The brand baslac. Brand Manual

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1 The brand baslac Brand Manual

2 Welcome to baslac The effective automotive refinish range for industry professionals The profitable easy-to-use refinishing solution baslac offers you an overall modern and effective solution to do all refinishing jobs on the car quickly and with good results. As brand of BASF, the leading chemical company, baslac provides reliable color competence, good product quality and a modern, e-oriented customer service. The Brand Manual The first part of this book will inform you about the brand-philosophy of baslac. In the second part, you will find the detailed design requirements. At the Dealer Area on the baslac website, you can download all communication materials, templates and online trainings. With you, we would like to install baslac successfully and give the brand a good and consistent image. Yours sincerely baslac Brand Management Automotive Refinish Coatings Solutions

3 Inhalt Welcome to baslac The brand baslac What is baslac The brand values Core competencies of the brand baslac Customer statements Design guidelines BASF endorsement Color Logo Basic components Font Icons Color assignments Examples of use Office Print Display Screen Letterhead Business card Title pages DIN A4 DIN A5 DL CD-Booklet Advertisements DIN A4 DIN A5 Roll-up Poster DIN A1 Presentations Website Web shop Video Formula Finder

4 The brand baslac

5 What is baslac baslac, the brand with an easy to use portfolio, high color competence and strong online support stands for effective repair jobs.

6 The brand values EFFECTIVE Online availability and e-orientation is the most effective support Color competence for best results helps customers to work effectively Offering a lean and easy to use portfolio supports effective work Long term experience guarantee effective support User friendly Focused Reliable E-oriented Self-confident Perfectly matched product systems Lean portfolio Best balance be tween quality and cost effectiveness Lean portfolio BASF brand Reputation Availability of ressources E-commerce Online-training Color finder Online TDIs and MSDS Good quality Long experience in refinish and automotive industry

7 Core competencies of the brand baslac What we are best at What our stakeholders get Our color competence and color tools give consistently good quality results Good product quality is the basis for our lean and easy to use portfolio Being part of BASF, we have long term coatings experience in the automotive industry Consistently good results in color match Good and reliable quality, easily achieved for all repair jobs Online support always available (training, FAQs, technical information, ordering) Permanent support of our customers in an e-oriented effective way

Customer Quotes Since color accuracy is good, we can prepare the colors very quickly in a short time.

Jannie Groenewald Hoek's Bakwerke Swellendam, Western Cape, RSA After we start using baslac,

Even though list prices are higher than the competitor's, with efficent usage, final cost is better.

baslac offers high quality paint products with good color accuracy at an economical price.

8 Customer Quotes Since color accuracy is good, we can prepare the colors very quickly in a short time. Due to positive feedbacks of our customers, we can use them as a reference to attract new customers to our shop. Uygar Boya Kimya Ltd. Sti, Istanbul, Turkey baslac, the future for us and our customers in paint technology. Jannie Groenewald Hoek's Bakwerke Swellendam, Western Cape, RSA After we start using baslac, satisfaction of our customers increased a lot. Especially we are very happy with the color accuracy. Even though list prices are higher than the competitor's, with efficent usage, final cost is better. Ikiler Otomotiv Turgay Küçük, Turkey baslac did create a revolution in our business. baslac offers high quality paint products with good color accuracy at an economical price. We would recommend baslac to anyone who likes to increase their profit together with customer satisfaction. Shine Shajahan Manager of Shaji Auto Paints Trading, UAE We find baslac to be a cost effective solution for our business. The quality of the paint is great and we find the Fast Finder system makes life much easier in the paint shop. Frank Spagnolo Westfield Auto Body Repairs Fairfield, NSW, Australia

9 Design guidelines Local designs must adhere to these Corporate Design guidelines and be approved by Brand Management. This ensures uniform communication of the brand and is part of the One-Voice Policy in place for the whole of BASF.

10 BASF-Endorsement baslac is a brand of BASF. This is communicated externally through the use of the BASF endorsement. Within BASF SE's brand architecture, baslac is defined as a field 4 brand, which includes certain graphic requirements. The graphic framework for field 4 brands is described in this manual. Individual brands of field 4 have their own appearance. Their affiliation to the BASF Group is expressed through an endorsement in all communication materials. The design rules at a glance The endorsement is added to the brand logo on all media of the respective BASF group company, for which a field 4 individual brand has been defined. Size, color and placement of the endorsement in the respective Corporate Design are to be defined in coordination with Corporate Brand Management in order to ensure the consistent use in all of an individual brand s media. If the individual brand is not displayed on the communication material of its owner, but rather on that of a third party within a brand alliance, the BASF endorsement is omitted.

