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Similar to Motul_Guidelines_UPDATE_external version.pdf
Motul_Guidelines_UPDATE_external version.pdf
- 1.
- 2. These guidelines aredesigned to assist you in reaching key audiences with a consistent message of Motul brand. It outlines the basic elements of the identity system – logo, colours, typeface and visual style. They all play a vital role in forming the Motul identity. Please follow the guidelines carefully. We have developed these guidelines to help and inspire you to build and maintain a clear, consistent and successful brand. VISUAL GUIDELINES INTRODUCTION 2 Motul | Visual Guidelines
- 3. The Motul logoproved to be over the years a very strong identification tool which conveys perfectly our values: INGENIOUS, PASSIONATE, BROTHERLY, SPECIALIST, AUTHENTIC & PREMIUM. MOTUL is POWERFUL BOLD & DYNAMIC Like many premium brands, the logo should live on its own to embrace all its strength. The Motul ecosystem is vast, rich and complex. The logo will is supported by brand messages conveyed by various headlines instead of one single tagline that would be limiting. VISUAL GUIDELINES THE STRATEGY - LOGO + HEADLINES 3 Motul | Visual Guidelines 3 Motul | Visual Guidelines
- 4. MOTUL IS NOTONLY A CORPORATE STORY. MOTUL IS AN UNMATCHED BREADTH OF STORIES OF EMPLOYEES, PARTNERS, RACERS, MECHANICS AND FANS. EACH OF THOSE ARE AMBASSADORS OF THE BRAND. THEIR STORIES SHOULD BE PLACED AT THE HEART OF OUR COMMUNICATION AS PROOF OF INGENUITY OF THE PEOPLE DEDICATED TO MOTUL. VISUAL GUIDELINES THE STRATEGY - INGENUITY 4 Motul | Visual Guidelines 4 Motul | Visual Guidelines
- 5. VISUAL GUIDELINES BASIC ELEMENTS OVERVIEW The Motulbrand is made up of a number of elements that when combined create a powerful brand identity. The Motul logo is the world’s first impression of our company, our brand and our people. These guidelines explain how these brand elements should be used and implemented. BRANDMARK PHOTOGRAPHY IMAGERY COLOUR PALETTE GRAPHIC ELEMENTS TEXT TREATMENT MOTUL OVERCOMES THE CATEGORY CONVENTION OF PERFORMANCE STANDING FOR GOING FASTER OR GOING FURTHER 5 Motul | Visual Guidelines
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- 7. The Motul logois the most immediate representation of our company, our brand, and our people to the world. It is a valuable corporate asset that must be used consistently in the proper, approved forms. Typography can’t be reproduced. Logotype is inseparable from its solid red background. This graphic is exclusive. 1.1 LOGO OUR LOGO x 4x x x 20x x C0 M91 Y76 K0 R237 G28 B36 Pantone 185C RAL 3020 Motul Red 7 Motul | Visual Guidelines
- 8. 1.2 LOGO LOGO MOTUL ECOSYSTEM These areall the Motul entities logos. The logos are divided up in to 3 categories: corporate, sub environments & sub entities. The corporate logos are the logos at the brand level, and the two other categories are sub environments and sub entites. Refer to separate guidelines for the subenvironments. SUB ENVIRONMENTS CORPORATE SUB ENTITIES 8 Motul | Visual Guidelines
- 9. CLEAR SPACE Our logodeserves to stand apart, as an expression of our integrity and commitment. For maximum impact and legibility, always maintain ample clear space around the Motul logo. This ensures an impression of clarity, strength and simplicity that supports our brand. The clearspace refers to the area which is entirely clear of copy of any other graphic elements. Exception: When the logo stands alone, the clearspace must be applied.When connecting to product or boxes, the clearspace does not apply. MINIMUM SIZE To maintain optimum legibility in all circumstances, the minimum size has been established. 1.3 LOGO CLEAR SPACE & MINIMUM SIZE 11mm CLEAR SPACE MINIMUM SIZE EXCEPTION 2x 2x 2x 2x x 9 Motul | Visual Guidelines
