AA Brand Guidelines by Lukasz Kulakowski

AA brand guidelines 2009

Contents

1.0 Introduction 1.1 1.2 1.3

The AA ‘AA For the road ahead’ The AA brand values

5.0 Typography 3 3 3

2.0 Brand mark 2.1 2.2 2.3 2.4 2.5 2.6

The brand mark Exclusion zone Minimum size Usage When to use it When not to use it

4 4 4 5 6 7

The product strip 8 Usage 9 Marketing AA products with partners 10 Exceptions 11

4.0 Logo 4.1 4.2 4.3 4.4 4.5 4.6

The logo Exclusion zone Usage Production guidelines Usage with product names Logos for 3rd parties

Font Typesetting Telephone and URL placement

17 18 19

6.0 Colour

3.0 Product strip 3.1 3.2 3.3 3.4

5.1 5.2 5.3

11.0 Product extensions

12 12 13 14 15 16

6.1

The AA colour palette

7.0 Photography 7.1 7.2

Overview Usage

21 22

Layout Icon style Illustration style

23 24 25

9.0 Language and copy 9.1 9.2 9.3 9.4

Tone of voice Examples How to use the brand name Additional guidelines

26 27 28 29

10.0 People 10.1

How we talk to our customers

Cross-selling Product development and licensing

31 32

12.0 Vehicle livery 12.1 12.2 12.3

Breakdown Cover Other vehicles Driving School

33 34 35

13.0 Internal communications 13.1

Drive magazine

14.0 Key examples

8.0 Graphics style 8.1 8.2 8.3

11.1 11.2

14.1 14.2 14.3 14.4 14.5 14.6 14.7 14.8 14.9

Stationery Newspaper advertisements Direct mail Brochure Atlas Online Membership card Members’ Club Car Essentials

37 38 39 40 41 42 43 44 45

15.0 Obtaining materials

16.0 Contact details

47 Contents

2009

1.0 Introduction

1.1 The AA

1.2 ‘AA For the road ahead’

1.3 The AA brand values:

The AA has looked after Britain’s motorists for over 100 years and is a leading and expert brand that is trusted and relied on by millions of customers every day.

We have developed a new brand line which recognises our history in motoring and anticipates the new products and services of the future.

Reliable - knowing that the AA is always there when you need us.

We now need to build on our heritage and reach into the future with new products and services.

In customers’ minds ‘For the road ahead’ refers to the literal road and therefore makes sense of everything from breakdowns to maps and even motoring holidays. It also refers to the metaphorical road of the future, so fits well with planning for the future products like loans or ‘just in case’ necessities like insurance.

Honest - you can trust what the AA says. Expert - the AA has the knowledge and expertise to meet your needs. Innovative - the AA anticipates your needs and provides products and services that address them.

“For the road ahead just feels right for the AA. It’s what they do: they make sure you are prepared for the road ahead.” “It’s about anything you have to plan or prepare for. It could be anything to do with life or travel.” The line also reinforces the newly defined brand values.

1.0 Introduction

2009

2.0 Brand mark

2.1 The brand mark

2.2 Exclusion zone

The brand mark is the fixed combination of the AA logo and ‘For the road ahead’ brand line.

The brand mark should always be given reasonable space. It should never be butted up against any other element, or surrounded by clutter. For publishing and online, the 1/2x clearance zone can be reduced to 1/4x. 1/2 x

1/2 x

x = width/height of logo

1/2 x

x = width/height of logo

2.3 Minimum size 1/2 x 8mm

<8mm

8mm

<8mm

8mm for height of AA logo. If you need to print the ‘AA For the road ahead’ brand mark smaller, then the ‘For the road ahead’ may not print out. In these instances we would suggest just using the AA logo. 2.0 Brand mark

2009

2.0 Brand mark

2.4 Usage Below is the version of the brand mark which should be used wherever possible. Youâ&#x20AC;&#x2122;ll see that the black border on the AA logo is thicker than that used in the past. EPS and jpeg logos are available to download from theAAbrand.co.uk

On a black background in yellow

On a yellow background in black

On a coloured background

On a photographic background

On a white background.

In mono:

2009

On a black background in white

2.0 Brand mark

On a white background in black

2.0 Brand mark

2.5 When to use the brand mark The brand mark should ideally be used when the AA is the lead brand on any piece of communication. By using it in place of any previously used brand lines and logos, we will steadily build a consistent brand image in our customersâ&#x20AC;&#x2122; minds, uniting all our business units and helping us present a clear business philosophy to the world.

2.0 Brand mark

2009

2.0 Brand mark

2.6 When not to use the brand mark Although the brand mark is recommended to be used in the majority of cases, there are a few exceptions. Specifically, the brand mark does not have to be used: • On sold or promotional merchandise that isn’t linked to motoring or travel – E.g. Publishing – Illustrated Reference Books and Lifestyle Guides • When simplicity is essential – E.g. On AA signs or AA hotel signs • Once the brand mark has already been introduced – E.g. If the brand mark has been used on the outside of brochures it does not need to be repeated again inside • When the AA isn’t the lead brand – See 3.3 for further details In these instances, the AA logo may be used on its own. If you wish to use it on its own in another instance, please contact the brand team prior to use.

2009

2.0 Brand mark

When used by 3rd parties, alternative logos may be used – see 4.6 for details.

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3.0 Product strip

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3.1 The product strip

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Example Call us on 0800 085 7248 eget est vel tellus adipiscing rhoncus. Ut eros tellus, ornare ac, ultrices ac, gravida vel, nunc.

The product strip has been designed to link the product and the brand mark on the page. How they sit together should be consistent, as adjacent:

Yours sincerely

• The product name should always go on the left in Frutiger 65 bold and the brand mark on the right

Mr Sample AA Product Name

• When working with briefs that require a significantly different size, you should adjust the measurement shown here proportionally

• You may wish to use the product strip as a headline panel, in these instances the product name type may be larger

1/2 x

EPS and jpeg templates are available to download from theAAbrand.co.uk

1/2 x z

Car Insurance

x = width/height of logo • See previous exclusion zone rules

A = Product name

• Always line up with the base line of the AAs in the logo • Always write in Title Case

y = distance of strip from edge

z = height of strip • Choose between 10% – 30% of overall artwork height • Adjust visually to match the guideline examples in 14.0

2009

B = Brand mark • Always centre vertically within the strip

3.0 Product strip

• Width of portrait artwork >A3 = 8mm A4 = 4mm A5 = 4mm A6 = 4mm <A7 = 2mm

• Size of uppercase type should = y

3.0 Product strip

3.2 Usage

Secondary examples

The examples below should be used wherever possible. EPS and jpeg A4 product strips are available to download from theAAbrand.co.uk For other size and placement options see guidelines on 3.1. Car Insurance

Car Insurance

Primary examples Car Insurance

Car Insurance

Car Insurance Car Insurance

Car Insurance

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Car Insurance

3.0 Product strip

Car Insurance

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Car Insurance Car Insurance

2009

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3.0 Product strip

3.3 Marketing AA products with partners When the brand mark is being used together with the logo of an affiliate, both the brand mark and the affiliateâ&#x20AC;&#x2122;s logo should have their own separate spaces on the page. This helps maintain the integrity of the individual brands. When the AA is the lead brand, we should dictate the position of each logo on the page and how they relate to each other, which should be consistent with the examples below. When the AA is the sub brand, please use one of the examples below.

