AIB Brand Manual by Lukasz Kulakowski

The Brand Union Dublin

AIB Brand Toolkit May 2013

Please Note: All photography and illustration contained within this document are for style reference only.

Contents

AIB Brand Toolkit May 2013 V1

01 02 03 04 05 06 07 08 09 10 11 12 13

Introduction Visual Overview Toolkit Overview Brandmark Photography Tactical Imagery Typography Tone of Voice Colour Palette Activation Brands Design System Internal Brochure Digital Communications

p3 p4 p7 p9 p12 p16 p18 p20 p22 p26 p29 p56 p60

Section 1 Introduction

We don’t live in a world of purple. We live in a world of people. It’s not our world. It’s their world. What links us to our customers is our knowledge and understanding. It is the bridge that joins us. We build this bridge through: >> Relevant advice, innovative products and services >> By speaking simply and clearly >> By knowing when to enter our customer’s lives and knowing how to behave when we’re there Because ultimately, by showing we understand their world, and our role in it, by translating our knowledge and expertise into relevant, innovative solutions and advice we will regain our customers’ trust.

AIB Brand Toolkit May 2013 V1

Our communications are based upon our customers and the world in which they live. It is real, emotional and in motion. We communicate understanding by moving closer to our customers. By being part of the action, (we are not a distant observer). However, we won’t intrude on their world. It is only through the relevancy of our messages that we are seen and the bridge connecting us is made.

Section 2 Visual overview

AIB Brand Toolkit May 2013 V1

The following samples are shown to inform direction and creative intention. They convey the spirit of the brand, and the correct tonality (detailed in the introduction) should be the primary objective of all creative exploration.

Section 2 Visual Overview

3 1

.05% .85% A.E.R. variable on balances up to €10,000

It’s not what you leave behind, it’s who. Life & Health Insurance We understand it’s not a conversation people like to have, that’s why we make it easy. When you’re ready to, our trained Insurance Managers are here to listen. Drop into a branch • 1800 123 45678 • aib.ie

A.E.R. variable on balances from €10,001 - €100,000

Life’s too short for long queues. Self Service Banking That’s why from now on you can do most of your banking from wherever you happen to be. Just log on or drop in to us to find out more. Drop into a branch • 1800 123 45678 • aib.ie

This stuff is important. But if you’ve any questions, just ask.

• Only 7 calendar days notice required to access your savings • To open an account you must have a suitable AIB Payment Account and be a registered user of AIB Internet Banking

For great savings move a piggy bank online. Savings: Online Notice Deposit 7 Account Drop into a branch • 1800 123 45678 • aib.ie

We speak your language. Personal Loans Come in and talk to us about your needs. Don’t worry, we speak plain English - no jargon. Just log on or drop in to us to find out more. Drop into a branch • 1800 123 45678 • aib.ie

Overview of communications

AIB Brand Toolkit May 2013 V1

Section 2 Visual Overview

It’s not what you leave behind, it’s who. Life & Health Insurance

Life’s too short for long queues.

When you’re ready we’re here to listen.

Self Service Banking That’s why from now on you can do most of your banking from wherever you happen to be. Just log on or drop in to us to find out more.

Drop into a branch • 1800 123 45678 • aib.ie

48 sheet

AIB Brand Toolkit May 2013 V1

Section 3 Toolkit Overview

AIB Brand Toolkit May 2013 V1

Section 3 Toolkit Overview The toolkit elements can be broken down into 6 main elements:

1. Brandmark 2. Content block with core gradient 3. Contact strip with supporting gradient 4. Colour Palette 5. Tone of Voice & Typography 6. Photography 4

Life’s too short for long queues.

Self Service Banking That’s why from now on you can do most of your banking from wherever you happen to be. Just log on or drop in to us to find out more. Drop into a branch • 1800 123 45678 • aib.ie

AIB Brand Toolkit May 2013 V1

Section 4 Brandmark

AIB Brand Toolkit May 2013 V1

Section 4 Brandmark Our brandmark has been refined with a slightly thicker white border. This is an important feature and is enhanced by the use of a new dropshadow.

As our new design system allows our brandmark to sit partially over imagery we must pay special attention to ensure the imagery around the brandmark is as simple as possible.

Please note, the drop shadow is part of the supplied logo file and should be used without exception. Do not adjust the gradient in any way.

We should crop and darken accordingly to ensure the best possible standout for the brandmark.

Please use the master file supplied: AIB_Logo_Master_CMYK.eps

Life’s too short for long queues.

Minimum size The minimum size that our brandmark should appear at is 12.5mm in width. This has been carefully calculated and should be adhered to at all times except in exceptional circumstances.

Brandmark

Monotone Brandmark

AIB Brand Toolkit May 2013 V1

Brandmark on PMS 262

Recommended minimum size: 12.5mm width

Absolute minimum size: 9.5mm width

Minimum digital size: 36px width

Section 4 Brandmark Clearance Zones We should always ensure there is adequate calm space around the brandmark, to ensure the best possible standout and maximum legiblity. 1. Recommended clearance zone The recommended clearance zone is 1X on all sides. 2. Absolute minimum clearance zone The absolute minimum clearance zone is .5X on all sides.

1. Recommended clearance zone

The system of X is the basis for the design system. The brandmark is always 2X in width.

2. Absolute minimum clearance zone

AIB Brand Toolkit May 2013 V1

Section 5 Photography

We understand our customersâ&#x20AC;&#x2122; lives and one of the ways in which we express this understanding is through our photography. In doing so we move closer to them by recognising their lives are made up of small, meaningful moments. These moments are real, emotional and in motion.

Principles >> Get close - we are not observers, we are participants >> Capture real moments - we are authentic and involved, we have a genuine understanding >> Life is in colour, so too is our photography, (it is not treated, heightened or stylised) >> Life can be messy, celebrate it >> Our subjects arenâ&#x20AC;&#x2122;t trying to sell us stuff, they never grin out at us

AIB Brand Toolkit May 2013 V1

Section 5 Photography Personal For use across all personal services, including current accounts, savings & loans, insurance, self-service banking and student communications.

AIB Brand Toolkit May 2013 V1

Section 5 Photography SME Ideally using real AIB customers, as per current approach on communications.

AIB Brand Toolkit May 2013 V1

Section 5 Photography Corporate Corporate photography follows the same basic principles of Personal and SME photography, however attributes such as collaboration, understanding and attention to detail should be highlighted.

AIB Brand Toolkit May 2013 V1

Section 6 Tactical Imagery

We use human imagery whenever possible. When it is not possible (whether due to timings, budget or subject matter), we use object based illustrated imagery, set on a neutral stage. Our tactical imagery style is based upon creating engaging, witty objects to communicate our tactical messages. This object can then be used as a visual ingredient in more text heavy communications.

Principles >> Only use tactical imagery when our photography style would struggle to convey the concept or offer >> Our objects should be simple and engaging >> They should be adaptable, allowing for various levels of information (such as rates) >> Our language and imagery must compliment each other

AIB Brand Toolkit May 2013 V1

Section 6 Tactical Imagery There are two types of Tactical Communications: Key Visual and Ingredient led, both of which are shown here. Tactical imagery should always sit on the AIB neutral background: bkgrd_grey_flattened_CMYK.tif

3 1

.05% .85%

3.05%

A.E.R. variable on balances up to €10,000

A.E.R. variable on balances from €10,001 - €100,000

This stuff is important. But if you’ve any questions, just ask.

• Only 7 calendar days notice required to access your savings • To open an account you must have a suitable AIB Payment Account and be a registered user of AIB Internet Banking

For great savings move a piggy bank online.

Savings: Online Notice Deposit 7 Account

Drop into a branch • 1800 123 45678 • aib.ie

Rate led

AIB Brand Toolkit May 2013 V1

Imagery led

Additional Imagery led

Section 7 Typography

AIB Brand Toolkit May 2013 V1

Section 7 Typography Our primary typeface is the FS Albert family. It is a friendly sans-serif typeface with four main weights and is used for all sectors - Corporate, Personal and SME, for consistency across our communications. We primarily use FS Albert Regular, for both headlines and sub-heads and body copy. FS Albert Extra Bold is used for Business Unit/Service and the Contact Strip.

1 3 2

Life’s too short for long queues.

Headline (1) Sub-Head (2)

FS Albert Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ 1234567890 !@£$%^&*()

Self Service Banking That’s why from now on you can do most of your banking from wherever you happen to be. Just log on or drop in to us to find out more.

