brand identity guidelines
This Document Includes:
Brand Architecture Identity Elements Examples/Templates
Brand Identity Guidelines | Page 2
PROJECT OBJECTIVES
The primary objectives of the 2016 AAE branding initiative are to:
Develop an updated brand identity—including logo, colors, tagline and comprehensive guidelines/standards. Project a contemporary, professional image of AAE to members and external audiences. Simplify rollout of future communications and facilitate cohesion of materials.
This re-branding project will:
Other key things we heard:
• Position AAE as the innovative leader in the practice of endodontics
• AAE founded in Chicago in 1943
• Strengthen the AAE’s position as the leading global resource for knowledge and education in endodontics for the profession and the public • Create an AAE tagline that will add value and understanding of the AAE to all audiences. (note: taglines are campaign slogans, explained later) • Create an AAE “family look” to unify all communications • Create a suite of ready-to-use templates across channels • Provide a visible signal to members that AAE is advancing and also to external audiences that AAE is a modern, vital resource • Appeal to younger members to assist with recruiting efforts
• 90% of all practicing endodontists in the U.S. are members • More than 7,500 members worldwide • Educational events serve as the primary source for continuing education for members and the dental profession—and are also the primary source of income for AAE • Other endeavors of AAE include: membership events and publications, advocacy (including media relations and public/private sector involvement), public education, endorsed vendor program, public education
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B R A N D P L AT F O R M
A solid brand platform is built from the center. DESCRIPTION
• Your brand is a mixture of attributes, tangible and intangible, that create value and influence consumers. • A solid Brand Platform helps unify the experiences and attributes that customers, employees and affiliates come in contact with.
INTERNAL FA C I N G
EXTERNAL FA C I N G
REAL WORLD EXPERIENCE
YOUR BRAND
Brand architecture vision, mission, values brand positioning brand attributes
Brand identity (“look & feel”) logo, identity, tagline & voice communications & campaigns
Brand experiences (brand image) interactions & experiences with people, products & services
A brand is a mixture of experiences and attributes, both tangible and intangible.
Brand Identity Guidelines | Page 4
BRANDING COMPONENTS
To help your brand speak and act as one, you need a Unified Brand Identity. DESCRIPTION • A brand is more than a logo. • A brand is a mixture of attributes, tangible and intangible, that create value and influence consumers. • Every communication, product plan, endeavor and event should resonate with these goals and qualities—or it’s not true to the DNA of the AAE brand.
one brand vision and mission brand positioning statement brand attributes
+
one voice tagline key messaging
+
one image corporate identity graphics standards/templates print and digital communications
SECTION 1
brand architecture The components in this section help to define the AAE brand so that we can speak and act as one—to deliver a consistent, powerful brand experience.
Brand Identity Guidelines | Page 6
Core Brand Architecture Elements VISION
MISSION
C O R E VA L U E S
• Where you want to be.
• How you plan to get there.
• Things you do. Nouns.
To be a leading global resource for knowledge, research and education in endodontics for the profession, our members and the public.
The American Association of Endodontists is dedicated to excellence and quality in the art and science of endodontics and to the highest standard of patient care. The Association inspires members to pursue professional advancement and personal fulfillment through education, research, advocacy, leadership, communication and service.
Service, Respect, Education, Advocacy, Fellowship, Leadership and Courage.
• Goals, dreams and aspirations.
• What the organization does.
• The code by which a brand lives.
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B R A N D AT T R I B U T E S
The American Association of Endodontists is best described as Smart, Professional, Collaborative and Innovative.
DEFINITION Brand Attributes are adjectives that describe everything you do. If you were to describe a friend to a stranger, you might use 3-5 simple adjectives such as “friendly, honest, hard-working and outdoorsy”.
smart
professional
collaborative
innovative
These personality traits are also powerful when describing brands. They should drive the style of all your communications. As well as inform every interaction, communication, action and product/service offering.
• educational
• knowledgeable
• trustworthy, proven
• leadership, guidance
• respected, authoritative
• informative, resourceful
• service-oriented • successful
• fellowship
• networking • group
• forward thinking • advocate for change
• driven, focused • courageous
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B R A N D AT T R I B U T E S
How do AAE employees and affiliates bring the Brand Attributes to life through daily actions and interactions? AT T R I B U T E S I N A C T I O N Employees bring the brand attributes to life through daily actions. Therefore, we should help them answer these questions:
SMART
We act smart when we…
• How am I suppose to act? • What role do I play in shaping the brand image of AAE? • When will I know if I’m on the right track?
PROFESSIONAL
We are a professional organization who… C O L L A B O R AT I V E
We believe in creating a collaborative environment to… I N N O VAT I V E
We always lead the way by…
See the following pages for how these attributes get brought to life for each department:
Communications
Executive Department Professional Affairs Meeting Services Membership
Business & Finance
Information Technology Education
Foundation/Development
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B R A N D AT T R I B U T E S
Communications
SMART
We act smart when we…
PROFESSIONAL
We are a professional organization who… C O L L A B O R AT I V E
We believe in creating a collaborative environment to… I N N O VAT I V E
We always lead the way by…
• Share our expertise with other staff and serve as an internal resource. • Consider strategic connections identifying how our work impacts the efforts of the AAE. • Anticipate the needs of our members, the specialty and across the professional landscape. • Understand and work to shape outside perceptions.
• Presents a unified front through consistent and cohesive communications. • Provides excellent customer service to staff, members and the public. • Helps departments improve their messaging.
• Work as a team (with staff, members, external organizations and other stakeholders) to complete projects and achieve goals. • Find ways to continuously improve and make communications the best they can be. • Listen to others’ needs and help provide solutions. • Examine issues from various perspectives.