- 10. 1.4 LOGO MOTUL LOGO ON COLOURED BACKGROUND Theprimary Motul logo has white letters with red background. The Motul logo is also allowed to sit on an image. As long as nothing is covering the Motul logo, this is allowed. When the logo sits on a red Motul background, the red box is removed, since the red background should always be the Motul red colour. The clearspace is the same for the secondary logo as it is for the primary. For more details see section 1.3. PRIMARY LOGO ON AN IMAGE SECONDARY LOGO — ON A RED BACKGROUND 2x 2x 2x 2x x Printing technique limitations: The engravement of the logo directly on the material is allowed only when it is hard to print the standard red-white Motul logo 10 Motul | Visual Guidelines
- 11. Ensure the logois clearly recognisable by using it properly, and do not alter it in any circumstances. Consider the background it is placed on to provide best legibility. The examples show various uses to avoid. 1.5 LOGO INCORRECT USAGE Do not change the colour Do not use shadow under the letters Do not use shadow on the box Do not place elements within the logo clearspace Do not use the logotype without the red box Do not change the typeface of the logo Do not distort the logo Do not fill the logo with an image or texture Do not add a dropshadow to the logo Do not place the logo within text Do not extent the red box Do not add text to the logo Do not distort the logo Do not add other graphic elements to the logo Do not add other graphic elements to the logo Do not change the typeface style of the logo 11 Motul | Visual Guidelines
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- 13. The colour paletteconsists of the Motul Red, Carbon Black and Metallic. 2.1 BRAND TOOLS CORPORATE COLOURS C0 M91 Y76 K0 R237 G28 B36 Coated: Pantone 185C Uncoated: Pantone 185U RAL: 3020 Motul Red Motul Carbon Black Motul Metallic C0 M0 Y0 K100 R0 G0 B0 Coated: Pantone Process BlackC Uncoated: Pantone Process BlackU RAL: 9011 C0 M0 Y0 K80 R88 G89 B91 Coated: Pantone Cool Grey 10C Uncoated: Pantone Cool Grey 10U RAL: 9023 13 Motul | Visual Guidelines
- 14. Graphik is thenew communication typeface of Motul. Graphik has to be used in any communication material that is developed and in any document when possible. We only use five variations of the Graphik font: Bold, Semi Bold, Medium, Regular and Regular Italic. If you do not own a legal version of the typeface Graphik, please use the default secondary typeface, Arial. In e-mails, Open Sans should be used. Download Open Sans www.google.com/fonts 2.2 BRAND TOOLS TYPOGRAPHY GRAPHIK GRAPHIK Bold ABCDEFGHIJKLM NOPQRSTUVXYZ abcdefghijklmno pqrstuvxyz GRAPHIK Semi Bold ABCDEFGHIJKLM NOPQRSTUVXYZ abcdefghijklmno pqrstuvxyz Graphik Medium A B C D E F G H I J K L M N O P Q R S T U V X Y Z a b c d e f g h i j k l m n o p q r s t u v x y z Graphik Regular A B C D E F G H I J K L M N O P Q R S T U V X Y Z a b c d e f g h i j k l m n o p q r s t u v x y z Graphik Regular Italic A B C D E F G H I J K L M N O P Q R S T U V X Y Z a b c d e f g h i j k l m n o p q r s t u v x y z ARIAL Bold A B C D E F G H I J K L M N O P Q R S T U V X Y Z ARIAL Regular A B C D E F G H I J K L M N O P Q R S T U V X Y Z a b c d e f g h i j k l m n o p q r s t u v x y z OPEN SANS Normal 400 A B C D E F G H I J K L M N O P Q R S T U V X Y Z a b c d e f g h i j k l m n o p q r s t u v x y z WEB OUTLOOK 14 Motul | Visual Guidelines
- 15. 1 HEADING Graphik BoldUPPERCASE 2 TITLES Graphik Semibold 3 SUBHEADINGS Graphik Bold UPPERCASE 4 BODY COPY Graphik Regular 2.2 BRAND TOOLS TYPOGRAPHY HEADING HERE Title here INSERT A SUBHEADING LIKE THIS This is what body copy looks like. Ediam coraeroLa consequias dus eiciatiost moditas nis coribus eos earchic ipictur? Quiam renis ullest rerum ani dolorrovit quist im nobit quisquam voluptatuinvent emporeprat premComnis et am hil ent ut eum sus quas re vendi dolent optatis magnatur, sequiatecea sant volesecum fuga. Me consento et exero dolectatur sandis doloriatur alia nim nonsequae culliquo molorepre, sus aut quas acest molori beristia dolliquas utadoluptam simos mostemqui sunt omnis autas est ium quias quiduci piendi tem quia sanihic tem sam harum simus doluptatur, occus dem accum reptinis est ut ma nempor sent. Si ium ut re, volectis il magnam eost re sae core nonsernam que post, opti consediae sendici aescien isciet fuga. Ad eost offici ommoluptata vel ipidelitem rest, ut evendae stiur, officati cum et laute vendit od eum voloreptate iliquo coremo que velitia speribus sita seque denis explantiur aliciis soluptur? 1 2 3 4 15 Motul | Visual Guidelines
