Fiat Brand Mark Guidelines - FCA Corporate Identity Design

The FIAT Brand Key Visual Elements and Usage Guidelines

Contents3FIAT Brand Mark4FIAT Brand Mark Guidelines4Trademark Ownership Statement5Exclusion Zone6Primary Fiat Brand Mark7Secondary Fiat Brand Mark8Tertiary Fiat Brand Mark9-11Fiat 500 Brand Mark12Rules Of Use13Brand Mark Integrity14-15Brand Mark Colors16Glossary17ContactsFIAT Brand Mark Key Visual Elements and Usage Guidelines May, 2015page 2

FIAT Brand MarkThe FIAT brand mark is a specially designed anddistinctive graphic image. Any alteration weakens itsimpact and value; modifications to its style, proportionsand letterforms are not permitted. The brand mark mustbe used correctly, in its original form, and only authorizeddigital artwork may be used for reproduction.The FIAT brand mark is a valuable corporate asset and isprotected by law. Any commercial use of the FIAT brandname, or brand mark by any entity outside FCA US LLCrequires the prior written approval of FCA Italy S.p.A.FIAT Brand Mark Key Visual Elements and Usage Guidelines May, 2015page 3

Brand Mark GuidelinesRegistration MarkThe word FIAT is a registered trademark. Use asuperscript registration mark ( ) after the word FIAT ina headline and in the first appearance within body copyand every time the reference changes.Trademark Ownership StatementRecognition of the FIAT brand’s company origin isaccomplished through the use of the mandatorytrademark ownership statement. It must be wordedexactly as folllows:“ (YEAR) FCA US LLC. All Rights Reserved. FIATis a registered trademark of FCA Group MarketingS.p.A., used under license by FCA US LLC.”The trademark ownership statement must appear inlegible text on every communication.FIAT Brand Mark Key Visual Elements and Usage Guidelines May, 2015page 4

Brand Mark GuidelinesXExclusion ZonePreserving the space surrounding the FIAT brandmark is equally important. No extraneous elementssuch as text, photographs, or graphic images shouldinterfere the exclusion zone.XXThe exclusion zone surrounding the brand markmust be equal to ½ the radius of the brand markwhen used alone.XNOTE:X the diameter of the FIAT Brand Mark, without thedrop shadow.FIAT Brand Mark Key Visual Elements and Usage Guidelines May, 2015page 5

Brand Mark GuidelinesThe Primary FIAT Brand MarkAPrimary (4C 3-D)20mm – 1000mmBPrimary (4C 2-D Medium)Shown on pages 5 through 7 are the Primary,Secondary and Tertiary versions of the FIAT BrandMark. Specific usage and size requirements mustbe followed to ensure the optimal reproductionof the brand mark. Conformance to these rules ismandatory.APrimary (4C 3-D)For the reproduction of the brand mark with adiameter between 20mm – 1000mm15mm – 19mmThe Primary 4C 3-D brand mark must be usedwhere dimensions, reproduction methods andprinting techniques allow. The brand markalways retains both shadow and glint, unlessprinted on a black background, where theshadow is dropped.BCPrimary (4C 2-D Medium)For the reproduction of the brand mark with adiameter between 15mm – 19mm.CPrimary (4C 2-D Minimum)10mm – 14mm(without background lines)Primary (4C 2-D Minimum)For the reproduction of the brand mark with adiameter between 10mm – 14mm.This artwork does not include the verticalbackground lines.FIAT Brand Mark Key Visual Elements and Usage Guidelines May, 2015page 6

Brand Mark GuidelinesThe Secondary FIAT Brand MarkDDSecondary (BW 3-D)20mm – 1000mmUse only if the Primary versioncannot be usedESecondary (4C 2-D Maximum)Use only when applicationrequires more than 1000mmSecondary (Grayscale 3-D)Use only if the 4C 3-D (Primary A) option cannotbe used. For the reproduction of the brand markwith a diameter between 20mm – 1000mmThe photographic version of the brand markmust be used in cases involving the use ofone-color reproduction. The brand mark alwaysretains both shadow and glint, unless printedon a black background, where the shadow isdropped.ESecondary (4C 2-D Maximum)For the reproduction of the brand markwith a diameter more than 1000mm.This brand mark is used for large-scale, highresolution reproduction.FIAT Brand Mark Key Visual Elements and Usage Guidelines May, 2015page 7

