AAA Logo Usage Guide. Revised date:

Transcription

1 AAA Logo Usage Guide Revised date: AAA Vehicle Signage Guide October 12, 20181

2 In This Guide AAA Masterbrand Overview: The AAA Masterbrand...1 Emblem Regulations: Legal Side of the Masterbrand...2 Masterbrand Usage...3 Masterbrand Colors Masterbrand Colors and Design...4 Embroidery...4 Single Masterbrand Colors...5 Descriptors: Descriptor Usage...6 Masterbrand Usage Sizing the Masterbrand...7 Centering the Masterbrand...7 Masterbrand Typography...8 Using Clear Space...9 AAA Brand Trademarks...9 AAA Brand Quality Standards...9 Masterbrand Hierarchy Logo Uses to Avoid AAA Mobile Icon Depiction: Guidelines for AAA Mobile Icon Co-Branding Graphic Design Uses Graphic Design Uses for AAA Masterbrand Vehicle Graphic Design Examples Masterbrand Printing One-Color Printing Masterbrand Usage on Photos Tagline Usage: Use of Taglines with the Masterbrand Digital Usage Digital Usage Sizing of the Masterbrand Shortcuts and Menus Social Media Color Animation Electronic Billboards Exceptions URL Guidelines: AAA.com Brand Review: Creating a Club Brand Review Process Additional Information... 29

3 AAA Masterbrand Overview The AAA Masterbrand The AAA masterbrand is the cornerstone of the AAA brand identity system. It is the icon that is instantly recognizable as the symbol that represents AAA. The guidelines outlined within this document help to ensure that all masterbrand uses are appropriate and in compliance with the AAA Brand Management Quality Standards (BMQS) while adhering to the rules in the Regulations Governing the Use of the Emblem and Other Trademarks of the American Automobile Association (Emblem Regulations). The power of a brand identity system is in the clarity and consistency of its masterbrand. This guide provides all the tools necessary to follow the four basic rules of effective brand identity management: Use brand identity consistently. M Keep the AAA masterbrand clearly visible. M Use approved masterbrand colors only. M Use recommended type styles. In general, the AAA masterbrand should be used only as an identification element, not a design element. The masterbrand should never be altered or displayed in any way other than as outlined within this guide, which demonstrates both preferred and optional uses. It is everyone s responsibility to maintain consistency in the use of the AAA masterbrand and eliminate potential for misuse or abuse of the AAA identity. AAA Logo Usage Guide AAA Masterbrand Overview 1

4 Emblem Regulations Legal Side of the Masterbrand The Emblem Regulations define the masterbrand as follows: M Emblem shall mean the letters AAA in block form, enclosed within an oval or without an oval, whether displayed independently or as incorporated in a Club Emblem. M The Emblem shall also include the use of the trade name AAA and its verbalizations Triple A, AAA, and Three AAA or Three A s. M Club Emblems are distinctive insignia that incorporate the Emblem and are an important part of the history and tradition of the association. M Section 1 of the Emblem Regulations defines approved club use of the AAA Emblem. When use of the Emblem is permitted, a club should use the masterbrand (with or without club name) or club logo. However, a club may choose to use the letters AAA in block form in text or headlines. M The full Emblem Regulations document is located on AICWEB > Accreditation > Quality Standards. AAA Logo Usage Guide Emblem Regulations 2

5 Masterbrand Usage Masterbrand Usage M All AAA clubs should use the AAA masterbrand. (BMQS#1) M Use block letters when placing AAA within context of a sentence. Block letters are printed, all caps, and non-cursive without any joined letters. M In written communications, Brand Management Quality Standard #1 specifies that clubs should use AAA in all marketing and advertising materials rather than the words American Automobile Association. M In oral communications, always refer to AAA as Triple A, not Three A, Three A s or the American Automobile Association. M Recognizing that Triple A is the preferred pronunciation for the brand, use the letters AAA with the article a and not an. M Use the words American Automobile Association only in a legal context. AAA Block form Logo form AAA Logo Usage Guide Masterbrand Usage 3

