营销策划 -吉利汽车GEELY+品牌VI手册 Geely Auto Communication Guidelines (New Energy 2025)

Geely

Auto

Communication

Guidelines

(New

Energy2025)S

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ELYDISCLAIMERLEGALDISCLAIMERPLEASEREADTHEFOLLOWINGTERMS(THE“AGREEMENT")CAREFULLYBEFOREUSINGGEELY

AUTOCOMMUNICATIONGUIDELINES(NEWENERGY2025)

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11.0INTRODUCTIONWelcome&Introduction

03ExplanationofGuide&Use

04TableofContents

052WelcometotheGeelyAutoCommunicationGuidelines.Withinthisdocument,you’llfindeverythingyouneedtocreateon-brand,dynamic

andeffectivecommunicationsthatlook,feeland

soundlikeGeely.Coveringeverythingfromlogosand

color

palettes

toimageryandToneof

Voice,

these

guidelines

will

helpyoucreatematerialsthat

not

only

alignwithour

brandstrategy

butalsoradiatethe

surprising

anduplifting

Geely

essence.Yourjourneytoproducingon-brand,dynamic,

andimpactfulcommunicationsstarts

here.WELCOME&INTRODUCTION

31.11.0

INTRODUCTION

Explanation

of

Guide

&

UseOurcommunicationguideisdesignedtobeyourtrustedcompanioninnavigatingtheworldofGeelyAuto.Whetheryou'reanoviceoran

