AAC Brand Guidelines

Page 1

BRAND GUIDELINES


These brand guidelines are a simple set of rules regarding the use of our logo, which font and colors to use and the style that will best communicate our brand. Within these guidelines you will find directions on the assets and applications that make up our brand identity.


CONTENTS STATIONERY

INTRODUCTION ABOUT US

1

LOGO PRIMARY LOGO BLACK & WHITE LOGO WHITE LOGO CLEAR SPACE MINIMUM SIZE POSITIONING DOs DON’Ts

2 3 4 5 6 7 8 9

COLORS PRIMARY COLORS SECONDARY COLORS

10 11

TYPOGRAPHY PRIMARY FONT SUBSTITUTION FONT USAGE INSTRUCTIONS NUMBERING BY LEVELS

12 13 14 15

BUSINESS CARD LETTERHEAD ENVELOPE

16 17 18

IMAGERY INTRODUCTION EXAMPLES

LOGO APPLICATIONS T-SHIRT SHOPPING BAG HAT MUG

19 20-23

24 25 26 27


I

INTRODUCTION


I

INTRODUCTION

ABOUT US

We are a young dynamic crea�ve team of so�ware engineers working in avia�on. We design and program the so�ware that runs baggage systems.

1


II I

INTRODUCTION LOGO


II

LOGO

PRIMARY LOGO The company logo is an important graphic element and must be used consistently and appropriately, even minor variations will undermine and compromise the image of the branding. This primary logo is our favorite and should always be used when circumstances allow. This is the clearest way we can represent our company visually.

2


II

LOGO

BLACK & WHITE LOGO

3

It's important to consider the different ways to use our logo, in black & white printing we should use the black and white logo, either the 3D or flat version.

3D VERSION

FLAT VERSION


II

LOGO

WHITE LOGO

4

When the primary logo can’t be used due to a lack of visibility we can use the white logo as a second option, either the 3D or flat version.

3D VERSION

FLAT VERSION


II

LOGO

CLEAR SPACE

Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. 1/4 of the logo width is used as a scale to measure the space to always leave from all sides of the logo.

5


II

LOGO

MINIMUM SIZE

To make sure our we've determined size for the digital printed material inches).

6

logo is always visible a minimum display usage (in pixels) and (in millimeters and 55 px / 15 mm / 0.6”


II

LOGO

POSITIONING

7

The following are the recommended positioning options for the logo, Wich depend on where the logo appears. The position is designed to maximize impact and leave a lasting impression.

Building signage:

Packaging:

Tradeshow:

Websites:

Primary exterior

Box

Primary view

Homepage

Documentation

Secondary view

Secondary pages

PowerPoint:

Business card:

Advertising:

Collateral:

Title page slides

Front and back

Single pages

Cover vs. interior

Section dividers


II

LOGO

DOs

8

11

1. 2.

This is our primary logo The black & white logo should be used in B&W printed items 3. The white logo should be used when the primary logo can’t be clearly visible 4. Both flat versions can be used when the 3D one is impossible to use.

4

2

3


II

LOGO

DON’Ts

1. 2. 3.

Don’t change the colors Don’t add a drop shadow Don’t put the logo on a background without sufficient contrast 4. Don’t modify the logo 5. Don’t rotate the logo 6. Don’t make an outline 7 Don’t Stretch or condense the logo 8. Don’t change the font 9. Don’t crop the logo

9

1

2

3

4

5

6

7

8

9


III II

COLORS LOGO


III

COLORS

PRIMARY COLORS

10

Color is a powerful component of our identity system. We have carefully chosen its color palette to create a cohesive identity for all of our communications. Our color system consists of a primary colors that is blue (three shades of blue) and four secondary colors: black, gray, white and yellow. The primary colors (and white) should be predominant in any design work (70% at least).

#052460 RGB 5 36 96 CMYK 100 93 32 28 PMS P 103-16 U

#143980 RGB 20 57 128 CMYK 100 89 21 7 PMS P 103-8 C

#4B70AD RGB 75 112 173 CMYK 77 56 6 0 PMS P 104-14 C


III

COLORS

SECONDARY COLORS

11

The primary colors can be complemented with our four secondary colors: black, gray, white and yellow. They can occupy up to 30 % of the design area.

BLACK

GRAY

WHITE

YELLOW

#000000 RGB 0 0 0 CMYK 75 68 67 90

#BFBFBF RGB 191 191 191 CMYK 25 20 20 0

#FFFFFF RGB 255 255 255 CMYK 0 0 0 0

#FFFF99 RGB 255 255 153 CMYK 3 0 49 0


IV III

TYPOGRAPHY COLORS


IV

TYPOGRAPHY

PRIMARY FONT

12

CALIBRI Calibri is our main font, it should always be the first option for all typography applications.

