Auto Value Brand Identity and Logo Guidelines
Table of Contents
Auto Value/Bumper to Bumper’s overall buying power is so great that, in several cases, its combined purchase volumes makes it either the first or second largest customer of a national brand manufacturer. It’s this buying power that allows the smaller Auto Value/Bumper to Bumper businesses to compete with large mass merchandisers and chain retailers. In the many years of its existence, Auto Value/Bumper to Bumper has developed a profitable and well-balanced mix of national and private label or specialty brand products, giving members opportunities to purchase an entire spectrum of aftermarket products. Quality parts and professional marketing are key to the Auto Value/Bumper to Bumper program. Both are based on a legally sound foundation. Auto Value/Bumper to Bumper gave early attention to the potential liabilities associated with group buying. To provide correct guidance, leading antitrust attorneys in the industry developed operating guidelines to ensure compliance with applicable laws. Similarly, qualified legal specialists are currently retained to superintend antitrust compliance, registration of the association’s logos and trademarks and to oversee its general corporate affairs. Auto Value/Bumper to Bumper understands the vital need for credibility and when it speaks. It does so on the basis of present realities and not “blue sky” projections. Through the combined efforts of its warehouse distributor members, affiliated parts stores and certified service centers, Auto Value/Bumper to Bumper continues to expand and refine its abilities to deliver quality replacement parts and value-added services.
What is a Brand The Auto Value Brand Vision, Mission, Values Positioning Message & Tone Maximizing Auto Value Brand Mark Components AV Brand Mark Logo without tagline Tagline Principles Tagline Usage Logo with Tagline Brand Architecture Incorrect Logo Treatments Trademark & Naming Color Pallete Typefaces Photos and Images
Standard Communications Introduction Letterhead Business Card Envelopes Faxes Email Corporate Communications Intranet Web Site Signage Building Monument Tenant Panel Decals Vehicle Graphics
What is a Brand?
A brand is more then just a logo or mark for Auto Value. It is the promise of commitment, strength, and value to customers in the Auto Parts Industry. The brand distinguishes the company from its competition based on its key attributs and its strengths to be considered. Distinguishing Auto Value provides built preference over the competition and there views. Why the Auto Value Brand? The Auto Value brand is a symbol to emphasize the connection of North American Territory . This will provide loyalty and preference over competitors within the North American region in the Auto Parts Industry. Providing Auto Value as a brand will enforce the connection for better Distribution, Service, and rise awareness of Auto Value as a the preference in the Auto Industry.
All of our certified service centers subscribe to these business practices: • • • • • • • • • • • • •
To perform high-quality repair at a fair price. To give the customer a price estimate for work to be performed. To use only proven high-quality merchandise. To employ the best skilled technicians obtainable. To furnish an itemized invoice. Replaced parts may be inspected upon request. To have a sense of personal obligation to each individual customer. To recommend corrective and maintenance services, explaining to the customer which of these are required to correct existing problems and which are for preventative maintenance. To furnish or post copies of any warranties covering parts or services. To obtain prior authorization for all work done, in writing, or by other means satis factory to the customer. To follow state regulations. To notify the customer if appointments or completion promises cannot be kept. To exercise reasonable care for the customer’s property while in our possession. To maintain a system for fair settlement of customer’s concerns
The Auto Value Brand
Vision, Mission, Values
Auto Value Vision Auto Value is one of the largest auto parts distribution and marketing organizations in the world, marketing the Auto Value and Bumper to Bumper brands. With store and service center locations throughout North America and Europe, we are a source for quality parts and service for over 2,700 parts stores and an equal amount of certified service centers. Aftermarket Auto Parts Alliance prides itself on responding to the individual automotive needs of each customer and providing proven, quality service. Auto Value Mission In survey after survey, one of the most important things a customer wants from his or her professional installer is a warranty...in writing. That’s what you’ll find when you choose an Auto Value or Bumper to Bumper certified service center. Your automotive repair or other service is backed up by our Confidence Plus North American Warranty. This 12-month/12,000-mile limited parts and labor warranty demonstrates our commitment to quality and to our customers. All repairs and service are performed at a preferred shop and are backed by this warranty, giving customers assurance at home and on the road.
