Brand Standards Manual - The American Institute of Aeronautics

85 Pages·2007·6.25 MB·English

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
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The Grid System 40 IA
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The Address Block 47 Bra
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Internal Communication 50 tan
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Forms 51 rd
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Messaging 53 a
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Advertising Materials 55 |l

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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.
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• AIAA Brand Management Process IAA
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presents the rationale for and the process of the four phases of AIAA’s Brand ran
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Introduction to a
What is Brand Management? nu
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Brand Management Brand Management is a process that uses a common, universal discipline for |l

managing the AIAA brand throughout the world. In
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Brand Management: ctio
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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
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The architecture of a brand is defined by a brand hierarchy. This is a structure of S
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how the AIAA brand and secondary brands fit together into a system where the nd
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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
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interdependent. As brand strategist Jeffrey Sinclair stated, “A house of brands is tro
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like a family; each needs a role and a relationship to others.” uctio
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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.
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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.
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paramount concern. It is important to support the others and define AIAA in cfm?pageid=257 or contact Sharon IA
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use care in following the correct usage the marketplace. The elements work Grace at 703.264.7532 or sha- ra
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guidelines set forth in this manual in all together in a balanced, harmonious [email protected]. S
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printed and electronic materials. manner that should be maintained in nd
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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.
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This option is used when the application of the nd
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color logo conflicts with the overall color scheme. It tan
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should also be used in black-and-white applications. rd
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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.
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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
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The signature should never be altered S
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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
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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
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maintaining the clear space established is utilized as a standalone, the Sta
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AIAA Logo Paired with Other Logos 0
x x
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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