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

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

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

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

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

2 | Release 2.0 | June 2011 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 ofVerona 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 Contents

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

3 | Release 2.0 | June 2011 4 | Release 1.0 | April 2010 Objectives 4 | Rolls-Royce Motor Cars CI Quick Reference Guide The new Rolls-Royce Motor Cars Corporate Identity and values have been developed to more effectively reflect the evolution of the brand. This helps us to: • Be uniquely differentiated from other brands • Maintain consistency across materials • Reinforce the strength of the brand • Present the brand in a clear, consistent manner At the brand’s core are thirteen key strategies that steer all of our communications and are consistently utilised to reinforce the brand.This is known as our brand bullseye.

Grace Powerful Effortless Elation Charisma Leadership Visionary Aspirational Craftsmanship Elegance Presence Strive for perfection Wisdom The Rolls-Royce Motor Cars Corporate Identity and values have been developed to more effectively reflect the evolution of the brand.

This helps us to: • Be uniquely differentiated from other brands. • Maintain consistency across materials. • Reinforce the strength of the brand. • Present the brand in a clear, consistent manner. At the brand’s core are thirteen key strategies that steer all of our communications and are consistently utilised to reinforce the brand.This is known as our brand bullseye. Objectives

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

Ghost is the essence of Rolls-Royce in its purest form. Discreet technology and a newV12 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. Ghost The power of simplicity 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. 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. • 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. Key principles 4 | Release 2.0 | June 2011

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

Line art version (01/02) •This is the preferred version of the logo. • Finished as a two-colour foil, silver and black. 3D representation (03/04) • A two-dimensional representation of the 3D badge, for use when budgets prohibit the use of the foiled line art version, or for magazine and newspaper advertisements.

• Can be printed using the normal four colour process (CMYK). EX 3D representation (05) • Red version of the logo. Only permitted when used in connection with EX experimental cars. 3D badge (06) • Used in three-dimensional applications such as signage in showrooms and exhibitions. 12 | Release 1.0 | April 2010 12 | Rolls-Royce Motor Cars CI Quick Reference Guide Line art version (01/02) • This is the preferred version of the logo • Finished as a two-colour foil, silver and black 3D representation (03/04) • A two-dimensional representation of the 3D badge, for use when budgets prohibit the use of the foiled line art version, or magazine and newspaper advertisements.

• Can be printed using the normal four colour process (CMYK). EX 3D representation (05) • Red version of the logo. Only permitted when used in connection with EX experimental cars. 3D badge (06) • Used in three-dimensional applications such as signage in showrooms and exhibitions. Badge of honour 01 03 05 02 04 06 Brand Essentials To enable the Rolls-Royce logo and monogram to have maximum impact it is important to avoid crowding the space surrounding them.There must be a clear zone around them free of other elements such as tag lines and text. Derived from the Rolls-Royce logo, the Rolls-Royce monogram is a secondary identifier, which can be used for decorative effect on Rolls-Royce Motor Cars products and accessories.

Badge of honour exclusion zones Monogram 1/2 x 1/2 x x To enable the Rolls-Royce logo and monogram to have maximum impact, it is important to avoid crowding the space surrounding them.There must be a clear zone around them, free of other elements such as tag lines and text. 12 | Release 1.0 | April 2010 12 | Rolls-Royce Motor Cars CI Quick Reference Guide Line art version (01/02) • This is the preferred version of the logo • Finished as a two-colour foil, silver and black 3D representation (03/04) • A two-dimensional representation of the 3D badge, for use when budgets prohibit the use of the foiled line art version, or magazine and newspaper advertisements.

• Can be printed using the normal four colour process (CMYK). EX 3D representation (05) • Red version of the logo. Only permitted when used in connection with EX experimental cars. 3D badge (06) • Used in three-dimensional applications such as signage in showrooms and exhibitions. Badge of honour 01 03 05 02 04 06 Brand Essentials To enable the Rolls-Royce logo and monogram to have maximum impact it is important to avoid crowding the space surrounding them.There must be a clear zone around them free of other elements such as tag lines and text. Derived from the Rolls-Royce logo, the Rolls-Royce monogram is a secondary identifier, which can be used for decorative effect on Rolls-Royce Motor Cars products and accessories.

Badge of honour exclusion zones Monogram 1/2 x 1/2 x x 12 | Release 1.0 | April 2010 12 | Rolls-Royce Motor Cars CI Quick Reference Guide Line art version (01/02) • This is the preferred version of the logo • Finished as a two-colour foil, silver and black 3D representation (03/04) • A two-dimensional representation of the 3D badge, for use when budgets prohibit the use of the foiled line art version, or magazine and newspaper advertisements.

• Can be printed using the normal four colour process (CMYK). EX 3D representation (05) • Red version of the logo. Only permitted when used in connection with EX experimental cars. 3D badge (06) • Used in three-dimensional applications such as signage in showrooms and exhibitions. Badge of honour 01 03 05 02 04 06 Brand Essentials To enable the Rolls-Royce logo and monogram to have maximum impact it is important to avoid crowding the space surrounding them.There must be a clear zone around them free of other elements such as tag lines and text. Derived from the Rolls-Royce logo, the Rolls-Royce monogram is a secondary identifier, which can be used for decorative effect on Rolls-Royce Motor Cars products and accessories.

Badge of honour exclusion zones Monogram 1/2 x 1/2 x x 5 | Release 2.0 | June 2011 Brand essentials Badge of honour Badge of honour exclusion zones Derived from the Rolls-Royce logo, the Rolls-Royce monogram is a secondary identifier, which can be used for decorative effect on Rolls-Royce Motor Cars products and accessories.

Monogram

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

13 | Release 1.0 | April 2010 13 | Rolls-Royce Motor Cars CI Quick Reference Guide Logo on Pearl: Background for all standard print and online media applications Logo on white: Only used as a background colour on internal media (e.g. stationery, PowerPoint) Logo onVerona: Only used for signage (e.g. buildings, dealerships, show- rooms, etc.) Logo on silver: Only used on labelling (e.g. products, materials, etc.) Logo on black: Only used on labelling (e.g. products, materials, etc.) Inappropriate backgrounds: Patterns or photography 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, black are only used as background colours on materials, and only for product labelling and building signage.

