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1 Brand

1.1 Brand and Visual Identity

The Nissan brand is our promise to customers. Nissan's brand strategy is to manage our promise consistently, in order to increase customer brand loyalty. Ultimately, these desired outcomes enhance the value of Nissan products and services, thus bringing about enduring profitable growth for Nissan globally. Nissan, as a premier global company, will establish "one brand for one world." These guidelines exist to build a consistent and compelling online experience and provide a key component toward again making Nissan a global power brand. What is Brand Identity (BI)? If the Nissan brand is a promise to our customers, the Nissan Brand Identity is a fulfillment of that promise. It clarifies, through a customer's experience, the distinctiveness of the brand -- of "Nissan-ness."

What is Visual Identity (VI)? Nissan communicates its brand identity in many ways. One important way is through visual communication, experienced in advertising, print collateral, digital media (e.g., Web Sites), dealer facilities, etc. Our Visual Identity is defined by a system of design elements that establish the desired customer perceptions and recognition of our brand in a consistent way across all visual media. However, our Visual Identity extends beyond proper use of Brand Symbols, fonts, or colors. It establishes a personality, through look-and-feel, in every communication we have with our customers.

Issue Date: 04/15/02 All web pages displayed are examples. They are not templates for use in dealer sites.

As illustrated in the home page of www.NissanDriven.com the Nissan Brand Symbol is the core element and prominent in the upper left corner of the page. This is the required location for the Nissan Brand Symbol on dealer Web Sites. To allow the Brand Symbol to have the impact needed, appropriate Clear Space is designated. The Nissan Alternative Wordmark, as shown in the lower right-hand corner in the example above, is working in conjunction with the Brand Symbol as an alternate identifier. The Red Accent Line is used as a mechanism for applying the Corporate Color red in association with the Brand Symbol and Wordmark. It’s objective is to call attention to functionality on the page. Nissan Corporate Colors and Typefaces are utilized to reinforce the brand with the customer. These elements of the Brand and Visual Identity are described in detail in the pages to follow.

Issue Date: 04/15/02 All web pages displayed are examples. They are not templates for use in dealer sites. 1

http://www.nissandriven.com/


2.2 Nissan Brand Symbol

Overall, the Brand Symbol is:

• Used as the central element in the Nissan Visual Identity

• Must be accompanied by the registered trademark symbol

• Used across a range of communications such as Internet, print, electronic, and other marketing aspects, conveying Nissan the company, products, services, etc.

• Restricted to monochrome 3D representation

• Must be shown on every page (no exceptions) and must always be positioned correctly in top left-hand corner of each web page with the proper clear spacing

• May not be used as a linking mechanism to another Web Site or to launch a pop-up window

The Nissan Brand Symbol is the core element of our Visual Identity. The Symbol appears on all Nissan vehicles as the identifier of the brand to the customer. The Brand Symbol is a dimensional element and should only be presented in this manner. In terms of the communication impact of the Brand Symbol, it is important to understand and follow the high-level standards surrounding its use. The standards cover three main points that must be considered: clear space around the Brand Symbol, background colors that the Brand Symbol can be displayed upon, and the minimum size of the symbol. To obtain a digital version of the Nissan Brand Symbol for on-line use, please email [email protected].

2.2.1 Clear Space

It is ideal to display the Brand Symbol on its own without any other elements around it. However, in most cases, due to actual design needs, the Brand Symbol can be used in conjunction with some other elements, depending on the function and characteristics of these elements. To allow the Brand Symbol to have the communication impact needed, a Clear Space has been designated around the symbol on which no other element can encroach.

Please note: For pixel measurement illustrations within this document, the registered trademark is omitted. However, the registered trademark must be used at all times with the Nissan Brand Symbol as illustrated on the right.


2.2.2 Background Colors It is important to control the background colors on which the Brand Symbol appears in order to ensure the maximum visual impact. The only approved background color for the Brand Symbol on a Nissan dealer Web Site is the corporate color white (NVR-01).

2.2.3 Standard Size The standard size was selected to avoid legibility issues and loss of detail.

Please note: For pixel measurement illustrations within this document, the registered trademark is omitted. However, the registered trademark must be used at all times with the Nissan Brand Symbol as illustrated on the right.

To obtain a digital version of the Nissan Brand Symbol for on-line use, please email [email protected].


Brand Symbol Use Example

Nissan B2C Site This Brand Symbol use example is a good illustration of two brand symbols that share a Web Site page appropriately. The Nissan Brand Symbol is in the desired prominent location. Good web design principles are applied by separating the two symbols with clear space and text. The eye is attracted to the entire page by placing the symbols at opposite ends of the pages.

Other Brand Symbols If another unique Brand Symbol is displayed on a page of a Web Site - such as a dealer symbol, dealer group symbol, co-branding effort, sponsorship, or other affiliation - use it in a way that does not interfere with the Nissan Brand Symbol as the primary site identity. Other Brand Symbols should be the same size as the Nissan Brand Symbol. Avoid using more than two Brand Symbol variants, co-branded symbols, sub-branded symbols, or product symbols - including the primary Nissan Brand Symbol - on a single page.


