CI... · 2019-10-14 · Volkswagen brand design 4 | 98 Consolidated user guidance Brand tonality...
Transcript of CI... · 2019-10-14 · Volkswagen brand design 4 | 98 Consolidated user guidance Brand tonality...
Consolidated user guidance for the newVolkswagen brand design
Corporate Identity
26 September 2019 - Corporate Identity Guidelines
ContentsBrand TonalityOverviewCore values
LogoOverviewApplication examplesColour versions | Overview & dos and don’tsBackgrounds | Monochrome and image backgroundsBackgrounds | Dos and don’tsProtection zone | Overview Protection zone | Regular logo and small logo versionsProtection zone | Recommended logo sizes
TypographyOverviewBrand fonts | Font styles for online and printBrand fonts | Font styles for officeApplication | Combining type stylesApplication | Paragraph spacingApplication | Font colourApplication | Reduced moving frame headline positioningApplication | Moving frame headline positioningStandards | Paragraph and character stylesStandards | Typesetting guidelinesStandards | Copyright and usage rights
Moving frameOverviewApplication examplesConstruction | Flexible logo positionConstruction | Use in the layoutConstruction | Reduced moving frameConstruction | Integration of the logoConstruction | Dos and dont’sConstruction | Integration of textColours | Overview
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Backgrounds | Monochrome backgroundsBackgrounds | Background imagesLayout design | Line thicknessLayout design | Moving frameLayout design | Reduced moving frameLayout design | Special formatsLayout design | Application examplesLayout design | Don’ts
ColoursOverviewBrand colours | Primary coloursBrand colours | Secondary coloursColour definition | Primary colours Colour definition | Secondary colours Colour definition | Signal colours
ImageryOverviewGuiding principles | Imagery typesStills and semi stills | ExamplesStills and semi stills | ParametersCar perspectives | ExamplesCar perspectives | ParametersMoving images | ExamplesMoving images | ParametersStorytelling images | ExamplesStorytelling images | Parameters
IconsOverview & application examplesDesign | Consistent appearanceDesign | Active/Inactive statusDesign | Sizes and design detailDesign | Dos and dont’s
InfographicsOverview Application examplesStyle | Consistent appearanceStyle | Colours and typography
Eye-catchersOverviewApplication examplesDesign | Form, proportions and sizeDesign | Colour definitionDesign | Colour applicationDesign | Positioning on imagesDesign | TypographyImplementation | Combination with moving frameImplementation | Combination with reduced moving frameImplementation | Don’tsImplementation | Typography positioning
ApplicationBrand supplement | Overview Brand supplement | Single line designBrand supplement | Two-line designBrand supplement | Don’ts Brand supplement | Application with moving frameBrand supplement | Application examples Other applications | DigitalOther applications | Advertising Other applications | BusinessOther applications | Retailer environment Other applications | Merchandise
Contacts
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Brand Tonality
4 | 98Volkswagen brand designConsolidated user guidance
Brand tonality
Mobility is changing. And Volkswagen is leading the path.
To recharge our brand for the new mobility, we’ve updated our brand tonality: giving a fresh uplift to the core values that have shaped our DNA (human, inviting, focussed and with a sense of humor) and adding a new value (stimulating), which should remind us to never stop moving forward, never stop inspiring and unleashing excitement.
Overview
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Section name
Core Values
Human Inviting Stimulating Focussed Sense of humour
We are empathic and unleash excitement.
We are upbeat.
We follow our passion.
We embrace the beauty of imperfection - and that’s what makes us real.
We are open and enjoy approaching others.
We are a magnet, not a mirror.
We welcome everyone - to come as they are.
We want people to feel at home with us.
We are exciting and inspiring - with a clear attitude.
We have an opinion and express it confidently.
We enjoy trying new things.
We love to gather new sparks and to surprise.
We believe in the beauty of simplicity.
We focus on what matters most.
We always speak in a clear and understandable way.
We know that power comes often from the little things.
We don’t take ourselves too seriously.
We are spontaneous and embrace the moment.
We can laugh at ourselves - without being ridiculous.
We have smart humour that makes people smile. And think.
Logo
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We have reduced the logo to its essentials. The style is clearer, more succinct and also more legible.
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Our logo allows playful interactionthanks to its trio of colours: White,VW Dark Blue and VW Light Blue.These three colours are also the primary colours of our brand.
White
The white logo is always the first choice - in all applications.
VW Dark Blue and VW Light Blue
If the white logo does not stand out adequately from the background, we use a VW Dark Blue or VW Light Blue logo.
Black
We only use the black logo if the colour version cannot be used for production - related reasons (e.g. with embossing, punching, franking, fax, etc.).
Don’ts
Our logo must not be modified; see figures.
LogoColour Versions | Overview dos and don’ts
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White on VW Dark Blue VW Light Blue on White
No images within the logo No foreign colours No colour gradients
Volkswagen brand design 10 | 27Basic elements20190523_Logo_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
LogoColour versions | Dos and don’ts
Colour versions
The logo in the three primary colours.
Don’ts
Our logo must not be modified; see figures..
Good to know
You will find additional information and colour definitions in the section → Basic elements | Colours
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White on VW Dark Blue
No images within the logo No colour gradients No foreign colours
VW Dark Blue on White VW Light Blue on White
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Black
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VW Dark Blue on White
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VW Dark Blue on white White on VW Light Blue
VW Light Blue on white VW Light Blue on VW Dark Blue VW Dark Blue on VW Light Blue
The backgrounds can assume our primary colours too, enabling different variants in combination with the logo.
Important
Combinations with white are preferred. The combined use of the two blue tones is consistent with the branding, but should only be used in exceptional cases.
VW Dark Blue on White
VW Light Blue on White VW Light Blue on VW Dark Blue VW Dark Blue on VW Light Blue
White on VW Dark Blue White on VW Light Blue
Volkswagen brand design 11 | 27Basic elements20190523_Logo_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
LogoBackground | Monochrome backgrounds
The backgrounds can assume our primary colours too, enabling different variants in combination with the logo.
Important
Combinations with white are preferred. The combined use of the two blue tones is consistent with the branding, but should only be used in exceptional cases.
VW Dark Blue on White
VW Light Blue on White VW Light Blue on VW Dark Blue VW Dark Blue on VW Light Blue
White on VW Dark Blue White on VW Light Blue
Volkswagen brand design 11 | 27Basic elements20190523_Logo_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
LogoBackground | Monochrome backgrounds
The backgrounds can assume our primary colours too, enabling different variants in combination with the logo.
Important
Combinations with white are preferred. The combined use of the two blue tones is consistent with the branding, but should only be used in exceptional cases.
VW Dark Blue on White
VW Light Blue on White VW Light Blue on VW Dark Blue VW Dark Blue on VW Light Blue
White on VW Dark Blue White on VW Light Blue
Volkswagen brand design 11 | 27Basic elements20190523_Logo_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
LogoBackground | Monochrome backgrounds
The backgrounds can assume our primary colours too, enabling different variants in combination with the logo.
Important
Combinations with white are preferred. The combined use of the two blue tones is consistent with the branding, but should only be used in exceptional cases.
VW Dark Blue on White
VW Light Blue on White VW Light Blue on VW Dark Blue VW Dark Blue on VW Light Blue
White on VW Dark Blue White on VW Light Blue
Volkswagen brand design 11 | 27Basic elements20190523_Logo_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
LogoBackground | Monochrome backgrounds
The backgrounds can assume our primary colours too, enabling different variants in combination with the logo.
Important
Combinations with white are preferred. The combined use of the two blue tones is consistent with the branding, but should only be used in exceptional cases.
VW Dark Blue on White
VW Light Blue on White VW Light Blue on VW Dark Blue VW Dark Blue on VW Light Blue
White on VW Dark Blue White on VW Light Blue
Volkswagen brand design 11 | 27Basic elements20190523_Logo_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
LogoBackground | Monochrome backgrounds
The backgrounds can assume our primary colours too, enabling different variants in combination with the logo.
Important
Combinations with white are preferred. The combined use of the two blue tones is consistent with the branding, but should only be used in exceptional cases.
VW Dark Blue on White
VW Light Blue on White VW Light Blue on VW Dark Blue VW Dark Blue on VW Light Blue
White on VW Dark Blue White on VW Light Blue
Volkswagen brand design 11 | 27Basic elements20190523_Logo_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
LogoBackground | Monochrome backgrounds
The backgrounds can assume our primary colours too, enabling different variants in combination with the logo.
Important
Combinations with white are preferred. The combined use of the two blue tones is consistent with the branding, but should only be used in exceptional cases.
White on VW Dark Blue
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VW Light Blue on dark image Inadequate contrast between logo and image Do not cover product features
LogoBackgrounds | Dos and don’ts
Volkswagen brand design 12 | 27Basic elements20190523_Logo_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
LogoBackground | Image backgrounds
The logo can also be used on image backgrounds. The different logo colours allow different variants in this case too.
Logo in White and VW Dark Blue
Our logo looks best in white when used on images. Sufficient contrast and a calm background should be ensured when positioning the logo. The dark blue version is used on light backgrounds.
Logo in VW Light Blue
The logo version in VW Light Blue can be used occasionally, if this increases the luminosity of the logo significantly. However, it should be an exception.
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White on dark image
VW Light Blue on dark image
VW Dark Blue on light image White on a different colour (for example with sponsoring)
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Volkswagen brand design 12 | 27Basic elements20190523_Logo_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
LogoBackground | Image backgrounds
The logo can also be used on image backgrounds. The different logo colours allow different variants in this case too.
Logo in White and VW Dark Blue
Our logo looks best in white when used on images. Sufficient contrast and a calm background should be ensured when positioning the logo. The dark blue version is used on light backgrounds.
Logo in VW Light Blue
The logo version in VW Light Blue can be used occasionally, if this increases the luminosity of the logo significantly. However, it should be an exception.
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White on dark image
VW Light Blue on dark image
VW Dark Blue on light image White on a different colour (for example with sponsoring)
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Volkswagen brand design 12 | 27Basic elements20190523_Logo_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
LogoBackground | Image backgrounds
The logo can also be used on image backgrounds. The different logo colours allow different variants in this case too.
Logo in White and VW Dark Blue
Our logo looks best in white when used on images. Sufficient contrast and a calm background should be ensured when positioning the logo. The dark blue version is used on light backgrounds.
Logo in VW Light Blue
The logo version in VW Light Blue can be used occasionally, if this increases the luminosity of the logo significantly. However, it should be an exception.
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White on dark image
VW Light Blue on dark image
VW Dark Blue on light image White on a different colour (for example with sponsoring)
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Volkswagen brand design 12 | 27Basic elements20190523_Logo_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
LogoBackground | Image backgrounds
The logo can also be used on image backgrounds. The different logo colours allow different variants in this case too.
Logo in White and VW Dark Blue
Our logo looks best in white when used on images. Sufficient contrast and a calm background should be ensured when positioning the logo. The dark blue version is used on light backgrounds.
Logo in VW Light Blue
The logo version in VW Light Blue can be used occasionally, if this increases the luminosity of the logo significantly. However, it should be an exception.
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White on dark image
VW Light Blue on dark image
VW Dark Blue on light image White on a different colour (for example with sponsoring)
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Volkswagen brand design 13 | 27Basic elements20190523_Logo_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Examples
Our logo is used on monochrome backgrounds or low-contrast, calm backgrounds.
Don’ts
Do not place the logo on low- contrast or busy backgrounds. Likewise, do not place the logo over important product features or faces.
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White on monochrome VW Dark Blue background
Inadequate contrast between logo and image Image background too busy/too much contrast Do not cover product features Do not cover faces
White on calm dark background image VW Dark Blue on calm light background image
LogoBackground | Examples and don’ts
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White on a different colour (for example with sponsoring) White on dark image VW Dark Blue on light image
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Our logo looks best in white when used on images. Sufficient contrast and a calm background should be ensured when positioning the logo. The dark blue version is used on light backgrounds.
Logo in VW Light Blue
The logo version in VW Light Blue can be used occasionally, if this increases the luminosity of the logo significantly. However, it should be an exception.
Don’ts
Do not place the logo on low contrast or busy backgrounds. Likewise, do not place the logo over important product features or faces.
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Volkswagen brand design 13 | 27Basic elements20190523_Logo_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Examples
Our logo is used on monochrome backgrounds or low-contrast, calm backgrounds.
Don’ts
Do not place the logo on low- contrast or busy backgrounds. Likewise, do not place the logo over important product features or faces.
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White on monochrome VW Dark Blue background
Inadequate contrast between logo and image Image background too busy/too much contrast Do not cover product features Do not cover faces
White on calm dark background image VW Dark Blue on calm light background image
LogoBackground | Examples and don’ts
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Loreipsu
LogoProtected zone | Overview
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Protected zone = half of the logo diameter on all sides Text elements outside of the protected zone Design elements outside of the protected zone
Text elements within the protected zone Design elements within the protected zone
The protected zone is an integral part of the logo. Design elements or type must not be positioned in or intrude on this zone. Text and design elements are always positioned outside of the protected zone. The moving frame protrudes into the protected zone by a quarter of the logo diameter.
Design
The protected zone is half of the logo diameter on all sides.
Don’ts
Do not place image or text elements within the protected zone.
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Loips
½ a ½ aa = logo diameter
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13 | 98LogoProtected zone | Regular logo and small logo versions
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Logo version Digital Print
Regular logo ≥ 57 px ≥ 10 mm
Logo version Digital Print
Small logo 32 to 56 px 6 to < 10 mm
We have developed two logo versions so that the logo can always be readily identified. These are the regular logo and the small logo.
Regular logo
Our regular logo is the one we use primarily. it is used in digital media from a size of 57pixles and in print media from a size of 10mm.
2 Small logo
We changed the line thickness and inner spaces of the small logo to improve legibility in small sizes. It is only used in very small depictions: between 32 and 56 pixels in digital applications and between 6 and 10mm in print media.
Good to know
To differentiate easily: the small logo is recognisable by the thicker outer ring.
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Volkswagen brand design 15 | 27Basic elements20190523_Logo_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
LogoLogo versions | Regular logo and small logo
We have developed two logo versions so that the logo can always be readily identified. These are the regular logo and the small logo.
Regular logo
Our regular logo is the one we use primarily. It is used in digital media from a size of 57 pixels and in print media from a size of 10 mm.
Small logo
We changed the line thicknesses and inner spaces of the small logo to improve legibility in small sizes. It is only used in very small depictions: between 32 and 56 pixels in digital applications and between 6 and 10 mm in print media.
Good to know
To differentiate easily: the small logo is recognisable by the thicker outer ring.
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Regular logo Small logo
Logo version Digital Print
Regular logo ≥ 57 px ≥ 10 mm
Logo version Digital Print
Small logo 32 to 56 px 6 to < 10 mm
Regular Logo
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Volkswagen brand design 15 | 27Basic elements20190523_Logo_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
LogoLogo versions | Regular logo and small logo
We have developed two logo versions so that the logo can always be readily identified. These are the regular logo and the small logo.
Regular logo
Our regular logo is the one we use primarily. It is used in digital media from a size of 57 pixels and in print media from a size of 10 mm.
Small logo
We changed the line thicknesses and inner spaces of the small logo to improve legibility in small sizes. It is only used in very small depictions: between 32 and 56 pixels in digital applications and between 6 and 10 mm in print media.
Good to know
To differentiate easily: the small logo is recognisable by the thicker outer ring.
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Regular logo Small logo
Logo version Digital Print
Regular logo ≥ 57 px ≥ 10 mm
Logo version Digital Print
Small logo 32 to 56 px 6 to < 10 mm
Small Logo
Volkswagen brand designConsolidated user guidance
14 | 98LogoProtected zone | Recommended logo sizes
Full-screen formats Format Standard logo size
Standard HD 1280 x 720 px 62 px
Full HD 2K 1920 x 1080 px 92 px
Wide Quad HD 2560 x 1440 px 123 px
Ultra HD 4K 3840 x 2160 px 184 px
High Definition 4K2K 4096 x 2160 px 184 px
DIN formats Format Standard logo size¹
DIN A6 105 X 148 mm 9 mm
DIN A5 148 X 210 mm 13 mm
DIN A4 210 x 297 mm 18 mm
DIN A3 297 x 420 mm 26 mm
DIN A2 420 x 594 mm 36 mm
DIN A1 594 x 841 mm 51 mm
DIN A0 841 x 1189 mm 72 mm
Posters
Tele Lights 810 x 1200 mm 69mm
City Lights 1185 x 1750 mm 101 mm
Poster Lights 3360 x 2380 mm 203 mm
5040 x 2380 mm 203mm
Mega Lights (18 /1) 3560 x 2520 mm 215 mm
Pop-up banners
Banner S 1000 x 2000 mm 85 mm
Banner M 2000 x 5000 mm 170mm
Banner L 3600 x 9600 mm 306 mm
Recommended logo sizes for digital applications Recommended logo sizes for print applications
Example of calculating the standard logo size (DIN A4)Shorter format side = 210 mmLogo diameter = 210mm x 8.5 % = 17.85 mm ≈18 mmType area borders = 18 mm x 0.75 =13.5 mm
Example of calculating the maximum scaling (DIN A4)Shorter format side = 210 mm Logo diameter = 210 mm x 10 % =21 mmType area borders unchanged = standard logo size x 0.75 =13.5 mm
¹ For a diameter under 10 mm the minimum logo size is used, otherwise the normalstandard logo version.
Logo size is min. 8.5 % of the shorter side of the format, rounded up to the next full pixel or millimetre (= standard logo size).
The logo can be applied at up tomax. 10 % of the shorter side of the format. The choice of logo size is based on the requirements of the layout.
Typography
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Section name
Use of the two contrasting type stylesVW Head Bold and Light acts as a basic differentiating element.
Design in every detail
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TypographyBrand fonts | Font styles for online and print
Our fonts have an open, clear appearance which suits our brand personality.
VW Head & VW Head Web
The name says it all: VW Head is our headline font and has been specially developed for poster-style applications: whether Light or Bold, whether on 18/1 posters or digital displays. Currently it includes six styles.
VW Text & VW Text Web
We use VW Text for body text of all kinds, whether analogue or digital.Its excellent legibility is particularly evident in small-print text, such as footnotes and legal information.
Currently includes five styles. Please note that the cursive font styles (italic) are only used for certain technical mark ups. Apart from this they are not part of the brand typeface.
If possible, combine fonts to create high contrast e.g. Regular/Extra-bold or Light/bold; direct “font neighbours” should be combined as seldom as possible within text.
Attention
The standard font family should be used for print applications, however for web applications please use the web font families.
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Light [ABDCDEFGhijklmno1234567?!&]Regular [ABDCDEFGhijklmno1234567?!&]Regular Italic [ABDCDEFGhijklmno1234567?!&]Bold [ABDCDEFGhijklmno1234567?!&]Bold Italic [ABDCDEFGhijklmno1234567?!&]ExtraBold [ABDCDEFGhijklmno1234567?!&]
Light [ABDCDEFGhijklmno1234567?!&]Regular [ABDCDEFGhijklmno1234567?!&]Regular Italic [ABDCDEFGhijklmno1234567?!&]Bold [ABDCDEFGhijklmno1234567?!&]Bold Italic [ABDCDEFGhijklmno1234567?!&]
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TypographyBrand fonts | Font styles for Office
In Office applications, the followingtypefaces are used.
VW Head Office
Currently includes two styles.
VW Text Office
Currently includes two styles.
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Regular [ABDCDEFGhijklmno1234567?!&]Bold [ABDCDEFGhijklmno1234567?!&]
Regular [ABDCDEFGhijklmno1234567?!&]Bold [ABDCDEFGhijklmno1234567?!&]
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TypographyApplication | Combining type styles
Future provenThe new Golf
Future provenThe new Golf
Design in every detail
Design in every detail
DESIGN in every detail
Future provenThe new GolfLorem
Topline lorem ipsum
Future provenThe new GolfSubline lorem ipsum
Dare to exploreTopline lorem ipsum
Future provenThe new Golf
Future proven The new GolfSubline lorem ipsum
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Start with Bold or Light
No multiple emphasis No italics or all-caps No short sub-lines or use of top-line and sub-line together
Entirely Bold or Light Top-line or sub-line
Headlines can start with either Bold or Light text. You can change from one style to another within a single sentence.
You can also set headlines entirely in Bold, or entirely in Light.
A sub-line or top-line can be used to support the headline. Top-lines and sub-lines are not to be used together. In sub-lines only one font style is to be applied.
The top-line is to be applied at the same spacing as the headline. It is always Bold. The font size of the top-line and the sub-line is in general 50% font size of the headline.
The font style of the sub-line may be Bold or Light. Sub-lines can be single-lined or multi-lined.
Don’ts
Do not use two different types of emphasis within one headline. Only switch to a different type of style if this makes sense in terms of content of the text.
Do not use italics or all-caps.
Do not use the top-line and sub-line together. Do not set very short sub-lines in VW Head Light as they are less noticeable.
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Everyoneis invited
Dare to explore
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Application | Paragraph spacingTypography
Future proven The new GolfSubline lorem ipsum s
75 % sDit labor am fugiatet molum que solent voluptae et repedionsed qui dolorrum eum faccae. Sed utest, sitis essitis evelia autat. Utempora eos moluptas verion.
h
40 % h
Topline lorem ipsum
Future proven The new GolfDit labor am fugiatet molum que solent voluptae et repedionsed qui dolorrum eum faccae. Sed utest, sitis essitis evelia autat. Utempora eos moluptas verion.
Future proven The new GolfSubline lorem ipsum em et facid quaspienis
h
h
Dit labor am fugiatet molum que solent voluptae et repedionsed qui dolorrum eum faccae. Sed utest, sitis essitis evelia autat. Utempora eos. Moluptas verion.
Future proven The new Golf
135 %
135 %
Dit labor am fugiatet molum que solent voluptae et repedionsed qui dolorrum eum faccae. Sed utest, sitis essitis evelia autat. Utempora eos moluptas verion.
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The font size of the copy is to be applied at a maximum 75% of the sub-line. In bigger formats the font size minimizes in comparison. In case of missing sub-line the maximal size is 40% of the headline.
The spacing between the sub-line and copy (or headline and copy) equals the capital letter height of the headline. This spacing is defined as the minimum spacing and can be increased according to image and format, if required.
The spacing of the copy is 135% of the font size of the copy.
For optimal legibility, the character spacing of the brand fonts VW Head and VW Text is defined according to the font size. Kerning is always metric.
The line spacing for headlines, top-lines, sub-lines and body text is predefined.
Attention
The copy is mainly being applied in regular. Markings in bold are only partially possible and should not be applied to whole paragraphs.
Font Size Character spacing
VW Head Smaller than 40 pt 0
40 pt and larger – 10
VW Text 5.5 to 6 pt + 15
6.5 to 7 pt + 10
7.5 to 19 pt 0
20 to 39 pt – 10
40 pt and larger – 15
Use Line spacing
Headline 110%
Topline/subline 120%
Body text approx. 135%
ExampleHeadline: 32 / 35.2 pt Topline/subline: 16 / 19.2 ptBody text: 9.5 / 12.8 pt
Font size of copy text Sub-line positioning Paragraph spacing
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TypographyApplication | Font colour
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Black and white (on light and dark backgrounds respectively) are the preferred colours.
VW Light Blue can be used for drawing attention to text elements - either on white (preferred) or VW Dark Blue. Do not use it to add emphasis within text!
3 VW Dark Blue can be used as a text colour when the logo and moving frame are also in VW Dark Blue on a white background.
Good to know
White on VW Light Blue should never be used for reasons of contrast (legibility).
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TypographyApplication | Reduce moving frame headline positioning
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Cap height = 70% logo diameter
Cap height = 35% logo diameter Cap height > logo diameter
1 The headline size is variable and can be selected freely according to the amount of text.
In order to keep text in proportion with our logo, the cap height of headlines is generally between 70% and 35% of the logo diameter.
In individual cases, especially for advertising/out-of-home, it can be reasonable to choose a smaller or bigger type size.
The headline position does not always have to be dependent on the logo - headlines can also be freely positioned within the moving frame.
In such cases, the fact that the headline position is detached from the logo it must always be clear at first glance.
If a vertical or horizontal orientation in relation to the logo is selected, the inner edge of the logo outline is chosen as a reference point.
Don’ts
Avoid unclear positioning close to the logo or aligning the headline with the logo in a way that is not logical.
Headline Bolda 0,35 a
Headline Bolda 0,7 a
LoremSubline Lorem ipsum
a
a
Headline and logo not separated clearly enough
Headline not aligned with logo in a logical manner
Headline aligned with lower edge of logo outline
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Headline detached from logo position
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4
Headline Boldand Light
Headline Boldand Light
Headline Boldand Light
Headline Boldand Light
3
Headline Bol Headline BolSecondand Light Headline Bo
Secondand Light
Headline Boldand Light
1 If the headline is positioned horizontally at the logo, the distance to the logo is half of the logo diameter.
Single-lined headlines are positioned centrally to the logo.
Multi-lined headlines are always positioned at the upper inner edge of the logo.
If the headline is positioned vertically in relation to the logo, the distance of the logo is always half of the logo diameter.
The position is always left-justified to the inner edge of the left side contour of the logo.
The amount of lines has no influence on the position.
Don’ts
Other positioning is not permitted.
23 | 26Volkswagen brand designConsolidated user guidance
Application | Moving frame headline positioningTypography
5
Do not top align one-line headlines
Horizontal headline positioning Horizontal headline positioning Horizontal headline positioning Vertical headline positioning
Do not centre multi-line headlines Do not align to gap in moving frame
41
2
3
4
5
2 3
Do not encroach into the logo’s protection zone
Headline Bola½ a
Headline Bol Headline BolSecondand Light Headline Bold
Secondand Light
a
½ a
24 | 26Typography Volkswagen brand designConsolidated user guidance
Standards | Paragraph and character styles
Do not use indents Do not centre or right align text Do not have character spacing to large or too tight
1 1
Do not encroach into the logo’s protection zone.
All text is applied left-justified and without indentations. Within the editorial application justification can be used.
The font sizes for headlines, top-lines, sub-lines and body text can be freely selected according to the particular context and the amount of text. However, you should observe the specified minimum ratios.
Don’ts
Please do not use indentations, aligned-right or centre alignment.
Do not use character spacing other than that specified. Do not manually adjust the character spacing in office applications.
Body textShould be no more than75% of the sub-line size
Sub-lineAbout 50 % of the headline size
Headline
2
2
Headline Boldand LightSubline
Copy unte soluptatur, ut laborerumet none poreraeil etur obitenda sequian deliasitius, aum queco repe velique pre nobis nis adi. Aperias ex eatem si reperit atquam reperspis enti aut illaces alit utempos pro earchil inci qui offici des aut mos dollautet apelectur sandandipidi voles estectorume andis et etuste es dendae reped eum qui solupat et faciur.
25 | 26Volkswagen brand designConsolidated user guidance
TypographyStandards | Typesetting guidelines
Quotation marks
For English-language texts, we use theEnglish-style quotation marks (opening quotation mark and closing quotation mark are above – often described as “66–99”).For a quote within a quote, single quotation marks are used. Straight quotation marks(“) do not conform with brand style (they stand for minutes, degrees or inches).
“Word”‘Word’
Physical, currency and other units
In continuous text, units are written out (euro, metre, kilometres per hour, etc.). In lists, tables, tag-lines, graphical boxes etc., as well as in headlines, the appropriate symbols or abbreviations are used (€, m, km/h, etc.).You should always put space between the number and the unit (a hair space for print, a blank space in online and Office programs).Please ensure that the number and unit stay together on one line.
With a range of 300 kilometres per battery charge, the e-Golf gives you peace of mind.
• Maximum speed: 220 km/h
Adding emphasis within texts
This should be done as little as possible.Purely in terms of communication, key content should stand out in the form of headlines, sub-headlines and lists.
No full stop at the end of headlines
There should never be a full stop at the end of a headline, regardless of the medium and regardless of whether or not the headline is a full sentence. This does not apply to other forms of punctuation, particularly question marks. We strongly advise against using exclamation marks, apart from in the case of tag-lines, direct instructions and warnings.
Telephone numbers
All telephone numbers should include the country code preceded by a + sign. The following area and mobile codes are separated by a space (a hair space in print publications,a blank space in Office programs) and do not include the first zero. The telephone number itself is likewise separated by a space, and the digits can be grouped together to make it easier to read. Extension numbers are also separated by a space, not by a hyphen.In summary: no brackets, slashes, hyphens or zeros at the start of country, area or mobile codes. Telephone numbers always stay on one line.
+49 123 456 789 00
Web addresses
Web addresses are written without the “http//:” or “https://” and without “www.”.If they are at the end of a paragraph or a standalone line, no full stop is used at the end of the sentence. Web addresses should stay on one line wherever possible.
Visit our website atvolkswagen.uk
ListsEnumerations are always characterised by bullets in the colour of the type face. They are typographically identical with the em dash (no hyphens!). In addition bullets can, but don’t have to, be indented.
The spacing between the bullet and the text should neither be too big nor too small(Reference point: half a dot size in mm, e.g. at 12 pt font size 4 mm spacing).
– First bullet– Next bullet– The next but one bullet
NumbersAs usual, numbers from one to twelve are written out in continuous text. Digits are used for all other numbers. The comma is used to separate groups of thousands. Please note that decimal values are given with a full stop, not a comma.
One to twelve13 to 15
127.89,550.5100,000.01,000,000.0
Other languages
Please remember that for translations into other languages, typographical elements also need to be “translated”.
Guidelines for this can be found in the relevant language version.
Examples of style in German texts
Quotation marks:„Wort“ not “word”
Units:500 € not €500
Decimal place:9.550,5 not 9,550.5
Please note
Although some of the guidelines here may appear to concern minor details, adhering to them plays a key role in creating a uniform and effective corporate identity.
In certain context other rules may apply: in such cases, this must be clearly stated.
26 | 26Typography Volkswagen brand designConsolidated user guidance
Standards | Copyright and usage rights
When you download the Volkswagen typefaces, you will receive an individual workplace licence (for one computer). If you require multiple licences, you will need to order additional font files.
The use of these fonts is permitted only for work undertaken on behalf ofVolkswagen, work received from Volkswagen and for its third-party providers.The fonts are not licensed for any additional purposes. Any transfer of the fonts to third parties, i.e. individuals, companies and institutions apart fromVolkswagen AG and its service providers, is prohibited.
When you receive the fonts, you are entitled to make a single backup copy.No additional copies may be made. The fonts including the backup copy must be returned to Volkswagen AG upon termination of the contractual relationship between Volkswagen AG and the respective service provider.
VW Head and VW Text
© 2015All rights reserved by Volkswagen AG.Duplication, transfer to third parties, and resale prohibited.
Good to know
By using the Volkswagen fonts, you confirm that you accept these licensing guidelines. Please read the notes on this page on copyright and usage rights carefully.
Moving Frame
28 | 44Volkswagen brand designConsolidated user guidance
Section name
The moving frame forms a unit with our logo.
Moving FrameThe moving frame is a flexible design element which, together with our logo, defines our overall appearance.It allows a high degree of creative freedom and is easy to use.
29 | 98Volkswagen brand designConsolidated user guidance
Section name
30 | 98Volkswagen brand designConsolidated user guidance
Moving frameConstruction | Flexible logo position
Brand-defining combination
The moving frame forms a visual framework in which the logo is integrated. It is one of the most important design elements of the brand and should be used as often as possible.
The logo can be positioned at any point along the moving frame - wherever it is most visible and has the greatest impact.
Don'ts
Don't position the logo on any corner of the moving frame.
31 | 98Volkswagen brand designConsolidated user guidance
Moving frameConstruction | Use in the layout
The moving frame offers lots of creative freedom. Depending on the motif, it can be moved about within the layout as shown.
The task of the moving frame is to gather and highlight the central communicative contents.
The brand-defining link between the logo and moving frame is always maintained.
Good to know
The alternating positioning of the logo and proportions of the moving frame create a dynamic overall impression, which fits in well with our modern, digitally styled appearance.
32 | 98Volkswagen brand designConsolidated user guidance
Moving frameConstruction | Reduced moving frame
3D: Moving frame 2D: Reduced moving frame
The moving frame is spanned over four sides in 3D applications.The logo therefore appears in combination with just one of the lines of the moving frame on the logo side of the 3D element.
This principle can also be transferred to 2D applications in the form of the reduced moving frame. It can be used both horizontally and vertically and positioned within the layout in the same way as the moving frame.
Just like the full moving frame, the reduced moving frame forms a flexible unit together with the logo.
33 | 98Volkswagen brand designConsolidated user guidance
Moving frameConstruction | Integration of the logo
The positioning of the logo and moving frame with respect to each other is strictly defined and never changed.
The logo is always positioned horizontally or vertically in the centre of the line of the moving frame, with the line broken around the logo based on a permanently defined value.
¼ a
½ a
½ a
¼ aa = logo diameter¼ a
¼ a
½ a½ a
a = logo diameter
34 | 98Volkswagen brand designConsolidated user guidance
Do not detach the logo from the moving frame Do not position the logo in the corner of the moving frame
Do not crop the moving frame
Moving frameConstruction | Dos and don’ts
1
Logo is positioned flexibly on the moving frame Flexible use of the moving frame Reduced moving frame
1 Design examples
The logo and moving frame always form a flexible unit and are always used together.