11 BASF endorsement The endorsement always consists of three components: Color bar [ 1 ] BASF brand [ 2 ] Phrase A brand of [ 3 ] A brand of BASF We create chemistry A brand of BASF We create chemistry The BASF logo and the phrase A brand of form a fixed unit. Their size proportions, typography or order may not be altered. The horizontal placement of the endorsement for each individual brand in field 4 will be defined by the brand s owner to fit to its corporate design. The BASF brand appears as the BASF logo. The minimum size of the BASF logo applies here as well. If the minimum width of 15mm cannot be maintained, please use one of the following text versions of the brand instead of the BASF logo. Special case: Endorsement as text In special cases, e.g. on business cards or websites, the reduced version of the endorsement is used if there is not enough space for regular version. The reduced version consists of the color bar and a two-line or one-line text.

12 BASF endorsement 1,5 X X Blank space, margins The defined margins must be maintained when placing the BASF logo and the phrase A brand of on the color bar. The blank space is 1.5x to the top and bottom and 3x a capital letter of the claim or phrase to the left and right. 3 X < min. 15 mm > 3 X 1,5 X In reduced versions of the endorsement, the distance is 1.5x to the top and bottom and 3x to the left and right (x=height of capital letter in phrase). A brand of BASF We create chemistry A brand of BASF We create chemistry 1,5 X X 1,5 X 1,5 X X 1,5 X Minimum size The minimum size of the endorsement equals the minimum size of the BASF logo plus the blank space. The minimum size of the textual display of the endorsement A brand of BASF We create chemistry is: Print media: Type size 6.5 pt Online media: Capital letter height 8 px (=measure x in illustrations on the left). Color The color of the endorsement for print media is BASF's light blue corporate color with 50% transparency.

13 Color In the baslac brand communication, the colors black and light blue from BASF's six corporate colors are used. The endorsement and the color area on the page headers correspond to BASF light blue with 50% transparency. The horizon in the background is realized by a gradient of 8% to 0% black. Color CMYK (1) Pantone (2) HKS 3000 (3) RGB Hexadecimal coated, uncoated coated uncoated coated uncoated light blue C 2995 U 47 K N #21A0D2 1 CMYK The reference color system of BASF's corporate colors is four-color process printing (ISO-coated). The values are indicated as percentages of cyan, magenta, yellow and black. 2 PANTONE PANTONE is a registered trademark of PANTONE Inc. 3 HKS 3000 HKS 3000 builds on the defined HKS colors (e.g. 6 K is 80% HKS 6K and 10% black). HKS is a registered trademark of the HKS Warenzeichenverband e. V. (Hostmann-Steinberg, K+E, Schmincke), Stuttgart, Germany.

14 Logo The baslac logo is the key element of baslac brand communication. It is used on all baslac communications. The logo does not need to be copied individually. It is available to you as vector and pixel graphics in various file formats and color modes. The graphic structure of the logo must not be modified. Color modifications, distortions and graphic effects such as shadows, curves, etc. are not permitted. The baslac logo is always used horizontally. The ratio of the logo's width to its height is 3:2. Color logo For the color logo, the typeface and frame are black and the half circles are presented in the light blue corporate color. This version of the logo is available as a vector EPS file in the CMYK color mode and as a two-color version with black and the special color Pantone PT 2925 C. It is also available as a pixel graphic in the color modes CMYK and RBG and as JPG and TIF files. Black and white logo When the logo is presented in black and white, the typeface and frame are black and the two half circles are presented in 60% black. This version of the logo is available as a vector EPS file in the CMYK color mode and as a pixel graphic in the grayscale color mode as JPG and TIF files. Logo line The line drawing of the logo is presented in 100% black. This version of the logo is available as a vector EPS file in the CMYK color mode and as a TIF file in the bitmap color mode. This line drawing can be presented with colored lines or using negative space. This form may be used only after the layout has been approved and released by Brand Management. Please contact us if you have reason to use these types of color variants.

Basic components ¼ x ¼ x Be more effective with baslac 3 2 1 x = 1,5 y 1 y ¼ y ¼ y ¼ y max.

15 Basic components ¼ x ¼ x Be more effective with baslac x = 1,5 y 1 y ¼ y ¼ y ¼ y max. height of the horizontal area The following basic components for structuring the title pages of brochures, ads, displays and other print media are obligatory. [ 1 ] baslac logo (the logo height is the equivalent of 1 y) [ 2 ] Grid area in the page header (height: 1/4 y) 4 5 [ 3 ] The claim Be more effective with baslac [ 4 ] + [ 5 ] The image motif of the car in the variant light blue. The height of the horizontal area is oriented toward the rear axle. 6 More information on ½ y ¼ y ½ y ¼ y [ 6 ] The Web address with the QR code, linked to The size of the QR code is equivalent to 1/2 y. The font size for More Information on is 2/3 of the claim size in 50% black, Helvetica 55. The Web address is 3/4 of the claim size, light blue, Helvetica 75. [ 7 ] The BASF endorsement [ 8 ] Additional image. The image of the baslac product line is used here. It is also possible to use a different image depending on the subject matter. The definitions for various media formats and back covers are presented on the next page.