Standard Materials/labelling Standard Materials/labelling Brand Essentials 13 | Release 1.0 | April 2010 13 | Rolls-Royce Motor Cars CI Quick Reference Guide Logo on Pearl: Background for all standard print and online media applications Logo on white: Only used as a background colour on internal media (e.g. stationery, PowerPoint) Logo onVerona: Only used for signage (e.g. buildings, dealerships, show- rooms, etc.) Logo on silver: Only used on labelling (e.g. products, materials, etc.) Logo on black: Only used on labelling (e.g. products, materials, etc.) Inappropriate backgrounds: Patterns or photography 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, black are only used as background colours on materials, and only for product labelling and building signage.

Standard Materials/labelling Standard Materials/labelling Brand Essentials 13 | Release 1.0 | April 2010 13 | Rolls-Royce Motor Cars CI Quick Reference Guide Logo on Pearl: Background for all standard print and online media applications Logo on white: Only used as a background colour on internal media (e.g. stationery, PowerPoint) Logo onVerona: Only used for signage (e.g. buildings, dealerships, show- rooms, etc.) Logo on silver: Only used on labelling (e.g. products, materials, etc.) Logo on black: Only used on labelling (e.g. products, materials, etc.) Inappropriate backgrounds: Patterns or photography 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, black are only used as background colours on materials, and only for product labelling and building signage.

Standard Materials/labelling Standard Materials/labelling Brand Essentials 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 and black are only used as background colours on materials, and only for product labelling and building signage. Logo on Pearl: Background for all standard print and online media applications Logo on Pearl: Background for all standard print applications. Logo on white: Background for online media applications and internal media (eg. stationery, PowerPoint).

Logo onVerona: Only used for signage (e.g. buildings, dealerships, showrooms, etc.). Logo on silver: Only used on labelling (e.g. products, materials, etc.). Logo on black: Only used on labelling (e.g. products, materials, etc.). Inappropriate backgrounds: Patterns or photography. Standard Materials/labelling Standard Materials/labelling 6 | Release 2.0 | June 2011 Brand essentials Badge of honour usage on backgrounds

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

7 | Release 2.0 | June 2011 The Badge of honour (or Rolls-Royce monogram) may not be used in conjunction with any other logos on any digital or printed communications.The logo must be used exclusively.

If any instances arise where the Rolls-Royce Motor Cars name needs to be used in conjunction with another logo, then only the Rolls-Royce Motor Cars wordmark may be used. Brand essentials Badge of honour usage with other logos The Rolls-Royce Motor Cars wordmark is a secondary identifier, used when it is not permissible to use the Badge of honour.The wordmark clearly identifies Rolls-Royce Motor Cars from Rolls-Royce Plc in instances where this differentiation is necessary. Wordmark 31 | Release 1.1 | Last revised: September 2009 31 | Corporate Identity Rolls-Royce Motor Cars | Basic Elements | Wordmark | Introduction 01 02 31 | Release 1.1 | Last revised: September 2009 31 | Corporate Identity Rolls-Royce Motor Cars | Basic Elements | Wordmark | Introduction 01 Correct usage The Rolls-Royce Motor Cars wordmark should be used when the brand appears next to other brand logos 02 Incorrect usage For legal reasons, the Rolls-Royce logo must never be used next to other brand logos Wordmark Distinctive eature For legal reasons, the Rolls-Royce logo cannot be used in conjunction with the logos of other brands, so a wordmark has been created.

The Rolls-Royce Motor Cars wordmark is exclusively for the use of multi- franchise dealerships who need to display the Rolls-Royce Motor Cars brand name next to the names or logos of other manufacturers on signage or letterheads. Like the Rolls-Royce logo and the monogram, the wordmark has been precisely specified and is supplied with this PDF. 01 02 32 | Release 1.1 | Last revised: September 2009 32 | Corporate Identity Rolls-Royce Motor Cars | Basic Elements | Wordmark | Exclusion zones Minimum size The minimum widt 20 mm should be u only for letterhead Exclusion zones Clearly legible So that the Rolls-Royce Motor Cars wordmark can have optimal impact, it is important to avoid crowding it.A clear zone surrounding it must therefore be left free of other elements.

The minimum clear zone is determined by the height of the first line of the Rolls-Royce Motor Cars wordmark, as illustrated below. If the height of the first line is ‘x’, then the space either side, above and below the wordmark should be left clear to the measure of ‘x’. The Rolls-Royce Motor Cars wordmark should never appear smaller than 20 mm in width.

1/2x 1/2x x x

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

01 03 05 02 04 • Verona and Pearl are the two primary Rolls-Royce brand colours. • They are luxurious, calming colours that exude harmonious balance and evoke the values of the Rolls-Royce brand. •  Brand colours may be used for surfaces and three-dimensional applications. Brand essentials Brand colours Primary colours Secondary colours Primary colours 01 RRVerona •TCM 6313 / 6312* • CMYK 21 | 100 | 64 | 58 02 RR Pearl •TCM 6310 / 6311 / 6314* • CMYK 0 | 1 | 7 | 0 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 Rolls-Royce Motor Cars Goodwood for further information. ® Pantone is a registered trademark of Pantone Corporation, USA. 8 | Release 2.0 | June 2011

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

15 | Release 1.0 | April 2010 15 | Rolls-Royce Motor Cars CI Quick Reference Guide 01 Minimum size: Logo size 12.5 mm. Height of the line 0.5 mm.The minimum logo size should be used only in exceptional circumstances. 02 Regular size: Logo size 25 mm. Height of the line 1 mm.The standard size of the logo should be implemented whenever possible. 03 Large size: Logo size 50 mm. Height of the line 2,1 mm. 04 Extreme size: Logo size 125 mm. Height of the line 5,1 mm. For use on documents of A0 size for display purposes only. The height and width of the Pearl area depends on the respective format.

Thickness of verona line: x = upper edge of the logo to the lower edge of the first black line Logo size and thickness of verona line 03 02 01 • Wherever possible, the Rolls-Royce logo should have a consistent size of 25 mm (ads, product literature, etc.).

