Big news regarding Jeep and its brand guidelines has surfaced over the past few days. The iconic brand has updated guidelines for its logo, tagline, color palette, and more to keep up with the ever-growing visual space. Whether you're working on imagery, copy, or video content, these new standards are essential for keeping everything on-brand. Here Sokal has created a breakdown of what’s changed and what you need to know!
First, the preferred Jeep logo is now an all-black version, with white and cool gray (45% tint) as acceptable secondary options. This removes the distinguished green and metallic logos, which are no longer allowed. The logo must always include the registration mark ®, and when placing it be sure to keep enough safe space. The required safe space is equal to the height of one “J” in the word Jeep. If you need a more compact option, the classic Jeep Grille icon can be used as a substitute for the full brand mark.
Jeep’s tagline, “There’s only one,” can still be paired with the main logo, but there are some updated rules. The tagline should be displayed in Avenir Black font and must match the width of the brand mark. It should only be used in spaces where it can be read clearly and effectively, but should not be paired with dealer logo lockups. When writing, be careful not to use Jeep as a plural or possessive, and if the logo isn’t visible on a page, be sure to include the registration mark ® with the first mention of Jeep in the copy.
For Jeep’s electrified logo, the tagline is always required. The safe space around the logo follows the same rules as the original logo, and while a black/one-color version exists, the full-color version should be used whenever possible.
The 4xe logo comes with its own set of rules. Never type out the "4xe" logo—always use the official logo graphic, even if it needs to be placed next to the text of a model name. Blue is the designated color for HEV, PHEV, and BEV models, while green should be used for MHEV models. Though not required, it’s important to note, that to place either the 4xe or the singular “e” logo in a lockup with the Jeep brand logo, Jeep needs to be placed to the left or on top of either logo. Both of these logos can also be used in a model name lockup to keep everything looking sharp.
Typography for the Jeep brand has also been refreshed. Avenir is now the primary typeface for Jeep materials, giving the brand a sleek, modern look, while Helvetica Neue Regular is reserved for legal disclaimers. In terms of colors, a new brand color palette and electrified color palette are set to be released by the end of the year, so stay tuned for those updates.
Video production teams will need to pay attention to some updated guidelines as well. Jeep has introduced an electrified end-card that MUST be included in all video content promoting their electrified vehicles. There’s also a fun detail—when showing a vehicle, make sure the headlights are always on, even in daylight, and that all passengers are buckled up (of course). If you’re showing a Jeep with the doors off, it needs to be in an off-road setting, as driving on legal roads without doors is illegal in some states.
These updates are designed to ensure the Jeep brand remains consistent and instantly recognizable across all platforms. Be sure to familiarize yourself with the full guidelines to make sure your content is fully following Jeep’s new brand standards. Jeep’s brand is evolving, and these changes will help keep it fresh while staying true to its rugged and adventurous roots. Let’s hit the road with these new standards and keep creating awesome marketing materials that embody the Jeep spirit!
