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.