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.
JLR has moved to the House of Brands strategy, where Jaguar, Range Rover, Defender and Discovery will all stand alone as individual brands in marketing communications. This deck will focus on Range Rover, Defender and Discovery. Each of the brands have their own purpose and personality, and with this new strategy, we will be better able to build desirability for each brand.
02
Typography
– Always UPPERCASE, never lowercase
– Tracking must always be set at 0
– Leading must match point size
– Slate Blue for advertising
– All weights allowed within editorial / direct communications and can use both primary or secondary colors except Land Rover Green.
03
Color Palette
JLR BLUE
Pantone: 7544 U
CMYK: 11.5.0.31
RGB: 150.168.179
HEX: #96A8B3
White
Pantone: n/a
CMYK: 00.00.00.00
RBG: 255.255.255
HEX: #FFFFFF
Black
Pantone: n/a
CMYK: 00.00.00.100
RBG: 000.000.000
HEX: #000000
– JLR Blue should be used when possible.
– White is to be used when logo is applied on imagery
or other colours
– Black is to be used when logo is applied on imagery
or other colours
– Only use colours from our palettes
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’ |
