brand usage - michelin b2b portal login usage by dealers manual. summary 03 ... never refer to...

MICHELIN brand usageby dealersManual

SUMMARY 03

This manual applies to all MICHELIN tire dealers worldwide.

The use of the MICHELIN brand by dealers relates to the following brands:

• The MICHELIN brand name and by extension the MICHELIN brand logo.

• The commercial trade names (e.g. ENERGYTM SAVER…) and by extension their logos.

• The labels for which the tire dealers get certifi ed, with their own implementation rules.

All those brands will be referred to in the manual as the MICHELIN brand and its associated trademarks.

INTRODUCTION 04 - 05

1. MICHELIN BRAND VISUAL IDENTITY1.1a Logo 081.1b Logo guidelines 091.1c Logo and backgrounds 101.2 Visual identities for MICHELIN trademarks 111.3 The Michelin Man 12

2. POINT OF SALE 2.1a Facade signage 142.1b Other Point of Sale Materials 152.2 Vehicles 162.3 Stationery 172.4 Promotional items / goodies 182.5 Working clothes 19

3. CO-COMMUNICATION 3.1 Case 1 - MICHELIN brand ad with an invited dealer 223.2 Case 2 - Co-branded ad where MICHELIN and dealer brands are equal 233.3 Case 3 - Dealers’ ad with MICHELIN as an invited brand 24

4. DIGITAL 4.1a MICHELIN branding on dealer’s digital supports 264.1b MICHELIN branding on dealer’s digital supports (cont.) 274.2 MICHELIN brand ads and the Michelin Man on dealer’s digital supports 284.3 Co-communication on dealers’ digital supports 294.4 MICHELIN brand in Keywords search 304.5 Other digital rules 31

INTRODUCTION 04

The MICHELIN brand has always been a key asset for the Michelin group and for its dealers.

We want to develop the strength of the MICHELIN brandThe strength of the MICHELIN brand increases current customers’ loyalty and helps recruit new ones. It drives traffi c and sales for the dealers who sell our products and services, while justifying the price difference with our competitors. These assets make the MICHELIN brand unique, and therefore the most valued brand by drivers and dealers among all the tire brands worldwide. On most markets, MICHELIN brand is already associated to a “premium” brand, offering the most qualitative and technologically advanced products and services. All together, we must contribute to build and reinforce this strong and differentiated image on the long run.

We must protect the MICHELIN brand’s intellectual property and the Group legal rightsBeyond their image, the MICHELIN brand, its associated trademarks (the names of products, services and technologies) and the Michelin Man, the brand’s icon, are the exclusive property of the Michelin group and therefore form a real and sustainable competitive advantage for the company. This is why it is essential to prevent misuages or illegal uses that could weaken or damage the amazing value of these brands.

This manual is a necessary tool to protect and develop the MICHELIN brandThe dealer’s communication and the presence of the MICHELIN brand and its associated trademarks at points of sale form a very signifi cant part of MICHELIN brand’s awareness on our markets. That is why they must be managed carefully, in collaboration with the dealers. This “all in one” manual presents the rules and principles for the use of the MICHELIN brand and its associated trademarks on dealers’ advertising and promotional activities. It should help us to better advise our dealers and better protect the amazing asset that is the MICHELIN brand. We are all responsible for strictly respecting these rules, with no exception. This demand will allow us to protect the long-term MICHELIN brand value all around the world.

Thank you for your support for the Group and the Brand!

Claire Dorland Clauzel Éric de CromièresMember of the Group Executive Committee Member of the Group Executive CommitteeExecutive Vice President - Communication & Brands, Commercial Performance Executive Vice PresidentPublic Affairs, Maps & Guides and Michelin Lifestyle

