Garmin

Official Websites

• https://www.garmin.com
• https://connect.garmin.com
• http://www.garmin.com/de-CH

Brand Guidelines

2006

Brand Summary

Mission

• To provide the highest quality navigation products and reinforce Garmin’s image as a leading provider of innovative, valuable, and service-oriented solutions in the marketplace [^1].

Core Values

• quality
• innovation
• value
• service

Target Audience

• People who are active and seek reliable, innovative navigation products that enhance their experiences [^2].

Personality Traits

• confident
• assured
• insightful
• educational
• clear
• useful

Visual Identity Overview

• The visual identity is defined by a clean, minimal style with high-quality photography, illustration, and product design. The logo consists of the GARMIN logotype, pointer graphic, and trademark symbol, using a strict color palette (Garmin blue, black, white) and approved typefaces (Frutiger, Arial). Logo usage is governed by clear space, size, background, and form guidelines to ensure consistent and recognizable brand presentation [^3].

Categories

Brand Voice

• Brand Voice: The brand voice gives a tone and manner to our communications, and goes beyond w h a t o u r communications say to how we say it. Through consistency in voice, our communications reinforce our brand attributes.
• Our products are meant for people who are active. Our copy should reinforce this fact and should always be active in tone. Verbs are preferred over adjectives, and our focus is always on how Garmin helps our customers do what they desire.
• In the interest of quality, value and service, our communications should be clear, educational and useful. Our copy should never be flamboyant or frivolous, and should never promote by demeaning or ridiculing others. It should also be confident, assured and unafraid in the face of a changing market, new technology or competition.
• Our communications should be insightful, confident and relate to our customer and the benefit our products bring to their lives.

Brand Imagery

• All visual communication–photography, illustration, printing, product design, interface design–should be of the highest quality possible, and should be carefully chosen to reinforce our image as a leading provider of quality products.
• Utilizing unique visual solutions to communications projects and product design helps to reinforce our goal of developing the most innovative products in the category.
• By communicating efficiently, without superfluous ornamentation or design, we communicate value to our customers. Also, by utilizing efficiencies in all aspects of production, our organization, and our customers will benefit by receiving the best product and true value.
• Our communications should enlighten and inform our customers. In that way, we provide a service to them.
• Our logo consists of three elements: 1 - the pointer 2 - the GARMIN logotype 3 - the trademark symbol
• Our logo should never be used so small that it is illegible. (minimum size for our logo is 1 inch horizontal)
• Our logo should never be used so large that it overpowers surrounding elements and the overall communication piece.
• A clear space equal to the height of the Garmin logotype is the minimum area that must remain clear on the sides and bottom of the logo. A clear space equal to one half the height of the logotype is the minimum area that must remain clear above the logo. This neutral zone assures proper emphasis to our logo, and assists in its easy identification.
• Logo colors: There are three approved colors for the Garmin logo: 1 - Garmin blue (pms 285) 2 - black 3 - white PMS 285 CMYK equivalent Cyan=91% Magenta=43% Yellow = 0% Black - 0% PMS 285 RGB equivalent Red=0 Green=119 Blue=212
• Production of the Garmin logo or pointer graphic in any colors aside from these three approved colors must be approved by Garmin’s Marketing Communications department.
• Our new logo can be used in eight different forms:
• Logotype only in white or black:
• Logotype and pointer graphic in solid black, or white:
• Logotype in black or white, pointer graphic in PMS 285 blue:
• Logotype in black or white, pointer graphic in Garmin blue gradation:
• The pointer graphic is approved to be used by itself in four different forms. 1) Solid Black: 2) Solid White: 3) Solid PMS 285: 4) Garmin Blue Gradation:
• Due to critical color matching and technical requirements, the graduated versions of the logo and pointer graphic are reserved for use only through special request from Garmin’s Marketing Communications Department.
• In most instances, the Garmin logo should appear as black with solid PMS 285 triangle on a light background, or reversed white type and solid PMS 285 triangle on a dark background.
• It is acceptable to put a Garmin logo on a photographic background as long as there is suitable contrast for the logotype and pointer graphic to stand out and be readily identifiable. Again, the black logo should be used over a light photographic background, and the reverse white logo should be used over a dark photographic background.
• As you can see, the white logotype with blue triangle should only be used on a very dark (black) background. Any other use of this logo must be approved by Garmin’s marketing communications department
• The pointer graphic may be used by itself, but must be used to represent Garmin, and as such must not be used solely as a decorative element. It must not be rotated from 0° and it must not be used in part or in a screen of the approved colors of black, white or PMS 285.
• The pointer graphic must not be used in part or at any angle other than 0°.
• The pointer graphic must not be used as a decorative element or pattern element.
• The pointer graphic may not be used seperate from the logotype when on the same page
• The pointer graphic may not be used as a decorative element on a page.

