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Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
Affinion: Brand Book
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Affinion: Brand Book

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Brand guidelines for global marketer Affinion

Brand guidelines for global marketer Affinion

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  • 1. affinion: the brand Affinion, North America – Brand Standards www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t v. 3. Modified 03/2010
  • 2. Affinion: The Brand Brand ExprEssion GuidElinEs Visual architEcturE 03 1.0 Principles: Brand Overview 09 3.0 Identity: The Affinion Logomark 04 1.1 Introduction 11 3.1 Incorrect Uses of Primary Logomark 05 1.2 Brand Value Proposition 12 3.2 Secondary Affinion Logmarks 06 1.3 Our Personality 13 3.3 Brand Extension Logomarks 07 2.0 Voice: Verbal Positioning 14 3.4 The Affinion Brand Value Proposition & Logo Lock-Up 08 2.1 Acceptable Acronyms 15 4.0 Typography: Fonts 16 4.1 Headlines 17 4.2 Body Copy in Print 18 4.3 Dynamic Typography 20 4.4 Special Characters 21 4.5 Electronic Sign-Offs & Signatures 02 22 5.0 Color: The Affinion Palette 23 6.0 Icons: The Affinion Icon Library 26 6.1 Process Flow Charts 27 7.0 Photography: The Affinion Perspective 28 8.0 Anatomy: Converging Bands of Color 31 8.1 Affinion Security Center (ASC) 32 9.0 Assets: Corporate PowerPoint Template 34 9.1 Typeface Heirarchy 35 9.2 Discontinued PowerPoint Templates 36 9.3 Knowledge Central www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 3. Brand Expression Guidelines Affinion, North America – Brand Standards www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t Affinion: The Brand
  • 4. 1.0 Principles: Brand Overview Building an iconic brand requires consistency, collaboration, and the endless pursuit of integration. As a result, the following guidelines have been developed to diagram the Affinion brand and to assist you in producing communication that is in line with our business strategy. obJectiVes Ensure consistent positioning Increase brand synergy Instill awareness/sense of collective impact across the organization Section 1.0 Page 03 www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 5. 1.1 Principles: Introduction Affinion is the leading global provider of comprehensive loyalty and customer engagement solutions. We help companies increase acquisition, enhance customer satisfaction and retention, and improve overall customer profitability. Our products and services offer natural brand-extension programs to over 5,500 marketing partners, enabling their customers to protect the lives they’ve built, and forge new memories with friends and loved ones using robust and rewarding customized services. Affinion is the driving engine of opportunity for partners to offer their customers value outside the “walls” of their core-business or physical outlet. Section 1.1 The Affinion brand reflects this role as it represents the flexibility, optimism and can-do attitude of the Page 04 people who fulfill it – our brand is our most important asset. It’s the face and personality we express in every contact with partners, prospects, customers and employees. It’s conveyed each time we answer the phone, provide information or insights, or develop marketing material, communications and proposals. our brand is: Trusted Contemporary Dependable Innovative Approachable Dynamic Global To our partners, our brand embodies our commitment to anticipate and meet their changing needs. To our organization, it represents the deep-rooted strategy we use to address those needs in a manner that reflects our values and integrity. We created these guidelines to ensure that we always remain true to our brand, and the people, products and services it represents. www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 6. 1.2 Principles: Brand Value Proposition official ProPosition The Global Leader in Customer Engagement The introduction of our brand value proposition provides the framework for how we communicate with partners and customers in a single, consistent voice. When combined with related graphics and design, the messages of the value proposition contribute to building and maintaining Affinion’s brand. Our story – any conversation about us – should begin with the value to our partners and their customers – their needs and how our expertise and commitment delivers results, driving product relevance, revenue, and loyalty. Our brand value proposition aligns our capabilities with what our partners have told us they need and want. 1.2 KeY attributes 05 Unparalleled Expertise Personal Commitment Customer-Centric Our knowledge, experience, and scale We are always looking ahead and We work closely with every partner to combine to deliver expertise that finding fresh new ways to create value tailor our