Visual Identity 2012To Better Places

TABle of conTenTs

INTRODUCTION

Company introduction

President’s introduction 1

Yamaha brand 2

CORPORATE MESSAGES

Brand position 7

Kando 9

Art of Engineering 10

GENERAL GUIDELINES

Photography 11

Tone of voice 15

CORPORATE IDENTITy

Elements

Corporate logos / landscape 17

Corporate logos / portrait 18

Corporate logos / incorrect use 21

Corporate colours 22

Corporate fonts 23

Logo combination 25

White frame and decals rules 36

APPLICATIONS

Stationery

Letterhead 39

Fax sheet 40

Memo 41

Envelope & address sticker 42

Compliments slip & business card 43

Standard email signature 44

Advertising

Introduction 45

Factsheets 46

Brochure covers 47

Posters 54

Posters / consumer full line-up 55

Posters / dealer full line-up 57

Corporate ads 59

Corporate ads / portrait 60

Corporate ads / landscape 62

Corporate ads / samples 63

Corporate ads / portrait 66

Product ads / portrait right 68

Product ads / portrait left 70

Product ads / square right 72

Product ads / square left 74

Dealer ads 76

Boat builder ads 82

Promotional ads 86

Promotional ads / portrait right 88

Promotional ads / portrait left 92

POS material 96

Digital communication

Corporate PowerPoint template 102

Internet 103

Video and television 104

Merchandising 105

Powered by Yamaha merchandise 107

Vehicles

Company trucks and dealer vehicles 110

Packaging 112

Shows 113

CONCLUSIONS 117

1

InTRoDUcTIon / company introduction

Yamaha Motor Europe President’s introduction

The Yamaha brand can only be strengthened if our customers are totally satisfied with

our products and services. Our aim is for all customers – both current and potential

ones – to see Yamaha as the number one brand when considering the purchase of a

powered vehicle.

However, in the current global economic climate, consumers have become more

cautious in their spending habits. High-quality products, or great after-sales service,

are no longer enough; what attracts consumers is a brand they can understand, trust,

and become loyal to.

To this end, the European Yamaha Motor marketing strategy marks a shift away from

product marketing, and towards brand and consumer marketing.

As a brand, we already enjoy a great number of strengths – from our peerless reputation

for innovation, to our success with a large number of well-regarded sub-brands – from

the R1, the VMAX, and the TMAX, to our highly reliable outboard engine range, our

wide range of ATVs, and our cutting-edge snowmobiles.

However, until now, we have lacked a defining cross-product brand position. Current

and prospective customers knew the Yamaha name, but both groups struggled to

define exactly what it stood for.

What was required was a brand position that matched popular perceptions of Yamaha,

which offered equal relevance to all our total product ranges, and which remained

in-line with our global corporate philosophy, Kando*.

This, we concluded, would allow us to reach the widest audience possible, and to

inspire maximum consumer awareness and confidence in the Yamaha brand.

We are now pleased to announce this brand position, which has been defined as

follows:

“Yamaha inspires you to go to better places, to get more out of every day, and more

out of life through powered personal mobility.”

In this manual, you will find everything you need to know on the brand position and

how it affects our communication directions, photographic directions, tone of voice

guidelines and Visual Identity guidelines.

Thank you for helping us to reach out to both new and existing Yamaha customers.

Mr. H. Yamaji

President

Yamaha Motor Europe N.V.

* Kando is a Japanese word for the simultaneous feelings of deep satisfaction and intense excitement that people experience when they encounter something of exceptional value.

President’s introduction

2 3

Yamaha brand

Our personality

Our customers

As brand we are:

Open and authentic: We value our customers, society and the environment while

staying true to our core business and identity.

Surprising: We love to be challenged and in the process exceed customer expectations.

Refined: Our commitment to customers around the world is to develop and

produce high-quality and innovative products, services and corporate activities. The

Yamaha brand stands for refined, intelligent design, with equal focus on performance

and beauty.

Because of the broad range of products we offer, our customers are a large and diverse

group. They come from all walks of life and all age groups, from teenagers to seniors,

but share broadly similar attitudes and outlooks:

• They express a desire to move and be active individually or as part of a social

group.

• They relish challenges, both physical and mental.

• They are interested in convenience and ease of use.

• In terms of personal mobility, they value sportiness, adrenaline, adventure and

reliability.

• They are focused on a sense of accomplishment, place importance on having fun

and family values and have respect for tradition; they are self-disciplined and

capable of expressing themselves and their character (both during their working

life and their leisure time).

Each customer is unique in their own way, with highly individual aims and desires.

However, at its core, our attitude towards all our customers remains the same.

See the brand position section for an explanation of this on page 5.

InTRoDUcTIon / company introductionYamaha brandInTRoDUcTIon / company introduction

Our symbol

Yamaha brand

Our values

Brands are formed by a unique combination of qualities. This page is intended as a

general reference point for you, for use when any aspect of Yamaha’s branding needs

clarifying. The Yamaha brand may be divided into the following key areas:

• Our symbol

• Our values

• Our personality

• Our customers

• Our benefits

• Our brand position

The logo showing three crossed tuning forks has been our symbol since 1955, when

the Yamaha Motor Company was founded. It represents several different things:

• The harmony between three key activities of our business: manufacturing,

marketing and technology.

• Our customers, whether individuals or groups.

• The outer ring encircling the forks reflects the co-operation of all members of

the Yamaha family, fostering a corporate culture where all employees feel proud

of Yamaha.

We use the Tuning Fork consistently, so people recognise and remember it as the

distinctive mark of Yamaha. However, it is always combined with the word ‘Yamaha’.

The only time the symbol is shown in isolation is on the badge of the products.

Sporty: Yamaha products are designed for dynamic people who enjoy what they do:

for some, it’s simply about having fun; for others it’s all about a sense of excitement.

Yamaha thrives on competition and loves to play.

Innovative: We may be a leader in the outdoor sport, utility and leisure fields, but we’re

never complacent. We’re always exploring, looking to push the boundaries of human

achievement – our own, and those of our customers. See the Art of Engineering

section for more information on this.

Engaged: Being open, respectful and always curious about our customers concerns,

is crucial to our success. By being engaged, we earn their trust and inspire them on

a daily basis.

4 5

Yamaha brand Yamaha brandInTRoDUcTIon / company introduction InTRoDUcTIon / company introduction

Our brand position A brand position is a short, easy-to-understand statement which describes what makes

a brand unique.

Our brand position is, in many ways, a synopsis of everything we’ve described so far.

Our foundation, our personality, the performance of our products and the emotional

experience we offer, all come together in one big idea:

“Yamaha inspires you to go to better places; to get more out of every day, and more

out of life through powered personal mobility.”

For more information on our brand position, please visit the brand position section

of this manual on page 6 & 7.

Our benefits We offer our customers a combination of the following:

• Mobility – on a purely functional level, Yamaha products take their users from A

to B – whether that’s a daily commute or a round-the-world trip. It is a simple

and obvious point, but an important one.

• Excitement – whether our customers purchase an ATV, an outboard engine or

a motorcycle, they are gaining entry to an exciting, active, outdoor lifestyle.

Sharing and evoking this excitement is an essential part of what we do.

• Self-expression – the wide range of Yamaha products allows every user to pursue

the lifestyle they choose; solitary or in company, urban or rural, comfortable or

exhilarating.

• Fun – put simply, Yamaha products give enormous pleasure and entertainment to

their users. Communications are only truly effective if they convey this message.

• Escape – for many users, an important part of the Yamaha experience is getting

time to themselves.

• Comfort, safety and reliability: the suggestion is that users can travel far into the

unknown on a Yamaha, in total confidence.

Certain product place particular emphasis on one of these benefits above others, e.g.:

R1 = excitement

Ténéré = escape

WaveRunner = fun, comfort, safety & reliability

7

coRPoRATe messAges / Brand position

The importance of brand positioning

Yamaha’s brand position:

To create a strong bond with our consumers, Yamaha requires a clear, appealing ‘brand

position which:

• can be easily understood

• reflects what Yamaha stands for in the eyes of its existing and prospective

consumers

• allows Yamaha to become more easily distinguished from our competitors.

However, a brand position is only useful if successfully and consistently applied to all

marketing & communications materials/activities.

To Better Places: “At Yamaha, we inspire people to go to better places; to get more

out of every day; and to get more out of life through powered personal mobility.”

We do this in three ways:

• by creating high-quality, durable products with an exciting sporty feel

• by always striving to be innovative

• and by being continually engaged with customers.

What does the brand position mean?

The brand position “To Better Places” suggests the physical act of moving to

somewhere that is “better”. However, it is also used to describe a shift to a better,

more positive state of mind. Individuals who feel more positive about their lives,

might tell you that they are “in a better place”.

Yamaha should be perceived by customers as a brand that brings them to where they

want to be, physically and emotionally.

