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WelcomeAbout TeslaOverviewThe Tesla WordmarkThe Tesla FlagThe Tesla TRoadster LogoRoadster Sport LogoModel S LogoUnacceptable Uses of the Visual IdentityPrimary TypographyCorporate PaletteBusiness CardElectronic and Printed LetterheadEnvelopesPPT TemplateE-mail SignatureMerchandise GuidelinesApparel GuidelinesEditorial GuidelinesIntroduction0102Visual Identity0102030405060708Typography01Colors01=Business Papers010203Electronic Applications0102Other Applications0102Editorial GuidelinesEd 01 Welcome to the Tesla Motors, Inc. brand guidelines.A unified and consistent use of these guidelines is one of the key ways by which we willvisibly distinguish and strengthen the equity and hence the value of our brand over the mediumand long-term.These guidelines are designed to help everybody involved in the production of our communicationsand they also play an important role in building our brand. Please take time to read and understandthem: The design principles have been carefully considered and developed to ensure that our visualidentity is consistent all around the world. They will continue to evolve as our requirements grow tobecome a fully comprehensive guide for all identity applications.This document provides detailed guidelines for working with the Tesla Motors visual identity. Itincludes an overview of our brand positioning, our identity toolkit, and illustrates applications forbusiness papers and other applications. Thank you for making the brand a priority! INTRODUCTION 01 TESLA MOTORSwas founded in 2003 by a group of intrepid Silicon Valley engineers who set out toprove that electric vehicles could be awesome.THE TESLA ROADSTERhit the streets in early 2008 as a car with no equal. Two years later, over1,000 Roadsters drive emissions-free in more than 25 countries.TESLA’S BATTERY PACKS AND POWERTRAINSwill help lessen global dependence onpetroleum-based transportation and drive down the cost of electric vehicles. By cooperating withother car manufacturers, we hope to put more electric cars on the road.EVERY TESLA AND EVusing Tesla Technology is a step towards making increasingly affordableelectric cars available to the consumer.It’s more than electric, it’s Tesla.INTRODUCTION 02 The Tesla Visual Identity is more than a badge or logo: it stands for who we are. It is a visualrepresentation of our brand, our values and our commitment to be the best of the automotive andtechnology worlds.The relationship between each element of our visual identity has been carefully considered: theletters have been specially drawn and colors have been chosen to create a unique, distinctive mark.The relative size and position of the elements is fixed and should not be changed. There are threevariations of the Tesla Visual Identity They are:A. The Tesla WordmarkB. The Tesla FlagC. The Tesla TNote that The Tesla Flag and The Tesla T may be used on communications ONLY WITH EXPLICITAPPROVAL of Corporate Marketing and the Chief Designer/Creative Director.PMS 186A. The Tesla WordmarkB. The Tesla FlagC. The Tesla TVISUAL IDENTITY 01 The Tesla Wordmark is the most common expression of the Tesla Visual Identity. It combines theclearest communication of the brand name with the most flexible rules of application.The Tesla Wordmark may be used in any application and in any configuration provided the two rulesare strictly adhered to:A. The Tesla Wordmark may ONLY be used in the color combinations shown here. It may NOTbe placed on a HIGHLY-PATTERNED background or photograph. Care should be taken that thebackground upon which it lies allows it to read with sufficient prominence. The type may not bealtered in any way, nor should it have any elements added to it, such as a drop shadow or underline.B. A clearspace equal to the vertical height of The Tesla Wordmark must be maintained around TheTesla Wordmark in every application. No other visual element may intrude within this clearspace.The Tesla Wordmark may NOT be used “in-line” as part of headlines, copy or other typography, butshould always be used as a stand-alone element.The Tesla Wordmark is the ONLY expression of the Tesla Visual Identity which may be given to thirdparties for use in their communications. Third parties must also abide by the rules outlined above.XXA. Permissible Color/Background CombinationsB. Clearspace VISUAL IDENTITY 02 The Tesla Flag is more than a badge or logo: it stands for who we are. It represents our commitmentto be the best of the automotive and technology worlds and its use should be carefully controlled.The relationship between each element of our logo has been carefully considered: the letters havebeen specially drawn and colors have been chosen to create a unique, distinctive mark. The relativesize and position of the elements is fixed and should not be changed.Use of the Tesla Flag on an application requires the explicit permission of Corporate Marketing andthe Chief Designer/Creative Director. It should NEVER be given to third parties for use on thei