VW thinkblue guidelines by Anibal Estrella

L a st

30 Marc u p d a te d :

h 2010

Style Guide Think Blue.

Contents

Think Blue.

Style guide

1 Sample applications

What defines us

2 Language

Attitude

3 Basic elements

Key idea

Logotype

Tonality

Naming

Colours

Typography

Information charts

Pictograms

Picture style and content

4 Applications

Basic details

Advertisements

Posters

Flyer front

Brochure cover

PowerPoint title slide

Press release

Internet marketing

Exhibition stand

Flags

Promotional materials

Clothing

Contact

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 oďŹ&#x20AC;er intelligent answers to the issues of today, and we want to demonstrate that Volkswagenâ&#x20AC;&#x2122;s responsible way of thinking and acting is not restricted to the car industry. How we are doing this? With ...

Think Blue.

What defines us

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 oﬀers 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.

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.

Think Blue. Tonality

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

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

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

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

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

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.

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.

Authentic rather than artificial. “Think Blue.” advertising comes from real life and is authentic. It does not serve artificiality 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.”.

1 Sample applications

16 6

2 Language

Language How we speak, how we write â&#x20AC;&#x201C; Dos and donâ&#x20AC;&#x2122;ts

Our language is

Our language is not

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

artificial

warm

cold

3 Basic elements

Logotype

Our logotype is used in all communication measures. It conveys that factors that define â&#x20AC;&#x153;Think Blue.â&#x20AC;? in condensed visual form. For this reason it is important to use the logotype carefully.

Think Blue.

Logotype Dos and don’ts

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 file. The character spacing has been adjusted, which is the reason why it may not be reset.

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

Think Blue. The logotype is not set in other colours.

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

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

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

Think Blue. Other shades of blue are not permitted.

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

Think Blue. The logotype is not positioned on pictures.

Logotype Size relative to the logo

The size of the â&#x20AC;&#x153;Think Blue.â&#x20AC;? logotype is precisely defined so that it always achieves its full eďŹ&#x20AC;ect. Its size depends on the size of the Volkswagen logo and the given application.

2x Lorem ipsum dolor sit

Think Blue.

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

Positioning of the logotype on a brochure cover

1x 1x

Think Blue.

Note The 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

Headline

www.volkswagen.de/thinkblue

For posters the width of the logotype is 5 x.

Positioning of the logotype on an 18/1 poster

Logotype Protected zone

â&#x20AC;&#x153;Think Blue.â&#x20AC;? 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. 2x

0.5 x 0.5 x

Think Blue.

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Think Thi h k Blue. Bll B

No other elements may be positioned within the protected zone.

Think Blue. No pictures may be positioned within the protected zone.

Logotype Positioning

The â&#x20AC;&#x153;Think Blue.â&#x20AC;? logotype is normally centred vertically in relation to the Volkswagen logo.

Think Blue.

Lorem ipsum dolor sit

Positioning of the logotype on a brochure cover

www.volkswagen.de

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

Think Blue.

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Strapline

Information text andre tisci alit, volorem do et conulla tionums andionullan venim nostie magnit adiat. Ut lobor lorem blamcon sequis andre nullamconse tio conulla facilis cidunt ing ea conullam.

Positioning of the logotype on an advertisement

Logotype Application sizes

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

Application size

Diameter of the

Width of the

Volkswagen logo

“Think Blue.” logotype

“Think Blue.” protected zone

DIN A5 portrait and landscape

15 mm

30 mm

3.75 mm on all sides

DIN A4 portrait and landscape

18 mm

36 mm

4.5 mm on all sides

DIN A3 portrait and landscape

21 mm

42 mm

5.25 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

DIN A2 portrait and landscape

30 mm

60 mm

7.5 mm on all sides

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

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

50 px

125 px

15 px on all sides

Advertisement formats

Posters

Print media

Digital media Internet marketing

Naming Notation 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:

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

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

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

Dipit velit amcore min etumm Dipit velit amcore min etumm Dipit velit amcore min etumm lorem “Think Blue.” del dolo

del “Think Blue. Roadshow”

dit “Think Blue.” events del d

san utatumsan velit ercilit lo

dit numsan utatumsan velit e

numsan utatumsan velit erci

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.

