An Analysis of Visual Cognitive Differences in the Audi Logo’s Century-long Evolution: A Quantitative Study Based on Generational Groups

Can Cui

doi:10.26689/ssr.v7i9.12229

Can Cui Saint Johnsbury Academy, Saint Johnsbury 05819, USA

DOI: https://doi.org/10.26689/ssr.v7i9.12229

Keywords: Audi brand logo, Generational cognitive differences, Visual cognition, Brand impression, Emotional connection, Brand heritage, Cognitive transfer

Abstract

The Audi logo has evolved over a century. This study investigates consumers’ visual perceptions and purchase intentions regarding the 2016 and 2024 logos. Based on a survey of 123 respondents across generations, results reveal cognitive differences in “memorability”, “technological sense”, “heritage”, and “indifference.” Younger groups (1990s and 2000s) show more indifference toward the new logo, which emphasizes technology but weakens emotional connection and heritage. Findings suggest that balancing tradition with innovation is key to cross-generational recognition.

References

Aaker DA, 1991, Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press. https://ideas.repec.org/a/eee/jbrese/v29y1994i3p247-248.html

Barthes R, 1967, Elements of Semiology. Hill and Wang. https://monoskop.org/images/2/2c/Barthes_Roland_Elements_of_Semiology_1977.pdf

Keller KL, 1993, Conceptualizing, Measuring, and Managing Customer-based Brand Equity. Journal of Marketing, 57(1): 1–22. https://doi.org/10.1177/002224299305700101

Müller S, 2019, Visual Identity in Brand Evolution: The Balance of Modernization and Heritage. Design Studies, 2019(61): 120–134. https://doi.org/10.1016/j.destud.2019.01.002

Nelson DL, 1979, Remembering Pictures and Words: Appearance, Significance, and Name. Journal of Experimental Psychology: Human Learning and Memory, 5(5): 485–497. https://doi.org/10.1037/0278-7393.5.5.485

Solomon MR, 2018, Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson, London.

Wang Y, 2022, New Luxury Brand Positioning in China: From Heritage to Innovation. Asia Pacific Journal of Marketing and Logistics, 34(7): 1533–1550. https://doi.org/10.1108/APJML-10-2021-0745

Yu X, 2011, Analysis of Brand Communication Strategies in the Era of Social Media. Press Circles, 4 + 122–133.

Audi, 2024, Audi Ups the Pace. Audi.com, www.audi.com/en/company/strategy/audi-agenda.html#:~:text=The%20Audi%20Agenda%20centers%20on%20products%2C%20technologies%2C%20the,is%20also%20a%20mindset%20for%20the%20entire%20company

Honadi, 2024, Audi Logo: History, Meaning & Free PNG Files. Honadi, www.honadi.com/en/blogs/designs/audi-logo/