zero emission communication activity ‘ the new car ... · a car that charges while you sleep,...

Zero Emission Communication Activity‘ the new car ’ Creative Guideline

English

NISSAN MOTOR CO., LTD .January, 2012 The latest Version.

(C)2012 NISSAN MOTOR CO., LTD. All Rights Reserved.

Nissan Confidential

‘ the new car ’　Introduction0 0


Nissan Confidential

■ ‘ the new car ’

After more than 100 years of automotive history, it's time for something radically new.

A car with no oil, no gas tank, no transmission, no tailpipe.

A car that runs on 100% electricity, an energy source that can be made locally, cheaply and ecologically.

A car that charges while you sleep, while you shop, while you work.

A car that embraces recycled materials.

A car so vastly original, it will change the way we build, drive and think about carsfor years to come.

Within ‘ the new car ’ palette, two colors are dominant.Whereas the electric yellow carries an energy and boldness.Midnight blue depth and sophistication. It feels high end and technological, without the starkness of black.

Because this is a car like no other before it, it needs to be introduced like no car before it. Our campaign and messaging should be bold, imaginative and, above all, truthful.

This campaign should feel fresh, vivid, insightful and human. The elegance of its execution should result in a simple takeaway that inspires curiosity.

This guideline prescribes a graphic element to tell attractively.


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1 Zero Emission Communication Activity ‘ the new car ’

2 ‘ the new car ’ Design System

3 ‘ the new car ’ Advertising Design System

4 ‘ the new car ’ Event Design System

3-1 ‘ the new car ’ Advertising Elements3-2 ‘ the new car ’ Advertising Application

2-1 ‘ the new car ’ Elements2-2 In case ( Hero Angles, Inforgraphic )

4-1 ‘ the new car ’ Event Elements4-2 ‘ the new car ’ Event Application

1 . 11 . 1


Nissan Confidential

The 100% electric vehicle

January, 2012

NISSAN MOTOR CO.,LTD. NISSAN MOTOR CO.,LTD.Global Marketing Strategy Division Global Brand DivisionCommunication and Media strategy Department Global Brand Strategy & Management Department

The Zero Emission Communication Activity “the new car” Creative Guideline has been formulated to stipulate visual expressions and their usage in electric vehicle advertising activities, which is a part of Nissan brand’s Zero Emission communication initiative.

Introduction

* Zero Emission : Nissan is committed to Zero Emission leadership, taking a holistic approach to promote a sustainable society.

Example

This is the dummy copy for Nissan. The real copy will reflect the Nissan tone and manner. It will

be simple. It will humanize and energize. And, of course, it will have a nice little wink that will

make you smile.

Nissan. Innovation That Excites.


Scope 1 . 21 . 2


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‘ the new car ’

Nissan Brand

Zero Emission

OOH

or

++

※

※ For ‘ the new car ’ in the case of the use hope. Contact QMP.

Scope

Message Elements

Vehicle InformationSystem

Dealeroutlet

Service

Still Online AD Flyer Movie VehicleBrochure

ExhibitMotorshow

Event of LEAF

AD Communication of LEAF

PartsAccessory

e.g., NAVI, e.g.,Charging Station

e.g.,InsuranceLeaseOwner’s manual

Zero Emission Communication Activity

‘ new car ’ Creative Guideline

The existing Guidelines

Zero Emission Visual Identity System Design Guidelines

100% electric

Nissan LEAF


Nissan Confidential

Event　

Elements 1 . 31 . 3

’ the new car ’ Creative Guideline consists of two elements, namely Nissan brand mandatory element and EV ( electric vehicle ) exclusive element.It has been designed in a way that LEAF’s advertisement communication deliverable will help create the image of both Nissan brand and electric vehicle, “LEAF.”

※

※

Unique to individual regions.

Establishing communication word will require validation at ZECC.Contact ZECC of Secretariat office ( QMP ).

