EVENTS AND SPONSORSHIPS BACK TO CONTENTS Activate the brand through Principles for Volvo logotypes in sponsorships 3X 3X 4X 4X sponsorships The minimum clear zone shall be equal to 3X X X the height of the Volvo Spread Word Mark and 3X 3X 4X 4X Sponsorships are an integral part of the overall 4X the height of the Volvo Penta Spread Word Mark. marketing mix and a tool for escalating the Volvo 3X 3X 4X 4X brand by reinforcing the aspired perception and If possible, a double clear zone is preferred OTHER OTHER BRAND BRAND build or deepen relationships with customers when placing the Volvo logotypes next to other and stakeholders. This for both commercial and logotypes. corporate purposes, e.g.. drive sales, increase The Volvo logotypes and other brand logotypes employer attraction, showcase commitments. 3X 4X may be separated by a thin, black line centered between the logotypes. 3X The Volvo Sponsorship Strategy, issued by 4X OTHER the Brand Management Department at The business descriptor and/or tagline for an BRAND individual business is not allowed in direct con- OTHER Volvo Group Headquarters (BEX) provides BRAND the overall sponsorship direction while the nection to the Volvo logotypes (Spread Word Mark or Iron Mark). following principles apply for brand exposure. 2X 3X 3X For large and narrow and special applications X X the following exceptions to the clear zone rules 2–3X 2X 3-4X 3-4X apply for sponsorship and collaborations: • Clear space 2X above and below the logo- type + 2–3X to the sides for large advertising boards and special formats, width 5+ meters. Visual balance and other elements to consider X 0,5X Additional guidance determine if 2 or 3X clear zone to the sides work better. For Volvo Penta 3X +3–4X apply. 4–6X 4–6X When Volvo Group or other Volvo entities is in sponsorship, or in partner- Use white or black background with contrasting ship of the same event as Volvo Cars (or another Volvo entity) the Volvo logotype. Spread Word Mark is used – one for both parties. Clarification regarding 1X the specific entity involved is kept to the activation of the sponsor-/partner- X ship and/or separate texts elsewhere on a website for example. • Clear space 0,5X top and bottom + 4–6X left and right for wide narrow LED animated arena 6–8X 6–8X Exception: if there is no opportunity to communicate besides the logotype banners. For Volvo Penta 1X +6–8X apply. on e.g. a website the Volvo Spread Word Mark with a corporate identit- fier/business descriptor can be allowed in rare cases. No exceptions are White logotype on black background is recom- allowed unless approved by the Brand management department at Volvo mended for better visibility. Group HQ (BEX). VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 70