The Audi exclusive typeface

Transcription

1 The Audi exclusive typeface Corporate Design Guideline Basic elements Typography As at: 10/2011

2 Contents Introduction 3 Audi Type 3 Typeface design The Audi Type family 4 Overview of supported languages Audi Type Extended Audi Type Basic rules of Audi typography Audi Type in OpenType format Currency symbols 8 Overview of all characters in the Latin alphabet, special characters and ligatures Figures Audi Type in TrueType format The Internet and digital media Audi Type characters in non-latin alphabets Activating country-specific characters 11 Overview of all Cyrillic, Asian Cyrillic and Modern Greek characters Languages that are not supported 7.1 Simplified Chinese Japanese Korean 13 Downloads 14 General information 14 2

3 Introduction Audi Type Audi Type gives us a corporate typeface that has been designed exclusively for us. It is a typographical interpretation of the brand values. Audi Type is used for all Audi communication media and may be obtained free of charge via the Audi Cor porate Design Portal. 3

4 Typeface design Corporate Design Typography AUDI AG 10/ The Audi Type family Audi Type is a comprehensive typeface family and comprises eight styles: Audi Type Extended has a wide character space and is used for logotypes and headlines. It is available in the Normal, Bold, Normal Italic and Bold Italic styles. The narrower Audi Type is used for copytext and all other applications. It too is available in the Normal, Bold, Normal Italic and Bold Italic styles. The eight Audi Type typeface styles Audi Type Extended Bold Audi Type Extended Bold Italic Audi Type Bold Audi Type Bold Italic Overview of supported languages Audi Type Extended Normal Audi Type Extended Normal Italic Audi Type Normal Audi Type Normal Italic Audi Type is available as an OpenType typeface in all styles for use across all platforms (Audi Type v03.2). A TrueType version of the typeface has also been developed specifically for use in Office applications (Audi Type v03.05). It is available in the four main styles Audi Type Extended Bold, Audi Type Extended Normal, Audi Type Bold and Audi Type Normal. Languages using or based on the Latin alphabet Afrikaans, Albanian, Basque, Bosnian, Breton, Catalan, Cornish, Croatian, Czech, Danish, Dutch, English, Estonian, Faroese, Finnish, French, Frisian, Friulian, Gagauz (Latin script), Galician, German, Hungarian, Icelandic, Indonesian, Irish, Italian, Karelian, Kurdish, Ladin, Latvian, Lithuanian, Maltese, Manx Gaelic, Moldovan, Norwegian, Polish, Portuguese, Rhaeto-Romanic, Romanian, Saami, Scottish Gaelic, Serbian, Slovakian, Slovenian, Sorbian, Spanish, Swahili, Swedish, Turkish, Turkmen (Latin script) Whether OpenType or TrueType, as well as the letters of the Latin alphabet, both formats contain all characters for Modern Greek and most (Asian) Cyrillic characters. This means that Audi Type can be used for all communication measures worldwide, with only a few exceptions (China, Japan, Korea, Israel and the Arabic-speaking nations). Supported languages that do not use the Latin alphabet (please see section 6 for further information) Abyssinian, Adyghe, Avar, Azerbaijanian (Cyrillic script), Bashkir, Belarusian, Bulgarian, Buryat, Chechen, Dargwa, Dungan, Ingush, Kabardinian, Kalmyk, Karakalpak, Kazakh, Kumyk, Kyrgyz, Lak, Lezgian, Macedonian, Modern Greek, Mongolian, Mordvinian, Nanaish, Nogai, Russian, Serbian, Tabasaran, Tajik, Tatar (Cyrillic script), Tati, Turkmen (Cyrillic script), Tuvan, Ukrainian, Uyghur (Cyrillic script), Uzbek (Cyrillic script) Audi S54 Q7 R8 TT A3 A5 A6 A8

