BMW BUILDING SIGNAGE

WITH LONG-DISTANCE IMPACT.

CI STANDARDS ON SIGNAGE WITH LONG-DISTANCE IMPACT
AT BMW DEALERSHIP BUILDINGS AND SUBSIDIARIES.

Corporate and Brand Identity BMW Group

October 2016
 WHAT YOU WILL LEARN.

At a glance. 3

Building signage with long-distance impact. 4

Characteristics of the BMW symbol. Comparison to the competition. 5
Optimal impact of the BMW symbol. 6
Overview of the forms of application of the BMW brand modules. 7
BMW brand modules for building signage with long-distance impact. 8
Size ratios of the BMW brand panel. 9
Recommended minimum building heights. 10
Viewing distance principle and guideline values for visual ranges. 11
Viewing distances. Examples. 12
Joint pattern and segmentation of the brand panels. 13
Position of the brand panel on the building. 14
Principles of application for signage with long-distance impact.  15
Examples of application. 17
Special application: Vertical upright brand panel. 18
Special application. Combination of BMW and MINI. 20

Contact partners. 21

BMW Brand Identity | Building signage with long-distance impact at BMW dealership buildings and subsidiaries | What you will learn Version 2.0 | October 2016 | Page 2
 AT A GLANCE.

1 The BMW symbol on the building.

The BMW symbol is complex and requires the defined white protective space to
ensure it is optimally seen on facades.

2 Application of building signage with long-distance impact.

The building signage with long-distance impact can only be used from a minimum
height of 9 metres (corresponds to 3rd floor of a building) as large logos also re-
quire a minimum viewing distance to achieve optimal impact. Always positioning
signage on the top floors with good visibility from the main roads is recommended
to achieve the maximum long-distance impact.

3 BMW building signage with long-distance impact as an added element.

The use of the Standard Outdoor Communication System (OCS) is always manda-
tory. In addition to the standard OCS, the BMW building signage with long-dis-
tance impact can be used as defined below. It should be ensured that the facade
band and signage with long-distance impact are at the greatest possible distance
from one another.

4 Brand panel.
A BMW brand panel is produced for building signage with long-distance impact.
This consists of the BMW brand module and a white supplementary panel. A range
of variants can be produced within the definition depending upon the building.

BMW Brand Identity | Building signage with long-distance impact at BMW dealership buildings and subsidiaries | At a glance Version 2.0 | October 2016 | Page 3
BUILDING SIGNAGE WITH LONG-
DISTANCE IMPACT.

Version 2.0 | October 2016 | Page 4

Building signage
with long-distance
CHARACTERISTICS OF THE BMW SYMBOL.
impact COMPARISON TO THE COMPETITION.

The BMW symbol has a complex Comparison of symbols

structure in comparison to other
well-known symbols owing to the
brand history. It must therefore
be treated separately to ensure its
optimal impact.

BMW symbol on a light, uni- BMW symbol on a dark,

form background varied background

The BMW symbol The symbols of Mercedes-Benz, Audi and Apple

  – is multi-coloured but dominated by dark colours,  
  – c ontains typeface,  
  – is graphically composed of several different individual parts (black edge, light, narrow  
separating elements, Corona, typeface),
  – loses its recognisability and character at high levels of abstraction (silhouette)  
– a re designed in monochrome (white or silver colours),
– d o not contain any typeface,
– a re graphically composed of several equal individual parts (Mercedes, Audi) or a
maximum of two different individual parts (Apple),
– a re easily recognised despite high degree of abstraction (silhouettes) ihren

and therefore and can be depicted

  – cannot be depicted as f ree-standing,   – w

 ell free-standing,
  – c annot be abstracted,   – can be a bstracted,
  – is p
 oor on dark and varied backgrounds.   – can be depictedvery well on dark and varied backgrounds.

BMW Brand Identity | Building signage with long-distance impact at BMW dealership buildings and subsidiaries | Building signage with long-distance impact Version 2.0 | October 2016 | Page 5
Building signage
with long-distance
OPTIMAL IMPACT OF THE BMW SYMBOL.
impact

The optimal impact of the BMW Minimum protective space for the symbol Do
symbol in the building signage with
long-distance impact is ensured
by always placing it within a white
protective space. This basic princi-
ple applies to all applications on
buildings.

