Abt Sportsline is a German vehicle tuning and motorsport company based in Kempten im Allgäu, specializing in performance modifications for Audi and other Volkswagen Group brands. The company’s roots trace back to 1896, when Johann Baptist Abt took over a blacksmith and coachworks in Kempten, and it has operated under the name ABT Sportsline since 1991. [1]
Design and History
In 2020, ABT Sportsline completely redesigned its corporate identity after twelve years with the previous design. The redesign was developed with Schindler Parent GmbH, an advertising agency from Meersburg on Lake Constance. [2]
The new corporate design received a Special Mention at the German Design Award in the “Excellent Communications Design – Corporate Identity” category. The jury described the design as conveying “dynamism, power and attention to detail,” with a “striking design language” that creates a uniform framework immediately conveying “racing and automotive passion.” [2]
In January 2025, ABT Sportsline launched a redesigned website described as “ABT corporate identity-compliant,” featuring a modern black theme with distinctive red accents. The company stated the new appearance makes the “high-performance character of the brand” visible from the first click. [3]
Meaning and Symbolism
The central element of the 2020 corporate design is the “ABT Brandbar,” a graphic device featuring three crossbars. According to ABT Sportsline, the three crossbars represent the company’s three divisions: ABT Sportsline, e-Line, and Motorsport. The Brandbar is used across advertisements, posters, the homepage, business correspondence, and press releases. [2]
The white ABT logo is used on dark or red backgrounds in digital applications, with the red background described as “inspired by the dynamic brand bar design.” [4]
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