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.
Dealer names are set in Kia Signature Bold, title case. If the height of Kia’s new logo is set to X, the dealer name is to be half X’s height. Leave space as much as X between Kia’s new logo and dealer name. Align the bottom line of the dealer name to the bottom line of Kia’s new logo. Dealer name is written using a bold typeface from the Kia signature font.
02
Typography
Our new Kia Signature typeface should be used consistently across all marketing touchpoints.
A web version of Kia Signature is available for website use.
If Kia Signature cannot be used in a digital asset, Inter font can be used in its place.
03
Color Palette
Kia Midnight Black
pantone 7547 C
RGB: 05/20/31
HEX: #05141F
CMYK: 100/58/21/92
Kia Polar White
RGB: 255/255/255
HEX: #FFFFFF
CMYK: 00/00/00/00
For the highest visibility, the Kia logo, when placed on a background, should be presented in either Kia Midnight Black or knocked-out in Kia Polar White.
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
Economy:
- Mazda
- Nissan
- Kia
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’ |
