Visual Identity Guidelines
Version 2.0
SEP.2024
Strictly Confidential
LOGO
Visual Identity Guidelines
CHANGAN LOGO IDENTITY
Changan (Group) logo identity is used in group level strategylaunching and supplier conference.
In principle, the space application of Changan （Group）logo identity is only used in group buildings and spaces involving
multiple brands, while business brand logo is used in single.
business brand space
The template of the company level meeting shall use the Changan (Group) logo identity, and other uses the business
brand logo.
Internal media such as portal website collaborative platform, mobile phone newspaper employee edition shall use group
brand logo.
Functional departments and business units which not affiliated to Changan auto brand, Oshan brand and Kaicene brand shall use
the Changan (Group) logo identity.
LOGO
CHANGAN LOGO IDENTITY
Vertical sing
Horizontal sign
The group logo identity is divided into
horizontal and vertical combination. Horizontal
plate logo is suitable for general layout, which is Horizontal sing
used around the layout and keeps a safe
distance from the layout.
Vertical sign
Vertical sign is suitable for long and narrow
layout. The logo is aligned with the layout in the
middle and keeps a safe distance from the
layou.
LOGO
CHANGAN LOGO IDENTITY
Vertical sing
White logo
White logo is used for brand blue or dark
background. Please make sure that there is
sufficient contrast between the logo and the Horizontal sing
background to maximize the visibility of the
logo.
LOGO
LOGO
CHANGAN（GROUP） LOGO IDENTITY
CHANGAN LOGO IDENTITY
Application of blue & gray logo
In order to ensure that the blue logo of
Application ofChangan
blue(Group)
& gray logo
is clear and distinguishable,
the brightness of background color must be
strictly controlled. Background gray less than
In order to ensure that
40% black is usedthe blue
to ensure
clear and distinguishable.
logo
that the logo isof
Changan (Group) is clear and distinguishable,
the brightnessTheofbluebackground color
logo of Changan (Group) must
provided in be
strictly controlled. Background gray less than
this page is applied to the color board on the
gray background with different brightness for
40% black is used
users' to ensure
reference. that
Users can thetologo
also refer the is
clear and distinguishable.
natural color board to measure the brightness of
the colored background. The example in the box
is the correct logo application, and the example
The blue logo of
withChangan
the slash is the(Group) provided in
wrong logo background
application.
this page is applied to the color board on the
gray background with different brightness for
users' reference. Users can also refer to the
natural color board to measure the brightness
of the colored background. The example in the
box is the correct logo application, and the
example with the slash is the wrong logo
background application.
8 Changan Visual Identity
LOGO
LOGO
CHANGAN（GROUP） LOGO IDENTITY
CHANGAN LOGO IDENTITY
Gray level application of white logo
In order to ensure that the anti white mark of
Gray level application ofdistinguishable,
Changan is clear and white logo the
brightness of background color must be
strictly controlled. If the background gray is
In order to ensure
greaterthat
than 30%the
black, anti white
it is the scope
(100% black cannot be used).
of usemark of
Changan is clear and distinguishable, the
Only white brand logo can be used on
brightness of background color must be
company blue background.
strictly controlled. If the background gray is
greater than 30% black, it is the scope of use
(100% black cannot be used).
Only white brand logo can be used on
company blue background.
9 Changan Visual Identity
70% 80% 90% 100%
LOGO
LOGO
CHANGAN（GROUP） LOGO IDENTITY
CHANGANLogo
LOGO IDENTITY
background control
When Changan (Group) logo identity is used
Logo background control
on a colored background (only some colors
are taken as an example), please make sure
the logo is clear and readable.
When Changan (Group) logo identity is used
on a colored background (only some colors
are taken as an example), please make sure
the logo is clear and readable,
10 Changan Visual Identity
LOGO
LOGO
CHANGAN（GROUP） LOGO IDENTITY
CHANGAN LOGO IDENTITY Logo background control
When Changan (Group) logo identity is placed
Logo background control
in the background of the picture, please
ensure that there is sufficient contrast of
brightness and color between the logo and
the background of the picture, so as to avoid
When Changan (Group) logo identity is placed
the ambiguity of the logo in the background.
