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Core Elements

Dacia Brand Guidelines


VERSION 02 - JUNE 2018
Core Elements Contents

Introduction

This document presents the core elements


of the Dacia brand’s graphic standards.

Its purpose is to guide internal departments


and outside agencies in creating their marketing
collateral. It details the brand’s codes and how
to use them.

By following these guidelines, you are helping


to make Dacia an optimistic and generous brand.

Dacia Brand Guidelines Version 02


Core Elements

Contents

Introduction

01. Brand presentation

02. Logo System 04. Typography

Logo, emblem and endorsement . . . . . . . . . . . . . . . . . . . . . . . . 08 Brand typography: Dacia Spirit. . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Photomontage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42


Logo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 09 Brand typography: Read. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Graphism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
Emblem. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Type usage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Endorsement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Substitution typography: Arial . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Blue shaded gradient. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Don’ts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 05. Icons
Logo placement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
• Title placement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 USP icons. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Endorsement placement Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
• Standard media formats – landscape and square. . . . . . . . . 16 Applications. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
• Standard media formats – vertical. . . . . . . . . . . . . . . . . . . . . . . 17 Don’ts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
• Special media formats – landscape and vertical. . . . . . . . . . 18
• Don’ts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 06. Animated Emblem
• Size of endorsement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
• Title placement & title size. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Emblem animation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
• Back cover. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Warranty signature. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 07. Style d’expression

03. Colours Illustrations


• style. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
Masterbrand colours. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 • rules. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
• examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41

Dacia Brand Guidelines Version 02. page 3


01 Brand presentation
Core Elements
WHO’S DACIA?
Along the years, we’ve stayed true to our values and
became the smart choice of millions of customers.

We offer attractive,
quality cars
at the best price
WHAT WE SAY HOW WE SPEAK AND ACT

Attractive Honest
A simple range of cleverly designed cars with Direct and connected to reality
surprising capabilities

Quality Generous
Robust and reassuring cars, with proven Selfless and thoughtful
technology and sturdy engineering,
all backed-up by reliable service
Free-spirited
Best price Disruptive and refreshing
At Dacia we offer more of less – our prices are
clear and straightforward and every Dacia
offers exceptional value for money
02 Logo System
Core Elements
Core Elements. Logo System Contents

Logo, emblem and endorsement


Our brand is represented by the logo
(Dacia typogram), the emblem and
the endorsement.

Their use depends on the media


on which they will be applied.
LOGO EMBLEM ENDORSEMENT
The Dacia logo has evolved. It is
different from the one used on
documents prior to these guidelines.
It is important to use the one saved
in our Brandhub.

Please note: The endorsement


must never be used alone;
it appears only on our product
communication and advertising
media.

The following pages present their


rules of use, as well as links to
download these graphical elements.

Corporate use Use at a dealership, trade fair, on vehicles Use on all product and advertising
and as a TV signature communications

Assets are available to download


from the Brandhub:
www.brandhub.groupe.renault.com

Dacia Brand Guidelines Version 02. page 8


Core Elements. Logo System Contents

Logo
The logo is the typogram, i.e. the
word Dacia in its particular typeface.

MINIMUM SIZE

To ensure our logo retains optimal


readability, minimum size has been
defined. Smaller sizes should never
be used. This size has been defined
in millimetres for printed media
and in pixels for digital uses.

PROTECTED AREA

The defined area, based on the


height of the D in Dacia, protects
the logo, from graphical or textual
elements that could inhibit its
readability.

APPLICATIONS ON A BACKGROUND

It is used in Pantone 295 C blue


when applied on a white background, MINIMUM SIZE PROTECTED AREA APPLICATIONS ON A BACKGROUND
and reversed in white when applied
on a blue shaded background.
10 mm / 100px
It cannot be used on another colour
or over a photo.

(Exception : it can be used in 100%


black if the medium requires). Pantone 295 C background White background Blue shaded background

Dacia Brand Guidelines Version 02. page 9


Core Elements. Logo System Contents

Emblem
The emblem is a complement to the
brand logo; it is unchanging and may
not be modified under
any circumstances.

