Cadillac 2022

CADILLAC VISUAL IDENTITY GUIDELINES
B R A N D S T R AT E G Y & V I S U A L I D E N T I T Y G U I D E L I N E S
VERSION 2.0 — 05/20/2022
These guidelines are for internal, authorized Cadillac team reference only. No portion of these guidelines can be made public or distributed in any media. Any ads, claims, incentives,
and/or talent featured must be cleared prior to use and are for reference only. You shall be solely liable for your failure to comply with the foregoing and your use of these guidelines.
1
FOREWORD
A NEW CHAPTER FOR

AN AMERICAN ICON
CADILLAC BRAND BOOK 2

2 VERSION 1.0
FOREWORD
This document is an overview and introduction

to the Cadillac Visual Identity. It is not just a
logo, but a dynamic system that informs our
appearance, our attitude and our expressions.
It is not just an aesthetic, but a synthesis of big
ideas that support what Cadillac does today
and aspires to do in the future.

3 VERSION 1.0
FOREWORD
The Cadillac Visual Identity was created in response

to both practical requirements and big ambitions.
To show up with clarity and confidence

in an ever-shifting media landscape.
To empower consistent yet nuanced expressions

for diverse global markets.
To pioneer a new vision of luxury for

the next generation of drivers.
To step into the future while recapturing

the magic of our legacy.

4 VERSION 1.0
FOREWORD
Brand cannot solve these challenges on its own.
But the Cadillac Visual Identity was engineered

to anchor, animate, and inspire the entire
organization as it steps into a second century of
setting, and defining, the Standard of the World.

5 VERSION 1.0
C R E AT I V E B R I E F
P ROJ EC T DESIGN C R E AT I V E C R E AT I V E
VISION OBJECTIVES PRINCIPLES OPPORTUNITIES
REDUCTION
Create room to breathe
DEFINE and move
A forward-thinking but firmly a uniquely Cadillac
Cadillac visual identity take on the EV future
BOLD
RICHNESS
Make reductivity feel rich
and experiential
E L E VAT E
Cadillac’s expression of luxury

EXPRESSION
Expressed through a distilled S O P H I S T I C AT E D Create a uniquely
yet dynamic system
Cadillac imagery POV
HUMANIZE
the brand experience
EMOTION
Capture compelling
human emotion
That guides the brand OPTIMISTIC

R E S O N AT E
into the future with more people in more places
FUTURISM
Find more fresh ways to
express our EV future
6
TA B L E O F C O N T E N T S
FOREWARD 2 P R E C I S I O N PAT T E R N E M A I L S I G N AT U R E S
C R E AT I V E B R I E F 6
INTRODUCTION 7 8 HIERARCHY 154
I . S T R AT E G I C F O U N D AT I O N COLOR 7 9 IN SITU 155
P R E C I S I O N PAT T E R N D O N O T S 8 0
INTRODUCTION 9 H O W T O C R O P P R E C I S I O N PAT T E R N 8 1 MOTION
BRAND VISION 1 0 USE CASES FOR PRINT 8 2
S T R AT E G I C F O U N D AT I O N S 1 1 USE CASES FOR ENVIRONMENT 8 3 RISE MARK (OPENING SEQUENCE) 1 5 7
PRODUCT PILLARS 1 2 BE ICONIC + WORDMARK+ CREST IN END FRAMES 1 5 9
B R A N D VA L U E S 1 3 PHOTOGRAPHY M A R K E T I N G M AT E R I A L S 1 6 0
BRAND PURPOSE 1 4 TYPOGRAPHY 1 6 1
BRAND IDEA 1 6 INTRODUCTION 8 5 S U B T I T L E T R E AT M E N T 1 6 3
E N V I R O N M E N T — D AY T I M E L O C AT I O N 8 6 DISCLAIMER AND OFFER 1 6 4
II. IDENTITY E N V I R O N M E N T — D AY T I M E L O C AT I O N D O N O T S 8 8 COLOR 1 6 5
E N V I R O N M E N T — E V E N I N G LO C AT I O N 8 9 3D CREST 1 6 6
CORE ASSETS OVERVIEW 1 8 E N V I R O N M E N T — E V E N I N G LO C AT I O N C O LO R T R E AT M E N T S 9 0
C O R E A S S E T S LO C AT I O N 1 9 ENVIRONMENT — DESIGN WAREHOUSE 9 5 KALEIDOSCOPE
1 0 K E Y TA K E A W AY S 2 0 E X T E R I O R D E TA I L S 9 6
CREST OVERVIEW 2 1 EXTERIOR WIDE SHOTS 9 7 INTRODUCTION 172
I N T E R I O R D E TA I L S 9 8
BRAND MARKS PEOPLE 9 9 MERCHANDISE
PEOPLE DO AND DO NOTS 1 0 0
PRIMARY 2D CREST 2 3 S T Y L E D E TA I L S 1 0 1 PRINCIPLES 1 7 5
SECONDARY 2D CREST 2 5 C H R O M E D E TA I L S 1 0 2 MERCHANDISE DO NOTS 1 7 6
2D CREST DO NOTS 2 6 I M AG E PA I R I N G S 1 0 4 2D CREST VS WORDMARK 1 7 7
AVATA R 2 7 I M AG E PA I R I N G S D O N OT S 1 0 5 H E R I TA G E S C R I P T 1 7 8
CREST USAGE 2 8 COLOR 1 7 9
3D CREST 2 9 ICONOGRAPHY P R E C I S I O N PAT T E R N 1 8 0
WORDMARK 3 1 T O N E O N T O N E P R I N T I N G T E C H N I Q U E S ( E M B O S S / D E B O S S / VA R N I S H ) 1 8 1
WORDMARK DO NOTS 3 3 GRID 107 MERCHANDISE HIERARCHY 1 8 2
H E R I TA G E S C R I P T 3 5 OVERVIEW 108 CO-BRANDED MERCHANDISE 1 8 3
H E R I TA G E D O N O T S 3 7 ICONOGRAPHY IN SITU 109 C LO T H I N G TA G A N D L A B E L 1 8 4
TYPOGRAPHY L AY O U T P R I N C I P L E S (PRINT)
FILE NAMING CONVENTION
CADILLAC GOTHIC WIDE 4 0 A NEW APPROACH 1 1 1 FILE NAMING CONVENTION 187

CADILLAC GOTHIC 4 2 C R E S T P L A C E M E N T, S I Z I N G & M A R G I N 1 1 2 NAMING CONVENTION 188
CADILLAC GOTHIC NARROW 4 3 V E R T I C A L L AY O U T S 1 1 3
CADILLAC GOTHIC VEHICLE NAME 4 4 H O R I Z O N TA L L AY O U T S 1 1 5 III. GALLERY
A LT E R N AT E T Y P E FA C E S 4 5 L A N D S C A P E L AY O U T S 1 1 8
TYPOGRAPHIC HIERARCHY 4 6 HEADLINES 1 1 9 ADVERTISING 1 9 0
C A D I L L A C G O T H I C O P E N T Y P E F E AT U R E 4 7 H E A D L I N E L AY O U T S 1 2 0 S TAT I O N E R Y 1 9 1
ADDING AND TYPE SETTING CG ON WINDOWS PC 4 8 OVERVIEW 1 2 2 BUSINESS CARD 1 9 2
ALIGNMENTS 4 9 P R E C I S I O N PAT T E R N S C A R F 1 9 3
BULLET POINTS 5 0 L AY O U T P R I N C I P L E S ( T E M P L AT E S & E X A M P L E S )
S W E AT S H I R T 1 9 4
OFFERS 5 1 ENVIRONMENT 1 9 5
DISCLAIMER 5 2 D O U B L E S P R E A D S I N G L E N A M E P L AT E A D 1 2 4 APPOINTMENT CARDS 1 9 6
N O N - L AT I N T Y P E FA C E 5 3 F U L L S I N G L E PAG E A D 1 2 8 SHOPPING BAGS 1 9 7
N O N - L AT I N T Y P E FA C E T Y P O G R A P H I C H I E R A R C H Y 5 5 F U L L S I N G L E PAG E A D W I T H O F F E R S & D E A L E R ’ S I N FO 1 3 0 SPECIAL INVITE ENVELOPES 1 9 8
H A L F PA G E H O R I Z O N TA L A D 1 3 1 BRAND BOOK 1 9 9
TA G L I N E H O R I Z O N TA L A D W I T H O F F E R S & D E A L E R ’ S I N F O 1 3 2 INTERIOR ARCHITECTURE 2 0 0
FULL LINE UP AD WITH OFFERS & DEALER’S INFO 1 3 3 GRADIENT INTRO SCREENS 2 0 1
TA G L I N E I N T R O 5 7 SOCIAL 2 0 2
TA G L I N E 5 8 L AY O U T P R I N C I P L E S (WEB & SOCIAL)
BE ICONIC 2 0 3
A P P R O V E D TA G L I N E U S A G E 6 0 W E C H AT 2 0 4
TA G L I N E U N A P P R O V E D U S A G E 6 1 D I G I TA L L AY O U T P R I N C I P L E S 1 3 5 WEBSITE 2 0 5
TYPOGRAPHIC HIERARCHY 1 3 6 SOCIAL HEADERS 2 0 6
BRAND ARCHITECTURE WEBSITE 1 3 7 D I G I TA L A D V E R T I S I N G 2 0 7
WEBSITE NOTES 1 3 8 ONLINE ADVERTISING 2 0 8
CADILLAC LOCKUP 6 3 W E C H AT 1 3 9 BILLBOARD 2 0 9
PA R T N E R S H I P LO C K U P S 6 4 B R I N G I N G C O LO R I N T O I N T E R FA C E & W E B E X P E R I E N C E 1 4 0 PROMOTIONAL ASSET (LIVE STREAM) 2 1 0
C L E A R S PAC E FO R P R O M OT I O N A S S E T S 6 5 MARKETING E-MAIL 2 1 1
DEALERSHIP LOCKUPS 6 6 L AY O U T P R I N C I P L E S (ONLINE MARKETING)
KALEIDOSCOPE 2 1 2
SUB-BRAND LOCKUPS 6 9
DIVISIONAL LOCKUPS 7 2 BANNERS 1 4 2
CAROUSEL BANNERS 1 4 4
COLOR 3D BANNERS 1 4 5
BANNERS WITH OFFER 1 4 6
COLOR OVERVIEW 74
COLORS FOR PRINT 75 L AY O U T P R I N C I P L E S ( S TAT I O N E R Y )
GRADIENTS FOR SCREEN 76

BRANDING COMPONENTS 148
C O R P O R AT E L E V E L S TAT I O N E R Y 149
D E A L E R S H I P S TAT I O N E R Y 151
7
I . S T R AT E G I C
F O U N D AT I O N
8
I. S T R AT E G I C F O U N D AT I O N
INTRODUCTION
As the world finds itself on the precipice of a new

automotive era, it’s time for Cadillac to be Cadillac again.
We are establishing a bold new voice and a maverick

mentality born from Cadillac’s rich history, in order to set
the future of this prestigious brand.
9
BRAND VISION
As the category shifts gears towards EV, Cadillac must

leverage this once-in-a-lifetime opportunity to help reclaim
our position as the standard of the world.
Our vision is simple.
We must all strive to position Cadillac back at the top of

top-tier luxury in order to win today, tomorrow and the future.
10
S T R AT E G I C F O U N D AT I O N S
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11
PRODUCT PILLARS
The key characteristics that distinguish the Cadillac product.
B R AV E D E S I G N L I B E R AT I N G O B S E S S E D D E TA I L I N G SECURITY FROM INTUITIVE

is about courage. We design brave silhouettes. PERFORMANCE proudly tells the stories of the bold THE UNKNOWN PA R T N E R S H I P
Our designs are pure and decisive. is not just about raw power or handling. It’s ambition of our craftsmen and women is giving you confidence – no matter what puts customers’ need at the heart
about freedom from constraint, whether across the globe - achieving new levels you might encounter on the road ahead. of our technology, always enhancing
that’s delivered via ICE, EV, or autonomous. of modern luxury. every experience.
Our designs are pure and decisive.
12
B R A N D VA L U E S
The traits that describe how Cadillac is expressed in the world.
BOLD Proven by decades of daring product design and PRINCIPLES:

unconventional thinking, we dream big and do bigger COURAGEOUS
in everything we create. At our core, we exist both ORIGINAL
courageously and originally.
S O P H I S T I C AT E D In a culture and category of way too many storied, PRINCIPLES:
traditional old luxury brands, we stand out by defining MODERN LUXURY WITH
sophistication on our own terms; we are modern luxury AN EDGE
with an edge.
OPTIMISTIC This iconic brand is only possible due to the enduring vision PRINCIPLES:
and confidence of every single person that has touched it AMBITIOUS
throughout its journey. Cadillac is a manifestation of the CONFIDENT
spirit and bold ambition of those people.
13
BRAND PURPOSE
Cadillac’s reason for being that guides every brand expression. (internal)
Cadillac has attained a status that many brands can only dream of —
cementing itself into the optimism of the American Dream
Finding its way into the lives of those who strive for success.
Championing individuals and our collective society to higher aspirations.
This is just as true of Cadillac in the past, as it is today.
It’s this indestructible spirit that has always drawn people

to the world of Cadillac, and every person who touches this storied brand.
We’re here to set the standard of the world in everything we do,

and it’s this vision that drives us all.
Because Cadillac has never simply existed to just make cars...
14
BRAND PURPOSE
WE EXIST TO CHAMPION
BIG DREAMS & BOLD AMBITION
15
h

BRAND IDEA
The creative space that articulates Cadillac’s strategic foundations.
The world expects you to do the expected. To conform. And it transforms our very name into shorthand for the
best of everything — whether it drives or not.
To follow a sensible path. Play by the rules. Achieve the
status quo. Make no mistake, we’re not contrarians. Just people who
believe that what you drive should be as exceptional as
Cadillac expects you to do whatever you see fit — who you are.
however audacious, unconventional and impossible
it may seem. So, whatever you choose to pursue,
Be bold.
Because we exist to champion big dreams and
bold ambitions. Be fearless.
To inspire the daring. Be original.
To captivate the courageous. And above all —
To reward the driven and celebrate those who live the BE ICONIC.
American Dream on their terms.
This obsession with the extraordinary doesn’t merely

lead to success — it forges icons.
It creates vehicles worthy of being immortalized in

music, art, film and pop culture.
16
II. IDENTITY
17
II. IDENTITY CADILLAC VISUAL IDENTITY GUIDELINES
CORE ASSETS OVERVIEW
WORDMARK CREST TYPOGRAPHY COLOR L AY O U T
Gothic Version 2D Crest Cadillac Gothic Core Color Set Layout Principles
Wide Bold

CADILLAC GOTHIC
Wide Medium
CADILLAC GOTHIC
Wide Regular
Heritage Script 3D Crest CADILLAC GOTHIC Gradients
Bold
Cadillac Gothic
Medium
Cadillac Gothic
Regular
Cadillac Gothic
Heritage Color Crest Precision Pattern Photography
Narrow Bold
Cadillac Gothic
Narrow Medium
Cadillac Gothic
Narrow Regular
Cadillac Gothic
Non-Latin Typeface
汉仪旗黑
18
C O R E A S S E T S LO C AT I O N
Assets are available on GM Asset Central. Please see the following list for the asset.
Primary 2D Crest: “CADILLAC_2DCREST_INV_ALL” on page 24
Secondary 2D Crest: “CADILLAC_2D LOGO_POS_ ALL” on page 25
Wordmark White: “CADILLAC_WORDMARK_INV_ALL” on page 31
Wordmark Black: “CADILLAC_WORDMARK_POS_ALL” on page 32
Heritage Script White: “CADILLAC_HERITAGESCRIPT_INV_ALL” on page 35
Heritage Script Black: “CADILLAC_HERITAGESCRIPT_POS_ALL” on page 36
Cadillac Gothic: “MD_CADILLAC_GOTHIC_FONT” on page 40
Cadillac Gothic Narrow: “CADILLAC_GOTHIC_NARROW_FONT” on page 43
Cadillac BE ICONIC: “CADILLAC_BE_ICONIC” on page 58
Lockup Logo White: “CADILLAC_LOCKUP_INV_ALL” on page 63
Lockup Logo Black: “CADILLAC_LOCKUP_POS_ALL” on page 63
Sub-Brand Vertical Lockups White: “21CSCA00903_CS_CADILLAC_2D_VERT_INVERTED” on page 69
Sub-Brand Vertical Lockups Black: “21CSCA00902_CS_CADILLAC_2D_VERT_POS” on page 69
Sub-Brand Horizontal Lockups White: “21CSCA00901_CS_CADILLAC_2D_HORIZ_INVERTED” on page 70
Sub-Brand Horizontal Lockups Black: “21CSCA00900_CS_CADILLAC_2D_HORIZ_POS” on page 70
Precision Pattern: “MD_CADILLAC_PRECISION_PATTERN_B:W” on page 78
Precision Pattern Color: “MD_CADILLAC_PRECISION_PATTERN_CLR” on page 79
Layout Templates: “CADILLAC_GLOBAL ADS” on page 124
Business Card: “CADILLAC_BUSINESS_CARD” on page 149
Envelope: “CADILLAC_ENVELOPE_FOLDER” on page 149
Letterhead: “CADILLAC_LETTERHEAD” on page 149
Email Signature: “CADILLAC_EMAIL_SIGNATURE_TEMPLATE” on page 154
Rise Mark: “CADILLAC_RISE_MARK_9X16” on page 158
3D Crest: “CADILLAC_3D_CREST_LIBRARY” on page 166
19
1 0 K E Y TA K E A W AY S
1 2 3 4 5
We illuminate our future by leading We lead with our new word mark, We let our new crest and wordmark move We maintain the Heritage Script Our typeface, Cadillac Gothic, is an ode to
with a new crest signaling a new era for Cadillac independently, allowing for greater flexibility as a signoff in special cases our iconic car design
in composition
Cadillac Gothic Wide

