VISUAL IDENTITY MANUAL / Exterior Signs

Basic elements

Contents

Basic elements

Introduction

Basic elements

Principle of Corporate Marks

Corporate Marks

Corporate Colors

Product Logotypes and Typeface

Introduction
This section of the Visual Identity Manual of Mitsubishi Motors is intended to briefly
explain and illustrate corporate rules and regulations relating to Exterior Signs.
All parameters and conditions described herein are applicable worldwide,
and are designed to achieve the following two objectives:

1. To build and promote the Mitsubishi brand with

greater consistency and clarity; and
2. To bring Mitsubishi Motors Corporate Marks and
Logotypes guidelines and requirements as well as
brand colors into global conformity.

Notes:
1. Contents are for Exterior Signs; those for Interior Signs are currently under development
and will be forwarded upon completion.
2. Individual variations or deviations from design described within are prohibited unless prior
consent from Mitsubishi Motors has been granted.

Basic elements
The basic elements comprise Corporate Marks, Corporate Colors and Typeface.
These elements are the core for visually expressing the latest Visual Identity of Mitsubishi Motors.
Appropriate use of these elements will coherently express the Mitsubishi Motors brand image,
and provide needed consistency.
Please follow this Manual when producing items incorporating any or all of the basic elements.

Corporate Marks
The Corporate Marks are the most important elements of the Mitsubishi Motors
design system, and are used in many of the Mitsubishi Motors visual images.

Corporate Colors
The Corporate Colors of the latest Visual Identity of Mitsubishi Motors are Red,
Silver and Black, to clearly differentiate it from competitors,
and to most effectively present the Mitsubishi Motors image.
Mitsubishi Motors Red

Mitsubishi Motors Silver

Mitsubishi Motors Black

Product Logotype and Typeface

Product Logotypes

Product Logotype
The Product Logotypes are only used when identifying specific products.

Typeface
Avant Garde Gothic Demi Condensed is used for Exterior Signs of
Mitsubishi Motors Showroom.
Logotypes requiring non-Roman typeface may use alternative typefaces only
with the prior approval of Mitsubishi Motors.
Any alternative typeface must be similar to Avant Garde Gothic Demi Condensed.

Departmental Descriptors

Dealer name and other information

Service
Genuine Parts
Used Cars

Dealer Name

Principle of Corporate Marks

Horizontal Corporate Mark

Vertical Corporate Mark

Mitsubishi Motors uses two variations of legitimate Corporate Marks

[ Vertical and Horizontal Corporate Marks ] illustrated above.
Use these Corporate Marks based on the specified rules.

Corporate Marks

Principles

917.5

100

100

69
55
115

9.5

12.5

790

16
6.5
16

38.5

38.5

38.5

115.5

All above figures are calculated assuming the height of the three-diamond portion of the Corporate Mark to be 100.

Corporate Colors

Special ink color

4 Color process

Principles

Mitsubishi Motors Red

Mitsubishi Motors Silver

Mitsubishi Motors Black

3 Diamond Mark

Background

Text

PANTONE - 485C

PANTONE - 877C

PANTONE - process black

Magenta
Yellow

100%
100%

Mitsubishi Motors Gray

Black

30%

PANTONE - Cool Gray 5C

Mitsubishi Motors Gray is used only when Mitsubishi Motors Silver
cannot be used due to printing limitation.

The three colors of Mitsubishi Motors Red, Mitsubishi Motors Silver and Mitsubishi Motors Black
are important elements in structuring the Mitsubishi Motors Visual Identity, as well as in displaying
the Mitsubishi Motors brand.
These three colors shall be used in all cases where Mitsubishi Motors Corporate Marks are displayed.
No other colors besides these three colors shall be positioned near the Corporate Mark.

Black

100%

Product Logotypes and Typeface

Typography is the design process applied to create a style for the way written information is presented.
It is used to present a hierarchy of information interesting and dynamic way.
The consistent application of Mitsubishi Motors Corporate Typography, in conjunction with
the Corporate Mark and Corporate Colors, creates a unique typographic style which is
the visual property of Mitsubishi Motors. It makes all communications instantly recognizable,
differentiating Mitsubishi Motors from the competition.

Mitsubishi Motors Corporate Typography comprises two elements:

Product Logotypes

Typeface

Product Logotypes have been specially designed to

communicate product names in advertising and
promotional materials. They are used to make their
appearance consistent and to make them stand out
from surrounding information.
Do not alter or modify Product Logotypes in any way.

