THINK
DIGITALLY,
MINIMALLY
04
CORPORATE DESIGN
IN ITS DIGITAL FORM
SEE THE ŠKODA BRAND PORTAL FOR RULES AND GUIDANCE ON THE
ŠKODA BRAND DOCUMENTS
L
ogos, colours, graphics, corporate fonts and numerous other visual elements make up the corporate identity (or CI). Until now, its
features have been available to you
in a not completely user-friendly PDF
format on the Milky Way Portal. Starting in August, you will find the complete corporate identity data in a digital format as well, including detailed
rules and explanations of how to work
with the graphics. Our new ŠKODA
Brand Portal offers our downloadable theory and practical templates, as
well as the correct graphic elements
for all the commonly used formats –
from business cards and e-mail signature blocks to original parts and accessories packaging, advertising
posters, billboards and instructions
on how to correctly insert a logo into
a video or how to process virtual reality. “There, you will also find information on how to work with the CI elements and how ŠKODA presents itself
in the digital environment, including
mobile applications and websites. You
will also appreciate our detailed explanation of the brand’s strategic direction and how it wishes to communicate with our customers”, explains
Petra Mackeová of the VMC/2 - International Brand Marketing and Corporate Identity department. Digital
processing enables easy and quick
updates of our CI elements and rules.
Unlike the previous practice, where
adjustments were made twice a year,
any changes to the portal will now
be reflected within no more than two
weeks. The ŠKODA Brand Portal is
accessible to all company employees,
importers, external suppliers and, in
part, the general public (see the Logo
for All box) in English. “Users don’t
need any additional login data. They
will enter the portal through their
usernames and passwords, which are
also valid for the B2B Portal”, says
Mackeová. ŠTĚPÁN VORLÍČEK
You may find the current
ŠKODA Brand CI at
http://skoda-brand.com.
You can easily reach it via
the QR code.
IS THERE ANYTHING UNCLEAR ABOUT OUR BRAND’S CORPORATE STYLE?
Please send your inquiry to: corporate.identity@skoda-auto.cz
10 ŠKODA MOBIL AUGUST 2019
How Does it Look?
Upon logging in and entering the Brand
Portal, the menu is divided into two
parts:
The Fundamentals section contains
basic information, explanations and
detailed descriptions of all the graphic
elements and rules for working with
them.
The Usage section focuses on the
practical use of these elements. Here you
will find examples of working with the
logo in print and digital formats, a sample
e-mail signature block template etc.
Logo for All
We Save Ink
On the whole, the car
manufacturer has made its
current logo freely available to
the public, and the general public
will have limited access to the
portal. “We mainly wished to
prevent the use of the old and
invalid version that the search
engines are still showing. In
addition, the public section
will offer information on what
has inspired us while we were
creating our corporate style.
We refer to the Czech crystal
and period of Cubism, which
was quite significant in the
Czech lands. Their elements are
reflected in both our cars and
our communication materials”,
explains Mackeová.
Colour printing is not
environmentally friendly and
mostly unnecessary and
expensive. That is why our
International Marketing and
Brand Strategy department
came up with a novelty:
PowerPoint templates with grey
shades. This step is to reduce
the cost of colour printing. The
existing colour templates remain
valid for direct presentations.
Only in the case of printing
does the user choose the blackand-white variant. “The new
PowerPoint template includes a
number of sample pages where
the users can find a variety
of tables, graphs, diagrams,
timelines or icons to help them
create their presentations”, adds
Mackeová.