Business Unit/Service/Offering (3) Contact Strip (5)

FS Albert Extra Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ 1234567890 !@£$%^&*()

Drop into a branch • 1800 123 45678 • aib.ie Call to action (4)

FS Albert Bold 5

Visit us online • aib.ie

If only one contact detail is used on the Contact Strip a call to action must be used.

AIB Brand Toolkit May 2013 V1

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

Section 8 Tone of Voice

Principles Our language communicates our understanding. Therefore, we should look to express the human beneďŹ t of our products and services. We strive to speak: >> Simply and clearly >> In a helpful, proactive manner

>> With a gentle humour (when appropriate)

>> With warmth, insight and empathy >> In a familiar (but never flippant) manner (especially when speaking about serious matters) >> Our copywriting and imagery must support and compliment each other

AIB Brand Toolkit May 2013 V1

Section 8 Tone of Voice We should always pay particular attention to the specific sectors and the slight change in tone and language dependant on what is most appropriate for the audience.

Don’t ask why, just make a cup of tea and call us. Home Insurance Personal

SME

Corporate

It’s not what you leave behind, it’s who.

Life’s too short for long queues.

Realise the possibilities when we put our heads together.

Life & Health Insurance We understand it’s not a conversation people like to have, that’s why we make it easy. When you’re ready to, our trained Insurance Managers are here to listen.

Eight weeks worth of pocket money can go a long way. AIB Junior Saver Account

Time is money. Save both. Self Service Banking

AIB Brand Toolkit May 2013 V1

Self Service Banking That’s why from now on you can do most of your banking from wherever you happen to be. Just log on or drop in to us to find out more.

Going it alone, doesn’t mean you’re on your own.

Invoice Financing from AIB Commercial Finance We understand that profit isn’t the same as cash, so why not come in and talk to us about our Insurance Premium Finace and PromptPay Products.

Financial advisory team That’s why from now on you can do most of your banking from wherever you happen to be. Just log on or drop in to us to find out more.

We work with you all the way through to the finer details.

Due credit.

AIB Commercial Finance We believe in the power of partnership. Speak to David Avery, Head of Business Development

SME Banking We understand that starting a business can be difficult. We are here to help you through the credit application process.

Section 9 Colour Palettes

AIB Brand Toolkit May 2013 V1

Section 9 Colour Palettes Our colour palette consists of three elements: Core, Supporting and Neutrals.

Core and Supporting Palettes relationship

Please always use the CMYK breakdowns provided unless you are using spot colours.

Core Colours

Supporting Colours

CMYK 68, 0, 100, 0 RGB 100, 167, 11 Hex 64A70B

Supporting Colours

AIB Brand Toolkit May 2013 V1

PMS 5185 CMYK 79, 100, 34, 49 RGB 288, 82, 26 Hex 370C42

Neutral Colours

PMS 425 is used to typeset any additional compliance content within Tactical communications. Light Grey 1 & 2 make up the neutral gradient background. See page 25 for more detailed information and page 49 for sample layouts.

PMS 262

PMS 369

Our supporting colour consists of 4 colours which have been created for extra flexibility within document layouts.

The neutral colour palette is used in specific circumstances such as Tactical communications.

10%

CMYK 58, 92, 12, 54 RGB 73, 19, 76 Hex 49134C

Core Colours We have two core colours: PMS 262 and PMS 369. The relationship between Core and Supporting is 90:10.

90%

Neutral Colours

PMS 7435 CMYK 38, 100, 40, 15 RGB 147, 30, 90 Hex 931E5A

PMS 7432 CMYK 16, 74, 15, 0 RGB 208, 100, 147 Hex D06493

PMS 336 CMYK 95, 11, 70, 44 RGB 0, 102, 78 Hex 00664D

PMS 425

Light Grey 1

Light Grey 2

CMYK 48, 29, 26, 76 RGB 84, 88, 90 Hex 54585A

CMYK 19, 15, 16, 0 RGB 205, 204, 203 Hex cecdcb

CMYK 8, 6, 6, 0 RGB 231, 231, 231 Hex E9EAEA

Section 9 Colour Palettes Gradients Another important part of our core colour palette are our colour gradients. These are used for the Text Box and Contact Strip respectively, as well as part of the make-up of Tactical posters. Purple Gradient The purple gradient is composed from PMS 369 and PMS 336. The gradient has been carefully constructed and it is imperitive that the gradient shows the spectrum of colour as seen here at all times. Please do not alter the orientation of the gradient. Always use the supplied master file when using the gradient: AIB_primary_grad_cmyk.tif Place the gradient Tiff exactly in the bottom right corner of the text box. It should fit the full width of the textbox and the brighter area of the gradient sbould always emanate from the centre point of the brandmark.

AIB Brand Toolkit May 2013 V1

Green Gradient

PMS 262 Gradient

The green gradient is used within the Contact Strip and is composed of PMS 369 and PMS 336. The gradient has been carefully constructed and it is imperitive that it shows the spectrum of colour as seen here at all times. Please do not alter the orientation of either gradient or add any additional colours into the gradients.

Life’s too short for long queues.

bkgrd_flattened_Large_CMYK.tif

Exceptions: There is flexibility in the digital space to allow for a more dynamic treatment. e.g. tablet and mobile banking.

PMS 369 Gradient

Blend at 67

PMS 369 at 0%

PMS 336 at 100%

Section 9 Colour Palettes Gradients Neutral Gradient The neutral gradient should be used to create the background for all illustrations. Please use the supplied file to create any neutral gradients: bkgrd_grey_flattened_ CMYK.tif

Neutral Gradient bkgrd_grey_flattened_CMYK.tif

3 .85% 1

.05%

Click on aib.ie and you could win €500 in our savings competition.

A.E.R. variable on balances up to €10,000

A.E.R. variable on balances from €10,001 - €100,000

This stuff is important. But if you’ve any questions, just ask.

• Only 7 calendar days notice required to access your savings • To open an account you must have a suitable AIB Payment Account and be a registered user of AIB Internet Banking

AIB Brand Toolkit May 2013 V1

For great savings move a piggy bank online.

Grey 1 at 0%

Grey 2 at 50%

Grey 1 at 100%

CMYK 19, 15, 16, 0 RGB 205, 204, 203 Hex CDCCCB

CMYK 8, 6, 6, 0 RGB 231, 231, 231 Hex E7E7E7

CMYK 19, 15, 16, 0 RGB 205, 204, 203 Hex CDCCCB

Savings: Online Notice Deposit 7 Account Drop into a branch • 1800 123 45678 • aib.ie

Section 10 Activation Brands

AIB believes in acting as a single, unified brand. Because of this we do not create sub-brands. In effect we should always speak with one voice. However there are times when an additional graphic or endorsement will assist customers in understanding a specific activity or relationship. In these circumstances an activation mark or endorsement lockup may be created. Principles >> Both endorsement lockups and activation marks should visually link to the AIB design system, using a similar style both in terms of shape and colour balance

AIB Brand Toolkit May 2013 V1

>> Activation marks should only ever be used on AIB communications (not third party communications) >> Activation marks should never be locked up with the AIB brandmark >> Endorsement lockups should only be used on third party communications >> Endorsement lockups should always be locked up with the AIB brandmark

Section 10 Activation Brands Initiatives AIB is involved in a number of initiatives. They are created within AIB and therefore fall under the remit of master guidelines. It is important to remember that an initiative is not a sub-brand therefore should never appear next to the AIB logo. The initiative element always appears in the top right hand corner of the piece of communication, adhering to the master guidelines regarding margins, typestyles, gradients etc outlined in this document. The initiative activation box can take on different forms - however, it should always visually relate to our new design system. In this way our activation branch will share a visual link to our communications. The hierarchy and relationship elements should not change and remember to design with the content in mind. Keep all elements as streamlined as possible.

AIB Brand Toolkit May 2013 V1

FOR SME BUSINESS

This stuff is important. But if you’ve any questions, just ask. • • • •

FOR SME BUSINESS

School Sample Initiatives - not approved designs

The minimum first lodgement is €1,000 Terms of 2, 3, 4, 6, 9, 12, 18 or 24 months are available Penalty-free access to 50% of your deposit in a one-off withdrawal Redemption Cost - If more than one withdrawal is made or more than 50% of your deposit is accessed, a redemption cost has to be applied. The redemption cost is made up of an administration cost of €63.50 + funding cost (where applicable).

