BMWADVERTISINGGUIDELINESBMWiCORPORATEIDENTITY DESIGN PRINCIPALS AND TYPESETTING The text block always consists of a headline, the BMW i symbol and an optionalsubheadline. The positioning of the text block can be varied vertically, though the preferred position is the top left corner. The unit can be aligned to the left or the right, though the BMW i symbol is always positioned to the left ofthe subheadline. Legal disclaimer Must appear at the bottom edge of the visual as far as possible. Text hierarchy 1 =orange Text hierarchy 2 =yellow The BMW i symbol is 4 x in height and has a distance of 2 x to the headline and 1 x to thesubheadline. Balanced relationship between the text block and the other image elementsis mandatory. Minimum distances to the edges of the format are to be adhered to. Communication rules: The product / offer name has to be communicated in either the headline or the subheadline. Communication headline: A creatively formulated message is preferred here. Communication subheadline: Descriptive communication of the respective product or offer name or use of the communication claim