aaaia brandstandardmanual

8/14/2019 AAAIA BrandStandardManual

1/85

Brand Standards Manualv 1.030 November, 2007


2/85

Table of Contents AIAA Brand Management

The Signature 6Signature Space 9

Secondary Logos 10

Logomark 12

Corporate Fonts 15

Corporate Colors 21

Stationery 27

Printed Collateral 30

The Grid System 40The Address Block 47

Internal Communication 50Forms 51

Messaging 53

Advertising Materials

Electronic Media 57Web Site 58

Electronic Newsletter 61

AIAA PowerPoint 63

Awards and Certifcates

Signage 67Exterior Signage 68

Interior Signage 71

Trade Show Exhibits 72Trade Show Booth 73

Podium Signs 77

Banners 79

Premium Items 81Promotional Items 82

Wearables 84


3/85

This manual is a reerence or sta and members who need to understand thephilosophy o, necessity or and process o Brand Management. The

accompanying Brand Management Tool Kit is a resource or those who needto undertake specic brand management activities.

Brand Managementpresents an Overview o Brand Management and explains its process andimportance.

AIAA Brand Architecture and Positioningdiscusses Brand Architecture and Brand Positioning and presents a model orBrand Architecture.

AIAA Brand Management Processpresents the rationale or and the process o the our phases o AIAAs BrandManagement Process.

What is Brand Management?Brand Management is a process that uses a common, universal discipline ormanaging the AIAA brand throughout the world.

Brand Management:1. Directs our approach to managing our brands positioning and communication,

2. Measures key results, and3. Provides signicant competitive advantage rom 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 o standards used to execute aBrand Strategy.

Why Do We Need a Brand Management Process?The AIAA Brand Study determined that the AIAA organization focused on ProductManagement rather than on Brand Management. We oten have been concernedwith subjects such as events, conerences, and publications without giving thesame attention to brand market research, competitive brand analysis, marketsegmentation, brand positioning, or processes or developing and managing ourbrands image and communication.

AIAA Brand ManagementIntroduction to

this Manual

Introduction toBrand Management


4/85

We need to understand the dierence between a brand and a product. We mustrespond to the act that members and potential members dierentiate more on thebasis o brand than by product.

A product includes characteristics such as scope (Crest makes dental hygieneproducts), attributes (Volvo is sae), quality/value (Krat delivers a quality product),and uses (Subaru is made or the snow). A brand includes not only these productcharacteristics, but also the ollowing 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 benets (McDonalds Loving It)

It is important or a brand to support other brands in the system and to avoidconusion in members minds. AIAA brands do not exist in isolation; they relateto the other brands in a brand hierarchy. At the apex o a brand hierarchy is theAIAA brand that should enhance its secondary brands. In turn, the secondarybrands should bolster the image and reputation o the AIAA brand. This is howgreat brands are built.

The architecture o a brand is dened by a brand hierarchy. This is a structure ohow the AIAA brand and secondary brands t together into a system where thebrands core values and positioning are interrelated.

The brands in AIAA brand hierarchy are interrelated and interdependent within theoverall brand structure, much like the rooms in a house are interrelated andinterdependent. As brand strategist Jerey Sinclair stated, A house o brands islike a amily; each needs a role and a relationship to others.

To take the house analogy urther, all brands are under the roo o theorganizations core values; they also support the organizations image the waythat the structure o a house is both under the houses roo and is the supportor that roo.

AIAA Brand PositioningPositioning determines how our brand is perceived by members or potential mem-bers. Positioning is the process o connecting the AIAA brand to anestablished value that is important to our members. The positioning depends on theobjectives we have set or our brand. Once we have decided on the positioningto use, we must be consistent in our messaging.

The ProcessDene Brand Positioning Determine what features and benets are to be communicated Leverage strengths and minimize weaknesses Dene brand positioning characteristics for the AIAA brand.

These characteristics include:

Target members,

Benet,

Support, and

Brand personality.

Brand Management

Brand Architectureand Positioning

AIAA BrandManagement

Process


5/85

The AIAA brand consists o the ollowing minimum components. All threecomponents must be present in our communications to ensure adherence tothe brand standards.

1. The signature: AIAA logomark and logotype, tagline and logo color2. Corporate fonts: Futura and Minion type families3. Corporate colors: Primary and secondary, and accent colors

The application o these components creates the visual identity or AIAAscommunication pieces. The ollowing sections provide detailed specications

or correct use and application o the AIAA brand components in ourcommunication materials.

Components ofthe AIAA Brand


6/85

The Signature

SignatureThe logomark, logotype, and tagline makeup the AIAA signature.

LogomarkThe AIAA mark is comprised o a circle, representingthe earth, and two arrows, representing bothaeronautics and astronautics.

TaglineThe AIAA tagline is presented in a typeace thatreects the vision inherent in the tagline. Thecondensed ont suggests the tight-knit communityAIAA represents. The italics o the ont representthe orward-thinking attitude.

The AIAA signature denes theInstitute in the marketplace. It serves

as a graphic identity or the Institute,tying together all o AIAAscommunication eorts under a boldand powerul brand. This signatureleads the way or AIAA in the market,creating a sense o precision andstrength among our members, partners,and employees.Maintaining the integrity o ourcorporate identity and protecting ourmarks and intellectual property are oparamount concern. It is important touse care in ollowing the correct usageguidelines set orth in this manual in allprinted and electronic materials.

All o the elements o the AIAAsignaturethe logomark, logotype,

and colorwork together to create aunique image or the Institute. Thisimage helps to position AIAA amongthe leaders o the aeronautics andastronautics communities as the premierproessional association anddierentiate us rom our competitorswith a strong, dynamic, and boldsignature that is representative oour mission.

Each signature element serves tosupport the others and dene AIAA inthe marketplace. The elements worktogether in a balanced, harmoniousmanner that should be maintained inevery application and reproduction.

To ensure proper visibility o thesignature on each printed piece, the

signature should appear in its entiretyat least once, on the outside ront orback. Ideally, it should be incorporatedwith all other text and graphicelements, including aliated partnerlogos, in such a manner that adheresto the clear space and minimum sizerules established in this manual.

To obtain an AIAA logo in vectorormat, please visit the AIAA Website at www.aiaa.org/content.cm?pageid=257 or contact SharonGrace at 703.264.7532 or [email protected].

1.


7/85

Preferred Signature

Alternate Signatures

Whenever possible, the PMS 287 blue version othe AIAA logo should be used. However, there maybe instances when the blue logo is not visuallycompatible with the overall design or the specifcmedium used.

When the PMS 287 blue logo is not visually wellsuited to the overall design or the specifc mediumused, the logo may be used in one o twoacceptable color variations.

BlackThis option is used when the application o thecolor logo conicts with the overall color scheme. Itshould also be used in black-and-white applications.

WhiteThis reversed out option works well when thebackground color scheme is 50% black or darker.


8/85


9/85


10/85

AIAA has numerous sections, technicalcommittees, and partner programs. As

a result our name and logo will appearwith those o our sections and partnerprograms on a variety o materials,rom Web sites to newsletters. A basicprinciple to which one should adherewhile preparing items where the AIAAlogo will appear in close conjunctionwith other names or logos is as ollows:

On advertising as well as marketingmaterials, the AIAA logo should,generally speaking, appear on thebottom right of the page, with thepartner logo to the left or above whilemaintaining the clear space establishedin section 1.1 Signature Space.

The AIAA logo should never besmaller than the partner logo. It

should, if appropriate, be larger,but at least of equal size.

When the AIAA name isincorporated into a section orpartner logo, it should always bewritten above the partner logo ina balanced and pleasing manner.The font to be used is Futura BoldOblique to express the values o theAIAA logo appropriately.

