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 2D representation of the Jaguar Leaper logo is the primary logo to use.
Retailer name must be in an approved font:
– Primary Typeface: Jaguar Modern, which only ever appears
in uppercase
– Secondary Typeface: Gotham should be used for Print only
(Bold, Book, or Light)
– Web Typeface: Proxima Nova (Light, Regular, or Bold)
– On-screen Typeface: Arial (Regular or Bold)
RGB: 60/60/59
HEX: #3C3C3B
CMYK: 00/00/00/90
RGB: 85/173/187
HEX: #55adbb
CMYK: 72/05/27/00
RGB: 158/27/50
HEX: #9e1b32
CMYK: 00/100/63/29
Our colour sets the tone of how we present ourselves to the world. Whilst being refined and understated, pops of colour can be used to show vitality and creativity. For Jaguar Dark Grey – When placing a headline or Jaguar logo on a light background, this colour should always be used. Used as an accent colour, Jaguar Deep Red is used to draw the readers eye to a specific area of the page e.g. CTAs.
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.
The Prestige Brand Voice uses slightly more formal or elevated language and tone but does not sound like the snobbish butler on a sitcom. It’s articulate, a little formal, good-natured, reserved and classic. It’s confident but not stiff. More of a guide than a director.
| 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’ |
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