52.5 %
100 %
The BMW symbol is ideally used with a white protective space to ensure rapid
recognisability through its presence.

Don’t

The BMW symbol recedes into the background owing to primarily dark
and varied colours.

BMW Brand Identity | Building signage with long-distance impact at BMW dealership buildings and subsidiaries | Building signage with long-distance impact Version 2.0 | October 2016 | Page 6
Building signage
with long-distance
OVERVIEW OF THE FORMS OF APPLICATION
impact OF THE BMW BRAND MODULES.

The sizes M8 to M12 are available Overview of application on entrance pylons (always mandatory) Measurements of BMW brand modules
as a module as standard. These P1:
sizes are generally used for sign- Brand module: W 800 x H 600 mm
age with long-distance impact on P1 Symbol: D 450 mm
BMW buildings. P2 P3 P4
P5 P2 / M2:
The brand modules M8 to M12 P6 Brand module: W 1,000 x H 750 mm
are available from BV-430 (order
Symbol: D 563 mm
and supplier management)
as finished modules with a back-
lit BMW symbol (and supplemen- Overview of application in pylons for signage with long-distance impact (optional)
P3 / M3:
tary module). Brand module: W 1,200 x H 900 mm
Symbol: D 675 mm
Please note
The entrance pylon is optional
when using a pylon for signage P5 / P7 P4 / M4:
with long-distance impact. P6 / P8
Brand module: W 1,400 x H 1,050 mm
P9 / P10
Symbol: D 788 mm

P5 / P7:
Overview of application on the facade band (always mandatory) Brand module: W 1,800 x H 1,350 mm
Symbol: D 1,013 mm

M2 M3 P6 / P8 / M8:
M4
Brand module: W 2,400 x H 1,800 mm
Symbol: D 1,350 mm

Overview of application as building signage with long-distance impact (optional) P9 / P10 / M10:

Brand module: W 3,000 x H 2,250 mm
Symbol: D 1,688 mm

M12:
M8 Brand module: W 4,450 x H 3,300 mm
M10 Symbol: D 2,500 mm

M12

BMW Brand Identity | Building signage with long-distance impact at BMW dealership buildings and subsidiaries | Building signage with long-distance impact Version 2.0 | October 2016 | Page 7
Building signage
with long-distance
BMW BRAND MODULES FOR BUILDING SIGNAGE
impact WITH LONG-DISTANCE IMPACT.

The M8 and M10 modules are  Standard sizes M8, M10 and M12
available for BMW signage with
long-distance impact on buildings.

The brand modules M8, M10 and

M12 can be ordered through the
Order and Supplier Management
department as ready-made mod-
ules with backlit BMW symbol (and
extension module).

For application from M8, the build-

ing must have at least three floors.

Increasing the horizontal and / or

vertical viewing distance is recom-
mended for M10.

The M12 size can be used if there

is a particularly wide or long view
(e.g. motorway approach roads).

P6 / P8 / M8: P9 / P10 / M10: M12:

Brand module: Brand module: Brand module:
W 2,400 x H 1,800 mm W 3,000 x H 2,250 mm W 4,450 x H 3,300 mm
Symbol: Symbol: Symbol:
D 1,350 mm D 1,688 mm D 2,500 mm

BMW Brand Identity | Building signage with long-distance impact at BMW dealership buildings and subsidiaries | Building signage with long-distance impact Version 2.0 | October 2016 | Page 8
Building signage
with long-distance
SIZE RATIOS OF THE BMW BRAND PANEL.
impact

The brand panel is M8 M10 M12

available in the following sizes:
2.400 mm 3.000 mm 4.450 mm
M8:
Brand module:
W 2,400 x H 1,800 mm 800 mm 1.000 mm
Symbol: D 1,350 mm 100 mm 1.467 mm
125 mm
Spacing: 100 mm
Extension module: H 800 mm 183 mm
1.800 mm
M10: 2.250 mm
Brand module:
W 3,000 x H 2,250 mm
3.300 mm
Symbol: D 1,688 mm
Spacing: 125 mm
Extension module: H 1,000 mm