(Exception : it can be used in two


colours or in black if the medium
requires).

MINIMUM SIZE

To ensure our emblem retains optimal


readability, minimum size has been
defined. Smaller sizes should never
be used. This size has been defined
in millimetres for printed media
and in pixels for digital uses.

PROTECTED AREA

The defined area, based on the


height of the D in Dacia, protects
the emblem, from graphical
or textual elements that could MINIMUM SIZE PROTECTED AREA APPLICATIONS ON A BACKGROUND
inhibit its readability.

APPLICATIONS ON A BACKGROUND 16 mm / 120 px

The emblem is applied only to a


Pantone 295C blue background,
a white background or the blue
gradient background.
It cannot be used on another colour
or over a photo.
Pantone 295 C background White background Blue shaded background

Dacia Brand Guidelines Version 02. page 10


Core Elements. Logo System Contents

Endorsement
An endorsement system was created
for printed and advertising media,
user manuals and for digital media.

The endorsement must be placed at


the top left of the support (for print,
advertisements and digital media).
Its size is defined by the size of the
media type to which it is applied
(see pages 16 to 22); it must never
be applied to a support where the
emblem, inside the endorsement,
is smaller than 16mm/120px.

The endorsement is not a logo.


It must never be used alone; it
must be applied to support (print,
advertisement or digital media),
on which it will be placed at the
top left margin (see pages 16
to 22 for more information).

MINIMUM SIZE ENDORSEMENT PLACEMENT

16 mm / 120 px

The endorsement is always


placed in the upper left corner
of the support, with a bleed.

Dacia Brand Guidelines Version 02. page 11


Core Elements. Logo System Contents

Blue shaded gradient


The blue gradient is used on COMPOSITION OF THE GRADIENT
(example in horizontal A4 format)
corporate document covers,
on which the logotype is applied.

This gradient is subject to the very


precise, detailed composition rules
shown opposite. These rules apply The start of the
radial gradient
for horizontal, vertical, square and is located in the
long formats (such as kakemonos). centre of the upper
right quarter
For this standard, the format
(regardless of its dimensions) must GRADIENT SPECTRUM : USE THE RADIAL VERSION
be divided into four equal parts (adjustments to be made in Adobe Illustrator,
(see illustration, opposite). The Gradient direction Photoshop and/or InDesign)
start of the gradient begins in the POSITIONING & COLOURS :
centre of the upper right portion.
The end of the gradient is located 50% 60%

at the corner of the lower left part.


These placements must always
be respected in order to maintain
consistency from one format to
another. 5% 45% 100%

C 65 C 88 C 100
M 7 M 30 M 77
Y 0 Y 0 Y 30
K 0 K 0 K 15
R 63 R 0 R 0
G 185 G 130 G 40
B 232 B 210 B 85

Assets are available to download


The end of the radial gradient is located at the corner of the lower left part
from the Brandhub:
www.brandhub.groupe.renault.com

Dacia Brand Guidelines Version 02. page 12


Core Elements. Logo System Contents

Don’ts
Our emblem and logotype are the
visual cornerstones of our brand dolor sit
identity system.
Please only ever use the supplied
amet, consectetuer
artworks.
Under no circumstances should our The logo must not be used when writing the The logo’s colours must not No element may be removed Do not place the logo on a
emblem or logotype be recreated name Dacia within a title or running text be modified. from, added to or moved within background with multiple colours
or edited. the logo

The emblem’s colours must The emblem must not be The Dacia name must not
not be modified used without the logo be translated

Dacia Brand Guidelines Version 02. page 13


Core Elements. Logo System Contents

Logo placement
LANDSCAPE AND SQUARE FORMATS X / 10 X / 2,5 X / 12 X/4

The position and size of the logo will


X / 10 X / 12
depend on the medium.
We invite you to use the templates
available on the Renault Group’s
Brandhub to put together your
own documents.
If you cannot, you can use the
proportions set out in this document.

