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Volvo Brand Guidelines

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  • 1. 2011 update wk 40Volvo carcorporation Brand identity GuidelineS2011 / Volvo Car Corporation Brand Identity Guidelines
  • 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. 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. 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. 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. 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. 2011 / Volvo Car Corporation Brand Identity Guidelines 7Cool Outside,Warm Inside.introduction
  • 8. 2011 / Volvo Car Corporation Brand Identity Guidelines 8Cool Outside,Warm Inside.introduction
  • 9. 2011 / Volvo Car Corporation Brand Identity Guidelines 9Cool Outside,Warm Inside.introduction
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 2011 / Volvo Car Corporation Brand Identity Guidelines 27photographySignaturelook
  • 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. use of light2011 / Volvo Car Corporation Brand Identity Guidelines 29photography
  • 30. 2011 / Volvo Car Corporation Brand Identity Guidelines 30photographyuse of light
  • 31. 2011 / Volvo Car Corporation Brand Identity Guidelines 31photographyuse of light
  • 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. 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. 2011 / Volvo Car Corporation Brand Identity Guidelines 34photographyLOCATION ANDCOMPOSITION
  • 35. 2011 / Volvo Car Corporation Brand Identity Guidelines 35photographyLOCATION ANDCOMPOSITION
  • 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. 2011 / Volvo Car Corporation Brand Identity Guidelines 37photographycar exterior
  • 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. car interior2011 / Volvo Car Corporation Brand Identity Guidelines 39photography
  • 40. car interior2011 / Volvo Car Corporation Brand Identity Guidelines 40photography
  • 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. Casting2011 / Volvo Car Corporation Brand Identity Guidelines 42photography
  • 43. Casting2011 / Volvo Car Corporation Brand Identity Guidelines 43photography
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. brand layout/corporatematerialsinternalpowerpointtemplate2011 / Volvo Car Corporation Brand Identity Guidelines 64
  • 65. brand layout/corporatematerialsinternalpowerpointtemplate2011 / Volvo Car Corporation Brand Identity Guidelines 65
  • 66. brand layout/corporatematerialsinternalpowerpointtemplate2011 / Volvo Car Corporation Brand Identity Guidelines 66
  • 67. brand layout/corporatematerialsDivider dotted linesConfidentiality statementTop line should always be solidinternalpowerpointtemplatelockup2011 / Volvo Car Corporation Brand Identity Guidelines 67
  • 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. 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. 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. 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. 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. 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. brand layout/corporatematerialsEnvelopeCorporate CommunicationVolvo Car CorporationPublic AffairsCorporate CommunicationsDep 50230, PVH 50SE-405 31 GöteborgSweden2011 / Volvo Car Corporation Brand Identity Guidelines 74
  • 75. brand layout/corporatematerialsCorporate CommunicationVolvo Car CorporationPublic AffairsCorporate CommunicationsDep 50230, PVH 50SE-405 31 GöteborgSwedenLogoNameAddressEnvelopelockup2011 / Volvo Car Corporation Brand Identity Guidelines 75
  • 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. 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. 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. 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. brand layout/corporatematerialsMEMO2011 / Volvo Car Corporation Brand Identity Guidelines 80
  • 81. brand layout/corporatematerialsGraphic ElementLogoMEMOlockup2011 / Volvo Car Corporation Brand Identity Guidelines 81
  • 82. brand layout/corporatematerialsnamebadgePARKER MCSMITHTitle/Company2011 / Volvo Car Corporation Brand Identity Guidelines 82
  • 83. brand layout/corporatematerialsnamebadgelockupPARKER MCSMITHTitle/CompanyNameLogoTitle/Company2011 / Volvo Car Corporation Brand Identity Guidelines 83
  • 84. brand layout/corporatematerialsInternalbriefingInsert Image Here2011 / Volvo Car Corporation Brand Identity Guidelines 84
  • 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. brand layout/corporatematerialstrainingMaterialsPRODUCT PLATFORMTHE ALL-NEWVOLVO YXXXPRODUCT PLATFORMTHE ALL-NEWVOLVO YXXY2011 / Volvo Car Corporation Brand Identity Guidelines 86
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. brand layout/communicationmaterialshomepagebanner2011 / Volvo Car Corporation Brand Identity Guidelines 102
  • 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. brand layout/communicationmaterialsmpu2011 / Volvo Car Corporation Brand Identity Guidelines 104
  • 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. brand layout/communicationmaterials2011 / Volvo Car Corporation Brand Identity Guidelines 106Leaderboard
  • 107. brand layout/communicationmaterialsIron MarkIron Mark is always placed in top-right cornerDistance from top and right is 1/3 o f 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. Should link to relevant model pageon GIP. Sub-heading, Headline and Call to Actioncombined shouldn’t be larger than X.Spacing between Sub-heading and Headlineand Call to Action is equally spaced at 1/12 X.The sizes of the headlines can be adjustedto accommodate local translations, alwaysobserving the spacing and copy ratiospecifications 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.XX=HeightofIronmark(67x65px)Legal 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.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.2011 / Volvo Car Corporation Brand Identity Guidelines 107Leaderboardlockup1/8 X1/8 X1/3 X1/3 X1/3 X
  • 108. brand layout/communicationmaterials2011 / Volvo Car Corporation Brand Identity Guidelines 108Skyscraper
  • 109. brand layout/communicationmaterialsIron MarkIron Mark is always placed in top-right cornerDistance from top and right is 1/5 X.Sub-heading*‘Your Volvo nameplate’, for example ‘Your Volvo XC60’ or ‘Your Volvonameplate sub brand’, for example ‘Your Volvo XC60 DRIVe’ isset in Volvo Broad, kerning 45, range right. Maximum word count 6.Sub-heading and Headline combined shouldn’t be larger than X.Headline*The headline is set in Volvo Broad; 53pt, kerning45, range right. Can be broken in two lines.Call to ActionSet in Volvo Sans, 7pt.Spacing between Sub-heading and Headline andCall to Action must be equally spaced at 1/8.The sizes of the headlines can be adjusted toaccommodate local translations, always observingthe spacing and copy ratio specifications provided.*Text should only be used in blackand/or white based on visibility in layout.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.XX=HeightofIronmark(51x49px)Legal 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 109Skyscraperlockup1/5 X1/5 X1/8 X1/8 X1/8 X1/5 X
  • 110. Tactical layout/CommunicationmaterialsTactical is separate from brand communication and holds a significantrole in communications. In each toolkit media section you will see thepurchase funnel and through channel planning you will see differentcommunication assets being used as we drive the customer throughthe funnel ultimately ending in the dealership to purchase a Volvo.Each communication asset has a function on this journey with brandprint, GIP, film, PR and CRM sparking a conversation, activationcreating action and the dealer sealing the deal.Tactical is split into two sections. National Offer Communicationprimary function is on a national level and is to evoke an action fromthe customer to either go to GIP, Social Media or call a centralnumber to find out more.If National Offer communication’s primary function is to evoke anaction from the customer, then Dealer Offer Communicationsfunction is to “seal the deal.” Dealer Offer communications must besingle minded in their approach and drive customers at a local leveltowards the dealership for test-driving and purchase.In the following pages you will see layouts for both National andDealer Offer communications. These layouts are based on a worstcase scenario and there are clearly marked areas for all yourcommunication needs. They have been specifically developed tocreate a point of attention or “Hero” of the nameplate within a layoutthat allows the car to “breath” and not feel cluttered. Please note youdon’t have to fill every area, if you don’t need to say, then don’t say it.The Brand lifestyle imagery and layouts ARE NOT RECOMMENDEDin Tactical. We have developed a library of CGI assets across allnameplates, nameplate specifications and backgrounds. This is yourone and only starting point for all Tactical materials.Tactical CommunicationLayouts2011 / Volvo Car Corporation Brand Identity Guidelines 110introduction
  • 111. volvocars.com*Pliquae minit andiscil et exceperibus, quaturi inis dolorrum ducilibepe laboreribus expla di con nis dit et verum ut videt ad evellit idem. Sedi aspis ntisque plis evenis quam, conseque erfero co 56,000kcum qui con conse vel int aut dicitiuri di deles moloreum. Sciisit ut explabor aut et voluptiis invelisum eum doluptas quod eum acculpa nimus dolupictem. Nobitem quidipsus ut laboreped quam nonearuptassi dolessit, tem faceptat que nihilique vit moles sit exes etusa net abor sum volupient. Otaea Luptibusam eictotaquas re volupta tenetum expla velecus eius, tem ressum quissum laut as.• Uptas adi beate con ealitis estatur • Hicias exera porunti rem fugitas• Rferia ullorae rferia voluptatur at• Nemporro blati nonsenem • Et hicae omnitium autemqui tet• Sitium rescimi senis aboratem• Qweum facides tisqueOvitate el ide porerepellam veniaspelest assunt maio dolorem porrovit, sim quodist iorruptiaautatem vel ipiendelecae exerentore ne et eiciur, solo magnam, oditatis acia quatiae. Pit velmaximus undentum quam, sunto es atem a ducium fugiaep udissiti sinihicillor re omnihitaut alit. Ovitate el ide porerepellam veniaspelest assunt maio dolorem porrovit, sim quodistiorruptia autatem vel ipiendelecae exerentore ne et eiciur, solo magnam, oditatis acia quatiae.Pit vel maximus undentum quam, sunto es atem a ducium fugiaep udissiti sinihicillor re omnihitdolorem aut alit, veniaspelest assunt maio dolorem fugit voluptae lorum ipsum etc dolorus alto.T 0800 123 456yoursyour volvo XC60for €xxx a month*5 year warranty + 5 year wear tear + 5 year scheduled maintenance2011 / Volvo Car Corporation Brand Identity Guidelines 111NationalofferadvertisingwithoutRESTRICTIONSTactical layout/Communicationmaterials
  • 112. volvocars.com*Pliquae minit andiscil et exceperibus, quaturi inis dolorrum ducilibepe laboreribus expla di con nis dit et verum ut videt ad evellit idem. Sedi aspis ntisque plis evenis quam, conseque erfero co 56,000kcum qui con conse vel int aut dicitiuri di deles moloreum. Sciisit ut explabor aut et voluptiis invelisum eum doluptas quod eum acculpa nimus dolupictem. Nobitem quidipsus ut laboreped quam nonearuptassi dolessit, tem faceptat que nihilique vit moles sit exes etusa net abor sum volupient. Otaea Luptibusam eictotaquas re volupta tenetum expla velecus eius, tem ressum quissum laut as.• Uptas adi beate con ealitis estatur • Hicias exera porunti rem fugitas• Rferia ullorae rferia voluptatur at• Nemporro blati nonsenem • Et hicae omnitium autemqui tet• Sitium rescimi senis aboratem• Qweum facides tisqueOvitate el ide porerepellam veniaspelest assunt maio dolorem porrovit, sim quodist iorruptiaautatem vel ipiendelecae exerentore ne et eiciur, solo magnam, oditatis acia quatiae. Pit velmaximus undentum quam, sunto es atem a ducium fugiaep udissiti sinihicillor re omnihitaut alit. Ovitate el ide porerepellam veniaspelest assunt maio dolorem porrovit, sim quodistiorruptia autatem vel ipiendelecae exerentore ne et eiciur, solo magnam, oditatis acia quatiae.Pit vel maximus undentum quam, sunto es atem a ducium fugiaep udissiti sinihicillor re omnihitdolorem aut alit, veniaspelest assunt maio dolorem fugit voluptae lorum ipsum etc dolorus alto.T 0800 123 456yoursyour volvo XC60for €xxx a month*5 year warranty + 5 year wear tear + 5 year scheduled maintenance1/2X1/2X1/3X1/4X1/4X1/4X1/4XX1/8X1/8X1/8X1/8X1/8XURL and Phone numberThe URL is always set range right without ‘www’,in Volvo Broad 11pt. Telephone number is always set inVolvo Sans Bold 9pt. Social Media “call to action” proceedsthe telephone number in the same font/size and on thebaseline as the URL.Sub-headingThe sub-heading is set in Volvo Broad, kerning50, range right. Font size is always 1/4 of X.Space between the sub-heading and headingis always 1/4 of X above and below (see A).AMarket specific informationThe sub-heading is set in Volvo Broad, kerning50, centered. The leading is always 1pt less thanthe font size if set in two lines.Body copyBody copy is set left justified 9pt on 11pt leadingin Volvo Sans Regular. Minimal word count 70,maximum word count 100.HeadlineThe headline is set in Volvo Broad, kerning 50,range right. Maximum word count 6. Max in twolines (cap height is variable according to lengthof line) See next page. Max height of font is 1full and 3/4 of X the minimum height is a full X.Legal Text and Homologation ClassificationLegal requirements, terms and conditions, price and/oremission statements are in Volvo Sans, left justified and setas small as legally possible.Features/USPThe placing of bullitpoints/USP’s is always set in theVolvo Sans Bold 9pt on a leading of 11pt range left.Looking at the division of the page, depending onthe amount of text you have, it is possible to put thebullets on two columns and the body in one.NationalofferadvertisinglockupwithoutRESTRICTIONSIron MarkIron Mark is always placed in top-right cornerDistance from top and right is 1/2 of X.X = Height of Iron mark (21.5 mm)Sub-brand logos3/4 height 1 full X wide logo area for endorsementlogos. Place the DRIVe and R-Design in full-color. Ifthe ad is placed in a newspaper use the black andwhite version. This logo size should never be biggerthan the Iron Mark.Ad referenceSpace reserved for local advertisementreference if applicable. Place vertically1/4X from border.Item spacingThe space between the text and the lines is always 1/8 of X.1/8 of X below the endorsement logo. 3/4 XX1/8 XX1/4X1/4X1/4X1/4 XCar 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.Grid basedon a4 layout2011 / Volvo Car Corporation Brand Identity Guidelines 112Tactical layout/Communicationmaterials
