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Aaa ncnu brand standards rev 05-10-2

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Aaa ncnu brand standards rev 05-10-2

  1. 1. AAA Northern California, Nevada & Utah Brand Standards (rev. May 2010) This interactive document was designed to be used as a PDF. Please save paper and do not print.© 2010 California State Autombile Association. All rights reserved. | 1
  2. 2. AAA Brand Standards Table of contents How to use this guide We designed this document to be used as a PDF. The table of contents is clickable, and you will find blue hyperlinks throughout to take you easily to related information. In addition, the whole guide is easily searchable using Acrobat’s search function. Please save paper and do not print this guide. Look and feel Trademarks .................................................................................27 Make sure your logos, colors and text treatments are all on-brand Taglines ......................................................................................28 whenever you’re designing, printing or desktop-publishing. Job titles .....................................................................................28 Masterbrand logo usage ...............................................................3 Locations ....................................................................................29 Logo color specifications ..............................................................5 List of AAA branded terms..........................................................30 Logo donts ..................................................................................6 Style Logo with tagline usage ...............................................................7 Dive into the manual for our house style — how we treat bullets, Logo placement ............................................................................9 commas, em dashes and general syntax. Refer to this when Color palette organization ..........................................................11 you’re writing or proofreading a piece. Brand color formulations ............................................................15 Titles of works ............................................................................33 Typography.................................................................................16 Titles of people and groups ........................................................33 Formatting Trademarks and copyrights .........................................................34 Find out how to approach the different parts of your document: Bulleted lists ...............................................................................34 what to capitalize, whether to use sentences or fragments, how Numbered lists ...........................................................................36 long your headline should be and other handy directions. Times and dates .........................................................................36 Headline .....................................................................................17 Addresses and phone numbers ...................................................37 Subhead .....................................................................................17 URLs, email addresses and references to the Web .......................37 Subsubhead (optional) ................................................................17 Legal ..........................................................................................38 Cover teaser ...............................................................................17 License numbers .........................................................................38 Body ...........................................................................................17 Copyright ...................................................................................39 Headlines, subheads and lead-ins inside body copy.....................17 Revision date ..............................................................................39 Charts, graphs and tables ...........................................................18 Recycling bug .............................................................................39 Member/employee quotes ..........................................................18 Footnotes ...................................................................................39 Contact information ...................................................................18 Numbers.....................................................................................39 Call to action ..............................................................................19 Abbreviations .............................................................................40 Legal ..........................................................................................19 Acronyms and initialisms.............................................................41 Additional standards for inserts and brochures ...........................19 Jargon and clichés ......................................................................42 Everyday applications..................................................................19 Capitalization..............................................................................42 Punctuation ................................................................................42 Voice Troublesome words and terms ....................................................45 Learn more