t o y o t a p ar t s & ser vice s tyle guide

TO

YO

TA

PA

RT

S &

SE

RV

ICE

Sty

le G

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“”

A consistent brand

communication strategy will

attain recognition and create

loyalty among our customers.

The Toyota Parts & Service style

guide serves as an umbrella to a

new unified look and feel for all

Toyota Parts & Service department

printed and online communication

pieces. Within this style guide you

will find information about fonts,

color palettes, and printing

processes, and usage guidelines for

the new Toyota Parts & Service

logo. The logo, together with

consistent fonts and colors, will

create a familiar look among all of

our communication pieces and

establish an immediate connection

to the Toyota brand.

A consistent brand communication

strategy will attain recognition and

create loyalty among our customers.

Our new look reinforces Toyota’s

Moving Forward campaign, which

will result in communicating a

stronger, more consistent image to

our Toyota Parts & Service customers.

The following pages provide

usage guidelines for Toyota

Parts & Service promotional

and communication materials.

Consistency is the key to

developing a powerful brand

image; therefore every

communication is significant

enough to fall within these

guidelines.

If you have questions regarding

the Toyota Parts & Service style

guide, or have questionable

situations not addressed in the

information presented here,

please contact:

Heidi Shurtz

of Toyota Parts & Service

at 310-468-7635

TOYOTA PARTS & SERVICE | Introduction to the Style Guide

iToyota Parts & Service Style Guide | v1.0

LOGO TREATMENTS

Introduction to the New Toyota Parts & Service Logo . . . . . . . . . . . . . . . .1

Configurations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2

Using the Toyota Parts & Service Logo

with the Toyota and Moving Forward Logo

Proportioning and Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3–4

Size and Format for Print and Interactive

White Space Zone

Reversed Logos and Other Exclusions

Color application . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

Appropriate Logo Colors

Two-Color Treatment

Grayscale Treatments

Improper Use of Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6–7

PROMOTIONAL MATERIAL COLOR PALETTE

Primary and Accent Color Palettes . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8–10

Primary and Accent Colors

Color Palette Options

Sample Color Palettes

Tone Scale for Background Intensity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

“30/70” Rule

FONTS

Introduction to Fonts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

Headlines and Subheads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

Font Licensing/Downloading Fonts

Body Copy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13

Legal Copy/Footnotes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13

POWER POINT PRESENTATION

Image Quality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

Contrast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

Clutter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

GLOSSARY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15–16

TOYOTA PARTS & SERVICE | Table of Contents

Toyota Parts & Service Style Guide | v1.0 ii

The new Toyota Parts & Service

logo is our signature. It reflects

Toyota’s dedication to deliver the

best possible customer service

achievable and complements

the renowned craftsmanship of

the Toyota vehicle. This brand

signature is the one visual

that must accompany every

communication piece delivered

from our department.

The Toyota Parts & Service

logo is designed to complement

the Toyota brand, as well as

reinforce Toyota’s Moving Forward

campaign. It is contained and

balanced, and in its entirety

suggests stability, dependability

and quality.

Breaking the elements of the

logo down, the oval shape is

reminiscent of the Toyota brand

mark. A ribbon gracefully

interacts with the oval and

contains the Toyota logo. The

ribbon is the symbol of quality,

dependability and an award-

winning company. In addition, it

may be interpreted as a road,

which represents forward thinking

and progression.

LOGO TREATMENTS | Introduction to the New Toyota Parts & Service Logo

1Toyota Parts & Service Style Guide | v1.0

The Toyota Parts & Service logo is also

available in colored and grayscale versions.

In addition, each version is supplied in a

variety of electronic formats.

You will also find a variety of saved files

in various versions. They are labeled as

vector or rasterized files. As a basic rule,

vector-based files [Illustrator (ai, eps, pdf)]

are used for print, while rasterized files

[PhotoShop (jpg, pct, psd, tif)] are for

online use.