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

Dipit velit amcore min etumm Dipit velit amcore min etumm Dipit velit amcore min etumm lorem “think blue.” del dolor

lorem “Think Blue.” del dol

lorem Think Blue. del dolore

san utatumsan velit ercilit lo

utatumsan velit ercilit lortio

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.

Naming Notation 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).

Lorem aut aliquit. On ula Think Blue.

Lorem ipsum dolor Sit. 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 verschaﬀt werden können Jene geraten.

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niam, quisim zzrit auguero commod del iriu-

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sto et eu feuguer cillaore magna consectem

nim at volobore exerit dignibh essequat, sed

doluptat. Met praesse digna am, vel ex eum-

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alis nostrud ex elit nosto conulluptat.

quam iriustrud doloreet ing etue verate te feugait aliquisi.

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Lam doluptat. Ut velissenim zzriurem zzrit la

wis aut verat eugait ut in et utet wisim eliqui

consequi tet alit, vent la feu faci bla feummy

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dolorer adit, vel ut ipit nonse elent wis nisit

nisi. Pit at. Ut nullaorem quat. Lutat. Pero

ullamcon eu faccum voloboreet praestissit

duiscil issequat. Unt vent augait ulluptate

nos numsandre con hent acilisi. Lobore con

commodolore feu facil ulput adipisit lor si.

volum zzrilisi.

Lorem ipsum Think Blue. sit amet aut.

Cipsusc iduisl in velis euguer sustin velisim iliquam zzriure dignim quat prat, quam dolore dolore ercilisit exercidunt lam ver ing eu facin ute dolutat, susto odo del eum volor

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

Lorem ipsum dolor Sit. “Think Blue.”

Running Headline

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

Lorem aut aliquit. On ul Think Blue..

Lorem Ipsum Think Blue.?

adipissit utpate mincip enim et am, velenit,

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adipissit utpate mincip enim et am, velenit,

sendip essisit velit dolore modigna commy

feu feugait ad tatue dolendre te minisl eu

sendip essisit velit dolore modigna commy

faccumsan heniam, quip ea aut veriliquat ve-

nosto delissim ver init ut esequip ismolum

faccumsan heniam, quip ea aut veriliquat ve-

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niam, quisim zzrit auguero commod del iriu-

quamcorpero od exero diationsecte min he-

niam, quisim zzrit auguero commod del iriu-

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sto et eu feuguer cillaore magna consectem

nim at volobore exerit dignibh essequat, sed

sto et eu feuguer cillaore magna consectem

nim at volobore exerit dignibh essequat, sed

Lut voluptat enis adigna feumsan dignibh eu feu feugait ad tatue dolendre te minisl eu

doluptat. Met praesse digna am, vel ex eum-

eu feum quatue tat. Ut luptat. Ut ullaorem

san volorem dipit iure min hendigniscil exer-

del eu feugait nullutat, commy nis nullaor

cilit atum ipisl irilis et ut nulland ipisit,

alis nostrud ex elit nosto conulluptat.

quam iriustrud doloreet ing etue verate te feugait aliquisi.

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Lam doluptat. Ut velissenim zzriurem zzrit la

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consequi tet alit, vent la feu faci bla feummy

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nisi. Pit at. Ut nullaorem quat. Lutat. Pero

ullamcon eu faccum voloboreet praestissit

duiscil issequat. Unt vent augait ulluptate

nos numsandre con hent acilisi. Lobore con

commodolore feu facil ulput adipisit lor si.

volum zzrilisi.

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

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

Running Headline

Two full stops are not used.

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eu feum quatue tat. Ut luptat. Ut ullaorem

san volorem dipit iure min hendigniscil exer-

del eu feugait nullutat, commy nis nullaor

cilit atum ipisl irilis et ut nulland ipisit,

alis nostrud ex elit nosto conulluptat.

