WIP SEAT MÓ identity WIP VERSION 2.0 _ 2020
SEAT MÓ
This document
shows the different graphic elements of the SEAT MÓ identity.
It is a visual reference document. So, make sure you have the latest version. 2
SEAT MÓ
Brand Identity
01. Brand Strategy 3
Design System
SEAT MÓ
Brand Strategy
After the pandemic, one thing is for certain. Those of us who care about the world around us, who have savoured the fresher air and walked along cleaner city streets, know we can’t go back to the way things were.
It’s time to make change.
4
SEAT MÓ
Brand Strategy
No more can we dive into a car for every trip. Clog up streets, or pollute the cities where we live, without a care for the consequence. 5
SEAT MÓ
There are already signs that a real urban shift is under way.
Brand Strategy
German cities are redrawing road markings to create pop-up cycle lanes.
In Barcelona, 12 km of the city’s main streets, have been permanently re-pedestrianised. With 21 km of new bike lanes radically transforming the urban centre.
Mayor Hidalgo wants to turn Paris into a ’15 minute city’, where essential services are within a quarter hour’s walk or bike ride from where people live.
6
SEAT MÓ
Brand Strategy
Our mission is simple. We will help as many people as possible make the bold step to shift their mode of transportation to something more positive. Better.
7
SEAT MÓ
Brand Strategy
There are brilliant reasons to ride.
8
Measurable impact on cities
Positive for the environment
Joyful personal experience
Reduced congestion. Quieter. Better smelling. Less dangerous.
Zero emissions. Significantly less carbon impact.
Cost effective. Quicker commutes. Less Stressful. Exhilarating experience.
SEAT MÓ
Brand Strategy
We just need more people to take this first bold step.
9
SEAT MÓ
Brand Strategy
BOLDLY INCREASE THE FLOW & THE FLUX OF URBAN MOBILITY. WITH RESPONSIBILITY. AND A BARCELONA SPIRIT. FOR A BETTER AND MORE FUN-FILLED URBAN LIFE.
LIVE BOLDER. LIVE BETTER.
10
SEAT MÓ
Brand Strategy
CORE BELIEF
We believe how you move is a statement of who you are. We believe in BOLD products and experiences. We believe in BETTER. We are OPTIMISTIC about the future. We are OPEN and we work with and for everyone.
11
SEAT MÓ
Brand Identity
02. Brand Identity 12
Design System
SEAT MÓ
Brand Identity
Logotype 14
Design System
SEAT MÓ
Our logotype A new product brand with the endorsement of the Master brand SEAT.
15
Brand Identity
Design System
SEAT MÓ
Brand Identity
Exclusion zone and Minimum size The reserved space must always be respected in order to preserve the logo’s legibility. This is marked out by the repetition of the “Ó”, creating an exclusion zone. This space should never be invaded by any other element, whether text, images or other logos Our wordmark should always be reproduced at a sufficient size to allow for perfect legibility. Therefore, the wordmark should never be reduced further than the indicated size.
Minimum print size
20 mm
16
Minimum digital size
55 px
Design System
SEAT MÓ
Horizontal version The horizontal version of the logo will be used when the primary vertical version cannot be used due to lack of space or specific technical implementation requirements.
17
Brand Identity
Design System
SEAT MÓ
Brand Identity
Horizontal version The horizontal version of the logo will be used when the primary vertical version cannot be used due to lack of space or specific technical implementation requirements.
Minimum print size
30 mm
18
Minimum digital size
70 px
Design System
SEAT MÓ
Proportions between Master brand and SEAT MÓ.
19
Brand Identity
If you need to place the SEAT symbol and the SEAT MÓ logotype in the same layout, make sure you follow the same proportions shown below; the “S” should have the same height as the “M”.
Design System
SEAT MÓ
Colour Variations Whenever you apply SEAT MÓ’s brandmark you should make sure that it is effectively in contrast to the background and that it plays a primary role in the communication of the piece. Depending on the background colour or whether you’re applying the brandmark over a picture layer, you should use the positive or negative version of the logotype or the monochrome version: so as not to compromise its visibility/legibility. Furthermore, we have to take into account that when the logo is bicolored, the orange will only act on the wordmark MÓ.
20
Brand Identity
Positive
Design System
Negative
Difference
Positive monochrome
Negative monochrome
Difference monochrome
SEAT MÓ
Brand Identity
Design System
Brandmark misuse The wordmark should always be applied using the previously defined guidelines. Please avoid the following misuses;
21
Avoid the use of noun corporative colors on the symbol.
Do not flip the brand construction.
Do not use the brand in outline.
Do not change the size of the elements of the brand.
Do not apply the brand in outline.
Avoid to fit SEAT wordmark with MÓ width,
SEAT MÓ
Brand Identity
Design System
Sub brands
Motosharing
Carsharing
The slide shows how sub brands of SEAT MÓ can be built. Please respect the design and propotions given in this guideline. Namings shown here are merely for visual representation.
