https://www.theguardian.com/provoking-progress/2019/nov/25/understated-beauty-great-brands-have-one-big-idea-that-chimes-with-people

For a brand such as Audi, form really does follow function – which translates into designs that instill a sense of reliability, efficiency and trust

It was the audacious simplicity of it. At last year’s Milan Design Week, a giant ring was suspended inside the courtyard of the city’s Seminario Arcivescovile, a seminary that was built in 1564.