• Continuously searching for new ways to improve. • Embracing new technologies and capitalizing on modern ways of information gathering and sharing. • Staying current on best practices.
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B R A N D AT T R I B U T E S
Executive Department
SMART
We act smart when we…
PROFESSIONAL
We are a professional organization who…
• Make a conscious effort to stay abreast of what is going on in the field of general dentistry and endodontics. Try to become well versed in terminology to better relate to members.
• Recognize that every department serves a vital role in the organization. Seek the help of your colleagues by asking for insight, additional training and guidance when needed. Don’t waste valuable time – running in circles.
• Adapt or develop new policies that reflect change and growth for the association.
• Recognize and understand the vision and direction of the association and its leaders that can bring excellent benefits to its members and employees.
• Responds to the needs of members through knowledge and inquiry when necessary. • Understands the value of being present, conscientious, engaged and helpful. These traits benefit colleagues and members. • Welcomes all stakeholders with a positive and inviting spirit.
C O L L A B O R AT I V E
We believe in creating a collaborative environment to… I N N O VAT I V E
We always lead the way by…
• Work with our colleagues to gain a better understanding of how departments connect. Be clear in our communications to others about the role they play in working with the Executive department.
• Give credit when the collaborator has contributed a good idea, hard work or even good constructive criticism. Collaboration works best when team members are appreciated and valued.
• Find additional ways to strengthen the overall functionality of the AAE. • Interacting with an open mind and considering ideas presented to us by other departments. • Reflecting on our jobs: How can I improve the way my current position functions? What systems can I make better?
• Reflecting on ourselves: Know your current knowledge, skills and abilities and find ways to make each one better. What additional skills or training do I need to attain to help me in my current role?
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B R A N D AT T R I B U T E S
Professional Affairs
SMART
We act smart when we…
PROFESSIONAL
We are a professional organization who… C O L L A B O R AT I V E
We believe in creating a collaborative environment to… I N N O VAT I V E
We always lead the way by…
• Respond quickly to new developments in the environment, including communicating to leadership. • Build on previous work/activities of other standing/special committees. • Maintain and model a positive outlook in challenging situations.
• Values the talents and skills of colleagues. • Goes the extra mile in responding to our members. • Completes assigned tasks in a timely, error-free fashion. • Pitches in to help our colleagues in other departments.
• Always look for better/more efficient ways to do our shared work. (processes, etc) • Leverage work of other departments for the greater good of the AAE. • Work with ADA and other dental specialties on common issues.
• Seeking more effective delivery mechanisms for member benefits. • Looking for ways to increase member awareness and AAE advocacy. • Creating new content to respond to member needs.
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B R A N D AT T R I B U T E S
Meeting Services
SMART
We act smart when we…
PROFESSIONAL
We are a professional organization who… C O L L A B O R AT I V E
We believe in creating a collaborative environment to… I N N O VAT I V E
We always lead the way by…
• Incorporate best practices into our planning. • Create project timelines to stay on track. • Take the time to understand member needs. • Listen to our stakeholders before making decisions.
• Is determined to create memorable and impactful meetings and events that serve the needs of our members. • Continues to make our annual meeting the best endodontic meeting in the world. • Takes pride in our work.
• Create a team approach to deliver results. • Take advantage of all the skill sets and ideas available to us. • Engage others, share in successes and work together on areas of improvement.
• Being forward thinking and open to all ideas. • Pushing ourselves to continue to strive for perfection. • Looking for areas of opportunity to continue to have efficient processes.
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B R A N D AT T R I B U T E S
Membership
SMART
We act smart when we…
PROFESSIONAL
We are a professional organization who… C O L L A B O R AT I V E
We believe in creating a collaborative environment to… I N N O VAT I V E
We always lead the way by…
• Anticipate the needs of our members. • Thoroughly plan projects in advance with all involved staff and stick to deadlines. • Use the information we have about our members to better serve them.
• Has a primary goal of providing the best customer service to our members. • Works with members to understand their concerns/problems and create viable solutions. • Strives to understand the AAE’s activities as a whole rather than just our department’s.
• Create more unified communications. • Utilize other’s areas of expertise. • Create a team atmosphere.
• Constantly evaluating our processes and comparing to best practices. • Embracing change and new technologies that will help us to grow and improve. • Always asking ourselves how we can do better.
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B R A N D AT T R I B U T E S
Business & Finance
SMART
We act smart when we…
PROFESSIONAL
We are a professional organization who… C O L L A B O R AT I V E
We believe in creating a collaborative environment to… I N N O VAT I V E
We always lead the way by…
• Thoroughly understand GAAP “General Accepted Accounting Principles” and understand practices that need to be adhered to in financial documents. • Utilize our communication and financial skills to help others understand complex reports.
• Presents honest, trustworthy and high integrity financial documents to internal and external organizations. • Makes important financial decisions to ensure the organization responds well to competitive challenges.
• Establish strategies to understand all aspects of the organization. • Work with other non-profit organizations in areas that affect rules and regulations.
• Streamlining a business process to increase effectiveness, identify strength and development needs of the association. • Understanding the technical aspects of finance to work well with outside specialists and spot problems and opportunities.
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B R A N D AT T R I B U T E S
Information Technology
SMART
We act smart when we…
PROFESSIONAL
We are a professional organization who… C O L L A B O R AT I V E
We believe in creating a collaborative environment to… I N N O VAT I V E
We always lead the way by…
• Anticipate technology needs. • Contribute new technology ideas to support AAE strategy. • Find ways to deliver more for less. • Meet the members’ service and technology expectations.
• Responds promptly to staff and leadership. • Communicates clearly and often. • Properly documents problems and solutions.
• Engineer solutions that consider input from all departments. • Help staff meet their goals. • Provide solutions that benefit everyone.
