AM2014 Exhibition _ Brand Guidelines

AM2014 Exhibition Brand Guidelines Contents

The Logo
Logo Composition
Logo Isolation
Logo Misuse
Colour Usage
Typography
Size
Typography Colour
Digital and Print Guidelines
Writing Copy
Writing Numerics
Advertising Signature
Typography
Typography Positions
Imagery Composition

1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
2.1
2.2
2.3
2.4
2.5
2.6
2.7
The style guide has been set
to defne the appearance of all
collateral related and endorsing
the AM2014 exhibition. The
specifcations within this guide
must be followed to assure
consistency within the brand.
The subsequent sections describe
In more detail how the brand is
Implemented in diferent areas.
Style Guidelines Style Guidelines
1.1 The Logo
Where possible, the logo must
appear in the brand yellow.
However, if this is not possible, it
should appear in the deep blue of
the brand.
The logo must remain transparent,
failing this, assure the negative
space within the logo matches the
background logo.
The logo must to appear as a tint
or as an of brand colour. See 1.5
for colour guidelines.
Logo Size
The logo has been designed to
reproduce at the minimum height
of 10mm. There is no maximum
reproduction size. Restrictions are
based on the readability of the
typography within the logo.


10mm
1.2 Logo Composition
Where possible, the logo must
always appear centralised in the
upper most part of the page,
examples of which have been
displayed to the right.
The padding between the logo
and the top of the page must not
exceed any less than 10mm.
5mm
1.3 Logo Isolation
The logo should be surrounded by
a 5mm area at all times, minimum.
The area is a minimum and should
be increased wherever possible.
The area of isolation ensures that
text or other visual elements do
not encroach on the logo.
1.4 Logo Misuse
As a key representative of the
brand, it is important that the
appearance of the logo remains
consistent.
The logo should not be
misinterpreted, modifed or added
to in any way. It must never be re-
drawn or adjusted and should only
be reproduced from the artwork
provided.
To illustrate this point some of the
more likely mistakes are shown.
The logo must not be rotated to
any angle other than 90.
The logo must not have a reduced
opacity.
There must not be any type or
imagery within the logo isolation.
The logo must not be cropped to
any extent.
No colours other than brand
colours can be used to fll the logo.
The logo must remain flled, and
not in stroke form.
1.5 Colour Usage
The AM2014 Exhibition logo must
appear in the yellow wherever
possible. The only alternative to
this is the of black, provided to the
right.
The other colours have been
created to allow diversity within
the design and other elements of
the branding.
C_13
M_16
Y_100
K_1
C_88
M_70
Y_24
K_8
C_84
M_73
Y_54
K_69
C_49
M_29
Y_35
K_9
C_10
M_4
Y_1
K_0
C_79
M_51
Y_34
K_20
1.6 Typography
The typography throughout all the
of branding is Open Sans. Various
weights are used to establish the
hierarchy throughout all elements
of design. To the right, it displays
the font choices within the
typeface.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Open Sans Regular
9pt
Open Sans Semi-bold
9pt
Open Sans Bold 16pt
Body Copy
Sub-headings _ Body Copy Emphasis
Headings
Type should never appear below
5pt. There is no maximum limit to
type size. Headlines should always
be set using Open Sans Bold and
always in caps. As they are to
appear this way the leading for
headlines should be determined
by the following equation: leading
= font size -5pt for example: font
size = 70pt leading = 65pt
Body copy should always be set
using Open Sans. As this is a
regular font, body copy requires
more leading and should be
determined by the following
equation: leading = font size +3pt
for example: font size = 8pt leading
= 11pt. The same is to be applied
to the sub headings.
Body copy set using Open Sans. It
is 8pt type with 11pt leading. Being
a condensed font the extra points
in the leading helps its readability.
1.7 Typography
THE Q EDITION
ASTON MARTIN
Hentemporum quidi asperi
blaccaborum rerferit ab iur?
Itat quiassus, occusdae. Dempores
aut magnis dollenet, quiant
que nulluptusci sus, od mi, sae
porporem nonsero dolorer eicipsa
ndicid estia aspelen tinciate a volut
ofc tem explaut doluptio ipsusam
quia quiandit autemporem
quibus mod et quo molupta nisit
apitem eat faccumquo doluptio
exceser rovit, con ex ent prepel
iliquassin comnis et faci iurem id
ex erum invenimaio. Volluptae nit
omniaeIcit liquias qui ofciat.
Milicit, occus iumque minvele
sequid erioremolore aliquam