CADILLAC GOTHIC
CADILLAC GOTHIC
CADILLAC GOTHIC
Cadillac Gothic
Cadillac Gothic
Cadillac Gothic
Cadillac Gothic
Cadillac Gothic Narrow
Cadillac Gothic
Cadillac Gothic
Cadillac Gothic
6 7 8 9 10
We bring humanity, bold optimism and We pay homage to the Mondrian with pops We always aspire to clean and uncluttered We reinforce our brand values and We push the brand’s visual language
attention to detail to our photography of color in our applications design whenever possible ethos with our tagline: BE ICONIC into exciting new territories
3D Crest
BE ICONIC
WITNESS THE Precision Pattern

2 0 2 3 C A D I L L A C LY R I Q
DI S COV ER THE LYR I Q
Precision Pattern Kaleidoscope

W A T C H LY R I Q
CO ME ALI VE
20
CREST OVERVIEW
PRIMARY H E R I TA G E 3D CREST 3D CREST

2D CREST COLOR CREST (SIGNAGE) ( D I G I TA L )
We lead with the 2D crest The heritage full color For future use, we With the new identity we
for all primary Cadillac crest remains with us as start to introduce a introduce a new 3D crest.
communication. We use it we transition into our monochromatic version This crest is reserved for
across nearly all digital and new 2D crest. Mostly in of the crest for signage. special moments such as
printed brand comms and physical application, the full car reveals, car shows and
applications. color crest will remain on This version will be lit unique PR moments.
dealership signage and on to mimic and signal our
the ICE vehicles. electric future. Not to be used in day to
day use.
W A T C H LY R I Q
COME ALI VE
Our electric future, rooted in
more than a century of innova-
tion, begins with an uncompro-
WITNESS THE mising SUV
DI SCOVER THE LYR I Q
DISCOVER THE LYRIQ
DESIGNED
DESIGN
For any questions around heritage color crest usage,
please reach out to the contacts on the final slide of
TO ENERGIZE
YOUR SENSES
the guidelines deck.

Where the rhythms, shapes and colors of the
natural world meet your desire for modern
adventure, you find LYRIQ. A full-glass roof
subtly slopes toward a vented roof spoiler. An
automated charge port door and
power-presenting doors anticipate your needs.
USE CASES DISCOVER THE LYRIQ

USE CASES USE CASES USE CASES
TECHNOLOGY
A 33" DIAGONAL BEACON
Website Letters Existing Signage EV Gallery Signage Video End Card

O N Y O U R F O R WA R D PAT H
Through the brilliant integration of technology, LYRIQ delivers an inspired driving
experience unlike any other. Cadillac LYRIQ's 33" diagonal advanced LED display has the
ability to emit over one billion colors, every radiant detail motivates your journey forward.
App Icon D I V E I N TO LY R I Q T ECHN O LO GY

Brochures Application on Car Special Events on Social Media
Social Avatar Video End Cards Car Shows
Marketing Banners Merchandise Car Reveals
Business Cards
SIMPLICITY
T H AT S I N G S
From color themes and natural textures to unique
jewel-like embellishments and controls, LYRIQ invites you
forward on your journey with warmth and personality.
C L O S ETHE
DISCOVER R L OOK
LYRIQ
EXPLORE THE CADILLAC PORTFOLIO
21
BRAND MARKS

222 VERSION 1.0
II. IDENTITY — BRAND MARKS CADILLAC VISUAL IDENTITY GUIDELINES
PRIMARY 2D CREST
This 2D crest is our primary mark

and informs the majority of our brand
expression.
The heart of our identity, the 2D crest is

a new expression of the iconic Cadillac
logo: one that modernizes our past and
illuminates our future. It was designed
to stand with pride and scale with
strength wherever it goes.
This new version of the crest has been

stripped of embellishment, shadowing
and effects in order to function and
maintain integrity in a modern digital
brand ecosystem. While simplified,
the 2D crest preserves the jewel-like
attention to detail and craft that has
always defined our logo and our vehicles.
23
PRIMARY 2D CREST
We lead with our Primary 2D Crest in The logo clearspace is defined by

white on dark backgrounds. the actual height of the crest.
The heart of our identity, the 2D crest is Minimum Screen Size Minimum Print Size
a new expression of the iconic Cadillac
logo: one that modernizes our past and
illuminates our future. It was designed
to stand with pride and scale with
strength wherever it goes. 40 px 0.4 in
Assets available on GM Asset Central:

“CADILLAC_2DCREST_INV_ALL”
24
SECONDARY 2D CREST
We use the Secondary (inverted) 2D The logo clearspace is defined by

Crest on light backgrounds. the actual height of the crest.
This size is the suggested minimum Minimum Screen Size Minimum Print Size
size & application of our Secondary
2D Crest. Anything below that will
decrease the detail of the mark.
40 px 0.4 in

“CADILLAC_2D LOGO_POS_ ALL”
25
2D CREST DO NOTS
Do not invert the color of the crest Do not change any part of the crest Do not distort or rotate the crest Do not stretch or change the
proportion of the crest
Do not use colors other than black Do not use the crest in a Do not tint any part of the crest
or white container or shape
26
AVATA R
We use half-size clearspace for

avatar and icon usage and in
challenging environments with
limited space (micro-banners).
27
PRIMARY CREST VS.
SECONDARY CREST USAGE
We determine the usage of primary

& secondary crests based on
the darkness or lightness of a
particular image.
28
3 D C R E S T ( D I G I TA L )
We use a new 3D crest to bring

dimension, physicality and depth to
our system.
While the 2D crest leads the majority

of both digital and printed brand
applications, our 3D crest is reserved
for special digital moments such as
car reveals, car shows and unique
PR messaging.
Use of the 3D crest in the digital format

should be limited and requires approval
from the proper stakeholders within
the organization.
29
3D CREST (SIGNAGE)
We use a new 3D crest to bring

dimension, physicality and depth to
our system.
While the Heritage Full Color Crest

will remain on existing retail signage
and ICE vehicles, our 3D crest will be
illuminated across future EV galleries,
showrooms to come.
Use of the 3D crest as signage requires

approval from the proper stakeholders
within the organization.
30
WORDMARK
Born from the design ethos of Cadillac

Gothic, the Cadillac wordmark is an
important evolution for our brand identity.
It states the Cadillac name with a modern
sense of power, scale, and clarity.
The minimum size in application for Minimum Screen Size Minimum Print Size
the Cadillac wordmark is 60 pixels
/ 0.5 in wide. Anything lower will
diminish the detail in the wordmark.
60 px 0.5 in

“CADILLAC_WORDMARK_INV_ALL”
31
WORDMARK
Use the black wordmark on light

backgrounds.
The minimum size in application for Minimum Screen Size Minimum Print Size
the Cadillac wordmark is 60 pixels
/ 0.5 in wide. Anything lower will
diminish the detail in the wordmark.
60 px 0.5 in

“CADILLAC_WORDMARK_POS_ALL”
32
WORDMARK DO NOTS
CADILLAC
Do not substitute the wordmark for Do not add any effects—like outlines or Do not distort, or rotate the wordmark Do not stretch or change the
another font shadows—to the wordmark except for merchandise proportion of the the wordmark
Do not use colors other than Do not use the wordmark in a Do not tint any part of the wordmark
black or white container or shape
33
WORDMARK
We lead with the new Cadillac

wordmark in the majority of our
branding: sometimes by itself, and
sometimes with the new crest (but
never as a fixed lockup). We use scale
and horizontality to emphasize our
design language.
34
H E R I TA G E S C R I P T
While the new Cadillac wordmark leads

most of our branding, we’ve maintained
the iconic Cadillac Heritage Script as
a special part of our identity. We use it
sparingly (often embossed or inscribed)
as a sign-off or mark of quality in our
vehicles and merchandise. Keep in mind:
the Heritage Script wordmark should
never compete with the new Cadillac
wordmark, but rather show up as a sort
of seal of approval in unique places
throughout the brand experience.
The minimum size in application for the Minimum Screen Size Minimum Print Size
Cadillac script is 40 pixels / 0.375 in
wide. Anything lower will diminish the
detail in the Heritage Script.
40 px 0.4 in

“CADILLAC_HERITAGESCRIPT_INV_ALL”
35
We use the black Heritage Script when

on light backgrounds.
The minimum size in application for the Minimum Screen Size Minimum Print Size
Cadillac script is 40 pixels / 0.375 in
wide. Anything lower will diminish the
detail in the Heritage Script.
40 px 0.4 in

“CADILLAC_HERITAGESCRIPT_POS_ALL”
36
H E R I TA G E S C R I P T D O N O T S
Cadillac
Do not substitute Heritage Script for Do not add any effects—like outlines or Do not distort or rotate Do not stretch or change the
another script font shadows—to the Heritage Script the Heritage Script proportion of the Heritage Script
Do not lock up with the crest Do not use colors other than black Do not place the Heritage Script in Do not tint any part of
or white a container or shape the Heritage Script
37
We deploy the Heritage Script

throughout the identity in the same
way we deploy it in cars, accessories,
and communications: never leading,
but instead acting as a quiet,
sophisticated signoff.
38
TYPOGRAPHY

399 VERSION 1.0
II. IDENTITY — TYPOGRAPHY CADILLAC VISUAL IDENTITY GUIDELINES
CADILLAC GOTHIC
Introducing Cadillac Gothic, a new

typeface inspired by the bold, horizontal
proportions that make the design of our
vehicles unmistakably Cadillac.
CADILLAC
GOTHIC
“MD_CADILLAC_GOTHIC_FONT”
40
CADILLAC GOTHIC WIDE
Cadillac Gothic is our font family, Cadillac Gothic Wide Bold

engineered with unique details and
scaled across 2 styles (Wide & Regular
Width) and 3 weights (Bold, Medium,
Regular) to ensure functionality
AaBbCcDdEeFfGgHhIiJj
across all placements, with clear and
compelling hierarchies of information.
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
123456789%$&?
Cadillac Gothic Wide Medium
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
123456789%$&?
Cadillac Gothic Wide Regular
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
123456789%$&?
41
CADILLAC GOTHIC
The Cadillac Gothic regular width Cadillac Gothic Bold

is used mainly as a hardworking
typeface for body copy, and used
as accent to counter the Cadillac
Gothic Wide.
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
123456789%$&?
Cadillac Gothic Medium
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
123456789%$&?
Cadillac Gothic Regular
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
123456789%$&?
42
CADILLAC GOTHIC NARROW
The Cadillac Gothic Narrow is Cadillac Gothic Narrow Bold

used mainly as a typeface for
smaller copy such as dense body
copy or disclaimers in a digital
environment.
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
123456789%$&?
Cadillac Gothic Narrow Medium
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
123456789%$&?
Cadillac Gothic Narrow Regular
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
123456789%$&?

“CADILLAC_GOTHIC_NARROW_FONT”
43
CADILLAC GOTHIC
VEHICLE NAME
Vehicle names should always be

capitalized, when they stand alone
or when they appear in copy.
e.g. 1,
CELESTIQ ESCALADE LY R I Q X T4
e.g. 2,
The average Cadillac XT5 owner travels

40 miles a day.† Compare that with
LYRIQ’s Cadillac estimated over 300
miles of range† with a full charge, and
it’s clear LYRIQ is poised to bring your
destinations comfortably within range.
44
A LT E R N AT E T Y P E FA C E S
In situations where we don’t have access to SYSTEM FONT GOOGLE FONT

Cadillac Gothic, System font or Google font
act as substitutes. Century Gothic Regular Syne Bold
The open letterforms and architectural

quality of Century Gothic mimic the open
ABCDEFGHIJKLMNO
and wide nature of Cadillac Gothic Wide.
The wide and bold proportions of Syne has

ABCDEFGHIJKLMNO
a similaliar quality to Cadillac Gothic Wide.
PQRSTUVWXYZ P Q R S T U V W X Y Z
1234567890 1 2 3 4 5 6 7 8 9 0
Arial and Libre Franklin give us a Arial Regular Libre Franklin Regular
hardworking substitute for the regular
width of the Cadillac Gothic.
AaBbCcDdEeFfGgHhIiJj AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz TtUuVvWwXxYyZz
1234567890 1234567890
45
TYPOGRAPHIC HIERARCHY
AT A G L A N C E
Typographic hierarchy deploys the

various weights from our Cadillac
Gothic. The layout seen here informs
our hierarchy.
INTERIOR
SUBLINE
CAP HEIGHT (×)

A CLOSER LOOK Weight: Medium
Tracking: 350
AT L E G E N D A R Y HEADLINE
Weight: Wide Regular

Tracking: 350
Choreographed lighting greets you. A 33” diagonal advanced LED display expands Leading equals X-height
your point of view. Plus the pure studio sound of AKG and available Super Cruise™†
—the first truly hands-free driver-assistance technology for compatible roads BODY
—to enhance your drive. Weight: Regular

Tracking: 0
Leading: 1.3em
DIVE INTO LYRIQ TECHN OLOGY

BUTTONS
Weight: Regular
Tracking: 100
Safety or driver-assistance features are no substitute for the driver’s responsibility to operate the vehicle in a safe manner.
Read the vehicle Owner’s Manual for important feature limitations and information.
DISCLAIMER
Weight: Narrow Regular

Tracking: 0
Leading: 1.2em
46
CADILLAC GOTHIC
O P E N T Y P E F E AT U R E
All Caps Feature in Indesign All Caps Feature in Web

New cadillac lyriq
When we type set a headline or The font-feature-settings CSS
subline in Indesign, All Caps Feature property controls advanced
would be useful to create a certain typographic features in OpenType.
Cadillac typographic look with Apply the CSS code below.
few steps.
1. Type down a headline.

