Toyota New Brand Visual Identity Guidelines 4.

Colour & Usage

Toyota New Brand Visual Identity Guidelines

2012

Colour & Usage Contents

1 Introduction to Colour 1.1 The Four Colour Systems 1.2 PMS Colour System 1.3 CMYK Colour System 1.4 RGB Colour System 1.5 Web Hex Colour System 2 The Colour Palette 2.1 Examples of Colour Usage 2.2 Primary Colour Palette 2.3 Secondary Colour Palette 3 Selecting Hero Product Colours 3.1 Introduction 3.2 Selecting Hero Product Colours NG Yaris 3.3 Selecting Hero Product Colours MC Prius 3.4 Selecting Hero Product Colours MC Avensis 4 Gradients 4.1 Introduction 4.2 The Gradient Shape 4.3 Gradients Red 4.4 Gradients Orange 4.5 Gradients Purple 4.6 Gradients Cyan 4.7 Gradients Green 4.8 Gradients Navy 4.9 Gradients Yellow 4.10 Gradients Cool Grey 5 4.11 Gradients Cool Grey 11 5 Gradients and Cars 5.1 Positioning and Style 5.2 Examples of Cars and Gradients 5.3 Gradient Donts 6 Colour and Brand 6.1 Tag and Endline 6.2 Content Band 6.3 Colour in Typography Overview Primary 6.4 Colour in Typography Overview Secondary 6.5 Using Colour in Headlines 6.6 Using Colour to Highlight

Toyota New Brand Visual Identity Guidelines

2012

Colour & Usage Introduction A new suite of Secondary colours have been introduced to work with the existing Toyota Primary Colour Palette. The colours are brighter, bolder and more emotive in order to make the brand more impactful, vibrant and engaging to the consumer. The product groups with their corresponding colours have been discontinued and the new Colour Palette is designed to allow more exibility across the product range. There are no longer colours for particular products.

Toyota New Brand Visual Identity Guidelines

2012 Page 3

Colour & Usage Contents

1 Introduction Introd duction to Colour 1.1 The Four Colour S Systems ystems 1.2 2 PMS Colour Syst System stem 1.3 .3 CMYK Colour S System ystem 1.4 RGB Colour Sy 1.4 System 1.5 Web Hex Col 1.5 Colour olour System 2 The Colour Palet ette 2.1 Examples s of Colour Usage 2.2 Primary y Colour Palette 2.3 Seconda dary Colour Palette 3 Selecting He ero r Product Colours 3.1 Introd duction 3.2 Select ting Hero Product Co olou urs NG Yaris 3.3 Select ting Hero Product Co olou urs MC Prius 3.4 Select cting Hero Product Co olou urs MC Avensis 4 Gradients 4.1 Introd duction 4.2 The Gr radient Shape 4.3 Gradien nts Red 4.4 Gradien nts Orange 4.5 Gradien nts t Purple 4.6 Gradient ts Cyan 4.7 Gradients ts Green 4.8 Gradients Navy 4.9 Gradients Yellow 4.10 Gradients Cool Grey 5 4.1 .11 Gradients Cool Grey 11 5 Grad dients and Cars 5.1 Positioning and Sty tyle 5.2 Examples of Cars an nd Gradients 5.3 Gra radient Donts 6 Colour and Brand 6.1 Tag and Endline 6.2 Content Band 6.3 Col olou our r in Typograph hy Ov Over ervi v ew Primary 6.4 4 Colour in Typography Overview w Secondary 6.5 Using Colour in Headlines 6.6 Using Colour to Highlight

Toyota New Brand Visual Identity Guidelines

2012

Colour & Usage 1.1 The Four Colour Systems

Toyota New Brand Visual Identity Guidelines

2012 Page 5

There are four standard Colour Systems which are used for specifying colours in dierent situations. PMS CMYK RGB Web Hex On the left Toyota Red 186 is demonstrated in the four Colour Systems. The following pages explain how these systems work.

PMS Colour System

CMYK Colour System

RGB Colour System

Web Hex Colour System

Colour & Usage 1.2 PMS Colour System

Toyota New Brand Visual Identity Guidelines

2012 Page 6

PMS, short for Pantone Matching System, is a standardised colour specication system for litho printing. PMS colours can also be referred to as spot colours or specials. By standardising the colours, dierent manufacturers in dierent locations can all refer to the Pantone system formula guides to ensure colours match. Pantone colour reference guides are available in the standard range of colours which includes uorescent, for coated and uncoated inks. Special reference guides for pastels and metallics are also available.
Pantone 9160

FORMULA GUIDE

Pantone 186

Pantone 7543

Pantone 3155

Pantone 639

Selection of standard Pantone colours

Pantone 9182

Selection of pastel Pantone colours

Due to the specic pigments used in the creation of Pantone colours, not all colours can be matched exactly in the CMYK process.

