July 2021 a Unifying Voice

brand guidelines

july 2021 a unifying voice

The American Advertising Federation’s mission is to serve as “The unifying voice for advertising.” Proper use of the brand provides a visual representation of that mission to our grassroots network of clubs and chapters, to the advertising industry, and to the public at-large.

What follows is a quick guide on our logo and brand elements, as well as examples of usage. If you have any questions about the brand guidelines, please contact us at [email protected]. what’s inside

The Logo...... 1

Professional Club Usage...... 8

District/Region Usage...... 9

College Chapter Usage...... 10

Social Media Usage...... 11

Brand Typeface...... 12

Brand Colors...... 13

Examples of Usage...... 14 the logo

The American Advertising Federation lettermark/wordmark combination is primary logo the primary logo used over content (events, videos, graphics). Never use the wordmark (american advertising federation) without the lettermark (aaf). The primary logo should be used

instead of just “aaf” in markets with low- lettermark wordmark to-medium brand/organization awareness. In most use cases, the primary logo with the registered trademark symbol is preferred. It is not necessary in executions such as apparel, social media and internal events.

download the aaf logos 1 primaryAAF AMERICAN ADVERTISING FEDERATION.EPS logo variationsAAF AMERICAN ADVERTISING FEDERATION POSITIVE BLACK.EPS

The approved variations of the American Advertising Federation’s primary logo:

• Color gradient • Grayscale gradient AAF AMERICAN ADVERTISING FEDERATION.EPS AAF AMERICAN ADVERTISING FEDERATION POSITIVE BLACK.EPS • Black

• White AAF AMERICAN ADVERTISING FEDERATION.EPS AAF AMERICAN ADVERTISING FEDERATION POSITIVE BLACK.EPS

AAF AMERICAN ADVERTISING FEDERATION REVERSE WHITE.EPS AAF AMERICAN ADVERTISING FEDERATION POSITIVE GRAYSCALE.EPS

AAF AMERICAN ADVERTISING FEDERATION.EPS AAF AMERICAN ADVERTISING FEDERATION POSITIVE BLACK.EPS

download the aaf logos 2

AAF AMERICAN ADVERTISING FEDERATION REVERSE WHITE.EPS AAF AMERICAN ADVERTISING FEDERATION POSITIVE GRAYSCALE.EPS

AAF AMERICAN ADVERTISING FEDERATION REVERSE WHITE.EPS AAF AMERICAN ADVERTISING FEDERATION POSITIVE GRAYSCALE.EPS lettermarkAAF AMERICAN ADVERTISING FEDERATION.EPS variationsAAF AMERICAN ADVERTISING FEDERATION POSITIVE BLACK.EPS

The American Advertising Federation’s lettermark (“aaf”) may be used on applications where minimal branding is necessary or brand awareness is high.

The approved variations of the AAF AMERICAN ADVERTISING FEDERATION.EPS AAF AMERICAN ADVERTISING FEDERATION POSITIVE BLACK.EPS American Advertising Federation’s

lettermark: AAF AMERICAN ADVERTISING FEDERATION.EPS AAF AMERICAN ADVERTISING FEDERATION POSITIVE BLACK.EPS

• Color gradient • Grayscale gradient

AAF AMERICAN• Black ADVERTISING FEDERATION REVERSE WHITE.EPS AAF AMERICAN ADVERTISING FEDERATION POSITIVE GRAYSCALE.EPS • White

AAF AMERICAN ADVERTISING FEDERATION.EPS AAF AMERICAN ADVERTISING FEDERATION POSITIVE BLACK.EPS

download the aaf logos 3

AAF AMERICAN ADVERTISING FEDERATION REVERSE WHITE.EPS AAF AMERICAN ADVERTISING FEDERATION POSITIVE GRAYSCALE.EPS

AAF AMERICAN ADVERTISING FEDERATION REVERSE WHITE.EPS AAF AMERICAN ADVERTISING FEDERATION POSITIVE GRAYSCALE.EPS AAF smallAMERICAN ADVERTISING FEDERATION SMALLuse REPRODUCTION variationsAAF AMERICAN ADVERTISING FEDERATION SMALL REPRODUCTION POSITIVE BLACK

When vertical space is limited it will be necessary to employ a “small use” version of the American Advertising Federation logo to maintain legibility. AAF AMERICAN ADVERTISING FEDERATION SMALL REPRODUCTION AAF AMERICAN ADVERTISING FEDERATION SMALL REPRODUCTION POSITIVE BLACK The approved variations of the American Advertising Federation’s AAF AMERICAN ADVERTISING FEDERATION SMALL REPRODUCTION AAF AMERICAN ADVERTISING FEDERATION SMALL REPRODUCTION POSITIVE BLACK small use logo:

• Color gradient • Grayscale gradient AAF AMERICAN ADVERTISING FEDERATION SMALL REPRODUCTION REVERSE WHITE AAF AMERICAN ADVERTISING FEDERATION SMALL REPRODUCTION POSITIVE GRAYSCALE • Black • White

AAF AMERICAN ADVERTISING FEDERATION SMALL REPRODUCTION AAF AMERICAN ADVERTISING FEDERATION SMALL REPRODUCTION POSITIVE BLACK

download the aaf logos 4

AAF AMERICAN ADVERTISING FEDERATION SMALL REPRODUCTION REVERSE WHITE AAF AMERICAN ADVERTISING FEDERATION SMALL REPRODUCTION POSITIVE GRAYSCALE

AAF AMERICAN ADVERTISING FEDERATION SMALL REPRODUCTION REVERSE WHITE AAF AMERICAN ADVERTISING FEDERATION SMALL REPRODUCTION POSITIVE GRAYSCALE taglineAAF AMERICAN ADVERTISING FEDERATION UNIFYING variations VOICE.EPS AAF AMERICAN ADVERTISING FEDERATION UNIFYING VOICE POSITIVE BLACK.EPS

For branding/marketing coming out of the American Advertising Federation’s national office, and/or when space allows, the version of the primary logo

with the tagline, “The unifying voice for AAF AMERICAN ADVERTISING FEDERATION UNIFYING VOICE.EPS AAF AMERICAN ADVERTISING FEDERATION UNIFYING VOICE POSITIVE BLACK.EPS advertising” can be used.

The approved variations of the AAF AMERICAN ADVERTISING FEDERATION UNIFYING VOICE.EPS AAF AMERICAN ADVERTISING FEDERATION UNIFYING VOICE POSITIVE BLACK.EPS American Advertising Federation’s primary logo with the tagline:

AAF AMERICAN• Color ADVERTISING gradient FEDERATION UNIFYING VOICE REVERSE WHITE.EPS AAF AMERICAN ADVERTISING FEDERATION UNIFYING VOICE POSITIVE GRAYSCALE.EPS • Grayscale gradient • Black • White AAF AMERICAN ADVERTISING FEDERATION UNIFYING VOICE.EPS AAF AMERICAN ADVERTISING FEDERATION UNIFYING VOICE POSITIVE BLACK.EPS

download the aaf logos 5

AAF AMERICAN ADVERTISING FEDERATION UNIFYING VOICE REVERSE WHITE.EPS AAF AMERICAN ADVERTISING FEDERATION UNIFYING VOICE POSITIVE GRAYSCALE.EPS

AAF AMERICAN ADVERTISING FEDERATION UNIFYING VOICE REVERSE WHITE.EPS AAF AMERICAN ADVERTISING FEDERATION UNIFYING VOICE POSITIVE GRAYSCALE.EPS logo clear space

Clear space around the logo should be x at least 25% of the width of the logo. x x

AAF AMERICAN ADVERTISING FEDERATION.EPS AAF AMERICAN ADVERTISING FEDERATION POSITIVE BLACK.EPS

download the aaf logos 6

AAF AMERICAN ADVERTISING FEDERATION REVERSE WHITE.EPS AAF AMERICAN ADVERTISING FEDERATION POSITIVE GRAYSCALE.EPS logo don’ts

Do not distort or warp the logo Do not rotate the logo Do not use the logo without the lettermark

Do not used unapproved colors Do not use white with the Do not add dropshadows to gradient versions of the logo the logo

american advertising federation

Do not outline the logo Do not change the font Do not use the old logo

download the aaf logos 7 professional club variations AAF MEMPHIS.EPS AAF MEMPHIS POSITIVE BLACK.EPS AAF AMERICAN ADVERTISING FEDERATION MEMPHIS.EPS AAF AMERICAN ADVERTISING FEDERATION MEMPHIS POSITIVE BLACK.EPS

The approved variations of the American Advertising Federation’s logo for its professional Clubs/Federations:

• Color gradient AAF MEMPHIS.EPS AAF MEMPHIS POSITIVE BLACK.EPS • Grayscale gradient AAF AMERICAN ADVERTISING FEDERATION MEMPHIS.EPS AAF AMERICAN ADVERTISING FEDERATION MEMPHIS POSITIVE BLACK.EPS AAF MEMPHIS.EPS AAF MEMPHIS POSITIVE BLACK.EPS • Black AAF AMERICAN ADVERTISING FEDERATION MEMPHIS.EPS AAF AMERICAN ADVERTISING FEDERATION MEMPHIS POSITIVE BLACK.EPS • White

AAF MEMPHIS REVERSE WHITE.EPS AAF MEMPHIS POSITIVE GRAYSCALE.EPS AAF AMERICAN ADVERTISING FEDERATION MEMPHIS REVERSE WHITE.EPS AAF AMERICAN ADVERTISING FEDERATION MEMPHIS POSITIVE GRAYSCALE.EPS