The Mitsubishi Motors Typeface for Exterior Signs is Avant

Garde Gothic Demi Condensed. It is a standard typeface
and has been chosen for its balance and compatibility with
the Corporate Marks. The Demi-character weight of Avant
Garde Gothic Condensed should be used for the majority
of applications to maintain consistency as well as a unique
typographic style. The typeface is used for Departmental
Descriptors (for which artwork is supplied), and for locally
produced applications such as dealer name on signs.

Product Logotypes

Departmental Descriptors

Dealer name and other information

Service
Dealer Name
Genuine Parts
Used Cars
8

Avant Garde Gothic Demi Condensed

ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmnop
qrstuvwxyz
0123456789

Application elements

Contents

Application elements / Signs

Principles

11

Image perspective

13

Sign family

14

For Showroom ( with After Sales function )

15

Main signs
Vertical Corporate Mark signs

Tower sign
Wall / Pole Projecting sign

16
18

Horizontal Corporate Mark signs

Fascia
Badge

20
22

Functional signs
Menu sign
Exterior directional and locational signs
Interior directional and locational signs

24
25
26
27

Secondary signs

28

For After Sales shop

Main signs
Service shop signs

Wall / Pole Projecting sign

Badge

29
30

Genuine Parts shop signs

Wall / Pole Projecting sign

Badge

31
32

Functional signs

33

Secondary signs

10

Principles
Showroom sign Objectives:
The Mitsubishi Motors signs described in this Manual have been developed with
a clear strategy to achieve two essential objectives:
First: the strategy recognizes that, apart from the vehicles themselves,
the sign program is the most public statement of Mitsubishi Motors and its values.
For this reason, all signs are designed to be of a consistent clarity, high quality and
high manufacturing standard.
Second: the signs have the obvious function of guiding the customer into and
around the dealership site. This means that there needs to be a clear hierarchy
of information, ranging from the Mitsubishi Motors Tower sign outside the dealership,
through to the desktop signs within the showroom.
Therefore, all signs are complementary and are designed to work in combination
with the others in this manual.

Design Key Factors

All new signs are designed with the following three key factors in order to realize
the Mitsubishi Brand concept with strong visual consistency:
Round-shaped surface
Silver metallic background.
Red line

Fascia / Badge

Tower sign

11

Projecting sign

Principles

After Sales (Service / Genuine Parts) shop signs

Showroom signs (with After Sales function)

1. Main signs

1. Main signs

There are two categories of Corporate Signs, with two sign types
within each category.
Please choose one sign type from each category.

Use Service / Genuine Parts shop signs for differentiation from

showroom facilities signs while unifying the Mitsubishi brand.
There are two types of signs with Corporate Marks for each
Service and Genuine Parts shop.
Please choose at least one for the facility.

Vertical Corporate Mark signs

Tower sign, Wall / Pole Projecting sign

Service shop signs

Horizontal Corporate Mark signs

Wall / Pole Projecting sign, Badge

Fascia, Badge

Genuine Parts shop signs

These signs should be selected and put effective way with reflecting
showrooms environment.

Wall / Pole Projecting sign, Badge

2. Secondary signs

2. Secondary signs
Used to guide customers within showroom facilities.
Functional signs - Service, Genuine Parts, and Used Car sign,
Menu sign, Exterior / Interior directional and locational signs.

12

Used to guide customers to other service functions besides those

indicated by Main sign.
Functional signs - Service, Genuine Parts

Image perspective
Image perspective

13

Sign family

Sign family

Mitsubishi Motors has main signs for Showrooms and a

sign for After Sales shop.

Main signs

Main signs

Vertical Corporate Mark signs

Horizontal Corporate Mark signs

Tower sign
Fascia

For Showroom ( with After Sales function )

1.2H Type

0.9H Type

0.6H Type

Badge
5H Type

6H Type

4H Type

2.4H Type
1.2H Type

Wall / Pole Projecting sign

0.9H Type
0.8W Type

0.6H Type

1.3W Type
1.65W Type

Secondary signs
Functional sign - Service

Menu sign
0.9H Type

1.2H Type

Exterior directional and locational sign

0.6H Type

Functional sign - Genuine Parts

IN
0.9H Type

1.2H Type

0.6H Type

Functional sign - Used Car

Interior directional and locational sign
0.9H Type

1.2H Type

Guide Sign

0.6H Type

Main signs
Wall / Pole Projecting sign - Service

Wall / Pole Projecting sign - Genuine Parts

0.8W Type

For After Sales shop

0.8W Type
1.3W Type

1.3W Type

1.3W Type

1.3W Type

1.65W Type

1.65W Type

Badge - Service

Badge - Genuine Parts

1.2H Type

1.2H Type

0.9H Type

0.9H Type

0.6H Type

0.6H Type

Secondary signs
Functional sign Service
1.2H Type

0.9H Type

Functional sign Genuine Parts

0.6H Type

1.2H Type

14

0.9H Type

0.6H Type

Signs

For Showroom (with After Sales function)

For After Sales shop

15

For Showroom ( with After Sales function )

Main sign

Vertical Corporate Mark signs

Tower sign

2000

400

450

When choosing exterior entrance signs, Tower-type sign is preferable in

offering the ideal opportunity to promote the brand image.
From the four available sizes, choose the optimal fit for the desired location.

