NADA Used Car Guide Brand Standards and Guidelines Updated May 21, 2014 For Authorized Use; The logos, colors, marks, and other contents of this document are owned solely by the National Automobile Dealers Association (“NADA”), and are for the exclusive use of NADA, and shall not be incorporated, printed, or otherwise used in any way without the express written permission of NADA. Access to this document and all its contents is by permission only, and should not be shared with any non-authorized party. Table of Contents Brand Overview Logos & Product Trademarks Colors Company Name Usage Values Usage Font Style 3 4 10 12 13 14 May 21, 2014 NADA Used Car Guide | BRAND OVERVIEW Brand Position Brand Overview NADA Used Car Guide is the industry leader in vehicle valuation data and information. As the leading authority and number-one choice among industry professionals, we set the standard for accuracy, reliability and recency. We gather more data from more sources, apply tested and proven analytical methodologies, and deliver to more touch points than any other source. Our long history of industry leadership, deep relationships and focused expertise ensure that our vehicle valuation data and information are the most accurate, reliable and trusted in the industry. We are the recognized authority. We set the standard. We make business possible. This brand overview will help business partners ensure that marketing and sales materials properly align to the spirit of the NADA Used Car Guide brand. We are NADA. We set the standard. Value Proposition The number-one source for the most informed decision. The only choice for a confident decision. Guiding Principles / Values We are data enthusiasts. We are dedicated to obtaining the most information, from the most sources, while utilizing the most advanced methodologies in order to deliver the most accurate, most comprehensive, and most trusted valuation data and information to our customers. If it’s not the best data in the industry, we aren’t doing our job. We are customer enthusiasts. We are dedicated to providing the data and information that customers and consumers need to do business. We work hard to ensure that our customers have access to the information they need in the format they want. Our products enable our customers to feel 100% confident and empowered in their decisions. If our customers and consumers can’t access our data in the way they want and need, we aren’t doing our jobs. We are innovation enthusiasts. We are driven by a passion to deliver the best data in the most userfriendly formats, regardless of touch point. We are constantly developing new ways to gather, analyze, package, and deliver vehicle valuation data and information to our customers and consumers. We continuously innovate our products and services to anticipate the needs of our customers for accurate, timely, and comprehensive data and information. If we aren’t figuring out new and ever more useful ways to deliver on our promise to customers and consumers, we aren’t doing our jobs. May 21, 2014 3 *All of the logos and images displayed herein are the trademarks, service marks and/or intellectual property of NADA and may not be reused or re-printed in any way without the prior express authorization of NADA. NADA Used Car Guide | LOGOS & PRODUCT TRADEMARKS Primary Logo Primary Logo The NADA Used Car Guide corporate signature must be used on all communications in the consistent manner shown. A minimum usage size has been determined for legibility. The logo should never be reproduced smaller than 1/2" wide. If reproduced any smaller, details are lost. The logo must never be cluttered by other elements such as text, photographs, illustrations or background textures. Space, therefore, must always exist around the logo. The minimum amount of such space can be defined as one quarter of “X,” which is the height of the logo. Primary Logo • Correct Usage 1/4 X 1/4 X X Clear zone area around logo should Minimum size for print: Minimum size for web: be a minimum of one-quarter of X. 5/16" (h) 64 px (h) 100 px (w) 1/2" (w) X = height of the logotype May 21, 2014 4 NADA Used Car Guide | LOGOS & PRODUCT TRADEMARKS Preferred use on light backgrounds Primary Logo Usage The full-color logo is preferred for use whether on solid white, blue or black backgrounds. When one-color printing is only available, the logo may be used in all black or all blue. If blue or black is not available, use the reversed version of the logo. Preferred use on dark backgrounds You should always provide the Illustrator® logo file to third-party users. Also (except in web application), do