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CAR CARE CENTERCORPORATE IDENTITY MANUAL

TABLE OF CONTENTSLOGOIntroduction . . . . . . . . . . . . . . . . 4Color Palette . . . . . . . . . . . . . . . . 5Typography. . . . . . . . . . . . . . . . . 6Correct Usage . . . . . . . . . . . . . . . 8Incorrect Usage . . . . . . . . . . . . . . 9Clearance. . . . . . . . . . . . . . . . . 10STATIONERYBusiness Card . . . . . . . . . . . . . . . 11Letterhead . . . . . . . . . . . . . . . . 12Envelope . . . . . . . . . . . . . . . . . 13MARKETINGPoster. . . . . . . . . . . . . . . . . . . 15Magazine Ad. . . . . . . . . . . . . . . 16Coupons . . . . . . . . . . . . . . . . . 17UNIFORMSUniform 1 . . . . . . . . . . . . . . . . . 19Uniform 2 . . . . . . . . . . . . . . . . . 20Uniform 3 . . . . . . . . . . . . . . . . . 21WEBSITEWebsite 1. . . . . . . . . . . . . . . . . 23Website 2. . . . . . . . . . . . . . . . . 24Website 3. . . . . . . . . . . . . . . . . 25

INTRODUCTIONMeineke Car Care Center offers a varietyof options, budget for customers who wantquality service and fast repair for their vehicles.The classic logo illustrates a road in a curvedperspective which is automatically referringto an auto repair center. The logo itself isrectangular and also has the same colorscheme as one of it's competitors.The concept for the re-designed logo featuresan upgraded identity. It involves brand newcolors, sharp/round corners and an effect thatreflects velocity which represents the speed ofMeineke's services. The new logo will be moreeye-catching for the public and will labeled asa distinct company who offers great quality fortheir consumers worldwide.CLASSIC LOGOCAR CARE CENTERNEW LOGO4MEINEKE Car Repair Center

COLOR PALETTECAR CARE CENTERPantone 179CMYK 0 79 100 30R 241G 93B 34Pantone Black 7CMYK 001582R G B 848374COLOR PALETTEIt is important to maintain the MEINEKEcolor palette in order to create brandunity and consistency. The preferredcolor palette for use in MEINEKEapplications is orange (Pantone 179) and(Pantone Black 7).CONVERSIONSWhen working in media that does notuse Pantone colors use the values to theright to match the Pantone color. Thisshould provide the best color consistency.55

TYPOGRAPHYTypography is important to maintain aconsistent brand identity. The primarytypeface chosen for the MEINEKE voice isDelta Jaeger. The logo should always beDelta Jaeger BookDelta Jaeger tuvwxyz0123456789 {(,.!@# % &*)- }Delta Jaeger Light stuvwxyz0123456789 {(,.!@# % &*)- }Delta Jaeger uvwxyz0123456789 {(,.!@# % &*)- }Delta Jaeger Book stuvwxyz0123456789 {(,.!@# % &*)- }6MEINEKE Car Repair Center

TYPOGRAPHYDelta Jaeger rstuvwxyz0123456789 {(,.!@# % &*)- }Delta Jaeger stuvwxyz0123456789 {(,.!@# % &*)- }Delta Jaeger Medium stuvwxyz0123456789 {(,.!@# % &*)- }Delta Jaeger uvwxyz0123456789 {(,.!@# % &*)- }Delta Jaeger Bold stuvwxyz0123456789 {(,.!@# % &*)- }77

CORRECT USAGEThe logo can be used as a design elementon applications and can becropped forartistic reasons. The mark itself can beused as a separate design element as well,as long as it isn’t rotated or mirrored.CAR CARE CENTERIn full colorCAR CARE CENTERBlack LogoCAR CARE CENTERPantone Black 7 C backgroundwith colored logoCAR CARE CENTERCAR CARE CENTERMark alone and in different tint8MEINEKE Car Repair Center

