BRAND GUIDELINES
WELCOME TO THE ALABAMA A&M BRAND GUIDELINES
The AAMU brand is more than a logo and school colors. It is what students, faculty, alumni, industry partners, peers and outside observers think, feel and respond to when encountering anything and everything AAMU.
This document is for those creating communication material, branded merchandise, or any other works bearing the University brand. By using these established brand standards, our look and feel remain consistent with a strong, unified voice.
This is a living and breathing document. It will expand and evolve as new work is created. Please adhere to the most up-to-date version of this document when creating any new communication for the brand.
BRAND PLATFORM
A
BRAND PURPOSE
EXPOSURE LEADS TO ASCENDANCY
When service is sovereignty, understanding the many ways in which we can attain it is paramount.
All we need is exposure. To lead us to new ideas, new interests, new ambitions that can change family trees, establish stronger foundations and lead a unified future of dependence and deeper connections.
When we benefit from exposure, we see the bottleneck of our existing pursuits turn to avenues of opportunity that can be passed down for generations. It’s when we embrace our power and build our vision for the future.
Because the AAMU legacy lives within the soil and our culture presides from the top of the hill, we built it from the ground up. But claiming our place amongst the stars only comes with ascendancy and a true understanding of what this HBCU pride is all about.
STRATEGIC PILLARS
A FAMILY UNITED LEAVING LEGACIES
It’s who we are as a community, University and culture. It drives the connections we build and the education we create in and out of the classroom. It’s how we honor the shoulders we stand on and strengthen ours for those who come after.
GREATNESS ON THE HILL
It’s where we are in Normal, Alabama. Our history is embedded in the soil and our story lives on today. It’s how we state our place amongst a densely populated space of higher learning and the visions we hold from up here.
REIMAGINE PROGRESS
The energy that drives us to expand our vision. It’s what separates us as individuals and as a University. It’s a belief in who we are, what we have and what can be accomplished. It’s a call to overcome ideas of limitations and redefine excellence on our own.
POWER IS HBCU PRIDE
What our identity is built on and why it matters in every aspect of our endeavors. How it fills us with purpose as individuals and brings us together through shared culture. It’s our source of strength that allows us to be all that we are.
BRAND RATIONALE
Our Brand Rationale is an internal manifesto that defines our brand identity, and who we are as a University. It’s a good idea to read through the rationale several times. The more familiar you are with this, the easier it will be to create truthful and compelling messages that reflect the essence and attitude of our University.
FROM THE HILL is our Brand Platform. It celebrates our shared connection — our institution — and amplifies the tremendous impact AAMU has on the world. It is the central thought that all of our subsequent messaging ladders to. This statement can live alone next to our logo or can be a summary line after a headline or section of body copy. All messaging should embody the idea and spirit of FROM THE HILL.
On THIS HILL, we’re never just one thing. And that’s the best thing. We are Agricultural & Mechanical & Literal & Theoretical & Historically Black & Proud. On this Hill, we don’t just reach for the sky. We reach past it.
On THIS HILL, we stand on soil imbued with legacy. And breathe in air charged with opportunity. On this Hill, friends become family. Steps become leaps. And aspirations become certainties. Wherever you’re from, wherever you’re going, on this Hill, you’re family. We’re from a Hill called Normal that’s so much more than that.
Please note:
The rationale is only for guidance and inspiration for content creation and should not appear verbatim in public-facing communications.
BRAND VOICE
BRAND TONE
It’s where we are in Normal, Alabama. Our history is embedded in the soil and our story lives on today. It’s how we state our place amongst a densely populated space of higher learning and the visions we hold from up here.
PRUDENT
It’s our belief in who we are and where we come from, and where we’re going. Knowing our origin story and how it empowers us today reminds us we have all the qualities necessary to succeed.
UNAPOLOGETIC
We are proud of the community we’ve created but our vision of what it can become is what moves us forward. And this drive is extended through generations.
