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