Audi – The future of Audi has a three names

Audi wants to shape the future of premium mobility and heralds its own future with three concept cars – and this future is sustainable, autonomous, digital and connected. Based on the brand promise »Vorsprung durch Technik« Audi is telling the »Story of Living Progress«. In this, the three luxury class concept cars announced in July 2021 act as forerunners of a new Audi era and a further developed design language, with a particular focus on the design of the interior. Here, Audi is using the possibilities of technological progress to create completely new and exciting driving experiences – made possible especially by the electric drive and autonomous driving, which is slowly but surely coming into sight.

In the future, Audi will see the vehicle even more as an individual and intelligent space of possibilities for a wide variety of unique experiences. This idea of space is core and anchor of the trilogy of names that Truffle Bay has developed – including trademark as well as linguistic and cultural research – for and with Audi for the three concept cars that are to provide a glimpse of the not-too-distant Audi future: »Sphere.«

The »Sky Sphere«, a dynamic coupé, kicked things off at Monterey Car Week in California in summer 2021. The »Grand Sphere«, a prestigious luxury touring sedan, followed at the IAA in fall 2021. And the trilogy concludes in spring 2022 with the future concept of a spacious crossover city car: the »Urban Sphere.«


Audi AG, Ingolstadt




Insight: Brand analysisCompetitive analysis

Identity: Naming


Illustrations: Audi AG

You have questions about this project or want to work on advancing your brand?

We look forward to your inquiry and will be happy to advise you on the phone or arrange a personal meeting.

Truffle Bay is an owner-managed, integrated strategic brand consulting and design agency based in Munich. With clarity and creativity we help ambitious companies and entrepreneurs to discover, define, design and bring to life their unique identity – to create strong brands as the compass and catalyst of entrepreneurial change processes as well as attractive and differentiating brand experiences to win and retain customers and employees.

Truffle Bay is a member of bvik – Bundesverband Industrie Kommunikation e.V. Test


© 2024 Truffle Bay, All Rights Reserved.
Imprint   |   Privacy Policy

TRUFFLE BAY Brand Strategy & Design
Widenmayerstraße 36
80538 Munich

T +49 89 452 23 65 10
F +49 89 452 23 65 49


Twitter Icon
LinkedIn Icon
Vimeo – Icon
Instagram Icon
Youtube Icon