about the principles that guide AAA copy and get Troublesome spellings .................................................................46 some helpful tips and tricks for writing in the AAA voice. Personality ..................................................................................22 Legal disclaimers Principles ....................................................................................22 Check here for the current text of our legal disclaimers — a handy Structure.....................................................................................22 reference for writers, proofreaders and marketers building briefs. Word choice ...............................................................................22 Copyright ...................................................................................47 Marketing communications ........................................................23 Insurance disclaimers ..................................................................47 Quotes .......................................................................................23 Travel disclaimers ........................................................................49 Tips ............................................................................................23 Membership disclaimers .............................................................49 Tricks ..........................................................................................24 Additional resources....................................................................50 Nomenclature If you can’t find the answer you need elsewhere in this guide, Find out when to capitalize a product name and when it needs you should be able to find it in one of these helpful references. a ®. This section lists the preferred treatment of AAA company Index .............................................................................................51 names, titles, product names and more. Our company names...................................................................25 Products and services..................................................................26May 2010 TAble oF ConTenTS | 2
  3. 3. AAA Brand Standards Look and feel Masterbrand logo usage The AAA Masterbrand logo is the cornerstone of the AAA design and branding system and is the most recognizable of all the tools we use to communicate our brands strength and reliability. It is one of the most recognized corporate logos and instantly communicates AAA. As such, it is a priceless asset and each AAA employee and business partner shares the responsibility of safeguarding it. by adhering to established standards we protect the logo’s integrity and help to build the AAA Masterbrand. AAA Masterbrand logo The logo is composed of the AAA oval and a network ring. AAA Masterbrand Using clear space .5x .5x To maintain the logos visual integrity, it should never be crowded by text, titles, photographs or other symbols. The logo makes a greater x impact when surrounded by a standard clear space. The proper measurement is a distance of one-half the height of the middle portion of the oval. exceptions to this rule are made for building signage and .5x .5x online use. Clear space Using AAA product, service and feature logos .5x .5x Clear space rules apply to this level of logo as well. The logo makes a greater impact when surrounded by a standard clear space. The x proper measurement is a distance of one-half the height of the middle portion of the oval. The example at left shows the text descriptor outside of the required clear space. The clear space must then encompass both the AAA logo and the text descriptor, in this case, Approved Auto Repair. .5x .5x Clear space Positive and reverse logos Positive refers to the use of color versions of the logo that overprint a white or color background. Whenever possible, the two-color logo should be used, ideally printed, using spot colors. The one-color positive red logo, 2-color 1-color while approved, has very limited applications. The one-color positive black positive positive, red meets the needs of grayscale reproduction or when color logos would impair the coherence of the design. A “reverse” logo is one knocked out of a color or grayscale background (to white or the paper color); refer to “Usage with background colors,” page 5. 2-color 1- color positive, black reverse, whiteMay 2010 look AnD Feel | 3
  4. 4. AAA Brand Standards Look and feel Descriptor usage When the AAA logo includes a descriptor, they occupy a lockup together. The descriptor area below the AAA logo may contain either an approved club name or an approved business line name. It may not contain multiple club names, taglines, headlines, non-AAA products, product or service names, Web site addresses, or anything other than an approved club name or an approved business line name. Descriptor For approved descriptors see the brand Relationships module on Lockup BrandPoint. Descriptor typography In select cases, a AAA product or service may warrant a method of expression that will differentiate it from offerings. For entities at the key products and services brand level, a descriptor joins the AAA Masterbrand. This descriptor appears in a fixed position, below the logo and left-justified. In these instances the typeface must be Frutiger next bold. Within our current set of offerings, exceptions to this logo treatment exist (such as VIA® magazine, AAA Sojourns and AAA battery Service) and are represented by pre-approved, customized logos that were developed to emphasize their differentiated