BRAND BOOK 1
>> Guideline for the usage of RAVENOL branding
1
CONTENTS
This design-manual for RAVENOL and RAVENOL
AUTO SERVICE explains the most important design
elements and the use of communication and
advertising tools.
It does not only reflect the RAVENOL design but
also visualises the adoption of the subsidiary brand
RAVENOL AUTO SERVICE. So, the RAVENOL AUTO
SERVICE-identity creates a direct link to the umbrella
brand RAVENOL, thus conveying the positive pro­
perties and values for the brand RAVENOL.
The goal: to combine the design of the umbrella
brand RAVENOL with the subsidiary brand RAVENOL
AUTO SERVICE. This move is supposed to consolidate
the latter’s brand name and visualise a homogeneous
appearance.
1
Contents
2
RAVENOL – Logo
5
Made in Germany – Label
6
Colour World
7
Fonts
8
Business printed matters /Correspondency
9
AUTO SERVICE – Logo
11
AUTO SERVICE – Branding
12
AUTO SERVICE – Signage
14
AUTO SERVICE – Outdoor-Signage
18
AUTO SERVICE – Reception Area / Shop
19
AUTO SERVICE – Product-Displays
20
AUTO SERVICE – Customer Waiting Area
21
AUTO SERVICE – Placards & Banner
22
AUTO SERVICE – POS-Material
23
AUTO SERVICE – Guidance System/ Signage
24
AUTO SERVICE – Safety Signboards
25
AUTO SERVICE – Guidance System
26
AUTO SERVICE – Working Gear
27
AUTO SERVICE – Consumables
2
RAVENOL – LOGO
Whenever used, the RAVENOL logo appears in the
form displayed here are available and mustn’t be
modified.
Digital originals are available for any kind of use
and therefore, re-designing must be desisted from.
The Ravenol brand logo
4C print
RGB (Internet, screen)
Application: for instance labels, adverts,
banners, embroideries, internet
To make sure that our brand label can take full effect,
it shouldn’t be compromised by other impacts. The
minimum distance of half the logo height all round
to other design elements such as pictures, texts,
other brands should be complied with.
Half the logo height
Half the logo height
Open space
3
RAVENOL – LOGO
For all the printing methods not allowing the
4C print the versions mentioned here are available.
Other colour versions of the brand mark aren’t
permitted.
The bicoloured logo
in special colours
2C print
Is used on light backgrounds
Application: for instance umbrella
imprints
The bicoloured logo
in special colours
2C print
Is used on dark backgrounds
Application: for instance umbrella
imprints
The unicoloured logo
in special colours
1C print
Is used on blue background
Application: for instance plastic box
or bottle opener
4
RAVENOL – LOGO
For all the black and white prints, the versions
mentioned here are available.
The negative black and white logo
Black-and-white print
Other colour versions of the brand logo aren’t
permitted.
The positive black and white logo
Black-and-white print
The black and white logo
on black background
Back-and-white print
5
MADE IN GERMANY – LABEL
The ‘Made in Germany’ label is a seal of quality
and should be used on all the Ravenol advertising
tools. The label always appears in the form
displayed here and mustn’t be modified.
The ‘Made in Germany’ label
4C print
RGB (Internet, screen)
The label is subordinate to the RAVENOL logo and
is used additionally.
It has to harmonically conform to the design
(No bindingly defined standard).
The black and white logo
black-and-white print
Exception:
Double-spaced label without flag
To be used only in the case of
extremely limited space.
6
COLOUR WORLD
The colours blue, yellow and silver represent an
important identification element of our brand
identity. They convey the premium quality of our
products as well as modernity and closeness to
motor racing.
C
M
Y
K
0
20
100
0
Pantone 116 C
RAL 1021 rapeseed yellow
HKS 3
C
M
Y
K
100
73
2
0
Pantone Reflex Blue
RAL 5002 ultramarine blue
HKS 43
The colours displayed are used both in the logo
and in the entire communication.
Grayscale gradient
from 0 % K to 80 % K
Blue course consisting of
C 100
C
M
80
M
Y
0
Y
K
60
K
100
0
0
10
7
FONTS
The choice of font is a part of a distinctive brand
appearance.
