kelly nissan of easton, pa visual identity branding program with nissan north america

Download Kelly Nissan of Easton, PA Visual Identity Branding Program with Nissan North America

Post on 11-Aug-2014

3.800 views

Category:

Automotive

0 download

Embed Size (px)

DESCRIPTION

Kelly Nissan of Easton, PA Visual Identity Branding Program with Nissan North America. Visit the Kelly Automotive Community at http://www.KellyCarCommunity.com and join to receive special discounts on Nissan vehicles, accessories, parts and service.

TRANSCRIPT

  • Visual Identity Implementation Kelly Nissan Dealership VI Integration Team Orientation Kelly Nissan Easton, PA www.KellyCar.com
  • 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
  • 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
  • Kelly Nissan Integration Team Roles & Responsibilities
    • VI point person for department
    • Department expert on VI strategies, standards, and applications
    • Accountable for organizations:
      • General VI knowledge
      • Training
      • Implementation
      • Enforcement / compliance
    • Represent departments VI concerns, issues, and needs
  • Agenda
    • Kelly Nissan Visual Identity
    • Integration Team Responsibilities
    • VI Standards
      • Section 1.0 (Role of VI in Brand Identity, Objectives)
      • Sections 2.03.0 (Core Elements and Support Design System)
    • Break
    • VI Standards (cont.)
      • Sections 4.14.16 (Application Design System)
    • VI Online Repository: NissanArtwork.com
      • Overview and Demo
    • Launch / Communication Plan
    • Timeline
    • Q&A
  • Section 1.0 Introduction
    • Key Content
    • Overview / Introduction
    • Brand / VI Relationship
    • Visual Identity System
    • Brand Architecture
    • Application Matrix
    • Glossary
  • 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
  • Section 1.0 Kelly Nissan Brand Promise: Our Specialness Personality Values Rewards Functions Bold & Thoughtful Sets own standards Maximizes life Imaginatively designed with me in mind Evokes a passionate total car experience Fusion of advanced technology and design for human benefit Superior agility and responsiveness As Kelly Nissan, we will be thoughtfully bold and set our own standards . We will ensure that each of our customers becomes an enthusiast by anticipating their 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 1.0 Kelly Nissan Introduction Establishing a Brand Identity Dealership Experience All Customer Touch Points Product Organization Personality Availability/ Distribution Customer Offer Visual Brand Identity Services Marketing Communications Kelly Nissan Brand Identity
  • Section 1.0 Kelly 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 digital communications)
    • 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
  • Section 1.0 Kelly Nissan Visual Identity: Objectives
    • Simplify our Visual Identity
    • Unify 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
  • 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
  • Section 1.5 Kelly Nissan Application Matrix Corporate Management and Activities Consumer-Facing Sales, Marketing and Product Information (Brand Symbol vs. Wordmark)
  • 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
  • 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 Brands standards (color, clear space, and minimum size)
      • Maintain individual brand equities
      • *Infiniti VI Review
  • Section 1.7 Glossary
    • Accent Line System
    • Brand Identity (BI)
    • Brand Architecture
    • Brand Symbol
    • Clear Space
    • Core Elements
    • Core Support Design System
    • Corporate Colors
    • Corporate Japanese Wordmark
    Corporate Typography Corporate Wordmark Lock-up Module System Nissan AG Sub-core Elements Visual Identity (VI) Wordmark (also known as Alternative Wordmark)
  • Section 2 Kelly Nissan Core Elements
    • Key Content:
    • Brand Symbol
    • Wordmark
    • Color Palette
    • Typography
  • 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
  • Section 2.1 Kelly 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
  • 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
  • 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)
  • Section 2.2 Corporate & Alternative Wordmarks
    • Corporate 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
  • Section 2.2 Kelly Nissan Wordmark Standards
    • Maintain integrity & presence