AAF MEMPHIS.EPS AAF MEMPHIS POSITIVE BLACK.EPS AAF AMERICAN ADVERTISING FEDERATION MEMPHIS.EPS AAF AMERICAN ADVERTISING FEDERATION MEMPHIS POSITIVE BLACK.EPS

download the aaf logos 8 AAF MEMPHIS REVERSE WHITE.EPS AAF MEMPHIS POSITIVE GRAYSCALE.EPS AAF AMERICAN ADVERTISING FEDERATION MEMPHIS REVERSE WHITE.EPS AAF AMERICAN ADVERTISING FEDERATION MEMPHIS POSITIVE GRAYSCALE.EPS AAF MEMPHIS REVERSE WHITE.EPS AAF MEMPHIS POSITIVE GRAYSCALE.EPS AAF AMERICAN ADVERTISING FEDERATION MEMPHIS REVERSE WHITE.EPS AAF AMERICAN ADVERTISING FEDERATION MEMPHIS POSITIVE GRAYSCALE.EPS

AAF MEMPHIS REVERSE WHITE.EPS AAF MEMPHIS POSITIVE GRAYSCALE.EPS AAF AMERICAN ADVERTISING FEDERATION MEMPHIS REVERSE WHITE.EPS AAF AMERICAN ADVERTISING FEDERATION MEMPHIS POSITIVE GRAYSCALE.EPS district and region variations

The approved variations of the American Advertising Federation’s logo for Districts and Regions:

• Color gradient • Grayscale gradient • Black • White

download the aaf logos 9 college chapter variations

The approved variations of the university American Advertising Federation’s university of illinois logo for its College Chapters: of illinois

• Color gradient university • Grayscale gradient university of illinois • Black of illinois • White university university of illinois of illinois

university university of illinois of illinois

download the aaf logos 10 social profile variations

The approved variations of the American Advertising Federation’s logo for social profiles.

download the aaf logos 11 brand typeface

The American Advertising Federation primary weights american uses the Mont typeface in marketing bold advertising materials, social media promotions, etc. federation It may be used as a display font and as american body text. book advertising federation american light advertising federation

mont bold mont book

If you are unable to purchase the Mont typeface, you can download the free Google font, Poppins here.

purchase the mont font 12 brand colors

gray 50 gray 33 black The American Advertising Federation’s location: location: location: 0% 45% 71% brand palette includes a primary color grayscale gradient gradient that should only be paired 52°angle

with black. grayscale colors

light blue dark blue dark red red location: location: location: location: cmyk: 0,0,0,50 cmyk: 0,0,0,33 cmyk: 76,69,64,87 0% 28.5% 78.2% 100% hex: #939598 hex: #B6B8BA hex: #000006 primary gradient 40°angle

pink yellow primary secondary colors colors

cmyk: 65,0,7,0 cmyk: 96,82,24,9 cmyk: 22,93,67,10 cmyk: 1,98,97,0 cmyk: 12,95,35,0 cmyk: 3,1,80,0 hex: #2FC3E5 hex: #26467D hex: #B43449 hex: #E92729 hex: #D62F6D hex: #FDEE4F

download the colors 13 examples of usage

14 July 10, 2012

Nominating Committee ADCOLOR Awards New York, New York

Dear ADCOLOR Nominating Committee:

When asked to write a letter of support for John Osborn’s nomination for the Change Agent Award, I eagerly accepted and when I sat down to actually compose the letter, my first task was to reference various definitions of a change agent to ensure the letter was accurate.

John is anything but traditional, which has been evidenced throughout his tenure at BBDO New York and his commitment to diversity and inclusion. Several years ago, John became actively involved in the keishaindustry’s smith initiative to become more inclusive. John’s approach was very “hands-on” and tangible. He presidentwould take steps within his organization, while many others were still “meeting to discuss the next steps…” [email protected] 901.555.0123Industry organizations and institutions such as the American Advertising Federation, Howard University p.o. boxand 11869 ADCOLOR have also been positively impacted by John’s dedication. BBDO is a long-term memphis,supporter tn 38111 of the AAF’s Most Promising Minority Students programs, Mosaic Vendor Fairs, Mosaic Career aafmemphis.orgFairs and Mosaic Awards. @aafmemphis John is anything but traditional, which has been evidenced throughout his tenure at BBDO New York and his commitment to diversity and inclusion. Several years ago, John became actively involved in the industry’s initiative to become more inclusive. John’s approach was very “hands-on” and tangible. He would take steps within his organization, while many others were still “meeting to discuss the next steps…”

Sincerely,

Steve Pacheco President & CEO American Advertising Federation

15 16 17 thank you