Colours Primary colours Secondary colours Combination of colours Colour definitions Digital templates

Transcription

1 Colours Primary colours Secondary colours Combination of colours Colour definitions 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/basic/basic_elements/colours/index_en.html 1/16

2 Colours Volkswagen Corporate Design is clear, authentic and reduced. And so is the new colour system. Specially defined primary and secondary colours produce an unmistakable and striking colour scheme that is immediately recognised by customers, partners and employees. marketing.com/basic/basic_elements/colours/index_en.html 2/16

3 Primary colours The primary colours form the basis of every design. Their use dominates the Volkswagen identity. The Volkswagen primary colours are Volkswagen Blau and White. Volkswagen Blau is used for the logo only and may not be used elsewhere. White is characteristic for Volkswagen design and is therefore used for large areas. A supplementary primary colour is used to produce an exclusive visual appearance: Volkswagen Chrom. Screening of the primary colours is not permitted. Volkswagen Blau White Volkswagen Chrom Volkswagen Blau is reserved for the logo. White is used for large areas. marketing.com/basic/basic_elements/colours/index_en.html 3/16

4 Volkswagen Chrom is used to produce an exclusive appearance. marketing.com/basic/basic_elements/colours/index_en.html 4/16

5 Secondary colours The secondary colours comprise four grey shades and four colour compositions. The colour compositions coordinate with each other and consist each of four colour shades. Colour composition 1 Colour composition 2 Colour composition 3 Colour composition 4 PANTONE 542 PANTONE 390 PANTONE 1788 PANTONE 116 PANTONE 299 PANTONE 361 PANTONE 186 PANTONE 137 PANTONE 300 PANTONE 336 PANTONE 187 PANTONE 166 PANTONE 295 PANTONE 560 PANTONE 7421 PANTONE 732 Grey shades PANTONE 427 PANTONE 428 PANTONE 430 PANTONE 432 Note The colour compositions and grey shades listed above are specifically defined for print applications. For specific campaigns and events, different colours derived from the existing colour compositions may also be used by agreement with the Volkswagen brand s CI team. Information on design using the colour compositions and grey shades can be found at: Combination of colours Contact CI / CD Management Volkswagen AG Marketing Strategy Volkswagen Brand Brieffach Wolfsburg Germany marketing.com/basic/basic_elements/colours/index_en.html 5/16

6 Combination of colours Permissible colour combinations Volkswagen is colourful but never garish. For this reason, only one of the four colour compositions is generally ever used in applications. Either one colour shade can be used or the colour shades in a colour composition can be combined. A colour composition may also be combined with the grey shades or with Volkswagen Chrom for a high-quality application. If all four colour shades in a colour composition and the grey shades are not sufficient for design, the colours in a further colour composition can be used in special cases. However, these should only be used for accentuation in charts or disturbers. The grey shades can also be used on their own for design. One colour in a colour composition Several colours in a colour composition marketing.com/basic/basic_elements/colours/index_en.html 6/16

7 Several colours in a colour composition + grey shades Several colours in a colour composition + grey shades + additional colours Grey shades Don ts The basic shade of every design is white. Colours should therefore not be used excessively or exclusively throughout. marketing.com/basic/basic_elements/colours/index_en.html 7/16

8 A random combination of individual colour shades from the four colour compositions is not permitted. The Volkswagen colour system is perfectly balanced and the individual colours precisely defined. The use of non-defined colours is therefore not permitted. White should dominate as the primary colour; the excessive use of other colours is not permitted. Shades from different colour compositions may not be randomly combined. marketing.com/basic/basic_elements/colours/index_en.html 8/16

