2023学年完整公开课版VI手册资源Tesla

al2010BRANDMANUALTABLEOFCONTENTSIntroduction01Welcome02AboutTeslaVisualIdentity01Overview02TheTeslaWordmark03TheTeslaFlag04TheTeslaT05RoadsterLogo06RoadsterSportLogo07ModelSLogo08UnacceptableUsesoftheVisualIdentityTypography01PrimaryTypographyColors01CorporatePalette=BusinessPapers01BusinessCard02ElectronicandPrintedLetterhead03EnvelopesElectronicApplications01PPTTemplate02E-mailSignatureOtherApplications01MerchandiseGuidelines02ApparelGuidelinesEditorialGuidelines01EditorialGuidelinesINTRODUCTIONWELCOMEWelcometotheTeslaMotors,Inc.brandguidelines.Aunifiedandconsistentuseoftheseguidelinesisoneofthekeywaysbywhichwewillvisiblydistinguishandstrengthentheequityandhencethevalueofourbrandoverthemediumandlong-term.Theseguidelinesaredesignedtohelpeverybodyinvolvedintheproductionofourcommunicationsandtheyalsoplayanimportantroleinbuildingourbrand.Pleasetaketimetoreadandunderstandthem:Thedesignprincipleshavebeencarefullyconsideredanddevelopedtoensurethatourvisualidentityisconsistentallaroundtheworld.Theywillcontinuetoevolveasourrequirementsgrowtobecomeafullycomprehensiveguideforallidentityapplications.ThisdocumentprovidesdetailedguidelinesforworkingwiththeTeslaMotorsvisualidentity.Itincludesanoverviewofourbrandpositioning,ouridentitytoolkit,andillustratesapplicationsforbusinesspapersandotherapplications.Thankyouformakingthebrandapriority!INTRODUCTION01INTRODUCTIONABOUTTESLATESLAMOTORSwasfoundedin2003byagroupofintrepidSiliconValleyengineerswhosetouttoprovethatelectricvehiclescouldbeawesome.THETESLAROADSTERhitthestreetsinearly2008asacarwithnoequal.Twoyearslater,over1,000Roadstersdriveemissions-freeinmorethan25countries.TESLA’SBATTERYPACKSANDPOWERTRAINSwillhelplessenglobaldependenceonpetroleum-basedtransportationanddrivedownthecostofelectricvehicles.Bycooperatingwithothercarmanufacturers,wehopetoputmoreelectriccarsontheroad.EVERYTESLAANDEVusingTeslaTechnologyisasteptowardsmakingincreasinglyaffordableelectriccarsavailabletotheconsumer.It’smorethanelectric,it’sTesla.INTRODUCTION02VISUALIDENTITYOVERVIEWA.TheTeslaWordmarkB.TheTeslaFlagC.TheTeslaTTheTeslaVisualIdentityismorethanabadgeorlogo:itstandsforwhoweare.Itisavisualrepresentationofourbrand,ourvaluesandourcommitmenttobethebestoftheautomotiveandtechnologyworlds.Therelationshipbetweeneachelementofourvisualidentityhasbeencarefullyconsidered:thelettershavebeenspeciallydrawnandcolorshavebeenchosentocreateaunique,distinctivemark.Therelativesizeandpositionoftheelementsisfixedandshouldnotbechanged.TherearethreevariationsoftheTeslaVisualIdentityTheyare:A.TheTeslaWordmarkB.TheTeslaFlagC.TheTeslaTNotethatTheTeslaFlagandTheTeslaTmaybeusedoncommunicationsONLYWITHEXPLICITAPPROVALofCorporateMarketingandtheChiefDesigner/CreativeDirector.VISUALIITY01VISUALIDENTITYTESLAWORDMARKA.PermissibleColor/BackgroundCombinationsB.ClearspaceTheTeslaWordmarkisthemostcommonexpressionoftheTeslaVisualIdentity.Itcombinestheclearestcommunicationofthebrandnamewiththemostflexiblerulesofapplication.TheTeslaWordmarkmaybeusedinanyapplicationandinanyconfigurationprovidedthetworulesarestrictlyadheredto:A.TheTeslaWordmarkmayONLYbeusedinthecolorcombinationsshownhere.ItmayNOTbeplacedonaHIGHLY-PATTERNEDbackgroundorphotograph.Careshouldbetakenthatthebackgrounduponwhichitliesallowsittoreadwithsufficientprominence.Thetypemaynotbealteredinanyway,norshouldithaveanyelementsaddedtoit,suchasadropshadoworunderline.B.AclearspaceequaltotheverticalheightofTheTeslaWordmarkmustbemaintainedaroundTheTeslaWordmarkineveryapplication.Noothervisualelementmayintrudewithinthisclearspace.TheTeslaWordmarkmayNOTbeused“in-line”aspartofheadlines,copyorothertypography,butshouldalwaysbeusedasastand-aloneelement.TheTeslaWordmarkistheONLYexpressionoftheTeslaVisualIdentitywhichmaybegiventothirdpartiesforuseintheircommunications.Thirdpartiesmustalsoabidebytherulesoutlinedabove.VISUALIDENTITY02VISUALIDENTITYTHETESLAFLAGA.PermissibleColor/BackgroundCombinationsB.Bleed&C.ClearspaceTheTeslaFlagismorethanabadgeorlogo:itstandsforwhoweare.Itrepresentsourcommitmenttobethebestoftheautomotiveandtechnologyworldsanditsuseshouldbecarefullycontrolled.Therelationshipbetweeneachelementofourlogohasbeencarefullyconsidered:thelettershavebeenspeciallydrawnandcolorshavebeenchosentocreateaunique,distinctivemark.Therelativesizeandpositionoftheelementsisfixedandshouldnotbechanged.UseoftheTeslaFlagonanapplicationrequirestheexplicitpermissionofCorporateMarketingandtheChiefDesigner/CreativeDirector.ItshouldNEVERbegiventothirdpartiesforuseontheircommunications.UseofTheTeslaFlagmustadheretothefollowingthreerules:A.TheTeslaFlagmayONLYbeusedinthecolorcombinationsshownhereortheequivalentnoncolorapplications(engraving,bas-relief,etc.)TheTeslaTandTeslaWordmarkmayonlybeinWhiteononeofthe3backgroundsshownhere(TeslaRed,Black,orGray).TheTeslaRedbackgroundisthepreferred/primaryapplication.WhileTheTeslaFlagmaybeplacedoverapatternedbackgroundorphotograph,nopatternorimagemusteverbeusedWITHINTheTeslaFlag.B.TheTeslaFlagMAYNEVER“float”onanapplication.EITHERthetoporbottomedgeofTheTeslaFlagMUSTbleedoffoftheedgeoftheapplicationinquestion(theonlyimplicitexceptiontothisruleisthebusinesscard,where,technically,theflagbleedstoallfoursides).C.AclearspaceequaltohalfoftheheightofTheTeslaTmustbemaintainedbetweenallOTHERedgesofTheTeslaFlagandtheedgesoftheapplicationinquestion.ITY03VISUALIDENTITYTESLATA.PermissibleColor/BackgroundCombinationsB.Clearspace0.5X0.5X0.5X0.5XUseoftheTeslaTonanapplicationrequirestheexplicitpermissionofCorporateMarketingandtheChiefDesigner/CreativeDirector.ItshouldNEVERbegiventothirdpartiesforuseontheircommunications.UseofTheTeslaTmustadheretothefollowingtworules:A.TheTeslaTmayONLYbeusedinthecolorcombinationsshownhere.ItmayNOTbeplacedonapatternedbackground,overaphotographoronabackgroundofsomeothercolor.TheTeslaTmayNOTbeinacolororonabackgroundotherthanthe4shownhere(TeslaRed,TeslaBlack,TeslaGrayorTeslaWhite)B.AclearspaceequaltohalfofthehorizontalwidthofTheTeslaTmustbemaintainedaroundTheTeslaTineveryapplication.Noothervisualelementmayintrudewithinthisclearspace.C.TheTeslaTmustalwaysbeusedinsomedegreeofproximitytoTheTeslaWordmark(eitheronthesamevisualplaneoronthesameobject).Itshouldneverbeusedalone.ExceptionstothisrulecanonlybemadebyCorporateMarketingandtheChiefDesigner/CreativeDirector.VISUALIDENTITY04VISUALIDENTITYROADSTERA.PermissibleColor/BackgroundCombinationsB.ClearspaceTheRoadsterWordmarkmaybeusedinanyapplicationandinanyconfigurationprovidedthetworulesarestrictlyadheredto:A.TheRoadsterWordmarkmayONLYbeusedinthecolorcombinationsshownhere.ItmayNOTbeplacedonapatternedbackground,overaphotographoronabackgroundofsomeothercolor.ThetypemayNOTbeinacolororonabackgroundotherthanthe4shownhere(TeslaRed,TeslaBlack,orTeslaWhite)B.Aclearspaceequaltotheverticalheightof“a”inTheRoadsterWordmarkmustbemaintainedaroundTheRoadsterWordmarkineveryapplication.Noothervisualelementmayintrudewithinthisclearspace.TheRoadsterWordmarkmayNOTbeused“in-line”aspartofheadlines,copyorothertypography,butshouldalwaysbeusedasastand-aloneelement.TheRoadsterWordmarkmaybegiventothirdpartiesforuseintheircommunications.Thirdpartiesmustalsoabidebytherulesoutlinedabove.VISUALIDENTITY05VISUALIDENTITYROADSTERSPORTA.PermissibleColor/BackgroundCombinationsB.ClearspaceTheRoadsterSportWordmarkmaybeusedinanyapplicationandinanyconfigurationprovidedthetworulesarestrictlyadheredto:A.TheRoadsterSportWordmarkmayONLYbeusedinthecolorcombinationsshownhere.ItmayNOTbeplacedonapatternedbackground,overaphotographoronabackgroundofsomeothercolor.ThetypemayNOTbeinacolororonabackgroundotherthanthe4shownhere(TeslaRed,TeslaBlack,orTeslaWhite)B.Aclearspaceequaltotheverticalheightof“a”inTheRoadsterSportWordmarkmustbemaintainedaroundTheRoadsterSportWordmarkineveryapplication.Noothervisualelementmayintrudewithinthisclearspace.TheRoadsterSportWordmarkmayNOTbeused“in-line”aspartofheadlines,copyorothertypography,butshouldalwaysbeusedasastand-aloneelement.TheRoadsterSportWordmarkmaybegiventothirdpartiesforuseintheircommunications.Thirdpartiesmustalsoabidebytherulesoutlinedabove.VISUALIDENTITY06VISUALIDENTITYMODELSA.PermissibleColor/BackgroundCombinationsB.ClearspaceTheModelSWordmarkmaybeusedinanyapplicationandinanyconfigurationprovidedthetworulesarestrictlyadheredto:A.TheModelSWordmarkmayONLYbeusedinthecolorcombinationsshownhere.ItmayNOTbeplacedonapatternedbackground,overaphotographoronabackgroundofsomeothercolor.ThetypemayNOTbeinacolororonabackgroundotherthanthe3shownhere(TeslaGray,TeslaBlack,orTeslaWhite).TheModelSWordmarkshouldNEVERbeusedinTeslaRed.B.Aclearspaceequaltotheverticalheightof“M”inTheModelSWordmarkmustbemaintainedaroundTheModelSWordmarkineveryapplication.Noothervisualelementmayintrudewithinthisclearspace.TheModelSWordmarkmayNOTbeused“in-line”aspartofheadlines,copyorothertypography,butshouldalwaysbeusedasastand-aloneelement.TheModelSWordmarkmaybegiventothirdpartiesforuseintheircommunications.Thirdpartiesmustalsoabidebytherulesoutlinedabove.VISUALIDENTITY07VISUALIDENTITYUNACCEPTABLEUSESOFTHEVISUALIDENTITYWrongSpatialRelationshipsWrongbackgroundtoflagFloatingFlagCroppedTeslaTOldTeslaShieldTeslaWordmarkused“in-line”totextTheexhibitsabovearesomeexamplesofwaysinwhichthevariationsoftheTeslaVisualIdentitySHOULDNOTbeused.Thisisbynomeansanexhaustivelist,butitillustratessomeofthemostcommonissues.Inparticular,pleasemakesurethattheidentityisalsorenderedincorrectcolorsandpositionandisnotdistorted.Itisalsoimportanttoensurethattheidentityhassufficientclearspaceandbleedscorrectly(inthecaseofTheTeslaFlag)ITY09TYPOGRAPHYPRIMARYTYPOGRAPHYPrimary&CopyFont:HelveticaLightStandardHelveticaObliqueHelveticaBoldHelveticaBoldObliqueHELVETICAABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789Secondary&HeadlineFont:GothamLightGothamBookGothamMediumGOTHAMABCDEFGHiJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789Electronicfont:ArialRegularARIALABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789Theselectionanduseofourcorporatetypefacehastwofunctions.Firstly,tocreateadistinctiveandconsistentlookacrossallourcommunications.Secondly,tohelpthereadernavigateadocument,deliveringmessageswithimpactandclarity.OurprimarytypefaceisHelvetica.Helveticaisthequintessentialmodernandversatilesansseriftypeface.Itishighlylegible,economicalwithspaceandcomesinavarietyofweightsthatgivedistinctionandimpacttoanycommunication.TheHelveticafamilyisavailablegloballyforPCandMacintoshsystems.Forheadlines,titlesandpull-out’syoumayuseoursecondarytypography,whichisGotham.Forelectronicapplications,itisimportanttouseatypefacethatisinstalledasastandardonallPCandMacintoshsystems.ArialhasbeenselectedtoreplaceHelveticainelectronicapplicationsbecauseitistheclosestmatchoutofthestandardtypefacesavailable.O01COLORPALETTECORPORATEPALETTEOCOMOYOK255R255G255BWEB=FFFFFFWhiteOCOMOY100KOROGOBWEB=OOOOOOBlackOC100M81Y4K227R25G55BWEB=E31937PANTONE®186OCOMOY24K201R203G204BWEB=C9CBCCPANTONE®CoolGray4OCOMOY39K174R176G178BWEB=AEB0B2PANTONE®CoolGray7OCOMOY68K113R114G115BWEB=717074PANTONE®CoolGray11ThecolorsfeaturedonthispageandthroughoutthissitearenotintendedtomatchthePANTONE*ColorStandards.ThestandardsforthePANTONEColorsareshowninthecurrenteditionofthePANTONEColorFormulaGuide.ThePANTONEMATCHINGSYSTEM®isaworldwideprinting,publishingandpackagingcolorlanguagefortheselection,marketingandcontrolofcolor.‘PANTONE®isaregisteredtrademarkofPantone,Inc.Colorisagreatidentifier:footballteams,airlinesandeventelecommunicationscompanies“own”colorsthatareinstantlyrecognizableandrepresentwhotheyare.Byunderstandingandexploitingthisprinciplewecanusecolortoinfluencethewaypeoplethinkaboutusandbuildstrongassociationswithourbrandandourproducts.Properapplicationoftheprimarycorporatecolorpalettehelpstoensureaconsistentandcrediblecommunicationofthecompany.Ourcorporatecolorpaletteconsistsofred(PMS186)grays(PMSCoolGray4,7and11)andwhiteandblack.WhenitisnotpossibletoprintasolidPantonecolor,checkourrecommendedCMYKbreakdown(Cyan,Magenta,YellowandBlack.)AlwaysusethepercentagebreakdownsspecifiedheretoachievetheclosestmatchtoPantonecolors.RGBandwebsafevaluesspecifycolorsforscreenandInternetdisplay.Theseguidelinesaredesignedtobeviewedonscreen.RGBcolorprintoutsshouldnotbeusedtomatchcolor.Alwaysusetherelevantmatchingsystemtoensureconsistency.Thesecolorsortheirequivalentsshouldsetthetoneofanyapplicationwhichstagesthecompanyorisacommunicationfromthecompany.Overall,brandcolorsshouldbeusedinthefollowingpercentages:White75%,coolgray4,7,1120%,andred5%.Inmostinstances,theredinthelogoflagandasupportinggraphicelementareenoughredforthepageorapplicationinquestion.Wearetryingtomoveawayfromthedarkgothicblacksandcreateamodernandfreshlyefficientaesthetic.COLOR01BUSINESSPAPERSBUSINESSCARDFranzvonHolzhausenChiefDesigner/CreativeDirector310.555.1212mobile310.555.1010directfranz@TESLAMOTORS,INC1RocketRoadHawthorneCA90250FrontBackAfewcountriesmayneedtoadaptthesizeofthebusinesscardtocomplywithlocalstandards.Thegraphicelementsmustalwaysremainthesameandtheproportionofheighttowidthofthebusinesscardmustnotbealtered.RecommendedpaperstockforbusinesscardsisMohawkdoublethickbrilliantwhitewove,160#stock.AnysignificantchangestoaccommodatelocalnormsmustbeapprovedbyCorporateMarketingandtheChiefDesigner/CreativeDirector.NESSP/01BUSINESSPAPERSELECTRONICANDPRINTEDLETTERHEADTESLAMOTORS,INC3500DeerCreekRd,PaloAlto,CA94304p650.681.5000f650.681.5200PrintedLetterheadElectronicLetterheadWehavetwoversionsofthecorporateletterhead,onetobeusedforeveryday,electronicusewhichusesTheTeslaWordmarkandonewhichisusedforspecialoccasionsandmustbeprintedbyoffsetprintingwhichusesTheTeslaFlag.ThedesignsofthesetwoletterheadsareconsistentacrossallTeslaMotors,Inc.locationsalthoughlocalpostalregulationsandpapersizestandardsmaymakeitnecessarytoadjustthepositionofcertainelements,butineverycasefollowthelayoutprinciplesillustratedhere.Recommendedpaperstockforoffsetprintedletterheadisabrightwhitewove,100poundtext.Theprintedletterhead(usingTheTeslaFlag)MUSTNEVERbeprintedfromacomputerasthiswillcauseincorrectbleedandproportionofTheTeslaFlagandwillcutofftheredlineatthebottom.BUSIN02BUSINESSPAPERSENVELOPETE5Ln3500DeerCreekRd,PaloAltoCA94304ThedesignofourenvelopeisconsistentacrossallTeslaMotors,Inc.locations.Localpostalregulationsmaymakeitnecessarytoadjustthepositionofcertainelements,butineverycasefollowthelayoutprinciplesillustratedhere.Thesizesofelementsarethesameasthesizesofthesameelementsasusedintheletterhead.TheaddresstextshouldbeprintedinPMSCoolGray7whiletheinsideoftheenvelopeshouldbeprintedinPMSCoolGray4.BUSINESSPAPERS03ELECTRONICAPPLICATIONSPPTTEMPLATETheTeslaPowerPointtemplateusesTheTeslaFlaginTeslaGrayintheupperrighthandcorner,togetherwithathinredruletostagetheheadlineforeachslide.ThefootercontainscopyrightinformationaswellasthepagenumberandTheTeslaWordmark.AlltypeisArialThetitleslideshoulduseTheTeslaWordmarkastheprimaryvisualidentityelement.AlwaysuseanapprovedtemplatewhencreatingPowerPointpresentations.WhensendingcopiesofPowerPointpresentationstooutsidethirdpartiesitisalwaysbesttoconvertthemfirsttoPDFformat.ELECTRONICAPPLICATIONS01ELECTRONICAPPLICATIONSE-MAILSIGNATURE10.5pt.ArialBold,185R,18G,49B(Red)10.5ArialBold,113R,114G,115B(Gray)ColetteNiazmand|SeniorManager,Marketing3500DeerCreekRoad|PaloAlto,CA94304p650.681.5009|c650.xxx.xxxx|f650.681.5104]ecolette@lOptArialRegular,113R,114G,115B(Gray)ThecontentofthismessageistheproprietaryandconfidentialpropertyofTeslaMotors,andshouldbetreatedassuch.Ifyouarenottheintendedrecipientandhavereceivedthismessageinerror,pleasedeletethismessagefromyourcomputersystemandnotifymeimmediatelybyreplye-mail.Anyunauthorizeduseordistributionofthecontentofthismessageisprohibited.Thankyou.Pleaseconsidertheenvironmentbeforeprintingthisemail.8ptArialRegular201R203G204B(LightGray)Theelectronicsignatureshouldbekeptasconsistentaspossible.Onlyjobtitlesapprovedbyaseniormanagermaybeused.Arequesttoconsidertheenvironmentbeforeprintingmaybeused,asmayalegaldisclaimer.InadditioniconsandlinkstotheTeslaMotorspageonFacebook,TwitterandYouTubemaybeadded.Nootherimagesshouldbeused.Inallcases,ONLYTheTeslaWordmarkmaybeusedinanelectronicsignatureintheformatshownabove.NEVERuseTheTeslaFlagorTheTeslaT.ELECTRONICAPPLICATIONS02OTHERMERCHANDISETheTeslaMotorsidentityrepresentsourcompanyandtheproductsthatitinventsandmanufacturesandshouldbetreatedconsistentlyandwithrespect.Butasanautomobilebrandandabrandthatrepresentsarevolutionarynewapproachtotransport,theTeslabrandisalsoalifestylebrand.Inthelifestylecontextwewillallowmorelatitudeinhowthebrandismodifiedinordertomakeaparticularfashionaccessoryorgarmentattractiveandattentiongetting.Thereare,however,afewhardandfastrules.First,makeacleardistinctionbetweenitemsthatwillbeusedasadirectrepresentationoftheTeslacompanyorproduct(e.g.employeeapparel,caraccessories,corporategive-aways,etc.)andthosedesignedtobeusedorworninthespiritofTeslaMotors(t-shirts,hats,scarves,etc.).TheformeritemsMUSTadheretothespiritandletteroftheseguidelines.Thelatteritemsdonot,exceptforthefollowingrules.IfyouareinANYdoubtaboutwhetheranitemisacorporateitemorafashionitem,pleasecontacttheresponsiblememberoftheMarketingdepartment.Second,althoughonthesetypesofitems,thelogoanditselementsmaybede-constructedandusedaloneorinarbitraryproportionstoeachother,theyMUSTNEVERbedistortedinanysignificantmannerorsetindifferenttypography.Third,somewhereontheaccessoryorgarment,theTeslaMotorsidentitymustappear,eitherintheformofTheTeslaWordmarkaloneorinthecontextofTheTeslaFlag.Fourth,thetreatmentoftheidentityshouldinnowaydenigrateorbringthebrandintodisrepute.Fifth,finallyandmostimportant,noaccessoryorgarmentdesignistobeputintoproductionwithoutthereviewandexplicitapprovalofCorporateMarketingandtheChiefDesigner/CreativeDirector..01OTHERAPPARELTheTeslaMotorsidentityrepresentsourcompanyandtheproductsthatitinventsandmanufacturesandshouldbetreatedconsistentlyandwithrespect.Butasanautomobilebrandandabrandthatrepresentsarevolutionarynewapproachtotransport,theTeslabrandisalsoalifestylebrand.Inthelifestylecontextwewillallowmorelatitudeinhowthebrandismodifiedinordertomakeaparticularfashionaccessoryorgarmentattractiveandattentiongetting.Thereare,however,afewhardandfastrules.First,makeacleardistinctionbetweenitemsthatwillbeusedasadirectrepresentationoftheTeslacompanyorproduct(e.g.employeeapparel,caraccessories,corporategive-aways,etc.)andthosedesignedtobeusedorworninthespiritofTeslaMotors(t-shirts,hats,scarves,etc.).TheformeritemsMUSTadheretothes