Mini CI

📋 1 Guidelines

🔗 Connections

Sector

Automobile

Region

United kingdom

Guideline Year

2013

Language

English

Tags

Transport

Official Websites

Brand Guidelines

2013

Brand Summary

Mission
  • To offer a feisty, fun, and unconventional way to move through an increasingly conventional world, positioning MINI as a challenger and instigator of optimism that makes people smile [^1].
Core Values
  • optimism
  • individualism
  • creativity
  • approachability
  • fun
  • challenger spirit
  • not normal [^2]
Target Audience
  • Urban, young, energetic individuals who value creativity, individuality, and a fun escape from the daily grind; people who see their car as a friend or sidekick and appreciate customization .
Personality Traits
  • feisty
  • challenger
  • optimistic
  • approachable
  • creative
  • individualistic
  • fun
  • friendly [^4][^2]
Visual Identity Overview
  • MINI’s visual identity is modern, minimalistic, and emphasizes high contrast, urban energy, and cheeky but not cheap imagery. The logo is a black circular emblem with silver wings, always used with defined clear space and never altered. Typography is flush left or right, with custom fonts and strict color rules. Frames and colors are tightly coordinated with car colors and design elements, supporting a structured, bold, and distinctive look [^5].

Categories

Brand Voice
  • A feisty way to move through an increasingly conventional world
  • A challenger; somewhat of an underdog
  • An instigator of optimism; makes people smile
  • Approachable, creative, individualistic
  • Is like a friend or trusty sidekick—many people name their MINI
  • It’s not about getting from Point A to Point B; it’s a fun escape from the daily grind
  • Normal is average; MINI is NOT NORMAL
Brand Imagery
  • 2-D logo: OOH only. or certain print/gear applications.
  • 1 -color logo: for single color applications only.
  • 3-D logo: All other communications.
  • There must be a defined minimum space all around the logo, separating it from other design elements which is half the height of the wings. Always 3-D and chrome and black (please refer to MINI Identity Net Part 1 ). Only 1 logo per ad and never used within body copy or as a substitution for the word mark.
  • Certified Pre-Owned should not be used without the mention of MINI Next.
  • There must be a defined minimum space all around the logo, separating it from other design elements which is the character width of the “M” in the MINI Next logo.
  • Always use ALL CAPS for MINI
  • MINI is never italicized
  • No other logotypes or symbols.
  • MINI wordmark always in ALL CAPS.
  • No hyphenation
  • If possible, align the top of the MINI logo wings with the top of the headline.
  • Symbol: Asymmetrical, never centered.
Color Palette

  • When using approved artwork, frame and main design elements must sample colors from the car image (e.g., if ad pictures a Chili Red MINI, frame should also be Chili Red)

  • If using artwork with multiple car colors a white or grey frame must be used

  • For complete car color chart, see pages 11-13 See next page for visual reference.

  • White and dark grey can always be used as frame colors

  • Use the design colors with black& white images, text or illustrations. When using color imagery, sample any color from image

  • Design colors are for highlighting purposes and with the exception of graphics and tables, do not appear as background colors

  • For a complete design color chart, see page 14

  • Communication colors are unlimited and must emphasize/ complement image or graphic used

