Rolls-Royce Motor Cars Corporate Identity Quick Reference Guide June 2011

 
 
Rolls-Royce Motor Cars Corporate Identity Quick Reference Guide June 2011
Rolls-Royce
     Rolls-Royce Motor
                  MotorCars
                          Cars
     Corporate
     Corporate Identity
                 Identity
     Quick Reference
            ReferenceGuide
                        Guide
     June 2011




1|                               Release 1.0 | April 2010
Rolls-Royce Motor Cars Corporate Identity Quick Reference Guide June 2011
Contents

		   Our brand
03   Objectives
04   Key principles
		   Brand essentials
05   Badge of honour
06   Badge of honour usage on backgrounds
07   Badge of honour usage with other logos
08   Brand colours
09   Logo size and thickness of Verona line
10   Colours of imagery
		   Typography
11   Corporate font
12   Alternative languages
13   Tone of voice
		   Advertising guidelines
14   Layout overview
16   Single dealer adverts
17   Multiple dealer adverts
18   Fuel economy figures
19   Advert dimensions – bleed size, trim size and type area
20   Finance-based advertising
21   Provenance advertising
		   Digital guidelines
22   Email communication
23   Dealer websites
		   Dealer photography
24   Photography standards
25   Exterior photographs
26   Exterior photographs – angles
27   Interior and option photographs
28   Contact information




2|                                                             Release 2.0 | June 2011
Rolls-Royce Motor Cars Corporate Identity Quick Reference Guide June 2011
Objectives


The new   Rolls-Royce
     Rolls-Royce   MotorMotor
                          Cars Cars Corporate
                               Corporate      Identity
                                         Identity and and
values have been developed to more effectively reflect the
evolution  of the
the evolution   of brand.
                   the brand.
This helps us to:
This helps us to:
• Be uniquely differentiated from other brands.
• Be uniquely differentiated from other brands
• Maintain consistency across materials.
• Maintain consistency across materials
• Reinforce the strength of the brand.
• Reinforce the strength of the brand
• Present the brand in a clear, consistent manner.
• Present the brand in a clear, consistent manner
At the brand’s core are thirteen key strategies that steer
At  theour
all of  brand’s core are thirteen
           communications   and are keyconsistently
                                         strategies that   steer all of
                                                     utilised
our  communications
to reinforce          and
             the brand.    areis consistently
                        This      known as ourutilised
                                                 brandtobullseye.
                                                            reinforce
the brand. This is known as our brand bullseye.
                                                                                                   Wisdom
                                                                                        Grace                      Powerful

                                                                          Presence                 Effortless
                                                                                                                                             Visionary

                                                                                      Charisma      Elation        Leadership

                                                                           Elegance                                                  Aspirational

                                                                                        Craftsmanship         Strive for
                                                                                                              perfection




43 | Rolls-Royce Motor Cars CI Quick Reference Guide                                                              Release 2.0
                                                                                                                          1.0 | April
                                                                                                                                June 2011
                                                                                                                                      2010
Rolls-Royce Motor Cars Corporate Identity Quick Reference Guide June 2011
Key principles


It is important when developing any form of dealer-specific
communication that the key brand beliefs are considered.
The use of the principles by every dealership worldwide
is vital to uphold the consistency of the Rolls-Royce brand.

Key principals for brand communications:
• Badge of honour must be used correctly.
• Correct colour pallet to be employed at all times.
                                                                                                    Ghost
                                                                                              The power of simplicity

• Format of the logo and salient graphic elements must
  be used appropriately.
• Only selected fonts and typefaces are to feature
  in communications.
• Appropriate Rolls-Royce Motor Cars tone of voice
  should be applied to all communications.
• Clarity and simplicity ensures focus on the key message
  and vehicle image should be applied to all communications.




                                                                                                                                       Ghost is the essence of Rolls-Royce in its purest form.
                                                                                                                                       Discreet technology and a new V12 engine make
                                                                                                                                       for effortless, rewarding driving; while the uncluttered
                                                                                                                                       interior cossets every occupant. Simplicity may be hard
                                                                                                                                       to achieve, but it’s always worth the effort.




                                                               Rolls-Royce Motor Cars Anytown Anywhere, 101 – 121 Upper Long Street West, Long Town Business Park, Verylongtownname XYZ 007
                                                                                                                    Tel: 012345 678901
                                                                                                           www.rolls-roycemotorcars-anytown.com
                                                                                        © Copyright Rolls-Royce Motor Cars Limited 2011. The Rolls-Royce name and logo are registered trademarks.




4|                                                                                                                                                                            Release 2.0 | June 2011
Rolls-Royce Motor Cars Corporate Identity Quick Reference Guide June 2011
essentials
Brand Essentials

Badge of honour                                                   Badge
                                                                  Badge of
                                                                        of honour
                                                                           honour exclusion
                                                                                  exclusion zones
                                                                                            zones
 Line art
Line   art version
            version (01/02)
                       (01/02)                          01   02    To enable
                                                                  To  enable the
                                                                              the Rolls-Royce
                                                                                   Rolls-Royce logo
                                                                                                  logo and
                                                                                                         and monogram
                                                                                                               monogram to   to have
                                                                                                                                have
•• This  is the preferred   version of
                preferred version      of the
                                           the logo
                                                logo.              maximum impact
                                                                  maximum     impact,ititisisimportant
                                                                                              importantto toavoid
                                                                                                               avoidcrowding
                                                                                                                       crowdingthe
                                                                                                                                 thespace
                                                                                                                                     space
                                                                   surrounding them.
                                                                  surrounding    them.There
                                                                                       There mustmust be
                                                                                                       be aa clear
                                                                                                               clear zone
                                                                                                                      zone around
                                                                                                                           around them
                                                                                                                                    them,
•• Finished
   Finished asas aa two-colour
                     two-colour foil,
                                 foil,
                                                                   free of
                                                                  free  of other
                                                                           other elements
                                                                                  elements suchsuch as
                                                                                                    as tag
                                                                                                        tag lines
                                                                                                             lines and
                                                                                                                   and text.
                                                                                                                         text.
   silver and
   silver  and black
                black.
                                                                               1/2 x

3D
 3D representation
      representation (03/04)
                        (03/04)
•• A
   A two-dimensional
      two-dimensional representation
                          representation of   of
                                                                  1/2 x
   the
   the 3D
        3D badge,
            badge, for
                    for use
                         use when
                              when budgets
                                     budgets
   prohibit
   prohibit the
             the use
                  use of
                      of the
                          the foiled
                               foiled line
                                       line art
                                            art
   version,
   version, or
            or magazine
                for magazineand and
                                 newspaper
                                      newspaper         03   04
   advertisements.
   advertisements.
•• Can
    Can be
         be printed
            printed using
                      using the
                             the normal
                                  normal four
                                            four
   colour  process   (CMYK).
    colour process (CMYK).
EX 3D representation (05)                                            x
•EXRed3Dversion  of the logo.
          representation        Only
                             (05)
 • Red version of the logo. connection
   permitted   when   used   in  Only
   with  EX experimental
    permitted  when used cars.in connection
  with EX experimental cars.
3D badge (06)
• Used in three-dimensional                             05   06
3D badge (06)
  applications such as signage in
• showrooms
  Used in three-dimensional
               and exhibitions.
  applications such as signage in
  showrooms and exhibitions.


                                                                                          Monogram
                                                                                           Derived from
                                                                                          Derived     from the
                                                                                                            the Rolls-Royce
                                                                                                                Rolls-Royce logo,
                                                                                                                              logo, the
                                                                                           the Rolls-Royce
                                                                                          Rolls-Royce         monogram
                                                                                                         monogram          is a secondary
                                                                                                                      is a secondary
                                                                                           identifier, which
                                                                                          identifier,  which can
                                                                                                              can be
                                                                                                                  be used
                                                                                                                      used for
                                                                                                                            for decorative
                                                                                           effect on Rolls-Royce
                                                                                          decorative                Motor CarsMotor
                                                                                                        effect on Rolls-Royce     products
                                                                                           and accessories.
                                                                                          Cars  products and accessories.




12
5 | | Rolls-Royce Motor Cars CI Quick Reference Guide                                                              1.0 | April
                                                                                                           Release 2.0         2010
                                                                                                                         June 2011
Rolls-Royce Motor Cars Corporate Identity Quick Reference Guide June 2011
essentials
Brand Essentials

Badge of honour usage on backgrounds
Pearl is used as the background colour for all print media, while white is only used
for internal media and some online applications. Verona, silver,
                                                            silver black  are only
                                                                   and black        usedused
                                                                               are only   as
background
as backgroundcolours  on on
                colours  materials, andand
                            materials,  onlyonly
                                             for for
                                                  product labelling
                                                     product          andand
                                                               labelling   building signage.
                                                                              building signage.

Standard                                                          Materials/labelling
                                                                  Materials/labelling




Standard                                                          Materials/labelling




Logo on Pearl:                 Logo on
                              Logo   on white:
                                         white:                   Logo
                                                                  Logo ononVerona:
                                                                             Verona:               Logo on silver:                     Logo on black:                      Inappropriate backgrounds:
Background for all standard    Only used asfora background
                              Background        online            Only
                                                                  Only used
                                                                         used for
                                                                               for signage
                                                                                   signage (e.g.   Only used on labelling (e.g.        Only used on labelling                          photography
                                                                                                                                                                           Patterns or photography.
print and online media
      applications.            colourapplications
                              media    on internal media
                                                    and (e.g.     buildings, dealerships,
                                                                  (e.g. buildings,        show-
                                                                                   dealerships,    products, materials,
                                                                                                   (e.g. products,      etc.) etc.).
                                                                                                                   materials,                                     etc.)
                                                                                                                                       (e.g. products, materials, etc.).
applications                   stationery,
                              internal     PowerPoint)
                                       media   (eg. stationery,   rooms,  etc.) etc.).
                                                                  showrooms,
                              PowerPoint).




