| metadata | {"internal":true} |
| name | neue-klasse |
| version | 0.1.0 |
| description | Executive automotive strategy deck in the visual language of BMW Group / bmw.com: precise, technical, confident, premium. Structured grids, restrained colour, a motorsport tricolour signature, charts/matrices/journey maps/timelines. Use for premium automotive product & transformation strategy. |
| inspiration | BMW Group corporate communications, bmw.com Neue Klasse pages, BMW M motorsport tricolour, engineering data sheets |
| typography_kit | Archivo (engineered grotesque display + action titles), Inter (body, labels, all data/chart text). Headlines tight-tracked; everything sentence case. |
| color_kit | white ground (#FFFFFF), charcoal ink + dark slides (#16181D), one BMW blue accent (#0066B1) with a cool-blue secondary (#2E9BD6). A three-segment motorsport tricolour bar (blue #0653B6 / cyan #2E9BD6 / red #E22718) is the recurring signature element. Hairline rules (#DCE0E5), card ground (#F2F4F6). One accent; red only inside the tricolour mark and negative deltas. |
| image_style | Diagram- and data-led. Every exhibit is engine-rendered (matrix, journey map, comparison, timeline, principle grid). Photography only as an optional atmospheric hero behind the cover and closing — never on a content slide, never decorative. |
| forbidden | real BMW logos or wordmark glyphs as image assets, soft drop shadows, gradient fills on charts, decorative icons, emojis, rounded corners > 4px, two accent colours, uppercase tracked-out labels, topic-label titles, headline-only filler slides, photographs on content slides |
Neue Klasse — Authoring Guide
An executive automotive strategy deck at the bar of BMW Group corporate communications. Precise, technical, confident. Every slide is purpose-built for its content; the deck balances dense, structured information slides with a few that breathe.
Action titles, not topics
Every content slide's title is a complete-sentence claim, never a topic label. Read top to bottom, the titles alone carry the argument.
- Wrong: "Customer expectations"
- Right: "Premium customers expect the vehicle to fit naturally into their lives."
The motorsport tricolour is the signature
A thin three-segment bar (blue / cyan / red) appears in the masthead of every slide and as the accent on section markers, numerals and timeline nodes. It is the one recurring brand gesture. Never expand it into decoration; it stays a precise mark.
Density is a layout choice, never a type size
Vary the layout register across the deck. Type always stays readable (≈14–20px body). When a slide carries a lot, use a richer structure (multi-column grid, matrix, journey table, timeline) — never shrink the text.
- Editorial register:
cover, closing — one idea, large type, air.
- Balanced register:
principles, focus, matrix, comparison — a title, one structured exhibit, a so-what.
- Data-dense register:
expectations, journey-map, benefit-table, operating-model, roadmap — several organised zones, readable type, footnotes.
Colour discipline
- White ground on content slides; charcoal (#16181D) on cover, section markers and closing.
- BMW blue (#0066B1) is the single accent: highlighted data, numerals, key markers. Cool blue (#2E9BD6) is a secondary tint only.
- Red appears only inside the tricolour mark and on negative deltas. Never a second accent.
- Hairlines (#DCE0E5) for rules and gridlines.
Voice
- Lead with the conclusion. Confident, engineered, free of hedges.
- Sentence case everywhere. No tracked-out caps.
- If a slide could appear on a generic SaaS landing page, it is wrong for this deck.
