Corporate Design Manual...Corporate Design Manual 2 / 12 Dear BMC Partner, BMC Switzerland is in the fortunate position of having an extremely strong brand presence. Identification

Corporate Design Manual

Corporate Design Manual 2 / 12

Dear BMC Partner,

BMC Switzerland is in the fortunate position of having an extremely strong brand presence. Identification of, and with, the brand is at an all-time high. This can be credited to a number of reasons such as relevant products, the suc-cess of our professional racing teams, strong retail partnerships and other stra-tegic marketing investments.

The BMC Switzerland Logo stands as a trademark for the above mentioned items. It represents the values of BMC Switzerland (Swiss, Premium, Perfor-mance) and a consistent, monitored, visual representation of the BMC logo is paramount to ensure the strength of the Brand.

We highly appreciate the efforts you make to promote and market BMC in your regions. Unfortunately, we have noticed an increase in the number of incorrect and/or illegal applications of the BMC trademark, and we are legally bound to actively pursue these instances in the future.

Protection of the BMC Trademark is important for the following reasons:

• Trademark registration can only be maintained if the protection of the brand and the application of its logo is being actively pursued and enforced (the identification and prevention of non-compliant and non-authorized usage).

• To prevent and control the production of counter-feit products (especially frames) in the market.

• To avoid the circulation of BMC Switzerland-branded products in the marketplace, that are not meeting the quality or safety standards of BMC Switzerland, or, are not in line with BMC Switzerland marketing strategy.

• To avoid BMC Switzerland products being sold outside of the official BMC Switzerland retail network.

• To protect and leverage BMC Switzerland’s investment in the brand.


ContactQuestions on the content of thisDesign Manual or to its implementationshould be directed to:

BMC SwitzerlandJörn JönssonSportstrasse 49CH-2540 [email protected]

As a company with clearly defined orientation, we use our visual identity – the characteristic appearance – to represent our brand values. The corporate design of BMC Switzerland is based on the central values «Swiss» «Premium» and «Performance Cycling» and is a combination of several visual elements. These are sum-marized in this Corporate Design Manual.

This manual is the guideline for all communicative measures of BMC Switzerland.

Corporate Design

Introduction


BMC Brand Values

We stand forBrand ValuesThe brand values describe thecentral attributes of the BMCSwitzerland brand. They are usedfor orientation and are importantcomponents in the brand identity.Ideally, the brand values are theguiding principles behind everycommunication, every product andevery action by BMC Switzerlandand are embraced by the employeesin their daily work. They are prom-ises to end customers that arehonored at all levels and every day.BMC Switzerland creates credibilitywith this authenticity.

SwissFeet on the ground, not overpromising but constantly striving for excellence and innovation leadership.

PremiumExceeding expectations.

Performance Cycling For all riders passionate about and driven by technology, tested and approved by professional athletes.


The LogoLogoThe BMC Switzerland logoconsists of the three elements:logo basis, logo background andlogo subline. This logo is used inall communication media as longas this is not impeded by technicalmatters.

Logo

bas

is

Logo background

Logo

-Sub

line


X

XX

X1.

2 X

X

1.2 X

1.2 X

X

X

1.2 X

1.2 X

2.45 Y

Y

12 mm

22 mm

Logo GeometryGeometryReference dimension for thegeometric relationships within thelogo is the upper leg width of theBMC font (dimension X). Linespacing, line height of the sublineand the background are definedas a function of X. The ratio of thesides of the background area inthe application with subline is1: 2,45.

Protected zoneA protected zone, analogous tothe background area, is to be keptfree around the BMC logo – with orwithout subline. Neither images nortext elements are to be positionedwithin this protected zone.

Minimum sizeThe smallest logo on printed matterhas the following dimensions:12 mm without subline22 mm with subline

3) Smallestapplications onprinted matter

1) Logo geometry with subline

2) Logo geometry without subline


Logo VariantsStandard LogoThe BMC logo should be white ona red background for color mediaand white on a black background for black/white media.

Further logo versions are available ifthis is justified for technical reasons.A special exception is the textilearea and product branding where,in the latter case, the logo is appliedas a rule without background orsubline.

