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U.S. Corporate IdentityGuidelinesPorsche Cars North America, 2016

01MarqueWhenever possible, the complete marque should be used on all marketing materials (printads,online banners, fliers, etc.), unless the sizing requirements dictate using the logotype (ieon ballpoint pens or embroidered materials). The crest should never be used alone,particularly not as a screen background or as a display piece. The exception to usingthe crest as a stand-alone object is with outdoor displays, such as the dealership’spylon.No modifications of any kind are permitted to the design of the marque, as shown below.Thecolors of the marque may not be changed, and any enlargements or reductions mustalways be made to exact scale, such that all parts of the marque are modified in perfectproportion. For more detail on sizing requirements, please see page 8.For the North American markets (PCNA & PCL), the Registered Trademark symbol isrequiredwhenever the marque is used. The correct version of the marque for these markets isavailable on the PDMS website under Learning Resources - CI Guidelines.Porsche Marque Quick Facts:1. The marque is the combination of the Porsche Crest and Porsche Logotypein a specified arrangement.2. Do not change anything about the Porsche marque including: spacing, sizing,colors, shading. Only use the Porsche marque versions provided on the PDMSsite.3. The four-color Porsche marque should only be placed on a white background.The line-art version may be placed on grey with prior approval (see pg 10 forColors).4. Only one Porsche marque per marketing material can be used.5. The Porsche marque cannot be incorporated into the dealership name.6. The Porsche marque should be treated as an image/graphic, not words.

02Commo ErrornsWhen using the Porsche Marque in marketing activities, ensure you do notdothe following:A. Place the 4-color marque on a dark background.B. Use the crest as a stand-alone logo, or change the colors within themarque. C. Distort /change proportions between the crest and logotype,white space,or exclude the registered trademarksymbol. D. Use a low-res/edited version ofthe Amarque.BCD

03Marqu OptionesIn addition to the standard 4-color marque, there are two other variants available for dealeruse.The three variations can be downloaded in high-res .eps and .jpg files from the PDMSwebsite under Learning Resources - CI Guidelines.Whenever possible, preference should be given to the standard 4-color marque. Thisvariantcan only be printed using a 4-color printing process, and great attention should be given tothe quality of the final print. This variant should only appear on a white background. Theblack-and- white marque should follow the same usage guidelines. NOTE: There is noshadow on the B&W or line-art versions.A line-art variant of the marque is for use in small-space classified advertising, or whereprinting quality prevents the use of the black-and-white marque e.g., in some newspapers.Although a white background is preferred, this marque can be printed on grey, silver, orblack (see Colors, page 8). This is the only variant that can be placed on a non-whitebackground, with prior approval from the Area Marketing Manager, or PDMSRepresentative.

04LogotypeThe Porsche logotype derives its characteristics from the stretched form of thecapitalLetters of “Porsche”. This is the only acceptable form of the logotype. The specificshape of the letters in the logotype must not be used for anything other than thePorsche logotype.As with the marque, the logotype must always be used with the RegisteredTrademarksymbol in the North American markets (PCNA/PCL). The logotype cannot bemodified in any way, and any enlargements or reductions must always be made toexact scale. The minimum size of the logotype is 10mm. Anything smaller will resultin blurring, and should not be used.The logotype can be used in five color combinations. Although the black logotypeon awhite background is preferred, other combinations include: Porsche Red (Pantone201C) on white, Porsche Red on black (typically reserved for Porsche Motorsportactivations), light grey (Pantone 427C) on white, and white on black. These are theonly acceptable color combinations. Both the Porsche Red and black logotypevariants are available on the PDMS website under Learning Resources - CIGuidelines.When using the logotype in combination with a project, or service, the logotypeshould always be on top. The other designations should be below, with a spacing oftwice the height of the logotype letters (2a). The height of the letters in anydesignation must not exceed the height of the logotype itself, as shown below.For more details on proper spacing for the logotype, please refer to page8.

05SizeThe marque has the following proportions: the crest is .60” (15mm) high, the logotype is1.58”(40mm) wide. The crest is centered above the logotype at the height of 1 capital letter.When reproducing the marque, the maximum crest height is 1.78” (45mm) and theminimum crest height is .45” (11.4mm). Accordingly, the logotype length cannot be anyshorter than 1.19” (30mm). The blank space around the marque is at least double theheight of the capital letter of the logotype.For reasons of format, e.g. existing press shapes on packaging, ballpoint pens, buttonsorthe printing process on sizes which are too small and do not meet quality standards (e.g.in the screen printing process or in embroidered form), the use of only the logotype ispermissible.The logotype cannot be reproduced any smaller than 25mm, as shown below. Anythingsmallerwill cause blurring.

06SpacingThe white space around the marque must be at least double the height of thecapital letter of the logotype (a). The relationship between the crest and logotypeis the height of the letters in the logotype (1/2 a). For the front pages ofbrochures, magazines, ads, etc., one crest height counts as the default for freespace.The logotype must always be surrounded with open space. The space on the topandthe bottom should be at least double the height of a letter (a). The space on thesides should be at least the width of a letter (b). One exception: the combinationlogotype with crest.The logotype must not be enclosed by borders or used in designs in combinationwithother words or graphic elements. The incorporation of the logotype in otherdesigns, a signet for example, must be approved by Porsche AG/Vertrieb.