2. S
elect “All Caps” button, and make
sure the tracking is “0”.
NEW CADILLAC LY R I Q
font-feature-settings: “kern” on, “liga” on, “cpsp”
Don’t use this feature to capitalize

words in the body copy.
The average Cadillac XT5 The average Cadillac X T 5 owner
owner travels 40 miles a day.† travels 40 miles a day.† Compare
Compare that with LYRIQ’s that with L Y R I Q ’s Cadillac
Cadillac estimated over 300 estimated over 300 miles of
miles of range† with a full charge, range† with a full charge, and it’s
and it’s clear LYRIQ is clear L Y R I Q is poised to bring
poised to bring your destinations your destinations comfortably
comfortably within range. within range.
47
ADDING AND TYPE SETTING
CADILLAC GOTHIC ON WINDOWS PC
To add a font to Word, Outlook, etc., TRACKING

download and install the font in 1. Type a headline or subline
Windows where it will become available 2. O pen the font dialog box by clicking
to all Office applications. arrow in bottom right of Font
section on Home Tab.
ADD A FONT
1. Download the font files. These often
come compressed in .zip folders. In
one .zip folder, you might find several
variations on the same font, such as
“Regular” and “Bold.” 3. Click on “Advanced” tab and go to
Spacing and select “Expanded”
2. If the font files are zipped, unzip them 4. Add the point size manually, the point
by right-clicking the .zip folder and size would be 1/3 of the type size
then clicking “Extract”.
e.g.,
Type size 12 pt ÷ 3 = 4 pt
Body copy does not need tracking.
3. Right-click the fonts you want, and

click Install.
4. If you’re prompted to allow the

program to make changes to your LEADING
computer, and if you trust the source Headline
of the font, click “Yes”. 1. Select headline and click “Line and
Paragraph Spacing” button.
Your new fonts will appear in the fonts 2. Select 1.15
list in Word.
Body Copy
1. Select headline and click “Line and
Paragraph Spacing” button.
2. Select “Line Spacing Options”
3. Go to Spacing and pick “Exactly” and
add the point size manually, the point
size would be 1.3 × of the type size
e.g.,
Type size 8 pt × 1.3 = 10.4 pt
Source by Microsoft: https://support.microsoft.com/en-us/office/add-a-font-b7c5f17c-4426-4b53-967f-455339c564c1 48

ALIGNMENTS
Headlines should always be center- e.g. 1, e.g. 2, e.g. 3,

aligned. We lead primarily with center- HEADLINE: CENTER HEADLINE: CENTER HEADLINE: CENTER
aligned body copy, but allow for left- COPY: CENTER COPY: LEFT C O P Y : L E F T, 2 C O LU M N S
alignment in case of lists or copy that’s
more challenging.
If you are using Right-to-Left languages

such as Hebrew, Arabic, we allow for
right-alignment for same reasons above. L I G H T T H E WAY L I G H T T H E WAY
L I G H T T H E WAY
W I T H LY R I Q W I T H LY R I Q
W I T H LY R I Q
Choreographed lighting welcomes you. A 33" Choreographed lighting welcomes you. A 33"
Choreographed lighting welcomes you. drive. With a Cadillac estimated over
diagonal advanced LED display expands your diagonal advanced LED display expands your A 33" diagonal advanced LED display 300 miles of range† with a full charge
point of view. Available Super Cruise™†—the first point of view. Available Super Cruise™†—the first expands your point of view. Available and a design that defies convention—
Super Cruise™†—the first truly hands- you’ll be set free. Explore the new and
truly hands-free driver-assistance technology truly hands-free driver-assistance technology free driver-assistance technology extraordinary LYRIQ inside and out.
for compatible roads—enhances your drive. for compatible roads—enhances your drive. for compatible roads—enhances your
L I G H T T H E WAY
W I T H LY R I Q
LIGHT THE
WAY W I T H
LY R I Q
Choreographed lighting welcomes

you. A 33" diagonal advanced LED
display expands your point of view.
Available Super Cruise™†—the first
L I G H T T H E WAY truly hands-free driver-assistance
technology for compatible roads—
W I T H LY R I Q enhances your drive.
Choreographed lighting welcomes you. A 33" With a Cadillac estimated over 300 miles of
Choreographed lighting welcomes you. A 33" diagonal diagonal advanced LED display expands your range† with a full charge and a design that defies
advanced LED display expands your point of view. Available point of view. Available Super Cruise™†—the first convention—you’ll be set free. Explore the new
truly hands-free driver-assistance technology and extraordinary LYRIQ inside and out.
Super Cruise™†—the first truly hands-free driver-assistance
for compatible roads—enhances your drive.
technology for compatible roads—enhances your drive.
49
BULLET POINTS
We keep bullet points in left alignment. T H E P L AT I N U M PA C K A G E

If you are using Right-to-Left languages
such as Hebrew, Arabic, we keep bullet
points in right alignment.
Exclusive features include:
The space between each bulleted item is
CAP HEIGHT (×) • Semi-Aniline leather seats
1.5 × the cap height. This will create clear 1.5 ×
distinction between the difference items. • Leather-wrapped instrument panel, console
and door trim
• Illuminated front-door sill plates

• Microfiber sueded headliner
• Two unique interior trims: Jet Black with Bronze carbon-
fiber trim or Maple Sugar with Jet Black accents with
open-pore
• Elm Cluster wood trim
• Front and rear premium carpeted floor mats
• Performance suspension with real-time chassis damping
control (Standard on Sport trim.)
Additional features include:

• Cadillac user experience with embedded navigation†
• Bose® Performance Series 14-speaker surround sound
system
• Enhanced Visibility and Technology Package
• Tri-Zone Climate Control
• 20” split 6-spoke alloy wheels with Polished/Android
finish (Premium Luxury only.)
• 20” 12-spoke Diamond-Cut alloy wheels with Dark
Android satin finish pockets (Sport only.)
50
OFFERS
For APR and more challenging

messaging we use the various weights
of Cadillac Gothic to create a strong
2021 XT5 & XT6 Cadillac Gothic Wide Bold
typographic structure.
0% APR ¹
3 6 MONTHS
FOR FO R W EL L-
Q UA L I F I ED
BUYERS Cadillac Gothic Wide &
$1,000 PURCHASE
A L LOWA N C E² Cadillac Gothic Regular &
2 0 2 1 X T 5 LU X U RY 2 0 2 1 C A D I L L AC C T 5
2 0 2 1 C T4 & C T 5 -V B L AC K W I N G
0 . 9 % A P R¹
ULTRA-LOW M I L EAG E FOR WEL L- QUAL I F I ED
$500
CU RR EN T EL IG I B L E NON- G M L ES S EES
0 . 9 % A P R¹
$399 PER
MONTH
39 FOR
3 6 MONTHS
FOR WELL-
Q UALIFIED
FOR
7 2 FOR WELL-
QUALIFIED
MONTHS
BUYERS MONTHS BUYERS P U R C H A S E A L LO WA N C E 2
$4,369
$500
DUE AT SIGNING AFTER ALL OFFERS PLUS CO MP ETITIVE
CASH
ALLOWANCE²
51
II. IDENTITY — TYPOGRAPHY
DISCLAIMER FRIDAY CADILLAC VISUAL IDENTITY GUIDELINES
2 0 2 1 C T4 & C T 5 -V B L AC K W I N G
12P
$500
Staggered arriva
When we type set a disclaimer, ensure it e.g. 1, T V S P O T 1 9 8 0 × 1 0 8 0 px
0.9% APR ¹
e.g. 2, E M A I L 6 0 0 × 9 0 0 px
does not distract from the contents of the
MILK STUD
72
photo or become too large. Disclaimers
are small but not enough that we sacrifice FOR FOR WELL-
855 N. CA
Cadillac invites you to an exclusive in-person look
at the brand’s first-ever all-electric SUV
legibility. For that reason, the type set of
a disclaimer on a TV spots is in the range
QUALIFIED
MONTHS CADILLAC
of 12 pt to 20 pt. And the disclaimer in a
smaller digital environment, such ULTRA-LOW
as digital MILEAGE FOR WELL-Q UALIFIED N o s e curi t y d e p os i t re q ui re d . Tax , t i t l e , l i ce ns e ,
a nd d ea l e r t e e s e x t ra . Mi l ea g e cha rg e of $ . 2 5/ mile
BUYERS PLUY
RRCH
IQ
A S E A L LOL O
WA S
N CAEN2 G E
2banners,
0 2 1 emails,
XT6 etc., is in the range of 6TptELIGIBLE N ON -GM LES SEES
CURREN
ove r 3 0 , 0 0 0 m i l e s . At p a rt i ci p at i ng d ea l e rs onl y.
to 10 pt.
PREMIUM
$469 PER
MONTH
36 S E A R C H I N V E N TO RY No security d ep osi t re q u i re d . Tax, ti tl e , l i cense , an d Music
d eal erby
tee s eMichelle
xtra.
LU X U RY MON T HS
DJ Pesce an
$4,759 Mileage ch arg e of $.25/mi l e over 30,000 mi l e s. At p arti ci p ati ng d eal ers on l y.
Compliment
2 0 2 1 C T4 & C T 5 -V B L AC K W I N G
DUE AT S I GNI NG AFTE R A L L OF F E RS R ol l ove r l ea s e d et a i l s
ULTRA-LOW MI L EAGE FOR WELL- QUALIFIED N o s e c ur ity d e p os it re qu i red. Tax, t i t l e, l i cen se,
and d eale r te e s e xtra. M i l ea g e ch a rg e of $ .25/m i l e
0 . 9 % A P R¹
FOR
7 2 FOR WELL- $500 Cadillac Gothic Narrow Regular
XT6 CURRENT EL I GI BL E NO N-GM LESSEES
ove r 30 ,0 0 0 mile s . At pa rt i ci pat i n g dea l ers o n l y. MONTHS
QUALIFIED
BUYERS P U R C H A S E A L LO WA N C E 2
Type Size: 14 pt
MIUM
$469 PER 36
No sec ur it y d ep o sit req uired . Tax, t it le, lic ense, and d ealer t ees ext ra.
Mileag e c h arg e of $ . 2 5/mile over 3 0 , 0 0 0 miles. At p ar t ic ip at ing d ealers o nly.
MONTH MO N TH S S E A R C H I N V E N TO RY
URY
$4,759 DUE AT SIGNING AF TER ALL O F F ERS R oll ove r l ea se det a i l s
FRIDAY, AUGUST 20
e.g. 3, B A N N E R 3 0 0 × 2 0 0 px 12PM – 5 PM
Staggered arrival times confirmed upon RSVP
MILK STUDIOS - STUDIO 5

855 N. CAHUENGA BLVD.
LOS ANGELES, CA 90038
Music by DJ Michelle Pesce and fresh pizza and bites from Jon & Vinny’s.
2 0 2 1 X T 6 P R E M I U M LU X U RY Complimentary valet will be provided.
2 0 2 1 X T 6 P R E M I U M LU X U RY
0 . 9 % A P R¹
P LU S C U R R E N T E L I G I B L E N O N - Invitation non-transferable. Milk Studios and Cadillac are ad
0 . 9 % A P R¹
P LU S C U R R E N T E L I G I B L E N O N -
G M OW N E R S/ L E S S E E S R E C E I V E A G M OW N E R S/ L E S S E E S R E C E I V E A
Invitation non-transferable. Milk Studios and Cadillac are adhering to all current L.A. County Department of Public Health protocols and guidelines.
7 2 FOR $3,250
$3,250
WELL-
7 2 FOR
FOR
QUALIFIED FOR WELL- Cadillac Gothic Narrow Regular
MONTHS BUYERS T O TA L P U R C H A S E A L LO WA N C E 2 QUALIFIED Type Size: 6 pt
MONTHS BUYERS T O TA L P U R C H A S E A L LO WA N C E 2
1 . M onthly Payment is $ 1 4.27 for ever y $ 1 ,000 you finance. Example down payment
is: 1 2.1 % . Some customers may not qualify. N ot available with lease and some other
offers. Take new deliver y by 3/31 / 21 .
2. M U ST B E A CU R R EN T OWN ER OR LESSEE OF A 2007 M ODEL YEA R OR N EWER
N ON - G M V EH ICLE FOR AT LEAST 3 0 DAYS PR IOR TO TH E N EW V EH ICLE SA LE. N ot 1 . Mont hl y Pay me nt i s $ 1 4.27 for ever y $ 1, 0 0 0 you fi nanc e. Example down payment
available with lease and some other offers. Take new retail deliver y by 3/31 / 21 . i s : 1 2.1 % . Some cu st ome rs m ay not qualif y. Not available with lease and some oth er
offe rs . Take n e w d e l i ve r y by 3/31/21.
2. MUST B E A CUR R ENT OWNER OR LESSEE OF A 20 07 M OD EL YEAR OR NEWER
NO N- G M V EHIC L E FO R AT L EAST 3 0 DAYS P RI OR TO THE NEW VEHI C LE SALE. Not
S E A R C H I N V E N TO RY
av ai l ab l e w i t h l eas e an d s om e oth er of fers. Take new retail deliver y by 3/31/21.
2021 XT6
Cadillac Gothic Narrow Regular
0.9% APR ¹
S E A R CType
H I N Size:
VENT 6O
ptR Y
FOR
7 2 FOR WELL-
QUALIFIED
MONTHS
T6 BUYERS
2021 XT6
UXURY G M OW N E R S/ L E S S E E S R E C E I V E A
WELL-QUALIFIED $3,250 0 . 9 % A P R¹ 52
GM LESSEES T O TA L P U R C H A S E A L LO WA N C E 2
N O N - L AT I N T Y P E FA C E
Hanyiqihei Y3 is a non-latin typeface

inspired by our new Cadillac Gothic.
An innovative family character,

Hanyiqihei Y3 utilizes the naming
system of the Western font library,
making the process of selecting
the font for designers easier and
more convenient.
汉仪旗黑
53
TYPE WEIGHT
Composed of three different weights,

the typeface covers the same breadth
as Cadillac Gothic.
汉仪旗黑 65W
汉仪旗黑 55W
汉仪旗黑 45W
54
II. IDENTITY — TYPOGRAPHY CCAADDI ILLLLAACC VVI ISSUUAALL I IDDEENNTTI ITTYY GGUUI IDDEELLI INNEESS
We recommend exaggerating the

tracking and adjusting the font size to
create a strong horizontal base and
汉仪旗黑
globally unified typographic look.
CADILLAC CAP HEIGHT (×)
We apply the same rules to Chinese

typography that we do non-latin
typographies. Center copy at the base
沙漠无界
and create a subtle play between
different type weights.
凯迪拉克 X T 4 HEADLINE
Hanyiqihei Y3 55W
Tracking: 500
Leading: 1.25em
风驰动力
SUBLINE
2 . 0 T 智能可变缸引擎，征服沙地
Hanyiqihei Y3 65W
BODY
Weight: Medium
Tracking: 350
Hanyiqihei Y3 45W
Weight: Regular
Tracking: 20
Leading: 1.3em
55
TA G L I N E

566 VERSION 1.0
BE ICONIC
BE ICONIC is a bold statement that originality and
authenticity are the key to being your most
exceptional, iconic self. It is an indication that driving
a Cadillac says you are a true original. A rallying cry
about how each of us, and the world collectively,
can be our most exceptional.
As a powerful brand statement, BE ICONIC is a line to

be used when bringing the brand to life in inspiring,
emotional ways. It helps us build emotional connection
with humanity and storytelling.
BE ICONIC is reserved for these purposes, and should

be used with intention. In short, the tagline is used
exclusively on communications that are designed
to create emotional connection and/or have a clear
connection to the values of BE ICONIC.
57
TA G L I N E
We reinforce our brand values and

ethos with our tagline: BE ICONIC.
As a powerful brand statement,

BE ICONIC is a line to be used when
bringing the brand to life in inspiring,
emotional ways. It helps us build
emotional connection with humanity
and storytelling.
BE ICONIC

“CADILLAC_BE_ICONIC”
58
TA G L I N E
Usage of BE ICONIC should be reserved for

communications that truly live up to the brand
platform’s intent. Ask yourself the following questions
prior to adding BE ICONIC to the communication:
• Does the communication celebrate the

championing of big dreams and bold ambitions?
• Does the communication make a bold statement

of originality and authenticity – in inspiring and
emotional ways?
• Does the communication allow for the fullest

expression of our brand tone – bold, sophisticated,
and optimistic?
• Does the brand have full control over the

BE ICONIC placement?
If the answer is “no” to any of the above questions,

do not use BE ICONIC.
59
A P P R O V E D TA G L I N E U S A G E
• Tagline as a super, headline or subhead

• Tagline as an endcard for commercials or ads
• All national brand and vehicle communications
(with several channel-based exceptions noted)
• Tier I and Tier II (National / Brand) communications
• National Sales Event retail communications
BE ICONIC
60
TA G L I N E U N A P P R O V E D U S A G E
ULTRA- LOW MIL EAG E FOR WEL L- QUAL IFIED No s e cu rity d e p os it re q u ire d . Tax, title , lice n s e ,
an d d eale r te e s e xtra. Mileag e charg e of $. 2 5/mile
2021 XT6 C URRENT EL IG IB L E NON- G M L ESSEES
ove r 30 , 0 0 0 mile s . At p articip atin g d eale rs on ly .
PREMIUM
$469 PER
MONTH
36 S E A R C H I N V E N TO RY
MONTH S
LU X U RY
$4,759 DUE AT SIG NING AFTER ALL OFFERS Roll ove r leas e d etails
0 . 9 % A P R¹
G M OW N E R S/ L E S S E E S R E C E I V E A
FOR
MONTHS
7 2 FOR WELL-
QUALIFIED
BUYERS
$3,250
T O TA L P U R C H A S E A L LO WA N C E 2
1 . Mont hly Pay me nt is $ 1 4 . 27 for e ve r y $ 1 , 000 you fin a n c e . E xa mple down pay me nt

is: 1 2. 1 %. Some c u st ome rs may n ot qu a lify . Not av a ila ble wit h lea se a n d some ot he r
offe rs. Ta ke n e w de live r y by 3/31 / 21 .
2. MUST B E A CURRE NT OWNE R OR LE SSE E OF A 2007 MODE L Y E AR OR NE WE R
NON- GM VE HICLE FOR AT LE AST 3 0 DAYS PRIOR TO THE NE W VE HICLE SALE . Not
av a ila ble wit h lea se a n d some ot he r offe rs. Ta ke n e w ret a il de live r y by 3/31 / 21 .
This is the dawn of our electric future, S E A R C H I N V E N TO RY
BE ICONIC. Powered by more than 2021 XT6
BE ICONIC
BE ICONIC
a century of innovation, our next era 0 . 9 % A P R¹
FOR
7 2 FOR WELL-
QUALIFIED
begins with an uncompromising all- 2021 XT6 MONTHS BUYERS
P R E M I U M LU X U RY G M OW N E R S/ L E S S E E S R E C E I V E A
electric SUV. Meet the Cadillac LYRIQ ULTRA-LOW MIL EAGE FOR WEL L-QUAL IFIED
CURRENT EL IGIBL E NON-GM L ESSEES
$3,250
36
Debut Edition. $ 4 6 9 PER
MONTH M O NT H S 1 . Mont hly Pay me nt is $ 1 4 . 27 for e ve r y $
1 , 000 you fin a n c e . E xa mple down pay me nt
is: 1 2. 1 %. Some c u st ome rs may n ot qu a lify .
BE ICONIC
$4,759 D U E AT SIG NING A FT E R A L L O FFE RS Not av a ila ble wit h lea se a n d some ot he r
offe rs. Ta ke n e w de live r y by 3/31 / 21 .
2. MUST B E A CURRE NT OWNE R OR LE SSE E
OF A 2007 MODE L Y E AR OR NE WE R
NON- GM VE HICLE FOR AT LE AST 3 0 DAYS
N o s ec u r i t y d ep os i t req u i red . Tax , t i t l e, l i cen s e, a n d PRIOR TO THE NE W VE HICLE SALE . Not
d eal er t ees ex t ra. M i l eag e c h a rg e of $ . 2 5/ m i l e over av a ila ble wit h lea se a n d some ot he r offe rs.
30 , 0 0 0 m i l es . At p ar t i c i p at i n g d eal ers o n l y . Ta ke n e w ret a il de live r y by 3/31 / 21 .
R o l l over l eas e d et a i l s Roll ove r leas e d etails
Do not substitute BE ICONIC tagline Do not lock up with the crest Do not put BE ICONIC in your body copy Do not use BE ICONIC tagline on Unless approved, do not use
for another font dealer-generated communication BE ICONIC tagline alongside
unless supplied by National Certified Pre-owned
CERTIFIED
SERVICE
CERTIFIED
SERVICE
BE ICONIC
BE ICONIC
BE I C OM N
A RIKC JESSUP
CHRISTOPHER C A D I L L AC
C A D I L L AC O
BE ICONIC
BE ICONIC
Unless approved, do not Do not lock up with other GM Do not use alongside BE ICONIC Do not use alongside BE ICONIC Do not use alongside BE ICONIC
use BE ICONIC tagline corporate identities tagline cross-division brands tagline alongside third-party logos tagline alongside dealer logos
alongside sub-brands
61
BRAND ARCHITECTURE

