BMW CLUBS.

CI STANDARDS FOR DESIGN GUIDELINES FOR THE APPEARANCE OF BMW CLUBS.

Corporate and Brand Identity BMW Group

November 2015
WHAT YOU WILL LEARN.

What lies in store for you. 3 Communication applications. 23

At a glance. 4 Print media. 24
Internet. 25
Basics. 5 Merchandising articles. 28
BMW Club logo. 6 Badges and pins. 29
BMW symbol. 7 Membership card. 30
BMW Club wordmark and designations. 9
BMW Club signet. 10 Institutional applications. 31
Visual world. 11 Correspondence. 32

Guideline. 12 Contact partner. 34
Construction of the BMW Club logo. 13
Application of the BMW Club logo. 17 Further information. 35
Application of the BMW Club identifier. 20
BMW Club structure. 22

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | What you will learn Version 1.2 | Last revised: October 2015 | Page 2
WHAT LIES IN STORE FOR YOU.

BMW Club members identify strongly with the BMW brand and associate BMW products with their
own values. As ambassadors and multipliers of the BMW brand and its products, however, they also
bear responsibility for representing BMW in a way that is characteristic of the brand.

After all, the BMW brand is highly valuable, and such value must be protected. On the one hand this
means adhering to certain shared basic rules, but it also means preserving individuality and setting
oneself apart from other BMW Clubs.

The BMW Club appearance should be based on the premium aspirations of the BMW brand. The club
must always be clearly recognisable as the sender.

These design guidelines have been developed in close collaboration with the BMW Club & Commu-
nity Management. They outline the new appearance using examples for all the relevant media appli-
cations, are mandatory worldwide and apply without restriction to all communication and
correspondence materials.

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | What lies in store for you Version 1.2 | Last revised: October 2015 | Page 3
AT A GLANCE.

1 The communication and design of BMW Clubs are geared

towards the premium aspirations of the BMW brand. 4 The wordmark and symbol are subject to worldwide copyright
protection and may only be used in connection with the
club logo. Any use of the wordmark and symbol outside the
approved club logo is in breach of trademark law.

2 The individual BMW Club logo ensures recognition

of a BMW Club and is designed according to binding
guidelines.
5 The symbol never performs a utilitarian function and is never
placed in positions or on objects which impact negatively on
image.

3 Every official BMW Club has an identifier which serves as

seal of quality.

6 Visuals must be of high quality in both content and

appearance. Symbols with negative associations are to be
avoided.

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | At a glance Version 1.2 | Last revised: October 2015 | Page 4
Basics
THE BMW CLUB APPEARANCE.
CONTEMPORARY, POWERFUL, FLEXIBLE.

The appearance of the BMW Group

is contemporary and striking. It is Max Muster

essentially uniform but offers clubs

Name

Musterstraße 123
scope for differentiation. Adresse

0123456789 07.07.09
Mitgliedsnummer Gültig bis

There are clear rules so as to ensure

compliance with the BMW BMW Club xy
Musterstraße 000
34. Musterstadt Rennen.
brand’s premium aspirations. The
00000 Musterstadt
Melden Sie sich jetzt an.

rules set out here help create an in- BMW Club

dividual BMW Club appearance. Musterstadt

34. Musterstadt Rennen.

Melden Sie sich jetzt an.
Weit hinten, hinter den Wortbergen, fern der Länder Vokalien und Konsonantien
leben die Blindtexte. abgeschieden wohnen Sie in Buchstabhausen. An der Küste
des Semantik, eines großen Sprach­ozeans. Ein kleines Bächlein namens Duden fließt
Offizieller BMW Club
durch. Ihren Ort und versorgt sie mit den nötigen Regelialien. Es ist ein paradies-
matisches Land, in dem einem gebratene Satzteile in den Mund fliegen.

Flyer Membership card

Internet

BMW Club
Musterstadt

Advertisement

Club jacket Club cap Pin

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Basics Version 1.2 | Last revised: October 2015 | Page 5
Basics
BMW CLUB LOGO.
THE OFFICIAL EMBLEM OF A BMW CLUB.

This page presents a schematic

overview of all elements of the
BMW Club logo. The logo always The term “BMW Club” always appears at the top and indicates that the club is an
appears against a white back- BMW Club logo official BMW Club. In some cases the designation can be supplemented or adapted
ground. If this is not possible, a to the language in question (specifications on naming are provided in the guidelines
white badge is used (for exact de- section from page 12).
tails see page 19).

