BRAND GUIDELINES

4.0009 | 0305_V1.10
 1.1 //

WHAT IS OUR BRAND?

Our “brand” is what your prospect thinks of when he or she hears your brand name. It’s everything the
public thinks it knows about your name brand offering—both factual (e.g. Made in Austrilia), and emotional
(e.g. I love it!). Your brand name exists objectively; people can see it. It’s fixed. But your brand exists only in
someone’s mind.

WHAT IS VISUAL IDENTITY?

01 // INTRODUCTION

A visual identity is the entire palette of our brand. It is a set

of instuctions that ensures that our brand always reflects our
values. It is the way that we apply our logo and all of the other
elements (type, colors, shapes, sizes, etc.).

WHY IS IT IMPORTANT?
It is essential that every message counts, and that every
manifestation of our brand is clear, unambiguous and adds to
a consistent visual message. By following the same concise,
published instructions we are able to consistently reinforce
values through clear and simple communication, at every level.

LOGO
VISUAL
IDENTITY

BRAND

Turbosmart Brand Guidelines | 4.0009_033018_V1.20

1. 2 //

OUR COLORS
Our color palette is composed of strong, clean colors and
conjures the innovation and sophisticated technology that
Turbosmart delivers to its clients.

01 // INTRODUCTION
LOGO RED LOGO BLUE
PMS PMS
cmyk 0, 96, 98, 0 cmyk 85, 45, 2, 0
rgb 238, 46, 38 rgb 12, 123, 189
hex ee2e26 hex 0c7bbd
lab 53, 70, 53 lab 49, -10, -43 logo colors

DARK RED DARK BLUE BLACK WHITE

PMS PMS PMS PMS
cmyk 0, 96, 98, 20 cmyk 95, 45, 2, 35 cmyk 0, 0, 0, 99 cmyk 0, 0, 0, 2
rgb 197, 39, 29 rgb 0, 85, 136 rgb 197, 36, 29 rgb 248, 248, 248
hex c5241d hex 005588 hex 0b0a0b hex f8f8f8
lab 44, 61, 46 lab 34, -7, -36 lab 3, 0, -1 lab 98, -1, -1
primary colors

20% BLACK 50% BLACK 90% BLACK

PMS PMS PMS
cmyk 0, 0, 0, 20 cmyk 0, 0, 0, 50 cmyk 0, 0, 0, 90
rgb 209, 211, 212 rgb 147, 149, 152 rgb 65, 64, 66
hex d1d3d4 hex 939598 hex 414042
lab 84, -1, -2 lab 62, -1, -2 lab 27, 0, -1
secondary colors

Turbosmart Brand Guidelines | 4.0009_032018_V1.20

 1. 3 // 1. 4 //

Brand Personality Brand tone of voice

Our brand personality defines who we are in human terms. Our Turbosmart as a brand deals with a wide degree of customers
customers are humans and to build deeper cognitive relationships across a varying range of socio-economic demographics and
with these customers we need to use terms that imbue the geographical regions. It is important that when speaking to
Turbosmart brand, while using relatable terms for these customers customers across multiple platforms and many demographics,
that we service. we as a company keep a consistent “tone of voice”. Our tone
of voice is what encapsulates the essence of the Turbosmart
personality, attitude and ‘feel’ when dealing with our public
Turbosmart is: How our consumer should feel:
consumers.
• Innovative • Confident
• Passionate • Accomplished
• Strong • Knowledgeable
• Trustworthy • Authoritative
• Reliable • Smart
• Efficient • Relaxed
• Thought Leading • Inspired
• Competitive • Connected
• Driven • Synonymous with the brand
• Intelligent
• Winning
• Best of breed
• Aspirational
• Performance Driven
• Consumed by Speed
• Powerful

Turbosmart Brand Guidelines | 4.0009_033018_V1.20

1. 5 //

Refreshingly Intelligent
We live in an industry that is always on the verge of innovation. It is important for us to remain refreshingly intelligent.

