BMW Identity - Instruction

BMW PROMOTIONAL PRINT MEDIA.
INSTRUCTION FOR BMW BRAND DESIGN IN PROMOTIONAL PRINT MEDIA.
Corporate and Brand Identity BMW Group

April 2015
WHAT YOU WILL LEARN.
What lies in store for you. 3 Headlines and subheadlines with commas
At a glance. 4 and accents. 32
Before after. 5
Examples of the new design. 6 Out-of-home, point of sale, mailings
and flyers. 33
Visual style. 7 Out-of-home. 34
Examples of visual style. 8 Point of Sale. 35
10 golden rules of visual style. 9 Mailings and flyers. Title pages. 36
Inside pages. 37
Identity Modules. 10
Price and dealer communication. 39
Design principles and typesetting. 13 Basics of price and dealer communication. 40
Layout principle and text hierarchies. 14 White space. 41
Flexibility of the layout. 15 Sender identification in dealer advertisements. 42
Overview of design variations. 16 Price communication in body copy. 43
Focus on product depiction. 17 Price communication in list and table form. 44
Focus on storytelling. 19 Price communication in the image area. 45
Dos. 21 Layout options for tactical campaigns. 46
Donts. 22
Placement of several visuals. 23 Offer labelling for priority topics. 47
BMW EfficientDynamics. 48
Typography. 24 BMW ConnectedDrive. 52
BMW Type. 25 Positioning of additional elements in advertisements. 56
Typography in the visual. 26 Capitalisation of special BMW terms in headlines
Typeface styling and InDesign settings. 27 and body copy. 57
Headline and subheadline sizes. 28
Integration of a hashtag. 30 Contact partner. 58
Body copy sizes. 31 Further information. 59
BMW Brand Identity | Instruction for BMW Brand Design in promotional print media | What you will learn Version 1.2 | Last revised: April 2015 | Seite 2
WHAT LIES IN STORE FOR YOU.
The generic instruction for print The fundamental design principles of the BMW Brand Identity are documented in
media is no longer valid as of
13.12.2014 and is replaced by instructions. This instruction sets out binding rules governing the design of image,
this instruction. brand and product campaigns as well as price and dealer communication for the
BMW brand.
Brands are only successful if they continue to develop further an aspect which has
been the driving force behind the BMW brand since the beginning of its history.
It was the search for new, improved solutions still incorporating traditional values
which provided the basis for the revision of the BMW Brand Design. The rebrush
offers wide-ranging options and greater freedom. The updated design principles are
explained and illustrated with model examples on the pages that follow.
BMW Brand Identity | Instruction for BMW Brand Design in promotional print media | What lies in store for you Version 1.2 | Last revised: April 2015 | Seite 3
AT A GLANCE.
1 A new consistent feature is that all layout and text

elements appear in the visual area. The minimum
components of an advertisement are a visual motif, the
5 The layout means that the design elements can be flexibly
arranged and adapted to the respective visual motif, as well
as allowing the copy to reflect the appropriate communication
Identity Modules and a headline. All other elements are mechanism.
optional, depending on promotional requirements.
2 Visual motifs bled to the edge on four sides strengthen

the product message.
6 The headline, subheadline and body copy (text hierarchy 1)
are always spaced as far away as possible from the priority
label and the legal disclaimer (text hierarchy 2). Both text
hierarchies appear flush left or flush right in the format and are
vertically interchangeable.
3 The white space is now only used for price and dealer
communication.
7 The Identity Modules are the brands calling card. They

ensure consistent sender identification and are always placed
4 In addition to focussing on products, the visual style has

been extended to include the storytelling principle. Due to
the enlarged image section, this means that not only
in one of the four format corners.
automobiles but also drivers and their stories can occupy

centre stage in communication. 8 Typographical styling supports an emotional appearance,
emphasising the messages and providing a hierarchy for the
information levels. Headlines and subheadlines are short,
simple and striking and always appear in uppercase letters.
BMW Brand Identity | Instruction for BMW Brand Design in promotional print media | At a glance Version 1.2 | Last revised: April 2015 | Seite 4
BEFORE AFTER.
The most obvious change is that

the visual motif is bled to the edge Before After
on four sides in image and product Example: Brand / product communication
communication. BMW 520d: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km
(kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. The BMW
2 Series Coup
As a result, all text elements appear www.bmw.com/

2series
Sheer
Driving Pleasure
in white against the visual motif.

Against particularly bright back-
grounds, black can still be used as
the type colour.
Subheadlines (optional) may no

longer be placed underneath the
body copy (optional). The subhead-
line and body copy are no longer
indented under a headline.
SHAKES OFF THE ORDINARY.
LESS RULES. MORE PERFORMANCE.
From now on, the white space is THE FIRST-EVER BMW 2 SERIES COUP.
Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just power. Theres also intelligent
only used for price and dealer

technology. Thanks to Launch Control, the 326 hp M235i engine literally gets up to speed at the press of a button: From 0 to 100
km/h in just 4.8 seconds. Values that leave no room for debate. Experience driving pleasure in the new BMW 2 Series Coup.
communication. It occupies a mini-

mum of 20 % a maximum of 60 %.
In price and dealer communication,
Example: Price / dealer communication
the headline and subheadline are
placed in the visual, as is the priority BMW
label, thereby improving interaction www.bmw.de Freude am Fahren
between text and visual. All other

details appear in the white space.
The BMW visual style is also boosted A HELL OF A CAR.

ORIGINAL BMW TYRES WITH STAR MARKING.
emotionally by increased use of the
storytelling principle: visual
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pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec,
vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis
motifs no longer focus solely on

the product but can now tell a story
about the driver due to the enlarged Y spoke 214. Star spoke 361
BMW Sport Line.
M Double spoke 310. Wheel rim cleaner.
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Y spoke 214. Star spoke 361 M Double spoke 310. Wheel rim cleaner.
BMW Sport Line.
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BMW Brand Identity | Instruction for BMW Brand Design in promotional print media | Before after Version 1.2 | Last revised: April 2015 | Seite 5
EXAMPLES OF THE NEW DESIGN.
Advertisements aim to stimulate

sales and strengthen the brand, so
they are designed to generate a Examples: Brand / product communication Examples: Price / dealer communication
particularly high level of interest.
STAY NERVOUS. A FUSION OF ELEGANCE
BMW 520d: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert):
The BMW 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert): 133-131. The BMW
2 Series Coup 4 Series Coup
Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung The all-new
BMW
zeigt Sonderausstattungen. BMW 6 Series
Gran Coup
AND POWER.
www.bmw.com/ Sheer www.bmw.com/ Sheer

2series Driving Pleasure 4series Driving Pleasure
THE FIRST-EVER BMW 2 SERIES COUP. www.bmw.de Freude am Fahren www.bmw.com

Sheer
Driving Pleasure
Fascinating products and striking

Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just power. Theres
THE ALL-NEW BMW 6 SERIES GRAN COUP.

also intelligent technology. Thanks to Launch Control, the 326 hp M235i engine literally gets up to speed at the
press of a button: From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for debate. Experience driving
pleasure in the new BMW 2 Series Coup.
messages are the central focus.

INSTINCT FOR DISTINCTION.
A powerful emotional appeal is Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum
ensured by means of the following FASTERPIECE.

pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec,
vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis The sleek lines of the interior echo the dynamic elegance of the outside. The quality of the materials, mixed with complementary colours and craftmanship are
a sensuous wrapping for the power that lies beneath. www.bmw.com
000,00
elements:
DESIGNED FOR DRIVING PLEASURE. AB EURO/MONAT
It is more than just dynamics in perfect shape. It is a promise already kept by its look.
BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km And a true challenge to all who try resisting its message: drive me. The BMW 4 Series
Ein Angebot der BMW Bank GmbH, Heidemannstrae 164, 80939 Mnchen fr die BMW 316i Limousine (UVP: 28.800 EUR, Leasingsonderzahlung: 1.990
(kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. Coup. www.bmw.com/4series EUR, Laufzeit: 36 Mon., Laufleistung p. a.: 10.000 km, Leasingrate einschl. monatl. Versicherungsprmie f. Kfz-Haftpflicht und Vollkasko von 29,99 EUR), gltig bei
Abschluss eines BMW Plus Leasing V-Vertrages mit der BMW Bank GmbH bis 30.06.2013, Zulassung bis zum 31.10.2013. Stand 04/2013. Vertragspartner und
Risikotrger fr Versicherungsleistungen: ERGO Versicherung AG. Selbstbeteiligung: VK 1.000 EUR/TK 150 EUR. Zzgl. Fahrzeugabholung in der BMW Welt in
Mnchen zum Fixpreis von 595 EUR bzw. berfhrungskosten. Nur bei teilnehmenden BMW Partnern.
Y spoke 214. Star spoke 361 M Double spoke 310. Wheel rim cleaner. BMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert): 133-131.
BMW Sport Line. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen.
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1. Visual motif bled to the edge on

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000,00 000,00 000,00 000,00
UNWINDS THE MIND,

Action speaks louder than words.The new BMW
7 Series Coup proves theres more to it than just BMW BMW Z4
four sides
power. Theres also intelligent technology. Thanks
to Launch Control, the 326 hp M235i engine
UNLEASHES THE
literally gets up to speed at the press of a button:
From 0 to 100 km/h in just 4.8 seconds. Values Sheer Sheer
www.bmw.com Driving Pleasure www.bmw.com/Z4 Driving Pleasure
that leave no room for debate. Experience driving
VROOM SERVICE.
THE NEW BMW Z4. BMW
The new BMW Z4 embodies a perfect balance between boundless dynamics and pure beauty. Flawless
proportions and every single detail of its body reflect true roadster spirit, while the unique symbiosis of intense
elegance and inspiring sportness emphasize its perfect aesthetic appearance. Driving the new BMW Z4 will Y spoke 214. Star spoke 361 M Double spoke 310. Wheel rim cleaner.
THE MOST ADVANCED 7 SERIES EVER.
always remind you to live life to the fullest. For more information visit www.bmw.com/Z4
BMW Sport Line.
www.bmw.de Freude am Fahren
2. H
eadlines with a communica-
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volore endae.
000,00 000,00 000,00 000,00 The new
BMW 5 Series
Gran Turismo
tive impact in uppercase letters www.bmw.de Freude am Fahren
3. Headlines and subheadlines Das neue BMW

4er Coup
inside the visual Please note for the market adaptation: Each market
is responsible to add their local legal disclaimer
specifying all required technical details. Please note
that the model shown in this ad has an M sports
BMW 520d: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-
Emission in g / km (kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus.
Abbildung zeigt Sonderausstattungen.
SPACE, ON EARTH.
THE MOST ADVANCED BMW 5 SERIES EVER.
HELL OF A TIRE.
4. W
hite space only for price and
Erleben Sie Sportlichkeit und Eleganz, kombiniert mit einem auergewhnlich grozgigen
BMW
Innenraum: Der neue BMW 3er Gran Turismo berzeugt mit sieben Zentimetern mehr Beinfreiheit
Please note for the market adaptation: Each
market is responsible to add their local legal
im Fond, 520 Liter Kofferraumvolumen und vielen optionalen. Weitere Infors unter www.bmw.de
000,00
BMW
www.bmw.de Freude am Fahren disclaimer specifying all required technical
details. Please note that the model shown in this
dealer communication as well as LES VOILES DE

ad has an M sports package.
www.bmw.com
Sheer
Driving Pleasure
AB EURO/MONAT Aboria sit fugit inveri cum voluptatio eatur, nemolor mod escipieni dolut volore endae. Ta nissit quiberum reribus pos apercius,
odipsapid evellup tistota tionsequam eturept atiates peliquas delicid quas quatur alicit, cone cuptas sum quae num voluptiunt.
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SAINT-TROPEZ. dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes,
nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis,
on subsequent pages (e.g. inside

sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec,
BMW YACHTSPORT KOLLEKTION. vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam
dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum
semper nisi. Aenean vulputate eleifend tellus. Aenean leo ligula, porttitor eu, consequat
pages of brochures, mailings, etc.) FASTERPIECE.

vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus.
Y spoke 214. Star spoke 361 M Double spoke 310. Wheel rim cleaner.
Phasellus viverra nulla ut metus varius laoreet. Quisque rutrum. Aenean imperdiet. BMW Sport Line.
Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH Aboria sit fugit inveri cum Aboria sit fugit inveri cum Aboria sit fugit inveri cum Aboria sit fugit inveri cum
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00000 Musterstadt 00000 Musterstadt 00000 Musterstadt
000,00 000,00 000,00 000,00
DAS NEUE BMW 4er COUP.
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Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000
www.adresse.xy www.adresse.xy www.adresse.xy
Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH

Musterstrae 000 Musterstrae 000 Musterstrae 000
Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000
Innenraum: Der neue BMW 3er Gran Turismo berzeugt mit sieben Zentimetern mehr Beinfreiheit www.adresse.xy www.adresse.xy www.adresse.xy
000,00
Autohaus Mustermann GmbH Autohaus Mustermann GmbH
Musterstrae 000 Musterstrae 000
THE ALL-NEW BMW X5. AB EURO/MONAT 00000 Musterstadt

Tel. +00 00 000-0000
00000 Musterstadt
Tel. +00 00 000-0000 BMW
A WORK OF PROGRESS. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget www.adresse.xy www.adresse.xy
dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes,
nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, Kraftstoffverbrauch in l/100 km (kombiniert): 8,14,5. CO2-Emission in
ROOM WITH A VIEW.

sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, g/km (kombiniert): 189119. Als Basis fr die Verbrauchsermittlung gilt der
vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen.
dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum
THE MOST ADVANCED BMW 5 SERIES EVER. semper nisi. Aenean vulputate eleifend tellus. Aenean leo ligula, porttitor eu, consequat
vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus.
2 Series Coup proves theres more to it than just Autohaus Mustermann GmbH Autohaus Mustermann GmbH
BMW
literally gets up to speed at the press of a button: 00000 Musterstadt 00000 Musterstadt
From 0 to 100 km/h in just 4.8 seconds. Values
Sheer
that leave no room for debate. Experience driving Tel. +00 00 000-0000 Tel. +00 00 000-0000
www.bmw.com Driving Pleasure
pleasure in the new BMW 2 Series Coup. www.adresse.xy www.adresse.xy
Kraftstoffverbrauch in l/100 km (kombiniert): 8,14,5. CO2-Emission in

g/km (kombiniert): 189119. Als Basis fr die Verbrauchsermittlung gilt der
ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen.
Ob Schnee, Regen, Eis oder Hagel mit xDrive, BMW 520d: Kraftstoffverbrauch in l/100 km (innerorts/auerorts/kombiniert): 6,0-5,9/5,7-5,4/4,5-
dem itelligenten Allradsystem von BMW, sind BMW 4,6. CO2-Emission in g/km (kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der BMW
Sie immer wieder bestens unterwegs. Wetter ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen.
ist nicht vorhersehbar, Fahrfreude dafr schon.
Mehr bei Ihrem BMW Partner oder unter
CONVERTS SKY
Sheer
www.bmw.com Driving Pleasure www.bmw.de Freude am Fahren
DAS WETTER WECHSELT.

FAHRFREUDE BLEIBT. INTO HEAVEN.
The all-new
The sleek lines of the interior echo the dynamic elegance of the
outside. The quality of the materials, mixed with complementary
BMW 6 Series
Gran Coup
colours and craftmanship are a sensuous wrapping for the power

that lies beneath. www.bmw.com
Sheer
THE FIRST-EVER BMW 4 SERIES CONVERTIBLE.

BMW XDRIVE. DAS INTELLIGENTE ALLRADSYSTEM.

JETZT IN 46 MODELLEN.
AB 000,00 EURO/MONAT
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000,00
pretium quis, sem. Nulla consequat massa quis enim. Donec
pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim
justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam AB EURO/MONAT
dictum felis eu pede mollis pretium. Integer tincidunt. Cras
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum
dapibus. Vivamus elementum semper nisi. Aenean vulputate sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec,
eleifend tellus. Aenean leo ligula, porttitor eu, consequat pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec,
vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis
Autohaus Mustermann GmbH
Musterstrae 000 Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH
SOME THINGS ARE

00000 Musterstadt Musterstrae 000 Musterstrae 000 Musterstrae 000
Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000
www.adresse.xy
A FUSION OF ELEGANCE
WORTH WAITING FOR. AND POWER.

BMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts /
kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert):
133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus.
BMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-
Emission in g / km (kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung
THE NEW BMW 6 SERIES GRAN COUP. THE ALL-NEW BMW 6 SERIES GRAN COUP. Abbildung zeigt Sonderausstattungen.
Please note for the market adaptation: Each Um volestrum acepeliassi bla voluptas dem ipsam qui comniant, quid quatusandunt et quo
market is responsible to add their local legal ma necum quas perferspis aciumet, consed eum qui blaudisti utempor eper met renessunt
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BMW Brand Identity | Instruction for BMW Brand Design in promotional print media | Examples of the new design Version 1.2 | Last revised: April 2015 | Seite 6
VISUAL STYLE.
Visuals do not just convey content, they express an atmosphere

and a lifestyle, too. They create fascination and excitement, thereby
contributing to emotional identification with the brand.
The BMW visual style is part of the visual core of the Brand Identity
and makes BMW instantly recognisable. Authenticity and dynamic
product depiction ensure an unmistakable and high-quality appea-
rance in all media and dimensions. The focus here is not only on the
product but also on people and their stories. The aim is to vividly
convey the sheer driving pleasure that is typical of BMW.
Version 1.2 | Last revised: April 2015 | Seite 7

Visual style
EXAMPLES OF VISUAL STYLE.
In future, visual motifs will be created

around the product with a larger
image section so as to allow a greater
focus on storytelling. By depicting
authentic scenarios and situations
from drivers lives, cars are pre-
sented in their natural environment.
In this way, pure product depiction
becomes more emotional, accessi-
ble, realistic and credible.
The examples of visuals shown here

indicate possible applications of the
storytelling principle in line with the
marketing positioning of the respec-
tive series.
BMW Brand Identity | Instruction for BMW Brand Design in promotional print media | Visual style Version 1.2 | Last revised: April 2015 | Seite 8
Visual style
10 GOLDEN RULES OF VISUAL STYLE.
Individual
driving
pleasure
1 Each picture should tell an individual story of a
captured moment of driving pleasure in a highly
involving emotional and premium way. It includes all
Technical
tools 6 All technical tools (CGI, Rig, Car to Car, Fisheye, etc.)
when applied,should not lead to artificial results. They
should be used in a way that thefinal outcome looks
the normalities or even anomalies it is a true and authentic and believable.
authentic expression of its own individual driving
pleasure story. Automobile/
situation 7 An authentic environment around the automobile adds
information to thepicture and therefore to the story.
First
impression 2 A clear graphic composition of the picture conveys
the high standard ofthe BMW brand at first sight.
Each picture stands for the well known BMW quality.
It should be a realistic, not too adjusted surrounding.
Playing with certain seemingly incidental elements can
givethe moment, in which the picture is captured, a
Pictures should never be too perfect and should have certain twist.
sympathetic, human lively flaws.
Authenticity
3 The image should always create a credible and
realistic impression.It should appeal to the observer
Colour
8 Colour reduction emphasises a premium character, but
should be applied thoughtfully. According to the segment-
positioning, reduced colours willappear for the GKL
in a not too distanced way and convey anindividual and MKL automobiles, whereas for the UKL and KKL
experience of the brands core messages Joy and automobiles amore colourful palette will be used.
Driving Pleasure.
Lighting
4 The lighting is part of the story: within a modern
interpretation of light and shade we set the
Angles/
perspectives 9 Generally BMW automobiles are depicted in dynamic,
bold perspectives and self-confident, powerful angles.
The exact perspective of each automobile is individually
illumination for a unique picture.Avoid concepts chosen according to its positioning and its very own
that take place at night for all BMW models to get placement on thebookshelf to further emphasise the
astronger differentiation to MINI models. product character.
Paint/
appearance 5 Natural-looking high-quality paintwork is desirable.
Glossy paint shouldnever look dull or airbrushed
and matt paint should not look like high gloss. The
Humanity
10 Pictures of people and humanity convey a self-confident
sympathy.Models should appear like real life people
with character and charisma. They should rather be
paintwork in CGIs must have a natural feel. interesting than pretty or beautiful. A relevantcharacter
gives a relevant statement.
BMW Brand Identity | Instruction for BMW Brand Design in promotional print media | Visual style Version 1.2 | Last revised: April 2015 | Seite 9
IDENTITY MODULES.
The Identity Modules are used to identify and label the BMW brand.
They serve as the brands calling card and have a key role to play in
communication since when applied correctly they ensure con-
sistent sender identification across all media.