9 Non-defined colours are not used. marketing.com/basic/basic_elements/colours/index_en.html 9/16

10 Colour definitions Printing colours Colour PANTONE CMYK * Primary colours Volkswagen Blau 2945 ** White 0,0,0,0 Volkswagen Chrom 877 5/0/0/30 Grey shades PANTONE ,0,0,8 PANTONE ,0,0,20 PANTONE ,0,0,50 PANTONE ,0,0,75 Colour composition 1 PANTONE ,15,0,5 PANTONE ,0,0,0 PANTONE ,40,0,0 PANTONE ,55,0,55 Colour composition 2 PANTONE ,0,100,5 PANTONE ,0,100,0 PANTONE ,30,85,20 PANTONE ,30,70,70 Colour composition 3 PANTONE ,80,70,0 PANTONE ,100,80,0 PANTONE ,100,90,15 PANTONE ,100,40,65 Colour composition 4 PANTONE ,17,100,0 PANTONE ,40,100,0 PANTONE ,70,100,0 PANTONE ,70,100,60 marketing.com/basic/basic_elements/colours/index_en.html 10/16

11 Note * CMYK applications based on proofs according to the bvdmprocess standard for offset printing 2007 (FOGRA 39 or ISO : 2004/Amd1) on 135 g/m 2 IID paper, reference colours: PANTONE Formula Guide Solid Coated fourth edition. ** No definition according to CMYK as Volkswagen Blau is exclusively used in the logo and only Pantone is used as a printing colour. Screen colours Colour srgb decimal * srgb hexadecimal * Primary colours Volkswagen Blau ** ** White 255,255,255 #FFFFFF Volkswagen Chrom 187,194,197 #BBC2C5 Grey shades PANTONE ,238,237 #EAEEED PANTONE ,215,217 #CFD7D9 PANTONE ,148,160 #8994A0 PANTONE ,67,76 #33434C Colour series 1 PANTONE ,177,221 #73B1DD PANTONE 299 0,177,235 #00B1EB PANTONE ,116,172 #2274AC PANTONE 295 0,60,101 #003C65 Colour series 2 PANTONE ,201,0 #B9C900 PANTONE ,174,48 #51AE30 PANTONE 336 0,93,77 #005D4D PANTONE 560 0,65,60 #00413C Colour series 3 PANTONE ,79,68 #EA4F44 PANTONE ,0,44 #E4002C PANTONE ,45,32 #C82D20 PANTONE ,0,25 # Colour series 4 PANTONE ,209,0 #FFD100 PANTONE ,170,0 #FAAA00 PANTONE ,135,31 #FF871F PANTONE ,90,40 #8C5A28 marketing.com/basic/basic_elements/colours/index_en.html 11/16

12 A range of colours which differs from the general colour spectrum has been developed for online applications. These have been adapted to suit media-specific requirements such as contrast or accessibility. Colour srgb decimal * srgb hexadecimal * Grey 1 240,240,245 #F0F0F5 Grey 2 230,230,230 #E6E6EB Grey 3 51,51,51 # Grey 4 17,17,17 # Note * srgb values on the basis of colorimetric measurements using the existing CMYK applications for four-colour printing. srgb is the standard colour space for PC monitors and colour and photo printers for home and office applications, as well as for Microsoft Windows, Office programs and the web standards of the W3C. ** No definitions according to srgb as Volkswagen Blau on screen applications is only used in the logo. Corporeal colours Volkswagen colours are defined according to the RAL and NCS colour system for use as corporeal colours (paints). The corresponding article numbers of the film manufacturer 3M are also provided. Colour RAL NCS 3M Primary colours Volkswagen Blau * * CHMN White 9003 Signal white S 0300-N Volkswagen Chrom 9006 White aluminium ** AHMN Grey shades PANTONE 427 Design S 1002-B PANTONE Light grey S 2002-G PANTONE Tele grey 2 S 4005-R80B PANTONE Anthracite grey S 7010-R90B Colour series 1 PANTONE 542 Design S 0540-R90B PANTONE 299 Design S 1060-B PANTONE 300 Design S 2065-R90B PANTONE 295 Design S 6030-R80B Colour series 2 PANTONE 390 Design S 1070-G70Y PANTONE 361 Design S 1075-G20Y PANTONE 336 Design S 4550-B90G PANTONE 560 Design S 7020-B90G marketing.com/basic/basic_elements/colours/index_en.html 12/16

