Welcome to the INFINITI Event Application Guideline. This guide has been created to help you apply the INFINITI visual identity correctly in all event situations. To be a strong brand we must be consistent in all our touch points. Ensuring guests experience INFINITI in a premium, modern and well branded environment will ensure we make a memorable impact and raise the overall perception of the brand.
1. Introduction
Brand Promise
Elements Overview
Logos
Primary & Secondary Logos
Clearspace & Minimum Size
Partnership Lockups
Sub-Brand & Initiatives Lockups
Color
Primary Palette
Secondary Palette
Architectural Color Palette
Typography
Horizon Graphic
Primary Horizon Graphic
Horizon Graphic Variations
Graphic Line
Placement on the Grid
Alignment with Logo & Typography
Layouts
Event Icons
Kimono Pattern
Materiality
3D Logo
Model Badge
2. Signage &
Branding
Signage
Hanging Banners
Flags
Directional Signs
Maps (Event Location)
Branding
Cones
Tents
Parking Permits
Hotel Key Cards
Wi-fi Cards
Participant ID's
Lecterns
Menus
Media Wall
Car Decals
Car Covers
3. Event Communication
Event Collateral
Documents
Event Invitation Envelopes
Event Invitation Cards
Email Reminder (Save the Date)
Event Road Maps
Event Agenda Cards
Press Kits
Executive Bios
Media Cards
Coat Checks & Table Numbers
4. Merchandise
Merchandise Range
Water Bottles
Luggage Tags
Keychains
USB & Powerbank
Pens
Notepads
Lanyards
Umbrella
Mugs
Give Away Box
Apparel
Baseball Hat
Sunglasses
5. Staff Items
Staff Item Range
Staff Briefing Manuals
Uniforms
Brand Promise
Power & Serenity
INFINITI promises its customers a unique take on Modern Japanese Luxury by combining Power and Serenity. In today’s busy, chaotic
and unpredictable world, INFINITI offers a powerful and serene experience to empower people on the road and in life.
Our visual identity is a visual manifestation of this ambition. The horizon is the core inspiration for our graphic system. Building off on our logo’s original meaning, it takes inspiration from natural elements, and leans into traditional notions of Japanese beauty. We stand for a premium, luxurious minimalism that prioritizes the experiential over the material, and aims to provide an impression that inspires the senses.
Elements Overview
Logos
Primary Logo
Our primary logo consists of a symbol and a wordmark. Our symbol visualizes the open road, going off into the horizon. Our wordmark is spaced out to echo that horizon even more. The primary version of the logo should always be considered first when selecting a logo.
Secondary Logo
The secondary logo has a more horizontal composition, and thus provides us with another option for very wide applications, or better alignment with text that is justified to the left.
Logo Clearspace
The logo is an important brand element and should not be crowded by other graphic elements.
Minimum Size
Where possible the logo should always be shown in full. However, minimum sizing rules apply. If the logo needs to be displayed smaller, please use just the symbol to represent the brand.
Partnership Lockups
A partnership is an initiative based on a collaboration or shared business activity between INFINITI and other brands, such as companies from other industries, suppliers or even dealer groups.
For partnerships, the same vertical line approach is used, always ensuring both logos are visually balanced in size.
Please consult with the Global Brand Strategy team before creating a new partnership lockup.
Sub-Brand, Initiative and Service Lockups
A sub-brand can be any kind of initiative under the INFINITI brand that has its own unique name and sometimes its own identity under our core VI. These can include customer-facing services, internal or external activities and more long-lasting activations under the main brand.
For sub-brand, initiatives and services, the horizontal line is used, with the INFINITI wordmark on top and the accompanying text below, which is set in INFINITI Brand Light.
Please consult with the Global Brand Strategy Team before creating a new sub-brand lockup.
Color
Primary Palette
Our primary color palette consists of INFINITI Blue, INFINITI Gold and White.
INFINITI Blue is our dominant color, but is only used as a background colour and within our Horizon Graphic.
INFINITI Gold can be used sparingly for text and graphical elements such as lines and icons, and can also function as an additional background color.
