宝马：宝马品牌营销策划手册（47页）.pdf

1、GUIDELINESMAY 2020vC O N T E N T SBrandmarksVideo Endings&Logo AnimationExamplesBrand ClaimHeadlineStructureTypographyWebAccessibility162738452ColorB R A N D M A R K S13BMW GUIDELINES/LOGO COLORSPRIMARY LOGOTo be used in exceptional cases against white.PRIMARY LOGO(over picture)FALLBACK LOGOTo be us

2、ed against black,picture,or color.4LOGO AGAINST GRADIENT5BMW GUIDELINES/GRADIENT LOGOWhite logo can be added to any part of this gradient background for circle formats(primarily social media icon use).Gradient logo should NOT be used on campaign creative assets.5Three additional social media icons a

3、re available,but they must be cropped to fit a circle.IncorrectBMW GUIDELINES/BMW BRANDMARK LOGO SPACING61212BMW GUIDELINES/BRANDMARK LOGO SPACING712174126Center12114126CenterBMW GUIDELINES/SYMBOL SAFETY ZONEBMW&M Logo Saftey ZoneBMW&i Logo Saftey Zone8124126Center4 4124126Center4 4BMW GUIDELINES/BM

4、W CERTIFIED LOGOS9FALLBACK LOGOPRIMARY LOGOB R A N D C L A I M210The brand claim should be included with the BMW logo on most creative assets(size and legibility permitting).When the brand claim is written out in body copy or sentences,“Ultimate”does NOT need to be bolded.BMW GUIDELINES/BRAND CLAIM1

5、1The Ultimate Driving Machine1212222The Ultimate Driving Machine2BMW GUIDELINES/STACKED BRAND CLAIM LOCKUP12The Ultimate Driving MachineThe Ultimate Driving MachineThe Ultimate Driving Machine525The Ultimate Driving MachineBMW GUIDELINES/BRAND CLAIM LOCKUP(HORIZONTAL)13The Ultimate Driving MachineTh

6、e Ultimate Driving MachineC O L O R S314BMW GUIDELINES/COLORSStandard applications of BMW symbolsExceptional white space implementation of BMW symbols16PRINTPantone CoatedPantone UncoatedCMYKSCREENsRGBHexadecimal294 C541 U100/69/7/300/61/120#003D78-0/0/0/0255/255/255#FFFFFF7626 C7626 U0/93/95/2226/3