Neal McDaniel - RK Motors Advertising

PROMOTING HIGHWAY Brand Book and Advertising Style Guide 2011

Neal McDaniel . creative direction . branding

Introduction

Our identity is not just our logo.

It is a unique design system composed of a number of elements that come together to form a cohesive brand.

This document was created to guide and assist you in the advertising and promotion of the RK Motors brand.

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Logo Introduction

The RK Motors logo is the most visible component of our identity. It serves as a key visual element across all RK Motors advertising and promotions.

This is the official mark of RK Motors.

It represents our professionalism, craftsmanship, and heritage.

OPPOSITE:

e RK Motors “Trophy” logo as shown on either a white or black background (reverse).

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RK Motors Black

RK Motors Gold

RK Motors Gray

RK Motors “Satin Metallic”

C70 M65 Y50 K75 R24 G22 B24 #181618

C00 M34 Y91 K00 R248 G163 B30 #F8A31E

C55 M45 Y45 K15 R95 G97 B98 #5F6162

CMYK image

Color

The RK Motors logo is always black and gold. It is often accompanied by gray and other supporting graphic elements.

OPPOSITE:

e RK Motors Primary Color Palette.

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bank gothic medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890 £&@?!/+(.,:;)

bank gothic regular

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890 £&@?!/+(.,:;)

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Primary Display Typeface

The primary RK Motors display typeface is Bank Gothic. It is the foundation for all RK Motors branding. Bold, modular and legible, it is available in a variety of weights and widths for added flexibility.

OPPOSITE:

Bank Gothic Medium and Bank Gothic Regular display typeface specimens.

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Chaparral Pro abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 £&@?!/+(.,:;)

Chaparral Pro Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 £&@?!/+(.,:;)

Chaparral Pro Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 £&@?!/+(.,:;)

Chaparral Pro Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 £&@?!/+(.,:;)

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Secondary Typeface

The secondary RK Motors typeface is Chaparral Pro. It compliments Bank Gothic and is used in instances such as subheadlines, captions, and supporting text. Chaparral Pro may be used to set large amounts of body copy.

OPPOSITE:

Chaparral Pro secondary typeface specimens.

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#132219

1969 DODGE CHARGER 500 440 4SPEED Dark Green Poly over green vinyl; 2,560 miles; listed at $109,900.

Just one of the many exceptional vehicles at rk-motors.com

#132260

1970 FORD MUSTANG BOSS 302 Competition Yellow over black; 34,189 miles; listed at $119,900.

Just one of the many exceptional vehicles at rk-motors.com

#132252

1963 CHEVROLET IMPALA CONVERTIBLE 327 Silver Blue over medium blue; 61,328 miles; listed at $45,900.

Just one of the many exceptional vehicles at rk-motors.com

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Automobile Imagery

The primary RK Motors visual element is the automobile. These images are honest, vibrant, and representative of the quality and integrity of everything we do. Images are always accompanied by a stock number and full caption for added authenticity. Never use stock photography.

OPPOSITE:

Samples of stylized automobile imagery.

TECHNICAL:

e “Signature RK Motors Look” is achieved by outlining the image on a white background; creating a secondary image layer; running a “high pass filter” with a setting of 10.0; then setting the newly created layer on “hard light” at an opacity of 20-30%.

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Power, beauty, proportion, the play of light over a fender wrapped in laboriously applied paint. ese are the qualities that transcend mechanical performance or period correctness and speak directly to your passion for vehicles with heritage and pedigree.

Whether it be the classic lines and chrome of the 1950s era cars, or the brute force of the 1960s muscle cars, and even the sheer refinement and performance of today’s cars, at RK Motors, we appreciate the uniqueness of the automobile and its permanent place in American culture.

We build relationships with our clients based on our mutual love of the automobile, and our commitment to provide you with the highest quality sales, service and products. Contact us today and let us help realize your dreams.

STAY TRUE TO THE CLASSICS.

Power, beauty, proportion, the play of light over a fender wrapped in laboriously applied paint. ese are the qualities that transcend mechanical performance or period correctness and speak directly to your passion for vehicles with heritage and pedigree.

