦₪₱₨₮₩§§&©®™@#ªº¦¶ ?!.,:;_-–—·…"'‘’‚“”„‹›«»/|\¿¡†‡* ()[]+<=>~¬±×÷∂∆π∏∑−√∞∫≈≠≤≥ℓΩƒµ¸˛¨´ˆˇ˘˙¯°˚˜˝^`←↑→↓◊

Currencysymbols

OverviewofallcharactersintheLatinalphabet,specialcharactersandligatures

€ Euro$ Dollar

¢ Cent

£ Pound

¥ Yen

¤ Currency

฿ Baht(Thailand)₵ Cedi(Ghana)₡ Colon(CostaRica,ElSalvador)₫ Dong(Vietnam)

₲ Guarani(Paraguay)₴ Hryvnia(Ukraine)₭ Kip(Laos)

₤ Lira(Lebanon,Syria)₦ Naira(Nigeria)₪ NewShekel(Israel)₱ Peso(Philippines,Cuba)₨ Rupee(India,Pakistanetc.)₮ Tugrik(Mongolia)

₩ Won(Korea)

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proportional liningfigures

Genuine superscript/subscriptfigures

Non-genuinesuperscript/subscriptfigures

Fractions

Liningfigures fortables

3.1 FiguresThe OpenType font format means that various styles of figures areavailable.AudiTypeincludes“proportionalliningfigures”and“liningfiguresfortables”.Italsoincludesfractionsaswellasgenuinesuperscriptandsubscriptfigures.

In InDesign, the lining figures and the superscript and subscript figurescanbelocatedbyselecting“OpenType”inthe“Draw”window in the menu:

Note:The lining figures for tables are saved in the standard character setasthisisalsousedfortablesinExcel.Toensurethatpropor-tionalliningfiguresappearautomaticallyincopytext,thiscanbe selected as a default setting in InDesign in the menu shown above.

The complete character set can be viewed in InDesign via the “Glyphs”window(locatedinthemenubarunder“Type”)andcanalsobeselecteddirectlyfromhere.

Ax 0213921 0213921

Ax ⅓⅔⅗ ¹²³ 321

321 123

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Officecommunications Fonttobeused

presentationtemplates Audi Type (Arial)

Letterhead Audi Type

Faxsheet Audi Type

E-mail Arial

Digitalmedia Fonttobeused Substitutefonts

headlines AudiTypeExtended –

Copytext Audi Type Verdana, Tahoma

Typographyasapicturefile Audi Type –

The Audi Type corporate typeface is used in all Audi communi-cationmediaprovidedthisistechnicallyfeasible.ATrueTypeversion of the typeface has been developed for use in Office applications.Itisavailableinthefourmostimportantstyles:AudiTypeExtendedBold,AudiTypeExtendedNormal,AudiTypeBoldandAudiTypeNormal.

The lining figures for tables are saved as standard in the TrueTypecharactersetasthisisusedfortablesinExcel.

In addition to the languages based on the Latin alphabet, thecurrentTrueTypeversion(v03.05)coversModernGreekand(Asian)Cyrillic.Acompletelistofsupportedlanguagescan befoundonpage4.AudiTypecannotbeusedine-mailcommu-nicationsfortechnicalreasons.Thesystemtypeface,Arial,isthereforeusedinthiscase.

Asfarastechnicallyfeasible,AudiTypeisusedindigitalmedia.Onwebsites,forexample,headlinesareintegratedaspicturefilesusingAudiTypeExtended.

Besides technical limitations, in digital media it may be neces-sarytouseanalternativetypefacetoensurelegibility.Inthiscase,AudiTypeisreplacedbythesystemtypefaceVerdana.Inspecificexceptionalcases,theTahomatypefacemaybeusedforverysmalltypesizes.Furtherinformationcanbefoundinthe“DigitalMedia”guideline.

Note:If typography is integrated as a picture file, only the Audi Type typefacefamilyisused.

4.0 AudiTypeinTrueTypeformat

5.0 TheInternetanddigitalmedia

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In addition to Latin characters, the latest version of Audi Type (OpenType:v03.2,TrueTypev03.05)includesallCyrillic,AsianCyrillicandModernGreekcharacters.Acompletelistofsup-portedlanguagescanbefoundonpage4.

Activatingcountry-specificcharacters

ActivationinWindowsSelect“ControlPanel”inthe“Start”menuandclickthe“RegionalandLanguageOptions”menuitem.Inthe“Lan-guages”tab,select“Details”.Inthe“Settings”tab,itisnowpossible to add additional language settings and activate them inthepull-downmenu.Theselectedlanguagescanalsobedeletedinthesamewindow.Itisnowpossibletochangebetweentheactivatedlanguagesinthetaskbar.

ActivationinMacOSXInthe“Apple”menu,select“SystemPreferences”andthen“International”.Clickthe“Inputmenu”tab.Inordertodisplaythe given character palette for the selected language, click in the“On”boxnextto“CharacterPalette”attheverytopofthecountrylist.Nowclickonthelanguageyouwishtoselectforthecharacterpalette.The“Showinputmenuinmenubar”optionshouldnowbeactivated.Ifyounowrequirethecharac-ter palette in a different language, select the relevant flag in themenubar.Thesamemenucanalsobeusedtodisplaythecharacterpalette.