Color Palette

• Logo colors: There are three approved colors for the Garmin logo: 1 - Garmin blue (pms 285) 2 - black 3 - white PMS 285 CMYK equivalent Cyan=91% Magenta=43% Yellow = 0% Black - 0% PMS 285 RGB equivalent Red=0 Green=119 Blue=212
• Production of the Garmin logo or pointer graphic in any colors aside from these three approved colors must be approved by Garmin’s Marketing Communications department.
• Logotype only in white or black:
• Logotype and pointer graphic in solid black, or white:
• Logotype in black or white, pointer graphic in PMS 285 blue:
• Logotype in black or white, pointer graphic in Garmin blue gradation:
• The pointer graphic is approved to be used by itself in four different forms. 1) Solid Black: 2) Solid White: 3) Solid PMS 285: 4) Garmin Blue Gradation:
• Due to critical color matching and technical requirements, the graduated versions of the logo and pointer graphic are reserved for use only through special request from Garmin’s Marketing Communications Department.
• In most instances, the Garmin logo should appear as black with solid PMS 285 triangle on a light background, or reversed white type and solid PMS 285 triangle on a dark background.
• It is acceptable to put a Garmin logo on a photographic background as long as there is suitable contrast for the logotype and pointer graphic to stand out and be readily identifiable. Again, the black logo should be used over a light photographic background, and the reverse white logo should be used over a dark photographic background.
• As you can see, the white logotype with blue triangle should only be used on a very dark (black) background. Any other use of this logo must be approved by Garmin’s marketing communications department

Typography

• Our corporate typeface has been chosen to represent our company and brand in a manner that is consistent with our corporate image. Allowances have been made to accommodate computer-oriented communications as well as printed communications.
• Typography for print: We have one approved type family for use in printed promotional materials, and two approved typefaces for internal and corporate communications.
• For promotional materials, the approved type family is Frutiger: Frutiger Light Frutiger Light Italic Frutiger Roman Frutiger Italic Frutiger Bold Frutiger Bold Italic Frutiger Black Frutiger Black Italic Frutiger Light Condensed Frutiger Condensed Frutiger Bold Condensed Frutiger Black Condensed
• Typography for electronic and interactive media: For online, internal and corporate materials, the approved type family is also Frutiger. When Frutiger is not available, or proves substandard due to display usage, Arial is the preferred substitute.
• Frutiger Light Frutiger Light Italic Frutiger Roman Frutiger Italic Frutiger Bold Frutiger Bold Italic Frutiger Black Frutiger Black Italic Frutiger Light Condensed Frutiger Condensed Frutiger Bold Condensed Frutiger Black Condensed Arial Arial Black Arial Narrow

