Audi vehicle graphics for shuttle vehicles, sponsorship and cooperation activities

Transcription

1 Audi vehicle graphics for shuttle vehicles, sponsorship and cooperation activities

2 Contents Introduction 3 The three categories of vehicle graphics 4 Design Category 1: VIP shuttles Category 2: Promotional and shuttle vehicles in conjunction with sports sponsorship Focus on the Audi product message Joint activities Category 3: Product communications Basic principles of vehicle graphics Vehicle colour Focus on the message; minimum number of elements Logo Typography Illustrative elements Quality of appearance Positioning Dos and don ts 12 Production 13 Checklist for briefing and release 14 Downloads 15 General information 15 2

3 Introduction Audi vehicle graphics for shuttle vehicles and sponsorship and cooperation activities Like all communications measures, all vehicles that display graphics are representatives of the Audi brand. Like the vehicles themselves, the lettering and adhesive graphics must convey the brand s premium credentials and philosophy. The basic requirement for a consistent overall brand identity is that vehicle graphics have a standardised design in essence and are used in sophisticated, sporty and progressive manner. Besides the basic principles for Audi vehicle graphics contained in the guideline, signage regulations stipulated by individual organisers, for instance the World Economic Forum or the ITR with respect to DTM safety cars, must also be observed in certain cases. There are separate guidelines for graphics displayed by dealership and company vehicles and for motorsport activities. 3

4 Swedish National Alpine Ski Team The three categories of vehicle graphics Vehicles have different graphics depending on their area of use. The overview below explains the various categories. In order to prevent excessive branding, the Audi logo is not used. The only exception to this is when Audi and a partner play an equal role in sports sponsorship activities. Category 1: VIP shuttles Shuttle vehicles for high-calibre political or cultural events such as government receptions, economic forums and festivals Examples: World Economic Forum, Salzburg Festival Audi quattro Category 2: Sports sponsorship Promotional and shuttle vehicles for sports sponsorship Examples: Skiing sponsorship, motorsport, golf Category 3: Product communications Promotional and press vehicles where the focus is on Audi product messages Examples: Market launches, press events 4

5 Design 1.0 Category 1: VIP shuttles The Audi brand and, if applicable, the event are communicated in a sophisticated manner. Expansive advertising messages, graphic elements and other logos are not used. VIP shuttles are deployed at high-calibre social events including government re ceptions, the World Economic Forum, the Salzburg Festival, award ceremonies and fashion shows. The most important rule in this case is an unobtrusive and sophisticated appearance. In principle, the graphics consist only of Audi VIP Shuttle and, if applicable, the event name or logo. Other promotional messages are not communicated. The organiser s signage regulations must also be observed. Event logo and Audi VIP Shuttle Positioning The Audi VIP Shuttle lettering is preferably applied to the front doors. If this location is occupied by the event partner s logo, the lettering is positioned on the rear wing, as this ensures it is clearly visible on press photos as the VIPs get out of the car. The lettering for the front door and the rear wing can be downloaded as EPS files: A_VIP_front_door.eps and A_VIP_rear-wings.eps. Its size has been optimised for the Q7 and A8 and is only adapted to other vehicle sizes in special cases. Type colour Depending on the vehicle colour, the lettering is reproduced in monocolour Black, or White. Speci fications for adhesive films can be found in the Production section. Audi VIP Shuttle Supplementary information relating to other cooperation partners must be avoided. If required by the contract, it appears in a significantly smaller type size than the shuttle graphics. Only Audi Type Extended Normal or Bold in the same colour as the shuttle graphics may be used for supplementary information. Cooperation partners logos do not appear on the vehicle. Audi VIP Shuttle, alternative on the rear wing 5

6 2.0 Category 2: Promotional and shuttle vehicles in conjunction with sports sponsorship Joint appearance of Audi and cooperation partner(s) in the area of sports sponsorship, e.g. golf, skiing or motorsport. Depending on the type of sponsorship, either an Audi product message can be communicated over a large area or else Audi and the partner can be represented together on the doors if they are of equal importance. Swedish National Alpine Ski Team For both types of communication measure, however the focus must be on a key message of a promotional or content-based nature. Audi Type must be used for all graphics, including the partner s name. Overall design and implementation in line with the basic principles of vehicle graphics (section 4.0). Large-area Audi product message, partner s name on the rear wing The rear window can be used for messages, including the partner s messages. Signage must be unobtrusive, however. Ideally it should be purely typographical and not cover the entire area. Signage may not appear on the windscreen or bonnet. 2.1 Focus on the Audi product message In order to communicate product-related messages, technical Audi features or services, eye-catching graphics may be displayed on the doors. Joint, equal appearance of Audi and the cooperation partner Even for large-area adhesive graphics, a high-quality and uncluttered design is important. An additional Audi logo is not used in order to prevent excessive branding. Background illustrations and illustrative typography may be used to reinforce messages. The partner s logo is unobtrusive and not too large. It appears on the rear wing for example. It is important that the large-area communicative message from Audi can be clearly distinguished. Adhesive graphics on the rear window Partner on the rear wing 6