If an issue should arise, the customer can return to the shop where the repair was done. If they’re far from home, the warranty work can be done at any of our 20,000 preferred service center partners across North America. While each of our technicians strive to perform reliable repairs every time, our Confidence Plus North American Warranty adds an extra layer of surety with every service.
Auto Value Values • To perform high-quality repair at a fair price. • To give the customer a price estimate for work to be performed. • To use only proven high-quality merchandise. • To employ the best skilled technicians obtainable. • To furnish an itemized invoice. Replaced parts may be inspected upon request. • To have a sense of personal obligation to each individual customer. • To recommend corrective and maintenance services, explaining to the customer which of these are required to correct existing problems and which are for preventative maintenance. • To obtain prior authorization for all work done, in writing, or by other means satisfactory to the customer.
The Auto Value Brand
Corporate Tagline
Positioning
The Auto Value Brand
The representation of the Auto Value Logo must be used as indicated in this manual. This document is to be used as a guide, for the improving of Auto Value as a brand and its identity. With prime focus on improving the application of the logo within the brand and identity. A conection between, execution of all communications and the brand and strategy is imporatant to be able to enforce the companies strength. In order to establish this there must be organization to achieve this unified look and feel. The effectiveness of this document on the logo and brand is become in effect immediatly. The fullest implementation of the brand will occur over time. Implemination of rules and regulations will be adapted to new materials, and products. Products, nor materials with older implimentations will not be discarded just to comply with the new rules and regulations of the improving of the new Auto Value Brand. Rules and regulations will be available for Corporate Members of Auto Value, along with partners and suppliers in communication. Questions are availble for the Auto Value Marketing group to better assist any concerns, clarifications, to comply with identity standards.
Message & Tone
Objectives The main objective in providing this document is to provide for all levels of communication. These guidlines will serve to establish a stronger brand identity for Auto Value. Recognition of the brand is important to establish growth over competitors. Reinforcing the vision of the company within the brand will strengthen and instill pride in the corporate value and objectives. Coherence with this document will rise equity and ensure Auto Value as a brand is always presented wtih consistancy, and unification to all forms of communications
The Auto Value Brand
The Auto Value Brand represents the North Americas, and our impact on the world. It is important to protect and build within perameters for a stronger brand. The following sections contain important information on how to express the Auto Value brand in, documents, templates, the brand mark and brand guidelines that are examples of proper and improper applications. The following rules are to be kept in consideration to maximize the Auto Value brand.
Maximizing Auto Value
The only solutions that are to be labeled with the brand mark are for business forms, advertising, presentations, specialty items and facility items. No other applications will need the brand mark. When the brand is used it is to be considered a “product� that represents the Auto Value company. Care of the brand mark and its use is very important to make the communications consitant from one solution to the next. Delivering of the brand mark, in all presentations or methods is to carry the same rules to display the brand mark proudly and properly. The correct usage of the brand mark is important to the Auto Value image. One mistake or inconsistancy can damage the brand and create roadblocks for easy communication of the brand. The guidelines are to be detailed and in the following sections to guarentee the correct implementation of the Auto Value Brand.
The Auto Value Brand
The Auto Value Brand represents the North Americas, and our impact on the world. It is important to protect and build within perameters for a stronger brand. The following sections contain important information on how to express the Auto Value brand in, documents, templates, the brand mark and brand guidelines that are examples of proper and improper applications. The following rules are to be kept in consideration to maximize the Auto Value brand.
Maximizing Auto Value
The only solutions that are to be labeled with the brand mark are for business forms, advertising, presentations, specialty items and facility items. No other applications will need the brand mark. When the brand is used it is to be considered a “product� that represents the Auto Value company. Care of the brand mark and its use is very important to make the communications consitant from one solution to the next. Delivering of the brand mark, in all presentations or methods is to carry the same rules to display the brand mark proudly and properly. The correct usage of the brand mark is important to the Auto Value image. One mistake or inconsistancy can damage the brand and create roadblocks for easy communication of the brand. The guidelines are to be detailed and in the following sections to guarentee the correct implementation of the Auto Value Brand.
