2015 Brand Guidelines
Contents 7 Introduction 9 Company History 11
Identity History
12
Signature
13
Clear Space
14
Mark
15
Signature Anatomy
16
Incorrect Usage
19
Color Palette
21
Typeface
23
Graphic Style
25
Grids
27
Stationary
2 9 Where to Get Files
Brand Guidelines
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DMC-30 285 mph Top Speed
842 Horsepower @ 6150 rpm 12-cylinder rwd engine 961 lb-ft Torque @ 5950 rpm 4799 cc Engine (292.8 ci) 30 Valve 6 speed Transmission/Manual 0 to 60 mph (96.6 kph): 2.8 secs 1/4 Mile: 13.68 secs @ 99.5 mph
842 Bhp Per Ton: 208.6 bhp
Torque Per Ton: 208.0 lb-ft
Curb weight: 2635 kgs (4825 lbs)
Horsepower Brand Guidelines
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The new DeLorean’s sleek contours and advanced handling system.
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Introduction The DeLorean Motor Company will be launched in 2015 to coincide with the 30th anniversary of the company’s heritage production model, the DMC-12. The new DMC-30 will be an all electric high performance vehicle with over 842 horsepower and a top speed of 285 MPH. The body shell is completely made of photovoltaic cells, the vehicle’s power revolutionary power generation is completely self-contained. It never needs to be plugged in. This booklet was made to ensure that the materials you create are tightly integrated with the ecosystem that DeLorean has built around it’s brand essence. Specific examples of incorrect usage are included to ensure correct application of our identity in all print and digital materials. Please do not hesitate to contact us if you have any questions, there are bound to be scenarios that we cannot imagine that you may encounter. We’re here to work with you to produce the best materials possible.
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(Above, top) The DeLorean DMC-12. (Above, bottom) Remaining DeLorean inventory in Texas. (Opposite page) DeLorean and his Firebird creation.
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Company History In the early 1960s John DeLorean was a rising star at General Motors. His most famous creation is the Pontiac GTO, widely considered to be the first muscle car. In 1975 he left GM to start his own venture, the DeLorean Motor Company. The first prototype appeared in March 1976 and the company descended into a tumultuous downward spiral. The DMC-12 was the only model put into production and it’s generally referred to as the DeLorean. It had a futuristic appearance with a stainless steel body and gull-wing doors. Approximately 9,200 DeLorean’s were assembled before production stopped in 1982. The DeLorean Motor Company filed for bankruptcy in late 1982 following John DeLorean’s arrest on drug trafficking charges. He was later found not guilty, but the company was in ruins. The remaining parts from the factory stock were sold as parts to retail and wholesale customers via mail order. In July of 1997, DMC of Texas acquired the remaining inventory. Thousands of new body panels are ready and waiting to be assembled. The supply of the classic DMC-12 collector’s model is assured for many years to come.
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Pages from the original DeLorean DMC-12 owner’s manual.
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DeLorean received widespread support from industry patrons.
Identity History The DeLorean logotype is an ambigram design by Phil Gibbon. He comments, “I got my 15 minutes of fame when I designed the logo for John DeLorean’s car company.” Gibbon worked as a designer for a few years early in his career in the 1970s. He switched to fine art painting over 25 years ago. DeLorean, in it’s short lived tenure only had one identity system. The logo was presented as all black or with a gradient pattern that mimicked the DMC-12’s stainless steel body. The Optima typeface was widely used on most internal printed materials.
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Signature This piece was designed to be effective at very small sizes and in only one color. Depending on the medium the Signature can be reduced to .25� in print or 35 px on a screen.
Full color
One color 12
Reversed
Clear Space Spatial border minimums are built into all supplied files, do not crop or eliminate the trim size.
Clear space is built into all DeLorean files, do not alter white space around artwork.
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Mark The new DeLorean identity is anchored by this brandmark that draws inspiration from the curves used in the original logotype.
Full color
One color
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Reversed
Signature Anatomy The flowing shapes that create the DeLorean mark are inspired by the original 1975 brandmark. The line width and curve arcs are based on roadway tolerances.
x 31 mm
x 8.6 mm
x 22.45 mm y 4.2 mm
y 8.7 mm
x 1.9 mm Measurements above are based on 7.2 cm x 9.2 cm signature artwork.