industry-leading, comprehensive powers consultative solutions to fit and grow our clients’ businesses as products and services to help them build specific needs and market segments. well as our own. We are ready and deeper, more meaningful relationships willing to take on change. with their customers. “Affinion is a rEsponsiVE partner “Affinion gets it. They understand our “Affinion has great ideas that are aligned that comes to us with ideas and business and our customers. They with our core products and our strategic solutions that help us stay fresh know what we need and invest objectives. They deliver a positiVE and relevant to our customers.” themselves in our success. They are custoMEr ExpEriEncE we’re trusted Brand aMBassadors proud to put our name on.” and partners.” www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 7. 1.3 Principles: Our Personality We are energetic, connected, and inspired. We create avenues to opportunity and unite to surpass hurdles. We listen to understand, then act to represent. As “brand ambassadors,” or efforts bring together partners, products, and consumers – driving transactions, loyalty, and retention. We are confident problem-solvers We will be direct and honest. Engaged and engaging. We’ll work to understand what matters to our partners and their customers. We embrace a realistic sense of optimism and achievement...driven by 1.3 the confidence we have in our ability to deliver results. 06 We speak to the point Our communication (both B2B and B2C) is clear and centric to the value and benefits we offer our partners and their customers. We avoid lengthy business clichés and overly complex promotions. We have a dynamic visual style In cases of self-promotion where it’s inappropriate to showcase partner-branded efforts, the visual architecture detailed in these guidelines should serve as the framework for all Affinion communications. The color palette, converging band treatment, and interjectional dynamic typography work to create visual focal points within our communication pieces that are unreliant on particular imagery or tangible product photography. www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 8. 2.0 Voice: Verbal Positioning Affinion is the global leader in customer engagement. While our methods are numerous, our verbal appearance should be unified. We Are: Our Products Are: Our Communication Is: Strategic Turnkey Straightforward/specific Informed Relevant Lay-person oriented Experienced Customizable Partner/revenue-centric 2.0 Information should focus on the benefit(s) to our partners, and avoid overuse 07 of business clichés and long strings of adjectives. direct mail strategies that attract and retain more Profitable customers do: Strong, specific headline that ties the subject to a value/opportunity for partner top-notch acquisition, cross-sell, retention, and marketing techniques don’t: Wordy trail of business buzz-words devoid of clear promise or opportunity to partner www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 9. 2.1 Voice: Approved Acronyms Acronyms may be used to abbreviate business units. Refer to the list of definitions below to ensure that all proposals and presentations share the same language and translation. ag affinion grouP abg affinion benefits grouP alg affinion loYaltY grouP ai affinion international (OR AFFINION INTL’) 2.1 adrg affinion direct resPonse grouP (OR AFFINION DIRECT) 08 asc affinion securitY center www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 10. Visual Architecture Affinion, North America – Brand Standards www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t Affinion: The Brand
  • 11. 3.0 identity: Primary Affinion Logomark Our logo is a lock-up of our name, our burst (also known as “the eyelash”), and where possible, our PMS 2955 blue. These elements work together to convey stability and energy, while alluding to the multifaceted measures by which we achieve our results. The examples below show the acceptable color breaks and formula breakdowns for the Affinion logomark. 3.0 09 7/8” Primary Logomark Clear Space & Visual Center Minimum Reproduction Size PMS 2955 Blue The distance between the tail of The total width of the mark CMYK: 100.45.0.37 the eyelash and the vertical stem of should be no less than 7/8”. RGB: 0.58.105 the “A” must remain free of other design elements. When centering PMS 422 Gray the logo, use the bowl of the “n” CMYK: 0.0.0.33 as your midpoint. RGB: 162.165.164 www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 12. 3.0 identity: Primary Affinion Logomark The Affinion logomark may also be displayed in solid or halftones of black (100% and 33%), solid PMS 2955C/U blue (or CMYK equivalent), or shown in reverse (white or white and gray) against a complementary [solid] background tone. Use caution when displaying the logomark against solid tones. Both the wordmark and burst graphic should have equal contrast against the background. 