Valeo Brand Standards by Ann Wood

Valeo Brand Standards Manual

Ann Wood Identity Systems | Fall 2016

Valeo brand standards Who Valeo is

Old Identity

The New Valeo

Brand Materials

The following are the brand standards for the auto parts manufacturing company, Valeo. The previous brand will be shown and explained why it did not achieve Valeo's goals and vision. Next, the new brand of Valeo will be unveiled along with a set of guidelines about how to properly implement the new brand.

01 Who Valeo Is

Valeo, the auto parts

Valeo is a smart–tech auto parts

through their website and app. Valeo is

manufacturing company because the

also extremely committed to sustainable

auto parts that Valeo produces are not

development, and they invest in the

just better—they are smarter. Valeo

latest technology to make sure that their

implements the latest technologies in

auto parts are environmentally friendly.

their products to guarantee that their

Innovation is one of the key values at

customers have the highest quality

Valeo—it is implemented in all stages of

driving experience possible. They sell

Valeo’s production. Valeo is always striving

parts to auto companies, but they want

to create easier, smarter systems that

to encourage customers to get involved

allow their customers to feel confident and

with them and learn more information

safe when using their products.

â&#x20AC;&#x160;smart-tech manufacturer

02 Old Identity

previous Valeo

The old branding did not connote the

they had were extremely outdated and

appropriate modern vision that Valeo

not related to each other at all. There

strives for. The curves of the logo and

was no consistency with color palette,

the awkward check mark appeared

typography, or overall brand.

soft and weak, while the materials

previous Valeo

Website homepages

previous Valeo

Advertisements/Fliers

previous Valeo

Valeo's previous website did not have a

explain each minute detail, and many links

high user experience quality. The website

were presented more than once on a single

would load in French half of the

page. They wanted to show proof that they

time—they were trying to incorporate their

are the most knowledgable in their sector,

French heritage—but it ended up being

but showing complicated graphs was not

annoying and frustrating to people who do

the way to easily express this to customers.

not speak French. When the website was

The photos used were also either clearly

in English, it took many paragraphs to

stock photos or poor quality "real" photos.

previous Valeo

All three of these pages were supposed to be branches of the main Valeo website. However, there was absolutely no continuity in any of these web pages in regards to color, typography, photos, information, or layout.

previous Valeo

The previous Valeo did the unimaginable. They used improper grammar on the headline of their main website's homepage. This inattention to big details shows their lack of attention to smaller details and customer experience. It appeared as though they were careless with how they presented themselves to the world, therefore it appeared as though they were careless with what they were doing as a company.

in with the new. 23

03 The New Valeo

logo

The new Valeo logo is strong, fresh, and

signifies an arrow moving forward and

energetic. The wordmark is lowercase

also the swooshing motion of a vehicle

but heavily bold to express the power but

accelerating. It attaches to the wordmark

approachableness of Valeo. The lowercase

to tie the action of the emblem with the

letters will stand out against competitors

word Valeo. This new logo connotes

that have wordmarks in all caps, but

energy and action, which represents

the extra bold letters will still allow

the drive of Valeo to move forward and

Valeo to fit in its sector of automotive

implement the technology of the future.

part manufacturers. The emblem

logo

Logo variations

On dark background

One color

logo

Grey scale

White on black

logo

Safe space

Length of the top of the v

logo

Service logos

clutch

lighting

wiper 31

logo

Development of Logo The Valeo logo has been designed carefully and therefore should be used correctly. The letters of the logo have been altered from simply typed letters—they have been designed and manipulated to stand with the emblem to make the powerful logo.

»» Height of letterforms have been altered

Official logo

»» Tracking has become more narrow

Typed out "Valeo"

»» "o" is slashed

logo

Correct use

Minimum size

65 points

Not correct use

Never stretch the logo

Never condense the logo

Never color the emblem

Never rotate the logo at an angle

valeo Never insert a background on the logo

Never "make your own logo" by typing "Valeo" and placing the emblem next to it

brand elements Corporate elements

Valeo dark grey

White

CMYK 10 10 10 90

RGB 255 255 255

PMS Cool Gray 10

CMYK 0 0 0 0

RGB 56 54 55 Call out boxes

The corporate brand elements are not

important information. The call out boxes

meant to distract from information on

should be 30-40% of the size of the image,

materials; rather they should help to call

and they should be used at 60-80% opacity

out important information and provide

with text over top of them. The boxes

interesting visual hierarchy. They do not

should allow the text to be legible. The tech

have to be used on every page on every

elements should be used for accents or for

material. They should be used when

calling out information.