Lead brand In association with In association with

Savings Savings

Sub brand Most ideal

The Automobile Association Fanum House Basing View Basingstoke Hampshire RG21 4EA

Mr AB Smith Sample House Sample Street Sample Town Sample County AB12 3CD

theAA.com

Sample County AB12 3CD

Mr AB Smith Sample House Sample Street Sample Town Sample County AB12 3CD

AA Membership No: XXXXXXXXX

Dear Mr Smith,

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Yours sincerely

Mr Sample Senior Manager Lloyds TSB

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2009

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Mr AB Smith Sample House Sample Street Sample Town Sample County AB12 3CD

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Mr Sample Yours sincerely

Mr Sample Yours sincerely Senior Manager

Yours sincerely Lloyds Mr Sample Lloyds TSBTSB

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accumsan, mauris sapien lacinia lectus, sit amet rhoncus augue nibh non ipsum. Suspendisse potenti. In hac habitasse platea dictumst. AA Savings

Breakdown Cover

Senior Manager Senior Manager

Senior Manager Lloyds TSB

Lloyds TSB

with

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augue. Curabitur ante. Ut vel eros. Phasellus quis sapien ut neque volutpat posuere. Etiam vestibulum dolor in diam. Cum sociis natoque penatibus et magnis Mr dis Sample parturient montes, nascetur ridiculus mus. Praesent vel mi quis justo bibendum convallis. Phasellus luctus eleifend massa. Morbi mattis, elit eu scelerisque accumsan, mauris sapien lacinia lectus, sit amet rhoncus augue nibh non ipsum. Suspendisse potenti. In hac habitasse platea dictumst.

AA Savings

Fleet Europe

tellus adipiscing rhoncus. Ut eros tellus, ornare ac, ultrices ac, gravida vel, nunc.

with

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dis parturient nascetur ridiculus velquis mi quis justo bibendum convallis. Phasellus luctus massa. Morbi mattis, elitscelerisque eu scelerisque Lorem ipsum dolor sitmontes, amet, consectetur adipiscing elit. Praesent Nam vel ac augue vitae ipsum ornare facilisis. Donec porta tincidunt est.eleifend Vestibulum sollicitudin. Fusce dis parturient montes, nascetur ridiculus mus.mus. Praesent mi justo bibendum convallis. Phasellus luctus eleifend massa. Morbi mattis, elit eu Mr Sample accumsan, mauris sapien lectus, ametutrhoncus augue posuere. nibh nonEtiam ipsum. Suspendisse In hac habitasse platea dictumst. augue. Curabitur ante. Ut vel eros.lacinia Phasellus quis sit sapien neque volutpat vestibulum dolor potenti. in diam. Cum sociis natoque penatibus et magnis accumsan, mauris sapien lacinia lectus, sit amet rhoncus augue nibh non ipsum. Suspendisse potenti. In hac habitasse platea dictumst.

dis parturient montes, nascetur ridiculus mus. Praesent vel mi quis justo bibendum convallis. Phasellus luctus eleifend massa. Morbi mattis, elit eu scelerisque AA accumsan, Savings mauris sapien lacinia lectus, sit amet rhoncus augue nibh non ipsum. Suspendisse potenti. In hac habitasse platea dictumst.

Breakdown Cover Breakdown Cover Fleet Europe

Automobile Association TheThe Automobile Association Fanum House Fanum House Basing View Basing View Basingstoke Basingstoke Hampshire RG21 Hampshire RG21 4EA4EA

Sample House Sample House Sample Street Sample Street Sample Town Sample Town Sample County Sample County AB12 AB12 3CD3CD

Mr AB Smith Sample House Sample Street Sample Town Sample County AB12 3CD

theAA.com theAA.com

theAA.com

AA European forflfleet eetcars cars for Breakdown Cover for fleet cars

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AAEuropean European AA BreakdownCover Cover Breakdown

The Automobile Association Fanum House January 2009 January 2009 Basing View Basingstoke Hampshire RG21 4EA

Loremipsum ipsumdolor dolorsitsitamet, amet,consectetuer consectetuer Lorem January 2009 adipiscingelit. elit.InInpede. pede.Present Present10% 10%discount* discount* adipiscing

augue, dignissim risus ligula ligula. Morbi odio. Fusce augue, et et dignissim risus ligula ut ut ligula. Morbi sedsed odio. Fusce nisinisi Dear Mr Smith,

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Call Yours us onsincerely 0800 085 7248 eget est vel tellus adipiscing rhoncus. Ut eros tellus, ac, ultrices ac, gravida vel, nunc. Mr Sample Mrornare Sample

augue. Curabitur ante. Ut vel eros. Phasellus quis sapien ut neque volutpat posuere. Etiam vestibulum dolor in diam. Cum sociis natoque penatibus et magnis Mr Sample

Membership XXXXXXXXX AAAA Membership No:No: XXXXXXXXX

AA Membership No: XXXXXXXXX

Call us on 0800 085 7248 eget est vel tellus adipiscing rhoncus. Ut eros tellus, ornare ac, ultrices ac, gravida vel, nunc.

Senior Manager Lloyds TSB

January 2009

Dear Mr Smith,

Yours sincerely

theAA.com

AA European Breakdown Cover Lorem ipsum dolor sit amet, consectetuer eet cars adipiscing elit. Infor pede.fl Present 10% discount*

AA Membership No: XXXXXXXXX

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The Automobile Association Fanum House Basing View Basingstoke Hampshire RG21 4EA

Mr Smith AB Smith Mr AB Sample House Sample House Sample Street Sample Street Sample Town Sample Town Sample County Sample County AB12 AB12 3CD3CD

January 2009

Dear Mr Smith, Ut eros tellus, ornare ac, ultrices ac, gravida vel?

Least ideal

Call us on 0800 085 7248 eget est vel tellus adipiscing rhoncus. Ut eros tellus, ornare ac, ultrices ac, gravida vel, nunc.

Breakdown Cover

theAA.com

Mr AB Smith Sample House Sample Street Sample Town Sample County AB12 3CD

In association with

Smith Savings Mr Mr AB AB Smith

eros tellus, ornare Ut Ut eros tellus, ornare ac,ac, ultrices gravida vel? ultrices ac,ac, gravida vel?