SOUTHERN SWAGGER
Southern hospitality comes first but for AAMU there’s an essence that comes from it that is engaging, inviting and honest. It embraces and comes from being true to who AAMU is.
FAMILIAL
AAMU was built on family and it comes before anything. We depend on each other, we count on each other, and we understand that our connection means something more.
ENERGIZED
It’s the energy we have when we talk about the Magic City Classic or someone mentions Homecoming on the Hill. It comes with memories and an enthusiasm to build within this community.
Please Note: Brand tones are only for guidance and inspiration for content creation and should not appear verbatim in public-facing communications.
VOICE BY AUDIENCE
BRAND MESSAGING
To further expand the range of our Brand Voice, we have developed additional messaging modes that can be leveraged to craft messaging for specific audiences. While they do not need to be used in every instance of messaging, please do not mix messaging modes across audiences.
Audiences: Broad messaging
HBCU-Centric Communications Peer to Peer
The “WE ARE SEEN” mode speaks to the potential inside all of us. AAMU is a platform from which each and every student and community member can share their best qualities with the world and see their path to success unfold before them.
Audiences: Prospective Students Admissions AAMU Community Reputation
Examples FROM THE HILL, WE SEE. ON THE HILL, WE ARE SEEN. SEE & BE SEEN FROM THE HILL
Mode 03
BRAND MESSAGING &On
The “& ON” messaging mode is used to celebrate our multitudes and our accomplishments. Leveraging the ampersand, we can share seemingly-never-ending lists of accomplishments and proof points with the world that showcase the multi-faceted strengths not just of our institution, but of Bulldogs everywhere.
Audience:
Huntsville & Regional Communities
Peer Institutions
Fundraising & Advancement
Mode 04
Examples & WE’RE MAKING HUNTSVILLE OUR BUSINESS & WE’RE LEADING WITH HEART & WE’RE NO. 9 IN THE NATION FOR FORESTRY & WE’RE ENGINEERING THE FUTURE OF SPACEFLIGHT & . . . WE ARE NEVER JUST ONE THING & THAT’S THE BEST THING
Let ’Em Know
The “LET ‘EM KNOW” mode is how we hype up our current students and faculty to show out to the world. It can be used both in campus-facing messaging and messaging directed toward peer and partner HBCU institutions to express a sense of unity, pride and confidence.
Audiences: Alumni
Current Students & Faculty
HBCU-Centric Communications
Examples WHEN THEY ASK YOU WHERE YOU’RE FROM & WHEN THEY ASK YOU WHAT YOU’RE ALL ABOUT LET ‘EM KNOW WE ARE NEVER JUST ONE THING & THAT’S THE BEST THING
COPY GUIDELINES
We can leverage these modes to expand and support the message of “FROM THE HILL” through headlines and supporting copy.
Our consistent tone is PRUDENT, UNAPOLOGETIC, SOUTHERN SWAGGER, FAMILIAL, and ENERGIZED.
HEADLINES
The headline is our first and best opportunity to grab the reader’s undivided attention and hook them in. Our headline should communicate quickly and with impact and should be crafted with the brand tone words and audience modes in mind.
When they ask where you’re from & when they ask you what you’re all about. Let `em Know.
COPY GUIDELINES (cont.)
BODY COPY
The body copy should serve to support the headline and the overarching idea of the message you are crafting. It should be engaging and as concise as possible. Sentence structure should be easy to follow. To create a smooth flow, consider varying sentence length to achieve a balanced rhythm.
& WE’RE BLENDING THE
WORLD’S BEST WHISKEY
Eboni Major, Class of 2014
The demographics for whiskey drinkers are changing quickly. And Eboni Major is a part of this revolution. As the first African American whiskey blender, the Food Science alum was the pioneering force behind some of the highest ranked whiskeys of the last several years—Bulleit Blenders Select, ranked #4 in Whiskey Advocate’s Best of 2020, and top-ranked George Dickel Bourbon.
