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”.