- Audi again honored as strongest brand for communication design
- Nine red dot awards for communication services go to the brand with the four rings
- red dot initiator Prof. Peter Zec: “Audi combines variety with consistently high design standards”
Audi stands for superb design not just with regard to automobiles: In this year’s prestigious red dot awards, the premium manufacturer won the category “red dot: client of the year” in the area of communication design for the second time in a row. This special cross-sector prize was awarded for the first time last year. The Design Zentrum Nordrhein-Westfalen awards it to the brand whose communication is characterized by particularly outstanding design. And Audi was able to repeat another success from last year: Together with its design agencies, the brand took nine of the prestigious red dot design awards – more than any other company in the contest.
The award as the best client is presented by an international jury of design experts. They were impressed by how Audi implements its particularly wide range of communication services with consistently high design standards: “Audi stands for quality and variety, from the trade fair stand through to installation in the public domain. It works with the most creative minds in the industry while remaining unique and incomparable,” says Prof. Peter Zec, initiator and CEO of red dot.
Further confirmation of Audi’s successful work with strong associates: nine red dot awards, divided between seven commissioned design agencies, for outstanding communication services – from the print campaign to the brand’s appearance at the Consumer Electronics Show in Las Vegas.
The particularly prestigious award “red dot: best of the best” went to two exceptional projects. “Qube 3”, a temporary cube-shaped building, translates the characteristics of the new Audi Q3 into a spectacular spatial experience. And for the installation “Outrace”, Audi took eight robotic arms from its production halls and installed them right in the middle of Trafalgar Square in London. Using LED light trails, these robotic arms then wrote messages in the sky which visitors had previously sent via smartphone. “Audi is the progressive premium brand. And in our communication, too, we want to surprise people time and again, in order to create exciting new insights into the four rings – while always remaining unmistakably Audi,” emphasized Lothar Korn, Head of Marketing Communications at AUDI AG.
Audi will receive the prize honoring it as “client of the year” at the “red dot gala” on October 7 in Berlin. The red dot awards for the design agencies who work for Audi will be presented on the same date. All of the winning efforts will then be on display as part of the special exhibition “Design on stage – winners red dot award: communication design 2011” until October 16 at the Alte Münze event location in Berlin. The best of the 6,468 entries in the contest will also be published in the “international yearbook communication design 2011/2012”.
The red dot design award has been presented since 1955 to creative minds all around the globe, and is awarded by the Design Zentrum Nordrhein-Westfalen in the individual disciplines of product design, communication design and design concept. The nominees for the award, which is a renowned seal of quality for outstanding design, come from a wide variety of industries and segments, from furniture manufacturers to research centers. Audi has already impressed the international jury on several occasions since the communication design category was newly established in 1993: In the past ten years alone, 58 red dot awards have gone to the brand with the four rings in this category.