Accent color ( Yellow )

Background color

Background color

Nissan Brand Logo Nissan Brand Logo

Tag lineTag line

Zero Emission Logo Mark


Message ( Nissan AG )

Font ( Nissan AG )

Hero Angle

Hero Angle

Infographic

Infographic

Nissan brand mandatory elements

Mandatory

EV exclusive elements

Communication word ( Nissan AG )

Communication word

‘ the new car ’ guideline

See Nissan VI guideline

or NISSAN BRAND

CREATIVE EXPRESSION

Follow the rules stipulated in the guideline

upon use.

Accent color / MessageModel name ( Nissan LEAF )

Model name

100% electric

Nissan LEAF

Example

THE FEELING OF FREEDOM FROM THE PUMPThis is the dummy copy for Nissan. The real copy will reflect the Nissan tone and manner. It will


make you smile.


*Hero Angle is Japanese specifications.

‘ the new car ’ EV exclusive element


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■ Zero Emission Logo Mark

■ Model name

■ Accent color

■ Message

Vertical Type

Nissan AG

Yellow

Horizontal Type

Used in conjunction with the headline to clearly communicate the fact that the vehicle is electric powered.

Accent color has been established to evoke energy of both the sun and electricity in a powerful, energetic fashion. It should be used for headlines and model name to make the appeal effective.

The Zero Emission logo mark is the core element which constitutes the visual image of Zero Emission. Always use the horizontal type when used in combination with Nissan brand logo or other elements.

Nissan + Model nameIndicate “ LEAF ” on License plate.Contact QMP about Model name.

100% electric

1 . 41 . 4

■ Background colorMidnight Blue Midnight Blue gradationBackground color has been established to communicate the science

and ingenious technology applied to the vehicle.

Nissan LEAF

1 . 51 . 5 ‘ the new car ’ EV exclusive element


Nissan Confidential

■ Infographic

Infographic Infographic color

■ Hero Angle

Hero Angles

Infographic has been established to convey information relevant to ’ the new car ‘ in an attractive manner. Use infographic color for illustrations and/or graphs in 2D or 3D.

Hero Angles are specific angles established to convey the attractiveness of ’ the new car ‘ and should be used for key visuals of catalog cover page, website top page, and/or posters.


1 . 61 . 6

the new car

‘ the new car ’ EV exclusive element


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■ Communication word

Communication word that is unique to individual regions may be established.However, establishment of a Communication word will require validation at ZECC.Contact ZECC of Secretariat office ( QMP ).

Example)


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Model name / Font・Minimum Clear Space 2 . .1 12 . 1 . 1

■

Nissan LEAF

Nissan LEAF

■

0.5 a

a

0.5 a

0.5 a 0.5 a 0.5 a

Nissan AG

LEAF must be indicated in conjunction with the name, Nissan.

Minimum Clear Space


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Model name / Background colors ・ Indication colors 2 . .1 22 . 1 . 2

Nissan LEAF

■

Nissan LEAF

Background colors ・ Indication colors

Background color : Yellow Pantone 102

Indication color : Midnight Blue Pantone289

Background color : Midnight Blue Pantone289

Indication color : Yellow Pantone 102

2 . 1 32 . 1 . .3


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■

■

Vertical Type Horizontal Type

Background color

Zero Emission Logo Mark may not be placed over ‘ the new car ‘ accent color, ‘ Yellow ’.Zero Emission Logo Mark may not be placed over creative color, Midnight Blue gradation.



2 . 1 42 . 1 . .4


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Pantone 102CMYK: C5 M3 Y100 K0RGB : R251 G231 B0HEX : FBE700

■

Accent color

Accent color

Yellow

2 . 1 52 . 1 . .5


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■ Font : Nissan AG

■

100% electricAlways indicate the phrase ‘ 100% electric ’ in conjunction with the headline.

Message 100% electric

Sample

Headline

Print Advertising

This is the dummy copy for Nissan. The real copy will reflect the Nissan tone and manner. It will


make you smile.



