A M P C A R
S T Y L E G U I D E 2014
Design Strategies and Motivation Presented by Aileen Pasi贸n
table of contents
B R A N D N A R R AT I V E
1 .0
TA R G E T A U D I E N C E
2.0
L O G O S P E C I F I C AT I O N S
3 .0
M O O D B OA R D + C O LO R PA L E T T E
4.0
O U R T Y P E FA C E
5 .0
ELEMENTS + ICONOGRAPHY
6 .0
CO P YW R I T I N G TO N E
7.0
T A B L E
O F
C O N T E N T S | 00
B R A N D
N A R R A T I V E :
“I am innovative. I represent speed, efficiency + versatility. I am strong enough to endure any terrain. I am effortlessly cool, and I am the hottest, newest toy on the market.�
1.0 | A M P C A R
B R A N D
I D E N T I T Y
S T Y L E
G U I D E
1.0 brand narrative
B R A N D A D J E C T I V E S
CONFIDENT CUSTOMIZABLE EMPOWERING INNOVATING LUXURIOUS Ampcar is the only company in the US who manufactures
REFINED
luxurious vehicles that are versatile enough to drive on both land and sea.
We do what we do because we understand how it feels to
STRONG VERSATILE
be early adopters with love for innovation, and the ability to be the first to explore the newest ground-breaking capabilities of technology.
B R A N D
N A R R A T I V E | 1.0
2.0 target audience
P R I M A R Y
T A R G E T
A U D I E N C E
Ampcar’s primary target audience is male, with a $2.5mm+ salary. He is 40+ years old with a hunger for adventure and innovation.
G E N D E R
S A L A R Y
$
2.5 MM+
A G E
40+ C A R E E R S
D E M O G R A P H I C
A-List Celebrity
Global
Company Owner Doctor Executive Officer Lawyer Professional Athlete
T A R G E T
A U D I E N C E
| 2.0
Our logo is our most valuable asset -- it represents who we are. Please use it wisely! 0 1
F U L L
C O L O R
P R I N T
0 2
S C R E E N
This version of the logo is to be used for
This logo can be used for web, mobile devices,
stationery, marketing materials & packaging.
and television.
2 � ( or 135px) M I N I M U M
S I Z E
The smallest the Ampcar logo should be represented is 2 inches wide, or 135 pixels. Anything needed for a smaller space will need to use the Ampcar “A�, iconography, or an approved logomark.
3.0 |
A M P C A R
B R A N D
I D E N T I T Y
S T Y L E
G U I D E
3.0
0 1
logo specs
0 2
L O G O
S P E C I F I C A T I O N S | 3.0
Correct Logo Usage At Ampcar, we respect good style. These are the acceptable ways of showing the logo.
0 1 . G R AY S C A L E
04. ON DARK TEXTURE
This is the only way the logo can be represented
The inverted version of the logo willl need to be used
without color.
on dark or textured backgrounds. Always ensure that the entire logo is still legible.
02. FULL COLOR This version is the primary logo. Always use this
05. OUTLINED
before trying any of the other versions.
The Ampcar logo needs to maintain its weight. If the logo must be outlined for any reason, the swoosh needs
03. FULL COLOR ON A DARK BG
to remain filled in to maintain its balance.
White is the only other acceptable color for the logotype to appear, and only when it is placed
06. ON LIGHT TEXTURE
over a dark background.
On light backgrounds or light textures, the primary logo can be used. Always ensure that the entire logo is still legible and that no colors clash.
3.1 | A M P C A R
B R A N D
I D E N T I T Y
S T Y L E
G U I D E
3.1 correct usage
L O G O
S P E C I F I C A T I O N S | 3.1
Incorrect Logo Usage These versions of the Ampcar logo are against our style.
01. ONE COLOR
0 4 . S K E W E D / D I S T O R T E D / T I LT E D
The only acceptable time to show the Ampcar logo in
Because of the forward-moving concept of the brand,
one color is if only one color is available (i.e. one-color
skewed, distorted or tilted versions of the logo are not
printer, or one-color graphic t-shirts). The only color
allowed -- this avoids any and all directional confusion.
option for the logo to be one color is black. 02. INVERTED COLORS 02. PRIMARY LOGO ON COLOR
The primary logo must not be represented on a flat colored background.
03. FULL COLOR ON TEXTURE
If the background texture compromises the legibility of the logo, it is not acceptable. Lowered opacity for television usage is the only exception for this rule.
3.2 |
A M P C A R
B R A N D
I D E N T I T Y
S T Y L E
G U I D E
In no instance is it ok to make the logotype color, and the swoosh black. The logotype can only be white or black. See “correct usage� on the previous page.
06. OUTLINED
The Ampcar logo does not have the same bold presence as it does when it is filled, therefore, it should never be shown with every element outlined.
3.2 incorrect usage
L O G O
S P E C I F I C A T I O N S | 3.2
Clearspace Just like we do, the Ampcar logo will need some personal space to look clean and feel comfortable. Shown below is the acceptable way to measure the space to keep the logo perimeter clear.
K E Y :
The “A” in the Ampcar is the unit to measure the perimeter of the clearspace. Half of the “A” is used to measure the space for the taglines.
