As we gaze upon the sleek lines of Audi's latest creations, it's hard not to wonder if the brand is taking a bold new direction or simply revisiting its rich past. The answer lies in the company's new design philosophy, which seeks to balance clarity, technical precision, and emotional resonance. At the forefront of this movement is Massimo Frascella, Audi's chief creative officer, who has brought a new level of restraint and discipline to the brand's design language. Frascella's approach is rooted in Audi's German heritage, which values simplicity and precision. "Audi is global, but by nature German," he explains. "When brands try to appeal to everyone, they lose the essence of what they are." By embracing this identity, Audi is able to create designs that are both recognizable and emotionally resonant. The Concept C, Audi's latest creation, is a prime example of this philosophy in action. The car's clean ...
As we gaze upon the sleek lines of Audi’s latest creations, it’s hard not to wonder if the brand is taking a bold new direction or simply revisiting its rich past. The answer lies in the company’s new design philosophy, which seeks to balance clarity, technical precision, and emotional resonance. At the forefront of this movement is Massimo Frascella, Audi’s chief creative officer, who has brought a new level of restraint and discipline to the brand’s design language.
Frascella’s approach is rooted in Audi’s German heritage, which values simplicity and precision. “Audi is global, but by nature German,” he explains. “When brands try to appeal to everyone, they lose the essence of what they are.” By embracing this identity, Audi is able to create designs that are both recognizable and emotionally resonant.
The Concept C, Audi’s latest creation, is a prime example of this philosophy in action. The car’s clean lines, solid metal feel, and subtle use of Audi’s iconic four rings all contribute to a design that is both technical and emotional. Frascella’s team has developed a new written expression for the design philosophy, which he describes as “clear,” “technical,” “intelligent,” and “emotional.” “Rationality turns into emotion,” he says.
One of the most striking aspects of the Concept C is its interior, which features a small screen area and lovely materials. Frascella emphasizes the importance of tactility and the perception of quality, arguing that big screens are not the best experience. “It’s technology for the sake of technology,” he says. “For us, technology is there when you need it, not there when not needed.”
The Concept C also represents a return to Audi’s roots in aerodynamics, which has always been a key aspect of the brand’s design language. Frascella notes that the foundation of any design is proportions, and that a car needs to be efficient and premium in its execution. “You cannot compromise on the foundations of the design,” he explains.
As we look to the future, it’s clear that Audi’s design revolution is just beginning. With the Formula One car and the Concept C leading the way, the brand is poised to create a new generation of designs that are both technically precise and emotionally resonant. Whether it’s the bold new direction of the F1 car or the return to a bold older direction, one thing is certain: Audi’s design philosophy is back, and it’s better than ever.
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