The BMW Club logo appears in the

BMW Club
typeface BMW Type Bold.

Designation – line 1
Designation – line 2
The exact designation of the The BMW symbol is a promise
club (= club name) runs to a of quality and stands for mobi-
maximum of two lines. lity at premium level.

The BMW Club signet appears in a promi-

As a supplement to the BMW Club nent position, directly below the club name.
Where possible it is adapted to the length of
logo, a so-called identifier can
the line.
appear in selected applications
which indicates an officially certi- BMW Club identifier
fied BMW Club. Only official mem-
bers are permitted to use the BMW Official BMW Club
Club identifier.
The BMW Club identifier is a fixed
term and identifies the club as an
official BMW Club.

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Basics Version 1.2 | Last revised: October 2015 | Page 6
Basics
BMW SYMBOL.
VALUABLE OBJECTS MUST BE PROTECTED.

The BMW symbol is available as The symbol represents the BMW brand and thereby forms the core of the BMW Brand Identity.
a digital template on the web
page “BMW Clubs – Internation-
Careful use of this element guarantees uniformity of appearance as well as a high degree of
al Council” (www.bmw-clubs-in- recognisability.
ternational.com).
The BMW symbol is subject to worldwide copyright and may only be used by BMW AG and its
authorised contractual partners, including the official BMW Clubs. It must always be applied with the
greatest of care, since it is a seal of quality for the products and services of the brand.

The BMW symbol always appears in three-dimensional form, in colour and positioned against a white
background. The BMW symbol is never altered in any way, i. e. simplified or combined with graphic
shapes. Any falsification damages the BMW symbol and therefore the brand in general. For this rea-
son only original digital templates of the BMW symbol may be used.

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Basics Version 1.2 | Last revised: October 2015 | Page 7
Basics
BMW SYMBOL.
CLEAR RULES FOR A DISTINGUISHED BRAND.

The following rules apply to the application of the symbol:

Do’s Don’ts

The symbol is subject to clearly defined design

Aut
guidelines, which enable a high degree of recognis-
ability. It is never altered, simplified or combined
with graphic shapes.

The symbol never performs a practical function and

is never placed in positions or on objects which
might have a negative impact in terms of image. It is
never dyed and must never be used in an infla­
tionary manner. The symbol or its component parts
may not be used as functional design elements such
as bell buttons, snap fasteners, floor mats, etc.

The symbol may not be used against colourful, rest-

less or photographic backgrounds. In exceptional
cases, for example in the field of sponsoring, the
symbol can also be applied against coloured back-
grounds or placed on photographs of one or more
colours.

The symbol is never used in body copy or as a subs-

titute for the wordmark.

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Basics Version 1.2 | Last revised: October 2015 | Page 8
Basics
BMW CLUB WORDMARK AND DESIGNATIONS.
CLEAR AND UNMISTAKABLE.

BMW Club is a fixed term which Do’s Don’ts

cannot be altered. As a representa-
tive of BMW products and services
it is to be used with the greatest of
care. The wordmark and symbol are
The BMW wordmark always appears in uppercase letters
within the term BMW Club, too.
BMW Bmw
subject to worldwide copyright pro-
tection and may only be used as a
sender by official BMW Clubs.
The term BMW Club unmistakably indicates that the club is
an official BMW Club. The brand “BMW” always appears first,
BMW Club BMW-Club
followed by the name of the club. BMW Clubs BMWClub
In some cases, the term BMW Club can be expanded or lin­
BMW Motorcycle Club Club
guistically adapted. BMW Klubben Moto Club
BMW Car Club BMW
The term BMW Club always appears in 100 % black.
The use of other colours or hyphens is not permitted. BMW Owners Club Club BMW
If the term BMW Club is used as a communicative sender, it BMW Club
appears in the typeface BMW Type Bold. BMW Club
– I talic type weights and underscoring are not permitted.
– The character spacing of the typeface may not be altered. BMW Club

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Basics Version 1.2 | Last revised: October 2015 | Page 9
Basics
BMW CLUB SIGNET.
A STRONG BMW CLUB HAS A STRONG SYMBOL.

