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Moss Motors Style Guide

Along with our quality products and services, our brand is our most valuable asset. This style guide establishes the rules and guidelines to maintain a consistent identity system to be used throughout all marketing. A well managed visual identity is an important part of strengthening Moss Motors as a brand and will help reach the broader goals of strengthening our reputation and prominence. It also helps our audience to easily identify Moss Motors and feel confident in their decision to purchase from us. This style guide has been carefully crafted to ensure we are properly and authentically representing Moss Motors through all of our collateral to promote brand continuity. Through use of examples, this guide lays the groundwork for future design work for Moss Motors so that all marketing maintains a consistent aesthetic.

Moss Classic Jaguar Logo

The Moss Classic Jaguar logo incorporates the Moss Block as its focal element, with the addition of Classic Jaguar branding. There are vretical and horizontal versions of the logo, as shown in "Logo Variations" below, for different display purposes.


This logotype was created using a custom typeface. It has been converted to outlines, so you do not need this font for reproduction.

Logo Sizing & Ratio

When adjusting the size of the logo, make sure it is sized proportionally.

Clear Space

Clear space maintains the Moss Block’s integrity. If the minimum clear space is not applied, the logo’s impact is compromised. The clear space is determined by the width of the “M” in the Moss Block. Do not allow any graphic elements, such as copy, images, or background patterns, to infringe upon this area.

Minimum Acceptable Size

The Moss Block must always be legible and appear crisp in print, with sharp edges and a high resolution. It is important to consider the limitations of various media when sizing the Moss Block. The minimum acceptable size is 0.5 inches, 3 picas, or 12.7 millimeters in height.

Logo Integrity

In order to preserve consistency with our identity, never attempt to recreate or change the logo.

The proportions and position of the block to the logotype should never be altered. Do not skew, stretch, rotate, or violate clear space.

Logo Variations

Depending on the use case, we have some acceptable variations of the Moss logo.

Moss Classic Jaguar 4C

CMYK 100 70 0 15

CMYK 0 0 0 0 [Paper]

This is the primary Moss Classic Jaguar logo to be used in most print applications, such as catalogs, flyers, and instructions.

Moss Classic Jaguar 4C White

CMYK 100 70 0 15

CMYK 0 0 0 0

This variation of the Moss Classic Jaguar logo uses white lettering for use on dark backgrounds.

Moss Classic Jaguar RGB

RGB 0 78 150 [#004E95]

RGB 255 255 255 [#FFFFFF]

This logo is used in digital applications only, such as webpages, social media, and video.

Moss Classic Jaguar Black

CMYK 0 0 0 0 [Paper]

CMYK 0 0 0 100 [Black]

This logo is used in print applications which will be printed in black and white or grayscale, such as catalogs, dealer price lists and specific magazine or event program ads.

Moss Classic Jaguar 4C Blue 

CMYK 100 70 0 15

CMYK 0 0 0 0 [Paper]

This all-blue version of the Moss Classic Jaguar logo is used when colors are limited, or for stylistic preference.

Web Colors (RGB)

These are the primary and secondary RGB colors used as part of the Moss Motors branding and website.








Good Status


Bad Status

Print Colors (CMYK)

These are the main CMYK colors used for Moss Motors printed materials.

100 70 0 15

Moss Blue

0 0 0 100


5 100 90 10

Featured Product Red

100 20 100 10

Interior Green

100 20 0 40

Exterior Teal

42.7 32.2 30.6 42.4

Wheels Grey

35 91 71 30

Performance Maroon

0 3 100 50

Accessories Yellow


These are the primary and secondary fonts used for Moss Motors, for web and print applications.


Primary font for online use. This includes the website and all email communications. A simple, clean font which comes in a limited variety of weights.

Helvetica Neue

Primary font for print use. Helvetica Neue rides the line between classic and modern, conservative and edgy, or even elegant and relaxed. Depending upon the design elements you include around it, it can be any or all of those things. Because of this, it’s a perfect fit for the Moss Motors brand. Many variations and weights make it highly versatile.

Garamond Premier Pro

Secondary font for print use, mainly used for body copy in Moss publications. Garamond Premier Pro was designed by Robert Slimbach on the model of the roman types of Claude Garamond and the italic types of Robert Granjon; it represents a reworking and expansion of the earlier Garamond Pro.