Mainly used on colored mediaPriority 1 (on colored media)

With subline Without subline

Priority 1 (in applications without subline, colored media)

Priority 2 (on colored media)

Priority 2 (in applications without subline, b/w media)

Priority 3 (in applications without subline, b/w media)

Priority 3 (on colored media)

Priority 2 (on b/w media)

Main use on b/w mediaPriority 1 (on b/w media)


Logo surroundingsThe BMC logo is always white ona red background (1) for color mediaand white on a black background (2)for black/white media.

The logo may not be applied toany external colors without useof the logo background. Exceptionsare uses in the textile area and inproduct branding.

The logo may not be applied directlyto images without use of the logobackground.

01) Logo BMC main application on colored media

03) Logo BMC application example on image 04) Logo BMC application example on brushed metal

05) Forbidden application: directly on image without using logo background

02) Logo BMC main application on b/w media

06) Forbidden application: directly on any background color without using logo background

Logo Applications


Logo Variant 13.5°

BMC Global Headquarter

BMC Switzerland AG Sportstrasse 49 CH-2540 Grenchen

Phone : + 41 ( 0 ) 32 654 14 54

www.bmc-switzerland.com [email protected]

Germany 0800 588 9380

Austria +43-(0)720 881 589

Netherlands +31-(0)858 880 309

France +33-(0)975 185 806

Belgium +32-(0)78 480 233

Spain +34-(0)518 888 335

Italy 800 970 779

Denmark +45 8 98 87 610

Sweden +46 1 01 99 25 60

Norway +47 8 15 03 270

The logo variant 13.5° is always to be applied bled-off.

Logo 13.5° Application on top always bled-off top and left Logo 13.5° Application at the bottom always bled-off right and bottom

Logo 13.5° on top Logo 13.5° at the bottom

Logo 13.5° on top, example printing letters

Logo 13.5° on top, example printing poster

Logo 13.5° at the bottom, example printing catalog

MTB - 2240x3600m

Road - 2240x2900m

Brand Gray

Pantone® Cool Gray 10C

CMYK 0/0/0/75

RGB xy

NCS xy

RAL 7015

Scotchcal 100-706

YS xy

TA xyCorporate Design Manual 10 / 12

Brand-Red

Pantone® 485

CMYK 0/100/100/0

RGB 255/0/0

NCS S 1085-Y90R

RAL 3020

Scotchcal 100-368

YS 706

TA 2015

Brand-White

Pantone®

CMYK 0/0/0/0

RGB 255/255/255

NCS S 0500-N

RAL 9003

Scotchcal 100-10

YS 701

TA White

Brand-Black

Pantone® Process Black

CMYK 0/0/0/100

RGB 0/0/0

NCS S 9000-N

RAL 9005

Scotchcal 100-12

YS 728

TA Black

Prim

ary

colo

rsS

econ

dary

col

ors

Brand ColorsPrimary and secondary colorsThe company color chart consistsof the primary colors Brand Red,Brand Black and Brand White andthe secondary color Brand Gray.


abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890





Brand TypographyBrand typography

Heading blackTypeface: New Helvetica 95 BlackHorizontal scaling: 110 %Word spacing: -80

Heading heavyTypeface: New Helvetica 85 HeavyHorizontal scaling: 110 %Word spacing: -50

Heading lightTypeface: New Helvetica 45 lightHorizontal scaling: 110 %Word spacing: -20

Subtitles and body textNew Helvetica is used in the lightand bold forms for subtitles andbody text The standard rules applyfor upper and lower case text.

Body textTypeface: New Helvetica 45 lightLine spacing: 120 %

SubtitlesTypeface: New Helvetica 75 boldLine spacing: 120 %

OrthographyUpper and lower cases as well aspunctuation are executed accordingto the applicable grammatical rules.

1) Heading in black

2) Heading in heavy

2) Heading in light

3) Sub-heading in bold

4) Body text in light


Check of Brand Typo – Procedure

We request that every implementation and instance of usage of the BMC Trademark be sent to [email protected] for approval. Please put your BMC sales representative in copy (cc).

Instances of application include, but are not limited to:

• Apparel

• Website/Digital

• Print

• POS/POP material

• Promotional material

• The incorporation of the BMC trademark and/or logo into the names of social media channels

We would like to thank you in advance for your cooperation on this matter. The protection of the BMC Switzerland brand is paramount to our success.

Corporate Design Manual...Corporate Design Manual 2 / 12 Dear BMC Partner, BMC Switzerland is in the fortunate position of having an extremely strong brand presence. Identification

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