- 16. The red frameis used in order to highlight key words in headines. When using big headlines together with black and white imagery, the red headline can be multiplied over the image, for an extra effect. In indesign, illustrator or photoshop, do this: 1. Select the type 2. Go to ‘Blending modes’ 3. Select ‘Multiply’ In some cases the type can be difficult to read, make sure the type is clear and legible. If not, simply move the image or do not select multiply. When writing Motul, only capitalize the M. When refering to MOTUL Group, please capitalize all letters. 2.3 BRAND TOOLS TYPOGRAPHY USAGE MOTUL OVERCOMES THE CATEGORY CONVENTION OF PERFORMANCE STANDING FOR GOING FASTER OR GOING FURTHER FRAMED CORRECT WRITING OF MOTUL MULTIPLIED Motul MOTUL Group 16 Motul | Visual Guidelines
- 17. 2.4 BRAND TOOLS GRAPHIC ELEMENTS The Motultexture can be applied to solid backgrounds and over images. It should always just be a subtle filter and never too obvious. When printing (whenever possible) it should appear as varnish or coat over the images/backgrounds, to add an extra layer of premiumness. The texture is always covering the entire format, you should never crop or distort the texture. 1 ON WHITE The texture is 10% black 2 ON BLACK Option 1: The texture is 10% black. Option 2: The background colour is 95% black, with a 100% texture. Option 2 is used for printing with colour. Option 1 is only used then the texture can be printed in clear varnish. 3 ON RED The texture is: C20 M100 Y100 K13 TEXTURE USAGE: The texture is a very important element of Motul brand ID, thus, it is strongly recommended to use it in all marketing support. However, it should be really discreet where there is some text not to disturb the readability. Option 1 Option 2 1 2 3 17 Motul | Visual Guidelines
- 18. 2.4 BRAND TOOLS GRAPHIC ELEMENTS Lorem ipsum Motulframes and lines The Motul frames and lines are key elements in the visual identity system. Those can be used to highlight information, hold copy or direct the reader to another element. The Motul frames can be connected to each other either by a simple line or by a slight overlap. This should be either, or : an outlying frame should never have both overlaps and a line connection. 1 Text margins within a box for the different standards paper sizes. Note. For most sizes, there are two options for the margin. For body copy, use the smaller margin; for larger headlines, use the wider margin. 2 If desiging with the overlap structure: Overlap the text boxes the same amount as the text margin width (in this case 3mm), and then double the top margin (6mm) — visually it will have a balanced look. Note: This is not an exhaustive list of sizes. You have to refer to different visuals and adapt them. 1 2 3mm A6 / A5 / A4 5mm A4 / A3 7,5mm A3 / A2 10mm A2 / A1 12,5mm A1 / A0 A0 12,5 mm 12,5 mm A1 10mm 12,5 mm A2 7,5 mm 10 mm A3 5 mm 7,5 mm A4 3 mm 5 mm A5 3 mm 3 mm A6 3 mm 3 mm BODY COPY HEADLINES 18 Motul | Visual Guidelines
- 19. 2.5 BRAND TOOLS GRAPHIC ELEMENTS USAGE Itcan be used to hold longer paragraphs of copy. Osam ni non resersped maximinvent audam eum que natusam aut aut perorerferum corerum aut faccaest plibus dolenem re perovit ibeaque volorere lacepro totae. Olor sim qui audam volorisquae sumquas rate con nihil et que MOTUL FRAMES AND LINES — USAGE CLEARSPACE THICKNESS The Motul frames and lines can be used to connect different elements on a page. Do not enframe the headlines. To be able to design with consistency, the line thickness needs to be consistent and appropriate over applications. Therefore, the thickness increases for increased formats. Smaller formats - A6: 1,25pt (0,5mm) A5: 1,25pt (0,5mm) A4: 2,5pt (1mm) or 5pt(2mm) A3: 5pt (2mm) From A3 and up, the lines is multiplied x1,4 and is round off to a whole number... A2: 11pt (4mm) A1: 15pt (5,2mm) A0: 21pt (7,4mm) and so on... It is the approximate area of the format that counts, and not exact dimensions of the sides. It is important to also consider the overall visual look of that format, and the overall look and feel of the Motul brand. Note: This is not an exhaustive list of sizes. You have to refer to the different visuals and adapt them. OR TO HIGHLIGHT WORDS IN TITLES OR HEADLINES. X X X X A5 A4 A3 LINE THICKNESS: 1.25pt (0,5mm) = LINE THICKNESS The space between links and boxes is equal to the thickness of the line CORRECT: The size of the space is equal to thickness of the line. WRONG: The size of the space is smaller or bigger than the thickness of the line. LINE THICKNESS: 2.5pt (1mm) LINE THICKNESS 5pt (2mm) 19 Motul | Visual Guidelines
- 20. 2.6 BRAND TOOLS HEADLINES KEY VISUAL HEADLINE/ USAGE ON KEY-VISUAL Examples of headlines. An headline is not a tagline. It is a punchy phrase to emphasise the brand message and is used on key visuals. Headlines are not limited to the ones presented in these guidelines. You are free to create your own according to our values. The headlines are always written in Graphik Bold, and all in CAPS. When the headline is placed over an image or on a red background, where it becomes illegible, a white version should be used. The headlines are never enframed. 20 Motul | Visual Guidelines
- 21. You can playwith the different words of the headline. You have to mix the horizontal and vertical way to have a dynamic visual. EXAMPLES OF HEADLINES STRUCTURE 2.6 BRAND TOOLS HEADLINES STRUCTURE EXCEPTION: Depending on the support, an all horizontal format for headlines is also accepted. However please favor the horizontal and vertical way in order to enhance the brand’s DNA. INVENT NEW SOLUTIONS FIX ANY SITUATION 21 Motul | Visual Guidelines
- 22. ONE ELEMENT BEINGCOLOURED PCMO Double exposure Clean surroundings Technical Unstructured Motion NO double exposure POWERSPORT 2.7 BRAND TOOLS COLOURED TREATMENT 22 Motul | Visual Guidelines
- 23. PCMO Double exposure Clean surroundings Technical Unstructured Motion NOdouble exposure POWERSPORT 2.7 BRAND TOOLS B/W TREATMENT 23 Motul | Visual Guidelines
- 24.
- 25. ALWAYS MAKE SUREYOU HAVE THE RIGHTS TO USE A PHOTOGRAPH ON THE MEDIA YOU PLAN ON USING IT. WE HAVE SIX VALUES INGENIOUS PASSIONATE BROTHERLY SPECIALIST AUTHENTIC PREMIUM VISUAL STYLES Photo illustrating one’s way around the unachievable /Photo illustrating inventiveness A mechanic setting a specific part of the racing car/bike. Etc. People with glowing eyes at a motorsport event /Riders/drivers concentrating Drivers/riders going on against all odds. A group of people cheering at an event / People with eye gloring at a motorsport event Photo illustrating sportmanship /Photo illustrating teamwork Mechanic using Motul oil / Mechanic adjusting a part of the car/bike/quad/jetski, etc. Mechanics on track ready to intervene at the pitstop Classic car details / Classic events / Oldtimer alongside classic car or sitting in it Oldtimer equipment 300V in a very refined environment /High performing car / ride using Motul product 25 Motul | Visual Guidelines
- 26. The personality ofMotul is easily achieved through movement. Movement and the Motul Corporate Colours are key parts of the Motul visual style and photography. All of the Motul photographs should include at least one of the Motul Corporate Colours (red, carbon black and metallic) Avoid over complicated images that are confusing and have no real purpose. Poor photography can severely reduce our impact and brand image. Over complicated imagery means, no clutter in the background, keep it simple. Note: These photographs are indicative of style only. 3.1 VISUAL STYLES PHOTOGRAPHY 26 Motul | Visual Guidelines
