Jaguar Brand Book

PAG E 1 JAGUAR STYLE GUIDE 2012 INTRO TO NEW LOGOS AND FONTS

PAG E 2 The Jaguar logo consists of two elements: the leaper and the wordmark. Never separate or crop these elements. The chrome version of the Jaguar logo is used across all communications unless you are com - promised by material and finish. In which case, use the outline version of the logo. There is a di ff erent version of the outline logo for smaller applications. There is a di ff erent version of the chrome logo for use on black backgrounds. WHITE BACKGROUNDS The Jaguar chrome logo should appear on a white background whenever possible. BLACK BACKGROUNDS In exceptional circumstances such as a TV end frame the chrome logo can be placed on a black background. PHOTOGRAPHIC BACKGROUNDS Never position the logo on a photographic background that is made of midtones as this will compromise the legibility of the logo. LOGO USAGE GUIDELINES BACKGROUNDS J AG U A R STYL E G UID E | LO G OS X X CHROME OUTLINE / LARGE OUTLINE / SMALL INCORRECT LOGO USAGE

PAG E 3 A clear space area around our logo helps it to stand out in every layout. Do not place other visual elements within this area. FOR PRINT APPLICATIONS The amount of space is calculated as follows: If the width of the logo = X Clearance above and below = 0.15X Clearance to the sides = 0.25X So if the width of the logo = 10cm Clearance above and below = 1.5cm Clearance to the sides = 2.5cm FOR DIGITAL APPLICATIONS This represents the worst case scenario. Allow more space around the logo wherever possible. The amount of space is calculated as follows: If the width of the logo = X Clearance above and below= 0.1X Clearance to the sides = 0.1X So if the width of the logo = 100 pixels Clearance above and below = 10 pixels Clearance to the sides = 10 pixels LOGO USAGE GUIDELINES CLEAR SPACE AREA J AG U A R STYL E G UID E | LO G OS FOR PRINT COMMUNICATIONS FOR DIGITAL COMMUNICATIONS 0.15X 0.15X 0.25X 0.25X X 0.1X 0.1X 0.1X 0.1X X

PAG E 4 SIZING The size of the logo is measured by the width of the wordmark – between the left edge of the ‘J’ and the right edge of the bottom of the ‘R’. MINIMUM SIZE FOR PRINT COMMUNICATIONS The minimum recommended size of the Jaguar chrome logo in printed communications is 18mm. If the logo needs to be smaller than 18mm, use the small use monochrome version. The small use monochrome logo can never be less than 12mm wide. MINIMUM SIZE FOR DIGITAL COMMUNICATIONS The minimum recommended size of the Jaguar chrome logo for digital communications is 90 pixels. If the logo needs to be smaller than 90 pixels, use the small-use monochrome version. The small-use monochrome logo can never be less than 60 pixels wide. LOGO USAGE GUIDELINES SIZING AND MINIMUM SIZE J AG U A R STYL E G UID E | LO G OS MEASURING THE LOGO FOR PRINT COMMUNICATIONS FOR DIGITAL COMMUNICATIONS Minimum size for the chrome logo is 18mm Measure from the left edge of the ‘J’ to the right edge of the bottom of the ‘R’. Minimum size for the monochrome logo is 12mm Minimum size for the chrome logo is 90 pixels Minimum size for the monochrome logo is 60 pixels

