Piece by piece. Building our brand identity, together....warm — our brand photography helps bring to life the personality of our brand, and the people in our business. There are

Piece by piece.Building our brand identity, together.

Contents3

Why?9

Our logos 32

Core elements45

Creative assets

2

© Lookers plc 2016.


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Why?

Building a strong and authentic identity is creating trust with colleagues, customers and stakeholders.

A well defined identity and brand proposition will help us to achieve our declared goals and turn them into a competitive advantage.

To achieve this, we must carefully manage all of our visual and verbal communications piece by piece to ensure we have continuity and consistency of message.

These guides are the start of our journey together to do just that.

Why identity matters

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for you, for life

Our propositionOur proposition is describes our promise. 5


Understated.Personable.Genuine.Fun.Accommodating.Clear.Confident.Compelling.

Our way6


We believe people give their best when:

They are listened to.They are empowered to make their own choices.They are given time to think, and act.They are part of a conversation.They can talk about their experiences, their own lives.They share many similar stories.They feel comfortable and confident. They know we are on their side.

When they are encouraged to be themselves.

Our beliefs7


We are the right choice.

We will present the cars customers need, not simply a cars we need to sell.We will offer the best range or marques, on-line and in local dealerships across the UK.We will encourage flexibility, not process. We will create seamless customer experiences. We will ensure customers are comfortable, reassured, confident — inspired by their experience with us.We will be brave. We will think future first. We will earn trust, and over time, respect.

Our vision8



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Our logos.

Our logos are an incredibly valuable part of our identity. Using these consistently across all applications helps to build recognition and brand awareness, therefore it is essential that they are always reproduced correctly to ensure that we communicate the same qualities every time.

Do not re-create nor modify the logos in any way. Master artwork files are available from the central marketing team.

Our logos10


Our primary logo is Lookers blue. This must be applied wherever possible.The reversed logo should be used sparingly — against our blue backgrounds on tactical applications and over images where there is not enough contrast for our primary logo to stand out.

The mono version must only be used when colour reproduction is not available.Lookers


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This example shows the logo height at 19mm – the required clear space is 19mm on all sides.

This example shows the logo height at 10.5mm – the required clear space is 10.5mm on all sides

Lookers Clear space

To ensure clarity and legibility, our logo should be protected by a clear space areaequal to the height of the logo.

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A3Logo height 19mm

A5Logo height 13mm

A4Logo height 15.75mm

Minimum size — PrintLogo height 10.5mm

LookersSize guide

Minimum size — PixelsLogo height 25px

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Lookers No strapline

This version should only be used wherethere is limited space or legibility, for example social media icons or signage.Our clear space and sizing rules apply.

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Charles Hurst

Our primary logo is Lookers blue. This must be applied wherever possible.The reversed logo should be used sparingly — against our blue backgrounds on tactical applications and over images where there is not enough contrast for our primary logo to stand out.

The mono version must only be used when colour reproduction is not available.


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This example shows the logo height at 10mm – the required clear space is 10mm on all sides

Charles HurstClear space

To ensure clarity and legibility, our logo should be protected by a clear space areaequal to the height of the logo.

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A3Logo height 19mm


A4Logo height 14.25 mm

Minimum sizeLogo height 10mm

Charles HurstSize guide


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Charles HurstNo strapline


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This version should only be used on environmental applications, point of sale, or signage. The stacked version must not feature on any stationery, printed literature or advertising applications.

Charles HurstStacked


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This version should only be used on environmental applications, point of sale, or signage where there is limited space or legibility.

Charles HurstStacked, no strapline


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Our primary logo is Lookers blue. This must be applied wherever possible.The reversed logo should be used sparingly. Against our blue backgrounds on tactical applications and over images where there is not enough contrast for our primary logo to stand out.