Headlines, product
designation, Sublines
and accentuations
First and foremost, the fonts of the Eurostile family
are used. The chosen font must suit the respective
advertising tool / application.
For running texts and label backsides, the additional
font family Myriad Pro will be used.
Sublines, running
texts and captions
Running text,
backside texts
Eurostile Bold Extendet 2
Eurostile Bold
Eurostile Bold Oblique
Eurostile Extendet 2
Eurostile Demi
Eurostile Demi Oblique
Eurostile Medium
Eurostile Oblique
Eurostile Condensed
Myriad Pro Condensed
Myriad Pro Bold Condensed
Myriad Pro Regular
Myriad Pro Italic
Myriad Pro Bold
Myriad Pro Bold Italic
8
BUSINESS PRINTED MATTERS/CORRESPONDENCY
Our commercial printed matters and our corres­
pondence are straight-lined, clear and modern as
all our writings do not only contain information
but also reflect the self-image of the brand.
Business card
2C print
Max Mustermann
Einkauf
Ravensberger
Schmierstoffvertrieb GmbH
Jöllenbecker Straße 2
Germany – 33824 Werther
fon:
+49(0)5203/9719-00
fax:
+49(0)5203/9719-01
e-mail: mustermann@ravenol.de
www.ravenol.de
Letterhead
2C print
Ravensberger Schmierstoffvertrieb GmbH
Jöllenbecker Str. 2, 33824 Werther
Amtsgericht Gütersloh HRB 5470
USt-IdNr.: DE 813693380
Steuer-Nr.: 351/5762/0604
D-U-N-S® Nr.: 32-842-9605
Telefon
+49 (0) 52 03/ 9719-0
Telefox
+49 (0) 52 03/ 9719-41
kontakt@ravenol.de
www.ravenol.de
Bankverbindung
Commerzbank Bielefeld
BLZ: 480 400 35
Konto: 767 629 900 Space for
BIC: COBADEFF480
IBAN: DE26480400350767629900
Bankverbindung
Kreissparkasse Halle / Westf.
BLZ: 480 515 80
company
details
Konto: 2 019
388
BIC: WELADED1HAW
IBAN: DE63480515800002019388
7 3 111 3 6 37
9
Auto Service
AUTO SERVICE – LOGO
Auto Service
The following principles were developed for
the RAVENOL AUTO SERVICE logo:
Service
Logo –Auto
upright-format
AUTO SERVICE
Auto
Service
AUTO SERVICE
Logo – horizontal format
• T he writing AUTO SERVICE always is displayed
together with the RAVENOL logo.
• It is subordinate to the RAVENOL logo.
• T he logo is used in all the communication solutions to achieve maximum awareness and serve
as independent brand.
• T he writing AUTO SERVICE will be written in the
font Eurostile Demi Oblique and always in capital
letters.
• A use in small letters isn’t planned.
Additional information on the use of the logo
can be found on the following pages
Auto
AUTO Service
SERVICE
Auto Service
AUTO SERVICE
Auto
Service
Auto Service
Auto Service
Auto Service
Logo – upright format
On blue Ravenol background
AUTO SERVICE
Logo – horizontal format
On blue Ravenol background
AUTO
SERVICE
Auto Service
Auto Service
AUTO SERVICE
Auto Service
Auto Service
AUTO SERVICE
Auto Service
Auto Service
Auto Service
10
AUTO SERVICE – LOGO
A minimum open space has been defined for
the logo, no matter if upright or horizontal
format. This area guarantees that the logo is
well visible and readable.
Auto Service
Auto Service
Open space - logo upright format
AUTO SERVICE
x
x
Auto Service
x = half the logo height, all round
This open spaces has to be observed on all
the communication tools.
AUTO SERVICE
x
Please find more information on the use of
the logo on the following pages.
Auto Service
x
Auto Service
AUTO SERVICE
Open space logo – horizontal format
x
x
Auto Service
x = half the logo height, all round
AUTO SERVICE
x
x
Auto Service
Auto Service
AUTO SERVICE – BRANDING
Auto Service
The following principles were developed
for the RAVENOL AUTO SERVICE branding:
AUTO SERVICE
• T he writing AUTO SERVICE always is used together
with the RAVENOL logo.
