Brand Standards Manual v 2.0 1 September, 2010 Table of Contents AIAA Brand Management 3 The Signature 6 Signature Space 9 Secondary Logos 10 Logomark 12 Corporate Fonts 15 Corporate Colors 21 Stationery 27 Printed Collateral 30 A The Grid System 40 IA A The Address Block 47 Bra n d S Internal Communication 50 tan d a Forms 51 rd s M Messaging 53 a n u a Advertising Materials 55 |l 2 Electronic Media 57 Web Site 58 Electronic Newsletter 61 AIAA PowerPoint 63 Awards and Certificates 66 Signage 67 Exterior Signage 68 Interior Signage 71 Trade Show Exhibits 72 Trade Show Booth 73 Podium Signs 77 Banners 79 Premium Items 81 Promotional Items 82 Wearables 84 AIAA Brand Management Introduction to This manual is a reference for staff and members who need to understand the philosophy of, necessity for and process of Brand Management. The this Manual accompanying Brand Management Tool Kit is a resource for those who need to undertake specific brand management activities. • Brand Management presents an Overview of Brand Management and explains its process and importance. • AIAA Brand Architecture and Positioning discusses Brand Architecture and Brand Positioning and presents a model for Brand Architecture. A • AIAA Brand Management Process IAA B presents the rationale for and the process of the four phases of AIAA’s Brand ran d Management Process. Sta n d a rd s M Introduction to a What is Brand Management? nu a Brand Management Brand Management is a process that uses a common, universal discipline for |l managing the AIAA brand throughout the world. In tro d u Brand Management: ctio n 1. Directs our approach to managing our brand’s positioning and communication, 2. Measures key results, and 3. Provides significant competitive advantage from improved brand usage. Improved brand usage allows AIAA to: • Create brand awareness for select target market segments, • Gain new members in target markets, • Build loyalty throughout the organization, • Bring new products and services to market, and • Improve stakeholder awareness and relationships. What is the Brand Management Process? The Brand Management Process is an AIAA set of standards used to execute a Brand Strategy. Why Do We Need a Brand Management Process? The AIAA Brand Study determined that the AIAA organization focused on Product Management rather than on Brand Management. We often have been concerned with subjects such as events, conferences, and publications without giving the same attention to brand market research, competitive brand analysis, market segmentation, brand positioning, or processes for developing and managing our brand’s image and communication. Brand Management We need to understand the difference between a brand and a product. We must respond to the fact that members and potential members differentiate more on the basis of brand than by product. A product includes characteristics such as scope (Crest makes dental hygiene products), attributes (Volvo is safe), quality/value (Kraft delivers a quality product), and uses (Subaru is made for the snow). A brand includes not only these product characteristics, but also the following concepts: • Organizational attributes (3M is an innovative company) • Brand personality (Bath and Body Works is a retail brand with energy and vitality) • Symbols (Target red) • Brand-customer relationships (Starbucks is a friend) • Emotional benefits (McDonald’s Loving It) Brand Architecture It is important for a brand to support other brands in the system and to avoid confusion in members’ minds. AIAA brands do not exist in isolation; they relate and Positioning to the other brands in a brand hierarchy. At the apex of a brand hierarchy is the AIAA brand that should enhance its secondary brands. In turn, the secondary brands should bolster the image and reputation of the AIAA brand. This is how A great brands are built. IA A B ra n d The architecture of a brand is defined by a brand hierarchy. This is a structure of S ta how the AIAA brand and secondary brands fit together into a system where the nd a brands’ core values and positioning are interrelated. rds M a n u a The brands in AIAA brand hierarchy are interrelated and interdependent within the |l overall brand structure, much like the rooms in a house are interrelated and In interdependent. As brand strategist Jeffrey Sinclair stated, “A house of brands is tro d like a family; each needs a role and a relationship to others.” uctio n To take the house analogy further, all brands are under the “roof” of the organization’s core values; they also support the organization’s image the way that the structure of a house is both under the house’s roof and is the support for that roof. AIAA Brand AIAA Brand Positioning Positioning determines how our brand is perceived by members or potential mem- Management bers. Positioning is the process of connecting the AIAA brand to an established value that is important to our members. The positioning depends on the Process objectives we have set for our brand. Once we have decided on the positioning to use, we must be consistent in our messaging. The Process Define Brand Positioning • Determine what features and benefits are to be communicated • Leverage strengths and minimize weaknesses • Define brand positioning characteristics for the AIAA brand. These characteristics include: ° Target members, ° Benefit, ° Support, and ° Brand personality. Components of The AIAA brand consists of the following minimum components. All three components must be present in our communications to ensure adherence to the AIAA Brand the brand standards. 1. The signature: AIAA logomark and logotype, tagline and logo color 2. Corporate fonts: Futura and Minion type families 3. Corporate colors: Primary and secondary, and accent colors The application of these components creates the visual identity for AIAA’s communication pieces. The following sections provide detailed specifications for correct use and application of the AIAA brand components in our communication materials. A IA A B ra n d S ta n d a rd s M a n u a |l In tro d u ctio n 1. The Signature The AIAA signature defines the All of the elements of the AIAA To ensure proper visibility of the Institute in the marketplace. It serves signature—the logomark, logotype, signature on each printed piece, the as a graphic identity for the Institute, and color—work together to create a signature should appear in its entirety tying together all of AIAA’s unique image for the Institute. This at least once, on the outside front or communication efforts under a bold image helps to position AIAA among back. Ideally, it should be incorporated and powerful