This document outlines the packaging guidelines for Mazda Genuine Accessories, ensuring consistency in branding and presentation across various product types. It serves as a practical guide for suppliers to adhere to Mazda's brand philosophy and identification standards.
Function Description:
The primary function of this document is to standardize the packaging of Mazda Genuine Accessories. It provides comprehensive guidelines for the use of Mazda logos, specified typefaces, and color palettes on all accessory packaging materials. The goal is to maintain a consistent corporate image and ensure that all packaging reflects the high standards of the Mazda brand, from ads to promotional materials and parts and accessories packaging. This consistency is crucial for enhancing the success of the common business between Mazda and its suppliers. The guidelines cover various packaging applications, including cartons, poly-bags with header cards, clamshells, and tubes, ensuring uniformity regardless of the container type or size.
Important Technical Specifications:
Logo Usage and Colors:
- Logotype: There is one specific "Mazda" logotype used for all Mazda accessories and packaging products, which combines the logotype with the brand symbol.
- Clear Space: A "neutral zone" must be maintained around the Mazda logo for maximum impact and clarity. No other graphic elements, typography, pictures, or borders may appear or intrude within this space. The clear space around the brand symbol must equal 1/6" or more of its width in all directions.
- Modification Restriction: No element of the logo, including its size relationship with the brand symbol or the distance between them, may be modified in any way.
- Brand Symbol Colors (4-color & 5-Color use):
- Symbol Silver: PMS 877C
- Mazda Blue: PMS PROCESS BLUE (C100% + M30%)
- Symbol Gray: PMS COOL GRAY 7C (C22% + M15% + Y11% + K22%)
- Black
- White
- 2-Color Restriction: When only two inks are available, the specified colors are Black and PMS Process Blue. K50% is also listed as an option, along with White. Metallic ink on uncoated paper is not recommended.
Fonts:
- Frutiger Font Family: The Frutiger font family is designated as the basic font to unify Mazda accessories and packaging. This includes:
- Frutiger 55 Roman: ABCDEFGHIJKLMNOPQRSTUWXYZ &?%abcdefghijklmnopqrstuvwxyz 1234567890
- Frutiger 65 Bold: ABCDEFGHIJKLMNOPQRSTUWXYZ &?%abcdefghijklmnopqrstuvwxyz 1234567890
- Frutiger 75 Black: ABCDEFGHIJKLMNOPQRSTUWXYZ &?%abcdefghijklmnopqrstuvwxyz 1234567890
- Frutiger 47 Light Condensed: ABCDEFGHIJKLMNOPQRSTUWXYZ &?%abcdefghijklmnopqrstuvwxyz 1234567890
- Frutiger 67 Bold Condensed: ABCDEFGHIJKLMNOPQRSTUWXYZ &?%abcdefghijklmnopqrstuvwxyz 1234567890
- Frutiger 66 Bold Italic: ABCDEFGHIJKLMNOPQRSTUWXYZ &?%abcdefghijklmnopqrstuvwxyz 1234567890
Part Label:
- Dimensions: 4" x 2"
- Content: Must include Mazda Genuine Accessories logo, PART NUMBER (e.g., 0000 8T MS1), DESCRIPTION (e.g., Rear Bumper Step Plate), QUANTITY (e.g., 1), and APPLICATION (e.g., CX-7).
- Barcode: Code 39 (ISO/IEC 15388) bar codes with Mod 43 check digits are required.
Usage Features:
General Packaging Principles:
- Photography: A 4-color photo of the product is preferred for all accessories packaging. This can be printed directly or affixed as a sticker.
- 2-Color Restriction: If 2-color ink restrictions apply, PMS Process Blue and Black must always be used.
- Background: Carton boxes, tubes, header cards for bags, and clamshells should always have a clean, white background.
- Logo Printing: The Mazda Genuine Accessories logo should be printed in Mazda blue and black.
- Essential Elements: All packaging must include the Mazda Genuine Accessories logo, a product label with proper information, and a marked area for the warehouse picking label sticker.
- Consistency: Design elements such as product photography, solid or gradiated color areas, fonts, and logos must maintain the same ratio and balance across all packaging types.
Carton/Box Specifications:
- Front:
- Mazda logo prints in Mazda blue and black, flush right above the product name.
- Product name dominates the white area.
- Photo, gradient, or solid area and white area are divided by a 1/4" black band that bleeds left/right.
- If 2-color only, the band should be 100% PMS Process Blue.
- Bulleted, descriptive text is flush left within the upper-left side, clearly legible, and knocks out of the image if needed.
- 4C Process + PMS 877C: Two-thirds ratio of 4-c product photo or gradient, and one-third clean white space with a 60% soft gradient of PMS 877C (or 4-c substitute) from the bottom-left, blending to 0%.
- 2-Color Only: Two-thirds area is 100% solid black, and the band is 100% PMS Process Blue.