Logo Usage

• Our logo consists of three elements: 1 -the pointer 2 -the GARMIN logotype 3 -the trademark symbol
• The size of our logo is a critical factor in communicating our brand properly and consistently. Just as a logo that is too small diminishes the impact, a logo that is too big, can imply a lack of quality and refinement, as well as diminishing its impact.
• Our logo should never be used so small that it is illegible. (minimum size for our logo is 1 inch horizontal)
• Our logo should never be used so large that it overpowers surrounding elements and the overall communication piece.
• A clear space equal to the height of the Garmin logotype is the minimum area that must remain clear on the sides and bottom of the logo. A clear space equal to one half the height of the logotype is the minimum area that must remain clear above the logo. This neutral zone assures proper emphasis to our logo, and assists in its easy identification.
• Logo colors: There are three approved colors for the Garmin logo: 1 - Garmin blue (pms 285) 2 - black 3 - white PMS 285 CMYK equivalent Cyan=91% Magenta=43% Yellow = 0% Black - 0% PMS 285 RGB equivalent Red=0 Green=119 Blue=212
• Production of the Garmin logo or pointer graphic in any colors aside from these three approved colors must be approved by Garmin’s Marketing Communications department.
• Our new logo can be used in eight different forms:
• Logotype only in white or black:
• Logotype and pointer graphic in solid black, or white:
• Logotype in black or white, pointer graphic in PMS 285 blue:
• Logotype in black or white, pointer graphic in Garmin blue gradation:
• The pointer graphic is approved to be used by itself in four different forms. 1) Solid Black: 2) Solid White: 3) Solid PMS 285: 4) Garmin Blue Gradation:
• Due to critical color matching and technical requirements, the graduated versions of the logo and pointer graphic are reserved for use only through special request from Garmin’s Marketing Communications Department.
• In most instances, the Garmin logo should appear as black with solid PMS 285 triangle on a light background, or reversed white type and solid PMS 285 triangle on a dark background.
• It is acceptable to put a Garmin logo on a photographic background as long as there is suitable contrast for the logotype and pointer graphic to stand out and be readily identifiable. Again, the black logo should be used over a light photographic background, and the reverse white logo should be used over a dark photographic background.
• As you can see, the white logotype with blue triangle should only be used on a very dark (black) background. Any other use of this logo must be approved by Garmin’s marketing communications department
• The Garmin logo must never be modified by the addition of a division or group name or any designation that implies endorsement. At this point in time, there is no approved slogan or tagline, and there is no approved usage for a slogan or tagline to be used in conjunction with the Garmin logo. Any slogans or associated information must remain outside of the free space indicated on page 4.
• The Garmin logo must not be combined with a division or department name within the designated free space.
• The Garmin logo must not be integrated with another company’s name.
• The Garmin logo must not be placed within a sentence.
• The name “Garmin” must not be set in all caps when used as part of copy.
• When placed in a sentence Garmin should appear in the same typeface, and at the same size as the surrounding copy in initial-cap form.
• The Garmin logo may not be condensed.
• The Garmin logo proportions may not be altered.
• The size relationship between the Garmin logotype and the pointer graphic must not be altered.
• The pointer graphic may not be altered or rotated
• The pointer graphic may not be repositioned.
• The pointer graphic may be used by itself, but must be used to represent Garmin, and as such must not be used solely as a decorative element. It must not be rotated from 0° and it must not be used in part or in a screen of the approved colors of black, white or PMS 285.
• The pointer graphic must not be used in part or at any angle other than 0°.
• The pointer graphic must not be used as a decorative element or pattern element.
• The pointer graphic may not be used seperate from the logotype when on the same page
• The pointer graphic may not be used as a decorative element on a page.
• Consistent presentation of our corporate I.D. is critical to maintaining a quality image in the marketplace. Our signature mark, which consists of the Garmin logotype and the shaded blue pointer, has been precisely crafted to enhance our brand presentation.
• As such, it’s usage will be restricted, and only authorized by specific request of Garmin’s Marketing Communications department.

Tone And Messaging

• The way we visually portray the Garmin lifestyle, products and brand should always reinforce our brand attributes.
• All visual communication–photography, illustration, printing, product design, interface design–should be of the highest quality possible, and should be carefully chosen to reinforce our image as a leading provider of quality products.
• Utilizing unique visual solutions to communications projects and product design helps to reinforce our goal of developing the most innovative products in the category.
• By communicating efficiently, without superfluous ornamentation or design, we communicate value to our customers. Also, by utilizing efficiencies in all aspects of production, our organization, and our customers will benefit by receiving the best product and true value.
• Our communications should enlighten and inform our customers. In that way, we provide a service to them.
• The brand voice gives a tone and manner to our communications, and goes beyond w h a t o u r communications say to how we say it. Through consistency in voice, our communications reinforce our brand attributes.
• Our products are meant for people who are active. Our copy should reinforce this fact and should always be active in tone. Verbs are preferred over adjectives, and our focus is always on how Garmin helps our customers do what they desire.
• In the interest of quality, value and service, our communications should be clear, educational and useful. Our copy should never be flamboyant or frivolous, and should never promote by demeaning or ridiculing others. It should also be confident, assured and unafraid in the face of a changing market, new technology or competition.
• Our communications should be insightful, confident and relate to our customer and the benefit our products bring to their lives.