Pantone 877

Pantone 876

Pantone 871

PANTONE

Selection of metallic Pantone colours

Pantone 804

Fluorescent Pantone colour

Colour & Usage 1.3 CMYK Colour System

Toyota New Brand Visual Identity Guidelines

2012 Page 7

CMYK, short for (C) Cyan (M) Magenta (Y) Yellow and (K) Black is the colour specication system for colour printing. It can also be known as process colour or four colour. The CMYK system works by printing percentage values of the four core ink colours one on top of the other either digitally or lithographically to achieve a spectrum of colours as shown. Each colour within the Primary and Secondary Colour Palettes has been assigned a CMYK value, apart from metallic and uorescent colours which cannot be reproduced in CMYK. Some colours are impossible to match exactly due to the limitations of the inks used in CMYK, however, all colours have been tested by Toyota and the best possible values selected. The results of colours printed using CMYK values will always vary by print house; however, very close colour matches can be achieved based on the values specied in this document.

C 00%

+
M 100%

+
Y 95%

=
Toyota Red C 00, M 100, Y 90, K 05

+
K 05%

In the CMYK Colour System, printing percentages of the four core coloured inks Cyan (C), Magenta (M), Yellow (Y) and Black (K) on top of each other produces a spectrum of colours

Colour & Usage 1.4 RGB Colour System

Toyota New Brand Visual Identity Guidelines

2012 Page 8

RGB, short for Red (R), Green (G) and Blue (B), is the colour specication system for electronic systems such as televisions and computers. RGB is a device-dependent colour system, dierent devices detect or reproduce a given RGB value dierently, therefore an RGB value does not dene the same colour across devices without colour management (the calibration of individual devices). Each colour within the Primary and Secondary Colour Palettes has been assigned an RGB value, apart from metallic and uorescent colours which cannot be reproduced in RGB. Some colours are impossible to match exactly due to the limitations of the RGB system, however all colours have been tested by Toyota and the best possible values selected.

Toyota Red R 207, G 20, B 43

In the RGB Colour System, adding Red (R), Green (G) and Blue (B) light together creates white

Colour & Usage 1.5 Web Hex Colour System

Toyota New Brand Visual Identity Guidelines

2012 Page 9

Hex, short for hexidecimal, is the colour specication system for the web. Hex colours are represented by a six digit, three-byte hexidecimal number used in computing applications to represent colours. The bytes represent the red, green and blue components of the colour. Web colours have an RGB denition which has been selected to be similar to most monitors and viewing conditions, so that even without colour management the appearance will be as close as possible to the specied values.

00FF33

FFOOOO

33FFFF

Toyota Red CCOO33

Web hex is the colour specication system for the web

Colour & Usage Contents

1 Introd duction to Colour 1.1 The Four Colour Systems 1.2 2 PMS Colour Syst stem 1.3 .3 CMYK Colour System 1.4 RGB Colour Sy System 1.5 Web Hex Col olour System 2 The Colour Palet Palette ette 2.1 Examples s of Colour Usage 2.2 Primary y Colour Palette 2.3 Seconda Secondary dary Colour Palette 3 Selecting He ero r Product Colours 3.1 Introd duction 3.2 Select ting Hero Product Co olou urs NG Yaris 3.3 Select ting Hero Product Co olou urs MC Prius 3.4 Select cting Hero Product Co olou urs MC Avensis 4 Gradients 4.1 Introd duction 4.2 The Gr radient Shape 4.3 Gradien nts Red 4.4 Gradien nts Orange 4.5 Gradien nts t Purple 4.6 Gradient ts Cyan 4.7 Gradients ts Green 4.8 Gradients Navy 4.9 Gradients Yellow 4.10 Gradients Cool Grey 5 4.1 .11 Gradients Cool Grey 11 5 Grad dients and Cars 5.1 Positioning and Sty tyle 5.2 Examples of Cars an nd Gradients 5.3 Gra radient Donts 6 Colour and Brand 6.1 Tag and Endline 6.2 Content Band 6.3 Col olou our r in Typograph hy Ov Over ervi v ew Primary 6.4 4 Colour in Typography Overview w Secondary 6.5 Using Colour in Headlines 6.6 Using Colour to Highlight

Toyota New Brand Visual Identity Guidelines

2012

Colour & Usage 2.1 Examples of Colour Usage

Toyota New Brand Visual Identity Guidelines

2012 Page 11

The new Colour Palette combined with the new Framework allows more exibility across the product range. The colours are brighter, bolder and more emotive in order to make the brand more impactful, vibrant and engaging to the consumer.