Brand Mark Components
The Auto Value logos is used to represent Auto Value over the competition and enforce the unity of the North American Territory as a map of Territory for Auto Value. The use of Auto Value must be used within the standards stated clearly within this document. All logos of Auto Value will derive from a digital format, that may not be tampered with, distorted, or altered to accomidate for any use, or there then the ones stated in this manual. If there are any questions, comments,concerns, upon the usage of the Auto Value logo, the Marketing communications group should be consulted.
Auto Brand Mark
As a part of the Auto Value family, and company every member of that Auto Value team is responcible to reproduce the logo and brand within the guidelines as stated in this document. These will help us work together in building a stronger Auto Value brand to all we do business with. The AV is a registered trademark for Auto Value. It is registered with the U.S. Patent and Trademark Offices and will be a distinguised symbol to identify distribution, parts, and service. The Auto Value brand identity can be defined as the stamp for certification of authenticity for valued service and performance. The Auto Value stamp is a stamp of certification in North America. This stamp stands to provide comfort and security to those purchasing and prefering Auto Value. The red remains consistant with the logo to associate with Auto Values territory. The common color used by America, Mexico, and Canada is red. Red stands for power, strengthand value in a company. Colors and values that resemble
Brand Mark Components
x
Logo without tagline
x
x
Auto Value The use of the x will define the space around both the word mark and brand mark so cluttering is not a issue in placement of the logo on any platform. Establishing this system makes for a universal space around the established logo. The brand mark may be used in 4 variations depending on the platform for displayingthe brand mark.
Auto Value
Auto Value
The space around all brand mark, and word mark combination is of, X or the space below.
The space within the red box area covers x adapted to both brand mark, and word mark.
Auto Value
Brand Mark Components
The uses and fundamentals of the established tagline are to add strength and coherence between both the mark and the brand. They also serve as a objective, and a graphic desposition Objective: The big idea that is to be associated with the Auto Value brandmark. In the mind of the consumer and the marketplace there is to be a essence of defining a benefit statement and sign of recognition. Graphic Desposition: The graphic desposition is to follow the identity of Auto Value and its key points and values. The Auto Value tagline “ Other Corporate Examples
Tagline Principles
Brand Mark Components
Tagline usage is vital for the core messaging platform communication the all Auto Value consumers. The following guidelines will help to determine when and where the Auto Value Tagline is to be used. Required Applications Advertising Print (joined within the corporate signature, will not stand alone)
Radio Television Transmition Permitted Applications for tagline communication Promotional gifts All deliverables that are used within this method are formed to test the communication of the tagline and if its core values are clearly recognized.
Tagline Usage
Promotional Items:
Prohibited Implemintations
Footballs
Product Badges
Paper weights
Product Packaging
Umbrellas
Architectural Signs
Buttons
Monemental Signs
Ties
Light Cabinets
Baseball Caps
Engraved signage
Sun Visor
Business Stationary
Watches
Automated voice system
Clocks Pens, Pencils T Shirts
Brand Mark Components
Logo with Tagline
Brand Mark
Brand Mark color options
All brand mark art work will be available as a .eps format within the Auto Value brand download link. All files found within .jpg format are for on screen format in the highest quality. All artwork for the brandmark is available at the Auto Value Link.
The Auto Value brand mark will be available with in 3 color options to choose from depending on the application the brand mark will be used on. All Red Auto Value with tagline All Black version with tagline
Application Sizes The minimal size to be used for the Auto Value brandmark is, The length is measured from the guides below.
Reversed white on black with tagline. In this version the entire logo and tagline are in white on a black background.