7 2.2 Joint activities For joint activities where both parties are of equal importance and where the partner s logo occupies a large area, the Audi logo (the Audi rings) is also applied to the door. The partner s logo and the Audi logo are positioned on the side of the vehicle and have equal visual importance. The Audi rings with the logotype and the partner s logo are visually associated with each other but there is sufficient distance between them. The ideal solution is to apply one logo to each door. Audi and the cooperation partner are of equal importance. Use of the logo In line with the logo guideline, the size of the logo may vary depending on the given content. However, the protected zone of one ring height must be complied with. Besides compliance with the protected zone between the rings and the text, it must be ensured that there is sufficient distance between the logotype and other logos, e. g. the partner s logo. This minimum protected zone is also the height of one ring. Audi Logotype Audi Official partner The width of the logo for vehicle graphics may not be less than 180 mm or more than 450 mm. A special file containing rings designed for vehicle graphics is available for downloading: Audi_VL_Rings_4C.eps. Please refer to the Production section or the datasheet accompanying the download for information on technical implementation. Audi Official partner The minimum protected zone of all elements is the height of one ring to all sides. Type colour Texts appearing in conjunction with the rings are set in Audi Type Extended Normal in Black or White. The Audi lettering is set in Audi Type Extended Bold in Red. The rings should preferably appear in front of supplementary text, or otherwise above it. The rings may not be positioned below the logotype. The logotype must be either horizontally or vertically flush with the inside edge of the rings. Audi Golfing partner Audi Golfing partner Logotype not flush with the rings; protected zone disregarded Text positioned incorrectly in front of and above the rings 7

8 3.0 Category 3: Product communications The Audi brand s message is unambiguously at the forefront, covers a large area and looks sophisticated. In order to communicate product-related messages, technical Audi features or services, eye-catching graphics may be displayed on the doors. Even for large-area adhesive graphics, a high-quality and uncluttered design is important. The focus is on a core message that is formulated clearly and concisely in order to prevent excessive content. Background illustrations may be used to reinforce the message, as can illustrative typography (as described under sections 4.4 and 4.5). An additional Audi logo is not used in order to prevent excessive branding. Audi product message alone Also possible: Audi product message with background illustration, Audi product message with cooperation partner s name The names of any cooperation partners are set in Audi Type. The type size is significantly smaller than that of the Audi message. The colour depends on the colours used for the advertising message. Additional partner s logos are not normally used. In all cases, all factors relating to design and implementation, including that for eyecatching messages, must comply with the basic principles of vehicle graphics (section 4.0) in order to ensure a sophisticated overall appearance. 8

9 4.0 Basic principles of vehicle graphics The overall impression made by the vehicles is defined by the use of the Audi basic elements: colours, typography and, if applicable, the logo ensure a uniform visual appearance. 4.1 Vehicle colour As the primary colour, Audi Aluminium Silver stands for the technical expertise and high quality of the Audi brand. For this reason, vehicles in Silver are preferred. VIP vehicles (category 1) may also be in Black as an alternative. Preferred vehicle colours 4.2 Focus on the message; minimum number of elements Text-based messages must be clear and concise to ensure that the message and the key information are understood quickly. The most important aim in the case of vehicle graphics is to ensure a clear and uncluttered appearance. Excessive branding is to be avoided. For this reason, the logo is not used in conjunction with large-area advertising messages, for example. Audi TDI Power and supplementary information Reduced number of elements to ensure information is communicated unambiguously. Subline with supplementary information Supplementary information 4.3 Logo To prevent excessive branding, the Audi logo is only used in specific combinations, e.g. for sports sponsorship activities where both parties have equal importance. For cooperation activities where both parties play an equal role (see section 2.2), the size may be varied but must be visually consistent with the size of the partner s logo. The logo is never used for shuttle vehicles and large-area advertising messages. Audi Logotype For activities where both parties are of equal importance, the Audi logo and the partner s logo must make the same visual impact. Partner s logo 9