6 Masterbrand Colors Masterbrand Colors and Design Color is a powerful visual tool that serves as an integral part of our corporate identity. The following color specifications promote maximum impact and visibility while allowing for flexibility in all applications. The AAA masterbrand is composed of the AAA oval and a network ring, using the color Pantone 485 Red for the oval and Pantone 287 Blue for the network ring. The AAA masterbrand may not be reproduced in any color other than those specified within this brand guide. AAA Oval Embroidery Network Ring Embroidery thread colors should be matched to the appropriate Pantone colors discussed above. When using the masterbrand in an embroidered fashion, provide the vendor with a PMS sample of the correct colors to be used with a requirement that the vendor match these colors in their thread use. The following tables provide a representation of the approved AAA masterbrand colors: AAA Red Pantone 485 AAA Blue Pantone 287 Use these guidelines when determining how to use the masterbrand in print, electronic media and Web design, or on signage, specialty items, or vehicles. For color printing: M Print in Pantone 287 C Blue and Pantone 485 C Red on coated paper. M Print in Pantone 287 U Blue and Pantone 485 U Red on uncoated paper. AAA Logo Usage Guide Masterbrand Colors 4

7 Masterbrand Colors Single Masterbrand Colors The AAA masterbrand may be printed in one color. Only the single colors to the right are compliant. Using Metallic Colors: The use of metallic colors should be reserved for situations portraying premium quality, such as Three to Five Diamond facilities, metal or wood plaques, and superior quality promotional items. Use only Pantone 873 for metallic gold or Pantone 877 for metallic silver on paper. For foil stamping use Pantone FS-SG-54C for gold foil or Pantone FS-BS-78C for silver foil. No other metallic color is approved. No other colors are approved for use with the AAA masterbrand without written approval from the AAA National Brand Strategy team or the AAA Board of Directors. White Pantone 287 Blue Black Pantone 485 Red Silver (Platinum) Pantone 877 Metallic Gold Pantone 873 AAA Logo Usage Guide Masterbrand Colors 5

8 Descriptors Descriptor Usage The masterbrand logo can be used by itself or as shown with a club name. The area where the club name is placed is defined as a descriptor or lock-up due to its close proximity to the masterbrand. M The descriptor may not consist of multiple club names, taglines, headlines, or non-aaa products. When text is placed in the descriptor space, it should be.35x the height of the AAA oval in Frutiger Bold Italic font. If the descriptor is two lines, use a vertical separation of.17x (where x equals the height of the oval) between the lines of text. The key factors to take into consideration when using the AAA masterbrand include: M Use of club name in the descriptor line is preferred for club-specific offerings. M When placed within the descriptor line of the masterbrand, club names should not contain the letters AAA or the legal connotation of the club name; e.g., LLC or Inc. For example, AAA Akron Auto Club would use the words Akron Auto Club in the descriptor line. Text within the descriptor space should be.35x the height of the AAA oval in Frutiger Bold Italic font. AAA Logo Usage Guide Descriptors 6

9 Masterbrand Usage Sizing the Masterbrand To maintain its visual integrity, a minimum size of 5/32 has been established for the masterbrand. This measurement refers only to the height of the oval. Centering the Masterbrand When centering the masterbrand on a page, center it on the entire icon (oval and network ring) as shown not the oval alone. In some cases, space limitations will dictate that the logo be reproduced in sizes smaller than the minimum 5/32. When legibility of the logo becomes distorted, designers may use the oval without the network ring. This is allowed in very limited applications, such as in TourBook guides or on TripTik routings. To obtain permission for this use, contact the Brand Strategy team. greater than less than * * exception required AAA Logo Usage Guide Masterbrand Usage 7

10 Masterbrand Usage Masterbrand Typography Typography is a basic element in the overall identity system. Frutiger Bold Italic is the only typeface that should be used in the descriptor line of the AAA masterbrand. Text should appear in a mixed case format. Use of any other typeface within the descriptor portion of the masterbrand will be viewed as non-compliant. Consistent use of typefaces is important to creating a recognizable look on all AAA materials, especially the masterbrand. Travel Frutiger Bold Italic Clubs are required to purchase the Frutiger typeface family for use within their operation. Product/service names may be placed inside or outside of the descriptor space at the club s discretion. Frutiger Bold should be used in circumstances where the name of a product or service is positioned just outside the descriptor space of the masterbrand. When used in this circumstance, the typeface should be nonitalic. Frutiger Bold (non-italic) AAA Logo Usage Guide Masterbrand Usage 8