Basic components Be more effective with baslac 3 1 For media with a back cover, the endorsement, cover image, horizontal area and the grid surface at the

To facilitate use, height sizes are rounded up to the whole or half millimeter.

16 Basic components Be more effective with baslac 3 1 For media with a back cover, the endorsement, cover image, horizontal area and the grid surface at the top are extended to wrap around the back cover. Logo and font sizes for various media. To facilitate use, height sizes are rounded up to the whole or half millimeter. Format (ISO, ANSI) Designation Measurement Logo height (y) Font size Headline Compact disc Booklet etc mm 20 mm 18 pt 1/3 A4 (DIN lang) 99/ mm 20 mm 21 pt A5 Hochformat mm 20 mm 21 pt A mm 28 mm 30 pt A mm 80 mm 84 pt More information on 7

17 Fonts New Helvetica 45 (light) New Helvetica 55 (roman) New Helvetica 65 (medium) New Helvetica 75 (bold) New Helvetica 46 (light italic) New Helvetica 56 (italic) New Helvetica 66 (medium italic) New Helvetica 76 (bold italic) New Helvetica 47 (light condensed) New Helvetica 57 (condensed) New Helvetica 67 (medium condensed) New Helvetica 77 (bold condensed) For baslac communication, the BASF SE company font is used: New Helvetica Fonts 55 (roman) and 75 (bold) are preferred. Italic fonts are used only as exceptions, for example, for awards. The basic font size for running text is usually at least 9 pt but depending on the medium, amount of text and text requirements, can also be set larger. Headline 01 Headline 02 New Helvetica 75 schwarz size: see previous page New Helvetica 55 schwarz 50% size: 2/3 HL 01 Headline 03 New Helvetica 55 hellblau size: 1/2 HL 01 Subhead Subhead New Helvetica 75 hellblau oder schwarz size: like running text running text New Helvetica 55 schwarz size: min. 9 pt

18 Icons A number of icons are available to symbolize various topics. The range of icons is continuously expanding. worldwide presence Technical support Product competence News Marketing Dialog Color competence Top topic FAQ

baslac labeling Product identification Product categories and types should be shared by different color identification Topcoats Clearcoats*

19 baslac labeling Product identification Product categories and types should be shared by different color identification Topcoats Clearcoats* Hardener** Thinner/additive/ detergent** Filler* Product type Line 35 VOC normal Line 30 * differentation via technology aspect ** All in ONE color

20 Examples of use

21 Print media Business card All measurements are in mm Format: mm Text area: Left margin 3 mm; Right margin 3 mm 1: baslac logo Logo size mm 2: Information block Font: New Helvetica 45 light Size: 6 pt, line spacing: 3 mm Blank line between paragraphs: 1.5 mm Color: 100% black Position: left-justified Baseline of the first line: 18 mm, continues like this downward Web adress New Helvetica bold, light blue BASF Coatings GmbH Glasuritstraße Münster Germany Phone Mobile Fax vorname.name@basf.com Name Mitarbeiter Titel A brand of BASF We create chemistry 4,5 42,5 80,5 3: Title/name Designation Last name Font: New Helvetica 65 Medium Size: 9 pt, Farbe: 100% Schwarz : Endorsement Height: 6 mm Title Font: New Helvetica 65 Medium Size: 6 pt, Farbe: 5% Schwarz Position: left-justified

22 Letterhead All measurements are in mm Format: mm Text area: Left margin 23 mm; Right margin 9 mm 1: baslac logo Logo size mm 2: Sender line Font: Arial Size: 6 pt 3: Address blocks Font: Arial Size: 7 pt, line spacing: 14 pt 4: Endorsement Height: 12 mm

23 Brochure title DIN A4 baslac logo: mm. Space left/right: 10,5 mm Space below: 28 mm Space between columns: 7 mm Height of endorsement: 14 mm Be more effective with baslac ,5 157,5 199,5 210

24 Brochure title DIN A5 baslac logo: mm. Space left: 8,5 right: 7,5 mm Space below: 20 mm Space between columns: 4 mm Height of endorsement: 10,44 mm Be more effective with baslac ,5 110,5 104,5 148

25 Brochure title DIN Lang (DL format) baslac logo: mm. Space left/right: 7 mm Space below: 20 mm Space between columns: 4 mm Height of endorsement: 10,44 mm Be more effective with baslac

26 CD cover (cardboard sleeve) baslac logo: mm Space left/right: 7 mm Space below: 20 mm Height of endorsement: 10,44 mm Be more effective with baslac

Beste Verarbeitungsqualität, höchste Deckkraft und schnelle Trocknung für effizientes Arbeiten das Herzstück jeder Lackierung überzeugt rundherum.

