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.
Three elements comprise the Partnership logo: the Master logo (A), the separation line (B) and the partner logo (C). These elements must be aligned and must be placed equidistant from the separation line.
02
Typography
Mazda Type fonts are required in all advertising. However, when it is not possible to use the Mazda fonts, the alternative required font to use is Arial. Any fonts that degrade the Mazda brand are prohibited (e.g., bubbles, script, cartoonish, multicolor, etc.). All typography is to be set in monochrome tones only (black, gray, white).
03
Color Palette
Black
RGB: 00/00/00
HEX: #000000
CMYK: 00/00/00/100
PMS Cool Gray 11 C
RGB: 43/43/43
HEX: #2B2B2B
CMYK: 00/00/00/83
PMS Cool Gray 7 C
RGB: 153/153/153
HEX: #999999
CMYK: 00/00/00/40
The brand color palette includes all permitted colors for use on backgrounds within advertising; no other color is permitted unless vehicle photography is used. The brand color palette includes grayscale values, in addition to black and white. Pre-approved dealer logos must adhere to the brand color palette. Do not use colors outside of the brand color palette to draw attention to or highlight items, such as prices or call-to-action (CTAs). Though it may draw in a user’s attention, it clashes with the Brand Style Guidelines and does not represent Mazda as a premium brand.
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’ |