M OTO S H A R I N G
Sharing
Care
CARE
22
CARSHARING
SHARING
SEAT MÓ
Brand Identity
Colours 23
Design System
SEAT MÓ
Brand Colours Corporate colours are a very important part of our brand’s visual identity. Therefore, by using them appropriately, we can establish a direct relationship between the colours and the brand.
Brand Identity
Design System
MÓrange
MÓ Purple
100% White
100% Black
Warm grey 2C
RGB: 254. 59. 31 CMYK: 0. 81. 100. 0 PANTONE: Bright Red HEX: #FE3B1F
RGB: 71. 10. 104 CMYK: 82. 100. 0. 42 PANTONE: 2617 C HEX: #470A68
RGB: 255. 255. 255 CMYK: 0. 0. 0. 0 PANTONE: — HEX: #FFFFFF
RGB: 0. 0. 0 CMYK: 100. 100. 100. 100 PANTONE: Process Black C HEX: #000000
RGB: 203.196.188 CMYK: 6.7.10.11
PANTONE: Warm grey 2C HEX: #CBC4BC
To create a direct link with the SEAT universe, we have established MÓrange as one of the 4 main colours that represent the SEAT MÓ brand, along with black, white and Purple MÓ. Warm grey 2C and 6C are our secondary colours, and help to enrich the brand. The % shows the colour proportion that can be used in the different assets.
Note: The CMYK is a close representation of the MÓrange colour when used for big scale productions and print advertising, etc. Make sure to use Pantone or Ral production specs when feasible, in order to bring the colour of the brand alive.
24
Warm grey 6C RGB: 165. 156. 148 CMYK: 14. 19. 21. 39
PANTONE: Warm grey 6C HEX: #A59C94
40% 15% 40% 5%
SEAT MÓ
Brand Identity
Typography 25
Design System
SEAT MÓ
Brand Identity
SEAT Bcn Black Colour versions Our SEAT Bcn Black typeface will lead all our SEAT MÓ headlines. We recommend using the Black weight, instead of Bold.
1.
There are different ways to design our headlines, quotes and product names. 1. MÓRANGE 2. BLACK 3. WHITE 4. PURPLE Additionally, we allow for the use of (purple or mórange) in the typeface when it highlights content such as claims, calls to actions, hyperlinks, and so on.
2.
3.
4.
26
Design System
SEAT MiniMÓ Urban mobil The new Kick Be Better. Be
SEAT MÓ
SEAT BCN
27
01
Brand Identity
Ultra light
Design System
Black
The ne Kicksco
SEAT MÓ
Brand Identity
Graphic Elements 28
Design System
Brand Strategy
Solid shape
29
Brand Identity
Design System
SEAT MÓ
Example 1 Ways to crop the shape There are multiple ways to crop our shape. These are the steps you need to follow to crop it properly: - Don’t try to make MÓ readable. It’s not copy and it’s not intended to be used as copy. Remember that when and if needed to be written, MÓ should always appear next to the word SEAT. - Avoid placing just one letter - Crop it harmoniously - Balance the crop in the layout
30
Brand Identity
Design System
SEAT MÓ
Example 2 Ways to crop the shape Here’s another example of how you might want to crop our shape; - Don’t try to make MÓ readable. It’s not copy and it’s not intended to be used as copy. Remember that when and if needed to be written, MÓ should always appear next to the word SEAT. - Avoid placing just one letter - Crop it harmoniously - Balance the crop in the layout
31
Brand Identity
Design System
SEAT MÓ
32
Brand Identity
Design System
SEAT MÓ
Example 3 Ways to crop the shape The same crop applies to different colour variations, according to the logotype possibilities (view page 14)
33
Brand Identity
Design System
SEAT MÓ
Brand Identity
Design System
Example 4 Ways to crop the shape It is possible to rotate the shape in the layout to adapt it and find new crops, based on the layout or form.
45º
34
45º
90º
180º
SEAT MÓ
Brand Identity
Design System
Wrong ways to crop the shape There are multiple ways to crop it, but there are also certain ways that need to be avoided. Here are some examples of what not to do;
01. Do not show just one letter isolated and centered
35
02. Do not show the whole logotype to make it readable, irrespective of the rotation.
03. Avoid creating new letters “W” or turning the logo upside down.
SEAT MÓ
Brand Identity
Icons
Design System
Rounded endings
Here’s the icon set to be used. All new icons have to be created following the construction explanation described.
Open space
Solid stroke
3 pt
36
SEAT MÓ
Silhouettes
Also, we have designed the silhouettes of the products to be used when communicating a service/product.
37
Brand Identity
Design System
If you’ve just read this document, it means you share our belief in details and quality. We know applying these principles takes time and effort, but the stories we tell in all our SEAT MÓ communications will be stronger for it. This is just a first approach to our new brand visual identity. We are still developing further applications and it may change in the near future. If you ever have additional questions about our visual identity and its application in design, don’t hesitate to contact: corporate.identity@seat.es
WIP VERSION 2.0 _ 2020