• Providing appropriate solutions to anticipated and unanticipated needs. • Recognizing the technology trajectories and anticipating their application. • Providing meaningful enhancements to staff productivity by providing new tools.
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B R A N D AT T R I B U T E S
Education
SMART
We act smart when we…
PROFESSIONAL
We are a professional organization who… C O L L A B O R AT I V E
We believe in creating a collaborative environment to… I N N O VAT I V E
We always lead the way by…
• Have clear objectives for end products. • Anticipate the needs of our members.
• Is accessible to answer or investigate inquiries. • Considers customer service to all a top priority.
• Achieve the best outcome. • Take advantage of other department expertise.
• Listening to members/users to identify new ways to address old and new concerns.
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B R A N D AT T R I B U T E S
Foundation/Development
SMART
We act smart when we…
PROFESSIONAL
We are a professional organization who… C O L L A B O R AT I V E
We believe in creating a collaborative environment to… I N N O VAT I V E
We always lead the way by…
• Network with other non-profit organizations. • Seek professional development and educational opportunities. • Act like a cute little chameleon and adapt to our ever-changing circumstances.
• Utilizes our time efficiently. • Has minimal staffing that produces maximum output. • Projects an image of support and positivity for the endodontic specialty.
• Work in concert with the AAE for a mutually beneficial relationship. • Help set ambitious goals and exceed them. • Seek input from a wide array of partners. • Successfully complete work for both the AAE and the Foundation.
• Providing support (both financial and through community) for the future of endodontics. • Constantly re-evaluating our professional activities. • Developing new ways to serve our constituents.
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B R A N D P O S I T I O N I N G S TAT E M E N T
This is the promise you make to differentiate and focus your organization. DEFINITION
COMPONENTS TO INCLUDE
The Brand Positioning Statement is a promise your brand makes to audiences to differentiate your company from others in your marketspace.
To…
It is a sentence or two that communicates the one thing that the brand intends to own in the consumer’s mind. Brand Positioning Statements typically include: your target market, point of differentiation against key competitors and proof points. Sometimes they include your Brand Attributes.
AAE is… That… So That…
Define your target market / Who you serve
Define who you are / A frame of reference / You versus the competition What do you deliver / Proofpoints
Why it matters / The benefit to audiences / The result
EXAMPLES: • For healthy snackers, Grays Cookie is the only all-natural, low fat and sugar-free cookie that meets strict diabetic dietary restrictions so you can satisfy your cravings without affecting blood sugar levels. • To avid readers, Amazon is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon provides a combination of extraordinary convenience, low prices, and comprehensive selection. • For flower lovers who want locally grown organic flowers, the Florali is a florist that delivers beautiful bouquets of in-season flowers that, unlike FTD flowers, support local farmers and benefit the environment. • Only Harley-Davidson delivers the fantasy of complete freedom on the road and the comradeship of kindred spirits to avid cyclists.
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B R A N D P O S I T I O N I N G S TAT E M E N T
Here is AAE’s finalized Brand Positioning Statement: OBJECTIVES Be honest. Be succinct. Be memorable. Include components identified on previous page. This is a great statement to put on your website, on wall signage around the workspace, and on printed business-card handouts for employees to refer to.
A A E B R A N D P O S I T I O N I N G S TAT E M E N T
The American Association of Endodontists understands the challenges of today’s endodontists. Our members rely on our innovative education, professional development opportunities and advocacy efforts to help them achieve excellence and provide the highest levels of patient care.
Brand Identity Guidelines | Page 20
Core Messaging Elements
TA G L I N E Most taglines are temporary— a slogan that is linked to a specific ad campaign. Think McDonald’s “I’m Lovin’ It” or Apple’s “Think Different”. Some taglines represent the very essence of a brand—an honest, believable rallying call that consumers trust and employees buy in to. These have some permanence like Nike’s “Just Do It” or Mazda’s “Zoom-Zoom”. See Look & Feel examples for usage of the AAE tagline.
TA G L I N E
CORE COMPETENCY
Specialists in saving teeth.
Development. Advocacy. Education.
CORE COMPETENCY S TAT E M E N T This language helps AAE convey a defining capability or advantage that distinguishes us from other organizations. See Look & Feel examples for usage of key messaging.
These can be used as stand-alone type elements or locked-up with the logo. See next pages for examples.
SECTION 2
identity elements The AAE brand is more than just a logo—our recognition and value is reinforced through a common set of recurring visual elements, including logo usage, typography, color, photos and graphics.
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QUICK REFERENCE GUIDE
Below is a brief overview of the approved AAE brand identity elements Overview of AAE Identity Elements
AAE Logos
typeface 1: Cambria
Color Palette
The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. typeface 2: Helvetica Neue
Graphic Elements
The quick brown fox jumps over the The quick brown fox jumps over The quick brown fox jumps over the lazy dog. The quick brown fox jumps the lazy dog. The quick brown fox jumps the lazy dog. Photostyle: Situational photos that utilize pops of brand colors: Dark Blue, Turquoise, or Gold
Brand Identity Guidelines | Page 23
LOGO
This is the new AAE logo in various formats Horizontal Lockup
DEFINITION The new logo is an update to the previous AAE logo and prominently features the AAE monogram and our blue color for maximum retained brand equity. The new design emphasizes “endodontists” in the typography along with 3 iconic overlapping dots/rings that communicate integration, progress and community.
USAGE • The full-color version is the preferred or primary logo. • 1-color blue version is for when color is not an option. This logo may also be reproduced in black only. • The reverse (white) logo should be used primarily on the AAE Dark Blue color background—but may also be used over other backgrounds as long as there is sufficient contrast and readability.
