吉利汽车GEELY 品牌VI手册

www.geely.com LEGAL DISCLAIMERPLEASE READ THE FOLLOWING TERMS (THE “AGREEMENT") CAREFULLY BEFORE USING GEELY AUTO COMMUNICATION GUIDELINES (NEW ENERGY 2025)(THE “GUIDE").Disclaimer of Warranties The Guide is provided on an "as is" and "as available" basis. The Guide expressly disclaims all warranties of any kind, whether express or implied, including, but not limited to the impliedwarranties of merchantability, fitness for a particular purpose, non-infringement. The contents provided herein are intended solely for internal reference and shall not be used forcommercial purposes. Any form of dissemination, including but not limited to copying, photographing, is strictly prohibited.Intellectual Property You acknowledge and agree that the Guide may contain proprietary and confidentialinformation that is protected by applicable intellectual property and other laws and regulations. Except for the limited license contained herein. nothing in this Agreement grants or should be construed togrant any licenses or rights, by implication, estoppel or otherwise, under copyright or other intellectualproperty rights, no part of the materials, including images or fonts, available in this Guide may becopied, photocopied, reproduced, translated or reduced to any electronic medium or machine-readableform, in whole or in part. You shall not remove, change, or obscure any copyright notice or otherproprietary notice or terms of use contained in the Guide.Confidentially degree of care not lower than what applied to your own equally important confidential information toavoid disclosure, at least with reasonable care. You agree to indemnify and hold GEELY, our subsidiaries, assigns, directors, affiliates, officers, agents,Indemnity employees, or third-party contractors, harmless from all damages, costs, liabilities, and any claim forcompensation or damages and for all other amounts due under or pursuant to this agreement and all costs of recovering same, including legal costs due to or arising out of your use of the Guide, yourviolation of this agreement, or your violation of any rights of another entity, or due to or arising fromsuch activities carried out by a person using this Guide to whom you have provided access.1 INTRODUCTION1.0 05Table of Contents04Explanation of Guide & Use WELCOME &INTRODUCTION Guidelines. Within this document, you’ll findeverything you need to create on-brand, dynamicand effective communications that look, feel andsound like Geely.Covering everything from logos and color palettes to imagery and Tone of Voice, these guidelines willhelp you create materials that not only align withour brand strategy but also radiate the surprisingand uplifting Geely essence.Your journey to producing on-brand, dynamic, and impactful communications starts here. Our communication guide is designed to be your trusted companionin navigating the world of Geely Auto. Whether you're a novice or anexpert, this resource offers clear and concise instructions, insights,and tips to help you make the most out of your journey. Effortlessly navigate this guide by utilizing Our guide provides step-by-step the Table of Contents as your reliableroadmap. Click on your desired chapter forseamless, one-step access, utilizing it asyour convenient shortcut. explanations that are easy to follow,ensuring a seamless experience. Gain confidence in your decisionsand actions by relying on a trusted If you have any questions or need furtherguidance as you explore this guide, don't source. hesitate to reach out. INTRODUCTION030405021.0Welcome & IntroductionExplanation of Guide & UseTable of Contents 101102Layout Principles 5155565758Clear Space & Minimum SizesLogo Color UsageLogo PlacementsLogo Application PlanningIncorrect Application Examples Key Layouts 1041051061076.1LOGO SIZE & MARGIN103Our Measurement ToolLogo Size & MarginsLogo Measurement SystemEnd Frame Layouts OUR STORY0915BRAND FOUNDATION08162.03.0Brand HistoryThe Next Phase 616263646566676869727374798084865.3TYPOGRAPHY85IntroductionBrand ColorNeutral & Full ColorsNeutral GradientMulticolor GradientCropping ConsiderationsPrimary Color PaletteExtended Color PaletteColor Ratio Principles & ExamplesText Color CombinationsConnecting Colors to Image TonesColor Gradient UsageMulticolor Gradient UsageSolid Color UsageNeutral & Full Color OverviewIntroduction 112113114129Our FrameworkLogo Proportion and PositionFull Screen Layout ExamplesFull Screen Layout Overview 1819202126272829BRAND STORY30Brand PurposeBrand ValueMission & VisionBrand PositioningBrand PromiseManifestoAudienceAudience Segments 1311321371426.4ALTERNATIVE LAYOUTS144The MotifBasic Motif LayoutsInformation Motif LayoutsMotif Layouts 8789909293957.05.4PRODUCT94Primary TypefaceSecondary TypefaceTypeface UsageType in UseIncorrect Application ExamplesiewProduct Naming Basic Rules ICONOGRAPHY149146147Frame in Horizontal SizesAlternative Sizes Layout Examples BRAND FUNDAMENTALS5.1LOGO3539404143444546Ton