CI... · 2019-10-14 · Volkswagen brand design 4 | 98 Consolidated user guidance Brand tonality Mobility is changing. And Volkswagen is leading the path. To recharge our brand for

Consolidated user guidance for the newVolkswagen brand design

Corporate Identity

26 September 2019 - Corporate Identity Guidelines

ContentsBrand TonalityOverviewCore values

LogoOverviewApplication examplesColour versions | Overview & dos and don’tsBackgrounds | Monochrome and image backgroundsBackgrounds | Dos and don’tsProtection zone | Overview Protection zone | Regular logo and small logo versionsProtection zone | Recommended logo sizes

TypographyOverviewBrand fonts | Font styles for online and printBrand fonts | Font styles for officeApplication | Combining type stylesApplication | Paragraph spacingApplication | Font colourApplication | Reduced moving frame headline positioningApplication | Moving frame headline positioningStandards | Paragraph and character stylesStandards | Typesetting guidelinesStandards | Copyright and usage rights

Moving frameOverviewApplication examplesConstruction | Flexible logo positionConstruction | Use in the layoutConstruction | Reduced moving frameConstruction | Integration of the logoConstruction | Dos and dont’sConstruction | Integration of textColours | Overview

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Backgrounds | Monochrome backgroundsBackgrounds | Background imagesLayout design | Line thicknessLayout design | Moving frameLayout design | Reduced moving frameLayout design | Special formatsLayout design | Application examplesLayout design | Don’ts

ColoursOverviewBrand colours | Primary coloursBrand colours | Secondary coloursColour definition | Primary colours Colour definition | Secondary colours Colour definition | Signal colours

ImageryOverviewGuiding principles | Imagery typesStills and semi stills | ExamplesStills and semi stills | ParametersCar perspectives | ExamplesCar perspectives | ParametersMoving images | ExamplesMoving images | ParametersStorytelling images | ExamplesStorytelling images | Parameters

IconsOverview & application examplesDesign | Consistent appearanceDesign | Active/Inactive statusDesign | Sizes and design detailDesign | Dos and dont’s

InfographicsOverview Application examplesStyle | Consistent appearanceStyle | Colours and typography

Eye-catchersOverviewApplication examplesDesign | Form, proportions and sizeDesign | Colour definitionDesign | Colour applicationDesign | Positioning on imagesDesign | TypographyImplementation | Combination with moving frameImplementation | Combination with reduced moving frameImplementation | Don’tsImplementation | Typography positioning

ApplicationBrand supplement | Overview Brand supplement | Single line designBrand supplement | Two-line designBrand supplement | Don’ts Brand supplement | Application with moving frameBrand supplement | Application examples Other applications | DigitalOther applications | Advertising Other applications | BusinessOther applications | Retailer environment Other applications | Merchandise

Contacts

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53545556575859606162

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7576777879808182838485

8788899091929394959697

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Brand Tonality

4 | 98Volkswagen brand designConsolidated user guidance

Brand tonality

Mobility is changing. And Volkswagen is leading the path.

To recharge our brand for the new mobility, we’ve updated our brand tonality: giving a fresh uplift to the core values that have shaped our DNA (human, inviting, focussed and with a sense of humor) and adding a new value (stimulating), which should remind us to never stop moving forward, never stop inspiring and unleashing excitement.

Overview


Section name

Core Values

Human Inviting Stimulating Focussed Sense of humour

We are empathic and unleash excitement.

We are upbeat.

We follow our passion.

We embrace the beauty of imperfection - and that’s what makes us real.

We are open and enjoy approaching others.

We are a magnet, not a mirror.

We welcome everyone - to come as they are.

We want people to feel at home with us.

We are exciting and inspiring - with a clear attitude.

We have an opinion and express it confidently.

We enjoy trying new things.

We love to gather new sparks and to surprise.

We believe in the beauty of simplicity.

We focus on what matters most.

We always speak in a clear and understandable way.

We know that power comes often from the little things.

We don’t take ourselves too seriously.

We are spontaneous and embrace the moment.

We can laugh at ourselves - without being ridiculous.

We have smart humour that makes people smile. And think.

Logo

Volkswagen brand designConsolidated user guidance

7 | 98Section name

We have reduced the logo to its essentials. The style is clearer, more succinct and also more legible.


8 | 98


9 | 98

Our logo allows playful interactionthanks to its trio of colours: White,VW Dark Blue and VW Light Blue.These three colours are also the primary colours of our brand.

White

The white logo is always the first choice - in all applications.

VW Dark Blue and VW Light Blue

If the white logo does not stand out adequately from the background, we use a VW Dark Blue or VW Light Blue logo.

Black

We only use the black logo if the colour version cannot be used for production - related reasons (e.g. with embossing, punching, franking, fax, etc.).

Don’ts

Our logo must not be modified; see figures.

LogoColour Versions | Overview dos and don’ts

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White on VW Dark Blue VW Light Blue on White

No images within the logo No foreign colours No colour gradients

Volkswagen brand design 10 | 27Basic elements20190523_Logo_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

LogoColour versions | Dos and don’ts

Colour versions

The logo in the three primary colours.

Don’ts

Our logo must not be modified; see figures..

Good to know

You will find additional information and colour definitions in the section → Basic elements | Colours

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White on VW Dark Blue

No images within the logo No colour gradients No foreign colours

VW Dark Blue on White VW Light Blue on White

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Black

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VW Dark Blue on White


10 | 98LogoBackground | Monochrome and image backgrounds

VW Dark Blue on white White on VW Light Blue

VW Light Blue on white VW Light Blue on VW Dark Blue VW Dark Blue on VW Light Blue

The backgrounds can assume our primary colours too, enabling different variants in combination with the logo.

Important

Combinations with white are preferred. The combined use of the two blue tones is consistent with the branding, but should only be used in exceptional cases.


VW Light Blue on White VW Light Blue on VW Dark Blue VW Dark Blue on VW Light Blue

White on VW Dark Blue White on VW Light Blue


LogoBackground | Monochrome backgrounds


Important








Important








Important








Important








Important








Important




11 | 98

VW Light Blue on dark image Inadequate contrast between logo and image Do not cover product features

LogoBackgrounds | Dos and don’ts


LogoBackground | Image backgrounds

The logo can also be used on image backgrounds. The different logo colours allow different variants in this case too.

Logo in White and VW Dark Blue

Our logo looks best in white when used on images. Sufficient contrast and a calm background should be ensured when positioning the logo. The dark blue version is used on light backgrounds.

Logo in VW Light Blue

The logo version in VW Light Blue can be used occasionally, if this increases the luminosity of the logo significantly. However, it should be an exception.

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White on dark image

VW Light Blue on dark image

VW Dark Blue on light image White on a different colour (for example with sponsoring)

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White on dark image



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White on dark image



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White on dark image



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Examples

Our logo is used on monochrome backgrounds or low-contrast, calm backgrounds.

Don’ts

Do not place the logo on low- contrast or busy backgrounds. Likewise, do not place the logo over important product features or faces.

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White on monochrome VW Dark Blue background

Inadequate contrast between logo and image Image background too busy/too much contrast Do not cover product features Do not cover faces

White on calm dark background image VW Dark Blue on calm light background image

LogoBackground | Examples and don’ts

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White on a different colour (for example with sponsoring) White on dark image VW Dark Blue on light image

1 Logo in White and VW Dark Blue




Don’ts

Do not place the logo on low contrast or busy backgrounds. Likewise, do not place the logo over important product features or faces.

2


Examples

Our logo is used on monochrome backgrounds or low-contrast, calm backgrounds.

Don’ts

Do not place the logo on low- contrast or busy backgrounds. Likewise, do not place the logo over important product features or faces.

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2

White on monochrome VW Dark Blue background

Inadequate contrast between logo and image Image background too busy/too much contrast Do not cover product features Do not cover faces

White on calm dark background image VW Dark Blue on calm light background image

LogoBackground | Examples and don’ts

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2


12 | 98

Loreipsu

LogoProtected zone | Overview

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Protected zone = half of the logo diameter on all sides Text elements outside of the protected zone Design elements outside of the protected zone

Text elements within the protected zone Design elements within the protected zone

The protected zone is an integral part of the logo. Design elements or type must not be positioned in or intrude on this zone. Text and design elements are always positioned outside of the protected zone. The moving frame protrudes into the protected zone by a quarter of the logo diameter.

Design

The protected zone is half of the logo diameter on all sides.

Don’ts

Do not place image or text elements within the protected zone.

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Loips

½ a ½ aa = logo diameter


13 | 98LogoProtected zone | Regular logo and small logo versions

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Logo version Digital Print

Regular logo ≥ 57 px ≥ 10 mm


Small logo 32 to 56 px 6 to < 10 mm

We have developed two logo versions so that the logo can always be readily identified. These are the regular logo and the small logo.

Regular logo

Our regular logo is the one we use primarily. it is used in digital media from a size of 57pixles and in print media from a size of 10mm.

2 Small logo

We changed the line thickness and inner spaces of the small logo to improve legibility in small sizes. It is only used in very small depictions: between 32 and 56 pixels in digital applications and between 6 and 10mm in print media.

Good to know

To differentiate easily: the small logo is recognisable by the thicker outer ring.

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1 2


LogoLogo versions | Regular logo and small logo


Regular logo

Our regular logo is the one we use primarily. It is used in digital media from a size of 57 pixels and in print media from a size of 10 mm.

Small logo

We changed the line thicknesses and inner spaces of the small logo to improve legibility in small sizes. It is only used in very small depictions: between 32 and 56 pixels in digital applications and between 6 and 10 mm in print media.

Good to know


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Regular logo Small logo





Regular Logo

1 2


LogoLogo versions | Regular logo and small logo


Regular logo

Our regular logo is the one we use primarily. It is used in digital media from a size of 57 pixels and in print media from a size of 10 mm.

Small logo

We changed the line thicknesses and inner spaces of the small logo to improve legibility in small sizes. It is only used in very small depictions: between 32 and 56 pixels in digital applications and between 6 and 10 mm in print media.

Good to know


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2

Regular logo Small logo





Small Logo


14 | 98LogoProtected zone | Recommended logo sizes

Full-screen formats Format Standard logo size

Standard HD 1280 x 720 px 62 px

Full HD 2K 1920 x 1080 px 92 px

Wide Quad HD 2560 x 1440 px 123 px

Ultra HD 4K 3840 x 2160 px 184 px

High Definition 4K2K 4096 x 2160 px 184 px

DIN formats Format Standard logo size¹

DIN A6 105 X 148 mm 9 mm

DIN A5 148 X 210 mm 13 mm

DIN A4 210 x 297 mm 18 mm

DIN A3 297 x 420 mm 26 mm

DIN A2 420 x 594 mm 36 mm

DIN A1 594 x 841 mm 51 mm

DIN A0 841 x 1189 mm 72 mm

Posters

Tele Lights 810 x 1200 mm 69mm

City Lights 1185 x 1750 mm 101 mm

Poster Lights 3360 x 2380 mm 203 mm

5040 x 2380 mm 203mm

Mega Lights (18 /1) 3560 x 2520 mm 215 mm

Pop-up banners

Banner S 1000 x 2000 mm 85 mm

Banner M 2000 x 5000 mm 170mm

Banner L 3600 x 9600 mm 306 mm

Recommended logo sizes for digital applications Recommended logo sizes for print applications

Example of calculating the standard logo size (DIN A4)Shorter format side = 210 mmLogo diameter = 210mm x 8.5 % = 17.85 mm ≈18 mmType area borders = 18 mm x 0.75 =13.5 mm

Example of calculating the maximum scaling (DIN A4)Shorter format side = 210 mm Logo diameter = 210 mm x 10 % =21 mmType area borders unchanged = standard logo size x 0.75 =13.5 mm

¹ For a diameter under 10 mm the minimum logo size is used, otherwise the normalstandard logo version.

Logo size is min. 8.5 % of the shorter side of the format, rounded up to the next full pixel or millimetre (= standard logo size).

The logo can be applied at up tomax. 10 % of the shorter side of the format. The choice of logo size is based on the requirements of the layout.

Typography


Section name

Use of the two contrasting type stylesVW Head Bold and Light acts as a basic differentiating element.

Design in every detail


TypographyBrand fonts | Font styles for online and print

Our fonts have an open, clear appearance which suits our brand personality.

VW Head & VW Head Web

The name says it all: VW Head is our headline font and has been specially developed for poster-style applications: whether Light or Bold, whether on 18/1 posters or digital displays. Currently it includes six styles.

VW Text & VW Text Web

We use VW Text for body text of all kinds, whether analogue or digital.Its excellent legibility is particularly evident in small-print text, such as footnotes and legal information.

Currently includes five styles. Please note that the cursive font styles (italic) are only used for certain technical mark ups. Apart from this they are not part of the brand typeface.

If possible, combine fonts to create high contrast e.g. Regular/Extra-bold or Light/bold; direct “font neighbours” should be combined as seldom as possible within text.

Attention

The standard font family should be used for print applications, however for web applications please use the web font families.

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Light [ABDCDEFGhijklmno1234567?!&]Regular [ABDCDEFGhijklmno1234567?!&]Regular Italic [ABDCDEFGhijklmno1234567?!&]Bold [ABDCDEFGhijklmno1234567?!&]Bold Italic [ABDCDEFGhijklmno1234567?!&]ExtraBold [ABDCDEFGhijklmno1234567?!&]

Light [ABDCDEFGhijklmno1234567?!&]Regular [ABDCDEFGhijklmno1234567?!&]Regular Italic [ABDCDEFGhijklmno1234567?!&]Bold [ABDCDEFGhijklmno1234567?!&]Bold Italic [ABDCDEFGhijklmno1234567?!&]

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TypographyBrand fonts | Font styles for Office

In Office applications, the followingtypefaces are used.

VW Head Office

Currently includes two styles.

VW Text Office

Currently includes two styles.

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Regular [ABDCDEFGhijklmno1234567?!&]Bold [ABDCDEFGhijklmno1234567?!&]

Regular [ABDCDEFGhijklmno1234567?!&]Bold [ABDCDEFGhijklmno1234567?!&]

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TypographyApplication | Combining type styles

Future provenThe new Golf




DESIGN in every detail

Future provenThe new GolfLorem

Topline lorem ipsum

Future provenThe new GolfSubline lorem ipsum

Dare to exploreTopline lorem ipsum


Future proven The new GolfSubline lorem ipsum

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Start with Bold or Light

No multiple emphasis No italics or all-caps No short sub-lines or use of top-line and sub-line together

Entirely Bold or Light Top-line or sub-line

Headlines can start with either Bold or Light text. You can change from one style to another within a single sentence.

You can also set headlines entirely in Bold, or entirely in Light.

A sub-line or top-line can be used to support the headline. Top-lines and sub-lines are not to be used together. In sub-lines only one font style is to be applied.

The top-line is to be applied at the same spacing as the headline. It is always Bold. The font size of the top-line and the sub-line is in general 50% font size of the headline.

The font style of the sub-line may be Bold or Light. Sub-lines can be single-lined or multi-lined.

Don’ts

Do not use two different types of emphasis within one headline. Only switch to a different type of style if this makes sense in terms of content of the text.

Do not use italics or all-caps.

Do not use the top-line and sub-line together. Do not set very short sub-lines in VW Head Light as they are less noticeable.

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Everyoneis invited

Dare to explore

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Application | Paragraph spacingTypography

Future proven The new GolfSubline lorem ipsum s

75 % sDit labor am fugiatet molum que solent voluptae et repedionsed qui dolorrum eum faccae. Sed utest, sitis essitis evelia autat. Utempora eos moluptas verion.

h

40 % h

Topline lorem ipsum

Future proven The new GolfDit labor am fugiatet molum que solent voluptae et repedionsed qui dolorrum eum faccae. Sed utest, sitis essitis evelia autat. Utempora eos moluptas verion.

Future proven The new GolfSubline lorem ipsum em et facid quaspienis

h

h

Dit labor am fugiatet molum que solent voluptae et repedionsed qui dolorrum eum faccae. Sed utest, sitis essitis evelia autat. Utempora eos. Moluptas verion.

Future proven The new Golf

135 %

135 %

Dit labor am fugiatet molum que solent voluptae et repedionsed qui dolorrum eum faccae. Sed utest, sitis essitis evelia autat. Utempora eos moluptas verion.

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The font size of the copy is to be applied at a maximum 75% of the sub-line. In bigger formats the font size minimizes in comparison. In case of missing sub-line the maximal size is 40% of the headline.

The spacing between the sub-line and copy (or headline and copy) equals the capital letter height of the headline. This spacing is defined as the minimum spacing and can be increased according to image and format, if required.

The spacing of the copy is 135% of the font size of the copy.

For optimal legibility, the character spacing of the brand fonts VW Head and VW Text is defined according to the font size. Kerning is always metric.

The line spacing for headlines, top-lines, sub-lines and body text is predefined.

Attention

The copy is mainly being applied in regular. Markings in bold are only partially possible and should not be applied to whole paragraphs.

