AAM Brand Book
American Alliance of Museums Brand Standards
Contents Who we are Our beliefs Guidelines Our logo Our stationery Our colors Our fonts Our illustration assets Our photography Collateral examples 04 10 20 24 48 56 60 66 72 76 2
3 Who we are 3
4 Our Story Since 1906, the American Alliance of Museums (The Alliance) has been helping to develop standards and best practices, providing advocacy and gathering knowledge for the entire museum community. A 501(c)(3) public charity, the Alliance is a member-based organization with broad-based departments and programs including the Accreditation and Museum Assessment Program, Museums Advocacy Day, AAM Annual Meeting & Museum Expo, Museum Magazine, the Center for the Future of Museums and AAM Press. The Alliance also offers professional development, publishes professional literature, and increasingly works internationally. We believe Museums strengthen communities. They educate and inspire, nourish minds and spirits, and enrich lives. 4
5 Knowledgeable Collaborative Creative Transparent Idealistic Courageous Innovative Credible Influential Inclusive United Thought Leaders Authoritarian Independent Traditional Private Elite Restrained Conventional Imposing Passive Exclusive Fragmented Information Providers We Are More Than
6 Beliefs We believe Museums strengthen communities. They educate and inspire, nourish minds and spirits, and enrich lives. We believe active participation in the global community and embracing international perspectives is central to our core mission. We believe the museum experience is characterized by encounters with real objects and primary learning experiences, in a positive place, supported by scholarship and knowledge. We believe collaboration is important to advancing the museum field. We are strengthened through relationships with people, museums, communities and other organizations. We believe our strength lies in our diversity among the broad range of people and museums we represent. Values Integrity We value honesty and ethical behavior in all that we do. We are accountable and responsible for our decisions and actions. Openness We are committed to transparency in our operation and communicate truthfully about our efforts and activities. Creativity We envision what might be, encourage innovation, tolerate ambiguity, and understand that the risk of failure is inherent in the creative process. Courage We strive to do the right thing by being proactive, valuing criticism, accepting tension, and taking risks. Inclusiveness We seek out and embrace diversity of participation, thought, and action. Excellence We value the highest quality in everything we do and how we do it. 6
7 Organization Professionals Support Public Audience segmentation To effectively communicate how the Alliance can help all potential members, the targeted audience was segmented into three factions based on their similarities. The Alliance brand message can then be supported with a concise copy targeted directly to the needs of each individual group. The audience breakdown is as follows and is prioritized within each segment: ∙ Museums ∙ Corporate Sponsors ∙ Grant Makers ∙ Other Associations ∙ Legislators/Policy Makers ∙ Museum Professionals ∙ Future Professionals ∙ Media Professionals ∙ Donors & Trustees ∙ Museum Advocates & Volunteers ∙ Researchers ∙ Teachers & Educators ∙ Patrons & Museum-goers ∙ K-12 & Higher Education Students Organization Professionals Public
8 Our beliefs
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10 10
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12 12
13 Guidelines
14 Visual references The American Alliance of Museums identity uses several visual references as emotional touchstones for the viewer. The references are fairly abstract and the impact is subtle but strong.
15 Weave pattern Strength through unity , collaboration and cooperation . The structure is transparent, not hidden. The emerging pattern is contemporary and can be leveraged for other brand artwork. Color Introducing color infers diversity, collaboration and creativity. Allows for a wide palette to be used with the brand. 15
16 16 Our logo The American Alliance of Museums logo unites these concepts of group strength and diversity though the colorful weave design. The clean and uniform rounded corners and angled lines gives this mark a very contemporary feel.
17 1X .5X .5X .5X .5X Clearance space The width of the weave logo 1X is the basis for spacing the lockup. .5X is the minimum requirement for clearance space.
18 The full color logo (regular or knockout) should be the version that is primarily used on all materials. Full black is available for faxes and gray is suggested for black and white jobs. The white knockout should be used when the logo is placed atop one of the brand colors. 01 Full color Logo variations & presentations
19 19 02 Full color knockout 04 Gray 05 Black 03 White Knockout
20 Logo misuse It can be easy to use the Alliance logo in an incorrect fashion. Here are several ways that the logo should not be used. The logo may not be rotated or distorted. A color logo must use the approved color array as described on page 28.
21 All non-colored areas of the full-color knockout logo must be white. The logo must not be placed over any photo or image The full color knockout logo must not be placed on any colored background that is not PMS 3165. A two-tone logo must have the gaps in place of the shadows.