Auto Service
• T he RAVENOL AUTO SERVICE logo is a combined
logo and deviates from the open-space rule of
the independent RAVENOL logo.
AUTO SERVICE
Auto Service
Auto Service
Auto Service
Auto Service
AUTO SERVICE
Auto Service
AUTO SERVICE
SHOP N A ME
Auto Service
Auto Service
• T he shop name or name suffix also is used
in c­ apital letters and the font Eurostile Demi
Oblique.
AUTO SERVICE
Auto Service
• T he writing AUTO SERVICE is used in the font
­Eurostile Demi Oblique and always in capital
letters.
AUTO
SERVICE
Auto Service
Auto Service
11
12
Auto Service
AUTO SERVICE – SIGNAGE
Use the following proportions for the issuing
of the labelling as displayed here in two versions:
English Version
• U
se the English version if the logo is supposed
to be displayed in horizontal format.
1/2A
AUTO SERVICE
Auto Service
x
1/4A
• D
o always use the double space d logo (Alter­
native language version), if a supplement is used
with the logo.
AUTO SERVICE
A
Auto Service
• T he RAVENOL AUTO SERVICE logo always is used
on a blue background.
1,5x
1/4A
x
• T he area in the background has to observe the
rules regarding the open space around the logo.
Auto Service
Auto Service
• T he writing AUTO SERVICE is used in the font
Eurostile Demi Oblique and always in capital
letters.
Alternative-language version
• T he shop name or name suffix also is used in
capital letters and the font Eurostile Demi
Oblique.
1/2A 1/6 A
x=
cap height
AUTO SERVICE
Auto Service
1/4A
1/4A
A
AUTO SERVICE
x
1/4A
Auto Service
2x
13
Auto Service
AUTO SERVICE – SIGNAGE
Auto Service
Use the following proportions for the issuing of the
labelling. Possible versions are displayed to the right:
Short banners / boards
• T he white area / arrow is extended to offer room
for the writing AUTO SERVICE.
• S hould a name suffix be used as visualised in the
alternative-language version, the description is
set into the white area and the RAVENOL AUTO
SERVICE logo following behind.
Auto Service
English Version
1A 1/4A
1/2A
AUTO SERVICE
A
AUTO SERVICE
1/2A
Auto Service
AUTO SERVICE
Auto Service
Auto Service
Auto Service
Alternative-language version
1A 1/4A
1/2A
Auto Service
AUTO SERVICE 1/2A
Long banners / boards
• T he RAVENOL AUTO SERVICE-Logo is displayed as
rapport split by a logo-width gap on the banner.
Auto Service
A
Auto Service
AUTO SERVICE
Auto Service
• T he RAVENOL AUTO SERVICE logo as well as the
name suffix are used alternating as rapport, interrupted by a logo-length gap.
Auto Service
English Version
The writing AUTO SERVICE is used in the font
Eurostile Demi Oblique and always in capital letters.
The shop name or name suffix also is used in capital
letters and the font Eurostile Demi Oblique.
Auto Service
1A 1/3A
A
Alternative-language version
1A 1/3A
A
Auto Service
AUTO SERVICE
Auto Service
1 Logo width
Auto Service
AUTO SERVICE
Auto Service
AUTO SERVICE
AUTO SERVICE
Auto Service
Auto Service
Auto Service
Auto Service
Auto Service
Auto Service
AUTO SERVICE
AUTO SERVICE
Auto Service
Auto Service
1 Logo width
14
AUTO SERVICE – OUTDOOR SIGNAGE
Auto Service
The outdoor signage for the AUTO SERVICE garages
is visualised as follows:
Printed version
In the upper area you see the designed signboard
that later will be used for the print and production
respectively.
AUTO SERVICE
Auto Service
The lower area shows two versions of the signboard mounted on the building.
Auto Service
Auto Service
Left
Auto Service
AUTO SERVICE
Auto Service
Auto Service
Auto Service
Right
AUTO SERVICE
AUTO SERVICE
Auto Service
AUTO SERVICE
AUTO SERVICE
Auto Service
Auto Service
15
AUTO SERVICE – OUTDOOR SIGNAGE
The flags are used to promote the brand RAVENOL
AUTO-SERVICE:
• T hey can be hanged vertical as well as horizontal
and are printable in 4C and 2C, depending on
customer requirement.
