03

Consumer Brand Style Guide

The Logo

V.07.2017

The Garmin logo is the single most important identifying mark for the brand. It tells the consumer who we are and what we stand for. It conveys confidence, sophistication and innovation, and in the eyes of the consumer, it elicits trust. The Garmin logo has accrued years of brand equity, and it should be treated with attention to detail and in accordance with the direction outlined herein.

When using this guide as a reference for logo use, it is important to keep in mind that the Garmin logo represents more than just the automotive segment of years past. The Garmin product portfolio is diverse, and therefore, the logo identity is flexible in its design and able to accommodate these broad use cases.

The Garmin logo is the single most important identifying mark for the brand.

Three Logo Versions

Version One

Version Two

Version Three

There are three versions of the Garmin logo to allow design flexibility in the creation of consumer-facing advertising materials. Version one is the “With Delta” version. Version two is the “Without Delta” version. Version three is the “Garmin Tag” version. The guidelines that follow are a general reference as to when and where each version is appropriate.

The three versions of the logo serve as a general guide for designers and third-party partners. each assignment and execution is unique and it should be the responsibility of a garmin designer to choose and apply the most suitable version for each use case.

In most cases, the minimum width of the logo should not fall below 25 mm.

Version One

With Delta

Usage

When the logo is the sole focus of an advertising execution and there are no other design elements involved, this version should be used. The delta is symbolic of the “true north arrow” and therefore may be more applicable to advertising executions for products with navigational features. However, it is still permissible to use other versions of the logo for these executions. Flexibility is key, and it is the responsibility of the designer to find the right solution.

Color Variation

Black

White

A two-color version of this logo is also available for corporate use only. Please refer to the corporate guidelines for purpose and usage.

Clear Space

Allowing ample space around this version will draw focus to the logo. When there are no other design elements, this clear space can help add meaning and emphasis to the brand.

Common uses

TVC End Cards

Trade Show Banners

Navigational Banner Ads

Layout Examples

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Version Two

Without Delta

Usage

To broaden the application of the Garmin logo, it may be desirable to use this version. It also communicates a more contemporary and on-trend look and feel because of its simplicity. When there are multiple design elements in an advertising execution, this version should be used. Additionally, when navigation features are less of an emphasis, use this version.

Color Variation

Black

White

Clear Space

The clear space around this version of the logo provides separation from copy, logos or other elements that can interfere with the integrity or readability of the mark. However, a design element can overlap the logo as long as the imaginary line stretching from the bar in the “A” in “Garmin” is not crossed. It is recommended to consult with a creative director before finalizing a layout.

Positioning

This version can be rotated vertically in either direction as long as the top of the logo rests along the edge of the ad space.

Common uses

Packaging

Third-party Web Banners

Social Media Videos

Ad Executions

In-store Merchandising

Consumer Tradeshow (CES)

Layout Examples

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Version Three

Garmin Tag

Usage

When there are many design elements or limited executional space but the Garmin logo needs to be present to identify the brand, this version of the logo may be desirable. The “tag” around the Garmin type allows the logo to be smaller in size but still emphasized and legible.

Color Variation

Black

White

Clear Space

This version of the logo does not have a clear space but should be used with design in layout and hierarchy in mind. It needs to be placed on top of all other elements and functions as a way to ground the logo when a background is busy.

Positioning

This logo is always attached to the wall of an ad space and can be positioned on the top or bottom only. In larger layouts where space is a luxury, the logo can be rotated vertically. When reading “up,” it should be attached to the left edge. When reading “down,” it should be attached to the right edge.

Common uses

Third-party Web Banners

Social Media Product Ads

Merch Product Cards

Layout Examples

Alt text here.

Two options: black or white

Add Some Contrast

The three versions of the consumer-facing logo should be used in one color: black or white. It is imperative that the logo is used in a way that is easily legible and allows the brand to be represented in a positive manner.

Contrast between the logo and the other elements within a design should be considered first and last when creating a layout. The simplicity and flexibility should easily allow for the best visibility of the logo in any situation.