IDENTITY MODULES.
The Identity Modules always con- Arrangement of text and symbol module Derivation of elements to regulate spacing in layouts
sist of two elements: a text module
and a symbol module.
BMW
The text module serves the BMW,

BMW M and BMW i brands, their of-
BMW Thema
ferings and themes as a sender desi- Sheer x
gnation and specifies the content of www.bmw.de Driving Pleasure
the communication medium.
The symbol module is positioned to www.bmw.de/thema Freude am Fahren

The spacing between headline, subheadline and body copy as well
the right of the text module. It con- as the spacing separating these elements from the format edges is
tains the symbol and always the derived from the Identity Modules.
brand claim as well. This only ap- The squares derived show the standard dimensions for spacing.
pears together with the symbol in the The blue square is equal to half a module height, the green square is
symbol module and in body copy in equal to the space between the upper edge of the second line of the
exceptional cases. Examples of content claim and the lower edge of the module.
The white Identity Modules are

used on colour backgrounds or
photographs and the grey version Mehr ber BMW BMW 3er BMW BMW M
(10 % black) on white back-

Sedan Financial Services Financial Services
grounds or light-coloured photo-

graphs. Both versions can be down- www.bmw.com Freude am Fahren www.bmw.com Freude am Fahren www.bmw.com Freude am Fahren www.bmw.com Freude am Fahren
loaded from the BMW Group Identity

Net. Their proportions may not be
changed. Brand Model launch Offer/sender BMW M BMW i
Fixed module sizes are defined for Module sizes for standard formats Module sizes for newspaper formats
standard formats. The Identity Mo-
Format Format size Module size 1/2 Module size Format Format size Module size 1/2 Module size
dules, based on the nearest standard (blue square) (blue square)
format, are scaled proportionally in Square 210 x 210 mm 26mm = 1.02 inches 13mm = 0.51 inches 1/1 page large format approx. 370 x 520 mm 40 mm = 1.57 inches 20 mm = 0.79 inch
free formats. The shorter side is al- DIN A4 210 x 297 mm 26mm = 1.02 inches 13mm = 0.51 inches 1/1 page standard approx. 300 x 450 mm 33 mm = 1.30 inches 16,5mm = 0.65 inches
ways the decisive factor in determi-
US long 216 x 256 mm 26mm = 1.02 inches 13mm = 0.51 inches 1/1 page small format approx. 220 x 320 mm 26 mm = 1.02 inches 14 mm = 0.55 inches
ning the module size. For example, in
a free format of 210 x 420 mm, the DIN A3 297 x 420 mm 31mm = 1.22 inches 15,5mm = 0.61 inches 1 column Width 45-70 mm 14 mm = 0.55 inches 7 mm = 0.28 inches
module size is 26 mm, which is the DIN A2 420 x 594 mm 45mm = 1.77 inches 22,5mm = 0.89 inches 1 or 2 columns Width 70-90 mm 18 mm = 0.71 inches 9 mm = 0.35 inches
module size in the DIN A4 format.
DIN A1 594 x 840 mm 64mm = 2.52 inches 32 mm = 1.26 inches 2 columns Width 90-120 mm 22 mm = 0.87 inches 11 mm = 0.43 inches
Further information: DIN A0 840 x 1.188 mm 90mm = 3.54 inches 45 mm = 1.77 inches 1/1 page magazine approx. 220 x 280 mm 26mm = 1.02 inches 13mm = 0.51 inches
Instruction for the Identity 2/1 page magazine approx. 440 x 280 mm 31mm = 1.22 inches 15,5mm = 0.61 inches
Modules and the brand claim.
BMW Brand Identity | Instruction for BMW Brand Design in promotional print media | Identity Modules Version 1.2 | Last revised: April 2015 | Seite 11
IDENTITY MODULES.
The Identity Modules are bled to

the edge and placed horizontally Example of positioning within the format Exception: 1/2x
in one of the four format corners. Sales literature
Dos
A spacing of half a module height
from the format edge is to be observed.
1/2x 1/2x
x x
The minimum spacing separating the
modules from the text and priority
labels must be observed at all times.
It is one module height (x) around the
sides of the Identity Modules which
are not bled to the edge.
BMW Thema
www.bmw.de/thema Freude am Fahren
By way of an exception, the Identity

Modules are bled to the edge at
the top of the format edge in sales
x literature.
STAY NERVOUS. The BMW
2 Series Coup
x
x = height of Identity Modules THE NEW BMW 2 SERIES COUP.
Action speaks louder than words.The new BMW 2 Series Coup proves theres
www.bmw.com/
2series
Sheer
Driving Pleasure
more to it than just power. Theres also intelligent technology. Thanks to Launch
x
Dont
Control, the 326 hp M235i engine literally gets up to speed at the press of a
button: From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for
debate. Experience driving pleasure in the new BMW 2 Series Coup.
Enlarged view:
The minimum spacing (x)
around the sides of the
Identity Modules which
are not bled to the edge
must be observed.
x
SUBHEADLINE LOREM IPSUM.
x Identity Modules may not be
BMW 520d: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert):
6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert): 133-131.
Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung
placed with the long side at the
edge of the format. The exception
zeigt Sonderausstattungen.
x here is sales literature.
BMW Brand Identity | Instruction for BMW Brand Design in promotional print media | Identity Modules Version 1.2 | Last revised: April 2015 | Seite 12
DESIGN PRINCIPLES
AND TYPESETTING.
The newly developed design principles of the BMW brand not only
allow for a more flexible layout structure, they also make it possible
to vary the content focus. In addition to the choice of visual motifs,
the variable positioning of the layout elements also determines the
focus of communication.
Here the text elements are aligned at one side of the format, as if on
a vertical flagstaff, from which they protrude in ragged lengths. They
must be vertically arranged as this allows them to respond most
effectively to the visual motif. The design principles support both a
product-based style as well as a more emotional, creative approach
in which a story is told in addition to presenting the automobile.
In spite of the increased flexibility, a consistent appearance and
characteristic brand sender designation are still guaranteed.

Design principles and
typesetting
LAYOUT PRINCIPLE AND TEXT HIERARCHIES.
The headline, subheadline and body Diagram Text hierarchy 1

copy (text hierarchy 1) form a single
unit of content and always appear
STAY NERVOUS.
together spaced as far as possible
from the priority label and the legal The BMW
2 Series Coup
disclaimer (text hierarchy 2). If the

optional body copy is omitted, this www.bmw.com/ Sheer

2series Driving Pleasure
allows freer vertical placement of THE FIRST-EVER BMW 2 SERIES COUP.

the headline and subheadline (see Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just power. Theres also intelligent
page 34). Text hierarchy 1 and 2 technology. Thanks to Launch Control, the 326 hp M235i engine literally gets up to speed at the press of a button: From 0 to 100
are always placed flush right or flush

left in the format and are vertically
interchangeable.
The vertical arrangement of text

elements within text hierarchy 1
is likewise variable. However, the
headline must always appear above
the subheadline. The longest text vertically
element here is always the headline, interchangeable
which protrudes into the visual in
ragged style.
The minimum components of a

promotional advertisement are the
visual, Identity Modules and
headline. All other elements are
optional, depending on promotional
requirements.
Text hierarchy 1 = orange

Text hierarchy 2 = yellow
BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km
(kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen.
Text hierarchy 2
BMW Brand Identity | Instruction for BMW Brand Design in promotional print media | Design principles and typesetting Version 1.2 | Last revised: April 2015 | Seite 14
typesetting
FLEXIBILITY OF THE LAYOUT.
The flexibility of the layout supports

a focus on product depiction, Column width 12 x Column width 5 x
storytelling and potential intermediate
STAY NERVOUS. STAY NERVOUS.
BMW BMW
variations as well as covering all LESS RULES. MORE PERFORMANCE.

www.bmw.com
Sheer
Driving Pleasure
www.bmw.com
Sheer
Driving Pleasure
choices, regardless of the specific THE FIRST-EVER BMW 2 SERIES COUP.

Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just power. Theres also
THE FIRST-EVER BMW 2 SERIES COUP.
focus. This ensures maximum flexi-

intelligent technology. Thanks to Launch Control, the 326 hp M235i engine literally gets up to speed at the press of a 2 Series Coup proves theres more to it than just
button: From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for debate. Experience driving pleasure in the power. Theres also intelligent technology. Thanks
new BMW 2 Series Coup. to Launch Control, the 326 hp M235i engine literally
gets up to speed at the press of a button: From 0 to
100 km/h in just 4.8 seconds. Values that leave no
bility of response to the respective

room for debate. Experience driving pleasure in the
new BMW 2 Series Coup.
visual motif and the specific com- Variability of

munication mechanism of the text. column width
vertically Product focus
The body copy and legal disclaimer interchangeable
always have the same column width
(5 to 12 x) and type size.
The headline and subheadline

always appear together, the vertical BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km
BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts
/ auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6.
CO2-Emission in g / km (kombiniert): 133-131. Als
Basis fr die Vebrauchsermittlung gilt der ECE-Fahr-
position of the body copy is variable.

(kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. zyklus. Abbildung zeigt Sonderausstattungen.
x
However, the body copy may not
appear between the headline and
subheadline. The spacing between
text and format edge is determined Variability of text arrangement Variability of text arrangement
based on the Identity Modules.
Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just power. Action speaks louder than words.The new BMW
Theres also intelligent technology. Thanks to Launch Control, the 326 hp M235i engine literally gets up to BMW 2 Series Coup proves theres more to it than just BMW
speed at the press of a button: From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for debate. power. Theres also intelligent technology. Thanks
STAY NERVOUS.
Experience driving pleasure in the new BMW 2 Series Coup. to Launch Control, the 326 hp M235i engine literally
Sheer 100 km/h in just 4.8 seconds. Values that leave no Sheer
www.bmw.com Driving Pleasure www.bmw.com Driving Pleasure
STAY NERVOUS.

Variability of THE FIRST-EVER BMW 2 SERIES COUP.
column width
vertically Storytelling
interchangeable
BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts

CO2-Emission in g / km (kombiniert): 133-131. Als
BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km Basis fr die Vebrauchsermittlung gilt der ECE-Fahr-
(kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. zyklus. Abbildung zeigt Sonderausstattungen.
typesetting
OVERVIEW OF DESIGN VARIATIONS.
FOCUS ON PRODUCT DEPICTION TO
FOCUS ON STORYTELLING.

Action speaks louder than words.The new BMW 2 Series Coup proves theres more Action speaks louder than words.The new BMW
The BMW The BMW to it than just power. Theres also intelligent technology. Thanks to Launch Control, The BMW 2 Series Coup proves theres more to it than just The BMW
2 Series Coup 2 Series Coup 2 Series Coup 2 Series Coup
the 326 hp M235i engine literally gets up to speed at the press of a button: From 0 power. Theres also intelligent technology. Thanks
to 100 km/h in just 4.8 seconds. Values that leave no room for debate. Experience to Launch Control, the 326 hp M235i engine
STAY NERVOUS.
driving pleasure in the new BMW 2 Series Coup. literally gets up to speed at the press of a button:
www.bmw.com/ www.bmw.com/ From 0 to 100 km/h in just 4.8 seconds. Values www.bmw.com/
LESS RULES. MORE PERFORMANCE. LESS RULES. MORE PERFORMANCE.

www.bmw.com/ Sheer Sheer Sheer Sheer
2series Driving Pleasure 2series Driving Pleasure 2series Driving Pleasure 2series Driving Pleasure
THE FIRST-EVER BMW 2 SERIES COUP. THE FIRST-EVER BMW 2 SERIES COUP.
STAY NERVOUS.
Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just power. Theres also intelligent Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just power.
technology. Thanks to Launch Control, the 326 hp M235i engine literally gets up to speed at the press of a button: From 0 to Theres also intelligent technology. Thanks to Launch Control, the 326 hp M235i engine literally gets up
100 km/h in just 4.8 seconds. Values that leave no room for debate. Experience driving pleasure in the new BMW 2 Series Coup. to speed at the press of a button: From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for

BMW 520d: Kraftstoffverbrauch in l / 100 km (innerorts

BMW 520d: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. BMW 520d: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 CO2-Emission in g / km (kombiniert): 133-131. Als
BMW 520d: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km CO2-Emission in g / km (kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE- /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert): 133-131. Als Basis fr die Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzy-
(kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. Fahrzyklus. Abbildung zeigt Sonderausstattungen. Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. klus. Abbildung zeigt Sonderausstattungen.
Product focus Storytelling

Action speaks louder than words.The new BMW 2 Series Coup proves theres more Action speaks louder than words.The new BMW
The BMW The BMW to it than just power. Theres also intelligent technology. Thanks to Launch Control, The BMW 2 Series Coup proves theres more to it than just The BMW
2 Series Coup 2 Series Coup 2 Series Coup 2 Series Coup
the 326 hp M235i engine literally gets up to speed at the press of a button: From 0 power. Theres also intelligent technology. Thanks to
to 100 km/h in just 4.8 seconds. Values that leave no room for debate. Experience Launch Control, the 326 hp M235i engine literally gets
STAY NERVOUS.
driving pleasure in the new BMW 2 Series Coup. up to speed at the press of a button: From 0 to 100
www.bmw.com/ www.bmw.com/ www.bmw.com/ km/h in just 4.8 seconds. Values that leave no room www.bmw.com/
LESS RULES. MORE PERFORMANCE. LESS RULES. MORE PERFORMANCE.

Sheer Sheer Sheer Sheer
2series Driving Pleasure 2series Driving Pleasure 2series Driving Pleasure 2series Driving Pleasure
for debate. Experience driving pleasure in the new
BMW 2 Series Coup.
STAY NERVOUS.
Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just power. Theres also intelligent Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just power.
technology. Thanks to Launch Control, the 326 hp M235i engine literally gets up to speed at the press of a button: From 0 to 100 Theres also intelligent technology. Thanks to Launch Control, the 326 hp M235i engine literally gets up
km/h in just 4.8 seconds. Values that leave no room for debate. Experience driving pleasure in the new BMW 2 Series Coup. to speed at the press of a button: From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for

BMW 520d: Kraftstoffverbrauch in l / 100 km (innerorts

BMW 520d: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. BMW 520d: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 CO2-Emission in g / km (kombiniert): 133-131. Als
BMW 520d: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km CO2-Emission in g / km (kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE- /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert): 133-131. Als Basis fr die Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzy-
(kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. Fahrzyklus. Abbildung zeigt Sonderausstattungen. Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. klus. Abbildung zeigt Sonderausstattungen.
Maximum column width: 12 x Minimum column width: 5 x

In advertisements with a product focus, it is recom- Due to the reduced column width and a ragged
mended that the column width should be as large headline and subheadline between the text elements,
possible so as to provide more space for product it is possible to respond more effectively to the visual
depiction. motif or interact with it.
typesetting
FOCUS ON PRODUCT DEPICTION.
LAYOUT PRINCIPLE AND SPACING.
Text hierarchy 1 Text hierarchy 2
The headline and subheadline are Column width 12 x x Column width 12 x
STAY NERVOUS.
variable in type size and text length. The BMW
2 Series Coup
2 Series Coup
The body copy and legal disclai- www.bmw.com/ Sheer www.bmw.com/ Sheer
mer always have the same column LESS RULES. MORE PERFORMANCE.

width (5 x to maximum 12 x) and Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just power. Theres also
intelligent technology. Thanks to Launch Control, the 326 hp M235i engine literally gets up to speed at the press of a button:
type size. From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for debate. Experience driving pleasure in the new BMW
2 Series Coup.
In advertisements with a product

focus, it is recommended that the
column width should be as large
possible so as to provide more space
for product depiction.
In double-page advertisements,
care must be taken to ensure that the
STAY NERVOUS.
body copy and legal disclaimer do
not run across the spine.
Care must always be taken to observe THE FIRST-EVER BMW 2 SERIES COUP.
the minimum spacing to the format BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km
From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for debate. Experience driving pleasure in the new BMW
2 Series Coup.
edges (type area = 1 x).

Derivation of elements to regulate spacing in layouts
BMW
x
typesetting
FOCUS ON PRODUCT DEPICTION.
EXAMPLES.
The headline (uppercase letters)
STAY NERVOUS.
should be short, simple and striking in The BMW
2 Series Coup
2 Series Coup
its wording. www.bmw.com/ Sheer www.bmw.com/ Sheer


The content of the subheadline Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just power. Theres also
(uppercase letters) either refers to

From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for debate. Experience driving pleasure in the new BMW
2 Series Coup.
the headline or explains the relevant

offer/topic in communicative style. It
can also be used as a sender identifi-
cation and communicate services
from the brand and offer structure
(e.g. BMW Welt, BMW Service).
The body copy (mixed case) explains

the offer, topic or activity.
The priority label is to be applied in

all brand and product communication.
STAY NERVOUS.
The legal disclaimer appears in

BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for debate. Experience driving pleasure in the new BMW
(kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. 2 Series Coup.
mixed case and is adapted to the

statutory requirements of the country
in question.
For further information on the

correct use of the priority label,
see page 47 ff.
typesetting
The headline and subheadline are Column width 5 x x Column width 5 x

variable in type size and text length. Action speaks louder than words.The new BMW
2 Series Coup proves theres more to it than just
The BMW
2 Series Coup
BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts /
auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2- The BMW
2 Series Coup
The body copy and legal disclai-

Emission in g / km (kombiniert): 133-131. Als
to Launch Control, the 326 hp M235i engine literally Basis fr die Vebrauchsermittlung gilt der ECE-Fahr-
gets up to speed at the press of a button: From 0 to zyklus. Abbildung zeigt Sonderausstattungen.
100 km/h in just 4.8 seconds. Values that leave no www.bmw.com/ www.bmw.com/
mer always have the same column

Sheer Sheer
width and type size.
A reduced column width is recom-

STAY NERVOUS.
mended for advertisements with a THE FIRST-EVER BMW 2 SERIES COUP.
focus on storytelling (5 x to 6 x).
Due to the contrast between reduced

column width and a ragged headline
and subheadline between the text
elements, it is possible to respond
more effectively to the visual motif
and create a more interesting effect.
STAY NERVOUS.
The storytelling layout can also be Action speaks louder than words.The new BMW
used for promotional communica-

BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts to Launch Control, the 326 hp M235i engine literally
tion with a product focus.