• The thickness of theVerona line always corresponds proportionally to the edge of the logo. • The logo is supplied in four basic sizes. To obtain the precise size you need, select the logo in the next size up and reduce accordingly. • The Rolls-Royce logo should never be reproduced smaller than 12.5 mm (see 01 below).This is the absolute minimum size and, where possible, the logo should always be larger. • Should a larger size be required, please contact Rolls-Royce Motor Cars.

x x 04 Brand Essentials 15 | Release 1.0 | April 2010 15 | Rolls-Royce Motor Cars CI Quick Reference Guide 01 Minimum size: Logo size 12.5 mm. Height of the line 0.5 mm.The minimum logo size should be used only in exceptional circumstances. 02 Regular size: Logo size 25 mm. Height of the line 1 mm.The standard size of the logo should be implemented whenever possible. 03 Large size: Logo size 50 mm. Height of the line 2,1 mm. 04 Extreme size: Logo size 125 mm. Height of the line 5,1 mm. For use on documents of A0 size for display purposes only. The height and width of the Pearl area depends on the respective format.

Thickness of verona line: x = upper edge of the logo to the lower edge of the first black line Logo size and thickness of verona line 03 02 01 • Wherever possible, the Rolls-Royce logo should have a consistent size of 25 mm (ads, product literature, etc.). • The thickness of theVerona line always corresponds proportionally to the edge of the logo. • The logo is supplied in four basic sizes. To obtain the precise size you need, select the logo in the next size up and reduce accordingly. • The Rolls-Royce logo should never be reproduced smaller than 12.5 mm (see 01 below).This is the absolute minimum size and, where possible, the logo should always be larger.

• Should a larger size be required, please contact Rolls-Royce Motor Cars.

x x 04 Brand Essentials 15 | Release 1.0 | April 2010 15 | Rolls-Royce Motor Cars CI Quick Reference Guide 01 Minimum size: Logo size 12.5 mm. Height of the line 0.5 mm.The minimum logo size should be used only in exceptional circumstances. 02 Regular size: Logo size 25 mm. Height of the line 1 mm.The standard size of the logo should be implemented whenever possible. 03 Large size: Logo size 50 mm. Height of the line 2,1 mm. 04 Extreme size: Logo size 125 mm. Height of the line 5,1 mm. For use on documents of A0 size for display purposes only. The height and width of the Pearl area depends on the respective format.

Thickness of verona line: x = upper edge of the logo to the lower edge of the first black line Logo size and thickness of verona line 03 02 01 • Wherever possible, the Rolls-Royce logo should have a consistent size of 25 mm (ads, product literature, etc.). • The thickness of theVerona line always corresponds proportionally to the edge of the logo. • The logo is supplied in four basic sizes. To obtain the precise size you need, select the logo in the next size up and reduce accordingly. • The Rolls-Royce logo should never be reproduced smaller than 12.5 mm (see 01 below).This is the absolute minimum size and, where possible, the logo should always be larger.

• Should a larger size be required, please contact Rolls-Royce Motor Cars.

x x 04 Brand Essentials 15 | Release 1.0 | April 2010 15 | Rolls-Royce Motor Cars CI Quick Reference Guide 01 Minimum size: Logo size 12.5 mm. Height of the line 0.5 mm.The minimum logo size should be used only in exceptional circumstances. 02 Regular size: Logo size 25 mm. Height of the line 1 mm.The standard size of the logo should be implemented whenever possible. 03 Large size: Logo size 50 mm. Height of the line 2,1 mm. 04 Extreme size: Logo size 125 mm. Height of the line 5,1 mm. For use on documents of A0 size for display purposes only. The height and width of the Pearl area depends on the respective format.

Thickness of verona line: x = upper edge of the logo to the lower edge of the first black line Logo size and thickness of verona line 03 02 01 • Wherever possible, the Rolls-Royce logo should have a consistent size of 25 mm (ads, product literature, etc.). • The thickness of theVerona line always corresponds proportionally to the edge of the logo. • The logo is supplied in four basic sizes. To obtain the precise size you need, select the logo in the next size up and reduce accordingly. • The Rolls-Royce logo should never be reproduced smaller than 12.5 mm (see 01 below).This is the absolute minimum size and, where possible, the logo should always be larger.

• Should a larger size be required, please contact Rolls-Royce Motor Cars.

x x 04 Brand Essentials 15 | Release 1.0 | April 2010 15 | Rolls-Royce Motor Cars CI Quick Reference Guide 01 Minimum size: Logo size 12.5 mm. Height of the line 0.5 mm.The minimum logo size should be used only in exceptional circumstances. 02 Regular size: Logo size 25 mm. Height of the line 1 mm.The standard size of the logo should be implemented whenever possible. 03 Large size: Logo size 50 mm. Height of the line 2,1 mm. 04 Extreme size: Logo size 125 mm. Height of the line 5,1 mm. For use on documents of A0 size for display purposes only. The height and width of the Pearl area depends on the respective format.

Thickness of verona line: x = upper edge of the logo to the lower edge of the first black line Logo size and thickness of verona line 03 02 01 • Wherever possible, the Rolls-Royce logo should have a consistent size of 25 mm (ads, product literature, etc.). • The thickness of theVerona line always corresponds proportionally to the edge of the logo. • The logo is supplied in four basic sizes. To obtain the precise size you need, select the logo in the next size up and reduce accordingly. • The Rolls-Royce logo should never be reproduced smaller than 12.5 mm (see 01 below).This is the absolute minimum size and, where possible, the logo should always be larger.

• Should a larger size be required, please contact Rolls-Royce Motor Cars.

x x 04 Brand Essentials •  Wherever possible, the Rolls-Royce logo should have a consistent size of 25 mm (ads, product literature, etc.). • The thickness of theVerona line always corresponds proportionally to the edge of the logo. • The logo is supplied in four basic sizes. To obtain the precise size you need, select the logo in the next size up and reduce accordingly. • The Rolls-Royce logo should never be reproduced smaller than 12.5 mm (see 01 below).This is the absolute minimum size and, where possible, the logo should always be larger. •  Should a larger size be required, please contact Rolls-Royce Motor Cars.