Brand Mark GuidelinesTertiary FIAT Brand MarkThe black and white version of the FIAT BrandMark is used when grayscale printing may bejeopardized. The version used for reproductionon a black background differs from that used forreproduction on a white background.FTertiary (BW Maximum)For the reproduction of the brand mark with adiameter of 20mm – 1000mm.For use when limited to one-colorreproduction and the quality of the Grayscale3-D brand mark is jeopardized.GTertiary (BW Medium)For the reproduction of the brand markwith a diameter of 15mm – 19 mm.HTertiary (BW Minimum)For the reproduction of the brand markwith a diameter of 10mm –14 mm.This artwork does not include the verticalbackground lines.FGTertiary (BW Maximum)20mm – 1000mmUse only if the Secondaryversion cannot be usedTertiary (BW Medium)15mm – 19mmH Tertiary (BW Minimum)10mm – 14mm(without background lines)FIAT Brand Mark Key Visual Elements and Usage Guidelines May, 2015Tertiary (BW Maximum negative)20mm – 1000mmTertiary (BW Medium negative)15mm – 19mmTertiary (BW Minimum negative)10mm – 14mm(without background lines)page 8

Brand Mark GuidelinesPRIMARYPRIMARYXFIAT 500 Brand MarkPreserving the free space surrounding the primaryFIAT 500 Brand Mark lockup is important. Noextraneous elements such as text, photographs, orgraphic images should interfere with the exclusionzone. The exclusion zone surrounding the brandmark must be equal to ½ the diameter of the brandmark.XThe same usage rules that apply to the FIAT Brandmark apply to the FIAT 500 brand mark.XXThe horizontal (secondary) version of the lockupshould only be used when the vertical versioncannot be – should a circumstance arise due tolayout space constraints.Always use the lockup as provided – the size andrelationship of the 500 to the Primary 4C 3-D brandmark are essential in maintaining the integrity of thebrand mark.Within copy, the first mention should always readFIAT 500. For all additional mentions, using only500 is appropriate.XNOTE:X the diameter of the FIAT Brand Mark, without thedrop shadow.XXXXSECONDARYSECONDARYXFIAT Brand Mark Key Visual Elements and Usage Guidelines May, 2015page 9

Brand Mark GuidelinesFIAT 500 Brand markThe same usage rules that apply to the FIAT Band mark, apply to the FIAT 500 brand mark.PRIMARY4C 3-D Lockup Maximum20mm – 1000mm4C 3-D Lockup Medium15mm – 19mm4C 3-D Lockup Minimum10mm – 14mm(without background lines)SECONDARYGrayscale 3-D Lockup Maximum20mm – 1000mm4C 2-D Lockup MaximumApplications over1000mmFIAT Brand Mark Key Visual Elements and Usage Guidelines May, 2015page 10

Brand Mark GuidelinesFIAT 500 Brand markThe same usage rules that apply to the FIAT Band mark apply, to the FIAT 500 brand mark.TERTIARYBW Lockup Maximum20mm – 1000mmBW Lockup Maximum negative20mm – 1000mmBW Lockup Medium15mm – 19mmBW Lockup Medium negative15mm – 19mmFIAT Brand Mark Key Visual Elements and Usage Guidelines May, 2015BW Lockup Minimum10mm – 14mm(without background lines)BW Lockup Minimum negative10mm – 14mm(without background lines)page 11