10 KEY PRINCIPLES 05

The 10 principles that drive MICHELIN brand use by dealers

1. Truly support the MICHELIN brand salesThe use of the MICHELIN brand and its associated trademarks by dealers should exclusively aim to promote the MICHELIN products and/or services that must be available for sale at their point of sale, and never to promote competing products or services.2. Guarantee and raise the premium MICHELIN brand imageThe MICHELIN brand premium image should be leveraged through an appropriate quality of service at dealers’ points of sale as well as a communication highlighting the superior products and services benefi ts for the consumers. That is why purely price-oriented messages, low quality execution of communication materials and redundant or inappropriate use of the MICHELIN brand logo, its associated trademarks or the Michelin Man are not permitted.3. Comply with the MICHELIN brand visual identityTo preserve the Brand integrity, the use of the MICHELIN brand should always comply with the Brand standards. As such, identifying and correcting misusages or illegal uses is a priority for all the Michelin teams. Providing pre-approved materials and templates is also highly recommended as it prevents misusages.4. Preserve the unique role of the Michelin Man through communicationsThe Michelin Man has a unique role to differentiate the MICHELIN brand and raise its attractiveness. As such, the use of the Michelin Man by dealers is limited to communication materials created by or in collaboration with Michelin.5. Respect the values of the Michelin Group and the laws in the countryNo reference can be made to political, religious, philosophical, racist or sexual elements… and, more generally, to partisan, discriminatory, reprehensible and/or illegal elements, or to anything contrary to basic principles of road safety or respect for the environment.6. Clearly differentiate the MICHELIN brand from dealers’ onesDealers’ communication supports must never mislead to think that Michelin is the issuer of the message. And business operations over which Michelin has no control that can imply an affi liation or other legal tie between the MICHELIN brand and another brand are not allowed. This manual and any implicit authorization of use of the MICHELIN brand and its associated trademarks in no way represents a transfer or license of Intellectual Property rights and brand rights in particular.7. Maintain a total independence between Michelin Group’s brandsNever refer to another Michelin Group brand - and by extension its logo and its products and services names – as being part of the Michelin Group.8. Respect the processes to guarantee the protection of the Group legal rightsThis manual is not an authorization to use the MICHELIN brand and its associated trademarks in all cases. Beyond basic reference to the MICHELIN brand or basic use of its logo, other uses of the MICHELIN brand and its associated trademarks (e.g. on co-communication ads, signage, vehicles, etc…) are subject to prior and explicit authorization from Michelin.9. Rely on the local Signage & Brand Presence Policy for brand usage authorizationThe local Signage and Brand Presence Policy should defi ne what kind of dealers have access or not to the extended usages of the MICHELIN brand.10. Be proactive at preventing, identifying and solving brand misusages or illegal uses!

07

The MICHELIN brand visual identity consists of a brand logo, a color palette,

fonts, the Michelin Man and a visual territory (look and feel). All those distinctive

signs allow to identify the brand and differentiate its products and services from

competing brands in a market.

MICHELIN BRAND VISUAL IDENTITY1.

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1.1a MICHELIN BRAND VISUAL IDENTITY - Logo 08

Wrong examples - not to follow

5. The MICHELIN brand logo does not exist in outline (negative) version.6. The MICHELIN brand logo exists only in full color or monochrome version, but not in blue & black.7. The MICHELIN brand logo outline must not be deleted.8. The MICHELIN brand logo must not be deformed or modifi ed.9. Outdated MICHELIN brand logos should not be used.10. Do not create new MICHELIN brand logos.

Without any other form of prior and explicit agreement by Michelin, dealers are implicitly authorized to refer to and use the MICHELIN brand they sell and by extension, its logotype, when related to advertising and promotional activities designed to stimulate sales of MICHELIN products and services.The present authorization is subject to the rules detailed in this document and submitted to the Commercial Agreement and/or the General Conditions of Sale. 1. The MICHELIN brand logo, in full color, consists of four inseparable elements which cannot be modifi ed: the MICHELIN name in white letters, underlined by a yellow rule, alongside the Michelin Man in its welcoming posture, all together positioned on a blue box with a white outline.2-3. Two special monochrome versions of the logo, blue or black, can only be used when full color reproduction is not possible.4. The special banner version of the logo can be used by dealers in two exceptional cases only:- On facade signage (See p.14)- On vertical exterior banner or fl ag (See p.15)RememberNo other MICHELIN brand logo versions are allowed.The Michelin Man can never replace the MICHELIN brand logo.

