The Audi Sport silver appeal. The meaning. The depiction of silver is deeply connected to the Audi heritage and a constant asset within the corporate identity. It is inspired by the original moment of Audi’s success in motor sport – the heroic Silberpfeile – and other iconic examples of Audi’s technological progressiveness. Furthermore, the Audi Sport silver appeal is derived from many high-tech materials used in the car such as aluminium and titanium, and from various exterior colours as well. The Audi Sport silver has its foundation in Audi’s heritage and is proof of the brand’s contemporary progressiveness. The silver appeal plays with the differing appearances of surfaces. Gradients of cold and warm greys interplay to convey technological precision as well as premium- ness and desirability. It plays with light and shadow, reüections and details. The silver appeal is the main colour dominating images, backgrounds, as well as spacial design. Audi Sport Style Guide | Tone of voice | Colour concept 21