BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY USAGE CORRECT INCORRECT Identity Modules used with correct spacing. BMW No Identity Modulesused fontused. (incorrect Roundel 3 Advertising Guidelineviolation). Headline and subheadline appear in the visual area. Distressed message (Advertising Headline capitalized. Guidelineviolation). 85% black or 100% white font. Non-BMWfont. All copy is flushed to one side. Legal Incorrect use of black copy at bottom of page. background and whitefont. Relative proportion of visual to white space is correct. JULY 2017 PAGE36