Audi was founded in 1909 by August Horch, after being ousted from Horch MotorWerke he had started a decade previously in 1899. Legally unable to use his own name, his young son studying Latin realized that the latin translation of Horch (which meant HARK or HEAR in German) was the word AUDI. Horch loved the idea, and used it – creating this logo. The original lettering font used here survives today. (Photo credit: Sean Connor)