The background should not be cluttered or
in the background of the picture,
too close to the color ofplease
the logo. ensure
that there is sufficient contrast of brightness
and color between the logo and the
background of the picture, so as to avoid the
ambiguity of the logo in the background.
The background should not be cluttered or
too close to the color of the logo.
11 Changan Visual Identity
LOGO
CHANGAN LOGO IDENTITY
Standard drawing
LOGO
The proportion of each element in the sign
CHANGAN（GROUP） LOGO IDENTITY
isfixed by design and cannot be changed.
Standard drawing Standard drawing Distance required
Standard drawing Restricted area
The marking line on the right
The proportion of eachshows the
element in the sign correct
is
fixed by design and cannot be changed. The
scale of the logo. marking line on the right shows the correct scale
of the logo.
Restricted area Restricted area
In order to spread Changan (Group) logo
identity more clearly and effectively, a certain
In order to spreadspace
Changan (Group) logo
must be kept around the logo, which is
identity more clearly
called the and effectively,
restricted area, and no words, a certain
space must be kept around the logo, which is
symbols and other elements are allowed in the
area.
called the restricted
As shown in the figure onand
area, the right, no
the bluewords,
symbols and other areaelements are
is the minimum limit area,allowed
and the heightin the
of "Y" in the legend corresponds to the height
area. of the corresponding part in the logo figure.
When the sign size changes, the size of the
As shown in the figure on the right, the blue
restricted area changes.
area is the minimum limit area, and the height of
"Y" in the legend corresponds to the height of
the corresponding part in the logo figure.
When the sign size changes, the size of the
restricted area changes.
LOGO
12 Changan Visual Identity
CHANGAN（GROUP） LOGO IDENTITY
Identification calculation formula (no less than) Layout width
When the horizontal width ratio of the layout is less
than 1:5, the width of the logo shall not be less than
the principle of no less than (layout height + layout
width) / [Link] LOGO IDENTITY
In principle,Identification
the logo can only appearcalculation
in the upper formula (no less
left corner. than)
According to the creative needs of the
picture, you can choose the upper right corner or
center alignment, such as background wall, hand
When
card, microphone the
covers, horizontal
etc., width
which can be used in ratio of the layout is
the middle.
less than 1:5, the width of the logo shall not be Width of logo
less than the principle of no less than (layout
height + layout width) / 12.
In principle, the logo can only appear in the
upper left corner. According to the creative
needs of the picture, you can choose the upper Layout height
right corner or center alignment, such as Layout height +Layout width
background wall, hand card, microphone
Width of logo
covers, etc., which can be used in the middle.
13 Changan Visual Identity
LOGO
CHANGAN（GROUP） LOGO IDENTITY
Identification calculation formula (short side principle)
Shorter side in the layout
When the horizontal width ratio of the layout is greater
than 1:5, the short side principle shall be used for the
width of the logo, which shall not be less than 1 / 3 of the
shorter side in the layout, and the logo shall be used in
the middle 。
CHANGAN LOGO IDENTITY
Identification calculation formula (short
side principle)
When the horizontal width ratio of the layout is Width of logo
greater than 1:5, the short side principle shall be
used for the width of the logo, which shall not
be less than 1 / 3 of the shorter side in the
layout, and the logo shall be used in the middle.
Shorter side in the layout
Width of logo
14 Changan Visual Identity
LOGO
LOGO
CHANGAN LOGO IDENTITY
CHANGAN（GROUP） LOGO IDENTITY
Joint use of logo
Joint use of logos
When Changan (Group) logo identity and partner
When Changan logo (Group) logo identity and
are combined as a whole, their shape, structure
Joint use of 2 logos
partner logo are and
combined
proportion shall notas a whole,
be changed in use. their Joint use of 2 logos
Consistent use of logo helps to maintain the unity of
shape, structure the
and proportion shall not be
brand and make the brand easier to identify.
Maximum Logo height
changed in use. Logo area
Set the identification letter "C" as y, and the
distance between identification and joint
Consistent use ofidentification
logo helps to symbol
is 3Y. The union maintain
is a the
unity of the brandvertical
andline make the
with a width brand
of 0.02y. easier
The height of to
the vertical line is equal to that of the sign. The
identify. vertical line is located in the middle of the two
signs.
