Visual Identity Implementation Kelly Nissan Dealership

VI Integration Team Orientation

Kelly Nissan – Easton, PAwww.KellyCar.com

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Purpose of Orientation

• Communicate importance of Visual Identity (VI)• Present Kelly Nissan corporate VI Standards and Applications• Gain overall understanding of VI Standards, Applications &

Strategies• Empower Integration Team:

•Provide tools and knowledge to address VI requirements • Review launch plan• Create a forum for dialogue

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Agenda

Kelly Nissan Visual Identity• Integration Team Responsibilities • Role of VI in Brand Identity• VI Objectives• Core Elements

Break

• VI Applications• VI Online Repository: NissanArtwork.com

•Overview and Demo • Launch / Communication Plan• Timeline• Q&A

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Kelly Nissan Integration Team Roles & Responsibilities

• VI point person for department• Department expert on VI strategies, standards, and

applications• Accountable for organization’s:

•General VI knowledge•Training• Implementation•Enforcement / compliance

• Represent department’s VI concerns, issues, and needs

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AgendaKelly Nissan Visual Identity• Integration Team Responsibilities • VI Standards

• Section 1.0 (Role of VI in Brand Identity, Objectives)• Sections 2.0–3.0 (Core Elements and Support Design System)

Break

• VI Standards (cont.)• Sections 4.1–4.16 (Application Design System)

• VI Online Repository: NissanArtwork.com• Overview and Demo

• Launch / Communication Plan• Timeline• Q&A

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Section 1.0 — Introduction

Key Content• Overview / Introduction• Brand / VI Relationship• Visual Identity System• Brand Architecture• Application Matrix• Glossary

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Section 1.0 — Introduction Kelly Nissan Goal…Enduring Profitable Growth

How: Building a Powerful Kelly Nissan Brand

FAMILIARITY(Recognizable)

SPECIALNESS(Relevant

Differentiation)

AUTHORITY(Quality, Leadership

And trust)“A familiar, authoritative

source of a special promise”

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Personality

Values

Rewards

Functions

Bold & Thoughtful

Sets own standardsMaximizes life

Imaginatively designed with me in mind

Evokes a passionate total car experience

Fusion of advanced technology and designfor human benefit

Superior agility and responsiveness

As Kelly Nissan, we will bethoughtfully bold and set our own standards. We

will ensure that each of ourcustomers becomes an

enthusiast by anticipatingtheir individual needs by providing products and

services that reflect the imaginative fusion of the best technology and the

best design.

Special Contract between Kelly Nissan and its Customers

Section 1.0Kelly Nissan Brand Promise: Our Specialness

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DealershipExperience

AllCustomer

TouchPoints

Product

Organization

Personality

Availability/Distribution

CustomerOffer

VisualBrand

Identity

Services

MarketingCommunications

KellyNissanBrand

Identity

Section 1.0 — Kelly Nissan IntroductionEstablishing a Brand Identity

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Section 1.0Kelly Nissan Visual Identity: What Is It?

Tonality (How, what, and

when we communicate)

• Customer contact strategy

• Internal communications

• Intranet (internal)• Extranet (dealer)• Central service

functions(switchboard)

2D(print and digitalcommunications)

• Company stationery• Advertising• Brochures• POS• Internet• Corporate affairs• Direct marketing• Training materials• General corporate

literature• All internal

communications

3D(physical

3-dimensional)

• Products• Retail

merchandise• Dealer

merchandise• Workwear• Business wear• Parts vans &

trucks• Dealer facilities

& signage• Corporate

facilities

Experiences

• Auto shows• Launches• Conferences• Local events• Reward &

recognition • Incentive trips• Dealer training

events• Sponsorship

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Section 1.0Kelly Nissan Visual Identity: Objectives

Simplify our Visual IdentityUnify the Brand

Strengthen the Brand

VI Imperatives:• Build global recognition• Maintain our Japanese DNA• Support a shift from commodity to brand pricing• Bring the Nissan brand pyramid to life

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Section 1.3 — Kelly Nissan Brand Architecture & Basic Application Principles

