2011 update wk 40Volvo carcorporation Brand identity GuidelineS2011 / Volvo Car Corporation Brand Identity Guidelines
INDEXThis section illustratesthe inspiration behind thenew Volvo Car CorporationBrand Identity.This section delineatesthe ...
Hej.You’re about to delve into the Volvo Car Corporation Brand IdentityGuidelines. A collection of graphic design rules bo...
introduction First, let’s talk about what sits at the very heart of our company.The purpose of our existence, the backbone...
introduction Before we delve into the specific design guidelines, let’s explore ourworld a little bit further in order to ...
introduction Now, let’s talk about how we express our ‘Designed Around You’ in avery simple and elegant graphic principle ...
2011 / Volvo Car Corporation Brand Identity Guidelines 7Cool Outside,Warm Inside.introduction
2011 / Volvo Car Corporation Brand Identity Guidelines 8Cool Outside,Warm Inside.introduction
2011 / Volvo Car Corporation Brand Identity Guidelines 9Cool Outside,Warm Inside.introduction
introductionCool Outside, Warm Inside.From design, typography and copy style, to car colours, interiorsand overall aesthet...
introduction Now that we’ve translated our brand essence into a graphicprinciple, let’s examine in the following pages six...
introduction The Volvo Car Corporation culture prides itself on bringing smart,innovative ideas to the automotive business...
introduction All our designs should live up to the high standards of a Scandinavianluxury brand – where great design is se...
introduction At Volvo Car Corporation, we follow a more accessible form ofmodernism. Everything is designed around people’...
Chapter onecolourColour is a key design element, which, when used correctly, createsimpact, evokes the right feelings, con...
WARM INSIDE, COOL OUTSIDE.That’s the philosophy we discussed at the very beginning of this book.And nowhere else does that...
Colour found at_Esmarkbreen glacierColour found at_Approaching Winter StromColour found at_Falu red houseColour found at_K...
To fully express theWarm Inside, Cool Outsideprinciple, we preferred acircular shape over thetraditional colour chart.Usin...
Pantone 540 C	 HEX: #003057C: 100	 M: 57	 Y: 12	 K: 66Pantone 343 C	 HEX: #115740C: 89	 M: 19	 Y: 72	 K: 60Pantone 417 C	 ...
Pantone 540 C	 HEX: #003057C: 100	 M: 57	 Y: 12	 K: 66Pantone 343 C	 HEX: #115740C: 89	 M: 19	 Y: 72	 K: 60Pantone 417 C	 ...
In order to visually organize our product portfolio and attain globalconsistency, we assigned certain colours to each of o...
SERIES C S+V XCSophisticatedDynamicFunIndividualismCoupes, Convertibles, HatchesRefined StrengthSUVs / CUVsElegance + Func...
SophisticatedDynamicFunIce WhiteBlack SapphireV60Biarritz BlueElectric SilverTitanium GreyCaspian BlueMagic BlueTwilight B...
To further the productportfolio organization, webelieve it is important foreach vehicle family to havea dedicated colour, ...
PHOTOgraphyThe simple principles of Warm Inside, Cool Outside should also beapplied to our photography. Everything we’ve j...
Using one of the primary Scandinavian design elements – light – as away to express comfort and safety, we have created a u...
2011 / Volvo Car Corporation Brand Identity Guidelines 27photographySignaturelook
Volvo products were first created and designed to fit the harshnessof the Scandinavian climate and landscape. Much like th...
use of light2011 / Volvo Car Corporation Brand Identity Guidelines 29photography
2011 / Volvo Car Corporation Brand Identity Guidelines 30photographyuse of light
2011 / Volvo Car Corporation Brand Identity Guidelines 31photographyuse of light
The exterior and interior shots of our cars should never be portrayedto be purely sterile or fake. Real people drive our c...
LOCATION ANDCOMPOSITIONOur cultural heritage of minimalist and essentialist modernism comesinto play here.Keep everything ...
2011 / Volvo Car Corporation Brand Identity Guidelines 34photographyLOCATION ANDCOMPOSITION
2011 / Volvo Car Corporation Brand Identity Guidelines 35photographyLOCATION ANDCOMPOSITION
Our colour palette once again comes in handy here.Following its structure, you should surround the cars with cooler tonesf...
2011 / Volvo Car Corporation Brand Identity Guidelines 37photographycar exterior
As discussed, for exterior car shots, you should focus on the outercircles of the colour palette; but for the car’s interi...
car interior2011 / Volvo Car Corporation Brand Identity Guidelines 39photography
car interior2011 / Volvo Car Corporation Brand Identity Guidelines 40photography
Volvo Car Corporation is a very authentic, egalitarian brand –made by real people, for real people. We believe in inclusiv...
Casting2011 / Volvo Car Corporation Brand Identity Guidelines 42photography
Casting2011 / Volvo Car Corporation Brand Identity Guidelines 43photography
Volvo Car Corporation is all about functionality and staying true to itselfand its culture. So keeping it real is key at a...
1958 1978 20051927 1940The Volvo Iron Mark has been with us for more than 80 years, andshould be used as our primary logo....
The CMYK version ispreferred, and should beused whenever possible.For uses of 40mm or abovein print or at a large size ons...
The Volvo Iron Mark shouldnever be used on a mediumgrey background, over bluebackgrounds that competewith the Volvo blue, ...
It is our aim to ensure that the Volvo brand is communicated in asconsistent and uncluttered way as possible.Manner of use...
safe zonefor theVolvoIron MarkArtwork for the Volvo IronMark is available for use.To download, please visitour VCC Partner...
Do not rotate in printDo not position atagline underneathDo not use on backgroundswithout sufficient contrastDo not add de...
For general advice ontrademark concerns orintellectual property,please contact:Volvo Car CorporationGlobal Marketing Divis...
These are two independent elements of design, and we’ll examinethem separately. But for a moment, let’s consider them as o...
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890/!@#$¥£€%^*()+|}{“:?Volvo has been developing cars that underscore the aesthetic,funct...
D c sVolvo Broad is our choice for a display typeface because it deliversa strong visual signature that’s unique, recogniz...
As much as we admire and uphold the Volvo Broad qualities, weunderstand it can have some limitations as a headline typefac...
VOLVO SANSVOLVO SANS LIGHT / ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 !@#$£¤¥%^*()_+|}{“:?-VOLVO SA...
HelveticaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ArialABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrst...
TEXT and CAPTIONSThis text is typeset in Volvo Sans Light, upper and lower case.The leading is approximately 140% of the h...
Chapter fivebrand layoutOn the following pages, we’ll examine the Volvo Car Corporationlockup, a unique graphic way to sea...
brand layoutLOCKUPEXPLAINEDthe logo blockThe logo sits at the top of the lockup. Its placement supportsthe idea of Designe...
brand layoutCOVER LOCKUPThe Cover lockup’s purposeis to be used on documentcovers and chapter dividers.It has a similar st...
brand layout/corporatematerialsEmailSignaturePARKER MCSMITHCorporate CommunicationVolvo Car CorporationPublic AffairsCorpo...
brand layout/corporatematerialsEmailSignaturelockupPARKER MCSMITHCorporate CommunicationVolvo Car CorporationPublic Affair...
brand layout/corporatematerialsinternalpowerpointtemplate2011 / Volvo Car Corporation Brand Identity Guidelines 64
brand layout/corporatematerialsinternalpowerpointtemplate2011 / Volvo Car Corporation Brand Identity Guidelines 65
brand layout/corporatematerialsinternalpowerpointtemplate2011 / Volvo Car Corporation Brand Identity Guidelines 66
brand layout/corporatematerialsDivider dotted linesConfidentiality statementTop line should always be solidinternalpowerpo...
brand layout/corporatematerialsPARKER MCSMITHCorporate CommunicationDear Mr. John Doe,Sed ut perspiciatis unde omnis iste ...
brand layout/corporatematerialsPARKER MCSMITHCorporate CommunicationDear Mr. John Doe,Sed ut perspiciatis unde omnis iste ...
brand layout/corporatematerialsBUSINESSCArdCorporate CommunicationVolvo Car CorporationPublic AffairsCorporate Communicati...
brand layout/corporatematerialsLocalLanguagesBUSINESSCARDCorporate CommunicationVolvo Car CorporationPublic AffairsCorpora...
brand layout/corporatematerialsBUSINESSCARDLOCKUPCorporate CommunicationVolvo Car CorporationPublic AffairsCorporate Commu...
brand layout/corporatematerialsCorporate CommunicationVolvo Car CorporationPublic AffairsCorporate CommunicationsDep 50230...
brand layout/corporatematerialsEnvelopeCorporate CommunicationVolvo Car CorporationPublic AffairsCorporate CommunicationsD...
brand layout/corporatematerialsCorporate CommunicationVolvo Car CorporationPublic AffairsCorporate CommunicationsDep 50230...
brand layout/corporatematerialsEnvelopebackVolvo Car Corporation ABSE-405 31 Göteborg, SwedenVolvo Car Corporation ABSE-40...
brand layout/corporatematerialsEnvelopebacklockup Volvo Car CorporationAddressFor envelope with colouredback, please use V...
brand layout/corporatematerialsPARKER MCSMITHCorporate CommunicationVolvo Car CorporationPublic AffairsCorporate Communica...
brand layout/corporatematerialsPARKER MCSMITHCorporate CommunicationVolvo Car CorporationPublic AffairsCorporate Communica...
brand layout/corporatematerialsMEMO2011 / Volvo Car Corporation Brand Identity Guidelines 80
brand layout/corporatematerialsGraphic ElementLogoMEMOlockup2011 / Volvo Car Corporation Brand Identity Guidelines 81
brand layout/corporatematerialsnamebadgePARKER MCSMITHTitle/Company2011 / Volvo Car Corporation Brand Identity Guidelines 82
brand layout/corporatematerialsnamebadgelockupPARKER MCSMITHTitle/CompanyNameLogoTitle/Company2011 / Volvo Car Corporation...
brand layout/corporatematerialsInternalbriefingInsert Image Here2011 / Volvo Car Corporation Brand Identity Guidelines 84
brand layout/corporatematerialsThe height of the bar shouldspan from the solid black lineto the dotted line.Bar and colour...
brand layout/corporatematerialstrainingMaterialsPRODUCT PLATFORMTHE ALL-NEWVOLVO YXXXPRODUCT PLATFORMTHE ALL-NEWVOLVO YXXY...
brand layout/corporatematerialstrainingMaterialslockupPRODUCT PLATFORMTHE ALL-NEWVOLVO YXXYwww.volvocars.comLorem accus un...
Hej.You’re about to delve into the Brand Communications Module ofthe Volvo Car Corporation Brand Identity Guidelines.This ...