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nos numsandre con hent acilisi. Lobore con

commodolore feu facil ulput adipisit lor si.

volum zzrilisi.

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Running Headline

The full stop is omitted.

Colours Lightness, variance and impact

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.

PANTONE ® 299 (60 %)

PANTONE ® 299 (100 %)

PANTONE ® 295

PANTONE ® 300

PANTONE ® 542

Colours Colour definition

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

Volkswagen colour series 1 (blue)

Printing colours

Note For 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.”.

Screen colours

Corporeal colours Films

PANTONE® 299

Used for lines and typography

PANTONE® 299, 60 %

Used for coloured areas

PANTONE® CMYK

299 80,0,0,0

RGB sRGB

0,177,235 #00B1EB

PANTONE®

299 60 %

RGB sRGB

148,218,246 #94DAF6

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

Paints

100-123

RAL Design NCS

240 60 40 S 1060-B

CMYK

48,0,0,0

Weiß

CMYK

0,0,0,0

RGB sRGB

255,255,255 #FFFFFF

100-20

RAL Classic NCS

9010 Pure white S 0500-N

PANTONE® 542

PANTONE® CMYK

542 55,15,0,5

RGB sRGB

115,177,221 #73B1DD

100-453

RAL Design NCS

250 70 25 S 0540-R90B

PANTONE® 300

PANTONE® CMYK

300 100,40,0,0

RGB sRGB

34,116,172 #2274AC

100-415

RAL Design NCS

260 40 45 S 2065-R90B

PANTONE® CMYK

295 100,55,0,55

RGB sRGB

0,60,101 #003C65

100-724

RAL Design NCS

270 20 29 S 6030-R80B

PANTONE® 295

Colours Dos and don’ts

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Consectetuer adipiscing elit. Seuismod tincidunt ut.

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sendip essisit velit dolore modigna commy

300

faccumsan heniam, quip ea aut veriliquat ve-

nosto delissim ver init ut esequip ismolum

niam, quisim zzrit auguero commod del iriu-

quamcorpero od exero diationsecte min he-

sto et eu feuguer cillaore magna consectem

nim at volobore exerit dignibh essequat, sed

doluptat. Met praesse digna am, vel ex eum-

eu feum quatue tat. Ut luptat. Ut ullaorem

san volorem dipit iure min hendigniscil exer-

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alis nostrud ex elit nosto conulluptat.

200

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100

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Running Headline

0 Utwisi

60 % PANTONE® 299 is used for coloured areas.

Lorem Ipsum.

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

Facilisi

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Lut voluptat enis adigna feumsan dignibh eu

adipissit utpate mincip enim et am, velenit,

Diam

Lorem

Ipsum

Diam

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

300

adipissit utpate mincip enim et am, velenit,

feu feugait ad tatue dolendre te minisl eu

sendip essisit velit dolore modigna commy

feu feugait ad tatue dolendre te minisl eu

sendip essisit velit dolore modigna commy

nosto delissim ver init ut esequip ismolum

faccumsan heniam, quip ea aut veriliquat ve-

nosto delissim ver init ut esequip ismolum

niam, quisim zzrit auguero commod del iriu-

quamcorpero od exero diationsecte min he-

niam, quisim zzrit auguero commod del iriu-

quamcorpero od exero diationsecte min he-

sto et eu feuguer cillaore magna consectem

nim at volobore exerit dignibh essequat, sed

sto et eu feuguer cillaore magna consectem

nim at volobore exerit dignibh essequat, sed

doluptat. Met praesse digna am, vel ex eum-

eu feum quatue tat. Ut luptat. Ut ullaorem

doluptat. Met praesse digna am, vel ex eum-

eu feum quatue tat. Ut luptat. Ut ullaorem

san volorem dipit iure min hendigniscil exer-

del eu feugait nullutat, commy nis nullaor

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del eu feugait nullutat, commy nis nullaor

cilit atum ipisl irilis et ut nulland ipisit,

alis nostrud ex elit nosto conulluptat.

cilit atum ipisl irilis et ut nulland ipisit,

alis nostrud ex elit nosto conulluptat.

