Vespa Style Guide

V E S P A

S T Y L E

G U I D E L I N E S

I N T R O D U C T I O N

Our maniesto.

Every day, we go out into the world to face the challenges that the day has to offer. With such a hectic lifestyle, we are ultimately forced to move in such a pace where we become oblivious to the beauty around us. To keep up with this pace, we use different modes of transportation for just one objective: to get us from point A to point B. As a result, we as a society value the trip for its destination, not for the adventure as a whole. For nearly fifty years, exploration is the principle that Vespa has been founded upon.

Vespa doesn’t just take you to places you know. It takes you to places you don’t. It makes you look glamorous at a not-so-glamorous price. With Vespa, every day is a day well spent.

V O I C E

Simple.

Stylish.

Elegant.

Fun. Economical.

Never use the word “cheap”.

Vivacious.

Glamorous.

Comfortable.

Youthful.

Romantic.

T A G L I N E

A day well spent.

Our tagline, “A day well spent�, embodies an emotional and economical message that the Vespa has tried to convey to its consumers throughout its sixty years of operation.

First, the tagline emphasizes the small, but impressive advantages that Vespa riders have over those who drive in a car or a motorcycle. The compact size of the Vespa is one feature that separates the scooter from any other vehicle out there. Because it is comparably smaller and lighter than a car or a motorcycle, the Vespa allows riders to easily glide through traffic congestion. As a result, the Vespa takes riders to their destinations a lot quicker, allowing them to make more stops in between to truly maximize their day.

Second, the tagline emphasizes the cost-effectiveness of the scooter. Because scooters start at around $3000, the target demographic, which consist of both the younger and older generations, can afford to own a Vespa. With an EPA estimate of 75 miles per gallon and an average cost of $8.44 to fill up a Vespa, it is much more economical to drive and maintain a Vespa than it is for a car or a motorcycle.

I M A G E

Worth a thousand words.

Imagery used throughout the campaign should convey the simplicity and the versatility of the Vespa. Every image should embody a level of sophistication with a playful overtone to it. In essence, imagery should capture spontaneous moments of happiness with a subtle hint of glamour that is neither gaudy or overwhelming.

Communication should be easy to comprehend. The viewer should look at it and in a second, have an ah-ha moment. Infusing minimal design with a classic elegance should be the ideal goal when creating pieces for the campaign.

I M A G E

L O G O

A day well spent.

A day well spent.

Our logo consists of an vector illustration of a wasp, symbolic of the name “Vespa”. Upon seeing the prototype of the first Vespa, Enrico Piaggio, the company’s founder, settled on the name “Vespa” (Italian for “wasp”) for his future line of scooters after its distinctive wide and narrow shape. The wasp is positioned in a way where it appears as if it is coming right at you, demonstrating the speed and vigor of the Vespa.

L O G O

Acceptable Forms

Horizontal orientation.

Min. width: 1.72 in

Wasp (When used seperately) Min. width: 0.69 in

Stacked orientation.

Min. width: 1.06 in

Title.

Min. width: 1.06 in

Use the stacked orientation of the logo when branding the logo onto the scooters.

Acceptable Advertising Forms

A day well spent.

Horizontal orientation, Tagline included.

Min. width: 1.72 in

Use tagline only in ad campaigns.

A day well spent.

Stacked orientation, Tagline included.

Min. width: 1.06 in

A day well spent.

Title.

Min. width: 1.06 in

L O G O

Unacceptable Forms

A day well spent.

Substituting the “V” in the wasp for the “V” in the “Vespa”.

Seriously, don’t.

Rotating the wasp.

Crop.

Squeeze or Stretch.

Outline.

T Y P E F A C E S

Neutra Text Book Headlines/Titles Font size varies, -10pt kerning

Neutra Text Demi

Neutra Text Bold

Subheads/Subtitles

Subheads/Subtitles

Min. font size 18pt, -10pt kerning

Max. font size 18pt, -10pt kerning

Proxima Nova Regular

Arial

Body Copy

Web Safe Font

Font size 10pt, 25pt kerning

10pt, 25pt kerning

C O L O R S

Primary

RGB CMYK HEX

208, 242, 236 14, 0, 2, 5 D0F2EC

RGB CMYK HEX

161, 237, 173 32, 0, 27, 7 A1EDAD

RGB CMYK HEX

74, 217, 136 66, 0, 37, 15 4AD998

RGB CMYK HEX

255, 255, 255 0, 0, 0, 0 FFFFFF

RGB CMYK HEX

247, 47, 29 0, 81, 88, 5 F22F1D

Our primary color palette consists of five colors: light blue, mint, aqua green, white and red. These colors, symbolic of the Italian flag, evokes a sense of energy and youthfulness that one feels when driving on a Vespa. This palette will be used in a variety of mediums such as print ads and the website.

C O L O R S

Secondary

RGB CMYK HEX

227, 203, 172 0, 11, 24, 11 E3CBAC

RGB CMYK HEX

156, 153, 133 0, 2, 15, 39 9C9985

RGB CMYK HEX

196, 109, 59 0, 44, 70 23 C46D38

RGB CMYK HEX

120, 136, 128 12, 0, 6, 47 788880

RGB CMYK HEX

205, 40, 33 40, 17, 0, 67 324654

Our secondary color palette consists of five colors: tan, olive, orange, pale blue and navy blue. These colors, unlike the primary palette, is duller and will be used occasionally in a variety of mediums to balance out the energy that the primary palette evokes.

C O L O R S

Tertiary

RGB CMYK HEX

111, 104, 104 0, 8, 5, 69 4F494B

RGB CMYK HEX

71, 66, 68 0, 8, 5, 72 474244

RGB CMYK HEX

48, 45, 46 0, 8, 5, 81 302D2E

RGB CMYK HEX

36, 33, 34 0, 8, 5, 86 242122

RGB CMYK HEX

255, 167, 0 0, 34, 100, 0 FFA700

Our tertiary color palette consists of mustard yellow and four varieties of gray. These colors is symbolic of a wasp (Vespa means “wasp” in Italian). Unlike the previous palettes, this palette will be used sparingly and applied subtlely such as the logo.