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9 Leveraging unique technologies, the Pilot Sport 3 tyre provides superior grip and …

Color Pantone

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Black

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Yellow

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09


5. The white outline around the blue box was left out and the protection zone was ignored.6. The protection zone was ignored.7. The logo is smaller than the minimum authorized size.8. Dealers must not use the baseline ”A better way forward”.9. The MICHELIN brand logo can never be used in a body of text.

For better visibility and integrity of the MICHELIN brand logo, the following rules must be respected:1. The MICHELIN brand logo with its protection zone, area where no text or graphic elements are permitted.2. The MICHELIN brand logo’s minimum reproduction size is 30mm wide for print and 85 px wide for screen.3. The MICHELIN visual identity color palette consists of a specifi c dark blue, a specifi c yellow, black and white. Those colors cannot be modifi ed.4. The MICHELIN name used as a brand in a text always appears in CAPITAL letters (as opposed to Michelin name when used as the company name).

MICHELIN BRAND VISUAL IDENTITY - Logo guidelines1.1b

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9. The MICHELIN brand logo on an uneven background is not visible enough. 10. A white block, behind the logo, cannot be added. 11. Reversed, negative logo version is not authorized. The Michelin Man and MICHELIN name inside the logo must always remain lighter than the rest of the logo elements.

1. It is recommended to always use a plain and light background, to ensure the best visibility of the MICHELIN brand logo. 2-3-4. If the background cannot be light, it has to be as even as possible and the white outline must be visible. 5. If the background cannot be plain or even, it has to be blurred around the MICHELIN brand logo.6. On a black color background, the black monochrome version is preferred.There is one exception for the use of a monochrome version:7-8. For Kraft envelopes, tinted newsprints or road safety vests only, as the support itself is not white, the white areas of the logo (the Michelin Man and the MICHELIN name) can be replaced by the color of the background.

MICHELIN BRAND VISUAL IDENTITY - Logo and backgrounds1.1c

1

2

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6

3 5

7 9

X

X

X

Product /Service

Product /Service

8

The MICHELIN Pilot Power 3 tire is designed for roadsters and sport bikes. Primarily intended for road use (85%),

…incorporating the right solutions into a single tire like the new Michelin Pilot Sport 3 tire represents a formidable high-tech challenge.

Product logoAXIOBIB

L’expertise au service des agriculteurs

Notre point de vente bénéfi ciede la certifi cation MICHELIN Exelagri :

25, rue xoxoxox xoxoxo00 000 XOXOXOXTél. : 00 00 00 00 00

DURAND Pneus

DépannageGéométrie

Conseils pneumatiques personnalisésMontage à la ferme

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Recevez XXX en chèque cadeaupour tout achat de 2 pneus MICHELIN AXIOBIB

€

du XX au XX Maichez votre revendeur DURAND Pneus

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11


6. The layout (See 1-2 above) must not be modifi ed. The commercial names may never be bigger than the MICHELIN brand logo or name. 7-8. The MICHELIN brand logo or name is missing.9. The MICHELIN name and commercial names must not use a different font as the rest of the text and must respect their original case style. The MICHELIN name must be in capital letters.

Without any other form of prior and explicit agreement by Michelin, dealers are implicitly authorized to refer to and use the MICHELIN trademarks they sell and by extension, their logotypes and their labels, when related to advertising and promotional activities designed to stimulate sales of MICHELIN products and services.The present authorization is subject to the rules detailed in this document and submitted to the Commercial Agreement and/or the General Conditions of Sale.MICHELIN trademarks must always be used with the MICHELIN brand logo or the MICHELIN name in capital letters and must never be abbreviated nor made into an acronym.If required, references to a brand must be accompanied by the appropriate brand symbol, (e.g. MICHELIN®, ENERGY™ SAVER), or even a legal note at the foot of the page.1-2. Trademarks (name or logo) with the MICHELIN brand logo or name and a global protection zone.3. When MICHELIN trademarks appear in body text, their logos can never be used:> The font must be the same as the body text and the case style the same as in their logo version.> They must always be connected to the product or service being described: “(…) tire” or “(…) service”.4. Labels, incorporating the MICHELIN brand logo or name.5. “Product Business Cards” (product picture + name + MICHELIN brand logo) created by Michelin.RememberElectronic fi les of MICHELIN trademarks and “Product Business Cards” must be available for reproduction use by dealers through a Michelin representative.

