VW thinkblue guidelines

Style GuideThink Blue.

Last updated: 30 March 2010

2 Contents

Think Blue. 3 What defi nes us 5Attitude 6Key idea 7Tonality 8

Style guide 91 Sample applications 102 Language 183 Basic elements 20 Logotype 21 Naming 27 Colours 29 Typography 32 Information charts 35 Pictograms 37 Picture style and content 414 Applications 42 Basic details 43 Advertisements 44 Posters 47 Flyer front 50 Brochure cover 51 PowerPoint title slide 52 Press release 53 Internet marketing 54 Exhibition stand 55 Flags 56 Promotional materials 57 Clothing 58 Contact 60

3 Think Blue.More than just a brand

With its innovative technologies and products, Volkswagen is already making a valuable contribution to conserving the environment and resources of tomorrow.

Now we want to do even more for our environment:We want to make our expertise and experience accessible to everyone. We want to off er intelligent answers to the issues of today, and we want to demonstrate that Volkswagen’s responsible way of thinking and acting is not restricted to the car industry.

How we are doing this? With ...

4

Think Blue.

What defines us

6 Think Blue. An attitude that goes beyond technologies and products

BlueMotion is an answer to the concerns of our time. The environmental label is one of the most well-known in the car industry. It sets standards in terms of consumption and emissions values.

BlueMotionTechnologies is the logical advance through which we demonstrate that our technologies are low in emissions, economical and already available to everyone.

“Think Blue.” is now taking yet another step forward. It off ers the opportunity to integrate an array of ecologically sustainable brand activities over and above existing product communication measures. These activities actively involve our customers and their behaviour towards the environment.

7 Think Blue. Key idea

Volkswagen has always cared about the things that move people.

During the 1960s, Volkswagen made mobility accessible to the masses; the “Think Small” strategy put motoring within everyone’s reach.

Today and in future, the issue is how to harmonise individual mobility and sustainable strategies. To this end, Volkswagen unites innovation, environmental responsibility and working in partnership: “Think Small” has become “Think Blue.”.

Through “Think Blue.” we want to get something moving together with our customers. Everyone can do their bit: Volkswagen with its fuel-saving, low-emission solutions; our customers with an environmentally aware attitude.

We want “Think Blue.” to inspire and motivate people to take the future of mobility into their own hands, to shape a new future in partnership with us. Our focus is on transparent dialogue in an understandable idiom that invites people to give more thought to the topic.

With “Think Blue.” we’re showing that ecologically sustainable action does not mean making compromises and relinquishing enjoyment.

8 Think Blue. Tonality

1. Moving rather than lecturing.Every communication measure should inspire and motivate the customer.

2. Understandability rather than specialist jargon.Everything is understandable to everyone.

3. Simplicity rather than technicity.We want to reach everyone – not just scientists.

4. With ease rather than concern.Enjoyment is more motivational than fear.

5. Commitment rather than empty promises.We say what we want to achieve rather than bandying around empty promises that sound good.

6. Agility rather than rigidity.Who knows today what the situation will be tomorrow? What new and progressive ideas there will be? No one! In turn, we are never know-it-alls brandishing absolute truths, but instead are open to everything.

7. On an equal footing rather than looking downwards.“Think Blue.” is for people like you and me. “Think Blue.” excludes no one, does not distance itself from people or look down on them.

8. Authentic rather than artifi cial.“Think Blue.” advertising comes from real life and is authentic. It does not serve artifi ciality or a make-believe world with perfect people and an insincere idiom.

Style guide

Logotype, colours, texts: the visual identity of “Think Blue.” has many facets. This style guide illustrates how the individual elements are designed and how they are used in combination for maximum impact.

The style guide enables copywriters, designers and marketing personnel to give all media a common visual style and to paint a memorable and persuasive picture of “Think Blue.”.

Sample applications

1

161661616

Language

2

19

straightforward and easy to understand too demanding

accessible and comprehensible abstract and contrived

inspiring detached

positive cynical and pessimistic

cheerful, upbeat, fresh and cheeky serious or heavy

witty and funny defamatory and arrogant

moving frightening

authentic and natural artifi cial

warm cold

LanguageHow we speak, how we write – Dos and don’ts

Our language is Our language is not

3Basic elements

21 Logotype

Think Blue.