10 4.4 Typography As a matter of principle, Audi Type Extended is used in either Black or White. Coloured typography is not permitted with the exception of Red (reference: PANTONE 200) for the Audi lettering within logotypes. Headlines preferably comprise two lines with the second line indented or are flush left. All in all, not more than two type sizes may be used for the most important information. A third, smaller type size may be used for supplementary information, e.g. the cooperation partner s name. Two-dimensional typography is used as a rule. In special cases, however, key concepts may be emphasized, for instance by using three-dimensional typography. Audi Type Extended Bold Audi Type Extended Normal Dolor sit Lorem Ipsum dolor sit Two-dimensional typography 4.5 Illustrative elements Graphic illustrations may be used in the background to draw special attention to advertising messages and specific services. In line with the premium credentials of the Audi brand, these illustrations are positioned behind the text and appear in the same colour tone. Visual accents in the Audi primary colour Red are permitted. Audi Red may not be screened, however. Example of illustrative elements 4.6 Quality of appearance To ensure a high-quality appearance, Audi vehicle graphics are always designed as individual characters only, and never as a printed banner covering the entire area. Zusätzliche Information Die Werbebotschaft Noch mehr zusätzliche Information und Text 10

11 4.7 Positioning As a rule, graphics are only applied to the sides of the vehicle, i.e. the doors and rear wing. In the case of sports sponsorship activities, lettering may also appear on the rear window if required. Preferred areas for vehicle graphics Texts, logos and, if applicable, partners logos are aligned parallel to the vehicle lines. Stickers positioned diagonally across the side of the vehicle or parallel to the ground are not permitted. Lorem ipsum dolor sit amet Alignment Ausrichtung to an the der vehicle Fahrzeuglinienführung lines In particular, it must be ensured that there is sufficient distance between the lettering or the logo and visible edges and gaps. For especially large messages extending across both doors, it must be ensured that the gap between the doors does not interfere with the text. The individual letters should be positioned around the gap. Lorem ipsum dolor Gaps must be taken into account 11

12 5.0 Dos and don ts Lorem Ipsum dolir sit a Lorem Ipsum dolor sit amet Audi TDI Lorem Ipsum d Dos A clear, easily understood layout without excessive branding. Reduction of the elements to ensure a focus on the key message. Particularly unobtrusive signage for shuttle vehicles at high-calibre events. Adherence to the fundamental design principles with respect to vehicle colour, signage colours, typography and illustrative elements. Excessive branding is to be avoided; the Audi rings are therefore only used for joint sponsorship activities (category 2.2). Advertising message Advertising message Werbebotschaft Werbebotschaft Werbebots Don ts Use of several competing messages; excessive branding. Incorrect use of the Audi lettering or a font other than Audi Type. A multi-coloured or cluttered appearance. Coloured vehicles; printed banners instead of individual characters. Stickers positioned outside the designated areas, especially the windscreen or bonnet. 12

13 Production Colour definitions for adhesive film Durable films from the Avery 900 Super Cast fan deck have been specified to comply with the colours for Audi vehicle graphics. These films are particularly suitable for use as vehicle stickers (including those for motorsport applications) and are distributed worldwide by Avery Dennison. Colours Reference colour Avery Serie 900 Super Cast Audi Red PANTONE 200 Avery 950 White Avery 900 Black PANTONE Black Avery 901 Technical implementation of the Audi rings It is recommended that the rings and the related text are applied together using transfer film to ensure that the text is positioned correctly in relation to the rings. 13

14 Checklist for briefing and release The checklist can be used to verify the key requirements and, if necessary, look them up on the relevant pages. In principle In what category do the graphics belong: category 1: VIP shuttles, category 2: sports sponsorship or category 3: advertising? Have the correct elements been used? Design Is the vehicle colour Silver or Black (if possible)? Has Audi Type Extended in the colours Grey, White or Black been used? Have no more than two (or three) type sizes been used? Do shuttle vehicles for cultural or high-calibre events display graphics with an unobtrusive design and without any promotional purpose? Overall, has an uncluttered, high-quality design been used and excessive branding avoided? If applicable, are background illustrations unobtrusive and in the same colour tone? Do only the doors and, if applicable, the rear wing feature branding? Are all design elements aligned to the vehicle lines? Page 4 Page 9 Page 10 Page 10 Page 5 Page 9 Page 10 Page 11 Page 11 Production Are the correct films available for producing the lettering? Page 13 14

15 Downloads General information You can obtain digital templates and additional information from the Corporate Design Portal on the Internet. URL: Area: Communication Media Sponsoring Responsible for content: AUDI AG Brand Identity Ingolstadt Germany Design and production VIP shuttle, lettering for front door: A_VIP_front_door.eps VIP shuttle, lettering for rear wing: A_VIP_rear-wing.eps As a basic design tool, up-to-date line drawings of all models, including dimensions, are available for downloading from the CD Portal under Advertising Vehicle Graphics. Note: The reproduction of colours may vary depending on the output device used. The colours of the illustrations are not binding, and in some cases illustrations are shown reduced or enlarged. 15