Set the identification letter "C" as y, and the Joint use of 3 logos
Joint use of 3 logos
distance between identification and joint
identification is 3Y. The union symbol is a Maximum Logo height
vertical line with a width of 0.02y. The height of Logo area Logo area
the vertical line is equal to that of the sign. The
vertical line is located in the middle of the two
signs.
15 Changan Visual Identity
LOGO
LOGO
CHANGAN（GROUP） LOGO IDENTITY Joint use of 2 logos
Joint use of 2 logos
CHANGAN LOGO IDENTITY
Joint use of logos - Sample
When Changan (Group) logo identity and partner
Joint use of logo
logos - Sample
are combined as a whole, their shape,
structure and proportion shall not be changed in
use. Consistent use of logo helps to maintain the
When Changan (Group) logo identity and
unity of the brand and make the brand easier to
partner logoidentify.
are combined as a whole, their
shape, structure and proportion shall not be
changed in use. Consistent use of logo helps to
maintain the unity of the brand and make the
brand easier to identify.
Joint
Joint useuse
of 3 of 3 logos
logos
LOGO
16 Changan Visual Identity
LOGO
CHANGAN（GROUP） LOGO IDENTITY
CHANGAN LOGO IDENTITY
Wrong application of split logo combination
This page indicates common errors to avoid
when using split identity combinations. In order
Wrong application of consistency,
to maintain split logo please make sure to
use the official source file of the logo, and do Proportion change not allowed
combination not change the identity elements and
Logo location(combination) change not allowed Combination with transparent pic not allowed
combinations in any ways.
This page is a common error application, not
This page indicates common errors to avoid
exhaustive all wrong applications.
when using split identity combinations. In order
to maintain consistency, please make sure to
use the official source file of the logo, and do
not change the identity elements and
combinations in any ways.
This page is a common error application, not
Outline not allowed Shadow effect addition not allowed Font change not allowed
exhaustive all wrong applications.
17 Changan Visual Identity
Logo location(combination) change not allowed Logo location(combination) change not allowed Partial color change not allowed
LOGO
COLOR
Visual Identity Guidelines
COLOR
BRAND COLOR
Brand color
The main color ofBrand color
a brand is the preferred color
The main color of a brand is the preferred color
of a brand. It is a ofspecific color or a group of
a brand. It is a specific color or a group of
color systems determined to create
color systems determined to create aa unique
unique
brand image, andbrand is used in all the media of
image, and is used in all the media of
visual communication design. Through the
visual communication design.
unique perceptual Through
stimulation the
and psychological
unique perceptual stimulation
reaction of color to expressand psychological
the business
philosophy and spirit of the enterprise. The main
reaction of color to express the business
color of Changan brand is "Changan blue". The
philosophy and spirit
blue colorof withthe enterprise.
low saturation The main
is used as the
color of Changanmain brand
color of is
the "Changan
color system, whichblue".
not only The
continues the long-term accumulated sense of
blue color with low saturation is used
science and technology in Changan, but also
as the
main color of themakes color system,
the original blue morewhich not only
durable through
continues the long-term accumulated sense of
careful adjustment, and creates a wise, rational
and steady visual feeling.
science and technology in Changan, but also
makes the original blue more durable through
careful adjustment, and creates a wise, rational
and steady visual feeling.
When using spot color data, four color data and
RGB data, the whole logo must be presented
When using spotaccording
colortodata, four color data and
the standard color specification.
RGB data, the whole logo
Any color must
and scale changesbe presented
are not allowed
according to the under
standard color specification.
any circumstances
Any color and scale changes are not allowed
under any circumstances.
40 Changan Visual Identity
COLOR
COLOR
AUXILIAR COLOR
Brand color
The main color of a brand Auxiliary
is the preferred color
color
of a brand. It is a specific color oris a
Auxiliary color the group ofof the brand, which is
secondary color
color systems determinedmeaning, to create a the
and to enhance unique
mainly used to set off the brand concept and symbolic
uniqueness and vitality of
brand image, and is used in all the media of
enterprise expression by cooperating with the main color of
the brand. Auxiliary colors can be used in graphs, charts,
visual communication design. Through the
tables, etc.
unique perceptual stimulation andandpsychological
Rich in natural energetic orange, it represents vitality,
reaction of color to express the business
symbolizes light and brings energy to each other. The
interaction, trust and communication between partners are
philosophy and spirit of the enterprise.