not use JPEG, TIFF, GIF or any Photoshop®-based files for print applications. The Illustrator EPS file is vector-based and allows for best replication. Preferred one-color in PMS blue 281 U Black-and-white use Black-and-white reversed use May 21, 2014 5 NADA Used Car Guide | LOGOS & PRODUCT TRADEMARKS CONTINUED Primary Logo Improper Logo Usage Correct Usage The NADA Used Car Guide logo at the left is the proper usage. The examples below demonstrate unacceptable treatments. The NADA Used Car Guide logo should never be altered from its original format. Primary Logo Incorrect Usage This logo represents a different company and is not to be used to represent NADA Used Car Guide. Never change the size or position of the date. Never change the font of the date. Never reverse the colors in the logo. Never angle / skew the logo. Never outline the logo. Never put a 3D effect on the logo. Never size down the logo. Never stretch the logo. Never narrow the logo. May 21, 2014 6 NADA Used Car Guide | LOGOS & PRODUCT TRADEMARKS CONTINUED NADA AppraisalPRO® Logo NADA AppraisalPRO® Correct Usage When referring to the product, NADA AppraisalPRO, the mark at left should be used. The words should be used as a graphic (not reset in type) so that it retains this styling. ® Preferred one-color in PMS blue 281 U Using NADA AppraisalPRO Name Within Copy When using NADA AppraisalPRO, the letters “PRO” should always appear in all uppercase. The full product name should always be used with “NADA” preceding “AppraisalPRO.” It should never say just “AppraisalPRO.” NADA AppraisalPRO should be followed by a registered mark (®) the first instance it appears within copy. SM Black-and-white use Black-and-white reversed use Logo with tagline ® May 21, 2014 7 NADA Used Car Guide | LOGOS & PRODUCT TRADEMARKS CONTINUED NADA AuctionNet Logo NADA AuctionNet Correct Usage When referring to the product, NADA AuctionNet, the mark at the left should be used. The words should be used as a graphic (not reset in type) so that it retains this styling. Using NADA AuctionNet Name Within Copy When using NADA AuctionNet in copy, the name “NADA” should always be in all uppercase letters and “AuctionNet” should have initial uppercase letters for “Auction” and “Net”. The full product name should always be used with “NADA” preceding “AuctionNet”. It should never say just “AuctionNet”. NADA e-Valuator® Logo Correct Usage No logo exists for NADA e-Valuator®. NADA e-Valuator® There is no logo that exists for the NADA e-Valuator, so no logo should be used when mentioning this product. Using NADA e-Valuator® Name Within Copy When using NADA e-Valuator in copy, the name “NADA” should always be in all uppercase letters and “e-Valuator” should always have a lowercase “e” and uppercase “V”. The full product name should always be used with “NADA” preceding “e-Valuator”. It should never say just “e-Valuator”. NADA e-Valuator always should have a hyphen between “e” and “Valuator”. It should never appear as “eValuator”. When using the NADA e-Valuator in copy, it should be followed by a registered mark ( ® ) the first instance it appears. May 21, 2014 8 NADA Used Car Guide | LOGOS & PRODUCT TRADEMARKS CONTINUED Primary Guidebook Images Guidebook Usage When using imagery for the NADA Official Used Car Guide® and NADA Official Commercial Truck Guide®, the book covers to the left should be used. NADA Official Used Car Guide® NADA Official Commercial Truck Guide® Guidebook Name Usage Within Copy When using NADA Official Used Car Guide and NADA Official Commercial Truck Guide in copy, the name “NADA” should always be in all uppercase letters and “Official Used Car Guide” and “Official Commercial Truck Guide” should always have initial uppercase letters. The full product name should always be used with “NADA” preceding “Official Used Car Guide” or “Official Commercial Truck Guide”. It should never say just “Official Used Car Guide” or “Official Commercial Truck Guide”. May 21, 2014 9 NADA Used Car Guide | COLORS Primary Company Colors The company colors of NADA Used Car Guide are blue and gold. Specific Pantone®, CMYK and RGB values appear at left. When the corporate colors are used in promotional materials, only these exact PMS spot colors should be used. When four-color process is being used, the CMYK percentages to the left will approximate the Pantone color. When printed, this color may vary somewhat due to paper stock or printing techniques. NADA Used Car Guide Blue Pantone® 281 U / 281 C C100, M78, Y0, K54 R0, G36, B93 #00245d When the color is intended only to be viewed on a screen, like a smartphone, computer or television, the