Brand Values

• This brand guide will provide information about the Garmin brand, advice on how to communicate our values, and instructions on how to properly implement our corporate i.d. in communication materials.
• Every brochure, every piece of media or correspondence is an opportunity to reinforce and build awareness in our brand.
• This document was created to assist you in creating communications that are consistent, and reinforce Garmin’s image in the marketplace.
• When a product carries the Garmin name, the customer is at ease, assured that the product has been manufactured with the highest quality materials and construction, and will serve them well for years to come—in essence the logo becomes a promise to our customers.
• Garmin’s approach to product development, and business practices are based on certain fundamental attributes.
• Quality: our vertical integration was adopted to provide for the highest quality possible, and allow us to maintain the most demanding quality control.
• Innovation: creating the most innovative products in the category is critical to providing products that create value for our customers. Vertical integration also contributes to our flexibility in providing new and unique product solutions.
• Value: Garmin’s ultimate goal is to provide value to our customers, and the value of our brand lives and dies with their experience with our products.
• Service: our products are developed to be of service to others, and this attitude is a guiding principle in our relationships with employees, partners and customers. To serve others is a key element in our corporate persona.
• The way we visually portray the Garmin lifestyle, products and brand should always reinforce our brand attributes.
• All visual communication–photography, illustration, printing, product design, interface design–should be of the highest quality possible, and should be carefully chosen to reinforce our image as a leading provider of quality products.
• Utilizing unique visual solutions to communications projects and product design helps to reinforce our goal of developing the most innovative products in the category.
• By communicating efficiently, without superfluous ornamentation or design, we communicate value to our customers. Also, by utilizing efficiencies in all aspects of production, our organization, and our customers will benefit by receiving the best product and true value.
• Our communications should enlighten and inform our customers. In that way, we provide a service to them.
• The brand voice gives a tone and manner to our communications, and goes beyond w h a t o u r communications say to how we say it. Through consistency in voice, our communications reinforce our brand attributes.
• Our products are meant for people who are active. Our copy should reinforce this fact and should always be active in tone. Verbs are preferred over adjectives, and our focus is always on how Garmin helps our customers do what they desire.
• In the interest of quality, value and service, our communications should be clear, educational and useful. Our copy should never be flamboyant or frivolous, and should never promote by demeaning or ridiculing others. It should also be confident, assured and unafraid in the face of a changing market, new technology or competition.
• Our communications should be insightful, confident and relate to our customer and the benefit our products bring to their lives.

Visual Style

• Our logo consists of three elements: 1 - the pointer 2 - the GARMIN logotype 3 - the trademark symbol
• The size of our logo is a critical factor in communicating our brand properly and consistently. Just as a logo that is too small diminishes the impact, a logo that is too big, can imply a lack of quality and refinement, as well as diminishing its impact.
• Our logo should never be used so small that it is illegible. (minimum size for our logo is 1 inch horizontal)
• Our logo should never be used so large that it overpowers surrounding elements and the overall communication piece.
• A clear space equal to the height of the Garmin logotype is the minimum area that must remain clear on the sides and bottom of the logo. A clear space equal to one half the height of the logotype is the minimum area that must remain clear above the logo. This neutral zone assures proper emphasis to our logo, and assists in its easy identification.
• Logo colors: There are three approved colors for the Garmin logo: 1 - Garmin blue (pms 285) 2 - black 3 - white PMS 285 CMYK equivalent Cyan=91% Magenta=43% Yellow = 0% Black - 0% PMS 285 RGB equivalent Red=0 Green=119 Blue=212
• Production of the Garmin logo or pointer graphic in any colors aside from these three approved colors must be approved by Garmin’s Marketing Communications department.
• Our new logo can be used in eight different forms:
• Logotype only in white or black:
• Logotype and pointer graphic in solid black, or white:
• Logotype in black or white, pointer graphic in PMS 285 blue:
• Logotype in black or white, pointer graphic in Garmin blue gradation:
• The pointer graphic is approved to be used by itself in four different forms. 1) Solid Black: 2) Solid White: 3) Solid PMS 285: 4) Garmin Blue Gradation:
• Due to critical color matching and technical requirements, the graduated versions of the logo and pointer graphic are reserved for use only through special request from Garmin’s Marketing Communications Department.
• In most instances, the Garmin logo should appear as black with solid PMS 285 triangle on a light background, or reversed white type and solid PMS 285 triangle on a dark background.
• It is acceptable to put a Garmin logo on a photographic background as long as there is suitable contrast for the logotype and pointer graphic to stand out and be readily identifiable. Again, the black logo should be used over a light photographic background, and the reverse white logo should be used over a dark photographic background.
• As you can see, the white logotype with blue triangle should only be used on a very dark (black) background. Any other use of this logo must be approved by Garmin’s marketing communications department
• The pointer graphic may be used by itself, but must be used to represent Garmin, and as such must not be used solely as a decorative element. It must not be rotated from 0° and it must not be used in part or in a screen of the approved colors of black, white or PMS 285.
• The pointer graphic must not be used in part or at any angle other than 0°.
• The pointer graphic must not be used as a decorative element or pattern element.
• The pointer graphic may not be used separate from the logotype when on the same page
• The pointer graphic may not be used as a decorative element on a page.