1200 mm
• T he design is supposed to strongly contrast with
the environment and promote the brand.
• I n addition to the classic visualisations to the far
left and far right, the placing of the name suffix
on the two versions in the middle is a considered
possibility
2000 mm
3600 mm
1500 mm
Banner – horizontal format, 4C
2000 mm
Banner – vertical format, 2C
Auto Service
AUTO SERVICE
AUTO SERVICE
Auto Service
• T he shop name or name suffix also is used in capital
Letters and the font Eurostile Demi Oblique.
1200 mm
• T he writing AUTO SERVICE is used in the font
Eurostile Demi Oblique and always in capital
letters.
Auto Service
Banner – vertical format, 4C
Auto Service
• T he RAVENOL AUTO SERVICE logo always is written
on a blue background. When it comes to the background area, the rules regarding the conside­
ration of the open space around the logo must
be complied with.
Auto Service
Auto Service
16
AUTO SERVICE – OUTDOOR SIGNAGE
Auto Service
Auto Service
AUTO SERVICE
Use the following proportions to create the signboards
(with name suffix). Possible versions are displayed to
the right:
P r o p ri e t o r
• Observe the 70/30% rule as visualised on this page.
SH O P NA ME
• T he RAVENOL AUTO SERVICE logo always is placed
on a blue background. When it comes to the back­ground area, the rules regarding the consideration
of the open space around the logo must be complied with.
30%
Auto Service
70%
Auto Service
AUTO SERVICE
Auto Service
• T he writing AUTO SERVICE is used in the font
Eurostile Demi Oblique and always in capital letters.
• T he shop name or name suffix also is used in capital
letters and the font Eurostile Demi Oblique.
Auto Service
AUTO SERVICE
AUTO SERVICE
70%
30%
Auto Service
Auto Service
Pr op r ie t o r
SHO P N AM E
Auto Service
AUTO SERVICE
Auto Service
70%
AUTO SERVICE
30%
Pr op r ie t o r
Auto Service
SHO P N AM E
Auto Service
17
AUTO SERVICE – OUTDOOR SIGNAGE
Auto Service
AUTO SERVICE
Im folgenden Beispiel ist eine Aussen-Beschilderung der Werkstatt dargestellt:
Pr oprietor
• T he shop name or name suffix is integrated in the
signage. Here, the proportions mentioned before –
the 70/30% rule – have to be observed.
• T o the RAVENOL AUTO SERVICE logo and the shop
name/name suffix for the signboards in the upper
area. Please don’t use any other logos.
AUTO SERVICE
S H O P N AM E
Auto Service
Auto Service
Oi l C ha nge Ser vi c i ng
Tu n in g & D ia g n o s t ics
Auto Service
Auto Service
• S ymbols illustrating the provided services
­optionally may be mounted at the sides.
Auto Service
• T he RAVENOL AUTO SERVICE logo always is written
on a blue background. When it comes to the background area, the rules regarding the consideration
of the open space around the logo must be complied with.
S H O PAUTO
N A MSERVICE
E
• T he writing AUTO SERVICE is used in the font
­Eurostile Demi Oblique and always in capital
letters.
• T he shop name or name suffix also is used in capital
Letters and the font Eurostile Demi Oblique
AUTO SERVICE
Pr op r i eto r
Oi l C ha nge Ser vi c i ng
SHOP NAME
Auto Service
Tu n in g & D ia g n o s t ics
Auto Service
18
AUTO SERVICE – RECEPTION AREA / SHOP
In the following example you see the implementation
of the advertising tools mentioned before in the
reception area of the shop.
The advertising tools as well as the interior decoration
make sure that the brand name is consolidated even
more and a that the customers are welcomed by a
homogeneous picture.
19
AUTO SERVICE – PRODUCT DISPLAYS
By means of the picture showed to the right it is
demonstrated that it is extremely important to
to make for a homogeneous brand appearance.
The POS materials are dovetailed to make sure
that the identity of the brand can be globally
presented homogeneously.
The elements, comprising communication tools,
outdoor advertising and POS materials consolidate
the brand.
To achieve this goal, please observe the design
guidelines explained in this manual.