Two-color version

“”

The logo in its entirety

suggests stability,

dependability...forward

thinking and progression.

Grayscale version

ELECTRONIC FILE FORMATS

Electronic two-color versionsand grayscale versions of theToyota Parts & Service logo, in both positive and reversedform, may be downloaded from the Toyota Web site atwww.partsandservicecoop.com.

Keeping logo configurations

consistent will help maximize the

brand impact.

LOGO TREATMENTS | Configurations

2 Toyota Parts & Service Style Guide | v1.0

USING THE TOYOTA PARTS & SERVICE

LOGO WITH THE TOYOTA LOGO

When the Toyota Parts & Service logo

appears with the Toyota logo, it should

always be secondary to the major brand.

Therefore, the Toyota logo should appear

in the lower right corner of each print

piece, and the Toyota Parts & Service

logo to the left. Depending on the overall

balance of the printed piece, the Toyota

Parts & Service logo may appear in the

lower left or middle. However, it must

appear left of the Toyota logo.

When the Toyota Parts & Service logo

appears with the Moving Forward logo, it

should always be secondary to the major

brand. Therefore, the Moving Forward

logo should appear in the lower right

corner of each print piece, and the Toyota

Parts & Service logo to the left. Depending

on the overall balance of the printed

piece, the Toyota Parts & Service logo

may appear in the lower left or middle.

However, it must appear left of the

Moving Forward logo.

“

”

You can say the right thing

about a product and nobody

will listen. You’ve got to

say it in such a way that

people will feel it in their

gut. If they don’t feel it

nothing will happen.

—William Bernback

The Toyota Parts & Service logoshould always appear left of theToyota logo.

The Toyota Parts & Service logoshould always appear left of theMoving Forward logo.

USING THE TOYOTA PARTS & SERVICE

LOGO WITH THE MOVING FORWARD LOGO

To maintain design integrity,

reproduce the Toyota Parts &

Service logo in the appropriate

size for the application. Follow

the minimum size requirements.

LOGO TREATMENTS | Proportioning and Positioning


SIZE AND FORMAT FOR PRINT

When using the Toyota Parts & Service

logo in print, the overall size of your

communication piece will determine the

size of the logo that should be used. As a

general rule, the logo should never appear

smaller than 3/4”. The logo must appear

in proportion to the overall size of the

printed piece.

SIZE AND FORMAT FOR INTERACTIVE

Video demands crisp and clear images,

so maintain a logo scan height of at least

36 scan lines on a 720 x 540 scan screen.

MINIMUM REPRODUCTION SIZE

Print 3/4” (19 mm)

MINIMUM REPRODUCTION SIZE

Interactive 72 pixels (preferred size, 98 pixels)

DIGITAL FILE FORMATS

Provide logos digitally at 100% of the final sizeas a 72-dpi PhotoShop PICT file at 640 x 480. Be sure to make your artwork TV-safe.



When using the Toyota Parts &

Service logo, always remember

the white space. This white space

forms a “neutral zone” within

which no other graphic elements,

such as typography, images or

borders, may appear or intrude.

Do not modify the logo by

distorting its shape.

LOGO TREATMENTS | Proportioning and Positioning


WHITE SPACE ZONE

The white space around the logo must

equal the X height of the Toyota logotype.

REVERSED LOGOS

AND OTHER EXCLUSIONS

It is not recommended for the logo

to appear in reversed or negative form.

Do not allow the Toyota Parts & Service

logo to bleed off the page.

Cyan dotted lines represent theminimum amount of whitespace allowed. “X” isdetermined by the height of theletter “T” in Toyota.

The preferred display of the

Toyota Parts & Service logo is in

its two-color form, Pantone186

and black on a white background;

however, if you are not printing

in CMYK and/or the specified

Pantone colors, the logo may

appear in grayscale.

LOGO TREATMENTS | Color Application


APPROPRIATE LOGO COLORS:

TWO-COLOR TREATMENT

BLACK | PANTONE® BLACK 3

When printing four-color, substitute

C60, M0, Y60, K91 for Pantone® Black 3.

