2/18/2016 Volkswagen Brand Net Dealer advertisements

Transcription

1 Dealer advertisements Structure Logo with brand name External performance logos Partner address Text elements Pictures and coloured areas Overlays Disturbers Social media QR-Code Integration into newspaper layouts Special formats Formats and dimensions Digital templates This corporate design guideline was printed on 18 February 2016, and at a later date may not correspond to the most current status. Before commencing any work for the Volkswagen brand, please always refer to the following website for possible updates or supplements regarding all matters relating to corporate design: Last revised: 17 February :30:59 AM CET marketing.com/applications/advertising/advertising_dealer/index_en.html 1/38

2 Dealer advertisements The unmistakable identity of dealer advertisements, with its specially developed elements, is available to Volkswagen partners for use in their individual advertising. It upgrades their image and integrates them into the Volkswagen brand identity as equal partners. International dealers Contact person If you have any questions about the design of dealer advertisements, please contact: marketing.com/applications/advertising/advertising_dealer/index_en.html 2/38

3 Structure Overview Volkswagen dealer advertisements have a standard basic structure in all formats. The basic structure comprises various elements that are used in various ways in the design, depending on requirements. 1. Headline 2. Secondary headline 3. Copytext headline 4. Copytext 5. Information text / footnotes (optional) 6. QR code 7. Social media icons 8. Partner address 9. Address field line 10. Picture motif / Overlay 11. Disturber 12. Logo 13. External performance logos For specific data on the text elements indicated here, see: elements Text Detailed information on the defined typefaces, type sizes and character spacing for the given formats can be found under: Formats and dimensions Type area marketing.com/applications/advertising/advertising_dealer/index_en.html 3/38

4 The type area is positioned at a defined distance of 2/3 logo diameter to the left, right and top format edges and 1/2 logo diameter to the lower format edge. Example for dealer advertisement with type area Detailed information on the defined typefaces, type sizes and character spacing for the given formats can be found under: Formats and dimensions marketing.com/applications/advertising/advertising_dealer/index_en.html 4/38

5 Logo with brand name In dealer advertisements, the logo with brand name is always positioned at the right-hand format edge above the address field line. It is placed on white and never on a picture. The logo is one logo diameter from the right-hand format edge and half a logo diameter from the address field line. The logo has a protected zone into which no other elements may protrude. The protected zone is one logo diameter to the left and right, and (measured on the baseline of the brand name) half a logo diameter above and below (Ø ). Positioning of the logo with brand name and protected zone Only the three-dimensional version of the logo is used. The grey-scale, special-colour or four-colour version is used depending on which printing colours are available for the advertisement. Specific data on the size of the logo for the various formats can be found under: Formats and dimensions The entire range of logo files required are available for downloading: Digital templates marketing.com/applications/advertising/advertising_dealer/index_en.html 5/38

6 External performance logos If necessary, external performance logos may be incorporated into advertisements. These include awards and prizes such as Auto des Jahres (car of the year) or the Das Goldene Lenkrad (golden steering wheel). These performance logos are generally positioned on the picture area. They may be positioned freely within a defined area. This area results from an indentation of 1/3 Ø to the upper format edge and 2/3 Ø to the right and left format edges as well as 1/3 Ø to the lower edge of the picture area. Defined area for external performance logos marketing.com/applications/advertising/advertising_dealer/index_en.html 6/38

7 Example positioning of external performance logos It is important to ensure a calm picture background when positioning performance logos. In addition, there must be sufficient visual distance to the Volkswagen logo. Note In exceptional cases, the performance logos may also be positioned outside the picture area (in the white space). However, it must be ensured that there is sufficient distance to the logo and other design elements. marketing.com/applications/advertising/advertising_dealer/index_en.html 7/38

8 Partner address The address of the Volkswagen partner is always separated off and positioned at the lower format edge. It must never be integrated into the proper advertisement. The partner address always comprises the name, address, telephone number and URL of the Volkswagen partner. The partner address is set flush left and ragged. The distance to the address field line is 1/3 Ø and to the lower format edge 1/2 Ø. The partner address may be on two or more lines, which allows it to be adjusted to suit the available space. Partner address on two lines If there is more than one partner, the address blocks are positioned at a distance of 1/2 Ø to one another. Further information on partner addresses can be found under: Text elements For specific data on the typefaces, type sizes and spacings for various formats, see under: Formats and dimensions marketing.com/applications/advertising/advertising_dealer/index_en.html 8/38

