Establishing Guide For

IKCO Dealers

IKCO Spare Parts & After Sales Service Department

 SILVER STYLE
IKCO Logo & Word Mark..............................................................4
Proporations of the IKCO Logo and Word Mark....................4
IKCO Colors for IKCO Logo..........................................................4
Dealership Plan..............................................................................5
Layout...............................................................................................5
Contents
Contents
Exterior Signage.............................................................................5
Supporting Symbol........................................................................5
Contents
Contents
Pylon Sign........................................................................................6
Flags..................................................................................................6
Facade...............................................................................................7
Fascia Signs......................................................................................7
Facility Signs....................................................................................7
Inscription of Dealer Names on Fascia Signs..........................7
Proportions of the Facade...........................................................8
Design of Exterior Facade............................................................8
Material, Color and Dimensions of Emblem...........................8
The Role of Direction Signs.......................................................10
Direction Signs..............................................................................10
Arrows.............................................................................................10
Building Layout............................................................................11
Design of the Showroom............................................................12
Architectural Elements................................................................12
Information Desk.........................................................................13
Interior Elements..........................................................................13
Shop................................................................................................13
Shopping Space Furniture.........................................................14
Display Stands .............................................................................14
Product Information Stand........................................................14
Color Displays................................................................................15
Relation between Administrative Office & Showroom......15
Children’s Playground ................................................................16
Coffee Shop...................................................................................16
Lavatory .........................................................................................17
Customers Administrative and Convenience Space ..........17
Customers’ Waiting Room.........................................................17
Instructions for Color Settings..................................................18
Color Setting out.........................................................................18
Exterior Walls................................................................................19
Color Setting out for the Repair Shop Interior Walls..........19
Flooring of the Repair Shop......................................................19
Design of the Workshop.............................................................19
Working Stations...........................................................................19
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Architectural Layout of the Workshop.................................20

Spare Parts Storage Room.......................................................20
Used Parts Storage Room........................................................20
Planning for Fire Control inside the Storage Room..........21
Technical Expert Room.............................................................21
Contents

Workshop Equipments..............................................................21
Contents

Body Maintenance......................................................................22
Safety in Dealership Offices....................................................22
Electrical Wiring..........................................................................22
Use of Computers.......................................................................22
Establishing Guide For
Design & Color of Uniforms.....................................................23 IKCO
Design & Color of Uniforms.....................................................23
Technical Description................................................................24
Dealers
Reception Executive..................................................................24
Technical Expert.........................................................................25
Repairshop Staff.........................................................................25
Officers.........................................................................................25
Service Staff.................................................................................25

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Roads await you.....

2
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Silver Style at Night

3
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IKCO Logo & word mark IKCO Colors for IKCO Logo
The authorized IKCO colors reinforce
Proportions of the IKCO Logo and Word Mark the visual effects by means of which
the IKCO identity takes form, while
The figures below are provided in
unauthorized colors undermine its
order to maintain accurate ratios for
uniformity.
both the IKCO Horse and the word
To present materials about IKCO and
mark when adjustments for size are
its products, we are obliged to employ
required. The relationships between
the officially designated colors.
angles, curves, lines, and spacing
Silver and blue have been specifically
are fixed, and their measurements
designated for the IKCO logo, Horse,
are indicated here. If you would like
and the "IKCO" word mark.
to enlarge or reduce the size of the
logo, first,refer to the measurements
C 0
in the layouts and try to maintain the M 100
proportions of the logos at any rate. Y 80
Always ensure that the angles, curves, C 0 K 0
and lines are consistent with those M 0 PANTONE 2758 PC
shown here. Y 0
For the IKCO word mark, only the
abbreviation form of Iran Khodro
K 25
Company is used.
PANTONE 428 PC

IKCO Silver IKCO Blue

IKCO silver can be produced by mixing IKCO blue can also be produced
ink according to the following percentages: by mixing ink according to the
C0 M0 Y0 K25 following percentages:
C0 M100 Y80 K0