White is used as the main color for text and logo on dark backgrounds, and to provide content-heavy layouts with a clean background.
INFINITI Blue
INFINITI Gold
White
Secondary Palette
Our secondary color palette should be used only when necessary. These colors are useful in situations where we need to draw attention to something in a content-heavy layout. They are also useful tools in a digital UI environment and infographics.
For more information on colour and colour usage, please visit our Core VI Guideline.
Architectural Color Palette
Our architectural color palette should be used on various wall or floor elements during events. The INFINITI Blue acting as our main color element in combination with the 4 following colors. Please contact your INFINITI regional marketing team for a sample.
INFINITI Blue
INFINITI Gold
White
INFINITI Gold 20%
Black 10%
Typography
The INFINITI Brand typeface was designed exclusively for our brand, with our unique tone of voice in mind and should be used for all internal and external communications. There are three weights that all have specific uses. Note: This typeface was designed in 2016 and has not changed.
For more information on typography and instructions on how to typeset, please visit our Core VI Guideline.
Horizon Graphic
Primary Horizon Graphic
The Horizon Graphic visualizes the horizon at the end of the road and serves as an extension of our logo. It signals a sensory approach to luxury and embodies traditional Japanese notions of beauty.
Horizon Graphic Variations
The following Horizon Graphic variations can be used as alternatives to the primary version when needed. Each variation retains our signature blue and gold color scheme.
LEFT ALIGNED
The left aligned variation may be more suitable depending on the placement of the logo, typography, or photography in layout. Use accordingly. (Note: Simply flip or mirror the Horizon Graphic asset to achieve this).
CENTER ALIGNED
The center aligned variation is most suitable when an application is very tall and narrow. See usage examples. (Note: This is a separate downloadable asset).
FULL BLEED
The full bleed variation can function more as a background. It retains the essence of our Horizon Graphic but is a less distinct expression, so it should be used sparingly. (Note: Simply crop the Horizon Graphic asset at the bottom of a layout to achieve this result).
Graphic Line
The graphic line serves as an additional visual tool within the new INFINITI layout system. It has 2 primary purposes:
1. Provide structure and organization
(e.g., used as a header or a footer).
2. Add visual interest to layouts.
The graphic line references the look and feel of the Horizon Graphic through color that begins to fade from right to left, alluding to the concept of light.
Color variations are possible depending on the background color that is used.
In instances where printing in greyscale is necessary, grey is adopted as the line color against white.
For a smooth transition, the gradient slider should be situated in the middle (50%) of both colors.
Placement on the Grid
Like other elements in our system, the Horizon Graphic should always consider the grid when being placed in a layout. Please consult the layout section for more information on grids.
Alignment with Logo and Typography
When using the Horizon Graphic in a layout, always consider its position in relation to the logo and typography. We can reinforce its meaning by locking it up with the logo or a singular typographic message.
Logo positioning on Horizon Graphic
When using the Horizon Graphic in a layout, always consider its position in relation to the logo and typography. We can reinforce its meaning by locking it up with the logo or a singular typographic message.
Layouts
Even when creating layouts on top of full bleed imagery, the grid should still be used to organize typography and other graphical content. Ensure that there is adequate contrast and that the typography doesn’t impede the imagery. The placement and typesetting of information can vary depending on what best suits the photograph used.
Horizon – Font Proposal (English)
English is our main brand language. Please see some example below on how to incorporate other languages with the horizon layout.
Horizon – Font Proposal (Chinese)
Please see some example on how to incorporate Chinese with the horizon layout.
Horizon – Font Proposal (Arabic)
Please see some example on how to incorporate Arabic with the horizon layout.
Horizon – Font Proposal (Japanese)
Please see some example on how to incorporate Japanese with the horizon layout.
Horizon Graphic Don'ts
Don’t use color variations in a primary way.
Don’t over or under crop the Horizon Graphic.
Don’t change the color of the Horizon Graphic.
Don’t place the logo in the light of the Horizon Graphic.
Don’t align more than 1 element to the horizon.
Don’t use a photograph of a horizon in its place.
Don't use an abundance of Horizon Graphics within one application.
Don't flip the Horizon Graphic.