5 1.1 Audi Type Extended The Extended typeface with its wide character spacing defines the visual identity of the Audi brand. It is therefore used in all communication media for the following elements: Headlines are always typeset in Audi Type Extended. All Audi logotypes are typeset in Audi Type Extended. For logotypes such as Audi Bank, the red brand name Audi is always typeset in Audi Type Extended Bold, and the business unit is always typeset in Audi Type Extended Normal (in black or in white in negative versions). This characteristic typeface is to become a further recognition element. A guideline on creating logotypes is available in the CD Portal under Audi logotypes. Audi Type Extended Normal a b c d e f g h i j k l m n o p q r s t u v w x y z a b c d e f g h i j k l m n o p q r s t u v w x y z à á ä è é ë ğ ì í ï ı ò ó ö ß ù ú ü ý ÿ À Á Ä È É Ë Ğ Ì Í Ï İ Ò Ó Ö Ù Ú Ü Ý Ÿ!?,. : ; " ' ( ) [ ] _- fi fl & % + = Audi Type Extended Bold a b c d e f g h i j k l m n o p q r s t u v w x y z a b c d e f g h i j k l m n o p q r s t u v w x y z à á ä è é ë ğ ì í ï ı ò ó ö ß ù ú ü ý ÿ À Á Ä È É Ë Ğ Ì Í Ï İ Ò Ó Ö Ù Ú Ü Ý Ÿ!?,. : ; " ' ( ) [ ] _- fi fl & % + = Audi Type Extended Normal Italic a b c d e f g h i j k l m n o p q r s t u v w x y z a b c d e f g h i j k l m n o p q r s t u v w x y z!?,. : ; " ' fi & % Audi Type Extended Bold Italic a b c d e f g h i j k l m n o p q r s t u v w x y z a b c d e f g h i j k l m n o p q r s t u v w x y z!?,. : ; " ' fi & % System for Audi logotypes Audi driving experience Audi Bank Sample application Bisher erlebte man Leistung. Jetzt spürt man Leidenschaft. Das Audi A5 Cabriolet. Freiheit bekommt am Steuer des Audi A5 Cabriolet eine völlig neue Bedeutung. Viele Möglichkeiten stehen Ihnen offen. Agilität und Komfort ergänzen sich und machen aus jedem Moment einen kostbar 5

6 1.2 Audi Type Audi Type is a well-structured sans serif typeface. With its narrower spacing, it is suited to a wide range of applications, even where space is limited. The Audi Type Normal style is used for copytext, Audi Type Bold for sub-headlines. Audi Type Normal and Bold are also used for all other information levels with larger volumes of text, e.g. picture captions, footnotes, tables, etc. The Italic styles may be used for emphasis in copytext or for sub-headlines, for example. Audi Type Normal Audi Type Normal Italic a b c d e f g h i j k l m n o p q r s t u v w x y z a b c d e f g h i j k l m n o p q r s t u v w x y z à á ä è é ë ğ ì í ï ı ò ó ö ß ù ú ü ý ÿ À Á Ä È É Ë Ğ Ì Í Ï İ Ò Ó Ö Ù Ú Ü Ý Ÿ!?,. : ; " ' ( ) [ ] _- fi fl & % + = Audi Type Bold Audi Type Bold Italic a b c d e f g h i j k l m n o p q r s t u v w x y z a b c d e f g h i j k l m n o p q r s t u v w x y z à á ä è é ë ğ ì í ï ı ò ó ö ß ù ú ü ý ÿ À Á Ä È É Ë Ğ Ì Í Ï İ Ò Ó Ö Ù Ú Ü Ý Ÿ!?,. : ; " ' ( ) [ ] _- fi fl & % + = a b c d e f g h i j k l m n o p q r s t u v w x y z a b c d e f g h i j k l m n o p q r s t u v w x y z fi & % a b c d e f g h i j k l m n o p q r s t u v w x y z a b c d e f g h i j k l m n o p q r s t u v w x y z fi & % Sample application Freiheit bekommt am Steuer des Audi A5 Cabriolet eine völlig neue Bedeutung. Viele Möglichkeiten stehen Ihnen offen. Agilität und Komfort ergänzen sich und machen aus jedem Moment einen kostbaren Augenblick. Sie brauchen nur zu genießen. Klimaautomatik Hervorragendes Klima bleibt auch nach dem Schließen des Verdecks erhalten: Die intelligente Klimaautomatik merkt sich sowohl bei offenem als auch bei geschlossenem Verdeck die vorgewählte Temperatur und stellt sich Geteilt umklappbare Rücksitzlehne Raum wird im Audi A5 Cabriolet in jeder Hinsicht exzellent genutzt. Die geteilt umklappbare Rücksitzlehne mit Fernentriegelung macht es einfach, lange Gegenstände zu verstauen. 6