Flexi - Flexible term deposit accounts for agile business’.

savers

Business Accounts Chat to you AIB Relationship Manager or one of our SME Specialists to find out more. Drop into a branch • 1800 123 45678 • aib.ie

AIB Junior accounts

Terms & conditions apply. Interest is subject to D.I.R.T. at the prevailing rate (for more information go to www.revenue.ie). Allied Irish Banks, p.l.c. is regulated by the Central Bank of Ireland.

Sample layout

Section 10 Activation Brands Endorsements AIB may endorse SME customer communications. In these instances, a specific lock up is required. Taking itâ&#x20AC;&#x2122;s lead from the master AIB guidelines, the endorsement design comprises 3 elements: brandmark, text box and endorsement bar. Margins are determined by .5X. The text box can increase to accommodate additional text, but please ensure this is kept to a minimum. Text is set in FS Albert Regular and Extra Bold respectively. Please be aware of the relationship between the AIB brand and the endorsed brand. Remember that the AIB brand adopts a secondary role in this instance.

This ad was made with the support of SME Banking

This ad was made with the support of

This ad was made with the support of SME Banking

SME Banking Sample layout

The endorsement should always be placed in the bottom right hand corner of the advert as per the visual.

The system of X is the basis for the design system. The brandmark is always 2X in width. AIB Brand Toolkit May 2013 V1

Section 11 Design System

AIB Brand Toolkit May 2013 V1

Our design system is built upon the concept of creating a visual â&#x20AC;&#x2DC;bridgeâ&#x20AC;&#x2122; between ourselves and our customers. This bridge is in essence an extension of the brandmark. It is a flexible system designed to adapt and move based upon imagery, length of message and channel of communication.

components and how they come together to create a flexible yet recognisable structure encorporating imagery, messaging and medium.

The following section provides an indepth analysis of our design system. It outlines its individual

The system is used across the board for all customers: Corporate, SME and Personal.

Section 11 Design System

11.1 11.2 11.3 11.4 11.5 11.6 11.7 11.8 11.9 11.10 11.11 11.12 11.13 11.14 11.15 11.16

Overview Basic Elements Brandmark Scaling System Brandmark Positioning Text Boxes Text Boxes - Terms & Conditions Contact Strip Type Sizes Type SizesTable Type Styles Terms and Conditions Terms and Conditions Table Terms and Conditions Activations Social Media Icons & QR Codes Exceptions - A5 Leaflet - DL Leaflet - A1 Tactical Posters - 48 Sheet Bringing It All Together

AIB Brand Toolkit May 2013 V1

Section 11.1 Design System Overview g

This section will signpost all the individual elements required to build engaging and relevant design solutions for all AIB customers: Personal, SME and Corporate. The default format used is A4 unless stated. You will also be provided with detailed information for all other formats and exceptions to the rule. A

Image Placement

Text Box

Type Sizes

Contact Strip

QR Codes

Terms & Conditions

Activation Area

Third Party Branding

Brandmark Placement

Social Media Icons

Headline in Reg weight type size 42/42pt.

Business Unit text Ex Bold 16pt Subhead copy here Regular 16/18pt sum incitatemqui pliti con reperiatus. Ihitatin re delic tempos soluptur? Aperis quaspe ne vererum fugit aut lam fuga.

d e f

AIB Brand Toolkit May 2013 V1

Contact Strip

@AskAIB

Tâ&#x20AC;&#x2122;s and Câ&#x20AC;&#x2122;stext in Light weight 10pt on 9pt at 90% horizontal scale. Genis nobita sit as dellam simi, torro diciis et aut arum quuntiusant es as molesti volor siminvent voluten imagnis moloresti venimus acerspernam dolesende volupisi solute millumenet verum sedigendi quis as sediatat. Caeptatur sum estiunt eum aliquos nihiciminum reic tectem reserit apientore alit et fugia seditaquid exerspel ea quam, quia suntorem sit expliqui nectibus et fuga. Anti fuga.

Section 11.2 Design System Basic Elements The breakdown of individuals elements are as follows:

Headline / Sub-Head

Business Unit/Service/Offering Contact Information

FS Albertus Regular

FS Albertus Extra Bold

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

1. T ext box with core gradient 2. Contact Strip with supporting gradient 3. Brandmark 4. Typography 5. Layout rules 6. Imagery & variation of formats

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

Call to action

FS Albertus Bold 2

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

Life’s too short for long queues. Self Service Banking That’s why from now on you can do most of your banking from wherever you happen to be. Just log on or drop in to us to find out more.

3.05% 1.85% A.E.R. variable on balances up to €10,000

A.E.R. variable on balances from €10,001 - €100,000

This stuff is important. But if you’ve any questions, just ask.

• Only 7 calendar days notice required to access your savings • To open an account you must have a suitable AIB Payment Account and be a registered user of AIB Internet Banking

Drop into a branch • 1800 123 45678 • aib.ie

For great savings move a piggy bank online. Savings: Online Notice Deposit 7 Account Drop into a branch • 1800 123 45678 • aib.ie

AIB Brand Toolkit May 2013 V1

Section 11.3 Design System Brandmark Scaling System Brandmark by format

The AIB brandmark governs everything that happens in our communications. It is the starting point for all design elements and therefore should be the first element to established. Specifications The brandmark is based on a measurement of X. The width of the brandmark determines X and the brandmark is always 2X. The system of X is the basis for the design system. This is a universal scale, applicable across all formats.

AIB Brand Toolkit May 2013 V1

A4 Brandmark width = 20mm X = 10mm

Brandmark width = 16mm, X = 8mm

Brandmark width = 20mm, X = 10mm

Brandmark width = 16mm, X = 8mm

Brandmark width = 30mm, X = 15mm

Brandmark width = 40mm, X = 20mm

Brandmark width = 56mm, X = 28mm

Brandmark width = 80mm, X = 40mm

6 Sheet Brandmark width = 136mm, X = 68mm 48 Sheet* Brandmark width = 100mm, X = 50mm *B ased on 48 Sheet page set up of 25%. Please multiply by 4 for full size brandmark dimensions.

Section 11.4 Design System Brandmark Positioning The brandmark is always situated in the bottom right hand corner of the layout. The distance from the edge of the page is determined by the brandmark X width. Specifications A

The brandmark should be 2X in width.

The distance from page edge is 1.5X. This measurement creates the all page margins.

Please note c

Where Terms and Conditions are required, the margins from the base of the page are increased by multiples of .5X dependant on content. See page 36 for detailed guidelines when using Terms and Conditions.

AIB Brand Toolkit May 2013 V1

Page at 25% c

A b

Section 11.5 Design System Text Boxes The design system has been designed with maximum flexibility in mind. You are encouraged to alter the dimensions and orientation of the text box to best fit your message and image choices.

bkgrd_flattened_Large_CMYK.tif

Specifications A The right edge of the text box aligns to the centre of the brandmark width. B The width of the text box should be determined by the amount of copy. C Using the file provided, place the gradient exactly in the bottom right corner of the text box. It should scale to the full width of the textbox.

Max height - is the half way point of the image, making sure it is not obscuring key parts of the image. Max width - can extend to the left hand margin.

Min height - 7X. Min width - based on the length required for the Contact Strip. See page 37 for further detail. AIB Brand Toolkit May 2013 V1

Section 11.6 Design System Terms & Conditions As mentioned, the maximum height of the text box is always the halfway point on the page. However, we always measure this halfway point from the base of the image. This accounts for the possible inclusion of Terms and Conditions at the base of the page. In other words, we measure from the top of the Terms and Conditions box to the top of the page and divide by 2 to determine the usable halfway point on the page. A

Midway point of image box

Terms & Conditions box

Midway point of image box

Terms & Conditions box

A A

Sample layout 1

AIB Brand Toolkit May 2013 V1

Sample layout 2

Section 11.7 Design System Contact Strip This box contains the contact details for the customer to access in a clear, concise manner. Please use the green gradient provided, taking care to replicate it so that the spectrum of colour does not deviate from the version supplied. Do not alter the direction of the gradient or introduce any additional colour. Positioning & Sizing The Contact Strip has a fixed lock up, for which there are no exceptions. A It takes itâ&#x20AC;&#x2122;s height from the blue bar in the AIB brandmark. B

The length of the Contact Strip is always one X width shorter than the main text box. Please consider the amount of copy to be contained within the contact bar when determining the width of the main text box. B

AIB Brand Toolkit May 2013 V1

Section 11.8 Design System Type sizes There are five main type sizes to be adhere to when creating a layout. These are: A Headline

Business Unit/Service/Offering

c Subhead

Call to action

Contact Strip

Type sizes relate to page dimensions. See page 39 for table. Information should be structured so that the five tiers of copy are utilised, and the order should not change.* However, the amount of copy can vary as required. Short, succinct copy works best. This is especially important for larger formats such as 6 sheet and 48 sheets where consumer attention spans are limited. Please see the section on TOV (page 20) for copywriting guidance and how to use utilise these distinct sections effectively.