offerings in unique market situations. Scaling and minimum size 5/32" 5/32" When scaling the AAA logo, make sure to resize proportionally. A minimum size of 5/32" is required. This measurement refers only to the Minimum height (actual size) height of the oval. This rule applies to the AAA logos that are part of Minimum height (actual size) our service logos such as emergency Road Service and AAA Approved Auto Repair. Optical horizontal center Optical centering When centering the AAA logo within a space, include the entire logo Optical vertical center (AAA oval and network ring). The goal is to achieve an optical center spacing, which differs from measuring the mechanical center. The diagram at left shows the optical horizontal and vertical centers relative to the mechanical center. Optical centeringMay 2010 look AnD Feel | 4
  5. 5. AAA Brand Standards Look and feel Usage with background colors When using the Masterbrand logo on a colored background, use a black or white logo for clarity and visibility. When the background is solid gray, use the figure at left to guide you in selecting the black or white logo. 50% 35% 25% 10% 100% 85% 65% 50% One-color black on a range of One-color reverse white on a range of acceptable grayscale contrast values acceptable grayscale contrast values One-color reverse white on AAA Red One-color reverse white on AAA Blue Usage with background images To assure legibility, background colors and imagery must provide adequate contrast. The placement of the Masterbrand over both color and black-and-white images must ensure clear visability of the brand. Please note that in the examples on the left the staging of the logo is positioned over images to maximize clarity. One-color reverse white on color photo One-color reverse white on color photo Two-color logo on color photo Black on grayscale image Logo color specifications Two-color logo specifications Metallic logo specifications Whenever possible, the two-color logo should be printed using the The use of metallic colors should be reserved for situations portraying PAnTone® Matching System, often referred to as PMS colors. Please premium quality, such as three- to five-Diamond facilities, metal or wood refer to color specs on page 15 for information on using the logo with plaques, and superior quality promotional items. different application or print methods. Paper Metallic gold (or PAnTone 873) One-color logo specifications Metallic silver (or PAnTone 877) The logo may also be reproduced in one color. only the following single colors are compliant: Foil stamping Gold foil (or PAnTone FS-SG 54 C) White (or paper color) Silver foil (or PAnTone FS-bS 78 C) Red (or PAnTone 485), see specs above Black (solid 100% black)May 2010 look AnD Feel | 5
  6. 6. AAA Brand Standards Look and feel Logo Don’ts To maintain design integrity, do not alter the AAA logo or stage it with distracting elements. Following are some examples of what not to use:: 1. Color gradations 2. Color swapping 3. Distracting patterns 4. Drop shadows 5. Distracting backgrounds 6. Knockouts of oval interior 7. Logo patterning 8. Outlines 9. Embellishments 10. Tints / transparency 11. Part of a sentence or word 12. Background colors that limit legibility 13. Disproportionate scaling 14. Cropping 15. Non-approved colors These rules also apply for all descriptor logos such as emergency Road Service and AAA Approved Auto Repair. Any representation of the AAA brand (AAA logo or name) for use on any Web site other than AAA.com must be approved by brand Strategy & Design. AAA national’s bylaw 17 serves to control and protect smaller AAA clubs’ territorial rights from larger clubs, who may have better bargaining power and deeper discounts to offer to Members. This rule also applies to selling and / or marketing products, services or offerings through traditional channels to Members of other AAA clubs. If you have gained approval to use the AAA logo on a Web site, you must also include our club’s legal name outside of the allowable logo clear space and a disclaimer that this product, service or offering is available only to Members of AAA northern California, nevada & Utah.May 2010 look AnD Feel | 6
  7. 7. AAA Brand Standards Look and feel Logo with tagline usage In this guideline you will find the basic graphic standards for use of the tagline in the acceptable configurations, as well as a few examples of the tagline in applications. Research tells us that customers are often pleasantly surprised to learn about all that AAA Membership offers. our tagline reminds readers of the added value. Use it as a sign-off whenever possible. Our tagline is a powerful call to action The tagline may be used only in the configurations shown, and creative applications are subject to review and approval by brand Strategy & Design. Use authorized artwork only. Reset type only for specific URls beneath the tagline. Use of tagline In our communications, the tagline is used as a sign-off or summary. It should not be used as a headline or as part of the content of running text. Tagline configuration Though flush right is our preferred configuration, versions of the tagline exist to suit a variety of layouts. It may be used alone or with a call to action / URl (example 3). The call to action is used underneath the 1) Tagline, centered tagline, to ensure customers are aware of how to access AAA through their preferred channel; a customized URl or phone number may be used in place of “Call | Click | Come In” for tracking purposes, as shown in the examples. Fonts The tagline font is Clarendon Roman, set in title case. The call to action / url font is Futura bold, set in all caps. Generally, the size ratio between the tagline and call to action/url is 2.33:1 (ex., 14 pt. over 6 pt.). 2) Tagline, flush right 3) Tagline with URl / call to action, flush rightMay 2010 look AnD Feel | 7
