Brand Identity
The Q-Park Brand Identity is all about how we present ourselves and how we want to be recognised and perceived by stakeholders. In essence it is a promise of what people can expect from us.
Brand identity
Our name, logo, colours, shapes and other visual elements in our parking facilities, services and promotions
Our language in communications
How we interact with customers
Our international consistency, in both tangible and digital materials
Brand image is the actual result of these efforts
Brand equity is the measurable totality of a brand's worth
The Q-Park trade name, an intangible fixed asset, was valued at EUR 73.4 million (acquisition by KKR Infrastructure in 2017)
Q-Park Brand Identity is a strategic marketing tool to support business development and increase customer satisfaction, with side effects such as economy of scale and reduced price sensitivity.
Q-Park's Brand Toolbox and Marketing Methods help Q-Park to distinguish itself from competitors.
Q-Park's Brand Custodian manages the Q-Park Brand and is focused on long term stewardship to create and maintain shareholder value.
This manual describes the Q-Park Brand Identity in detail and contains digital references, downloads and interaction options. Everyone in the Q-Park organisation who communicates internally and/or externally bears responsibility for adhering to, as well as building and maintaining the Q-Park Brand.
Guiding principles
Contact Corporate Brand & Communications
If you have questions, suggestions and/or additional requirements
When you wish to develop something new
If you wish to adapt something that already exists
Direct downloadable items are clearly indicated
Indirect downloadable items are clearly indicated (and can be found in Idefix)
Always use the Q-Park templates for Word, Excel and PowerPoint documents
By following the Q-Park Brand Identity guidelines for all our expressions, in-house, online and in print, we all contribute to ‘Quality in parking’ and reinforce the Q-Park Brand.