Click to view different ad backgrounds

ALTIMA
HEADLINE
Innovation Pays off the visual and speaks to the
that excites emotional benefit of the innovation.
BODY COPY
Blind Spot Warning • Lane Departure Warning • Moving Object Detection

Supports the emotional claim in the

headline by describing the feature or
innovation in human-centric terms.
Tone is direct, conversational, friendly.
INNOVATIVE BENEFITS
Up to three benefits.
NISSAN TABLET
A bold design device that makes our
brand instantly recognizable and
consistent across the globe.
TAGLINE
“Innovation that excites” is contained
in the tablet.”
IMAGE
The main image and the headline work
together to convey a conceptual idea
that includes the Nissan wink.
BACKGROUND COLOR
Bold, simple and distinctly Nissan.
Our backgrounds use the Nissan palette of
red, black or white (blue for zero emission).

AD ELEMENTS

HOW WE TELL A STORY WITH FEELING

Our ads are always conceptual. They tell a story about how wink. Every ad is built with a set of elements that, when
a product or innovation inspires a certain emotion – how consistently used, ensure our brand always looks the same.
it makes the driver feel. And the story includes the Nissan See other examples included in the Showcase section.

LOOK & FEEL: AD ELEMENTS

 NISSAN TABLET:

NISSAN BRAND LOGO:

TAGLINE: Innovation
that excites

THE NISSAN TABLET

The Nissan Tablet is a dominant element of every creative execution and makes our
communications instantly recognizable across the globe.
The primary Nissan Tablet contains the Nissan brand logo and tagline. A secondary Nissan
Tablet features the Nissan brand logo but the tagline remains a separate element for
legibility with Highway OOH billboards, small sizes and Digital applications.

LOOK & FEEL: THE NISSAN TABLET

 Innovation Innovation
that excites that excites

PRIMARY TABLET:
Out of Home, Print, Brochure, Brand Application (corporate,
non-vehicle or cross-vehicle), Non-product (authorized service or
technology names only).

TABLET

NISSAN TABLET
VARIATIONS
The default Nissan Tablet color is red.
Tablet may also be black to accommodate a red background.
Tablet length is fixed according to tablet type. SECONDARY TABLET:
The tagline can be placed outside of the tablet for greater legibility
(for applications such as OOH along highways or sizes where the
See VI Guidelines for more information. tagline would be smaller than 7.5 pts). The black tablet is not to be
utilized on any Digital Media.

LOOK & FEEL: THE NISSAN TABLET

BACKGROUND
COLOR
Bold color plays an integral role in our Tone &
Manner, serving as the background color for our
graphic storytelling. Our palette is limited to
ensure impact, recognition, and consistency.
Red, white, black may be used flat or with a RED WHITE BLACK
The primar y brand Simple, clean and Dramatic, premium,
gradated glow. These gradients can be used honest, evoking trust. confident and strong.
as background or in graphics. Gradations can c olor, is bold,
passionate, energetic.
be linear, radial, diagonal or custom, based on
creative needs.
Gray is an additional color that is used only for click for color breakdown click for color breakdown click for color breakdown
typography and graphics.
See VI Guidelines for more information.

LOOK & FEEL: BACKGROUND COLOR

 Nissan. Innovation that excites. TM

Nissan. Innovation that excites. TM

NISSAN 370Z ®
NISSAN ALTIMA SEDAN ®

Shouldn’t you drive something you love? Absolutely. And that’s what inspires our innovation. We look at every part of your drive and ask
Shouldn’t
how can we make this better, smarter and more fun. So when you get in your new Z,® you’ll feel how exciting the answers canyou
be: drive something you love? Absolutely. And that’s what inspires our innovation. We look at every part of your drive and ask
how can we make this better, smarter and more fun. So when you get in your new Altima, you’ll feel how exciting the answers can be.
SynchroRev Match.® The world’s Variable Valve Event and Lift Lightweight aluminum suspen- Integrated gauge pod. The main
first rev-matching manual transmis- (VVEL) technology for quicker sion components and super- instrument cluster adjusts with
High MPG. A best-in-class Alert and aware. Available Fast-thinking. The new Right on track. Active Understeer
sion puts a seamless downshift in response and a broader torque light forged alloy wheels give you the steering column, so you always
38 MPG on the highway gets Blind Spot Warning system Advanced Drive-AssistTM Display Control reads the cornering situa-
the palm of your hand every time – curve. 332 horsepower has never quick response and impressive have a clear view of the gauges.
helping to keep the chassis balanced been more exhilarating. grip while helping provide a smooth,
you 684 miles on a tank. Bring
1
helps detect other vehicles, lets you scan info quickly, tion and works behind the scenes
in enthusiastic driving. controlled ride. snacks – you could get pretty when you’re changing lanes.2 helping minimize time spent to help you steer through the turn.
hungry between stops. looking away from the road.3

