MOTO Corporate Identity

Moto is redefining the car industry.

Moto is redefining the car industry. Inspired by the smart tools and great service offered in industries across the globe, we have set out to create an easy-to-use, multifunctional platform that addresses every aspect of owning and using a car. From purchasing to servicing, parking to shipping and selling, we offer our consumers a variety of connected services that can be accessed from the comfort of their own home. We provide unlimited support and the best quality of care to empower our consumers. Trust, simplicity and transparency are our standards. We are determined to make every car-related experience enjoyable and carefree. At the end of the day, we want our consumers to focus on what is most important: reaching their destination as easily and comfortably as possible.

The starting point for the Moto brand universe is the main logo. The logo sets the tone for all Moto related activities. It consists of a custom typeface and the Moto Wheel.

The Moto brand consists of a wide ran ge of services and sub-brands, all with their own sublabel logo's (see page 14).

Arabic

Moto is a global brand that should communicate clearly with both Western and Arabic audiences.

The identity includes a version of the logo in Arabic. All the rules specified in this styleguide also apply to this variati on of the logo.

Logo Elements

1. Primary logo

This is the main version of the logo, it is used in all levels of communication. Application can range from anything to stationary to signing or branding individu al products and services. The primary logo can be used in brand context and on it's own in third party applications.

2. Moto Wheel

The Moto Wheel represents the entire Moto brand in a nutshell: a postive, dynamic and mobile symbol. The Wheel acts as a repre sentation of the entire Moto brand universe and is used for navigation and branding purposes. It is never used on its own, but always in a Moto-branded environment (web site, campaign, etc).

Logo Characteristics

A quick look at some important features of the logo:

1.

21st century brand

The Moto Wheel is divided in two halves to suggest movement and progress. The halves are separated at an exact angle of 21 degrees: a reference to a brand with its roots firmly in the present century.

2. Hard lines, soft edges

The Moto typeface gets its distinct look by combining both smooth and sharp curves.

The characteristic shapes and angles in the Moto logo form a base for the rest of the identity, as described on pages 17 — 19.

2.

Logo Margins

The Moto logo needs space around it to optimally communicate. It is not allowed to place any shapes or image material within these boundaries in order to keep the logo legible and clear.

Logo Color variations

For a global brand, flexibility is crucial. The Moto logo can be used in a number of color variations and backgrounds.

The logo is tweaked for legibility and visual balance in all of these configu rations.

Improper use

To ensure brand value and consistency across all services and platforms, proper usage of the logo is key. Following are a few examples of improper use of the logo:

1. Rotation in relation to the surroun ding content. 2. Disproportionate scaling 3. Adding drop-shadows 4. Changing the angle of the Moto wheel. 5. Outlining the logo 6. Using colors other than the ones specified in this document.

Logo Application

The following examples illustrate a selection of options in which the logo is used in a proper manner with regards to color, background and margins.

Subbrands

Products and services form the core of the Moto brand universe.

Each subbrand has its own logo set in two visual weights of the Moto Custom typeface. Each subbrand logo uses two colors.

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Seitan letterpress viral umami drinking vinegar. Gochujang literally whatever craft beer yuccie copper mug man braid thundercats. La croix +1 art party kogi pop-up YOLO activated charcoal distillery tote bag godard fam squid. Portland biodiesel shaman, kombucha disrupt synth letterpress pug literally. Church-key bushwick DIY bitters bicycle rights banh mi tattooed plaid craft beer. Heirloom glossier pinterest mixtape hammock live-edge.

Typography

Line height

line height = 120% font size

Moto Custom Black / Blue

line height = 120% font size

Rent a car

Circular Bold Blue

line height = 120% font size line height = 120% font size line height = 180% font size

Choose your options

Circular Regular Black

Choose your options Circular Bold

line height = 160% font size

Seitan letterpress viral umami drinking vinegar. Gochujang literally whatever craft beer yuccie copper mug man braid thundercats. La croix +1 art party kogi pop-up YOLO activated charcoal distillery tote bag godard fam squid. Portland biodiesel shaman, kombucha disrupt synth letterpress pug literally. Church-key bushwick DIY bitters bicycle rights banh mi tattooed plaid craft beer. Heirloom glossier pinterest mixtape hammock live-edge.

Seitan letterpress viral umami drinking vinegar. Gochujang literally whatever craft beer yuccie copper mug man braid thundercats. La croix +1 art party kogi pop-up YOLO activated charcoal distillery tote bag godard fam squid. Portland biodiesel shaman, kombucha disrupt synth letterpress pug literally. Church-key bushwick DIY bitters bicycle rights banh mi tattooed plaid craft beer. Heirloom glossier pinterest mixtape hammock live-edge.

Circular Book

Circular Book

Curves and angles

A returning feature of the Moto identity is the use of combined smooth and sharp curves.

1. These angles are always used in opposite corners in relation to each other. This treatment can be used to add character to a surface.

2. The minimal size of a surface is always one half soft angle and one half straight angle. 50% 50%

2.

Application

Using the curves and angles in opposite corners, it is possible to create rectangular surfaces in any dimension.

angle

The 21° angle seen in the Moto Wheel also plays a role in the wider identity.

It can be used to create sloping sur faces to use as backgrounds or frame photography with, for example. 21 °

Micro icons

When conveying complex information, using symbols or icons can often be required.

The Moto identity is capable of perfor ming even on the smallest visual scale with a set of icons based on the smooth and sharp curves in the logo. These minimal icons are legible even on small sizes and are especially suited for online and other digital environments.

Moto smile

Moto is a brand that wants to make mobility easier and more care free.

The brand is charged with positivity and can express this through using only the bottom half of the photographic context.

Branding Pay-offs

The Moto brand is based on short, powerful and engaging messages that communicate brand values. These branding systems exists in two directions:

1.

Prefix-moto

Moto improves many facettes of your car related experiences. As such the brand acts as a suffix and enhancement to your own personal experience. This results in a pay-off with a variable|moto construction. Examples are mymo to, wemoto, gomoto, etc.

2. Empowering statement

The services and products offered by Moto empower the consumer and give them more control over their car related experiences. This pay-off direction focusses on short empowering statements playing on the concept of mobility and idealy rhyme with the word Moto. For example you go.

2.

Stationary