Apart from typography and graphics, a huge component of a brand’spersonality is the copy and tone of voice.When multiple p...
brand layout/communicationmaterialsA consistent end to all film assets will contain the following elementsin succession. T...
brand layout/communicationmaterialsDOUBLEpageSPREAD Pulling Poweryour volvo xc70D3 TURBODIESEL ENGINE - Shouldn’t driving ...
brand layout/communicationmaterialsPulling Poweryour volvo xc70D3 TURBODIESEL ENGINE - Shouldn’t driving thefamily be a po...
brand layout/communicationmaterialsStops on Sightyour volvo s80volvocars.comEndandit quatesti ommolor rem utet quam eos do...
brand layout/communicationmaterialsSINGLEpageradar brakingyour volvo s60volvocars.comEndandit quatesti ommolor rem utet qu...
brand layout/communicationmaterialsradar brakingyour volvo s60volvocars.comEndandit quatesti ommolor rem utet quam eos dol...
brand layout/communicationmaterialsOOH96 SHEETstops on sightyour volvo s80volvocars.comEndandit quatesti ommolor rem utet ...
brand layout/communicationmaterialsstops on sightyour volvo s80volvocars.comEndandit quatesti ommolor rem utet quam eos do...
brand layout/communicationmaterialsOOH48 SHEETstops onsightyour volvo s80volvocars.comEndandit quatesti ommolor rem utet q...
brand layout/communicationmaterialsstops onsightyour volvo s80volvocars.comEndandit quatesti ommolor rem utet quam eos dol...
brand layout/communicationmaterialsOOH6 SHEET stops on sightvolvocars.comyour volvo s80Ut parciasped ut acepti re, ium is ...
brand layout/communicationmaterialsstops on sightvolvocars.comyour volvo s80Ut parciasped ut acepti re, ium is doluptatquo...
brand layout/communicationmaterialshomepagebanner2011 / Volvo Car Corporation Brand Identity Guidelines 102
brand layout/communicationmaterialshomepagebannerLockupX = Height of Iron markIron MarkIron Mark is always placed in top-r...
brand layout/communicationmaterialsmpu2011 / Volvo Car Corporation Brand Identity Guidelines 104
brand layout/communicationmaterialsmpulockupX=HeightofIronmark(50x48px)Iron MarkIron Mark is always placed in top-right co...
brand layout/communicationmaterials2011 / Volvo Car Corporation Brand Identity Guidelines 106Leaderboard
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  1. 1. 2011 update wk 40Volvo carcorporation Brand identity GuidelineS2011 / Volvo Car Corporation Brand Identity Guidelines
  2. 2. INDEXThis section illustratesthe inspiration behind thenew Volvo Car CorporationBrand Identity.This section delineatesthe rules that bringto life our newvisual language.This section features someexamples of brand materialsdone under the new brandvisual language.WHYWHATHOWWhYINTRODUCTION4. Our Essence5. Our Beliefs6. Our Voice10. Graphic Principle11. Graphic Design Pillars12. Innovative + Intuitive13. Luxury + Simplicity14. Functional + NaturalWhatCHAPTER ONE: COLOUR16. Brand Colour Palette/Inspiration17. Brand Colour Palette/Origins18. Brand Colour Palette/Structure19. Brand Colour Palette/Master20. Brand Colour Palette/Breakdown21. Car Colour22. Primary Car Colour Chart23. Secondary Car Colour Chart24. Colour Coding/NameplateCHAPTER TWO: PHOTOGRAPHY26. Signature Look28. Use of Light32. Presence of Humanity33. Location and Composition36. Car Exterior38. Car Interior41. Casting44. Keeping It RealCHAPTER THREE: IDENTITY46. Use of the Volvo Iron Mark49. Safe Zone for the Volvo Iron Mark50. Incorrect Use of the Volvo Iron Mark51. NomenclatureCHAPTER FOUR: TYPEFACE & COPY53. Volvo Broad54. Volvo Broad Typographic Details55. Volvo Broad Rules56. Volvo Sans57. Our Typeface Family58. Typeface UsageHowCHAPTER FIVE: BRAND LAYOUT60. Master Lockup Explained61. Cover Lockup ExplainedBRAND LAYOUT/Corporate Materials62. Email Signature63. Email Signature Lockup64. Internal PowerPoint Template67. Internal PowerPoint Template Lockup68. Letterhead69. Letterhead Lockup70. Business Card71. Local Languages Business Card72. Business Card Lockup73. Local Languages Business Card Lockup74. Envelope75. Envelope Lockup76. Envelope Back77. Envelope Back Lockup78. Fax79. Fax Lockup80. Memo81. Memo Lockup82. Name Badge83. Name Badge Lockup84. Internal Briefing85. Internal Briefing Lockup86. Training Materials87. Training Materials LockupBRAND LAYOUT/Communication Materials89. The Way We Talk in Communication Materials90. Sound Radio and Film91. Double Page Spread92. Double Page Spread Lockup94. Single Page95. Single Page Lockup96. OOH 96 Sheet97. OOH 96 Sheet Lockup98. OOH 48 Sheet99. OOH 48 Sheet Lockup100. OOH 6 Sheet101. OOH 6 Sheet Lockup102. Homepage Banner103. Homepage Banner Lockup104. MPU105. MPU Lockup106. Leaderboard107. Leaderboard Lockup108. Skyscraper109. Skyscraper Lockup110. Tactical communication Layouts111. Tactical Layouts/National Offer Advertising/ WithoutRestrictions112. Tactical Layouts/National Offer Advertising Lockup/Without Restrictions/A4113. Tactical Layouts/National Offer Advertising Lockup/Without Restrictions/2 Line Headline Example114. Tactical Layouts/National Offer Advertising/Without Restrictions115. Tactical Layouts/National Offer Advertising Lockup/Without Restrictions/A5116. Tactical Layouts/National Offer Advertising/ DoublePage Spread/Without Restrictions117. Tactical Layouts/National Offer Advertising/DoublePage Spread Lockup/ Without Restrictions/A3118. Tactical Layouts/National Offer Advertising/With Restrictions119. Tactical Layouts/National Offer Advertising Lockup/With Restrictions/A4120. Tactical Layouts/National Offer Advertising/With Restrictions121. Tactical Layouts/National Offer Advertising Lockup/With Restrictions/A5122. Tactical Layouts/Dealer Offer Advertising123. Tactical Layouts/Dealer Offer Advertising Lockup/A4124. Tactical Layouts/Dealer Offer Advertising125. Tactical Layouts/Dealer Offer Advertising Lockup/A5126. MPU127. MPU Lockup128. Leaderboard129. Leaderboard Lockup130. Skyscraper131. Skyscraper Lockup132. Communication materials/social media133. Using Social media prompts in brand advertising134. Using Social media prompts in tactical advertising135. Using Social media prompts in digital advertising136. Volvo Selekt Guidelines138. CRM139. CRM/Introductions142. CRM/A few basics149. CRM/email157. CRM/Directmail168. GIP website169. GIP website/Photgraphy171. GIP website/Multi Media172. GIP website/Typography174. GIP website/Copy175. GIP website/Navigation178. GIP website/Product presentation186. GIP website/Basic pages192. GIP website/Community198. GIP website/Campaigns199. GIP website/Forms200. GIP website/Promotional BannersFINAL CONSIDERATIONS201. Further Guidelines ConclusionTHANK YOU/TACK2011 / Volvo Car Corporation Brand Identity Guidelines
  3. 3. Hej.You’re about to delve into the Volvo Car Corporation Brand IdentityGuidelines. A collection of graphic design rules born out of Volvo’s richheritage and philosophy, that defines the way Volvo Car Corporationtalks with the world.A thorough knowledge of these guidelines and their implementationacross all communication materials is vital in order to support, sustainand solidify the development of the Volvo Car Corporation identityand business. The brand voice is, and always should be, infused ineverything we do.Our Scandinavian origins, our harmonious relationship with nature, ourreverence for purity and simplicity, our search for material efficiency,our passion to design around people, our obsession with strength andresiliency, our desire to create luxury cars with pervasive practicality…all these things, and more… make us uniquely Volvo.They define our brand culture, which in turn defines how we approachthings across all disciplines at Volvo.So with an open mind, read this book slowly and carefully. The overallaim is to provide a unified visual language, while creating awarenessof the unique Volvo Car Corporation brand culture – so that wecontinue to strengthen the Volvo Car Corporation brand identitywithin an increasingly competitive marketplace, solidifying theperception of a luxury car company that understands people.Tack.introductionwelcome2011 / Volvo Car Corporation Brand Identity Guidelines 3
  4. 4. introduction First, let’s talk about what sits at the very heart of our company.The purpose of our existence, the backbone of our ways, has alwaysbeen to design everything around people. A core philosophy bornsimply from who we are as a company and where we come from.This brand essence has been elegantly condensed into three simplewords:DESIGNED AROUND YOU.A statement confirming Volvo’s commitment to create Scandinavianluxury cars that understand people.Now... take a minute and let those words sink in. Because everythingwe do must always align to this thought process.Good?Ok, let’s take a look at the next page.OURessence2011 / Volvo Car Corporation Brand Identity Guidelines 4
  5. 5. introduction Before we delve into the specific design guidelines, let’s explore ourworld a little bit further in order to have a better understanding ofwhere we come from, and what we stand for.We’re proudly Scandinavian at heart. We’ve inherited the thrill of rationalthinking, the joy of functional detail and the discipline for goodcraftsmanship from our predecessors. And we continue to pursuepurity in design, through a sense of humanity and naturalism that’strue to our Scandinavian DNA.When we talk about luxury, we don’t mean wasteful extravagance andmeaningless excess. Luxury, to us, is the emotion that our customersfeel when they engage with us. It’s the simplicity that makes for betterunderstanding. The feeling of space, control, calm, comfort andsecurity – strength in every sense.Finally, when we say that we design cars that ‘understand people,’ wesimply mean that we learn from people as we build cars. We put manfirst, then machine. We build from the inside out. And on a broaderscale, we study human society as a whole when developing solutions.Ultimately, we realize there’s a higher holistic calling than justmanufacturing cars. The true end benefit of everything we do isto make life less complicated.By balancing the demands of the machine with human needs,Volvo Car Corporation has instilled in automotive design what canbe best expressed as a ‘soul.’OURbeliefs2011 / Volvo Car Corporation Brand Identity Guidelines 5
  6. 6. introduction Now, let’s talk about how we express our ‘Designed Around You’ in avery simple and elegant graphic principle that is unique to our roots.The landscape in Sweden possesses a striking, if sometimes bleak,beauty. During prolonged dark winters, the rugged terrain is spottedwith glowing houses that provide the light, warmth and necessarycomfort for people to live in.These extreme cold conditions require special care and exceptionalsolutions that not only protect and cradle people, but also providethem with superior comfort, elegance and functionality.The powerful feeling contained in this iconic image – the comfort ofa house with the warm light in a vast landscape of cool colours – is agreat visual representation that explains what we strive to attain whenwe design around people.It succinctly captures the aesthetic and the ethos that Volvo CarCorporation stands for. We call this graphic principle:Cool Outside, Warm Inside.ourvoice2011 / Volvo Car Corporation Brand Identity Guidelines 6
  7. 7. 2011 / Volvo Car Corporation Brand Identity Guidelines 7Cool Outside,Warm Inside.introduction
  8. 8. 2011 / Volvo Car Corporation Brand Identity Guidelines 8Cool Outside,Warm Inside.introduction
  9. 9. 2011 / Volvo Car Corporation Brand Identity Guidelines 9Cool Outside,Warm Inside.introduction
  10. 10. introductionCool Outside, Warm Inside.From design, typography and copy style, to car colours, interiorsand overall aesthetics – we apply the duality of this unique graphicprinciple across the entire design spectrum.Cool Outside stands for a sleek design, precise lines,sophistication, functionality, innovation, and a sincere respectfor nature.Warm Inside symbolizes the care for interior space, humanity,comfort, safety, relaxation, empowerment, tranquility and anintuitive experience.graphicprinciple2011 / Volvo Car Corporation Brand Identity Guidelines 10
  11. 11. introduction Now that we’ve translated our brand essence into a graphicprinciple, let’s examine in the following pages six simpledesign pillars that inspire and guide us through every graphicdesign process.By looking at these pillars in pairs, according to their complementaryvalues, it’s easy to see how the ‘Cool Outside, Warm Inside’principle applies to every design decision in our brand materials.luxury + simplicityINNOVATIVE + INTUITIVEfunctional + Naturalgraphicdesignpillars2011 / Volvo Car Corporation Brand Identity Guidelines 11
