BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY PRINT LAYOUTS -WHITESPACE If a dealership address or price communication appears, the layout must contain a white space. The relative proportions of visual to white space are variable, but the two elements are never of equal size: the purpose of this is to ensure a dynamic layout. The minimum share of white space is 20% and the minimum share of visual is 40%. The headline and subheadline always appear in the visual area. Landscape or square formats can also be subdivided vertically. JULY 2017 PAGE34