volkswagen service corporate design manual · volkswagen service corporate design manual last...

Volkswagen ServiceCorporate Design Manual

Last revised: July 2012

2 < > Start CloseContents

Contents

Introduction 3

DasAuto 4

VisualElements 5

ServiceIcons 6

ServiceIconapplication 7

Brand 8

Dealeradwithoutgrid 9

RetailOffers 10

RetailsSub-BrandsOverview 11

GenuineDeals 12

GenuineDeals:Dealeradwithoutgrid 13

GenuineDeals:Dealeradwithgrid 14

GenuineDeals:Dealermailer 15

EcomomyPackages 16

EcomomyPackages:Dealeradwithoutgrid 17

EcomomyPackages:Dealeradwithgrid 18

EcomomyPackages:Dealermailer 19

Contents Introduction Das Auto Visual Elements Brand Retail Offers


Introduction

TovisuallyencapsulatewhattheVolkswagenServiceBrandstandsforandtogivelifetotheBrandaCorporateIdentityhasbeendeveloped.

InordertoensureuniformityacrossthebrandaswellasfacilitateaccuraterepresentationoftheBrandtoourCustomers,aCorporateIdentityguidelinehasbeendeveloped.

TheVolkswagenServiceCorporateIdentitydocumentisfullyalignedwiththeoverallBrandConceptandwilldistinguishtheBrand’smarketofferingfromitsmarketcontenders.



Das Auto

Logo and claim proportions

Theclaimalwayscomprisesofasinglelineandispositionedcentrallybelowthelogo.Thelogoandclaimalwayshavethesameratiotooneanotherineveryapplication.Thespacingbetweenthetopedgeoftheclaimandthebottomedgeofthelogois1/6ofthelogodiameter.Theclaimmeasuresafixedcapheightof1/6ofthelogodiameter.

Logo and claim proportions

TheprotectedzonearoundtheVolkswagenlogomeasuresx(x=diameterofthelogoused).Nootherelementsmaybepositionedwithinthisprotectedzone.

Backgrounds

1. Thechoiceofbackgrounddeterminestheimpactof thelogo.Inordertoensureaconsistentlyhigh-quality effect,itiswhiteor,inexceptionalcases,silver/grey.

2.TheTVendingisaspecialcase:inthisinstancethelogo withclaimonawhiteorblackbackgroundisused.

3.Thelogomaynotbeplacedonacolouredbackground oronpictures.

Logo

1/6logo1/6logo

x

x

x

2.1. 3.



Visual Elements

Thefollowingelementsaregraphicdevicesusedtoenforcethebrand’spromisesinVolkswagenServicecommunication.

TheVolkswagenServiceiconsplusthetwoservicepayofflinecombinetoformastrongbrandimagethatcanbeeffectivelymarketedtoattractandretainOwnWorkshopCustomers.



Visual Elements: Service Icons

Aspreviouslyhighlighted,theOwnWorkshopBrandexecutionwillcentrearoundtheBrandsreasonstobelieve.ToensureCustomersbecomeawareoftheseuniquesellingpointsfivebrandiconsweredevelopedtoprovideCustomerswithquickvisualvaluecues.ThefiveBrandiconsarepresentedinthebelowimagewithreferencetotheapplicableBrandreasontobelieve.

TheseiconsvisuallyrepresenttheBrand’svaluepillarsthatspeakdirectlytowhyaCustomershouldchoosetoservicewithaVolkswagenDealership.TheseIconswillbepresentonallOwnWorkshopmarketingmaterialtoconsistentlyremindCustomersofwhyVolkswagenServicingissuperior.TheconsistentpresenceoftheiconswillstrengthentheCustomer’sassociationofthesekeyvalueelementswiththeVolkswagenServiceBrandandultimatelytheVolkswagenDealership.

TheiconsaresimpleyetpowerfulvisualcuesthatCustomercaneasilyrecogniseandunderstand.

Quality-Increasereliability&longevity.

Safety-Therightexpertiseensuresthatyou’llgettoyour destinationsafely.

Care-Therightexpertiseensuresthat you’llgettoyourdestinationsafely.

Parts-GenuinepartsensureyourVolkswagenalwaysperformslikeone.

Expertise-ThetechniciansthatworkonVolkswagenhavebeenspeciallytrainedonhi-tech,diagnosticequipment.Thesamepeoplewhobuiltyourcar,

builtthepartsforit.

Nobody knows your Volkswagen better than we do.

Volkswagen Parts Expertise

Geniune Deals

100%Volkswagen

Service

100%Volkswagen

Service

Economy Packages

100%Volkswagen

Service

AutoMotion



Visual Elements: Service Icon application


HomeTown Motors123MainStreet,Hometown.(000)1234567

www.hometownvw.co.za

DasAutologoisstandardonallVolkswagenServicecommunication.VolkwagenServiceiconsare

standardonallVolkswagenServicecommunication.