7 2.0 Basic rules of Audi typography The Audi design principle of asymmetry is also fundamental in typographical design. This applies to both the overall layout and the design of individual elements. Text is never aligned centrally or centred. Words may not be written entirely in uppercase letters, the only exception being AUDI AG. Type should not be set in the form of a shape or along a curved line. Audi typography is preferably in black or white. The type colour chosen should offer the maximum contrast to the background. Text aligned to middle TYPE IN ALL CAPS Type set in the form of a shape. Lorem ipsum dolor sit amet, co elit, sed dia ipsum. Fully justified text Lorem ipsum dolor sit amet, consectetuer adipiscing Headlines Headlines are normally typeset flush-left, but may also be staggered (maximum of three lines). Audi Type Extended is used exclusively in this case. Copytext Copytext is preferably flush-left and ragged. In printed media, Audi Type is used for this purpose. Two-line indented headline Copytext is flush-left and ragged. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed. Headline in white Copytext is flush-left and ragged in white on a dark background. Lorem ipsum dolor sit amet. Figures Audi Type includes proportional lining figures and lining figures for tables. Lining figures for tables are used in tables. Fuel consumption in l/100 km: City Proportional lining figures Lining figures for tables Detailed specifications for many different applications (brochures, advertisements, business stationery etc.) can be found in the relevant guidelines in the Corporate Design Portal. DTP Headline Logotypes Typefaces Audi Type Extended Bold Preferably flush-left, optionally staggered Audi Type Extended Normal Copytext Audi Type Normal Flush-left in ragged paragraphs 7

8 3.0 Audi Type in OpenType format Audi Type OpenType is a cross-platform application and can be used both on Macintosh and on Windows PCs. OpenType-compatible applications (e.g. InDesign, Illustrator CS, Photoshop CS, QuarkXPress 7.3.1) are required to use the OpenType font. Besides standard characters in the Latin alphabet and all accentuated characters, the typeface file contains the characters for Modern Greek and Cyrillic languages. This means that individual language versions (character encodings) of the typeface are no longer required. Typesetting is facilitated by integrated special characters such as ligatures, fractions and superscript figures. Currency symbols Euro $ Dollar Cent Pound Yen Currency Baht (Thailand) Cedi (Ghana) Colon (Costa Rica, El Salvador) Dong (Vietnam) Guarani (Paraguay) Hryvnia (Ukraine) Kip (Laos) Lira (Lebanon, Syria) Naira (Nigeria) New Shekel (Israel) Peso (Philippines, Cuba) Rupee (India, Pakistan etc.) Tugrik (Mongolia) Won (Korea) Overview of all characters in the Latin alphabet, special characters and ligatures a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z ¹ ² ³ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ⁰ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉ ₀ ¼ ½ ¾ ⅓ ⅔ ⅕ ⅖ ⅗ ⅘ ⅙ ⅚ ⅛ ⅜ ⅝ ⅞ % á â à ä å ã æ ā ă ą ć č ĉ ċ ç ď đ ð é ê è ë ě ē ė ę ĕ ğ ģ ĝ ġ ĥ ħ í î ì ï ı ĭ ī į ĩ ij ĵ ȷ ķ ĺ ļ ł ŀ ľ ń ň ņ ñ ʼn ó ô ò ö õ ō ő ŏ ø œ ŕ ŗ ř ß ś ş ș š ŝ ť ţ ŧ ú û ù ü ū ů ű ų ũ ŭ ẁ ẃ ŵ ẅ ý ŷ ỳ ÿ ź ż ž þ Á  À Ä Å Ã Æ Ā Ă Ą Ć Č Ċ Ĉ Ç Ď Ð É Ê È Ë Ě Ē Ė Ę Ĕ Ğ Ģ Ĝ Ġ Ĥ Ħ Í Î Ì Ï Ī İ Į Ĩ Ĭ IJ Ĵ Ķ Ĺ Ľ Ļ Ł Ŀ Ń Ň Ņ Ñ Ó Ô Ò Ö Õ Ō Ő Ŏ Ø Œ Ŕ Ř Ŗ Ś Ş Ș Š Ŝ Ť Ț Ŧ Ú Û Ù Ü Ū Ů Ű Ų Ũ Ŭ Ẁ Ŵ Ẃ Ẅ Ỳ Ŷ Ý Ÿ Ź Ż Ž Þ fi fl ff ffi ffl $ # ª º?!., : ; _ - " ' / \ * ( ) [ ] { } + < = > ~ ± π l Ω ƒ µ ˆ ˇ ^ ` 8