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vel mi. Mauris molestie tellus Sed vitae ligula. Sed a urna. Nullam tristique nunc vitae nisi. condimentum. condimentum. Ut sapien sapien, varius sapien sapien, varius et dui. Sed neque est,Ut suscipit Pellentesque vel lacus vel justo tincidunt iaculis. Integer cursus pede et tincidunt, mollis vitae, iaculis id, laoreet vitae, suscipit eu. tincidunt, mollis vitae, iaculis purus. DonecCurabitur placerat. Vestibulum aliquam dolor ipsum. Donec non, massa. Cras aliquet consectetuer metus vel mi. Mauris molestie tellus dui. Sed non, massa. Cras aliquet Curabitur consectetuer metus vel mi.nec Mauris molestie tellus et et dui. Sed condimentum. Ut sapien sapien, varius turpis. Donec eget neque suscipit laoreet vitae, suscipit turpis. Donec eget estest vel vel neque est,est, suscipit id,id, laoreet vitae, suscipit eu,eu, est.est. tincidunt, mollis vitae,tellus iaculis tellus adipiscing rhoncus. adipiscing rhoncus. Ut Ut non, massa. Cras aliquet Curabitur consectetuer metus vel mi. Mauris molestie tellus et dui. Sed eros tellus, ornare ultrices tellus, ornare ac,ac, ultrices Ut sapien sapien, varius tincidunt, mollis vitae, iaculis non, massa. CrasDonec eget esteros Ut sapien sapien, varius tincidunt, mollis vitae, iaculis non, massa. Cras turpis. vel neque est, suscipit id, laoreet vitae, suscipit eu, est. gravida nunc. ac,ac, gravida vel,vel, nunc.

aliquet turpis. Donec eget tellus adipiscing rhoncus. eros tellus adipiscing rhoncus. Ut aliquet turpis. Donec eget estest velvel tellus adipiscing rhoncus. UtUt eros

eros tellus, ornare ac, ultrices tellus, ornare ultrices gravida nunc. tellus, ornare ac,ac, ultrices ac,ac, gravida vel,vel, nunc. Ut sapien sapien, varius tincidunt, mollis vitae, iaculis non, massa. Cras ac, gravida vel, nunc. aliquet turpis. Donec eget est vel tellus adipiscing rhoncus. Ut eros Call us 0800 085 7248 eget tellus adipiscing rhoncus. eros tellus, ornare ac, ac,085 gravida vel, nunc. Call usultrices onon 0800 7248 eget estest velvel tellus adipiscing rhoncus. UtUt eros

tellus, ornare ultrices gravida nunc. tellus, ornare ac,ac, ultrices ac,ac, gravida vel,vel, nunc.

Call us on 0800 085 7248 eget est vel tellus adipiscing rhoncus. Ut eros tellus, ornare ac, ultrices ac, gravida vel, nunc. Yours sincerely Yours sincerely Yours sincerely

Sample MrMr Sample Mr Sample AA Savings AA Savings

In partnership with In partnership with In partnership with

AA Savings

Lorem ipsum dolor sit amet, consectetuer adipiscing Integer et orci. In dignissim, turpis Lorem ipsum dolor sit amet, consectetuer adipiscing elit.elit. Integer et orci. In dignissim, turpis luctus imperdiet, massa posuere augue, etIndignissim ligula ut ligula. Morbi sedsed luctus imperdiet, massa nisi nisi posuere augue, dignissim risusrisus ligula ut ligula. Morbi sedsed Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Integer et et orci. dignissim, turpis odio. Fusce erat, accumsan eget, porta non, ultricies id, facilisis lorem sed luctus imperdiet, massa nisinisi posuere augue, eteget, dignissim risus ligula ut ligula. Morbi sed odio. Fusce nisi erat, accumsan porta non, ultricies id, facilisis lorem risusrisus necnec mi. mi. odio. Fusce nisi erat, accumsan eget, porta non, ultricies id, facilisis lorem risus nec mi.

Fleet Europe

Fleet Europe Fleet Europe

3.0 Product strip

Curabitur consectetuer metus vel mi. Mauris molestie tellus et dui. Sed neque est, suscipit id, laoreet vitae, suscipit eu, est.

Ut eros tellus, ornare ac, ultrices ac, gravida vel?

Lorem ipsum dolor sit amet, consectetuer Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Integer et orci. In adipiscing dignissim, turpis elit.sed In luctus pede.imperdiet, massa nisi posuere augue, et dignissim risus ligula ut ligula. Morbi sed odio. Fusce nisi erat, accumsan eget, porta non, ultricies id, ligula. Vivamus Dear Mr Smith, consectetuer, felis vitae porttitor ultricies, pede tellus vestibulum justo, id facilisis lorem risus nec mi. Duis metus massa, hendrerit eu, Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Integer et orci. In varius malesuada, lacinia sit amet, libero. Sed arcu. Vestibulum dignissim, turpis sed luctus imperdiet, massa nisiidposuere augue, et dignissim temporrisus neque quis urna.Morbi Donec eu vehicula ligula ut ligula. sedfermentum, odio. Fusce nisinunc erat, accumsan eget, porta non, ultricies id,auctor ligula. Vivamus felis dui vitaedolor porttitor porttitor, dolor felis lorem,consectetuer, nec hendrerit euultricies, orci. pede tellus vestibulum id facilisis convallis, lorem risus lorem nec mi. Duis metus massa, Curabitur posuere, magnajusto, id tincidunt libero congue hendrerit eu, varius malesuada, lacinia sit amet, libero. Sed id arcu. lacus, inVestibulum tristiquetempor tellus lorem non ipsum. neque quis urna. Donec fermentum, nunc eu vehicula

The Automobile Association Fanum House Basing View Basingstoke Hampshire RG21 4EA

Mr AB Smith Sample House Sample Street Sample Town Sample County AB12 3CD

AA European Breakdown Cover Lorem ipsum dolor sit amet, consectetuer for fleet cars adipiscing elit. In pede. Present 10% discount*

Mr AB Smith Lorem ipsum dolor sit amet, consectetuer Sample House Sample Street adipiscing elit. In pede. Present 10% discount* Sample Town

AA Membership No: XXXXXXXXX

Savings

January 2009

Mr AB Smith Sample House Sample Street Sample Town Sample County AB12 3CD

In association with

Savings

3.0 Product strip

3.4 Exceptions

Examples

The product strip should just contain the product name and the brand mark. However, there may be instances when the product name isnâ&#x20AC;&#x2122;t required in the product strip, e.g. when the communication piece makes it very clear which product weâ&#x20AC;&#x2122;re talking about. In these exceptions, for design flexibility, you may still use the product strip. In these instances, the product name may be replaced with a call to action or left blank.

Car Insurance

It may not be used for terms and conditions or any other small print or copy.

Call now on

0800 60 50 30 and quote ref RPSP01

or visit theAA.com/loans

3.0 Product strip

2009

4.0 Logo

4.1 The logo

4.2 Exclusion zone

Our logo is well established and an instantly recognisable identifier of our brand. However, now we have introduced our brand line, the brand mark (the logo and â&#x20AC;&#x2DC;For the road aheadâ&#x20AC;&#x2122;) should always be used in preference to the logo on its own.