Recommendations for the design of a signet Do’s Don’ts

Rules regarding the BMW Brand Identity elements are a fundamental component
BMW brand elements
of BMW brand communication and may therefore not be
used in the BMW Club signet or in communication.

For example, vehicle signage, Identity Modules or BMW X5

symbols (including BMW M and BMW i) may not be used. X5

Power P wer
Masters asters
The signet may not be similar in design to the BMW symbol
in its shape and colour.
X5 X5

Notes on reproducibility No use of elaborate signets or photographs

which do not guarantee high-quality reproduction (e.g. on
merchandising articles).

No use of political, racist or sexist symbols.

&
Heraldic figures

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Basics Version 1.2 | Last revised: October 2015 | Page 10
Basics
VISUAL WORLD.
DOING JUSTICE TO PREMIUM ASPIRATIONS.

The imagery reflects the premium

aspirations of the BMW brand. It is Do’s
real, powerful and vibrant.

Negative messages such as acci-

dents and breakdowns are to be
avoided. Images with political, rac-
ist or sexist content are not permit-
ted.

All images are of high quality,

thereby guaranteeing high-grade
reproduction.

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Basics Version 1.2 | Last revised: October 2015 | Page 11
GUIDELINE.

The following section describes various elements in detail based on

concrete examples.

A detailed explanation is provided of the construction of the logo, the

correct naming of a club, the identifier and structure so as to ensure a
consistent appearance of the organisation as a whole.

Version 1.2 | Last revised: October 2015 | Page 12

Guideline
CONSTRUCTION OF THE BMW CLUB LOGO.
CLEAR RULES FOR CREATING A NAME.

The following naming rules are to 1. Check club name and adapt if necessary
be observed:
2. Construct the logo from the BMW symbol, BMW Club term, club name and BMW Club signet (see page 14 and page 15)
– The term BMW Club clearly iden- 3. Adapt the club signet in height and width (see page 15)
tifies the club as a member of the
official BMW Club Organisation.
It always appears in the top line.

– I n some cases the term BMW Schematic depiction

Club can be extended or linguis­
tically adapted so as to avoid du-
plications in the name: e.g. BMW
Motorcycle Club, BMW Klubben, BMW Club designation BMW Club
BMW Car Club, BMW Owners
Club. Designation – line 1
Line 1 and line 2
– L ine 1 and line 2 contain the club
Designation – line 2
name and location.

The BMW Club logo appears in the

typeface BMW Type Bold.

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Guideline Version 1.2 | Last revised: October 2015 | Page 13
Guideline
CONSTRUCTION OF THE BMW CLUB LOGO.
THE DIVERSITY OF CLUB NAMES REQUIRES A RANGE OF SOLUTIONS.

Official designation Adaptation Correct naming according Examples of incorrect

to the new nomenclature naming

With the term BMW Club BMW Club Name already complies with guidelines BMW Club Club
or BMW Clubs
Düsseldorf 1928 e. V. Düsseldorf 1928 e. V. Düsseldorf 1928 e. V.

With terms such as auto, BMW Auto Club Adapt the term BMW Club to the name BMW Auto Club BMW Club
motorcycle, car, etc.
Italia of the club so as to avoid duplication Italia BMW Auto Club Italia

Club designation does not The Trillium Chapter The term BMW Club is placed in the first line BMW Clubs Trillium Chapter
appear until the 2nd or 3rd line
of the BMW Club Canada BMW Clubs Canada
of Canada Trillium Chapter

BMW Motoros Túraklub BMW Club

With translations BMW Motoros Replace term with translation into foreign language Magyarország BMW Motoros Túraklub
Túraklub Magyarország
Magyarország

BMW Car Club BMW Club

With abbreviations Choo-Choo Bimmers – Abbreviations such as CCA (Car Club of America) and of America Choo-Choo Bimmers
BMW CCA MC (Motorclub) are written out in full Choo-Choo Bimmers Car Club of America
– Avoid duplication of the word “Club”

BMW Isetta Club e.V. Isetta Club e.V.

Without the terms BMW, Isetta Club e. V. Add the terms BMW and Club so as to ensure identifica-
Club or both tion of the club as the sender and a member of the official
BMW Club Organisation BMW Boxer Motorrad Club Boxer Motorrad Club
Boxer Motorrad Club Morelia A.C. Morelia A.C.
Morelia A. C.