3.0 10 Solid Black Solid Blue Halftone Black Solid Reversed Halftone Reversed 100% Black PMS 2955C/U Blue 100% black 100% white 100% white CMYK 100.45.0.37 HTML ffffff (black) 33% black HTML 003A69 RGB 35.31.32 RGB 0.58.105 33% black/ HTML B6B8BA (gray) RGB 162.165.164 www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 13. 3.1 identity: Incorrect Uses of the Primary Logomark Never alter the logomark color Never stretch or reproportion Never enclose the logomark the logomark in a shape 3.1 11 Never add modifiers to the Do not reset the Affinion wordmark Do not use the wordmark alone Affinion “Group” logomark Do not reposition or resize Do not redraw elements Do not use the logomark elements of the logomark of the logomark to reflect against conflicting colors initiatives or departments or patterns www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 14. 3.2 identity: Secondary Affinion Logomarks Secondary [divisional] logomarks are also available for various sales and legal purposes. Use the marks (when appropriate) with the same care and regard as the primary logomark. 3.2 12 International Benefit Operations Loyalty/Rewards Direct Response Protection Products United Kingdom Franklin, TN Richmond, VA Norwalk, CT Norwalk, CT Germany Franklin, TN France Nordics Italy www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 15. 3.3 identity: Brand Extension Logomarks Brand extension logomarks are available for departments or initiatives. The marks feature the desired title shown beneath the Affinion wordmark with the word “Group” removed. While the color of the descriptor line may vary using the Affinion Color Palette (see pg. 22), the Affinion wordmark and burst must always remain in Affinion blue and gray. Entirely unique designs, or “one-offs” are not permitted. To request a brand extension logomark design, contact Creative Services (x8027). 3.3 13 Sample Brand Extension Logomarks www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 16. 3.4 identity: The Affinion Brand Value Proposition & Logo Lock-up official brand Value ProPosition The Global Leader in Customer Engagement Versions of the proposition should be avoided as they weaken the overall brand. For printed pieces shown only to Credit Union clients, it is permissible to interchange “customer” with “member.” No other variations should be created. discontinued ProPosition The Global Leader in Affinity Marketing Enhance Your Customer Relationships 3.4 14 Centered logo Proposition letters are set in Helvetica Neue Heavy, scaled to 95% vertical height, and tracked out 300 points. The point size is roughly half the x-height of the Affinion wordmark. the global leader in customer engagement Logo/Brand Value Proposition Lock-up www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 17. 4.0 typography: Fonts Helvetica Neue is the lead font for all print and electronic communication. In descriptors or lead-ins, Helvetica Neue Heavy (all caps) should be used, vertically scaled to 95% of it’s pre-set height, and tracked out accordingly based on surrounding visual space. Tracking increments anywhere from 20 to 400 can be used depending on character count. Headlines should be set in Helvetica Neue Roman or Helvetica Neue Bold (upper and lowercase). Depending on length of copy, body text and chart or illustration descriptions may be set in either Helvetica Neue Roman or Minion. Longer body copy is best set in Minion. Arial is a resident Web font on nearly all the world’s personal computers, and is therefore used 4.0 for “live” or “selectable” text in digital media like Web sites and PowerPoint documents. 15 Verdana Bold may also be used if a heavier weight is needed at smaller point sizes (i.e. 10 or 11). abcdefghiJKlmnoPQrstuVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica Neue Heavy abcdefghijklmnopqrstuvwxyz Minion ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Helvetica Neue Bold Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Helvetica Neue Roman Verdana Bold www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 18. 4.1 typography: Headlines Headline copy should be straightforward and written in simple terms. Effort should be made to avoid overuse of adjectives or business clichés. Case as well as font weight may vary based on intended inflection. Printed Product oVerVieW: TITLE PAGE Printed caPabilities guide: TITLE PAGE Descriptor/Product name 4.1 Stacked title; clear message addressing what the product 16 is and what it does For simplicity’s sake, the descriptor may have more flavor than the title. In these cases a lock-up of all caps above all lowercase should be used. Printed Product sales sheet Descriptor/Product logo Stacked title and subhead www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 19. 