9 Text elements Overview Dealer advertisements comprise various text elements that differ significantly from one another owing to their sizes and type designs. 1. Headline 2. Secondary headline 3. Copytext headline (Engine specifications included) 4. Copytext 5. Strapline 6. Partner name 7. Partner address Text elements in dealer advertisements are always aligned flush left ragged and positioned 2/3 Ø from the left format edge. The distance between the text blocks is always at least 1/3 Ø. marketing.com/applications/advertising/advertising_dealer/index_en.html 9/38

10 Positioning of text elements Detailed information on the defined typefaces, type sizes and character spacing for the given formats can be found under: Formats and dimensions Headlines Headlines are set exclusively in VW Head Bold using upper- and lowercase letters. The headline may be set in white or black depending on how light the picture is. Headlines consist of one or two lines. They may only be extended to a maximum of three lines in exceptional circumstances. White headline on picture motif Black headline on picture motif Headlines can be placed both on the picture field and in the white space. On picture motifs, the headline may be positioned within a fixed area. Depending on the positioning of the picture field, this area corresponds to the type area. The area is supplemented with a distance of 1/2 logo diameter to the edge of the picture which is not bled off. Please ensure good legibility when positioning the headline. marketing.com/applications/advertising/advertising_dealer/index_en.html 10/38

11 Headline on the picture field Outside the picture field, the headline is aligned flush left with the type area at a fixed distance from the picture motif. The distance from the format edge is always 2/3 Ø. If the headline is below the picture motif, its distance from it is at least 1/2 Ø. All other elements are positioned at a distance of at least 1/3 Ø from the headline. Secondary headlines A secondary headline may be used to identify or emphasise individual topics. For example, it may be used to accentuate prices or to visibly divide a dealer advertisement into special offers for new and used vehicles. The secondary headline is always set in VW Head Bold in black. Example of a price accentuation Copytext headline Headlines that introduce or close a copytext are set in VW Text Bold in black. marketing.com/applications/advertising/advertising_dealer/index_en.html 11/38

12 Copytext headline Detailed information on the defined typefaces, type sizes and character spacing for the given formats can be found under: Formats and dimensions Copytext The copytext is set in VW Text Regular in black at a distance of 2/3 Ø from the format edge and is set flush left in ragged paragraphs. The width of the copytext may be varied within the type area, which is fixed depending on the format. One-column copytext The copytext may be split into one or multiple columns. For multicolumn copytext, the column spacing is 1/4 Ø. Don ts The copytext is never wrapped. Detailed information on the defined typefaces, type sizes and character spacing for the given formats can be found under: Formats and dimensions marketing.com/applications/advertising/advertising_dealer/index_en.html 12/38

13 Formats and dimensions Information text/footnotes (optional) Information text and footnotes are always set in VW Text Regular in black and positioned below the copytext. There is a distance of 2/3 Ø to the left format edge and 1/2 Ø to the address field line. The minimum distance of 1/3 Ø to the copytext must always be observed, even in the case of a large amount of text. The last line is preferably set flush with the baseline of the brand name. Positioning Important! In accordance with Volkswagen Corporate Design, the information text may only be in a smaller type size than the copytext if the legal regulations of the country in question allow this or if they do not state any other rule. Detailed information on the defined typefaces, type sizes and character spacing for the given formats can be found under: Formats and dimensions Partner address The partner name is set in VW Head Bold in black and all other address details are set in VW Text Regular in black. The partner address is set flush left and ragged. It may be on two or more lines, which allows it to be adjusted to suit the available space. marketing.com/applications/advertising/advertising_dealer/index_en.html 13/38

14 Further information on the integration of the partner address into advertisements can be found under: Partner address Detailed information on the defined typefaces, type sizes and character spacing for the given formats can be found under: Formats and dimensions marketing.com/applications/advertising/advertising_dealer/index_en.html 14/38