The size of the logotype is calculated


based on the smallest dimension of X
the piece (X).

The logo is always positioned


at the cover’s top left, following
the standard shown here.

VERTICAL FORMAT

The size of the logotype is calculated


based on the smallest dimension of
the piece (X).
Warning:
The logo is always positioned the size and the placement of the
at the cover’s top left, following logotype Dacia do not apply to the
the standard shown here. stationery supports.

Assets are available to download


from the Brandhub: X
www.brandhub.groupe.renault.com

Dacia Brand Guidelines Version 02. page 14


Core Elements. Logo System Contents

Logo placement - title placement


Titles are positioned at the bottom X / 12 X/4
right of documents, following the rule
presented here.
X / 12

When a title spreads over two


X / 10 X / 2,5
lines and/or a subtitle is used, the
minimum height must be respected
and the title must be raised to comply
X / 10
with the standard.

For horizontal and square formats,


titles are placed a minimum height
of X/6 from the bottom of the cover.
For vertical formats, titles are
positioned a minimum height of X/4
from the bottom of the cover.

2018 Paris
2018 Paris motor show motor show
X/6 Malesuada tristique
mini
X/4
mini
X / 10

Assets are available to download


from the Brandhub: X / 12
www.brandhub.groupe.renault.com X

Dacia Brand Guidelines Version 02. page 15


Core Elements. Logo System Contents

Endorsement placement - standard media


LANDSCAPE AND SQUARE FORMATS

Standard media dimensions include


European formats. This pertains to
formats A0 to A6, common display
formats such as 60x80cm posters,
bus shelters, 4x3 metres, etc. LANDSCAPE FORMAT SQUARE FORMAT

The rule for calculating the size of the


X/5 Tristique Consectetuer X/5 Tristique
Consectetuer
endorsement for horizontal and square
documents is shown opposite.

The height of the endorsement is


equal to 1/5 the smallest side of the
document (designated here by the
letter X).
This dimension is fixed and may not be X X
modified.

If a template exists in the Brandhub,


you may not modify the size of the
endorsement.

Dacia Brand Guidelines Version 02. page 16


Core Elements. Logo System Contents

Endorsement placement - standard media


VERTICAL FORMAT
X
EXCEPTION
Standard media dimensions include
European formats. This pertains to
Tristique Consectetuer
Vertical A4 format is an exception to this
formats A0 to A6, common display X/6
standard, since the endorsement is used
formats such as 60x80cm posters, at a size of 1/5 of X instead of 1/6.
bus shelters, 4x3 metres, etc.
X
The rule for calculating the size of the
endorsement for vertical documents
is shown opposite.
X/5 Tristique
Consectetuer
The height of the endorsement is equal
to 1/6 the smallest side of the document
(designated here by the letter X).
This dimension is fixed and may not be
modified.

If a template exists in the Brandhub,


you may not modify the size of the
endorsement.

Dacia Brand Guidelines Version 02. page 17


Core Elements. Logo System Contents

Endorsement placement - special media


LANDSCAPE AND VERTICAL FORMATS
X
Special media are media types with
unusual dimensions, such as very long X/4
(e.g. : More O’Ferral) or very narrow
(e.g. : leaflet, kakemono).
Tristique
Consectetuer
X
The rule for calculating the size of
the endorsement for these special Tristique
X/4
horizontal and vertical documents Consectetuer
is shown opposite.

The height of the endorsement is equal


to 1/4 the smallest side of the document X/4 Tristique Consectetuer
(designated here by the letter X).
This dimension is fixed and may not be
modified.
X
If a template exists in the Brandhub,
you may not modify the size of the
endorsement.

More o’ ferral

Leaflet

Kakemono

Dacia Brand Guidelines Version 02. page 18


Core Elements. Logo System Contents

Endorsement placement - don’ts


The endorsement is subject to strict
usage rules that must be respected.