Whether it be the classic lines and chrome of the 1950s era cars, or the brute force of the 1960s muscle cars, and even the sheer refinement and performance of today’s cars, at RK Motors, we appreciate the uniqueness of the automobile and its permanent place in American culture. We build relationships with our clients based on our mutual love of the automobile, and our commitment to provide you with the highest quality sales, service and products. Contact us today and let us help realize your dreams.

STAY TRUE TO THE CLASSICS.

Power. Beauty. Heritage. RK Motors will help realize your dream.

Whether it be the classic lines and chrome of the 1950s era cars, or the brute force of the 1960s muscle cars, and even the sheer refinement and performance of today’s cars, at RK Motors, we appreciate the uniqueness of the automobile and its permanent place in American culture. We have one of the finest Muscle and High Performance car showrooms stocked with world-class, showwinning vehicles. From sales, OEM restoration, or custom fabrication, we build relationships with our clients based on our mutual love of the automobile, and our commitment to provide you with the highest quality service and products. Contact us today.

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Graphic Elements

A simple but eective collection of graphic elements are available to support the RK Motors brand image. These elements take inspiration from the vehicles we deal in on a daily basis, and include framing around ad copy, recalling classic hood graphics and striping found on various marques.

Trophies and metallic ďŹ nishes complete the signature look. Always use these elements with restraint and within the existing RK Motors color palette.

OPPOSITE:

Samples of primary graphic elements.

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PRINT CAMPAIGN Positioning, Conceptual Development and Sample Creative 2011

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Print Creative Objectives

• Make a quick connection with our audience; we are car enthusiasts, too.

• Utilize compelling, thought-provoking headlines rather than “standard fare” images and stereotypes often associated with “car guys.”

• Headlines and support text appeal more to the emotional side of the enthusiast/collector rather than the purely mechanical or technical. Perfection of craft is already assumed.

• Showcase a premier example of RK Motors inventory as a “teaser image.” Featured vehicle image is enhanced to highlight visual appeal with minimal captioning.

• Framing around body copy mimics classic striping on various marques.

• “Stay true to the classics,” while not a true tagline, serves as a definitive statement and call to action that the hobby, culture and camaraderie must continue to be supported.

• Drive readers to website for additional images and a more in-depth experience.

• Maximize white space to impart an upscale feel and provide a visual break from the clutter often found in automobile-oriented publications.

• Simplify layout to allow for better organization and reading.

• Include abbreviated information; direct clients to website for the complete story.

• Promote social media as it becomes available.

NOTE: All ad layouts show at actual size for an accurate representation of scale within any given print publication.

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WHAT EVERY COLLECTOR AND ENTHUSIAST KNOWS:

‘CLASSIC’ IS MORE THAN PERIOD CORRECT. #132219

1969 DODGE CHARGER 500 440 4SPEED Dark Green Poly over green vinyl; 2,560 miles; listed at $109,900.

Just one of the many exceptional vehicles at rk-motors.com

Power, beauty, proportion, the play of light over a fender wrapped in laboriously applied paint. ese are the qualities that transcend mechanical performance or period correctness and speak directly to your passion for vehicles with heritage and pedigree.

Whether it be the classic lines and chrome of the 1950s era cars, or the brute force of the 1960s muscle cars, and even the sheer refinement and performance of today’s cars, at RK Motors, we appreciate the uniqueness of the automobile and its permanent place in American culture.

We build relationships with our clients based on our mutual love of the automobile, and our commitment to provide you with the highest quality sales, service and products. Contact us today and let us help realize your dreams.

STAY TRUE TO THE CLASSICS.

sales

• design/build • restoration 5527 Lakeview Rd. Charlotte, NC 28269 Phone: 704.596.5211 Email: info@rk-motors.com

www.rk-motors.com

Sample: Full Page Branding Image Ad #1

‘CLASSIC’ IS MORE THAN PERIOD CORRECT. 8.375” x 10.875”

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WHAT EVERY COLLECTOR AND ENTHUSIAST KNOWS:

‘CLASSIC’ IS MORE THAN EXCELLENT BRIGHTWORK. #132252

1963 CHEVROLET IMPALA CONVERTIBLE 327 Silver Blue over medium blue; 61,328 miles; listed at $45,900.

Just one of the many exceptional vehicles at rk-motors.com

Power, beauty, proportion, the play of light over a fender wrapped in laboriously applied paint. ese are the qualities that transcend mechanical performance or period correctness and speak directly to your passion for vehicles with heritage and pedigree.