RGB values shown at left should be used. For convenience, the web hexadecimal code number has also been provided. Do not simply convert the Pantone colors in an application to get CMYK, RGB or hex colors. The conversions at left have been adjusted to the best conversions for the eye. NADA Used Car Guide Gold Pantone 122 U / 136 C C0, M31, Y85, K0 R253, G183, B64 #fdb740 May 21, 2014 10 NADA Used Car Guide | COLORS CONTINUED Medium Blue C88, M66, Y0, K10 R40, G88, B159 #28589f Secondary Company Colors The secondary company colors of NADA Used Car Guide appear at left. These colors supplement the primary palette to add visual interest and depth to the brand. Light Blue C75, M50, Y0, K0 R73, G120, B188 #4978bc Dark Gray C67, M45, Y27, K70 R36, G52, B68 #243444 Deep Gold C0, M40, Y100, K0 R250, G166, B26 #faa61a Special Case Usage Red Burst Pantone 207 U / 7640 C Red Burst is to be used primarily as a callout on the NADA Official Used Car Guide®, as seen here. C25, M84, Y47, K6 R181, G75, B100 #b54b64 May 21, 2014 11 NADA Used Car Guide | COMPANY NAME USAGE Using the Company Name Within Copy Name Correct Usage NADA Used Car Guide In copy, the word NADA must always appear in uppercase with the words Used Car Guide after. Incorrect Usage NADA N.A.D.A. Website URL Correct Usage nada.com/b2b Example: NADA Used Car Guide Nada NadaUCG In email and website addresses, NADA must always appear in all lowercase. NADA is pronounced one letter at a time. Be sure that copy reads “an NADA (representative)” and not “a NADA (representative).” www.nada.com/b2b Incorrect Usage www.NADA.com www.nada.com www.nada.com/B2B www.NADA.com/b2b Email Addresses Correct Usage jsmith@nada.org Incorrect Usage jsmith@NADA.org jsmith@Nada.org jsmith@Nada.com May 21, 2014 12 NADA Used Car Guide | VALUES USAGE Proper Use of Values Order Our Values Values should appear in the following order: NADA Used Car Guide contains a comprehensive spectrum of values that are displayed in a variety of applications, from print to web. Auction Low, average and high auction values. Values represent recent price activity for used cars and light-duty trucks at wholesale auction. Updated weekly Trade-in Rough, average and clean condition-based trade-in values. Values represent the typical price for a vehicle at trade-in. Updated monthly Loan Clean condition-based loan value. Values represents the potential amount of credit that may be obtained on a vehicle. Updated monthly Retail Clean condition-based retail value with an optional Certified Pre-Owned valuation, where available. Values represents the typical selling price for a vehicle. Updated monthly Capitalization When using Auction, Trade-In, Loan, and Retail, they should always have initial uppercase letters. When used in copy, these values should appear in the order above, and each value should always have initial uppercase letters. When using the descriptors for the values in copy (i.e., low, average, clean), they do not have initial uppercase letters. May 21, 2014 13 NADA Used Car Guide | FONT STYLE Print Fonts Print Fonts Body Text Trade Gothic is the primary font to be used for all print material. Trade Gothic LT Std Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvqxyz 0123456789!&?$ Do not modify (expand or condense) the type in any way. When type is set, letters should be spaced tightly but should not touch. Trade Gothic LT Std Light Body text should be set in Trade Gothic Regular or Light, depending on the contrast needed. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvqxyz 0123456789!&?$ Headline and Subhead Trade Gothic LT Std Bold No. 2 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvqxyz 0123456789!&?$ Web and Online Fonts Body Text Headlines and subheads should be in Trade Gothic Bold No. 2. Online / Electronic Fonts The nature of fonts on the web and in MS Office documents or similar programs is often defined by the reader’s computer. For this reason, it is important to design these items with the most common PC or Mac fonts. Therefore, all HTML text and body text should be in Arial. If there is an opportunity to place words in the form of pictures (not needing to draw on the reader’s font selection), then the rules for print (above) should apply. Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvqxyz 0123456789!&?$ Headline and Subheads Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvqxyz 0123456789!&?$ E-mail and Electronic Document Fonts Body Text Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvqxyz 0123456789!&?$ Headline and Subheads Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvqxyz 0123456789!&?$ May 21, 2014 14