Turbosmart is a passionate and powerful brand, therefore we should be passionate in the execution of our language, always
remaining technically intelligent, but warm and welcoming. This will help build the brands profile as thought leaders, while not being
so clinical so that it inherently delivers trust into the brands equity. We always want to provide a high-value of exchange, so try and
go above and beyond to create an experience of delight for our customers in our messaging. This allows the tone-of-voice for the
Turbosmart brand to have fun and be enthusiastic, but to know that there is a time for everything.

For example, when advertising a new product to simply list all the facts about a product does not build an emotional connection with
the audience. As a brand, we should be making sure that we connect the intelligent aspects of our products with our passion and
useful application of them.

“Our Wastegates flow 27% more than the nearest competitor”. While the statement is true, it doesn’t convey our passion and would
work fine as a bullet point, but in promoting the product we should always try and imbue the same passion that our logo inspires.
Such as: “Turbosmart Wastegates; engineered for greater flow, to bring you greater performance”.

Turbosmart Brand Guidelines | 4.0009_032018_V1.20

 01 // INTRODUCTION
1. 6 //
About Turbosmart
Turbosmart is a manufacturer of premium components for forced
induction vehicles in the race and street aftermarket automotive
industry.
Turbosmart is the concatenation of two words that symbolizes
what we want to achieve as a brand; to make turbo control
smarter. We believe that every product that we produce creates a
new level of efficient boost control for turbo vehicles, prolonging
the life of turbocharged vehicles.
(Need more verbiage)
Turbosmart Brand Guidelines | 4.0009_030518_V1.10
1. 7 //
Our Logo
Established in 1997 the Turbosmart logo has a strong brand
equity amongst its fans. It is classically timeless, simplistic
and symbolic in its design which allows it to be used in many
applications. This is a registered Trademark across the globe and
is therefore a unique identifier for Turbosmart across the world for
consumers.
The typography is always presented in italic capitals, with the
primary colors of the logo, being red, white and blue.
This accentuates the bold characteristics of a rapid moving,
innovative company. It highlights a rich pedigree of racing with
the symbolic T being a representation of both the historical
classic racing stripe, with the split down the middle being the
representation of cold and hot turbo induction.
Our company colors have strong psychological ties. Red being
associated with physical strength, passion, danger and
speed, while blue harmonizes this effect by offering a feeling
of intelligence, trust, efficiency and freedom. These colors
embody Turbosmart as a brand; we are passionate about
creating innovative and strong products that produce efficient and
reliable results while increasing the performance of your car.
Where possible, the tagline Engineered to Win should
accommodate all branding. Where space does not permit, or
where adding the tagline will inhibit real estate (such as on a
sponsored vehicle placement), then the tagline may be removed.
 01 // INTRODUCTION
Turbosmart Brand Guidelines | 4.0009_032018_V1.20
 1. 8 //

PRIMARY LOGO TYPES

Turbosmart has several applications for the use of its logo and
should accommodate most situations. If you find that there is a
situation whereby the application of the logo does not appear with
the design layout, please contact marketing@turbosmart.com.au
01 // INTRODUCTION

FULL COLOR LOGO W/SLOGAN

NOTE: Please use the tagline (lockup) as the primary application of the logo. Use the
one without the tagline as the backup.

The Full Black and Full White logos are the only single color logos available for use. DO
NOT create single colored logos of the other colors.

Turbosmart Brand Guidelines | 4.0009_033018_V1.20

1. 9 // 1. 4 //

SECONDARY LOGO TYPES LOGO ICON TYPES

The use of the icon is to accommodate the use of the main logo or The use of the icon is to accommodate the use of the main logo or
to be used in applications whereby the primary logo can not be to be used in applications whereby the primary logo can not be
used due to scaling or size. used due to scaling or size.

01 // INTRODUCTION
FULL BW LOGO

FULL BLACK LOGO

FULL BLACK LOGO

FULL WHITE LOGO

FULL WHITE LOGO

NOTE: The Full Black and Full White logos are the only single color logos
available for use. DO NOT create single colored logos of the other colors.

Turbosmart Brand Guidelines | 4.0009_032018_V1.20

 1.14 //

INCORRECT LOGO USAGE

The Turbosmart logo is a symbol people recognize, altering the logo will
weaken its identity and challenge the integrity of the brand.