8 9

coRPoRATe messAges / Kando

The Yamaha corporate philosophy

Linking Yamaha’s brand position to Kando

How to use Kando

Yamaha’s corporate philosophy is described by a single Japanese word: Kando.

It is an easy word to understand, but difficult to explain succinctly. A commonly used

definition is ‘the sensation of profound excitement and gratification derived from

experiencing something of exceptional value.’

It is a philosophy grounded in reality and should be respected. It will not be changed.

The Yamaha brand position does not replace the Yamaha corporate philosophy,

Kando.

It has been specifically created to illustrate the idea of Kando, through its application

to all marketing and communication materials – both written and visual.

By combining the twin messages of Kando and the Yamaha brand position, we can of-

fer an ultra-strong brand identity: one that captures the imagination and aspirations

of customers.

Kando may be communicated in all marketing & communications deliverables. How-

ever, we recommend only including explanations of Kando in communications aimed

at consumers, press, dealers or business organizations who are already showing

interest in the brand, i.e.:

• brand brochures and corporate literature

• web sites: Technology pages, corporate pages of web sites

• after-sales literature.

When producing any marketing & communications materials, we ask you to consider

one very important question: do these materials reflect Yamaha’s brand position?

By consistently portraying the brand position in our overall communications to

the public, we can provide consumers with a fast, easy way to appreciate Yamaha’s

benefits, values and personality:

Benefits

• Mobility

• Excitement

• Self-expression

• Fun

• Escape

• Comfort, safety & reliability

Values

• Sporty

• Innovative

• Engaged

Personality

• Open and authentic

• Surprising

• Refined

Applying the brand position

coRPoRATe messAges / Brand position

10 11

geneRAl gUIDelInes / Photography

Photography guidelines

Yamaha photography guidelines

YMENV supports its brand image in Europe by providing you with the highest

quality photography. Images are available for download in the Media Centre section

of yamaha-identity.net.

However, if a specific additional photo shoot is required, the following guidelines must

be applied.

Strong, exciting photography can directly drive consumer passion and appeal for

Yamaha products.

All photography produced should reflect the Yamaha brand position:

“Yamaha takes you To Better places; we inspire you to get more out of every day;

and more out of life through powered personal mobility.”

This, in turn, reflects the key benefits, values, and personality of Yamaha.

Benefits Values Personality

Mobility Sporty Open and authentic

Excitement Innovative Surprising

Self-expression Engaged Refined

Fun

Escape

Comfort, safety & reliability

Art of Engineering is a strong, established Yamaha brand message. It describes the

passion of our engineers for exceeding customers’ expectations when developing

new products.

It is this reputation for technological innovation on which, historically, Yamaha’s

success has largely been built.

Art of Engineering is a very important brand message, which has potential to excite

and interest a large part of Yamaha’s target audience. However, it should not be

systematically used across all communications.

When creating print and other communications, please only define/explain/refer to

Art of Engineering when:

1. the product offers a clear technology advantage

2. this advantage can be important to consumers.

A good example is the cross-plane crank shaft found on the Yamaha R1.

Please note: a clear technology advantage does not exist where a competitor can

realistically make the same or similar claim.

For products which do not offer a clear technology advantage like the one described

above, the Art of Engineering message should be limited to communications where

consumers, press or official organizations are already showing interest in the brand:

• inside brochures and corporate literature

• web sites: Technology pages, corporate pages of web sites

• after-sales literature.

Art of Engineering: definition

Using Art of Engineering

Other uses for Art of Engineering

coRPoRATe messAges / Art of engineering

12 13

Pack shot photography

Human models

With pack shot photography, we aim to show the physical appeal of a product in the

most convincing way possible.

Shadows should be hard and authentic-looking, for maximum realism. No ‘drop shad-

ows’ should be used.

Skin tones on models should be realistic and not overly retouched.

Where models are associated with/driving/controlling the products, they should look

confident, comfortable, and familiar with the equipment.

geneRAl gUIDelInes / Photography geneRAl gUIDelInes / Photography

Motion

Image quality

Yamaha products are made to move, and to bring joy and excitement to your life.

Please avoid static communications wherever possible.

Wherever possible, an image should suggest motion, even if it is a studio shot.

If an image must be static, it is important that the text suggests excitement and

movement. Where action photography (whether ‘true action’, location with a rig, or a

photomontage of background and studio) is meant to appear realistic, it is important

to consider:

• which selling point of the product we are highlighting (cornering, power, accel-

eration, braking, handling, etc)

• what is happening in the shot (braking, accelerating, braking into a left corner,

braking into a right corner, coming out of a corner, accelerating out of a corner,

about to jump, preparing for / riding through rough terrain, about to land, high

speed straight, etc.).

Yamaha is a premium brand that deserves top quality images, whatever the deliver-

able being created. As a general rule, simple and high-quality is preferable to complex,

cluttered and low-quality.

14 15

geneRAl gUIDelInes / Tone of voice

Yamaha tone of voice

Translating Yamaha’s brand position

into a copy style

Yamaha tone of voice should:

Yamaha copy should not:

It is crucial for Yamaha to have a consistent tone of voice across all communications.

Consumers link this consistency with many positive values: intelligence, reliability,

credibility, and a clear sense of direction.

Our tone of voice should always express Yamaha’s Brand position:

To Better Places: “Yamaha takes you to better places; we inspire you to get more

out of every day; and more out of life through powered personal mobility.” We do

this in three ways:

• by creating high-quality, durable products with an exciting sporty feel

• by always striving to be innovative

• and by being continually engaged with customers.

This brand definition communicates a clear set of promises to Yamaha customers:

• Yamaha offers you fun, excitement and a more fulfilling life.

• Yamaha provides you with smart but practical products that are made with

precision.

• Yamaha listens to you and is always open and curious to your concerns.

• Use simple, clear language which can be widely understood.

• Encourage the reader to take action, without being unnecessarily forceful.

• Recognise that Yamaha products take people to many different places and

environments, all of which are outdoors.

• Imply that everyone has got the potential to enjoy Yamaha products.

• be open and positive

• be innovative and surprising

• be challenging, focussing on the satisfaction derived from achievement

• trigger positive emotions

• be genuine, authentic and different, offering our customers the chance to be

the same

• take a testimonial approach, with real people speaking about real experiences

• demonstrate that we are close to our customers

• focus on experiences and telling stories

• be transparent and based on facts.

• be aggressive, sensationalist or reckless-sounding

• be arrogant

• be over-explanatory

• be confrontational

• contain over-selling arguments or superlatives.

Angles and POV

geneRAl gUIDelInes / Photography

Please consider original and alternative angles that are different from traditional

side-on or front-slant angles. Potential ideas include:

• Consider the driver’s point of view

• Consider seeing the product heading away from the viewer

• Consider action shots with more than one moving subject

Finding new perspectives for photography is a good way to express the brand position,

focusing on the experience rather than the sharpness of the product.

16 17

Corporate logos / landscapecoRPoRATe IDenTITy / elements

Design regulations

Size standards

Isolation

3-D working diagram

The landscape 3D logo is the preferred logo in all circumstances. The Tuning Fork and

the word Yamaha form one logo, our corporate trademark, that must always be used

together. The relationship between the Tuning Fork and the word Yamaha must always

remain as shown here. Never use the Tuning Fork as a design element. The Tuning Fork

may only be used separately on finished products e.g. units (motorcycles, waverunners,

snowmobiles...). Please consult your agency or supplier to achieve the highest possible

print quality. To apply the corporate logo to communications, please refer to the sec-

tion, Applications of VI (page 37-42).

The Tuning Fork must be at least 7 mm in diameter. Consult Yamaha Motor Europe

Brand VI Management if a smaller size is needed. And the Yamaha letters must be at

least 7 mm high. Total width of the trademark (Tuning Fork + Yamaha letters) should

be minimum 30 mm width.

Always maintain separation around the Yamaha Logomark of at least half of the

diameter of the Tuning Fork. It will increase its legibility and visibility.

When creating the Yamaha Logomark make sure that the shape, texture and colour are

of a high quality appropiate to the Yamaha Brand.

The 3-D diagram is available as downloadable item in the download area.

7 mm

geneRAl gUIDelInes / Tone of voice

Examples of correct and incorrect copy style

Where possible, address the user directly – rather than simply describing the

product.

Correct: discover pure adrenaline with the Yamaha R1

Incorrect: the Yamaha R1 delivers pure adrenaline

Correct: tear up every kind of terrain with the XT660Z Ténéré

Incorrect: the XT660Z Ténéré tears up every kind of terrain

Active voice rather than passive.

Correct: Jorge Lorenzo claimed a fourth victory

Incorrect: a fourth victory was claimed by Jorge Lorenzo

Avoid vagueness – name specific applications.

Correct: …is ideal for fishing trips or watersports

Incorrect: …is great for a range of waterborne activities

Wherever possible, use straightforward English.

Correct: improved/organised/completed

Incorrect: ameliorated/facilitated/actualised

Use ‘challenge’ style phrasing with care.

