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MASERATI  |   STYLE GUIDE the absolute opposite of ORDINARY


|   CONTENTS

TONE

1

LOGO

2

COLOR PALETTE

5

TYPEFACE

6

PHOTOGRAPHY EXAMPLES

7

INCORRECT USAGE OF PHOTOGRAPHY

9

PRINT

10

OUT OF HOME

12

WEBSITE

14

DIGITAL BANNERS

15

LEGAL CONSIDERATIONS

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|   TONE

BOLD. CONFIDENT. ELEGANT. UNCONVENTIONAL. MASERATI IS A CAR THAT IS THE ABSOLUTE OPPOSITE OF ORDINARY, AND OUR VISUAL COMMUNICATION WILL ECHO THAT THOUGHT THROUGHOUT. THE PHOTOGRAPHY IS DISTINCT AND CONFIDENT. GORGEOUS HIGH END CAR IMAGERY. UNEXPECTED ANGLES. INTRICATE CAR DETAILS. THE CAR WILL BE PORTRAYED AS A CLEAR CONTRAST TO A MUNDANE WHITE WORLD. THE OVERALL LAYOUT IS MODULAR AND ALLOWS TO HIGHLIGHT THE CAR AND A UNIQUE CAR DETAIL. THE MEDALLION IS AN OMNIPRESENT REMINDER OF THE LEGENDARY MASERATI BRAND, LENDING IT A SENSE OF PLACE AND ESTABLISHMENT. THE BODY COPY IS DESIGNED TO EVOKE AN EDITORIAL FEEL. THE WHITE BORDER SURROUNDING THE IMAGERY PROVIDES A DEDICATED AND UNIQUE SPACE FOR THE MASERATI LOGO, LIKE A GALLERY PIECE HUNG IN A WHITE SPACE. LIKE THE CAR ITSELF, THE BLACK MASERATI LOGO WILL STAND OUT BOLDLY FROM THE WHITE WORLD. ALL OF THESE TECHNIQUES COMBINED, WILL GIVE THE AD A CURATED AND MODERN LOOK, CREATING A STRONG POINT OF VIEW THAT REINFORCES THE BRAND ETHOS.


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|   LOGO

THE NEW LOGO IS A 3D BLACK ON BLACK PHOTOGRAPHIC MEDALLION. THIS LOOK SHOULD BE MAINTAINED THROUGH ALL MEDIA. THE CENTURY LOGO SHOULD BE USED FOR ALL MATERIAL RELATING TO THE 100 YEAR ANNIVERSARY OF MASERATI. FOR EVERYTHING ELSE USE THE MODENA VERSION.

CROPPING GUIDELINES THE MEDALLION SHOULD BE CROPPED IN ON ALL FOUR SIDES PAST THE CIRCULAR BORDER. ALL ELEMENTS, INCLUDING NUMBERS AND TEXT, SHOULD BE LEGIBLE.

HIGH CONTRAST A HIGHER CONTRAST BETWEEN THE FACE AND BACKGROUND TO ENSURE LEGIBILITY IN HARDER-TO-READ MEDIA SUCH AS OUT OF HOME AND SMALL SPACE.

REGULAR A LOW CONTRAST VERSION SUITABLE FOR PRINT AND MERCHANDISING

FPO MODENA

CENTURY

FPO MODENA

CENTURY


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|  LOGO: DIGITAL USAGE

HIGH CONTRAST FOR ALL DIGITAL USAGE, THE HIGH CONTRAST VERSION OF THE LOGO SHOULD BE USED FOR OPTIMAL LEGIBILITY

SHAPE / SIZE THE LOGO SHOULD NOT APPEAR SMALLER THAN 110 PIXELS W X 90 PIXELS H TO ACCOMODATE THIS SIZE FOR OPTIMAL PLACEMENT, THE LEFT SIDE OR TOP ANGLE CAN BE MADE FLAT


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|   LOGO EXAMPLES OF LOGO APPLICATIONS THE 2D VECTOR LOGO WILL BE USED TO CREATE REAL LIFE 3D REPRESENTATIONS OF THE PHOTOGRAPHIC MEDALLION LOGO, SUCH AS KEY CHAINS, BADGES ON COATS, SHOES ETC. IT SHOULD ONLY BE USED IN PRINTING IN EXTREME CASES ONLY WHERE THE 3D LOGO IS NOT APPLICABLE.