In instances where the partner logois inclusive o the AIAA name, butis utilized as a standalone, thesame rules as the AIAA logo (seesection 1. The Signature) apply

regarding clear space surroundingthe logo and placement on

various deliverables.

The examples shown here arerecommendations that ensure themaximum amount of brand recognitionand consistency for the Institute.Standardized usage of the AIAA logowill increase the unity and strength ofthe AIAA brand.

Secondary Logos1.2

Guidance, Navigation, and Control

When the partner logo is placed to letor right o the AIAA logo, align it with thebaseline o the AIAA logo.

AIAA Logo Paired with Other Logos

xx

x x

xx

x x


xx

x x

xx

x x

I the partner logo is above the AIAAlogo align it on the right with last A.


11/85

AIAA Name Incorporated in Other Logos

The AIAA name is incorporated into a sectionor partner logo above the partner logo in abalanced and pleasing manner. The ont tobe used is Futura Bold Oblique.

The Tennessee Section

On newsletters where the logos are beingused on the top o the page, the AIAA logoshould stand to the right o the section,committee, or partner logo. It is recom-mended that both logos be o equal size.

I the AIAA name is used as part

o a partner program, the AIAA nameshould be incorporated using FuturaBold Oblique.



12/85

The AIAA mark is an integral part othe AIAA identity. It strongly conveys

the dynamic forward-thinking attitudeound in AIAAs membership, makingthe organization the premierdestination or aerospace leadership.

As such, the mark can be used as agraphic element to reinorce theAIAA brand identity. It adds visualinterest and richness to materials.

When using the mark as a standalonegraphic device, it should always beused with the AIAA logo. The use othe mark should be subtle and nottake away rom the overall messageo the individual piece. It should be awell-placed accent to complement theoverall design.

The mark should always be used asa screen. On a white background a

screen of 3%-7% of black or AIAAblue should be used. When screenedagainst a color block, the logomarkcan either be a 93%-97% screen ofthat color or a darker shade o thatcolor to achieve an overlay eect. Thedarker shade should be very closein value to the background color toensure the eect is subtle.

In addition, the logomark can beoverlaid with a transparency eect.The logomark should be utilized inPMS 287, Black, or White. The eectand its opacity should be chosenappropriately to the backgroundcolor. The nal eect should besubtle, with the logomark still visible.

The percentages given here aresuggestions only and may have to be

adjusted to ensure proper visibility.

The mark may also be screenedagainst imagery in the background.The screen can be a transparencyeect or a screen o one o the colorsin the color palette. The eect shouldbe subtle, but the logomark shouldbe identiable. Thereore, the spotwhere the logomark is used shouldbe chosen careully.

Logomark1.3

Logomark in rich black with a 5% screen.

Logomark in PMS 7406 witha 93% screen on solid PMS 7406.

Logomark in 100% black overlaidwith a 12% multiply eect on solid PMS 5655.

Logomark in PMS 287 with a 7% screen.


13/85

Examples

Sample applications o the logomark beingscreened against a color background. The logomarkis visible and recognizable, but does not take away

rom the overall layout.

Sample application o the logomark being screenedagainst a white background.

Sample application o the logomark being utilizedagainst a color block with the

logomark a darker color.


14/85


15/85

MINION REGULARABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

1234567890!@#$%^&*()

MINION ITALICSABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

MINION BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

MINION BOLD ITALICSABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

Typography is one o the mostrecognizable elements of an identity

and helps portray the personality oan organization. AIAAs fonts wereselected or their contemporary, cleardesigns as well their readability andvariety in typefaces. Consistent useo typography will help build brandrecognition and provide consistencythroughout all o AIAAs communications.

The AIAA corporate ont amilies areMinion, including Regular, Bold,Semibold, Italic, and Display, as a serifont, and Futura, including Condensed,Light, Medium, Book, Oblique, andBold, as a sans seri ont. Any typeacein these ont amilies can be used orAIAA marketing materials.

The typeaces shown here are exampleso members in the chosen ont amilies.

Typeaces rom the same ont amily thatare not listed here may be used as well.

Corporate Fonts

Serif Font

2.


16/85

MINION SEMIBOLDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

MINION SEMIBOLD ITALICS


MINION BLACKABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

MINION DISPLAYABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

MINION ITALIC DISPLAYABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

MINION ITALIC SWASHABCDEFGHIJKLMNOPQRSTUVWXYZ

MINION ITALIC DISPLAY SWASHABCDEFGHIJKLMNOPQRSTUVWXYZ

MINION SEMIBOLD ITALIC SWASHABCDEFGHIJKLMNOPQRSTUVWXYZ

minion expertABCDEILMNORSTVWXYZabcdefghijklmnopqrstuvwxyz1234567890!$%^&*()

MINION ORNAMENTSabcdefghijklmnopqrstuvw


17/85

Sans Serif Font FUTURA LIGHT CONDENSEDABCDEFGHIJKLMNOPQRSTUVWXYZabcdeghijklmnopqrstuvwxyz1234567890!@#$%^&*()

FUTURA LIGHT CONDENSED OBLIQUE


FUTURA MEDIUM CONDENSEDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

FUTURA MEDIUM CONDENSED OBLIQUEABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

FUTURA BOLD CONDENSEDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

FUTURA BOLD CONDENSED OBLIQUEABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

FUTURA EXTRA BOLD CONDENSEDABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

FUTURA EXTRA BOLD CONDENSED OBLIQUEABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()


18/85

FUTURA LIGHTABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

FUTURA LIGHT OBLIQUE


FUTURA BOOKABCDEFGHIJKLMNOPQRSTUVWXYZabcdeghijklmnopqrstuvwxyz1234567890!@#$%^&*()

FUTURA BOOK OBLIQUEABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

FUTURA MEDIUMABCDEFGHIJKLMNOPQRSTUVWXYZabcdeghijklmnopqrstuvwxyz1234567890!@#$%^&*()

FUTURA MEDIUM OBLIQUEABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

FUTURA BOLDABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

FUTURA BOLD OBLIQUEABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()


19/85


20/85

Additional Fonts AIAA produces an enormous amount and a widevariety o printed pieces. Many pieces are producedor conerences and events, o which AIAA hosts orsponsors dozens per year. Some o these eventshave an established logo and ont, which increasesrecognition o the event.

In addition, AIAA produces printed materials

specifcally or younger audiences, which havedierent requirements than other AIAA materialsthat are intended or proessional adults.

For these reasons, it is acceptable to use anadditional ont in conerence or event materialsas well as educational materials. For the use inconerence pieces, the additional ont needs to beeither an established ont or the conerence or theont that is utilized in the conerence logo. Thisextra ont may be used only or the brochure title,headlines, or call outs.

For educational materials, onts or titles,headlines, and call outs should be age appropriate.The younger the audience, the more playul theont can be. For proessional development pieces,the design should utilize the corporate onts unlessthere is one specifc ont established or the piece.

Any additional onts in education or conerence

materials should only be an accent to enhance todesign. The design should remain within the AIAAguidelines to keep the integrity o the AIAA brandintact. Thereore, the majority o the copy, suchas the body copy, should be set using one o thecorporate onts.For more inormation, please reer to theApplication part o this Standards Manual. I youare unsure about the appropriateness o a ont andits application, please contact Sara Bluestone at703.264.7592 or [email protected] or approval.

An additional ont is utilized in this layout.The ont mimics a marker to ft the themeo the piece and is more playul thanother ont choices. Yet, the ont is onlyutilized in the title and subhead o themailer. Additional copy is laid out in theAIAA corporate onts.

An additional ont is utilized in this layout.

The ont choice underlines the playulnature o the layout. This allows the p ieceto address the audience in the appropriateway. The ont is utilized in the title andsubtitle o the piece as well as in headsand subheads. The body copy is laid outusing one o the AIAA corporate onts.

