Vintage Audi Poster


Today I received an email with the fol­low­ing image attached from an AisleOne reader named Rob, who’s a designer and instruc­tor. Accord­ing to Rob, the image of the poster was found by one of his stu­dents who was doing research for a report. No info can be found about it, other than it being cre­ated by the great Armin Hofmann.

I did a lit­tle research myself and couldn’t find any info about this poster, but I did find info on the model shown. It’s an Audi 60 which was pro­duced from 1968 to 1972, giv­ing us a slight idea as to when the poster was created.

What strikes me the most about this poster is the sim­plic­ity, ele­gance and beauty of the visual. The white back­ground, large type and straight-on angle of the car cre­ate a stun­ning image. Rob explained it well in the email:

I love the way the AUDI logo is reflected in the roof of the car and vis­i­ble through the back win­dow, which would have been a lot more dif­fi­cult to achieve in the pre-Photoshop era.

I agree.

As for the type­face used, it’s hard to tell but it seems like it could be either Akzi­denz Grotesk or Univers. Anyone?

I wish there was more info on this poster and I won­der if there was a series of them done by Hof­mann. If any­one has any info, please email me. In the mean­time, we can all admire its beauty.        

26 Comments on "Vintage Audi Poster"

  • This is a great find. The logo reflected in the roof is a great detail. I tried to find a series of posters for AUDI by Hof­mann and all I could find was this one. It would be great to know if there are more.

  • This made my day, incred­i­ble. Just intro­duced my stu­dents to Armin Hofmann’s work.

  • Josh says

    The best Mod­ernism is time­less. This poster could be from 1940 or 2040 — it looks amaz­ing for any time period. It’s inter­est­ing to com­pare it to other car ads from the late-60s era, most of which were so visu­ally full of back­ground image, peo­ple, head­lines, body copy, logos, etc.
    a cheesy exam­ple: http://​www​.adclas​six​.com/​a​d​s​/​6​7​d​o​d​g​e​c​o​r​o​n​e​t​4​4​0​.​htm

  • >a lot more dif­fi­cult to achieve in the pre-Photoshop era

    It’s eas­ier to achieve the qual­lity of this reflec­tion when doing it in the stu­dio, but it’s def­i­nitely harder con­vinc­ing your boss.

    It’s a mat­ter of how time is spent, prepar­ing or fixing.

  • That has to be some heav­ier Univers. The A is pretty char­ac­ter­is­tic. This maybe?

  • Ymm lovely poster.

    By the apex of the A, it looks to be Univers to me.

  • Yiho says

    100% its univers. look at the vari­a­tion of the width of the stroke. akzi­denz is much more machined

  • HerroHeo says

    seems like he is the founder of the ‘reflec­tion’ look that everyone-and-their-mom is using now. I love this poster.

  • James says

    Yeah that’s def­i­nitely univers alright, lovely poster, great find.
    nice car too

  • Noah says

    This is great! My new iPhone wallpaper.

  • RobertHenry says

    well havent you just high­lighted the prob­lem of the “pho­to­shop era”? every­one assumes that this would have to be done with tech­niques sim­i­lar to pho­to­shop. most likely it was pro­duced in a stu­dio with the type printed on a white back­drop. or is that too obvious?

  • actu­ally Robert:
    I was won­der­ing the very same thing… I’m think­ing that was most likely the case.

    The mag­ni­fi­ca­tion from the car win­dow prob­a­bly would have been a lit­tle more exag­ger­ated if it were done arti­fi­cially by some­one… or not at all.

  • I love work that came out of a time era were design­ers thought a piece all the way through before even begin­ning the exe­cu­tion — A rar­ity these days, unfortunately.

  • Rob says

    Nice, real nice.

    I’ve got a few vin­tage Audi and VW posters on a CD which were ‘acquired’ when a deal­er­ship asked us to run out some prints. My flat hall­way has got 6 of the VW posters hung in frames. They are bet­ter than art!

  • RobertHenry, I would bet good money on it being cre­ated that way. It’s sim­ple and that’s how they we’re able to get the nice reflec­tion and the type show­ing through the glass.

  • Roman says

    Since the Audi cor­po­rate font “Audi Sans”, intro­duced in 1997 by Meta Design, was a mod­i­fied Univers Extended, the font used pre-1997 likely was the orig­i­nal Univers Extended, I think.

    (“Audi Sans” was replaced by “Audi­Type” in 2009, again made by Meta Design.)

  • Matt says

    Looks to me like Univers Black.

  • bubba says

    i agree it is Univers Black.

  • ya yeter artik ne yazacagimi sasirdim sizin yuzunuzden?

  • Ryan says

    Does any­one know where you can obtain a copy of this print?

  • The easy way would have been to paint the type on an infin­ity back­ground, and of course, air­brush retouch­ing was often used dur­ing that time to clean up most images. Pho­to­shop imi­tates art.

  • This poster is amaz­ing but it is not by Armin Hof­mann. My pro­fes­sor knows Armin per­son­ally and said that this poster was not cre­ated by him but has been float­ing around and some­one tagged his name on it a long the way. Fun fact about Armin also, he had to go to auc­tions to buy his own posters back because he had given them all away.

  • Rob says

    Any­body inter­ested in auto­mo­bile logos & ads should check out the site Car Type (www​.car​type​.com). This site is an amaz­ing resource & fea­tures a com­pre­hen­sive col­lec­tion of emblems, car com­pany his­to­ries, logos, reviews of typo­graph­i­cal & graph­i­cal appli­ca­tions, design fea­tures and just about any­thing that is car related.
    You can link directly to the Audi page… http://​www​.car​type​.com/​p​a​g​e​s​/​1​8​9​/​a​udi, and although this par­tic­u­lar ad / poster isn’t listed, they do fea­ture a whole bunch of vin­tage Audi advertising.

  • karin says

    where can I bye this poster?

  • Miguel Amaral says

    Accord­ing to the online col­lec­tion of the Zurich Design Museum, this was actu­ally designed by Ger­st­ner in 1965. It’s part of a cam­paign he (GGK) worked on for Audi.

    It may have not been Hof­mann after all, but it’s just as cool.


  • Lzli says

    a delight­ful exam­ple of the blurry line that sep­a­rates graphic design and advertising