MICHELIN BRAND VISUAL IDENTITY - Visual identities for MICHELIN trademarks1.2

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12


6. Dealers must not sign ads featuring the Michelin Man.7. Dealers must use only current and not old dated representation of the Michelin Man.8. Dealer’s own supports must not integrate the Michelin Man.9. Dealers must not create new designs using the Michelin Man for communication or decoration.

The Michelin Man is the symbol of both the Michelin group and the MICHELIN brand. Dealers are not authorized to use it in their own communication materials.Dealers can only use the Michelin Man in materials created and signed by Michelin, as per the following examples:1. MICHELIN brand advertising featuring the Michelin Man.2. MICHELIN brand brochure featuring the Michelin Man.3. MICHELIN brand banner featuring the Michelin Man, on a dealer’s website.4. MICHELIN brand point of sale materials featuring the Michelin Man.5. A 3D Michelin Man image for point of sale display.Those materials must not be modifi ed or signed by dealers.RememberThe Michelin Man is only used to promote MICHELIN products and services. The Michelin Man must be used in the most respectful way; ridiculous presentations are not allowed. Old dated and damaged supports, broken, faded etc. must be replaced.

MICHELIN BRAND VISUAL IDENTITY - The Michelin Man1.3

*Fantasy Shop Name / Dealer’s brand

13

The points of sale are often the fi rst contact between the MICHELIN brand and

the customers. When entering the point of sale, the customers’ fi rst impressions of

the MICHELIN brand and the quality of service delivered can be decisive in

the purchase process.

While points of sale belong to dealers, all use and implementations of the MICHELIN

brand identity elements must be approved by a Michelin representative, according

to the local Signage Policy defi ned in the corresponding commercial contract.

POINT OF SALE2

1 2

3

Tires Services Accessories Exhausts Shock-absorbers Brakes Wheels

4

X

X

BRAND BRAND BRAND BRAND

5 6

Tires Services Brakes

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5. Dealers must not create their own MICHELIN facade design. Only Michelin can produce them. Besides, the logo is missing the white outline around the blue box. 6. Dealers must not modify the MICHELIN brand logo and produce their own sign.

Dealers may request to a Michelin representative a MICHELIN facade signage for their point of sale. According to the local Signage Policy, an explicit

authorization is required.Facade signage uses the special banner version of the logo featuring the welcoming Michelin Man posture.1. Full frontage sign made up of the special banner version of the MICHELIN brand logo, the name of the dealer, the associated activities and the contact number.2. For narrow facades measuring 5 to 8 meters wide, the sign can be built vertically. 3. Horizontal sign made up of the special banner version of the logo.4. If the dealer uses his own signage, the MICHELIN brand logo can be placed below the dealer visual identity. The protection zone must always be respected.These materials are only examples. For more details, please refer to the ”MICHELIN Point of Sale Visual Identity”.

POINT OF SALE - Facade Signage2.1a


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BRAND

BRAND

BRAND

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9 10 118

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7. Other brand products must not be displayed on MICHELIN branded materials.8. The Michelin Man fi gure must not promote anything else than MICHELIN products and services.9. Dealers cannot alter or modify the signs supplied by Michelin.10-11. Old dated or damaged point of sale materials must be removed and/or replaced.

Dealers may request to a Michelin representative branded, indoor and outdoor signage and display elements to brand their point of sale and promote

MICHELIN products and services. An explicit authorization is required, according to the local Signage Policy.1. MICHELIN vertical hanging banner using the special banner version of the logo (See p.08). 2. Other MICHELIN vertical banners and fl ags using the full color MICHELIN brand logo, centered at the top, as well as the welcoming Michelin Man posture.3. A square stamp sign can be added to the facade.4. MICHELIN products display.5. 3D Michelin Man figure, to promote MICHELIN products and services only, and not as a decoration object.6. Other brand logos cannot be added onto MICHELIN branded point of sale materials. Dealers who want to show other brand logos must use their own visual identity. The protection zone around MICHELIN brand logo must always be respected.RememberDealers must not design and produce their own MICHELIN branded point of sale materials. These materials are only examples. For more details, please refer to the “MICHELIN Point of Sale Visual Identity”.