Don’ts
Do not use the logo and moving frame independently of one another.
2
2
35 | 98Volkswagen brand designConsolidated user guidance
Do not leave the moving frame blank Do not place the full communicative statement outside of the moving frame
Do not place the moving frame if the brand acts as the sender
Moving frameConstruction | Integration of text
Headline Boldand Light
Headline Boldand LightLusciis veres moto dollaut
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Headline Boldand LightLusciis veres moto dollau t
Offi cips antius, conet opta sae explit elluptius assit volupt i onsedionse nempel magnis eations equosam simus ducips a cus quam hil mi, serumquam , nis reperer atiate doluptassit , evelli tatur suntia e volo eiusa es ea videligni. Omnisq u iatiaestia illatessi t.
Headline Boldand LightLusciis veres moto dollaut
Officips antius, conet opta sae explit elluptius assit volupti onsedionse nempel magnis eations equosam simus ducipsa cus quam hil mi, serumquam, nis reperer atiate doluptassit, evellitatur suntiae volo eiusa es ea videligni. Omnisqu iatiaestia illatessit.
Headline Boldand Light
Headline Boldand LightLusciis veres moto dollaut
Officips antius, conet opta sae explit elluptius assit volupti onsedionse nempel magnis eations equosam simus ducipsa cus quam hil mi, serumquam, nis reperer atiate doluptassit, evellitatur suntiae volo eiusa es ea videligni. Omnisqu iatiaestia illatessit.
Volkswagen brand design 17 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Examples
The moving frame always contains a communicative statement, and is omitted if the brand acts as the sender.
Don’ts
Do not leave moving frames blank or position the full communicative statement outside of the moving frame.
1
2
Communicative statement in the moving frame
Do not leave the moving frame blank Do not place the moving frame if the brand acts as the sender
Brand as sender without moving frame Subline and continuous text in the moving frame
1
2
Moving frameFunctionality | Examples and don’ts
Do not place the full communicative statement outside of the moving frame
Headline Boldand LightLusciis veres moto dollaut
Officips antius, conet opta sae explit elluptius assit volupti onsedionse nempel magnis eations equosam simus ducipsa cus quam hil mi, serumquam, nis reperer atiate doluptassit, evellitatur suntiae volo eiusa es ea videligni. Omnisqu iatiaestia illatessit.
Headline Boldand Light
Headline Boldand LightLusciis veres moto dollaut
Officips antius, conet opta sae explit elluptius assit volupti onsedionse nempel magnis eations equosam simus ducipsa cus quam hil mi, serumquam, nis reperer atiate doluptassit, evellitatur suntiae volo eiusa es ea videligni. Omnisqu iatiaestia illatessit.
Volkswagen brand design 17 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Examples
The moving frame always contains a communicative statement, and is omitted if the brand acts as the sender.
Don’ts
Do not leave moving frames blank or position the full communicative statement outside of the moving frame.
1
2
Communicative statement in the moving frame
Do not leave the moving frame blank Do not place the moving frame if the brand acts as the sender
Brand as sender without moving frame Subline and continuous text in the moving frame
1
2
Moving frameFunctionality | Examples and don’ts
Do not place the full communicative statement outside of the moving frame
1
2
Communicative statement in the moving frame Subline and continuous text in the moving frame Brand as sender without moving frame
1 Examples
The moving frame always contains a communicative statement, and is omitted if the brand acts as a sender.
Don’ts
Do not leave moving frames blank or position the full communicative statement outside of the moving frame.
2
36 | 98Volkswagen brand designConsolidated user guidance
1 The moving frame and logo always form a unit and are always the same colour, chosen from the primary colours of our brand.
White
The white logo with white moving frame is always the first choice – in all applications.
Additional colour versions
If the white logo with white moving frame is not set off from the background sufficiently, we use logo and moving frame either inVW Dark Blue or in VW Light Blue.
Don’ts
Do not use more than one colour for logo and moving frame. The logo in the moving frame must not be replaced by any other element.
Do not use two different colours for the logoand moving frame
Do not use typography instead of the logo Do not use icons or images instead of the logo
Moving frameColours | Overview
Volkswagen brand design 20 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Examples
The logo and moving frame always form a colour unit in the primary colours of our brand.
Don’ts
Do not use more than one colour for logo and moving frame. The logo in the moving frame must not be replaced by any other element.
You will find additional information and colour definitions in the section → Basic elements | Colours
1
2
White on VW Dark Blue
Do not use two different colours for the logo and moving frame
Moving frameColours | Examples and don’ts
VW Dark Blue on White VW Light Blue on White
1
2
1
2
17
Do not use typography instead of the logo Do not use icons or images instead of the logo
Volkswagen brand design 20 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Examples
The logo and moving frame always form a colour unit in the primary colours of our brand.
Don’ts
Do not use more than one colour for logo and moving frame. The logo in the moving frame must not be replaced by any other element.
You will find additional information and colour definitions in the section → Basic elements | Colours
1
2
White on VW Dark Blue
Do not use two different colours for the logo and moving frame
Moving frameColours | Examples and don’ts
VW Dark Blue on White VW Light Blue on White
1
2
1
2
17
Do not use typography instead of the logo Do not use icons or images instead of the logo
Volkswagen brand design 20 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Examples
The logo and moving frame always form a colour unit in the primary colours of our brand.
Don’ts
Do not use more than one colour for logo and moving frame. The logo in the moving frame must not be replaced by any other element.
You will find additional information and colour definitions in the section → Basic elements | Colours
1
2
White on VW Dark Blue
Do not use two different colours for the logo and moving frame
Moving frameColours | Examples and don’ts
VW Dark Blue on White VW Light Blue on White
1
2
1
2
17
Do not use typography instead of the logo Do not use icons or images instead of the logo
Volkswagen brand design 20 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Examples
The logo and moving frame always form a colour unit in the primary colours of our brand.
Don’ts
Do not use more than one colour for logo and moving frame. The logo in the moving frame must not be replaced by any other element.
You will find additional information and colour definitions in the section → Basic elements | Colours
1
2
White on VW Dark Blue
Do not use two different colours for the logo and moving frame
Moving frameColours | Examples and don’ts
VW Dark Blue on White VW Light Blue on White
1
2
1
2
17
Do not use typography instead of the logo Do not use icons or images instead of the logo
1
2
2
White on VW Dark Blue VW Dark Blue on White VW Light Blue on White
37 | 98Volkswagen brand designConsolidated user guidance
Moving frameBackground | Monochrome backgrounds
VW Dark Blue on White
VW Light Blue on White VW Light Blue on VW Dark Blue VW Dark Blue on VW Light Blue
White on VW Dark Blue White on VW Light Blue
Volkswagen brand design 21 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
If the moving frame is used on monochrome backgrounds, we use the primary colours VW Dark Blue, VW Light Blue and White.
Please note
Combinations with white are preferred. The combined use of the two blue tones is consistent with the branding, but should only be used in exceptional cases.
Moving frameBackground | Monochrome backgrounds
VW Dark Blue on White White on VW Dark Blue White on VW Light Blue
VW Light Blue on White VW Light Blue on VW Dark Blue VW Dark Blue on VW Light Blue
If the moving frame is used on monochrome backgrounds, we use the primary colours VW Dark Blue,VW Light Blue and White.
Please note
Combinations with white are preferred. The combined use of the two blue tones is consistent with the branding, but should only be used in exceptional cases.
VW Dark Blue on White
VW Light Blue on White VW Light Blue on VW Dark Blue VW Dark Blue on VW Light Blue
White on VW Dark Blue White on VW Light Blue
Volkswagen brand design 21 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
If the moving frame is used on monochrome backgrounds, we use the primary colours VW Dark Blue, VW Light Blue and White.
Please note
Combinations with white are preferred. The combined use of the two blue tones is consistent with the branding, but should only be used in exceptional cases.
Moving frameBackground | Monochrome backgrounds
VW Dark Blue on White
VW Light Blue on White VW Light Blue on VW Dark Blue VW Dark Blue on VW Light Blue
White on VW Dark Blue White on VW Light Blue
Volkswagen brand design 21 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
If the moving frame is used on monochrome backgrounds, we use the primary colours VW Dark Blue, VW Light Blue and White.
Please note
Combinations with white are preferred. The combined use of the two blue tones is consistent with the branding, but should only be used in exceptional cases.
Moving frameBackground | Monochrome backgrounds
VW Dark Blue on White
VW Light Blue on White VW Light Blue on VW Dark Blue VW Dark Blue on VW Light Blue
White on VW Dark Blue White on VW Light Blue
Volkswagen brand design 21 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
If the moving frame is used on monochrome backgrounds, we use the primary colours VW Dark Blue, VW Light Blue and White.
Please note
Combinations with white are preferred. The combined use of the two blue tones is consistent with the branding, but should only be used in exceptional cases.
Moving frameBackground | Monochrome backgrounds
38 | 98Volkswagen brand designConsolidated user guidance
The logo and moving frame are used on monochrome backgrounds or low-contrast calm images. The different logo colours allow different variants in this case too.
Logo and moving frame in White and VW Dark Blue
The logo and moving frame look best in White when used in images.Make sure when positioning both that there is adequate contrast and a calm background. VW Dark Blue version is used on light backgrounds.
Logo and moving frame in VW Light Blue
The logo version in VW Light Blue can be used occasionally, if this increases the luminosity of the logo significantly. However, it should be an exception.
Don’ts
Do not use the logo and moving frame on high-contrast or busy backgrounds. Likewise, do not place the logo over important product features or faces.
Minimum logo size and proportion with respect to moving frame disregarded
Insufficient contrast with respect to image Product feature covered or Image background too busy/too contrasting
Moving frameBackground | Background images
1
2
1
2
Volkswagen brand design 22 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
The logo and moving frame can also be used on image backgrounds. The different logo colours allow different variants in this case too.
Logo and moving frame in White and VW Dark Blue
The logo and moving frame look best in white when used in images.Make sure when positioning both that there is adequate contrast and a calm background. VW Dark Blue version is used on light backgrounds.
Logo and moving frame in VW Light Blue
The logo version in VW Light Blue can be used occasionally, if this increases the luminosity of the logo significantly. However, it should be an exception.
1
2
Moving frameBackground | Image backgrounds
White on dark image
VW Light Blue on dark image
VW Dark Blue on light image
1
2
1
2
Volkswagen brand design 22 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
The logo and moving frame can also be used on image backgrounds. The different logo colours allow different variants in this case too.
Logo and moving frame in White and VW Dark Blue
The logo and moving frame look best in white when used in images.Make sure when positioning both that there is adequate contrast and a calm background. VW Dark Blue version is used on light backgrounds.
Logo and moving frame in VW Light Blue
The logo version in VW Light Blue can be used occasionally, if this increases the luminosity of the logo significantly. However, it should be an exception.
1
2
Moving frameBackground | Image backgrounds
White on dark image
VW Light Blue on dark image
VW Dark Blue on light image
1
2
Volkswagen brand design 23 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Moving frameBackground | Examples and don’ts
Examples
The logo and moving frame are used on monochrome backgrounds or low-contrast calm images.
Don’ts
Do not use the logo and moving frame on high-contrast or busy backgrounds. Likewise, do not place the logo over important product features or faces.
1
2
White on monochrome VW Dark Blue background White on calm dark background image VW Dark Blue on calm bright background image
Insufficient contrast with respect to image Image background too busy/too contrasting Product feature covered Minimum logo size and proportion with respect to moving frame disregarded
1
2
Volkswagen brand design 23 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Moving frameBackground | Examples and don’ts
Examples
The logo and moving frame are used on monochrome backgrounds or low-contrast calm images.
Don’ts
Do not use the logo and moving frame on high-contrast or busy backgrounds. Likewise, do not place the logo over important product features or faces.
1
2
White on monochrome VW Dark Blue background White on calm dark background image VW Dark Blue on calm bright background image
Insufficient contrast with respect to image Image background too busy/too contrasting Product feature covered Minimum logo size and proportion with respect to moving frame disregarded
1
1
2
3
2
3
White on dark image VW Dark Blue on light image VW Light Blue on dark image
1
2
1
2
Volkswagen brand design 22 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
The logo and moving frame can also be used on image backgrounds. The different logo colours allow different variants in this case too.
Logo and moving frame in White and VW Dark Blue
The logo and moving frame look best in white when used in images.Make sure when positioning both that there is adequate contrast and a calm background. VW Dark Blue version is used on light backgrounds.
Logo and moving frame in VW Light Blue
The logo version in VW Light Blue can be used occasionally, if this increases the luminosity of the logo significantly. However, it should be an exception.
1
2
Moving frameBackground | Image backgrounds
White on dark image
VW Light Blue on dark image
VW Dark Blue on light image
39 | 98Volkswagen brand designConsolidated user guidance
Moving frame Layout design | Line thickness
2
1
1
2
Line thickness in digital applications
Logo diameter 32 px 48 px 64 px 80 px 96 px 112 px 128 px 144 px 160 px
Line thickness 2 px1 2 px1 2 px1 2 px2 3 px 3 px2 4 px 4 px2 5 px
Line thickness in print applications
Logo diameter 6 mm 9 mm 13 mm 18 mm 26 mm 36 mm 51 mm 72 mm 215 mm
Line thickness 1 pt1 1 pt1 1 pt1 1.35 pt 2 pt 2.7 pt 3.8 pt 5.4 pt 16pt
The line thickness of the moving frame is dependent on the logo diameter and is strictly defined for all digital and print applications.
Digital applications
The diameter of the logo divided by 32 equals the line thickness in px.
Example calculation:
Logo diameter = 64 pxLine thickness = 64 : 32 = 2 px
Print applications
The diameter of the logo multiplied by a factor of 0.075 equals the line thickness in pt. The minimum line thickness in 1 pt.
Example calculation:
Logo diameter = 18 mmLine thickness = 18 x 0.075 = 1.35 pt
Logo diameter in px : 32 = line thickness in px
Logo diameter in mm × 0.075 = line thickness in pt
40 | 98Volkswagen brand designConsolidated user guidance
Moving frameLayout design | Moving frame
1 Type area
The type area borders derive from the standard logo size 1 for all applications and are always circumferentially ¾ of the logo diameter.
Placement in the layout
The moving frame is always constructed within the type area and can move freely within the layout.
Please ensure that the logo does not protrude from the type area border.
Integration of the logo
The distance of the moving frame is always ¼ of the logo diameter.The spacing between the logo and the corner must always be at least one whole logo diameter.
Text spacing
The text is positioned at a distance of at least half of the logo diameter from the moving frame (both inside and outside). The logo’s protected zone must be observed.
2
3
4
Type area border = ¾ a
Type area border = ¾ a
Distance of text from frame = ½ a
Logo diameter = a
Protected zone around logo = ½ a
Headline Boldand LightLusciis veres moto dollaut
Officips antius , conet opta sae explit elluptius assit volupti onsedionse nem pel magnis eations equosam. Omnisqu iatiaestia illatessit.
¾ a½ a¾ a ¼ a ¼ a a
a
1 2 4
3
41 | 98Volkswagen brand designConsolidated user guidance
Moving frameLayout design | Reduced moving frame
1 Type area
The type area borders derive from the standard logo size 1 for all applications and are always circumferentially ¾ of the logo diameter.
Placement in the layout
The reduced moving frame is above/below (vertical orientation) respectively right/left (horizontal orientation) always bled off. It never ends at the type area borders.
Please ensure the logo does not protrude from the type area border.
Integration of the logo
The spacing of the Moving Frame is always ¼ of the logo diameter.The spacing between logo and format border has to be minimum1¼ of the logo diameter.
Text spacing
The text has a spacing of minimum½ of the logo diameter to themoving frame. The protected zoneof the logo has to be adhered.
Type area border = ¾ a
Type area border = ¾ a
Logo diameter = a
Protected zone around logo = ½ a
¾ a¾ aa ½ a
Headline Boldand LightLusciis veres moto dollaut
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1 4
2
2
Headline Boldand LightLusciis veres moto dollaut
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1
¾ a
4
2 23
¼ a ¼ a a
1¼ a
3
4
2
42 | 98Volkswagen brand designConsolidated user guidance
Moving frameLayout design | Special formats
1
3
2
Aspect ratio (f : g) 1 : 1 to 1:1.7
Aspect ratio (f : g) 1 : 1.7 to 1:2.5
Aspect ratio (f : g) 1 : > 2.5
The logo size in special formats depends on the aspect ratio (independently of the format dimensions):
1 Logo with moving frame
If the aspect ratio is 1:1 to 1:1.7, the logo size measures 8.5% of the shorter side of the format (standard rule).
If the aspect ratio is 1:1.7 to 1:2.5, the logo size measures 12% of the shorter side of the format.
If the aspect ratio is larger than1:2.5, no moving frame is included.In this case, feel free to choose the logo size that best suits the format and purpose.
Logo without moving frame
Choose the logo size that best suits the format and purpose.
2
3
f
= 8.5 % of f = 8.5 % of f
f
g g
= 12 % of f = 12 % of f
f
g
No moving frame
Logo size can be freely selected
g g
43 | 98Volkswagen brand designConsolidated user guidance
Moving frameLayout design | Application examples
Headline BoldHeadline LightSubline Bold lorem ipsum
Officips Mantius, conet opta sae explit elluptius assit volupt quam hil, serumquam, doluptasit, videligni. Omnisqu illates.
Headline BoldHeadline LightSubline Bold
Officips Mantius, conet optasae explit assit volupt onsedioempel magnis eations equosam ducip. Omnisqu illates. Headline Bold
Headline Light
Headline LightHeadline Bold
Volkswagen brand design 30 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Moving frameLayout design | Examples with reduced moving frame
Headline BoldHeadline LightSubline Bold lorem ipsum
Officips Mantius, conet opta sae explit elluptius assit volupt quam hil, serumquam, doluptasit, videligni. Omnisqu illates.
Headline BoldHeadline LightSubline Bold
Officips Mantius, conet optasae explit assit volupt onsedioempel magnis eations equosam ducip. Omnisqu illates. Headline Bold
Headline Light
Headline LightHeadline Bold
Volkswagen brand design 30 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Moving frameLayout design | Examples with reduced moving frame
Headline LightHeadline BoldSubline Bold
Officips Mantius, conet opta sae explit elluptius assit volupt onsedionse nempel magnis eations equosam simus ducipsa cus quam hil mi, serumquam, nis reperer atiate doluptasit, evellitatur suntiae videligni. Omnisqu illates.
Headline BoldHeadline LightSubline Light lorem ipsum simus
Officips Mantius, conet opta sae explit elluptius assit volupt onsedionse nempel magnis eations equosam simus ducipsa cus quam hil mi, serumquam, nis reperer doluptasit, evellitatur suntiae videligni. Omnisqu illates.
Topline
Headline BoldHeadline Light
Topline lorem ipsum
Headline BoldHeadline LightOfficips Mantius, conet opta sae explit elluptius assit volupt quam hil, serumquam, doluptasit, videligni. Omnisqu illates.
Volkswagen brand design 29 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Moving frameLayout design | Examples
Headline LightHeadline BoldSubline Bold
Officips Mantius, conet opta sae explit elluptius assit volupt onsedionse nempel magnis eations equosam simus ducipsa cus quam hil mi, serumquam, nis reperer atiate doluptasit, evellitatur suntiae videligni. Omnisqu illates.
Headline BoldHeadline LightSubline Light lorem ipsum simus
Officips Mantius, conet opta sae explit elluptius assit volupt onsedionse nempel magnis eations equosam simus ducipsa cus quam hil mi, serumquam, nis reperer doluptasit, evellitatur suntiae videligni. Omnisqu illates.
Topline
Headline BoldHeadline Light
Topline lorem ipsum
Headline BoldHeadline LightOfficips Mantius, conet opta sae explit elluptius assit volupt quam hil, serumquam, doluptasit, videligni. Omnisqu illates.
Volkswagen brand design 29 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Moving frameLayout design | Examples
44 | 98Volkswagen brand designConsolidated user guidance
Do not place the logo outside of the type area Do not place the full communicative statement outside of the moving frame
Do not exceed the maximum scaling size
Moving frameLayout design | Don’ts
Lusciis veres moto dollaut.
Officips antius, conet opta sae explit elluptius assit volupti onsedionse nempel magnis eations equosam simus ducipsa cus quam hil mi, serumquam, nis reperer atiate doluptassit, evellitatur suntiae volo eiusa es ea videligni. Omnisqu iatiaestia illatessit.
Headline Boldand Light
Headline Boldand Light
Headline Boldand Light
Headline Boldand Light
Headline Boldand Light
Volkswagen brand design 31 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Moving frameLayout design | Don’ts
Do not place the logo outside of the type area Do not exceed the maximum scaling sizeDo not place the full communicative statement outside of the moving frame
Do not detach logo from moving frame Do not position the logo in the corner of the moving frame Do not crop the moving frame
Lusciis veres moto dollaut.
Officips antius, conet opta sae explit elluptius assit volupti onsedionse nempel magnis eations equosam simus ducipsa cus quam hil mi, serumquam, nis reperer atiate doluptassit, evellitatur suntiae volo eiusa es ea videligni. Omnisqu iatiaestia illatessit.
Headline Boldand Light
Headline Boldand Light
Headline Boldand Light
Headline Boldand Light
Headline Boldand Light
Volkswagen brand design 31 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Moving frameLayout design | Don’ts
Do not place the logo outside of the type area Do not exceed the maximum scaling sizeDo not place the full communicative statement outside of the moving frame
Do not detach logo from moving frame Do not position the logo in the corner of the moving frame Do not crop the moving frame
Lusciis veres moto dollaut.
Officips antius, conet opta sae explit elluptius assit volupti onsedionse nempel magnis eations equosam simus ducipsa cus quam hil mi, serumquam, nis reperer atiate doluptassit, evellitatur suntiae volo eiusa es ea videligni. Omnisqu iatiaestia illatessit.
Headline Boldand Light
Headline Boldand Light
Headline Boldand Light
Headline Boldand Light
Headline Boldand Light
Volkswagen brand design 31 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Moving frameLayout design | Don’ts
Do not place the logo outside of the type area Do not exceed the maximum scaling sizeDo not place the full communicative statement outside of the moving frame
Do not detach logo from moving frame Do not position the logo in the corner of the moving frame Do not crop the moving frameDo not detach logo from moving frame Do not position the logo in the corner of the moving frame Do not crop the moving frame
Lusciis veres moto dollaut.
Officips antius, conet opta sae explit elluptius assit volupti onsedionse nempel magnis eations equosam simus ducipsa cus quam hil mi, serumquam, nis reperer atiate doluptassit, evellitatur suntiae volo eiusa es ea videligni. Omnisqu iatiaestia illatessit.
Headline Boldand Light
Headline Boldand Light
Headline Boldand Light
Headline Boldand Light
Headline Boldand Light
Volkswagen brand design 31 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Moving frameLayout design | Don’ts
Do not place the logo outside of the type area Do not exceed the maximum scaling sizeDo not place the full communicative statement outside of the moving frame
Do not detach logo from moving frame Do not position the logo in the corner of the moving frame Do not crop the moving frame
Lusciis veres moto dollaut.
Officips antius, conet opta sae explit elluptius assit volupti onsedionse nempel magnis eations equosam simus ducipsa cus quam hil mi, serumquam, nis reperer atiate doluptassit, evellitatur suntiae volo eiusa es ea videligni. Omnisqu iatiaestia illatessit.
Headline Boldand Light
Headline Boldand Light
Headline Boldand Light
Headline Boldand Light
Headline Boldand Light
Volkswagen brand design 31 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Moving frameLayout design | Don’ts
Do not place the logo outside of the type area Do not exceed the maximum scaling sizeDo not place the full communicative statement outside of the moving frame
Do not detach logo from moving frame Do not position the logo in the corner of the moving frame Do not crop the moving frame
Lusciis veres moto dollaut.
Officips antius, conet opta sae explit elluptius assit volupti onsedionse nempel magnis eations equosam simus ducipsa cus quam hil mi, serumquam, nis reperer atiate doluptassit, evellitatur suntiae volo eiusa es ea videligni. Omnisqu iatiaestia illatessit.
Headline Boldand Light
Headline Boldand Light
Headline Boldand Light
Headline Boldand Light
Headline Boldand Light
Volkswagen brand design 31 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Moving frameLayout design | Don’ts
Do not place the logo outside of the type area Do not exceed the maximum scaling sizeDo not place the full communicative statement outside of the moving frame
Do not detach logo from moving frame Do not position the logo in the corner of the moving frame Do not crop the moving frame
Colours
The playful interaction of the three primary colours is a visually powerful portrayal of our brand.
47 | 98Volkswagen brand designConsolidated user guidance
ColoursBrand colours | Primary colours
WhiteWhite VW Dark Blue VW Light Blue
Volkswagen brand design 7 | 17Basic elements20190523_Colours_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
ColoursPrimary colours | Brand-defining colour trio
White, VW Dark Blue and VW Light Blue are the three primary colours of our brand.
The playful interaction is a consis-tent and visually powerful portrayal of our brand. Not all three colours have to be used in every application; what is important is the overall impression created.
Preference
Combinations with white are pre- ferred. The combination of the two blue tones is consistent with the branding, but should only be used in exceptional cases.
1
2
1
2
VW Dark Blue VW Light Blue
1 1
2
White, VW Dark Blue and VW Light Blue are the three primary colours of our brand.
2 The playful interaction is consistent and a visually powerful portrayal of our brand. Not all three colours have to be used in every application; what is important is that the overall impression is created.
Preference
Combinations with white are preferred.
The combination of the two blue tones is consistent with the branding, but should only be used in exceptional cases.
48 | 98Volkswagen brand designConsolidated user guidance
Secondary colours are used to differentiate values in information graphics and also used for UX functions in digital applications. We never use them over large areas.
The blue secondary colours VW Lake Blue and VW Sky Blue are extensions of the primary colours VW Light Blue and VW Dark Blue.
The grey colour palette is tailored in terms of brightness and intensity to the blue colour palette. This means that both can be easily combined with one another.
Good to know
We defined other colours for use in digital media. Please see the corresponding guidelines for more information about their functional purposes and application.
ColoursBrand colours | Secondary colours
VW Lake Blue VW Sky Blue VW Tin Grey VW Light Grey
Example: pie chart Example: calendar
January February March
Lorem ipsum 1
Lorem ipsum 2
Lorem ipsum 3
Lorem ipsum 4
Lorem ipsum 5
Lorem ipsum 6
Lorem ipsum 7
Lorem ipsum 8Lorem
Lorem
Lorem
Lorem
Lorem
Lorem
Lorem
7
5
6
2
3
4
1
1 2 3 4 5 6 7 8 9 10 11 12
49 | 98Volkswagen brand designConsolidated user guidance
ColoursColour definition | Primary colours
Digital
RGB sRGB 255 | 255 | 255 0 | 30 | 80 0 | 176 | 240
Hexademical #ffffff #001e50 #00b0f0
Lab 100 | 0 | 0 12 | 8 | -34 67 | -21 | -43
Paint
RAL RAL 9016, Traffic white RAL Classic 5003 Sapphire blue RAL design 240 60 40
NCS NCS S 0300-N NCS S 6030-R80B NCS S 1060B
Oracal Oracal 010 white Oracal 050 Dark blue Oracal 053 Light blue
3M Scotchcal 3M Scotchcal 010 White 3M Scotchcal 724 Sapphire Blue 3m Scothchal 123 Light Blue
PANTONE® coated - PANTONE 534 PANTONE 299
PANTONE® uncoated - PANTONE 289 PANTONE 2995
CMYK coated ISO Coated v2 (Fogra 39) 1 0 | 0 | 0 | 0 100 | 65 | 0 | 55 85 | 10 | 0 | 0
PSO Coated v3 (Fogra 51) 1 0 | 0 | 0 | 0 100 | 65 | 0 | 55 85 | 10 | 0 | 0
CMYK uncoated PSO Uncoated (Fogra 47) 1 0 | 0 | 0 | 0 100 | 65 | 0 | 45 90 | 0 | 0 | 0
PSO Uncoated v3 (Fogra 52) 1 0 | 0 | 0 | 0 100 | 65 | 0 | 40 90 | 0 | 0 | 0
CMYK Newspaper ISO Newspaper 26v4 (IFRA 26) 1 0 | 0 | 0 | 0 100 | 65 | 0 | 35 90 | 0 | 0 | 0
1 For further information and downloads of the colour profiles, refer to → www.eci.org → www.fogra.org
White VW Dark Blue VW Light Blue
50 | 98Volkswagen brand designConsolidated user guidance
ColoursColour definition | Secondary colours
1 For further information and downloads of the colour profiles, refer to → www.eci.org → www.fogra.org
Digital
RGB sRGB 0 | 130 |214 169 | 277 | 255 182 | 191 | 197 223 | 228 | 232
Hexademical #0082d6 #a9e3ff #b6bfc5 #dfe4e8
Lab 52 | -6 | -52 87 | -14 | -20 77 | -2 | -4 90 | –1 | –3
Paint
Oracal Oracal 084 Sky blue Oracal 056 Ice blue Oracal 074 Middle grey Oracal 072 Light grey
3M Scotchcal 3M Scotchcal 415 Sky Blue 3M Scotchcal 453 Soft Blue 3M Scotchcal 038 Traffic grey 3M Scotchcal 384/5 Light Grey
PANTONE® coated PANTONE 2196 PANTONE 2905 PANTONE 429 PANTONE 427
PANTONE® uncoated PANTONE 2194 PANTONE 2905 PANTONE 429 PANTONE 427
CMYK coated ISO Coated v2 (Fogra 39)1 100 | 40 | 0 | 5 45 | 0 | 0 |0 10 | 0 | 0 | 25 5 | 0 | 0 | 15
PSO Coated v3 (Fogra 51) 1 100 | 40 | 0 | 5 45 | 0 | 0 | 0 10 | 0 | 0 | 25 5 | 0 | 0 | 15
CMYK uncoated PSO Uncoated v3 (Fogra 47)1 100 | 30 | 0 | 5 40 | 0 | 0 | 0 7 | 0 | 0 | 20 5 | 0 | 0 | 10
PSO Uncoated v3 (Fogra 52) 1 100 | 30 | 0 | 5 40 | 0 | 0 | 0 7 | 0 | 0 | 20 5 | 0 | 0 | 10
CMYK Newspaper ISO Newspaper 26v4 (Fogra 39)1 100 |30 | 0 | 5 40 | 0 | 0 | 0 7 | 0 | 0 | 20 5 | 0 | 0 | 10
VW Lake Blue VW Sky Blue VW Tin Grey VW Light Grey
51 | 98Volkswagen brand designConsolidated user guidance
ColoursColour definition | Signal colours
Digital
RGB sRGB 228 | 0 | 44 255 | 209 | 0 0 | 135 | 43
Hexademical #e4002c #ffd100 #00872b
Lab 49 | 75 | 46 86 | 6 | 86 49 | -47 | 39
Paint
Oracal Oracal 031 Red Oracal 022 Light yellow Oracal 068 Grass green
3M Scotchcal 3M scotchcal 720 Red 3M Scotchcal 2432/5 spring yellow
3M Scotchcal 722 Bright green
CMYK coated ISO Coated v2 (Fogra 39)1 0 | 100 | 80 | 15 0 | 15 | 90 | 0 90 | 0 | 90 | 0
PSO Coated v3 (Fogra 51) 1 0 | 100 | 80 | 15 0 |15 | 90 | 0 90 | 0 | 90 | 0
CMYK uncoated PSO Uncoated v3 (Fogra 47)1 10 | 100 | 80 | 0 0 | 15 | 90 | 0 90 | 0 | 90 | 0
PSO Uncoated v3 (Fogra 52) 1 10 | 100 | 80 | 0 0 | 15 | 90 | 0 90 | 0 | 90 | 0
CMYK Newspaper ISO Newspaper 26v4 (Fogra 39)1 0 | 100 | 64 | 0 0 | 10 | 100 | 0 75 | 0 | 92 | 17
1 For further information and downloads of the colour profiles, refer to → www.eci.org → www.fogra.org
Red Yellow GreenThe traffic light colours are additional colours and are only used as signal generators. They do not determine the look and feel of the brand.
We use these colours to represent emission classes for example, or for control and alarm lights in the vehicle.
Imagery
The imagery is an expression of the brand attitude and reflects the core values. The aim is to inspire and surprise our audience.
53 | 98Volkswagen brand designConsolidated user guidance
ImageryOverview
54 | 98Volkswagen brand designConsolidated user guidance
ImageryGuiding principles | Imagery types
Cut-out product imagesStills and semi-stills
Storytelling imagesMoving images
55 | 98Volkswagen brand designConsolidated user guidance
Imagery Stills and semi stills | Examples
56 | 98Volkswagen brand designConsolidated user guidance
ImageryStills and semi-stills | Parameters
The application of these parameters is required in any piece of content. Depending on the campaign, the media format or target group, the parameters can be evaluated accordingly.
In the descriptions next to the specific parameters on the following pages, you can find a wide range of options for their usage.
If we do not show cars or people, we will concentrate more on the other remaining parameters to convey our imagery.
Using these parameters guarantees a consistent imagery. Whether we are dealing with technical pictures or emotional ones, with or without people and cars. They guide us through the entire visual expression of the Volkswagen brand.
On the left, you can find all parameters. The three keywords summarise the parameters’ purpose.
