NADA Used Car Guide Brand Standards and Guidelines Updated May 21, 2014

NADA Used Car Guide
Brand Standards and Guidelines
Updated May 21, 2014
For Authorized Use; The logos, colors, marks, and other contents of this document are owned solely
by the National Automobile Dealers Association (“NADA”), and are for the exclusive use of NADA, and
shall not be incorporated, printed, or otherwise used in any way without the express written permission
of NADA. Access to this document and all its contents is by permission only, and should not be shared
with any non-authorized party.
Table of Contents
Brand Overview
Logos & Product Trademarks
Colors
Company Name Usage
Values Usage
Font Style
3
4
10
12
13
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May 21, 2014
NADA Used Car Guide | BRAND OVERVIEW
Brand Position
Brand Overview
NADA Used Car Guide is the industry leader in vehicle valuation data
and information. As the leading authority and number-one choice among
industry professionals, we set the standard for accuracy, reliability
and recency. We gather more data from more sources, apply tested
and proven analytical methodologies, and deliver to more touch points
than any other source. Our long history of industry leadership, deep
relationships and focused expertise ensure that our vehicle valuation
data and information are the most accurate, reliable and trusted in the
industry. We are the recognized authority. We set the standard. We make
business possible.
This brand overview will help business partners ensure that
marketing and sales materials properly align to the spirit of
the NADA Used Car Guide brand.
We are NADA. We set the standard.
Value Proposition
The number-one source for the most informed decision.
The only choice for a confident decision.
Guiding Principles / Values
We are data enthusiasts.
We are dedicated to obtaining the most information, from the most
sources, while utilizing the most advanced methodologies in order
to deliver the most accurate, most comprehensive, and most trusted
valuation data and information to our customers. If it’s not the best data
in the industry, we aren’t doing our job.
We are customer enthusiasts.
We are dedicated to providing the data and information that customers
and consumers need to do business. We work hard to ensure that our
customers have access to the information they need in the format they
want. Our products enable our customers to feel 100% confident and
empowered in their decisions. If our customers and consumers can’t
access our data in the way they want and need, we aren’t doing our jobs.
We are innovation enthusiasts.
We are driven by a passion to deliver the best data in the most userfriendly formats, regardless of touch point. We are constantly developing
new ways to gather, analyze, package, and deliver vehicle valuation
data and information to our customers and consumers. We continuously
innovate our products and services to anticipate the needs of our
customers for accurate, timely, and comprehensive data and information.
If we aren’t figuring out new and ever more useful ways to deliver on our
promise to customers and consumers, we aren’t doing our jobs.
May 21, 2014
3
*All of the logos and images displayed herein are the trademarks, service marks and/or intellectual property
of NADA and may not be reused or re-printed in any way without the prior express authorization of NADA.
NADA Used Car Guide | LOGOS & PRODUCT TRADEMARKS
Primary Logo
Primary Logo
The NADA Used Car Guide corporate signature must
be used on all communications in the consistent
manner shown.
A minimum usage size has been determined for legibility.
The logo should never be reproduced smaller than 1/2" wide.
If reproduced any smaller, details are lost.
The logo must never be cluttered by other elements such
as text, photographs, illustrations or background textures.
Space, therefore, must always exist around the logo. The
minimum amount of such space can be defined as one
quarter of “X,” which is the height of the logo.
Primary Logo • Correct Usage
1/4 X
1/4 X
X
Clear zone area around logo should
Minimum size for print:
Minimum size for web:
be a minimum of one-quarter of X.
5/16" (h)
64 px (h) 100 px (w)
1/2" (w)
X = height of the logotype
May 21, 2014
4
NADA Used Car Guide | LOGOS & PRODUCT TRADEMARKS
Preferred use on light backgrounds
Primary Logo Usage
The full-color logo is preferred for use whether on solid
white, blue or black backgrounds.
When one-color printing is only available, the logo may
be used in all black or all blue. If blue or black is not
available, use the reversed version of the logo.
Preferred use on dark backgrounds
You should always provide the Illustrator® logo file to
third-party users.
Also (except in web application), do not use JPEG, TIFF,
GIF or any Photoshop®-based files for print applications.
The Illustrator EPS file is vector-based and allows for
best replication.
Preferred one-color in PMS blue 281 U
Black-and-white use
Black-and-white reversed use
May 21, 2014
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NADA Used Car Guide | LOGOS & PRODUCT TRADEMARKS CONTINUED
Primary Logo
Improper Logo Usage
Correct Usage
The NADA Used Car Guide logo at the left is
the proper usage.
