Official Websites

• https://www.acura.com

Brand Guidelines

2021

Brand Summary

Mission

• Acura is a premium performance brand. The guidelines are designed to maintain a unified brand identity for Acura, emphasizing Precision Crafted Performance across all communications and touchpoints [^1].

Core Values

• performance
• precision
• innovation
• consistency
• independent spirit

Target Audience

• Consumers seeking premium, high-performance vehicles with a modern, bold, and innovative identity [^2].

Personality Traits

• bold
• intelligent
• provocative
• innovative
• confident
• optimistic

Visual Identity Overview

• Acura’s visual identity is defined by a distinctive logo, bold modern color palette, performance-inspired typography, and dynamic photography. The brand uses clean layouts, high contrast, and minimalistic design elements to communicate speed, performance, and sophistication [^3].

Categories

Brand Imagery

• Performance Photography
• Static Photography
• Studio Photography
• Motorsports Photography

Color Palette

• The color palette is inspired by Acura’s rich history and updated to a bold set of modern hues. It’s a distinctive look that communicates performance, speed, and an independent spirit.
• COLORBLACK Pantone CMYK RGB HEX Process Black 0 0 0 100 0 0 0 # 000000

• PERFORMANCE GRAY Pantone 429C CMYK 10 5 5 35 RGB 161 171 187 HEX #a1abb2

• PERFORMANCE BLUE Pantone 7686 C CMYK 100 82 0 10 RGB 0 80 150 HEX #005096

• PERFORMANCE RED Pantone 1795 C CMYK 0 100 100 5 RGB 230 35 30 HEX # e6231e

• WHITE Pantone White Opaque CMYK 0 0 0 0 RGB 255 255 255 HEX # ffffff

• The secondary palette is created by the youthful, bold, graphic colors of Campaign colors may be included in campaign or marketing work that the vehicles. This palette will continue to grow and change each year as helps enhance a conceptual vision. They don’t live beyond that concept. new colors are introduced. When model colors are discontinued, Acura All campaign colors must be approved by Acura Marketing before use. Marketing will determine when they are removed from the guidelines.
• NSX YELLOW CMYK 5 21 100 0 RGB 243 197 43 HEX # f3c517
• LONG BEACH BLUE CMYK 0 81 100 0 RGB 255 86 0 HEX # ff5600
• TIGER EYE CMYK 84 54 0 0 RGB 11 113 203 HEX # 0b71cb
• CMYK 32 52 88 10 RGB 166 120 60 HEX # a6783c
• CMYK 84 100 18 10 RGB 79 41 117 HEX # 4f2975
• The Type S color palette is inspired by the Type S badge.
• BLACK Pantone Process Black CMYK 0 0 0 100 RGB 0 0 0 HEX # 000000
• Pantone White Opaque CMYK 0 0 0 0 RGB 255 255 255 HEX # ffffff
• PERFORMANCE RED Pantone 1795 C CMYK 0 100 100 5 RGB 230 35 30 HEX # e6231e
• These colors are used with Acura’s motorsports branding and marketing. They are our foundation colors that have been used throughout Acura’s racing history. Each year, new liveries are designed for our motorsports vehicles.
• Colors may also be pulled from the liveries to use in marketing materials. Those colors will be chosen by the Acura Markerting team and can vary from year to year.
• ACURA RACING BLUE CMYK 100 93 22 12 RGB 0 39 124 HEX # 00277c
• ACURA RACING RED CMYK 0 90 87 0 RGB 239 65 51 HEX # ef4133
• These colors have been in the Acura family for years. They are primarily used for corporate and dealer assets, such as stationery and signage. They may be used in marketing pieces for specific use cases, but they must be approved by Acura Marketing.
• ACURA BLUE Pantone 282 C CMYK 100 90 13 68 RGB 30 38 78 HEX # 1e264e
• ACURA GRAY Pantone 423 C CMYK 15 10 10 45 RGB 154 154 154 HEX # 9a9a9a