4

Dealership plan
Layout
With the layout concept as the base
on this page, carefully match the
building functions and format. The
development of an efficient layout will
project the image of a dealership to
customers not only through the signs,
but also through visual elements of the
building as a whole, and attract
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them to the grounds.
Always install the signs on the side
facing the main road in order to
make the showroom position more
conspicuous.
Vehicle routes should not be established
on both sides of the building because
this will make it difficult to monitor
customers movements, while customers
will also find it hard to understand where
the facilities are located.
As the first step in gaining recognition
of corporate logo marks, logotypes,
and other symbols, we should consider
that these signs are designed to convey
the minimum necessary amount
of information. They are important
not only for customers coming to the
dealership, but also for generating
recognition and retention of the brand
image, dealership presence, and other
facts on the part of potential customers
passing through the area.
In the interest of promoting a sense
of loyalty and security in the IKCO
brand, follow this manual in the
deployment of your sign systems.
Exterior Signage
Supporting Symbol
These diagrams, developed to be used
with pylon signs, show the proper
ratios of the two logo elements- the
IKCO logo and the IKCO word mark-
to ensure that correct ratios are based
on design formats for the vertical logo.
Avoid making changes in the defined
proportions and usage of logos.
To be in conformity with local regulations
and surrounding conditions, three
types of logo with different heights
have been prepared.
The size of these three types should
be considered as the stadards.
Endeavor to maintain these signboard
dimensions in accordance with the
actual conditions of the country where
they are being used.
Information about color, material,
and other details of pylon sign can
be found in appendix 1 at the end of
this booklet.
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Pylon Sign
Sign boards assume the important
role of the first step, recognition. This
involves clear and easy expression of
the minimum necessary information,
in order to generate initial awareness
of the corporate logomark, logotype,
and other corporate images.
Flags
This refers to sign items that serve to
attract customers through renewed
awareness of the dealership's exis-
tence and/or gain recognition of the
dealer name, regardless of whether a
customer is traveling by automobile or
on foot.
When adopting flags, always use them
in sets of three.
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Facade Inscription of Dealer

Fascia Signs
The fascia signs mount on a horizontal
band on the top of the showroom,
generate visual recognition that this
is in fact a showroom.
Use the silver background to keep
the design simple, and illuminated in
the dark.
Names on Fascia Signs
The IKCO name is written on the right
part of the silver fascia sign and for
well-balanced horizontal expansion
of it, the number of letters should be
taken into consideration.
Another important point is to
consider whether the board looks
suitable in proportion to its surrounding
area. To fulfil this, a diagram has been
drawn which illustrates the correct
dimension for sign boards.
Endeavor to maintain these signboard
dimensions,in accordance with the actual
conditions of the country where they
are being used.

Facility Signs
Facility signs are installed outside of
the buildings as guides to the various
function areas. C 0 C 0
IKCO blue is used to realize 0
M M 100
designs with high visibility.
Y 0 Y 80
K 25 K 0

PANTONE 428 PC PANTONE 2758 PC

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Proportions of the Facade
If there is no municipal rules about
how to design the facade, the follow-
ing considerations should be taken
into account:
The terrain should be 35 meters long.
The distance between car entrance
and repairshop should be 5 meters
while car entrance is 10 meters behind
the facade.
1/5y
The logo is fixed on top of the custom-
ers’ entrance door.The height of the
emblem should be at least
1 meter and in longer terrains 1.5-2
meters.
Dimensions of the inscription on
the panel:
The length of the IKCO name and the
dealership company with dimensions
3X and width of X and the name of
the company should be written on the
box with a smaller font.
Design of Exterior Facade
In facade design, the following pro-
portions in Y should be formed accord-
ing to the length of Iran Khodro deal-
ership.
-The width of the showroom entrance
in central space is Y/5.
The height of the upper section of the
facade including top light.
Material, Color, and Dimensions of Emblem
The material used for this em-
blem is neoplastic and should be
made in two layers. The first layer
catch ers and the placing of the
fonts and the lower section includes
showroom shopwindow.
-The width of the repair shop is 5-7.
IKCO inscription in English should
be written on the right corner and
the name of the dealership compa-
ny to be fixed on the left side of the
facade. Iran Khodro emblem (horse
head) should be fixed on top of the
entrance door.
is the Samand layer and a thick-
ness of 5 cm and the inner layer is
the base of the Samand emblem
with a thickness of 5 to 10 cm.
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Type of Facade