Font Size Character spacing

VW Head Smaller than 40 pt 0

40 pt and larger – 10

VW Text 5.5 to 6 pt + 15

6.5 to 7 pt + 10

7.5 to 19 pt 0

20 to 39 pt – 10

40 pt and larger – 15

Use Line spacing

Headline 110%

Topline/subline 120%

Body text approx. 135%

ExampleHeadline: 32 / 35.2 pt Topline/subline: 16 / 19.2 ptBody text: 9.5 / 12.8 pt

Font size of copy text Sub-line positioning Paragraph spacing

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TypographyApplication | Font colour

Lorem ipsum Dolor amet

unte soluptatur, ut laborer umet none poreraeil etur obitenda sequian deliasitius, nobis nis adi. Aperiase eatem si reperit atquam reperspis

pros earchil inci qui offici des aut mos dollautet apelectur sandandipidi voles estectoru reped eum qui solupat faciur. simu velique.

Lorem ipsum

unte soluptatur, ut laborer umet none nobis nis adi. Aperiase eatem si reperit atquam reperspis enti aut illaces utempost

Pros earchil inci qui offici des aut mos doll autet apelectur sandandipidi voles estectoru

Ecte vel idendit quntere, qui nis ariorup tatusci que lendendis voloreps.


unte soluptatur, ut laborer umet none poreraeil etur obitenda sequian deliasitius, nobis nis adi. Aperiase eatem si reperit atquam reperspis

pros earchil inci qui offici des aut mos dollautet apelectur sandandipidi voles estectoru reped eum qui solupat faciur. simu velique.


unte soluptatur, laborer umet none poreraeil eturg obitenda.

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Black and white (on light and dark backgrounds respectively) are the preferred colours.

VW Light Blue can be used for drawing attention to text elements - either on white (preferred) or VW Dark Blue. Do not use it to add emphasis within text!

3 VW Dark Blue can be used as a text colour when the logo and moving frame are also in VW Dark Blue on a white background.

Good to know

White on VW Light Blue should never be used for reasons of contrast (legibility).

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TypographyApplication | Reduce moving frame headline positioning

1

Cap height = 70% logo diameter

Cap height = 35% logo diameter Cap height > logo diameter

1 The headline size is variable and can be selected freely according to the amount of text.

In order to keep text in proportion with our logo, the cap height of headlines is generally between 70% and 35% of the logo diameter.

In individual cases, especially for advertising/out-of-home, it can be reasonable to choose a smaller or bigger type size.

The headline position does not always have to be dependent on the logo - headlines can also be freely positioned within the moving frame.

In such cases, the fact that the headline position is detached from the logo it must always be clear at first glance.

If a vertical or horizontal orientation in relation to the logo is selected, the inner edge of the logo outline is chosen as a reference point.

Don’ts

Avoid unclear positioning close to the logo or aligning the headline with the logo in a way that is not logical.

Headline Bolda 0,35 a

Headline Bolda 0,7 a

LoremSubline Lorem ipsum

a

a

Headline and logo not separated clearly enough

Headline not aligned with logo in a logical manner

Headline aligned with lower edge of logo outline

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Headline detached from logo position

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Headline Boldand Light




3

Headline Bol Headline BolSecondand Light Headline Bo

Secondand Light


1 If the headline is positioned horizontally at the logo, the distance to the logo is half of the logo diameter.

Single-lined headlines are positioned centrally to the logo.

Multi-lined headlines are always positioned at the upper inner edge of the logo.

If the headline is positioned vertically in relation to the logo, the distance of the logo is always half of the logo diameter.

The position is always left-justified to the inner edge of the left side contour of the logo.

The amount of lines has no influence on the position.

Don’ts

Other positioning is not permitted.


Application | Moving frame headline positioningTypography

5

Do not top align one-line headlines

Horizontal headline positioning Horizontal headline positioning Horizontal headline positioning Vertical headline positioning

Do not centre multi-line headlines Do not align to gap in moving frame

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Do not encroach into the logo’s protection zone

Headline Bola½ a

Headline Bol Headline BolSecondand Light Headline Bold

Secondand Light

a

½ a

24 | 26Typography Volkswagen brand designConsolidated user guidance

Standards | Paragraph and character styles

Do not use indents Do not centre or right align text Do not have character spacing to large or too tight

1 1

Do not encroach into the logo’s protection zone.

All text is applied left-justified and without indentations. Within the editorial application justification can be used.

The font sizes for headlines, top-lines, sub-lines and body text can be freely selected according to the particular context and the amount of text. However, you should observe the specified minimum ratios.

Don’ts

Please do not use indentations, aligned-right or centre alignment.

Do not use character spacing other than that specified. Do not manually adjust the character spacing in office applications.

Body textShould be no more than75% of the sub-line size

Sub-lineAbout 50 % of the headline size

Headline

2

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Headline Boldand LightSubline

Copy unte soluptatur, ut laborerumet none poreraeil etur obitenda sequian deliasitius, aum queco repe velique pre nobis nis adi. Aperias ex eatem si reperit atquam reperspis enti aut illaces alit utempos pro earchil inci qui offici des aut mos dollautet apelectur sandandipidi voles estectorume andis et etuste es dendae reped eum qui solupat et faciur.


TypographyStandards | Typesetting guidelines

Quotation marks

For English-language texts, we use theEnglish-style quotation marks (opening quotation mark and closing quotation mark are above – often described as “66–99”).For a quote within a quote, single quotation marks are used. Straight quotation marks(“) do not conform with brand style (they stand for minutes, degrees or inches).

“Word”‘Word’

Physical, currency and other units

In continuous text, units are written out (euro, metre, kilometres per hour, etc.). In lists, tables, tag-lines, graphical boxes etc., as well as in headlines, the appropriate symbols or abbreviations are used (€, m, km/h, etc.).You should always put space between the number and the unit (a hair space for print, a blank space in online and Office programs).Please ensure that the number and unit stay together on one line.

With a range of 300 kilometres per battery charge, the e-Golf gives you peace of mind.

• Maximum speed: 220 km/h

Adding emphasis within texts

This should be done as little as possible.Purely in terms of communication, key content should stand out in the form of headlines, sub-headlines and lists.

No full stop at the end of headlines

There should never be a full stop at the end of a headline, regardless of the medium and regardless of whether or not the headline is a full sentence. This does not apply to other forms of punctuation, particularly question marks. We strongly advise against using exclamation marks, apart from in the case of tag-lines, direct instructions and warnings.

Telephone numbers

All telephone numbers should include the country code preceded by a + sign. The following area and mobile codes are separated by a space (a hair space in print publications,a blank space in Office programs) and do not include the first zero. The telephone number itself is likewise separated by a space, and the digits can be grouped together to make it easier to read. Extension numbers are also separated by a space, not by a hyphen.In summary: no brackets, slashes, hyphens or zeros at the start of country, area or mobile codes. Telephone numbers always stay on one line.

+49 123 456 789 00

Web addresses

Web addresses are written without the “http//:” or “https://” and without “www.”.If they are at the end of a paragraph or a standalone line, no full stop is used at the end of the sentence. Web addresses should stay on one line wherever possible.

Visit our website atvolkswagen.uk

ListsEnumerations are always characterised by bullets in the colour of the type face. They are typographically identical with the em dash (no hyphens!). In addition bullets can, but don’t have to, be indented.

The spacing between the bullet and the text should neither be too big nor too small(Reference point: half a dot size in mm, e.g. at 12 pt font size 4 mm spacing).

– First bullet– Next bullet– The next but one bullet

NumbersAs usual, numbers from one to twelve are written out in continuous text. Digits are used for all other numbers. The comma is used to separate groups of thousands. Please note that decimal values are given with a full stop, not a comma.

One to twelve13 to 15

127.89,550.5100,000.01,000,000.0

Other languages

Please remember that for translations into other languages, typographical elements also need to be “translated”.

Guidelines for this can be found in the relevant language version.

Examples of style in German texts

Quotation marks:„Wort“ not “word”

Units:500 € not €500

Decimal place:9.550,5 not 9,550.5

Please note

Although some of the guidelines here may appear to concern minor details, adhering to them plays a key role in creating a uniform and effective corporate identity.

In certain context other rules may apply: in such cases, this must be clearly stated.

26 | 26Typography Volkswagen brand designConsolidated user guidance

Standards | Copyright and usage rights

When you download the Volkswagen typefaces, you will receive an individual workplace licence (for one computer). If you require multiple licences, you will need to order additional font files.

The use of these fonts is permitted only for work undertaken on behalf ofVolkswagen, work received from Volkswagen and for its third-party providers.The fonts are not licensed for any additional purposes. Any transfer of the fonts to third parties, i.e. individuals, companies and institutions apart fromVolkswagen AG and its service providers, is prohibited.

When you receive the fonts, you are entitled to make a single backup copy.No additional copies may be made. The fonts including the backup copy must be returned to Volkswagen AG upon termination of the contractual relationship between Volkswagen AG and the respective service provider.

VW Head and VW Text

© 2015All rights reserved by Volkswagen AG.Duplication, transfer to third parties, and resale prohibited.

Good to know

By using the Volkswagen fonts, you confirm that you accept these licensing guidelines. Please read the notes on this page on copyright and usage rights carefully.

Moving Frame


Section name

The moving frame forms a unit with our logo.

Moving FrameThe moving frame is a flexible design element which, together with our logo, defines our overall appearance.It allows a high degree of creative freedom and is easy to use.


Section name


Moving frameConstruction | Flexible logo position

Brand-defining combination

The moving frame forms a visual framework in which the logo is integrated. It is one of the most important design elements of the brand and should be used as often as possible.

The logo can be positioned at any point along the moving frame - wherever it is most visible and has the greatest impact.

Don'ts

Don't position the logo on any corner of the moving frame.


Moving frameConstruction | Use in the layout

The moving frame offers lots of creative freedom. Depending on the motif, it can be moved about within the layout as shown.

The task of the moving frame is to gather and highlight the central communicative contents.

The brand-defining link between the logo and moving frame is always maintained.

Good to know

The alternating positioning of the logo and proportions of the moving frame create a dynamic overall impression, which fits in well with our modern, digitally styled appearance.


Moving frameConstruction | Reduced moving frame

3D: Moving frame 2D: Reduced moving frame

The moving frame is spanned over four sides in 3D applications.The logo therefore appears in combination with just one of the lines of the moving frame on the logo side of the 3D element.

This principle can also be transferred to 2D applications in the form of the reduced moving frame. It can be used both horizontally and vertically and positioned within the layout in the same way as the moving frame.

Just like the full moving frame, the reduced moving frame forms a flexible unit together with the logo.


Moving frameConstruction | Integration of the logo

The positioning of the logo and moving frame with respect to each other is strictly defined and never changed.

The logo is always positioned horizontally or vertically in the centre of the line of the moving frame, with the line broken around the logo based on a permanently defined value.

¼ a

½ a

½ a

¼ aa = logo diameter¼ a

¼ a

½ a½ a

a = logo diameter


Do not detach the logo from the moving frame Do not position the logo in the corner of the moving frame

Do not crop the moving frame

Moving frameConstruction | Dos and don’ts

1

Logo is positioned flexibly on the moving frame Flexible use of the moving frame Reduced moving frame

1 Design examples

The logo and moving frame always form a flexible unit and are always used together.

Don’ts

Do not use the logo and moving frame independently of one another.

2

2


Do not leave the moving frame blank Do not place the full communicative statement outside of the moving frame

Do not place the moving frame if the brand acts as the sender

Moving frameConstruction | Integration of text


Headline Boldand LightLusciis veres moto dollaut

Offi cips antius, conet opta sae explit elluptius assit volupt i onsedionse nempel magnis eations equosam simus ducips a cus quam hil mi, serumquam , nis reperer atiate doluptassit , evelli tatur suntia e volo eiusa es ea videligni. Omnisq u iatiaestia illatessi t.

Headline Boldand LightLusciis veres moto dollau t

Offi cips antius, conet opta sae explit elluptius assit volupt i onsedionse nempel magnis eations equosam simus ducips a cus quam hil mi, serumquam , nis reperer atiate doluptassit , evelli tatur suntia e volo eiusa es ea videligni. Omnisq u iatiaestia illatessi t.


Officips antius, conet opta sae explit elluptius assit volupti onsedionse nempel magnis eations equosam simus ducipsa cus quam hil mi, serumquam, nis reperer atiate doluptassit, evellitatur suntiae volo eiusa es ea videligni. Omnisqu iatiaestia illatessit.




Volkswagen brand design 17 | 35Basic elements20190523_MovingFrame_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

Examples

The moving frame always contains a communicative statement, and is omitted if the brand acts as the sender.

Don’ts

Do not leave moving frames blank or position the full communicative statement outside of the moving frame.

1

2

Communicative statement in the moving frame

Do not leave the moving frame blank Do not place the moving frame if the brand acts as the sender

Brand as sender without moving frame Subline and continuous text in the moving frame

1

2

Moving frameFunctionality | Examples and don’ts

Do not place the full communicative statement outside of the moving frame







Examples

The moving frame always contains a communicative statement, and is omitted if the brand acts as the sender.

Don’ts


1

2

Communicative statement in the moving frame

Do not leave the moving frame blank Do not place the moving frame if the brand acts as the sender

Brand as sender without moving frame Subline and continuous text in the moving frame

1

2

Moving frameFunctionality | Examples and don’ts

Do not place the full communicative statement outside of the moving frame

1

2

Communicative statement in the moving frame Subline and continuous text in the moving frame Brand as sender without moving frame

1 Examples

The moving frame always contains a communicative statement, and is omitted if the brand acts as a sender.

Don’ts


2


1 The moving frame and logo always form a unit and are always the same colour, chosen from the primary colours of our brand.

White

The white logo with white moving frame is always the first choice – in all applications.

Additional colour versions

If the white logo with white moving frame is not set off from the background sufficiently, we use logo and moving frame either inVW Dark Blue or in VW Light Blue.

Don’ts

Do not use more than one colour for logo and moving frame. The logo in the moving frame must not be replaced by any other element.

Do not use two different colours for the logoand moving frame

Do not use typography instead of the logo Do not use icons or images instead of the logo

Moving frameColours | Overview


Examples

The logo and moving frame always form a colour unit in the primary colours of our brand.

Don’ts



1

2


Do not use two different colours for the logo and moving frame

Moving frameColours | Examples and don’ts


1

2

1

2

17



Examples


Don’ts



1

2





1

2

1

2

17



Examples


Don’ts



1

2





1

2

1

2

17



Examples


Don’ts



1

2





1

2

1

2

17


1

2

2

White on VW Dark Blue VW Dark Blue on White VW Light Blue on White


Moving frameBackground | Monochrome backgrounds





If the moving frame is used on monochrome backgrounds, we use the primary colours VW Dark Blue, VW Light Blue and White.

Please note



VW Dark Blue on White White on VW Dark Blue White on VW Light Blue


If the moving frame is used on monochrome backgrounds, we use the primary colours VW Dark Blue,VW Light Blue and White.

Please note







Please note








Please note








Please note




The logo and moving frame are used on monochrome backgrounds or low-contrast calm images. The different logo colours allow different variants in this case too.

Logo and moving frame in White and VW Dark Blue

The logo and moving frame look best in White when used in images.Make sure when positioning both that there is adequate contrast and a calm background. VW Dark Blue version is used on light backgrounds.

Logo and moving frame in VW Light Blue


Don’ts

Do not use the logo and moving frame on high-contrast or busy backgrounds. Likewise, do not place the logo over important product features or faces.

Minimum logo size and proportion with respect to moving frame disregarded

Insufficient contrast with respect to image Product feature covered or Image background too busy/too contrasting

Moving frameBackground | Background images

1

2

1

2


The logo and moving frame can also be used on image backgrounds. The different logo colours allow different variants in this case too.


The logo and moving frame look best in white when used in images.Make sure when positioning both that there is adequate contrast and a calm background. VW Dark Blue version is used on light backgrounds.



1

2

Moving frameBackground | Image backgrounds

White on dark image


VW Dark Blue on light image

1

2

1

2







1

2


White on dark image



1

2


Moving frameBackground | Examples and don’ts

Examples

The logo and moving frame are used on monochrome backgrounds or low-contrast calm images.

Don’ts


1

2

White on monochrome VW Dark Blue background White on calm dark background image VW Dark Blue on calm bright background image

Insufficient contrast with respect to image Image background too busy/too contrasting Product feature covered Minimum logo size and proportion with respect to moving frame disregarded

1

2


Moving frameBackground | Examples and don’ts

Examples

The logo and moving frame are used on monochrome backgrounds or low-contrast calm images.

Don’ts


1

2

White on monochrome VW Dark Blue background White on calm dark background image VW Dark Blue on calm bright background image

Insufficient contrast with respect to image Image background too busy/too contrasting Product feature covered Minimum logo size and proportion with respect to moving frame disregarded

1

1

2

3

2

3

White on dark image VW Dark Blue on light image VW Light Blue on dark image

1

2

1

2







1

2


White on dark image




Moving frame Layout design | Line thickness

2

1

1

2

Line thickness in digital applications

Logo diameter 32 px 48 px 64 px 80 px 96 px 112 px 128 px 144 px 160 px

Line thickness 2 px1 2 px1 2 px1 2 px2 3 px 3 px2 4 px 4 px2 5 px

Line thickness in print applications

Logo diameter 6 mm 9 mm 13 mm 18 mm 26 mm 36 mm 51 mm 72 mm 215 mm

Line thickness 1 pt1 1 pt1 1 pt1 1.35 pt 2 pt 2.7 pt 3.8 pt 5.4 pt 16pt

The line thickness of the moving frame is dependent on the logo diameter and is strictly defined for all digital and print applications.

