BRAND GUIDELINES UPDATED: MARCH 15, 2013
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BRAND GUIDELINES
ABOUT THESE GUIDELINES As Aldi has evolved, we’ve adapted our identity to reflect the essence of our brand transformation. This enhancement has been successfully adapted by expanding marketing reach with developing new marketing tools such as Mobile Applications and Social Media. The new branding will encourage the growth of Aldi own branded products. The consistent use of these new guidelines will bring a unified messaging and continuity across the brand identity and language to consumers and our employees
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LOGO GUIDELINES
VISUAL CHARACTERISTICS As Aldi has evolved, we’ve adapted our identity to reflect the essence of our brand transformation.
THREE VISUAL CHARACTERISTICS SIMPLE
Our design personality is comprised of three distinct characteristics - each reinforcing the visual mood of our brand from a design perspective.
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CLEAN ORGANISED
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LOGO The Aldi logo is the face of our brand and a key element of our brand identity. Consistent use of the logo is essential to maintaining our identity and gaining instant recognition across all marketing channels and media. This is maintained through our standards for logo treatments and how they are applied in different situations.
LOGO PRIMARY LOGO The primary Aldi logo will appear on most Aldi communications. Whenever possible, use the full colour version of the Aldi logo. However, in black and white application, only use the grey scale version of the logo
COLOUR
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GREY SCALE
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ONE COLOUR
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SCALING
The logo should be scaled proportionally with minimum size of 10mm
SAFE AREA
The primary logo presentation is enhanced by maintaining a clear area to void off all imagery surrounding the logo.
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10mm
Minimum size
LOGO PRIMARY USAGE To protect the integrity of the Aldi logo, it is essential to follow the guidelines below regarding safe area, minimum size and scaling. These guidelines ensure that the Aldi logo remains clear, legible and consistent
COLOUR PALETTE
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COLOUR CHOICE Aldi has expanded its core colour palette with a range of related tones to add depth and dimension for a more engaging consumer experience. Our approach to colour is more bold and simple. The Aldi Blue and Grey serve as anchor points. Additional colours are derived from these two and serve specific purposes in complementing the brand
CMYK: 100, 95, 25, 13 RGB: 47, 52, 109 PANTONE: 294C
BLUE
CMYK: 27, 21, 21, 0 RGB: 187, 187, 187 PANTONE: Cool Gray 5
GREY
CMYK: 0, 28, 82, 0 RGB: 237, 188, 82 PANTONE: 123C
SAND
CMYK: 0, 70, 100, 0 RGB: 215, 110, 44 PANTONE: 173C
ORANGE CMYK: 71, 6, 7, 0 RGB: 101, 179, 218 PANTONE: 2995C
LIGHT BLUE
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CMYK: 0, 91, 100, 0 RGB: 207, 65, 42 PANTONE: 032C
RED CMYK: 100, 95, 25, 13 RGB: 47, 52, 109 PANTONE: 294C
BLUE
TYPOGRAPHY
TYPOGRAPHY Aldi typography is built around clarity and uniformity, The Aldi font, Akzidenz Grotesk, is designed to be legible in a range of sizes and weights. Unifying our communications around a single legible typeface creates a strong visual voice.
ALDI BRAND GUIDELINES
LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
BOLD ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
LIGHT ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
REGULAR BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
TYPOGRAPHY FONT WEIGHTS Akzidenz Grotesk light should be used as primary typeface. Akzidenz Grotesk regular bold should be used in price point, Information copy and signage
TYPOGRAPHY PRICE CARD For all printed prices, Aldi uses a variation of price cards. The size relationships between the lines of type and the price card should not change
PRICE TAG OUTLINE Remains constant regardless of the length of price
INFORMATION Product range, name and quantity must be shown
ESSENTIALS Baked Beans Each 56307 17
PRODUCT CODE Product code must always be shown ALDI BRAND GUIDELINES
23p
THE PRICE Always set in BOLD
BRANDING
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ADVERTISING Advertising should always follow brand guidelines in the treatment of type and the logo ALDI BRAND GUIDELINES
MOBILE MARKETING Aldi is now Expanding the marketing reach by developing improved marketing tools such as Mobile Applications and Social Media.
UNIFORM BLUE SHIRTS I
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The physical appearance of our blue shirt is a key brand element. One that designed to communicate down to earth approachability and present customers with a consistent face they can turn to.
JOE BLOGS STORE ASSISTANT
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