Vertical Lockup
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LOGO
This is the AAE logotype when used without the symbol DEFINITION There are occasions where you may use the AAE Logotype without the dot symbol. See Brand Look & Feel examples for usage.
Brand Identity Guidelines | Page 25
LOGO
This is the new AAE logo shown with tagline Horizontal Lockup
DEFINITION The new logo is shown with the tagline in various formats.
Vertical Lockup
Brand Identity Guidelines | Page 26
LOGO
AAE logo with core competency message Horizontal Lockup
DEFINITION The new logo is shown with the core competency messaging in various formats.
Vertical Lockup
Brand Identity Guidelines | Page 27
LOGO USAGE
Follow these rules when using our logo A R E A O F I S O L AT I O N For maximum visibility and impact, keep a minimum amount of whitespace around our logo. Use a space equal to or larger than the “e” to help isolate the AAE logo from all other objects, including other logos, graphics, text blocks and page boundaries.
MINIMUM SIZE To maintain legibility of our logo, observe the minimum reproduction suggestions for the horizontal, vertical and typeonly logos shown at the right.
0.875”
0.625”
0.5”
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BRAND LOOK & FEEL: CHANNEL SPECIFIC
Logos for events, member services and other sub-brands P R I M A RY C O L O R U S A G E Color version
SUB-BRAND LOGOS
insight track
All sub-brand logos utilize a common lockup to maintain consistency across the entire AAE brand. A broad range of sub-brand logo lockups are available to acccomodate a variety of uses, including AAE events, presentations and products.
insight track communiqué
Sub-brands utilize the AAE Channel Colors. See the following pages for how subbrands utilize the logo and colors in communications.
communiqué insight trackcommuniqué insight track
O T H E R A C C E P TA B L E C O L O R VA R I AT I O N S
Color reversed
1-color AAE Blue
1-color reversed
insight track
communiqué
insight track communiqué insight trackcommuniqué insight track
communiqué
communiqué
live learning center live learning career centercenter
career centercenter live learning career center live learning center live learning center
career center
career center career center live learning center
live learning center live learning center
career center
career center
Brand Identity Guidelines | Page 29
LOGO
Other specialized AAE logo lockups R AT I O N A L E The AAE logo has a strong presence in these lockups. This logo can be used in full color or just 1-color for printed materials, window stickers and other communications.
Brand Identity Guidelines | Page 30
C O L O R PA L E T T E
AAE Brand Colors
Main Brand Colors Use these three colors as dominant colors in communications, such as general marketing and website.
DEFINITION The three main colors are Dark Blue, Turquoise and Gold. The Dark Blue color should be recognized as AAE’s main or dominant color. For 1-color documents, use black only or Dark Blue only.
Dark Blue
Turquoise
Gold
PMS 541c CMYK 100c 58m 9y 46k HEX 003C71
PMS 7711c CMYK 98c 0m 28y 4k HEX 0097A9
PMS 3975c CMYK 8c 7m 100y 25k HEX BBA600
Accent Colors Use these three colors as background colors, paper shades and patterns.
For sub-brands, use the assigned Channel Colors along with the Main Colors. See communication examples later in this deck.
Grey
Tan
Light Grey
PMS 429c CMYK 21c 11m 9y 23k HEX A2AAAD
PMS 7527c CMYK 3c 4m 14y 8k HEX D6D2C4
PMS 427c CMYK 7c 3m 5y 8k HEX D0D3D4
Channel Colors Use these colors as accents in specific communication channels, as noted to the right.
Rev3 / 020216
Public
Education & Meetings
Distance Learning
Newsletter or Member Comm
External Publications
Membership
Purple PMS 259c CMYK 67c 100m 4y 5k HEX 6D2077
Teal PMS 2400c CMYK 81c 0m 39y 0k HEX 00B2AB
Light Blue PMS 306c CM 75c 0m 5y 0kYK HEX 00B5E2
Orange PMS 2019c CMYK 11c 68m 100y 2k HEX D76D27
Red PMS 7620c CMYK 0c 95m 94y 28k HEX B7312C
Olive PMS 7746c CMYK 17c 0m 88y 39k HEX 999B30
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TYPOGRAPHY
AAE approved font families
C A M B R I A ( R E G U L A R , I TA L I C A N D B O L D ) Acceptable Substitute: Times and Times Bold
DEFINITION Consistent font usage across all communications is another important way to unify all AAE communications. If your computer does not have the main brand fonts, use only the listed substitutes.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 0123456789 H E LV E T I C A N E U E ( L I G H T 4 5 E X T E N D E D , M E D I U M 6 5 E X T E N D E D , L I G H T 4 5 , M E D I U M 6 5 , O R B O L D 7 5 ) Acceptable Substitute: Arial and Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 0123456789
Brand Identity Guidelines | Page 32
TYPE USAGE
Suggested headline and body type styles FONTS/TYPE STYLES
VISUAL EXAMPLE
HEAD 1 Cambria Regular Dark Blue
New brand for AAE16 revealed
DEFINITION These suggested headline and body type styles will make it easier for you to create brandcompliant communications as well as speed up creation of marketing items. Think of these as proportional relationships. You will need to adjust point sizes across your documents.
HEAD 2 Helvetica Neue Light 45 Dark Blue
About AAE
NOT A MEMBER?
HEAD 3 Helvetica Neue Bold 75 Black or Turquoise
Unveiled at AAE16, the new brand will help better serve the needs of our members and public education.
BODY 1 Helvetica Neue Roman 55 Black Put 1/2 a linespace between paragraphs
New paragraph unveiled at AAE16, the new brand will help better serve the needs of our members and public education.