Examples


21/85

Secondary CorporateColorsThe golden yellow and sky blue are usedthroughout the AIAA marketingcommunications or text boxes and as

graphical boxes or areas o interest.

Consistent use of color can help buildstrong brand recognition. This makes it

possible for an organization to owna certain set o colors, by leaving alasting impression through identicationof the organization with that speciccolor palette.

In the case o AIAA, PMS 287, adark blue, was selected or its strength,clarity and distinctiveness. This coloralso brings to the oreront the Institutesmission, as it is a clear expression oaerospace.

AIAAs primary color, PMS 287, isan integral part o the brand. TheAIAA signature should be reproducedusing this color whenever possible tocontinually reinorce the AIAA brand.

When using color in marketingcommunication and advertising, one

should keep in mind the proportionsand scale with which the individualcolors are presented. The AIAA blueshould be used in both graphic designand text. It should be used wisely andappropriately so it does not overwhelmthe AIAA logo, which should behighlighted and emphasized.

In addition, utilize the secondary colorpalette that was created or AIAA.Accent colors should be used minimally,as accents. The accent palette servesto complement photographs and illus-trations, and to highlightimportant aspects in a marketing piece.

Corporate Colors

Corporate ColorsPMS 287 is the preerred corporate logo

color. Additional use o this color should bemoderate in graphical elements and text.Adequate white space is deliberate andnecessary to give AIAA marketing piecesthe desired contemporary and unifed look.Black works well in certain areas.

Accent ColorsThis chosen accent palette works well withcorporate tones and accents any communi-cation piece in headlines as wellas graphical elements. Use sparingly.

3.


22/85

AIAA Blue

PMS 287c100 m68 y0 k12

r0 g51 b142hex #00338e

Corporate Colors

Secondary Colors

Accent Colors

Jet Black

Process Blackc40 m40 y0 k100

r29 g29 b29hex #1d1d1d

White

c0 m0 y0 k0r255 g255 b255hex #

AIAA Gold

PMS 7406c0 m18 y100 k0r237 g183 b0hex #edb700

AIAA Sky Blue

PMS 2925c85 m24 y0 k0r0 g150 b219hex #0096db

Red

PMS 200c0 m100 y63 k12r190 g15 b52hex #be034

Light Blue

PMS 7450c20 m10 y0 k3r188 g195 b219hex #bcc3db

Orange

PMS 143c0 m48 y100 k0r242 g175 b50hex #2a32

Grey

PMS 5655c6 m0 y0 k16r189 g198 b186hex #bdc6ba

Please note that the color values given are guidelinesonly. Depending on the output and the program used,adjustments should be made to ensure a consistent coloror the AIAA brand. Use the correct Pantone color chipto make sure fnal output colors match as closely aspossible to the specifed PMS colors.


23/85

Screens and Shades When the selection rom the primary AIAA colorpalette is not sufcient or greater contrast andvariety are desired, the color palette can beincreased by using screens and shades thatoriginate rom the primary colors.

The lighter tints are created by screening theprimary colors against white. The darker tints(shades) are created by adding black to theprimary colors. The tints shown here are exampleso this range.

Additional screens and shades can be used as well,according to the needs o the application.

10%

Screen Primary Shade

20% 35% 50% 70% K-20PMS 287CMYK

100/68/0/12

K-35 K-50 K-70 K-85

10% 20% 35% 50% 70% K-17PMS 7406CMYK

0/18/100/0

K-30 K-45 K-60 K-75

10% 20% 35% 50% 70% K-20PMS 2925CMYK

85/24/0/0

K-35 K-50 K-70 K-85


24/85

10% 20% 35% 50% 70% K-15PMS 143CMYK

0/48/100/0

K-25 K-40 K-55 K-70

16% 25% 43% 55% 75% K-15PMS 7450CMYK

20/10/0/3

K-25 K-45 K-60 K-75

10% 20% 35% 50% 70% K-30PMS 5655CMYK

6/0/0/16

K-40 K-50 K-65 K-80

8% 15% 35% 50% 70% K-20PMS 200CMYK

0/100/63/12

K-30 K-45 K-60 K-75

Screen Primary Shade


25/85

An additional PMS color is utilized inthis layout. The green is not part o theAIAA color palette. It is paired with PMS287 and used sparingly. The square inthe upper right hand corner allows or aprominent display o the additional color,making it an identifer or all pieces in thesame conerence.

Otherwise the color is used sparingly, induotone images.

Additional Colors AIAA produces many 2-color publications. Toallow reedom and variety in the design o thesematerials, additional PMS colors may be usedin 2-color applications where the provided colorpalette selection does not sufce.

To ensure consistency and unity or the AIAA brand,these additional colors should be kept to one color

and always be paired with one o the corporatecolors, PMS 287 or Black. This additional coloris only to be used in a small predefned area. Itshould be seen as an accent color rather than amain color.

For more inormation, please reer to theApplication section o this Standards Manual. Iyou are unsure about the appropriateness o aPMS color and its application, please contact SaraBluestone at 703.264.7592 or [email protected] approval.

ExamplesAn additional PMS color is utilized in thislayout. The blue is not part o the AIAAcolor palette. It is paired with black andused sparingly. The square in the upper

right hand corner allows or a prominentdisplay o the additional color, makingit an identifer or all pieces in the sameconerence.

Otherwise the color is used sparingly, induotone images and headlines.


26/85

The AIAA visual identity, includinglogo and logomark usage, color and

typography, will come to lie in allAIAA communication materials. Thesematerials include stationery, marketingmaterials, brochures, fyers, postcardsand others.

The correct and consistent usage othe visual system will assure theestablishment o a successul identitythat is easily recognizable and standsstrongly on its own.

The ollowing sections providedirections and sample layouts o howall the individual elements can beutilized to create a distinct and uniedAIAA identity.

Application


27/85

The stationery package provides aclear space or communicating, while

immediately identiying the inormationas coming rom AIAA. No alterationsshould be made to placement oelements or onts; nor should any graph-ics or type be added to the design.

The AIAA logo appears in the upperlet hand corner o the letterhead.

Company information appears ushright in 8.5 point Futura Light with11 points o leading.

Stationery

0.5 margin on all sideso the page.

Address block appearsush right with theoutside margins.

0.5 margin.

AIAA logo appearsush let with theoutside margin and is2 wide.

0.5 space betweendate and AIAA logo

to clear space aroundlogo intact.

Address should staywithin the frst row o

the grid, i possible, toutilize the grid in the

best manner.

AIAA logomark appears2.5 tall and screened backto 5-10%* depending onthe print quality. The tip othe right upwards arrow isush with the 0.5 outsidemargin. The right line othe upwards arrow is setin 0.25 rom the outside

margin.

The Web address linesup with the bottom lineo the AIAA tagline. TheWeb site is also bolderthen the rest o theaddress block.

* The mark should alwaysbe dark enough to be seen,but light enough so copyon top can be easily read.This may require a test onindividual printers.

4.


28/85

Layout of Text onLetterhead

Suggested let margin orcopy is 0.875.

Date starts 2.75rom the top to keep

the clear space aroundthe logo intact.

Address block shouldend at 3 rom the top

i possible to stay withinthe frst row o the

grid. (Reer to section5.1 The Gridor moreinormation.)

Right margin orcopy is 0.5.

Other inormation, suchas subject line, CCs,salutation, and bodycopy should start at3.25 rom the topat the highest. This

ensures proper spacingbetween the address

and the main copy.

Copy printed on letterhead should adhere to certain parameters. The ollowing suggestions are intended to enhance the AIAA logo onthe letterhead and utilize the design in the most appropriate way.

I possible, the Minion ont amily should be used or copy printed on letterhead; i Minion is not available, use TimesNew Roman. The main body copy should set between 10pt and 12pt single spacing. The italicized and bold versions can beused where appropriate.