Website

Outsmart Life.

The all new Yaris Range. Where the smart moneys at.
Idenimi, aut labo. Nem repudam et ad modi dolo coratis aut asIpsande lam iducillibus parum quam, estrum ius ma cus, comnimi nveles et utem ius explibero imusant estissit. Discover more at toyota-europe.com/aygo

48 sheet billboard

A3 landscape poster

Colour & Usage 2.2 Primary Colour Palette

Core colour Highlight colours Special colour

Toyota New Brand Visual Identity Guidelines

2012 Page 12

The Primary Colour Palette represents the Toyota brand in its purest form, it is a neutral palette and represents the essence of our brand by maintaining the strong heritage we have established in our previous use of colour. The greys are taken from our symbol, the red from our logotype is our brand colour and pure white is an integral part of the overall impression of our brand. The special colour in Brand Toolkit 1 is silver.

PMS CG 5 C 08 M 04 Y 10 K 28 R 203 G 205 B 201 Web Hex CBCDC9

White C 00 M 00 Y 00 K 00 R 255 G 255 B 255 Web Hex FFFFFF

PMS 186 C 00 M 100 Y 90 K 05 R 207 G 20 B 43 Web Hex CC0033

PMS CG 11 C 50 M 31 Y 26 K 76 R 77 G 79 B 83 Web Hex 4D4F53

Pantone 877

Core Colour The Core Colour (PMS Cool Grey 5) denes the overall tonality of the group. Highlight colours A light (White), mid-tone (PMS 186) and dark (PMS Cool Grey 11) have been dened as highlights to complement the core. Special colour To add sophistication and impact in applications, metallic silver (PMS 877) has been dened as the special colour.

Colour & Usage 2.3 Secondary Colour Palette

Secondary Colours

Toyota New Brand Visual Identity Guidelines

2012 Page 13

The Secondary Colour Palette has been carefully selected as a suite of supporting colours to introduce a sense of vibrancy, personality and emotional appeal to our visual identity system. The colours themselves have been selected so as to best compliment the Red (PMS 186) from the Primary Colour Palette. They will be assessed and reviewed over time for their relevance and frequency with which they are used, to ensure that the Brand retains a continued freshness and vibrancy in the marketplace.

PMS 151 C 00 M 50 Y 100 K 00 R 240 G 127 B 10 Web Hex FF7900

PMS 2593 C 50 M 100 Y 00 K 00 R 122 G 20 B 130 Web Hex 83389B

PMS CYAN C 100 M 00 Y 00 K 00 R 00 G 160 B 240 Web Hex 009DDB

PMS 354 C 100 M 00 Y 100 K 00 R 00 G 155 B 60 Web Hex 00AE42

PMS 661 C 100 M 75 Y 00 K 00 R 00 G 66 B 151 Web Hex 003592

PMS YELLOW C 05 M 00 Y 100 K 00 R 248 G 234 B 00 Web Hex FEE000

Colour & Usage Contents

1 Introd duction to Colour 1.1 The Four Colour Systems 1.2 2 PMS Colour Syst stem 1.3 .3 CMYK Colour System 1.4 RGB Colour Sy System 1.5 Web Hex Col olour System 2 The Colour Palet ette 2.1 Examples s of Colour Usage 2.2 Primary y Colour Palette 2.3 Seconda dary Colour Palette 3 Selecting He Hero ero r Product Colours 3.1 Introduction Introd duction 3.2 Selecting Colours Select ting Hero Product Co olou urs NG Yaris 3.3 Selecting Colours Select ting Hero Product Co olou urs MC Prius 3.4 Selecting Colours Select cting Hero Product Co olou urs MC Avensis 4 Gradients 4.1 Introd duction 4.2 The Gr radient Shape 4.3 Gradien nts Red 4.4 Gradien nts Orange 4.5 Gradien nts t Purple 4.6 Gradient ts Cyan 4.7 Gradients ts Green 4.8 Gradients Navy 4.9 Gradients Yellow 4.10 Gradients Cool Grey 5 4.1 .11 Gradients Cool Grey 11 5 Grad dients and Cars 5.1 Positioning and Sty tyle 5.2 Examples of Cars an nd Gradients 5.3 Gra radient Donts 6 Colour and Brand 6.1 Tag and Endline 6.2 Content Band 6.3 Col olou our r in Typograph hy Ov Over ervi v ew Primary 6.4 4 Colour in Typography Overview w Secondary 6.5 Using Colour in Headlines 6.6 Using Colour to Highlight

Toyota New Brand Visual Identity Guidelines

2012

Colour & Usage 3.1 Introduction Hero Colours are intended to drive impact and consistency through the pre-launch and launch phases of each model launch. The colours will also provide some accents for location photography in longer-lead items like showroom POS and brochures. Over the next pages we cover the process involved in selecting the Hero Colours for some recent campaigns.