22 Champion Museums. Nurture Excellence. The Alliance tagline "Champion Museums. Nurture Excellence." projects a balance of the strength and openness that the brand embodies. Its brevity, directness, simplicity and timelessness reinforces the Alliance messaging. Logo is not required to appear with tagline. Our logo with tagline
23 .5X .5X .5X .5X Champion Museums. Nurture Excellence. .25X 1X Logo and tagline clearance space The width of the weave logo 1X is the basis for spacing the lockup. .5X is the minimum requirement for clearance space. The tagline is a .25X drop from the logo. The tagline is not to be altered or abbreviated under any circumstances.
24 The full color, sub-brand logo (regular or knockout) should be the primary version that is used on relevant materials. Full black is available for faxes and gray is suggested for black and white jobs. The white knockout should be used when the logo is placed atop one of the brand colors. 01 Full color Sub-brand logos Primary treatment Sub-brand with Two Lines Sub-brand
25 01 White Knockout 02 Gray 03 Black Sub-brand with Two Lines Sub-brand with Two Lines Sub-brand with Two Lines Sub-brand Sub-brand Sub-brand
26 26 01 Full color The full color, sub-brand logo (regular or knockout) should be the version that is used —on relevant materials— where positioning with the Alliance is paramount . Full black is available for faxes and gray is suggested for black and white jobs. The white knockout should be used when the logo is placed atop one of the brand colors. Sub-brand logos Secondary treatment with 1 line Sub-brand
27 Sub-brand 05 Full color knockout 02 Gray 03 Black 04 White Knockout Sub-brand Sub-brand Sub-brand
28 01 Full color The full color, sub-brand logo (regular or knockout) should be the version that is used —on relevant materials— where positioning with the Alliance is paramount . Full black is available for faxes and gray is suggested for black and white jobs. The white knockout should be used when the logo is placed atop one of the brand colors. Sub-brand logos Secondary treatment with 2 lines Sub-brand with 2 Lines
29 Sub-brand with 2 Lines 05 Gray 02 Full color knockout 03 White knockout 04 Black Sub-brand with 2 Lines Sub-brand with 2 Lines Sub-brand with 2 Lines
30 The full color, Accredited Museum emblem (regular or knockout) should be the primary version that is used on relevant materials. Full black is available for faxes and gray is suggested for black and white jobs. The white knockout should be used when the logo is placed atop one of the brand colors. Accredited Museum emblem 01 Full color
31 02 Black 05 Full color knockout 03 White knockout
32 The logo may not be rotated or distorted. A color logo must use the approved color array as described on page 36-40. A two-tone logo must have the gaps in place of the shadows. It can be easy to use the Sub-brand logo's in an incorrect fashion. Here are several ways that the logo should not be used. Refer to page 29 for additional guidelines. Sub-brand logo misuse
33 The black "Weave" logo and the AAM Press logo are the elements that need to be incorporated into Alliance published materials. Logo usage on Alliance published books The AAM Press 01 Weave logo 02 AAM Press logo
34 Alliance "Weave" logo must be placed centered at bottom of the spine. Minimum spine width: 0.5" 1X .5X .5X .5X BOOK TITLE AREA The AAM Press The AAM Press logo must appear below book title on inner title page. The placement should mimic the proportions shown above. The Alliance weave logo must be placed at the bottom of the book spine. The spine must have a width of 0.5" wide or larger. If the spine is narrower than 0.5", the Alliance weave logo must not be used.
35 Business card layout Format is standard US business card, 3.5” x 2” inches. There is a front and back design to the card. The back side is identical across all cards.
36 Business card front The information always follows a uniform layout. The order should be as follows: 1. Name 2. Title 3. American Alliance of Museums 4. Email 5. Phone/Fax 6. Address 7. Web address Ford W. Bell, DVM President American Alliance of Museums [email protected] T 555.555.5555 (direct) | F 555.555.5555 1575 Eye Street NW, Suite 400 Washington DC 20005 www.aam-us.org 0.3125“ 0.625“ 0.625“ All elements are centered vertically Realist Bold | 10pt | 12 pt Leading Realist Bold | 8pt | 9.6 pt Leading Realist Semi-Light | 8pt | 11 pt Leading Champion Museums. Nurture Excellence All elements are centered horizontally. 1.75" 0.5" 0.75" 0.175" Realist Semi-Light | 9pt | PMS Cool Gray 4 Business card back The back side of the business cards consists of the Alliance logo and the "Champion Museums. Nurture Excellence." tagline. Realist Bold | 8pt | 16 pt Leading Realist Bold | 8pt | 11 pt Leading
37 The letterhead has a clearly defined layout. The logo also has a fixed location, as do the sender reference in the header and the complete corporate data in the footer. Letterhead layout
38 Ford W. Bell, DVM President [email protected] T 202.289.9110 (direct) 1575 Eye Street NW, Suite 400 | Washington DC 20005 | T 555.555.5555 | F 555.555.5555 | www.aam-us.org 0.5“ 0.5“ 0.5“ 2“ 0.5“ Realist Semi-Light | 8pt | 11 pt Leading Realist Bold | 8pt | 11 pt Leading Realist Bold | 10pt | 12 pt Leading Realist Bold | 9pt | 12 pt Leading Realist Semi-Light | 9pt | 12 pt Leading 2“ Header The sender reference always follows a uniform layout. The order should be as follows: 1. Logotype 2. Name/Position/Email/Phone (Executive stationery only) Footer The sender information always follows a uniform layout. The order should be as follows: 1. Street address 2. City/State/Zip 3. Telephone 4. Fax 5. Website address Realist Bold | 9pt | 12 pt Leading
39 Format is standard #10 envelope layout. Consists of very simple Alliance branding. #10 envelope layout
40 0.3125" 0.3125" Envelope front The information always follows a uniform layout. The order should be as follows: 1. Alliance logo 2. Address 1.75"
41 Watermark use The watermark should only be used in conjunction with the Alliance logo as a small, tertiary detail acting only as an aesthetic layer to photography, digital and collateral pieces.
