Zakaj so v Audijevem logotipu štirje krogi?

Logotip? Seveda! Tudi o tem so razmišljali ustanovitelji podjetja Auto Union AG ob njegovem nastanku pred skoraj 90 leti. Preberite, kako so štiri podjetja najprej postala štirje krogi, nato pa še globalna blagovna znamka AUDI AG in še - zakaj je risanje v pesku tako pomembno pri oblikovanju logotipov?

12.05.2020 Avtor: Audi Team  Fotografije: Arhiv Audi

Grafika štirih logotipov firm, ki so postale Audi

»Dober logotip je tisti, ki ga lahko z nogo narišeš v pesek,« je nekoč dejal slavni grafični oblikovalec in tipograf Kurt Weidemann (1922 – 2011). Logotip naj bo jasen in preprost, hkrati pa zapomnljiv in domiseln – njegove besede bi lahko bile napotek oblikovalcem pred davnimi 90 leti. Leta 1932 so se namreč pod imenom Auto Union AG združili štirje nemški proizvajalci vozil Audi, DKW, Horch in Wanderer in se kasneje preimenovali v Audi AG. Podjetje je potrebovalo logotip in nastali so štirje prepleteni krogi.

 

 

Štirje postanejo eno: zgodovina štirih krogov

Vrnimo se na začetek; v 19. stoletje, ko se začne zgodovina znamke Audi. Leta 1899 je inženir strojništva August Horch ustanovil podjetje August Horch & Cie, ki je sprva izdelovalo dvovaljne, nato pa štirivaljne avtomobile. Leta 1909 se je sprl z upravnim odborom, zato je podjetje zapustil in še istega leta ustanovil novo.

Ker je bilo ime Horch zasedeno in ga ni smel uporabiti, ga je prevedel v latinščino ('audi' v latinščini tako kot 'horch' v nemščini pomeni 'poslušaj'). Leta 1910 je na trgu predstavil prvi avtomobil svoje nove znamke. Audi je pozornost pritegnil s tremi zaporednimi zmagami na eni najbolj zahtevnih dirk tistega časa, mednarodnem avstrijskem alpskem reliju, med letoma 1912 in 1914.

Podjetje Wanderer se je razvilo iz popravljalnice koles. Kasneje so kolesa začeli tudi izdelovati, kmalu nato pa še motorje. Leta 1913 je podjetje naredilo prvi manjši avtomobil, znan po imenu Püppchen ('Punčka').

Četrto podjetje je bilo DKW, eden največjih proizvajalcev motornih koles tedanjega časa. Danski ustanovitelj Jörgen Skafte Rasmussen je leta 1916 neuspešno poskušal izdelati avto na parni pogon (Dampfkraftwagen – DKW), zato je začel razvijati dvotaktne motorje. Nekaj let kasneje je podjetje DKW postalo eden najpomembnejših predvojnih proizvajalcev motornih koles, leta 1928 pa so pri DKW začeli izdelovati tudi avtomobile.

“We only create things that can become real in some form. The technology has to exist to make the concept feasible.”

Christian Bolognesi, Italdesign spokesman

The Pop.Up Next concept doesn’t herald a flying car per se, but a self-driving, self-flying, fully autonomous, electric-powered taxi. It’s designed to operate on a multi-mode principle. Two passengers sit in a capsule, which, for driving purposes, is attached to a four-wheel ground module that is also electric-powered and fully autonomous. For flight mode, the capsule is autonomously detached from the ground module, then attached to an eight-rotor air module or drone capable of vertical take-off.

Vozilo Audi iz preteklosti. Črno bela slika v Londonu.

Svetovna gospodarska kriza stke močne vezi: ustvarjen je Audijev logotip

Leta 1928 je s prihodom svetovne gospodarske krize upadlo tudi povpraševanje po avtomobilih. Štiri uspešna podjetja so se nenadoma znašla v finančnih težavah. Deželna banka Saške jim je kot rešitev predlagala združitev in nastalo je podjetje Auto Union AG, takrat drugi največji proizvajalec avtomobilov v Nemčiji po številu izdelanih vozil. Iz njega se je razvil predhodnik današnjega Audi AG.

Kako se je Audijev logotip spreminjal skozi leta?

Simbol štirih krogov se je prvič pojavil ob nastanku družbe Auto Union. Kmalu za tem ga je v ospredju prekril napis Audi, najprej v rjavi, nato v rdeči barvi. Po letu 1978 je blagovno znamko predstavljal črn oval z belimi črkami.

Video title

On board with Angus

“The aeronautical-inspired seatsfeature netting that adjusts to each passenger’s shape.”

