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.
02
Typography
Buick Font styles: Buick Futura Light, Buick Futura Book, Buick Futura Medium. Buick Futura is the sole Buick font in all consumer-facing communication.
GMC Font styles: Stratum, Multi
Set headlines in GMC Stratum Black, uppercase only. Set body copy in regular weight, uppercase and lowercase, for maximum readability.
03
Color Palette
Cool Gray
PANTONE: Cool Gray 11 C
RGB: 83/86/90
HEX: #53565A
CMYK: 00/00/00/80
Pantone PMS 158
PANTONE: PMS 158
RGB: 238/118/35
HEX: #E87722
CMYK: 00/75/100/00
White
RGB: 255/255/255
HEX: #ffffff
CMYK: 0/0/0/0
GMC
Warm Red
Pantone 425
Black 6
Cool Gray 11
Cool Gray 1
Warm Gray 1
Pantone 1805
Pantone 421
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
Everything:
- Ford
- Buick GMC
- CDJR
- Volkswagen
The Everything Brand Voice is easygoing and smart. Not pretentious but in the know. Warm and friendly with a tiny dab of formality. Not driving the conversation, but not following either. Steady. It’s got a great vocabulary but never sounds stuffy. Easygoing competence.
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’ |