Dealership Urban Type

Dealership Standard Type

Dealership Suburban Type Sample of Dealership Urban Type

9

For direction signs inside
the site, adopt a highly visible design in
IKCO Blue without using the IKCO logo.
This stresses the importance of the
information.
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The Role of Direction Signs Direction Signs Arrows
These signs are installed near the entrance Direction signs come in two versions: When using arrows, the top priority
to facilitate instant understanding, there- free-standing and wall-mounted types. is visibility, with simple and
by quickly alerting customers interest- Select the type that best suits the easy-to-understand designs.
ed in using the dealership. conditions of your own location.
The larger the dealership scale, the
greater the importance of these signs.
Therefore, there feels a need to install
several signs based on the customer
flow.
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Building Layout

The building layout should be arranged

with respect to various functions. For
customers and employees alike, this is
the key to time and labor savings.
With customer flow as the top priority,
the side facing onto the frontal road
should be used for the customer-related
space.
Consideration should be taken to
avoid overlapping of customer and
employee flows, making each flow as
short, simple, and smooth as possible.
Particular attention should be devoted
to the customer flow in this respect.

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Design of the Showroom Architectural Elements:

Showroom
1- Information desk 4- Waiting room for customers, a
Showroom is a place for displaying vehicles, subscribing, and carrying out related place for consultation and resting
introducing different models to customers, administrative affairs. 2- Administrative
purchasing, advance purchasing, The showroom space is divided into two offices for customers 5- Coffee shop and children's
sections, one for the passerby and the playground
other for car drivers. 3- Shopping place
6- Service area ( pantry and
lavatory)

View of the Showroom Perspective of the Showroom

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Information Desk
The first and the most important
section of the complex that customers
are confronted with and is directly
situated in front of the dealership
entrance, is the information and
customer initial reception desk.
From the entrance up to the information
desk, there is a space that could be
filled with posters and brochure
stands to provide basic information for
customers.
Information Desk
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Interior Elements
The walking path from the entrance
Shop needed contact the shopping section
to the reception desk is distinguished
and make a purchase.
from the course to the showroom area
The shopping space for spare parts is Shelves of the showroom could be
by different floorings. It should be
built at the back of the showroom and designed in a simple way with the
noticed that the customers walking
adjacent to the spare parts storage dimensions 150 cm * 80 cm .
path from the reception desk to other
room (according to the plan). It is Shelves are designed at different heights.
sections is also differentiated by
necessary to provide special showcases Those which are devoted to glass and
flooring in the direction of the entrance.
around the showroom for optional plastic are certainly different from those
The minimum required space for this
equipments. suitable for small parts, which should be
section is 4 square meters.
In this case, customers would be taken into consideration when placing
able to view these equipments and if an order for shelves.
Shopping Space
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Shopping Space Furniture
Stands for the ring placement should
be designed with the dimension 200
cm * 60 cm.
IKCO name is written above the stand
for introducing the brand.
Connection between the Shopping Space and the Showroom
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The silver wall has been designed at
the entrance of the shopping which
includes some shelves for the lights.
Display Stands
In creating a dealership, product
information stands, parts display stands,
catalog stands, and color displays receive
close study regarding their designs
and functions since they are vital for
representing IKCO unique character.
These sales promotion tools can be
tremendously effective when placed
in appealing and readily accessible
locations within the dealer, and es-
pecially in the vicinity of the vehicle
display space.
Product Information
Stand
By installing this element alongside the
car, vehicle displays may be made more
effective, through rendering necessary
information to the customers.
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Color Displays
By installing this element in the show-
room customers are able to observe
a variety of colors and trim options
to make a choice among them.
Catalog Stands
By installing these elements in
customer space in the showroom,
we will present complementary
information to customers through
rendering them catalogs.
Connection between Administration
Office & Showroom
The showroom roof should be elevated
according to municipal directives. Therefore,
to display some of the showroom
activities, a mezzanine should be designed
inside this space. Activities like office
managing, accounting, typewriting, shop
administrating, archiving and etc. could be
located on the mezzanine.
The connection between the mezzanine
and the showroom should be made by
an impressive stairway to increase the
appeal of the hall.
Schematic Section of the Showroom Stairway
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Total area of the showroom must not
be less than 300 square meters.
This stairway is one way metallic.The
essential load of the stair is carried
by a large wing iron beam and is not
leaning on the upper roof.
The foundation of these iron beams
is proportional to the direction and
quantity of the load, visible on the
longitudinal section of the stair. The
bottom of the stair is made of me-
tallic sheets that have been bended
from the bottom of the stair and are
Details of the Stairway
crossing through the beam's body.
inside the Showroom
View of the Showroom Mezzanine Connecting to the Stairway
Children's Play Ground Coffee Shop
A place should be considered During the process of reviewing and
as playground for children. So, choosing a car, there should be a place
if customers are accompanied to rest, consult, and drink tea, coffee,
by children, the latter could be or beverages.This will make it easier
entertained and as a result, customers for the customers to make a choice.
would be more comfortable to review
and purchase. The existence of this
space will avoid children playing all
over the showroom. This space would
be better situated on the corner of
the showroom or mezzanine, near the
customers resting place.
In this space, toys, posters, or simple
brochures could be used for children.
The minimum required area for this
section is 10 to 12 square meters.
Board of the Playground
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 SILVER STYLE
This unit is placed near the customers Customers Administrative
waiting room for easy availability.
and Convenience Space
The walls should be painted in white
or lemon yellow and the floors like the
At one end of the showroom essential
show room passage should be made
sections are gathered like reception
of light brown ceramics.
desk, shopping space, customers
waiting space, children's playground,
and a small coffee shop at the back
of the mezzanine stairway. Due to the
showroom situation, other sections
may also be placed in this space.
Administrative spaces including
management, customers' affairs,
accounting, archive, and the conference
room are gathered in the mezzanine.
The area of the mezzanine is at least
200 square meters.
A space for pantry and personnel lavatory is
considered on the administrative mezzanine.
It is appropriate to have a separate lavatory
for customers in the lobby.
Board of Coffee Shop
Lavatory
This section is used by both customers
and personnel but it should not open
directly to these sections. Obviously,
both male and female lavatories
should be designed. View of the Office
Customers' Waiting Room
This place is a space where custom-
ers wait for receiving service for buy-
ing cars or getting after sales service.
It is recommended that customers of
the fast service unit use this space, be-
cause during this time they will have
the opportunity to purchase accesso-
ries parts and to get acquainted with
new products.
In this section, tables, chairs, and if
possible, water cooling machine or au-
tomatic drink dispensing machine will
be disposed.
The floor of this section will be covered
by light brown ceramics in harmony
with the showroom passage.This space
should be built close to the showroom
or the repair shop so that a person
sitting there has got a view of both of
them.
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Instructions for Color Settings

