CO R P OR AT E B R A ND I DE NT IT Y

J U LY 2 0 1 6 • VERSION 1.0
WHO
WE ARE
AS A
COMPANY
We are Advance Auto Parts, a company with a rich
history and dedicated, knowledgeable Team Members.
We need to reflect that pride and expertise with a
meaningful and consistent brand identity. Whether
it’s communicating with the public, the field, or other
departments, our visual brand is always in the spotlight.
The following pages outline guidelines for our visual
corporate identity brand.
 CONTENTS

BRAND IDENTITY:

CORPORATE
LOGO: USAGE. . ................................... 04 COLOR: PALETTE................................ 11

LOGO: PALETTE.................................. 05 TYPOGRAPHY: DISPLAY. . ...................... 12

LOGO: FLAG AS ICON . . ......................... 07 TYPOGRAPHY: SUPPORTIVE.................. 13

LOGO: TRADEMARKS........................... 08 CORPORATE: USAGE SAMPLES.............. 14

LOGO: FREE AND CLEAR...................... 09 RESOURCES: CONTACTS...................... 15

LOGO: UNACCEPTABLE USAGE. . ............. 10

CORPORATE BRAND IDENTITY • CONTENTS 03

LOGO: USAGE

PRIMARY USAGE

Stacked Logo

SECONDARY USAGE

Horizontal Logo

The Advance Auto Parts logo is the element of visual branding seen small for acceptable visibility. The horizontal logo is the secondary logo
most often. The stacked logo is the primary logo configuration. It is to be configuration. It is to be used in instances where the stacked logo will not
used in all instances of logo placement unless space allowance is too have acceptable visibility.

CORPORATE BRAND IDENTITY • LOGO: USAGE 04

LOGO: PALETTE (STACKED)

PRIMARY PALETTE

PANTONE 7406 on PANTONE 1807 Background (white corners on flag)

SECONDARY PALETTE

PANTONE 1807 on White Background Black on White Background White on Black Background
(black corners on flag) (black corners on flag) (white corners on flag)

The primary logo palette is PANTONE 7406 on PANTONE 1807 background. pattern is always black and white. If the logo is on a dark background such
This color scheme is to be used whenever possible. The staff of the flag as PANTONE 1807 or black, the flag corners are white. If the logo is on a
matches the color of the words “Advance Auto Parts.” The checkered flag light background such as white, the flag corners are black.

CORPORATE BRAND IDENTITY • LOGO: PALETTE 05

LOGO: PALETTE (HORIZONTAL)

PRIMARY PALETTE

PANTONE 7406 on PANTONE 1807 Background (white corners on flag)

SECONDARY PALETTE

PANTONE 1807 on White Background (black corners on flag) Black on White Background (black corners on flag) White on Black Background (white corners on flag)

The primary logo palette is PANTONE 7406 on PANTONE 1807 background. pattern is always black and white. If the logo is on a dark background such
This color scheme is to be used whenever possible. The staff of the flag as PANTONE 1807 or black, the flag corners are white. If the logo is on a
matches the color of the words “Advance Auto Parts.” The checkered flag light background such as white, the flag corners are black.

CORPORATE BRAND IDENTITY • LOGO: PALETTE 06

LOGO: FLAG AS ICON

PRIMARY PALETTE

PANTONE 7406 Staff on PANTONE 1807 Background

(white corners on flag)

SECONDARY PALETTE

PANTONE 1807 Staff Black Staff White Staff

on White Background on White Background on Black Background
(black corners on flag) (black corners on flag) (white corners on flag)

The flag portion of the Advance logo has credibility and is recognizable enough to stand on its own. When the flag is used as an icon it does not carry the ®.

CORPORATE BRAND IDENTITY • LOGO: FLAG AS ICON 07

LOGO: TRADEMARKS

The Advance Auto Parts logo cannot be used without the ®. Placement of the as PANTONE 1807 or black, the ® is white. On a light background such as
® must be after the flag, at the upper right corner. The color of the ® is to white, the ® is black.
match the color of the checkered flag corners. On dark a background such

CORPORATE BRAND IDENTITY • LOGO: TRADEMARKS 08

LOGO: FREE AND CLEAR

u-height

u-height

u-height

u-height

The free and clear area is the space around the logo. The logo should never The space around the stacked and horizontal logos is equal to the height of
be covered up, crowded or obstructed. No graphics or type should appear the u in Auto (u-height). A u-height border is to be present around each side
within this area. This is to ensure that the logo has adequate cushion around of the logo at all times.
it and does not feel cramped within a layout.