Correct: are you ready?

Incorrect: can you handle it?

Unless obvious, qualify technology with a clear benefit.

Correct: fuel injected for superb throttle response

Incorrect: fuel injected

18 19

Design regulations As a general rule, you should always use the 3-D landscape Yamaha logo. Yet, where

space is limited or where the visibility of the lanscape logo would harm significantly

the visual impact of the logo, only then can you use the portrait logo. The portrait logo

is therefore the second option, and should only be used when the layout demands a

more compact and centralised design. The relationship between the Tuning Fork and

the word Yamaha must always remain as shown here. Never use the Tuning Fork as a

design element. The Tuning Fork may only be used separately on finished products e.g.

units (motorcycles, waverunners....).

coRPoRATe IDenTITy / elements Corporate logos / portrait

Printing process: full colourColour: CMYK: C0 Y100 M96 K0 (target colour: Pantone Red 485 for the word, Yamaha)Screen range: 47.25 - 86.5 lines per cm (120 - 220 lines per inch)Background: white, black, 27.5% black (target colour Pantone Cool Gray 4) or 72% black (target colour Pantone Cool Gray 10).Minimum logo size: 30mm width.Yamaha Red: Yamaha Red is a strong, vibrant, cheering colour that evokes sensibility, ingenuity, trusted and challenging spirit. The colour chosen is the most appropriate for Yamaha logo of a company which is a company that creates inspiration.

Printing process: 2 special colours colour Pantone Red 485 and Pantone Black Screen range: solid line artwork background Pantone Black or 27.5% black (target colour Pantone Cool Gray 4) or 72% black (target colour Pantone Cool Gray 10) Minimum logo size: 30mm width

Printing process: single colour colour Pantone Red 485 or Pantone BlackScreen range: solid line artwork background white or 27,5% black (target colour Pantone Cool Gray 4)Minimum logo size: 30mm width(*) The single-colour form of the Tuning Fork Mark may only be used:- When the Logo Mark in 3-D is not legible eg. small size logo.- When accurate reproduction of the Logo Mark in 3-D is difficult eg.

embroidery on clothing.- When there are technical or cost related restrictions eg. restrictions on

production costs for large quantities to be printed.

Full-colour logo using CMYK printing process. The full-colour landscape logo is always preferred in all communications.

2 Colour Two-colour logo, for medium quality reproductions only.

Single-colour logo*, for low quality reproductions only. The black version is for fax and memo applications.

Corporate logos / landscapecoRPoRATe IDenTITy / elements

Printing process: full colourColour: CMYK: C0 Y100 M96 K0 (target colour: Pantone Red 485 for the word, Yamaha)Screen range: 47.25 - 86.5 lines per cm (120 - 220 lines per inch)Background: white, black, 27.5% black (target colour Pantone Cool Gray 4) or 72% black (target colour Pantone Cool Gray 10).Minimum logo size: 30mm width.Yamaha Red: Yamaha Red is a strong, vibrant, cheering colour that evokes sensibility, ingenuity, trusted and challenging spirit. The colour chosen is the most appropriate for Yamaha logo of a company which is a company that creates inspiration.

Printing process: 2 special colours colour Pantone Red 485 and Pantone BlackScreen range: Solid line artwork background Pantone Black or 27.5% black (target colour Pantone Cool Gray 4) or 72% black (target colour Pantone Cool Gray 10)Minimum logo size: 30mm width

Printing process: single colourColour: Pantone Red 485 or Pantone BlackScreen range: solid line artworkBackground: white or 27,5% black (target colour Pantone Cool Gray 4)Minimum logo size: 30mm width(*) The single-colour form of the Tuning Fork Mark may only be used:• When the Logo Mark in 3-D is not legible eg. small size logo.• When accurate reproduction of the Logo Mark in 3-D is difficult eg.

embroidery on clothing.• When there are technical or cost related restrictions eg. restrictions on

production costs for large quantities to be printed.

Printing process: single colour, white.Screen range: solid line artwork.Background: Pantone Cool Gray 10 (72% black), Pantone Black, Pantone Red 485 or Pantone Silver 8001Minimum logo size: 30mm width

Large format If the corporate logo is required for vehicles or non-standard use, please send a

request to Yamaha Motor Europe Brand VI Management Team or address your request

by e-mail to: vi@yamaha-motor.nl.

For large-format versions of the Yamaha logo, please use the EPS vector logo which

can be vector-increased indefinitely without visible loss of quality.

Full-colour logo using CMYK printing process. The full-colour landscape logo is always preferred in all communications.

Two-colour logo, for medium quality reproductions only.

Single-colour logo*. The black version is for monochrome printing only. (eg. newspaper ads, etc.)

Negative logo, for low quality reproduction only.

20 21

Incorrect use As previously mentioned, it is very important to use the logo consistently and

correctly. Unfortunately, we sometimes see the logo used incorrectly. Such

incorrect use, by a small group or even an individual, contributes to the delution

of the strength of our Brand and regretably undermines the efforts of those trying

to successfully uphold our image. The following are examples of incorrect use.

When in doubt about incorrect use, do not hesitate to contact the Yamaha Motor

Europe Brand VI Management Team: vi@yamaha-motor.nl.

1. Never use the logo on any photographic or on busy/non-regular backgrounds.

2. Never use the Tuning Fork without the Yamaha letters.

3. Never use the Tuning Fork as a design element.

4. Do not use the red logo against a red background. Always use the corporate colours

as a background (see section corporate colours).

5. Do not change the relationship between he Tuning Fork and the word Yamaha. Do

not use the Yamaha trademark against a red background. Do not change the Yamaha

lettering.

6. Do not use the corporate logo in a vertical position.

7. Never change the Yamaha lettering. Never use the Tuning Fork separated from

Yamaha. Gold is not a corporate colour (see list below or please refer to the section

“Company colours”).

8. Do not combine positive and negative logo elements.

9. The Yamaha trademark should always be used in its landscape form.

10. Never attach any word under the corporate trademark. The trademark should

remain isolated in any cases.

coRPoRATe IDenTITy / elements Corporate logos / incorrect usecoRPoRATe IDenTITy / elements Corporate logos / portrait

Printing process: single colour, white.Screen range: solid line artwork Background: Pantone Cool Gray 10 (72% black), Pantone Black, Pantone Red 485 or Pantone Silver 8001Minimum logo size: 30mm width

Large format If the corporate logo is required for vehicles or non-standard use, please send a

request to Yamaha Motor Europe Brand VI Management Team or address your request

by e-mail to: vi@yamaha-motor.nl.

For large-format versions of the Yamaha logo, please use the EPS vector logo which

can be vector-increased indefinitely without visible loss of quality.

Negative logo, for low quality reproduction only.

22 23

(*)GFT Yamaha Motor GFT Yamaha Motor is a font that has been created especially for Yamaha Motor Group

to establish unique, strong and consistent typography across all levels of our visual

identity. This font can ONLY be used as a display font i.e. for short headings. It provides

a unique, modern and dynamic graphical impression which will quickly be associated

to the Yamaha Visual Image. Along with Rotis Semi Sans, the GFT Yamaha Motor font

is the only font used in all Yamaha advertising materials.

GFT Yamaha Motor is copyright free, for Yamaha group use only, please be vigilant in

ensuring your agency does not use this font for other clients.

3 variants have been designed :

• regular

• light italic

• bold italic

As a general use, please avoid to use the GFT Yamaha Motor font in capital letters. Any

font over-used in block letters can “shout” at the audience. For the other use, please

refer to the Application section where grids are included. (page 48-93)

(*) GFT are the initials of the designer responsible for creating the font.

coRPoRATe IDenTITy / elements Corporate fonts

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GFT Yamaha Motor regular (16 pt)

GFT Yamaha Motor light italic (16 pt)

GFT Yamaha Motor bold italic (16 pt)

Corporate colours How to use When ordering printed materials, always mention the Pantone colour

code. If Pantone coclours are not available, they may be mixed as mentioned below.

When ordering paint, always mention the RAL colour codes as mentioned below.

The visual identity of Yamaha is based on Pantone Red 485. This red is supported by

Pantone Cool Gray 4, which is in turn supported by Pantone Cool Gray 10 (72% black),

black and Pantone Silver 8001. Our company colours help to establish a unique look

and style for Yamaha and help to avoid outside interference with the logo.

Red

Pantone 485 EC

Red Four colour process - C0 Y100 M96 K0

RGB - R213 G43 B30

RAL 3020 - traffic red

Black

Pantone Black EC

Four colour process - C0 Y0 M0 K100

RGB - R30 G30 B30

RAL 9004 - signal black

Gray

Pantone Cool Gray 4 EC

Four colour process - C12 M8 Y8 K23

RGB - R188 G189 B188

RAL 7047 - telegrey 4

Gray

Pantone Cool Gray 10 EC

Four colour process - C40 M31 Y20 K70

RGB - R97 G99 B101

RAL 7046 - telegrey 2

Silver

Pantone Silver 8001 not available in full colour process

RAL 9006 - white aluminium

coRPoRATe IDenTITy / elements Corporate colours

24 25

With third party brands

With a company name, use the Powered by

Yamaha logo

The Yamaha Logomark is typically used on its own. However, in some cases it may

be used it in combination with other elements after obtaining the approval of the

Yamaha Motor Europe Brand VI Management: vi@yamaha-motor.nl.

