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.
Co-Branding with the Bob Moore logo is prohibited by the OEM Guidelines. The Audi rings are flush left with Audi Bob Moore in the Audi font on right.
02
Typography
Audi Type ensures uniform brand perception across all points of contact – from smartwatch to TV commercial. Here, few elements are more striking in terms of perception than Audi Type Extended. Applied in headlines – from Normal to Bold – this font style is a key distinguishing feature of the brand.
The Audi Type font styles establish simple, clear-cut hierarchies. They are not assigned to any particular vehicle model, vehicle category or business area.
03
Color Palette
White
RGB: 255/255/255
HEX: #ffffff
CMYK: 0/0/0/0
Black
RGB: 0/0/0
HEX: #000000
CMYK: 40/0/0/100
Pantone Black
Progressive Red
RGB: 245/5/55
HEX: #f50537
CMYK: 0/100/90/00
Pantone 032C
White, black and a progressive red: these are the Audi brand colours. The order is immaterial because there is no hierarchy here. What matters is that the colours support the message you want to convey and the overall layout is not too colourful. For functional applications, the colour palette can be extended to include grey tones ranging from white to black.
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
Prestige:
- Audi
- Porsche
- Maserati
- Infiniti
- Jaguar
- Land Rover
- Cadillac
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.
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’ |
