THINK

DIGITALLY,

PRINT

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.