POINT OF SALE - Other Point of Sale Materials 2.1b


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Distributor

Distributor

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Distributor

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*

6

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5-6. Dealer’s vehicles should not mislead to think that they are Michelin owned. The use of the Michelin Man is exclusively reserved for Michelin-owned vehicles (except for exclusive importers).

Dealers may use on their vehicles the MICHELIN brand logo, or a MICHELIN label as long as they are certifi ed and respect its specifi c usage rules.

They must get a prior and explicit authorization from a Michelin representative according to the local Signage Policy, and sign the corresponding contract.1-2-3. The use of the MICHELIN brand logo must follow specifi c construction rules to clearly state that the owner of the vehicle is the dealer, not Michelin:• The dealer’s logo must be dominant. • The MICHELIN brand logo must be preceded by the term “Distributor”*, always respecting the logo protection zone.Exception:4. When exclusive importers represent contractually Michelin in their country, they are allowed to use the full MICHELIN brand visual identity on their own vehicle, as Michelin does for its own vehicles.In all cases, the use of the Michelin brand logo or visual identity on the vehicle is subject to the following rules:• The vehicle must be for professional use only, and linked to the sale and promotion of tires.• The vehicle must remain clean so that the MICHELIN brand logo is not tarnished.• When the vehicle is to be sold to a third party, the dealer must delete the MICHELIN brand logo or any other part of the MICHELIN visual identity by, for example, repainting the vehicle.

*The word “Distributor” is only an example and may be translated and/or adapted to local usages.

POINT OF SALE - Vehicles 2.2


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3-4. Dealers must not use the MICHELIN brand logo on their own stationery elements. They represent their own brand and company, not Michelin.5-6. Dealers are not allowed to co-brand their own stationery elements.7. Dealers must not use MICHELIN brand logo on supports not related to MICHELIN products and services.8. Dealers are not authorized to use the Michelin Man in their own stationery or business forms.9. Dealers are not authorized to use the MICHELIN brand logo in their emails’ signature.

Dealers must never use stationery with the Michelin company heading. And they are not allowed to use MICHELIN brand logo and its associated trademarks on their own stationery and business form.Only supports created for the promotion and sale of MICHELIN products and services can feature the MICHELIN brand identity elements.Exception:1-2. When exclusive importers represent contractually Michelin in their country, they are allowed to use the MICHELIN logo on their stationery that are linked with the promotion and sale of MICHELIN products and services, respecting the following rules:• The dealer’s logo must be dominant. • The MICHELIN brand logo must be preceded by the term “Distributor”*, always respecting the logo protection zone.The use of the MICHELIN logo on emails, power point presentations and audio/visual signatures are not authorized.

*The word “Distributor” is only an example and may be translated and/or adapted to local usages.

POINT OF SALE - Stationery2.3


Exception:

9 1110

1 2 3

8765

4

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9-10. “Original” creation, using MICHELIN’s branding elements are not authorized.11. The MICHELIN brand logo cannot be added to a dealer’s own promotional item. Only Michelin can manufacture MICHELIN branded or co-branded promotional items.

Dealers can order MICHELIN branded promotional items through a Michelin representative. If they wish to co-brand the goodies with their name or logo,

dealers must get a prior authorization and place a special order to Michelin.1-2-5-6-7-8. Promotional items or goodies are an extension of the MICHELIN brand. They must vehicle the quality and values associated with the brand, and comply with Michelin specifi c requirements.Only Michelin can be in charge of their fabrication.3-4. Co-branded promotional items are supplied by Michelin. The MICHELIN brand logo always remains dominant and the dealer’s brand is preceded by the term “Distributed by”.Dealers must not modify or add anything themselves to MICHELIN branded or products / services names promotional items.RememberDealers are not authorized to co-brand their own-made promotional items adding the MICHELIN brand logo or trademarks.MICHELIN promotional items must not be sold. They can be distributed free or included as free gifts in promotional offers.MICHELIN goodies must be ordered in compliance with Michelin Group Purchasing Process. For more details, refer to Michelin local Purchasing department.

POINT OF SALE - Promotional items / goodies2.4


Distributed by

Distributed by

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1 2 5

3 4

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6-7. The MICHELIN brand logo cannot be added to dealers’ original working clothes.