622 VERSION 1.0
II. IDENTITY — BRAND ARCHITECTURE CADILLAC VISUAL IDENTITY GUIDELINES
CADILLAC LOCKUP
The lockup can be used when we step

outside the Cadillac ecosystem. In
situations where the Cadillac name and
wordmark are absent, we suggest using
the Cadillac Crest and wordmark lockup.
The lockup is to be used sparingly and
should not create brand redundancy in
any way.
3×
1/3
CAP HEIGHT (×)

“CADILLAC_LOCKUP_INV_ALL”
“CADILLAC_LOCKUP_POS_ALL”
63
PA R T N E R S H I P LO C K U P S
The Cadillac lockup and the partnership

logo are separated by a black or
white line. The line is positioned along
the Cadillac logo clearspace. The Crest Width × 0.5 Crest Width
partnership or co-branding logo must = Line Weight (px)
be at least 1/2 x the distance to the line
1×
The weight of the divider is determined
by the width of the crest.
1. Measure the width of the Crest

2. Multiply by 0.5
3. The result will be the point size
of the divider-line.
e.g.,
Crest width: 1 inch
Calculation: 1 × 0.5 = 0.5
Line weight: 0.5 pt
The height of the divider is determined

by the height of the sponsorship logo.
When the height and width of the
sponsorship logo are equal or the
height is longer than the width,
add 2/3 height of the crest on the
sponsorship logo.
64
C L E A R S PAC E FO R
PROMOTION ASSETS
This is the clearspace that the

crest and “PRESENTED BY” or
“SPONSORED BY” need to be
spaced apart. The spaces are
P R E S E N T E D BY
defined by the height of the crest.
See the example on page 210.
P R E S E N T E D BY P R E S E N T E D BY
S P O N S O R E D BY
65
DEALERSHIP LOCKUPS
Wordmarks should be centered

underneath the crest. The space
between the wordmark and crest is
equal to the height of the crest.
We use Cadillac Gothic Wide Bold for

dealership lockups.
C A D I L L AC
D E ALE RS H I P
2×
½×
CAP HEIGHT (×)

C A D I L L AC Cadillac Gothic Wide Bold
DEALERSHIP
66
DEALERSHIP
H O R I Z O N TA L LO C K U P S
We use horizontal lockups as a

secondary element for a narrow
limited space. The space between the
wordmark and crest 1/3 × to the width
of the crest.
We use Cadillac Gothic Wide Bold

for dealerships.
C A D I L L AC
DEALERSHIP
3× ×
5×
C A D I L L AC Cadillac Gothic Wide Bold
DEALERSHIP
CAP HEIGHT (×)
67
DEALERSHIP LOCKUPS
This page gives an overview of the Vertical Lockup Horizontal Lockup

options when we lock up the crest
with one of our sub-brands. The
vertical lockup is preferred. For more
challenging environments with limited
vertical space, we have the options to
horizontally align the lockup. MARK MA JR
EKSSUP
MARK J
MEASRSKU P SJUEBSUSRUBPA N CHRISTOPHER SUBURBAN CHRIS
C A DP
T O I LHLEARC
C A D I L L AC C A D I L L AC
CHRISTOPHER C IA
CHR SDTIO
LPLH
AECR CCAADD IL
IL LL
ACAC C A D I L L AC
C A D I L L AC C A D I L L AC O F P LY M O U T H O F P LY M O U T H
MARK MAJR
EK J E S SS
UUPB U R B A N
MARK JMEA SRSKU P SJUEBSUSRUBPA NCHRISTOPHER
S U B U R BC
A N SSUP
HRISTOPHER CA
ACD I L L AC
C A D I L L AC CADILL
HRISTOPHER CHRCIA
SDT IOLPLHAECR CCAADDIL
ILLL
ACA C C A D I L L AC C A D I L L AC C A D I L L AC O F P LY M O U T H
C A D I L L AC C A D I L L AC O F P LY M O U T H O F P LY M O U T H
MARK MARK J E S SSUU

PB U R B A N SUBURBAN
J MEA
SRSKU P SJUEBSU SRUBPA NC H R I S T O P H E R SUBURBA
CHNRIS
JESSUP
CTAO
DPI LHLE
ARC CADILL CA
ACD I L L AC C A D I L L AC
C IA
R SDTIO
LPLH
AECR CCAADDI L
ILLL
ACA C C A D I L L AC C A D I L L AC
C A D I L L AC O F P LY M O U T H O F P LY M O U T H
C A D I L L AC O F P LY M O U T H O F P LY M O U T H
68
SUB-BRAND
VERTICAL LOCKUPS
Sub-brands follow the same principles

as the dealership lockups, with the main
difference being the Cadillac Gothic
Wide Regular typeface.
CERTIFIED
SERVICE
2×
½×
CAP HEIGHT (×)

CERTIFIED Cadillac Gothic Wide Regular
SERVICE

“21CSCA00903_CS_CADILLAC_2D_VERT_INVERTED”
“21CSCA00902_CS_CADILLAC_2D_VERT_POS”
69
SUB-BRAND
H O R I Z O N TA L LO C K U P S
We use horizontal lockups as a

secondary element for a narrow
limited space. The space between the
wordmark and crest 1/3 × to the width
of the crest.
We use Cadillac Gothic Wide Regular

for sub-brands.
CERTIFIED
SERVICE
3× ×
3×
CERTIFIED Cadillac Gothic Wide Regular
SERVICE CAP HEIGHT (×)

“21CSCA00901_CS_CADILLAC_2D_HORIZ_INVERTED”
“21CSCA00900_CS_CADILLAC_2D_HORIZ_POS”
70
SUB-BRAND LOCKUPS
This page gives an overview of the Vertical Lockup Horizontal Lockup

options when we lock up the crest
with one of our sub-brands. The
vertical lockup is preferred. For more
challenging environments with limited
vertical space, we have the options to
horizontally align the lockup.
M Y R E WA R D S
M Y R E WA R D S
M Y R E WA R D S
71
DIVISIONAL LOCKUPS
× 3×
When we lockup with the other GM
brands, we lead with the 2D crest.
The scale of the crest aligns with the
other GM divisions.
The distance between divisions is based

on a 1/3 of the width of the Cadillac crest.
Since we’re stepping out of the Cadillac CERTIFIED GM Global Sans

world, into the world of GM, we use GM Bold
Sans for all the typography. Height of the SERVICE
type aligns with the height of the crest.
With Certified Service
CERTIFIED
SERVICE
Without Certified Service
72
COLOR

733 VERSION 1.0
II. IDENTITY — COLOR CADILLAC VISUAL IDENTITY GUIDELINES
COLOR OVERVIEW
Our colors are born from the Mondrian

crest and have been a part of the
Cadillac story for over a century. In
this new chapter, we’ve removed the
colors from the crest, but imbue them
throughout the wider identity.
RED PMS 185 C C 000 M 100 Y 089 K 000 R 250 G 000 B 055 # fa0037
GOLD PMS 116 C C 000 M 015 Y 098 K 000 R 243 G 200 B 070 # f3c846 BLUE PMS 2736 C C 100 M 090 Y 000 K 002 R 044 G 040 B 232 # 2c28e8
DARK RED PMS 7622 C C 000 M 098 Y 077 K 037 R 160 G 000 B 033 # a00021 DARK GOLD PMS 131 C C 000 M 039 Y 100 K 011 R 200 G 128 B 013 # c8800d DARK BLUE PMS 2766 C C 100 M 087 Y 000 K 058 R 023 G 020 B 115 # 171473
MEDIUM RED PMS 7620 C C 000 M 094 Y 086 K 016 R 200 G 000 B 043 # c8002b MEDIUM GOLD PMS 130 C C 000 M 032 Y 100 K 000 R 232 G 176 B 030 # e8b01e MEDIUM BLUE PMS 2746 C C 100 M 091 Y 000 K 010 R 031 G 033 B 171 # 211fab
LIGHT RED PMS 1787 C C 000 M 089 Y 066 K 000 R 250 G 051 B 094 # fa335e LIGHT GOLD PMS 600 C C 001 M 005 Y 044 K 005 R 245 G 217 B 143 # f5d98f LIGHT BLUE PMS 2726 C C 083 M 066 Y 000 K 000 R 087 G 084 B 237 # 5754ed
BLACK PMS Neutral Black C C 100 M 100 Y 100 K 100 R 000 G 000 B 000 # 000000
GRAY 1 PMS Cool Gray 11 C C 070 M 064 Y 064 K 068 R 040 G 040 B 040 # 282828
GRAY 4 PMS Cool Gray 4 C C 040 M 032 Y 033 K 000 R 160 G 160 B 160 # a0a0a0
GRAY 5 PMS Cool Gray 2 C C 017 M 013 Y 013 K 000 R 210 G 210 B 210 # d2d2d2
WHITE C 000 M 000 Y 000 K 000 R 255 G 255 B 255 # ffffff
74
COLORS FOR PRINT
Core colors are used in print

(offset and digital) and in
environmental print applications.
75
GRADIENTS FOR SCREEN
Gradients are used for screens only

except in special cases such as high-end
print pieces where we may want to push
the material (via foils, embossing, etc.)
to mimic the dimensional aspect of
the gradient.
党撓势淳悉熹楱揶腋起劉 LY R I Q
肿劉玛词菀鋃泸
EXPLORE THE CADILLAC LINEUP
奉论叭鬩
曝嫌ǔ硷扰烈镑瓜
煎陵廖在硷叭迸榧砭宕鲟驄葺
抻柴尷劉郡工睥玛劉貰榈晓
囤渡祷钫襄ǹ泮省嗨词惟癣论
蹦 E S C A L A D E 腋起劉迸瓮鋃慪娱葵器
們瓷斡谓哎揲
VEHICLES SHOPPING OW N E R S A S S I S TA N C E
ALL VEHICLES BUILD & PRICE CADILLAC APPS C O N TA C T U S
SUVS VIEW BROCHURES OW N E R R E S O U RC E S R E C E I V E U P D AT E S
SEDANS TO U R C A D I L L AC L I V E M A N UA L S HELP CENTER

FUTURE VEHICLES S E A R C H I N V E N TO RY R E C A L L I N F O R M AT I O N GET SMART ON EV
LY R I Q LO C AT E A D E A L E R V I D EO T U TO R I A L S FA Q S
CONCEPT VEHICLES CURRENT OFFERS TA X D E D U C T I O N W E H AV E Y O U R B A C K

L EGACY V E H I C L E S ACCESSORIES EQ U I T Y + J U ST I C E
SHOP CERTIFIED VEHICLES
2021 CADILLAC
ESCALADE
D I S C OV E R

“MD_CADILLAC_GRADIENTS”
76
PRECISION PAT T E R N

777 VERSION 1.0
II. I D E N T I T Y — P R E C I S I O N PAT T E R N CADILLAC VISUAL IDENTITY GUIDELINES
INTRODUCTION
The Precision Pattern is an exciting

element in our visual identity. It is a
physical element that exists both in car
design and architecture, and we invite
you to bring it to life visually in new and
exciting ways.

“MD_CADILLAC_PRECISION_PATTERN_B:W”
78
COLOR
We can use the Precision Pattern in

color gradients & in black and white.
We use the gradient to offset the
hard lines of the pattern for more
subtle usage, both environmentally
and digitally.

“MD_CADILLAC_PRECISION_PATTERN_CLR”
Blue Precision Pattern Red Precision Pattern Gold Precision Pattern Gray Scale Precision Pattern
79
P R E C I S I O N PAT T E R N D O N O T S
Cadillac Guidelines Version 1
Ensure the type is always readable Do not distort or rotate Do not add any effects—like outlines or
the Precision Pattern shadows—to the Precision Pattern
Do not apply the Precision Pattern to Do not apply random colors Do not alter the proportion of
any logos the Precision Pattern
80
II. IDENTITY — MERCHANDISE CADILLAC VISUAL IDENTITY GUIDELINES
HOW TO CROP
P R E C I S I O N PAT T E R N
The crop of the Precision Pattern Vertical Rectangle Square Horizontal Rectangle
is very much dependent on the
application it lives on.
For something as refined as a

notebook, the crop shows a lot of
detail and refinement.
On the pillow we zoom in closer,

to create something bolder, and
something that’s easy to spot
from a distance. We keep the crop
interesting by going a little off-center.
On the phone we embrace the

vertical nature of the phone by
keeping the pattern going in the
same direction.
81
USE CASES FOR PRINT
There are two versions of Precision

Pattern: one for print, and one for
environmental usage.
In print, the Precision Pattern is

used for moments of surprise and as
a beautiful textural expression of
the brand.
We may also use a close-up version

of the pattern when printing on
physical objects, for instance an
envelope or scarf.
82
USE CASES FOR ENVIRONMENT
For environmental executions, we use

a more zoomed-out, detailed version
of the Precision Pattern—as seen here
in murals and physical/architectural
manifestations.
83
PHOTOGRAPHY

844 VERSION 1.0
II. IDENTITY — PHOTOGRAPHY CADILLAC VISUAL IDENTITY GUIDELINES
INTRODUCTION
We bring a bold optimism to our

photography, and bring color to the
environments in which we shoot cars.
We emphasize tonalities that mimic our
brand colors to create visuals that are
impactful and rich.
In the pages ahead you’ll find elegantly

minimalistic environments that help
paint and visualize the dream of being
in a Cadillac.
How these environments should be

utilized is a case-by-case scenario,
based on the stories and feelings we
want to evoke.
85
E N V I R O N M E N T — D AY T I M E O N L O C AT I O N
Warm daylight and dappled shadows

paired with bold architectural lines and
pops of Cadillac-inspired color.
This environment could be utilized

for more “lifestyle” driven stories,
highlighting personalities and
stylishness, relationships and family.
Though more of an approachable

aesthetic, it allows us to give off a
sense of grandeur and scale, especially
with the use of interesting architectural
shapes and colored panels.
86
C O LO R T R E AT M E N T S T O E X I S T I N G I M A G E R Y
When injecting color into existing imagery

in a daytime setup, infuse color sparingly
through accent colored panels. That do
not overpower the image.
87
DO NOTS
Do not isolate the car and colorize the Do not apply an overall color wash over
whole background the whole image
Do not apply more than 2 accent colors Do not use special effects like gradients
in an image to colorize backgrounds
88
E N V I R O N M E N T — E V E N I N G O N LO C AT I O N
A surreal landscape with hints

of natural elements, washed in a
hyperreal color palette. Cars are
enveloped in these colors and reflect
the landscape off their exteriors.
The hyperreal quality of this

environment lends itself to loftier,
less specific narratives that allow
our viewers to dream a little.
Stories could be centered around

speed, passion, and emotions.
They transport us to familiar, yet
unfamiliar futuristic lands.
These images are just for inspiration.

