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.
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).
02
Typography
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.
03
Color Palette
PMS 1787
RGB: 250/51/94
HEX: #FA335E
CMYK: 00/89/66/00
PMS 185
RGB: 250/00/55
HEX: #FA0037
CMYK: 00/100/89/00
PMS 7620
RGB: 200/00/43
HEX: #C8002B
CMYK: 00/94/86/16
PMS 7622
RGB: 160/00/33
HEX: #A00021
CMYK: 00/98/77/37
PMS 2726
RGB: 87/84/237
HEX: #5754ED
CMYK: 83/66/00/00
PMS 2736
RGB: 44/40/232
HEX: #2C28E8
CMYK: 100/90/00/02
PMS 2746
RGB: 31/33/171
HEX: #211FAB
CMYK: 100/91/00/10
PMS 2766
PMS 600
PMS 116
PMS 130
RGB: 232/176/30
HEX: #E8B01E
CMYK: 00/32/100/00
PMS 131
RGB: 200/128/13
HEX: #C8800D
CMYK: 00/39/100/11
White
PMS Cool Gray 2
RGB: 210/210/210
HEX: #D2D2D2
CMYK: 17/13/13/00
PMS Cool Gray 4
RGB: 160/160/160
HEX: #A0A0A0
CMYK: 40/32/33/00
PMS Cool Gray 7
RGB: 120/120/120
HEX: #787878
CMYK: 54/46/45/11
PMS Cool Gray 9
RGB: 80/80/80
HEX: #505050
CMYK: 65/57/56/34
PMS Cool Gray 11
RGB: 40/40/40
HEX: #282828
CMYK: 70/64/64/68
PMS Neutral Black
RGB: 00/00/00
HEX: #000000
CMYK: 100/100/100/100
The preferred option is to use Black as the background in all creative executions uploaded to the website. If necessary, as a secondary option, the background may be White or one of the 3 accent colors (Cadillac Red, Cadillac Blue, Cadillac Gold). Dealer may only use one accent color (Cadillac Red, Cadillac Blue, Cadillac Gold) per creative asset.
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’ |