Brand essentials Logo size and thickness ofVerona lines Thickness ofVerona line: x = upper edge of the logo to the lower edge of the first black line 01  Minimum size: Logo size 12.5 mm. Height of the line 0.5 mm.The minimum logo size should be used only in exceptional circumstances. 02  Regular size: Logo size 25 mm. Height of the line 1 mm.The standard size of the logo should be implemented whenever possible. 03  Large size: Logo size 50 mm. Height of the line 2.1 mm.

04  Extreme size:  Logo size 125 mm. Height of the line 5.1 mm. For use on documents of A0 size for display purposes only.  The height and  width of the Pearl area depends on the respective format. 01 02 03 04 9 | Release 2.0 | June 2011

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

• The colours in Rolls-Royce photography should always fall within a limited spectrum. •  At least one brand colour (Pearl, Verona, white, silver or black) should prevail in the image. •  All images used for communication media must harmonise with at least one of the brand colours. •  If the intent of a communication measure is to draw attention to a particular colour of vehicle, one of the brand colours should be used for the background.

•  In brochures and product literature, each spread should feature hues that harmonise with at least one of the brand colours.

•  No more than two colours should prevail in any given image. • The colour emphasis needs to be on a brand colour. •  Avoid numerous conflicting strong colours. Brand essentials Colours of imagery Special cases Inappropriate colours of imagery 01 03 02 04 05 07 06 08 09 11 10 Inappropriate: prevailing violet. Inappropriate: range of colours not close to the brand colours (e.g. prevailing olive and brown). Inappropriate: combination of more than one colour without emphasis on a brand colour (e.g. prevailing crimson and yellow). Appropriate: range of colours close to the brand colours.

Appropriate: every vehicle colour – but background colour has to be a brand colour.

Appropriate: range of colours harmonising to the brand colours. 10 | Release 2.0 | June 2011

17 | Release 1.0 | April 2010 17 | Rolls-Royce Motor Cars CI Quick Reference Guide Font colour Black or white, silver. The font colourVerona is used for highlighting, e.g. for headlines. Grey should not be used. Font weight Depending on the medium, different weights are used. Gill Sans Alt 1 Light This is the main font and is used in all professionally typeset communications, for body text, captions and headlines/titles. Gill Sans Alt 1 Regular Used mainly for internal desktop publishing but also sometimes in captions Gill Sans Alt 1 Bold Used occasionally in combination with Gill Sans Alt 1 Regular • The Rolls-Royce Motor Cars typeface, is Gill Sans Alt 1.

• Please ensure that in all formats and materials that the correct typeface is being used. • Gill Sans Alt 1 Light is the main font and should be used for all professionally produced communications. • Gill Sans Alt 1 Regular is primarily used for internal desktop publishing purposes, and captions in professionally produced documents. • Gill Sans Alt 1 Bold may be used in combination with Regular – for example, for paragraph headings. • The Bold type should be set half a point size smaller than the surrounding Regular type.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! ? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! ? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! ? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! ? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! ? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! ? Gill Sans Alt One 1 1 1 The font should not be set in grey.

Typography Corporate font 17 | Release 1.0 | April 2010 17 | Rolls-Royce Motor Cars CI Quick Reference Guide Font colour Black or white, silver. The font colourVerona is used for highlighting, e.g. for headlines. Grey should not be used. Font weight Depending on the medium, different weights are used. Gill Sans Alt 1 Light This is the main font and is used in all professionally typeset communications, for body text, captions and headlines/titles. Gill Sans Alt 1 Regular Used mainly for internal desktop publishing but also sometimes in captions Gill Sans Alt 1 Bold Used occasionally in combination with Gill Sans Alt 1 Regular • The Rolls-Royce Motor Cars typeface, is Gill Sans Alt 1.

• Please ensure that in all formats and materials that the correct typeface is being used. • Gill Sans Alt 1 Light is the main font and should be used for all professionally produced communications. • Gill Sans Alt 1 Regular is primarily used for internal desktop publishing purposes, and captions in professionally produced documents. • Gill Sans Alt 1 Bold may be used in combination with Regular – for example, for paragraph headings. • The Bold type should be set half a point size smaller than the surrounding Regular type.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! ? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! ? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! ? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! ? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! ? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! ? Gill Sans Alt One 1 1 1 The font should not be set in grey.

Typography Corporate font •  The Rolls-Royce Motor Cars typeface is Gill Sans Alt 1.

•  Please ensure that in all formats and materials, the correct typeface is being used. •  Gill Sans Alt 1 Light is the main font and should be used for all professionally produced communications as well as desktop publishing and internal documents. •  Gill Sans Alt 1 Bold may be used in combination with Light – for example, for paragraph headings. •  The Bold type should be set half a point size smaller than the surrounding Light type. Typography Corporate font Font colour Black, white or silver. The font colourVerona is used for highlighting, e.g. for headlines. Grey should not be used.

Font weight Depending on the medium, different weights are used. Gill Sans Alt 1 Light This is the main font and is used in all professionally typeset communications, for body text, captions and headlines/titles. Gill Sans Alt 1 Bold Used occasionally in combination with Gill Sans Alt 1 Light. Django Should be used only for quotes and should run in upper and lower case. It should never appear in caps alone.

Alternative quote font • Django is a more recent addition to the Rolls-Royce Motor Cars font repertoire. A scripted font, it is a diverting way of expressing quotes – either in brochures or on exhibition stands. • Django can be used in conjunction with Gill Sans, but must only be used for quotes and should run in upper and lower case. It should never appear in caps alone. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! ? Django Typography 11 | Release 2.0 | June 2011

19 | Release 1.0 | April 2010 19 | Rolls-Royce Motor Cars CI Quick Reference Guide Alternative languages Typography Ghost V12 Japanese: MS Gothic (8.5pt) English: Gill Alt One Regular (9.5pt – This is slightly larger to balance visually with the weight of the Japanese characters.) There are no spaces around the ‘V12’, unlike in the Chinese example.

