A M S Brand Identity Manual
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What is
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Mark & Logotype Basics
A M S
1.1 From the founder 1.2 Mission Statement 1.3 Overview & Usage
2.1 2.2 2.3 2.4
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Mark & Logotype Units of Measurement Color Schemes Sizing SpeciďŹ cations
2.5 Typography
2.6 Proper Usage
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Design Applications 3.1 Stationery System 3.1a Business Card 3.1b Envelope
3.1c Letterhead
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Help & Contact Information 4.1 Questions
Section 1 This is
A M S
Section 1.1: From The Founder Welcome to the world of AMS! What is AMS? The three letters are intials of a name. On paper they are a simple acronym, but the name the acronym represents is more than ink on a surface. Other names can boldly stand out above generic titles. Hasbro, and Milton Bradley all unconsciously register in peoples’ minds. AMS also stands to be a name soaring above the rest. When using this manual remember to review the mission statement and reread all directions as to ensure quality. Each time our branding is viewed it reects on the owner who produced it.
Sincerely, Aaron Stroschein
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Section 1.2: Mission Statement The AMS brand is committed to bringing innovation and excellence to an audience of all ages. The entertainment and games we create are top notch and nothing less. As a company of highest merit, we strive for the best quality while giving the customer satisfaction.
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Section 1.3: Overview and Usage This manual provides an overview of of how to use the AMS mark and logotype graphically. These are not rules set in stone. These are guidelines on how to use the name. The steps in here will ensure acceptional quality if followed correctly.
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Section 2 Mark and Logotype Basics
Section 2.1: Mark and Logotype The main idea behind the mark and logotype is being deďŹ nitive. The three initials are Helvetica font, clean and crisp. The circles
represent a well-rounded person.The logo shows the viewer this person is a well-balanced individual who gets to the point.
A M S 1
Section 2.2: Units of Measurement The measurements for the mark and logotype are translated into units, but are most commonly referred to measurements of inches. One unit is equivalent to one inch. For more
information, refer to sections 2.3 for measurements or section 2.5 for font speciďŹ cations. If there are more questions, refer to the help section in the back of this manual.
1 unit = 1 inch
A M S
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Section 2.3: Sizing specifications When the standard of inches is not used, sizing specifications must be followed in proportion. Length of the logo is three times long to the one unit tall as
unit tall as the logo stands. See section 2.5 for more information about font specifications. For further questions see the help section of this manual.
length of mark = 3 units
A M S height = 1 unit
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Section 2.4: Color Schemes There are eight main colors used with AMS products. Intelligent Blue will be the main color to use for marketing purposes. The AMS stationery will always use Intelligent Blue as
its only display color. For more information on uses of the color usage, refer to section 3.1 and the subsections. For questions refer to the help section in the back of this manual.
Extroverted Black
Diligent Purple
Courageous Red
Sociable Brown
Organized Orange
ConďŹ dent Green
Aspiring Yellow
Intelligent Blue
(Pantone Process Black U)
(Pantone 186 U)
(Pantone 158 U)
(Pantone 108 U)
(Pantone 2425 U)
(Pantone 1545 U)
(Pantone Hexacon Green U)
(Pantone 293 U)
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Section 2.5: Typography The fonts used for branding are Helvetica Bold and Palatino. The standard font size is 30 pts for Helvetica as a maximum and 14 pts as a minimum. Palatino is used as a support
font. The Palatino font may be as big as 20 pts in size and as little as 10 pts in size when used with the logo. For more information see the help section of this manual.
Helevetica Bold
AaBbCcDdEeFfGg HhIiJjKkLlMmNnOo PpQqRrSsTtUuVv WwXxYyZz
Palatino AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*() AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*()
AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*()
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Section 3 Design Applications
Section 3.1: Stationery System The stationery system is the main route of communication used for AMS. The color used for this purpose is Intelligent Blue (Pantone 293 U). Measurements are
further explained in subsections 3.1a, 3.1b, and 3.1c. For more information on colors see section 2.4 or the help section in the back of the manual.
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Section 3.1a: Business Card The business card is the centerpiece of AMS portable contact information. The size is standard business card measurements. The logo is self-contained in an image ďŹ le. The weight
of the line below the job title is two points. A template is set up for further individual business card design. For more information see section 4.1 of this manual.
1/8 inch
1/4 inch 1/16 inch 1/16 inch 1/4 inch 1/16 inch 1/16 inch 1/16 inch 1/2 inch 1/8 inch 3/8 inch
3/8 inch
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Section 3.1b: Envelope This helps the graphic designer and the clients to communicate. An A10 template is set up for individual use. For more information see section 4.1 of this manual.
1/4 inch
1/4 inch 1/8 inch
1/16 inch
A M S 355 Wolf Valley Road Hiawatha, IA 52233 amsproducts@ams.com (319) 555-3821
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Section 3.1c: Letterhead The letterhead can be used to send out hardcopy documents to other places and people. It can also be used in conjunction with the envelope. The logo again is self-contained in
1/2 inch
an image ďŹ le. Only measurements around the logo and the personal information below will need to be taken. The stroke weight of the line is two points.
3 & 1/4 inches
1/2 inch
1/2 inch 1/16 inch 1/16 inch 1/16 inch 1/4 inch
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Section 4 Help & Contact Information
Section 4.1: Questions? To see more information about the products and their details, go to the AMS website:
home.mchsi.com/~aaronstroschein Click on the help page for a list of questions that are commonly asked. If there are any questions not answered on the site, contact Mr. Stroschein, the brand creator at 555-5582931.
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