Dealers can order MICHELIN branded working clothes for their employees through a Michelin representative. To co-brand them with their name or logo,

dealers must get a prior authorization and place a special order to Michelin.1-2-3. Working clothes are an extension of the MICHELIN brand. They must vehicle the quality and values associated with the brand, and comply with Michelin specifi c requirements. Only Michelin can be in charge of their fabrication.4-5. Co-branded working clothes are supplied by Michelin. The MICHELIN brand logo always remains dominant and the dealer’s brand is preceded by the term “Distributed by”.Dealers must not modify or add anything themselves to MICHELIN branded products / services names working clothes.RememberDealers are not authorized to co-brand their own working clothes adding the MICHELIN brand logo or trademarks.

POINT OF SALE - Working clothes2.5


21

Co-communication is defi ned as advertising where the MICHELIN brand appears

alongside a dealer brand. In order to be authorized to advertise with MICHELIN

brand, the dealer must follow a few general principles:

• The ad must comply with Michelin values and standards.

• The use of the MICHELIN brand must only be related to MICHELIN products or

services.

There are 3 different application principles of co-communication:

Case 1. MICHELIN brand ad with an invited dealer

Case 2. Co-branded ad where MICHELIN and dealer brands are equal

Case 3. Dealer’s ad with MICHELIN as an invited brand

CO-COMMUNICATION3

7Dealer’sbrand

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www.dealersandco.fr

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22


6. Dealers must not modify nor sign the MICHELIN ad. The dealer’s brand can only appear in dedicated spaces.7. For horizontal ads signed on the right side, the dealer’s brand cannot be placed in the MICHELIN signature zone.

The brand environment is pure MICHELIN. The ad is created and signed by Michelin.Dealers can use dedicated space for their

own communication following a few rules:• MICHELIN brand logo must remain dominant.• The dealer brand (i.e. name or logo) must appear in an insert (a) with the promotion information and/or in the welcome zone (b) (under the photobar):> The size and place of the promotional insert must not damage the visibility of the headline, as well as the visibility of the Michelin Man and his action.> The dealer brand in the welcome zone must be inserted on the left of one of the limit diagonal lines. • The offer must explicitly link the 2 brands in the headline (c) and/or in the body copy (d): > The offer must focus on a MICHELIN product or service benefi t.> The body copy can feature dealer name, point of sale and/or promotion information. 1. Construction rule with dealer’s minimum presence: in the welcome zone and in the body copy only.2. Construction rule with dealer’s maximum presence: in the headline, an insert, the welcome zone and the body copy.3. An illustration of option 2.4-5. The same rules apply for horizontal ads, except that the dealer´s brand cannot appear in the welcome zone to avoid confusion.

CO-COMMUNICATION - Case 1: MICHELIN brand ad with an invited dealer3.1


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OIL LEVEL

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TOTAL AUTOMOTIVE SERVICES & MAINTENENCE

23

4. One of the logos cannot be bigger than the other. 5. The content is not related to MICHELIN products and services.6. The dealer’s information should not take over the whole page. It must be related to tires and be positioned in an insert.7. Signatures must be on a common and neutral banner.8. MICHELIN advertising campaign (including the Michelin Man key gesture) is not allowed in equal co-branding. It is reserved exclusively for MICHELIN brand ad and case 1 of co-communications.


The MICHELIN brand and the dealer’s brand are equally co-authors and co-signers of the ad.1-2-3. The ad must be built jointly, in

compliance with the following rules:• The MICHELIN brand logo and dealer’s brand logo must be of equivalent sizes.• The layout and the colors must be neutral.> A neutral banner must be placed at the foot of the page with the 2 logos on each side and the body copy placed centrally.> For long horizontal supports, a neutral banner must be placed on the right of the page featuring the 2 logos only.• The Michelin Man (optional) can be used as long as it promotes MICHELIN products and/or services only.• The baseline “A better way forward” (optional) can be used together with the MICHELIN brand logo when the dealer’s baseline appears too. • MICHELIN advertising campaign must not be used. • The offer must explicitly link the 2 brands in the claim and in the body copy.• The message of the ad must be related to MICHELIN products or services and their benefi ts.