07ColorsThe Porsche AG Red can be used by dealers exclusively for the logotype, as shown onpage5. The Porsche Red is not to be used as an area background color, or for the logotypewithin the marque. When the logotype is printed in Porsche Red, it can be on either awhite or black background, although white is preferred.PorscheRedC:30 M:100 Y:70 K:11 / Pantone 201CThe E-Hybrid color is Acid Green. This color can only be used for the E-Hybrid logo, EHybridprint materials, and E-Hybrid signage. White is the preferred background color for the EHybrid logo. The Acid Green cannot be used as a background color.AcidGreenR:206 G:220 B:0 / Pantone382CThe secondary colors are light grey and silver. The light grey corresponds to a 12%screen of black in half tone print, while the silver corresponds to the metallic silver vehiclecolor. These colors can be used a background color, although white is preferred. In Print,Silver Metallic can be used as a subhead color. All caption or non-headline text should beprinted in full black.SecondaryColorsBlack: Pantone Black / Silver Metallic: Pantone Metallic 877C / Grey: Pantone427C

08FontsThe typefaces Porsche Franklin Gothic Condensed and Porsche News Gothic Regularcombine the advantages of the legibility of an Antiqua typeface with the classic neutralityof sans serif. The letter spacing should always be set to “normal”, and all capital lettersmay not be used.The text is always left justified, never in a grouped style, and not overlaid onimages(exceptions: out of home and direct mail - page 16). The typography is always kept insimple black or grey on white, making it quiet and understated, focusing attentiondirectly on the product.Porsche Franklin Gothic Condensed: Headlines, Sub-headings, page numbersPorsche News Gothic Regular: Copy text, picture captions, page numbersPorsche News Gothic Bold: Display within copy text and for externalidentification.The “Carrera” typeface was developed specially for use as a model identification onvehicles only. In copy text, model designations are set in either Porsche FranklinGothic or Porsche News Gothic, and like the “Porsche” name itself, may not behyphenated, combined, or used with an apostrophe (ex. are 911 Carrera, Boxster,Turbo, etc). This font is prohibited for use in any body text, and cannot be developed intoa separate logo.Porsche Franklin stuvwxyz1234567890Porsche News stuvwxyz1234567890Carrera Font: DO NOTUSE

A Materiald s09Our Corporate Identity Guidelines define not only our standards in termsof the individual components within communications, but also the formalrequirements on how those components are arranged. The design ofthese communications requires a consistent representation across allmedia-types.Clarity of layout, conciseness, uniformity andunity.The following pages contain guidelines for representing the Porschemarque invarious media types, using all the advertising materials listed. To ensurethat Porsche enjoys a unified public identity, the designs of the differentadvertising materials are consistent with one another. This identity hasbeen designed in such a way as to be quickly and easily recognizable.For Print, Direct Mail, or Email communications, the content is reduced tojust a few powerful lines, which simultaneously convey the facts as wellas stirs emotions. In order to focus attention on the product and, at thesame time create a sense of excitement, every communication mediumcontains significant white space. There should be nothing to divertattention away from the vehicles, even in the background.In all customer communications, photographs should depict the vehicleclearly,and should not be blurred. The text backs up the visual identity thoughan easy to understand presentation of technical features, emotionaltonality and avoidance of smugness and arrogance.The photographic style should not be cold or technical, rather traditionalandemotional. All marketing material images must be sourced from the PDMSsite, or considered approved marketing imagery. The vehicle cannot becropped in any way.An exception to the above is afforded to close-ups used forPorscheTequipment and Porsche Exclusive communications.

10PrintPrint Ad Quick Facts:1. All print ads should feature only one, four-color Porsche marque,located in the bottom right corner.2. The image should be roughly 1/3 of the entire ad space, and shouldbe clear, free of distractions, and the vehicle should remainuncropped.3. The image used in the ad should be from the PDMS site, or mustbe considered approved marketing imagery.4. The copy and subhead should speak to the model(s) in the imageonly.The copyrightshould reflectthecurrent calendaryear.All ads5.shouldinitially belineproducedin color,regardlessof the finalproduct.Onceapproved, the ad can then be printed in grey scale (in the case ofnewspapers). Do not initially design the ad in grey scale, as this distorts thevehicle image and the marque. Magazine ads should be printed in colorAds in magazineswheneverpossible.should be at least one full page, or if possible, twopages.The image is rectangular and horizontally aligned, filling roughly 1/3 ofthe page. The distance from the image to the border must always beexactly the same on all sides. The headline and caption are indentedright, withappropriate hyphenation and paragraph breaks. The sub-head containsspecific details regarding the product. The copyright information is alwaysabove the image, as shown on the next page, while the use of the Mobil1and Michelin logos are immediately beneath the image.