Zero Emission Communication Activity
‘ the new car ’ Creative Guideline
NISSAN MOTOR CO., LTD.
January, 2012
The latest Version.
English
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
0
‘ the new car ’ Introduction
■
0
‘ the new car ’
After more than 100 years of automotive history, it's time for something radically new.
A car with no oil, no gas tank, no transmission, no tailpipe.
A car that runs on 100% electricity, an energy source that can be made locally,
cheaply and ecologically.
A car that charges while you sleep, while you shop, while you work.
A car that embraces recycled materials.
A car so vastly original, it will change the way we build, drive and think about cars
for years to come.
Within ‘ the new car ’ palette, two colors are dominant.
Whereas the electric yellow carries an energy and boldness.
Midnight blue depth and sophistication. It feels high end and technological, without the starkness of black.
Because this is a car like no other before it, it needs to be introduced like no car before it.
Our campaign and messaging should be bold, imaginative and, above all, truthful.
This campaign should feel fresh, vivid, insightful and human.
The elegance of its execution should result in a simple takeaway that inspires curiosity.
This guideline prescribes a graphic element to tell attractively.
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
1 Zero Emission Communication Activity
‘ the new car ’
2 ‘ the new car ’ Design System
2-1 ‘ the new car ’ Elements
2-2 In case ( Hero Angles, Inforgraphic )
3 ‘ the new car ’ Advertising Design System
3-1 ‘ the new car ’ Advertising Elements
3-2 ‘ the new car ’ Advertising Application
4 ‘ the new car ’ Event Design System
4-1 ‘ the new car ’ Event Elements
4-2 ‘ the new car ’ Event Application
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
1.1
1.1
Introduction
The Zero Emission Communication Activity “the new car” Creative Guideline has been formulated to stipulate visual expressions and their usage in electric vehicle
advertising activities, which is a part of Nissan brand’s Zero Emission communication initiative.
* Zero Emission : Nissan is committed to Zero Emission leadership, taking a holistic approach to promote a sustainable society.
Example
The 100% electric vehicle
100%
This isThe
the dummy
copy forelectric
Nissan. The realvehicle
copy will reflect the Nissan tone and manner. It will
be simple. It will humanize and energize. And, of course, it will have a nice little wink that will
make you smile.
Nissan. Innovation That Excites.
January, 2012
NISSAN MOTOR CO.,LTD.
Global Marketing Strategy Division
Communication and Media strategy Department
NISSAN MOTOR CO.,LTD.
Global Brand Division
Global Brand Strategy & Management Department
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
1.2
1.2
Scope
Scope
Vehicle
Parts
Accessory
Message
Elements
Information
System
Dealer
outlet
Service
e.g., NAVI,
e.g.,
Charging
Station
e.g.,
Insurance
Lease
Event
of LEAF
AD Communication of LEAF
Still
Online AD
OOH
Flyer
Movie
Vehicle
Brochure
Exhibit
Motorshow
Owner’s manual
Nissan Brand
The existing Guidelines
+
Zero Emission
or
Zero Emission Visual Identity System Design Guidelines
‘ the new car ’
100% electric
Nissan LEAF
※
Zero Emission Communication Activity
‘ new car ’ Creative Guideline
※ For ‘ the new car ’ in the case of the use hope.
Contact QMP.
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
1.3
1.3
Elements
’ the new car ’ Creative Guideline consists of two elements, namely Nissan brand mandatory element and EV ( electric vehicle ) exclusive element.
It has been designed in a way that LEAF’s advertisement communication deliverable will help create the image of both Nissan brand and electric vehicle, “LEAF.”
Example
See
Nissan
VI
guideline
Nissan brand
or
mandatory elements
NISSAN BRAND
CREATIVE EXPRESSION
Nissan Brand Logo
Zero Emission Logo Mark
Nissan Brand Logo
Tag line
Model name
Tag line
Font ( Nissan AG )
Hero Angle
Background color
Model name ( Nissan LEAF )
THE FEELING OF FREEDOM FROM THE PUMP
This is the dummy copy for Nissan. The real copy will reflect the Nissan tone and manner. It will
be simple. It will humanize and energize. And, of course, it will have a nice little wink that will
make you smile.