Yet, the following combinations are currently approved:

a) with a company name

b) with “Genuine Parts and Accessories”

Except these possible logo combinations no other is permitted.

When the Yamaha trade mark is used in combination with another brand (XXX) You

should then use “powered by” + Yamaha Corporate trademark. All the other rules

previously mentioned for the use and applications of the Yamaha corporate trademark

are of course applicable here too. Display Size: Use a maximum of 1/3 of the display

area for the other brand name(XXX). Do not use “powered by Yamaha” alone.

Powered by Yamaha Logo:

• Wherever possible, all items should be redesigned using the 3D Yamaha Logo

- either the standard Landscape version or the Diapositive version, depending

on background colour. Otherwise (for example, when single-colour printing

is required) a choice may be made between diapositive and red single-colour

versions of the logo. On black or dark backgrounds the diapositive single-colour

logo should be used.

• Wherever possible, Yamaha Motor Europe recommends using landscape version

of the logo.

• Use the new Powered by Yamaha with the new font.

• Respect the isolation rule of the Yamaha logo.

coRPoRATe IDenTITy / elements Logo combination

Rotis Semi Sans

Verdana

Zurich BT

Rotis Semi Sans is used to create body text for internal and external communications.

No other font may be used.

Rotis Semi Sans light should be used for all correspondence purposes. Rotis Semi Sans

extra bold, semi-bold and italics may be used to draw attention. For internal use by

Yamaha owned companies, please download Rotis Semi Sans from this website. All

external agencies must purchase the font from a registered supplier. Rotis Semi Sans is

a trademark of Agfa Division, Bayer Corporation. When working with Rotis Semi Sans,

always align texts left. Please ensure correct spacing between lines of text and do not

overuse medium and bold styles.

Disclaimer: Please take notice of your local copy right laws. Use of the Rotis font is

only permitted when the user is in possession of a license by another manufacturer.

Since few fonts are equally legible in both print and digital media, we highly recom-

mend the use of Verdana for all Yamaha digital communication. It is the font currently

being used on our websites and email correspondence, and is available rights-free in

all Windows packages.

Please note that Rotis Semi Sans is not suitable for use with some European languages

due to limited character availability. Where this is the case, please use Zurich BT.

coRPoRATe IDenTITy / elements Corporate fonts

Ureet il utat. Ulput iusto odolortie ea commodit lum in venit verat velisl ut ad dolore conse tatuerit loborercinit velenit lut incinis aut wisl ullandigna ametum inibh eu feu feuis accummodolor ad magna conulla mconsent irit prat. Ore faccumsan er acilis aut dunt lore vel utpat. Lor senibh eum volore veliquatio eugait vero et inci blaore

dolore voalbulis mischio bumma velismo luptat.Ostie vulputpatem ilit nisim quamet, sit landiamet wis alis dionulla core consenis nibh exeraesent lan hendre vulla facipit lam zzrit niam, venim vel ullaor ing exero od tet wis olore conse tatuerit loborercinit velenit lut incinis aut wisl ullandigna ametum .

Ureet il utat. Ulput iusto odolortie ea commodit lum in venit verat velisl ut ad dolore conse tatuerit loborercinit velenit lut incinis aut wisl ullandigna ametum inibh eu feu feuis accummodolor ad magna conulla mconsent irit prat. Ore faccumsan

er acilis aut dunt lore vel utpat. Lor senibh eum volore veliquatio eugait vero et inci blaore dolore velismo lut incinis aut wisl ullandigna ametum inibh eu feu feuis accumm quatio eugait vero et inci blaore dolore velismo lut incinis luptat.

Ureet il utat. Ulput iusto odolortie ea com-modit lum in venit verat velisl ut ad dolore conse tatuerit loborercinit velenit cornuto e incinis aut wisl ullandigna ametum inibh eu feu feuis accummodolor ad magna conulla

mconsent irit prat. Ore faccumsan er aci-lis aut dunt lore vel utpat. Lor senibh eum volore veliquatio eugait vero et inci blaore dolore muori velismo luptat.

Rotis Semi Sans regular (10 pt)

Zurich BT roman (10 pt)

Verdana regular (10 pt)

26 27

coRPoRATe IDenTITy / elementscoRPoRATe IDenTITy / elements

Powered by Yamaha logo: Landscape red

Powered by Yamaha logo: Portrait red

Powered by Yamaha logo: Landscape 3D

Powered by Yamaha logo: Portrait 3D

20 m

m20

mm

20 m

m20

mm

Isol

atio

n Ar

ea r

espe

cted

Isol

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n Ar

ea r

espe

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Isol

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espe

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Isol

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15 m

m15

mm

15 m

m15

mm

Logo combination Logo combination

28 29

coRPoRATe IDenTITy / elements coRPoRATe IDenTITy / elements

Powered by Yamaha logo: Trademark combination Landscape Sample

Powered by Yamaha logo: Trademark combination Portrait Sample

Powered by Yamaha logo: Landscape diapositive

Powered by Yamaha logo: Portrait diapositive

Logo combination Logo combination

20 m

m

Isol

atio

n Ar

ea r

espe

cted

15 m

m20

mm

Isol

atio

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espe

cted

15 m

m

30 31

coRPoRATe IDenTITy / elements Logo combination coRPoRATe IDenTITy / elements Logo combination

If you are a distributor or a division of Yamaha, please use the Yamaha logo in con-

junction with your official company name as shown here. Use the standard Yamaha

landscape logo, add a thin black line, then add your details in Rotis Semi Sans Light

capitals, in black. Justify the letters over the full width of the logo.

Rotis Semi Sans is used to create body text for internal and external communications.

When you wish to promote/advertise a major and official business, service or product

within the Yamaha umbrella of companies (as approved by Yamaha Motor NV, such as

‘Yamaha Assurance’ in France or ‘Yamaha Credit System’ in Italy) please use the style

shown hereunder. Please contact us at vi@yamaha-motor.nl to gain approval for use

of the logo in this manner. Use a thin black line, then business initiative name in black

using the Yamaha font, GFT Yamaha Motor, justified over the full width of the logo.

In the case of Yamaha company names, please use the Rotis font which is the font

used for all Yamaha corporate signs or business cards.

The GFT Yamaha Motor font is used for headers on all sales and promotional materials.

Distributor identification logos

Business identification logos

YAMAHA MOTOR (UK), LTD.

A S S U R A N C E ALL TERRAIN VEHICLES

CREDIT SYSTEM F I N A N C E

M A R I N E MOTORCYCLES

Powered by Yamaha logo: Type combination

32 33

The Euroservice logo aims to promote our programme of Premium service. Our goal is

to bring peace of mind to all our customers travelling in a borderless market, who ex-

pect to receive the same service standards from all of our authorized Yamaha dealers.

The Euroservice logo can only be used on service-related materials developed by

Yamaha Motor Europe that refer to European-wide service activities. These materials

include: Euroservice warranty booklets, dealer guides, warranty cards and labour time

posters. In addition, the logo can be used for workshop materials such as; tool boards,

key boards, planning boards, white boards, and opening hour signs.

Please contact the Service Department at Yamaha Motor Europe if you have

any questions regarding the use of the Euroservice logo or send your request to

vi@yamaha-motor.nl.

Euro-Service logos

coRPoRATe IDenTITy / elementscoRPoRATe IDenTITy / elements

Identification logos Ditributors

Identification logos Business

Logo combination Logo combination

34 35

coRPoRATe IDenTITy / elementscoRPoRATe IDenTITy / elements

The Yamaha Genuine Parts & Accessories logo informs our customers that they are

purchasing a genuine Yamaha Motor product, guaranteeing the quality and reliability

of that product. Yamaha Motor Europe exclusively distributes products displaying this

logo.

Only those distributors who have officially signed the distributorship contract with

Yamaha Motor Europe are authorised to use the Genuine Parts and Accessories logo.

Proper use of the logo in accordance with the regulations must be strictly observed.

The Yamaha Genuine Parts & Accessories logo may be used only for advertising

purposes on items such as catalogues and promotional materials, unless written

permission is otherwise given by Yamaha Motor Europe.

The logo may also be used on product-related printed material (price lists, parts news,

accessory guides) and as a tool for sales promotion to prospective customers (accesso-

ry catalogues, leaflets, brochures, posters, etc). The Genuine Parts and Accessories logo

can be used in media advertising intended for the public (magazine and newspaper

advertisements). The Genuine Parts and Accessories logo must not be translated into

another language and it cannot be used together with the corporate logo.