Brand Mark GuidelinesRules of UseThe FIAT Brand Mark may not be used in headlinesor text.The FIAT Life Type the word FIAT in the same font as the rest of theheadline or text.When the word FIAT appears in headlines or text, itshould be typed in the font being used rather thaninserting the brand mark – and MUST BE SHOWN INALL CAPS. DO NOT use FIAT as a stand-alone noun DO NOT use as a plural noun (FIATS) DO NOT use as a possessive (FIAT’S Brand Mark)THELIFEDo not use the FIAT brand mark in headlines or text.FIAT Brand Mark Key Visual Elements and Usage Guidelines May, 2015page 12

Brand Mark GuidelinesBrand Mark IntegrityThe FIAT brand mark must be used in its originalform without modification. It is not to be combinedwith another graphic element, such as text,illustration or brand logotype.The FIAT brand mark may not be used in headlinesor text.In poorcontrastcontrast withwith theIn poorthebackgroundbackgroundThe FIAT brand mark is NOT to be displayed: As a repeated pattern or decorative device As a screen or tint Combined with elements other than anapproved marketing theme line In poor contrast with the background Obscured by an overprintCombined with any other brand markCombined with the FCA brand mark On a background which has texture, patternor gradation Reversed incorrectly Positioned incorrectly With altered colors With modified proportions or position of thebrand logotype or brand badgeWith altered colorsWith altered colors With other elements within its area ofisolation Within a confined shape border or spacePositioned incorrectlyFIAT Brand Mark Key Visual Elements and Usage Guidelines May, 2015page 13

Brand Mark ColorsPrintThe FIAT color palette is a powerful means of visualcommunication. Color builds recognition and has thepower to evoke a desired emotion that enhances communication. The color palette reflects the essence ofthe FIAT Brand.If Pantone 877 cannot be used,Pantone Cool Gray 6U may be substitutedPANTONE 7427CMYK: 8 100 55 32RGB: 150 23 46PANTONE 7428CMYK: 0 80 45 55RGB: 132 43 55PANTONE 877PANTONE COOL GRAY 6UCMYK: 0 0 0 31RGB: 186 188 190FIAT Brand Mark Key Visual Elements and Usage Guidelines May, 2015page 14

Brand Mark ColorsDigitalThe primary FIAT digital brand color is red. Secondarycolors include rich red, black, gray and dark gray. Thepreference for defining colors in the digital space is byusing HEX (Hexadecimal). Hexadecimal color codesare used for HTML and may be referred to as HTMLcolor. As an alternative, RGB values are acceptableand are valuable in cross-checking correct colors.PRIMARY REDHEX #941711SECONDARY RICH REDHEX #660000GRAYHEX #666666DARK GRAYHEX #FFFF00BLACKHEX #020000FIAT Brand Mark Key Visual Elements and Usage Guidelines May, 2015page 15

GlossaryBrand1) A product or group of products with distinctcharacteristics.2) A marketing name and “experience orpersona” identifying and representing aspecific product, service or organization.Brand BadgeSymbol, trademark or badge representing andassociated with a specific product or service.Brand logotypeSpecial art containing one or more words orletterforms used to identify a product or service inbusiness and marketing communications.Negative ArtArt, such as a brand mark or brand mark, which iscreated and/or reproduced in white or a light coloron a dark background.Theme line1) A specifically worded statement which definesthe relationship to the parent organization, e.g.,“A brand of FCA US LLC.”2) A theme line may refer to a statementwhich is used consistently in a promotion orcommunication program.TypefaceA unique alphabet or family of alphabets. e.g., GillSans Light, and Gill Sans Regular.Brand MarkArt which combines the brand logotype and brandbadge. The brand mark is the primary element ofbrand identification.Free Space or Area of IsolationThe designated clear space surrounding a brandmark, logotype or identity element which mustbe free of text, other brand marks, graphics,textures, etc.LockupThe final form of a brand mark or logo which includes additional elements locked in their relativepositions. To maintain consistency, the lockupmust not be taken apart or altered in any way.Registration MarkThe registration mark (the letter R enclosedwithin a circle ) is the registration symbolwhich indicates that the word or brand mark is aregistered trademark.FIAT Brand Mark Key Visual Elements and Usage Guidelines May, 2015page 16