  • 113. your volvo xc60volvocars.com/fr*Offre spéciale: prix public conseillé en euro TTC pour un VOLVO V50 D2 115 ch BM6 R-Design au 24/09/2010 de 29 390 TTC avec option Pack City, déduit d’une remise de €5490. Offreréservée auxparticuliers valable chez votre concessionnaire Volvo participant à l’opération dans la limite des stocks disponibles. Tarif valable en France métropolitaine. VOLVO V50 D2 115ch BM6 : consommation Euromix(l/100 km) 4,3 - CO2 rejeté (g/km) 114.Le volvo XC60 a saisir au plus vite• BLUETOOTH® • Radar de recul• Prise USB• Systeme audio high performance • Jantes alliage 17”• Incrustations aluminium• 114G DE CO2/KM. 4,3L/100 KMOvitate el ide porerepellam veniaspelest assunt maio dolorem porrovit, sim quodist iorruptiaautatem vel ipiendelecae exerentore ne et eiciur, solo magnam, oditatis acia quatiae. Pit velmaximus undentum quam, sunto es atem a ducium fugiaep udissiti sinihicillor re omnihit aut alit.Ovitate el ide porerepellam veniaspelest assunt maio dolorem porrovit, sim quodist iorruptiaautatem vel ipiendelecae exerentore ne et eiciur, solo magnam, oditatis acia quatiae. Pit velmaximus undentum quam, sunto es atem a ducium fugiaep udissiti sinihicillor re omnihitdolorem aut alit, veniaspelest assunt maio dolorem fugit voluptae.LORUM MAIO QUAMSIMa VE ASSUNTfor €xxx a month*75 PARIS 16e – 56 – Avenue de Versailles – 01 44 30 82 30 56T 0800 123 4561/2X1/2X1/3X1/4X1/4X1/4X1/4X1/4X1/8X1/8X1/8X1/8X1/8XX1/4X1/8X1/8X1/8X2 line headlineexampleXNationalofferadvertisingLockupwithoutRESTRICTIONSX = Height of Iron mark (21.5 mm)Ad referenceSpace reserved for local advertisementreference if applicable. Place vertically1/4X from border.Sub-headingThe sub-heading is set in Volvo Broad, kerning50, range right. Font size is always 1/4 of X.Space between the sub-heading and headingis always 1/4 of X above and below (see A).AHeadlineThe headline is set in Volvo Broad, kerning 50,range right. Maximum word count 6. Max in twolines (cap height is variable according to lengthof line) See next page. Max hight of font is 1 fulland 3/4 of X the minimum hight is a full X.Iron MarkIron Mark is always placed in top-right cornerDistance from top and right is 1/2 of X.2011 / Volvo Car Corporation Brand Identity Guidelines 113Tactical layout/Communicationmaterials
  • 114. volvocars.com5 year warranty + 5 year wear tear + 5 year scheduled maintenance*Pliquae minit andiscil et exceperibus, quaturi inis dolorrum ducilibepe laboreribus expla di con nis dit et verum ut videt ad evellit idem. Sedi aspis ntisque plis evenis quam, conseque erfero co 56,000kcum qui con conse vel int aut dicitiuri di deles moloreum. Sciisit ut explabor aut et voluptiis invelisum eum doluptas quod eum acculpa nimus dolupictem nobitem quidipsus ut laboreped quam non.T 0800 123 456Ugitis simus eat pratur aut que od et volorum que ndi coreseq uatio. entiunt harumandici doluptio consedi cus et, cullend itemole ndenda nimus. Otaeper spicium enimus,nihit paruptat velicata eosant, tem a vernatem aut andaece perovitibus et porem ipsae.Et mollaces alibeate solent acepelitae. Itateniae optates sediae ipicabo ritatendamreratquides doloratusae. Ut acienisi bea voluptatusam dolorerividebis adionsequia sumversped es nestiol uptatecae quam lex etc omnihitatia cum alitis otaeper spicium enimus.yoursyour volvo XC60for €xxx a month*NationalofferadvertisingwithoutRESTRICTIONS2011 / Volvo Car Corporation Brand Identity Guidelines 114Tactical layout/Communicationmaterials
  • 115. volvocars.com5 year warranty + 5 year wear tear + 5 year scheduled maintenance*Pliquae minit andiscil et exceperibus, quaturi inis dolorrum ducilibepe laboreribus expla di con nis dit et verum ut videt ad evellit idem. Sedi aspis ntisque plis evenis quam, conseque erfero co 56,000kcum qui con conse vel int aut dicitiuri di deles moloreum. Sciisit ut explabor aut et voluptiis invelisum eum doluptas quod eum acculpa nimus dolupictem nobitem quidipsus ut laboreped quam non.T 0800 123 456Ugitis simus eat pratur aut que od et volorum que ndi coreseq uatio. entiunt harumandici doluptio consedi cus et, cullend itemole ndenda nimus. Otaeper spicium enimus,nihit paruptat velicata eosant, tem a vernatem aut andaece perovitibus et porem ipsae.Et mollaces alibeate solent acepelitae. Itateniae optates sediae ipicabo ritatendamreratquides doloratusae. Ut acienisi bea voluptatusam dolorerividebis adionsequia sumversped es nestiol uptatecae quam lex etc omnihitatia cum alitis otaeper spicium enimus.yoursyour volvo XC60for €xxx a month*1/3X1/2X1/2XX1/4X1/4X1/4X1/4X1/8X1/8X1/8X1/8X1/8XNationalofferadvertisinglockupwithoutRESTRICTIONSGrid basedon a5 layoutSub-headingThe sub-heading is set in Volvo Broad, kerning50, range right. Font size is always 1/4 of X.Space between the sub-heading and headingis always 1/4 of X above and below (see A).AHeadlineThe headline is set in Volvo Broad, kerning 50,range right. Maximum word count 6. Max in twolines (cap height is variable according to lengthof line) See next page. Max height of font is 1full and 3/4 of X the minimum height is a full X.Iron MarkIron Mark is always placed in top-right cornerDistance from top and right is 1/2 of X.Ad referenceSpace reserved for local advertisementreference if applicable. Place vertically1/4X from border.Market specific informationThe sub-heading is set in Volvo Broad, kerning50, centered. The leading is always 1pt less thanthe font size if set in two lines.Item spacingThe space between the text and the linesis always 1/8 of X. 1/8 of X below theendorsement logo.URL and Phone numberThe URL is always set range right without ‘www’,in Volvo Broad 11pt. Telephone number is alwaysset in Volvo Sans Bold 9pt. Social Media “call toaction” proceeds the telephone number in thesame font/size and on the baseline as the URL.Legal Text and HomologationClassificationLegal requirements, terms and conditions,price and/or emission statements are inVolvo Sans, left justified and set as smallas legally possible.Body copyBody copy is set left justified 9pt on 11pt leadingin Volvo Sans Regular. Minimal word count 70,maximum word count 100.3/4 XX1/8 XSub-brand logos3/4 height 1 full X wide logo area for endorsementlogos. Place the DRIVe and R-Design in full-color. Ifthe ad is placed in a newspaper use the black andwhite version. This logo size should never be biggerthan the Iron Mark.1/4 XCar 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 115Tactical layout/Communicationmaterials
  • 116. volvocars.compliquae minit andiscil et exceperibus, quaturi inis dolorrum ducilibepe laboreribus expla di con nis dit et verum ut videt ad evellit idem. Sedi aspis ntisque plis evenis quam, conseque erfero co 56,000kearuptassi dolessit, tem faceptat que nihilique vit moles sit exes etusa net abor sum volupient. Otaea Luptibusam eictotaquas re volupta tenetum expla velecus eius, tem ressum quissum laut as.*Pliquae minit andiscil et exceperibus, quaturi inis dolorrum ducilibepe laboreribus expla di con nis dit et verum ut videt ad evellit idem. Sedi aspis ntisque plis evenis quam, conseque erfero co 56,000kcum qui con conse vel int aut dicitiuri di deles moloreum. Sciisit ut explabor aut et voluptiis invelisum eum doluptas quod eum acculpa nimus dolupictem. Nobitem quidipsus ut laboreped quam non• Uptas adi beate con ealitis estatur • Hicias exera porunti rem fugitas• Rferia ullorae rferia voluptatur at• Et hicae beate con ealitis estatur • Micias exera porunti rem fugitas• Ullorae rferia voluptatur at ete • Nemporro blati nonsenem • Et hicae omnitium autemqui tet• Sitium rescimi senis aboratemEvitate amelide aporerepellam. Veniaspelestassunt maio dolorem porrovit, asim quodistiorruptia autatem vel ipien lecae exerentorene et eiciur solo magnam, oditatis aciaximus undentum quam, sunto ets es atem aducium fugiaep udissiti sinihicillor werreomnihit aut alit. Ovitate elide porerepellamveniaspelest assunt maio dolorem porrovit,asim quodist norruptia autatem vel ipiendelecae exerente nema et eiciur, aersolomagnam, oditatis acia quatiae. Pit vellomaximus undentum quam sunto aswes etatem swera ducium fugiaep.Me eum quereped eaqui aditiis etur? Qui andictatisti utut aperis aditius.Ernatatiis apidi to beainveliatur. Edita dit ete dem. Inctenti consequireperovit, ipsam aborectiur, omnieni. Paritinorruptia autatem sam estrum.T 0800 123 456yoursthe volvo XC rangefrom €xxx a month*5 year warranty + 5 year wear tear + 5 year scheduled maintenanceNationalofferadvertisingDOUBLEpageSPREADwithoutRESTRICTIONS2011 / Volvo Car Corporation Brand Identity Guidelines 116Tactical layout/Communicationmaterials
  • 117. volvocars.compliquae minit andiscil et exceperibus, quaturi inis dolorrum ducilibepe laboreribus expla di con nis dit et verum ut videt ad evellit idem. Sedi aspis ntisque plis evenis quam, conseque erfero co 56,000kearuptassi dolessit, tem faceptat que nihilique vit moles sit exes etusa net abor sum volupient. Otaea Luptibusam eictotaquas re volupta tenetum expla velecus eius, tem ressum quissum laut as.*Pliquae minit andiscil et exceperibus, quaturi inis dolorrum ducilibepe laboreribus expla di con nis dit et verum ut videt ad evellit idem. Sedi aspis ntisque plis evenis quam, conseque erfero co 56,000kcum qui con conse vel int aut dicitiuri di deles moloreum. Sciisit ut explabor aut et voluptiis invelisum eum doluptas quod eum acculpa nimus dolupictem. Nobitem quidipsus ut laboreped quam non• Uptas adi beate con ealitis estatur • Hicias exera porunti rem fugitas• Rferia ullorae rferia voluptatur at• Et hicae beate con ealitis estatur • Micias exera porunti rem fugitas• Ullorae rferia voluptatur at ete • Nemporro blati nonsenem • Et hicae omnitium autemqui tet• Sitium rescimi senis aboratemEvitate amelide aporerepellam. Veniaspelestassunt maio dolorem porrovit, asim quodistiorruptia autatem vel ipien lecae exerentorene et eiciur solo magnam, oditatis aciaximus undentum quam, sunto ets es atem aducium fugiaep udissiti sinihicillor werreomnihit aut alit. Ovitate elide porerepellamveniaspelest assunt maio dolorem porrovit,asim quodist norruptia autatem vel ipiendelecae exerente nema et eiciur, aersolomagnam, oditatis acia quatiae. Pit vellomaximus undentum quam sunto aswes etatem swera ducium fugiaep.Me eum quereped eaqui aditiis etur? Qui andictatisti utut aperis aditius.Ernatatiis apidi to beainveliatur. Edita dit ete dem. Inctenti consequireperovit, ipsam aborectiur, omnieni. Paritinorruptia autatem sam estrum.T 0800 123 456yoursthe volvo XC rangefrom €xxx a month*5 year warranty + 5 year wear tear + 5 year scheduled maintenanceNationalofferadvertisingDOUBLEpageSPREADlockupwithoutRESTRICTIONSGrid basedon a3 layoutSub-headingThe sub-heading is set in Volvo Broad, kerning50, range right. Font size is always 1/4 of X.Space between the sub-heading and headingis always 1/4 of X above and below (see A).AHeadlineThe headline is set in Volvo Broad, kerning 50,range right. Maximum word count 6. Max in twolines (cap height is variable according to lengthof line) See next page. Max height of font is 1full and 3/4 of X the minimum height is a full X.Iron MarkIron Mark is always placed in top-right cornerDistance from top and right is 1/2 of X.Ad referenceSpace reserved for local advertisementreference if applicable. Place vertically1/4X from border.Market specific informationThe sub-heading is set in Volvo Broad, kerning50, centered. The leading is always 1pt less thanthe font size if set in two lines.Item spacingThe space between the text and the linesis always 1/8 of X. 1/8 of X below theendorsement logo.URL and Phone numberThe URL is always set range right without ‘www’,in Volvo Broad 11pt. Telephone number is alwaysset in Volvo Sans Bold 9pt. Social Media “call toaction” proceeds the telephone number in thesame font/size and on the baseline as the URL.Legal Text and HomologationClassificationLegal requirements, terms and conditions,price and/or emission statements are inVolvo Sans, left justified and set as smallas legally possible.Body copyBody copy is set left justified 9pt on 11pt leadingin Volvo Sans Regular. Minimal word count 70,maximum word count 100.Text treatmentThe text in the (3) columns of the left and right sideof this DPS should always have the same height.Sub-brand logos3/4 height 1 full X wide logo area for endorsementlogos. Place the DRIVe and R-Design in full-color. Ifthe ad is placed in a newspaper use the black andwhite version. This logo size should never be biggerthan the Iron Mark.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.Features/USPThe placing of bullitpoints/USP’s is always set in theVolvo Sans Bold 9pt on a leading of 11pt range left.Looking at the division of the page, depending onthe amount of text you have, it is possible to put thebullets on two columns and the body in one.2011 / Volvo Car Corporation Brand Identity Guidelines 117Tactical layout/Communicationmaterials
  • 118. volvocars.com*Pliquae minit andiscil et exceperibus, quaturi inis dolorrum ducilibepe laboreribus expla di con nis dit et verum ut videt ad evellit idem. Sedi aspis ntisque plis evenis quam, conseque erfero co 56,000kcum qui con conse vel int aut dicitiuri di deles moloreum. Sciisit ut explabor aut et voluptiis invelisum eum doluptas quod eum acculpa nimus dolupictem. Nobitem quidipsus ut laboreped quam nonearuptassi dolessit, tem faceptat que nihilique vit moles sit exes etusa net abor sum volupient. Otaea Luptibusam eictotaquas re volupta tenetum expla velecus eius, tem ressum quissum laut as.• Uptas adi beate con ealitis estatur • Hicias exera porunti rem fugitas• Rferia ullorae rferia voluptatur at• Nemporro blati nonsenem • Et hicae omnitium autemqui tet• Sitium rescimi senis aboratem• Qweum facides tisqueOvitate el ide porerepellam veniaspelest assunt maio dolorem porrovit, sim quodist iorruptiaautatem vel ipiendelecae exerentore ne et eiciur, solo magnam, oditatis acia quatiae. Pit velmaximus undentum quam, sunto es atem a ducium fugiaep udissiti sinihicillor re omnihitaut alit. Ovitate el ide porerepellam veniaspelest assunt maio dolorem porrovit, sim quodistiorruptia autatem vel ipiendelecae exerentore ne et eiciur, solo magnam, oditatis acia quatiae.Pit vel maximus undentum quam, sunto es atem a ducium fugiaep udissiti sinihicillor re omnihitdolorem aut alit, veniaspelest assunt maio dolorem fugit voluptae lorum ipsum etc dolorus alto.T 0800 123 456your volvo XC60for €xxx a month*5 year warranty + 5 year wear tear + 5 year scheduled maintenanceyoursapr financing0.9%for 36 months€XX,XXX*starting at mrspper monthfor 36 monthslease it now€XXXNationalofferadvertisingwithRESTRICTIONS2011 / Volvo Car Corporation Brand Identity Guidelines 118Tactical layout/Communicationmaterials
