U.S. Corporate Identity Guidelines

U.S. Corporate Identity GuidelinesPorsche Cars North America, 2016

01

Marque

Whenever possible, the complete marque should be used on all marketing materials (printads,

online banners, fliers, etc.), unless the sizing requirements dictate using the logotype (ie

on ballpoint pens or embroidered materials). The crest should never be used alone,

particularly not as a screen background or as a display piece. The exception to using

the crest as a stand-alone object is with outdoor displays, such as the dealership’s

pylon.No modifications of any kind are permitted to the design of the marque, as shown below.The

colors of the marque may not be changed, and any enlargements or reductions must

always be made to exact scale, such that all parts of the marque are modified in perfect

proportion. For more detail on sizing requirements, please see page 8.

For the North American markets (PCNA & PCL), the Registered Trademark symbol isrequired

whenever the marque is used. The correct version of the marque for these markets is

available on the PDMS website under Learning Resources -> CI Guidelines.

Porsche Marque Quick Facts:

1. The marque is the combination of the Porsche Crest and Porsche Logotype

in a specified arrangement.

2. Do not change anything about the Porsche marque including: spacing, sizing,

colors, shading. Only use the Porsche marque versions provided on the PDMS

site.

3. The four-color Porsche marque should only be placed on a white background.

The line-art version may be placed on grey with prior approval (see pg 10 for

Colors).

4. Only one Porsche marque per marketing material can be used.

5. The Porsche marque cannot be incorporated into the dealership name.

6. The Porsche marque should be treated as an image/graphic, not words.

02

Common

Errors

When using the Porsche Marque in marketing activities, ensure you do notdo

the following:

A. Place the 4-color marque on a dark background.

B. Use the crest as a stand-alone logo, or change the colors within the

marque. C. Distort /change proportions between the crest and logotype,

white space,

or exclude the registered trademark

symbol. D. Use a low-res/edited version of

the marque.A B

C D

03

Marque

Options

In addition to the standard 4-color marque, there are two other variants available for dealeruse.

The three variations can be downloaded in high-res .eps and .jpg files from the PDMS

website under Learning Resources -> CI Guidelines.

Whenever possible, preference should be given to the standard 4-color marque. Thisvariant

can only be printed using a 4-color printing process, and great attention should be given to

the quality of the final print. This variant should only appear on a white background. The

black-and- white marque should follow the same usage guidelines. NOTE: There is no

shadow on the B&W or line-art versions.

A line-art variant of the marque is for use in small-space classified advertising, or whereprinting quality prevents the use of the black-and-white marque e.g., in some newspapers.Although a white background is preferred, this marque can be printed on grey, silver, orblack (see Colors, page 8). This is the only variant that can be placed on a non-whitebackground, with prior approval from the Area Marketing Manager, or PDMSRepresentative.

04

Logotype

The Porsche logotype derives its characteristics from the stretched form of thecapital

Letters of “Porsche”. This is the only acceptable form of the logotype. The specific

shape of the letters in the logotype must not be used for anything other than the

Porsche logotype.As with the marque, the logotype must always be used with the RegisteredTrademark

symbol in the North American markets (PCNA/PCL). The logotype cannot be

modified in any way, and any enlargements or reductions must always be made to

exact scale. The minimum size of the logotype is 10mm. Anything smaller will result

in blurring, and should not be used.

The logotype can be used in five color combinations. Although the black logotypeon a

white background is preferred, other combinations include: Porsche Red (Pantone

201C) on white, Porsche Red on black (typically reserved for Porsche Motorsport

activations), light grey (Pantone 427C) on white, and white on black. These are the

only acceptable color combinations. Both the Porsche Red and black logotype

variants are available on the PDMS website under Learning Resources -> CI

Guidelines..When using the logotype in combination with a project, or service, the logotypeshould always be on top. The other designations should be below, with a spacing oftwice the height of the logotype letters (2a). The height of the letters in anydesignation must not exceed the height of the logotype itself, as shown below.

For more details on proper spacing for the logotype, please refer to page 8.

05

SizeThe marque has the following proportions: the crest is .60” (15mm) high, the logotype is

1.58”

(40mm) wide. The crest is centered above the logotype at the height of 1 capital letter.

When reproducing the marque, the maximum crest height is 1.78” (45mm) and the

minimum crest height is .45” (11.4mm). Accordingly, the logotype length cannot be any

shorter than 1.19” (30mm). The blank space around the marque is at least double the

height of the capital letter of the logotype.