11 Masterbrand Usage Using Clear Space Clarity, consistency, and visibility are the most important criteria for proper clear space. To maintain its visual integrity, the logo should not appear to be crowded by other distracting elements such as text, titles, or images. Examples of clear space allowance are shown in the graphic below, designating a distance from any touchpoint of the masterbrand and its descriptor element equal to the distance of one-half the height of the vertical center of the masterbrand oval. AAA s trademarks are valuable assets that symbolize the association s quality, reputation and service. The AAA Emblem Regulations contain rules designed to protect the unique identification of all AAA marks; specifically the AAA Emblem as the primary brand. When using AAA trademarks in any communications, verify trademark legality using the trademark information found in the Compliance section of Brand Central before applying trademark symbols to any text. AAA Brand Quality Standards AAA Brand Trademarks.5X.5X.5X.5X.5X.5X.5X.5X Insurance One-line descriptor.5x.5x.5x Financial Services.5X Two-line descriptor The AAA Brand Management Quality Standards are a set of governance rules for the use of the AAA identity/emblem. The Logo Usage Guidelines support Quality Standard #1. AAA Brand Management Quality Standards can be found on AICWEB > Accreditation > Quality Standards > Brand Management Standards and/or Emblem Regulations. An exception for clear space from one-half to one-quarter of space around the masterbrand is in place for website usage of the masterbrand or mobile app. This exception does not apply to print or other media. AAA Logo Usage Guide Masterbrand Usage 9

12 Masterbrand Hierarchy Masterbrand Club Name Membership Member Benefits Emergency Road Service Travel Products/Services* Prescription Savings Inspected & Approved Car Care Center Service Providers of Excellence Driver Training Specialized Branding Internal M The above hierarchy shows how the AAA masterbrand may be used. This table is not an exhaustive listing. New logos are subject to committee review. Contact National Brand Strategy with questions regarding logo hierarchy or logo creation guidelines. M Insurance logos are located in the AAA Insurance Logo Usage Guide. M Travel Publishing logos are located in AAA.biz/Approved. M *Use of product/service name in the descriptor space of the masterbrand (in the same style as Member Benefits) was approved in November, AAA Logo Usage Guide Masterbrand Hierarchy 10

13 Logo Uses to Avoid While it s very tempting to get creative with the AAA masterbrand, consistent usage of the masterbrand is important for building recognition. The list of uses to avoid, as outlined below, is not all inclusive, but rather is provided as a guideline of what should not be done to the AAA masterbrand when used in print, broadcast or digital media. 1. Always allow the background to come through the spaces between the A s within the oval portion of the masterbrand. If the background is dark, use a white or other approved color logo or place the twocolor logo in a box filled with a light, contrasting color. 2. Do not alter the proportions of the descriptor type height, length or placement as outlined in the descriptor usage section. 3. Do not use all capital letters in the descriptor. 4. The descriptor should only extend to three times the length of the oval. If longer, then break into two lines with a vertical separation of.17x (where x equals the height of the oval). 5. Do not use the masterbrand or any of its elements as a design element or combine it with other artwork, logos or text. Pages 17 and 18 of this guide outline approved graphical uses. AAA Logo Usage Guide Logo Uses to Avoid 11

14 Logo Uses to Avoid 6. Do not alter or substitute the typeface of the descriptor from Frutiger Bold Italic. 7. Do not use non-approved colors. 8. Do not screen tint any portions of the masterbrand. 9. Do not change colors within the AAA oval or network ring. 10. Avoid the use of a drop shadow, stroke, or other graphic devices to the masterbrand when used in a print environment. To provide greater presence, interest, and creativity in digital media, drop shadows and other highlighting may be used at a 70% or less opacity. 11. Do not outline the masterbrand. 12. Do not use the masterbrand within a sentence. Use the letters AAA instead. Placing the masterbrand in line with other text can be construed as using it within a sentence. AAA Logo Usage Guide Logo Uses to Avoid 12