• Nissan Brand Architecture: How the Nissan brands relate to each other

• Foundation for Brand and Visual Identities

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Section 1.5 Kelly Nissan Application Matrix Corporate

Management and Activities

Consumer-Facing Sales, Marketing and Product Information

(Brand Symbol vs. Wordmark)

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Section 3.4 — Nissan/Infiniti Dual Branding

“Nissan” and “Infiniti” appear together only under very specific circumstances:• Employees working for both divisions … dual-branded business card• Employees giving presentations covering both brands … dual-

branded PowerPoint template • Dual-branded signage for corporate facilities conducting Infiniti and

Nissan-related activities and having strategic needs to identify the Infiniti brand

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Section 3.4.1/3.4.2 — Dual Branding Applications• Infiniti Logo with the Nissan

Brand Symbol or Wordmark:• Visually equal in size• Use each Brand’s standards

(color, clear space, and minimum size)

• Maintain individual brand equities

*Infiniti VI Review

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Section 1.7 — Glossary

Accent Line SystemBrand Identity (BI)Brand ArchitectureBrand SymbolClear SpaceCore ElementsCore Support Design SystemCorporate ColorsCorporate Japanese

Wordmark

Corporate TypographyCorporate Wordmark Lock-upModule System Nissan AGSub-core ElementsVisual Identity (VI)Wordmark (also known as

Alternative Wordmark)

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Section 2 — Kelly Nissan Core Elements

Key Content:• Brand Symbol• Wordmark• Color Palette• Typography

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Section 2.1 — Kelly Nissan Brand Symbol

• Represents the Nissan brand to promote products, sales activities, and services

• Core of all brand communications to customers

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Section 2.1Kelly Nissan Brand Symbol Standards

• Mandatory registration mark• Maintain integrity &

presence• Maintain as much clear

space as possible (minimum 1 “N”)

• Display on approved colors• DO NOT alter or misuse• DO NOT use unapproved

lock-ups

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Section 2.1.4 — 2-D Brand Symbol• Special use only• Acceptable:

• Silkscreen* (mugs, T-shirts)• Etching (glass panels, metal

items such as key rings)• Embossing• Embroidery• 1-bit digital applications

• Not acceptable:• Print materials• Applications which could more

effectively use Wordmark

*IMPORTANT: 3-D preferred when production quality allows

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Section 2.1.4 — 2-D Brand Symbol• Generally same standards as 3-D Brand Symbol

•Exceptions- Can be displayed in corporate colors (except red and blue)

•Tone on tone allowed- Background color flexibility (i.e. denim shirt)

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Section 2.2 — Corporate & “Alternative” WordmarksCorporate Wordmark• Represents NML; NOT to be

used in North America

Alternative Wordmark• Secondary to the Brand

Symbol • Represents Nissan in North

America as a corporation• Use when production/space

constraints prohibit Brand Symbol use

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Section 2.2Kelly Nissan Wordmark Standards• Maintain integrity &

presence• Maintain as much clear

space as possible (minimum 1 “N”)

• Red preferred • Use only corporate colors for

Wordmark/background (except blue)

• DO NOT alter or misuse• DO NOT use unapproved

lock-ups

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Section 2.3 — Brand Symbol/Wordmark CombinedWHEN (limited use)• Supplement Brand Symbol• Items with special characteristics and

functions• Diverse display environments (i.e.,

dealerships)

HOW:• Brand Symbol should be predominant • Display the Brand Symbol and

Wordmark on different sides/panels • If both on the same side, visually

separate them through proximity or with background color

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Section 2 — Corporate Color Palette

• Supports Brand Identity and design/performance of our products

• Monochromatic palette reflects range of midtones in Brand Symbol

• Red to be used strategically and sparingly to highlight or accent

• Blue to be used for indexing, charts, and diagrams only

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Section 2 — Use of Red (Primary Color)

• Used in typefaces • Used in Red Accent Line

system (Section 3.0)• Overall impression should be

clean with key areas highlighted

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Section 2 — Use of Blue

• Heritage color• Very limited use• Functional use for

indexing, charts, or diagrams only

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Section 2 — Typography: NissanAG Family

