Identity Standards

Packaging
© Renault - 1st version - January 2016 *La vie, avec passion
Identity Standards Packaging 2

Renault packaging range

Introduction

Renault Original,
A strong brand is a brand that speaks
with one voice for sales and after-sales.
The graphic environment for Renault
Parts and Accessories packaging aims to:
• strengthen the brand image in
After-Sales,
• visually transcribe the qualitative
and premium positioning of our products
to our customers.
These Identity Standards are your guide
for applying this new visual identity
to all After-Sales products.

© Renault - 1st version - January 2016

Identity Standards Packaging 3

Contents

1. Packaging fundamentals
Basic elements 05
The logotype: horizontal and vertical 06
The logotype: clearspace and minimum size 07
Unacceptable uses 08
The typeface 09
The packaging colours 11
The pictograms 14

2. Pack front construction

Steps in packaging construction 16
The various types of formats 17
Height/Width ratio 18
Logotype size - Chart 19
Standard construction grid 20
Vertical construction grid 21
Narrow vertical construction grid 22
Horizontal construction grid 23
Wide horizontal construction grid 24
Complex formats 25
Oversize formats 26
Additional information 27

3. Pack rear and flat design

Rear 29
Flat design layout 32

© Renault - 1st version - January 2016

1
Packaging fundamentals
Identity Standards Packaging Fundamentals 5

Basic elements
Description
All Renault product packaging is
based on the elements presented
opposite.

1 The logotype is placed as the key entry

point for our packaging identity.
2 The main product name is in English.
It is presented in large type to ensure the
product name is clearly visible. Depending
on its length, it may occupy one or more
lines.
3 The translation in French, Spanish and
German are printed using smaller type.
4 The vehicle model name and its release
date are placed at the end.
5 The contents may be shown on the front;
it is an additional element at the bottom
of the pack format.
6 The pictogram is simple, technical
and modern; it is placed at the bottom
of the format.
7 The “ORIGINAL” banner is placed on
the right hand side of the packing
(standard construction) or at the bottom
(vertical construction).
8 The packaging background is in Pantone
metallic “SILVER”.
9 The black banner highlights the text
elements and pictogram.

© Renault - 1st version - January 2016

Identity Standards Packaging Fundamentals 6

The logotype
2 versions

The logotype is Renault’s recognisable

element worldwide.
In order to convey the new brand identity
and express its values, specific graphic
codes have been associated with it
to compose a coherent and exclusive
visual environment
Two versions are used for the packaging
range: horizontal and vertical.

© Renault - 1st version - January 2016

Identity Standards Packaging Fundamentals 7

The logotype
Clearspace & minimum size

Clearspace
A clearspace has been defined to allow
the logotype to retain its high impact
and good legibility.

Minimum size
To ensure the logotype’s legibility and
printability, it must comply with
a minimum size below which it may
not be used.

© Renault - 1st version - January 2016

Identity Standards Packaging Fundamentals 8

The logotype
Unacceptable uses

Whatever its use, the Renault logotype

may not be altered or adapted.
To avoid certain inconsistencies and in
order to protect the logotype, several
cases of unacceptable uses are shown
opposite.
This list is not exhaustive and shows only
the most frequent errors.

© Renault - 1st version - January 2016

Identity Standards Packaging Fundamentals 9

The Renault Life typeface

Presentation

A unique and exclusive typeface has ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

been created for the Renault brand called
Renault Life. abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 ?”!()/-*$€%£ 1234567890 ?”!()/-*$€%£
Renault Life Light Renault Life Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 ?”!()/-*$€%£ 1234567890 ?”!()/-*$€%£
Renault Life Regular Renault Life Regular Italic

ABDEFGHIJKLMNOPQRSTUVWXYZ ABDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 ?”!()/-*$€%£ 1234567890 ?”!()/-*$€%£
Renault Life Bold Renault Life Bold Italic

© Renault - 1st version - January 2016

Identity Standards Packaging Fundamentals 10

The Renault Life typeface

Application
The diagram opposite shows the various
typeface weights used to rank the different
text components on the front of Renault
packaging.

© Renault - 1st version - January 2016

Identity Standards Packaging Fundamentals 11

The colours
Presentation
The colour environment is comprised of
the colours shown opposite.
Just as for the logotype, these colours are
fundamental characteristics of the visual
identity and may not be altered.
Their combination contributes to the
immediate recognition of the Renault
image.
The Pantone colour option should be
used whenever possible for reasons
of quality and compliance with the
Renault identity.