4.2 typography: Body Copy in Print Depending on length, body copy may be set in either Helvetica Neue or Minion. Longer copy is best set in Minion, with points of inflection or emphasis shown in Minion Bold Italic, never underlined. While point size and leading may vary based on copy length and application, a type size of 9.5 over 12 leading should best serve both aesthetics and readability. 4.2 17 Print adVertisement Product oVerVieW eXcerPt Short body copy may be Longer body copy should set in Helvetica Neue Roman. be set in Minion. Proper names or points of emphasis may be set in Helvetica Neue Bold or Minion Bold/Bold Italic. www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 20. 4.3 typography: Dynamic Typography To create added interest in areas where photography or other graphic elements may not be available/best suited, a dynamic fill may be used within type. This effect may be achieved using only professional design software (Adobe® Illustrator/PhotoShop). Fill artwork is limited to either blue, gold, or green color schemes. High resolution artwork for the converging bands of color [in these schemes], is available for download on Knowledge Central. Artwork should be angled slightly when executing this technique, mirroring the effects shown as examples below. samPle headlines color scheme art aVailable on K.c. 4.3 18 Band artwork is slightly angled within copy (all at same angle). Only blue, gold, and green color schemes may be used. samPle effect diagram samPle core comPetencY arrangement Subtract blue tones in the area outside of the letters to complete the effect. www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 21. 4.3 typography: Dynamic Typography These examples show the use of dynamic typography where placement of an image or other graphic element may be less than ideal and/or effective. self-mailer (Postcard) Dynamic type rendered in Affinion Blue with yellow accent offers opportunity to create excitement and appeal without a heavy reliance on what might be a “forgettable” stock photo choice. 4.3 eVent inVitations (send as images Within e-mail) 19 www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 22. 4.4 typography: Special Characters A customized bullet graphic derived from the Affinion logomark known as “the harpoon,” is available for use in print and electronic communications. The character is a stand-alone graphic (not incorporated in a typeface or as a key command), and should be used as a lead-in to secondary points of emphasis (never primary/headline). 4.4 20 The harpoon may be used as a transition or lead-in to secondary points of emphasis in presentation material. It should never be used before primary information. Proportionately inferior to the adjacent messaging, the harpoon may act as a bullet to secondary The Harpoon information within body copy The harpoon graphic may be represented in any color shown throughout the Affinion color palette. The graphic is intended as an accent and should never overpower the text it points to. www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 23. 4.5 typography: Electronic Sign-Offs & Signatures The Affinion Web site URL and e-mail connotation should be written as follows. E-mail signatures should be set in Arial. Web site url www.affinion.com www.affinion.com/loyalty e-mail address user@affinion.com 4.5 21 e-mail signature Name Title, Department Affinion Group (or business unit, i.e. Affinion Loyalty Group, etc.) Address Line 1 Address Line 2 p: (000) 000-0000 f: (000) 000-0000 e: user@affinion.com (if desired, but not necessary) www.affinion.com www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 24. 5.0 color: The Affinion Palette The Affinion “blue palette” should be used as the foundation for all corporate collateral. Secondary accent colors (indicated below), as well as gray and black may also be used to add distinction and variety among business-to-business materials. For product-related sales materials, accent colors may be used as a feature color to help differentiate collateral. Refer to pages 28 - 31 for usage suggestions and examples. The security palette should be used only for Affinion Security Center materials. 5.0 22 K L M N O J I H G F E A B C D Primary Blue Palette Secondary [Accent] Palette Security Palette Spot CMYK HTML RGB Spot CMYK HTML RGB Spot CMYK HTML RGB A. PMS 2955; 100.45.0.37; 005288; 0.58.105 E. PMS 368; 70.0.100.0; 8dc63f; 102.188.41 L. PMS 424; 0.0.0.45; 6c6f70; 108.111.112 B. PMS 2965; 100.38.0.64; 003a63; 0.43.69 F. PMS 375; 30.0.100.0; bfd730; 143.212.0 M. PMS 7546; 80.58.51.15; 1a2732; 57.74.89 C. PMS 3005; 100.34.0.2; 0081c6; 0.120.201 G. PMS 130; 0.30.100.0; fdb913; 244.170.0 N. PMS 142; 0.28.76.0; f3bd48; 243.189.72 D. PMS 659; 100.38.0.64; 739dd2; 110.153.212 H. PMS 131; 3.36.100.0; e4a11b; 210.142.0 O. Black; 0.0.0.100; ffffff; 35.31.32 I. PMS 7426; 5.98.40.28; bb1654; 176.26.72 J. PMS 2726; 84.70.0.0; 405daa; 72.93.197 K. PMS 422; 0.0.0.33; b6b8ba; 162.165.164 www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 25. 