9 3.1 Figures The OpenType font format means that various styles of figures are available. Audi Type includes proportional lining figures and lining figures for tables. It also includes fractions as well as genuine superscript and subscript figures. Proportional lining figures Lining figures for tables Ax In InDesign, the lining figures and the superscript and subscript figures can be located by selecting OpenType in the Draw window in the menu: Fractions Genuine superscript/ subscript figures Ax ⅓ ⅔ ⅗ ¹²³ 321 Non-genuine superscript/ subscript figures Note: The lining figures for tables are saved in the standard character set as this is also used for tables in Excel. To ensure that proportional lining figures appear automatically in copytext, this can be selected as a default setting in InDesign in the menu shown above. The complete character set can be viewed in InDesign via the Glyphs window (located in the menu bar under Type ) and can also be selected directly from here. 9

10 4.0 Audi Type in TrueType format The Audi Type corporate typeface is used in all Audi communication media provided this is technically feasible. A TrueType version of the typeface has been developed for use in Office applications. It is available in the four most important styles: Audi Type Extended Bold, Audi Type Extended Normal, Audi Type Bold and Audi Type Normal. The lining figures for tables are saved as standard in the TrueType character set as this is used for tables in Excel. Office communications Presentation templates Letterhead Fax sheet Font to be used Audi Type (Arial) Audi Type Audi Type Arial In addition to the languages based on the Latin alphabet, the current TrueType version (v03.05) covers Modern Greek and (Asian) Cyrillic. A complete list of supported languages can be found on page 4. Audi Type cannot be used in communications for technical reasons. The system typeface, Arial, is therefore used in this case. 5.0 The Internet and digital media As far as technically feasible, Audi Type is used in digital media. On websites, for example, headlines are integrated as picture files using Audi Type Extended. Note: If typography is integrated as a picture file, only the Audi Type typeface family is used. Besides technical limitations, in digital media it may be necessary to use an alternative typeface to ensure legibility. In this case, Audi Type is replaced by the system typeface Verdana. In specific exceptional cases, the Tahoma typeface may be used for very small type sizes. Further information can be found in the Digital Media guideline. Digital media Font to be used Substitute fonts Headlines Audi Type Extended Copytext Audi Type Verdana, Tahoma Typography as a picture file Audi Type 10

