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