15 Logo Uses to Avoid 13. Do not use the AAA letters as part of a word, such as TRAAAVEL. HAWAAAI 14. Reserve creating a pattern with the masterbrand for cases requiring security. Allowable uses: security envelopes, backscreens for on-air presentations, and sports boards in arenas or game fields. Note: exercise caution to avoid distortion caused by using too many small icons as shown in the sample on the right. 15. Do not place the masterbrand on a visually distracting patterned background, except when required for security purposes on checks. In this environment, do not knock out the space within the oval. 16. Do not decorate or embellish the masterbrand in any way. 17. Do not use gradation in the masterbrand. 18. Using the masterbrand in the form of a watermark for graphic purposes should be avoided in print. However, emphasizing the masterbrand in a digital environment or in special presentation items is possible. AAA stationery may use the natural paper watermarks. Please note that use of a chemical watermark or opaque tinting to produce an image of a watermark is a non-compliant use of the AAA masterbrand. AAA Logo Usage Guide Logo Uses to Avoid 13

16 AAA Mobile Icon Depiction The AAA Mobile app icon can be used in marketing materials and on signs and vehicles. Guidelines for AAA Mobile icon M On dark backgrounds, allow the background to serve as the app icon border. Compliant M Avoid adding a line around the icon on dark backgrounds. Non-compliant AAA Logo Usage Guide AAA Mobile App Icon Depiction 14

17 AAA Mobile Icon Depiction Guidelines for AAA Mobile Icon (continued) M When the AAA Mobile app icon is shown on a light background, such as in advertising and signage or on vehicles, outline the icon with a black or dark gray border of approximately 1pt weight. Compliant M Please note: custom club apps may have different icons. Non-compliant M Avoid using special border, drop shadow colors, weights, or treatments that detract from the logo. AAA Logo Usage Guide AAA Mobile App Icon Depiction 15

18 Co-Branding Co-branding must be approved by the AAA Board in advance. For co-branding requirements, please consult the Co-Branded Association Services, Promotions and Advertising Guiding Principles located on AAA Brand Central > Compliance. Co-branding with non AAA-owned partners includes three separate categories and should be used only after evaluation through the Brand Decision Tool, located on AAA Brand Central >Tools. M AAA Dominant: where the AAA name carries dominance over the source of the service; e.g., OPIS and AAA Gas Pricing. AAA Dominant: The AAA logo is larger. M Shared: when equal partnership exists in the members mind, such as Sprint-AAA. Shared: The AAA and partner logos are equal in size. M Endorsed: when the member experience is mostly connected with the service provider; e.g., Viking. Endorsed: The AAA logo is smaller. AAA Logo Usage Guide Co-Branding 16

19 Graphic Design Uses Graphic Design Uses for AAA Masterbrand Due to the uniqueness of graphical design, not all possible uses can be anticipated. It is recommended to review new graphical concepts with the AAA National Brand Strategy team for compliance. To provide greater marketing impact, use of the masterbrand as a graphic element may be used in very select and pre-approved situations. The following key requirements must be present when using the masterbrand as a graphic element: M A completely formed masterbrand must always be visually present somewhere within the same execution, front or back. M The AAA portion of the masterbrand must be readable. While some edges of the oval may be off the canvas, some portions of the orbit must also still be visible. M Situations requiring eye-catching visibility; e.g. moving objects, standing out from a grouping of similar objects, or ease of visibility from a distance. Gift Card Design Example Front M Use of the masterbrand as a graphic element within a printed piece or digital environment, such as a webpage, should be used as a background of 50 percent opacity or less. In addition, a complete masterbrand must be displayed in an easily visible position as a logo element. Back AAA Logo Usage Guide Graphic Design Uses 17