6 | | Rolls-Royce Motor Cars CI Quick Reference Guide
13                                                                                                                                                                         Release 2.0
                                                                                                                                                                                   1.0 | April
                                                                                                                                                                                         June 2011
                                                                                                                                                                                               2010
Rolls-Royce Motor Cars Corporate Identity Quick Reference Guide June 2011
01

              Wordmark
                  Brand essentials

                          Badge of honour usage with other logos
Distinctive   For legal reasons, the Rolls-Royce logo
              cannot be The
                          usedBadge
                               in conjunction
                                                              The Rolls-Royce Motor Cars wordmark             Like the Rolls-Royce logo and the                                                                                       01 Correct usage
                                                                                                                                                                                                                                         The Rolls-Royce
                                     of honourwith
                                                 (or the      is exclusively
                                                      Rolls-Royce  monogram) for the
                                                                                 mayuse
                                                                                      notofbemulti-           monogram,
                                                                                              used in conjunction   with anytheother
                                                                                                                                 wordmark has been
eature        logos of other
                         logosbrands,
                               on anysodigital
                                         a wordmark           franchise dealerships
                                               or printed communications.     The logowho
                                                                                       mustneed   to exclusively.
                                                                                              be used         precisely
                                                                                                                    If anyspecified
                                                                                                                           instancesand is supplied with
                                                                                                                                                                                                                                         Motor Cars
                                                                                                                                                                                                                                         wordmark should
              has been created.
                         arise where the Rolls-Royce Motordisplay     the Rolls-Royce
                                                                 Cars name   needs to beMotor
                                                                                           usedCars
                                                                                                in conjunctionthis PDF.
                                                                                                                with   another logo,                                                                                                     be used when the
                         then only the Rolls-Royce Motor Cars brandwordmark
                                                                     name next    to be
                                                                                may  theused.
                                                                                         names or logos                                                                                                                                  brand appears next
               02                                             of other manufacturers on signage or                                                                                                                                       to other brand
                                                              letterheads.                                                                                                                                                               logos

                                                                                                                                                                                                                                      02 Incorrect usage
                                                                                                                                                                                                                                         For legal reasons,
                                                                                                                                                                                                                                         the Rolls-Royce
                                                                                                                                                                                                                                         logo must never be
                                                                                                                                                                                                                                         used next to other
                                                                                                           Exclusion zones                                                                                                               brand logos



              01                                                                    Clearly             So that the Rolls-Royce Motor Cars
                                                                                                        wordmark can have optimal impact, it is
                                                                                                                                                                The minimum clear zone is determined
                                                                                                                                                                by the height of the first line of the
                                                                                                                                                                                                               The Rolls-Royce Motor Cars wordmark
                                                                                                                                                                                                               should never appear smaller than 20 mm
                                                                                                                                                                                                                                                                                   Minimum size
                                                                                                                                                                                                                                                                                   The minimum widt
                                                                                    legible
              31 | Corporate Identity Rolls-Royce Motor Cars | Basic Elements | Wordmark | Introduction
                                                                                                        important to avoid crowding it. A clear                 Rolls-Royce Motor Cars wordmark, as            in width.
                                                                                                                                                                                                           Release 1.1 | Last revised: September 2009
                                                                                                                                                                                                                                                                                   20 mm should be u
                                                                                                                                                                                                                                                                                   only for letterhead
                                                                                                           zone surrounding it must therefore be                illustrated below. If the height of the first
                                                                                                           left free of other elements.                         line is ‘x’, then the space either side,
                                                                                                                                                                above and below the wordmark should
                                                                                                                                                                be left clear to the measure of ‘x’.




              02
                                                                                                                                                                                                           1/2 x
                          Wordmark
                                                                                                                                                                                                   1/2 x
                          The Rolls-Royce Motor Cars wordmark is a secondary
                          identifier, used when it is not permissible to use the
                                                                                                              x                                                                                       x
                          Badge of honour. The wordmark clearly identifies
                          Rolls-Royce Motor Cars from Rolls-Royce Plc in
                          instances where this differentiation is necessary.




              31 | Corporate Identity Rolls-Royce Motor Cars | Basic Elements | Wordmark | Introduction                                                                                                    Release 1.1 | Last revised: September 2009
                          7|                                                                                                                                                                                           Release 2.0 | June 2011


                                                                                                           32 | Corporate Identity Rolls-Royce Motor Cars | Basic Elements | Wordmark | Exclusion zones                                                 Release 1.1 | Last revised: September 2009
Rolls-Royce Motor Cars Corporate Identity Quick Reference Guide June 2011
Brand essentials

Brand colours
• Verona and Pearl are the two primary                                                               Primary colours
                                                                                                      01 RR Verona
   Rolls-Royce brand colours.
                                                                                                      • TCM 6313 / 6312*
• They are luxurious, calming colours that                                                           • CMYK 21 | 100 | 64 | 58
   exude harmonious balance and evoke
   the values of the Rolls-Royce brand.                                                               02 RR Pearl
                                                                                                      • TCM 6310 / 6311 / 6314*
• Brand colours may be used for surfaces                                                             • CMYK 0 | 1 | 7 | 0
   and three-dimensional applications.
                                                                                                      Secondary colours
                                                                                                      03 RR Silver
                                                                                                      • Pantone 877 C
                                                                                                      • CMYK 0 | 0 | 0 | 50

                                                                                                      04 RR Black
                                                                                                      • Pantone Process
                                                                                                         Black C
                                                                                                      • CMYK 0 | 0 | 0 | 100

                                                                                                      05 RR White
                                                                                                      Note: Verona is only to be used
                                                                                                      as an accent or highlight.

                                                                                                      * Please contact
Primary colours                               Secondary colours                                       Rolls-Royce Motor Cars Goodwood
                                                                                                      for further information.

                                                                                                      ® Pantone is a registered
                                                                                                      trademark of Pantone
                                                                                                      Corporation, USA.




 01                       02                   03                 04   05

8|                                                                          Release 2.0 | June 2011
Rolls-Royce Motor Cars Corporate Identity Quick Reference Guide June 2011
essentials
    Brand Essentials

    Logo size and thickness of Verona lines
                               verona line
    • Wherever
         Wherever possible, the Rolls-Royce                 • T
                                                                The
                                                                  he Rolls-Royce logo should never be            04
                                                                                                                                                 01 M
                                                                                                                                                 01     inimum size:
                                                                                                                                                     Minimum
       logo should have a consistent size of                                  smaller than
                                                                reproduced smaller     than 12.5
                                                                                               12.5mmmm                                              Logo size 12.5 mm.
       25 mm (ads, product literature, etc.).                            below).This
                                                                                  This isis the
                                                                                             theabsolute
                                                                                                 absolute                                            Height  of theof the
                                                                                                                                                     mm. Height
                                                                (see 01 below).
                                                                                                                                                     line 0.5 mm. The
    • The
       The thickness of the Verona line                        minimum size
                                                                           size and,
                                                                                and,where
                                                                                      where possible,
                                                                                                possible,
                                                                                                                                                     minimum logo size
       always
        always corresponds
                  corresponds proportionally
                                  proportionally to  to         the logo  should  always     be larger.
                                                                the logo should always be larger.                                                    should be used
       the
        the edge
              edge of
                    of the
                         the logo.
                             logo.                           •• Should
                                                                Should a larger size be required, please
                                                                        a larger size be     required,  please                                       only in exceptional
    •• The     logo isis supplied
                         supplied inin four
                                        four basic
                                              basicsizes.
                                                    sizes.      contact
                                                                 contact Rolls-Royce
                                                                         Rolls-RoyceMotor
                                                                                        MotorCars.Cars.                                              circumstances.
        The logo
       To    obtain    the precise    size you
         To obtain the precise size you need,   need,
                                                                                                                                                 02 R
                                                                                                                                                 02    egular size:
                                                                                                                                                     Regular
       select
         select the
                 the logo
                       logo in
                            in the
                               the next
                                     next size
                                           size up
                                                up and
                                                    and                                                                                              Logo size 25 mm.
                                                                                       03
       reduce     accordingly.
         reduce accordingly.                                                                                                                         Height of the
                                                                                                                                                     line 1 mm.  The
                                                                                                                                                            mm.The
                                                                                                                                                     standard size of
                                                                                                                                                     the logo should
                                                                                                                                                     be implemented
                                                                                                                                                     whenever possible.

                                                                                                                                                 03 LLarge
                                                                                                                                                 03    arge size:
                                                                                                                                                     Logo size 50 mm.
                                                                                                                                                     Height of the line
                       ThicknessofofVerona
                       Thickness     veronaline:
                                             line:
                                                                                                                                                     2.1
                                                                                                                                                      2,1 mm.
                       x = upper edge of the logo
x                      to the lower edge of the first                                                                                            04 EExtreme
                                                                                                                                                 04     xtreme size:
                       black line                                                                                                                    LLogo
                                                                                                                                                        ogo size 125 mm.
                                                                                                                                                      Height of the line
x                                                                                                                                                     5.1
                                                                                                                                                       5,1 mm. For
                                                                                                                                                                Foruse
                                                                                                                                                                    use
                                 02                                                                                                                   on documents of
                                                                                                                                                      A0 size for display
                                                                                                                                                      purposes only.

                                                                                                                                                 	The
                                                                                                                                                     The height
                                                                                                                                                           height and
                                                                                                                                                                   and
                                                                                                                                                 	 width
                                                                                                                                                     width of
                                                                                                                                                            of the
                                                                                                                                                                the Pearl
                                                                                                                                                                     Pearl
                                                                                                                                                    area
                                                                                                                                                     area depends
                                                                                                                                                           depends on on
                                                                                                                                                    the
                                                                                                                                                     the respective
                                                                                                                                                          respective
    01
                                                                                                                                                    format.
                                                                                                                                                     format.