Toyota New Brand Visual Identity Guidelines

2012 Page 15

Colour & Usage 3.2 Selecting Hero Product Colours NG Yaris

1. Model Positioning Model positioning: Outsmart Life Customer Prole: Young men and women (25-35) always looking forward to get more out of life between work, social life and leisure. 2. Launch Car Colour 3. Studio Photography

Toyota New Brand Visual Identity Guidelines

2012 Page 16

The Product Hero Colour is based on a combination of Customer Proling, Model Positioning and the Launch Car Colour. A series of steps are taken to formulate the optimum Hero Colour to compliment the Launch Car Colour and communicate the Model Positioning.

Customer Proling and Model Positioning strategy is developed

TME to select Launch Car Colour

Product is photographed using the Photographic Guidelines

4. Colour Selection

5. Testing new VI colour

6. Final Hero Colour

A complementary colour is selected from the palette that works with the Launch Car Colour

A selection of dierent colours are tested with the Launch Car Colour

The nal result is the recommended studio photographic style with complementary colour background

Colour & Usage 3.3 Selecting Hero Product Colours MC Prius

1. Model Positioning Model positioning: Get your energy back with Hybrid Customer Prole: People in their mid or late 30s living in and around the city with their young family. They want to avoid wasting time and energy during the daily commute. 2. Launch Car Colour 3. Studio Photography

Toyota New Brand Visual Identity Guidelines

2012 Page 17

The Product Hero Colour is based on a combination of Customer Proling, Model Positioning and the Launch Car Colour. A series of steps are taken to formulate the optimum Hero Colour to compliment the Launch Car Colour and communicate the Model Positioning.

* please note the strategy is under development

Customer Proling and Model Positioning strategy is developed

TME to select Launch Car Colour

Product is photographed using the Photographic Guidelines

4. Colour Selection

5. Testing new VI colour

6. Final Hero Colour

A complementary colour is selected from the palette that works with the Launch Car Colour

A selection of dierent colours are tested with the Launch Car Colour

The nal result is the recommended studio photographic style with complementary colour background

Colour & Usage 3.4 Selecting Hero Product Colours MC Avensis

1. Model Positioning Model positioning: Perfectly Balanced (get style with substance) Customer Prole: Men, aged 35-49 with kids and high income, who pride themselves on being in the know 2. Launch Car Colour 3. Studio Photography

Toyota New Brand Visual Identity Guidelines

2012 Page 18

The Product Hero Colour is based on a combination of Customer Proling, Model Positioning and the Launch Car Colour. A series of steps are taken to formulate the optimum Hero Colour to compliment the Launch Car Colour and communicate the Model Positioning.

Customer Proling and Model Positioning strategy is developed

TME to select Launch Car Colour

Product is photographed using the Photographic Guidelines

4. Colour Selection

5. Testing new VI colour

6. Final Hero Colour

A complementary colour is selected from the palette that works with the Launch Car Colour

A selection of dierent colours are tested with the Launch Car Colour

The nal result is the recommended studio photographic style with complementary colour background

Colour & Usage Contents

1 Introd duction to Colour 1.1 The Four Colour Systems 1.2 2 PMS Colour Syst stem 1.3 .3 CMYK Colour System 1.4 RGB Colour Sy System 1.5 Web Hex Col olour System 2 The Colour Palet ette 2.1 Examples s of Colour Usage 2.2 Primary y Colour Palette 2.3 Seconda dary Colour Palette 3 Selecting He ero r Product Colours 3.1 Introd duction 3.2 Select ting Hero Product Co olou urs NG Yaris 3.3 Select ting Hero Product Co olou urs MC Prius 3.4 Select cting Hero Product Co olou urs MC Avensis 4 Gradients 4.1 Introduction Introd duction 4.2 The Gr Gradient radient Shape 4.3 Gradien Gradients nts Red 4.4 Gradien Gradients nts Orange 4.5 Gradien Gradients nts t Purple 4.6 Gradient Gradients ts Cyan 4.7 Gradients ts Green 4.8 Gradients Navy 4.9 Gradients Yellow 4.10 4.10 Gradients Cool Grey 5 4.11 Cool 4.1 .11 Gradients C ool Grey 11 5 Grad dients and Cars 5.1 Positioning and Sty tyle 5.2 Examples of Cars an nd Gradients 5.3 Gra radient Donts 6 Colour and Brand 6.1 Tag and Endline 6.2 Content Band 6.3 Col olou our r in Typograph hy Ov Over ervi v ew Primary 6.4 4 Colour in Typography Overview w Secondary 6.5 Using Colour in Headlines 6.6 Using Colour to Highlight