Whether it be the classic lines and chrome of the 1950s era cars, or the brute force of the 1960s muscle cars, and even the sheer refinement and performance of today’s cars, at RK Motors, we appreciate the uniqueness of the automobile and its permanent place in American culture.

We build relationships with our clients based on our mutual love of the automobile, and our commitment to provide you with the highest quality sales, service and products. Contact us today and let us help realize your dreams.

STAY TRUE TO THE CLASSICS.

sales

• design/build • restoration 5527 Lakeview Rd. Charlotte, NC 28269 Phone: 704.596.5211 Email: info@rk-motors.com

www.rk-motors.com

Sample: Full Page Branding Image Ad #2

‘CLASSIC’ IS MORE THAN EXCELLENT BRIGHTWORK. 8.375” x 10.875”

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WHAT EVERY COLLECTOR AND ENTHUSIAST KNOWS:

‘CLASSIC’ CAN HAPPEN AT ANY MOMENT. #132161

2006 FORD GT HERITAGE EDITION Gulf Oil Heritage over black leather; 559 miles; listed at $259,900.

Just one of the many exceptional vehicles at rk-motors.com

Power, beauty, proportion, the play of light over a fender wrapped in laboriously applied paint. ese are the qualities that transcend mechanical performance or period correctness and speak directly to your passion for vehicles with heritage and pedigree.

Whether it be the classic lines and chrome of the 1950s era cars, or the brute force of the 1960s muscle cars, and even the sheer refinement and performance of today’s cars, at RK Motors, we appreciate the uniqueness of the automobile and its permanent place in American culture.

We build relationships with our clients based on our mutual love of the automobile, and our commitment to provide you with the highest quality sales, service and products. Contact us today and let us help realize your dreams.

STAY TRUE TO THE CLASSICS.

sales

• design/build • restoration 5527 Lakeview Rd. Charlotte, NC 28269 Phone: 704.596.5211 Email: info@rk-motors.com

www.rk-motors.com

Sample: Full Page Branding Image Ad #3

‘CLASSIC’ CAN HAPPEN AT ANY MOMENT. 8.375” x 10.875”

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WHAT EVERY COLLECTOR AND ENTHUSIAST KNOWS:

‘CLASSIC’ IS MORE THAN MATCHING NUMBERS. #132120

1970 PLYMOUTH AAR CUDA; 340 V8, SIX PACK Lemon Twist over black vinyl; 50,314 miles; listed at $79,900.

Just one of the many exceptional vehicles at rk-motors.com

Power, beauty, proportion, the play of light over a fender wrapped in laboriously applied paint. ese are the qualities that transcend mechanical performance or period correctness and speak directly to your passion for vehicles with heritage and pedigree.

Whether it be the classic lines and chrome of the 1950s era cars, or the brute force of the 1960s muscle cars, and even the sheer refinement and performance of today’s cars, at RK Motors, we appreciate the uniqueness of the automobile and its permanent place in American culture.

We build relationships with our clients based on our mutual love of the automobile, and our commitment to provide you with the highest quality sales, service and products. Contact us today and let us help realize your dreams.

STAY TRUE TO THE CLASSICS.

sales

• design/build • restoration 5527 Lakeview Rd. Charlotte, NC 28269 Phone: 704.596.5211 Email: info@rk-motors.com

www.rk-motors.com

Sample: Full Page Branding Image Ad #4

‘CLASSIC’ IS MORE THAN MATCHING NUMBERS. 8.375” x 10.875”

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WHAT EVERY COLLECTOR AND ENTHUSIAST KNOWS:

‘CLASSIC’ IS MORE THAN PERIOD CORRECT. #132260

1970 FORD MUSTANG BOSS 302 Competition Yellow over black; 34,189 miles; listed at $119,900.

Just one of the many exceptional vehicles at rk-motors.com

Power, beauty, proportion, the play of light over a fender wrapped in laboriously applied paint. ese are the qualities that transcend mechanical performance or period correctness and speak directly to your passion for vehicles with heritage and pedigree.

