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

mmGEELYGeelyAutoCommunicationGuidelines(NewEnergy2025)SEETHEW口RL口DINFULLDISCLAIMERLEGALDISCLAIMERPLEASEREADTHEFOLLOWINGTERMS(THE“AGREEMENT")CAREFULLYBEFOREUSINGGEELYAUTOCOMMUNICATIONGUIDELINES(NEWENERGY2025)(THE“GUIDE").DisclaimerofWarrantiesTheGuideisprovidedonan"asis"and"asavailable"basis.TheGuideexpresslydisclaimsallwarrantiesofanykind,whetherexpressorimplied,including,butnotlimitedtotheimpliedwarrantiesofmerchantability,fitnessforaparticularpurpose,non-infringement.PermittedUsesThecontentsprovidedhereinareintendedsolelyforinternalreferenceandshallnotbeusedforcommercialpurposes.Anyformofdissemination,includingbutnotlimitedtocopying,photographing,isstrictlyprohibited.IntellectualPropertyYouacknowledgeandagreethattheGuidemaycontainproprietaryandconfidentialinformationthatisprotectedbyapplicableintellectualpropertyandotherlawsandregulations.Exceptforthelimitedlicensecontainedherein.nothinginthisAgreementgrantsorshouldbeconstruedtograntanylicensesorrights,byimplication,estoppelorotherwise,undercopyrightorotherintellectualpropertyrights,nopartofthematerials,includingimagesorfonts,availableinthisGuidemaybecopied,photocopied,reproduced,translatedorreducedtoanyelectronicmediumormachine-readableform,inwholeorinpart.Youshallnotremove,change,orobscureanycopyrightnoticeorotherproprietarynoticeortermsofusecontainedintheGuide.ConfidentiallyTheConfidentialInformationshallbekeptconfidentialanytimeandallreasonablemeasureswiththedegreeofcarenotlowerthanwhatappliedtoyourownequallyimportantconfidentialinformationtoavoiddisclosure,atleastwithreasonablecare.IndemnityYouagreetoindemnifyandholdGEELY,oursubsidiaries,assigns,directors,affiliates,officers,agents,employees,orthird-partycontractors,harmlessfromalldamages,costs,liabilities,andanyclaimforcompensationordamagesandforallotheramountsdueunderorpursuanttothisagreementandallcostsofrecoveringsame,includinglegalcostsduetoorarisingoutofyouruseoftheGuide,yourviolationofthisagreement,oryourviolationofanyrightsofanotherentity,orduetoorarisingfromsuchactivitiescarriedoutbyapersonusingthisGuidetowhomyouhaveprovidedaccess.21.0INTRODUCTIONWelcome&Introduction03ExplanationofGuide&Use04TableofContents053WELCOME&INTRODUCTIONWelcometotheGeelyAutoCommunicationGuidelines.Withinthisdocument,you’llfindeverythingyouneedtocreateon-brand,dynamicandeffectivecommunicationsthatlook,feelandsoundlikeGeely.CoveringeverythingfromlogosandcolorpalettestoimageryandToneofVoice,theseguidelineswillhelpyoucreatematerialsthatnotonlyalignwithourbrandstrategybutalsoradiatethesurprisingandupliftingGeelyessence.Yourjourneytoproducingon-brand,dynamic,andimpactfulcommunicationsstartshere.41.0INTRODUCTIONExplanationofGuide&UseOurcommunicationguideisdesignedtobeyourtrustedcompanioninnavigatingtheworldofGeelyAuto.Whetheryou'reanoviceoranexpert,thisresourceoffersclearandconciseinstructions,insights,andtipstohelpyoumakethemostoutofyourjourney.TableofContentsEffortlesslynavigatethisguidebyutilizingtheTableofContentsasyourreliableroadmap.Clickonyourdesiredchapterforseamless,one-stepaccess,utilizingitasyourconvenientshortcut.ConfidenceGainconfidenceinyourdecisionsandactionsbyrelyingonatrustedsource.ClarityOurguideprovidesstep-by-stepexplanationsthatareeasytofollow,ensuringaseamlessexperience.NeedHelp?Ifyouhaveanyquestionsorneedfurtherguidanceasyouexplorethisguide,don'thesitatetoreachout.51.0INTRODUCTIONTableofContents1.0INTRODUCTION02Welcome&Introduction03ExplanationofGuide&Use04TableofContents052.0OURSTORY08BrandHistory09TheNextPhase153.0BRANDFOUNDATION16BrandIntro17BrandPurpose18BrandValue19Mission&Vision20BrandPositioning21BrandPromise26Manifesto27Audience28AudienceSegments294.0BRANDSTORY30&EXPRESSIONBrandArchetype31BrandPersonality33ToneofVoice35VerbalStyle39HowWeSpeak40VerbalStyleDo’s&Don’ts41ToneofVoiceHeadlines43Before&AfterExamples445.0BRANDFUNDAMENTALS45Introduction47LogoComponents49CollectionofLogos50ClearSpace&MinimumSizes51LogoColorUsage55LogoPlacements56LogoApplicationPlanning57IncorrectApplicationExamples585.2COLOR60Introduction61BrandColor62Neutral&FullColors63NeutralGradient64MulticolorGradient65CroppingConsiderations66PrimaryColorPalette67ExtendedColorPalette68ColorRatioPrinciples&Examples69TextColorCombinations72ConnectingColorstoImageTones73ColorGradientUsage74MulticolorGradientUsage79SolidColorUsage80Neutral&FullColorOverview845.3TYPOGRAPHY85Introduction86PrimaryTypeface87SecondaryTypeface89TypefaceUsage90TypeinUse92IncorrectApplicationExamplesiew935.4PRODUCT94ProductNamingBasicRules95ProductNameTypeface&Lockup97ProductNamePlacing986.0BRANDFRAMEWORK100&SYSTEMLayoutPrinciples101KeyLayouts102OurMeasurementTool104LogoSize&Margins105LogoMeasurementSystem106EndFrameLayouts1076.2FULLSCREENLAYOUTS111OurFramework112LogoProportionandPosition113FullScreenLayoutExamples114FullScreenLayoutOverview1296.3MOTIFLAYOUTS130TheMotif131BasicMotifLayouts132InformationMotifLayouts137MotifLayouts1426.4ALTERNATIVELAYOUTS144FrameinVerticalSizes145FrameinHorizontalSizes146AlternativeSizesLayoutExamples1477.0ICONOGRAPHY149OurIconography’sDesignLanguage150BrandIconDesignSpecifications151BrandIconCollection15661.0INTRODUCTION8.0BRANDARTDIRECTION158Overview&Introduction159OurPrinciples&Pillars160Lifestyle162Casting163Product&Environment164ProductFeatures&Details168Composition169Styling&Color170Light&Shadows171Multi-SensoryExperiential172DoNot’s173LicensePlates177Nameplate1789.0BRANDAPPLICATIONS17916:91801:11813:41829:16183A4184PriceCommunication185Legal186DealershipInfo187TypographyRatio188CampaignLogo189Composition190LogoExpansion1929.1SALESBROCHURE&PRINT1FormatSize&Grid194Cover195InternalSpread196BackCover197MagazineAd198Sticker1999.2INTERNALCORPORATE200ExteriorSignage201ReceptionInteriorWall202Text&GraphicSignage203PullUpBanner204BusinessCard205Letterhead206Envelope207EmailSignature208PowerPointTemplate209EmployeeIDPass211VisitorIDPass212InvitationCard213InformationPack214Eventuniform2159.3LIFESTYLE&MERCHANDISE216Professional&Lifestyle217MerchandiseOurGraphicalElements220ToteBag221ProfessionalBag224WaterBottle225Cap228Hoodies&Shirts229Notebook230Mug232CoffeeCup233PowerBank234OverviewLifestyle&235Merchandise9.4DIGITAL236DOOH237SocialMediaProfile240SocialMediaTemplates241MultimediaEndFrameSignOff243GeelyAutoAPP244OfficialWebsite245Mobile+PCTerminal246OnlineMeetingBackground247OnlineBanner2489.5RETAILENVIRONMENTAL249APPLICATIONSRetailExteriorIdentifierSignage250Reception251Point-of-SaleDisplaySpecifications252MeetingArea253CarDisplaySpecifications254DeliveryArea255In-storeDigitalExperiences2569.6CONFERENCES&EVENTS257ConferenceBackgroundBoard258Pull-upBanner259OutdoorAdvertisingFlag26010.0BRANDMOTIONBEHAVIOR26110.1MOTIONBASICS262Introduction&Overview263MotionCurve26510.2LOGOTRANSITION266SymbolAnimation267LogoBug268Logo&BackgroundColor271DoNot’s272mmm71.0INTRODUCTION10.3LOGOENDCARD273Overview274SingleFrame275MultipleFrames27910.4MOTIF28310.5FULLFRAME29110.6TYPOGRAPHYINMOTION299Overview300MotionCurve301Supers302Tagline&Endframe308LowerThirds309Subtitles31310.7CO-BRANDING31511.0BRANDSOUND320SoundApplicationRoadmap323Keywords&SoundPalette32411.2SOUNDLOGO32511.3MUSIC33311.4BRANDVOICE33911.5SOUNDDESIGN34312.0BRANDBEHAVIOR349BrandAssociations350PartnershipApproach353PartnershipsThatInspiresUs354OurContentPillars355OurCommunicationPrinciples358CommunicationPrinciplesSummary36513.0APPENDIX36613.1MODELAPPLICATIONSPECS367ModelIcon368ModelFont369Nameplate370CoverTemplateof371AttachedManualClassificationofDifferentLogo/372IconInfoPlacementSpecifications37313.2FACILITIESAPPLICATION376TypefaceforSignDesign377StandardforInstallation378ofOutdoorSignageCompanyFlag381PillarSignage382BulletinBoard383OutdoorSign384EntranceSign385ReceptionSignboard387CompanyNameSignboard388TextSignage389GraphicSign390WindowBillboard391RoomSignboard392DepartmentSignboard393PublicFacilitySignboard394DirectionSign395FloorIndexCard396Wall-mountedSignage397FloorSign398ProjectingSign3992.0OURSTORYOurStory09TheNextPhase1582.0OURSTORYLET’SGOBACKTOTHEBEGINNINGOurstorybeganinZhejiang,Chinain1986.Wesoonbecamethefirstprivately-ownedChineseautomaker.Fromourveryfirstcarofftheline,we’vebeenupholdingthreecoreprinciples,withamissionofmakingmobilityinclusive:.ProvidingthehighestvalueforourusersDeliveringhigh-qualityproductsandexperiencesConstantinnovationintechnology,safetyanddesign910102.0OURSTORYINTHEYEARSSINCE,WE’VEEXPANDEDACROSSTHEGLOBEEachstepinourjourneyhasbroughtusclosertomoreinclusivemobility,ahigh-valueecosystemthatenablespeopletoseetheworldinfull.BUTHOWDIDWEGETHERE?Ourhistorytellsthestoryofthefourdriversthathavebroughtourbrandtothisextraordinarymoment.VALUEOurcommitmenttoofferinghighVALUEOurcommitmenttoofferinghighvaluetoourusersisreflectedineverystrategicdecision.INNOVATIONWecontinuetodemonstrateourpursuitofthemostadvancedtechnologicalinnovations.GLOBALIZATIONOurjourneyintoglobalization