The logo should always be given reasonable space. It should never be butted up against any other element, or surrounded by clutter. 1/2 x

1/2 x

8mm

4.0 Logo

2009

4.0 Logo

4.3 Usage Whenever the AA logo needs to be used on its own, the version below should be used wherever possible. Youâ&#x20AC;&#x2122;ll see that the black border on the AA logo is thicker than used in the past. EPS and jpeg logos are available to download from theAAbrand.co.uk

On a black background in yellow. There is no border

On a yellow background in black. There is no border

On a white background.

On a coloured background in yellow

On a photographic background in yellow

In mono:

2009

On a black background in white. There is no border

4.0 Logo

On a white background in black

4.0 Logo

4.4 Production guidelines

Logo don’ts

Please do not: • Use the logo on its side • Rotate the logo • Squash the logo • Round off the square edges • Use the logo in different colours • Remove the AAs from the logo box • Place the logo within copy or words See examples to right.

the

.com

As a rule always use the new logo, except when in an historical context. Historical logos may only be used with approval from the brand team.

fé

4.0 Logo

2009

4.0 Logo

4.5 Usage with product names Using the logo with product names should be avoided. Instead, it should be written in type (e.g. ‘AA Car Insurance’) and the ‘For the road ahead’ brand mark placed elsewhere on the page.

Logo don’ts

Car Insurance

The only exceptions are groups of products or services e.g. AA Car Essentials, AA Roadwatch and AA Members’ Club. Plus ‘approved supplier’ logos (see 4.6 for details).

Car Essentials

Members’ Club Members’ Club

Exceptions

Members’ Club Members’ Club Car Essentials Car Essentials

Car Car Essentials Essentials

Car Essentials Car Essentials Roadwatch Roadwatch

Car Car Essentials Essentials

Roadwatch Roadwatch Value Insurance Value Insurance Value Value Insurance Insurance Value Insurance Insurance (Price comparison sites only)

Value Value Getaways Insurance Insurance Getaways

2009

4.0 Logo

Getaways Getaways

Value Value Insurance Insurance Value Value Insurance Insurance

4.0 Logo

Powere

Content provided by the

In association with the

4.6 Logos for 3rd parties Approved endorsements

Once mapping content has been approved for provision to a third party the ‘Content provided by the AA’ logo below can be used by them:

Once a product has been fully checked and approved for endorsement (e.g. child In association car seats), the adjacent ‘Approved by with the the AA’ logo can be used by them:

On a white background

Content provided by the

Once a brand has been approved for recommendation to our customers (e.g. holidayextras.co.uk) the adjacent ‘In association with the AA’ logo can be used by them on their 3rd party branded ad or web page:

Content provided by the

On a photographic background

In association with the

Warranty

In association Approved supplier with the

In association with the

Breakdown Assistance Approved supplierApproved by the

Approved by the

Content

Breakdo

with the

by the

Approved

Approved by the

On a

Content provided photographic by the

Powere background

In association with the

On a white background

In association with the

In ass w

Warran

Approved

Breakdo

Approved

4.0 Logo

Content provided by the

Approved

association On aInwhite background provided

Approved by the

Content provided by the

Warran

Content provided by the

Approved content provision

In ass w

On a photographic background Approved by the

2009 Approved

Approved

5.0 Typography

5.1 Font

Fru The AA font is Frutiger.

65 Bold

55 Roman

45 Light

The number of Frutiger font variations has been reduced to three to consolidate the brand appearance. We no longer use Frutiger Black, which may have been used historically.

If Frutiger is not available (e.g. on web) then Verdana should be the default font.

atomictype.co.uk T 01403 249245

2009

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*() Frutiger 55 Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*() Frutiger 45 Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*() Verdana (web only)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*()

5.0 Typography

The Frutiger font and licence can be purchased from Atomic Type, it is available in Mac Postscript and Windows Truetype formats.

Frutiger 65 Bold

5.0 Typography

Limited

ac, ?

5.2 Typesetting The following is a guideline only, and can be interpreted according to the nature of the AA HEADERS creative 1 brief.

& SUBHEADERS Frutiger 65 Bold Where possible always start copy lining up with the

product name. HeadersThe same rule can be used for lining Frutiger 65 AA Bold 15pt / 17pt copy up with the logo box edge.

pit

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Integer et orci. In dignissim, turpis sed luctus imperdiet, massa nisi posuere augue, et dignissim risus ligula ut ligula. Morbi sed odio. Fusce nisi erat, accumsan eget, porta non, ultricies id, ligula. Vivamus consectetuer, felis vitae porttitor ultricies, pede tellus vestibulum justo, id facilisis lorem risus nec mi. Duis metus massa, hendrerit eu, varius malesuada, lacinia sit amet, libero. Sed id arcu. Vestibulum tempor neque quis urna. Donec fermentum, nunc eu vehicula porttitor, dolor felis auctor lorem, nec hendrerit dui dolor eu orci. Curabitur posuere, magna id tincidunt convallis, lorem libero congue lacus, in tristique tellus lorem non ipsum. Sed vitae ligula. Sed a urna. Nullam tristique nunc vitae nisi. Pellentesque vel lacus vel justo tincidunt iaculis. Integer cursus pede et purus. Donec placerat. Vestibulum aliquam dolor nec ipsum. Donec condimentum.

Smaller Copy and T&Cs Frutiger 55 Roman 8pt / 9pt 1

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. In pede. Present 10% discount*

Curabitur consectetuer metus vel mi. Mauris molestie tellus et dui. Sed neque est, suscipit id, laoreet vitae, suscipit eu, est Ut sapien sapien, varius tincidunt, mollis vitae, iaculis non, massa. Cras aliquet turpis. Donec eget est vel tellus adipiscing rhoncus. Ut eros tellus, ornare ac, ultrices ac, gravida vel, nunc.

LARGE & TABLE COPY Frutiger 45 Light

Call us on 0800 085 7248 eget est vel tellus adipiscing rhoncus. Ut eros tellus, ornare ac, ultrices ac, gravida vel, nunc.

Large & Table Copy Frutiger 45 Roman Adjust size and leading accordingly

Ut eros tellus, ornare ac, ultrices ac, gravida vel?

Headers Frutiger 65 Bold 15pt / 17pt Subheaders Frutiger 65 Bold 10pt / 12pt

Nullam tristique nunc vitae nisi. Pellentesque vel lacus vel justo tincidunt iaculis. Integer cursus pede et purus. Curabitur consectetuer metus vel mi. Mauris molestie tellus et dui. Sed neque est, suscipit id, laoreet vitae, suscipit eu.

HEADERS & SUBHEADERS Frutiger 65 Bold

BODY COPY Frutiger 55 Roman Body Copy Frutiger 55 Roman 10pt / 12pt

Ut sapien sapien, varius tincidunt, mollis vitae, iaculis non, massa. Cras aliquet turpis. Donec eget est vel tellus adipiscing rhoncus. Ut eros tellus, ornare ac, ultrices ac, gravida vel, nunc.