Digital applications

The diameter of the logo divided by 32 equals the line thickness in px.

Example calculation:

Logo diameter = 64 pxLine thickness = 64 : 32 = 2 px

Print applications

The diameter of the logo multiplied by a factor of 0.075 equals the line thickness in pt. The minimum line thickness in 1 pt.

Example calculation:

Logo diameter = 18 mmLine thickness = 18 x 0.075 = 1.35 pt

Logo diameter in px : 32 = line thickness in px

Logo diameter in mm × 0.075 = line thickness in pt


Moving frameLayout design | Moving frame

1 Type area

The type area borders derive from the standard logo size 1 for all applications and are always circumferentially ¾ of the logo diameter.

Placement in the layout

The moving frame is always constructed within the type area and can move freely within the layout.

Please ensure that the logo does not protrude from the type area border.

Integration of the logo

The distance of the moving frame is always ¼ of the logo diameter.The spacing between the logo and the corner must always be at least one whole logo diameter.

Text spacing

The text is positioned at a distance of at least half of the logo diameter from the moving frame (both inside and outside). The logo’s protected zone must be observed.

2

3

4

Type area border = ¾ a


Distance of text from frame = ½ a

Logo diameter = a

Protected zone around logo = ½ a


Officips antius , conet opta sae explit elluptius assit volupti onsedionse nem pel magnis eations equosam. Omnisqu iatiaestia illatessit.

¾ a½ a¾ a ¼ a ¼ a a

a

1 2 4

3


Moving frameLayout design | Reduced moving frame

1 Type area

The type area borders derive from the standard logo size 1 for all applications and are always circumferentially ¾ of the logo diameter.

Placement in the layout

The reduced moving frame is above/below (vertical orientation) respectively right/left (horizontal orientation) always bled off. It never ends at the type area borders.

Please ensure the logo does not protrude from the type area border.

Integration of the logo

The spacing of the Moving Frame is always ¼ of the logo diameter.The spacing between logo and format border has to be minimum1¼ of the logo diameter.

Text spacing

The text has a spacing of minimum½ of the logo diameter to themoving frame. The protected zoneof the logo has to be adhered.



Logo diameter = a

Protected zone around logo = ½ a

¾ a¾ aa ½ a


Officips antius, conet opta sae explit elluptius assit volupti onse dionse nempel magnis eations equosam. Omnisqu iatiaestia illatessit.

1 4

2

2


Officips antius, conet opta sae explit elluptius assit volupti onsedionse nem pel magnis eations equosam. Omnisqu iatiaestia illatessit.

1

¾ a

4

2 23

¼ a ¼ a a

1¼ a

3

4

2


Moving frameLayout design | Special formats

1

3

2

Aspect ratio (f : g) 1 : 1 to 1:1.7

Aspect ratio (f : g) 1 : 1.7 to 1:2.5

Aspect ratio (f : g) 1 : > 2.5

The logo size in special formats depends on the aspect ratio (independently of the format dimensions):

1 Logo with moving frame

If the aspect ratio is 1:1 to 1:1.7, the logo size measures 8.5% of the shorter side of the format (standard rule).

If the aspect ratio is 1:1.7 to 1:2.5, the logo size measures 12% of the shorter side of the format.

If the aspect ratio is larger than1:2.5, no moving frame is included.In this case, feel free to choose the logo size that best suits the format and purpose.

Logo without moving frame

Choose the logo size that best suits the format and purpose.

2

3

f

= 8.5 % of f = 8.5 % of f

f

g g

= 12 % of f = 12 % of f

f

g

No moving frame

Logo size can be freely selected

g g


Moving frameLayout design | Application examples

Headline BoldHeadline LightSubline Bold lorem ipsum

Officips Mantius, conet opta sae explit elluptius assit volupt quam hil, serumquam, doluptasit, videligni. Omnisqu illates.

Headline BoldHeadline LightSubline Bold

Officips Mantius, conet optasae explit assit volupt onsedioempel magnis eations equosam ducip. Omnisqu illates. Headline Bold

Headline Light

Headline LightHeadline Bold


Moving frameLayout design | Examples with reduced moving frame

Headline BoldHeadline LightSubline Bold lorem ipsum

Officips Mantius, conet opta sae explit elluptius assit volupt quam hil, serumquam, doluptasit, videligni. Omnisqu illates.

Headline BoldHeadline LightSubline Bold

Officips Mantius, conet optasae explit assit volupt onsedioempel magnis eations equosam ducip. Omnisqu illates. Headline Bold

Headline Light

Headline LightHeadline Bold


Moving frameLayout design | Examples with reduced moving frame

Headline LightHeadline BoldSubline Bold

Officips Mantius, conet opta sae explit elluptius assit volupt onsedionse nempel magnis eations equosam simus ducipsa cus quam hil mi, serumquam, nis reperer atiate doluptasit, evellitatur suntiae videligni. Omnisqu illates.

Headline BoldHeadline LightSubline Light lorem ipsum simus

Officips Mantius, conet opta sae explit elluptius assit volupt onsedionse nempel magnis eations equosam simus ducipsa cus quam hil mi, serumquam, nis reperer doluptasit, evellitatur suntiae videligni. Omnisqu illates.

Topline

Headline BoldHeadline Light

Topline lorem ipsum

Headline BoldHeadline LightOfficips Mantius, conet opta sae explit elluptius assit volupt quam hil, serumquam, doluptasit, videligni. Omnisqu illates.


Moving frameLayout design | Examples

Headline LightHeadline BoldSubline Bold

Officips Mantius, conet opta sae explit elluptius assit volupt onsedionse nempel magnis eations equosam simus ducipsa cus quam hil mi, serumquam, nis reperer atiate doluptasit, evellitatur suntiae videligni. Omnisqu illates.

Headline BoldHeadline LightSubline Light lorem ipsum simus

Officips Mantius, conet opta sae explit elluptius assit volupt onsedionse nempel magnis eations equosam simus ducipsa cus quam hil mi, serumquam, nis reperer doluptasit, evellitatur suntiae videligni. Omnisqu illates.

Topline

Headline BoldHeadline Light

Topline lorem ipsum

Headline BoldHeadline LightOfficips Mantius, conet opta sae explit elluptius assit volupt quam hil, serumquam, doluptasit, videligni. Omnisqu illates.


Moving frameLayout design | Examples


Do not place the logo outside of the type area Do not place the full communicative statement outside of the moving frame

Do not exceed the maximum scaling size

Moving frameLayout design | Don’ts

Lusciis veres moto dollaut.









Do not place the logo outside of the type area Do not exceed the maximum scaling sizeDo not place the full communicative statement outside of the moving frame

Do not detach logo from moving frame Do not position the logo in the corner of the moving frame Do not crop the moving frame






















Do not detach logo from moving frame Do not position the logo in the corner of the moving frame Do not crop the moving frameDo not detach logo from moving frame Do not position the logo in the corner of the moving frame Do not crop the moving frame


































Colours

The playful interaction of the three primary colours is a visually powerful portrayal of our brand.


ColoursBrand colours | Primary colours

WhiteWhite VW Dark Blue VW Light Blue

Volkswagen brand design 7 | 17Basic elements20190523_Colours_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

ColoursPrimary colours | Brand-defining colour trio

White, VW Dark Blue and VW Light Blue are the three primary colours of our brand.

The playful interaction is a consis-tent and visually powerful portrayal of our brand. Not all three colours have to be used in every application; what is important is the overall impression created.

Preference

Combinations with white are preferred. The combination of the two blue tones is consistent with the branding, but should only be used in exceptional cases.

1

2

1

2

VW Dark Blue VW Light Blue

1 1

2

White, VW Dark Blue and VW Light Blue are the three primary colours of our brand.

2 The playful interaction is consistent and a visually powerful portrayal of our brand. Not all three colours have to be used in every application; what is important is that the overall impression is created.

Preference

Combinations with white are preferred.

The combination of the two blue tones is consistent with the branding, but should only be used in exceptional cases.


Secondary colours are used to differentiate values in information graphics and also used for UX functions in digital applications. We never use them over large areas.

The blue secondary colours VW Lake Blue and VW Sky Blue are extensions of the primary colours VW Light Blue and VW Dark Blue.

The grey colour palette is tailored in terms of brightness and intensity to the blue colour palette. This means that both can be easily combined with one another.

Good to know

We defined other colours for use in digital media. Please see the corresponding guidelines for more information about their functional purposes and application.

ColoursBrand colours | Secondary colours

VW Lake Blue VW Sky Blue VW Tin Grey VW Light Grey

Example: pie chart Example: calendar

January February March

Lorem ipsum 1

Lorem ipsum 2

Lorem ipsum 3

Lorem ipsum 4

Lorem ipsum 5

Lorem ipsum 6

Lorem ipsum 7

Lorem ipsum 8Lorem

Lorem

Lorem

Lorem

Lorem

Lorem

Lorem

7

5

6

2

3

4

1

1 2 3 4 5 6 7 8 9 10 11 12


ColoursColour definition | Primary colours

Digital

RGB sRGB 255 | 255 | 255 0 | 30 | 80 0 | 176 | 240

Hexademical #ffffff #001e50 #00b0f0

Lab 100 | 0 | 0 12 | 8 | -34 67 | -21 | -43

Paint

RAL RAL 9016, Traffic white RAL Classic 5003 Sapphire blue RAL design 240 60 40

NCS NCS S 0300-N NCS S 6030-R80B NCS S 1060B

Oracal Oracal 010 white Oracal 050 Dark blue Oracal 053 Light blue

3M Scotchcal 3M Scotchcal 010 White 3M Scotchcal 724 Sapphire Blue 3m Scothchal 123 Light Blue

Print

PANTONE® coated - PANTONE 534 PANTONE 299

PANTONE® uncoated - PANTONE 289 PANTONE 2995

CMYK coated ISO Coated v2 (Fogra 39) 1 0 | 0 | 0 | 0 100 | 65 | 0 | 55 85 | 10 | 0 | 0

PSO Coated v3 (Fogra 51) 1 0 | 0 | 0 | 0 100 | 65 | 0 | 55 85 | 10 | 0 | 0

CMYK uncoated PSO Uncoated (Fogra 47) 1 0 | 0 | 0 | 0 100 | 65 | 0 | 45 90 | 0 | 0 | 0

PSO Uncoated v3 (Fogra 52) 1 0 | 0 | 0 | 0 100 | 65 | 0 | 40 90 | 0 | 0 | 0

CMYK Newspaper ISO Newspaper 26v4 (IFRA 26) 1 0 | 0 | 0 | 0 100 | 65 | 0 | 35 90 | 0 | 0 | 0

1 For further information and downloads of the colour profiles, refer to → www.eci.org → www.fogra.org

White VW Dark Blue VW Light Blue


ColoursColour definition | Secondary colours


Digital

RGB sRGB 0 | 130 |214 169 | 277 | 255 182 | 191 | 197 223 | 228 | 232

Hexademical #0082d6 #a9e3ff #b6bfc5 #dfe4e8

Lab 52 | -6 | -52 87 | -14 | -20 77 | -2 | -4 90 | –1 | –3

Paint

Oracal Oracal 084 Sky blue Oracal 056 Ice blue Oracal 074 Middle grey Oracal 072 Light grey

3M Scotchcal 3M Scotchcal 415 Sky Blue 3M Scotchcal 453 Soft Blue 3M Scotchcal 038 Traffic grey 3M Scotchcal 384/5 Light Grey

Print

PANTONE® coated PANTONE 2196 PANTONE 2905 PANTONE 429 PANTONE 427

PANTONE® uncoated PANTONE 2194 PANTONE 2905 PANTONE 429 PANTONE 427

CMYK coated ISO Coated v2 (Fogra 39)1 100 | 40 | 0 | 5 45 | 0 | 0 |0 10 | 0 | 0 | 25 5 | 0 | 0 | 15

PSO Coated v3 (Fogra 51) 1 100 | 40 | 0 | 5 45 | 0 | 0 | 0 10 | 0 | 0 | 25 5 | 0 | 0 | 15

CMYK uncoated PSO Uncoated v3 (Fogra 47)1 100 | 30 | 0 | 5 40 | 0 | 0 | 0 7 | 0 | 0 | 20 5 | 0 | 0 | 10

PSO Uncoated v3 (Fogra 52) 1 100 | 30 | 0 | 5 40 | 0 | 0 | 0 7 | 0 | 0 | 20 5 | 0 | 0 | 10

CMYK Newspaper ISO Newspaper 26v4 (Fogra 39)1 100 |30 | 0 | 5 40 | 0 | 0 | 0 7 | 0 | 0 | 20 5 | 0 | 0 | 10

VW Lake Blue VW Sky Blue VW Tin Grey VW Light Grey


ColoursColour definition | Signal colours

Digital

RGB sRGB 228 | 0 | 44 255 | 209 | 0 0 | 135 | 43

Hexademical #e4002c #ffd100 #00872b

Lab 49 | 75 | 46 86 | 6 | 86 49 | -47 | 39

Paint

Oracal Oracal 031 Red Oracal 022 Light yellow Oracal 068 Grass green

3M Scotchcal 3M scotchcal 720 Red 3M Scotchcal 2432/5 spring yellow

3M Scotchcal 722 Bright green

Print

CMYK coated ISO Coated v2 (Fogra 39)1 0 | 100 | 80 | 15 0 | 15 | 90 | 0 90 | 0 | 90 | 0

PSO Coated v3 (Fogra 51) 1 0 | 100 | 80 | 15 0 |15 | 90 | 0 90 | 0 | 90 | 0

CMYK uncoated PSO Uncoated v3 (Fogra 47)1 10 | 100 | 80 | 0 0 | 15 | 90 | 0 90 | 0 | 90 | 0

PSO Uncoated v3 (Fogra 52) 1 10 | 100 | 80 | 0 0 | 15 | 90 | 0 90 | 0 | 90 | 0

CMYK Newspaper ISO Newspaper 26v4 (Fogra 39)1 0 | 100 | 64 | 0 0 | 10 | 100 | 0 75 | 0 | 92 | 17


Red Yellow GreenThe traffic light colours are additional colours and are only used as signal generators. They do not determine the look and feel of the brand.

We use these colours to represent emission classes for example, or for control and alarm lights in the vehicle.

Imagery

The imagery is an expression of the brand attitude and reflects the core values. The aim is to inspire and surprise our audience.


ImageryOverview


ImageryGuiding principles | Imagery types

Cut-out product imagesStills and semi-stills

Storytelling imagesMoving images


Imagery Stills and semi stills | Examples


ImageryStills and semi-stills | Parameters

The application of these parameters is required in any piece of content. Depending on the campaign, the media format or target group, the parameters can be evaluated accordingly.

In the descriptions next to the specific parameters on the following pages, you can find a wide range of options for their usage.

If we do not show cars or people, we will concentrate more on the other remaining parameters to convey our imagery.

Using these parameters guarantees a consistent imagery. Whether we are dealing with technical pictures or emotional ones, with or without people and cars. They guide us through the entire visual expression of the Volkswagen brand.

On the left, you can find all parameters. The three keywords summarise the parameters’ purpose.

2.1 Stills and semi-stills | Introduction

Casting:Strong characters

Locations:Bold surroundings

Car perspectives:Freedom to shine

Colours:Energetic vibes

contemporary – relaxed – edgy

Styling:Powerful look

personality boosting – impactful – believable

perfectly imperfect – location aligned – fresh

present – honest – belonging

human centered – interactive – focused

adaptable – reduced – inviting

shaping – eye-guiding – clearly directed

large-area – focused – impactful

The application of these parameters is required in any piece of content. Depending on the campaign, the media format or target group, the parameters can be evaluated accordingly. In the descriptions next to the specific parameters on the following pages, you can find a wide range of options for their usage.




People and car interaction:

Real life

Car materialsand surfaces:

Authentic appearance

Light:Impactful sight

->

Index

12

Internal




















Real life




->

Index

12

Internal




















Real life




->

Index

12

Internal




















Real life




->

Index

12

Internal2.1 Stills and semi-stills | Introduction



















Real life




->

Index

12

Internal




















Real life




->

Index

12

Internal




















Real life




->

Index

12

Internal




















Real life




->

Index

12

Internal

Contemporary – Relaxed – Edgy

Human centred - Interactive - Focussed

Adaptable - Reduced - Inviting Shaping - Eye guiding - Clearly directed

Large area - Focussed - Impactful

Personality boosting -Impactful - Believable

Perfectly imperfect - Location aligned - Fresh

Present - Honest - Belonging


ImageryCar perspective | Examples


ImageryCar perspective | Parameters

Four of the eight defined parameters are relevant for staging just the car as a cut-out image.

They define the car in terms of perspective, materials, surfaces and light.

The images are used for reduced product visualisation such as the configurator or visualiser, as well as others. They can also be used for tactical campaigns or on other advertising channels.

Depending on the specific use of the pictures, the parameters can be evaluated differently compared to the use in emotional campaign pictures.

To connect cut-out product images with the emotional campaign motifs or to give them a stronger identity, we can add some colour. The colours are derived from the primary CI colour range or the car paint hue.

Casting Styling

People and car interaction

Locations

Light Colours

Car material and surfaces

Car perspective


ImageryMoving image | Examples


ImageryMoving image | Parameters

The imagery of moving images is defined by eight parameters.