2.1 Stills and semi-stills | Introduction
Casting:Strong characters
Locations:Bold surroundings
Car perspectives:Freedom to shine
Colours:Energetic vibes
contemporary – relaxed – edgy
Styling:Powerful look
personality boosting – impactful – believable
perfectly imperfect – location aligned – fresh
present – honest – belonging
human centered – interactive – focused
adaptable – reduced – inviting
shaping – eye-guiding – clearly directed
large-area – focused – impactful
The application of these parameters is required in any piece of content. Depending on the campaign, the media format or target group, the parameters can be evaluated accordingly. In the descriptions next to the specific parameters on the following pages, you can find a wide range of options for their usage.
If we do not show cars or people, we will concentrate more on the other remaining parameters to convey our imagery.
Using these parameters guarantees a consistent imagery. Whether we are dealing with technical pictures or emotional ones, with or without people and cars. They guide us through the entire visual expression of the Volkswagen brand.
On the left, you can find all parameters. The three keywords summarise the parameters’ purpose.
People and car interaction:
Real life
Car materialsand surfaces:
Authentic appearance
Light:Impactful sight
->
Index
12
Internal
2.1 Stills and semi-stills | Introduction
Casting:Strong characters
Locations:Bold surroundings
Car perspectives:Freedom to shine
Colours:Energetic vibes
contemporary – relaxed – edgy
Styling:Powerful look
personality boosting – impactful – believable
perfectly imperfect – location aligned – fresh
present – honest – belonging
human centered – interactive – focused
adaptable – reduced – inviting
shaping – eye-guiding – clearly directed
large-area – focused – impactful
The application of these parameters is required in any piece of content. Depending on the campaign, the media format or target group, the parameters can be evaluated accordingly. In the descriptions next to the specific parameters on the following pages, you can find a wide range of options for their usage.
If we do not show cars or people, we will concentrate more on the other remaining parameters to convey our imagery.
Using these parameters guarantees a consistent imagery. Whether we are dealing with technical pictures or emotional ones, with or without people and cars. They guide us through the entire visual expression of the Volkswagen brand.
On the left, you can find all parameters. The three keywords summarise the parameters’ purpose.
People and car interaction:
Real life
Car materialsand surfaces:
Authentic appearance
Light:Impactful sight
->
Index
12
Internal
2.1 Stills and semi-stills | Introduction
Casting:Strong characters
Locations:Bold surroundings
Car perspectives:Freedom to shine
Colours:Energetic vibes
contemporary – relaxed – edgy
Styling:Powerful look
personality boosting – impactful – believable
perfectly imperfect – location aligned – fresh
present – honest – belonging
human centered – interactive – focused
adaptable – reduced – inviting
shaping – eye-guiding – clearly directed
large-area – focused – impactful
The application of these parameters is required in any piece of content. Depending on the campaign, the media format or target group, the parameters can be evaluated accordingly. In the descriptions next to the specific parameters on the following pages, you can find a wide range of options for their usage.
If we do not show cars or people, we will concentrate more on the other remaining parameters to convey our imagery.
Using these parameters guarantees a consistent imagery. Whether we are dealing with technical pictures or emotional ones, with or without people and cars. They guide us through the entire visual expression of the Volkswagen brand.
On the left, you can find all parameters. The three keywords summarise the parameters’ purpose.
People and car interaction:
Real life
Car materialsand surfaces:
Authentic appearance
Light:Impactful sight
->
Index
12
Internal
2.1 Stills and semi-stills | Introduction
Casting:Strong characters
Locations:Bold surroundings
Car perspectives:Freedom to shine
Colours:Energetic vibes
contemporary – relaxed – edgy
Styling:Powerful look
personality boosting – impactful – believable
perfectly imperfect – location aligned – fresh
present – honest – belonging
human centered – interactive – focused
adaptable – reduced – inviting
shaping – eye-guiding – clearly directed
large-area – focused – impactful
The application of these parameters is required in any piece of content. Depending on the campaign, the media format or target group, the parameters can be evaluated accordingly. In the descriptions next to the specific parameters on the following pages, you can find a wide range of options for their usage.
If we do not show cars or people, we will concentrate more on the other remaining parameters to convey our imagery.
Using these parameters guarantees a consistent imagery. Whether we are dealing with technical pictures or emotional ones, with or without people and cars. They guide us through the entire visual expression of the Volkswagen brand.
On the left, you can find all parameters. The three keywords summarise the parameters’ purpose.
People and car interaction:
Real life
Car materialsand surfaces:
Authentic appearance
Light:Impactful sight
->
Index
12
Internal2.1 Stills and semi-stills | Introduction
Casting:Strong characters
Locations:Bold surroundings
Car perspectives:Freedom to shine
Colours:Energetic vibes
contemporary – relaxed – edgy
Styling:Powerful look
personality boosting – impactful – believable
perfectly imperfect – location aligned – fresh
present – honest – belonging
human centered – interactive – focused
adaptable – reduced – inviting
shaping – eye-guiding – clearly directed
large-area – focused – impactful
The application of these parameters is required in any piece of content. Depending on the campaign, the media format or target group, the parameters can be evaluated accordingly. In the descriptions next to the specific parameters on the following pages, you can find a wide range of options for their usage.
If we do not show cars or people, we will concentrate more on the other remaining parameters to convey our imagery.
Using these parameters guarantees a consistent imagery. Whether we are dealing with technical pictures or emotional ones, with or without people and cars. They guide us through the entire visual expression of the Volkswagen brand.
On the left, you can find all parameters. The three keywords summarise the parameters’ purpose.
People and car interaction:
Real life
Car materialsand surfaces:
Authentic appearance
Light:Impactful sight
->
Index
12
Internal
2.1 Stills and semi-stills | Introduction
Casting:Strong characters
Locations:Bold surroundings
Car perspectives:Freedom to shine
Colours:Energetic vibes
contemporary – relaxed – edgy
Styling:Powerful look
personality boosting – impactful – believable
perfectly imperfect – location aligned – fresh
present – honest – belonging
human centered – interactive – focused
adaptable – reduced – inviting
shaping – eye-guiding – clearly directed
large-area – focused – impactful
The application of these parameters is required in any piece of content. Depending on the campaign, the media format or target group, the parameters can be evaluated accordingly. In the descriptions next to the specific parameters on the following pages, you can find a wide range of options for their usage.
If we do not show cars or people, we will concentrate more on the other remaining parameters to convey our imagery.
Using these parameters guarantees a consistent imagery. Whether we are dealing with technical pictures or emotional ones, with or without people and cars. They guide us through the entire visual expression of the Volkswagen brand.
On the left, you can find all parameters. The three keywords summarise the parameters’ purpose.
People and car interaction:
Real life
Car materialsand surfaces:
Authentic appearance
Light:Impactful sight
->
Index
12
Internal
2.1 Stills and semi-stills | Introduction
Casting:Strong characters
Locations:Bold surroundings
Car perspectives:Freedom to shine
Colours:Energetic vibes
contemporary – relaxed – edgy
Styling:Powerful look
personality boosting – impactful – believable
perfectly imperfect – location aligned – fresh
present – honest – belonging
human centered – interactive – focused
adaptable – reduced – inviting
shaping – eye-guiding – clearly directed
large-area – focused – impactful
The application of these parameters is required in any piece of content. Depending on the campaign, the media format or target group, the parameters can be evaluated accordingly. In the descriptions next to the specific parameters on the following pages, you can find a wide range of options for their usage.
If we do not show cars or people, we will concentrate more on the other remaining parameters to convey our imagery.
Using these parameters guarantees a consistent imagery. Whether we are dealing with technical pictures or emotional ones, with or without people and cars. They guide us through the entire visual expression of the Volkswagen brand.
On the left, you can find all parameters. The three keywords summarise the parameters’ purpose.
People and car interaction:
Real life
Car materialsand surfaces:
Authentic appearance
Light:Impactful sight
->
Index
12
Internal
2.1 Stills and semi-stills | Introduction
Casting:Strong characters
Locations:Bold surroundings
Car perspectives:Freedom to shine
Colours:Energetic vibes
contemporary – relaxed – edgy
Styling:Powerful look
personality boosting – impactful – believable
perfectly imperfect – location aligned – fresh
present – honest – belonging
human centered – interactive – focused
adaptable – reduced – inviting
shaping – eye-guiding – clearly directed
large-area – focused – impactful
The application of these parameters is required in any piece of content. Depending on the campaign, the media format or target group, the parameters can be evaluated accordingly. In the descriptions next to the specific parameters on the following pages, you can find a wide range of options for their usage.
If we do not show cars or people, we will concentrate more on the other remaining parameters to convey our imagery.
Using these parameters guarantees a consistent imagery. Whether we are dealing with technical pictures or emotional ones, with or without people and cars. They guide us through the entire visual expression of the Volkswagen brand.
On the left, you can find all parameters. The three keywords summarise the parameters’ purpose.
People and car interaction:
Real life
Car materialsand surfaces:
Authentic appearance
Light:Impactful sight
->
Index
12
Internal
Contemporary – Relaxed – Edgy
Human centred - Interactive - Focussed
Adaptable - Reduced - Inviting Shaping - Eye guiding - Clearly directed
Large area - Focussed - Impactful
Personality boosting -Impactful - Believable
Perfectly imperfect - Location aligned - Fresh
Present - Honest - Belonging
57 | 98Volkswagen brand designConsolidated user guidance
ImageryCar perspective | Examples
58 | 98Volkswagen brand designConsolidated user guidance
ImageryCar perspective | Parameters
Four of the eight defined parameters are relevant for staging just the car as a cut-out image.
They define the car in terms of perspective, materials, surfaces and light.
The images are used for reduced product visualisation such as the configurator or visualiser, as well as others. They can also be used for tactical campaigns or on other advertising channels.
Depending on the specific use of the pictures, the parameters can be evaluated differently compared to the use in emotional campaign pictures.
To connect cut-out product images with the emotional campaign motifs or to give them a stronger identity, we can add some colour. The colours are derived from the primary CI colour range or the car paint hue.
Casting Styling
People and car interaction
Locations
Light Colours
Car material and surfaces
Car perspective
59 | 98Volkswagen brand designConsolidated user guidance
ImageryMoving image | Examples
60 | 98Volkswagen brand designConsolidated user guidance
ImageryMoving image | Parameters
The imagery of moving images is defined by eight parameters.
These parameters must be applied to every piece of content. Depending on the idea, the media format or the target group, they can be weighted differently.
Our moving images tell a story and go beyond simply knowing the target groups and their lifestyles. As such the eight parameters are subordinate to the storytelling.
6.1 Moving images | Overview
The imagery of moving images is defined by eight parameters.
These parameters must be applied to every piece of content. Depending on the idea, the media format or the target group, they can be weighted differently.
Our moving images tell a story and go beyond simply showing the target groups and their lifestyles. As such the eight parameters are subordinate to the storytelling.
Casting:Strong characters
Styling:Personality boosting
Light:Impactful sight
Car perspectives:Perfectly imperfect
Car materialsand surfaces:
Authentic appearance
Locations:Bold surroundings
Pack shot:Real life
Colour-Grading:Energetic vibes
->
Index
80
Internal
6.1 Moving images | Overview
The imagery of moving images is defined by eight parameters.
These parameters must be applied to every piece of content. Depending on the idea, the media format or the target group, they can be weighted differently.
Our moving images tell a story and go beyond simply showing the target groups and their lifestyles. As such the eight parameters are subordinate to the storytelling.
Casting:Strong characters
Styling:Personality boosting
Light:Impactful sight
Car perspectives:Perfectly imperfect
Car materialsand surfaces:
Authentic appearance
Locations:Bold surroundings
Pack shot:Real life
Colour-Grading:Energetic vibes
->
Index
80
Internal
6.1 Moving images | Overview
The imagery of moving images is defined by eight parameters.
These parameters must be applied to every piece of content. Depending on the idea, the media format or the target group, they can be weighted differently.
Our moving images tell a story and go beyond simply showing the target groups and their lifestyles. As such the eight parameters are subordinate to the storytelling.
Casting:Strong characters
Styling:Personality boosting
Light:Impactful sight
Car perspectives:Perfectly imperfect
Car materialsand surfaces:
Authentic appearance
Locations:Bold surroundings
Pack shot:Real life
Colour-Grading:Energetic vibes
->
Index
80
Internal
6.1 Moving images | Overview
The imagery of moving images is defined by eight parameters.
These parameters must be applied to every piece of content. Depending on the idea, the media format or the target group, they can be weighted differently.
Our moving images tell a story and go beyond simply showing the target groups and their lifestyles. As such the eight parameters are subordinate to the storytelling.
Casting:Strong characters
Styling:Personality boosting
Light:Impactful sight
Car perspectives:Perfectly imperfect
Car materialsand surfaces:
Authentic appearance
Locations:Bold surroundings
Pack shot:Real life
Colour-Grading:Energetic vibes
->
Index
80
Internal6.1 Moving images | Overview
The imagery of moving images is defined by eight parameters.
These parameters must be applied to every piece of content. Depending on the idea, the media format or the target group, they can be weighted differently.
Our moving images tell a story and go beyond simply showing the target groups and their lifestyles. As such the eight parameters are subordinate to the storytelling.
Casting:Strong characters
Styling:Personality boosting
Light:Impactful sight
Car perspectives:Perfectly imperfect
Car materialsand surfaces:
Authentic appearance
Locations:Bold surroundings
Pack shot:Real life
Colour-Grading:Energetic vibes
->
Index
80
Internal
6.1 Moving images | Overview
The imagery of moving images is defined by eight parameters.
These parameters must be applied to every piece of content. Depending on the idea, the media format or the target group, they can be weighted differently.
Our moving images tell a story and go beyond simply showing the target groups and their lifestyles. As such the eight parameters are subordinate to the storytelling.
Casting:Strong characters
Styling:Personality boosting
Light:Impactful sight
Car perspectives:Perfectly imperfect
Car materialsand surfaces:
Authentic appearance
Locations:Bold surroundings
Pack shot:Real life
Colour-Grading:Energetic vibes
->
Index
80
Internal
6.1 Moving images | Overview
The imagery of moving images is defined by eight parameters.
These parameters must be applied to every piece of content. Depending on the idea, the media format or the target group, they can be weighted differently.
Our moving images tell a story and go beyond simply showing the target groups and their lifestyles. As such the eight parameters are subordinate to the storytelling.
Casting:Strong characters
Styling:Personality boosting
Light:Impactful sight
Car perspectives:Perfectly imperfect
Car materialsand surfaces:
Authentic appearance
Locations:Bold surroundings
Pack shot:Real life
Colour-Grading:Energetic vibes
->
Index
80
Internal
6.1 Moving images | Overview
The imagery of moving images is defined by eight parameters.
These parameters must be applied to every piece of content. Depending on the idea, the media format or the target group, they can be weighted differently.
Our moving images tell a story and go beyond simply showing the target groups and their lifestyles. As such the eight parameters are subordinate to the storytelling.
Casting:Strong characters
Styling:Personality boosting
Light:Impactful sight
Car perspectives:Perfectly imperfect
Car materialsand surfaces:
Authentic appearance
Locations:Bold surroundings
Pack shot:Real life
Colour-Grading:Energetic vibes
->
Index
80
Internal
61 | 98Volkswagen brand designConsolidated user guidance
Imagery Storytelling | Examples
62 | 98Volkswagen brand designConsolidated user guidance
ImageryStorytelling | Parameters
To redefine the Volkswagen storytelling tradition through the lens of Vibrant Power, we have to keep in mind the following basic guiding principles.
7.1 Storytelling | Guiding Principles | Overview
To redefine the Volkswagen storytelling tradition through the lens of Vibrant Power, we have to keep in mind the following basic guiding principles.
Emotions: Powerful
and human
Attitude:Strong
point of view
Humour: Confident and warm
Impact:Powerful
Functional/ product films: Human product
stories
Structure:Strong start
Ideas: Big and simple
->
Index
100
Internal7.1 Storytelling | Guiding Principles | Overview
To redefine the Volkswagen storytelling tradition through the lens of Vibrant Power, we have to keep in mind the following basic guiding principles.
Emotions: Powerful
and human
Attitude:Strong
point of view
Humour: Confident and warm
Impact:Powerful
Functional/ product films: Human product
stories
Structure:Strong start
Ideas: Big and simple
->
Index
100
Internal
7.1 Storytelling | Guiding Principles | Overview
To redefine the Volkswagen storytelling tradition through the lens of Vibrant Power, we have to keep in mind the following basic guiding principles.
Emotions: Powerful
and human
Attitude:Strong
point of view
Humour: Confident and warm
Impact:Powerful
Functional/ product films: Human product
stories
Structure:Strong start
Ideas: Big and simple
->
Index
100
Internal
7.1 Storytelling | Guiding Principles | Overview
To redefine the Volkswagen storytelling tradition through the lens of Vibrant Power, we have to keep in mind the following basic guiding principles.
Emotions: Powerful
and human
Attitude:Strong
point of view
Humour: Confident and warm
Impact:Powerful
Functional/ product films: Human product
stories
Structure:Strong start
Ideas: Big and simple
->
Index
100
Internal
7.1 Storytelling | Guiding Principles | Overview
To redefine the Volkswagen storytelling tradition through the lens of Vibrant Power, we have to keep in mind the following basic guiding principles.
Emotions: Powerful
and human
Attitude:Strong
point of view
Humour: Confident and warm
Impact:Powerful
Functional/ product films: Human product
stories
Structure:Strong start
Ideas: Big and simple
->
Index
100
Internal
7.1 Storytelling | Guiding Principles | Overview
To redefine the Volkswagen storytelling tradition through the lens of Vibrant Power, we have to keep in mind the following basic guiding principles.
Emotions: Powerful
and human
Attitude:Strong
point of view
Humour: Confident and warm
Impact:Powerful
Functional/ product films: Human product
stories
Structure:Strong start
Ideas: Big and simple
->
Index
100
Internal
7.1 Storytelling | Guiding Principles | Overview
To redefine the Volkswagen storytelling tradition through the lens of Vibrant Power, we have to keep in mind the following basic guiding principles.
Emotions: Powerful
and human
Attitude:Strong
point of view
Humour: Confident and warm
Impact:Powerful
Functional/ product films: Human product
stories
Structure:Strong start
Ideas: Big and simple
->
Index
100
Internal
Icons
Our icons and our font design create a consistent image - both with our vehicles and at all other touch-points.
Our icons are used in the HMI in the car and also in digital applications.
65 | 98Volkswagen brand designConsolidated user guidance
Exciting inner shapes, dynamic curves Monolinear impression Adaptation of typographic elements
IconsDesign | Consistent appearance
Rounded corners, tapered ends
1 The style of the Volkswagen icons is largely inspired by the style of VW Head Light headline font. Icons and fonts thus forms a unit within the Volkswagen Corporate Design.
24
Golf
Volkswagen brand design 7 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsStyle | Consistent appearance
The style of the Volkswagen icons is largely inspired by the style of the VW Head Light headline font. Icons and font thus form a unit within the Volkswagen Corporate Design.
Monolinear impression Adaptation of typographic elementsExciting inner shapes, dynamic curves
Rounded corners, tapered ends
24
Golf
Volkswagen brand design 7 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsStyle | Consistent appearance
The style of the Volkswagen icons is largely inspired by the style of the VW Head Light headline font. Icons and font thus form a unit within the Volkswagen Corporate Design.
Monolinear impression Adaptation of typographic elementsExciting inner shapes, dynamic curves
Rounded corners, tapered ends
66 | 98Volkswagen brand designConsolidated user guidance
IconsDesign | Active/Inactive status
1
3
2
Inactive Active
The active version is used when an icon is in its active state. There are three types of implementation in this respect:
Filled contours
Closed contours are filled and interior elements are shown inversely so as to create a flat impression.
Bold contours
Open contours that cannot be filled are made bold (line thickness of 7 px).
Combination of filled and bold contours
Both types can also be combined within an icon if appropriate.
Good to know
The icons are predominantly black or white. However, they can also assume other colours in-car and digital applications, in both active and inactive states.
1
2
3
Volkswagen brand design 9 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsStyle | Active/inactive status
The active version is used when an icon is in its active state. There are three types of implementation in this respect:
Filled contoursClosed contours are filled and interior elements are shown inversely so as to create a flat impression.
Bolded contoursOpen contours that cannot be filled are bolded (line thickness of 7 px).
Combination of filled and bolded contoursBoth types can also be combined within an icon if appropriate.
Good to know
The icons are predominantly black or white. However, they can also assume other colours in-car and in digital applications, in both active and inactive states.
1
2
3
1
2
3
Inactive Active
Volkswagen brand design 9 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsStyle | Active/inactive status
The active version is used when an icon is in its active state. There are three types of implementation in this respect:
Filled contoursClosed contours are filled and interior elements are shown inversely so as to create a flat impression.
Bolded contoursOpen contours that cannot be filled are bolded (line thickness of 7 px).
Combination of filled and bolded contoursBoth types can also be combined within an icon if appropriate.
Good to know
The icons are predominantly black or white. However, they can also assume other colours in-car and in digital applications, in both active and inactive states.
1
2
3
1
2
3
Inactive Active
Volkswagen brand design 9 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsStyle | Active/inactive status
The active version is used when an icon is in its active state. There are three types of implementation in this respect:
Filled contoursClosed contours are filled and interior elements are shown inversely so as to create a flat impression.
Bolded contoursOpen contours that cannot be filled are bolded (line thickness of 7 px).
Combination of filled and bolded contoursBoth types can also be combined within an icon if appropriate.
Good to know
The icons are predominantly black or white. However, they can also assume other colours in-car and in digital applications, in both active and inactive states.
1
2
3
1
2
3
Inactive Active
Volkswagen brand design 9 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsStyle | Active/inactive status
The active version is used when an icon is in its active state. There are three types of implementation in this respect:
Filled contoursClosed contours are filled and interior elements are shown inversely so as to create a flat impression.
Bolded contoursOpen contours that cannot be filled are bolded (line thickness of 7 px).
Combination of filled and bolded contoursBoth types can also be combined within an icon if appropriate.
Good to know
The icons are predominantly black or white. However, they can also assume other colours in-car and in digital applications, in both active and inactive states.
1
2
3
1
2
3
Inactive Active
Volkswagen brand design 9 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsStyle | Active/inactive status
The active version is used when an icon is in its active state. There are three types of implementation in this respect:
Filled contoursClosed contours are filled and interior elements are shown inversely so as to create a flat impression.
Bolded contoursOpen contours that cannot be filled are bolded (line thickness of 7 px).
Combination of filled and bolded contoursBoth types can also be combined within an icon if appropriate.
Good to know
The icons are predominantly black or white. However, they can also assume other colours in-car and in digital applications, in both active and inactive states.
1
2
3
1
2
3
Inactive Active
Volkswagen brand design 9 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsStyle | Active/inactive status
The active version is used when an icon is in its active state. There are three types of implementation in this respect:
Filled contoursClosed contours are filled and interior elements are shown inversely so as to create a flat impression.
Bolded contoursOpen contours that cannot be filled are bolded (line thickness of 7 px).
Combination of filled and bolded contoursBoth types can also be combined within an icon if appropriate.
Good to know
The icons are predominantly black or white. However, they can also assume other colours in-car and in digital applications, in both active and inactive states.
1
2
3
1
2
3
Inactive Active
67 | 98Volkswagen brand designConsolidated user guidance
Icons Design | Sizes and details
1
3
3
2
2
Size L Size M Size S
1 Volkswagen icons come in three sizes: L, M and S. The style of the Volkswagen icons should be as simple as possible. Some icons nevertheless have a higher degree of complexity. Size S icons in particular should be as uncomplicated as possible. For example, the number of repetitive elements can be reduced, or places where elements coverage can be optimised by removing strokes.
All icons are based on an 80 x 80 pixel grid. There are three different icon sizes: L, M and S. Guide values are integrated in the grid for the respective sizes in order to create the icons correctly. They specify the recommended maximum sizes.
The Volkswagen icons consist of lines in a uniform line thickness within an icon size. The path of the lines is based on the pixel grid.
Fixed line thicknesses are defined for the three icon sizes. Size l has a line thickness of 3 px, M and S each have a line thickness of 2 px.
1
1
2
2
3
3
1
2
1
2
1
2
1
2
Volkswagen brand design 11 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Line thicknesses
The Volkswagen icons consist of lines in a uniform line thickness within an icon size. The path of the lines is based on the pixel grid.
Fixed line thicknesses are defined for the three icon sizes. Size L has a line thickness of 3 px, M and S each have a line thickness of 2 px.
Size L Line thickness of 3 px
Size M Line thickness of 2 px
Size S Line thickness of 2 px
1
1
2
2
3
3
1
2
1
2
1
2
1
2
Volkswagen brand design 11 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Line thicknesses
The Volkswagen icons consist of lines in a uniform line thickness within an icon size. The path of the lines is based on the pixel grid.
Fixed line thicknesses are defined for the three icon sizes. Size L has a line thickness of 3 px, M and S each have a line thickness of 2 px.
Size L Line thickness of 3 px
Size M Line thickness of 2 px
Size S Line thickness of 2 px
1
1
2
2
3
3
1
2
1
2
1
2
1
2
Volkswagen brand design 11 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Line thicknesses
The Volkswagen icons consist of lines in a uniform line thickness within an icon size. The path of the lines is based on the pixel grid.
Fixed line thicknesses are defined for the three icon sizes. Size L has a line thickness of 3 px, M and S each have a line thickness of 2 px.
Size L Line thickness of 3 px
Size M Line thickness of 2 px
Size S Line thickness of 2 px
Volkswagen brand design 8 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsStyle | Pared-down style
Volkswagen icons come in three sizes: L, M and S
The style of the Volkswagen icons should be as simple as possible. Some icons nevertheless have a higher degree of complexity. Size S icons in particular should be as uncomplicated as possible. For example, the number of repetitive elements can be reduced, or places where elements converge can be optimised by removing strokes.
Size L Size M Size S
Volkswagen brand design 8 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsStyle | Pared-down style
Volkswagen icons come in three sizes: L, M and S
The style of the Volkswagen icons should be as simple as possible. Some icons nevertheless have a higher degree of complexity. Size S icons in particular should be as uncomplicated as possible. For example, the number of repetitive elements can be reduced, or places where elements converge can be optimised by removing strokes.
Size L Size M Size S
Volkswagen brand design 8 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsStyle | Pared-down style
Volkswagen icons come in three sizes: L, M and S
The style of the Volkswagen icons should be as simple as possible. Some icons nevertheless have a higher degree of complexity. Size S icons in particular should be as uncomplicated as possible. For example, the number of repetitive elements can be reduced, or places where elements converge can be optimised by removing strokes.
Size L Size M Size S
Line thickness of 3 px
Guide value for size L: 76 × 76 px Guide value for size M: 60 × 60 px Guide value for size S: 46 × 46 px
Line thickness of 2 px
Line thickness of 2 px
Volkswagen brand design 10 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Grid and icon sizes
All icons are based on an 80 x 80 pixel grid. There are three different icon sizes: L, M and S. Guide values are integrated in the grid for the respective sizes in order to create the icons correctly. They specify the recommended maximum sizes.
Grid: 80 × 80 px, example: size M Guide value for size S: 46 × 46 px
Guide value for size L: 76 × 76 px
Guide value for size M: 60 × 60 px
Volkswagen brand design 10 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Grid and icon sizes
All icons are based on an 80 x 80 pixel grid. There are three different icon sizes: L, M and S. Guide values are integrated in the grid for the respective sizes in order to create the icons correctly. They specify the recommended maximum sizes.
Grid: 80 × 80 px, example: size M Guide value for size S: 46 × 46 px
Guide value for size L: 76 × 76 px
Guide value for size M: 60 × 60 px
Volkswagen brand design 10 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Grid and icon sizes
All icons are based on an 80 x 80 pixel grid. There are three different icon sizes: L, M and S. Guide values are integrated in the grid for the respective sizes in order to create the icons correctly. They specify the recommended maximum sizes.
Grid: 80 × 80 px, example: size M Guide value for size S: 46 × 46 px
Guide value for size L: 76 × 76 px
Guide value for size M: 60 × 60 px
1
1
2
2
3
3
1
2
1
2
1
2
1
2
Volkswagen brand design 11 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Line thicknesses
The Volkswagen icons consist of lines in a uniform line thickness within an icon size. The path of the lines is based on the pixel grid.
Fixed line thicknesses are defined for the three icon sizes. Size L has a line thickness of 3 px, M and S each have a line thickness of 2 px.
Size L Line thickness of 3 px
Size M Line thickness of 2 px
Size S Line thickness of 2 px
1
1
2
2
3
3
1
2
1
2
1
2
1
2
Volkswagen brand design 11 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Line thicknesses
The Volkswagen icons consist of lines in a uniform line thickness within an icon size. The path of the lines is based on the pixel grid.
Fixed line thicknesses are defined for the three icon sizes. Size L has a line thickness of 3 px, M and S each have a line thickness of 2 px.
Size L Line thickness of 3 px
Size M Line thickness of 2 px
Size S Line thickness of 2 px
1
1
2
2
3
3
1
2
1
2
1
2
1
2
Volkswagen brand design 11 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Line thicknesses
The Volkswagen icons consist of lines in a uniform line thickness within an icon size. The path of the lines is based on the pixel grid.
Fixed line thicknesses are defined for the three icon sizes. Size L has a line thickness of 3 px, M and S each have a line thickness of 2 px.
Size L Line thickness of 3 px
Size M Line thickness of 2 px
Size S Line thickness of 2 px
68 | 98Volkswagen brand designConsolidated user guidance
IconsDesign | Dos and don’ts
To ensure visual consistency in style across platforms, observe the examples shown here.
Do not use other fonts for typographic elements within an icon.
Do not use un-rounded corners without combining them with rounded corners.
Do not enhance designs by adding dispensable elements.
Icons that symbolise Volkswagen productsmust also be identifiable as such.
Three-dimensional perspectives should not be used.
Fills with non-brand colours are not envisaged.
Do not create circles without curve stress.
Do not create arrows without rounding.
Volkswagen brand design 14 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Examples and Don’ts
To ensure visual consistency in style across platforms, observe the examples shown here.
Do not use other fonts for typographic elements within an icon.
Three-dimensional perspectives should not be used.
Fills with non-brand colours are not envisaged.
Do not create circles without curve stress. Do not create arrows without rounding.
Do not use unrounded corners without combining them with rounded corners.
Icons that symbolise Volkswagen products must also be identifiable as such.
Do not enhance designs by adding dispensable elements.
Volkswagen brand design 14 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Examples and Don’ts
To ensure visual consistency in style across platforms, observe the examples shown here.
Do not use other fonts for typographic elements within an icon.
Three-dimensional perspectives should not be used.
Fills with non-brand colours are not envisaged.
Do not create circles without curve stress. Do not create arrows without rounding.
Do not use unrounded corners without combining them with rounded corners.
Icons that symbolise Volkswagen products must also be identifiable as such.
Do not enhance designs by adding dispensable elements.
Volkswagen brand design 14 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Examples and Don’ts
To ensure visual consistency in style across platforms, observe the examples shown here.
Do not use other fonts for typographic elements within an icon.
Three-dimensional perspectives should not be used.
Fills with non-brand colours are not envisaged.
Do not create circles without curve stress. Do not create arrows without rounding.
Do not use unrounded corners without combining them with rounded corners.
Icons that symbolise Volkswagen products must also be identifiable as such.
Do not enhance designs by adding dispensable elements.
Volkswagen brand design 14 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Examples and Don’ts
To ensure visual consistency in style across platforms, observe the examples shown here.
Do not use other fonts for typographic elements within an icon.
Three-dimensional perspectives should not be used.
Fills with non-brand colours are not envisaged.
Do not create circles without curve stress. Do not create arrows without rounding.
Do not use unrounded corners without combining them with rounded corners.
Icons that symbolise Volkswagen products must also be identifiable as such.
Do not enhance designs by adding dispensable elements.
Volkswagen brand design 14 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Examples and Don’ts
To ensure visual consistency in style across platforms, observe the examples shown here.
Do not use other fonts for typographic elements within an icon.
Three-dimensional perspectives should not be used.
Fills with non-brand colours are not envisaged.
Do not create circles without curve stress. Do not create arrows without rounding.
Do not use unrounded corners without combining them with rounded corners.
Icons that symbolise Volkswagen products must also be identifiable as such.
Do not enhance designs by adding dispensable elements.
Volkswagen brand design 14 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Examples and Don’ts
To ensure visual consistency in style across platforms, observe the examples shown here.
Do not use other fonts for typographic elements within an icon.
Three-dimensional perspectives should not be used.
Fills with non-brand colours are not envisaged.
Do not create circles without curve stress. Do not create arrows without rounding.
Do not use unrounded corners without combining them with rounded corners.
Icons that symbolise Volkswagen products must also be identifiable as such.
Do not enhance designs by adding dispensable elements.
Volkswagen brand design 14 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Examples and Don’ts
To ensure visual consistency in style across platforms, observe the examples shown here.
Do not use other fonts for typographic elements within an icon.
Three-dimensional perspectives should not be used.
Fills with non-brand colours are not envisaged.
Do not create circles without curve stress. Do not create arrows without rounding.
Do not use unrounded corners without combining them with rounded corners.
Icons that symbolise Volkswagen products must also be identifiable as such.
Do not enhance designs by adding dispensable elements.
Volkswagen brand design 14 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Examples and Don’ts
To ensure visual consistency in style across platforms, observe the examples shown here.
