lojack

{brand identity manual}

 {table of contents}
{part one - identity and logo}
2 - Introduction to Brand
3 - Logo: RGB, CMYK, Grayscale, Black & White
4 - Color Palette (Primary and Secondary)
5 - Typography
6 - Maximum/Minimum Size, Clearspace
7 - How Not to Use
8 - Logo & Taglines (Primary and Secondary)

{part two - print application}

9 - Introduction to Print Application
10 - Corporate Letterhead/Envelope
11 - Secondary Letterhead/Envelope
12 - Corporate and Secondary Business Card
13 - Report Cover Template

{part three - digital application}

14 - Introduction to Digital Application
15 - Website Template
16 - HTML Email Signature / Online Banner
17 - Mobile Computing Template / iPod-iPhone Application
18 - Powerpoint Template
19 - CD/DVD Case

{part four - advertising application}

20 - Introduction to Advertising Application
21 - Street Billboard
22 - Magazine Advertisement
23 - Sticker Advertisement - Car, Laptop, Dealer

{part five - overview}

24 - Overview and Closing Statement

1}
 {introduction}

{
“LoJack’s mission and core values are to be the
leading, premium-branded aftermarket
provider of vehicle tracking and related
products. The company’s strategy is to
strengthen its position in current markets and
expand into new markets while extending the
LoJack brand into other related products, such
as Telematics. The company expects to
continue its strategy of licensing the LoJack
brand in international markets. “

--Chairman/CEO C. Michael Daley

}
LoJack Corporation is committed to the ideals of uncompromising
honesty and integrity, as well as equal opportunities and rights
among all employees and customers alike. They believe that the
true culture of the LoJack Corporation is not embodied in their
code of ethics, but in the actions and behaviorof their associates.
LoJack Corporation’s most important goal is to provide the
services to eliminate the global problem of vehicle theft, as well as
other kinds of theft as their company expands.

2}
 {logo/wordmark}

WHITE:
C:0 M:0 Y:0 K:0
PANTONE BLACK 6 M
BLACK:
C:0 M:0 Y:0 K:100 PANTONE 484M

RED:
C:24 M:100 Y:100 K:25

3}
{
{color palette}
Primary Color Scheme:
Red, White, and Black
WHITE: BLACK: RED:
C:0 M:0 Y:0 K:0 C:0 M:0 Y:0 K:100 C:24 M:100 Y:100 K:25
#FFFFFF #000000 #981B1E
R: 255 R: 0 R: 152
G: 255 G: 0 G: 27
B: 255 B: 0 B: 30
PMS: Pantone 7541 PMS: Pantone PMS: Pantone 704 EC
EC Process Black EC

{
Secondary Color Scheme:
Gray, Red, and White
WHITE: GRAY: RED:
C:0 M:0 Y:0 K:0 C:0 M:0 Y:0 K:80 C:24 M:100 Y:100 K:25
#FFFFFF #333333 #981B1E
R: 255 R: 51 R: 152
G: 255 G: 51 G: 27
B: 255 B: 51 B: 30
PMS: Pantone 7541 PMS: Pantone PMS: Pantone 704 EC
EC Cool Gray 8 EC

4}
 {typography}
The typography used for the LoJack brand consist of
Optima Bold for the wordmark, accents, and large
type, along with Arial regular for body copy, letters,
and documents.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Vv 0 1 2 3 4 5 6 7 8 9 . , / \ { } [ ]
!@#$%^&*() ?<>:;“'~

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Vv 0 1 2 3 4 5 6 7 8 9 . , / \ { } [ ] !
@#$%^&*() ?<>:;“'~

5}
{min-max size / clearspace}

1X
3X

1X

1X

6}
 {how not to use}

{Do NOT Stretch

Brandmark or
Wordmark

{Do NOT Squish

Brandmark or
Wordmark

{Do NOT Use

Un-Approved
Colors

{Do NOT Change

Proportions of
Wordmarks

{Do NOT Change

Proportions of
Brandmark

7}
 {
Primary Tagline {logo and tagline}

{
Secondary Tagline

Fixing Theft: 24/7.

8}
 {introduction to
print application}

{
A well-planned, well-delivered presentation will
help to convince potential clients to choose you
over the competition, or help to make banks or
venture capitalists confident that your business
concept is a safe investment.

Even the most compelling brands or concepts

are lost if the face-to-face delivery is weak and
there is often only one opportunity to impress
the customer.

-Business Link, London

9}
 {corporate letterhead}

2/8” 81/2”
John Smith
Director of Operations, LoJack USA

ck
12345 Anywhere Street

a
Anywhere, California

loj
22222
.
1/8” lution
so PH: (123) 555 - 0123
The EMAIL : johnsmith@lojack.com

Dear Jane Doe,

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce adipiscing, turpis non sollicitudin lacinia, nisi nisl
pretium leo, quis accumsan eros odio vel ligula. Praesent dolor. Donec pretium. Quisque tellus magna, lacinia et,
pulvinar vitae, aliquam sed, enim. Nulla facilisi. Cras malesuada lorem porttitor odio. Integer ante sem, consectetur in,
consequat a, suscipit placerat, est. Pellentesque gravida feugiat lorem. Morbi ultricies libero sit amet leo. Quisque
tempus. Ut nec justo. Cras vehicula enim. Quisque in nisi sit amet augue sodales rutrum. Cras eu tellus eu tortor
elementum cursus. Morbi ut nulla.

