BRAND GUIDELINES
UPDATED 2024
LOGOS 1.1
The SAE Brand is equipped with a primary logo and a supporting set of secondary logos. The primary logo is the core element of the SAE branding system and the secondary logos serve to support the overall brand expression.
PRIMARY LOGO OVERVIEW
The primary logo is a core element of the SAE Brand. Using it consistently will build brand strength and recognition.
Shield Icon
Word Mark
Tag Line
In as many instances as possible the primary logo should appear as an all purple logo.
Alternate color versions or the simplified logo may be used in instances where readability is impacted by poor contrast between the logo and the background, or when looking for variety.
PRIMARY LOGO COLOR USE
Primary Color Use
Secondary Color Logos
Simplified Logo
PRIMARY LOGO SIZING
Proper sizing is essential in protecting the integrity of the primary logo. When using the logo at small sizes be sure to consider the fidelity of the production method. If the fidelity becomes too poor consider using a secondary logo that would better showcase the brand in that application.
1.5” w x 1.25” h
The shield icon can be used on it’s own (ex. social media, stationary, apparel, etc.). It should not appear with text other than the approved logo files. The icon follows the same color and guidelines as the primary logo found on page 3.
Alternate color versions of the simplified logo may be used in instances where readability is impacted by poor contrast between the logo and the background, or when looking for variety.
SHIELD ICON OVERVIEW
Secondary Color Logos
Primary Color Use
The SAE brand uses multiple secondary logos as a means to consistently communicate the approved brand. These logos can be used to replace the primary logo when the application may cause fidelity or readability issues, or for brand variety.
Creation of any additional SAE brand logo is not permitted.
SECONDARY LOGO OVERVIEW
SAE Horizontal Logo
SAE Greek Logo
SAE Affiliate Logo
TYPOGRAPHY
Typography is a major component of the SAE brand and remains a crucial part of brand recognition.
The brand uses 2 primary typefaces: Tungsten for it’s bold and masculine presence and Modesto for its balance of modern and traditonal details.
Tungsten Semibold is SAE’s primary typeface and should be implemented as display messaging throughout all branded collateral. It’s condensed and sans serif attributes provide the SAE brand with a bold and powerful presence.
PRIMARY TYPEFACE
TUNGSTEN SEMIBOLD
Modesto is a stylized serif typeface and Aktiv Grotesk is a modern sans serif typeface. Together, these complement the primary typeface while supporting the brand overall.
The Aktiv Grotesk family is a robust one, with numerous weights, styles, and characters. This makes it suitable for a variety of uses across all of the necessary marketing channels.
SECONDARY TYPEFACES
MODESTO TEXT BOLD
COLOR 3.0
Color is an integral part of the SAE brand. It adds depth to a composition while affording the flexibility and points of dynamic interest.
Consistent use of the approved primary color palette is crucial to maintain brand identity. These are the values and specifications for SAE’s color palette. Please ensure that your use of color is consistent across all branded collateral.
PRIMARY COLOR PALETTE
SAE PURPLE
#6A498E
PANTONE 7678 C
R106 G73 B142
C70 M84 Y11 K1
SAE GOLD
#F4BD1D
PANTONE 7406 C
R244 G189 B29
C4 M26 Y99 K0
SECONDARY COLOR PALETTE
SAE LIGHT PURPLE
#C2AFD5
PANTONE 7437 C
R194 G175 B213
C22 M31 Y0 K0
SAE DARK PURPLE
#46315E
PANTONE 669 C
R70 G49 B94
C81 M89 Y35 K26
SAE LIGHT GOLD
#FCEEC5
PANTONE 7499 C
R252 G238 B197
C1 M4 Y26 K0
