Nissan in North America

Nissan in North America Visual Identity System Design Standards

Section 4.16 Dealer Applications Contents: 4.16

Introduction

4.16.1

Overview -- Core and Sub-core Elements for Dealer Applications

4.16.2

The Nissan Brand Symbol and Wordmark

4.16.3

Incorrect Use of the Brand Symbol

4.16.4

Incorrect Use of the Wordmark

4.16.5

Nissan Branding and Dealer Branding

4.16.6

Nissan Colors and Red Accent Line

4.16.6a

Nissan Colors -- Use and Misuse

4.16.7

Nissan Typography

4.16.8

Modular System

4.16.9

Stationery -- Letterhead

4.16.10

Stationery -- Business Cards

4.16.11

Stationery -- Envelopes

4.16.12

Stationery -- Forms

4.16.13

Nissan Brand with Model Lines -Overview

4.16.13a Nissan Brand with Model Lines -Model Linkage/Approved Lock-ups 4.16.14

Dealer Tagline Usage

4.16.14a Dealer Advertising 4.16.14b Advertising Words and Phrases 4.16.14c Dealer Advertising -- Radio and Broadcast

Nissan in North America

Dealer Applications

4.16.15

Retail Signage and Facilities

4.16.16

Dealer Uniforms

4.16.17

Vehicles

4.16.18 4.16.19

Websites Trademark Policy

Introduction

4.16

The Nissan brand revival is well underway -- b old new products, new retail environment design, compelling advertising combined with an expansion of our manufacturing presence in North America, all illustrate a renewed commitment to our brand image. The importance of Visual Identity to a strong Nissan brand cannot be understated. Nissan’s Visual Identity reflects the company’s values and personality and includes such elements as the new Brand Symbol, Wordmark, typography, as well as the style and tone used to represent the Nissan brand. It also encompasses the policies by which we can use these elements and how to correctly apply them. Dealer compliance with the Nissan Visual Identity standards is a crucial element in defining the Nissan brand and bringing it to life. Remember that all Dealer applications are touchpoints for the Nissan brand, from the business card that is handed out, to advertisements in the local paper. How does this effect Nissan Dealers?

A strong Nissan Brand Identity will help strengthen the brand, establish consistency and will contribute to improved sales and prices customers are willing to pay for Nissan products and services. This will result in greater owner loyalty and increased profitability. Please be sure that you and your management


Introduction

Dealer Applications

4.16

The Nissan brand revival is well underway -- b old new products, new retail environment design, compelling advertising combined with an expansion of our manufacturing presence in North America, all illustrate a renewed commitment to our brand image. The importance of Visual Identity to a strong Nissan brand cannot be understated. Nissan’s Visual Identity reflects the company’s values and personality and includes such elements as the new Brand Symbol, Wordmark, typography, as well as the style and tone used to represent the Nissan brand. It also encompasses the policies by which we can use these elements and how to correctly apply them. Dealer compliance with the Nissan Visual Identity standards is a crucial element in defining the Nissan brand and bringing it to life. Remember that all Dealer applications are touchpoints for the Nissan brand, from the business card that is handed out, to advertisements in the local paper. How does this effect Nissan Dealers?

A strong Nissan Brand Identity will help strengthen the brand, establish consistency and will contribute to improved sales and prices customers are willing to pay for Nissan products and services. This will result in greater owner loyalty and increased profitability. Please be sure that you and your management team take the time to become familiar with this information. These Standards will be your guide to effectively managing Nissan’s VI throughout your dealership operations (i.e. advertising, stationery, forms, etc.) As a simple overview, Dealer materials should: – Reflect the synergistic level of required “co-branding” between the Dealer brand and the Nissan brand – Use the same general principles principles and basics of Brand Symbol and Wordmark usage, color and typography – Establish flexibility by allowing for individual Dealer “brand" equity while leveraging the strength and consistency of the Nissan Brand and Visual Identities

The Nissan Brand Pyramid

Personality

“Bold and Thoughtful”

How Does This Apply to Advertising? Values

Rewards

Functions

The "Bold and Thoughtful" personality of the Nissan brand should be reflected in every Nissan dealer ad. Every Nissan ad can be "tested" against this image through some basic questions like these:

Sets own standards Maximizes life

Imaginatively designed with me in mind Evokes a passionate total car experience

Fusion of superior technology and design for human benefit Superior agility and responsiveness

Visual Identity Applications 2-D

3-D

Experiences

Tonality

Company Stationery Advertising Brochures POS Internet Corporate Affairs Direct Marketing Training Materials General Corporate Literature Internal Communications

Products Retail Merchandise Dealer Merchandise Workshop Consumables Workwear Business Wear Parts Vans & Trucks Dealer Facilities & Signage Corporate Facilities

Auto Shows Vehicle Launches Conferences Local Events Rewards & Recognition Incentive Trips Dealer Training Events Sponsorships

Customer Contact Strategy Internal Communications Intranet (Internal) Extranet (Dealer) Central Service Functions (Switchboard) Internal Marketing

– "Does the ad reflect a bold and thoughtful thoughtful car brand?" – "Do the images of the Nissan products products - and of the dealership - included in an ad appear bold and thoughtful, or merely 'common'?" – "Does the ad reflect a brand that is differentiated from the competition,or does it look like every other ad in the paper?" – "Do the elements in the aad d contribute to a consumer perception that Nissan is bold and thoughtful in the way it treats potential buyers?" These kinds of simple "tests" can be an effective tool for making Nissan dealer advertising more effective. Nissan’s Visual Identity is reflected in almost every medium, from advertising to stationery to retail facilities. For this reason, it is critical we work together to create consistency in the way Nissan’s VI is applied across all of these different areas. A collective effort to consistently reflect the Nissan brand in all that we do is integral to our goal of building a powerful Nissan brand. IMPORTANT NOTE: Nissan Visual Identity Standards play a key role in making Nissan and Nissan dealer advertising and marketing more consistent and powerful. Compliance with the applicable Nissan Visual Identity Standards is a core requirement for the Nissan Dealer Advertising Reimbursement Program (NDARP). For NDARP rules, requirements, and assistance please contact them at 1-888-267-6066 or [email protected].


Overview -- Core and Sub-core Elements for Dealer Applications

Dealer Applications

Core Elements for Dealer Applications

Nissan Brand Symbol

Nissan Colors Primary

In order to help Nissan dealers leverage the growing strength of the Nissan Brand, there are “core” and “sub-core” elements of the Nissan Visual Identity System that should be used across as many applications as possible. These are:

Wordmark (also known as Alternative Wordmark)

Core Elements for Dealer Applications – Nissan Brand Symbol -- the the most important of the core elements, representing representing the product emblem, which is the “face” of the Nissan brand – Wordmark -- the alternative alternative to the Nissan Brand Symbol (when strategic, production, or space issues dictate) – Nissan Brand Colors -- consist consist of Nissan Red and a secondary color palette (see section 2.4 for color usage and details)

Secondary

Sub-core Elements Supplementing Supplementing the core elements are the following: – Nissan Typography -- featuring the Nissan AG family of typefaces, customized specifically specifically for Nissan use – Modular Grid System -- a flexible flexible grid system that provides guidance for the size and placement of all visual elements in a layout – Official Nissan Photography -- an expansive library of color and black and white photography of the Nissan model line is available on www.nissanartwork.com www.nissanartwork.com

Sub-core Elements

Brand Typography

4.16.1

Modular Grid System

Official Photography

abcdefghijklmno ABCDEFGHIJKLM 1234567890 !?&,.

abcdefghijklmnopqrst ABCDEFGHIJKLMNOP 1234567890 !?&,. abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXY 1234567890 !?&,.



Dealer Applications

The Nissan Brand Symbol

Acceptable Background Colors for the Nissan Brand Symbol

White

X

Black

PMS Silver 8420

X X

Minimum Clear Space (Staging Area)

The Nissan Brand Symbol The Nissan Brand Symbol is the most important of the core elements. It is the “face” of the Nissan brand, and plays a central role in all applications of the Visual Identity System. Always Use the Registration Mark (®) The registration mark (®) must accompany the Nissan Brand Symbol at all times when being used in North America.

