December 2023
Prepared
by
A.A. Bromhead Certified Audit Firm, where trust is built, and precision is ensured. Established in 1977, A.A. Bromhead proudly stands as one of the oldest, most famous, and highly respected name in the audit and consulting industry. With a rich history spanning over four decades, our legacy is deeply embedded in the foundations of quality, trustworthiness, and leading by example.
Brand Identity
page 5 ——Ourbrand positioning
page 6——Ourpersonality
page 6 ——Ourtone
page 7 ——Reasons to believe page 7 ——Ourbelief
page 8——Brand Manifesto
page 9——Brand Mission
page 10 ——Brand Vision
page 11 ——Brand Value
page 12——Brand Pyramid
page 13 ——Brand Archetype
Positioning Statement:
A.A. Bromhead occupies a unique space as the architects of trust and pioneers of precision in the audit and consulting industry. Established in 1977, ourlegacy is steeped in a rich history ofunwavering reliability, setting us apart as the standard-bearers oftrust. Ourcommitment to precision is not just a practice; it's a promise we've upheld for decades. We stand alone at the intersection of legacy and precision, offering a level of assurance that transcends the ordinary. At A.A. Bromhead, we don't just provide services; we craft legacies of trust and redefine what it means to be precise in a dynamic business landscape.
— Our personality
Our personality defines who we areasabrand, how our employees get things done, andhow we behaveasacorporate citizen.
Committed
Commitment is our foundation. We unwaveringly dedicate ourselves to client success and excellence, shaping every decision with a steadfast commitment to deliver on promises and build a lasting legacy.
Resourceful
Resourcefulness drives us.
In a dynamic business landscape, we thrive on innovation, leveraging expertise to provide efficient solutions. At A.A. Bromhead, resourcefulness is a mindset propelling us forward.
Authenticity defines us. We foster transparent communication, building genuine connections with clients and within our team. A.A. Bromhead is where authenticity thrives, creating an environment where trust can flourish.
Caring is at our core. We genuinely care about clients, team members, and communities. Rooted in empathy, A.A. Bromhead is more than a service provider; it's a caring partner committed to making a positive impact.
— Our tone
Our tone of voicedefines how our brand speaksand interacts with our passengers.
We aim to inspire in our communication, using uplifting words to motivate and encourage both our team and clients.
Our voice is clever and witty, making complex topics engaging and injecting humor where it fits naturally.
Authentic
Authenticity is at the core of our tone, ensuring transparent and genuine communication that reflects our true values.
Friendly and inclusive We maintain a friendly and inclusive tone, welcoming everyone to be part of the conversation. A.A. Bromhead is a warm presence that fosters connection.
Where we’regoing
our brand strategy is built on a foundation of trust, precision, and unwavering commitment. We understand that trust is earned, and we offer compelling reasons to believe in the value we bring to your business:
Upholding precision and reliability, we take pride in delivering services of the highest quality, adding tangible value.
Bromhead is committed to being the cornerstone elevating the assurance business to new heights.
In the realm of audit and consulting, where assurance is the currency and trust is the cornerstone, there emerges a legacy—a legacy forged by time, excellence, and an unwavering commitment to our clients. Welcome to A.A. Bromhead, where we are not just practitioners; we are architects of trust, pioneers of precision.
In the echoes of our founding year, 1977, resonates the genesis of a commitment that has stood the test of time. A.A. Bromhead was conceived with a singular vision: to redefine the landscape of audit and consulting, to become the architects of trust for generations to come.
Our legacy is etched into the very fabric of our being. For over four decades, A.A. Bromhead has been the bedrock upon which businesses have built their foundations of trust. It is not merely a testament to our longevity but a reflection of the enduring relationships we cultivate with each client.
Precision is ourcompass, guiding every facet ofourpractice.We are pioneers, settingthe standard for what it means to be precise in an ever-evolving business environment. Our dedication to accuracy, reliability, and a client-centric ethos is the heartbeat of A.A. Bromhead.
OurWhy.The ethos that drives us daily.
Empowering businesses with unparalleled assurance,A.A. Bromhead is on a relentless mission to deliver precision-driven audit and consulting services. We are dedicated to building a legacy of trust that transcends generations, providing our clients with the confidence and assurance they need to navigate a dynamic and ever-evolving business landscape.
At A.A. Bromhead, our mission is more than a statement; it's a commitment to excellence, a promise to be the unwavering guardians of precision, and a dedication to shaping the success stories of those we serve.
Vision Statement:
"To be the unrivaled leaders in the audit and consulting landscape, redefining trust and precision to empower businesses worldwide."
