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BRAND GUIDELINES WADE’S WAGENS BRAND GUIDELINES

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a letter from owen wade This brand is not just our logo. This brand is our family and our community. Because family is the most important thing to me, it has become the foundation for our shop. My son and I built the Wade’s Wagens brand, and it’s my personal goal to see that it is always a representation of our family. These guidelines are important to the livelihood and culture of our brand, because without a guardrail to keep the car on the road – all pun and metaphor intended – there is no solid representation of our business, our family, and what we do for our community. We don’t just fix cars, we repair and care for our entire community’s collection of classic Volkswagen vehicles. It’s our mission and goal to provide the most supreme service while keeping our family-first culture. So please, if there’s one thing you can remember when it comes to Wade’s Wagens, it’s to follow these guidelines, and keep the tradition of our brand true.

Owen Wade Owner | Co-Founder Wade’s Wagens 2


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HISTORY Over thirty years ago, Wade’s Wagens was just a new auto repair shop opening up to service the Volkswagen brand. With a love for Volkswagen’s since the beginning, Owen Wade grew up around the birth and growth of the VW brand. From the first model in Germany in 1938, to the all the Volkswagen models that exist today, Wade knew he had a love for the make. He extended his passion for these cars onto his son, Jackson. As he grew, so did the love of the Volkswagen. In 1982, Wade’s Wagens was born. From that day through to the present, the Wade’s Wagens shop prides itself on providing only the best classic VW auto services to its community.

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our mission Keeping the classic Volkswagen culture alive by providing exceptional service and auto repairs to our Volkswagen community in Rhode Island and beyond.

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The Beetle beat out the Model-T for the most highly produced car in history.

16 MILLION UNITS IN 1973

UK BEETLE US BUG KÄFER GERMANY PETA BOLIVIA PONCHO CHILE FOXY PAKISTAN BOGÁR  HUNGARY


The VW Group is made up of 12 brands including Volkswagen, Audi, Bentley, and Porsche.

everything you need to know to be a true wagen aficionado TYPE 2 MICROBUS The VW Type 2 Microbus was manufactured from 1950 to 2013, making it the “oldest continuous production vehicle in the world.”

The first Volkswagen Type 1 was known originally as the “people’s car” because of its accessibility to the people.

The Guinness record for the most people fit into a single Volkswagen Type 1 Beetle is 57 people.

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calvin holland CUSTOMER FOR OVER 20 YEARS

I couldn’t imagine having my cars serviced at any other auto shop in Rhode Island. I have been taking my classic Volkswagens to Wade’s Wagens since I first started collecting. He always takes such good care of each and every car he services. The Wade’s paramount service is what brings me back time and time again. Sometimes, I would say I spend a little too much time there, as Owen and his son have become friends of mine over the last twenty-some years. You would be doing your classic Volkswagen a disservice if you brought it anywhere else but the Wade’s Wagens shop.

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eddie wells CUSTOMER SINCE 2012

The love for my Volkswagen started right after my seventeenth birthday. It was totally by accident too. I had just gotten my driver’s license and was so eager to get myself a car that I bought the first one that ran, could drive home, and afford. That just so happened to be an older VW model Beetle. It needed some work, and my dad knew of Wade’s Wagens, so he sent me there. At the time I didn’t know how much I would love that car. The love I have for that car, is partially because of Owen Wade and his amazing service to it over the years. He treats every Volkswagen as if it is his own, and there’s nothing better than a mechanic that treats you and your car like part of the family.

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WADE’S WAGENS BRAND GUIDELINES

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savannah hale

CUSTOMER SINCE 2016 My dad and I have been working on his classic

Volkswagen ever since I can remember. He has taken his cars to get serviced at Wade’s Wagens from the time he got his very first one, a VW Microbus. Owen helped him restore the bus and we used to take it on roadtrips and camp out in the back. That Microbus was such an unforgettable part of my childhood, that when I finally found my first vintage VW, I knew I needed to take it to Wade’s Wagens. It’s pretty much a family tradition now, started by my father and I, and one that I will try to pass on to my kids when I start my own family.

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VOLKSWAGENS ARE THE PEOPLE’S CAR – LUCKILY, I’M A PEOPLE PERSON. OWEN WADE

CO-FOUNDER | WADE’S WAGENS

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BRAND GUIDELINES everything you need to know

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The clear space is the height of the Wade’s Wagens “W” within the logo.

LOGO AT 3.5”


our logo

SIZING AND CLEAR SPACE

The sizing for the logo should never be less than 2” in height. Any smaller, and the quality of typography within the logo suffers, making the it unreadable. Maintaining the clear space of our logo is important. We want to be sure that nothing surrounding the logo will distract from its form. The clear space is represented by the corresponding height of the “W” from the typography within the logo.