Smaller Copy and T&Cs Frutiger 55 Roman 8pt / 9pt

Secondary 3

LARGE & TABLE COPY Frutiger 45 Light Large & Table Copy Frutiger 45 Roman Adjust size and leading accordingly

5.0 Typography

Product Name

2009

Yours sincerely

Mr Sample AA Product Name

48 sheet poster

Primary

Dear Mr Smith,

BODY COPY Frutiger 55 Roman

AA Insurance Services Limited Fanum House Basing View Basingstoke Hampshire RG21 4EA

January 2009

Body Copy Frutiger 55 Roman 10pt / 12pt

theAA.com

Subheaders Frutiger 65 Bold 10pt / 12pt

See executions throughout the brand guidelines for further direction.

Mr AB Smith Sample House Sample Street Sample Town Sample County AB12 3CD

5.0 Typography

5.3 Telephone and URL placement In order to give the telephone number dominance, we have developed a specific way to construct call to actions.

£ £0

£25,000

Running on empty? Let us fill you up

Please adhere to the following relationship of type size and weight when producing collateral.

7.9% APR Typical*

on loans from £7,000 to £25,000

Acquisition example Call now on

0800 60 50 30 and quote ref RPSP01

or visit theAA.com/loans

If you’re feeling the squeeze, we’d like to come to the rescue. Here at the AA we could:

Call to action Frutiger 55 Roman Telephone number Frutiger 65 Bold Reference Frutiger 55 Roman URL Frutiger 65 Bold

•

Give you an affordable rate with fixed monthly payments

•

Let you choose your repayment period between 2 and 7 years

•

Give you a decision in minutes and a cheque within 24 hours

See how affordable an AA Car Loan could be Borrow £10,000 and you could repay it in just 60 monthly repayments of £203.79 at 7.9%* APR typical (total repaid £12,227.40).

Call now on

0800 60 50 30 and quote ref RPSP01

or visit theAA.com/loans

Loans AA Loans are provided or arranged, subject to status by Automobile Association Personal Finance Ltd, City House, City Road, Chester, CH88 3AN. *Rates range from 7.9%-12.9% on loans of £7,000 to £25,000. The rate offered will depend on credit assessment procedures, your personal circumstances & other related factors. APR details correct at time of going to print. You must be over 18 & a UK resident (Ex. C.I.’s & IoM) to apply.

Acquisition / cross-sell example

Home Insurance

Home Insurance Frutiger 55 Roman

0800 000 0000

Telephone number Frutiger 65 Bold

quoting ref: XXX

Reference Frutiger 55 Roman

or visit theAA.com

URL Frutiger 65 Bold

Mr AB Smith Sample House Sample Street Sample Town Sample County AB12 3CD

AA Insurance Services Limited Fanum House Basing View Basingstoke Hampshire RG21 4EA theAA.com September 2008

As a valued AA Member, we’d like to give you 10%1 off home insurance Dear Mr Smith, You already trust us to look after your car if it breaks down, now if your home insurance is up for renewal we’d like to help you look after your house. And give you a guaranteed 10% off. Last year over a million people trusted us to negotiate an insurance policy for them. This gives us the buying power to find you the best possible quote from our panel of 10 leading insurers.

5.0 Typography

Why not take a look at how we compare? Insurer

Contents Insurance Premium Quoted

Saving

Premium Quoted

The AA

£57.96

Buildings Insurance

£117.22

Saving -

Tesco

£99.75

£41.79

£153.30

£36.08

Direct Line

£105.00

£47.04

£190.05

£72.83

Barclays

£146.00

£88.04

£199.00

£81.78

There’s no compromise on quality You can rest assured that a low price doesn’t mean poor quality insurance. We include cover as standard that other charge extra for, like accidental damage cover to buildings. Just take a look at the enclosed leaflet for details. Not only that, if you’re charged for switching buildings and contents insurers, we’ll refund you up to £50 .

Trust us to get you great value on your home insurance We’re confident that we can get you great value on your home insurance, so why not give us a call on 0800 000 0000 quoting ref xxx. We look forward to hearing from you soon. Yours sincerely,

Mr Sample AA Home Insurance

Home Insurance

0800 000 0000 theAA.com

2009

FREE FLASK *

6.0 Colour

6.1 The AA colour palette The AA brand uses two colours across all communication materials; yellow and black. When placed against black, yellow is very effective, as it is seen before other colours and attracts attention. These colours are synonymous with the AA, having been used since we were established in 1905.

Pantone 116C (When using coated stock) Cyan: 0 Magenta:16 Yellow: 100 Black: 0

Pantone 108U (When using uncoated stock) Cyan: 0 Magenta: 6 Yellow: 95 Black: 0

RGB (For use in PowerPoint) R: 255 G: 204 B: 0

Hexidecimal (For use in online) # FFCC00

50% Yellow 116 Cyan: 0 Magenta: 10 Yellow: 50 Black: 0

Pantone 1215C (If spot colour necessary)

RGB (For use in PowerPoint) R: 255 G: 225 B: 146

Hexidecimal (For use in online) # FFE192

20% Yellow 116 Cyan: 0 Magenta: 4 Yellow: 20 Black: 0

RGB (For use in PowerPoint) R: 255 G: 241 B: 208

Hexidecimal (For use in online) # FFF1D0

10% Yellow 116 Cyan: 0 Magenta: 2 Yellow: 10 Black: 0

RGB (For use in PowerPoint) R: 255 G: 247 B: 229

Hexidecimal (For use in online) # FFF7E5

100% Black

RGB (For use in PowerPoint) R: 0 G: 0 B: 0

Hexidecimal (For use in online) # 000000

Cyan: 0 Yellow: 0

Magenta: 0 Black: 100

25% Black (For use in all mono ads) Cyan: 0 Yellow: 0

Magenta: 0 Black: 25

15% Black (For use in all mono ads)

Tones of yellow can be used to highlight specific pieces of copy â&#x20AC;&#x201C; particularly in tables.

25% and 15% Black replicate the tonality of yellow in mono press ads.

2009

Magenta: 0 Black: 15

RGB (For use in PowerPoint) R: 191 G: 191 B: 191

RGB (For use in PowerPoint) R: 217 G: 217 B: 217

10% Black (For use in all mono ads)

RGB (For use in PowerPoint)

Cyan: 0 Yellow: 0

R: 229 G: 229 B: 229

Magenta: 0 Black: 10

6.0 Colour

When lasering, the background colour should be a 25% maximum tint.