Here are some examples of what NOT to do with the Turbosmart logo.
01 // INTRODUCTION

X DO NOT change full color of logo

X DO NOT stretch, skew or distort X DO NOT angle or change orientation X DO NOT use different colors

X DO NOT add any effects to logo X DO NOT crop or divide logo

X DO NOT use the older versions X DO NOT place logo on backgrounds that X DO NOT block logo
doesn’t have enough contrast

NOTE: The Full Black and Full White logos are the only single color logos available for use. DO NOT create single colored logos of the other colors.

Turbosmart Brand Guidelines | 4.0009_033018_V1.20

1.14 //

INCORRECT BRAND USAGE

Using Turbosmart branding to represent your business as any entity
owned, controlled or operated by Turbosmart is strictly prohibited.

01 // INTRODUCTION
Turbosmart Brand Guidelines | 4.0009_032018_V1.20
 1. 10 //

POSITIONING OUR LOGO

Placement of the logo is left to the users best judgement.
General rule is it should normally sit in any of the four corners
of a layout. Perferably the upper left or right sections. The logo
must have space to “breathe” and is best grouped closely with HEADLINE HEADLINE
a headlines or other graphic elements.
Logo and headline are
to be align when grouped
01 // INTRODUCTION

Top left Top right

The logo should be positioned so that it is clearly visible

Botton left Bottom right

Turbosmart Brand Guidelines | 4.0009_033018_V1.20

1. 11 //

EXCLUSION ZONE
Proper spacing around the logo is an essential part of our
visual identity. The logo shoul never be positioned too close
to rhe edge of a page. As shown, a minimum distance can
be measured using our “T” icon logo. It is important that we
retain a sense of open space in all applications of our logo. We
should never crowd it with text or other logos.

Turbosmart Brand Guidelines | 4.0009_032018_V1.20

 1. 12 //

MEDIA PLATFORMS

Turbosmart Brand Guidelines | 4.0009_033018_V1.20

1.13 //

RECOMMENDED LOGO SIZES

Logo placement is important for optimal brand awareness. It
needs to be clearly visible on every piece of communication that
we produce.

Minimal sizes for reproduction are below:

• For PRINT, minimum logo size is 1 inch wide
• For Digital, minimum logo size is 100 pixels wide

01 // INTRODUCTION
Recommended sizes on various document sizes:
• 8.5” x 11” 1.75” logo minimum width
• 11” x 17” 2.5” logo minimum width
• 24” x 36” 6.0” logo minimum width

• For larger sizes, please use best judgement to ensure

visibility of logo

For DIGITAL, minimum logo size is 100 px wide

For PRINT, minimum logo size is 1 inch wide

Turbosmart Brand Guidelines | 4.0009_032018_V1.20

 1.15 //

OUR TYPOGRAPHY
Our typography emboies a modern, sleek yet simple san serif faces that
align with the current and approachable nature of our culture.

Roboto Thin Roboto Thin Roboto Thin Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*( ) 123456789!@#$%^&*( )
abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*( ) Roboto Light Roboto Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Roboto Regular 123456789!@#$%^&*( ) 123456789!@#$%^&*( )

ABCDEFGHIJKLMNOPQRSTUVWXYZ Roboto Regular Roboto Italic

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*( ) 123456789!@#$%^&*( ) 123456789!@#$%^&*( )

Roboto Italic Roboto Medium Roboto Medium Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*( )
abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*( )
abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*( ) Roboto Bold Roboto Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Roboto Black 123456789!@#$%^&*( ) 123456789!@#$%^&*( )

ABCDEFGHIJKLMNOPQRSTUVWXYZ Roboto Black Roboto Black Italic

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*( ) 123456789!@#$%^&*( ) 123456789!@#$%^&*( )

Turbosmart Brand Guidelines | 4.0009_033018_V1.20

1. 16 //

TYPOGRAPHIC USAGE
The following is our guide on how to style headlines and text to
ensure consistency across all communications. The way we style
our tyoe is also part of our visual indentity, in addition to the font
choices.

GEN V
OUT NOW
NOTE: The Full Black and Full White logos are the only single color logos available for use. DO NOT create single colored logos of the other colors.

Turbosmart Brand Guidelines | 4.0009_032018_V1.20