© Renault - 1st version - January 2016

Identity Standards Packaging Fundamentals 12

Colours
Container colours
Standardising the chromatic environment
for all containers is crucial to the
consistency of the new image for Renault
products.
The container (box, bottle, spray can,
blister pack) is systematically metallic
grey*.
If the container has a cap (screw top,
capsule, spray gun, etc.), it is black.

*If it is not possible to have a metallic

grey container, preferably use Pantone
grey 429.

© Renault - 1st version - January 2016

Identity Standards Packaging Fundamentals 13

Colours
Application
The colour environment is comprised of
the colours shown opposite.
Just as for the logotype, these colours are
fundamental characteristics of the visual
identity and may not be altered.
Their combination contributes to the
immediate recognition of the Renault
image.
The Pantone colour option should be
used whenever possible for reasons of
quality and compliance with the Renault
identity.

© Renault - 1st version - January 2016

Identity Standards Packaging Fundamentals 14

The pictograms
Presentation
This diagram shows a non-exhaustive
list of Renault pictograms.
They are simple, accessible and modern,
and comply perfectly with Renault’s
packaging identity.

© Renault - 1st version - January 2016

2
Pack front construction
Identity Standards Packaging Construction 16

Pack construction Steps

Method
Here are the various steps to follow in
creating each new Renault pack front.

© Renault - 1st version - January 2016

Identity Standards Packaging Construction 17

The various types of formats

Examples

GENERAL CASE
There are three types of formats to which
specific graphic layouts apply.
The packaging dimensions determine
the size of the Renault logotype
(cf. Chart on p.19).

SPECIFIC CASES
For more complex formats, a standard
area has been defined to simplify
the logotype calculation.

© Renault - 1st version - January 2016

Identity Standards Packaging Construction 18

Height/Width ratio

The examples opposite show

the various types of formats found for
the construction of Renault packaging.
For examples of specific cases, refer to
page 25.

© Renault - 1st version - January 2016

Identity Standards Packaging Construction 19

Logotype size (A)

Reference chart
Depending on the packaging dimensions,
the relevant size of the Renault logotype,
called A, is determined using the chart
opposite.
The colours indicate the height of
the corresponding Renault lozenge.
When the format falls between two
sizes, the smaller of the two is used.

© Renault - 1st version - January 2016

Identity Standards Packaging Construction 20

Standard construction grid ( )

Detailed principle
The height of the Renault lozenge
(A) is the measurement unit for the
construction of our packaging.
The standard packaging construction
template shown here presents the
principles for constructing pack fronts.
Whenever possible, maintain a distance
equal to 2A between the logotype and
the black banner and between the black
banner and the bottom of the pack.
A height equal to 2A must be left above
the Renault logotype.
*Adaptations: if this is not possible,
then switch to a distance of 1A between
the logotype and the black banner
and between the black banner and
the pack bottom. A height of 1A or more
is mandatory for the space between
the logotype and the pack top.
For specific formats (small formats,
specific cases and large sizes), a space
of 1/2A is allowed.
For more details and if you have any
problems, examples of different packs
and specific cases are shown on pages
02 and 25.

© Renault - 1st version - January 2016

Identity Standards Packaging Construction 21

Vertical construction grid ( )

Detailed principle
The height of the Renault lozenge
(A) is the measurement unit for the
construction of our packaging.
The vertical packaging construction
template shown here presents the
principles for constructing pack fronts.
It is mandatory to maintain a distance
equal to 2A between the logotype and
the black banner and between the black
banner and the bottom of the pack.
When the format height is 5 times
the width W or more, the packaging
construction no longer changes.
Only the height of the grey banner
changes when enlarging the format.
In order to maintain visual harmony,
the format height is increased from the
lower part of the packaging.
For more details and if you have any
problems, examples of different packs
and specific cases are shown on pages
02 and 25.