The mono version must only be used when colour reproduction is not available.Taggarts


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This example shows the logo height at 11mm – the required clear space is 11mm on all sides

To ensure clarity and legibility, our logo should be protected by a clear space areaequal to the height of the logo.Taggarts

Clear space

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A3Logo height 22mm

A5Logo height 14mm


Minimum size – PrintLogo height 11mm

Taggarts Size guide

Minimum size – DigitalLogo height 25px

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TaggartsNo strapline


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Our primary logo is Lookers plc blue. This must be applied wherever possible.The reversed logo should be used sparingly — against our blue backgrounds on tactical applications and over images where there is not enough contrast for our primary logo to stand out.

The mono version must only be used when colour reproduction is not available.Lookers plc


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This example shows the logo height at 7.5mm – the required clear space is 7.5mm on all sides

To ensure clarity and legibility, our logo should be protected by a clear space areaequal to the height of the logo.Lookers plc

Clear space

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A3Logo height 12mm


A4Logo height 10.75 mm

Minimum sizeLogo height 7mm

Lookers plcSize guide


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Occasionally our logos will be presented as a lock up. The two versions below are available as master artwork files.

Our proposition is written into the title rather than appearing under each logo as seen when they appear individually.

Logo Lock up


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When applying our logos on digital applications such as online advertising or social media we should use the versions without the strapline.

The exception is on our own websites, where we must use the master versions.

For logo sizing we must take a common sense approach. We understand that working with third parties specifications and restrictive dimensions can be challenging, all we ask is that our logo’s appear as large as possible, with enough space around them to stand out at all sizes.

Digital versions


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Architecture

Platts Harris

Tier 2Parent companies, featuring strapline

Tier 1Plc

Tier 3Services, no strapline, grey supporting colour

Please note: the company strapline does not appear on any logos other than the three main parent companies as shown.

LookersCorporate

LookersGroup Fleet

LookersLeasing

LookersUsed Car Supermarket

LookersPaint, Body & Repair Centre

LookersFleet Services

LookersParts Trade Center

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Sub brands

Master logos are available for selected subrands as shown below.


Tier 4Sub brand logos.

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Core elements.

Lookers Blue

Pantone 3015 CP

CMYKC 100M 35Y 3 K 21

RGB R 0 G 98B 155

Hex 00629B

RAL /////

Primary colours

Lookers plc BlueFor use on plc materials only.

Pantone 289 CP

CMYKC 100M 76Y 12 K 70

RGB R 12 G 35 B 64

Hex 0C2340

RAL /////

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Pantone 306 CP

CMYKC 75M 0Y 5 K 0

RGB R 0 G 181B 226

Hex 00B5E2

RAL /////

Secondary colours

Pantone 413 CP

CMYKC 9M 5Y 12 K 14

RGB R 186G 187 B 177

Hex BABBB1

RAL /////

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Pantone 7544 CP

CMYKC 34M 14Y 11 K 44

RGB R 118 G 134B 146

Hex 768692

RAL /////

Supporting colours

The colours should be used carefully to support our primary and secondary colours. The can be used for sub brands, merchandising or as the basis for our illustration work.

Pantone 165 CP

CMYKC 0M 70Y 100 K 0

RGB R 255 G 103B 31

Hex FF671F

RAL /////

Pantone 194 CP

CMYKC 8M 100Y 55 K 37

RGB R 155 G 39B 67

Hex 9B2743

RAL /////

Pantone 341 CP

CMYKC 95M 5Y 82 K 24

RGB R 0 G 122B 83

Hex 007A53

RAL /////

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Theinhardt Boldabcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£$%^&*()_|”{}:

Theinhardt Mediumabcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£$%^&*()_|”{}:

Theinhardt Regularabcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£$%^&*()_|”{}:

Theinhardt Lightabcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£$%^&*()_|”{}:

To be used sparingly as a display face.

To be used for headlines.

To be used for leaders and pull quotes.

To be used for body copy captions and main content.

Typography

Our corporate typeface is Theinhardt. This must be used on all digital, print and environmental applications.

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Typography style guide

Example A4 Page headings15/16.5 Theinhardt Medium and light

JustificationWord spacing 90%Letter spacing -7%Optical

Typography style guideStaff Handbook 2017/18

Example A4 Document titles/out-sized22/24 Theinhardt Medium and light

JustificationWord spacing desired: 90%Letter spacing desired: -7%Optical

Sub headings 9.5/11.5 Theinhardt Medium

Body copy 9.5/11.5 Theinhardt Light


Transfer pricingThe transferred price will be £750 less than the retail advertised price for volume cars and £1,000 less than the advertised retail price for premium prestige cars.

