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Kelly Nissan of Easton, PA Visual Identity Branding Program with Nissan North America

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Kelly Auto Group
Kelly Auto Group

Kelly Nissan of Easton, PA Visual Identity Branding Program with Nissan North America. Visit the Kelly Automotive Community at http://www.KellyCarCommunity.com and join to receive special discounts on Nissan vehicles, accessories, parts and service.

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Visual Identity Implementation Kelly Nissan Dealership VI Integration Team Orientation Kelly Nissan – Easton, PA www.KellyCar.com
Purpose of Orientation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Kelly Nissan Integration Team Roles & Responsibilities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 1.0 — Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 1.0 — Introduction Kelly Nissan Goal… Enduring Profitable Growth How: Building a Powerful Kelly Nissan Brand FAMILIARITY (Recognizable) SPECIALNESS (Relevant Differentiation) AUTHORITY (Quality, Leadership And trust) “ A familiar, authoritative source of a special promise”
Section 1.0 Kelly Nissan Brand Promise: Our Specialness Personality Values Rewards Functions Bold & Thoughtful Sets own standards Maximizes life Imaginatively designed with me in mind Evokes a passionate total car experience Fusion of advanced technology and design for human benefit Superior agility and responsiveness As Kelly Nissan, we will be thoughtfully bold and set our own standards . We will ensure that each of our customers becomes an enthusiast by anticipating their individual needs by providing products and services that reflect the imaginative fusion of the best technology and the best design . Special Contract between Kelly Nissan and its Customers
Section 1.0 — Kelly Nissan Introduction Establishing a Brand Identity Dealership Experience All Customer Touch Points Product Organization Personality Availability/ Distribution Customer Offer Visual Brand Identity Services Marketing Communications Kelly Nissan Brand Identity
Section 1.0 Kelly Nissan Visual Identity: What Is It? Tonality (How, what, and when we communicate) ,[object Object],[object Object],[object Object],[object Object],[object Object],2D (print and digital communications) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3D (physical 3-dimensional) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Experiences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 1.0 Kelly Nissan Visual Identity: Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 1.3 — Kelly Nissan Brand Architecture & Basic Application Principles ,[object Object],[object Object]
Section 1.5 Kelly Nissan Application Matrix Corporate Management and Activities Consumer-Facing Sales, Marketing and Product Information (Brand Symbol vs. Wordmark)
Section 3.4 — Nissan/Infiniti Dual Branding ,[object Object],[object Object],[object Object],[object Object]
Section 3.4.1/3.4.2 — Dual Branding Applications ,[object Object],[object Object],[object Object],[object Object],[object Object]
Section 1.7 — Glossary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Corporate Typography Corporate Wordmark Lock-up Module System Nissan AG Sub-core Elements Visual Identity (VI) Wordmark (also known as Alternative Wordmark)
Section 2 — Kelly Nissan Core Elements ,[object Object],[object Object],[object Object],[object Object],[object Object]
Section 2.1 — Kelly Nissan Brand Symbol ,[object Object],[object Object]
Section 2.1 Kelly Nissan Brand Symbol Standards ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 2.1.4 — 2-D Brand Symbol ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 2.1.4 — 2-D Brand Symbol ,[object Object],[object Object],[object Object],[object Object],[object Object]
Section 2.2 — Corporate & “Alternative” Wordmarks ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 2.2 Kelly Nissan Wordmark Standards ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 2.3 — Brand Symbol/Wordmark Combined ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 2 — Corporate Color Palette ,[object Object],[object Object],[object Object],[object Object]
Section 2 — Use of Red (Primary Color) ,[object Object],[object Object],[object Object]
Section 2 — Use of Blue ,[object Object],[object Object],[object Object]
Section 2 — Typography: NissanAG Family ,[object Object],[object Object],[object Object],[object Object],[object Object]
Section 2 — Typography: Sabon and Verdana ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 2.1.2 — SHIFT_ Usage* [complement] *Embargo September 4, 2002
Section 2.1.2 — SHIFT_ Usage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[complement*]
Section 2.1.2 — SHIFT_ Usage (No SHIFT_) ,[object Object],[object Object],[object Object],[object Object],Applications: Information Technology (IT) Customer Service Consumer Affairs Corporate Trade Advertising CTO Human Resources Dealer Facilities Dealers Relations Sales Operations Employee Communications Nissan Motor Manufacturing Corp/Smyrna NTC Nissan Technical Center NA Nissan Hawaii Nissan Canada (NCI) Nissan Mexico (NMEX) PR Etc.
Section 2.1.2 — SHIFT_ Usage: Complement word(s) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[Brand pool] New words must be approved by Marketing/Brand/Legal
Section 2.1.2 — SHIFT_ Usage: Complement word(s) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[model complement] New words must be approved by Marketing/Brand/Legal
Section 2.1.2 — SHIFT_ Usage: Use of Kelly Nissan Tagline ,[object Object],[object Object],[object Object],[object Object],[object Object],Acceptable HEADLINE HEADLINE
Section 2.1.2 — SHIFT_ Specifications ,[object Object],[object Object],[object Object],[object Object]
Section 3 Kelly Nissan Support Design System ,[object Object],[object Object],[object Object],[object Object],[object Object]
Section 3.1–3.2 — Modular Grid System / Brand Symbol & Wordmark Placement ,[object Object],[object Object],[object Object],[object Object],[object Object]
Section 3.3 Kelly Nissan Red Accent Line System ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 3.5 Kelly Nissan Make/Model Linkage ,[object Object],[object Object],[object Object],[object Object]
Section 3.5.1 Kelly Nissan Make/Model Lock-ups ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],X= height of “N” Y = height of bar in symbol Type is NissanAG Medium Extended
Section 3.5.1 Kelly Nissan Make/Model Lock-Up Exceptions ,[object Object],[object Object],[object Object],[object Object]
Section 3.5 Kelly Nissan Make/Model Linkage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 3.5 Kelly Nissan Make/Model Linkage ,[object Object],[object Object],[object Object]
15 MINUTE BREAK Kelly Nissan
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 4 Kelly Nissan Application Design System ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 4.1 Kelly Nissan Stationery ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 4.2 Kelly Nissan Business Forms ,[object Object],[object Object],[object Object],[object Object],[object Object]
Section 4.3 Kelly Nissan Advertising (Nissan National) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 4.3 Kelly Nissan Advertising ,[object Object],[object Object],[object Object],Architecture
Section 4.4 Kelly Nissan Printed Materials ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 4.5 Kelly Nissan Internal Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 4.6 Kelly Nissan Internet and Online Applications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 4.7 Kelly Nissan Promotional Support Materials ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 4.7 Kelly Nissan Promotional Support Materials (cont.) ,[object Object],[object Object],[object Object]
Section 4.8 — Kelly Nissan Specialized Logos ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 4.9 Kelly Nissan Merchandise and Apparel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 4.10 Kelly Nissan Merchandise Licensing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 4.11 Kelly Nissan Tradeshows and Events ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 4.12 Kelly Nissan Corporate Facilities & Signage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 4.13 Kelly Nissan Vehicle Identification ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 4.14 Kelly Nissan Parts Packaging ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 4.15 — Trademark (Protection) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 4.16 — Kelly Nissan Dealer Applications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 4.16 — Kelly Nissan Dealer Applications ,[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
NissanArtwork.com: Usage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Launch / Communication Plan September 2 9 16 23 30 LAUNCH VI Training (Mexico) Brandwatch / Quick Reference Guide (Employees) E-mail / NissanArtwork.com launch VMX Lobby Display / Presentation NTV Communication Square Posters / Banners VI Compliant Dress Day VI certification (Oct) Translations (French / Spanish)
Launch / Communication Plan September 2 9 16 23 30 DEALER COMMUNICATIONS SalesTalk (September / October) Artwork Binder Dealer Portal (October 1) 10/1 MEETINGS RMM DAB (August 22) USMC RVP 16–18
Next Steps: Integration Team Members ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
FAQs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THANK YOU!