M12:
Brand module:
W 4,450 x H 3,300 mm
Symbol: D 2,500 mm
Spacing: 183 mm
Extension module: H 1,467 mm Normal height of Minimum height of Maximum height of Don’t
extension module extension module extension module
The brand panel consists of the

0,3 x
brand module and an extension 8/18 x 1/3 x
module and can be used in addition 8/18 x 1/2 x

0,7 x
1/18 x 11/18 x 2/3 x
to classic OCS signage. Generally 1/18 x x
speaking, the height of the extension 1/18 x
module including spacing is equal to
x

x
half the height of the brand module, x
but existing building edges should be
x

x
incorporated if possible. The corridor
between the minimum and maximum
height of the extension module has to
x
be taken into consideration.

The brand panels can be ordered

through the Order and Supplier
Management department.

BMW Brand Identity | Building signage with long-distance impact at BMW dealership buildings and subsidiaries | Building signage with long-distance impact Version 2.0 | October 2016 | Page 9
Building signage
with long-distance
RECOMMENDED MINIMUM BUILDING HEIGHTS.
impact

The minimum height of a building Schematic overview of recommended minimum heights with guideline values for the visual range*:
of 9 m applies as a requirement for
signage with long-distance Recommended building height ≥ 30 m
impact.

The larger the BMW brand panel

with the symbol, the higher the
building should be to achieve the
desired long-distance impact and
to minimise the blocking of the
view by obstacles.

Several external factors have a major

impact on the visibility: Weather,
clear line of sight, time of year and
individual visual faculty.

With regard to the object to be recog-

nised, colours and contrasts are also Recommended building height ≥ 15 m
key factors in addition to the degree
of familiarity and size in relation to
the viewing distance. For these rea-
sons the creation of the white protec-
tive space for the BMW symbol is Always required
extremely important. minimum building height ≥ 9 m

The BMW symbol has high recognis-

ability value which has a positive
impact in relation to perception and
visual range.

Recommended minimum heights and

recommended guideline values for
visual ranges*:
–M 8: approx. 9 m height,
–M 10: approx. 15 m height,
–M 12: at least 30 m height. M8 M10 M12
BMW symbol BMW symbol BMW symbol
D 1,350 mm D 1,688 mm D 2,500 mm

*To ensure the optimum impact and best possible selection of building signage elements and positioning, all influencing factors must always be evaluated on site.

BMW Brand Identity | Building signage with long-distance impact at BMW dealership buildings and subsidiaries | Building signage with long-distance impact Version 2.0 | October 2016 | Page 10
Building signage
with long-distance
VIEWING DISTANCE PRINCIPLE
impact AND GUIDELINE VALUES FOR VISUAL RANGES.

The minimum viewing distance to Schematic overview

the BMW building signage with
long-distance impact is 30 times
the module height (30 x).
≤ 240 x
If this distance is never achieved, x
the use of the BMW building sign-
age with long-distance impact is x
neither effective nor permitted. ≥ 30
Guideline values on maximum visual range:
The building height recommenda- M8 ≤ approx. 400 m
tions also have to be taken into ac- M10 ≤ approx. 550 m
count. M12 ≤ approx. 800 m

The visual range can extend to

240 times the module height. This
guideline value depends upon the
weather, topography of the sur-
rounding area and the individual
visual faculty of the human eye. Minimum viewing distance:
M8 ≥ approx. 50 m
M10 ≥ approx. 70 m
M12 ≥ approx. 100 m

BMW Brand Identity | Building signage with long-distance impact at BMW dealership buildings and subsidiaries | Building signage with long-distance impact Version 2.0 | October 2016 | Page 11
Building signage
with long-distance
VIEWING DISTANCES.
impact EXAMPLES.

