After the success of the “[email protected]” project in 2003, the creative relationship continues between the German brand Audi and the Industrial Design course at the Fh-Joanneum university of applied sciences in Graz. This time around, “The Brand Beyond the Car” was the title of the brief assigned to the students by professor Gerhard Heufler. The theme, involving both car and product design, focused on the Audi brand, its values and its styling cues rather than its cars.

The students were required to acquire an extensive knowledge of the principles of the brand and its history in order to project it beyond the automotive sector and into other project categories. So you shouldn’t be surprised to see images of lamps, boats, a pushchair and even an aircraft in these pages, all bearing the four ringed emblem and echoing the brand’s hallmark elegance and sobriety.

Mark Shipard, a designer from the Audi style centre in Ingolstadt, oversaw the work of the students together with their professors – Gerhard Heufler (fh joanneum – university of applied sciences), Georg Wagner (engineering), Werner Kleissner and Walter Lach (both model building) – through every step in a project which produced a selection of distinctive objects, each of which very different from the next but all sharing the same purity of form.

The article continues in Auto & Design no. 177

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