CO2-Emission in g / km (kombiniert): 133-131. Als 100 km/h in just 4.8 seconds. Values that leave no
Basis fr die Vebrauchsermittlung gilt der ECE-Fahr- room for debate. Experience driving pleasure in the
zyklus. Abbildung zeigt Sonderausstattungen. new BMW 2 Series Coup.
Care must always be taken to observe

the minimum spacing to the format Text hierarchy 2 Text hierarchy 1
edges (type area = 1 x).
Derivation of elements to regulate spacing in layouts
BMW
x
typesetting
EXAMPLES.
The headline (uppercase letters)

should be short, simple and striking Action speaks louder than words.The new BMW
The BMW
2 Series Coup
BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts /
auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-
Emission in g / km (kombiniert): 133-131. Als
The BMW
2 Series Coup
in its wording. to Launch Control, the 326 hp M235i engine literally

100 km/h in just 4.8 seconds. Values that leave no www.bmw.com/ Sheer
Basis fr die Vebrauchsermittlung gilt der ECE-Fahr-
zyklus. Abbildung zeigt Sonderausstattungen.
www.bmw.com/ Sheer
The content of the subheadline

(uppercase letters) either refers to
the headline or explains the relevant
STAY NERVOUS.
offer/topic in communicative style.
It can also be used as a sender iden-
tification and communicate services
from the brand and offer structure
(e.g. BMW Welt, BMW Service).
The body copy (mixed case)

explains the offer, topic or activity.
STAY NERVOUS.
The priority label is to be applied THE FIRST-EVER BMW 2 SERIES COUP.
in all brand and product commu- Action speaks louder than words.The new BMW
nication.
BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts to Launch Control, the 326 hp M235i engine literally
/ auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. gets up to speed at the press of a button: From 0 to
CO2-Emission in g / km (kombiniert): 133-131. Als 100 km/h in just 4.8 seconds. Values that leave no
Basis fr die Vebrauchsermittlung gilt der ECE-Fahr- room for debate. Experience driving pleasure in the
zyklus. Abbildung zeigt Sonderausstattungen. new BMW 2 Series Coup.
The legal disclaimer appears in

mixed case and is adapted to the
statutory requirements of the coun-
try in question.
For further information on the

correct use of the priority label,
see page 47 ff.
typesetting
DOS.
1. Recommended layout
(product focus). Examples
1. 2. 3. 4.
2. L ayout, vertically interchanged
(storytelling).
STAY NERVOUS.
BMW 520d: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km BMW 520d: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9
(kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert): 133-131. Als Basis fr die Vebrauch- The BMW
The BMW The BMW 2 Series Coup proves theres more to it than just The BMW
sermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen.
2 Series Coup
2 Series Coup 2 Series Coup 2 Series Coup
literally gets up to speed at the press of a button: www.bmw.com/
2series
Sheer
Driving Pleasure
www.bmw.com/ Sheer www.bmw.com/ Sheer From 0 to 100 km/h in just 4.8 seconds. Values www.bmw.com/ Sheer

2series Driving Pleasure 2series Driving Pleasure 2series Driving Pleasure
3. R
ecommended layout BEATS NINE TO FIVE
also intelligent technology. Thanks to Launch Control, the 326 hp M235i engine literally gets up to speed at the press
of a button: From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for debate. Experience driving pleasure
in the new BMW 2 Series Coup.
IN FOUR POINT EIGHT.

(storytelling). THE FIRST-EVER BMW 2 SERIES COUP.
4. R
ecommended layout, portrait
format (product focus).
5. B
ody copy above headline SHAKES OFF THE ORDINARY.
STAY NERVOUS.
(product focus). BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km
Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just power. Theres also intelligent
technology. Thanks to Launch Control, the 326 hp M235i engine literally gets up to speed at the press of a button: From 0 to 100
Please note for the market adaptation: Each market
specifying all required technical details. Please
note that the model shown in this ad has an M
Action speaks louder than words.The new BMW 2 Series Coup proves theres more to
it than just power. Theres also intelligent technology. Thanks to Launch Control, the 326
hp M235i engine literally gets up to speed at the press of a button: From 0 to 100 km/h
in just 4.8 seconds. Values that leave no room for debate. Experience driving pleasure
in the new BMW 2 Series Coup.
6. L ayout without body copy 5. 6. 7. 8.

(product focus).
Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just BMW 520d: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km BMW 235i: Kraftstoffverbrauch in l / 100 km
power. Theres also intelligent technology. Thanks to Launch Control, the 326 hp M235i engine literally BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts / (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 The BMW
The BMW (kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. The BMW
The BMW / 4,5-4,6. CO2-Emission in g / km (kombiniert):
2 Series Coup
gets up to speed at the press of a button: From 0 to 100 km/h in just 4.8 seconds. Values that leave no
2 Series Coup 2 Series Coup auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2- 2 Series Coup 133-131. Als Basis fr die Vebrauchsermittlung
room for debate. Experience driving pleasure in the new BMW 2 Series Coup. Emission in g / km (kombiniert): 133-131. Als gilt der ECE-Fahrzyklus. Abbildung zeigt
LESS RULES.
Basis fr die Vebrauchsermittlung gilt der ECE-Fahr- Sonderausstattungen. www.bmw.com/ Sheer
zyklus. Abbildung zeigt Sonderausstattungen. 2series Driving Pleasure
7. L ayout, vertically interchanged

2series Driving Pleasure 2series Driving Pleasure www.bmw.com/ Sheer
MORE PERFORMANCE.
(storytelling). THE FIRST-EVER BMW 2 SERIES COUP.
8. L ayout, portrait format

(storytelling).
STAY NERVOUS.
9. B
ody copy above headline LESS RULES. MORE PERFORMANCE.
STAY NERVOUS.
(product focus).
WELCOME.
power. Theres also intelligent technology. Thanks Action speaks louder than words.The new BMW
to Launch Control, the 326 hp M235i engine literally 2 Series Coup proves theres more to it than just
gets up to speed at the press of a button: From 0 to power. Theres also intelligent technology. Thanks
BMW 520d: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / to Launch Control, the 326 hp M235i engine literally
100 km/h in just 4.8 seconds. Values that leave no gets up to speed at the press of a button: From 0 to
4,5-4,6. CO2-Emission in g / km (kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt
der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. THE FIRST-EVER BMW 2 SERIES COUP. room for debate. Experience driving pleasure in the
100 km/h in just 4.8 seconds. Values that leave no
10. H
eadline and subheadline above
body copy (product focus). 9. 10. 11. 12.

11. O
ptional flush right layout
Action speaks louder than words.The new BMW 2 Series Coup proves theres more Please note for the market adaptation: Each market
to it than just power. Theres also intelligent technology. Thanks to Launch Control, The BMW The BMW The BMW is responsible to add their local legal disclaimer
the 326 hp M235i engine literally gets up to speed at the press of a button: From 0 specifying all required technical details. Please
to 100 km/h in just 4.8 seconds. Values that leave no room for debate. Experience note that the model shown in this ad has an M
driving pleasure in the new BMW 2 Series Coup. LESS RULES. MORE PERFORMANCE.
STAY NERVOUS.
www.bmw.com/
2series
Sheer
Driving Pleasure
LESS RULES. MORE PERFORMANCE. www.bmw.com/
2series
Sheer
Driving Pleasure
www.bmw.com/
2series
Sheer
Driving Pleasure THE FIRST-EVER BMW 2 SERIES COUP.
(storytelling).
Action speaks louder than words.The new BMW 2 Series Coup proves theres more to
it than just power. Theres also intelligent technology. Thanks to Launch Control, the 326
Action speaks louder than words.The new BMW 2 hp M235i engine literally gets up to speed at the press of a button: From 0 to 100 km/h
Series Coup proves theres more to it than just power. in just 4.8 seconds. Values that leave no room for debate. Experience driving pleasure
LESS RULES. MORE PERFORMANCE. Theres also intelligent technology. Thanks to Launch in the new BMW 2 Series Coup.

Control, the 326 hp M235i engine literally gets up to
speed at the press of a button: From 0 to 100 km/h in
just 4.8 seconds. Values that leave no room for debate.
Experience driving pleasure in the new BMW 2 Series
12. Layout, vertically interchanged,

portrait format, Identity Modules
at the bottom (product focus).

to Launch Control, the 326 hp M235i engine The BMW
BMW 520d: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): BMW 520d: Kraftstoffverbrauch in l / 100 km literally gets up to speed at the press of a button:
2 Series Coup
6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert): 133-131. (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 From 0 to 100 km/h in just 4.8 seconds. Values
Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung / 4,5-4,6. CO2-Emission in g / km (kombiniert): that leave no room for debate. Experience driving BMW 520d: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9
zeigt Sonderausstattungen. 133-131. Als Basis fr die Vebrauchsermittlung gilt pleasure in the new BMW 2 Series Coup. /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert): 133-131. Als Basis fr die Vebrauch-
www.bmw.com/
2series
Sheer
Driving Pleasure
sermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen.
typesetting
DONTS.
1. F reely arranged typography is not

permitted. Examples
1. 2. 3.
2. The headline may not extend over
more than three lines. Action speaks louder than words.The new BMW
The BMW
2 Series Coup
disclaimer specifying all required technical details.
Please note that the model shown in this ad has
The BMW
2 Series Coup
SHAKES OFF THE ORDINARY. The BMW

2 Series Coup
literally gets up to speed at the press of a button: an M sports package.

From 0 to 100 km/h in just 4.8 seconds. Values
www.bmw.com/
2series
Sheer
Driving Pleasure
www.bmw.com/
2series
Sheer
Driving Pleasure LESS RULES. MORE PERFORMANCE. www.bmw.com/
2series
Sheer
Driving Pleasure
pleasure in the new BMW 2 Series Coup. THE FIRST-EVER BMW 2 SERIES COUP.
3. The priority label may not appear STAY NERVOUS.

under the legal disclaimer if both

are placed at the bottom of the

format.
THE FIRST EVER BMW 2 SERIES.
OUTSTANDING DESIGN.
4. The headline may not be placed on OUTSTANDING PERFORMANCE.
OUT NOW.
the product. Action speaks louder than words.The new BMW
2 Series Coup proves theres more to it than just Please note for the market adaptation: Each market is responsible to add their local legal disclaimer specifying all
power. Theres also intelligent technology. Thanks required technical details. Please note that the model shown in this ad has an M sports package.
Please note for the market adaptation: Each literally gets up to speed at the press of a button:
market is responsible to add their local legal From 0 to 100 km/h in just 4.8 seconds. Values
disclaimer specifying all required technical details. that leave no room for debate. Experience driving
Please note that the model shown in this ad has pleasure in the new BMW 2 Series Coup.
5. The legal disclaimer may not

an M sports package.
be placed diagonally to the 4. 5. 6.

communicative text block.
Please note for the market adaptation: Each Please note for the market adaptation: Each market is responsible to add their local legal disclaimer specifying all
The BMW is responsible to add their local legal disclaimer
market is responsible to add their local legal The BMW The BMW required technical details. Please note that the model shown in this ad has an M sports package. 2 Series Coup
2 Series Coup 2 Series Coup specifying all required technical details. Please
disclaimer specifying all required technical details.
Please note that the model shown in this ad has
6. I n a flush right layout version, the

www.bmw.com/ Sheer
www.bmw.com/ Sheer www.bmw.com/ Sheer 2series Driving Pleasure
subheadline may not appear flush

left under the headline.
7. The body copy may not be

placed between the headline and
subheadline.
WELCOME.
STAY NERVOUS.

LESS RULES. MORE PERFORMANCE. Action speaks louder than words.The new BMW
power. Theres also intelligent technology. Thanks THE FIRST-EVER BMW 2 SERIES COUP. power. Theres also intelligent technology. Thanks
8. The components of the two

to Launch Control, the 326 hp M235i engine to Launch Control, the 326 hp M235i engine
literally gets up to speed at the press of a button: Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just power. literally gets up to speed at the press of a button:
From 0 to 100 km/h in just 4.8 seconds. Values Theres also intelligent technology. Thanks to Launch Control, the 326 hp M235i engine literally gets up to From 0 to 100 km/h in just 4.8 seconds. Values
that leave no room for debate. Experience driving speed at the press of a button: From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for debate. that leave no room for debate. Experience driving
pleasure in the new BMW 2 Series Coup. Experience driving pleasure in the new BMW 2 Series Coup. pleasure in the new BMW 2 Series Coup.
text hierarchies may not be

intermingled or exchanged. 7. 8. 9.
9. P
roduct depictions in cut-out style STAY NERVOUS. STAY NERVOUS.
The BMW The BMW 2 Series Coup proves theres more to it than just The BMW
literally gets up to speed at the press of a button:

Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just power. www.bmw.com/ Sheer www.bmw.com/ Sheer From 0 to 100 km/h in just 4.8 seconds. Values www.bmw.com/ Sheer
are not permitted. Drawings of

Theres also intelligent technology. Thanks to Launch Control, the 326 hp M235i engine literally gets up to
speed at the press of a button: From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for debate.
Experience driving pleasure in the new BMW 2 Series Coup.
THE FIRST-EVER BMW 2 SERIES COUP. pleasure in the new BMW 2 Series Coup.
STAY NERVOUS.
design studies are an exception to LESS RULES. MORE PERFORMANCE.

this rule.
Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just power.
Theres also intelligent technology. Thanks to Launch Control, the 326 hp M235i engine literally gets up to
speed at the press of a button: From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for debate.
Experience driving pleasure in the new BMW 2 Series Coup. Please note for the market adaptation: Each
Please note for the market adaptation: Each market is responsible to add their local legal disclaimer specifying all Please note for the market adaptation: Each market is responsible to add their local legal disclaimer specifying all disclaimer specifying all required technical details.
required technical details. Please note that the model shown in this ad has an M sports package. required technical details. Please note that the model shown in this ad has an M sports package. Please note that the model shown in this ad has
typesetting
PLACEMENT OF SEVERAL VISUALS.
It is possible to place several motifs

in the visual area. It is advisable Examples
to ensure that at least one visual
is significantly larger with two to
four visuals added in series so as to BMW 520d: Kraftstoffverbrauch in l/100 km (innerorts/auerorts/kombiniert): 6,0-5,9/5,7-5,4/4,5- BMW 125d: Kraftstoffverbrauch in l/100 km (innerorts/auerorts/kombiniert): 6,0-5,9/5,7-5,4/4,5-4,6. BMW 520d: Kraftstoffverbrauch in l/100 km (innerorts/auerorts/kombiniert): 6,0-5,9/5,7-5,4/4,5-4,6.
BMW 125d: Kraftstoffverbrauch in l/100 km (innerorts/auerorts/kombiniert):
6,0-5,9/5,7-5,4/4,5-4,6. CO2-Emission in g/km (kombiniert): 133-131. Als BMW
obtain an optimum effect in terms of

4,6. CO2-Emission in g/km (kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der BMW CO2-Emission in g/km (kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der BMW BMW CO2-Emission in g/km (kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt
Abbildung zeigt Sonderausstattungen. Sonderausstattungen.
ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen.
www.bmw.de Freude am Fahren www.bmw.de Freude am Fahren www.bmw.de Freude am Fahren
the dynamic between them.
The use of more than five visuals

is not permitted.
The dividing line between the IMPRESSIVELY

EXPRESSIVE.
various visuals is white with a line THE NEW BMW Z4.
SOME THINGS ARE

Um volestrum acepeliassi bla voluptas dem ipsam qui comniant, quid
quatusandunt et quo ma necum quas perferspis aciumet, Um volestrum
acepeliassi bla voluptas dem ipsam comniant, quid quatusandunt et quo ma
thickness of 0.5 mm. This figure

TOP GEAR.
necum quas perferspis aciumet,
We do everything for one thing. Sheer Driving Pleasure.
WORTH WAITING FOR. A FRIENDLY REMINDER.

RIGHT IN THE PALM OF YOUR HAND.
relates to format sizes up to A3. In THE NEW BMW 6 SERIES GRAN COUP.
Um volestrum acepeliassi bla voluptas dem ipsam qui comniant, quid quatusandunt et quo
ma necum quas perferspis aciumet, consed eum qui blaudisti utempor eper met renessunt
peliassi bla voluptas dem ipsam qui comniant, quid quatusandunt et quo ma necum quas perferspis
aciumet, consed eum qui blaudisti utempor eper met renessunt officipient alis blaquiatia nduntin
uscimustem est etur. Git la doloremdisti utempor eper met renessunt officipient alis blaquiati
Um volestrum acepeliassi bla voluptas dem ipsam qui comniant, quid quatusandunt et quo ma necum quas
perferspis aciumet, consed eum qui blaudisti utempor eper met renessunt officipient alis blaqu.
larger formats, the thickness of the

officipient alis blaquiatia nduntin uscimustem est etur. Git la dolorem ibla voluptas dem ipsam We do everything for one thing. Sheer Driving Pleasure. We do everything for one thing. Sheer Driving Pleasure.
qui comniant, quid harum estium.
dividing line has to be scaled accord-

ingly, based on the shorter side of
the format.
The largest visual within the multi-

picture contains the text elements
and the priority label. The Identity
Donts
Modules may also appear in the
smaller visual. BMW 125d: Kraftstoffverbrauch in l/100 km (innerorts/auerorts/
kombiniert): 6,0-5,9/5,7-5,4/4,5-4,6. CO2-Emission in g/km (kombiniert):
133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung
BMW BMW
BMW 520d: Kraftstoffverbrauch in l/100 km (innerorts/auerorts/kombiniert): 6,0-5,9/5,7-5,4/4,5-4,6.
CO2-Emission in g/km (kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. BMW BMW
BMW 125d: Kraftstoffverbrauch in l/100 km (innerorts/auerorts/kombiniert):
6,0-5,9/5,7-5,4/4,5-4,6. CO2-Emission in g/km (kombiniert): 133-131.
zeigt Sonderausstattungen. Abbildung zeigt Sonderausstattungen. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung
zeigt Sonderausstattungen.
www.bmw.de Freude am Fahren www.bmw.de Freude am Fahren
www.bmw.de Freude am Fahren www.bmw.de Freude am Fahren
The product focus layout is recom-

mended when applying several
visuals.
A MUST DRIVE.
IMPRESSIVELY THE ALL-NEW BMW 1 SERIES.
EXPRESSIVE.
THE NEW BMW Z4. Aboria sit fugit inveri cum voluptatio eatur, nemolor mod escipieni dolut volore endae. Ta nissit quiberum reribus pos apercius,
Um volestrum acepeliassi bla voluptas dem ipsam qui comniant, quid
HIGH-TECHNOLOGY TOP GEAR.

quatusandunt et quo ma necum quas perferspis aciumet, Um volestrum
acepeliassi bla voluptas dem ipsam comniant, quid quatusandunt et quo ma
necum quas perferspis aciumet,
FOR LOW-PRESSURE AREAS. peliassi bla voluptas dem ipsam qui comniant, quid quatusandunt et quo ma
necum quas perferspis aciumet, consed eum qui blaudisti utempor eper met
Lorem ipsum dolor sit amet.
Cum sociis natoque penatibus.
BMW X DRIVE. NOW AVAILABLE IN THE BMW 1 SERIES. renessunt officipient alis blaquiatia nduntin uscimustem est etur. Git la dolorem-
disti utempor eper met renessunt officipient alis blaquiati
Aboria sit fugit inveri cum voluppieni Aboria sit fugit inveri cum voluppieni Aboria sit fugit inveri cum voluppieni Um volestrum acepeliassi bla voluptas dem ipsam qui comniant, quid quatusandunt et quo ma necum quas perferspis
dolut volore endae. dolut volore endae. dolut volore endae. aciumet, consed eum qui blaudisti utempor eper met renessunt officipient alis blaqu Um volestrum acepeliassi bla
voluptas dem ipsam qui comniant, quid quatusandunt et quo ma necum quas perferspis aciumet, consed eum qui
Ipsum dolor sitse 00000,00 Ipsum dolor sitse 00000,00 Ipsum dolor sitse 00000,00 blaudisti utempor eper met renessunt officipient alis blaqu. www.bmw.com/xdrive
Visuals inside visuals Product depictions in The smaller visuals may not be of varying sizes. Text elements may not be placed in the smaller
are not permitted. cut-out style are not section of the visual.
permitted.
TYPOGRAPHY.
BMW Type Global Pro is a modern non-serif typeface with a precise,

clear appearance and a high degree of recognisability. It offers
excellent readability and a vibrant typographical style.
The typographical styling underpins the message and invests the

medium with a sense of modernity. The high level of flexibility in
applying BMW Type gives each communication medium its own
distinct character.

