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 Land Rover logo consists of two variations — the green logo with the dark green “Above and Beyond” tagline and the green logo with the white “Above and Beyond” tagline — which must not be separated, distorted, manipulated or altered in any way.
– Always UPPERCASE, never lowercase
– Tracking must always be set at 0
– Leading must match point size
– Slate Blue for advertising
– All weights allowed within editorial / direct communications and can use both primary or secondary colours except Land Rover Green.
RGB: 255/255/255
HEX: #FFFFFF
CMYK: 00/00/00/00
RGB: 00/90/43
HEX: #005A2B
CMYK: 92/12/92/64
RGB: 12/18/28
HEX: #0C121C
CMYK: 100/50/40/80
– Always use white as our base colour
– Advertising headlines are always Slate Blue
– Editorial and website headlines can be Slate Blue or white
– White and Slate Blue should dominate in ATL communications
– The secondary colour palettes can have more prominence in BTL communications
– Only use colours from our palettes
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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