• M
ake sure that the logo and the shop name /
name suffix can be seen clearly and distinctively.
• T hat the rules regarding the open space around
the logo are observed.
• That the products are well displayed.
Array of the products in the product display
20
AUTO SERVICE – CUSTOMER WAITING AREA
The picture to the right shows how the customerwaiting area is created to meet the homogeneous
brand appearance.
21
AUTO SERVICE – PLACARDS & BANNERS
Further advertising materials such as banners or
placards that present the brand world or the
product should be hung in the customer-waiting
area to support the brand appearance. They also
can make an impact on the customer’s purchase
decision.
The displayed poster and banner just serve as
example as different designs are available. In this
area, it has to be agreed upon the products and
posters that should be used
22
AUTO SERVICE – POS-MATERIAL
Further advertising and POS materials that can be
mounted in the customer-waiting area.
The motorbike that serves as counter display can
be filled with info material, the product catalogue
or the advertising-material catalogue.
Please find further advertising material in the
advertising material catalogue.
Counter display
POS Material
23
AUTO SERVICE – GUIDANCE SYSTEM / SIGNAGE
The following example shows you the use of the
safety signboards displayed subsequently and the
guidance system in the garage area.
The guidance system and the safety signboards are
dovetailed to make for a homogeneous appearance.
24
AUTO SERVICE – SAFETY SIGNBOARDS
Please use the safety signboards mentioned below.
English Version
• T he RAVENOL AUTO SERVICE logo always is used
on blue background. When it comes to the back­
ground area, the rules regarding the consideration
of the open space around the logo must be
complied with.
Auto Service
Auto Service
Auto Service
• T he writing AUTO SERVICE is used in the font
­Eurostile Demi Oblique and always in capital letters.
AUTO SERVICE
AUTO SERVICE
Auto Service
Alternative language version
Auto
Service
Auto
Service
Auto Service
Auto Service
AUTO SERVICE
AUTO SERVICE
Auto Service
Auto Service
25
AUTO SERVICE – GUIDANCE SYSTEM
For the guidance system please use the signage
mentioned below.
• The
RAVENOL AUTO SERVICE logo always is used
on blue background. When it comes to the back­
ground area, the rules regarding the consideration
of the open space around the logo must be
complied with.
• T he writing AUTO SERVICE is used in the font
­Eurostile Demi Oblique and always in capital
letters.
TO IL ETS
TOIL ETS
WORKBAYS
C U STO M E R A RE A
26
AUTO SERVICE – WORKING GEAR
The following examples show the working gear.
They provide a well-balanced harmony between
graphics and colours. The logos should feature a
good readability and visibleness and should be
placed on a blue background.
Please check if this design can be realised in your
desired price category and with your printing
technology.
For these articles please always use the double
spaced logo as it connotes compactness and
can be implemented in different sizes.
Manager uniform
Mechanics´ uniform
Working gear
27
AUTO SERVICE – CONSUMABLES
Auto Service
Auto Service
To make for a homogeneous appearance, quite a
number of consumables has been developed.
Auto Service
Auto Service
For these articles please use the double spaced logo
unless specified otherwise, as it connotes compactness and can be implemented in different sizes.
AUTO SERVICE
Auto Service
Further advertising materials can be found and
ordered in the advertising-material catalogue.
AUTO SERVICE
Auto Service
Auto Service
Auto Service
AUTO SERVICE
Auto Service
Auto Service
AUTO SERVICE
Auto Service
AUTO SERVICE
AUTO SERVICE
Auto Service
Forms Design
for example Inspection Report
Auto Service
Auto Service
Auto Service
Doormats
Seat cover
28
AUTO SERVICE – CONSUMABLES
Quite a number of consumables has been deve­loped to make for a homogeneous appearance.
Oil-change tag
Numerous advertising materials
For these articles please use the double spaced logo
unless specified otherwise, as it connotes compactness and can be implemented in different sizes.
Further advertising materials can be found and
ordered in the advertising-material catalogue.
Auto Service
Auto Service
Auto Service
Auto Service
Auto Service
Auto Service
Stickers
AUTO SERVICE
AUTO SERVICE
AUTO SERVICE
Auto Service
AUTO SERVICE
Auto Service
Auto Service