Color Setting
The interior walls of the showroom
should be painted in cream (pantone
5807 pc) and the roof should be paint-
ed in white.
All doors and window frames inside
the showroom should be painted in
IKCO blue (pantone 2758 pc). Steps,
handrails, security bars, and stair
knobs are made from aluminum and
should be colored in IKCO silver.
The floor in the visitors walking
passage should be made of light
brown ceramics (pantone 729
pc) to be easily distinguished and
direct customers toward different
sections.

Customer`s Waiting Room C 0 R 199

M 0
G 200
PANTONE Y 0
K30 K 25 B 202

C 0 R 255
M 20 G 203
PANTONE Y 100
7406 K 0 B 5

C 100 R 3
M 80 G 78
View of the Waiting Area
PANTONE Y 0
Reflex Blue K 0
B 162

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Exterior Walls
In the final process, exterior walls of the
repair shop are covered by silver aluminum
sheets (according to the standard for
exterior facade of showroom). Al-clad is
preferably proposed.
The entrance door of the repair shop
is made of rolling type and finished in
white with a 50 cm white strip on the
border.
Color for the Repair Shop Interior Walls
Interior walls of the repair shop should
be painted in dark blue up to the
height of 120 cm. On top of the dark
blue, there would be a silver strip with
a width of 20 cm and the remaining of
the wall would be in white.
Flooring of the Repair
Shop
The flooring is made of concrete 300-
350 kg/m resistance type. And taking
into account the function of the repair
shop and the possible use of chemical
and corrosive materials, it is advisable
to cover the concrete with a layer of
epoxy resin in light grey.
Yellow arrows are drawn on the floor to
direct personnel. The thickness of these
arrows is 20 cm, their length, 100cm,
and their width should be 50cm.
Design of the Workshop
- The repair shop includes 10 working
Working Stations stations the borders of which inside
The repair shop is a space where repair the repair shop are delimited by or-
ange by 10 cm- thick orange lines.
stations are installed and all the necessary
Working stations are equipped with:
tools are available. After passing through
2 mechanical station
the reception and before entering the
2 two-stand jack
repair shop, the vehicle is stationed in
1 four-stand jack
the parking among other cars ready to be
1 tune up station
repaired. In this place, the work to be done
1 trim station
before the repair process, like covering
1 engine tuning station
the steering wheel, fenders, seats, and the
1 electrical station
primary tests of the vehicle are performed
and the car is afterwards transferred to the 1 suspension station
main hall.
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Architectural Layout of the Workshop
The workshop essentially admits vehicles
that need more than two hours of repair
work and the fast service unit processes
vehicles that need less than 2 hours of
repair. The repair shop includes different
spaces such as:
View of the Workshop
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Spare Parts Storage Used Parts Storage
-Repair hall Room Room
-Technical expert room
Spare parts storage room needs to be There should be a connection be-
-Storage space for special tools
connected to the showroom, shop, re- tween the storage room and the repair
-Service areas
pair shop, and directly the exterior. Ac- shop. If there is not enough space, the
-Body, spare parts and used parts
cess to the spare parts storage room spare parts will be kept in one place.
storage room
has to be limited and tightly controlled.
the storage room is 6 meters high
whereas the piling is 5.5.
the passage between shelves is of at
least 1.6 - meter width which enables
the lifter to move around easily.
Special tools
20

Planning for Fire Control
inside the Storage Rooms
Obstacles are used to block fire and
prevent it form accessing inside
and outside the room by separating
spaces from each other. Installing fire
detection, alarm equipments, and fire
water hose is necessary, while it would
be vital to make use of fire resistant
materials especially for the walls and
roof coverings. There should also be
smoke and heat escaping windows on
the roof to emit smoke and heat.
The above mentioned strategies should
be taken to stop fire from spreading
into the room until the arrival of fire
fighters.
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Before designig the storage room,
it would be a good idea to consult
fire department specialists on how
to meet fire department regulations
and take their advice on equipments
necessary to be installed.
Technical Expert Room
The technical expert room, if situated
inside the repair shop, needs a quiet
atmosphere so it would be better to
be on a higher level than the repair
shop. In this case, experts room will
have a good view of the hall. The area
dedicated to the technical experts
room should be 20-24 square meters.
A Space should be dedicated to special
tools and it is advisable to design it
inside the repairshop, in the technical