Aa

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890 (!@#$%&.,?:;)


IV

TYPOGRAPHY

SUBSTITUTION FONT

13

ARIAL Arial is the substitution font. It should be used if Calibri is not available.

Aa

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890 (!@#$%&.,?:;)


IV

TYPOGRAPHY

USAGE INSTRUCTIONS

14

Title of the text

TITLE

Sub�tle

SUBTITLE

Lorem ipsum dolor sit amet, “reque urbanitas accommodare duo ea”. Usu tamquam acc sata scriptorem eu. Possim co�dieque mei no, nullam placerat sit ut. Vis ta�on oportererea, et eum imperdiet consetetur vituperata.

BODY TEXT

Te prima accusamus his. Mea ad maiesta�s argumentum, no sit nihil adversarium, no dico denique efficiendi qui. Cibo malorum invenire vel no, nobis deterruisset his ex, per�nax senserit ne usu, ut vis quas dissen�et accommodare, duo consetetur temporib dolor ad. Agam possit mea cu. Qui ne sale dolorum admodum. Vero tota prodesset cu pri. Mea ea nisl sint dicta. Cum ut exerci laoreet. Delicata appellatur id vis, at eam erudi� dolorum. Ad mucius �bique assueverit pri, phaedrum omi�antsed ne. Causae maiesta�s ut eum, no duo novum aperiri, falli labitur senten�ae eu mea. Aperiam aliquam inciderint an eos, mea eu facilisi recteque, sea dictas debi�s vivendu et. Ut sit ponderum tacimates, integre iuvaret mei ad. Eu eum quod natum dolor pro omnes singulis in nullam placerat sit ut. Vis ta�on oportererea, et eum imperdiet consetetur. Te prima accusamus his. Mea ad maiesta�s argumentum, no sit nihil adversarium, no dico denique efficiendi qui. Cibo malorum invenire vel no, nobis deterruisset his ex, per�nax senserit ne usu, ut vis

Calibri Bold #052460

Calibri Medium #939598

Calibri Light #414042


IV

TYPOGRAPHY

NUMBERING BY LEVELS

HIERARCHY

LEVEL ONE Calibri Bold number

LEVEL TWO

Calibri Regular number

15

EXAMPLE 1. 2. 3.

LEVEL THREE Calibri Regular number

LEVEL FOUR Calibri Italic letter

LEVEL FIVE AND ABOVE Calibri Regular Bullet point than hyphen

4.

Title Title 2.1. Sub�tle 2.2. Sub�tle Title 3.1. Sub�tle 3.2. Sub�tle 3.3. Sub�tle 3.4. Sub�tle 3.4.1.1. Sub�tle 3.4.1.2. Sub�tle 3.4.1.2.a Subtitle 3.5. Sub�tle Title 4.1. Sub�tle 3.4.1.1. Sub�tle 3.4.1.2. Sub�tle


IV V

STATIONERY TYPOGRAPHY


V

STATIONERY

BUSINESS CARD

16

NAME SURNAME Func�on

+44 (0)208 396 4440 info@aac-ltd.com aac-ltd.com 2nd Floor, Abbey House 450 Bath Road Longford, Heathrow Middlesex UB7 0EB