Do not use other fonts for typographic elements within an icon.
Three-dimensional perspectives should not be used.
Fills with non-brand colours are not envisaged.
Do not create circles without curve stress. Do not create arrows without rounding.
Do not use unrounded corners without combining them with rounded corners.
Icons that symbolise Volkswagen products must also be identifiable as such.
Do not enhance designs by adding dispensable elements.
Volkswagen brand design 14 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Examples and Don’ts
To ensure visual consistency in style across platforms, observe the examples shown here.
Do not use other fonts for typographic elements within an icon.
Three-dimensional perspectives should not be used.
Fills with non-brand colours are not envisaged.
Do not create circles without curve stress. Do not create arrows without rounding.
Do not use unrounded corners without combining them with rounded corners.
Icons that symbolise Volkswagen products must also be identifiable as such.
Do not enhance designs by adding dispensable elements.
Volkswagen brand design 14 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Examples and Don’ts
To ensure visual consistency in style across platforms, observe the examples shown here.
Do not use other fonts for typographic elements within an icon.
Three-dimensional perspectives should not be used.
Fills with non-brand colours are not envisaged.
Do not create circles without curve stress. Do not create arrows without rounding.
Do not use unrounded corners without combining them with rounded corners.
Icons that symbolise Volkswagen products must also be identifiable as such.
Do not enhance designs by adding dispensable elements.
Volkswagen brand design 14 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Examples and Don’ts
To ensure visual consistency in style across platforms, observe the examples shown here.
Do not use other fonts for typographic elements within an icon.
Three-dimensional perspectives should not be used.
Fills with non-brand colours are not envisaged.
Do not create circles without curve stress. Do not create arrows without rounding.
Do not use unrounded corners without combining them with rounded corners.
Icons that symbolise Volkswagen products must also be identifiable as such.
Do not enhance designs by adding dispensable elements.
Volkswagen brand design 14 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
IconsDesign | Examples and Don’ts
To ensure visual consistency in style across platforms, observe the examples shown here.
Do not use other fonts for typographic elements within an icon.
Three-dimensional perspectives should not be used.
Fills with non-brand colours are not envisaged.
Do not create circles without curve stress. Do not create arrows without rounding.
Do not use unrounded corners without combining them with rounded corners.
Icons that symbolise Volkswagen products must also be identifiable as such.
Do not enhance designs by adding dispensable elements.
Infographics
We have redesigned the information graphics to be more dynamic and have a greater contrast. Their style is now clearer and more striking.
Infographics have been redesigned to be more dynamic. The contrasting use of lines and areas is now a key feature.
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Learn more Learn more
ON
ON
71 | 98Volkswagen brand designConsolidated user guidance
72 | 98Volkswagen brand designConsolidated user guidance
InfographicsStyle | Consistent appearance
1 2 3
Tables Graphs Organisational Charts
The visual contrast between thin lines, thick lines and filled areas are part of the designed style.
Combining these elements is essential, because the high contrast between them creates strong brand recognition.
There are three different types of information graphics:
Graphs
Organisational Charts
Tables
1
2
3
Volkswagen brand design 8 | 18Design principles20190524_InfoGraphics_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Examples
The visual contrast between thin lines, thick lines and filled areas is part of the design style.
Combining these elements is essential, because the high contrast between them creates strong brand recognition.
Information graphics and tablesDesign
Volkswagen brand design 11 | 18Design principles20190524_InfoGraphics_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
1 2 3
Lorem Lorem Lorem
20 40 60 80
2016
2015
2017
2018
2019
23
22 37 18
38 14 8
30
16 16 16
17
18
25
18
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Ut quaernat
Ut quaernat
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Lorem 5-Lore 6-Lore 7-Lore 8-Lore
Tation ullamcorper 11,0 9,7 7,5 7,5
Molestie 6,5 6,1 3,6 5,3
Consectetuer adipiscing elit 8,1 7,4 9,3 6,0
Dolore eu feugiat 193 176 153 158
Facilisis at vero 5-Lore 6-Lore 6-Lore
1 Bus verrovi dioriam neseceatur aut omnimuscipit od et odi omni quibustem voluptam, ut faceptate estibus maio discit ut fugiae sincillesti2 Verrovi dioriam neseceatur aut omnimuscipit od et odi omni quibustem voluptam, ut faceptate estibus maio discit ut fugiae sincillesti3 Dioriam neseceatur aut omnimuscipit od et odi omni quibustem voluptam, ut faceptate estibus maio discit ut fugiae sincillesti
There are three different types of information graphics:
Graphs
Organisational charts
Tables
1
2
3
Information graphics and tablesClassification
Graphs Organisational charts Tables
Volkswagen brand design 8 | 18Design principles20190524_InfoGraphics_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Examples
The visual contrast between thin lines, thick lines and filled areas is part of the design style.
Combining these elements is essential, because the high contrast between them creates strong brand recognition.
Information graphics and tablesDesign
Volkswagen brand design 8 | 18Design principles20190524_InfoGraphics_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Examples
The visual contrast between thin lines, thick lines and filled areas is part of the design style.
Combining these elements is essential, because the high contrast between them creates strong brand recognition.
Information graphics and tablesDesign
Volkswagen brand design 8 | 18Design principles20190524_InfoGraphics_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Examples
The visual contrast between thin lines, thick lines and filled areas is part of the design style.
Combining these elements is essential, because the high contrast between them creates strong brand recognition.
Information graphics and tablesDesign
Volkswagen brand design 8 | 18Design principles20190524_InfoGraphics_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Examples
The visual contrast between thin lines, thick lines and filled areas is part of the design style.
Combining these elements is essential, because the high contrast between them creates strong brand recognition.
Information graphics and tablesDesign
Volkswagen brand design 11 | 18Design principles20190524_InfoGraphics_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
1 2 3
Lorem Lorem Lorem
20 40 60 80
2016
2015
2017
2018
2019
23
22 37 18
38 14 8
30
16 16 16
17
18
25
18
Lorem ipsumdolor sit amet
Ut quaernat
Ut quaernat
Ut quaernat
Ut quaernat
Ut quaernat Ut quaernat
Ut quaernat
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Lorem 5-Lore 6-Lore 7-Lore 8-Lore
Tation ullamcorper 11,0 9,7 7,5 7,5
Molestie 6,5 6,1 3,6 5,3
Consectetuer adipiscing elit 8,1 7,4 9,3 6,0
Dolore eu feugiat 193 176 153 158
Facilisis at vero 5-Lore 6-Lore 6-Lore
1 Bus verrovi dioriam neseceatur aut omnimuscipit od et odi omni quibustem voluptam, ut faceptate estibus maio discit ut fugiae sincillesti2 Verrovi dioriam neseceatur aut omnimuscipit od et odi omni quibustem voluptam, ut faceptate estibus maio discit ut fugiae sincillesti3 Dioriam neseceatur aut omnimuscipit od et odi omni quibustem voluptam, ut faceptate estibus maio discit ut fugiae sincillesti
There are three different types of information graphics:
Graphs
Organisational charts
Tables
1
2
3
Information graphics and tablesClassification
Graphs Organisational charts Tables
Volkswagen brand design 11 | 18Design principles20190524_InfoGraphics_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
1 2 3
Lorem Lorem Lorem
20 40 60 80
2016
2015
2017
2018
2019
23
22 37 18
38 14 8
30
16 16 16
17
18
25
18
Lorem ipsumdolor sit amet
Ut quaernat
Ut quaernat
Ut quaernat
Ut quaernat
Ut quaernat Ut quaernat
Ut quaernat
Emin
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umm
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ipsu
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oree
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rem
ipsu
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Vulp
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ipsu
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Lorem 5-Lore 6-Lore 7-Lore 8-Lore
Tation ullamcorper 11,0 9,7 7,5 7,5
Molestie 6,5 6,1 3,6 5,3
Consectetuer adipiscing elit 8,1 7,4 9,3 6,0
Dolore eu feugiat 193 176 153 158
Facilisis at vero 5-Lore 6-Lore 6-Lore
1 Bus verrovi dioriam neseceatur aut omnimuscipit od et odi omni quibustem voluptam, ut faceptate estibus maio discit ut fugiae sincillesti2 Verrovi dioriam neseceatur aut omnimuscipit od et odi omni quibustem voluptam, ut faceptate estibus maio discit ut fugiae sincillesti3 Dioriam neseceatur aut omnimuscipit od et odi omni quibustem voluptam, ut faceptate estibus maio discit ut fugiae sincillesti
There are three different types of information graphics:
Graphs
Organisational charts
Tables
1
2
3
Information graphics and tablesClassification
Graphs Organisational charts Tables
73 | 98Volkswagen brand designConsolidated user guidance
1 For further information and downloads of the colour profiles, refer to → www.eci.org → www.fogra.orgType is black or white. Important sections can be highlighted with colour.
InfographicsStyle | Colours and typography
Digital
RGB sRGB 0 | 30 | 80 0 | 176 | 240 0 | 130 | 214 169 | 227 | 255 194 | 202 | 207 223 | 228 | 232
Hexademical #001e50 #00b0f0 #0082d6 #a9e3ff #c2cacf #dfe4e8
Lab 12 | 8 | -34 67 | -21 | -43 52 | -6 | -52 86 | -19 | -5 81 | -2 | -3 90 | -1 | -3
CMYK coated ISO Coated v2 (Fogra 39) 1 100 | 65 | 0 | 55 85 | 10 | 0 | 0 100 | 40 | 0 | 5 45 | 0 | 0 | 0
CMYK uncoated PSO Uncoated (Fogra 47) 1 100 | 65 | 0 | 45 90 | 0 | 0 | 0 100 | 30 | 0 | 5 45 | 0 | 0 | 0
Digital
RGB sRGB 60 | 72 | 77 150 | 163 | 168
Hexademical #3c484D #96a3a8
Lab 30 | -4 | -5 66 | -4 | -4
CMYK coated ISO Coated v2 (Fogra 39) 1 20 | 0 | 0 | 60 15 | 0 | 0 | 40
CMYK uncoated PSO Uncoated (Fogra 47) 1 25 | 0 | 0 | 55 20 | 0 | 0 | 40
Typeface Font size
Headline VW Head Bold 10–14 pt
Subline VW Head Regular 10–14 pt
Axis labels VW Text Bold 7–10 pt
Data values VW Text Regular 7–10 pt
Legend VW Text Bold 7–10 pt
Sources VW Text Regular 5 pt
Table strokes, graph axes and lines are black.
Primary application
The following colours are available for colouring data fields:
– VW Dark Blue (blue600)– VW Light Blue (blue200)– VW Lake Blue (blue300)– VW Sky Blue (blue100)– VW Tin Grey (grey200)– VW Light Grey (grey100)
Generally, the above-stated order is used within a graph.
Secondary application
If more than seven colours are required, you can use two defined grey hues.
Lines which lead to the graphs are given the respective graph colour.
Usage
All text elements are set in VW Head or VW Text. When selecting a font size, ensure that it follows hierarchical principles. For example, the headline must be larger than the sub-line.
Use the defined font sizes in all information graphics.
VW Dark Greygrey500
VW Dark Blueblue600
VW Light Blueblue200
VW Lake Blueblue300
VW Sky Blueblue100
VW Tin Greygrey200
VW Light Greygrey100
VW Stone Greygrey300
Primary application
Secondary application
Eye-catchers
New: Now available as the special Sound modelwith exclusive special equipment 1
For the best beats: Now available as the special Sound model
with exclusive special equipment 1
With exclusive special equipment 1
30 %
Starting 1st June at your favourite dealership.
New: Now available as the special Sound modelwith exclusive special equipment 1
For the best beats: Now available as the special Sound model
with exclusive special equipment 1
With exclusive special equipment 130 %
Starting 1st June at your favourite dealership.
The eye-catcher’s style is unfussy and consistent.
Fuel consumption in l/100 km: X.X – X.X city, X.X – X.X highway, X.X – X.X combined,CO₂ emissions in g/km: XXX – XXX combined.
Lorem ipsumThe new Golf GTICera non nisciistrum que volupta taerferis dipsamentis et et aborecte et imiliae excessit audita pro officie nisseque accusam alique inveriti ut aut velent mos sed quiasse ditatem.
Jetzt: Mit dem neuen BeatsAudio Soundsystem!
Fuel consumption in l/100 km: X.X – X.X city, X.X – X.X highway, X.X – X.X combined,CO₂ emissions in g/km: XXX – XXX combined.
Lorem ipsumThe new Golf GTICera non nisciistrum que volupta taerferis dipsamentis et et aborecte et imiliae excessit audita pro officie nisseque accusam alique inveriti ut aut velent mos sed quiasse ditatem.
Jetzt: Mit dem neuen BeatsAudio Soundsystem!
Eye-catchers appear in digital and print media – for example, in web banners, in advertisements, in sales literature, on posters, in dialogue marketing or in presentations.
77 | 98Volkswagen brand designConsolidated user guidance
The eye-catcher is a rectangular shape without an outline.
The proportions of the sides may be freely chosen, depending on the application, quality of information and background image.
The size may likewise be freely chosen, depending on the background image and whether the additional information is to be presented strikingly or in a more restrained manner.
Rotations, distortions and rounded or bevelled corners are not permitted.
Eye-catchersDesign | Form, proportions and size
With exclusive
special equipment 1 With exclusive special equipment 1
With exclusive special equipment 1
With exclusive special equipment 1
Volkswagen brand design 7 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Eye-catchersDesign | Form
The eye-catcher is a rectangular shape without outline.
Rotations, distortions and rounded or bevelled corners are not permitted.
1
2
Rectangular shape
No rotation No distortion No rounded or bevelled corners
1
2
With exclusive
special equipment 1 With exclusive special equipment 1
With exclusive special equipment 1
With exclusive special equipment 1
Volkswagen brand design 7 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Eye-catchersDesign | Form
The eye-catcher is a rectangular shape without outline.
Rotations, distortions and rounded or bevelled corners are not permitted.
1
2
Rectangular shape
No rotation No distortion No rounded or bevelled corners
1
2
With exclusive
special equipment 1 With exclusive special equipment 1
With exclusive special equipment 1
With exclusive special equipment 1
Volkswagen brand design 7 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Eye-catchersDesign | Form
The eye-catcher is a rectangular shape without outline.
Rotations, distortions and rounded or bevelled corners are not permitted.
1
2
Rectangular shape
No rotation No distortion No rounded or bevelled corners
1
2
With exclusive
special equipment 1 With exclusive special equipment 1
With exclusive special equipment 1
With exclusive special equipment 1
Volkswagen brand design 7 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Eye-catchersDesign | Form
The eye-catcher is a rectangular shape without outline.
Rotations, distortions and rounded or bevelled corners are not permitted.
1
2
Rectangular shape
No rotation No distortion No rounded or bevelled corners
1
23
3
2
2
1
Rectangular shape Customisable proportions
No rotation No distortion No rounded or bevelled corners
New: No3w available as the special Sound modelwith exclusive special equipment 1
For the best beats: Now available as the special Sound model
with exclusive special equipment 1
With exclusive special equipment 1
30 %
Starting 1st June at your favourite dealership.
1
78 | 98Volkswagen brand designConsolidated user guidance
Eye-catchersDesign | Colour definition
Digital
RGB sRGB 0 | 230 | 230 255 | 51 | 92
Hexademical #00e6e6 #ff335c
Lab 83 | -47 | -14 57 | 76 | 30
Paint
Oracal Oracal 055 Mint Oracal 041 Pink
Scotchcal 3M Scotchcal 600 Robin Egg Blue
3M Scotchcal 454 Pink
PANTONE® coated PANTONE 630 PANTONE 2040
PANTONE® uncoated PANTONE 630 PANTONE 2040
CMYK coated ISO Coated v2 (Fogra 39)1 60 | 0 | 15 | 0 5 | 100 | 45 | 0
PSO Coated v3 (Fogra 51) 1 60 | 0 | 15 | 0 5 | 100 | 45 | 0
CMYK uncoated PSO Uncoated v3 (Fogra 47)1 60 | 0 | 15 | 0 5 | 100 | 45 | 0
PSO Uncoated v3 (Fogra 52) 1 60 | 0 | 15 | 0 5 | 100 | 45 | 0
CMYK Newspaper ISO Newspaper 26v4 (Fogra 39)1 60 | 0 | 15 | 0 5 | 100 | 45 | 0
1 For further information and downloads of the colour profiles, refer to → www.eci.org → www.fogra.org
VW Mint Blue VW Soft RedWe defined two colours for use in eye-catchers:- VW Mint Blue - VW Soft Red(Font colour: White)
It’s also possible to use the following primary colours:-White- VW Light Blue (Font colour: VW Dark Blue).
Important note
We prefer to use VW Mint Blue eye-catchers in digital media as other colours are already used for different functions.
All four colours are available for use in print applications.
79 | 98Volkswagen brand designConsolidated user guidance
Eye-catchersDesign | Colour application
Text colour
White, Black and VW Dark Blue text can be used to ensure contrast and impact is created.
Please note that VW Dark Blue text must not be used within the VW Soft Red eye-catchers and the text must not match the eye-catcher colour.
Background colour
VW Dark Blue, VW Light Blue and White backgrounds can be used to ensure contrast and impact is created.
Please note that VW Mint Blue eye-catchers must not be placed on a VW Light Blue background. Eye-catcher colours must also not match the background colour.
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Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Volkswagen brand design 10 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Eye-catchersDesign | Text colour
On white
VW Dark Blue is used as text colour on white eye-catchers. To increase the contrast, black text may be used.
On VW Light Blue
White or VW Dark Blue is used as text colour on VW Light Blue eye-catchers. To increase the contrast, black text may be used.
On VW Soft Red
White or black is used as text colour on VW Soft Red eye-catchers.
On VW Mint Blue
VW Dark Blue or white is used as text colour on VW Mint Blue eye-catchers. To increase the contrast, black text may be used.
1
2
3
4
1
2
3
4
Volkswagen brand design 11 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Use white, VW Light Blue, VW Soft Red or VW Mint Blue for an eye-catcher on VW Dark Blue.
Use white or VW Soft Red for an eye-catcher on VW Light Blue.
Use VW Light Blue, VW Soft Red or VW Mint Blue for an eye-catcher on white.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Eye-catchersDesign | Solid-colour background
Eye-catcher on VW Dark Blue Eye-catcher on VW Light Blue Eye-catcher on white
Volkswagen brand design 11 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Use white, VW Light Blue, VW Soft Red or VW Mint Blue for an eye-catcher on VW Dark Blue.
Use white or VW Soft Red for an eye-catcher on VW Light Blue.
Use VW Light Blue, VW Soft Red or VW Mint Blue for an eye-catcher on white.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Eye-catchersDesign | Solid-colour background
Eye-catcher on VW Dark Blue Eye-catcher on VW Light Blue Eye-catcher on white
Volkswagen brand design 11 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Use white, VW Light Blue, VW Soft Red or VW Mint Blue for an eye-catcher on VW Dark Blue.
Use white or VW Soft Red for an eye-catcher on VW Light Blue.
Use VW Light Blue, VW Soft Red or VW Mint Blue for an eye-catcher on white.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Eye-catchersDesign | Solid-colour background
Eye-catcher on VW Dark Blue Eye-catcher on VW Light Blue Eye-catcher on white
Volkswagen brand design 11 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Use white, VW Light Blue, VW Soft Red or VW Mint Blue for an eye-catcher on VW Dark Blue.
Use white or VW Soft Red for an eye-catcher on VW Light Blue.
Use VW Light Blue, VW Soft Red or VW Mint Blue for an eye-catcher on white.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Eye-catchersDesign | Solid-colour background
Eye-catcher on VW Dark Blue Eye-catcher on VW Light Blue Eye-catcher on white
Volkswagen brand design 11 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Use white, VW Light Blue, VW Soft Red or VW Mint Blue for an eye-catcher on VW Dark Blue.
Use white or VW Soft Red for an eye-catcher on VW Light Blue.
Use VW Light Blue, VW Soft Red or VW Mint Blue for an eye-catcher on white.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Eye-catchersDesign | Solid-colour background
Eye-catcher on VW Dark Blue Eye-catcher on VW Light Blue Eye-catcher on white
Volkswagen brand design 11 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Use white, VW Light Blue, VW Soft Red or VW Mint Blue for an eye-catcher on VW Dark Blue.
Use white or VW Soft Red for an eye-catcher on VW Light Blue.
Use VW Light Blue, VW Soft Red or VW Mint Blue for an eye-catcher on white.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Eye-catchersDesign | Solid-colour background
Eye-catcher on VW Dark Blue Eye-catcher on VW Light Blue Eye-catcher on white
Volkswagen brand design 11 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Use white, VW Light Blue, VW Soft Red or VW Mint Blue for an eye-catcher on VW Dark Blue.
Use white or VW Soft Red for an eye-catcher on VW Light Blue.
Use VW Light Blue, VW Soft Red or VW Mint Blue for an eye-catcher on white.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Eye-catchersDesign | Solid-colour background
Eye-catcher on VW Dark Blue Eye-catcher on VW Light Blue Eye-catcher on white
Volkswagen brand design 11 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Use white, VW Light Blue, VW Soft Red or VW Mint Blue for an eye-catcher on VW Dark Blue.
Use white or VW Soft Red for an eye-catcher on VW Light Blue.
Use VW Light Blue, VW Soft Red or VW Mint Blue for an eye-catcher on white.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Eye-catchersDesign | Solid-colour background
Eye-catcher on VW Dark Blue Eye-catcher on VW Light Blue Eye-catcher on white
Volkswagen brand design 11 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Use white, VW Light Blue, VW Soft Red or VW Mint Blue for an eye-catcher on VW Dark Blue.
Use white or VW Soft Red for an eye-catcher on VW Light Blue.
Use VW Light Blue, VW Soft Red or VW Mint Blue for an eye-catcher on white.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Eye-catchersDesign | Solid-colour background
Eye-catcher on VW Dark Blue Eye-catcher on VW Light Blue Eye-catcher on white
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Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Volkswagen brand design 10 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Eye-catchersDesign | Text colour
On white
VW Dark Blue is used as text colour on white eye-catchers. To increase the contrast, black text may be used.
On VW Light Blue
White or VW Dark Blue is used as text colour on VW Light Blue eye-catchers. To increase the contrast, black text may be used.
On VW Soft Red
White or black is used as text colour on VW Soft Red eye-catchers.
On VW Mint Blue
VW Dark Blue or white is used as text colour on VW Mint Blue eye-catchers. To increase the contrast, black text may be used.
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Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Volkswagen brand design 10 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Eye-catchersDesign | Text colour
On white
VW Dark Blue is used as text colour on white eye-catchers. To increase the contrast, black text may be used.
On VW Light Blue
White or VW Dark Blue is used as text colour on VW Light Blue eye-catchers. To increase the contrast, black text may be used.
On VW Soft Red
White or black is used as text colour on VW Soft Red eye-catchers.
On VW Mint Blue
VW Dark Blue or white is used as text colour on VW Mint Blue eye-catchers. To increase the contrast, black text may be used.
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Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Volkswagen brand design 10 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Eye-catchersDesign | Text colour
On white
VW Dark Blue is used as text colour on white eye-catchers. To increase the contrast, black text may be used.
On VW Light Blue
White or VW Dark Blue is used as text colour on VW Light Blue eye-catchers. To increase the contrast, black text may be used.
On VW Soft Red
White or black is used as text colour on VW Soft Red eye-catchers.
On VW Mint Blue
VW Dark Blue or white is used as text colour on VW Mint Blue eye-catchers. To increase the contrast, black text may be used.
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Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Volkswagen brand design 10 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Eye-catchersDesign | Text colour
On white
VW Dark Blue is used as text colour on white eye-catchers. To increase the contrast, black text may be used.
On VW Light Blue
White or VW Dark Blue is used as text colour on VW Light Blue eye-catchers. To increase the contrast, black text may be used.
On VW Soft Red
White or black is used as text colour on VW Soft Red eye-catchers.
On VW Mint Blue
VW Dark Blue or white is used as text colour on VW Mint Blue eye-catchers. To increase the contrast, black text may be used.
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Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Volkswagen brand design 10 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Eye-catchersDesign | Text colour
On white
VW Dark Blue is used as text colour on white eye-catchers. To increase the contrast, black text may be used.
On VW Light Blue
White or VW Dark Blue is used as text colour on VW Light Blue eye-catchers. To increase the contrast, black text may be used.
On VW Soft Red
White or black is used as text colour on VW Soft Red eye-catchers.
On VW Mint Blue
VW Dark Blue or white is used as text colour on VW Mint Blue eye-catchers. To increase the contrast, black text may be used.
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Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Volkswagen brand design 10 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Eye-catchersDesign | Text colour
On white
VW Dark Blue is used as text colour on white eye-catchers. To increase the contrast, black text may be used.
On VW Light Blue
White or VW Dark Blue is used as text colour on VW Light Blue eye-catchers. To increase the contrast, black text may be used.
On VW Soft Red
White or black is used as text colour on VW Soft Red eye-catchers.
On VW Mint Blue
VW Dark Blue or white is used as text colour on VW Mint Blue eye-catchers. To increase the contrast, black text may be used.
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Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Volkswagen brand design 10 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Eye-catchersDesign | Text colour
On white
VW Dark Blue is used as text colour on white eye-catchers. To increase the contrast, black text may be used.
On VW Light Blue
White or VW Dark Blue is used as text colour on VW Light Blue eye-catchers. To increase the contrast, black text may be used.
On VW Soft Red
White or black is used as text colour on VW Soft Red eye-catchers.
On VW Mint Blue
VW Dark Blue or white is used as text colour on VW Mint Blue eye-catchers. To increase the contrast, black text may be used.
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Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Volkswagen brand design 10 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Eye-catchersDesign | Text colour
On white
VW Dark Blue is used as text colour on white eye-catchers. To increase the contrast, black text may be used.
On VW Light Blue
White or VW Dark Blue is used as text colour on VW Light Blue eye-catchers. To increase the contrast, black text may be used.
On VW Soft Red
White or black is used as text colour on VW Soft Red eye-catchers.
On VW Mint Blue
VW Dark Blue or white is used as text colour on VW Mint Blue eye-catchers. To increase the contrast, black text may be used.
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Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Lorem ipsumRit uis untem Bormoles illuptatur autendi gitib aute volorror autem illat spitor Arum quam core
Volkswagen brand design 10 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Eye-catchersDesign | Text colour
On white
VW Dark Blue is used as text colour on white eye-catchers. To increase the contrast, black text may be used.
On VW Light Blue
White or VW Dark Blue is used as text colour on VW Light Blue eye-catchers. To increase the contrast, black text may be used.
On VW Soft Red
White or black is used as text colour on VW Soft Red eye-catchers.
On VW Mint Blue
VW Dark Blue or white is used as text colour on VW Mint Blue eye-catchers. To increase the contrast, black text may be used.
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80 | 98Volkswagen brand designConsolidated user guidance
Colour
Use White, VW Light Blue, VW soft Red or VW Mint Blue for an eye-catcher on dark or light images.
The choice of colour and the degree of contrast with the image can determine whether the eye-catcher appears strident or restrained.
Position
The eye-catcher can be freely positioned.
When positioning an eye-catcher, always ensure that no important product features or faces are covered.
Eye-catchersDesign | Positioning on images
Eye-catcher on dark image Eye-catcher on light image
Volkswagen brand design 12 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Colour
Use white, VW Light Blue, VW Soft Red or VW Mint Blue for an eye- catcher on dark or light images.
The choice of colour and the degree of contrast with the image can determine whether the eye-catcher appears strident or restrained.
Position
The eye-catcher can be freely positioned.
When positioning an eye-catcher,always ensure that no important product features or faces are covered.
Eye-catchersDesign | Positioning on images
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Starting 1 June at your favourite dealership.
Eye-catcher on dark image Eye-catcher on light image
81 | 98Volkswagen brand designConsolidated user guidance
Eye-catchersDesign | Typography
Eye-catchers highlight a specific item of information
Too much information and no differentiation
The statement should be concise and simple
The text within eye-catchers is left aligned however, the construction of this is different from headlines and sub-lines. If using a complete sentence a full stop is recommended unless aesthetically problematic or unnecessary in the context.
Switching between different type styles is a characteristic feature of our brand communication, and it applies to eye-catchers too, but the bold and light styles may also be used on their own. Mixing bold and light style across lines should be avoided however can be used where necessary to highlight an important part of the message or, for example, a brand name. The regular style may also be used with smaller font sizes.
Font sizes should also be consistent within a sentence however a small font size can be used for secondary sentences as shown in the Beat it! example.
Don’ts
Multiple sentences and complicated constructions must be avoided in an eye-catcher.
Volkswagen brand design 13 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Beat it!Now available with the BeatsAudio sound system
The text of the eye-catcher is left- aligned and set in VW Text Light and Bold.
The regular style may also be used with smaller font sizes, while VW Head in light and bold styles may also be used with larger font sizes.
Switching between type styles is a characteristic feature of our brand communication, and this applies to eye-catchers too, but the bold and light styles may also be used on their own.
Spacing and font sizes may be freely chosen. When using multiple font sizes, always ensure clear differenti-ation between them.
For the best beats:Now available as the special Sound modelwith exclusive special equipment1
Starting 1 June at your favourite dealership.
For the best beatsNow available as the special sound modelwith exclusive special equipment1
Eye-catchersDesign | Typography
Volkswagen brand design 13 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Beat it!Now available with the BeatsAudio sound system
The text of the eye-catcher is left- aligned and set in VW Text Light and Bold.
The regular style may also be used with smaller font sizes, while VW Head in light and bold styles may also be used with larger font sizes.
Switching between type styles is a characteristic feature of our brand communication, and this applies to eye-catchers too, but the bold and light styles may also be used on their own.
Spacing and font sizes may be freely chosen. When using multiple font sizes, always ensure clear differenti-ation between them.
For the best beats:Now available as the special Sound modelwith exclusive special equipment1
Starting 1 June at your favourite dealership.
For the best beatsNow available as the special sound modelwith exclusive special equipment1
Eye-catchersDesign | Typography
For the best beats: Experience the new special Sound model with exclusive special equipment ¹ Starting 1 June 2019 at your favourite dealership.
Volkswagen brand design 14 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Eye-catchers highlight a specific item of information. Therefore, the statement should always be concise, pithy and simple.
Avoid multiple statements, long sentences and complicated constructions in an eye-catcher.
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Too much information and no differentiation
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Pithy statement and differentiation by means of change in font style and size
Eye-catchersDesign | Information communication
For the best beats:Now available as the special Sound modelwith exclusive special equipment1
82 | 98Volkswagen brand designConsolidated user guidance
Eye-catchersImplementation | Combination with moving frame
The eye-catcher may be positioned inside, outside or even on top of the moving frame.
It may even be positioned at the edge of the page.
The size may be chosen to be striking or restrained.
General points
Only one eye-catcher per page /subject.
The eye-catcher should disrupt the overall impression, but not destroy it. It should be striking but not dominant.
Always ensure that no important product features or faces are covered.
The eye-catcher is not intended to contain copy text:– No long sentences– Only one item of highlighted information
Volkswagen brand design 16 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
The eye-catcher may be positioned inside, outside or even on top of the moving frame.
It may even be positioned at the edge of the page.
The size may be chosen to be strik- ing or restrained.
Eye-catchersImplementation | Combination with moving frame
General points
Only one eye-catcher per page/subject The eye-catcher should disrupt the overall impression, but not destroy it. It should be striking but not dominant. Always ensure that no important product features or faces are covered. The eye-catcher is not intended to contain copy text. – no long sentences – only one item of highlighted
information
Topline lorem ipsum
Headline Boldand LightOfficips Mantius, conet optas explit elluptius assit quam hil, serumquam, doluptasit, videligniers. Fugiatiat odi comniet velesci unt. Ut acepudam.
Ihicipsuntur, si ducius excero qui inis ut et qui volore omniscienti non parum sam rendipsam quam, sum nonsequunt.Met facculp architatem fugiatiat odi comniet velesci unt. Ut acepuda niscim ut doluptatest od molo beri optati reprorrum Fugitem ius conseditatem event aliquibeatur asi aut optas audam, acil illis ant que nume voluptate officipsape simus.
Now available as the special Sound model
Topline lorem ipsum
Headline Boldand LightOfficips Mantius, conet optas explit elluptius assit quam hil, serumquam, doluptasit, videligniers. Fugiatiat odi comniet velesci unt. Ut acepudam.
Ihicipsuntur, si ducius excero qui inis ut et qui volore omniscienti non parum sam rendipsam quam, sum nonsequunt.Met facculp architatem fugiatiat odi comniet velesci unt. Ut acepuda niscim ut doluptatest od molo beri optati reprorrum Fugitem ius conseditatem event aliquibeatur asi aut optas audam, acil illis ant que nume voluptate officipsape simus.
30 %Topline lorem ipsum
Headline Boldand LightOfficips Mantius, conet optas explit elluptius assit quam hil, serumquam, doluptasit, videligniers. Fugiatiat odi comniet velesci unt. Ut acepudam.
Ihicipsuntur, si ducius excero qui inis ut et qui volore omniscienti non parum sam rendipsam quam.Met facculp architatem fugiatiat odi comniet velesci unt. Ut acepuda niscim ut doluptatest molo beri Fugitem ius conseditatem event aliquibeatur asi aut optas audam.