200

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feugait aliquisi.

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feugait aliquisi.

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100

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duiscil issequat. Unt vent augait ulluptate

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nos numsandre con hent acilisi. Lobore con

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volum zzrilisi.

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volum zzrilisi.

Cipsusc iduisl in velis euguer sustin velisim

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Running Headline

0 Utwisi

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

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Running Headline

Molestie

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Enimel

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

Only the defined blue shades are used.

Facilisi

Enimel

Molestie

Diam

Lorem

Ipsum

Information charts do not feature any other colours either.

Diam

The white frame may not be coloured.

Typography The Think Blue. handwriting

Nothing is as unique as oneâ&#x20AC;&#x2122;s own handwriting. Volkswagen uses specially designed corporate typefaces. They define the brandâ&#x20AC;&#x2122;s identity and accentuate its characteristic profile.

AaBb

Typography Typefaces

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 oﬃce communication, in contrast, only the Arial system typeface is used.

VW Headline OT Book {ABCDEFGhijklmnopqrstu1234567!?&} Semibold {ABCDEFGhijklmnopqrstu1234567!?&} Black {ABCDEFGhijklmnopqrstu1234567!?&}

Headlines and copytext are always positioned flush 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.html User: Volkswagen, password: Identity

VW Utopia Book {abcdefghijklmnopqrstu1234567!?&} Book Italic {abcdefghijklmnopqrstu1234567!?&} Semibold {abcdefghijklmnopqrstu1234567!?&} Semibold Italic {abcdefghijklmnopqrstu1234567!?&}

Typography Examples

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 defined shades of blue. Copytext is always set in black.

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

Dunt non Ullaor. Dolor sit amet?

Dunt non Ullaor.

Dunt non amet Think Blue.

Lut voluptat enis adigna feumsan dignibh eu

adipissit utpate mincip enim et am, velenit,

Lut voluptat enis adigna feumsan dignibh eu

adipissit utpate mincip enim et am, velenit,

Lut voluptat enis adigna feumsan dignibh eu

adipissit utpate mincip enim et am, velenit,

feu feugait ad tatue dolendre te minisl eu

sendip essisit velit dolore modigna commy

feu feugait ad tatue dolendre te minisl eu

sendip essisit velit dolore modigna commy

feu feugait ad tatue dolendre te minisl eu

sendip essisit velit dolore modigna commy

faccumsan heniam, quip ea aut veriliquat ve-

nosto delissim ver init ut esequip ismolum

faccumsan heniam, quip ea aut veriliquat ve-

nosto delissim ver init ut esequip ismolum

faccumsan heniam, quip ea aut veriliquat ve-

nosto delissim ver init ut esequip ismolum

niam, quisim zzrit auguero commod del iriu-

quamcorpero od exero diationsecte min he-

niam, quisim zzrit auguero commod del iriu-

quamcorpero od exero diationsecte min he-

niam, quisim zzrit auguero commod del iriu-

quamcorpero od exero diationsecte min he-

sto et eu feuguer cillaore magna consectem

nim at volobore exerit dignibh essequat, sed

sto et eu feuguer cillaore magna consectem

nim at volobore exerit dignibh essequat, sed

sto et eu feuguer cillaore magna consectem

nim at volobore exerit dignibh essequat, sed

doluptat. Met praesse digna am, vel ex eum-

eu feum quatue tat. Ut luptat. Ut ullaorem

doluptat. Met praesse digna am, vel ex eum-

eu feum quatue tat. Ut luptat. Ut ullaorem

doluptat. Met praesse digna am, vel ex eum-

eu feum quatue tat. Ut luptat. Ut ullaorem

san volorem dipit iure min hendigniscil exer

del eu feugait nullutat commy nis nullaor

san volorem dipit iure min hendigniscil exer

del eu feugait nullutat commy nis nullaor

san volorem dipit iure min hendigniscil exer

del eu feugait nullutat commy nis nullaor

Suscidui tis dolobor ilit vel ut nulla facidunt lobor se tie velit nibh er senibh elessim ad magnibh exerilit ut nullan utatum dionseq uismodiat lobore dolessed duiscidunt irillan hendigniat. Sum iriure consequis eugait vulla feugiam, sed minibh exero odolortio dolorer aestionum nonsent praestru dolore tat. Equi blandignim zzriuscin vel delent.