Brand Mark Components
Brand Architecture
Brand Mark Components
There is only no variations to be used within the equity of Auto Value as a logo. The AV logo is to be used as stated and displayed in this document with no alterations or changes without consulting this manual first. No additions, designs, words, or symbols may be attached to the AV logo. The AV logo is Universal, for the Spanish, and French markets
Incorrect Brand Mark Treatments
Auto Value
Auto Value MEXICO
Auto Value
Auto Value
CANADA
MAS Auto Value
PLUS
Auto Value
Auto Value
Brand Mark Components
Trademark & Naming principles
Process
Trademarks and Naming
Corporate Communications works with the internal organization requesting a new product/service name to determine key audiences and messages. A short list of names is then developed and recommended to the group requesting the name. Corporate Communications then works with Legal to research the availability of a given name and make a claim on a trademark. The name is then reviewed by the U.S. Patent and Trademark Office in Washington, D.C., and then published in the Trademark and Patent Gazette. If no objections are raised during the normal review period, the trademark office will then assign a registration number for the name requested.
A crucial element to the success of any corporate identity program is following all legal guidelines regarding registered trademarks and patents. Any deviation from the guidelines in this manual could result in the loss of our legal right to use our marks, logos and, possibly, the Auto Value name. The same attention must be paid to the company’s process for registering names for its products and services. If the proper process for naming is not carefully followed, Auto Value may face patent and liability issues. To ensure proper usage of Auto Value names, we have generated a trademark/ patent list that is updated quarterly. Refer to Policy In order to ensure a precise, orderly process, Corporate Communications and Legal must be consulted to obtain a legally protected trademark/name for any product or service that the company wishes to market and sell.
Brand Mark Components
Color Pallete (print&web)
Alternative
Primary
Auto Value Color System The Auto Value color system has been devised for better interpretation of the Auto Value brand and brand mark. The use of color is important to be used across all visual medias, advertising, markeintg, sales materials and web exposure. The consistancy of using the color is important to enforce proper implementation, and associate fairly
White - A Cool Gray 1U 0-0-0-6 239 - 240 - 240 EFFOFO
Name: Pantone: CMYK: RGB: RGB Web Safe:
White N/A 0-0-0-0 255 - 255 - 255 FFFFFF
Name: Pantone: CMYK: RGB: RGB Web Safe:
Red PMS 1795 0 - 100 - 100 - 0 237 - 38 - 76 ed1c24
Name: Pantone: CMYK: RGB: RGB Web Safe:
Dark Red DS 75 - 1 U 20 - 100 - 98 - 11 182 - 32 - 38 b62026
Name: Pantone: CMYK: RGB: RGB Web Safe:
Black Pantone Black C 0 - 0 - 0- 100 35-31-32 231f20
Name: Pantone: CMYK: RGB: RGB Web Safe:
Mid Grey Pantone Grey 4c 0 - 0 - 0 - 20 204 - 204 - 204 CCCCC
The Auto Value Brand Logo
As color is a important part of the presentation of the logo and the way the customers can interpret it, colors to enhance and recognize Auto Value is important. The logo must be able to be resembled by near or far recognition. Recognition is key against all possible competition.
Color Applications / B&W Logo
The uses of the black and white , and white on black versions are to be conserved and utilized only in the spectrum of stationary reciept graphic areas. Both the linear and graphic logos are allowed to be used in this venue. The Linear Auto Value Mark The Auto Value Logo can be used with out the stamp. This is to be used in special occasions, and with approval of Marketing Communications
The example show basic applications of the principlels Keeping the visibility of the AV logo is very important to keep consistancy of all possible important factors of the logo. Within the logo and its uses a black and white version is to be produced by the standards of this document.
Auto Value Auto Value Auto Value Auto Value
Brand Mark Components
Typography
Century Gothic Typeface Family Interior & Exterior Typefqce usage
Auto Value Type Family > Century Gothic In order to properly communicate the Auto Value brand the following type family will be used. This typeface will emphasis on the personality of Auto Value and its new identity. Refer to the following on the right for samples.
abcdeghi jklmnopqrs tuvwxyz
abcdeghi jklmnopqrs tuvwxyz
abcdeghi jklmnopqrs tuvwxyz
abcdeghi jklmnopqrs tuvwxyz
ABCDEGHI JKLMNOPQRS TUVWXYZ
ABCDEGHI JKLMNOPQRS TUVWXYZ
ABCDEGHI JKLMNOPQRS TUVWXYZ
ABCDEGHI JKLMNOPQRS TUVWXYZ
1234567890
1234567890
1234567890
1234567890
!@#$%^&*()<>?