Beat it!Now available as the special Sound model
Topline lorem ipsum
Headline Boldand LightOfficips Mantius, conet optas explit elluptius assit quam hil, serumquam, doluptasit, videligniers. Fugiatiat odi comniet velesci unt. Ut acepudam.
Ihicipsuntur, si ducius excero qui inis ut et qui volore omniscienti non parum sam rendipsam quam, sum nonsequunt.Met facculp architatem fugiatiat odi comniet velesci unt. Ut acepuda niscim ut doluptatest od molo beri optati reprorrum Fugitem ius conseditatem event aliquibeatur asi aut optas audam, acil illis ant que nume voluptate officipsape simus.
Now available as the special Sound model
83 | 98Volkswagen brand designConsolidated user guidance
Eye-catchersImplementation | Combination with reduced moving frame
The same principles apply when used in combination with the reduced moving frame:
– Free positioning allowed– Moving frame can be overlaid– Can be positioned in the bleed area– Bold or modest in size
Volkswagen brand design 17 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
The same principles apply when used in combination with the reduced moving frame:– free positioning allowed– moving frame can be overlaid– can be positioned in the bleed area– Bold or modest in size
Eye-catchersImplementation | Combination with reduced moving frame
Headline Lightand Bold
30 %
Headline Lightand Bold
Now available as the special Sound model Headline Bold
and Light Beat it!Now available as the special Sound model
Topline Bold
Headline Bold
Now available as the special Sound model
84 | 98Volkswagen brand designConsolidated user guidance
Eye-catchersImplementation | Don’ts
Headline Boldand LightOfficips Mantius, conet optas explit elluptius assit quam hil, serumquam, doluptasit, videligniers. Fugiatiat odi comniet velesci unt. Ut acepudam.
Ihicipsuntur, si ducius excero qui inis ut et qui volore omniscienti non parum sam rendipsam quam, sum nonsequunt.Met facculp architatem fugiatiat odi comniet velesci unt. Ut acepuda niscim ut doluptatest od molo beri optati reprorrum Fugitem ius conseditatem event aliquibeatur asi aut optas audam, acil illis ant que nume voluptate officipsape simus.
Now available as the special Sound model
Headline Boldand Light
Now available as the special Sound model
Headline Boldand LightOfficips Mantius, conet optas explit elluptius assit quam hil, serumquam, doluptasit, videligniers. Fugiatiat odi comniet velesci unt. Ut acepudam.
Ihicipsuntur, si ducius excero qui inis ut et qui volore omniscienti non parum sam rendipsam quam, sum nonsequunt.Met facculp architatem fugiatiat odi comniet velesci unt. Ut acepuda niscim ut doluptatest od molo beri optati reprorrum Fugitem ius conseditatem event aliquibeatur asi aut optas audam, acil illis ant que nume voluptate officipsape simus.
Now available as the special Sound model
Headline Boldand Light
Now available as the special Sound model
Headline Boldand LightOfficips Mantius, conet optas explit elluptius assit quam hil, serumquam, doluptasit, videligniers. Fugiatiat odi comniet velesci unt. Ut acepudam.
Ihicipsuntur, si ducius excero qui inis ut et qui volore omniscienti non parum sam rendipsam quam, sum nonsequunt.Met facculp architatem fugiatiat odi comniet velesci unt. Ut acepuda niscim ut doluptatest od molo beri optati reprorrum Fugitem ius conseditatem event aliquibeatur asi aut optas audam, acil illis ant que nume voluptate officipsape simus.
Now available as the special Sound model
Headline Boldand Light
Now available as the special Sound model
Starting 1 June at your favourite dealership.
Volkswagen brand design 18 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Eye-catchersImplementation | Don’ts
Do not cover any important vehicle features
Do not cover any faces Do not make it too large Do not use more than one eye-catcher per application
Do not place it too near to the logo or headline Do not use any other colours
85 | 98Volkswagen brand designConsolidated user guidance
Eye-catchersImplementation | Typography positioning
Instead of using an eye-catcher, offers and additional information can also be presented typographically.
The contents of the offer are set in the size of a sub-line. Position can be freely chosen.
Volkswagen brand design 20 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Eye-catchersTypographic variant | Size and positioning
Instead of using an eye-catcher, offers and additional information can also be presented typographi-cally.
The contents of the offer are set in the size of a subline.→ also Basic elements | Typography switch beween bold/light styles | Topline, subline and Spacing
Position can be freely chosen.
Headline Boldand LightNow available as the special Sound model
Ihicipsuntur, si ducius excero qui inis ut et qui volore omniscienti non parum sam rendipsam quam, sum nonsequunt.Met facculp architatem fugiatiat odi comniet velesci unt. Ut acepuda niscim ut doluptatest od molo beri optati reprorrum Fugitem ius conseditatem event aliquibeatur asi aut optas audam, acil illis ant que nume voluptate officipsape simus.
Application
87 | 98Volkswagen brand designConsolidated user guidance
ApplicationBrand supplement | Overview
If individual lines of business, products, subsidiaries or Volkswagen partners are to be named as co-authors of the advertising, this is done with appropriate brand supplement.
The supplement can be implemented as a direct addition to the logo or as an application in relation to the moving frame.
The systematic use of design definitions helps to show the diversity of our brand and at the same time to guarantee uniform presentation.
Please note
In certain contexts, the brand supplement can stand alone on its own background. Direct reference to the brand logo must be ensured.
Volkswagen Brand Design 4 | 15Basic elements20190524_BrandSupplement_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Autohaus Lorem Ipsumloremipsum.de
If individual lines of business, products, subsidiaries or Volkswagen partners are to be named as co-authors of the advertising, this is done with an appropriate brand supplement.
The supplement can be implemented as a direct addition to the logo or as an application in relation to the Moving Frame.
The systematic use of design defini-tions helps to show the diversity of our brand and at the same time to guarantee uniform presentation.
Brand supplementOverview
Driving Experience
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Loremipsum dolor Volkswagen Brand Design 4 | 15
Basic elements20190524_BrandSupplement_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Autohaus Lorem Ipsumloremipsum.de
If individual lines of business, products, subsidiaries or Volkswagen partners are to be named as co-authors of the advertising, this is done with an appropriate brand supplement.
The supplement can be implemented as a direct addition to the logo or as an application in relation to the Moving Frame.
The systematic use of design defini-tions helps to show the diversity of our brand and at the same time to guarantee uniform presentation.
Brand supplementOverview
Driving Experience
Cera non nisciistrum que volupta taerferis dipsamentisaborecte et imiliae excessit audita officie nisseque accu-sam pro alique inveriti velent quiasse ditatem.
Loremipsum dolor
Volkswagen Brand Design 8 | 15Basic elements20190524_BrandSupplement_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Please note
In certain contexts, the brand supplement can stand alone on its own background. Direct reference to the brand logo must be ensured.
Brand supplementDirect logo supplement | Examples of use
Driven by Volkswagen
Autohaus Lorem Ipsumloremipsum.de
Volkswagen Brand Design 8 | 15Basic elements20190524_BrandSupplement_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Please note
In certain contexts, the brand supplement can stand alone on its own background. Direct reference to the brand logo must be ensured.
Brand supplementDirect logo supplement | Examples of use
Driven by Volkswagen
Autohaus Lorem Ipsumloremipsum.de
Volkswagen Brand Design 8 | 15Basic elements20190524_BrandSupplement_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Please note
In certain contexts, the brand supplement can stand alone on its own background. Direct reference to the brand logo must be ensured.
Brand supplementDirect logo supplement | Examples of use
Driven by Volkswagen
Autohaus Lorem Ipsumloremipsum.de
Volkswagen Brand Design 8 | 15Basic elements20190524_BrandSupplement_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Please note
In certain contexts, the brand supplement can stand alone on its own background. Direct reference to the brand logo must be ensured.
Brand supplementDirect logo supplement | Examples of use
Driven by Volkswagen
Autohaus Lorem Ipsumloremipsum.de
Volkswagen Brand Design 4 | 15Basic elements20190524_BrandSupplement_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Autohaus Lorem Ipsumloremipsum.de
If individual lines of business, products, subsidiaries or Volkswagen partners are to be named as co-authors of the advertising, this is done with an appropriate brand supplement.
The supplement can be implemented as a direct addition to the logo or as an application in relation to the Moving Frame.
The systematic use of design defini-tions helps to show the diversity of our brand and at the same time to guarantee uniform presentation.
Brand supplementOverview
Driving Experience
Cera non nisciistrum que volupta taerferis dipsamentisaborecte et imiliae excessit audita officie nisseque accu-sam pro alique inveriti velent quiasse ditatem.
Loremipsum dolor
88 | 98Volkswagen brand designConsolidated user guidance
Application Brand supplement | Single line design
1
3
2
A direct supplement to the logo is always in VW Head, Bold and Light styles can be combined in the brands typical way. If only one style, it should be bold.
Font size
The maximum cap height is half the diameter of the logo, the minimum cap height is one third.
Distance from the logo
The minimum distance corresponds to the cap height in the chosen font size and can be extended horizontally.
Position and alignment
The direct logo supplement is always centred with respect to the logo: to the left, right or underneath.
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89 | 98Volkswagen brand designConsolidated user guidance
ApplicationBrand supplement | Two line design
3
2
1 Font sizes
In the case of two-line supplements, the maximum cap height is one third of the diameter of the logo, the minimum cap height is one quarter.
The height of the capitals or length of descenders in the copy must not extend beyond the inside edges of the logo. Otherwise the line spacing is 110%.
Distance from the logo
The minimum distance corresponds to the cap height in the chosen font size and can be extended horizontally.
Position and alignment
The direct logo supplement is always centred with respect to the logo: to the left, right or underneath.
Type is set flush left for two-line supplements, centring is aligned with the longer line if they are arranged vertically.
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90 | 98Volkswagen brand designConsolidated user guidance
Brand supplement may not be set exclusively in VW Head Light.
It is not generally envisaged that copy will be set in caps.
The brand supplement may not exceed the size of the logo.
The brand supplement may not be placed outside the type area.
ApplicationBrand supplement | Don’ts
1 1
3
3
2
2
4
4
Service
DRIVING EXPERIENCE
DrivingDriving Experience
91 | 98Volkswagen brand designConsolidated user guidance
Application Brand supplement | Application with moving frame
Driving Experience
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Loremipsum dolor
Cera non nisciistrum que volupta taerferis dipsamentis aborecte et imiliae excessit audita officie nisseque accu-sam pro alique inveriti velent quiasse ditatem.
Loremipsum dolor
Driving Experience Lorem ipsum dolor sit amet
The best use of the brand supplement is a combination with the moving frame.
Typography
The supplement is set in VW Head Bold, any second line in VW Head Light. The colour of the type is always identical to that of the logo, and the height of the capitals is between ½ and ⅓ of the diameter of the logo.
Position
The brand supplement is positioned either above or below the moving frame. The distance is half the diameter of the logo. The brand supplement is always aligned flush left with the headline. The logo therefore is to be placed the other side of the moving frame.
Vertical alignment
In the case of a reduced Moving frame in vertical alignment, the brand supplement is always placed at the top or the bottom edge of the print area. The flush left alignment with the headline remains unchanged.
Horizontal alignment
With horizontal alignment, the brand supplement is aligned flush left with the headline with half a logo diameter space above or below the Moving frame (always on the other side of the headline).
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Loremipsum dolor
Driving Experience
Cera non nisciistrum que volupta taerferis dipsamentisaborecte et imiliae excessit audita officie nisseque accu-sam pro alique inveriti velent quiasse ditatem.
Loremipsum dolor
Driving Experience
1
1
2
2
3
3
92 | 98Volkswagen brand designConsolidated user guidance
ApplicationBrand supplement | Application examples
The brand supplement aligns with the moving frame and moves freely within the layout with the frame.
Volkswagen Brand Design 13 | 15Basic elements20190524_BrandSupplement_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Brand supplementApplication with reduced Moving Frame | Examples of use
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Loremipsum dolor
Driving Experience
Cera non nisciistrum que volupta taerferis dipsamentisaborecte et imiliae excessit audita officie nisseque accu-sam pro alique inveriti velent quiasse ditatem.
Loremipsum dolor
Driving Experience
Lorem
Driving ExperienceLorem ipsum dolor sit amet
Cera non nisciistrum que volupta taerferis dipsamentisaborecte et imiliae excessit audita officie nisseque accu-sam pro alique inveriti velent quiasse ditatem.
Loremipsum dolor
Driving Experience
Volkswagen Brand Design 11 | 15Basic elements20190524_BrandSupplement_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
The brand supplement is aligned with the Moving Frame and moves freely within the layout with the frame.
Brand supplementApplication with Moving Frame | Examples of use
Driving Experience
Cera non nisciistrum que volupta taerferis dipsamentisaborecte et imiliae excessit audita officie nisseque accu-sam pro alique inveriti velent quiasse ditatem.
Loremipsum dolor
Driving Experience
Cera non nisciistrum que volupta taerferis dipsamentisaborecte et imiliae excessit audita officie nisseque accu-sam pro alique inveriti velent quiasse ditatem.
Loremipsum dolor
LoremCera non nisciistrum que volupta taerferis dipsamentisaborecte et imiliae excessit audita officie nisseque accu-sam pro alique inveriti velent quiasse ditatem.
Driving ExperienceLorem ipsum dolor sit amet
Volkswagen brand design 22 | 52Digital media20190523_Social_Media_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Social MediaFacebook | Profile picture
Profile picture (desktop view)
Profile picture (mobile view)
Profile picture in a post (desktop view)
Profile picture in a comment
For the profile picture for Facebook a square format is needed. The scaling to final size is made by Facebook automatically. For the optimal format size for the upload please refer to the help pages of Facebook.
The profile picture will be implemented fully bled, as a pixel graphic with a white background.
Volkswagen brand design 37 | 52Digital media20190523_Social_Media_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Social MediaInstagram | Profile picture
Profile picture for feed (desktop view)
Profile picture for post (mobile view)
Profile picture for feed (mobile view)
Profile picture for story (mobile view)
For the profile picture for Instagram a square format is needed. The scaling to final size is made by Instagram automatically. For the optimal format size for the upload please refer to the help pages of Instagram.
The profile picture will be imple-mented fully bled, as a pixel graphic with a white background.
Volkswagen Brand Design 10 | 15Motion | Logo ending20190524_Logo-Ending_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
31 2 There are two short versions: with and without the brand voice. Both are used exclusively for very short content.
Version with brand voice
The final scene of the film dissolves into the logo together with a black background. The brand voice is heard without the sound logo.
In contrast to the standard version, the logo does not scale and only lights up very briefly. The sequence runs to approx. 1.8 seconds.
You will find the templates here: → Motion | Logo ending | Contacts
The logo and the fade to black are quickly estab-lished over the running footage.
Both become stronger. The brand voice is heard. The logo is on a black background.
Short versionVersion with brand voice
Volkswagen brand design 39 | 52Digital media20190523_Social_Media_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Instagram places several elements on stories, which are positioned either along the top edge or in the lower right-hand corner. The specifics of the display depend on the operating system installed on the mobile end device (iOS or Android). Brand signals such as the moving frame would compete with existing GUI elements and therefore cannot form a part of photos and videos featured in stories.
Social MediaInstagram | Story
iOS (mobile view) Android (mobile view)
Volkswagen Brand Design 10 | 15Motion | Logo ending20190524_Logo-Ending_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
31 2 There are two short versions: with and without the brand voice. Both are used exclusively for very short content.
Version with brand voice
The final scene of the film dissolves into the logo together with a black background. The brand voice is heard without the sound logo.
In contrast to the standard version, the logo does not scale and only lights up very briefly. The sequence runs to approx. 1.8 seconds.
You will find the templates here: → Motion | Logo ending | Contacts
The logo and the fade to black are quickly estab-lished over the running footage.
Both become stronger. The brand voice is heard. The logo is on a black background.
Short versionVersion with brand voice
Volkswagen brand design 22 | 52Digital media20190523_Social_Media_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Social MediaFacebook | Profile picture
Profile picture (desktop view)
Profile picture (mobile view)
Profile picture in a post (desktop view)
Profile picture in a comment
For the profile picture for Facebook a square format is needed. The scaling to final size is made by Facebook automatically. For the optimal format size for the upload please refer to the help pages of Facebook.
The profile picture will be implemented fully bled, as a pixel graphic with a white background.
Volkswagen brand design 31 | 52Digital media20190523_Social_Media_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Banner (desktop view)
Banner (TV view)
Banner (tablet view) Profile picture for channel page (mobile view)
Banners have a predefined width of 970 px – the height can vary between 0 and 150 px. It is possible to include individual brand elements and to add links to the Volkswagen website or particular areas of the website.
Image focus areaBanners on YouTube are cropped, so make sure that the focal point of the image is within the marked area (see image above left).
The desktop view is wider than the mobile view.
The mobile view is narrower and varies depending on the end device.
1
2
Social MediaYouTube | Banner
Image focus area
1 2
Volkswagen brand design 31 | 52Digital media20190523_Social_Media_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Banner (desktop view)
Banner (TV view)
Banner (tablet view) Profile picture for channel page (mobile view)
Banners have a predefined width of 970 px – the height can vary between 0 and 150 px. It is possible to include individual brand elements and to add links to the Volkswagen website or particular areas of the website.
Image focus areaBanners on YouTube are cropped, so make sure that the focal point of the image is within the marked area (see image above left).
The desktop view is wider than the mobile view.
The mobile view is narrower and varies depending on the end device.
1
2
Social MediaYouTube | Banner
Image focus area
1 2
Volkswagen Brand Design 11 | 15Motion | Logo ending20190524_Logo-Ending_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
1 2 3 4 In the short version without brand voice, the final scene of the film dissolves quickly into the logo to-gether with a black background.
Here as well, the logo does not scale and only lights up very briefly. At the end the URL appears. The sequence runs to approx. 1.8 seconds.
This version is also used exclusively for very short content.
You will find the templates here: → Motion | Logo ending | Contacts
For the URL, an additional adjustable template is available.
Short versionVersion with no brand voice (with URL)
The URL appears with a hard cut.The logo and the fade to black are quickly established over the run-ning footage.
Both become stronger. The logo is on a black background.
Volkswagen brand design 32 | 52Digital media20190523_Social_Media_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
YouTube positions several icons on the video thumbnails. These are located on the right half of the thumbnail or are spread across the entire area. In addition, the title is placed in the top left-hand corner in some views.
We recommend positioning the logo on the lower left-hand side. To make sure that the logo is as visible as possible, images should have an uncluttered, monochrome background in the logo area.
We have provided a file to help ensure optimum display in video thumbnails.
Social MediaYouTube | Video thumbnails (preview images)
Video thumbnail Video thumbnail displayed as a link in another video
Thumbnail playlist with “Watch all” layer displayed on mouseover Video thumbnail with clock displayed on mouseover
Volkswagen brand design 33 | 52Digital media20190523_Social_Media_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Social MediaYouTube | Credits
At the end of the video, YouTubeoffers the option of linking to other videos. A subscribe button can also be included. Additionally, the title, automatic icons and the player components are displayed.
Black is the preferred background colour, but other backgrounds may be used. The linked videos and the subscribe button (= badge) are vertically centred.
Links displayed at the end of the video.
Links can also be positioned on other coloured backgrounds or images.
Links displayed on mouseover.
Volkswagen brand design 33 | 52Digital media20190523_Social_Media_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Social MediaYouTube | Credits
At the end of the video, YouTubeoffers the option of linking to other videos. A subscribe button can also be included. Additionally, the title, automatic icons and the player components are displayed.
Black is the preferred background colour, but other backgrounds may be used. The linked videos and the subscribe button (= badge) are vertically centred.
Links displayed at the end of the video.
Links can also be positioned on other coloured backgrounds or images.
Links displayed on mouseover.
Volkswagen brand design 32 | 52Digital media20190523_Social_Media_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
YouTube positions several icons on the video thumbnails. These are located on the right half of the thumbnail or are spread across the entire area. In addition, the title is placed in the top left-hand corner in some views.
We recommend positioning the logo on the lower left-hand side. To make sure that the logo is as visible as possible, images should have an uncluttered, monochrome background in the logo area.
We have provided a file to help ensure optimum display in video thumbnails.
Social MediaYouTube | Video thumbnails (preview images)
Video thumbnail Video thumbnail displayed as a link in another video
Thumbnail playlist with “Watch all” layer displayed on mouseover Video thumbnail with clock displayed on mouseover
Volkswagen brand design 26 | 52Digital media20190523_Social_Media_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Video thumbnails in the preview Video in a post with video player displayed
Facebook positions several elements on the preview image of a video.
– In the centre of the image: the play icon (in some cases only upon mouseover)
– Above left: the video title (in system font only on preview images)
– Below right: the like and comment icons (only on preview images)
– Along the bottom edge: the player components (displayed upon mouseover during video playback)
Please ensure that you do not place text or brand signals in these areas.
Social MediaFacebook | Videos
Volkswagen brand design 27 | 52Digital media20190523_Social_Media_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Here are some examples of a Volkswagen Facebook profile being used in a way that complies with our corporate design.
Social MediaFacebook | Examples
Mobile view (IOs)
Desktop view
Mobile view (Android) Tablet view Volkswagen brand design 22 | 52Digital media20190523_Social_Media_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Social MediaFacebook | Profile picture
Profile picture (desktop view)
Profile picture (mobile view)
Profile picture in a post (desktop view)
Profile picture in a comment
For the profile picture for Facebook a square format is needed. The scaling to final size is made by Facebook automatically. For the optimal format size for the upload please refer to the help pages of Facebook.
The profile picture will be implemented fully bled, as a pixel graphic with a white background.
93 | 98Volkswagen brand designConsolidated user guidance
Further guidance available upon request for: Logo endings and social media
Application Other applications | Digital
Volkswagen brand design 21 | 27Advertising20190529_Ads_OoH_EN_v004Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Advertisements and out-of-home mediaExamples | Advertisements
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Nonsedis rempos etum culpa alitatem Lorem ipsum deleturcon poribus illibus, odiaes ut even
volkswagen.de
Oriam es aliquam nienien tiamus aut pel in netaudi cusdandionet aces im harum acest quisti blaborem sim cumquidebit vent.
Volupti osapidunt autenda molut fuga. Nam, con poribus illibus, odiaes ut event et, sum idebiti coratecum, illiqua tempore lis et am eiunt maximet quis nonsedis rempos etum.Pulpa reptasp alitatem. Et, cons
Lorem ipsum LeciatestSubline Lorem ipsum
volkswagen.de
Nonsedis rempos etum culpa alitatem Lorem ipsum deleturcon poribus illibus, odiaes ut even
Oriam es aliquam nienien tiamus aut pel in netaudi cusdandionet aces im harum acest quisti blaborem sim cumquidebit vent.
Claim Lorem ipsum
Volupti osapidunt autenda molut fuga. Nam, con poribus illibus, odiaes ut event et, sum idebiti coratecum, illiqua tempore lis am eiunt maximet quis nonsedis rempos etum.Pulpa reptasp alitatem. Et, cons
Lorem ipsum LeciatestSubline Lorem ipsum
volkswagen.de
See merolling
01
01 Dolup conem consect Korestioremrt debit volut tior exper fernam cone eum
02 Stem quet corempe ere tempede molleniandel nonest udae porror mami
03 Kaedeque reiumRepere rcilia aste rerinst utvolor ipsandim psanister eicaerroste
02
03
Ur aspitiate eatem volupturen ailud quitu quamet fugitaturest.Dolup conem consect.
Dolup conem consect orestioremrt debit volut tior exper fernam, cone eum, tem quet corempe ere tempede molleniandel nonest, udae porror mami, saedeque reium, repere rcilia aste rerinst utvolor ipsandim psanister eicaerroste elend spicabo. Equassit offici testio volor rum queder sum quat ion everisciis experro consed quiasp necae. Numas quiat nonsequunt, natis uptausa ndelit, volore rest, sequistium, utatempo reste sant ventem incia quid. Dolup conem consectes orestioremrt debit volut tior exper fernam, con eum, tem quet corempe ere tempede mollenian.
2 Running headline
Light now
Am, nos utatur suse sin et accus dolorem illoreiur, et facea cons mo volore sum rept atent verums faciatist ventur. Accupta turiaer nobisqui aliquat edit. Running headline 3
Ist eium int modis a sit aliquiatius. olupt asers quod quiaers pitatum eris acerios eturibus, anim quis voloribus, veles moles natiunt, tetur andis aritibusters eatem doloritatur.
Equassit offici testio volor si berum qued sum
quation everisciis experro consed quiaspe
rionecae. Ut maio. Num istrumas quia nonst,
natis molupta alibusa ndelit, volore reset,
sequistium, utatempo res sant ventem incia
quid utem aut endition eicilluptate volorm
quamenet dita quos simpor a doluptur santis
acepe qui dollautate omnisci tatiis ma sige
alitiurt susda invendi psandelest, corisci modit
ibusam fugitia quas eumquam co. Ritap net
quidit etur, tore autatio nsequi acep eliqui aut
Tem reptasp idendis num volorros es quet veriat laboremes ist. Ut quiast delisca vend, aut explige Hendis eum sum volorum eos mosa quidis est.
aliqui asperfero coribusciiste quuntin cienihit
labor aperor aut omniet, numquiae pellectota
doluptas conem consect orestiorem debit
volut enectior em experfernam, cone eumtes,
tem que corempe rsperec temped molleni
andel in nonest, inusdae porror ma nimi, deg
nonseque reium, con reperfe rcilia as rerink
utut volor si ipsandi psanis eicaerroste elendel
itaspicabo. Ut re consed mosanist offictore
cumet as quisciis atium, corerer lanto commo
lori sequo dis ilitatur. Emque sapelitat debit.
Hillatem et et odignatur aut volorae sequite
busam asperatur repta consequi poset lab
illabor iatempedit, ius cullanisquers volorem
quamenet dita quos simpor a doluptur santi
aliate endaeca ecescium es eatur.
Am, nos utatur suse sin et accus et dolorem illoreiur, et facea cons ed mo volore sum rept atent verum faciatist ventur. Accupta turiaer nobisqui aliquat edit.
6 Running headline
Ist eium int modis a sit aliquiatius. olupt asers quod quiaers pitatum eris acerios eturibus, anim quis voloribus, veles moles natiunt, tetur andis aritibusters eatem doloritatur. Equas offici testio volor si berum qued sum quation everisciis experro consed quiaspe rionecae. Uter maio. Num istrumas quia nonsequ unter, natis molupta alibusa ndelit, volore rest.
Am, nos utatur suse in et accus et dolorem iur, et facea consed movolore sum rept atent vers um faciatist.
Brightside
1.Am, nos utatur suse sin et accus et dolorem illoreiur, et facea cons ed mo volore sum rept atent verum faciatist ventur.
Running headline 7
Equassit offici testio volor si berumed sum quation everisciis experro conse quiaspe rionecae. Ut maio. Num rumas quia nonsequunt, natis molupta busa ndelit, volore rest, sequistium, utatem res sant ventem incia quid utem us endition eicilluptate volorrum quamen et dita quos simpor a doluptur santis acepe qui dollautate omnisci tatiis mai si alitiurt susda invendi psandelest, corisci modit ibusam fugitia quasuam co. Rita pa net quidit etur, tore auta nsequi acep eliqui aut aliqui asperfero coribusciiste quuntin cienihit labor
aperor aut omniet, numquiae pellecta doluptas conem consect orestiorem debit volut enectior em experfernam, cone eum, tem que corempe rspere temped molleniandel in nonest, sdae porror ma nimi, saedeg nonseque reium, con reperfe rcilia as rerin utut volor si ipsandi psanis eicaerroste lendel itaspicabo. Ut re consed sanist officto cumet as quisciis atium, cor lanto commolori sequo dis ilitaturers. Emque sapelitat debit volut. Resant ventem incia quid utem us enditioern eicilluptate.
4 Running headline
Nevermiss a turn
Ist eium int modis a sit aliquiatius. olupt asers quod quiaers pitatum eris acerios eturibus, anim quis voloribus, veles moles natiunt, tetur andis aritibusters eatem doloritatur.
Equassit offici testio volor si berum qued
sum quation everisciis experro consed
quiaspe rionecae. Ut maio. Num istrumas
quia nonsequunt, natis molupta alibusa
ndelit, volore rest, sequistium, utatempo
res sant ventem incia quid utem aut us
endition eicilluptate volorrum quamenet
dita quos simpor a doluptur santi acepe
qui dollautate omnisci tatiis ma si alitiurt
Susda invendi psandelest, corisci modit
net quidit etur, tore autatio nsequi acepfe
eliqui aut aliqui asperfero coribusciister
quuntin cienihit labor aperor aut omniet,
numquiae pellectota doluptas coneme
consect orestiorem debit volut enectiorn
Running headline 5
em experfernam, cone eum, tem quede
corempe rsperec temped molleniandel in
nonest, inusdae porror ma nimi, saedeg
nonseque reium, con reperfe rcilia as rerin
utut volor si ipsandi psanis eicaerroste
elendel itaspicabo. Ut re consed mosanist
officto cumet as quisciis atium, corerer
lanto commolori sequo dis ilitatur. Emque
sapelitat debit volut.
Hillatem et et odignatur aut volorae sequi
busam asperatur repta consequi ut pose
et lab illabor iatempedit, ius cullanisquers
volore aliate endaeca ecescium es eatur.
Libusam fugitia quas eumquam co. Ritapa
net quidit etur, tore autatio nsequi acep
eliqui aut aliqui asperfero coribusciiste
quuntin cienihit labor aperor aut omniet,
corempe rsperec temped molleniandel
numquiae pellectota doluptas conemerst
consect orestiorem debit volut enectior.
Am, nos utatur suse sin ets accuset dolorem illoreiur, et facea cons edmor volore sum rept atent verum faciat ventur. Accupta turiaer nobisqui alig.
Susda invendi psandelest, corisci modit
net quidit etur, tore autatio nsequi acepfe
eliqui aut aliqui asperfero coribusciister
quuntin cienihit labor aperor aut omniet,
numquiae pellectota doluptas coneme
consect orestiorem debit volut enectiorn
em experfernam, cone eum, tem quede
corempe rsperec temped molleniandel in
nonest, inusdae porror ma nimi, saedeg
nonseque reium, con reperfe rcilia as rerin
utut volor si ipsandi psanis eicaerroste
elendel itaspicabo. Ut re consed mosanist
officto cumet as quisciis atium, corerer
lanto commolori sequo dis ilitatur. Emque
sapelitat debit volut.
Volkswagen brand design 15 | 23Print media20190529_BasicPackage_EN_v004Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Images can be used in a range of different ways. They may be cropped, positioned within the type area, abutting or overlapping.
Cut-out product images are also possible.
When selecting images, keep our image style in mind.→ Basic elements | Imagery
Please see the guidelines on infor- mation graphics when incorporating them on inside pages.→ Design principles | Information graphics and tables
Basic packageInside pages | Images
Examples: A4 portrait format, A5 portrait format, A4 landscape format and long portrait format
Volkswagen Brand Design 8 | 9Digital Media20190524_OnlineAdvertising_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Online AdvertisingSample layouts
The layouts opposite show examples of banners with and without Moving Frame or button.
Volkswagen Brand Design 8 | 9Digital Media20190524_OnlineAdvertising_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Online AdvertisingSample layouts
The layouts opposite show examples of banners with and without Moving Frame or button.
Volkswagen Brand Design 8 | 9Digital Media20190524_OnlineAdvertising_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Online AdvertisingSample layouts
The layouts opposite show examples of banners with and without Moving Frame or button.
Volkswagen brand design 8 | 23Print media20190529_BasicPackage_EN_v004Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Basic packageCover pages | Images
A on all sides bleed-off background image is part of all cover pages.
Our visual style enables a broad spectrum of images to choose from.
Subject typesWe prefer images featuring cars and people, but it’s possible to show just the car (no people) or just people (no car) if the shot is very expressive.
When cropping the car, be sure that the lines or details distinctive to this specific model are still clearly visible.
Further information about image style: → Basic elements | Imagery
In exceptional cases, a coloured bleed-off background in VW Dark Blue or VW Light Blue can be used instead of a background image.
1
2
1
2
Headline Bold and Light
Headline Bold and Light
Be here now
Future magazine
Design in every detail
Future proven
Future proven
Life in the fast lane
Developing the future
Life in the fast lane
Bold move
Volkswagen brand design 7 | 23Print media20190529_BasicPackage_EN_v004Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
The wide range of imagery, the flexible use of the logo and the moving frame, and the flexible headline design enable a diversity of design across all formats.
Basic packageCover pages | Diverse design
Be here now
Future magazine
Design in every detail
Future proven
Future proven
Life in the fast lane
Developing the future
Life in the fast lane
Bold move
Volkswagen brand design 7 | 23Print media20190529_BasicPackage_EN_v004Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
The wide range of imagery, the flexible use of the logo and the moving frame, and the flexible headline design enable a diversity of design across all formats.
Basic packageCover pages | Diverse design
Future proven
Developing the future
Design in every detail
Future magazine
Life in the fast lane
Everyone is invited
volkswagen.de
volkswagen.de
volkswagen.de
Tem nis sim qui berae sequo eum rem audit
Tem nis sim berae seug
Tem nis sim qui berae sequo eum rem audit
Design in every detail
Volkswagen brand design 10 | 23Print media20190529_BasicPackage_EN_v004Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Only in exceptional cases may other elements be used on cover pages.
