Avis Brand Book

11 ‘Brand personality’ - Tone of voice s k c o l The Avis personality is a combination of tangible products and services along with our b g n i intangible traits such as values (see page 9) and our heritage (We Try Harder). It makes us d l i u b unique in a competitive marketplace whilst creating an emotional link with our customers c i s a b by bringing our brand values to life. In everything we do, our In-touch, Passionate and e h Straightforward values should be evident. T Our brand personality is expressed through our tone of voice. This is how we (operations, sales, marketing etc) talk to customers at any touch point in their journey. Everything within those interactions e.g. the messages, the logos, colours, etc should refl ect the Avis tone of voice. Below is a guide to help you review your communications against the Avis tone of voice. Translations of the Avis tone of voice can be found on the Avis Asset Bank or on the disc supplied with these guidelines. Is it Avis? If it’s the fi rst idea out of the box then it’s In Touch contemporary relevant sophisticated engaging probably not original enough. If it feels clichéd how will smart empathetic supportive stylish up-to-date clever it make Avis appear different? If it’s obvious then it innovative intelligent trendsetting pioneering might patronise. If it’s too clever we may lose people. Passionate confi dent witty challenging unpredictable If it seems familiar then we have to give it a twist. If it fresh unexpected surprising different quality feels contrived it’s wrong. If it looks like we thought original bold enthusiastic effort optimistic creative lateral about it that’s good. If a customer has to think a little individual bit that’s good too. If it’s witty, or raises a smile in the process that’s a plus. If we set out to make them laugh Straightforward simple conversational honest informal that’s a joke, and Avis is not a joke. If it looks tacky approachable fair transparent open trust easy solid then how can it say quality? And most importantly, if it reliable genuine hard-working loyal human We Try Harder? feels lazy then how will anyone think Avis Brand Guidelines 05.08

12 Avis colours s k c o l The use of the right colours in all communications helps ensure a b g n i consistent and strong Avis image – the importance of which cannot d l i u b be overstated. c i s a b e h T Avis primary palette Every leafl et, every banner and every Our other colours are Avis dark grey Black advertisement should contain identical and Avis light grey. These are not to C0/M0/Y0/K100 shades of Avis colours. be used for the Avis logos themselves – Avis red is our primary corporate colour. just secondary elements associated with It refl ects our logo and speaks about our the logo. brand. The bright colour was chosen to Avis premium silver may be used only White enhance visibility and to give our on premium communications including C0/M0/Y0/K0 communications extra prominence. Avis Preferred, Presidents Club and Always use Avis red in spot colour and Avis Prestige. only revert to 4 colour process (CMYK) For web colours please see the on-line Avis red at the last resort. Burgundy should only guidelines section within this manual. Avis dark grey Pantone 485 Pantone 423 be used for station interiors and Avis C0/M100/Y91/K0 C0/M0/Y0/K47 Preferred signage. It should not be used in (47% Black) general communications. Avis light grey Pantone 427 C0/M0/Y0/K15 (15% Black) Avis premium silver Pantone 877 Colours are shown for reference only and should not be used for visual colour matching. For print, refer to Pantone Matching System swatches. Avis Brand Guidelines 05.08