Please contact Yamaha Motor Europe if you have any questions regarding the use of

this logo or send us an email to vi@yamaha-motor.nl.

They are created for those countries who have introduced this Euro Extended Warran-

ty programme. These Extended Warranty logo’s can only be used for those countries

who introduced this Extended Warranty programme and can only be used on service

related materials developed by Yamaha Motor Europe that refers to European-wide

service activities. These materials include: Euroservice warranty booklets, dealer guides

or warranty cards.

Please contact the Service Department at Yamaha Motor Europe if you have any

questions regarding the use of the Euro Extended Warranty logo or send your request

to vi@yamaha-motor.nl.

Yamaha Genuine Parts & Accessories

+1 year and +2 years Extended Warranty

Extended European Warranty logos

Logo combination Logo combination

36 37

coRPoRATe IDenTITy / elements

Using the white frame

Using decals

The White Frame provides a consistent, easily recognisable element across all Yamaha

communications. It acts as a visual signature for Yamaha, and as a bold announcement

of our new brand refresh.

Please note the following points:

• The Yamaha trademark is given increased prominence over the sub-brand decals,

to emphasise the most important key message: that every communication and

product is by Yamaha.

• The new font, GFT Yamaha Motor, should be used within the frame for both

product names (GFT Yamaha Motor Light Italic) and for the URL. For more infor-

mation on fonts, see the Corporate Identity Elements section.

• The ‘communication area’ within the white frame – which uses a full bleed crop

for a dynamic, motion-driven feel - is the space in which the actual message is

communicated.

• Certain deliverables – e.g. Promotional Adverts – may require additional changes

to the White Frame template, to allow space for sponsors, partner logos etc.

Please refer to the relevant section of this manual when creating these.

Most YAMAHA products have a specific logo and decal, which must be included in

visual communications. The White frame connects the YAMAHA trade mark to these

other elements.

Please note the following points:

• The decal should always be placed on the same side as the YAMAHA trademark

logo in order to create the link through the white frame.

• The decal area can change depending on the proportions of individual decals.

Please consult the different templates and samples to see how.

• A general grid is provided to regulate sizes & proportions of these logos. Use this

grid to ensure that decals are always centred in the middle of the white box.

• Please use your discretion when choosing the proportions of the white box and

decal. A number of samples are provided for you to use as inspiration.

For white frames, decal guides and templates in sizes other than those shown, please

visit IdNet: www.yamaha-identity.net

coRPoRATe IDenTITy / elements White frame and decals rules White frame and decals rules

Ads: A1 Landscape Guidelines

Ads: A4 Landscape Guidelines

39

Producing clean, professional and consistent business communications plays a vital

role in maintaining Yamaha’s high quality image. When producing stationery –

including letterhead, fax sheets, memos, business cards and other items – always con-

sult the guidelines in this section. Here you will find all the information necessary

for applying the Yamaha Visual Identity correctly and consistently. If you have any

questions about applying the Yamaha Visual Identity to stationery, please contact the

Yamaha Motor Europe Brand VI Management Team, vi@yamaha-motor.nl.

APPlIcATIons / stationery Letterhead

YAMAHA MOTOR EUROPE N .V .

Koolhovenlaan 101

1119 NC Schiphol-Rijk

P.O. Box 75033, 1117 ZN Schiphol

The Netherlands

Telephone +31(0)20-6546000

Telefax +31(0)20-6546888

http://yamaha-motor-europe.com

Reg. Chamber of Commerce:

Amsterdam No. 34084613

15 mm

20 mm 74 mm

12 mm

10 mm

15 mm

12 mm

10 mm

25 mm

62 mm

9 mm63 mm

Letterhead

When printing letterheads, always use the 3-D landscape logo. The example shown represents an A4 page. The blue area represents the position of the letter content. Texts must be written in black.

Letterhead with Yamaha logo and local address

Size: A4 (210 x 297mm)Printing process: 4 coloursPaper: Conqueror CX22 Ultra Smooth Diamond 120g/m2Font (letter content and address): Rotis Semi Sans Light 8pt, 14pt leading, aligned left

If a window envelope is used when sending letters, please ensure that the recipient’s address on the letterhead is positioned to match the choice of the window envelope.

Introduction

40 41

Memo When printing memo sheets, always use the single-colour black landscape logo. The blue area represents the position of the fax content. The example shown represents an A4 document. All texts must be written in black.

Memo with Yamaha logo and local address

Size: A4 (210 x 297mm)Printing process: single colourColour: blackPaper: Conqueror CX22 Ultra Smooth Diamond 120g/m2Font (memo content): Rotis Semi Sans Light 9pt, 14pt leading, aligned left

APPlIcATIons / stationery MemoAPPlIcATIons / stationery Fax sheet

Fax sheet When printing fax sheets, always use the single-colour black landscape logo. The blue area represents the position of the fax content. The example shown represents an A4 document. All texts must be written in black.

Fax sheet with Yamaha logo, local address and footer

Size: A4 (210 x 297mm)Printing process: single colourColour: blackPaper: Conqueror CX22 Ultra Smooth Diamond 120g/m2Font (fax content and address): Rotis Semi Sans Light 9pt, 14pt leading, aligned left

F a x M e s s a g e

Koolhovenlaan 101

1119 NC Schiphol-Rijk

PO Box 75033 1117 ZN Schiphol

The Netherlands

Telephone +31(0)20-6546000

Telefax +31(0)20-6546888

http://yamaha-motor-europe.com

Reg. Chamber of Commerce

Haarlem No. 34084613

15 mm 15 mm

20 mm 74 mm

16 mm12 mm

10 mm

15 mm

62 mm

173 mm

9 mm57 mm

Company:

Attn:

From:

cc:

Pages: Date: Time:

If there are any problems with its transmission or you receive this fax in error, please telephone +31(0)20-6546000.

M e m o r a n d u m

Koolhovenlaan 101

1119 NC Schiphol-Rijk

PO Box 75033 1117 ZN Schiphol

The Netherlands

Telephone +31(0)20-6546000

Telefax +31(0)20-6546888

http://yamaha-motor-europe.com

Reg. Chamber of Commerce

Haarlem No. 34084613

15 mm 15 mm

20 mm 74 mm

16 mm12 mm

10 mm

15 mm

62 mm

183 mm

9 mm57 mm

Attn:

From:

cc:

Date:

Time:

42 43

Compliments slip

When printing compliments slips, make use of the full-colour landscape logo. All texts must be written in black.

Compliments slip with Yamaha logo and local address

Size: 210 x 99mmPrinting process: 4 coloursPaper: Conqueror CX22 Ultra Smooth Diamond 120g/m2Font: Rotis Semi Sans Light 8pt 14pt leading, “With Compliments” should be written in 14pt, aligned left

Business card When printing business cards, make use of the full-colour landscape logo. All texts must be written in black.

Business card with Yamaha logo and local address

Size: 90 x 56mmPrinting process: 4 colours, logo spot varnish (optional)Paper: Conqueror CX22 Ultra Smooth Diamond 320g/m2Font: Rotis Semi Sans Light 6pt, 8.5pt leading, aligned lef

Compliments slip & business card

Envelope

To create window envelopes, always use the full-colour landscape logo. The example shown represents a business window envelope suitable for an A4 letter. The grey area represents the position of the address window. Please remember: the use of the window envelope affects the positioning of the recipient address on the letterhead.

Window envelope with Yamaha logo and return address on reverse

Size: 230 x 162mmPrinting process: 4 coloursPaper: Conqueror CX22 Ultra Smooth Diamond Superseal Window

Address sticker To create an address sticker, always use the full-colour landscape logo. The example shown represents an A6 business address sticker (not actual size).

Address sticker with return address

Size: 148 x 105mmPrinting process: 4 coloursPaper: self-adhesive label, silk finish 120g/m2Font: destination address – Rotis Semi Sans Light Regular 18pt, 18pt leading, Yamaha address – Rotis Semi Sans Light Regular 8pt, 14pt leading

Envelope & address sticker

YAMAHA MOTOR EUROPE N .V .13 mm

20 mm 74 mm

7 mm

50 mm

40 mm

38 mm

11 mm

12 mm

10 mm

Y A M A H A M O T O R E U R O P E N . V .

With Compliments Koolhovenlaan 101,

1119 NC Schiphol-Rijk,

P.O. Box 75033, 1117 ZN Schiphol

The Netherlands

Telephone +31(0)20-6546000

Telefax +31(0)20-6546888

http://yamaha-motor-europe.com

15 mm

20 mm 118 mm

22 mm

62 mm

27 mm

10 mm

Y A M A H A M O T O R E U R O P E N . V .

NameFunctionDivision

Koolhovenlaan 101, 1119 NC Schiphol-Rijk,P.O. Box 75033, 1117 ZN Schiphol, The NetherlandsTelephone +31(0)20-6546503Telefax +31(0)20-6546456E-mail: name@yamaha-motor.nl

13 mm

17 mm

17 mm

5 mm

6 mm

YAMAHA MOTOR EUROPE N .V .