RED | PANTONE® 186

When printing four-color, substitute

C0, M100, Y100, K10 for Pantone® 186.

BLACK | PANTONE® BLACK 3

C 60% R 010

M 0% G 018

Y 60% B 010

K 91%

RED | PANTONE® 186

C 0% R 255

M 100% G 051

Y 100% B 000

K 10%

CONTRAST

If the background color/image is 70% black or darker, the logomay appear reversed out.

GRAYSCALE TREATMENT

For one-color printing, use 100% black.

BLACK

C 0% R 000

M 0% G 000

Y 0% B 000

K 100%



“

”

The most important

word in the vocabulary of

advertising is TEST. If you

pretest your product with

consumers, and pretest your

advertising, you will do well

in the marketplace.

—David OgilvyAdvertising Executive

To maintain the integrity of the

Toyota Parts & Service logo, it

should never be altered or

misused. The misuse of the logo

in terms of configuration,

proportioning and color

undermines the effort to create a

unified look. These guidelines

should be followed without fail.

The samples shown are

representative of unacceptable

uses of the logo. To maintain the

integrity of the logo, it is

important that you do not use

variations of the logo.

LOGO TREATMENTS | Improper Use of Logo


Correct two-colored version. Correct grayscale version.

Never reproduce in an unauthorized color. Never reproduce in a monochromatic color otherthan grayscale.

Never alter the font or text. Never distort the logo (i.e. scaling of the logothat’s not in exact proportion).

Never distort the logo (i.e. skewing the logo). Never add gradations or textures.

LOGO TREATMENTS | Improper Use of Logo


Never change the logo by using different shapesother than the oval.

Never overprint the logo by straddling two color fields.

Never reverse the logo from a color. Never reproduce over a complicated orpatterned background or over color of a similarvalue. This will reduce legibility.

Never distort the logo by adding filters (i.e. embossing)

Never distort the logo by adding filters

Never distort the logo by adding filters Never rotate the logo on it’s side or turn itupside down.

Never flip the logo horizontally or vertically.

Never flip the logo horizontally or vertically.



Consistent use of colors

creates a cohesive look and

feel throughout the different

campaigns. Therefore, a color

palette has been chosen that will

reinforce the Toyota brand, and

allow flexibility and creativity.

The palette should be looked

upon as a reference tool.

Primary colors should be used

for the major portion of the

communication piece, while

accent colors should be used

to enhance, not overpower,

the primary colors.

PROMOTIONAL MATERIAL COLOR PALETTE | Primary and Accent Color Palettes


PMS 549

C 52% R 094M 6% G 153Y 0% B 170K 25%

PMS 4685

C 0% R 237M 7% G 211Y 14% B 188K 4%

PMS 541

C100% R 000M 57% G 063Y 0% B 119K 38%

PMS 5405

C 58% R 063M 17% G 096Y 0% B 117K 46%

PMS 392

C 7% R 132M 6% G 130Y100% B 005K 49%

PMS 1815

C 0% R 125M 90% G 013Y100% B 000K 51%

PMS BLACK 3

C 60% R 010M 60% G 018Y 0% B 010K 91%

PMS 541

CMYK

PMS 5405

CMYK

PMS 392

CMYK

PMS 186

C 0% R 255M100% G 051Y100% B 000K 10%

PMS 130

C 0% R 234M 30% G 175Y100% B 015K 0%

PMS 159

C 0% R 198M 66% G 096Y100% B 005K 7%

PMS 363

C 68% R 061M 0% G 142Y100% B 051K 24%

PMS 376

C 50% R 127M 0% G 186Y100% B 000K 0%

PRIMARY COLORS

ACCENT COLORS

CMYK percentages and RGBvalues listed are based onPantone solid to process colorson coated stock and should beused as an approximate guideonly. Color copy machines andmonitors will vary slightly.

