Post on 17-Apr-2018
Identity Program. Standards & Guidelines
1.3 Graphic system
1.3.1 FCA trademark 1.3.2 Exclusion zone and minimum size 1.3.3 Alternative and negative versions 1.3.4 Corporate colors 1.3.5 Errors to be avoided - 1 1.3.6 Errors to be avoided - 2 1.3.7 Primary typeface - Helvetica Neue LT Std 1.3.8 Typeface style 1.3.9 Secondary typeface - Gotham
Identity Program. Standards & Guidelines
1.3.1 Graphic System
FCA Trademark
The acronym FCA is the visual graphic resulting from the merger between the two auto groups Chrysler LCC and
Fiat SpA. The new group’s professionalism and rigor – conveyed graphically by the typographical firmness of the
letter forms – takes on an additional air of innovation through the choice of colors which are rather unusual for this
market. The color version of the corporate trademark is the primary visual identity to be used in most
communication elements. Special cases will be dealt with in the following pages.
Identity Program. Standards & Guidelines
1.3.2 Graphic System
Exclusion zone and minimum size
Minimun size20 mm
Minimun size20 mm
Clear Space2 x
2x 2x
2x
x
No interference, no compromise: the FCA identity must be respected,
in graphics as elsewhere.
The FCA trademark is always combined with the words
“Fiat Chrysler Automobiles”, with the sole exception of the FCA
Affiliates marks (see the relevant page).
A minimum exclusion margin must be maintained all around the
trademark, protecting it from any interference by text or other graphics.
The protective border around the trademark is formed by
conventionally-designed square module, twice the breadth of the
letter “F” upstroke.
There is also a minimum size below which the trademark’s legibility
is seriously compromised. Any reduction of the mark beyond the
size shown here is strongly deprecated. On the other hand there is
no limit to how big it may be reproduced.
Identity Program. Standards & Guidelines
1.3.3 Graphic System
Alternative and negative versions
In all, there are four possible versions of the FCA corporate
trademark, not just the main institutional one: black monochrome,
for special cases, and the two versions on a dark background.
In the two dark-background versions it is important to remember
that the words “Fiat Chrysler Automobiles” must be changed to
white.
Identity Program. Standards & Guidelines
1.3.4 Graphic System
Corporate colors
2718Pantone Bridge Colors
CMYKC.65 M.45 Y.0 K.0
Red Green BlueR.92 G.136 B.218
HEX# 597DDA
423Pantone Bridge Colors
CMYKC.22 M.14 Y.18 K.45
Red Green BlueR.137 G.140 B.138
HEX# 898C8D
BlackPantone Bridge Colors
CMYKC.0 M.0 Y.0 K.100
Red Green BlueR.0 G.0 B.0
HEX# 1D1D1B
FCA uses two institutional colors in its trademark:
Pantone Blue 2718 for the three letters of the acronym,
and Pantone Grey 423 for the lettering.
In special cases the FCA trademark may also be used in its “total
black” version: for instance, where there are technical problems in
reproducing it, or where there is a need to maintain graphical uniformity
with other trademarks (for sponsorships).
Identity Program. Standards & Guidelines
1.3.5 Graphic System
Errors to be avoided - 1
Combinations / replacement letters
Redial order of the elements
Color variations
The very rationality and simplicity of the FCA trademark might suggest graphic variants or changes to the
composition, but that would undermine the perceived identity and ruin its qualities. Here are some examples of what
are regarded as the most common errors: wrong colors, photo combinations, re-arrangements of the elements;
but it should equally be understood that no change at all may be made to the original trademark.
Identity Program. Standards & Guidelines
1.3.6 Graphic System
Errors to be avoided - 2
Outlines and overprint
Alteration of the proportions
Addition of shadows or effects
The very rationality and simplicity of the FCA trademark might suggest graphic variants or changes to the
composition, but that would undermine the perceived identity and ruin its qualities. Here are some examples of what
are regarded as the most common errors: shadows or effects, outlines and overprint, alteration of the proportions;
but it should equally be understood that no change at all may be made to the original trademark.