6.0 icons: The Affinion Icon Library Graphic icons have been created to illustrate types of marketing/communication, stages of development and process flow, and various problem/solution scenarios. These icons are available for use in PowerPoint and Word. They can also be used in print and electronic pieces created with graphic design software. Use only icons that are part of our library. Do not create new icons. If you need one created, forward your request to Creative Services. 6.0 23 Customer uses credit/debit card Customer presented w User Online Call Center Agent User on Phone Quality Control Sorting atUsing Credit/Debit Card Redbox® to rent/purchase DVDs offer to join pro to Make Purchase User Online/OnPhone Call Transfer Meeting/Presentation After conducting research, Retail Transaction: The customer clicks on the Retail Transaction: A 30-day free trial in a Customer Enjoys If the customer elects Affinion Group pays we select the appropriate Credit Card Payment post-transaction text link POS Contract club robust membership Service/Benefits to participate, partner for all premiums and membership program for presented after the completion and a valuable premium passes the transactional handles all billing, the partner’s customer and of the customer transaction ($ off current or future data, (the data just entered fulfillment, and develop marketing materials purchase, gift card, etc.) is by the customer) to Affinion customer service offered to the customer to commence a new membership trial. Continued on Next Page www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 26. 6.0 icons: The Affinion Icon Library Computer Data Terminal 3rd Party Processor Web Page In-Branch Script(s) 6.0 24 DM: Snap Check DM: Stack DM: Bangtail DM: Check DM: Mortgage Insert 6x9 Fulfillment Kit Flow Chart: Diamond Flow Chart: Trapezoid Flow Chart: Trapezoid Elec. Transmission Flow Chart: Circle Flow Chart: Circle Continued on Next Page www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 27. 6.0 icons: The Affinion Icon Library SSN Leaked Crime Committed SSN Monitoring 3B Monitoring Public Records Lien Filed In Your Name Monitoring 6.0 25 ‘Real-Time’ SSN Phished Phone # Online Victim: ID Theft Spyware Downloaded F-Secure Software Time Elapse Account Opened Account Takeover VRU Tape Phone Web Page: Activation Credit Card Billed in Your Name www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 28. 6.1 icons: Process Flow Charts Process flow charts are currently available for the following subject matters: Billing Operations (Membership) Direct Mail Solicitation Campaign Approval Solicitation (Membership Join) Membership Fulfillment Fraud Protection Credit Card Monitoring Social Security Number Monitoring In-Branch 6.1 Enrollment (via Associate) 26 Enrollment (via Online Kiosk) Marketing Channels Overview Sample Marketing Calendars Online DataPass™ Membership Fulfillment Retail Point-of-Sale Enrollment Electronic Enrollment (via DataPass™) TeleMedia VRU/IVR VRU Activation Outbound/Member Call Routing Sample Process Flow Charts Phone Activation www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 29. 7.0 Photography: The Affinion Perspective The choice of photography should suit the overall marketing purpose. While “positive” and “friendly” lifestyle images of people [conceptually] enjoying our products are preferred, some pieces of communication may be better served with “stern” or “concerned” photography (i.e. identity theft-related materials). Images should be in-focus, contemporary, and professional in nature. Avoid hokey gestures. Depending on the purpose, photography may be color or black and white. 7.0 27 DO: DON’T: Show professional photography suited Show outdated images of amateur to the marketing purpose quality or contrived subject matter www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 30. 8.0 anatomy: Converging Bands Of Color Horizontal bands of color (arranged monochromatically), are a primary design element of Affinion collateral. These bands may be used as a background or at the header and footer of a page, framing the content between. The exact angle they run is at the designer’s discretion, but care should be made that the angle never appears too steep or too shallow, and always appears intentional. Bands should never criss-cross. Printed corPorate oVerVieW: EXTERIOR Printed Product sales sheet Bands may be layered to create a sense of depth. 8.0 When framing content outside of the band, it is preferred that 28 they run wider from the left, and The overall shape of the shorter to the right. Content overview tapers from top (logos/headlines/contact info, to bottom, mimicking the etc.) may also be run within convergence theme shown the bands. through the graphics. trade shoW booth Bands are set in a monochromatic scheme using the Affinion blue palette. A single green band is added as an accent feature. The crop of the photo mimics the theme of convergence, wider from the left, and shorter to the right. www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 31. 