Our logotype is used in all communication measures. It conveys that factors that defi ne “Think Blue.” in condensed visual form. For this reason it is important to use the logotype carefully.

22 LogotypeDos and don’ts

Think Blue.

Think Blue.

Think Blue.

Think Blue.

Think Blue.

Think Blue.

The “Think Blue.” logotype is normally positioned on a white background. However, it can also have a blue background (PANTONE® 299).

The logotype is the key identifying feature of “Think Blue.” and for this reason is available as a fi le. The character spacing has been adjusted, which is the reason why it may not be reset.

In the negative version, the logotype is set in white.

The logotype is only used on white and blue backgrounds (60 % PANTONE® 299).

For black and white applications, e.g. newspaper ads, the logotype is set in 100 % black.

In special cases, the “Think Blue.” logotype may be set on two lines.

Other shades of blue are not permitted.

In the positive version, the logotype is set in blue (PANTONE® 299).

The logotype is not set in other colours.

Think Blue.

The logotype is not positioned on pictures.

23 LogotypeSize relative to the logo

The size of the “Think Blue.” logotype is precisely defi ned so that it always achieves its full eff ect. Its size depends on the size of the Volkswagen logo and the given application.

2 x4 x

Think Blue.

2 x5 x

Think Blue.

For posters the width of the logotype is 5 x.

Based on a logo diameter of 2 x, the width of the logotype for advertisements and printed media is generally 4 x.

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Positioning of the logotype on a brochure cover

Positioning of the logotype on an 18/1 poster

www.volkswagen.de/thinkblue

Headline

NoteThe diameter of the Volkswagen logo depends on the format and the given width of the white frame. The logo is always twice as wide as the frame.

For the dimensions this means:Logo diameter = 2 x White frame = 1 x

2 x

1 x

1 x

24

Think Blue.

LogotypeProtected zone

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0.5 x

0.5 x

2 x

No pictures may be positioned within the protected zone.No other elements may be positioned within the protected zone.

Think Blue.

“Think Blue.” stands for sustainable thinking and acting. Because this topic is extremely important to us, our logotype is always surrounded by a protected zone. No other graphic elements may be placed in this zone.

The protected zone around the logotype is 0.5 x. This corresponds to 1/8 of the logotype width.

Think Blue.

25 LogotypePositioning

Think Blue.

Think Blue.

www.volkswagen.de

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Positioning of the logotype on a brochure cover

Positioning of the logotype on an advertisement

The “Think Blue.” logotype is normally centred vertically in relation to the Volkswagen logo.

For space reasons, the logotype may also be aligned to the lower edge of the Volkswagen claim.

26 LogotypeApplication sizes

Application size Diameter of the Volkswagen logo

Width of the “Think Blue.” logotype

“Think Blue.” protected zone

Advertisement formats

DIN A5 portrait and landscape 15 mm 30 mm 3.75 mm on all sides



1/3 DIN A2 landscape 21 mm 42 mm 5.25 mm on all sides

1/3 DIN A2 corner 21 mm 42 mm 5.25 mm on all sides


Posters

Citylight (DIN A3 layout format) 27 mm 67.5 mm 6.75 mm on all sides

Poster (DIN A3 layout format) 30 mm 75 mm 7.5 mm on all sides

Poster 18/1 (DIN A2 layout format) 43.4 mm 108.5 mm 10.85 mm on all sides

Print media

Flyer (DIN long) 15 mm 30 mm 3.75 mm on all sides

Brochure cover (DIN A4) 18 mm 36 mm 4.5 mm on all sides

Digital media

Internet marketing 50 px 125 px 15 px on all sides

The diameter of the logo and the width of the “Think Blue.” logotype are defi ned here for numerous applications.

27 NamingNotation of Think Blue. in copytext

If the logotype appears in the copytext (e. g. in a press release), “Think Blue.” is set in the given copytext typeface. A number of easy rules help to ensure that “Think Blue.” is always set correctly:

In copytext, “Think Blue.” is set in quotation marks and the full stop is always used as part of the logotype.

