BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY DESIGN PRINCIPLES ANDTYPESETTING Headlines: Headline and subheadline form a single entity. The headline is preferably creative while the subheadline descriptively features the name of the product or offer inquestion. The use of a subheadline isoptional. The positioning of the headline and subheadline is verticallyvariable. The entity can be positioned flush left or flushright. The preferred position of headline / subheadline is at the top left-hand format edge. The existing version with body copy and priority label is omitted in above-the-line communication. The legal disclaimer appears at the bottom edge of the visual asfar as possible. Text hierarchy 1 =orange Text hierarchy 2 =yellow Balanced proportions between headline / subheadline and other visualelements. Textblockcanbeshiftedflexibly. The recommended positioning is at the top left within the visualarea. Minimumspacingtotheformatedgesistobeobserved. JULY 2017 PAGE30