X

X

4.16.2

PMS Cool Grey 4

PMS Cool Grey 8

PMS Cool Grey 11

Background Colors - Brand Symbol The Brand Symbol should appear on colors from the Nissan color palette. When using the Brand Symbol on a photographic image, ensure it is placed on a solid colored area with sufficient contrast. Minimum Size - Brand Symbol The Nissan Brand Symbol should never be reproduced at sizes smaller than 9/16" (14mm) wide.

9/16" (14mm)

Minimum Size

Minimum Clear Space (Brand Symbol and Wordmark) Both the Nissan Brand Symbol and the Nissan Wordmark are most effective when



Dealer Applications

The Nissan Brand Symbol

Acceptable Background Colors for the Nissan Brand Symbol

White

X

Black

PMS Silver 8420

X X

PMS Cool Grey 4


The Nissan Brand Symbol The Nissan Brand Symbol is the most important of the core elements. It is the “face” of the Nissan brand, and plays a central role in all applications of the Visual Identity System. Always Use the Registration Mark (®) The registration mark (®) must accompany the Nissan Brand Symbol at all times when being used in North America.

X

X

4.16.2

PMS Cool Grey 8

PMS Cool Grey 11

Background Colors - Brand Symbol The Brand Symbol should appear on colors from the Nissan color palette. When using the Brand Symbol on a photographic image, ensure it is placed on a solid colored area with sufficient contrast. Minimum Size - Brand Symbol The Nissan Brand Symbol should never be reproduced at sizes smaller than 9/16" (14mm) wide.

9/16" (14mm)

Minimum Clear Space (Brand Symbol and Wordmark) Both the Nissan Brand Symbol and the Nissan Wordmark are most effective when surrounded by as much open space as possible. A minimum area of unobstructed clear space equal to the height of the letter “N” must surround the Brand Symbol and Wordmark in all applications.

Minimum Size

The Nissan Wordmark

X

The Nissan Wordmark (also known as Alternative Wordmark) The Wordmark should be used as an alternative to the Nissan Brand Symbol if strategic, production, or space issues dictate. – Wordmark in Nissan Red on a white background is preferred

X= the height of the “N” in “NISSAN”

X X

5/8" (16mm)

X


Minimum Size

Acceptable Color Combinations for the Nissan Wordmark and the B ackground it Appears On Wordmark Color

Background Color

White

PMS Cool Grey 4

PMS Cool Grey 8

PMS Black Cool Grey 11

Nissan Red PMS 200

Background Colors - Wordmark The Wordmark should appear on a background color from the Nissan color palette, using the matrix illustrated on the left as a guide. Only apparel and merchandise applications may use non-Nissan colors for backgrounds.

Always use authorized electronic artwork, available from Nissanartwork.com.

Black White PMS Cool Grey 4 PMS Cool Grey 8 PMS Cool Grey 11 PMS Silver 8420

Please note: Preferred color for the Wordmark is Nissan Red on a white background.

PMS Silver 8420

Minimum Size - Wordmark The Wordmark should never be reproduced at sizes smaller than 5/8'' (16mm) wide.

Acceptable: The Wordmark may be reversed out of a Nissan Red background only if strategic objectives would be served.


Dealer Applications

Incorrect Use of the Brand Symbol

INCORRECT EXAMPLES:

These examples illustrate incorrect use of the Nissan Brand Symbol.

ANYTOWN

Always use authorized electronic artwork, available on nissanartwork.com. nissanartwork.com.

NISSAN

DO NOT add the Dealer name to the Brand Symbol.

DO NOT enlarge the word NISSAN.

DO NOT alter or re-set the NISSAN lettering.

DO NOT omit the registration mark (®).

DO NOT rotate the Brand Symbol.

DO NOT distort the Brand Symbol in any way.

DO NOT create an outline version of the Brand Symbol.

DO NOT apply special effects to the Brand Symbol.

DO NOT alter the color of the Brand Symbol.

DO NOT alter the color of the NISSAN letters.

DO NOT place the Brand Symbol within a holding shape.

DO NOT place the Brand Symbol within a holding shape.

M

E

A

N

DO NOT crop or cut off any part of the Brand Symbol.

DO NOT create a repeat (wallpaper) pattern using the Brand Symbol.

DO NOT fill in the Brand Symbol with a color other than the background.

S U R

N

A

M

E

DO NOT use the Brand Symbol to create other logos Do not alter the Brand Symbol in any way. Do not alter the Brand Symbol in any way. Do not alter the Brand Symbol in any way. Do not alter the Brand Symbol in any way. Do not alter the Brand Symbol in

DO NOT place the Brand Symbol on a Red background.

DO NOT place the Brand Symbol over places where the background color changes.

DO NOT place the Brand Symbol on a visually distracting background.

DO NOT place the Brand Symbol over text or patterns.

DO NOT combine the Brand Symbol with the Wordmark.

DO NOT combine the Brand Symbol and the Corporate Wordmark.

DO NOT combine the Brand Symbol and the Japanese Wordmark.

DO NOT combine the Brand Symbol with a vehicle logo (see exceptions for Xterra and Z only on page 4.16.14a).

DO NOT create a watermark version of the Brand Symbol.

4.16.3

Please note that the principles stated here also apply to the 2-D Brand Symbol (see page 4.16.3).


Dealer Applications

Incorrect Use of the Wordmark

INCORRECT EXAMPLES:

4.16.4

These examples illustrate incorrect use of the Nissan Wordmark. Anytown

DO NOT create other words using the Wordmark

DO NOT create logos using the Wordmark, unless following lockup standards.

DO NOT add elements to the Wordmark

DO NOT display the Wordmark in an unauthorized color.

DO NOT add a drop shadow to the Wordmark.

DO NOT alter or re-set the NISSAN lettering.

DO NOT distort the Wordmark in any way.

DO NOT rotate the Wordmark.

DO NOT create a watermark version of the Wordmark.

DO NOT create an outline version of the Wordmark.

DO NOT create a vertical (stacked) version of the Wordmark. Do not alter the Alternative Wordmark in any way. Do not alter the Alternative Wordmark in any way. Do not alter the Alternative Wordmark in any way. Do not alter the Alternative Wordmark in any way. Do

DO NOT create a repeat (wallpaper) pattern using the Wordmark.

DO NOT place the Wordmark within a holding shape that may be interpreted as part of the logo.

DO NOT place the Wordmark on a visually distracting background.

DO NOT place the Wordmark over text or patterns.

Anytown

DO NOT use background colors that are not in the approved Nissan Color Palette. Only apparel and merchandise applications may use non-Nissan colors for backgrounds.

DO NOT combine the Brand Symbol with the Wordmark.

DO NOT combine the Wordmark with a vehicle logo (see exceptions for Xterra and Z only on page 4.16.14a) .

DO NOT create lock-ups other than that specified in the Standards.

Always use authorized electronic artwork, available on nissanartwork.com.


Nissan Branding and Dealer Branding 4.16.5

Dealer Applications

The diagram to the left illustrates, within the Nissan Brand Architecture, the relationship between Dealers and the Nissan brand. The Dealer’s name is linked to the Nissan brand as shown in the illustration to the left. It is crucial that the linkage between the Nissan brand and the Dealer name be applied in a consistent way.

Nissan in North America Brand Architecture

Dealerships

Dealerships

Models: Maxima, Xterra, Z

Models: G35, I35, Q45

Using the Nissan Brand Symbol or Wordmark with Dealer’s name or logotype It is acceptable to use either the Nissan Brand Symbol or Wordmark when applying the Nissan Visual Identity to Dealer applications.

Nissan and Dealer Branding - ACCEPTABLE USES Use Nissan AG Bold in any of the approved colors except blue. Verdana or similar font (e.g. Arial) is also acceptable.

center

ANYTOWN

2X

2X

Dealer Dealer name name usin using g Niss Nissan an AG with with Bran Brand d Symbol Symbol.