HEAD 4 Helvetica Neue Bold 75 Dark Blue
Learn more >>
BODY 2 (SMALL TEXT) Helvetica Neue Roman 55 Black
AAE Resource: This is a tremendous victory for military dentists who are not only tasked. Cest, aligenis ea esecta sunt mi, alit, officat ut am reperum que sum, susamendebis ad ex exc.
Brand Identity Guidelines | Page 33
PHOTOGRAPHY
AAE approved photo style DEFINITION
LIFESTYLE
CLINICAL
ADVOCACY
E D U C AT I O N
Photos should be simple, honest and approachable— professionally shot whenever possible.
Stock images are a good resource for general use images, including patient, affiliates or situational.
These are images already in AAE’s library—many do not fit the new
These images should show business and governmental settings.
These images should reflect a spirit of learning and development.
It is best if a dominant item in the composition utilizes one of our Main Brand Colors (Dark Blue, Turquoise or Gold).
photo style.
brown foxover the lazy dog. jumps Color Palette the lazy dog.
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OTHER GRAP H I C SHelvetica Neue typeface 2:
Graphic Eleme
Graphic Elements foxAAE graphic elements The quick brown fox jumps over the fox dog. jumps over the zy lazy dog. n fox quickover brown fox jumps over wnThe fox jumps azy thedog. lazy dog. DEFINITION
Strong brands utilize a common, unified look and feel to all communications, including style of supplemental graphics. This strengthens effectiveness of marketing and maximizes budgets across channels.
development advocacy
x jumps over the lazy dog. The quick brown fox jumps ox jumps the lazy Graphic dog. Elements
education
over the lazy dog. The quick brown fox jumps the lazy dog. 3 large dots look best when scaled up and bleeding off an edge of the piece. See examples.
large colored dots in communications relate to the AAE logo
dots used for various messaging such as core competency
dots bleeding off the edge of a cover
ps over the that utilize pops of brand colors: Dark Blue, Turquoise, or Gold Pattern relates to the outline rings—and can be used large or small in grey, main brand colors, or one of the sub-brand colors.
Photostyle: Situational photos that utilize pops of brand colors: Dark Blue, Turquoise, See final page in this document for other examples of these graphics in use on AAE communications.
umps over
ver the lazy dog. the lazy dog.
large outline dot pattern—looks best when bleeding off an edge
pattern used large over one of our grey colors
pattern used small and ghosted over one of our sub-brand colors
SECTION 3
examples/templates A consistent style for all communications strengthens the AAE brand and helps
make all marketing more successful. Refer to the following examples when preparing documents to maintain brand compliancy.
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S TAT I O N E RY K I T
LETTERHEAD & BUSINESS CARDS Letterhead: basic and full list of contacts shown Business card uses the Core Competency messaging on the back of card
www.aae.org
www.aae.org
211 E. Chicago Ave.
211 E. Chicago Ave.
Phone: 800-872-3636
Phone: 800-872-3636
Suite 1100
Suite 1100
Chicago, IL 60611-2691
Chicago, IL 60611-2691
Fax: 866-451-9020
Fax: 866-451-9020
Layouts for Memo Pad, Envelopes and Mail Label to be shown later
Executive Committee Terryl A. Propper DDS, MS
President
Linda G. Levin DDS, PhD
President-Elect Garry L. Myers DDS
Vice President Keith V. Krell DDS, MS, MA
Secretary
Patrick E. Taylor DDS
Treasurer
Robert S. Roda DDS, MS
Louis E. Rossman, D.M.D. President 211 E. Chicago Ave. Suite 1100
Immediate Past President Trina R. Andersen Acting Executive Director
development
advocacy
education
Chicago, IL 60611-2691 Phone: 800-872-3636
[email protected]
business card front & back letterhead
letterhead with board
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S TAT I O N E RY K I T www.aae.org 211 E. Chicago Ave. Suite 1100
Chicago, IL 60611-2691 Phone: 800-872-3636 Fax: 866-451-9020
www.aae.org
M E M O PA D , ENVELOPE AND MAIL LABEL
211 E. Chicago Ave. Suite 1100 Chicago, IL 60611-2691 Phone: 800-872-3636 Fax: 866-451-9020
These compliment the letterhead and business cards
mail label
211 E. Chicago Ave. Suite 1100 Chicago, IL 60611-2691
memo pad
#10 envelope
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BROCHURES AND MARKETING
BROCHURE AAE communications should emphasize the Dark Blue color, feature our logo, and also integrate the 3 dots/rings, typefaces and other approved graphic elements. Clean, open layouts with abundant whitespace, key takeaways and large headlines is preferred to appeal to modern readers who are short on time.
title goes here example DECEMBER 2015
2 5 7 8
AAE Presidential Profile: Terry A. Propper, D.D.S, M.S. Unlocking the Power of Internet Marketing
Generating More Referrals This Year AAE15: Exploring New Frontiers
12
Digital Advancements Impact COD’s Approach
13
Why I Serve: Nava-Fathi, D.D.S.
14
The AAE Foundation’s Path to Success
16
Member News
16
Filing Medical Claims and ICD-10
cover
Some large callout example shown here. Adendacii senatquam ia videssi cus cone num et ia rem aperena, nihilina, pra? Lustraesis. Lus condamdium tem partarena, imum notam es vervivi ssilnequam, pre adduconsulem quis niri inam, visse quam nihinate, quodi, ellat, cores? is spere quam aucien te ad int? Gite, nulabes issultusa intemus timihica simus orarendum etem temordi entus. Serei simpest ilneriorei et graequem publiciam inatu cons enter pratum publii seniu mul cus det aci cre merisquo publine facchus, silin taresin gultorurnu initiae publicae inat vehebes sena,
large headline example shown here
SIDEBAR AAE Presidential Profile: Terry A. Propper, D.D.S, M.S. Unlocking the Power of Internet Marketing Generating More Referrals This Year
AAE Membership Benefits
AAE15: Exploring New Frontiers
In addition to the wealth of knowledge and breadth of resources made available, AAE members benefit from being part of the larger organization that is shaping the future of the specialty—on a global scale.