These parameters must be applied to every piece of content. Depending on the idea, the media format or the target group, they can be weighted differently.

Our moving images tell a story and go beyond simply knowing the target groups and their lifestyles. As such the eight parameters are subordinate to the storytelling.

6.1 Moving images | Overview



Our moving images tell a story and go beyond simply showing the target groups and their lifestyles. As such the eight parameters are subordinate to the storytelling.


Styling:Personality boosting


Car perspectives:Perfectly imperfect




Pack shot:Real life

Colour-Grading:Energetic vibes

->

Index

80

Internal












Pack shot:Real life


->

Index

80

Internal












Pack shot:Real life


->

Index

80

Internal












Pack shot:Real life


->

Index

80

Internal6.1 Moving images | Overview











Pack shot:Real life


->

Index

80

Internal












Pack shot:Real life


->

Index

80

Internal












Pack shot:Real life


->

Index

80

Internal












Pack shot:Real life


->

Index

80

Internal


Imagery Storytelling | Examples


ImageryStorytelling | Parameters

To redefine the Volkswagen storytelling tradition through the lens of Vibrant Power, we have to keep in mind the following basic guiding principles.

7.1 Storytelling | Guiding Principles | Overview


Emotions: Powerful

and human

Attitude:Strong

point of view

Humour: Confident and warm

Impact:Powerful

Functional/ product films: Human product

stories

Structure:Strong start

Ideas: Big and simple

->

Index

100

Internal7.1 Storytelling | Guiding Principles | Overview


Emotions: Powerful

and human

Attitude:Strong

point of view


Impact:Powerful


stories



->

Index

100

Internal



Emotions: Powerful

and human

Attitude:Strong

point of view


Impact:Powerful


stories



->

Index

100

Internal



Emotions: Powerful

and human

Attitude:Strong

point of view


Impact:Powerful


stories



->

Index

100

Internal



Emotions: Powerful

and human

Attitude:Strong

point of view


Impact:Powerful


stories



->

Index

100

Internal



Emotions: Powerful

and human

Attitude:Strong

point of view


Impact:Powerful


stories



->

Index

100

Internal



Emotions: Powerful

and human

Attitude:Strong

point of view


Impact:Powerful


stories



->

Index

100

Internal

Icons

Our icons and our font design create a consistent image - both with our vehicles and at all other touch-points.

Our icons are used in the HMI in the car and also in digital applications.


Exciting inner shapes, dynamic curves Monolinear impression Adaptation of typographic elements

IconsDesign | Consistent appearance

Rounded corners, tapered ends

1 The style of the Volkswagen icons is largely inspired by the style of VW Head Light headline font. Icons and fonts thus forms a unit within the Volkswagen Corporate Design.

24

Golf

Volkswagen brand design 7 | 16Design principles 20190524_Icons_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

IconsStyle | Consistent appearance

The style of the Volkswagen icons is largely inspired by the style of the VW Head Light headline font. Icons and font thus form a unit within the Volkswagen Corporate Design.

Monolinear impression Adaptation of typographic elementsExciting inner shapes, dynamic curves


24

Golf


IconsStyle | Consistent appearance

The style of the Volkswagen icons is largely inspired by the style of the VW Head Light headline font. Icons and font thus form a unit within the Volkswagen Corporate Design.

Monolinear impression Adaptation of typographic elementsExciting inner shapes, dynamic curves



IconsDesign | Active/Inactive status

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Inactive Active

The active version is used when an icon is in its active state. There are three types of implementation in this respect:

Filled contours

Closed contours are filled and interior elements are shown inversely so as to create a flat impression.

Bold contours

Open contours that cannot be filled are made bold (line thickness of 7 px).

Combination of filled and bold contours

Both types can also be combined within an icon if appropriate.

Good to know

The icons are predominantly black or white. However, they can also assume other colours in-car and digital applications, in both active and inactive states.

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IconsStyle | Active/inactive status


Filled contoursClosed contours are filled and interior elements are shown inversely so as to create a flat impression.

Bolded contoursOpen contours that cannot be filled are bolded (line thickness of 7 px).

Combination of filled and bolded contoursBoth types can also be combined within an icon if appropriate.

Good to know

The icons are predominantly black or white. However, they can also assume other colours in-car and in digital applications, in both active and inactive states.

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Icons Design | Sizes and details

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Size L Size M Size S

1 Volkswagen icons come in three sizes: L, M and S. The style of the Volkswagen icons should be as simple as possible. Some icons nevertheless have a higher degree of complexity. Size S icons in particular should be as uncomplicated as possible. For example, the number of repetitive elements can be reduced, or places where elements coverage can be optimised by removing strokes.

All icons are based on an 80 x 80 pixel grid. There are three different icon sizes: L, M and S. Guide values are integrated in the grid for the respective sizes in order to create the icons correctly. They specify the recommended maximum sizes.

The Volkswagen icons consist of lines in a uniform line thickness within an icon size. The path of the lines is based on the pixel grid.

Fixed line thicknesses are defined for the three icon sizes. Size l has a line thickness of 3 px, M and S each have a line thickness of 2 px.

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IconsDesign | Line thicknesses


Fixed line thicknesses are defined for the three icon sizes. Size L has a line thickness of 3 px, M and S each have a line thickness of 2 px.

Size L Line thickness of 3 px

Size M Line thickness of 2 px

Size S Line thickness of 2 px

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IconsStyle | Pared-down style

Volkswagen icons come in three sizes: L, M and S

The style of the Volkswagen icons should be as simple as possible. Some icons nevertheless have a higher degree of complexity. Size S icons in particular should be as uncomplicated as possible. For example, the number of repetitive elements can be reduced, or places where elements converge can be optimised by removing strokes.












Line thickness of 3 px

Guide value for size L: 76 × 76 px Guide value for size M: 60 × 60 px Guide value for size S: 46 × 46 px




IconsDesign | Grid and icon sizes


Grid: 80 × 80 px, example: size M Guide value for size S: 46 × 46 px

Guide value for size L: 76 × 76 px

Guide value for size M: 60 × 60 px













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IconsDesign | Dos and don’ts

To ensure visual consistency in style across platforms, observe the examples shown here.

Do not use other fonts for typographic elements within an icon.

Do not use un-rounded corners without combining them with rounded corners.

Do not enhance designs by adding dispensable elements.

Icons that symbolise Volkswagen productsmust also be identifiable as such.

Three-dimensional perspectives should not be used.

Fills with non-brand colours are not envisaged.

Do not create circles without curve stress.

Do not create arrows without rounding.


IconsDesign | Examples and Don’ts





Do not create circles without curve stress. Do not create arrows without rounding.

Do not use unrounded corners without combining them with rounded corners.

Icons that symbolise Volkswagen products must also be identifiable as such.
















































































































Infographics

We have redesigned the information graphics to be more dynamic and have a greater contrast. Their style is now clearer and more striking.

Infographics have been redesigned to be more dynamic. The contrasting use of lines and areas is now a key feature.

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InfographicsStyle | Consistent appearance

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Tables Graphs Organisational Charts

The visual contrast between thin lines, thick lines and filled areas are part of the designed style.

Combining these elements is essential, because the high contrast between them creates strong brand recognition.

There are three different types of information graphics:

Graphs

Organisational Charts

Tables

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Volkswagen brand design 8 | 18Design principles20190524_InfoGraphics_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

Examples

The visual contrast between thin lines, thick lines and filled areas is part of the design style.


Information graphics and tablesDesign


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Lorem Lorem Lorem

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Lorem ipsumdolor sit amet

Ut quaernat

Ut quaernat

Ut quaernat

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Ut quaernat Ut quaernat

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Lorem 5-Lore 6-Lore 7-Lore 8-Lore

Tation ullamcorper 11,0 9,7 7,5 7,5

Molestie 6,5 6,1 3,6 5,3

Consectetuer adipiscing elit 8,1 7,4 9,3 6,0

Dolore eu feugiat 193 176 153 158

Facilisis at vero 5-Lore 6-Lore 6-Lore

1 Bus verrovi dioriam neseceatur aut omnimuscipit od et odi omni quibustem voluptam, ut faceptate estibus maio discit ut fugiae sincillesti2 Verrovi dioriam neseceatur aut omnimuscipit od et odi omni quibustem voluptam, ut faceptate estibus maio discit ut fugiae sincillesti3 Dioriam neseceatur aut omnimuscipit od et odi omni quibustem voluptam, ut faceptate estibus maio discit ut fugiae sincillesti


Graphs

Organisational charts

Tables

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Information graphics and tablesClassification

Graphs Organisational charts Tables


Examples





Examples





Examples





Examples





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Lorem Lorem Lorem

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Ut quaernat

Ut quaernat

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Molestie 6,5 6,1 3,6 5,3






Graphs


Tables

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Lorem Lorem Lorem

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Ut quaernat

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Molestie 6,5 6,1 3,6 5,3






Graphs


Tables

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1 For further information and downloads of the colour profiles, refer to → www.eci.org → www.fogra.orgType is black or white. Important sections can be highlighted with colour.

InfographicsStyle | Colours and typography

Digital

RGB sRGB 0 | 30 | 80 0 | 176 | 240 0 | 130 | 214 169 | 227 | 255 194 | 202 | 207 223 | 228 | 232

Hexademical #001e50 #00b0f0 #0082d6 #a9e3ff #c2cacf #dfe4e8

Lab 12 | 8 | -34 67 | -21 | -43 52 | -6 | -52 86 | -19 | -5 81 | -2 | -3 90 | -1 | -3

Print

CMYK coated ISO Coated v2 (Fogra 39) 1 100 | 65 | 0 | 55 85 | 10 | 0 | 0 100 | 40 | 0 | 5 45 | 0 | 0 | 0

CMYK uncoated PSO Uncoated (Fogra 47) 1 100 | 65 | 0 | 45 90 | 0 | 0 | 0 100 | 30 | 0 | 5 45 | 0 | 0 | 0

Digital

RGB sRGB 60 | 72 | 77 150 | 163 | 168

Hexademical #3c484D #96a3a8

Lab 30 | -4 | -5 66 | -4 | -4

Print

CMYK coated ISO Coated v2 (Fogra 39) 1 20 | 0 | 0 | 60 15 | 0 | 0 | 40

CMYK uncoated PSO Uncoated (Fogra 47) 1 25 | 0 | 0 | 55 20 | 0 | 0 | 40

Typeface Font size

Headline VW Head Bold 10–14 pt

Subline VW Head Regular 10–14 pt

Axis labels VW Text Bold 7–10 pt

Data values VW Text Regular 7–10 pt

Legend VW Text Bold 7–10 pt

Sources VW Text Regular 5 pt

Table strokes, graph axes and lines are black.

Primary application

The following colours are available for colouring data fields:

– VW Dark Blue (blue600)– VW Light Blue (blue200)– VW Lake Blue (blue300)– VW Sky Blue (blue100)– VW Tin Grey (grey200)– VW Light Grey (grey100)

Generally, the above-stated order is used within a graph.

Secondary application

If more than seven colours are required, you can use two defined grey hues.

Lines which lead to the graphs are given the respective graph colour.

Usage

All text elements are set in VW Head or VW Text. When selecting a font size, ensure that it follows hierarchical principles. For example, the headline must be larger than the sub-line.

Use the defined font sizes in all information graphics.

VW Dark Greygrey500

VW Dark Blueblue600

VW Light Blueblue200

VW Lake Blueblue300

VW Sky Blueblue100

VW Tin Greygrey200

VW Light Greygrey100

VW Stone Greygrey300

Primary application

Secondary application

Eye-catchers

New: Now available as the special Sound modelwith exclusive special equipment 1

For the best beats: Now available as the special Sound model

with exclusive special equipment 1

With exclusive special equipment 1

30 %

Starting 1st June at your favourite dealership.

New: Now available as the special Sound modelwith exclusive special equipment 1



With exclusive special equipment 130 %


The eye-catcher’s style is unfussy and consistent.

Fuel consumption in l/100 km: X.X – X.X city, X.X – X.X highway, X.X – X.X combined,CO₂ emissions in g/km: XXX – XXX combined.

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Jetzt: Mit dem neuen BeatsAudio Soundsystem!

Fuel consumption in l/100 km: X.X – X.X city, X.X – X.X highway, X.X – X.X combined,CO₂ emissions in g/km: XXX – XXX combined.

Lorem ipsumThe new Golf GTICera non nisciistrum que volupta taerferis dipsamentis et et aborecte et imiliae excessit audita pro officie nisseque accusam alique inveriti ut aut velent mos sed quiasse ditatem.

Jetzt: Mit dem neuen BeatsAudio Soundsystem!

Eye-catchers appear in digital and print media – for example, in web banners, in advertisements, in sales literature, on posters, in dialogue marketing or in presentations.


The eye-catcher is a rectangular shape without an outline.

The proportions of the sides may be freely chosen, depending on the application, quality of information and background image.

The size may likewise be freely chosen, depending on the background image and whether the additional information is to be presented strikingly or in a more restrained manner.

Rotations, distortions and rounded or bevelled corners are not permitted.

Eye-catchersDesign | Form, proportions and size

With exclusive

special equipment 1 With exclusive special equipment 1



Volkswagen brand design 7 | 21Design constants20190523_EyeCatchers_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

Eye-catchersDesign | Form

The eye-catcher is a rectangular shape without outline.


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No rotation No distortion No rounded or bevelled corners

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Rectangular shape Customisable proportions


New: No3w available as the special Sound modelwith exclusive special equipment 1




30 %


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Eye-catchersDesign | Colour definition

Digital

RGB sRGB 0 | 230 | 230 255 | 51 | 92

Hexademical #00e6e6 #ff335c

Lab 83 | -47 | -14 57 | 76 | 30

Paint

Oracal Oracal 055 Mint Oracal 041 Pink

Scotchcal 3M Scotchcal 600 Robin Egg Blue

3M Scotchcal 454 Pink

Print

PANTONE® coated PANTONE 630 PANTONE 2040

PANTONE® uncoated PANTONE 630 PANTONE 2040

CMYK coated ISO Coated v2 (Fogra 39)1 60 | 0 | 15 | 0 5 | 100 | 45 | 0

PSO Coated v3 (Fogra 51) 1 60 | 0 | 15 | 0 5 | 100 | 45 | 0

CMYK uncoated PSO Uncoated v3 (Fogra 47)1 60 | 0 | 15 | 0 5 | 100 | 45 | 0

PSO Uncoated v3 (Fogra 52) 1 60 | 0 | 15 | 0 5 | 100 | 45 | 0

CMYK Newspaper ISO Newspaper 26v4 (Fogra 39)1 60 | 0 | 15 | 0 5 | 100 | 45 | 0


VW Mint Blue VW Soft RedWe defined two colours for use in eye-catchers:- VW Mint Blue - VW Soft Red(Font colour: White)

It’s also possible to use the following primary colours:-White- VW Light Blue (Font colour: VW Dark Blue).

Important note

We prefer to use VW Mint Blue eye-catchers in digital media as other colours are already used for different functions.

All four colours are available for use in print applications.


Eye-catchersDesign | Colour application

Text colour

White, Black and VW Dark Blue text can be used to ensure contrast and impact is created.

Please note that VW Dark Blue text must not be used within the VW Soft Red eye-catchers and the text must not match the eye-catcher colour.

Background colour

VW Dark Blue, VW Light Blue and White backgrounds can be used to ensure contrast and impact is created.

Please note that VW Mint Blue eye-catchers must not be placed on a VW Light Blue background. Eye-catcher colours must also not match the background colour.

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Eye-catchersDesign | Text colour

On white

VW Dark Blue is used as text colour on white eye-catchers. To increase the contrast, black text may be used.

On VW Light Blue

White or VW Dark Blue is used as text colour on VW Light Blue eye-catchers. To increase the contrast, black text may be used.

On VW Soft Red

White or black is used as text colour on VW Soft Red eye-catchers.

On VW Mint Blue

VW Dark Blue or white is used as text colour on VW Mint Blue eye-catchers. To increase the contrast, black text may be used.

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Use white, VW Light Blue, VW Soft Red or VW Mint Blue for an eye-catcher on VW Dark Blue.

Use white or VW Soft Red for an eye-catcher on VW Light Blue.

Use VW Light Blue, VW Soft Red or VW Mint Blue for an eye-catcher on white.

Starting 1 June at your favourite dealership.









Eye-catchersDesign | Solid-colour background

Eye-catcher on VW Dark Blue Eye-catcher on VW Light Blue Eye-catcher on white

























































































































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Colour

Use White, VW Light Blue, VW soft Red or VW Mint Blue for an eye-catcher on dark or light images.

The choice of colour and the degree of contrast with the image can determine whether the eye-catcher appears strident or restrained.

Position

The eye-catcher can be freely positioned.

When positioning an eye-catcher, always ensure that no important product features or faces are covered.

Eye-catchersDesign | Positioning on images

Eye-catcher on dark image Eye-catcher on light image


Colour

Use white, VW Light Blue, VW Soft Red or VW Mint Blue for an eye- catcher on dark or light images.

The choice of colour and the degree of contrast with the image can determine whether the eye-catcher appears strident or restrained.

Position

The eye-catcher can be freely positioned.

When positioning an eye-catcher,always ensure that no important product features or faces are covered.