  8. 8. AAA Brand Standards Look and feel Minimum sizing Spacing must be equal to “X” height When layout limitations require the tagline to be smaller than 14 pt., it of the call to action is necessary to increase the proportion of the call to action in relation to the tagline (figure 1). Use a ratio of 1.4:1 (e.g., 10 pt. over 7 pt.). 1) Alternate proportions for use with limited space Minimum size for the call to action is 6 pt. At any size or configuration, (minimum size) the space between the elements is equal to the “X” height of the call to action. Clear space and its relationship to the AAA logo To ensure visual integrity, the tagline must be surrounded by clear space — meaning no interfering type or graphics are to be placed within close proximity (see diagram at left). As a unit of measurement, “X” is equal to the distance from the top to bottom of the AAA oval. The minimum clear space is a distance of one-half of “X,” expressed as “.5X.” All other AAA logo guidelines apply. Generally, the tagline is aligned with the left edge of body copy text. 2) Horizontal configuration with clear space and Another option would be to choose an appropriate visual anchor for minimum distance between AAA tagline alignment, while preserving the minimum distance requirements. In its and AAA logo horizontal version (figure 2), the tagline must be located left or right of the AAA logo no closer than .5X. In its vertical version (figure 3), the tagline must be centered above the AAA logo no closer than .5X. Registration mark (®) relationship to AAA Align to the top of the “A”. Minimum 5 pt. in proportions similar to those shown here (figure 4). Color specifications In color documents, the tagline should be printed in PAnTone® 287. When a document is printed in black and white, the AAA tagline and CALL | CLICK | COME IN logo are printed in solid black. When printing with spot colors, they should be printed using the PAnTone® Matching System, often referred to as PMS colors. See page 15. 3) Vertical configuration with clear space and minimum distance between AAA tagline and AAA logo 4) Registration mark proportion to AAA In lieu of the colors listed on this page, you may use the PAnTone® colors cited, the standards for which can be found in the current edition of the PAnTone formula guide. The colors and CMYK and RGB breakdowns shown on this page have not been evaluated by Pantone, Inc., for accuracy and may not match the PANTONE Color Standards. For accurate PAnTone Color Standards refer to the current edition of the PAnTone formula guide. PAnTone® is the property of Pantone, Inc.May 2010 look AnD Feel | 8
  9. 9. AAA Brand Standards Look and feel Logo placement Prevent Save at the pump. summer A: VIA Ad, one-half page Use the horizontal configuration set flush left when space allows. Visit AAAmaps.com to find low gas prices before you fill up. breakdowns. Save $25 on battery Staging the tagline separately from the AAA logo allows for AAA Membership, working for you. Now you can find gas stations with low prices before leaving home. Whether you’re commuting or traveling, replacement a greater range of layout possibilities. observe all clear space visit AAAmaps.com and click on Gas Price Finder to search for low gas prices nationwide. requirements. Plus, get point-to-point directions, maps and more at AAAmaps.com. Visit AAAmaps.com. B: VIA Ad, one-third page Use the vertical configuration when space limitations are narrow. ©2009 California State Automobile Association observe all clear space requirements. Summer heat puts extra A strain on weak batteries. Give us a call and we’ll come to you to diagnose and, if necessary, replace your auto’s failing battery befor e it leaves you stranded. Call (800) AAA-HELP (800 -222- 4357) Hours: Mon – Fri 7AM –7 PM , Sat – Sun 9 AM –5 PM * *Service available in most areas. If you choose to have us replace a failing battery, the battery replacement service we provide will not count as one of the four Emergency Road Services that you are entitled to receive each Membership year. © 2010 California State Automobile Association. All rights reserved. B MEMBERS GET 20% OFF AT FTD.COM C: Outdoor board ©2007 California State Automobile Association Use the one-line horizontal configuration as space allows. observe all clear space requirements. C D: Television sign-off Use the two-line vertical configuration to maximize screen coverage. For TV, the call to action typically includes the following: 800 JoIn AAA | AAA.com | VISIT A loCAl bRAnCH DMay 2010 look AnD Feel | 9
  10. 10. AAA Brand Standards Look and feel Grid system for staging the AAA logo Placement is as important as prominence, size and color when displaying the logo. The grids provided here show staging requirements for all collateral and Web applications. Using standards for staging the AAA logo ensures consistent presence and visibility of the AAA logo. Print ads, flyers, letter-size collateral: Stage logo with tagline lower right to fill 1/2 of grid. When using only the Masterbrand, fill approximately 1/5 of the grid. In both brand applications, ensure that ample white space is given. Postcards, inserts: Stage logo with tagline lower right to fill 2/5 of grid. Web pages: Stage logo upper left to fill 1/5 banner width. Email banners: Stage logo on the left to fill approximately 1/6 grid. Email footers: Stage logo with tagline on the right to fill approximately 1/3 grid. 152 x 248 192 x 230 328 x 96 Web banners: Stage logo as shown according to the specific banner size. For more details refer to the banner ad standards on brandPoint at aaabrandpoint.com.May 2010 look AnD Feel | 10