Shown opposite are a few examples


of what not to do. This is not an
exhaustive list.
Dacia Duster
Dacia Duster
Dacia Duster

Dacia Duster

Do not crop the endorsement Do not place the endorsement Do not increase the size of the blue Do not separate the endorsement
in another location gradient from its title

Dacia Brand Guidelines Version 02. page 19


Core Elements. Logo System Contents

Endorsement placement
SIZES OF ENDORSEMENT

This table summarises the different Example of vertical format


endorsement sizes by media type. SUPPORTS ENDORSEMENT SIZE
Tristique
These dimensions must be respected. Consectetuer
Product brochures X/5
The composition of the endorsement,
as well as the font sizes, are described Mini-brochures X/5
in the previous and following pages.
User’s manual X/5
The “X” dimension is equal to the
smallest side of the media piece. Leaflets X/4

4x3m posters X/5

Bus shelter posters X/6 X


More O’Ferral posters X/4

Press adverts, simple or double pages X/6 Example of landscape format

Press adverts, half page X/5 Tristique Consectetuer

Kakemonos X/4
X
Posters X/6

Press books X/5

X = SMALLEST SIDE OF THE MEDIUM

Assets are available to download


from the Brandhub:
www.brandhub.groupe.renault.com

Dacia Brand Guidelines Version 02. page 20


Dacia
Core Elements. Logo System

Endorsement placement
TITLE PLACEMENT & TITLE SIZE
Dacia UNIT OF MEASUREMENT FOR THE TITLE SIZE
Title sizes are calculated based on the height of the letter
Contents

The titles can be positioned in three D in the logotype.


different ways when lined up with
the endorsement, depending whether
the title covers one or two lines.

The title size is equal to 5 times the


height of the letter D from the emblem
used inside the endorsement. For the
2-line version, the line spacing is equal A
to twice the height of the letter D.
A A A A
When the title is too long, the title is
positioned beneath the endorsement. A

All-new Ipsum All-new


//

Titles expand or shrink proportionally,

Dacia
according to the size of the
endorsement.
//
A

All-new
Dacia
ONE-LINE TITLE TWO-LINES TITLE TITLE BENEATH THE ENDORSEMENT
Placement and size of one-line title, it is centred along Placement of two-lines title (the body of the text is Document title placement rule when it is placed
the top with respect to the endorsement. identical to the one-line version), its size is equal to five beneath the endorsement.
Its size is equal to five times the height of the letter D times the height of the letter D in the emblem, the line
in the emblem. spacing is equal to twice the height of the letter D.

(Please note: The second line IS NOT ALIGNED with the


bottom of the endorsement).

Dacia Brand Guidelines Version 02. page 21


Core Elements. Logo System Contents

Endorsement placement
VERTICAL FORMAT
BACK COVER
Lorem Ipsum
In print, the outside back cover is
composed of a white background,
on which overlaps the visual from
the front cover.
This part is calculated based on the
document’s width.

This visual must be an extension Legal notices:


from the front cover; in no case may Read Light body 6 pts
another photo be used. line spacing 6,5 pts.

The endorsement also overlaps on


the outside back cover. As this is Y/8
Vestibulum id ligula porta felis euismod semper. Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Aenean eu leo quam. Pellentesque ornare sem
lacinia quam venenatis vestibulum. Maecenas faucibus mollis interdum.
Vestibulum id ligula porta felis euismod semper. Integer posuere erat a ante
venenatis dapibus posuere velit aliquet. Duis mollis, est non commodo
luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Aenean eu leo
quam. Pellentesque ornare sem lacinia quam venenatis vestibulum. Cum
sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus

a clipping mask, and the gradient


mus. Donec ullamcorper nulla non metus auctor fringilla. Donec sed odio dui.
Nullam quis risus eget urna mollis ornare vel eu leo. Aenean lacinia
bibendum nulla sed consectetur. Vivamus sagittis lacus vel augue laoreet
rutrum faucibus dolor auctor. Cras mattis consectetur purus sit amet
fermentum venenatis dapibus posuere velit aliquet.