15 Pictures and coloured areas Picture field The picture field defines the area in which pictures, illustrations or coloured areas may be placed. The picture field may be enlarged up to but not into the logo s protected zone. The picture field is normally positioned in the upper part of the advertisement and bled off to the left, right and top format edges. The minimum area is 40 % of the overall area of the advertisement. For information on the logo and the protected zone in dealer advertisements, please see: Logo Minimum picture area (40 % ), maximal picture area (to the protected zone) Use of several illustrations Within a dealer advertisement, several pictures may be used together or in combination with coloured areas. Picture fields or coloured areas can be subdivided both vertically and horizontally. When using two pictures or one picture in combination with a coloured area, they are always separated by a distance of 1/4 Ø. Picture fields and coloured areas subdivided horizontally and vertically There are two options for positioning further illustrations or coloured areas within an advertisement. They may be positioned at a distance of 1/4 Ø throughout. marketing.com/applications/advertising/advertising_dealer/index_en.html 15/38

16 Positioning at a distance of 1/4 Ø Illustrations or coloured areas may also be positioned edge to edge alongside each other or one beneath the other, provided the distance of 1/4 Ø has been incorporated at least once. Positioning edge to edge and with a distance of 1/4 Ø Don ts The following picture field and coloured area positions are not permitted: Picture fields and coloured areas are never positioned so that the logo is at the top right. Picture fields and coloured areas are never positioned centrally. Pictures and coloured areas are never positioned with a space towards the format edge. marketing.com/applications/advertising/advertising_dealer/index_en.html 16/38

17 Picture fields and coloured areas are never positioned corner-to corner. Picture fields and coloured areas are never positioned nested. Picture fields and coloured areas are never arranged exclusively edge to edge. marketing.com/applications/advertising/advertising_dealer/index_en.html 17/38

18 Overlays Overlays may be used within the picture field. They may be positioned on a white or coloured background. Several overlays may be used within one advertisement. Bled-off overlays are cropped by the format edge. Overlay on a white or coloured background Several overlays, bled-off overlays Isolated picture motifs on a white background or in the bleed may also be bounded by a black border rule if necessary. The overlay may supplement a picture motif. In this case, the positioning and size of the overlay are fixed. The overlay may be positioned beside or below the picture field. In portrait formats, the overlay may be positioned below the picture field or the copytext. The width of the overlay is not more than 1/3 of the width of the advertisement. marketing.com/applications/advertising/advertising_dealer/index_en.html 18/38

19 z = overall area marketing.com/applications/advertising/advertising_dealer/index_en.html 19/38

20 Disturbers One disturber per picture may be used within dealer advertisements. In exceptional cases, an additional disturber that relates to all topics may be used. The disturbers may appear in all the secondary colour series groups. The disturbers within one dealer advertisement are all of the same colour. Advertisement with three disturbers Don ts Disturbers are never rotated in different directions within a dealer advertisement. marketing.com/applications/advertising/advertising_dealer/index_en.html 20/38

21 The disturbers within one advertisement may not have different colours. marketing.com/applications/advertising/advertising_dealer/index_en.html 21/38

22 Social media Volkswagen social media - positioning in the copytext Within copytext, the link to social media is included as the final paragraph. In this case, the logo is aligned with the baseline. The height of the logo is 2 times the cap height. The descriptive text is placed at the right of the logo. The type size and style adhere to the rules for copytext. Link to Volkswagen (positioned in the copytext) Dealer's social media - positioning with the dealer's address If possible, the link to social media is positioned below or, depending on the advertisement format, next to the last line of the dealer s address. In this case, the logo is aligned with the baseline. The height of the logo is 2 times the cap height. The descriptive text is placed at the right of the logo. The type size and style adhere to the rules for dealer addresses. marketing.com/applications/advertising/advertising_dealer/index_en.html 22/38

23 Link to the dealer (positioned in the area of the dealer's address) Specific information on the defined typefaces, type sizes and character spacing for the given formats can be found under: Formats and dimensions marketing.com/applications/advertising/advertising_dealer/index_en.html 23/38

