AIG Visual Strategy Guide by Eugene Gushchin Student project for Nature of Identity class Academy of Art University, 2017
AIG Visual Strategy Guide by Eugene Gushchin Student project for Nature of Identity class Academy of Art University, 2017
AIG Visual Standards Guide by Eugene Gushchin Student project for Nature of Identity class Academy of Art University, 2017
AIG _ Visual Standards Guide
“WE WANT AIG BRAND TO BUILD UPON ITS HERITAGE WHILE ESTABLISHING ITSELF AS A GLOBAL COMPANY THAT PUSHES THE LIMITS OF WHAT’S POSSIBLE.”
Introduction
GUIDELINES PROMISE The AIG brand is more than a name, it’s our most valuable asset. This Brand Guidelines embodie a set of values, attributes and artwork that reflects the spirit of our company. We want you to become advocates for our brand and to help you to use it consistently. With your help we will reinforce our position as one of the world’s premier businesses.
A different view
Brand identity principles
You’ll find more detailed information about the brand identity at
This book is a short overview of our guidelines, illustrating how to apply the visual components of our brand. It includes directions on how to use our signatures, colors, and typefaces.
www.wegotyoucovered.online/ brandingportal.com
These principles are designed to make life easier for anyone working with AIG brand, both in consumer and professional sectors. Think of them as a tool to build a consistent impression of AIG. We will all benefit by using these guidelines in our everyday work. This way we will all contribute to a stronger, more interesting and well-known brand. We hope you will join us in our efforts to strengthen and expand this already wonderful part of AIG heritage.
AIG _ Visual Standards Guide
Table of Content
TABLE OF CONTENT
1
2
3
Identity Elements
Business System
Broader Reach
8-9
New Identity
24
Business Card
36-37 Brand Universe
10-11
Logo Anatomy
25
Envelope
38-39 New Businesses
12-13
Logo Versions
26-27 Letterhead
14-15
Approved Sizes
16-17 Inappropriate Usage 18-21 Typography
IDENTITY ELEMENTS
The chapter contains the summary of the brand assets, including the logotype versions, typography, and visuals. It sets the ground rules of presenting AIG brand.
Identity Elements 8-9
New Identity
10-11
Logo Anatomy
12-13
Logo Versions
14-15
Approved Sizes
16-17 Inappropriate Usage 18-21 Typography
page _12
AIG _ Visual Standards Guide
AMERICAN INTERNATIONAL GROUP New AIG logotype is visually interpreted the company name initials as two triangles pointing the opposite directions. Combined with the overall stability of the shape, such a visual treatment sets the massage that whatever the ups & downs, AIG got you covered.
page _13
1. Identity Elements _ New Identity
page _14
AIG _ Visual Standards Guide
1/2x
1/2x
2x
2x
x
2x
page _15
1. Identity Elements _ Logo Anatomy
LOGOTYPE ANATOMY NEW AIG IDENTITY IS AN ACRONYM OF THE NAME WHICH IS VISUALLY INTERPRETED AS TWO ARROWS POINTING IN DIFFERENT DIRECTIONS. The new AIG logomark visually showcases the versatality of the brand and symbolizes the ide that we cover you no matter what, if the things are going up or down.
Letterform Idea
Pointing arrows
We gained a lot of experience in understanding the nature of risks in unique and complex cases that they can now expand into preventive risk management.
Risk prevention services for unique and specialty risks.
Logo dynamics Whatever it’s that you are doing, we’ve got you covered.
page _16
AIG _ Visual Standards Guide
LOGO VERSIONS The approved logotype is available as a download in a variety of formats including vector. It should not be recreated individually as all the spacial relationships are different.
page _17
1. Identity Elements _ Logo Versions
B&W Logo Our black and white approved logo variations.
Color Logo Our main colors are black and white so for the colored version of the logo we recommend you to use a reversed version, on black.
Alternative logos You can use our main colors for logo, as long as it stays monochrome.
page _18
AIG _ Visual Standards Guide
SIGNATURE 5.0’
1.0’
6.0’’
2.0’’
0.5’’
0.1’’
DO NOT USE BELOW THIS SIZE
MARK ONLY
TYPE ONLY
page _19
1. Identity Elements _
APPROVED LOGO SIZES It’s important to follow the instructions outlined on this page for consistent brand messaging. To ensure that logotype is legible at a particular size, we have developed recommendations. Please refer to the sizing chart to determine what logotype version is appropriate in your case.
page _20
AIG _ Visual Standards Guide
INAPPROPRIATE LOGO USAGE As a rule of thumb, stick to the supplied files and do not attempt to recreate insignia or the wordmark.