3.3 | A M P C A R
B R A N D
I D E N T I T Y
S T Y L E
G U I D E
3.3 logo clearspace
Clearspace with Taglines Sometimes the logo will require to be shown with a tagline. Shown below are the acceptable ways to incorporate the tagline with the logo.
POWER, LUXURY, LAND & SEA
POWER, LUXURY, LAND & SEA
L O G O
S P E C I F I C A T I O N S | 3.3
1 T E X T U R E S
Ampcar is about customization, personality, style and mood. The “water swoosh� in the Ampcar logo is always open for a texture mask for both print and screen.
2
For the texture mask, always use photos that will reflect high-end, exclusive textures that suggest forward-moving motion. Example: The wood grain on logo
3
#2 originally had the direction of the lines shown vertically, but it went against the foward-moving mantra of the brand. The photo was rotated sideways to show the grain of the wood horizontally, to reinforce movement.
4
3.4 | A M P C A R
B R A N D
I D E N T I T Y
S T Y L E
G U I D E
3.4 water swoosh
T E X T U R E A D J E C T I V E S
Elevated Exclusive Forward-moving High-end Luxurious Masculine Refined Sleek
L O G O
S P E C I F I C A T I O N S
| 3.4
4.0 color palette
Color Palette PEARL
DUSK
HEX#: F5F5F5
HEX#: 3F465A
R: 245 G: 246 B: 246
R: 63 G: 70 B: 90
C: 0 M: 0 Y: 0 K: 3%
C: 78% M: 68% Y: 44% K: 31%
TITANIUM
GUNMETAL
HEX#: CCCCCC
HEX#: 00000
R: 245 G: 246 B: 246
R: 0 G: 0 B: 0
C: 0 M: 0 Y: 0 K: 22%
C: 3% M: 1% Y: 2% K: 100%
MAUVE ROYAL HEX#: 8C7878 R: 140 G: 120 B: 120 C: 45% M: 50% Y: 45% K: 9%
M O O D B O A R D
+
C O L O R
P A L E T T E
| 4.0
Our Typefaces - Print P R E - H E A D E R S / T A G S
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;
Blank Size: 9pt Kerning: 300 Leading: 18pt
H E A D E R S
A B C D E F G H I J K L M N O P Q R S T U V WXY Z abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;
Aldo the Apache Size: 30pt Kerning: 0 Leading: 18pt Transformation: All Caps
B O D Y
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;
5.0 | A M P C A R
B R A N D
I D E N T I T Y
S T Y L E
G U I D E
C O P Y
Adobe Caslon Pro Size: 16pt Kerning: 50 Leading: 22pt
Our Typefaces - Online
5.0
P R E - H E A D E R S
Gotham Bold Size: 13px Letter-spacing: 2px Line-height: 120%
our typefaces
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;
H E A D E R S
Aldo the Apache Size: 40px Letter-spacing: 0px Line-height: 100% Transformation: All Caps
B O D Y
A B C D E F G H I J K L M N O P Q R S T U V WXY Z abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;
C O P Y
Adobe Caslon Pro Size: 16px
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Letter-spacing: 1px
abcdefghijklmnopqrstuvwxyz
Line-height: 120%
1234567890~!@#$%^&*()_+-=<>?:;
O U R
T Y P E F A C E S
| 5.0
Elements + Iconography
6.0
Ampcar icons should always be slightly rounded (no more than 2.5px radius).
elements & iconogr aphy
Ensure that elements do not exceed this radius to the point that icons look too animated, or for children. Always choose (or manually create) icons that a have a technical feel to them.
INSTRUCTIONAL MARKERS + SOCIAL ICONS
1
2
3
1
2
3
M O R E I C O N S ( T E C H N I C A L + I N N OVAT I V E )
E L E M E N T S
+
I C O N O G R A P H Y
| 6.0
7.0 Copywriting Tone T H I S
V S .
copywr iting tone T H A T
Advancing the Future
Ground-breaking Research
Use words that eliminate
Discovering a New World
Explore the Deep Sea
Eco-Friendly
Cost-Effective
studying, whereas “Advancing
Engaging Interface
Hands-on Capabilities
the Future” brings forth the idea
Enhanced Experience
New Added Features
Exclusive Editions
Limited Quantities/Clearance
Exhilirating Technology
Exciting Technology
Explore New Territory
Exlpore the Unknown
demographic than the uncertain
Infinite Customization
Infinite Personalization
description behind “Exploring
Innovative Technology
Ascending Technology
Power of Luxury
Power of Elegance
Remarkably Power Efficient
Surprising Power Efficiency
Redefining Machinery
A New Kind of Machine
State of the Art Technology
Best Technology Yet
Speed, Strength + Seamlessness
Fast, Strong & Smooth
Ultimate Driving Experience
Unbeatable Driving Experience
question or doubt. “Research” sounds like the company is still
that our research is ahead of its time and is lightyears ahead of its direct competitors. “Exploring New Territory” will appeal more to the target
the Unknown.” Keep in mind that the more masculine the word can be, the better. Words like “Luxury” will appeal more than the femininity behind “Elegance.” Words like “Gunmetal” will appeal more than “Midnight” when describing a dark color.
C O P Y W R I T I N G
T O N E
| 7.0