Volkswagen Service

Corporate Design Manual

Last revised: July 2012
2 Contents < > Start Contents Introduction Das Auto Visual Elements Brand Retail Offers Close

Contents
Introduction 3
Das Auto 4
Visual Elements 5
Service Icons 6
Service Icon application 7
Brand 8
Dealer ad without grid 9
Retail Offers 10
Retails Sub-Brands Overview 11
Genuine Deals 12
Genuine Deals: Dealer ad without grid 13
Genuine Deals: Dealer ad with grid 14
Genuine Deals: Dealer mailer 15
Ecomomy Packages 16
Ecomomy Packages: Dealer ad without grid 17
Ecomomy Packages: Dealer ad with grid 18
Ecomomy Packages: Dealer mailer 19
3 Contents < > Start Contents Introduction Das Auto Visual Elements Brand Retail Offers Close

Introduction
To visually encapsulate what the Volkswagen
Service Brand stands for and to give life to the
Brand a Corporate Identity has been developed.

In order to ensure uniformity across the brand as

well as facilitate accurate representation of the Brand
to our Customers, a Corporate Identity guideline has
been developed.

The Volkswagen Service Corporate Identity document

is fully aligned with the overall Brand Concept and
will distinguish the Brand’s market offering from its
market contenders.
4 Contents < > Start Contents Introduction Das Auto Visual Elements Brand Retail Offers Close

Das Auto
Logo and claim proportions
The claim always comprises of a single line and is
positioned centrally below the logo. The logo and claim Logo
always have the same ratio to one another in every
application. The spacing between the top edge of the 1/6 logo
claim and the bottom edge of the logo is 1/6 of the logo 1/6 logo

diameter. The claim measures a fixed cap height of 1/6

of the logo diameter.
x
Logo and claim proportions
The protected zone around the Volkswagen logo measures
x
x (x = diameter of the logo used). No other elements may
be positioned within this protected zone.
x

Backgrounds
1. The choice of background determines the impact of
the logo. In order to ensure a consistently high-quality
effect, it is white or, in exceptional cases, silver/grey.
2. The TV ending is a special case: in this instance the logo
with claim on a white or black background is used.
3. The logo may not be placed on a coloured background
or on pictures. 1. 2. 3.
5 Contents < > Start Contents Introduction Das Auto Visual Elements Brand Retail Offers Close

Visual Elements
The following elements are graphic devices used
to enforce the brand’s promises in Volkswagen
Service communication.

The Volkswagen Service icons plus the two service payoff

line combine to form a strong brand image that can
be effectively marketed to attract and retain Own
Workshop Customers.
6 Contents < > Start Contents Introduction Das Auto Visual Elements Brand Retail Offers Close

Visual Elements: Service Icons

As previously highlighted, the Own Workshop Brand Expertise - The technicians that work on Volkswagen
have been specially trained on hi-tech, diagnostic
execution will centre around the Brands reasons to believe. equipment. The same people who built your car,
To ensure Customers become aware of these unique built the parts for it.

selling points five brand icons were developed to provide Parts - Genuine parts ensure your
Customers with quick visual value cues. The five Brand Volkswagen always performs like one.

icons are presented in the below image with reference

to the applicable Brand reason to believe. Nobody knows your Volkswagen better than we do.

These icons visually represent the Brand’s value pillars that Volkswagen Parts Expertise

speak directly to why a Customer should choose to service

with a Volkswagen Dealership. These Icons will be present
on all Own Workshop marketing material to consistently
remind Customers of why Volkswagen Servicing is
superior. The consistent presence of the icons will strengthen
Care - The right expertise ensures that
the Customer’s association of these key value elements Geniune Economy AutoMotion
you’ll get to your destination safely.
with the Volkswagen Service Brand and ultimately the Deals Packages
Volkswagen Dealership. Safety - The right expertise ensures that you’ll get to your
destination safely.

The icons are simple yet powerful visual cues that Quality - Increase reliability & longevity.
100% 100% 100%
Volkswagen Volkswagen Volkswagen
Customer can easily recognise and understand. Service Service Service
 7 Contents < > Start Contents Introduction Das Auto Visual Elements Brand Retail Offers Close

Visual Elements: Service Icon application

The payoff line is aligned to the top of

the Das Auto logo, and the service
icons are aligned to the bottom of the
Das Auto Logo.
Volkwagen Service payoff
line typeset in VW Headline.
Das Auto logo is standard on all
Volkwagen Service icons are Volkswagen Service communication.
standard on all Volkswagen
Service communication.