Whether it be the classic lines and chrome of the 1950s era cars, or the brute force of the 1960s muscle cars, and even the sheer refinement and performance of today’s cars, at RK Motors, we appreciate the uniqueness of the automobile and its permanent place in American culture.

We build relationships with our clients based on our mutual love of the automobile, and our commitment to provide you with the highest quality sales, service and products. Contact us today and let us help realize your dreams.

STAY TRUE TO THE CLASSICS.

sales

• design/build • restoration 5527 Lakeview Rd. Charlotte, NC 28269 Phone: 704.596.5211 Email: info@rk-motors.com

www.rk-motors.com

Sample: Full Page Branding Image Ad #5

‘CLASSIC’ IS MORE THAN PERIOD CORRECT. 8.375” x 10.875”

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WHAT EVERY COLLECTOR AND ENTHUSIAST KNOWS:

‘CLASSIC’ IS MORE THAN EXCELLENT BRIGHTWORK. #132196

1970 CHEVROLET CHEVELLE SS 396 4 SPEED Cranberry Red with White Stripes; 293 miles; listed at $59,900.

Just one of the many exceptional vehicles at rk-motors.com

Power, beauty, proportion, the play of light over a fender wrapped in laboriously applied paint. ese are the qualities that transcend mechanical performance or period correctness and speak directly to your passion for vehicles with heritage and pedigree.

Whether it be the classic lines and chrome of the 1950s era cars, or the brute force of the 1960s muscle cars, and even the sheer refinement and performance of today’s cars, at RK Motors, we appreciate the uniqueness of the automobile and its permanent place in American culture.

We build relationships with our clients based on our mutual love of the automobile, and our commitment to provide you with the highest quality sales, service and products. Contact us today and let us help realize your dreams.

STAY TRUE TO THE CLASSICS.

sales

• design/build • restoration 5527 Lakeview Rd. Charlotte, NC 28269 Phone: 704.596.5211 Email: info@rk-motors.com

www.rk-motors.com

Sample: Full Page Branding Image Ad #6

‘CLASSIC’ IS MORE THAN EXCELLENT BRIGHTWORK. 8.375” x 10.875”

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WHAT EVERY COLLECTOR AND ENTHUSIAST KNOWS:

‘CLASSIC’ IS MORE THAN PERIOD CORRECT.

#132219

1969 DODGE CHARGER 500 440 4SPEED Dark Green Poly over green vinyl; 2,560 miles; listed at $109,900.

Just one of the many exceptional vehicles at rk-motors.com

Whether it be the classic lines and chrome of the 1950s era cars, or the brute force of the 1960s muscle cars, and even the sheer refinement and performance of today’s cars, at RK Motors, we appreciate the uniqueness of the automobile and its permanent place in American culture.

We build relationships with our clients based on our mutual love of the automobile, and our commitment to provide you with the highest quality service, sales and products. Contact us today and let us help realize your dreams.

STAY TRUE TO THE CLASSICS.

sales

design/build • restoration 5527 Lakeview Rd. Charlotte, NC 28269 Phone: 704.596.5211 Email: info@rk-motors.com •

www.rk-motors.com

Sample: Half Page Branding Image Ad #1

‘CLASSIC’ IS MORE THAN PERIOD CORRECT. 4.187” x 10.875” (LEFT PAGE FORMAT)

WHAT EVERY COLLECTOR AND ENTHUSIAST KNOWS:

Sample: Half Page Branding Image Ad #2

‘CLASSIC’ CAN HAPPEN AT ANY MOMENT. 4.187” x 10.875” (RIGHT PAGE FORMAT)

‘CLASSIC’ CAN HAPPEN AT ANY MOMENT.