Los folletos de Nissan también están disponibles en español. Para descargar el PDF, visita:
NissanUSA.com/folletos-espanol
Los folletos de Nissan también están disponibles en español. Para descargar el PDF, visita:
And follow Nissan on: NissanUSA.com/folletos-espanol

And follow Nissan on:

THE
VISUAL
visit NissanUSA.com/370Z
Facebook® is a registered trademark of Facebook, Inc. YouTube ® is a registered trademark of Google Inc.
visit www.NissanUSA.com/altima
SHIFT_
PRINTED IN USA.
1 Ward’s Upper Middle Sedan Class segment. 2013 Altima 2.5 S vs. 2012 competitors, excluding hybrids and diesels. 2013 Altima 2.5 S EPA fuel economy estimate
38 MPG hwy. 684 miles on a tank based on 38 MPG hwy and an 18-gallon tank. Actual mileage may vary with driving conditions – use for comparison purposes only.
2 The Blind Spot Warning System is not a substitute for proper lane change procedures. The system will not prevent contact with other vehicles or detect every vehicle

or object around you. 3 Driving is serious business and requires your full attention. Even with Advanced Drive-AssistTM Display, only use phone or other communication
devices when safe. Facebook® is a registered trademark of Facebook, Inc. YouTube ® is a registered trademark of Google Inc.

SHIFT_

SOLUTION
PRINTED IN USA.

Nissan’s visual language is simple yet boldly energetic.

Our imagery of our products, environment and/or talent
is confident and conceptual, working with copy and
composition to tell a human-centric story – with a wink. NISSAN
We never simply document our vehicles, we capture
their very character and highlight the best of Nissan’s
QASHQAI
automotive design.
Our lighting is clean and emotive. We use dramatic
lensing, angle and crop to add impact to the story we
are telling, while taking care to bring out each vehicle’s
distinct personality.
Our backgrounds are simple and monochromatic,
working within our Nissan color palette to bring focus
and consistency to all communications.

LOOK & FEEL: THE VISUAL SOLUTION

 THE
When presenting a vehicle’s interior, we must capture
the character of Nissan’s human-centric design, materials
and features.

INSIDE
Like our exterior imagery, our interior lighting is clean and emotive,
our perspective dramatic and inviting. Interior imagery should help
our target envision the experience of being inside a Nissan.

STORY
The tactile character of the materials, the ergonomic design
and useful technology should always communicate quality
and attention to detail.

LOOK & FEEL: THE INSIDE STORY

OUR COPY

LOOK & FEEL: OUR COPY

HOW WE PORTRAY
OUR TALENT
Like our target customer, our talent is Nissan talent is ethnically diverse,
confident, energetic, ambitious, and full reflecting our global reach, and tends
of life. Physically and stylistically, they to have an urban sensibility.
are natural and believable, never artificial
Talent never overshadows the car. Our
or too trendy. Like the wink in our tone
talent demonstrates the human-centric
and manner, they are just outside the
values of our products.
mainstream, with a subtle wit.

LOOK & FEEL: OUR TALENT

ONE
Like our on-screen talent, the voices we cast are
very believable, with natural emotion, and have a
distinct vocal character. They are never generic.
They project an easy confidence, without
BRAND.
VOICE.
sounding arrogant. And they have a subtle
playfulness and wit, the Nissan wink.
A single Nissan voice for each country
or region/language is recommended.

LOOK & FEEL: OUR TALENT

MUSIC
& SOUND
All Nissan music should be selected to build a stronger
emotional connection to our brand.
Music should enhance both the vehicle and the film concept.
It is always relevant to the target.
Music can also be part of the wink. For example, we may
take a famous track and use it in an unexpected way or
use an unconventional cover version of the original.

LOOK & FEEL: MUSIC & SOUND

AREAS WE
DON’T
RELIGION
DISRESPECTING COMPETITORS
GRATUITOUS SEX

PLAY IN:
POLITICS

There are certain territories that are out of bounds

for the Nissan brand:

LOOK & FEEL

NISSAN

SHOWCASE
A glimpse into the creative possibilities.

This section of the Creative E xpression Guide is an ever-evolving

showcase, featuring work from every region, selected for its exceptional

creativ it y a s well a s it s bra nd c onsistency. Check back of ten for

examples of how the Brand Communication Cadence is brought to

life across all media. (Please note: older Tablet and Tagline treatment

is displayed. Refer to the VI guidelines for Brand Identity updates).

TELEVISION ADVERTISING
Our television spots are narrative storytelling, demonstrating how Nissan innovations add something special or
valuable to the characters’ lives. They always have a distinct cinematic aesthetic, point of view, and a Nissan wink.
Previous Nissan branding displayed. Please refer to the current Nissan VI for up-to-date branding guidelines for TV Advertising.
Note: all TV spots after April 2013 should utilize the new Television Sign-Off.

SHOWCASE: CREATIVE CAMPAIGNS

 AUSTRALIA’S MOST
POWERFUL TRADIE
+2
DUALIS+2 WITH TWO EXTRA SEATS.
Nissan. Innovation that excites. Ti-L model shown.

