Rolls-Royce Motor Cars Corporate Identity Quick Reference Guide June 2011
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Rolls-Royce
Rolls-Royce Motor
MotorCars
Cars
Corporate
Corporate Identity
Identity
Quick Reference
ReferenceGuide
Guide
June 2011
1| Release 1.0 | April 2010
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
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
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
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
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
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June 2011
2010
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
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
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
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 2011Typography
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᠔ˈ᳔᳝㒃ℷⱘ
সᗱ⡍ᰃࢇᮃ㦅ᮃⱘ㊒傧᠔ˈ᳔᳝㒃ℷⱘ
ࢇᮃ㦅ᮃ㸔㒳DŽ㊒Ⲟ∖㊒ⱘᡔᴃܼᮄⱘ V12 থࡼᴎ
ࢇᮃ㦅ᮃ㸔㒳DŽ㊒Ⲟ∖㊒ⱘᡔᴃܼᮄⱘ 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 2010Tone 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
2010Positioning, 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 2011Advertising 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 2011Advertising 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 2011Advertising 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 2011Advertising 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 2011Advertising 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 2011Advertising 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 2011Advertising 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 2011Digital 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 2011Dealer 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 2011Dealer 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 2011Dealer 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 2011Dealer 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 2010You can also read