Eye-catchersDesign | Positioning on images









Eye-catcher on dark image Eye-catcher on light image


Eye-catchersDesign | Typography

Eye-catchers highlight a specific item of information

Too much information and no differentiation

The statement should be concise and simple

The text within eye-catchers is left aligned however, the construction of this is different from headlines and sub-lines. If using a complete sentence a full stop is recommended unless aesthetically problematic or unnecessary in the context.

Switching between different type styles is a characteristic feature of our brand communication, and it applies to eye-catchers too, but the bold and light styles may also be used on their own. Mixing bold and light style across lines should be avoided however can be used where necessary to highlight an important part of the message or, for example, a brand name. The regular style may also be used with smaller font sizes.

Font sizes should also be consistent within a sentence however a small font size can be used for secondary sentences as shown in the Beat it! example.

Don’ts

Multiple sentences and complicated constructions must be avoided in an eye-catcher.


Beat it!Now available with the BeatsAudio sound system

The text of the eye-catcher is left- aligned and set in VW Text Light and Bold.

The regular style may also be used with smaller font sizes, while VW Head in light and bold styles may also be used with larger font sizes.

Switching between type styles is a characteristic feature of our brand communication, and this applies to eye-catchers too, but the bold and light styles may also be used on their own.

Spacing and font sizes may be freely chosen. When using multiple font sizes, always ensure clear differenti-ation between them.

For the best beats:Now available as the special Sound modelwith exclusive special equipment1


For the best beatsNow available as the special sound modelwith exclusive special equipment1



Beat it!Now available with the BeatsAudio sound system

The text of the eye-catcher is left- aligned and set in VW Text Light and Bold.

The regular style may also be used with smaller font sizes, while VW Head in light and bold styles may also be used with larger font sizes.

Switching between type styles is a characteristic feature of our brand communication, and this applies to eye-catchers too, but the bold and light styles may also be used on their own.

Spacing and font sizes may be freely chosen. When using multiple font sizes, always ensure clear differenti-ation between them.



For the best beatsNow available as the special sound modelwith exclusive special equipment1


For the best beats: Experience the new special Sound model with exclusive special equipment ¹ Starting 1 June 2019 at your favourite dealership.


Eye-catchers highlight a specific item of information. Therefore, the statement should always be concise, pithy and simple.

Avoid multiple statements, long sentences and complicated constructions in an eye-catcher.

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Pithy statement and differentiation by means of change in font style and size

Eye-catchersDesign | Information communication



Eye-catchersImplementation | Combination with moving frame

The eye-catcher may be positioned inside, outside or even on top of the moving frame.

It may even be positioned at the edge of the page.

The size may be chosen to be striking or restrained.

General points

Only one eye-catcher per page /subject.

The eye-catcher should disrupt the overall impression, but not destroy it. It should be striking but not dominant.

Always ensure that no important product features or faces are covered.

The eye-catcher is not intended to contain copy text:– No long sentences– Only one item of highlighted information


The eye-catcher may be positioned inside, outside or even on top of the moving frame.

It may even be positioned at the edge of the page.

The size may be chosen to be striking or restrained.

Eye-catchersImplementation | Combination with moving frame

General points

Only one eye-catcher per page/subject The eye-catcher should disrupt the overall impression, but not destroy it. It should be striking but not dominant. Always ensure that no important product features or faces are covered. The eye-catcher is not intended to contain copy text. – no long sentences – only one item of highlighted

information

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Now available as the special Sound model

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Beat it!Now available as the special Sound model

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Eye-catchersImplementation | Combination with reduced moving frame

The same principles apply when used in combination with the reduced moving frame:

– Free positioning allowed– Moving frame can be overlaid– Can be positioned in the bleed area– Bold or modest in size


The same principles apply when used in combination with the reduced moving frame:– free positioning allowed– moving frame can be overlaid– can be positioned in the bleed area– Bold or modest in size

Eye-catchersImplementation | Combination with reduced moving frame

Headline Lightand Bold

30 %

Headline Lightand Bold

Now available as the special Sound model Headline Bold

and Light Beat it!Now available as the special Sound model

Topline Bold

Headline Bold



Eye-catchersImplementation | Don’ts


















Eye-catchersImplementation | Don’ts

Do not cover any important vehicle features

Do not cover any faces Do not make it too large Do not use more than one eye-catcher per application

Do not place it too near to the logo or headline Do not use any other colours


Eye-catchersImplementation | Typography positioning

Instead of using an eye-catcher, offers and additional information can also be presented typographically.

The contents of the offer are set in the size of a sub-line. Position can be freely chosen.


Eye-catchersTypographic variant | Size and positioning

Instead of using an eye-catcher, offers and additional information can also be presented typographi-cally.

The contents of the offer are set in the size of a subline.→ also Basic elements | Typography switch beween bold/light styles | Topline, subline and Spacing

Position can be freely chosen.

Headline Boldand LightNow available as the special Sound model


Application


ApplicationBrand supplement | Overview

If individual lines of business, products, subsidiaries or Volkswagen partners are to be named as co-authors of the advertising, this is done with appropriate brand supplement.

The supplement can be implemented as a direct addition to the logo or as an application in relation to the moving frame.

The systematic use of design definitions helps to show the diversity of our brand and at the same time to guarantee uniform presentation.

Please note

In certain contexts, the brand supplement can stand alone on its own background. Direct reference to the brand logo must be ensured.

Volkswagen Brand Design 4 | 15Basic elements20190524_BrandSupplement_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

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If individual lines of business, products, subsidiaries or Volkswagen partners are to be named as co-authors of the advertising, this is done with an appropriate brand supplement.

The supplement can be implemented as a direct addition to the logo or as an application in relation to the Moving Frame.

The systematic use of design defini-tions helps to show the diversity of our brand and at the same time to guarantee uniform presentation.

Brand supplementOverview

Driving Experience

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Basic elements20190524_BrandSupplement_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019






Driving Experience


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Please note


Brand supplementDirect logo supplement | Examples of use

Driven by Volkswagen



Please note






Please note






Please note











Driving Experience


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Application Brand supplement | Single line design

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Font size

The maximum cap height is half the diameter of the logo, the minimum cap height is one third.

Distance from the logo

The minimum distance corresponds to the cap height in the chosen font size and can be extended horizontally.

Position and alignment

The direct logo supplement is always centred with respect to the logo: to the left, right or underneath.

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ApplicationBrand supplement | Two line design

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1 Font sizes

In the case of two-line supplements, the maximum cap height is one third of the diameter of the logo, the minimum cap height is one quarter.

The height of the capitals or length of descenders in the copy must not extend beyond the inside edges of the logo. Otherwise the line spacing is 110%.

Distance from the logo

The minimum distance corresponds to the cap height in the chosen font size and can be extended horizontally.

Position and alignment

The direct logo supplement is always centred with respect to the logo: to the left, right or underneath.

Type is set flush left for two-line supplements, centring is aligned with the longer line if they are arranged vertically.

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Brand supplement may not be set exclusively in VW Head Light.

It is not generally envisaged that copy will be set in caps.

The brand supplement may not exceed the size of the logo.

The brand supplement may not be placed outside the type area.

ApplicationBrand supplement | Don’ts

1 1

3

3

2

2

4

4

Service

DRIVING EXPERIENCE

DrivingDriving Experience


Application Brand supplement | Application with moving frame

Driving Experience

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The best use of the brand supplement is a combination with the moving frame.

Typography

The supplement is set in VW Head Bold, any second line in VW Head Light. The colour of the type is always identical to that of the logo, and the height of the capitals is between ½ and ⅓ of the diameter of the logo.

Position

The brand supplement is positioned either above or below the moving frame. The distance is half the diameter of the logo. The brand supplement is always aligned flush left with the headline. The logo therefore is to be placed the other side of the moving frame.

Vertical alignment

In the case of a reduced Moving frame in vertical alignment, the brand supplement is always placed at the top or the bottom edge of the print area. The flush left alignment with the headline remains unchanged.

Horizontal alignment

With horizontal alignment, the brand supplement is aligned flush left with the headline with half a logo diameter space above or below the Moving frame (always on the other side of the headline).

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Driving Experience


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Driving Experience

1

1

2

2

3

3


ApplicationBrand supplement | Application examples

The brand supplement aligns with the moving frame and moves freely within the layout with the frame.


Brand supplementApplication with reduced Moving Frame | Examples of use


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Driving Experience


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Driving Experience

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Driving Experience


The brand supplement is aligned with the Moving Frame and moves freely within the layout with the frame.

Brand supplementApplication with Moving Frame | Examples of use

Driving Experience


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Driving Experience


Loremipsum dolor

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Volkswagen brand design 22 | 52Digital media20190523_Social_Media_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

Social MediaFacebook | Profile picture

Profile picture (desktop view)

Profile picture (mobile view)

Profile picture in a post (desktop view)

Profile picture in a comment

For the profile picture for Facebook a square format is needed. The scaling to final size is made by Facebook automatically. For the optimal format size for the upload please refer to the help pages of Facebook.

The profile picture will be implemented fully bled, as a pixel graphic with a white background.


Social MediaInstagram | Profile picture

Profile picture for feed (desktop view)

Profile picture for post (mobile view)

Profile picture for feed (mobile view)

Profile picture for story (mobile view)

For the profile picture for Instagram a square format is needed. The scaling to final size is made by Instagram automatically. For the optimal format size for the upload please refer to the help pages of Instagram.

The profile picture will be imple-mented fully bled, as a pixel graphic with a white background.

Volkswagen Brand Design 10 | 15Motion | Logo ending20190524_Logo-Ending_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

31 2 There are two short versions: with and without the brand voice. Both are used exclusively for very short content.

Version with brand voice

The final scene of the film dissolves into the logo together with a black background. The brand voice is heard without the sound logo.

In contrast to the standard version, the logo does not scale and only lights up very briefly. The sequence runs to approx. 1.8 seconds.

You will find the templates here: → Motion | Logo ending | Contacts

The logo and the fade to black are quickly estab-lished over the running footage.

Both become stronger. The brand voice is heard. The logo is on a black background.

Short versionVersion with brand voice


Instagram places several elements on stories, which are positioned either along the top edge or in the lower right-hand corner. The specifics of the display depend on the operating system installed on the mobile end device (iOS or Android). Brand signals such as the moving frame would compete with existing GUI elements and therefore cannot form a part of photos and videos featured in stories.

Social MediaInstagram | Story

iOS (mobile view) Android (mobile view)


31 2 There are two short versions: with and without the brand voice. Both are used exclusively for very short content.

Version with brand voice

The final scene of the film dissolves into the logo together with a black background. The brand voice is heard without the sound logo.

In contrast to the standard version, the logo does not scale and only lights up very briefly. The sequence runs to approx. 1.8 seconds.


The logo and the fade to black are quickly estab-lished over the running footage.

Both become stronger. The brand voice is heard. The logo is on a black background.

Short versionVersion with brand voice










Banner (desktop view)

Banner (TV view)

Banner (tablet view) Profile picture for channel page (mobile view)

Banners have a predefined width of 970 px – the height can vary between 0 and 150 px. It is possible to include individual brand elements and to add links to the Volkswagen website or particular areas of the website.

Image focus areaBanners on YouTube are cropped, so make sure that the focal point of the image is within the marked area (see image above left).

The desktop view is wider than the mobile view.

The mobile view is narrower and varies depending on the end device.

1

2

Social MediaYouTube | Banner

Image focus area

1 2


Banner (desktop view)

Banner (TV view)

Banner (tablet view) Profile picture for channel page (mobile view)

Banners have a predefined width of 970 px – the height can vary between 0 and 150 px. It is possible to include individual brand elements and to add links to the Volkswagen website or particular areas of the website.

Image focus areaBanners on YouTube are cropped, so make sure that the focal point of the image is within the marked area (see image above left).

The desktop view is wider than the mobile view.

The mobile view is narrower and varies depending on the end device.

1

2

Social MediaYouTube | Banner

Image focus area

1 2


1 2 3 4 In the short version without brand voice, the final scene of the film dissolves quickly into the logo to-gether with a black background.

Here as well, the logo does not scale and only lights up very briefly. At the end the URL appears. The sequence runs to approx. 1.8 seconds.

This version is also used exclusively for very short content.


For the URL, an additional adjustable template is available.

Short versionVersion with no brand voice (with URL)

The URL appears with a hard cut.The logo and the fade to black are quickly established over the run-ning footage.

Both become stronger. The logo is on a black background.


YouTube positions several icons on the video thumbnails. These are located on the right half of the thumbnail or are spread across the entire area. In addition, the title is placed in the top left-hand corner in some views.

We recommend positioning the logo on the lower left-hand side. To make sure that the logo is as visible as possible, images should have an uncluttered, monochrome background in the logo area.

We have provided a file to help ensure optimum display in video thumbnails.

Social MediaYouTube | Video thumbnails (preview images)

Video thumbnail Video thumbnail displayed as a link in another video

Thumbnail playlist with “Watch all” layer displayed on mouseover Video thumbnail with clock displayed on mouseover


Social MediaYouTube | Credits

At the end of the video, YouTubeoffers the option of linking to other videos. A subscribe button can also be included. Additionally, the title, automatic icons and the player components are displayed.

Black is the preferred background colour, but other backgrounds may be used. The linked videos and the subscribe button (= badge) are vertically centred.

Links displayed at the end of the video.

Links can also be positioned on other coloured backgrounds or images.

Links displayed on mouseover.


Social MediaYouTube | Credits

At the end of the video, YouTubeoffers the option of linking to other videos. A subscribe button can also be included. Additionally, the title, automatic icons and the player components are displayed.

Black is the preferred background colour, but other backgrounds may be used. The linked videos and the subscribe button (= badge) are vertically centred.

Links displayed at the end of the video.

Links can also be positioned on other coloured backgrounds or images.

Links displayed on mouseover.


YouTube positions several icons on the video thumbnails. These are located on the right half of the thumbnail or are spread across the entire area. In addition, the title is placed in the top left-hand corner in some views.

We recommend positioning the logo on the lower left-hand side. To make sure that the logo is as visible as possible, images should have an uncluttered, monochrome background in the logo area.

We have provided a file to help ensure optimum display in video thumbnails.

Social MediaYouTube | Video thumbnails (preview images)

Video thumbnail Video thumbnail displayed as a link in another video

Thumbnail playlist with “Watch all” layer displayed on mouseover Video thumbnail with clock displayed on mouseover


Video thumbnails in the preview Video in a post with video player displayed

Facebook positions several elements on the preview image of a video.

– In the centre of the image: the play icon (in some cases only upon mouseover)

– Above left: the video title (in system font only on preview images)

– Below right: the like and comment icons (only on preview images)

– Along the bottom edge: the player components (displayed upon mouseover during video playback)

Please ensure that you do not place text or brand signals in these areas.

Social MediaFacebook | Videos


Here are some examples of a Volkswagen Facebook profile being used in a way that complies with our corporate design.

Social MediaFacebook | Examples

Mobile view (IOs)

Desktop view

Mobile view (Android) Tablet view Volkswagen brand design 22 | 52Digital media20190523_Social_Media_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019









Further guidance available upon request for: Logo endings and social media

Application Other applications | Digital

Volkswagen brand design 21 | 27Advertising20190529_Ads_OoH_EN_v004Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

Advertisements and out-of-home mediaExamples | Advertisements

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Oriam es aliquam nienien tiamus aut pel in netaudi cusdandionet aces im harum acest quisti blaborem sim cumquidebit vent.

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volkswagen.de

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03

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2 Running headline

Light now

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6 Running headline

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Brightside

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4 Running headline

Nevermiss a turn


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Volkswagen brand design 15 | 23Print media20190529_BasicPackage_EN_v004Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

Images can be used in a range of different ways. They may be cropped, positioned within the type area, abutting or overlapping.

Cut-out product images are also possible.

When selecting images, keep our image style in mind.→ Basic elements | Imagery

Please see the guidelines on information graphics when incorporating them on inside pages.→ Design principles | Information graphics and tables

Basic packageInside pages | Images

Examples: A4 portrait format, A5 portrait format, A4 landscape format and long portrait format

Volkswagen Brand Design 8 | 9Digital Media20190524_OnlineAdvertising_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

Online AdvertisingSample layouts

The layouts opposite show examples of banners with and without Moving Frame or button.








Basic packageCover pages | Images

A on all sides bleed-off background image is part of all cover pages.

Our visual style enables a broad spectrum of images to choose from.

Subject typesWe prefer images featuring cars and people, but it’s possible to show just the car (no people) or just people (no car) if the shot is very expressive.

When cropping the car, be sure that the lines or details distinctive to this specific model are still clearly visible.

Further information about image style: → Basic elements | Imagery

In exceptional cases, a coloured bleed-off background in VW Dark Blue or VW Light Blue can be used instead of a background image.

1

2

1

2

Headline Bold and Light


Be here now

Future magazine


Future proven

Future proven

Life in the fast lane

Developing the future


Bold move


The wide range of imagery, the flexible use of the logo and the moving frame, and the flexible headline design enable a diversity of design across all formats.

Basic packageCover pages | Diverse design

Be here now

Future magazine


Future proven

Future proven




Bold move


The wide range of imagery, the flexible use of the logo and the moving frame, and the flexible headline design enable a diversity of design across all formats.

Basic packageCover pages | Diverse design

Future proven



Future magazine


Everyone is invited

volkswagen.de

volkswagen.de

volkswagen.de

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Only in exceptional cases may other elements be used on cover pages.