HomeTown Motors Dealer details appear in

centre bottom typeset in
123 Main Street, Hometown. (000) 123 4567
www.hometownvw.co.za VW Headline.
8 Contents < > Start Contents Introduction Das Auto Visual Elements Brand Retail Offers Close

Brand
The Volkswagen Service Brand is for all current and
future Volkswagen Customers because when your customer
buys a Volkswagen they become a part of the Volkswagen
family. Customers find value in an After Sales offering that
provides exceptional quality, uncompromised safety,
outstanding Customer Care, the expert fitment of Genuine
and Economy Parts and most importantly servicing that is
done with surgical precision.

It is on these Brand values that the Volkswagen Service

Brand is based and all Brand communication should
communicate these values clearly.
9 Contents < > Start
Dealer ad without grid
Headline typeset in
Volkswagen Headline.
Body copy typeset in
Volkswagen Utopia.
Volkwagen Service icons are
standard on all Volkswagen
Service communication.
Contents Introduction Das Auto Visual Elements Brand Retail Offers Close
Visit us on vw.co.za and find us on facebook.com/vwsa Website and social
media information appear
on all Volkswagen
brand communication.
Headline.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam ullamcorper
lectus non justo malesuada interdum. Pellentesque imperdiet orci eget massa
rutrum adipiscing. Cras quam turpis, mollis id congue non, faucibus eu lectus.
Curabitur id tortor justo, sed congue elit. Pellentesque non hendrerit eros. In
fringilla, est in eleifend varius, leo risus varius dui, at pretium leo diam quis
risus. Fusce nulla magna, dapibus eu placerat vitae, malesuada id enim.
Das Auto logo is standard
on all Volkswagen Service
communication.
HomeTown Motors Dealer details appear in
centre bottom typeset in
123 Main Street, Hometown. (000) 123 4567
www.hometownvw.co.za VW Headline.
10 Contents < > Start Contents Introduction Das Auto Visual Elements Brand Retail Offers Close

Retail Offers
Specific retail executions have been developed
to educate customers on the value of servicing with
Volkswagen Service. These executions address
servicing and maintenance specials or discounts
as well as have a strong call to action for the
participating Dealerships.

Volkswagen Service has two product lines to offer

it’s Customers: Genuine Parts and Economy Parts.
To ensure the right product is marketed to the right
audience, we have developed two retail sub brands
namely, Genuine Deals and Economy Packages.
11 Contents < > Start Contents Introduction Das Auto Visual Elements Brand Retail Offers Close

Nobody knows your Volkswagen better than we do.

Retail Offers: Sub-brand Overview
Volkswagen Parts Expertise

Market Offering Visual Cue Target Market Synergies

Geniune Economy Deals with AutoMotion

Deals Packages
Volkswagen Genuine All Volkswagen
Same ribbon
shape is used
Retail colour is blue.
Parts that are Vehicles. for both retail
Nobody knows your Volkswagen better than we inclusive
do. of labour. sub brands.
100% 100% 100%
Volkswagen Volkswagen Volkswagen
Service Service Service
Volkswagen Parts Expertise

Geniune Economy AutoMotion

Deals with
The text within
Deals Packages Volkswagen Economy
Volkswagen both retail ribbons
Retail colour is orange. Vehicles five consistently says
Parts that are
years and older. ‘100% Volkswagen
inclusive of labour.
Service’
100% 100% 100%
Volkswagen Volkswagen Volkswagen
Service Service Service
12 Contents < > Start Contents Introduction Das Auto Visual Elements Brand Retail Offers Close

Retail Offers: Genuine Deals

Advertisements that offer specials or discounts on Genuine
Volkswagen Parts will be marketed under the Genuine
Deals retail ribbon. The presence of this Genuine Deals
retail ribbon notifies Customers that the offer is applicable
to Genuine Parts only. The term Genuine Deals was
selected as it speaks to the package offering of
Volkswagen labour and Genuine Volkswagen Parts.
This is further strengthened by the text in the ribbon which
states ‘100% Volkswagen Service’. The name also reiterates
that the Customer will receive a great deal with no hidden
clauses or exceptions, a true Genuine Volkswagen deal.

The Genuine Deals offering is represented by the colour

blue.
13 Contents < > Start Contents Introduction Das Auto Visual Elements Brand Retail Offers Close

Genuine Deals Visit us on vw.co.za and find us on facebook.com/vwsa Website and social
media information appear
Dealer ad without grid on all Volkswagen
retail communication.

Image.