X

ANYTOWN X

Dealer Logo Type Uses

center

2X

Dealer Dealer name name usin using g Deal Dealer e r Logo Logo Type Type with with Bran Brand d Symbo Symbol.l.

X

Deal Dealer er name name usin using g Nis Nissa sann AG AG wit withh Wor Wordma dmark rk..

Deal Dealer er name name usin using g Dea Deale lerr Log Logo o Typ Typee wit withh Wor Wordma dmark rk.. center

2X

2X

1.5X

1.5X

2X

2X

ANYTOWN

Brand Brand Symbol Symbol with with Dea Dealer ler name name usin using g Nissan s san AG. AG.

Brand Brand Symbol Symbol with with Deal Dealer e r name name usin using g Deal Dealer e r Logo Logo Type Type.. center

center

ANYTOWN

X

X

X

X

X

X

Dealer name using Nissan AG with Wordmark.

ANYTOWN

2X

2X 1.5X

2X

2X

of ANYTOWN

Brand Brand Symbol Symbol with with Dea Dealer ler name name usin using g Nissan s san AG. AG.

X

Dealer name using Dealer Logo Type with Wordmark.

1.5X

Dealer Dealer name name usin using g Niss Nissan an AG with with Bran Brand d Symbol Symbol.

2X

Use the Nissan Brand Symbol or Wordmark, with the Dealer’s own logotype and/or color. – Dealers can retain some individuality – Simple and easy to manage – Inherent flexibility in the system

X

center

2X

2X

of ANYTOWN X

Word Wordma mark rk with with Deal Dealer er name name usin using g Nis Nissa sann AG. AG.

X = the height of the “N” in “NISSAN”

Dealer Dealer name name usin using g Deal Dealer e r Logo Logo Type Type with with Bran Brand d Symb Symbol. ol.

2X

2X

Brand Brand Symbol Symbol with with Deal Dealer e r name name usin using g Deal Dealer e r Logo Logo Type Type..

X

Acceptable Uses Use Nissan Brand Symbol or Wordmark, with the Dealer’s name set in Nissan AG, Verdana or similar font (e.g. Arial). – Creates synergy across all Nissan and Dealer identity applications – Simple and easy to manage – Inherent flexibility in the system

X

Word Wordma mark rk with with Deal Dealer er name name usin using g Dea Deale lerr Logo Logo Type. ype.


Nissan Branding and Dealer Branding 4.16.5a

Dealer Applications

Nissan and Dealer Branding - ACCEPTABLE USES CONTINUED center

center

of ANYTOWN

2X

2X

1.5X

1.5X

2X

2X

Brand Brand Symb Symbol ol with with Deale Dealerr name name using n g Niss Nissan an AG.

Brand Brand Symbol Symbol with with Dea Dealer ler name name usin using g Deale Dealerr Logo Logo Type Type center

center

of ANYTOWN

X

X

X

X

X

X

Word Wordma mark rk with with Deal Dealer er name name usin using g Nis Nissa sann AG. AG.

X

ANYTOWN X NISSAN

X

Dealer name and “NISSAN” using Nissan AG in gray.

X

Word Wordma mark rk with with Deal Dealer er name name usin using g Dea Deale lerr Log Logo o Typ Type. e.

X

Dealer name using Dealer Logo Type and “NISSAN” using Nissan AG in black.

ANYTOWN X NISSAN

Dealer name and “NISSAN” using Verdana.

X

ANYTOWN

NISSAN

X

X

NISSAN

Dealer name using Dealer Logo Type and “NISSAN” using Verdana.

X

Acceptable Colors Use Nissan AG, Verdana or similar font (e.g. Arial) in any of the approved colors except blue. The approved colors are: - PMS 200 Red - White - PMS Cool Grey 4 - PMS Cool Grey 8 - PMS Cool Grey 11 - Black - PMS Silver Silver 8420 For additional infomation, see 4.16.2.

Acceptable Spacing If both the Wordmark and Brand Symbol are used, there must be sufficient space between the Wordmark and Brand Symbol.

Length of “NISSAN”

Dealer name using Nissan AG with Wordmark and Brand Symbol. Uses sufficient space between Wordmark and

Unacceptable Uses Do not use insufficient space between Wordmark and Brand Symbol. Do not use Dealer Logo Type or any unacceptable font or color for “NISSAN”.

Nissan and Dealer Branding - UNACCEPTABLE USES

X

ANYTOWN

X

2X

Not sufficient space between Wordmark and Brand Symbol.

X

ANYTOWN ANYTOW N X NISSAN

Cannot use unacceptable color.

X

Cannot use Dealer Logo Type for “NISSAN”.




X

X

NISSAN

Cannot use unacceptable font for “NISSAN”.

X




Dealer Applications

Nissan Colors and Red Accent Line

Nissan Color Palette for off-line (Print) applications

The Nissan Color Palette consists of a primary color (Nissan Red) and a secondary color palette.

Primary Color Nissan Red

PANTONE ®: 200 CMYK Coated: C5 M100 Y80 K15 CMYK Uncoated: C0 M100 Y80 K15

NVR-01

Nissan Red The primary color is Nissan Red, a color symbolic of Nissan’s brand power. Red is used as the preferred display color for the Wordmark and as an accent color.

Secondary Color Palette White

Black

PANTONE ®*: (not applicable) CMYK Coated: C0 M0 Y0 K0 NVW-01 CMYK Uncoated: C0 M0 Y0 K0

PANTONE ®*: Black CMYK Coated: C0 M0 Y0 K100 NVB-01 CMYK Uncoated: C0 M0 Y0 K100

Light Gray

Medium Gray

PANTONE ®*: Cool Gray 4 CMYK Coated: C0 M0 Y0 K25 NVG-01 CMYK Uncoated: C0 M0 Y0 K25

PANTONE ®*: Cool Gray 8 CMYK Coated: C0 M0 Y0 K50 NVG-02 CMYK Uncoated: C0 M0 Y0 K50

Dark Gray

Silver

PANTONE ®*: Cool Gray 11 CMYK Coated: C0 M0 Y0 K75 NVG-03 CMYK Uncoated: C0 M0 Y0 K65 Blue

PANTONE ®*: 2747 CMYK Coated: C100 M85 Y0 K5 NVL-01 CMYK Uncoated: C100 M80 Y0 K10

PANTONE ®*: 8420 CMYK Coated: (not applicable) NVS-01 CMYK Uncoated: (not applicable) The colors shown on this page are not intended to match PANTONE® PANTONE® color standards. * Pantone, Inc.’s check-standard trademark for color reproduction materials. Please note: PANTONE ® colors have been selected as the closest CMYK equivalent breakdowns.

Primary Color Nissan Red RGB: R199 G20 B68 HEX # C71444

Secondary Color Palette White

RGB: R255 G255 B255 HEX # FFFFFF

Gray 1 RGB: R235 G235 B235 HEX # EBEBEB

Gray 2 RGB: R208 G208 B208 HEX # D0D0D0

Gray 3 RGB: R189 G189 B189 HEX # BDBDBD

Gray 4 RGB: R153 G153 B153 HEX # 999999

Gray 5 RGB: R102 G102 B102 HEX # 666666

Black

Blue

RGB: R0 G0 B0 HEX # 000000

RGB: R19 G0 B106 HEX # 13006A

Red Accent Line System

I = the thickness of the “I” in “NISSAN”

I = the thickness of the “I” in “NISSAN”

1.5 “I”

1 “I” .5 “I” .25 “I”

Use of Nissan Red should be limited to achieve maximum effectiveness. effectiveness. Secondary Color Palette The secondary colors shown here play an important role in the Nissan Visual Identity System, as background colors, as display colors for the Wordmark (except Blue), and across all application items. Consistent use of these colors will help in building a distinctive Nissan Brand Identity. Red Accent Line System The Red Accent Line System provides an effective means to apply Nissan Red as a visual accent on Nissan applications. The R ed accent line may be used to highlight important information, key sales messages, or branded areas.

Whenever practical, base the thickness of the accent line on the thickness of the “I” (in the “NISSAN” lettering) within the Brand Symbol or Wordmark. Use the preferred thicknesses shown to the left and avoid using thicknesses that exceed 1.5 “I.”

