B R A N D M A N U A L 2 0 10Brand Manual 2010BRAND MANUALTABLE OF CONTENTSWelcomeAbout TeslaOverviewThe Tesla WordmarkThe Tesla FlagThe Tesla TRoadster LogoRoadster Sport LogoModel S LogoUnacceptable Uses of the Visual IdentityPrimary TypographyCorporate PaletteBusiness CardElectronic and Printed LetterheadEnvelopesPPT TemplateE-mail SignatureMerchandise GuidelinesApparel GuidelinesEditorial GuidelinesIntroduction0102Visual Identity0102030405060708Typography 01Colors01=Business Papers010203Electronic Applications0102Other Applications0102Editorial GuidelinesEd 01WELCOMEINTRODUCTIONWelcome to the Tesla Motors, Inc. brand guidelines. A unified and consistent use of these guidelines is one of the key ways by which we will visibly distinguish and strengthen the equity and hence the value of our brand over the medium and long-term.These guidelines are designed to help everybody involved in the production of our communications and they also play an important role in building our brand. Please take time to read and understand them: The design principles have been carefully considered and developed to ensure that our visual identity is consistent all around the world. They will continue to evolve as our requirements grow to become a fully comprehensive guide for all identity applications.This document provides detailed guidelines for working with the Tesla Motors visual identity. It includes an overview of our brand positioning, our identity toolkit, and illustrates applications for business papers and other applications. Thank you for making the brand a priority!INTRODUCTION 01ABOUT TESLAINTRODUCTIONTESLA MOTORS was founded in 2003 by a group of intrepid Silicon Valley engineers who set out to prove that electric vehicles could be awesome.THE TESLA ROADSTER hit the streets in early 2008 as a car with no equal. Two years later, over 1,000 Roadsters drive emissions-free in more than 25 countries.TESLA’S BATTERY PACKS AND POWERTRAINS will help lessen global dependence on petroleum-based transportation and drive down the cost of electric vehicles. By cooperating with other car manufacturers, we hope to put more electric cars on the road.EVERY TESLA AND EV using Tesla Technology is a step towards making increasingly affordable electric cars available to the consumer.It’s more than electric, it’s Tesla.INTRODUCTION 02VISUAL IDENTITYOVERVIEWThe Tesla Visual Identity is more than a badge or logo: it stands for who we are. It is a visual representation of our brand, our values and our commitment to be the best of the automotive and technology worlds. The relationship between each element of our visual identity has been carefully considered: the letters have been specially drawn and colors have been chosen to create a unique, distinctive mark. The relative size and position of the elements is fixed and should not be changed. There are three variations of the Tesla Visual Iden...