Do not stretch, squeeze or manually distort the shape of the logo
Do not use the logo as just the outlines of the iconmark on any surface
Do not add borders to any replication of the logo or to separate from background
page _21
1. Identity Elements _
Do not apply gradient effects to the fill or opacity of the logo; the colors always have to be solid
Do not rearrange/realign the logotype with the icon other than indicated in logo usage metrics
Do not individually color any element other than in the specified manner by the AIG logo usage metrics
page _22
AIG _ Visual Standards Guide
Avenir Type Family “The quality of the draughtsmanship – rather than the intellectual idea behind it – is my masterpiece. (...) It was the hardest typeface I have worked on in my life. Working on it, I always had human nature in mind. And what’s crucial is that I developed the typeface alone, in peace and quiet — no drafting assistants, noone was there My personality is stamped upon it. I’m proud that I was able to create Avenir.” — Adrian Frutiger
page _23
1. Identity Elements _
TYPOGRAPHY While Adrian Frutiger has created such famous typefaces as Univers or Frutiger, another matter has remained very close to his heart — the design of his linear sans serif — the Avenir. In 1988, the Swiss typeface designer first presented Avenir to the public, which already at that time marked an excellent alternative to other well known typefaces such as Futura or Avant Garde. Compared to the mere metric construction of other typefaces, Avenir was convincing because of its optical construction which lent it a more humane appearance, as seen, for instance, in the classically drawn “a”. Avenir was originally released with 6 weights for which Frutiger had carefully selected the increments in line thickness. In typographical practice, however, this proved to be a limiting factor, along with the missing bold weights. Hence, the true potential of Avenir as a contemporary typeface failed to be recognized. Ward, S (2010) "Avenir Typeface Genealogical Study"
Adrian Frutiger has completely reworked the Avenir type family in close cooperation with Akira Kobayashi, Type Director at Linotype. The result is the Avenir Next with harmoniously incremented weights and matching condensed versions.
page _24
AIG _ Visual Standards Guide
Captions Avenir Next Regular 6 / 12 pt
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Body copy Avenir Next Regular 9.5/ 12 pt
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Subheads Avenir Next Bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Chapter Headings Avenir Next Bold, All Caps 24 / 24 pt
ABCDEFGHIJKLMNOP QRSTUVWXYZ
page _25
1. Identity Elements _
Avenir Next in use The great thing about Avenir is it’s versatility. It can be used for headlines and display type, or it makes a perfectly fine body type. A lot of times, it can be used as an accent font to other display fonts because it is stylistic but versatile at the same time. Compared to Helvetica, the most neutral typeface of all time, Avenir has a bit more of a younger and modern feel. Oftentimes Helvetica is seen as too neutral and boring in certain designs, so that is where Avenir comes into play. It is the middleman between the extreme neutralism of Helvetica and the high modernism of Futura.
AIG // Visual Strategy Guide
BUSINESS SYSTEM
AIG brand elements are manifested in the proposed business system.
Business System 24
Business Card
25
Envelope
26-27 Letterhead
page _28
AIG _ Visual Standards Guide
2 in
3 in
Card info
AMERICAN INTERNATIONAL GROUP Eugene Gushchin creative director
1400 smith street Houston, TX 77002
m. +1 415 233 9298 egushchin@aig.com
t. +1 020 7800 8000 f. +1 020 7800 8800 www.aig@com
The Business card includes 1. AIG’s logotype, 2. employee name, 3. position, 4. phone number, 5. personal e-mail, 6. company address, 7. phone number, 8. fax number and finally 9. website.
Business card The card size is 3 in x 2 in doublesided. Logotype width 1 in. The typeface used Avenir Next Regular 6/8pt.
2. Business System _
page _29
1400 smith street houston, tx 77002
Envelope The envelope size is 9.5 in x 4.125 in. Logotype width 1.15 in. The typeface used Avenir Next Regulart 8/12.
9.5in
Envelope info The envelope includes
1. AIG’s logotype, 2. employee name, 3. position, 4. phone number, 5. personal e-mail, 6. company address, 7. phone number, 8. fax number and finally 9. website.
4.125in
page _30
AIG _ Visual Standards Guide
1400 Smith street Houston, TX 77002
t. +1 020 7800 8000
our mission:
INSTEAD OF COVERING THE COSTS OF SOMETHING THAT HAS HAPPENED ALREADY, WE WILL WORK ON PREVENTING THE CLAIMS HAPPENING ALTOGETHER.
f. +1 020 7800 8800 www.aig.com
8.5in
11in
page _31
Letterhead The letterhead size is 8 in x 11 in. Logotype width 1.15 in. The typeface used Avenir Next Regular 9.5/12.
Letterhead info The letterhead includes 1. Enron’s logotype, 2. company address, 3. phone number, 4. fax number and finally 5. website.
2. Business System _
page _32
AIG _ Visual Standards Guide
page _33
2. Business System _
BROADER REACH
AIG reached to the point when we operate globally in almost every geographical location. We serve communities in Africa, Americas, Australia, Europe and Asia. In this chapter, we are sharing our vision for the future products and services.