Subline/topline
A subline or topline always forms a visual unit with a headline.→ Basic elements | Typography | Application | Headline, topline, subline
Eye-catchers
Eye-catchers are used to draw attention to special information.→ Design principles | Eye-catchers
URLs and social media links
The URL is placed outside the moving frame in the publication’s body text font size.
Social media links are also placed outside the moving frame. They are displayed as icons in approximately twice the body text font size.
Basic packageCover pages | Other elements
Examples: A4 portrait format, A4 landscape format, long landscape format, A5 landscape format and A6 portrait format
Volkswagen brand design 21 | 27Advertising20190529_Ads_OoH_EN_v004Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Advertisements and out-of-home mediaExamples | Advertisements
volkswagen.deOriam es aliquam nienien tiamus aut pel in netaudi cusdandionet aces im harum acest quisti blaborem sim cumquidebit vent.
Volupti osapidunt autenda molut fuga. Nam, con poribus illibus, odiaes ut event et, sum idebiti coratecum.
Lore ipsumSubline Lorem ipsum
Nonsedis LoremVon poribus illib, odiaes even Volorpor epudios as sum ius
volkswagen.deOriam es aliquam nienien tiamus aut pel in netaudi cusdandionet aces im harum acest quisti blaborem sim cumquidebit vent.
Subline Lorem ipsum
Lorem ipsum Leciatest
Nonsedis rempo etum Lorem ipsum deleturVon poribus illibus, odiaes ut eventerses
volkswagen.deOriam es aliquam nienien tiamus aut pel in netaudi cusdandionet aces im harum acest quisti blaborem sim cumquidebit vent.
Volupti osapidunt autenda molut fuga. Nam, con poribus illibus, odiaes ut event, sum idebiti coratecum. Epres ad maximus citatem arion commolore, ipic exepf luptate porem hictat vellitat molupta ectectur autempo volorumque peritibusas quaeribus, sit, suntisquia corestiis de volorerem.
Lorem ipsum Leciatest
Nonse LoreVon poribus illi bus, odiaesterse ut eventerses Sandade
Oriam es aliquam nienien tiamus aut pel in netaudi cusdandionet aces im harum acest quisti blaborem sim cumquidebit vent.
Volupti osapidunt autenda molut fuga. Nam, con poribus illibus, odiaes ut event, sum idebiti coratecum, illiqua tempore. Sendi ad eatquam doluptisit acerumas nos offic tem im voluptiis ma praerum sae plit delliquibus vel magnihilis ellorpore, coriberione landam, et molor am qui tem accatem id quatemquias rem imporum ut aut dolori simin earunt volore dollori sunt moluptur.
Lorem ipsum Leciatest
volkswagen.de
Nonsed rempo etum culpa alitatem Lorem ipsum deletur
Oriam es aliquam nienien tiamus aut pel in netaudi cusdandionet aces im harum acest quisti blaborem sim cumquidebit vent.
Volupti osapidunt autenda molut fuga. Nam, con poribus illibus, odiaes ut event et, sum idebiti coratecum, illiqua tempore lis et am eiunt maximet quis nonsedis rempos etum culpa alitatem.Et, consero dollaborrum qui reptasp eroruptates doluptatio tent.
Lorem ipsum Leciatest
Nonsedis rempos etum culpa alitatem Lorem ipsum deleturcon poribus illibus, odiaes ut even
volkswagen.de
Oriam es aliquam nienien tiamus aut pel in netaudi cusdandionet aces im harum acest quisti blaborem sim cumquidebit vent.
Volupti osapidunt autenda molut fuga. Nam, con poribus illibus, odiaes ut event et, sum idebiti coratecum, illiqua tempore lis et am eiunt maximet quis nonsedis rempos etum.Pulpa reptasp alitatem. Et, cons
Lorem ipsum LeciatestSubline Lorem ipsum
volkswagen.de
Nonsedis rempos etum culpa alitatem Lorem ipsum deleturcon poribus illibus, odiaes ut even
Oriam es aliquam nienien tiamus aut pel in netaudi cusdandionet aces im harum acest quisti blaborem sim cumquidebit vent.
Claim Lorem ipsum
Volupti osapidunt autenda molut fuga. Nam, con poribus illibus, odiaes ut event et, sum idebiti coratecum, illiqua tempore lis am eiunt maximet quis nonsedis rempos etum.Pulpa reptasp alitatem. Et, cons
Lorem ipsum LeciatestSubline Lorem ipsum
volkswagen.de
Volkswagen brand design 21 | 27Advertising20190529_Ads_OoH_EN_v004Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Advertisements and out-of-home mediaExamples | Advertisements
volkswagen.deOriam es aliquam nienien tiamus aut pel in netaudi cusdandionet aces im harum acest quisti blaborem sim cumquidebit vent.
Volupti osapidunt autenda molut fuga. Nam, con poribus illibus, odiaes ut event et, sum idebiti coratecum.
Lore ipsumSubline Lorem ipsum
Nonsedis LoremVon poribus illib, odiaes even Volorpor epudios as sum ius
volkswagen.deOriam es aliquam nienien tiamus aut pel in netaudi cusdandionet aces im harum acest quisti blaborem sim cumquidebit vent.
Subline Lorem ipsum
Lorem ipsum Leciatest
Nonsedis rempo etum Lorem ipsum deleturVon poribus illibus, odiaes ut eventerses
volkswagen.deOriam es aliquam nienien tiamus aut pel in netaudi cusdandionet aces im harum acest quisti blaborem sim cumquidebit vent.
Volupti osapidunt autenda molut fuga. Nam, con poribus illibus, odiaes ut event, sum idebiti coratecum. Epres ad maximus citatem arion commolore, ipic exepf luptate porem hictat vellitat molupta ectectur autempo volorumque peritibusas quaeribus, sit, suntisquia corestiis de volorerem.
Lorem ipsum Leciatest
Nonse LoreVon poribus illi bus, odiaesterse ut eventerses Sandade
Oriam es aliquam nienien tiamus aut pel in netaudi cusdandionet aces im harum acest quisti blaborem sim cumquidebit vent.
Volupti osapidunt autenda molut fuga. Nam, con poribus illibus, odiaes ut event, sum idebiti coratecum, illiqua tempore. Sendi ad eatquam doluptisit acerumas nos offic tem im voluptiis ma praerum sae plit delliquibus vel magnihilis ellorpore, coriberione landam, et molor am qui tem accatem id quatemquias rem imporum ut aut dolori simin earunt volore dollori sunt moluptur.
Lorem ipsum Leciatest
volkswagen.de
Nonsed rempo etum culpa alitatem Lorem ipsum deletur
Oriam es aliquam nienien tiamus aut pel in netaudi cusdandionet aces im harum acest quisti blaborem sim cumquidebit vent.
Volupti osapidunt autenda molut fuga. Nam, con poribus illibus, odiaes ut event et, sum idebiti coratecum, illiqua tempore lis et am eiunt maximet quis nonsedis rempos etum culpa alitatem.Et, consero dollaborrum qui reptasp eroruptates doluptatio tent.
Lorem ipsum Leciatest
Nonsedis rempos etum culpa alitatem Lorem ipsum deleturcon poribus illibus, odiaes ut even
volkswagen.de
Oriam es aliquam nienien tiamus aut pel in netaudi cusdandionet aces im harum acest quisti blaborem sim cumquidebit vent.
Volupti osapidunt autenda molut fuga. Nam, con poribus illibus, odiaes ut event et, sum idebiti coratecum, illiqua tempore lis et am eiunt maximet quis nonsedis rempos etum.Pulpa reptasp alitatem. Et, cons
Lorem ipsum LeciatestSubline Lorem ipsum
volkswagen.de
Nonsedis rempos etum culpa alitatem Lorem ipsum deleturcon poribus illibus, odiaes ut even
Oriam es aliquam nienien tiamus aut pel in netaudi cusdandionet aces im harum acest quisti blaborem sim cumquidebit vent.
Claim Lorem ipsum
Volupti osapidunt autenda molut fuga. Nam, con poribus illibus, odiaes ut event et, sum idebiti coratecum, illiqua tempore lis am eiunt maximet quis nonsedis rempos etum.Pulpa reptasp alitatem. Et, cons
Lorem ipsum LeciatestSubline Lorem ipsum
volkswagen.de
Volkswagen brand design 8 | 23Print media20190529_BasicPackage_EN_v004Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Basic packageCover pages | Images
A on all sides bleed-off background image is part of all cover pages.
Our visual style enables a broad spectrum of images to choose from.
Subject typesWe prefer images featuring cars and people, but it’s possible to show just the car (no people) or just people (no car) if the shot is very expressive.
When cropping the car, be sure that the lines or details distinctive to this specific model are still clearly visible.
Further information about image style: → Basic elements | Imagery
In exceptional cases, a coloured bleed-off background in VW Dark Blue or VW Light Blue can be used instead of a background image.
1
2
1
2
Headline Bold and Light
Headline Bold and Light
See merolling
01
01 Dolup conem consect Korestioremrt debit volut tior exper fernam cone eum
02 Stem quet corempe ere tempede molleniandel nonest udae porror mami
03 Kaedeque reiumRepere rcilia aste rerinst utvolor ipsandim psanister eicaerroste
02
03
Ur aspitiate eatem volupturen ailud quitu quamet fugitaturest.Dolup conem consect.
Dolup conem consect orestioremrt debit volut tior exper fernam, cone eum, tem quet corempe ere tempede molleniandel nonest, udae porror mami, saedeque reium, repere rcilia aste rerinst utvolor ipsandim psanister eicaerroste elend spicabo. Equassit offici testio volor rum queder sum quat ion everisciis experro consed quiasp necae. Numas quiat nonsequunt, natis uptausa ndelit, volore rest, sequistium, utatempo reste sant ventem incia quid. Dolup conem consectes orestioremrt debit volut tior exper fernam, con eum, tem quet corempe ere tempede mollenian.
2 Running headline
Light now
Am, nos utatur suse sin et accus dolorem illoreiur, et facea cons mo volore sum rept atent verums faciatist ventur. Accupta turiaer nobisqui aliquat edit. Running headline 3
Ist eium int modis a sit aliquiatius. olupt asers quod quiaers pitatum eris acerios eturibus, anim quis voloribus, veles moles natiunt, tetur andis aritibusters eatem doloritatur.
Equassit offici testio volor si berum qued sum
quation everisciis experro consed quiaspe
rionecae. Ut maio. Num istrumas quia nonst,
natis molupta alibusa ndelit, volore reset,
sequistium, utatempo res sant ventem incia
quid utem aut endition eicilluptate volorm
quamenet dita quos simpor a doluptur santis
acepe qui dollautate omnisci tatiis ma sige
alitiurt susda invendi psandelest, corisci modit
ibusam fugitia quas eumquam co. Ritap net
quidit etur, tore autatio nsequi acep eliqui aut
Tem reptasp idendis num volorros es quet veriat laboremes ist. Ut quiast delisca vend, aut explige Hendis eum sum volorum eos mosa quidis est.
aliqui asperfero coribusciiste quuntin cienihit
labor aperor aut omniet, numquiae pellectota
doluptas conem consect orestiorem debit
volut enectior em experfernam, cone eumtes,
tem que corempe rsperec temped molleni
andel in nonest, inusdae porror ma nimi, deg
nonseque reium, con reperfe rcilia as rerink
utut volor si ipsandi psanis eicaerroste elendel
itaspicabo. Ut re consed mosanist offictore
cumet as quisciis atium, corerer lanto commo
lori sequo dis ilitatur. Emque sapelitat debit.
Hillatem et et odignatur aut volorae sequite
busam asperatur repta consequi poset lab
illabor iatempedit, ius cullanisquers volorem
quamenet dita quos simpor a doluptur santi
aliate endaeca ecescium es eatur.
Am, nos utatur suse sin et accus et dolorem illoreiur, et facea cons ed mo volore sum rept atent verum faciatist ventur. Accupta turiaer nobisqui aliquat edit.
6 Running headline
Ist eium int modis a sit aliquiatius. olupt asers quod quiaers pitatum eris acerios eturibus, anim quis voloribus, veles moles natiunt, tetur andis aritibusters eatem doloritatur. Equas offici testio volor si berum qued sum quation everisciis experro consed quiaspe rionecae. Uter maio. Num istrumas quia nonsequ unter, natis molupta alibusa ndelit, volore rest.
Am, nos utatur suse in et accus et dolorem iur, et facea consed movolore sum rept atent vers um faciatist.
Brightside
1.Am, nos utatur suse sin et accus et dolorem illoreiur, et facea cons ed mo volore sum rept atent verum faciatist ventur.
Running headline 7
Equassit offici testio volor si berumed sum quation everisciis experro conse quiaspe rionecae. Ut maio. Num rumas quia nonsequunt, natis molupta busa ndelit, volore rest, sequistium, utatem res sant ventem incia quid utem us endition eicilluptate volorrum quamen et dita quos simpor a doluptur santis acepe qui dollautate omnisci tatiis mai si alitiurt susda invendi psandelest, corisci modit ibusam fugitia quasuam co. Rita pa net quidit etur, tore auta nsequi acep eliqui aut aliqui asperfero coribusciiste quuntin cienihit labor
aperor aut omniet, numquiae pellecta doluptas conem consect orestiorem debit volut enectior em experfernam, cone eum, tem que corempe rspere temped molleniandel in nonest, sdae porror ma nimi, saedeg nonseque reium, con reperfe rcilia as rerin utut volor si ipsandi psanis eicaerroste lendel itaspicabo. Ut re consed sanist officto cumet as quisciis atium, cor lanto commolori sequo dis ilitaturers. Emque sapelitat debit volut. Resant ventem incia quid utem us enditioern eicilluptate.
4 Running headline
Nevermiss a turn
Ist eium int modis a sit aliquiatius. olupt asers quod quiaers pitatum eris acerios eturibus, anim quis voloribus, veles moles natiunt, tetur andis aritibusters eatem doloritatur.
Equassit offici testio volor si berum qued
sum quation everisciis experro consed
quiaspe rionecae. Ut maio. Num istrumas
quia nonsequunt, natis molupta alibusa
ndelit, volore rest, sequistium, utatempo
res sant ventem incia quid utem aut us
endition eicilluptate volorrum quamenet
dita quos simpor a doluptur santi acepe
qui dollautate omnisci tatiis ma si alitiurt
Susda invendi psandelest, corisci modit
net quidit etur, tore autatio nsequi acepfe
eliqui aut aliqui asperfero coribusciister
quuntin cienihit labor aperor aut omniet,
numquiae pellectota doluptas coneme
consect orestiorem debit volut enectiorn
Running headline 5
em experfernam, cone eum, tem quede
corempe rsperec temped molleniandel in
nonest, inusdae porror ma nimi, saedeg
nonseque reium, con reperfe rcilia as rerin
utut volor si ipsandi psanis eicaerroste
elendel itaspicabo. Ut re consed mosanist
officto cumet as quisciis atium, corerer
lanto commolori sequo dis ilitatur. Emque
sapelitat debit volut.
Hillatem et et odignatur aut volorae sequi
busam asperatur repta consequi ut pose
et lab illabor iatempedit, ius cullanisquers
volore aliate endaeca ecescium es eatur.
Libusam fugitia quas eumquam co. Ritapa
net quidit etur, tore autatio nsequi acep
eliqui aut aliqui asperfero coribusciiste
quuntin cienihit labor aperor aut omniet,
corempe rsperec temped molleniandel
numquiae pellectota doluptas conemerst
consect orestiorem debit volut enectior.
Am, nos utatur suse sin ets accuset dolorem illoreiur, et facea cons edmor volore sum rept atent verum faciat ventur. Accupta turiaer nobisqui alig.
Susda invendi psandelest, corisci modit
net quidit etur, tore autatio nsequi acepfe
eliqui aut aliqui asperfero coribusciister
quuntin cienihit labor aperor aut omniet,
numquiae pellectota doluptas coneme
consect orestiorem debit volut enectiorn
em experfernam, cone eum, tem quede
corempe rsperec temped molleniandel in
nonest, inusdae porror ma nimi, saedeg
nonseque reium, con reperfe rcilia as rerin
utut volor si ipsandi psanis eicaerroste
elendel itaspicabo. Ut re consed mosanist
officto cumet as quisciis atium, corerer
lanto commolori sequo dis ilitatur. Emque
sapelitat debit volut.
Volkswagen brand design 15 | 23Print media20190529_BasicPackage_EN_v004Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Images can be used in a range of different ways. They may be cropped, positioned within the type area, abutting or overlapping.
Cut-out product images are also possible.
When selecting images, keep our image style in mind.→ Basic elements | Imagery
Please see the guidelines on infor- mation graphics when incorporating them on inside pages.→ Design principles | Information graphics and tables
Basic packageInside pages | Images
Examples: A4 portrait format, A5 portrait format, A4 landscape format and long portrait format
Future proven
Developing the future
Design in every detail
Future magazine
Life in the fast lane
Everyone is invited
volkswagen.de
volkswagen.de
volkswagen.de
Tem nis sim qui berae sequo eum rem audit
Tem nis sim berae seug
Tem nis sim qui berae sequo eum rem audit
Design in every detail
Volkswagen brand design 10 | 23Print media20190529_BasicPackage_EN_v004Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Only in exceptional cases may other elements be used on cover pages.
Subline/topline
A subline or topline always forms a visual unit with a headline.→ Basic elements | Typography | Application | Headline, topline, subline
Eye-catchers
Eye-catchers are used to draw attention to special information.→ Design principles | Eye-catchers
URLs and social media links
The URL is placed outside the moving frame in the publication’s body text font size.
Social media links are also placed outside the moving frame. They are displayed as icons in approximately twice the body text font size.
Basic packageCover pages | Other elements
Examples: A4 portrait format, A4 landscape format, long landscape format, A5 landscape format and A6 portrait format
Future proven
Developing the future
Design in every detail
Future magazine
Life in the fast lane
Everyone is invited
volkswagen.de
volkswagen.de
volkswagen.de
Tem nis sim qui berae sequo eum rem audit
Tem nis sim berae seug
Tem nis sim qui berae sequo eum rem audit
Design in every detail
Volkswagen brand design 10 | 23Print media20190529_BasicPackage_EN_v004Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Only in exceptional cases may other elements be used on cover pages.
Subline/topline
A subline or topline always forms a visual unit with a headline.→ Basic elements | Typography | Application | Headline, topline, subline
Eye-catchers
Eye-catchers are used to draw attention to special information.→ Design principles | Eye-catchers
URLs and social media links
The URL is placed outside the moving frame in the publication’s body text font size.
Social media links are also placed outside the moving frame. They are displayed as icons in approximately twice the body text font size.
Basic packageCover pages | Other elements
Examples: A4 portrait format, A4 landscape format, long landscape format, A5 landscape format and A6 portrait format
See merolling
01
01 Dolup conem consect Korestioremrt debit volut tior exper fernam cone eum
02 Stem quet corempe ere tempede molleniandel nonest udae porror mami
03 Kaedeque reiumRepere rcilia aste rerinst utvolor ipsandim psanister eicaerroste
02
03
Ur aspitiate eatem volupturen ailud quitu quamet fugitaturest.Dolup conem consect.
Dolup conem consect orestioremrt debit volut tior exper fernam, cone eum, tem quet corempe ere tempede molleniandel nonest, udae porror mami, saedeque reium, repere rcilia aste rerinst utvolor ipsandim psanister eicaerroste elend spicabo. Equassit offici testio volor rum queder sum quat ion everisciis experro consed quiasp necae. Numas quiat nonsequunt, natis uptausa ndelit, volore rest, sequistium, utatempo reste sant ventem incia quid. Dolup conem consectes orestioremrt debit volut tior exper fernam, con eum, tem quet corempe ere tempede mollenian.
2 Running headline
Light now
Am, nos utatur suse sin et accus dolorem illoreiur, et facea cons mo volore sum rept atent verums faciatist ventur. Accupta turiaer nobisqui aliquat edit. Running headline 3
Ist eium int modis a sit aliquiatius. olupt asers quod quiaers pitatum eris acerios eturibus, anim quis voloribus, veles moles natiunt, tetur andis aritibusters eatem doloritatur.
Equassit offici testio volor si berum qued sum
quation everisciis experro consed quiaspe
rionecae. Ut maio. Num istrumas quia nonst,
natis molupta alibusa ndelit, volore reset,
sequistium, utatempo res sant ventem incia
quid utem aut endition eicilluptate volorm
quamenet dita quos simpor a doluptur santis
acepe qui dollautate omnisci tatiis ma sige
alitiurt susda invendi psandelest, corisci modit
ibusam fugitia quas eumquam co. Ritap net
quidit etur, tore autatio nsequi acep eliqui aut
Tem reptasp idendis num volorros es quet veriat laboremes ist. Ut quiast delisca vend, aut explige Hendis eum sum volorum eos mosa quidis est.
aliqui asperfero coribusciiste quuntin cienihit
labor aperor aut omniet, numquiae pellectota
doluptas conem consect orestiorem debit
volut enectior em experfernam, cone eumtes,
tem que corempe rsperec temped molleni
andel in nonest, inusdae porror ma nimi, deg
nonseque reium, con reperfe rcilia as rerink
utut volor si ipsandi psanis eicaerroste elendel
itaspicabo. Ut re consed mosanist offictore
cumet as quisciis atium, corerer lanto commo
lori sequo dis ilitatur. Emque sapelitat debit.
Hillatem et et odignatur aut volorae sequite
busam asperatur repta consequi poset lab
illabor iatempedit, ius cullanisquers volorem
quamenet dita quos simpor a doluptur santi
aliate endaeca ecescium es eatur.
Am, nos utatur suse sin et accus et dolorem illoreiur, et facea cons ed mo volore sum rept atent verum faciatist ventur. Accupta turiaer nobisqui aliquat edit.
6 Running headline
Ist eium int modis a sit aliquiatius. olupt asers quod quiaers pitatum eris acerios eturibus, anim quis voloribus, veles moles natiunt, tetur andis aritibusters eatem doloritatur. Equas offici testio volor si berum qued sum quation everisciis experro consed quiaspe rionecae. Uter maio. Num istrumas quia nonsequ unter, natis molupta alibusa ndelit, volore rest.
Am, nos utatur suse in et accus et dolorem iur, et facea consed movolore sum rept atent vers um faciatist.
Brightside
1.Am, nos utatur suse sin et accus et dolorem illoreiur, et facea cons ed mo volore sum rept atent verum faciatist ventur.
Running headline 7
Equassit offici testio volor si berumed sum quation everisciis experro conse quiaspe rionecae. Ut maio. Num rumas quia nonsequunt, natis molupta busa ndelit, volore rest, sequistium, utatem res sant ventem incia quid utem us endition eicilluptate volorrum quamen et dita quos simpor a doluptur santis acepe qui dollautate omnisci tatiis mai si alitiurt susda invendi psandelest, corisci modit ibusam fugitia quasuam co. Rita pa net quidit etur, tore auta nsequi acep eliqui aut aliqui asperfero coribusciiste quuntin cienihit labor
aperor aut omniet, numquiae pellecta doluptas conem consect orestiorem debit volut enectior em experfernam, cone eum, tem que corempe rspere temped molleniandel in nonest, sdae porror ma nimi, saedeg nonseque reium, con reperfe rcilia as rerin utut volor si ipsandi psanis eicaerroste lendel itaspicabo. Ut re consed sanist officto cumet as quisciis atium, cor lanto commolori sequo dis ilitaturers. Emque sapelitat debit volut. Resant ventem incia quid utem us enditioern eicilluptate.
4 Running headline
Nevermiss a turn
Ist eium int modis a sit aliquiatius. olupt asers quod quiaers pitatum eris acerios eturibus, anim quis voloribus, veles moles natiunt, tetur andis aritibusters eatem doloritatur.
Equassit offici testio volor si berum qued
sum quation everisciis experro consed
quiaspe rionecae. Ut maio. Num istrumas
quia nonsequunt, natis molupta alibusa
ndelit, volore rest, sequistium, utatempo
res sant ventem incia quid utem aut us
endition eicilluptate volorrum quamenet
dita quos simpor a doluptur santi acepe
qui dollautate omnisci tatiis ma si alitiurt
Susda invendi psandelest, corisci modit
net quidit etur, tore autatio nsequi acepfe
eliqui aut aliqui asperfero coribusciister
quuntin cienihit labor aperor aut omniet,
numquiae pellectota doluptas coneme
consect orestiorem debit volut enectiorn
Running headline 5
em experfernam, cone eum, tem quede
corempe rsperec temped molleniandel in
nonest, inusdae porror ma nimi, saedeg
nonseque reium, con reperfe rcilia as rerin
utut volor si ipsandi psanis eicaerroste
elendel itaspicabo. Ut re consed mosanist
officto cumet as quisciis atium, corerer
lanto commolori sequo dis ilitatur. Emque
sapelitat debit volut.
Hillatem et et odignatur aut volorae sequi
busam asperatur repta consequi ut pose
et lab illabor iatempedit, ius cullanisquers
volore aliate endaeca ecescium es eatur.
Libusam fugitia quas eumquam co. Ritapa
net quidit etur, tore autatio nsequi acep
eliqui aut aliqui asperfero coribusciiste
quuntin cienihit labor aperor aut omniet,
corempe rsperec temped molleniandel
numquiae pellectota doluptas conemerst
consect orestiorem debit volut enectior.
Am, nos utatur suse sin ets accuset dolorem illoreiur, et facea cons edmor volore sum rept atent verum faciat ventur. Accupta turiaer nobisqui alig.
Susda invendi psandelest, corisci modit
net quidit etur, tore autatio nsequi acepfe
eliqui aut aliqui asperfero coribusciister
quuntin cienihit labor aperor aut omniet,
numquiae pellectota doluptas coneme
consect orestiorem debit volut enectiorn
em experfernam, cone eum, tem quede
corempe rsperec temped molleniandel in
nonest, inusdae porror ma nimi, saedeg
nonseque reium, con reperfe rcilia as rerin
utut volor si ipsandi psanis eicaerroste
elendel itaspicabo. Ut re consed mosanist
officto cumet as quisciis atium, corerer
lanto commolori sequo dis ilitatur. Emque
sapelitat debit volut.
Volkswagen brand design 15 | 23Print media20190529_BasicPackage_EN_v004Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Images can be used in a range of different ways. They may be cropped, positioned within the type area, abutting or overlapping.
Cut-out product images are also possible.
When selecting images, keep our image style in mind.→ Basic elements | Imagery
Please see the guidelines on infor- mation graphics when incorporating them on inside pages.→ Design principles | Information graphics and tables
Basic packageInside pages | Images
Examples: A4 portrait format, A5 portrait format, A4 landscape format and long portrait format
Volkswagen Brand Design 8 | 9Digital Media20190524_OnlineAdvertising_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Online AdvertisingSample layouts
The layouts opposite show examples of banners with and without Moving Frame or button.
Volkswagen Brand Design 18 | 20Advertising Materials20190524_AdvertisementMaterials_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
ExamplesMerchandising
Merchandising items are promotion-al in nature and are characterised by the quality you would expect from Volkswagen.
The colour scheme of the items is always based on the primary colours.
Please use the logo in a striking manner.
94 | 98Volkswagen brand designConsolidated user guidance
Further guidance available upon request for: Online advertising, Advertisements and out-of-home media, Print media and Sales literature
Application Other applications | Advertising
Volkswagen Brand Design 4 | 6Dealer’s premises20190524_Name_Plates_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
NameplatesDescription
With our nameplates, you’ll be going into every meeting with a customer ideally prepared. Your engraved name and the brand logo are clearly legible on high-quality, brushed aluminium. Small details like these make you stand out as a brand ambassador.
If you wish, you can also have the name of your department engraved. Simply use the two-line alternative to do so. Depending on the length of the text, you will receive your name-plate in a length of 75 or 90 mm.
The temporary nameplates offer you additional flexibility as the lettering can be changed. Here the name and optionally the department name are printed on white paper and inserted into the clear plastic frame on the plate.
Your personal Volkswagen nameplate can be securely fastened to any piece of clothing in just a few simple steps, either with a safety pin or via a special magnetic fixture which is gentle even on sensitive fabrics.→ Order nameplates
Engraved nameplate, two lines Temporary nameplate, one line
Volkswagen Brand Design 9 | 16Office Equipment | Work templates20190523_OfficeEquipment_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Formularfeld zum Anklicken
TemplatesInternal memos
These Word templates for internal corporate communications combine two applications in a single document: “Internal memos“ and “Notes“. If you double-click on the form field, a dropdown menu will appear, and here you can select the appropriate option (using the “Move” arrows).
Partnerfirmazweizeilig
Karl MustermannFunktionFunktion
T +49 5361 9 73467 [email protected] BeispielnameMusterstraße 100 10000 MusterstadtMusterland
Volkswagen brand design 48 | 55Business stationery20190524_Stationary_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Positioning of the QR code
The QR code (quick response) is used to store data such as texts, images or URLs and depict the in-formation using a rasterised grid. Digital readers like smartphones, scanners or cameras register the matrix and corresponding software is used to interpret the stored con-tents. Texts and images can be shown immediately on a display and/or stored URLs can open the respective websites directly.
The more complex and larger the encrypted contents, the more com-plex and detailed the QR code matrix displayed. The maximum information content of a QR code is 23,624 bits, which means, for example, that 7,089 decimal digits or 4.296 alpha-numeric characters can be coded.
The legibility of a QR code depends on the contrast, display size and properties of the reader. A classic display of the matrix in black is recommended for integrating QR codes in business cards.
Business cardDesign | QR code
Volkswagen Brand Design 6 | 16Office Equipment | Work templates20190523_OfficeEquipment_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre Seite 1
Das ist der Titel
Das ist normaler Fließtext.
Das ist eine Hervorhebung fett.
– Das ist eine Aufzählung
– Das ist eine Aufzählung
Das ist eine Hervorhebung kursiv.
Das ist eine Bildunterschrift
Tabellenbeispiel
Tabellenkopf Tabellenkopf
Kategorie – Das ist eine Aufzählung
– Dass ist eine Aufzählung
– Das ist eine Aufzählung
Kategorie – Das ist eine Aufzählung. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed
diam nonummy nibh euismod aliquam erat volutpat.
– Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor sit
amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet
dolore magna aliquam erat volutpat. Duis autem vel eum iriure dolor in hendrerit in
vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero
eros et accpraesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
Kategorie – Das ist eine Aufzählung
– Das ist eine Aufzählung
Kategorie Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat volutpat. Duis autem vel eum iriure dolor in
hendrerit in vulputate velit esse molestie consequatillum.
Form AV 87 - E - 5 04 Volkswagen AG. Alle Rechte vorbehalten. (PC)
Von
Org. Einh./Brieffach
Telefon
Telefax
Datum
Seitenanzahl
Interne Mitteilung
Betreff
Text Hinweis: Wird eine weitere Seite benötigt, die Tabelle bitte mit der KSU-Klassifikation kopieren, mit dem Cursor auf der 1. Seite auf den Fußzeilenbereich klicken und die Tabelle wieder einfügen.
An Karl Mustermann VW 700 123 45 123 45
karl.mustermann@ volkswagen.de
29. April 2019 1
TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre
© Volkswagen Aktiengesellschaft
TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre
Das ist der Titel Das ist der Untertitel
Das ist der Titel I Inhalt
© Volkswagen Aktiengesellschaft
TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre 1
Inhalt
Inhalt ........................................................................................................................................................................................ 1
Kapitel 1 (Überschrift 1) ........................................................................................................................................................... 1
Unterkapitel 1.1 (Überschrift 2) ....................................................................................................................................................... 1
Unterkapitel 1.1.1 (Überschrift 3) .................................................................................................................................................... 1
Unterkapitel 1.2 (Überschrift 2) ....................................................................................................................................................... 1
Kapitel 2 (Überschrift 1) ........................................................................................................................................................... 1
Unterkapitel 2.1 (Überschrift 2) ....................................................................................................................................................... 1
Unterkapitel 2.1.1 (Überschrift 3) .................................................................................................................................................... 1
Unterkapitel 2.1.1.1 (Überschrift 4) ................................................................................................................................................. 1
Kapitel 3 (Überschrift 1) ........................................................................................................................................................... 1
Unterkapitel 3.1 (Überschrift 2) ....................................................................................................................................................... 1
Unterkapitel 3.1.1 (Überschrift 3) .................................................................................................................................................... 1
Unterkapitel 3.1.1.1 (Überschrift 4) ................................................................................................................................................. 1
Anlage XY zur ORL/OA XY | KSU 2.1 – 7 Jahre
Anlage XY zur ORL/OA XY
Titel der Anlage
Gültig ab: TT.MM.JJJJ [bei Neuerstellung oder inhaltlicher Änderung]
Letzte Änderung: TT.MM.JJJJ [nur bei redaktioneller Änderung]
Ersetzt OA vom: TT.MM.JJJJ [bei inhaltlicher Änderung]
Prozessverantwortliche Stelle: XYZ – OE Kürzel
Name: Name
Telefon: +49 561 9-12345
Herausgeber: Organisationsentwicklung Vertrieb, IT, Grundsätze – K-SO-3
Name: Name
Telefon: +49 561 9-12345
A = Auftrag; B = Beschluss; E = Empfehlung; F = Feststellung; I = Information; W = Wiederholung 1 von 1 Form-Nr. Orga 6 Volkswagen AG. Alle Rechte vorbehalten. (PC 01/2016) TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre
Protokoll Teilnehmer, Abteilung Verfasser Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung
Name Datum TT.MM.JJJJ Ort Ort
Thema Ergebnisse/Maßnahme/Kommentar Art Verantwortlich Termin Nr. Thema Ergebnisse/Maßnahme/Kommentar Art Name Datum
TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre
Text
TemplatesOverview
Digital templates are available for the following applications:– One-page publications– Multi-page publications– Minutes– Internal memos / Notes– Organisational guidelines– Spreadsheets– Binder spines
Logo
The logo has already been placed in all templates.