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Guideline Version 1.2 | Last revised: October 2015 | Page 14
Guideline
CONSTRUCTION OF THE BMW CLUB LOGO.
STRICT DIMENSIONS ENSURE PRECISE IDENTIFICATION
OF THE SENDER.
Only original digital masters of the BMW symbol may be used for the reproduction of this logo.

1 Type weight:
BMW Type Global Pro Bold Dimension details
Character spacing 0 x flexible x x 2x
Type colour: black
2 Type weight:

BMW Club
BMW Type Global Pro Bold 1
Character spacing 0 Line spacing: x
Type colour: 50 % black 2
Designation – line 1

3 Line thickness:
3 pt / 1.06 mm, Minimum gap
Designation – line 2


total logo height: 100 mm
Line colour: black
between text and signet: x
¶ Total height:

¶
The BMW symbol is available as a
digital template on the web page
¶
“BMW Clubs – International Coun- 3
¶ 3
cil” (www.bmw-clubs-internation-
al.com).
Signet area

The total width of the BMW Club logo is based on the length
of the club name

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Guideline Version 1.2 | Last revised: October 2015 | Page 15
Guideline
CONSTRUCTION OF THE BMW CLUB LOGO.
LOTS OF SCOPE FOR A VARIETY OF CLUB NAMES.

The BMW Club logo varies in width Schematic depiction

depending on the length of the
name. It may run over no more than
three lines.
BMW Club BMW Club BMW Club
Short line Designation line 1 abcdefghijklmnopqrstuvwx
Designation line 2 abcdefghijklmnopqrstuvwx

The logo width depends The club name can run across two lines. The maximum number of characters of
on the length of the name. 24 per line may not be exceeded.

Don’t

BMW Car Club BMW Club BMW Car Club

of America Designation line 1 of America Choo-Choo
Choo-Choo Bimmers Designation line 2 Bimmers

The existing signet should be adapted to the However, the line break made so as to fit the
length of the name (for details see p. 20). club name and not simply take up the maximum
number of characters.

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Guideline Version 1.2 | Last revised: October 2015 | Page 16
Guideline
APPLICATION OF THE BMW CLUB LOGO.
THE RIGHT SIZE FOR EVERY APPLICATION.

Rules are defined for application siz- BMW Club

es according to specific media. The
logo sizes shown are recommended
BMW Club Designation – line 1
for standard formats. Additional siz- BMW Club Designation – line 1 Designation – line 2
Designation – line 1 Designation – line 2
es may only be generated for spe- BMW Club
Designation – line 2
Designation – line 1
cial applications in exceptional cas- Designation – line 2
es by reducing or enlarging the
nearest standard size, depending on
the technique being used.
Logo height: 15 mm Logo height: 20 mm Logo height: 25 mm Logo height: 30 mm
The BMW symbol is available as a Application: business card, Application: A4 letterhead, Application: A4 brochure, caps, club badge, Application: A3 poster, T-shirt
digital template on the web page membership card with motif, DL flyer, US letter membership card without motif
“BMW Clubs – International Coun- give-aways
cil” (www.bmw-clubs-international.
com).
BMW Club
BMW Club Designation – line 1
Designation – line 1 Designation – line 2
Designation – line 2

Logo height: 40 mm Logo height: 50 mm

Application: A2 poster Application: A1 poster

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Guideline Version 1.2 | Last revised: October 2015 | Page 17
Guideline
APPLICATION OF THE BMW CLUB LOGO.
THE RIGHT REPRODUCTION TECHNIQUE FOR EVERY APPLICATION.

The examples are simulations and

can only approximate the actual ef-
fect.

The reproduction-specific BMW BMW Club BMW Club BMW Club

symbols are available as a digital Sample Town Sample Town Sample Town
template on the web page “BMW
Clubs – International Council”
(www.bmw-clubs-international.
com).

