BMW 宝马品牌形象识别手册

Appearance of theBMW ClubsCorporate IdentitySeptemberpage 1 Content.IntroductionBackground and objectivesBasicsBMW Club logoBMW symbolBMW wordmark and designationsBMW TypeBMW Club signetBMW Club identifierVisual worldGuidelineConstruction of the BMW Club logoApplication of the BMW Club logoApplication of the BMW Club identifierBMW Club structureCommunication applicationsPrint mediaInternetMerchandising articlesBadges and pinsMembership cardInstitutional applicationsCorrespondence Appearance of theBMW ClubsCorporate IdentitySeptemberpage 2 030708101112131416232628303133343537 Background and objectives.The appearance of the BMW Clubs.These design guidelines apply to the communicative and institutional image of theofficial BMW Clubs. They replace all previously applicable guidelines.If you have any questions on the appearance of the BMW Clubs,please consult the BMW Club Office:Contact:Kati HocknerTel:+49 89 382-33 845E-mail:kati.hockner@partner.bmwgroup.com Background and objectives.The appearance of the BMW Clubs.BMW Club members identify strongly with the BMW Brand and associateBMW products with their own values. As ambassadors and multipliers of theBMW Brand and its products, however, they also bear responsibility forrepresenting BMW in a way that is characteristic of the brand.After all, the BMW Brand is highly valuable, and such value must be protected.On the one hand this means adhering to certain shared basic rules, but it also meanspreserving individuality and setting oneself apart from other BMW Clubs.The BMW Club appearance should be based on the premium aspirations of theBMW Brand. The club must always be clearly recognisable as the sender.These design guidelines have been developed in close collaboration with theInternational Council of BMW Clubs. They outline the new appearance usingexamples for all the relevant media applications, are mandatory worldwide andapply without restriction to all communication and correspondence materials. Content.IntroductionBackground and objectivesBasicsBMW Club logoBMW symbolBMW wordmark and designationsBMW TypeBMW Club signetBMW Club identifierVisual worldGuidelineConstruction of the BMW Club logoApplication of the BMW Club logoApplication of the BMW Club identifierBMW Club structureCommunication applicationsPrint mediaInternetMerchandising articlesBadges and pinsMembership cardInstitutional applicationsCorrespondence Appearance of theBMW ClubsCorporate IdentitySeptemberpage 5 030708101112131416232628303133343537 The new BMW Club appearance.More contemporary, more powerful andmore flexible.AdvertisementFlyerInternetClub jacketClub capPin34th Sample Town Race.Sign up now.34th Sample Town Race.Sign up now.BMW ClubSample Town Appearance of theBMW ClubsCorporate IdentitySeptemberpage 6In future the appearanceof the BMW Clubs will bemore contemporary andmore striking, while at thesame time offering clubsscope for differentiationamong themselves.More space is given tothe club logo and there isgreater freedom of design.There are also clear rulesto ensure the premiumaspirations of the BMWBrand are satisfied,however. These rulesprovide support in creatingan individual appearancefor each BMW Club. Joe SampleSample Street 1230123456789Membership card Official BMW ClubBMW ClubDesignation – line 1Designation – line 2BMW Club logo.The official emblem of a BMW Club.Below is a schematic illustration of all elements of the BMW Club logo. It should always appear against a white background.Where this is not possible, a white badge is used (for further details see page 25).The BMW Club signet appears in a prominentposition, directly below the club name. Wherepossible it is adapted to the length of the line.The BMW symbol is a promise of quality andstands for mobility at premium level.The designation BMW Club unmistakably identifies an official BMW Cluband always appears in the first line. In some cases the designation can besupplemented or adapted to the language in question (specifications onnaming are provided in the guidelines section from page 17).Two lines are available forthe name of the club or placedesignation.The BMW Club identifier shows the clubto be an official BMW Club. Appearance of theBMW ClubsCorporate IdentitySeptemberpage 7BMW Club logoBMW Club identifier BMW symbol.Valuable objects must be protected.The symbol represents the BMW Brand and thereby forms the core of theBMW Brand Identity. Careful use of this element guarantees uniformity of appearanceas well as a high degree of recognisability.The BMW symbol is subject to worldwide copyright and may only be used byBMW AG and its authorised contractual partners, including the official BMW Clubs.It must always be applied with the greatest of care, since it is a seal of quality for theproducts and services of the brand.The BMW symbol always appears in three-dimensional form, in colour and positionedagainst a white background. The BMW symbol is never altered in any way, i.e. simplified orcombined with graphi