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.
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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.
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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.
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II
LOGO
MINIMUM SIZE
To make sure our we've determined size for the digital printed material inches).
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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
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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.
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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
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1
2
3
4
5
6
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III II
COLORS LOGO
III
COLORS
PRIMARY COLORS
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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
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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
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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
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STATIONERY
ENVELOPE
18
2nd Floor, Abbey House 450 Bath Road Longford, Heathrow Middlesex UB7 0EB
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STATIONERY IMAGERY
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IMAGERY
INTRODUCTION
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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.
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IMAGERY
EXAMPLE
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IMAGERY
EXAMPLE
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IMAGERY
EXAMPLE
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IMAGERY
EXAMPLE
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LOGO IMAGERY APPLICATIONS
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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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