Ghost Arabic: Times New Roman – Text is right-justified as it is read from right to left English: Gill Alt One Regular সᗱ⡍ᰃࢇᮃ㦅ᮃⱘ㊒傧᠔೼ˈ‫݋‬᳔᳝㒃ℷⱘ ࢇᮃ㦅ᮃ㸔㒳DŽ㊒Ⲟ∖㊒ⱘᡔᴃ੠ܼᮄⱘ V12 থࡼᴎ ᦤկҢᆍᛀᛣⱘ偒偊ԧ偠˗ৠᯊˈᭈ⋕ⱘ䔺‫ݙ‬ぎ䯈 ੉ᡸⴔ↣ϔԡЬᅶDŽㅔ㑺г䆌䲒ҹӕঞˈԚ∌䖰 ؐᕫᇱ䆩DŽ সᗱ⡍ ㅔ㑺ⱘ࡯䞣 Chinese: SimHei English: Gill Alt One Regular – there is a Gill space character around the ‘V12’, compared to the Chinese ‘full-width’ spaces in the punctuation. For non-European characters, such as in simplified Chinese, Japanese and Arabic the following fonts and formats apply. 19 | Release 1.0 | April 2010 19 | Rolls-Royce Motor Cars CI Quick Reference Guide Alternative languages Typography Ghost V12 Japanese: MS Gothic (8.5pt) English: Gill Alt One Regular (9.5pt – This is slightly larger to balance visually with the weight of the Japanese characters.) There are no spaces around the ‘V12’, unlike in the Chinese example.

Ghost Arabic: Times New Roman – Text is right-justified as it is read from right to left English: Gill Alt One Regular সᗱ⡍ᰃࢇᮃ㦅ᮃⱘ㊒傧᠔೼ˈ‫݋‬᳔᳝㒃ℷⱘ ࢇᮃ㦅ᮃ㸔㒳DŽ㊒Ⲟ∖㊒ⱘᡔᴃ੠ܼᮄⱘ V12 থࡼᴎ ᦤկҢᆍᛀᛣⱘ偒偊ԧ偠˗ৠᯊˈᭈ⋕ⱘ䔺‫ݙ‬ぎ䯈 ੉ᡸⴔ↣ϔԡЬᅶDŽㅔ㑺г䆌䲒ҹӕঞˈԚ∌䖰 ؐᕫᇱ䆩DŽ সᗱ⡍ ㅔ㑺ⱘ࡯䞣 Chinese: SimHei English: Gill Alt One Regular – there is a Gill space character around the ‘V12’, compared to the Chinese ‘full-width’ spaces in the punctuation. For non-European characters, such as in simplified Chinese, Japanese and Arabic the following fonts and formats apply. 19 | Release 1.0 | April 2010 19 | Rolls-Royce Motor Cars CI Quick Reference Guide Alternative languages Typography Ghost V12 Japanese: MS Gothic (8.5pt) English: Gill Alt One Regular (9.5pt – This is slightly larger to balance visually with the weight of the Japanese characters.) There are no spaces around the ‘V12’, unlike in the Chinese example.

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

Typography Alternative languages Chinese: SimHei English: Gill Alt One Regular – there is a Gill space character around the ‘V12’, compared to the Chinese ‘full-width’ spaces in the punctuation. Arabic: Simplified Arabic -Text is right-justified as it is read from right to left English: Gill Alt One Regular.

Japanese: MS Gothic (8.5pt) English: Gill Alt One Regular (9.5pt – this is slightly larger to balance visually with the weight of the Japanese characters.) There are no spaces around the ‘V12’, unlike in the Chinese example. 12 | Release 2.0 | June 2011

20 | Release 1.0 | April 2010 20 | Rolls-Royce Motor Cars CI Quick Reference Guide Tone of voice The Rolls-Royce Motor Cars distribution partners will be supplied with Rolls-Royce Motor Cars Genuine Parts. THE ROLLS-ROYCE Motor Cars distribution partners will be supplied with ROLLS-ROYCE Motor Cars GENUINE PARTS.

The Rolls Royce Motor Cars distribution partners will be supplied with Rolls Royce Motor Cars Genuine Parts. The Rolls-Royce Motor Cars distribution partners will be supplied with Rolls- Royce Motor Cars Genuine Parts.

“The informal lounge seating configuration creates a serene and convivial environment.While its slight curve adds a feeling of intimacy as it allows you to 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 in its most natural form adds a simple but striking finishing touch to the interior of Ghost.To give the impression of a seamless flow of grain from the dashboard to the passenger compartment, we only use wood from the same tree for each car.

Not only does this ensure a consistent colouration, it means over time it will acquire the same patina.” Brand name, activities, products and divisions • Guidelines must be followed in all copy to ensure proper presentation of the brand • All brand names, brand-specific activities, products and divisions should always be presented in upper and lower-case, with initial letters in upper case • Never use upper case for whole words or names • Never omit the hyphen in ‘Rolls-Royce’ • Never split Rolls-Royce over two lines • Full brand name (Rolls-Royce Motor Cars) to be used at all times, except when preceding a model name e.g.

Rolls-Royce Phantom Writing • Use active, dynamic and positive language • Be engaging and thought provoking, elegant without snobbery or being verbose • Avoid over-claims and exaggeration • Rolls-Royce will not compromise on design or engineering, this is to be reflected in the way we speak about them, never appear passive or meek Brand name, activities, products and divisions •  Guidelines must be followed in all copy to ensure proper presentation of the brand.

•  All brand names, brand-specific activities, products and divisions should always be presented in upper and lower-case, with initial letters in upper case. • Never use upper case for whole words or names. • Never omit the hyphen in ‘Rolls-Royce’. • Never split Rolls-Royce over two lines. •  Full brand name (Rolls-Royce Motor Cars) to be used at all times, except when preceding a model name. Writing • Use active, dynamic and positive language. •  Be engaging and thought provoking, elegant without snobbery or being verbose.

• Avoid over-claims and exaggeration. •  Rolls-Royce Motor Cars will not compromise on design or engineering, this is to be reflected in the way we communicate, never passive or meek.

Tone of voice “Beautiful wood in its most natural form adds a simple but striking finishing touch to the interior of Ghost. To give the impression of a seamless flow of grain from the dashboard to the passenger compartment, we only use wood from the same tree for each car. Not only does this ensure a consistent colouration, it means over time it will acquire the same patina.” 13 | Release 2.0 | June 2011

9 | Release 1.0 | April 2010 Positioning, messages and key information Layout overview Advertising Internal media, press kits and other printed materials Basic principle All media formats are based on a simple, uniform layout principle, this defines the structure of the information being presented, proportions between address, image and message and brand information positioning. 12.5% is reserved for the branding, communication areas and brand identification are separated using the thinVerona line, 87.5% for full-bleed image.

