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.
We lead with the white logo on dark backgrounds and the black (inverse) logo on light backgrounds. In the website header, Dealer logo must reside to the right of Cadillac logo and is limited in size by the constraint of the website template (Dealer logo may not be larger than the height of the header).
Cadillac Gothic is our font family, engineered with unique details and scaled across 2 styles (Wide & Regular Width) and 3 weights (Bold, Medium, Regular) to ensure functionality across all placements, with clear and compelling hierarchies of information. We use Bold for APR messaging, Medium for sub headlines, Regular Wide for wordmark and headlines, and Regular for body copy.
RGB: 250/51/94
HEX: #FA335E
CMYK: 00/89/66/00
RGB: 250/00/55
HEX: #FA0037
CMYK: 00/100/89/00
RGB: 200/00/43
HEX: #C8002B
CMYK: 00/94/86/16
RGB: 160/00/33
HEX: #A00021
CMYK: 00/98/77/37
RGB: 87/84/237
HEX: #5754ED
CMYK: 83/66/00/00
RGB: 44/40/232
HEX: #2C28E8
CMYK: 100/90/00/02
RGB: 31/33/171
HEX: #211FAB
CMYK: 100/91/00/10
RGB: 232/176/30
HEX: #E8B01E
CMYK: 00/32/100/00
RGB: 200/128/13
HEX: #C8800D
CMYK: 00/39/100/11
RGB: 210/210/210
HEX: #D2D2D2
CMYK: 17/13/13/00
RGB: 160/160/160
HEX: #A0A0A0
CMYK: 40/32/33/00
RGB: 120/120/120
HEX: #787878
CMYK: 54/46/45/11
RGB: 80/80/80
HEX: #505050
CMYK: 65/57/56/34
RGB: 40/40/40
HEX: #282828
CMYK: 70/64/64/68
RGB: 00/00/00
HEX: #000000
CMYK: 100/100/100/100
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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