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

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.

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