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Kelly Nissan of Easton, PA Visual Identity Branding Program with Nissan North America

  • 1. Visual Identity Implementation Kelly Nissan Dealership VI Integration Team Orientation Kelly Nissan – Easton, PA www.KellyCar.com
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  • 7. Section 1.0 — Introduction Kelly Nissan Goal… Enduring Profitable Growth How: Building a Powerful Kelly Nissan Brand FAMILIARITY (Recognizable) SPECIALNESS (Relevant Differentiation) AUTHORITY (Quality, Leadership And trust) “ A familiar, authoritative source of a special promise”
  • 8. Section 1.0 Kelly Nissan Brand Promise: Our Specialness Personality Values Rewards Functions Bold & Thoughtful Sets own standards Maximizes life Imaginatively designed with me in mind Evokes a passionate total car experience Fusion of advanced technology and design for human benefit Superior agility and responsiveness As Kelly Nissan, we will be thoughtfully bold and set our own standards . We will ensure that each of our customers becomes an enthusiast by anticipating their individual needs by providing products and services that reflect the imaginative fusion of the best technology and the best design . Special Contract between Kelly Nissan and its Customers
  • 9. Section 1.0 — Kelly Nissan Introduction Establishing a Brand Identity Dealership Experience All Customer Touch Points Product Organization Personality Availability/ Distribution Customer Offer Visual Brand Identity Services Marketing Communications Kelly Nissan Brand Identity
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  • 13. Section 1.5 Kelly Nissan Application Matrix Corporate Management and Activities Consumer-Facing Sales, Marketing and Product Information (Brand Symbol vs. Wordmark)
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  • 30. Section 2.1.2 — SHIFT_ Usage* [complement] *Embargo September 4, 2002
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  • 45. 15 MINUTE BREAK Kelly Nissan
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  • 71. Launch / Communication Plan September 2 9 16 23 30 LAUNCH VI Training (Mexico) Brandwatch / Quick Reference Guide (Employees) E-mail / NissanArtwork.com launch VMX Lobby Display / Presentation NTV Communication Square Posters / Banners VI Compliant Dress Day VI certification (Oct) Translations (French / Spanish)
  • 72. Launch / Communication Plan September 2 9 16 23 30 DEALER COMMUNICATIONS SalesTalk (September / October) Artwork Binder Dealer Portal (October 1) 10/1 MEETINGS RMM DAB (August 22) USMC RVP 16–18
  • 73.
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