BMWADVERTISINGGUIDELINESBMWiCORPORATEIDENTITY OVERVIEW ANDSUMMARY BMW istands for visionary vehicles and mobility services, inspiring design and a new premium understanding, which draws more strongly on the idea of sustainability. BMW iaims to penetrate new target groups, develop innovative mobility products and services and continue to position the BMW brand with greater emphasis as an innovative, sustainable brand. BMW igenerally follows the BMW design principles -with precisely defined differentiation features. BMW iis also given its own wordmark and symbol, its own typographical characteristics and a striking, emotional visualstyle. The BMW isymbol is placed in thesubheadline. Headlines appear in uppercase BMW Type Global Pro Light, giving the layout a sense oflightness. The headline size is derived from the size of the Identity Modules. The visual style creates a future-oriented lifestyle impression and consists of a colorspectrumderiving from the colors orange (human, organic) and blue (electric,technological). JULY 2017 PAGE45