Koolhovenlaan 101

1119 NC Schiphol-Rijk

P.O. Box 75033, 1117 ZN Schiphol

The Netherlands

Telephone +31(0)20-6546000

Telefax +31(0)20-6546888

http://yamaha-motor-europe.com

18 mm

29 mm 64 mm

9 mm

78 mm

65 mm

25 mm

7 mm

8 mm

43 mm

APPlIcATIons / stationeryAPPlIcATIons / stationery

44 45

APPlIcATIons / Advertising Introduction

Advertising is an essential part of Yamaha communications, and is perhaps the most

commonly used type of printed matter produced by Yamaha. This section of the

Yamaha Visual Identity Manual contains the corporate guidelines for all types of

advertising including brochures, posters, advertisements and other forms of external

communications.

Because different versions of advertising material may be used alongside one another,

consistent use of our visual identity is vital. Always consult this manual when creating

advertising. Please respect Yamaha’s brand values as mentioned in the introduction of

this Visual Identity section.

If Yamaha advertising materials must contain sponsors’ or commercial partners’ logos,

their use and placement should be carefully considered. Please see the sample beside

for the sponsor logo location and also the section called “Logo Combination with

other Brands”.

You should in any case ask for the authorization to Yamaha Motor Europe Brand VI

Management, vi@yamaha-motor.nl.

Advertising

Partner and sponsor logos

Standard email signature

To create a harmonized and professional image to the Yamaha Group and to have

more consistency in the way we present ourselves to the outside world.

The template has been inspired from our corporate business card layout to further

enforce our image consistency. See our general business card below.

Please only use the signature in your outgoing email messages.

Procedure to follow

1. Please fill in your own data in the word document.

2. Copy the whole contents.

3. Paste the contents into outlook/tools/options/mail format/signatures/new/next/OK

after giving a name to the signature.

Body copy font of the email message

As a recommendation, we will suggest to use Arial or Verdana; the most readable fonts

for digital media.

We count on you to implement it as soon as possible in your email correspon-

dence. Thanks a lot for your support to increase Yamaha group professionalism and

unique image in Europe.

Goal

Template of the new standard email signature

Implementation & recommendations

APPlIcATIons / stationery

46 47

The white frame concept is applied differently to brochure covers than to adverts. This

is for several reasons:

• Display issues: brochures must show key elements when displayed on existing

brochure racks.

• Purpose: brochures serve a different function to adverts, and a separate visual

scheme makes this clearer to consumers.

The full bleed crop of the image must be moved to the right-hand side, to ‘guide’ the

reader into the brochure. When selecting photography for brochure covers, we suggest

– wherever possible - using action shots featuring the unit riding from left to right.

As an additional, non-compulsory option, the year of publication can be included in

the headline copy – as shown in grey in the sample image.

This part of the cover must display:

• The ‘corporate message’ – the fact that Yamaha produces other products as well

as those featured in the brochure.

• Specific information about the company distributor, as well as dealer information

and additional sponsors or partners.

• Space for up to 8 additional logos, and an additional 150% of empty space for

translation purposes.

Please follow guidelines closely to ensure correct fonts, sizes, and colours are used.

Brochure cover: 210 x 210 mm

Front cover

Back cover

APPlIcATIons / Advertising Brochure coversAPPlIcATIons / Advertising Factsheets

Factsheets offer a quick overview of Yamaha products to potential customers.

Intended for free distribution at registered Yamaha dealers, they offer a comprehen-

sive summary of the following information:

• Who the product is intended for

• Where the product fits into the range

• Key specifications and strengths

• Generic accessories & apparel information (where relevant)

• Standard disclaimers and links to further information

Land Factsheets: Actual Sample

Marine Factsheets: Actual Sample

Factsheets

48 49

Brochure covers

Land Brochure Cover: Front Guidelines

Land Brochure Cover: Actual Sample

Brochure covers

Land Brochure Cover: Back Guidelines

APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

50 51

Marine Brochure Cover: Front GuidelinesMarine Brochure Cover: Back Guidelines

Brochure coversBrochure covers APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

Marine Brochure Cover: Actual Sample

52 53

Brochure Cover with model year: Front GuidelinesBrochure Cover with model year: Back Guidelines

Brochure coversBrochure covers APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

Brochure Cover with modelyear: Actual Sample

54 55

Posters / consumer full line-up

Posters should be used in moderation. It is proven that the use of posters on walls

or windows of dealerships, for example, can give a poor representation of the

Yamaha brand to our customers.

Poster use should be limited to line-up posters at trade shows and other events (eg.

race events or local shows).

For dealers’ showrooms we highly recommend the use of back panel banners, which

convey a ‘premium brand’ look and feel to our potential customers and customers.

Please see the POS Materials section of this website for more information.

The same general rules apply to posters as to all deliverables:

• Use of the GFT Yamaha Motor font

• Use of the White Frame

• Use of decals on white boxes (following the decals rules and grid)

• Use of landscape and 3D versions of the YAMAHA logo

• Use of the new photography direction

For more details on any of the above, please refer to the relevant sections of this

manual.

A1/A2/A3 posterPrinting process: full-colour

Screen range: 39.5 - 80 lines per cm (100 - 200 lines per inch)

Posters

Posters APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

Consumer Full line-up Poster: Front Guidelines

Consumer Full line-up Poster: Front Actual Sample

56 57

Consumer Full line-up Poster: Back Guidelines Dealer Full line-up Poster: Back Guidelines

Consumer Full line-up Poster: Back Actual Sample Dealer Full line-up Poster: Front Actual Sample

Posters / consumer full line-up Posters / dealer full line-upAPPlIcATIons / AdvertisingAPPlIcATIons / Advertising

58 59

Corporate ads

The purpose of corporate advertising is to communicate the general appeal and high

quality of the Yamaha brand to existing and potential customers. In most cases,

corporate adverts depict the Yamaha “Get Out There” brand position , at a lesser ex-

tent the Yamaha products, and share many of the same guidelines as Yamaha Product

Advertising.

Where corporate advertising differs is:

The photography used (which prioritises ‘mood imagery’ with attractive backgrounds

and emotional depictions of product use, with no specific technical angle). The level

of product detail given (additional logos, as used in product advertising, will not be

included)

Please study the sample visuals carefully. To ensure a consistent brand identity for

Yamaha, it is essential that you use all visual elements correctly. The guidelines show

correct usage of the YAMAHA logo, the sub-brand logos and the different proportions

between the elements.

The A4 sample page also shows correct proportions for text contained in the white

frame. There are restricted rules on the usage of the white frame, but greater freedom

for creative messages and visuals in the main area.

The area within the white frame can include:

• Communication image (according to the General Photography Guidelines)

• Headline and body copy (according to the Tone of Voice and Typography

section)

Please note the following points in the sample images:

• If body text or bullets are difficult to read against the background image,

consider using white boxes. These can also white boxes can also be used with 85%

transparency to make the layout ‘softer’. Please use white boxes with discretion –

for instance, avoid covering part of the product. Please note that white boxes are

not compulsory; they are just a support tool for complicated backgrounds.

• The action image should always bleed fully off the top side of the ad. When using

photography on any communication, always consult the General Photography

Guidelines.

• If a white background is used (instead of a full bleed image), a light drop shadow

is added to edge of the message area (the border of the white frame device). This

is designed to ensure that it remains visible and distinct from the branding layer.

Within the white frame, the following element(s) are always included:

• The Yamaha logo

Additional elements can also be included (please refer to samples for correct usage):

• Individual product name (as letter type or product logo)

• Relevant URL

Corporate advertising

Guidelines

The message area

White frame device

Dealer Full line-up Poster: Actual Samples

Posters / dealer full line-up APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

60 61

Corporate ads / portrait

Corporate Ads: A4 Portrait Guidelines

Corporate ads / portrait

Corporate Ads: A4 Portrait Actual Sample

APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

62 63

Corporate Ads: A3 Landscape Guidelines

Corporate ads / landscape

Corporate Ads: A3 Landscape Actual Sample

Corporate ads / landscape

www.yamaha-motor-europe.com

Streetwisdom by Francisco Araújo, commuter, Lisbon.

With its stylish new look, sharper handling and traffic-beating acceleration, the new sporty X-max is the smartest way to get around town. At Yamaha, we call this Streetwisdom.

“Riding gives me the time to relax.”