Background color2 . 1 . 6 2 . 1 . 6


Nissan Confidential

■

Pantone 295CMYK: C100 M58 Y0 K40

RGB : R0 G68 B124HEX : #002e5f

Pantone 289CMYK: C100 M55 Y10 K75RGB : R0 G33 B67HEX : #001332

Pantone 289CMYK: C100 M55 Y10 K75RGB : R0 G33 B67HEX : #001332

Background color

Midnight Blue Midnight Blue gradation

2 . 1 . 7 2 . 1 . 7Communication word

Font : Nissan AG


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the new car

■


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2 . 2 . 1 2 . 2 . 1Hero Angle


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SIDE VIEWREAR VIEWFRONT VIEWUniqueness of the electric vehicle, LEAF : The absence of a tailpipe

Uniqueness of the electric vehicle, LEAF : new flat type charging portunder the Nissan Brand Logo at vehicle fore.

Hero Angle footages are provided by the Global Marketing Department. Inquiry : QMP


2 . 2 . 2 2 . 2 . 2Hero Angle / Background color


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■ Always use Midnight Blue or Midnight Blue gradation for Hero Angle background color. Background color

Midnight Blue Midnight Blue gradation Do not use accent color, Yellow as background color for hero angle images.


2 . 2 . 3 2 . 2 . 3Hero Angle / Exception


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■

The use of Hero Angle shot is applicable only to diverse top pages (brochure cover page, website top page, posters) and key visuals. Hence, shots taken from other angles may be used for other media.

Exception

2 . 2 . 4 2 . 2 . 4Infographic-1


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Yellow should always be used to designate information about Nissan LEAF,

or key massage.The use of multiple colors here creates a clear view of graphs and charts.

Units and scales typeface colors are carefully selected to ensure visibility ,

but graphs being the key visual.

■

Information relevant to Nissan brand Zero Emission electric vehicle ( i.e.: LEAF )

Color: Accent color Pantone 102

Other information

Color : Select a color from the infographic color palette.

Yellow is the accent color to be used to deliver key messages concerning Nissan brand Zero Emission electric vehicle ( i.e. : LEAF ) and / or Nissan brand Zero Emission. Graph title and values are to use colors chosen from infographic colors.

Use multiple colors to make the graph easily understandable.Colors to be used for units and scales should be selected carefully in order to highlight visuals.

Infographic

2 . 2 . 5 2 . 2 . 5


Nissan Confidential

Even when used in simple graphics, secondary colors should be used to

make relevant information and data pop out of the page including some

background art direction.

While all other elements are dark, these bright colors draw the eye to fellow

the information we are trying to convey. Even simple dotted line make

the chart graphically iconic.

■

Infographic-2

Information relevant to Nissan brand Zero Emission electric vehicle ( i.e.: LEAF ) Color: Accent color Pantone 102

Other informationColor : Select a color from the infographic color palette.

Infographic

Use lighter colors when indicating information relevant to vehicles other than Nissan brand Zero Emission electric vehicle.Colors to be used for information/element should have less luminance in order to highlight the information one wishes to convey.

Use multiple colors to make the graph easily understandable.Yellow is the accent color to be used to be used to deliver key messages concerning Nissan brand Zero Emission electric vehicle ( i.e. : LEAF ).Colors to be used for units and scales should be selected carefully in order to highlight key visuals.

