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 four color vertical and horizontal versions of the Subaru logo are the primary logo forms. Use this logo on national advertising, brochures, point of purchase, printed banners and consumer facing materials where possible.
02
Typography
Helvetica Neue Lt Std is the primary font family used for the Subaru brand. Use this font family for all corporate communications items such as memos and identity such as corporate identity materials. This font family is used by the advertising and marketing departments for use on all online (where applicable) and print materials.
03
Color Palette
Subaru Blue
PMS 281C
RGB: 00/32/91
HEX: #00205B
CMYK: 100/85/05/36
Star Cluster Blue
PMS 7686C
RGB: 29/79/145
HEX: #1D4F91
CMYK: 100/73/00/10
Shades of Cool Gray
PMS Cool Gray 1-11C
Digital RGB: See pantone books
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’ |
