Identity Program. Standards & Guidelines 1.3 Graphic system 1.3.1 1.3.2 1.3.3 1.3.4 1.3.5 1.3.6 1.3.7 1.3.8 1.3.9 FCA trademark Exclusion zone and minimum size Alternative and negative versions Corporate colors Errors to be avoided - 1 Errors to be avoided - 2 Primary typeface - Helvetica Neue LT Std Typeface style Secondary typeface - Gotham Identity Program. Standards & Guidelines 1.3.1 Graphic System FCA Trademark The acronym FCA is the visual graphic resulting from the merger between the two auto groups Chrysler LCC and Fiat SpA. The new group’s professionalism and rigor – conveyed graphically by the typographical firmness of the letter forms – takes on an additional air of innovation through the choice of colors which are rather unusual for this market. The color version of the corporate trademark is the primary visual identity to be used in most communication elements. Special cases will be dealt with in the following pages. Identity Program. Standards & Guidelines 1.3.2 Graphic System Exclusion zone and minimum size Clear Space 2x 2x x 2x Minimun size 20 mm 2x Minimun size 20 mm No interference, no compromise: the FCA identity must be respected, The protective border around the trademark is formed by in graphics as elsewhere. conventionally-designed square module, twice the breadth of the The FCA trademark is always combined with the words letter “F” upstroke. “Fiat Chrysler Automobiles”, with the sole exception of the FCA There is also a minimum size below which the trademark’s legibility Affiliates marks (see the relevant page). is seriously compromised. Any reduction of the mark beyond the A minimum exclusion margin must be maintained all around the size shown here is strongly deprecated. On the other hand there is trademark, protecting it from any interference by text or other graphics. no limit to how big it may be reproduced. Identity Program. Standards & Guidelines 1.3.3 Graphic System Alternative and negative versions In all, there are four possible versions of the FCA corporate In the two dark-background versions it is important to remember trademark, not just the main institutional one: black monochrome, that the words “Fiat Chrysler Automobiles” must be changed to for special cases, and the two versions on a dark background. white. Identity Program. Standards & Guidelines 1.3.4 Graphic System Corporate colors 2718 CMYK Red Green Blue HEX Pantone Bridge Colors C.65 M.45 Y.0 K.0 R.92 G.136 B.218 # 597DDA 423 CMYK Red Green Blue HEX Pantone Bridge Colors C.22 M.14 Y.18 K.45 R.137 G.140 B.138 # 898C8D Black CMYK Red Green Blue HEX C.0 M.0 Y.0 K.100 R.0 G.0 B.0 # 1D1D1B Pantone Bridge Colors FCA uses two institutional colors in its trademark: In special cases the FCA trademark may also be used in its “total Pantone Blue 2718 for the three letters of the acronym, black” version: for instance, where there are technical problems in and Pantone Grey 423 for the lettering. reproducing it, or where there is a need to maintain graphical uniformity with other trademarks (for sponsorships). Identity Program. Standards & Guidelines 1.3.5 Graphic System Errors to be avoided - 1 Color variations Combinations / replacement letters Redial order of the elements The very rationality and simplicity of the FCA trademark might suggest graphic variants or changes to the composition, but that would undermine the perceived identity and ruin its qualities. Here are some examples of what are regarded as the most common errors: wrong colors, photo combinations, re-arrangements of the elements; but it should equally be understood that no change at all may be made to the original trademark. Identity Program. Standards & Guidelines 1.3.6 Graphic System Errors to be avoided - 2 Addition of shadows or effects Outlines and overprint Alteration of the proportions The very rationality and simplicity of the FCA trademark might suggest graphic variants or changes to the composition, but that would undermine the perceived identity and ruin its qualities. Here are some examples of what are regarded as the most common errors: shadows or effects, outlines and overprint, alteration of the proportions; but it should equally be understood that no change at all may be made to the original trademark. Identity Program. Standards & Guidelines 1.3.7 Graphic System Primary typeface - Helvetica Neue LT Std ABCDEFGHIJLMNOPQRSTUVWXYZ abcdefhhijlmnopqrstuvwxyz ABCDEFGHIJLMNOPQRSTUVWXYZ abcdefhhijlmnopqrstuvwxyz Helevetica Neue LT Std - 25 Ultra light Helevetica Neue LT Std - 65 Medium ABCDEFGHIJLMNOPQRSTUVWXYZ abcdefhhijlmnopqrstuvwxyz ABCDEFGHIJLMNOPQRSTUVWXYZ abcdefhhijlmnopqrstuvwxyz Helevetica Neue LT Std - 35 Thin Helevetica Neue LT Std - 75 Bold ABCDEFGHIJLMNOPQRSTUVWXYZ abcdefhhijlmnopqrstuvwxyz ABCDEFGHIJLMNOPQRSTUVWXYZ abcdefhhijlmnopqrstuvwxyz Helevetica Neue LT Std - 45 Light Helevetica Neue LT Std - 85 Heavy ABCDEFGHIJLMNOPQRSTUVWXYZ abcdefhhijlmnopqrstuvwxyz ABCDEFGHIJLMNOPQRSTUVWXYZ abcdefhhijlmnopqrstuvwxyz Helevetica Neue LT Std - 55 Roman Helevetica Neue LT Std - 95 Black Helvetica Neue LT Std: this is the family of fonts used to construct the Extensive texts, individual words and featured concepts are FCA house style, from the particularly “spindly” 25 Ultra Light to the organized on the printed page as a fully-fledged graphic “weightiest” 95 Black. composition: even the text is no longer just a transcription of The typography used for FCA is especially important in conveying the concepts onto a blank page, but has its active part to play in the concepts expressed in a graphic of powerful identity. page layout. Identity Program. Standards & Guidelines 1.3.8 Graphic System Typeface style 543210 &% ?!*: 0 12345 876 432 6789012345 6789 €$ Head Title 30 pt. 25 Ultra light Lorem Ipsum dolr is amet Subtitle 17 pt. 75 Bold Adipisicing elit, sed do eiusmod tempor Head Title 30 pt. 35 Thin Ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis Text 12 pt. 55 Roman A typographical presence with real character. nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Text blocks, contrasts between font size and weight, are the basis of FCA’s communication. The figure shows some examples of typographical composition using Helvetica. Head Title 30 pt. 65 Medium The typography used for FCA is organized so as to bring out the content by using font size, and made elegant by the slender font thickness. Identity Program. Standards & Guidelines 1.3.9 Graphic System Secondary typeface - Gotham ABC 345 PQRST 79865 012 DEF LMNO GHImn 6789013 $€ @ !? ABCDEFGHIJLMNOPQRSTUVWXYZ abcdefhhijlmnopqrstuvwxyz ABCDEFGHIJLMNOPQRSTUVWXYZ abcdefhhijlmnopqrstuvwxyz Gotham Thin Gotham Medium ABCDEFGHIJLMNOPQRSTUVWXYZ abcdefhhijlmnopqrstuvwxyz ABCDEFGHIJLMNOPQRSTUVWXYZ abcdefhhijlmnopqrstuvwxyz Gotham Light Gotham Bold ABCDEFGHIJLMNOPQRSTUVWXYZ abcdefhhijlmnopqrstuvwxyz ABCDEFGHIJLMNOPQRSTUVWXYZ abcdefhhijlmnopqrstuvwxyz Gotham Book Gotham Black There is also another font for conveying the FCA identity: Gotham. This font should be used on particular (strictly corporate) occasions, for instance in creating logos for group affiliates or for the “joint programs”.
© Copyright 2024