Typography
BMW TYPE.
Only the three BMW type weights

BMW Type Global Pro Light, Regu- BMW Type Global Pro Light
lar and Bold are used for product
and dealer advertisements.
The type colour is white. With light- BMW Type Global Pro Regular
coloured visuals, the type colour is
85 % black for all text elements. If
required by the visual material, the
black can be adapted between 85 %
BMW Type Global Pro Bold
and 100 %.
Headlines and subheadlines

always appear in bold and uppercase Dos Dont
letters so as to emphasise the mes-
sage (see also page 28).
HEADLINE.
BMW Type Global Pro Regular in sports package.
mixed case is always used for body

copy. BMW Type Global Pro Light
is used for body copy within the
white space. The following applies to
highlighting in body copy: it is only SUBHEADLINE.
used for single words in bold (see
page 31).
HEADLINE. BEYOND STATUS.

SUBHEADLINE.
Black and white type may not be combined.
BMW Brand Identity | Instruction for BMW Brand Design in promotional print media | Typography Version 1.2 | Last revised: April 2015 | Seite 25
Typography
TYPOGRAPHY IN THE VISUAL.
Only the two type weights BMW Type

Global Pro Regular and Bold in Dos
white or 85 % to 100 % black may be
used for image and product adverti-
BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts / BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts /
BMW xDrive auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2- BMW xDrive auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-
Emission in g / km (kombiniert): 133-131. Als Basis Emission in g / km (kombiniert): 133-131. Als Basis
fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus.
sements. Black and white type may

Abbildung zeigt Sonderausstattungen. Abbildung zeigt Sonderausstattungen.
Sheer Sheer
www.bmw.de/xDrive Driving Pleasure www.bmw.de/xDrive Driving Pleasure
not be combined.
In busy visuals, either the light visu-

al area is homogenised by means of
darkening or the layout is inter-
changed (flush right positioning of
text elements) so that the type on the
visual is easy to read.
Action speaks louder than words.The new BMW 2 Series Action speaks louder than words.The new BMW 2 Series
Coup proves theres more to it than just power. Theres Coup proves theres more to it than just power. Theres
also intelligent technology. Thanks to Launch Control, also intelligent technology. Thanks to Launch Control,
the 326 hp M235i engine literally gets up to speed at the the 326 hp M235i engine literally gets up to speed at the
press of a button. Experience driving pleasure in the new press of a button. Experience driving pleasure in the new
BMW 2 Series Coup. BMW 2 Series Coup.
Flush right arrangement of text elements Flush right arrangement of text elements and grey
Identity Modules in the lighter area of the visual
Dont
BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts / BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts /
auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2- BMW xDrive auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2- BMW xDrive
Emission in g / km (kombiniert): 133-131. Als Basis Emission in g / km (kombiniert): 133-131. Als Basis
fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus.
Abbildung zeigt Sonderausstattungen. Abbildung zeigt Sonderausstattungen.
Sheer Sheer
www.bmw.de/xDrive Driving Pleasure www.bmw.de/xDrive Driving Pleasure

Action speaks louder than words.The new BMW 2 Series Action speaks louder than words.The new BMW 2 Series
Coup proves theres more to it than just power. Theres Coup proves theres more to it than just power. Theres
also intelligent technology. Thanks to Launch Control, also intelligent technology. Thanks to Launch Control,
the 326 hp M235i engine literally gets up to speed at the the 326 hp M235i engine literally gets up to speed at the
press of a button. Experience driving pleasure in the new press of a button. Experience driving pleasure in the new
BMW 2 Series Coup. BMW 2 Series Coup.
Flush left arrangement of text elements in the darkened area of Black and white type may not be combined.
the visual
Typography
TYPEFACE STYLING AND INDESIGN SETTINGS.
The line spacing value of the BMW Type Global Pro is always used in the bold type
headline is equal to the type size. If
the type size of the headline is 40 pt, weight for headlines and subheadlines.
for example, the reference value for
line spacing is 100 %, in other words
40 pt.
The line spacing value for the

subheadline is 110 %. This means
that for a type size of 20 pt the line
spacing is 22 pt.
The character spacing for headlines

and subheadlines (in uppercase
letters) is 45. If the paper is of poor
quality it can be 30 in exceptional
cases. The setting for kerning is to
be adapted optically (in InDesign).
The typeface for body copy is BMW

Type Global Pro Regular. Body
copy appears in mixed case and
0 character spacing. The reference
value for line spacing is 130 % of
the type size, whereby the value is
rounded up to the next whole number.
Typography
HEADLINE AND SUBHEADLINE SIZES.
The headline size is derived from the BMW BMW
size of the Identity Modules. It should

be commensurate with the layout and
must always be twice the size of the Sheer x
www.bmw.de Freude am Fahren www.bmw.com Driving Pleasure
subheadline.
The size of the headline varies in

size between one whole module
height and the height of two green
squares, depending on the number
HEADLIN
of lines.
The size of the subheadline varies

in size between half a module height
(blue square) and the spacing bet-
THIS IS A HEADLINE
ween the lower edge of the module
SUBHEADLINE
to the upper edge of the second line
of the brand claim (green square).
THIS IS A SUBHEADLINE
If the headline runs across the spine
in a double-page advertisement, the
character spacing for the letters
in question is adapted manually. Minimum Maximum
If an advertisement appears on the
right-hand side of a double page, the
spacing between the text block and
the spine is extended. Headlines on double pages Donts
WELCOME.
Only headlines may run across the Action speaks louder than words.The new BMW
to Launch Control, the 326 hp M235i engine literally
The BMW
2 Series Coup
SHAKES OF THE ORD INARY. The BMW
2 Series Coup
The BMW
2 Series Coup
spine.
100 km/h in just 4.8 seconds. Values that leave no www.bmw.com/ Sheer www.bmw.com/ Sheer www.bmw.com/ Sheer

Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just power. Theres also intelligent technology.
Thanks to Launch Control, the 326 hp M235i engine literally gets up to speed at the press of a button: From 0 to 100 km/h in just 4.8 seconds.
SHAKES OF THE ORD INARY.

Values that leave no room for debate. Experience driving pleasure in the new BMW 2 Series Coup.
Action speaks louder than words.The new BMW 2 Series Coup proves theres
more to it than just power. Theres also intelligent technology. Thanks to Launch
LESS RULES. MORE PERFORMANCE. Control, the 326 hp M235i engine literally gets up to speed at the press of a button:
From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for debate.
THE FIRST-EVER BMW 2 SERIES COUP. Experience driving pleasure in the new BMW 2 Series Coup.

disclaimer specifying all required technical details. Please note for the market adaptation: Each market is responsible to add their local
Please note that the model shown in this ad has Please note for the market adaptation: Each market is responsible to add their local legal disclaimer specifying all required technical details. Please legal disclaimer specifying all required technical details. Please note that the model
an M sports package. note that the model shown in this ad has an M sports package. shown in this ad has an M sports package.
Spine Spine
The body copy and legal disclaimer may not run The headline may not be higher than the
Adapted kerning (enlarged character spacing Identity Modules.
between D / I) across the spine.
Typography
HEADLINE AND SUBHEADLINE SIZES.
Single-line headline BMW BMW
The recommended headline size for

single-line headlines is about 60 %
x
of a module height. In special www.bmw.de Freude am Fahren www.bmw.com
Sheer
Driving Pleasure
cases, the headline can be 100 %

of a module height. The minimum
headline size for single-line headlines
is the same as the height of two green Single-line headline Two-line headline Three-line headline
squares; this is only used when there
HEA
is limited space. Maximum Maximum Fixed size
Two-line headline
The recommended headline size
for two-line headlines is 50 % of a
2x
HEAD HEADLINE
IS GETTIN
LINE
module height. In individual cases,
the headline size can be equal to the
height of four green squares. The
SMALLER
minimum headline size for two-line
headlines is equal to the height of
HEAD
two green squares; this is only used Recommendation Recommendation
HEAD
when there is limited space.
1x
1,2 x
LINE
Three-line headline
The headline size for three-line
headlines is fixed and is equal to
the height of two green squares. Minimum Minimum
HEADLINE HEAD
Headlines may never exceed three
lines.
Subheadlines run over no more

than two lines, in exceptional
LINE
cases three lines. Subheadline Subheadline Subheadline
Maximum Maximum Fixed size
SUBHE SUBHEA SUBHEADLINE
Minimum Minimum
SUBHEADLINE SUBHEADLINE
Typography
INTEGRATION OF A HASHTAG.
The hashtag is placed in the last line
STAY NERVOUS.
STAY NERVOUS.
of the subheadline or can replace the The BMW
2 Series Coup
subheadline completely.
www.bmw.com/ Sheer

#BMW2SERIES
As an alternative, the hashtag (or Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just power. Theres
#BMW2SERIES
several hashtags) can be placed in
press of a button: From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for debate. Experience driving Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just power. Theres
pleasure in the new BMW 2 Series Coup. also intelligent technology. Thanks to Launch Control, the 326 hp M235i engine literally gets up to speed at the
bold in the body copy. press of a button: From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for debate. Experience driving
Free-standing hashtag as a subheadline
STAY NERVOUS.
Please note for the market adaptation: Each market is responsible to add their local legal disclaimer specifying all
#BMW2SERIES
required technical details. Please note that the model shown in this ad has an M sports package.
Dont
Hashtag after single-line subheadline
STAY NERVOUS.
The BMW
2 Series Coup
www.bmw.com/
2series
Sheer
Driving Pleasure
ELEGANCE ON FOUR WHEELS.
STAY NERVOUS.
THE FIRST-EVER BMW 2 SERIES COUP. required technical details. Please note that the model shown in this ad has an M sports package.
#BMW2SERIES
Hashtags may not appear after a three-line subheadline. LESS RULES. MORE PERFORMANCE.
#BMW2SERIES
STAY NERVOUS.
The BMW
2 Series Coup also intelligent technology. Thanks to Launch Control, the 326 hp M235i engine literally gets up to speed at the
#BMW2SERIES
www.bmw.com/
2series
Sheer
Driving Pleasure

Hashtag after two-line subheadline

A hashtag in the headline is not permitted.

Typography
BODY COPY SIZES.
The body copy sizes shown here Format A6 A6 long A5 Square A4 US long A3
are recommended for standard
formats. Type sizes can vary
depending on the amount of text, Body copy in the BMW TGP Regular BMW TGP Regular BMW TGP Regular BMW TGP Regular BMW TGP Regular BMW TGP Regular BMW TGP Regular
the content and the purpose of the visual Size: 7 pt Size: 7,5 pt Size: 8 pt Size: 8 pt Size: 8 pt Size: 8 pt Size: 9,5 pt
Line spacing: 9 pt Line spacing: 9,5 pt Line spacing: 10 pt Line spacing: 10 pt Line spacing: 10 pt Line spacing: 10 pt Line spacing: 12,5 pt
medium.
Kerning: metrical Kerning: metrical Kerning: metrical Kerning: metrical Kerning: metrical Kerning: metrical Kerning: metrical
Colour: white Colour: white Colour: white Colour: white Colour: white Colour: white Colour: white
In other formats type sizes are
scaled freely but proportionally. BMW TGP Light BMW TGP Light BMW TGP Light BMW TGP Light BMW TGP Light BMW TGP Light BMW TGP Light
Body copy in the Size: 7 pt Size: 7,5 pt Size: 8 pt Size: 8 pt Size: 8 pt Size: 8 pt Size: 9,5 pt
white space Line spacing: 9 pt Line spacing: 9,5 pt Line spacing: 10 pt Line spacing: 10 pt Line spacing: 10 pt Line spacing: 10 pt Line spacing: 12,5 pt
Colour: 85 %; 100 % Colour: 85 %; 100 % Colour: 85 %; 100 % Colour: 85 %; 100 % Colour: 85 %; 100 % Colour: 85 %; 100 % Colour: 85 %; 100 %
black black black black black black black
Dont
Dolor illaortie del ut veliqui tat augiat. It alisim

nisit alit lorem dolorpe. www.bmw.de
Highlights may not be underscored.
Typography
HEADLINES AND SUBHEADLINES
WITH COMMAS AND ACCENTS.
If commas or accents touch, the line

break is set so that they do not come ENLVEMENT,
FAON DIPLE
into contact. The line spacing always
remains the same.
FLORAL.
Possible special characters in French, German, Spanish and Portuguese
Donts
ENLVEMENT, FAON ENLVEMENT, FAON

DIPLE FLORALT. DIPLE FLORALT.
Commas and accents may not come into contact. The line spacing may not be increased.
OUT-OF-HOME, POINT OF SALE,
MAILINGS AND FLYERS.
BMW brochures, mailings and flyers focus on products and

striking messages which convey a clear stance. The content is
designed in an emotional way but is also easy to read: a dynamic
visual layout and clear information hierarchies create clarity and
provide a reading stimulus.

Out-of-home,
Point of Sale,
OUT-OF-HOME.
mailings and flyers
Like brand and production

Examples
communication, out-of-home
communication is bled to the edge
on four sides.

Out-of-home communication with headline Out-of-home communication with headline and subheadline
LESS RULES. The BMW

2 Series Coup
MORE PERFORMANCE.
www.bmw.com/ Sheer
Extreme out-of-home format with minimum spacing between the two text hierarchies
BMW Brand Identity | Instruction for BMW Brand Design in promotional print media | Out-of-home, Point of Sale, mailings and flyers Version 1.2 | Last revised: April 2015 | Seite 34
Out-of-home,
Point of Sale,
POINT OF SALE.
mailings and flyers

Examples
communication, communication
at the POS is bled to the edge on
four sides.
LESS RULES. LESS RULES.
The BMW
2 Series Coup
MORE PERFORMANCE.
However, this does not mean that
MORE PERFORMANCE.
www.bmw.com/ Sheer
all POS elements are fully covered

with visual motifs. Here, white space THE FIRST-EVER BMW 2 SERIES COUP. THE FIRST-EVER BMW 2 SERIES COUP.
can be used if necessary where it
is required by the specific medium
within a particular spatial context
(e.g. steles).
Outdoor communication at the POS with Identity Modules (e.g. posters) Indoor communication at the POS without Identity Modules (e.g. posters)
Out-of-home,
Point of Sale,
MAILINGS AND FLYERS.
mailings and flyers TITLE PAGES.

Examples
communication, flyers, mailings
and sales literature is bled to the
edge on four sides. BMW
BMW 2er
Active Tourer

THE BMW WELT

THE MOUNTAINS ARE CALLING. AN EXPRESSION ARCHITECTURE.
WELCOME TO A HIGHER LEVEL. OF AUTHORITY. DESIGN MEETS FUNCTION.
THE HIGHLIGHTS OF THE BMW X5.
Flyer A6 long THE FIRST-EVER

BMW EfficientDynamics
Weniger Verbrauch. Mehr Fahrfreude.
BMW 6 SERIES GRAN COUP. Lower edge of the module to the

Flyer long Cover page A5
Um volestrum acepeliassi bla voluptas dem ipsam qui comniant, quid quatusandunt
upper edge of the second line

et quo ma necum quas perferspis aciumet, Um volestrum acepeliassi bla voluptas
dem ipsam comniant, quid quatusandunt et quo ma necum quas perferspis aciumet,
FASTERPIECE.
DESIGNED FOR DRIVING PLEASURE.
of the claim
Der neue BMW 5er

Gran Turismo
www.bmw.de/
5erGranTurismo
Cover page A4
Freude am Fahren
Cover page A3 1/2module height

UNIQUE. SPORTY ELEGANCE.
THE BMW 4 SERIES CONVERTIBLE. BMW MOUNTAINS.
WELCOME TO A HIGHER LEVEL.
Flyer square
CRM flyer
WANN HABEN SIE ZUM LETZTEN MAL
ETWAS ZUM ERSTEN MAL ERLEBT?
The BMW
2 Series Coup
www.bmw.com/ Sheer
DAS NEUE BMW 2er COUP. The minimum distance between

SPACE, ON EARTH.
THE ALL-NEW BMW 5 SERIES.
UNIQUE. SPORTY ELEGANCE. the text hierarchies is 1 x.
THE NEW BMW 4 SERIES CONVERTIBLE.
Weniger Verbrauch. Mehr Fahrfreude.
Cover page US long Cover page sales literature Cover page US long landscape
Out-of-home,
Point of Sale,
INSIDE PAGES.
mailings and flyers HEADLINES.
All headlines appear in uppercase

BMW Type Global Pro Bold. White Examples
or 85 % black are the only type
Dos
colours used for headlines. The
headline may be placed in the visual LOREM IPSUM BAN
or in the white space. BEREIT, DOLOR SITAR AMET,

CONSECTETUER.
FREI ZU SEIN? LSST ALLE REGELN

The headline size can be freely
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean
commodo ligula eget dolor. Aenean massa. Cum sociis natoque
penatibus et magnis dis parturient montes, nascetur ridiculus
mus. Donec quam felis, ultricies nec, pellentesque eu, pretium
HINTER SICH.
LOREM IPSUM.
quis, sem. Nulla consequat massa quis enim. Donec pede justo,
fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus
selected but should interact dynami-

ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede Lorem ipsum dolor sit amet, consectetuer adipiscing elit.
mollis pretium. Integer tincidunt. Cras dapibus. Vivamus Aenean commodo ligula eget dolor. Aenean massa. Cum sociis
natoque penatibus et magnis dis parturient montes, nascetur
ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu,
LOREM IPSUM BAN DOLOR SITAR. pretium quis, sem. Nulla consequat massa quis enim. Donec
cally with all other design elements.

pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim
justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam
dictum felis eu pede mollis pretium. Integer tincidunt. Cras
dapibus. Vivamus elementum semper nisi. Aenean vulputate
Lorem ipsum dolor sit amet, consectetuer Lorem ipsum dolor sit amet, consectetuer Lorem ipsum dolor sit amet, consectetuer eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae,
adipiscing elit. Aenean commodo ligula eget adipiscing elit. Aenean commodo ligula eget adipiscing elit. Aenean commodo ligula eget eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra
dolor. Aenean massa. Cum sociis natoque dolor. Aenean massa. Cum sociis natoque dolor. Aenean massa. Cum sociis natoque quis, feugiat a, tellus. Phasellus viverra nulla ut metus varius
penatibus et magnis dis parturient montes, penatibus et magnis dis parturient montes, penatibus et magnis dis parturient montes, laoreet. Quisque rutrum. Aenean imperdiet. Etiam ultricies nisi
nascetur ridiculus mus. Donec quam felis, nascetur ridiculus mus. Donec quam felis, nascetur ridiculus mus. Donec quam felis, vel augue. Curabitur ullamcorper ultricies nisi. Nam eget dui.
ultricies nec, pellentesque eu, pretium quis, ultricies nec, pellentesque eu, pretium quis, ultricies nec, pellentesque eu, pretium quis, Etiam rhoncus. Maecenas tempus, tellus eget condimentum
sem. Nulla consequat massa quis enim. sem. Nulla consequat massa quis enim. sem. Nulla consequat massa quis enim. rhoncus, sem quam semper libero, sit amet adipiscing sem
Donec pede justo, fringilla vel, aliquet nec, Donec pede justo, fringilla vel, aliquet nec, Donec pede justo, fringilla vel, aliquet nec, neque sed ipsum. Nam quam nunc, blandit vel, luctus pulvinar,
There is no limit to the number of

vulputate eget, arcu. In enim justo, rhoncus vulputate eget, arcu. In enim justo, rhoncus vulputate eget, arcu. In enim justo, rhoncus hendrerit id, lorem. Maecenas nec odio et ante tincidunt
ut, imperdiet a, venenatis vitae, justo. Nullam ut, imperdiet a, venenatis vitae, justo. Nullam ut, imperdiet a, venenatis vitae, justo. Nullam tempus. Donec vitae sapien ut libero venenatis faucibus. Nullam
dictum felis eu pede mollis pretium. Integer dictum felis eu pede mollis pretium. Integer dictum felis eu pede mollis pretium. Integer quis ante. Etiam sit amet orci eget eros faucibus tincidunt.
tincidunt. Cras dapibus. Vivamus elementum tincidunt. Cras dapibus. Vivamus elementum tincidunt. Cras dapibus. Vivamus elementum Duis leo. Sed fringilla mauris sit amet nibh. Donec sodales
semper nisi. Aenean vulputate eleifend tellus. semper nisi. Aenean vulputate eleifend tellus. semper nisi. Aenean vulputate eleifend tellus. sagittis magna. Sed consequat, leo eget bibendum sodales,
Aenean leo ligula, porttitor eu, consequat Aenean leo ligula, porttitor eu, consequat Aenean leo ligula, porttitor eu, consequat
lines in headlines. However, the fol-

augue velit cursus nunc.
vitae, eleifend ac, enim. Aliquam lorem ante, vitae, eleifend ac, enim. Aliquam lorem ante, vitae, eleifend ac, enim. Aliquam lorem ante,
dapibus in, viverra quis, feugiat a, tellus. dapibus in, viverra quis, feugiat a, tellus. dapibus in, viverra quis, feugiat a, tellus.
Phasellus viverra nulla ut metus varius laoreet. Phasellus viverra nulla ut metus varius laoreet. Phasellus viverra nulla ut metus varius laoreet.
Quisque rutrum. Aenean imperdiet. Etiam Quisque rutrum. Aenean imperdiet. Etiam Quisque rutrum. Aenean imperdiet. Etiam
ultricies nisi vel augue. Curabitur ullamcorper ultricies nisi vel augue. Curabitur ullamcorper ultricies nisi vel augue. Curabitur ullamcorper
lowing principle applies: as short as

ultricies nisi. Nam eget dui. Etiam rhoncus. ultricies nisi. Nam eget dui. Etiam rhoncus. ultricies nisi. Nam eget dui. Etiam rhoncus.
Maecenas tempus, tellus eget condimentum Maecenas tempus, tellus eget condimentum Maecenas tempus, tellus eget condimentum
rhoncus, sem quam semper libero, sit amet rhoncus, sem quam semper libero, sit amet rhoncus, sem quam semper libero, sit amet
adipiscing sem neque sed ipsum. Nam adipiscing sem neque sed ipsum. Nam adipiscing sem neque sed ipsum. Nam quam
quam nunc, blandit vel, luctus pulvinar, quam nunc, blandit vel, luctus pulvinar, nunc, blandit vel, luctus pulvinar, hendrerit id,
hendrerit id, lorem. Maecenas nec odio et hendrerit id, lorem. Maecenas nec odio et lorem. Maecenas nec odio et ante tincidunt
possible, as long as necessary.

ante tincidunt tempus. Donec vitae sapien ante tincidunt tempus. Donec vitae sapien tempus. Donec vitae sapien ut libero vene-
ut libero venenatis faucibus. Nullam quis ut libero venenatis faucibus. Nullam quis natis faucibus. Nullam quis ante. Etiam sit
ante. Etiam sit amet orci eget eros faucibus ante. Etiam sit amet orci eget eros faucibus amet orci eget eros faucibus tincidunt. Duis
tincidunt. Duis leo. Sed fringilla mauris sit tincidunt. Duis leo. Sed fringilla mauris sit leo. Sed fringilla mauris sit amet nibh. Donec
amet nibh. Donec sodales sagittis magna. amet nibh. Donec sodales sagittis magna. sodales sagittis magna. Sed consequat, leo
Sed consequat, leo eget bibendum sodales, Sed consequat, leo eget bibendum sodales, eget bibendum sodales, augue velit cursus
augue velit cursus nunc, augue velit cursus nunc, nunc pus. Donec vitae sapien ut libero
venenatis faucibus. Nullam quis ante. Etiam
sit amet orci eget eros faucibus tincidunt.
Duis leo. Sed fringilla mauris sit amet nibh.
Donec sodales sagittis.
The headline can also be used as

a design element. It is possible to
use very large type sizes to create a
dynamic effect, for example, or place
the headline so that it is bled to the
edge.
Donts
KOM FREUDE
FORT
LOREM IPSUM DOLOR
SIT AMET, CONETUER
ADIPISCING ELIT.
AENEAN COMMODO Perostisl utat ulluptat dio enit lortio
dolorer ametuerReet ipit vel utpat autat
velit wisi elenim ipit amconse feugait
eniamet accumXer ipis am, quam quip
LIGULA EGET DOLOR.

alit wisci blam, veriurero odolortisis nos exercillaor iure modit do odit illuptat.
digniam, commy nummy nulput iriustrud Volor seniam, conullaRud ex et aut nos
dolor si blaore faccumMolore dolessit dit at. Put velit nullaore consequat. Perostisl
in ullaor sit velit wisi elenim ipit amconse utat ulluptat dio enit lortio dolorer
AENEAN MASSA.
feugait eniamet accumXer ipis am, ametuerReet ipit vel utpat autat alit wisci Perostisl utat ulluptat Perostisl utat ulluptat
quam quip exercillaor iure modit do odit blam, veriurero odolortisis nos digniam, dio enit lortio dolorer dio enit lortio dolorer Perostisl utat ulluptat dio enit
illuptat. Volor seniam, conullaRud ex et commy nummy nulput iriustrud dolor ametuerReet ipit vel utpat ametuerReet ipit vel utpat lortio dolorer ametuerReet ipit
aut nos at. Put velit nullaore consequat. si blaore faccumMolore dolessit dit in
CUM SOCIIS NATOQUE

autat alit wisci blam, autat alit wisci blam, vel utpat autat alit wisci blam,
Perostisl utat ulluptat dio enit lortio ullaor sit velit wisi elenim ipit amconse veriurero odolortisis nos veriurero odolortisis nos veriurero odolortisis nos digniam,
dolorer ametuerReet ipit vel utpat autat feugait eniamet accumXer ipis am, digniam, commy nummy digniam, commy nummy commy nummy nulput iriustrud
alit wisci blam, veriurero odolortisis nos quam quip exercillaor iure modit do odit nulput iriustrud dolor si nulput iriustrud dolor si dolor si blaore faccumMolore
PENATIBUS ET MAIS
digniam, commy nummy nulput iriustrud illuptat. Volor seniam, conullaRud ex et blaore faccumMolore blaore faccumMolore dolessit dit in ullaor sit velit wisi
dolor si blaore faccumMolore dolessit dit aut nos at. Put velit nullaore consequat. dolessit dit in ullaor sit dolessit dit in ullaor sit elenim ipit amconse feugait
in ullaor sit velit wisi elenim ipit amconse Perostisl utat ulluptat dio enit lortio velit wisi elenim ipit velit wisi elenim ipit eniamet accumXer ipis am,
feugait eniamet accumXer ipis am, dolorer ametuerReet ipit vel utpat autat amconse feugait eniamet amconse feugait eniamet quam quip exercillaor iure modit
DIS PARTURIENT
quam quip exercillaor iure modit do odit alit wisci blam, veriurero odolortisis accumXer ipis am, quam accumXer ipis am, quam do odit illuptat. Volor seniam,
illuptat. Volor seniam, conullaRud ex et nos digniam, commy nummy nulput quip exercillaor iure modit quip exercillaor iure modit conullaRud ex et aut nos at. Put
aut nos at. Put velit nullaore consequat. iriustrud dolor si blaore faccumMolore do odit illuptat. Volor do odit illuptat. Volor velit nullaore consequat. Perostisl
dolessit dit in ullaor sit velit wisi
MONTES, NASCETUR
Perostisl utat ulluptat dio enit lortio seniam, conullaRud ex seniam, conullaRud ex utat ulluptat dio enit lortio dolorer
dolorer ametuerReet ipit vel utpat autat elenim ipit amconse feugait eniamet et aut nos at. Put velit et aut nos at. Put velit ametuerReet ipit vel utpat
alit wisci blam, veriurero odolortisis nos accumXer ipis am, quam quip digniam, nullaore consequat. nullaore consequat. autat alit wisci blam, veriurero
digniam, commy nummy nulput iriustrud commy nummy. Perostisl utat ulluptat Perostisl utat ulluptat odolortisis nos digniam, commy
RIDICULUS MUS.
dolor si blaore faccumMolore dolessit dit dio enit lortio dolorer dio enit lortio dolorer nummy nulput iriustrud dolor si
in ullaor sit velit wisi elenim ipit amconse ametuerReet ipit vel utpat ametuerReet ipit vel utpat blaore faccumMolore dolessit
feugait eniamet accumXer ipis am, quam autat alit wisci blam, autat alit wisci blam, dit in ullaor sit velit wisi elenim
quip exercillaor iure. digniam, commy veriurero odolortisis nos veriurero odolortisis nos ipit amconse feugait eniamet
nummy nulput iriustrud dolor si blaore digniam, commy num. digniam mummy. accumXer ipis am, quam quip
faccumMolore dolessit dit in ullaor sit exercillaor iure modit.
Uppercase letters may not be put to inflationary use, Typographic experiments and coloured typography The typography may not be arranged at a slant.
in order to ensure optimum readability. are not permitted.
Out-of-home,
Point of Sale,
INSIDE PAGES.
mailings and flyers TYPE SIZES.
The body copy sizes shown here Type sizes A6 A6 long A5 Square A4 US long A3
are recommended for standard Inside pages
formats. Type sizes can vary
depending on the amount of text, Headline BMW TGP Bold BMW TGP Bold BMW TGP Bold BMW TGP Bold BMW TGP Bold BMW TGP Bold BMW TGP Bold
the content and the purpose of the Size: 12 pt Size: 13 pt Size: 16 pt Size: 20 pt Size: 20 pt Size: 20 pt Size: 29 pt
Line spacing: 12 pt Line spacing: 13 pt Line spacing: 16 pt Line spacing: 20 pt Line spacing: 20 pt Line spacing: 20 pt Line spacing: 29 pt
medium.
Uppercase Uppercase Uppercase Uppercase Uppercase Uppercase Uppercase
Character spacing: -45 Character spacing: -45 Character spacing: -45 Character spacing: -45 Character spacing -45 Character spacing -45 Character spacing -45
In other formats type sizes are Kerning: optical Kerning: optical Kerning: optical Kerning: optical Kerning: optical Kerning: optical Kerning: optical
scaled freely but proportionally.
Subheadline BMW TGP Bold BMW TGP Bold BMW TGP Bold BMW TGP Bold BMW TGP Bold BMW TGP Bold BMW TGP Bold
Size: 9 pt Size: 9 pt Size: 10 pt Size: 12 pt Size: 12 pt Size: 12 pt Size: 17 pt
Line spacing: 11 pt Line spacing: 11 pt Line spacing: 12 pt Line spacing: 15 pt Line spacing: 15 pt Line spacing: 15 pt Line spacing: 21 pt
Kerning: optical Kerning: optical Kerning: optical Kerning: optical Kerning: optical Kerning: optical Kerning: optical
Body copy BMW TGP Bold BMW TGP Bold BMW TGP Bold BMW TGP Bold BMW TGP Bold BMW TGP Bold BMW TGP Bold
Lead-in Size: 7 pt Size: 7,5 pt Size: 8 pt Size: 9 pt Size: 9 pt Size: 9 pt Size: 11 pt
Line spacing: 9 pt Line spacing: 9,5 pt Line spacing: 10 pt Line spacing: 11 pt Line spacing: 11 pt Line spacing: 11 pt Line spacing: 14 pt
Body copy in the BMW TGP Regular BMW TGP Regular BMW TGP Regular BMW TGP Regular BMW TGP Regular BMW TGP Regular BMW TGP Regular
visual Size: 7 pt Size: 7,5 pt Size: 8 pt Size: 9 pt Size: 9 pt Size: 9 pt Size: 11 pt
Body copy in the BMW TGP Light BMW TGP Light BMW TGP Light BMW TGP Light BMW TGP Light BMW TGP Light BMW TGP Light
white space Size: 7 pt Size: 7,5 pt Size: 8 pt Size: 9 pt Size: 9 pt Size: 9 pt Size:11 pt
Body copy BMW TGP Bold BMW TGP Bold BMW TGP Bold BMW TGP Bold BMW TGP Bold BMW TGP Bold BMW TGP Bold
highlight Size: 7 pt Size: 7,5 pt Size: 8 pt Size: 9 pt Size: 9 pt Size: 9 pt Size: 11 pt
Page number BMW TGP Regular BMW TGP Regular BMW TGP Regular BMW TGP Regular BMW TGP Regular BMW TGP Regular BMW TGP Regular
Size: 7 pt Size: 7,5 pt Size: 8 pt Size: 9 pt Size: 9 pt Size: 9 pt Size: 11 pt
PRICE AND DEALER
COMMUNICATION.
Providing information on prices in the premium segment requires

brand-appropriate and exclusive communication which is posi-
tively distinguished from the competition and does justice to the
brands premium aspiration. The white space is an integral part
of price and dealer communication.
Care must be taken to ensure premium-based communication,

such as the clear and objective statement of prices. Exaggerated
or misleading communication is to be avoided here, as is the
communication of price discounts.

Price and dealer
communication
BASICS OF PRICE AND DEALER COMMUNICATION.
This instruction shows model examp-

les of advertisements and brochures.
BMW BMW
A FUSION OF ELEGANCE The all-new

BMW 6 Series
Gran Coup
BMW
BMW always communicates www.bmw.de Freude am Fahren www.bmw.de Freude am Fahren

AND POWER. www.bmw.com
Sheer
Driving Pleasure www.bmw.de Freude am Fahren

prices clearly and objectively, never The sleek lines of the interior echo the dynamic elegance of the outside. The
quality of the materials, mixed with complementary colours and craftmanship are a
sensuous wrapping for the power that lies beneath. www.bmw.com
extravagantly or misleadingly. Price

reductions are never communicated. INSTINCT FOR DISTINCTION.
The communication of prices only Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis
natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque
appears in the body copy, in tables

eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget,
arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer
or lists. CONVERTS SKY 000,00

INTO HEAVEN. HELL OF A TIRE.
AB EURO/MONAT
EUR, Laufzeit: 36 Mon., Laufleistung p. a.: 10.000 km, Leasingrate einschl. monatl. Versicherungsprmie f. Kfz-Haftpflicht und Vollkasko von 29,99 EUR), gltig bei

In multiple-page media (such as
Y spoke 214. Star spoke 361 M Double spoke 310. Wheel rim cleaner. Mnchen zum Fixpreis von 595 EUR bzw. berfhrungskosten. Nur bei teilnehmenden BMW Partnern.
BMW Sport Line.
BMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert): 133-131.
Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen.
Aboria sit fugit inveri Aboria sit fugit inveri cum Aboria sit fugit inveri cum Aboria sit fugit inveri cum
cum voluppieni dolut vo- volup pieni dolut volore endae. volup pieni dolut volore endae. volup pieni dolut volore endae.
brochures, flyers or mailings) prices

lore endae. Aboria sit fugit inveri cum voluptatio eatur, nemolor mod escipieni dolut volore endae. Ta nissit quiberum reribus pos apercius,
000, 000, 000, 000,
00 00 00 00 Aboria sit fugit inveri cum voluptatio eatur, nemolor mod escipieni dolut volore endae. Ta nissit quiberum reribus pos apercius,
odipsapid evellup tistota tionsequam eturept atiates peliquas delicid quas quatur alicit, cone cuptas sum quae num voluptiunt. odipsapid evellup tistota tionsequam eturept atiates peliquas delicid quas quatur alicit, cone cuptas sum quae num voluptiunt.
Angebot Kaufpreis Anzahlung Laufleistung Laufzeit Monatl. Rate
are only communicated on the inside

Lorem EUR 00,000, EUR 0.000, XXX.XXX km 00 Monate 000,00 EUR
000,00
pages.
The all-new

BMW 6 Series
Gran Coup
Lorem EUR 00,000, EUR 0.000, XXX.XXX km 00 Monate EUR colours and craftmanship are a sensuous wrapping for the power
Sheer
000,00 EURO/MONAT
Y spoke 214. Star spoke 361 M Double spoke 310. Wheel rim cleaner. AB Y spoke 214. Star spoke 361 M Double spoke 310. Wheel rim cleaner.
BMW Sport Line. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean BMW Sport Line.
Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000
www.adresse.xy www.adresse.xy www.adresse.xy commodo ligula eget dolor. Aenean massa. Cum sociis natoque
Aboria sit fugit inveri Aboria sit fugit inveri cum Aboria sit fugit inveri cum Aboria sit fugit inveri cum penatibus et magnis dis parturient montes, nascetur ridiculus Aboria sit fugit inveri cum Aboria sit fugit inveri cum Aboria sit fugit inveri cum Aboria sit fugit inveri cum
Text elements always appear flush

cum voluppieni dolut vo- volup pieni dolut volore endae. volup pieni dolut volore endae. volup pieni dolut volore endae. mus. Donec quam felis, ultricies nec, pellentesque eu, pretium voluppieni dolut vogejsf. volup pieni dolut volore endae. volup pieni dolut volore endae. volup pieni dolut volore endae.
lore endae. BMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission
000,00 000,00 000,00 000,00 000,00 000,00 000,00 000,00
quis, sem. Nulla consequat massa quis enim. Donec pede
in g / km (kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt odi doluptium odi doluptium odi doluptium odi doluptium
justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo,
rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum
left in price and dealer communi-

felis eu pede mollis pretium. Integer tincidunt. Cras dapibus.
Vivamus elementum semper nisi. Aenean vulputate eleifend
tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend
cation.
Musterstrae 000
00000 Musterstadt
Tel. +00 00 000-0000
www.adresse.xy
A FUSION OF ELEGANCE BMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts /
AND POWER.
Das neue BMW
The new
4er Coup
kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert):
BMW 5 Series
In price and dealer communica-

Gran Turismo
THE ALL-NEW BMW 6 SERIES GRAN COUP. Abbildung zeigt Sonderausstattungen.
tion, the Identity Modules are only

www.bmw.com Freude am Fahren
placed in the visual. BECAUSE THE WORD TRANSPORT

INCLUDES THE WORD SPORT.
BMW Transport systems.
BMW EfficientDynamics is
SPACE, ON EARTH.
the priority topic of the BMW brand. THE MOST ADVANCED BMW 5 SERIES EVER.
The BMW EfficientDynamics Touring cycle holder.