• Primary typeface• Selected for legibility,

versatility, and compatibility with the Brand Symbol and Wordmark

• Available in a variety of weights and styles

• Use only the approved, Nissan-licensed Nissan AG font•Contact DDS Distribution

Services for typeface CD

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Section 2 — Typography: Sabon and Verdana

• Secondary Type: Sabon• Complements Nissan AG• Special and promotional use

(more formal look)- Event invitations, internal

gatherings, and quotations for press and other materials

• Online Typography: Verdana• Internal Nissan use• Whenever possible, use in

combination with Nissan AG graphic files for headlines and display type

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Section 2: Typography- Sabon and Verdana

• Secondary Type: Sabon• Selected to complement Nissan AG• Used for special and promotional use-

more formal look of a serif font is mostappropriate (i.e., event invitations,internal gatherings, and quotations forpress and other materials)

• Online Typography: Verdana• When Nissan AG is not installed, the

Verdana type family is recommended foruse online

• Whenever possible, use in combinationwith Nissan AG graphic files for headlinesand display type

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Section 2.1.2 — SHIFT_ Usage*

[complement]

*Embargo September 4, 2002

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Section 2.1.2 — SHIFT_ UsageWHO: All END-FACING CONSUMER materialsConsumers defined as (EXTERNAL) buying

our products/servicesApplications:• National Advertising • Promotions • NNA Promotions • Direct Marketing• Regional Advertising• Dealer Advertising/Marketing • Consumer Merchandising • African American Marketing • Hispanic Marketing• E-Commerce• Auto Shows• NMAC• Fleet Advertising• Parts and Service• Yellow Pages (Dealer Listings)• Etc*Latest complement word(s) found on Nissanartwork.com [complement*]

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Section 2.1.2 — SHIFT_ Usage (No SHIFT_)WHO: Internal

communications/corporate communications

• Corporate communications need to build/establish Brand Symbol identity…consistency

• All communications that are not consumer-facing• Consumers: defined as

(external) buying our products/services

Applications:Information Technology (IT)Customer ServiceConsumer AffairsCorporate Trade Advertising CTOHuman ResourcesDealer FacilitiesDealers RelationsSales OperationsEmployee CommunicationsNissan Motor Manufacturing Corp/SmyrnaNTC Nissan Technical Center NANissan HawaiiNissan Canada (NCI)Nissan Mexico (NMEX)PREtc.

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Section 2.1.2 — SHIFT_ Usage: Complement word(s)WHO:• Used for EXTERNAL CONSUMER-FACING

communications by:• National

- Services/Departments • Regions

Brand Pool Complement• General Brand use• Approved Brand pool complement word(s):

• Originality• Convention• Inspiration• Performance• Individuality• Joy• Passion• Etc.

[Brand pool]

New words must be approved by Marketing/Brand/Legal

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Section 2.1.2 — SHIFT_ Usage: Complement word(s)MODEL-SPECIFIC Complement• Used for MODEL SPECIFIC only

communications• National (i.e. vehicle advertising)• Regions (for consistency/synergy with

National)• All end-consumer facing materials• Approved words only

SHIFT_ Only (No Complement)• No complement word(s)• General Brand use (non-model specific)• In lieu of Brand pool complement word(s)

[model complement]

New words must be approved by Marketing/Brand/Legal

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Section 2.1.2 — SHIFT_ Usage: Use of Kelly Nissan Tagline

• Dealer-Branded Communications•May use current dealer

tagline (equity)•May NOT:

- Use SHIFT_- Use SHIFT (the word) in

Dealer tagline

Acceptable

HEADLINE HEADLINE

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Section 2.1.2 — SHIFT_ Specifications• Height = “N”• 1.5 “N” (vertical) or 1 “N”

(horizontal) space • SHIFT and complement same

type and color• Underscore always red

(except in b/w printing)

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Section 3 Kelly Nissan Support Design System

Key Content:• Module System with Brand

Symbol and Wordmark• Red Accent Line System• Dual Branding • Model Relationships

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Section 3.1–3.2 — Modular Grid System / Brand Symbol & Wordmark Placement

