Audi’s new socially distanced logo misses the mark
Reimagined design sends a mixed message.
Brands are responding to coronavirus in various ways, from offering free services to reminding people of the importance of social distancing. One trend that has emerged out of the latter is socially distanced versions of brand logos, with car manufacturer Audi the latest to join in.
Posting a simple animation to its Twitter page, Audi's new socially distanced logo sees its usually interlocked rings (representing four manufacturers which merged in 1932) disconnecting, accompanied by the words 'keep distance'. The rings aren't exactly observing the two-metre rule, but the message is clear enough. But then things get a little confusing as the rings join back together, with text underneath that reads 'stay together'.
Stay at home, keep your distance, stay healthy, support each other – we are in this together. As a global company and a global community, our highest priority is to identify any opportunities to #FlattenTheCurve. Stay safe. pic.twitter.com/uwsW2JbhEuMarch 20, 2020
We can see what Audi is trying to do. The idea, we think, being that if we observe social distancing rules, we will one day come back together and be closer than ever. Kudos to the brand for helping to try and spread the 'stay safe' message, however, in terms of encouraging people to remain distant from each other, it misses the mark somewhat.
The animation ending after the rings disconnecting would have been a much clearer, more powerful message. Or maybe, as Twitter user @opiniontweets_ suggests, slightly different wording?
"Keep distance" that's fine, And I think it should be "Fight Together" than "Stay Together".March 22, 2020
Audi isn't the only car brand trying to promote social distancing. Volkswagen posted a similar clip to is YouTube channel, showing its famous V and W going their separate ways.
Here's hoping brands are creating these new campaigns with the sole intention of promoting social distancing. However we can't help but think their time and money might be better spent looking at other ways to help the world deal with this crisis.
Maybe they could follow the lead of the creative community, which has come out in force in support of each other. Don't miss our roundup of free online resources for artists and designers that are being offered amid the Covid-19 outbreak.
Get the Creative Bloq Newsletter
Daily design news, reviews, how-tos and more, as picked by the editors.
Read more:
Thank you for reading 5 articles this month* Join now for unlimited access
Enjoy your first month for just £1 / $1 / €1
*Read 5 free articles per month without a subscription
Join now for unlimited access
Try first month for just £1 / $1 / €1
Kerrie Hughes is a frequent contributor to Creative Bloq, and was once its editor. One of the original CB crew, Kerrie joined the team back in 2013 after moving from her role as staff writer on 3D World. Since then she's written regularly for other creative publications such as ImagineFX, Computer Arts and Digital Camera World. After a stint working for the police, Kerrie is back reviewing creative tech for creative professionals.