expert,thisresourceoffersclearandconciseinstructions,insights,

andtipstohelpyoumakethemostoutofyour

journey.TableofContentsEffortlesslynavigatethisguide

by

utilizing

theTableofContents

as

your

reliableroadmap.Clickonyourdesired

chapter

for

seamless,one-stepaccess,utilizing

it

as

yourconvenientshortcut.ConfidenceGainconfidenceinyour

decisions

andactions

byrelying

on

a

trustedsource.ClarityOurguideprovides

step-by-stepexplanationsthatareeasyto

follow,

ensuringaseamless

experience.Need

Help?Ifyouhaveany

questions

or

need

further

guidanceasyouexplorethis

guide,

don't

hesitateto

reachout.41.0

INTRODUCTION

Table

of

Contents1.0INTRODUCTION

02Welcome&Introduction

03Explanation

of

Guide&Use

04Table

of

Contents

052.0

OUR

STORY

08Brand

History

09The

Next

Phase153.0BRANDFOUNDATION16Brand

Intro

17Brand

Purpose

18Brand

Value

19Mission&Vision

20Brand

Positioning

21Brand

Promise

26Manifesto

27Audience

28Audience

Segments

294.0

BRAND

STORY

30&EXPRESSIONBrandArchetype

31Brand

Personality

33Tone

of

Voice

35VerbalStyle

39How

We

Speak

40Verbal

Style

Do’s&

Don’ts

41Tone

of

Voice

Headlines43Before&After

Examples

445.0

BRANDFUNDAMENTALS

455.1LOGO

46Introduction

47LogoComponents

49Collection

of

Logos

50Clear

Space&Minimum

Sizes51Logo

Color

Usage55Logo

Placements

56Logo

Application

Planning57IncorrectApplicationExamples

585.2COLOR

60Introduction

61Brand

Color

62Neutral&Full

Colors

63Neutral

Gradient64Multicolor

Gradient

65Cropping

Considerations66PrimaryColorPalette

67ExtendedColorPalette

68Color

Ratio

Principles&

Examples

69Text

Color

Combinations

72ConnectingColorstoImageTones

73ColorGradientUsage

74MulticolorGradientUsage

79SolidColorUsage

80Neutral&Full

Color

Overview

845.3

TYPOGRAPHY85Introduction

86PrimaryTypeface

87Secondary

Typeface

89Typeface

Usage

90Type

in

Use

92IncorrectApplicationExamplesiew

935.4PRODUCT

94ProductNamingBasic

Rules

95Product

Name

Typeface&Lock

up97Product

Name

Placing986.0BRANDFRAMEWORK100&

SYSTEMLayout

Principles

101Key

Layouts

1026.1

LOGOSIZE&

MARGIN103Our

Measurement

Tool

104Logo

Size&

Margins

105Logo

Measurement

System106End

Frame

Layouts

1076.2FULLSCREEN

LAYOUTS111Our

Framework

112LogoProportionandPosition

113Full

Screen

Layout

Examples

114Full

Screen

Layout

Overview1296.3MOTIF

LAYOUTS

130The

Motif

131BasicMotifLayouts

132InformationMotifLayouts

137MotifLayouts

1426.4

ALTERNATIVE

LAYOUTS

144Frame

in

Vertical

Sizes

145Frame

in

Horizontal

Sizes146AlternativeSizesLayoutExamples1477.0

ICONOGRAPHY

149Our

Iconography’s

Design

Language

150BrandIconDesignSpecifications

151Brand

Icon

Collection

156

59.4

DIGITAL

236DOOH

237Social

Media

Profile240SocialMediaTemplates

241Multimedia

End

Frame

Sign

Off243Geely

Auto

APP

244Official

Website

245Mobile+

PC

Terminal

246Online

Meeting

Background247Online

Banner

2489.5RETAIL

ENVIRONMENTAL249APPLICATIONSRetailExteriorIdentifierSignage250Reception

251Point-of-SaleDisplaySpecifications252Meeting

Area

253CarDisplaySpecifications

254Delivery

Area

255In-storeDigitalExperiences

2569.6

CONFERENCES&EVENTS

257ConferenceBackgroundBoard

258Pull-up

Banner

259Outdoor

Advertising

Flag26010.0BRANDMOTIONBEHAVIOR

26110.1

MOTIONBASICS

262Introduction&Overview

263MotionCurve

26510.2LOGOTRANSITION

266Symbol

Animation

267Logo

Bug

268Logo&Background

Color

271Do

Not’s2728.0BRAND

ARTDIRECTION158Overview&Introduction

159Our

Principles&

Pillars

160Lifestyle162Casting

163Product&Environment164Product

Features&Details

168Composition

169Styling&Color170Light&Shadows171Multi-SensoryExperiential

172Do

Not’s173License

Plates177Nameplate

1789.0

BRAND

APPLICATIONS17916:9

1801:1

1813:4

1829:16

183A4

184Price

Communication185Legal

186Dealership

Info187Typography

Ratio188Campaign

Logo189Composition

190Logo

Expansion

1929.1SALESBROCHURE&

PRINT

193Format

Size&

Grid

194Cover195Internal

Spread196Back

Cover

197Magazine

Ad198Sticker1999.2INTERNALCORPORATE200CULTUREAPPLICATIONSExterior

Signage

201ReceptionInteriorWall

202Text&Graphic

Signage

203Pull

Up

Banner

204Business

Card205Letterhead

206Envelope

207Email

Signature208PowerPointTemplate

209Employee

ID

Pass

211Visitor

ID

Pass

212InvitationCard

213InformationPack

214Event

uniform

2159.3LIFESTYLE&MERCHANDISE

216Professional&Lifestyle

217MerchandiseOurGraphicalElements

220Tote

Bag

221Professional

Bag

224Water

Bottle

225Cap

228Hoodies&Shirts229Notebook

230Mug

232Coffee

Cup233Power

Bank

234Overview

Lifestyle&

235Merchandise6

1.0

INTRODUCTION12.0

BRANDBEHAVIOR

349BrandAssociations

350Partnership

Approach353Partnerships

That

Inspires

Us354Our

Content

Pillars355OurCommunicationPrinciples

358CommunicationPrinciplesSummary36513.0

APPENDIX

36613.1MODELAPPLICATIONSPECS367Model

Icon

368Model

Font

369Nameplate

370Cover

Template

of

371AttachedManualClassificationofDifferentLogo/

372

Icon

InfoPlacementSpecifications

37313.2FACILITIESAPPLICATION

376Typeface

for

Sign

Design

