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MINI CI Guidelines. Updated: 10/22

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MINI CI Guidelines. Updated: 10/22 1 of 18 Typography Position Text is set exclusively Centered text is or right flush left and ragged... never permitted! and ragged. � Pay special attention to kerninig. Custom-made MINI font is very irregular and quite tight � Headlines and short leads may appear in color. Body copy always appears in black on white or white on black � Text is set exclusively flush left and ragged or flush right and ragged � Icons are used as graphical labels in communications, not standard bullets. � Referred to as chevrons or carrots. They are part of MINI Type Icon Headline font and are coordinated with the typography. Model I.D. never stands alone. Headlines/Titles MINI Type Headline abcdefghijklmnopqrstuvwxyz 1234567890.,!„”§$%&/()0?´*‘_:; Subheads and accentuations MINI Type Bold abcdefghijklmnopqrstuvwxyz 1234567890.,!„”§$%&/()0?´*‘_:; Copy, captions, margin notes, MINI Type Regular charts and tables abcdefghijklmnopqrstuvwxyz 1234567890.,!„”§$%&/()0?´*‘_:; 2 of 18 MINI WINGS LOGO 2-D logo: OOH only. 1-color logo: or certain print/gear for single color applications. applications only. Deutsch Sitemap FAQ Contact Download Tool 3-D logo: All other Identity Net Home BMW Group Rolls-Royce communications.BMW BMW Motorrad MINI MINI Identity Basic elements Symbol Clear space Basic principles ThereFor the MINI must symbol tobe produce a defined the optimum minimum effect, it must be surroundedspace all by the around the logo, separating it from other design elements which is correct amount of clear space. For this reason there must be a defined minimum Clear space halfspace allthe round height the symbol, of separating the wings. it from other Always design elements. 3-D There and are chrome and black (please refer to MINI Identity Net Part 1). Only 1 rules governing the positioning of the symbol in a layout which are specific to logodifferent permedia adtypes. and never used within body copy or as a substitution for the wordmark. The unit of measurement x corresponds to the height of the wings. Last changes: 2003-09-02 [email protected] © BMW AG Certified Pre-Owned should not be used CLEAR SPACE without the mention of MINI Next. There must be a defined minimum space all around the logo, separating it from other design elements which is the character width of the “M” in the MINI Next logo. 3 of 18 Page 14 2005-02-10 www.bmwgroup-identity.net Wordmark and LOGO PLACEMENT � Always use ALL CAPS for MINI If possible, align the top of the MINI logo wings with � MINI is never italicized the top of the headline. No other logotypes or symbols. Symbol: Asymmetrical, never centered. MINI wordmark always in ALL CAPS. MINI Mini Unless referring to a classic Mini No hyphenation mini MINI-Service MINI-SERVICE MINI 4 of 18 LOGO PLACEMENT (CONT’D) Symbol: Not framed too closely. Symbol: Do not combine with claim/URL. Never alter the MINI logo or or use the logo to accompany type or copy. 5 of 18 MINI Style Guide � “MPG” not mpg � “hwy” not HWY � Plural: “MINI.” Never, ever MINIs or even MINI’s � Boot to Bonnet No Cost Maintenance � Nothing ever gets set in italics in MINI publications � MINI Cooper S Convertible, not MINI Cooper Convertible S � It’s “MINI Cooper S Countryman ALL4,” not MINI Countryman ALL4 � Let’s Motor.® or LET’S MOTOR.® � Singular and plural references to MINI are as follows: 1 MINI, 2 MINI, 3 MINI, etc. � Use a carat > for bullets or double carats for bullets. Use a single carat for a call to action or list � Copyright Notice: © 2013 MINI USA, a division of BMW of North America, LLC. The MINI name, model names and logo are registered trademarks. � Certain words should be capitalized when they follow MINI, such as the “d” in MINI Dealer & the “o” in MINI Owner. If dealer or owner do not follow MINI, they should stay lowercase. MINI URLS � MINI URLs should be in all caps and MINI should be in bold. MINIUSA.COM � MINI Dealer URLs should be in all caps and MINI should be in bold. ANYTOWNMINI.COM 6 of 18 Brand Quick hits MINI SPEAK � Returned to U.S. 10 years ago � Trunk = boot � Owned by BMW (not promoted), with most models � Hood = bonnet still built in Oxford, England � MINI tagline = Let’s Motor® MINI PRODUCT � Brand = MINI � 7 models: Hardtop, Convertible, Coupe, Roadster, Clubman, Countryman, Paceman MINI DESCRIBED � A feisty way to move through an increasingly � 3 engine types: Cooper, Cooper S and John Cooper Works conventional world � MINI sip fuel: 35 to 37 MPG � A challenger; somewhat of an underdog � Turbocharged engines (on MINI Cooper S and � An instigator of optimism; makes people smile John Cooper Works models) � Approachable, creative, individualistic � Transverse engine (a repositioned