Nissan Color Palette for on-line (Digital) applications

Preferred Thicknesses:

4.16.6

Please note: Red accent lines used within a comprehensive set of materials (i.e. stationery) should maintain a consistent thickness throughout the set.

Position the Red accent lines with relation to the module grid lines, keeping in mind the following: – Red accent lines should be situated to highlight an important element within the layout – Align the Red accent lines with other graphic elements (i.e., branding, typography, image, etc.) for a visually integrated layout Red accent lines should always appear in Nissan Red, and never in any other color.


Nissan Colors -Use and Misuse

Dealer Applications

Using the Nissan Color Palette Incorporate the Nissan Colors into Dealer communications materials whenever possible, keeping in mind the following: – Nissan Red should be be used as a display color for the Wordmark, and to highlight important information, key sales messages, or branding areas – Less is more! You will achieve greater impact by using the Nissan Red sparingly – The Nissan Grays, Nissan Silver, black, black, and white should be used across all applications as display colors for the Wordmark, within duotones, and for typography, backgrounds, and graphic devices – Nissan Blue, a heritage heritage color, should be used only when functional considerations require a color for clarity, definition, or indexing (i.e., charts or diagrams)

Applying the Nissan Color Palette

“Quotes and accolades go here”.

HEADLINE WOULD GO HERE

AnytownNissan

4.16.6a

AnytownNissan

Anytown Nissan

Joe Sample

General Manager

12345 Main Street, Anytown, USA 90000 Phone: 000.000.0000 Fax: 000.000.0000 namesurnamenissan-usa.com

Color Misuses -- Advertising and Collateral



0.0%

FINANCING

0.0% DOWN Anytown

Anytown

Anytown

These first two ads use too much Red, creating a visually cluttered and confusing ad. The third demonstrates the misuse of Nissan Blue -- use only when a color is necessary for clarity when creating charts, diagrams, and the like.

12345 Main Street Anytown, USA 90000 Phone: 000.000.0000

Anytown YEAR END CLEARANCE

Joe Sample

S a al l e es E s v ve n e nt t

0.0% FINANCING

General Manager


These examples show again how Nissan Red is misused as the main color rather than as an accent. The yellow star burst is not recommended.

Please note: Exhibits above are schematic

and intended for illustrative purposes only.


Nissan Typography

Dealer Applications

Primary Typeface Typeface -- Nissan AG

Light Extended

Light

Light Condensed

abcdefghijklmn ABCDEFGHIJKLM 1234567890 !?&,.

abcdefghijklmnopqrs ABCDEFHIJKLMNOPQ 1234567890 !?&,.

abcdefghijklmnopqrstuvwxyz ABCDEFHIJKLMNOPQRSTUVWXYZ 1234567890 !?&,.

Extended


Regular

abcdefghijklmnopqrst ABCDEFGHIJKLMNOP 1234567890 1234567890 !?&,.

Condensed

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXY 1234567890 !?&,.

Medium Extended

Medium


abcdefghijklmnopqrst ABCDEFGHIJKLMNOP 1234567890 !?&,.

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !?&,.

Bold Extended

Bold

Bold Condensed

Medium Condensed

abcdefghijklmn abcdefghijklmnopqrs abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLM ABCDEFGHIJKLMNOP ABCDEFGHIJKLMNOPQRSTUV 1234567890 !?& 1234567890 !?&,. 1234567890 !?&,. Light Extended Italic

abcdefghijklmn ABCDEFGHIJKLM 1234567890 !?&,. Extended Italic

abcdefghijklmn ABCDEFGHIJKLM 1234567890 !?&,. Medium Extended Italic

Light Italic

Light Condensed Italic

abcdefghijklmnopqrst abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQ ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !?&,. 1234567890 !?&,. Italic

Condensed Italic

abcdefghijklmnopq abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOP ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !?&,. 1234567890 !?&,. Medium Italic

Medium Condensed Italic

abcdefghijklm abcdefghijklmnopqrstuvwxyz abcdefghijklmnop ABCDEFGHIJKLM ABCDEFGHIJKLMNOP ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !?&,. 1234567890 !?&,. 1234567890 !?&,. Bold Extended Italic

Bold Italic

Bold Condensed Italic

abcdefghijklmnopq abcdefghijklm abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLM ABCDEFGHIJKLMNOP ABCDEFGHIJKLMNOPQRSTUV 1234567890 !?& 1234567890 !?&,. 1234567890 !?&,. Super

abcdefghijklmnop ABCDEFGHIJKLMNO 1234567890 !?&,. Super Italic

Extra Bold Condensed

abcdefghijklmnopqrst ABCDEFGHIJKLMNOPQRST 1234567890 !?&,. Extra Bold Condensed Italic

abcdefghijklmnop abcdefghijklmnopqrst ABCDEFGHIJKLMNO ABCDEFGHIJKLMNOPQRST 1234567890 !?&,. 1234567890 !?&,. Secondary Typeface -- Sabon

Roman

Bold

abcdefghijklmnopqrst abcdefghijklmnopqrst ABCDEFGHIJKLMNOP ABCDEFGHIJKLMNOP 1234567890 !?&,. 1234567890 !?&,. Italic

Bold Italic

abcdefghijklmnopqrst abcdefghijklmnopqrst ABCDEFGHIJKLMNO ABCDEFGHIJKLMNOP 1234567890 !?&,. 1234567890 !?&,.

4.16.7

Primary Typeface Typeface -- Nissan AG The Nissan Visual Identity System features the Nissan AG type family, a distinctive and classic font which is available in a variety of weights and styles. It was selected because of its legibility, versatility, versatility, and compatibility with the Nissan Brand Symbol and Wordmark, and has been customized specifically for Nissan use. Use only the approved, Nissan-licensed Nissan-licensed Nissan AG font. To order a CD of the font, contact: DDS Distribution Services 562-698-2688 phone 562-698-2788 fax It is strongly recommended that Nissan Dealers use the Nissan AG fonts wherever possible. Consistent use of Nissan AG will create a powerful, unified feel throughout all Nissan communications materials.

Examples throughout these guidelines illustrate how well the Nissan AG fonts work together. Secondary Typeface -- Sabon The Sabon type family has been selected to complement Nissan AG. Sabon is available for special and promotional use when the more formal look of a serif font is most appropriate (i.e., event invitations, internal gatherings and quotations for press). Online Typography -- Verdana Because Nissan AG is not installed on most computers, the Verdana type family is recommended for use online. Whenever possible, use it in combination with Nissan AG graphic files for headlines and display type.


Dealer Applications

Modular Systems

Module System This flexible grid system provides guidance for the size and placement of all visual elements in a given layout, including Nissan branding, headlines, text, and images. Each grid, composed of modules in a five by seven configuration, can be customized to accommodate a wide variety of formats and applications.

5 by 7 Module Structure: 5

7

5 7 1

1.5

2

1

Vertical Format (5 modules wide by 7 modules tall)

1.5

Horizontal Format (7 modules wide by 5 modules tall)

The Module System features a readily customizable grid configuration of 5 by 7 module units. Vertical, horizontal, and square layouts are structured as shown to the left. Margins and text gutters are flexible to suit the nature and size of any application.

2

7

1

1. 5

Creating a grid entails the following steps: – Establish the size of of your layout (for example, 8.5" by 11") – Determine the margin width that that will be required (a suitable margin for 8.5" by 11" is .5") – If gutters are necessary for columns columns of text or images, determine an appropriate width (.17" is standard for many applications) – Use this information in conjunction with the 5 by 7 module structure shown at the top of this page to set up your final grid configuration

2

5

Square Format (7 modules wide by 5 modules tall)

3

Position of the Nissan Brand Symbol and Wordmark 1

2

3

4

5

6

7

ANYTOWN

8

1

2

3

4

5

6

7

8

9

9

ANYTOWN





ANYTOWN SHIFT _

Do not use more than three Brand Symbols.

SHIFT _

Do not place the Brand Symbol in other than the approved positions.