Typography

• Futura Now For Acura Condensed Extra Black is our primary headline font. It was chosen to reflect the qualities of the brand personality and visually complement its content and tone of voice. Futura Now For Acura Condensed Extra Black Italic is primarily used in Acura Motorsports pieces.
• Futura Now For Acura Regular and Medium are primarily used for legal copy. All other weights of Futura Now For Acura are used on a case-by-case basis and must be approved by Acura Marketing.
• The Futura Now For Acura font family is published by Monotype and can be purchased here: https://www.monotype.com/fonts/futura-now
• Acura Bespoke is the primary text typeface. It complements the bold performance personality that Futura Now For Acura Condensed Extra Black has, bringing an intelligent, provocative, innovative visual presence to the brand. The font is available in a number of weights, allowing ease of use and flexibility while maintaining consistency.
• The Acura Bespoke typeface is available on Acura AdBuilder.
• Acura Performance is a custom typeface based on the signature model badges of the full line. It communicates movement and the feel of the road while reintroducing a hint of racing nostalgia. Acura Performance should be used sparingly. It should not be used for headlines. It is a secondary typeface to be used as a graphic element.
• Avenir is the primary typeface used on Acura web properties. Using a mix of Futura Now For Acura Condensed Extra Black for headlines and Avenir for body copy and CTAs, our typography will remain consistent with that of brand communications.
• The Avenir font family is published by Linotype and can be purchased here: https://www.linotype.com/72/avenir-family.html
• When using our typefaces together, a clear hierarchy should be followed. Futura Now For Acura Condensed Extra Black should always be used for headlines. It’s used in all caps, large, and graphically to bring the tone of voice to life. If a subhead follows, it should be set in Acura Bespoke Regular in sentence case.
• All body and text copy should be set in Acura Bespoke Regular as well. Depending on the size of the medium, Acura Bespoke Book may be used, as long as it is legible.
• Included on this page are the recommended settings for kerning, tracking, and word spacing to ensure that headlines in Futura Now For Acura Condensed Extra Black remain legible and bold; however, kerning will need hand-finessing to achieve the best outcome.
• Headlines are set with Roman Hanging Punctuation, i.e., the text is centered minus the period. The period should be added after the words are centered.
• Kerning is set at Optical.
• Tracking is set at -30 pt. Leading is 90% of the font size.
• Punctuation: Scaled down to 85%.
• Word Spacing: Minimum: 70% Desired: 75% Maximum: 100%
• Use the above specs as a starting point. Each headline must be manually kerned so the letters are tight and uniform in spacing.
• Below are examples of how and how not to use our typography. Acura may appear in all caps in headlines, text, and branding. It may not be used in the Acura Performance font, as it becomes too stylized. Futura Now For Acura Condensed Extra Black is the primary headline font. The Acura Bespoke and Acura Performance fonts may not be used for headlines unless otherwise approved. Drop shadows and unapproved colors should not be used on any Acura fonts. For legibility purposes, photos should be retouched. Futura Now For Acura Condensed Extra Black may be used for long copy, but we recommend not using it in sizes smaller than 20 pt. Do not use the Acura Performance font for text copy.

Logo Usage

• Consistent use of these logos according to the following guidelines will help reinforce the Acura image and strengthen the brand. There are two versions of the Acura logo. The horizontal version is the primary logo and should be used whenever possible, while the stacked version is secondary and should be used on an as-needed basis.
• The Acura Precision Crafted Performance lockup should, where possible, be the primary logo lockup for all outbound consumer-facing communications that promote the brand and brand image; this includes advertising and communications. Precision Crafted Performance can be applied to any promotional piece that is consistent with the Acura brand and reflects the brand direction of Precision Crafted Performance.
• Precision Crafted Performance should not be used when it does not appear easy to read or would be distorted. Please see the legibility section for specific usage related to logo size.
• As demonstrated here, the dear space surrounding the signature cannot be less than the equivalent space of the height of the typography. It is important to maintain a sufficient amount of space around the signature to ensure it is distinct and easily identified at all times.
• The distance between the Acura logo and “Precision Crafted Performance” is a fixed distance of half the height of the “Pl’ and should match the width of the logo. Never change or modify the placement of the tagline in relation to the logo.
• When applied to digital banner assets where space is limited, the clear space can be reduced to one half of X.
• To achieve the best brand exposure, it is important that the Acura logos appear legible. Please adhere to the following reproduction standards when reproducing logo elements for print, web, and embroidery. Precision Crafted Performance should not be used when it does not appear easy to read or would be distorted.
• If there is more than one logo on a piece, one of them must follow the minimum size requirements. For creative that is represented on Acura social channels, where the consumer is already is aware of the branding, the logo scale may vary.
• When the digital Precision Crafted Performance logo appears at sizes between 115 px and 199 px, use the digitally optimized version.
• Print Minimum: 0.75” Digital Minimum: 50 px Embroidery Minimum: 2.25”
• Print Minimum: 1.25” Digital Minimum: 0.5” Embroidery Minimum: 18 px
• Digital Minimum: 200 px Digital Minimum: 115 px-199 px Print Minimum: 5.0”
• Logo lockups for Acura services have been created and can be provided in EPS and PNG formats. Each lockup is set with the Acura word mark and in Acura Bespoke Regular.
• Third-party lockups are paired with the Acura logo. The Acura logo should always be set to the left of the third-party logo. A keyline the height of the Acura logo is used between both logos, following the Acura logo safe space rules.
• The “Less Talk More Drive” lockup has already been typeset to ensure consistency. It should be used for headlines, end treatments, and graphics. There are stacked and horizontal versions. Use your best judgment when dropping it into different mediums. When using LTMD with the Acura logo, logo spacing guidelines must be followed.
• As a basic rule, the logo is displayed in designated colors. In advertisements and other media where photographs and illustrations are used, be sure to display the logo simply and prominently. Please use your best judgment to ensure there is sufficient contrast for maximum legibility.
• The logo can appear in black and white and, for specific executions, in Acura Gray.
• The logo can appear over approved brand colors.
• The logo can be used over photography, video, and texture, but it must be legible.
• Below is a range of color combinations in which the Acura logo can appear over our brand colors.
• The logo cannot appear in unapproved colors and must always be legible. The logo cannot be restructured. The logo or caliper cannot be warped, stretched, or distorted. The logo cannot be used with additional copy, borders, or outlines.