Toyota New Brand Visual Identity Guidelines

2012

Colour & Usage 4.1 Introduction A set of gradients have been developed to add greater depth and boldness to campaign and product photography. To complement the brighter Secondary gradients, the Primary Colour Palette can also be used as a set of gradients. Product groups are no longer in use and therefore the previous colour gradients are not applicable.

Toyota New Brand Visual Identity Guidelines

2012 Page 20

Colour & Usage 4.2 The Gradient Shape

The Gradient Structure

Toyota New Brand Visual Identity Guidelines

2012 Page 21

This diagram explains the structure of the gradients. The gradient has been designed to work primarily as a studio background using a radial system. The gradient must never be adjusted from these proportions. The gradient should always start with the darkest colour on the outside and the lightest in the middle. The gradient should always be 75% the chosen Secondary Colour with the lighter and darker tones creating the depth.

Light tone 15%

Main colour 70%

Darker tone 15%

Colour & Usage 4.3 Gradients Red

The Gradient Structure

Toyota New Brand Visual Identity Guidelines

2012 Page 22

PMS 186 50% C 00 M 50 Y 00 K 00 R 240 G 130 B 100

PMS 186 C 00 M 100 Y 90 K 00 R 210 G 00 B 30

PMS 484 C 00 M 100 Y 90 K 50 R 115 G 00 B 13

Colour & Usage 4.4 Gradients Orange

The Gradient Structure

Toyota New Brand Visual Identity Guidelines

2012 Page 23

PMS 135 C 00 M 20 Y 75 K 00 R 253 G 194 B 66

PMS 151 C 00 M 50 Y 100 K 00 R 240 G 127 B 10

PMS 485 C 00 M 90 Y 100 K 00 R 277 G 39 B 25

Colour & Usage 4.5 Gradients Purple

The Gradient Structure

Toyota New Brand Visual Identity Guidelines

2012 Page 24

PMS 240 C 25 M 100 Y 00 K 00 R 168 G 00 B 124

PMS 2593 C 50 M 100 Y 00 K 00 R 122 G 20 B 130

PMS 2623 C 50 M 100 Y 00 K 50 R 66 G 00 B 66

Colour & Usage 4.6 Gradients Cyan

The Gradient Structure

Toyota New Brand Visual Identity Guidelines

2012 Page 25

PMS 297 C 50 M 00 Y 00 K 00 R 110 G 160 B 215

PMS CYAN C 100 M 00 Y 00 K 00 R 00 G 160 B 240

PMS 7461 C 100 M 50 Y 00 K 00 R 00 G 95 B 175

Colour & Usage 4.7 Gradients Green

The Gradient Structure

Toyota New Brand Visual Identity Guidelines

2012 Page 26

PMS 368 C 50 M 00 Y 100 K 00 R 128 G 189 B 38

PMS 354 C 100 M 00 Y 100 K 00 R 00 G 155 B 60

PMS 357 C 85 M 40 Y 90 K 40 R 30 G 70 B 35

Colour & Usage 4.8 Gradients Navy

The Gradient Structure

Toyota New Brand Visual Identity Guidelines

2012 Page 27

PMS CYAN C 100 M 00 Y 00 K 00 R 00 G 160 B 240

PMS 661 C 100 M 75 Y 00 K 00 R 00 G 66 B 151

PMS 274 C 100 M 100 Y 00 K 50 R 15 G 5 B 70

Colour & Usage 4.9 Gradients Yellow

The Gradient Structure

Toyota New Brand Visual Identity Guidelines

2012 Page 28

PMS 602 C 00 M 00 Y 50 K 00 R 255 G 245 B 130

PMS YELLOW C 05 M 00 Y 100 K 00 R 248 G 234 B 00

PMS 142 C 17 M 31 Y 100 K 00 R 214 G 171 B 41

Colour & Usage 4.10 Gradients Cool Grey 5

The Gradient Structure

Toyota New Brand Visual Identity Guidelines

2012 Page 29

PMS Cool Grey 1 C 00 M 00 Y 00 K 05 R 235 G 235 B 235

PMS Cool Grey 5 C 08 M 04 Y 10 K 28 R 203 G 205 B 201

PMS Cool Grey 11 C 78 M 60 Y 51 K 55 R 30 G 42 B 50

Colour & Usage 4.11 Gradients Cool Grey 11

The Gradient Structure

Toyota New Brand Visual Identity Guidelines

2012 Page 30

PMS Cool Grey 5 C 08 M 04 Y 10 K 28 R 203 G 205 B 201

PMS Cool Grey 8 C 00 M 00 Y 00 K 43 R 144 G 144 B 148

PMS Cool Grey 11 C 78 M 60 Y 51 K 55 R 30 G 42 B 50

Colour & Usage Contents