    9 | | Rolls-Royce Motor Cars CI Quick Reference Guide
    15                                                                                                                Release 2.0
                                                                                                                              1.0 | April
                                                                                                                                    June 2011
                                                                                                                                          2010
Rolls-Royce Motor Cars Corporate Identity Quick Reference Guide June 2011
Brand essentials

 Colours of imagery                          Special cases                                                                             Inappropriate colours of imagery
 • The colours in Rolls-Royce               • If the intent of a communication                                                       • No more than two colours should
    photography should always fall              measure is to draw attention to a                                                         prevail in any given image.
    within a limited spectrum.                  particular colour of vehicle, one of                                                   • The colour emphasis needs to be on
 • At least one brand colour (Pearl,           the brand colours should be used                                                          a brand colour.
    Verona, white, silver or black) should      for the background.
                                                                                                                                       • Avoid numerous conflicting strong colours.
    prevail in the image.                    • In brochures and product literature,
 • All images used for communication           each spread should feature hues that
    media must harmonise with at least          harmonise with at least one of the
    one of the brand colours.                   brand colours.


 01                    02                    05                                            06                                          09                                            10




                                                                                                                                       Inappropriate: range of colours not close     Inappropriate: combination of more than
                                             Appropriate: every vehicle colour – but       Appropriate: range of colours harmonising   to the brand colours (e.g. prevailing olive   one colour without emphasis on a brand
                                             background colour has to be a brand colour.   to the brand colours.                       and brown).                                   colour (e.g. prevailing crimson and yellow).



 03                    04                    07                                            08                                          11




                                             Appropriate: range of colours close
                                             to the brand colours.                                                                     Inappropriate: prevailing violet.



10 |                                                                                                                                                                                  Release 2.0 | June 2011
Typography

     Corporate
     Typographyfont
Typography
     • The Rolls-Royce Motor Cars typeface,                           • Gill Sans Alt 1 Regular is primarily used • The Bold type should be set half a                                                                             Font colour

     Corporate font
        is Gill Sans Alt 1.
Corporate                 font
                                                                         for internal desktop publishing purposes,                 point size smaller than the surrounding                                                         Black or white, silver.
                                                                                                                                                                                                                                   The font colour Verona
     • Please ensure that in all formats and                             and      captions   in professionally  produced           Regular type.                                                                                   is used for highlighting,
• The• Rolls-Royce
          T
             he Rolls-Royce         Motor
        materials that the correct typeface is
                           Motor    Cars       Cars
                                          typeface,  typeface
                                                         • Gill  Sans  •
                                                                      Altdocuments.
                                                                           
                                                                           G1 ill  Sans
                                                                              Regular   Alt
                                                                                        is    1  Bold
                                                                                           primarily   may
                                                                                                      used  be• used
                                                                                                                The   in
                                                                                                                    Bold   type should be set half a                                                   Font colour                  Fontforcolour
                                                                                                                                                                                                                                   e.g.      headlines. Grey
          isSans
  is Gillbeing GillAlt
                    Sans1.  Alt  1.                        for  internal   combination
                                                                         desktop              with
                                                                                      publishing     Light
                                                                                                  purposes,– for example,
                                                                                                                point size smaller than the surrounding                                                Black or white, silver.      Black, white
                                                                                                                                                                                                                                   should    not beorused.
                                                                                                                                                                                                                                                      silver.
                   used.                                              • Gill Sans Alt 1 Bold may be used in                                                                                            The font colour Verona       The font colour Verona
      •
• Please P
            lease
             ensure  ensure
                       that  in that
                                all    in all
                                    formats    formats
                                              and        and               for
                                                           and captionscombinationparagraph
                                                                            in professionally   headings.
                                                                                                produced        Regular
                                                                                             with Regular – for example, type.                                                                         is used for highlighting,
     • Gill Sans Alt 1 Light is the main fontdocuments.                                                                                                                                                                             is used
                                                                                                                                                                                                                                   Font      for highlighting,
                                                                                                                                                                                                                                           weight
  materials     that thethe
         materials,         correct   typeface
                                correct          is
                                           typeface   is               •for
                                                                          Theparagraph
                                                                                    Bold typeheadings.
                                                                                                 should be set half a                                                                                  e.g. for headlines. Grey
        and
  beingbeing
                should
           used. used.
                            be  used    for all  professionally
                                                         • Gill Sans Alt point
                                                                            1 Boldsizemaysmaller
                                                                                           be used than
                                                                                                     in the surrounding                                                                                should not be used.         Depending on theGrey
                                                                                                                                                                                                                                    e.g. for headlines.
                                                                                                                                                                                                                                    should not    be used.
        produced communications.                           combination      with    Regular –  for example,                                                                                                                        medium,     different
• Gill Sans Alt 1 Light is the main font                                   Light type.
      • Gill Sans Alt 1 Light is the main font            for paragraph headings.
                                                                                                                                                                                                       Font weight                 weights are used.
  and should be used for all professionally                                                                                                                                                            Depending on the            Font weight
         and should be used for all professionally                                                                                                                                                                                 Depending
  produced communications.
         produced communications as well
                                                                                                                                                                                                       medium, different           Gill Sans Alton     the
                                                                                                                                                                                                                                                     1 Light
                                                                                                                                                                                                       weights are used.           medium,
                                                                                                                                                                                                                                   This  is thedifferent
                                                                                                                                                                                                                                                main font
         as desktop publishing and internal                                                                                                                                                                                        weights
                                                                                                                                                                                                                                   and        are inused.
                                                                                                                                                                                                                                        is used       all
                                                                                                                                                                                                       Gill Sans Alt 1 Light
         documents.                                                                                                                                                                                    This is the main font       professionally typeset




GillSans
     SansAltAlt One
                                                                                                                                                                                                       and is used in all
                                                                                                                                                                                                                                   Gill Sans Alt 1 Light
                                                                                                                                                                                                                                   communications,     for
                                                                                                                                                                                                       professionally typeset      This istext,
                                                                                                                                                                                                                                   body     the captions
                                                                                                                                                                                                                                                main fontand




Gill         One
                                                                                                                                                                                                       communications, for         and is used in all
                                                                                                                                                                                                                                   headlines/titles.
                                                                                                                                                                                                       body text, captions and     professionally typeset
                                                                                                                                                                                                       headlines/titles.           communications,      for
                                                                                                                                                                                                                                   Gill Sans Alt 1 Regular
                                                                                                                                                                                                                                   body mainly
                                                                                                                                                                                                                                   Used   text, captions   and
                                                                                                                                                                                                                                                  for internal
                                                                                                                                                                                                       Gill Sans Alt 1 Regular
                                                                                                                                                                                                                                   headlines/titles.
                                                                                                                                                                                                                                   desktop publishing but
                                                                                                                                                                                                       Used mainly for internal
                                                                                                                                                                                                       desktop publishing but      also sometimes in
                                                                                                                                                                                                       also sometimes in           Gill Sans Alt 1 Bold
                                                                                                                                                                                                                                   captions
                                                                                                                                                                                                       captions                    Used occasionally in
    ABCDEFGHIJKLMNOPQRSTUVWXYZ
 ABCDEFGHIJKLMNOPQRSTUVWXYZ
                                                                                                                           ABCDEFGHIJKLMNOPQRSTUVWXYZ
                                                                                                  ABCDEFGHIJKLMNOPQRSTUVWXYZ
                                                                                                                       abcdefghijklmnopqrstuvwxyz
                                                                                                                                                  The font should not be
                                                                                                                                                                                                          The font should not be
                                                                                                                                                                                                       Gillset in Alt
                                                                                                                                                                                                             Sans grey.
                                                                                                                                                                                                                      1 Bold
                                                                                                                                                                                                                                   combination
                                                                                                                                                                                                                                   Gill Sans Alt 1with
                                                                                                                                                                                                                                   Sans Alt
                                                                                                                                                                                                                                                   Bold
                                                                                                                                                                                                                                            1 Light. in
                                                                                                                                                                                                                                                       Gill
                                                                                                  abcdefghijklmnopqrstuvwxyz
                                                                                                                      Typography                  set in grey.                                                                     Used  occasionally
    abcdefghijklmnopqrstuvwxyz
 abcdefghijklmnopqrstuvwxyz                                                                       1234567890.,:;„“&!?  1234567890.,:;„“&!?                                                             Used occasionally in
                                                                                                                                                                                                       combination with Gill       combination with Gill
                                                                                                                                                                                                                                   Django
   11234567890.,:;„“&!?
11234567890.,:;„“&!?                                                                                                      Alternative quote font                                                       Sans Alt 1 Regular          Sans Alt 1 Regular
                                                                                                                      ABCDEFGHIJKLMNOPQRSTUVWXYZ
                                                                                                  ABCDEFGHIJKLMNOPQRSTUVWXYZ                                                                                                       Should be used only for
                                                                                                                     • Django is a more recent addition to the • Django can be used in conjunction
                                                                                                  abcdefghijklmnopqrstuvwxyz
                                                                                                                      abcdefghijklmnopqrstuvwxyz
                                                                                                                       Rolls-Royce Motor Cars font repertoire.   with Gill Sans, but must only be used                             quotes and should run in
                                                                                                  1234567890.,:;„“&!? 1234567890.,:;„“&!?
                                                                                                                       A scripted font, it is a diverting way of for quotes and should run in upper                                upper and lower case.
 ABCDEFGHIJKLMNOPQRSTUVWXYZ
    ABCDEFGHIJKLMNOPQRSTUVWXYZ
                                                                                                                           expressing quotes – either in brochures
                                                                                                                     or on exhibition stands.
                                                                                                  ABCDEFGHIJKLMNOPQRSTUVWXYZ                  in caps alone.
                                                                                                                                                                       and lower case. It should never appear
                                                                                                                                                                                                                                   It should never appear in
                                                                                                                    ABCDEFGHIJKLMNOPQRSTUVWXYZ
 abcdefghijklmnopqrstuvwxyz
    abcdefghijklmnopqrstuvwxyz
                                                                                                  abcdefghijklmnopqrstuvwxyz
                                                                                                  1234567890.,:;„“&!?abcdefghijklmnopqrstuvwxyz
                                                                                                                                                                                                                                   caps alone.