Reproduction technique: offset print, 4-colour Reproduction technique: 1-colour grey scale Reproduction technique: 1-colour black
Application: print media Application: b/w laser printer Application: fax

BMW Club
Sample Town

Reproduction technique: blind stamp Reproduction technique: etching in metal Reproduction technique: screen printing without grid
Application: print media Application: club badge Application: T-shirts, caps
Minimum size: logo height 25 mm Minimum size: logo height 25 mm Minimum size: logo height 25 mm

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Guideline Version 1.2 | Last revised: October 2015 | Page 18
Guideline
APPLICATION OF THE BMW CLUB LOGO.
PLACEMENT ALWAYS IN A CORNER AND AGAINST A WHITE
BACKGROUND.
1. Positioning Placement
The BMW Club logo is to be placed
in the corners of the format in
question. Media-specific applica- BMW Club BMW Club

tions are to be found in the section

Designation – line 1 Designation – line 1
Designation – line 2 Designation – line 2

on communication applications
from page 23.

2. Free space
The optimum effect of the BMW
BMW Club BMW Club

Club logo will depend on the white Designation – line 1

Designation – line 2
Designation – line 1
Designation – line 2

space surrounding it. For this rea-

son a minimum spacing of one
symbol diameter (2 x) is to be ob-
served around the logo from other
design elements such as photo-
graphs.
Free space Background
3. Background
The BMW Club logo always ap-
pears against a white background. Block zone for adjacent elements Application against a white Application against a colour background
In some exceptional cases, the background with white badge
background can have a different 2x x 2x ½ x x ½ x
colour (e.g. on merchandising arti-
cles). Here the logo is applied as a 2x
white badge. The latter is to be cre- ½ x
BMW Club BMW Club BMW Club
ated as shown in the illustration. Designation – line 1 Designation – line 1 Designation – line 1
Designation – line 2 Designation – line 2 Designation – line 2

½ x
2x

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Guideline Version 1.2 | Last revised: October 2015 | Page 19
Guideline
APPLICATION OF THE BMW CLUB IDENTIFIER.
IDENTIFICATION AS AN OFFICIAL BMW CLUB.

The identifier shows a club to be an Language Use

official BMW Club. The use of the
The identifier can be used in English or German. The identifier is only used in certain media. Application examples are to be found
identifier is optional.
in the sections on communicative and institutional applications from p. 23.
LANGUAGE
German Offizieller BMW Club MEDIA
English Official BMW Club Print media
Internet
Membership card
Correspondence
Merchandising and lifestyle articles
Give-aways
Badges and pins
Flags

Typeface and colour

Official BMW Club BMW Club

Designation - line 1
Designation - line 2

The type size of the identifier must be no larger than that of the BMW Club wordmark. The type weight is BMW Type bold.
The identifier should preferably be printed in black. Alternatively, the colours grey and white are permitted, for example on photographs.

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Guideline Version 1.2 | Last revised: October 2015 | Page 20
Guideline
APPLICATION OF THE BMW CLUB IDENTIFIER.
ALWAYS IN RELATION TO THE BMW CLUB LOGO.

Positioning
The identifier is always posi-
tioned relative to the BMW
Club logo. A protective spac-
ing of one symbol diameter
Official BMW Club
(2 x) must always be ob-
served from the BMW Club
logo. The identifier should Official BMW Club BMW Club Official BMW Club
Designation - line 1 The identifier is applied on the axes shown.
preferably be placed as far as Designation - line 2 Placement is flexible, but the protective
possible from the BMW space around the logo (dotted line) must
symbol. always be preserved.
Official BMW Club Official BMW Club
The BMW Club logo and the
identifier may never be
placed diagonally opposite Official BMW Club
one another.

The identifier and the BMW

Club logo appear in the type-
face BMW Type Bold.
Positioning example Don’t

Official BMW Club BMW Club BMW Club BMW Club

Designation – line 1 Designation – line 1 Designation – line 1
Designation – line 2 Designation – line 2 Designation – line 2

BMW Club
Designation – line 1
Designation – line 2

Official BMW Club Official BMW Club

Official BMW Club

The identifier and logo may not be placed

diagonally opposite one another.

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Guideline Version 1.2 | Last revised: October 2015 | Page 21
Guideline
BMW CLUB STRUCTURE.
A CONSISTENT APPEARANCE FOR THE ENTIRE ORGANISATION.