Mauris bibendum enim fermentum sapien. Maecenas auctor. In vitae nisl vitae augue commodo interdum. Sed ac
magna. Aliquam sapien mauris, viverra nec, posuere in, tempor quis, dolor. Donec laoreet. Phasellus laoreet metus
sed orci. Nunc porta est rhoncus mi. Mauris egestas nisl quis orci. Nulla suscipit.

Mauris mi ligula, egestas nec, tempus sed, mollis id, nunc. Curabitur eu dolor vitae enim adipiscing interdum. Morbi
urna elit, pulvinar at, tincidunt ut, semper malesuada, eros. Nulla facilisi. Curabitur et nulla vel diam euismod posuere.
Curabitur blandit. Phasellus luctus enim non augue. Praesent nulla nisi, blandit et, scelerisque quis, sollicitudin at, nulla.
Ut magna nunc, lacinia bibendum, tincidunt ac, adipiscing eget, lacus. Vivamus auctor ornare arcu. Sed dolor. Nunc et
sem.

Praesent est neque, gravida ut, hendrerit eget, interdum vel, risus. Nullam varius. Etiam nisl. Fusce risus nibh,
convallis non, interdum cursus, bibendum id, libero. Quisque ut massa. Nunc aliquet quam ut sem. Nunc scelerisque
semper augue. Aenean posuere neque sed est. Nunc purus ipsum, tempor eget, venenatis sit amet, fringilla sed, elit.
Vestibulum fermentum nulla non dolor. Morbi congue. Donec eu orci non ante tincidunt viverra. Sed luctus. Nam
pellentesque.

Fusce faucibus mollis lorem. Etiam tincidunt. Phasellus eget nulla. Maecenas id nibh. Aenean laoreet. Vestibulum
est nisl, tristique ac, tempus et, lacinia vel, magna. Suspendisse vitae turpis ac elit bibendum pharetra. Aliquam biben-
dum commodo nibh. Ut mauris mauris, aliquam sed, facilisis ac, ultrices et, augue. Mauris luctus. Ut gravida, ligula
rutrum sodales aliquam, sem lacus feugiat mi, vel cursus nisl nisi quis diam. Nam congue, dolor et condimentum
tincidunt, massa leo tempor libero, sed dapibus justo tortor id augue. Nullam in justo at erat semper luctus. Aliquam
faucibus condimentum turpis. Sed sit amet orci. Etiam blandit purus a libero. Integer mi. Maecenas dignissim. Aenean
orci erat, condimentum sed, egestas nec, porta eget, ipsum.

Sincerely,
11”

John Smith, Director of Operations

10}
 {secondary letterhead}

2/8” 81/2”
John Smith
Licensed Dealer, LoJack USA

ck
12345 Anywhere Street

a
Anywhere, California

loj
22222
.
1/8” lution
so PH: (123) 555 - 0123
The EMAIL : johnsmith@lojack.com

Dear Jane Doe,

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce adipiscing, turpis non sollicitudin lacinia, nisi nisl
pretium leo, quis accumsan eros odio vel ligula. Praesent dolor. Donec pretium. Quisque tellus magna, lacinia et,
pulvinar vitae, aliquam sed, enim. Nulla facilisi. Cras malesuada lorem porttitor odio. Integer ante sem, consectetur in,
consequat a, suscipit placerat, est. Pellentesque gravida feugiat lorem. Morbi ultricies libero sit amet leo. Quisque
tempus. Ut nec justo. Cras vehicula enim. Quisque in nisi sit amet augue sodales rutrum. Cras eu tellus eu tortor
elementum cursus. Morbi ut nulla.

Mauris bibendum enim fermentum sapien. Maecenas auctor. In vitae nisl vitae augue commodo interdum. Sed ac
magna. Aliquam sapien mauris, viverra nec, posuere in, tempor quis, dolor. Donec laoreet. Phasellus laoreet metus
sed orci. Nunc porta est rhoncus mi. Mauris egestas nisl quis orci. Nulla suscipit.

Mauris mi ligula, egestas nec, tempus sed, mollis id, nunc. Curabitur eu dolor vitae enim adipiscing interdum. Morbi
urna elit, pulvinar at, tincidunt ut, semper malesuada, eros. Nulla facilisi. Curabitur et nulla vel diam euismod posuere.
Curabitur blandit. Phasellus luctus enim non augue. Praesent nulla nisi, blandit et, scelerisque quis, sollicitudin at, nulla.
Ut magna nunc, lacinia bibendum, tincidunt ac, adipiscing eget, lacus. Vivamus auctor ornare arcu. Sed dolor. Nunc et
sem.