4.16.8

Position of the Nissan Brand Symbol and Wordmark The Nissan Brand Symbol may sit in one of nine approved positions. – Top of the page page -- aligned to the right center or left (position 1, 2 or 3) – Middle of the page -- aligned aligned to the right center or left (position 4, 5 or 6) – Bottom of the page -- aligned aligned to the right center or left (position 7, 8 or 9)

All ads must include at least one and no more than three Nissan Brand Symbols and/or Wordmarks. It is preferred that only one Nissan Brand Symbol is prominently placed and sized to convey the Nissan Nissan Brand.


Dealer Applications

Stationery -- Letterhead

Preferred Letterhead

Shown here are samples of preferred and acceptable letterheads using the Nissan Brand Symbol and the Nissan Wordmark. There are many variables across Nissan Dealers, such as Dealer type styles and logos as well as the length of the Dealer’s name. These examples are meant to illustrate possible solutions using the Nissan Visual Identity System.

75 15

Measurements shown here are in millimeters.

8

NAME SURNAME Name Surname Nissan 12345 Main Street, Anytown,USA90000 Phone: 000.000.0000 Fax: 000.000.0000 namesurnamenissan-usa.com

Exhibits above shown 50% actual size

75

13

15 5 NAME SURNAME

12345 Main Street, Anytown,USA90000 Phone: 000.000.0000 Fax: 000.000.0000 namesurnamenissan-usa.com

75 15 ANYTOWN

5

Anytown Nissan 12345 Main Street, Anytown,USA90000 Phone: 000.000.0000 Fax: 000.000.0000 anytownnissan-usa.com

Joe Sample

GeneralManager

Acceptable Letterhead

60

13

15 20

Joe Sample

GeneralManager

Anytown Nissan 12345 Main Street, Anytown,USA 90000 Phone:000.000.0000 Fax:000.000.0000 namesurnamenissan-usa.com

75

13

20 Anytown Nissan 12345 Main Street, Anytown,USA 90000 Phone:000.000.0000 Fax:000.000.0000 namesurnamenissan-usa.com

Preferred Letterhead specifications Dimensions: 8.5" wide x 11" tall (215.9mm x 279.4mm)

Wordmark: No longer than 43mm wide

Color: Black and PANTONE® 200

Red Accent Line: PANTONE® 200, 1pt thickness

Typography: Employee Name: 9pt Nissan AG Medium

Employee Title: 8pt Nissan AG Light Dealer Name: 9pt Nissan AG Bold Address Text: 8pt Nissan AG Light, 10pt leading, 3pt linespace between addresses and telephone Persons name and title: 8pt Nissan AG Light, 10pt leading,



The Nissan Red accent line is only one of the core brand elements, and therefore should not be used as the only link to the Nissan Visual Identity System. The preferred letterhead examples should be followed whenever possible.

Name Surname Nissan

13

4.16.9

Paper Stock: Strathmore Recycled 25% Cotton White, 24 lb.


Dealer Applications

Stationery -- Business Cards

centerline

Shown here are samples of preferred and acceptable business cards using the Nissan Brand Symbol and the Nissan Wordmark. There are many variables across Nissan dealers, such as dealer type styles and logos as well as the length of the dealer's name. These examples are meant to illustrate possible solutions using the Nissan Visual Identity System.

centerline 2X

NAME SURNAME2X

2X

Joe Sample

Joe Sample

General Manager

General Manager



2X

Acceptable

Preferred

centerline

centerline

2X X

ANYTOWN

2X

Joe Sample

Joe Sample General Manager

General Manager

12345 Main Street, Anytown, USA90000 Phone: 000.000.0000 Fax: 000.000.0000 namesurnamenissan-usa.com


2X

Acceptable

Preferred

centerline

centerline X

ANYTOWN X X

Joe Sample


General Manager


12345 Main Street, Anytown, USA 90000 Phone: 000.000.0000 Fax: 000.000.0000 namesurnamenissan-usa.com 0.5 X

Acceptable

Preferred

X

X

X X X

X

ANYTOWN Joe Sample


General Manager



X

Acceptable

Anytown Nissan

Joe Sample

Preferred

2X

ANYTOWN NISSAN

Joe Sample

General Manager

General Manager



Acceptable

Preferred X = the height of the “N” in “NISSAN”

Exhibits above shown at 85% actual size. Preferred Business Card Specifications Dimensions: Standard US Business Card: 3.5" wide x 2" tall (89mm x 51mm)

Preferred Colors: Nissan Brand Symbol: Black Nissan Wordmark PANTONE® 200

Typography: Black and PANTONE® 200,



The Nissan Red accent line is only one of the core brand elements, and therefore should not be used as the only link to the Nissan Visual Identity System. The preferred business card examples should be followed whenever possible.

2X

X

4.16.10

Preferred Typography: Employee Name: 12pt Nissan AG Regular

Employee Title: 7pt Nissan AG Light, 10pt leading Address Text: 7pt Nissan AG Light, 8.5pt leading, half linespace following e-mail address

Paper Stock: 120lb Lustrol Dull Cover


Dealer Applications

Stationery -- Envelopes

Shown here are recommended #10 envelopes using the Nissan Brand Symbol and the Nissan Wordmark.

Preferred #10 Envelope

11

Measurements shown here are in millimeters.

89

11

5 Maximum length

ANYTOWN

20

Anytown Nissan 12345 Main Street, Anytown, USA 90000

1111 18

34.589

5

11

Maximum length

NAME SURNAME

20

Anytown Nissan 12345 Main Street, Anytown, USA 90000

Acceptable #10 Envelope

1 1 11

34.589

11

Maximum length

20 Anytown Nissan 12345 Main Street, Anytown, USA 90000

1 1 18 11

34.589

11

Maximum length

20 Anytown Nissan 12345 Main Street, Anytown, USA90000

Exhibit above shown 50% actual size.

Dimensions: 9.5" wide x 4.125" tall (241.3mm x 104.8mm)

Color: Wordmark: PANTONE® 200

Wordmark: 36mm wide

Typography: Black



4.16.11

Typography: Dealer Name: 9pt Nissan AG Medium, all caps

Address Text: 8pt Nissan AG Light, 10pt leading

Paper Stock: Strathmore Recycled 25% Cotton White, 24 lb.


Dealer Application

Stationery -- Forms

Preferred Nissan Forms (not actual size) Form title would go in this space On two lines if needed

MODEL

MODEL YE AR

Name Surname Nissan

Nissan Dealers will use a variety of diverse forms. The schematic illustrations to the left provide guidance for creating new forms and retrofitting existing forms with a consistent masthead and overall appearance. This new standardized look for Nissan forms is intended to achieve the following: – Consistency of branding branding – Clarity of information – Ease of use (always (always design with the end-user in mind)

12345 Main Street, Anytown, USA 90000 Phone: 000.000.0000 Fax: 000.000.0000

Use Nissan AG wherever possible.

Name Surname Nissan 12345 Main Street, Anytown, USA 90000 Phone: 000.000.0000 Fax: 000.000.0000

R.O. NUMBER

VEHICLE IDENTIFICATION NUMBER

R.O. DATE

INSTRUCTIONS: IF ITEM IS NORMAL. CHECK

IF ITEM NEEDS ATTENTION. UPON COMPLETION OF SERVICE REQUIRED, PLACE AND X IN

Blue lines indicate module system grid lines (see page 4.16.9)

AND INITIAL. T IAL.

NAME SURNAME Form title would go in this space MODEL

MODEL YE AR

R.O. NUMBER

VEHICLE IDENTIFICATION NUMBER

R.O. DATE

INSTRUCTIONS: IF ITEM IS NORMAL. CHECK

IF ITEM NEEDS ATTENTION. UPON COMPLETION OF SERVICE REQUIRED, PLACE AND X IN

AND INITIAL. T IAL.