11 6.0 Audi Type characters in non-latin alphabets In addition to Latin characters, the latest version of Audi Type (OpenType: v03.2, TrueType v03.05) includes all Cyrillic, Asian Cyrillic and Modern Greek characters. A complete list of supported languages can be found on page 4. Activating country-specific characters Activation in Windows Select Control Panel in the Start menu and click the Regional and Language Options menu item. In the Languages tab, select Details. In the Settings tab, it is now possible to add additional language settings and activate them in the pull-down menu. The selected languages can also be deleted in the same window. It is now possible to change between the activated languages in the taskbar. Displaying the characters in the graphics applications Adobe InDesign and Adobe Illustrator Regardless of the selected language setting, in professional graphics applications it is possible to access all characters contained in an OpenType character set as follows: in the Font menu item, go to the sub-item Glyphs. All characters in the character set can be displayed in this window in the given styles. This is particularly convenient for selecting individual characters. For texts in a non-latin alphabet, it is possible to change to other language and country settings as described. Activation in Mac OS X In the Apple menu, select System Preferences and then International. Click the Input menu tab. In order to display the given character palette for the selected language, click in the On box next to Character Palette at the very top of the country list. Now click on the language you wish to select for the character palette. The Show input menu in menu bar option should now be activated. If you now require the character palette in a different language, select the relevant flag in the menu bar. The same menu can also be used to display the character palette. Overview of all Cyrillic, Asian Cyrillic and Modern Greek characters Ѐ Ё Ђ Ѓ Є Ѕ І Ї Ј Љ Њ Ћ Ќ Ѝ Ў Џ А Б В Г Д Е Ж З И Й К Л М Н О П Р С ТУ Ф Х Ц Ч Ш Щ Ъ Ы Ь Э Ю Я а б в г д е ж з и йк л м н о п р с т у ф х ц ч ш щ ъ ы ь э ю я ѐ ё ђ ѓ є ѕ і ї ј љ њ ћ ќ ѝ ў џ Ѳ ѳ Ґ ґ Ғ ғ Җ җ Ҙ ҙ Қ қ Ҝ ҝ Ҡ ҡ Ң ң Ҫ ҫ Ү ү Ұ ұ Ҳ ҳ Ҷ ҷ Ҹ ҹ Һ һ Ӂ ӂ Ә ә Ӣ ӣ Ө Ӯ ӯ Ά Έ Ή Ί Ό Ύ Ώ ΐ Α Β Γ Δ Ε Ζ Η Θ Ι Κ Λ Μ Ν Ξ Ο Π Ρ Σ Τ Υ Φ Χ Ψ Ω Ϊ Ϋ ά έ ή ί ΰ α β γ δ ε ζ η θ ι κ λ μ ν ξ ο π ρ ς σ τ υ φ χ ψ ω ϊ ϋ ό ύ ώ 11

12 7.0 Languages that are not supported 7.1 Simplified Chinese The Chinese typeface does not have a separate Extended type style. For this reason, only two type designs are used in Chinese text matter. For headlines, the appearance of an Extended type design is achieved by scaling (stretching) the width of the type to 120 in the Font menu. Depending on the given system requirements, the character sets may be obtained as TrueType or OpenType versions. 7.2 Japanese The Japanese typeface also does not have a separate Extended style. For this reason, only two type designs are used in Japanese text matter. DFPHSGothic-W3 (TrueType) corresponds to Audi Type in the Normal and Extended Normal type designs. DFPHeiW5-GB (TrueType) and DFPHeiStd W5 (OpenType) correspond to Audi Type in the Normal and Extended type designs respectively (width: 120 %). DFPHSGothic-W7 (TrueType) corresponds to Audi Type in the Bold and Extended Bold type designs. DFPHeiW9-GB (TrueType) and DFPHeiStd W9 (OpenType) correspond to Audi Type in the Bold and Extended Bold type designs respectively (width: 120 %). Orders These two Asian typefaces may be obtained as TrueType and OpenType versions from the supplier dynalab ( com). The TrueType versions may be downloaded directly from the online shop. If you would like to order the OpenType fonts, please contact the supplier s Sales Department: dyna_sales@dynalab.com.hk Tel Fax Note: In all cases, these typefaces may only be used for the given country-specific text matter. The characters of the Latin alphabet it contains are never used as a substitute for Audi Type! 12

13 7.3 Korean The Korean typeface does not have a separate Extended type style. For this reason, only two type designs are used in Korean text matter. HY Gothic Bold (Korean) corresponds to Audi Type in the Normal type design. HY Gothic ExtraBold (Korean) corresponds to Audi Type in the Bold type design. Orders The Korean typeface may be obtained as a TrueType version from suppliers including ascenderfonts ( Note: In all cases, this typeface may only be used for the given country-specific text matter (Korean). The characters from the Latin alphabet and other Asian characters it contains do not replace either Audi Type or the alternative typefaces for Chinese/Japanese! 13

14 Downloads General information Audi owns all licensing rights to the new typeface: it can be used globally for all Audi communication media and downloaded free of charge via the Audi CD Portal. Please note that you must accept the conditions of use before downloading. More information on the use of the Audi typefaces can also be found in the Audi CD Portal on the Internet: URL: User name: audiuser Password: marketing Area: Basic elements Typography Responsible for content: AUDI AG I/VS-22 Corporate Identity Ingolstadt Germany Note: The reproduction of colours may vary depending on the output device used. The colours of the illustrations are not binding, and in some cases illustrations are shown reduced or enlarged. 14