!@#$%^&*()<>?
!@#$%^&*()<>?
!@#$%^&*()<>?
Lowercase type usage
Uppercase type usage
Numerical usage
Symbol usage
Brand Mark Components
Photo & Images
Standard Communications
Every day the stationary involved to add to Auto Values brand, makes a valid impression on its customers, prospects, and shareholders. The impression of all attributes involved in this stationary look must be positive. All aspects are to be professional and clear to the users as they represent the Auto Value Brand The purpose of the following guidelines is to forma family within all implimentations.
Introduction
Standard Communications
Logo Note: Measurement from the bottom of the A to the right angle of the V. Rule: The width of the AV logo is 0.963 in The height of the AV logo is 1.2269in The space between the edge of the page 0.6296in to the AV logo
Letterhead
Standard Communications
Business Card
3.5 in Logo Note: Measurement from the bottom of the A to the right angle of the V.
0.4949 in 0.8565 in
Juan Carlos Mora Part Specialist
Rule: The width of the AV logo is 08565 in
The space between the edge of the page 0.4174 in to the AV logo Stanard Width for the Business Card will be 3.5 inches by 2 inches.
1.0698 in
The height of the AV logo is 1.0698 in
Auto Value 23 White Spruce Lane Levittown.Pa 19054 Tel.215.892.7833 FAX. 215.852.0549
0.4174 in
0.4409 in
0.2875 in
2 in
Standard Communications
Envelopes
Logo Note: Measurement from the bottom of the A to the right angle of the V.
9.5 in
0.4949 in
0.1335 in
0.8565 in
The height of the AV logo is 1.0698 in
0.3665 in
Auto Value 1.0698 in
Rule: The width of the AV logo is 08565 in
Juan Carlos Mora 23 White Spruce Lane Levittown, Pa 19054
0.4174 in 2.9492 in
The space between the edge of the page 0.4174 in to the AV logo Stanard Width for the Envelope will be 5.5 inches by 9.5 inches.
5.9611 in
5.5 in
Standard Communications
Logo Note: Measurement from the bottom of the A to the right angle of the V. Rule: The width of the AV logo with the word mark is 2.713 in The height of the AV logo with the word mark is 1.0004 in The space between the edge of the page 1.1806 in to the AV logo Stanard Width for the fax will be 8.5 inches by 11 inches.
FAXES
Signage
All emails and email signatures must be created in size 10pt Century Gothic. No slogans or graphics are allowed to be used around the email area.
Example:
John Doe Manager General Parts, Inc./ Auto Value P.O. Box 12345 Philadelphia, Pa 19032 Office: 123-456-7890 FAX: 123-456-7890 Mobile: 123-456-7890 email: john.doe@autovalue.com
Corporate Communications
Intranet Website
Corporate Communications
Uniforms
Every partner and teammate is a important part of Auto Value. Everyone is team player and dedicated part to making Auto Value a succesful company in the North American Terriotory.
Uniform Policy
As first impressions are supremely important in all company scenarios, leaving a long lasting professional look to the customers is a plus. The AV uniform program is to be used all over the North American Territory for a long lasting impression of unity and quality ensurance to all.
Teammates are responcible for maintaining the integrity and cleanliness of their uniforms. Torn or stained apparel is to be cleaned, repaired or replaced.
The basic Auto Value uniform consists of a Blue Shirt and khaki pants. This combination promises a professional look and to be always seen as a professional who are associated with a strong company in the auto industry .
Teammates are to wear Auto Value Approved Apparel.
Name Tags are to be used all times with uniforms. If any teammate has any questions or concerns upon these rules and regulations, they should speak to their manager or team leader.
Corporate Communications
Uniforms
Signage
Building
It is prefered to use the internally illuminated channel letter building sign for optimum visibility. The color can change and is depending on the color of the building. In a alternative to this method an Auto Value sign cabinet with white letters can be a option.
4x
Determining the proper and most effective method for signage for a building what must be considered are the constraits you could face. Landlord, city, and state regultations within the area. Background materials colors, and the visibility of your choice for the building sign. The size of the building also plays a very important part in the choosing of the building sign. Obstructions and considering locations will also be constraints in the development the Auto Value building sign.
