JAGUAR STYLE GUIDE

2012 INTRO TO NEW LOGOS AND FONTS

PAGE 1
LOGO USAGE GUIDELINES
BACKGROUNDS

The Jaguar logo consists of two elements: the CHROME

leaper and the wordmark. Never separate or
crop these elements.

The chrome version of the Jaguar logo is used

across all communications unless you are com-
promised by material and finish. In which case,
use the outline version of the logo. There is a
different version of the outline logo for smaller OUTLINE / LARGE
applications.

There is a different version of the chrome logo

for use on black backgrounds.

WHITE BACKGROUNDS
The Jaguar chrome logo should appear on a
white background whenever possible. OUTLINE / SMALL

BLACK BACKGROUNDS
In exceptional circumstances such as a TV
end frame the chrome logo can be placed on
a black background.
INCORRECT LOGO USAGE
PHOTOGRAPHIC BACKGROUNDS

X X
Never position the logo on a photographic
background that is made of midtones as this
will compromise the legibility of the logo.

JAGUAR STYLE GUIDE | LOGOS PAGE 2

LOGO USAGE GUIDELINES
CLEAR SPACE AREA

A clear space area around our logo helps it to FOR PRINT COMMUNICATIONS
stand out in every layout. Do not place other
visual elements within this area. X
0.15X
FOR PRINT APPLICATIONS
The amount of space is calculated as follows:

If the width of the logo = X

Clearance above and below = 0.15X
Clearance to the sides = 0.25X

So if the width of the logo = 10cm 0.15X

Clearance above and below = 1.5cm
Clearance to the sides = 2.5cm 0.25X 0.25X

FOR DIGITAL APPLICATIONS

This represents the worst case scenario. Allow
FOR DIGITAL COMMUNICATIONS
more space around the logo wherever possible.
The amount of space is calculated as follows: X
If the width of the logo = X 0.1X
Clearance above and below= 0.1X
Clearance to the sides = 0.1X

So if the width of the logo = 100 pixels

Clearance above and below = 10 pixels
Clearance to the sides = 10 pixels
0.1X
0.1X 0.1X

JAGUAR STYLE GUIDE | LOGOS PAGE 3

LOGO USAGE GUIDELINES
SIZING AND MINIMUM SIZE

SIZING MEASURING THE LOGO

The size of the logo is measured by the width of
the wordmark – between the left edge of the ‘J’
and the right edge of the bottom of the ‘R’.

MINIMUM SIZE FOR PRINT

COMMUNICATIONS
The minimum recommended size of the
Jaguar chrome logo in printed communications
is 18mm. If the logo needs to be smaller than
18mm, use the small use monochrome version.
The small use monochrome logo can never be Measure from the left edge of the ‘J’ to the right edge of the bottom of the ‘R’.

less than 12mm wide.

MINIMUM SIZE FOR DIGITAL FOR PRINT COMMUNICATIONS FOR DIGITAL COMMUNICATIONS
COMMUNICATIONS
The minimum recommended size of the Jaguar
chrome logo for digital communications is 90
pixels. If the logo needs to be smaller than 90
pixels, use the small-use monochrome version. Minimum size for Minimum size for the Minimum size for Minimum size for the
the chrome logo monochrome logo the chrome logo monochrome logo
The small-use monochrome logo can never be is 18mm is 12mm is 90 pixels is 60 pixels

less than 60 pixels wide.

JAGUAR STYLE GUIDE | LOGOS PAGE 4

FONT USAGE GUIDELINES
TYPOGRAPHY

JAGUAR
JAGUAR BOLD
Our primary typeface is called ‘Jaguar’, and is
available in two weights: Bold and Regular. ABCDEFGHIJKLMNOPQRSTUVWXYZ
It is to be used for headlines, titles and sub- 1234567890
heads.
abcdefghijklmnopqrstuvwxyz
Uppercase (all caps) is the preferred use for
all Jaguar communications and should be JAGUAR REGULAR
used for primary messaging and headlines.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Lowercase should be used in exceptional 1234567890
circumstances when uppercase is too large abcdefghijklmnopqrstuvwxyz
for a given format.