Y / 15
is an image, the mask can be
extended without moving the Y
Y / 15 Y / 30 Y / 30 Y/3
gradient.
LANDSCAPE AND SQUARE FORMATS
The logo is placed at bottom left
of the outside back cover, following Lorem Ipsum
the standards presented here.

In certain publications (e.g. product


or accessory brochures), there may be Legal notices:
legal notices. They are placed on the Read Light body 6 pts
line spacing 6,5 pts.
back cover according to the standards
shown opposite.
Y/8 Vestibulum id ligula porta felis euismod semper. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean eu leo quam.
Pellentesque ornare sem lacinia quam venenatis vestibulum. Maecenas faucibus mollis interdum. Vestibulum id ligula porta
felis euismod semper. Integer posuere erat a ante venenatis dapibus posuere velit aliquet. Duis mollis, est non commodo
luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Aenean eu leo quam. Pellentesque ornare sem lacinia quam
venenatis vestibulum. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec
ullamcorper nulla non metus auctor fringilla. Donec sed odio dui. Nullam quis risus eget urna mollis ornare vel eu leo. Aenean
lacinia bibendum nulla sed consectetur. Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor auctor. Cras mattis
consectetur purus sit amet fermentum venenatis dapibus posuere velit aliquet.

Y / 20

Y
Y / 20 Y / 25 Y / 25 Y/3

Dacia Brand Guidelines Version 02. page 22


Core Elements. Logo System Contents

Warranty signature
The warranty signature was created
with the Dacia Spirit Light and Bold
typefaces and the Read typeface.

It is entirely in Pantone 295 C blue.

This signature may be translated


and adapted by different countries.
It must respect the principle shown
here.

If you need to develop the signature


in another langage, please get in
touch with us:
contact.brandhub@renault.com

MINIMUM SIZE PROTECTED AREA UK VERSIONS

20 mm / 100 px

Assets are available to download


from the Brandhub:
www.brandhub.groupe.renault.com

Dacia Brand Guidelines Version 02. page 23


03 Colour
Core Elements
Core Elements. Colour Contents

Masterbrand colours
Our primary colours help to give us PRIMARY COLOURS SECONDARY COLOURS TERTIARY COLOURS
a point of difference and make our
identity standout.
Pantone 7529 C
To provide some flexibility, secondary Pantone WARM GRAY 1 C C 007 M 014 Y 020 K 022
C 009 M 009 Y 017 K 000 R 185 G 170 B 150
colours have been specified. These Pantone 295 C R 215 G 210 B 200 HTML #B8A999
colours act as a support for our C 100 M 077 Y 030 K 015 HTML #D8D1CA
R 000 G 040 B 085
primary colours. RAL 080 80 05
HTML #10314C
RAL 270 20 25
Tertiary colours are used occasionally
in event-driven or digital Pantone 226 C
C 000 M 100 Y 002 K 000
communications. R 215 G 000 B 110
Pantone 165 C
HTML #D7006D
C 000 M 070 Y 100 K 000
R 255 G 100 B 030
HTML #FF671B
Pantone 2173 C RAL 050 60 80
C 088 M 030 Y 000 K 000
Pantone 395 C
R 000 G 130 B 210
C 009 M 000 Y 090 K 000
HTML #0089CD
R 235 G 230 B 020
RAL 240 60 40
HTML #EDE813

Pantone 3275 C
C 090 M 000 Y 052 K 000
R 000 G 175 B 165
C 000 M 000 Y 000 K 000 HTML #00B09A
R 255 G 255 B 255
HTML #FFFFFF
RAL 9010

Dacia Brand Guidelines Version 02. page 25


04 Typography
Core Elements
Core Elements. Typography Contents

Brand typography
A typeface was developed especially

Dacia Spirit
for Dacia— named Dacia Spirit.
This typeface is available in the Latin,
Cyrillic and Hebrew alphabets.

It is used only for titles and head-ins


in our marketing collaterals.

Dacia Spirit Light Dacia Spirit Regular


abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ! 0123456789 !

Dacia Spirit Bold Dacia Spirit Black


abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ! 0123456789 !