The examples below demonstrate unacceptable
treatments. The NADA Used Car Guide logo should
never be altered from its original format.
Primary Logo
Incorrect Usage
This logo represents a different company and is
not to be used to represent NADA Used Car Guide.
Never change the size or
position of the date.
Never change the font of
the date.
Never reverse the colors in the logo.
Never angle / skew the logo.
Never outline the logo.
Never put a 3D effect on the logo.
Never size down the logo.
Never stretch the logo.
Never narrow the logo.
May 21, 2014
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NADA Used Car Guide | LOGOS & PRODUCT TRADEMARKS CONTINUED
NADA AppraisalPRO® Logo
NADA AppraisalPRO®
Correct Usage
When referring to the product, NADA AppraisalPRO,
the mark at left should be used.
The words should be used as a graphic (not reset in type)
so that it retains this styling.
®
Preferred one-color in PMS blue 281 U
Using NADA AppraisalPRO
Name Within Copy
When using NADA AppraisalPRO, the letters “PRO”
should always appear in all uppercase. The full product
name should always be used with “NADA” preceding
“AppraisalPRO.” It should never say just “AppraisalPRO.”
NADA AppraisalPRO should be followed by a registered
mark (®) the first instance it appears within copy.
SM
Black-and-white use
Black-and-white reversed use
Logo with tagline
®
May 21, 2014
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NADA Used Car Guide | LOGOS & PRODUCT TRADEMARKS CONTINUED
NADA AuctionNet Logo
NADA AuctionNet
Correct Usage
When referring to the product, NADA AuctionNet, the
mark at the left should be used.
The words should be used as a graphic (not reset in type)
so that it retains this styling.
Using NADA AuctionNet
Name Within Copy
When using NADA AuctionNet in copy, the name
“NADA” should always be in all uppercase letters and
“AuctionNet” should have initial uppercase letters for
“Auction” and “Net”. The full product name should
always be used with “NADA” preceding “AuctionNet”. It
should never say just “AuctionNet”.
NADA e-Valuator® Logo
Correct Usage
No logo exists for NADA e-Valuator®.
NADA e-Valuator®
There is no logo that exists for the NADA e-Valuator, so
no logo should be used when mentioning this product.
Using NADA e-Valuator®
Name Within Copy
When using NADA e-Valuator in copy, the name
“NADA” should always be in all uppercase letters and
“e-Valuator” should always have a lowercase “e” and
uppercase “V”. The full product name should always
be used with “NADA” preceding “e-Valuator”. It should
never say just “e-Valuator”. NADA e-Valuator always
should have a hyphen between “e” and “Valuator”.
It should never appear as “eValuator”.
When using the NADA e-Valuator in copy, it should
be followed by a registered mark ( ® ) the first instance
it appears.
May 21, 2014
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NADA Used Car Guide | LOGOS & PRODUCT TRADEMARKS CONTINUED
Primary Guidebook Images
Guidebook Usage
When using imagery for the NADA Official Used Car Guide®
and NADA Official Commercial Truck Guide®, the book
covers to the left should be used.
NADA Official Used Car Guide®
NADA Official Commercial Truck Guide®
Guidebook Name Usage
Within Copy
When using NADA Official Used Car Guide and NADA
Official Commercial Truck Guide in copy, the name “NADA”
should always be in all uppercase letters and “Official Used
Car Guide” and “Official Commercial Truck Guide” should
always have initial uppercase letters. The full product name
should always be used with “NADA” preceding “Official
Used Car Guide” or “Official Commercial Truck Guide”. It
should never say just “Official Used Car Guide” or “Official
Commercial Truck Guide”.
May 21, 2014
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NADA Used Car Guide | COLORS
Primary Company Colors
The company colors of NADA Used Car Guide are blue
and gold. Specific Pantone®, CMYK and RGB values
appear at left.
When the corporate colors are used in promotional
materials, only these exact PMS spot colors should
be used.
When four-color process is being used, the CMYK
percentages to the left will approximate the Pantone
color. When printed, this color may vary somewhat due
to paper stock or printing techniques.
NADA Used Car Guide Blue
Pantone® 281 U / 281 C
C100, M78, Y0, K54
R0, G36, B93
#00245d
When the color is intended only to be viewed on
a screen, like a smartphone, computer or television,
the RGB values shown at left should be used. For
convenience, the web hexadecimal code number has
also been provided.