8.0 anatomy: Converging Bands of Color The Affinion blue palette should be used extensively with primary corporate materials; however, secondary accent colors can be used throughout product-related sell sheets and communication devices. Bands should always appear monochromatic – never as a rainbow effect. Printed Product oVerVieW: TITLE PAGE Printed Product sales sheet When framing content not enclosed with the band, it is preferred that the angles converge from left to right – wider to the left and shorter Bands may be simplistic to the right. 8.0 and solitary, enclosing only a headline and logo if desired. 29 Accent colors may be used within product-related materials as long as a monochromatic color scheme is followed . Printed caPabilities guide: TITLE PAGE The Affinion logomark is set centered through the bowl of the “n.” www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 32. 8.0 anatomy: Converging Bands of Color As the horizontal bands converge from left to right, they may be used as a background element, or to frame photography, type, or highlight presentation material. Printed custom Product ProPosal: BACK/FRONT COVER Printed business oVerVieW: SALES SHEET Bands frame artwork, photography, type, and serve to highlight presentation material. 8.0 30 Printed training Kit carrier folder dVd/cd label Web site landing Page (SAMPLE) Band artwork used Band artwork used as background art. to frame typography. www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 33. 8.1 anatomy: Affinion Security Center (ASC) The converging band theme is shared between Affinion and Affinion Security Center (ASC) materials. As noted on page 22, the “Security Palette” colors should be used when designing materials related to the ASC. Slate and black should be the primary tones, with the light orange and gray playing a secondary “highlight” role. Trade Gothic may be substituted for Helvetica Neue throughout ASC-branded pieces. Minion should continue to be used for bulk body copy. media Kit/PocKet folder coVer art Printed business oVerVieW: SALES SHEETS letterhead communication Bands frame artwork, photography, type, 8.1 and serve to highlight presentation material. 31 caPabilities oVerVieW (bi-fold) Band artwork used to frame content. www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 34. 9.0 assets: Corporate PowerPoint Template: Cover Pages The corporate PowerPoint template is designed for: – Ease of customization for client presentations (addition of client logo, colors, etc.) – Minimal ink consumption when printed – Opportunities to showcase the client’s “brand” above our own 9.0 32 Generic Template Cover Page Custom [client] Template Cover Page (examples) www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 35. 9.0 assets: Corporate PowerPoint Template: Content Pages Whenever possible, slide content should be kept to high-level points, leaving lengthy facts/figures and processes for the Appendix. Template artwork is available for both light and dark backgrounds. 9.0 33 Content Pages (examples) www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 36. 9.1 assets: Corporate PowerPoint Template: Typeface Heirarchy Whenever possible, slide content should be kept to high-level points, leaving lengthy facts/figures and processes for the Appendix. Title, Arial Bold, 24pt Date, Arial (All Caps), 8pt Presenter’s Information Arial Bold, 8pt 9.1 34 Cover Page Content Page www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 37. 9.2 assets: Discontinued PowerPoint Templates These templates are discontinued. Content should be transfered from these templates to the Affinion corporate template (shown on the previous pages). 9.2 35 Discontinued Affinion PowerPoint Templates www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t
  • 38. 9.3 assets: Knowledge Central The following brand materials are available on Knowledge Central: – Affinion Group Logomark (.eps, .jpg, .png) – Secondary Affinion Logomarks (Loyalty, Benefits, International, etc.) – Corporate PowerPoint Template – Affinion Icon Library (for PowerPoint/Word) – Dynamic Typography Color Scheme Artwork (.eps) – Product Logos (.eps, .jpg, .png) – Affinion Corporate Overview (.pdf) – Affinion Product Overview (.pdf) 9.3 For questions regarding these guidelines, please contact: 36 Bob Abriola Group Vice President, Marketing Services Affinion Group 6 High Ridge Park Stamford, CT 06905 p: (203) 956-8403 f: (203) 956-8028 e: babriola@affinion.com www.affinion.com www.affinion.com t h e g l o b a l l e a d e r i n c u s t o m e r e n g a g e m e n t

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