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

Dunt non Ullaor. Dolor sit amet?

Dunt non Ullaor.

Dunt non Ullaor. Dolor sit amet?

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 verschaﬀt werden “Think Blue.” können Jene geraten.

Lut voluptat enis adigna feumsan dignibh eu

adipissit utpate mincip enim et am, velenit,

Lut voluptat “Think Blue.” enis adigna fe-

adipissit utpate mincip enim et am, velenit,

Lut voluptat enis adigna feumsan dignibh eu

adipissit utpate mincip enim et am, velenit,

feu feugait ad tatue dolendre te minisl eu

sendip essisit velit dolore modigna commy

umsan dignibh eu feu feugait ad tatue do-

sendip essisit velit “Think Blue.” dolore

feu feugait ad tatue dolendre te minisl eu

sendip essisit velit dolore modigna commy

faccumsan heniam, quip ea aut veriliquat ve-

nosto delissim ver init ut esequip ismolum

lendre te minisl eu faccumsan heniam, quip

modigna commy nosto delissim ver init ut

faccumsan heniam, quip ea aut veriliquat ve-

nosto delissim ver init ut esequip ismolum

niam, quisim zzrit auguero commod del iriu-

quamcorpero od exero diationsecte min he-

ea aut veriliquat veniam, quisim zzrit au-

esequip ismolum quamcorpero od exero dia-

niam, quisim zzrit auguero commod del iriu-

quamcorpero od exero diationsecte min he-

sto et eu feuguer cillaore magna consectem

nim at volobore exerit dignibh essequat, sed

guero commod del iriusto et eu feuguer cilla-

tionsecte min henim at volobore exerit di-

sto et eu feuguer cillaore magna consectem

nim at volobore exerit dignibh essequat, sed

doluptat. Met praesse digna am, vel ex eum-

eu feum quatue tat. Ut luptat. Ut ullaorem

ore magna consectem doluptat. Met praesse

gnibh essequat, sed eu feum quatue tat. Ut

doluptat. Met praesse digna am, vel ex eum-

eu feum quatue tat. Ut luptat. Ut ullaorem

san volorem dipit iure min hendigniscil exer

del eu feugait nullutat commy nis nullaor

digna am vel ex eumsan volorem dipit iure

luptat Ut ullaorem del eu feugait nullutat

san volorem dipit iure min hendigniscil exer

del eu feugait nullutat commy nis nullaor

Only the defined blue shades are used.

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

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.

Lorem Ipsum.

Information charts Transparency, clarity, simplicity

Information charts are the key to presenting complex content in an understandable format. The information charts for â&#x20AC;&#x153;Think Blue.â&#x20AC;? are clearly laid out and easy to understand.

300

200

100

0 Utwisi

Facilisi

Enimel

Molestie

Diam

Lorem

Ipsum

Diam

Information charts Examples

The layout of information charts is based on the rules that also apply to information charts for the Volkswagen brand. The defined blue shades are available for the colour scheme of the data fields. If these four blue shades are insuďŹ&#x192;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.html User: Volkswagen, password: Identity

Consectetuer adipiscing elit. Seuismod tincidunt ut.

300

1. Leuismod

2. Nonummyl

3. Adolorel

221

210

200 175 172

30 27

155

100

20 74

Ipsum

Dolor

Lorem

Consect Utwisi

Facilisi

Enimel

Molestie

Diam

Lorem

Diam

Lorem

Lor -10

-11 -20

-9

-20

Ipsum

Dolor

Consect Sitamet

Pictograms Small symbols, big impact

Pictograms are used to present complex content vividly and to simplify communication. They are therefore excellently suited to â&#x20AC;&#x153;Think Blue.â&#x20AC;?.