For reasons of format, e.g. existing press shapes on packaging, ballpoint pens, buttonsor

the printing process on sizes which are too small and do not meet quality standards (e.g.

in the screen printing process or in embroidered form), the use of only the logotype is

permissible.

The logotype cannot be reproduced any smaller than 25mm, as shown below. Anythingsmaller

will cause blurring.

06

Spacing

The white space around the marque must be at least double the height of thecapital letter of the logotype (a). The relationship between the crest and logotypeis the height of the letters in the logotype (1/2 a). For the front pages ofbrochures, magazines, ads, etc., one crest height counts as the default for freespace.

The logotype must always be surrounded with open space. The space on the topand

the bottom should be at least double the height of a letter (a). The space on the

sides should be at least the width of a letter (b). One exception: the combination

logotype with crest.

The logotype must not be enclosed by borders or used in designs in combinationwith

other words or graphic elements. The incorporation of the logotype in other

designs, a signet for example, must be approved by Porsche AG/Vertrieb.

07

Colors

The Porsche AG Red can be used by dealers exclusively for the logotype, as shown onpage

5. The Porsche Red is not to be used as an area background color, or for the logotype

within the marque. When the logotype is printed in Porsche Red, it can be on either a

white or black background, although white is preferred.Porsche Red

C:30 M:100 Y:70 K:11 / Pantone 201C

The E-Hybrid color is Acid Green. This color can only be used for the E-Hybrid logo, E-Hybrid

print materials, and E-Hybrid signage. White is the preferred background color for the E-

Hybrid logo. The Acid Green cannot be used as a background color.

Acid Green

R:206 G:220 B:0 / Pantone 382C

The secondary colors are light grey and silver. The light grey corresponds to a 12%

screen of black in half tone print, while the silver corresponds to the metallic silver vehiclecolor. These colors can be used a background color, although white is preferred. In Print,Silver Metallic can be used as a subhead color. All caption or non-headline text should beprinted in full black.

Secondary Colors

Black: Pantone Black / Silver Metallic: Pantone Metallic 877C / Grey: Pantone 427C

08

Fonts

The typefaces Porsche Franklin Gothic Condensed and Porsche News Gothic Regularcombine the advantages of the legibility of an Antiqua typeface with the classic neutralityof sans serif. The letter spacing should always be set to “normal”, and all capital letters may not be used.

The text is always left justified, never in a grouped style, and not overlaid onimages

(exceptions: out of home and direct mail - page 16). The typography is always kept in

simple black or grey on white, making it quiet and understated, focusing attention

directly on the product.

Porsche Franklin Gothic Condensed: Headlines, Sub-headings, page numbers

Porsche News Gothic Regular: Copy text, picture captions, page numbers

Porsche News Gothic Bold: Display within copy text and for external

identification.

The “Carrera” typeface was developed specially for use as a model identification onvehicles only. In copy text, model designations are set in either Porsche FranklinGothic or Porsche News Gothic, and like the “Porsche” name itself, may not behyphenated, combined, or used with an apostrophe (ex. are 911 Carrera, Boxster,Turbo, etc). This font is prohibited for use in any body text, and cannot be developed intoa separate logo.

Porsche Franklin Gothic

ABCDEFGHIJKLMNOPQRSTU

VWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Carrera Font: DO NOT USE

Porsche News Gothic

ABCDEFGHIJKLMNOPQRSTUV

WXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

09

Ad

MaterialsOur Corporate Identity Guidelines define not only our standards in terms

of the individual components within communications, but also the formal

requirements on how those components are arranged. The design of

these communications requires a consistent representation across all

media-types.

Clarity of layout, conciseness, uniformity and unity.The following pages contain guidelines for representing the Porsche marque in

various media types, using all the advertising materials listed. To ensure

that Porsche enjoys a unified public identity, the designs of the different

advertising materials are consistent with one another. This identity has

been designed in such a way as to be quickly and easily recognizable.

For Print, Direct Mail, or Email communications, the content is reduced to

just a few powerful lines, which simultaneously convey the facts as well

as stirs emotions. In order to focus attention on the product and, at the

same time create a sense of excitement, every communication medium

contains significant white space. There should be nothing to divert

attention away from the vehicles, even in the background.