GET HEARD
From the Hill, we don’t just hear a melody, we hear a gold record. Learn more about the work of alumnus Dr. Henry Panion, III, and his work conducting and arranging for both Stevie Wonder and the world’s best orchestras at aamu.edu.
IDENTITY SYSTEM
LOGO VARIATIONS
Our Primary Logo is the AAMU Interlock with our Wordmark stacked beside it. The Primary Logo should be the first consideration for all print and digitial assets. Secondarily, the Horizontal Lockup can be used for specific assets at the designer's discretion. The AAMU Interlock can be used as a design element on digital assets or a decorative 'watermark' element in print.
PRIMARY LOGO
HORIZONTAL LOGO INTERLOCK
BULLDOG LOGO
LOGO COLORS
AAMU logos can exist only in our Primary Brand Colors of Maroon, Rich Black and White.
Please see page 29 for additional information on Brand Colors.
Eyebrow // Identity System //
LOGO SIZING
Always ensure that the logo has room to breathe. Logos must be permitted ‘clear’ space so that it can remain legible in complex compositions. Please use the height of the small “A” in the Interlock logo as a guide.
The exception to this rule is using the Interlock as a graphic element as described in the Graphic section.
Follow the minimum height guidelines to make sure the integrity and legibility of each logo version is maintained. To ensure legibility in print applications, the Interlock portion of every logo must not be smaller than .75” tall. For digital uses, the height of the Interlock portion must be no smaller than 22 pixels.
Eyebrow // Identity System //
INCORRECT LOGOS
The AAMU logo and Interlock logo should not be distorted or altered in anyway. Please refer to page 18 for guidance on logo treatment.
Eyebrow // Identity System //
NAMING NOMENCLATURE
A strong brand is a consistent one. We show pride in our University and unity as a community when we communicate and identify and refer to our institution with clarity and consistency. Please adhere to the naming guidelines when creating messages that refer to our University by name.
FORMAL NAME/ FIRST USAGE
CASUAL NAME
Use Alabama A&M or AAMU after first usage of the full formal name.
THE UNIVERSITY VS UNIVERSITY
Always capitalize University when referring to AAMU.
E.g. “As a center of excellence, the University is dedicated to providing a student-centered educational environment.”
Don’ts
For the sake of clarity and to avoid confusion with other institutions, refrain from using “A&M” on its own to refer to our institution.
TYPOGRAPHY
FONT FAMILIES
THE NEUE BLACK VF
The Neue Black VF is a commanding sans-serif typeface that grounds the brand in unapologetic confidence.
The Neue Black VF is a variable typeface that is reserved only for headlines and is to always be used in all caps case. Skilled designers can use the variable setting to increase legibility at large or small sizes while still making sure it fits the look and feel of the brand. All other users should use the preset styles within the font family.
System Font Substitute: Futura
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
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REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Typography
FONT FAMILIES
Migra
Migra is an expressive, elegant typeface that helps balance between tradition and modernity within our brand.
Migra can be paired with The Neue Black in headlines in ALL CAPS and as Subheads in Sentence Case.
All uses of ampersands, whether graphic or within sentences, should be in Migra.
Migra Bold Migra Bold Italic Migra Regular Migra Regular Italic
System Font Substitute: Georgia
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890 & &
FONT FAMILIES
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
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System Font Substitute: Verdana
Typography
TYPE HIERARCHY
PILL ENCLOSURE
Use of the pill-shaped graphic element around an eyebrow for emphasis is optional. Padding should be approximately 75% of type size.
HEADLINE ACCENTS
Headlines can alternate between The Neue Black and Migra. Ensure that The Neue Black is used for the first word in the headline and that it is the most prominent font. All headlines should be in all caps for both fonts.
HEADLINE ACCENTS
Subheads are 1/3 of headlines. They should be Migra Regular if needed.
Body copy should be 1/6 of the headline size. Based on readability factors such as size and color contrast, any weight in the America family is acceptable for use, but start with Regular or Medium.