Fonts
The pre-formatted text in all templates is designed in the brand fonts VW Head Office and VW Text Office and can be simply overwritten with your own content.
Printing
The documents are printed on your standard printer. The design is exclusively black-and-white.
One-page publications Internal memos
Organisational guidelines
Multi-page publications
SpreadsheetsLogs
Binder spines
Volkswagen brand design 33 | 55Business stationery20190524_Stationary_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Dealership formsOverview
All dealership forms consist of fixed and variable information. The per-manent text on the preprinted form, which indicates the writing areas, is fixed. The variable information is the information that is added when completing the form by hand or overprinting it automatically. The designer must be familiar with the precise technical requirements, however, when composing the fixed information on the form. A variety of IT systems, which operate differently depending on the manufacturer and hardware, can be used to complete the form automatically.
When designing forms for dot-matrix printers, it should be remembered that many still use the inch system.
In addition, a minimum size of 60 x 37 mm must be maintained for the dealership stamp when creating stamp fields.
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Erat Ut Ad Et
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Sit amet Sit amet Vel eum
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Lorem dor sit amet, consectetuer elitsed Lorem dor sit amet, consectetuer adipiscing
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Volkswagen Brand Design 6 | 16Office Equipment | Work templates20190523_OfficeEquipment_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre Seite 1
Das ist der Titel
Das ist normaler Fließtext.
Das ist eine Hervorhebung fett.
– Das ist eine Aufzählung
– Das ist eine Aufzählung
Das ist eine Hervorhebung kursiv.
Das ist eine Bildunterschrift
Tabellenbeispiel
Tabellenkopf Tabellenkopf
Kategorie – Das ist eine Aufzählung
– Dass ist eine Aufzählung
– Das ist eine Aufzählung
Kategorie – Das ist eine Aufzählung. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed
diam nonummy nibh euismod aliquam erat volutpat.
– Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor sit
amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet
dolore magna aliquam erat volutpat. Duis autem vel eum iriure dolor in hendrerit in
vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero
eros et accpraesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
Kategorie – Das ist eine Aufzählung
– Das ist eine Aufzählung
Kategorie Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat volutpat. Duis autem vel eum iriure dolor in
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Form AV 87 - E - 5 04 Volkswagen AG. Alle Rechte vorbehalten. (PC)
Von
Org. Einh./Brieffach
Telefon
Telefax
Datum
Seitenanzahl
Interne Mitteilung
Betreff
Text Hinweis: Wird eine weitere Seite benötigt, die Tabelle bitte mit der KSU-Klassifikation kopieren, mit dem Cursor auf der 1. Seite auf den Fußzeilenbereich klicken und die Tabelle wieder einfügen.
An Karl Mustermann VW 700 123 45 123 45
karl.mustermann@ volkswagen.de
29. April 2019 1
TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre
© Volkswagen Aktiengesellschaft
TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre
Das ist der Titel Das ist der Untertitel
Das ist der Titel I Inhalt
© Volkswagen Aktiengesellschaft
TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre 1
Inhalt
Inhalt ........................................................................................................................................................................................ 1
Kapitel 1 (Überschrift 1) ........................................................................................................................................................... 1
Unterkapitel 1.1 (Überschrift 2) ....................................................................................................................................................... 1
Unterkapitel 1.1.1 (Überschrift 3) .................................................................................................................................................... 1
Unterkapitel 1.2 (Überschrift 2) ....................................................................................................................................................... 1
Kapitel 2 (Überschrift 1) ........................................................................................................................................................... 1
Unterkapitel 2.1 (Überschrift 2) ....................................................................................................................................................... 1
Unterkapitel 2.1.1 (Überschrift 3) .................................................................................................................................................... 1
Unterkapitel 2.1.1.1 (Überschrift 4) ................................................................................................................................................. 1
Kapitel 3 (Überschrift 1) ........................................................................................................................................................... 1
Unterkapitel 3.1 (Überschrift 2) ....................................................................................................................................................... 1
Unterkapitel 3.1.1 (Überschrift 3) .................................................................................................................................................... 1
Unterkapitel 3.1.1.1 (Überschrift 4) ................................................................................................................................................. 1
Anlage XY zur ORL/OA XY | KSU 2.1 – 7 Jahre
Anlage XY zur ORL/OA XY
Titel der Anlage
Gültig ab: TT.MM.JJJJ [bei Neuerstellung oder inhaltlicher Änderung]
Letzte Änderung: TT.MM.JJJJ [nur bei redaktioneller Änderung]
Ersetzt OA vom: TT.MM.JJJJ [bei inhaltlicher Änderung]
Prozessverantwortliche Stelle: XYZ – OE Kürzel
Name: Name
Telefon: +49 561 9-12345
Herausgeber: Organisationsentwicklung Vertrieb, IT, Grundsätze – K-SO-3
Name: Name
Telefon: +49 561 9-12345
A = Auftrag; B = Beschluss; E = Empfehlung; F = Feststellung; I = Information; W = Wiederholung 1 von 1 Form-Nr. Orga 6 Volkswagen AG. Alle Rechte vorbehalten. (PC 01/2016) TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre
Protokoll Teilnehmer, Abteilung Verfasser Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung
Name Datum TT.MM.JJJJ Ort Ort
Thema Ergebnisse/Maßnahme/Kommentar Art Verantwortlich Termin Nr. Thema Ergebnisse/Maßnahme/Kommentar Art Name Datum
TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre
Text
TemplatesOverview
Digital templates are available for the following applications:– One-page publications– Multi-page publications– Minutes– Internal memos / Notes– Organisational guidelines– Spreadsheets– Binder spines
Logo
The logo has already been placed in all templates.
Fonts
The pre-formatted text in all templates is designed in the brand fonts VW Head Office and VW Text Office and can be simply overwritten with your own content.
Printing
The documents are printed on your standard printer. The design is exclusively black-and-white.
One-page publications Internal memos
Organisational guidelines
Multi-page publications
SpreadsheetsLogs
Binder spines
Ihre Geschäftspapiere
Sehr geehrter Herr Mustermann,
Geschäftsdrucksachen haben auch in der Zeit neuer Kommunikationsplattformen einenhohen Stellenwert. In Anlehnung an die Corporate Identity von Firmen gelten sie auch inder Korrespondenz von Privatpersonen als das Corporate-Design-Produkt des Absendersschlechthin und geben seine Identität wieder. Nach der Gestaltungsvorgabe zum Beispieldurch den Gestalter gilt es in erster Linie festzulegen, welche Geschäftsdrucksachenbenötigt werden.
Mit Geschäfts- bzw. Visitenkarten, Grußkarten und eventuell Selbstklebe-Etiketten istder Auftrag meist schon abgeschlossen. Der Briefbogen und andere Formulare wie dasRechnungs- oder das Faxformular werden als Arbeitsmasken oder englisch „Templates“in digitaler Form erstellt und dienen dem Benutzer als Erfassungsformular auf dem Computer. Eingedruckt werden die Inhalte auf vorgedrucktes, lasertaugliches Geschäfts -papier zum Beispiel mit farbigem Logo. Die Umsetzung der Arbeitsmasken führen spezialisierte Firmen nach genauen typografi schen Vorgaben des Gestalters aus, zum Beispiel als Word-Dateien.
Mit freundlichen Grüßen
Hans Mustermann
Musterfi rmaZusatzHerrn Hans MustermannMusterstraße 12312345 MusterortMusterland
db 422. April 2016
VW 700-123 45-123 45
4. April 2016
Partnerfirma
Beispielname · Musterstraße 100 · 10000 Musterstadt · Musterland
Ihre Zeichen
Ihre Nachricht
Unsere Zeichen
Durchwahl
Telefax
Datum
PartnerfirmaMusterstraße 10010000 MusterstadtMusterlandTelefon +49 1234 1234567Telefax +49 1234 1234567E-Mail [email protected]
Geschäftsführer:Karl Mustermann
Amtsgericht MusterstadtHRB 1000
MusterbankBLZ 100 100 00Konto 100 10 10IBAN DE12 1234 5678 1234 5678 90BIC ABCDABA1012
Zusatzleistungzweizeiligmaximal dreizeilig
ZusatzleistungSpezifikationmaximal dreizeilig
Auxiliary Servicesspecificationmaximal triple-spaced
Ihre Geschäftspapiere
Sehr geehrter Herr Mustermann,
Geschäftsdrucksachen haben auch in der Zeit neuer Kommunikationsplattformen einenhohen Stellenwert. In Anlehnung an die Corporate Identity von Firmen gelten sie auch inder Korrespondenz von Privatpersonen als das Corporate-Design-Produkt des Absendersschlechthin und geben seine Identität wieder. Nach der Gestaltungsvorgabe zum Beispieldurch den Gestalter gilt es in erster Linie festzulegen, welche Geschäftsdrucksachenbenötigt werden.
Mit Geschäfts- bzw. Visitenkarten, Grußkarten und eventuell Selbstklebe-Etiketten istder Auftrag meist schon abgeschlossen. Der Briefbogen und andere Formulare wie dasRechnungs- oder das Faxformular werden als Arbeitsmasken oder englisch „Templates“in digitaler Form erstellt und dienen dem Benutzer als Erfassungsformular auf dem Computer. Eingedruckt werden die Inhalte auf vorgedrucktes, lasertaugliches Geschäfts -papier zum Beispiel mit farbigem Logo. Die Umsetzung der Arbeitsmasken führen spezialisierte Firmen nach genauen typografi schen Vorgaben des Gestalters aus, zum Beispiel als Word-Dateien.
Mit freundlichen Grüßen
Hans Mustermann
Musterfi rmaZusatzHerrn Hans MustermannMusterstraße 12312345 MusterortMusterland
db 422. April 2016
VW 700-123 45-123 45
4. April 2016
Partnerfirma
Beispielname · Musterstraße 100 · 10000 Musterstadt · Musterland
Ihre Zeichen
Ihre Nachricht
Unsere Zeichen
Durchwahl
Telefax
Datum
PartnerfirmaMusterstraße 10010000 MusterstadtMusterlandTelefon +49 1234 1234567Telefax +49 1234 1234567E-Mail [email protected]
Geschäftsführer:Karl Mustermann
Amtsgericht MusterstadtHRB 1000
MusterbankBLZ 100 100 00Konto 100 10 10IBAN DE12 1234 5678 1234 5678 90BIC ABCDABA1012
Zusatzleistungzweizeiligmaximal dreizeilig
ZusatzleistungSpezifikationmaximal dreizeilig
Auxiliary Servicesspecificationmaximal triple-spaced
Ihre Geschäftspapiere
Sehr geehrter Herr Mustermann,
Geschäftsdrucksachen haben auch in der Zeit neuer Kommunikationsplattformen einenhohen Stellenwert. In Anlehnung an die Corporate Identity von Firmen gelten sie auch inder Korrespondenz von Privatpersonen als das Corporate-Design-Produkt des Absendersschlechthin und geben seine Identität wieder. Nach der Gestaltungsvorgabe zum Beispieldurch den Gestalter gilt es in erster Linie festzulegen, welche Geschäftsdrucksachenbenötigt werden.
Mit Geschäfts- bzw. Visitenkarten, Grußkarten und eventuell Selbstklebe-Etiketten istder Auftrag meist schon abgeschlossen. Der Briefbogen und andere Formulare wie dasRechnungs- oder das Faxformular werden als Arbeitsmasken oder englisch „Templates“in digitaler Form erstellt und dienen dem Benutzer als Erfassungsformular auf dem Computer. Eingedruckt werden die Inhalte auf vorgedrucktes, lasertaugliches Geschäfts -papier zum Beispiel mit farbigem Logo. Die Umsetzung der Arbeitsmasken führen spezialisierte Firmen nach genauen typografi schen Vorgaben des Gestalters aus, zum Beispiel als Word-Dateien.
Mit freundlichen Grüßen
Hans Mustermann
Musterfi rmaZusatzHerrn Hans MustermannMusterstraße 12312345 MusterortMusterland
db 422. April 2016
VW 700-123 45-123 45
4. April 2016
Partnerfirma
Beispielname · Musterstraße 100 · 10000 Musterstadt · Musterland
Ihre Zeichen
Ihre Nachricht
Unsere Zeichen
Durchwahl
Telefax
Datum
PartnerfirmaMusterstraße 10010000 MusterstadtMusterlandTelefon +49 1234 1234567Telefax +49 1234 1234567E-Mail [email protected]
Geschäftsführer:Karl Mustermann
Amtsgericht MusterstadtHRB 1000
MusterbankBLZ 100 100 00Konto 100 10 10IBAN DE12 1234 5678 1234 5678 90BIC ABCDABA1012
Zusatzleistungzweizeiligmaximal dreizeilig
ZusatzleistungSpezifikationmaximal dreizeilig
Auxiliary Servicesspecificationmaximal triple-spaced
Volkswagen brand design 13 | 55Business stationery20190524_Stationary_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
It is possible to use facsimile signa-tures. They are positioned left-justi-fied with respect to the text of the letter.
Make sure that the line spacing is set to “single” at the position where the facsimile signature is inserted. Other-wise, the signature will not be shown in full. The settings for the line spacing can be found in Word under “Format” > “Paragraph...”.
Letterhead paperOverprint (Word) | Facsimile signature
2
Volkswagen brand design 9 | 10Office20190523_Email-signature_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Email signatureDigital templates
Digitale Vorlagen
Simply overwrite the desired version of the signature in the corresponding Word file with your own information and delete any unneeded lines.
Word template for employees
VW_E-Mail_Signature_Brand_de_en.zip
Word template for partnersVW_E-Mail_Signature_Part_de.zip
1
2
1
Word template for employees
Word template for partners
Legal notice
Text for the legal notice is generated automatically for Volkswagen employees. For email signatures outside the Volkswagen support system, please use the information from the official legal notice page: https://www.volkswagenag.com/en/meta/provider-identification.html
Date
Company no.
Phone
Fax
Internet
Partner company
Prospect_Company1Prospect_Company2Prospect_Company3Prospect_Company4ZIP code Prospect City
Company name 2 (line 1)Company name 2 (line 2)Company name 2 (line 3)Company name 2 (line 4)
Registered officeDistrict court sample cityRegister number
General partner:Company name 1Company name 2Registered officeDistrict court sample cityRegister numberFunction 1:Name 1Function 2:Name 2Function 3:Name 3Function 4:Name 4Function 5:Name 5
Tax numberTax ID
Additional notice 1Additional notice 2
Ludan dudit quateeles doluptatur+00 123 4567
Promotion logo
00 Month 000012345
+00 123 4567+00 123 4569
facebook.com/ partnercompany
Lorem ipsum dolores
Dear Sir or Madam,
Vit, volorum dolores minctemquunt millor molore, quo offi ctotatis alique nosa quedersancorum eosapel iciaspideria ea derferia quam harum untis estrum qui ulparunt, temagemfaccaepe et apitatur recum nost, cum faccum hit litenis essusan dicienis a sit mod miliscigllandae veriae pe porit aci solorem ratesti ssitatet, od que aut fuga. Nam reptatibustersedoluptat idenderiasit exceped quias ma niscit molor sitin nonseni hiligniae ellab ium etwagerum volorem olorese quaspe offi ciae. Em eume voluptas as es perum, volores arumumhet quaeptat aborumq uatusae si destrum exces eosam.
In re que nonserferum harcim event offi c te cum hilles de custium accus denit quiae Abos.Met ad quas enis ipiet, ut aspelendicil minvendandam re, temporat. It audanducidit quateeles doluptatur, sus earum haruptat.
Mque nonserferum
Alfons MustermannTitle, function
PS: Text_1 (70 characters)Text_2 (70 characters)Text_3 (70 characters)
Millor molore, quo offi ctotatis alique nosa quedersan
CompanyForename Surname123 Sample Street45678 Sample CityCountry
Partner company · 123 Sample Street · 45678 Sample City · Country
Extended letter
Voucher
Comitting isn’t easy, but you made the right choice when you picked a Volkswagen. To show our appreciation, we would like to offer you a special discount. We hope you enjoy your first adventure behind the wheel, and dream up some bigger ones to take in the future. Wherever the road leads, you can always count on us.
Visit your Volkswagen Service Partner or www.volkswagen.com and quote the code below.
Your personal response code is:
ABC123456789CBA
Dealer stamp
Buckle up and starta new adventure, it’s on us
The first treatof many to come
Letter flyer Postcard
Greatheights
Hello,
We send you this postcard from a special place: the heart of the Volkswagen family. It’s a family you’ll soon be part of once your own Volkswagen arrives, and we’re excited to have you join us. Are you curious to know what we’re up to and what we have planned? Visit magazine.volkswagen.com to flip through our Volkswagen Magazine stories.
Kind regards,
Surely power steering and plenty of horsepower are requirements for journeying up one of the highest, windiest roads in the Alps. Well, not exactly, as a new breed of technology shows how efficiency is driving to new heights.
Volkswagen NameSample Street 100 · 12345 Sample City
CompanyNameSample Street 10012345 Sample CityCountry
Design inevery detail
The new ID. Crozz
Partner company
Date
Company no.
Phone
Fax
Internet
Partner company
Prospect_Company1Prospect_Company2Prospect_Company3Prospect_Company4ZIP code Prospect City
Company name 2 (line 1)Company name 2 (line 2)Company name 2 (line 3)Company name 2 (line 4)
Registered officeDistrict court sample cityRegister number
General partner:Company name 1Company name 2Registered officeDistrict court sample cityRegister numberFunction 1:Name 1Function 2:Name 2Function 3:Name 3Function 4:Name 4Function 5:Name 5
Tax numberTax ID
Additional notice 1Additional notice 2
Ludan dudit quateeles doluptatur+00 123 4567
Promotion logo
00 Month 000012345
+00 123 4567+00 123 4569
facebook.com/ partnercompany
Lorem ipsum dolores
Dear Sir or Madam,
Vit, volorum dolores minctemquunt millor molore, quo offi ctotatis alique nosa quedersancorum eosapel iciaspideria ea derferia quam harum untis estrum qui ulparunt, temagemfaccaepe et apitatur recum nost, cum faccum hit litenis essusan dicienis a sit mod miliscigllandae veriae pe porit aci solorem ratesti ssitatet, od que aut fuga. Nam reptatibustersedoluptat idenderiasit exceped quias ma niscit molor sitin nonseni hiligniae ellab ium etwagerum volorem olorese quaspe offi ciae. Em eume voluptas as es perum, volores arumumhet quaeptat aborumq uatusae si destrum exces eosam.
In re que nonserferum harcim event offi c te cum hilles de custium accus denit quiae Abos.Met ad quas enis ipiet, ut aspelendicil minvendandam re, temporat. It audanducidit quateeles doluptatur, sus earum haruptat.
Mque nonserferum
Alfons MustermannTitle, function
PS: Text_1 (70 characters)Text_2 (70 characters)Text_3 (70 characters)
Millor molore, quo offi ctotatis alique nosa quedersan
CompanyForename Surname123 Sample Street45678 Sample CityCountry
Partner company · 123 Sample Street · 45678 Sample City · Country
Lores ipsum DoloremUlparcie andellesto quiasten debitist ratem aciist erstefaccumquatem iunt reptata.– laces im niae iligend anditas – perion eium nonsedist escia sit– con reperro vitasi test ium que – volupta tiisciliquo temquia nos
Ferum eos et ipit fugiatque vernatur
Your contact:
Volkswagen partnerSample Street 10012345 Sample cityPhone +00 5361 9-12345Fax +00 5361 9-12345Email [email protected]
Dear Sir or Madam,
Vit, volorum dolores minctemquunt millor molore, quo offi ctotatis alique nosa quedersan corum eosapel iciaspideria derferia sit mod miliscig llandae veriae pe porit aci solorem ratesti ssitatet, od que aut fuga. Nam reptatibusterse doluptat idenderiasit as es perum, volores arumumh et quaeptat aborumq uatusae si destrum exces eosam.
Mque nonserferum
Alfons MustermannTitle, function
Your Volkswagen partnerCarl BondbauerSample Street 100, 12345 Sample city, Phone +00 5361 9-12345, volkswagen-partner.xyzKolorem ratesti ssitatet: Sample Street 100, 12345 Sample city, Phone +00 5361 9-12345
To the residents of the houseSample Street 10012345 Sample cityCountry
Lores ipsum Dolorem
Ulparcie andellesto quiasten debitist ratem aciist erste
faccumquatem iunt reptata.– laces im niae iligend anditas
– perion eium nonsedist escia sit– con reperro vitasi test ium que
– volupta tiisciliquo temquia nos
Ferum eos et ipit fugiatque vernatur
Your contact:
Volkswagen partnerSample Street 100
12345 Sample cityPhone +00 5361 9-12345
Fax +00 5361 9-12345Email [email protected]
Dear Sir or Madam,
Vit, volorum dolores minctemquunt millor molore, quo offi ctotatis alique nosa quedersan corum eosapel iciaspideria derferia sit mod miliscig llandae veriae pe porit aci solorem ratesti ssitatet, od que aut fuga. Nam reptatibusterse doluptat idenderiasit
as es perum, volores arumumh et quaeptat aborumq uatusae si destrum exces eosam.
Mque nonserferum
Alfons MustermannTitle, function
Your Volkswagen partnerCarl Bondbauer
Sample Street 100, 12345 Sample city, Phone +00 5361 9-12345, volkswagen-partner.xyzKolorem ratesti ssitatet: Sample Street 100, 12345 Sample city, Phone +00 5361 9-12345
To the residents of the houseSample Street 100
12345 Sample cityCountry
Volkswagen Brand Design 8 | 16Office Equipment | Work templates20190523_OfficeEquipment_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
TemplatesMinutes
These Word templates can be used to minute discussions, appointments and meetings. All the key details such as participants, department, subject, results, etc. have been set up in the document in advance.
Tip
You can go to the grey-shaded text fields by pressing the F11 button or with the cursor and then overwrite them.
You generate lines for new topics by pressing the Tab button in the last column, and fields for additional participants by pressing Ctrl + Tab. Please select redundant participant fields and delete them.
Volkswagen brand design 11 | 33Print media | Dialogue marketing20190523_Dialogue_Marketing_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Letter flyerOverview
The letter flyer has a space for a headline, preprinted postcard elements and brief letter on the front, as well as three offers with pictures on the back.
It is produced in A4 format as a tri-fold (210 x 100/100/97 mm).
Lores ipsum DoloremUlparcie andellesto quiasten debitist ratem aciist erstefaccumquatem iunt reptata.– laces im niae iligend anditas – perion eium nonsedist escia sit– con reperro vitasi test ium que – volupta tiisciliquo temquia nos
Ferum eos et ipit fugiatque vernatur
Your contact:
Volkswagen partnerSample Street 10012345 Sample cityPhone +00 5361 9-12345Fax +00 5361 9-12345Email [email protected]
Dear Sir or Madam,
Vit, volorum dolores minctemquunt millor molore, quo offi ctotatis alique nosa quedersan corum eosapel iciaspideria derferia sit mod miliscig llandae veriae pe porit aci solorem ratesti ssitatet, od que aut fuga. Nam reptatibusterse doluptat idenderiasit as es perum, volores arumumh et quaeptat aborumq uatusae si destrum exces eosam.
Mque nonserferum
Alfons MustermannTitle, function
Your Volkswagen partnerCarl BondbauerSample Street 100, 12345 Sample city, Phone +00 5361 9-12345, volkswagen-partner.xyzKolorem ratesti ssitatet: Sample Street 100, 12345 Sample city, Phone +00 5361 9-12345
To the residents of the houseSample Street 10012345 Sample cityCountry
Golf Comfortline1,6 l TDI 85 kW (115 PS) 5-GangEZ 04/2017, 8.289 km, urspr. UVP des Herstellers 30.875,01 €
Das Finanzierungsbeispiel basiert auf einer jährlichen Fahrleistung von 10.000 km.
Fahrzeugpreis: 22.900,00 €Anzahlung: 6.862,23 €Nettodarlehensbetrag: 16.037,77 €Sollzinssatz (gebunden) p. a.: 0,99 %Effektiver Jahreszins: 0,99 %Laufzeit: 48 MonateSchlussrate: 11.837,48 €Gesamtbetrag: 16.589,48 €
48 mtl. Finanzierungsraten à 99,00 €4
Tiguan Trendline1,4 l TSI ACT 110 kW (150 PS) 6-GangEZ 06/2017, 6.569 km, urspr. UVP des Herstellers 37.514,01 €
Das Finanzierungsbeispiel basiert auf einer jährlichen Fahrleistung von 10.000 km.
Fahrzeugpreis: 29.900,00 €Anzahlung: 9.097,68 €Nettodarlehensbetrag: 20.802,32 €Sollzinssatz (gebunden) p. a.: 1,97 %Effektiver Jahreszins: 1,99 %Laufzeit: 48 MonateSchlussrate: 16.071,00 €Gesamtbetrag: 22.263,00 €
48 mtl. Finanzierungsraten à 129,00 €2
Passat Variant Comfortline 4MOTION2,0 l TDI SCR 140 kW (190 PS) 6-Gang-DSGEZ 01/2017, 16.710 km, urspr. UVP des Herstellers 54.090,01 €
Das Finanzierungsbeispiel basiert auf einer jährlichen Fahrleistung von 10.000 km.
Fahrzeugpreis: 34.900,00 €Anzahlung: 10.368,03 €Nettodarlehensbetrag: 24.531,97 €Sollzinssatz (gebunden) p. a.: 0,99 %Effektiver Jahreszins: 0,99 %Laufzeit: 48 MonateSchlussrate: 18.226,17 €Gesamtbetrag: 25.378,17 €
48 mtl. Finanzierungsraten à 149,00 €41 Die Garantie bis zum 5. Fahrzeugjahr gilt für ausgewählte Jahreswagen als Volkswagen Anschlussgarantie, für bis zu 36 Monate im Anschluss an die 2-jährige Herstellergarantie und – je nach individuellem Fahrzeug – bis zu einer maximalen Gesamt-fahrleistung von 100.000 km (Garantiegeber ist jeweils die Volkswagen AG, Berliner Ring 2, 38440 Wolfsburg). Gültig nur für Jahreswagen aus dem Bestand der Volkswagen AG. Weitere Voraussetzungen bzw. Beschränkungen der Garantie, insbesondere den Beginn der Garantielaufzeit, entnehmen Sie bitte den Garantiebedingungen unter www.volkswagen.de oder erfragen Sie bei uns. 2 Ein Angebot der Volkswagen Bank, GmbH, Gifhorner Str. 57, 38112 Braunschweig, für die wir als ungebundener Ver-mittler gemeinsam mit dem Kunden die für die Finanzierung nötigen Vertragsunterlagen zusammenstellen. Bonität vorausgesetzt. Gültig für Laufzeiten von 12 bis 48 Monaten und bis zum 30.06.2018 für ausgewählte Modelle aus dem Verkaufsbestand der Marke Volkswagen. Es besteht ein gesetzliches Widerrufsrecht für Verbraucher. Dieses und vergleichbare Fahrzeuge sind nur in begrenzter Stückzahl verfügbar. Nähere Informationen unter www.volkswagen.de oder bei uns. 3 Im Aktions zeitraum bis 30.06.2018 erhalten Sie bei Inzahlungnahme (Konzernfahrzeuge Audi, SEAT, ŠKODA, Porsche sind ausgeschlossen) lhres mindestens 4 Monate auf Ihren Namen zugelassenen alten Gebrauchtwagens und gleichzeitigem Kauf eines Jahreswagens eine modellabhängige Prämie von bis zu 3.000 €. Dieses Angebot gilt für ausgewählte Jahreswagen aus dem Bestand der Volkswagen AG und ist mit einer günstigen Finanzierung kombinierbar. Nähere Informationen erhalten Sie bei uns oder unter www.volkswagen.de. 4 Ein Angebot der Volkswagen Bank GmbH, Gifhorner Str. 57, 38112 Braunschweig, für die wir als ungebundener Vermittler gemeinsam mit dem Kunden die für die Finanzierung nötigen Vertragsunterlagen zusammenstellen. Bonität vorausgesetzt. Gültig für Laufzeiten von 12 bis 48 Monaten und bis zum 30.06.2018 für aktionsberechtigte gebrauchte Fahrzeuge der Marke Volkswagen Pkw mit EU5- und EU6-Dieselmotor aus dem Handelslager und dem Verkaufsbestand von Volkswagen sowie für aktionsberechtigte Volkswagen Pkw aus der Vermarktung der Volkswagen Leasing GmbH und Vehicle Trading International GmbH (ausgenommen ist der Phaeton, Mindestalter der Fahr zeuge 6 Monate ab Erstzulassung). Es besteht ein gesetzliches Widerrufsrecht für Verbraucher. Dieses und vergleichbare Fahrzeuge sind nur in begrenzter Stückzahl verfügbar. Nähere Informationen unter www.volkswagen.de oder bei uns. Abbildungen zeigen Sonderausstattungen gegen Mehrpreis.
Lores ipsum DoloremUlparcie andellesto quiasten debitist ratem aciist erstefaccumquatem iunt reptata.– laces im niae iligend anditas – perion eium nonsedist escia sit– con reperro vitasi test ium que – volupta tiisciliquo temquia nos
Ferum eos et ipit fugiatque vernatur
Your contact:
Volkswagen partnerSample Street 10012345 Sample cityPhone +00 5361 9-12345Fax +00 5361 9-12345Email [email protected]
Dear Sir or Madam,
Vit, volorum dolores minctemquunt millor molore, quo offi ctotatis alique nosa quedersan corum eosapel iciaspideria derferia sit mod miliscig llandae veriae pe porit aci solorem ratesti ssitatet, od que aut fuga. Nam reptatibusterse doluptat idenderiasit as es perum, volores arumumh et quaeptat aborumq uatusae si destrum exces eosam.
Mque nonserferum
Alfons MustermannTitle, function
Your Volkswagen partnerCarl BondbauerSample Street 100, 12345 Sample city, Phone +00 5361 9-12345, volkswagen-partner.xyzKolorem ratesti ssitatet: Sample Street 100, 12345 Sample city, Phone +00 5361 9-12345
To the residents of the houseSample Street 10012345 Sample cityCountry
Lores ipsum Dolorem
Ulparcie andellesto quiasten debitist ratem aciist erste
faccumquatem iunt reptata.– laces im niae iligend anditas
– perion eium nonsedist escia sit– con reperro vitasi test ium que
– volupta tiisciliquo temquia nos
Ferum eos et ipit fugiatque vernatur
Your contact:
Volkswagen partnerSample Street 100
12345 Sample cityPhone +00 5361 9-12345
Fax +00 5361 9-12345Email [email protected]
Dear Sir or Madam,
Vit, volorum dolores minctemquunt millor molore, quo offi ctotatis alique nosa quedersan corum eosapel iciaspideria derferia sit mod miliscig llandae veriae pe porit aci solorem ratesti ssitatet, od que aut fuga. Nam reptatibusterse doluptat idenderiasit
as es perum, volores arumumh et quaeptat aborumq uatusae si destrum exces eosam.
Mque nonserferum
Alfons MustermannTitle, function
Your Volkswagen partnerCarl Bondbauer
Sample Street 100, 12345 Sample city, Phone +00 5361 9-12345, volkswagen-partner.xyzKolorem ratesti ssitatet: Sample Street 100, 12345 Sample city, Phone +00 5361 9-12345
To the residents of the houseSample Street 100
12345 Sample cityCountry
Date
Company no.
Phone
Fax
Internet
Partner company
Prospect_Company1Prospect_Company2Prospect_Company3Prospect_Company4ZIP code Prospect City
Company name 2 (line 1)Company name 2 (line 2)Company name 2 (line 3)Company name 2 (line 4)
Registered officeDistrict court sample cityRegister number
General partner:Company name 1Company name 2Registered officeDistrict court sample cityRegister numberFunction 1:Name 1Function 2:Name 2Function 3:Name 3Function 4:Name 4Function 5:Name 5
Tax numberTax ID
Additional notice 1Additional notice 2
Ludan dudit quateeles doluptatur+00 123 4567
Promotion logo
00 Month 000012345
+00 123 4567+00 123 4569
facebook.com/ partnercompany
Lorem ipsum dolores
Dear Sir or Madam,
Vit, volorum dolores minctemquunt millor molore, quo offi ctotatis alique nosa quedersancorum eosapel iciaspideria ea derferia quam harum untis estrum qui ulparunt, temagemfaccaepe et apitatur recum nost, cum faccum hit litenis essusan dicienis a sit mod miliscigllandae veriae pe porit aci solorem ratesti ssitatet, od que aut fuga. Nam reptatibustersedoluptat idenderiasit exceped quias ma niscit molor sitin nonseni hiligniae ellab ium etwagerum volorem olorese quaspe offi ciae. Em eume voluptas as es perum, volores arumumhet quaeptat aborumq uatusae si destrum exces eosam.
