Mazda GENUINE ACCESSORIES User manual

GENUINE ACCESSORIES
Packaging Guidelines
MNAO ACCESSORY OPERATIONS

1
ACCESSORIES & PACKAGING GUIDELINES
Introduction
The brand Mazda has become a mark of excellence worldwide.
With a rich history in technology development and a wide variety of proven excellent vehicles, Mazda has reached a high level in the
public preference. Its revolutionary rotary engine, the electric, fuel cell and hybrid vehicles, the new rotary hydrogen engine and the finest
auto designs, are milestones in the automobile industry.
The Mazda program of brand identity reflects these achievements and shows its pride in every piece of communication, from ads to
promotional material and parts and accessories packaging.
This manual is a condensed and practical set of guidelines to help our suppliers participate in the Mazda philosophy and achieve the
consistency that will enhance the success of our common business.
Mazda Identification Standards
Since 1998, the new brand symbol of Mazda captures the spirit of the company and its aspirations for the future. It became a preeminent
mark of excellence worldwide.
The brand symbol, together with our corporate logotype, is our word, our signature, a key element in our continuous success. As the
centerpiece around which all other graphics elements must revolve, our corporate identification must be used consistently in all
communications.
The following pages outline the requirements for usage on accessories packaging materials, because there is no element too insignificant
not to fall within these guidelines.
If you have any questions about the policies or guidelines set out in this manual, or have a situation which does not seem to be
addressed in the information presented here, contact the Mazda Accessory Marketing Department.

Use of Mazda Logos and Colors
There is one “Mazda” logotype used for all Mazda accessories and
packaging products.
For maximum impact and clarity, a specific amount of clear space must be
maintained around the Mazda logo. This is a “neutral zone” within no other
graphic elements, such as typography, pictures or borders may appear or
intrude. The clear space around the brand symbol must equal 1/6” or more
of the width, in all directions.
NO element of the logo may be modified in any way. This includes the
size relationship between the logo and brand symbol in the promotional
configuration, and the distance between these two elements.
To maintain the integrity of the corporate image, the logotype should never
be altered or misused. The Mazda logo was designed to stand alone and
must not be used in conjunction with any other logo.
Brand Symbol Colors
ACCESSORIES & PACKAGING GUIDELINES
Logo Usage
Logotype with Brand Symbol
2
Symbol Colors [ 4 color & 5-Color use ]
2 Colors Restriction
Symbol Silver
PMS 877C
Mazda Blue
PMS PROCESS BLUE
C100% + M30%
Symbol Gray
PMS COOL GRAY 7C
C22% + M15% +
Y11% + K22%
Black White
Black PMS Process Blue K50% White
The authorized Mazda colors provided here have
been carefully chosen for their visual impact,
clarity and identity.They allow sufficient flexibility
in meeting a wide range of printing requirements,
while ensuring uniformity in all accessory and
packaging applications.
The 2 colors are to be used when only 2 inks are
available. These colors maintain the Mazda brand
blue with the contrasting black for a clean, crisp,
overall appearance.
Use of metallic ink on uncoated paper is not
recommended.

Specified Typefaces
Specified typefaces play a particular role in conveying the Mazda brand
message through readable images. The Frutiger font family is designated
as the basic font to unify Mazda accessories and packaging brand. This
includes Frutiger 55 Roman, Bold, Black, Italic and Bold Italic, Frutiger 47
Light Condensed, Frutiger 67 Bold Condensed, Frutiger Light Condensed
Italic, which is simple and easy to read.
Basic Font 1
Frutiger 55 Roman
ABCDEFGHIJKLMNOPQRSTUWXYZ
&?%abcdefghijklmnopqrstuvwxyz
1234567890
Basic Font 1
Frutiger 65 Bold
ABCDEFGHIJKLMNOPQRSTUWXYZ
&?%abcdefghijklmnopqrstuvwxyz
1234567890
Basic Font 2
Frutiger 66 Bold Italic
ABCDEFGHIJKLMNOPQRSTUWXYZ
&?%abcdefghijklmnopqrstuvwxyz
1234567890
Basic Font 2
Frutiger 75 Black
ABCDEFGHIJKLMNOPQRSTUWXYZ
&?%abcdefghijklmnopqrstuvwxyz
1234567890
Basic Font 3
Frutiger 47 Light Condensed
ABCDEFGHIJKLMNOPQRSTUWXYZ
&?%abcdefghijklmnopqrstuvwxyz
1234567890
Basic Font 1
Frutiger 67 Bold Condensed
ABCDEFGHIJKLMNOPQRSTUWXYZ
&?%abcdefghijklmnopqrstuvwxyz
1234567890
Basic Font 2
Frutiger 66 Bold Italic
ABCDEFGHIJKLMNOPQRSTUWXYZ
&?%abcdefghijklmnopqrstuvwxyz
1234567890
ACCESSORIES & PACKAGING GUIDELINES
Fonts
3