1 Introd duction to Colour 1.1 The Four Colour Systems 1.2 2 PMS Colour Syst stem 1.3 .3 CMYK Colour System 1.4 RGB Colour Sy System 1.5 Web Hex Col olour System 2 The Colour Palet ette 2.1 Examples s of Colour Usage 2.2 Primary y Colour Palette 2.3 Seconda dary Colour Palette 3 Selecting He ero r Product Colours 3.1 Introd duction 3.2 Select ting Hero Product Co olou urs NG Yaris 3.3 Select ting Hero Product Co olou urs MC Prius 3.4 Select cting Hero Product Co olou urs MC Avensis 4 Gradients 4.1 Introd duction 4.2 The Gr radient Shape 4.3 Gradien nts Red 4.4 Gradien nts Orange 4.5 Gradien nts t Purple 4.6 Gradient ts Cyan 4.7 Gradients ts Green 4.8 Gradients Navy 4.9 Gradients Yellow 4.10 Gradients Cool Grey 5 4.1 .11 Gradients Cool Grey 11 5 Grad Gradients dients and Cars 5.1 Positioning and Sty Style tyle 5.2 E Examples and xamples of Cars an nd Gradients 5.3 G Gradient radient Donts ra 6 Colour and Brand 6.1 Tag and Endline 6.2 Content Band 6.3 Col olou our r in Typograph hy Ov Over ervi v ew Primary 6.4 4 Colour in Typography Overview w Secondary 6.5 Using Colour in Headlines 6.6 Using Colour to Highlight

Toyota New Brand Visual Identity Guidelines

2012

Colour & Usage 5.1 Positioning and Style

Example of car and gradient

Toyota New Brand Visual Identity Guidelines

2012 Page 32

When creating a studio background image using a car and your chosen gradient, the car should sit centred upon the gradient. The lighter colour will create a halo eect around the car, the darker tone framing the edge.

Colour & Usage 5.2 Examples of Cars and Gradients

Toyota New Brand Visual Identity Guidelines

2012 Page 33

Colour & Usage 5.3 Gradient Donts

Toyota New Brand Visual Identity Guidelines

2012 Page 34

It is vital that the Framework be used correctly and consistently across all communications. 1 Do not mix colours, the gradient should be made up of the colour combinations supplied. 2 The gradient should not be inverted, the darkest colour should be on the outer edge of the gradient. 3 The colour of the gradient should complement the colour of the car. Although artistic license should be used, obvious colour clashes should be avoided. For example red and green do not go together. 4 The angle of the gradient must be radial. Please avoid diagonal gradients. 5 The gradient must be as per the proportions supplied and illustrated in the guidelines. As this example shows, the darker colour is dominating the gradient, the lighter colour is crushed in the middle. 6 The highlight of the gradient must be centred and behind the car. 7 The gradient must only be made of three colours, which must also be the tones associated with the Secondary colour.

Colour & Usage Contents

1 Introd duction to Colour 1.1 The Four Colour Systems 1.2 2 PMS Colour Syst stem 1.3 .3 CMYK Colour System 1.4 RGB Colour Sy System 1.5 Web Hex Col olour System 2 The Colour Palet ette 2.1 Examples s of Colour Usage 2.2 Primary y Colour Palette 2.3 Seconda dary Colour Palette 3 Selecting He ero r Product Colours 3.1 Introd duction 3.2 Select ting Hero Product Co olou urs NG Yaris 3.3 Select ting Hero Product Co olou urs MC Prius 3.4 Select cting Hero Product Co olou urs MC Avensis 4 Gradients 4.1 Introd duction 4.2 The Gr radient Shape 4.3 Gradien nts Red 4.4 Gradien nts Orange 4.5 Gradien nts t Purple 4.6 Gradient ts Cyan 4.7 Gradients ts Green 4.8 Gradients Navy 4.9 Gradients Yellow 4.10 Gradients Cool Grey 5 4.1 .11 Gradients Cool Grey 11 5 Grad dients and Cars 5.1 Positioning and Sty tyle 5.2 Examples of Cars an nd Gradients 5.3 Gra radient Donts 6 Colour and Brand 6.1 Tag and Endline 6.2 Content Band 6.3 Colour in Typography Overview Primary 6.4 Colour in Typography Overview Secondary 6.5 Using Colour in Headlines 6.6 Using Colour to Highlight