enihiti ncitate nihillenia cus, con re
magnimus doluptat.
Ad molut aceribus, sus, que
porit fuga. Et omnitiis est quunt,
quatquatur sunt ipis plaboristem
1.8 Typography Colour
Headlines should always appear in
yellow, black, or white depending
on the colour of background they
are sitting over.
Key words or sentences can be
picked out in one of these colours.
There doesnt always have be an
even split but there are occasions
when this will work better.
THE Q EDITION
ASTON MARTIN
BESPOKE ENGINEERING, AT ITS FINEST
The following section is a guide
to implementing the new identity
in the medium of print and digital
aspects of the branding.
2.1 Digital and Print Guidelines
The web is written lower case.
Other common technical terms
are styled as follows: CD-ROM,
email, voice-mail, hi-tech, hi-res,
3D, voiceover, worldwide-web,
website, dotcom.
Job titles should be written as
lower case: creative director,
executive producer It is preferable
to use and within text rather than
the ampersand (&). No full stops in
acronyms or after initials. Captions
do not have full stops at the end.
Hyphen (-) used for words that
are broken over two lines or for
fractions (two-thirds) or to join two
words (part-time). Avoid hyphens
at the end of lines in range left
copy if at all possible.
En dash () used in place of
through in numbers (1025) or
other measurements of time
(MayJune).
Em dash () Sometimes used in
place of a colon as punctuation
(the work was completed all
things had been revised).
Ellipses Three points with a small
space either side which signify
a missing word... To keep the
text area as even as possible it is
preferable not to use quotation
marks to signify the title of a flm.
These can be signalled by the use
of CAPS.
Underscore (_) Use to separate
items with difering subjects. For
example,
2.2 Writing Copy
AML2014 _ OULTON PARK
The 2014 in AM2014 should
always be a numeral. However,
in general one to ten are to be
written out: one, two, three, four,
fve, six, seven, eight, nine, ten.
Number 11 onwards should be
written in fgures: He was 12
years old. All numbers at the
beginning of sentences should
be written out: Two million years
ago. Weights, times, measures
and dates should be stated
numerically. Add an s to numerals
and dates to pluralise them: 1940s,
B-52s Four fgure numbers dont
have commas. Larger ones do:
1750 and 50,000 Decades are
written as 70s, 80s, 90s. Centuries
are written as nineteenth century,
twentieth century.
2.3 Writing Numerics
12345
67890
The url should always be used
when there is relevant and
corresponding information on the
AM2014 Exhibition website.
It must always be the smallest
piece of information (in size) on
the page. However care must
be taken to maintain the URLs
visibility. Event information must
always be represented in the order
of day_month_date_time.
Abbreviations are allowed in the
following combinations:
Monday January 3rd at 9pm
Mon 9pm
January 3rd 9pm
Jan 3rd 9pm
2.4 Advertising Signature
aml2014.com/tickets
ONE 77 POWER LAP
SATURDAY AUGUST 4TH AT 7PM
URL Construction
Scheduling Arrangements
There are four levels of
typographic hierarchy:
_Header
_Event/Exhibit Title
_Information
_URL or Event Details
Collateral can exist with or without
a headline but when set without
consider the exhibit title as a
headline.
2.5 Typography
OULTON
GOES
ASTON
THE ASTON MARTIN ONE 77
DOES A POWER LAP
The limited edition, million pound super car is
pushed to its limits.
August 4th at 2pm _ aml2014.com/one77

Headline size can vary depending
on the size of the advertisement
and the imagery used. However it
should be larger than the rest of
the copy on then-page and always
in caps.
For portrait and landscape ads the
headline copy can move up and
down the left hand margin. Where
appropriate, central aligned type
can be used, on packaging for
example.
When working with imagery, the
type must be used to overlap an
aspect of the imagery, perhaps
the focus, to draw attention to the
typography.
2.6 Typography Positions
EXPERIENCE
ASTON MARTIN
AML2014 EXHIBITION _ AUGUST 3RD - 4TH
The imagery must also contain
Aston Martins in motion. To
refect the speed and beauty of
the cars, as they travel, which is
their primary function. Amongst
picturesque backgrounds, if
possible.
The images must also be produced
in ful colour or duo tone, using the
AML2014 colour scheme. Doing
this should also the image to
become part of the brand through
the colour assosiation. This will
also make it easier to apply type
over the image.
2.7 Imagery Composition
OULTON PARK
GOES ASTON
AML2014 EXHIBITION _ AUGUST 3RD - 4TH