The same color technique will not
apply to every image. For further
details and instructions on how to
achieve the evening, surreal color
treatment, please reference the
imagery specific chapter to come.
89
When injecting color into existing imagery

in an evening setup, approach must be a
nuanced, carefully considered application
that feels tasteful.
Apply an overall color wash to the

surrounding background and location.
Apply a slight wash of color to the
vehicle, along with hints of color to
windows/glass details. Make sure to
maintain color accuracy.
Colors applied to should be rooted and

inspired by Cadillac brand colors. E.g.
(red/pink, blue/purple, gold)
90
Original shot image with no added

colorization.
Clean up image to be as streamlined

and less busy as possible. In this case,
we are removing the pole.
DISCLAIMER — This is a visual tutorial made specific for this particular image. Color treatment to imagery varies based on each specific image’s
lighting/composition. This tutorial should not be followed as an exact formula. Color retouching requires a trained eye and an experienced image
retouching specialist who would be able to add treatments with a nuanced hand.
91
(CONTINUED)
Background should be the most dense

in color. For this particular image we
are adding a tinge of pink with a Curves
Adjustment Layer and shifting the
existing information in the image to
skew more red, less green and blue.
The car itself should only have a hint of

color to show that it is picking up the
color around it, without losing accuracy
of the actual color of the vehicle. Here,
we are utilizing a Hue/Saturation
Adjustment Layer with the Colorize
option ticked on, in a hue similar to the
background color, at 25% opacity.
92
(CONTINUED)
Just to give the car a little bit more

definition, we are adding another Curves
Adjustment Layer to add a slight bit of
contrast to it.
We can add a little pigment to less

color-accuracy-important details such
as windows and rims. Here we are again
utilizing a Hue/Saturation Adjustment
Layer at Opacity 60% in a similar hue
to the background color.
93
(CONTINUED)
When we combine all the layers

together, we have a colorize image that
feels nuanced and considered,
without feeling like an overpowering,
overall wash of color.
94
ENVIRONMENT — DESIGN WAREHOUSE
Cadillac-inspired color within an airy

interior space for a reductive elegance.
Lighting is softer and diffused.
This environment can be utilized to

evoke a design-savvy, luxury showroom
feel to imagery. Should be used when
in need of more clarity to see certain
details that should not be obscured,
and to see the car in its entirety as a
designed object.
These clean, pristine interiors hint at

what the Cadillac showrooms of the
future could feel like.
* These imageries include comps.

95
E X T E R I O R D E TA I L S
Confident precision and bold heroic

angles whenever possible, showcasing
clean lines and design details in a
minimal, elegantly reductive fashion.
96
EXTERIOR WIDE SHOTS
Confident precision and bold heroic

angles whenever possible, showcasing
clean lines and design details in a
minimal, elegantly reductive fashion.
97
I N T E R I O R D E TA I L S
Similar to the exterior photography

with interesting, bold angles, but more
intimate in nature. Bits of blurred
foreground images give a sense of
humanity in the space.
98
PEOPLE
When it comes to people and their

relationship to our vehicles, they are the
main character and never an accessory to
the car. We see them front and center as
the hero of the image.
They have an inner confidence that is never

too serious or stoic and always optimistic.
99
PEOPLE
DO AND DO NOTS
Do utilize confident eye contact as Do utilize body language that feels natural Do dress talent in aspirational style, with Do try to make people as heroic as
much as possible to how one would interact with a car color that complements and doesn’t possible in imagery, wherever possible
match with the car
Do not overly pose talent Do not shoot people out-of-focus Do not style talent too lifestyle Do not place talent too far from car
100
S T Y L E D E TA I L S
Fashionable details/breadcrumbs
through strategic propping give an
element of stylish storytelling within
a luxury space.
101
C H R O M E D E TA I L S
Capturing chrome and reflective

elements of our vehicles can build
mood and intrigue. It is another
opportunity to tell a story through
reflected surfaces.
102
I M AG E PA I R I N G S
Image pairings are ideally made from a

storytelling perspective, always utilizing
tight color stories, compositions,
and a balance of product, mood, and
humanity. Quality of light and contrast
should always be considered when
pairing a group of images in order to
communicate that they come from the
same world.
103
One colorway, one environment Two colorway, two environments Two colorways, three environments
Image Category: Image Category: Image Category: Image Category: Image Category: Image Category: Image Category: Image Category:
People Car Car People Car Car People Car
Color palette: Color palette: Color palette: Color palette: Color palette: Color palette: Color palette: Color palette:
Red/Pink Red/Pink Red/Pink Blue/Red Blue Gold Gold/Red Gold
Crop: Crop: Crop: Crop: Crop: Crop: Crop: Crop:

Close Up Wide Close Up Medium Wide Close Up Medium Wide
Environment: Environment: Environment: Environment: Environment: Environment: Environment: Environment:

Evening Location Evening Location Evening Location Evening Location Design Warehouse Evening Location Design Warehouse Daytime Location
104
DO NOTS
Do not use one category of image all in a row Do not pair a wide shot with another wide shot,
(in this case, 3 people images) and do not use two different horizon lines
Do not use too many colorways Do not utilize awkward crops

(gold, blue, red) at once
105
ICONOGRAPHY
CADILLAC BRAND BOOK 11 0

066 VERSION 1.0
II. IDENTITY — ICONOGRAPHY CADILLAC VISUAL IDENTITY GUIDELINES
GRID
Our iconography reflects the same

horizontality of our typography and
crest. The design is based on a grid of
32 x 22 units, with round elements that
fan OUT from perfect circles to ovals
that cover the design space.
The wide nature of these icons defines

our unique approach to iconography.
107
OVERVIEW
The grid principle allows for the most

‘challenging’ shapes, from the angular
location markers to the circular
magnifying glass.
The grid’s oval shape provides the

perfect placeholder for Wide Cadillac
Gothic symbols.
A cohesive iconographic language forms

when shapes are applied to the grid,
covering a full range of iconographic
needs—from simple and functional to
more complex and idiosyncratic.
This iconography is for inspiration only.
Cadillac World Navigation Refresh Bookmark Wifi Hotspot Quick Look Close Stop Play Pause Closed Captioning
Delete More Shop Home Information Price Yen Price Euro Price Dollar FAQ Arrow Right Copy Link
Back To Top Send Calendar Search Innovation Rotate Download Security Emergency Location Mute
108
ICONOGRAPHY IN SITU
Video Website
BUILD & PRICE TO U R C A D I L L AC L I V E S E A R C H I N V E N TO RY LO C AT E A D E A L E R
THE ALL-ELECTRIC 2023
LY R I Q SHOP CADILLAC
- 00:19
FROM YOUR HOME
Step into a Cadillac LIVE virtual showroom from the comfort of your
home or anywhere. Choose a one-on-one personalized session, or join a
group tour, and discover a convenient shopping experience tailored to
your needs. Once your session begins, you’ll be matched with a LIVE
ambassador who can answer questions.
109
L AY O U T
PRINCIPLES
(PRINT)
CADILLAC BRAND BOOK 11 11 0

0 VERSION 1.0
II. I D E N T I T Y — L AY O U T P R I N C I P L E S ( P R I N T ) CADILLAC VISUAL IDENTITY GUIDELINES
A NEW APPROACH
At the core of our layout principles is an all-

new design approach where the crest and
wordmark move independently.
111
C R E S T P L A C E M E N T,
SIZING & MARGIN
1. LOGO SIZE
There is no definitive rule for scale, 1. 2. 3.

as it depends highly on the size of the
overall piece. The crest should neither
distract from the contents of the photo
nor be too large, but should never be
so small as to sacrifice its legibility. Use
your judgment. Consider how the piece
will be seen and where it will live, and
always adhere to the guidelines for
minimum logo size on pages 24 & 25.
2. LOGO PLACEMENT
The crest should always be centered in

the width or height of an art board. The
best position will depend on context.
Again, use your judgment; consider how
the piece will be seen, where it will live,
and what imagery is used.
3. MARGIN
The margin rules are based on the

same measurements as the crest
clearspace rules (margin should be
equal to size of crest). Base your
measurement on the scale of the
crest used in any particular instance.
112
V E R T I C A L L AY O U T S
The crest and wordmark should always

align in vertical layouts.
113
V E R T I C A L L AY O U T S
Full-bleed imagery lets content shine.

The new 2D crest and wordmark are
made to withstand the complexities
of different background colors.
When the crest in photographed,

we don’t need to repeat the crest
in logo form.
114
H O R I Z O N TA L L AY O U T S
We divide horizontal designs into

sections, and layouts into to two
equal-sized fields.
115
H O R I Z O N TA L L AY O U T S
We divide horizontal designs into

sections, and layouts into to two
equal-sized fields.
116
L A N D S C A P E L AY O U T S
Going even wider allows photography

to shine and for the Cadillac wordmark
to be fully used in scale.
117
L A N D S C A P E L AY O U T S
A tightly curated color palette should

be considered when creating image
pairings and narratives.
118
HEADLINES
We use Cadillac Gothic Wide Regular

for headlines and Cadillac Gothic
Regular for sub-headlines. T H E N E W C T4 D I S C O V E R T H E N E W LY R I Q
Our tagline works as a headline or sub-
headline in relation to other headlines.
SELF DRIVEN BY
We always use Cadillac Gothic Wide
Regular for taglines.
MADE THE DRIVEN

ME BE ICONIC
THE NEW XT5
BE ICONIC
119
H E A D L I N E L AY O U T S
Headlines use the same grid and

principles as the Cadillac wordmark
and crest. They are always centered,
and the scale can go up and down
depending on the length and impact
of messaging.
BE ICONIC
WITNESS
BE ICONIC THE NEW
ESCALADE
120
II. I D E N T I T Y — L AY O U T P R I N C I P L E S ( P R I N T ) CADILLAC BRAND GUIDELINES
H E A D L I N E L AY O U T S
Headlines follow the same principle as in

the type section. The space between the
lines equals the x-height of the type size.
BE ICONIC
WITNESS
THE NEW
ESCALADE
121
OVERVIEW
This new approach to layouts creates a

rich and varied design language that is
always unique and dynamic in nature.
BE ICONIC
SELF
MADE
ME
122
L AY O U T
PRINCIPLES
( T E M P L AT E S & EXAMPLES)

233 VERSION 1.0
II. IDENTITY — L
AY O U T P R I N C I P L E S CADILLAC VISUAL IDENTITY GUIDELINES
( T E M P L AT E S & E X A M P L E S )
DOUBLE SPREAD
S I N G L E N A M E P L AT E A D
This is our generic, balanced format for EXAMPLE 1

a double-page spread which all formats
should scale from.
TYPE
Typographic hierarchy follows the same
principles as in the type section.
• Header size 18pts - 50pts

• Subhead / Tagline size 9pts - 25pts
• Line equals X-height
• Use type in white as much as possible
• The copy should always be centered in
WITNESS HEADLINE
THE NEW Type size: 38 pt

ESCALADE Tracking: 350
BE ICONIC
TA G L I N E
Type size: 19 pt
Tracking: 350

“CADILLAC_GLOBAL_ADS”
124
II. IDENTITY — L
DOUBLE SPREAD
IMAGE EXAMPLE 1
• The image must bleed
• The vehicle front end must never
land in the gutter
• Vehicle badges must never run
through gutter
WITNESS
THE NEW
ESCALADE
BE ICONIC
125
II. IDENTITY — L
DOUBLE SPREAD
EXAMPLE 2
D I S C O V E R T H E N E W LY R I Q
SUBLINE
HEADLINE
DRIVEN BY Type size: 19 pt
Type size: 38 pt
THE DRIVEN Weight: Regular
Tracking: 350
Weight: Wide Regular BE ICONIC
Tracking: 350
TA G L I N E
Type size: 19 pt
Tracking: 350
126
II. IDENTITY — L
DOUBLE SPREAD
EXAMPLE 2
D I S C O V E R T H E N E W LY R I Q
DRIVEN BY
THE DRIVEN
BE ICONIC
127
II. IDENTITY — L
F U L L S I N G L E PAG E A D
This is our generic, balanced format EXAMPLE 1

for a single-page ad which all formats
should scale from.
TYPE
Typographic hierarchy follows the same
principles as in the type section.
• Header size 18pts - 50pts

• Subhead / Tagline size 9pts - 25pts T H E N E W LY R I Q T H E N E W LY R I Q
• Line equals X-height
• Use type in white as much as possible
• The copy should always be centered in
BE ICONIC BE ICONIC
T H E N E W LY R I Q
SUBLINE
Type size: 20 pt
BE ICONIC
Weight: Regular TA G L I N E A S
Tracking: 350 A HEADLINE
Type size: 40 pt
Tracking: 350
T H E N E W LY R I Q
BE ICONIC
128
II. IDENTITY — L
When we have “CADILLAC” in the headline EXAMPLE 2

or subline, we don’t have to use the
Cadillac wordmark in the layout.
THE NEW CT5–V BLACKWING THE NEW CT5–V BLACKWING

SUBLINE
Type size: 17 pt
THE MOST THE MOST
Weight: Regular
Tracking: 350
POWERFUL POWERFUL
HEADLINE
CADILLAC CADILLAC
Type size: 34 pt
Weight: Wide Bold
EVER EVER
Tracking: 350
THE NEW CT5–V BLACKWING
THE MOST
POWERFUL
CADILLAC
EVER
129
II. IDENTITY — L
WITH OFFERS & DEALER’S INFO
The examples here show full single-

page ads with offers & dealer’s info.
Scale your fonts appropriately.

Typographic hierarchy and offers
follow the same principles as in the
type section. The copy size should
not be smaller than 6 pt.
BE ICONIC tagline can NOT be used

on any communications with offers or
from dealers. HEADLINE IPSUM HEADLINE IPSUM HEADLINE IPSUM
D O LO R A L I Q UA M S I T D O LO R A L I Q UA M S I T D O LO R A L I Q UA M S I T
E R AT C O N S E C T E T U R E R AT C O N S E C T E T U R E R AT C O N S E C T E T U R
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Nunc tempor mattis fermentum. Donec ac fringilla leo. Nunc tempor mattis fermentum. Donec ac fringilla leo. Nunc tempor mattis fermentum. Donec ac fringilla leo.
2023 2023 2023

C A D I L L A C LY R I Q C A D I L L A C LY R I Q CADILLAC CT5-V
ULTR A-LOW M I L EAGE L EAS ES FOR WEL L-QUA L I F I ED L ES S EES U LT RA-LOW MI L E AG E L E AS E S FO R W E L L- Q UA L I FI E D L E S S E E S ULT R A- LOW M I L E AG E L E AS E S FO R W E L L- Q UA L I FI E D L E S S E E S
$
123 4 5 $
6,789 $
1 23 4 5 $
6,789 $
123 45 $
6,789
P ER M O NT H MONTHS DUE AT SIGNING PER MONTH MON T H S D U E AT S IG N IN G PE R MON T H MON T H S D U E AT S IG N IN G
AFTER ALL OFFERS A F T E R A L L OF F E RS A F T E R A L L OF F E RS
No security deposit required. Tax, title, license extra. Mileage charge of $25 per mile over 30,000 miles. No security deposit required. Tax, title, license extra. Mileage charge of $25 per mile over 30,000 miles. No security deposit required. Tax, title, license extra. Mileage charge of $25 per mile over 30,000 miles.
O
O
F
F
IN
IN
IN
R
R
E
E
L
L
A
A
E
E
D
D
©2015 General Motors. All Right Reserved. Cadillac® ©2015 General Motors. All Right Reserved. Cadillac® ©2015 General Motors. All Right Reserved. Cadillac®
1 Payments are for a 20XX (Vehicle) (Trim) with an MSRP of $XX,XXX.XX monthly payments total $XX,XXX. Option 1 Payments are for a 20XX (Vehicle) (Trim) with an MSRP of $XX,XXX.XX monthly payments total $XX,XXX. Option 1 Payments are for a 20XX (Vehicle) (Trim) with an MSRP of $XX,XXX.XX monthly payments total $XX,XXX. Option
to purchase at lease end for an amount to be determined at lease signing. GM Financial must approve lease. Take to purchase at lease end for an amount to be determined at lease signing. GM Financial must approve lease. Take to purchase at lease end for an amount to be determined at lease signing. GM Financial must approve lease. Take
delivery by XX/XX/XX. Mileage charge of $.25/mile over XX,000 miles. Lessee pays for maintenance, excess wear delivery by XX/XX/XX. Mileage charge of $.25/mile over XX,000 miles. Lessee pays for maintenance, excess wear delivery by XX/XX/XX. Mileage charge of $.25/mile over XX,000 miles. Lessee pays for maintenance, excess wear
and a disposition fee of $595 or less at end of lease. Not available with some other offers. and a disposition fee of $595 or less at end of lease. Not available with some other offers. and a disposition fee of $595 or less at end of lease. Not available with some other offers.
130
II. IDENTITY — L
H A L F PA G E H O R I Z O N TA L A D
The example here shows a half-page

horizontal ad.
When we have “CADILLAC” in the headline

or subline, we don’t have to use the
Cadillac wordmark in the layout.
T H E N E W C A D I L L A C LY R I Q THE NEW
DRIVEN BY SUBLIN
DE R IV
THE DRIVEN HEADLINE Type size: T
10 H
pt E
BE ICONIC Weight: Regular BE
TA G L I N E Type size: 20 pt Tracking: 350