Organisation Name Example

Umbrella organisation International Council BMW Clubs

of BMW Clubs International Council

Continents, regions BMW Club Europa e.V. BMW Club BMW Car Club
Europa e.V. of America

BMW Car Club of America

BMW Clubs Africa

BMW Clubs Australia

Countries and states BMW Club Deutschland e.V. BMW Club BMW Owners Club
Deutschland e.V. of Hong Kong
BMW Owners Club of Hong Kong

BMW Club of Japan

BMW Club Quebec

Classic and types BMW Z1 Club e. V. BMW Z1 Club e.V. BMW Veteranen-Club
Deutschland e.V.
BMW Veteranen-Club
Deutschland e. V.

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Guideline Version 1.2 | Last revised: October 2015 | Page 22
COMMUNICATION APPLICATIONS.

The following section explains the communicative application of the

basic elements so as to ensure a consistent sender designation and a
premium-based appearance.

This includes application in print media and on the internet as well as

on merchandising articles, badges, pins and the membership card.

Version 1.2 | Last revised: October 2015 | Page 23

Communication
applications
PRINT MEDIA.
PRINTED MATERIAL IN HIGH-QUALITY FORMAT.

The posters and flyers are available Application examples and design suggestions
as an InDesign template on the web
page “BMW Clubs – International
Council” (www.bmw-clubs-inter- Offizieller BMW Club BMW Club
Musterstadt

national.com).

34. Musterstadt Rennen. 34. Musterstadt Rennen.

Melden Sie sich jetzt an.
Melden Sie sich jetzt an.

Für weitere Informationen: www.BMWClubxy.de

34. Musterstadt Rennen.

Melden Sie sich jetzt an.
Weit hinten, hinter den Wortbergen, fern der Länder Vokalien und Konsonantien
leben die Blindtexte. abgeschieden wohnen Sie in Buchstabhausen. An der Küste
des Semantik, eines großen Sprach­ozeans. Ein kleines Bächlein namens Duden fließt
durch. Ihren Ort und versorgt sie mit den nötigen Regelialien. Es ist ein paradies-
matisches Land, in dem einem gebratene Satzteile in den Mund fliegen.

DL flyer

A4 advertisement

A3 poster

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Communication applications Version 1.2 | Last revised: October 2015 | Page 24
Communication
applications
INTERNET.
CLEAR APPEARANCE WITH A WIDESPREAD IMPACT.

The background of web pages Application examples and design suggestions

is always white.

The colour defined for the navi-

gation bar is BMW Grey 6 (R142
G142 B142, #8e8e8e). Navigation
items in the navigation bar appear
in BMW Type Bold in the colour
white (R255 G255 B255, #ffffff).
The mouseover and active status
of navigation links appear in BMW
Blue 2 (R6 G83 B182, #0653b6).

Arial is the recommended type-

face.

Text links appear in the colour

BMW Blue 1 (R28 G105 B212,
#1c69d4). The mouseover and
active status of text links appear
in BMW Blue 2 (R6 G83 B182,
#0653b6).

A frame of 1 px thickness in the

colour BMW Grey 1 (R230 G230
B230, #e6e6e6) appears around
Internet page with motif in header
visuals and graphics.

Internet page without motif in header

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Communication applications Version 1.2 | Last revised: October 2015 | Page 25
Communication
applications
INTERNET.
CLEAR APPEARANCE WITH A WIDESPREAD IMPACT.

The BMW Club logo is always Dimensions

90 px high on the web. Width depends
variable 20 px on club name

20 px

90 px

20 px

Internet page with motif in header

Width depends
20 px on club name 20 px

20 px

90 px

20 px

Internet page without motif in header

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Communication applications Version 1.2 | Last revised: October 2015 | Page 26
 www.bmw-club-sample.de
Communication
applications
INTERNET.

The creation of domains for BMW Club websites is based on the nomenclature rules defined as follows:
Top-level domains with country abbreviations Do’s Don’ts

When using country-specific or general top-level www.bmw-club-sample.de

domains the BMW nomenclature rules apply. This applies to www.bmw-club-sample.com
all top-level domains and is shown here with the examples of www.bmw-sample-club.de
.de and .com.

Generic Top-Level-Domains (gTLDs)

The introduction of the so-called Generic Top-Level-Domains

(gTLDs) allows the sender or a thematic context to be
emphasised. The gTLD “.club” also exists. BMW Clubs are
permitted to use the gTLD “.club”.

BMW Clubs are recommended to continue using the country-

specific top-level domains (e.g. .de, .at and .fr).