Don't misalign content to the Horizon Graphic.
Don't crop the centered version of the Horizon Graphic.
Don't use the Horizon Graphic amongst a lot of visuals.
Event Icons
Kimono Pattern
Only use the Kimono Pattern on architectural elements. Do not use on any marketing collaterals, PowerPoint, event signage or invites.
Materiality
The thoughtful use of premium materials will enhance the elegant simplicity of our brand. The following examples are only a few of the materiality and production techniques to consider. Consider premium, thicker stock white paper for printed materials with embossed or letter pressed content. For more information, please go to the Merchandise Guideline.
3D Logo
3D Logo is a key element in our branding appearance at our events. The Logo face is illuminated with Acrylic opal. The Logo side is non-illuminated and the side color should be the same as the mounted wall .
Model Badge
The model badges are tailor-made forms designed with a common visual aesthetic. Each model is identified by vehicle type and a double-digit model number representing hierarchy within the range.
When the model year is required, a brief line of text at 1/4x can be placed as shown and set in sentence case INFINITI Brand Light. When using only the year number, scale up the text size to 1/2x.
For more details on logos, layouts and typography please go to the INFINITI Core VI Guideline.
Signage
Hanging Banners
For hanging banners, the size of the space under the logo must be the same as the logo´s height and must be centered. If the logo becomes too small in extremely vertical scenarios, this clear space rule can be adapted but only in worse case scenarios.
For horizontal banners, the same principle apply for the sizing of the logo. The layout should be divided into two equal quadrants, with the event name text and the logo centered within their respective quadrants.
Flags
For rectangular flags, the logo should be centered at a scale that maintains the height of 3/4x above and below the logo, while square flags should maintain 1,4x above and below.
For flags that include the event name, reduce the size of the logo to make room for the text, ensuring that a minimum margin of x is maintained. The text should be a minimum size of 1/3x.
Directional Signs
The following examples are directional signs that share the layout principles for 3 levels of information. The directional arrow should sit centered between the event name and logo. For visual consistency, please always use the arrow icons from our event icons library.
– Light aluminum frame with an Alu-Dibond panel (600x800mm) on an INFINITI Blue or INFINITI Gold 20% surface (for A-frame parking sign).
– Content/information should be black die cut vinyl applied to the INFINITI Gold 20% surface or white on the INFINITI Blue.
Wayfinding directories require more custom layouts to accommodate the different types of content. The logo used should be always the secondary logo. For visual consistency, please always use the arrow icons from our event icons library.
– Large: 1800x600mm, Small: 1200x450mm
– INFINITI Blue and INFINITI Gold 20% panel with 22mm (large)
or 12mm (small) thickness.
– Content/information should be black die cut vinyl applied to the INFINITI Gold 20% surface or white on the INFINITI Blue.
– For alternative materials please confirm with the event team responsible.
Maps (Event Location)
Event location maps are to help you get around the event. The map should match the aesthetic of the visual identity principle. Use the following example as a reference when creating your own. For visual consistency, please always use icons from our event icons library.
The following example is giving directions from the parking garage to a specific building within the event.
Branding
Cones
Logos should be centered vertically and horizontally. The width of the logo should max out the overall viewing when observed straight on. Please try to use INFINITI Gold 20% for the color of the cones and black logo on it.
Tents
As suggested on the following example, on the INFINITI Gold 20% tent tops, the logo should be placed centered vertically and left aligned. Please use only the INFINITI Horizon on the largest panel of the tent as suggested on the INFINITI Blue Tent example. As suggested on the INFINITI Gold 20% Tent please use a suiteable INFINITI picture. Tent materiality should be in INFINITI Blue or INFINITI Gold 20% ideally.
Parking Permits
The following is an example of the parking permit. The name of the event should be placed in the header at the top, the logo at the bottom, and "Official Parking Permit" text centered vertically and horizontally in the middle.
You can also have all text and secondary logo aligned left. (Example INFINITI Blue Parking Permits)
Hotel Room Key Cards
Hotel room key cards should have a directional arrow at the top, with the logo pointing in the direction it is to be inserted. For visual consistency, please always use the arrow icons from our event icons library.