24 QR codes For dealer advertisements, the QR code is positioned in the area of the dealer s address or in the advertisement content area, depending on the content stored in the code. If the code content relates to the content of the advertisement, the code is positioned with the advertisement content. If the code contains dealer-specific content, it is positioned in the area of the dealer s address. In order to guarantee optimal scanning of QR codes, the minimum size of QR codes on Volkswagen advertising formats is 18 mm x 18 mm. Important: In all cases, only one QR code may be included in each advertisement. If the QR code is positioned in the area of the dealer s address, the dealer-specific logo must be omitted. Positioning in the content area If the QR code is positioned in the content area of the dealer advertisement, in all cases it is left-aligned with the type area. It is the last element in the content area and its baseline is aligned with the brand name baseline. Supplementary text is positioned on two lines to the right of the QR code and its baseline is also aligned with the brand name baseline. The only exception is the inclusion of a campaign or product logo. In this case, the logo is included as the last element below the QR code. QR code in the content area of the dealer advertisement Positioning in the area of the dealer s address If the QR code is positioned in the area of the dealer s address, its baseline is aligned with the baseline of the last line of the address. Supplementary text is positioned on two lines to the right of the QR code and its baseline is also aligned with the last line of the address. The QR code and the supplementary text are treated as a unit and are rightaligned with the type area. marketing.com/applications/advertising/advertising_dealer/index_en.html 24/38

25 QR code in the area of the dealer s address Application examples QR code as the last element, baseline flush with the brand name baseline marketing.com/applications/advertising/advertising_dealer/index_en.html 25/38

26 QR code as the penultimate element with simultaneous use of a product logo marketing.com/applications/advertising/advertising_dealer/index_en.html 26/38

27 QR code in the area of the dealer s address marketing.com/applications/advertising/advertising_dealer/index_en.html 27/38

28 Integration into newspaper layouts The dealer advertisement is incorporated into the type area of the newspaper s page by an additional black border with a line weight of 0.2 mm. marketing.com/applications/advertising/advertising_dealer/index_en.html 28/38

29 Special formats Special formats of dealer advertisements may be used for specific requirements. The layout of the special formats differs from the customary layout of dealer advertisements. The size of the logo is based on the height of the advertisement. A logo size of 9 mm with an advertisement height of 45 mm serves as a basic format. This basic format may be scaled proportionally. This rule applies exclusively to special formats that deviate from the customary advertisement formats. The logo is always positioned in the lower part of the advertisement at the left next to the address field line. The distance to the address field line is 2/3 Ø. The distance to the lower format edge is 2/3 Ø. The partner address is positioned at the top right at a distance of 1/2 Ø to the address field line. Type area 2/3 Ø marketing.com/applications/advertising/advertising_dealer/index_en.html 29/38

30 Formats and dimensions Overview There are set dimensions for the most common advertising formats. The dimensions are examples and should be used as guidelines for structuring advertisements. The data can be transferred to advertisements in similar formats. A digital template that is close to the final format should be chosen. Advertisement, 1-column (45 mm ) Advertisement, 2-column (90 mm ) Advertisement, 3-column (135 mm ) Advertisement, 4-column (180 mm ) Advertisement, page-wide (270 mm ) You will find separate templates for designing the formats described here under: Digital templates Advertisement, one-column, 8 pt For one-column advertisements (45 mm ) or similar. Dimensions Format dimensions Logo diameter Address field line Positioning 45 mm 9 mm 0.2 mm right 1 Ø below 1/2 Ø (baseline of brand name to address field line) above at least 1/2 Ø Typographical specifications Type size Line spacing Character spacing InDesign marketing.com/applications/advertising/advertising_dealer/index_en.html 30/38