27 Sample ad DIN A4 baslac logo: mm Space left/right: 10,5 mm Space below: 28 mm Space between columns: 7 mm Height of endorsement: 14 mm Be more effective with baslac More information on Die facettenreiche Welt der Farben: baslac Topcoats begeistern in schönster Vielfalt und mit ausgezeichneten Produkteigenschaften. Beste Verarbeitungsqualität, höchste Deckkraft und schnelle Trocknung für effizientes Arbeiten das Herzstück jeder Lackierung überzeugt rundherum. In Verbindung mit baslac Clearcoats faszinieren die Topcoats mit unvergleichlicher Brillanz und langanhaltender Widerstandsfähigkeit ,5 157,5 199,5 210

28 Sample ad DIN A5 horizontal baslac logo: mm Space left/right: 7,5 mm Be more effective with baslac Space below: 20 mm Space between columns: 3 mm Die facettenreiche Welt der Farben: baslac Topcoats begeistern in schönster Vielfalt und mit ausgezeichneten Produkteigenschaften. Height of endorsement: 10 mm More information on ,5 172,5 202,5 210

29 40 80 Roll-up display Sample size: mm baslac logo: mm Space left/right: 60 mm Space below: 620 mm Height of endorsement: 80 mm Be more effective with baslac More information on

30 Poster DIN A1 baslac logo: mm Space left/right: 30 mm Space below: 80 mm Space between columns: 18 mm Height of endorsement: 40 mm Be more effective with baslac More information on

31 Screen media Presentation The basic design follows BASF Coatings GmbH's Corporate Design specifications for presentations. The title page features the baslac logo, the endorsement text frame for the presentation title and subtitle and the image before the horizontal line. On the following pages of the presentation, the horizontal line forms the page header with room for the slide title. The baslac logo appears in the same position as on the title page. All text positions and sizes are already defined in the PPT master.

32 Web site The ideal spacing between the baslac logo and the endorsement is shown in the screenshot on the right. 56 px 112 px 28 px 9 px 16 px The baslac logo is 168 x 112 px and the vertical area is 200 px wide. The distance to the upper margin equals 1/2 the height of the logo and the distance of the endorsement equals 1/4 the height of the logo. The endorsement has a capital letter height of 9 px and the line height is 16 px. Enlargements and reductions for adjustment to various screen resolutions are interpolated accordingly. The font size of the endorsement must not be less than 8 px.

Web shop The baslac Web shop is divided into four horizontally oriented functional

135 + 4 px 57 + 1 px 31 px 130 px 86 px 18 px 40 px Header The header contains the

field, etc.). The background color is BASF light blue.

product categories. The background color is whitesmoke (#F5F5F5).

and the height is geared toward the content displayed.

33 Web shop The baslac Web shop is divided into four horizontally oriented functional areas px px 31 px 130 px 86 px 18 px 40 px Header The header contains the baslac logo, the endorsement, the shop navigation (account, cart, language, search field, etc.). The background color is BASF light blue. Line width at the top 4 px (color #0b5679) Product menu The product menu contains the product categories. The background color is whitesmoke (#F5F5F5). Line width at the bottom 1 px (color #dbdbdb) Content area The background is white and the height is geared toward the content displayed. Footer The footer corresponds to the product menu. The width of the content area is a maximum of 950 px. For mobile end devices, the corresponding sizes are proportionally adapted. The maximum width is determined by the display width px 950 px

34 Video lead-in and final credits The lead-in and final credits of baslac video material follows a vertical division of the screen whose percentage is the same regardless of the target resolution of the medium. A selection of the basic components described on page 15 is used. The video title is displayed in Helvetica bold (75) and the text size is individually oriented toward the content. However, it should not exceed a height of 5% of the screen size. The final credits present the logo and endorsement again as a wrap-up. 5 % 5 % 10 % 20 % 10% 5 % Titel 10 % A brand of BASF We create chemistry 10 % 5 % 5 % 7 20 % 40 % 20 % A brand of BASF We create chemistry

35 Formula Finder The horizontal line divides the header of the Formula Finder into two functional areas. The upper part with the logo and title corresponds to 40% of the total height of the header, and the lower part with the input fields and buttons accounts for 60% of the height. 40 % 60 % The baslac logo and image motif are oriented toward this horizontal line as shown in the example on the right.

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