  • Communication colors are used with color images only

  • Frame color can be used to emphasize prominent color in image.
  • Frame color can not be arbitrary color.
  • Please note that frame color should always match exterior car color.
  • If the asset has more than one color car in it, a grey frame should be used.
  • Exterior Car Color Formulas for r55, r56, r57, R58 and r59 FOR MY13
  • Exterior Car Color Formulas for R60 and R61 FOR MY13
  • Exterior Car Color Formulas for MINI NEXT
  • MINI DESIGN COLORS
Typography
  • Text is set exclusively flush left and ragged…
  • Centered text is never permitted!
  • Pay special attention to kerninig. Custom-made MINI font is very irregular and quite tight
  • Headlines and short leads may appear in color. Body copy always appears in black on white or white on black
  • Text is set exclusively flush left and ragged or flush right and ragged
  • Icons are used as graphical labels in communications, not standard bullets.
  • They are part of MINI Type Icon Headline font and are coordinated with the typography.
  • Model I.D. never stands alone.
  • Headlines/Titles MINI Type Headline abcdefghijklmnopqrstuvwxyz 1234567890.,!„”§$%&/()0?´*‘_:;
  • Subheads and accentuations MINI Type Bold abcdefghijklmnopqrstuvwxyz 1234567890.,!„”§$%&/()0?´*‘_:;
  • Copy, captions, margin notes, charts and tables MINI Type Regular abcdefghijklmnopqrstuvwxyz 1234567890.,!„”§$%&/()0?´*‘_:;
  • Nothing ever gets set in italics in MINI publications
Logo Usage
  • 2-D logo: OOH only. or certain print/gear applications.
  • 1-color logo: for single color applications only.
  • 3-D logo: All other communications.
  • There must be a defined minimum space all around the logo, separating it from other design elements which is half the height of the wings. Always 3-D and chrome and black (please refer to MINI Identity Net Part 1 ). Only 1 logo per ad and never used within body copy or as a substitution for the word mark.
  • Certified Pre-Owned should not be used without the mention of MINI Next.
  • There must be a defined minimum space all around the logo, separating it from other design elements which is the character width of the “M” in the MINI Next logo.
  • Always use ALL CAPS for MINI
  • MINI is never italicized
  • No other logotypes or symbols.
  • MINI wordmark always in ALL CAPS.
  • If possible, align the top of the MIN I logo wings with the top of the headline.
  • Symbol: Asymmetrical, never centered.
  • Symbol: Not framed too closely.
  • Symbol: Do not combine with claim/URL.
  • Never alter the MINI logo or or use the logo to accompany type or copy.
Tone And Messaging
  • A feisty way to move through an increasingly conventional world
  • A challenger; somewhat of an underdog
  • An instigator of optimism; makes people smile
  • Approachable, creative, individualistic
  • Is like a friend or trusty sidekick—many people name their MINI
  • It’s not about getting from Point A to Point B; it’s a fun escape from the daily grind
  • Normal is average; MINI is NOT NORMAL
  • MINI tagline = Let’s Motor®
Brand Values
  • A feisty way to move through an increasingly conventional world
  • A challenger; somewhat of an underdog
  • An instigator of optimism; makes people smile
  • Approachable, creative, individualistic
  • Is like a friend or trusty sidekick—many people name their MINI
  • It’s not about getting from Point A to Point B; it’s a fun escape from the daily grind
  • Normal is average; MINI is NOT NORMAL
Visual Style
  • 2-D logo: OOH only. or certain print/gear applications.
  • 1 -color logo: for single color applications only.
  • 3-D logo: All other communications.
  • There must be a defined minimum space all around the logo, separating it from other design elements which is half the height of the wings. Always 3-D and chrome and black (please refer to MINI Identity Net Part 1 ). Only 1 logo per ad and never used within body copy or as a substitution for the word mark.
  • Certified Pre-Owned should not be used without the mention of MINI Next.
  • There must be a defined minimum space all around the logo, separating it from other design elements which is the character width of the “M” in the MINI Next logo.
  • Always use ALL CAPS for MINI
  • MINI is never italicized
  • No other logotypes or symbols.
  • MINI wordmark always in ALL CAPS.
  • No hyphenation
  • MINI-Service MINI-SERVICE
  • If possible, align the top of the MINI logo wings with the top of the headline.
  • Symbol: Asymmetrical, never centered.
Iconography
  • Icons are used as graphical labels in communications, not standard bullets.
  • Referred to as chevrons or carrots.
  • They are part of MINI Type Icon Headline font and are coordinated with the typography.
  • Use a carat > for bullets or double carats for bullets. Use a single carat for a call to action or list
Layout And Composition
  • There must be a defined minimum space all around the logo, separating it from other design elements which is half the height of the wings. Always 3-D and chrome and black (please refer to MINI Identity Net Part 1 ). Only 1 logo per ad and never used within body copy or as a substitution for the word mark.
  • There must be a defined minimum space all around the logo, separating it from other design elements which is the character width of the “M” in the MINI Next logo.

  • Always use ALL CAPS for MINI

  • MINI is never italicized

  • No other logotypes or symbols.
  • MINI wordmark always in ALL CAPS.
  • If possible, align the top of the MINI logo wings with the top of the headline.
  • Symbol: Asymmetrical, never centered.
Email Guidelines
  • 535x120 pixel size, always use template provided by Marketing Workshop or BSSP
  • If signature doesn’t need legal, the creative should be cropped around the frame. Final GIF size should be: 505x65 pixels
  • If legal is needed, use legal layer within file. Indent copy three spaces before asterisks to allow breathing room from edge of email body. Then crop from top/sides and extend bottom to show legal and a little breathing space underneath.
  • Use 10 or 11 point Arial font in black for the body of the email (the standard font on all machines; MINI font may appear differently on other computers)
  • The signature information should be 10 point Arial font in black, line spacing should be 11 points
  • Include a MINI-provided signature graphic
  • E-mail sign-off recommendations before the signature section are: “Let’s Motor.®”, “Cheers”, or “Best regards”
  • Format your signature as follows, the left is for MINI Corporate and the right is for MINI dealers:
  • – (two dashes)

  • MINI Usa (MINI and the name of the division)

  • First Name Last Name
  • Sample Department
  • Sample function
  • 300 Chestnut Ridge Road (street)
  • Woodcliff Lake, NJ 07677 (city, state, zip)