brand. This signature the leaders of the aeronautics and with all other text and graphic leads the way for AIAA in the market, astronautics communities as the premier elements, including affiliated partner creating a sense of precision and professional association and logos, in such a manner that adheres strength among our members, partners, differentiate us from our competitors to the clear space and minimum size and employees. with a strong, dynamic, and bold rules established in this manual. signature that is representative of Maintaining the integrity of our our mission. To obtain an AIAA logo in vector corporate identity and protecting our format, please visit the AIAA Web marks and intellectual property are of Each signature element serves to site at www.aiaa.org/content. A paramount concern. It is important to support the others and define AIAA in cfm?pageid=257 or contact Sharon IA A B use care in following the correct usage the marketplace. The elements work Grace at 703.264.7532 or sha- ra n d guidelines set forth in this manual in all together in a balanced, harmonious [email protected]. S ta printed and electronic materials. manner that should be maintained in nd a every application and reproduction. rds M a n u a |l 6 Signature The logomark, logotype, and tagline make up the AIAA signature. Logomark The AIAA mark is comprised of a circle, representing the earth, and two arrows, representing both aeronautics and astronautics. Tagline The AIAA tagline is presented in a typeface that reflects the vision inherent in the tagline. The condensed font suggests the tight-knit community AIAA represents. The italics of the font represent the forward-thinking attitude. Preferred Signature Whenever possible, the PMS 287 blue version of the AIAA logo should be used. However, there may be instances when the blue logo is not visually compatible with the overall design or the specific medium used. Alternate Signatures When the PMS 287 blue logo is not visually well suited to the overall design or the specific medium used, the logo may be used in one of two acceptable color variations. A IA A Black B ra This option is used when the application of the nd S color logo conflicts with the overall color scheme. It tan d a should also be used in black-and-white applications. rd s M a n u a |l 7 White This “reversed out” option works well when the background color scheme is 50% black or darker. Special Application For special events, such award ceremonies or galas, metallic inks may be used for the logo Signatures application. The metallic ink should be chosen from the gold and silver shades. The PMS colors shown here are only suggestions; the application of the logo and the theme of the printed piece will determine which colors are most suitable. Gold This logo option utilizes PMS 872. It harmonizes well with black. A IA A B ra n d S ta n d a rd s M a n u a |l Silver 8 This logo option utilizes PMS 877. This “lighter” metallic option works well with PMS 287 blue in printed pieces. 1.1 Signature Space The AIAA signature was designed to the electronic files provided by the define AIAA and underline the value appropriate AIAA representative. inherent in the Institute. It is a strong signature that is balanced and The integrity of the signature may also dynamic in every element of the logo. be compromised if reproduced any smaller than the indicated minimum To keep the integrity of the signature size. If you have questions about and fully establish the strength of the signature formats, contact AIAA logo, a clear space must be kept Sara Bluestone at 703.264.7592 or all around the signature. No other [email protected] prior to publication elements, such as text or images, should and distribution of your materials. enter this safety distance established around the logo. This allows the AIAA logo to remain successful and best A communicate the AIAA image. IA A B ra n d The signature should never be altered S ta or distorted in any way. It must not be nd a re-drawn, but rather reproduced rds M electronically or photographically from an u a |l 9 Clear Space The minimum clear space is designated by the diameter of the inner ring in the AIAA logomark. This space applies all around the signature. The desired clear space area for marketing and advertising materials is the outer ring of the AIAA logomark. x x x x x - Diameter of the inner circle in the AIAA logomark indicates the minimum signature clear space. x - Diameter of the outer circle in the AIAA logomark indicates the preferable signature clear space. x x x x Minimum Size The signature may not be used smaller than 1.25’’. * If a size smaller than 1.25’’ is necessary (on give-aways, for example) the tagline may be dropped to preserve the integrity of the signature. 1.25 inches* 1.2 Secondary Logos AIAA has numerous sections, technical • The AIAA logo should never be regarding clear space surrounding committees, and partner programs. As smaller than the partner logo. It the logo and placement on a result our name and logo will appear should, if appropriate, be larger, various deliverables. with those of our sections and partner but at least of equal size. programs on a variety of materials, The examples shown here are from Web sites to newsletters. A basic • When the AIAA name is recommendations that ensure the principle to which one should adhere incorporated into a section or maximum amount of brand recognition while preparing items where the AIAA partner logo, it should always be and consistency for the Institute. logo will appear in close conjunction written above the partner logo in Standardized usage of the AIAA logo with other names or logos is as follows: a balanced and pleasing manner. will increase the unity and strength of The font to be used is Futura Bold the AIAA brand. • On advertising as well as marketing Oblique to express the values of the materials, the AIAA logo should, AIAA logo appropriately. generally speaking, appear on the A IA bottom right of the page, with the • In instances where the partner logo A B partner logo to the left or above while is inclusive of the AIAA name, but ran d maintaining the clear space established is utilized as a standalone, the Sta n in section 1.1 Signature Space. same rules as the AIAA logo (see da rd section 1. The Signature) apply s M a n u a |l 1 AIAA Logo Paired with Other Logos 0 x x x x When the partner logo is placed to left or right of the AIAA logo, align it with the baseline of the AIAA logo. Guidance, Navigation, and Control x x x x Guidance, Navigation, and Control x x x x If the partner logo is above the AIAA logo align it on the right with last “A.” x x x x