Headline in Reg weight type size 42/42pt.

Business Unit text Ex Bold 16pt

Subhead copy here Regular 16/18pt sum incitatemqui pliti con reperiatus. Ihitatin re delic tempos soluptur? Call to action copy here Bold 16/18pt.

Contact Strip Ex Bold 12pt

N.B. All type should always be in white, without exception. * S ee section beginning page 45 for exceptions to this rule AIB Brand Toolkit May 2013 V1

Section 11.9 Design System Type Sizes Table This table provides an overview of the type sizes that should be implemented when designing to different formats. Please do not deviate from these sizes.

All type is set in FS Albert DL

Headline: Reg 28/28pt Business Unit: Ex Bold 11pt Subhead: Reg 11/14pt Call to Action: Bold 11/14pt Detail Strip: Ex Bold 8pt

Headline: Reg 56/56pt Business Unit: Ex Bold 22pt Subhead: Reg 22/25pt Call to Action 22/25pt Detail Strip: Ex Bold 18pt

Headline: Reg 168/168pt Business Unit: Ex Bold 64pt Subhead: Reg 64/72pt Call to Action: Bold 64/72pt Detail Strip: Ex Bold 48pt

6 Sheet

Headline: Reg, 32/32pt Business Unit: Ex Bold, 12pt Subhead: Reg, 12/15pt Call to Action: Bold 12/15pt Detail Strip: Ex Bold 9pt

Headline: Reg 84/84pt Business Unit: Ex Bold 32pt Subhead: Reg 32/36pt Call to Action: Bold 32/36pt Detail Strip: Ex Bold 24pt

Headline: Reg 260/260pt Business Unit: Ex Bold 90pt Subhead: Reg 90/100pt Call to Action: Bold 90/100pt Detail Strip: Ex Bold 68pt

48 Sheet*

Headline: Reg, 42/42pt Business Unit: Ex Bold 16pt Subhead: Reg 16/18pt Call to Action: Bold 16/18pt Detail Strip: Ex Bold 12pt

Headline: Reg 120/120pt Business Unit: Ex Bold 48pt Subhead: Reg 48/54pt Call to Action: Bold 48/54pt Detail Strip: Ex Bold 36pt

Headline: Reg 180/180pt Business Unit: Ex Bold 90pt Subhead: Reg 90/100pt Call to Action: Bold 90/100pt Detail Strip: Ex Bold 60pt * Type sizes are based on file set up of 25%. Multiply by 4 to calculate full size figures.

AIB Brand Toolkit May 2013 V1

Section 11.10 Design System Type Styles The distance between the different tiers of messaging is a crucial part of our design system and should be adhered to at all times. Like all other elements within the system, this distance is determined by X. Specifications A

Create margins within the text box which are .5X from the left hand side and top.

Margins on the right hand side and from the bottom of the box are double this measurement: 1X. This ensures adequate clearance from the brandmark and the Contact Strip.

Distance between the baseline of Headline copy and baseline of Business Unit copy is 1X

The distance between Business Unit and Subhead is .5X as per visual

No additional returns between Subhead and CTA copy

Contact Strip content should be left aligned within the box

AIB Brand Toolkit May 2013 V1

A b

c d

Headline in Reg weight type size 42/42pt. Business Unit text Ex Bold 16pt Subhead copy here Regular 16/18pt sum incitatemqui pliti con reperiatus. Ihitatin re delic tempos soluptur? Call to action copy here Bold 16/18pt. Contact Strip Ex Bold 12pt

Section 11.11 Design System Terms & Conditions Terms and conditions may need to be accommodated into the design system. In this instance, please adhere to the following guidelines: Specifications A

The Ts & Cs bar is located at the base of the page and should always be a multiple of .5X

b All Ts & Cs should be written in FS Albert Light @ 100% black. Please see the panel on page 42 for type sizes relating to specific page dimensions c Margins within the Ts & Cs box are .5X from the left, right and the base of the page. D

Ts & Cs should always be left aligned.

Bb Cc

AIB Brand Toolkit May 2013 V1

Section 11.12 Design System Terms & Conditions Table This table provides an overview of the types sizes that should be adhered to when incorporating Terms and Conditions into design system. Please do not deviate from these sizes.

All type is set in FS Albert Light DL Minimum point size 9pt A5 Minimum point size 9pt A4 Minimum point size 12pt A3 Minimum point size 14pt A2 Minimum point size 14pt A1 Minimum point size 20pt AO Minimum point size 26pt 6 sheet Minimum point size 50pt 48 sheet Minimum point size 72pt

AIB Brand Toolkit May 2013 V1

Section 11.13 Design System Terms and Conditions

Activation A When creating tactical communications that require heavy terms and conditions we incorporate them into the design system and highlight their importance.

A.E.R. variable on balances from €10,001 - €100,000

We encourage our customers to not only read them, but to contact us should they find any information unclear or confusing. Please see page 49 for detailed information regarding typographic styling.

.85%

This stuff is important. But if you’ve any questions, just ask.

• O nly 7 calendar days notice required to access your savings • T o open an account you must have a suitable AIB Payment Account and be a registered user of AIB Internet Banking

3 1

.05% .85% A.E.R. variable on balances up to €10,000

A.E.R. variable on balances from €10,001 - €100,000

This stuff is important. But if you’ve any questions, just ask.

• Only 7 calendar days notice required to access your savings • To open an account you must have a suitable AIB Payment Account and be a registered user of AIB Internet Banking

For great savings move a piggy bank online. Savings: Online Notice Deposit 7 Account Drop into a branch • 1800 123 45678 • aib.ie

T’s and C’stext in Light weight 20pt on 19pt 90% horizontal scaling Genis nobita sit as dellam simi, torro diciis et aut arum quuntiusant es as molesti volor siminvent voluten imagnis moloresti venimus acerspernam dolesende volupisi solute millumenet verum sedigendi quis as sediatat. Caeptatur sum estiunt eum aliquos nihiciminum reic tectem reserit apientore alit et fugia seditaquid exerspel ea quam, quia suntorem sit expliqui nectibus et fuga. Anti core et fuga. Itatem ipiendant. quis as sediatat. Caeptatur sum estiunt eum aliquos nihiciminum reic tectem reserit apientore alit et fugia seditaquid exerspel ea quam, quia suntorem sit expliqui nectibus et fuga. Anti core et fuga. Itatem ipiendant. quis as sediatat. Caeptatur sum estiunt eum aliquos nihiciminum reic tectem reserit apientore alit et fugia seditaquid exerspel ea quam, quia suntorem sit expliqui nectibus et fuga. Anti core et fuga. Itatem ipiendant.

For great savings move a piggy bank online. Savings: Online Notice Deposit 7 Account Drop into a branch • 1800 123 45678 • aib.ie

AIB Brand Toolkit May 2013 V1

Section 11.14 Design System Social Media Icons & QR Codes In certain instances, it will be necessary to insert QR Codes or Social Media icons. There are dedicated areas for these elements which should be adhered to at all times. Social Media Icons A

All social media icons should be placed in line with the Contact strip and the height should equal 1X. The top of the logos should line up with the base of the AIB logo.

Contact Strip A

@AskAIB

QR Codes B

QR codes sit flush left with the text box. The width of the Contact strip reduced to accommodate this. Please be aware of a reduction in space for copy in this area.