DealerdetailsappearincentrebottomtypesetinVWHeadline.

VolkwagenServicepayofflinetypesetinVWHeadline.

ThepayofflineisalignedtothetopoftheDasAutologo,andtheserviceiconsarealignedtothebottomoftheDasAutoLogo.


Brand

TheVolkswagenServiceBrandisforallcurrentandfutureVolkswagenCustomersbecausewhenyourcustomerbuysaVolkswagentheybecomeapartoftheVolkswagenfamily.CustomersfindvalueinanAfterSalesofferingthatprovidesexceptionalquality,uncompromisedsafety,outstandingCustomerCare,theexpertfitmentofGenuineandEconomyPartsandmostimportantlyservicingthatisdonewithsurgicalprecision.

ItisontheseBrandvaluesthattheVolkswagenServiceBrandisbasedandallBrandcommunicationshouldcommunicatethesevaluesclearly.



Dealeradwithoutgrid

Headline.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam ullamcorper lectus non justo malesuada interdum. Pellentesque imperdiet orci eget massa rutrum adipiscing. Cras quam turpis, mollis id congue non, faucibus eu lectus. Curabitur id tortor justo, sed congue elit. Pellentesque non hendrerit eros. In fringilla, est in eleifend varius, leo risus varius dui, at pretium leo diam quis risus. Fusce nulla magna, dapibus eu placerat vitae, malesuada id enim.

WebsiteandsocialmediainformationappearonallVolkswagenbrandcommunication.

BodycopytypesetinVolkswagenUtopia.

HeadlinetypesetinVolkswagenHeadline.

DasAutologoisstandardonallVolkswagenServicecommunication.

VolkwagenServiceiconsarestandardonallVolkswagen

Servicecommunication.



Visit us on vw.co.za and find us on facebook.com/vwsa




Retail Offers

SpecificretailexecutionshavebeendevelopedtoeducatecustomersonthevalueofservicingwithVolkswagenService.TheseexecutionsaddressservicingandmaintenancespecialsordiscountsaswellashaveastrongcalltoactionfortheparticipatingDealerships.

VolkswagenServicehastwoproductlinestoofferit’sCustomers:GenuinePartsandEconomyParts.Toensuretherightproductismarketedtotherightaudience,wehavedevelopedtworetailsubbrandsnamely,GenuineDealsandEconomyPackages.



Retail Offers: Sub-brand OverviewNobody knows your Volkswagen better than we do.


Geniune Deals

100%Volkswagen

Service

100%Volkswagen

Service

Economy Packages

100%Volkswagen

Service

AutoMotion



Geniune Deals

100%Volkswagen

Service

100%Volkswagen

Service

Economy Packages

100%Volkswagen

Service

AutoMotion

Market Offering

Deals with Volkswagen Genuine

Parts that are inclusive of labour.

Deals with Volkswagen Economy

Parts that are inclusive of labour.

Retail colour is blue.

Retail colour is orange.

Visual Cue

All Volkswagen Vehicles.

Volkswagen Vehicles five

years and older.

Target Market

Same ribbon shape is used for both retail sub brands.

The text within both retail ribbons consistently says

‘100% Volkswagen Service’

Synergies



Retail Offers: Genuine Deals

AdvertisementsthatofferspecialsordiscountsonGenuineVolkswagenPartswillbemarketedundertheGenuineDealsretailribbon.ThepresenceofthisGenuineDealsretailribbonnotifiesCustomersthattheofferisapplicabletoGenuinePartsonly.ThetermGenuineDealswasselectedasitspeakstothepackageofferingofVolkswagenlabourandGenuineVolkswagenParts.Thisisfurtherstrengthenedbythetextintheribbonwhichstates‘100%VolkswagenService’.ThenamealsoreiteratesthattheCustomerwillreceiveagreatdealwithnohiddenclausesorexceptions,atrueGenuineVolkswagendeal.

TheGenuineDealsofferingisrepresentedbythecolourblue.



Genuine DealsDealeradwithoutgrid


VolkswagenParts Expertise

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis id enim vitae neque tincidunt vehicula vitae at risus. Cras rhoncus nisl a velit dignissim non dapibus turpis rutrum. Etiam a massa felis. Quisque libero orci, sodales vel euismod eget, mattis sit amet mi. Suspendisse cursus mattis augue, sed feugiat ante interdum posuere. Mauris neque nibh, semper vel sagittis quis, imperdiet quis libero.