When naming specifi c measures, activities or events, the given name is included in the quotation marks: “Think Blue. Roadshow”, “Think Blue. fuel-saving brochure” etc.

A space is used where “Think Blue.” is associated with an unspecifi c word, e. g. “Think Blue.” measure.

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lorem “think blue.” del dolor

san utatumsan velit ercilit lo


lorem “Think Blue.” del dol



lorem Think Blue. del dolore

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Notation of “Think Blue.” in copytext with quotation marks

If “Think Blue.” is part of a specific name or measure, e. g. the future “Think Blue. Roadshow”, both elements are placed between the quotation marks.

The initial letters of the logotype are always capitalised.

In copytext, “Think Blue.” is not accentuated by a different type design or colour.

“Think Blue.” is always placed between quotation marks in copytext.


lorem “Think Blue.” del dolo



del “Think Blue. Roadshow”

dit numsan utatumsan velit eA space is used where “Think Blue.” is associated with an unspecific word, e. g. “Think Blue.” measure.


dit “Think Blue.” events del d

numsan utatumsan velit erci

28 NamingNotation of Think Blue. in headlines

In headlines, sub-headlines and other exposed locations, the quotation marks are not used. If “Think Blue.” is at the end of a headline or sub-headline, the full stop is omitted in favour of other punctuation marks (full stop, question mark, exclamation mark).

Quotation marks are not used in headlines and sub-headlines.

Quotation marks are not used in headlines and sub-headlines.

Two full stops are not used.

If the headline or sub-headline ends with “Think Blue.”, only one full stop is used.

In headlines and sub-headlines, “Think Blue.” may be accentuated in PANTONE® 299. In this case the logotype must stand alone on one line.

The full stop is omitted.

Lorem ipsumdolor Sit.Think Blue.

Lorem ipsumdolor Sit.“Think Blue.”

3 Running Headline

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Introduction hat einer und gemacht zu werden, der von Buch wollen und die also Namen schlichte sondern, endlich weil Sache vollem unter auch vorbei. Dank dem nur Frage seit und sollten nein verschaff t werden können Jene geraten.

1 Running Headline










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Lorem aut aliquit. On ula Think Blue.

Introduction hat einer und gemacht zu werden, der von Buch wollen und die also Namen schlichte sondern, endlich weil Sache vollem unter auch vorbei. Dank dem nur Frage seit und sollten nein verschaff t werden können Jene geraten. Lorem ipsum

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29

PANTONE® 299(60 %)

PANTONE® 295 PANTONE® 300 PANTONE® 542PANTONE® 299(100 %)

Colours are a brand’s strongest mode of expression. Our blue (60 % PANTONE® 299) exudes radiant lightness. Three further blue shades and white complete the colour range, increase its adaptability and enhance creative scope.

ColoursLightness, variance and impact

30 ColoursColour defi nition

PANTONE® 295

PANTONE® 300

RGB 0,60,101sRGB #003C65

RGB 34,116,172sRGB #2274AC

3M 100-724

3M 100-415

3M 100-453 RAL Design 250 70 25NCS S 0540-R90B

PANTONE® 542 CMYK 55,15,0,5

PANTONE® 542

PANTONE® 300 CMYK 100,40,0,0

PANTONE® 295 CMYK 100,55,0,55

RGB 115,177,221sRGB #73B1DD

RAL Design 260 40 45NCS S 2065-R90B

RAL Design 270 20 29NCS S 6030-R80B

Printing coloursVolkswagen colour series 1 (blue)

Screen colours Corporeal colours

3M 100-123

Films Paints

RGB 0,177,235sRGB #00B1EB

RGB 148,218,246sRGB #94DAF6

RAL Design 240 60 40NCS S 1060-B

PANTONE® 299 CMYK 80,0,0,0

Used for coloured areas

Used for lines and typography

PANTONE® 299 60 %

CMYK 48,0,0,0

PANTONE® 299

PANTONE® 299, 60 %

3M 100-20 RAL Classic 9010 Pure whiteNCS S 0500-N

CMYK 0,0,0,0Weiß RGB 255,255,255sRGB #FFFFFF

The “Think Blue.” shades of blue are taken from the secondary colour range of the Volkswagen colours.