The following applies when using the gTLD .club: www.bmw-club-sample.club www.bmw-sample.club
The terms BMW and Club must appear in the domain as shown
in the positive example. www.bmw-sample-club.club www.bmw.club

www.sample.club

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Communication applications Version 1.2 | Last revised: October 2015 | Page 27
Communication
applications
MERCHANDISING ARTICLES.
A COLLECTION WITH STYLE.

When reproducing the BMW Club Application examples for club articles and event accessories
logo and the identifier on mer-
chandising articles, care must
be taken to ensure a high-qual-
ity finish. The symbol is at its most
effective when applied in the cor-
rect size, not the largest possible
size. If several sizes might be con-
sidered for a given application, the
smaller size is given preference.
If there is a choice of differing
reproduction techniques, the
technique which provides the
most high-quality reproduction of
the symbol is used wherever pos-
sible.

Event shirt Club jacket Club jacket with logo badge

Key ring

Club cap

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Communication applications Version 1.2 | Last revised: October 2015 | Page 28
Communication
applications
BADGES AND PINS.
SMALL SIZE, BIG EFFECT.

The design of the badge and pin Application examples

follows the guidelines for badges
(see page 17).

BMW Club

BMW Club 34th Sample Town Race

Sample Town

Sample Town

Space for a BMW Club

subheadline here Sample Town

Club badge Badge with topic reference

Pin

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Communication applications Version 1.2 | Last revised: October 2015 | Page 29
Communication
applications
MEMBERSHIP CARD.
PROOF OF A POWERFUL IDENTITY.

The membership card is available Application examples and design suggestions

as an InDesign template on the web
page “BMW Clubs – International
Council” (www.bmw-clubs-inter-
national.com). BMWClub
BMW Club
Sample Town
Joe Sample
Musterstadt Name

Sample Street 123

Adress

0123456789 07.07.15
Membership number Valid until

BMW Club xy
000 Sample Street
Sample Town 00000
Offizieller
Official BMWBMW
Club
Club Sampleland

Front, without motif Back

BMW Club Official BMW Club BMW Club

Sample Town Sample Town long
Sample Town long

Official BMW Club

Front, with motif Front, with motif

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Communication applications Version 1.2 | Last revised: October 2015 | Page 30
INSTITUTIONAL APPLICATIONS.

The design of letter paper and business cards is defined in the fol-
lowing section so as to ensure a consistent appearance of the BMW
Club.

Version 1.2 | Last revised: October 2015 | Page 31

Institutional
applications
CORRESPONDENCE.
STATIONERY IN HIGH-QUALITY FORMAT.

This template is to be regarded as a Application example and design suggestion

model which is to be adapted in de-
1a x = 3 mm
tail to the restrictions of the various
countries. 3x
Official BMW Club BMW Club
Designation – line 1
Designation – line 2
A minimum spacing of 3 x must 2a
always be observed from the right- BMW Club xy,
PO Box 000, Sample Town 00000

hand, bottom and upper edges.

1 BMW Club xy, 1 BMW Club xy
The variables 1 a and 2 a depend PO Box 000, Sample Town 00000
2 Registered letter
Sample Street 000
00000 Sample Town

on postal restrictions, e.g. Ger- 3 Sample Company Ltd.

Sampleland

Tel + 00 00 000-00000
many: 000 Sample Street
PO Box 000
Fax + 00 00 000-00000
www.BMWClubxy.com

1 a = 24 mm Sample Town 0000

2 a = 50 mm

1 T
 ype weight: 1 Subject A4 letterhead template
3
Typeface: Arial regular Date
Tel
Month 00, 0000
+00 00 000-00000
Size: 8 pt Mobile
E-mail
+00 000 0000000
joe.sample@BMWClubxy.com
Line spacing: 10 pt
Character spacing 0
Dear Mr Example,
Colour: black 3
This is the template of the letterhead of the official BMW Club. The typeface used is Arial 10.5 pt
with 12.5 pt line spacing. This text is so-called dummy text and has no meaning. This dummy text
is not meant to be read. Its only purpose is to demonstrate the size, colour and position of the text
2 T
 ype weight: within the correct format. The typeface used is Arial 10.5 pt with 12.5 pt line spacing. This text is
so-called dummy text and has no meaning.
Typeface: Arial bold
This text is so-called dummy text and has no meaning. This dummy text is not meant to be read.
Type size: 10 pt Its only purpose is to demonstrate the size, colour and position of the text within the correct format.
This text is so-called dummy text and has no meaning. This dummy text is not meant to be read. Its
Line spacing: 12.5 pt only purpose is to demonstrate the size, colour and position of the text within the correct format.