20 Graphic Design Uses Vehicle Graphic Design Examples M Public Transportation The moving billboard concept shown on a bus takes advantage of the visibility, prominence and impact available on public transportation vehicles. Use of the masterbrand as a graphic element draws immediate attention that may be otherwise overlooked. M Fleet Vehicles using the masterbrand with or as a graphic element elevates the visibility of the brand, on a general service vehicle or moving billboard, within high traffic areas. Note: This design option is not permitted on AAA roadside assistance vehicles, whether club- or contractor-owned. AAA Logo Usage Guide Graphic Design Uses 18

21 Masterbrand Printing One-Color Printing A black or white masterbrand used with a solid color is the preferred method. Use the following examples as guidelines: M The AAA masterbrand may be printed all white on solid colors. 100% 90% 80% 70% 60% Contrast values for white logo White logo printed on AAA Blue White logo printed on AAA Red M The background color should complement the masterbrand. M The background color should provide sufficient contrast for complete legibility of the masterbrand. M When printing in grayscale, use a white masterbrand when the background has a contrast value of 60% or above. If the background has a value of 50% or lower, use a black masterbrand. M The space between the A s in the oval should show as the background color. Do not fill in the masterbrand with a different color such as white. Black logo printed on a tint Logo Background 50% 40% 30% 20% 10% Contrast values for black logo One-color black logo printed on yellow M The background should not have a pattern that detracts from the masterbrand. M If the background detracts from the masterbrand, use a complementary solid colored box behind the masterbrand. Correct way to punch out the background within the logo Incorrect way to punch out the background within the logo Incorrect way to punch out the background within the logo on a photo AAA Logo Usage Guide Masterbrand Printing 19

22 Masterbrand Printing Masterbrand Usage on Photos Reverse logo printed in the dark area of a color photograph. Logo printed on a color photograph. Reverse logo printed on a black-and-white photograph. When using photos, always put the masterbrand in the most even-colored areas of the picture. When placing the masterbrand on a light area of the photo, overprint the masterbrand if value is 50% or below. When placing the masterbrand on a dark area of the photo, reverse it out if value of area is 60% or above. AAA Logo Usage Guide Masterbrand Printing 20

23 Masterbrand Printing Masterbrand Usage on Photos (continued) The background should always show through the A s of the masterbrand. Do not fill the background with white or any other color. If necessary, use a block in a complementary color and place a contrasting logo within the color block to provide the highest visibility. AAA Logo Usage Guide Masterbrand Printing DO NOT place the logo on a busy background, texture, or patterned color. Place the logo over a section of the photo that is less distracting to the logo. 21

24 Tagline Usage Use of Taglines with the Masterbrand Taglines (or slogans) are phrases used within advertisements, promotional materials, and publications to make a statement designed to create a perception. In some cases, taglines are trademarked to prevent other organizations from using the same message. An example of a AAA-registered tagline is Travel With Someone You Trust. When using a tagline or the Web address AAA.com with the AAA masterbrand, the following guidelines apply: M Clear space between the masterbrand and a tagline or internet address should be 1/4 the height of the oval portion of the masterbrand. M Never place a tagline within a descriptor area of the masterbrand..25x [ X = the height of the oval Example of correct clear space between masterbrand logo and tagline. AAA Logo Usage Guide Tagline Usage 22

25 Tagline Usage Use of Taglines with the Masterbrand (continued) M The example shown to the right illustrates appropriate use of both a tagline and the Web address within the same block of space. M The tagline may be flush left with the masterbrand or centered below the masterbrand. M The tagline font may be the same as the descriptor font used with the logo (Frutiger Bold Italic). Other fonts for the tagline are allowable. AAA Logo Usage Guide Tagline Usage 23

26 Digital Usage Digital Usage The marketing and branding rules for use of the masterbrand in digital channels do not change however, the digital platform presents a different set of perceptions and graphic challenges from the standard printed format. This section is designed to address some of the known challenges as they relate to the use of the AAA masterbrand. Shortcuts and Menus Due to the small size of the logo in some digital applications, like shortcuts and menus, it is compliant to use only the oval portion of the masterbrand to maintain legibility. Sizing of the Masterbrand The masterbrand logo may be used as an identifier next to the URL in the search bar, provided that minimum sizes is maintained. Understanding that various screen sizes will alter the size of the logo, in the example shown below, the full masterbrand is used. Social Media The masterbrand should be shown in its full form and two-color format when used in social media. AAA Logo Usage Guide Digital Usage 24