Body copy size can vary based on collateral, but size for print should be between 7-11 pts and for web between 12-16 px.
EYEBROWS
HEADLINES
The Neue Black / Migra Bold
All Caps. Cap height must match across type faces
Variable for emphasis
SUBHEADS
Eyebrow // Typography //
HEADLINE STYLE
Headline bounding box styles allow us to highlight headlines over high contrast backgrounds or photography.
Inset spacing, or padding, should be 30% of the type size. For instance, in the example provided, the type size is 70 pt, and the padding is 23.3px.
In InDesign, use the Text Frame Options to define and adjust.
When using multiple lines, align the top of the second line’s spacing to the baseline of the line above. The spacing between the two lines should match the size of the space on all sides of the text.
To break from eurocentric standards, never left align feature headlines. Always embrace the shape and meaning of the copy, and permit yourself to shift the lines.
FROM THE HILL, WE SEE.
ON THE HILL, WE ARE
SEEN.
HEADLINE STYLE
BRAND COLOR
COLOR PALETTE
AAMU Maroon, White and Rich Black are the primary three colors of our brand. A secondary palette derived from the Multitude Lines can be used sparingly to add emphasis to certain documents. The alternate colors are not for primary use in any branded content or collateral. They are for special use only.
MAROON
BULLDOG BLUE
PHOTOGRAPHY
LIFESTYLE
To capture the spirit of AAMU’s campus, use a journalistic approach, focusing on a range of relatable moments amongst students, faculty and the environment.
Content should reflect key aspects of the AAMU experience: community and connection, academic pursuits and holistic growth and opportunities.
DO
– Showcase real AAMU students, faculty and staff doing work in their field, volunteering or learning
– Look for interesting compositions that introduce new viewpoints of action
– Look for interesting compositions that introduce new viewpoints
DON’T
– Have staged moments of action
– Use artificial light
– Recolor/retouch images in ways that lose their authenticity
Photography //
PORTRAITS
Utilize formal portraiture in order to convey the well-rounded personalities and pursuits of students, faculty and alumni/ae.
Thematically, imagery should embrace a range of tones: aspirational and accessible, joy and swa er, unapologetic and familial. Using subtle color choices with wardrobe and backdrops, images will feel compatible with the AAMU brand.
– Include photos with too many distracting elements Photography
– Show a range of ages and backgrounds
– Use warm, natural lighting with shallow depth of field
– Incorporate AAMU Maroon where possible
– Allow backgrounds and props to add contextual information about the subject’s passions
LAYERING & TREATMENTS
Layered photo compositions can be used to convey depth and complexity.
No more than three photos should be layered in the composition. The base image should be black & white, followed by a textural image, then the hero image on top. The corners of the images should be rounded 40px.
Photography
LAYERING & TREATMENTS
Create photography-holding rectangles that are respective to the grid of the composition. These can be used to create a sense of visual rhythm. See examples on the right.
GRAPHIC ELEMENTS
AURAS
Auras are bursts of color that characterize exposure and energy. They are background elements that add depth and texture to select compositions.
AURAS COMPOSITION
DO
– Place Auras in the corners of compositions
DON’T
– Place Auras over faces or subject focal points
– Place Auras over body copy
MULTITUDE LINE
The Multitude Line is a graphic element that represents the complexities of AAMU's achievements and culture. It is used along the tops and edges of photography and headline treatments to add structure and vibrance.
Eyebrow // Graphic Elements //
FROM THE HILL LOCKUP
The From the Hill lockup can be used in certain institutional applications such as signage and specific institutional publications. It should be treated as a graphic element and not altered, separated or typed.
HIGHLIGHT TOOLS
The arrow, ampersand and asterisk marks can be used to accentuate and highlight important elements within design. They can be placed throughout a piece to aid with hierarchy and draw the viewer's eye to the correct flow of information.
BRAND EXAMPLES
SELECTED EXAMPLES