Nissan. Innovation That Excites.
Accent color / Message
Mandatory
Zero Emission Logo Mark
Infographic
Accent color ( Yellow )
Message ( Nissan AG )
EV exclusive elements
‘ the new car ’
guideline
Background color
Communication word
Hero Angle
Infographic
Follow the
rules stipulated
in the guideline
upon use.
Event 100% electric
Nissan LEAF
※
Communication word ( Nissan AG )
※
Unique to
individual regions.
Establishing communication word will require validation at ZECC.
Contact ZECC of Secretariat office ( QMP ).
*Hero Angle is Japanese specifications.
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
1.4
1.4
‘ the new car ’ EV exclusive element
■ Model name
Nissan + Model name
Indicate “ LEAF ” on License plate.
Contact QMP about Model name.
Nissan AG
Nissan LEAF
■ Zero Emission Logo Mark
The Zero Emission logo mark is the core element which constitutes
the visual image of Zero Emission. Always use the horizontal type
when used in combination with Nissan brand logo or other elements.
Horizontal Type
Vertical Type
■ Accent color
Accent color has been established to evoke energy of both the sun
and electricity in a powerful, energetic fashion.
It should be used for headlines and model name to make the appeal effective.
Yellow
■ Message
Used in conjunction with the headline to clearly
communicate the fact that the vehicle is electric powered.
100% electric
■ Background color
Background color has been established to communicate the science
and ingenious technology applied to the vehicle.
Midnight Blue
Midnight Blue gradation
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1.5
‘ the new car ’ EV exclusive element
1.5
■ Hero Angle
Hero Angles are specific angles established to convey the attractiveness of
’ the new car ‘ and should be used for key visuals of catalog cover page,
website top page, and/or posters.
Hero Angles
*Hero Angle is Japanese specifications.
■ Infographic
Infographic has been established to convey information relevant to
’ the new car ‘ in an attractive manner. Use infographic color for
illustrations and/or graphs in 2D or 3D.
Infographic
Infographic color
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
1.6
‘ the new car ’ EV exclusive element
1.6
■ Communication word
Communication word that is unique to individual regions may be established.
However, establishment of a Communication word will require validation at ZECC.
Contact ZECC of Secretariat office ( QMP ).
Example)
the new car
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
1 Zero Emission Communication Activity
‘ the new car ’
2 ‘ the new car ’ Design System
2-1 ‘ the new car ’ Elements
2-2 In case ( Hero Angles, Inforgraphic )
3 ‘ the new car ’ Advertising Design System
3-1 ‘ the new car ’ Advertising Elements
3-2 ‘ the new car ’ Advertising Application
4 ‘ the new car ’ Event Design System
4-1 ‘ the new car ’ Event Elements
4-2 ‘ the new car ’ Event Application
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
2.1.1
Model name / Font・Minimum Clear Space
2.1.1
■ LEAF must be indicated in conjunction with the name, Nissan.
Nissan AG
Nissan LEAF
■ Minimum Clear Space
0.5 a
0.5 a
0.5 a
0.5 a
a
0.5 a
Nissan LEAF
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
2.1.2
Model name / Background colors ・ Indication colors
2.1.2
■ Background colors ・ Indication colors
Background color : Midnight Blue Pantone289
Nissan LEAF
Indication color : Yellow Pantone 102
Background color : Yellow Pantone 102
Nissan LEAF
Indication color : Midnight Blue Pantone289
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
2.1.3
Zero Emission Logo Mark
2.1.3
■ Zero Emission Logo Mark
Vertical Type
Horizontal Type
■ Background color
Zero Emission Logo Mark may not be placed over ‘ the new car ‘ accent color, ‘ Yellow ’.
Zero Emission Logo Mark may not be placed over creative color, Midnight Blue gradation.
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
2.1.4
Accent color
2.1.4
■ Accent color
Yellow
Pantone 102
CMYK: C5 M3 Y100 K0
RGB : R251 G231 B0
HEX : FBE700
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
2.1.5
Message 100% electric
2.1.5
■ Font : Nissan AG
100% electric
Always indicate the phrase ‘ 100% electric ’ in conjunction with the headline.