  • 119. volvocars.com*Pliquae minit andiscil et exceperibus, quaturi inis dolorrum ducilibepe laboreribus expla di con nis dit et verum ut videt ad evellit idem. Sedi aspis ntisque plis evenis quam, conseque erfero co 56,000kcum qui con conse vel int aut dicitiuri di deles moloreum. Sciisit ut explabor aut et voluptiis invelisum eum doluptas quod eum acculpa nimus dolupictem. Nobitem quidipsus ut laboreped quam nonearuptassi dolessit, tem faceptat que nihilique vit moles sit exes etusa net abor sum volupient. Otaea Luptibusam eictotaquas re volupta tenetum expla velecus eius, tem ressum quissum laut as.• Uptas adi beate con ealitis estatur • Hicias exera porunti rem fugitas• Rferia ullorae rferia voluptatur at• Nemporro blati nonsenem • Et hicae omnitium autemqui tet• Sitium rescimi senis aboratem• Qweum facides tisqueOvitate el ide porerepellam veniaspelest assunt maio dolorem porrovit, sim quodist iorruptiaautatem vel ipiendelecae exerentore ne et eiciur, solo magnam, oditatis acia quatiae. Pit velmaximus undentum quam, sunto es atem a ducium fugiaep udissiti sinihicillor re omnihitaut alit. Ovitate el ide porerepellam veniaspelest assunt maio dolorem porrovit, sim quodistiorruptia autatem vel ipiendelecae exerentore ne et eiciur, solo magnam, oditatis acia quatiae.Pit vel maximus undentum quam, sunto es atem a ducium fugiaep udissiti sinihicillor re omnihitdolorem aut alit, veniaspelest assunt maio dolorem fugit voluptae lorum ipsum etc dolorus alto.T 0800 123 456your volvo XC60for €xxx a month*5 year warranty + 5 year wear tear + 5 year scheduled maintenanceyoursapr financing0.9%for 36 months€XX,XXX*starting at mrspper monthfor 36 monthslease it now€XXX1/2X1/2X1/3X1/4X1/4X1/4X1/4XX1/8X1/8X1/8X1/8X1/8X1/8X1/8XX = Height of Iron mark (21.5 mm)Price communicationThe price communication type size and leading isdictated by Indesign style sheets.3/4 XX1/8 XX1/4X1/4X1/4X1/4 XSub-headingThe sub-heading is set in Volvo Broad, kerning50, range right. Font size is always 1/4 of X.Space between the sub-heading and headingis always 1/4 of X above and below (see A).AHeadlineThe headline is set in Volvo Broad, kerning 50,range right. Maximum word count 6. Max in twolines (cap height is variable according to lengthof line) See next page. Max height of font is 1full and 3/4 of X the minimum height is a full X.Iron MarkIron Mark is always placed in top-right cornerDistance from top and right is 1/2 of X.Ad referenceSpace reserved for local advertisementreference if applicable. Place vertically1/4X from border.XMarket specific informationThe sub-heading is set in Volvo Broad, kerning50, centered. Font size is always 1/4 of X. Theleading is always 1pt less than the font size if setin two lines.Body copyBody copy is set left justified 9pt on 11pt leadingin Volvo Sans Regular. Minimal word count 70,maximum word count 100.Legal Text and Homologation ClassificationLegal requirements, terms and conditions, price and/oremission statements are in Volvo Sans, left justified and setas small as legally possible.Features/USPThe placing of bulletpoints/USP’s is always set in theVolvo Sans Bold 9pt on a leading of 11pt range left.Looking at the division of the page, depending onthe amount of text you have, it is possible to put thebullets on two columns and the body in one.Sub-brand logos3/4 height 1 full X wide logo area for endorsementlogos. Place the DRIVe and R-Design in full-color. Ifthe ad is placed in a newspaper use the black andwhite version. This logo size should never be biggerthan the Iron Mark.Item spacingThe space between the text and the lines is always 1/8 of X.1/8 of X below the endorsement logo.URL and Phone numberThe URL is always set range right without ‘www’,in Volvo Broad 11pt. Telephone number is always set inVolvo Sans Bold 9pt. Social Media “call to action” proceedsthe telephone number in the same font/size and on thebaseline as the URL.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.NationalofferadvertisingLockupwithRESTRICTIONSGrid basedon a4 layout2011 / Volvo Car Corporation Brand Identity Guidelines 119Tactical layout/Communicationmaterials
  • 120. yoursyour volvo XC60for €xxx a month*apr financing0.9%for 36 months€XX,XXX*starting at mrsp lease it now for€XXX per monthfor 36 monthsvolvocars.com5 year warranty + 5 year wear tear + 5 year scheduled maintenance*Pliquae minit andiscil et exceperibus, quaturi inis dolorrum ducilibepe laboreribus expla di con nis dit et verum ut videt ad evellit idem. Sedi aspis ntisque plis evenis quam, conseque erfero co 56,000kcum qui con conse vel int aut dicitiuri di deles moloreum. Sciisit ut explabor aut et voluptiis invelisum eum doluptas quod eum acculpa nimus dolupictem nobitem quidipsus ut laboreped quam non.T 0800 123 456Ugitis simus eat pratur aut que od et volorum que ndi coreseq uatio. entiunt harumandici doluptio consedi cus et, cullend itemole ndenda nimus. Otaeper spicium enimus,nihit paruptat velicata eosant, tem a vernatem aut andaece perovitibus et porem ipsae.Et mollaces alibeate solent acepelitae. Itateniae optates sediae ipicabo ritatendamreratquides doloratusae. Ut acienisi bea voluptatusam dolorerividebis adionsequia sumversped es nestiol uptatecae quam lex etc omnihitatia cum alitis otaeper spicium enimus.NationalofferadvertisingwithRESTRICTIONS2011 / Volvo Car Corporation Brand Identity Guidelines 120Tactical layout/Communicationmaterials
  • 121. NationalofferadvertisinglockupwithRESTRICTIONSGrid basedon a5 layoutyoursyour volvo XC60for €xxx a month*apr financing0.9%for 36 months€XX,XXX*starting at mrsp lease it now for€XXX per monthfor 36 monthsvolvocars.com5 year warranty + 5 year wear tear + 5 year scheduled maintenance*Pliquae minit andiscil et exceperibus, quaturi inis dolorrum ducilibepe laboreribus expla di con nis dit et verum ut videt ad evellit idem. Sedi aspis ntisque plis evenis quam, conseque erfero co 56,000kcum qui con conse vel int aut dicitiuri di deles moloreum. Sciisit ut explabor aut et voluptiis invelisum eum doluptas quod eum acculpa nimus dolupictem nobitem quidipsus ut laboreped quam non.T 0800 123 456Ugitis simus eat pratur aut que od et volorum que ndi coreseq uatio. entiunt harumandici doluptio consedi cus et, cullend itemole ndenda nimus. Otaeper spicium enimus,nihit paruptat velicata eosant, tem a vernatem aut andaece perovitibus et porem ipsae.Et mollaces alibeate solent acepelitae. Itateniae optates sediae ipicabo ritatendamreratquides doloratusae. Ut acienisi bea voluptatusam dolorerividebis adionsequia sumversped es nestiol uptatecae quam lex etc omnihitatia cum alitis otaeper spicium enimus.1/3X1/3X1/2X1/2XX1/4X1/4X1/4X1/4X1/8X1/8X1/8X1/8X1/8X1/8X1/8XSub-headingThe sub-heading is set in Volvo Broad, kerning50, range right. Font size is always 1/4 of X.Space between the sub-heading and headingis always 1/4 of X above and below (see A).AHeadlineThe headline is set in Volvo Broad, kerning 50,range right. Maximum word count 6. Max in twolines (cap height is variable according to lengthof line) See next page. Max height of font is 1full and 3/4 of X the minimum height is a full X.Iron MarkIron Mark is always placed in top-right cornerDistance from top and right is 1/2 of X.Ad referenceSpace reserved for local advertisementreference if applicable. Place vertically1/4X from border.Market specific informationThe sub-heading is set in Volvo Broad, kerning50, centered. The leading is always 1pt less thanthe font size if set in two lines.Item spacingThe space between the text and the linesis always 1/8 of X. 1/8 of X below theendorsement logo.URL and Phone numberThe URL is always set range right without ‘www’,in Volvo Broad 11pt. Telephone number is alwaysset in Volvo Sans Bold 9pt. Additional ‘call toaction’ preceeds telephone number in the samefont/size on the same baseline as the phonenumber and URL.Legal Text and HomologationClassificationLegal requirements, terms and conditions,price and/or emission statements are inVolvo Sans, left justified and set as smallas legally possible.Body copyBody copy is set left justified 9pt on 11pt leadingin Volvo Sans Regular. Minimal word count 70,maximum word count 100.3/4 XX1/8 XSub-brand logos3/4 height 1 full X wide logo area for endorsementlogos. Place the DRIVe and R-Design in Full-color.If the ad is placed in a newspaper use the blackand white version. This logo size should never bebigger than the Iron Mark.1/4 XPrice communicationThe price communication type size and leading isdictated by Indesign style sheets.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 121Tactical layout/Communicationmaterials
  • 122. Tactical layout/Communicationmaterialsvolvocars.com*Pliquae minit andiscil et exceperibus, quaturi inis dolorrum ducilibepe laboreribus expla di con nis dit et verum ut videt ad evellit idem. Sedi aspis ntisque plis evenis quam, conseque erfero co 56,000kcum qui con conse vel int aut dicitiuri di deles moloreum. Sciisit ut explabor aut et voluptiis invelisum eum doluptas quod eum acculpa nimus dolupictem. Nobitem quidipsus ut laboreped quam nonearuptassi dolessit, tem faceptat que nihilique vit moles sit exes etusa net abor sum volupient. Otaea Luptibusam eictotaquas re volupta tenetum expla velecus eius, tem ressum quissum laut as.• Uptas adi beate con ealitis estatur • Hicias exera porunti rem fugitas• Rferia ullorae rferia voluptatur at• Nemporro blati nonsenem • Et hicae omnitium autemqui tet• Sitium rescimi senis aboratem• Qweum facides tisqueOvitate el ide porerepellam veniaspelest assunt maio dolorem porrovit, sim quodist iorruptiaautatem vel ipiendelecae exerentore ne et eiciur, solo magnam, oditatis acia quatiae. Pit velmaximus undentum quam, sunto es atem a ducium fugiaep udissiti sinihicillor re omnihitaut alit. Ovitate el ide porerepellam veniaspelest assunt maio dolorem porrovit, sim quodistiorruptia autatem vel ipiendelecae exerentore ne et eiciur, solo magnam, oditatis acia quatiae.Pit vel maximus undentum quam, sunto es atem a ducium fugiaep udissiti sinihicillor re omnihitdolorem aut alit, veniaspelest assunt maio dolorem fugit voluptae lorum ipsum etc dolorus alto.T 0800 123 456yoursyour volvo XC60for €xxx a month*Dieter Lochner GmbH – Bismarckstrasse 17 – 12169 Berlin – T 030 794 709 - 30 – autohauslochner.comDieter Lochner GmbH – Bismarckstrasse 17 – 12169 Berlin – T 030 794 709 - 30 – autohauslochner.comapr financing0.9%for 36 months€XX.XXX*starting at mrspper monthfor 36 monthslease it now€XXX5 year warranty + 5 year wear tear + 5 year scheduled maintenancedealerofferadvertising2011 / Volvo Car Corporation Brand Identity Guidelines 122
  • 123. Tactical layout/Communicationmaterialsdealerofferadvertisinglockupvolvocars.com*Pliquae minit andiscil et exceperibus, quaturi inis dolorrum ducilibepe laboreribus expla di con nis dit et verum ut videt ad evellit idem. Sedi aspis ntisque plis evenis quam, conseque erfero co 56,000kcum qui con conse vel int aut dicitiuri di deles moloreum. Sciisit ut explabor aut et voluptiis invelisum eum doluptas quod eum acculpa nimus dolupictem. Nobitem quidipsus ut laboreped quam nonearuptassi dolessit, tem faceptat que nihilique vit moles sit exes etusa net abor sum volupient. Otaea Luptibusam eictotaquas re volupta tenetum expla velecus eius, tem ressum quissum laut as.• Uptas adi beate con ealitis estatur • Hicias exera porunti rem fugitas• Rferia ullorae rferia voluptatur at• Nemporro blati nonsenem • Et hicae omnitium autemqui tet• Sitium rescimi senis aboratem• Qweum facides tisqueOvitate el ide porerepellam veniaspelest assunt maio dolorem porrovit, sim quodist iorruptiaautatem vel ipiendelecae exerentore ne et eiciur, solo magnam, oditatis acia quatiae. Pit velmaximus undentum quam, sunto es atem a ducium fugiaep udissiti sinihicillor re omnihitaut alit. Ovitate el ide porerepellam veniaspelest assunt maio dolorem porrovit, sim quodistiorruptia autatem vel ipiendelecae exerentore ne et eiciur, solo magnam, oditatis acia quatiae.Pit vel maximus undentum quam, sunto es atem a ducium fugiaep udissiti sinihicillor re omnihitdolorem aut alit, veniaspelest assunt maio dolorem fugit voluptae lorum ipsum etc dolorus alto.T 0800 123 456yoursyour volvo XC60for €xxx a month*Dieter Lochner GmbH – Bismarckstrasse 17 – 12169 Berlin – T 030 794 709 - 30 – autohauslochner.comapr financing0.9%for 36 months€XX,XXX*starting at mrspper monthfor 36 monthslease it now€XXX5 year warranty + 5 year wear tear + 5 year scheduled maintenanceX = Height of Iron markDealer areaDealer max area for single logo is 1 full and 1/3 X widthby 1/2X height. For multiple logos max gutter is 1/8X.The dealer name is set in Volvo Bold 9pt on 11pt leadingthe rest of the adress and or URL is the Volvo Regular.Price communicationThe price communication type size and leadingis dictated by Indesign style sheets.3/4 XX1/8 X1/4X1/4X1/4X1/4 XX = Height of Iron mark (21.5 mm)XSub-headingThe sub-heading is set in Volvo Broad, kerning50, range right. Font size is always 1/4 of X.Space between the sub-heading and headingis always 1/4 of X above and below (see A).AHeadlineThe headline is set in Volvo Broad, kerning 50,range right. Maximum word count 6. Max in twolines (cap height is variable according to lengthof line) See next page. Max height of font is 1full and 3/4 of X the minimum height is a full X.Iron MarkIron Mark is always placed in top-right cornerDistance from top and right is 1/2 of X.XMarket specific informationThe sub-heading is set in Volvo Broad, kerning50, centered. Font size is always 1/4 of X. Theleading is always 1pt less than the font size if setin two lines.Body copyBody copy is set left justified 9pt on 11pt leadingin Volvo Sans Regular. Minimal word count 70,maximum word count 100.URL and Phone numberThe URL is always set range right without ‘www’,in Volvo Broad 11pt. Telephone number is always set inVolvo Sans Bold 9pt. Additional ‘call to action’ preceedstelephone number in the same font/size on the samebaseline as the phone number and URL.Price communicationThe price communication type size and leading isdictated by Indesign style sheets.Ad referenceSpace reserved for local advertisementreference if applicable. Place vertically1/4X from border.Features/USPThe placing of bullitpoints/USP’s is always set in theVolvo Sans Bold 9pt on a leading of 11pt range left.Looking at the division of the page, depending onthe amount of text you have, it is possible to put thebullets on two columns and the body in one.Sub-brand logos3/4 height 1 full X wide logo area for endorsementlogos. Place the DRIVe and R-Design in full-color. Ifthe ad is placed in a newspaper use the black andwhite version. This logo size should never be biggerthan the Iron Mark.Item spacingThe space between the text and the lines is always 1/8 of X.1/8 of X below the endorsement logo.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.Grid basedon a4 layout2011 / Volvo Car Corporation Brand Identity Guidelines 123