  11. 11. AAA Brand Standards Look and feel Color palette organization Color is an important component of the AAA brand image and helps to differentiate AAA from competitors. The brand colors were chosen to resonate with our brand attributes. These colors are grouped in three palettes that identify our three main lines of business: Membership, Insurance and Travel. This section describes our brand palette and provides examples of how we identify our products through color choice. Color formulations are on page 15. MEMBERSHIP PMS 485 PMS 287 PMS 138 PMS 116 White Black INSURANCE PMS 542 PMS 159 PMS 287 PMS 138 PMS 116 White TRAVEL PMS 4675 PMS 7468 PMS 5503 PMS 1805 PMS 485 PMS 299 PMS 383 PMS 287 PMS 459 PMS 138 PMS 159 PMS 116 White Black Tints The use of tints allows for greater design flexibility and provides a highlight for key messaging. To ensure sufficient contrast and consistency across communications, we specify a tint of 20% for AAA Yellow (or PAnTone® 116) and 50% for AAA Insurance blue (or PAnTone® 542). We do not use tints of any other colors. AAA Yellow Tint (20% of PMS 116) AAA Insurance blue Tint (50% of PMS 542) In lieu of the colors listed on this page, you may use the PAnTone® colors cited, the standards for which can be found in the current edition of PAnTone Publications. The colors, CMYK, RGB and hexadecimal breakdowns shown on this page have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. For accurate PAnTone Color Standards, refer to the current edition of PAnTone Publications. PAnTone® is the property of Pantone, Inc. Note: The PAnTone Foil Stamping Color Guide has been discontinued. We will permit your inclusion of these colors in this piece as many individuals still reference this product.May 2010 look AnD Feel | 11
  12. 12. AAA Brand Standards Look and feel Membership AAA Blue: solidity, heritage, trust This palette is used when creating communications that focus on our gateway products and services, AAA Yellow: action, optimism, clarity which are not specifically aligned with the Insurance or Travel business lines. Within this palette, color-weighting White: freedom, forthrightness, freshness for individual products is rooted in the significance of specific colors, which combine to create distinctive AAA Orange: sun, warmth, hospitality and relevant identities. AAA Red: response, excitement, importance Black: power, purpose, confidence CORE ACCENT PMS 485 PMS 287 PMS 138 PMS 116 White Black AAA Premier Membership With A A One amazing new Card. you’ve A, g Roadsid ot the best Countless possibilities. there is e Assistance . Renew n ▪ We re ach you today! ompanio 15 min veler’s C ▪ We co utes ve sooner that be r you even whe AAA Tra than ot longs to n hers.8, ▪ AAA someone you’re in a ca tow truc else. r minor m k drmybill echanica ivers are traine l proble d to ad ms on drde box on As you renew, the spot ess choose .ent coupon. the leve l of bene fits that ’s right renew! for you. rship 1003968-80 to It’s time Membe.Towing not to exceed 200 miles for ervice calls.one day will be complimentary. Does not A Your AA to expireraveling with Premier Member. Travel must Miles of AAA Cl assicme to qualify for this benefit. FREE to $54 per yea AAA Pl 1 wing t r continental United States, Canada or us is abou FREE em $89 per er submission of a claim form. ergency 5 miles year AAA Premier 2 nefits. fuel and $109 per your be deliveryothes and up to $250 off the cost of shipping 100 mile yea rage of k you! re 48 hours after we process your payment. Save ed cove interrupt newal fees, th an Locksmi th reimb FREE de livery s 200 mile $5.00 (Membe ursemen r pays for s sure un t for carighest attention. In these exceptional fuel) (1x 200 en al re and ho 3 gallon miles, 3x today to ur annu !, but a surcharge will be assessed. 100 mile s FREE now>> One-day me s) ll rights reserved. Renew already paid yo FREE car rental wi $60 loc ksmith 5 gallon s FREE If you’ve (car only Details th a tow ) $100 loc >> ksm ith (car only ) $100 loc ksm Move up to the ultimate 2, ith 06-399 anch. (car and Sign home) for auto up peace of mind on the road >> (877) 2 renewa matic ✓ ay: Callvisit your local A A A br save l and tod Call (87 Renew .com/renew or $5.00! click A 7) 206-3 click A AA A A.com /renew 992, visit yo or ur local A A A br anch. AAA Battery Service Save time and worry. We’ll come to your home or office to replace your battery on the spot. It’s easy and convenient. ▪ Quick, professional installation ▪ Exclusive $25 AAA Member discount ▪ 6-year warranty, 3-year free replacement, 3-year pro-rate Plus, we’ll recycle your old battery for free. Save $55 — pay just $24.99 for a 60-point Please call (800) AAA-HELP winter inspection. (800-222-4357) and take advantage Plus FREE wiper blades. of same-day service. Find out where >> Go without the tow: Count on AAA Date: Call Number: *Service available in most areas. If you choose to have us replace a failing battery, the battery replacement service we provide will not count as a service call. Services and procedures may be changed without notice. © 2009 California State Automobile Association. All rights reserved. F646 (Rev. Feb 2009) May 2010 look AnD Feel | 12

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