31 Headline VW Head Bold minimum 12 pt 120 % 0 Secondary headline VW Head Bold 10 pt 120 % 0 Headline in copytext VW Text Bold 8 pt 3.75 mm 0 Copytext VW Text Regular 8 pt 3.75 mm 0 Information text / footnotes VW Text Regular 8 pt 3.25 mm 0 Partner name VW Text Bold 8 pt 3.75 mm 0 VW Head Bold 12 pt 4.75 mm 0 VW Head Bold 15 pt 5.5 mm 0 Partner address VW Text Regular 8 pt 3.75 mm 0 Advertisement, two-column, 8 pt For two-column advertisements (90 mm wide, copytext 8 pt ) or similar. Dimensions Format dimensions Logo diameter Address field line Positioning 90 mm 12 mm 0.2 mm right 1 Ø below 1/2 Ø (baseline of brand name to address field line) above at least 1/2 Ø Typographical specifications Type size Line spacing Character spacing InDesign Headline VW Head Bold minimum 15 pt 120 % 0 Secondary headline VW Head Bold 12 pt 120 % 0 Headline in copytext VW Text Bold 8 pt 3.75 mm 0 marketing.com/applications/advertising/advertising_dealer/index_en.html 31/38

32 Copytext VW Text Regular 8 pt 3.75 mm 0 Information text / footnotes VW Text Regular 8 pt 3.25 mm 0 Partner name VW Text Bold 8 pt 3.75 mm 0 VW Head Bold 12 pt 4.75 mm 0 VW Head Bold 15 pt 5.5 mm 0 Partner address VW Text Regular 8 pt 3.75 mm 0 Advertisement, three-column, 8 pt For three-column advertisements (135 mm wide, copytext 7.5 pt ) or similar. Dimensions Format dimensions Logo diameter Address field line Positioning 135 mm 15 mm 0.2 mm right 1 Ø below 1/2 Ø (baseline of brand name to address field line) above at least 1/2 Ø Typographical specifications Type size Line spacing Character spacing InDesign Headline VW Head Bold minimum 15 pt 120 % 0 Secondary headline VW Head Bold 13,5 pt 120 % 0 Headline in copytext VW Text Bold 8 pt 3.75 mm 0 Copytext VW Text Regular 8 pt 3.75 mm 0 Information text / footnotes VW Text Regular 8 pt 3.25 mm 0 Partner name VW Text Bold 8 pt 3.75 mm 0 marketing.com/applications/advertising/advertising_dealer/index_en.html 32/38

33 VW Text Bold 8 pt 3.75 mm 0 VW Head Bold 12 pt 4.75 mm 0 VW Head Bold 15 pt 5.5 mm 0 Partner address VW Text Regular 8 pt 3.75 mm 0 Advertisement, three-column, 9.5 pt For three-column advertisements (135 mm wide, copytext 9.5 pt ) or similar. Dimensions Format dimensions Logo diameter Address field line Positioning 135 mm 15 mm 0.2 mm right 1 Ø below 1/2 Ø (baseline of brand name to address field line) above at least 1/2 Ø Typographical specifications Type size Line spacing Character spacing InDesign Headline VW Head Bold minimum 15 pt 120 % 0 Secondary headline VW Head Bold 13,5 pt 120 % 0 Headline in copytext VW Text Bold 9.5 pt 4.5 mm 0 Copytext VW Text Regular 9.5 pt 4.5 mm 0 Information text / footnotes VW Text Regular 9.5 pt 3.75 mm 0 Partner name VW Text Bold 9.5 pt 4.5 mm 0 VW Head Bold 13,5 pt 5.5 mm 0 VW Head Bold 18 pt 6.5 mm 0 Partner address VW Text Regular 9.5 pt 4.5 mm 0 Advertisement, four-column, 9.5 pt marketing.com/applications/advertising/advertising_dealer/index_en.html 33/38

34 For four-column advertisements (180 mm ) or similar. Dimensions Format dimensions Logo diameter Address field line Positioning 180 mm 15 mm 0.2 mm right 1 Ø below 1/2 Ø (baseline of brand name to address field line) above at least 1/2 Ø Typographical specifications Type size Line spacing Character spacing InDesign Headline VW Head Bold minimum 18 pt 120 % 0 Secondary headline VW Head Bold 15 pt 120 % 0 Headline in copytext VW Text Bold 9.5 pt 4.5 mm 0 Copytext VW Text Regular 9.5 pt 4.5 mm 0 Information text / footnotes VW Text Regular 9.5 pt 3.75 mm 0 Partner name VW Text Bold 9.5 pt 4.5 mm 0 VW Head Bold 13,5 pt 5.5 mm 0 VW Head Bold 18 pt 6.5 mm 0 Partner address VW Text Regular 9.5 pt 4.5 mm 0 Advertisement, page-wide, 9.5 pt For page-wide advertisements (270 mm ) or similar. Dimensions Format dimensions Logo diameter Address field line 270 mm 18 mm 0.2 mm Positioning right 1 Ø below 1/2 Ø (baseline of brand name to address field line) marketing.com/applications/advertising/advertising_dealer/index_en.html 34/38