To ensure the BMW brand panel Recommendation on the use of the BMW signage with long-distance impact depending upon the viewing distances*:
achieves the ideal effect as signage
with long-distance impact, the pro-
ject-specific viewing distances
(at least 30 x) have to be taken 1
into account. The full effect of large
signage must be perceptible in or-
der to achieve effective impact. ≥ 30 x

Large avenues, crossroads and

long stretches with open lines of
sight in general are particularly well
suited to the long-distance impact x
≥ 30
of the BMW brand panel.

As soon as the observer gets close

to the building (less than 30 x mini-
mum distance), the signage with 2
long-distance impact can no long-
er be seen as it lies outside of the
field of vision. The facade band, 1 An appropriate viewing distance should be ensured when approaching the building for optional signage with long-distance impact.
the use of which is mandatory, is 2 In contrast, the facade band, the use of which is mandatory, is very well suited to ensuring perception from short distances.
ideally suited to this level of per-
ception (in restricted lines of sight
or narrow streets).

The application of signage with

long-distance impact should be
avoided in restricted situations
or narrow streets without the
possibility of an appropriate
viewing distance.

*To ensure the optimal impact and best possible selection of building signage elements and positioning, all influencing factors must always be evaluated on site.

BMW Brand Identity | Building signage with long-distance impact at BMW dealership buildings and subsidiaries | Building signage with long-distance impact Version 2.0 | October 2016 | Page 12
 x

x
Building signage
JOINT PATTERN AND SEGMENTATION OF THE BRAND PANELS.
y min. 1,8 y / max. 3,6 y
y

with long-distance

min. 2 x
impact
x
y

x
x

y min. 1,8 y / max. 3,6 y

min. 1,8 y / max. 3,6 y y

In view of the necessary produc- M8 joint pattern

0,5 x
tion-related segmentation of the

min. 2 x
x
brand panel and the size of the

x
symbols, adhering to the viewing

x
distances and / or recommended
minimum building heights is Vertically
suspended
strongly recommended.
(shadow gap 50 mm) y min. 1,8 y / max. 3,6 y
x
There is a clear shadow gap
between the brand module and
Vertically
supplementary module. Owing

min. 2 x
upright
to the size of the brand modules (shadow gap 50 mm)
min. 1,8 y / max. 3,6 y y

and panels, there is a joint pattern

due to production which differs

0,5 x
depending upon the size selected. M10 joint pattern

Further necessary structural joints

in the brand panel are optically
x

discreet compared to the shadow

gap and appear as hairline joints
(≤ 2 mm). Any necessary dividing
x
or elongating joints (≤ 3 mm) are Vertically
as far away from the shadow gap suspended
and one another as possible. (shadow gap 60 mm)

When planning the distribution of Vertically

upright min. 1,8 y / max. 3,6 y y
joints / segmentation it should be
(shadow gap 60 mm)
ensured that the joints are as far
away from one another as possible,
0,5 x

at an equal distance and produce M12 joint pattern

a balanced joint pattern.
x

BMW Brand Identity | Building signage with long-distance impact at BMW dealership buildings and subsidiaries | Building signage with long-distance impact Version 2.0 | October 2016 | Page 13
Building signage
with long-distance
POSITION OF THE BRAND PANEL ON THE BUILDING.
impact

The brand panel can be posi- Possible positions of the vertically suspended brand panel
tioned in various places on the 0.5 y (half module width)
building – depending upon the
building symmetry and line of
sight. External factors influenc-
ing the main visual axis, such as
adjacent buildings or trees / plants,
have to be taken into account when
positioning the brand panel to permitted
positioning
ensure the optimal effect of build- areas
ing signage with long-distance
impact. The minimum distances
of the half module height (0.5 x) not permit-
or a half module width (0.5 y) must ted
positioning
be adhered to. areas
Recommended value if the main visual axis is on the Example positioning of the brand panel on the left-hand Example positioning of the brand panel on the right-hand
side view of the building.* edge of the building (main visual axis).* edge of the building (main visual axis).*

*The brand panel can be positioned on the right or left of the building.