The QR Code is aligned with the social media icons (1X below the logo) and extends up to the x-height of the Contact info text. Distance between the QR Code and the Contact strip is .5X

Contact Strip

@AskAIB

AIB Brand Toolkit May 2013 V1

Section 11.15 Design System Exceptions

The following pages outline the exceptions to these guidelines. Please study them carefully and adhere to the exceptions where appropriate. • A5 alternative template • DL format • A1 tactical • 48 sheet • Pull-up banners

AIB Brand Toolkit May 2013 V1

Section 11.15 Design System Exceptions A5 Template There is an alternative typographic lock up for A5 layouts which relates to in-branch collateral such as brochure covers. Life & Health Insurance

Here, the hierarchy of information is reversed and should read as follows: A

It’s not what you leave behind, it’s who. We understand it’s not a conversation people like to have, that’s why we make it easy. When you’re ready to, our trained Insurance Managers are here to listen.

Business unit/service/offering

Drop into a branch • 1800 123 45678 • aib.ie

b Headline

A5 in-branch sample

All type weights and sizes remain consistent and should not be altered in any way. A b

Business Unit text Ex Bold 12pt

Headline in Reg weight type size 32/32pt. Subhead copy here Regular 12/15pt sum incitatemqui pliti con reperiatus. Ihitatin re delic tempos soluptur? Call to action copy here Bold 12/15pt Contact Strip Ex Bold 9pt

A5 layout at 100%

AIB Brand Toolkit May 2013 V1

Section 11.15 Design System Exceptions DL Format option A

By virture of it’s dimensions, the DL format has a number of exceptions to the rules outlined in the previous pages. Unless specified here, all design elements adhere to those previously outlined. Specifications A

All margins are reduced to 1X

Width of text box should always be at the maximum allowed as shown. There is no flexibility for width within DL format. (Textbox max height is the halfway point of page.)

The clearance zone around brandmark has been reduced to .5X for Subhead copy

The margins for the Contact Info box have been reduced to .5X, except for the bottom margin which remains 1X

The DL format uses an alternative lock up whereby the Business Unit preceeds the Headline copy

AIB Brand Toolkit May 2013 V1

Self Service Banking

Life’s too short for long queues. That’s why from now on you can do most of your banking from wherever you happen to be. Drop in to us to find out more. Drop into a branch • 1800 123 45678 • aib.ie

DL sample Business Unit text Ex Bold 11pt

Headline in Reg weight type size 28/28pt. c

Subhead copy here Regular 11/14pt sum incitatemqui pliti con reperiatus. Call to action copy Bold 11/14pt

d Contact Strip Ex Bold 8pt

Section 11.15 Design System Exceptions DL Format option B Similar to the DL Format option A, this DL format has a number of exceptions to the rules outlined in the previous pages. Unless specified here, all design elements adhere to those previously outlined.

Headline in Reg weight type size 28/28pt.

A Guide to Fees and Charges for Personal Accounts. This document contains important information. Please read carefully and retain for future reference.

Subhead copy here Regular 11/14pt sum incitatemqui pliti con reperiatus. Call to action copy Bold 11/14pt

Specifications A

Text margins are 1.5X

The clearance zone around brandmark has been reduced to .5X for Subhead copy

11th March 2013

Regulatory Brochure Front Cover

If you have any questions just ask.

Regulatory Brochure Back Cover

Contact Strip Ex Bold 8pt

AIB Brand Toolkit May 2013 V1

Section 11.15 Design System Exceptions A1 Rate Led Rate Led collateral is typically A1 in size and encorporates illustrated imagery on a neutral background. This creates space and flexibility to focus on large pull-out messages without creating a cluttered layout. Unless specified here, all design elements adhere to those previously outlined.

Border = 1.5X

Text specifications Rate Led designs contain more text, and should adhere to the hierarchy outlined here. Please pay special attention to spacing allocated between individual typestyles. A

Rates - Use core gradient

Rate clarification text in PMS 425

Introduction text bar - use core gradient guide outlined here to create a strip for content

Compliance bullets in PMS 425

Always use the neutral background

AIB Brand Toolkit May 2013 V1

.XX% .XX%

A.E.R. variable on balances up to €10,000

A.E.R. variable on balances from €10,001 - €100,000

Rate clarification text Ex Bold 36pt

This stuff is important. But if you’ve any questions, just ask.

• Only 7 calendar days notice required to access your savings • To open an account you must have a suitable AIB Payment Account and be a registered user of AIB Internet Banking

For great savings move a piggy bank online. Savings: Online Notice Deposit 7 Account Drop into a branch • 1800 123 45678 • aib.ie

Rate clarification text Ex Bold 36pt

Background specifications Backgrounds should be AIB grey gradient, specified on page 25

X X

3 1

.05% .85%

c d

Rate led sample

Introduction text bar: 24pt

• Compliance bullet points copy 48pt/54pt • Um incitatemq pliti con reperiatus. Ihitatin re delic tempos soluptur? Aperis quaspe ne vererum fugit aut lam

1. CMYK 76, 100, 37, 43 2. CMYK 58, 92, 12, 54 3. CMYK 38, 100, 40, 15 4. CMYK 16, 74, 15, 0

bkgrd_flattened_Large_CMYK.tif bkgrd_grey_flattened_CMYK.tif

Section 11.15 Design System Exceptions A1 Rate Led Promotional Flash box This can be found on a Rate Led piece of communications and contains promotional text that accompanies the design solution. It consists of two elements: • A corner bracket • An enclosure

A b c D

Corner bracket A

The corner bracket is filled with the green gradient or white. It sits on the page margins in the top right hand corner, directly above and to the right of the Flash Box.

It is 1/4 X height and 1.5X in width.

The enclosure is fully scalable and always a multiple of .5X. Copy should always be set in Pantone 262, FS Albert ExBold. Text should be centred.

Borders within the box are .5X.

Make sure there is a clearance zone of .5X between the edge of the box and the Rate copy.

AIB Brand Toolkit May 2013 V1

.05%

Promotional flash box. Text in Ex Bold 36pt

A.E.R. variable on balances up to €10,000

Promotional flash box. Text in Ex Bold 36pt

Enclosure b

1/4X

Option A

3 1

.05% .85%

Click on aib.ie and you could win €500 in our savings competition.

A.E.R. variable on balances up to €10,000

A.E.R. variable on balances from €10,001 - €100,000

Promotional flash box. Text in Ex Bold 36pt

Option B

3 .85% 1

.05% A.E.R. variable on balances up to €10,000

Click on aib.ie and you could win €500 in our savings competition.

A.E.R. variable on balances from €10,001 - €100,000

This stuff is important. But if you’ve any questions, just ask.

• Only 7 calendar days notice required to access your savings • To open an account you must have a suitable AIB Payment Account and be a registered user of AIB Internet Banking

For great savings move a piggy bank online.

Savings: Online Notice Deposit 7 Account

Drop into a branch • 1800 123 45678 • aib.ie

Sample: Option A in use

Drop into a branch • 1800 123 45678 • aib.ie

Sample: Option B in use (with scaling) 50

Section 11.15 Design System Exceptions

48 Sheet The 48 sheet poster has a number of specific requirements. Unless specified here, all design elements adhere to those previously outlined.

Shorter headlines in large formats 145pt. Business Unit text Ex Bold 65pt Subhead copy here Regular 65/75pt. Call to action copy here Bold 65/75pt.

Specifications A

All margins are reduced to 1X

Please allocate adequate space for Ts & Cs, calculated in measurements of .5X

Max width of the text box is 4X beyond the centre point of the page. Max height of text box is 2X beyond the halfway point of the page. Ensure that the text box does not obscure key parts of the image.

Minimum height and width are based on the amount of copy in the text box and Contact Strip respectively.

Contact Strip Ex Bold 50pt

Logo width = 100mm X = 50mm

It’s not what you leave behind, it’s who. Life & Health Insurance When you’re ready we’re here to listen. Drop in to us to find out here.

Drop into a branch • 1800 123 45678 • aib.ie

48 sheet sample

Please note Word count reduces significantly to mirror the reduced attention span of the consumer. Messaging should be short, concise and engaging. AIB Brand Toolkit May 2013 V1

Type sizes are based on file set up of 25%. Multiply by 4 to calculate full size figures. 51

Section 11.15 Design System Exceptions

48 Sheet (larger headlines) The 48 sheet poster has a number of specific requirements. Unless specified here, all design elements adhere to those previously outlined.

Larger headlines 220pt. Business Unit text Ex Bold 65pt Subhead copy here Regular 65/75pt. Call to action copy here Bold 65/75pt.