Acceptable Nissan Forms (not actual size) Name Surname Nissan 12345 Main Street, Anytown, USA 90000 Phone: 000.000.0000 Fax: 000.000.0000

Form title would go in this space MODEL

MODEL YEAR

R.O. NUMBER

R.O. DATE VEHICLE IDENTIFICATION NUMBER

INSTRUCTIONS:

Name Surname Nissan 12345 Main Street, Anytown, USA 90000 Phone: 000.000.0000 Fax: 000.000.0000

Form title would go in this space MODEL

MODEL YEAR

R.O. NUMBER

R.O. DATE VEHICLE IDENTIFICATION NUMBER

INSTRUCTIONS:

Please note: Exhibits above are schematic and intended for illustrative purposes only.


Dealer Applications

Approved Brand/Model Lock-up (may use Nissan Brand Symbol or Wordmark)

Typographic Linkage (Nissan AG)

Maintaining Identities Through Appropriate Spacing

4.16.12


4.16.13

Historically, the model brands have taken priority over the Nissan brand. Marketing materials reflected this priority with model logos and/or model names that were visually dominant relative to the Nissan brand (either Brand Symbol or Wordmark). The primary objectives of the Brand and Visual Identity initiatives have always been to build the Nissan brand, ideally through featuring the Brand Symbol. As a result, the brand/model standards outlined in this section have been established to: – Clearly show the Nissan brand as first priority with model brand as second priority – Allow relevant flexibility while maintaining a consistent hierarchy – Create and maintain relevant, appropriate Nissan brand and model logo relationships and linkage within multiple applications

In order to maintain the Nissan brand’s communication priority, the Nissan Brand Symbol or Wordmark and the model brands must be presented so that they work together strategically and visually. The following approved options for visual representation of the Nissan brand with model lines are illustrated to the left: – Approved brand/model lock-up – Typographic linkage using Nissan AG – Maintaining Nissan and model line identities through appropriate spacing



Dealer Applications

Approved Brand/Model Lock-up (may use Nissan Brand Symbol or Wordmark)

4.16.13

Historically, the model brands have taken priority over the Nissan brand. Marketing materials reflected this priority with model logos and/or model names that were visually dominant relative to the Nissan brand (either Brand Symbol or Wordmark). The primary objectives of the Brand and Visual Identity initiatives have always been to build the Nissan brand, ideally through featuring the Brand Symbol. As a result, the brand/model standards outlined in this section have been established to: – Clearly show the Nissan brand as first priority with model brand as second priority – Allow relevant flexibility while maintaining a consistent hierarchy – Create and maintain relevant, appropriate Nissan brand and model logo relationships and linkage within multiple applications

Typographic Linkage (Nissan AG)

In order to maintain the Nissan brand’s communication priority, the Nissan Brand Symbol or Wordmark and the model brands must be presented so that they work together strategically and visually. The following approved options for visual representation of the Nissan brand with model lines are illustrated to the left: – Approved brand/model lock-up – Typographic linkage using Nissan AG – Maintaining Nissan and model line identities through appropriate spacing

Maintaining Identities Through Appropriate Spacing Note: Although there is a clear objective to build the Nissan brand, there is also recognition that each model has its own unique personality.

Establishing Linkage Using Nissan AG In situations such as headlines and text, brand/model linkage will need to be established through typography. It is strongly recommended that: – Nissan AG be used in a consistent type style and size – Branding is also established by the prominent appearance of the brand symbol or wordmark elsewhere on the application

Model identity is reinforced through the use of model-specific photography, tone and manner, and supporting graphics. Model logos may be used only if they maintain their secondary communication communication objective through subordinate size and placement relative to the Nissan branding.

Establishing Linkage Using Color Preferably, visual linkage should be established through color as well. Using the same Brand Colors for “Nissan” and the model name adds yet another visual cue.

In some cases, different colors may be used. In these situations, “Nissan” should appear in the dominant color (i.e., “Nissan” in Red and the model name in Gray). A ll Nissan Colors except Blue may be used for Nissan and for model names.

Establishing Linkage Using Nissan AG

Brand Symbol in upper left corner takes priority; “Nissan” and “Xterra” shown in Nissan AG in same style, size, and color. Preferred Use:

Acceptable Use:

03 NISSAN Z

ANYTOWN

Brand Symbol centered in white panel takes priority; “Nissan” and “Z” shown in Nissan AG in same style, size, and color.

03 NISSAN Z

ANYTOWN

Brand Symbol centered in white panel takes priority; “Nissan” and “Z” shown in Nissan AG in same style and size, with “Nissan” in the dominant color.


Nissan Brand with Model Lines -Model Linkage/Approved Lockups 4.16.13a

Dealer Applications

Establishing Brand/Model Linkage

Hometown Nissan

Hometown Nissan

Hometown Nissan

Let Us Make You Look Good!



2003 Nissan Frontier $24,000 MSRP

2003 Nissan Frontier $24,000 MSRP

2003 Frontier 4x4 $24,000 MSRP

8 Colors in Stock!

8 Colors in Stock!

8 Colors in Stock!

2003 Nissan Z $32,000 MSRP 8 to choose from! 1 blk west of 297

Hometown Nissan

Z $32,000 MSRP

Z $32,000 MSRP

8 to choose from!

8 to choose from!

1 blk west of 297

2897 W. Loop W. Hometown, USA Vehicle Sales 9a-10p Parts & Service 6a-60

Hometown Nissan

1 blk west of 297


In Compliance: All models shown are linked to “Nissan”

Brand/Model Linkage The examples to the left illustrate compliant and non-compliant print ads. All models in an ad must have brand/model linkage. The minimum requirement is that one model must have linkage with the brand.

When linking the model with the brand, at minimum, the letter “N” in “Nissan” and the first letter in all model names and trim levels must be capitalized (e.g., Nissan Titan King Cab, Nissan Altima 2.5 S, Nissan Murano SL).

Hometown Nissan


In Compliance: At least 1 model shown is linked to “Nissan”

Not in Compliance: No models shown are linked to “Nissan”

Primary Model Line Lockups with Brand Symbol (Horizontal and Vertical) centerline X

MAXIMA

X

X

1.5 X X


Model Lockups The diagrams to the left illustrate approved lockups using the Nissan Brand Symbol and Wordmark with model names.

MAXIMA

Typography is Nissan AG Medium Extended

Examples ALTIMA

FRONTIER

ALTIMA

FRONTIER

Alternative Brand Symbol Lockups (Promotional support materials only)

For optimal brand/model linkage, the primary model lockups should be used. Model names should be locked up using Nissan AG Medium Extended, in all caps, equal to the height of the “N” in the Brand Symbol (e.g., MAXIMA, ALTIMA, FRONTIER). In some cases, such as a model-specific event, and for applications where the model name may need to have more visual impact, the Alternative Brand Symbol lockups may be used.

centerline

While the preferred Xterra and Z lock-ups use Nissan AG, Xterra and Z have unique and established identities that may be leveraged.

X

MAXIMA Y

Y

1.5 X

Y

MAXIMA

X = the height of the “N” in “NISSAN” Y = the height of the horizontal bar within the Brand Symbol Examples ALTIMA

FRONTIER ALTIMA

FRONTIER

Secondary Model Line Lockups with Wordmark (Horizontal and Vertical) centerline

X X

X

X


MAXIMA

Typography is Nissan AG Medium Extended

Examples ALTIMA Exceptions (Xterra and Z ON LY)

FRONTIER

ALTIMA

FRONTIER


Dealer Tagline Usage

Dealer Applications

4.16.14

Tagline Philosophy

Option 1: SHI FT_ Preferred Lockup

Alternative Lockup

centerline

X X

X

SHIFT _standards

1.5X

SHIFT _

X

Nissan is never satisfied with what it is. We are at our best when we shift the possibilities of what people expect. We look for bold and thoughtful ways to make better cars, trucks, and services that SHIFT _ things. We make products that are for people who SHIFT _ SHIFT _ things as well -- people who aren’t satisfied with the status quo, but are looking for more. A passionate, total car experience -something original. SHIFT _ is an internal and ext ernal philosophy. Internally, it demands that Nissan create original vehicles that literally “shift” the market. Externally, it provokes consumers to change the way they see driving and the way they see Nissan -- because Nissan is the one car company that will thrill and inspire.