To further your creativity,

there are two unique palettes to

choose from. For a brighter and

more energetic feel, use color

selections from palette option

“one,” which incorporates

Pantone 376 and Pantone 363,

and eliminates Pantone 392.

For a more sophisticated and

rich feel, use color selections

from the second palette, which

incorporates Pantone 392, and

eliminates Pantone 376 and

Pantone 363.



PMS 186 PMS 549 PMS 130 PMS 4685 PMS 376

COLOR PALETTE OPTION #1


PMS BLACK 3


COLOR PALETTE OPTION #2

PMS 541 PMS 5405 PMS 159 PMS 1815

PMS BLACK 3

NOTE

The colors on this page are notprinted in Pantone colors, buthave been simulated in CMYK.Please refer to the PantoneMatching System Color Book forprecise Pantone colors.

The amount of colors to use is

directly proportional to the size

of a project. However, always

remember that more doesn’t

equate to better. Avoid using

too many colors in any

communication piece. Keep

it simple and use accent colors

sparingly and tastefully.



SAMPLE COLOR PALETTES

Below are a few suggested color mix

examples. However, don’t feel limited to

these color mixes only.

1815

5405 549

5405

black392

130

541

376

363

5405

black

1815

4685 130

4685

1815

5405 130

1815

5405 130

PHOTOGRAPHY

To create a more engagingcommunication piece, considerusing photography orillustrations. Your palette colorsshould complement and notcompete with the colors of thechosen image(s) or illustrations.PhotoShop images should beCMYK format, at 300+ d.p.i., at100% of actual used size.Images may be scaled down,but NOT enlarged within thedesign program.

ART DIRECTION

Take logo signature positioninginto account when art directing,shooting new photography orselecting stock photography.

“”

Many small things have

been made large through

the right advertising.

—Accon

Careful use of tints can

help provide visual clarity and

legibility. Use tints sparingly to

highlight levels of information.

When overprinting or reversing

text, logo, and/or graphics from

the recommended color palette,

the “30/70” rule should apply.

QUICK REFERENCE

Grayscale

A range of accurately known shades

of gray printed out for use in

calibrating those shades on a display

or printer.

Tints

A shade of a single color or

combined colors.

PROMOTIONAL MATERIAL COLOR PALETTE | Tone Scale for Background Intensity


“30/70” RULE

When the tinted color is converted

to grayscale, the general rule of thumb is

anything equivalent to 30% black or below

may be overprinted; anything equivalent

to 70% black or above may be reversed

out. However, reversing or overprinting the

copy or the color should be avoided when

it falls between 31% black and 69% black.

100 90 80 70 60 50 40 30 20 10

100 90 80 70 60 50 40 30 20 10

100 90 80 70 60 50 40 30 20 10

100 90 80 70 60 50 40 30 20 10

100 90 80 70 60 50 40 30 20 10

100 90 80 70 60 50 40 30 20 10

100 90 80 70 60 50 40 30 20 10

100 90 80 70 60 50 40 30 20 10

100 90 80 70 60 50 40 30 20 10

100 90 80 70 60 50 40 30 20 10

100 90 80 70 60 50 40 30 20 10

The header and body copy

typefaces have been selected

from the array of current Toyota-

designated fonts along with their

compatibility with the Toyota

Parts & Service logo. All have

been chosen for their clean

lines, outstanding legibility and

compatibility with one another.

Use the selected fonts for all of

your communications, including

all promotional materials,

stationery and Internet ads.

Using approved fonts will convey

a consistent unified look and feel

among all communication pieces.

FONTS | Headlines and Subheads


Interstate RegularABCDEF | abcdef | 1234567890The quick brown fox jumped over the lazy dog.

Interstate BoldABCDEF | abcdef | 1234567890The quick brown fox jumped over the lazy dog.

Interstate Regular CondensedABCDEF | abcdef | 1234567890The quick brown fox jumped over the lazy dog.

