My first emotional connection I had with a brand was Audi. It was back in 2000 when I was only eight-years-old; I remember seeing a beautiful silver car zoom past me. I was flabbergasted by the beauty of this car and followed it with my eyes until it faded into the traffic. All I could see in the midst of a busy intersection in Singapore were four silver circles intertwined and the letters, TT. I eagerly asked my father what kind of car that was and he murmured the words, “Audi TT.” Ever since then I have always wanted to own an Audi.
I didn’t have the privilege of riding inside an Audi until I was 17-years-old. My boyfriend at the time was an avid car fanatic and owned a 2003 Audi A4. Before sitting in the passenger seat of his car for the first time, I was a bit nervous. For nine years I have wanted to ride inside an Audi. What if the experience didn’t live up to all the expectations and excitement that built up inside me over the years? After sitting down, all of the nervousness was gone. Instead, a feeling of relaxation came over me and I was welcomed by the luxury of the mahogany dashboard and the comfort of the soft leather seats. I still feel a deep connection with Audi. Every time I see an Audi or Audi advertisement, it takes me back to when I was a little girl seeing that silver Audi TT for the first time. So when I came across this vintage Audi 60 poster on Designspiration, you can imagine how I excited I was.
This poster was designed by a Swiss graphic designer named Armin Hofmann. There is not much information about this poster other than that Hofmann designed it for the Audi 6o, which was produced from 1968-1972. What I love about this poster is the simplicity and the timelessness. Although it was created between the timeframe of 1968-1972, it is modern and implacable even today. The off-white background and the large Univers typeface creates modernity and elegance that is perpetual in the design world. The straight-on angle of the car shows confidence that tells the viewer that this car is not a gimmick; it has a sense of voice that says, “take it or leave it.” What is also amazing about this poster is that it was created pre-Photoshop era. I’m blown away by Hofmann’s craftsmanship and how he played with light and reflection in this piece.