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.
New 2D version now required in all advertising. Ford Oval should be leveraged in blue over light backgrounds and with proper clear space to increase visibility.
02
Typography
Ford Antenna is our custom brand font and should be used in all Ford materials. Ford Antenna Medium is the primary font for communications. Logo designs fall outside of the core brand design system and should be guided by the Ford Brand architecture framework.
03
Color Palette
Ford Blue
PANTONE 294
RGB: 00/09/91
HEX: #00095b
CMYK: 100/85/00/30
Ford Twilight
PANTONE 2766
RGB: 00/20/46
HEX: #00142E
CMYK: 100/96/53/47
Ford Grabber
PANTONE 2126
RGB: 23/00/244
HEX: #1700F4
CMYK: 100/81/00/00
In all cases, Ford Blue (Pantone 294) is our primary brand color and a distinctive brand asset that we will continue to invest in. Supporting our core Ford Blue are two new blues – Ford Twilight and Ford Grabber. Focus on Ford Blue. It should be most prominent. Ground with Ford Twilight to bring weight and depth. Complement with Ford Grabber; avoid using in excess.
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’ |
