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Design Manual

The logo is the most important element of a company’s visual appearance. The development of our logo and brand identity is particularly impressive in how much it reflects the spirit of the times and brand awareness. In order to continue to take into account our increasing global recognition and our success, it is important that our design elements all come from a single source. Therefore, on the following pages we have set out some guidelines for the correct, generally applicable use of our logo. Although this manual cannot cover all situations where our logo is used, it illustrates the basic principles and ideas. 

Logo
Logo

The logo is the most important element of a company’s visual appearance. 

Color
Color

The blue, red and white logo is LIQUI MOLY‘s trademark and has a high recognition value.

Typography
Typography

LIQUI MOLY’s corporate typeface is called DIN Pro.

Imagery
Imagery

The high quality standards we apply to our products are applied to our imagery too.

Mediacenter
Mediacenter

Here you will find all approved and implemented logos, images, advertising material and much more about our LIQUI MOLY world.

Logo

Full-color logo (Standard)

In general, the full-colour version is preferable to the black & white version. he shape and colors are firmly set and must not be changed. Our trademark should be placed on all colors from the brand spectrum, as well as on all photos. Likewise, it is permitted to use the lettering with a bleed-off edge as long as legibility is not impaired. Our latest logo is registered under international trademark law and may only be used as described on the following pages.

 

Logo (PNG)   Logo (PDF)

 

Standard logos

All logos

Protected zone
No elements may be placed in the protected area X.

White outline
If the background is not white, the logo needs to have a white outline.

Black-and-white logo
These variants are only used for black & white printing.

File formats
The logos are available as vector graphics (EPS and PDF) for professional print products. This format is suitable for easy scaling to any required size. For use in office applications JPEG or PNG (transparency) format.

Logo with slogan

More language versions

Our logo with slogan is available for download in many other languages in the LIQUI MOLY Media Centre. Go to Pixx.io collection:

 

Logo with Slogan (PNG)   Logo with Slogan Horizontal (PNG)

 

Logo with international slogan

German language version
Full-color LIQUI MOLY logo with slogan on the right. Logo on light backgroud.

English language version
Full-color LIQUI MOLY logo with slogan on the right. Logo on light backgroud.

Italian language version
Full-color LIQUI MOLY logo with slogan below. Logo on dark backgroud with white font with logo outline.

Greek language version
Full-color LIQUI MOLY logo with slogan below. Logo on dark backgroud with white font with logo outline.

Examples of logo missuse

Color

Our company colors

The blue, red and white logo is LIQUI MOLY‘s trademark and has a high recognition value. The main colors have been defined for all print and web applications. There are separate color schemes for special product areas, which are explained on the following pages.

LIQUI MOLY blue
Application: Logo, areas, text

CMYK: 100/70
RGB: 0/81/158
HEX: #00519e
RAL: 5002, Ultramarinblau
Pantone: 286 C
HKS: 43

LIQUI MOLY red
Application: Logo, areas

CMYK: 0/100/100/0
RGB: 226/0/26
HEX: #e2001a
RAL: 3020, Verkehrsrot
Pantone: 185 C
HKS: 13

White
Application: Logo, areas

CMYK: 0/0/0/0
RGB: 255/255/255
HEX: #ffffff
RAL: 9010

Black
Application: Text, areas

CMYK: 0/0/0/100
RGB: 0/0/0
HEX: #000000
RAL: 8022
Pantone: Black C
HKS: 88

Typography

Corporate typeface

LIQUI MOLY’s corporate typeface is called DIN Pro. Its typographical orientation is striking, straightforward and serious – suitable for all areas of application. Our corporate font supports the diverse cha- racter of our brand with its different font styles (regular, medium, bold, etc.) and characters (accents, special characters, etc.). DIN Pro is subject to a fee and a license. Therefore, in various documents (correspondence, etc.) as well as in online applications (e.g. website), standard fonts similar to the DIN Pro look (e.g. Calibri) can be used if necessary.