  12. 12. introduction The Volvo Car Corporation culture prides itself on bringing smart,innovative ideas to the automotive business. Likewise, we shouldbring the same innovative thinking to the visual language andcommunication tools we build.But innovation on its own can be a bit too distracting and alienating,so we should balance it with an intuitive flow of information thatmakes everything easy to understand and follow.Volvo Car Corporation has long understood that an overtly industrialaesthetic can be alienating, and have therefore sought to developproducts that are fundamentally humanizing – cars that put man first,then machine. We must allow for a similar humanizing componentin all our communications and design material. Just like our cars,everything should feel like it was created around people.To put it simply: the colours, typeface treatment, graphic compositionand information architecture should be a harmonious blend of warmthand humanity with cool and trendy.INnovativE+ INtuitivegraphic design pillars /2011 / Volvo Car Corporation Brand Identity Guidelines 12
  13. 13. introduction All our designs should live up to the high standards of a Scandinavianluxury brand – where great design is seen as a vital enrichment ofdaily living, not as a status symbol.Hence, at Volvo Car Corporation, luxury is not about grandiosityand embellishments. It’s not cold and arrogant. Instead, it’s aboutdelivering an elevated experience in simple and practical ways; onethat understands how people behave and what their needs are.In this spirit of simplicity, our visual language must embrace andcelebrate space, lightness and minimalism. Any element that isn’tcontributing to the message (read: excess!) should not be part of it –so there’s a calm and warm feeling of clarity, confidence, comfortand control.graphic design pillars /Luxury +Simplicity2011 / Volvo Car Corporation Brand Identity Guidelines 13
  14. 14. introduction At Volvo Car Corporation, we follow a more accessible form ofmodernism. Everything is designed around people’s needs, with greatfunctional value.Implementing this approach to graphic design, we must ensure thatevery single element in our brand materials – typeface, colour, copy,photography, etc. – has a precise purpose, so there is a clear visualhierarchy and the proposed message is conveyed with clarity.On the surface, this approach may seem too clinical and stoic – so itshould be softened by the use of organic/natural forms and shapes.It highlights our warm, humanist approach to engineering and design.To take it a step further, Volvo Car Corporation has always had apositive relationship with nature. We’ve understood the scarcityof materials, and made optimum use of those available to us.We must, therefore, continue to translate this inherent respect forthe environment to all our design and communications tools. (As anexample, that is one reason why this document is in a digital/PDFformat and not a printed book.)functional+ Naturalgraphic design pillars /2011 / Volvo Car Corporation Brand Identity Guidelines 14
  15. 15. Chapter onecolourColour is a key design element, which, when used correctly, createsimpact, evokes the right feelings, conjures up the right mood andaura, conveys subtle messages and helps highlight areas ofinterestor importance.Choosing a colour or a set of colours is not an exercise in randomness.In fact, it’s a very deliberate process of elimination and selection,based on what we’re trying to communicate. We need to treatthe use and association of colour as seriously as the design ofgraphics and layouts.Of course, just like everything else we do in the design process,all decisions related to colour should have a clear, well thoughtout, functional purpose.So in order to better explain this process, we divided the Coloursection into different sub-sections: Brand Colour Palette Inspiration,Brand Colour Palette Origins, Brand Colour Palette Structure,Brand Colour Palette Master, and Brand Colour Palette Breakdown.Followed by Primary and Secondary Car Colours, and finishing withColour Coding.The result of the first affects the second; the result of the secondaffects the third; and so on. The sum of it all should lead us to abetter product organization and a stronger consistency betweeninternal and external communication materials.2011 / Volvo Car Corporation Brand Identity Guidelines 15
  16. 16. WARM INSIDE, COOL OUTSIDE.That’s the philosophy we discussed at the very beginning of this book.And nowhere else does that philosophy get translated so literally as inthe case of choosing colour.The Volvo colour palette is a graphic read of the Scandinavianlandscape: a vast, cold and harsh land, scattered with houses that providethe warmth and necessary comfort for people to live.The warm and cozy houseinteriors surrounded bythe vast cool tones of theScandinavian landscape.BRANDColourPALETTE/inspirationcolour2011 / Volvo Car Corporation Brand Identity Guidelines 16
  17. 17. Colour found at_Esmarkbreen glacierColour found at_Approaching Winter StromColour found at_Falu red houseColour found at_Kolmården forestColour found at_Northern LightsColour found at_Autumn leavesColour found at_Stave beach, NorwayColour found at_East Coast rocksColour found at_Sorunda fieldsColour found at_Kungsleden mountainsColour found at_Swedish coastColour found at_Lake of Lofoten, NorwayColour found at_City of StockholmThe colours used in ourpalette are those foundat the Scandinavianlandscape: the cool andearthy tonesof the land, plus the greysand accent tones broughtin by the presence of people.The result is a balancedand elegant selection thatfaithfully represents thevalues of the ScandinavianDesign.BRANDColourPALETTE/originscolour2011 / Volvo Car Corporation Brand Identity Guidelines 17
  18. 18. To fully express theWarm Inside, Cool Outsideprinciple, we preferred acircular shape over thetraditional colour chart.Using this structureto accommodate theScandinavian landscapetones, the Brand ColourPalette naturally comesto life.BRANDColourPALETTE/structurecolour2011 / Volvo Car Corporation Brand Identity Guidelines 18
  19. 19. Pantone 540 C HEX: #003057C: 100 M: 57 Y: 12 K: 66Pantone 343 C HEX: #115740C: 89 M: 19 Y: 72 K: 60Pantone 417 C HEX: #65665CC: 33 M: 23 Y: 35 K: 63Pantone 7545 C HEX: #425563C: 58 M: 32 Y: 18 K: 54Pantone 5415 C HEX: #5B7F95C: 56 M: 24 Y: 11 K: 34Pantone BLK 3 C HEX: #212721C: 67 M: 44 Y: 67 K: 95Pantone 623 C HEX: #9AB9ADC: 37 M: 4 Y: 26 K: 10Pantone 544 C HEX: #BDD6E6C: 27 M: 4 Y: 1 K: 1Pantone CG7 C HEX: # 97999BC: 20 M: 14 Y: 12 K: 40Pantone 7527 C HEX: #D6D2C4C: 3 M: 4 Y: 14 K: 8Pantone 467 C HEX: #D3BC8DC: 6 M: 15 Y: 41 K: 10Pantone 158 C HEX: #E87722C: 0 M: 62 Y: 95 K: 0Pantone 7621 C HEX: #AB2328C: 0 M: 98 Y: 91 K: 30Accent ColoursMuch like the visuals ofthe warm house interiorssurrounded by the coolertones of the landscape,our colour wheel has thefollowing structure:Accent ColoursThe warm tones found inthe core inner ring.SupplementaryColoursThe bright, transitional cooltones found in the middlering, and the darker cooltones of the outer ring.BRAND ColourThe peripheral ring ofVolvo blue, encapsulatingall tones in the wheel.INNER RINGSUPPLEMENTARY ColoursMIDDLE RINGSUPPLEMENTARY ColoursOUTER RINGBRANDColourPALETTE/breakdownBrand colour2011 / Volvo Car Corporation Brand Identity Guidelines 20colour2011 / Volvo Car Corporation Brand Identity Guidelines 19
  20. 20. Pantone 540 C HEX: #003057C: 100 M: 57 Y: 12 K: 66Pantone 343 C HEX: #115740C: 89 M: 19 Y: 72 K: 60Pantone 417 C HEX: #65665CC: 33 M: 23 Y: 35 K: 63Pantone 7545 C HEX: #425563C: 58 M: 32 Y: 18 K: 54Pantone 5415 C HEX: #5B7F95C: 56 M: 24 Y: 11 K: 34Pantone BLK 3 C HEX: #212721C: 67 M: 44 Y: 67 K: 95Pantone 623 C HEX: #9AB9ADC: 37 M: 4 Y: 26 K: 10Pantone 544 C HEX: #BDD6E6C: 27 M: 4 Y: 1 K: 1Pantone CG7 C HEX: # 97999BC: 20 M: 14 Y: 12 K: 406Pantone 7527 C HEX: #D6D2C4C: 3 M: 4 Y: 14 K: 8Pantone 467 C HEX: #D3BC8DC: 6 M: 15 Y: 41 K: 10Pantone 158 C HEX: #E87722C: 0 M: 62 Y: 95 K: 0Pantone 7621 C HEX: #AB2328C: 0 M: 98 Y: 91 K: 30Accent ColoursMuch like the visuals ofthe warm house interiorssurrounded by the coolertones of the landscape,our colour wheel has thefollowing structure:Accent ColoursThe warm tones found inthe core inner ring.SupplementaryColoursThe bright, transitional cooltones found in the middlering, and the darker cooltones of the outer ring.BRAND ColourThe peripheral ring ofVolvo blue, encapsulatingall tones in the wheel.INNER RINGSUPPLEMENTARY ColoursMIDDLE RINGSUPPLEMENTARY ColoursOUTER RINGBRANDColourPALETTE/breakdownBrand colourcolour2011 / Volvo Car Corporation Brand Identity Guidelines 20
  21. 21. In order to visually organize our product portfolio and attain globalconsistency, we assigned certain colours to each of our vehicles.On the following pages, we divided them into:PRIMARY, the colour that should be used whenever possible.Secondary, for those times when the primary colour isn’t availableor cannot be used.Personality, used only to express the personality of a vehicleon specific occasions, and with the permission of the Volvo GlobalMarketing team.The selected tones wereinspired by our BrandColour Palette and shouldhelp express the principle ofWarm Inside, Cool Outsidewhen product is usedon photography.CAR COLOURcolour2011 / Volvo Car Corporation Brand Identity Guidelines 21
  22. 22. SERIES C S+V XCSophisticatedDynamicFunIndividualismCoupes, Convertibles, HatchesRefined StrengthSUVs / CUVsElegance + FunctionalitySedans, Wagons, EstatesC30 Electric SilverC70 Celestial Blue V70 Caspian BlueS40 Ice WhiteV50 Chameleon BlueS60 Savile GreyV60S80 Black SapphireXC90 Ember BlackXC70Twilight BronzeXC60 Terra BronzeOcean Blue(ltd. edition2011/2012)Our Primary and Secondarycar colours (this page andnext) will be cool-driventones, based on the VolvoColour Palette. They shouldhelp convey the eleganceand sophistication of ourproduct, and also supportthe Warm Inside, CoolOutside philosophy.primarycar colourchartcolour2011 / Volvo Car Corporation Brand Identity Guidelines 22
  23. 23. SophisticatedDynamicFunIce WhiteBlack SapphireV60Biarritz BlueElectric SilverTitanium GreyCaspian BlueMagic BlueTwilight BronzeSeashellCosmic WhiteSERIES C S+V XCWe are sensitive to the factthat exceptions may applyto specific market needswhich, for instance, wouldrequire warmer, vibrantcolours for a market’s localpurpose (i.e., exhibitions).For these cases, we havethe Personality Coloursbelow. Please contact theGlobal Marketing Divisionfor direction and approval.PersonalitycoloursVibrant CopperPassion RedElectrum Goldsecondarycar colourchartIndividualismCoupes, Convertibles, HatchesRefined StrengthSUVs / CUVsElegance + FunctionalitySedans, Wagons, EstatesC30C70 V70S40V50S60S80XC90XC70XC60Savile Greycolour2011 / Volvo Car Corporation Brand Identity Guidelines 23
  24. 24. To further the productportfolio organization, webelieve it is important foreach vehicle family to havea dedicated colour, pickedaccording to its personality,to be used along with theVolvo blue in all graphic andcommunication materialsrelated to it.Those could be internaland consumer-facingmaterials like: advertising,digital, retail, merchandise,brochures, auto showstands, internal productbriefings, PowerPointpresentations, owner’smanuals, LIV magazinecontent, etc.PANTONE 540 CVOLVO BLUEPANTONE Cool Gray 7 CC30 C70PANTONE 7545 CS40 s60 s80PANTONE 5415 Cv50 v60 v70PANTONE 417 Cxc60 xc70 xc90Colourcoding/nameplatecolour2011 / Volvo Car Corporation Brand Identity Guidelines 24
  25. 25. PHOTOgraphyThe simple principles of Warm Inside, Cool Outside should also beapplied to our photography. Everything we’ve just discussed aboutcolours comes into play here.In this section, we are covering the following photography-relatedtopics: Signature Look, Use of Light, Location Composition, CarExterior, Car Interior, Casting People, and Keeping it Real.Chapter TWO2011 / Volvo Car Corporation Brand Identity Guidelines 25
  26. 26. Using one of the primary Scandinavian design elements – light – as away to express comfort and safety, we have created a unique way toshowcase our cars in photography.It’s a unique and consistent visual signature, based on the contrastbetween the cool environment around them and the warm glow insideof them; separating us from other cars, while visually expressing thefeeling of a car with a human soul. A car, designed around people.Signaturelookphotography2011 / Volvo Car Corporation Brand Identity Guidelines 26
  27. 27. 2011 / Volvo Car Corporation Brand Identity Guidelines 27photographySignaturelook
  28. 28. Volvo products were first created and designed to fit the harshnessof the Scandinavian climate and landscape. Much like the concept ofnegative space, one can say that Volvo Car Corporation was shapedby everything around it.This intrinsic relationship with nature leads us to shoot both exteriorimages of cars and people under natural light. If we have to simulatean environment or bring a certain product detail to life, an artificiallight source must be used in order to make it feel as close to naturallight as possible. Also, we need to ensure that all of our computer-generated imagery (CGI) encompass a natural light simulation.For interior shots, in order to emulate a sense of well being andcomfort, the use of an artificial source of warm light is welcome.Lens flares are a nice addition, where appropriate, to evoke a feelingof warmth or natural light – but they aren’t a rule for every image.use of lightphotography2011 / Volvo Car Corporation Brand Identity Guidelines 28
  29. 29. use of light2011 / Volvo Car Corporation Brand Identity Guidelines 29photography
  30. 30. 2011 / Volvo Car Corporation Brand Identity Guidelines 30photographyuse of light