13 Introducing the Avis Logos s k c o l A company’s logo is its most important visual asset. As such, it is crucial b g n i that the Avis logos – which are drawn in a custom-built typeface – always d l i u b appear in the same way. They should never be retyped in a different font or c i s a b be stretched or squeezed to fi t a space. e h T There are two versions of the Avis logo; the Avis basic logo and the Avis button logo. The following explains the differences between them. When to use the Avis button logo When to use the Avis basic logo This logo should always be your fi rst choice when producing communications. The Avis basic logo should be used on any items where the Avis button and curve Use the Avis button logo and curve on all standard customer communications such cannot be used. For example, due to the size or shape of a communication or when as rental station leafl ets, posters, POS, internal communications, as well as press working with a third party. i.e. Small advert or a partner communication. and magazine advertisements and where the ethos of ‘We Try Harder’ is of particular importance. The Avis button logo The Avis basic logo To support our ethos of ‘We Try Harder’ The Avis basic logo is the cornerstone of the Avis button logo has been developed. our brand and as such should never be The button logo should never be used without the recreated. Colour options can be found red curve (see page 15) unless authorised by on page 14. Avis Europe marketing. Please ensure it is the For examples of incorrect usage of this correct European version and not the previous logo see page 16. or US version (see page 16). The Avis basic logo should The Avis button logo should never appear smaller than never appear smaller than 12mm in width. 15mm in width. If you require a logo less than 15mm please revert to the quarter curve or the Avis Minimum size 12mm Mono version basic logo. Minimum size 15mm Mono version Avis Brand Guidelines 05.08

14 The Avis basic logo s k c o l The Avis basic logo is the basis of the entire Avis brand and it is therefore b g n i important to follow these rules when applying the logo. d l i u b c i The following is a simple guide to using the Avis basic logo and also how to s a b write the word Avis within headlines or bodycopy. e h T For details on how to apply the logo to partnership communications please refer to page 16 of off-line communications. Exclusion zone Colour options The area surrounding the logo Wherever possible, the must be free from other graphic Avis logo should be shown imagery, typography, page trim, in Avis red on a plain white folds or any other visual elements ‘A’ height background. However, this that may hinder communication. isn’t totally infl exible – Colour versions ½ ‘A’ it may also be shown as Please note that this does differ from the signage guidelines. ½ ‘A’ white reversed out of Avis red, mono or out of Avis premium silver on Avis The words ‘Avis’ and The word Avis in lower case headlines. premium communications. ‘We Try Harder’ in Mono versions headlines and copy The word AVIS in lower case headlines. The word Avis in body copy When writing the word Avis in The word AVIS in body copy copy ensure you follow the examples shown. Avis premium communications As a rule, do not make ‘Avis’ The line ‘We Try Harder’ in headlines. upper case unless the whole The line ‘We Try Harder’ in body copy line is in upper case also. When ‘We Try Harder’ The line ‘We try harder’ in body copy appears in copy ensure Avis really does try harder each word begins with a capital letter unless you are Avis really does Try Harder only using part of the phrase. You do not need to add speech marks. Avis Brand Guidelines 05.08

15 The Avis button logo s k c o l The Avis button logo is based on the Avis basic logo but with the added b g n i benefi t of delivering our company ethos of ‘We Try Harder’. This should be d l i u b used as the core logo along with the base curve. c i s a b If the format does not allow the use of the curve, revert to the Avis basic e h T logo. For details on how to apply the logo to partnership communications please refer to page 19 of off-line communications. Please see page 8 of off-line communications for details on scaling the logo. Exclusion zone Examples of work with the Volut iure te do commy num irit volestrud eugiam quisl tatue magna. Avis button logo and curve. The area surrounding the ½ ‘A’ logo must be free from other graphic imagery, typography, page trim, ‘A’ height folds or any other visual elements that may hinder communication. Volut iure te do commy num irit Reet praestin et lorperat. Ut el inissequat. Vullamcorero del ut velit, sim dolore esequam commodo con volor amet alismodolore velenim ver sum iusto el ip et, volestrud eugiam quisl tatue magna. veliquat. Wis aut in ulput alit wissi. Reet praestin et lorperat. Ut el inissequat. Vullamcorero del ut velit, sim dolore esequam commodo con volor amet alismodolore velenim ver sum iusto el ip et, Example supporting line or sign off goes here veliquat. Wis aut in ulput alit wissi. Example supporting line or sign off goes here avisworld.com avisworld.com ½ ‘A’ Mono version French logo The Avis button logo When producing communications for France, and curve a translation of ‘We Try Harder’ should be included. This should sit centralised under the The Avis button logo button and in-line with the S of Avis. should, where possible, be The minimum sizes set out on page 13 should used with the Avis curve. apply to the button. There is no minimum or maximum sizes for the translation but always * Refer to page 8 of off-line communications for details ensure that this is legible. on how to use this curve. *Décidés à faire mille fois plus Avis Brand Guidelines 07.08