PAG E 5 JAGUAR Our primary typeface is called ‘Jaguar’, and is available in two weights: Bold and Regular. It is to be used for headlines, titles and sub- heads. Uppercase (all caps) is the preferred use for all Jaguar communications and should be used for primary messaging and headlines. Lowercase should be used in exceptional circumstances when uppercase is too large for a given format. GOTHAM Gotham is our secondary typeface. It is used for body copy and quotations, but not head - lines. We use three weights of Gotham: Bold, Book and Light. ARIAL Arial is used for live copy within websites and PowerPoint only, if Gotham is not available. DOWNLOADING GOTHAM The Gotham font can be purchased and downloaded from: http://www.typography.com/fonts/font_ styles.php?productLineID=100008 FONT USAGE GUIDELINES TYPOGRAPHY J AG U A R STYL E G UID E | FONTS JAGUAR BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz J AG U A R R EG UL A R ABC D E F GH IJ K L M NO PQ RSTU VWX Y Z 1234567890 abcdefghijklmnopqrstuvwxyz GOTHAM LIGHT A BCDEF GHI JK LM N O PQRS T UVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz GOTHAM BOOK AB CDEF GH IJ K L M N O PQRS T UVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz GOTHAM BOLD AB C D EF GH IJK LM N O PQRS T UVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz

PAG E 6 When using the Jaguar font, our headlines use upper case over a maximum of four lines. Set any upper case text to ‘All Caps’ within the char - acter palette. This will ensure that all hyphens are centered within the Cap height and is par - ticularly important when setting nameplates. POSITIONING The nameplate is set directly above the headline in the same point size and in uppercase. LEADING Set the leading to 110% of the headline point size. A headline set in 40pt has 44pt leading. INTER-CHARACTER SPACING Occasional kerning between two adjacent char - acters may be needed but do not add or reduce spacing uniformly across the entire headline. NAMEPLATE AND RANGE The vehicle range must always read XF, XJ and XK. The highlighted nameplate is to be twice the size of the range which are positioned alongside and are set on the same baseline as shown on the right. FONT USAGE GUIDELINES HEADLINE / NAMEPLATE STYLING J AG U A R STYL E G UID E | FONTS With leading 110% of the type point size. Nameplate Range Range Nameplate XF XJ XK C ! X16 C ! X16 X XF XJ XK Nameplate and range Headline Correct use of leading and inter-character spacing. In the above example the ‘XF’ is the featured nameplate and is twice the size of the range that is positioned alongside and set on the same baseline. This approach can currently only be applied for the XK, XJ and XF range. Example of ‘XK’ as featured nameplate and ‘XF’ and ‘XJ’ as range. Set all upper case letters to ‘All Caps’ within the character palette. When ‘All Caps’ is not switched on the hyphen is positioned too low within the nameplate. Nameplate - Centered Hyphen Nameplate - Centered Hyphen - Incorrect usage SET HEADLINES IN UPPER CASE JAGUAR BOLD

PAG E 7 ACCENT COLOR SUPPORTING COLORS ACCENT COLOR DEEP RED PANTONE: 201 C CMYK: 0, 100, 63, 29 RGB: 158, 27, 50 HTML: 9e1b32 Websafe RGB: 153, 0, 51 Websafe HT ML: 990033 DEEP RED GRADATION A black gradation is placed on top of 100% deep red. Use the values of black, shown right for the correct gradation. The 80% black can be reduced to a lower per - centage when placed on a dark background, to ensure legibility. SUPPORTING COLOURS Silver is used in our logo and also as a sup - porting colour. Silver or 45% black can also be graduated to 90% black as a horizontally ap - plied graduation. This is applied to nameplates and range in ATL advertising. Black is a functional colour best suited to copy and monochrome applications. Tints of black can be used at intervals of 10% between 90% and 20%. COLOR USAGE GUIDELINES PA L E T T E J AG U A R STYL E G UID E | C OLOR PA L E TT E White SILVER PANTONE: 877 CMYK : 0, 0, 0, 30 RGB: 167, 169, 172 HTML: A7A9AC Websafe RGB: 153, 153, 153 Websafe HTML: 999999 SILVER GRADUATION 100% silver, or 45% black to 90% black. *The 90% black can be reduced to a lower percentage when placed on a dark background, to ensure legibility. Mid-point 80% Black Palette used to provide accents across touchpoints. 50% Mid-point Silver 90% Black 50% Or 30% black Use black as a utility palette for copy or monochromatic applications BLACK AND WHITE TINTS OF BLACK 80% 70% 60% 50% 40% 30% 20%