一汽-大众(大众品牌)视觉识别系统管理办法

生效日期Gueltig ab: 2011.04.01版次Ausgabe: 1 页数Seite: 2 / 101目的 Objective统一一汽－大众（大众品牌）相关业务主体及授权经销商在品牌建设、基础设施建设和市场推广中标识使用规范及应用，使大众品牌在视觉识别上形成统一形象，从而提升一汽－大众（大众品牌）形象和企业形象。

The objective is to standardize the use of the logo in the business segments of FAW-VW VW brand, showrooms’ infrastructure of the authorized dealers, and for the marketing promotion, so asto build a unified visual identity of VW brand. Furthermore the brand image and the company image will be accordingly enhanced.2适用范围 Scope of application本规定适用于一汽－大众销售有限责任公司大众品牌相关业务主体及授权经销商在品牌建设、基础设施建设和市场推广中标识使用规范及应用。

This policy is applied to the use of logo and Ad creative in the business segments of FAW-VW VW brand, showrooms’ infrastructure of the authorized dealers, and for the marketing promotion purpose.3术语及构成 Terminology and outline3.1一汽－大众（大众品牌）视觉识别系统：Visual Identity System of FAW-VW (VW brand)3.1.1简介：品牌价值、调性及风格等；Introduction: Brand value, tone and style, etc.3.1.2基础系统：标识规范、大众品牌旗下各品牌标识规范等；Basic system: Standard of identity, the standard of logo for every model of VWbrand, etc.3.1.3公司应用系统：涉及一汽－大众（大众品牌）相关业务主体的广告制作规范、物料设计及制作规范、办公/文宣品规范等；Application system of the company: standard of advertisement production, standardof POS production, standard of office supplies, related to business segments ofFAW-VW (VW brand)3.1.4经销商应用系统：涉及一汽－大众（大众品牌）授权经销商的广告制作规范、物料设计及制作规范，办公/文宣品规范等。

生效日期Gueltig ab: 2011.04.01版次Ausgabe: 1 页数Seite: 3 / 10Application system of dealers: standard of a dvertisement production, standard ofPOS production, standard of office supplies, related to authorized dealers ofFAW-VW (VW brand)3.2经销商基础设施规范：Standard of infrastructure of dealers3.2.1一汽-大众（大众品牌）经销商标识制作规范；Standard of logo production of FAW-VW (VW brand) dealers3.2.2一汽－大众（大众品牌）经销商家具制作标准；Standard of furniture production of FAW-VW (VW Brand) dealers4规定 Rules4.1一汽－大众（大众品牌）相关业务主体及其授权经销商在广告制作、物料设计及制作、办公/文宣品使用时，需遵守《一汽－大众（大众品牌）视觉识别系统手册》的相关规范；When business segments of FAW-VW VW brand, and authorized dealers design and produce advertisem ents POS and office supplies, they should obey the rules of <Brochureof visual identity system of FAW-VW (VW brand)>4.2一汽－大众（大众品牌）相关业务主体在展厅及车间标识使用或制作，及其授权经销商在标识使用时，需遵守《一汽－大众（大众品牌）视觉识别系统手册》中的标识基础规范以及《一汽－大众（大众品牌）经销商标识制作规范》；When business segments of FAW-VW VW brand produce the logo in showrooms andworkshops, and authorized dealers use it, they should obey the rules of <Brochure ofvisual identity system of FAW-VW (VW brand)>, < Standard of logo production ofFAW-VW (VW Brand) dealers>4.3一汽－大众（大众品牌）相关业务主体在展厅及车间家具使用或制作，及其授权经销商在家具使用时，需遵守《一汽－大众（大众品牌）视觉识别系统手册》中的标识基础规范以及《一汽－大众（大众品牌）经销商家具制作规范》；When business segments of FAW-VW VW brand produce the furniture in showrooms andworkshops, and authorized dealers use it, they should obey the rules of <Brochure ofvisual identity system of FAW-VW (VW brand)>, < Standard of furniture production ofFAW-VW (VW Brand) dealers>生效日期Gueltig ab: 2011.04.01版次Ausgabe: 1 页数Seite: 4 / 104.4在公司相关业务流程中，如涉及《一汽－大众（大众品牌）视觉识别系统手册》的相关规范，需按《手册》要求执行；Other business procedure should obey <Brochure of visual identity system of FAW-VW(VW brand)>, if related.4.5对于《一汽－大众（大众品牌）视觉识别系统手册》中未规范的创意及设计，可依据《特殊创意设计及标识使用审批流程》，进行特殊审批。

The creative and design, which is not included in <Brochure of visual identity system ofFAW-VW (VW brand)>, can implement <Special creative design and approval paper oflogo use>, and resort to special application, if necessary.5职责Responsibility5.1视觉识别规范制定部门职责，包括市场战略部，网络与培训部及综合管理部等：Responsibility of VI standard laying down department including Marketing strategy,Network and Training and General Management, etc.:5.1.1市场战略部职责：Responsibility of Marketing Strategy:5.1.1.1在日常创意及制作活动中遵照《一汽－大众（大众品牌）视觉识别系统手册》中相关规范制作市场传播创意及物料；The day-to-day creative and production obey the rules about standard of marketingcommunication and POS in <Brochure of visual identity system of FAW-VW (VWbrand)>5.1.1.2在日常工作中遵守《一汽－大众（大众品牌）视觉识别系统手册》中关于办公及文宣品的相关规范；The day-to-day work obeys the standard about the office supplies in <Brochure ofvisual identity system of FAW-VW (VW brand)>5.1.1.3如涉及经销商基础设施的设计及制作，需要遵守经销商基础设施规范；If design and production of the furniture and showroom of the dealers are concerned,the rules and standard of infrastructure of dealers should be obeyed5.1.1.4如遇相关标准未作规范的情况，可申请特殊审批；If they find that the use of the logo and application standard can not be included in生效日期Gueltig ab: 2011.04.01版次Ausgabe: 1 页数Seite: 5 / 10the existing standards, they can implement <Special creative d esign and approvalpaper of logo use>5.1.1.5对于特殊创意设计及标识使用申请给予评估建议；To evaluate the special creative of the design and logo application, and to givesuggestions5.1.1.6丰富和更新一汽－大众（大众品牌）视觉识别系统的相关内容。