In all customer communications, photographs should depict the vehicle clearly,

and should not be blurred. The text backs up the visual identity though

an easy to understand presentation of technical features, emotional

tonality and avoidance of smugness and arrogance.

The photographic style should not be cold or technical, rather traditional and

emotional. All marketing material images must be sourced from the PDMS

site, or considered approved marketing imagery. The vehicle cannot be

cropped in any way.

An exception to the above is afforded to close-ups used for Porsche

Tequipment and Porsche Exclusive communications.

10

PrintPrint Ad Quick Facts:

1. All print ads should feature only one, four-color Porsche marque,

located in the bottom right corner.

2. The image should be roughly 1/3 of the entire ad space, and should

be clear, free of distractions, and the vehicle should remain

uncropped.

3. The image used in the ad should be from the PDMS site, or must

be considered approved marketing imagery.

4. The copy and subhead should speak to the model(s) in the image

only.

5. The copyright line should reflect the current calendar year.All ads should initially be produced in color, regardless of the final product. Once

approved, the ad can then be printed in grey scale (in the case of

newspapers). Do not initially design the ad in grey scale, as this distorts the

vehicle image and the marque. Magazine ads should be printed in color

whenever possible.Ads in magazines should be at least one full page, or if possible, two pages.

The image is rectangular and horizontally aligned, filling roughly 1/3 of

the page. The distance from the image to the border must always be

exactly the same on all sides. The headline and caption are indented

right, with

appropriate hyphenation and paragraph breaks. The sub-head contains

specific details regarding the product. The copyright information is always

above the image, as shown on the next page, while the use of the Mobil1

and Michelin logos are immediately beneath the image.

10

Print (Full Page)

PDMS Full Page Ad Sample:

25mm

10m

m

10mm

159.8mm

15mm

25mm 40mm 25mm

10

Print (FullPage)

PDMS Full Page Ad Sample:

10

Print (HalfPage)

PDMS Half Page Ad Sample:

10

PrintPDMS1/4 and 1/8Page Ad Sample:

(1/4 and 1/8

Page)

10

Print (Direct Mail)

In general, DM templates come in two formats: vertical and horizontal. In

both formats, the front is a full image of the featured product with a

simple headline. DM pieces are one of two exceptions to the text over

images rule. All images used in either format should be from the PDMS

site, or must be considered approved marketing imagery. No part of the

vehicle can be cropped, and the image cannot be blurry.

Headlines on the front page should be limited to a few words, and should be

printed in a contrasting color to the image background. The text cannot

cover any part of the vehicle.

The inside of the DM should feature a caption, speaking to the vehicle in

the image, as well as dealer contact information. The headline and

caption are indented right, with appropriate hyphenation and paragraph

breaks. The

sub-head contains specific details regarding the product. The use of the

Mobil1 and Michelin logos are not necessary with either DM template.

The back of the DM features a four-color Porsche marque centered at the

bottom of the page. The copyright information is placed under the

marque, respecting proper spacing.

10

PrintPDMS Horizontal Direct Mail Sample:

(Direct

Mail)

Use proper copyright line for the correct year. Use only one marque per DM piece. It is centered on the back of the DM. Ensure the marque has the registered trademark.

The image should cover the front of the DM in this layout. The image should not be blurry, and no vehicles should be cropped.

Headline can be on the image in a contrasting color. Headline should be kept short and should not cover any part of the vehicle or distract the viewer from the vehicle.

The image should cover the top of the DM in this layout. The image should not be blurry, and no vehicles should be cropped.

The subhead and caption should include the specified/pictured model and campaign tag-line (if available).

Dealer tag should be in 100% black.

10

PrintPDMS Vertical Direct Mail Sample:

(Direct

Mail)

Use proper copyright line for the correct year. Use only one marque per DM piece. It is centered on the back of the DM. Ensure the marque has the registered trademark.

The image should cover the front of the DM in this layout. The image should not be blurry, and no vehicles should be cropped.

The headline can be on the image in a contrasting color. The headline should be kept short and should not cover any part of the vehicle or distract the viewer from the vehicle.

The image should cover the top of the DM in this layout. The image should not be blurry, and no vehicles should be cropped.

The subhead and caption should include the specified/pictured model and campaign tag-line (if available).

The dealer tag should be in 100% black.

