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GUIDELINE NO 5.DETAILING THE CI BASICS FOR OFFICIAL BMW CLUBS.AK-50 October 2020

WHAT YOU WILL LEARN.What lies in store for you.At a glance.34Basics.Consistent appearance – worldwide.Consistent appearance within the individual BMW Clubs and the various media.The new BMW symbol.Protection status of the BMW symbol and BMW wordmark.56789Guideline.Creating a BMW Club name.Creating a BMW Club signet.The new BMW Club logo.- Designing the BMW Club logo.- Designing the BMW Club logo (Pairing).- The right size of the BMW Club logo.- The correct positioning of the BMW Club logo.- The right print template for each reproduction technique.- Application of the BMW Club identifier.Visual world.Merchandising articles.Digital media.Print media.Correspondence.Badges and pins.Membership card.1011121314151617181920212225262829Contact & support.30Detailing the CI basics for official BMW Clubs.Version 2.0.10 Last revised October 2020 Page 2

WHAT LIES IN STORE FOR YOU.Official BMW Club members identify strongly with the BMW brand and associate BMW products with theirown values. As ambassadors and multipliers of the BMW brand and its products, however, they also bearresponsibility for representing BMW in a way that is characteristic of the brand.After all, the BMW brand is highly valuable, and such value must be protected. On the one hand thismeans adhering to certain shared basic rules, but it also means preserving individuality and setting oneselfapart from other BMW Clubs.The BMW Club appearance should be based on the premium claim of the BMW brand. The club must alwaysbe clearly recognisable as the sender.Whenever the term “BMW Club” is used throughout the document, exclusively official BMW Clubs are addressed.The usage of this guideline is obligatory for the official BMW Clubs within the BMW Clubs International Council.These design guidelines have been developed in close collaboration with the BMW Club & CommunityManagement. They outline the new appearance using examples for all the relevant media applications, aremandatory worldwide and apply without restriction to all communication and correspondence materials.Detailing the CI basics for official BMW Clubs.Version 2.0.10 Last revised October 2020 Page 3

AT A GLANCE.123The communication and design of BMW Clubs are gearedtowards the premium claim of the BMW brand.The individual BMW Club logo ensures recognitionof an official BMW Club and is designed accordingto binding guidelines.Every official BMW Club has an identifier which servesas seal of quality.Detailing the CI basics for official BMW Clubs.456The BMW wordmark and symbol are subject to worldwidecopyright protection and may only be used in connection withthe club logo. Any use of the wordmark and symbol outsidethe approved club logo is in breach of trademark law.The symbol never performs a utilitarian function andis never placed in positions or on objects which impactnegatively on image.Visuals must be of high quality in both content andappearance. Symbols with negative associationsare to be avoided.Version 2.0.10 Last revised October 2020 Page 4

BASICS.We introduced our new BMW symbol in the spring of 2020. After more than 20 yearsof using our familiar logo, we now take yet another and clearly visible step into theautomotive future with the modernisation of our appearance.We would also like the BMW Clubs to accompany us on this exciting voyage for thebenefit of a uniform appearance, to where the logos of the BMW Clubs will also beadapted to the new design until the end of 2021.Please refer to the following paragraph in order to find out about the importance of auniform and reputable external image for the premium brand BMW, to get to know thenew BMW symbol, and to obtain information on the protection status of our brand.Detailing the CI basics for official BMW Clubs.Version 2.0.10 Last revised October 2020 Page 5

BasicsWhy do strict rules applyto the BMW Club logos?THE BMW CLUB APPEARANCE.CONSISTENT ALL OVER THE WORLD.The BMW brand is perceived as a premium brand all over the world. It is indispensable that this premium claim also be reflected in theoutward appearance of all BMW Clubs worldwide. The layout of the BMW Club logo is thus subject to standardized guidelines, making theofficial BMW Clubs all over the world easily recognizable as such and as part of our global family.The individual layout of the respective logo in turn emphasises the independence of each individual BMW Club.ExamplesOrganisationName (examples)*Please note that the logosshown in this document areconceivable implementationsof the changes.These examples are currentlynot confirmed or usedby the respective BMW Clubs.Umbrella organisationInternational Councilof BMW ClubsContinents, countries,states or regionsLogo (examples)*BMW ClubsInternational CouncilBMW Auto Club EquadorBMW Car Clubs IndonesiaBMW Auto ClubEquadorBMW Car ClubsIndonesiaBukittinggi ChapterBMW Motorcycle Clubof Northern CaliforniaBMW ClubGarmisch-Partenkirchenund Oberland e.V.The BMW ClubUK & IrelandOxford sectionThe BMW Club UK & IrelandBMW Motorcycle Club of Northern CaliforniaBMW Club Garmisch-Partenkirchenund OberlandClassic and typesBMW Youngtimer Club ItaliaBMW Youngtimer ClubItaliaDetailing the CI basics for official BMW Clubs.Version 2.0.10 Last revised October 2020 Page 6