29/85


30/85

Communication materials are a largepart o the representation o a brand inthe marketplace. A consistent, uniedand strong look is paramount in therecognition and ultimate successo the brand.

The new AIAA materials achieve thisgoal by the consistent application othe rules established in section1. TheSignatureo this manual. In addition, a

new grid is established that should beapplied uniormly to all materials.

Printed Collateral5.

Category 1:Corporate Materials

Category 2:Event and Conerence Materials

Category 3:Education

Category 4:AIAA Publications

Category 5:Section Materials

Communication Material CategoriesThis category addresses top-level communicationas well as support materials, which give a broad

overview and introduction into the AIAA visionand capabilities. In this category the wholeInstitute is reected. Major goals andsuccesses are highlighted.

AIAA holds multiple conerences and events everyyear, or which materials are produced. Itemscontain inormation about the benefts and specifcso these events. High level o inormation withcopy-heavy layout is prominent.

AIAAs education ocus is on proessional development

as well as preparing the next generation workorce.The purpose is to raise interest and engage.Inormation is laid out appropriately or age group.

The message in these materials is specifc to theindividual sections and addresses their currentactivities. Copy-heavy with many details.

Examples: Corporate Brochure, Annual Report,Public Policy Pieces, Membership Materials

Colors: 4-color process, utilizing the AIAA colorpaletteImagery: Bold and big imagery in support othe AIAA mission

Examples: Calls or Papers, Exhibit Schedules,Conerence Announcements, ProgramsColors: 4-color process or 2-colorImagery: Specifc imagery that supports thetopic and materials o this event

Examples: K12, Proessional Development,

College OutreachColors: 4-color process or 2-colorImagery: Imagery supporting the message

Examples: Section Newsletters, BrochuresColors: Generally 2-colorsImagery: Little and specifc to topic

Books, journals, and the magazine, Aerospace America, each have well-established templates, color palettes,etc. They were reviewed, but due to their own brand identity, are not specifcally addressed. They should stilladhere to correct use o logo, etc. Marketing materials and advertising pieces to promote AIAA publicationsalso all into this category and adhere to rules set orth on the ollowing pages.


31/85

Overview



Before After


32/85

Category 3: Education

Before After

Category 4: Publication Marketing Materials


33/85

When DidYou Know

The AIAA signature should be placed in the bottom right corner othe page in a pleasing manner that harmonizes with the imageryused. The signature should be right and bottom ush with the outsideestablished or the page.


The distinguishing color bar on corporate materials should be between0.5 to 1 row tall, depending on the size o the page and imageryused. In addition, it is not necessary that the bar go across the entirepage, as long as the printed piece is recognizable as a corporate piece.

The AIAA signature should be placed in the bottom right corner othe page in a pleasing manner that harmonizes with the imageryused. The signature should be right and bottom ush with the outsideestablished or the page.

Color Bar

When DidYou Know

These are proposed layouts or a new campaign. The imageryon the ront is large and bold. It takes up the entire page. Thecolor bar is utilized in dierent ways in these layouts. The logoplacement is consistent. AIAA corporate onts are used.

ColorBar


Corporate Materials have a color bar across the page where itsuits the design. The bar can be on the top, bottom, or acrossthe middle o the page, depending on the imagery used.A bold, ull-page image in the background reiteratesthe AIAA mission.

Event and conerence materials have a distinguishing color barin the top right corner o the publication.

The rest o the page contains event specifc imagery, title,subtitle and logos. In a 2-color publication, the color barutilizes one Pantone color, while the rest o the page utilizesone o the corporate colors (black or blue). The Pantone coloris used more sparingly throughout the rest o the page.

The distinguishing color bar on event materials is always ound in theupper right corner. The bar approximates a square and is between 0.5to 1 grid square. The size o the color box will depend on the size othe page and the number o rows and columns that make up the grid.

These are proposed layouts or event materials. The imagery

on the ront is prominent and event specifc. The color bar isutilized in the upper right-hand corner and makes use o anevent specifc Pantone color. The AIAA signature is placed inthe lower right-hand corner. I that placement is not possiblebecause o partner or sponsor logos, the AIAA signature shouldbe placed in a pleasing way together with other event logos.


34/85

Co

lor

Ba

r

Marketing materials and advertising or AIAA publications usea small vertical color bar on the right side o the printed piece.

The rest o the page is utilized or imagery, headline and otherimportant inormation.

Category 3:Education

Category 4:AIAA Publications

Co

lorBar

Educational materials have a color bar along the spine o theprinted piece. The rest o the cover page space containsimagery, title, and logo. Imagery should be appropriate to thesubject matter and age group or which the piece is intended.

The distinguishing color bar on educational materials should bebetween 0.5 to 1 column wide, depending on the size o the pageand imagery used. Many educational pieces are directed at a youngeraudience; thereore elements rom the imagery may overlap thecolor bar in a playul way. This should not overwhelm the bar, so itcan stand on its own and allow the piece to be recognized aseducational material.

The AIAA signature should be placed in the bottom right corner othe page in a pleasing manner that harmonizes with the imageryused. The signature should right and bottom ush with the outsideestablished or the page, at a minimum.

These are proposed layouts or educational materials. Theimagery on the ront is large, age-appropriate and takes upmuch o the page. The color bar is utilized on the let-handside o the page. Elements o the imagery overlap the colorbar without taking away rom it. When the AIAA signature isused, it is placed in the lower right-hand corner.

The distinguishing color bar on publication materials should be thewidth o the outside margin on the right side o the page. It shouldnot extend past the outside margin on the top and the bottomo the page.

The AIAA signature should be placed in the bottom right corner o thepage in a pleasing manner that harmonizes with the imagery used.The signature should bottom ush with the outside established or thepage, at a minimum. On the right side, the signature should keep thepreerable clear space, established in section 1.1 Signature Space.


35/85

Category 5:Section MaterialsColor Bar

Section materials, such as newsletters, utilize a color bar onthe top o the page. It is a rule (0.125) underneath theoutside margin. This will ensure proper reproduction on anyprinter. The logo placement is in the upper right-hand side. On section materials, the AIAA signature appears on the upper

right-hand corner o the printed piece. The signature should keep thepreerable clear space established in section 1.1 Signature Space, butat least the minimum clear space required.

The color bar on section materials is a rule going across the topo the page. The bar should be placed against the outside marginestablished on the top o the page. It also should not extend past thelet and right outside margin.


36/85

Sample layout o the Corporate Brochure withinterior spreads. The dierent layouts demonstratethe exibility o the new grid.

Layout Gallery Category 1

Title for CorpoorateBrochure Goes Here


37/85


Sample layout o Event Materials with interiorspreads. Existing materials were redesigned toft with the new grid. Pieces that are copy-heavyand laid out in a 3-column ormat work well in thenew grid.


38/85


39/85


These are proposed layouts or existing pieces.They use the new grid and ollow the establisheddesign guidelines. The color bar was added on thelet side to distinguish the pieces as being in theEducation category. Because the audience o theseparticular pieces is younger, the interior layout andont choices are more playul.


40/85

In order to keep the AIAA brandconsistent, all external and internalcommunication materials will be laidout in a grid system. The grid createscohesive designs across the board,showing AIAA as a unied brand.

The grid is composed o square modulesarranged in rows and columns, boundby vertical and horizontal guides.

On a page larger than 5.5x8.5,

the outside margin is at least 0.375.On pages smaller than that, theoutside margin should not be largerthan 0.375. The individual modulesinside the margin should approximate

squares. Hence, the exact number ofgrid lines in a layout depend on thesize of the page.

The minimum requirements or the AIAAgrid system are described below.Although the grid enorces layout structure,it is fexible enough to be arranged inunlimited combinations o boxes,columns, and bars to hold and makebest use o text, images, and shapes.