Genuine Deals ribbon

Headline typeset in
A thin white border line Volkswagen Headline.
seperates the headline
from the body copy.
Body copy typeset in
Volkswagen Utopia.
device is standard on
Headline. all Genuine Deals
retail communication.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis id enim
vitae neque tincidunt vehicula vitae at risus. Cras rhoncus nisl a velit
dignissim non dapibus turpis rutrum. Etiam a massa felis. Quisque
libero orci, sodales vel euismod eget, mattis sit amet mi. Suspendisse
cursus mattis augue, sed feugiat ante interdum posuere. Mauris neque
nibh, semper vel sagittis quis, imperdiet quis libero.
Blue block
In condimentum interdum nisi. Suspendisse lectus dolor, porttitor at is standard.
cursus eu, commodo eget diam. Fusce vitae diam risus. Integer sed
augue purus. Nullam volutpat, dolor vel porta accumsan, mauris nisi
dictum nisi, sit amet pharetra lacus nisl quis velit. Praesent vitae orci id
lectus viverra facilisis ut sit amet ante. Sed tincidunt viverra.

Volkwagen Service icons are Nobody knows your Volkswagen better than we do. Das Auto logo is standard
standard on all Volkswagen on all Volkswagen Service
Service communication. communication.
Volkswagen Parts Expertise

HomeTown Motors Dealer details appear in

123 Main Street, Hometown. (000) 123 4567 centre bottom typeset in
www.hometownvw.co.za VW Headline.
14 Contents < > Start Contents Introduction Das Auto Visual Elements Brand Retail Offers Close

Genuine Deals Visit us on vw.co.za and find us on facebook.com/vwsa Website and social
media information appear
Dealer ad with grid on all Volkswagen
retail communication.

Image.

Genuine Deals ribbon

Headline typeset in device is standard on
A thin white border line Volkswagen Headline. Headline. all Genuine Deals
seperates the headline retail communication.
from the body copy.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis id enim
vitae neque tincidunt vehicula vitae at risus. Cras rhoncus nisl a velit
Body copy typeset in dignissim non dapibus turpis rutrum. Etiam a massa felis. Quisque
Volkswagen Utopia. libero orci, sodales vel euismod eget, mattis sit amet mi. Suspendisse Blue block
cursus mattis augue, sed feugiat ante interdum posuere. Mauris neque is standard.
nibh, semper vel sagittis quis, imperdiet quis libero.

Lorem ipsum dolor sit amet:

Table is typeset in
Lorem Ipsum Dolor Lorem Ipsum
Volkswagen Utopia.
Lorem R R R R R
Ipsum R R R R R
Dolor R R R R R
Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Volkwagen Service icons are Nobody knows your Volkswagen better than we do. Das Auto logo is standard
standard on all Volkswagen on all Volkswagen Service
Service communication. communication.
Volkswagen Parts Expertise

HomeTown Motors Dealer details appear in

123 Main Street, Hometown. (000) 123 4567 centre bottom typeset in
www.hometownvw.co.za VW Headline.
15 Contents < > Start Contents Introduction Das Auto Visual Elements Brand Retail Offers Close

Genuine Deals Visit us on vw.co.za and find us on facebook.com/vwsa

Dealer mailer

Image.

Genuine Deals ribbon

Headline typeset in
device is standard on
Volkswagen Headline Headline. all Genuine Deals
in white on a blue strip.
retail communication.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Duis id enim vitae neque tincidunt vehicula vitae at risus.
Cras rhoncus nisl a velit dignissim non dapibus turpis
rutrum. Etiam a massa felis. Quisque libero orci, sodales
Body copy typeset in
vel euismod eget, mattis sit amet mi. Suspendisse cursus
Volkswagen Utopia. mattis augue, sed feugiat ante interdum posuere. Mau-
ris neque nibh, semper vel sagittis quis, imperdiet quis
libero.

In condimentum interdum nisi. Suspendisse lectus dolor,

porttitor at cursus eu, commodo eget diam. Fusce vitae
diam risus.

Volkwagen Service icons are Nobody knows your Volkswagen better than we do. Das Auto logo is standard
standard on all Volkswagen on all Volkswagen Service
Service communication. Volkswagen Parts Expertise
communication.

HomeTown Motors Dealer details appear in

centre bottom typeset in
123 Main Street, Hometown. (000) 123 4567
VW Headline.
www.hometownvw.co.za
16 Contents < > Start Contents Introduction Das Auto Visual Elements Brand Retail Offers Close

Genuine Deals Visit us on vw.co.za and find us on facebook.com/vwsa

Dealer mailer

Image.