Lockable. Stable attachment for trans-
Roadbike cycle holder.
Lockable. For bicycles with quick-
Bicycle holder for models
with tow hitch.
Luggage rack.
Simple to mount and handle, compatible
label is applied to all communication

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. porting a bicycle with frame diameter of release lock on front wheel. A holder Simple mounting on the ball of the tow with all BMW Transport systems, meets
25 to 80 mm. Also suitable for mountain which enables the front wheel of the hitch, no tools required. For two bicycles, the highest demands in terms of security
FASTERPIECE.
Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus. bikes. Available for the most BMW bicycle to be attached to the base optional extension attachment for a and quality. Available for the most BMW
models. support is additionally available. third bicycle. Available for a range of models.
Available for a range of BMW models. BMW models.
Leasingangebot: Das neue BMW 4er Coup
materials of the BMW brand

Offer without Offer without Offer without Offer without
XX,XX XX,XX XX,XX XX,XX
1/2 module height
mounting mounting mounting mounting
Monatliche Leasingrate: 000,00 EURO

which relate to a product or to Fahrzeugpreis:
Leasingsonderzahlung:
000,00 EURO
000,00 EURO
BMW EfficientDynamics (e.g.

Laufzeit: 00 Monate
Ein Angebot der BMW Leasing GmbH. Stand 00/2000. Zzgl. 000,00 EUR fr Zulassung, Transport und berfhrung. Fahrzeug ausgestattet mit Automatic Erleben Sie Sportlichkeit und Eleganz, kombiniert mit einem auergewhnlich grozgigen
Getriebe. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor.
large-scale customers, Corporate Finanzierungsbeispiel: Das neue BMW 4er Coup

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Lower edge of the module to
BMW Base support system for BMW Transport systems.
Available for vehicles with and without roof railing. The Base support system
supports numerous BMW Transport systems (roof box, bicycle holder etc.). It is
very easy to handle and can be mounted without tools. The transverse supports
Roof box 320.
Everything on one roof. Generate
additional storage space with the
roof box 320 (picture). With one-sided
Roof box 350 or 460.
Capacity from 350 l or 460 l. With
two-sided opening system and 6-times
central locking. Available for a range of
Rear transport platform
for BMW models without tow hitch.
Coolbag.
With electric cooler, cools its contents
Sun protection.
Fast and simple to mount on the rear
000,00 EURO
Sales, Premium Selection, etc.).
Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur are made of highly rigid aluminium profile tubing. The BMW Base support system opening system and triple central locking. BMW models. New innovative rear transport system for BMW models without tow hitch. The to approx. 20 C below the temperature window as well as on the rear passenger
the upper edge of the second

00 Finanzierungsraten : ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla with anti-theft lock meets the highest safety requirements. Available for a range of
BMW models.
In Silver and Black, capacity 320 l,
dimensions: L x W x H: 255 x 55 x 37 cm. Offer for 350
multifunctional platform (base support and attachments) enables safe transport of
bicycles. Click-on system ensures particularly safe and swift attachment without
inside the car. Capacity: 14 l. Available
for all BMW models.
and luggage compartment side windows.
Can be stored in bag provided. Available
consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. Available for a range of BMW models. without mounting XX,XX tools. for all BMW models.
Fahrzeugpreis: 000,00 EURO In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis
It is not used in communication

Offer without Offer without Offer for 460 Offer without Offer without
XX,XX XX,XX XX,XX XX,XX XX,XX XX,XX
line of the claim
Anzahlung: 000,00 EURO pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate mounting mounting without mounting mounting Offer mounting
Effektiver Jahreszins: 00 % eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem
Laufzeit: 00 Monate ante, dapibus in, viverra quis, feugiat a, tellus. Phasellus viverra nulla ut metus varius laoreet.
which is not product-related such

SET OFF WITH EVERYTHING SAFELY
Quisque rutrum. Aenean imperdiet. Etiam ultricies nisi vel augue. Curabitur ullamcorper ultricies STOWED AWAY:
Ein Angebot der BMW Leasing GmbH. Stand 00/2000. Zzgl. 000,00 EUR fr Zulassung, Transport und berfhrung. Fahrzeug ausgestattet mit Automatic nisi. Nam eget dui. Etiam rhoncus. Maecenas quam semper libero neque sed ipsum. When it comes to safety, you can fully rely on BMW: this is because all BMW
Getriebe. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor.
Transport systems are subjected to extensive tests. And BMW Roof boxes are
as Aftersales, Service, Parts and

said to be the only ones in the world to have successfully undergone not just
Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH head-on crash tests but also side impact and rear impact tests, too. And theres
more: the wide range of testing procedures also includes special climate change
Musterstrae 000 Musterstrae 000 Musterstrae 000 Musterstrae 000 and shock resistance checks as well as a long-term corrosion test in the salt
00000 Musterstadt 00000 Musterstadt 00000 Musterstadt 00000 Musterstadt spray chamber.
Accessories, etc.
Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 Glasses case. Luggage net, side Coat-hanger e.g. for Seatback storage pocket . Multifunctional rucksack e.g. Luggage set for BMW 3
www.adresse.xy www.adresse.xy www.adresse.xy www.adresse.xy Mount fits in all vehicles. Offers
e.g. for BMW X3 (E83). BMW 3 Series (E90/91).
The practical seatback bag with lots of
for BMW 3 Series (E90/90). Series Convertible (E93).
additional storage space for all spectacle Secures smaller objects to the luggage Can be easily attached to the headrest compartments. Ideal for large and small Spacious and simple to attach to rear Specially designed for the BMW
sizes and fits perfectly within reach of compartment trim. Also available for and is easy to remove. Also available for items, e.g. toys. Colours Black or Lemon. belt. Resilient material with extensive 3 Series Convertible (E93), includes
the driver. BMW X1 (E84). other BMW models. Available for all BMW models. fittings. Also available for BMW X1 two trolley cases and two attach
Kraftstoffverbrauch in l/100 km (kombiniert): 8,14,5. CO2-Emission in Kraftstoffverbrauch in l/100 km (kombiniert): 8,14,5. CO2-Emission in (E84). cases.
g/km (kombiniert): 189119. Als Basis fr die Verbrauchsermittlung gilt der g/km (kombiniert): 189119. Als Basis fr die Verbrauchsermittlung gilt der Offer without
ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. Offer XX,XX mounting XX,XX Offer XX,XX Offer XX,XX Offer XX,XX Offer XX,XX
06 07
Double inside page
BMW Brand Identity | Instruction for BMW Brand Design in promotional print media | Price and dealer communication Version 1.2 | Last revised: April 2015 | Seite 40
Price and dealer
communication
WHITE SPACE.
If a dealership address or price

communication appears, the layout Dont Dos Dont
must contain a white space.
The relative proportions of visual 30 %

40 %
to white space are variable but the 60 %
two elements are never of equal size: 80 % 70 %
the purpose of this is to ensure a 90 %

dynamic layout.
70 %
60 %
The minimum share of white space 40 %
30 %
is 20 % and the minimum share of 20 %
10 %
visual is 40 %.
The headline and subheadline

always appear in the visual area.
BMW EFFICIENTDYNAMICS. BMW EFFICIENTDYNAMICS. BMW EFFICIENTDYNAMICS. BMW EFFICIENTDYNAMICS. BMW EFFICIENTDYNAMICS. BMW EFFICIENTDYNAMICS. BMW
LESS EMISSIONS. MORE DRIVING PLEASURE. BMW LESS EMISSIONS. MORE DRIVING PLEASURE. BMW LESS EMISSIONS. MORE DRIVING PLEASURE. BMW LESS EMISSIONS. MORE DRIVING PLEASURE. BMW LESS EMISSIONS. MORE DRIVING PLEASURE. BMW LESS EMISSIONS. MORE DRIVING PLEASURE.
www.bmw.de Freude am Fahren www.bmw.de Freude am Fahren www.bmw.de Freude am Fahren www.bmw.de Freude am Fahren www.bmw.de Freude am Fahren www.bmw.de Freude am Fahren
LOREM IPSUM DOLOR.

LOREM IPSUM LOREM IPSUM DOLOR SIT AMET.
Landscape or square formats can DOLOR SIT AMET.

LOREM IPSUM DOLOR SIT AMET,
CONSETETUR SADIPSCING ELITR.
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor
invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam
et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus
also be subdivided vertically. LOREM IPSUM

et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor.
Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur
ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla
consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu.
DOLOR SIT AMET.

est Lorem ipsum dolor sit amet.
In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis
pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate
eleifend tellus. Aenean leo ligula, porttitor eu, consequat nibh. Donec sodales sagittis magna.
LOREM IPSUM DOLOR SIT AMET, Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor
invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et
Sed consequat, leo eget bibendum sodales, augue velit cursus nunc.
LOREM IPSUM CONSETETUR SADIPSCING ELITR. justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem
ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy
DOLOR SIT AMET.

eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos
justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem
et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus
est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed
eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero
LOREM IPSUM DOLOR SIT AMET, Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor
diam nonumy eirmod tempor invidunt.
LOREM IPSUM
invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata
CONSETETUR SADIPSCING ELITR. et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing
000,00
elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat,
DOLOR SIT AMET. AB EURO/MONAT

justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem
eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero
sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd
LOREM IPSUM DOLOR SIT AMET, Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH
invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata Musterstrae 000 Musterstrae 000 Musterstrae 000
LOREM IPSUM
CONSETETUR SADIPSCING ELITR. et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing 00000 Musterstadt
Tel. +00 00 000-0000
00000 Musterstadt
Tel. +00 00 000-0000
00000 Musterstadt
Tel. +00 00 000-0000
ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed
000,00
DOLOR SIT AMET. AB EURO/MONAT
Musterstrae 000
00000 Musterstadt
Musterstrae 000
00000 Musterstadt
Musterstrae 000
00000 Musterstadt
Musterstrae 000
00000 Musterstadt
Musterstrae 000
00000 Musterstadt
Musterstrae 000
00000 Musterstadt
Musterstrae 000
00000 Musterstadt
Musterstrae 000
00000 Musterstadt
Musterstrae 000
00000 Musterstadt
000,00
Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000
LOREM IPSUM DOLOR SIT AMET, AB EURO/MONAT
invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam www.adresse.xy www.adresse.xy www.adresse.xy www.adresse.xy www.adresse.xy www.adresse.xy www.adresse.xy www.adresse.xy www.adresse.xy
CONSETETUR SADIPSCING ELITR. Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH
Musterstrae 000 Musterstrae 000 Musterstrae 000 Musterstrae 000 Musterstrae 000 Musterstrae 000 Musterstrae 000 Musterstrae 000 Musterstrae 000 Musterstrae 000 Musterstrae 000 Musterstrae 000
Musterstrae 000 00000 Musterstadt 00000 Musterstadt 00000 Musterstadt 00000 Musterstadt 00000 Musterstadt 00000 Musterstadt 00000 Musterstadt 00000 Musterstadt 00000 Musterstadt
00000 Musterstadt 00000 Musterstadt 00000 Musterstadt 00000 Musterstadt
Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000
Tel. +00 00 000-0000 www.adresse.xy www.adresse.xy www.adresse.xy www.adresse.xy www.adresse.xy www.adresse.xy www.adresse.xy www.adresse.xy www.adresse.xy
www.adresse.xy www.adresse.xy www.adresse.xy www.adresse.xy
Autohaus Mustermann GmbH, Musterstrae 1, XXXXX Musterstadt Kraftstoffverbrauch in l/100 km (kombiniert): 8,14,5. CO2-Emission in g/km (kombiniert): Kraftstoffverbrauch in l/100 km (kombiniert): 8,14,5. CO2-Emission in g/km (kombiniert): Kraftstoffverbrauch in l/100 km (kombiniert): 8,14,5. CO2-Emission in g/km (kombiniert): Kraftstoffverbrauch in l/100 km (kombiniert): 8,14,5. CO2-Emission in g/km (kombiniert):
Kraftstoffverbrauch in l/100 km (kombiniert): 8,14,5. CO2-Emission in g/km (kombiniert): Kraftstoffverbrauch in l/100 km (kombiniert): 8,14,5. CO2-Emission in g/km (kombiniert): 189119. Als Basis fr die Verbrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung 189119. Als Basis fr die Verbrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung 189119. Als Basis fr die Verbrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung 189119. Als Basis fr die Verbrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung
189119. Als Basis fr die Verbrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung 189119. Als Basis fr die Verbrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. zeigt Sonderausstattungen. zeigt Sonderausstattungen. zeigt Sonderausstattungen.
zeigt Sonderausstattungen. zeigt Sonderausstattungen.
More about BMW More about BMW
Sheer Sheer
www.bmw.com Driving Pleasure www.bmw.com Driving Pleasure
60 % 40 % 40 % 60 %
Weniger Emissionen. Mehr Fahrfreude.
Minimum white space 40 % Maximum white space 60 %
Price and dealer
communication
SENDER IDENTIFICATION IN DEALER
ADVERTISEMENTS.
The sender identification of the

dealership is restrained and is
placed only in the white space below
the body copy. Details must appear Das neue BMW
4er Coup
in this order:
1 BMW sample dealership www.bmw.de Freude am Fahren
1 Company name 2 000 Sample street

BMW Type Global Pro Bold
Mixed case
00000 Sample city
85 or 100 % black Tel. +00 00 000-0000
www.address.xy BMW 3 Series
Convertible
ender details
S
FASTERPIECE.
2
BMW Type Global Pro Light www.bmw.com

Sheer
Driving Pleasure
Mixed case
85 or 100 % Schwarz BMW Premium
000,00
Selection
Used Automobiles
The all-new
The sleek lines of the interior echo the dynamic elegance of the AB EURO/MONAT
BMW 6 Series
The same type size is used for the

Gran Coup
Sheer
colours and craftmanship are a sensuous wrapping for the power Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor.
www.bmw.comSheer Driving Pleasure Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur
sender identification as for the AB 000,00 EURO/MONAT

consequat massa quis enim. Donec pede justo, fringilla vel, aliquet
In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam
nec, vulputate eget, arcu.
BMW 3 Series
dictum felis eu pede
Convertible
mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean
body copy. JOY IS RESPONSIVE

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean vulputate eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim.
commodo ligula eget dolor. Aenean massa. Cum sociis natoque Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Phasellus viverra nulla ut metus
Sheer
AND RESPONSIBLE.
Autohaus Mustermann GmbH www.bmw.com
Autohaus Mustermann GmbH Driving Pleasure
mus. Donec quam felis, ultricies nec, pellentesque eu, pretium Musterstrae 000 Musterstrae 000
quis, sem. Nulla consequat massa quis enim. Donec pede 00000 Musterstadt 00000 Musterstadt
justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, Tel. +00 00 000-0000 Tel. +00 00 000-0000
The spacing from the format edge

www.adresse.xy www.adresse.xy
rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum
Lorem ipsum dolor sit amet,
felis eu consectetuer
pede mollis pretium. adipiscing
Integer tincidunt.elit,
Cras sed
dapibus. Kraftstoffverbrauch in l/100 km (kombiniert): 8,14,5. CO2-Emission in
diam nonummy nibh euismod tinciduntsemper
Vivamus elementum ut laoreet dolore
nisi. Aenean vulputate magna
eleifend
is derived from the Identity Modules

tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen.
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nos BMW 3 Series
Convertible
JOY IS READY.
trud exerci tation ullamcorper suscipit lobortis
GmbH nisl ut aliquip.
and is one blue square.
Autohaus Mustermann
Musterstrae 000 Sheer
JOY IS THE BMW 3 SERIES CONVERTIBLE.

00000 Musterstadt
Tel. +00 00 000-0000
JOY IS RESPONSIVE
EUROPlus guaranty, certificated car history, test drive, www.adresse.xy
attractive financing and leasing offers, delivery certificate,
A FUSION OF ELEGANCE BMW EfficientDynamicsBMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kom-
AND RESPONSIBLE.
trade-in, exchange and mobility benefit.
AND POWER. Less emissions. More driving pleasure.biniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert):
BMW PREMIUM SELECTION. THE ALL-NEW BMW 6 SERIES GRAN COUP. Abbildung zeigt Sonderausstattungen.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed
USED AUTOMOBILES. diam nonummy nibh euismod tincidunt ut laoreet dolore magna
BMW XXX BMW XXX BMW XXX
XX/XX, xx.xxx km, JOY IS RESPONSIVE
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nos
XX/XX, xx.xxx km, XX/XX, xx.xxx km, trud exerci tation ullamcorper suscipit lobortis nisl ut aliquip.
colour, upholstery, AND RESPONSIBLE.
Less emissions. More driving pleasure. colour, upholstery, colour, upholstery,
optional equipment, ... optional equipment, .. optional equipment, .. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed JOY IS THE BMW 3 SERIES CONVERTIBLE.
XX.XXX,XX EUR XX.XXX,XX EUR XX.XXX,XX EUR diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nos
Donts
trud exerci tation ullamcorper suscipit lobortis nisl ut aliquip. Less emissions. More driving pleasure.
BMW XXX BMW XXX BMW XXX JOY IS THE BMW 3 SERIES CONVERTIBLE.
BMW XXX BMW XXX BMW XXX XX/XX, xx.xxx km, XX/XX, xx.xxx km, XX/XX, xx.xxx km,
BMW EfficientDynamics BMW XXX BMW XXX BMW XXX
XX/XX, xx.xxx km, XX/XX, xx.xxx km, XX/XX, xx.xxx km, colour, upholstery, colour, upholstery, colour, upholstery, Less emissions. More driving pleasure.
colour, upholstery, colour, upholstey, colour, upholstery, XX/XX, xx.xxx km, XX/XX, xx.xxx km, XX/XX, xx.xxx km,
optional equipment, .. optional equipment, .. optional equipment, .. colour, upholstery, colour, upholstery, colour, upholstery,
optional equipment, ... optional equipment, ... optional equipment, ...
XX.XXX,XX EUR XX.XXX,XX EUR XX.XXX,XX EUR
XX.XXX,XX EUR XX.XXX,XX EUR XX.XXX,XX EUR BMW XXX BMW XXX BMW XXX optional equipment, ... optional equipment, .. optional equipment, ..
XX/XX, xx.xxx km, XX/XX, xx.xxx km, XX/XX, xx.xxx km,
XX.XXX,XX EUR XX.XXX,XX EUR XX.XXX,XX EUR
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet colour, upholstery, colour, upholstery, colour, upholstery,
dolore magn aliquam erat volutpat ipsum dolor sit ameonummy nibh euism. dolore magn aliquam erat volutpat ipsum dolor sit ameonummy nibh euism. optional equipment, ... optional equipment, .. optional equipment, ..
BMW
XX/XX, xx.xxxMustermann
XX.XXX,XX EUR XX.XXX,XX EUR XX.XXX,XX EUR BMW XXX BMW XXX BMW XXX
km, XX/XX, xx.xxx km, XX/XX, xx.xxx km,
BMW MUSTERMANN
Smith car dealership ltd. Dealer name BMW XXX BMW XXX BMW XXX
Anystreet 123
1234 Main Street
XX/XX, xx.xxx km, XX/XX, xx.xxx km, XX/XX, xx.xxx km, Musterstrae
colour, upholstery, 123 colour, upholstery, colour, upholstery,
optional equipment, .. optional equipment, .. optional equipment, ..
34534 Anycity
Cityname 12345
colour, upholstery,
MUSTERSTRASSE
colour, upholstery,
123
colour, upholstery,
12345
XX.XXX,XX Musterstadt
EUR XX.XXX,XX EUR XX.XXX,XX EUR
SMITH
optional equipment, .. optional equipment, .. optional equipment, ..
Tel.: 0987 7654 321
www.smith.com 12345
XX.XXX,XX MUSTERSTADT
EUR XX.XXX,XX EUR XX.XXX,XX EUR Telefon 012/345678900
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet
A STRONG TEAM TELEFON 012/345678900
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet
dolore magn aliquam erat volutpat ipsum dolor sit ameonummy nibh euism.
dolore magn aliquam erat volutpat ipsum dolor sit ameonummy nibh euism.
The address of the dealership The address may not appear in colour.
Dealer name Dealer name
Dealer logos may not be used on BMW The address may not be larger
1234 Main Street
Cityname 12345
1234 Main Street
Cityname 12345
communication materials. may not appear against a than the body copy.
colour background.
Price and dealer
communication
PRICE COMMUNICATION IN BODY COPY.
The positioning in the white space

makes the price communication Dos Donts
stand out at first sight. The new
BMW Z4 Roadster
The price may only take up the The new

BMW Z4 Roadster
height of the headline as a maxi- www.bmw.de Freude am Fahren
mum within the price communica-

tion. All text supplements, such as
from and euro, may not exceed
the height of a green square.
THE URGE TO MOVE.