Subline/topline

A subline or topline always forms a visual unit with a headline.→ Basic elements | Typography | Application | Headline, topline, subline

Eye-catchers

Eye-catchers are used to draw attention to special information.→ Design principles | Eye-catchers

URLs and social media links

The URL is placed outside the moving frame in the publication’s body text font size.

Social media links are also placed outside the moving frame. They are displayed as icons in approximately twice the body text font size.

Basic packageCover pages | Other elements

Examples: A4 portrait format, A4 landscape format, long landscape format, A5 landscape format and A6 portrait format








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Basic packageCover pages | Images

A on all sides bleed-off background image is part of all cover pages.

Our visual style enables a broad spectrum of images to choose from.

Subject typesWe prefer images featuring cars and people, but it’s possible to show just the car (no people) or just people (no car) if the shot is very expressive.

When cropping the car, be sure that the lines or details distinctive to this specific model are still clearly visible.

Further information about image style: → Basic elements | Imagery

In exceptional cases, a coloured bleed-off background in VW Dark Blue or VW Light Blue can be used instead of a background image.

1

2

1

2



See merolling

01




02

03



2 Running headline

Light now
































6 Running headline



Brightside


Running headline 7



4 Running headline

Nevermiss a turn

















Running headline 5












































Future proven



Future magazine


Everyone is invited

volkswagen.de

volkswagen.de

volkswagen.de







Subline/topline


Eye-catchers







Future proven



Future magazine


Everyone is invited

volkswagen.de

volkswagen.de

volkswagen.de







Subline/topline


Eye-catchers







See merolling

01




02

03



2 Running headline

Light now
































6 Running headline



Brightside


Running headline 7



4 Running headline

Nevermiss a turn

















Running headline 5















































Volkswagen Brand Design 18 | 20Advertising Materials20190524_AdvertisementMaterials_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

ExamplesMerchandising

Merchandising items are promotion-al in nature and are characterised by the quality you would expect from Volkswagen.

The colour scheme of the items is always based on the primary colours.

Please use the logo in a striking manner.


Further guidance available upon request for: Online advertising, Advertisements and out-of-home media, Print media and Sales literature

Application Other applications | Advertising

Volkswagen Brand Design 4 | 6Dealer’s premises20190524_Name_Plates_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

NameplatesDescription

With our nameplates, you’ll be going into every meeting with a customer ideally prepared. Your engraved name and the brand logo are clearly legible on high-quality, brushed aluminium. Small details like these make you stand out as a brand ambassador.

If you wish, you can also have the name of your department engraved. Simply use the two-line alternative to do so. Depending on the length of the text, you will receive your name-plate in a length of 75 or 90 mm.

The temporary nameplates offer you additional flexibility as the lettering can be changed. Here the name and optionally the department name are printed on white paper and inserted into the clear plastic frame on the plate.

Your personal Volkswagen nameplate can be securely fastened to any piece of clothing in just a few simple steps, either with a safety pin or via a special magnetic fixture which is gentle even on sensitive fabrics.→ Order nameplates

Engraved nameplate, two lines Temporary nameplate, one line

Volkswagen Brand Design 9 | 16Office Equipment | Work templates20190523_OfficeEquipment_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

Formularfeld zum Anklicken

TemplatesInternal memos

These Word templates for internal corporate communications combine two applications in a single document: “Internal memos“ and “Notes“. If you double-click on the form field, a dropdown menu will appear, and here you can select the appropriate option (using the “Move” arrows).

Partnerfirmazweizeilig

Karl MustermannFunktionFunktion

T +49 5361 9 73467 [email protected] BeispielnameMusterstraße 100 10000 MusterstadtMusterland

Volkswagen brand design 48 | 55Business stationery20190524_Stationary_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

Positioning of the QR code

The QR code (quick response) is used to store data such as texts, images or URLs and depict the in-formation using a rasterised grid. Digital readers like smartphones, scanners or cameras register the matrix and corresponding software is used to interpret the stored con-tents. Texts and images can be shown immediately on a display and/or stored URLs can open the respective websites directly.

The more complex and larger the encrypted contents, the more com-plex and detailed the QR code matrix displayed. The maximum information content of a QR code is 23,624 bits, which means, for example, that 7,089 decimal digits or 4.296 alpha-numeric characters can be coded.

The legibility of a QR code depends on the contrast, display size and properties of the reader. A classic display of the matrix in black is recommended for integrating QR codes in business cards.

Business cardDesign | QR code


TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre Seite 1

Das ist der Titel

Das ist normaler Fließtext.

Das ist eine Hervorhebung fett.

– Das ist eine Aufzählung


Das ist eine Hervorhebung kursiv.

Das ist eine Bildunterschrift

Tabellenbeispiel

Tabellenkopf Tabellenkopf

Kategorie – Das ist eine Aufzählung

– Dass ist eine Aufzählung


Kategorie – Das ist eine Aufzählung. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed

diam nonummy nibh euismod aliquam erat volutpat.

– Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh

euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor sit

amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet

dolore magna aliquam erat volutpat. Duis autem vel eum iriure dolor in hendrerit in

vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero

eros et accpraesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.



Kategorie Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod

tincidunt ut laoreet dolore magna aliquam erat volutpat. Duis autem vel eum iriure dolor in

hendrerit in vulputate velit esse molestie consequatillum.

Form AV 87 - E - 5 04 Volkswagen AG. Alle Rechte vorbehalten. (PC)

Von

Org. Einh./Brieffach

Telefon

Telefax

E-Mail

Datum

Seitenanzahl

Interne Mitteilung

Betreff

Text Hinweis: Wird eine weitere Seite benötigt, die Tabelle bitte mit der KSU-Klassifikation kopieren, mit dem Cursor auf der 1. Seite auf den Fußzeilenbereich klicken und die Tabelle wieder einfügen.

An Karl Mustermann VW 700 123 45 123 45

karl.mustermann@ volkswagen.de

29. April 2019 1

TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre

© Volkswagen Aktiengesellschaft

TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre

Das ist der Titel Das ist der Untertitel

Das ist der Titel I Inhalt


TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre 1

Inhalt

Inhalt ........................................................................................................................................................................................ 1

Kapitel 1 (Überschrift 1) ........................................................................................................................................................... 1

Unterkapitel 1.1 (Überschrift 2) ....................................................................................................................................................... 1

Unterkapitel 1.1.1 (Überschrift 3) .................................................................................................................................................... 1





Unterkapitel 2.1.1.1 (Überschrift 4) ................................................................................................................................................. 1





Anlage XY zur ORL/OA XY | KSU 2.1 – 7 Jahre

Anlage XY zur ORL/OA XY

Titel der Anlage

Gültig ab: TT.MM.JJJJ [bei Neuerstellung oder inhaltlicher Änderung]

Letzte Änderung: TT.MM.JJJJ [nur bei redaktioneller Änderung]

Ersetzt OA vom: TT.MM.JJJJ [bei inhaltlicher Änderung]

Prozessverantwortliche Stelle: XYZ – OE Kürzel

Name: Name

Telefon: +49 561 9-12345

Herausgeber: Organisationsentwicklung Vertrieb, IT, Grundsätze – K-SO-3

Name: Name

Telefon: +49 561 9-12345

A = Auftrag; B = Beschluss; E = Empfehlung; F = Feststellung; I = Information; W = Wiederholung 1 von 1 Form-Nr. Orga 6 Volkswagen AG. Alle Rechte vorbehalten. (PC 01/2016) TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre

Protokoll Teilnehmer, Abteilung Verfasser Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung

Name Datum TT.MM.JJJJ Ort Ort

Thema Ergebnisse/Maßnahme/Kommentar Art Verantwortlich Termin Nr. Thema Ergebnisse/Maßnahme/Kommentar Art Name Datum


Text

TemplatesOverview

Digital templates are available for the following applications:– One-page publications– Multi-page publications– Minutes– Internal memos / Notes– Organisational guidelines– Spreadsheets– Binder spines

Logo

The logo has already been placed in all templates.

Fonts

The pre-formatted text in all templates is designed in the brand fonts VW Head Office and VW Text Office and can be simply overwritten with your own content.

Printing

The documents are printed on your standard printer. The design is exclusively black-and-white.

One-page publications Internal memos

Organisational guidelines

Multi-page publications

SpreadsheetsLogs

Binder spines


Dealership formsOverview

All dealership forms consist of fixed and variable information. The per-manent text on the preprinted form, which indicates the writing areas, is fixed. The variable information is the information that is added when completing the form by hand or overprinting it automatically. The designer must be familiar with the precise technical requirements, however, when composing the fixed information on the form. A variety of IT systems, which operate differently depending on the manufacturer and hardware, can be used to complete the form automatically.

When designing forms for dot-matrix printers, it should be remembered that many still use the inch system.

In addition, a minimum size of 60 x 37 mm must be maintained for the dealership stamp when creating stamp fields.

Sit amet, consectetue Sit amet, consectetue Erat volut

Erat Ut Ad Et

Erat volutpat Volutpat

Sit amet Sit amet Vel eum

Exercitation consectuer adisciping

Lorem dor sit amet, consectetuer elitsed Lorem dor sit amet, consectetuer adipiscing

Lorem dor sit amet, consectetuer adipiscing elitsed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat

Lorem dor sit amet, consectetuer adipiscing elitsed diam nonummy nibh euismod tincidunt ut laoreet dolore magna a erat veniam, quis nostrud exerci tation ullamcorper suscipit

Armet Euismod 123/4

Amet cons Ea Du Vulptate Lorem ipsum dolor sit

Magna aliquam elitsed minim

Adipiscing: Diam 1 (nibh) tincidunt, Diam 2 (erat) tincidunt, Diam 3 (nibh) tincidunt 3 J., veniam, Diam 4 (iriure )

29 Ullamcorper 30 Laborat 31 Volutpad Nonummy Ad minim Eismod^

Uismod tinci ut laoreet dolore aliquam volutpa

Tincidunt ut ullam corper uismod tinci ut laoreet dolore aliquam volut-pa

Laoreet doloremagna aliquam

Ullamcorper Quis nostrud

1 Amet 2 Aliquam 3 Ut laoreet 4 Elitsed diam 5 consectetuer

6 Enim ad 7 Enim ad 8 Aliquam 9 Ut laoreet 10 elitsed diam 11 consectetuer

12 Enim ad 13 Enim ad 14 Enim ad 15 Amet

16 Aliquam 17 Ut laoreet 18 Elitsed diam

19 Consectetuer 20 enim ad 21 enim ad

22 Aliquam 23 Ut laoreet 24 Diam 25 Consecter 26 enim ad

Enim ad Nonummy Ad minim 1 2 3 4 5 6

Ut wisi veniam 1 2 3 Nonummy

Laoret doloremag aliquam

Aliquam Ullamcorper quis nostrud

1 2 3 Elitsed diam

Aliquam ut adisciping nonummy

Eismod tiriam

Lorem dor sit amet, consectetuer adipiscing elitsed diam nonummy nibh euismod tincidunt ut lao-reet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl. Lorem dor sit amet, consectetuer adipiscing elitsed diam nostrud exerci tation ullamcorper suscipit lobortis nisl. Lorem dor sit amet, consectetuer adipiscing. Lorem dor sit amet, consectetuer adipiscing elitsed diam nonummy nibh euismod tincidun.

Tincidunt ut ullam corper litsed diam

ut laoreet elitsed diam consecter

Lorem dor sit amet, consectetuer adipiscing elitsed diam nonummy nibh euismod tincidunt ut lao-reet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. consectetuer adipiscing elitsed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip.

ut laoreet elitsed diam

Adipiscing: Diam 1 (nibh) tincidunt, Diam 2 (erat) tincidunt, Diam 3 (nibh) tincidunt 3 J., veniam, Diam 4 (iriure )

Adipiscing elitsed diam

Amet consectetuer Ea Du Vulptate Lorem ipsum dolor sit Aliquam volutpat Duis autem em Elitsed €

Ullamcorper

Amet

Erat volutpat

Exerci tation

Consectetuer

Tincidunt ut

Tincidunt ut Laoret

Lorem dor sit amet, consectetuer adipiscing elitsed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci.


TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre Seite 1

Das ist der Titel

Das ist normaler Fließtext.

Das ist eine Hervorhebung fett.



Das ist eine Hervorhebung kursiv.

Das ist eine Bildunterschrift

Tabellenbeispiel

Tabellenkopf Tabellenkopf


– Dass ist eine Aufzählung


Kategorie – Das ist eine Aufzählung. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed

diam nonummy nibh euismod aliquam erat volutpat.

– Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh

euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor sit

amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet

dolore magna aliquam erat volutpat. Duis autem vel eum iriure dolor in hendrerit in

vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero

eros et accpraesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.



Kategorie Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod

tincidunt ut laoreet dolore magna aliquam erat volutpat. Duis autem vel eum iriure dolor in

hendrerit in vulputate velit esse molestie consequatillum.

Form AV 87 - E - 5 04 Volkswagen AG. Alle Rechte vorbehalten. (PC)

Von

Org. Einh./Brieffach

Telefon

Telefax

E-Mail

Datum

Seitenanzahl

Interne Mitteilung

Betreff

Text Hinweis: Wird eine weitere Seite benötigt, die Tabelle bitte mit der KSU-Klassifikation kopieren, mit dem Cursor auf der 1. Seite auf den Fußzeilenbereich klicken und die Tabelle wieder einfügen.

An Karl Mustermann VW 700 123 45 123 45

karl.mustermann@ volkswagen.de

29. April 2019 1

TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre



Das ist der Titel Das ist der Untertitel

Das ist der Titel I Inhalt


TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre 1

Inhalt

Inhalt ........................................................................................................................................................................................ 1













Anlage XY zur ORL/OA XY | KSU 2.1 – 7 Jahre

Anlage XY zur ORL/OA XY

Titel der Anlage

Gültig ab: TT.MM.JJJJ [bei Neuerstellung oder inhaltlicher Änderung]

Letzte Änderung: TT.MM.JJJJ [nur bei redaktioneller Änderung]

Ersetzt OA vom: TT.MM.JJJJ [bei inhaltlicher Änderung]

Prozessverantwortliche Stelle: XYZ – OE Kürzel

Name: Name

Telefon: +49 561 9-12345

Herausgeber: Organisationsentwicklung Vertrieb, IT, Grundsätze – K-SO-3

Name: Name

Telefon: +49 561 9-12345

A = Auftrag; B = Beschluss; E = Empfehlung; F = Feststellung; I = Information; W = Wiederholung 1 von 1 Form-Nr. Orga 6 Volkswagen AG. Alle Rechte vorbehalten. (PC 01/2016) TT. Monat JJJJ Abteilung: xxxx-xx Original: Kl. xx.x – xx Jahre | Kopie: Kl. 0.1 – max. 2 Jahre

Protokoll Teilnehmer, Abteilung Verfasser Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung Teilnehmer, Abteilung

Name Datum TT.MM.JJJJ Ort Ort

Thema Ergebnisse/Maßnahme/Kommentar Art Verantwortlich Termin Nr. Thema Ergebnisse/Maßnahme/Kommentar Art Name Datum


Text

TemplatesOverview

Digital templates are available for the following applications:– One-page publications– Multi-page publications– Minutes– Internal memos / Notes– Organisational guidelines– Spreadsheets– Binder spines

Logo

The logo has already been placed in all templates.

Fonts

The pre-formatted text in all templates is designed in the brand fonts VW Head Office and VW Text Office and can be simply overwritten with your own content.

Printing

The documents are printed on your standard printer. The design is exclusively black-and-white.

One-page publications Internal memos

Organisational guidelines

Multi-page publications

SpreadsheetsLogs

Binder spines

Ihre Geschäftspapiere

Sehr geehrter Herr Mustermann,

Geschäftsdrucksachen haben auch in der Zeit neuer Kommunikationsplattformen einenhohen Stellenwert. In Anlehnung an die Corporate Identity von Firmen gelten sie auch inder Korrespondenz von Privatpersonen als das Corporate-Design-Produkt des Absendersschlechthin und geben seine Identität wieder. Nach der Gestaltungsvorgabe zum Beispieldurch den Gestalter gilt es in erster Linie festzulegen, welche Geschäftsdrucksachenbenötigt werden.

Mit Geschäfts- bzw. Visitenkarten, Grußkarten und eventuell Selbstklebe-Etiketten istder Auftrag meist schon abgeschlossen. Der Briefbogen und andere Formulare wie dasRechnungs- oder das Faxformular werden als Arbeitsmasken oder englisch „Templates“in digitaler Form erstellt und dienen dem Benutzer als Erfassungsformular auf dem Computer. Eingedruckt werden die Inhalte auf vorgedrucktes, lasertaugliches Geschäfts -papier zum Beispiel mit farbigem Logo. Die Umsetzung der Arbeitsmasken führen spezialisierte Firmen nach genauen typografi schen Vorgaben des Gestalters aus, zum Beispiel als Word-Dateien.

