Sponsorship

Nissan Brand Sponsorship

This section provides guidelines relating to Nissan’s global, regional and local sponsorships. The principle is to align our sponsorships with the new Nissan brand and the main creative expression guidelines should be applied to the activation and amplification of sponsorship properties.

The following guidelines provide direction for the use and application of sponsorship logos. There will be specific activation playbooks created for our global sponsorship of UCL and ICC, which will build on the new Nissan Brand creative expression to provide further direction and help activation and creative development.

Formula E is an owned property rather than a sponsorship, and therefore has a set of specific guidelines for the use and application of logos as well as a dedicated activation playbook.

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Logos and Sponsorship

The use of a sponsorship property logo is a key benefit and helps build positive association between our brand and the sponsorship property.

There are three options to apply logos in sponsorship:

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Composite Logos

Composite logos should consist of the 2D flat Nissan Logo and a 2D flat property logo of identical height. The two logos should be separated by the faded line in the middle and all elements should be the same monochrome color, in all black and all white transparent versions.

The primary version of a composite should be horizontal, but a vertical stacked composite is a secondary option.

The sizing of the composite is outlined below. As demonstrated here, the Nissan Logo element should never be smaller than the minimum size stated in the main guidelines. The Nissan Logo & property logo should always be equal in height.

Main Creative Expression Guidelines should be followed for guidance on minimum spacing for specific formats.

Minimum Sizing
Follow main guidelines for sizing of Nissan logo element. The property logo should always be identical in height.

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Composite Versions

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Logo Elements
The composite logo consists of the flat 2D Nissan Logo (1) a faded line (2) and the property logo (3).

Clear Space

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Separate Logos

Use of separate Nissan and property logos should be applied to print advertising, retail advertising and OOH advertising that include the sponsorship. Whenever a property logo is included, the Nissan Logo should also always be present.

The choice of Nissan Logo (3D/2D shadow), the color and placement should follow the main guidelines.

The property logo should be a 2D flat version and the same color as the Nissan Logo. It should be placed in line with the Nissan Logo at the opposite side and should be the same height to give sizing parity.

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Nissan Brand Wordmark Use

The Nissan Brand Wordmark should be used in sponsorship for the purpose of maximizing brand exposure where visibility of the Nissan Logo may not be optimal. This includes many branding elements in sponsorship events such as pitch side perimeter boards, LED, stadium branding, media backdrops and official clothing.

For static or LED perimeter boarding specifically, the Nissan Brand Wordmark must be included as it provides maximum visibility and ensures brand exposure is achieved.

The Nissan Brand Wordmark should be maximized in size for the branding format to help visibility and exposure, while ensuring adherence to minimum spacing guidelines.

The priority background color should be Nissan Red, however black can also be used if the format requires it.

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Mnemonic Usage

When producing sponsorship-related video advertising or content for TV, digital or social platforms, there are two branding formats that need to be considered:

Opening:
a specific version of the composite logo which uses the white 3D version of the Nissan logo, which is present at the start of the video and fades after 0.5 seconds (similar to the standard brand logo fade used for non-sponsorship content).

Closing:
the standard brand mnemonic that fades in at the end for the final 2.5 seconds.

6-seconds or shorter
Composite logo must be applied at the start of the video but no mnemonic is used at the end.

Longer than 6 seconds
Composite logo must be applied at the start of the video and the brand mnemonic must be applied at the end.

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