4x
Building Sign Applications
Auto Value
4x
x
Auto Value
4x
x
Signage
Monuments
Monuments Applications
x
x
x
x
x
Auto Value
Auto Value x
The sign should be appropriatly scaled for the location. Maintaining the appropriate clearspace around the Auto Value brand mark. The details are furtherly outlined.
x
x
Determining the proper and most effective method for signage for a monument what must be considered are the constraits you could face. Landlord, city, and state regultations within the area. Background materials colors, and the visibility of your choice for the building sign. The size of the monumnet also plays a very important part in the choosing of the building sign. Obstructions and considering locations will also be constraints in the development the Auto Value building sign.
Signage
Tenant Panel
Panel Inserts Panel Inserts have the difficulty of competing with other ads and messaging for the attention of the customer. So it is important to use the Auto Value brand mark ,and the color red together at all times. However sacrifices are not to be made, with the clear space. Consistancy must be kept to maximize the brand. Properly scaling the Auto Value will allow for best recognition to customers, in contrary to a larger version in a smaller background Color choices are everything to help in fighting against other messages on one panel. 1. Red on white 2. White on Red 3. Black on Red 4. Red on Black Other variations can be used but the Auto Value must be used, and consistancy must be kept from other applications.
Auto Value
Auto Value Auto Value Auto Value Auto Value
Signage
Decals
Decal Applications
3"/ 7.62c m
Auto Value
5'/ 1.524m
3.25"/8.255c m
Auto Value
5'/ 1.524m
Such rules and regulations are used and needed in case of unexpected obstructions. If the door is made of a material other then of glass, then the alternate decal with a Red Background is to be used.
5'/ 1.524m
The decal is to be used by centering the graphic left to right as indicated below. The mounting is to be 5 feet or 1.524 meters to the underside of the brand mark for maximum visibility.
3.75"/9.525c m
A white vinyl application should always be used in the use of glass doors since glass reads a blackground. The Auto Value brand mark is to be used at all times. With or without the tagline, but must remain with consistancy to follow rules stated in this document. Auto Value
Signage
Vehicle Graphics
Ford Cargo Vans - E150, E250, and the E350 To propery asses the values and distribution of products for Auto Value it is important to concetrate on the vehicles that will be used. Vehicles are identified with the decal of the Auto Value brand mark to be placed on the door of vehicles.
Auto Value
The decal is to be used in full color preferably in red for more consistance to the Auto Value brand, and its mark. The size of the brand mark is to be used within a fixed sixed of 21 inches in width. For rules with positioning it is important to think about maximum visibility. Obstructions, and other conditions may require alternate placement. For the Ford E- Series the deal is to be placed 12 inches below the window. Measurments are to be made from the bottom of the window to the bottom of the Auto Value Red banner for the brand mark.
12” / 30.48cm equal
equal
12” / 30.48cm equal
equal
Auto Value
Auto Value
21” / 53.34cm
21” / 53.34cm
Applications
Uniforms
Every partner and teammate is a important part of Auto Value. Everyone is team player and dedicated part to making Auto Value a succesful company in the North American Terriotory.
Uniform Policy
As first impressions are supremely important in all company scenarios, leaving a long lasting professional look to the customers is a plus. The AV uniform program is to be used all over the North American Territory for a long lasting impression of unity and quality ensurance to all.
Teammates are responcible for maintaining the integrity and cleanliness of their uniforms. Torn or stained apparel is to be cleaned, repaired or replaced.
The basic Auto Value uniform consists of a Blue Shirt and khaki pants. This combination promises a professional look and to be always seen as a professional who are associated with a strong company in the auto industry .
Teammates are to wear Auto Value Approved Apparel.
Name Tags are to be used all times with uniforms. If any teammate has any questions or concerns upon these rules and regulations, they should speak to their manager or team leader.
Applications
Logo: Color Auto Value Logo with no Type. Approved Apparel: Button Down Shirt Khaki Pants Black Dress Pants (slacks) Black Dress Shoes Name Tag
Uniforms