2012

Brand Summary

Mission

• To be an enduring company by creating superior products for automotive, aviation, marine, outdoor, and sports that are an essential part of our customers’ lives [^1].

Core Values

• honesty
• integrity
• respect for associates, customers, and business partners
• outstanding performance
• accomplishing what we say we will do [^2]

Target Audience

• Active individuals across automotive, aviation, marine, outdoor, and sports markets who seek quality, innovation, and products that enhance their lives [^3].

Personality Traits

• active
• intelligent
• competitive
• hard-working
• quality-focused
• respectful
• authentic
• achiever
• innovator
• leader
• sense of humor [^4]

Visual Identity Overview

• The visual identity is defined by a clean, modern logo with clear space, a color palette of Garmin blue, rich black, and white, authentic and active photography, consistent typography (Frutiger for print, Open Sans for web), and layouts emphasizing product-centric and lifestyle-centric imagery [^5].

Categories

Brand Voice

• The Garmin tone and voice is active. our products are for people on the move, so our communications should convey action, energy, motivation and success. Garmin allows customers to do great things, whether that is a new personal record in a marathon or arriving at an important meeting on time by avoiding traffic. The Garmin voice should reinforce this “can-do” confident spirit.
• verbs are preferred over adjectives. Active voice is preferred over passive. our messaging should speak to customers’ experiences and emotions rather than simply describing an emotion or experience.
• our messaging should consist of two types of benefit to our customers: functional benefits (what they can do) and emotional benefits (how they will feel). Combining these two types of benefits will provide a persuasive argument for our products and brand. The emotional benefit will create the motivation and desire to possess our product. The functional benefit will provide them with the justification and reason why they should believe the emotional promise.
• Garmin is not a humorous brand but a brand that can appreciate good humor. When humor is used in copy, it should be intelligent and subtle such that it generates a smile from a well-crafted phrase. This “bit of wry,” when used properly, conveys confidence that is consistent with the brand.

Brand Imagery

• Quality photography reinforces the impression of quality products and a quality brand. Our guidelines call for an authentic, believable photography style that is “in the moment.” Similar to photo journalism, our photography is intended to depict real people actively engaged with real products. The style makes the reader/viewer feel as though he or she is witnessing a spontaneous event that showcases a Garmin product in use. Careful selection of props and wardrobe is critical so colors are consistent with or complementary to the Garmin brand palette of blue, black and white.

Color Palette

• Careful selection of props and wardrobe is critical so colors are consistent with or complementary to the Garmin brand palette of blue, black and white.
• There are three approved color swatches: 1) Garmin blue Spot color -Pantone 285C CMYK for coated stock -C91 M43 YO KO 2) Rich black -C30 M30 Y30 K100 3) White
• There are two approved gradient swatches: 1) Garmin blue/ Rich black gradient 2) Garmin blue/ White gradient

