4.2

Q8Oils

Q8Oils

This section of the manual provides the guidelines for the design of communications wherever Q8Oils is the sole sender, without the support of the master brand.
Note: That the master brand is never used as co-brand where the sub-brand is the Principal Sender.


Q8Oils on the Swedish market

Q8Oils is a high-quality premium brand which our customers are happy to pay more for. In Sweden, OKQ8 has a negative impact on Q8Oils, since OKQ8 is perceived to be of lower quality in the lubrication segment.* For that reason, to realise the full potential of Q8Oils, we must promote the brand and enable it to stand as a brand in its own right, without constant linking to the master brand, OKQ8.

 

Q8Oils on the Danish market                         

In Denmark, we are not facing the same challenges with the association between the master brand and Q8Oils, as Q8Oils is normally communicated through Q8. Wherever we mention Q8Oils’ products more specifically, for example in publications or product sheets, Q8Oils is its own sender.

*Discovery – April 2018: Market analysis in which a comprehensive analysis of the market, competitors and customers/target groups was carried out.

 

Adverts

Main principle of layout

Adverts in which Q8Oils is the Principal Sender may have a photographic or single-colour background. 

The text is written directly on the image, but ensure that the text can be read against the background.

Splash can be used to emphasise the particular offers or Call to Action. For Q8Oils, the splash is circular and is either Q8 Blue (RGB 255/198/30 CMYK 0/30/94/0) or Q8 Yellow (RGB 32/65/154 CMYK 100/89/0/0).

Logo versions and positioning

As far as possible, the positive version of Q8Oils’ logo will be used. The negative logo should be used on Q8 Blue or other dark colours or images.

The logo is positioned either in the lower right corner or the upper right corner.

Banners

Main principle of layout

Banners in which Q8Oils is the Principal Sender are laid out in the same way as adverts with a coloured background or image.

The text is written directly on the image, but ensure that the text can be read against the background.

Splash can be used to emphasise the particular offers or Call to Action. For Q8Oils, the splash is circular and is either Q8 Blue (RGB 255/198/30 CMYK 0/30/94/0) or Q8 Yellow (RGB 32/65/154 CMYK 100/89/0/0).

The message must be kept brief:

  • Main heading
  • Lead and/or CTA button. If the format is very small, consider using the CTA button only.

 

Logo versions and positioning

As far as possible, the positive version of Q8Oils’ logo will be used, but the negative version can be used on a coloured background or image.

The logo is positioned in the lower right corner.

Social Media

The master brand is the Principal Sender on social media, since it is the owner of the channel. However, the content of the communication will be accompanied by Q8Oils& logo and will be designed in compliance with Q8Oils& graphics identity.

Newsletter

In digital channels, such as newsletters or emails, the master brand will be positioned in the upper left corner. With co-branding, the sub-brand will be positioned in the upper left corner.

Note that this type of communication, with the exception of Q8Oils’ in Sweden, will generally have the master brand as the Principal Sender and will, therefore, comply with the master brand’s graphics guidelines.

Website

Q8Oils is communicated on OKQ8.se and Q8.dk within the framework for our master brands. The pages follow the master brand’s graphics style.

To promote Q8Oils as a brand, we are focusing on promoting the brand in text and images. Adding any other brand in page headers as Co-Sender is not permitted, nor is changing the layout in any other way which goes outside the guidelines for the use of the master brand’s graphics identity.

Contact info

Any questions regarding the brand book content, please contact Corporate Brand Manager.