needed to provide interest or call out

Tech element Components of element can be used for call outs

brand elements

Examples of corporate elements

multitasking pro

Valeo has developed Cruise4U®, an automated driving system that allows the driver to decide whether to drive manually or allow the self driving system to take over. Be in control, or have your car drive you around—itʼs up to you.

be intimidated no more

The new Valeo 360Vue® 3D system gives not only full visibility around the vehicle,

but also a 3-dimensional view of the vehicle’s environment. The driver can perform

maneuvers or leave a parking space safely, with excellent visibility of all obstacles and

the capacity to see all blind spots. Intimidated by parallel parking? Not any more.

Advertisements

corporate element

brand elements

tech element

corporate element

Packaging

brand elements

Casual element

Example; different angles may be used

The emblem may be used freestanding

to the interesting quality of the emblem and

on more casual materials as long as the

highlights the uniqueness but solid focus

official logo is in used in close proximity.

of Valeo's values. It should be used on

However, when used in this way, the

materials that are more casual and do not

emblem must be enlarged to exaggerate

require a great deal of wording. It should be

the interesting angles. The purpose here

used as an engaging element that reiterates

is to allow promotional and more casual

Valeo's strive to not only be serious, but to

items to feature a fun, engaging object that

also be engaging with their customers.

interacts with the viewer. It calls attention

Corporate to casual element usage scale Corporate

Casual

brand elements

Examples of casual elements

Note: the official logo is in close proximity to the emblem in this example; it is just on the side not photographed

color

Valeo dark grey PMS Cool Gray 10 CMYK 10 10 10 90 RGB 56 54 55

White CMYK 0 0 0 0 RGB 255 255 255

Valeo green

PMS 376 CMYK 46 0 100 0 RGB 149 214 0

typography Headlines San Francisco UI Display Heavy

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Subheading San Francisco UI Display Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Body text San Francisco UI Text Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 42

Headings »» -10 tracking »» headings are 3-3.2 times the size of the body text »» leading is same number as body text size »» only "Valeo" and proper nouns will be capitalized

Subheadings »» 50 tracking »» subheadings are 1.6-1.8 times the size of body text »» leading is same number as body text size

Body »» leading is 1.5-1.7 times body text size

typography

San Francisco UI Display and Text are the

The headlines will be short and to the

Valeo typefaces because of their clean

point for maximum clarity. The subheading

lines and minimal shapes. The heading text

will still be bold, but not as much as the

will be heavy and condensed to mimic the

heading text. Hierarchy is very important,

boldness of the logo. Lowercase letters

but no more than 5 different text sizes

will be used solely, except for when the

and weights should be used at a time. Too

word "Valeo" is used, or proper nouns.

much differentiation can cause confusion.

Body text size/leading relation

To determine text/leading sizes

leading is 150% of type size

1. Choose legible body text size. It will vary

Size (pt.)

Leading (pt.)

6 pt.

7 pt.

10.5

8 pt.

9 pt.

13.5

10 pt.

11 pt.

16.5

12 pt.

13 pt.

19.5

14 pt.

15 pt.

22.5

16 pt.

on different materials. 2. See the adjacent chart to determine body leading based on the corresponding body text size. 3. Determine subheading and/or heading size relative to the body text size (see adjacent page). 4. Leading for subheading and heading text is the same number as the text size.

typography

Example of hierarchy heading

the quick brown fox jumped over the lazy dog » 3-3.2 times the size of body text » 26/26 body text/leading

subheading

the quick brown fox jumped over the lazy dog » 11.6-1.8 times the size of body text » 13/13 body text/leading

body Faccus utem fugia et aut quosam iumquaepel molest as sim la net, sanis sincipsum voluptas et eum nonsequatem lacerum nobis volorit fugit etur, incidundelit et molligenis iur apient alitium harum et elibus aut assit, omnis dio. Ur, ipis nobitis enda quodi velecusdam harchillor andae idebis sit, ipitatet aut aut et fugitiure omnis maximet vit voloria voluptatumet et et que quam que aut ditiore pro temolup tatureritem event alibus a accupta spelest, saestem excessum di dem alitatur. » 8/12 body text/leading

grid and composition

A grid is very important for the structure of Valeo materials. A strong grid will give the viewer a sense of consistency and power. The grid will change based on the material, but materials should look consistent nonetheless. A microgrid should be established to provide the most flexibility. The microgrid will be determined by the body text leading number. For example, if the body text leading is 12 points, the microgrid will be established at 12 points.