the most expressive feelingsThe main
of energetic orange. At the
color of Changan brand is same time, it shows the gray system of natural and
"Changan blue". The
humanistic colors, so that the ultimate exploration of
blue color with low saturationtechnology isandused
the travelas
life the
of consumers are perfectly
connected. With the complementary color matching, the
main color of the color system, which
visual experience not only
is more harmonious.
continues the lzong-term accumulated sense of
When using spot color data, four color data and RGB data,
science and technology intheChangan,
whole logo must bebut also
presented according to the
makes the original blue more durable through
standard color specification. Any color and scale changes
are not allowed under any circumstances
careful adjustment, and creates a wise, rational
and steady visual feeling.
Pantone 649C C15 Pantone 2023C C0 Pantone 550c C43 Pantone 660c C70 Pantone 2377c C80 M70
M10 Y10 K10 R221 M00 Y80 K0 R255 M20 Y25 K0 R160 G185 M50 Y35 K0 R95 G120 Y60 K25 R60 G70 B80
When using spot color data, four color data and G225 B225 G150 B50 B185 B145
RGB data, the whole logo must be presented
according to the standard41color specification.
Changan Visual Identity
Any color and scale changes are not allowed
under any circumstances.
COLOR
FONT
Visual Identity Guidelines
FONT
CHANGAN FONT Product Font Brand font General Font
CHANGAN FONT
Product Font
In order to unify the scene of product
Product Font promotion and vehicle name plate, the design
standard of product font is standardized on the
basis of brand font.
In order to unify theBrand
scene Font of product
promotion and vehicle name
Changan plate,
Brand font is Changanthe design
gravitaty font,
which is the preferred application font.。
standard of product font is standardized on the 长安引力体 版权字体
basis of brand font.
General Font
Brand Font In order to enrich the diversity of fonts, fonts
with copyright can be used as general font
applications.
Changan Brand font is Changan gravitaty font,
Note:
which is the preferred application
The use font.
of non copyright Fonts is strictly
prohibited. The legal copyright infringement
disputes arising from the use of non copyright
General Font fonts shall be borne by the application units of
In order to enrich the
nondiversity
copyright fonts. of fonts, fonts
with copyright can be used as general font
applications.
Note:
The use of non copyright Fonts is strictly
prohibited. The legal copyright infringement
disputes arising from the use of non copyright
46 units
fonts shall be borne by the application ChanganofVisual Identity
non copyright fonts.
FONT
CHANGAN FONT
Font
Brand Font
CHANGAN FONT
Changan font is the first choice for Changan
font. Changan gravity font Brandis Fontcustomized and
Changan font is the first choice for Changan
developed according to GB2312-80
font. Changan gravity font standard,
is customized and
including light, regular and bold.
developed according to GB2312-80 standard,
including light, regular and bold.
The style of "Changan gravity font" is modern
and simple. Both ChineseThe and Western
style of "Changan gravity font" is modern
and simple. Both Chinese and Western
languages adopt the asymmetric
languages adopt the design
asymmetric design
method of "straight left and right arc". It
method of "straight left andskillfully inherits thearc".
right It
value of Changan brand,
skillfully inherits the value of Changan
technology and care, and at thebrand,
same time, it
shows the font personalization to a great
technology and care, andextent. at The the "rightsame time,
angle" design it
on the left
shows the font personalization to a great
side of the stroke is intelligent technology,
which extends infinitely like professional
extent. The "right angle"rationality
design on ofthe
and sense order; left
the "arc" design
on the right side of the stroke is consistent
side of the stroke is intelligent technology,
with the "vitality care" advocated by Changan
which extends infinitely brand.
likeThe professional
soft curves and lines give people a
lively and intimate feeling. At the same time,
rationality and sense of order;
the smooth arc the design "arc"
combined design
with
on the right side of the stroke is consistent
Changan modeling design language
strengthens the brand characteristics.
with the "vitality care" advocated by Changan
brand. The soft curves and Note:
lines give people a
lively and intimate [Link] Atwill bethe same
officially time,
released before the end of
2020
the smooth arc design combined with
Changan modeling design language
48 Changan Visual Identity
strengthens the brand characteristics.
FONT
Version 2.0
SEP.2024
Strictly Confidential