2D VECTOR LOGO


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|   COLOR PALETTE PRIMARY COLORS BLACK AND WHITE ARE THE TWO PRIMARY COLORS FOR THIS CAMPAIGN. THEY SHOULD BE USED FOR THE MAJORITY OF COMMUNICATIONS. THIS IS TO CREATE CONTRAST AND ENSURE LEGIBILITY OF TYPE.

BLACK CMYK 0/0/0/100 RGB 0/0/0

ACCENT COLOR RED SHOULD BE USED VERY, VERY SPARINGLY. ONLY IN THE ANGELED DIVIDER, OR AS A SMALL REFERENCE TO THAT. IT IS A SMALL SUBTLE POP.

MASERATI RED CMYK 0/100/100/0 RGB 237/28/36

WHITE CMYK 0/0/0/0 RGB 255/255/255


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|   TYPEFACE THE TYPEFACE OF MASERATI IS TSTAR. IT SHOULD BE USED WHENEVER POSSIBLE TO ENSURE BRAND CONTINUITY. TO SEE THE APPLICATIONS OF THE TYPEFACE TO TYPE TREATMENTS, SUCH AS HEADLINES, BODY COPY, OR CALL OUTS, PLEASE SEE THE APPROPRIATE SECTION OF THE GUIDELINES.

TSTAR LIGHT

TSTAR LIGHT ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

TSTAR REGULAR

TSTAR MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

TSTAR MEDIUM ITALIC

TSTAR BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

TSTAR BOLD ITALIC

TSTAR HEADLINE

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()


|   PHOTOGRAPHY EXAMPLES

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|   PHOTOGRAPHY EXAMPLES DETAIL PHOTOGRAPHY

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9

|   INCORRECT USAGE OF PHOTOGRAPHY

PUT A COLORED CAR INTO THE WHITE WORLD

DO NOT USE A COLORED BACKGROUND


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|   PRINT

THE KEY TO AN EXTRAORDINARY LIFE IS QUITE LITERALLY A KEY. THE ABSOLUTE OPPOSITE OF ORDINARY | MASERATIGHIBLI.US

INTRODUCING THE ALL-NEW MASERATI GHIBLI WITH 8-SPEED AUTOMATIC TRANSMISSION AND AVAILABLE Q4 INTELLIGENT ALL-WHEEL DRIVE WITH A 404 HORSEPOWER V6 ENGINE. MASERATI GHIBLI S STARTS AT $65,600.* MASERATI OF MANHATTAN 619 WEST 54TH STREET, NEW YORK, NY, 10019 888.772.7051 WWW.MASERATINYC.COM

*Maserati Ghibli S base MSRP $65,600, not including dealer prep and transportation. Dealer price may vary. Taxes, title and registration fees not included. © 2013 Maserati North America, Inc. All rights reserved. Maserati and the Trident logo are registered trademarks of Maserati S.p.A. Maserati urges you to obey all posted speed limits.

WHITE BORDER ALL AROUND

HEADLINE 1: TSTAR BOLD ITALIC HEADLINE 2: TSTAR HEADLINE

TAGLINE: TSTAR HEADLINE TSTAR MEDIUM ITALIC | TSTAR MEDIUM ITALIC

BODY COPY: TSTAR BOLD DEALERSHIP - TSTAR HEADLINE WEBSITE - TSTAR MEDIUM ITALIC

BORDER AT AN ANGLE

MEDALLION LOGO ART

RED STRIPE MODEL LOGO

DETAIL PHOTOGRAPH

MEDALLION CROP AT AN ANGLE


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|   PRINT BORDER AT AN ANGLE

DETAILPHOTOGRAPH

WHITE BORDER ALL AROUND

THE ABSOLUTE OPPOSITE OF ORDINARY | MASERATIGHIBLI.US

INTRODUCING THE ALL-NEW MASERATI GHIBLI WITH 8-SPEED AUTOMATIC TRANSMISSION AND AVAILABLE Q4 INTELLIGENT ALL-WHEEL DRIVE WITH A 404 HORSEPOWER V6 ENGINE. MASERATI GHIBLI S STARTS AT $65,600.*

BODY COPY - TSTAR BOLD DEALERSHIP - TSTAR HEADLINE WEBSITE - TSTAR MEDIUM ITALIC

HEADLINE 1: TSTAR BOLD ITALIC

HEADLINE 2: TSTAR HEADLINE

s.