V

STATIONERY

LETTERHEAD

17

Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, “reque urbanitas accommodare duo ea”. Usu tamquam acc sata scriptorem eu. Possim co�dieque mei no, nullam placerat sit ut. Vis ta�on oportererea, et eum imperdiet consetetur vituperata. Te prima accusamus his. Mea ad maiesta�s argumentum, no sit nihil adversarium, no dico denique efficiendi qui. Cibo malorum invenire vel no, nobis deterruisset his ex, per�nax senserit ne usu, ut vis quas dissen�et accommodare, duo consetetur temporib dolor ad. Agam possit mea cu. Qui ne sale dolorum admodum. Vero tota prodesset cu pri. Mea ea nisl sint dicta. Cum ut exerci laoreet. Delicata appellatur id vis, at eam erudi� dolorum. Ad mucius �bique assueverit pri, phaedrum omi�antsed ne. Causae maiesta�s ut eum, no duo novum aperiri, falli labitur senten�ae eu mea. Aperiam aliquam inciderint an eos, mea eu facilisi recteque, sea dictas debi�s vivendu et. Ut sit ponderum tacimates, integre iuvaret mei ad. Eu eum quod natum dolor pro omnes singulis in nullam placerat sit ut. Vis ta�on oportererea, et eum imperdiet consetetur. Te prima accusamus his. Mea ad maiesta�s argumentum, no sit nihil adversarium, no dico denique efficiendi qui. Cibo malorum invenire vel no, nobis deterruisset his ex, per�nax senserit ne usu, ut vis quas dissen�et accommodare, duo consetetur temporib dolor ad. Agam possit mea cu. Qui ne sale dolorum admodum. Vero tota prodesset cu pri. Mea ea nisl sint dicta. Cum ut exerci laoreet. Delicata appellatur id vis, at eam erudi� dolorum. Ad mucius �bique assueverit pri. phaedrum omi�antsed ne. Causae maiesta�s ut eum, no duo novum aperiri, falli labitur senten�ae eu. Lorem ipsum dolor sit amet, “reque urbanitas accommodare duo ea”. Usu tamquam acc sata scriptorem eu. Possim co�dieque mei no, nullam placerat sit ut. Vis ta�on oportererea, et eum imperdiet consetetur vituperata. Te prima accusamus his. Mea ad maiesta�s argumentum, no sit nihil adversarium, no dico denique efficiendi qui. Cibo malorum invenire vel no, nobis deterruisset his ex, per�nax senserit ne usu, ut vis quas dissen�et accommodare, duo consetetur temporib dolor ad. Agam possit mea cu. Qui ne sale dolorum admodum. Vero tota prodesset cu pri. Mea ea nisl sint dicta. Cum ut exerci laoreet. Delicata appellatur id vis, at eam erudi� dolorum. Ad mucius �bique assueverit pri, phaedrum omi�antsed ne. Causae maiesta�s ut eum, no duo novum aperiri, falli labitur senten�ae eu mea. Lorem ipsum dolor sit amet, “reque urbanitas accommodare duo ea”. Usu tamquam acc sata scriptorem eu. Possim co�dieque mei no, nullam placerat sit ut. Vis ta�on oportererea, et eum imperdiet consetetur vituperata.

AAC Ltd 2nd Floor, Abbey House 450 Bath Road Longford, Heathrow Middlesex UB0 7EB

AAC Ltd is a trading name of Aviation Automation & Control Limited. Registered at Companies House, England & Wales, Registration No.7660199 VAT No.122337645


V

STATIONERY

ENVELOPE

18

2nd Floor, Abbey House 450 Bath Road Longford, Heathrow Middlesex UB7 0EB


V VI

STATIONERY IMAGERY


VI

IMAGERY

INTRODUCTION

19

Our visual system and our brand design language use photography to convey our brand personality and establish a meaningful emotional connection with our customers. Each image we select makes an important statement about who we are. The narrative power of our photojournalistic style provides an authentic and unobtrusive view of real life as it happens. Photojournalism documents a true story and allows vulnerable imperfections to show through. It also creates an intimate connection between the subject of the photograph and the viewer. The best images leave a lasting impression because the viewer relates to the subject of the photo.

GENERAL INSTRUCTIONS 1. Capture authentic moments People should be shown at ease and content rather than posed, staged, or overly cheerful. Viewers are naturally more drawn in when people in a photograph appear real and truly engaged in their activity. Subject(s) should appear in natural positions and situations as if enacting a scene rather than being static and/or posed. Posing in perfect angles loses or destroys authentic connection. Capturing an authentic moment is similar to how one frame of a high-definition video can capture the essence and spirit of a moment. 2. Utilize authentic lighting Lighting should look natural even if it is artificial, and we should never be able to tell a photo is lit. Overuse of studio lighting can create an inauthentic feel. Use shots that capture natural light or that use a bounce to capture available light. Not all images need to be overly bright. Avoid shooting people on an isolated white background, which results in a loss of the environment’s context. 3. Present natural environments Do not clip people and objects out of their original environment. Do not show overly manicured environments. Allow little imperfections or “happenings” such as glare from a window, a slightly messy desk, or someone in mid-thought.


VI

IMAGERY

EXAMPLE

20


VI

IMAGERY

EXAMPLE

21


VI

IMAGERY

EXAMPLE

22


VI

IMAGERY

EXAMPLE

23


VII VI

LOGO IMAGERY APPLICATIONS


VII

LOGO APPLICATIONS

T-SHIRT

24


VII

LOGO APPLICATIONS

SHOPPING BAG

25


VII

LOGO APPLICATIONS

HAT

26


VII

LOGO APPLICATIONS

MUG

27


CONTACT US

+44 (0)208 396 4440 info@aac-ltd.com aac-ltd.com 2nd Floor, Abbey House 450 Bath Road Longford, Heathrow Middlesex UB7 0EB


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