Typography

• A consistent use of type will also build the Garmin brand across all markets and around the world. The type font, size and position are all important in unifying our materials and helping customers instantly recognize Garmin communications. Specifics concerning type treatment are identified later in this document.
• To create special characters manually (for example “e”): 1) Type the letter e and -separately. 2) Use negative letter spacing to bring the two characters together.
• When used in text, Garmin should never appear in the custom logotype or as a graphic inserted within the text. Our name should appear in the same typeface, and same size as the surrounding text. Whenever written in correspondence or marketing communications, the Garmin name should begin with an initial capital “G” followed by lowercase “arm in.”
• Garmin should not be pluralized or used in the possessive form, nor should it be modified.
• Incorrect: “She owns many Garmins.” Correct: “She owns many Garmin devices.” Incorrect:“Garmin’s Chairman, Dr. Min Kao.” Correct:“Garmin Chairman, Dr. Min Kao.”
• Many Garmin products and services have unique names, often with unique spelling, which helps with trademark protection. nuvi,®for example, is never capitalized, even at the beginning of a sentence and must contain an umlaut “u.” rino, zumo, GPSMAP, and many other Garmin names must also be written properly and consistently. Doing so will help make them unique, strengthens their legal registration and discourages other companies from adopting the same or similar name.
• Print Fonts: Frutiger font family Frutiger 45 Light Frutiger 46 Light Italic Frutiger 47 Light Condensed Frutiger 55 Roman Frutiger 56 Italic Frutiger 57 Condensed Frutiger 65 Bold Frutiger 66 Bold Italic Frutiger 67 Bold Condensed Frutiger 75 Black Frutiger 76 Black Italic Frutiger 77 Black Condensed Frutiger 87 Extra Black Condensed
• Web Fonts: Open Sans font family Open Sans Open Sans Bold Open Sans Bold Italic Open Sans Italic Open Sans Extrabold Open Sans Extrabold Italic Open Sans Light Open Sans Light Italic Open Sans Semibold Open Sans Semibold Italic
• Print ad: Required Elements: Headline: Frutiger 55 Roman : 35pt. Tracking: -15 Leading: 41 pt. Body copy: Frutiger 57 Condensed : 9 pt. Tracking: + 1 Leading: 13 pt. web URL: Frutiger 67 Bold Condensed : 9 pt. Tracking: + 1 Leading: 13 pt. Legal disclaimer: Frutiger 47 Light Condensed : 5 pt. Tracking: 0 Leading: 7 pt.
• Rack Brochure: Required Elements: Product name: Frutiger 55 Roman: 16pt. Description: Frutiger 47 Light Condensed: 8pt. Legal disclaimer: Frutiger 47 Light Condensed : 6 pt. Tracking: 0 Leading: 6 pt.
• PowerPoint Template: Font: Helvetica

Logo Usage

• Our logo is treated carefully to ensure that it is large enough to be seen but not so large as to create the impression that we are a cheap, promotional brand. It should represent confidence and control and should not shout or annoy.
• Minimum width: 40mm A GARMIN.
• That elegance hinges on a degree of graphic respect that mandates we do not encroach on the area around the corporate logo. By keeping graphics or words away from the immediate proximity of the logo, it also invites the reader’s eye to focus on our logo and our brand.
• A clear space equal to the height of the logotype is the minimum area that must remain clear above the logo. This neutral zone assures proper emphasis to our logo and assists in its easy identification.
• Our new logo can be used in two different forms.
• A) Logotype in full color
• B) Logotype in white on solid color background

Tone And Messaging

• Engaging communications that speak intelligently to our audience about the benefits derived from the quality and innovation of our products will create a high-quality, innovative brand image. By educating, motivating and inviting our customers to experience our products we also invite them to experience our brand.
• Consistency in graphic style and copy voice plus a commitment to inform, inspire and involve our audience each time we interact will not only allow us to articulate unique “Why Garmin” benefits of our products, but it will also allow us to develop a unique Garmin brand.
• A customer’s interaction with our brand will be a learning opportunity because we will deliberately inform him or her about unique products and services that are life enhancing, if not life changing. An emotional connection makes our messaging more memorable, so we will inspire our audience to do the things they desire to do with energy, passion and confidence. And finally, because Garmin is an active brand, we will involve our audience not only by drawing them into our communication but also by inviting them to get a Garmin and pursue their personal goal.
• The Garmin tone and voice is active. our products are for people on the move, so our communications should convey action, energy, motivation and success. Garmin allows customers to do great things, whether that is a new personal record in a marathon or arriving at an important meeting on time by avoiding traffic. The Garmin voice should reinforce this “can-do” confident spirit.
• verbs are preferred over adjectives. Active voice is preferred over passive. our messaging should speak to customers’ experiences and emotions rather than simply describing an emotion or experience.
• our messaging should consist of two types of benefit to our customers: functional benefits (what they can do) and emotional benefits (how they will feel). Combining these two types of benefits will provide a persuasive argument for our products and brand. The emotional benefit will create the motivation and desire to possess our product. The functional benefit will provide them with the justification and reason why they should believe the emotional promise.
• Garmin is not a humorous brand but a brand that can appreciate good humor. When humor is used in copy, it should be intelligent and subtle such that it generates a smile from a well-crafted phrase. This “bit of wry,” when used properly, conveys confidence that is consistent with the brand.