• 5 x 7 grid• Guide for size and placement of VI

elements • Guide for brand symbol placement

and proportion• Used for all formats, both horizontal

and vertical layouts• Can accommodate a wide variety of

formats and applications

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Section 3.3 Kelly Nissan Red Accent Line System

• Accent to highlight important information, key sales messages, or branded areas

• Limit use (generally one per panel) to maximize effectiveness

• Appropriate widths:• 1.5 “I”• 1 “I”• .5 “I”• .25 I”

• Do not:• Overuse• Use in large areas• Use as bars• Intersect lines• Use too many lines

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Section 3.5 Kelly Nissan Make/Model Linkage

Standards:• Reflects Brand Architecture (Nissan

is first priority, model second)• Maintains visual/strategic linkage• Establishes family look across all

applications

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Section 3.5.1Kelly Nissan Make/Model Lock-ups

PRIMARY BRAND SYMBOL LOCK-UPS

ALTERNATIVE BRAND SYMBOL LOCK-UPSAlternative Brand Symbol Lock-up:• Model name = height of bar• For promotional support materials• Used for more visual model name impact

WORDMARK LOCK-UPS

X= height of “N”Y = height of bar in symbolType is NissanAG Medium Extended

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Section 3.5.1Kelly Nissan Make/Model Lock-Up Exceptions

Model Logo Use Exceptions:• Xterra and Z ONLY• Used in order to leverage Xterra and Z equity• Follows Alternative Brand Symbol lock-up specs

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Section 3.5Kelly Nissan Make/Model Linkage

Linkage• Headlines and text

• Establish linkage through typography-Nissan AG in a consistent type style and size

• Nissan Branding must be prominent

• Color• Same Corporate Colors for

“Nissan” and the model name preferred

• Different Corporate Colors may be used for indexing

• “Nissan” should appear in dominant color

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Section 3.5Kelly Nissan Make/Model Linkage

Linkage through space:• Brand Symbol maintains priority

branding • Model badge may used, but

separate from Brand Symbol

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15 MINUTE BREAK Kelly Nissan

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AgendaKelly Nissan Dealership Visual Identity• Integration Team Responsibilities • VI Standards

• Section 1.0 (Role of VI in Brand Identity, Objectives)• Sections 2.0–3.0 (Core Elements and Support Design System)

Break

• VI Standards (cont.)• Sections 4.1–4.16 (Application Design System)

• VI Online Repository: NissanArtwork.com• Overview and Demo

• Launch / Communication Plan• Timeline• Q&A

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Section 4Kelly Nissan Application Design System

• 4.1 Stationery• 4.2 Forms• 4.3 Advertising (National and

Regional)• 4.4 Printed Materials• 4.5 Internal Communications• 4.6 Internet and Online• 4.7 Promotional Support Materials• 4.8 Specialized Logos• 4.9 Apparel and Merchandise• 4.10 Merchandising Licensing• 4.11 Tradeshows and Events• 4.12 Corporate Facilities and Signage• 4.13 Vehicles• 4.14 Parts Packaging• 4.15 Trademark• 4.16 Dealer Applications

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Section 4.1Kelly Nissan Stationery• 2 Sets:

• Wordmark for Corporate Communications

- When representing Nissan Corporation • Brand Symbol for Nissan

communications- When representing Nissan Division - Nissan only audience

• Includes:• Letterhead• Envelopes• Mailing labels• Fax and memo• News release• Note pads• Business cards (for dual-branded

cards use Brand Symbols)

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Section 4.2Kelly Nissan Business Forms

• Follows Stationery visual architecture

• “Masthead system”• Includes:

• Employee-related, customer-related, and dealer-related examples

• Electronic forms use website masthead for branding

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Section 4.3Kelly Nissan Advertising (Nissan National)

• Follow basic standards established in Sections 1.0–3.0 (Introduction, Core Elements and Support Design System)

• Defines “Branded” (white/black) areas

• Includes:• Executional standards for

- Print- Outdoor- TV- Radio

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Section 4.3Kelly Nissan Advertising• Follows standards established in

National advertising• Balance of brand (VI) and retail • Flexibility within brand & VI

context

Architecture

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Section 4.4Kelly Nissan Printed Materials

• Best practices• Follow basic standards

established in Sections 1.0–3.0 (Introduction, Core Elements and Support Design System)

• Uses all design system elements• Grid flexibility allows adaptation

to all formats, including:• Brochures• 2-color applications• Direct mail and BRCs• Special stationery• POP• Etc.