Vision Elaboration:
Our vision is a future where A.A. Bromhead sets the benchmark for trust and precision in the audit and consulting industry. We aspire to be recognized not just as practitioners but as pioneers who continually shape and elevate the standards of excellence, inspiring confidence and success on a global scale.
• Trust: Upholding transparency and honesty in all interactions.
• Precision: Delivering accurate and detailed audit and consulting services.
• Reliability: Consistently meeting deadlines and commitments.
Content Pillars:
• Trust Building:
• Transparent communication with clients.
• Highlighting ethical business practices.
• Precision Showcase:
• Delivering accurate reports and insights.
• Demonstrating attention to detail in services.
• Reliability Commitment:
• Consistently meeting project deadlines.
• Building confidence in every aspect of services.
Ourmasterbrand purpose
Our overarching businessmission that unites us with the wider business and informs everything we do
Why we exist
A.A. Bromhead purpose
Our higher order purpose + vision for what we are looking to develop
How we behave
How we actto uniquely deliverour brand
What we offer
What it isthat we offer to our clients
Reasons to believe
Thefunctional pillarsthat enable us to deliverour offer
To make an impact that matters
To drive smarter decisionsin your business’ definingmoments
Bycreating connected solutions that deliverimpact from strategythrough to execution and evaluation
We offer precision audits, strategic consulting, and unwavering trust with a client-centric focus, ensuring timely and reliable services for enduring success.
Archetype
Considering the values, mission, and characteristics associated with A.A. Bromhead, the brand appears to align well with the "Sage" archetype. The Sage archetype is characterized by wisdom, knowledge, and a commitment to understanding the world.
A.A. Bromhead, with its legacy dating back to 1977, embodies the wisdom gained from decades of experience in the audit and consulting industry.
The Sage archetype emphasizes the pursuit of knowledge and accuracy aligning with A.A.Bromhead's commitment to precision-driven services and a client-centric approach.
Sages are often seen as trusted advisors, and A.A. Bromhead's commitment to being a trusted partner aligns well with this archetype.
The Sage archetype often has a sense of legacy and a commitment to making a lasting impact. A.A. Bromhead's long-standing presence in the industry reflects this characteristic.
Sages seek to empower others through knowledge, which resonates with A.A. Bromhead's mission to empower businesses with unparalleled assurance.
page 14 ——Ourlogo
page 16 ——TheAAB symbol
page 21——Ourcolor palette
page 22 ——Typography
page 24——Typographic elements
page 25 ——Graphiclayout page 28——Applications
page 39 ——Photography
page 40 ——Locations
page 41 ——Ourpassengers page 42 ——VIAsymbol integration
page 43 ——VIAPréférence
page 43 ——TheOcean + the Canadian
Consistent use of these logos according to the following guidelines will help reinforce the A.A. Bromhead Certified Audit Firm image and strengthen the brand. There are two versions of the A.A. Bromhead Certified Audit Firm logo.
The horizontal version is the primary logo and should be used wheneverpossible, while the stacked version is secondary and should be used on an as-needed basis.
The A.A. Bromhead Certified Audit Firm lockup should, where possible, be the primary logo lockup for all outbound consumer-facing communications that promote the brand and brand image; this includes advertising and communications.
The Vertical Lockup can be applied to any promotional piece that is consistent with the A.A. Bromhead brand and reflects the brand direction ofA.A. Bromhead Certified Audit Firm.
A.A. Bromhead Certified Audit Firm should not be used when it does not appear easy to read or would be distorted. Please see the legibility section for specific usage related to logo size.
The A.A. Bromhead logo is a visual embodiment of stability, growth, and the legacy of its founder , ArtherAlan Bromhead. The design seamlessly blends elements to convey a powerful narrative:
The forward slash (/) extends dynamically, forming an Integral part ofThe monogram. This element represents Forward movement, progress, and a path to growth. It symbolizes the Continuous evolution and advancement ofA.A. Bromhead. The overall composition communicates not only growth but stable and sustainable progress. The design conveys the idea that each step taken is purposeful, contributing to the overall stability and longevity ofA.A. Bromhead.
The forward slash, extending and forming steps, creates the imagery of a ladder. This ladder signifies a step-by-step journey, illustrating the brand's commitment to guiding clients toward growth and success. It reflects stability, progress, and a strategic ascent.
Monogram
Theheight of theLogomarkdictatesthe amountof clearspace required.
The clear spaceequals50 percentofthe height of the crest. This isstrictly the minimum clearspace allowedinanyapplication.
Theclearspace ruleisinplace to retain legibility whenapplying the A.A. Bromhead logo.
Minimum size–print 5mmhigh
Minimumsize–digital 40pxhigh
A.A. Bromhead wordmarks
Theheight ofthe capital‘B’dictates the amountof clearspace required.The clear space equals 1xheight of the ‘B’.Thisis strictly the minimumclear spaceallowed in anyapplication.The clear spacerule is inplace to retainlegibility whenapplying wordmark.
