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.
Do not change anything about the Porsche marque including: spacing, sizing, colors, shading. Only use the Porsche marque versions provided. The 4-Color Porsche marque should only be on a white background. Placing the marque on a colored background is prohibited.
The exclusive Porsche Next typeface was developed for the Porsche brand image. It combines brand values of design and performance with good legibility. In digital media, you may also use the Porsche Next Thin typeface. This version of the font is ideal for these smaller placements. You should only use 100% black or 100% white font colors. Proper upper and lower case letter usage is required on all pages. Use of all capital letters is strictly prohibited.
Pms 200C
RGB: 213/00/28
HEX: #CE0E23
CMYK: 05/100/85/00
RGB: 255/255/255
HEX: #FFFFFF
CMYK: 00/00/00/00
PMS Black
RGB: 00/00/00
HEX: #000000
CMYK: 00/00/00/100
Headlines and text should be black or white only. Porsche Red should be used exclusively for interactive/CTA elements. CTAs text should be in proper case and should not include distressed language, superlatives or exclamation points.
Pantone 5315 C
RGB: 218/217/222
HEX: #DAD9DE
CMYK: 03/03/00/17
Pantone 2331 C
RGB: 218/217/222
HEX: #DAD9DE
CMYK: 06/06/00/34
Pantone 2334 C
RGB: 181/180/186
HEX: #B5B4BA
CMYk: 11/11/00/64
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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