Specifications A

All margins are reduced to 1X

Please allocate adequate space for Ts & Cs, calculated in measurements of .5X

Minimum height and width are based on the amount of copy in the text box and Contact Strip respectively.

Contact Strip Ex Bold 50pt

@AskAIB

Logo width = 100mm X = 50mm

It’s who you leave behind. Life & Health Insurance When you’re ready we’re here to listen. Drop in to us to find out here.

Drop into a branch • 1800 123 45678 • aib.ie

@AskAIB

48 sheet sample (with social media)

Please note Word count reduces significantly to mirror the reduced attention span of the consumer. Messaging should be short, concise and engaging. AIB Brand Toolkit May 2013 V1

Type sizes are based on file set up of 25%. Multiply by 4 to calculate full size figures. 52

Section 11.15 Design System Exceptions Pull-up Banners Pull-up banners have a number of specific requirements. Unlike other printed communications the brandmark should always be located near the top of the layout.

Headline Font is between 260pt to 280pt

AIB Supporting Business

Call to Action 150pt

Talk to us here today.

Contact Strip Ext Bold 76pt

1890 47 88 33 â&#x20AC;˘ www.aib.ie/business

Specifications A

All margins are reduced to 1X

Please allocate adequate space for Ts & Cs, with consideration for their low position

The text box can be scaled vertically (from the top down) based upon the amount of copy being used. Copy should be short. The width of the text box is fixed.

Please note Pull-up banners also act as wayfinding and so the hierarchy of information within the text box reflects this.

Terms & Conditions FS Albert Regular 64pt

AIB Brand Toolkit May 2013 V1

Lending criteria, terms and conditions apply. Allied Irish Banks, p.l.c. is regulated by the Central Bank of Ireland.

Section 11.15 Design System Exceptions Pull-up Banners For instances where a larger headline is required on a pull-up banner the headline may be positioned outside of the text box. All other infomation should be localised within the text box. In these circumstances there are a number of possible executions, including use of the gradient, object based imagery and photography. Please note There are positioning differences between the content of the text box on this layout as compared to the previous pull-up banner (see previous page).

Call to action 260pt Contact Strip Ext Bold 76pt

Talk to us here today

Headline FS Albert Reg up to 360/360pt

1890 47 88 33 • www.aib.ie/business

Talk to us here today 1890 47 88 33 • www.aib.ie/business

AIB SUPPORTING BUSINESS

Lending criteria, terms and conditions apply. Allied Irish Banks, p.l.c. is regulated by the Central Bank of Ireland.

Talk to us here today 1890 47 88 33 • www.aib.ie/business

AIB SUPPORTING BUSINESS

Lending criteria, terms and conditions apply. Allied Irish Banks, p.l.c. is regulated by the Central Bank of Ireland.

Terms & Conditions FS Albert Regular 64pt

AIB Brand Toolkit May 2013 V1

Section 11.17 Design System Bringing It All Together

3 1

.05% .85%

This page contains examples of the design system in a variety of formats, with different content and different audiences.

Click on aib.ie and you could win €500 in our savings competition.

A.E.R. variable on balances up to €10,000

A.E.R. variable on balances from €10,001 - €100,000

This stuff is important. But if you’ve any questions, just ask.

• Only 7 calendar days notice required to access your savings • To open an account you must have a suitable AIB Payment Account and be a registered user of AIB Internet Banking

Going it alone doesn’t mean you’re on your own.

AIB Supporting Business

Corporate Banking That’s why from now on you can do most of your banking from wherever you happen to be. Just log on or drop in to us to find out more.

For great savings move your piggy bank online. Savings: Online Notice Deposit 7 Account

Business banking that’s a piece of cake. SME Banking That’s why from now on you can do most of your banking from wherever you happen to be. Just log on or drop in to us to find out more.

Drop into a branch • 1800 123 45678 • aib.ie Drop into a branch • 1800 123 45678 • aib.ie

Drop into a branch • 1800 123 45678 • aib.ie

Talk to us here today.

Life’s too short for long queues. Self Service Banking That’s why from now on you can do most of your banking from wherever you happen to be. Just log on or drop in to us to find out more.

1890 47 88 33 • www.aib.ie/business

Drop into a branch • 1800 123 45678 • aib.ie

It’s not what you leave behind, it’s who. Life & Health Insurance When you’re ready we’re here to listen Drop into a branch • 1800 123 45678 • aib.ie

Drop into a branch • 1800 123 45678 • aib.ie

AIB Brand Toolkit May 2013 V1

Section 12 Internal Brochure

AIB Brand Toolkit May 2013 V1

Section 12 Internal Brochure Internal A5 brochure The Internal A5 brochure has a number of specific requirements. Unless specified here, all design elements adhere to those previously outlined. Specifications A

Regular/32pt

b Regular/11pt/11.5pt

Contents

c Bold/11pt/11.5pt

01 Lorem Ipsum

Alignment starts from the bottom

01 Lorem Ipsum

Images are spaced using the standard X rulet (X=7mm)

01 Lorem Ipsum

01 Lorem Ipsum 01 Lorem Ipsum 01 Lorem Ipsum 01 Lorem Ipsum 01 Lorem Ipsum 01 Lorem Ipsum 01 Lorem Ipsum

E AIB | Lorem | Ipsum

Contents

AIB Brand Toolkit May 2013 V1

Section 12 Internal Brochure Internal A5 brochure Specifications A

Regular/32pt/34pt

b Regular/12pt/14.5pt c Regular/9pt/11.5pt

Lorem ipsum sit dolor amet pos aut acest.

Lorem Ipsum Natecuptas eiundam faccum am harum que pella sequod magnate stionse velloreribus estinim agnimaios et, sitempo rempos dolorep udanimin rem. Itate cum rem fugit, sequibusape nobit, officid quid que aditatur, ommoditas aut alibus aut plisquam delenisqui omnia quae ne ni ipicipsa versperiatum. Volorrovid quo eictatus dollupta aut et faccatia nus as milita nonsed quos vollam audae lis niendaeprae ea nem litature niae porepellat accabo.

Nam, quos estiscia pos aut acest, il molloriost dia ducil essi aditium rerum rerfernam cumquaes explaccuptae nonsequiam.

D Bold/11pt E Regular/7pt F Bold/9pt

G Regular/12pt/14.5pt

Images are spaced using the standard X rulet (X=7mm)

Natecuptas eiundam faccum am harum que pella sequod magnate stionse velloreribus estinim agnimaios et, sitempo rempos dolorep udanimin rem. Itate cum rem fugit, sequibusape nobit, officid quid que aditatur, ommoditas aut alibus aut plisquam delenisqui omnia quae ne ni ipicipsa versperiatum. Volorrovid quo eictatus dollupta aut et faccatia nus as milita nonsed quos vollam audae lis niendaeprae ea nem litature niae porepellat accabo.

Lorem Ipsum Magnam et eostionseque voloria vendita tiatur mossin por si quia quisin eictiumque natae venimin tureium, omnis et iusda venem quasimo luptassitis est excerum hillique

proreium qui doloreptur, vel molores doluptaes et, consend itiaectes aliquunt ut voluptas doloriam volorporerum ipsandi dolorru ptatum aniet, consed qui cus, sam nienis maximet imodi derrovi duciur re alique volor sincius. Evelecerunt pari doloris sum et eumqui.

Lorem Ipsum aborem faccum ellorep editis sum aut essin consedis que porpos doluptu sapicia quosapid modis et molupient et iusandit as doluptatur maiorerro blandantibus modis et eos dolorrum cus simincieni asperspiet ent et vendandandis eum non parciae ommoditate esto voluptas et es anim ra conserum, quo tet porecus volestio. Nempori ossum, sinumqu iatiis pe etur. Tur atem iunt, omnis con rerfero etur, cusam eicia veria porum seque vent lautemq uibus, occum dit, ipsamet quundis etur acest et maxim sunt.Ma quia sa samet ad ut alicienis pa porem et, ommoditatet aut ad untum iliquibusae sitiunt a quis re dolore nis corerum facernatquis aut aruptate remquosae pos.

Nam, quos estiscia pos aut acest, il molloriost dia ducil essi aditium rerum rerfernam cumquaes explaccuptae.

