C A D I L L A C V I S U A L I D E N T I T Y G U I D E L I N E S1B R A N D S T R A T E G Y & V I S U A L I D E N T I T Y G U I D E L I N E S V E R S I O N 2 . 0 — 0 5 / 2 0 / 2 0 2 2These guidelines are for internal, authorized Cadillac team reference only. No portion of these guidelines can be made public or distributed in any media. Any ads, claims, incentives, and/or talent featured must be cleared prior to use and are for reference only. You shall be solely liable for your failure to comply with the foregoing and your use of these guidelines.2C A D I L L A C B R A N D B O O KV E R S I O N 1 . 02A N E W C H A P T E R F O R A N A M E R I C A N I C O NF O R E W O R D3C A D I L L A C B R A N D B O O KV E R S I O N 1 . 03F O R E W O R DThis document is an overview and introduction to the Cadillac Visual Identity. It is not just a logo, but a dynamic system that informs our appearance, our attitude and our expressions. It is not just an aesthetic, but a synthesis of big ideas that support what Cadillac does today and aspires to do in the future.4C A D I L L A C B R A N D B O O KV E R S I O N 1 . 04The Cadillac Visual Identity was created in response to both practical requirements and big ambitions. To show up with clarity and confidence in an ever-shifting media landscape. To empower consistent yet nuanced expressions for diverse global markets. To pioneer a new vision of luxury for the next generation of drivers. To step into the future while recapturing the magic of our legacy. F O R E W O R D5C A D I L L A C B R A N D B O O KV E R S I O N 1 . 05C A D I L L A C V I S U A L I D E N T I T Y G U I D E L I N E SBrand cannot solve these challenges on its own. But the Cadillac Visual Identity was engineered to anchor, animate, and inspire the entire organization as it steps into a second century of setting, and defining, the Standard of the World.F O R E W O R D56C R E A T I V E B R I E FP R O J E C T V I S I O ND E S I G N O B J E C T I V E SC R E AT I V E P R I N C I P L E SC R E AT I V E O P P O R T U N I T I E SA forward-thinking but firmly Cadillac visual identity Expressed through a distilled yet dynamic systemThat guides the brand into the futureD E F I N E a uniquely Cadillac take on the EV futureE L E VAT E Cadillac’s expression of luxuryH U M A N I Z E the brand experienceR E S O N AT Ewith more people in more placesB O L D S O P H I S T I C AT E DO P T I M I S T I CR E D U C T I O NCreate room to breathe and move R I C H N E S SMake reductivity feel rich and experientialE X P R E S S I O NCreate a uniquely Cadillac imagery POVE M O T I O NCapture compelling human emotionF U T ...