- Sides:
- Two-thirds ratio of 4-c photo, and one-third clean white space at the bottom.
- Product photo uses a 20% screen tint overprinting a 100% black area (1/4" shorter than product photo).
- The 1/4" dividing band is PMS 877C (or PMS Process Blue for 2-color).
- Only one side indicates tics and instructions for label placement.
- Back:
- Entire product photo bleeds all 4 sides.
- Bulleted, descriptive text is flush left within the left side of the image, clearly legible, and knocks out of the image.
- Top:
- Entire product photo bleeds all 4 sides.
- A gradient overprint of PMS 877C mutes the image to show main color tones as silver.
- Bottom:
- Entire area prints 100% PMS 877C, bleeding all 4 sides.
- Front:
- Mazda logo prints in Mazda blue and black, flush right above the product name.
- Product name dominates the white area.
- Photo, gradient, or solid and white area divided by a 1/4" black band bleeding left/right.
- If 2-color only, the band is 100% PMS Process Blue.
- Bulleted, descriptive text is flush left within the upper-left side, clearly legible, and knocks out of the image if needed.
- 4C Process + PMS 877C: Two-thirds ratio of 4-c product photo or gradient, and one-third clean white space with a 60% soft gradient of PMS 877C (or 4-c substitute) from the bottom-left, blending to 0%.
- 2-Color Only: Two-thirds area is 100% solid black, and the band is 100% PMS Process Blue.
- Back:
- Entire product photo, gradient, or solid bleeds all 4 sides.
- One-third photo, and two-third clean white space at the bottom.
- 60% soft gradient of PMS 877C (or 4-c substitute) from the left-hand side of the bottom white area, blending to 0%.
- Tics and instructions for label placement are indicated.
Tube Specifications:
- Front:
- Mazda logo prints in Mazda blue (PMS Process Blue) and black, flush right with product name in a clean, white area.
- Product name dominates the white area.
- Tics and instructions for label placement are indicated on the opposite side within the white area.
- 4C Process + PMS 877C (Image Available): Image is one-half horizontally on the left side; the other half is clean white space and PMS Process Blue, divided by a 1/4" signature black band that bleeds right, butts left into the image. A 60% soft gradient of PMS 877C (or 4-c substitute) from the bottom white area, blending to 0%.
- 4C Process + PMS 877C (No Image Available): A gradient of 100% PMS Process Blue and black fills one-half of the top portion; one-half bottom portion is clean white space. Separated by a 1/4" signature black band, bleeding left-to-right. A 60% soft gradient of PMS 877C (or 4-c substitute) from the bottom white area, blending to 0%.
- 2-Color Only: Band is PMS Process Blue. Text is flush left within solid blue (or black). Separated by a 1/4" 100% PMS Process Blue band, bleeding left-to-right.
Clamshell Specifications:
- Front:
- Mazda logo prints in Mazda blue and black, flush right above the product name.
- Product name dominates the white area.
- Photo and white area divided by a 1/4" black band bleeding left/right.
- Text (if any) is flush right below the product name.
- 4C Process + PMS 877C: Two-thirds ratio of 4-c product photo (if it doesn't conflict with the product) or a gradient of 100% PMS Process Blue and black, and one-third clean white space with a 60% soft gradient of PMS 877 (or 4-c substitute) from the bottom white area, blending to 0%.
- 2-Color Only: Two-thirds area is 100% solid black, and the band is 100% PMS Process Blue.
- Back:
- One-third gradient or solid color, with two-third clean white bottom area.
- All text knocks out and is flush left within the color area.
- Tics and instructions for label placement are indicated.
Language Summary:
- Mazda Canada Inc. (MCI):
- Guideline: Section 3.4 Exemption of the Consumer Protection and Labeling Act (CPLA) states that prepackaged replacement parts for vehicles, appliances, or other durable consumer goods are exempt from certain provisions unless intended for display or sale to a consumer.
- Labeling: Labeling and installation instructions must be displayed in both French and English, including for "Do-It-Yourself" (DIY) parts.
- Mazda de Mexico (MDM):
- Guideline: For accessories sold to MdM dealers for retail consumers, the "General Labeling Standards" must be followed, in addition to new or amended definitions in NOM-050-SCFI-2004 General Labeling Standards guidelines.
- Address: Full name, address, and city code of the Manufacturer or importer are required.
- Reference: The labeling Mexican Official Standard ("NOM") named NOM-050-SCFI-2004 - Commercial Information - General Labeling of Goods.
Maintenance Features:
- Contact Information: For any questions about the policies or guidelines, or situations not addressed, suppliers should contact the Mazda Accessory Marketing Department. This ensures ongoing adherence and clarification for new or unique packaging requirements.
- Consistency Checks: The document implicitly requires regular checks to ensure that all packaging elements, from fonts to colors and logo placement, remain consistent with the outlined guidelines. This proactive approach helps maintain brand integrity.
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