  31. 31. 2011 / Volvo Car Corporation Brand Identity Guidelines 31photographyuse of light
  32. 32. The exterior and interior shots of our cars should never be portrayedto be purely sterile or fake. Real people drive our cars, so thereshould be a sense of reality and authenticity. There should be warmthand human presence in every shot.Sometimes, this can be achieved by using a simple prop, like a wallet,a mobile phone, house keys, or something equally simple – butimmediately associated with the driver or passenger of the vehicle.At other times, simple nuances can allude to a human presence.For example, a window slightly rolled down, or few natural creasesin the leather upholstery, or a naturally reclined seat – anything thatadds some soul to the design aesthetic.Finally, and obviously, if the concept permits, it’s okay to havehumans/models in these shots. It’s not necessary to show them infull. It can be a silhouette, a shadow, or just a hand or a foot; anythingthat best represents human presence and helps convey the idea.(For more information on photographing people, please refer to theother sections of the Photography chapter in this guideline.)Presenceofhumanityphotography2011 / Volvo Car Corporation Brand Identity Guidelines 32
  33. 33. LOCATION ANDCOMPOSITIONOur cultural heritage of minimalist and essentialist modernism comesinto play here.Keep everything cool, crisp and simple. The less you have competingvisually with our cars, the better. So clean, naturally sterile andgraphic backgrounds are preferred, with a natural monochromaticfeel (matching the cool brand palette colours) – just like the wideexpanses of Scandinavian landscapes.The contrast between the warm interior of our cars and the antagonisticsurrounding landscapes should help further the perception of asheltering, welcoming and comfortable experience when inside a Volvo.Also, look for the ideal light and location conditions that allow thecontrast between the warm light emanating from the car and the coollandscape around it – during the day or night.Finally, and needless to say, please aim to capture the entire shot witha luxurious, “want-to-frame-it-and-put-it-on-my-wall” perspective.photography2011 / Volvo Car Corporation Brand Identity Guidelines 33
  34. 34. 2011 / Volvo Car Corporation Brand Identity Guidelines 34photographyLOCATION ANDCOMPOSITION
  35. 35. 2011 / Volvo Car Corporation Brand Identity Guidelines 35photographyLOCATION ANDCOMPOSITION
  36. 36. Our colour palette once again comes in handy here.Following its structure, you should surround the cars with cooler tonesfound in the palette – either by choosing an appropriate landscape thatcarries these tones (trees, buildings, mist, clouds, etc), or by shootingduring the magic light hours, or by shooting at night. Once again, try tocapture everything naturally, instead of using filters.To complete the palette specifications, vehicle windows should betransparent, and the inside portion of the car should emanate a warmlight, mirroring the warmer colours from our palette’s core.P.S., We have no particular preference for moving shots versus stillvehicles. There are no real rules here. Please choose according toeach model profile and individual needs.car exteriorphotography2011 / Volvo Car Corporation Brand Identity Guidelines 36
  37. 37. 2011 / Volvo Car Corporation Brand Identity Guidelines 37photographycar exterior
  38. 38. As discussed, for exterior car shots, you should focus on the outercircles of the colour palette; but for the car’s interior shots, you’ll needto concentrate on the center of it.All shots taken of the car’s interior, with or without the presence ofpeople, should have a warm feel, with an abundance of light; mirroringthe tones found at the center of the palette. If there’s even a glimpseof the landscape outside the vehicle, it should definitely be a coolertone, falling into the immediate colours of the inner circle, or even theouter colours in our brand palette.car interiorphotography2011 / Volvo Car Corporation Brand Identity Guidelines 38
  39. 39. car interior2011 / Volvo Car Corporation Brand Identity Guidelines 39photography
  40. 40. car interior2011 / Volvo Car Corporation Brand Identity Guidelines 40photography
  41. 41. Volvo Car Corporation is a very authentic, egalitarian brand –made by real people, for real people. We believe in inclusivenessover exclusiveness. We design around you, not supermodels.So when casting for an image or a film, always choose real peopleover models or celebrities. And when choosing a wardrobe, don’tover accessorize. Clean, simple and elegant looks are preferred.Our people can have a harsh and stoic persona on the exterior, butthey must exude human warmth from within. They must possess a soul.Also, in order to maintain this authentic and natural feel, you shouldalso be thoughtful of the region you are advertising to, using peoplethat represent that region. We are a global brand that supportsdiversity and respects individuality.And as a corollary, when shooting, always look for and capture naturalmoments instead of artificial poses.Castingphotography2011 / Volvo Car Corporation Brand Identity Guidelines 41
  42. 42. Casting2011 / Volvo Car Corporation Brand Identity Guidelines 42photography
  43. 43. Casting2011 / Volvo Car Corporation Brand Identity Guidelines 43photography
  44. 44. Volvo Car Corporation is all about functionality and staying true to itselfand its culture. So keeping it real is key at all levels, but even more so inphotography.To convey this realistic integrity, you should always strive to give theimpression of real cars shot by real people. Natural shadows, sunlightdirection, focus, reflections, foreground and background elements, andexcessive colour saturation; these are all important elements to consider.Keeping ItREalAvoid unnatural distortionsand visual effects causedby extreme wide lenses.Avoid oversaturated, overlymanipulated and plasticimage results (enhancethe colours and reflections,but keep it real). Don’tplace cars shot in studio onexterior locations withoutproperly matchingthe exterior light conditions,reflections and shadows.photography2011 / Volvo Car Corporation Brand Identity Guidelines 44
  45. 45. 1958 1978 20051927 1940The Volvo Iron Mark has been with us for more than 80 years, andshould be used as our primary logo. It mirrors the kind of brand weare today and want to be in the future.Born from the strength of Swedish steel, it communicates thatstrength in every sense of our brand, in a very iconic design.identityChapter THREE2011 / Volvo Car Corporation Brand Identity Guidelines 45
  46. 46. The CMYK version ispreferred, and should beused whenever possible.For uses of 40mm or abovein print or at a large size onscreen, the LARGE USEversion should be used.The on-screenversion of the logo inthe appropriate sizeshould be used for alldigital applications.The PMS version onlycomes in ‘small use,’ givenwhere it will be used.The LINE ART file can bescaled to any size above itsminimum size.CMYK LARGE USEUse: 4-colour printingSize: 40MM AND ABOVEFilename: VCC_CMYK_L.epsCMYK small USEUse: 4-colour printingSize: below 40MMFilename: VCC_CMYK_L.epsON-SCREEN LARGE USEUse: On-screen usageSize: 40MM AND ABOVEFilename: VCC_SCREEN_L.epsON-SCREEN small USEUse: On-Screen usageSize: BELOW 40MMFilename: VCC_SCREEN_S.epsGReYSCALE LARGE USEUse: For printing in black ONLYSize: 40MM AND ABOVEFilename: VCC_GREY_L.epspms useUse: Use this artwork whenonly two colours are available.Size: BELOW 40MMFilename: VCC_PMS_S.epsGReYSCALE SMALL USEUse: For printing in black ONLYSize: BELOW 40MMFilename: VCC_GREY_S.epsline art useUse: Only use when productiontechniques prohibit the use of tints.Size: AS APPROPRIATEFilename: VCC_LINE.epsThe CYMK, GREYSCALE, PMS and ON-SCREEN Volvo Iron Marks mustnot be reproduced smaller than 12mm across. This is an absolute minimumand where possible, it should be reproduced at a larger size. The LINE ARTVolvo Iron Mark must not be reproduced smaller than 10mm across exceptfor some merchandise applications, as long as accurate production testsprove that the final impression will be suitably professional and premium.Minimum sizefor LINE ARTVolvo Iron Mark10mmMinimum sizefor CMYK,GREYSCALE, PMS ON-SCREENVolvo Iron Marks12mmUSE OFthe VolvoIron Markidentity2011 / Volvo Car Corporation Brand Identity Guidelines 46
  47. 47. The Volvo Iron Mark shouldnever be used on a mediumgrey background, over bluebackgrounds that competewith the Volvo blue, or overphotography with too muchgoing on in the background.The Volvo Iron Markshould be used on lightand clean backgroundsand photography, with nonoise in the background.Since the Volvo Iron Mark is free floating on all backgrounds, it isimportant to choose complementary colours on which to place theVolvo Iron Mark.In the past, the Volvo Iron Mark has been enclosed in a box. Today weare freeing the Volvo Iron Mark and allowing it to float free on top ofphotography and other colours.Volvo was shaped by the landscape around it, so it is only fair that wefree our logo in order to live up to that heritage. But when we do so,we must be hyperconscious of the colours we place the Volvo IronMark on, and make sure the clear space surrounding the Volvo IronMark is still applied.Since the Volvo Iron Mark lives in the upper left-hand quadrant of mostuses, we must ensure that that space has no noise and colours thatallow the mark to pop.USE OFthe VolvoIron Markidentity2011 / Volvo Car Corporation Brand Identity Guidelines 47
  48. 48. It is our aim to ensure that the Volvo brand is communicated in asconsistent and uncluttered way as possible.Manner of useThe Volvo Iron Mark is indivisible. Except for the Volvologotype itself, no single part of it may be used in isolation.The Volvo Iron Mark is not to be rotated or distorted.No graphic or typographic elements of the Volvo Iron Markmay be altered, nor may any such elements be added to theVolvo Iron Mark to create a new device mark.Permitted exceptionIn sponsorship situations, a Business Area descriptor may bepositioned underneath the Volvo Iron Mark when the contextdoes not clearly show who the sponsor is. Example: “VolvoCars” may be positioned underneath the Volvo Iron Mark if nocars are displayed or shown in the context, although thesponsor is Volvo Car Corporation.Artwork for the Volvo IronMark is available for use.To download, please visitour VCC Partners Site,or for more information,contact:Volvo Car CorporationGlobal Marketing DivisionBrand ManagementDepartmentvccbrands@volvocars.comUSE OFthe VolvoIron MarkVOLVO CARcorporationVOLVO CARSBody copy or other supportingelements, address phonenumber or email address.DEALER NAMEidentity2011 / Volvo Car Corporation Brand Identity Guidelines 48
  49. 49. safe zonefor theVolvoIron MarkArtwork for the Volvo IronMark is available for use.To download, please visitour VCC Partners Site,or for more information,contact:Volvo Car CorporationGlobal Marketing DivisionBrand ManagementDepartmentvccbrands@volvocars.comClear space applies to how other design elements are positioned,relative to the Volvo Iron Mark.PREFERRED CLEAR SPACEThis space applies particularly to how other design elements,(secondary logos, descriptive text, taglines, etc.) are positionedin relation to the Volvo Iron Mark. This clear space is especiallyimportant for multi-brand environments.Minimum clear spaceIn some situations, the preferred space will be difficult to apply veryliterally, without making the Volvo Iron Mark too small for the format(on a swing tag, for example). In such cases, the minimum clearspace will be a useful guide.Always attempt to keep as much clear space around the Volvo IronMark as possible.Minimum Clear SpaceFor CYMK, GreySCALE, PMSand ON-SCREEN, the minimumclear zone is equal to a third ofthe width of the Volvo Iron Mark.Minimum Clear SpaceFor LINE ART, the clear zoneis equal to a quarter of thewidth of the Volvo Iron Mark.XXX XXX XPreferred Clear SpaceFor CYMK, GreySCALE, PMSand ON-SCREEN, the preferredclear zone is equal to the widthof the Volvo Iron Mark.Preferred Clear SpaceFor LINE ART, the preferredclear zone is equal to half thewidth of the Volvo Iron Mark.XXXXXXXXXXXXXXXXXX XXXXXXXXidentity2011 / Volvo Car Corporation Brand Identity Guidelines 49
  50. 50. Do not rotate in printDo not position atagline underneathDo not use on backgroundswithout sufficient contrastDo not add decorative bordersor use holding shapes that couldappear to be part of the designDo not use a tint asa watermark ordecorative deviceDo not reproduce the lineart in colour on white, orcreate too much contrastwith the backgroundDo not print the greyscaleversion in any colour otherthan blackDo not use as arepeat patternDo not add any elementsin order to createlogos or sub-brandsAvoid overlycluttered backgroundsDo not fill the insidewith a different colourfrom the outsideDo not distortor skewWhen using the PMSversion, ensure that thespecial colour is correctDo not violate theminimum clear spaceLOGODo not crop or useany part in isolationfor life Dealer NameIncorrectuse ofthe VolvoIron Markidentity2011 / Volvo Car Corporation Brand Identity Guidelines 50