engine to make front of car smaller) � Is like a friend or trusty sidekick—many people name their MINI � Aggressive stance with wheels at corners, like a bulldog � It’s not about getting from Point A to Point B; it’s a fun escape from the daily grind � Go-kart handling � Normal is average; MINI is NOT NORMAL � Over 10 million customization options; no two MINI are alike MINI HERITAGE � Designed in England in 1959 � Iconic, unique design; not referred to as “cute” � A fuel-efficient, affordable car that maximizes interior space in a small package � Beats bigger, more expensive cars in races such as Monte Carlo and Dakar Rally � Pop icon in the 1960s; The Beatles, David Bowie royalty—everyone adored MINI 7 of 18 Deutsch Sitemap FAQ Contact Download Tool Identity Net Home BMW Group Rolls-Royce BMW BMW Motorrad MINI MINI Identity Basic elements Frames Frames put the visual communication in the right light. They can never be empty, but can jut out into the black part of an application. For reasons of clarity of the Deutsch Sitemap FAQ Contact Download Tool Rules communication content, frames are not employed in the following examples. Identity Net Home BMW Group Rolls-Royce BMW BMW Motorrad MINI MINI Identity 1. Background 2. Number of frames 3. Format reference 4. Contact 5. Encapsulation Basic elements FRAMES Frames Frames put the visual communication in the right light. They can never be empty, but can jut out into the black part of an application. For reasons of clarity of the Rules communication content, frames are not employed in the following examples. � The key design element � Frames can be placed inside other frames. Inner frame must 6. Combinationcome into contact7. Extension with the8. Multiplicationouter frame 9.on Frame at width least 2 sides10. Colour Deutsch �Sitemap Frames shouldFAQ focus, separate,Contact connectDownload and Tool structure � The frames can never be empty 1. Background 2. Number of frames 3. Format reference 4. Contact 5. Encapsulation � Frames should match car color, be sampled Identity Net Home BMW Group Rolls-Royce BMW BMW Motorrad MINI from color photography or chosen from design MINI Identity colors for black & white arrangements Basic elements � Frame colors: 2 colors per page maximum �5. FramesEncapsulation that touch each other must be different colors. Use Frames Frames put the visual communication in the right light. They can never be empty, Framesonly can greybe placed withinside other a frames.body The color,inner frame ormust white come into contact with with a the body outer frame color. �6.but CombinationFrames can jut out must into the7. Extensionbleedblack part off of an of application. at8. Multiplication least For 1 edgereasons9. of Frame clarity width of the 10.on Colour at least two sides. With one frame inside another, the rule of format reference still applies. The larger Rules communication content, frames are not employed in the following examples. frame is taken as the format margin. Last changes: 2003-12-12 [email protected] © BMWWhen AG using yellow All use of convertibles frame, top must be in creative should open per Nat Geo have open topped 1. Background 2. Number of frames 3. Format reference 4. Contact 5. Encapsulationagreement frame �3. NoFormat more reference than 3 frames per page The frames have a clear relationship to the format: they bleed on at least two sides. � � If 2 or 3 frames are used, they touch each other on at least 1 side. They may not overlap � Do not use a yellow frame around a full page, only around Last changes: 2003-12-12 a portion of the page, being sure to leave a significant black 6. Combinationand no space7. Extensionshould be between8. Multiplication the frames9. Frame width 10. Colour [email protected] © BMW AG space 4. Contact If two or three frames are used, they touch each other on at least one side. They may not overlap and there may be no space between the frames. 8 of 18 Last changes: 2003-12-09 [email protected] © BMW AG Page 7 2005-02-10 www.bmwgroup-identity.net Page 5 2005-02-10 www.bmwgroup-identity.net Page 6 2005-02-10 www.bmwgroup-identity.net Frame DESIGN � G Standard Frame WIDTHS Online: � 300x250, 7 pixels � 728x90, 7 pixels � 160x600, 7 pixels � 468x60, 7 pixels Print � Full page (13”x21”), 26 pts � Half page (13”x10.5”), 13.5 pts � Quarter page (6.75”x10.5”), 13.5 pts OOH � 14x48, 18 pts @ .5”= 1’ � 30 Sheet, 15 pts @ .5”=1’Colors E-mail Signatures � 535x120 pixel size, always use template provided by Marketing Workshop or BSSP � If signature doesn’t need legal, the creative should be cropped around the frame. Final GIF size should be: 505x65 pixels � If legal is needed, use legal layer within file. Indent copy three spaces before asterisks to allow breathing room from edge of email body.
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