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Brand Identification Manual

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Brand Identification Manual Subaru of America, Inc. Brand Identification Manual Fourth Edition - 2012 MY Table of Contents Welcome The Subaru Brand Subaru Logo & Confidence in Motion (CIM) Section A - Subaru Logos • Subaru Logo Restrictions • Required Isolation Area • Subaru Brand Logos • Confidence in Motion Logos • Flat Logos • Broadcast Logos • Common Logo Errors • CIM Usage Recommendations Section B - Sub-Logos • Subaru Sub-Logo Restrictions • Region, Zone and Department • Program Logos • Product Logos • Affiliate Logos Section C - Fonts • Primary Brand Fonts • Alternate Section D - Style Overview • The Subaru Campaign • Campaign Elements • Print Elements • Marketing Examples Section E - Vehicle Graphics • Vehicle Decals & Magnets • Vehicle Decal Design Elements • Vehicle Decal Examples • Vehicle Magnet Examples Section F - Subaru Style Guide (Glossary) • Purpose • A - Z Terminology • Numerals • 2012 MY Vehicle Model Names • Model Type • Product Materials Disclosure I Table of Contents Welcome This Brand Identity Manual is to be used for all Subaru Print Communications Corporate Employees Creative Services Contact Information Subaru employees or consultants directly involved with Subaru creative The Creative Services Department (CS) is an integral part of the Marketing De- materials are encouraged to use the Subaru Guidelines for assistance in partment. This department was started over 5 years ago to develop support col- achieving an overall consistent Subaru Brand Identity message. Employees lateral for affiliate grass roots marketing and have expanded efforts to support are encouraged to share the information in this manual with their creative any area necessary in marketing. Recently this department has expanded their vendors, copywriters and anyone that directly affects Subaru creative mate- services outside of HQ to support the Regional and Zone Marketing Managers rials. This manual establishes specific guidelines with the intent to create for various design, promotional items and print needs. Creative Services also brand communication continuity. works closely with the internal Subaru Print Shop to print as many materials in-house as possible. Therefore there are no design fees, only fees for print production and shipping are billed to the account number provided. Fill out a Vendors Project Request Form found on the Marketing Intranet > Marketing Services page and submit it to schedule your creative request. Any branding questions Any internal or external creative vendor employed by Subaru of America, Inc. may also be directed to anyone of the persons below: is REQUIRED to adhere to the strict rules in this brand manual. These guide- lines were developed in order to provide concise logo requirements, creative Kathleen Flanagan - Creative Services Manager reference, and strategic direction for all agencies involved with Subaru print [email protected] for an overall integrated Subaru brand message. This manual establishes 856-488-3260 specific guidelines with the intent to create brand communication continuity. Christina Neighbor - Graphic Designer [email protected] Brand Identity Manual Updates 856-488-8612 Please refer to the date on the front cover and footer of your copy of the Steve Telesmanic - Print Production Manager Brand Identity Manual to ensure you have the most current version available. [email protected] Updates will be posted on the Corporate Intranet site and Subaru Marketing 856-488-5062 Resource Center. Each corporate department representative is responsible for sharing any updates with their respective agency. Thank You The current Brand Book, and the confidential Campaign Evolution, Brand & Thank you for helping to further promote and unify the Subaru brand image. Carline Messaging Guides are resources which are available to appropriate As our brand continues to develop, updates to this document will be made. employees and vendors upon request. Please contact Tim Tagye (ttagye@ subaru.com) in the Marketing Department for authorization. II Welcome The Subaru Brand What makes a Subaru, a Subaru? A company’s brand is its most important asset. A brand is a leadership tool. It is a unique identity of your com- pany and your business perspective. A brand defines your business, products and services you offer. It is a guarantee of quality. Your brand helps your business establish a relationship with customers and define your position in the market. The brand makes a promise to customers and key stakeholders that must be delivered at every touchpoint. Brand identity is key to communicating the brand promise and is often the biggest investment into the success of a company. The consistent presentation of the brand and its related promise, when applied to advertising, literature, corporate collateral, presentations and websites, helps to connect our brand to our consumers. This is executed in many ways, especially through the presentation of corporate logos and the use of a recognizable creative style. The goal is to provide consistency to enable our audiences to easily and