2.3 Nissan Alternative Wordmark The Nissan Alternative Wordmark is an alternate identifier of the brand for the customer. It has been designed to work in conjunction with the Nissan Brand Symbol. In terms of the communication impact of the Nissan Alternative Wordmark, it is important to understand and follow the high-level guidelines surrounding its use. The guidelines cover three main points: color, footer positioning, and the standard size of the symbol.

2.3.1 Primary Color and Background Color The display color of the Nissan Alternative Wordmark is Nissan Red. The background color is Grey 2. See palette on page 13 of this document.

2.3.2 Footer Positioning The Nissan Alternative Wordmark must be used in the global footer (positioned 10 pixels from right edge of screen) on each page of the Web Site. The global footer has specific requirements that pertain to the home page, described in section 4.3.2, and the interior pages, described in section 4.4.3, of this document.

2.3.3 Standard Size

The Nissan Alternative Wordmark has a standard size that must be followed. The standard size was selected to avoid legibility issues and the loss of detail.


2.4 Red Accent Line

Overall, the Accent Line:

• Highlights and calls attention to important information or navigation on the site.

• Must be positioned in the top right corner on the page. • Text immediately below the Red Accent Line should be left

justified and aligned with the beginning of the Red Accent Line.

The Nissan Red Accent Line has been designed as a mechanism for effectively applying the Corporate Color red in association with the Brand Symbol and Wordmark. The objective of the Red Accent Line is to use the Nissan Corporate Color to call attention to critical functionality and content to help provide a consistent look and feel on the page.

The Nissan Accent Line is designed to symbolize the Nissan brand. It is a support system for effectively applying the primary Corporate color red, in association with the Nissan Brand Symbol and the Alternative Wordmark. Its objective is to highlight and call attention to important information or navigation on the site.

There exist three types of accent lines that can be used in any Nissan brand communication.

• Nissan Red Accent Line • Primary accent line • Secondary accent lines


In terms of the communication impact of the Accent Line, it is important to understand and follow the high-level standards surrounding its use and application. The standards contain 3 main points for consideration: line width, solid or dotted, and clear space.

2.4.1. Line Width The primary Red Accent Line must be 1b in weight. Secondary accent lines may be used at 0.1b in weight. Both need to be calculated on the Nissan Module System. The first option is based on the gutter width of the module system within the design to which it will be applied. The second option is based on a 1/10th value of gutter width of the module system within the design to which it will be applied.



2.4.2 Solid or Dotted line In both cases, the line width is calculated as above, however the dotted line is made up of only the squares. These squares are the gutter intersections of the module system as it applies to your communication working/live area.


2.5 Nissan Corporate Colors

Overall, the Corporate Colors are:

• A Brand Symbol and Alternative Wordmark support system

• Applicable throughout any Nissan communication

The Nissan Corporate colors are designed to symbolize the Nissan brand. They are used in conjunction with the Nissan Brand Symbol and Alternative Wordmark to identify the brand with the customer. The Corporate colors consist of primary and secondary colors. The primary color is red, a color symbolic of Nissan's brand power. The secondary colors are made up of seven colors in total: five neutral tones, silver, and blue.

In terms of the communication impact of the Corporate colors, it is important to understand and follow the high-level standards surrounding their use and application.

2.5.1 Primary Palette Red is used as the primary display color for the Alternative Wordmark and the Red Accent Line. Otherwise Red should be used as an accent color only.

The Nissan Corporate Colors are illustrated on the next page.

Nissan Corporate Colors


As shown on the “INSIDE NISSAN” page of www.NissanDriven.com, the Alternative Wordmark is used at the bottom of the page and as the accent color to draw attention to the key words on the page. The other text and background area utilize the neutral tones and silver of the corporate colors appropriately. See the palette of Nissan Corporate Colors on the previous page.


http://www.nissandriven.com/


2.6 Nissan Corporate Typefaces

The Nissan Corporate typeface is Nissan AG; however, in most Web applications and design an additional supporting typeface, Verdana, has been specified. Use Nissan AG as the typeface for typographic title images, and for other images that contain type (text graphics). The supporting typeface is Verdana. Its primary use is as HTML text, for body copy or large areas of content. In general, use the following:

• Nissan AG Extended: Typographic bitmap graphics (as appropriate)

• Nissan AG Regular: Typographic bitmap graphics (as appropriate)

Avoid using other typefaces in conjunction with Nissan Corporate typefaces. If special circumstance require the use of other typefaces, use them consistently and do not intersperse them with Nissan typefaces (e.g., English characters in Japanese character sentences). Use no more than three typefaces, including Nissan official typefaces.

Nissan's corporate typeface is illustrated on page 17.