Brand Values

• The foundation of our culture is honesty, integrity, and respect for associates, customers, and business partners. Each associate is fully committed to serving customers and fellow associates through outstanding performance and accomplishing what we say we will do.
• Honesty, competitiveness, integrity, activity, intelligence, relationships, quality and a respectful sense of humor characterize the Garmin persona.

Visual Style

• our graphic style and approach must align with those attributes that enhance our brand messages of quality, innovation, activity and authenticity. The Garmin mission indicates that we will create superior products that are essential to our customers. Innovative products and their unique customer benefits are keys to our brand, and, therefore need to be featured prominently in our marketing communications.
• A consistent use of type will also build the Garmin brand across all markets and around the world. The type font, size and position are all important in unifying our materials and helping customers instantly recognize Garmin communications. Specifics concerning type treatment are identified later in this document.
• Our logo is treated carefully to ensure that it is large enough to be seen but not so large as to create the impression that we are a cheap, promotional brand. It should represent confidence and control and should not shout or annoy.
• Minimum width: 40mm A GARMIN.
• By keeping graphics or words away from the immediate proximity of the logo, it also invites the reader’s eye to focus on our logo and our brand.
• A clear space equal to the height of the logotype is the minimum area that must remain clear above the logo. This neutral zone assures proper emphasis to our logo and assists in its easy identification.
• Our new logo can be used in two different forms. A) Logotype in full color B) Logotype in white on solid color background
• Quality photography reinforces the impression of quality products and a quality brand. Our guidelines call for an authentic, believable photography style that is “in the moment.” Similar to photo journalism, our photography is intended to depict real people actively engaged with real products. The style makes the reader/viewer feel as though he or she is witnessing a spontaneous event that showcases a Garmin product in use. Careful selection of props and wardrobe is critical so colors are consistent with or complementary to the Garmin brand palette of blue, black and white.
• There are three approved color swatches: 1) Garmin blue Spot color -Pantone 285C CMYK for coated stock -C91 M43 YO KO 2) Rich black -C30 M30 Y30 K100 3) White
• There are two approved gradient swatches: 1) Garmin blue/ Rich black gradient 2) Garmin blue/ White gradient

Layout And Composition

• Our logo is treated carefully to ensure that it is large enough to be seen but not so large as to create the impression that we are a cheap, promotional brand. It should represent confidence and control and should not shout or annoy.
• Minimum width: 40mm A GARMIN.
• By keeping graphics or words away from the immediate proximity of the logo, it also invites the reader’s eye to focus on our logo and our brand.
• A clear space equal to the height of the logotype is the minimum area that must remain clear above the logo. This neutral zone assures proper emphasis to our logo and assists in its easy identification.
• Our new logo can be used in two different forms. A) Logotype in full color B) Logotype in white on solid color background
• There are three approved color swatches: 1) Garmin blue Spot color -Pantone 285C CMYK for coated stock -C91 M43 YO KO 2) Rich black -C30 M30 Y30 K100 3) White
• There are two approved gradient swatches: 1) Garmin blue/ Rich black gradient 2) Garmin blue/ White gradient
• To create special characters manually (for example “e”): 1) Type the letter e and -separately. 2) Use negative letter spacing to bring the two characters together.
• Print ad: Required Elements: @ Full bleed image Rounded corner box with gradient E) Headline: Frutiger 55 Roman : 35pt. Tracking: -15 Leading: 41 pt. C, Body copy: Frutiger 57 Condensed : 9 pt. Tracking: + 1 Leading: 13 pt. @ web URL: Frutiger 67 Bold Condensed : 9 pt. Tracking: + 1 Leading: 13 pt. (@@ Product image @ Garmin logo 0 Legal disclaimer: Frutiger 47 Light Condensed : 5 pt. Tracking: 0 Leading: 7 pt.
• Golden Ratio Grid System
• Product Centric Layout
• Rack Brochure: Required Elements: @ Full bleed image Rounded corner box with gradient ) Product name: Frutiger 55 Roman: 16pt. C, Description: Frutiger 47 Light Condensed: 8pt. @ Garmin logo (@@ Product image f) Legal disclaimer: Frutiger 47 Light Condensed : 6 pt. Tracking: 0 Leading: 6 pt.
• Totem: Required Elements: @ Full bleed image Rounded corner box with gradient E) Headline: Frutiger 55 Roman Product name Product image (@ Garmin logo ) URL Margins: 3% of the width
• Layout Grid
• Margin X2
• Retail Display: Required Elements: (@ Rounded corner box with gradient @ Product name (E Garmin logo
• Trade-show Booth: Required Elements: @ Rounded corner box with gradient solid black & blue gradient accent “in the moment” style imagery Garmin logo
• Garmin.com: Required Elements: (@ Rounded corner box with gradient @ Product name ) Product image Headline (@) Lifestyle “In the Moment” Image
• Online Banners (3-party Sites): Required Elements: @ Full bleed image @ Rounded corner box with gradient ) Product image @Product name @Garmin logo (@ Button -Call to Action
• Datasheet: Required Elements: (@ Rounded corner box with gradient @ Product name ) Product image @Garmin logo
• PowerPoint Template: Font: Helvetica Required Elements: Rounded corner box with gradient Garmin logo @

