Honest communication is paramount. As dealerships are one of the first in person touchpoints we have with our customers, we want to ensure sincerity and consistency across markets. A holistic presentation allows our customers to more comfortably interact with our brand.
At the dealership our logo is primarily displayed in white and is always illuminated (exception: only if technically not possible). For both - pylons and flags - black is the preferred background color. If the smart black cannot be used for any reason, smart grey is the secondary background color. The signature color “smart electrifying lime” is only to be used in an accentuated manner, e.g. on edges.
For outdoor labelling, the illuminated logo is primarily used in a centered position. The appropriate background contrast always has to be considered.
There are two predefined options for the pylon: Primary (preferred): Pylon in smart black with centered logo (illuminated) for the pylon in the upper third of the marking surface. Alternative: Pylon in smart grey with centered logo (illuminated) as an alternative.
Same as the pylon, the flags primarily use black as the preferred background color. On the lower horizontal edge the flags use the “smart electrifying lime”.
For glass facades, it must be checked individually whether the logo should be used in white or black. Depending on contrast and long-distance visibility.
In the inside, the overall brand perception is rather light and is determined by soft and futuristic-looking surfaces. Depending on the background color, the logo should always be illuminated to create sufficient contrast. If the background is too bright to ensure the contrast to the logo and illumination is not applicable to create sufficient contrast, then the logo should be applied in smart black.
The materials and elements shown are exemplary visualizations. These can be realized in this or a similar way by smart or external service providers if required. In principle, the rules laid down in the guideline must be applied to all retail and BTL materials.