■ Sample
Headline
The 100% electric vehicle
This is the dummy copy for Nissan. The real copy will reflect the Nissan tone and manner. It will
be simple. It will humanize and energize. And, of course, it will have a nice little wink that will
make you smile.
Nissan. Innovation That Excites.
Print Advertising
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
2.1.6
Background color
2.1.6
■ Background color
Midnight Blue
Midnight Blue gradation
Pantone 289
CMYK: C100 M55 Y10 K75
RGB : R0 G33 B67
HEX : #001332
Pantone 289
CMYK: C100 M55 Y10 K75
RGB : R0 G33 B67
HEX : #001332
Pantone 295
CMYK: C100 M58 Y0 K40
RGB : R0 G68 B124
HEX : #002e5f
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
2.1.7
Communication word
2.1.7
■ Font : Nissan AG
the new car
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
1 Zero Emission Communication Activity
‘ the new car ’
2 ‘ the new car ’ Design System
2-1 ‘ the new car ’ Elements
2-2 In case ( Hero Angles, Inforgraphic )
3 ‘ the new car ’ Advertising Design System
3-1 ‘ the new car ’ Advertising Elements
3-2 ‘ the new car ’ Advertising Application
4 ‘ the new car ’ Event Design System
4-1 ‘ the new car ’ Event Elements
4-2 ‘ the new car ’ Event Application
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
2.2.1
2.2.1
Hero Angle
FRONT VIEW
REAR VIEW
Uniqueness of the electric vehicle,
LEAF : new flat type charging port
under the Nissan Brand Logo at vehicle fore.
Uniqueness of the electric vehicle,
LEAF : The absence of a tailpipe
SIDE VIEW
*Hero Angle is Japanese specifications.
Hero Angle footages are provided by the Global Marketing Department.
Inquiry : QMP
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
2.2.2
Hero Angle / Background color
2.2.2
■ Background color
Always use Midnight Blue or Midnight Blue gradation for Hero Angle background color.
Midnight Blue
Midnight Blue gradation
Do not use accent color, Yellow as
background color for hero angle images.
*Hero Angle is Japanese specifications.
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
2.2.3
2.2.3
Hero Angle / Exception
■ Exception
The use of Hero Angle shot is applicable only to diverse top pages (brochure cover page, website top page, posters) and key visuals.
Hence, shots taken from other angles may be used for other media.
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
2.2.4
Infographic-1
2.2.4
■ Infographic
Information relevant to Nissan brand
Zero Emission electric vehicle ( i.e.: LEAF )
Color: Accent color Pantone 102
Other information
Color :
Select a color from
the infographic color
palette.
Yellowisshould
alwayscolor
be used
to designate
information
about Nissan
LEAF,
Yellow
the accent
to be
used to deliver
key messages
concerning
or key massage.
Nissan
brand Zero Emission electric vehicle ( i.e. : LEAF ) and / or
Nissan brand Zero Emission.
Graph title and values are to use colors chosen from infographic colors.
Useuse
multiple
colorscolors
to make
graphaeasily
understandable.
The
of multiple
herethe
creates
clear view
of graphs and charts.
Colors
to scales
be used
for units
andare
scales
should
be selected
carefully
Units
and
typeface
colors
carefully
selected
to ensure
visibility ,
in order
to being
highlight
visuals.
but
graphs
the key
visual.
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
2.2.5
Infographic-2
2.2.5
■ Infographic
Information relevant to Nissan brand
Zero Emission electric vehicle ( i.e.: LEAF )
Color: Accent color Pantone 102
Other information
Color :
Select a color from
the infographic color
palette.
Even
when used
in simple
graphics,
secondary
should be used to
Use multiple
colors
to make
the graph
easily colors
understandable.
make
information
data
poptoout
the page
including
some
Yellowrelevant
is the accent
colorand
to be
used
beofused
to deliver
key messages
background
art
direction.
concerning Nissan brand Zero Emission electric vehicle ( i.e. : LEAF ).
Colors to be used for units and scales should be selected carefully
in order to highlight key visuals.