Trade Gothic Bold Condensed ObliqueABCDEF | abcdef | 1234567890The quick brown fox jumped over the lazy dog.

HEADLINES AND SUBHEADS

Headlines should be set in either the

Interstate or Trade Gothic family suite,

preferably in all caps or initial caps. Avoid

tracking type less than 0. As a general rule,

use color rather than weight to create

order in information. For type, always use

solid color, never tints.

Subheads should be set in the same

typeface as your header at a size ratio of

approximately 3:2. Avoid tracking type less

than 0. For type, always use solid color,

never tints.

FONT LICENSING/

DOWNLOADING FONTS

The selected Toyota Parts &Service fonts should currently bepart of your existing font library.However, all typefaces can bepurchased in electronic formatfrom Adobe Systems, Inc. Calltoll-free at 800-833-6687.

FONTS | Body Copy and Legal Copy/Footnotes


Helvetica Neue LightABCDEF | abcdef | 1234567890The quick brown fox jumped over the lazy dog.

Helvetica Neue Light ObliqueABCDEF | abcdef | 1234567890The quick brown fox jumped over the lazy dog.

Helvetica Neue RomanABCDEF | abcdef | 1234567890The quick brown fox jumped over the lazy dog.

Avenir LightABCDEF | abcdef | 1234567890The quick brown fox jumped over the lazy dog.

Avenir Light ObliqueABCDEF | abcdef | 1234567890The quick brown fox jumped over the lazy dog.

BODY COPY AND

LEGAL COPY/FOOTNOTES

Body copy should be set in Avenir Light

or Helvetica Neue Light, and if a heavier

font is needed, use Helvetica Neue

Roman. Strive for airspace in the leading

(space between each line). When fitting

copy, avoid tracking type less than –2.

For type, always use solid color, never tints.

Legal copy and footnotes should be

set in Avenir Light Oblique or Helvetica

Neue Light Oblique. It’s preferred that

legal copy and footnotes be set between

6 and 8 point sizes. When fitting copy,

avoid tracking type less than –1. Always

use solid color, never tints, for type.

“

”

Vigorous writing is concise.

A sentence should contain

no unnecessary words, a

paragraph no unnecessary

sentences, for the same

reason that a drawing should

have no unnecessary lines

and a machine no

unnecessary parts.

—William Strunk Jr.

PowerPoint presentations

provide the audience with

key points and simple visual

aids. Therefore, keep pages

uncluttered and easy to read.

Keep copy short and minimize

the use of complex builds

and animations.

POWER POINT PRESENTATION


IMAGE QUALITY

Avoid complicated images and

illustrations, and make sure they are large

enough to be viewed clearly on-screen.

When importing Photoshop images

into PowerPoint, images should be RGB

format, at 100 d.p.i., at 100% of actual

used size. Images may be scaled down,

but NOT be enlarged within PowerPoint.

CONTRAST

Ensure that images don’t blend into

the background or contain dark images

in a box outlined in a color lighter than

the background.

CLUTTER

Avoid using too many words, colors

and images on a page. Less is better

than more.

GLOSSARY | Common Print Terms


B

BINDERY

The finishing department of a print

shop or firm specializing in finishing

printed products.

BLEED

Printing that goes to the edge of the

sheet after trimming.

BLUELINE

A blue photographic proof used to

check position of all image elements.

BRIGHTNESS

The brilliance or reflectance of paper.

BUTT

Joining images without overlapping.

C

CALIPER

Paper thickness in thousandths

of an inch.

COATED PAPER

Clay coated printing paper with a

smooth finish.

COLLATE

A finishing term for gathering paper in a

precise order.

COLOR CORRECTION

Methods of improving color separations.

CONTRAST

The tonal change in color from light

to dark.

CROMALIN

Trade name for DuPont color proofs.

CROP

To cut off parts of a picture or image.

CROP MARKS

Printed lines showing where to trim a

printed sheet.