INCORRECT USAGECARCAR EC E NTE RDo not stretch or distort logoCAR CARE CENTERNever place the logo with a backgroundthat doesn’t showcase the logo in afavorable mannerCAR CARE CENTERDo not add a different color font withthe logo. It isn’t the orginal color of thecompanyR ETN E C E RAC RACNever manipulate the mark from it’soriginal position99

CLEARANCEThis is the clearance space for the logowhen its being used on advertisements andapplications. The only time the clearancearea is invalid is when the logo is beingused as a design element. The clearance allthe way around the logo is the height ofletter “M” in the logo.12m12mm12CAR CARE CENTER1210MEINEKE Car Repair Centerm

BUSINESS CARDThe business card is not a typical corporatedesign. We wanted to continue a nontraditional design. The size of the card is2”H x 3.5”W. The type used on the cardis Delta Jaeger for all type. The margin forthe text and logo is .2” around. The back ofthe card is simply a design element.2” margins.2" marginsCAR CARE CENTERFRONTFranchise Development SpecialistJASON BARCLAYwww.meineke.com.2" ay@meineke.com128 S. Tryon Street, Suite 900Charlotte, NC 28202emailaddressMYBACKMoneyChoice2" H3.5" W1111

LETTERHEADThe letterhead is also not a typicalcorporate design. We wanted to continuea non-traditional design. The logo shouldbe placed on the top left-hand corner. Thecontact info should be placed underneaththe logo. The size of the letterhead is8.5 " W x 11" H. The type used on theletterhead is Delta Jaeger for all type thatshows contact info. The margin for the textand logo is .3"around.www.meineke.comCAR CARE CENTERphone 704-588-7227fax 704-372-4826128 S. Tryon Street, Suite 900Charlotte, NC 2820212MEINEKE Car Repair Center

ENVELOPEThe envelope continues the untraditionalcorporate design. The logo should beplaced on the top left-hand corner with theaddress underneath. The size of theenvelope is 4.125 " x 9.5 ". The type usedon the letterhead is Delta Jaeger for alltype that shows contact info. The marginfor the text and logo is .25 " around.4.125" HCAR CARE CENTER128 S. Tryon Street, Suite 900Charlotte, NC 28202www.meineke.com.25" margins9.5" W1313

UNIFORM 1These polo shirts are for Sales Associates.They will be provided with a dark gray anda white shirt with the logo which is locatedon the left side of the the shirt.CAR CARE CENTERCAR CARE CENTER1919

UNIFORM 2This is an apron for the Auto Technicianswhich are responsible for diagnosing,repairing and performing preventivemaintenance for customer's vehicles.They will also handle advanced repair forvehicles.YOURNAME20MEINEKE Car Repair Center

UNIFORM 3This is a shirt for the MaintenanceMechanics with a name tag on its rightside. They will handle basic services whichis offered by Meineke.YO U RNAM ECAR CARECEN TER2121

WEBSITE 1Meineke's website should always have thefull color logo placed on the top left corneron all pages. The home page basicallyshould display guidance for advertismentdeals. The colors scheme should consist ofthe preferred color palette.ENGLISHHOMESERVICESCENTER LOCATORIT’SYOURRIDEYOUDECIDEMYMoneyChoiceHOMEBe Car Care AwareMAINTENANCESTATECONTACTAK- AlaskaAL- AlabamaAR- ArkansasAZ- ArizonaUSCA- CaliforniaCO- ColoradoCT- ConnecticutDC- District of ColumbiaDE- DelawareFL- FloridaGA- GeorgiaSERVICESPERSONALPRICINGon brakesClick her for detailsJOIN THEFAN CLUB NOW!SERVICES CENTER LOCATORCITY or ZIP CODEGOSEARCHCAR CARE CENTERFIND YOUR LOCAL MEINEKEESPAÑOLMAINTENANCECAR CARE CENTERCOUPONSJOBSOil eeringCV Joints/BootsNational FleetsAccessories & EnhancementsFRANCHISE OPPORTUNITIESCONTACT USCopyright c 2011 Meineke Car Care Centers, Inc.2323