Use
colors
whenare
indicating
information
relevant
other than
Whilelighter
all other
elements
dark, these
bright colors
draw to
thevehicles
eye to fellow
the information
we are
trying toelectric
convey.vehicle.
Even simple dotted line make
Nissan
brand Zero
Emission
the charttographically
Colors
be used iconic.
for information/element should have less luminance
in order to highlight the information one wishes to convey.
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
2.2.6
Infographic color
2.2.6
■ Infographic color
Pantone 638
CMYK: C100 M0 Y0 K0
RGB : R0 G174 B239
HEX : #00AEEF
Pantone Rhod. Red
CMYK: C0 M100 Y0 K0
RGB : R236 G0 B140
HEX : #EC008C
Pantone 368
CMYK: C65 M0 Y100 K0
RGB : R98 G187 B70
HEX :#62BB46
Pantone 300
CMYK: C100 M83 Y0 K15
RGB : R14 G63 B140
HEX : #0E3F8C
Pantone 032
CMYK: C0 M100 Y100 K0
RGB : R237 G28 B36
HEX : #ED1C24
Pantone 396
CMYK: C25 M0 Y95 K0
RGB : R202 G219 B54
HEX : #62BB46
Pantone Black
CMYK: C0 M0 Y0 K100
RGB : R000 G000 B000
HEX : #000000
Pantone White
CMYK: C0 M0 Y0 K0
RGB : R255 G255 B255
HEX : #FFFFFF
Pantone 2597
CMYK: C75 M100 Y0 K0
RGB : R102 G45 B145
HEX : #662D91
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
1 Zero Emission Communication Activity
‘ the new car ’
2 ‘ the new car ’ Design System
2-1 ‘ the new car ’ Elements
2-2 In case ( Hero Angles, Inforgraphic )
3 ‘ the new car ’ Advertising Design System
3-1 ‘ the new car ’ Advertising Elements
3-2 ‘ the new car ’ Advertising Application
4 ‘ the new car ’ Event Design System
4-1 ‘ the new car ’ Event Elements
4-2 ‘ the new car ’ Event Application
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
3.1.1
3 . 1 .1
Elements
’ the new car ’ Creative Guideline consists of two elements, namely Nissan brand mandatory element and EV ( electric vehicle ) exclusive element.
It has been designed in a way that LEAF’s advertisement communication deliverable will help create the image of both Nissan brand and electric vehicle, “LEAF.”
Example
See
Nissan
VI
guideline
Nissan brand
or
mandatory elements
NISSAN BRAND
CREATIVE EXPRESSION
Nissan Brand Logo
Zero Emission Logo Mark
Nissan Brand Logo
Tag line
Model name
Tag line
Font ( Nissan AG )
Hero Angle
Background color
Model name ( Nissan LEAF )
THE FEELING OF FREEDOM FROM THE PUMP
This is the dummy copy for Nissan. The real copy will reflect the Nissan tone and manner. It will
be simple. It will humanize and energize. And, of course, it will have a nice little wink that will
make you smile.
Nissan. Innovation That Excites.
Accent color / Message
Mandatory
Zero Emission Logo Mark
Infographic
Accent color ( Yellow )
Message ( Nissan AG )
EV exclusive elements
‘ the new car ’
guideline
Background color
Hero Angle
Infographic
Follow the
rules stipulated
in the guideline
upon use.
※
Communication word ( Nissan AG )
※
Unique to
individual regions.
Establishing communication word will require validation at ZECC.
Contact ZECC of Secretariat office ( QMP ).
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
Combination criteria /
Nissan Brand Logo, Tagline, Zero Emission Logo Mark
3.1.2
■ Combination criteria / Indication
Zero Emission Logo Mark is aligned with the center of Nissan Brand Logo.
Ensure minimum margin C in between Nissan Brand Logo and Zero Emission Logo Mark. Note that C should be greater than or equal to A.
Primary
Exception
W
A
1/18W
3.1.2
B
C≧ A
W
1/18W
1/18W
0.3B
* Nissan Brand Logo
center alignment
H
LEAF
Zero Emission
Instant Acceleration
Seating for 5
LEAF
Zero Emission
Instant Acceleration
Seating for 5
1/18H
* For Nissan brand mandatory element rules, follow the latest NISSAN BRAND CREATIVE EXPRESSION.