16 Incorrect use of logos s k c o l Avoiding the misrepresentation of the Avis logo is actually very simple b g n i if a few basic rules are followed. A few examples of poor practice are d l i u b provided below. These rules apply to all colour variations of the logos, c i s a b including mono. The area surrounding the logo must be free from other e h graphic imagery, typography, page trim, folds or any other visual elements T that may hinder communication. The Avis basic logo The Avis button logo Don’t use non Don’t tint Don’t use outlines Don’t use non Don’t tint Don’t use outlines Avis colours Avis colours We Try Harder Don’t obscure Don’t use previous Don’t distort Don’t obscure Don’t use previous Don’t distort or US version or US version Don’t place on Don’t recreate Don’t interfere or Don’t place Don’t recreate Don’t interfere or images use wordplay on images use wordplay Avis Brand Guidelines 05.08

17 Recommended application of branding s k c o l The checklist below is a quick and useful guide to the general recommendations for use of the Avis base b g n i curve and logo. See relevant guideline sections for more details. d l i u b c i s a b e h T General € Avis base curve and button logo to be used if appropriate. (e.g stationery, € Basic logo in Avis red and whiteout to be used if curve and button logo not appropriate. uniform, fl eet) Off-line € Avis base curve and button logo to be applied in the first instance. € This should be applied along the bottom of the communication using the appropriate template. € The basic logo should only be used when space is at a minimum or on bespoke communications such as advertorials. On-line € For websites and microsites the Avis basic logo should be applied. € New mini curve developed for on-line advertising. € For advertising banners the logo should appear on the frames when it becomes apparent what the company communication is for. € The Avis basic logo can be used on smaller sized advertising banners when logo falls below 200 pixel width. € For skyscraper advertising banners the basic logo may appear in the top curve if the size allows (whiteout in red curve). Merchandise € Only the Avis basic logo is to be used unless Avis Europe Marketing agree the curve is appropriate. (see off-line section) € Use in Avis red or whiteout. Signage € Only basic logo to be used. € Use in Avis red or whiteout. € Avis premium silver may be used for sub-brands such as Avis Preferred or Avis Prestige. TV/DVD € It is recommended that a standard end frame is applied with the Avis logo. (see off-line section) € Tactical TV advertisements may require the logo to be shown at all times in a base strip. € In-station DVDs do not require the logo to be shown throughout or intermittently. Avis Brand Guidelines 07.08

18 Typeface s k c o The Avis corporate font is Helvetica Neue. Its simple, legible, l b g n straightforward nature helps communicate our brand values – as does i d l i u b the italicised form used for headlines, which is suggestive of motion and c i s a a company that always operates at speed. This should be used in all our b e h communications, both external and internal, as it will aid uniformity and T that all-important recognition. For consistency, the weights given To buy the Helvetica font visit Headlines and sub-headlines opposite should be used for all headlines, www.linotype.com supporting copy and body copy. Helvetica Neue Bold Condensed Oblique 77 NB. If absolutely necessary a secondary Please refer to the templates section font could be used for internal pc work. abcdefghijklmnopqrstuvwxyz for suggested font sizes. Please use Arial Narrow for headers and Arial for body copy. e.g. PowerPoint ABCDEFGHIJKLMNOPQRSTUVWXYZ presentation or letter. 1234567890&£.,;:!?()* Body copy & legal copy Helvetica Neue Roman 55 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890&£€.,;:!?()* Substitute copy USE ONLY when Helvetica Neue or Helvetica are unavailable (for internal PC work only) Arial abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890&£€.,;:!?()* Avis Brand Guidelines 07.08