clearly recognize who we are and what we stand for. The Subaru Philosophy is to create customer excitement for what makes Subaru a smart and distinctive auto- motive brand - “What Makes a Subaru, a Subaru?” Our communications should reflect our brand image of fun, freedom, adventure, confidence and control. Along the way, we create passion and excitement that translates into lasting customer relationships and positions the Subaru brand for long-term success. III The Subaru Brand History of the Subaru Star Cluster Logo When Fuji Heavy Industries Ltd. (F.H.I.) entered the automobile industry in 1958, it established Subaru as its exclusive automobile brand. Since then, the Six Stars Symbol and SUBARU logo have supported several generations of Subaru cars. “Subaru” is the Japanese name for Pleiades, a prominent cluster of stars in the constellation Taurus. The easily-recognized Pleiades cluster can be seen clearly in Japan’s winter skies to the right of Orion. As a result, Pleiades has served as a trusty guide for ancient travelers around the world throughout the ages. The Star Cluster graphic is the symbol of the Subaru brand and when used in combination with the SUBARU logo type, it is the most important brand identity symbol. The design symbolizes the six brightest “Subaru stars” of the Pleiades cluster enclosed in an ellipse, indicating that it is just one part of the cluster. The SUBARU logo type expresses the brand name and is used in combination with the Star Cluster graphic (excluding certain exceptions approved by F.H.I.). Global Brand Statement - Confidence in Motion Confidence in Motion is the global brand statement for Fuji Heavy Industries (F.H.I.). “Confidence” is a measure of trust and sure-footed reliability which reflects FHI’s commitment to engineering excellence which inspires Subaru customers. By putting that confidence “in Motion,” FHI declares to move with the times and anticipate customer expectations. Starting in 2012 MY, “Confidence in Motion” (CIM) will be incorporated below the Subaru logo in Marketing Communications. While the written words “Confidence in Motion” will be added below the Subaru logo, it is not planned to dilute the essence of the Love campaign. “Love.” and “Its what makes a Subaru, a Subaru.” is planned to continue in both written and verbal communication.. Refer to the CIM logos and the Logo Usage Recommendations pages at the end of Section A for guidance. iV Logo History/Confidence in Motion Subaru Logo Restrictions Required Isolation Area Subaru Brand Logos Confidence in Motion Logos Section A: Subaru Logos Flat Logos Broadcast Logos Common Logo Errors Logo Usage Recommendations Section A: Table of Contents Logo Restrictions: • Always use the original logo artwork provided by Subaru of America, Inc. • Do not modify the original logo marks in ANY way. • Do not stretch the logo in any direction to fill a space. Always reduced SUBARU LOGO RESTRICTIONS: or enlarge the logo proportionately. • Do not use filters or special effects found in graphics programs such as; This manual explains the regulations concerning 3D four color, grayscale, glow, emboss, blur, sketch, etc... ‘flat’ logo rules to comply with Subaru Brand Identity standards. These logos and their various file formats can be found on the subarumarketing. • Do not separate the word “SUBARU” or the star cluster graphic. com resource site or via the Subaru Corporate Intranet. All photography and current national print campaign examples can also be accessed on • Do not mimic the stylized word “SUBARU” from the logo alone as text. this resource site. • Do not remove the ® (registration mark, circle R) for any reason SOA has provided the logo in several file formats and size options that are unless otherwise noted in the manual (such as embroidery). most frequently required for various print and online purposes. Should a user have a special logo format request please contact the Creative • The ® (registration mark, circle R) may be dropped off embroidery items Services Department (Kathleen Flanagan at [email protected], or and on promotional items with small size restrictions. Christina Neighbor at [email protected]) to address your needs. • Do not rotate or use the logo on an angle (vehicle decal exception). • Do not insert the logo or portion of the logo to be used as text. • Do not screen the logo back or use it as a watermark. • Do not alter the spacing between the logo components. • Do not use a logo that is blurry or pixilated. • Do not place the logo directly on a score, fold or cut on print materials. • The logo must stand clear of any other design and graphics elements on a page. Please refer to the “Isolation Area Rules” page of this manual. Section A: Subaru Logo Restrictions REQUIRED Isolation Area Horizontal Solid line represents proper (minimum) REQUIRED 1/2 of the height Dotted line represents Isolation Space. star cluster oval live logo boundary (pink lines do NOT print) Full height of REQUIRED Isolation Area star cluster oval The term “Isolation Area” refers to the white space sur- rounding the Subaru brand logo mark as well as the Confidence in Motion (CIM) logos.
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