* Brocher varies in size of Zero emission logo mark. Please refer to 3.2.7.
■ Do not
LEAF
LEAF
LEAF
LEAF
Zero Emission
Zero Emission
Zero Emission
Zero Emission
Instant Acceleration
Instant Acceleration
Instant Acceleration
Instant Acceleration
Seating for 5
Seating for 5
Seating for 5
Seating for 5
* Nissan Brand Logo and Zero Emission Logo Mark may not be indicated diagonally, vertically.
* In case, no space, Nissan Brand Logo and Zero Emission Logo Mark may be indicated diagonally, vertically.
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
1 Zero Emission Communication Activity
‘ the new car ’
2 ‘ the new car ’ Design System
2-1 ‘ the new car ’ Elements
2-2 In case ( Hero Angles, Inforgraphic )
3 ‘ the new car ’ Advertising Design System
3-1 ‘ the new car ’ Advertising Elements
3-2 ‘ the new car ’ Advertising Application
4 ‘ the new car ’ Event Design System
4-1 ‘ the new car ’ Event Elements
4-2 ‘ the new car ’ Event Application
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
3.2.1
3.2.1
Print Advertising
■ For Nissan brand mandatory element rules, follow the latest NISSAN BRAND CREATIVE EXPRESSION.
W
1/18W
0.3B
* Nissan Brand Logo
center alignment
B
Headline Color : Yellow
Pantone 102
Vehicle image : Hero Angle
The 100% electric vehicle
This is the dummy copy for Nissan. The real copy will reflect the Nissan tone and manner. It will
be simple. It will humanize and energize. And, of course, it will have a nice little wink that will
make you smile.
Nissan. Innovation That Excites.
Background Color:
Midnight Blue Pantone 289 /
Midnight Blue Gradation Pantone 289 - 295
Body copy Color :
White 100%
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
3.2.2
Online Advertising / Banner Still image ・ Flash animation
3.2.2
■ For Nissan brand mandatory element rules, follow the latest NISSAN BRAND CREATIVE EXPRESSION.
A
C≧A
Ensure minimum margin C inbetween Nissan Brand Logo and Zero Emission Logo Mark.
Note that C should be greater than or equal to A.
B
0.3B
* Nissan Brand Logo
center alignment
Model name in headline
Headline Color :
Yellow Pantone 102
The 100% electric
Nissan LEAF
Background Color:
Midnight Blue Pantone 289 /
Midnight Blue Gradation Pantone 289 - 295
Vehicle image : Hero Angle
*Hero Angle is Japanese specifications.
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
3.2.3
3.2.3
Out of Home Advertising
■ For Nissan brand mandatory element rules, follow the latest NISSAN BRAND CREATIVE EXPRESSION.
A
C≧A
Ensure minimum margin C inbetween Nissan Brand Logo and Zero Emission Logo Mark.
Note that C should be greater than or equal to A.
0.3B * Nissan Brand Logo center alignment
B
Model name in headline
Headline Color :
Yellow Pantone 102
The 100% electric
Nissan LEAF
Background Color:
Midnight Blue Pantone 289 /
Midnight Blue Gradation Pantone 289 - 295
Vehicle image : Hero Angle
*Hero Angle is Japanese specifications.
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
3.2.4.1
Print Advertising / Cross car line flyer / General brochure
3.2.4 .1
■ Indication of ‘ the new car ’ on a cross car line flyer and /or general brochure
Information space for ‘ the new car ’ . Follow ‘ the new car ’ guideline.
ABCDEFGHIJKLNMOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyg
12345678910
Information space for ‘ the new car ’ .
Follow ‘ the new car ’ guideline.
Information space for cross car line flyer and general brochure.
Follow the each guideline.
Sample
ABCDEFGHIJKLNMOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyg
12345678910
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(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
Print Advertising / Cross car line flyer /General brochure
Not Applicable
3.2.4.2
3.2.4 .2
■ Not Applicable
Quick charger flyer and /or brochure of peripheral for EV
Follow Zero Emission Visual Identity System Design Guidelines guideline.