11234567890.,:;„“&!?                                                                                                       1234567890.,:;„“&!?
   1 1234567890.,:;„“&!?


                                                                                                                          Django
 ABCDEFGHIJKLMNOPQRSTUVWXYZ
   ABCDEFGHIJKLMNOPQRSTUVWXYZ
 abcdefghijklmnopqrstuvwxyz
   abcdefghijklmnopqrstuvwxyz
11234567890.,:;„“&!?
   11234567890.,:;„“&!?
17 | Rolls-Royce Motor Cars CI Quick Reference Guide                                                                                                                 Release 1.0 | April 2010

     17 | Rolls-Royce Motor Cars CI Quick Reference Guide                                                                                    Release 1.0 | April 2010
                                                                                                                          ABCDEFGHIJKLMNOPQRSTUVWXYZ
                                                                                                                          abcdefghijklmnopqrstuvwxyz
    11 |                                                                                                                                                                                                 Release 2.0 | June 2011
                                                                                                                          1234567890.,:;„“&!?
Typography
 Typography



                                                                                               Ghost
 Alternative
 Alternative languages
             languages
 For non-European characters, such as
 For non-European characters, such as
                                     Arabic,
 in simplified Chinese, Japanese and Arabic
 in simplified Chinese, Japanese and Arabic
 the following fonts and formats apply.
 the following fonts and formats apply.



                                                                                                                                             V12
                                                                                                                                             V12




                                                                                       Japanese:
                                                                                        Japanese: MSMS Gothic (8.5pt)
                                                                                        Japanese: MS Gothic (8.5pt)
                                                                                       English:
                                                                                        English: Gill
                                                                                                 Gill Alt
                                                                                                      Alt One
                                                                                                           One Regular
                                                                                                                Regular (9.5pt – This
                                                                                                                                  this isis slightly
                                                                                                                                            slightly larger
                                                                                                                                                      larger to balance
                                                                                        English: with
                                                                                       visually  Gill Alt One   Regular
                                                                                                                      the(9.5pt – This   is slightly larger to balance
                                                                                        visually with the
                                                                                                       the weight  of the
                                                                                                           weight of       Japanese
                                                                                                                           Japanese   characters.)
                                                                                                                                      characters.)
                                                                                        visuallyare
                                                                                       There     with the  weight  of thethe
                                                                                                                           Japanese   characters.)
                                                                                        There are no no spaces  around
                                                                                                         spaces around        ‘V12’, unlike
                                                                                                                         the ‘V12’,  unlike    in the
                                                                                                                                              in  the Chinese
                                                                                                                                                       Chinese example.
                                                                                                                                                                example.
                                                                                        There are no spaces around the ‘V12’, unlike in the Chinese example.




সᗱ⡍        ㅔ㑺ⱘ࡯䞣
           ㅔ㑺ⱘ࡯䞣
                                                                                               Ghost
 সᗱ⡍ᰃࢇᮃ㦅ᮃⱘ㊒傧᠔೼ˈ‫݋‬᳔᳝㒃ℷⱘ
 সᗱ⡍ᰃࢇᮃ㦅ᮃⱘ㊒傧᠔೼ˈ‫݋‬᳔᳝㒃ℷⱘ
 ࢇᮃ㦅ᮃ㸔㒳DŽ㊒Ⲟ∖㊒ⱘᡔᴃ੠ܼᮄⱘ V12 থࡼᴎ
 ࢇᮃ㦅ᮃ㸔㒳DŽ㊒Ⲟ∖㊒ⱘᡔᴃ੠ܼᮄⱘ V12 থࡼᴎ
 ᦤկҢᆍᛀᛣⱘ偒偊ԧ偠˗ৠᯊˈᭈ⋕ⱘ䔺‫ݙ‬ぎ䯈
 ᦤկҢᆍᛀᛣⱘ偒偊ԧ偠˗ৠᯊˈᭈ⋕ⱘ䔺‫ݙ‬ぎ䯈
 ੉ᡸⴔ↣ϔԡЬᅶDŽㅔ㑺г䆌䲒ҹӕঞˈԚ∌䖰
 ੉ᡸⴔ↣ϔԡЬᅶDŽㅔ㑺г䆌䲒ҹӕঞˈԚ∌䖰
 ؐᕫᇱ䆩DŽ
 ؐᕫᇱ䆩DŽ
 Chinese: SimHei                                                                       Arabic: Times New Roman – Text is right-justified as it is read from right to left
 Chinese: SimHei                                                                       Arabic: Simplified
                                                                                       Arabic:  Times New    Roman
                                                                                                          Arabic     – Text
                                                                                                                  - Text      is right-justified
                                                                                                                         is right-justified   as itasisitread
                                                                                                                                                          is read from
                                                                                                                                                               from     right
                                                                                                                                                                     right to to
                                                                                                                                                                              leftleft
 English: Gill Alt One Regular – there is a Gill space character around                English: Gill Alt One Regular
 English: Gill Alt One Regular
                       Regular –– there
                                  there isis aa Gill
                                                Gill space
                                                      spacecharacter
                                                            characteraround
                                                                         around        English:
                                                                                       English: Gill
                                                                                                Gill Alt
                                                                                                     Alt One
                                                                                                         One Regular.
                                                                                                              Regular
 the ‘V12’,
 the  ‘V12’, compared
             compared to the Chinese
                              Chinese ‘full-width’
                                        ‘full-width’ spaces
                                                        spaces in
                                                                in the
                                                                    the punctuation.
      ‘V12’, compared to the Chinese    ‘full-width’    spaces in  the  punctuation.
                                                                        punctuation.




12
 19| | Rolls-Royce Motor Cars CI Quick Reference Guide                                                                                                       Release 2.0
                                                                                                                                                                     1.0 | April
                                                                                                                                                                           June 2011
                                                                                                                                                                                 2010
 19 | Rolls-Royce Motor Cars CI Quick Reference Guide                                                                                                        Release 1.0 | April 2010
Tone of voice


 Brand name, activities, products and divisions                         The Rolls-Royce Motor Cars distribution partners
    Guidelines must be followed in all copy to ensure
 • Guidelines                                                           will be supplied with Rolls-Royce Motor Cars
    proper presentation of the brand     brand.
                                                                        Genuine Parts.
 • A
    Allll brand names, brand-specific activities, products
    and divisions should always be presented in upper and               THE ROLLS-ROYCE Motor Cars distribution
    lower-case,
    lower-case, with with initial
                          initial letters
                                  letters in
                                           in upper
                                              upper case.
                                                      case              partners will be supplied with ROLLS-ROYCE Motor
  •  Never     use   upper  case   for  whole
 • Never use upper case for whole words or     words    or names
                                                           names.
                                                                        Cars GENUINE PARTS.
 •• Never
     Never omitomit the
                      the hyphen
                          hyphen in  in ‘Rolls-Royce’
                                        ‘Rolls-Royce’.
  •  Never     split Rolls-Royce
 • Never split Rolls-Royce over two  over  two lines
                                                lines.                  The Rolls Royce Motor Cars distribution partners
 •• Full
     Full brand
           brand name
                    name (Rolls-Royce
                           (Rolls-Royce Motor
                                            Motor Cars)
                                                     Cars) to
                                                           to be
                                                              be used
                                                                 used   will be supplied with Rolls Royce Motor Cars
      at all times,  except   when    preceding    a model   name.
    at all times, except when preceding a model name                    Genuine Parts.
    e.g. Rolls-Royce Phantom
  Writing                                                               The Rolls-Royce Motor Cars distribution partners
 Writing
  • Use active, dynamic and positive language.
                                                                        will be supplied with Rolls- Royce Motor Cars
  • Use
    Be engaging    and thought
           active, dynamic        provoking,
                            and positive     elegant without
                                          language
                                                                        Genuine Parts.
     snobbery    or being verbose.
 • Be engaging and thought provoking, elegant without
  • Avoid
    snobbery over-claims
                 or beingand   exaggeration.
                          verbose
 •• Avoid
     Rolls-Royce   Motorand
             over-claims   Cars  will not compromise on design
                               exaggeration                             “The informal lounge seating configuration creates
      or engineering, this is to be reflected in the way we
 • Rolls-Royce will not compromise on design or engineering,            a serene and convivial environment. While its slight
      communicate, never passive or meek.
    this is to be reflected in the way we speak about them,             curve adds a feeling of intimacy as it allows you to
    never appear passive or meek                                        turn towards the person sitting next to you.
                                                                        Cosseted behind the high shoulder line and large rear
                                                                        pillars you can relax away from prying eyes. Yet at the
                                                                        same time, as you are seated slightly higher than the
                                                                        driver, you also have a clear and commanding view of
                                                                        the scenery around you.”
                                                                        “Beautiful wood
                                                                        “Beautiful  wood in in its
                                                                                                its most
                                                                                                    mostnatural
                                                                                                           naturalform
                                                                                                                     formadds
                                                                                                                          addsaasimple
                                                                                                                                  simplebut butstriking
                                                                                                                                                strikingfinishing
                                                                                                                                                          finishingtouch
                                                                                                                                                                      touch
                                                                           the interior
                                                                        to the  interior of
                                                                                         of Ghost.
                                                                                             Ghost.ToTogive givethe
                                                                                                                  theimpression
                                                                                                                       impressionofofa aseamless
                                                                                                                                          seamlessflow
                                                                                                                                                     flowofofgrain
                                                                                                                                                               grainfrom
                                                                                                                                                                      fromthe the
                                                                        dashboard to the passenger
                                                                                             passenger compartment,
                                                                                                           compartment, we  we only
                                                                                                                                only useuse wood
                                                                                                                                            wood from
                                                                                                                                                    from the
                                                                                                                                                           the same
                                                                                                                                                                same treetree for
                                                                                                                                                                               for
                                                                        each car.
                                                                              car. Not
                                                                                    Notonly
                                                                                         onlydoes
                                                                                                doesthis
                                                                                                       thisensure
                                                                                                             ensurea aconsistent
                                                                                                                        consistentcolouration,
                                                                                                                                    colouration, it it
                                                                                                                                                    means
                                                                                                                                                       means  over
                                                                                                                                                                overtime
                                                                                                                                                                       timeit will
                                                                                                                                                                              it will
                                                                        acquire
                                                                        acquire the
                                                                                 the same
                                                                                      same patina.
                                                                                             patina.””