The new
BMW 5 Series
Gran Turismo
,00
000 AT*.
ABRO/MON
Freude am Fahren
THE NEW BMW Z4 ROADSTER.
www.bmw.de
EU
Aboria sit fugit inveri cum voluptatio eatur, nemolor mod escipieni dolut volore endae. Ta nissit quiberum reribus pos apercius,
odipsapid evellup tistota tionsequam eturept atiates peliquas delicid quas quatur alicit, cone cuptas sum quae num voluptiunt. THE URGE TO MOVE.
Lower edge of the module to the upper AB 000,00 EURO/MONAT
THE NEW BMW Z4 ROADSTER.
edge of the second line of the claim

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis
natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu,
The price may never appear in the

pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim Aboria sit fugit inveri cum voluptatio eatur, nemolor mod escipieni dolut volore endae. Ta nissit quiberum reribus pos apercius,
justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. odipsapid evellup tistota tionsequam eturept atiates peliquas delicid quas quatur alicit, cone cuptas sum quae num voluptiunt.
000,00
headline or subheadline.
AB EURO/MONAT
Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis
BMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu,
in g / km (kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim
The new
BMW X5 Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH
1/2 module height SPACE, ON EARTH.

Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000
www.bmw.de Freude am Fahren www.adresse.xy www.adresse.xy www.adresse.xy
BMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission
in g / km (kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt
THE ALL-NEW BMW 5 SERIES GRAN TURISMO.
The price may not appear in colour,

The new
BMW 5 Series
Gran Turismo
nor may it be larger than half a

SIT BACK. STAND ABOVE.

THE ALL-NEW BMW X5.

In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis
module height.
pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate
eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem
ante, dapibus in, viverra quis, feugiat a, tellus. Phasellus viverra nulla ut metus varius laoreet.
Erleben Sie Sportlichkeit und Eleganz, kombiniert mit einem auergewhnlich grozgigen Quisque rutrum. Aenean imperdiet. Etiam ultricies nisi vel augue. Curabitur ullamcorper ultricies
Innenraum: Der neue BMW 3er Gran Turismo berzeugt mit sieben Zentimetern mehr Beinfreiheit nisi. Nam eget dui. Etiam rhoncus. Maecenas temp.
000,00
AB EURO/MONAT 00000 Musterstadt 00000 Musterstadt
Tel. +00 00 000-0000 Tel. +00 00 000-0000
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. www.adresse.xy www.adresse.xy
consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. Kraftstoffverbrauch in l/100 km (kombiniert): 8,14,5. CO2-Emission in
In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis g/km (kombiniert): 189119. Als Basis fr die Verbrauchsermittlung gilt der
pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen.
eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam
SPACE, ON EARTH.
lorem ante, dapibus in, viverra quis, feugiat a, tellus. Phasellus viverra nulla ut metus varius
laoreet. Quisque rutrum. Aenean imperdiet. Etiam ultricies nisi vel augue. Curabitur ullamcorper
A graphic design element may not be

Musterstrae 000
00000 Musterstadt
Musterstrae 000
00000 Musterstadt
Musterstrae 000
00000 Musterstadt
THE ALL-NEW BMW 5 SERIES GRAN TURISMO.
Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000
www.adresse.xy

Musterstrae 000
www.adresse.xy

Musterstrae 000
www.adresse.xy

Musterstrae 000 Erleben Sie Sportlichkeit und Eleganz, kombiniert mit einem auergewhnlich grozgigen
used to indicate the price.
00000 Musterstadt 00000 Musterstadt 00000 Musterstadt Innenraum: Der neue BMW 3er Gran Turismo berzeugt mit sieben Zentimetern mehr Beinfreiheit
Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 im Fond, 520 Liter Kofferraumvolumen und vielen optionalen. Weitere Infors unter www.bmw.de
000,00

AB EURO/MONAT
00000 Musterstadt 00000 Musterstadt Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor.
Tel. +00 00 000-0000 Tel. +00 00 000-0000
Kraftstoffverbrauch in l/100 km (kombiniert): 8,14,5. CO2-Emission in In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis
g/km (kombiniert): 189119. Als Basis fr die Verbrauchsermittlung gilt der pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate
ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam
lorem ante, dapibus in, viverra quis, feugiat a, tellus. Phasellus viverra nulla ut metus varius

00000 Musterstadt 00000 Musterstadt
Tel. +00 00 000-0000 Tel. +00 00 000-0000
Kraftstoffverbrauch in l/100 km (kombiniert): 8,14,5. CO2-Emission in

ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. The price may not be combined with a communi-
cative message.
Price and dealer
communication
PRICE COMMUNICATION IN LIST AND TABLE FORM.
When communicating several prices,

the prices may be no larger than Examples
three times the size of the body
copy. Dos Donts
In lists and tables, price highlighting

The all-new

BMW 6 Series
Gran Coup
The all-new
BMW 6 Series
Gran Coup BMW
Sheer
can be additionally reinforced by the

colours and craftmanship are a sensuous wrapping for the power Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean
Sheer
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. mus. Donec quam felis, ultricies nec, pellentesque eu, pretium
use of BMW Type Global Pro Bold.

Aenean commodo ligula eget dolor. Aenean massa. Cum sociis quis, sem. Nulla consequat massa quis enim. Donec pede justo,
fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo,
natoque penatibus et magnis dis parturient montes, nascetur
Angebot Laufzeit Monatl. Rate
ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu,
pretium quis, sem. Nulla consequat massa quis enim. Donec
pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In Lorem Ipsum 00 Monate 000,00 EUR
Angebot Laufzeit Monatl. Rate Lorem Ipsum 00 Monate 000,00 EUR
Fine lines or grey spaces can be used Lorem Ipsum 00 Monate 000,00 EUR
Musterstrae 000
to improve clarity. The lines are

00000 Musterstadt
000,00 EUR
Tel. +00 00 000-0000
Lorem Ipsum 00 Monate
www.adresse.xy
between 50 % and 100 % black, AND POWER.

BMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert):
6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert): 133-131.
Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung
Autohaus Mustermann GmbH THE ALL-NEW BMW 6 SERIES GRAN COUP. zeigt Sonderausstattungen.
the spaces are 20 % black.

Musterstrae 000
00000 Musterstadt
Tel. +00 00 000-0000
www.adresse.xy
The price may not appear in colour.
AND POWER.
CONVERTS SKY
BMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kom-
biniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert):
In formats of A4 and smaller, the line THE ALL-NEW BMW 6 SERIES GRAN COUP.
thickness is 0.5 pt. Line thickness is INTO HEAVEN.

enlarged proportionally in relation to THE FIRST-EVER BMW 4 SERIES CONVERTIBLE.
the format based on this value (e.g. Aboria sit fugit inveri cum voluptatio eatur, nemolor mod escipieni dolut volore endae. Ta nissit quiberum reribus pos apercius,
A3: 0. pt; A2: 1 pt). Angebot Kaufpreis Anzahlung Laufleistung Laufzeit Monatl. Rate
The new The new
BMW 5 Series BMW BMW 5 Series
Gran Turismo Gran Turismo

www.bmw.com Freude am Fahren www.bmw.de Freude am Fahren Lorem EUR XX.XXX, EUR X.XXX, XXX.XXX km XX Monate 000,00 EUR
000,00
Lorem EUR XX.XXX, EUR X.XXX, XXX.XXX km XX Monate EUR

Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000
SPACE, ON EARTH. SPACE, ON EARTH.

THE MOST ADVANCED BMW 5 SERIES EVER. THE MOST ADVANCED BMW 5 SERIES EVER.
Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus.
Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus.
Tables may not have a colour background.
Leasingangebot: Das neue BMW 4er Coup Leasingangebot: Das neue BMW 4er Coup
Monatliche Leasingrate: 000,00 EURO Monatliche Leasingrate: 000,00 EURO

2 Series Coup proves theres more to it than just The BMW
2 Series Coup
Fahrzeugpreis: 000,00 EURO Fahrzeugpreis: 000,00 EURO power. Theres also intelligent technology. Thanks
CONVERTS SKY
Leasingsonderzahlung: 000,00 EURO Leasingsonderzahlung: 000,00 EURO literally gets up to speed at the press of a button:
Laufzeit: 00 Monate Laufzeit: 00 Monate From 0 to 100 km/h in just 4.8 seconds. Values www.bmw.com/
2series
Sheer
Driving Pleasure
Ein Angebot der BMW Leasing GmbH. Stand 00/2000. Zzgl. 000,00 EUR fr Zulassung, Transport und berfhrung. Fahrzeug ausgestattet mit Automatic Ein Angebot der BMW Leasing GmbH. Stand 00/2000. Zzgl. 000,00 EUR fr Zulassung, Transport und berfhrung. Fahrzeug ausgestattet mit Automatic
INTO HEAVEN.
Getriebe. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Getriebe. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor.
STAY NERVOUS.
Finanzierungsbeispiel: Das neue BMW 4er Coup Finanzierungsbeispiel: Das neue BMW 4er Coup
00 Finanzierungsraten : 000,00 EURO

00 Finanzierungsraten : 000,00 EURO
Fahrzeugpreis: 000,00 EURO Fahrzeugpreis: 000,00 EURO THE FIRST-EVER BMW 2 SERIES COUP.
Anzahlung: 000,00 EURO Anzahlung: 000,00 EURO

499,00
Effektiver Jahreszins: 00 % Effektiver Jahreszins: 00 %
Laufzeit: 00 Monate Laufzeit 00 Monate
AB EURO/MONAT
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Ein Angebot der BMW Leasing GmbH. Stand 00/2000. Zzgl. 000,00 EUR fr Zulassung, Transport und berfhrung. Fahrzeug ausgestattet mit Automatic Ein Angebot der BMW Leasing GmbH. Stand 00/2000. Zzgl. 000,00 EUR fr Zulassung, Transport und berfhrung. Fahrzeug ausgestattet mit Automatic
Getriebe. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. odipsapid evellup tistota tionsequam eturept atiates peliquas delicid quas quatur alicit, cone cuptas sum quae num voluptiunt. Getriebe. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. elitr, sed diam nonumy eirmod tempor invidunt ut
labore et dolore magna aliquyam erat, sed diam
Autohaus Mustermann GmbH Autohaus Mustermann GmbH Angebot Kaufpreis Anzahlung Laufleistung Laufzeit Monatl. Rate Autohaus Mustermann GmbH Autohaus Mustermann GmbH
voluptua. At vero eos et accusam et justo duo
dolores et ea rebum. Stet clita kasd gubergren,
Musterstrae 000 Musterstrae 000 Musterstrae 000 Musterstrae 000 no sea takimata sanctus est Lorem ipsum dolor
000,00
sit amet. Lorem ipsum dolor sit amet, consetetur
00000 Musterstadt 00000 Musterstadt 00000 Musterstadt 00000 Musterstadt sadipscing elitr, sed diam nonumy eirmod tempor
Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000 invidunt ut labore et dolore magna aliquyam erat,
www.adresse.xy www.adresse.xy Lorem EUR 00,000, EUR 0.000, XXX.XXX km 00 Monate EUR www.adresse.xy www.adresse.xy
sed diam voluptua. At vero eos et accusam et
000,00
justo duo dolores et ea rebum. Stet clita kasd
gubergren, no sea takimata sanctus est Lorem
ipsum dolor sit amet.
Kraftstoffverbrauch in l/100 km (kombiniert): 8,14,5. CO2-Emission in Lorem EUR 00,000, EUR 0.000, XXX.XXX km 00 Monate EUR Kraftstoffverbrauch in l/100 km (kombiniert): 8,14,5. CO2-Emission in
g/km (kombiniert): 189119. Als Basis fr die Verbrauchsermittlung gilt der g/km (kombiniert): 189119. Als Basis fr die Verbrauchsermittlung gilt der
ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen.
Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000
BMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission
in g / km (kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Prices in tables may not be more
than three times as large as the
body copy. Coloured lines are

not permitted. The price may not appear in the visual area.
Price and dealer
communication
PRICE COMMUNICATION IN THE IMAGE AREA.
If no financial disclaimer is nee-

ded, the price communication can Dos Donts
also be positioned in the body copy
or subheadline in the image area in STARTING FROM
outside. The quality of the materials, mixed with complemen-
exceptional cases. However, this

tary colours and craftmanship are a sensuous wrapping for the
00000,00 EURO.
The BMW
6 Series Gran Coup
power that lies beneath. www.bmw.com
AND POWER.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit.
exception rule only applies to the www.bmw.com/

6series
Sheer
Driving Pleasure THE ALL-NEW BMW 6 SERIES CONVERTIBLE.
Aenean commodo ligula eget dolor. Aenean massa. Cum
sociis natoque penatibus et magnis dis parturient montes,
nascetur ridiculus mus. Donec quam felis, ultricies nec,
list price. STARTING FROM 00000,00 EURO.

pellentesque eu, pretium quis, sem. Nulla consequat
massa quis enim. Donec pede justo, fringilla vel, aliquet nec,
vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a,
venenatis vitae, justo. Nullam dictum felis eu pede mollis
The sleek lines of the interior echo the dynamic elegance of the outside. The quality of the
pretium. Integer tincidunt. Cras dapibus. Vivamus elementum
materials, mixed with complementary colours and craftmanship are a sensuous wrapping
semper nisi. Aenean vulputate eleifend tellus. Aenean leo
for the power that lies beneath. www.bmw.com
If the price communication is

ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam
lorem ante, dapibus in, viverra quis, feugiat a, tellus. Phasellus
viverra nulla ut metus varius laoreet. Quisque rutrum. Aenean
positioned in the body copy, it is set Autohaus Mustermann GmbH

Musterstrae 123,
80000 Musterstadt
in bold.
Tel. 000 / 12 34 56 7
www.mustermann.de
The new BMW 6

Series Convertible
Sheer 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus.
If the financial disclaimer is nee-

ded, the price communication is The price can never appear in the headline.
always positioned in the white
space. DYNAMIC SURFACE,
HIDDEN DEPTHS.
STARTING FROM 00000,00 EURO. STARTING FROM 000,00 EURO/MONTH

In order to avoid pushy, brash adverti- Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean
sing, the price should not constitute mus. Donec quam felis, ultricies nec, pellentesque eu, pretium
quis, sem. Nulla consequat massa quis enim. Donec pede
justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo,
the main message of the text.

rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis
eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus
elementum semper nisi. Aenean vulputate eleifend tellus. Aene-
BMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9
an leo lonulla ut metimperdiet. Etiam ultricies nisi vel augue.
/5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert): 133-131. Als Basis fr die
Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. Autohaus Mustermann GmbH
Musterstrae 000
00000 Musterstadt
Tel. +00 00 000-0000
www.adresse.xy
Price communication in the subheadline without financial disclaimer. The new BMW 6
Series Convertible
Sheer
The price can never be positioned in the image area and the white space at the same time.
A FUSION OF ELEGANCE The BMW

6 Series
Gran Coup
A FUSION OF ELEGANCE The BMW
6 Series
Gran Coup
AND POWER. www.bmw.com/

6series
Sheer
Driving Pleasure
AND POWER. www.bmw.com/

6series
Sheer
Driving Pleasure
STARTING FROM 00000,00 EURO.

The sleek lines of the interior echo the dynamic elegance of the outside. The quality of the
STARTING FROM 00000,00 EURO.
FINANCING EXAMPLE 000,00 EURO/MONTH.
materials, mixed with complementary colours and craftmanship are a sensuous wrapping The sleek lines of the interior echo the dynamic elegance of the outside. The quality of the
for the power that lies beneath. www.bmw.com materials, mixed with complementary colours and craftmanship are a sensuous wrapping
for the power that lies beneath. www.bmw.com
BMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 BMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9
/5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert): 133-131. Als Basis fr die /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert): 133-131. Als Basis fr die
Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen.
The price communication in the subheadline It is not permitted to place more than one price
cannot be accentuated. in the subheadline.
Price communication in the body copy without a financial disclaimer.
Price and dealer
communication
LAYOUT OPTIONS FOR TACTICAL CAMPAIGNS.
In tactical advertisements, the

body copy can appear in the visual Donts
as for image and product adver-
BMW
The all-new
tisements. Alternatively, it can also

BMW 6 Series
Gran Coup
AND POWER.
appear in the white space for the

Sheer

purpose of improved readability. The sleek lines of the interior echo the dynamic elegance of the outside. The
sensuous wrapping for the power that lies beneath. www.bmw.com
The priority label must always

appear in the visual section.
If body copy is positioned in the CONVERTS SKY INTO HEAVEN.