HTML Typefaces

Most typefaces within the content area of the designs is rendered using HTML text. Large regions of HTML text are not to be rendered using Nissan AG. All HTML text will use Verdana as the primary font, with size specified depending on the location of the text in the page. In general, use the following:

• Verdana Bold: Body copy or large areas of content (as appropriate)

• Verdana Regular: Body copy or large areas of content (as appropriate)

Verdana font is illustrated on page 17.


Font

Recommended font to maintain good typographic design:

Text Font Size Font Type

Dealer Name 18 px Nissan AG Extended

Dealer Information 10 px Verdana Regular

Global Navigation 12 px Verdana Regular

Regional Navigation 10 px Verdana Regular

Subject Headings 10 px Verdana Regular

Other Text 10 px Verdana Regular

Applications within interior pages need to follow similar font specifications and strive for a consistency with text treatments utilized throughout the site.

To obtain a digital version of the Nissan AG fonts in medium and extended, please email [email protected].

The Nissan Corporate typefaces have been carefully chosen to represent the Nissan brand. They are used to present messaging and content in a consistent, ownable manner, using Nissan typefaces that reinforce the brand with the customer. The Nissan Corporate typefaces are called Nissan AG. Nissan AG contains a number of cuts (styles) which include:

• Nissan AG Medium

• Nissan AG Extended

• Verdana Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz0123456789

• Verdana Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz0123456789

To obtain a digital version of the Nissan AG fonts in medium and extended, please email [email protected].



2.7 Nissan Module System

Overall, the module system:

Provides a consistent foundation to all Nissan Communications

The Nissan Module System is designed as a support mechanism to show the Brand Symbol and Alternative Wordmark properly. It is used as the base foundation to help you define how to place, size and lay out your designs so that they consistently represent the Nissan brand to the customer. The module system is based on a calculation that allows you to divide the working/live area of any communication medium into 6.5 equal columns or rows. It is a simple equation that is based on input of the longest measurement (either the width or height) of the working/live area of the communication medium. The Nissan Module system is illustrated on the next page. Examples of how the design is applied to the module system are shown in section 2.10 Examples.

Nissan Module System


2.8 Applications

The standard for applications inserted into the content area of an interior page is to maintain a consistent look and feel with the Brand and Visual Identity.

The Nissan Module System is designed as a support mechanism to show the Brand Symbol and Alternative Wordmark properly and must be utilized on the framework of interior pages that contain applications.

In order to achieve consistency, applications must be placed within Cascading Style Sheets (CSS). This technology helps to achieve innovative and sophisticated interfaces that enhance the overall user experience and support the Nissan brand.

The use of CSS allows control of the type of font, size, and color. The overall look and feel can be defined by borders, lines, and tables and will assist with a more consistent brand message. Examples of typical applications would be forms, search engines, vehicle information etc.



2.9 Domain Name

2.9.1 To maintain Dealer’s identity as an Authorized Nissan Dealer, the Domain Name must include the dealership trade name (e.g., www.anytownnissan.com) as identified on the Final Article of the Sales and Service Agreement.

2.9.2 In the case where 2 or more Dealers have the same dealership Trade Name nationally and/or where the Trade Name may imply overly broad market area assignment, the Domain Name must include the dealership Trade Name along with the official state abbreviation designation (e.g., www.anytownnissanca.com). In the event where the Trade Name has overly broad implications, the Domain Name must include the dealership Trade Name along with both the official state abbreviation and city or town designation (e.g., www.tradenamenissananytownca.com).

2.9.3 In cases where 2 or more Dealers have the same dealership name within the same state, the Domain Name must include the dealership name along with the name of the city or town (e.g., www.anytownnissanofanytown.com).

2.9.4 Requests for use of any Domain Name that does not meet the guidelines listed above must be submitted to Nissan in writing and require prior written approval from NNA National Market Representation.

2.9.5 Nissan prohibits Domain Names that are misleading or may cause confusion regarding the identity or status of an Authorized Nissan Dealer (e.g., nissancenter.com, nissanfactoryoutlet.com, nissansales.com, xterraparts.com, etc.).

2.9.6 Only Nissan North America is permitted to use general “Nissan” and Nissan product name domain names and to direct customers to an associated Web Site (e.g., nissansales.com, z.com, etc.).

2.9.7 Nissan has final approval of any Domain Name submitted by an Authorized Nissan Dealership.

http://www.anytownnissan.com/

http://www.anytownnissanca.com/

http://www.tradenamenissananytownca.com/

http://www.anytownnissanofanytown.com/


2.10 Examples

The following are examples of the Nissan media standards and guidelines from the B2C (nissandriven.com) site. These illustrations are provided as examples of how to interpret the Brand and Visual Indenity; they are not templates for use in dealer sites.

These examples utilize the Nissan Module System. The Brand Symbol is located in the desired location. The main navigation is prominent. The red accent line draws attention to functionality. The Alternative Wordmark is used appropriately. Red is used as an accent color. Nissan AG font is used. Font size illustrates good typographic web design.

Home Page


Vehicle Landing Page


Search Results Page


Error Page


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