The Grid System5.1


There are 4 rows and 3columns that make upthe modular grid toapproximate squares ona 8.5x11 page.

0.125 0.25 gutter in between columns and 0.125 on the outside margins.

I possible, a 0.375 outsidemargin on all sides o the pageis recommended.

An 8.5x5.5 page has5 columns and 3 rows.

The gutter and marginsaround the main guidesshould be between0.125 0.25.


41/85

Guides for8.5 x 11Size Paper

Many pieces in the AIAA collateral amily are created on an 8.5x11 sheet o paper. The guide set up orthose pieces remains the same across the board. There are 4 rows and 3 columns on a page with a 0.5margin on all sides o the page. There may be instances, though, where a smaller or larger margin may benecessary. The parameters in the Guide Manager in Quark Xpress should be adjusted accordingly.

This applies guides to the current page. I the number opages is established, All Pages can be selected.

On an 8.5x11 vertical sheet, there are 3 guides separatingthe 4 rows rom each other. In addition, there are 2 outsidemargin guides on the top and bottom. All together there are5 horizontal guides making up the grid.

Since there are only 3 columns, only 2 guides are neededto separate the columns rom each other. In addition, thereare 2 outside margin guides needed on the let and right,bringing the total number o guides to 4.

This determines the outside margin on the page. CheckInset. This brings the outside guides in rom the edgeo the page. I the outside margin needs to be bigger orsmaller, the numbers can be adjusted here.

Once all selections are made, click Add Guides to addguides to the page.


42/85


43/85


44/85

Guides for4 x 9 Size Paper

This applies guides to the current page. I the number opages is established, All Pages can be selected.

This paper size is very tall and thin, which calls or smallermodules on the page. On the vertical page, there are 8 rowsand 3 columns. Accordingly, there are 9 horizontal guidesand 4 vertical ones.

Since this page is only 4x9, the margin should be setsmaller than on other paper sizes. In this case, the outsidemargins were set at 0.25.

Once all selections are made, click Add Guides to addguides to the page.


45/85

The main image takes up all modules inside the margins. The emphasisis on the center section, which is 2.5 modules tall and 3 modules wide. A0.125 space above and below the main section delineates the screenedsections o the image.

Additional image takes up onemodule with 0.125 spacebetween top o image and bottomo color block.

0.25 gutterbetween.

0.125 space tooutside margin.

image boxtext boxOther layout examples

Layout Options 8.5 x 11 Grid


46/85

Graphic areastretches 1 moduleacross and 1.5modules down.

1 column text box stretches over2 modules width.

0.125 gutter width.

Layout Options 8.5 x 5.5 Grid

image boxtext boxOther layout examples


47/85

The AIAA signature and address areintegral parts o any printed piece.They identiy the Institute, oer contactinformation, and serve as a nal sign-offon brochures and mailings.

There is a standardized way to inte-grate the address block and signatureinto all categories o communication.In order or the address and logo tohave the same proportion at all times, itis preerable to place a vector le that

can be sized to the appropriate space.

Whether the signature with the addressblock is used as a return addresson a postcard or as a sign-off ona brochure, the same rules or the

signature apply. The correct clear spacearound the signature needs to be kept.In addition, the whole logo needs tobe displayed to assure consistencythroughout the pieces. Furthermore,the address block should always be inthe same color as the signature.

As a general rule, the signature usedas a sign-off should be smaller than thesignature used on the ront cover o abrochure. The signature in the address

block should not get smaller than the1.25 established minimum size.The address itself should be sizedaccordingly to remain inproportion to the signature.

The Address Block5.2

Clear Space The clear space rules established in section 1.1Signature Spaceapply to the signature and addressblock when used as a sign o or return address.

x - Diameter o the inner ring in the AIAA logomark.

xx

x x


48/85

Preferred Signatureand Address BlockColors

Whenever possible, the AIAA logo and address block should appear in the PMS 287 blue version to bestreinorce the brand. However, there may be instances when the blue logo is not visually compatible with theoverall design or the specifc medium used.

When PMS 287 blue is not visually well-suited to the overall design or the specifc medium used, the logoand address may be used in one o two acceptable color variations.

BlackThis option is used where the application o the color logo would conict with the overall color scheme. It isalso to be used in black-and-white applications.

WhiteThis reversed out option works well when the background color scheme is 50% black or darker.

Alternate Signatureand Address Block

Colors


49/85

1.25 inches*

Minimum Size forthe Signature andAddress Block

The signature may not be used smaller than 1.25.

* I a size smaller than 1.25 is necessary, the tagline maybe dropped rom the signature address block to preservethe integrity o the signature. In these instances, the ontsize o the address block should not be smaller than 6pt.Futura Std Bold should be used or the Institutes name,with 6pt Futura Std Book or the address portion.


50/85

InternalCommunication

6.


51/85

0.75 margin.

AIAA logo appears ush letwith the outside marginand is 2.5 wide.

The AIAA signature is designed towork as a cohesive element in all

AIAA communication. This pagedemonstrates signature usage as itapplies to typical AIAA forms.Attention must be paid to consistentplacement of the signature and theidentifying information.

It is recommended that the signatureappears in the upper left-hand corner,at a size of 2.5, and that it alwaysappears in black on business forms.

The address block is placed in theupper right-hand corner, ush right.

The form title line is placed underneathit and ush right. All other elementsshould be placed in such a mannerthat they keep with the grid establishedfor all AIAA communication. Thisensures consistency throughout allAIAA communication, whether it beexternal or internal.

Many standard AIAA forms areavailable on the intranet. To create

forms for specic uses, follow theminimum requirements outlined

below. Contact Sara Bluestone at703.264.7592 or [email protected] assistance with form design.

Forms

Additional elements o the ormstart with the second row o thegrid. On the let, the copy lines

up with the tip o the arrowpointing upward in the AIAA

logo, about 0.5 away rom the

outside margin.

0.75 margin on all sides o the page.

Address block appears ush right with theoutside margins. It is set in Futura Book9pt/12pt leading. The Web site is in FuturaBold 9pt/12pt leading.

The orm title appears ush right with theoutside margin. The top o the line is 2 awayrom the top edge. It is set in Minion 20ptwith 20pt tracking. I the orm title is too longand intereres with the AIAA logo clear space,it should go to two lines, with the top linestarting 2 away rom the edge.


0.75 margin. .5 extra margin on the l et beore additionalorm elements start.

6.1


52/85

Layout Gallery for Forms

Airline Travel Authorization/Confrmation Form50% original size

Check Request Form37% original size

Travel Expense Form37% original size


53/85

The way an organization presents itselexternally and internally is o the utmostimportance in establishing itsel in themarketplace. This pertains to verbalcommunication as much as to printedand electronic materials.

A consistent usage o the AIAA namein phone messaging as well as ine-mail signatures helps to establish theInstitute as a unit. The phones should

be answered in a way that conveysriendliness and confdence.

The ollowing phone and voice-mailmessaging are suggestions, the e-mailsignature is standard.

AIAA is spoken as A - I - Double A.

Messaging6.2

Telephones 800#s:Morning: Good morning, AIAA customer service, how may I help you?Afternoon: Good afternoon, AIAA customer service, how may I help you?

Direct Line:Morning: Good morning, AIAA, this is Jane.Afternoon: Good afternoon, AIAA, this is Jane.

Voice-mail Hello, you have reached Jane Smith at AIAA. I am currently away from my desk. Please leave me amessage and I will return your call as soon as possible.

E-mail Signature The e-mail signature text should appear in black, except where noted. The name appears in 14pt Arial, withother information presented in Arial. The title is 11pt; the address, phone numbers, and e-mail appear in11pt Arial.