Wi-Fi Cards
Wi-Fi access cards should feature the
login details including the network name
and password. Please have all text and secondary logo aligned left.
Participant ID's
The Participant ID badges can be designed vertically or horizontally. The front of the card features the event name, as well as the event location in the top portion. The center includes the name of the participant and their title below if needed. The bottom features the secondary logo. There are external (INFINITI Blue) and internal (INFINITI Gold 20%) versions of the badges. The front remains the same for both versions. On the back of the internal version, the participants contact details are shown – Including their name, title/role. On both versions, the content can feature map of the event location, or other information. If using the map, ensure it follows the style of the INFINITI visual identity system. For visual consistency, please always use icons from our event icons library.
Lecterns
Consider custom designed lecterns that look and feel contemporary. Use the example to the right as general design guidance.. The size of the logo is determined by the size of the gap to the left and right of it. Ideally use the primary logo centered and with an optimal visibility.
Menus
Menus should could use both INFINITI Blue or INFINITI Gold 20% on their cover. The title of the event centered in the middle or left aligned. Choose premium material such as leather with stiches. On the opposite side, the information should be listed as shown, with the menu items left aligned. The name of the menu item should be in light, while the description/listed ingredients below can be in regular or light and sentence case. Consider using the horizon line for the description.
Media Wall
Please use the horizontal length x of the logo as a reference for spaces. Please ensure that between each horizontal logo you allow 1/2x of space. The same apply for the distance of the different rows. Always use the primary logo . When the INFINITI logo is the only logo featured on the wall, please use the INFINITI Blue background with white lettering.
When partnership logos are intruduced, please
ensure a alternating logo pattern on the horizontal line.
Please use the horizontal length x of the logo as a reference for spaces. Please ensure that between each horizontal logo you allow 1/2x of space. The same apply for the distance of the different rows. Always use the primary logo . When the INFINITI logo is the not the only logo featured on the wall, please use the INFINITI Gold 20% background with black lettering.
Car Decals
The primary logo should be centered as a unit on the driver and passenger doors. The logo itself should be approximately 1/3rd the height of the door.
Alternative wording can be used with prior approval of the event team. Black content should be used on white and light-colored vehicles, while white content should be used on black and dark colored vehicles.
Car Covers
The logo should be placed in the portion covering the hood so that the fabric sits flat, avoiding the logo from being distorted. As general guidance for the size of the logo, it should be no larger than a 2x gap between the logo and left and right the edges of the vehicle's hood. The distance to the bottom of the hood should be 2x as well. Car covers can be either in INFINITI Blue or INFINITI Gold 20% fabric. Embroideries for the logo can also be used. The final coloring effect may vary depending on the fabric use. Please check color prior to final production.
Event Collateral
Documents
Document templates have been created for welcome letters, thank you letters, and save the dates. All letters follow the same layout principles.
Event Invitation Envelopes
Event invitation envelopes are INFINITI Blue or White with the brand logo placed on the top left with 1x distance both, to the left and the top. However, if a different envelope size is used, make sure that the logo size and back information is placed as shown on the standard envelope size.
Event Invitation Cards
Event invitation cards can have a text only cover or an optional cover with an image. The back contains further details along with a map for an example.
Email Reminder (Save the Date)
Please use the example template as a reference for the email reminder.
Event Road Maps
Event road maps should also match the aesthetic of the visual identity. Use the following example as a reference when creating your own. Use either INFINITI Blue, Gold or White as the backdrop with elegant White or Gold outlines for roads. For visual consistency, please always use icons from our event icons library.
Event Agenda Cards
An event agenda card template has been created in A4 format.
Press Kits
A press kit folder has been created. The artwork for the front, back and inside pocket have can been created in both European. Depending on the amount
of content to be placed inside the folder, a spine may be required to accomodate the thickness. Modify the artwork as necessary to accomodate for the spine if needed.
Executive Bios
Executive bios should contain a suitable and current picture. A template has been created in A4 format.
Media Cards
The media card that folds down the centre of the card has been created.