BMW Brand Identity | Building signage with long-distance impact at BMW dealership buildings and subsidiaries | Building signage with long-distance impact Version 2.0 | October 2016 | Page 14
Building signage
with long-distance
PRINCIPLES OF APPLICATION FOR SIGNAGE
impact WITH LONG-DISTANCE IMPACT:
BMW ARCHITECTURE. VERTICALLY SUSPENDED BRAND PANEL.
Positions of the vertically suspended brand panel

Recommended signage on the main visual axis (greatest possible distance from brand panel and OCS). Recommended signage on the main visual axis
(vertical brand panel adapted to the building symmetry).

Recommended signage on the main visual axis (greatest possible distance from brand panel and OCS). Recommended signage on the main visual axis
(vertical brand panel adapted to minimum distance).

BMW Brand Identity | Building signage with long-distance impact at BMW dealership buildings and subsidiaries | Building signage with long-distance impact Version 2.0 | October 2016 | Page 15
Building signage
with long-distance
PRINCIPLES OF APPLICATION FOR SIGNAGE
impact WITH LONG-DISTANCE IMPACT:
VERTICALLY SUSPENDED BRAND PANEL.
An asymmetrical arrangement Illustrative examples: Vertically suspended brand panel – module size M10
should always be aimed at when min. Don’ts
positioning the brand panel on 0,5 y
the building. Prominent building
lines, such as slab edges, glass
facades or facade grids, should be
embraced and taken into account.
min.
The brand panel is always attached 0,5 x
to a horizontal architectural edge.

The minimum spacing of the brand

panel from the side of the building
is at least half a module width.

Vertically suspended brand panel

min.
0,5 y
The brand panel cannot be positioned on the edge of the building.
min.
0,5 x

BMW Brand Identity | Building signage with long-distance impact at BMW dealership buildings and subsidiaries | Building signage with long-distance impact Version 2.0 | October 2016 | Page 16
Building signage
with long-distance
EXAMPLES OF APPLICATION.
impact

As before the module and symbol

sizes M8, M10 and now M12 are
available for large-format building
signage. These are used vertically
in the form of projecting panels on
the building.

The BMW symbol module is always

divided by a shadow gap to ensure
the greatest possible presence.
Symbols are back-lit.

The signage is ideally attached on

the primary visual axis to the main
road axes. Axially symmetrical
application should be avoided. The
greatest possible distance to the
traditional OCS facade band should
be ensured.

BMW Brand Identity | Building signage with long-distance impact at BMW dealership buildings and subsidiaries | Building signage with long-distance impact Version 2.0 | October 2016 | Page 17
Building signage
with long-distance
SPECIAL APPLICATION.
impact VERTICAL UPRIGHT BRAND PANEL.

The upright vertical brand panel Illustrative examples: Vertical upright brand panel
is always assembled directly on the Don’ts
building or on a support wall and is y

50 mm
never free-standing because it is

min.
y y

60 mm
not a pylon substitute.

min.
x

50 mm
x
A possible special application for
x

x
min. 7,250 mm

60 mm
this signage is glass pane architec-

min. 6,810 mm
min. 5,400 mm

min. 3 x (M8) / max. 4 x
ture (buildings from 9 m in height)

min. 2 x (M10) / max. 3 x
y min. 1,8 y / max. 3,6 y

min. 4,500 mm
with many glazed areas.

min. 2 x
The upright vertical brand panel is
available in the sizes M8 or M10 The brand panel exceeds maximum height
and draws reference from horizon- (with M8: 4 x module height,
tal lines in the architecture whereby Minimum height M8 M8 Minimum height M10 M10 x with M10: 3 x module height).
axially symmetrical / centred
arrangements should be avoided.
50 mm

y
min.

y min. 1,8 y / max. 3,6 y

60 mm
min.
0,5 x
A shadow gap is created on the
50 mm

top edge of the vertical upright x

x
y

60 mm
brand panel which picks up on the

x
building symmetry and adapts to it
max. 9,050 mm

y min. 1,8 y / max. 3,6 y

max. 9,060 mm
(minimum height corresponds to
x

x
max. 7,200 mm

max. 6,750 mm
the shadow gap between the brand

min. 2 x
module and brand panel). y min. 1,8 y / max. 3,6 y

min. 2 x
x
The brand panel cannot be centred.

min. 1,8 y / max. 3,6 y y

Maximum height M8 Maximum height M10 x

0,5 x

min. 1,8 y / max. 3,6 y y

0,5 x x
x

BMW Brand Identity | Building signage with long-distance impact at BMW dealership buildings and subsidiaries | Building signage with long-distance impact Version 2.0 | October 2016 | Page 18
Building signage
with long-distance
SPECIAL APPLICATION.
impact VERTICAL UPRIGHT BRAND PANEL.