Toyota New Brand Visual Identity Guidelines

2012

Colour & Usage 6.1 Tag and Endline

Toyota New Brand Visual Identity Guidelines

2012 Page 36

Colour can be used in the Brand Tag Endline. The Hero Colour is used to highlight the keyword. This is recommended when in an application using a Hero Colour in the creative execution. This creates a greater connection between the creative and the Brand Tag. This is also an option in circumstances where the Hero Colour may conict with the use of PMS 186. For more information on the Brand Tag and Endline please consult the following document. 3_Brand_Signature_and_Endline

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The all new Aygo, with built-in sat nav.
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Outsmart Life
when ordered this summer

The all new Yaris, Where the smart moneys at.

The new Prius with Hybrid Synergy Drive Get your energy back
The clever new Prius HSD captures energy created while driving and recycles it to be used by the electric motor. Discover more at toyota-europe.com/priushsd

Model shown Yaris Edition 1.33 VVT-i 3dr 12,995 including 1,500 customer saving and 730 dealer contribution. *199 rental shownis for Personal Lease over 36 months on new retail orders of model shown between 27 July and 30 September 2011 and registered and leased through Toyota Financial Services, Great Burgh, Burgh Heath, Epsom, Surrey KT18 5UZ by 31 December 2011. Initial rental of 3,109.24 followed by 35 monthly rentals of 199 and nal rental of 4,605.30 all gures inclusive of VAT. If you choose personal lease then you will not own the car. When you have paid the nal rental you can continue to use the car by paying an annual rental of 155.94 including VAT until disposal. Same monthly payments available with ownership on AccessToyota (PCP) Finance subject to status to over 18s only. Indemnities may be required. Terms and Conditions apply. 6 months free fuel equivalent to 645.36 which will be loaded onto a pre paid Visa card. Based on 47.9 mpg (ocial combined fuel consumption gure for Yaris 1.33 ) over an average of 5000 miles (Source: Parkers Guide - www. parkers.co.uk). Fuel cost based on UK average unleaded 95 Octane Petrol of 136p per litre as per www.petrolprices.com on Thursday 26th May 2011. 5 year/100,000 mile manufacturer warranty subject to terms and conditions.

Ocial Fuel Consumption Figures in mpg (1/100km): Yaris Edition 1.33 VVT-i 3 door manual : Urban 39.2 (7.2), Extra Urban 55.4 (5.1), Combined 47.9 (5.9). CO Emissions 136g/km.

Colour & Usage 6.2 Content Band

Toyota New Brand Visual Identity Guidelines

2012 Page 37

The Content Band is an optional element of the Framework. The purpose of this band is to highlight key content and help keep the main image area simple and clean for maximum impact. The Content Band should only be used in conjunction with the Plinth and can be used for badges, icons, logos, oers or product anything that may require further standout. The Content Band should only appear in Product Hero Colour.

The all new Aygo, with built-in sat nav.

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Outsmart Life
when ordered this summer

The all new Yaris, where the smart moneys at.

Model shown Yaris Edition 1.33 VVT-i 3dr 12,995 including 1,500 customer saving and 730 dealer contribution. *199 rental shownis for Personal Lease over 36 months on new retail orders of model shown between 27 July and 30 September 2011 and registered and leased through Toyota Financial Services, Great Burgh, Burgh Heath, Epsom, Surrey KT18 5UZ by 31 December 2011. Initial rental of 3,109.24 followed by 35 monthly rentals of 199 and nal rental of 4,605.30 all gures inclusive of VAT. If you choose personal lease then you will not own the car. When you have paid the nal rental you can continue to use the car by paying an annual rental of 155.94 including VAT until disposal. Same monthly payments available with ownership on AccessToyota (PCP) Finance subject to status to over 18s only. Indemnities may be required. Terms and Conditions apply. 6 months free fuel equivalent to 645.36 which will be loaded onto a pre paid Visa card. Based on 47.9 mpg (ocial combined fuel consumption gure for Yaris 1.33 ) over an average of 5000 miles (Source: Parkers Guide - www.parkers.co.uk).