13
 20| | Rolls-Royce Motor Cars CI Quick Reference Guide                                                                                                Release 2.0
                                                                                                                                                              1.0 | April
                                                                                                                                                                    June 2011
                                                                                                                                                                          2010
Positioning, messages and key information
                                         Advertising
                                         Layout      guidelines
                                                overview
                                         Basic principle
                                         Layout overview
                                         All media formats are based on a simple, uniform layout
                                         principle, this defines the structure of the information
                                         Basic principle
                                         being presented, proportions between address, image
                                         All media
                                         and message formats  are based
                                                         and brand       on a simple,
                                                                    information       uniform layout principle. This defines the structure of
                                                                                 positioning.
                                         the information being presented, proportions between address, image and message and brand                                                                                                                                                                                                             87,5% of the 87,5% of the
                                                                                                                                                                                                                                                                                                                                               height of the height of the
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     87,5% of the 87,5% of the
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     height of the height of the
                                                                                                                                                                                                                                                                                                                                               format remains format remains                                                                                                                                         format remains format remains

                                         information positioning.                                                                                                                                                                                                                                                                              for full-bleed for full-bleed
                                                                                                                                                                                                                                                                                                                                               pictures       pictures
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     for full-bleed for full-bleed
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     pictures       pictures




                                                                                                                                                                                                                                                                                                                                               brand identification:
                                                                                                                                                                                                                                                                                                                                                             brand identification:                                                                                                                                   brand identification:
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   brand identification:
                                                                                                                                                                                                                                                                                                                                               12.5% of the height
                                                                                                                                                                                                                                                                                                                                                             12.5% of the height                                                                                                                                     12.5% of the height
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   12.5% of the height

                                         Advertising                                                                                                                                                                                                                                                                                           of the format of the format
                                                                                                                                                                                                                                                                                                                                               Logo size: 15 Logo
                                                                                                                                                                                                                                                                                                                                                              mm size: 15 mm          Internal media, press kits and other printed materials
                                                                                                                                                                                                                                                                                                                                                                                           Rolls-Royce Motor Cars Sampletown,
                                                                                                                                                                                                                                                                                                                                                                                                                       Rolls-Royce
                                                                                                                                                                                                                                                                                                                                                                                                                              15 Samplestreet
                                                                                                                                                                                                                                                                                                                                                                                                                                   Motor Cars 123
                                                                                                                                                                                                                                                                                                                                                                                                                                               Sampletown,
                                                                                                                                                                                                                                                                                                                                                                                                                                                  ABC DEFG 15Tel:
                                                                                                                                                                                                                                                                                                                                                                                                                                                              Samplestreet
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  +11 (0) 12123
                                                                                                                                                                                                                                                                                                                                                                                                                                                                             3456
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                ABC
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  789DEFG Tel: +11 (0) 12 3456 789
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     of the format of the format
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Logo size: 15 Logo
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    mm size: 15 mm                                Rolls-Royce Motor Cars Sampletown,
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Rolls-Royce
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     15 Samplestreet
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Motor Cars 123
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Sampletown,
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         ABC DEFG 15Tel:
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Samplestreet
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         +11 (0) 12123
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    3456
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       ABC
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         789DEFG Tel: +11 (0) 12 3456 789




                                                                                                                                                                                                                                                                                                                                                80% of the 80% of the                                                                                                                                                 80% of the 80% of the
                                                                                                                                                                                                                                                                                                                                                height of the height of the                                                                                                                                           height of the height of the
                                                                                                                                                                                                                                                                                                                                                format remainsformat remains                                                                                                                                          format remainsformat remains
                                                                                                                                                                                                                                                                                                                                                white or is white or is                                                                                                                                               white or is white or is
                                                                                                                                                                                                                                                                                                                                                reserved for reserved for                                                                                                                                             reserved for reserved for
                                                                                                                                                                                                                                                                                                                                                full-bleed    full-bleed                                                                                                                                              full-bleed    full-bleed
                                                                                                                                                                                                                                                                                                                                                pictures      pictures                                                                                                                                                pictures      pictures



87,5% of the 87,5% of the                                                                                                                                               87,5% of the 87,5% of the
height of the height of the                                                                                                                                             height of the height of the
format remainsformat remains                                                                                                                                            format remainsformat remains
for full-bleed for full-bleed                                                                                                                                           for full-bleed for full-bleed
pictures       pictures                                                                                                                                                 pictures       pictures




                                                                                                                                                                                                                                                                                                                                                brand identification:
                                                                                                                                                                                                                                                                                                                                                              brand identification:                                                                                                                                   brand identification:
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    brand identification:
brand identification:
               brand identification:                                                                                                                                    brand identification:
                                                                                                                                                                                       brand identification:                                                                                                                                    20% of the 20% of the                                                                                                                                                 20% of the 20% of the
12.5% of the height
               12.5% of the height                                                                                                                                      12.5% of the height
                                                                                                                                                                                       12.5% of the height                                                                                                                                      height of the height of the                                                                                                                                           height of the height of the
of the format of the format                                                                                                                                             of the format of the format                                                                                                                                             format        format                  Rolls-Royce Motor Car sRolls-Royce
                                                                                                                                                                                                                                                                                                                                                                                                              Street NameMotor
                                                                                                                                                                                                                                                                                                                                                                                                                            CityCar
                                                                                                                                                                                                                                                                                                                                                                                                                                 Name
                                                                                                                                                                                                                                                                                                                                                                                                                                    s Street
                                                                                                                                                                                                                                                                                                                                                                                                                                         Countr
                                                                                                                                                                                                                                                                                                                                                                                                                                             Name
                                                                                                                                                                                                                                                                                                                                                                                                                                                y Name
                                                                                                                                                                                                                                                                                                                                                                                                                                                   City Name
                                                                                                                                                                                                                                                                                                                                                                                                                                                        Telephon
                                                                                                                                                                                                                                                                                                                                                                                                                                                               Countr
                                                                                                                                                                                                                                                                                                                                                                                                                                                                 number
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      y Name Telephon number                          format        format                                   Rolls-Royce Motor Car sRolls-Royce
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Street NameMotor
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   CityCar
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Name
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           s Street
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Countr
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Name
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       y Name
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          City Name
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Telephon
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Countr
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        number
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             y Name Telephon number

Logo size: 15 mm
               Logo size: 15 mm               Rolls-Royce Motor Cars Sampletown,
                                                                           Rolls-Royce
                                                                                 15 Samplestreet
                                                                                       Motor Cars123
                                                                                                  Sampletown,
                                                                                                     ABC DEFG15
                                                                                                              Tel:Samplestreet
                                                                                                                   +11 (0) 12 3456
                                                                                                                               123 ABC
                                                                                                                                    789 DEFG Tel: +11 (0) 12 3456 789
                                                                                                                                                                        Logo size: 15 mm
                                                                                                                                                                                       Logo size: 15 mm              Rolls-Royce Motor Cars Sampletown,
                                                                                                                                                                                                                                                  Rolls-Royce
                                                                                                                                                                                                                                                        15 Samplestreet
                                                                                                                                                                                                                                                              Motor Cars123
                                                                                                                                                                                                                                                                         Sampletown,
                                                                                                                                                                                                                                                                            ABC DEFG15
                                                                                                                                                                                                                                                                                     Tel:Samplestreet
                                                                                                                                                                                                                                                                                          +11 (0) 12 3456
                                                                                                                                                                                                                                                                                                      123 ABC
                                                                                                                                                                                                                                                                                                           789 DEFG Tel: +11 (0) 12 3456 789




                                         12.5% is reserved
                                         12.5-20%                        15% is reserved
                                                   is reserved for the branding.            for the branding,
                                                                                  Communication      areas                                                                                                                                                                                                                                                                            20% is usually reserved                                                                                                                                 25% is usually reserved for the
                                         for the
                                         and     branding,
                                              brand                      communication
                                                    identification are separated  using theareas
                                                                                             thin and brand
                                                                                                  Verona  line,                                                                                                                                                                                                                                                                            the branding,
                                                                                                                                                                                                                                                                                                                                                                                      for branding.                                                                                                                                           branding,
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              branding. communication
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Communicationareasareasand
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                and
 80% of the 80% of the
 height of the height of the
 format remainsformat remains
                                         communication
                                         80-87.5%         areas image. identification are separated using
                                                   for full-bleed                                                                                                        80% of the 80% of the
                                                                                                                                                                         height of the height of the
                                                                                                                                                                         format remainsformat remains
                                                                                                                                                                                                                                                                                                                                                                                      communication areas
                                                                                                                                                                                                                                                                                                                                                                                      Communication      areas                                                                                                                                brand identification are separated
                                         and brand identification        the thin Verona line, 85% for                                                                                                                                                                                                                                                                                and brand identification                                                                                                                                using the thin Verona line, 75% for white
 white or is white or is                                                                                                                                                 white or is white or is
 reserved for reserved for                                                                                                                                               reserved for reserved for
 full-bleed    full-bleed                                                                                                                                                full-bleed    full-bleed
 pictures      pictures                                                                                                                                                  pictures      pictures

                                         are separated using             full-bleed image.                                                                                                                                                                                                                                                                                            are separated using the                                                                                                                                 space or optional full-bleed image.
                                         the thin Verona line,                                                                                                                                                                                                                                                                                                                        thin Verona line, 80% for
                                         87.5% for full-bleed                                                                                                                                                                                                                                                                                                                         white space or optional
                                         image.                                                                                                                                                                                                                                                                                                                                       full-bleed image.