In condimentum interdum nisi. Suspendisse lectus dolor, porttitor at cursus eu, commodo eget diam. Fusce vitae diam risus. Integer sed augue purus. Nullam volutpat, dolor vel porta accumsan, mauris nisi dictum nisi, sit amet pharetra lacus nisl quis velit. Praesent vitae orci id lectus viverra facilisis ut sit amet ante. Sed tincidunt viverra.

Headline.

WebsiteandsocialmediainformationappearonallVolkswagenretailcommunication.

GenuineDealsribbondeviceisstandardonallGenuineDealsretailcommunication.

Image.

Blueblockisstandard.





HeadlinetypesetinVolkswagenHeadline.Athinwhiteborderline

seperatestheheadlinefromthebodycopy.







Genuine DealsDealeradwithgrid

WebsiteandsocialmediainformationappearonallVolkswagenretailcommunication.


Blueblockisstandard.

TableistypesetinVolkswagenUtopia.








Image.



Headline.

Lorem ipsum dolor sit amet:

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Lorem Ipsum Dolor Lorem Ipsum

Lorem R R R R R

Ipsum R R R R R

Dolor R R R R R






Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis id enim vitae neque tincidunt vehicula vitae at risus. Cras rhoncus nisl a velit dignissim non dapibus turpis rutrum. Etiam a massa felis. Quisque libero orci, sodales vel euismod eget, mattis sit amet mi. Suspendisse cursus mattis augue, sed feugiat ante interdum posuere. Mau-ris neque nibh, semper vel sagittis quis, imperdiet quis libero.

In condimentum interdum nisi. Suspendisse lectus dolor, porttitor at cursus eu, commodo eget diam. Fusce vitae diam risus.

Headline.


Genuine DealsDealermailer







HeadlinetypesetinVolkswagenHeadline

inwhiteonabluestrip.

Image.








Genuine DealsDealermailer









Image.


Headline.









Lorem R R R R R

Ipsum R R R R R

Dolor R R R R R





Retail Offers: Economy Packages

AdvertisementsthatadvertiseEconomyPartswillbemarketedundertheEconomyPackagesretailribbon.ThepresenceofthisEconomyPackagesretailribbonnotifiesCustomersthattheofferisapplicabletoEconomyPartswhichareexclusivetoVolkswagensfiveyearsandolder.ThetermEconomyPackageswasselectedasithighlightstheuseofEconomyPartscombinedwithVolkswagenlabour.Againthiscombinationoflabourandpartsisstrengthenedbythetextintheribbonwhichstates‘100%Volkswagenservice’.ThenamenotifiesCustomersinstantlythattheofferisapplicabletoEconomyPartsandeitherisorisn’tapplicabletothembasedontheirvehiclesage.

TheEconomyPackagesofferingisrepresentedbythecolourorange.



In condimentum interdum nisi. Suspendisse lectus dolor, porttitor at cursus eu, commodo eget diam. Fusce vitae diam risus. Integer sed augue purus. Nullam volutpat, dolor vel porta accumsan, mauris nisi dictum nisi, sit amet pharetra lacus nisl quis velit. Praesent vitae orci id lectus viverra facilisis ut sit amet ante. Sed tincidunt viverra.

Headline.

EconomyPackagesribbondeviceisstandardonallEconomyPackagesretailcommunication.

Orangeblockisstandard.









Economy PackagesDealeradwithoutgrid



Geniune Deals

100%Volkswagen

Service

100%Volkswagen

Service

Economy Packages

100%Volkswagen

Service

AutoMotion

Image.




Visit us on vw.co.za and find us on facebook.com/vwsa WebsiteandsocialmediainformationappearonallVolkswagenretailcommunication.




Headline.EconomyPackagesribbondeviceisstandardonallEconomyPackagesretailcommunication.

Orangeblockisstandard.











Lorem R R R R R

Ipsum R R R R R

Dolor R R R R R


Economy PackagesDealeradwithgrid



Geniune Deals

100%Volkswagen

Service

100%Volkswagen

Service

Economy Packages

100%Volkswagen

Service

AutoMotion


Image.




Visit us on vw.co.za and find us on facebook.com/vwsa WebsiteandsocialmediainformationappearonallVolkswagenretailcommunication.





Headline.










Economy PackagesDealermailer



Geniune Deals

100%Volkswagen

Service

100%Volkswagen

Service

Economy Packages

100%Volkswagen

Service

AutoMotion

Image.







21 < > Start CloseContents Contents Introduction Das Auto Visual Elements Brand Retail Offers














Lorem R R R R R

Ipsum R R R R R

Dolor R R R R R





Economy PackagesDealermailer

Headline.



Geniune Deals

100%Volkswagen

Service

100%Volkswagen

Service

Economy Packages

100%Volkswagen

Service

AutoMotion

Image.



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