377StandardforInstallation

378ofOutdoorSignageCompany

Flag381Pillar

Signage382Bulletin

Board383OutdoorSign

384Entrance

Sign

385Reception

Signboard

387Company

Name

Signboard388Text

Signage389Graphic

Sign

390Window

Billboard391Room

Signboard

392DepartmentSignboard

393Public

Facility

Signboard

394DirectionSign

39510.3

LOGOEND

CARD

273Overview

274Single

Frame

275Multiple

Frames

27910.4MOTIF

28310.5

FULLFRAME

29110.6

TYPOGRAPHYINMOTION299Overview

300Motion

Curve301Supers

302Tagline&Endframe

308Lower

Thirds

309Subtitles

31310.7CO-BRANDING

31511.0

BRANDSOUND

32011.1

OVERVIEW322Sound

Application

Roadmap323Keywords&Sound

Palette

32411.2

SOUNDLOGO32511.3

MUSIC

33311.4

BRANDVOICE

33911.5

SOUNDDESIGN343Floor

Index

Card

396Wall-mountedSignage

397Floor

Sign398Projecting

Sign

399mmm

71.0

INTRODUCTION2.0

OURSTORYOurStory

09The

Next

Phase

1

58

Fromourveryfirstcaroffthe

line,

we’ve

beenupholdingthreecoreprinciples,witha

mission

ofmaking

mobility

inclusive:.Providingthe

highest

value

for

our

users

Deliveringhigh-qualityproductsand

experiences

Constantinnovationintechnology,safetyand

design92.0

OURSTORYLET’SGOBACKTOTHEBEGINNINGOurstory

beganin

Zhejiang,

China

in

1986.We

soon

became

the

firstprivately-ownedChineseautomaker.BUTHOWDIDWEGETHERE?Our

historytellsthestory

of

the

four

drivers

thathave

broughtour

brandtothis

extraordinary

moment.2.0

OURSTORYINTHEYEARSSINCE,

WE’VEEXPANDEDACROSSTHEGLOBEEachstep

inourjourney

has

brought

us

closer

to

moreinclusive

mobility,a

high-valueecosystemthat

enables

peopleto

seethe

world

in

full.10

2.0

OURSTORYHOWDID

WEGETHERE?VALUEOurcommitmenttoofferinghighvalueto

ourusersisreflectedin

every

strategic

decision.INNOVATIONWecontinuetodemonstrateour

pursuitofthemostadvancedtechnologicalinnovations.GLOBALIZATIONOurjourneyintoglobalization,beginningin2002,shapes

our

identity.NEWENERGYDEVELOPMENTOurearlyadoptionof

newenergy

developmentunderscoresourdedicationtosustainable

solutions.

112.0

BRANDHISTORYWE’VEBEENREFININGOURVISION...2005GeelyAutomakes

its

international

debutatthe

Frankfurt

MotorShow.2007GeelyAutoundergoes

a

strategic

transformationtomakecars

that

competeontechnology,quality,

andvalue.2001GeelyAuto

becomesthefirstprivately-ownedcarmakerto

be

licensedin

China.2002Geelyis

rankedas

China's

topbrandandstarts

its

global

business

expansion.1998ThefirstGeelyAutovehicle

comes

offtheline,with

a

vision

of

making

carsaccessibletoeveryone.1997Geelyenterstheautomotive

industry.1986Geelywasfounded.122010ZhejiangGeely

Holding

Groupacquires100%

ofthe

sharesofVolvoCar

Corporationfromthe

Ford

MotorCompany.2012Geely

Holding

becomesa

Fortune500

company.2013Geely

HoldingestablishesChina

EuroVehicleTechnology

(CEVT).2014GeelyAutoannounces

a

newvalue-ledbrand

positioning

of‘Making

RefinedCarsfor

Everyone’.2018Geely

Holdingacquiresa9.69%

stake

in

Daimler.2020Geely

Holdingestablishes

asmartglobaljointventure

withMercedes-Benz.2015The

BlueGeely

Initiativeis

launched.2016GeelyAutoGroup

publishestheCMA

platformwitha

focus

on

safety.2020Geely

Holding

launchestheSustainable

Experience

Architecture

(SEA)platform.2021Geely

HoldingestablishesZEEKR

IntelligentTechnology.

132016The

LYNK&CO

brand

launches,andtheGeely

New

EnergyCommercialVehicleisintroduced.2017Geely

Holdingacquiresa

minority

stakein

PROTONand

a

majority

stake

in

Lotus.2021Leishen

Powertrainintroducesthemulti-energy

powertraintechnology.2.0

BRANDHISTORY2023GeelyAutolaunches

it's

newenergyproduct

lineup,Yinhe.2024Geely

Future

MobilityConstellation

successfullylaunched10

satellites

intoorbitonits

thirdtrajectory,enabling24-hourcoverage

of

90%

oftheglobal

area.2021Geelyofficially

releasesthe"SmartGeely

2025"strategy,markinga

newera

of

intelligent

andelectrifieddevelopment.2022Geely

Future

MobilityConstellation'sfirstninesatellitesaresuccessfully

launched,providingprecise

positioningandconnectivitysupportfor

all

automotive

brandsinthe

Geely

Holding

portfolio2023Geely

Innovation

DesignCenter

Italyisestablished

as

part

of

a

multiculturalglobalnetwork

of

studiossupportingtheefforts

ofGeely

Auto

Group2022Geelyand

Renault

Groupsigna

FrameworkAgreementtocreate

aleading

powertraintechnologycompany.2023Geely

Holdingincreasesits

equity

stakeinAston

Martin

Lagondatoaround17%,

becomingthe

largest

s

takeholderofAston

Martin.2022Geely

Holdingacquiresa

7.60%

shareholdinginAston

MartinLagonda.Geely

Holdingtargetscarbon

neutralityacrossentirevalue

chain

by

2045.2.0

BRANDHISTORY2022142.0

THENEXTPHASEOURJOURNEYISNOWEverylaunch,partnershipand

initiativewe’ve

takenovertheyearshas

led

usto

this

moment.We'renotjustaboutmaking

cars.We’re

creatingalifestyle-onethat'sfulfilling,interconnected

and

sustainable.GeelyAutostandsforabetterway

of

livingthrough

inclusivemobility,andwe’rereadytoshareour

story

withthe

world.

153.0

BRANDFOUNDATIONBrand

Intro

1

7Brand

Purpose

1

8Brand

Value

1

9Mission&Vision

20Brand

Positioning

2

1BrandPromise

26Manifesto