Further information on the Volkswagen colours can be found in the Volkswagen CD-Net under www.volkswagen-marketing.com/basic/basic_elements/colours/index_en.html User: Volkswagen, password: Identity

NoteFor coloured areas, 60 % PANTONE® 299 is used. If PANTONE® 299 is used for lines and typography, 100 % of the tone value is used. The screening of coloured areas is an addition to the existing corporate design rules and is only used in conjunction with “Think Blue.”.

If screening of PANTONE® 299 is not possible with specific printing processes, 100 % PANTONE® 291 can be used for coloured areas as an alternative.

31 ColoursDos and don’ts

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60 % PANTONE® 299 is used for coloured areas.

For coloured areas, PANTONE® 299 is not used in 100 % of the tone value.

Only the defined blue shades are used.

Information charts are designed in the defined blue shades. (100 % PANTONE® 299 is used for lines.)

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300

200

100

0

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The white frame may not be coloured.


300

200

100

0


Information charts do not feature any other colours either.

The defined blue shades may be used for headlines and sub-headlines. (100 % PANTONE® 299 is used for typography.)

For typography, PANTONE® 299 is not used in 60 % of the tone value.

32 TypographyThe Think Blue. handwriting

AaBbNothing is as unique as one’s own handwriting. Volkswagen uses specially designed corporate typefaces. They defi ne the brand’s identity and accentuate its characteristic profi le.

33 TypographyTypefaces

The VW Headline OT sans serif typeface is frequently used for “Think Blue.” applications, e. g. for the copytext on the inside pages of brochures.

For offi ce communication, in contrast, only the Arial system typeface is used.

Headlines and copytext are always positioned fl ush left in ragged paragraphs and use a combination of upper and lower case lettering.

The VW Utopia serif typeface is only used for the copytext of advertisements.

Further information on the Volkswagen typefaces can be found in the Volkswagen CD-Net under www.volkswagen-marketing.com/basic/basic_elements/typefaces/index_en.htmlUser: Volkswagen, password: Identity

VW Headline OTBook {ABCDEFGhijklmnopqrstu1234567!?&}Semibold {ABCDEFGhijklmnopqrstu1234567!?&}Black {ABCDEFGhijklmnopqrstu1234567!?&}

VW Utopia

Book {abcdefghijklmnopqrstu1234567!?&}

Book Italic {abcdefghijklmnopqrstu1234567!?&}

Semibold {abcdefghijklmnopqrstu1234567!?&}

Semibold Italic {abcdefghijklmnopqrstu1234567!?&}

34







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Dunt non ametThink Blue.

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TypographyExamples

At Volkswagen, typefaces are normally set in black. For “Think Blue.” the following applies: On covers and inside pages, e. g. of brochures, headlines and sub-headlines as well as special information and quotations may be set in the defi ned shades of blue. Copytext is always set in black.

In typography, PANTONE® 299 should be used carefully for deliberate eff ect, e.g. only for introductory texts on the initial pages and headlines.


“Think Blue.” in headlines and sub-headlines may be accentuated using PANTONE® 299.

One colour only is used for the complete sentence or text. Within a headline or sub-headline, only the “Think Blue.” logotype may be accentuated using colour.

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Introduction hat einer und gemacht zu werden, der von Buch wollen und die also “Think Blue.” schlichte sondern, endlich weil Sache vollem unter auch vorbei. Dank dem nur Frage seit und sollten nein verschaff t werden “Think Blue.” können Jene geraten.

Dunt non Ullaor.

“Think Blue.” is not accentuated in blue in either introductory texts or copytext.

35 Information chartsTransparency, clarity, simplicity

Information charts are the key to presenting complex content in an understandable format. The information charts for “Think Blue.” are clearly laid out and easy to understand.

300

200

100

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36 Information chartsExamples

1. Leuismod 2. Nonummyl 3. Adolorel


27

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The layout of information charts is based on the rules that also apply to information charts for the Volkswagen brand. The defi ned blue shades are available for the colour scheme of the data fi elds. If these four blue shades are insuffi cient, grey shades from the Volkswagen secondary colour range may also be used.