Broader Reach 36-37 Brand Universe 38-39 New Businesses
page _36
AIG _ Visual Standards Guide
FOR INDIVIDUALS H
P
E
F
1.1 // AIG Stay Well
H
P
E
F
2.1 // AIG Celebrity Shield
H
P
E
F
1.2 // AIG Get Better
H
P
E
F
1.3 // AIG Live Again
H
P
E
F
2.3 // AIG Identity Security
H
P
E
F
4.3 // AIG Financial Education
H
P
E
F
1.4 // AIG Family planning
FOR BUSINESSES H
P
E
F
3.1 // AIG Body Guards
H
P
E
F
4.1 // Portfolio Protection
H
P
E
F
2.2 // AIG Shadow
H
P
E
F
3.2 // AIG Casus Fortuitus
H
P
E
F
4.2 // AIG 360o
H
P
E
F
3.3 // AIG Surveillance Drones
H
P
E
F
4.4 // AIG Tax Relief
3. Brand 1. Broader Divisions Reach __ Brand Universe
page _37
BRAND CHART AIG offers it’s products and services to cover all business and personal needs of security and protection regardless of how unique the risks are. We have a century long experince in operating under vastly different conditions ranging from WWII and Oil crisis of 1970’s till Cyber age and Edward Snowden CIA leaks.
1.3
1.1
3.2
2.3
2.1
Individuals
4.1
Businesses
3.1
1.2
3.3 1.4
Legal
4.3
4.2 4.4
2.2
Illegal
page _38
AIG _ Visual Standards Guide
1 Unique risks
Health We provide you with all kinds of biological enhancement eliminating the risk of deseases. 1.1 // AIG Stay Well You pay your subscribtion only if you are well and stop paying when you get sick. 1.2 // AIG Get Better Our all-stars team of doctors offers your a series of biohacking treatments that will bring up the best of you.
Specialty risks
1.4 // AIG Live Again We contract the world leading scinetists to focus on extending your life and hoping to reverse aging. 1.4 // AIG Family planning Kids are the future, so AIG offers you services to raise your chances of having brighter future.
page _39
3. Brand 1. Broader Divisions Reach __ New Businesses
BRAND EXTENSIONS 2
3
4
Publicity
Environmental
Financial
We protect you from discreditation, blackmail and all sorts of threats to your reputation.
We protect you from the risks that are coming from the outside, including other people or natural disasters.
We protect your wealth from national debt crises and market downturns.
2.1 // AIG Celebrity Shield
3.1 // AIG Body Guards
4.1 // AIG Portfolio Protection
We offer you unprecedented coverage from blacmailing and ransom demand.
Our professional crew of body guards and security service professionals are at your service.
You can ensure your investment portfolio against market crashes for a lifetime.
2.2 // AIG Shadow
3.2 // AIG Casus Fortuitus
4.2 // AIG 360o
We make sure your identity aren’t exposed against your will.
We offer a unique protection against natural deisasters and war conflicts.
Insider trading information from around the world to advance your portfolio.
2.3 // AIG Identity Security
3.3 // AIG Surveillance Drones
4.3 // AIG Financial Education
We manage and oversee your online assets and making sure you privacy is secured.
We provide you with a number of tailored robots/drones that can tacle the unexpected.
AIG is striving to arm you with the necessary knowledge, so there will be likely you’ll need to use your coverge. 4.4 // AIG Tax Relief We help you prepare, monitor your taxes and cover any tax issues you may have.
AIG _ Visual Standards Guide
AIG _ Visual Standards Guide
THANK YOU! CLOSING REMARKS AND AFTERTHOUGHTS So that’s AIG, we hope these guidelines have given you the idea of what we aim for our brand communication.
Afterthoughts
To our partners. These guidelines are for the use of AIG design teams and agencies only. Please refer to our partner wiki for guidelines specific to the work you are producing, be it an event, retail signage or packaging. You can request information about our partner wiki from your regular contact person at AIG. Thank you and keep up the great work.
A final thought.
A different view.
If you’re ever in doubt, just refer back to this document. We don’t ask for much, just a little love and respect for our brand.
The AIG Brand Book can also be viewed online.
We think it’s a pretty flexible system that allows creativity, so give it your best shot. And make us proud.
Please visit aig.com/go/brand user name: aig.brand password: br4nd
AIG _ Visual Standards Guide
SOURCES Chapter 1 _ Brand Research • AIG Logotype evolution http://logos.wikia.com/wiki/AIG#1987.E2.80.932912 • Visually similar logos: http://www.logobook.com Chapter 2 _ Identity Development • Opening photo: https://themighty.com/wp-content/uploads/2017/06/ ThinkstockPhotos-504110530-1280x427.jpg?v=1498168310
Colophon
All content for AIG Visual Strategy Guide was collected or created and designed by Eugene Gushchin: www.egushchin.com egushchin@me.com Art direction Hunter Lewis Wimmer, Academy of Art University Copyright Š 2017 Eugene Gushchin The images and copy of this book are used in accordance with the Creative Common License. This book is a noncommercial student project and thus considered a derivative work under the Fair Clause of U.S. Copyright Law.
AIG _ Visual Standards Guide
AIG BRANDING STANDARDS EMBODIES ALL THE NECESSARY ELEMENTS AND DIRECTIONS TO DELIVER A CONSISTENT MESSAGE ACROSS ALL OUR GEOGRAPHICAL REGIONS AND FIELDS OF OPERATIONS. WE ARE LOOKING FORWARD TO YOUR WORK.