LOGO AT 2”

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PRIMARY LOGO ON WHITE

COLOR VARIATIONS 20

CHARCOAL GREY ON MINERAL BLUE

CHARCOAL GREY ON SAND


our logo

VARIATIONS AND ALTERNATIVES

When using variations in the color logo, stick to the Charcoal Grey knockout with the two brand colors showed on the previous page. Do not knockout the logo in white, it creates too much creep in the counters of letterforms and other shapes within the logo. See an example on the next page. Alternative logos on this page can be used when the

ALTERNATIVE LOGO WITH TAGLINE

primary logo may not be appropriate. For example, a perfect time to use an alternative logo would be for unusual applications, like our neon sign which can be seen later on in these guidelines. Use of the alternatives are also necessary for applications where a logo is needed smaller than 2” in height.

ALTERNATIVE LOGO WITHOUT TAGLINE

ALTERNATIVE LOGOS WADE’S WAGENS BRAND GUIDELINES

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our logo

IMPROPER LOGO USAGE When using variations in the color logo, stick to the Charcoal Grey knockout with the two brand colors

A. Do not knockout the logo

showed on the previous page. Do not knockout

B. Do not stretch or distort the logo

the logo in white, it creates too much creep in the

C. Do not rotate the logo

counters of letterforms and other shapes within the logo. See an example on the next page. Alternative logos on this page can be used when the primary logo may not be appropriate. For example, a perfect time to use an alternative logo would be for unusual applications, like our neon sign which can be seen later on in these guidelines. Use of the alternatives are also necessary for applications where a logo is needed smaller than 2� in height.

D. Do not add extra effects, such as a drop shadow, to the logo E. Do not remove elements from the logo lockup F. Do not use color variations other than the ones specified G. Do not resize individual elements within the logo H. Do not outline the logo

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A

E

B

F

C

D

G

H

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typography OUR BRAND TYPEFACES

RIFT SOFT

PRIMARY TYPEFACE Rift Soft is used for almost all primary and header text. It is also used for the brand text within the Wade’s Wagens logo. rift soft does not have a lower case, so it should not be used for larger bodies of text.

Rift soft regular ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890,.?!@#& Rift soft medium ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890,.?!@#& Rift soft demi ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890,.?!@#& Rift soft bold ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890,.?!@#&

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GOTHAM

SECONDARY TYPEFACE Gotham is used for all secondary text, body copy, quotes, and descriptions because of its readability. It can be used larger on occassion for emphasis to give a visual break from Rift Soft.

GOTHAM REGULAR ABCDEFGHIJKLMNOPQRS TUVWXYZ 1234567890,.?!@#& GOTHAM MEDIUM ABCDEFGHIJKLMNOPQRS TUVWXYZ 1234567890,.?!@#& GOTHAM BOLD ABCDEFGHIJKLMNOPQRS TUVWXYZ 1234567890,.?!@#& GOTHAM BLACK ABCDEFGHIJKLMNOPQRS TUVWXYZ 1234567890,.?!@#&


Brand colors

PRIMARY & SECONDARY COLOR PALETTE

MINERAL BLUE

HEX CMYK RGB PMS

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97BCC6 41/14/18/0 151/189/199 120-9

SAND

HEX CMYK RGB PMS

EEE0C2 6/9/25/0 238/225/194 9-1

CHARCOAL GREY

HEX CMYK RGB PMS

2D2F35 74/67/58/58 46/47/53 173-16


RUSTED MAUVE

HEX CMYK RGB PMS

C39797 24/43/33/0 191/151/151 64-11

SLATE BLUE

HEX CMYK RGB PMS

5E8697 67/38/33/1 95/134/151 7696

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photography OUR BRANDED PHOTO STYLE

Our brand photography has a certain look and feel. First, we want to keep our vintage vibe throughout, so our photography is mainly black and white. Some photos include color or have colors associated with our brand that can be masked to show those colors in addition to the black and white. Photos should include noise. If the photos were take at the right settings, noise wouldn’t play a huge role. If the photos are too sharp, adding a noise filter would work well. For content, any classic VW photos, shots of our shop, and similar shots of brand applications are acceptable.

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Brand voice HOW WE TYPE AND TALK

You probably picked up on how our brand voice sounds. We’re casual and conversational, because sometimes its hard to talk about the technical side of the auto-mechanic business. We focus on a family first atmosphere at the shop, and that’s how we want our brand materials to sound as well. From our invoices to our actual voices when we speak to our customers in the shop, we want everything to be cohesive and comfortable.

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TALK TO OUR CUSTOMERS LIKE YOU’D WANNA BE TALKED TO. YOU KNOW, GOOD CONVERSATION BRINGS GOOD CUSTOMERS. WADE’S WAGENS BRAND GUIDELINES

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custom applications IN-SHOP CUSTOM NEON SIGNAGE AND PATCHES These logo applications are examples of when to utilize the design of an alternative to the logo. For the neon sign (left), the primary logo would not have worked. The small shapes within the outer containing circle that add dimension to the large logo would only complicate the sign here. These lines were also removed for the patch design, as the intricate linework may have complicated production. For these applications in particular, it was essential that a simplified version of the logo, like an alternative, be used.

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Stationary set

The branded stationary for Wade’s Wagens was designed using the rules stated in the guidelines.

Standard Letterhead 81/2” x 11”

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Envelope Seal Label 2” Diameter

#10 Standard Business Envelope 41/8” x 91/2”

Standard Business Card 31/2” x 2”

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FOR EDUCATIONAL PURPOSES ONLY

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