CORPORATE BRAND IDENTITY • LOGO: FREE AND CLEAR 09

LOGO: UNACCEPTABLE USAGE

DISTORTION
X CONTRACTING, STRETCHING
OR SKEWING

COLORING
X LOGO, BACKGROUND
OR PATTERNS

The above examples show improper usage of the Advance Auto Parts Advance Auto Parts logo. Do not place the Advance Auto Parts logo on any
logo. The logo should never be altered in any way. Do not distort or stretch background or color not specified within these graphic standards.
any part of the Advance Auto Parts logo. Do not replace any color in the

CORPORATE BRAND IDENTITY • LOGO: UNACCEPTABLE USAGE 10

COLOR: PALETTE

PRIMARY CMYK 0–17–100–0 CMYK 7–94–65–31 CMYK 63–52–51–100

COLOR PANTONE RGB 250–196–15 PANTONE RGB 165–34–56 RICH RGB 0–0–0
7406 C HTML FAC40F 1807 C HTML A52238 BLACK HTML 000000
PALETTE

SECONDARY CMYK 0–0–0–0 PANTONE CMYK 20–29–28–56 PANTONE CMYK 4–5–7–10

COLOR WHITE RGB 255–255–255 WARM GRAY RGB 76-76-76 WARM GRAY RGB 204–204–204
HTML FFFFFF 10 C HTML 4C4C4C 2C HTML CCCCCC
PALETTE

When printing spot/offset, choose the PANTONE number from the printing four color process, use the CMYK formulas provided above. The
PANTONE+ Solid Coated library in the Adobe program being used. When RGB and HTML formulas are to be utilized for digital mediums.

CORPORATE BRAND IDENTITY • COLOR: PALETTE 11

TYPOGRAPHY: DISPLAY

HEADLINE TYPEFACE ITC Franklin Gothic Std Heavy

ABCDEFGHIJKLMNOPQRSTUVWXYZ
SAMPLE
PENDING abcdefghijklmnopqrstuvwxyz

The primary display font for headlines and mastheads is ITC Franklin Gothic Std Heavy. It
can be set in sentence case, title case or all caps format, not all lower case. Sentence
case headlines are to include proper punctuation (i.e. periods, question marks, etc.).

SUBHEAD TYPEFACE ITC Franklin Gothic Std Demi

ABCDEFGHIJKLMNOPQRSTUVWXYZ
SAMPLE
abcdefghijklmnopqrstuvwxyz
PENDING

The primary display font for subheads is ITC Franklin Gothic Std Demi. It can be set in
sentence case, title case or all caps format, not all lower case. Sentence case subheads
are to include proper punctuation (i.e. periods, question marks, etc.).

CORPORATE BRAND IDENTITY • TYPOGRAPHY: DISPLAY 12

TYPOGRAPHY: SUPPORTIVE

BODY TYPEFACE ITC Franklin Gothic Std Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ
SAMPLE
abcdefghijklmnopqrstuvwxyz
PENDING

The primary supportive font for body copy is ITC Franklin Gothic Std Book. Body copy is to
be displayed in sentence case with correct punctuation. Set leading to at least 100% of
the type size, and often times larger.

DISCLAIMER TYPEFACE ITC Franklin Gothic Std Demi and Book Condensed

ABCDEFGHIJKLMNOPQRSTUVWX Y Z
SAMPLE
PENDING
abcdefghijklmnopqrstuvwxyz

The primary supportive font for disclaimers is ITC Franklin Gothic Std Book Condensed.
Disclaimer copy is to be displayed in sentence case with correct punctuation. Set leading
to at least 100% of the type size, and often times larger. ITC Franklin Gothic Std Demi
Condensed is to be reserved for disclaimers that require more visual emphasis.

CORPORATE BRAND IDENTITY • TYPOGRAPHY: SUPPORTIVE 13

 CONTACTS

RESOURCES:

CORPORATE
To download the brand assets in this guide, visit storenet.advancestores.com/corporatebrandidentity
For inquires on brand related files, artifacts, and information, please contact:

SHAWN MURRAY HEIDI FLIPPEN

DIRECTOR, VISUAL BRANDING CREATIVE MANAGER
SMURRAY@ADVANCE-AUTO.COM HEIDI.FLIPPEN@ADVANCE-AUTO.COM

CORPORATE BRAND IDENTITY • RESOURCES: CONTACTS 14