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