BRAND GUIDELINES version 1.0 | 1.28.16
PREFACE This document provides visual guidelines and usage 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 Notes
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 breathe new life into the overall brand while giving our customers a memorable and engaging visual experience. As times change, a brand’s effectiveness expires and needs to be refreshed.
Š2016 Auto Title Express
As a client-facing solution of Dealertrack (a Cox Automotive company), Auto Title Express plays a unique role in the overall brand architecture and can be treated as an entirely different entity.
I.
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
............................................... ............................................... ...............................................
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
............................................... ............................................... ...............................................
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.
©2016 Auto Title Express
III.
SPACING/SIZING
FILE ID
To maintain visual consistency, create a border that is equal to 13% of the logo’s width (x) to establish proper white space.
............................................... ...............................................
.13x
.13x
.13x
.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”.
............................................... ............................................... ...............................................
EXPRESS RED PMS: 485 C CMYK: 0/96/97/2 RGB: 250/10/7 Hex: #FA0A07
BURNT RUBBER PMS: 447 C CMYK: 0/0/0/92 RGB: 20/20/20 Hex: #141414
BRAKE DUST PMS: 7540 C CMYK: 0/0/0/70 RGB: 77/77/77 Hex: #4D4D4D
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
©2016 Auto Title Express
V.
MONOCHROME PRIMARY BLACK
............................................
FILE ID
............................................... ...............................................
STRAPLINE BLACK
............................................
............................................... ...............................................
LINEAR 1 BLACK
............................................
LINEAR 2 BLACK
......................................
PRIMARY WHITE
......................................
STRAPLINE WHITE
......................................
LINEAR 1 WHITE
......................................
LINEAR 2 WHITE
......................................
TYPOGRAPHY Monsterrat is to be used as the sole typeface for headlines in both print and web applications.
FILE ID
............................................... ...............................................
Leitura News is the primary typeface used for body copy on internal, corporate, and sales communications.
...............................................
LEITURA NEWS | Roman 1 and Roman 4
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$&? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$&? MONSTERRAT | Light and Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$&? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$&?
Š2016 Auto Title Express
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 140-160%. 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
VA
• • • • • • • •
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
FILE ID
............................................... ............................................... ...............................................
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.
Š2016 Auto Title Express
FILE ID
............................................... ............................................... ...............................................
IX.
THINGS TO AVOID
FILE ID
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
NOTES
©2016 Auto Title Express
XI.