GOTHAM
GOTHAM LIGHT
Gotham is our secondary typeface. It is used
for body copy and quotations, but not head- ABCDEFGHIJKLMNOPQRSTUVWXYZ
lines. We use three weights of Gotham: 1234567890
Bold, Book and Light. abcdefghijklmnopqrstuvwxyz
ARIAL
GOTHAM BOOK
Arial is used for live copy within websites and
PowerPoint only, if Gotham is not available.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
DOWNLOADING GOTHAM abcdefghijklmnopqrstuvwxyz
The Gotham font can be purchased and
downloaded from: GOTHAM BOLD
http://www.typography.com/fonts/font_ ABCDEFGHIJKLMNOPQRSTUVWXYZ
styles.php?productLineID=100008
1234567890
abcdefghijklmnopqrstuvwxyz
JAGUAR STYLE GUIDE | FONTS PAGE 5
FONT USAGE GUIDELINES
HEADLINE / NAMEPLATE STYLING

SET HEADLINES
When using the Jaguar font, our headlines use
upper case over a maximum of four lines. Set

IN UPPER CASE
any upper case text to ‘All Caps’ within the char-
acter palette. This will ensure that all hyphens
are centered within the Cap height and is par-

JAGUAR BOLD
ticularly important when setting nameplates.

POSITIONING
The nameplate is set directly above the headline
in the same point size and in uppercase.
With leading 110% of the type point size.
LEADING Headline
Correct use of leading and inter-character spacing.
Set the leading to 110% of the headline point
size. A headline set in 40pt has 44pt leading.

XF XJ XK XK
Nameplate Range Range Nameplate
INTER-CHARACTER SPACING

XF XJ
Occasional kerning between two adjacent char-
acters may be needed but do not add or reduce
spacing uniformly across the entire headline. Nameplate and range Example of ‘XK’ as featured nameplate and ‘XF’ and ‘XJ’
In the above example the ‘XF’ is the featured nameplate and as range.
is twice the size of the range that is positioned alongside and
NAMEPLATE AND RANGE set on the same baseline. This approach can currently only be
applied for the XK, XJ and XF range.
The vehicle range must always read XF, XJ and

C-X16 C-X16
XK. The highlighted nameplate is to be twice

X
the size of the range which are positioned
alongside and are set on the same baseline as
shown on the right.
Nameplate - Centered Hyphen Nameplate - Centered Hyphen - Incorrect usage
Set all upper case letters to ‘All Caps’ within the When ‘All Caps’ is not switched on the hyphen
character palette. is positioned too low within the nameplate.

JAGUAR STYLE GUIDE | FONTS PAGE 6

COLOR USAGE GUIDELINES
PALETTE

ACCENT COLOR ACCENT COLOR

DEEP RED Palette used to provide accents across touchpoints.

PANTONE: 201 C CMYK: 0, 100, 63, 29

RGB: 158, 27, 50 HTML: 9e1b32
Websafe RGB: 153, 0, 51
Websafe HT ML: 990033

DEEP RED GRADATION White Mid-point 80% Black

A black gradation is placed on top of 100% 50%

deep red. Use the values of black, shown right

for the correct gradation.
SUPPORTING COLORS
The 80% black can be reduced to a lower per-
centage when placed on a dark background, to SILVER
PANTONE: 877 CMYK : 0, 0, 0, 30
ensure legibility. RGB: 167, 169, 172 HTML: A7A9AC
Websafe RGB: 153, 153, 153 Websafe HTML: 999999

SILVER GRADUATION
SUPPORTING COLOURS 100% silver, or 45% black to 90% black.
Silver is used in our logo and also as a sup- *The 90% black can be reduced to a lower percentage
when placed on a dark background, to ensure legibility.
porting colour. Silver or 45% black can also be Silver Mid-point 90% Black
Or 30% black 50%
graduated to 90% black as a horizontally ap-
plied graduation. This is applied to nameplates
Use black as a utility palette for copy or monochromatic applications
and range in ATL advertising.
BLACK AND WHITE

Black is a functional colour best suited to copy

and monochrome applications. Tints of black TINTS OF BLACK

can be used at intervals of 10% between 90%

80% 70% 60% 50% 40% 30% 20%
and 20%.

JAGUAR STYLE GUIDE | COLOR PALETTE PAGE 7