expert room so that the workshop
supervisor and technical experts can
control the tools.
Considering models of the vehicles,
company provides dealerships with
some kinds of special tools which
are to be used in repair process.
The list of all these tools is annexed
to this document.
Workshop Equipments
Each authorized dealership with the
minimum number of repair stations
as mentioned before has to acquire
the list of all equipments.
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Body Maintenance
Vehicles that have been damaged
in body , due to accidents or any
other problem, come to this unit .
Therefore, it is necessary to procure
services inside the dealership. Body
work shop and paint shop are
located in line with or behind the
repair shop. The area needed for
this section requires a 200-300 -
square meter space.
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A separate space needs to be
allocated for some types of process
i.e. painting , due to chemical and
acoustic pollution. So, it would be
better if these processes are done
in an isolated space.
Body maintenance includes working
stations for bodywork and painting.
In the paint section, there should
be a space as the paint room and a
compressor to spray the paint.
The paint furnace is mandatory for
authorized dealers.
Safety in DealershipS
The office environment is generally however, their employers still have
safer than the workshop but do con- general duties to protect their
staff under local health and safety
sider the following issues:
legislation.
Employers need to:
Electrical Wiring • Look at the whole workstation,
including equipment, furniture, and
Ensure there are enough sockets to
the work environment (e.g. lighting
minimize the use of adapters. Cover
and window coverings are chosen
trailing leads to prevent damage and
a way to ensure that the screen is
reduce tripping hazards. Carry out
free from glare and reflections – see
visual checks on plugs and leads to look
below picture;)
for defects. Earthed equipments such
• Supervise the job being done; and
as kettles and some vacuum cleaners
• Prepare any special needs of indi-
should have portable appliance test
vidual staff
which covers the item, plug, and the
Employees should be encouraged to
lead for a two-year cycle.
take part in risk assessments, e.g. by
reporting health problems. Where
Use of Computers risks are identified, the employer must
take steps to reduce them.
Health and Safety (Display Screen Equipment)
Regulations apply where employees use
computer monitors and similar screens
as significant parts of their normal work.
Those who use cmputers occasionally
are only specifically covered by the
workstation requirements of the Regulations,
22
 SILVER STYLE
The user needs to be able to:
• Adopt a good posture, placing the
mouse close so it can be used with a
relaxed arm and straight wrist;
• Support the arm, for example by the
desk surface; and
• Take frequent breaks and try to limit
Design & color of Uniforms
the time spent on using the mouse.
If users still find gripping the mouse
Design & Color of Uniforms
awkward, try a different sized or
shaped mouse, or another device
The uniform used by all the personnel colored metallic logo (made of aluminum)
such as a trackball.
working in the administration department with the dimensions 1.5 cm * 1.5 cm is
is a dark gray (pencil tip color) suit. suit taggedon the left side of the jacket.
in dark gray (pencil tip color). The silver
23
 SILVER STYLE
The employee’s name is written in
black on a white badge attached to
the right side of the jacket. As well the
logo in white color, sized 2cm*5.8cm
is embroidered on the left side of the
shirts and the phrase “IKCO” with the
dimensions 1cm * 2 cm is located un-
derneath the logo.
Personnel who are working in
administration department wear a badge
which represents them and their company.
This badge specifies the first name,
surname, and the job title of the person
and, incorporates their company
logo type in PANTONE 433PC. The
background of the badge is generally
in silver and the dimensions shown
are purely indicative.
Technical Description:
Badge: in Black plastic, 58 x 20 mm.
Matt silver front.
Company Logo type: in dark grey.
Choice of mount:
Bar pin: in nickel-plating iron, set in a
clear.
Sticky back PS plaque:
Sticky-back magnet with black rub-
ber.
Letterpress printing:
engraving the first name with the first
letter in capital and the
rest in lower case, followed by the
surname (last name) in capital.
“Function” option: first letter in
capital and the rest in lower case,
Inputting procedure
List in vertical column
Example:
Joachim PERES
Salesman
Reception Executive
A reception executive`s uniform is is
in gray with dark blue collar. The blue
logo, 5cm*5cm, is also embroidered
on it. On the left side of the jacket
and underneath the logo, the phrase
“IKCO” with the dimensions 2 cm*
5.8 cm is located. The employee’s
name is written in black on a white
badge on the right.
24
 SILVER STYLE