TAGLINE: TSTAR HEADLINE TSTAR MEDIUM ITALIC | TSTAR MEDIUM ITALIC

included. posted speed limit stration fees not s you to obey all s, title and regiS.p. A. Maserati urge e may vary. Taxe rks of Maserati n. Dealer pricster and transportatio regi ed tradema are prep er logo deal nt Tride ding Maserati and the $65,600, not inclu rights reserved. li S base MSRP *Maserati Ghiberati North America, Inc. All © 2013 Mas

THE KEY TO AN EXTRAORDINARY LIFE IS QUITE LITERALLY A KEY.

RED STRIPE MODEL LOGO

MEDALLION LOGO ART

MASERATI OF MANHATTAN 619 WEST 54TH STREET, NEW YORK, NY, 10019 888.772.7051 WWW.MASERATINYC.COM

MEDALLION CROP AT AN ANGLE


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|   OUT OF HOME WHITE BORDER ALL AROUND

THE ABSOLUTE OPPOSITE OF ORDINARY THE NEW MASERATI GHIBLI

HEADLINE: TSTAR BOLD ITALIC TSTAR HEADLINE

DESCRIPTOR: TSTAR HEADLINE TSTAR MEDIUM ITALIC

MEDALLION CROP AT AN ANGLE

MEDALLION LOGO ART


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|   OUT OF HOME

HEADLINE: TSTAR BOLD ITALIC TSTAR HEADLINE

MEDALLION CROP AT AN ANGLE

WHITE BORDER ALL AROUND

THE ABSOLUTE OPPOSITE OF ORDINARY THE NEW MASERATI GHIBLI

DESCRIPTOR: TSTAR HEADLINE TSTAR MEDIUM ITALIC

MEDALLION LOGO ART


|   WEBSITE

14

LOGO MEDIALLION IN MARQUEE: SHOULD ONLY BE STACKED WITH CAR DETAIL IF SIZE IS MORE THAN 1/3 OF ALLOTED SPACE

CAR PHOTOGRAPHY: SHOULD BE 2/3 OR MORE OF ALLOTED SPACE

LOGO MEDALLION THUMBNAIL: LOGO TO RIGHT OF CAR PHOTOGRAPHY


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|   DIGITAL BANNERS

300 x 250 HEADLINE 1: TSTAR BOLD ITALIC HEADLINE 2: TSTAR HEADLINE

MAIN PHOTOGRAPHY: AT LEAST 2/3 OF WHOLE BANNER

MASK ANGLE: 96º FROM BOTTOM OF BANNER CTA: ALWAYS INCLUDE A CALL TO ACTION ON END FRAME CTA TYPOGRAPHY: TSTAR HEADLINEFRAME VEHICLE CALL OUT: TSTAR BOLD ITALIC

LOGO MEDIALLION: “HIGH-CONGTRAST” VERSION LOGO SIZING: THE MEDALLION SHOULD NOT BE SMALLER THAN 90 PIXELS H X 110 PIXELS


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|   DIGITAL BANNERS 160 x600

728 x 90

DIVIDER LINE: STRAIGHT TO KEEP A STRAIGHT SIDE FOR MEDALLION MEDIALLION: IN HORIZONTAL FORMAT MEDALLION IS TO THE RIGHT OF MAIN PHOTOGRPHY MASK ANGLE: -4.5 DEGREE MEDALLION: IN VERTICAL FORMAT MEDALLION IS STACKED ON TOP MEDALLION SIZE: SHOULD TAKE UP FULL WIDTH OF UNIT DIVIDER LINE: FLAT TO KEEP A STRAIGHT SIDE FOR MEDALLION

MASK ANGLE: -4.5 DEGREE


|   LEGAL CONSIDERATIONS

*Maserati Ghibli S base MSRP $65,600, not including dealer prep and transportation. Dealer price may vary. Taxes, title and registration fees not included. © 2013 Maserati North America, Inc. All rights reserved. Maserati and the Trident logo are registered trademarks of Maserati S.p.A. Maserati urges you to obey all posted speed limits.

TYPEFACE: AKZIDENZ-GROTESK PRO LIGHT CONDENSED SIZE: 10 PT LEADING: 9 PT COLOR: 70% BLACK

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Maz style guide 112513  
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