OUT OF HOME
These examples, including the global airport campaign, show off the power of the Nissan palette and its bold simplicity.
Previous Nissan branding displayed. Please refer to the current Nissan VI for up-to-date branding guidelines for OOH.

SHOWCASE: CREATIVE CAMPAIGNS

 NISSAN MURANO
INSPIRING THE CITY WITH ELEGANCE
The city is waiting in anticipation: Nissan Murano is ready to conquer its
prospects and streets with elegance and power.
Feel the harmony of ideas and technologies in perfect comfort. Enjoy the high
sky over the sunroof. Hear the deep and noble sound of the Bose™ sound
NISSAN
system. Find out what kind of inspiration would its dynamic engine give you.
MURANO And enjoy the effect.
ALL MODE 4×4-i
2.5 DCi 190ps 6AT /
Nissan. Innovation that excites.
450Nm
Antiscratch paint

NISSAN MURANO
NISSAN EVALIA. FAMILY RESISTANT. DUALIS+2 WITH TWO EXTRA SEATS.
INSPIRING THE CITY WITH ELEGANCE READY TO TAKE UP YOUR FAMILY’S 7 seats means there’s flexibility for life today and whatever comes along
The city is waiting in anticipation: Nissan Murano is ready to conquer its EVERYDAY CHALLENGES. in the future. And with sophisticated styling, it’s proof that a proper family
prospects and streets with elegance and power.
Feel the harmony of ideas and technologies in perfect comfort. Enjoy the high
The Nissan Evalia is the ideal aid to gather your family together. It was car needn’t look like one. To see more of the stylish family option with the
sky over the sunroof. Hear the deep and noble sound of the Bose™ sound
specially designed and shaped for all your adventures: picking up the practicality of extra space, visit nissan.com.au
NISSAN children at school, a nice afternoon at the beach or a picnic in the
system. Find out what kind of inspiration would its dynamic engine give you. countryside; it’s always willing to take you everywhere. You just need
MURANO And enjoy the effect. to challenge your imagination.
NISSAN

EVALIA
Nissan. Innovation that excites. Nissan. Innovation that excites.
ALL MODE 4×4-i
2.5 DCi 190ps 6AT /
7 seats
Only 4,40m length
DU ALIS+2
450Nm
Up to 2900L load space
Antiscratch paint

+2

Ti-L model shown.

DUA0215
www.nissan.country

www.nissan.co.za

TBWA\HUNT\LASCARIS 129094
OPTIMAL PERFORMANCE THROUGH
AFFORDABLE AND RELIABLE PARTS.
With continuous favorable ranking in the Kinsey Report, Nissan has
undeniably some of the most cost effective vehicles on the market.
All Nissan parts are built to the highest quality standards making them
NISSAN
extremely reliable, and we are also committed to providing affordable
NISSAN parts so that our vehicles are a pleasure to maintain. In this way, Nissan NAVARA XXX
GENUINE has optimised performance and minimized pricing to bring you a better 1,100 kg Payload
PARTS Nissan driving experience.
2,700 kg max
Towing Capacity
Nissan. Innovation that excites. 2.5 dCi 190 HP

www.nissan.country GO WHERE IT TAKES YOU

The Nissan Patrol’s high ground clearance, low centre of gravity and
intelligent weight distribution mean no challenge is too steep. And with
more than 60 years’ experience, rally-proven off-road engineering and
the raw toughness of authentic 4x4 design, it’s no surprise enthusiasts
rely on the Patrol to get them up, over and around just about anything.
Nissan. Innovation that excites.
NISSAN NAVARA XXXX
IT WORKS. EVEN WHEN YOU DON’T.
We know what drives you and that’s why so many of you drive us. It takes a tough pickup to keep up with you and
your life. The excitement you feel when a job goes well is the same as when you hit the weekend with an action
www.nissan.co.za
packed days. Which is what makes the Nissan Navara a perfect partner for you on and off the job: exhilarating
performance, robust chassis, comfortable interior and a category leading bed. All of which makes play easy work.

TBWA\HUNT\LASCARIS 211323
Nissan. Innovation That Excites.

PRINT
Our print ads tell the story of human-centric innovation distinctly and graphically, with a wink.
Previous Nissan branding displayed. Please refer to the current Nissan VI for up-to-date branding guidelines for Print Ads.
SHOWCASE: CREATIVE CAMPAIGNS
 2013
ALTIMA SEDAN
®

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2013
ALTIMA SEDAN
®

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2013
cube ®

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NISSAN
QASHQAI

BROCHURE COVERS
A consistent palette, combined with dynamic angles and lensing, makes these brochure
covers a powerful brand statement across the globe.
Previous Nissan branding displayed. Please refer to the current Nissan VI for up-to-date branding
guidelines for Brochure Covers.
SHOWCASE: CREATIVE CAMPAIGNS