Brand & Logo Stories: Audi's 4 Rings

Ever wondered about the significance of Audi's four interconnected rings? This iconic logo has intrigued brand enthusiasts and car lovers around the globe.

You no longer need to puzzle about this as we have brought you the fascinating history behind the four rings and its true meaning.

The History and Evolution of Audi's Four Rings

Let's start at the beginning of it all: August Horch, the founding father of the Audi brand in the 19th century, played a key role in its inception. The mechanical engineer established his own company, August Horch & Cie, in 1899. Initially, he produced two-cylinder autos, and later, four-cylinder vehicles. He departed the business in 1909 because of a disagreement with the board of directors.

As a result, Horch established a new automobile company that same year. He converted his family name into Latin, "Audi," because the name Horch was already taken, and it was against the law for him to use it. 

The first vehicle under the new marque entered commerce in 1910. With its three victories in a row in the International Austrian Alpine Ride between 1912 and 1914, one of the most difficult rallies of the time, Audi attracted a lot of attention.

The brand was running successfully until 1929 when the global recession hit. At the time, four car companies were doing good business, but due to the recession, demand plummeted, and they all ran into financial difficulties. Then, the state bank of Saxony came up with the idea to unite all these four brands.

Four Rings are actually the amalgamation of the Four Brands!

The union of the four Saxon automakers Audi, DKW, Horch and Wanderer, and Auto Union AG is represented by four interlaced rings. 

Here is a description of the company's historical foundations.

Brand #1 Audi

August Horch createdAtAt the business in Zwickau on July 16, 1909. However, it was forbidden by competition law to use his name anymore. His choice for the Latin equivalent of the phrase "horch!" is "audi!" The second business established by August Horch has been doing business as Audi Automobilwerke GmbH, Zwickau, since April 25, 1910.

Brand #2 DKW

Rasmussen & Ernst was initially established in Chemnitz in 1902, but in 1907 it relocated its headquarters to Zschopau in the Ore Mountains. 

Initial products and sales included all varieties of centrifuges, vulcanizing equipment, evaporator oilers for steam power plants, fenders and vehicle lights.

Jörgen Skafte Rasmussen, the company's founder, began testing a steam vehicle in 1916; in 1922, he was granted protection under the name "DKW." Beginning as a toy engine, two-stroke engines were first produced in 1919.

The business changed its name to "Zschopauer Motorenwerke JS Rasmussen OHG" in 1921. The first DKW-branded motorcycles rolled out of the Zschopau facility a year later.

Brand #3 Horch

There were some vehicle manufacturing enterprises in Germany at the end of the 19th century. One of them was known as August Horch & Cie., and it was established on November 14, 1899, in Cologne. 

One of the early engineers in the field of automotive technology was August Horch. He had previously worked for Carl Benz in Mannheim for three years as the director of automobile engineering before launching his own company. 

August Horch relocated his business to Zwickau and changed it into a public limited corporation in 1904.

Brand #4 Wanderer

Since 1885, the two mechanics Richard Adolf Jaenicke and Johann Baptist Winklhofer have had a bicycle repair business in Chemnitz. They started building the then-in-demand two-wheelers for a short while, afterwards, they soon started selling them under the brand name "Wanderer." 

Since 1896, the business was known as Wanderer Fahrradwerke AG. Wanderer createdAtAt the first motorcycle in 1902. In 1913, the concept of increasing production to include automobiles was implemented.

Auto Union AG, Chemnitz

The Saxon State Bank spearheaded the June 29 merger of the Audiwerke, Horchwerke, and Zschopauer Motorenwerke JS Rasmussen AG (DKW) to create the Auto Union AG. 

In order to acquire the Wanderer automotive division, a purchase and lease arrangement was made with the Wanderer plants at the same time. The new group had its headquarters in Chemnitz. 

When Auto Union AG was established, it was Germany's second-largest automaker. The company's logo featured four interlinked rings to represent the unbreakable bond between the four founding businesses. Audi, DKW, Horch, and Wanderer are still used as brand names.

Within the group, each of the four brands was given a specific market sector to represent: DKW for motorcycles and small vehicles; Wanderer for mid-range cars; Audi for cars in the upper-middle-class segment; and Horch for luxury cars in the upper class.

That’s how Audi with four rings born

When judged by the number of cars manufactured, Auto Union AG, then Germany's second-largest automaker, was founded. It gave rise to the precursor of the current AUDI AG.

Hence, it gives the dramatic birth of the four rings of Audi! 

Evolution of the Four Rings: A Legacy of Adaptation

Over the years, Audi’s Four Rings logo has seen changes that, while subtle, have kept the brand relevant. From symbolizing the 1932 Auto Union merger to adopting a sleek 2D redesign in 2022, the Four Rings have always reflected Audi’s innovative spirit. 

Each update has carefully balanced tradition with modernity, ensuring the logo evolves without losing its essence.

The Bold Rebranding in China: Breaking Away from Tradition

In a surprising move, Audi has completely dropped its iconic Four Rings logo for a new EV line in China. This rebranding is part of a collaboration with Chinese automaker SAIC, aimed at recapturing market share in the world’s largest EV market. 

With an average premium car buyer 20 years younger in China than globally, the updated logo now features only “AUDI” in all caps.

This minimalist design appeals to younger audiences but has sparked mixed reactions. Long-time fans of the Four Rings feel disconnected, while younger buyers might see it as fresh and modern.

This bold move shows Audi’s willingness to take risks and connect with younger audiences in a fiercely competitive market. But it also raises a big question: Can they balance their rich heritage with a fresh new look? 

As one famous designer once said, “A good logo is one that can be scratched in the sand with your big toe.” By dropping their iconic Four Rings in China, Audi is testing this idea with a sleek, modern wordmark. 

The move echoes similar gambles by other luxury carmakers, like Jaguar, whose recent logo revamp also ignited global debates.

At CreateBytes, we understand the power of simple and striking designs. They stick with people and leave a lasting impression. If your brand needs a fresh look that stands out, explore our branding services. Together, we can create something timeless.