Assets are available to download


from the Brandhub:
www.brandhub.groupe.renault.com

Dacia Brand Guidelines Version 02. page 27


Core Elements. Typography Contents

Brand typography
The Read typeface was developed
for subtitles, running text, captions

Read
and annotations for all of the Renault
Group’s brands (including Dacia).

In no case may it be used for titles,


whether on covers or in interior
pages.

This font also exists in Cyrillic, Arabic


and Hebrew versions.

Read Light Read Regular Read Medium Read Bold


abcdefghijklmnopqrs abcdefghijklmnopqrs abcdefghijklmnopqrs abcdefghijklmnopqr
tuvwxyz ABCDEFGHI tuvwxyz ABCDEFGHI tuvwxyz ABCDEFGHI stuvwxyz ABCDEFGHI
JKLMNOPQRSTUVW JKLMNOPQRSTUVW JKLMNOPQRSTUVW JKLMNOPQRSTUVW
XYZ 0123456789 ! XYZ 0123456789 ! XYZ 0123456789 ! XYZ 0123456789 !

Read Light Italic Read Italic Read Medium Italic Read Bold Italic
abcdefghijklmnopqrs abcdefghijklmnopqr abcdefghijklmnopqrs abcdefghijklmnopqr
tuvwxyz ABCDEFGHI stuvwxyz ABCDEFGHI tuvwxyz ABCDEFGHI stuvwxyz ABCDEFGHI
JKLMNOPQRSTUVW JKLMNOPQRSTUVW JKLMNOPQRSTUVW JKLMNOPQRSTUVW
XYZ 0123456789 ! XYZ 0123456789 ! XYZ 0123456789 ! XYZ 0123456789 !
Assets are available to download
from the Brandhub:
www.brandhub.groupe.renault.com

Dacia Brand Guidelines Version 02. page 28


Core Elements. Typography Contents

Type usage

Title in Dacia Spirit


The choice whether to use the Dacia
Spirit or Read typeface depends on the
type of text.

Dacia Spirit:
The Dacia Spirit typeface must only be
used for titles and head-ins.

Weights and colours are standardised: Subtitle in Read Light or Subtitle in Read Bold
• Titles must have 2 different weights,
Dacia Light and Bold.

• Subtitles are either completely in Read


Light or completely in Read Bold.

• When Dacia Light is used, the text


must be in Pantone 295 C blue,
Basic text to write only with the typeface Read. Vel illum dolore eu feugiat nulla facilisis at vero eros et
or equivalent (see Colour, page 25). Lorem ipsum dolor sit amet, consectetuer adipiscing accumsan et iusto odio dignissim qui blandit praesent
elit, sed diam nonummy nibh euismod tincidunt ut luptatum zzril delenit augue duis dolore te feugait
• When Dacia Bold is used, the text laoreet dolore magna aliquam erat volutpat. Ut wisi nulla facilisi.
must be in Pantone 2173 C blue, enim ad minim veniam.
or equivalent (see Colour, page 25).
Lorem ipsum dolor sit amet, cons ectetuer adipiscing
The most important information in the Quis nostrud exerci tation ullamcorper suscipit lobortis elit, sed diam nonummy nibh euismod tincidunt ut
title or head-in must always be in Dacia nisl ut aliquip ex ea commodo consequat. Duis autem laoreet dolore magna aliquam erat volutpat. Ut wisi
Spirit Bold, Pantone 2173 C blue. vel eum iriure dolor in hendrerit in vulputate velit esse enim ad minim veniam, quis nostrud exerci tation
molestie consequat duis autem vel eum iriure dolor in ullamcorper suscipit lobortis nisl ut aliquiptetuer.
Read :
The Read typeface is to be used
hendrerit in vulputate velit esse.
exclusively for subtitles, running text,
captions and annotations.

Dacia Brand Guidelines Version 02. page 29


Core Elements. Typography Contents

Substitution typography
While Dacia Spirit and Read remain
the main typefaces for the Latin and

Arial
Cyrillic alphabet, we will use Arial
across all languages, only for
instances when neither of the primary
fonts are available due to technical
limitations.