#132161

2006 FORD GT HERITAGE EDITION Gulf Oil Heritage over black leather; 559 miles; listed at $259,900.

Just one of the many exceptional vehicles at rk-motors.com

Whether it be the classic lines and chrome of the 1950s era cars, or the brute force of the 1960s muscle cars, and even the sheer refinement and performance of today’s cars, at RK Motors, we appreciate the uniqueness of the automobile and its permanent place in American culture.

We build relationships with our clients based on our mutual love of the automobile, and our commitment to provide you with the highest quality service, sales and products. Contact us today and let us help realize your dreams.

STAY TRUE TO THE CLASSICS.

sales

design/build • restoration 5527 Lakeview Rd. Charlotte, NC 28269 Phone: 704.596.5211 Email: info@rk-motors.com •

www.rk-motors.com

STAY TRUE TO THE

CLASSICS. FEATURED VEHICLE

1974 PONTIAC TRANS-AM 455 SUPER DUTY Admiralty Blue over blue vinyl; 59,435 miles; listed at $99,900.

Stock #131868

Power. Beauty. Heritage. RK Motors will help realize your dream.

Whether it be the classic lines and chrome of the 1950s era cars, or the brute force of the 1960s muscle cars, and even the sheer refinement and performance of today’s cars, at RK Motors, we appreciate the uniqueness of the automobile and its permanent place in American culture. We have one of the finest Muscle and High Performance car showrooms stocked with world-class, show-winning vehicles. From sales, OEM restoration, or custom fabrication, we build relationships with our clients based on our mutual love of the automobile, and our commitment to provide you with the highest quality service and products. Contact us today.

1925 PACKARD 2-36 COUPE EIGHT

1951 MERCURY CUSTOM 454

1970 DODGE CHALLENGER R/T HEMI CONVERTIBLE

Packard Blue over blue velour; 47,216 miles; listed at $69,900.

Stock #132118

Dupont Yellow over tan leather; 8,010 miles; listed at $119,900.

Stock #132213

Plum Crazy over white vinyl; 3 miles; listed at $99,900.

Stock #132262

sales • design/build • restoration 5527 Lakeview Rd. Charlotte, NC 28269 Phone: 704.596.5211 Email: info@rk-motors.com www.rk-motors.com

Sample: Full Page Featured Vehicle(s), “Multi-Use” Ad

STAY TRUE TO THE CLASSICS. 8.375” x 10.875” (TEMPLATE FORMAT)

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PROMOTING HIGHWAY Power. Beauty. Craftsmanship. RK Motors Restoration will help realize your dream.

If you’re looking for a concours-quality restoration for your important collector automobile, consider the craftsmen at RK Motors Restoration. We view all cars as rolling works of art and strive for excellence in every area, from award-winning paint and bodywork to highly accurate interiors and engines that run better than new.

If it's been your dream to restore a fine automobile, consider us for your next project. Our reputation speaks for itself.

RK MOTORS RESTORATION:

STAY TRUE TO THE CLASSICS.

COMPLETED RESTORATION

1970 PLYMOUTH ROAD RUNNER 440 SIX PACK 4 SPEED Ground up build of a tire-scorching 1970 Plymouth Road Runner 440-6 4 Speed Dana 60

Design & Build OEM Restoration - conceptualize, design and fabricate anything you can dream up.

State of the art, 76,000 sq ft showroom the ultimate environment for clients to shop for cars.

sales • design/build • restoration 5527 Lakeview Rd. Charlotte, NC 28269 Phone: 704.596.5211 Email: info@rk-motors.com www.rk-motors.com

Sample: Full Page, Design/Build & Restoration Ad

PROMOTING HIGHWAY BEAUTIFICATION. 8.375” x 10.875” (TEMPLATE FORMAT)

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“I’m not going to take this defeatist attitude and listen to all this crap any more from all these people who have nothing except doomsday to predict.”

-CARROLL SHELBY

RK Motors, LLC 5527 Lakeview Rd. Charlotte, NC 28269 Phone: 704.596.5211 Email: info@rk-motors.com

www.rk-motors.com

Neal McDaniel . creative direction . branding

This brand book and advertising style guide was created, designed and written by Neal McDaniel Creative. It is a supplement to the print advertising refinements created, designed and written in a freelance capacity for Real World Marketing in March, 2011.