Electric Vehicle
Quick Charger
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
3.2.5
Zero Emission Communication Activity ‘ the new car ’ Creative Guideline
Zero Emission Communication Activity ‘ the new car ’ Creative Guideline
3.2. 5
Movie
■ When inserting Zero Emission Logo Mark into a movie, insert before fade-out of Nissan Brand Logo .
■ Television Advertising Sign-off
For Nissan brand mandatory element rules, follow the latest NISSAN BRAND CREATIVE EXPRESSION.
■ Inserting Zero Emission Logo Mark in a movie
When inserting Zero Emission Logo Mark into a movie, insert Vertical Type or Horizontal Type before fade-out of Nissan Brand Logo + Tagline.
Vertical Type
Background color : Midnight Blue
Pantone 289
Horizontal Type
Background color : Midnight Blue
Pantone 289
■ Indicating Zero Emission Logo Mark in a movie.
Indication of Zero Emission Logo mark in movies is permitted.
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
3.2.6
3.2.6
Brochure Cover
■ For Nissan brand mandatory element rules, follow the latest NISSAN BRAND CREATIVE EXPRESSION.
W
1/18W
1/18W
1/18W
LEAF
B
Model name is indicated
within this space.
1/18W
B
Background Color:
Midnight Blue Pantone 289 /
Midnight Blue Gradation Pantone 289 - 295
Vehicle image : Hero Angle
*Hero Angle is Japanese specifications.
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
1 Zero Emission Communication Activity
‘ the new car ’
2 ‘ the new car ’ Design System
2-1 ‘ the new car ’ Elements
2-2 In case ( Hero Angles, Inforgraphic )
3 ‘ the new car ’ Advertising Design System
3-1 ‘ the new car ’ Advertising Elements
3-2 ‘ the new car ’ Advertising Application
4 ‘ the new car ’ Event Design System
4-1 ‘ the new car ’ Event Elements
4-2 ‘ the new car ’ Event Application
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
4.1.1
4 . 1 .1
Elements
’ the new car ’ Creative Guideline consists of two elements, namely Nissan brand mandatory element and EV ( electric vehicle ) exclusive element.
It has been designed in a way that LEAF’s advertisement communication deliverables will help create the image of both Nissan brand and electric vehicle, “LEAF.”
See
Nissan VI guideline
Nissan brand
or
mandatory elements
NISSAN BRAND
CREATIVE EXPRESSION
＜Sample＞ Nissan Brand Logo
Accent color /
Message / Font
Font ( Nissan AG )
Nissan Brand Logo
Zero Emission Logo Mark
Model name ( Nissan LEAF )
Zero Emission Logo Mark
Mandatory
Accent color ( Yellow )
100% electric
Nissan LEAF
Message ( Nissan AG )
EV exclusive elements
‘ the new car ’
guideline
Background color
Hero Angle
Infographic
Follow the
rules stipulated
in the guideline
upon use.
Model name
Background color
※
Communication word ( Nissan AG )
※
unique to
individual regions.
Establishing communication word will require validation at ZECC.
Contact ZECC of Secretariat office ( QMP ).
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
4.1.2
4.1.2
Nissan Brand Logo
■ Nissan Brand Logo
Follow the Nissan Brand Visual Identity System Design Guidelines for Nissan Brand Logo.
http://rdpplaza.net23.nml.jdc/BIHP/vi/en/online_guidelines/global/nissan_brand_vis/index.htm
■ Background color
Nissan Brand Logo mark may be indicated using Midnight Blue as Background color, but only at ‘ the new car ’ events.
Midnight Blue Pantone 289
Nissan Brand Logo Mark may not be
placed over ‘ the new car ’ accent color,
Yellow.
Nissan Brand Logo Mark may not be
placed over ‘ the new car ’ accent color,
Midnight Blue gradation.
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
4.1.3
4.1.3
Background color ratio
■ Background color ratio
Accent color, Yellow (Pantone 102) may be used as background color, but only at ‘ the new car ’ events.
The ratio in yellow should not take up more than 1/3 of the entire space.