Nicolas Bussetti, Designer, Italdesign

The concept certainly appears cool and suitably futuristic, both from outside and inside the ultra-minimalist cabin. My details and my ‘journey’ have already been pre-registered on an app on my smartphone and, as I settle into the seat, I’m recognised and welcomed aboard by PIA, my speaking Personal Intelligent Assistant. The seats certainly feel comfortable, and, currently, there’s sufficient space behind them to hold a couple of small bags, although it’s possible the flying taxi will be smaller in size when it reaches production. The ‘dashboard’ in front of me is one large screen that incorporates augmented-reality technology and enables me to highlight icons simply by moving my eyes


By pressing on a small touchpad mounted between the seats, I can then choose the ambient-lighting theme I desire, and the type of music I wish to listen to through the speakers built into the headrests. Naturally, there is plenty of glass area to provide occupants with a fine view as they soar over the city, although the floor below my feet is not transparent – and deliberately so, as Nicolas points out: ‘We wanted to create an open environment that enables passengers to enjoy the experience, but we also wanted to ensure they felt safe and weren’t frightened.’

small text

heading

text

button

Tovorno vozilo zapušča dovoz na Audi union tovarne. Črno bela slika

Podjetje in njegovi izdelki si ime ponovno delijo od leta 1985, ko se je Auto Union preimenovali v Audi. V devetdesetih se je ingolstadtsko podjetje odločilo za obuditev logotipa s štirimi krogi, tokrat v tridimenzionalni izvedbi.

Pred kratkim so bili oblikovalci postavljeni pred nov izziv: oblikovanje logotipa, ki ne bo izgledal dobro le na papirju, ampak tudi na spletu. Odločili so se za poenostavitev, zato so leta 2016 tridimenzionalni krogi postali dvodimenzionalni.

Logotip mora pustiti vtis in biti prepoznaven. Audiju je to uspelo z najbolj slavnimi krogi na svetu – poleg olimpijskih, seveda. In, mimogrede, vsak otrok bi ga znal narisati v pesek, pa naj bo v dveh ali treh dimenzijah.

One of the big problems we’ll have is acceptance.

Massimo Martinotti, head of mobility solutions, Italdesign

small text

heading

text

button

The journey is the reward

The company has already conducted a flight in public, at Drone Week in Amsterdam last year – but using a 1:4 scale model. The flight module accurately placed a passenger capsule on the ground module, which then drove from the test grounds autonomously. This proved the effectiveness of the Airbus coupling system and its locking and latching functionality. The air module currently rests on legs to make docking easier, but it’s envisaged that such legs would not be required by the time the concept reaches production.

To make the project with full-sized versions viable, more powerful batteries than those that exist today would be required, and Airbus is currently working on developing such technology. Noise is another issue, and reduction of the high-pitched whirring familiar to anyone who has witnessed even a small drone in flight is being sought. Italdesign is working with Audi to develop battery and electric-motor technology for the ground module – an area in which Audi’s engineers have already proven highly competent, as the recent launch of the e-tron SUV testifies. Therefor an Audi engineer is also based with the Italdesign team in Italy.

small text

heading

text

button

“It’ll take a while for the drones to arrive in great numbers – maybe by 2030.”

Massimo Martinotti, head of mobility solutions, Italdesign

So, let’s assume that the technology can be developed to make the flying taxi operate safely, all legislative issues can be successfully resolved, and the public is happy not only to travel in such a vehicle but also to live in a city with them flying overhead. How might it all work in practice, and by when might it happen? ‘It’ll take a while for the drones to arrive in great numbers – maybe by 2030,’ explains Massimo. ‘We estimate that there could be 200,000 to 300,000 of them in operation all over the world by then, and several thousand could be deployed in a city like London. We envisage that, to start with, they’d operate in strict air corridors only, perhaps flying from the airport and landing on a tower downtown. But, in the long term, it may be possible to open up the sky and give them more freedom.’


While the current model is being designed to have a short, cross-city range, Massimo surmises that, as technology advances, it may even be possible for longer journeys to be undertaken. Massimo however is convinced the flying taxi will become a reality and is clearly very much looking forward to taking a flight in it. ‘After all,’ he adds with a smile, ‘humankind has always had the dream of taking to the sky, right back to the time of Leonardo da Vinci and his flying machines.’

 

 

Video title

Quote

 

 

Video title

small text

heading

text

button

Staro vozilo Audi slikano od spredaj.
Priblizek starega Audi logotipa.

2020-01-AudiLab_newsletter_01
2020-01-AudiLab_newsletter_01

Novičnik

AudiLab Slovenija

Enkrat mesečno iz naše online revije AudiLab Slovenija pripravljamo izbor zanimivih člankov o inovacijah, e-mobilnosti, trajnostnem razvoju, doživetjih, življenjskem slogu, Audi športu in posebnih ponudbah iz našega prodajnega programa. Naročite ga v svoj e-nabiralnik.

Naročam novičnik