etity rram. taars Gieies - FCA Corporate Identity rram. taars Gieies 1.3.1 Graphic System FCA Trademark The acronym FCA is the visual graphic resulting from the merger between the

Identity Program. Standards & Guidelines

1.3 Graphic system

1.3.1 FCA trademark 1.3.2 Exclusion zone and minimum size 1.3.3 Alternative and negative versions 1.3.4 Corporate colors 1.3.5 Errors to be avoided - 1 1.3.6 Errors to be avoided - 2 1.3.7 Primary typeface - Helvetica Neue LT Std 1.3.8 Typeface style 1.3.9 Secondary typeface - Gotham


1.3.1 Graphic System

FCA Trademark

The acronym FCA is the visual graphic resulting from the merger between the two auto groups Chrysler LCC and

Fiat SpA. The new group’s professionalism and rigor – conveyed graphically by the typographical firmness of the

letter forms – takes on an additional air of innovation through the choice of colors which are rather unusual for this

market. The color version of the corporate trademark is the primary visual identity to be used in most

communication elements. Special cases will be dealt with in the following pages.



Exclusion zone and minimum size

Minimun size20 mm

Minimun size20 mm

Clear Space2 x

2x 2x

2x

x

No interference, no compromise: the FCA identity must be respected,

in graphics as elsewhere.

The FCA trademark is always combined with the words

“Fiat Chrysler Automobiles”, with the sole exception of the FCA

Affiliates marks (see the relevant page).

A minimum exclusion margin must be maintained all around the

trademark, protecting it from any interference by text or other graphics.

The protective border around the trademark is formed by

conventionally-designed square module, twice the breadth of the

letter “F” upstroke.

There is also a minimum size below which the trademark’s legibility

is seriously compromised. Any reduction of the mark beyond the

size shown here is strongly deprecated. On the other hand there is

no limit to how big it may be reproduced.



Alternative and negative versions

In all, there are four possible versions of the FCA corporate

trademark, not just the main institutional one: black monochrome,

for special cases, and the two versions on a dark background.

In the two dark-background versions it is important to remember

that the words “Fiat Chrysler Automobiles” must be changed to

white.



Corporate colors

2718Pantone Bridge Colors

CMYKC.65 M.45 Y.0 K.0

Red Green BlueR.92 G.136 B.218

HEX# 597DDA

423Pantone Bridge Colors

CMYKC.22 M.14 Y.18 K.45


HEX# 898C8D

BlackPantone Bridge Colors

CMYKC.0 M.0 Y.0 K.100


HEX# 1D1D1B

FCA uses two institutional colors in its trademark:

Pantone Blue 2718 for the three letters of the acronym,

and Pantone Grey 423 for the lettering.

In special cases the FCA trademark may also be used in its “total

black” version: for instance, where there are technical problems in

reproducing it, or where there is a need to maintain graphical uniformity

with other trademarks (for sponsorships).



Errors to be avoided - 1

Combinations / replacement letters

Redial order of the elements

Color variations

The very rationality and simplicity of the FCA trademark might suggest graphic variants or changes to the

composition, but that would undermine the perceived identity and ruin its qualities. Here are some examples of what

are regarded as the most common errors: wrong colors, photo combinations, re-arrangements of the elements;

but it should equally be understood that no change at all may be made to the original trademark.



Errors to be avoided - 2

Outlines and overprint

Alteration of the proportions

Addition of shadows or effects

The very rationality and simplicity of the FCA trademark might suggest graphic variants or changes to the

composition, but that would undermine the perceived identity and ruin its qualities. Here are some examples of what

are regarded as the most common errors: shadows or effects, outlines and overprint, alteration of the proportions;

but it should equally be understood that no change at all may be made to the original trademark.



Primary typeface - Helvetica Neue LT Std

Helevetica Neue LT Std - 25 Ultra light

Helevetica Neue LT Std - 35 Thin

Helevetica Neue LT Std - 45 Light

Helevetica Neue LT Std - 55 Roman

Helevetica Neue LT Std - 65 Medium

Helevetica Neue LT Std - 75 Bold

Helevetica Neue LT Std - 85 Heavy

Helevetica Neue LT Std - 95 Black

ABCDEFGHIJLMNOPQRSTUVWXYZabcdefhhijlmnopqrstuvwxyz








Helvetica Neue LT Std: this is the family of fonts used to construct the

FCA house style, from the particularly “spindly” 25 Ultra Light to the

“weightiest” 95 Black.

The typography used for FCA is especially important in conveying the

concepts expressed in a graphic of powerful identity.

Extensive texts, individual words and featured concepts are

organized on the printed page as a fully-fledged graphic

composition: even the text is no longer just a transcription of

concepts onto a blank page, but has its active part to play in the

page layout.



Typeface style

Head Title30 pt.25 Ultra light

Head Title30 pt.65 Medium

Head Title30 pt.35 Thin

Subtitle17 pt.75 Bold

Text12 pt.55 Roman

012345 876

543210 &% ?!*:

6789012345 6789432 €$

A typographical presence with real character.

The typography used for FCA is organized so as to bring out the content by using font size, and made elegant by the slender font thickness.

Lorem Ipsum dolr is amet

Adipisicing elit, sed do eiusmod tempor

Ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor

incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis

nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip

ex ea commodo consequat.

Text blocks, contrasts between font size and weight, are the basis of

FCA’s communication. The figure shows some examples of typographical

composition using Helvetica.



Secondary typeface - Gotham

?!*:

Gotham Thin

Gotham Light

Gotham Book

Gotham Medium

Gotham Bold

Gotham Black

ABC 345 79865PQRST

GHImn $€@ !?6789013012DEF LMNO







There is also another font for conveying the FCA identity: Gotham.

This font should be used on particular (strictly corporate) occasions,

for instance in creating logos for group affiliates or for the “joint programs”.

Documents

etity rram. taars Gieies - FCA Corporate Identity rram. taars Gieies 1.3.1 Graphic System FCA Trademark The acronym FCA is the visual graphic resulting from the merger between the