X-max 250

APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

64 65

Corporate Ads: Actual SamplesCorporate Ads: Actual Samples

Corporate ads / samplesCorporate ads / samples APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

66 67

Corporate Ads: A4 Portrait GuidelinesCorporate Ads: A4 Portrait Actual Sample

Corporate ads / portraitCorporate ads / portrait APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

68 69

Product Ads: A4 Portrait right page GuidelinesProduct Ads: A4 Portrait right page Actual Sample

Product ads / portrait rightProduct ads / portrait right APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

70 71

Product Ads: A4 Portrait left page GuidelinesProduct Ads: A4 Portrait left page Actual Sample

Product ads / portrait leftProduct ads / portrait left APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

72 73

Product Ads: 210 x 210 mm left page GuidelinesProduct Ads: 210 x 210 mm right page Actual Sample

Product ads / square rightProduct ads / square right APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

74 75

Product Ads: 210 x 210 mm left page GuidelinesProduct Ads: 210 x 210 mm left page Actual Sample

Product ads / square leftProduct ads / square left APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

76 77

Please use this section as a guide for how to use the White Frame and other visual

elements in local advertising.

The visuals show several different options for proportions, depending on the space

available:

The samples show how to deal with a portrait and landscape area in 5 main cases:

• Full page

• 1/3 of the page, portrait

• 2/3 of the page, portrait

• 2/3 of the page, landscape

• 1/3 of the page, landscape

Samples also show usage of the same layouts for different categories (e.g. WaveRun-

ners, Outboard Engines, ATVs) in order to maintain brand consistency.

As per general Visual Identity guidelines, the fonts to be used are:

• GFT Yamaha Motor – headings

• Rotis Semi Sans - body text

The font sizes used in the shown templates are only intended as guide sizes.

Depending on the selected visual and allocated space, you will be able to define the

size of the font needed.

However, we always recommend that headlines use GFT Yamaha Motor in sentence

case, e.g.

Discover the outdoors.

..and not title case, e.g.

Discover The Outdoors.

Samples and visuals

Fonts

Dealer ads

Yamaha has developed ready-to-use advertising templates in Adobe Indesign format,

which can be downloaded from section of www.yamaha-identity.net.

These allow you to create your own advertisements – for both newspaper and

magazines – with the same consistency of style as other Yamaha communications. All

you have to do is insert your own information.

By carefully following these guidelines, regardless of the advertisement size you select,

you can ensure strong marketing campaigns that reinforce Yamaha’s brand position

and image in your country.

In return, your official Yamaha dealership will benefit from direct association with a

globally-recognised brand.

• Advertising special offers – such as insurance, financing and sales models – is

another valuable sales support tool.

• To avoid a low-quality message, avoid using too many different images. Always

create well-designed advertisements in line with the Yamaha visual identity

guidelines.

• In all cases, advertising must follow the correct use of the Yamaha logo, fonts

and top or bottom support stripes, according to the guidelines in the Components

section of this website.

Wherever possible, please use full colour advertising. This ensures that all recognisable

elements of the Yamaha brand – in particular, the Yamaha trademark logo - are fully

communicated.

If colour advertising is not available as an option, please follow the full directions on

how to use the B&W version of the YAMAHA logo (landscape and non 3D version).

Newspaper reproduction quality is often poor. Yamaha’s company colours, specifically

the Pantone Cool Grays, can vary greatly in this medium. This makes it important to

choose images and photography with great care.

Always give the correct reproduction values to the publisher. Photographs may require

extra contrast. Always target photographs to the publisher’s technical specifications.

Yamaha dealer advertising

General points for dealer advertising

Colour advertising

Black and white advertising

Dealer ads APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

78 79

Dealer Ads: Actual Samples Dealer Ads: Actual Sample

Dealer adsDealer ads APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

80 81

Dealer Ads: Actual Samples Dealer Ads: Actual Samples black & white

Dealer adsDealer ads APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

82 83

Boat Bulder Ads: A4 Potrait Samples

Boat builder adsBoat builder ads

Yamaha has developed a series of inspirational samples to help you create adverts for

your boat-building business, intended for placement in local print media. These will

feature your own logo in combination with the Powered by Yamaha logo (for more

information on this, see the relevant section in the Corporate Identity – Logo Com-

binations section of this manual). By carefully following these guidelines, you help

us ensure strong marketing campaigns that reinforce Yamaha’s brand position and

image at a national level. In return, your boat-building business will benefit from direct

association with a globally-recognised brand

• To avoid a low-quality message, avoid using too many different images. Always

create well-designed advertisements in line with the Yamaha visual identity.

• In all cases, advertising must follow the correct use of the Yamaha logo, fonts

and White Frame, according to the guidelines in the Components section of this

website.

Wherever possible, please use full colour advertising, as this ensures that all recognis-

able elements of the Yamaha brand are fully communicated. The 3D Yamaha landscape

logo should preferably be used.

If colour advertising is not available as an option, please follow the full directions on

how to use the B & W version of the YAMAHA logo (landscape and non 3D version).

Newspaper reproduction quality is often poor. Yamaha’s company colours, specifically

the Pantone Cool Grays, can vary greatly in this medium. This makes it important to

choose images and photography with great care. Always give the correct reproduction

values to the publisher. Photographs may require extra contrast. Always target

photographs to the publisher’s technical specifications.

Please use this section as a guide for how to use the White Frame and other

visual elements, including the Powered by Yamaha logo. The visuals show several

different options on which to base your advert. Please ensure that the PBY logo and

Boat Builder logo are displayed using the proportions given in the example. Images

used in examples are intended as place-holders only and should not be used in

final adverts.

As per general Visual Identity guidelines, the fonts to be used are:

• GFT Yamaha Motor - headings

• Rotis Semi Sans - body text

The font sizes used in the examples shown are only intended as guide sizes. Depending

on the selected visual and allocated space, you will be able to define the size of the

font needed.

Boat builder advertising

General points for boat builder

advertising

Colour advertising

Black and white advertising

Black and white advertising

Fonts

APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

* Recommended layout

84 85

Boat builder adsBoat builder ads

Boat Bulder Ads: A4 Potrait Samples

* Recommended layout

APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

86 87

Promotional ads are normally published in multiple magazine titles, which can mean

publication on either left- or right-hand pages.

The promotional advert template has been designed to work on either page, with no

risk of the YAMAHA logo being lost in the fold of the magazine.

Although the layout shown is based on an A4 size page, not all magazines adopt this

standard.

Exact size of publication is not something that can be predicted.

Please take this A4 layout as a reference image, but remember that it must always be

redesigned according to page size.

It is up to the publisher to consider the white space necessary to avoid content becom-

ing lost in the magazine’s folds.

As per general Visual Identity guidelines, the fonts to be used are:

• GFT Yamaha Motor – headings

• Rotis Semi Sans - body text

The font sizes used in the shown templates are only intended as guide sizes.

Depending on the selected visual and allocated space, you will be able to define the

size of the font needed.

Discover the outdoors.

..and not title case, e.g.

Discover The Outdoors.

Promotional ads

Yamaha Promotional adverts can include special offers in prices, availability announce-

ments for the latest models, or descriptions of various promotional campaigns such as

accessory promotions etc.

To stay in line with the general Yamaha Visual Identity guidelines, please always use

the templates provided in the Downloads section in Adobe InDesign format.

These templates include space for the following elements, without affecting the main

communication message:

• Logos of third-party companies (to be reproduced in black & white only, to

minimise distraction from Yamaha branding)

• Disclaimers

Choose one of the three different templates, depending on the information you wish

to promote:

Level 1:

• Communication image occupies 2/3 of the space

• Detailed information, such as packshots, offer details, intro copy and disclaimer

are placed in the box below the main image

• Additional key messages can be included in white boxes (if required), e.g. special

prices

Further info on this template can be found in the ‘White frames and Decals Rules’

section of the VI - Corporate Identity Elements section.

Level 2:

• The communication image occupies 1/3 of the page

• The remaining 2/3 of the space can be used to include multiple models, packshots,

price promotions, and further offer details

Further info on this template can be found in the ‘White frames and Decals Rules’

section of the VI - Corporate Identity Elements section.

Yamaha promotional advertising

Left- or right-hand page?

Magazine size

Fonts

Levels of communication

Promotional ads APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

88 89

Promotional ads / portrait rightPromotional ads / portrait right

Promotional Ads: A4 Portrait 2/3 right page GuidelinesPromotional Ads: A4 Portrait 2/3 right page Actual Sample

APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

90 91

Promotional adsPromotional ads / portrait right

Promotional Ads: A4 Portrait 1/3 right page GuidelinesPromotional Ads: A4 Portrait 1/3 right page Actual Sample

APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

92 93

Promotional Ads: A4 Portrait 2/3 left page GuidelinesPromotional Ads: A4 Portrait 2/3 left page Actual Sample

Promotional ads / portrait leftPromotional ads / portrait left APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

94 95

Promotional ads / portrait leftPromotional ads / portrait left

Promotional Ads: A4 Portrait 1/3 left page GuidelinesPromotional Ads: A4 Portrait 1/3 left page Actual Sample

APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

96 97

Podium Back Panel Banner: Actual Sample

Point-of-sale (POS) materials strengthen the Yamaha image and attract customers to

the models on display. Due to the high quality of materials used, they offer a more

‘premium brand’ image than posters. The items shown here have been designed to be

inserted into durable items.