Further information on Volkswagen information charts can be found in the Volkswagen CD-Net under www.volkswagen-marketing.com/basic/infochart/index_en.htmlUser: Volkswagen, password: Identity

37 PictogramsSmall symbols, big impact

Pictograms are used to present complex content vividly and to simplify communication. They are therefore excellently suited to “Think Blue.”.

38

Illustrative pictogramsOn one hand, pictograms are used for purely illustrative and decorative purposes within the various topics, thus helping to diff erentiate the brand from its competitors. The topics concerned relate to sustainability, ecology, economy, people, the environment etc. Pictograms can also help to illustrate information charts.

Functional pictogramsOn the other hand, there is a second pictogram level that off ers the customer guidance. These pictograms have a functional signifi cance. They are used uniformly across all media (web, print, guidance systems etc.).

NoteThe pictograms were developed based on the pictograms described in the Volkswagen CD-Net and are only used in conjunction with “Think Blue.”.

PictogramsDefi nition

39

Pictograms are composed of lines in two diff erent thicknesses. The design of the pictograms is based on a layout grid of squares. The size, alignment and line weight are based on this grid. The pictograms are designed on a grid of 50 × 50 units. The thinner line corresponds to one grid unit and the thicker line to two grid units (1/50 and 2/50).

For pictograms with extreme portrait or landscape dimensions, the grid may be expanded to the left/right or upwards/downwards.

Using linesThe path of lines is based on the grid. However, curves and rounded sections do not need to be aligned exactly with the grid. Corners may be either rounded or angular.

Refl ectionThe curve of the refl ection always faces upwards. The distance from the outside line is one grid unit.

ColoursThe colours used for pictograms are normally as follows:– Lines: PANTONE® 295 – Inside area: 60 % PANTONE® 299– The refl ection has the following colours:

Special colour: 45 % PANTONE® 299 CMYK: 36,0,0,0 | RGB: 179,231,249 | sRGB: #B3E7F9

– Refl ection on the ground:Gradation from 15 % black to white

PictogramsDesign

Line thickness 2/50

Line thickness 1/50

Refl ection

Pictograms may be reflected on the ground.

40

Pictograms may be reflected on the ground.

Shadows are not used.

PictogramsExamples


They may furthermore be positioned on blue backgrounds (60 % PANTONE® 299).

Coloured areas may not be designed in other colours.

For small illustrations, the pictograms are shown in one colour or, in exceptional cases, in 100 % PANTONE® 299.

Pictograms can help to illustrate information charts.

Pictograms are designed in the defined blue shades.

in city traffi c

Savings potential

Linear pictograms may also be used in special cases. In this case the lines are in one of the defined blue shades.

5 %

41 Picture style and content

“Think Blue.” is part of the Volkswagen brand. As a result, the picture style across all channels should also be image-forming, stand out from the competition and comply with the brand’s defi ned picture style. The tonality is primarily human, congenial, authentic and clear.

The goal is an emotionally appealing and unambiguous communicative style; people are at the forefront. Illustrations show the product to be dynamic and of high quality, without appearing too technical.

The world of “Think Blue.” is never negative, threatening or artifi cial. For this reason, dark, sterile and overly technical illustrations are not used.

“Think Blue.” stands for clarity and approachability. Overlays should therefore appear on a white background. The overall mood is reduced and clear. Chrome-coloured backgrounds are too technical; misty backgrounds do not refl ect cleanliness and clarity.

Further information on the Volkswagen picture style can be found in the Volkswagen CD-Net under www.volkswagen-marketing.com/basic/basic_elements/image_style/index_en.htmlUser: Volkswagen, password: Identity

The picture world for “Think Blue.” is currently

being revised. The pictures for the “Ecology meets

economy” campaign are no longer in use.

4Applications

In order to simplify the “Think Blue.” design process, we have compiled the following dimensions for the most important media.

43 ApplicationsBasic details

DimensionsThe diameter of the Volkswagen logo depends on the format and the given width of the white frame. The logo is always twice as wide as the frame.

For the dimensions this means: Logo diameter = 2 xWhite frame = 1 x

2 x

1 x

1 x

© Volkswagen AG VM MarketingBrieff ach 11/19650 38442 Wolfsburg

Stand: Februar 2010 Artikel-Nr. 078.3200.09.01

Choice of materialsWhen choosing materials, e. g. papers, it should be ensured that the most environmentally friendly products are selected.

