AAU Brand Manual

brand manual

brand purpose

To be a learning hub connecting study programs, real-world experience and research.

As a global and inclusive community, Anglo-American University prepares learners for success by cultivating critical thinking, effective communication, and responsible action through personalized and transformative learning.

CONTENT

Brand Purpose

4

Introduction

6

Master Logo

8

Logo Don’ts

12

Logo Variations

14

Typography

18

Colors

20

Print design

22

Photos

30

INTRODUCTION

Graduates of Anglo-American University are prepared to make a positive difference addressing local, national and international challenges through the analysis and application of current and developing knowledge in the context of a globalized world.

Following suit, Anglo-American University’s brand is global and inclusive.

It thrives with a community united in the pursuit of a better world through exceptional education. In developing our brand, we seek to embody the values that distinguish us while creating an image and voice that are immediately recognizable as Anglo-American University.

The brand manual serves as a foundational guide to using the AAU brand identity. It covers all the rules regarding color, alignment, typography, and more. We have prepared a set of guidelines that define the AAU brand as well as consolidate its tone and values as they should be used in designing and tailoring our communication.

MASTER LOGO

The AAU Logo is an essential element of the visual style of Anglo-American University. It consists of two typographic parts.

The first is the graphics part of the font: the abbreviated company name to which the second part is attached, the inscription: ANGLO AMERICAN UNIVERSITY. The brand manual allows the use of 2 basic logos: horizontal and vertical. The use of individual elements is only possible in accordance with this manual. Any other changes in color, proportions, or fonts are not allowed.

100% display size. The primary colors for our logo are black and red. It is intended for use on a white background and selected images to maintain readability.

RED & WHITE VARIANT

FULL WHITE VARIANT

In some cases, the red & white version of the logo can be used. This is mainly because of production costs (where only one ink color is available) or to accommodate background material/color.

This is the least used of our logo variants and is only to be utilized in cases where the background material is black, red or any dark color that inhibits the readability of the logo completely.

LOGO DON’TS

Do not use shading

Do not use unapproved colors

The AAU logo should not be altered. These logo standards apply for all content that is owned and controlled by AAU. This includes co-branding and partnerships.

The form of the AAU graphic mark is clearly defined in this manual. The Logo cannot be changed! Although creativity is appreciated, do not change the logo in any way! It is not permitted to alter, modify or deform individual parts or the entire logo.

Never change the proportions

Unauthorized adaptation is considered, for example: change of position, color, total or partial deformation of the logo, rotation of individual parts and other changes. It is equally unacceptable to remove logos and use them separately without prior consultation with the logos author.

It is also not allowed to deviate from the official ANGLO AMERICAN UNIVERSITY font type.

Do not use contours

LOGO VARIATIONS CAREER CENTER

ADDITIONAL TEXTS Additional text is allowed to be used only in conjunction with the AAU AngloAmerican University Graphic Mark and not as a separate AAU tag. Additional text attributes are fixed and are not allowed to be modified in any way.

Additional text complements the graphic mark in close proximity and does not apply to the protection zone rule - additional text becomes part of the Graphic Mark and the protection zone is expanded accordingly to include additional text. Additional text is drawn from the font: Times New Roman

SCHOOLS’ NAMES Every AAU’s school has its own logo. The school’s logo is used only horizontal as shown below.

30TH ANNIVERSARY In honor of the 30th anniversary the vertically stacked logo is placed next to the text, celebrating 30 years. This is intedned to be used as a temporary logo to highlight AAU’s 30th anniversary throughout the year 2020.

SCHOOL OF BUSINESS ADMINISTRATION

SCHOOL OF HUMANITIES AND SOCIAL SCIENCES

TYPOGRAPHY

AVENIR Adrian Frutiger designed Avenir in 1988, after years of having an interest in sans serif typefaces. In an interview with Linotype, he said he felt an obligation to design a linear sans in the tradition of Erbarand Futura, but to also make use of the experience and stylistic developments of the twentieth century.

The word Avenir means “future” in French and hints that the typeface owes some of its interpretation to Futura. But unlike Futura, Avenir is not purely geometric; it has vertical strokes that are thicker than the horizontals, an “o” that is not a perfect circle, and shortened ascenders. These nuances aid in legibility and give Avenir a harmonious and sensible appearance for both texts and headlines.