  • 124. Tactical layout/Communicationmaterialsapr financing0.9% for 36 months€XX.XXX*starting at mrsplease it now for€XXX per monthfor 36 monthsvolvocars.com5 year warranty + 5 year wear tear + 5 year scheduled maintenance*Pliquae minit andiscil et exceperibus, quaturi inis dolorrum ducilibepe laboreribus expla di con nis dit et verum ut videt ad evellit idem. Sedi aspis plis evenis quam, conseque erfero co 56,000k cum qui con conse vel int aut dicitiuri di deles moloreum. Ugitis simus eatpratur aut que od et volorum que ndi coreseq uatio. entiunt harum andici doluptio consedi cus et, cullend itemole ndenda nimus Sciisit explabor aut et voluptiis invelisum eum doluptas quod eum acculpa nimus dolupictem nobitem quidipsus ut laboreped quam non.T 0800 123 456Ugitis simus eat pratur aut que od et volorum que ndi coreseq uatio. entiunt harum andicidoluptio consedi cus et, cullend itemole ndenda nimus. Otaeper spicium enimus, nihitparuptat velicata eosant, item alto ipsum vernatem aut andaece aruti perovitibus etc pipsae.Et mollaces alibeate solent acepelitae. Itateniae etc optates sediae ipicabo ritatendamreratquides doloratusae. Ut acienisi bea voluptatusam dolorerividebis adionsequia sumversped es nestiol uptatecae quam lex etc omnihitatia cum alitis otaeper spicium enimus.Dieter Lochner GmbH – Bismarckstrasse 17 – 12169 Berlin – T 030 794 709 - 30 – autohauslochner.comDieter Lochner GmbH – Bismarckstrasse 17 – 12169 Berlin – T 030 794 709 - 30 – autohauslochner.comyoursyour volvo XC60for €xxx a month*dealerofferadvertising2011 / Volvo Car Corporation Brand Identity Guidelines 124
  • 125. dealerofferadvertisingLockupGrid basedon a5 layoutapr financing0.9% for 36 months€XX.XXX*starting at mrsplease it now for€XXX per monthfor 36 monthsvolvocars.com5 year warranty + 5 year wear tear + 5 year scheduled maintenance*Pliquae minit andiscil et exceperibus, quaturi inis dolorrum ducilibepe laboreribus expla di con nis dit et verum ut videt ad evellit idem. Sedi aspis plis evenis quam, conseque erfero co 56,000k cum qui con conse vel int aut dicitiuri di deles moloreum. Ugitis simus eatpratur aut que od et volorum que ndi coreseq uatio. entiunt harum andici doluptio consedi cus et, cullend itemole ndenda nimus Sciisit explabor aut et voluptiis invelisum eum doluptas quod eum acculpa nimus dolupictem nobitem quidipsus ut laboreped quam non.T 0800 123 456Ugitis simus eat pratur aut que od et volorum que ndi coreseq uatio. entiunt harum andicidoluptio consedi cus et, cullend itemole ndenda nimus. Otaeper spicium enimus, nihitparuptat velicata eosant, item alto ipsum vernatem aut andaece aruti perovitibus etc pipsae.Et mollaces alibeate solent acepelitae. Itateniae etc optates sediae ipicabo ritatendamreratquides doloratusae. Ut acienisi bea voluptatusam dolorerividebis adionsequia sumversped es nestiol uptatecae quam lex etc omnihitatia cum alitis otaeper spicium enimus.Dieter Lochner GmbH – Bismarckstrasse 17 – 12169 Berlin – T 030 794 709 - 30 – autohauslochner.comDieter Lochner GmbH – Bismarckstrasse 17 – 12169 Berlin – T 030 794 709 - 30 – autohauslochner.comyoursyour volvo XC60for €xxx a month*Sub-headingThe sub-heading is set in Volvo Broad, kerning50, range right. Font size is always 1/4 of X.Space between the sub-heading and headingis always 1/4 of X above and below (see A).AHeadlineThe headline is set in Volvo Broad, kerning 50,range right. Maximum word count 6. Max in twolines (cap height is variable according to lengthof line) See next page. Max height of font is 1full and 3/4 of X the minimum height is a full X.Iron MarkIron Mark is always placed in top-right cornerDistance from top and right is 1/2 of X.Ad referenceSpace reserved for local advertisementreference if applicable. Place vertically1/4X from border.Market specific informationThe sub-heading is set in Volvo Broad, kerning50, centered. The leading is always 1pt less thanthe font size if set in two lines.Item spacingThe space between the text and the linesis always 1/8 of X. 1/8 of X below theendorsement logo.URL and Phone numberThe URL is always set range right without ‘www’,in Volvo Broad 11pt. Telephone number is alwaysset in Volvo Sans Bold 9pt. Additional ‘call toaction’ preceeds telephone number in the samefont/size on the same baseline as the phonenumber and URL.Legal textLegal requirements, terms and conditions,price and/or emission statements are inVolvo Sans, left justified and set as smallas legally possible.Body copyBody copy is set left justified 9pt on 11pt leadingin Volvo Sans Regular. Minimal word count 70,maximum word count 100.Sub-brand logos3/4 height 1 full X wide logo area for endorsementlogos. Place the DRIVe and R-Design in full-color. Ifthe ad is placed in a newspaper use the black andwhite version. This logo size should never be biggerthan the Iron Mark.1/4 XPrice communicationThe price communication type size and leading isdictated by Indesign style sheets.3/4 XX1/8 XDealer areaDealer max area for single logo is 1 full and 1/3 X width by 1/2X height. For multiplelogos max gutter is 1/8X. The dealer name is set in Volvo Bold 7pt on 9pt leading the restof the adress and or URL is the Volvo Regular.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 125Tactical layout/Communicationmaterials
  • 126. MPUTactical layout/Communicationmaterials2011 / Volvo Car Corporation Brand Identity Guidelines 126
  • 127. MPUlockupTactical layout/CommunicationmaterialsX=HeightofIronmark(50x48px)Sub-heading*Your Volvo nameplate’, for example ‘Your Volvo XC60’ or‘Your Volvo nameplate sub brand’, for example ‘YourVolvo XC60 DRIVe’ is Volvo Broad, kerning 45, range right.Font size is 20pt max.; this also applies to the price offer.Sub-heading‘Your Volvo _’ is set in Volvo Broad, kerning45, range right. Font size is 22pt max.HeadlineThe headline is set in Volvo Broad, kerning45, range right. Font size is 134pt max.Call to ActionSet in Volvo Sans;, right range, maxsize 10pt. Should link to relevantmodel page on GIPSpacing between Sub-heading andHeadline and Call to Action is equallyspaced at 1/8 x.The sizes of the headlines can beadjusted to accommodate localtranslations, always observing thespacing and copy ratio specificationsprovided.*Text should only be used in blackand/or white based on visibility in layout.Car positioningThe car is the main focus of all digital material. The car should be prominent – butnot scaled too big. Remember, the rich and luxurious environment of each imagealso plays an important role. The car shouldn’t be centered to allow space for theheadline.1/3 X1/3 X1/8 X1/8 XXXLegal 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 127Iron MarkIron Mark is always placed in top-right cornerDistance from top and right is 1/3 o f X.Iron MarkIron Mark is always placed in top-right cornerDistance from top and right is 1/3 o f X.Headline*The headline is set in Volvo Broad,kerning 45, range right. Font size is85pt max.
  • 128. Tactical layout/Communicationmaterials2011 / Volvo Car Corporation Brand Identity Guidelines 128Leaderboard
  • 129. Tactical layout/CommunicationmaterialsLeaderboardlockupX=HeightofIronmark(67x65px)Sub-heading*Your Volvo nameplate’, for example ‘YourVolvo XC60’ or ‘Your Volvo nameplate subbrand’, for example ‘Your Volvo XC60 DRIVe’is Volvo Broad, kerning 45, range right.Font size is 20pt max.Sub-heading*‘Your Volvo _’ is set in VolvoBroad, kerning 45, range right.Sub-heading, headline and callto action should not exceed X.Headline*The headline is set in VolvoBroad, kerning 45, range right.Sub-heading, headline and callto action should not exceed X.Headline*The headline is set in Volvo Broad, kerning 45,range right. Font size is 58pt max.*Text should only be used in blackand/or white based on visibility in layout.Legal 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 129Iron MarkIron Mark is always placed in top-right cornerDistance from top and right is 1/3 o f X.Iron MarkIron Mark is always placed in top-right cornerDistance from top and right is 1/3 o f X.Call to ActionSet in Volvo Sans;, right range, max size 8pt. Shouldlink to relevant model page on GIP. Sub-heading,headline and call to action should not exceed X.Spacing between Sub-heading and Headline and Callto Action is equally spaced at 1/12 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 – butnot scaled too big. Remember, the rich and luxurious environment of each imagealso plays an important role. The car shouldn’t be centered to allow space for theheadline.1/3 X1/3 X1/3 X 1/3 X1/3 X1/3 XXX1.2 X
  • 130. SkyscraperTactical layout/Communicationmaterials2011 / Volvo Car Corporation Brand Identity Guidelines 130
  • 131. 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.Call to ActionSet in Volvo Sans;, right range, max size 7pt.Should link to relevant model page on GIP.Spacing between Sub-heading and Headline andCall to Action is equally spaced at 1/8 x.The sizes of the headlines can be adjusted toaccommodate local translations, always observingthe spacing and copy ratio specifications provided.SkyscraperlockupTactical layout/CommunicationmaterialsIron MarkIron Mark is always placed in top-right cornerDistance from top and right is 1/5 of X.Sub-heading*‘Your Volvo nameplate’, for example ‘Your Volvo XC60’ or‘Your Volvo nameplate sub brand’, for example ‘YourVolvo XC60DRIVe’ is Volvo Broad, kerning 45, range right. Font size is 13pt maxSub-heading*‘Your Volvo _’ is set in Volvo Broad, kerning 45,range right. Font size is 13pt max.Legal 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.*Text should only be used in blackand/or white based on visibility in layout.X=HeightofIronmark(51x49px)2011 / Volvo Car Corporation Brand Identity Guidelines 131Headline*The headline is set in Volvo Broad, kerning 45,range right. Font size is 53pt max.Headline*The headline is set in Volvo Broad, kerning 45,range right. Font size is 53pt max.1/5 X1/5 X1/5 X1/5 X1/8 X1/8 X1/8 X1/5 X1/5 XXX
  • 132. Social media is an inherent part of the engagement and searchprocess for people and there will be times when directing people tosocial channels is appropriate for a specific campaign or idea.Where social media is the primary channel for engagement and thecampaign or idea is driven to by broadcast media, we address it in away that maintains our luxury brand position. Simply and elegantly.For Print and OOH executions we address social media prompts as asingle link only, just as you would treat a website e.g. visit facebook.com/volvocars.For TV and Cinema executions there must be no social media links.When it comes to digital banners and online content, use the callto action to prompt click-through to the appropriate social platformwhen relevant to the consumer journey e.g. Discover more onYouTube.Social media icons can be used sparingly on websites and contentheavy landing pages to provide quick visual references for peoplesearching for social platform connection.communicationmaterials/SOCIALMEDIAUsing Socialmediaprompts inbroadcastchannels2011 / Volvo Car Corporation Brand Identity Guidelines 132
  • 133. facebook.com/Volvomuscled upyour volvo xc60Aut vellaborunt delest est veles debitiae qui con pratiocoremoditis officidel sweatiusd anditas nimillau tatusam,torumqui vendigenimi, nycon cullupt aquisseces doluptasequisi molorae preiciatis etmaque nienimagnam et esteofficid endandit quatesti sequisi molorae preiciatis et, quenieniagnam ommolor rem utet quam eos dolut quamenditvel minus, ulliqui cum repres doluptur. Consequam in nusdit lique venis cum elit uatesti ommolor rem.Sorita culla exero voluptas volupta tionseq uostiam inventoipiene niam ipita ditatib usandae sed magniet. The XC60is designed around you.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.facebook.com/VolvoEndandit 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.For Print and OOH executions we address social mediaprompts as a link only, just as you would treat a websitee.g. visit facebook.com/volvocars.communicationmaterials/SOCIALMEDIAUsing SocialmediapromptsIN BRANDADVERTISING2011 / Volvo Car Corporation Brand Identity Guidelines 133
  • 134. twitter.com/volvocarsglobal*Pliquae minit andiscil et exceperibus, quaturi inis dolorrum ducilibepe laboreribus expla di con nis dit et verum ut videt ad evellit idem. Sedi aspis ntisque plis evenis quam, conseque erfero co 56,000kcum qui con conse vel int aut dicitiuri di deles moloreum. Sciisit ut explabor aut et voluptiis invelisum eum doluptas quod eum acculpa nimus dolupictem. Nobitem quidipsus ut laboreped quam nonearuptassi dolessit, tem faceptat que nihilique vit moles sit exes etusa net abor sum volupient. Otaea Luptibusam eictotaquas re volupta tenetum expla velecus eius, tem ressum quissum laut as.• Uptas adi beate con ealitis estatur • Hicias exera porunti rem fugitas• Rferia ullorae rferia voluptatur at• Nemporro blati nonsenem • Et hicae omnitium autemqui tet• Sitium rescimi senis aboratem• Qweum facides tisqueOvitate el ide porerepellam veniaspelest assunt maio dolorem porrovit, sim quodist iorruptiaautatem vel ipiendelecae exerentore ne et eiciur, solo magnam, oditatis acia quatiae. Pit velmaximus undentum quam, sunto es atem a ducium fugiaep udissiti sinihicillor re omnihitaut alit. Ovitate el ide porerepellam veniaspelest assunt maio dolorem porrovit, sim quodistiorruptia autatem vel ipiendelecae exerentore ne et eiciur, solo magnam, oditatis acia quatiae.Pit vel maximus undentum quam, sunto es atem a ducium fugiaep udissiti sinihicillor re omnihitdolorem aut alit, veniaspelest assunt maio dolorem fugit voluptae lorum ipsum etc dolorus alto.T 0800 123 456yoursyour volvo XC60for €xxx a month*5 year warranty + 5 year wear tear + 5 year scheduled maintenancetwitter.com/volvocarsglobal*Pliquae minit andiscil et exceperibus, quaturi inis dolorrum ducilibepe laboreribus expla di con nis dit et verum ut videt ad evellit idem. Sedi aspis ntisque plis evenis quam, conseque erfero co 56,000kcum qui con conse vel int aut dicitiuri di deles moloreum. Sciisit ut explabor aut et voluptiis invelisum eum doluptas quod eum acculpa nimus dolupictem. Nobitem quidipsus ut laboreped quam nonearuptassi dolessit, tem faceptat que nihilique vit moles sit exes etusa net abor sum volupient. Otaea Luptibusam eictotaquas re volupta tenetum expla velecus eius, tem ressum quissum laut as.• Uptas adi beate con ealitis estatur • Hicias exera porunti rem fugitas• Rferia ullorae rferia voluptatur at• Nemporro blati nonsenem • Et hicae omnitium autemqui tet• Sitium rescimi senis aboratem• Qweum facides tisqueOvitate el ide porerepellam veniaspelest assunt maio dolorem porrovit, sim quodist iorruptiaautatem vel ipiendelecae exerentore ne et eiciur, solo magnam, oditatis acia quatiae. Pit velmaximus undentum quam, sunto es atem a ducium fugiaep udissiti sinihicillor re omnihitaut alit. Ovitate el ide porerepellam veniaspelest assunt maio dolorem porrovit, sim quodistiorruptia autatem vel ipiendelecae exerentore ne et eiciur, solo magnam, oditatis acia quatiae.Pit vel maximus undentum quam, sunto es atem a ducium fugiaep udissiti sinihicillor re omnihitdolorem aut alit, veniaspelest assunt maio dolorem fugit voluptae lorum ipsum etc dolorus alto.T 0800 123 4565 year warranty + 5 year wear tear + 5 year scheduled maintenanceFor Print and OOH executions we address social mediaprompts as a link only, just as you would treat a websitee.g. visit facebook.com/volvocars.communicationmaterials/SOCIALMEDIAUsing Socialmediaprompts inTACTICALADVERTISING2011 / Volvo Car Corporation Brand Identity Guidelines 134