Genuine Deals ribbon

Headline typeset in
device is standard on
Volkswagen Headline Headline. all Genuine Deals
in white on a blue strip.
retail communication.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Duis id enim vitae neque tincidunt vehicula vitae at risus.
Cras rhoncus nisl a velit dignissim non dapibus turpis
rutrum. Etiam a massa felis. Quisque libero orci, sodales
Body copy typeset in
vel euismod eget, mattis sit amet mi. Suspendisse cursus
Volkswagen Utopia. mattis augue, sed feugiat ante interdum posuere. Mau-
ris neque nibh, semper vel sagittis quis, imperdiet quis
libero.

In condimentum interdum nisi. Suspendisse lectus dolor,

porttitor at cursus eu, commodo eget diam. Fusce vitae
diam risus.

Lorem ipsum dolor sit amet:

Lorem Ipsum Dolor Lorem Ipsum

Lorem R R R R R
Table is typeset in
Ipsum R R R R R
Dolor R R R R R
Volkswagen Utopia.
Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Volkwagen Service icons are Das Auto logo is standard

standard on all Volkswagen Nobody knows your Volkswagen better than we do.
on all Volkswagen Service
Service communication. communication.
Volkswagen Parts Expertise

Dealer details appear in

HomeTown Motors centre bottom typeset in
VW Headline.
123 Main Street, Hometown. (000) 123 4567
www.hometownvw.co.za
17 Contents < > Start Contents Introduction Das Auto Visual Elements Brand Retail Offers Close

Retail Offers: Economy Packages

Advertisements that advertise Economy Parts will be
marketed under the Economy Packages retail ribbon.
The presence of this Economy Packages retail ribbon
notifies Customers that the offer is applicable to Economy
Parts which are exclusive to Volkswagens five years and
older. The term Economy Packages was selected as it
highlights the use of Economy Parts combined with
Volkswagen labour. Again this combination of labour
and parts is strengthened by the text in the ribbon which
states ‘100% Volkswagen service’.  The name notifies
Customers instantly that the offer is applicable to Economy
Parts and either is or isn’t applicable to them based on
their vehicles age.

The Economy Packages offering is represented by the

colour orange.
18 Contents < > Start Contents Introduction Das Auto Visual Elements Brand Retail Offers Close

Economy Packages Visit us on vw.co.za and find us on facebook.com/vwsa Website and social
media information appear
Dealer ad without grid on all Volkswagen
retail communication.

Nobody knows your Volkswagen better than we do. Image.

Volkswagen Parts Expertise

Economy Packages ribbon

Headline typeset in Geniune Economy AutoMotiondevice is standard on
A thin white border line Volkswagen Headline. Headline. Deals Packages all Economy Packages
seperates the headline retail communication.
from the body copy.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis id enim
100% 100% 100%
vitae neque tincidunt vehicula vitae at risus. Cras rhoncus
Volkswagennisl a velit Volkswagen Volkswagen
Service
dignissim non dapibus turpis rutrum. Etiam a massa felis. Quisque Service Service
libero orci, sodales vel euismod eget, mattis sit amet mi. Suspendisse
Body copy typeset in cursus mattis augue, sed feugiat ante interdum posuere. Mauris neque
Volkswagen Utopia. nibh, semper vel sagittis quis, imperdiet quis libero.
Orange block
In condimentum interdum nisi. Suspendisse lectus dolor, porttitor at is standard.
cursus eu, commodo eget diam. Fusce vitae diam risus. Integer sed
augue purus. Nullam volutpat, dolor vel porta accumsan, mauris nisi
dictum nisi, sit amet pharetra lacus nisl quis velit. Praesent vitae orci id
lectus viverra facilisis ut sit amet ante. Sed tincidunt viverra.

Volkwagen Service icons are Nobody knows your Volkswagen better than we do. Das Auto logo is standard
standard on all Volkswagen on all Volkswagen Service
Service communication. communication.
Volkswagen Parts Expertise

HomeTown Motors Dealer details appear in

123 Main Street, Hometown. (000) 123 4567 centre bottom typeset in
www.hometownvw.co.za VW Headline.
19 Contents < > Start Contents Introduction Das Auto Visual Elements Brand Retail Offers Close

Economy Packages Visit us on vw.co.za and find us on facebook.com/vwsa Website and social
media information appear
Dealer ad with grid on all Volkswagen
retail communication.

Nobody knows your Volkswagen better than we do. Image.