2 . 2 . 6 2 . 2 . 6Infographic color


Nissan Confidential

■

Pantone 396CMYK: C25 M0 Y95 K0RGB : R202 G219 B54HEX : #62BB46

Pantone 032CMYK: C0 M100 Y100 K0RGB : R237 G28 B36HEX : #ED1C24

Pantone 300CMYK: C100 M83 Y0 K15RGB : R14 G63 B140HEX : #0E3F8C

Pantone 2597CMYK: C75 M100 Y0 K0RGB : R102 G45 B145HEX : #662D91

Pantone 368CMYK: C65 M0 Y100 K0RGB : R98 G187 B70HEX :#62BB46

Pantone Rhod. RedCMYK: C0 M100 Y0 K0RGB : R236 G0 B140HEX : #EC008C

Pantone 638CMYK: C100 M0 Y0 K0RGB : R0 G174 B239HEX : #00AEEF

Pantone WhiteCMYK: C0 M0 Y0 K0RGB : R255 G255 B255HEX : #FFFFFF

Pantone BlackCMYK: C0 M0 Y0 K100RGB : R000 G000 B000HEX : #000000

Infographic color


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Elements 13 . 1 . 1 3 . 1 .


Nissan Confidential

’ the new car ’ Creative Guideline consists of two elements, namely Nissan brand mandatory element and EV ( electric vehicle ) exclusive element.It has been designed in a way that LEAF’s advertisement communication deliverable will help create the image of both Nissan brand and electric vehicle, “LEAF.”

※

※

Unique to individual regions.



Background color

Background color

Nissan Brand Logo Nissan Brand Logo

Tag lineTag line




Font ( Nissan AG )

Hero Angle

Hero Angle

Infographic

Infographic


Mandatory





or NISSAN BRAND

CREATIVE EXPRESSION


upon use.

Accent color / MessageModel name ( Nissan LEAF )

Model name

Example

THE FEELING OF FREEDOM FROM THE PUMPThis is the dummy copy for Nissan. The real copy will reflect the Nissan tone and manner. It will


make you smile.


3 . 1 . 2 3 . 1 . 2


Nissan Confidential

■

■

Combination criteria / Nissan Brand Logo, Tagline, Zero Emission Logo Mark

Combination criteria / Indication

Do not

* Nissan Brand Logo and Zero Emission Logo Mark may not be indicated diagonally, vertically. * In case, no space, Nissan Brand Logo and Zero Emission Logo Mark may be indicated diagonally, vertically.

Zero Emission Logo Mark is aligned with the center of Nissan Brand Logo.Ensure minimum margin C in between Nissan Brand Logo and Zero Emission Logo Mark. Note that C should be greater than or equal to A.

* For Nissan brand mandatory element rules, follow the latest NISSAN BRAND CREATIVE EXPRESSION.

1/18W

LEAF

Instant Acceleration

Seating for 5

Zero Emission

C A

W

1/18W

B

1/18W ≧ A

1/18H

Primary Exception

0.3B

LEAF


Seating for 5

Zero Emission

W

H

LEAF


Seating for 5

Zero Emission

LEAF


Seating for 5

Zero Emission

LEAF


Seating for 5

Zero Emission

LEAF


Seating for 5

Zero Emission

* Nissan Brand Logo center alignment

* Brocher varies in size of Zero emission logo mark. Please refer to 3.2.7.


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Print Advertising 3 . 2 . 13 . 2 . 1


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■ For Nissan brand mandatory element rules, follow the latest NISSAN BRAND CREATIVE EXPRESSION. ■

The 100% electric vehicle This is the dummy copy for Nissan. The real copy will reflect the Nissan tone and manner. It will


make you smile.


W

B 0.3B

1/18W

Background Color:Midnight Blue Pantone 289 /Midnight Blue Gradation Pantone 289 - 295

* Nissan Brand Logo center alignment

Headline Color : YellowPantone 102

Vehicle image : Hero Angle

Body copy Color : White 100%

Online Advertising / Banner Still image ・ Flash animation 3 . 2 . 23 . 2 . 2


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The 100% electricNissan LEAF

B 0.3B * Nissan Brand Logo center alignment

Ensure minimum margin C inbetween Nissan Brand Logo and Zero Emission Logo Mark. Note that C should be greater than or equal to A.

