營銷策劃 -BMW寶馬VI手冊

GUIDELINES

MAY2020

2

v

1

6

Brandmarks

2

BrandClaim

3

CONTENTS

VideoEndings

&LogoAnimation

7

Examples

8

Color

Web

Accessibility

4

Typography

5

HeadlineStructure

3

1

BRANDMARKS

BMWGUIDELINES/LOGOCOLORS

PRIMARYLOGO

Tobeusedagainstblack,picture,orcolor.

PRIMARYLOGO(overpicture)

FALLBACKLOGO

Tobeusedinexceptionalcasesagainstwhite.

4

BMWGUIDELINES/GRADIENTLOGO

LOGOAGAINSTGRADIENT

Whitelogocanbeaddedtoanypartofthisgradientbackground

forcircleformats(primarilysocialmediaiconuse).

GradientlogoshouldNOTbeusedoncampaigncreativeassets.

Threeadditionalsocialmediaiconsareavailable,

buttheymustbecroppedtofitacircle.

Incorrect

5

BMWGUIDELINES/BMWBRANDMARKLOGOSPACING

12

12

6

BMWGUIDELINES/BRANDMARKLOGOSPACING

4

12

6

12

Center

17

4

12

6

12

Center

11

7

BGID/SOLS

Cente

&&

8

M

W

U

E

LI

N

ES

Y

M

B

A

F

ET

Y

Z

O

NE

12

4

12

6

6

12

12

C

enter

r

BMW

M

Lo

go

S

aft

ey

Z

on

e

BMW

i

Lo

go

S

a

fte

y

Zo

ne

9

BMWGUIDELINES/BMWCERTIFIEDLOGOS

PRIMARYLOGO

FALLBACKLOGO

10

2

BRANDCLAIM

BMWGUIDELINES/BRANDCLAIM

ThebrandclaimshouldbeincludedwiththeBMWlogoonmostcreativeassets(sizeandlegibilitypermitting).

TheUltimateDrivingMachine?

Whenthebrandclaimiswrittenoutinbodycopyorsentences,“Ultimate”doesNOTneedtobebolded.

11

BMWGUIDELINES/STACKEDBRANDCLAIMLOCKUP

TheUltimate

DrivingMachine?

TheUltimateDrivingMachine?

ThUlimateDriigMahie?

2

1

?

1

2

2

2

e

t

v

n

c

n

2

2

T

he

Ul

ti

m

ate

D

ri

vi

ng

M

ac

h

in

e

1

2

ThUltimateDivingMchin

BMWGUIDELINES/BRANDCLAIMLOCKUP(HORIZONTAL)

TheUltimateDrivingMachine?TheUltimateDrivingMachine?

5

?

2

e

r

a

e

5

13

14

3

COLORS

BMWGUIDELINES/COLORS

StandardapplicationsofBMWsymbolsExceptionalwhitespaceimplementationofBMWsymbols

F

M

E

B

C

D

B

C

D

A

F

PRINT

PantoneCoated

-

2935C

294C

7626C

CoolGray9C

CoolGray2C

PantoneUncoated

-

2935U

541U

7626U

CoolGray8U

CoolGray2U

CMYK

0/0/0/0

100/52/0/0

100/69/7/30

0/93/95/2

0/0/0/70

0/0/0/22

SCREEN

sRGB255/255/2550/102/1770/61/120226/39/24111/111/111214/214/214

Hexadecimal

#FFFFFF

#0066B1

#003D78

#E22718

#6F6F6F

#D6D6D6

16

B

A

C

D

E

BMWGUIDELINES/CTABUTTONS

PrimaryCTA

LIGHTBACKGROUND

WhiteBMWTypeNextBoldonbluebutton.

ForCTAcopy,thefirstletterofeachwordshouldbecapitalized.e.g.,ViewOffer,LearnMore,ExploreNow

PrimaryCTA

DARKBACKGROUND

BlackBMWTypeNextBoldonWhitebutton.

ForCTAcopy,thefirstletterofeachwordshouldbecapitalized.e.g.,ViewOffer,LearnMore,ExploreNow

BMWGUIDELINES/WEBCOLORS(ADACOMPLIANT)

#727171

Grey3TBD

#F6F6F6

Grey1TBD

#FFFFFF

WhiteN/A

#CACACA

Grey2TBD

#2658BB

Blue2

CTAHover

#1C69D3

Blue1

CTADefault

#5895E9

Blue3

CTAdisabled

#D83336

Red

ErrorState

#221F1F

BWMGreyTextCopy

#727171

Grey3TBD

#221F1F

BWMGreyN/A

#CACACA

Grey2TBD

#F6F6F6

Grey1TBD

#FFFFFF

WhiteN/A

#1C69D3

Blue1

CTADefault

#2658BB

Blue2

CTAHover

#5895E9

Blue3

CTAdisabled

#D83336

Red

ErrorState

19

4

TYPOGRAPHY

BMWGUIDELINES/FONTS&TYPOGRAPHY

Inprinciple,thetypefaceBMWTypeNextLightisused.

HEADLINESANDSUBHEADLINESARESETINUPPERCASE,

whilebodycopyissetinuppercaseandlowercase.

Theothertypefacescanbeusedtoensureoptimallegibilityandtextstructure,forexampleinbodycopy,intermediateheadlinesorpricelabelling.

Indigitalmedia,clickableelementsarealwayssetinBold.Offercopyiswrittenin“Sentence”case.

20

BMWGUIDELINES/FONTS&TYPOGRAPHY

PRIMARYWEIGHT

BMWTypeNEXTLight

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

0123456789$%&?!:#+/

BMWTypeNEXTThinBMWTypeNEXTRegularBMWTypeNEXTBold

21

22

5

HEADLINE

STRUCTURE

BMWGUIDELINES/LOGOINHEADLINES

THEZ4

THEZ4

126

10

TheBMWsymbolcanbepositionedtotheleftorrightoftheheadline.

23

BMWGUIDELINES/LOGOINHEADLINES

THEZ4

THEZ4

12

6

10

TheBMWsymbolcanbepositionedtotheleftorrightoftheheadline.

24

BMWGUIDELINES/MLOGOINHEADLINES

THEM2

THEM2

6

12

4

10

ThecombinationofBMWsymbolandsubbrandsymbolispositionedexclusivelytotherightoftheheadline.

25

BMWGUIDELINES/iSERIESLOGOINHEADLINES

THEi3va

THEi3

6

12

4

10

ThecombinationofBMWsymbolandsubbrandsymbolispositionedexclusivelytotherightoftheheadline.

26

MWd

HEADLINESINGLE

LINEORTWO-LINE.

SUBHEADLINESINGLELINEORTWOLINESUBHEADLINE

musetwheineeadllineubemahaed

BM

W

G

U

ID

E

LI

N

ES

/

S

YM

BO

L

S

A

F

E

TY

Z

ONE

T

he

B

Sy

m

bo

lis

posi

tione

o

nly

to

th

eleft

for

tw

o-

line

h

ea

dlines

or

fo

rh

ea

dlines

w

ith

su

bh

ea

dli

nes

.

A

bs

olu

te

up

pe

rcase

he

ig

ht

an

dto

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lh

eig

ht

for

tw

o-

line

h

ea

dline

.

4