Identity Program. Standards & Guidelines
1.3.7 Graphic System
Primary typeface - Helvetica Neue LT Std
Helevetica Neue LT Std - 25 Ultra light
Helevetica Neue LT Std - 35 Thin
Helevetica Neue LT Std - 45 Light
Helevetica Neue LT Std - 55 Roman
Helevetica Neue LT Std - 65 Medium
Helevetica Neue LT Std - 75 Bold
Helevetica Neue LT Std - 85 Heavy
Helevetica Neue LT Std - 95 Black
ABCDEFGHIJLMNOPQRSTUVWXYZabcdefhhijlmnopqrstuvwxyz
ABCDEFGHIJLMNOPQRSTUVWXYZabcdefhhijlmnopqrstuvwxyz
ABCDEFGHIJLMNOPQRSTUVWXYZabcdefhhijlmnopqrstuvwxyz
ABCDEFGHIJLMNOPQRSTUVWXYZabcdefhhijlmnopqrstuvwxyz
ABCDEFGHIJLMNOPQRSTUVWXYZabcdefhhijlmnopqrstuvwxyz
ABCDEFGHIJLMNOPQRSTUVWXYZabcdefhhijlmnopqrstuvwxyz
ABCDEFGHIJLMNOPQRSTUVWXYZabcdefhhijlmnopqrstuvwxyz
ABCDEFGHIJLMNOPQRSTUVWXYZabcdefhhijlmnopqrstuvwxyz
Helvetica Neue LT Std: this is the family of fonts used to construct the
FCA house style, from the particularly “spindly” 25 Ultra Light to the
“weightiest” 95 Black.
The typography used for FCA is especially important in conveying the
concepts expressed in a graphic of powerful identity.
Extensive texts, individual words and featured concepts are
organized on the printed page as a fully-fledged graphic
composition: even the text is no longer just a transcription of
concepts onto a blank page, but has its active part to play in the
page layout.
Identity Program. Standards & Guidelines
1.3.8 Graphic System
Typeface style
Head Title30 pt.25 Ultra light
Head Title30 pt.65 Medium
Head Title30 pt.35 Thin
Subtitle17 pt.75 Bold
Text12 pt.55 Roman
012345 876
543210 &% ?!*:
6789012345 6789432 €$
A typographical presence with real character.
The typography used for FCA is organized so as to bring out the content by using font size, and made elegant by the slender font thickness.
Lorem Ipsum dolr is amet
Adipisicing elit, sed do eiusmod tempor
Ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis
nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip
ex ea commodo consequat.
Text blocks, contrasts between font size and weight, are the basis of
FCA’s communication. The figure shows some examples of typographical
composition using Helvetica.
Identity Program. Standards & Guidelines
1.3.9 Graphic System
Secondary typeface - Gotham
?!*:
Gotham Thin
Gotham Light
Gotham Book
Gotham Medium
Gotham Bold
Gotham Black
ABC 345 79865PQRST
GHImn $€@ !?6789013012DEF LMNO
ABCDEFGHIJLMNOPQRSTUVWXYZabcdefhhijlmnopqrstuvwxyz
ABCDEFGHIJLMNOPQRSTUVWXYZabcdefhhijlmnopqrstuvwxyz
ABCDEFGHIJLMNOPQRSTUVWXYZabcdefhhijlmnopqrstuvwxyz
ABCDEFGHIJLMNOPQRSTUVWXYZabcdefhhijlmnopqrstuvwxyz
ABCDEFGHIJLMNOPQRSTUVWXYZabcdefhhijlmnopqrstuvwxyz
ABCDEFGHIJLMNOPQRSTUVWXYZabcdefhhijlmnopqrstuvwxyz
There is also another font for conveying the FCA identity: Gotham.
This font should be used on particular (strictly corporate) occasions,
for instance in creating logos for group affiliates or for the “joint programs”.