ACCESSORIES & PACKAGING GUIDELINES
4
Mazda Accessories come in a variety of packaging applications: Carton,
Poly-Bag with Header Card, Clamshell and Tube.
As a general rule, it is preferred to use a 4-color photo of the product for
all accessories packaging, printed or fixed as a sticker (see guidelines and
usage samples indicated in this manual). However, when there are 2-color
ink restrictions, PMS Process Blue and Black must always be used (see
guidelines and samples indicated in this manual).
Carton boxes and tubes should always be white, with Mazda Genuine
Accessories logo printed in Mazda blue and black (see guidelines and
samples indicated in this manual).
Header cards for bags, and clamshells should have a clean, white
background, with Mazda Genuine Accessories logo printed in Mazda
blue and black (see guidelines and samples indicated in this manual).
Consistency dictates that regardless of the type of packaging, all Mazda
accessories and packaging should include these elements: Mazda Genuine
Accessories logo, product label with all the proper information (see label
diagram below), and a marked area for the warehouse picking label sticker.
The guidelines shown here are general, and could be applied to all forms
and sizes of containers. Any question regarding a special packaging not
considered here, should be directed to the Mazda Accessory Marketing
Department.
Types of Packages
PART NUMBER: 0000 8T MS1
DESCRIPTION: Rear Bumper Step Plate
QUANTITY: 1
APPLICATION: CX-7
Part Label - 4” x 2”
Code 39 (ISO / IEC 15388) bar
codes with Mod 43 check digits

Mazda Genuine Accessories packaging should maintain consistency in
design. Elements such as product photography, solid or gradiated color
areas, fonts and logos should maintain the same ratio and balance
whether the application is a carton, poly-bag with a header card,
tube or clamshell.
Throughout this guide, both 4-color process and 2-color pms solutions
are displayed. BOTH formats are acceptable options.These design
variations are illustrated in the following pages.
ACCESSORIES & PACKAGING GUIDELINES
Application
5
Use the Frutiger 55 Roman reversed to
white. Upper/lower case for product
headline description.
20% screen tint of 4-color image (gradient,
or solid if no image is available. Disregard
overprints and tints), over 100% black
(minus 1/4” shorter than image) 1/4” band
of pms 877C.
Soft 40% gradient of pms 877C from
left-hand side.
Logo placement here.
Tic marks and placement instruction on
one side of box. Placed in clean white area.
100% Black band, 1/4” deep x full length
of front (bleeds left/right).
Soft 40% gradient of pms 877C from
left-hand side.
Use the Frutiger 55 Roman 100% Black.
Upper/lower case for product headline
description.
Frutiger 47 Light
Condensed reversed to
white. Upper/lower case
for bulleted description.
4-color product image,
gradient, or solid here.
Use two-third ratio.
Leave one-third clean
white band at bottom.
Logo placement here.

Design Application
CARTON/BOX SPECIFICATIONS
FRONT:
Basic design principle should be followed per the samples
given here. Mazda logo must print in Mazda blue and black.
Placement is flush right above product name. Product name
should dominate within the white area. Photo, gradient or
solid area is divided by a 1/4”, black band bleeds left/right.
If 2-color only, band should be 100% pms Process Blue.
Placement of bulleted, descriptive text is flush left, within
the upper, left side area and must be clearly legible. Text
knocks out of image if needed for clear readability.
Using 4C Process + pms 877C:
Front should be two-thirds ratio of 4-c product photo or
gradient of 100% pms Process Blue and black, and one-
third clean white space with 60% soft gradient of pms
877C (or 4-c substitute if restriction by ink colors) that
comes from the bottom, left-hand side of white area and
blends to 0%. (See Diagram 1)
Using 2-Color Only:
If 2-color only, follow basic layout of 4C, except two-third
area will be 100% solid black. Band will be 100% pms
Process Blue. (See Diagram 2)
Usage Samples
ACCESSORIES & PACKAGING GUIDELINES
6
SAMPLE OF FLAT DIE OF CARTON
4-c Process + pms 877C spot.
(Not recommended on uncoated stock)
Shown as a flat die with product photo use.
Tic marks for labels should be indicated with
instruction for placement.
Diagram 1
4-color gradient + pms 877C
When no image is available, use this
gradient graphic.
Gradient of 100% black +100%
pms Process Blue use.
2-color: pms Process Blue + Black
Shown with solids, no image use.
4-color Process + pms 877C
When image is available, use this layout.