Type size: 10 pt Tracking: 350
Tracking: 350
T H E N E W C A D I L L A C LY R I Q T H E N E W C A D I L L A C LY R I Q
DRIVEN BY DRIVEN BY
THE DRIVEN THE DRIVEN
BE ICONIC BE ICONIC
131
II. IDENTITY — L
AY O U T P R I N C I P L E S CCAADDI ILLLLAACC VVI ISSUUAALL I IDDEENNTTI ITTYY GGUUI IDDEELLI INNEESS
H O R I Z O N TA L A D W I T H
OFFERS & DEALER’S INFO
The examples here show half-page

horizontal ads with offers and dealer’s info.
Scale your fonts appropriately. Typographic

hierarchy and offers follow the same
principles as in the type section. The copy
size should not be smaller than 6 pt.
BE ICONIC tagline can NOT be used on any

communications with offers or from dealers.
2 0 2 3 C A D I L L AC C T 5 -V 2 0 2 3 C A D I L L AC C T 5 -V
HEADLINE IPSUM HEADLINE IPSUM
LL I Q UA M S I T
D O LO R A
o
U LT R A-LOW MI L E AG E L E ASE S FOR W E L L-QUA L I FI E D L E SSE E S
D O LO R A L I Q UA M S I T ULT RA- LOW M IL EAGE L EAS ES FOR WEL L- QUAL IF IED L ES S EES
E R AT C O N r
$
1 2 3 45 $
6,7 8 9 $
123 45 $
6,789
O
F
F
SeE C T E T U R E R AT C O N S E C T E T U R
IN
IN
m
R
E
E
PE R MO N TH MO N THS D UE AT S IGN IN G P ER MONTH MONTHS DUE AT SIG NING
L
ip
A
A FTE R A LL O FFE RS AF TER ALL OF F ERS
E
D
D
su No security deposit required. Tax, title, license extra. Mileage charge of $25 per mile over 30,000 miles. No security deposit required. Tax, title, license extra. Mileage charge of $25 per mile over 30,000 miles.
m
do
lor ©2015 General Motors. All Right Reserved. Cadillac®
1 Payments are for a 20XX (Vehicle) (Trim) with an MSRP of $XX,XXX.XX monthly payments total $XX,XXX. Option to purchase at lease end for an amount to be
determined at lease signing. GM Financial must approve lease. Take delivery by XX/XX/XX. Mileage charge of $.25/mile over XX,000 miles. Lessee pays for maintenance,
©2015 General Motors. All Right Reserved. Cadillac®
excess wear and a disposition fee of $595 or less at end of lease. Not available with some other offers. excess wear and a disposition fee of $595 or less at end of lease. Not available with some other offers.
2 0 2 3 C A D I L L AC LY R I Q
HEADLINE IPSUM
D O LO R A L I Q UA M S I T ULT RA- LOW M IL EAGE L EAS ES FOR WEL L- QUAL IF IED L ES S EES
$
123 45 $
6,789
O
F
E R AT C O N S E C T E T U R
IN
R
E
P ER MONTH MONTHS DUE AT SIG NING
L
A
AF TER ALL OF F ERS
E
D
No security deposit required. Tax, title, license extra. Mileage charge of $25 per mile over 30,000 miles.
©2015 General Motors. All Right Reserved. Cadillac®

excess wear and a disposition fee of $595 or less at end of lease. Not available with some other offers.
132
II. IDENTITY — L
FULL LINE UP AD WITH
OFFERS & DEALER’S INFO
The examples here show full line-up ads with

offers and dealer’s info. We use full-bleed
imagery for backgrounds when possible.
Scale your fonts appropriately. Typographic

hierarchy and offers follow the same
principles as in the type section. The copy
size should not be smaller than 6 pt.
BE ICONIC tagline can NOT be used on any

communications with offers or from dealers.
2 0 2 1 C T4 & C T 5 -V B L AC K W I N G
0 . 9 % A P R¹
FOR
7 2 FOR WELL-
QUALIFIED
$500
MONTHS BUYERS P U R C H A S E A L LO WA N C E
T H E U LT I M A T E I N T H E U LT I M A T E I N No s ecurit y depos it re quire d. Tax, t it le, licens e, and dealer t ees e xt ra .

M ileage charge of $. 25/ mile over 30, 000 miles . At p ar t icipat ing dealers o nly.
ICONIC LUXURY ICONIC LUXURY
2 0 2 1 C T4 & C T 5 -V B L AC K W I N G
0 . 9 % A P R¹
FOR
7 2 FOR WELL-
QUALIFIED
$500
MONTHS BUYERS P U R C H A S E A L LO WA N C E
No se curit y deposit re quire d. Tax, t it le , license , and dealer t e e s extra .

Mileage charge of $.25/mile over 30 ,0 0 0 mile s. At participating deale rs only.
133
L AY O U T
PRINCIPLES
(WEB & SOCIAL)

344 VERSION 1.0
Our electric futu
II. I D E N T I T Y — L AY O U T P R I N C I P L E S ( W E B & S O C I A L ) CADILLAC VISUAL I more
D E N T I T Y than
G U I D E La
I N cent
ES
D I G I TA L L AY O U T P R I N C I P L E S
tion, begins with
WITNESS THE mising
DISCOV ER THE LYRIQ
1. 3. DISCOVER THE
1. LOGO SIZE
There is no definitive rule for scale, as it DESIGN
depends highly on the size of the overall DESIGNED

piece. The crest should neither distract TO ENERGIZE
YOUR SENSES
from the contents of the photo nor
be too large, but should never be so Where the rhythms, shapes and colors of the
2. natural world meet your desire for modern
small as to sacrifice its legibility. Use adventure, you find LYRIQ. A full-glass roof
your judgment. Consider how the piece power-presenting doors anticipate your needs.
will be seen and where it will live, and

always adhere to the guidelines for
minimum logo size on pages 24 & 25.
2. LOGO PLACEMENT
The crest should always be centered in

DISCOVER THE LYRIQ
the width or height of an art board. The TECHNOLOGY

Again, use your judgment; consider how O N Y O U R F O R WA R D PAT H
W A T C H LY R I Q
the piece will be seen, where it will live, Through the brilliant integration of technology, LYRIQ delivers an inspired driving
and what imagery is used.

CO M E A L I V E
D I V E I NTO LY R I Q T EC H NO LO GY
3. MARGIN
The margin rules are based on the

same measurements as the crest 忿搬剔顾势
clearspace rules (margin should be Our electric future, rooted in

韌滦棹付瘪
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辈菌农相惊癣樟卦
equal to size of crest). Base your
measurement on the scale of the more than a century of innova- 炉升樟卦窪ф乌唇ḿ
ǔ旋嗨黻牡
crest used in any particular instance. tion, begins with an uncompro-
2 0 2 3 C A D I L L A C LY R I Q SIMPLICITY
D I S COV E R T H E LYR I Q
T H AT S I N G S
DISCOVER THE LYRIQ

鎳泔窖木嗨軸逄择针
钡吧鯡相﹫諾聘负鯡搛ф獸貉
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樟卦
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A C L O S ETHE
R L OOK
嚙計搬艫镊嗨 2020
DISCOVER LYRIQ
錳小搬先倔涪熹嗨 2021
計滅樟卦
DESIGN 樟卦ǔ帔梧浦胺赊富圉唇赊峰叭鹃
疗酿助倠兵嵌熹幡第扌耕符嫌位闕樟肿
DESIGNED EXPLORE THE CADILLAC PORTFOLIO 疗莢壁倠秃價嵌紿龅赌在畴斜搬ь亳乌蛙她э嗨圹硷
TO ENERGIZE
YOUR SENSES
AT L E G E N D A R Y
忿搬剔顾势
韌滦棹付瘪
Choreographed lighting greets you. A 33” diagonal advanced L

ǹXT4囱付奠频惟摺
农相惊癣樟卦
1 3display
5 expands your point of view. Plus the pure studio sound
DISCOVER THE LYRIQ
TECHNOLOGY
II. I D E N T I T Y — L AY O U T P R I N C I P L E S ( W E B & S O C I A L ) CADILLAC VISUAL IDENTITY GUIDELINES
Headlines follow the same principles as in

the type section. The space between the
lines equals the x-height of the type size.
HEADER
Primary 2D Crest
TECHNOLOGY

O N Y O U R F O R WA R D PAT H CONTENT
Actionable content linking

Through the brilliant integration of technology, LYRIQ delivers an inspired driving experience
unlike any other. Cadillac LYRIQ’s 33” diagonal advanced LED display has the ability to emit
to other pages
over one billion colors, every radiant detail motivates your journey forward.
DIVE INTO LYRIQ TECHNOLOGY
SIGNOFF
Heritage Script
136
WEBSITE
W A T C H LY R I Q
党撓势淳ю帔低培я
The simple nature of our layouts and
CO M E A L I V E 嶧揶劉亵
website lets our photography, gradients,
and typography shine.
Our electric future, rooted in Our electric future, rooted in more
than a century of innovation,
more than a century of innova- begins with an uncompromising
tion, begins with an uncompro- SUV
WITNESS THE mising SUV 党撓势淳悉熹楱揶腋起劉 LY R I Q DISCOVER THE CELESTIQ
2 0 2 3 C A D I L L A C LY R I Q 肿劉玛词菀鋃泸
D IS COV E R T HE LY R IQ LY R I Q 肿劉词菀鋃泸
VEHICLES
DISCOVER THE LYRIQ
SHOPPING OW N E R S A S S I S TA N C E
ALL VEHICLES BUILD & PRICE CADILLAC APPS C O N TA C T U S
SUVS VIEW BROCHURES OW N E R R E S O U RC E S R E C E I V E U P D AT E S

DESIGN 奉论叭鬩
SEDANS TO U R C A D I L L AC L I V E M A N UA L S HELP CENTER
DESIGNED 曝嫌ǔ硷扰烈镑瓜
T O E N E R G I Z EF U T U R E V E H I C L E S S E A R C H I N V E N TO RY R E C A L L I N F O R M AT I O N GET SMART ON EV
YOUR SENSES 煎陵廖在硷叭迸榧砭宕鲟驄葺
LY R I Q LO C AT E A D E A L E R V I D EO T U TO R I A L S
抻柴尷劉郡工睥玛劉貰榈晓 FA Q S
Where the rhythms, shapes and colors of the 囤渡祷钫襄ǹ泮省嗨词惟癣论
CONCEPT VEHICLES CURRENT OFFERS TA X D E D U C T I O N
蹦 E S C A L A D E 腋起劉迸瓮鋃慪娱葵器 W E H AV E Y O U R B A C K
們瓷斡谓哎揲
L EGACY V E H I C L E S ACCESSORIES EQ U I T Y + J U ST I C E
惟扌泵荼岈嗨
2 0 2 3 盂党撓势淳 LY R I Q 懣虑木
DISCOVER THE LYRIQ
TECHNOLOGY

DI V E I N TO LY R I Q T EC H N O LO GY
2021盂 XT6禄轟焦碩贳尔椤!

惟盂党撓势淳 YU7
SIMPLICITY
谮惟木词绗滅瓷魯赘抖稳泵
T H AT S I N G S
jewel-like embellishments and controls, LYRIQ invites you DIVE INTO LYRIQ TECHNOLOGY
A C L O S ETHE
DISCOVER R L OOK
LYRIQ
Choreographed lighting greets you. A 33” diagonal advanced LED
display expands your point of view. Plus the pure studio sound of
AKG and available Super Cruise™†—the first truly hands-free driv-
VEHICLES SHOPPING
OW N E R S A S S I S TA N C E
er-assistance technology for compatible roads—to enhance your

ALL VEHICLES BUILD & PRICE
CADILLAC APPS C O N TA C T U S
SUVS VIEW BROCHURES
OW N E R R E S O U RC E S R E C E I V E U P D AT E S
SEDANS TO U R C A D I L L AC L I V E
M A N UA L S HELP CENTER
FUTURE VEHICLES S E A R C H I N V E N TO RY
R E C A L L I N F O R M AT I O N GET SMART ON EV
LY R I Q LO C AT E A D E A L E R
V I D EO T U TO R I A L S FA Q S
CONCEPT VEHICLES CURRENT OFFERS
TA X D E D U C T I O N W E H AV E Y O U R B A C K
L EGACY V E H I C L E S ACCESSORIES
EQ U I T Y + J U ST I C E
SHOP CERTIFIED
VEHICLES
137
DISCOVER THE LYRIQ
嶧揶劉
WEBSITE NOTES
DESIGN
Our electric future, ro
DESIGNED
TO ENERGIZE
than a century of in
YOUR SENSES begins with an unco
SUV
DISCOVER THE CE
党撓势淳悉熹楱揶腋起劉 LY R I Q
1. 2. 3. 肿劉玛词菀鋃泸
LY R I Q 肿劉词菀鋃泸
1 . G R A D I E N T PA N E L S
VEHICLES SHOPPING OW N E R S ASSI
Do not use gradient panels next to ALL VEHICLES BUILD & PRICE CADILLAC APPS C O N TA
each other horizontally or vertically. If SUVS VIEW BROCHURES OW N E R R E S O U RC E S R EC E I
the gradients appear too much on the SEDANS TO U R C A D I L L AC L I V E
奉论叭鬩
M A N UA L S HELP
DISCOVER THE LYRIQ 曝嫌ǔ硷扰烈镑瓜
website it becomes repetitive. TECHNOLOGY
FUTURE VEHICLES S E A R C H I N V E N TO RY R E C A L L I N F O R M AT I O N GET S
We should lead with black and white A 33" DIAGON
煎陵廖在硷叭迸榧砭宕鲟驄葺
LYARL
IQ B E A C O N LO C AT E A D E A L E R V I D EO T U TO R I A L S
抻柴尷劉郡工睥玛劉貰榈晓 FA Q S
across the website and colors are O N Y O U R F O R WA R D PAT H 囤渡祷钫襄ǹ泮省嗨词惟癣论
CONCEPT VEHICLES CURRENT OFFERS TA X D E D U C T I O N
蹦 ESCALADE 腋起劉迸瓮鋃慪娱葵器 WE HA
used sparingly. Through the brilliant integration of technology, LYRIQ delivers an inspired driving
們瓷斡谓哎揲
L EGACY V E H I C L E S
ACCESSORIES EQ U I T Y + J U ST I C E
2 . I M AG E PA I R I N G S D I VE I N TO LY R I Q T ECH N O LO GY
When we construct a website, image

pairings follow the same principles 惟扌泵荼岈嗨
as in the image section. Consider the
pace and rhythm throughout the whole 2 0 2 3 盂党撓势淳 LY R I Q 懣虑木
website from a storytelling perspective.
Avoid too many colorways happening
back to back. Flow of the imagery on SIMPLICITY
the website should feel experiential and T H AT S I N G S
not overwhelming. From color themes and natural textures to unique

A C L O S ETHE
R L OOK
3. SIMPLICITY
A simple layout follows the same

DISCOVER LYRIQ
principles as in the digital layout

section. Use full bleed imagery as
the hero and do not use a busy A T L E G E N D A 2R0 2Y
1盂 XT6禄轟焦碩贳尔椤 !
惟盂党撓势淳 YU7
background underneath the copy.
谮惟木
词绗滅瓷魯赘抖稳泵
Choreographed lighting greets you. A 33” diagonal advanced LED

display expands your point of view. Plus the pure studio sound of
VEHICLES SHOPPING

SUVS VIEW BROCHURES
SHOP CERTIFIED
VEHICLES
138
W E C H AT
For the vertical nature of WeChat, we

stack our photography and gradients
in a simple manner to allow for story
telling and visual richness. 忿搬忿
剔顾搬
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139
BRINGING COLOR INTO
I N T E R FA C E & W E B E X P E R I E N C E
FIELDS OF COLOR
1950
Design
SIMPLICITY
“LE MONSTRE” DESIGNED
T H AT S I N G S OF LE MANS T O E N E R G I Z E
From color themes and natural textures The 1950 24 Hours of Le Mans race saw the entry of YOUR SENSES
to unique jewel-like embellishments two Cadillac Series 61 racers: one was a production
model fitted with a racing engine; the other was From color themes and natural textures to unique jewel-
and controls, LYRIQ invites you forward
nicknamed“Le Monstre” for its wild, aerodynamic like embellishments and controls, LYRIQ invites you
on your journey with warmth and
appearance that was completely unlike that of any forward on your journey with warmth and personality.
personality.
other postwar Cadillac.
TYPOGRAPHIC
ACCENT COLORS
ON A DARK BACKGROUND 1950
Design
Light Blue : R 087 G 084 B 237 # 5754ed SIMPLICITY “LE MONSTRE”