,beginningin2002,shapesouridentity.NEWENERGYDEVELOPMENTOurearlyadoptionofnewenergydevelopmentunderscoresourdedicationtosustainablesolutions.2.0OURSTORYHOWDIDWEGETHERE?2.0BRANDHISTORYWE’VEBEENREFININGOURVISION...1997Geelyenterstheautomotiveindustry.Geelywasfounded.1998ThefirstGeelyAutovehiclecomesofftheline,withavisionofmakingcarsaccessibletoeveryone.2005GeelyAutomakesitsinternationaldebutattheFrankfurtMotorShow.GeelyAutobecomestheGeelyAutobecomesthefirstprivately-ownedcarmakertobelicensedinChina.GeelyAutoundergoesastrategictransformationtomakecarsthatcompeteontechnology,quality,andvalue.2002GeelyisrankedasChina'stopbrandandstartsitsglobalbusinessexpansion.132020GeelyHoldinglaunchestheSustainable2020GeelyHoldinglaunchestheSustainableExperienceArchitecture(SEA)platform.2.0BRANDHISTORYGeelyHoldingacquires2016TheLYNK&CObrandlaunches,andtheGeelyNewEnergyCommercialVehicleisintroduced.2016TheLYNK&CObrandlaunches,andtheGeelyNewEnergyCommercialVehicleisintroduced.TheBlueGeelyInitiativeislaunched.2021GeelyHoldingestablishesZEEKRIntelligentTechnology.GeelyAutoGrouppublishestheCMAplatformwithafocusonsafety.GeelyHoldingacquiresaminoritystakeinPROTONandamajoritystakeinLotus.LeishenPowertrainintroducesthemulti-energypowertraintechnology.2020GeelyHoldingestablishesasmartglobaljointventurewithMercedes-Benz.2010ZhejiangGeelyHoldingGroupacquires100%ofthesharesofVolvoCarCorporationfromtheFordMotorCompany.GeelyHoldingbecomesaFortune500company.GeelyHoldingestablishesChinaEuroVehicleTechnology(CEVT).GeelyAutoannouncesanewvalue-ledbrandpositioningof‘MakingRefinedCarsforEveryone’.142.0BRANDHISTORYGeelyofficiallyreleasesthe"SmartGeely2025"strategy,markinganeweraofintelligentandelectrifieddevelopment.2022GeelyFutureMobilityConstellation'sfirstninesatellitesaresuccessfullylaunched,providingprecisepositioningandconnectivitysupportforallautomotivebrandsintheGeelyHoldingportfolio2022GeelyandRenaultGroupsignaFrameworkAgreementtocreatealeadingpowertraintechnologycompany.2022GeelyHoldingacquiresa7.60%shareholdinginAstonMartinLagonda.20222023GeelyHoldingincreasesitsequitystakeinAstonMartinLagondato2023GeelyHoldingincreasesitsequitystakeinAstonMartinLagondatoaround17%,becomingthelargeststakeholderofAstonMartin.2023GeelyAutolaunchesit'snewenergyproductlineup,Yinhe.2024GeelyFutureMobilityConstellationsuccessfullylaunched10satellitesintoorbitonitsthirdtrajectory,enabling24-hourcoverageof90%oftheglobalarea.2023GeelyInnovationDesignCenterItalyisestablishedaspartofamulticulturalglobalnetworkofstudiossupportingtheeffortsofGeelyAutoGroup2.0THENEXTPHASEOURJOURNEYISNOWEverylaunch,partnershipandinitiativewe’vetakenovertheyearshasledustothismoment.We'renotjustaboutmakingcars.We’recreatingalifestyle-onethat'sfulfilling,interconnectedandsustainable.GeelyAutostandsforabetterwayoflivingthroughinclusivemobility,andwe’rereadytoshareourstorywiththeworld.163.0BRANDFOUNDATIONBrandIntro17BrandPurpose18BrandValue19Mission&Vision20BrandPositioning