CROSSOVER

Printing across the gutter or from

one page to the facing page of

a publication.

CYAN

One of four standard process

colors—the blue color.

D

DENSITOMETER

A quality control devise to measure the

density of printing ink.

DENSITY

The degree of color or darkness of an

image or photograph.

DIE CUTTING

Cutting images in or out of paper.

DOT

An element of halftones. Using a loupe

you will see that printed pictures are

made of many dots.

DOT GAIN OR SPREAD

A term used to explain the difference in

size between the dot on film and paper.

DOTS PER INCH (D.P.I.)

A resolution unit indicating the number

of dots printed per inch

DRAW-DOWN

A sample of ink and paper used to

evaluate ink colors.

DROP-OUT

Portions of artwork that do not print.

DUOTONE

A halftone picture made up of two

printed colors.

E

EMBOSS

Pressing an image into paper so that it

will create a raised relief.

F

FLOOD

To cover a printed page with ink,

varnish or plastic coating.

FOUR-COLOR PROCESS

The process of combining four basic

colors (cyan, magenta, yellow, black) to

create a printed color picture or colors

composed from the basic four colors.

G

GLOSS

A shiny look reflecting light.

GRAYSCALE

A range of accurately known shades of

gray printed out for use in calibrating

those shades on a display

or printer.

H

HAIRLINE

A very thin line or gap about the width

of a hair or 1/100 inch.

HALFTONE

Converting a continuous tone to dots

for printing.

HICKEY

Recurring unplanned spots that appear

in the printed image from dust, lint or

dried ink.

K

KNOCK OUT

To mask out an image.

L

LINES PER INCH (L.P.I.)

The number of rows of dots per inch

in a halftone.

M

MAGENTA

Process red, one of the basic colors

in process color.

MATCHPRINT

Trade name for 3M integral color proof.

MATTE FINISH

Dull paper or ink finish.

MOIRE

Occurs when screen angles are wrong,

causing odd patterns in photographs.

O

OPACITY

The amount of show-through on a

printed sheet. A higher opacity equates

to less show-through.

P

PICA

Unit of measure in typesetting.

One pica = 1/6 inch.

PMS

The abbreviated name of the Pantone

Color Matching System.

POINT

For paper, a unit of thickness equaling

1/1,000 inch. For typesetting, a unit of

height equaling 1/72 inch.

PROCESS BLUE

The blue or cyan color in

process printing.

PROCESS COLOR

Cyan (blue), magenta (process red),

yellow (process yellow), black (process

black).

S

SADDLE STITCH

Binding a booklet or magazine with

staples in the seam where it folds.

SCORE

A crease put on paper to help

it fold better.

SCREEN ANGLES

Frequently a desktop publisher’s

nightmare. The angles at which halftone,

duotones, tritones and color separation

printing films are placed to make them

look right.

SELF-COVER

Using the same paper as the text

for the cover.

SIDE STITCH

Binding by stapling along one side

of a sheet.

SIGNATURE

A sheet of printed pages that,

when folded, become a part of a

book or publication.

SPECIFICATIONS

A precise description of a print order.

SPINE

The binding edge of a book or

publication.

SPOT VARNISH

Varnish used to highlight a specific part

of the printed sheet.

T

TINTS

A shade of a single color or combined

colors.

TRIM MARKS

Similar to crop or register marks. These

marks show where to trim the printed

sheet.

TRIM SIZE

The final size of one printed image after

the last trim is made.

U

UV COATING

Liquid laminate bonded and cured with

ultraviolet light. Environmentally friendly.

V

VARNISH

A clear liquid applied to printed

surfaces for looks and protection.

(UV coating looks better.)

W

WIRE O

A bindery trade name for mechanical

binding using double loops of wire

through a hole.

WIRE O BINDING

A method of wire binding books along

the binding edge that will allow the

book to lay flat using double loops.

(See Wire O.)

Toyota Parts & Service Style Guide | v1.016

GLOSSARY | Common Print Terms

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