Audi has a different vocabulary than the one we are used to. Theirs is a language built on engineering and design cues. Their design language, in particular, tells a particularly moving story—without a single traditional word. Here, as in our Eye of Audi poster, we sought to tell a story using something notable and striking about the subject, Audi LED lighting technology. On this poster, the Audi Alphabet takes on each model’s unique LED daytime running headlights along with the LED taillights to create a visual language all its own. The lines show the thin but strong definitions of the lights in their similarities and their sometimes-subtle differences. These “letters” are a big part of the Audi vocabulary for design. And certainly, they speak to us. The assignment for this was a similar one to our Eye of Audi concept—to represent the brand at the highest level through a signature look. Our approach was similar, too—to explore the various ways of expressing Audi design in a unique, compelling way. The client agreed and chose this design to use for sale as a print, even as we went in a different direction for our brochure cover.