Cyan: 0 Yellow: 0

Paint code (For use on liveries) ICI Autocolour AA Yellow 6843

7.0 Photography

7.1 Overview

Examples

The AA is a consumer champion and our photography needs to reflect this. The main aim is to bring out the humanity of the brand. Consequently we need to present our subjects in a naturalistic, reportage style. No shot should be posed, and people should be engaged in whatever theyâ&#x20AC;&#x2122;re doing. We also want to present the brand as modern. Colours should be bright, saturated and interesting. If the AA van or Patrol doesnâ&#x20AC;&#x2122;t feature in the image, yellow should be subtly introduced. Crops should be used to make ordinary subjects seem dynamic and interesting.

7.0 Photography

2009

7.0 Photography

7.2 Usage

Examples

Where possible pictures should be cropped to give the subject matter as much impact as possible.

CROP AREA

Where type needs to appear on the picture the background needs to be as neutral as possible for legibility. When searching for pictures on the AA digital picture library the most up-to-date van livery and Patrol uniform should be used wherever you can. If this is not possible, retouching new logos on to uniforms can be considered.

an d

re ce iv e

AA patrols have an average of 10 years’ experience. No wonder they have a glow of confidence.

fro Jo m in ju £2 9 st 0 * M &S vo uc he rs

£3

2009

7.0 Photography

CROP AREA Breakdown Cover

8.0 Graphics style

Examples

8.1 Layout When creating layouts please adhere to the following guidelines: • There should be no strokes on the edges of layout boxes • Boxes should have square edges • Keylines should be white

Contents Insurance

Buildings Insurance

Premium quoted

Saving

Premium quoted

The AA

£57.96

£117.22

The AA

Tesco

£99.75

£41.79

£153.30

£36.08

Tesco

Direct Line

£105.00

£47.04

£190.05

£72.83

Direct Line

Barclays

£146.00

£88.04

£199.00

£81.78

Insurer

Saving

Source: Internet quotes Experian Insurance Services - June 2008. Both Contents and Buildings quotations are based on a 3 bedroomed semi-detached house built in 1961 in Chester. Cover may vary between insurers compared, including sum insured and rebuild cost. Cover and price may vary depending on individual circumstances and level of cover.

Barclays

Source: Internet quotes Experian In house built in 1961 in Chester. Cove on individual circumstances and lev

Contents Insurance

Buildings Insurance

Premium quoted

Saving

Premium quoted

The AA

£57.96

£117.22

The AA

Tesco

£99.75

£41.79

£153.30

£36.08

Tesco

£99.75

Direct Line

£105.00

£47.04

£190.05

£72.83

Direct Line

£105.00

Barclays

£146.00

£88.04

£199.00

£81.78

Barclays

£146.00

Insurer

Conten

Insurer

Saving

Premiu quoted £57.96

Source: Internet quotes Experian Insurance Services - June house built in 1961 in Chester. Cover may vary between ins on individual circumstances and level of cover.

Home Insurance

0800 000 0000 quoting ref: XXX or visit theAA.com

FREE FLASK *

when you call for a quote

8.0 Graphics style

Home Insurance

0800 000 0000 quoting ref: XXX or visit theAA.com

2009

FREE FLASK *

when you call for a quote

Home

080

quotin or visit

8.0 Graphics style

8.2 Icon style

Examples

We have developed a unique style for AA icons. These can be designed and used as required. They should be simple, un-fussy and created from as few separate shapes as possible. Colourwise they can be developed in the AA yellow (Pantone 116), rich black, or white out of 30% black and the varying combinations of these three. They can be either placed on their own, or within a square edged box, depending on the colour of your background. Clip-art should not be used for icons or illustrations. Please adhere to the adjacent style when designing AA icons. The adjacent icons can be found at theAAbrand.co.uk

In situ example

0800 000 0000 quoting ref: XXX or visit theAA.com

2009

FREE FLASK *

when you call for a quote

8.0 Graphics style

Home Insurance

8.0 Graphics style

8.3 Illustration style Illustrations should follow a similar style to the new brand icons – simple and un-fussy. Again they can be developed in the AA yellow (Pantone 116), rich black, or 30% black.

Examples

£ £0

£25,000

Running on empty? Let us fill you up

8.0 Graphics style

2009

9.0 Language and copy

9.1 Tone of voice The AA doesn’t use jargon and is never arrogant. Instead we empathise with a consumer’s situation – and then we offer a solution. We also recognise, if appropriate, when someone has an existing relationship with the AA. We are quietly confident and use clear, simple, everyday English.

DO highlight our innovativeness. Our Patrols carry unique fault-finding technology, to help diagnose problems quickly and accurately. DO highlight our expertise.

As a consumer champion, our tone is warm and professional, like someone you would trust.

Our Patrols are continually trained to keep up to date with the latest cars and their problems, and have almost 10 years service on average.

However, we should not be afraid to emphasise our strengths.

DO highlight our reliability. Our Patrols have an average arrival time of 40 minutes. DO highlight our honesty. Remember that the APR you receive may differ from your current AA Loan and depends on your personal circumstances.

9.0 Language and copy

2009

9.0 Language and copy

9.2 Examples Do

• Do establish a personal connection with an AA customer by acknowledging their past relationship with us. Dear Mrs Smith, Could we help you with car insurance from just £xx? Thank you for choosing the AA for your breakdown cover. We were sorry to hear that you had a breakdown recently and hope you found our service helpful. Unfortunately our breakdown cover can’t help you in every eventuality – for example, if you’re unlucky enough to have a scrape or a bang. For this reason we’d like to tell you about AA Car Insurance.

Don’t

• If you are writing to someone who is not an AA customer, make sure you empathise with their general situation, then offer a solution with a clear benefit – in this case saving money. Dear Mrs Smith Could you be getting a better deal on your home insurance? Once you have home insurance, it’s easy just to leave it in the same place year, after year without checking if there’s a better deal out there. As your existing home insurance is up for renewal, we thought we’d write to see if we could save you some money.

• Don’t assume the customer is interested, then launch into selling a product.

Take out home insurance with the AA As your existing home insurance is up for renewal, we thought you might be interested in taking out AA Home Insurance.

2009

Thousands of AA customers are getting home contents insurance from just £70 At the AA we could get you home contents insurance from just £70 a year and buildings insurance from just £100 or less. Last year over a million people relied on us to negotiate an insurance policy for them. This gives us the buying power to find you the best possible quote from our panel of 10 leading insurers.

• Don’t blow our trumpet – without substantiating why. Hundreds of people trust us to get the best deal on home insurance and you can join them by giving us a call today.

9.0 Language and copy

Dear Mrs Smith

• Do substantiate why we offer an excellent product.

9.0 Language and copy

9.3 How to use the brand name In copy Try not to use ‘AA’ on its own. Always use ‘the AA’ wherever possible, just as you would when speaking.

If you are writing ‘the AA’ anywhere in a sentence other than at the beginning, use a lower case ‘t’, not a capital letter. This gives the ‘AA’ more prominence.

£ £0

£25,000

Running on empty? Let us fill you up

7.9%

To keep the integrity of our brand and avoid associations which don’t fit with our brand philosophy, do not use ‘AA’ to replace the letter ‘A’ (e.g. We have the AAnswer).