© Renault - 1st version - January 2016

Identity Standards Packaging Construction 22

Narrow vertical construction grid ( )

Detailed principle
The height of the Renault lozenge
(A) is the measurement unit for the
construction of our packaging.
The narrow vertical packaging
construction template shown here
presents the principles for constructing
pack fronts.
This construction is used when the
format height is 10 times the width W
or more.
To calculate the size of the black banner,
refer to the method shown opposite.
It is mandatory to maintain a distance
equal to 2A between the logotype and
the black banner and between the black
banner and the bottom of the pack.
Depending on the size of the text
and the pictograms, the black banner
height may be increased.
It is nonetheless mandatory to comply
with the construction principles.
For more details and if you have
any problems, examples of different packs
and specific cases are shown on pages
02 and 25.

© Renault - 1st version - January 2016

Identity Standards Packaging Construction 23

Horizontal construction grid ( )

Detailed principle
The height of the Renault lozenge
(A) is the measurement unit for the
construction of our packaging.
The horizontal packaging construction
template shown here presents the
principles for constructing pack fronts.
Whenever possible, maintain a distance
equal to 1A between the logotype and
the black banner and between the black
banner and the bottom of the pack.
A height equal to 1A must be left above
the Renault logotype.
*Adaptations: For specific formats (small
formats, specific cases and large sizes),
a space of 1/2A is allowed.
Text must be arranged in columns
for this type of format to ensure good
legibility of all the elements.
For more details and if you have
any problems, examples of different packs
and specific cases are shown on pages
02 and 25.

© Renault - 1st version - January 2016

Identity Standards Packaging Construction 24

Wide horizontal construction grid ( )

Detailed principle
The height of the Renault lozenge
(A) is the measurement unit for the
construction of our packaging.
The wide horizontal packaging
construction template shown here
presents the principles for constructing
pack fronts.
This construction has been defined to
maintain strong visual impact for the
Renault logotype on very narrow formats.
This construction only applies
to a minority of formats defined
in the chart on page 19.

© Renault - 1st version - January 2016

Charte Graphique Packaging Construction 25

Complex formats ( )
Adaptation of the grid
Depending on the format requirements,
certain elements will have to be adapted:
• the space between the logotype and
the black banner
• the space between the black banner
and the bottom of the packaging
• the size of the text.
Nonetheless, it is essential to comply
with the graphic principles and the
Renault identity.
The examples opposite show what can
be done.

© Renault - 1st version - January 2016

Identity Standards Packaging Construction 26

Oversize formats ( )
Pack label for large formats
Use a standard adhesive label for large
format packs that cannot be printed over
their entire surface area.
This label exists in one size only.
It is placed in the upper left area
of the pack front.

© Renault - 1st version - January 2016

Identity Standards Packaging Construction 27

Additional information
General principle
An additional information area is allowed
to add certain necessary details on the
pack.
Additional information can be in the form
of text or pictograms.
These elements must be the same colour
as the text translations and in a smaller
size so as not to interfere with the main
pack elements.
The text elements are composed
in uppercase letters.

© Renault - 1st version - January 2016

3
Pack rear and flat design
Identity Standards Packaging Pack rear 29

Rear
Construction
The Renault pack rear must comply with
a certain number of rules established to
create continuity with the pack front.
The elements provided opposite illustrate
a pack back with a large number of
elements, close to a complete pack rear.
Given the many different formats and
variable text elements, certain elements
may be changed or deleted.
Allowance must be made for a 3 mm
minimum cutting safety margin around
the four edges.
The text size should not be any smaller
than 5.5 points.

© Renault - 1st version - January 2016

Identity Standards Packaging Pack rear 30

Rear
Examples
Certain graphic elements may not
appear because of the format,
the number of languages used
or the space needed for foreign
languages.

© Renault - 1st version - January 2016

Identity Standards Packaging Pack rear 31

Rear
Examples

© Renault - 1st version - January 2016

Identity Standards Packaging Pack rear 32

Flat design layout

General principle
The flat design layout of packaging
is constructed in accordance with
the same construction, colour and
typeface rules as for pack fronts and rears.
Certain graphic constants are specific
to this type of packaging (see following
page).

© Renault - 1st version - January 2016

Identity Standards Packaging Pack rear 33

Flat design layout

Principe with photos and technical information
The entire top face of the pack is
always metallic grey without any other
decoration.
If the size of the text is too great,
only the product name may be used
on this face.
Silhouetted product images and/or
ambiance photos can be used,
but only on the secondary faces (sides).
The black banner on one of the sides
is the same height as that on the pack
front.
The example opposite shows the graphic
constants that apply for flat design
layouts for all pack faces.

© Renault - 1st version - January 2016