  51. 51. For general advice ontrademark concerns orintellectual property,please contact:Volvo Car CorporationGlobal Marketing DivisionBrand ManagementDepartmentvccbrands@volvocars.comnomenclatureCREATING SUB-BRANDSUnnecessary sub-brands and sub-brand logos can often work toconfuse or fragment our customers’ experience and understandingof Volvo Car Corporation, rather than to clarify it.NO SUB-BRAND LOGOSThe word Volvo is not to be used as part of a sub-brand name, i.e.,‘Volvo Style,’ or ‘Everyday Volvo.’ There are approved exceptions tothis rule, such as ‘Volvo Ocean Race,’ and ‘Volvo Selekt,’ etc.POSITIONING SUB-BRAND INFORMATION ON THE BACK OF LITERATUREBody copy or other supportingelements, address phonenumber or email address.www.volvocars.comVOLVO SELEKTCXXPANTONE Cool Gray 7 CBody copy or other supportingelements, address phonenumber or email address.www.volvocars.comVOLVO SELEKTSXXXBody copy or other supportingelements, address phonenumber or email address.www.volvocars.comDEALER NAMESpecification, features, and equipment shown in this catalogue are based upon the latest information available at the time of publication. Volvo Cars of North America, LLCreserves the right to make changes at any time, without notice, to colour, specification, accessories, material, and models. For additional information, please contact youauthorized Volvo retailer. 2012 Volvo Cars of North America, LLC. Printed in USA on 100% recyclable paper.XXXXXXXXXXXXXXwww.pefc.orgBody copy or other supportingelements, address phonenumber or email address.www.volvocars.comSpecification, features, and equipment shown in this catalogue are based upon the latest information available at the time of publication . Volvo Cars of North America, LLCreserves the right to make changes at any time , without notice, to colour, specification, accessories, material, and models. For additional information, please contact youauthorized Volvo retailer. 2012 Volvo Cars of North America, LLC. Printed in USA on 100% recyclable paper.DEALER NAMEXXXXXXXXXXXXXXwww.pefc.orgThis area on the back of the brochureis reserved for the dealer lockupThis area on the back of the brochureis reserved for the legal copy andenvironmental claimsidentity2011 / Volvo Car Corporation Brand Identity Guidelines 51
  52. 52. These are two independent elements of design, and we’ll examinethem separately. But for a moment, let’s consider them as one unit,as we will once again apply our ‘Cool Outside, Warm Inside’ principle.The formal and functional clarity and manufacturing integrity that sostrongly differentiates Volvo Car Corporation from others, is instantlyevident in the Volvo typeface. It instantly symbolizes resiliency andmaterial efficiency.However, this austere exterior persona must be balanced by the warmtone of the copy and language we use in all our materials. It must bepersonal and human, driving home the attitude that Volvo is all aboutdesigning around people.It must always be simple and rational, with a deep respect for thereader – underlying the humanism and essentialism of the VolvoCar Corporation design.typeface CopyChapter four2011 / Volvo Car Corporation Brand Identity Guidelines 52
  53. 53. ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890/!@#$¥£€%^*()+|}{“:?Volvo has been developing cars that underscore the aesthetic,functional and commercial desirability of the essentialist approachto design.In turn, we’ve applied those very same attributes to our typography.Unlike any other car company (or arguably any other brand), we havean iconic typeface that is intrinsically linked to the Volvo name:the Volvo Broad.VOLVO BROADVolvo Broad font familyis available for use.To download, please visitour VCC Partners Site,or for more information,contact:Volvo Car CorporationGlobal Marketing DivisionBrand ManagementDepartmentvccbrands@volvocars.comtypEFACE COPY2011 / Volvo Car Corporation Brand Identity Guidelines 53
  54. 54. D c sVolvo Broad is our choice for a display typeface because it deliversa strong visual signature that’s unique, recognizable and memorable.Plus, it is crafted and designed in a way that expresses many of thevalues of Scandinavian Design and Volvo Design Qualities (balancebetween form, function, timelessness and simplicity).VOLVO BROADtypographicdetailsVolvo Broad font family isavailable for use.To download, please visitour VCC Partners Site,or for more information,contact:Volvo Car CorporationGlobal Marketing DivisionBrand ManagementDepartmentvccbrands@volvocars.comtypEFACE COPYA2011 / Volvo Car Corporation Brand Identity Guidelines 54
  55. 55. As much as we admire and uphold the Volvo Broad qualities, weunderstand it can have some limitations as a headline typeface– sometimes being perceived as an overly heavy, non-elegantgothic design.But there are ways to make it upscale and luxurious, and here aretwo simple, but efficient ways to do so:increase kerningSpace is one of the basic elements of Scandinavian design, and itcan help us improve Volvo Broad’s look. By allowing more spacebetween the letters, we’re significantly reducing the cramped feelingand the overall weight of the body, while improving legibility.smaller typeOnce again, it all comes down to space. By making the typefacesmaller, you can still keep Volvo Broad a recognizable face, but you’llend up making it more elegant; more befitting a luxury brand.VOLVO The ideal letter spacing for Volvo Broad is 30 points.VOLVObroadThe ideal leading for Volvo Broad is the current point sizeminus 1/6th of it (36 over 30, 72 over 60, etc.)Lorem ipsum dolor sit asti amet,consectetur adipiscing elit Nuncieleifend, massa sit amet placeratvehicula mi lectus euismod velit,quis semper nisl arcu sed risus.Do not use Volvo Broad for long body copy. It wasn’t designed withthat purpose in mind. It should only be used as a Display typeface.Eighty characters is our limit. In case you have a long format headlinethat is bigger than that, start with Volvo Broad and continue with VolvoSans (our choice for Text typeface, in the pages ahead).VOLVO The minimum suggested size for Volvo Broad is 20 points.VOLVOBROADrulesVolvo Broad font family isavailable for use.To download, please visitour VCC Partners Site,or for more information,contact:Volvo Car CorporationGlobal Marketing DivisionBrand ManagementDepartmentvccbrands@volvocars.comtypEFACE COPY2011 / Volvo Car Corporation Brand Identity Guidelines 55
  56. 56. VOLVO SANSVOLVO SANS LIGHT / ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 !@#$£¤¥%^*()_+|}{“:?-VOLVO SANS REGULAR / ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 !@#$£¤¥%^*()_+|}{“:?-VOLVO SANS BOLD / ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 !@#$£¤¥%^*()_+|}{“:?-Next, let’s address body copy, lowercase and smaller text issues.For non-headline typographical needs, we think it’s best to adopt asecondary typeface that complements Volvo Broad, and thus deliverson practicality and functional luxury – like Volvo Sans.Volvo Sans font family isavailable for use.To download, please visitour VCC Partners Site,or for more information,contact:Volvo Car CorporationGlobal Marketing DivisionBrand ManagementDepartmentvccbrands@volvocars.comtypEFACE COPY2011 / Volvo Car Corporation Brand Identity Guidelines 56
  57. 57. HelveticaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890ArialABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890VOLVO BROADABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890FOR PRIMARY HEADINGSVolvo Broad is a strong and bold typeface, and probably one ofthe most recognized typefaces of any brand. When used sparingly,it has impact and individuality. When overused, it can lack thesimplicity and elegance that underpins the Volvo brand, so avoidmore than one or two dominant pieces of Volvo Broad per surface.It should never be used for body copy. For non-Latin languages andnon-Western alphabets, on which the Volvo typefaces may not workproperly, please contact the Brand Management Department.FOR ALL OTHER TYPOGRAPHY NEEDSVolvo Sans is a clean, unfussy and easily readable typeface. Whenused in upper and lower case, it is perfect for body copy and canbe used as all capitals for sub-heads and introduction text.INTERNALLY GENERATED MEDIAFor computer-based documents, such as Microsoft®Word,PowerPoint, Excel, etc., Helvetica or Arial should be used and NOTthe Volvo fonts. This will ensure that documents transferred fromone computer to another will view and print as intended. If there is aspecific need for the Volvo fonts to be used within a document, theyshould be imported as image files (jpeg, wmf, tiff, etc.) Helvetica orArial can also be used on web-based communications where theVolvo fonts are not technically viable.ourTypefacefamilyThe Volvo typefaces areavailable for use.To download, please visitour VCC Partners Site,or for more information,contact:Volvo Car CorporationGlobal Marketing DivisionBrand ManagementDepartmentvccbrands@volvocars.comVolvo Sans BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890Volvo Sans LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890typEFACE COPY2011 / Volvo Car Corporation Brand Identity Guidelines 57
  58. 58. TEXT and CAPTIONSThis text is typeset in Volvo Sans Light, upper and lower case.The leading is approximately 140% of the height of the point sizeused to give a natural appearance that is easy to read.SUB-HEADSThe contrast between Volvo Sans and Volvo Medium makes thelatter perfect for small areas of text, such as headlines that helpthe reader understand the flow of information. Subheadings withintext are typeset in Volvo Sans Caps. These should be set at apoint size that is a little smaller than the text; this detailing helpsensure that the subheadings aren’t too large and clumsy.TYPEfaceUSAGEThe examples on this pageshow how to use our brandtypefaces. Use it as a guideand apply your designexperience and discretionwhen exploring possibilities.MAIN HEADLINESUse Volvo Broad for main headings and advertising headlines only.This is a unique typeface and is one of the most recognizableelements of our identity system. As such, it must always be used ona design, even if it is just on the front cover. As with all distinctiveelements, the more sparingly and reverently it is used, the greaterwill be its impact.VOLVO BROAD headlineMAGNA ALIQUAMLorem ipsum dolor sit amet,consectet uer adipi scing elit,sed diam nonummy nibh euismodtin cidunt ut laoreet dolore magna aliquam erat volutpat. Utwisim ad minim veniam, quisnostr uder exerci tation ullamcorper suscipit lobor tis nisl.typEFACE COPY2011 / Volvo Car Corporation Brand Identity Guidelines 58
  59. 59. Chapter fivebrand layoutOn the following pages, we’ll examine the Volvo Car Corporationlockup, a unique graphic way to seamlessly integrate the Volvo Brandand the information communicated by the supporting elements(headlines, subheads, copy, etc).Using the Volvo Iron Mark logo as its centerpiece, the lockup is apowerful, yet subtle visual expression of the Designed Around Youbrand essence, furthering the perception that, when inside a Volvo,you feel like everything is created around you. This chapter featuresboth Corporate Materials and Communication Materials.2011 / Volvo Car Corporation Brand Identity Guidelines 59
  60. 60. brand layoutLOCKUPEXPLAINEDthe logo blockThe logo sits at the top of the lockup. Its placement supportsthe idea of Designed Around You by being central to all writteninformation.the info blockWhen needed, this is the area to place information thatsupports the headline block for a better understanding of thecontext, place and class. Examples being: a section of a book,a subhead, a date, a series, etc.the headline blockThe headline is written in Volvo Broad and sits under the logoblock. This gives a feeling of connection between the logoand the headline. The headline block should contain importantinformation for the page it is on.the support blockThe support block contains information that is not as importantas the headline/subheadline, but supports the idea they aretrying to get across. This area can be used for body copy,supporting imagery or detailed information about a particularcar or event, as long as it is relevant to the headline.The tagline or web address should always be present at thebottom of the support block.Support BlockCharacter Height = 75% of YInfo Block:Character Height = 75% of YLogo BlockY = 1/3rd of XX = 1/3rd of the Logo HeightIDENTITY 3.1Body copy or othersupporting elements,including featured imagesthat relate to the headline.Each additional supportingelement should becontained in its own block,separated by the dotteddividers.web address or taglinemasterLOCKUPEXPLAINEDMinimum length of the dotted lineshould match the outer edge of thedesignated Iron Mark clear space.Solid and dotted lines should be equal in length. Their minimum lengthshould match the outer edge of the designated Iron Mark clear space.Minimum length of the dotted lineshould match the outer edge of thedesignated Iron Mark clear space.The support copy should not pass thelength of the dotted line.The headline should not passthe length of the dotted line.Ideal leading for Volvo Broad headers isthe current point size, minus 1/6th of it.Match the outer edge of thedesignated Iron Mark clear space.Headline:Character Height = 85% of XThe Volvo lockup is animportant part of theDesigned Around Youbrand essence. It createsa seamless integrationbetween the Volvo Brandand the informationcommunicated by thesupporting elements.We have it in two ways:the Master lockup and theCover lockup (to be used ondocument front covers andchapter dividers).For CommunicationMaterials, lockup elementrules differ. For details,please see Brand Layout/Communication Materialspages.2011 / Volvo Car Corporation Brand Identity Guidelines 60
