Marketing GuidelinesSeptember 2021Version 1.3September 2021IntroductionAcura Marketing GuidelinesAcura is a premium performance brand. These marketing guidelines were created to maintain a unified brand identity for Acura. In the following sections, you will find details regarding logos (including minimum sizes and safe areas), colors, typefaces, photography, and graphics. We demonstrate how to use these elements in different mediums, such as print, digital, and broadcast.September 2021Table of ContentsAcura Marketing GuidelinesTABLE OF CONTENTSLogo IntroCaliper SymbolLogo Safe SpaceLogo Minimum SizesLogo LockupsLTMD Lockup1.11.21.31.41.51.6Logo DosLogo Color CombinationsLogo Don’ts1.71.81.9Performance ColorsModel and Campaign ColorsType S ColorsMotorsports and Livery ColorsCorporate Colors2.12.22.32.42.5Futura Now For AcuraAcura BespokeAcura PerformanceAvenirTypography Hierarchy3.13.23.33.43.5Headline Type SettingsTypography Dos and Don’ts3.63.7Performance PhotographyStatic PhotographyStudio PhotographyMotorsports Photography4.14.24.34.4Model NamesMotorsports GraphicsMotorsports Graphics Usage Examples5.15.25.3PrintDigitalRetail6.16.26.3Type S Logo Intro Type S Logo LockupType S Logo Safe Space Type S Logo Dos Type S Logo Don’ts Logo: All-New Type S 7.17.27.37.47.57.6BRANDINGCOLOR PALETTETYPOGRAPHYPHOTOGRAPHYGRAPHICSWORK EXAMPLESTYPE S1.02.03.04.05.06.07.0pg. pg.pg. pg.pg. pg.pg. 01131927323741Acura Marketing GuidelinesSeptember 2021 Page 1BRANDING1.0Acura Marketing Guidelines Page 2September 20211.0 BrandingConsistent use of these logos according to the following guidelines will help reinforce the Acura image and strengthen the brand. There are two versions of the Acura logo. The horizontal version is the primary logo and should be used whenever possible, while the stacked version is secondary and should be used on an as-needed basis.The Acura Precision Crafted Performance lockup should, where possible, be the primary logo lockup for all outbound consumer-facing communications that promote the brand and brand image; this includes advertising and communications. Precision Crafted Performance can be applied to any promotional piece that is consistent with the Acura brand and reflects the brand direction of Precision Crafted Performance.Precision Crafted Performance should not be used when it does not appear easy to read or would be distorted. Please see the legibility section for specific usage related to logo size.LOGO INTRO1.1Horizontal - Primary:Stacked - Secondary:Acura Marketing Guidelines Page 3September 20211.0 Branding1.2CALIPER SYMBOLThe caliper symbol represents Precision Crafted Performance.When using the caliper in marketing pieces, the full Acura logo must appear within the medium. The full Acura logo can be shown with or without the Precision Crafted Performance tagline to meet the minimum size and legibility requirements.The caliper may be used for sibling brands such as Acura Motorsports and Acura...