Model name in headlineHeadline Color : Yellow Pantone 102




A C≧ A

Out of Home Advertising 3 . 2 . 33 . 2 . 3


Nissan Confidential

■ For Nissan brand mandatory element rules, follow the latest NISSAN BRAND CREATIVE EXPRESSION.

The 100% electricNissan LEAF

B 0.3B * Nissan Brand Logo center alignment

A C≧ AEnsure minimum margin C inbetween Nissan Brand Logo and Zero Emission Logo Mark. Note that C should be greater than or equal to A.

Model name in headlineHeadline Color : Yellow Pantone 102

Background Color:Midnight Blue Pantone 289 /Midnight Blue Gradation Pantone 289 - 295 Vehicle image : Hero Angle


Print Advertising / Cross car line flyer / General brochure 3 . 2 . 4 . 13 . 2 . 4 . 1

Information space for ‘ the new car ’ . Follow ‘ the new car ’ guideline.

Information space for ‘ the new car ’ . Follow ‘ the new car ’ guideline.

Information space for cross car line flyer and general brochure. Follow the each guideline.

■

ABCDEFGHIJKLNMOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyg12345678910

ABCDEFGHIJKLNMOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyg12345678910

Indication of ‘ the new car ’ on a cross car line flyer and /or general brochure

Sample


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3 . 2 . 4 . 23 . 2 . 4 . 2Print Advertising / Cross car line flyer /General brochureNot Applicable


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Electric Vehicle

■

Follow Zero Emission Visual Identity System Design Guidelines guideline.Quick charger flyer and /or brochure of peripheral for EV

Quick Charger

Not Applicable


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3 . .2 53 . MovieZero Emission Communication Activity ‘ the new car ’ Creative GuidelineZero Emission Communication Activity ‘ the new car ’ Creative Guideline 2 . 5

■ Television Advertising Sign-off

Inserting Zero Emission Logo Mark in a movieWhen inserting Zero Emission Logo Mark into a movie, insert Vertical Type or Horizontal Type before fade-out of Nissan Brand Logo + Tagline.

Indicating Zero Emission Logo Mark in a movie.

Indication of Zero Emission Logo mark in movies is permitted. Background color : Midnight Blue Pantone 289

Background color : Midnight Blue Pantone 289


■

■

When inserting Zero Emission Logo Mark into a movie, insert before fade-out of Nissan Brand Logo .

■

For Nissan brand mandatory element rules, follow the latest NISSAN BRAND CREATIVE EXPRESSION.

Brochure Cover 3 . 2 . 63 . 2 . 6


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LEAF

BB

W

1/18W 1/18W 1/18W




1/18WModel name is indicated within this space.


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Nissan Confidential

100% electric

Nissan LEAF

＜Sample＞　

Elements 14 . 1 . 1

’ the new car ’ Creative Guideline consists of two elements, namely Nissan brand mandatory element and EV ( electric vehicle ) exclusive element.It has been designed in a way that LEAF’s advertisement communication deliverables will help create the image of both Nissan brand and electric vehicle, “LEAF.”

※

※

unique to individual regions.


Background color

Background color

Nissan Brand Logo




Font ( Nissan AG )

Hero Angle

Infographic


Mandatory





upon use.

Accent color /Message / Font

4 . 1 .

Model name

Model name ( Nissan LEAF )

Nissan Brand Logo


or NISSAN BRAND

CREATIVE EXPRESSION



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Nissan Brand Logo 4 . .1 24 . 1 . 2

■ Nissan Brand Logo

■ Background color

Follow the Nissan Brand Visual Identity System Design Guidelines for Nissan Brand Logo.

Nissan Brand Logo mark may be indicated using Midnight Blue as Background color, but only at ‘ the new car ’ events.

Midnight Blue Pantone 289 Nissan Brand Logo Mark may not be placed over ‘ the new car ’ accent color, Yellow.