Arial Regular Arial Italic


abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 !
0123456789 !

Arial Bold Arial Bold Italic


abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 !
0123456789 !

Dacia Brand Guidelines Version 02. page 30


05 Icons
Core Elements
Core Elements. Icons Contents

USP icons
These USP (Unique Selling Point) EXAMPLES OF HORIZONTAL USP PICTOGRAMS EXAMPLES OF VERTICAL USP PICTOGRAMS
pictograms were created specifically
for Dacia to illustrate our vehicles’
USPs.

The pictogram’s name is in the Dacia


Spirit Light typeface in dark blue, and
the description is in the Read Bold
typeface in light blue.
MULTIVIEW CAMERA
These must never be modified.
4 CAMERAS TO HELP DRIVING
ON-ROAD AND OFF-ROAD
These pictograms are available in REAR VIEW
horizontal and vertical versions.
CAMERA
Creating new pictograms is not VIDEO ASSISTANCE
TO AVOID OBSTACLES
allowed without permission.

BLIND SPOT WARNING


4 ULTRA-SONIC SENSORS
TO DETECT MOVING OBJECTS

MEDIANAV
EVOLUTION
Assets are available to download 7” TOUCH SCREEN
from the Brandhub: WITH USEFUL FEATURES
www.brandhub.groupe.renault.com

Dacia Brand Guidelines Version 02. page 32


Core Elements. Icons Contents

Overview
All of the USP pictograms created to OVERVIEW OF HORIZONTAL USP PICTOGRAMS
date (June 2018) are shown opposite.
The pictograms shown on this page
in horizontal version also exist in
vertical version for use on signage
and digital media.

Assets are available to download


from the Brandhub:
www.brandhub.groupe.renault.com

Dacia Brand Guidelines Version 02. page 33


Core Elements. Icons Contents

Applications
Our icons should be used to help us Example of use of a USP pictogram in a webpage Example of use of a USP pictogram in a brochure
communicate and increase brand
recognisability. They’re intended for Dacia Duster
28,5 mm Dacia Duster

simple and direct messages, always


complementing text. 25

Toutes les routes


s’ouvrent à Duster
20 Bit vemena, virio te in Itamquam fir averei senique publienatium mandit dem, vendi blantec aborias inusci del in nis ducipid quis dem sinciis imillaborpos repra
dit. Nimumus a num di es obunum, nostatq uamdiem octoratque rei etil tebatur verum sit dolorundis rem. Nam, aut debis enitium explace pudita consequiate
ignoratur inti, nordius cercerum publius, cum, perum non esectia tiunto que et evene endant veritiamus ut pa corpore
mperemp eribusdam, conserchil et acea vendend itibus si odi sa corehenihil ipit
Paterfes M. Dea rebeffrei senatura con dius, consum imus; hicidetem tantere ex et quae inverum dolentius earume cus, conseque niam id ut veroratur?
pernihi lissuntis. Sp. O tus esime cum igilibus num dis sed denam. Robus, no.
Simenit ilius, te ditret etrum acerio C. Soliam publi stra vivivatqua custra demus Qui ulla commoluptis qui adis corenime sequo molum solupta tibusam re
ilicortum mussena, quost? Mus contilicat, vitus. doluptatus accus et volorum re pre sania a qui aut fugia venderovitat destorum
ne nonserci sum quis asint volupta tionsedi tem idem endest ulpariae nust
Ellarist gra, tam cultius publium Romnium diem, et, quam conentr oribuntem derectur, niat ipsus rentem aut rem. Pos erit fugiat et venet molorro ma plibusa
silies ad maiorta legerena, ductus nem ad perfecul vid deorit considicia? ndeles dendi con cus.
Casteripio. Tem deliquod modi odi aceptiat magnam, offici cus parumPa in et odi

10 11

Example of use of a USP pictogram on a signage

Dacia Brand Guidelines Version 02. page 34


Core Elements. Icons Contents

Don’ts
Just like the emblem and logo,
the USP pictograms must not be
modified.
Opposite you will find a non-
exhaustive list of prohibited uses.