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Incorrect Usage The following examples of unauthorized logotype and brandmark use deviate from the brand essence that DeLorean has established. Misuse of our logotype or brandmark can cause consumer confusion within the market and will devalue the positioning of DeLorean’s brand.
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Do not stretch the logo.
Do not rotate the logo.
Do not alter or add colors.
Do not shear the height or width.
Delorean delorean DeLorean Do not change the scale of the signature elements.
Do not change the capitalization setting of the logotype.
Do not ever use gradients.
Do not scale past maximum print or screen resolution.
Do not rearrange elements around the brandmark.
Do not use dropshadows or effects.
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Color Palette The color palette below are the only colors that may used in print, motion graphics or the web. No gradients should ever be used.
Primary Colors
0
100
100
10
CMYK
215
RGB
0
0
0
32
33
85
CMYK
25
PANTONE
185 C
32
63
RGB
Hex E4002B
PANTONE
Hex 3F2021
64
47
16
134
153
4975 C
Secondary Colors
0
80
9
45
CMYK
150
RGB
0
CMYK
53
PANTONE
7526 C
21
Hex 8C1C0E
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RGB
PANTONE
7667 C
Hex 6E7CA0
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Example type usage
DeLorean’s DMC-30 Sparks Enthusiasts BY CLARKE BOWLING
DeLorean has officially revealed the name of its flagship twodoor coupe sports car to be the DMC-30. But what’s behind the name? Car and Driver caught up with DeLorean CEO Rupert Stadler to ask the big question? ‘This car is more stylish – it has muscle. The car is itself ‘showing
three-door Allroad Shooting Brake concept, Stadler replied: ‘Now we
ing ideas for expanding the DMC family. The new DMC-30 coupe
then decide which to build. But we want a three-car family for the
off’. This is our designers show-
is already here, and a roadster
will follow; that is a given. So, we wanted to try up to four bodystyle
ideas for the DMC family, and with this car, this is what we have’. Asked if the DMC was more
likely to see production than the
will wait to see the reaction, and
DMC. It looks cool, no?’
Sacrilegious as it may seem to take another sports car name and jack
it up for the SUV-loving masses, it’s difficult to disagree with Stadler. In the metal the car, even on gauche 21in alloys and in bright yellow,
DeLorean’s New DMC-30 Polarizing Speedster Sparks Enthusiasts by Clarke Bowling MAY 2014
Special to Car and Driver
DeLorean has officially revealed the name of its flagship two-door coupe sports car to be the DMC-30. But what’s behind the name? Car and Driver caught up with DeLorean CEO Rupert Stadler to ask the big question? ‘This car is more stylish – it has muscle. The car is itself ‘showing off’. This is our designers showing ideas for expanding the DMC family. The new
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DMC-30 coupe is already here, and a roadster will follow; that is a given. So, we wanted to try up to four bodystyle ideas for the DMC family, and with this car, this is what we have’. Asked if the DMC was more likely to see production than the three-door Allroad Shooting Brake concept, Stadler replied: ‘Now we will wait to see the reaction, and then decide
Typeface DeLorean’s primary typeface is Avenir Next, the secondary typeface is Mrs. Eaves. Avenir Next was chosen for it’s geometric (but not perfectly uniform) letterforms and because it’s literally the successor to it’s namesake typeface Avenir (the French word for future.) Mrs. Eaves is a contemporary to Avenir Next and it’s characteristics make for a suitable pairing. Typefaces will be supplied for approved usage, they may also be purchased from FontShop. http://fontshop.com
Headlines: Mrs. Eaves Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Subheads: Avenir Next Demi Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Body copy: Avenir Next
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Alternate body copy: Mrs. Eaves
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Captions and pullquotes: Mrs. Eaves Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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Graphic Style Scale of photography is used to define some of the key aspects of DeLorean’s brand elements. Images should be made as large as possible (staying within 110% of original resolution.)
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DMC-30 coupe is already here, and a roadster will follow; that is a given. So, we wanted to try up to four bodystyle ideas for the DMC family, and with this car, this is what we have’.
DeLorean has officially revealed the name of its flagship two-door coupe sports car to be the DMC-30. But what’s behind the name?
