BRAND GUIDELINES
2023
RELEASED
The SAE Brand is equipped with a primary logo and a supporting set of secondary logos. The primary logo is the core element of the SAE branding system and the secondary logos serve to support the overall brand expression.
LOGOS 1.1
The primary logo is a core element of the SAE Brand. Using it consistently will build brand strength and recognition.
LOGO OVERVIEW 1.2
PRIMARY
Shield Icon
Word Mark Tag Line
In as many instances as possible the primary logo should appear as an all purple logo. Alternate color versions or the simplified logo may be used in instances where readability is impacted by poor contrast between the logo and the background, or when looking for variety.
Secondary Color Logos
PRIMARY LOGO COLOR USE 1.3
Primary Color Use
Proper sizing is essential in protecting the integrity of the primary logo. When using the logo at small sizes be sure to consider the fidelity of the production method. If the fidelity becomes too poor consider using a secondary logo that would better showcase the brand in that application.
PRIMARY LOGO SIZING 1.4
1.5” w
1.25”
x
h
The shield icon can be used on it’s own (ex. social media, stationary, apparel, etc.). It should not appear with text other than the approved logo files. The icon follows the same color and guidelines as the primary logo found on page 3.
Alternate color versions of the simplified logo may be used in instances where readability is impacted by poor contrast between the logo and the background, or when looking for variety.
SHIELD ICON OVERVIEW 1.5
Secondary Color Logos
Primary Color Use
The SAE brand uses multiple secondary logos as a means to consistently communicate the approved brand. These logos can be used to replace the primary logo when the application may cause fidelity or readability issues, or for brand variety.
Creation of any additional SAE brand logo is not permitted.
SECONDARY LOGO OVERVIEW 1.6
SAE Horizontal Logo
SAE Greek Logo
SAE Affiliate Logo
TYPOGRAPHY 2.0
Typography is a major component of the SAE brand and remains a crucial part of brand recognition.
The brand uses 2 primary typefaces: Tungsten for it’s bold and masculine presence and Modesto for its balance of modern and traditonal details.
Tungsten Semibold is SAE’s primary typeface and should be implemented as display messaging throughout all branded collateral. It’s condensed and sans serif attributes provide the SAE brand with a bold and powerful presence.
ABCDEFGHIJKLMNOPQRSTUVWQXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!@$&*) 0123456789
PRIMARY TYPEFACE 2.1 Aa TUNGSTEN SEMIBOLD
Modesto is a stylized serif typeface and Aktiv Grotesk is a modern sans serif typeface. Together, these complement the primary typeface while supporting the brand overall.
The Aktiv Grotesk family is a robust one, with numerous weights, styles, and characters. This makes it suitable for a variety of uses across all of the necessary marketing channels.
MODESTO TEXT BOLD
SECONDARY TYPEFACES 2.2 Aa Aa
ABCDEFGHIJKLMNOPQRSTUVWQXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!@$&*) 0123456789 Aktiv Grotesk ABCDEFGHIJKLMNOPQRSTUVWQXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!@$&*) 0123456789
COLOR 3.0
Color is an integral part of the SAE brand. It adds depth to a composition while affording the flexibility and points of dynamic interest.
PRIMARY COLOR PALETTE 3.1
Consistent use of the approved primary color palette is crucial to maintain brand identity. These are the values and specifications for SAE’s color palette. Please ensure that your use of color is consistent across all branded collateral.
PURPLE #6A498E PANTONE 7678 C R106 G73 B142 C70 M84 Y11 K1 GOLD #F4BD1D PANTONE 7406 C R244 G189 B29 C4 M26 Y99 K0