Example of grid usage Preview of website

» body text is 30/48 » leading is x; x= 48 points » microgrid is established as 48 points

photography

Photography style for Valeo should include photos that highlight interesting angles or different perspectives. When people are in photos, do not have them looking directly at the camera, unless the photo is a headshot. Photos should be of the highest quality resolutionâ&#x20AC;&#x201D;at least 300 DPI.

04 Brand materials

stationery

The stationery can have a mix of corporate and casual brand elements. The stationery must connote seriousness but it can also include slightly more casual elements, such as the tech element pattern.

packaging

web & user interface

Search interface

web & user interface

Navigation UI Primary navigation is highlighted, then a line shoots out to direct users towards the sub-navigation.

web & user interface

New page Primary navigation is shown on the left, with the navigation page selected highlighted at the top. The line will then point to the corresponding subnavigation. The current page will be highlighted in Valeo green.

web & user interface

Navigation UI New page The navigation selected will be highlighted at the top. Next, a line will direct to the subâ&#x20AC;&#x201C;navigation. The name of the page displayed will be in highlighted in Valeo green, while any previously viewed pages will be in a faded grey.

web & user interface

mobile app

apparel

Corporate

Casual

identification

The name badge will be worn by all employees. The ID badge will have a chip installed in it to allow employees access through secure areas.

ID badge

Name badge

purchase items

promotional events

The latest vehicles that implement Valeo technology and that have the highest level of sustainability ratings will be used for displays and demonstrations at promotional events. The emblem and/or the tech elements should be used as decal on the vehicles to add interest and grab attention.

advertisements Multitasking Pro The "Multitasking Pro" campaign is a

driving. The driver could drink their coffee,

campaign that endorses the Cruise4UÂŽ

talk on the phone, or send an email all

automated driving and parking system

while getting to where they need to go.

that Valeo has introduced to the market.

This campaign will include photos that

Automated driving allows the driver to

feature drivers attempting to multitask,

not be focussed on the road, and they

whether in the car or not.

can therefore work on other things while

multitasking pro

Valeo has developed Cruise4UÂŽ, an automated driving system that

allows the driver to decide whether to drive manually or allow the self driving system to take over. Be in control, or have your car drive you aroundâ&#x20AC;&#x201D;itĘźs up to you.

advertisements

Be Intimidated No More The "Be Intimidated No More" campaign draws attention to the Cruise4UÂŽ system that allows cars to park themselves. This campaign features photos of some scenarios while on the road that can make drivers nervous, such as parallel parking or merging onto interstates.

advertisements

be intimidated no more

The new Valeo 360VueÂŽ 3D system gives not only full visibility around the vehicle,

but also a 3-dimensional view of the vehicleâ&#x20AC;&#x2122;s environment. The driver can perform

maneuvers or leave a parking space safely, with excellent visibility of all obstacles and

the capacity to see all blind spots. Intimidated by parallel parking? Not any more.

advertisements

All Of This Working For You

The "All Of This Working For You" campaign

they want to let their customers know that

draws attention to the seemingly minute

every little thing Valeo does is ultimately for

parts that Valeo uses that join together to

their customers. This campaign includes

create working systems. Valeo holds their

ultra high resolution photos that emphasize

customer relations to a high standard, and

the intricate parts of Valeo's products.

advertisements

all of this working for you Valeo makes sure to use the best and latest technology in their products. Valeo works particularly closely with a limited number of suppliers, chosen from among the best in the world. They do all of this so you can be confident in your ride.

Valeo buildings

Research center desks

Corporate exterior

wayfinding

additional information

To seek additional information, visit annwooddesign.com or contact Ann Wood directly at annparkerwood@gmail.com

Ann Wood Project completed Fall 2016