Avis Brand Manual

11

‘Brand personality’ - Tone of voiceThe Avis personality is a combination of tangible products and services along with our

intangible traits such as values (see page 9) and our heritage (We Try Harder). It makes us

unique in a competitive marketplace whilst creating an emotional link with our customers

by bringing our brand values to life. In everything we do, our In-touch, Passionate and

Straightforward values should be evident.

Our brand personality is expressed through our tone of voice. This is how we (operations,

sales, marketing etc) talk to customers at any touch point in their journey. Everything within

those interactions e.g. the messages, the logos, colours, etc should refl ect the Avis tone of

voice. Below is a guide to help you review your communications against the Avis tone of

voice. Translations of the Avis tone of voice can be found on the Avis Asset Bank or on the

disc supplied with these guidelines.

Avis Brand Guidelines 05.08

Is it Avis? If it’s the fi rst idea out of the box then it’s

probably not original enough. If it feels clichéd how will

it make Avis appear different? If it’s obvious then it

might patronise. If it’s too clever we may lose people.

If it seems familiar then we have to give it a twist. If it

feels contrived it’s wrong. If it looks like we thought

about it that’s good. If a customer has to think a little

bit that’s good too. If it’s witty, or raises a smile in the

process that’s a plus. If we set out to make them laugh

that’s a joke, and Avis is not a joke. If it looks tacky

then how can it say quality? And most importantly, if it

feels lazy then how will anyone think We Try Harder?

In Touch contemporary relevant sophisticated engaging

smart empathetic supportive stylish up-to-date clever

innovative intelligent trendsetting pioneering

Passionate confi dent witty challenging unpredictable

fresh unexpected surprising different quality

original bold enthusiastic effort optimistic creative lateral

individual

Straightforward simple conversational honest informal

approachable fair transparent open trust easy solid

reliable genuine hard-working loyal human

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Avis coloursThe use of the right colours in all communications helps ensure a

consistent and strong Avis image – the importance of which cannot

be overstated.


Every leafl et, every banner and every

advertisement should contain identical

shades of Avis colours.

Avis red is our primary corporate colour.

It refl ects our logo and speaks about our

brand. The bright colour was chosen to

enhance visibility and to give our

communications extra prominence.

Always use Avis red in spot colour and

only revert to 4 colour process (CMYK)

at the last resort. Burgundy should only

be used for station interiors and Avis

Preferred signage. It should not be used in

general communications.

Our other colours are Avis dark grey

and Avis light grey. These are not to

be used for the Avis logos themselves –

just secondary elements associated with

the logo.

Avis premium silver may be used only

on premium communications including

Avis Preferred, Presidents Club and

Avis Prestige.

For web colours please see the on-line

guidelines section within this manual.

Colours are shown for reference only and should not be used for visual colour matching.

For print, refer to Pantone Matching System swatches.

Avis primary palette

Avis red

Pantone 485

C0/M100/Y91/K0

White

C0/M0/Y0/K0

Avis dark grey

Pantone 423

C0/M0/Y0/K47

(47% Black)

Avis light grey

Pantone 427

C0/M0/Y0/K15

(15% Black)

Avis premium

silver

Pantone 877

Black

C0/M0/Y0/K100

13

Introducing the Avis LogosA company’s logo is its most important visual asset. As such, it is crucial

that the Avis logos – which are drawn in a custom-built typeface – always

appear in the same way. They should never be retyped in a different font or

be stretched or squeezed to fi t a space.

There are two versions of the Avis logo; the Avis basic logo and the Avis

button logo. The following explains the differences between them.


The Avis basic logo is the cornerstone of

our brand and as such should never be

recreated. Colour options can be found

on page 14.

For examples of incorrect usage of this

logo see page 16.

The Avis basic logo

The Avis basic logo should

never appear smaller than

12mm in width.