20% is usually reserved for the branding, communication areas and brand identification are separated using the thinVerona line, 80% for white space or optional full-bleed image.

15% is reserved for the branding, communication areas and brand identification are separated using the thinVerona line, 85% for full-bleed image. 25% is usually reserved for the branding, communication areas and brand identification are separated using the thinVerona line, 75% for white space or optional full-bleed image. brand identification: 20% of the height of the format 80% of the height of the format remains white or is reserved for full-bleed pictures Rolls-Royce Motor Cars Street Name City Name Countr y Name Telephon number brand identification: 12.5% of the height of the format Logo size: 15 mm 87,5% of the height of the format remains for full-bleed pictures Rolls-Royce Motor Cars Sampletown, 15 Samplestreet 123 ABC DEFG Tel: +11 (0) 12 3456 789 brand identification: 20% of the height of the format 80% of the height of the format remains white or is reserved for full-bleed pictures Rolls-Royce Motor Cars Street Name City Name Countr y Name Telephon number brand identification: 12.5% of the height of the format Logo size: 15 mm 87,5% of the height of the format remains for full-bleed pictures Rolls-Royce Motor Cars Sampletown, 15 Samplestreet 123 ABC DEFG Tel: +11 (0) 12 3456 789 brand identification: 20% of the height of the format 80% of the height of the format remains white or is reserved for full-bleed pictures Rolls-Royce Motor Cars Street Name City Name Countr y Name Telephon number brand identification: 12.5% of the height of the format Logo size: 15 mm 87,5% of the height of the format remains for full-bleed pictures Rolls-Royce Motor Cars Sampletown, 15 Samplestreet 123 ABC DEFG Tel: +11 (0) 12 3456 789 brand identification: 20% of the height of the format 80% of the height of the format remains white or is reserved for full-bleed pictures Rolls-Royce Motor Cars Street Name City Name Countr y Name Telephon number brand identification: 12.5% of the height of the format Logo size: 15 mm 87,5% of the height of the format remains for full-bleed pictures Rolls-Royce Motor Cars Sampletown, 15 Samplestreet 123 ABC DEFG Tel: +11 (0) 12 3456 789 brand identification: 20% of the height of the format 80% of the height of the format remains white or is reserved for full-bleed pictures Rolls-Royce Motor Cars Street Name City Name Countr y Name Telephon number brand identification: 12.5% of the height of the format Logo size: 15 mm 87,5% of the height of the format remains for full-bleed pictures Rolls-Royce Motor Cars Sampletown, 15 Samplestreet 123 ABC DEFG Tel: +11 (0) 12 3456 789 brand identification: 20% of the height of the format 80% of the height of the format remains white or is reserved for full-bleed pictures Rolls-Royce Motor Cars Street Name City Name Countr y Name Telephon number brand identification: 12.5% of the height of the format Logo size: 15 mm 87,5% of the height of the format remains for full-bleed pictures Rolls-Royce Motor Cars Sampletown, 15 Samplestreet 123 ABC DEFG Tel: +11 (0) 12 3456 789 brand identification: 20% of the height of the format 80% of the height of the format remains white or is reserved for full-bleed pictures Rolls-Royce Motor Cars Street Name City Name Countr y Name Telephon number brand identification: 12.5% of the height of the format Logo size: 15 mm 87,5% of the height of the format remains for full-bleed pictures Rolls-Royce Motor Cars Sampletown, 15 Samplestreet 123 ABC DEFG Tel: +11 (0) 12 3456 789 brand identification: 20% of the height of the format 80% of the height of the format remains white or is reserved for full-bleed pictures Rolls-Royce Motor Cars Street Name City Name Countr y Name Telephon number brand identification: 12.5% of the height of the format Logo size: 15 mm 87,5% of the height of the format remains for full-bleed pictures Rolls-Royce Motor Cars Sampletown, 15 Samplestreet 123 ABC DEFG Tel: +11 (0) 12 3456 789 Advertising Internal media, press kits and other printed materials 14 | Release 2.0 | June 2011 12.5-20% is reserved for the branding.

Communication areas and brand identification are separated using the thinVerona line, 80-87.5% for full-bleed image.

Basic principle All media formats are based on a simple, uniform layout principle.This defines the structure of the information being presented, proportions between address, image and message and brand information positioning. Advertising guidelines Layout overview 20% is usually reserved for branding. Communication areas and brand identification are separated using the thinVerona line, 80% for white space or optional full-bleed image. 25% is usually reserved for the branding. Communication areas and brand identification are separated using the thinVerona line, 75% for white space or optional full-bleed image.

15 | Release 2.0 | June 2011 Ghost is the essence of Rolls-Royce in its purest form. Discreet technology and a newV12 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. Ghost The power of simplicity 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.

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. Title text/sub-headline is centered and is positioned on the image background, though not on the vehicle, black or white text, 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). Verona Line – thickness dependent on logo size. Image must always bleed off 3 sides. Main copy is left aligned in clear space, in line with the left edge of the logo. Pearl/white area contains all dealer contact details (if a single dealer advertisement), Rolls-Royce Motor Cars logo, web address and terms and conditions. Logo – always centered against a background. In print advertising the background is Pearl or white and is always used in connection with the Verona line. Size of logo and line is dependent on specific measurements.

Advertising guidelines Layout overview

Ghost is engineered to be whisper-quiet, however much you exploit its newV12 engine. Effortless, yet rewarding driving is assured by the same advanced technology that creates the unique magic carpet-like ride. In every respect, Ghost embodies the power of simplicity. Ghost Power in reserve, composure in any conditions 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. Bayerische 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. 8pt – Dealer Name 8pt – Telephone number 8pt – Web address 6pt – Copyright details x = 15mm 45mm = 15% total height @ A4.