 brand identification:
                brand identification:                                                                                                                                    brand identification:
                                                                                                                                                                                        brand identification:
 20% of the 20% of the                                                                                                                                                   20% of the 20% of the
 height of the height of the                                                                                                                                             height of the height of the
 format         format                   Rolls-Royce Motor Car s Rolls-Royce
                                                                  Street NameMotor
                                                                               City Car
                                                                                     Name
                                                                                        s Street
                                                                                            Countr
                                                                                                 Name
                                                                                                   y Name
                                                                                                       City Telephon
                                                                                                             Name Countr
                                                                                                                     number
                                                                                                                         y Name Telephon number                          format         format                  Rolls-Royce Motor Car s Rolls-Royce
                                                                                                                                                                                                                                         Street NameMotor
                                                                                                                                                                                                                                                      City Car
                                                                                                                                                                                                                                                            Name
                                                                                                                                                                                                                                                               s Street
                                                                                                                                                                                                                                                                   Countr
                                                                                                                                                                                                                                                                        Name
                                                                                                                                                                                                                                                                          y Name
                                                                                                                                                                                                                                                                              City Telephon
                                                                                                                                                                                                                                                                                    Name Countr
                                                                                                                                                                                                                                                                                            number
                                                                                                                                                                                                                                                                                                y Name Telephon number




                                         9|                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Release 1.0 | April 2010


                                        14 |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Release 2.0 | June 2011
Advertising guidelines

 Layout overview

 Single page or DPS layout is split
 80-87.5% image, 12.5-20% dealer
 information panel, as a percentage
 of the height of the page.




                                                                            Ghost
                                                                      The power of simplicity                                                                               Title text/sub-headline is centered
                                                                                                                                                                            and is positioned on the image
                                                                                                                                                                            background, though not on the
 Image must always bleed                                                                                                                                                    vehicle, black or white text,
 off 3 sides.                                                                                                                                                               depending on background colour.
                                                                                                                                                                            Headline – product name featured
                                                                                                                                                                            in tonal colour, sentence text
                                                                                                                                                                            (UC/LC mix).
                                                                                                                                                                            Sub headline – black or white text,
                                                                                                                                                                            depending on background colour,
                                                                                                                                                                            sentence text (UC/LC mix).




                                                                                                               Ghost is the essence of Rolls-Royce in its purest form.
                                                                                                               Discreet technology and a new V12 engine make
                                                                                                                                                                            Main copy is left aligned in clear space,
                                                                                                               for effortless, rewarding driving; while the uncluttered
                                                                                                               interior cossets every occupant. Simplicity may be hard
                                                                                                                                                                            in line with the left edge of the logo.
                                                                                                               to achieve, but it’s always worth the effort.

 Verona Line – thickness
 dependent on logo size.
                                                                                                                                                                            Logo – always centered against a background.
 Pearl/white area contains                                                                                                                                                  In print advertising the background is Pearl or
 all dealer contact details            Rolls-Royce Motor Cars Anytown Anywhere, 101 – 121 Upper Long Street West, Long Town Business Park, Verylongtownname XYZ 007
                                                                                            Tel: 012345 678901                                                              white and is always used in connection with the
 (if a single dealer advertisement),                                               www.rolls-roycemotorcars-anytown.com
                                                                © Copyright Rolls-Royce Motor Cars Limited 2011. The Rolls-Royce name and logo are registered trademarks.   Verona line. Size of logo and line is dependent
 Rolls-Royce Motor Cars logo,                                                                                                                                               on specific measurements.
 web address and terms
 and conditions.
15 |                                                                                                                                                                                    Release 2.0 | June 2011
Advertising guidelines

                   Single page and DPS branding measurements, single dealer advert




                                                              Ghost
                                                        The power of simplicity
                                                                                                                                                                                                                                                                                                        Ghost
                                                                                                                                                                                                                                                                  Power in reserve, composure in any conditions




                                                                                                 Ghost is the essence of Rolls-Royce in its purest form.                                                                                                                                                                                   Ghost is engineered to be whisper-quiet, however much
                                                                                                 Discreet technology and a new V12 engine make                                                                                                                                                                                             you exploit its new V12 engine. Effortless, yet rewarding
                                                                                                 for effortless, rewarding driving; while the uncluttered                                                                                                                                                                                  driving is assured by the same advanced technology that
                                                                                                 interior cossets every occupant. Simplicity may be hard                                                                                                                                                                                   creates the unique magic carpet-like ride. In every respect,
                                                                                                 to achieve, but it’s always worth the effort.                                                                                                                                                                                             Ghost embodies the power of simplicity.




                         Rolls-Royce Motor Cars Anytown Anywhere, 101 – 121 Upper Long Street West, Long Town Business Park, Verylongtownname XYZ 007
                                                                                                                                                                                                                                                                   Rolls-Royce Motor Cars Anytown Anywhere, 101 – 121 Upper Long Street West, Long Town Business Park, Verylongtownname XYZ 007
                                                                              Tel: 012345 678901
                                                                                                                                                                                                                                                                                                                        Tel: 012345 678901
                                                                     www.rolls-roycemotorcars-anytown.com
                                                                                                                                                                                                                                                                                                               www.rolls-roycemotorcars-anytown.com
                                                  © Copyright Rolls-Royce Motor Cars Limited 2011. The Rolls-Royce name and logo are registered trademarks.
                                                                                                                                                                                                                                                                                            © Copyright Rolls-Royce Motor Cars Limited 2011. The Rolls-Royce name and logo are registered trademarks.




                     Verona Line: 0.6mm (based on 15mm logo)                                                                                                                                                              0.5 x
45mm = 15%
total height                                                                                                                                                                                                              x = Logo size: 15mm (at A4)
@ A4.

This should not                                                                                                                                                                                                           0.5 x
be extended                                                                                            Bayerische Anytown Anywhere, 101 – 121 Upper Long Street West, Long Town Business Park, Verylongtownname XYZ 007                                                                                                                                8pt – Dealer Name
beyond 20%.                                                                                                                                           Tel: 012345 678901                                                                                                                                                                               8pt – Telephone number
                                                                                                                                             www.rolls-roycemotorcars-anytown.com                                                                                                                                                                      8pt – Web address                                  x = 15mm
                                                                                                                                                              © Copyright Rolls-Royce Motor Cars Limited 2011. The Rolls-Royce name and logo are registered trademarks.                                                                                6pt – Copyright details




                  16 |                                                                                                                                                                                                                                                                                                                                                Release 2.0 | June 2011
Advertising guidelines

 Single page and DPS branding measurements, multiple dealer advert




                                                                                                                                                                                                                                                                                                                                                                                                                               Ghost
                                                                                                                                                                                                                                                                                                                                                                                                                         The power of simplicity




                                                                  Ghost
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Ghost is the essence of Rolls-Royce in its simplest, purest
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  form. Discreet technology and a new V12 engine make
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  for effortless, rewarding driving; while the uncluttered
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  interior cossets every occupant. Simplicity may be hard
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  to achieve, but it’s always worth the effort.




                                                            The power of simplicity
                                                                                                     Ghost is the essence of Rolls-Royce in its simplest, purest
                                                                                                     form. Discreet technology and a new V12 engine make
                                                                                                     for effortless, rewarding driving; while the uncluttered
                                                                                                     interior cossets every occupant. Simplicity may be hard
                                                                                                     to achieve, but it’s always worth the effort.

                                                                                                                                                                                                                       Abu Dhabi Motors, Abu Dhabi, UAE                                       Rolls-Royce Motor Cars Doha, Doha, Qatar                                    Al Jenaibi Int’l Automobiles LLC, Muscat, Oman                                                   Mohamed Yousuf Naghi Motors, Jeddah, Kingdom of Saudi Arabia
                                                                                                                                                                                                                       Tel: 00971 2 677 8884 www.rolls-roycemotorcars-dealer.com/abudhabi     Tel: 00974 447 7577 www.rolls-roycemotorcars-dealer.com/doha                Tel: 00968 2 456 7108 www.rolls-royceoman.com                                                    Tel: 00966 2 669 5333 www.rolls-roycemotorcars-dealer.com/saudiarabia

                                                                                                                                                                                                                       AGMC Dubai, UAE                                                        Euro Motors, Manama, Kingdom of Bahrain                                     Ali Alghanim & Sons Automotive Co. WLL, Kuwait                                                   Mohamed Yousuf Naghi Motors, Riyadh, Kingdom of Saudi Arabia


                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     0.5 x
                                                                                                                                                                                                                       Tel: 00971 4 339 1555 www.rolls-roycemotorcars-dealer.com/dubai        Tel: 00973 17 750 750 www.rolls-roycemotorcars-dealer.com/bahrain           Tel: 00965 224 6000 www.rolls-roycemotorcars-dealer.com/kuwait                                   Tel: 00966 1 462 7777 www.rolls-roycemotorcars-dealer.com/saudiarabia




                                                                                                                                                                                                                                                                                                                                                                                                                                                   www.rolls-roycemotorcars.com
                                                                                                                                                                                                                                                                                                                                                                                                                   © Copyright Rolls-Royce Motor Cars Limited 2011. The Rolls-Royce name and logo are registered trademarks.




