Branding is the mechanism whereby a business/person aligns itself with a service or product from which it perceives benefit and value. In using the RMI branding in your business there is a two-fold purpose in that members align themselves with the RMI and the Code of Conduct, and in turn the RMI encourages through their media interface, peace of mind to consumers in dealing with businesses who are RMI members. The RMI brand has become more visible in recent years through its interaction in many business spheres, but most importantly through its media interface with consumers in both radio and newspaper advertising campaigns. Consumers are being made aware of the value in dealing with businesses aligned with an organisation, who also has their interests in mind.
The RMI logo • The RMI logo is the corporate identity of the Retail Motor Industry Organisation. • The RMI logo is a registered trade mark. • It is fixed in its symbol and lettering. • It is fixed in colour. • The lettering font is Arial Bold • Logo can be used in black for purposes of fax messaging.
Area of isolation
In order to ensure good legibility across all applications, it is important to maintain a clear area around the logo at all times. This will keep typography, graphics and images from interfering with the visual prominence of the logo. The area of isolation is measured by using the height of the ‘M’ as the key measure that forms the basis for applied proportions at any size.
RMI Logo in partnership with other logos
When the RMI partners with another or other organisations on a particular project the RMI Logo should be centered and appear above the other logos. The other logos must be placed next to each other, with M spacing between each, and in alphabetical order. The RMI logo should be slightly larger in size with M space between it and the logos below.

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