DESIGNED
Red : R 250 G 000 B 055 # fa0037 T H AT S I N G S OF LE MANS
Gold : R 243 G 200 B 070 # f3c846 T O E N E R G I Z E
From color themes and natural textures
to unique jewel-like embellishments
The 1950 24 Hours of Le Mans race saw the entry of YOUR SENSES
two Cadillac Series 61 racers: one was a production
nicknamed “ Le Monstre” for its wild, aerodynamic like embellishments and controls, LYRIQ invites you
personality.
TYPOGRAPHIC
ACCENT COLORS
ON A LIGHT BACKGROUND 1950
Design
Blue : R 044 G 040 B 232 # 2c28e8 SIMPLICITY

“LE MONSTRE” DESIGNED
Red : R 250 G 000 B 055 # fa0037
T H AT S I N G S OF LE MANS T O E N E R G I Z E
Dark Gold : R 200 G 128 B 013 # c8800d
From color themes and natural textures The 1950 24 Hours of Le Mans race saw the entry of YOUR SENSES
to unique jewel-like embellishments two Cadillac Series 61 racers: one was a production
nicknamed“Le Monstre” for its wild, aerodynamic like embellishments and controls, LYRIQ invites you
personality.
140
L AY O U T
PRINCIPLES
(ONLINE MARKETING)

4 11 VERSION 1.0
II. I D E N T I T Y — L AY O U T P R I N C I P L E S ( O N L I N E M A R K E T I N G ) CADILLAC VISUAL IDENTITY GUIDELINES
BANNERS
The rules for online marketing (banners)

are generally the same as the rules for Leaderboard
our layout principles.
3:1 Rectangle
Medium Banner
Half Page Banner

Large Rectangle
Square Pop Up
Half Banner
142
BANNERS
Carousel banners follow the same ALL

rules: use full-bleed photography and EL ECTR IC
a transparent interface that lets the CA D ILLAC
products be the hero.
LY R I Q
CTA buttons are to be outline with text
only, not colored background.
IN TR ODUCIN G
2021
TH E CAD ILLAC CADILLAC
OF EV’S E SCALADE
THE NEW CT5–V BLACKWING
THE MOST
P OW E R F U L
C A D I L L AC
EVER
2 02 1
D I S C OV E R
CADI LLAC
ESCALADE
龋慑蒸皤谩户
2 0 2 1 噢雌踢读椎LY R I Q
D I S C OV E R
I N T R OD UCI N G
T H E CA D I LL AC
龋慑蒸皤谩户雌舂椎LY R I Q EXPERIENCE BLACKWING
OF E V’ S
143
CAROUSEL BANNERS
Carousel banners follow the same

rules: use full-bleed photography and
a transparent interface that lets the
products be the hero. CADILLAC ESCALADE CADILLAC ESCALADE CADILLAC ESCALADE
CTA buttons turns white (80%

opacity) when it is hovered over.
When photography is light, we use
black text, logo and hover state.
A POW E R FU L A N D E F F I C I E N T 6 . 2 L V8 E N G I N E D E F I N E D B Y TA U T L I N E S A N D C L E A N S U R FA C E S OBSESSIVE CRAFTMANSHIP
CURRENT OFFERS B U I L D YO U R O W N CURRENT OFFERS B U I L D YO U R O W N CURRENT OFFERS B U I L D YO U R O W N
e.g. Light Background
CADILLAC ESCALADE CADILLAC ESCALADE CADILLAC ESCALADE CADILLAC CT5-V

BLACKWING
A POW E R FU L A N D E F F I C I E N T 6 . 2 L V8 E N G I N E D E F I N E D B Y TA U T L I N E S A N D C L E A N S U R FA C E S OBSESSIVE CRAFTMANSHIP OBSESSIVE CRAFTMANSHIP
CURRENT OFFERS B U I L D YO U R O W N B U I L D YO U R O W N CURRENT OFFERS B U I L D YO U R O W N B U I L D YO U R O W N
144
II. I D E N T I T Y — L AY O U T P R I N C I P L E S ( O N L I N E M A R K E T I N G ) CCAADDI ILLLLAACC VVI ISSUUAALL I IDDEENNTTI ITTYY GGUUI IDDEELLI INNEESS
3D BANNERS
On 3D banners, the background color

gradient should reflect the color of
the vehicle featured. As the color
selection of the vehicle changes,
the background color should change 2022 CADILLAC X T4 2022 C A D I L L AC C T4 2022 CADILLAC XT6
simultaneously to match.
2022 CADILLAC X T4 2022 C A D I L L AC C T4 2022 CADILLAC XT6
CURRENT OFFERS B U I L D YO U R O W N B U I L D YO U R O W N CURRENT OFFERS B U I L D YO U R O W N
145
BANNERS WITH OFFER
For the these banners, we lead with

U LT R A- LOW M ILE AG E FO R WE LL-Q UA LIF IE D No se c ur it y de posit re quire d. Tax, t it le , lice nse ,
the offer and let the typography shine. 2021 XT6 C U R R E N T E LIG IBLE N O N -G M LE S S E E S and deale r t e e s e xt ra. Mileage c harge of $ .25/ m ile
ove r 30,000 m ile s. At par t ic ipat ing deale rs only .
Typographic hierarchy and offers

PREMIUM
$469 PER
MONTH
36 S E A R C H I N V E N TO RY
MONT H S
LU X U RY
follow the same principles as in the $4,759 DUE AT SIG NING AFT E R AL L OFFE RS R oll ove r lease det ails
type section. And the type size of the

disclaimer should be in the range from
6 pt to 10 pt.
BE ICONIC tagline can NOT be used

on any communications with offers or
from dealers.
0 . 9 % A P R¹
G M OW N E R S/ L E S S E E S R E C E I V E A
FOR
MONTHS
7 2 FOR WELL-
QUALIFIED
BUYERS
$3,250
1 . Monthl y Pay m ent i s $ 1 4 .27 for ever y $ 1 ,0 0 0 you fina nc e. E xa m p l e d ow n p ay m ent

i s : 1 2 .1 % . S om e c ustom ers m ay not q ua l i fy . Not av a i l a b l e w i th l ea s e a nd s om e other
offers . Ta ke new d el i ver y by 3/31 /2 1 .
2 . MU ST BE A C U R R E NT OWNE R OR L E S S E E OF A 2 0 07 MODE L YE AR OR NE WE R
NON-GM VE H IC L E FOR AT L E AST 3 0 DAYS PR IOR TO T H E NE W VE H IC L E S AL E . Not
av a i l a b l e w i th l ea s e a nd s om e other offers . Ta ke new reta i l d el i ver y by 3/31 /2 1 .
2021 XT6
0 . 9 % A P R¹
FOR
7 2 FOR WELL-
QUALIFIED
2021 XT6 MONTHS BUYERS
P R E M I U M LU X U RY G M OW N E R S/ L E S S E E S R E C E I V E A
U LT RA- LOW MIL EAGE FO R W EL L- Q UA L IFIED

C U RREN T EL IGIB L E N O N - GM L ESSEES
$3,250
$469 PER
MONTH
36
MONTHS 1 . Monthl y Pay m ent i s $ 1 4 .27 for ever y $
1 ,0 0 0 you fina nc e. E xa m p l e d ow n p ay m ent
i s : 1 2 .1 % . S om e c ustom ers m ay not q ua l i fy .
$4,759 DUE AT SIGNING AFTER ALL OFFERS Not av a i l a b l e w i th l ea s e a nd s om e other
offers . Ta ke new d el i ver y by 3/31 /2 1 .
2 . MU ST BE A C U R R E NT OWNE R OR L E S S E E
OF A 2 0 07 MODE L YE AR OR NE WE R
NON-GM VE H IC L E FOR AT L E AST 3 0 DAYS
No s ecurity depos it required. Tax, title, licens e, and PR IOR TO T H E NE W VE H IC L E S AL E . Not
dealer tees extra. M ileage charge of $.25/mile over av a i l a b l e w i th l ea s e a nd s om e other offers .
30,000 miles . At p articipating dealers only. Ta ke new reta i l d el i ver y by 3/31 /2 1 .
Roll over leas e d etails R oll ove r lease det ails
146
L AY O U T
PRINCIPLES
( S TAT I O N E R Y )

477 VERSION 1.0
I I . I D E N T I T Y — L A Y O U T P R I N C I P L E S CADILLAC VISUAL IDENTITY GUIDELINES
BRANDING COMPONENTS
We announce our arrival with the

new Cadillac Gothic Wordmark.
We continually affirm one’s presence in

the Cadillac world with the 2D Crest.
We sign off with our Heritage Script.
148
C O R P O R AT E L E V E L
S TAT I O N E R Y
The corporate stationery set displays all

the elements of the new visual identity:
the Cadillac wordmark header, the
secondary 2D crest, and the Cadillac
Heritage Script signoff.

“CADILLAC_BUSINESS_CARD”
“CADILLAC_ENVELOPE_FOLDER”
“CADILLAC_LETTERHEAD”
149
C O R P O R AT E L E V E L
S TAT I O N E R Y
The corporate stationery set displays all

the elements of the new visual identity:
the Cadillac wordmark header, the
secondary 2D crest, and the Cadillac
Heritage Script signoff.
BE ICONIC
BE ICONIC
150
D E A L E R S H I P S TAT I O N E R Y
Dealership stationery follows the format

of corporate level stationery, with the
exception of the dealership’s custom
wordmark replacing the Cadillac header.
151
D E A L E R S H I P S TAT I O N E R Y
Dealership stationery follows the format

of corporate level stationery, with the
exception of the dealership’s custom
wordmark replacing the Cadillac header.
152
EMAIL S I G N AT U R E S

533 VERSION 1.0
tempor. Duis bibendum dapibus urna, ut
II. I D E N T I T Y — E M A I L S I G N AT U R E S CADILLAC VISUAL IDENTITY GUIDELINES
condimentum diam sagittis H nec.
I E R Proin
A R Crhoncus
HY
ipsum neque, ac tempus arcu ultrices a. Nulla

consequat nulla id fringilla semper. In et mauris
massa. Nulla eget dui vitae nisl finibus eleifend
As emails are left-aligned, so are
email signatures. The crest sits
in id augue. Vivamus mattis eleifend lacus, at
right below the phone number and
the name and details follow the
maximus dui vehicula sit amet. Morbi sit amet
typographic principles. augue augue. Vivamus nec vehicula neque, id
Arial Regular
vestibulum tellus.
Best,
Cadillac Gothic Bold

Carrie Crawley (She/Her)
Size: 12px Marketing Manager
Cadillac
Cadillac Gothic Regular
Size: 12px
586.419.0932

“CADILLAC_EMAIL_SIGNATURE_TEMPLATE”
154
II. I D E N T I T Y — E M A I L S I G N AT U R E S CADILLAC VISUAL IDENTITY GUIDELINES
IN SITU
Proin mauris sem, sollicitudin iaculis ex eget, Proin mauris sem, sollicitudin iaculis ex eget,
condimentum consectetur libero. Sed sit amet condimentum consectetur libero. Sed sit amet
efficitur augue. Fusce blandit felis ac consectetur efficitur augue. Fusce blandit felis ac consectetur
tempor. Duis bibendum dapibus urna, ut tempor. Duis bibendum dapibus urna, ut
condimentum diam sagittis nec. Proin rhoncus condimentum diam sagittis nec. Proin rhoncus
ipsum neque, ac tempus arcu ultrices a. Nulla ipsum neque, ac tempus arcu ultrices a. Nulla
consequat nulla id fringilla semper. In et mauris consequat nulla id fringilla semper. In et mauris
massa. Nulla eget dui vitae nisl finibus eleifend massa. Nulla eget dui vitae nisl finibus eleifend
in id augue. Vivamus mattis eleifend lacus, at in id augue. Vivamus mattis eleifend lacus, at
maximus dui vehicula sit amet. Morbi sit amet maximus dui vehicula sit amet. Morbi sit amet
augue augue. Vivamus nec vehicula neque, id augue augue. Vivamus nec vehicula neque, id
vestibulum tellus. vestibulum tellus.
Best, Best,
Carrie Crawley (She/Her) Mark Naszradi (He/Him)

Marketing Manager Executive Manager
Cadillac Suburban Cadillac of Plymouth
586.419.0932 866.881.5195
SUBURBAN
C A D I L L AC
O F P LY M O U T H
155
MOTION

566 VERSION 1.0
II. IDENTITY — MOTION CADILLAC VISUAL IDENTITY GUIDELINES
RISE MARK
(OPENING SEQUENCE)
We use the Rise Mark as part of our

Opening Sequence in motion, and as
part of the crest animation that closes
a video. The 4 steps in the Rise Mark
are hidden diagonally in the crest.
157
RISE MARK
(OPENING SEQUENCE)
We use the Rise Mark as part of our

Opening Sequence in motion. The
bars slowly rise in, in individual motion
speeds, switching to the full scene on
the last ‘gem’.
The opening sequence starts with the lowest gem, As the first gem rises, the second gem moves in. As the first two gems continue to move
rising from the left corner, ‘masking’ the scene. in, the third slides in as well.
On the appearance of the last gem, the ‘masking’ The third gem from bottom remains the screen The gem keeps zooming out and becomes ‘full
frame start zooming out of the screen. and keep zooming out of the screen. scene’ from ‘mask’.

“CADILLAC_RISE_MARK_9X16”
158
BE ICONIC + WORDMARK+ CREST
IN END FRAMES
Tagline and wordmark precede the

Crest animation at sign-off. This is the
end sequence. The order should not
be altered.
All elements centered to frame.
Animations are used in sequence,

but not all are used together in every
instance.
Tagline Wordmark Crest
159
M A R K E T I N G M AT E R I A L S
For the animation of the Rise Mark, Gif in Email Social

wordmark or the 2D crest, we can
utilize them for marketing materials
such as social & email.

CADILLAC
LYRIQ
FRIDAY, AUGUST 20
12PM – 5 PM
MILK STUDIOS - STUDIO 5

855 N. CAHUENGA BLVD.
LOS ANGELES, CA 90038
Music by DJ Michelle Pesce and fresh pizza and bites from Jon & Vinny’s.
Complimentary valet will be provided.
160
TYPOGRAPHY
Typography is applied in a centered

and iconic way. Emphasizing the
horizontality and wideness, we keep
typography preferably centered
in video.
161
TYPOGRAPHY
TRACKING
To convey motion in typography,

we use Tracking (letterspacing)
during motion. This leads to dynamic
typography that always feels ‘in
motion,’ and never static.
TI TLE TITLE T I T L E
CELESTI Q CELESTIQ C E L E S T I Q
letterspacing: 100 em letterspacing: 500 em
162
S U B T I T L E T R E AT M E N T
The recommended font for subtitles

is Cadillac Gothic Regular, in
sentence case, with a subtle black
outline, to ensure visibility under
all circumstances.
Subtitles appear as one or two lines

at a time and should be centered just
above the lower title-safe boundary.
Typography is tracked to 50 em for

maximum readability.
This example shows two lines of

subtitle in Cadillac Gothic
This example shows two lines of This example shows two lines of This example shows two lines of
subtitle in Cadillac Gothic subtitle in Cadillac Gothic subtitle in Cadillac Gothic
163
DISCLAIMER AND OFFER
Consider how the piece will be seen

and where it will live, and always
see the examples and adhere to the
guidelines for the Offers and Disclaimer
on pages 51 & 52.
2 0 2 1 C T4 & C T 5 -V B L AC K W I N G
Offer
0 . 9 % A P R¹
FOR
7 2 FOR WELL-
QUALIFIED
$500
MONTHS BUYERS P U R C H A S E A L LO WA N C E 2
N o s ec ur i t y depo s i t requi red. Tax, t i t l e, l i c ens e, a nd dea l er t ees ext ra .

M i l ea ge c h a rge of $ . 2 5/ m i l e over 3 0 , 0 0 0 m i l es . At pa r t i c i pat i ng dea l ers o nl y .
Disclaimer
164
COLOR
We use color in motion, in various

forms: as a highlight color for
typography, as a background
color against a title, as a border
for cropped footage, or as a color
wash over footage.
BE ICONIC
165
II. IDENTITY — MOTION CCAADDI ILLLLAACC VVI ISSUUAALL I IDDEENNTTI ITTYY GGUUI IDDEELLI INNEESS
3D CREST
For special moments in motion

(car reveals, car shows & digital
installations & announcements) we
use a special version of the crest
in 3D.
The 3D crest does not only operate

in isolation; it is an integral part of
the ‘scene’. Light & scene colors are
reflected in the various elements of
the crest.
There are 3 formats of the 3D crest,

C4D, ABC and OBJ; for the blender*,
OBJ will be the preferred format.
The general usage is restricted

and will need oversight by internal
visual SMEs.
*B
lender is a free and open-source
3D computer graphics software.