                                                                                                                                                                                                                      Dealer Name (Gill Alt One Regular), Location (Gill Alt One Light)                                                                                                                                                                                                                                        Dealer address details
                                                                                                                                                                                                                      Tel: 00 1234 567 890 www.rolls-roycemotorcars-anytown.com                                                                                                                                                                                                                                                8pt Type – 11pt leading @ A4

                                                                                                                                                                                                                      Dealer Name (Gill Alt One Regular), Location (Gill Alt One Light)
                                                                                                                                                                                                                      Tel: 00 1234 567 890 www.rolls-roycemotorcars-anytown.com


       Abu Dhabi Motors, Abu Dhabi, UAE                                                                                               Al Jenaibi Int’l Automobiles LLC, Muscat, Oman
       Tel: 00971 2 677 8884 www.rolls-roycemotorcars-dealer.com/abudhabi                                                             Tel: 00968 2 456 7108 www.rolls-royceoman.com

       AGMC Dubai, UAE
       Tel: 00971 4 339 1555 www.rolls-roycemotorcars-dealer.com/dubai
                                                                                                                                      Ali Alghanim & Sons Automotive Co. WLL, Kuwait
                                                                                                                                      Tel: 00965 224 6000 www.rolls-roycemotorcars-dealer.com/kuwait
                                                                                                                                                                                                                                                                                                                                                                  0.5 x
       Rolls-Royce Motor Cars Doha, Doha, Qatar                                                                                       Mohamed Yousuf Naghi Motors, Jeddah, Kingdom of Saudi Arabia
       Tel: 00974 447 7577 www.rolls-roycemotorcars-dealer.com/doha                                                                   Tel: 00966 2 669 5333 www.rolls-roycemotorcars-dealer.com/saudiarabia

       Euro Motors, Manama, Kingdom of Bahrain                                                                                        Mohamed Yousuf Naghi Motors, Riyadh, Kingdom of Saudi Arabia
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   37.5mm =
                                                                                                                                                                                                                                                                                                                                                                  x = Logo size: 15mm (at A4)
       Tel: 00973 17 750 750 www.rolls-roycemotorcars-dealer.com/bahrain                                                              Tel: 00966 1 462 7777 www.rolls-roycemotorcars-dealer.com/saudiarabia

                                                                                                                                                                                                              0.5 x                                                                                                                                                                                                                                                                                                                                12.5% total
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   height
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   @ A4
                                                                                                                                                                                                                                                                                                                                                                  0.5 x
                                                                                                                                                                                                                                                                                            www.rolls-roycemotorcars.com                                                                                                                                                           8pt – Web address
                                                                                      www.rolls-roycemotorcars.com                                                                                                       © Copyright Rolls-Royce Motor Cars Limited 2011. The Rolls-Royce name and logo are registered trademarks.                                                                                                                                                 6pt – Copyright details                                         0.5 x
                                                      © Copyright Rolls-Royce Motor Cars Limited 2011. The Rolls-Royce name and logo are registered trademarks.




17 |                                                                                                                                                                                                                                                                                                                                                                                                            Release 2.0 | June 2011
Advertising guidelines

 Fuel economy figures
                                                                                                                                                  It is the responsibility of the dealer to comply with
                                                                         Ghost is designed, engineered and crafted to be invitingly
                                                                         approachable. A sleek profile of classic Rolls-Royce
                                                                                                                                                  the advertising regulations of the vehicle regulatory
                                                                         proportions opens up to an uncluttered, yet luxurious                    authority of their country. In a number of countries it
                                                                         interior that cossets every occupant. In every respect,                  is required that vehicle fuel economy is displayed on
                                                                         Ghost embodies the power of simplicity.
                                                                                                                                                  advertisements, alongside vehicle emission output data.
                                                                         Fuel economy figures (l/100Km): Urban 20.5 / Extra Urban 9.6 /
                                                                         Combined 13.6. CO2 emissions (g/km): 317                                 If this is a requirement, the dealer needs to
                                                                                                                                          0.5 x   communicate this to HPS when using an advertising
                                                                                               0.5 x
                                                                                                                                                  template from the Rolls-Royce Online Marketing Toolkit
                                                                                                                                                  to ensure that it is included on the advert.
                                                                                               x = Logo size: 15mm (at A4)                        Fuel economy figures are positioned underneath the
                                                                                                                                                  main bodycopy, at the same point size. Where a range
                                                                                               0.5 x
       Bayerische Anytown Anywhere, 101 – 121 Upper Long Street West, Long Town Business Park, Verylongtownname XYZ 007
                                                                                                                                                  of vehicles are shown, the highest and lowest figures are
                                                      Tel: 012345 678901                                                                          used to demonstrate the fuel economy performance
                                             www.rolls-roycemotorcars-anytown.com
                          © Copyright Rolls-Royce Motor Cars Limited 2011. The Rolls-Royce name and logo are registered trademarks.               range and CO2 emissions.




18 |                                                                                                                                                                   Release 2.0 | June 2011
Advertising guidelines

 Advert dimensions – bleed size, trim size and type area
  Bleed Size Trim + 3mm all round e.g. 303x216mm     Terminology descriptions
                                                     Trim area is the actual size of the advert. Type area is the area
  Trim Size e.g. A4 (297x210mm)                      within the trim area that the type should be contained within.
                                                     Bleed is the area usually 3mm larger than the trim size on all four
        Type or Live Area e.g. 267x180mm
                                                     sides. It is important that the dealer provides all measurements
                                                     when requesting an advert.




                                                                                     www.rolls-roycemotorcars.com
                                                      © Copyright Rolls-Royce Motor Cars Limited 2011. The Rolls-Royce name and logo are registered trademarks.


                                                                                                                                                                  Type Area
                                                                                                                                                                  Trim
                                                                                                                                                                  Bleed




                                                      Rolls-Royce Motor Cars Anytown Anywhere, 101 – 121 Upper Long Street West
                                                                                  Tel: 012345 678901
                                                                              www.rolls-roycemotorcars-anytown.com
                                                      © Copyright Rolls-Royce Motor Cars Limited 2011. The Rolls-Royce name and logo are registered trademarks.


                                                                                                                                                                  Type Area
                                                                                                                                                                  Trim
                                                                                                                                                                  Bleed




19 |                                                                                                                                  Release 2.0 | June 2011
Advertising guidelines

 Finance-based advertising - press adverts

                                                                                                                                         Ghost
 Compliance with credit regulations
 Any advertising that offers credit must comply
 with the credit regulations of that country,                                                                                                Passion has a name
 non-compliance can incur serious penalties.                                                                                                                                  Experience Rolls-Royce Ghost.
 Dealers are responsible for ensuring that their          Ensure finance                                                                                                      $999* per month
                                                                                                                                                                              24 months
 advertising complies with the credit regulations         figures are correct
                                                                                                                                                                              4-year unlimited-mileage limited warranty,
 of their country.                                                                                                                                                            complimentary service and roadside assistance.**


 This can include the following:
 • Content, size and location of headline.
 • Level of detail required in body copy.
 • Use of specific credit terminology.
 • Use of a finance illustration.
 • Positioning and size of terms and conditions.          Image must be
                                                          representative of
 • Detail required in terms and conditions.               vehicle being offered
                                                          in finance figures

 Headline text
 Finance-based advertising can be very effective for
 some dealers, but it is essential that the Rolls-Royce
 Motor Cars brand is not distressed by advertising
 in this way.                                                                     *Payment includes all costs to be paid by consumer except license, tax, registration and doc fees. 2011 Rolls-Royce Ghost, VIN#AUXXXXX, MSRP $XXX,XXX. Closed end lease to qualified buyers
                                                                                   with credit approval through Rolls-Royce Motor Cars Financial Services. Lease for XX months, 10% down, payment of $XX,XXX.XX due at lease signing plus 1st payment of $X,XXX.XX, security

                                                          Ensure terms               deposit of $X,XXX and acquisition fee of $XXX. Lessee responsible for excess wear, tear and mileage. Lease includes 7,500 miles per year, excess $2.50 per additional mile. Total payment of


 Therefore:
                                                                                   $XXX,XXX.XX with purchase option of $XXX,XXX.XX. Disposition fee of $350 will be applied if vehicle is not purchased at lease end. Photo for illustration purposes. Not responsible for error
                                                                                    or omissions. All prior sales excluded. No dealers or dealers agents. Residency restrictions apply. Sale ends and all deals must be delivered and paid in full by XX/XX/XXXX. **Mileage unlimited
                                                          and conditions                                        only if vehicle is used for personal, family or household purposes. Otherwise warranty and other benefits are limited to 4 years/100,000 miles.


                                                          correlate with
 • Credit rates and monthly payments should               reference symbols
   not be used in headlines or sub headlines.
 • Rates can be used in body copy, alongside
   details and benefits of the terms offered.                                          Rolls-Royce Motor Cars Anytown Anywhere, 101 – 121 Upper Long Street West, Long Town Business Park, Verylongtownname XYZ 007
                                                                                                                                            Tel: 012345 678901
                                                                                                                                   www.rolls-roycemotorcars-anytown.com
                                                                                                                            © Copyright Rolls-Royce Motor Cars Limited 2011. The Rolls-Royce name and logo are registered trademarks.


 Terms and conditions
 Credit based advertising demands that a number
 of terms and conditions are used to qualify the
 advert. Smallprint should always be positioned
 at the bottom of the main image of the advert,
 and never shown within the brand line.

20 |                                                                                                                                                                                                   Release 2.0 | June 2011
Advertising guidelines

 Provenance advertising – press adverts
 There are a number of different advert formats
 available to advertise dealer Provenance Approved
 Used Car stock. These adverts are available in full
 page or half page formats, displaying 1, 2 or 4 cars.
 Example adverts can be viewed on the Online
 Marketing Toolkit:
 http://www.marketing.rolls-roycemotorcars.com/
 To order a Provenance Used Car advert, dealers
 need to request an advert using the Bespoke Advert
 Briefing form, and upload their vehicle photos to the
 Dealer Marketing Service FTP server:
 http://ftp.hpsclient.co.uk
 Username: RR-RMM
 Password: RR-RMM34l3r
 The Dealer Marketing Service will then format
 the advert within the required template, and return
 to the dealer for approval.
 Please note, it is essential that high resolution,
 original and non-compressed photos are uploaded
 to use with adverts. Please also note that 48 hours
 (two working days) notice is required to order a
 Provenance Used Car advert.




21 |                                                     Release 2.0 | June 2011
Digital guidelines

 Email communication
 Email communications can be a quick and
 effective way to communicate with prospects
 and customers. A number of editable
 email templates are available to view                                                                                                                                       Logo and Verona line is
 on the Online Marketing Toolkit                                                                                                                                             always at the top of
 (www.marketing.rolls-roycemotorcars.com)                                                                                                                                    the email
 and can be sent using Salesforce.