Certifi cation symbols, e. g. “FSC” or “Carbon-neutral printing”, can be used as logos on brochures beneath the sender information.

Certification symbols on the back of a brochure

44 ApplicationsAdvertisements | Formats larger than DIN A5

On advertisements of any format, the “Think Blue.” logotype is fl ush left below the headline and any copytext. The logotype is normally centred in relation to the Volkswagen logo. If there is insuffi cient space, it can also be aligned with the lower edge of the Volkswagen claim. The width of the logotype is 4 x.


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Strapline

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at least x

at least 0.5 x

x

2 x

2 x

x

2 x 2 x 2.5 x4 x


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x

2 x

2 x

x

2 x 2 x 2.5 x4 x

Further information on Volkswagen advertisements can be found in the Volkswagen CD-Net under www.volkswagen-marketing.com/applications/advertising/advertisements/index_en.htmlUser: Volkswagen, password: Identity

45 ApplicationsAdvertisements | DIN A5 formats and smaller

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Strapline

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Headline

at least x

at least 0.5 x

x

2 x

2 x

x

2 x 2 x 2 x4 x

On advertisements in the DIN A5 format or smaller, the distance between the Volkswagen logo and the right edge is reduced to 2 x.

Note on the web addressThe web address is available for Germany and the English-speaking countries:– www.volkswagen.de/thinkblue – www.volkswagen.com/thinkblue For other countries, availability must be checked on a case by case basis.

46 ApplicationsAdvertisements | Note

*Polo BlueMotion, 1,2-l-TDI, 55 kW (75 PS), Dieselpartikelfilter, Kraftstoffverbrauch, l/100km, innerorts 4,0/außerorts 2,9/kombiniert 3,3; CO2-Emission, kombiniert 87g/km. Abbildung zeigt Sonderausstattung gegen Mehrpreis.

Innovative Technologien wie Bremsenergie-Rückgewinnung, optimierte Aerodynamik oder

Start-Stopp-System machen den Polo BlueMotion® zum sparsamsten Fünfsitzer der Welt.

Das heißt für Sie: nur 87g CO2/100km und nur 3,3 Liter Verbrauch – aber Platz für 4 Mitfahrer.

Mehr Informationen zu „Think Blue.“ erhalten Sie unter: www.volkswagen.de/thinkblue


If “Think Blue.” is cited prominently in the headline, the logotype is not positioned centred in relation to the logo. The BlueMotionTechnologies logo may be used below the copytext.

The headline or logotype is placed on a white background for maximum legibility.

47 ApplicationsPosters


Headline

x

2 x

2 x

2 x

x

2 x2 x2 x 5 x

The position of the Volkswagen logo determines where the “Think Blue.” logotype is located on the poster. The logotype is always centred vertically in relation to the Volkswagen logo.

Logotype at the bottom: at a distance of 2 x from the left format edge; its width is 5 x. Logotype at the top: at a distance of 2 x from the left format edge; its width is 5 x.


Headline

x

2 x

2 x

1.5 x

x

2 x 2 x2 x5 x

Further information on Volkswagen posters can be found in the Volkswagen CD-Net under www.volkswagen-marketing.com/applications/advertising/posters/index_en.htmlUser: Volkswagen, password: Identity

48 ApplicationsPosters with information text

Information text aliquating eraesed od ming esto eum velenit ver si bla feu quisl illa alissequi et nostrud tationu lluptatue molore velit, veniat. Ut exerit alis nonsendit in hendrem nostis nostrud doleniam quisit la accumsa ndignibh o tinci blam,

velendit incidunt augue feu faci et volorperatet alit incinibh esed molenim dolorpe riuscillummy nos eros ea faccum zzrilla ndreet, quipit velis enim quam quiscilla conse te dit acipit augiat wis augiat.


Headline

x

2 x

2 x

2 x

x

2 x 2 x2 x5 x

49 ApplicationsPosters | Note

Lorem ipsum dolor Sit. Think Blue.

