• Brand Republic, Fast Company, Thursday, September 3, 2009 10:42 AM

On its 100th anniversary, Volkswagen-owned Audi is changing its logo for the first time since 1990. The tweaking reflects a more "pure and clear" identity and emphasizes the brand's focus on design, Alex Brownsell reports.

Audi is also featuring a funny video of a man and his lawn mower on a Web site named ElectricityUntamed, leading Fast Companyblogger Kit Eaton to speculate that it's going to announce an electronic car at the Frankfurt Motor Show on Sept. 15. Another clip shows a high-voltage arc leaping an air-gap at an electricity substation. Well, see it for yourself.

One message of the site is that electricity got "dumbed down and domesticated" in gadgets like coffeemakers and toothbrushes.

Read the whole story at Brand Republic, Fast Company »