                                                                                 SPIRIT OF ECSTASY CENTENARY 2011
                                                                                                                                                                             Only approved images
                                                                      100 YEARS OF INSPIRATION                                                                               should be used




                                  Direct and concise         An exclusive             For 100 years the Spirit of Ecstasy has been synonymous with the finest
                                                                                      motor cars in the World. Since she was created by sculptor Charles Sykes,
                                  positioning statement      invitation for an        this exquisite figure has come to represent many things. For some, she is
                                                                                                                                                                             Key message should
                                  placed within left-hand    exclusive event.         the symbol of luxury, for others beauty and grace, and for others still,               be positioned ‘above
                                                                                      the highest levels of craftsmanship.
                                  margin                                                                                                                                     the fold’
                                                                                      Every Rolls-Royce car produced during 2011 will feature a unique
                                                                                      commemorative inscription, creating an enduring tribute to the
                                                                                                                                                                             Font is set to Verdana
                                                                                      centenary year.                                                                        as an alternative to
                                  Key background colour                                                                                                                      Gill Alt One which is
                                                                                      Join us on (date) at (time) as we begin our year of celebration
                                  should be white or black                            at Rolls-Royce (dealer name).                                                          not a standard system
                                                                                                                                                                             font available on the
                                                                                      Event details xxxxxxxx xxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxx
                                                                                      xxxxxx xxxxxxxx xxxxxxxxxxxxxxxxx xxxxxxx xxxxxxxx xxxxxxxx
                                                                                                                                                                             recipient’s computer
                                                                                      xxxxxxxx xxxxxxx xxxxx xxxxxxxx xxxxxx xxx

                                                                                      Please call (dealer name) on (dealer number) by (return date) to confirm
                                                                                      attendance at this prestigious event or email (email address).                         Call to action is
                                                                                                                                                                             always clear
                                                                                      For more information visit www.spiritofecstasy/100.com




                                                                                      www.dealerwebsite.com                                                                  Direct link to
                                                                                                                                                                             dealer’s website
                                                                                      unsubscribe




22 |                                                                                                                                               Release 2.0 | June 2011
Digital guidelines

 Dealer websites
 Every Rolls-Royce dealer has their own dealer website,                                                             Centred Logo
 where local content can be directly managed using the                                                              34x59px
 Dealer Website Manager system.                                                                                     27 pxls from top
                                                                                                                    of page
 The more often this content is updated, the better the               Primary
 website will perform in terms of Search Engine Optimisation.         navigation bar
 Dealer websites offer the opportunity for customers
 to learn more about the dealership, its key activities,
 the team, and what stock it has available.
 •	The tone of voice of all content on the dealer websites
    should still be in line with the Roll-Royce Motor Cars brand.
 •	‘Rolls-Royce’ should always be shown on the same line
    and never broken over two.
 •	The dealer name should always be referred to in full and                                                       Intro and quote
                                                                      Block title
    not abbreviated i.e. Rolls-Royce Motor Cars Paris.                                                              Gill Sans Alt One
                                                                      Gill Sans Alt One                             light
 •	Preference for using the dealership name in full should always   Regular
    be given, rather than using the group name.                                                                     Body Copy
                                                                                                                    Verdana Regular
 •	Photos should be used where possible when listing dealership
    news and events. Photos need to look brand appropriate and
    not feature any competing brands or vehicles.
 •	Where films are used on dealer websites, the dealer must
    ensure that any accompanying music is covered by an
    appropriate licence.


 Please contact the Rolls-Royce Motor Cars Dealer Website
 helpdesk for more information: rrmcsupport@emo.uk.com.




23 |                                                                                      Release 2.0 | June 2011
Dealer photography

Photography standards
Rolls-Royce Provenance Approved Used Cars           Vehicle preparation                                           Location
have a very unique appeal and it’s essential that
                                                    •	Clean interior and exterior of vehicle,                    •	Appropriate, quiet background / clear,
this comes across in the car photography,
                                                       including wheels.                                             clean surroundings.
in a way that is appropriate to the brand.
                                                    •	Appropriate vehicle showroom plates mounted.               •	Clean ground beneath car / ensure
The aim of the photography guidelines is to
                                                                                                                     ground is clear.
help dealers take good quality photographs          •	Windows, doors and boot closed.
that help to show the best features of the cars.                                                                  •	Vehicle has enough surrounding space /
                                                    •	Rear-view mirror and steering wheels
                                                                                                                     standing on its own.
This checklist can help in ensuring that can           centred (for interior shots).
be achieved.                                                                                                      •	No dealership names, advertisements, other
                                                    •	Head rests and seats in standard positions,
                                                                                                                     marques or logo’s visible in the background.
                                                       seats aligned.
                                                                                                                  •	No people in, or around the vehicle.
                                                    •	Remove keys from ignition.
                                                    •	Adjust position of front wheels to approx.                 Light
                                                       35° wheel angle.                                           •	No reflections of the sun.
                                                    The shoot – angles                                            •	No unfavourable reflections of trees, other
                                                                                                                     vehicles or objects etc., in the bodywork.
                                                    •	Exterior photographs of the vehicle from the
                                                       defined angles and from all five perspectives              •	No foreign shadows near car.
                                                       (full front, front ¾, full side, rear ¾, and full rear).
                                                                                                                  Finishing touches
                                                    •	Interior photographs of the vehicle from
                                                       the defined angles and from all four perspectives          •	The photograph is in focus.
                                                       (full side – doors open, front interior, full front        •	A digital camera is used – no camera phones.
                                                       fascia and rear interior).                                    Ideally this should be a good quality device
                                                    •	Set the correct angle / perspective.                          of at least 5-6 megapixels. Ensure the camera
                                                                                                                     is at its highest quality image setting.
                                                    •	Vehicle should occupy the majority of the space
                                                       within the frame but not be shot too tightly,
                                                       in order to allow some leeway when the image
                                                       is positioned in the advert..
                                                    •	Do not crop any part of the vehicle when
                                                       shooting the five exterior angles.




24 |                                                                                                                                   Release 2.0 | June 2011
Dealer photography

 Exterior photographs
 Always photograph the exterior of the Rolls-Royce from the following five
 perspectives. Appropriate vehicle showroom plates must be mounted.




 Full front photograph                        Full rear photograph                  Full side photograph
 The camera should be positioned              The camera should be positioned       The camera should be positioned at the same height
 at the same height as the SoE.               at the same height as the             as the side windows with a neutral background.
 The background is neutral.                   Rolls-Royce badge.



                                                                                    Wheel photographs
                                                                                    One detailed wheel photograph is recommended. Either perspective
                                                                                    can be used, dependent on the design of the wheel.




 Front ¾ photograph                           Rear ¾ photograph
 The camera should be positioned at           See ‘Exterior photographs – angles’
 the same height as the wing mirror.          for wheel and vehicle position.
 See ‘Exterior photographs – angles’.



 NB. Always photograph the Drophead Coupé                                           The wheel is straight and the          A slight angle can sometimes
 with the roof both open and closed.                                                ground under the wheel is clean.       give a flattering view of the
                                                                                                                           wheel design.

25 |                                                                                                                       Release 2.0 | June 2011
Dealer photography

 Exterior photographs – angles
 The below diagram shows the wheel and vehicle angles that should be used
 for the exterior photographs.




                                                     For side views and close-ups
                                                     of the wheels, the steering
                                                     should be in neutral position.




 Camera angle for a front side view.                                                  Camera angle for a rear side view.
 Wheel angle turned to approx 35°.                                                    Wheel angle turned to approx 35°.




26 |                                                                                                     Release 2.0 | June 2011
Dealer photography

Interior photographs                                                               Option photographs
Always photograph the interior of the Rolls-Royce                                  The options in the vehicle should be displayed.
from the following four perspectives.                                              Between three and five photographs are recommended.




Full fascia photograph                    Full side photograph – doors open        Example 1                          Example 2
The whole fascia should be                The full interior should be displayed.   Rear drop-down centre console.     Rear drinks cabinet.
displayed with a neutral view
out of the front windscreen.




Front interior photograph                 Rear interior photograph                 Example 3
The door frame should not provide         The photograph should include a view     Rear theatre configuration.
a distraction. The photograph             of the carpet, seats and headlining.
should include a view of the
fascia and front seats.




27 |                                                                                                                 Release 2.0 | June 2011
Contact information


                         or to obtain
For further information, please  contact           Parker
                                            Debbie Parker
images, please
Rolls-Royce    contact
             Motor  CarsRolls-Royce
                          or refer to our   Corporate Identity Manager
Motor Cars
website:     or refer to our website:
         www.rolls-roycemotorcars.com.      T +44 (0)1243 384 108
www.rolls-roycemotorcars.com.               E Deborah.Parker@rolls-roycemotorcars.com

                                            Kirsty Skinner-Gerth
                                            Melanie   Evans
                                            Brand Manager
                                            Dealer   Marketing
                                            T +44 (0)1243       Manager
                                                              384 092
                                            T +44 (0)1243 384 104
                                            E kirsty.skinner-gerth@rolls-roycemotorcars.com
                                            E Melanie.Evans@rolls-roycemotorcars.com
                                            General enquiries
                                            T +44 (0)1243 384 000
                                            Dealer   Marketing Support
                                            E enquiries@rolls-roycemotorcars.com
                                            Leanne Fisher, Nick Page and Russell Green
                                            T +44 (0)1628 894753/4730/4755
                                            E l.fisher@hpsgroup.co.uk, n.page@hpsgroup.co.uk, r.green@hpsgroup.co.uk


                                            Dealer Website helpdesk
                                            Mark Graham and Matt Parkinson
                                            T +44 (0)1793 767 343
                                            E rrmcsupport@emo.uk.com




22 |                                                                                                                   Release 1.0 | April 2010
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