10

PrintPEAK Performance Vertical Direct Mail

Sample:

(Direct

Mail)

Porsche marque with the registered trademark is centered at the top of the page with adequate whitespace. The copyright is for the current year.

If using another Porsche logo, it needs to be the logotype since only one marque can be used per piece.

Image is not blurry or cropped and shows the full vehicle image.

Headline in 100% black, no more than a few words.

10

PrintPEAK Performance Horizontal Direct Mail

Sample:

(Direct

Mail)

Use proper copyright line for the correct year.

The image should cover roughly 2/3 of the front of the DM in this layout. The image should not be blurry, and no vehicles should be cropped.

Headline in 100% black, keeping to a few words. Subhead to include dealership name.

Use only one marque per DM piece. It is located in the bottom right-hand corner on the front of the DM. Ensure the marque has the registered trademark.

Enter customer information and dealer tag.

12

Digital

(Email)

Email templates are similar to full page print ads in structure – the main difference between the two formats is the location of the Porsche marque and the copyright text. The Porsche marque is centered at the top of the page, and must be the 4-color version. The copyright information is always below the copy and image.

The image is rectangular and horizontally aligned, filling roughly 1/3 of the

page. The distance from the image to the bottom of the crest must always

be exactly the same as the spacing on either side, twice the height of the

capital letter “P” in the Porsche logotype. The vehicle image must be clear

and free from background distractions. No part of the vehicle can be

cropped, nor can the image be blurry. The only exception to this rule is for

email templates featuring Porsche Exclusive or Porsche Tequipment

products.

The headline and caption are placed below the image, indented right, with

appropriate hyphenation and paragraph breaks. The sub-head contains

specific details regarding the product. Email templates do not allow for text

to be written over images.

12

DigitalPDMS Email Sample:

(Email)

Porsche marque centered at the top of the page with adequate whitespace.

Image takes up roughly 1/3 of the email and shows full vehicle images. Image is not blurry or cropped.

Incorporate sponsor logos beneath the image (if copy alludes to service or performance aspects of the vehicle).


Incorporate dealer tag at 100% black.

Ensure copyright is for the correct year.

Call to action leading back to the dealer’s PorscheDealer.com site.

12

DigitalPEAK Performance Email Sample:

(Email)

Porsche marque centered at the top of the page with adequate whitespace.

Copyright is for the current year.

Image takes up roughly 1/3 of the email and shows full vehicle images. Image is not blurry or cropped.


Call to action button leading back to the dealer’s PorscheDealer.com site.

Incorporate dealer tag and sponsor logos (if copy alludes to service or performance aspects of the vehicle).

12

Digital

PDMS 300x250 Online Banner Samples:

(Banners)

Online banner template layouts are unique for each banner size, but all layouts feature: one call to action button, one four-color marque with the registered trademark symbol, one short headline and subhead, and a non-blurry, uncropped vehicle image. The configuration of these elements differs with banner size and purpose. For the different layout configurations, please reference the following pages.

Far from the first.

Yet, first of it’s kind.

The new 911 Carrera.

(212) 555-0911anytown.porschedealer.com

Learn More

Far from the first.

Yet, first of it’s kind.

Lease the 911 Carrera.

for $999 a month.

Porsche of AnytownCity, State(212) 555-0911anytown.porschedealer.com

Lease Details

1. Sample with one-line subhead. 2. Sample with two-line subhead.

3. Sample with dealer logo. 4. Sample with lease tile.

12

DigitalPDMS 300x600 Online Banner Samples:

(Banners)

Far from the first.

Yet, first of its kind.

Lease the 911 Carrera.

For $999 a month..

Porsche of AnytownCity, State(212) 555-0911anytown.porschedealer.com Lease Details

1. Non-lease sample. 2. Sample with lease tile.

12


PDMS 728x90 Online Banner Samples:

(Banners)

Headline

Porsche Fank. Goth.

Subheadline

Porsche Fank. Goth.

Call to Action Button

Dealer TagPorsche News GothicColor: 100% BlackDealer name can be bold.

Headline

Porsche Frank. Goth.Dealer TagPorsche News GothicColor: 100% blackDealer name can be boldSubheadline

Line 2 Search Inventory

12


(Banners)

Headline

Porsche Frank. Goth.Dealer TagPorsche News GothicColor: 100% blackDealer name can be boldSubheadline

Line 2 Search Inventory

Documents

U.S. Corporate Identity Guidelines