Why You Should Take A Digital-First Approach To Branding?
Digital agencies understand how to make a brand’s visual identity work in today’s multi-screen, multi-channel world. Brands must ensure they go digital-first so that their standards stay consistent.
“Visual appearance is no longer a static structure: it’s a living interface that interacts with human beings.”
Audi is one of the latest big brands that has taken on the digital-first approach. They launched their new guidelines on the site which covers everything from basic appearance, through to user interface, and communication media. The guide states that they want the brand to breathe more freely and adopt a new perspective… in other words, digital.
Audi’s new identity features a stripped-back redesign of the long-standing “four rings” Audi logo. The logo is now a flat graphic set in either black or white and is used without the brand name underneath it.
Space rules and responsive behaviour has been fully detailed using a flexible grid and wire-frame system.
Line-drawn icons have been incorporated to represent content on the website and the app. This is to represent different functions on the digital screens within cars.
Every detail down to button behaviour, as well as banner animations, have been thoroughly detailed. The physical movement of Audi cars has also been used to inform the movement of animated content used on digital interfaces within cars and in brand films.
Stats To Back It Up
The overall customer experience along with the sharing of that experience are what defines a brand. A study commissioned by Lithium Technologies found that 27% of 1,000 surveyed adults listed digital communication via a website, blog or social channels as their preferred method of communication with brands.
“The high-stakes expectations of brands are now what keeps chief marketing and brand officers up at night.” Forbes