BRAND GUIDELINES UPDATED 2026
1.0
LOGOS
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.
1.1
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
1.2 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
1.3
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
1.4 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.
SHIELD ICON OVERVIEW
Primary Color Use
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.
Secondary Color Logos
Simplified Logo
1.5
SECONDARY LOGO OVERVIEW
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.
SAE Greek Logo
Creation of any additional SAE brand logo is not permitted.
SAE Horizontal Logo
1.6
SAE FOUNDATION
The mission of the SAE Foundation is to prepare our young men for life, provide scholarships and leadership opportunities, and preserve the Levere Memorial Temple. The visual brand identity of the SAE Foundation is represented by its primary logo, which replicates the SAE logo with “Foundation” in place of the “True Gentlemen” tagline. The SAE Foundation visual brand identity also includes a horizontal variation that can be used interchangeably with the primary logo where it is more visually appealing.
SAE Foundation Horizontal Logo
SAE Foundation Primary Logo
2.0
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 Text for its balance of modern and traditonal details.
2.1 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
Aa
TUNGSTEN SEMIBOLD ABCDEFGHIJKLMNOPQRSTUVWQXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!@$&*) 0123456789
2.2
SECONDARY TYPEFACES
Modesto is a stylized serif typeface and Aktiv Grotesk is a modern sans serif typeface. Together, these complement the primary typeface while supporting the brand overall.
Aa Aa
The Aktiv Grotesk family is a robust one, with numerous weights, styles, and characters. This makes it suitable for a variety of uses across all of the necessary marketing channels.
MODESTO TEXT BOLD ABCDEFGHIJKLMNOPQRSTUVWQXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!@$&*) 0123456789 Aktiv Grotesk ABCDEFGHIJKLMNOPQRSTUVWQXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!@$&*) 0123456789
2.3
TYPE FACE SETTINGS & USAGE
Keeping a consistent typographic setting and balance throughout all branding materials is crucial for readability and brand recognizability.
Headline Example:
Headlines may be set in Tungsten Semibold, subheadings in Modesto Bold, intro copy in Aktiv Grotesk Regular, body copy in Aktiv Grotesk Regular, and both caption and sidebar copy in Aktiv Grotesk Bold Italic. Here are corresponding examples and general guidelines for point size and leading. For example, a designer can set a SAE headline at 40 point type on 34 point leading.
TUNGSTEN SEMIBOLD 40PT TYPE / 34PT LEADING ALWAYS ALL-CAPS Subhead Example:
MODESTO TEXT BOLD 20PT TYPE / 20PT LEADING ALWAYS ALL-CAPS Intro Copy Example:
Aktiv Grotesk Regular 16pt type / 20pt leading Always sentence case
Caption Example:
Aktiv Grotesk Bold Italic 12pt type / 14pt leading Always sentence case
In-text Example:
HEADING (24PT / 24PT) SUBHEADING (12PT / 12PT) Body copy (10pt / 14pt) Caption (8pt / 12pt)
2.4
TYPE FACE SUBSTITUTIONS
Materials created for electronic distribution (e.g., emails, PowerPoint decks, Word templates, etc.) are often shared with individuals who may not have the primary brand fonts installed on their computers. In these cases, Impact should be used to substitute Tungsten, Georgia Bold to substitute Modesto Text Bold, and Arial to substitute Aktiv Grotesk, as these are common fonts that are natively installed on most devices as part of the operating system.
Tungsten Typeface Substitution:
IMPACT REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!@$&*)0123456789 Modesto Text Typeface Substitution:
GEORGIA BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!@$&*)0123456789 Aktiv Grotesk Typeface Substitution:
Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!@$&*)0123456789
3.0
COLOR
Color is an integral part of the SAE brand. It adds depth to a composition while affording the flexibility and points of dynamic interest.
3.1 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
3.2 These secondary colors may be used in collaboration with the primary colors to add depth and enhance use of the primary colors.
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