1/3 less or equal
In case multiple panels / walls are used, accent color ratio should not take up more than 1/3 of the entire space.
Example : An event with 10 walls could contain up to 3 walls using accent color, Yellow.
■ Sample
100% electric
100% electric
Nissan LEAF
Nissan LEAF
100% electric
the new air
Nissan LEAF
A brand message communicating
the value of Nissan’ s zero-emission
effort. Offering not just a new car,
but a new and better lifestyle though
holistic approach.
*Hero Angle is Japanese specifications.
Accent color ratio of a single panel or wall
should not take up more than 1/3 of the space.
Vehicle may not be exhibited or indicated
using accent color in its background.
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(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
Massage / Font ・ Minimum Clear Space ・
Background colors and Indication Colors
4.1.4
4.1.4
■ Massage must be indicated in conjunction with the name, Nissan LEAF.
Nissan AG
100% electric
■ Minimum Clear Space
0.5 a
0.5 a
a
0.5 a
0.5 a
0.5 a
100% electric
■ Background colors ・ Indication colors
Background color : Midnight Blue Pantone289
100% electric
Indication color : Yellow Pantone 102
Background color : Yellow Pantone 102
100% electric
Indication color : Midnight Blue Pantone289
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(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
4.1.5
4.1.5
Movie
■ Television Advertising Sign-off for Nissan Brand
For Nissan brand mandatory element rules, follow the latest NISSAN BRAND CREATIVE EXPRESSION.
■ Zero Emission Logo Mark
When inserting Zero Emission Logo Mark into a movie, insert Vertical Type or Horizontal Type before fade-out of Nissan Brand Logo + Tagline.
Indicating Zero Emission Logo Mark in a movie.
Vertical Type
Horizontal Type
Background color : Midnight Blue
Pantone 298
Background color : Midnight Blue
Pantone 298
Indication of Zero Emission Logo Mark in movies is permitted.
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
1 Zero Emission Communication Activity
‘ the new car ’
2 ‘ the new car ’ Design System
2-1 ‘ the new car ’ Elements
2-2 In case ( Hero Angles, Inforgraphic )
3 ‘ the new car ’ Advertising Design System
3-1 ‘ the new car ’ Advertising Elements
3-2 ‘ the new car ’ Advertising Application
4 ‘ the new car ’ Event Design System
4-1 ‘ the new car ’ Event Elements
4-2 ‘ the new car ’ Event Application
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
4.2.1
4.2.1
Corporate event
■ Follow the guideline below when communicating ‘ the new car ’ at a Nissan Motor Company corporate event.
Follow this guideline
when communicating information relevant to ‘ the new car ’.
Elements
・Nissan Brand Logo
Elements
・Nissan Corporate Logo
100% electric
・Zero Emission Logo Mark
Nissan LEAF
※
・Message
100% electric
Nissan
LEAF
Guideline
Background color
Background color
White NVW - 01
Midnight Blue Pantone 289
Guideline
Follow this guideline
Follow Corporate Visual Identity System Design Guidelines
http://rdpplaza.net23.nml.jdc/BIHP/corporate/en/online_guidelines/corporate_vi/index.htm
※ Indicate Zero Emission Logo Mark
Vertical Type
Horizontal Type
or
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.
4.2.2
4.2.2
Nissan Brand event
■ Follow the guideline below when communicating ‘ the new car ’ at a Nissan Brand event.
Follow this guideline
when communicating information relevant to ‘ the new car ’ .
Information of Nissan Brand
Information of ‘ the new car ’
Elements
Elements
・Zero Emission Logo Mark
Horizontal Type
・Nissan Brand Logo
100% electric
Nissan LEAF
・Message
100% electric
Nissan LEAF
※
Guideline
Follow this guideline
Guideline
Background color
Background color
・Follow Nissan Brand Visual Identity System
Midnight Blue Pantone 289
White NVW - 01
Design Guidelines.
http://rdpplaza.net23.nml.jdc/BIHP/vi/en/online_guidelines/global/nissan_brand_vis/index.htm
※ Indicate Zero Emission Logo mark
Vertical Type
Horizontal Type
or
Nissan Confidential
(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.