13 PANTONE 560 Design S 7020-B90G Colour series 3 PANTONE 1788 Design S 0580-Y90R PANTONE Traffic red S 1085-Y90R PANTONE Signal red S 2070-R PANTONE Wine red S 5040-R10B Colour series 4 PANTONE Rape yellow S 0580-Y PANTONE 137 Design S 0580-Y20R PANTONE Traffic orange S 0580-Y60R PANTONE 732 Design S 7020-Y60R Note * No definition according to RAL or NCS as Volkswagen Blau is exclusively employed in the logo, and the use of Volkswagen Blau on large areas is not permitted. ** No NCS definition provided as this colour system does not feature metallic paints. For corporeal colour applications of Volkswagen Chrom, the RAL paint is to be used. PowerPoint A range of colours which differes from the general colour spectrum has been developed for the use of the Volkswagen colour system in PowerPoint. These have been adapted to suit media-specific requirements such as contrast or accessibility. Colour srgb decimal 1 srgb hexadecimal 1 Application White 255,255,255 #FFFFFF Background PANTONE ,67,76 #33434C Text PANTONE ,116,172 #2274AC Shadow PANTONE ,67,76 #33434C Title text PANTONE ,215,217 #CFD7D9 Fill area PANTONE 295 0,60,101 #003C65 Highlight PANTONE ,177,221 #73B1DD Highlight, hyperlink PANTONE ,148,160 #8994A0 Highlight, hyperlink (visited) Accentuation colours PANTONE ,174,48 #51AE30 PANTONE 336 0,93,77 #005D4D PANTONE ,45,32 #C82D20 PANTONE ,0,25 # PANTONE ,209,0 #FFD100 PANTONE ,135,31 #FF871F All colours are automatically changed to contrasting shades of grey in the black-and-white printout of a presentation. marketing.com/basic/basic_elements/colours/index_en.html 13/16

14 the black-and-white printout of a presentation. Note 1 srgb values on the basis of colorimetric measurements using the existing CMYK applications for four-colour printing. srgb is the standard colour space for PC monitors and colour and photo printers for home and office applications, as well as for Microsoft Windows, Office programs and the web standards of the W3C. marketing.com/basic/basic_elements/colours/index_en.html 14/16

15 Digital templates Colour templates of the Volkswagen colours are available to you for various programs for four-colour printing (CMYK) and for screen applications (srgb). Program File 1 Adobe Illustrator CMYK VW_Colours_CMYK_Illustrator.zip (18.3 KB ) srgb VW_Colours_sRGB_Illustrator.zip (20.5 KB ) Adobe InDesign CMYK VW_Colours_CMYK_InDesign.zip (1.1 MB ) srgb VW_Colours_sRGB_InDesign.zip (1.1 MB ) Adobe PageMaker CMYK VW_Colours_CMYK_PageMaker.zip (11.2 KB ) Adobe Photoshop CMYK VW_Colours_CMYK_Photoshop.zip (1 KB ) srgb VW_Colours_sRGB_Photoshop.zip (2 KB ) CorelDraw CMYK VW_Colours_CMYK_CorelDraw.zip (1 KB ) srgb VW_Colours_sRGB_CorelDraw.zip (1.1 KB ) GIMP / Inkscape srgb VW_Colours_sRGB_GIMP.zip (1.2 KB ) Macromedia FreeHand CMYK VW_Colours_CMYK_FreeHand.zip (1 KB ) srgb VW_Colours_sRGB_FreeHand.zip (1.7 KB ) QuarkXPress CMYK VW_Colours_CMYK_QuarkXPress.zip (4.3 KB ) Note 1 Files of the type.zip are universally usable across all platforms, but may require an additional application to be opened. marketing.com/basic/basic_elements/colours/index_en.html 15/16

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