X=the height of the “N” in Nissan Option 2: Existing Dealer Tagline Preferred Lockup

When and How do Dealers use SHIFT _ ? Anytown Makes 2X the Difference!

ANYTOWN2X

ANYTOWN

2X

Dealers have two options depending on which is most appropriate for their brand and business.

1.5X

Anytown Makes the Difference!

Please note: Dealers may also use acceptable Dealer lock-ups as shown in 4.16.6

Tagline Application Examples

2


ANYTOWN

ANYTOWN

1



Option 1- Using SHIFT _ : – Dealers are encouraged to use SHIFT _ as their tagline to leverage the equity of national advertising – Dealers without their own tagline may use SHIFT _ – Complement words must must not be used – Approved Brand Symbol and SHIFT _ artwork can be downloaded from nissanartwork.com Option 2- Using existing Dealer tagline: – Dealers with an existing tagline may continue to use it with the correct lockups shown to the left – Do not combine Dealer taglines with SHIFT _ SHIFT _ or use the word “shift” as part of a tagline

Important Note: NO additonal words may be added to SHIFT _


1


2

SHIFT _

Option 1: Example of Dealer ad using SHIFT_

Option 2: Example of Dealer ad using Dealer tagline with Brand Symbol only (no SHIFT_)

Dealer Tagline -- Misuses

ANYTOWN

ANYTOWN SHIFT _standards “Quotes and accolades go here”.


Do not lockup Dealer brand with tagline

ANYTOWN


ANYTOWN

SHIFT _standards

Shift into Anytown



Do not use two taglines

ANYTOWN SHIFT _

SHIFT _

SHIFT _anytown

Do not use SHIFT_ in headlines or body copy Do not create complement words

Do not place the tagline with the Brand Symbol Lockup in other than approved placement.


Dealer Advertising

Dealer Applications



HEADLINE WOULD GO HERE ANYTOWN


Newspaper Ads

Anytown SHIFT _

4.16.14a

The advertising examples to the left are all VI-compliant. By maintaining visual consistency with national and regional advertising, Dealers will impart positive, high-impact messaging to both potential and existing customers. One of the objectives of Dealer advertising is to build the Nissan brand and achieve strong Brand Identity by: – Simplifying Visual Identity by promoting one consistent look and spirit for the Nissan brand – Unifying the presentation of the Nissan brand through the consistent application of approved elements – Strengthening brand equity by measuring all actions against the Nissan Brand Promise – Increasing customer impact by applying Visual Identity according to standards – Leveraging investment dollars by integrating national, regional, and Dealer advertising We strongly recommend that when creating ads: – The deal should never take priority over the Nissan brand communication – Color not be used to highlight the deal if the deal communication already takes prominence through size

THE NISSAN ALTIMA

Anytown

Be sure to maintain strong visibility to ensure impact of the Nissan Brand Symbol through proper clear space and size. Approved elements, such as photography, Brand Symbol, tagline, etc., to create ads are available on nissanartwork.com. Use only approved artwork when creating ads.

Outdoor Advertising

ANYTOWN NISSAN HEADLINE GOES HERE NISSANXTERRA Thisiswherethecopywillgoitwillbe replaced WITHREALCOPY laterWORLD

ANYTOWN

Full Color Print Ad




Dealer Applications

Dealer Advertising -Radio and Broadcast

4.16.14c

Broadcast

The following broadcast guidelines are standards developed for national advertising, and should be followed for any localized dealer broadcast ads. Registration Symbol

ANYTOWN NISSAN

There is no registration symbol (®) needed in broadcast materials. The same Brand Symbol and tagline lock-up is used in broadcast as in print. Make and Model

Make and model identification can be placed over picture preceding the final Brand Symbol. Safe Areas

Broadcast Billboard -- Frame Before SHIFT_

Use the 4:3 ratio with square pixels and place the Brand Symbol and text on screen (see examples to the left). It is important to keep necessary text and artwork out of the safe areas. – The action safe area is a 5% border in from all sides – The title safe area is 10% from each edge Logo Size and Placement

SHIFT _

The Brand Symbol should be 30–35% of the screen height and should sit slightly above center, as shown. The lock-up of the Brand Symbol and tagline should be centered when using Dealer brand and taglines. Dealer web address should be centered at the bottom of the frame.


Dealer Applications

Dealer Advertising -Radio and Broadcast

4.16.14c

Broadcast

The following broadcast guidelines are standards developed for national advertising, and should be followed for any localized dealer broadcast ads. Registration Symbol

ANYTOWN NISSAN

There is no registration symbol (®) needed in broadcast materials. The same Brand Symbol and tagline lock-up is used in broadcast as in print. Make and Model

Make and model identification can be placed over picture preceding the final Brand Symbol. Safe Areas

Broadcast Billboard -- Frame Before SHIFT_

Use the 4:3 ratio with square pixels and place the Brand Symbol and text on screen (see examples to the left). It is important to keep necessary text and artwork out of the safe areas. – The action safe area is a 5% border in from all sides – The title safe area is 10% from each edge Logo Size and Placement

The Brand Symbol should be 30–35% of the screen height and should sit slightly above center, as shown. The lock-up of the Brand Symbol and tagline should be centered when using Dealer brand and taglines. Dealer web address should be centered at the bottom of the frame.

SHIFT _

Other Title Placement

AnytownNissan.com

Broadcast Billboard -- SHIFT_

When using SHIFT_, make and model, offer, dealer tags and legal should be placed before the Brand Symbol, leaving the final sequence to include the Brand Symbol, SHIFT_, and URL only. Make and model, offer, dealer tags and legal can be against black background or over photography, as shown to the left. Broadcast Billboard

Broadcast billboard artwork and announcer copy should be provided by TBWA\CHIAT\DAY. Radio

Ending a radio spot: Dealers will have flexibility with radio; however, every spot should end with a consistent Nissan message stated in one of the following ways: a) Nissan b) Nissan, model name c) Nissan, model name, “SHIFT_” d) Nissan, “SHIFT_” e) Dealer name, dealer tagline

Anytown

For Nissan only dealer, with no dealer tagline: f) Dealer name, “SHIFT_”

AnytownNissan.com

Broadcast Billboard -- Dealer Lockup

ANYTOWN


AnytownNissan.com

Broadcast Billboard -- Dealer Tagline




Dealer Applications

Retail Signage and Facilities

4.16.15

The new Retail Signage and Facilities design effectively represents a revitalized Nissan brand -- our products, services, and identity at the point of customer contact -- the Nissan Dealership. Nissan’s original and engaging exterior trade dress consists of highly visible signature elements and materials. Based on extensive research, the Retail Signage and Facilities design supports state-of-the art automotive retailing practices and includes new approaches that uniquely express the Nissan brand. The Nissan Retail Signage and Facilities design is flexible, affordable, and functional -an innovative and authentic presentation of the new Nissan. Application guidelines are available in each region (Europe, GOM, Japan, North America). Contact your regional Sales and Marketing department for the appropriate application standards.


Dealer Uniforms

Dealer Applications

Ac Ac ce cep ta ta bl ble Co Co lo lo r a nd nd St Sty le le O pt pt io io ns ns

P re re fe fe rr rr ed ed C ol olo r an d S ty ty le le Op ti ti on on s

It is strongly recommended that Dealers leverage the Nissan Visual Identity for their apparel. Shown to the left are examples of suggested Nissan Dealership uniforms for service technicians and advisors. On the preferred color and style options, the Wordmark, 2-D Brand Symbol, Nissan Colors, and the Red accent line are incorporated in a variety of combinations, offering flexibility and usability in your dealership.

