9.

0 OUR TAGLINE USAGE SPECIFICATIONS

The tagline ‘Volvo. for life’ is a design

element in its own right. It adds an
emotional dimension to the expression of
our brand. It summarises the soul of the
brand both internally (within VCC) and
externally (towards our customers).
ARTWORK
It encapsulates our dual brand strategy
The tagline has been specially created
to both protect and celebrate.
as a piece of digital artwork. Do not
typeset it from another font.
The tagline should be used in all
communication material directed
at external audiences. It must not be
positioned below the Iron Mark,
especially when within the Logo Box.

1 MINIMUM SIZE
Avoid using the tagline at a size
smaller than 15mm across. Ideally,
it should appear at a larger size.

2 CLEAR ZONE V V
The clear zone around the tagline is The tagline may be reproduced below
determined by the height of the ‘V.’ V this size for some merchandise applications
as long as accurate production tests prove
3 COLOURS V V that the final impression will be suitably
The way colour can be used is 15mm professional and premium.
flexible enough to ensure that the
tagline can be used in all situations 1 2
to a range of effects. Most often, it
will be important to maintain a high
level of contrast with the background
to ensure visibility, however there will
be times when a subtle effect will be
most suitable; e.g. embossed in
packaging, as very large and subtle
background graphic, as a watermark
or etched in glass.

BLACK VOLVO PALETTE WHITE

The tagline can print at any percentage The tagline can print at any percentage The tagline can print white out of any colour or an
tint of black. of any colour from our palette. image as long as there is sufficient stand-out from
the background.

VO LVO CA R S B R A N D I D E N T I T Y 2 0 0 6 9 . 0 O U R TAG L I N E CONTE NTS