*xxx kW (xxx PS), Kraftstoffverbrauch, l/100 km innerorts x,x-x,x/außerorts x,x-x,x/kombiniert x,x-x,x/CO2-Emission xxx-xxx g/km.


If “Think Blue.” is cited prominently in the headline, the logotype is not positioned centred in relation to the logo.

The BlueMotionTechnologies logo may be centred vertically in relation to the Volkswagen logo.

The headline or logotype should be placed on a white background. If it is in the picture area, an overlay may be used, for example.

*Polo BlueMotion, 1,2-l-TDI, 55 kW (75 PS), Dieselpartikelfilter, Kraftstoffverbrauch, l/100km, innerorts 4,0/außerorts 2,9/kombiniert 3,3; CO2-Emission, kombiniert 87g/km. Abbildung zeigt Sonderausstattung gegen Mehrpreis.


Think Blue.

Sichern Sie sich den Weltrekord: 87g CO₂/km*und Platz für fünf. Der Polo BlueMotion®.Innovative Technologien wie Bremsenergie-Rückgewinnung, optimierte Aerodynamik oder Start-Stopp-System machen den Polo BlueMotion® zum sparsamsten Fünfsitzer der Welt.Das heißt für Sie: nur 87g CO2 /100km und nur 3,3 Liter Verbrauch – aber Platz für 4 Mitfahrer.Mehr Informationen zu „Think Blue.“ erhalten Sie unter: www.volkswagen.de/thinkblue

50

Lorem ipsum dolor sit amet consectetuer

Lorem ipsum dolor sit amet consectetuer

Lorem ipsumdolor SitAmet uscinis. Think Blue.

x

x

x

x

2 x

2 x

2 x

4/3 x

1.5 x

1.5 x

2 x

2 x

4 x

4 x

ApplicationsFlyer front

On the front of fl yers, the “Think Blue.” logotype is positioned above or below the picture area and is centred vertically in relation to the Volkswagen logo.


Further information on Volkswagen print media can be found in the Volkswagen CD-Net under www.volkswagen-marketing.com/applications/print/basic_print/index_en.htmlUser: Volkswagen, password: Identity

51


Lorem ipsumdolor Sit.Think Blue.


x

x

x

x

2 x

2 x 2 x

2 x4 x

4 x 2.5 x

2.5 x

2 x

2 x2 x

1.5 x

ApplicationsBrochure cover

On the front cover of brochures, the “Think Blue.” logotype is positioned above or below the picture area and is centred vertically in relation to the Volkswagen logo. Like the headline, it maintains a distance of 2 x from the left format edge.


Further information on Volkswagen print media can be found in the Volkswagen CD-Net under www.volkswagen-marketing.com/applications/print/basic_print/index_en.htmlUser: Volkswagen, password: Identity

52 ApplicationsPowerPoint title slide

In PowerPoint presentations, the logotype may be centred visually on the picture area of the title slide. The distance to the left edge corresponds to the distance between the headline and the left edge.

Alternatively, the “Think Blue.” logotype is used as a headline.

The content slides correspond to the Volkswagen presentation templates.

Further information on presentations can be found in the Volkswagen CD-Net under www.volkswagen-marketing.com/applications/offi ce/presentation/index_en.htmlUser: Volkswagen, password: Identity

Headline

Sub-headline

Think Blue.

Sub-headline lorem

53 ApplicationsPress release

In press releases, the logotype is positioned above the headline at a suffi cient distance from the header.

Seite 1 von 1 Nr. /2009

Headline 1 Arial 14 Punkt Fett

Headline 2 – Arial 12 Punkt Fett

Fließtext Arial 11 Punkt

54

In pop-up windows and web specials, the “Think Blue.” logotype is positioned above the stage in the white space. It is centred in relation to the Volkswagen logo and is the same distance from the right format edge as the Volkswagen logo is from the left format edge. It has a width of 125 px.

ApplicationsInternet marketing

Further information on digital media can be found in the Volkswagen CD-Net under www.volkswagen-marketing.com/applications/digital/basic_digital/index_en.htmlUser: Volkswagen, password: Identity

50 px 125 px

55

There are many diff erent versions of Volkswagen exhibition stands. The positioning of the logotype can therefore be adapted to the individual situation. As an exception, the logotype on exhibition stands has a width of 6 x so as to make an impact from a distance. As a basic rule, the logotype is centred vertically in relation to the Volkswagen logo, and there must be a minimum distance of 6 x between the logotype and the Volkswagen logo.