Anytown

Gray and White Oxford-style Shirts with Nissan Wordmark and Dealer Name

Gray and White Oxford-style Shirts with Nissan Wordmark, Dealer Name and Red Accent Line

Anytown Anytown

4.16.16

Anytown

Anytown

The Wordmark is embroidered, and should be two inches (50.8mm) wide. The Red accent line (where applicable) should be equal to the width of the “I” in “Nissan.” The 2-D Brand Symbol is also embroidered and should be a minimum of 1" wide. When using the Dealer’s own color and logotype/typestyle, the Brand Symbol should appear as either black or white depending on the color of the clothing, keeping as much separation between the Dealer name and the Brand Symbol or Wordmark as possible. When embroidering the Red Wordmark or Red accent line, use Madeira thread #1147 as the closest match for Nissan Red. Work closely with your local uniform supplier to achieve the best possible matches for thread specifications and brand colors, and for


Dealer Uniforms

Dealer Applications

Ac Ac ce cep ta ta bl ble Co Co lo lo r a nd nd St Sty le le O pt pt io io ns ns

P re re fe fe rr rr ed ed C ol olo r an d S ty ty le le Op ti ti on on s

It is strongly recommended that Dealers leverage the Nissan Visual Identity for their apparel. Shown to the left are examples of suggested Nissan Dealership uniforms for service technicians and advisors. On the preferred color and style options, the Wordmark, 2-D Brand Symbol, Nissan Colors, and the Red accent line are incorporated in a variety of combinations, offering flexibility and usability in your dealership.

Anytown

Gray and White Oxford-style Shirts with Nissan Wordmark and Dealer Name

Gray and White Oxford-style Shirts with Nissan Wordmark, Dealer Name and Red Accent Line

Anytown

The Wordmark is embroidered, and should be two inches (50.8mm) wide. The Red accent line (where applicable) should be equal to the width of the “I” in “Nissan.” The 2-D Brand Symbol is also embroidered and should be a minimum of 1" wide. When using the Dealer’s own color and logotype/typestyle, the Brand Symbol should appear as either black or white depending on the color of the clothing, keeping as much separation between the Dealer name and the Brand Symbol or Wordmark as possible. When embroidering the Red Wordmark or Red accent line, use Madeira thread #1147 as the closest match for Nissan Red.

Anytown Anytown

4.16.16

Anytown

Work closely with your local uniform supplier to achieve the best possible matches for thread specifications and brand colors, and for the highest quality work.

Polo Shirts with Nissan Wordmark, and Dealer Name

Polo Shirts with Dealer Name and Wordmark

Anytown

Anytown

Polo Shirts using Dealer colors with Nissan Wordmark, and Dealer Name

Nissan Gray and Black Polo Shirts with Dealer Name and Wordmark

Anytown

Coveralls using Dealer colors with Nissan Wordmark, and Dealer Name Please note: Exhibits above are schematic


Nissan Gray Coveralls and Trousers with Nissan Wordmark and Dealer Name

Please contact Young Lee in Product Services Support Department (310) 771-5384 for assistance and more information.


Dealers Applications

Vehicles

Dealers may use Nissan vehicles to pick up customers, provide test drives, etc. Identification of these vehicles should be simple, incorporating the elements and standards of the Nissan Visual Identity System, including: – Brand Symbol – Wordmark – Nissan AG

Preferred Courtesy Vehicle

Name Surname

Anytown

Acceptable Courtesy Vehicle

Preferred Tow Truck

Anytown

Name Surname

4.16.17

Use the standards in this section in conjunction with local regulations and individual vehicle characteristics to ensure effective identification of Nissan vehicles. These standards can be applied to all Dealer vehicles, using decals or magnetic panels.


Dealer Applications

Examples of Pages from the Nissan Website Standards

Websites

4.16.18

The Nissan Dealer Website Standards were developed to help create a consistent brand message between off-line and on-line media to further strengthen the Nissan brand and growing market share. The Dealer Website Standards are a combination of basic functional and technical requirements as well as key components of the recently developed Nissan Brand and Visual Identity Standards. Please go to www.nissanguidelines.com to access the guidelines.

Nissan North America

Dealer Application

Examples of Nissan Trademarks

Trademark Policy

4.16.19

What is a Trademark?

A trademark includes any word, name, symbol, slogan, or device (such as a design), product shape or product packaging, or any combination of them, used by a manufacturer or merchant to identify its goods or services and to distinguish them from those manufactured, sold, or serviced by others. There are three main functions served by a trademark. A mark serves to: (a) indicate the source and origin of the goods; (b) help guarantee the quality of the goods bearing the trademark; and (c) create and maintain a demand for the product. What is the Value of a Trademark?

Rules for Proper Use Avoid incorrect grammatical use. Grammatically, a trademark is a proper adjective and is not to be used as a noun or verb. Use the product’s generic name. Since a trademark is an adjective, there must be a noun for it to modify; and that noun is the generic name of the product. The owner should use the generic name of the produce in association with the trademark, such as SENTRA sedans. Use a trademark notice. For marks that have been registered with the US Patent and Trademark Trademark Office, proper notice is the ®. Where the mark has not yet been registered, i.e., no application has been filed or the application is still pending, the owner may not use the ®, but instead may use the letters TM adjacent to the mark. Use special typography. Preferably, the mark should appear in all caps to make it stand out from the rest of the text. Other techniques to ensure that the mark is easily recognizable are to use it in bold face, or in italics, or with quotation marks. Further, the mark may be presented in a fanciful design or logotype form. Avoid all variations. Do not vary the trademark by using it in other forms (such as abbreviations). Do not change the spelling, or insert or delete hyphens, or change its form, or combine it with other words. Changes in the form of a trademark tend to detract from its status because they suggest to the consumer that it is just another word in everyday language that is subject to variation. Trademarks vs. Tradenames. When a registered trademark is also a tradename (i.e., a company name), the ® symbol should be used when the reference is to a product manufactured by the company. The ® symbol should not be used when the reference is to the company.

Acceptable Footnotes Nissan Nissan, the Nissan Brand Symbol, “Shift_” and Nissan Model Name(s) are Nissan trademarks. Infiniti (For those with franchises) Infiniti, the Infiniti Brand Symbol, “Accelerating the Future” and Infiniti Model Name(s) are Nissan trademarks.

Exceptions Z® Where reasonably possible, use the registered symbol at every reference and add the following footnote on the first page of each section of the material in which the mark appears:

Z® is a registered trademark of Nissan Motor Co., Ltd.

The key words are “use” and “reputation.” When a manufacturer develops a good reputation for products used with the trademark, the trademark itself tends to take on meaning for the buying public. The manufacturer’s customers are inclined to associate this reputation on with all goods bearing the trademark. This association is of benefit to the manufacturer by virtue of trust. Rules for Proper Use

A manufacturer achieves and maintains rights for exclusive use of a trademark to identify its goods so long as the buying public associates source and reputation with the goods marked by the trademark. If a trademark is used properly, it will continue to remain the exclusive property of its owner. If however the consuming public comes to treat a trademark as the name of a product, rather than a designation for one particular source of the product, it will no longer “identify” and “distinguish” the goods of one manufacturer. The trademark is then said to have become a generic term that is freely available for anyone to use. The key principle in proper trademark usage is that the mark has to be distinguished from the generic name of a product. The public must recognize the trademark, not as a designation of the product without regard to its source, but as the indication of some particular manufacturer’s brand of that product. This basic point can be made by observing the rules listed to the left. Footnotes and Notice Symbols

For all Nissan trademarks (with some exceptions noted below and to the left), use the appropriate trademark notice the first time the trademark is used in all publicly disseminated materials. The proper notice for registered trademarks is the (®); the proper notice for unregistered trademarks is the (TM). In addition, include a legal footnote. Nissan and Infiniti each have adopted a “multi-purpose footnote,” which is appropriate for use when: (1) at least one model name is used in the material; and (2) the material includes a mix of both registered and unregistered trademarks. The multi-purpose footnotes are shown to the left. Certain Nissan trademarks require use of the appropriate trademark notice (®) or (TM) be used at every reference, where reasonably possible. The Nissan Brand Symbol and the Infiniti Brand Symbol should always be displayed with the registered (®) symbol in addition to being referenced in the legal footnote. Additional examples/exceptions are noted to the left. For information regarding registration status and appropriate notice symbols for particular Nissan trademarks, contact the Legal Department. With the exception of the Nissan and Infiniti Brand Symbols, trademark notices do not need to be used in business correspondence.

Nissan in North America

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