  • 135. communicationmaterials/SOCIALMEDIAUsing Socialmediapromptsin DIGITALADVERTISINGWhen it comes to digital banners and online content,use the call to action to prompt click-through to theappropriate social platform when relevant to theconsumer journey e.g. Discover more on YouTube2011 / Volvo Car Corporation Brand Identity Guidelines 135
  • 136. YOUR VOLVOSELEKTStationaryGUIDELINESInterim solutions for Selekt are available now and available todownload on VCCP.SELEKT AND FLEETCOMMUNICATION2011 / Your Volvo Selekt Stationary Guidelines 136
  • 137. After Sales andServiceAll information and artwork guidelines for After Sales and Service areavailable in the VCCS Communication HUB. Please apply for accessat http://www.vccshub.marketsupport.net.2011 / Volvo Car Corporation Brand Identity Guidelines 137
  • 138. crmTactical layout/CommunicationmaterialscrmThe purpose of this document is to provide some simple guidelines tohelp you implement the new brand expression and ‘Designed AroundYou’ in CRM materials.In many ways, CRM is the perfect medium in which to express‘Designed Around You’. We are able to talk directly to consumersvia their inbox, postbox and beyond. We should strive to use dataintelligently to make our messages more personalised and relevant.It is vital that this ethos of ‘Designed Around You’ comes through loudand clear in all our communications. It is more important to createconcepts that talk directly to our target audience than it is to followevery single rule in these guidelines to the letter.In the following pages you’ll find information on how to createcompelling emails and direct mail pieces, plus a few general rulesto follow. We’ve also included a little on how to use new technologyto enhance your CRM communications.2011 / Volvo Car Corporation Brand Identity Guidelines 138
  • 139. 2011 / Volvo Car Corporation Brand Identity Guidelines 139WHAT ISCRM?introduction “Customer Relationship Management (CRM) is a business philosophyto strengthen the connection between the brand and the consumer.The relationship has to be mutually beneficial and consumers shapehow they want to engage.”Core to building this relationship is the collection and use of data.The more comprehensive the data we hold, the more relevant andimpactful the communication will be. It is therefore essential thateveryone within Volvo collects data on customers and prospects,where appropriate, so it can be used in CRM to bring ‘DesignedAround You’ to life.CRM can be used for a variety of different purposes – brand building,increasing loyalty, product launches, tactical offers and lifecyclemanagement. But CRM is not limited to direct mail and email.Wherever you have a direct relationship, with customers or prospects,CRM comes into play – whether that’s Social CRM via Facebook andYouTube or via apps. The more you use what you know about thecustomer or prospect during this interaction, the closer they will feeltowards the brand. And the closer they feel, the more likely they areto purchase.
  • 140. 2011 / Volvo Car Corporation Brand Identity Guidelines 140emailintroduction Due to its low cost, quick turnaround and interactivity, email is fastbecoming the dominant channel for the delivery of CRM. Unlikedirect mail where delivery through a customer’s front door is almostguaranteed, you have to be more careful with email. You need toensure that the message gets delivered directly into customers’and prospects’ inbox – this may sound obvious but it takes carefulmanagement.An unopened email isn’t just a wasted opportunity with a recipient,it can also affect ongoing deliverability of communications to yourentire email base. Email clients such as Hotmail and Google Maillook at the relevance of emails being sent – if they are opened andactioned they are far more likely to be delivered intact (i.e. with allthe images loaded). However, if emails are not opened or actionedthe reverse can happen; they could be delivered without images pre-loaded or worse not delivered into the inbox at all, instead arriving inthe dreaded junk mail box.What do you need to do to counter this? Ensure your emails arerelevant for the recipient. This means careful thought needs to begiven to who should receive the communication – just because emailis cheap doesn’t mean everyone should be sent everything. This willjust lead to an increase in unsubscribe rates and affect your overallsender accreditation scores. As well as considering who your emailsare going to, you also need to think about the message you aresending – and this is where email has a huge advantage over directmail. By building an understanding of the type of information therecipient reads means you can deliver more of what they like and lessof what they don’t via dynamic content.The result of this will be increased open and click- through rates,which not only increase the performance of the activity but alsoimpact the effectiveness of all your email activity.
  • 141. 2011 / Volvo Car Corporation Brand Identity Guidelines 141direct mailintroduction Where email wins on price and speed, direct mail is still the best wayof delivering really impactful CRM messages. Why? Because youare delivering something physical for people to interact with in theirhomes and at their leisure. And because you are getting your brandinto people’s homes, you have to make sure it is done in such a waythat builds their consideration for your product.The best pieces of direct mail invite people to explore more aboutthe brand and provide real depth to a campaign, they are not aboutreplicating what people see elsewhere but about moving them alongthe path towards purchase or repurchase. You have the space and thetime to deliver powerful, impactful messages. Some of these may beabout the brand; some will be tactical offers – the unifying trait has tobe that they deliver real impact to justify the investment.The type of pack you use clearly depends on the budget you haveavailable and the objective of the activity:Mailpacks – When you have lots to say there is nothing betterthan sending a mailpack. You can break down the communicationinto logical blocks and include materialsthat help deliver the message you are trying to get across. Forexample, the most successful augmented reality campaigns haveused direct mail to deliver the activation device (rather than the usershaving to download it, print it and cut it out – all of which acts asbarriers to participation). The other advantage of direct mail packs isyou can include reminder devices, such as fridge magnets or calendarstickers, which recipients can use to mark specific events, from aninvite to see a new car launch, to service reminders.One piece mailers – These still have the advantage of gettingyour brand into recipients’ homes and provide you space to delivercompelling messages, but you don’t have the opportunity toinclude the interaction devices you can with mailpacks – so yourcommunication will be less impactful.Postcards are fantastic for communicating focused, simplemessages or tactical offers. These are great for single-mindedactivation messages but are not to be used as brand buildingdevices.
  • 142. photography2011 / Volvo Car Corporation Brand Identity Guidelines 1422011 / Volvo Car Corporation Brand Identity Guidelines 142A few basicspart 1
  • 143. 2011 / Volvo Car Corporation Brand Identity Guidelines 143TONEOF VOICEAll CRM material must speak in a consistent tone of voice with allother materials produced for above-the-line advertising and online.This means we should be personal and human at all times. Here’swhat we mean:• We have a soul. There’s a warm glow about us that no-one else has. We state positive customer benefits, rather than engineering features• We are optimistically straightforward. We’re honest, sincere and friendly, whilst still being fun. We don’t overcomplicate things and don’t use jargon• We are flirtatious and seductive. Our communications are intriguing and more emotive. We tell people about our best bits, without labouring the detailIf we stick to these simple rules, our copy will have a personalsense of empathy. All our CRM materials will demonstrate a betterunderstanding of people than our competition.
  • 144. 2011 / Volvo Car Corporation Brand Identity Guidelines 144TYPOGRAPHYHeadlines should be ranged right, in Volvo BroadHeadline tracking should be on 30Headlines should be ranged right, in Volvo Broad andwith the name(s) of the cars above the main headlineHeadline and subheadTypography
  • 145. 2011 / Volvo Car Corporation Brand Identity Guidelines 145HEADLINESANDSUBHEADSUsing subheads and headlines togetherHeadline and subheadTypographyTypographyHeadline and subheadHeadlines should be ranged right, in Volvo Broad and withthe name of the car(s) in the top section of the headlineThe first part of the headline can be emphasised ifnecessary
  • 146. 2011 / Volvo Car Corporation Brand Identity Guidelines 146PositioningandalignmentHeadline is placed in bottom left of the page(as not legible if beneath the Volvo logo) butthe block of text is still right-aligned.Preferred optionHEADLINE AND SUBHEADTYPOGRAPHYHEADLINE AND SUBHEADTYPOGRAPHYHEADLINE AND SUBHEADTYPOGRAPHYHeadlines and subheads should be right-aligned, but placed whereveron the image they work best, preferably beneath the Volvo logo. It isimportant that the headline sits in the place where it is most legibleand eye-catching – as long as it is right-aligned. Please see belowfor examples.
  • 147. Body copyWhen designing an inside spread of a brochure,body copy should be justified, but can be placedwherever on the page looks best. The headlineshould be aligned to the right edge of the copy.Body copy font size should be 10pt on 14pt leading.It should be printed in 85% black.2011 / Volvo Car Corporation Brand Identity Guidelines 147Body copyDouble page spreadThis text is displayed in the typeface, size, weight and measure thatwill be used on the finished product. This sample indicates a realisticvisual impression, and helps to judge the total effect.The typographic design is an extremely important part of the whole.As you can see, it is very legible and begs to be read. Another usefulfunction of indicating text to size, is the ability to see how manywords will fit in the available space.For instance, from the beginning of the sample to the end of thisparagraph totals one hundred words.Headline and subheadTypography
  • 148. 2011 / Volvo Car Corporation Brand Identity Guidelines 148Iron markA3 – 26MMEmail – 60 pixelsMOBILE – 50 pixelsA5 – 17MMA4 – 20MMPrinted CRM materialsThe iron mark should be scaled to different sizes, depending onthe paper size it will be printed on.EmailThe iron mark should always be 60 pixels with 20 pixels clearancewhen used on email at 72dpi.MobileThe iron mark should always be 50 pixels with 17 pixels clearancewhen used on mobile-optimised emails at 72dpi.
  • 149. emailpart 22011 / Volvo Car Corporation Brand Identity Guidelines 149
  • 150. 2011 / Volvo Car Corporation Brand Identity Guidelines 150InTRODUCTIONTO EMAILSA word on emailsDesigning an email that is incredibly hard-working and responsive,yet retaining the premium understated feel of the brand, is a trickybalancing act. Too many buttons, links and price points can make theemail feel cheap and downmarket; too little and your email can lookmore like a press ad – beautiful but not responsive.The important thing with emails is to implement a test and learnstrategy – by measuring what works and what doesn’t we candynamically alter the design and content of our emails to make themas effective as possible.The hints and tips over the following pages will help you create emailswhich not only support and reflect the new brand expression, but alsodeliver click-throughs and, ultimately, car sales.
  • 151. 2011 / Volvo Car Corporation Brand Identity Guidelines 151Subject: Our latest models are ready to launchSOME GOODPRACTICESubjectSubject line – probably the most important element in any email – do not forget it!ButtonsClear CTA and SoMe buttons.Clear salutation.Subject lineEnsure the first section of body copy in the email summarisesits content, in case it’s viewed in Gmail. Follow with an option toview in a browser and a reminder to add us to address books.CGI modelsUse the CGI models when selling more than onemodel, but ensure they are ‘captioned’ and that thecaption links to further info down the email.
  • 152. 2011 / Volvo Car Corporation Brand Identity Guidelines 152MULTIPLEMODEL EMAIL BackgroundBlend down the email’s main image to create acontinuous background for the rest of the email.HeadlinesUse Volvo Broad for headlines and names of cars.ImagesAvoid hard edges or frames on images.LinesYou can use dotted lines to separate sections.CopyEnsure that copy contains links to test drive/requesting abrochure, or to more information on a specific model or offer.ButtonEnd each model section with a clear CTA buttonand links to the other sections in the email.