35 to address field line) above at least 1/2 Ø Typographical specifications Type size Line spacing Character spacing InDesign Headline VW Head Bold minimum 18 pt 120 % 0 Secondary headline VW Head Bold 15 pt 120 % 0 Headline in copytext VW Text Bold 9.5 pt 4.5 mm 0 Copytext VW Text Regular 9.5 pt 4.5 mm 0 Information text / footnotes VW Text Regular 9.5 pt 3.75 mm 0 Partner name VW Text Bold 9.5 pt 4.5 mm 0 VW Head Bold 13,5 pt 5.5 mm 0 VW Head Bold 18 pt 6.5 mm 0 Partner address VW Text Regular 9.5 pt 4.5 mm 0 marketing.com/applications/advertising/advertising_dealer/index_en.html 35/38

36 Digital templates DTP The following downloads supply the templates for the dealer advertisement formats indicated. Program Format File 1 InDesign Advertisement 45 mm Copytext 8 pt Advertisement 90 mm Copytext 8 pt Advertisement 135 mm Copytext 8 pt Advertisement 135 mm Copytext 9,5 pt Advertisement 180 mm Copytext 9,5 pt Advertisement 270 mm Copytext 9,5 pt VW_Dealer_Adv_045mm_8_InDesign.zip (719 KB ) VW_Dealer_Adv_090mm_8_InDesign.zip (733 KB ) VW_Dealer_Adv_135mm_8_InDesign.zip (742 KB ) VW_Dealer_Adv_135mm_9_InDesign.zip (745 KB ) VW_Dealer_Adv_180mm_9_InDesign.zip (736 KB ) VW_Dealer_Adv_270mm_9_InDesign.zip (737 KB ) Note 1 Files of the type zip are universally usable across all platforms, but may require an additional application for it to be possible to open them. Logo and logo with brand name For professional printing purposes, the logo is available in vector-eps or PDF format for use in DTP programs. When working with the program Adobe InDesign, PDF files should be used. Application size Final artwork size Scale factor File 1 Printing with special colours Small (6-11 mm ) 100 mm mm in % VW3D+Name_SCS.zip (501 KB) Medium (12-32 mm ) 100 mm mm in % VW3D+Name_SCM.zip (1.3 MB) Four-colour printing Small (6-11 mm ) 100 mm mm in % VW3D+Name_4CS.zip (331 KB) Medium (12-32 mm ) 100 mm mm in % VW3D+Name_4CM.zip (1.0 MB) Grey-scale printing Small (6-11 mm ) 100 mm mm in % VW3D+Name_GRS.zip (228 KB) Medium (12-32 mm ) 100 mm mm in % VW3D+Name_GRM.zip (444 KB) PDF files Application size Final artwork size Scale factor File 1 Printing with special colours Small (6-11 mm ) 100 mm mm in % VW3D+Name_SCS_pdf.zip (301 KB) marketing.com/applications/advertising/advertising_dealer/index_en.html 36/38

37 Medium (12-32 mm ) 100 mm mm in % VW3D+Name_SCM_pdf.zip (583 KB) Four-colour printing Small (6-11 mm ) 100 mm mm in % VW3D+Name_4CS_pdf.zip (333 KB) Medium (12-32 mm ) 100 mm mm in % VW3D+Name_4CM_pdf.zip (858 KB) Grey-scale printing Small (6-11 mm ) 100 mm mm in % VW3D+Name_GRS_pdf.zip (262 KB) Medium (12-32 mm ) 100 mm mm in % VW3D+Name_GRM_pdf.zip (432 KB) Note 1 Files of the type zip are universally usable across all platforms, but may require an additional application for it to be possible to open them. marketing.com/applications/advertising/advertising_dealer/index_en.html 37/38

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