TIMES NEW ROMAN Steeped in tradition, the Times New Roman family has been described as one of the most familiar and successful typefaces in the world – and has been used for just about every typographic application imaginable. Times New Roman is considered an exceptionally legible design that translates well to hard copy and on-screen environments. We use this font in the logo and its additional texts.

Headline 1 / AVENIR, 42 pt Black

#AAUPrague Headline 2 / AVENIR, 30 pt Black

#AAUPrague Headline 3 / AVENIR, 18 pt Medium

#AAUPrague

Headline 4 / AVENIR, 12 pt Book

#A A U PR A GU E Headline 5 / AVENIR, 9 pt, Light #AAUPRAGUE

COLORS PRIMARY PALETTE Color is one of the strongest forms of nonverbal communication and for that reasons its incorrect use may impair the visual identity of the brand. In a fraction of a second, color can communicate, awaken emotions, affect our behavior and our mood. It plays a vital role in brand recognition.

The only allowed colors of the AAU brand are these defined colors. No other colors or shades are allowed.

The primary palette is made up of our main University colors, it’s intentionally limited as not to dilute the brand’s visuals.

SECONDARY PALETTE

RED

BLACK

CMYK - 0 / 100 / 100 / 0 RGB - 255 / 0 / 0 WEB #ff0000

CMYK - 0 / 0 / 0 / 100 RGB - 0 / 0 / 0 WEB #000000

Use this color to create visual interest and engagement. This should be used for accompanying graphic elements, headlines, subheads, lead-ins, and quotes. Please use sparingly.

GRAY CMYK - 77 / 64 / 52 / 43 RGB - 54 / 64 / 73 WEB #364049

PRINT DESIGN

BROCHURES Brochures are a great way to showcase all AAU has to offer at various events.

Samples are available for Recruitment, Admissions, Marketing and other individual staff/faculty members by request. These tangible materials are printed on recycled paper, use carefully selected images and offer the most up to date information about the university and its programs.

Approved layouts should always include the logo centered within the footer on the front cover image and the #AAUPrague logo centered within the footer on the back cover as well as approved fonts, logos and color choices.

To flip through one of AAU’s brochures, please visit:

issuu.com/aauprague

GUIDES Guides are a great way to share practical information with our students, visitors and guests. Samples below include the Prague Visitor’s Guide, Admitted Students Guide for those students admitted but not yet enrolled, New Students Guide for freshman or those already enrolled and beginning their studies at AAU and finally the Student Housing Guide- a resource for all students.

Approved layouts should always include a full page image on the front cover with a white bar including the logo on the left and the name of the guide on the right but with a left justification. All with approved fonts, logos, and color choices.

LETTERHEAD A clean and simple design tailored to the visual system. Letterhead contains the AAU logo at the top, below the contact information, and the date on the opposite side.

BUSINESS CARDS

ROLL-UPS

The business card will be used for all official contacts and AAU communications for business promotion. These are approved layouts.

Curtains or Roll Up Banners are available for use by request from the Marketing Department.

Roll-ups are intended to act as a professional and eye-catching visual for events, education fairs, and other university-related activities usually situated next to or behind a stand, podium, desk or at the front of a room.

To order new business cards please use the link below:

Our current roll-up designs reflect AAU as a whole, the MBA in Prague Program, Student Council as well as each individual faculty.

bit.ly/AAUform

Ana Hernandez Blackstad, M.Ed. Dean of Students

Anglo-americká vysoká škola, z. ú.

Letenská 5 118 00 Prague 1 Czech Republic

T: (+420) 257 530 202 M: +420 222 534 650 ana.blackstad@aauni.edu www.aauni.edu

#AAUPrague

PHOTOS Always use a smaller number of people for a photo with people (max 4 if needed). This does not apply to group photos. All photos should be clean, sharp and color-balanced.

Cultivating a multicultural campus environment; encouraging diversity of the student body, faculty, and staff; and treating each person with dignity and respect are some of the core AAU values that should be represented in our visual content.

To see more AAU photos, visit:

www.flickr.com/photos/aauni/

#AAUPrague

www.aauni.edu