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Section 4.5 Kelly Nissan Internal Communications

• Best practices• Follow basic standards

established in Sections 1.0–3.0 (Introduction, Core Elements and Support Design System)

• Includes:• NTV/Broadcast• Intranet• Publications • Banners/posters• E-mail signatures• Training materials

ALTIMAFRONTIERXTERRASENTRAMAXIMAQUEST

PATHFINDER

Copyright, 2001Nissan North America, Inc.

GITN9998A (Technician)GITN9999A (SA/SM)

INSTRUCTOR'S GUIDECREATED SEPTEMBER, 2001

2002 NISSAN NEW MODEL TRAINING

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Section 4.6Kelly Nissan Internet and Online Applications

• Reference/overview of NissanGSG.com (Global Style Guide) internet and online standards

• Link from NissanArtwork.com• Kelly Nissan KellyCar.com• GSG content includes:

• Access information- Request username and

password• Core consumer-facing website

standards and guidelines• Standards and guidelines for

all other sites to come

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Section 4.7Kelly Nissan Promotional Support Materials

• Follow basic standards established in Sections 1.0–3.0 (Introduction, Core Elements and Support Design System)

• Follow general 4.4 Printed Materials standards

• Must build Nissan Brand equity• Create a consistent, positive,

memorable brand experience • Must maintain visibility among

other sponsors• Consider production capabilities

and medium for visual impact

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Section 4.7Kelly Nissan Promotional Support Materials (cont.)

• Use only approved VI elements• Maintain appropriate

Make/Model relationships at all times (Section 3.5)

• Refer to 4.9 Merchandise and Apparel standards

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Section 4.8 — Kelly Nissan Specialized Logos

• Reflect Nissan Brand Identity and VI family look

• Includes*:• Situations where specialized logos

are required• Endorsement (Nissan Open)• Program logos (SnugKids)• Products and Services (Genuine

Parts)• Other organizations (i.e. NMAC)

• Maintain appropriate clear space and Brand Symbol/Wordmark integrity

• Use VI elements (type, color, etc.)• Follow basic standards established in

Sections 1.0–3.0 (Introduction, Core Elements and Support Design System)

*Nismo logo TBD

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Section 4.9Kelly Nissan Merchandise and Apparel

• Extension of the Nissan Brand• Includes:

• Materials and production specs• Apparel, accessories, etc.• 2-D and Wordmark usage

- Tone on tone only in approved colors

• Make/model brand architecture principles

- Nissan priority- Models secondary

• Merchandise/apparel should reflect Nissan brand/quality

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Section 4.10 Kelly Nissan Merchandise Licensing

• Leverages the Nissan brand in new product categories and distribution channels

• Protects trademarks/reinforces Brand and Visual Identity

• Maintain as much control over VI standards as possible

• Products should align with brand equities

• Contacts:• NNA Brand Management

(Nancy Kallas)

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Section 4.11 Kelly Nissan Tradeshows and Events

• Includes:• Overview of Branded

experiences • Refer to Auto Show Standards

(Global Standards)- Displays, lighting, materials, etc.- Contact: Joe Gallant, Manager

Shows & Events• Event materials (i.e. Dealer

meetings & shows) and training materials

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Section 4.12Kelly Nissan Corporate Facilities & Signage

• Follows Brand Architecture• Includes:

• Materials and specifications• Exterior, interior, retrofitting

signage• Personnel and visitor ID• Plant Uniforms

• Contact regional Facilities dep’t

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Section 4.13Kelly Nissan Vehicle Identification

• Wordmark used to represent Nissan corporate

• Includes:• Security vehicles• Parts and Service trucks

• Trucks may use Parts and Service branding or marketing messages• Coordinate with Marketing,