In re que nonserferum harcim event offi c te cum hilles de custium accus denit quiae Abos.Met ad quas enis ipiet, ut aspelendicil minvendandam re, temporat. It audanducidit quateeles doluptatur, sus earum haruptat.
Mque nonserferum
Alfons MustermannTitle, function
PS: Text_1 (70 characters)Text_2 (70 characters)Text_3 (70 characters)
Millor molore, quo offi ctotatis alique nosa quedersan
CompanyForename Surname123 Sample Street45678 Sample CityCountry
Partner company · 123 Sample Street · 45678 Sample City · Country
Extended letter
Voucher
Comitting isn’t easy, but you made the right choice when you picked a Volkswagen. To show our appreciation, we would like to offer you a special discount. We hope you enjoy your first adventure behind the wheel, and dream up some bigger ones to take in the future. Wherever the road leads, you can always count on us.
Visit your Volkswagen Service Partner or www.volkswagen.com and quote the code below.
Your personal response code is:
ABC123456789CBA
Dealer stamp
Buckle up and starta new adventure, it’s on us
The first treatof many to come
Letter flyer Postcard
Greatheights
Hello,
We send you this postcard from a special place: the heart of the Volkswagen family. It’s a family you’ll soon be part of once your own Volkswagen arrives, and we’re excited to have you join us. Are you curious to know what we’re up to and what we have planned? Visit magazine.volkswagen.com to flip through our Volkswagen Magazine stories.
Kind regards,
Surely power steering and plenty of horsepower are requirements for journeying up one of the highest, windiest roads in the Alps. Well, not exactly, as a new breed of technology shows how efficiency is driving to new heights.
Volkswagen NameSample Street 100 · 12345 Sample City
CompanyNameSample Street 10012345 Sample CityCountry
Design inevery detail
The new ID. Crozz
Partner company
Date
Company no.
Phone
Fax
Internet
Partner company
Prospect_Company1Prospect_Company2Prospect_Company3Prospect_Company4ZIP code Prospect City
Company name 2 (line 1)Company name 2 (line 2)Company name 2 (line 3)Company name 2 (line 4)
Registered officeDistrict court sample cityRegister number
General partner:Company name 1Company name 2Registered officeDistrict court sample cityRegister numberFunction 1:Name 1Function 2:Name 2Function 3:Name 3Function 4:Name 4Function 5:Name 5
Tax numberTax ID
Additional notice 1Additional notice 2
Ludan dudit quateeles doluptatur+00 123 4567
Promotion logo
00 Month 000012345
+00 123 4567+00 123 4569
facebook.com/ partnercompany
Lorem ipsum dolores
Dear Sir or Madam,
Vit, volorum dolores minctemquunt millor molore, quo offi ctotatis alique nosa quedersancorum eosapel iciaspideria ea derferia quam harum untis estrum qui ulparunt, temagemfaccaepe et apitatur recum nost, cum faccum hit litenis essusan dicienis a sit mod miliscigllandae veriae pe porit aci solorem ratesti ssitatet, od que aut fuga. Nam reptatibustersedoluptat idenderiasit exceped quias ma niscit molor sitin nonseni hiligniae ellab ium etwagerum volorem olorese quaspe offi ciae. Em eume voluptas as es perum, volores arumumhet quaeptat aborumq uatusae si destrum exces eosam.
In re que nonserferum harcim event offi c te cum hilles de custium accus denit quiae Abos.Met ad quas enis ipiet, ut aspelendicil minvendandam re, temporat. It audanducidit quateeles doluptatur, sus earum haruptat.
Mque nonserferum
Alfons MustermannTitle, function
PS: Text_1 (70 characters)Text_2 (70 characters)Text_3 (70 characters)
Millor molore, quo offi ctotatis alique nosa quedersan
CompanyForename Surname123 Sample Street45678 Sample CityCountry
Partner company · 123 Sample Street · 45678 Sample City · Country
Lores ipsum DoloremUlparcie andellesto quiasten debitist ratem aciist erstefaccumquatem iunt reptata.– laces im niae iligend anditas – perion eium nonsedist escia sit– con reperro vitasi test ium que – volupta tiisciliquo temquia nos
Ferum eos et ipit fugiatque vernatur
Your contact:
Volkswagen partnerSample Street 10012345 Sample cityPhone +00 5361 9-12345Fax +00 5361 9-12345Email [email protected]
Dear Sir or Madam,
Vit, volorum dolores minctemquunt millor molore, quo offi ctotatis alique nosa quedersan corum eosapel iciaspideria derferia sit mod miliscig llandae veriae pe porit aci solorem ratesti ssitatet, od que aut fuga. Nam reptatibusterse doluptat idenderiasit as es perum, volores arumumh et quaeptat aborumq uatusae si destrum exces eosam.
Mque nonserferum
Alfons MustermannTitle, function
Your Volkswagen partnerCarl BondbauerSample Street 100, 12345 Sample city, Phone +00 5361 9-12345, volkswagen-partner.xyzKolorem ratesti ssitatet: Sample Street 100, 12345 Sample city, Phone +00 5361 9-12345
To the residents of the houseSample Street 10012345 Sample cityCountry
Lores ipsum Dolorem
Ulparcie andellesto quiasten debitist ratem aciist erste
faccumquatem iunt reptata.– laces im niae iligend anditas
– perion eium nonsedist escia sit– con reperro vitasi test ium que
– volupta tiisciliquo temquia nos
Ferum eos et ipit fugiatque vernatur
Your contact:
Volkswagen partnerSample Street 100
12345 Sample cityPhone +00 5361 9-12345
Fax +00 5361 9-12345Email [email protected]
Dear Sir or Madam,
Vit, volorum dolores minctemquunt millor molore, quo offi ctotatis alique nosa quedersan corum eosapel iciaspideria derferia sit mod miliscig llandae veriae pe porit aci solorem ratesti ssitatet, od que aut fuga. Nam reptatibusterse doluptat idenderiasit
as es perum, volores arumumh et quaeptat aborumq uatusae si destrum exces eosam.
Mque nonserferum
Alfons MustermannTitle, function
Your Volkswagen partnerCarl Bondbauer
Sample Street 100, 12345 Sample city, Phone +00 5361 9-12345, volkswagen-partner.xyzKolorem ratesti ssitatet: Sample Street 100, 12345 Sample city, Phone +00 5361 9-12345
To the residents of the houseSample Street 100
12345 Sample cityCountry
Volkswagen Brand Design 4 | 6Dealer’s premises20190524_Name_Plates_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
NameplatesDescription
With our nameplates, you’ll be going into every meeting with a customer ideally prepared. Your engraved name and the brand logo are clearly legible on high-quality, brushed aluminium. Small details like these make you stand out as a brand ambassador.
If you wish, you can also have the name of your department engraved. Simply use the two-line alternative to do so. Depending on the length of the text, you will receive your name-plate in a length of 75 or 90 mm.
The temporary nameplates offer you additional flexibility as the lettering can be changed. Here the name and optionally the department name are printed on white paper and inserted into the clear plastic frame on the plate.
Your personal Volkswagen nameplate can be securely fastened to any piece of clothing in just a few simple steps, either with a safety pin or via a special magnetic fixture which is gentle even on sensitive fabrics.→ Order nameplates
Engraved nameplate, two lines Temporary nameplate, one line
Volkswagen brand design 4 | 10Office20190523_Email-signature_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Email signatureGeneral information
Comparable with the letterhead of a traditional letter, the email signature serves the purpose of fully identifying the sender. It is an integral component of our correspondence.
This guideline describes Volkswagen email signatures for external correspondence.Specific information within the email signature may vary due to local legal requirements.
First name, surnameOptional: function and/or subdepartment Department designation (A-BC-D/1)
Volkswagen AktiengesellschaftBrieffach 000/1234538436 Wolfsburg
T +49 5361 9 12345optional: M +49 1234 5123456optional: F +49 5361 9 5712345volkswagen.de
Volkswagen AktiengesellschaftRegistered Seat: WolfsburgCourt of Registry: Amtsgericht BraunschweigCommercial Register No.: 100484Chairman of the Supervisory Board: John DoeBoard of Management: John Doe (Chairman), John Doe, John Doe, John Doe, John Doe, John Doe, John Doe, John Doe, John Doe, John Doe
Important Notice: The above information is automatically added to this e-mail. This addition does not constitute a representation that the content of this e-mail is legally relevant and/or is intended to be legally binding upon Volkswagen Aktiengesellschaft.
Volkswagen brand design 11 | 33Print media | Dialogue marketing20190523_Dialogue_Marketing_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Letter flyerOverview
The letter flyer has a space for a headline, preprinted postcard elements and brief letter on the front, as well as three offers with pictures on the back.
It is produced in A4 format as a tri-fold (210 x 100/100/97 mm).
Lores ipsum DoloremUlparcie andellesto quiasten debitist ratem aciist erstefaccumquatem iunt reptata.– laces im niae iligend anditas – perion eium nonsedist escia sit– con reperro vitasi test ium que – volupta tiisciliquo temquia nos
Ferum eos et ipit fugiatque vernatur
Your contact:
Volkswagen partnerSample Street 10012345 Sample cityPhone +00 5361 9-12345Fax +00 5361 9-12345Email [email protected]
Dear Sir or Madam,
Vit, volorum dolores minctemquunt millor molore, quo offi ctotatis alique nosa quedersan corum eosapel iciaspideria derferia sit mod miliscig llandae veriae pe porit aci solorem ratesti ssitatet, od que aut fuga. Nam reptatibusterse doluptat idenderiasit as es perum, volores arumumh et quaeptat aborumq uatusae si destrum exces eosam.
Mque nonserferum
Alfons MustermannTitle, function
Your Volkswagen partnerCarl BondbauerSample Street 100, 12345 Sample city, Phone +00 5361 9-12345, volkswagen-partner.xyzKolorem ratesti ssitatet: Sample Street 100, 12345 Sample city, Phone +00 5361 9-12345
To the residents of the houseSample Street 10012345 Sample cityCountry
Golf Comfortline1,6 l TDI 85 kW (115 PS) 5-GangEZ 04/2017, 8.289 km, urspr. UVP des Herstellers 30.875,01 €
Das Finanzierungsbeispiel basiert auf einer jährlichen Fahrleistung von 10.000 km.
Fahrzeugpreis: 22.900,00 €Anzahlung: 6.862,23 €Nettodarlehensbetrag: 16.037,77 €Sollzinssatz (gebunden) p. a.: 0,99 %Effektiver Jahreszins: 0,99 %Laufzeit: 48 MonateSchlussrate: 11.837,48 €Gesamtbetrag: 16.589,48 €
48 mtl. Finanzierungsraten à 99,00 €4
Tiguan Trendline1,4 l TSI ACT 110 kW (150 PS) 6-GangEZ 06/2017, 6.569 km, urspr. UVP des Herstellers 37.514,01 €
Das Finanzierungsbeispiel basiert auf einer jährlichen Fahrleistung von 10.000 km.
Fahrzeugpreis: 29.900,00 €Anzahlung: 9.097,68 €Nettodarlehensbetrag: 20.802,32 €Sollzinssatz (gebunden) p. a.: 1,97 %Effektiver Jahreszins: 1,99 %Laufzeit: 48 MonateSchlussrate: 16.071,00 €Gesamtbetrag: 22.263,00 €
48 mtl. Finanzierungsraten à 129,00 €2
Passat Variant Comfortline 4MOTION2,0 l TDI SCR 140 kW (190 PS) 6-Gang-DSGEZ 01/2017, 16.710 km, urspr. UVP des Herstellers 54.090,01 €
Das Finanzierungsbeispiel basiert auf einer jährlichen Fahrleistung von 10.000 km.
Fahrzeugpreis: 34.900,00 €Anzahlung: 10.368,03 €Nettodarlehensbetrag: 24.531,97 €Sollzinssatz (gebunden) p. a.: 0,99 %Effektiver Jahreszins: 0,99 %Laufzeit: 48 MonateSchlussrate: 18.226,17 €Gesamtbetrag: 25.378,17 €
48 mtl. Finanzierungsraten à 149,00 €41 Die Garantie bis zum 5. Fahrzeugjahr gilt für ausgewählte Jahreswagen als Volkswagen Anschlussgarantie, für bis zu 36 Monate im Anschluss an die 2-jährige Herstellergarantie und – je nach individuellem Fahrzeug – bis zu einer maximalen Gesamt-fahrleistung von 100.000 km (Garantiegeber ist jeweils die Volkswagen AG, Berliner Ring 2, 38440 Wolfsburg). Gültig nur für Jahreswagen aus dem Bestand der Volkswagen AG. Weitere Voraussetzungen bzw. Beschränkungen der Garantie, insbesondere den Beginn der Garantielaufzeit, entnehmen Sie bitte den Garantiebedingungen unter www.volkswagen.de oder erfragen Sie bei uns. 2 Ein Angebot der Volkswagen Bank, GmbH, Gifhorner Str. 57, 38112 Braunschweig, für die wir als ungebundener Ver-mittler gemeinsam mit dem Kunden die für die Finanzierung nötigen Vertragsunterlagen zusammenstellen. Bonität vorausgesetzt. Gültig für Laufzeiten von 12 bis 48 Monaten und bis zum 30.06.2018 für ausgewählte Modelle aus dem Verkaufsbestand der Marke Volkswagen. Es besteht ein gesetzliches Widerrufsrecht für Verbraucher. Dieses und vergleichbare Fahrzeuge sind nur in begrenzter Stückzahl verfügbar. Nähere Informationen unter www.volkswagen.de oder bei uns. 3 Im Aktions zeitraum bis 30.06.2018 erhalten Sie bei Inzahlungnahme (Konzernfahrzeuge Audi, SEAT, ŠKODA, Porsche sind ausgeschlossen) lhres mindestens 4 Monate auf Ihren Namen zugelassenen alten Gebrauchtwagens und gleichzeitigem Kauf eines Jahreswagens eine modellabhängige Prämie von bis zu 3.000 €. Dieses Angebot gilt für ausgewählte Jahreswagen aus dem Bestand der Volkswagen AG und ist mit einer günstigen Finanzierung kombinierbar. Nähere Informationen erhalten Sie bei uns oder unter www.volkswagen.de. 4 Ein Angebot der Volkswagen Bank GmbH, Gifhorner Str. 57, 38112 Braunschweig, für die wir als ungebundener Vermittler gemeinsam mit dem Kunden die für die Finanzierung nötigen Vertragsunterlagen zusammenstellen. Bonität vorausgesetzt. Gültig für Laufzeiten von 12 bis 48 Monaten und bis zum 30.06.2018 für aktionsberechtigte gebrauchte Fahrzeuge der Marke Volkswagen Pkw mit EU5- und EU6-Dieselmotor aus dem Handelslager und dem Verkaufsbestand von Volkswagen sowie für aktionsberechtigte Volkswagen Pkw aus der Vermarktung der Volkswagen Leasing GmbH und Vehicle Trading International GmbH (ausgenommen ist der Phaeton, Mindestalter der Fahr zeuge 6 Monate ab Erstzulassung). Es besteht ein gesetzliches Widerrufsrecht für Verbraucher. Dieses und vergleichbare Fahrzeuge sind nur in begrenzter Stückzahl verfügbar. Nähere Informationen unter www.volkswagen.de oder bei uns. Abbildungen zeigen Sonderausstattungen gegen Mehrpreis.
Lores ipsum DoloremUlparcie andellesto quiasten debitist ratem aciist erstefaccumquatem iunt reptata.– laces im niae iligend anditas – perion eium nonsedist escia sit– con reperro vitasi test ium que – volupta tiisciliquo temquia nos
Ferum eos et ipit fugiatque vernatur
Your contact:
Volkswagen partnerSample Street 10012345 Sample cityPhone +00 5361 9-12345Fax +00 5361 9-12345Email [email protected]
Dear Sir or Madam,
Vit, volorum dolores minctemquunt millor molore, quo offi ctotatis alique nosa quedersan corum eosapel iciaspideria derferia sit mod miliscig llandae veriae pe porit aci solorem ratesti ssitatet, od que aut fuga. Nam reptatibusterse doluptat idenderiasit as es perum, volores arumumh et quaeptat aborumq uatusae si destrum exces eosam.
Mque nonserferum
Alfons MustermannTitle, function
Your Volkswagen partnerCarl BondbauerSample Street 100, 12345 Sample city, Phone +00 5361 9-12345, volkswagen-partner.xyzKolorem ratesti ssitatet: Sample Street 100, 12345 Sample city, Phone +00 5361 9-12345
To the residents of the houseSample Street 10012345 Sample cityCountry
Lores ipsum Dolorem
Ulparcie andellesto quiasten debitist ratem aciist erste
faccumquatem iunt reptata.– laces im niae iligend anditas
– perion eium nonsedist escia sit– con reperro vitasi test ium que
– volupta tiisciliquo temquia nos
Ferum eos et ipit fugiatque vernaturYour contact:
Volkswagen partnerSample Street 100
12345 Sample cityPhone +00 5361 9-12345
Fax +00 5361 9-12345Email [email protected]
Dear Sir or Madam,
Vit, volorum dolores minctemquunt millor molore, quo offi ctotatis alique nosa quedersan corum eosapel iciaspideria derferia sit mod miliscig llandae veriae pe porit aci solorem ratesti ssitatet, od que aut fuga. Nam reptatibusterse doluptat idenderiasit
as es perum, volores arumumh et quaeptat aborumq uatusae si destrum exces eosam.
Mque nonserferum
Alfons MustermannTitle, function
Your Volkswagen partnerCarl Bondbauer
Sample Street 100, 12345 Sample city, Phone +00 5361 9-12345, volkswagen-partner.xyzKolorem ratesti ssitatet: Sample Street 100, 12345 Sample city, Phone +00 5361 9-12345
To the residents of the houseSample Street 100
12345 Sample cityCountry
Volkswagen brand design 40 | 55Business stationery20190524_Stationary_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
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Sit amet, consectetue
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Dolor sit Adipiscing Adipiscing elitsed diam nonummy nibh Euismod tincidunt ut laoreet. Duis autem vel eum iriure dolor in hendrerit.
Ipsum
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The logo must not be printed in colour on a coloured carbon copy. Instead, use the Black 1c variant of the logo.
Coloured vertical borders are posi-tioned at the right format border. The vertical border must not be positioned within the protected zone of the logo.
It is often necessary to use coloured carbon copies and vertical borders for production or organisational reasons. If colours can be redefined, they should come from the Volkswagen secondary colour climate. Tonal values can be used.
Coloured carbon copy
Coloured vertical borders
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Dealership formsCarbon copies and vertical borders
95 | 98Volkswagen brand designConsolidated user guidance
Further guidance available upon request for: Office equipment, Price signs, Dialogue marketing, Email signatures, Business stationery and Name plates
Application Other applications | Business
15
->
Temporary Spaces
Experience
Building Blocks »Experience«
1
INTERNAL USE
121
->
Temporary SpacesExamples of Formats Pop-Up – Creating Space in Space
10
INTERNAL USE
105
->
Temporary SpacesCommunication in Vibrant Space Content – »Content Communication«
8
Definition of »Content Communication«
Contents are communicated at the second level. Communication is top-down: starting from a higher-level guiding principle in the sense of a communicative umbrella over defined theme areas through to specific content-related details.
Communicative umbrella: Guiding principle, e.g. a trade fair motto
Theme areas: Zoning based on specific themes and/or living environments, for example electric mobility, autonomous driving etc.
Details: Content coverage of walls, LED displays, exhibits, for example an exhibit for voice and gesture control
Trade fair motto on base wall Exhibits with communication
Campaign motto on content wallCampaign motto on content wall
INTERNAL USE
The new Tiguan Car dealership Lorem
loremipsum.de
The new up!
Car dealership Loremloremipsum.de
The new GolfCar dealership Lorem
loremipsum.de
The new Arteon Car dealership Lorem
loremipsum.de
Volkswagen Brand Design 16 | 27Vehicle Branding20190524_Vehicle_Branding_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Application to vehiclesCampaign vehicle with dealership identification | Examples (2)
105
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Temporary SpacesCommunication in Vibrant Space Content – »Content Communication«
8
Definition of »Content Communication«
Contents are communicated at the second level. Communication is top-down: starting from a higher-level guiding principle in the sense of a communicative umbrella over defined theme areas through to specific content-related details.
Communicative umbrella: Guiding principle, e.g. a trade fair motto
Theme areas: Zoning based on specific themes and/or living environments, for example electric mobility, autonomous driving etc.
Details: Content coverage of walls, LED displays, exhibits, for example an exhibit for voice and gesture control
Trade fair motto on base wall Exhibits with communication
Campaign motto on content wallCampaign motto on content wall
INTERNAL USE
81
->
Temporary Spaces
Example of »Premium«, Touareg
Fully in line with the campaign claim »Design in every detail«, the staging of the Touareg living environment is inspired by the claim or the atmosphere and ambience of an exclusive men's outfitters.
Cooler colours tend to be used for the »Premium« living environment, like the blue tones primarily in the example shown.
ExperienceExample of »Premium« Living EnvironmentTouareg
5.2
INTERNAL USE
Volkswagen Brand Design 22 | 27Vehicle Branding20190524_Vehicle_Branding_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Driven by Volkswagen
Shuttle vehicle with external logo or key visual At many events, an external logo or key visual is used. As with classic shuttle vehicles, the options range from an understated presentation to eye-catching alternatives. The way in which the branding is affixed should fit the occasion and the logo or key visual.
Applications on sponsorship vehiclesShuttle vehicles with key visual | Example
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Temporary SpacesConcept and Idea»Vibrant Space«
1
INTERNAL USE
84
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Temporary Spaces
Example of »Family«, ID. Buzz
The ID. Buzz »Family« living environment is inspired by themes such as recreational fun, travel and road trips.
The ID. Buzz acts as a companion for travel to places of yearning staged with family or friends. At various stop-off points on these trips, or ID. Buzz stops as they are known, visitors can share their personal trip adventures with the Volkswagen community in a type of travel diary (#shareyourjourney), thus actively shaping the living environment with their impressions and pictures.
The »Family« living environment is transported via warm, loud colours, such as yellow and orange hues for example.
ExperienceExample of »Family« Living EnvironmentID. Buzz
5.2
INTERNAL USE
13
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Temporary Spaces
Form
Building Blocks»Form«
1
INTERNAL USE
Volkswagen Brand Design 24 | 27Vehicle Branding20190524_Vehicle_Branding_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Design in every detailSubline
volkswagen.de
Mobile advertisements
Whether truck, bus, tram, train or taxi: Our graphics work on nearly everything on wheels. The design follows general typographic rules for print advertisements. → Advertising | Print advertisements and out-of-home media
It is of course possible to use direct logo supplements (as described above) on special vehicles.
Applications on special vehiclesExamples (1)
The new Polo GTI The new Polo GTIThe new Polo GTI
volkswagen.devolkswagen.de
22
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Temporary Spaces2 Logo & Moving Frame in Vibrant SpaceBasics
INTERNAL USE
11
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Temporary Spaces
Light
Building Blocks »Light«
1
INTERNAL USE
95
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Temporary Spaces6 Colour in Vibrant SpaceExample of »Brand«
Colour
The Volkswagen primary colours White, Dark Blue and Light Blue are characteristic of the brand and the »Volkswagen Brand Living Environment« and shape the design of all print and communication media. They are closely associated with brand themes and, as a central brand element, have a high recognition value.
In terms of spatial staging also, they act as a recognition feature for pure brand themes, which are communicated independently of product, theme world or living environment, such as the brand lounge for example.
Good to know
A detailed overview of the »Brand Lounge« can be found on pages 86 to 89.
INTERNAL USE
The new Tiguan Car dealership Lorem
loremipsum.de
The new up!
Car dealership Loremloremipsum.de
The new GolfCar dealership Lorem
loremipsum.de
The new Arteon Car dealership Lorem
loremipsum.de
Volkswagen Brand Design 16 | 27Vehicle Branding20190524_Vehicle_Branding_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Application to vehiclesCampaign vehicle with dealership identification | Examples (2)
54
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Temporary SpacesWalls in Vibrant SpaceCorporate Wall
4
Usage
Like the vibrant wall, the corporate wall is used for brand communication, but differs in the sense that it highlights areas in which only higher-level brand themes or themes that relate to the Volkswagen Group are communicated. The corporate wall should be used unconditionally in this case.
In a minimal setup on the other hand, where the primary focus is on the brand communication, vibrant elements should be used primarily.
Good to know
The corporate walls should be used more intensively in the brand lounge.
INTERNAL USE
Volkswagen Brand Design 7 | 8Dealer’s premises20190524_Number_Plate_Signage_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Passat VariantIhr Autohaus Max Musterman
GolfIhr Autohaus Max Musterman
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ID.Neo
PoloGute Fahrt wünscht Ihnen Ihr Autohaus Max Mustermann
TiguanGute Fahrt wünscht Ihnen Ihr Autohaus Max Mustermann
Lorem ipsum dolor sit ametAutohaus Max Mustermann
Polo
Number Plate SignageExamples of use
96 | 98Volkswagen brand designConsolidated user guidance
Further guidance available upon request for: Flags, Number plates, Vehicle branding and Temporary spaces
Application Other applications | Retailer environment
Volkswagen Brand Design 4 | 20Sponsorship and Cooperations20190524_Sponsoring_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Besides events at which the company appears as the organiser, Volkswagen also supports various projects and initiatives in sport and culture which make a positive contribution towards the brand.
As part of such sponsorship engage-ments, Volkswagen frequently appears in environments foreign to the brand and in conjunction with other sponsors, thus making it particu-larly important to identify the sender. The basic design rules for this are described on the following pages.
In implementing these rules, priority must always be given to maintaining the highest quality and choosing the most appropriate strategy for the particular engagement. The solution selected must be used consistently in all media.
Please clarify any questions on the subject with the contact specified.
Introduction
Das sind wir alle
Our logo and our primary colours determine the design of the advertising materials.
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Cera non nisciistrum que volupta taerferis dipsamentis et aborecte et imiliae excessit audita pro officie nisseque accusam alique inveriti ut aut velent mos.
Lorem ipsumdolor sit
Volkswagen Brand Design 13 | 20Sponsorship and Cooperations20190524_Sponsoring_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Composite logo Examples
Please remember to place the composite logo on a quiet background.
Composite logo with direct logo supplement and joint message
Volkswagen Brand Design 18 | 20Advertising Materials20190524_AdvertisementMaterials_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
ExamplesMerchandising
Merchandising items are promotion-al in nature and are characterised by the quality you would expect from Volkswagen.
The colour scheme of the items is always based on the primary colours.
Please use the logo in a striking manner.
Our logo and our primary colours determine the design of the advertising materials.
Service
Volkswagen Brand Design 15 | 20Sponsorship and Cooperations20190524_Sponsoring_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
2
Kooperationspartner
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y ½ y
1
Composite logo Cooperations
In the case of composite logos with cooperation partners, our logo will preferably be set on the left instead of on the right. All rules regarding gaps incl. to the dividing line remain unchanged.
An equal presentation of the logos must also be guaranteed for the cooperation partners.
In the case described, the partner’s logo is not shown at the same height as our brand logo due to its connection to the type. This creates a visual balance.
1
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Service
Volkswagen Brand Design 14 | 20Sponsorship and Cooperations20190524_Sponsoring_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Composite logo Examples
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Das sind wir alle
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Volkswagen Brand Design 26 | 38 Markings on Corporate Fashion20190524_BrandingClothing_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
30 mm 30 mm
1:10
Repräsentative Bekleidung | Dezente Kennzeichnung
30 mm 30 mm
1:10
Repräsentative Bekleidung | Dezente Kennzeichnung
Representational clothingSmall logo
Representational clothing to be worn at trade fairs and other events or by salespeople should send a message of high quality, exclusiveness and seriousness.
The brand logo can be used with a diameter of 30 mm in white, VW Dark Blue or VW Light Blue, or tone-in-tone.
For specific information about the variants and exact placement of the logo, see → Basic elements | Logo
All necessary brand logo files are available for download. → Digital templates
Volkswagen Brand Design 18 | 20Advertising Materials20190524_AdvertisementMaterials_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
ExamplesMerchandising
Merchandising items are promotion-al in nature and are characterised by the quality you would expect from Volkswagen.
The colour scheme of the items is always based on the primary colours.
Please use the logo in a striking manner.
Volkswagen Brand Design 11 | 20Sponsorship and Cooperations20190524_Sponsoring_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
½ a a
Logo
The gaps described also apply for a brand logo with a direct supplement. A vertical arrangement is not possible for this combination.
Composite Logo Structure with logo supplement
Volkswagen Brand Design 18 | 20Advertising Materials20190524_AdvertisementMaterials_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
ExamplesMerchandising
Merchandising items are promotion-al in nature and are characterised by the quality you would expect from Volkswagen.
The colour scheme of the items is always based on the primary colours.
Please use the logo in a striking manner.
Volkswagen Brand Design 18 | 20Advertising Materials20190524_AdvertisementMaterials_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
ExamplesMerchandising
Merchandising items are promotion-al in nature and are characterised by the quality you would expect from Volkswagen.
The colour scheme of the items is always based on the primary colours.
Please use the logo in a striking manner.
Our logo and our primary colours determine the design of the advertising materials.
Volkswagen Brand Design 17 | 20Advertising Materials20190524_AdvertisementMaterials_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
ExamplesLifestyle
Lifestyle advertising materials are high-quality products. They combine innovation, functionality and comfort and communicate the quality requirements of the Volkswagen brand.
Lifestyle items are primarily offered for purchase. They are subject to strict quality controls and are characterised by sophisticated technology and distinctive design.
The items are usually black, white, metal or chrome coloured.
We use the Volkswagen logo in a subtle and restrained manner in this context.
Lifestyle contact
Volkswagen Zubehör GmbH Karin Froeter Hannoversche Straße 2a 38448 Wolfsburg Germany Telephone: +49 5361 91 67 33 Telefax: +49 5361 92 80 12 [email protected]
Volkswagen Brand Design 34 | 38 Markings on Corporate Fashion20190524_BrandingClothing_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Sportswear sponsored by dealershipsOverview
Sponsoring sports teams is a way for Volkswagen dealerships to promote themselves. The dealership’s name and/or its own logo can be printed on the jersey together with Volkswa-gen brand logo.
Jerseys– The dealership’s name and/or its
own logo is prominently posi-tioned on the front of the jersey
– The Volkswagen brand logo is positioned on the sleeve so as not to detract from the dealership name/logo
Training jackets– The dealership’s name and/or its
own logo is prominently posi-tioned on the back of the jacket
– Volkswagen brand logo is placed on the sleeve or alternatively on the upper right side of the chest from the viewer’s perspective.
For the colours of the dealership name or logo and for production methods, the rules are the same as those that apply to all other clothing.
Volkswagen Brand Design 34 | 38 Markings on Corporate Fashion20190524_BrandingClothing_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Sportswear sponsored by dealershipsOverview
Sponsoring sports teams is a way for Volkswagen dealerships to promote themselves. The dealership’s name and/or its own logo can be printed on the jersey together with Volkswa-gen brand logo.
Jerseys– The dealership’s name and/or its
own logo is prominently posi-tioned on the front of the jersey
– The Volkswagen brand logo is positioned on the sleeve so as not to detract from the dealership name/logo
Training jackets– The dealership’s name and/or its
own logo is prominently posi-tioned on the back of the jacket
– Volkswagen brand logo is placed on the sleeve or alternatively on the upper right side of the chest from the viewer’s perspective.
For the colours of the dealership name or logo and for production methods, the rules are the same as those that apply to all other clothing.
Volkswagen Brand Design 18 | 20Sponsorship and Cooperations20190524_Sponsoring_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
1 2
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Special cases Shirts
Against a bright background, the VW logo appears in VW Dark Blue.
Against a dark background, the VW logo appears in white.
In connection with the shirt of the German Football Association (DFB), the VW logo appears not in VW Dark Blue but in black.
DFB shirts
Please remember that there are defined sizes for the VW logo in accordance with contractual arrangements.
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Lorem ipsumdolor sit
Cera non nisciistrum que volupta taerferis dipsamentis et aborecte et imiliae excessit audita pro officie nisseque accusam alique inveriti ut aut velent mos.
Lorem ipsumdolor sit
Volkswagen Brand Design 13 | 20Sponsorship and Cooperations20190524_Sponsoring_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019
Composite logo Examples
Please remember to place the composite logo on a quiet background.
Composite logo with direct logo supplement and joint message
97 | 98Volkswagen brand designConsolidated user guidance
Further guidance available upon request for: Sponsorship and co-operations, Advertising materials and Branded clothing
Application Other applications | Merchandise
ContactsWe are all responsible for our Corporate Identity, and we have put in place tools to make this as easy as possible. We also employ an independent design management consultancy called Integrity who help us to co-ordinate the identity of our brand, and create self-management tools.
Integrity will help ensure that what you are proposing meets Volkswagen’s Corporate Identity standards and can assist in challenging situations and in areas not covered by the guidelines.
Help is always available for any queries or concerns, and feedback is always welcome to ensure that the Corporate Identity is continually reviewed to respond to the changing needs of Volkswagen.
So, if at any time you need help don’t be afraid to ask. In the first instance, if you have a Corporate Identity query, please contact Katie Henbest and Rebecca Ash at Integrity.
Tel: +44 (0)207 936 2500Email: [email protected]