  61. 61. brand layoutCOVER LOCKUPThe Cover lockup’s purposeis to be used on documentcovers and chapter dividers.It has a similar structureto the Master lockup. Theonly difference being thatin this case, the headlineor document name ispositioned outside the mainvertical structure, towardsthe center of the page.Support Block:Character Height = 75% of YThe distance between theTitle/Headline and thelockup should not passthe length of 4X.Logo BlockY = 1/3rd of XZ = 150% of XZ = 150% of XX = 1/3rd of the Logo HeightBody copy or othersupporting elements,including featured imagesthat relate to the headline.Each additional supportingelement should becontained in its own block,separated by the dotteddividers.web address or taglineMinimum length of the dotted lineshould match the outer edge of thedesignated Iron Mark clear space.Solid and dotted lines should be equal in length. Their minimum lengthshould match the outer edge of the designated Iron Mark clear space.Minimum length of the dotted lineshould match the outer edge of thedesignated Iron Mark clear space.The support copy should not passthe length of the dotted line.Chapter/Date Section:Character Height = 85% of XCOVERLOCKUPEXPLAINEDTitle/Headline goes here.2011 / Volvo Car Corporation Brand Identity Guidelines 61
  62. 62. brand layout/corporatematerialsEmailSignaturePARKER MCSMITHCorporate CommunicationVolvo Car CorporationPublic AffairsCorporate CommunicationsDep 50230, PVH 50SE-405 31 GöteborgSwedenTelephone +12-345-67 89 10Mobile +12-345-67 89 10pmcsmith@volvocars.comwww.volvocars.comRegistered Göteborg,SwedenRegistration No. 556074-30892011 / Volvo Car Corporation Brand Identity Guidelines 62
  63. 63. brand layout/corporatematerialsEmailSignaturelockupPARKER MCSMITHCorporate CommunicationVolvo Car CorporationPublic AffairsCorporate CommunicationsDep 50230, PVH 50SE-405 31 GöteborgSwedenTelephone +12-345-67 89 10Mobile +12-345-67 89 10pmcsmith@volvocars.comwww.volvocars.comRegistered Göteborg,SwedenRegistration No. 556074-3089LogoNameTitleAddress and URL2011 / Volvo Car Corporation Brand Identity Guidelines 63
  64. 64. brand layout/corporatematerialsinternalpowerpointtemplate2011 / Volvo Car Corporation Brand Identity Guidelines 64
  65. 65. brand layout/corporatematerialsinternalpowerpointtemplate2011 / Volvo Car Corporation Brand Identity Guidelines 65
  66. 66. brand layout/corporatematerialsinternalpowerpointtemplate2011 / Volvo Car Corporation Brand Identity Guidelines 66
  67. 67. brand layout/corporatematerialsDivider dotted linesConfidentiality statementTop line should always be solidinternalpowerpointtemplatelockup2011 / Volvo Car Corporation Brand Identity Guidelines 67
  68. 68. brand layout/corporatematerialsPARKER MCSMITHCorporate CommunicationDear Mr. John Doe,Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatiset quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magnidolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia nonnumquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem.Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iurereprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatu. Sed ut perspiciatis undeomnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beataevitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui rationevoluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi temporaincidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisiut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui doloremeum fugiat quo voluptas nulla pariatu.Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatiset quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magnidolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia nonnumquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullamcorporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiaeconsequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatu.ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquidex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eumfugiat quo voluptas nulla pariatu.Date: 4.26.11Subject: Letterhead DesignTo: Mr. John DoeThank you,Parker McSmithVolvo Car CorporationPublic AffairsCorporate CommunicationsDep 50230, PVH 50SE-405 31 GöteborgSwedenTelephone +12-34-567 89 10Mobile +12-34-567 89 10pmcsmith@volvocars.comwww.volvocars.comRegistered Göteborg,SwedenRegistration No. 556074-3089LETTERHEAD2011 / Volvo Car Corporation Brand Identity Guidelines 68
  69. 69. brand layout/corporatematerialsPARKER MCSMITHCorporate CommunicationDear Mr. John Doe,Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatiset quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magnidolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia nonnumquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem.Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iurereprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatu. Sed ut perspiciatis undeomnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beataevitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui rationevoluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi temporaincidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisiut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui doloremeum fugiat quo voluptas nulla pariatu.Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatiset quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magnidolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia nonnumquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullamcorporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiaeconsequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatu.ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquidex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eumfugiat quo voluptas nulla pariatu.Date: 4.26.11Subject: Letterhead DesignTo: Mr. John DoeThank you,Parker McSmithVolvo Car CorporationPublic AffairsCorporate CommunicationsDep 50230, PVH 50SE-405 31 GöteborgSwedenTelephone +12-34-567 89 10Mobile +12-34-567 89 10pmcsmith@volvocars.comwww.volvocars.comRegistered Göteborg,SwedenRegistration No. 556074-3089Date/Subject/ToBody CopySignatureAddress and URLTitleNameLogoLETTERHEADLOCKUP2011 / Volvo Car Corporation Brand Identity Guidelines 69
  70. 70. brand layout/corporatematerialsBUSINESSCArdCorporate CommunicationVolvo Car CorporationPublic AffairsCorporate CommunicationsDep 50230, PVH 50SE-405 31 GöteborgSwedenTelephone +12-34-567 89 10Mobile +12-34-567 89 10pmcsmith@volvocars.comwww.volvocars.comPARKER MCSMITH2011 / Volvo Car Corporation Brand Identity Guidelines 70
  71. 71. brand layout/corporatematerialsLocalLanguagesBUSINESSCARDCorporate CommunicationVolvo Car CorporationPublic AffairsCorporate CommunicationsDep 50230, PVH 50SE-405 31 GöteborgSwedenTelephone +12-34-567 89 10Mobile +12-34-567 89 10pmcsmith@volvocars.comwww.volvocars.comPARKER MCSMITHVolvo Car Corporation公共事务企业传讯Dep 50230, PVH 50SE-405 31 GöteborgSwedenTelephone +12-34-567 89 10Mobile +12-34-567 89 10pmcsmith@volvocars.comwww.volvocars.comPARKER MCSMITH公司通讯2011 / Volvo Car Corporation Brand Identity Guidelines 71
  72. 72. brand layout/corporatematerialsBUSINESSCARDLOCKUPCorporate CommunicationVolvo Car CorporationPublic AffairsCorporate CommunicationsDep 50230, PVH 50SE-405 31 GöteborgSwedenTelephone +12-34-567 89 10Mobile +12-34-567 89 10pmcsmith@volvocars.comwww.volvocars.comPARKER MCSMITHTitleNameLogoAddress and URLLogo placed inthe center of the card2011 / Volvo Car Corporation Brand Identity Guidelines 72
  73. 73. brand layout/corporatematerialsCorporate CommunicationVolvo Car CorporationPublic AffairsCorporate CommunicationsDep 50230, PVH 50SE-405 31 GöteborgSwedenTelephone +12-34-567 89 10Mobile +12-34-567 89 10pmcsmith@volvocars.comwww.volvocars.comPARKER MCSMITHVolvo Car Corporation公共事务企业传讯Dep 50230, PVH 50SE-405 31 GöteborgSwedenTelephone +12-34-567 89 10Mobile +12-34-567 89 10pmcsmith@volvocars.comwww.volvocars.comPARKER MCSMITH公司通讯TitleNameLogoAddress and URLLocalLanguagesBUSINESSCARDlockupTitleNameLogoAddress and URL2011 / Volvo Car Corporation Brand Identity Guidelines 73
  74. 74. brand layout/corporatematerialsEnvelopeCorporate CommunicationVolvo Car CorporationPublic AffairsCorporate CommunicationsDep 50230, PVH 50SE-405 31 GöteborgSweden2011 / Volvo Car Corporation Brand Identity Guidelines 74
  75. 75. brand layout/corporatematerialsCorporate CommunicationVolvo Car CorporationPublic AffairsCorporate CommunicationsDep 50230, PVH 50SE-405 31 GöteborgSwedenLogoNameAddressEnvelopelockup2011 / Volvo Car Corporation Brand Identity Guidelines 75
  76. 76. brand layout/corporatematerialsEnvelopebackVolvo Car Corporation ABSE-405 31 Göteborg, SwedenVolvo Car Corporation ABSE-405 31 Göteborg, Sweden2011 / Volvo Car Corporation Brand Identity Guidelines 76
  77. 77. brand layout/corporatematerialsEnvelopebacklockup Volvo Car CorporationAddressFor envelope with colouredback, please use Volvo BluePantone 540 CVolvo Car Corporation ABSE-405 31 Göteborg, Sweden2011 / Volvo Car Corporation Brand Identity Guidelines 77
  78. 78. brand layout/corporatematerialsPARKER MCSMITHCorporate CommunicationVolvo Car CorporationPublic AffairsCorporate CommunicationsDep 50230, PVH 50SE-405 31 GöteborgSwedenTelephone +12-34-567 89 10Mobile +12-34-567 89 10pmcsmith@volvocars.comwww.volvocars.comRegistered Göteborg,SwedenRegistration No. 556074-3089FAX2011 / Volvo Car Corporation Brand Identity Guidelines 78
  79. 79. brand layout/corporatematerialsPARKER MCSMITHCorporate CommunicationVolvo Car CorporationPublic AffairsCorporate CommunicationsDep 50230, PVH 50SE-405 31 GöteborgSwedenTelephone +12-34-567 89 10Mobile +12-34-567 89 10pmcsmith@volvocars.comwww.volvocars.comRegistered Göteborg,SwedenRegistration No. 556074-3089FAXLOCKUPAddress and URLTitleNameLogo2011 / Volvo Car Corporation Brand Identity Guidelines 79
  80. 80. brand layout/corporatematerialsMEMO2011 / Volvo Car Corporation Brand Identity Guidelines 80
  81. 81. brand layout/corporatematerialsGraphic ElementLogoMEMOlockup2011 / Volvo Car Corporation Brand Identity Guidelines 81
  82. 82. brand layout/corporatematerialsnamebadgePARKER MCSMITHTitle/Company2011 / Volvo Car Corporation Brand Identity Guidelines 82
  83. 83. brand layout/corporatematerialsnamebadgelockupPARKER MCSMITHTitle/CompanyNameLogoTitle/Company2011 / Volvo Car Corporation Brand Identity Guidelines 83
  84. 84. brand layout/corporatematerialsInternalbriefingInsert Image Here2011 / Volvo Car Corporation Brand Identity Guidelines 84
  85. 85. brand layout/corporatematerialsThe height of the bar shouldspan from the solid black lineto the dotted line.Bar and colour elementsshould be coloured with thecar’s colour code, or if it isfor all models, it should useVolvo’s blue.Width of the bar should beequal to height of the blueVolvo band on the Iron Mark.Important informationHeadline placed on top lineImportant informationInternalbriefingLockup2011 / Volvo Car Corporation Brand Identity Guidelines 85
  86. 86. brand layout/corporatematerialstrainingMaterialsPRODUCT PLATFORMTHE ALL-NEWVOLVO YXXXPRODUCT PLATFORMTHE ALL-NEWVOLVO YXXY2011 / Volvo Car Corporation Brand Identity Guidelines 86
  87. 87. brand layout/corporatematerialstrainingMaterialslockupPRODUCT PLATFORMTHE ALL-NEWVOLVO YXXYwww.volvocars.comLorem accus untiantis aut accusciis eturita tendae enduntis nones exceria consed ulparch illatem nectem rem sitam doluptinctem veligenti cus eate tem rem sitam doluptincTitleSecondary TitleBleed ImagePANTONE 7527 C BackgroundWebsite URL, with solid strokeabove and dotted stroke belowIron MarkIron MarkFRONT BACK2011 / Volvo Car Corporation Brand Identity Guidelines 87
  88. 88. Hej.You’re about to delve into the Brand Communications Module ofthe Volvo Car Corporation Brand Identity Guidelines.This module is a collection of graphic design rules born out ofVolvo’s rich heritage and philosophy that defines the way Volvo CarCorporation talks with the world. A thorough knowledge of theseguidelines and their implementation across all communicationmaterials is vital in order to support, sustain and solidify thedevelopment of the Volvo Car Corporation identity and business.The brand voice is, and always should be, infused in everything we do.Our Scandinavian origins, our harmonious relationship with nature,our reverence for purity and simplicity, our search for materialefficiency, our passion to design around people, our obsession withstrength and resiliency, our desire to create luxury cars with pervasivepracticality... all these things, and more... make us uniquely Volvo.So with an open mind, read this module slowly and carefully. Theoverall aim is to provide a unified visual language, while creatingawareness of this new and unique Volvo Car Corporation brand  –so that we continue to strengthen the Volvo Car Corporation brandidentity within an increasingly competitive marketplace, solidifyingthe perception of a luxury car company that understands people.Tack.brand communication layoutsbrand layout/communicationmaterialsbrandcommunicationslayouts2011 / Volvo Car Corporation Brand Identity Guidelines 88