Parts and Service, Brand• Contact regional facilities group

for production specifications

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Section 4.14Kelly Nissan Parts Packaging

• Refers to Global Parts Packaging Standards

• Includes:• Standards for parts

and accessories• Key Value Parts• Nissan Genuine Parts• Allows for variety of colors

for indexing• Kelly Nissan • Contact the Service Parts Packaging

Group (Smyrna, TN 615-223-2700)

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Section 4.15 — Trademark (Protection)

• Includes:• Definition of Trademark• Requirements for all TMs and

registration marks• Legal disclaimers and

nomenclature guides• Clearing and enforcing

trademarks• Footnote usage• Trademark infringement• Incorrect examples

• Contact NNA Legal (Rhea Caras)

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Section 4.16 — Kelly Nissan Dealer Applications

• Provides recommendations to become VI compliant

• Allows for Dealer flexibility • Includes:

•Nissan/Dealer brand relationship

•Streamlined VI Overview•Dealer branded materials:

- Stationery- Business cards- Forms- Uniforms- Vehicles

•Advertising

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Section 4.16 — Kelly Nissan Dealer Applications

• Follows Brand Architecture• Dealer Brand = 2x “N”• Similar lock-ups as

model/tagline

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AgendaNissan Visual Identity• Integration Team Responsibilities • VI Standards

• Section 1.0 (Role of VI in Brand Identity, Objectives)• Sections 2.0–3.0 (Core Elements and Support Design System)

Break

• VI Standards (cont.)• Sections 4.1–4.16 (Application Design System)

• VI Online Repository: NissanArtwork.com• Overview and Demo

• Launch / Communication Plan• Timeline• Q&A

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NissanArtwork.com: Usage• Mid-August to September

• http://nissan.brdwrks.com • Test site access for VI

Integration Team only- Use “VI” username and “VI”

password• September 4th launch

• http://www.nissanartwork.com• Nissan employees, dealers,

marketing partners, and suppliers• Use current username/password

• Key VI Content:• All English standards (Spanish and

French versions to follow)• Downloadable logo artwork

(multi-formats)• Presentations• Contacts• Updates

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AgendaNissan Visual Identity• Integration Team Responsibilities • VI Standards

• Section 1.0 (Role of VI in Brand Identity, Objectives)• Sections 2.0–3.0 (Core Elements and Support Design System)

Break

• VI Standards (cont.)• Sections 4.1–4.16 (Application Design System)

• VI Online Repository: NissanArtwork.com• Overview and Demo

• Launch / Communication Plan• Timeline• Q&A

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Launch / Communication Plan September2 9 16 23 30

LAUNCH

VI Training (Mexico)

Brandwatch / Quick Reference Guide (Employees)E-mail / NissanArtwork.com launch

VMX

Lobby Display / Presentation

NTV

Communication Square

Posters / Banners

VI Compliant Dress Day

VI certification (Oct)

Translations (French / Spanish)

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2 9 16 23 30DEALER COMMUNICATIONS

SalesTalk (September / October)

Artwork Binder

Dealer Portal (October 1) 10/1

MEETINGS

RMM

DAB (August 22)

USMC

RVP 16–18

Launch / Communication Plan September

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Next Steps: Integration Team Members

• Establish yourself as a VI contact / expert• Be visible• Stress importance of VI• Be knowledgeable about VI repository content• Refer employees to NissanArtwork.com• Conduct training• Take VI inventory…case for change• Initiate implementation• Enforce compliance• HAVE FUN

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AgendaNissan Visual Identity• Integration Team Responsibilities • VI Standards

• Section 1.0 (Role of VI in Brand Identity, Objectives)• Sections 2.0–3.0 (Core Elements and Support Design System)

Break

• VI Standards (cont.)• Sections 4.1–4.16 (Application Design System)

• VI Online Repository: NissanArtwork.com• Overview and Demo

• Launch / Communication Plan• Timeline• Q&A

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FAQs

Q: When should implementation begin?A: Now

Q:What’s the target date for completion?A: ASAP…within reason

Q: What if budget required for transition?A: Many changes are no cost, must find within

department’s budget, budget for future

THANK YOU!