Audi races into Formula 1 with a breathtaking new visual identity created by FutureDeluxe
Partnering with FutureDeluxe and BBH, Audi has launched a series of films premiering as sponsorship idents on Sky Sports F1 for the 2025/26 season, giving fans an immersive glimpse into the brand’s precision, innovation, and performance.
FutureDeluxe brought Audi’s iconic four rings to life like never before, transforming them into living sculptures of carbon fibre, polished ceramic, and precision engineering. Every shot fuses texture, motion, light, and sound, connecting the world of Formula 1 with the high-performance DNA of Audi RS models.
“Our goal was to create an experience that connects on an emotional level, where the audience feels the pulse, precision, and elegance that define Audi’s design heritage,” said Yas Vicente, Art Director at FutureDeluxe. “Just like Formula 1 fans don’t just watch a race but live it with goosebumps, adrenaline, and awe, we wanted these idents to carry the same raw energy. The rings aren’t just a logo. They’re a journey, where digital craft meets feeling, bringing the logo to life.”
The creative process was developed through detailed research on Audi’s production lines, speaking to experts and studying materials up close to reflect the authenticity of Audi. To capture the pace and energy of Formula 1, the team drew inspiration from engine movement to pit stops, reflecting acceleration and braking in the editing style.
The result is a sensorial experience that lets fans feel the thrill of Audi’s engineering in motion.
Debuting on Sky Sports F1, the idents offer fans a glimpse into Audi’s design philosophy for the 2026 Formula 1 season.