  89. 89. Apart from typography and graphics, a huge component of a brand’spersonality is the copy and tone of voice.When multiple people/agencies/partners are writing the copy for differentmaterials, the brand can start to sound like it has multiple personalities,and that can dilute brand image. Hence, consistencyis key. Defining and sticking to a tone of voice is essential.To preserve the purity of our brand voice, here are a few simple (butcritical) guidelines to help us along the way:We shouldn’t complicate things for the sake of it and our copy shouldmimic that. Write short sentences. Be accessible. Stick to the point andstate the facts with clarity. No jargon.We have a soul. There’s a warm glow about us that no one else has. Ourcopy should reflect that same feeling. State positive end-benefits, ratherthan a list of engineering features.There’s an optimistic straightforwardness about us. So be honest, sincereand friendly. But we’re not boring and stoic – we have a fun side, so it’sokay to be clever and witty without getting carried away.The copy should compliment the role of the communication in varyingmedia channels, based on moving people through the various stages oftheir purchase decision.Here we present the brand as progressive and luxurious, however wemust never state that we are luxurious, let the imagery do that job for you.Flirtation – Typically brand communications that are intriguing and moreemotive. Brand Communications are recommended for this channel.Seduction – Telling people more about ourselves, our best bits, withoutlaboring the detail. This could be communicating offers as well as productUSPs. And if there is a market need to communicating a price position onbrand layouts, it should be done as discretely as possible, in the legal copyat the bottom of the page and you can increase the font size to make iteasily legible. Brand, Tactical National Offer and CRM communications arerecommended for this channel.Love – Being open and honest, the culmination of all that we are. Inviting,approachable but still closing the deal. These are very localized momentswith the brand. Tactical Dealer Offer and CRM communications arerecommended for this channel.Celebration - Applauding and warm as you welcome people to the VolvoBrand. This is a very emotional moment for the purchaser and they shouldfeel part of something special. CRM communications are recommendedfor this channel.In more detail, all copy should state, in bold, the product feature beinghighlighted or the nameplate being talked about. And the last sentenceshould end with, again in bold, designed around you. This is not atagline, but a way to summarize the tangible benefits outlined in the copyand should be translated into the local language.When all these qualities are combined, our copy will have a unique voicewith a personal sense of empathy, exuding a feeling that everything we doat Volvo Car Corporation comes from a higher place that demonstrates abetter understanding of people than our competition.THE WAYWE talkbrand layout/communicationmaterials2011 / Volvo Car Corporation Brand Identity Guidelines 89
  90. 90. brand layout/communicationmaterialsA consistent end to all film assets will contain the following elementsin succession. The copy  treatment, as illustrated on the Englishexample available on VCCP,  will lead into the super of the logotreatment, which will consist of the New visual of the spinning lronMark on a BLACK background and the appropriate country URL canbe placed tastefully at the bottom center of the same space the IronMark occupies. Application of the URL is at the Market’s discretion.Please adhere to the suggested copy in your localisation process. Itis specifically created to position Volvo as a progressive luxury brand,whilst portraying the nameplate and/or feature in a premium way.A lot of time and effort has been spent filming and presenting ourcars in the most desirable manner, let’s keep the footage as clean aspossible and avoid placing supers or prompts over it.Similar to the brand print, if there is a market governmental requirementof Legal copy being placed onto the footage, this can also be used todisplay an activation message for price positioning only.Radio GuidelinesTo be part of the music strategy which will be updated in the firstquarter of 2012.VOICE OVERTo be part of the music strategy which will be updated in the firstquarter of 2012.NOTE: The principles in these guidelines – particularly for VolvoIron Mark, brand and heading specifications, supersede the previous“Volvo Advertising Guidelines” and “There’s More to Life than a VolvoCampaign Guidelines.”SOUNDRADIO ANDFILM2011 / Volvo Car Corporation Brand Identity Guidelines 90
  91. 91. brand layout/communicationmaterialsDOUBLEpageSPREAD Pulling Poweryour volvo xc70D3 TURBODIESEL ENGINE - Shouldn’t driving thefamily be a powerful thing? The 2-litre D3 is designedwithout compromise- 163 hp with a piezo-electric fuelinjection system creating exceptionally quick and preciseinjection sequences, which delivers particularly effectivecombustion. To give the car an even better drive, it’sfitted with a variable geometry turbocharger. It offers theperformance of a sedan and the towing power of manyan SUV. The Volvo XC70 is designed around you.volvocars.comEndandit quatesti ommolor rem utet quam eos dolut quamendit vel vid eos minus, ulliqui cum repres doluptur. Consequam in nus dit lique veniscum elit omniminis dendistor alitatur am, corita culla exero voluptas volupta tionseq uostiam invento ipiene niam ipita ditatib usandae sed magniet.Endandit quatesti ommolor rem utet quam eos dolut quamendit vel vid eos minus, ulliqui cum repres doluptur. Consequam in nus dit lique veniscum elit omniminis dendistor alitatur am, corita culla exero voluptas volupta tionseq uostiam invento ipiene niam ipita ditatib usandae sed magniet.2011 / Volvo Car Corporation Brand Identity Guidelines 91
  92. 92. brand layout/communicationmaterialsPulling Poweryour volvo xc70D3 TURBODIESEL ENGINE - Shouldn’t driving thefamily be a powerful thing? The 2-litre D3 is designedwithout compromise- 163 hp with a piezo-electric fuelinjection system creating exceptionally quick and preciseinjection sequences, which delivers particularly effectivecombustion. To give the car an even better drive, it’sfitted with a variable geometry turbocharger. It offers theperformance of a sedan and the towing power of manyan SUV. The Volvo XC70 is designed around you.volvocars.comEndandit quatesti ommolor rem utet quam eos dolut quamendit vel vid eos minus, ulliqui cum repres doluptur. Consequam in nus dit lique veniscum elit omniminis dendistor alitatur am, corita culla exero voluptas volupta tionseq uostiam invento ipiene niam ipita ditatib usandae sed magniet.Endandit quatesti ommolor rem utet quam eos dolut quamendit vel vid eos minus, ulliqui cum repres doluptur. Consequam in nus dit lique veniscum elit omniminis dendistor alitatur am, corita culla exero voluptas volupta tionseq uostiam invento ipiene niam ipita ditatib usandae sed magniet.3/4 X1/2 X1/3 X1/4 X3/4 XXX3/4 X 3/4 X3/4 X 1/8 X1/8 X3/4 XXDOUBLEpageSPREADlockupIron MarkIron Mark is always placed in top-right cornerDistance from top and right is 3/4 of X.X = Height of Iron mark (21.5 mm)URL*The URL is always set without ‘www’ in VolvoBroad, 12pt, kerning 50, range right.Body copy*Distance from Iron Mark is 1/3 of XBody copy is set justified flush left 8pt on 10ptleading in Volvo Sans. Minimal word count 70,maximum word count 100 always closing theparagraph with “designed around you” set inVolvo Sans Bold.Sub-heading*Distance from the top of the sub-heading tothe body copy is 1/4 of X. The sub-heading‘Your Volvo _’ is set in Volvo Broad, 20pt, kerning50, range right. Maximum word count 6.Legal Text and Homologation Classification3/4 X left and right of gutter. Legal requirements, terms and conditions and/oremission statements are in Volvo Sans justified and set as small as legally possible.Should be done for price positioning ONLY, not for tactical offers, and can be in alarger more eligible font size.Car positioningA Volvo car is the main focus of all print collateral.The car should be prominent – but not scaled toobig. Remember, the rich and luxurious environmentof each image also plays an important role. Whenpositioning the car in a DPS take in to accountthe gutter (please see crop recommendations-tbp).And always use image in full bleed.Headline*The headline is set in Volvo Broad, 35pt, kerning 50,range right. Headline can be two lines based on markettranslations. Distance from the bottom of the headingto the body copy is a full X.Sub-brand, Award or Partner Logos3/4 height 1 full X wide logo area for sub-brands and/or award logos.This logo size should never be bigger than the Iron Mark. If there is aneed to display multiple logo’s, please place the VCC nameplate Sub-Brand in the sub-heading, for example “Your Volvo XC70 R-Design”.Grid basedon a3 layoutFull coloruse only*Text should only be used in blackand/or white based on visibility in layout.PropBrand images must be usedwith the prop for advertisingcommunications as it is crucialto the concept.2011 / Volvo Car Corporation Brand Identity Guidelines 92
  93. 93. brand layout/communicationmaterialsStops on Sightyour volvo s80volvocars.comEndandit quatesti ommolor rem utet quam eos dolut quamendit vel vid eos minus, ulliqui cum repres doluptur. Consequam in nus dit lique veniscum elit omniminis dendistor alitatur am, corita culla exero voluptas volupta tionseq uostiam invento ipiene niam ipita ditatib usandae sed magniet.CITY SAFETY AS STANDARD – What happens if yourmind’s on the next meeting, rather than the road ahead? AtVolvo, we believe in intuitive technology and design safetysystems that think for you. At speeds of up to 30km/h, lasersensors sense the car in front then, when needed, cut thepower and stop the car. All of this happens in the blink of alaser’s eye. With our design thinking, you have an extra eyeon the road. The Volvo S80 is designed around you.Step 1: Scale proportional till the right width and justify the height.Step 2: Adjust the bodycopy fontsize and legal line*Step 3: Adjust the distance between the Iron mark, bodycopy and heading conform X = Height of Iron mark. See page 99.*To adjust the bodycopy and legal line please look carefully atthe fontsize and line spacing.To handle the right fontsize and line spacing there is aminimum and maximum use:The minimum fontsize is 8 point with 10 point line spacing.The maximum fontsize is 11 point with 13 point line spacing.In the layouts shown in this documents the fontsize andline spacing of both bodycopy and legal lines are the same.Please apply local requirements for the fontsize of the legallines in print advertising.Adjust size advertisingStops on Sightyour volvo s80volvocars.comEndandit quatesti ommolor rem utet quam eos dolut quamendit vel vid eos minus, ulliqui cum repres doluptur. Consequam in nus dit lique veniscum elit omniminis dendistor alitatur am, corita culla exero voluptas volupta tionseq uostiam invento ipiene niam ipita ditatib usandae sed magniet.CITY SAFETY AS STANDARD – What happens if yourmind’s on the next meeting, rather than the road ahead? AtVolvo, we believe in intuitive technology and design safetysystems that think for you. At speeds of up to 30km/h, lasersensors sense the car in front then, when needed, cut thepower and stop the car. All of this happens in the blink of alaser’s eye. With our design thinking, you have an extra eyeon the road. The Volvo S80 is designed around you.2011 / Volvo Car Corporation Brand Identity Guidelines 93
  94. 94. brand layout/communicationmaterialsSINGLEpageradar brakingyour volvo s60volvocars.comEndandit quatesti ommolor rem utet quam eos dolut quamendit vel vid eos minus, ulliqui cum repres doluptur. Consequam in nus dit lique veniscum elit omniminis dendistor alitatur am, corita culla exero voluptas volupta tionseq uostiam invento ipiene niam ipita ditatib usandae sed magniet.CITY SAFETY AS STANDARD – What if spilling your lattémeans taking your eyes off the road? That’s when theVolvo S60’s radar technology, which continually monitorsthe distance between you and the vehicle in front, comesin handy. At speeds of up to 30km/h, the laser-enabledCity Safety system cuts the throttle automatically andbrakes for you. Sometimes we have to improve on nature.The Volvo S60 is designed around you.2011 / Volvo Car Corporation Brand Identity Guidelines 94