2 x6 x at least 6 x

There must be sufficient distance between the logotype and the Volkswagen logo.

Specimen positioning of the logotype on the rear wall of an exhibition stand

ApplicationsExhibition stand

56

On fl ags, “Think Blue.” is always set on one line and rotated vertically. The logotype may also appear in white on a blue background.

A fl ag displaying the “Think Blue.” logotype is always positioned together with a fl ag displaying the Volkswagen logo.

ApplicationsFlags

Further information on Volkswagen fl ags can be found in the Volkswagen CD-Net under www.volkswagen-marketing.com/applications/miscellaneous/fl ags/index_en.htmlUser: Volkswagen, password: Identity

57

Use of the logotypeOn promotional materials, the logotype is positioned on blue or white backgrounds. The positive or negative version of the logotype is used accordingly. The logotype may be large and striking or restrained, depending on whether or not the application is promotional and designed to attract attention. If the logotype is on a blue background, the background must be as close as possible to 60 % PANTONE® 299.

Use of the Volkswagen logoThe three-dimensional logo is used and is always shown on a white background. If high-quality production of the logo is not possible, the line version of the logo may be used.

The logo is normally used in a restrained manner in order to emphasize the “Think Blue.” logotype.

ApplicationsPromotional materials

58

At trade fairs and events, the clothing worn by “Think Blue.” employees can be distinguished by use of the logotype and the Volkswagen logo. The style of clothing must be appropriate to the event. The use of sustainably produced clothing refl ects our responsible attitude towards the environment in this area as well.

Clothing colours The principal colour of “Think Blue.” is 60 % PANTONE® 299; the applications appear light and bright. For this reason, clothing should be predominantly in 60 % PANTONE® 299 and in white.The other blue tones should only be used for clothing that does not show either the “Think Blue.” logotype or the Volkswagen logo, e. g. trousers and shoes.

Volkswagen logoThe Volkswagen logo appears in a restrained manner. The 3D version of the Volkswagen logo is used and may only be positioned on a white background.

Information on the colours– PANTONE® 299 corresponds to PANTONE® 16-4530 TPX Aquarius

(used for the positive logotype)– 60 % PANTONE® 299 corresponds to PANTONE® 13-4411 TPX Crystal Blue

(used for coloured areas)– PANTONE® 295 corresponds to PANTONE® 19-3938 TPX Twilight Blue

ApplicationsClothing | Basic details

59

– Cap in two colours: white and 60 % PANTONE® 299– Optional neck scarf in 60 % PANTONE® 299

– White t-shirts and jackets (Ensure that employees are always wearing the same colours.)

– Trousers in 60 % PANTONE® 299 are preferred– White trousers and trousers in PANTONE® 295 may

also be worn

– The colours of shoes should correspond to one of the “Think Blue.” colours (white, 60 % PANTONE® 299, PANTONE® 295)

ApplicationsClothing | Sample applications

60 Contact

The CD-Net contains our comprehensive corporate design guidelines which are particularly important for your agencies and service providers. Please always pass on the following URL address when awarding contracts:

www.volkswagen-marketing.comUser: VolkswagenPassword: Identity

Liability noticePlease note that the pictures used in the guidelines must not be used in advertising or for other purposes unless the relevant rights to these pictures have been obtained in advance. The granting of these rights is not part of the services provided by MetaDesign. The customer must obtain the rights separately.

Pictures can be obtained from the usual picture agencies or from the Volkswagen marketing database at www.volkswagen-marketing-database.com.

Contact persons

Volkswagen AktiengesellschaftMarkenmanagement, -strategieMarke VolkswagenBrieff ach 196938436 Wolfsburg

Dörte Hartmann-KerlPhone +49 (0)5361 [email protected]

Michael KoehlerPhone +49 (0)5361 [email protected]

VW thinkblue guidelines

Documents

Transcript of VW thinkblue guidelines