[atc] BRAND GUIDE

Last Modified: May 2010

[atc] BRAND GUIDE

Table of Contents3-7 Introduction Welcome Understanding Our Brand Our Story Our Vision, Mission and Promises When You Think of [atc] AutoCenter Think...

8-14 Look and Feel Our Personality Color Palette Primary, Dark and Light CMYK, RGB and Web Typography Primary Font: Neo Sans Secondary/Internal Font: Arial Photography

15-20 Using the Logo About the Mark Artwork Variations The Symbol Knock-out Black and White Logo Don’ts

Table of Contents �

[atc] BRAND GUIDE

1. Introduction4 Welcome

5-7 Understanding Our Brand

Our Story

Our Vision, Mission and Promises

When You Think of [atc] AutoCenter Think...

Introduction �

[atc] BRAND GUIDE

1. IntroductionWelcome

Introduction: Welcome �

Using the Brand GuideWelcome to our new brand identity guidelines.

This book will give you clarity about the [atc] AutoCenter brand and an overview of the key elements of the new design. We recommend that you read through this guide before starting any writing or design work.

Our goal is to give you all the help we can to capture the brand essence: Restore Trust in all touchpoints and strengthen our reputation within our customers.

[atc] BRAND GUIDE

1. IntroductionUnderstanding Our Brand

Introduction: Understanding Our Brand

What’s Our Story?[atc]...There’s a rich history “at the center” of those two parentheses. It says that we remember where we came from and what’s at the heart of our company. It’s understood that three little letters represent a family heritage of almost 60 years. The measurement of success in the past remains our standard today. So we’ll continue to build our company on a strong work ethic, quality car care and excellent customer service.

We know the driving public has “trust issues” with the automotive service and repair industry. That’s why we strive to restore trust in more than just vehicles. Through our focus on quality, integrity and community we aim to restore a customer’s trust in their vehicles, in people, in the industry and beyond.

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[atc] BRAND GUIDE

1. IntroductionUnderstanding Our Brand

Introduction: Understanding Our Brand �

Our Vision and MissionOur vision is for all drivers in the CSRA to have trust in their vehicles and peace of mind in their travels. Our mission is to dominate the automotive service and repair industry in the CSRA with our reputation of quality, integrity and community. Our PromisesWe put quality at the center of our company to show you that we value your business and your relationship.

We put integrity at the center of our company because our honest reputation is more important than our business.

We put community at the center of our company by investing in the growth of our employees and our neighborhoods.

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[atc] BRAND GUIDE

1. IntroductionUnderstanding Our Brand

Introduction: Understanding Our Brand 7

When You Think Of [atc] AutoCenter Think...For drivers in the CSRA, it’s the automotive service and repair center, that restores trust in your vehicle and gives you peace of mind for your travels.

• trust in your vehicle, peace in your travels• restoring trust one vehicle at a time• [atc] at the center is TRUST• [atc] at the center is TALENT• [atc] at the center is TRUTH• [atc] at the center is TEAMWORK• [atc] at the center is TRANSMISSIONS

[atc] BRAND GUIDE

�. The Look and Feel9 Our Brand Personality

10-11 Color Palette

Primary, Dark and Light

CMYK, RGB and Web

12-13 Typography

Primary Font: Neo Sans

Secondary/Internal Font: Arial

14 Photography

The Look and Feel �

[atc] BRAND GUIDE

�. The Look and FeelOur Brand Personality

The Look and Feel: Our Brand Personality �

Key AttributesOur personality influences the tone of copywriting, typography, color palettes, imagery, the logo...everything. Below are some of [atc] AutoCenter key attributes:

• Trustworthy• Talented• Experienced• Attentive• Professional• Passionate

• Truthful• Valuable• Proven• Distinctive• Innovative

[atc] BRAND GUIDE

�. The Look and FeelColor Palette

The Look and Feel: Color Palette 10

Primary, Dark and Light

(atc) Red

Primary

Light Palette

Dark Palette

(atc) White (atc) Light Grey (atc) Blue (atc) Light Green (atc) Orange

(atc) Black (atc) Dark Grey (atc) Brown (atc) Dark Green

[atc] BRAND GUIDE

�. The Look and FeelColor Palette

The Look and Feel: Color Palette 11

CMYK, RGB and Web

Color Name CMYK RGB WEB-SAFE

[atc] Red C13 M100 Y100 K4 R203 G32 B39 CB 20 27

[atc] Black C0 M0 Y0 K100 R35 G31 B32 23 1F 20

[atc] Dark Grey C65 M58 Y64 K47 R66 G66 B61 42 42 3D

[atc] Brown C60 M63 Y71 K60 R61 G51 B42 3D 33 2A

[atc] Dark Green C73 M28 Y100 K13 R80 G130 B59 50 82 3B

[atc] White C5 M2 Y16 K0 R240 G240 B216 F0 F0 D8

[atc] Light Grey C8 M6 Y9 K0 R232 G231 B224 E8 E7 E0

[atc] Blue C73 M49 Y0 K0 R77 G122 B190 4D 7A BE

[atc] Light Green C53 M0 Y100 K0 R134 G196 B64 86 C4 40

[atc] Orange C1 M24 Y99 K0 R253 G194 B18 FD C2 12

[atc] BRAND GUIDE

�. The Look and FeelTypography

The Look and Feel: Typography 1�

Primary Font: Neo Sans Neo Sans has a clean and simple appearance and is very legible. It also has unique characteristics when compared to standard sans serif fonts. Neo Sans has twelve weights and corresponding italics to allow for maximum flexibility.

