Volvo Brandidentity and Communication Guideline1. INTRODUCTIONVolvo Brand Identit y and Communication Guideline – March 2016 3Content1. Introduction 4Related assets 5The Volvo trademark rules 6Golden rules to protect the Volvo trademark 72. Our brand – our heritage 8Above all, we´re competent 10Keys to purpose-built communication 12Things to talk about before you start 143. Core elements 16Brand carriers 18Typography 34Colors 404. Tone of voice 45Writing for both heart and mind 48 A dialogue 505. Tonality in imagery 52Many lenses, one brand 54The essence of our brand 56 Images reflecting different stages 58Products 60People 74Places 90PR 94Conceptual images 98Photographing a useful image 1006. Stationery 103General rules 106Business cards 107Name tags 108Letterheads 110Envelopes 112Compliments slips 114Fax sheets 116Invoices 118E-mail signatures 1197. Printed material 121How to put the wow into printed material 124General rules 126 Brochures, covers 130 Brochures, inside spreads 140Information sheets 144Magazines 150Advertising 154Posters 160Safeguarding the white margin 166 Rollups 168Billboards and large printed banners 174Direct marketing 188 8. Presentations 209The tools for a great presentation 212 Internal presentations 216 External presentations 2229. Film 229Project our brand, frame by frame 230A good plan makes a great film 232Film types 234An epic film 238Film duration 240Consistency is key 24210. Digital 251Immediately recognizable as an interface with Volvo 254 Brand identity basics for our digital communication 256 Web 258 Software service and system 260Mobile apps 262Social media 264 E-mail newsletter 266 Web banners 268 11. Radio 275Sounds like our brand 278 Radio 28012. PR 283Act as the spokesperson for the industry 286Sharpen your delivery 28813. Packaging 291Packaging 294Labels on boxes 29514. Vehicles 297Corporate vehicles 300Service vehicles 301Volvo-branded service vehicles 302Side stripe on service vehicles 304Volvo Action Service 305Dual- and multi-brand dealer vehicles 306Multi-branded vehicles 30715. Clothing 309Corporate clothing 312In multi-branded environments 313AppendixVolvo font equivalents Film production from A–ZPromoting financial offers1. INTRODUCTION4 Volvo Brand Identit y and Communication Guideline – March 2016These guidelines are designed to encapsulate the perceptions of the Volvo brand in all our communication. They outline the visual identity standards of the Volvo brand as used in external communication. Consistently and with accuracy, across communication, channels and business entities – across the globe.Consistency in look and feel, values and brand personality is the cornerstone of our communication strategy. By creating compelling and coherent brand experiences that add value to the target audiences and clearly support each Volvo-branded business, we promote our common objective: To make Volvo the world’s most preferred brand...