WEBSITE 2The second page of the website should beconsistent in terms of colors and layoutwith the home page. The services pageshould include different services thatMeineke offers.ENGLISHHOMESERVICESGOSEARCHCAR CARE CENTERCENTER LOCATORFIND YOUR LOCAL MEINEKEESPAÑOLMAINTENANCECITY or ZIP CODESTATECONTACT USOil Changes Tires & Wheels Fuel Injection Transmission Flush Windshield Wiper Blades Fuel EconomyMYSERVICESMoneyChoiceNeed something to rejuvenateyour vehicle?How can Meineke help?Come to Meineke for our complex varieties of services,prevent car problems and keep your vehicle in shape!At Meineke Car CareCenters, we have oil plentyof options to fit any budget.Check out our optionsbelow and choose theoption that's best for you!What are all these services for?It is very important to maintain your vehicle in order toensure proper running condition and to maximize the life ofyour vehicle. Below is a list of auto maintenance services and explanations of what each service entails and why it is necessary for yourvehicle. For more information about the auto maintenance services required for your specific vehicle, consult your owner's manual.Click Here to download ourPDF formatted details forservices.JOIN THEFAN CLUB NOW!Choose any of these Services from the list below to learn moreCAR CARE CENTERHOMEBe Car Care Aware Oil Changes Tires Brakes BatteriesSERVICESCENTER LOCATOR Exhaust A/C Steering CV Joints/BootsMAINTENANCECOUPONSCopyright c 2011 Meineke Car Care Centers, Inc.24MEINEKE Car Repair Center National Fleets Accessories & EnhancementsJOBSFRANCHISE OPPORTUNITIESCONTACT US

WEBSITE 3The third level of the website should beconsistent in terms of colors and layout withthe previous pages. This page is linked withthe Services page. This is displayed once theOil Changes link is clicked.ENGLISHCAR CARE CENTERHOMESERVICESGOSEARCHCENTER LOCATORFIND YOUR LOCAL MEINEKEESPAÑOLMAINTENANCECITY or ZIP CODESTATECONTACT USOil Changes Maintenance Tires Brakes Batteries Exhaust A/C Steering CV Joints/Boots National Fleets Accessories & EnhancementsSERVICESOIL CHANGESOil eeringCV Joints/BootsNational FleetsAccessories & EnhancementsYour vehicle's engine has hundreds of moving parts in it. Theseparts cause friction when they rub against each other and thefriction, in turn, causes massive amounts of heat in your engine.To protect against all of this friction and heat, we introducelubricating oil into the engine. The oil has two jobs in theengine. One is to reduce the amount of friction by putting aBASICOil & filterTire RotationAir Pressure Check23-Point Courtesy Check 19.95layer of oil between the moving parts and the other is to helpcool the parts of the engine as it circulates through.If there were no oil in your engine, the moving parts wouldPREFERREDOil & filterTop Off FluidsTire RotationAir Pressure CheckRoadside Assistance23-Point Courtesy CheckSUPREMEOil & filterTop Off FluidsTire RotationAir Pressure CheckBalance-Check All TiresRoadside Assistance23-Point Courtesy Check 29.95create so much heat that they would eventually melt togethercausing the engine to lock up. Once those engine parts melttogether, there is no getting them apart. So we can all agree thatthe oil in your engine is pretty important. But why change theoil? Isn't the oil that came with the vehicle good enough? 49.95Over time, oil breaks down. There are many factors that contribute to the breakdown of the oil in your engine, butheat is the biggest contributing factor. In addition to the breakdown of the oil itself, there are also additives that areput in engine oil. These begin to break down and lose their effectiveness over time. There is also the issue ofcontamination. Small bits of dust, dirt and debris get into your engine and make their way into the oil. All these little2525

Franchise Development Specialist CAR CARE CENTE R JASON BARCLAY address email fax phone MY Mone y Choice 704-588-7227 704-372-4826 Jason.Barclay@meine