“CADILLAC_3D_CREST_LIBRARY”
166
3D CREST IN SITU
The 3D crest adapts to various When you have a specific background Main things to keep in mind are:
backgrounds, reflecting and eminating in mind, there are a few ways to • The crest ideally reflects the image
the scene and the colors. approach this. •T he white balance or light
temperature of the lights in the 3D
setup matches the image
167
3D CREST
MOTION REVEAL (IN SITU)
We use light to introduce the 3D crest to

the world. Light sweeps in from the left,
moving across the crest, revealing all of
its panels & elements, and reflecting the
scene’s original lighting in the most
natural way.
Most of the examples we rendered were

done with an HDRI image. The HDRI image
is projected on an invisible sphere and
placed around the object. It reflects the
environment directly on the crest plus it
lights the crest, which immediately covers
the light temperature.
✳ ✳ ✳
✳ ✳ ✳
168
3D CREST
M O T I O N R E V E A L ( I S O L AT E D )
For a more graphic approach (color or

black) we use the same principles as
the in situ animation, but we use light
to reveal the crest. Allowing the light
to pass from one side to another, we
create a sweeping light motion.
✳ ✳ ✳
✳ ✳ ✳
169
3D CREST
RISE MARK
In the 3D crest animation we allow a

moment for the rise mark: the four
panels of the 3D crest illuminate
slowly, mimicking the lighting of the
rise mark on the LYRIQ and other
electric vehicles to come.
170
KALEIDOSCOPE

7 11 VERSION 1.0
II. IDENTITY — KALEIDOSCOPE CADILLAC VISUAL IDENTITY GUIDELINES
INTRODUCTION
The kaleidoscope pattern is an exciting

new element in our visual identity. We
envision it projected inside retail spaces Package Report
and as a festive motion element during
-----------------------------------------------------------------------------
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Name: Cadillac-Kaleidoscope-R1.ai
pattern is reserved for environmental Color Mode: RGB color
and experiential moments and not for Color Profile: sRGB IEC61966-2.1
Ruler Units: pixels
digital or print campaigns. Artboard Dimensions: 1920 px x 1080 px
Show Images in Outline Mode: OFF
Highlight Substituted Fonts: OFF
Highlight Substituted Glyphs: OFF
The general usage is restricted and will Preserve Text Editability
need oversight by internal visual SMEs. Simulate Colored Paper: OFF
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Spot Color Objects:
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Missing Fonts:NONE
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Protected Fonts that were not packaged:NONE
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Fonts:
NONE
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Embedded Fonts:
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Linked Images:
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Type: RGB
Bits per Pixel: 24
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Size: 5620K, 1600 by 1199 pixels
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Resolution: 120.105 by 120.105 pixels per inch
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Bits per Pixel: 24
Channels: 3
Type: RGB
Bits per Pixel: 24
Channels: 3
172
II. IDENTITY — KALEIDOSCOPE CADILLAC VISUAL IDENTITY GUIDELINES
INTRODUCTION
The kaleidoscope is a new way of visual

storytelling. This new format allows us
to bring all the different aspects of the
brand together in a new and unique way.
173
MERCHANDISE

744 VERSION 1.0
PRINCIPLES
When designing merchandise, we

allow for a break between the crest
and wordmark. In the below examples,
we show a front & back approach that
leads with the crest and finishes with
the wordmark as a moment of surprise.
We lead with the 2D crest on

merchandise and never use the full
color crest.
175
MERCHANDISE DO NOTS
Do not use the 2D crest too large that it Do not use the Heritage Script Do not apply the black wordmark or
takes over the negative space. as a hero crest on our color background
Do not use the logo as a background Do not use the full colored crest Do not crop or alter the logo
on merchandise
176
2D CREST VS WORDMARK
As we push the wordmark and crest apart in the

overall identity, the same applies to our merchandise.
We use the crest as a hero moment, but always subtle

in scale. Small on the chest of a shirt or embossed on
a notebook.
The Cadillac wordmark allows for larger placement

and signals the New Identity. Large and proud over
the width of a brochure, bags or pen.
177
We use Heritage Script as a unique We use the script sparingly as we do in

signoff and detail in our merchandise. our car design; as a detail, and never in
large scale application. Applied in below
examples as a clothing tag or label.
178
COLOR
When bringing color to our merchandise

world, we use our iconic Mondrian colors
and always use the primary 2D crest,
white wordmark and BE ICONIC tagline.
179
P R E C I S I O N PAT T E R N
We introduce the Precision Pattern to

the merchandise as a unique Cadillac
moment. Applied in ‘full bleed’, the
pattern allows for a simple way to
brand our products.
180
TONE ON TONE
PRINTING TECHNIQUES
(Z)
To bring subtlety and convey the luxury Using a varnish as ink can also create
of Cadillac, we suggest that high-end depth and texture to a printed piece.
print materials use more advanced
printing techniques. And using silver ink or as a foil in the
embossing, one can create even more
Embossing, for example, raises the dimensional effect in print.
wordmark/crest to suggest a 3D graphic;
debossing does the opposite, but both
methods create an elevated tone on tone
effect on physical prints of a graphic.
181
MERCHANDISE HIERARCHY
This overview gives the range of The Precision Pattern is And finally, bringing a pop of
options we can apply in merchandise. another unique texture in our color to the world of Cadillac,
The percentages on this page are world, that we’ll use sparingly. signals a new brand. Color is
not an exact given, but aim to give a used sparingly in the overall
feeling when looking holistically at the merchandise look-and feel.
Cadillac merchandise. Over time the
various elements should be able to
inspire unique approaches when we’re
thinking of a seasonal approach to
garments.
We lead in black and white for the

majority of our merchandise, bold
and sophisticated, with the crest,
wordmark and BE ICONIC tagline
in their purest form.
Black & White Precision Pattern Colors

60% 10% 30%
182
CO-BRANDED MERCHANDISE
When partnering with other brands,

as in these Greyson and Black Quail
examples, we avoid making literal
lockups, but make the Crest and/
or Cadillac wordmark a part of the
experience. As part of a pattern on the
Greyson Scarf, as a subtle print on the
arm or chest on the jacket, or in simple
tandem on the Greyson Candle.
183
C LO T H I N G TA G A N D L A B E L
For Cadillac merchandise tags we have Or using type as part of the wash instructions. For
two options. the Wash instructions, we lead with the logo lockup.
Whether that’s a partnership lockup or specific
Using the Cadillac Heritage Script as Cadillac program.
a signoff in the form of a label on the
left example. The washing instructions are typography led.
The instructions are set in Cadillac Gothic Medium.
For partnership lockups (middle) we apply a
more horizontal approach to design. For singular
lockups (right example) we allow for a more vertical
approach to the design. Type is set in all caps.
184
C LO T H I N G TA G A N D L A B E L
(CONSTRUCTION)
S
C A D I L L AC MADE
Cadillac Gothic Wide Medium IN Cadillac Gothic Wide Medium
CELESTIQ USA
50% COTTON
MADE 50% COTTON 2 5 % P O LY E S T E R
Cadillac Gothic Wide Medium & Medium 2XL IN
USA
2 5 % P O LY E S T E R
2 5 % R AY O N
2 5 % R AY O N
Cadillac Gothic Medium
WA S H C O L D
M A C H I N E WA S H C O L D ∙ D R Y L O W D RY LOW
185
FILE NAMING
CONVENTION

866 VERSION 1.0
II. IDENTITY — FILE NAMING CONVENTION CADILLAC VISUAL IDENTITY GUIDELINES
FILE NAMING CONVENTION
BLACK OR WHITE: FILETYPE:
POS (POSITIVE: BLACK) W E B : P N G , S VG

INV (INVERTED: WHITE) PRINT: EPS
CADILLAC_NAME_POS_RGB.XXX
TYPE OF ELEMENT: MEDIUM:
2DCREST RGB (SCREEN)

WO R D M A R K CMYK (PRINT)
LO C K U P
187
II. IDENTITY — FILE NAMING CONVENTION CADILLAC VISUAL IDENTITY GUIDELINES
NAMING CONVENTION
2 D C R EST WORDMARK LOCKUP H ERITAG E S CRIPT
P R I N T (C M Y K) PRINT (CM YK) PRINT (CMYK) PRINT (CMYK)
E PS E PS EPS EPS
CADILLAC_2DCREST_CMYK_POS.EPS CADILLAC_WORDMARK_CMYK_POS.EPS CADILLAC_LOCKUP_CMYK_POS.EPS CADILLAC_HERITAGESCRIPT_CMYK_POS.EPS

CADILLAC_2DCREST_CMYK_INV.EPS CADILLAC_WORDMARK_CMYK_INV.EPS CADILLAC_LOCKUP_CMYK_INV.EPS CADILLAC_HERITAGESCRIPT_CMYK_INV.EPS
S C R E E N (RGB ) S CREEN (RGB) SCREEN (RGB) SCREEN (RGB)
SVG SVG SVG SVG
CADILLAC_2DCREST_RGB_POS.SVG CADILLAC_WORDMARK_RGB_POS.SVG CADILLAC_LOCKUP_RGB_POS.SVG CADILLAC_HERITAGESCRIPT_RGB_POS.SVG

CADILLAC_2DCREST_RGB_INV.SVG CADILLAC_WORDMARK_RGB_INV.SVG CADILLAC_LOCKUP_RGB_INV.SVG CADILLAC_HERITAGESCRIPT_RGB_INV.SVG
PNG PNG PNG PNG
CADILLAC_2DCREST_RGB_POS.SVG CADILLAC_WORDMARK_RGB_POS.PNG CADILLAC_LOCKUP_RGB_POS.PNG CADILLAC_HERITAGESCRIPT_RGB_POS.PNG

CADILLAC_2DCREST_RGB_INV.SVG CADILLAC_WORDMARK_RGB_INV.PNG CADILLAC_LOCKUP_RGB_INV.PNG CADILLAC_HERITAGESCRIPT_RGB_INV.PNG
188
III. GALLERY
189
III. GALLERY CADILLAC VISUAL IDENTITY GUIDELINES
ADVERTISING
190
S TAT I O N E R Y
191
BUSINESS CARD
192
P R E C I S I O N PAT T E R N S C A R F
193
S W E AT S H I R T
194
ENVIRONMENT
195
APPOINTMENT CARDS
196
SHOPPING BAGS
197
SPECIAL INVITE ENVELOPES
198
BRAND BOOK
199
INTERIOR ARCHITECTURE
200
GRADIENT INTRO SCREENS
201
SOCIAL
Cadillac Cadillac Cadillac
Boob Box
Cadillac
lorem ipsum set dolor
cadillac.com
202
BE ICONIC
203
W E C H AT
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III. GALLERY
WEBSITE W A T C H LY CADILLAC VISUAL IDENTITY GUIDELINES
COME AL W A T C H LY R I
CO M E AL IV
Our electric future, rooted in
more than a century of innova
tion, begins with an uncompro
Our electric future, roo

D I SCOV E R T H E LYR I Q
DISCOVER THE LYRIQ
DESIGN
more than a century of

DESIGNED
TO ENERGIZE
YOUR SENSES

tion, begins with an unc

WITNESS THE mising SUV A 33" DIAGONAL BEACON

DISCOVER THE LYRIQ
TECHNOLOGY
D I V E I N TO LY R I Q T EC H N O LO GY
DI SCOVER TH E LYRI Q
DISCOVER THE LYRIQ

SIMPLICITY
T H AT S I N G S
A C L O S ETHE
DISCOVER R L OOK
LYRIQ
DESIGN
DESIGNED Choreographed lighting greets you. A 33” diagonal advanced LED
TO ENERGIZE display expands your point of view. Plus the pure studio sound of
VEHICLES SHOPPING
YOUR SENSES

SUVS VIEW BROCHURES
SHOP CERTIFIED
VEHICLES

natural world meet your desire for modern DIVE INTO LYRIQ TECHNOLOGY
205
SOCIAL HEADERS
206
D I G I TA L A D V E R T I S I N G
CADILLAC ESCALADE CADILLAC ESCALADE CADILLAC ESCALADE
A POW E R FU L A N D E F F I C I E N T 6 . 2 L V8 E N G I N E D E F I N E D B Y TA U T L I N E S A N D C L E A N S U R FA C E S OBSESSIVE CRAFTMANSHIP
207
ONLINE ADVERTISING
I N T RO DUC I N G
T HE C A DI L L AC
,
O F EV S
E X P E R I E N C E LY R I Q
208
BILLBOARD
209
PROMOTIONAL ASSET
(LIVE STREAM)
210
MARKETING E-MAIL

CADILLAC
LYRIQ

CADILLAC
LYRIQ
FR
F R II D
DA AYY ,, A
AUUG
GUUSST
T 220
0
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5 P
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855 N. CAHUENGA BLVDU E N G A B L V D..
L O S A N G E L E S , C A 9 0 0 3 88
L O S A N G E L E S , C A 9 0 0 3
Music by
Music by DJ
DJ Michelle
Michelle Pesce
Pesce and
and fresh
freshpizza
pizzaand
andbites
bitesfrom
fromJon
Jon&&Vinny’s.
Vinny’s.
211
KALEIDOSCOPE
212
KALEIDOSCOPE
213
C O N TA C T
Pamela Arteaga ([email protected]) for Brand Strategy

Sarah McRae ([email protected]) for Guidelines
Grace Fong ([email protected]) for Guidelines and Global Usage/Approval

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CADILLAC VISUAL IDENTITY GUIDELINES

A NEW CHAPTER FOR

CADILLAC BRAND BOOK 2

This document is an overview and introduction

CADILLAC BRAND BOOK 3

The Cadillac Visual Identity was created in response

To show up with clarity and confidence

To empower consistent yet nuanced expressions

To pioneer a new vision of luxury for

To step into the future while recapturing

CADILLAC BRAND BOOK 4

Brand cannot solve these challenges on its own.

But the Cadillac Visual Identity was engineered

CADILLAC BRAND BOOK 5

Cadillac’s expression of luxury

That guides the brand OPTIMISTIC

CADILLAC GOTHIC WIDE 4 0 A NEW APPROACH 1 1 1 FILE NAMING CONVENTION 187

GRADIENTS FOR SCREEN 76

As the world finds itself on the precipice of a new

We are establishing a bold new voice and a maverick

As the category shifts gears towards EV, Cadillac must

Our vision is simple.

We must all strive to position Cadillac back at the top of

The key characteristics that distinguish the Cadillac product.

B R AV E D E S I G N L I B E R AT I N G O B S E S S E D D E TA I L I N G SECURITY FROM INTUITIVE

The traits that describe how Cadillac is expressed in the world.

BOLD Proven by decades of daring product design and PRINCIPLES:

S O P H I S T I C AT E D In a culture and category of way too many storied, PRINCIPLES:

sophistication on our own terms; we are modern luxury AN EDGE

and confidence of every single person that has touched it AMBITIOUS

throughout its journey. Cadillac is a manifestation of the CONFIDENT

spirit and bold ambition of those people.

This is just as true of Cadillac in the past, as it is today.

It’s this indestructible spirit that has always drawn people

We’re here to set the standard of the world in everything we do,

Because Cadillac has never simply existed to just make cars...

CADILLAC VISUAL IDENTITY GUIDELINES

The creative space that articulates Cadillac’s strategic foundations.

To inspire the daring. Be original.

To captivate the courageous. And above all —

This obsession with the extraordinary doesn’t merely

It creates vehicles worthy of being immortalized in

WORDMARK CREST TYPOGRAPHY COLOR L AY O U T

Heritage Script 3D Crest CADILLAC GOTHIC Gradients

Primary 2D Crest: “CADILLAC_2DCREST_INV_ALL” on page 24

Secondary 2D Crest: “CADILLAC_2D LOGO_POS_ ALL” on page 25

Wordmark White: “CADILLAC_WORDMARK_INV_ALL” on page 31

Wordmark Black: “CADILLAC_WORDMARK_POS_ALL” on page 32

Heritage Script White: “CADILLAC_HERITAGESCRIPT_INV_ALL” on page 35

Heritage Script Black: “CADILLAC_HERITAGESCRIPT_POS_ALL” on page 36

Cadillac Gothic: “MD_CADILLAC_GOTHIC_FONT” on page 40

Cadillac Gothic Narrow: “CADILLAC_GOTHIC_NARROW_FONT” on page 43

Cadillac BE ICONIC: “CADILLAC_BE_ICONIC” on page 58

Lockup Logo White: “CADILLAC_LOCKUP_INV_ALL” on page 63

Lockup Logo Black: “CADILLAC_LOCKUP_POS_ALL” on page 63

Sub-Brand Vertical Lockups White: “21CSCA00903_CS_CADILLAC_2D_VERT_INVERTED” on page 69

Sub-Brand Vertical Lockups Black: “21CSCA00902_CS_CADILLAC_2D_VERT_POS” on page 69

Sub-Brand Horizontal Lockups White: “21CSCA00901_CS_CADILLAC_2D_HORIZ_INVERTED” on page 70