320

1650

6H Type

16

5H Type

800

H=2,400mm

H=4,000mm

200

H=5,000mm

H=6,000mm

1300

4H Type

2.4H Type

For Showroom ( with After Sales function )

Main signs

Schematic view
Vertical Corporate Mark signs
Tower sign
Top and side covers
(Mitsubishi Motors Silver)

Fluorescent tubes

Side covers
(Mitsubishi Motors Silver)

Translucent acrylic
(Mitsubishi Motors Red)

Structural frame

Translucent acrylic
(Mitsubishi Motors Black)

Translucent acrylic
(Frosted)

Panel
(Mitsubishi Motors Silver)

Decorative edge
(Mitsubishi Motors Red)

Plinth
(Dark gray)

17

For Showroom ( with After Sales function )

Main sign

Vertical Corporate Mark signs

Wall / Pole projecting sign

1650

200

320

400

Wall / Pole Projecting-type signs are appropriate whenever space or

other physical limitations preclude use of Tower sign.
From the three available sizes, choose the ideal fit to the desired location.

1300

670

1380

1080

800

0.8W Type
1.3W Type
1.65W Type

18

For Showroom ( with After Sales function )

Main signs

Schematic view
Vertical Corporate Mark signs
Wall / Pole Projecting sign
Top and side covers
(Mitsubishi Motors Silver)
Support steel frame
(Mitsubishi Motors Silver)

Structural frame

Fluorescent tubes

Translucent acrylic
(Mitsubishi Motors Red)

Side and bottom covers

(Mitsubishi Motors Silver)

Translucent acrylic
(Mitsubishi Motors Black)

Translucent acrylic
(Frosted)
Decorative edge
(Mitsubishi Motors Red)

Panel
(Mitsubishi Motors Silver)

19

For Showroom ( with After Sales function )

Main signs

Horizontal Corporate Mark signs

Fascia
Fascia-type exterior signs, featuring the new Corporate Colors of Red, Silver
and Black, must always conform to Corporate Mark usage guidelines as
specified in this manual. (refer to page 4-8)
Always position the Corporate Mark on the left of the Fascia, and the dealer
name on the right, using Avant Garde Gothic Demi Condensed typeface.

4000

260

1200

5340

1.2H Type
3000

900

4000

0.9H Type
2000

600

2670

0.6H Type
20

180

200

For Showroom ( with After Sales function )

Main signs

Schematic view
Horizontal Corporate Mark signs
Translucent acrylic
(Frosted)

Fascia

Side and top covers

(Mitsubishi Motors Silver)
Structural frame
Fluorescent tubes

Translucent acrylic
(Mitsubishi Motors Red)

Translucent acrylic
(Frosted)

Translucent acrylic
(Mitsubishi Motors Black)

Side and bottom covers

(Mitsubishi Motors Silver)
Panel
(Mitsubishi Motors Silver)

Open for maintenance

Decorative edge
(Mitsubishi Motors Red)

Decorative edge
(Mitsubishi Motors Red)

21

For Showroom ( with After Sales function )

Main signs

Horizontal Corporate Mark signs

Badge
Always position the Corporate Mark on the left of the Badge sign, and
the dealer name on the right, using Avant Garde Gothic Demi Condensed
typeface.

260

4000

1200

5340

1.2H Type
3000

200

900

4000

0.9H Type
2000

600

2670

0.6H Type
22

180

For Showroom ( with After Sales function )

Main signs

Schematic view
Horizontal Corporate Mark signs
Badge

Translucent acrylic
(Frosted)
Side and top covers
(Mitsubishi Motors Silver)
Structural frame

Fluorescent tubes

Translucent acrylic
(Frosted)

Translucent acrylic
(Mitsubishi Motors Red)

Side and bottom covers

(Mitsubishi Motors Silver)

Open for maintenance

Translucent acrylic
(Mitsubishi Motors Black)
Decorative edge
(Mitsubishi Motors Red)
Panel
(Mitsubishi Motors Silver)

23

For Showroom ( with After Sales function )

Secondary signs

Functional signs - Service, Genuine Parts, Used Car

When After Sales service is provided or used cars are sold in a same
dealer shop, guide customers using these signs.
As the sings are designed in harmony with the Fascia, they must be of
the same size and located at the same height of the showroom Fascia.