Visual Style

• Consistent use of these logos according to the following guidelines will help reinforce the Acura image and strengthen the brand. There are two versions of the Acura logo. The horizontal version is the primary logo and should be used whenever possible, while the stacked version is secondary and should be used on an as-needed basis.
• The Acura Precision Crafted Performance lockup should, where possible, be the primary logo lockup for all outbound consumer-facing communications that promote the brand and brand image; this includes advertising and communications. Precision Crafted Performance can be applied to any promotional piece that is consistent with the Acura brand and reflects the brand direction of Precision Crafted Performance.
• Precision Crafted Performance should not be used when it does not appear easy to read or would be distorted. Please see the legibility section for specific usage related to logo size.
• The caliper symbol represents Precision Crafted Performance.
• When using the caliper in marketing pieces, the full Acura logo must appear within the medium. The full Acura logo can be shown with or without the Precision Crafted Performance tagline to meet the minimum size and legibility requirements.
• The caliper may be used for sibling brands such as Acura Motorsports and AcuraLink, along with app and web icons. These use cases must be approved by Acura Marketing. The caliper should never be used in ways that re-create or can be mistaken for a new brand logo.
• As demonstrated here, the dear space surrounding the signature cannot be less than the equivalent space of the height of the typography. It is important to maintain a sufficient amount of space around the signature to ensure it is distinct and easily identified at all times.
• The distance between the Acura logo and “Precision Crafted Performance” is a fixed distance of half the height of the “Pl’ and should match the width of the logo. Never change or modify the placement of the tagline in relation to the logo.
• When applied to digital banner assets where space is limited, the clear space can be reduced to one half of X.
• To achieve the best brand exposure, it is important that the Acura logos appear legible. Please adhere to the following reproduction standards when reproducing logo elements for print, web, and embroidery. Precision Crafted Performance should not be used when it does not appear easy to read or would be distorted.
• If there is more than one logo on a piece, one of them must follow the minimum size requirements. For creative that is represented on Acura social channels, where the consumer is already is aware of the branding, the logo scale may vary.
• When the digital Precision Crafted Performance logo appears at sizes between 115 px and 199 px, use the digitally optimized version.
• Print Minimum: 0.75” Digital Minimum: 50 px Embroidery Minimum: 2.25”
• Print Minimum: 1.25” Digital Minimum: 0.5” Digital Minimum: 18 px Embroidery Minimum: 2.25”
• Print Minimum: 0.5” Digital Minimum: 55 px Embroidery Minimum: 2.25”
• The logo can appear in black and white and, for specific executions, in Acura Gray.
• The logo can appear over approved brand colors.
• The logo can be used over photography, video, and texture, but it must be legible.
• The logo cannot appear in unapproved colors and must always be legible. The logo cannot be restructured. The logo or caliper cannot be warped, stretched, or distorted. The logo cannot be used with additional copy, borders, or outlines.
• Below is a range of color combinations in which the Acura logo can appear over our brand colors.
• The color palette is inspired by Acura’s rich history and updated to a bold set of modern hues. It’s a distinctive look that communicates performance, speed, and an independent spirit.
• Pantone Process Black; CMYK 0 0 0 100; RGB 0 0 0; HEX #000000
• Pantone 429C; CMYK 10 5 5 35; RGB 161 171 187; HEX #a1abb2
• Pantone 7686 C; CMYK 100 82 0 10; RGB 0 80 150; HEX #005096
• Pantone 1795 C; CMYK 0 100 100 5; RGB 230 35 30; HEX #e6231e
• Pantone White Opaque; CMYK 0 0 0 0; RGB 255 255 255; HEX #ffffff
• The secondary palette is created by the youthful, bold, graphic colors of Campaign colors may be included in campaign or marketing work that the vehicles. This palette will continue to grow and change each year as helps enhance a conceptual vision. They don’t live beyond that concept. new colors are introduced. When model colors are discontinued, Acura All campaign colors must be approved by Acura Marketing before use. Marketing will determine when they are removed from the guidelines.
• NSX YELLOW: CMYK 5 21 100 0; RGB 243 197 43; HEX #f3c517
• LONG BEACH BLUE: CMYK 0 81 100 0; RGB 255 86 0; HEX #ff5600
• TIGER EYE: CMYK 84 54 0 0; RGB 11 113 203; HEX #0b71cb
• THERMAL ORANGE: CMYK 32 52 88 10; RGB 166 120 60; HEX #a6783c
• PHANTOM VIOLET: CMYK 84 100 18 10; RGB 79 41 117; HEX #4f2975
• The Type S color palette is inspired by the Type S badge.
• BLACK: Pantone Process Black; CMYK 0 0 0 100; RGB 0 0 0; HEX #000000
• WHITE: Pantone White Opaque; CMYK 0 0 0 0; RGB 255 255 255; HEX #ffffff
• PERFORMANCE RED: Pantone 1795 C; CMYK 0 100 100 5; RGB 230 35 30; HEX #e6231e
• These colors are used with Acura’s motorsports branding and marketing. They are our foundation colors that have been used throughout Acura’s racing history. Each year, new liveries are designed for our motorsports vehicles.
• ACURA RACING BLUE: CMYK 100 93 22 12; RGB 0 39 124; HEX #00277c
• ACURA RACING RED: CMYK 0 90 87 0; RGB 239 65 51; HEX #ef4133
• These colors have been in the Acura family for years. They are primarily used for corporate and dealer assets, such as stationery and signage. They may be used in marketing pieces for specific use cases, but they must be approved by Acura Marketing.
• ACURA BLUE: Pantone 282 C; CMYK 100 90 13 68; RGB 30 38 78; HEX #1e264e
• ACURA GRAY: Pantone 423 C; CMYK 15 10 10 45; RGB 154 154 154; HEX #9a9a9a

