01
Logotypes
OEM Usage Guidelines
Guidelines exist to ensure compliance with OEM marketing and promotion standards, so while BMAG messaging and voice should remain cohesive, all dealerships should defer to OEM standards for logo usage and other specific guidelines required by the OEM.
The Volkswagen logo is approved in four different variations – white, VW dark blue, VW light blue and black. White is the preferred color for the logo but on light backgrounds the dark blue and light blue can be substituted. The VW logo should never appear as part of the dealership logo or be used to replace the name “Volkswagen” in the dealership logo.
02
Typography
VW Head and VW Text are the primary brand fonts for Volkswagen. These open and clear typefaces embrace the inviting aspects of the brand’s personality. VW Head is used for the wordmark, headlines and subheadlines. VW Text is used for long form copy on digital and print surfaces. Both are modern typefaces that prioritized legibility across all formats. For font size 30pt or larger the font weights in Bold and Light. If the font size is under 30pt font use the extra bold and regular weights.
03
Color Palette
Primary
White
RGB: 255/255/255
HEX: #FFFFFF
CMYK: 00/00/00/00
VW Dark Blue
RGB: 00/30/80
HEX: #001E50
CMYK: 100/65/00/45
VW Light Blue
RGB: 00/176/240
HEX: #00B0F0
CMYK: 85/10/00/00
Secondary
VW Lake Blue
RGB: oo/130/214
HEX: #0082dg
CMYK: 100/40/00/05
VW Sky Blue
RGB: 169/227/255
HEX: #a9e3ff
CMYK: 45/00/00/00
VW Tin Gray
RGB: 182/191/197
HEX: #b6bfc5
CMYK: 10/00/00/25
VW Light Gray
RGB: 223/228/232
HEX: #DFE4E8
CMYK: 05/00/00/15
Tertiary
VW Mint Blue
RGB: oo/230/230
HEX: #00E6E6
CMYK: 60/00/15/00
VW Soft Red
RGB: 255/51/92
HEX: #FF335C
CMYK: 05/100/45/00
Color combinations with white are preferred. Tertiary colours can be used in combination with primary colours for print and digital advertisements as accent colors. Secondary colors are to be used digitally only and reserved for color differentiation.
04
Brand Voice & Messaging
The primary brand palette exists to bring unity to the entire Bob Moore Auto Group family. All dealerships share this foundational palette when promoting the Bob Moore Auto Group connection to their organization.
Our brand’s voice is more than the words we use. It’s how we speak, the tone we take, and the feelings we create. While the brand tone will shift slightly at each dealership, some things won’t change: We always speak with authority, but we balance it with warmth. Our voice is personal and human—a trusted friend, not a distant expert.
Voice Palette
Bob Moore Auto Group Brand Voice
Prestige Brand Voice
Everything Dealerships Brand Voice
Economy Brand Voice
Everything:
- Ford
- Buick GMC
- CDJR
- Volkswagen
The Everything Brand Voice is easygoing and smart. Not pretentious but in the know. Warm and friendly with a tiny dab of formality. Not driving the conversation, but not following either. Steady. It’s got a great vocabulary but never sounds stuffy. Easygoing competence.
Brand Voice Comparison Samples
| Prestige | Everything | Economy |
|---|---|---|
| Good afternoon. How may we be of assistance today? | Hi, how can I help you today? | Hey there, how’s it going? |
| Rather than | Instead | Or |
| Exceptional | Terrific | Really Great |
| That’s an excellent observation. | Well said. | For sure. |
| An astute investment | A solid value | Worth every penny |
| May we send you out for a spin? | How about a test drive? | Let me grab the keys for you |
| Certainly, indeed | Sure thing | You bet |
| Absolutely | Without a doubt | One hundred percent |
| Nespresso | Starbucks | Dunkin’ |