Digital Advancements Impact COD’s Approach Why I Serve: Nava-Fathi, D.D.S. The AAE Foundation’s Path to Success
The AAE offers a rich assortment of benefits designed, and continuously developed, to assist our members in: • Starting, developing and running a successful practice. • Remaining abreast of the latest in scientific and technological
sidebar info Member News Digital Advancements Impact COD’s Approach Why I Serve: Nava-Fathi, D.D.S. The AAE Foundation’s Path to Success
EXCLUSIVE ACCESS • Access to the Journal of Endodontics and archived copies • Subscription to the Communiqué, The Diplomate and Foundation FOCUS newsletters • Inclusion in the print and online membership directory • Members Only website area
sidebar info Member News Digital Advancements Impact COD’s Approach Why I Serve: Nava-Fathi, D.D.S. The AAE Foundation’s Path to Success
aae.org
|
Page 7
sample spread
Brand Identity Guidelines | Page 39
BROCHURES AND MARKETING
Something Header Here | Page 2
2 - S I D E D F LY E R Important Callout
Templates for flyer, informational handout or sell sheet.
The AAE offers a rich assortment of benefits designed, and
If possible, keep the front visually impactful with only key take-aways and important information.
major callout or headline
headline example shown in this space AAE Membership Benefits
F LY E R S U B H E A D
In addition to the wealth of knowledge and breadth of resources made available, AAE members benefit from being part of the larger organization that is shaping the future of the specialty—on a global scale.
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Lautatem oluptaquis autas del inihic tem latia necaborunte nis a nitio exceria nis res as auda di dolorum fugias unt. Undisti atemporiorum fugit ut od quiduciunt, quame volut autesent adio veligen ditempe nestem estemporae.
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211 E. Chicago Ave. Suite 1100 Chicago, IL 60611-2691 www.aae.org
SUBHEAD HERE
ANOTHER SUBHEAD
• Access to the Journal of Endodontics and archived copies
• Inclusion in the print and online membership directory
• Subscription to the Communiqué, The Diplomate and Foundation FOCUS newsletters
front
• Members Only website area
• Members Only website area • Endodontics and archived copies • Subscription to the Communiqué, The Diplomate and Foundation FOCUS newsletters
sidebar Member News Digital Advancements Impact COD’s Approach Why I Serve: Nava-Fathi, D.D.S. The AAE Foundation’s Path to Success
sidebar info Member News Digital Advancements Impact COD’s Approach Why I Serve: Nava-Fathi, D.D.S. The AAE Foundation’s Path to Success Ulla et molum nistrum fugiandestio es ratur minctorum est aut latiundae aritatus eumqui cusci voluptate premporem fuga. Nam es est, te sunt. Harchil igenis nihic tempore labo. Et ut isin nullaces vendi
sidebar info Member News Digital Advancements Impact COD’s Approach Why I Serve: Nava-Fathi, D.D.S. The AAE Foundation’s Path to Success
ForAdditional Information: Call our Membership Department at 312-123-4567 or go online to www.aae.org/membership
back
Brand Identity Guidelines | Page 40
P R E S E N TAT I O N S
SECTION 2
title goes here example
POWERPOINT Utilize cover sheet and section breaker pages for opportunities to utilize a lot of the brand color and graphics. Content pages should be open and inviting without too much content crowding the page.
major callout or headline
P R E S E N TAT I O N S U B H E A D January 12, 2016 Terryl A. Propper, D.D.S., M.S., Board President
cover divider
Presentation Name in Header | Page 3
Presentation Name in Header | Page 5
headline example shown in this space
another longer headline example shown in this space Subhead Example
Another Subhead Example
In addition to the wealth of knowledge and breadth of resources made available, AAE members benefit from being part of the larger organization that is shaping the future of the specialty—on a global scale.
In addition to the wealth of knowledge and breadth of resources made available, AAE members benefit from being part of the larger organization that is shaping the future of the specialty—on a global scale.
AAE members benefit from being part of the larger organization that is shaping the future of the specialty—on a global scale. In addition to the wealth of knowledge and breadth of resources made available, AAE members benefit from being part of the larger organization that is shaping the future of the specialty—on a global scale.
AAE Membership Benefits
sidebar info • MIt, temquisciis am ulluptas utatum quatibus et int et laborit, occus. • Onse porpore perrum rendem facest ut voluptatem expliquo volorerores eriorepudi • Arectate mpereiur ab ipsumet ut volupta musame nobitiissi ad molor moluptas eossit oditi omnitint
typical content page
Lautatem oluptaquis autas del inihic tem latia necaborunte nis a nitio exceria nis res as auda di dolorum fugias unt. Undisti atemporiorum fugit ut od quiduciunt, quame volut autesent adio veligen ditempe nestem estemporae. AAE members benefit from being part of the larger organization that is shaping the future of the specialty—on a global scale.
I M P O R TA N T CALLOUT ANOTHER FA C T O I D K E Y TA K E A W AY
Lautatem oluptaquis autas del inihic tem latia necaborunte nis a nitio exceria nis res as auda di dolorum fugias unt. Undisti atemporiorum fugit ut od quiduciunt, quame volut autesent adio veligen ditempe nestem estemporae.
typical content page
AAE members benefit from being part of the larger organization that is shaping the future of the specialty—on a global scale.