CONVERTS SKY INTO HEAVEN. THE FIRST-EVER BMW 4 SERIES CONVERTIBLE.
image space in tactical campaigns, its THE FIRST-EVER BMW 4 SERIES CONVERTIBLE.
Aboria sit fugit inveri cum voluptatio eatur, nemolor mod escipieni dolut volore endae. Ta nissit quiberum
Aboria sit fugit inveri cum voluptatio eatur, nemolor mod escipieni dolut volore endae. Ta nissit quiberum
reribus pos apercius, odipsapid evellup tistota tionsequam eturept atiates peliquas delicid quas quatur alicit,
cone cuptas sum quae num voluptiunt.
width is between 5 and 12 x. The

reribus pos apercius, odipsapid evellup tistota tionsequam eturept atiates peliquas delicid quas quatur alicit,
cone cuptas sum quae num voluptiunt.
000,00
width of the CO2 legal disclaimer in
AB EURO/MONAT
000,00
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula
eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient
montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu,
the white space is selected independ-

AB EURO/MONAT pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel,
000,00
aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae,
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus.
ently of this.
pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, Autohaus Mustermann GmbH Autohaus Mustermann GmbH
AB EURO/MONAT vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis 00000 Musterstadt 00000 Musterstadt
pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate eleifend tellus. Aenean Tel. +00 00 000-0000 Tel. +00 00 000-0000 BMW
Ein Angebot der BMW Bank GmbH, Heidemannstrae 164, 80939 Mnchen fr die BMW 316i Limousine (UVP: 28.800 EUR, Leasingsonderzahlung: 1.990 leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, www.adresse.xy www.adresse.xy
Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH BMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert):
Abschluss eines BMW Plus Leasing V-Vertrages mit der BMW Bank GmbH bis 30.06.2013, Zulassung bis zum 31.10.2013. Stand 04/2013. Vertragspartner und 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert): 133-131.
Risikotrger fr Versicherungsleistungen: ERGO Versicherung AG. Selbstbeteiligung: VK 1.000 EUR/TK 150 EUR. Zzgl. Fahrzeugabholung in der BMW Welt in 00000 Musterstadt 00000 Musterstadt 00000 Musterstadt
Mnchen zum Fixpreis von 595 EUR bzw. berfhrungskosten. Nur bei teilnehmenden BMW Partnern. Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000
The Identity Modules may not be

Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. BMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission
placed in the white space in dealer

Body copy in the visual Body copy in the visual and price communication.
BMW
BMW
The all-new
BMW 6 Series www.bmw.de Freude am Fahren
Gran Coup
AND POWER.
Sheer
CONVERTS SKY
INTO HEAVEN.
CONVERTS SKY
INTO HEAVEN. Aboria sit fugit inveri cum voluptatio eatur, nemolor mod escipieni dolut volore endae. Ta nissit quiberum reribus pos apercius,
000,00
THE FIRST-EVER BMW 4 SERIES CONVERTIBLE. AB EURO/MONAT
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean
massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec
quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede
The sleek lines of the interior echo the dynamic elegance of the outside. The quality of the materials, mixed with complementary colours and craftmanship are justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae,
a sensuous wrapping for the power that lies beneath. www.bmw.com Aboria sit fugit inveri cum voluptatio eatur, nemolor mod escipieni dolut volore endae. Ta nissit quiberum reribus pos apercius, Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH
odipsapid evellup tistota tionsequam eturept atiates peliquas delicid quas quatur alicit, cone cuptas sum quae num voluptiunt. Musterstrae 123, Musterstrae 123, Musterstrae 123,
000,00
000,00
Tel. 000 / 12 34 56 7 Tel. 000 / 12 34 56 7 Tel. 000 / 12 34 56 7
www.mustermann.de www.mustermann.de www.mustermann.de
AB EURO/MONAT
BMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-
Emission in g / km (kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung
AB EURO/MONAT Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean
massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec
Ein Angebot der BMW Bank GmbH, Heidemannstrae 164, 80939 Mnchen fr die BMW 316i Limousine (UVP: 28.800 EUR, Leasingsonderzahlung: 1.990 quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec
Flush right arrangement of

Risikotrger fr Versicherungsleistungen: ERGO Versicherung AG. Selbstbeteiligung: VK 1.000 EUR/TK 150 EUR. Zzgl. Fahrzeugabholung in der BMW Welt in 00000 Musterstadt 00000 Musterstadt 00000 Musterstadt
Mnchen zum Fixpreis von 595 EUR bzw. berfhrungskosten. Nur bei teilnehmenden BMW Partnern. Tel. +00 00 000-0000 Tel. +00 00 000-0000 Tel. +00 00 000-0000
typography is not permitted.

Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. BMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission
Body copy in the white space Body copy in the white space
OFFER LABELLING FOR
PRIORITY TOPICS.
Priority topics expand the BMW range, boosting the product com-
municated in the advertisement both emotionally and in terms of
information. By the same token, the priority topics are strengthened
by the relevance and values of the BMW brand and its products
both sides clearly benefit from added value.
The various offer labels are fixed wordings which follow clearly
defined design rules. They are only used if the contribution of the
priority topics is clearly evident.

Offer labelling for
priority topics
BMW EFFICIENT DYNAMICS COMMUNICATION LABEL.
The communication label is applied Communication label (left-aligned) Derivation of elements to regulate spacing in layouts
as standard to all communicative
measures of the BMW brand with a BMW
product reference or a reference to
BMW EfficientDynamics, providing a
product label (BMW eDrive products)
is not required. Communication label (right-aligned) x
You can refrain from utilising the

communication label if the topic to
be communicated is to be read in
counterpointed content terms to the
topics of efficiency and dynamics
(e.g. roof racks). It is not utilised in
communication that is unrelated to
vehicles, such as Aftersales, Service, Language variants
Distances and dimensions The language of the communication
Parts and Accessories, etc.
label should preferentially corres-
In the case of the product commu- pond to the language of the Identity
nication of BMW eDrive products, 100 % transparent Modules.
the product label must be utilised
(please see page 50). 100 % white The claims can be translated into
the respective national language.
The size of the arrows, the distances The EfficientDynamics claim is
as well as the length of the arrows
x available in numerous languages and
comprise fixed dimensions, that are for various markets. The label cannot
derived from the blue squares (half be modified, rendered unfamiliar, or
the height of the ID modules). added to. If it is impossible to imple-
The length settings have a linear ment the stated language version due
coverage from 100% to 0 %. 3/4 x to the length of the market-specific
claim line, the markets must ensure
an alternative translation that is as
precise as possible. The English lan-
1/4 x
1/4 x
23/40 x
guage version must be applied in
case of doubt.
x
The English-language version is
Please note for the market adaptation: Each market is responsible for adding utilised when producing multilingual
their local legal disclaimer specifying all required technical details. media or events.
Coordination and final approval with

the specialist departments BB-10
and BB-11 is always required.
BMW Brand Identity | Instruction for BMW Brand Design in promotional print media | Offer labelling for priority topics Version 1.2 | Last revised: April 2015 | Seite 48
Offer labelling for
priority topics
COMMUNICATION LABEL.
The communication label

always appears with the legal Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just power. Theres also
intelligent technology. Thanks to Launch Control, the 326 hp M235i engine literally gets up to speed at the press of a
button: From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for debate. Experience driving pleasure in the
The BMW
2 Series Coup
2 Series Coup
disclaimer. It is placed at a spacing

STAY NERVOUS.

of one green square from the legal

disclaimer. LESS RULES. MORE PERFORMANCE.
If the legal disclaimer is placed at

the very bottom of the format, the
communication label appears above
the legal disclaimer.
If the legal disclaimer is placed at the

very top of the format, the communi-
cation label appears below the
legal disclaimer.
BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km button: From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for debate. Experience driving pleasure in the
(kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. new BMW 2 Series Coup.
BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emi
(kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderau
BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-

5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert): 133-131. Als Basis fr die
Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen.
Placement in the lower visual area Placement in the upper visual area
Donts The legal disclaimer may The legal disclaimer may not
not appear above the appear below the label if the latter
communication is placed in the upper visual area.
label if the latter is placed BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5
(kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeig
in the lower visual area.
Offer labelling for
priority topics
BMW EFFICIENT DYNAMICS PRODUCT LABEL.
The optional product label is applied Product label (left-aligned) Derivation of elements to regulate spacing in layouts
when a concrete automobile is
depicted. Ideally the communica- BMW
tion label should be used. In pure 235i 49 g CO/km 266 kW (362 hp)
product communication relating
to BMW products in which eDrive
technology is installed, the pro- Product label (right-aligned) x x
duct label is absolutely essential
so as to emphasise the benefit to the
customer by showing the specific 235i 49 g CO/km 266 kW (362 hp)
fuel consumption/emission and
performance figures.
Engine power is always stated.

Stating the emission value in the
product label is recommended in the Distances and dimensions
case of BMW eDrive models.
The product label has a fixed size

100 % transparent
of 57.5% (23/40 x) of the blue square
(half the size of the ID modules).
100 % white
The size of the arrows, the distances
as well as the length of the arrows x
comprise fixed dimensions that are
derived from the blue squares (half
the height of the ID modules) . The
length settings have a linear co-
verage from 100% to 0%.
3/4 x
1/4 x
1/4 x
23/40 x
235i 49 g CO/km 266 kW (362 hp)
Please note for the market adaptation: Each market is responsible for adding
their local legal disclaimer specifying all required technical details.
Offer labelling for
priority topics
PRODUCT LABEL.
The product label

always appears with the legal Action speaks louder than words.The new BMW 2 Series Coup proves theres more to it than just power. Theres also
button: From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for debate. Experience driving pleasure in the
The BMW
2 Series Coup
2 Series Coup
disclaimer. It is placed at a spacing

STAY NERVOUS.

of one green square from the legal

disclaimer. LESS RULES. MORE PERFORMANCE.
If the legal disclaimer is placed at

the very bottom of the format, the
product label appears above the legal
disclaimer.
If the legal disclaimer is placed at the

very top of the format, the Efficient-
Dynamics label appears below the
legal disclaimer.
BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km button: From 0 to 100 km/h in just 4.8 seconds. Values that leave no room for debate. Experience driving pleasure in the
(kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. new BMW 2 Series Coup.
BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emi
(kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderau
i8 49 g CO/km 266 kW (362 hp)
235i 49 g CO/km 266 kW (362 hp)

BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-
5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert): 133-131. Als Basis fr die
Placement in the lower visual area Placement in the upper visual area
Donts The legal disclaimer may The legal disclaimer may not
not appear above the product appear below the label if the latter
label if the latter is placed is placed in the upper visual area.
235i 49 g CO/km 266 kW (362 hp)
235i 49 g CO/km 266 kW (362 hp) in the lower visual area. BMW 235i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5
(kombiniert): 133-131. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeig
Offer labelling for
priority topics
BMW CONNECTED DRIVE.
COMMUNICATION LABEL.
Communication label
When communicating BMW
ConnectedDrive, the EfficientDyna-
mics label may not appear at the
same time and vice versa. Term
BMW ConnectedDrive
Which priority topic is communicated
depends on the communicative
content. The EfficientDynamics prio- Claim
rity label always takes precedence.
Term
BMW ConnectedDrive
Claim
Dont
The old product label is no longer

used. Komfort Infotainment Sicherheit
Offer labelling for
priority topics
LAYOUT OPTIONS.
Horizontal alignment 12-column grid

The ConnectedDrive layout mecha-
nism (arc element, globe symbol and
contrast mechanism between two
visual worlds) is always created in a
landscape format. The alignment
of the design element is based on a
12-column grid.
Positioning
The arc can be moved between the
second and fifth grid line but it may
not occupy half the format width nor
may it cross the halfway point.
The right-hand visual (outside the
arc) always contains text elements.
Positioning of the layout element between the second and fifth grid line
Donts
Text elements may not be placed on the left inside The arc may not be placed on the right-hand side. The arc may not be placed at the centre.
the arc.
Offer labelling for
priority topics
LAYOUT OPTIONS.
The ConnectedDrive label always

appears with the legal disclaimer.
It is placed at a spacing of one green
square from the disclaimer.
The flush-left disclaimer is used in

conjunction with the flush-left
ConnectedDrive label, and the
flush-right disclaimer is used with
the flush-right label.
The column width of the body copy

and the legal disclaimer should be as
great as possible and the lines should
be of equal length.
Flush left alignment of text elements Recommended layout: flush right text and Identity Modules at the left of the format
Dont The flush-left version of the

ConnectedDrive label may not be
placed underneath a flush-right
legal disclaimer.
Offer labelling for
priority topics
SIZE AND PROTECTIVE SPACE.
The width of the BMW Connected-

Drive label is 4.5 x. BMW BMW
The vertical spacing between the

legal disclaimer and the priority label
is one green square.
Sheer x
www.bmw.de Freude am Fahren www.bmw.com Driving Pleasure
4.5 x
Flush left
4.5 x
Flush right
Offer labelling for
priority topics
POSITIONING OF ADDITIONAL ELEMENTS IN
ADVERTISEMENTS.
The height of the space for awards

is maximum 2 x. The recommenda-
tion is for only one product-related A FUSION OF ELEGANCE The BMW
6 Series Gran Coup
The BMW
6 Series Gran Coup
award to appear in the visual. If AND POWER. www.bmw.com/

6series
Sheer
Driving Pleasure
AND POWER.
www.bmw.com/
6series
Sheer
Driving Pleasure
there is more than one such element, THE ALL-NEW BMW 6 SERIES GRAN COUP. THE ALL-NEW BMW 6 SERIES GRAN COUP.
mutual spacing must be determined The sleek lines of the interior echo the dynamic elegance of the outside. The quality of the
materials, mixed with complementary colours and craftmanship are a sensuous wrapping for
the power that lies beneath. www.bmw.com
The sleek lines of the interior echo the dynamic elegance of the outside. The
individually depending on the shape sensuous wrapping for the power that lies beneath. www.bmw.com
of the logo.
In full-format layout, additional ele-

ments such as the QR code, awards
and/or cooperation logos appear in
neutralised colouring at the bottom
right on the base line.
Any type of award and its publica-

tion must be cleared in advance with
the relevant contact partner in the AB 000,00 EURO/MONAT
BMW Group Corporate and Brand EUR, Laufzeit: 36 Mon., Laufleistung p. a.: 10.000 km, Leasingrate einschl. monatl. Versicherungsprmie f. Kfz-Haftpflicht und Vollkasko von 29,99 EUR), gltig bei
Identity department (BB-10). BMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4
/ 4,5-4,6. CO2-Emission in g / km (kombiniert): 133-131. Als Basis fr die Vebrauchsermitt- BMW 650i: Kraftstoffverbrauch in l / 100 km (innerorts / auerorts / kombiniert): 6,0-5,9 /5,7-5,4 / 4,5-4,6. CO2-Emission in g / km (kombiniert): 133-131.
lung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen. Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen.
In a layout which is bled to the edge on four sides, no more than two labels/awards may appear Product-related commendations such as awards are placed in the visual, while all other elements
alongside each other. such as cooperation logos appear in the white space in price and dealer communication.
Als Basis fr die Vebrauchsermittlung gilt der ECE-Fahrzyklus. Abbildung zeigt Sonderausstattungen.
If there is more than one cooperation logo, this one appears at the
bottom left in the white space of the layout.
Offer labelling for
priority topics
CAPITALISATION OF SPECIAL BMW TERMS IN HEADLINES
AND BODY COPY.
As a general rule communicative

headlines and subheadlines Uppercase letters in communicative headlines Mixed case in body copy
appear in uppercase letters.
Special rules apply to the lettering of
specific BMW terms and technologies. BMW EFFICIENT DYNAMICS BMW EfficientDynamics
For example in uppercase headlines,
certain BMW terms such as BMW BMW CONNECTED DRIVE BMW ConnectedDrive
EfficientDynamics are separated
with a space for optimum readability.
BMW ACTIVE HYBRID BMW ActiveHybrid
In body copy the regular form of
EFFICIENT DYNAMICS
mixed case is used for BMW terms,
special model designations and EfficientDynamics
technologies.
Further information: CONNECTED DRIVE ConnectedDrive

Instruction for the wordmark/
symbol and nomenclature.
xDRIVE xDrive
iDRIVE iDrive
M DRIVE M Drive

BMW 5 SERIES GRAN TURISMO BMW 5 Series Gran Turismo
BMW 3 SERIES LIMOUSINE BMW 3 Series Limousine
BMW 535i xDRIVE BMW 535i xDrive
BMW Z4 sDRIVE35i BMW Z4 sDrive35i
BMW ACTIVE HYBRID 7 BMW ActiveHybrid 7
CONTACT PARTNER.
Identity Net Disclaimer

https://smp.bmw.com The visuals, headlines, key visuals, etc. shown in the examples
(within the network http://identity-net.muc) are provided solely to illustrate the applications and reflect the
current status of Brand Identity, Brand Design and communica-
CI-Helpdesk tion at the time of creation. For this reason it is not possible to
E-mail: ci.helpdesk@bmwgroup.com guarantee that all the examples of communication materials
shown are up to date.
Corporate and Brand Identity BMW Group,
Brand Steering BMW
BB-10 (Konstantin Lauber)
E-mail: konstantin.lauber@bmwgroup.com
Campaigns, Content Development, Web Marketing

BB-30 (Wolfgang Gross)
E-mail: wolfgang.gb.gross@bmwgroup.com
Communication Management BMW EfficientDynamics

BB-11 (Wigand Kraus)
E-mail: wigand.kraus@bmw.de
Communication Management BMW ConnectedDrive

BB-11 (Stefan Ponikva)
E-mail: stefan.ponikva@bmw.com
BMW Brand Identity | Instruction for BMW Brand Design in promotional print media | Contact partner Version 1.2 | Last revised: April 2015 | Seite 58
FURTHER INFORMATION.
Identity Modules
Instruction for the Identity Modules and the brand claim.
Wordmark/symbol and nomenclature.

Instruction for the wordmark/symbol and nomenclature.
BMW Brand Identity | Instruction for BMW Brand Design in promotional print media | Further information Version 1.2 | Last revised: April 2015 | Seite 59
What defines the value of the BMW Group and its brands? How does brand management
work? Why are customer orientation and Brand Behaviour a key success factor?
The answers to these questions are provided by the Brand and Customer Institute. After all:
powerful brands create values. However, it is you that bring them to life. For details see:
http://brand-and-customer-institute.bmwgroup.net
BECOME A BRAND AMBASSADOR.

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BMW PROMOTIONAL PRINT MEDIA.

INSTRUCTION FOR BMW BRAND DESIGN IN PROMOTIONAL PRINT MEDIA.

Corporate and Brand Identity BMW Group

1 A new consistent feature is that all layout and text

2 Visual motifs bled to the edge on four sides strengthen

7 The Identity Modules are the brands calling card. They

4 In addition to focussing on products, the visual style has

automobiles but also drivers and their stories can occupy

The most obvious change is that

As a result, all text elements appear www.bmw.com/

in white against the visual motif.

Subheadlines (optional) may no

only used for price and dealer

communication. It occupies a mini-

label, thereby improving interaction www.bmw.de Freude am Fahren

between text and visual. All other

The BMW visual style is also boosted A HELL OF A CAR.

motifs no longer focus solely on

Advertisements aim to stimulate

LESS RULES. MORE PERFORMANCE.

THE FIRST-EVER BMW 2 SERIES COUP. www.bmw.de Freude am Fahren www.bmw.com

Fascinating products and striking

THE ALL-NEW BMW 6 SERIES GRAN COUP.

messages are the central focus.

ensured by means of the following FASTERPIECE.

1. Visual motif bled to the edge on

UNWINDS THE MIND,

tive impact in uppercase letters www.bmw.de Freude am Fahren

3. Headlines and subheadlines Das neue BMW

dealer communication as well as LES VOILES DE

on subsequent pages (e.g. inside

pages of brochures, mailings, etc.) FASTERPIECE.

Autohaus Mustermann GmbH Autohaus Mustermann GmbH Autohaus Mustermann GmbH

THE ALL-NEW BMW X5. AB EURO/MONAT 00000 Musterstadt

ROOM WITH A VIEW.

Kraftstoffverbrauch in l/100 km (kombiniert): 8,14,5. CO2-Emission in

DAS WETTER WECHSELT.

colours and craftmanship are a sensuous wrapping for the power

THE FIRST-EVER BMW 4 SERIES CONVERTIBLE.

BMW XDRIVE. DAS INTELLIGENTE ALLRADSYSTEM.

SOME THINGS ARE

WORTH WAITING FOR. AND POWER.

Visuals do not just convey content, they express an atmosphere

Version 1.2 | Last revised: April 2015 | Seite 7

In future, visual motifs will be created

The examples of visuals shown here

Version 1.2 | Last revised: April 2015 | Seite 10

The text module serves the BMW,

the communication medium.

The symbol module is positioned to www.bmw.de/thema Freude am Fahren

The white Identity Modules are

(10 % black) on white back-

grounds or light-coloured photo-

loaded from the BMW Group Identity

The Identity Modules are bled to

www.bmw.de/thema Freude am Fahren

By way of an exception, the Identity

x here is sales literature.

Version 1.2 | Last revised: April 2015 | Seite 13

The headline, subheadline and body Diagram Text hierarchy 1

disclaimer (text hierarchy 2). If the

LESS RULES. MORE PERFORMANCE.

1. Visual motif bled to the edge on

3. Headlines and subheadlines Das neue BMW

6. L ayout without body copy 5. 6. 7. 8.

7. L ayout, vertically interchanged

8. L ayout, portrait format

12. Layout, vertically interchanged,