NameTitle

American Institute of Aeronautics and AstronauticsComplete address, including Street - Suite, City, State and ZIP CodeMain Phone, Direct Phone Number, Fax Number, Mobile NumberE-mail addressWeb site

AIAA signature

Vcard attachments, in addition to signatures, are also acceptable.


54/85

E-mail Signature

Name set in 14pt Arial, title is 11pt Arial.

Space = hitting Return key once.

Address block set in 11pt Arial.

Keep clear space as established insection 1.2 Signature Space.

AIAA signature should not be smaller than1.25as established in section

1.2 Signature Space to ensure proper visibili ty.

Sample signature:

Sharon GraceManager, Corporate Communication

American Institute of Aeronautics and Astronautics

1801 Alexander Bell Drive, Suite 500, Reston, VA 20191-4344703.264.7532 (phone), 703.264.7551 (fax), 703.350.5470 (mobile)[email protected]


55/85

Advertising is an integral part of anybrands communication efforts.Therefore, ads should maintain aconsistent look and feel with all othercommunication endeavors. Thisensures that the mission and value ofthe AIAA brand is presented in anaccurate and compelling way.

All AIAA advertising materials shouldutilize the same basic elements theAIAA color palette, the corporate fonts,

the logomark and signature, and boldprimary imagery. All this serves toguarantee continuity and reinforcethe brand.

Furthermore, consistent use of the gridunderlines the unifying look found in allnew AIAA communication materials,and also allows for creativity.

Calls-to-action that are included in thead copy should be distinct from thebody copy through color, heavier fontweight, or spacing, while still adheringto existing AIAA guidelines.

For more information on the correct

application of the AIAA color palette,fonts, logomark, signature, and grid,refer to the appropriate sections(1. The Signature; 1.3 Logomark;2. Fonts; 3. Colors; 5.1 The Grid).

Advertising Materials7.

aimhigher

At AIAA, shooting or the stars is away o lie. Our 35,000 membersare the scientists, engineers, andallied proessionals who conceive,design, develop, test, construct, andoperate air and space vehicles.In act, virtually every milestone inmodern American fight has beenachieved by an AIAA member.For more than 75 years, wehave been serving our membersand the aerospace communitythrough issue advocacy, education,communications, publishing, andproessional development. Weare constantly working to pushaeronautic and astronauticexcellence ever higher.

Find out more by visiting www.aiaa.org

WANTEDHigh FlyersIf you look to the sky and see no limits, we want to talk to you. Were AIAA and our 35,000members chart the course for advancing aerospace. Our ranks include the communitys leadingtechnology innovators and decision makers. We provide the perfect forum for networking,publishing, discovering, developing, learning, and advocating. So whether youre launchingyour career or launching the latest aerospace vehicles, AIAA should be an essential part ofyour professional life.

Join us. Find out more by visitingwww.aiaa.org

CorporateAdvertising

Corporate advertising creates clear and compelling ads or the entire AIAA brand. Even though the look inthis category o advertising can show the most variation, the eel should remain the same throughout. Bold,large imagery should be used, along with large blocks o color, which should house the headline and thelogomark. They can also contain body copy, i the design allows or that. Ideally the logo should always be

placed in the bottom right corner, i the design allows or it. Otherwise it should be easily visible and locatedtowards the bottom o the page.

The onts used or the headlines in this type o advertisement should preerably come rom the Futura ontamily. This will create more consistency throughout all ads.


56/85


57/85

Grey

PMS 5655r189 g198 b186hex #bdc6ba

Light Blue

PMS 7450r188 g195 b219hex #bcc3db

Red

PMS 200r190 g15 b52hex #be034

Orange

PMS 143r242 g175 b50hex #2a32

AIAA Gold

PMS 7406r237 g183 b0

hex #edb700

AIAA Sky Blue

PMS 2925r0 g150 b219

hex #0096db

Jet Black

Process Blackr29 g29 b29hex #1d1d1d

White

r255 g255 b255hex #

AIAA Blue

PMS 287r0 g51 b142hex #00338e

As with any AIAA communication,electronic applications must adhereto AIAA corporate standards. Allelectronic applications must reect theAIAA brand appropriately.

The AIAA signature should appearprominently within all electronicenvironments, just as it should appearprominently on all printed materials.This serves to reinforce the AIAA brand

throughout all mediums. Even though itmay not always be viable to utilize theAIAA corporate fonts, they should beused whenever possible. Otherwise,only the fonts specied in section 2.Fonts should be used.

The correct color palette, establishedfor AIAA, should always be followed.Exceptions apply only to event-specicapplications, in which an additionalevent-specic Pantone colorsmay be used.

For more information on the correctapplication of the AIAA color palette,refer to section 3. Colors.

Electronic Media8.

AIAA Color Palette Corporate Colors

Secondary Colors

Accent Colors

Please note that the color values given are guidelinesonly. Depending on the output and the program used,adjustments should be made to ensure a consistent coloror the AIAA brand. Use the correct Pantone color chipto make sure fnal output colors match as closely aspossible to the specifed PMS colors.


58/85

Web Site8.1

A Web presence has becomefundamental for any organization. TheAIAA Web site is a key communicationtool that plays an important role inmaintaining a positive perception ofthe AIAA brand.

A consistent look and feel that carriesover from printed materials is importantto maintaining a unied AIAA brand:one that is easily recognizable

regardless of what medium the Instituteuses to communicate its message.

When the AIAA signature is used on aWeb page, it should serve as the linkto the Insti tutes home page.

Header.

Banner image and AIAA signature.

The AIAA signature should always serve as alink back to the home page.

Main horizontal navigation.

Content area, separated into three columns witha main content area in the middle column anda content area on the right. The let column

contains log-in and program inormation.

Footer with privacy policy and copyrightinormation.

AIAA Home PageStructure


59/85

AIAA Sub PageStructure

Header.

Banner image and AIAA signature.The AIAA signature should always serve as alink back to the home page.

Main horizontal navigation.

Main content area.

Page hierarchy inormation.

Log-in inormation in the let column.

Let vertical sub pagenavigation and programicons with links.

Right side content area.Vertical navigation possiblein this space.


60/85

Image Treatmentand Color Use

The image used should be large and bold enough or the

area provided. Collages or multiple images should beavoided; instead, a single, meaningul image should beused.

The AIAA signature is placed on thelet, close to the top o the page.It should only be used in corporateblue: PMS 287. The preerredclear space should be maintainedaround the signature. For moreinormation reer to section1.1 Signature Space.


61/85

Electronic Newsletter8.2

In addition to AIAAs presence onthe Webits Web sitethe Institute

also sends a monthly newsletter toits members. This newsletter providesmembers with information aboutevents, conferences, education,publishing opportunities and the like.It is a useful and easy way to raisebrand awareness and reinforce theAIAA brand.

In order to maintain the modern andpowerful image that AIAA portrays in

all of its new collateral, it is importantthat a consistent look and feel is estab-lished for e-newsletter headers as well.

The complete AIAA signature shouldbe used as well as the AIAA colorpalette and the approved AIAA fonts,when possible. The AIAA signatureshould serve as the link to the Institutehome page.

Banner width should not exceed 760 pixels wideBanner height should not exceed 80 pixels.

AIAA E-NewsletterHeader

Image area on the banner should notexceed 350 pixels wide or 80 pixels high.

Minimum o 20 pixelso space between theright edge o the logoand the let edge othe image.

The header or the newsletter should not exceed a width o 760 pixels and a height o 80 pixels. The imagearea, at the center o the banner, should not exceed 350 pixels wide or 80 pixels high. The entire signatureshould be utilized with the appropriate clear space around it. 20 pixels o padding should be kept on theright and let side o the signature. The composite banner should be attened and saved as an optimizedJPEG (50% quality) with a fle size no larger than 13kthis will preserve image color & clarity with theleast amount o artiacts.