ACCESSORIES & PACKAGING GUIDELINES
7
Diagram 3
Back of carton with 4-c process + pms 877C spot.
(Not recommended on uncoated stock)
Shown with product photo use.
Diagram 2
Side (both) of carton with 4-c process + pms 877C spot.
(Not recommended on uncoated stock)
Shown with product photo use.Tic marks for labels should be
indicated with instruction for placement.
Diagram 4
Top of carton with 4-c process + pms 877C spot.
(Not recommended on uncoated stock)
Shown with product photo use.
Diagram 5
Bottom of carton. Prints 100% solid pms 877C.
(Not recommended on uncoated stock)
SIDES:
Follow two-thirds ratio of 4-c photo, and one-third clean white space at
bottom. Product photo, use a 20% screen tint, overprints an area 100%
black (minus 1/4” shorter than product photo), the 1/4” dividing band is
pms 877C. If 2-color only, band should be pms Process Blue. Only one
side of carton should indicate tics and instructions for placement of
picking and part labels. (See Diagram 2.)
BACK:
Entire product photo bleeds all 4 sides. Placement of bulleted,
descriptive text is flush left, within the left side of product image and
must be clearly legible. Text knocks out of image. Use specified fonts
(See Diagram 3.)
TOP:
Entire product photo bleeds all 4 sides. A gradient overprint of pms
877C should be used to mute back the image, so the main color tones
show as silver. Follow type, logo and band specifications (see Diagram 4).
BOTTOM:
Entire area prints 100% pms 877C, bleeds all 4 sides. (See Diagram 5.)
4-color gradient +
pms 877C
When no image is
available, use this
gradient graphic.
Shown with gradient of
black + pms process
blue use.
2-color: pms Process
Blue + Black
Shown with solids,
no image use.

POLY-BAG HEADER CARD SPECIFICATIONS
FRONT:
Mazda logo must print in Mazda blue and black. Placement is
flush right above product name. Product name should dominate
within the white area. Photo, gradient or solid and white area
are divided by a 1/4”, black band bleeds left/right. If 2-color only,
band should be 100% pms Process Blue. Placement of bulleted,
descriptive text is flush left, within the upper, left side area and
must be clearly legible. Text knocks out of image if needed for
clear readability.
BACK:
Entire product photo, gradient or solid, bleeds all 4 sides.
Use one-third photo, and two-third clean white space at bottom.
60% soft gradient of pms 877C (or 4-c substitute if restricted
by ink colors) that comes from left-hand side of bottom white
area and blends to 0%. Use specified fonts. Indicate tics and
instructions for placement of picking and part labels.
(See Diagram 9.)
Using 4C Process + pms 877C:
Follow basic design principle using two-thirds ratio of 4-c photo
of product or gradient, and one-third clean white space at
bottom with 60% soft gradient of pms 877C (or 4-c substitute if
restricted by ink colors) that comes from left-hand side of bottom
white area and blends to 0%. (See Diagram 6) .
Using 2-Color Only:
If 2-color only, follow basic layout of 4C, except two-third area
will be 100% solid black. Band will be 100% pms Process Blue.
(See Diagram 6)
ACCESSORIES & PACKAGING GUIDELINES
8
Diagram 9
Poly bag header card back with 4-c process +
pms 877C spot. Shown with product photo use.
Metallic ink not recommended on uncoated stock.
4-color gradient + pms 877C
When no image is available, use this gradient graphic.
Gradient of 100% black +100% pms Process Blue use.
2-color: pms Process Blue + Black
Shown with solids, no image use.
Diagram 6
4-color Process + pms 877C
When image is available, use this layout.

