BRANDBOOK
TABLE OF CONTENTS 4
brand manifesto
5 logos 6 colors
© 2016 AMERICAN ADVERTISING FEDERATION AT ILLINOIS
7
copy and tone of voice
8
typography: print
9
typography: web
AAF BRAND BOOK | 2
TURNING PASSION INTO
POSSIBILITIES © 2016 AMERICAN ADVERTISING FEDERATION AT ILLINOIS
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BRAND MANIFESTO AAF is more than what words can convey... We can be seen for our bright minds Unafraid to step outside limitations … Starting from different paths, curiosity drives us here Unfamiliar faces become welcoming and encouraging Passion fuels our hearts making the impossible become reality … Endless opportunities bring us closer In partnership, as an organization, a community We become a part of one another’s support and motivation … Time and energy invested here go beyond the years As friendship and networks unite We believe brilliancy is not an option but an instinctive act ... Our minds consume creativity and thirst for knowledge Quenched only by the desire to excel in our future Turning passion into possibilities
© 2016 AMERICAN ADVERTISING FEDERATION AT ILLINOIS
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1.
LOGOS 1. AAF ILLINOIS LOGO It is at the discretion of the designer to determine which logo, black or white, is best suited. AAF ILLINOIS LOGO BLACK
AAF ILLINOIS LOGO WHITE
2. COMMITTEE LOGOS It is at the discretion of the designer to determine which logo, black or white, is best suited.
2.
© 2016 AMERICAN ADVERTISING FEDERATION AT ILLINOIS
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1.
COLORS AAF ILLINOIS LOGO BLACK
AAF ILLINOIS LOGO WHITE
CMYK RGB HEX
CMYK 0, 0, 0, 0 RGB 255, 255, 255 HEX #ffffff
0, 0, 0, 100 0, 0, 0 #000000
1. LOGO COLORS These are our logo colors. Use them sparingly so as not to outshine our logo. 2. SUPPORTING COLOR PALETTE These make up our core color palette.
2.
3. PERCENTAGES Use the following color palette and the corresponding percentages when making color decisions in marketing and design material. DARK GREY WHITE CMYK 67, 60, 59, 44 CMYK RGB 67, 67, 67 RGB HEX #434343 HEX
SALMON 0, 0, 0, 0 CMYK 0, 64, 46, 0 255, 255, 225 RGB 243, 124, 118 #ffffff HEX #f47d76
LIGHT BLUE CMYK 66, 0, 20, 0 RGB 53, 193, 207 HEX #35c1cf
3.
15%
30%
40%
© 2016 AMERICAN ADVERTISING FEDERATION AT ILLINOIS
15%
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COPY AND TONE OF VOICE Our writing style is professional, not casual, human, not full of industry jargon, determined, not vague.
© 2016 AMERICAN ADVERTISING FEDERATION AT ILLINOIS
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TYPOGRAPHY: PRINT GOTHAM BOOK
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Typography is an extremely key element to the American Advertising Federation at Illinois’s brand identity. To pursue a strong presence in marketing and design material, we have chosen GOTHAM as our font.
GOTHAM BOLD
GOTHAM is strong, but does not over do its part. When writing headlines, use GOTHAM CAPS. When using GOTHAM for body copy, use sentence case. Mixing cases and weights in headlines is okay too.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
© 2016 AMERICAN ADVERTISING FEDERATION AT ILLINOIS
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TYPOGRAPHY: WEB PROXIMA NOVA REGULAR
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Use Proxima Nova, regular or bold, in all web design.
PROXIMA NOVA BOLD
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
© 2016 AMERICAN ADVERTISING FEDERATION AT ILLINOIS
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created by Nathan Flores, Jane Lee, Daniel Stillman, Alex Studer, and Annie Keller