  • 153. 2011 / Volvo Car Corporation Brand Identity Guidelines 153MULTIPLEMODEL EMAILCONTINUEDButtonRepeat CTA and SoMe buttons from the top of the email.Don’t forget to feature the fuel consumption figures.Place Ts Cs at the bottom of the email.Include a clear ‘Unsubscribe’ link.
  • 154. 2011 / Volvo Car Corporation Brand Identity Guidelines 154SINGLEMODELEMAILSnon-CGIWhere the email is about a specific model, a non-CGI shot should be used andblended upwards or downwards to provide a flat colour backdrop for the body copy.All other email guidelines – in terms of both copy and design – apply.
  • 155. 2011 / Volvo Car Corporation Brand Identity Guidelines 155NONMODELSPECIFICEMAILSFull bleed photoWhere the email is not about either a specific model OR a finitenumber of cars e.g. the three models shown in a previous email – a fullbleed photo should be used as the main background for the piece.This could be a lifestyle shot or an interior car shot in which the modelis not explicit but the warmth and luxury of the interior shines through.The shot should then be blended upwards or downwards to provide aflat colour on which the body copy can be positioned.
  • 156. 2011 / Volvo Car Corporation Brand Identity Guidelines 156Remember ‘ALT’ tags‘ALT’ tags (the captions that appear when images haven’t downloaded) are a vital partof any email – they can be read by specialist software so the visually impaired know thecontent of your email. It is considered best practice to send out an email with ‘ALT’ tags.THE IMPORTANCE OFTHE LITTLE THINGSAlt tags
  • 157. part 3DIRECT MAIL2011 / Volvo Car Corporation Brand Identity Guidelines 157
  • 158. 2011 / Volvo Car Corporation Brand Identity Guidelines 158DIRECTMAIL PACKSTraditionally, a direct mail pack consists of four elements – anouter envelope, a personalised letter, a brochure or leaflet anda datacapture form. It is important that the DM pack features aconsistent concept which tracks through from the outer to the leafletand letter. More detailed guidelines on these elements can be foundon the following pages.Direct mail packs can be almost any shape or size. Large or unusualshapes are often more expensive to print and mail but often producebetter response rates. Smaller standard formats (e.g. A5, DL) aremore cost effective but have less standout.Another way of increasing response in a DM pack is the inclusion ofa relevant involvement device – for example, a key fob or a car carekit. As long as this extra ‘thing’ supports the idea and doesn’t devaluethe brand, this can help the consumer engage with the pack and drivemore revenue.
  • 159. 2011 / Volvo Car Corporation Brand Identity Guidelines 159OuterEnvelopeREADY FOR LAUNCHTHE VOLVO S60, V60 and XC60Want to know more about the improved Volvo range? We’vecreated some short films so you can fully experience the giant leapforward our cars have made. How you watch them is up to you:SCAN THE QR CODESYou can scan the QR codes in the top left of each photocard usingyour smartphone to automatically load the films. If you don’t alreadyhave a QR code reader, these can be easily downloaded.ViEw ON YOUR COmpUTERYou can watch the films on your computer by simply visitingvolvocars.com/intl/S60film, volvocars.com/intl/V60film orvolvocars.com/intl/XC60filmViSiT OUR YOUTUbE pAgEYou’ll find loads of films to watch on our YouTube page. Simply visityoutube.com/VolvoCarsNews and click on the latest videos.wATCH ON FACEbOOkWe’ve also put the films on our Facebook page. If you haven’talready, search for ‘Volvo’ and like our page to view them.EXpERiENCEVOLVO YOUR wAYIf undelivered, please return to: local market return addressppiCustomer nameAddress1Address2Address3PostcodeREADY FOR LAUNCHTHE VOLVO S60, V60 and XC60Want to know more about the improved Volvo range? We’vecreated some short films so you can fully experience the giant leapforward our cars have made. How you watch them is up to you:SCAN THE QR CODESYou can scan the QR codes in the top left of each photocard usingyour smartphone to automatically load the films. If you don’t alreadyhave a QR code reader, these can be easily downloaded.ViEw ON YOUR COmpUTERYou can watch the films on your computer by simply visitingvolvocars.com/intl/S60film, volvocars.com/intl/V60film orvolvocars.com/intl/XC60filmViSiT OUR YOUTUbE pAgEYou’ll find loads of films to watch on our YouTube page. Simply visityoutube.com/VolvoCarsNews and click on the latest videos.wATCH ON FACEbOOkWe’ve also put the films on our Facebook page. If you haven’talready, search for ‘Volvo’ and like our page to view them.EXpERiENCEVOLVO YOUR wAYIf undelivered, please return to: local market return addressppiCustomer nameAddress1Address2Address3PostcodeFront BACKObviously, the PPI will be positioned top right,meaning that the iron mark will have to go elsewhere(see note on bottom right).If the iron mark needs to go on the same side as the PPI (on a postcard,for example) it should be positioned in the bottom right corner. Preferablythough it should be placed top right on the other side of the envelope.Where the pack features more thanone car, the CGI models can be used.Alternatively appropriate lifestyle shots orinterior car shots can be used.
  • 160. 2011 / Volvo Car Corporation Brand Identity Guidelines 160S60 V60 XC60THE VOLVO S60, V60 AND XC60a giant leap forwardSAVE €XX,XXXON THE VOLVO S60 OR V60space for marketspecific offerdear Mr sample,the most important thing in any Volvo is you, the driver. and that’s why we wanted you to be the first to knowabout the giant leap forward our cars have made in the last few years.Get behind the wheel of the Volvo s60, V60 or XC60 and you’ll soon experience the difference. thesecars truly drive like no other previous Volvo. the handling is razor sharp. engines are thrillingly powerful.the steering is light and responsive and the gearbox is incredibly smooth. together they make for anexhilarating drive.But it’s not all about the dynamic driving experience (impressive though it is). there are plenty of otherreasons why the Volvo s60, V60 and XC60 are our most breathtaking Volvos yet. there’s Volvo sensus,the future friendly interface that puts your Volvo’s information, audio and driver support controls in oneconvenient place using a full colour screen. there’s also the groundbreaking City safety system, whichcomes as standard on all three cars. this ingenious technology can stop the car automatically and help youavoid collisions in slow moving traffic.We’ve launched a brand new engine too. the 215 hp d5 diesel has been fine-tuned to give you formidablepower and lower emissions. and you can benefit from even greater efficiency if you choose one of theeconomical 1.6d dRiVe models.take a look through the enclosed photocards to find out more about the latest generation of Volvos. andif you’d like to see even more, simply scan the QR codes on the top left of the cards with your smartphoneto watch our exciting films.the latest updates to the Volvo range have been designed around you. Will you be in the driver’s seat? Call01234 567 890 to book a test drive or visit volvocars.com for more information.Yours sincerely,Signaturename and job titleVolvo marketLetterMULTIPLEMODELSC30 C70S40 S60 S80V50 V60 V70XC60 XC70 XC90EXPERIENCE THE UPDATED VOLVO RANGE FOR YOURSELFMoisten, fold and seal Moisten, fold and sealMoisten,foldandsealUm nonsedi di officil is et elestor ehentiaerat esti cum vollamenihillest, sin nisque velendel magnatur arum explisUm nonsedi di officil is et elestor vollam velendelmagnatur arum:Data Protection. Um nonsedi di officil is et elestor ehentiaerat esti cum vollamenihillest, sin nisque velendel magnatur arum explis minullia sam laborporerum arumaut modi dollamus, omnis eum volent re, qui blantus daectesti bero eos pelesedmagnimet la natus ratemque nonse rem voluptur, volest et volo con endi blam,consequiant adit ut quati te cum qui dis pe officate inum, omnim non porendipsamsites si te explabore, officip idunt, quation ectus. Unt. Is dictias con nem adi officinienis in prerro omnim consedio. At derepelit quamusamus estia doluta as int. Amquis adicimus dent quas aut etur sed qui offic tem lab ium niscidem si iur arcipietacipsam ipsanimil idi am, aliquib usdande litaturem ipsaped quae .About youIf you’d like a test drive, just leave us a phone number belowso we can get in touch:DaytimeEveningMobileIf you are happy to receive text messages, please put an‘X’ hereTo receive the latest Volvo news, together with exclusiveoffers and competitions, enter your email address below:your next carWhen are you likely to replace your car?E.g. December 2011 = 12/2011 /Moisten,foldandsealMoisten,foldandsealMoisten,foldandsealS60 V60 XC60FPOTHE VOLVO S60, V60 AND XC60a giant leap forwardwww.volvocars.comRegistered Göteborg, swedenRegistration no. 556074-3089Volvo Car CorporationCorporate Communicationsdep 50230, PVH 50se-405 31 Göteborg, swedenSAVE €XX,XXXON THE VOLVO S60 OR V60space for marketspecific offerMr A Sample123 Sample StreetSample TownSampleshireSA1 2ASdear Mr sample,the most important thing in any Volvo is you, the driver. and that’s why we wanted you to be the first to knowabout the giant leap forward our cars have made in the last few years.Get behind the wheel of the Volvo s60, V60 or XC60 and you’ll soon experience the difference. thesecars truly drive like no other previous Volvo. the handling is razor sharp. engines are thrillingly powerful.the steering is light and responsive and the gearbox is incredibly smooth. together they make for anexhilarating drive.But it’s not all about the dynamic driving experience (impressive though it is). there are plenty of otherreasons why the Volvo s60, V60 and XC60 are our most breathtaking Volvos yet. there’s Volvo sensus,the future friendly interface that puts your Volvo’s information, audio and driver support controls in oneconvenient place using a full colour screen. there’s also the groundbreaking City safety system, whichcomes as standard on all three cars. this ingenious technology can stop the car automatically and help youavoid collisions in slow moving traffic.We’ve launched a brand new engine too. the 215 hp d5 diesel has been fine-tuned to give you formidablepower and lower emissions. and you can benefit from even greater efficiency if you choose one of theeconomical 1.6d dRiVe models.take a look through the enclosed photocards to find out more about the latest generation of Volvos. andif you’d like to see even more, simply scan the QR codes on the top left of the cards with your smartphoneto watch our exciting films.the latest updates to the Volvo range have been designed around you. Will you be in the driver’s seat? Call01234 567 890 to book a test drive or visit volvocars.com for more information.Yours sincerely,Signaturename and job titleVolvo marketIron markPosition the iron mark top right.FoldedThink about how the letter will be folded; the cars should bepositioned at the top or the bottom of the letter accordinglyCaption models when more than one car is featured.HeadlinesHeadlines should be ranged right, in Volvo Broad and with thename(s) of the cars above the main headline.Letter copyLetter copy should be justified. 10pt on 14pt leadingBackgroundThe background of the letter should be a wash of 20% or lessto allow for lasering, blended down (or up) from the imageryused on the letter. Please remember that CGIs must be used inconjunction with ‘evening’ or ‘morning’ backgrounds.
  • 161. 2011 / Volvo Car Corporation Brand Identity Guidelines 161C30 C70S40 S60 S80V50 V60 V70XC60 XC70 XC90EXPERIENCE THE UPDATED VOLVO RANGE FOR YOURSELFMoisten, fold and seal Moisten, fold and sealMoisten,foldandsealUm nonsedi di officil is et elestor ehentiaerat esti cum vollamenihillest, sin nisque velendel magnatur arum explisUm nonsedi di officil is et elestor vollam velendelmagnatur arum:Data Protection. Um nonsedi di officil is et elestor ehentiaerat esti cum vollamenihillest, sin nisque velendel magnatur arum explis minullia sam laborporerum arumaut modi dollamus, omnis eum volent re, qui blantus daectesti bero eos pelesedmagnimet la natus ratemque nonse rem voluptur, volest et volo con endi blam,consequiant adit ut quati te cum qui dis pe officate inum, omnim non porendipsamsites si te explabore, officip idunt, quation ectus. Unt. Is dictias con nem adi officinienis in prerro omnim consedio. At derepelit quamusamus estia doluta as int. Amquis adicimus dent quas aut etur sed qui offic tem lab ium niscidem si iur arcipietacipsam ipsanimil idi am, aliquib usdande litaturem ipsaped quae .About youIf you’d like a test drive, just leave us a phone number belowso we can get in touch:DaytimeEveningMobileIf you are happy to receive text messages, please put an‘X’ hereTo receive the latest Volvo news, together with exclusiveoffers and competitions, enter your email address below:your next carWhen are you likely to replace your car?E.g. December 2011 = 12/2011 /Moisten,foldandsealMoisten,foldandsealMoisten,foldandsealFPOwww.volvocars.comRegistered Göteborg, swedenRegistration no. 556074-3089Volvo Car CorporationCorporate Communicationsdep 50230, PVH 50se-405 31 Göteborg, swedenSAVE €XX,XXXON THE VOLVO S60 OR V60space for marketspecific offerMr A Sample123 Sample StreetSample TownSampleshireSA1 2ASthe most important thing in any Volvo is you, the driver. and that’s why we wanted you to be the first to knowabout the giant leap forward our cars have made in the last few years.Get behind the wheel of the Volvo s60, V60 or XC60 and you’ll soon experience the difference. thesecars truly drive like no other previous Volvo. the handling is razor sharp. engines are thrillingly powerful.the steering is light and responsive and the gearbox is incredibly smooth. together they make for anexhilarating drive.But it’s not all about the dynamic driving experience (impressive though it is). there are plenty of otherreasons why the Volvo s60, V60 and XC60 are our most breathtaking Volvos yet. there’s Volvo sensus,the future friendly interface that puts your Volvo’s information, audio and driver support controls in oneconvenient place using a full colour screen. there’s also the groundbreaking City safety system, whichcomes as standard on all three cars. this ingenious technology can stop the car automatically and help youavoid collisions in slow moving traffic.We’ve launched a brand new engine too. the 215 hp d5 diesel has been fine-tuned to give you formidablepower and lower emissions. and you can benefit from even greater efficiency if you choose one of theeconomical 1.6d dRiVe models.take a look through the enclosed photocards to find out more about the latest generation of Volvos. andif you’d like to see even more, simply scan the QR codes on the top left of the cards with your smartphoneto watch our exciting films.the latest updates to the Volvo range have been designed around you. Will you be in the driver’s seat? Call01234 567 890 to book a test drive or visit volvocars.com for more information.Yours sincerely,Signaturename and job titleVolvo marketDatacaptureformSHeadlineThe headline should be ranged left to distinguish and highlightthe datacapture form. Only on forms attached below a letter.BackgroundBackground of data capture form should be awash of 20% or less to allow for lasering etc.BackgroundThe background of the data form should be eithera continuation of the image behind the letter or asympathetically coloured photo taken from VCCPartners. Alternatively it can be a plain background.A5 Datacapture form
  • 162. 2011 / Volvo Car Corporation Brand Identity Guidelines 162LetterSINGLEMODELYour VOLVO S60 Drivea velit aniet ut qui aliciet velitaomnihic iendio. Met am reium aliaminvenempor si aditat venducienit et omnitatMr A B Sample,Sample HouseSample StreetSample TownSampleshireAB1 CD2URNcampaign codesource codeDear Mr SampleEfficient. It’s what cars strive to be these days. And we must admit, there are plenty of cold, calculating, economicalmodels to choose from. But what about the thrill of driving? What about cornering that makes your pulse race?What about dramatic bodylines that stir your heart? That’s where the Volvo S60 DRIVe comes in. A car that’s lowin emissions, but high in emotions. A car that’s designed around you.With a chassis made for exhilarating handling, this is the most dynamic, exhilarating saloon we’ve ever made. Optfor the DRIVe version and you’ll be whooping with delight at the figures it produces, too. We’ve made just a fewinnovative modifications so you can achieve just 114 g/km CO2 while enjoying 13% BIK and up to 65.7 milesper gallon* – without compromising style and performance. This means you’ll spend less time filling up, and moretime living it up.Plus, the standard equipment at your fingertips makes every one of those miles something to shout about.Electronic Climate Control. Cruise Control. Volvo Sensus interface with 5-inch colour screen. And City Safetytechnology, the system that helps prevent rear-end collisions in slow-moving traffic.As efficient as any German rival. With a lust-for-life that comes from Scandinavian design. Fill in the form opposite,call 0800 400 430 or visit volvocars.co.uk to test drive the Volvo S60 DRIVe. It’s sure to be emotional.Yours sincerelyTom SmithNational Corporate Operations ManagerVolvo Car CorporationVolvo Car UK LimitedGlobe Park, MarlowBuckinghamshireSL7 1YQwww.volvocars.co.ukBrochure andtest drive requests:0800 400 430Your calls may be monitoredfor training purposesRegistered in Englandand Wales 2281044Registered OfficeGlobe Park, MarlowBuckinghamshireSL7 1YQUT VOLUPTAE. ET QUI NE NONSEQUUNTEM VOLUPICIPID UTEM.PIET REPED QUI NATEM. NEMOSAddress detailsAddress details should be ranged right under the iron mark.They can also be bottom right if an image is being used or ifthe address details are too long at the top.SubheadsSubheads to be pulled out in Volvo Sans bold.Tactical offers and/or CTAs should be positionedbottom right, in Volvo Sans and in capitals.