PEARANCE.THEBMWCLUBCLUBTHEAPPEARANCE.BMW CLUB APPEARANCE.CONSISTENCY WITHINTHE INDIVIDUALBMW POWERFUL,FLEXIBLE.The appearance of the BMW Groupis contemporary and striking. It isessentially uniform but offers clubsscope for differentiation.Jane DoeNameMaxMusterNameBMW ClubSample21 Sample 890membership number012345678912/2022valid learrulesrulessosoasastotoensurecompliancewith the withBMWthe BMWensure ations.claim. The rulesrules set out here help create an inset out here help create an individualdividual BMW Club appearance.BMW Club appearance.AdrGültig bisMitgThere are clear rules so as to ensurecompliance with the BMWbrand’s premium aspirations. Therules set out here help create an individual BMW Club appearance.BMW Club of Sample City99 Sample RoadMXHF87BMW Clubxy Sample CityMusterstraße 00000000 Musterstadt34.Musterstadt34.Sample CityRennen.RaceMeldenSienow!sich jetzt an.Sign up34. Musterstadt Rennen.BMWMus000Melden Sie sich jetzt an.BMW ClubMusterstadtBMW ClubSampleXYZ34. MusterstadtSample City Race34.Rennen.Sign up now!MeldenSie sich jetzt an.34. Musterstadt Rennen.Melden Sie sich jetzt an.Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the dummyWeit hinten, hinter den Wortbergen, fern der Länder Vokalien und KonsonantienBMW ClubSampletexts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean.leben die Blindtexte. abgeschieden wohnen Sie in Buchstabhausen. An der KüsteWeit hinten, hinter den Wortbergen, fern der Länder Vokalien und KonsonantienA small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematicdesSemantik, eines großen Sprachozeans. Ein kleines Bächlein namens Duden fließtleben die Blindtexte. abgeschieden wohnen Sie in Buchstabhausen. XYZAn der Küstecountry, in which roasted parts of sentences fly into your mouth.durch. Ihren Ort und versorgt sie mit den nötigen Regelialien. Es ist ein paradiesmatisches Land, in dem einem gebratene Satzteile in den Mund fliegen.InternetInternetOfficial BMW ClubOffizieller BMW Clubdes Semantik, eines großen Sprachozeans. Ein kleines Bächlein namens Duden fließtdurch. Ihren Ort und versorgt sie mit den nötigen Regelialien. Es ist ein paradiesmatisches Land, in dem einem gebratene Satzteile in den Mund fliegen.Official BMW ernetMemBMW ClubSampleBMW ClubMusterstadtXYZOfficial BMW ClubBMW ClubSampleAdvertisementAdvertisementBMW ClubMusterstadtBMW ClubSampleAdvertisementXYZClub shirtjacketPoloand Club jacketClub jacketClub capClub capClub capCoffee mugPinPinPinBMW Brand Identity CI Standards for design guidelines for the appearance of BMW Clubs BasicsVersion 1.2 Last revised: February 2018 Page 5BMW Brand Identity CI Standards for design guidelines for the appearance of BMW Clubs Basics Version 2.0.10 Last revised October 2020VersionDetailing the CI basics for official BMW Clubs. Page 1.27 Las

BasicsTHE NEW BMW SYMBOL.CONSISTENCY AND REFINEMENT MAKE A VALUABLE BRAND.1917 - 2020191719331953196319972020Since the introduction of the BMW emblem in the autumn of 1917,it has been revised in more or less regular intervals. It was modernisedto adapt it to the respective times, whilst at the same time maintainingand strengthening the character of the brand.The new BMW symbol is availableon request:bccm@bmwgroup-classic.comOnly the official file at hand maybe utilised for the creation of aBMW Club logo.A transition period until 31.12.2021applies for the use of the former BMWClub logo (the old BMW symbol).From 01.01.2022 on, only the newBMW Club logo (featuring the newBMW symbol) will be permissible.After more than 20 years, the BMW graphic logo again experiencedan “update” in March of 2020. However, this is much more than a meredesign update. As an essentially modernised BMW brand appearance,it reflects the importance of the BMW brand for mobility and “sheerdriving pleasure” in the future and is a synonym for the conversion of theBMW brand into a “Relationship Brand”.With the candour and clarity the new transparent BMW symbol emanates,it entices more than ever before to become a part of the World of BMW.Detailing the CI basics for official BMW Clubs.Version 2.0.10 Last revised October 2020 Page 8

BasicsTHE NEW BMW SYMBOL AND THE BMW CLUB WORDMARK.PROTECTING A DISTINGUISHED BRAND.DoUtilisation and protectionof the BMW symbolThe BMW symbol is subject to worldwide copyright protection and maybe utilised only with the permission of BMW. This permission is grantedexclusively for utilisation within the respective BMW Club logo.Any other utilisation of the BMW symbol is strictly prohibited or will haveto be explicitly authorised by BMW.BMW Car Clubof Sample CityUnder no circumstances will it be permissible to modify form or colourof the BMW symbol, to utilise it as a decorative or functional element,to combine it with graphics or text or to employ it within continuous textas a substitute for the name “BMW”.Utilisation and protectionof the BMW wordmarkDon’tP werin die frühen 1960er Jahre reichendie Anfänge diesesClubs zurück,als Max Mustermann sich seinenersten gebrauchtenvon seinemgesparten Ausbildungslohn gekauftThe BMW wordmark always appears in uppercase letters. This also appliesif used as a part of the term BMW Club.BMW ClubBmw ClubSimilar to the BMW symbol, the BMW Club wordmark is subject toworldwide copyright protection and may only be used as a senderby official BMW Clubs and only to the extent permissible.BMW ClubBMW-ClubBMW ClubsBMWClubBMW Motorcycle ClubMoto ClubBMW KlubbenClubBMW Car ClubB M W ClubBMW Owners ClubClub of BMW OwnersThe term BMW Club unmistakably indicates that the club is an official BMWClub. The brand “BMW” always appears first, followed by the name of theclub. In some cases, the term BMW Club can be e ClubSampleBMW Car Clubof Sample RegionM ChapterThe distances to the format edge andthe dominant picture element areinsufficient.Detailing the CI basics for official BMW Clubs.BMW ClubSamplePoor contrast, background colourand blue used in the BMW symboltoo similar.BMW ClubSampleBackground colour too light. BMWsymbol and text poorly visible.Logo on restless backgroundhard to identify.Version 2.0.10 Last revised October 2020 Page 17