Volkswagen Parts Expertise

Economy Packages ribbon

Headline typeset in Geniune Economy AutoMotiondevice is standard on
A thin white border line Volkswagen Headline. Headline. Deals Packages all Economy Packages
seperates the headline retail communication.
from the body copy.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis id enim
100% 100% 100%
vitae neque tincidunt vehicula vitae at risus. Cras rhoncus
Volkswagennisl a velit Volkswagen Volkswagen
Body copy typeset in Service
dignissim non dapibus turpis rutrum. Etiam a massa felis. Quisque Service Service

Volkswagen Utopia. libero orci, sodales vel euismod eget, mattis sit amet mi. Suspendisse Orange block
cursus mattis augue, sed feugiat ante interdum posuere. Mauris neque is standard.
nibh, semper vel sagittis quis, imperdiet quis libero.

Lorem ipsum dolor sit amet:

Table is typeset in
Lorem Ipsum Dolor Lorem Ipsum
Volkswagen Utopia.
Lorem R R R R R
Ipsum R R R R R
Dolor R R R R R
Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Volkwagen Service icons are Nobody knows your Volkswagen better than we do. Das Auto logo is standard
standard on all Volkswagen on all Volkswagen Service
Service communication. communication.
Volkswagen Parts Expertise

HomeTown Motors Dealer details appear in

123 Main Street, Hometown. (000) 123 4567 centre bottom typeset in
www.hometownvw.co.za VW Headline.
20 Contents < > Start Contents Introduction Das Auto Visual Elements Brand Retail Offers Close

Economy Packages Visit us on vw.co.za and find us on facebook.com/vwsa

Dealer mailer

Nobody knows your Volkswagen better than we do. Image.

Volkswagen Parts Expertise

Economy Packages ribbon

Headline typeset in
Volkswagen Headline Geniune Economy device is standard on
AutoMotionall Economy Packages
Headline. Deals Packages
in white on a blue strip.
retail communication.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

100% 100% 100%
Duis id enim vitae neque tincidunt vehicula
Volkswagenvitae at risus. Volkswagen Volkswagen
Cras rhoncus nisl a velit dignissim nonService
dapibus turpis Service Service
rutrum. Etiam a massa felis. Quisque libero orci, sodales
Body copy typeset in
vel euismod eget, mattis sit amet mi. Suspendisse cursus
Volkswagen Utopia. mattis augue, sed feugiat ante interdum posuere. Mau-
ris neque nibh, semper vel sagittis quis, imperdiet quis
libero.

In condimentum interdum nisi. Suspendisse lectus dolor,

porttitor at cursus eu, commodo eget diam. Fusce vitae
diam risus.

Volkwagen Service icons are Nobody knows your Volkswagen better than we do. Das Auto logo is standard
standard on all Volkswagen on all Volkswagen Service
Service communication. Volkswagen Parts Expertise
communication.

HomeTown Motors Dealer details appear in

centre bottom typeset in
123 Main Street, Hometown. (000) 123 4567
VW Headline.
www.hometownvw.co.za
21 Contents < > Start Contents Introduction Das Auto Visual Elements Brand Retail Offers Close

Economy Packages Visit us on vw.co.za and find us on facebook.com/vwsa

Dealer mailer

Nobody knows your Volkswagen better than we do. Image.

Volkswagen Parts Expertise

Economy Packages ribbon

Headline typeset in
Volkswagen Headline Geniune Economy device is standard on
AutoMotionall Economy Packages
Headline. Deals Packages
in white on a blue strip.
retail communication.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

100% 100% 100%
Duis id enim vitae neque tincidunt vehicula
Volkswagen
vitae at risus. Volkswagen Volkswagen
Cras rhoncus nisl a velit dignissim nonService
dapibus turpis Service Service
rutrum. Etiam a massa felis. Quisque libero orci, sodales
Body copy typeset in
vel euismod eget, mattis sit amet mi. Suspendisse cursus
Volkswagen Utopia. mattis augue, sed feugiat ante interdum posuere. Mau-
ris neque nibh, semper vel sagittis quis, imperdiet quis
libero.

In condimentum interdum nisi. Suspendisse lectus dolor,

porttitor at cursus eu, commodo eget diam. Fusce vitae
diam risus.

Lorem ipsum dolor sit amet:

Lorem Ipsum Dolor Lorem Ipsum

Lorem R R R R R
Table is typeset in
Ipsum R R R R R
Volkwagen Service icons are Dolor R R R R R
Volkswagen Utopia.
standard on all Volkswagen Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Service communication.
Nobody knows your Volkswagen better than we do. Das Auto logo is standard
on all Volkswagen Service
Volkswagen Parts Expertise
communication.

Dealer details appear in

HomeTown Motors centre bottom typeset in
123 Main Street, Hometown. (000) 123 4567 VW Headline.
www.hometownvw.co.za