Do not change the sizes and


positioning of the components. Do not modify the placement margins.

HILL DESCENT CONTROL


AUTOMATIC CONTROL OF THE SPEED IN SLOPE

Do not modify the pictogram and/or the font.

REAR VIEW
LOREM IPSUM CAMERA
DOLOR AMET VIDEO ASSISTANCE
ETIAM ULTRICIES TO AVOID OBSTACLES
PHARETRA VULPUTATE
Do not modify the
Do not change
placement of the
the copy.
components.
HILL DESCENT CONTROL
AUTOMATIC CONTROL OF THE SPEED IN SLOPE

Do not change the colours.

Dacia Brand Guidelines Version 02. page 35


06 Animated Emblem
Core Elements
Core Elements. Animated Emblem Contents

Emblem animation
This animation can be used on all
media (TV and Internet, in particular)
and scopes of communication
(Advertising and Internal).
It should be placed at the very end
of any advertising with 3 seconds
mandatory duration.

The Dacia sound design will help


increase Dacia brand awareness and
attribution, all while reinforcing a
musical identity that is human, warm,
bright, vibrant and inviting.

Various formats are provided upon


request.

X/3 x

Assets are available to download


from the Brandhub:
www.brandhub.groupe.renault.com

Dacia Brand Guidelines Version 02. page 37


07 Style of expression
Core Elements
Core Elements. Style of expression Contents

Illustrations - style
The illustration style must be
simple, based on tint from our
colour palettes.

Visuals are always made up of


three colours with the two Dacia
blues in the forefront and a third
complementary colour to a lesser
degree, with white added to it.

The illustration style is based on tight


lines, large areas of solid colours,
stark contrasts and simple shapes
to produce visually impactful, elegant
illustrations.

Examples showing the illustration


style are shown here.

Dacia Brand Guidelines Version 02. page 39


Core Elements. Style of expression Contents

Illustrations - rules

DACIA SECONDARY
AND TERTIARY COLOURS DACIA LIGHT BLUE

Each illustration may contain Light blue is the dominant colour


one or more secondary of the illustrations. It represents
or tertiary colours. These the brand and its simplicity.
liven up the components It accounts for approximately
of the illustration and 50% of the illustration (see page
create dynamism within the 25 for the colour reference).
composition (see page 25 for
colour references).
DACIA BACKGROUND

Depending on the illustration


and composition, a white or
grey background may be used
(see page 25 for the colour
DACIA DARK BLUE reference).

Dark blue is the secondary


colour of the illustrations.
Together with the light
blue, these colours
reinforce the brand.
It accounts for
approximately 35% of the
illustration (see page 25
for the colour reference).

Dacia Brand Guidelines Version 02. page 40


Core Elements. Style of expression Contents

Illustrations - examples
It is possible to use illustrations
to liven up communication media.

These illustrations must adhere


to the Dacia graphic style presented
in the previous pages, and must use
only our colour palettes.

A few examples are provided


opposite.

Dacia Brand Guidelines Version 02. page 41


Core Elements. Style of expression Contents

Photomontage
It is possible to use photomontage-
based images to illustrate our various
communication pieces and our
posters with USPs.

A few examples are provided


opposite.

Dacia Brand Guidelines Version 02. page 42


Core Elements. Style of expression Contents

Graphism
A set of graphics has been created
to illustrate our institutional and
commercial communications.

These graphics must adhere to the


Dacia graphic style presented in the
previous pages and must use only our
colour palettes.

A few examples are provided


opposite.

Dacia Brand Guidelines Version 02. page 43


Contact

Thank you for following the Dacia Brand Guidelines


with your creative work.

If there is anything else you would like to know,


please get in contact, we’re here to help.

Design Identité Groupe Studio


Industrial Design Department - Groupe Renault

contact.brandhub@renault.com

www.brandhub.groupe.renault.com