APR Typical*

on loans from £7,000 to £25,000

In URLs Always use ‘theAA.com’, rather than ‘theaa.com’, to give more prominence to the ‘AA’. There is also no need to use ‘www.theAA.com’. A more modern approach – which fits with our brand values – is simply: ‘theAA.com’.

If you’re feeling the squeeze, we’d like to come to the rescue. Here at the AA we could:

•

Give you an affordable rate with fixed monthly payments

•

Let you choose your repayment period between 2 and 7 years

•

Give you a decision in minutes and a cheque within 24 hours

See how affordable an AA Car Loan could be Borrow £10,000 and you could repay it in just 60 monthly repayments of £203.79 at 7.9%* APR typical (total repaid £12,227.40).

Call now on

and quote ref RPSP01

or visit theAA.com/loans

2009

9.0 Language and copy

0800 60 50 30

9.0 Language and copy

9.4 Additional guidelines Here are a few general rules to help maintain consistency across the brand: For the road ahead This should always be written in sentence case. When it is used within a sentence, it should be contained within single quotes e.g. ‘For the road ahead’. However, it can be used in conversation within a headline or copy. E.g.“We can help you plan for the road ahead”. Headlines Headlines do not have full stops after them. Nor do subheads and headers which use product titles (e.g. Relay). Of course, any kind of text or sentence structure does have full stops. If you need a pause in a headline or subhead, line breaks should be used instead of commas wherever possible. Question marks can be used where appropriate (when it’s a question!).

Bullet points There is no need to use full stops after bullet points. But if a bullet point runs into two sentences, you should use a full stop to divide the two.

2009

Patrols and Technicians When we refer to our Patrols and Technicians we always use a capital ‘P’ and a capital ‘T’.

Phone numbers If a paragraph ends with a phone number, leave out the full stop to keep things tidier.

Payment methods The correct use of upper and lower case for these is:

Web addresses Do not use a full stop after a web address, even if it is at the end of a sentence.

• Annual Direct Debit

Product names All product names should start with a capital letter e.g.

• Regular annual credit card payment

• Breakdown Cover

Name Full title Business division

• Home Start • Home Insurance • Maps • Signs

• Annual credit card payment

Letter sign offs Correspondence should be signed off as follows: e.g. Andrew Strong Chief Executive Automobile Association Insurance Services Limited

Additional guidelines Here are some other phrases you may need to use, shown with their correct capitalisation:

If the term is used in its generic sense then lower case should be used.

• Terms and Conditions

Breakdown Cover Membership When we refer to our Members or AA Membership we always use a capital ‘M’ e.g.

• call-out – e.g. One free call-out

• AA Member(s) • AA Membership

• the UK

• text phone • Typetalk

9.0 Language and copy

So that proper nouns can be identified in a headline or subhead, all headlines and subheads should be written in sentence (lower) case.

Tables / contents / list indexes Keep things as clean and simple as possible by not using full stops.

10.0 People

10.1 How we talk to our customers Customers could interact with the brand in a number of ways: – via marketing communications i.e. receiving a piece of direct mail, watching a television commercial, or on the internet – interacting with the call centre to make a purchase, report an accident or make a claim – interacting with a Patrol when broken down – interacting with purchased, printed materials e.g. AA maps, guide books etc. Human interaction is the most memorable and therefore the most critical of all of these. It is very important that we all work hard to live the brand. Reliable – we need to be there when the customer needs us, and deliver on all of our promises. Honest – always tell the truth and give honest, straightforward advice. Expert – think about how you answer the phone, and how you answer the customer’s questions. If you don’t know the answer, find out and get back to them.

2009

10.0 People

Innovative – look for solutions to every problem, or new and better ways to do something we have always done.

11.0 Product extensions

11.1 Cross-selling ‘For the road ahead’ is a powerful expression of what the AA is all about. We help the customer to plan and be prepared for whatever life has in store. Which means that if a customer currently only uses our Breakdown Cover, for example, our brand line gives us an ideal opportunity to cross-sell to, say, our insurance services.

Call centre sign-offs ‘Is there anything else coming up this summer that I can help you prepare for? Like Travel Insurance for a holiday?’ ‘Have you thought about taking out our Breakdown Repair Cover? Then if you have to call us out again, the cost of any repairs or parts needed that relate to the breakdown would also be covered. It’s a little thing that can help safeguard you against unexpected repair costs.’

The experts at the AA have created these maps to help you safely and easily navigate Europe’s roads. Whatever else you need to be prepared for the road ahead, from route directions to travel insurance, you’re sure to find it at theAA.com

Direct mail ‘We’re already making sure you’re prepared with our Breakdown Cover, however we can also give you extra protection with our Car Insurance.’ Loans ‘We can also offer you a pre-approved top-up loan – for those little emergencies.’

‘The experts at the AA have created these maps to help you safely and easily navigate Europe’s roads. Whatever else you need to be prepared for the road ahead, from route directions to travel insurance, you’re sure to find it at theAA.com’

2009

11.0 Product extensions

Printed inside the cover of European atlases and sheet maps

11.0 Product extensions

11.2 Product development and licensing All new products need to: • Be brand - appropriate • Be reviewed by the Product Review Panel • Be fit for purpose • Have the proposed pricing benchmarked versus key competitors

• Have anything unusual about the distribution flagged • Be tested by a member of the business team who can vouch for product quality and after sales back-up being appropriate for the AA brand • In line with the AA brand the product names should be descriptive of what the product is

11.0 Product extensions

2009

12.0 Vehicle livery

12.1 Breakdown Cover Liveries may use large AAs and the ‘For the road ahead’ does not necessarily need to sit with the 'AA'.

For the road ahead JOIN US TODAY

theAA.com

0800 181 001 For the road ahead

12.0 Vehicle livery

2009

12.0 Vehicle livery

12.2 Other vehicles

theAA.com

JOIN US TODAY

0800 181 001

Extended Repair

For the road ahead

12.0 Vehicle livery

v 1.0 January 2009

12.0 Vehicle livery

12.3 Driving School

For the road ahead

Driving School

2009

12.0 Vehicle livery

Driving School

13.0 Internal communications

13.1 Drive magazine

JANUARY 2009

ISSUE 68 THE REGULAR MAGAZINE FOR ALL AA EMPLOYEES AND PENSIONERS

Christmas celebrations at the AA PG03

Green team steps up to the challenge PG03

Personal support teams celebrate first birthday PG07

2009

AA SALUTES ITS YOUNGEST ‘RECRUIT’ PG05

13.0 Internal communications

Charity events across the country PG06

14.0 Key examples

14.1 Stationery Personal Finance

With compliments

Personal Finance

Keith Oâ&#x20AC;&#x2122;Sullivan

Brand Executive T M F E

01256 000 000 0777 000 000 01256 000 000 keith.oâ&#x20AC;&#x2122;sullivan@theAA.com

W theAA.com

14.0 Key examples

2009

14.0 Key examples

14.2 Newspaper advertisements E

£ £0

£25,000

Running on empty? Let us fill you up

7.9% APR Typical*

on loans from £7,000 to £25,000 If you’re feeling the squeeze, we’d like to come to the rescue. Here at the AA we could:

•

Give you an affordable rate with fixed monthly payments

•

Let you choose your repayment period between 2 and 7 years

•

Give you a decision in minutes and a cheque within 24 hours

See how affordable an AA Car Loan could be Borrow £10,000 and you could repay it in just 60 monthly repayments of £203.79 at 7.9%* APR typical (total repaid £12,227.40).