No less than 20 pixelso space betweenthe let edge o thebanners and the letedge o the logo.

Ideally, the spacing on both sides o the logo should be equal.

Sample E-Newsletter Banner


62/85

Newsletter header banner.

Bar with edition date.

Main body copy.Individual articles with a headline, ashort paragraph about the content othe complete article, and a link or moreinormation.

The ormatting o the AIAA newsletterbody is established in CSS styles, whichdetermine the color and ont o eachelement.

Footer bar, which includes a link to updatethe member profle as well as a link to theAIAA homepage.

AIAA E-Newsletter


63/85


64/85

The slide title is placed in the color bar. The colorbar should use the same color as on the title slide

color bar. The slide title should line up with thearrow pointing up in the AIAA signature.

The AIAA signature is displayed smaller on thecontent slides than on the title slide. The signature

should be used in the same PMS 287 blue.

AIAA Content Slides

The body copy is set in Arial Narrow. Bulletson the 1st level are in orange with black copy.

Bullets on the 2nd level are blue squares andcopy is a dark grey.

The PowerPoint template created or AIAA should be used or all presentations. The layout o the copy is setin the template and should not be altered, unless approved by the Communication Department.

On the blank AIAA content slide, the appropriate style will automatically be applied to the bullet and thecopy. To get the appropriate bullet on the second level, hit the Indent button.


65/85

AIAA Final Slide Every AIAA presentation should end with the AIAA fnal slide, ound in the AIAA PowerPoint presentationlayout. It should remain on the screen ollowing the presentation as long as is appropriate. The AIAAsignature is prominently displayed along with logomark. This reinorces the AIAA brand to the audience. Noother copy should be laid into the fnal slide.

I the coloring o the color bar on the title and content slides was altered, the rule above and below theAIAA signature should be altered as well to reect that color.


66/85


67/85

The bold orms o the AIAA signaturehelp increase readability and promoteawareness o the company throughmany orms o signage. The exampleso signage shown in this section aregeneral reerences o design andsignature placement as applied tooce signage. They are not meant toreplace detailed abrication drawings.In addition to the general signageapplications reerenced in this section,

there may be the need or billboards,airborne signs, vehicle applicationsand/or event signage.

Whatever medium the signage takes,care must be taken to protect theintegrity o the signature in allapplications and to ensure properclear space around the signature,as well as proper contrast in eachenvironment. Please consult theappropriate section in this manualor more inormation.

When using the AIAA signature in

signage, it is recommended that onlythe logo portion o the signature beused. This allows for variance in sizesas well as quicker and greaterrecognition o the logo rom a distance.

Whenever possible and appropriate,the signature should appear in thestated corporate colors. There will,however, be times when it is notpossible or advisable or the signageto appear in color. It is at those timesthat the ollowing suggestions apply.

In the event zoning or landlordrequirements prevent strict standardadherence, please contact Corporate

Communication at 703.264.7532or resolution.

Signage10.


68/85

Exterior Signage10.1

Ground Mounted SignageThe AIAA signature should appear as a solid piece in either brushed metal or a brushed metal tone(gold, brass, chrome, or steel) on all exterior signage. The complete signature should be raised o othe background or optimum separation and contrast. The signature should not appear with the taglinein signage. Care must be taken to ensure proper contrast between the background and signature. It isrecommended that exterior signage be lit by either cast lighting or backlighting or optimal visibility and

clarity. Neon signage is unacceptable.

Signature PlacementThe AIAA signature should always appear horizontally. The clear space around the signature should be keptso other elements around the signature do not interere with the logo.


69/85

Wall Mounted SignageThe AIAA signature should appear as a solid piece in either brushed metal or a brushed metal tone(gold, brass, chrome, or steel) on all exterior signage. The complete signature should be raised o othe background or optimum separation and contrast. The signature should not appear with the taglinein signage. Care must be taken to ensure proper contrast between the background and signature. It isrecommended that exterior signage be lit by either cast lighting or backlighting or optimal visibility andclarity. Neon signage is unacceptable.

Signature PlacementThe AIAA signature must always appear in a horizontal placement. The diagram below illustrates placementoptions, such as above the door, on the door, or o to either side o the door. However, only one optionshould be utilized per location.


70/85

Exterior Window/Door SignageWhenever possible and appropriate, the signature should appear in the stated corporate colors. There will,however, be times when it is not possible or advisable or the signage to appear in color. It is at those timesthat the ollowing suggestions apply.

The AIAA signature should appear at eye level to ensure maximum visibility.

The AIAA signature may appear as a one-color solid piece in black on clear glass. When applied to colored or

tinted glass, the signature should appear in opaque solid white. A rosted or etched signature is alsoacceptable on glass doors and windows. It is preerred that the signature appear in brushed metal or abrushed metal tone (gold, brass, chrome, or steel) on wood doors. When the signature appears on paintedsuraces, care must be taken to ensure proper contrast against the background material. See section3. Colorso this manual or urther details.

Signature PlacementThe AIAA signature must always appear horizontally. The diagram below illustrates placement options, suchas above the door, on the door, or o to either side o the door. However, only one option should be utilizedper location.


71/85

Interior Signage10.2

Just as in exterior signage, the AIAAsignature makes a bold statement ininterior signage. Care must be taken toprotect the integrity o the signature inall applications and to ensure properclear space around the signature, aswell as proper contrast in eachenvironment (see section 1. Signature).

Whenever possible, either brushedmetal or an alternative material with

a brushed metal tone (gold, brass,chrome, or steel) are the materials ochoice. The signature may appearin other materials appropriate tothe given interior environment. Forexample, wall-mounted dimensionalletters and symbol may be abricatedin the corporate colors as long asmaximum visibility and readability arenot compromised by the color or textureo the surace where they are applied.

The diagram below illustratesplacement options, such as above thedoor, on the door, or o to either sideof the door. However, only one optionshould be utilized per location.


72/85


73/85

Trade Show Booth11.1

A trade show booth gives theopportunity to make a bold statement

at an event or conerence. The imageryand color choices should support thetheme and intention o the booth.

Whether it is a 10x10 booth or atabletop display, the grid should still bethe basis or the layout o the design.This allows or the same structureand fexibility as in printed collateral,ultimately uniying the Institutes brandacross all media and applications.

AIAA Branded Booth Shown here is a layout or a 4-panel booth that solely promotes AIAA. This could be utilized or industrytrade shows or student events to win new members or AIAA. The imagery is bold and supports the theme.The AIAA logomark is used as a large graphic element to create interest and underline the AIAA logo.

The booth is made up o 4 panels.The logo should be displayedprominently on top, where it can beseen easily.

In this example, each panel is dividedinto 2 columns and 6 rows. Dependingon the exact dimensions o the panelsand booth, these numbers will change.


74/85

Another example o an AIAA branded booth and how the guides are established or the layout is shownhere. This proposed layout makes use o the small squares. The AIAA logomark is once again displayedprominently to reinorce the AIAA brand. This booth also uses the AIAA color palette to ensure consistency.

The booth has 4 panels. A panel has 2 columns and 6rows. All together there are 8 columns on the booth.

Accordingly there are 7 horizontal and 9 vertical guideson the booth. The number o guides shown applies to the

entire booth, not each panel individually.


75/85

A panel has 9 rows and 4 columns. Accordingly, there are10 horizontal guides and 5 vertical ones. The number o

guides shown applies to each panel. They can be adjustedto ft the exact dimensions o the panels.

This display is made up o 2 panels. The logoshould be displayed prominently in the top,

where it can be seen easily.

In this example, each panel is divided into 4columns and 9 rows. Depending on the exactdimensions o the panels and booth, these

numbers will change.

2-panel DisplayBooth displays that are made up o only two panels ollow the same grid guidelines as all AIAA materials. Thepanels should be divided into modules that approximate squares. The design should use large imagery andmake a bold statement. The design shown here is merely one possible example.