Do not simply convert the Pantone colors in an
application to get CMYK, RGB or hex colors. The
conversions at left have been adjusted to the best
conversions for the eye.
NADA Used Car Guide Gold
Pantone 122 U / 136 C
C0, M31, Y85, K0
R253, G183, B64
#fdb740
May 21, 2014
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NADA Used Car Guide | COLORS CONTINUED
Medium Blue
C88, M66, Y0, K10
R40, G88, B159
#28589f
Secondary Company Colors
The secondary company colors of NADA Used Car Guide
appear at left.
These colors supplement the primary palette to add visual
interest and depth to the brand.
Light Blue
C75, M50, Y0, K0
R73, G120, B188
#4978bc
Dark Gray
C67, M45, Y27, K70
R36, G52, B68
#243444
Deep Gold
C0, M40, Y100, K0
R250, G166, B26
#faa61a
Special Case Usage
Red Burst
Pantone 207 U / 7640 C
Red Burst is to be used
primarily as a callout on the
NADA Official Used Car Guide®,
as seen here.
C25, M84, Y47, K6
R181, G75, B100
#b54b64
May 21, 2014
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NADA Used Car Guide | COMPANY NAME USAGE
Using the Company
Name Within Copy
Name
Correct Usage
NADA Used Car Guide
In copy, the word NADA must always appear in
uppercase with the words Used Car Guide after.
Incorrect Usage
NADA
N.A.D.A.
Website URL
Correct Usage
nada.com/b2b
Example: NADA Used Car Guide
Nada
NadaUCG
In email and website addresses, NADA must always
appear in all lowercase.
NADA is pronounced one letter at a time. Be sure that
copy reads “an NADA (representative)” and not “a
NADA (representative).”
www.nada.com/b2b
Incorrect Usage
www.NADA.com
www.nada.com
www.nada.com/B2B
www.NADA.com/b2b
Email Addresses
Correct Usage
jsmith@nada.org
Incorrect Usage
jsmith@NADA.org
jsmith@Nada.org
jsmith@Nada.com
May 21, 2014
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NADA Used Car Guide | VALUES USAGE
Proper Use of Values Order
Our Values
Values should appear in the following order:
NADA Used Car Guide contains a comprehensive spectrum
of values that are displayed in a variety of applications,
from print to web.
Auction
Low, average and high auction values. Values
represent recent price activity for used cars
and light-duty trucks at wholesale auction.
Updated weekly
Trade-in
Rough, average and clean condition-based
trade-in values. Values represent the typical
price for a vehicle at trade-in.
Updated monthly
Loan
Clean condition-based loan value. Values
represents the potential amount of credit
that may be obtained on a vehicle.
Updated monthly
Retail
Clean condition-based retail value with an
optional Certified Pre-Owned valuation, where
available. Values represents the typical selling
price for a vehicle.
Updated monthly
Capitalization
When using Auction, Trade-In, Loan, and Retail, they should always
have initial uppercase letters. When used in copy, these values should
appear in the order above, and each value should always have initial
uppercase letters.
When using the descriptors for the values in copy (i.e., low, average,
clean), they do not have initial uppercase letters.
May 21, 2014
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NADA Used Car Guide | FONT STYLE
Print Fonts
Print Fonts
Body Text
Trade Gothic is the primary font to be used for all
print material.
Trade Gothic LT Std Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvqxyz
0123456789!&?$
Do not modify (expand or condense) the type in any way.
When type is set, letters should be spaced tightly but
should not touch.
Trade Gothic LT Std Light
Body text should be set in Trade Gothic Regular or
Light, depending on the contrast needed.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvqxyz
0123456789!&?$
Headline and Subhead
Trade Gothic LT Std Bold No. 2
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvqxyz
0123456789!&?$
Web and Online Fonts
Body Text
Headlines and subheads should be in Trade Gothic Bold No. 2.
Online / Electronic Fonts
The nature of fonts on the web and in MS Office documents or
similar programs is often defined by the reader’s computer.
For this reason, it is important to design these items
with the most common PC or Mac fonts. Therefore, all HTML
text and body text should be in Arial. If there is an opportunity
to place words in the form of pictures (not needing to draw
on the reader’s font selection), then the rules for print (above)
should apply.
Arial Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvqxyz
0123456789!&?$
Headline and Subheads
Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvqxyz
0123456789!&?$
E-mail and Electronic Document Fonts
Body Text
Arial Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvqxyz
0123456789!&?$
Headline and Subheads
Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvqxyz
0123456789!&?$
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