  95. 95. brand layout/communicationmaterialsradar brakingyour volvo s60volvocars.comEndandit quatesti ommolor rem utet quam eos dolut quamendit vel vid eos minus, ulliqui cum repres doluptur. Consequam in nus dit lique veniscum elit omniminis dendistor alitatur am, corita culla exero voluptas volupta tionseq uostiam invento ipiene niam ipita ditatib usandae sed magniet.CITY SAFETY AS STANDARD – What if spilling your lattémeans taking your eyes off the road? That’s when theVolvo S60’s radar technology, which continually monitorsthe distance between you and the vehicle in front, comesin handy. At speeds of up to 30km/h, the laser-enabledCity Safety system cuts the throttle automatically andbrakes for you. Sometimes we have to improve on nature.The Volvo S60 is designed around you.SINGLEpagelockupX = Height of Iron mark (21.5 mm)3/4 XXIron MarkIron Mark is always placed in top-right cornerDistance from top and right is 3/4 of X.URL*The URL is always set without ‘www’ in VolvoBroad, 12pt, kerning 50, range right.Body copy*Distance from Iron Mark is 1/3 of XBody copy is set justified flush left 8pt on 10ptleading in Volvo Sans. Minimal word count 70,maximum word count 100 always closing theparagraph with “designed around you” set inVolvo Sans Bold.Sub-heading*Distance from the top of the sub-heading tothe body copy is 1/4 of X. The sub-heading‘Your Volvo _’ is set in Volvo Broad, 20pt, kerning50, range right. Maximum word count 6.Headline*The headline is set in Volvo Broad, 35pt, kerning 50,range right. Headline can be two lines based on markettranslations. Distance from the bottom of the headingto the body copy is a full X.*Text should only be used in blackand/or white based on visibility in layout.Legal Text and Homologation Classification3/4 X left and right of gutter. Legal requirements, terms andconditions and/or emission statements are in Volvo Sansjustified and set as small as legally possible. Should be donefor price positioning ONLY, not for tactical offers, and can bein a larger more eligible font size.Sub-brand, Award or Partner Logos3/4 height 1 full X wide logo area for sub-brands and/or award logos.This logo size should never be bigger than the Iron Mark. If there isa need to display multiple logo’s, please place the VCC nameplateSub-Brand in the sub-heading, for example “Your Volvo XC70 R-Design”.PropBrand images must be usedwith the prop for advertisingcommunications as it is crucialto the concept.Car positioningA Volvo car is the main focus of all print collateral.The car should be prominent – but not scaled toobig. Remember, the rich and luxurious environmentof each image also plays an important role.3/4 X1/2 X1/8 X1/4 X3/4 XXX1/3 X2011 / Volvo Car Corporation Brand Identity Guidelines 95
  96. 96. brand layout/communicationmaterialsOOH96 SHEETstops on sightyour volvo s80volvocars.comEndandit quatesti ommolor rem utet quam eos dolut quamendit vel vid eos minus, ulliqui cum repres doluptur. Consequam in nus dit lique veniscum elit omniminis dendistor alitatur am, corita culla exero voluptas volupta tionseq uostiam invento ipiene niam ipita ditatib usandae sed magniet.2011 / Volvo Car Corporation Brand Identity Guidelines 96
  97. 97. brand layout/communicationmaterialsstops on sightyour volvo s80volvocars.comEndandit quatesti ommolor rem utet quam eos dolut quamendit vel vid eos minus, ulliqui cum repres doluptur. Consequam in nus dit lique veniscum elit omniminis dendistor alitatur am, corita culla exero voluptas volupta tionseq uostiam invento ipiene niam ipita ditatib usandae sed magniet.OOH96 SHEETlockupIron MarkIron Mark is always placed in top-right cornerDistance from top is set on 1/2 of X and rightis 3/4 of X.Sub-heading*Distance from the top of the sub-heading tothe body copy is 1/4 of X. The sub-heading‘Your Volvo _’ is set in Volvo Broad, 1/3 of X,kerning 50, range right. Maximum word count 6.Headline*The headline is set in Volvo Broad, max 1 full X, kerning 50,range right. Headline should always be on one line in the 96sheet only.Legal Text and Homologation ClassificationLegal requirements, terms and conditions and/or emissionstatements are in Volvo Sans justified and set as small as legallypossible. Should be done for price positioning ONLY, not fortactical offers, and can be in a larger more eligible font size.Sub-brand, Awardor Partner Logos3/4 height 1 full X widelogo area for sub-brandsand/or award logos. Thislogo size should neverbe bigger than the IronMark. If there is a needto display multiple logo’s,please place the VCCnameplate Sub-Brandin the sub-heading, forexample “Your VolvoXC70 R-Design”.URL*The URL is always set without ‘www’ in VolvoBroad, 1/5 of X, kerning 50, range right.*Text should only be used in blackand/or white based on visibility in layout.Car positioningA Volvo car is the main focus of all print collateral.The car should be prominent – but not scaled toobig. Remember, the rich and luxurious environmentof each image also plays an important role.2011 / Volvo Car Corporation Brand Identity Guidelines 97
  98. 98. brand layout/communicationmaterialsOOH48 SHEETstops onsightyour volvo s80volvocars.comEndandit quatesti ommolor rem utet quam eos dolut quamendit vel vid eos minus, ulliqui cum repres doluptur. Consequam in nus dit lique veniscum elit omniminis dendistor alitatur am, corita culla exero voluptas volupta tionseq uostiam invento ipiene niam ipita ditatib usandae sed magniet.2011 / Volvo Car Corporation Brand Identity Guidelines 98
  99. 99. brand layout/communicationmaterialsstops onsightyour volvo s80volvocars.comEndandit quatesti ommolor rem utet quam eos dolut quamendit vel vid eos minus, ulliqui cum repres doluptur. Consequam in nus dit lique veniscum elit omniminis dendistor alitatur am, corita culla exero voluptas volupta tionseq uostiam invento ipiene niam ipita ditatib usandae sed magniet.OOH48 SHEETlockupIron MarkIron Mark is always placed in top-right cornerDistance from top is set on 1/2 of X and rightis 3/4 of X.Sub-heading*Distance from the top of the sub-heading tothe body copy is 1/4 of X. The sub-heading‘Your Volvo _’ is set in Volvo Broad, 1/3 of X, kerning50, range right. Maximum word count 6.Headline*The headline is set in Volvo Broad, 1 full X, kerning 50,range right. Headline can be two lines based on markettranslations.Legal Text and Homologation ClassificationLegal requirements, terms and conditions and/or emissionstatements are in Volvo Sans justified and set as small as legallypossible. Should be done for price positioning ONLY, not fortactical offers, and can be in a larger more eligible font size.Sub-brand, Award orPartner Logos3/4 height 1 full X wide logoarea for sub-brands and/or awardlogos. This logo size should neverbe bigger than the Iron Mark.If there is a need to displaymultiple logo’s, please place theVCC nameplate Sub-Brand in thesub-heading, for example“Your Volvo XC70 R-Design”.URL*The URL is always set without ‘www’ in VolvoBroad, 1/5 of X, kerning 50, range right.*Text should only be used in blackand/or white based on visibility in layout.Car positioningA Volvo car is the main focus of all print collateral. The car shouldbe prominent – but not scaled too big. Remember, the rich andluxurious environment of each image also plays an important role.2011 / Volvo Car Corporation Brand Identity Guidelines 99
  100. 100. brand layout/communicationmaterialsOOH6 SHEET stops on sightvolvocars.comyour volvo s80Ut parciasped ut acepti re, ium is doluptatquos et expersp ienit, nonseditam aut intis delentio. Se verrum aut ipsum, none ipid eos culpa doluptate natus doluptam, sitatibus aspiet pro ea quas que cus, quo berspel lorenihicto moluptas aturibus ea volor acculliqui nem essitat urerspe rnatum quiantist, soluptis aliquid quia nostruntConestium ea porescieni simenisimet aut explia vel im volorpos et, adit latem veliquidunt eumquatiis volorec torerspe.2011 / Volvo Car Corporation Brand Identity Guidelines 100
  101. 101. brand layout/communicationmaterialsstops on sightvolvocars.comyour volvo s80Ut parciasped ut acepti re, ium is doluptatquos et expersp ienit, nonseditam aut intis delentio. Se verrum aut ipsum, none ipid eos culpa doluptate natus doluptam, sitatibus aspiet pro ea quas que cus, quo berspel lorenihicto moluptas aturibus ea volor acculliqui nem essitat urerspe rnatum quiantist, soluptis aliquid quia nostruntConestium ea porescieni simenisimet aut explia vel im volorpos et, adit latem veliquidunt eumquatiis volorec torerspe.3/4 X1/2 X1/3 X1/3 XXX1/3 XX1/5 X1/6 X1/4 X3/4 X3/4 XOOH6 SHEETlockupIron MarkIron Mark is always placed in top-right cornerDistance from top is set on 1/2 of X and rightis 3/4 of X.Sub-heading*Distance from the top of the sub-heading tothe heading is 1/4 of X. The sub-heading‘Your Volvo _’ is set in Volvo Broad, 1/3 of X, kerning50, range right. Maximum word count 6.Headline*The headline is set in Volvo Broad, 1 full X, kerning 50,range right. Headline can be two lines based on markettranslations.Legal Text and Homologation ClassificationLegal requirements, terms and conditions and/or emissionstatements are in Volvo Sans justified and set as small as legallypossible. Should be done for price positioning ONLY, not fortactical offers, and can be in a larger more eligible font size.Sub-brand, Awardor Partner Logos3/4 height 1 full X wide logo area forsub-brands and/or award logos. This logosize should never be bigger than the IronMark. If there is a need to display multiplelogo’s, please place the VCC nameplateSub-Brand in the sub-heading, forexample “Your Volvo XC70 R-Design”.URL*The URL is always set without ‘www’ in VolvoBroad, 1/5 of X, kerning 50, range right.*Text should only be used in blackand/or white based on visibility in layout.Car positioningA Volvo car is the main focus of all printcollateral. The car should be prominent –but not scaled too big. Remember, the richand luxurious environment of each imagealso plays an important role.2011 / Volvo Car Corporation Brand Identity Guidelines 101
  102. 102. brand layout/communicationmaterialshomepagebanner2011 / Volvo Car Corporation Brand Identity Guidelines 102
  103. 103. brand layout/communicationmaterialshomepagebannerLockupX = Height of Iron markIron MarkIron Mark is always placed in top-rightcorner Distance from top and right is1/2 of X.Sub-heading*The sub-heading ‘Your Volvo _’ is set inVolvo Broad, 25pt, kerning 45, range right.Maximum word count 6.Heading*The headline is set in Volvo Broad, 58pt,kerning 45, range right. Headline can betwo lines based on market translations.The sizes of the headlines can be adjustedto accommodate local translations, alwaysobserving the spacing and copy ratiospecifications provided.*Text should only be used in blackand/or white based on visibility in layout.Car positioningThe car is the main focus of all digitalmaterial.The car should be prominent – butnot scaled too big. Remember, the rich andluxurious environment of each image alsoplays an important role. The car shouldn’t becentered to allow space for the headline.PropBrand images must be used with the prop foradvertising communications , as it is crucial to theconceptX1/2 X1/2 X1/8 XLegal text*Can be placed at the bottom of the banner.Legal requirements, terms and conditionsand/or emission statements are in Volvo Sansjustified and set as small as legally possible.2011 / Volvo Car Corporation Brand Identity Guidelines 103
  104. 104. brand layout/communicationmaterialsmpu2011 / Volvo Car Corporation Brand Identity Guidelines 104
  105. 105. brand layout/communicationmaterialsmpulockupX=HeightofIronmark(50x48px)Iron MarkIron Mark is always placed in top-right cornerDistance from top and right is 1/3 o f X.Sub-heading*‘Your Volvo nameplate’, for example ‘Your Volvo XC60’ or‘Your Volvo nameplate sub brand’, for example ‘YourVolvo XC60 DRIVe’ is set in Volvo Broad, kerning 45, rangeright. Maximum word count 6. Sub-heading and Headlinecombined shouldn’t be larger than X.Headline*The headline is set in Volvo Broad, kerning 45,range right. Sub-heading and Headlinecombined shouldn’t be larger than X.Call to ActionSet in Volvo Sans;, right range, max size 10pt. Shouldlink to relevant model page on GIPSpacing between Sub-heading and Headline and Callto Action is equally spaced at 1/8 x.The sizes of the headlines can be adjusted toaccommodate local translations, always observing thespacing and copy ratio specifications provided.Car positioningThe car is the main focus of all digital material.The car should be prominent – but not scaled too big.Remember, the rich and luxurious environment of eachimage also plays an important role. The car shouldn’t becentered to allow space for the headline.PropBrand images must be used with the prop for advertisingcommunications as it is crucial to the concept*Text should only be used in blackand/or white based on visibility in layout.X1/3 X1/3 X1/8 X1/8 XLegal text*Can be placed at the bottom of the banner.Legal requirements, terms and conditionsand/or emission statements are in Volvo Sansjustified and set as small as legally possible.2011 / Volvo Car Corporation Brand Identity Guidelines 105
  106. 106. brand layout/communicationmaterials2011 / Volvo Car Corporation Brand Identity Guidelines 106Leaderboard

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