260

200

1.2H Type

2000

0.9H Type
260

200

1.2H Type

2000

0.9H Type
260

4000

0.9H Type

24

0.6H Type
200

2000
600

900

1200

3000

1.2H Type

180

600

3000

0.6H Type

900

1200

4000

180

600

3000
900

1200

4000

0.6H Type

180

For Showroom ( with After Sales function )

Secondary signs

Menu sign
Used to show entrance of the showroom,
products displayed and services of the dealer
as well as Corporate Mark and dealer name.

1800

600

25

For Showroom ( with After Sales function )

Secondary signs

Exterior directional and locational signs

These sings indicating each area and directions should be
located outside in the dealers premises.
The contents of the sign shall be as brief as possible, and the
description shall be unified for continuity.

1650

1650
1300

1200

1200

410

325

1300

1300

1300

1300

200

800

1500

1200

200

1500

800

Guide Sign

26

For Showroom ( with After Sales function )

Secondary signs

Interior directional and locational signs

Used to identify each area and the directions inside the dealers facility.
The contents of the sign shall be as brief as possible,
and the description shall be unified for continuity.
480

80

80 80 80

480

250

250

250

250

27

250

250

250

250

Signs

For Showroom (with After Sales function)

For After Sales shop

28

For After Sales shop

Main signs

Wall / Pole projecting sign - Service

800

2600

3300

1.65W Type

29

0.8W Type
1.3W Type

1.3W Type

200

320
1300

1410

1300

870

1650

320

400

Shops providing only After Sales service (not car sales) should use
Wall / Pole Projecting signs with Corporate Mark.
Based on the size of the building or premises, select the size of the
sign and either Wall type or Pole type for maximum visible exposure.
Wall / Pole Projecting signs shall always be displayed.

For After Sales shop

Main signs

Badge - Service
When using the Badge, it may also be displayed in addition
to Wall / Pole Projecting signs for maximum visible exposure.
If your shop building faces the street, the presence of your
shop can be more strongly promoted by the Badge.

260

4000

260

1200

4000

1200

1300

1.2H Type

1.2H Type
200

3000

200

900

3000

900

970

0.9H Type

0.9H Type
180

2000
600

2000

600

650

0.6H Type

0.6H Type

30

180

For After Sales shop

Main signs

Wall / Pole Projecting sign - Genuine Parts

800

2600

3300

1.65W Type

31

0.8W Type
1.3W Type

1.3W Type

200

320
1300

1410

1300

870

1650

320

400

Shops selling only Genuine Parts should use the Wall / Pole
Projecting sign with Corporate Mark.
Based on the size of the building or premises, select the sign size,
and either Wall type or Pole type for maximum visible exposure.

For After Sales shop

Main signs

Badge - Genuine Parts

If your parts shop uses the Badge, it should be used in addition
to the Wall / Pole Projecting sign for maximum visible exposure.
If your shop building faces the street, the presence of your shop
can be more strongly promoted by the Badge.

4000

4000

260

260

1200

1200

1300

1.2H Type

1.2H Type
3000

200

3000

200

900

900

970

0.9H Type

0.9H Type
2000

2000

180

600

600

650

0.6H Type

0.6H Type
32

180

For After Sales shop

Secondary signs

Functional signs - Service, Genuine Parts

When an After Sales shop provides services other than indicated by
Main signs, guide customers using these signs.

260

200

1.2H Type

2000

0.9H Type

260

1.2H Type

0.9H Type

33

0.6H Type

200

2000
600

3000
900

1200

4000

180

600

3000
900

1200

4000

0.6H Type

180

Appendix

Bromide artwork
Vertical Corporate Mark
To display the Corporate Mark on a large item such as a signboard,
reproduce the mark balance as accurately as possible,
based on the following grid scale.

Bromide artwork
Horizontal Corporate Mark
To display the Corporate Mark on a large item such as a signboard,
reproduce the mark balance as accurately as possible,
based on the following grid scale.

Typeface
The Mitsubishi Motors Typeface for
Exterior Signs is Avant Garde
Gothic Demi Condensed. It has
been chosen for its balance and
compatibility with the Corporate
Marks. It is the standard typeface.
The Demi character weight of Avant
Garde Gothic Condensed should be
used for the majority of applications
to maintain consistency and help
create the unique typographic style.
It is used for the Departmental
Descriptors for which artwork is
supplied and for locally produced
applications such as dealer names
on signs.

Avant Garde Gothic Demi Condensed