CO-COMMUNICATION - Case 2: Co-branded ad where MICHELIN and dealer brands are equal3.2








Recevez XXX€ en chèque cadeaupour tout achat de 2 pneus

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“MICHELIN Product Business Cards”


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Rebate for the purchase

of 2 MICHELIN tyres

24


4. The protection zone is not respected.5-6. The Michelin Man cannot be used in an ad signed by a dealer. The Michelin Man cannot replace the MICHELIN brand logo.7. This is not the MICHELIN brand logo. The dealer must use the full color logo and cannot modify it. The dealer’s logo must be bigger than MICHELIN brand logo.

The brand environment is the one of the dealer’s brand. The ad is signed by the dealer only and it can never be signed or co-signed by the MICHELIN brand.1-2-3. The use of the Michelin brand is subject to the following rules:• The visual identity rules must be respected (as per section 1):> The logo in full color, without baseline, can be used. The protection zone and background rules must be respected. On black & white ad, use the black monochrome version.> The MICHELIN brand logo’s minimum reproduction size is 30 mm wide for print and 85 px wide for screen.> The use of the “Product Business Cards” is recommended (See p.11).• The dealer’s brand logo must remain dominant.• The Michelin Man and the MICHELIN advertising campaign must not be used.• The message of the ad must be related to tires and, as far as possible, to MICHELIN products or services benefi ts.

CO-COMMUNICATION - Case 3: Dealer’s ad with MICHELIN as an invited brand3.3


25

This section on digital media concerns the use of MICHELIN brand and its associated

trademarks on all dealers’ digital supports such as websites, social media pages or

e-mailings. The same rules for other media supports such as print are applicable on

digital supports too.

DIGITAL4

Website Social media E-mailing

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26

Dealers can use MICHELIN brand logo and name as well as MICHELIN products and services names, logos and pictures on all their digital supports, in order to promote the sale of MICHELIN products and services.1-2-3-4. Dealer´s digital supports must not mislead to think that they have been issued by Michelin, and must respect the following rules:For the MICHELIN brand logo:• Use the full color logo, without baseline (See p.08).• Respect the logo protection zone and background rules (See p.09).• The dealer’s logo must remain dominant.• The MICHELIN brand logo’s minimum reproduction size is 30 mm wide for print and 85 px wide for screen.• The MICHELIN brand logo must be the same size as other brand logos next to it.• The MICHELIN brand must never be directly connected to one or more other brands belonging to third parties that could imply any affiliation or other legal tie between these brands. For the MICHELIN products and services visual identities and labels:• Respect MICHELIN trademarks branding rules (See p.11).• Use “Product Business Cards” (See p.11).

DIGITAL - MICHELIN branding on dealer’s digital supports4.1a






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27


1. The MICHELIN brand logo was modifi ed (stretched) and its protection zone, not respected. 2. Old MICHELIN brand logos must not be used.3-4. Dealers may not use MICHELIN brand reference colors (blue and yellow) or place the MICHELIN brand logo at the top of the page. 5. Dealers’ promotional e-mailings must not mislead to think that they are e-mailings sent by Michelin. 6. The use of MICHELIN branding elements on dealers´ e-mail signatures is not permitted.

DIGITAL - MICHELIN branding on dealer’s digital supports (cont.)4.1b



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28


4. The Michelin Man must not be used by dealers on their own digital supports. It cannot replace the MICHELIN brand logo.5. The dealer’s own banner must not mislead to think it is a MICHELIN brand ad. 6-7. The social Media profi le name and cover must not mislead to think it is a MICHELIN page.8. Dealers must not use the Michelin Man on artworks that were not created and signed by Michelin.

Dealers can insert MICHELIN brand ad banners in their website to promote the sale of MICHELIN products and services, as long as they remain advertising insertions. 1-2-3. The Michelin Man can only appear on a dealer’s digital support when featured in an advertising banner, created and signed by Michelin. Otherwise, dealers are not authorized to use the Michelin Man in their own digital communication materials.RememberA dealer’s digital support must not lead to think it is a MICHELIN support.