Call now on

0800 60 50 30 and quote ref RPSP01

2009

14.0 Key examples

or visit theAA.com/loans

The AA

£57.96

£117.22

Tesco

£99.75

£41.79

£153.30

£36.08

Direct Line

£105.00

£47.04

£190.05

£72.83

Barclays

£146.00

£88.04

£199.00

£81.78

There’s no compromise on quality

14.0 Key examples

You can rest assured that a low price doesn’t mean poor quality insurance. We include cover as standard that other charge extra for, like accidental damage cover to buildings. Just take a look at the enclosed leaflet for details. Not only that, if you’re charged for switching buildings 2 and contents insurers, we’ll refund you up to £50 .

Mr Sample AA Home Insurance

14.3 Direct mail

Home Insurance

0800 000 0000 quoting ref: XXX or visit theAA.com

FREE FLASK *

when you call for a quote

Home Insurance

Mr AB Smith Sample House Sample Street Sample Town Sample County AB12 3CD

AA Insurance Services Limited Fanum House Basing View Basingstoke Hampshire RG21 4EA theAA.com September 2008

4146

As a valued AA Member, we’d like to give you 10%1 off home insurance Mr AB Smith Sample House Sample Street Sample Town Sample County AB12 3CD

Dear Mr Smith,

Did you know we deal with break-ins as well as breakdowns?

Home Contents cover from just

£70

You already trust us to look after your car if it breaks down, now if your home insurance is up for 1 renewal we’d like to help you look after your house. And give you a guaranteed 10% off. Last year over a million people trusted us to negotiate an insurance policy for them. This gives us the buying power to find you the best possible quote from our panel of 10 leading insurers. Why not take a look at how we compare? Insurer

The AA

Contents Insurance

Buildings Insurance

Premium Quoted

Saving

Premium Quoted

Saving

£57.96

£117.22

Tesco

£99.75

£41.79

£153.30

£36.08

Direct Line

£105.00

£47.04

£190.05

£72.83

Barclays

£146.00

£88.04

£199.00

£81.78

Home Insurance

There’s no compromise on quality You can rest assured that a low price doesn’t mean poor quality insurance. We include cover as standard that other charge extra for, like accidental damage cover to buildings. Just take a look at the enclosed leaflet for details. Not only that, if you’re charged for switching buildings 2 and contents insurers, we’ll refund you up to £50 .

We’re confident that we can get you great value on your home insurance, so why not give us a call on 0800 000 0000 quoting ref xxx. We look forward to hearing from you soon. Yours sincerely,

Mr Sample AA Home Insurance

2009

Home Insurance

0800 000 0000 quoting ref: XXX or visit theAA.com

FREE FLASK *

when you call for a quote

14.0 Key examples

Trust us to get you great value on your home insurance

14.0 Key examples

14.4 Brochure

Discover France & Belgium Short breaks • by Eurostar • by Eurotunnel • by ferry

2009

14.0 Key examples

Getaways

14.0 Key examples

NEW,

14.5 Atlas THE TOP-SELLING ROADATLASES ATLASESOF OFBRITAIN BRITAIN THE TOP-SELLING ROAD

BIGROAD ROADATLAS ATLAS BIG

BRITAIN BRITAIN

THE TOP-SELLING TOP-SELLING ROAD ROADATLASES ATLASESOF OFBRITAIN BRITAIN

BIG BIGROAD ROADATLAS ATLASBRITAIN BRITAIN 2009 2009

NEW,

For Forthe the road roadahead ahead

2009 2009

BIG ROAD ROADATLAS ATLAS

BRITAIN BRITAIN

£9.99

www.theAA.com/bookshop

£9.99 aa_brab4059pbackMktAA_10.indd 1

aa_brab4059pbackMktAA_10.indd 1

2009

NEW, Speed NEW, Speed cameras with cameras with speed limits speed limits NEW, Satnav friendly tourist NEW, Satnav site postcodes friendly tourist site postcodes National Trust and English National Trust Heritage sites and English Heritage sites Large scale

30 30 Maximum speed Maximum speed

3Large milesscale to 1 inch 3 miles to 1 inch

www.theAA.com/bookshop

20/1/09 14:16:23

14.0 Key examples

The experts at the AA have created these maps to help you navigate Britain’s roads safely and easily. If you breakdown during your journey and do not have breakdown cover please call the AA on 0800 887766. www.theAA.com/bookshop The experts at the AA have created these maps to help you navigate Britain’s roads safely and easily. If you breakdown during your journey and do not have breakdown cover please call the AA on 0800 887766.

BRITAIN’S BRITAIN’S CLEAREST CLEAREST MAPPING MAPPING

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14.6 Online

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14.7 Membership card

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2009

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14.9 Members’ club Note that the size of type for ‘Members’ Club Magazine’ has been increased as it is being used as a heading. In all other instances the type size should be as per the product name guidelines.

When offers or savings are communicated across marketing communication material, please use the ‘cube’ device. • For third-party offers, the business partner logos are always displayed on the cubes with white facet • For AA offers, the icons on page 24 take a 3D appearance and appear on the cubes with AA yellow facet Multiple offers should be shown ‘stacked’ wherever possible, however other visual combinations are allowed as dictated by space.

‘

Cubes should not be used within a sentence, but have their own offer copy as shown here. Alternatively, they can be used as design icons. Up to

10% off

airport parking with Holiday Extras

£65 off

a SatNav with Garmin

15% off

vehicle rental (excluding extras) from Avis

2009

10% off

Home Insurance

5% off

Motorbike Insurance

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Up to

10% off

Car Insurance

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14.10 Car Essentials Car Essentials is a product range for the motorist. There are two types: • Those clearly part of the AA Car Essentials range and branded as such, as shown • Those carrying another lead brand (e.g. DSL) but ‘In association with the AA’ (see page 16)

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2009

15.0 Obtaining materials

AA employees will find the latest copy of these brand guidelines on AAnnette. Those external to the AA can download them at theAAbrand.co.uk, where all logos and templates in both EPS and jpeg format can also be found. New users should contact AAbrand@theAA.com for a user name and password.

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16.0 Contact details

These guidelines are intended to cover most instances. Where exceptions arise, please contact: AAbrand@theAA.com Direct line: 01256 493 003 From time to time the guidelines may be updated. Please feed any comments through to AAbrand@theAA.com

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