Pictograms Definition

Illustrative pictograms On one hand, pictograms are used for purely illustrative and decorative purposes within the various topics, thus helping to diﬀerentiate 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 pictograms On the other hand, there is a second pictogram level that oﬀers the customer guidance. These pictograms have a functional significance. They are used uniformly across all media (web, print, guidance systems etc.).

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

Pictograms Design

Pictograms are composed of lines in two diﬀerent 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).

Line thickness 1/50

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

Reflection

Using lines The 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. Line thickness 2/50

Reflection The curve of the reflection always faces upwards. The distance from the outside line is one grid unit. Colours The colours used for pictograms are normally as follows: – Lines: PANTONE® 295 – Inside area: 60 % PANTONE® 299 – The reflection has the following colours: Special colour: 45 % PANTONE® 299 CMYK: 36,0,0,0 | RGB: 179,231,249 | sRGB: #B3E7F9 – Reflection on the ground: Gradation from 15 % black to white

Pictograms may be reflected on the ground.

Pictograms Examples

Savings potential

Pictograms are designed in the defined blue shades.

Only the defined blue shades are used.

Pictograms may be reflected on the ground.

Pictograms can help to illustrate information charts.

Shadows are not used.

in city traﬃc

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

Coloured areas may not be designed in other colours.

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

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

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 defined 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 artificial. 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 reflect 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.html User: Volkswagen, password: Identity

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4 Applications In order to simplify the â&#x20AC;&#x153;Think Blue.â&#x20AC;? design process, we have compiled the following dimensions for the most important media.

Applications Basic details

Dimensions The 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.

Choice of materials When choosing materials, e. g. papers, it should be ensured that the most environmentally friendly products are selected. Certification symbols, e. g. “FSC” or “Carbon-neutral printing”, can be used as logos on brochures beneath the sender information.

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

1x Certification symbols on the back of a brochure

Applications Advertisements | Formats larger than DIN A5

On advertisements of any format, the â&#x20AC;&#x153;Think Blue.â&#x20AC;? logotype is flush left below the headline and any copytext. The logotype is normally centred in relation to the Volkswagen logo. If there is insuďŹ&#x192;cient space, it can also be aligned with the lower edge of the Volkswagen claim. The width of the logotype is 4 x.

www.volkswagen.de/thinkblue

at least x

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

www.volkswagen.de/thinkblue

at least x

Lorem ipsum dolor.

at least 0.5 x

Strapline

2x 2x

2x Information text andre tisci alit, volorem do et conulla tionums andionullan venim nostie magnit adiat. Ut lobor lorem blamcon sequis andre nullamconse tio conulla facilis

2x 2x

2 x 2.5 x

cidunt ing ea conullam.

2 x 2.5 x

Applications Advertisements | DIN A5 formats and smaller

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

x x

Note on the web address The web address is available for Germany and the English-speaking countries: â&#x20AC;&#x201C; www.volkswagen.de/thinkblue â&#x20AC;&#x201C; www.volkswagen.com/thinkblue For other countries, availability must be checked on a case by case basis.

www.volkswagen.de/thinkblue

Headline

at least x

Copy exeros dolor min vel ullum ilit alis num zzriliq uamet, sum venibh acilisi blam, vulputat. Ut aut augait laorpercing eugait volor iuscilit lummy nit auguer sustrud esectet irilisl ulput dionulluptat laore conulla ationul landio odipsusto eui tin henim do eum Copy Emphasis doloborem nit, veraestrud modigna ad diamet vel dunt prat lut. Ure te dolorper sequam, faccumsan luptat. Ut pratie facin et augait velit, vel ipsuscinisi.

Strapline

at least 0.5 x

2x Information text andre tisci alit, volorem do et conulla tionums andionullan venim nostie magnit adiat. Ut lobor et lorem blamcon sequis andre nullamconse tio conulla facilis cidunt ing ea conullam.