DeLorean’s DMC-30 Sparks Enthusiasts BY CLARKE BOWLING
DeLorean has officially revealed the name of its
flagship two-door coupe sports car to be the
DMC-30. But what’s behind the name? Car and Driver caught up with DeLorean CEO Rupert
Stadler to ask the big question? ‘This car is more stylish – it has muscle. The car is itself ‘showing off’. This is our designers showing ideas for expanding the DMC family. The new DMC-30 coupe is already here, and a roadster will follow; that is a given. So,
we wanted to try up to four bodystyle ideas for the DMC family, and with this car, this is what we have’. Asked if the DMC was more likely to see production than the three-door Allroad
Car and Driver caught up with DeLorean CEO Rupert Stadler to ask the big question? This is our designers showing ideas for expanding the DMC family
‘This car is more stylish – it has muscle. The car is itself ‘showing off’. This is our designers showing ideas for expanding the DMC family. The new DMC-30 coupe is already here, and a roadster will follow; that is a given. So, we wanted to try up to four bodystyle ideas for the DMC family, and
DeLorean’s New DMC-30 Speedster Sparks Enthusiasts by Clarke Bowling DeLorean has officially revealed the name of its flagship two-door coupe sports car to be the DMC-30. But what’s behind the name? Car and Driver caught up with DeLorean CEO Rupert Stadler to ask the big question? ‘This car is more stylish – it has muscle. The car is itself ‘showing off’. This is our designers showing ideas for expanding the DMC family. The new DMC-30 coupe is already here, and a roadster will follow; that is a given. So, we wanted to try up to four bodystyle ideas for the DMC family, and with this car, this is what we have’. Asked if the DMC was more likely to see production than the three-door Allroad Shooting Brake concept, Stadler replied: ‘Now we will wait to see the reaction, and then decide ‘This car is more stylish – it has muscle. The car is itself ‘showing off’. This is our designers showing ideas for expanding the DMC family. The new DMC-30 coupe is already here, and a roadster will follow; that is a given. So, we wanted to try up to four bodystyle ideas for the DMC family, and with this car, this is what we have’. Asked if the DMC was more likely to see production than the three-door Allroad Shooting Brake concept, Stadler replied: ‘Now we will wait to see the reaction, and then decide which to build. But we want a three-car family for the DMC. It looks cool, no?’ Sacrilegious as it may seem to take another sports car name and jack it up for the SUV-loving masses, it’s difficult to disagree with Stadler. In the metal the car, even on gauche 21in alloys and in
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DeLorean’s DMC-30 Sparks Enthusiasts BY CLARKE BOWLING
‘This car is more stylish – it has muscle. The car is itself ‘showing off’. This is our designers showing ideas
for expanding the DMC family. The new DMC-30
coupe is already here, and a roadster will follow; that is a given. So, we wanted to try up to four bodystyle ideas for the DMC family, and with this car, this is
what we have’. Asked if the DMC was more likely to
see production than the three-door Allroad Shooting
Grids Always use a grid proportion that best aligns itself to the page or screen size. For example, if the live area is a tall rectangle (like the iPhone 5) then create a 5x5 grid with cells that are based on the actual screen size. When printing in a square format build an evenly balanced grid 5x5 or 8x8 grid, etc., aligning to the physical page size.
Mobile devices should follow a ratio that is the closest match possible to the screen size. Sample grids above (6x6) and right (5x5).
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DELOREAN
313.577.6446 . 313.577.6446 fax 8675 West Grand Blvd. Detroit, MI 48142 . delorean.com
Paper size: 8.5” x 11” Paper spec: Starwhite Vicksburg, Tiara Smooth, text 70 lb
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Stationery For sample stationery templates go to http://delorean.com/stationery
Wayne Harrison Graphic Designer
DELOREAN
delorean.com
313.577.6446 x68 wharr@delorean.com
8675 West Grand Blvd. Detroit, MI 48142 . 313.577.6446 fax
Paper size: 3.5” x 2” Paper spec: Starwhite Vicksburg, Cover Plus, 88 lb
DELOREAN
Recipient Company Street Address City, State Zip
8675 West Grand Blvd. Detroit, MI 48142
Paper size: Type #10 Paper spec: Commercial Flap
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Where to get files
DeLorean Motor Company 8675 West Grand Boulevard Detroit, MI 48142
files@delorean.org http://delorean.org ftp://delorean.org
Thank You
We appreciate your efforts to adhere to the standards that we strive to maintain.
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8675 West Grand Boulevard Detroit, MI 48142