  • 163. 2011 / Volvo Car Corporation Brand Identity Guidelines 163GENERIClettersVolvo Car UK LimitedGlobe Park, MarlowBuckinghamshireSL7 1YQwww.volvocars.co.ukBrochure andtest drive requests:0800 400 430Customer services:08457 564 636Your calls may be monitoredfor training purposesRegistered in Englandand Wales 2281044Registered Office,Globe Park, Marlow,Buckinghamshire,SL7 1YQMr A B Sample,Sample HouseSample StreetSample TownSampleshireAB1 CD2VOLVO V60 DRIVBiti nisvolupta sperum dolupit ad ea coriasDear Mr SampleThis text is displayed in the typeface, size, weight and measure that will be used on the finishedproduct. This sample indicates a realistic visual impression, and helps to judge the total effect.The typographic design is an extremely important part of the whole. As you can see, it is verylegible and begs to be read. Another useful function of indicating text to size, is the ability to seehow many words will fit in the available space. For instance, from the beginning of the sample tothe end of this paragraph totals one hundred words.QUIS MI, OMNIMAX IMINCTEM SIM VITATIUS EXPERNATIThis text is displayed in the typeface, size, weight and measure that will be used on the finishedproduct. This sample indicates a realistic visual impression, and helps to judge the total effect.The typographic design is an extremely important part of the whole. As you can see, it is verylegible and begs to be read. Another useful function of indicating text to size, is the ability to seehow many words will fit in the available space. For instance, from the beginning of the sample tothe end of this paragraph totals one hundred words.Yours sincerelySignatoryNonest ut ullat. Lique volum rehenda soluptatatem velit omnihil iquodias dis nist fugitemMoMOISTEN, FOLD AND SEALCALL 0800 000 000AUT MI, ATI TECTAS RAE OD QUE SITAYOUR LIV MAGAZINE:CELEBRATING THE SPIRIT OF ADVENTUREVolvo Car UK LimitedGlobe Park, MarlowBuckinghamshireSL7 1YQwww.volvocars.co.ukBrochure andtest drive requests:0800 400 430Customer services:08457 564 636Your calls may be monitoredfor training purposesRegistered in Englandand Wales 2281044Registered OfficeGlobe Park, MarlowBuckinghamshireSL7 1YQMOISTEN, FOLD AND SEALMOISTEN, FOLD AND SEALMOISTEN,FOLDANDSEALMOISTEN,FOLDANDSEALMOISTEN,FOLDANDSEALMOISTEN,FOLDANDSEALPlease put an ‘X’ below to indicate which models you’re interested in:Please send me a brochure about the car(s) I’minterested inYes, please call me about arranging a test driveABOUT YOUIf you’d like to get behind the wheel, just leave us a phonenumber below so that we can get in touch:MobileDaytimeEveningIf you’re happy to receive text messages, please put an ‘X’ here.To receive the latest Volvo news, together with exclusive offersand competitions, enter your email address below:YOUR CURRENT CARWhat is the make, model and registration of your current car?MakeModelRegistrationYOUR NEXT CARWhen are you likely to replace your car?E.g. December 2011 = 12/2011Data ProtectionVolvo Car UK Limited uses information which we hold about customersand potential customers for internal record keeping, dealing withcustomer requests and queries, product development and marketingand fraud prevention. We may share your information with our serviceproviders such as our road-side assistance providers and with othermembers of our corporate group and with dealers or commercialpartners. If you would prefer not to be contacted by post, please putan ‘X’ here .Volvo XC90Volvo XC70Volvo XC60Volvo C70Volvo C30Volvo v70all-new Volvo V60Volvo V50Volvo s80All-new volvo s60Volvo S40If any details on this form are incorrect or incomplete,please amend or complete as appropriate.TEST DRIVE anadventurous volvoDear Sample,Welcome to the latest edition of LIV magazine, your expert guide to the latest Volvo news anddevelopments from around the globe.In anticipation of the excitement and human endeavour to come, we preview the awe-inspiringVolvo Ocean Race – and the stunning Volvo Ocean Race models inspired by this thrilling contestbetween man and the sea.From nature at its rawest, we move to art and celebrate the Volvo XC60 R-design DRIVe by talkingto talented artists in three cities: Bornholm, Leipzig and Lugano. We asked them to interpret the carthrough their chosen medium – and the results are fascinating.Still on the artistic theme, we also examine Pure Design from Scandinavia (the perfect descriptionof Volvo R-design), featuring the amazing, Bauhaus-style aquarium built by Gothenburg-basedproduct designer Karl-Oscar Ankarberg. Plus we meet the talented graphic designers whocrystallise an array of information into ingenious, easily digestible communications.Meanwhile, Volvo’s own designers have been cleverly re-working the Volvo S80 and XC70. Youcan see the product of their labour in a beautifully shot travel feature that takes each of theseprestigious Volvos to the city in the sand: Dubai. Truly a treat for the eye.Talking of treats, if you’d like to book a test drive in any of our fantastic models – or if you’d likeinformation on any car in the Volvo range, simply fill in the form opposite, visit www.volvocars.co.ukor contact your local Volvo dealer. In the meantime, I hope you enjoy this issue of LIV magazine.Until next time.Yours sincerelyMarilyn Bradley-JonesCRM and IM Manager VCUKNamesAddress1Address2Address3Address4Address5URNCampaignSourceWhen designing a generic customer-facing letter we follow the sameguidelines as on the previous pages. The only difference is the imageused to create the background. This can either be a lifestyle shot,a non-model-specific shot or a campaign shot (as in the LIV letteron the left).The only mandatory is that the image can be blended into a 20%flat colour to allow for lasering body copy.You can use a generic letter when model shots are unavailableor if it will improve or support the concept of the CRM pack.
  • 164. 2011 / Volvo Car Corporation Brand Identity Guidelines 164One piecemailerWhen designing one piece mailers, treat the outside as you would theenvelope in a direct mail pack. Then design the inside as you would aleaflet or brochure.
  • 165. 2011 / Volvo Car Corporation Brand Identity Guidelines 165PAPERSTOCKSKeep itpremiumWhen it comes to choosing paper stocks for your mailings, pleasekeep to the minimum guidelines as on following pages. Thicker paperstocks feel more premium and enhance the brand. They are also morelikely to get noticed and improve response rates.
  • 166. 2011 / Volvo Car Corporation Brand Identity Guidelines 166PAPERSTOCKSstandardSTANDARD:Paper: Blade coated FSC Silk/Satin paper. Samples of these typesof paper can be supplied by Swiss Post or EHS4DSWISS POST: Allegro Demi matt/Luxcoat from SAPPI, Maxi WebSatin and Royal Roto satin from IGEPA and Core Silk from DeutschePapierEHS4D: Regency from Howard Smiths and Novatech from AntalisOuters: 150gsm (the 130gsm weight is more suited forconversion, across all markets, compared to 150gsm)Letters: 150gsm is a more substantial weight for a letter to givequality feel and differentiate from leaflet (lighter weight would beused if letters are sent to dealers for them to personalise on desk-toplaser machines)Leaflets/Self–cover brochures: 200gsm as standardwith 170gsm as minimum weightSelf–mailers: 200gsm as standard with 170gsm as minimumweight (if you need to reduce costs by avoiding scoring/creasing)Inserts: 130gsm (this weight has been reduced to 130gsm toavoid surcharges when inserting into various publications)Door drops: 170gsmBrochures: 300gsm for cover, 150gsm for textPostcards: 300gsm
  • 167. 2011 / Volvo Car Corporation Brand Identity Guidelines 167PAPERSTOCKSpremiumPREMIUM:Paper: For premium packs, several types of paper could potentiallybe used (such as uncoated, special matt finishes etc). The type ofpaper would be dependent on the creative concept. For some of theitems in a premium pack there would need to be a higher minimumstandard weight, to ensure the premium feel. These weights areoutlined belowOuters: 250gsmLetters: 170gsm is a more substantial weight for a letter to givequality feel and differentiate from leaflet (lighter weight would beused if letters are sent to dealers for them to personalise on desk-toplaser machines)Leaflets/Self–cover brochures: 200gsmSelf–mailers: 200gsm as standard with 170gsmas minimum weightInserts: 130gsm (this weight has been reduced to 130gsmto avoid surcharges when inserting into various publications)Door drops: 170gsmBrochures: 300gsm for cover, 150gsm for textPostcards: 300gsm
  • 168. These guidelines have been created to both help and inspire you.This style guide is designed to give you the context for the newVolvo GIP3.11 website. Our aim is to give you the essentialinformation so that you can create communications relevantto your local market.This document is strictly intended for internal use.Please use this document in conjunction with the FunctionalSpecification document, and the Design Specification documentin developing your communications.GIP3.11WEBSITEbrand layout/CommunicationmaterialsGIP3.11 WEBSITERead them thoroughlybefore you embark on anycreative project.For general advice ontrademark concerns orintellectual property,please contact:Volvo Car CorporationGlobal Marketing DivisionBrand ManagementDepartmentvccbrands@volvocars.com2011 / Volvo Car Corporation Brand Identity Guidelines 168
  • 169. AuthenticitySelect imagery that highlights real life use, settings and people. Lookfor genuine moments, that present people, places and Volvo vehiclesin a modern and honest manner that users can connect and relate to,while being careful to avoid cliché.LightingUse bright, well-defined images with rich, natural lighting andcoloration. Avoid images that are:• Overly dark or moody• Have too much contrast• Washed-out or dullCompositionImages should be thoughtfully composed to highlight vehicles withintheir environment, without crossing the line into overly contrivedcompositions. Also look for simple strong backgrounds that do notdivert attention from the vehicle.RetouchingImages should not show excessive retouching, as these images oftenseem artificial and uncharacteristic of Volvo’s philosophy.SELECTIONFor more detailedinformation please see theVolvo Car PhotographyBriefs.For a library of assetsplease visit the VolvoPartners website.PHotography2011 / Volvo Car Corporation Brand Identity Guidelines 169
  • 170. DO’s andDont’sFor more detailedinformation please see theVolvo Car PhotographyBriefs.For a library of assetsplease visit the VolvoPartners website.PHotographyReal life setting, good use ofpeople, authentic, rich colorationGood environment, not too muchretouching, good lightingSimple, strong driving shot, goodsetting, energyWell-composed, modern, goodlighting, rich coloration, premium feelBrightly lit, authentic, good blend oflifestyle and product without clichéWell lit, modern backdrop,dynamic feelGood composition and angle,strong backgroundStrong composition, natural “soul”/authenticity, quirkyPhotography selection: DOsToo much retouching, artificial Contrived setting and composition,too dark/moodyNot well composed or thoughtout, genericContrived setting, doesn’tfeel “Volvo”Photography selection: DOn’ts2011 / Volvo Car Corporation Brand Identity Guidelines 170
  • 171. AuthenticityWhatever asset you create has to feel genuine. Our users must beable to connect and relate to the visuals and/or sound. Avoid dry,informational videos with uninspiring voice-overs as the brand willcome across as dull. Also avoid overly energetic, ‘MTV’ style and pieceswith fast cuts as this will give the brand an immature perception.WeightMulti-media files give users a richer, more entertaining experience,however they are also heavier in ‘k’ size. If files are too large the siteperformance will be slow leading to a very poor experience.When creating Flash units please refer to the Volvo Flash Standardsdocumentation.Multi-Media in thisdocument refers to assetsthat are not static imagery.This can mean videos,Flash units, CGI(Computer GeneratedImages), animations,slideshows, etc.Multi-mediaVIDEO: Engaging dialogue. Educates viewer onproduct without continually being literal.FLASH: Entertaining use of interactivity whilestrongly promoting product.DEMO: Simple interactivity allows for user tocontrol the experience.MULTI-MEDIA: DOsMULTI-MEDIA: DOn’tsVIDEO: Uninteresting composition, voice-over.No story being told beyond instructional imagery.FLASH: Long and tedious build-up before usergets to see products. Indulgent creative gets inthe way of information.DEMO: Dry and flat experience with no userinteractivity or voice-over.DO’s andDont’s2011 / Volvo Car Corporation Brand Identity Guidelines 171
  • 172. The primary typeface used for graphic text is Volvo Broad.When using this face it is important to use it for the purpose forwhich it was designed. Volvo Broad should be used sparingly asnot to dilute its impact as a brand and informational element. VolvoBroad should be used for large, short titles only, e.g. for calling outthe model name, and short section or page titles. It should not beused for subheadsor small titling, as the legibility of the face does not render well atsmall sizes or for long pieces of text.Use Arial for these purposes, as it is more legible at smaller sizes andcreates a visual counterpoint to the bold nature of Volvo Broad.TYPOGRAPHyVOLVOBROADVolvo Broadfor ModelnamesVolvo Broadfor main sectionheadlines2011 / Volvo Car Corporation Brand Identity Guidelines 172
  • 173. ARIALRegularBolDitalicbold italicThe typeface used for allHTML text (body copy) is Arial.It can be used in regular, bold,italic and bold italic.TYPOGRAPHyArial forheadlineswithinsectionsArial forsubheadsArial forbody copy2011 / Volvo Car Corporation Brand Identity Guidelines 173
