Contents 1. Introduction 3 2. Core elements 7 4. Stationery 53 Interior color and material mood board 74 Core and explore – our approach to brand management 4 Volvo Spread Word Mark 8 Business cards Concept development 75 Volvo identity vs dealer identity 5 Volvo Penta Spread Word Mark 11 Volvo Spread Word Mark 54 Layouts and design considerations 76 The Volvo trademark rules 6 Volvo Iron Mark Logotype 14 Volvo Penta Spread Word Mark 55 8. Exteriors at dealerships 77 Golden rules to protect the Volvo trademark 6 Volvo Penta Spread Word Mark Stacked 15 Letterheads Before getting started 78 Typography 17 Volvo Spread Word Mark 56 Planning and installing exterior signage 79 Colors 21 Volvo Penta Spread Word Mark 57 Promote main Volvo business Icons 27 Envelopes or several Volvo business entities on the facade 80 Layout principles 30 Volvo Spread Word Mark 58 Representing several Volvo business entities 81 Be generous with space 31 Volvo Penta Spread Word Mark 59 Representing several brands 82 Keep it simple 32 Invoices 60 Facade clear zones 83 Create a clear order 33 Fax sheets 61 Signage clear zones 84 Pay attention to details 34 Compliments slips Facades and lighting 85 Image tonality 35 Volvo Spread Word Mark 62 Flags and additional signs 86 Our color tone 36 Volvo Penta Spread Word Mark 63 Basic principles 87 Human presence 37 E-mail signatures 64 Small dealership 88 Storytelling 38 5. Name tags and badges 65 Medium/Large dealership 89 Clear source of light 39 Name tags 66 Things to consider 90 Authenticity 40 Badges 67 Products 41 9. Service vehicles 92 Tone of voice 42 6. Events and sponsorships 68 Striping for Volvo-branded service vehicles 93 UX principles 44 Events 69 Active areas for information Sponsorships 70 for Volvo-branded service vehicles 94 3. Marketing material 45 Service vehicles with dealership identity 95 Inserting dealer contact details 46 7. Interior principles 72 Volvo Action Service 96 Inspirational examples 47 A creative and welcoming feeling 73 References 97 VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 2