27 Digital Usage Color Colors appear differently in a digital environment than in print media. Use the following numbers or percentages for the masterbrand colors of PMS 287 Blue and PMS 485 Red. Animation Logo animation is encouraged in digital environments to add visual interest. An animated logo may take on any form of build as long as the final logo consists of a completely whole and brand-compliant format. AAA Red PMS 485 AAA Blue PMS 287 WEB/HEX #CC0000 WEB/HEX # RGB R: 216 G: 30 B: 5 RGB R: 32 G: 61 B: 124 Note: CMYK color palette is not appropriate for web use. It is recommended to work in the srgb space (srgb IEC ) and save web-ready graphics with an srgb profile to maintain color consistency across different browsers and platforms. Electronic Billboards On narrow electronic billboards, it is recommended to use a scrolling masterbrand in the largest format possible that consists of more than one masterbrand moving across a screen with text or other information. Do not use the masterbrand within a sentence structure use the text version AAA. Exceptions Example of correct display on a narrow electronic billboard. AAA Logo Usage Guide Digital Usage 25

28 Digital Usage The Logo Usage Guidelines should always serve as the standard for logo usage within a digital environment. However, due to the nature of the digital media, exceptions are automatically granted in the following areas:.25x.25x M Clear space may be reduced to 1/4 the height of the red AAA oval..25x M The use of watermarks, drop shadows, and background glows are allowed when needed to provide greater visibility and clarity to the masterbrand. These design elements should be kept to the minimum required to meet the graphic need..25x M Use of graphics behind the masterbrand is permissible as long as the masterbrand remains highly visible and distinct from the background. AAA Logo Usage Guide Digital Usage 26

29 URL Guidelines AAA.com To ensure consistency across the association when using the AAA website URL guidelines, some general guidelines apply: 1. The URL may be used with or without the www prefix. However, use without the prefix is preferred (i.e., AAA.com). 2. When using the text version of the URL, use a font that provides clarity to the characters with clarity, such as Frutiger (AAA), Arial (AAA), or Times Roman (AAA). Avoid fonts with fancy serifs such as Harrington (AAA) or an italicized font. 4. Where a URL creates a line break or wrap, force this break to occur at a forward slash or move the URL to a separate line. Example: or For more information, visit AAA.com/ RenewNow For more information, visit AAA.com/RenewNow 3. It is recommended to capitalize the first letter of each word within a URL to enhance legibility, e.g., AAA.com/DriverTraining. AAA Logo Usage Guide URL Guidelines 27

30 Brand Review Creating a Club Brand Review Process It s important to establish a review process at the club level that ensures proper implementation of the AAA brand identity system. Please take the following steps to implement an identity management program in your club: M Establish a 100% identity policy compliance standard that meets with the association quality standards. M Make certain the Brand Central website is used by all personnel who are creating materials that incorporate the AAA masterbrand. M Use the Brand Central guidelines as the standard for approving masterbrand usage by outside vendors and partners. M Do not attempt to recreate the AAA masterbrand or other AAA logos. Approved electronic files are available for download within Brand Central > Images. M Periodically refer to AAA Brand Central to obtain the most up-to-date brand guidelines and discard old printed copies. M Request the right to review and approve all materials using the AAA masterbrand and the AAA Discounts & Rewards icon that are produced by vendors or outside partners prior to their publication. This brand resource provides professional standards and guidelines designed to support Brand Management Quality Standards of the AAA masterbrand and its affiliate symbols. If you are not able to locate information you need, contact the Brand Strategy team at brand@national.aaa.com. AAA Logo Usage Guide Brand Review 28

31 Additional Information All logos featured in this guide can be downloaded in high resolution from AAA Brand Central. General branding guidelines can be found in the following locations: M AAA Brand Management Quality Standards on AICWEB (Please note: This link can only be accessed by AAA associates from AAA-networked computers) M AAA Insurance Logo Usage Guide All branding inquiries may be directed to: Brand@national.aaa.com. AAA Logo Usage Guide Brand Review 29