Digital Guidelines

• Web Fonts: Open Sans font family
• Open Sans abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOP
• Open Sans Bold abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLM
• Open Sans Bold Italic abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOP
• Open Sans Italic abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQR
• Open Sans Extrabold abcdefghijklmnopqrstuvwxyzABCDEFGHIJKL
• Open Sans Extrabold Italic abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMN
• Open Sans Light abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQ
• Open Sans Light Italic abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRST
• Open Sans Semibold abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMN
• Open Sans Semibold Italic abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQ

Print Guidelines

• Print Fonts: Frutiger font family Frutiger 45 Light Frutiger 46 Light Italic Frutiger 47 Light Condensed Frutiger 55 Roman Frutiger 56 Italic Frutiger 57 Condensed Frutiger 65 Bold Frutiger 66 Bold Italic Frutiger 67 Bold Condensed Frutiger 75 Black Frutiger 76 Black Italic Frutiger 77 Black Condensed Frutiger 87 Extra Black Condensed
• Print ad: Required Elements: @ Full bleed image Rounded corner box with gradient E) Headline: Frutiger 55 Roman : 35pt. Tracking: -15 Leading: 41 pt. C, Body copy: Frutiger 57 Condensed : 9 pt. Tracking: + 1 Leading: 13 pt. @ web URL: Frutiger 67 Bold Condensed : 9 pt. Tracking: + 1 Leading: 13 pt. (@@ Product image @ Garmin logo 0 Legal disclaimer: Frutiger 47 Light Condensed : 5 pt. Tracking: 0 Leading: 7 pt.
• Color Palette: There are three approved color swatches: 1) Garmin blue Spot color -Pantone 285C CMYK for coated stock -C91 M43 YO KO 2) Rich black -C30 M30 Y30 K100 3) White
• Gradients: There are two approved gradient swatches: 1) Garmin blue/ Rich black gradient 2) Garmin blue/ White gradient
• Minimum width: 40mm A GARMIN.
• Clear Space: A clear space equal to the height of the logotype is the minimum area that must remain clear above the logo. This neutral zone assures proper emphasis to our logo and assists in its easy identification.
• Approved Logo Forms: Our new logo can be used in two different forms. A) Logotype in full color B) Logotype in white on solid color background

Retail Display

• Required Elements: (@ Rounded corner box with gradient @ Product name (E Garmin logo

• Download: box.com account >International Offices >GARMIN CORPORATE Garmin Logo & Guidelines> Templates and References

Trade Show Guidelines

• Required Elements: @ Rounded corner box with gradient solid black & blue gradient accent “in the moment” style imagery Garmin logo

Datasheet Guidelines

• Required Elements: (@ Rounded corner box with gradient @ Product name ) Product image @Garmin logo

• Download: box.com account >International Offices >GARMIN CORPORATE Garmin Logo & Guidelines> Templates and References

Powerpoint Template Guidelines

• Font: Helvetica
• Required Elements: Rounded corner box with gradient Garmin logo @
• Download: box.com account >International Offices >GARMIN CORPORATE Garmin Logo & Guidelines> Templates and References

Additional Properties