Innovation

that excites

SHIFT_

NISSAN BRAND

CREATIVE
EXPRESSION
 16
LOOK
& FEEL

5
BRAND
COMMUNICATION

28
CADENCE

CONTENTS 10
TONE &
MANNER
SHOWCASE

Introduction .................................................................... 3
Brand Communication Cadence ........................... 5
Brand Statement ..................................................... 7
Tagline ......................................................................... 8
Creative Expression .................................................... 9
Tone & Manner ...................................................... 10
Creative Platform ..................................................13
Look & Feel ............................................................ 16
Ad Elements ...................................................... 17
The Nissan Tablet ........................................... 18
Background Color .......................................... 20
The Visual Solution ......................................... 21

34
Our Copy .............................................................23

13
Our Talent ...........................................................24
Music & Sound ................................................. 26
Showcase .................................................................... 28
VI GUIDELINES
T V Adver tising ................................................. 29
Out of Home Ads ............................................ 30 CREATIVE
Print Adver tising .............................................. 31 PLATFORM
Brochure Covers .............................................32

VI Guidelines ................................................................34
Nissan Key Download Links ................................ 35
ONE
LOOK.
FEEL.
VOICE.
This guide is an overview of Nissan’s brand communications and
should inspire and inform everything we do for the brand.

HOW TO USE: WHO SHOULD USE: WHERE TO APPLY:

Read it, learn it, feel it. Use this Everyone associated with the Every single customer touchpoint
guide as a ‘filter’ to ensure that our brand communications, including across the globe. Every TV spot,
brand is being reflected through marketing departments and every print ad, every color we choose,
a consistent ‘voice’, regardless of creative agencies. every single design idea we breathe
differences in markets, cultures, life into should be inhabited by the
languages and products. spirit of our brand.

INTRODUCTION
NISSAN

BRAND COMMUNICATION CADENCE

The evolutionar y flow from brand promise to creative solutions.
BRAND
COMMUNICATION
CADENCE
This is our cadence. It shows the evolutionary flow of how
we progress from our brand promise to our creative solutions.
Click each section of the Communication Cadence below to link to deeper content.

BRAND TONE & CREATIVE LOOK & FEEL

PROMISE TAGLINE MANNER PLATFORM The kind of imagery
What we stand for in the Our brand signature Our personality, The formula for telling and language that
eyes of the customer character and behavior our story express our brand CREATIVE
Innovation and Innovation that excites. Simple. Innovation is more than Clean. CAMPAIGNS
Excitement for Humanize. a feature, it is how it Iconic.
Everyone. Energize. makes you feel. It Engaging.
Wink. makes your life better. Nissan Colors.

Generational 5 ~ 10 years 3 ~ 5 years 3 ~ 5 years 3 ~ 5 years

BRAND COMMUNICATION CADENCE

NISSAN

BRAND PROMISE
What we stand for in the eyes of the customer.

TAGLINE
Our brand signature.
BRAND PROMISE

INNOVATION AND INNOVATION

IS WHAT WE DO

EXCITEMENT
A human-centric focus to make the
exciting practical and the practical exciting.

FOR EVERYONE EXCITEMENT

IS THE CUSTOMER’S EXPERIENCE
“My Nissan energizes my everyday
– puts a smile on my face and pride in my heart.”

BRAND PROMISE
TAGLINE
Innovation that excites
Our tagline is the external communication of our internal brand promise, Innovation and Excitement for
Everyone. It is our way of telling consumers around the world that Nissan delivers an experience that goes
beyond just transportation or technology. Innovation that excites means that driving a Nissan makes life
better, with innovation that adds excitement, delight or simply a smarter way of doing things.
 NISSAN

CREATIVE EXPRESSION
How we present our brand to the world.
 TONE & MANNER
Simple, Humanize, Energize and Wink are the four we diminish the impact of our brand communications. It takes
elements that together make up our brand personality. If all four of them to make our brand look true and whole.
even one of these elements is missing from a creative idea,

SIMPLE HUMANIZE
Keep communications clear Communications should have
– not cluttered, verbose a warm, human touch
or overproduced

ENERGIZE WINK
Keep portrayals Make people smile
confident and stimulating as they see their routines differently

S I M P L E H U M A N I Z E E N E R G I Z E W I N K

CREATIVE EXPRESSION: TONE & MANNER

 Intelligent Honest

SIMPLE HUMANIZE

Cluttered Clear Detached Connected

Simplistic Superficial

Confident Clever OUR

CREATIVE SPACE
All creative work should live in the upper right quadrants.
ENERGIZE WINK Use these graphs to define the parameters of our tone
and manner. And use them as a reference whenever you
evaluate creative work.

Adrenaline Stimulating Comic Book Real Life

Boastful Silly

CREATIVE EXPRESSION: TONE & MANNER

 NISSAN

CREATIVE PLATFORM
The formula for telling our story.
OUR
CREATIVE
PLATFORM
Our creative platform is a formula for telling our brand story consistently
across products, technologies and markets. It starts with a core creative
idea that inspires an ongoing story line. Just as important as the story itself
is the way we tell it. All our creative executions contain a set of essential
elements that are crafted and expressed within the defined tone and manner.
And when we all use and follow our creative platform, the end result is
one look and feel for our brand.

CREATIVE PL ATFORM
 Innovation is more than a feature, it’s the way
THE CORE CREATIVE IDEA
it makes you feel. It makes your life better.

How Nissan delivers purposeful

THE STORY LINE innovations that excite our customers.

Simple demonstrations of how Nissan’s

human-centric innovation delivers
THE WAY WE TELL IT
exciting benefits that emotionally
engage and surprise our customers.

Simple demonstration of purposeful innovation.

THE ESSENTIAL ELEMENTS The resulting human benefit.
OF OUR STORY Emotional engagement with the audience (our wink).
A tagline expressing Innovation that excites.

ONE LOOK & FEEL Clean. Iconic. Engaging. Nissan Colors.

CREATIVE PL ATFORM
NISSAN

LOOK & FEEL

The kind of imagery and language that expresses our brand.
ONE
WHAT DOES IT ACHIEVE?
Optimizes Nissan Brand recognition.
LOOK .
F EE L .
VOICE.
Increases consistency across all Nissan communications.
Ensures more impact and further differentiation from our competitors.
Injects excitement, modernity and freshness.

LOOK & FEEL