Coat Checks & Table Numbers
Coat check tags have been created and should have a perforated line down the centre of the tag, to allow for separation. Table number artwork has also been developed.
Merchandise Range
Water Bottles
Bottles can take on a range of colors and forms. They can either be very graphic, by using the Horizon Graphic or the logo very large, or they can integrate the logo in a subtle way.
Luggage Tags
Luggage tags feature the event name and logo on the front, with the attendee's details on the back. Choose premium material such as leather or thick cartons. Please pay attention to the quality of the material and prioritize sustainable sourced material.
Keychains
Keychains should either be leather with the logo printed or embossed on the surface, or a 3D manifestation of the symbol. Leather keychains can use INFINITI Blue or INFINITI Gold on the exterior, with accent colors used on the interior.
USB & Powerbank
Consider the materiality of the physical items being developed for the event. For example, the USB key can be an opportunity to bring in a sleek, brushed aluminum finish. Please pay attention to the quality of the material and prioritize sustainable sourced material.
The supplier needs to be contacted in any case to discuss the best print/ engraving result.
Pens
Pens and pencils should be INFINITI Blue or INFINITI Gold. These present an opportunity to simply apply the logo or be more unique by using messaging or the Infinite Wordmark.
Notepads
The following are examples of what a notebook could look like. Use 1/14 the distance from corner to corner as the starting point for the height of the logo (x).
Lanyards
Lanyards should use INFINITI Blue and the Secondary Logo on the exterior surface, with the option of having INFINITI Gold or accent colors on the interior surface.
If you hover you will see an example of how you could use the INFINITI secondary colors on the back side of the lanyards. It could be a practical way to visually differentiate your different partners during the event.
Umbrella
Consider the materiality of the physical items being developed for the event. For example, the umbrella where you could display the quality and the premium touch and feel of the brand. Please pay attention to the quality of the material and prioritize sustainable sourced material. The supplier needs to be contacted in any case to discuss the best print result.
Mugs
Mugs could use both INFINITI Blue or INFINITI Gold 20% on their main body. The primary logo should be centered in the middle. Choose material such as porcelain or glass that reflect a premium quality.
If you hover you will see an example of how you could use the INFINITI secondary colors on the inside part of the mugs. It could be an opportunity to bring a unique touch of sophistication and match the colour of a new INFINITI model.
Give Away Box
Give away box or bag are an important support to showcase the premium look and feel of our brand. Prefer unique materiality and use texture such as silk, leather, velvet or a beautiful cardboard. Please pay attention to the quality of the material and prioritize sustainable sourced material. The supplier needs to be contacted in any case to discuss the best print result.
Apparel
Shirts are an excellent opportunity for more expression. The front of a shirt and the sleeve of a t-shirt are most suitable for a smaller logo, while the back of a shirt, or the sleeves of a long sleeve shirt can feature a larger logo.
Baseball Hat
Caps could used in INFINITI Blue, White or Black. The logo should be centered in the middle or left aligned. Choose material that reflect premium such as cotton, wool or linen.
Sunglasses
Sunglasses can either use INFINITI Blue or INFINITI Gold frames. They are a great opportunity for Horizon Graphic interpretations, either through the frames or lenses.
For more in-depth guidance related to merchandise, please visit our INFINITI Aftersales Merchandise Guideline.
Staff Item Range
Staff Briefing Manuals
The following is an example of the cover of a staff briefing manual. Consider using the layout INFINITI Gold 20% or INFINITI Blue. This is an opportunity to use also the Graphic line template.
Uniforms
For uniforms and apparel, the logo should be sized at a height of approximately 52mm. Always use the primary INFINITI logo.
For placement on the front of the shirt or jacket, the logo should be centered within the left half of the shirt (between the center point and the inside edge of the sleeve). If a pocket is present, the logo should be centered within the pocket. For the back of the shirt or jacket, the logo should be vertically centered and placed approximately 1x (the height of the logo) from the neck seam. Depending on the material, embroidery or print can be used.
Please use INFINITI Primary colour.
Contact the team for more information.
For any questions regarding this guideline, please contact the Global INFINITI Brand Strategy Team, global.brand@infiniti.com.
