Professional Documents
Culture Documents
Thinking inside
inside the box. AIGA identity and branding guidelines.
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Identity and branding…why worry? Is our logo our brand? The key
Whether we want to be or not, we are a brand. Our logo is a thing—it identifies us on objects The key to successfully branding the AIGA is
We’re out there—and our members and others and in environments. In and of itself, it doesn’t individual responsibility.
are continually forming opinions about us. say a whole lot about the AIGA or graphic
Those opinions will be positive, negative or design. As beautiful or unique as any logo may All those involved in creating AIGA communi-
ambiguous. We need to participate actively in be, it remains essentially inanimate. Without cations, environments and initiatives—
influencing those opinions. being placed onto or into something, it has designers, writers, the creators of products or
very little meaning. services, the editors, the proofreaders—
We can choose to be either visible or invisible. must be personally responsible for ensuring
We can either ensure we get credit for the Branding starts when the identifier is placed that the positive attributes of the organization
things we do, or we can do good things and into an environment. are embodied in every effort; that the members
risk getting no credit for them. We can work and audiences are being well served; that the
to be either understood or chance being mis- When our logo is placed into positive environ- organization is getting credit for all its efforts.
understood. We can become perceived as ments that reflect our goals, values and This cannot be accomplished merely with an
either a good brand or a bad brand; a clear initiatives, our organization will be well- identity manual or systematic branding guide-
brand or a confusing brand; a helpful brand represented and our desired messages lines. It can only be achieved with thoughtful,
or an irritating brand; a responsible brand or delivered. Placed into a poor or inappropriate intelligent, creative efforts by thoughtful, in-
an irresponsible brand. It’s up to us. environment, the logo may only serve to telligent, creative people.
misrepresent or confuse our goals, values and
initiatives, and may reflect negatively on the We must program, write, design and deliver
organization. all that we do according to who we say we are.
And then we must ensure that we are credited
By the same token, an environment, action, for all we do by clearly identifying the AIGA
product or service may be spectacular, but and the local chapters on everything we pro-
without displaying our identifier it may afford duce, every service we offer, every initiative
us little or no credit for our efforts. we initiate, every environment we create.
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Our name
Chapters also have both a formal and a casual The official name
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Examples of informal
signatures in address blocks American Institute
of Graphic Arts
164 Fifth Avenue
NewYork, NY 10010
AIGA Chicago
855 West Blackhawk Street
Chicago, Illinois 60622
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abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
01234567890
Interstate Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
01234567890
Interstate Light Condensed
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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01234567890
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Color palette
279 U
*PANTONE® is a registered trademark of Pantone, Inc. 7
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Logo variations
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of Graphic Arts A
AIGA A
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COLLAGE 2000
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BORDER TO BORDER
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A m e ri c a n I n s t i t u t e o f G r a p h i c A r t s , Wa s h i n g t o n D C C h a p t e r p re s e n t s ( r ) e v o l u t i o n o f G r a p h i c D e s i g n – H o w d o y o u k n o w w h e re y o u ' v e b e e n ?
Pa r t 1 / We d n e s d a y, S e p t e m b e r 2 3 - U S d e s i g n H i s t o r y a n d U S Pa r t 2 / Tu e s d a y N o v e m b e r 17 - 2 0 t h C e n t u r y D u t ch G r a p h i c D e s i g n
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Chapter stationery
141 pt 37 pt
12 pt
Stationery sets for two chapters (Raleigh and
Six-line business card
Washington, DC) are illustrated here and X
12 pt
Typography
Seven-line business card
Letterhead and envelopes: X
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144 pt
45 pt
24 pt
12 pt
American Institute of Graphic Arts
Raleigh Chapter
PO Box 10849
Raleigh, NC 27605
Tel 919 544 8770
American Institute of Graphic Arts Fax 919 828 6804
Washington, DC Chapter www.aiga.com/raleigh
7832 Briardale Terrace
align
Rockville, MD 20855 18 pt
10 pt
American Institute of Graphic Arts
Washington, DC Chapter
7832 Briardale Terrace
Rockville, MD 20855
align
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lb
or logo plus a simple tag line such as “annual of
d
sponsor of AIGA Miami” should be used to AIGA
S l Whi 8 lb
differentiate this recognition from a national
sponsorship.
ajax paper Wichita
®
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Printed on Neenah CLASSIC CREST ® Solar White 80lb. cover and 100lb. text
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American Institute of Graphic Arts 164 Fifth Avenue, New York, NY 10010 Tel 212 807 1990 Fax 212 807 1799 www.aiga.org