Mit freundlichen Grüßen

Hans Mustermann

Musterfi rmaZusatzHerrn Hans MustermannMusterstraße 12312345 MusterortMusterland

db 422. April 2016

VW 700-123 45-123 45

[email protected]

4. April 2016

Partnerfirma

Beispielname · Musterstraße 100 · 10000 Musterstadt · Musterland

Ihre Zeichen

Ihre Nachricht

Unsere Zeichen

Durchwahl

Telefax

E-Mail

Datum

PartnerfirmaMusterstraße 10010000 MusterstadtMusterlandTelefon +49 1234 1234567Telefax +49 1234 1234567E-Mail [email protected]

Geschäftsführer:Karl Mustermann

Amtsgericht MusterstadtHRB 1000

MusterbankBLZ 100 100 00Konto 100 10 10IBAN DE12 1234 5678 1234 5678 90BIC ABCDABA1012

Zusatzleistungzweizeiligmaximal dreizeilig

ZusatzleistungSpezifikationmaximal dreizeilig

Auxiliary Servicesspecificationmaximal triple-spaced






Hans Mustermann


db 422. April 2016

VW 700-123 45-123 45

[email protected]

4. April 2016

Partnerfirma


Ihre Zeichen

Ihre Nachricht

Unsere Zeichen

Durchwahl

Telefax

E-Mail

Datum













Hans Mustermann


db 422. April 2016

VW 700-123 45-123 45

[email protected]

4. April 2016

Partnerfirma


Ihre Zeichen

Ihre Nachricht

Unsere Zeichen

Durchwahl

Telefax

E-Mail

Datum









It is possible to use facsimile signa-tures. They are positioned left-justi-fied with respect to the text of the letter.

Make sure that the line spacing is set to “single” at the position where the facsimile signature is inserted. Other-wise, the signature will not be shown in full. The settings for the line spacing can be found in Word under “Format” > “Paragraph...”.

Letterhead paperOverprint (Word) | Facsimile signature

2

Volkswagen brand design 9 | 10Office20190523_Email-signature_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

Email signatureDigital templates

Digitale Vorlagen

Simply overwrite the desired version of the signature in the corresponding Word file with your own information and delete any unneeded lines.

Word template for employees

VW_E-Mail_Signature_Brand_de_en.zip

Word template for partnersVW_E-Mail_Signature_Part_de.zip

1

2

1

Word template for employees

Word template for partners

Legal notice

Text for the legal notice is generated automatically for Volkswagen employees. For email signatures outside the Volkswagen support system, please use the information from the official legal notice page: https://www.volkswagenag.com/en/meta/provider-identification.html

Date

Company no.

Phone

Fax

Email

Internet

Facebook

Partner company

Prospect_Company1Prospect_Company2Prospect_Company3Prospect_Company4ZIP code Prospect City

Company name 2 (line 1)Company name 2 (line 2)Company name 2 (line 3)Company name 2 (line 4)

Registered officeDistrict court sample cityRegister number

General partner:Company name 1Company name 2Registered officeDistrict court sample cityRegister numberFunction 1:Name 1Function 2:Name 2Function 3:Name 3Function 4:Name 4Function 5:Name 5

Tax numberTax ID

Additional notice 1Additional notice 2

Ludan dudit quateeles doluptatur+00 123 4567

Promotion logo

00 Month 000012345

+00 123 4567+00 123 4569

[email protected]

facebook.com/ partnercompany

Lorem ipsum dolores

Dear Sir or Madam,

Vit, volorum dolores minctemquunt millor molore, quo offi ctotatis alique nosa quedersancorum eosapel iciaspideria ea derferia quam harum untis estrum qui ulparunt, temagemfaccaepe et apitatur recum nost, cum faccum hit litenis essusan dicienis a sit mod miliscigllandae veriae pe porit aci solorem ratesti ssitatet, od que aut fuga. Nam reptatibustersedoluptat idenderiasit exceped quias ma niscit molor sitin nonseni hiligniae ellab ium etwagerum volorem olorese quaspe offi ciae. Em eume voluptas as es perum, volores arumumhet quaeptat aborumq uatusae si destrum exces eosam.

In re que nonserferum harcim event offi c te cum hilles de custium accus denit quiae Abos.Met ad quas enis ipiet, ut aspelendicil minvendandam re, temporat. It audanducidit quateeles doluptatur, sus earum haruptat.

Mque nonserferum

Alfons MustermannTitle, function

PS: Text_1 (70 characters)Text_2 (70 characters)Text_3 (70 characters)

Millor molore, quo offi ctotatis alique nosa quedersan

CompanyForename Surname123 Sample Street45678 Sample CityCountry

Partner company · 123 Sample Street · 45678 Sample City · Country

Extended letter

Voucher

Comitting isn’t easy, but you made the right choice when you picked a Volkswagen. To show our appreciation, we would like to offer you a special discount. We hope you enjoy your first adventure behind the wheel, and dream up some bigger ones to take in the future. Wherever the road leads, you can always count on us.

Visit your Volkswagen Service Partner or www.volkswagen.com and quote the code below.

Your personal response code is:

ABC123456789CBA

Dealer stamp

Buckle up and starta new adventure, it’s on us

The first treatof many to come

Letter flyer Postcard

Greatheights

Hello,

We send you this postcard from a special place: the heart of the Volkswagen family. It’s a family you’ll soon be part of once your own Volkswagen arrives, and we’re excited to have you join us. Are you curious to know what we’re up to and what we have planned? Visit magazine.volkswagen.com to flip through our Volkswagen Magazine stories.

Kind regards,

Surely power steering and plenty of horsepower are requirements for journeying up one of the highest, windiest roads in the Alps. Well, not exactly, as a new breed of technology shows how efficiency is driving to new heights.

Volkswagen NameSample Street 100 · 12345 Sample City

CompanyNameSample Street 10012345 Sample CityCountry

Design inevery detail

The new ID. Crozz

Partner company

Date

Company no.

Phone

Fax

Email

Internet

Facebook

Partner company





Tax numberTax ID



Promotion logo

00 Month 000012345

+00 123 4567+00 123 4569

[email protected]


Lorem ipsum dolores

Dear Sir or Madam,



Mque nonserferum






Lores ipsum DoloremUlparcie andellesto quiasten debitist ratem aciist erstefaccumquatem iunt reptata.– laces im niae iligend anditas – perion eium nonsedist escia sit– con reperro vitasi test ium que – volupta tiisciliquo temquia nos

Ferum eos et ipit fugiatque vernatur

Your contact:

Volkswagen partnerSample Street 10012345 Sample cityPhone +00 5361 9-12345Fax +00 5361 9-12345Email [email protected]

Dear Sir or Madam,

Vit, volorum dolores minctemquunt millor molore, quo offi ctotatis alique nosa quedersan corum eosapel iciaspideria derferia sit mod miliscig llandae veriae pe porit aci solorem ratesti ssitatet, od que aut fuga. Nam reptatibusterse doluptat idenderiasit as es perum, volores arumumh et quaeptat aborumq uatusae si destrum exces eosam.

Mque nonserferum


Your Volkswagen partnerCarl BondbauerSample Street 100, 12345 Sample city, Phone +00 5361 9-12345, volkswagen-partner.xyzKolorem ratesti ssitatet: Sample Street 100, 12345 Sample city, Phone +00 5361 9-12345

To the residents of the houseSample Street 10012345 Sample cityCountry

Lores ipsum Dolorem

Ulparcie andellesto quiasten debitist ratem aciist erste

faccumquatem iunt reptata.– laces im niae iligend anditas

– perion eium nonsedist escia sit– con reperro vitasi test ium que

– volupta tiisciliquo temquia nos


Your contact:

Volkswagen partnerSample Street 100

12345 Sample cityPhone +00 5361 9-12345

Fax +00 5361 9-12345Email [email protected]

Dear Sir or Madam,

Vit, volorum dolores minctemquunt millor molore, quo offi ctotatis alique nosa quedersan corum eosapel iciaspideria derferia sit mod miliscig llandae veriae pe porit aci solorem ratesti ssitatet, od que aut fuga. Nam reptatibusterse doluptat idenderiasit

as es perum, volores arumumh et quaeptat aborumq uatusae si destrum exces eosam.

Mque nonserferum


Your Volkswagen partnerCarl Bondbauer

Sample Street 100, 12345 Sample city, Phone +00 5361 9-12345, volkswagen-partner.xyzKolorem ratesti ssitatet: Sample Street 100, 12345 Sample city, Phone +00 5361 9-12345

To the residents of the houseSample Street 100

12345 Sample cityCountry


TemplatesMinutes

These Word templates can be used to minute discussions, appointments and meetings. All the key details such as participants, department, subject, results, etc. have been set up in the document in advance.

Tip

You can go to the grey-shaded text fields by pressing the F11 button or with the cursor and then overwrite them.

You generate lines for new topics by pressing the Tab button in the last column, and fields for additional participants by pressing Ctrl + Tab. Please select redundant participant fields and delete them.

Volkswagen brand design 11 | 33Print media | Dialogue marketing20190523_Dialogue_Marketing_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

Letter flyerOverview

The letter flyer has a space for a headline, preprinted postcard elements and brief letter on the front, as well as three offers with pictures on the back.

It is produced in A4 format as a tri-fold (210 x 100/100/97 mm).



Your contact:


Dear Sir or Madam,


Mque nonserferum




Golf Comfortline1,6 l TDI 85 kW (115 PS) 5-GangEZ 04/2017, 8.289 km, urspr. UVP des Herstellers 30.875,01 €

Das Finanzierungsbeispiel basiert auf einer jährlichen Fahrleistung von 10.000 km.

Fahrzeugpreis: 22.900,00 €Anzahlung: 6.862,23 €Nettodarlehensbetrag: 16.037,77 €Sollzinssatz (gebunden) p. a.: 0,99 %Effektiver Jahreszins: 0,99 %Laufzeit: 48 MonateSchlussrate: 11.837,48 €Gesamtbetrag: 16.589,48 €

48 mtl. Finanzierungsraten à 99,00 €4

Tiguan Trendline1,4 l TSI ACT 110 kW (150 PS) 6-GangEZ 06/2017, 6.569 km, urspr. UVP des Herstellers 37.514,01 €




Passat Variant Comfortline 4MOTION2,0 l TDI SCR 140 kW (190 PS) 6-Gang-DSGEZ 01/2017, 16.710 km, urspr. UVP des Herstellers 54.090,01 €



48 mtl. Finanzierungsraten à 149,00 €41 Die Garantie bis zum 5. Fahrzeugjahr gilt für ausgewählte Jahreswagen als Volkswagen Anschlussgarantie, für bis zu 36 Monate im Anschluss an die 2-jährige Herstellergarantie und – je nach individuellem Fahrzeug – bis zu einer maximalen Gesamt-fahrleistung von 100.000 km (Garantiegeber ist jeweils die Volkswagen AG, Berliner Ring 2, 38440 Wolfsburg). Gültig nur für Jahreswagen aus dem Bestand der Volkswagen AG. Weitere Voraussetzungen bzw. Beschränkungen der Garantie, insbesondere den Beginn der Garantielaufzeit, entnehmen Sie bitte den Garantiebedingungen unter www.volkswagen.de oder erfragen Sie bei uns. 2 Ein Angebot der Volkswagen Bank, GmbH, Gifhorner Str. 57, 38112 Braunschweig, für die wir als ungebundener Ver-mittler gemeinsam mit dem Kunden die für die Finanzierung nötigen Vertragsunterlagen zusammenstellen. Bonität vorausgesetzt. Gültig für Laufzeiten von 12 bis 48 Monaten und bis zum 30.06.2018 für ausgewählte Modelle aus dem Verkaufsbestand der Marke Volkswagen. Es besteht ein gesetzliches Widerrufsrecht für Verbraucher. Dieses und vergleichbare Fahrzeuge sind nur in begrenzter Stückzahl verfügbar. Nähere Informationen unter www.volkswagen.de oder bei uns. 3 Im Aktions zeitraum bis 30.06.2018 erhalten Sie bei Inzahlungnahme (Konzernfahrzeuge Audi, SEAT, ŠKODA, Porsche sind ausgeschlossen) lhres mindestens 4 Monate auf Ihren Namen zugelassenen alten Gebrauchtwagens und gleichzeitigem Kauf eines Jahreswagens eine modellabhängige Prämie von bis zu 3.000 €. Dieses Angebot gilt für ausgewählte Jahreswagen aus dem Bestand der Volkswagen AG und ist mit einer günstigen Finanzierung kombinierbar. Nähere Informationen erhalten Sie bei uns oder unter www.volkswagen.de. 4 Ein Angebot der Volkswagen Bank GmbH, Gifhorner Str. 57, 38112 Braunschweig, für die wir als ungebundener Vermittler gemeinsam mit dem Kunden die für die Finanzierung nötigen Vertragsunterlagen zusammenstellen. Bonität vorausgesetzt. Gültig für Laufzeiten von 12 bis 48 Monaten und bis zum 30.06.2018 für aktionsberechtigte gebrauchte Fahrzeuge der Marke Volkswagen Pkw mit EU5- und EU6-Dieselmotor aus dem Handelslager und dem Verkaufsbestand von Volkswagen sowie für aktionsberechtigte Volkswagen Pkw aus der Vermarktung der Volkswagen Leasing GmbH und Vehicle Trading International GmbH (ausgenommen ist der Phaeton, Mindestalter der Fahr zeuge 6 Monate ab Erstzulassung). Es besteht ein gesetzliches Widerrufsrecht für Verbraucher. Dieses und vergleichbare Fahrzeuge sind nur in begrenzter Stückzahl verfügbar. Nähere Informationen unter www.volkswagen.de oder bei uns. Abbildungen zeigen Sonderausstattungen gegen Mehrpreis.



Your contact:


Dear Sir or Madam,


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Your contact:




Dear Sir or Madam,



Mque nonserferum






Date

Company no.

Phone

Fax

Email

Internet

Facebook

Partner company





Tax numberTax ID



Promotion logo

00 Month 000012345

+00 123 4567+00 123 4569

[email protected]


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Dear Sir or Madam,



Mque nonserferum






Extended letter

Voucher

Comitting isn’t easy, but you made the right choice when you picked a Volkswagen. To show our appreciation, we would like to offer you a special discount. We hope you enjoy your first adventure behind the wheel, and dream up some bigger ones to take in the future. Wherever the road leads, you can always count on us.

Visit your Volkswagen Service Partner or www.volkswagen.com and quote the code below.

Your personal response code is:

ABC123456789CBA

Dealer stamp

Buckle up and starta new adventure, it’s on us

The first treatof many to come

Letter flyer Postcard

Greatheights

Hello,

We send you this postcard from a special place: the heart of the Volkswagen family. It’s a family you’ll soon be part of once your own Volkswagen arrives, and we’re excited to have you join us. Are you curious to know what we’re up to and what we have planned? Visit magazine.volkswagen.com to flip through our Volkswagen Magazine stories.

Kind regards,

Surely power steering and plenty of horsepower are requirements for journeying up one of the highest, windiest roads in the Alps. Well, not exactly, as a new breed of technology shows how efficiency is driving to new heights.

Volkswagen NameSample Street 100 · 12345 Sample City

CompanyNameSample Street 10012345 Sample CityCountry

Design inevery detail

The new ID. Crozz

Partner company

Date

Company no.

Phone

Fax

Email

Internet

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Partner company





Tax numberTax ID



Promotion logo

00 Month 000012345

+00 123 4567+00 123 4569

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Mque nonserferum






Volkswagen Brand Design 4 | 6Dealer’s premises20190524_Name_Plates_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

NameplatesDescription

With our nameplates, you’ll be going into every meeting with a customer ideally prepared. Your engraved name and the brand logo are clearly legible on high-quality, brushed aluminium. Small details like these make you stand out as a brand ambassador.

If you wish, you can also have the name of your department engraved. Simply use the two-line alternative to do so. Depending on the length of the text, you will receive your name-plate in a length of 75 or 90 mm.

The temporary nameplates offer you additional flexibility as the lettering can be changed. Here the name and optionally the department name are printed on white paper and inserted into the clear plastic frame on the plate.

Your personal Volkswagen nameplate can be securely fastened to any piece of clothing in just a few simple steps, either with a safety pin or via a special magnetic fixture which is gentle even on sensitive fabrics.→ Order nameplates

Engraved nameplate, two lines Temporary nameplate, one line

Volkswagen brand design 4 | 10Office20190523_Email-signature_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

Email signatureGeneral information

Comparable with the letterhead of a traditional letter, the email signature serves the purpose of fully identifying the sender. It is an integral component of our correspondence.

This guideline describes Volkswagen email signatures for external correspondence.Specific information within the email signature may vary due to local legal requirements.

First name, surnameOptional: function and/or subdepartment Department designation (A-BC-D/1)

Volkswagen AktiengesellschaftBrieffach 000/1234538436 Wolfsburg

T +49 5361 9 12345optional: M +49 1234 5123456optional: F +49 5361 9 5712345volkswagen.de

Volkswagen AktiengesellschaftRegistered Seat: WolfsburgCourt of Registry: Amtsgericht BraunschweigCommercial Register No.: 100484Chairman of the Supervisory Board: John DoeBoard of Management: John Doe (Chairman), John Doe, John Doe, John Doe, John Doe, John Doe, John Doe, John Doe, John Doe, John Doe

Important Notice: The above information is automatically added to this e-mail. This addition does not constitute a representation that the content of this e-mail is legally relevant and/or is intended to be legally binding upon Volkswagen Aktiengesellschaft.

