Luther Brand Standards

Luther
Brand
Standards

Brand Standards

Table of Contents

3 Luther Logo Standards
5 Color
6 Typefaces
7 We Buy Logo
8 Other Luther Logos
9 Print Ad Standards

2

Brand Standards

Dealer Logos

Color Logo Color Reverse Logo

BW Logo BW Reverse Logo BW Liner Logo

Luther Automotive Group Logos

3

Brand Standards

Logo Don’ts

Huge Savings! ITC Kabel should never be used for any text other than dealership
names. (See page 7)

Do not scale logo.

Do not use manufacturer logos in conjunction with
the Luther logo.

In alternate versions of the Luther logo, never place the car on the
left side of Luther. When using only the car, keep it to the right
of other objects whenever possible.

Never place the logo over a busy background image. Do not add a
stroke to any of the Luther logos.

Never change the direction the car faces. It should always be
facing the left, never to the right. Never change colors within
the Luther Logo. Only use spot colors, Pantone 186 Red &
Pantone 108 Yellow. (See page 6)

Do not add a stroke to any of the Luther logos.

4

Brand Standards

Luther Colors 100% Black 40% Black
20% Black
PANTONE 186 Red
CMYK = 0c 100m 81y 4k
RGB = 207r 20g 43b

PANTONE 108 Yellow
CMYK = 5c 10m 100y 0k
RGB = 246r 216g 9b

PANTONE 186 Red PANTONE 108 Yellow 40% Black 20% Black

5

Luther Typefaces Brand Standards

ITC KABEL - BOLD
(Luther Logo ONLY, not to be used for headlines or copy)
abcdefghijklmnopqrstuvwxyz
ABCBEFGHIJKLMNOPQRSTUVWXYZ
0123456789

1.800.269.9420 TRADE GOTHIC LT STD - BOLD NO. 2
(Headline)
RudyLutherToyota.com abcdefghijklmnopqrstuvwxyz
ABCBEFGHIJKLMNOPQRSTUVWXYZ
0123456789

And we’ll buy it - even if you don’t buy from us. ALL makes TRADE GOTHIC LT STD - REGULAR
and models, ALL price ranges! We’ll quote ANY vehicle, (Body Copy)
regardless of condition. If you accept, you’ll walk away
with the cash. You’ll never find a simpler, abcdefghijklmnopqrstuvwxyz
safer way to sell your car. ABCBEFGHIJKLMNOPQRSTUVWXYZ
0123456789

Hopkins Honda & HELVETICA NEUE LT STD - HEAVY CONDENSED
Brookdale Honda (Alternate Headline)
abcdefghijklmnopqrstuvwxyz
ABCBEFGHIJKLMNOPQRSTUVWXYZ
0123456789

*All Toyota Certified Vehicles come with 2.9% APR financing for 60 months. 2.9% APR financing for 60 HELVETICA NEUE LT STD - CONDENSED
months based on $17.92/$1000 financed. No down payment required if qualified. $75 doc fee. Delivery must (Alternate Body Copy)

be taken from available dealer stock. On approved credit. Includes 12-month/12,000 mile Comprehensive abcdefghijklmnopqrstuvwxyz
Warranty and 7-year/100,000 Limited Powertrain Warranty. See dealer for details. Offer ends 10/31/11. ABCBEFGHIJKLMNOPQRSTUVWXYZ
0123456789

6

Brand Standards

We Buy Logo

Do not change the angle Do not use adjust the
of the Logo. logo background.

Do not use without
Luther car logo.

We Will Pay Cash For Your Vehicle. Your car could be worth more than you think!
And we’ll buy it — even if you don’t buy from us. ALL makes and models, ALL price ranges!
We’ll quote ANY vehicle, regardless of condition. If you accept, you’ll walk away with the
cash. You’ll never find a simpler, safer way to sell your car.

We Will Pay Cash For Your Vehicle. We Will Pay Cash For Your Vehicle.

Your car could be worth more than you think. Your car could be worth more than you think.

And we’ll buy it - even if you don’t buy from us. ALL makes And we’ll buy it - even if you don’t buy from us. ALL makes
and models, ALL price ranges! We’ll quote ANY vehicle, and models, ALL price ranges! We’ll quote ANY vehicle,
regardless of condition. If you accept, you’ll walk away regardless of condition. If you accept, you’ll walk away
with the cash. You’ll never find a simpler, with the cash. You’ll never find a simpler,
safer way to sell your car. safer way to sell your car.

We Will Pay Cash For Your Vehicle. Your car could be worth more than you think!
And we’ll buy it — even if you don’t buy from us. ALL makes and models, ALL price ranges!
We’ll quote ANY vehicle, regardless of condition. If you accept, you’ll walk away with the
cash. You’ll never find a simpler, safer way to sell your car.

7

Brand Standards

True Zero Leasing

Nothing Due Up Front. Zero Means ZERO.

“Zero Down” doesn’t always mean “Zero Down”. At Luther, though, it really does.
With qualifying credit, absolutely ZERO due at signing...NO tax...No license!
Luther even makes your first payment!

Nothing Due Up Front. Zero Means ZERO.

“Zero Down” doesn’t always mean “Zero Down”. At Luther, though, it really does.
With qualifying credit, absolutely ZERO due at signing...NO tax...No license!
Luther even makes your first payment!

Holiday Card

8

Baselines Brand Standards

6 Column For all ads that are not full
6 Column page spreads, a 2 pt border
3 Column must be used, as shown.
3 Column
2 Column 9
2 Column