The Avis basic logo should be used on any items where the Avis button and curve

cannot be used. For example, due to the size or shape of a communication or when

working with a third party. i.e. Small advert or a partner communication.

When to use the Avis basic logo

The Avis button logo

To support our ethos of ‘We Try Harder’

the Avis button logo has been developed.

The button logo should never be used without the

red curve (see page 15) unless authorised by

Avis Europe marketing. Please ensure it is the

correct European version and not the previous

or US version (see page 16).

Mono versionMinimum size 15mm

The Avis button logo should

never appear smaller than

15mm in width. If you

require a logo less than

15mm please revert to the

quarter curve or the Avis

basic logo.

This logo should always be your fi rst choice when producing communications.

Use the Avis button logo and curve on all standard customer communications such

as rental station leafl ets, posters, POS, internal communications, as well as press

and magazine advertisements and where the ethos of ‘We Try Harder’ is of

particular importance.

When to use the Avis button logo

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Mono versionMinimum size 12mm

14

The Avis basic logoThe Avis basic logo is the basis of the entire Avis brand and it is therefore

important to follow these rules when applying the logo.

The following is a simple guide to using the Avis basic logo and also how to

write the word Avis within headlines or bodycopy.

For details on how to apply the logo to partnership communications please

refer to page 16 of off-line communications.


The area surrounding the logo

must be free from other graphic

imagery, typography, page trim,

folds or any other visual elements

that may hinder communication.

Please note that this does differ

from the signage guidelines.

The words ‘Avis’ and ‘We Try Harder’ in headlines and copy

Colour options

Wherever possible, the

Avis logo should be shown

in Avis red on a plain white

background. However, this

isn’t totally infl exible –

it may also be shown as

white reversed out of

Avis red, mono or out of

Avis premium silver on Avis

premium communications.

When writing the word Avis in

copy ensure you follow the

examples shown.

As a rule, do not make ‘Avis’

upper case unless the whole

line is in upper case also.

When ‘We Try Harder’

appears in copy ensure

each word begins with a

capital letter unless you are

only using part of the phrase.

You do not need to add

speech marks.

Colour versions

Mono versions

Avis premium communications

The word Avis in lower case headlines.

The word AVIS in lower case headlines.

The word Avis in body copy

The word AVIS in body copy

The line ‘We Try Harder’ in headlines.

The line ‘We Try Harder’ in body copy

The line ‘We try harder’ in body copy

Avis really does try harder

Avis really does Try Harder

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½ ‘A’

‘A’ height

½ ‘A’

Exclusion zone

15

*

*Décidés à faire mille fois plus

Example supporting line or sign off goes here

avisworld.com

Volut iure te do commy num iritvolestrud eugiam quisl tatue magna.Reet praestin et lorperat. Ut el inissequat. Vullamcorero del ut velit, sim dolore

esequam commodo con volor amet alismodolore velenim ver sum iusto el ip et,

veliquat. Wis aut in ulput alit wissi.Example supporting line or sign off goes here

avisworld.com

Reet praestin et lorperat. Ut el inissequat. Vullamcorero del ut velit, sim dolore

esequam commodo con volor amet alismodolore velenim ver sum iusto el ip et,

veliquat. Wis aut in ulput alit wissi.

Volut iure te do commy num iritvolestrud eugiam quisl tatue magna.

The Avis button logoThe Avis button logo is based on the Avis basic logo but with the added

benefi t of delivering our company ethos of ‘We Try Harder’. This should be

used as the core logo along with the base curve.

If the format does not allow the use of the curve, revert to the Avis basic

logo. For details on how to apply the logo to partnership communications

please refer to page 19 of off-line communications. Please see page 8 of

off-line communications for details on scaling the logo.


Exclusion zone

The area surrounding the

logo must be free from

other graphic imagery,

typography, page trim,

folds or any other visual

elements that may hinder

communication.

The Avis button logo and curve

The Avis button logo

should, where possible, be

used with the Avis curve.