This should not be extended beyond 20%. Verona Line: 0.6mm (based on 15mm logo) x = Logo size: 15mm (at A4) 0.5 x 0.5 x Ghost is the essence of Rolls-Royce in its purest form. Discreet technology and a newV12 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. Ghost The power of simplicity 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. 16 | Release 2.0 | June 2011 Advertising guidelines Single page and DPS branding measurements, single dealer advert

17 | Release 2.0 | June 2011 0.5 x www.rolls-roycemotorcars.com © Copyright Rolls-Royce Motor Cars Limited 2011. The Rolls-Royce name and logo are registered trademarks. Ghost is the essence of Rolls-Royce in its simplest, purest form. Discreet technology and a newV12 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. Ghost The power of simplicity Abu Dhabi Motors, Abu Dhabi, UAE Tel: 00971 2 677 8884 www.rolls-roycemotorcars-dealer.com/abudhabi AGMC Dubai, UAE Tel: 00971 4 339 1555 www.rolls-roycemotorcars-dealer.com/dubai Rolls-Royce Motor Cars Doha, Doha, Qatar Tel: 00974 447 7577 www.rolls-roycemotorcars-dealer.com/doha Euro Motors, Manama, Kingdom of Bahrain Tel: 00973 17 750 750 www.rolls-roycemotorcars-dealer.com/bahrain Al Jenaibi Int’l Automobiles LLC, Muscat, Oman Tel: 00968 2 456 7108 www.rolls-royceoman.com Ali Alghanim & Sons Automotive Co.

WLL, Kuwait Tel: 00965 224 6000 www.rolls-roycemotorcars-dealer.com/kuwait Mohamed Yousuf Naghi Motors, Jeddah, Kingdom of Saudi Arabia Tel: 00966 2 669 5333 www.rolls-roycemotorcars-dealer.com/saudiarabia Mohamed Yousuf Naghi Motors, Riyadh, Kingdom of Saudi Arabia Tel: 00966 1 462 7777 www.rolls-roycemotorcars-dealer.com/saudiarabia Advertising guidelines Single page and DPS branding measurements, multiple dealer advert 0.5 x Ghost is the essence of Rolls-Royce in its simplest, purest form. Discreet technology and a newV12 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. Ghost The power of simplicity Abu Dhabi Motors, Abu Dhabi, UAE Tel: 00971 2 677 8884 www.rolls-roycemotorcars-dealer.com/abudhabi AGMC Dubai, UAE Tel: 00971 4 339 1555 www.rolls-roycemotorcars-dealer.com/dubai Rolls-Royce Motor Cars Doha, Doha, Qatar Tel: 00974 447 7577 www.rolls-roycemotorcars-dealer.com/doha Euro Motors, Manama, Kingdom of Bahrain Tel: 00973 17 750 750 www.rolls-roycemotorcars-dealer.com/bahrain Al Jenaibi Int’l Automobiles LLC, Muscat, Oman Tel: 00968 2 456 7108 www.rolls-royceoman.com Ali Alghanim & Sons Automotive Co.

WLL, Kuwait Tel: 00965 224 6000 www.rolls-roycemotorcars-dealer.com/kuwait Mohamed Yousuf Naghi Motors, Jeddah, Kingdom of Saudi Arabia Tel: 00966 2 669 5333 www.rolls-roycemotorcars-dealer.com/saudiarabia Mohamed Yousuf Naghi Motors, Riyadh, Kingdom of Saudi Arabia 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. www.rolls-roycemotorcars.com © Copyright Rolls-Royce Motor Cars Limited 2011.The Rolls-Royce name and logo are registered trademarks.

37.5mm = 12.5% total height @ A4 8pt – Web address 6pt – Copyright details 0.5 x Dealer Name (Gill Alt One Regular), Location (Gill Alt One Light) Tel: 00 1234 567 890 www.rolls-roycemotorcars-anytown.com Dealer Name (Gill Alt One Regular), Location (Gill Alt One Light) Tel: 00 1234 567 890 www.rolls-roycemotorcars-anytown.com Dealer address details 8pt Type – 11pt leading @ A4 x = Logo size: 15mm (at A4) 0.5 x 0.5 x

18 | Release 2.0 | June 2011 Advertising guidelines Fuel economy figures Bayerische 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. Ghost is designed, engineered and crafted to be invitingly approachable.A sleek profile of classic Rolls-Royce proportions opens up to an uncluttered, yet luxurious interior that cossets every occupant. In every respect, Ghost embodies the power of simplicity.

Fuel economy figures (l/100Km): Urban 20.5 / Extra Urban 9.6 / Combined 13.6. CO2 emissions (g/km): 317 0.5 x It is the responsibility of the dealer to comply with the advertising regulations of the vehicle regulatory authority of their country. In a number of countries it is required that vehicle fuel economy is displayed on advertisements, alongside vehicle emission output data. If this is a requirement, the dealer needs to communicate this to HPS when using an advertising template from the Rolls-Royce Online MarketingToolkit to ensure that it is included on the advert. Fuel economy figures are positioned underneath the main bodycopy, at the same point size.

Where a range of vehicles are shown, the highest and lowest figures are used to demonstrate the fuel economy performance range and CO2 emissions.

x = Logo size: 15mm (at A4) 0.5 x 0.5 x

19 | Release 2.0 | June 2011 T Bleed Size Trim + 3mm all round e.g. 303x216mm rim Size e.g.A4 (297x210mm) Type or Live Area e.g. 267x180mm 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 Terminology descriptions Trim area is the actual size of the advert.Type area is the area 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 sides. It is important that the dealer provides all measurements when requesting an advert.

Advertising guidelines Advert dimensions – bleed size, trim size and type area

20 | Release 2.0 | June 2011 Advertising guidelines Compliance with credit regulations Any advertising that offers credit must comply with the credit regulations of that country, non-compliance can incur serious penalties. Dealers are responsible for ensuring that their advertising complies with the credit regulations of their country. 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. • Detail required in terms and conditions. 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.

Therefore: • Credit rates and monthly payments should not be used in headlines or sub headlines. • Rates can be used in body copy, alongside details and benefits of the terms offered. 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. Experience Rolls-Royce Ghost. $999* per month 24 months 4-year unlimited-mileage limited warranty, complimentary service and roadside assistance.** Ghost Passion has a name 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. *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 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 $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 only if vehicle is used for personal, family or household purposes. Otherwise warranty and other benefits are limited to 4 years/100,000 miles. Ensure finance figures are correct Image must be representative of vehicle being offered in finance figures Ensure terms and conditions correlate with reference symbols Finance-based advertising - press adverts

21 | 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 MarketingToolkit: 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.