Guidelines writing (focus national)

LIQUI MOLY or Liqui Moly? Special rim cleaner or Special-rim cleaner? It is often not so easy to use consistent spellings. But in addition to the stringent visual appearance, these are an important component in conveying homogeneity, authenticity and professionalism in communi- cation. Text characterizes the identity and image of our company. Our language will only be coherent if we maintain a common, customer- oriented style on advertising materials and websites, as well as in letters and e-mails. So make sure that your correspondence is as clear, comprehensible and friendly as possible. This overview offers you a few building blocks, rules and tools for handling our language - so that as a brand and as a team we speak with one voice.

Spelling company nameLIQUI MOLY
Address coordinatesThe following spelling rules according to DIN 5008 are decisive for the uniform spelling of our address elements:
  • The area code is separated from the rest of the telephone number by a space.
  • The extension number is appended to the system number with a hyphen.
  • For Germany, the area code is preceded by +49. The 0 of the area code is omitted.
  • The spelling for cell phone and fax numbers is identical to that for telephone numbers.
 

Address block spelling

(International)

LIQUI MOLY GmbH
Jerg-Wieland-Straße 4
89081 Ulm
GERMANY
Phone: +49 731 1420-0
Fax: +49 731 1420-75
E-Mail: info@liqui-moly.com
www.liqui-moly.com

Product namesThe spelling of our product names is basically based on the product name in our PIM (Akeneo). Examples:
  • Cera Tec (wrong: CERATEC, CERA TEC, CeraTec, Cera tec)
  • Top Tec ... (wrong: TOPTEC, TOP TEC, TopTec, Top tec)
  • GUNTEC ... (wrong: GUN TEC, GunTec, Gun Tec, Gun tec)
Note: It is imperative to ensure that the product designation is always used in full, analogous to the PIM. in the same way as the PIM. (Example: Top Tec 6100 0W-30 = correct, Top Tec 6100 = wrong)

 

Designation of origin "Made in Germany"

Motor oils & additives

With the production of motor oils and additives in Ulm and Saarlouis respectively, LIQUI MOLY ensures that these items meet the strict guidelines for production in Germany. The logo can be used to complement the registered LIQUI MOLY figurative mark (see left). 

How to write

It should always be written in all caps when used as a slogan element.
• MOTOR OILS & ADDITIVES MADE IN GERMANY

For editorial use, always write it in mixed case
• Motor oils and additives made in Germany

 

All logos

English language version
Full-color LIQUI MOLY logo with slogan below. Logo on light backgroud.

English language version
Full-color LIQUI MOLY logo with slogan on the right. Logo on light backgroud.

German language version
Full-color LIQUI MOLY logo with slogan below. Logo on dark backgroud with white font with logo outline.

German language version
Full-color LIQUI MOLY logo with slogan on the right. Logo on dark backgroud with white font with logo outline.

These variants are no longer allowed to be used

Imagery

Our imagery

The high quality standards we apply to our products are applied to our imagery too. Photography and photo-realistic renderings are underlined by a clean look. At the same time, the imagery should always appear authentic, human and friendly.

By playing with focus, it is possible to tailor our visual language to be more dynamic and modern.

Our visual style is clear and uncluttered. Practical applications for the product are always presented through cleanly composed images.

Images should be selected for suitability in the area of use, with our logo visibly present.

Pictures with employees are more convincing compared to stock material. Please use realistic scenes.

Mediacenter

The Mediacenter

You can reach our mediacenter using this link: mediacenter.liqui-moly.com Here you will find all approved and implemented logos, images, advertising material and much more about our LIQUI MOLY world. The online platform provides


support via guidelines and information about our brand, is reachable worldwide and makes it easier for you to work within our corporate design.

To use our media center, a one-time registration is required in advance.

Registration

The design manual for browsing

Downloads


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Canada
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