Avis Brand Manual
Avis Brand Manual
Avis Brand Manual
The Avis personality is a combination of tangible products and services along with our intangible traits such as values (see page 9) and our heritage (We Try Harder). It makes us unique in a competitive marketplace whilst creating an emotional link with our customers by bringing our brand values to life. In everything we do, our In-touch, Passionate and Straightforward values should be evident. Our brand personality is expressed through our tone of voice. This is how we (operations, sales, marketing etc) talk to customers at any touch point in their journey. Everything within those interactions e.g. the messages, the logos, colours, etc should reect the Avis tone of voice. Below is a guide to help you review your communications against the Avis tone of voice. Translations of the Avis tone of voice can be found on the Avis Asset Bank or on the disc supplied with these guidelines.
The basic building blocks
Is it Avis? If its the rst idea out of the box then its probably not original enough. If it feels clichd how will it make Avis appear different? If its obvious then it might patronise. If its too clever we may lose people. If it seems familiar then we have to give it a twist. If it feels contrived its wrong. If it looks like we thought about it thats good. If a customer has to think a little bit thats good too. If its witty, or raises a smile in the process thats a plus. If we set out to make them laugh thats a joke, and Avis is not a joke. If it looks tacky then how can it say quality? And most importantly, if it feels lazy then how will anyone think We Try Harder?
In Touch contemporary relevant sophisticated engaging smart empathetic supportive stylish up-to-date clever innovative intelligent trendsetting pioneering Passionate condent witty challenging unpredictable fresh unexpected surprising different quality original bold enthusiastic effort optimistic creative lateral individual Straightforward simple conversational honest informal approachable fair transparent open trust easy solid reliable genuine hard-working loyal human
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Avis colours
The use of the right colours in all communications helps ensure a consistent and strong Avis image the importance of which cannot be overstated.
The basic building blocks
White C0/M0/Y0/K0
Colours are shown for reference only and should not be used for visual colour matching. For print, refer to Pantone Matching System swatches.
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The Avis button logo should never appear smaller than 15mm in width. If you require a logo less than 15mm please revert to the quarter curve or the Avis basic logo.
The Avis basic logo should never appear smaller than 12mm in width.
Mono version
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Exclusion zone
The area surrounding the logo must be free from other graphic imagery, typography, page trim, folds or any other visual elements that may hinder communication. Please note that this does differ from the signage guidelines.
Colour options
Wherever possible, the Avis logo should be shown in Avis red on a plain white background. However, this isnt totally inexible it may also be shown as white reversed out of Avis red, mono or out of Avis premium silver on Avis premium communications.
A height A A
Colour versions
The word Avis in lower case headlines. The word AVIS in lower case headlines. The word Avis in body copy The word AVIS in body copy
Mono versions
The line We Try Harder in headlines. The line We Try Harder in body copy The line We try harder in body copy Avis really does try harder Avis really does Try Harder
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Exclusion zone
The area surrounding the logo must be free from other graphic imagery, typography, page trim, folds or any other visual elements that may hinder communication.
A
A height
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Mono version
French logo
When producing communications for France, a translation of We Try Harder should be included. This should sit centralised under the button and in-line with the S of Avis. The minimum sizes set out on page 13 should apply to the button. There is no minimum or maximum sizes for the translation but always ensure that this is legible.
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Dont tint
Dont tint
We Try Harder
Dont obscure Dont use previous or US version Dont distort Dont obscure Dont use previous or US version Dont distort
Dont recreate
Dont recreate
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Avis base curve and button logo to be used if appropriate. Basic logo in Avis red and whiteout to be used if curve and button logo not appropriate.
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).
Only the Avis basic logo is to be used unless Avis Europe Marketing agree the curve is appropriate. Use in Avis red or whiteout. 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.
It is recommended that a standard end frame is applied with the Avis logo. 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.
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Typeface
The Avis corporate font is Helvetica Neue. Its simple, legible, straightforward nature helps communicate our brand values as does the italicised form used for headlines, which is suggestive of motion and a company that always operates at speed. This should be used in all our communications, both external and internal, as it will aid uniformity and that all-important recognition.
The basic building blocks
For consistency, the weights given opposite should be used for all headlines, supporting copy and body copy. Please refer to the templates section for suggested font sizes.
To buy the Helvetica font visit www.linotype.com NB. If absolutely necessary a secondary font could be used for internal pc work. Please use Arial Narrow for headers and Arial for body copy. e.g. PowerPoint presentation or letter.
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