Motorcraft Logo Usage Guidelines

Transcription

1 Primary Logo 13FordMotorcraft_Clear_4C_R01.eps Motorcraft is a registered trademark of Ford Motor Company. The primary logo is to be used whenever possible. Every effort should be made to use this logo on all four-color print pieces. If background colors or images cause logo to lose readability, backgrounds should be adjusted to improve readability or use the reversed version 13FordMotorcraft_Clear_4C_R01.eps as shown in this logo usage document. This logo should not be altered in any way including, but not limited to, adding highlights, drop shadows or outlines. 1

2 Clear Space/Minimum Use As the primary visual representative of the new Global Motorcraft Brand, the Motorcraft logo should stand out from other graphic elements. Whenever the Motorcraft logo is used, it must be surrounded with at least a minimum area of clear space. No illustrative matter, words, symbols or marks are to intrude upon this area. This clear space is indicated by the X-unit below. The X-unit is based on the height of the o in the Motorcraft unit height. The Motorcraft logo must be a minimum of 1.125" in width " Minimum Use (1.125"/81 pixels in height) Color Palette Motorcraft red Process Black White Pantone Pantone Process Black White CMYK RGB HEX E1261C CMYK RGB HEX CMYK RGB HEX FFFFFF 2

3 Print Primary Use Logo Full-Color (CMYK) EPS For use in print applications when the logo will sit on a light or white background. 13FordMotorcraft_Clear_4C_R01.eps Full-Color (CMYK) Reversed EPS For use in print applications when the logo will sit on a dark background. For use primarily when bisecting the letterbox. See page 8 for example. 13FordMotorcraft_Framed_4C_R01.eps 2 Spot-Color (PMS485, Black) EPS For use in print applications when the logo will sit on a light background. Spot colors use the Pantone Plus values of PMS 485C and Pantone Process Black C. 13FordMotorcraft_Clear_2S_R01.eps 2 Spot-Color (PMS485, Black) Reversed EPS For use in print applications when the logo will sit on a dark background. Spot colors use the Pantone Plus values of PMS 485 and Pantone Process Black. For use primarily when bisecting the letterbox. 13FordMotorcraft_Framed_2S_R01.eps 3

4 Print Flat Black EPS For use in print applications on light or white backgrounds where full-color cannot be used due to cost or production limitations. 13FordMotorcraft_Clear_K_R01.eps Flat Black Reversed EPS For use in print applications on dark backgrounds where full-color cannot be used due to cost or production limitations. For use primarily when bisecting the letterbox. 13FordMotorcraft_Framed_K_R01.eps Flat White EPS For use in print applications on dark backgrounds where full-color cannot be used due to cost or production limitations. 13FordMotorcraft_Framed_Rv_R01.eps 4

5 Digital Primary Use Logo Full-Color (RGB) PNG For use in Web and social media applications, and digital presentations when the logo will sit on a light or white background. 13FordMotorcraft_Clear_4C_R01.png Full-Color (RGB) Reversed PNG For use in Web and social media applications, and digital presentations when the logo will sit on a dark background. 13FordMotorcraft_Framed_4C_R01.png Flat Black (RGB) PNG For use in Web and social media applications, and digital presentations when the logo will sit on a light or white background where full-color cannot be used. 13FordMotorcraft_Clear_K_R01.png Flat Black (RGB) Reversed PNG For use in Web and social media applications, and digital presentations when the logo will sit on a dark background where full-color cannot be used. 13FordMotorcraft_Framed_K_R01.png 5

6 Digital Primary Use Logo Full-Color (RGB) JPG For use in Web and social media applications, and digital presentations when the logo will sit on a white background. 13FordMotorcraft_Framed_4C_R01.jpg Flat Black (RGB) JPG For use in Web and social media applications, and digital presentations when the logo will sit on a white background where full color cannot be used. 13FordMotorcraft_Framed_K_R01.jpg 6

7 Print Ad ( Macro Campaign) Branding The following elements, shown on the next page in a standard page ad for Motocraft, are key components of the GL+S (Global Look and Style) of which Motorcraft is a part. Variable configurations have been created to ensure flexibility from a messaging standpoint. Letterbox Horizontal bands of white create a sense of motion while providing the supporting framework for the strategically sound creative and emotionally rich imagery that the center area is meant to contain. Note that Motorcraft only uses the bottom white letterbox. Motorcraft Logo Anchoring this key element to the letterbox, whenever possible, presents it in a position of confident prominence and visibility. When speaking specifically to the Motorcraft brand, bisect the logo bottom right when possible. Concept Area The space above the letterbox is the flexible area where the creative concept is to be brought to life in the best possible way through idea, design and the spirit of the brand. Modular Graphic Box A Motorcraft Red box is anchored to the left side of the ad and is meant to be used as a modular device to contain headline and body copy messaging. It can expand and collapse based on the amount of content and can also be flanked to the right by a minor visual box and the URL black modular box. It is not to be extended completely across the ad. As a general rule for this modular system, try not to extend the Morocraft Red box past 3/4 of the total width of the ad, especially when using a minor visual box. Typography The One Ford GL+S approach to typographic style provides a range that encompasses everything from flexible type as art to a prescriptive typographic lockup flanked with the use of graphic bars. This is globally necessary to ensure the ability to serve our creative and regional needs. The guiding principle should be What best brings this idea to life? The mandate is that all type must be created using Ford Antenna, the global Ford font and the global font for Motorcraft. The Helvetica Neue font family should no longer be used on any creative pieces for Motorcraft. URL All ads should sign off with a URL. Only include www within the URL if the domain is new and/or not widely recognized, e.g., biz, cc, tv. The example on the next page shows the URL in the optional area center below the logo rather than in the modular black box in the concept area. 7

8 Print Ad ( Macro Campaign) Branding Graphic Box Body Copy Headline A big, new warranty for all the little details. Go ahead, take a closer look at our alternators. We ensure every part specifically fits Ford vehicles, down to the last detail. Which means more confidence every time you turn the key. 2 YEARS. UNLIMITED MILEAGE. LABOR INCLUDED. * Subhead Concept Area Letterbox * Labor limited to $150. See your seller for a copy of the limited warranty. Motorcraft is a registered trademark of Ford Motor Company. motorcraft.com Optional URL Area Disclaimer Motorcraft Logo These size callouts are based on a U.S. consumers magazine page ad with a trim size of 7.875" x 10.5." Scale proportionately from this template when designing to other sizes. Headline Copy: 17/20pt Ford Antenna Bold, U/L case, flush left, reversed, indented.5" Subhead Copy: 10/12pt Ford Antenna Bold, All Caps, flush left, reversed, indented.5" Body Copy: 9/12pt Ford Antenna Regular, U/L case, flush left, reversed, indented.5" Disclaimer Copy: 7/8pt Ford Antenna Cond Light, U/L case, flush left, 70% K, indented.5" 8