22 | Release 2.0 | June 2011 Logo andVerona line is always at the top of the email Key background colour should be white or black Direct and concise positioning statement placed within left-hand margin Only approved images should be used Key message should be positioned ‘above the fold’ Font is set toVerdana as an alternative to Gill Alt One which is not a standard system font available on the recipient’s computer Call to action is always clear Direct link to dealer’s website An exclusive invitation for an exclusive event.

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, this exquisite figure has come to represent many things. For some, she is the symbol of luxury, for others beauty and grace, and for others still, the highest levels of craftsmanship.

Every Rolls-Royce car produced during 2011 will feature a unique commemorative inscription, creating an enduring tribute to the centenary year. Join us on (date) at (time) as we begin our year of celebration at Rolls-Royce (dealer name). Event details xxxxxxxx xxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxx xxxxxx xxxxxxxx xxxxxxxxxxxxxxxxx xxxxxxx xxxxxxxx xxxxxxxx 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). For more information visit www.spiritofecstasy/100.com www.dealerwebsite.com unsubscribe SPIRIT OF ECSTASY CENTENARY 2011 100YEARS OF INSPIRATION 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 on the Online MarketingToolkit (www.marketing.rolls-roycemotorcars.com) and can be sent using Salesforce.

23 | Release 2.0 | June 2011 Primary navigation bar Block title Gill Sans Alt One Regular Digital guidelines Every Rolls-Royce dealer has their own dealer website, where local content can be directly managed using the Dealer Website Manager system. The more often this content is updated, the better the website will perform in terms of Search Engine Optimisation. 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 not abbreviated i.e. Rolls-Royce Motor Cars Paris. •  Preference for using the dealership name in full should always be given, rather than using the group name. •  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.

Centred Logo 34x59px 27 pxls from top of page Intro and quote Gill Sans Alt One light Dealer websites Body Copy Verdana Regular

24 | Release 2.0 | June 2011 Dealer photography Photography standards Rolls-Royce Provenance Approved Used Cars have a very unique appeal and it’s essential that this comes across in the car photography, in a way that is appropriate to the brand. The aim of the photography guidelines is to help dealers take good quality photographs that help to show the best features of the cars. This checklist can help in ensuring that can be achieved. Vehicle preparation •  Clean interior and exterior of vehicle, including wheels.

•  Appropriate vehicle showroom plates mounted. •  Windows, doors and boot closed.

•  Rear-view mirror and steering wheels centred (for interior shots). •  Head rests and seats in standard positions, seats aligned. •  Remove keys from ignition. •  Adjust position of front wheels to approx. 35° wheel angle. The shoot – angles •  Exterior photographs of the vehicle from the defined angles and from all five perspectives (full front, front ¾, full side, rear ¾, and full rear). •  Interior photographs of the vehicle from the defined angles and from all four perspectives (full side – doors open, front interior, full front fascia and rear interior).

•  Set the correct angle / perspective. •  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. Location •  Appropriate, quiet background / clear, clean surroundings. •  Clean ground beneath car / ensure ground is clear. •  Vehicle has enough surrounding space / standing on its own. •  No dealership names, advertisements, other marques or logo’s visible in the background. •  No people in, or around the vehicle.

Light •  No reflections of the sun. •  No unfavourable reflections of trees, other vehicles or objects etc., in the bodywork. •  No foreign shadows near car. Finishing touches •  The photograph is in focus. •  A digital camera is used – no camera phones. Ideally this should be a good quality device of at least 5-6 megapixels. Ensure the camera is at its highest quality image setting.

25 | 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 The camera should be positioned at the same height as the SoE. The background is neutral. Full rear photograph The camera should be positioned at the same height as the Rolls-Royce badge. Front ¾ photograph The camera should be positioned at the same height as the wing mirror. See ‘Exterior photographs – angles’. Rear ¾ photograph See ‘Exterior photographs – angles’ for wheel and vehicle position.

NB.Always photograph the Drophead Coupé with the roof both open and closed. Full side photograph The camera should be positioned at the same height as the side windows with a neutral background. Wheel photographs One detailed wheel photograph is recommended. Either perspective can be used, dependent on the design of the wheel. A slight angle can sometimes give a flattering view of the wheel design. The wheel is straight and the ground under the wheel is clean.

26 | 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.

Camera angle for a front side view. Wheel angle turned to approx 35°. Camera angle for a rear side view. Wheel angle turned to approx 35°. For side views and close-ups of the wheels, the steering should be in neutral position.

27 | Release 2.0 | June 2011 Dealer photography Interior photographs Always photograph the interior of the Rolls-Royce from the following four perspectives. Full fascia photograph The whole fascia should be displayed with a neutral view out of the front windscreen. Full side photograph – doors open The full interior should be displayed. Front interior photograph The door frame should not provide a distraction.The photograph should include a view of the fascia and front seats. Rear interior photograph The photograph should include a view of the carpet, seats and headlining. Option photographs The options in the vehicle should be displayed.

Between three and five photographs are recommended. Example 1 Rear drop-down centre console. Example 2 Rear drinks cabinet. Example 3 Rear theatre configuration.

22 | Release 1.0 | April 2010 Contact information For further information, or to obtain images, please contact Rolls-Royce Motor Cars or refer to our website: www.rolls-roycemotorcars.com. Debbie Parker Corporate Identity Manager T +44 (0)1243 384 108 E Deborah.Parker@rolls-roycemotorcars.com Kirsty Skinner-Gerth Brand Manager T +44 (0)1243 384 092 E kirsty.skinner-gerth@rolls-roycemotorcars.com General enquiries T +44 (0)1243 384 000 E enquiries@rolls-roycemotorcars.com Contact information For further information, please contact Rolls-Royce Motor Cars or refer to our website: www.rolls-roycemotorcars.com.

Debbie Parker Corporate Identity Manager T +44 (0)1243 384 108 E Deborah.Parker@rolls-roycemotorcars.com Melanie Evans Dealer Marketing Manager T +44 (0)1243 384 104 E Melanie.Evans@rolls-roycemotorcars.com Dealer Marketing Support 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