AIB | Lorem | Ipsum

Lorem Ipsum Caes aligenti qui doluptas inctem is modit, volupta tianiet que preictem ilibusanis pliquosam que nemquae vit quam voluptatur ma volor sim experum esto blant rati toriorem con ratemodipit volendam faccusam reped quam, cust, se pelessi. Magnam et eostionseque voloria vendita tiatur mossin por si quia quisin eictiumque natae venimin tureium, omnis et iusda venem quasimo luptassitis est excerum hillique proreium qui doloreptur, vel molores doluptaes et, consend itiaectes aliquunt ut voluptas doloriam volorporerum ipsandi dolorru ptatum aniet, consed qui cus, sam nienis maximet.

Lorem Ipsum Imodi derrovi duciur re alique volor sincius. Evelecerunt pari doloris sum et eumqui aborem faccum ellorep editis sum aut essin consedis que porpos doluptu sapicia quosapid modis et molupient et iusandit as doluptatur maiorerro blandantibus modis et eos dolorrum cus simincieni asperspiet ent et vendandandis eum non parciae ommoditate esto voluptas et es anim ra conserum, quo tet porecus volestio. Nempori ossum, sinumqu iatiis pe etur. Tur atem iunt, omnis con rerfero etur, cusam eicia veria porum seque vent lautemq uibus, occum dit, ipsamet quundis etur acest et

Call us 1890 724 724

Click on aib.ie/mortgages

maxim sunt.Ma quia sa samet ad ut alicienis pa porem et, ommoditatet aut ad untum iliquibusae sitiunt a quis re dolore nis corerum facernatquis aut aruptate remquosae pos voluptature nonsed qui nempor res aceaquatur.

Lorem Ipsum

Legal Fees Sum acesto dolliae corrum etus pro modi ulpa quis molorec Ma quia sa samet ad ut alicienis pa porem et, ommoditatet aut ad untum iliquibusae sitiunt a quis re dolore nis corerum facernatquis aut aruptate remquosae pos voluptature nonsed qui nempor res aceaquatur, sum acesto dolliae corrum etus pro modi ulpa quis molorec qui nempor res.

Lorem Ipsum Natecuptas eiundam faccum am harum que

Genis ne consedi tatur? To esecerit aliam et pa sedis debita cuptatu scipis et eos et et offictum, et et aperio incto et aliquae parum lam et eossi dolorepres vel.

H pella sequod magnate stionse velloreribus estinim agnimaios et, sitempo rempos dolorep udanimin rem. Itate cum rem fugit, sequibusape nobit, officid quid que aditatur, ommoditas aut alibus aut plisquam delenisqui omnia quae ne ni ipicipsa versperiatum.

Internal spread

AIB Brand Toolkit May 2013 V1

Section 12 Internal Brochure Internal A5 brochure Specifications A

When it’s time to move, we’ll get things moving for you.

Images are spaced using the standard X rulet (X=7mm)

b Regular/22pt c Bold/14pt

An easy guide to help you get your next mortgage.

D Regular/11pt

No matter what life stage you are at, deciding to buy a new home is a big move. We’re here to help you make sense of your choices, and guide you through the whole process.

Extra Bold/9pt

Maybe you have decided that you need a larger home, or you would like to be nearer

family, friends, the right school for the children, or your new job. Whatever your reason for moving, AIB can help you to plan ahead and get the process moving in the right direction. That means you can get on with the exciting part – finding that new dream home.

How to get in touch Call us

1890 724 724

Call in

Drop into any branch

Click on If you have any questions, drop in to any AIB branch and talk to one of our Mortgage Co-ordinators. They’ll explain exactly what’s involved in getting you ‘mortgage ready’.

Call us 1890 724 724

Images

AIB Brand Toolkit May 2013 V1

Click on aib.ie/mortgages

aib.ie/mortgages

If you have any questions, just ask.

Back cover

Section 13 Digital Communications

AIB Brand Toolkit May 2013 V1

Section 13 Digital

More and more new and existing customers connect with us through the digital environment. This is a different form of communication, with different technical and communication issues. However it is also an exciting opportunity to engage with customers through succinct messaging, engaging imagery and motion, and a level of responsive interactivity that has the power to truly set us apart from our competitors. Principles >> Engage through language, but be succinct

AIB Brand Toolkit May 2013 V1

>> Engage visually, using the mediumâ&#x20AC;&#x2122;s inherent strengths of movement and interactivity

>> Be visually clear, allowing the customer to navigate easily, with an intuitive understanding what is a message and what is a CTA >> Be mindful of the customersâ&#x20AC;&#x2122; full digital journey, from online advert, message and CTA through to the AIB website. We must strive for consistency tonally, visually and experientially

Section 13 Toolkit Overview The toolkit for digital elements can be broken down into 6 main elements:

Hex 00664D

Hex 64A70B

1. Brandmark 2. Content block with core gradient 3. Button 4 Tone of Voice & Typography 5. Colour Palette 6. Photography

AIB Brand Toolkit May 2013 V1

Button

Lifeâ&#x20AC;&#x2122;s too short for long queues.

Section 13 Digital Basic Elements & Brandmark Usage Dimensions Brandmark X Size /Media width

As per design system the AIB brandmark governs everything that happens in our digital communications. It is the starting point for all design elements and therefore should be the first element to be established.

728x90

43 px,

300x250

44 px 22px

22px

120x600 44 px 22px 968x248 52 px 26px Desktop 70 px 35px

The width of the brandmark has been specified for some key size requirements and these can be used as a guide for creating new layouts.

Mobile (x1 Resolution)

70 px 35px

Minimum clearance zone The minimum clearance zone for digital is .5X on all sides. Where possible on larger sizes you should revert to 1X, the preferred clearance zone.

Short headline 44px Minimum clearance zone AIB Brand Toolkit May 2013 V1

Subheader in smaller size 22/24px iam dolupta epudictatia quas doluptia sit mod qui volore

Section 13 Digital Banner Ads Overview This page contains examples of the design system being used in the digital environment. The guidelines from the overall design system should be used where appropriate and we will outline any exceptions specific to digital requirements. Sample layouts are shown for key online banner advertising formats.

Headline in Reg 26/26px. Button Link Roll over to view our Terms & Conditions

A longer subheader with text at smaller size 18/18px

Headline in Reg weight 26/26px.

Button Link

Roll over to view our Terms & Conditions

728x90px - Leaderboard Banner

Short headline Reg 26/26px. Button Link

Terms & Conditions: Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Button

Headline in Reg weight 26/26px.

Roll over to view our Terms & Conditions

300x250px - Square Banner

300x250px - Square Banner Roll over to view our Terms & Conditions

120x600px

AIB Brand Toolkit May 2013 V1

Section 13 Digital Square Ad End Frames This section shows a sample banner ad size with multiple detailed layouts: End Frame 01 Short headings can get maximum imapct by using the 1X spacing and larger type sizes. End Frame 02 Where there is a need for longer running headlines the .5X spacing can be used. The button link should move to align with the content block text.

Short headline Reg 26/26px. Button Link Roll over to view our Terms & Conditions

Short headline Reg 26/26px. Button Link

End Frame 01

AIB Brand Toolkit May 2013 V1

Longer running headlines set in Regular 18/18px. Longer running titles set in Regular 18/18px. Button Link Roll over to view our Terms & Conditions

Longer running headlines set in Regular 18/18px. Longer running titles set in Regular 18/18px. Button Link

End Frame 02

Section 13 Digital Square Ad format - Content blocks Content Frame 01 The content block can be used on its own to show multiple frames of text content. Care should be taken to not obliterate the background image with over large content blocks. The content block does not have to extend to the full width of the banner and can shrink to fit the text.

Stacked Header in Regular 28/28px.

Longer running headlines set in Regular 18/18px. Longer running titles in Regular 18/18px.

Stacked Header in Regular 28/28px.

Longer running headlines set in Regular 18/18px. Longer running titles in Regular 18/18px.

Content Frame 02 Longer running pieces of text can revert to the .5X spacing.

Content Frame 01

AIB Brand Toolkit May 2013 V1

Content Frame 02

Section 13 Digital Square Ad format - Tâ&#x20AC;&#x2122;s & Câ&#x20AC;&#x2122;s Terms Frame 01 Terms and conditions panels should use the Light Grey 2 colour background from the colour palette. Terms layouts can use a minimum space of .5X margin on each side. Terms Frame 02 Where possible, the AIB Brandmark can be used to brand these screens.