Model shown Yaris Edition 1.33 VVT-i 3dr 12,995 including 1,500 customer saving and 730 dealer contribution. *199 rental shownis for Personal Lease over 36 months on new retail orders of model shown between 27 July and 30 September 2011 and registered and leased through Toyota Financial Services, Great Burgh, Burgh Heath, Epsom, Surrey KT18 5UZ by 31 December 2011. Initial rental of 3,109.24 followed by 35 monthly rentals of 199 and nal rental of 4,605.30 all gures inclusive of VAT. If you choose personal lease then you will not own the car. When you have paid the nal rental you can continue to use the car by paying an annual rental of 155.94 including VAT until disposal. Same monthly payments available with ownership on AccessToyota (PCP) Finance subject to status to over 18s only. Indemnities may be required. Terms and Conditions apply. 6 months free fuel equivalent to 645.36 which will be loaded onto a pre paid Visa card. Based on 47.9 mpg (ocial combined fuel consumption gure for Yaris 1.33 ) over an average of 5000 miles (Source: Parkers Guide - www.parkers.co.uk).

Ocial Fuel Consumption Figures in mpg (1/100km): Yaris Edition 1.33 VVT-i 3 door manual : Urban 39.2 (7.2), Extra Urban 55.4 (5.1), Combined 47.9 (5.9). CO2 Emissions 136g/km.

Ocial Fuel Consumption Figures in mpg (1/100km): Yaris Edition 1.33 VVT-i 3 door manual : Urban 39.2 (7.2), Extra Urban 55.4 (5.1), Combined 47.9 (5.9). CO2 Emissions 136g/km.

Colour & Usage 6.3 Colour in Typography Overview Primary

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Toyota New Brand Visual Identity Guidelines

2012 Page 38

When using the Primary Colour Palette, the priority is always maximum legibility. Here all the colour combinations from the Primary Colour Palette are shown with recommendations for which colours do and dont work together.

Red

PMS CG 5

PMS CG 11

White

Colour & Usage 6.4 Colour in Typography Overview Secondary

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Toyota New Brand Visual Identity Guidelines

2012 Page 39

When using the Secondary Colour Palette the priority is always maximum legibility. Here all the colour combinations from the Secondary Colour Palette are shown with recommendations for which colours do and dont work together.

Orange

Purple

Cyan

Green

Navy

Yellow

Colour & Usage 6.5 Using Colour in Headlines

Colour Studio Background White Studio Background Location Photography

Toyota New Brand Visual Identity Guidelines

2012 Page 40

On the left are a series of examples showing how headline text works in dierent colours on both dark and light backgrounds. White and the Hero Colours are the preferred colours for headlines. The core colour (PMS Cool Grey 5) and dark highlight colour (PMS Cool Grey 11) can also be used. There is more exibility for exploring subtle colour combinations in headline and introductory copy when the typeface is used at large sizes.

Outsmart Life

On the spot happiness

The all new Yaris, where the smart moneys at.
Discover more at toyota-europe.com/yaris

The new Auris with Hybrid Synergy Drive Get your energy back
The clever new Auris HSD captures energy created while driving and recycles it to be used by the electric motor. Discover more at toyota-europe.com/aurishsd

The all new Aygo, with built-in sat nav.

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t Life
White copy works well on darker backgrounds

Hero Colours work well on white backgrounds

the spot ppiness

On location photography the copy colour must give stand out

Colour & Usage 6.6 Using Colour to Highlight

Toyota New Brand Visual Identity Guidelines

2012 Page 41

The all new Yaris, with built-in sat nav.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi id tellus arcu. Aenean molestie sapien tincidunt magna dignissim mollis. Donec lacus lorem, bibendum White copy works well on dark backgrounds. Hero Colours can be used to highlight key words, PMS 186 is used here as a highlighter

The all new Aygo, with built-in sat nav.

www.toyota-europe.com/aygo The majority of colours work well on light backgrounds. Hero Colours can be used to highlight key words, Orange is used here as a highlighter

On the left are a series of examples showing how text works in dierent colours on both dark and light backgrounds. The core colour (PMS Cool Grey 5), dark highlight colour (PMS Cool Grey 11), and white are the preferred colours for copy. Hero Colours can be used to highlight single words or phrases within the copy. For smaller sizes in body copy and captions, legibility is key therefore either the darkest or lightest colours in the palette should be used. If necessary, black can be used. Within blocks of copy, small amounts of text can be highlighted with colours from the palette as shown.

The clever new Prius HSD captures energy created while driving and recycles it to be used by the electric motor. Discover more at toyota-europe.com/priushsd

The new Prius with Hybrid Synergy Drive Get your energy back

White copy works well on coloured content bands. PMS Cool Grey 11 is used here as a text highlighter

The majority of colours work well on light backgrounds. Hero Colours can be used to highlight key words, Cyan is used here as a highlighter

For more information, please contact Creative, Media & Production Mgmt Team Stephane.Rydlewski@toyota-europe.com