Audi’s four-ring badge takes on steely new dimensions in these three brand IDs styled by FutureDeluxe thru agency BBH London and airing on Sky Sports F1 ahead of the 2025/26 Formula 1 season.

Yas Vicente, art director at FutureDeluxe: “Our goal was to create an experience that connects on an emotional level, where the audience feels the pulse, precision, and elegance that define Audi’s design heritage.
 

“The creative process was developed through detailed research on Audi’s production lines, speaking to experts and closely studying materials to reflect the authenticity of the brand.”

 
“Just like Formula 1 fans don’t just watch a race but live it with goosebumps, adrenaline, and awe, we wanted these idents to carry the same raw energy. The rings aren’t just a logo. They’re a journey, where digital craft meets feeling.

“The creative process was developed through detailed research on Audi’s production lines, speaking to experts and closely studying materials to reflect the authenticity of the brand.

“To capture the pace and energy of Formula 1, the team drew inspiration from engine movement to pit stops, reflecting acceleration and braking in the editing style. The result is a sensorial experience that lets fans feel the thrill of Audi’s engineering in motion.”

Watch the R&D reel:
 

 
 

 
Client: Audi

Agency: BBH London

Production: FutureDeluxe
Director: FutureDeluxe
ECD: Raj Davsi
CD: Yas Vicente
EP: Andy Hopkinson, George Turner
Production Director: Helen Randall Producer: Gustavo Ferolla
Designer/Animator: Ziyad Abahussin, Damien Patie-Pelicaut, Sebastian Baptista, Ismael Jimenez, Liam Henderson
Resource Coordinator: Laura Palladini

Sound Design: String and Tins