Nissan Brand Logo Mark may not be placed over ‘ the new car ’ accent color, Midnight Blue gradation.

http://rdpplaza.net23.nml.jdc/BIHP/vi/en/online_guidelines/global/nissan_brand_vis/index.htm


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4 . .1 34 . 1 . 3

■

1/3 less or equal

■

the new air

A brand message communicating the value of Nissan’ s zero-emission effort. Offering not just a new car, but a new and better lifestyle though holistic approach.

Accent color, Yellow (Pantone 102) may be used as background color, but only at ‘ the new car ’ events. The ratio in yellow should not take up more than 1/3 of the entire space.

Example : An event with 10 walls could contain up to 3 walls using accent color, Yellow.

Accent color ratio of a single panel or wall should not take up more than 1/3 of the space.

Sample

In case multiple panels / walls are used, accent color ratio should not take up more than 1/3 of the entire space.

Vehicle may not be exhibited or indicated using accent color in its background.

100% electric

Nissan LEAF100% electric

Nissan LEAF100% electric

Nissan LEAF


Background color ratio

Background color ratio


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4 . .1 44 . 1 . 4

100% electric

■

Nissan AG

■

■

100% electric

100% electric0.5 a

a

0.5 a

0.5 a 0.5 a 0.5 a

100% electric

Massage / Font ・ Minimum Clear Space ・ Background colors and Indication Colors

Massage must be indicated in conjunction with the name, Nissan LEAF.

Minimum Clear Space

Background colors ・ Indication colorsBackground color : Midnight Blue Pantone289

Indication color : Yellow Pantone 102

Background color : Yellow Pantone 102

Indication color : Midnight Blue Pantone289

4 . 1 . 5 4 . 1 . 5Movie


Nissan Confidential

■

■ Television Advertising Sign-off for Nissan Brand


Indication of Zero Emission Logo Mark in movies is permitted.

Zero Emission Logo MarkWhen inserting Zero Emission Logo Mark into a movie, insert Vertical Type or Horizontal Type before fade-out of Nissan Brand Logo + Tagline.Indicating Zero Emission Logo Mark in a movie.

Background color : Midnight BluePantone 298

Background color : Midnight BluePantone 298

For Nissan brand mandatory element rules, follow the latest NISSAN BRAND CREATIVE EXPRESSION.


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4 . 2 . 1 4 . 2 . 1Corporate event


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・Nissan Brand Logo

・Zero Emission Logo Mark

100% electric　

・Message

・Nissan Corporate Logo

■ Follow the guideline below when communicating ‘ the new car ’ at a Nissan Motor Company corporate event.

Follow this guideline when communicating information relevant to ‘ the new car ’.

Elements

Elements

Background color

Guideline White NVW - 01

Follow Corporate Visual Identity System Design Guidelines

Background color GuidelineMidnight Blue Pantone 289 Follow this guideline

※

or


http://rdpplaza.net23.nml.jdc/BIHP/corporate/en/online_guidelines/corporate_vi/index.htm

Indicate Zero Emission Logo Mark

100% electric

Nissan LEAF

※

100% electric

Nissan LEAF

Nissan LEAF

4 . 2 . 2 4 . 2 . 2

・Zero Emission Logo Mark Horizontal Type

Background colorWhite NVW - 01

Background colorMidnight Blue Pantone 289

100% electric　

・Message

・Nissan Brand Logo

Elements

Information of Nissan Brand Information of ‘ the new car ’

Follow this guideline when communicating information relevant to ‘ the new car ’ .


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100% electric

Nissan LEAF

・Follow Nissan Brand Visual Identity System Design Guidelines.

■

Nissan LEAF※

or


Nissan Brand event

GuidelineFollow this guideline

Guideline

http://rdpplaza.net23.nml.jdc/BIHP/vi/en/online_guidelines/global/nissan_brand_vis/index.htm

Elements

※ Indicate Zero Emission Logo mark

Follow the guideline below when communicating ‘ the new car ’ at a Nissan Brand event.

zero emission communication activity ‘ the new car ... · a car that charges while you sleep,...

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