2. AAA Brand Standards
Table of contents
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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 don'ts ..................................................................................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..................................................................26
May 2010 TAble oF ConTenTS | 2
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 brand's 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 logo's 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, white
May 2010 look AnD Feel | 3
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 centering
May 2010 look AnD Feel | 4
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. 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. 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 right
May 2010 look AnD Feel | 7
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
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. 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