DIGITAL - MICHELIN brand ads and the Michelin Man on dealers’ digital supports4.2






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29


7. The MICHELIN brand ad must not be the main topic of the dealer’s digital support.8. Dealer’s own website must not look like it is a co-branded website. Any co-branded website project must be managed directly by the Michelin Marketing department of the country/zone.

Dealers can insert a co-branded ad or banner in their own digital supports respecting the same co-communication rules as for print.

The dealer’s digital support can feature one of the three cases of co-communication with the MICHELIN brand:1-2. Case 1: MICHELIN brand banner, created and signed by Michelin, with an invited dealer (See p.22).3-4. Case 2: Co-branded banner where MICHELIN and dealer brands are equal (See p.23).5-6. Case 3: Dealer’s website or banner with MICHELIN as an invited brand (See p.24).

Remember• To use the MICHELIN brand and its associated trademarks, the same rules as in Section 1 apply.• The co-communication banner must clearly state as an advertising banner inserted into the dealer’s digital support.

DIGITAL - Co-Communication on dealers’ digital supports4.3


Dealers & Co offers MICHELIN winter tires onlinewww.dealersandco.com

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MICHELINE tires and services www.tiresworld.comall purpose tires from MICHELINE and other brands...

MICHELIN has it allwww.alltires.comMICHELIN inovative tires for all vehicles...

We carry MICHELINwww.garage-joe.comYour one stop shop for brakes, oil change and all...

Buy cheap MICHELIN tireswww.discount-tires.comGuaranteed price promise to be Cheaper than anywhere...

3

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30


3. Dealers must not misspell MICHELIN name in the title and text. 4. Dealers must not title the ad beginning with the MICHELIN name since it misleads to think it is a MICHELIN brand ad.5. Dealers’ ad must not have content that is not related to MICHELIN products or services they offer.6. Dealers’ ad copy must not go against MICHELIN brand identity rules and values, with for example purely price-oriented promotions or MICHELIN products considered to be “cheap”.

Dealers can purchase and use the MICHELIN name and its associated trademarks as a search engine keyword to do their own advertising or to drive traffi c to their own website.1-2. The use of the MICHELIN name and its trademarks must respect the following rules:• The title structure “dealer’s name + text” must clearly state that it is a dealer ad and not a MICHELIN brand ad.• The MICHELIN name and its trademarks must always be spelled correctly: in the ad, in the title, in the text and in the hypertext link.• The hypertext link must respect the brand identity rules and values.• The content of the ad must refer to MICHELIN products or services.• When the MICHELIN brand appears among other brands, all brands must be treated equally.

DIGITAL - MICHELIN brand in Keywords search4.4

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31


5. Dealers must not use MICHELIN name and/or its products or services names in the URL of their own website.6. Dealers must not register a URL featuring the MICHELIN name and/or its products or services names to re-direct traffi c to their own website.7. The MICHELIN brand name is missing. The same rules as in Section 1 apply.8. Dealers may not download MICHELIN branding tools from search engines or unauthorized websites, but refer to a Michelin representative.

Rules for using MICHELIN brand on digital supports include:1. URL registration Only Michelin can purchase and use the MICHELIN name or trademarks, or a combined name with them, in a URL.2. Link to a MICHELIN websiteDealers can create a link to a MICHELIN website from their own website to promote the MICHELIN products and services they sell.3. Selling on online marketplacesIf dealers sell MICHELIN products or services on online marketplaces, they must always respect the MICHELIN visual identity rules and values.4. Downloading branding tools from the webDealers may refer to a Michelin representative and use only the available MICHELIN branding materials (logos, co-communication templates, MICHELIN ads, etc.) to advertise and promote MICHELIN products or services. They may not download branding tools from unauthorized websites to avoid misusages or illegal uses.

DIGITAL - Other digital rules4.5


Michelin - Communication and Brands Group Department

Michelin23, place des Carmes-Déchaux63040 Clermont-Ferrand Cedex 9 - Francewww.michelin.com

Design and Production: Carré Noir

Document reference: MICHELIN brand usage by dealers ManualAuthor: DGCMConfidential: D3Published: March 2013Retention: WA+3

Reference: REF_1221_DGCM “Printed copies of this document are not controlled”

DGCM/IM March 2013

brand usage - michelin b2b portal login usage by dealers manual. summary 03 ... never refer to...

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