Should there be any need to clarify which brands are regarded as premium or prestige, your Franchise Director will be happy to clarify. This should encourage the selling dealer not to discount our transparent advertised prices and still leave a margin for the stocking dealer.

Captions/disclaimers8/9.75 Theinhardt Medium and light

JustificationWord spacing 100%Letter spacing -3%Metrics

Transfer pricingThe transferred price will be £750 less than the retail advertised price for volume cars and £1,000 less than the advertised retail...

Leaders/Intros12.5/16.5 Theinhardt Medium and light


The transferred price will be £750 less than the retail advertised price for volume.

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Bullet pointsSquare, height of capital letterText indented 4mm.

Transfer pricing

The transferred price will be £750 less.

The transferred price will be £750 less than the retail advertised price for volume cars and £1,000 less than the advertised.

Text rules9.5/11.5 Theinhardt Medium and Light

Rule above — MediumWeight 1.5pt Offset 3mm

Rule above — LightWeight 0.4pt Offset 3mm

Boxed details When information is boxed for tables, charts or diagrams, use a blue key line.

The transferred price will be £750 less than the retail advertised price for volume.

Transfer pricing

The transferred price will be £750 less.

The transferred price will be £750 less than the retail advertised price for volume cars and £1,000 less than the..

Dealership Excess

Tables9.5/11.5 Theinhardt Medium and Light

All text ranged leftPantone 3015.

Rules offset 3mmin Pantone 306.

Excess Third Party Persons/Property

Dealership Excess (Lookers insured Vehicle)

Value of Vehicle(Consignment value ex VAT)

Up to £49,999

£50,000 to £74,999

£75,000 to £99,000

£100,000 plus

£5,000

£7,500

£10,000

£15,000

Nil - Covered in full by Allianz




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Display Theinhardt Bold

JustificationWord spacing 90%Letter spacing -3%Metrics

Letter spacing-10

Freeze

WinterSale

0%

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Example Finance

/month£150£35,995

£34,995


Pricing and rates Theinhardt Boldand Regular.

JustificationWord spacing 90%Letter spacing -3%

Optical for numbersMetrics for text

Letter spacingFigures Between -10 and -30

Pre sale/offer pricingmust be set in Regular,the correct price in Bold.

The line through must run exactly through the centre of the ‘Pounds’ character as shown here.

£00,000

Supporting informationmust be set in Regular,price in Bold.

0% APR

Supporting informationmust be set in Regular,rates in Bold.

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Typography style guidePlease don’t...

Tracking too tight

WinterSale

Our corporate font connects our visual identity across all applications, it is the visual to out voice, therefore it’s essential that is always clear, free from typographic tricks or effects. A few bad examples found below. General rule, keep type clean and simple.

Stroke on text

WinterSale

Drop shadow

WinterSale

Inner shadow

WinterSale

Underline

WinterSale

Bevel and emboss

WinterSale

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Top margin16mm

Left, right12mm

Bottom18mm

12 columns3mm gutter

7 column vertical grid

Master InDesign files are available from the central marketing team.

Grid SystemA4

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There are two positions where our logos can appear. There are no hard and fast rules to this which position must be used on which application, as we know flexibility is key to the success of any identity. Please ensure the logos are always clear, with sufficient contrast between them and any backgrounds they appear on.

Logo positionsA4

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Logo positionsA4

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Creative assets.

Photography

Understated, genuine, inclusive and warm — our brand photography helps bring to life the personality of our brand, and the people in our business.

There are three key themes driving the shots; people, places and product. These can be combined to help us tell compelling visual stories.

Brand photography is available from the central marketing team.

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PhotographyPeople

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PhotographyPlace

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PhotographyProduct

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Documents

Piece by piece. Building our brand identity, together....warm — our brand photography helps bring to life the personality of our brand, and the people in our business. There are