Audi unveils design for Formula 1

115 days before its first race in Formula 1, Audi provided a preview of the company’s presence in the pinnacle of motorsport at its Brand Experience Center in Munich. Just like in future production models, Audi will bring uncompromising clarity to the racetrack and beyond.

• Audi R26 Concept previews the brand’s Formula 1 identity
• Uncompromising clarity on and off the racetrack
• CEO Gernot Döllner: “Entering Formula 1 is the next chapter in the company’s renewal”

“By entering the pinnacle of motorsport, Audi is making a clear, ambitious statement,” says Audi CEO Gernot Döllner. “It is the next chapter in the company’s renewal. Formula 1 will be a catalyst for the change towards a leaner, faster and more innovative Audi.” According to Döllner, Audi is entering the racing series with an ambitious yet realistic roadmap: “We are not entering Formula 1 just to be there. We want to win. At the same time, we know that you don’t become a top team in Formula 1 overnight. It takes time, perseverance and tireless questioning of the status quo. By 2030, we want to fight for the World Championship title.”

The Formula 1 team will spearhead Audi’s new brand identity
The Audi R26 Concept is a clear statement and provides a preview of the color scheme and design of the brand’s first Formula 1 race car, which will be unveiled in January. This visual identity is based on the recently introduced design philosophy and its four design principles: clear, technical, intelligent and emotional. “We are implementing a unifying design language that draws together every aspect of our organization,” says Audi Chief Creative Officer Massimo Frascella. “This makes the Formula 1 project a pioneer for the new brand identity, which will be rolled out in the future both for the F1 team and Audi as a whole.”

The R26 Concept is one of the first expressions of the brand’s new visual identity. Minimalist graphic surfaces, defined by precise geometric cuts, integrate seamlessly with the racing car’s geometry. The color palette features titanium, carbon black and the newly introduced Audi red. As part of this identity, Audi will also sport red rings, used selectively to underscore its Formula 1 presence.



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