Examples of application: Vertical upright brand panel

BMW Brand Identity | Building signage with long-distance impact at BMW dealership buildings and subsidiaries | Building signage with long-distance impact Version 2.0 | October 2016 | Page 19
Building signage
with long-distance
SPECIAL APPLICATION.
impact COMBINATION OF BMW AND MINI.

For signage on combined BMW 1 2

and MINI subsidiaries, a clear
brand separation must be ensured.
The following priorities apply:

1 If possible, the MINI brand

module should be placed on a
black facade.
Name Handelsbetrieb NAME HANDELSBETRIEB
NAME HANDELSBETRIEB
Name Handelsbetrieb

2 If possible, the BMW and MINI

brand modules should be aligned
on different facades facing diffe-
3 Idealfall 1 und 2
rent directions.

3 If neither point 1 nor point 2 is

x Minimum space 2 x x
possible, a minimum space of two
brand module widths between the
modules must be maintained.
NAME HANDELSBETRIEB
Name Handelsbetrieb NAME HANDELSBETRIEB Name Handelsbetrieb

Don’t

NAME HANDELSBETRIEB
Name Handelsbetrieb

Different sizes may not be used for the brand modules on the same building.

BMW Brand Identity | Building signage with long-distance impact at BMW dealership buildings and subsidiaries | Building signage with long-distance impact Version 2.0 | October 2016 | Page 20
 CONTACT PARTNERS.

Identity Net Disclaimer

https://smp.bmw.com The visuals, headlines, key visuals, etc, shown in the examples
(within the network http://identity-net.muc) are provided solely to illustrate the applications and reflect the
current status of Brand Identity, Brand Design and communica-
CI Helpdesk tion at the time of creation.
E-mail: ci.helpdesk@bmwgroup.com For this reason, it is not possible to guarantee that all the exam-
ples of communication media shown are up to date.
Brand strategy,
BMW Group Corporate and Brand Identity
BM-1

BMW Group PLAZA

CI Gruppe on BMW Group PLAZA
(access for internal departments only)

BMW Brand Identity | Building signage with long-distance impact at BMW dealership buildings and subsidiaries | Contact partner Version 2.0 | October 2016 | Page 21
BECOME A BRAND
AMBASSADOR.

What defines the value of the BMW Group

and its brands?
How does brand management work?
Why are customer orientation and Brand Behaviour key
success factors?

The answers to these questions are provided by the

Brand and Customer Institute.

After all, powerful brands create values.

However, it is you that bring them to life.

For details, see

http://brand-and-customer-institute.bmwgroup.net
CONTROL INFORMATION.

BMW Group Document class: 8.1 Nr.: – –

Range of validity: BMW Group Version: 1.0

BMW BUILDING SIGNAGE WITH LONG-DISTANCE IMPACT. Status:

CI STANDARDS ON SIGNAGE WITH LONG-DISTANCE IMPACT Released, valid from: 01.10.2016
AT BMW DEALERSHIP BUILDINGS AND SUBSIDIARIES.
Total number of pages incl. this one: 23

Coordinated with (person, dept, circle): BM-1

Change history:

Version Content Written by, Checked by, Released by,

Dept. code, Dept. code, Dept. code,
Date Date Date

1.0 First publication: CI Standards on signage with long-distance K. Lauber, BM-1, E. Hujer, BM-1, J. H. Blickhäuser, BM-1,
impact at BMW dealership buildings and subsidiaries. 26.07.2016 29.09.2016 30.09.2016

Print-out for information only