Auto Title Express brand guidelines by Phil Powers

BRAND GUIDELINES version 1.0 | 1.28.16

PREFACE This document provides visual guidelines and specifications to implement the new branding for Auto Title Express. Product branding is achieved through a combination of factors; this includes the logo, use of color, typography, use of imagery, the grid, and other design elements. These guidelines loosely follow the International Style of design, also known as Swiss Style.

TABLE OF CONTENTS I. II. III. IV. V. VI. VII. IX. X. XI.

Introduction Primary Identity Additional Lockups Spacing/Sizing Color Monochrome Typography Photohraphy Things to Avoid Consumer vs. Dealer Space

INTROD

INTRODUCTION

UCTION The Auto Title Express logo is a reflection of our core values: speed, efficiency, and professional service. The purpose of this rebranding is to enhance readability while giving our customers a memorable and engaging visual experience. Over time, a brandâ&#x20AC;&#x2122;s effectiveness expires and needs to be refreshed. As a client-facing solution of Dealertrack (a Cox Automotive company), Auto Title Express plays a unique role in the overall brand architecture and is treated as an entirely different entity.

ÂŠ2016 Auto Title Express

PRIMARY IDENTITY This lockup is the preferred identity for Auto Title Express’ communications. For additional lockups and usage guidelines, please refer to the next page.

FILE ID

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The key visual element in the design is a modified chevron symbol “ ”, which represents service speed, forward-thinking, and our passion for what we do.

ADDITIONAL LOCKUPS Logos are rarely a “one size fits all” kind of thing. That’s why the need for additional lockups is necessary. Certain canvas sizes command for different visual representations.

FILE ID

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STRAPLINE This lockup must be present on our entrances per DMV guidelines. This can also be used in place of the primary lockup when deemed necessary.

LINEAR Used when the canvas demands a horizontal lockup. Please contact Marketing if you have any questions.

FAVICON Used for website favicon and can also be used as an icon for promo items.

III.

SPACING/SIZING To maintain visual consistency, create a border that is equal to 13% of the logoâ&#x20AC;&#x2122;s width (x) to establish proper white space.

.13x

MINIMUM WEB SIZE For web legibility, it is vital that the Auto Title identity not be rendered smaller than 100 pixels. MINIMUM PRINT SIZE For print legibility, it is vital that the Auto Title identity not be rendered smaller than .75 inches.

100 px

.75 in

COLOR

FILE ID

The new color system for Auto Title Express is dramatically different than its previous color scheme. Red has replaced the dull maroon color in an effort to be attention grabbing and representational of one of our core values, speed. It also creates greater contrast between the words “Auto Title” and “Express”.

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EXPRESS RED PMS: 185 C CMYK: 1/100/92/0 RGB: 234/29/34 Hex: #EA1D2C

BURNT RUBBER PMS: 447 C CMYK: 0/0/0/92 RGB: 58/58/58 Hex: #3A3A3A

BRAKE DUST PMS: 7540 C CMYK: 0/0/0/70 RGB: 109/110/112 Hex: #6D6E70

EXHAUST SMOKE PMS: Cool Gray 4 C CMYK: 0/0/0/35 RGB: 166/166/166 Hex: #A6A6A6

BLACK PMS: Process Black C CMYK: 70/50/30/100 RGB: 0/0/0 Hex: #000000

WHITE CMYK: 0/0/0/0 RGB: 255/255/255 Hex: #FFFFFF

MONOCHROME ON-LIGHT The following singlecolor versions are allowed for all lockups.

BLACK

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FILE ID

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EXPRESS RED

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BURNT RUBBER

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BRAKE DUST

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ON-DARK The following singlecolor versions are allowed for all lockups.

WHITE

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EXPRESS RED

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BRAKE DUST

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EXHAUST SMOKE

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TYPOGRAPHY Monsterrat is to be used as the sole typeface for headlines in both print and web applications. It can also be used for body copy on web and some print applications (to be determined on a case-by-case basis). Leitura News is the primary typeface used for body copy on internal, corporate, and sales print communications.

FILE ID

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MONSTERRAT | Light and Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$&? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$&? LEITURA NEWS | Roman 1 and Roman 4

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$&? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$&?

VII.

TYPOGRAPHY (cont’d) When setting type, careful attention should be paid to the kerning, tracking, leading, and alignment. Please use these guidelines as well as the included indesign character and paragraph styles.

KERNING Optical kerning should be used on all text. Some instances will require manual kerning.

LEADING To establish proper leading and enhance readability, use a value between 110-150%. TRACKING For tracking, use a value of 0-25 for body content and 50-75 for headlines.

V/A

ALIGNMENT Headline, subheadline and body content should align to the left, also known as “rag-right”.

GENERAL RULES:

A A

• • • • • • • •

DO NOT hyphenate paragraph NO widows or orphans NO ligatures DO capitalize headlines DO NOT hard stop headlines DO hard stop subheadlines DO use sentence case for subheadlines DO capitalize CTA’s

PHOTOGRAPHY The use of photography in communications is encouraged as long as it does not distract from the overall message. The following guidelines and filters are meant to serve as a tool to strengthen our branding.

GRAYSCALE It is preferred that images are rendered in grayscale with high contrast. The image should bleed off at least 3 edges of the canvas.

ÂŠ2016 Auto Title Express

IX.

THINGS TO AVOID Below are some examples of what NOT to do concerning the application of the Auto Title Express logo. Do Not Use Expired Marks

Do Not Change Color

Do Not Alter Mark

Do Not Compromise Legibility

Do Not Stroke

Do Not Drop Shadow

CONSUMER VS. DEALER SPACE Auto Title Express, a service of Dealertrack, has much different branding than its parent company. There are key differences in when each brand is used and how it is used. These guidelines provide a clear understanding between this distinction.

CONSUMER SPACE In the “consumer space”, Auto Title Express branding should be used. This includes, but is not limited to the following: • Counter-based service • Runner service • Community events

DEALER SPACE In the “dealer space”, Dealertrack branding is to be used. This includes, but is not limited to the following: • Dealership interaction • Dealer Associations interaction

NOTE: These two brands should never “cross paths. If you are unsure of which branding to use, please consult RTS Marketing.

XI.