  • Dealer NaMe

  • Street
  • City, State, zip code
  • O. 201.307.4000 (office phone)
  • M. 212.555.5555 (mobile phone, if needed)
  • F. 212.555.5555 (fax number, f needed)
  • E. JOHN.DOE@MINIUSA.COM (all caps)
  • W. MINIUSA.COM
  • V. MINI Cooper S Countryman ALL4 aka “Barry” (vehicle name/nickname)
  • O. 212.555.5555 (office phone)
  • E. ANYDEALER@MINIDEALER.COM (all caps)
  • V. List vehicle name along with its nickname (see sample on the left)
  • Insert email signature graphic and hyperlink to MINIUSA.COM or dealer website (do not alter size of graphics provided, see sample on the left)
Business Card Guidelines
  • New, personalized MINI business cards are now available as4-color and sized 1.25” x 3.5”
  • Order your custom business cards by clicking on this link: http://www.bmwbusinesscards.com
  • MINI Dealers: select ‘dealers’ and enter the password ‘Central’. Be sure to have your credit card to place the order.
  • MINI corporate team members: select ‘corporate’, enter the password ‘Central’. Be sure to have your WBS and GL numbers to place your order.
Frame Guidelines

  • The key design element

  • Frames should focus, separate, connect and structure

  • The frames can never be empty

  • Frames should match car color, be sampled from color photography or chosen from design colors for black & white arrangements

  • Frame colors: 2 colors per page maximum

  • Frames must bleed off of at least 1 edge

  • No more than 3 frames per page

  • If 2 or 3 frames are used, they touch each other on at least 1 side. They may not overlap and no space should be between the frames

  • Frames can be placed inside other frames. Inner frame must come into contact with the outer frame on at least 2 sides

  • Frames that touch each other must be different colors. Use only grey with a body color, or white with a body color.

  • Do not use a yellow frame around a full page, only around a portion of the page, being sure to leave a significant black space

  • Standard Frame WIDTHS Online: 300x250, 7 pixels 728x90, 7 pixels 160x600, 7 pixels 468x60, 7 pixels Print Full page (13”x21”), 26 pts Half page (13”x10.5”), 13.5 pts Quarter page (6.75”x10.5”), 13.5 pts OOH 14x48, 18 pts @ .5”= 1’ 30 Sheet, 15 pts @ .5”=1’Colors

  • When using approved artwork, frame and main design elements must sample colors from the car image (e.g., if ad pictures a Chili Red MINI, frame should also be Chili Red)

  • If using artwork with multiple car colors a white or grey frame must be used

  • White and dark grey can always be used as frame colors

  • Use the design colors with black& white images, text or illustrations. When using color imagery, sample any color from image

  • Design colors are for highlighting purposes and with the exception of graphics and tables, do not appear as background colors

  • Communication colors are unlimited and must emphasize/ complement image or graphic used

  • Communication colors are used with color images only

  • Frame color can be used to emphasize prominent color in image.
  • Frame color can not be arbitrary color.
  • Please note that frame color should always match exterior car color.
  • If the asset has more than one color car in it, a grey frame should be used.
Car Color Guidelines

  • When using approved artwork, frame and main design elements must sample colors from the car image (e.g., if ad pictures a Chili Red MINI, frame should also be Chili Red)

  • If using artwork with multiple car colors a white or grey frame must be used

  • For complete car color chart, see pages 11-13 See next page for visual reference.

  • Please note that frame color should always match exterior car color.
  • If the asset has more than one color car in it, a grey frame should be used.

  • Exterior Car Color Formulas for r55, r56, r57, R58 and r59 FOR MY13

  • EXTERIOR CAR COLOR FORMULAS FOR R60 AND R61 FOR MY13

  • Exterior Car Color Formulas for MINI NEXT

Naming Conventions
  • Always use ALL CAPS for MINI
  • MINI is never italicized
  • No other logotypes or symbols.
  • MINI wordmark always in ALL CAPS.
  • No hyphenation
  • MINI-Service
  • MINI-SERVICE
  • MINI Mini Unless referring to a classic Mini
  • Plural: “MINI.” Never, ever MINIs or even MINI’s
  • Singular and plural references to MINI are as follows: 1 MINI, 2 MINI, 3 MINI, etc.
  • Certain words should be capitalized when they follow MINI, such as the “d” in MINI Dealer & the “o” in MINI Owner. If dealer or owner do not follow MINI, they should stay lowercase.
  • MINI URLs should be in all caps and MINI should be in bold. MINIUSA.COM
  • MINI Dealer URLs should be in all caps and MINI should be in bold. ANYTOWNMINI.COM
  • MINI (the plural of MINI is also MINI, never “MINIs”; possessive form is MINI’s)
  • MINI Cooper
  • MINI Cooper S
  • MINI Dealer (the “d” in dealer should be capitalized when following MINI. Left lowercase when not. For any type of CTA, please do not replace dealer with dealership, it should be “FIND A DEALER”)
  • MINI Motorer (the “m” in motorer should be capitalized when following MINI. Left lowercase when not.) MINI Motoring Advisor
  • MINI Owner (certain words should be capitalized when they follow MINI, such as the “d” in Dealer & the “o” in Owner. If dealer or owner do not follow MINI, they should stay lowercase.)
  • Model names (they come last: MINI Cooper S Clubman, not “MINI Clubman Cooper S”)
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