Yamaha Motor Europe regularly offers POS materials as part of new model introduc-

tions. When creating POS materials, always pay careful attention to the use of the

White Frame, which contains the corporate logo.

Size of the banner: 2150mm wide x 1900mm high.

As with all deliverables, measurements are also included in the sample guidelines.

A template version of the Podium Back Panel Banner is available for download on this

website.

The white frame contains the corporate logo only. Model name is not used.

POS material Podium back panel banner

Podium Back Panel Banner: Guidelines

APPlIcATIons / AdvertisingAPPlIcATIons / Advertising POS materialPOS material

98 99

Wall Back Panel: Actual Sample

Due to production issue while produced in series (the rendering of the white frame

could not be perfectly obtained on such a wide surface/material), we decided that

exceptionally on this item, the 2 white stripes located on both sides of the template

will not be used, only the bottom white stripe isolating the Yamaha trade mark will

remain (see sample attached)

Thanks to take note that this is an exceptional countermeasure to prevent any mis-

print issues. This issue will not be encountered while producing the panel digitally.

Wall back panel – production advice

Wall Back Panel: Guidelines

APPlIcATIons / AdvertisingAPPlIcATIons / Advertising POS materialPOS material

100 101

POS material

Vertical Banner: GuidelinesVertical Banner: Actual SampleThe reproduction quality of vertical banners can vary greatly. Because objects are

often positioned behind flags and banners, please avoid sheer or see-through fabrics.

Whenever possible always use the 3-D corporate landscape logo, but as it is difficult

to get the good rendering depending on the textile, you may use the single-colour

portrait/landscape logo.

Vertical Banner

Size: 900 x 1900mm

As with all deliverables, measurements are also included in the sample guidelines. A

template version of the vertical banner is available for download on this website.

Please note the use of the White Frame, featuring:

• The Yamaha corporate logo

• Model name in GFT Yamaha Motor Light Italic

• The URL in GFT Yamaha Motor Light Italic (optional)

Vertical banner

POS material APPlIcATIons / AdvertisingAPPlIcATIons / Advertising

102 103

Webmasters should apply the VI guidelines to creatively express the Yamaha Motor

brand on the web and present a unified corporate image worldwide.

Webmasters are responsible for checking page designs to ensure that a unified

corporate image is presented to the user. If a design seems inappropriate, webmasters

should ask the designer to change it.

You will find the website rules on www.yamaha-identity.net.

Web page design and VI

Internet

We recommend you use this PowerPoint template for all Yamaha presentations, both

internal and external.

It is designed to emphasise the contents of your presentation, while reinforcing the

Yamaha identity through the placement of Yamaha’s new logo on every page – plus

the use of the GFT Yamaha Motor font.

It is also designed for easy printing.

Corporate PowerPoint template

APPlIcATIons / Digital communication APPlIcATIons / Digital communicationCorporate PowerPoint template

www.yamaha-motor-europe.com

Click to add title

  Click to add text

104 105

The 2-D landscape logo is the recommended logo for merchandising items. It is vital

that we recognise the importance of producing quality merchandising, as this is a

highly visible form of advertising. Many options are available for reproduction. The

elements shown in this section of the manual represent Yamaha merchandising only

and should never be used in any other form. Please refer to the online catalogue at

www.yamaha-motor-acc.com.

Please be very careful when producing your own merchandise and ensure that you

employ test samples. Always compare the results with the guidelines established in

this website. Be selective in the choice and durability of the materials employed and

the use of the corporate logo, as this reflects directly on the Yamaha brand.

All typography should be in the Yamaha fonts - GFT Yamaha Motor and Rotis Semi

Sans - as shown in this manual. Please ensure that all graphic images reflect the

Yamaha brand values.

The quality of embroidery depends on many factors – including materials, embroidery

machines and stitches per centimetre. In addition, the Yamaha Tuning Fork logo

contains very fine details, which are difficult to reproduce with embroidery. For

technical reasons, the corporate logo for embroidery slightly differs from the official

Yamaha logo. Therefore, this variation is permitted for embroidery only.

These versions of the Yamaha logo are permitted for embroidery only. Please contact

Yamaha Motor Europe for approval of your design sketches, to ensure you are using

the correct style, vi@yamaha-motor.nl.

Introduction

Merchandising

Typography and graphic images

Embroidery

The embroidery logo

APPlIcATIons / merchandising

Embossing is a process that applies the logo to the surface of the material. The correct

embossing results are shown here.

Embossing

Video and television commercials allow us to convey the passion of Yamaha products

to customers with images, sound and motion. Because of the exceptional reach and

impact these deliverables offer, a consistent production format is extra-important.

Please see below the end screens that should be used in all video materials produced

by Yamaha. The white background is the Yamaha default end screen, and should be

used for all corporate video purposes. The black version may be used as an alternative

end screen for all other kinds of Yamaha video content.

Video and television

APPlIcATIons / Digital communication Video and television

Always follow these guidelines when producing video/television commercials:

Sound level: -3db

Channel 1: voice-overs

Channel 2: general sound/noise effects, background sounds

Channels 3 and 4: music

www.yamaha-motor.eu www.yamaha-motor.eu

www.yamaha-motor.eu

www.yamaha-motor.eu

106 107

Please be very careful when producing your own merchandise and ensure that you

employ test samples. Always compare the results with the guidelines in this manual.

Be selective in the choice and durability of the materials employed and the use of the

corporate logo, as this reflects directly on the Yamaha brand.

Typography and graphic images

Powered by Yamaha merchandising

All typography should be in the Yamaha font, GFT Yamaha Motor, as shown in this

manual. Please ensure that all graphic images follow the visual guidelines in the

relevant sections of this manual.

APPlIcATIons / merchandising Powered by Yamaha merchandise

Stamping and engraving is a process that impresses the logo into the material. The

correct stamping and engraving results are shown here.

Stamping & engraving

APPlIcATIons / merchandising

108 109

APPlIcATIons / merchandising Powered by Yamaha merchandiseAPPlIcATIons / merchandising Powered by Yamaha merchandise

Logo 3D 1, 2: Examplese show minimum area for labels;3, 4 Examples with logo aligned to bottom right;5, 6: Examples with logo and tagline centered;7: Curved banerflag example.

Logo Red 1, 2: Examplese show minimum area for labels;3, 4 Examples with logo aligned to bottom right;5, 6: Examples with logo and tagline centered;7: Curved banerflag example.

Logo Diapositive 1, 2: Examplese show minimum area for labels;3, 4 Examples with logo aligned to bottom right;5, 6: Examples with logo and tagline centered;7: Curved banerflag example.

Recommended Applications 1, 2: 3D PBY Logo on transparent surface (centered);3: 3D PBY Logo on carpet;4: 3D PBY Logo on slippers.

110 111

APPlIcATIons / VeHIcles Company trucks and dealer vehiclesAPPlIcATIons / VeHIcles

Yamaha employs a range of vehicles – from dealer vans to promotional trucks. The look

and feel of the vehicle must always reflect the Yamaha brand and have an uncluttered,

high quality appearance. When applying the visual identity components to a vehicle,

always consider the vehicle type and its application, and follow these regulations.

Always use the full-colour corporate logo. If this is technically impossible, use the

single-colour logo. Always use white or silver as the base colour. Headline text must

be in the Yamaha font, GFT Yamaha Motor. Support text is always in Rotis Semi

Sans Light.

Vehicles

RAL references Cool Gray 4 RAL 7047

Cool Gray 10 RAL 7046

Red 485 RAL 3020

Pantone Silver 8001 RAL 9006

Black RAL 9004

White RAL 9003

Company trucks and dealer vehicles

Company Trucks: Actual Samples

Dealer Vehicles: Actual Samples

112 113

Same as for all our communication materials and activities, all our shows should

reflect the same Yamaha brand identity and brand image all over Europe. Yamaha’s

emotions, excitement and challenge should always be present.

The Yamaha corporate logo in 3-D landscape form must appear at the trade show or

conference stand at least once, either near the hospitality desk or at the reception

area.

Shows

APPlIcATIons / sHoWs

For all queries relating to packaging design, please refer to examples shown here or

contact Yamaha Motor Europe Parts and accessory division: vi@yamaha-motor.nl.

Packaging

APPlIcATIons / PAcKAgIng

Packaging: Actual Sample

114 115

APPlIcATIons / sHoWsAPPlIcATIons / sHoWs

Shows: Actual Samples Shows: Actual Samples

117

conclUsIons

The rules in this guide are important. We ask that you respect and apply them

wherever necessary. Consistency is key to increasing consumer awareness of, and

preference for, the Yamaha brand.

Thanks a lot in advance to help supporting & strengthening Yamaha Visual Image

in Europe.

Any questions relating to this guide should be sent to vi@yamaha-motor.nl.

Conclusions