Iconography

• The caliper symbol represents Precision Crafted Performance.
• When using the caliper in marketing pieces, the full Acura logo must appear within the medium. The full Acura logo can be shown with or without the Precision Crafted Performance tagline to meet the minimum size and legibility requirements.
• The caliper may be used for sibling brands such as Acura Motorsports and AcuraLink, along with app and web icons. These use cases must be approved by Acura Marketing. The caliper should never be used in ways that re-create or can be mistaken for a new brand logo.

Layout And Composition

• As demonstrated here, the dear space surrounding the signature cannot be less than the equivalent space of the height of the typography. It is important to maintain a sufficient amount of space around the signature to ensure it is distinct and easily identified at all times.
• The distance between the Acura logo and “Precision Crafted Performance” is a fixed distance of half the height of the “Pl’ and should match the width of the logo. Never change or modify the placement of the tagline in relation to the logo.
• When applied to digital banner assets where space is limited, the clear space can be reduced to one half of X.
• Logo lockups for Acura services have been created and can be provided in EPS and PNG formats. Each lockup is set with the Acura word mark and in Acura Bespoke Regular.
• Third-party lockups are paired with the Acura logo. The Acura logo should always be set to the left of the third-party logo. A keyline the height of the Acura logo is used between both logos, following the Acura logo safe space rules.
• The “Less Talk More Drive” lockup has already been typeset to ensure consistency. It should be used for headlines, end treatments, and graphics. There are stacked and horizontal versions. Use your best judgment when dropping it into different mediums. When using LTMD with the Acura logo, logo spacing guidelines must be followed.

Co Branding

• Third-party lockups are paired with the Acura logo. The Acura logo should always be set to the left of the third-party logo. A keyline the height of the Acura logo is used between both logos, following the Acura logo safe space rules.

Print Guidelines

• To achieve the best brand exposure, it is important that the Acura logos appear legible. Please adhere to the following reproduction standards when reproducing logo elements for print, web, and embroidery. Precision Crafted Performance should not be used when it does not appear easy to read or would be distorted.
• If there is more than one logo on a piece, one of them must follow the minimum size requirements. For creative that is represented on Acura social channels, where the consumer is already is aware of the branding, the logo scale may vary.
• Print Minimum:
• 0.75”
• 0.5”

Digital Guidelines

• When applied to digital banner assets where space is limited, the clear space can be reduced to one half of X.
• When the digital Precision Crafted Performance logo appears at sizes between 115 px and 199 px, use the digitally optimized version.
• Digital Minimum: 50 px
• Digital Minimum: 18 px
• Digital Minimum: 55 px
• Digital Minimum: 115 px-199 px
• Digital Minimum: 200 px
• Standard 300x250 Animated Banner:

Additional Properties