- 27. 3.2 VISUAL STYLES PHOTOGRAPHY TREATMENT If thephotography does not include the necessary Motul corporate colours, or if an extra effect is needed, there are four image treatments in the Motul style. These styles can be used freely as wanted but try to mix it up and use all of them in combination if possible (not on the same spread or format though) TREATMENT NO.1 Convert the photo in black white and then apply the red filter 1 Process: Turn the colour photograph into black and white — apply a red filter — and if relevant, the Motul texture. 2 Result: — B/W photo + red filter — B/W photo + red filter + Motul texture OR RESULT PROCESS TREATMENT NO.1 1 2 27 Motul | Visual Guidelines
- 28. 3.2 VISUAL STYLES PHOTOGRAPHY TREATMENT 28 Motul | Visual Guidelines TREATMENT NO.2 RESULT PROCESS 1 2 TREATMENTNO.2: 1 Process: Cut out the elements in the photograph (in this case, the man). Turn the colour photograph into black and white — apply a red filter — and if relevant, the Motul texture. 2 Result: — Cut out + B/W + red filter — Cut out + B/W + red filter + Motul texture OR
- 29. 3.2 VISUAL STYLES PHOTOGRAPHY TREATMENT 29 Motul | Visual Guidelines RESULT PROCESS TREATMENT NO.3 1 2 TREATMENTNO.3: 1 Process: Tweak the colour tones in the photograph. Make sure the red colour reference the Motul red, and make sure the black is black and the white is white. Add the white Motul pattern as a final step. 2 Result: — Colour photo + Motul texture PROCESS RESULT
- 30. 3.2 VISUAL STYLES PHOTOGRAPHY TREATMENT 30 Motul | Visual Guidelines PROCESS PROCESS TREATMENT NO.4 1 2 RESULT RESULT TREATMENTNO.4: For certain images, it’s nice to keep the original colors, just slightly toned down. When there’s a photo which has a simple color palette (but maybe not enough red), just add a warm red tone and slightly desaturate the image. 1 Process: Warm filter In Photoshop: 1. Press ‘Image’ 2. Press ‘Adjustments’ 3. Press ‘Photo Filter’ 4. Select ‘Color’ 5. Enter C0 M91 Y76 K0 6. Pull the ‘Density’ bar 2 Result: — A more premium and consistent Motul look
- 31. Additionally to theMotul photography, certain textures, patterns and visuals that can be used. 3.3 VISUAL STYLES IMAGERY TEXTURES 31 Motul | Visual Guidelines
- 32. The textures canbe used as full-page backgrounds 3.3 VISUAL STYLES IMAGERY TEXTURES BACKGROUND TEXTURES 32 Motul | Visual Guidelines
- 33. To create an‘ingenious’ feeling to the brand, technical drawings plays a vital part. The technical drawings can be of anything related to Motul; a car, motor, motorcycle etc. Note. It is vital that the drawing is connected to the sub-section/content. Drawings can be used in combination with images, copy and/or the Tagline. There are two options for the technical drawings: 1 Simple ‘exploded sketch’ — when all the parts are separated to get a clear view of the construction and the details of an object. The sketches are used as a design element only — and does not have to be related to a specific topic, yet, they do need to relate to the sub- environments of Motul (auto / moto / tech etc.) 2 3D illustration — a digital illustrated x-ray effect to an element or object. These illustrations are used more practically — and need to showcase a related object to a topic. The drawings and 3D illustrations should always be black or white. 3.3 VISUAL STYLES IMAGERY TEXTURES DRAWINGS 1 2 2 2 33 Motul | Visual Guidelines
- 34. Cut-out images canbe used in color or black white. For key visuals and other similar applications, a “double exposure” effect may be used. Simply take two similar images and use multiply (as seen previously page 14 ) and let the images sit above each other. Always try to use two slightly different images when doing this, instead of using one image, twice. 3.3 VISUAL STYLES IMAGERY TEXTURES CUT-OUT IMAGES 34 Motul | Visual Guidelines
- 35. 3.4 VISUAL STYLES ICONOGRAPHY ICONOGRAPHY Whenever ispossible, using icons is recommended for the related topics. SERVICES PROVIDED Exhaust analysis Air conditioning Error diagnostic / Electric Accident repair Tyres Bodywork Mechanics Maintenance LPG conversion Oil service Spare parts 4-wheel-alignment Windshield change Brakes VEHICLES All brands all models Motorcycle Road Motorcycle Off Road Snowmobile Watercraft Scooter ATV Go-Kart SPECIFIC EXPERTISES 300V Expert Hybrid Vehicles Expert Historic Vehicles Expert 300V Expert Asian market 35 Motul | Visual Guidelines