Minimum size–print 5mmhigh Minimumsize–digital
Note:Logos arenot to scale.
Adventurous & Creative
Orange infuses the brand with a sense of adventure, fostering a spirit of exploration and creativity. It signifies a brand unafraid to venture into new territories, embracing innovative solutions.
Ambitious & Bold
The vibrancy of orange reflects ambition and boldness. A.A. Bromhead, with its dynamic approach, embraces challenges and strives for excellence with determination and vigor.
Courageous & Enthusiastic
The boldness of orange conveys courage, while its warm tones exude enthusiasm. A.A. Bromhead, as a brand, fearlessly tackles complexities and approaches every task with energy and excitement.
Motivated & Optimistic
Orange radiates motivation and optimism. It symbolizes the brand's positive outlook, instilling confidence in clients and motivating them toward success.
Sociable & Unique
The sociable nature of orange fosters a welcoming atmosphere. It represents a brand that values relationships, with a unique identity that stands out in the industry.
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Intelligence & Loyalty
Dark blue embodies intelligence and loyalty. It reflects the brand's commitment toprovidingintelligentsolutionswhilefosteringunwaveringloyaltytoclientsand partners.
Masculinity & Power
The depth of dark blue evokes masculinity and power. It symbolizes the brand's strength and authority, reinforcing its position as a leader in the audit and consulting industry.
Authority & Sophistication
Dark blue adds an element of authority to the brand, instilling confidence in clients. It also brings sophistication, reflecting A.A. Bromhead's high standards and professionalism.
Bromhead Sans Serif, a custom font meticulously crafted exclusively for the A.A. Bromhead branding project.
Bromhead Sans Serif, a bespoke font designed with meticulous attention to detail and a commitment to reflect the unique character ofA.A. Bromhead.
For Amharic Noto Serif Ethiopic is our primary typeface.
For type appearing in product comps, only use the light, book, medium and bold weights as they would correspond in the same use cases as Maison Neue.
Thrive
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5.45:1
AAA standard for digital work. AAA requires at least 7 for text. For headlines and large text, the minimum is 4.5.
Here is a quick reference with some examples of what does and does not fall within the AAA standards for the primary colors.
All designs should be tested against a contrast ratio color checker.
Wecommunicatemore effectively when usingaclearvisualhierarchy. Thetypographic hierarchy hasbeen designedto provide guidanceonhow to organize content inastructured way.
Considerations:
• Primary headlinesareusedfor introductory content: presentation coveror divider, document section start, poster,website,etc.
• Primary headlinesareset inG.I.400 in allcaps or sentence case.Useamplenegative spacearoundthem to provideprominence andvisibility.
• Secondary andtertiary headlinesprovide the necessarysupporting detailsrelatedto the primary headline.
• Secondary andtertiary headlinesareset in G.I.530 in upper orsentence case.(In larger-applicationformats, G.I400 maybe used.)
• Underline headlines areusedassubtitles andarealways usedinuppercase.
• Bodycopy issetinG.I530, sentence case.
• Alignment isalwaysflushleft.
At A.A. Bromhead, our mission is more than a statement; it's a commitment to excellence, a promise to be the unwavering guardians of precision, and a dedication to shaping the success stories of those we serve.
Empowering businesses with unparalleled assurance, A.A. Bromhead is on a relentless mission to deliver precision-driven audit and consulting services. We are dedicated to building a legacy of trust that transcends generations, providing our clients with the confidence and assurance they need to navigate a dynamic and ever-evolving business landscape.
At A.A. Bromhead, our mission is more than a statement; it's a commitment to excellence, a promise to be the unwavering guardians of precision, and a dedication to shaping the success stories of those we serve.
Asabasicrule,the logoisdisplayedindesignated colors.Inadvertisements and other media wherephotographs and illustrationsareused, be sureto displaythe logo simply and prominently. Pleaseuseyour best judgment to ensurethere issufficient contrast for maximumlegibility.
Belowareexamplesof correct usecasesfor the logos.
Belowareexamplesof incorrect usecasesfor the logo.
page 30 ——Business Card
31 ——Letterhead
32——Envelope
33 ——Proforma Invoice
34——Email Signature
Hailye Tadesse
SeniorAudit Manager FCCA, CIA, MSc, BA
Mob. +251 94 789 7201 Off. +251 11 552 4558
P.O.Box. 709, Addis Ababa Email. hailye@aa-bromhead.com
Jomo Kenyata Street, Ethiopian Evangelical Church Mekane Yesus (EECMY) Central Office Building 4th floor.
www.aa-bromhead.com
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