Praesent est neque, gravida ut, hendrerit eget, interdum vel, risus. Nullam varius. Etiam nisl. Fusce risus nibh,
convallis non, interdum cursus, bibendum id, libero. Quisque ut massa. Nunc aliquet quam ut sem. Nunc scelerisque
semper augue. Aenean posuere neque sed est. Nunc purus ipsum, tempor eget, venenatis sit amet, fringilla sed, elit.
Vestibulum fermentum nulla non dolor. Morbi congue. Donec eu orci non ante tincidunt viverra. Sed luctus. Nam
pellentesque.

Fusce faucibus mollis lorem. Etiam tincidunt. Phasellus eget nulla. Maecenas id nibh. Aenean laoreet. Vestibulum
est nisl, tristique ac, tempus et, lacinia vel, magna. Suspendisse vitae turpis ac elit bibendum pharetra. Aliquam biben-
dum commodo nibh. Ut mauris mauris, aliquam sed, facilisis ac, ultrices et, augue. Mauris luctus. Ut gravida, ligula
rutrum sodales aliquam, sem lacus feugiat mi, vel cursus nisl nisi quis diam. Nam congue, dolor et condimentum
tincidunt, massa leo tempor libero, sed dapibus justo tortor id augue. Nullam in justo at erat semper luctus. Aliquam
faucibus condimentum turpis. Sed sit amet orci. Etiam blandit purus a libero. Integer mi. Maecenas dignissim. Aenean
orci erat, condimentum sed, egestas nec, porta eget, ipsum.

Sincerely,
11”

John Smith, Director of Operations

11}
 {business card}
90mm

John Smith
Director of Operations, LoJack USA
12345 Anywhere Street

{
Anywhere, California
22222
50mm

jack
lo PH: (123) 555 - 0123
EMAIL : johnsmith@lojack.com

90mm Primary Business Card

The solution.
50mm

Guaranteed.

90mm

John Smith
Licensed LoJack Dealer
12345 Anywhere Street
Anywhere, California

{
lo 22222
50mm

j
ac
k
ACK
LOJ

PH: (123) 555 - 0123

EMAIL : johnsmith@lojack.com

90mm
Secondary Business Card

Fixing theft
50mm

24/7.

12}
 {report cover template}

81/2”

Project or Report Name

Date Date Date
Name Name Name
11”

13}
 {introduction to
digital application}

{ “The digital world has put a lot of fight into the

small dog. With a combination of technology,
creativity, and innovative design, small opera-
tions can develop an effective brand identity.
They can make a strong impact and level the
playing field using one of marketing’s greatest
equalizers: the internet.”

-Paul Chin

14}
 {website template}

15}
 {email signature /
web banner}
{ E-Mail Signature
550px
John Smith
Director of Operations, LoJack USA

ck
12345 Anywhere Street

a
Anywhere, California

loj
22222
.
125px

lution
so PH: (123) 555 - 0123
The EMAIL : johnsmith@lojack.com

{ Web Banners
200px 200px

WE’VE WE ARE

GOT THE
SOLUTION.
YOUR ack
loj
BACK.
GUAR
jack AN
lo
ution.
sol
e
TEED.
600px

h
600px

16}
 {iPod/iPhone Application}

14}
 {powerpoint template}

18}
 {cd/dvd case}

19}
 {introduction to
advertising

{
application}

To advertise means to inform (seen as the flow of in-

formation about a product or service from the seller
to the buyer). However, advertising does not end
with the flow of information alone. It goes further to
influence and persuade people to take a desired ac-
tion - like placing an order to buy a product.

The consumer market has become highly competi-

tive with a new brand being born almost everyday.
Irrespective of the kind of product you are looking
for, be it consumer durables like refrigerators, air
conditioners, washing machines or fast moving con-
sumer products (FMCG) the number of brands avail-
able is truly mind boggling. Naturally it is the prime
concern of every marketer to promote their brand
as a shade better than the competitors’. Advertising
comes in handy here.

-Akanksha Sinha

20}
 {street billboard}

21}
 {magazine advertisement}

WE’VE
GOT

.
ED
YOUR
BACK.
TE
N
RA
UA
G

22}
 {sticker advertisement}

23}
 {overview}

{
My hopes for this brand were simple; to be able to
give LoJack a simple brandmark that had the power to
bring forth the core ideals of LoJack;

Vehicle theft is a epidemic and they are there to help

solve it. With a 90% recovery rate and a 24-hour guar-
antee, LoJack promotes a peace of mind and sense of
security that no other car security company can pro-
vide.

With this brand identity, I feel that it could bring Lo-

Jack into a new era of progress and growth. Becoming
a household name, and having an easily identifiable
brandmark will boost the success of this company in
ways I could only imagine.

-Jennifer Youngedyke

25}