Brand Identity Guidelines | Page 41
Home Page: Professionals
WEBSITE Careers In Endodontics
Education
Practice Management
Mockup of home page using AAE brand identity elements
Publications & Research
View Patient Area
Member Center
|
Clinical Resources
Search
|
About AAE
MEMBER LOGIN user name
password
Remember Me
Landing Page
GO
Forgot Password?
Not a member? Join today.
New brand for AAE16 revealed
Unveiled at AAE16, the new brand will help better serve the needs of our members and public education.
I am…
Learn more
A Patient
<< FOLD
An Endodontist or Dental Professional
Serving the Specialty The American Association of Endodontists understands the challenges of today’s endodontists. Our members rely on our innovative education, professional development opportunities and advocacy efforts to help them achieve excellence and provide the highest levels of patient care.
RELATED ORGANIZATIONS: Foundation for Endodontics >>
Meetings >>
QUICK LINKS Live Learning Center >> Career Center >>
JOE >>
Communiqué >>
American Board of Endodontics >>
CORPORATE PARTNERS: Click to learn more about support opportunities. >> << FOLD
About the AAE The American Association of Endodontists is a global resource for knowledge, research and education for the profession, members and the public. Endodontists are specialists in saving teeth, committed to helping you maintain your natural smile for a lifetime. They partner with your general dentist to deliver optimal dental patient care.
Copyright © 1995-2016 American Association of Endodontists (AAE), All Rights Reserved
Journal of Endodontics
Dental Resources
Dental News
Ranks of Army and Air Force Chief Dental Officers to Remain Two Stars >> “This is a tremendous victory for military dentists who are not only tasked…
Ranks of Army and Air Force Chief Dental Officers to Remain Two Stars >> “This is a tremendous victory for military dentists who are not only tasked…
Ranks of Army and Air Force Chief Dental Officers to Remain Two Stars >> “This is a tremendous victory for military dentists who are not only tasked…
Ranks of Army and Air Force Chief Dental Officers to Remain Two Stars >> “This is a tremendous victory for military dentists who are not only tasked…
Ranks of Army and Air Force Chief Dental Officers to Remain Two Stars >> “This is a tremendous victory for military dentists who are not only tasked…
Treatment Planning: Retention of Natural Dentition and Stars >> This is a tremendous victory for military dentists who are not only tasked…
Privacy Policy | Terms and Conditions | Contact
landing page What does the launch of a new brand mean for AAE? >>
Celebrate AAE’s Award Winners being honored at AAE16. >>
Copyright © 1995-2016 American Association of Endodontists (AAE), All Rights Reserved
home page: professionals
Meet your 2016-2016 AAE President Dr. Linda G. Levin. >>
Download the newest Colleagues. >>
Privacy Policy | Terms and Conditions | Contact
Brand Identity Guidelines | Page 42
WEBSITE
Typical Content Page
Mockup of home page using AAE brand identity elements
Careers In Endodontics
Home Page: Patients
MyAAE
|
Dental Symptoms
Treatments and Procedures
Your Office Visit
Post Treatment Care
Tooth Saving Tips
|
Logout
View Professionals Area
|
Search
|
city OR
FAQs
FIND AN ENDODONTIST IN YOUR AREA
GO
Search
|
About AAE
In addition to the wealth of knowledge and breadth of resources made available, AAE members benefit from being part of the larger organization that is shaping the future of the specialty—on a global scale.
state zip code
|
Clinical Resources
AAE Membership Benefits
Renewal and Reinstatement
FIND AN ENDODONTIST IN YOUR AREA
Member Center
Home > Join AAE > AAE Membership Benefits
AAE Membership Categories MyAAE
Publications & Research
View Professionals Area
AAE Membership Benefits
Myths About Root Canals
Practice Management
Logout
MEMBER CENTER
Why Choose an Endodontist
Education
The AAE offers a rich assortment of benefits designed, and continuously developed, to assist our members in: • Starting, developing and running a successful practice. • Remaining abreast of the latest in scientific and technological developments. • Navigating the changing patient and practice environments.
Advanced Search city
Popular Search Cities Atlanta | Boston | Chicago | Los Angeles | Houston | New York | Philadelphia | San Francisco | Seattle | Washington D.C.
state OR zip code
Root Canal Awareness Week
GO
<< FOLD
Advanced Search AAE Members Categories Membership Directory
Text here ovit harci pides arundun delitatio voluptatio. Nequam exem. Learn more
EXCLUSIVE ACCESS • Access to the Journal of Endodontics and archived copies • Subscription to the Communiqué, The Diplomate and Foundation FOCUS newsletters • Inclusion in the print and online membership directory • Members Only website area
<< FOLD
Specialists in Saving Teeth All endodontists are dentists, but less than three percent of dentists are endodontists. While your general dentist is like a family doctor, great for regular cleanings, check-ups and general oral health, endodontists have at least two years of additional education to become experts in performing root canal treatment and diagnosing and treating tooth pain.
Videos >>
Tooth Pain >>
QUICK LINKS Abscessed Tooth >> Cracked Teeth >>
Copyright © 1995-2016 American Association of Endodontists (AAE), All Rights Reserved
Post Treatment Care >>
typical content page
An important news item would go in this space. >>
What is a root canal or endodontic procedure? >>
Copyright © 1995-2016 American Association of Endodontists (AAE), All Rights Reserved
home page: patients
Don’t let root canal myths prevent you from seeking care. >>
Are you experiencing dental pain or discomfort? >>
Privacy Policy | Terms and Conditions | Contact
Privacy Policy | Terms and Conditions | Contact
Brand Identity Guidelines | Page 43
January 2016
E-NEWSLETTER
Member Newsletter
Digital communications, including e-newsletters and ads, should also utilize the approved AAE brand look.
advance your practice one step at a time FEBRUARY 5–7, 2015
The American Association of Endodontists understands the challenges of today’s endodontists. Our members rely on our innovative education, professional development opportunities and advocacy efforts to help them achieve excellence and provide the highest levels of patient care. Uptae nietur a cumendis simin consenist, in comniet laboresseque a aliqui cus abo. Ut optas autaqui tes se esequia conectio ipicia dolorest aut denda de sit autem repratur aut ad molestibus eicia idunt iunt.
another important story headline example FEBRUARY 5–7, 2015
The American Association of Endodontists understands the challenges of today’s endodontists. Our members rely on our innovative education, professional development opportunities and advocacy efforts to help them achieve excellence and provide the highest levels of patient care.