Character spacing 0 Yours sincerely

Type colour: black Legal company name

3 T
 ype weight: Joe Sample Leslie Sample
Typeface: Arial regular Position Position

Type size: 10 pt

Line spacing: 12.5 pt
Character spacing 0
Type colour: black
Sponsor 1 Sponsor 2 Sponsor 3 Sponsor 4 Sponsor 5

The letter paper is available as an 3x

InDesign template on the web page
“BMW Clubs – International Coun- A4 letterhead 3x
cil” (www.bmw-clubs-international.
com).
BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Institutional applications Version 1.2 | Last revised: October 2015 | Page 32
Institutional
applications
CORRESPONDENCE.
STATIONERY IN HIGH-QUALITY FORMAT.

A minimum spacing of 2 x must

always be observed from the Application example and design suggestion
edges.
x = 2.3 mm
1  ype weight:
T
Typeface: Arial regular 2x
Size: 9 pt Official BMW Club BMW Club
Designation – line 1
Designation – line 2
Line spacing: 7.3 pt
Character spacing 0
Colour: black
Joe Sample 1
2  ype weight:
T Title

Typeface: Arial regular BMW Club xy

000 Sample Street
Tel + 00 00 000-00000
Mobile + 00 000 0000000
2
Type size: 6 pt 00000 Sample Town
Sampleland
Fax + 00 00 000-00000
E-mail joe.sample@BMWClubxy.com
Line spacing: 7.3 pt www.BMWClubxy.com
2x
Character spacing 0
Type colour: black 2x 2x 2x

The business card is available as an Size W x H: 85 mm x 55 mm

InDesign template on the web page
“BMW Clubs – International Coun-
cil” (www.bmw-clubs-internation-
al.com).
Official BMW Club BMW Club Official BMW Club BMW Club Official BMW Club BMW Club
Sample Town Sample Town long Sample Town very long
Sample Town long Sample Town very long

Joe Sample Joe Sample Joe Sample

Title Title Title

BMW Club xy Tel + 00 00 000-00000 BMW Club xy Tel + 00 00 000-00000 BMW Club xy Tel + 00 00 000-00000
000 Sample Street Mobile + 00 000 0000000 000 Sample Street Mobile + 00 000 0000000 000 Sample Street Mobile + 00 000 0000000
00000 Sample Town Fax + 00 00 000-00000 00000 Sample Town long Fax + 00 00 000-00000 00000 Sample Town very long Fax + 00 00 000-00000
Sampleland E-mail joe.sample@BMWClubxy.com Sampleland E-mail joe.sample@BMWClubxy.com Sampleland E-mail joe.sample@BMWClubxy.com
www.BMWClubxy.com www.BMWClubxy.com www.BMWClubxy.com

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Institutional applications Version 1.2 | Last revised: October 2015 | Page 33
CONTACT PARTNER.

These design guidelines apply to the communicative and institutional image

of the official BMW Clubs. They replace all previously applicable guidelines.

If you have questions regarding the appearance of the BMW Clubs,

please contact:

BMW Club & Community Management

BCCM (Michael Kortenhaus)
E-mail: Michael.Kortenhaus@partner.bmw.de

Disclaimer
The visuals, headlines, key visuals, etc. shown in the examples are provided
solely to illustrate the applications and reflect the current status of Brand
Identity, Brand Design and communication at the time of creation. For this
reason it is not possible to guarantee that all the examples of communication
materials shown are up to date.

BMW Brand Identity | CI Standards for design guidelines for the appearance of BMW Clubs | Contact partner Version 1.2 | Last revised: October 2015 | Page 34
What defines the value of the BMW Group and its brands? How does brand management
work? Why are customer orientation and Brand Behaviour key success factors? The
Brand and Customer Institute provides you with the answers to these questions. After all:
powerful brands create values. However, it is you that brings them to life. For more details,
see http://brand-and-customer-institute.bmwgroup.net

BECOME A BRAND AMBASSADOR.