ACCESSORIES & PACKAGING GUIDELINES
9
TUBE SPECIFICATIONS
FRONT:
Mazda logo must print in Mazda blue (pms Process Blue) and
black. Placement is flush right with product name in a clean, white
area. Product name should dominate within white area. Use s
pecified fonts. Indicate tics and instructions for placement of
picking and part labels on opposite side within clean, white area.
Using 4C Process + pms 877C:
If a 4-color product image is available, image is one-half
horizontally on the left side, and the other half, clean white space
and pms Process Blue is divided into two equal parts, divided by a
1/4”signature black band that bleeds right, butts left into image.
A 60% soft gradient of pms 877C (or 4-c substitute if restricted by
ink colors) comes from left-hand side of bottom white area and
blends to 0%. (See Diagram 10)
If no image is available, a gradient of 100% pms Process Blue and
black fills one-half of top portion, and one-half bottom portion is
clean white space. Separate gradient and white area with 1/4”
signature black band, bleed left-to- right. A 60% soft gradient of
pms 877C (or 4-c substitute if restricted by ink colors) comes from
left-hand side of bottom white area and blends to 0%. (See Diagram 11)
Using 2-Color Only:
If 2-color only, band should be pms Process Blue. Text should
be displayed flush left within solid blue (or Black if 2-color
restriction) area. Separate solid and white area with 1/4”
100% pms Process Blue band, bleed left-to- right. (See Diagram 12.)
Diagram 11
4-color gradient + pms 877C
When no image is available, use this gradient graphic. Shown with gradient of black + pms
process blue use, and extend to full length of package (as shown) maintaining
2
/
3
ratio.
Diagram 10
4-color Process + pms 877C
When image is available, use this layout.
Diagram 12
2-color: pms Process Blue + Black
Shown with solids, no image use.

CLAMSHELL SPECIFICATIONS
FRONT:
Mazda logo must print in Mazda blue and black.
Placement is flush right above product name. Product name
should dominate within the white area. Photo and white area
are divided by a 1/4”, black band bleeds left/right. Text (if any)
should be displayed flush right below product name.
(See Diagram 13)
BACK:
One-third gradient or solid color, with two-third clean white
bottom area. All text knocks out and is flush left, within color
area. Use specified fonts. Indicate tics and instructions for
placement of picking and part labels. (See Diagram 14)
Using 4C Process + pms 877C:
Follow basic design principle using two-thirds ratio of 4-c
product photo (not shown) only if photo does not conflict with
overlying product, or a gradient of 100% pms Process Blue and
black, and one-third clean white space at bottom with 60% soft
gradient of pms 877 (or 4-c substitute if restricted by ink colors)
that comes from left-hand side of bottom white area and blends
to 0%. (See Diagram 13)
Using 2-Color Only:
If 2-color only, follow basic layout of 4C, except two-third area
will be 100% solid black. Band will be 100% pms Process Blue.
(See Diagram 15)
ACCESSORIES & PACKAGING GUIDELINES
10
Diagram 15
2-color: pms Process Blue + Black
Shown with solids, no image use.
Diagram 14 (BACK)
4-color gradient + pms 877C
When no image is available,
use this gradient graphic.
Gradient of 100% black +
100% pms Process Blue use.
Diagram 13 (FRONT)
4-color gradient + pms 877C
When no image is available, use this gradient graphic.
Gradient of 100% black +100% pms Process Blue use.

Mazda North American Operations
7755 Irvine Center Drive, Irvine, CA 92618-2922 •1.949.727.1990 © 2007 Mazda North American Operations
ACCESSORIES & PACKAGING GUIDELINES
11
MAZDA CANADA INC. (MCI)
GUIDELINE
Section 3.4 Exemption: “Prepackaged products consisting of
replacement parts for vehicles, appliances or other durable
consumer goods are exempt from all the provisions of the Act
unless they are intended to be displayed for sale to a consumer
or are displayed for sale to a consumer”.
Reference: Section 3.4 from the Consumer Protection and
Labeling Act (CPLA).
( http://laws.justice.gc/en/showdoc/cr/C.R.C.-417/bo-ga:s_2?page=2 )
•Labeling and installation instructions should be displayed in
French and English. This includes Do-It-Yourself parts or “DIY”
normally sold to consumers over-the-counter.
MAZDA DE MEXICO (MDM)
GUIDELINE
For Mazda accessories or other products sold to MdM dealers,
to be sold to the retail consumer, the “General Labeling Standards”
must be followed, in addition, to new or amended definitions set
forth in NOM-050.SCFI-2004 General Labeling Standards guidelines.
•Address, full name and City code of the Manufacturer or
importer
REF: http://www.maquilaportal.com/public/artic/artic340e.htm
The labeling Mexican Official Standard (“NOM”) named NOM-050-SCFI-2004 –
Commercial Information – General Labeling of Goods (hereinafter “NOM-050-
2004”), providing general labeling requirements and repealing NOM-050-SCFI-
1994, Commercial Information – General Provisions for Goods (hereinafter
“NOM-050-1994”).
Language Summary