American Association of Endodontists (AAE), All Rights Reserved
Brand Identity Guidelines | Page 44
POSTCARDS
DIRECT MAIL Even small communications like postcards should reinforce the approved AAE brand look. See next page for additional postcard examples that utilize the AAE sub-brand colors.
subhead example
headline here call to action
Practice Management
Insight Track: Practice Management Feb 5–7, 2015 Advance your practice and enhance patient care
register at aae.org
postcard fronts
subhead example
headline here
earn 12 CE hours in
canyon resort Park City, Utah
subhead example
headline here • An important detail here
• An important detail here
• Hendae consed quidentem quis et ut explitaquia con con perspis ent volendae non core velecero
• Hendae consed quidentem quis et ut explitaquia con con perspis ent volendae non core velecero
• Peste mpernam veribeaquam reptat faceped
• Peste mpernam veribeaquam reptat faceped
• Aquam eleseque plibus con nullitatibus
call to action here
• Aquam eleseque plibus con nullitatibus
postcard back
February 5–7, 2015 Advance your practice and enhance patient care—one topic at a time.
register now aae.org
Brand Identity Guidelines | Page 45
GRAPHIC COMPONENTS FOR MAIN AND SUB-BRANDS
COLOR COMPONENTS
advance your practice and enhance patient care one step at a time FEBRUARY 5–7, 2015 CANYONS RESORT PARK CITY, UTAH
A FLEXIBLE IDENTITY SYSTEM AAE seeks a common visual approach for all communications. This matrix shows how you can maintain consistency through use of color, photos and graphics. Although consistency is the goal, there is a lot of flexibility baked in to the system by giving you many components to choose from when building communications. These components include brand colors, circle shapes, photos, typography and pattern. Use any 1 item or a combination of those components, as illustrated at right.
EARN UP TO 12 CONTINUING EDUCATION HOURS
insight track
advance your practice and enhance patient care one step at a time insight track
insight track
A. Blue Background + Channel Stripe + Outline Dots insight track insight track
CANYONS RESORT PARK CITY, UTAH FEBRUARY 5–7, 2015 Earn up to 12 continuing education hours Register at aae.org
insight track
advance your practice insight track and enhance patient care one step attrack a time insight insight track
insight track
CANYONS RESORT PARK CITY, UTAH FEBRUARY 5–7, 2015
Earn up to 12 continuing education hours Register at aae.org
insight track C. Channel Color Background + Colored Dots
B. White Background + Colored Dots
February 2, 2016 Earn up to 12 continuing education hours
EARN UP TO 12 CONTINUING EDUCATION HOURS
insight track
A. B lue Background + Channel Stripe + Outline Dots insight track + Image in Dot insight track
EARN UP TO 12 CONTINUING EDUCATION HOURS
insight track
A. B lue Pattern Background + Channel Stripe insight track + Outline Dots insight track
advance your practice, enhance patient care, insight track one step at a time
CANYONS RESORT PARK CITY, UTAH FEBRUARY 5–7, 2015
insight track
Earn up to 12 continuing education hours
insight track
Register at aae.org
insight track
B. White Background + Colored Dots + Image in Dot
C. Full Photo Background + Colored Dots
insight track
insight track
CANYONS RESORT PARK CITY, UTAH
advance your practice and enhance patient care one step at a time
insight track
Earn up to 12 continuing education hours
insight track
D. Channel Color Background + Outline Dots
insight track
insight track advance your practice and enhance patient care one step attrack a time insight insight track
CANYONS RESORT PARK CITY, UTAH
February 2, 2016 Earn up to 12 continuing education hours
D. C hannel Color Background + Outline Dots + Image in Dot
insight track
PAT T E R N C O M P O N E N T S
CANYONS RESORT PARK CITY, UTAH
advance your practice and enhance patient care one step at a time insight track
insight track
FEBRUARY 5–7, 2015
FEBRUARY 5–7, 2015
+ Image in Dot
insight track
CANYONS RESORT PARK CITY, UTAH
advance your practice and enhance patient care one step at a time CANYONS RESORT PARK CITY, UTAH
CANYONS RESORT PARK CITY, UTAH
insight track
PHOTO COMPONENTS
FEBRUARY 5–7, 2015
insight track advance your practice and enhance patient care one step attrack a time insight
advance your practice and enhance patient care one step at a time
February 2, 2016 Earn up to 12 continuing educationinsight hours track
insight track insight track insight track
B. Light Grey Pattern Background + Colored Dots
CANYONS RESORT PARK CITY, UTAH
advance your practice and enhance patient care one step at a time
insight track
February 2, 2016
Earn up to 12 continuing insight track education hours
insight track insight track
C. Channel Color Pattern Background + Colored Dots
advance your practice and enhance patient care one step at a time FEBRUARY 5–7, 2015
CANYONSinsight RESORTtrack PARK CITY, UTAH
EARN UP TO 12 CONTINUING EDUCATION HOURS
insight track
insight track
D. Medium Grey insight trackPattern Background + Outline Dots