  • 174. USAGEThe way we choose to writecontent on GIP3.11 has adramatic influence on the wayour brand is perceived. Usethe following guidelines whenundertaking any copy creation.COPY BOLDUse powerful and assertive language. What you write must make astatement, and must avoid passive or dull terminology.CORRECT: There’s having your own point of view.INCORRECT: There’s liking what you like.IMPASSIONEDWhat you write about must have an emotion behind it. Apathy,insignificance or blasé writing is simply not appropriate.CORRECT: There’s a path you’re fearless to take.INCORRECT: There’s a different route home that seems nice.REFINEDThe writing must always reflect the premium positioning of Volvo,and must therefore be intelligent and sophisticated in language.CORRECT: There’s a ski slope you’ve got your sights on.INCORRECT: There’s some awesome skiing with your mates.2011 / Volvo Car Corporation Brand Identity Guidelines 174
  • 175. GLOBALNAVIGATIONGIP3.11 has a newstreamlined user experiencethat begins with the globalnavigational structure.There are three areas ofglobal navigation.NAVIGATION 1. At the very top left of each page are links to major sections of thesite that do not specifically belong to the Volvo models.2. At the very top right of each page are links that promote the salesand transaction of Volvo models.3. The top central area of each page is dedicated the Volvo modelsand the Sales and Service.Notice: The models are arranged by body type to help the userunderstand what type of vehicles we offer. This is a big step forwardin the overall user experience.4. At the bottom of every page are footer links.1. Theseitems focuson the Volvobrand andnot specificallyabout the models.2. These items focus more on the sales ofVolvo and not specifically about the brand.4. Footer3. This area is all about the Volvo modelsand the sales and service.Notice: The models are arranged bybody type to help the user understandwhat type of vehicles we offer. This isa big step forward in the overall userexperience.2011 / Volvo Car Corporation Brand Identity Guidelines 175
  • 176. GlobalNavigationFly-OutsThe central globalnavigation area hasfly-outs that gives theuser an understanding ofwhat is contained withineach section.These fly-outs should bekept clean and simple.Avoid long titles as theseare hard to read quickly.Do not create titles thatare more than two linesin length.NAVIGATIONExplore All Models Fly-Out Model Fly-Out Sales Services Fly-Out2011 / Volvo Car Corporation Brand Identity Guidelines 176
  • 177. Left HandNavigationOn every page a left-handnavigation structure isused. Additional navigationstructures should notbe created.When creating new sectionsavoid long titles as theseare hard to read quickly.Whenever possible pleaseavoid creating titles thatare more than two linesin length.NAVIGATIONProduct Presentations Basic Pages2011 / Volvo Car Corporation Brand Identity Guidelines 177
  • 178. OVERVIEWOur visitor’s shoppingbehaviour was consideredwhen designing the ProductPresentation.The left hand navigation isarranged in two groupings:1. ExploreThese items link to contentthat gives the user acomplete understanding ofour car.2. ShopThese items link to contentthat allows the user tobegin learning about thespecifics of purchasingour car.productpresentationStyle your XXGet the user emotionallyconnected with the car byaltering it’s appearance.5 Thing to KnowEducate the user on the 5most important features aboutthe vehicle.GalleryShow off the car throughimages and video.Which XXShow the user how to choosethe car that is right for them.360º ViewsGive the user a guided tourof the vehicle in a 360º CGIworld.SpecificationsPresent all the features/specs/accessories in thisdetailed section.2011 / Volvo Car Corporation Brand Identity Guidelines 178
  • 179. LANDINGPAGEThe Product Presentationlanding page introducesthe model to the user ina simple, clean anddramatic way.The temptation to addadditional content shouldbe avoided as this willnegatively affect thestreamlined userexperience created.productpresentation2011 / Volvo Car Corporation Brand Identity Guidelines 179
  • 180. THINGS TOKNOWThis section is designedto intentionally be a quickoverview of the 5 strongestfeatures of each model.When creating new contentwithin this section thequestion should be asked“If you only have 5 minutesto tell your audience 5things, what would yousay?”productpresentationIn-depth experiences are presented in a ‘lightbox’ style overlay.The lightbox can accommodate both flash and html content.2011 / Volvo Car Corporation Brand Identity Guidelines 180
  • 181. STYLEYOUR XXThe ‘Style Your XX’section gives the useran opportunity to get toknow the vehicle in anentertaining, interactivesetting. The user is ableto change exterior colors,rims, exterior options andinteriors.Note: This does not replacethe ‘Build and Price’configurator. The full ‘Build Price’ Configurator will bepromoted and linkable fromwithin this area.productpresentation2011 / Volvo Car Corporation Brand Identity Guidelines 181
  • 182. GALLERYThe Gallery is the place wherea user can view photos andvideos of the model.The photos and videos aredisplayed as large thumbnailsand are split into ‘exterior’ and‘interior’.A user is able to click on thethumbnails where a lightboxoverlay will appear showingthe selected image at a largesize.productpresentationImages and videos appearin a ‘lightbox’ style overlay.2011 / Volvo Car Corporation Brand Identity Guidelines 182
  • 183. 360˚Views360º Views are self playingCGI (computer generatedimages) that give the user acomplete tour of the exteriorand interior of the car.productpresentation2011 / Volvo Car Corporation Brand Identity Guidelines 183
  • 184. Which xxThe ‘Which XX’ sectionexplains to the user how tobegin selecting which versionof a model is right for them.productpresentation2011 / Volvo Car Corporation Brand Identity Guidelines 184Sub sections are navigatedthrough a tabbed system.
  • 185. SpecificationsSpecifications is the area thatinforms the user on all thedetails of the vehicle.It is the most rational part ofthe Product Presentation.productpresentation2011 / Volvo Car Corporation Brand Identity Guidelines 185Sub sections are navigatedthrough a tabbed system.
  • 186. OVERVIEWThe basic pages have beencreated to be flexible andaccommodating to newcontent.However, in order to maintainconsistency, quality andrefinement, a few rules mustbe followed around navigation,copy, image, and multi-media.Please refer to the followingpages for guidance.BASIC PAGES2011 / Volvo Car Corporation Brand Identity Guidelines 186
  • 187. You may usefull width imagery.You mayuse this style ofnavigation to promotethe next level of pages.You may usefull width imagery.You may usefull width imagery.Do not use full width imageryYou may only use the 1/3 width image.LEVELS OFNAVIGATIONGIP3.11 has been designedto be extremely easy for a userto find information. One waythat this has been achieved isto limit the levels of navigationto 4 within an area.This rule of having a maximumamount of levels of navigationmust be upheld in order tomake content easily findableto the user.BASIC PAGES LEVEL 1 LEVEL 2LEVEL 3 LEVEL 42011 / Volvo Car Corporation Brand Identity Guidelines 187
  • 188. Second andTertiaryNavigationon BasicpagesIn addition to displaying thenavigation on the left handside of the page, secondaryand tertiary navigation may becreated in the style displayedhere.This only applies toBasic Pages.BASIC PAGES2011 / Volvo Car Corporation Brand Identity Guidelines 188
  • 189. IMAGESImages, video and flashmodules can be integratedinto the basic page templates.However there should onlybe two sizes used: a full widthsize, and a 1/3 width size.BASIC PAGESFull width imageThis size should onlybe used at the topof a page.1/3 widthThis size shouldbe used whenaccompanying textwithin body copy.2/3 1/32011 / Volvo Car Corporation Brand Identity Guidelines 189
  • 190. Multi-MediaImages, video and flashmodules can be integratedinto the basic page templates.However there should onlybe two sizes used: a full widthsize, and a 1/3 width size.BASIC PAGES1/3 widthThis size should be usedwhen accompanying textwithin body copy.Full width multimedia(video/flash/sideshow)In-depth experiences are presented in a‘lightbox’ style overlay. The lightbox canaccommodate both flash and html content.2011 / Volvo Car Corporation Brand Identity Guidelines 190
  • 191. Right HandColumnPromotionsWhen you want to cross-linkcontent from different partsof the site, or link to externalsites you can use right handcolumn promotions.These right hand columnpromotions should NOT beused when the linked pageis within the same area.BASIC PAGESRight HandColumn Promotions.2011 / Volvo Car Corporation Brand Identity Guidelines 191
  • 192. OVERVIEWThe Community section is abrand new area that will allowMarkets to connect with users.It should be embraced by eachMarket and modified to meettheir audiences needs anddesires. It should be seen aliving, breathing area that cangrows and changes over time.At the time of launch foreach Market there we will bea selection of LIV stories, aVideos area where users canview videos (fed in from theYoutube channel that havebeen tagged with Volvo), aMusic section highlightinga sampling of Swedishmusicians, and an areapromoting Volvo enthusiastclubs. There is also an areapromoting Volvo Heritage.Additionally, the Communitysection will be the placewhere campaign contentwill live that tells Volvo brandstories.COMMUNITY2011 / Volvo Car Corporation Brand Identity Guidelines 192
  • 193. LIV StoriesThere will be a selection ofLIV stories for users to readwithin the Community section.These stories are versionsfrom those that appear inthe printed LIV magazine.COMMUNITY2011 / Volvo Car Corporation Brand Identity Guidelines 193
  • 194. MUSICThe Music area is a place thatpromotes Swedish artists thatVolvo has connected with.Users are able to listen to atrack from each artist as wellas read their biography.COMMUNITY2011 / Volvo Car Corporation Brand Identity Guidelines 194
  • 195. VIDEOThere are many videos thathave been created and postedto Youtube by the generalpublic which relate to Volvoin some way.This section celebratesthose by pulling them fromthe Youtube channel to bewatched here.Also in this section aresome vintage Volvo televisioncommercials.COMMUNITY2011 / Volvo Car Corporation Brand Identity Guidelines 195
  • 196. CLUBSThe Community section iswhere a user would go whowants to find and connectwith Volvo Enthusiast Clubsfrom all around the world.COMMUNITY2011 / Volvo Car Corporation Brand Identity Guidelines 196
  • 197. HERITAGEVolvo will tell all about it’slong heritage in this area ofCommunity. From Volvo CarsHistory, to the information onthe Volvo Museum this is theplace where a user can learnall about Volvo’s great past.COMMUNITY2011 / Volvo Car Corporation Brand Identity Guidelines 197
  • 198. OVERVIEWAll content created aroundcampaigns and/or promotionswill now be housed within theGIP3.11 framework, and notwithin separate microsites aspreviously done.There are two main areas thatcampaign work will live.1. If the campaign content isbased on a Volvo model orfeature it lives within the‘5 Things To Know’ sectionof that model.2. If the campaign content isbased on Volvo brand storiesit can either live within theCommunity section or withinAbout Volvo.CAMPAIGNS1. Campaign content thatspeaks about a Modelor it’s features lives withinthe 5 Things To know sectionof the Production Presentation.2. Campaign content thatspeaks about the Volvobrand can live withinCommunity or About Volvo.2011 / Volvo Car Corporation Brand Identity Guidelines 198
  • 199. OVERVIEWSales forms such as Requesta Quote, Test Drive, Contacta Dealer are created usingDCT forms.These forms have beenredesigned to match the newlook of GIP3.11. Also, theycan now be viewed by a userwithin the area that they arecurrently on instead of beingdriven to a different part of thesite, enabling a smoother userexperience.FORMS2011 / Volvo Car Corporation Brand Identity Guidelines 199
  • 200. OVERVIEWAn important new featurewithin GIP3.11 are thepromotional banners at thebottom of every page. Thesepromotional banners functiondifferently than traditionalbanners. The GIP3.11 systemwill watch where a user hasbeen on the site and will servethe what it considers the 3most relevant banners for theuser at that time.For instance, if a user isspending their time in the C30and C70 areas of the site theywill be served promotionalbanners that have C30 andC70 content. Additionally, themore pages a user viewswithin a section the more likelythey are to be served bannersthat are focused on salesmessaging. These dynamicallyserved Promotional Bannersare a clever way of movingsomeone down the salesfunnel by providing them withcontent that is of specificinterest to them.PROMOTIONALBANNERSPromotional Banners2011 / Volvo Car Corporation Brand Identity Guidelines 200
  • 201. final considerations2011 / Volvo Car Corporation Brand Identity Guidelines 201
  • 202. final considerations These guidelines have been created to both help and inspire you.This book and the guidelines included here have been put together toprovide guidance and trigger bigger and better design ideas.The purpose is to simplify and unify the visual language of Volvo CarCorporation and how it applies to all kinds of communication materials.To support these guidelines and provide more detailed rules, pleaserefer to area-specific application guidelines on VCC Partners.Additional ‘toolkits’ are provided within all modules.As our identity evolves, certain maxims or conventions will berefreshed and these application guidelines will be updatedperiodically.NOTE: The principles in these guidelines – particularly for VolvoIron Mark, brand and heading specifications, supersede anyother guidelines.For further help and more detailed specifications for communicationapplications, please refer to appropriate guidelines on the house ofcommunications website, VCC Partners.FUrTHERGUIDELINESCONCLUSIONRead them thoroughlybefore you embark on anycreative project.For general advice ontrademark concerns orintellectual property,please contact:Volvo Car CorporationGlobal Marketing DivisionBrand ManagementDepartmentvccbrands@volvocars.com2011 / Volvo Car Corporation Brand Identity Guidelines 202Brand Communication Module MilestonesV2.0 next update of Advertsing guidelines: 2012 WK5- New Typography (if applicable) Selekt, Retail Experience,social media adaptations based on in-market feedback.
  • 203. thank you / tack2011 / Volvo Car Corporation Brand Identity Guidelines 203