Volkswagen brand design 11 | 33Print media | Dialogue marketing20190523_Dialogue_Marketing_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

Letter flyerOverview

The letter flyer has a space for a headline, preprinted postcard elements and brief letter on the front, as well as three offers with pictures on the back.

It is produced in A4 format as a tri-fold (210 x 100/100/97 mm).



Your contact:


Dear Sir or Madam,


Mque nonserferum




Golf Comfortline1,6 l TDI 85 kW (115 PS) 5-GangEZ 04/2017, 8.289 km, urspr. UVP des Herstellers 30.875,01 €




Tiguan Trendline1,4 l TSI ACT 110 kW (150 PS) 6-GangEZ 06/2017, 6.569 km, urspr. UVP des Herstellers 37.514,01 €




Passat Variant Comfortline 4MOTION2,0 l TDI SCR 140 kW (190 PS) 6-Gang-DSGEZ 01/2017, 16.710 km, urspr. UVP des Herstellers 54.090,01 €



48 mtl. Finanzierungsraten à 149,00 €41 Die Garantie bis zum 5. Fahrzeugjahr gilt für ausgewählte Jahreswagen als Volkswagen Anschlussgarantie, für bis zu 36 Monate im Anschluss an die 2-jährige Herstellergarantie und – je nach individuellem Fahrzeug – bis zu einer maximalen Gesamt-fahrleistung von 100.000 km (Garantiegeber ist jeweils die Volkswagen AG, Berliner Ring 2, 38440 Wolfsburg). Gültig nur für Jahreswagen aus dem Bestand der Volkswagen AG. Weitere Voraussetzungen bzw. Beschränkungen der Garantie, insbesondere den Beginn der Garantielaufzeit, entnehmen Sie bitte den Garantiebedingungen unter www.volkswagen.de oder erfragen Sie bei uns. 2 Ein Angebot der Volkswagen Bank, GmbH, Gifhorner Str. 57, 38112 Braunschweig, für die wir als ungebundener Ver-mittler gemeinsam mit dem Kunden die für die Finanzierung nötigen Vertragsunterlagen zusammenstellen. Bonität vorausgesetzt. Gültig für Laufzeiten von 12 bis 48 Monaten und bis zum 30.06.2018 für ausgewählte Modelle aus dem Verkaufsbestand der Marke Volkswagen. Es besteht ein gesetzliches Widerrufsrecht für Verbraucher. Dieses und vergleichbare Fahrzeuge sind nur in begrenzter Stückzahl verfügbar. Nähere Informationen unter www.volkswagen.de oder bei uns. 3 Im Aktions zeitraum bis 30.06.2018 erhalten Sie bei Inzahlungnahme (Konzernfahrzeuge Audi, SEAT, ŠKODA, Porsche sind ausgeschlossen) lhres mindestens 4 Monate auf Ihren Namen zugelassenen alten Gebrauchtwagens und gleichzeitigem Kauf eines Jahreswagens eine modellabhängige Prämie von bis zu 3.000 €. Dieses Angebot gilt für ausgewählte Jahreswagen aus dem Bestand der Volkswagen AG und ist mit einer günstigen Finanzierung kombinierbar. Nähere Informationen erhalten Sie bei uns oder unter www.volkswagen.de. 4 Ein Angebot der Volkswagen Bank GmbH, Gifhorner Str. 57, 38112 Braunschweig, für die wir als ungebundener Vermittler gemeinsam mit dem Kunden die für die Finanzierung nötigen Vertragsunterlagen zusammenstellen. Bonität vorausgesetzt. Gültig für Laufzeiten von 12 bis 48 Monaten und bis zum 30.06.2018 für aktionsberechtigte gebrauchte Fahrzeuge der Marke Volkswagen Pkw mit EU5- und EU6-Dieselmotor aus dem Handelslager und dem Verkaufsbestand von Volkswagen sowie für aktionsberechtigte Volkswagen Pkw aus der Vermarktung der Volkswagen Leasing GmbH und Vehicle Trading International GmbH (ausgenommen ist der Phaeton, Mindestalter der Fahr zeuge 6 Monate ab Erstzulassung). Es besteht ein gesetzliches Widerrufsrecht für Verbraucher. Dieses und vergleichbare Fahrzeuge sind nur in begrenzter Stückzahl verfügbar. Nähere Informationen unter www.volkswagen.de oder bei uns. Abbildungen zeigen Sonderausstattungen gegen Mehrpreis.



Your contact:


Dear Sir or Madam,


Mque nonserferum




Lores ipsum Dolorem





Ferum eos et ipit fugiatque vernaturYour contact:




Dear Sir or Madam,



Mque nonserferum







Lorem ipsum/Dolor sit amet consectetuer

Sit amet, consectetue

Amet Dolor Armet

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Armet Euismod 123/4

1

2

The logo must not be printed in colour on a coloured carbon copy. Instead, use the Black 1c variant of the logo.

Coloured vertical borders are posi-tioned at the right format border. The vertical border must not be positioned within the protected zone of the logo.

It is often necessary to use coloured carbon copies and vertical borders for production or organisational reasons. If colours can be redefined, they should come from the Volkswagen secondary colour climate. Tonal values can be used.

Coloured carbon copy

Coloured vertical borders

1

2

Dealership formsCarbon copies and vertical borders


Further guidance available upon request for: Office equipment, Price signs, Dialogue marketing, Email signatures, Business stationery and Name plates

Application Other applications | Business

15

->

Temporary Spaces

Experience

Building Blocks »Experience«

1

INTERNAL USE

121

->

Temporary SpacesExamples of Formats Pop-Up – Creating Space in Space

10

INTERNAL USE

105

->

Temporary SpacesCommunication in Vibrant Space Content – »Content Communication«

8

Definition of »Content Communication«

Contents are communicated at the second level. Communication is top-down: starting from a higher-level guiding principle in the sense of a communicative umbrella over defined theme areas through to specific content-related details.

Communicative umbrella: Guiding principle, e.g. a trade fair motto

Theme areas: Zoning based on specific themes and/or living environments, for example electric mobility, autonomous driving etc.

Details: Content coverage of walls, LED displays, exhibits, for example an exhibit for voice and gesture control

Trade fair motto on base wall Exhibits with communication

Campaign motto on content wallCampaign motto on content wall

INTERNAL USE

The new Tiguan Car dealership Lorem

loremipsum.de

The new up!

Car dealership Loremloremipsum.de

The new GolfCar dealership Lorem

loremipsum.de

The new Arteon Car dealership Lorem

loremipsum.de

Volkswagen Brand Design 16 | 27Vehicle Branding20190524_Vehicle_Branding_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

Application to vehiclesCampaign vehicle with dealership identification | Examples (2)

105

->

Temporary SpacesCommunication in Vibrant Space Content – »Content Communication«

8

Definition of »Content Communication«

Contents are communicated at the second level. Communication is top-down: starting from a higher-level guiding principle in the sense of a communicative umbrella over defined theme areas through to specific content-related details.

Communicative umbrella: Guiding principle, e.g. a trade fair motto

Theme areas: Zoning based on specific themes and/or living environments, for example electric mobility, autonomous driving etc.

Details: Content coverage of walls, LED displays, exhibits, for example an exhibit for voice and gesture control

Trade fair motto on base wall Exhibits with communication

Campaign motto on content wallCampaign motto on content wall

INTERNAL USE

81

->

Temporary Spaces

Example of »Premium«, Touareg

Fully in line with the campaign claim »Design in every detail«, the staging of the Touareg living environment is inspired by the claim or the atmosphere and ambience of an exclusive men's outfitters.

Cooler colours tend to be used for the »Premium« living environment, like the blue tones primarily in the example shown.

ExperienceExample of »Premium« Living EnvironmentTouareg

5.2

INTERNAL USE



Shuttle vehicle with external logo or key visual At many events, an external logo or key visual is used. As with classic shuttle vehicles, the options range from an understated presentation to eye-catching alternatives. The way in which the branding is affixed should fit the occasion and the logo or key visual.

Applications on sponsorship vehiclesShuttle vehicles with key visual | Example

9

->->

Temporary SpacesConcept and Idea»Vibrant Space«

1

INTERNAL USE

84

->

Temporary Spaces

Example of »Family«, ID. Buzz

The ID. Buzz »Family« living environment is inspired by themes such as recreational fun, travel and road trips.

The ID. Buzz acts as a companion for travel to places of yearning staged with family or friends. At various stop-off points on these trips, or ID. Buzz stops as they are known, visitors can share their personal trip adventures with the Volkswagen community in a type of travel diary (#shareyourjourney), thus actively shaping the living environment with their impressions and pictures.

The »Family« living environment is transported via warm, loud colours, such as yellow and orange hues for example.

ExperienceExample of »Family« Living EnvironmentID. Buzz

5.2

INTERNAL USE

13

->

Temporary Spaces

Form

Building Blocks»Form«

1

INTERNAL USE


Design in every detailSubline

volkswagen.de

Mobile advertisements

Whether truck, bus, tram, train or taxi: Our graphics work on nearly everything on wheels. The design follows general typographic rules for print advertisements. → Advertising | Print advertisements and out-of-home media

It is of course possible to use direct logo supplements (as described above) on special vehicles.

Applications on special vehiclesExamples (1)

The new Polo GTI The new Polo GTIThe new Polo GTI

volkswagen.devolkswagen.de

22

->

Temporary Spaces2 Logo & Moving Frame in Vibrant SpaceBasics

INTERNAL USE

11

->

Temporary Spaces

Light

Building Blocks »Light«

1

INTERNAL USE

95

->

Temporary Spaces6 Colour in Vibrant SpaceExample of »Brand«

Colour

The Volkswagen primary colours White, Dark Blue and Light Blue are characteristic of the brand and the »Volkswagen Brand Living Environment« and shape the design of all print and communication media. They are closely associated with brand themes and, as a central brand element, have a high recognition value.

In terms of spatial staging also, they act as a recognition feature for pure brand themes, which are communicated independently of product, theme world or living environment, such as the brand lounge for example.

Good to know

A detailed overview of the »Brand Lounge« can be found on pages 86 to 89.

INTERNAL USE

The new Tiguan Car dealership Lorem

loremipsum.de

The new up!

Car dealership Loremloremipsum.de

The new GolfCar dealership Lorem

loremipsum.de

The new Arteon Car dealership Lorem

loremipsum.de


Application to vehiclesCampaign vehicle with dealership identification | Examples (2)

54

->

Temporary SpacesWalls in Vibrant SpaceCorporate Wall

4

Usage

Like the vibrant wall, the corporate wall is used for brand communication, but differs in the sense that it highlights areas in which only higher-level brand themes or themes that relate to the Volkswagen Group are communicated. The corporate wall should be used unconditionally in this case.

In a minimal setup on the other hand, where the primary focus is on the brand communication, vibrant elements should be used primarily.

Good to know

The corporate walls should be used more intensively in the brand lounge.

INTERNAL USE

Volkswagen Brand Design 7 | 8Dealer’s premises20190524_Number_Plate_Signage_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

Passat VariantIhr Autohaus Max Musterman

GolfIhr Autohaus Max Musterman

Lorem ipsum dolor sit amet

ID.Neo

PoloGute Fahrt wünscht Ihnen Ihr Autohaus Max Mustermann

TiguanGute Fahrt wünscht Ihnen Ihr Autohaus Max Mustermann

Lorem ipsum dolor sit ametAutohaus Max Mustermann

Polo

Number Plate SignageExamples of use


Further guidance available upon request for: Flags, Number plates, Vehicle branding and Temporary spaces

Application Other applications | Retailer environment

Volkswagen Brand Design 4 | 20Sponsorship and Cooperations20190524_Sponsoring_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

Besides events at which the company appears as the organiser, Volkswagen also supports various projects and initiatives in sport and culture which make a positive contribution towards the brand.

As part of such sponsorship engage-ments, Volkswagen frequently appears in environments foreign to the brand and in conjunction with other sponsors, thus making it particu-larly important to identify the sender. The basic design rules for this are described on the following pages.

In implementing these rules, priority must always be given to maintaining the highest quality and choosing the most appropriate strategy for the particular engagement. The solution selected must be used consistently in all media.

Please clarify any questions on the subject with the contact specified.

Introduction

Das sind wir alle

Our logo and our primary colours determine the design of the advertising materials.

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Composite logo Examples

Please remember to place the composite logo on a quiet background.

Composite logo with direct logo supplement and joint message







Service


2

Kooperationspartner

½ a a

y ½ y

1

Composite logo Cooperations

In the case of composite logos with cooperation partners, our logo will preferably be set on the left instead of on the right. All rules regarding gaps incl. to the dividing line remain unchanged.

An equal presentation of the logos must also be guaranteed for the cooperation partners.

In the case described, the partner’s logo is not shown at the same height as our brand logo due to its connection to the type. This creates a visual balance.

1

2

Service



Off

icia

l Mob

ility

Par

tner

Das sind wir alle

Lorem ipsum

Volkswagen Brand Design 26 | 38 Markings on Corporate Fashion20190524_BrandingClothing_EN_v003Brand Strategy (VMB)CSD cl. 8.3 – Internal – 28.05.2019

30 mm 30 mm

1:10

Repräsentative Bekleidung | Dezente Kennzeichnung

30 mm 30 mm

1:10

Repräsentative Bekleidung | Dezente Kennzeichnung

Representational clothingSmall logo

Representational clothing to be worn at trade fairs and other events or by salespeople should send a message of high quality, exclusiveness and seriousness.

The brand logo can be used with a diameter of 30 mm in white, VW Dark Blue or VW Light Blue, or tone-in-tone.

For specific information about the variants and exact placement of the logo, see → Basic elements | Logo

All necessary brand logo files are available for download. → Digital templates







½ a a

Logo

The gaps described also apply for a brand logo with a direct supplement. A vertical arrangement is not possible for this combination.

Composite Logo Structure with logo supplement













ExamplesLifestyle

Lifestyle advertising materials are high-quality products. They combine innovation, functionality and comfort and communicate the quality requirements of the Volkswagen brand.

Lifestyle items are primarily offered for purchase. They are subject to strict quality controls and are characterised by sophisticated technology and distinctive design.

The items are usually black, white, metal or chrome coloured.

We use the Volkswagen logo in a subtle and restrained manner in this context.

Lifestyle contact

Volkswagen Zubehör GmbH Karin Froeter Hannoversche Straße 2a 38448 Wolfsburg Germany Telephone: +49 5361 91 67 33 Telefax: +49 5361 92 80 12 [email protected]


Sportswear sponsored by dealershipsOverview

Sponsoring sports teams is a way for Volkswagen dealerships to promote themselves. The dealership’s name and/or its own logo can be printed on the jersey together with Volkswa-gen brand logo.

Jerseys– The dealership’s name and/or its

own logo is prominently posi-tioned on the front of the jersey

– The Volkswagen brand logo is positioned on the sleeve so as not to detract from the dealership name/logo

Training jackets– The dealership’s name and/or its

own logo is prominently posi-tioned on the back of the jacket

– Volkswagen brand logo is placed on the sleeve or alternatively on the upper right side of the chest from the viewer’s perspective.

For the colours of the dealership name or logo and for production methods, the rules are the same as those that apply to all other clothing.


Sportswear sponsored by dealershipsOverview

Sponsoring sports teams is a way for Volkswagen dealerships to promote themselves. The dealership’s name and/or its own logo can be printed on the jersey together with Volkswa-gen brand logo.

Jerseys– The dealership’s name and/or its

own logo is prominently posi-tioned on the front of the jersey

– The Volkswagen brand logo is positioned on the sleeve so as not to detract from the dealership name/logo

Training jackets– The dealership’s name and/or its

own logo is prominently posi-tioned on the back of the jacket

– Volkswagen brand logo is placed on the sleeve or alternatively on the upper right side of the chest from the viewer’s perspective.

For the colours of the dealership name or logo and for production methods, the rules are the same as those that apply to all other clothing.


1 2

3

Special cases Shirts

Against a bright background, the VW logo appears in VW Dark Blue.

Against a dark background, the VW logo appears in white.

In connection with the shirt of the German Football Association (DFB), the VW logo appears not in VW Dark Blue but in black.

DFB shirts

Please remember that there are defined sizes for the VW logo in accordance with contractual arrangements.

1

2

3







Please remember to place the composite logo on a quiet background.

Composite logo with direct logo supplement and joint message


Further guidance available upon request for: Sponsorship and co-operations, Advertising materials and Branded clothing

Application Other applications | Merchandise

ContactsWe are all responsible for our Corporate Identity, and we have put in place tools to make this as easy as possible. We also employ an independent design management consultancy called Integrity who help us to co-ordinate the identity of our brand, and create self-management tools.

Integrity will help ensure that what you are proposing meets Volkswagen’s Corporate Identity standards and can assist in challenging situations and in areas not covered by the guidelines.

Help is always available for any queries or concerns, and feedback is always welcome to ensure that the Corporate Identity is continually reviewed to respond to the changing needs of Volkswagen.

So, if at any time you need help don’t be afraid to ask. In the first instance, if you have a Corporate Identity query, please contact Katie Henbest and Rebecca Ash at Integrity.

Tel: +44 (0)207 936 2500Email: [email protected]

Documents

CI... · 2019-10-14 · Volkswagen brand design 4 | 98 Consolidated user guidance Brand tonality Mobility is changing. And Volkswagen is leading the path. To recharge our brand for