Technical Expert Service Staff

The uniform used by repair engineersas The uniform used by service staff is in
seen in the picture, is in dark blue with gray and orange. The 5cm*5 cm logo
gray collar. The 5cm * 5cm logo is is embroidered in white on the left
embroidered in white on the left side side of overalls and the phrase “IKCO”
of overalls and the phrase “IKCO” with with the dimensions 2 cm* 5.8 cm is
the dimensions 2cm* 5.8cm is located located underneath the logo. The
underneath the logo. The employee’s employee’s name is written in black
name is written in black on a white on a white badge placed on the right
badge on the right side of the jacket. side of overalls.

Officers
Repair Shop Staff
This type of garment is used by those
The uniform used by a repair engineer,
who are working as “officers” , for example
as seen in the picture, is in dark blue
spare parts sales executives, warehouse
with gray collar. The 5cm * 5 cm logo is
and parking staff. The employee’s name
embroidered in white on the left side
is written in black on a white badge on
of overalls and the phrase “IKCO” with
the right side of the garment.
the dimensions 2 cm * 5.8 cm is located
underneath the logo. The employee’s
name is written in black on a white
badge on the right side of the jacket.

25
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26
The intellectual property rights pertaining the technical information in this document are the sole property of the
Manufacturer. No part of this information may be reproduced or distributed in any form or by any means without the
prior written consent of the manufacturer.

Created by: IKCO Spare Parts & After Sales Service - Printed in Iran

Isaco Company
13th Km. Karaj Makhsous Road, Tehran, Iran
P.O.Box: 13145-513
Tel: (+9821) 44905342-44906373
Fax: (+9821) 44904241
E-mail: info@export.isaco.ir
www.export.isaco.ir