6.0 AudiTypecharactersinnon-Latinalphabets

ЀЁЂЃЄЅІЇЈЉЊЋЌЍЎЏАБВГДЕЖЗИЙКЛМНОПРСТУФ

ХЦЧШЩЪЫЬЭЮЯабвгдежзийклмнопрстуфхцчшщ

ъыьэюяѐёђѓєѕіїјљњћќѝўџѲѳҐґҒғҖҗҘҙҚқҜҝҠҡҢңҪ

ҫҮүҰұҲҳҶҷҸҹҺһӁӂӘәӢӣӨӮӯΆΈΉΊΌΎΏΐΑΒΓΔΕΖΗΘ

ΙΚΛΜΝΞΟΠΡΣΤΥΦΧΨΩΪΫάέήίΰαβγδεζηθικλμνξοπρς

στυφχψωϊϋόύώ΄΅

Displayingthecharactersinthegraphicsapplications AdobeInDesignandAdobeIllustratorRegardlessoftheselectedlanguagesetting,inprofessionalgraphics applications it is possible to access all characters con-tainedinanOpenTypecharactersetasfollows:inthe“Font”menuitem,gotothesub-item“Glyphs”.Allcharactersinthecharacter set can be displayed in this window in the given styles.Thisisparticularlyconvenientforselectingindividualcharacters.Fortextsinanon-Latinalphabet,itispossibletochangetootherlanguageandcountrysettingsasdescribed.

OverviewofallCyrillic,AsianCyrillicandModernGreekcharacters

12


7.1 SimplifiedChineseTheChinesetypefacedoesnothaveaseparate“Extended”typestyle.Forthisreason,onlytwotypedesignsareusedinChinesetextmatter.Forheadlines,theappearanceofanExtendedtypedesignisachievedbyscaling(stretching)thewidthofthetypeto120intheFontmenu. Depending on the given system requirements, the character setsmaybeobtainedasTrueTypeorOpenTypeversions.

DFpheiW5-GB(TrueType)andDFpheiStdW5(OpenType)correspondtoAudiTypeintheNormalandExtendedtypedesignsrespectively(width:120%).

DFpheiW9-GB(TrueType)andDFpheiStdW9(OpenType)correspondtoAudiTypeintheBoldandExtendedBoldtypedesignsrespectively(width:120%).

7.2 japaneseTheJapanesetypefacealsodoesnothaveaseparate“Extended”style.Forthisreason,onlytwotypedesignsareusedinJapanesetextmatter.

DFphSGothic-W3(TrueType)correspondstoAudiTypeintheNormalandExtendedNormaltypedesigns.

DFphSGothic-W7(TrueType)correspondstoAudiTypeintheBoldandExtendedBoldtypedesigns.

OrdersThese two Asian typefaces may be obtained as TrueType and OpenTypeversionsfromthesupplier“dynalab”(www.dynalab.com).TheTrueTypeversionsmaybedownloadeddirectlyfromtheonlineshop.IfyouwouldliketoordertheOpenTypefonts,pleasecontactthesupplier’sSalesDepartment:

[email protected].+8522866-3560Fax+8522865-3308

Note:In all cases, these typefaces may only be used for the given country-specifictextmatter.ThecharactersoftheLatinalpha-bet it contains are never used as a substitute for Audi Type!

7.0 Languagesthatarenotsupported

13


7.3 KoreanTheKoreantypefacedoesnothaveaseparate“Extended”typestyle.Forthisreason,onlytwotypedesignsareusedinKoreantextmatter.

hYGothicBold(Korean)correspondstoAudiTypeintheNormaltypedesign.

hYGothicExtraBold(Korean)correspondstoAudiTypeintheBoldtypedesign.

OrdersTheKoreantypefacemaybeobtainedasaTrueTypeversionfromsuppliersincluding“ascenderfonts”(www.ascenderfonts.com).

Note:In all cases, this typeface may only be used for the given coun-try-specifictextmatter(Korean).ThecharactersfromtheLatinalphabet and other Asian characters it contains do not replace eitherAudiTypeorthealternativetypefacesforChinese/Japa-nese!

14


Audi owns all licensing rights to the new typeface: it can be used globally for all Audi communication media and down-loadedfreeofchargeviatheAudiCDPortal.Pleasenotethatyoumustaccepttheconditionsofusebeforedownloading.

More information on the use of the Audi typefaces can also be found in the Audi CD Portal on the Internet:

URL:www.audi.com/cdUser name: audiuserPassword: marketingArea:“Basicelements|Typography”

Responsibleforcontent:AUDI AGI/VS-22Corporate Identity85045Ingolstadt Germany

Note:The reproduction of colours may vary depending on the outputdeviceused.Thecoloursoftheillustrationsarenot binding, and in some cases illustrations are shown reducedorenlarged.

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