DESIGN MANUAL

ON THE IDEAL VISUAL PATH TO SUCCESS.

Clear design. Strong brand. Consistent appearance. Our appearance is high-quality and unmistakable - just like our products. Here we show you how LIQUI MOLY becomes visible worldwide: bold, impressive and unique.

OUR LOGO.

Our logo is our strongest visual element. It stands for quality, competence and success. Clear design rules apply to ensure that it has a uniform appearance worldwide.

The full-color version has priority over black and white. Shape and colors are fixed - changes are not permitted.

Our logo may be placed on all brand colors and photos. Positioning off the edge is possible as long as legibility is maintained.

Our logo is internationally protected and may only be used in accordance with the following specifications.

OUR CLAIM.

"FOR THE DRIVERS" is more than just a claim - in the field of tension between rationality and emotionality, it gets to the heart of our mission statement. We understand the needs of drivers and offer them products with high benefits and added value.

What sets us apart? Safety, reliability, performance, durability and value retention on the rational side - relaxation, pride, goosebump moments and a good feeling on the emotional side.

When drivers enjoy what they do using our products, we fulfill our mission.

Logo spacing & sizes

In the horizontal version, the distance between the logo and the descriptor is always 2 X, where X is the vertical line in the letter "L" of the logo.

In the vertical variant, a distance of 1.5 X applies between the logo and the claim or descriptor.

It is measured from the bottom edge of the logo to the top edge of the font. In the German version up to the umlaut dots in "MOTORÖLE", in the English version up to the upper edge of "MOTOR OILS". This rule applies to all language variants and writing systems - including Cyrillic and Thai.

The shape and colors of the logo are binding and may not be changed.

OUR RACING STRIPE.

Our racing stripe is a central design element that visually emphasizes our origins in motorsport. It can serve as a carrier for the logo or be used as an independent design element - always dynamic, always typical of the brand.

Horizontal variant

In the horizontal version, the racing stripe consists of a blue stripe at the top, a red stripe at the bottom and a white central stripe. The size ratio to the logo is defined as follows:

Top edge of blue stripe = top edge of "LIQUI"

Lower edge of red stripe = "MOLY" font line

The white dividing line and the logo outline are each ½ X wide, where X is the width of the letter "L" in the logo.

Logo placement
Only at fixed anchor points: left, centered or right. Intermediate or free placements are to be avoided.

Vertical variant

The vertical version is a 90° rotation of the horizontal one. The proportions remain identical - even without the logo.

Blue stripe always on the left, red stripe always on the right. Reversing the color sequence is not permitted.

The same applies here: the white center stripe retains its width - regardless of whether the logo is used or not. This ensures visual consistency across all formats.

Design element without logo

The racing stripe can also be used without a logo.

In this case, it can be used larger and more freely - depending on the layout and application.

Important: The stripe is only used horizontally or vertically. Slanted, perspective or round applications are not permitted.

OUR COLORS.

Our colors are our statement: Blue and red stand for the brand - recognizable and unmistakable. White creates space and clarity, black ensures legibility and emphasis.

LIQUI MOLY-Blue

Application: logo, surfaces, text

CMYK: 100 / 70
RGB: 0 / 81 / 158
HEX: #00519E
Pantone: 286 C
HKS: 43

LIQUI MOLY-Red

Application: logo, surfaces

CMYK: 0 / 100 / 100 / 0
RGB: 226 / 0 / 26
HEX: #E2001A
Pantone: 185 C
HKS: 13

White

Application: logo, surfaces

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

Black

Application: text, surfaces

CMYK: 0 / 0 / 0 / 100
RGB: 0 / 0 / 0
HEX: #0B1215
Pantone: Black C
HKS: 88

OUR WRITING

DIN Pro is our house font - clear, functional and precise.

With its technical origins and German DNA, it stands for legibility, timelessness and maximum recognition - from the highway sign to the brand identity.

Font hierarchy

Use	Cut	Set
Headline	Black	VERSAL
Subline	Bold	VERSAL
Body text	Regular	mixed
Small print	Light/Regular	mixed

Running width/distances

Depending on their size, headlines and sublines have a slightly negative spacing (-10 to -20) and narrow line spacing (90 - 100 %).

Body text has a neutral spacing of 0 and generous line spacing for better readability (130 - 150 %).

Adjust the spacing according to the format to maintain the visual balance. Optical spacing is used for font sizes above 15 pt. and metric spacing below.

OUR VISUAL LANGUAGE.

Bright, overexposed images with a high proportion of white and a reduced level of detail. The sky appears white, which creates calm and clarity. Red and blue set accents. Cut-outs and full-format scenes complement each other to create a modern, minimalist brand image.

OUR DESIGN.

The combination of all these elements and considerations results in a clear, universally applicable communication design.

OUR MEDIACENTER.

Everything about LIQUI MOLY: logos, images, advertising material and much more.

The online platform supports you with guidelines and information about our brand, is accessible 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.

To the media center

LIQUI MOLY Logo PDF LIQUI MOLY Design Manual PDF