ABCDEFGHIJKLMNOPQRSTUVXWYZabcdefghijklmnopqrstuvwxyz123456789Neo Sans Light

ABCDEFGHIJKLMNOPQRSTUVXWYZabcdefghijklmnopqrstuvwxyz123456789Neo Sans Medium

ABCDEFGHIJKLMNOPQRSTUVXWYZabcdefghijklmnopqrstuvwxyz123456789Neo Sans Black

ABCDEFGHIJKLMNOPQRSTUVXWYZabcdefghijklmnopqrstuvwxyz123456789Neo Sans Regular

ABCDEFGHIJKLMNOPQRSTUVXWYZabcdefghijklmnopqrstuvwxyz123456789Neo Sans Bold

ABCDEFGHIJKLMNOPQRSTUVXWYZabcdefghijklmnopqrstuvwxyz123456789Neo Sans Ultra

[atc] BRAND GUIDE

�. The Look and FeelTypography

The Look and Feel: Typography 1�

Secondary/Internal Font: ArialUse Arial for internal communications such as emails, correspondence and reports. This includes documents that may be produced in Word, PowerPoint and other programs for external audiences. Others may not be able to read your document as intended if they do not have Neo Sans on their computer. If you want to send documents using Neo Sans it is necessary to create a .pdf before sending.

ABCDEFGHIJKLMNOPQRSTUVXWYZabcdefghijklmnopqrstuvwxyz123456789Arial Bold

ABCDEFGHIJKLMNOPQRSTUVXWYZabcdefghijklmnopqrstuvwxyz123456789Arial Bold Italic

ABCDEFGHIJKLMNOPQRSTUVXWYZabcdefghijklmnopqrstuvwxyz123456789Arial Regular

ABCDEFGHIJKLMNOPQRSTUVXWYZabcdefghijklmnopqrstuvwxyz123456789Arial Italic

[atc] BRAND GUIDE

�. The Look and FeelPhotography

The Look and Feel: Photography 1�

A Picture Is Worth 1000 WordsImages chosen to express [atc] AutoCenter’s brand should reflect our key attributes and “at the center” living, be distinctive, emotionally driven and tell a compelling story.

[atc] BRAND GUIDE

�. Using the Logo1� About the Mark

17-19 Artwork Variations

The Symbol

Knock-out

Black and White

20 Logo Don’ts

Using the Logo 1�

[atc] BRAND GUIDE

�. Using the Logo

Using the Logo: About the Mark 16

About the Mark

“At the Center” Living.The [atc] AutoCenter brandmark uses three visuals to serve as reminders for the company’s priorities which are “at the center” of everything we do.

The parentheses represent the past and future of the company. “At the center” is now...remembering our rich history and building toward the future.

The open box shape illustrates the goal to go beyond our customer’s expectations and innovate at every level of service while staying focused “at the center” on our values.

The “t” brings the eye to the center of the logo visually and symbolizes the values our customer’s find “at the center” (trust, talent, truth, teamwork, transmissions).

[atc] BRAND GUIDE

�. Using the Logo

Using the Logo: Artwork Variations 17

Artwork Variations

The SymbolThe [atc] AutoCenter logo can be used without “AutoCenter” and as a design element without the acronym.

It should stand alone and not be combined with any other text or design elements.

When using the parentheses alone the distance apart must remain the same as the primary brandmark.

[atc] BRAND GUIDE

�. Using the Logo

Using the Logo: Artwork Variations 1�

Artwork Variations

Knock-outA knock-out version of the [atc] AutoCenter logo should be used when the background colors or photographic background makes the logo hard to read. Make sure there is enough contrast between the background and the logo for optimal legibility.

[atc] BRAND GUIDE

�. Using the Logo

Using the Logo: Artwork Variations 1�

Artwork Variations

Black and WhiteWhen color is not available there are [atc] AutoCenter logo versions for black and white and grayscale. Choose according to adequate contrast and sizing for legibility.

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[atc] BRAND GUIDE

�. Using the Logo

Using the Logo: Logo Don’ts �0

Logo Don’ts

Avoid These For ConsistencyRe-typeset, Re-configured, Distorted, Lack of Contrast

Incorrect Distance, Rotated, Screened, Incorrect Color

[atc] BRAND GUIDE

Last Modified: May 2010