Refer to page 8 of off-line

communications for details

on how to use this curve.

½ ‘A’

½ ‘A’

‘A’ height

Examples of work with the

Avis button logo and curve.

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Mono versionFrench logo

When producing communications for France,

a translation of ‘We Try Harder’ should be

included. This should sit centralised under the

button and in-line with the S of Avis.

The minimum sizes set out on page 13 should

apply to the button. There is no minimum or

maximum sizes for the translation but always

ensure that this is legible.

16

We Try Harder

Incorrect use of logosAvoiding the misrepresentation of the Avis logo is actually very simple

if a few basic rules are followed. A few examples of poor practice are

provided below. These rules apply to all colour variations of the logos,

including mono. The area surrounding the logo must be free from other

graphic imagery, typography, page trim, folds or any other visual elements

that may hinder communication.

The Avis basic logo The Avis button logo

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Don’t obscure Don’t use previous

or US version

Don’t distort Don’t obscure Don’t use previous

or US version

Don’t distort

Don’t use non

Avis colours

Don’t tint Don’t use outlines Don’t use non

Avis colours

Don’t tint Don’t use outlines

Don’t place on

images

Don’t recreate Don’t interfere or

use wordplay

Don’t place

on images

Don’t recreate Don’t interfere or

use wordplay


17

Recommended application of brandingThe checklist below is a quick and useful guide to the general recommendations for use of the Avis base

curve and logo. See relevant guideline sections for more details.

General

(e.g stationery,

uniform, fl eet)

• Avis base curve and button logo to be used if appropriate.

• Basic logo in Avis red and whiteout to be used if curve and button logo not appropriate.

Off-line • Avis base curve and button logo to be applied in the first instance.

• This should be applied along the bottom of the communication using the appropriate template.

• The basic logo should only be used when space is at a minimum or on bespoke communications

such as advertorials.

On-line • For websites and microsites the Avis basic logo should be applied.

• New mini curve developed for on-line advertising.

• For advertising banners the logo should appear on the frames when it becomes apparent what the

company communication is for.

• The Avis basic logo can be used on smaller sized advertising banners when logo falls below

200 pixel width.

• For skyscraper advertising banners the basic logo may appear in the top curve if the size allows

(whiteout in red curve).

Merchandise

(see off-line section)

• Only the Avis basic logo is to be used unless Avis Europe Marketing agree the curve is appropriate.

• Use in Avis red or whiteout.

Signage • Only basic logo to be used.

• Use in Avis red or whiteout.

• Avis premium silver may be used for sub-brands such as Avis Preferred or Avis Prestige.

TV/DVD

(see off-line section)

• It is recommended that a standard end frame is applied with the Avis logo.

• Tactical TV advertisements may require the logo to be shown at all times in a base strip.

• In-station DVDs do not require the logo to be shown throughout or intermittently.


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18

For consistency, the weights given

opposite should be used for all headlines,

supporting copy and body copy.

Please refer to the templates section

for suggested font sizes.

To buy the Helvetica font visit

www.linotype.com

NB. If absolutely necessary a secondary

font could be used for internal pc work.

Please use Arial Narrow for headers and

Arial for body copy. e.g. PowerPoint

presentation or letter.

TypefaceThe Avis corporate font is Helvetica Neue. Its simple, legible,

straightforward nature helps communicate our brand values – as does

the italicised form used for headlines, which is suggestive of motion and

a company that always operates at speed. This should be used in all our

communications, both external and internal, as it will aid uniformity and

that all-important recognition.

Helvetica Neue Bold Condensed Oblique 77

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890&£.,;:!?()*

Headlines and sub-headlines

Helvetica Neue Roman 55

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890&£€.,;:!?()*

Body copy & legal copy

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890&£€.,;:!?()*

Substitute copy USE ONLY when Helvetica Neue orHelvetica are unavailable (for internal PC work only)


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Arial

Avis Brand Manual

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