Terms Frame 01

AIB Brand Toolkit May 2013 V1

Terms Frame 02

Section 13 Digital Banner Ads End Frames Shown here are some examples of the design system on standard web banner sizes. Due to the tighter size restrictions of smaller banners the brandmark may use 0.5X clearance zone where necessary. Where possible the brandmark should remain consistent on screen in all faces of the banner. The lightest colour the brandmark should be used on the Light Grey 2 colour from the Toolkit Colour Palette. This will help to maintain a consistent white border on the brandmark. The content block gradient may bleed out to the edge of the banner to give maximum legibility to the message.

Guide sizes for small banners

Headline in Reg 26/26px.

Brandmark width 44px

Button Link Roll over to view our Terms & Conditions

Headline in Reg weight 26/26px.

Type Size / Line Height

Headline

26px/26px

Button Link

16px/30px

Tâ&#x20AC;&#x2122;s & Câ&#x20AC;&#x2122;s

10px/11px

A longer subheader with text at smaller size 18/18px

Button Link

Roll over to view our Terms & Conditions

728x90px - Leaderboard Banner

Button

Short headline Reg 26/26px. Button Link Roll over to view our Terms & Conditions

Longer running headlines set in Regular 18/18px. Longer running titles set in Regular 18/18px. Button Link Roll over to view our Terms & Conditions

Headline in Reg weight 26/26px.

300x250px - Square Banner

A button element will use a vertical gradient based on the contact strip gradient breakdown. Primary button text should be set in the FS Albert Extra Bold typeface.

Longer headline in Regular weight 36/36px

Roll over to view our Terms & Conditions

120x600px

Subheader in smaller size 20/20px Button Link Roll over to view our Terms & Conditions

968x248px - Rich Media Banner AIB Brand Toolkit May 2013 V1

Section 13 Digital Banner Ads - T’s & C’s Here are some examples of Terms & Conditions frames.

We use a minimum clearnce all round of .5X and we leave the brandmark in place where possible.

In larger banners we don’t need to fill the entire area so the Terms box builds from the left side and uses the same spacing setup .5X. See Rich Media Banner example. Base background colour Light Grey 2 RGB 231, 231, 231 Hex E9EAEA

728x90px - Leaderboard Banner

T’s & C’s Reveal The rollover button to reveal T’s & C’s in a restricted size banner is docked bottom left. It has it’s own size and for space saving reasons does not position directly inline with the grid.

Short headline Reg 26/26px. Button Link

size 9px/14px

Roll over to view our Terms & Conditions

300x250px - Square Banner Terms & Conditions: Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

Longer headline in Regular weight 36/36px Subheader in smaller size 20/20px

120x600px

Button Link

968x248px - Rich Media Banner AIB Brand Toolkit May 2013 V1

Section 13 Digital Larger formats and rich media Headlines sizes should be taken as a guide only. The headline should be scaled based on its length to get the maximum impact from the copy. In most digital formats the content block can use a margin of 1X to aid legibility.

Longer headline in Regular weight 36/36px

Guide sizes for large banners

Subheader in smaller size 20/20px Button position

Brandmark width 52px

Button Link

The button element should be connected to the content block as per the graphic shown.

Type Size / Line Height

Headline

36px/36px

Button element

Sub Headline

20px/20px

The button element should be connected to the content block, by either sitting inside the block or by overlapping the content block as shown. The button element uses a shadow which matches the brandmark.

Button Link

20px/37px

Longer headline in Regular weight 36/36px Subheader in smaller size 20/20px Button Link

Longer headline in Regular weight 36/36px Subheader in smaller size 20/20px Button Link Roll over to view our Terms & Conditions

968x248px

AIB Brand Toolkit May 2013 V1

Section 13 Digital Website desktop / large screen In a website environment, the brandmark should be used on a background that gives contrast with the border of the logo. In the sample shown here we have used the Light Grey 2 colour from the Toolkit. Where the content block gradient is being used without a button element then a contact strip gradient style box can be used. As per Image header blocks in example. In an exception to the general rule for brandmark usage, where possible online a scalable vector (SVG) version of the logo can be used to ensure a crisp rendering of the brandmark on high resolution devices. In this case a CSS box-shadow can be applied to match the shadow from the brandmark.

Guide sizes Brandmark width 70px

Type Size / Line Height

Headline

44px/44px

Sub Headline

22px/24px

Button Link

22px/41px

Typography & webfonts The FS Albert webfont should be used for all online communications that support webfonts. The fallback font can be Helvetica. Recommended mimimum font size for body copy: 16px eg. font-family: â&#x20AC;&#x153;FS Albert Webâ&#x20AC;?, Helvetica, sans-serif;

Brandmark shadow CSS3 example based on 70px wide brandmark eg. box-shadow: 6px 6px 6px rgba(0, 0, 0, 0.5);

Short headline 44px Button Link

Button Link

Subheader in smaller size 22/24px iam dolupta epudictatia quas doluptia sit mod qui volore Button Link

Short headline 44px Subheader in smaller size 22/24px iam dolupta epudictatia quas doluptia sit mod qui volore Button Link

Image header text Image header text

AIB Brand Toolkit May 2013 V1

Image header text

Section 13 Digital Website desktop - Terms Tâ&#x20AC;&#x2122;s & Câ&#x20AC;&#x2122;s Background In a situation where the background colour does not appear behind the logo or the Terms box is being placed beside a Light Grey box then white can be used as the background.

This site uses cookies: Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Dismiss and continue. Button Link

Button Link

Short headline 44px Subheader in smaller size 22/24px iam dolupta epudictatia quas doluptia sit mod qui volore

Short headline 44px

Subheader in smaller size 22/24px Button Link iam dolupta epudictatia quas doluptia sit mod qui volore

Subheader in smaller size 22/24px iam dolupta epudictatia quas doluptia sit mod qui volore

Button Link

Short header text

AIB Brand Toolkit May 2013 V1

Button Link

Short header text

Section 13 Digital Website mobile Where we can use the recommended clearance zone of 1X we should do so. The button element should be optimized for touch screens and expanded in size. The button element should not bleed off edge of screen. Guide sizes based on Retina Display iOS6

Brandmark width 140px

Type Size / Line Height

Headline

92px/92px

Button Link

46px/88px

AIB Brand Toolkit May 2013 V1

Header text in Regular weight.

Button Link

Section 13 Digital Website mobile - Terms

Header text in Regular weight.

AIB Brand Toolkit May 2013 V1

Header text in Regular weight. Header text Button Link in Regular weight.

Section 13 Digital Social Channels ~ Facebook Social media gives us an opportunity to engage directly with customers forming closer relationships. Creating one-toone conversations and general discussions. Profile graphics on Facebook follow on from the guidelines in the design system.

Bespoke Facebook Profiles This approach allows the brand to customize the Facbook profile & cover image in a flexible manner while retaining structural consistency.

AIB Brand Toolkit May 2013 V1

Profile Image Options

Short headline 36px Subheader in smaller size 16/18px dolupta epudictatia quas doluptia sit mod volore

Recommended

Bespoke Profile Image

Short headline 36px Subheader in smaller size 16/18px dolupta epudictatia quas doluptia sit mod volore

Section 13 Digital Social Channels ~ Twitter We can use the core content gradient for our Twitter Header Image.

Profile Image Options

Recommended

AIB Brand Toolkit May 2013 V1

Section 13 Digital Tone of voice Tone of voice plays an important role regarding our social media channels. Our language communicates our understanding. Therefore, we should look to express the human benefit of our products and services. We strive to speak simply and clearly in a helpful, proactive manner.

General Principles Our language communicates our understanding. Therefore, we should look to express the human beneﬁt of our products and services.

Social Media Principles Try to avoid using social media to ‘broadcast’ your messages. Engagment through social media is a realtime conversation with customers and the wider public.

In general we strive to speak:

In social media we:

>> Simply and clearly >> In a helpful, proactive manner

>> With a gentle humour (when appropriate)

>> With warmth, insight and empathy >> In a familiar (but never flippant) manner (especially when speaking about serious matters) >> Our copywriting and imagery must support and compliment each other

>> Speak using inclusive language (us, we, you) >> Talk like a person, not a press release >> Are honest and friendly >> Are engaged and be informed. We read the contributions of others

>> Provide useful information >> If we publish a mistake we are the first to correct it >> Do not alter previous messages without indicating that you have done so

>> We always pause and think before posting. Social media is an instant communication

AIB Brand Toolkit May 2013 V1

The Brand Union Dublin

Thank you.