Applications Advertisements | Note

If â&#x20AC;&#x153;Think Blue.â&#x20AC;? 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.

www.volkswagen.de/thinkblue

7KLQN %OXH

6LFKHUQ 6LH VLFK GHQ :HOWUHNRUG J &2ÇŤ NP XQG 3ODW] IÂžU IÂžQI 'HU 3ROR %OXH0RWLRQp Innovative Technologien wie Bremsenergie-RĂźckgewinnung, optimierte Aerodynamik oder Start-Stopp-System machen den Polo BlueMotionÂŽ zum sparsamsten FĂźnfsitzer der Welt. Das heiĂ&#x;t fĂźr Sie: nur 87g CO2/100km und nur 3,3 Liter Verbrauch â&#x20AC;&#x201C; aber Platz fĂźr 4 Mitfahrer. Mehr Informationen zu â&#x20AC;&#x17E;Think Blue.â&#x20AC;&#x153; erhalten Sie unter: www.volkswagen.de/thinkblue

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

Applications Posters

The position of the Volkswagen logo determines where the â&#x20AC;&#x153;Think Blue.â&#x20AC;? logotype is located on the poster. The logotype is always centred vertically in relation to the Volkswagen logo.

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

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.

x x

2x 1.5 x

www.volkswagen.de/thinkblue

Headline

2x 2x

Headline

2x 2x www.volkswagen.de/thinkblue

2x 2x

x x

Applications Posters with information text

x x

www.volkswagen.de/thinkblue

Headline

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Applications Posters | Note

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.

www.volkswagen.de/thinkblue

Lorem ipsum dolor Sit. Think Blue.

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

www.volkswagen.de/thinkblue

*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.

*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.

Applications Flyer front

On the front of flyers, 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.html User: Volkswagen, password: Identity

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

1.5 x 4 x

2x 4/3 x 2x

Lorem ipsum dolor sit amet consectetuer

Lorem ipsum dolor Sit Amet uscinis. Think Blue.

Lorem ipsum dolor sit amet consectetuer

2x 2x

x x

1.5 x

Applications Brochure 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.

If “Think Blue.” is cited prominently in the headline, the logotype is not positioned centred in relation to the logo. 2x

2 x 2.5 x

x 1.5 x 2x

x Lorem ipsum dolor sit

Lorem ipsum dolor sit

Lorem ipsum dolor Sit. Think Blue. 2x 2x

x x

2 x 2.5 x

Applications PowerPoint 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.

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

Alternatively, the “Think Blue.” logotype is used as a headline. The content slides correspond to the Volkswagen presentation templates.

Headline

Think Blue.

Sub-headline

Sub-headline lorem

Applications Press release

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

Headline 1 Arial 14 Punkt Fett Headline 2 – Arial 12 Punkt Fett Fließtext Arial 11 Punkt

Seite 1 von 1

Nr. /2009

Applications Internet marketing

In pop-up windows and web specials, the â&#x20AC;&#x153;Think Blue.â&#x20AC;? 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. 50 px

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

125 px

Applications Exhibition stand

There are many diďŹ&#x20AC;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.

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

at least 6 x

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

Applications Flags

On flags, “Think Blue.” is always set on one line and rotated vertically. The logotype may also appear in white on a blue background. A flag displaying the “Think Blue.” logotype is always positioned together with a flag displaying the Volkswagen logo.

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

Applications Promotional materials

Use of the logotype On 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 logo The 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.

Applications Clothing | Basic details

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 reflects 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 logo The 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

Applications Clothing | Sample applications

– 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)

Contact

Contact persons Volkswagen Aktiengesellschaft Markenmanagement, -strategie Marke Volkswagen BrieďŹ&#x20AC;ach 1969 38436 Wolfsburg DĂśrte Hartmann-Kerl Phone +49 (0)5361 9-86954 doerte.hartmann-kerl@volkswagen.de Michael Koehler Phone +49 (0)5361 9-35914 michael.koehler1@volkswagen.de

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.com User: Volkswagen Password: Identity Liability notice Please 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.