76/85

AIAA ConferenceBooth

This is an example o how a booth can be used at a conerence. It makes use o the layout rule establishedor the conerence and event category in section 5. Printed Collateral. The upper right-hand square is coloredin the conerence color. As this is not an AIAA branded booth, the logomark appears much smaller. Theconerence name and all partner logos are displayed prominently at the top. Additional inormation is usedon a side panel.


77/85

Podium Signs11.2

Podium signs are valuable ordisplaying an organizations logoprominently and reinorcing the brandduring a conerence or event.

The podium signs shown here aresuggestions. They show how the AIAAlogo and logomark can be used on apodium display.

The AIAA logo should always appearin its entirety to ensure consistencyacross the AIAA brand. It should bedisplayed in either the corporate colors(black or PMS 287 blue) or reversedout, i put on a colored background. Ithe logomark is used as shown here, itshould adhere to the rules establishedin section 1.3 The Logomark.

Shown here are two color options or a standard 18x22 podium sign. The AIAA logo is displayed withthe tagline. This reinorces the tagline as well as the consistency o the logo usage. To underline the logo,the logomark is screened in the background, which strengthens the logo and creates interest and recognitionor the logomark.


78/85

I the signature is used in conjunction with the logomark, it is important to adhere to these signatureplacement rules. The signature generally should be placed over the logomark and should appear eitherdirectly through the center circle or slightly above it. The examples here show the correct placement.

On podium signs, it is preerable to place the signature above the center o the circle to ensure visibility othe signature rom a distance.

Position of Signature

On a podium sign, the logomark should fll theentire area. It should be screened in the background

or subtlety, but remain visible.

The AIAA signature should not extend beyond theedges o the logomark.

The AIAA signature should be centered within theinner circle o the logomark.

Signature through center circle

Signature above center circle

The logomark should be screened in the backgroundto be subtle, yet recognizable.

The tip o the arrow pointing up in the AIAAsignature lines up with the top o the outer circle inthe logomark.

The AIAA signature should not extend beyond theedges o the logomark.

This signature application is preerable or podium signs.


79/85

Banners11.3

Banners, i used in conjunction withpodium and booth displays, can rein-orce a brand. They allow or a largedisplay o the logo and visibility rom adistance. For the AIAA logo, horizontaland square banners work best.

The banners shown here are sugges-tions. They show how the AIAA logoand logomark can be used on a banner.

The AIAA logo should alwaysappear in its entirety to ensureconsistency across the AIAA brand.It should be displayed in either thecorporate colors (black or PMS 287blue) or reversed out, i put on acolored background. I the logomarkis used as shown here, it shouldadhere to the rules established insection 1.3 The Logomark.

Shown here are two color options or a 22x18 banner. The AIAA logo is d isplayed with the tagline.This reinorces the tagline as well as the consistency o the logo usage. The logomark is screened in thebackground to strengthen the logo and create interest and recognition or the logomark.


80/85

I the signature is used in conjunction with the logomark, it is important to adhere to these signatureplacement rules. The signature should generally be placed over the logomark. The signature should appeareither centered through the outer circle or slightly above it. The examples here show the correct placement.

On a banner, it is preerable to place the signature through the center circle.


The logomark should fll the entire area eitherhorizontally or vertically, depending on the

dimensions o the banner. It should be screened inthe background, so it is subtle but remains visible.

The AIAA signature should be at least as wide as the logomark, but canextend beyond the edges o the logomark i the space allows.

The AIAA signature should becentered on the outer circleo the logomark.

Signature through center circle

Signature above center circle

This signature application is preerable or banners.

The AIAA signature should be at least as wide as the logomark, but canextend beyond the edges o the logomark i the space allows.

The tip o the arrow pointingup in the AIAA signature linesup with the top o the outercircle in the logomark.

The logomark should fll the entire area eitherhorizontally or vertically, depending on the

dimensions o the banner. It should be screened inthe background, so it is subtle but recognizable.


81/85

Premium Items12.

Always provide a clean electronicAIAA signature to qualied premiumvendors. Take steps to ensure propercontrast against the background.

The AIAA signature makes a strongstatement in color and black-and-whitereproduction. For many premium items,using the entire AIAA signature wouldmake the tagline unreadable. Asestablished in section 1.1 SignatureSpace, the tagline can be omitted

in those situations. The examplesshown here display this situation, buti possible, it is desirable to use theentire signature. This will increaseconsistency and recognition or theAIAA brand.


82/85

The AIAA logo should becentered within the innercircle o the logomark.

The tip o the arrowpointing up in the AIAAsignature lines up withthe top o the outer circlein the logomark.

Promotional Items12.1

Promotional items can come a widevariety of forms and sizes. No matterwhat the size, shape, or occasion forwhich the items are produced, theyalways reect the organization thatthey represent.

Care should be taken in selectingpromotional items in terms o color,quality, and appropriateness. Whenchoosing colors or premiums, the

AIAA color palette should be kept inmind. The color o the premium shouldnot interere with the AIAA logo andallow or it to stand out.

When possible, the logomark can alsobe utilized in the application of thesignature on the premium.

Reproduction specifcations permitting, the signature must always appear in its color orm: PMS 287 blue. Itis always preerable or the signature to be reproduced in the specifed Pantone color. However, i this is notpossible, the process build as stated below is acceptable.

Process Build o PMS 287:c100 m68 y0 k12

The color chosen or the logo depends on the premium. The placement and color o the logo should allow orit to be easily recognizable and readable. I the usage o PMS 287 is not easible on the premium, the AIAAlogo should printed in black or reversed out to white.

Reproduction size will be determined by the premium. However, reer to section 1.1 Signature Space orany specialty item requiring the signature in a size smaller than the minimum size.

Color

Size

I the signature is used in conjunction with logomark, it is important to adhere to these signature placementrules. The signature generally should be placed over the logomark. The signature should appear eithercentered through the outer circle or slightly above it. The examples here show the correct placement.

On promotional items, it is preerable to place the signature through the center circle.



83/85

Sample Water Bottle

Sample Beverage Cup

Sample Pen

Sample Key Chain

Examples


84/85

Wearables12.2

Wearables can be an easy way to

reinorce awareness o the Institutesidentity and promote the AIAA brandat events. They also carry the AIAAname to a broader audience by dis-playing the signature on clothing items.

Care should be taken in selectingthe premiums as ar as color, quality,and appropriateness is concerned.Thereore, when choosing colors or

wearable premiums, the AIAA color

palette should be kept in mind.

The logomark may also be used onwearables. The usage should alwaysadhere to the rules set orth in section1.3 The Logomark.

Reproduction specifcations permitting, the signature must always appear in its color orm. It is alwayspreerable or the signature to be reproduced in the specifed Pantone colors. However, i this is not possible,the closest available abric or thread color is acceptable upon approval by the authorized CorporateCommunications representative.

I necessary, the signature may be reproduced to match either black or white.

Careul consideration should be given to the selection o the actual color o the premium. The AIAA corporatecolors (i.e. white, blue, black) are acceptable. A golden yellow is also acceptable. Busy patterns and neoncolors are not acceptable.

Reproduction size will be determined by the premium. However, or any specialty item requiring thesignature in a size smaller than the minimum size, reer to section 1.1 Signature Spaceo this manual.

To maintain the integrity o the AIAA brand, only high-quality clothing items should bear the AIAA signature.

For Polo or Oxord style shirts, the logo should be no larger than 3 inches wide and no smaller than 1.75inches wide.

Pocket placement is recommended when applicable, otherwise chest or sleeve placement is best.

Color

Size


85/85

Sample Polo Shirt

Sample Long-Sleeve Button Shirt

Sample T-shirt Front and Back

Examples

aaaia brandstandardmanual

Documents