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.
The Chrysler brand mark may appear with another logo if adequate distance or free space is maintained.
02
Typography
Chrysler, Dodge, Jeep and Ram do not have any specific fonts that must be used.
When the word “Chrysler”, “Dodge”, “Jeep” and/or “Ram” appears in headlines or text, it should be typed out in the same font being used.
03
Color Palette
Chrysler
PMS 541
RGB: 00/60/113
HEX: #003c71
CMYK: 100/47/00/56
PMS 877
RGB: 138/141/143
HEX: #8a8d8f
CMYK: 03/01/00/44
Black
RGB: 00/00/00
HEX: #000000
CMYK: 40/00/00/100
Four-Color 3-Dimensional Raster
The preferred version of the Chrysler brand mark is the 4-color process, 3-dimensional artwork. It may also be reproduced in a grayscale format.
Two-Color Vector (Line Art)
A two-color version is available for reproduction, the approved colors for this Chrysler brand mark is PMS® 541 and black.
One-Color Vector (Line Art)
When restricted to one color reproduction, the approved color for the vector Chrysler brand mark is black.
Logotype
The preferred reproduction of the logotype is PMS Cool Gray #7, 37% tint of black, or metallic PMS 877. The logotype may also appear in white or black when poor contrast with the background color causes illegibility.
Dodge
Dodge Red / PMS 485
PMS Cool Gray 7
RGB: 173/175/178
HEX: #ADAFB2
CMYK: 00/00/00/37
Black
RGB: 00/00/00
HEX: #000000
CMYK: 40/00/00/100
Color Reproduction
The approved colors for the Dodge brandmark are Dodge Black (black), Dodge Red (PMS 485), or Dodge Gray (PMS Cool Gray 7). These colors may also be reproduced in 4-color process.
Four-Color Dimensional Raster (3D)
The dimensional version of the Dodge brand mark is 4-color process with or without the various color stripes. The dimensional brand mark may also be reproduced in a grayscale format. This version must not be reproduced smaller than 25mm wide.
Two-Color Vector (Line Art)
The presentation of the Dodge brand mark may be displayed in 2 two-color formats: Dodge Black with Dodge Red stripes or Dodge Black with Dodge Gray stripes. The Dodge logotype may also be reproduced without the stripes.
One-Color Vector (Line Art)
In situations when restricted to one color reproduction, the authorized color for the Dodge brand mark is Dodge Black and 37% tint of black or reverse white and 37% tint of black.
Jeep
Process Black
RGB: 00/00/00
HEX: #000000
CMYK: 40/00/00/100
PMS Cool Gray 8
45% Tint of Black
Color Reproduction
The preferred print reproduction of the Jeep ® brand mark is the metallic 3D version.
One Color Reproduction
When restricted to one color reproduction, the preferred colors are Jeep Black, Jeep Cool Gray 8 or 45% tint of black.
Reverse Reproduction
The brand mark may appear in reverse on a dark background.
Ram
Process Black
RGB: 00/00/00
HEX: #000000
CMYK: 40/00/00/100
Dimensional Raster (3D)
The dimensional version of the Ram brandmark is reproduced in a grayscale format.
One-Color Vector (Line Art)
When restricted to one color reproduction, the approved color for the
vector Ram brand mark is Ram Black (process black).
Reverse Brand Mark
The brand mark may appear in reverse.
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’ |