42 Photography 02 Gray Web 01 White knockout Collateral 02 Gray 40% opacity Jo n Content hed ne Sed ut perspcts unde omns ste ntus error st voupttem ccusn- tum doorem ue udntum totm rem perm e ue ps ue o nventore vertts et us rchtecto ete vte dct Re d more Content hed ne Sed ut perspcts unde omns ste ntus error st voupttem ccusn- tum doorem ue udntum totm rem perm e ue ps ue o nventore vertts et us rchtecto ete vte dct Re d more Amercn Ance of Museums 1575 Eye Street NW Sute 400 Wshnton DC 2005 202-289-1818 Contct Us Foow us on Twtter Fnd us on Fce ook Copyrht Sttement Prvcy Pocy Terms of Use S der hed ne Sed ut perspcts unde omns ste ntus error st voupttem Re d more S der hed ne Sed ut perspcts unde omns ste ntus error st voupttem Re d more S der hed ne Sed ut perspcts unde omns ste ntus error st voupttem Re d more About AAM Bookstore Marketplace Careers Login What We Do | Professional Resources | Advocacy | About Museums | Memberships | Donate Hed ne spce Sed ut persp c t s€ unde omn s ste ntus error s t voupttem‚ Donte Renew H „h Nv „t on Su Nvton 1 Su Nvton 2 Su Nvton 3 Su Nvton 4 H „h Nv „t on Su Nvton 1 Su Nvton 2 Su Nvton 3 Su Nvton 4 H „h Nv „t on Su Nvton 1 Su Nvton 2 Su Nvton 3 Su Nvton 4 Join us for the PRAM Mid-Atlantic Summit with Donna J. Keren, senior vice president for research & analysis from NYC & Company discussing "Understanding Cultural Tourists and Cultural Audiences" and new survey information about the decision-making process of cultural tourists visiting our region. George Wachtel, president, Audience Research & Analysis presents "Matching Research Methods to Marketing Goals" and will discuss the latest research tools to help understand and track visitors and potential visitors. The program will begin with a viewing of Monet's Garden. The New York Times says " The first step in is a stunner." Program concludes with light refreshments and networking with colleagues. An optional, informal dinner will follow at Docks Oyster Bar in Manhattan (20 min from NYBG) for those looking for additional networking opportunities and a chance to discuss the topics from the summit. This dinner is not included in the registration price. Please RSVP to Grace Rapkin by May 29. For directions to The New York Botanical Garden, visit nybg.org. 2012 PRAM Mid-Atlantic Regional Summit 05/30/2013 Registration Information AAM Member: Free Register Today Non-member: $90 (includes a one-year Professional member- ship to AAM) Contct Us Foow us on Tw tter F nd us on Fceook Copyr ht Sttement Pr vcy Po cy Terms of Use Amer cn A nce of Museums 1575 Eye Street NWƒ Su te 400ƒ Wsh nton DC 2005 202-289-1818 01 White knockout 02 Gray 03 Gray 40% opacity 04 Full color 3% opacity (background) Only use placed over PMS 3165 and oversized so that the logo is viewed purely as texture. Use sparingly. 42
43 Color usage The American Alliance of Museums color palette is expansive and can be used to express a variety of emotions. Combining these versatile colors correctly is key to maintaining a cohesive brand. PMS 3165 This rich blue-green tone is the core color of the Alliance. It is stable and complex and soothing to the eye. It pairs well with any of the other brighter colors in the palette. Any greys should be converted to white before being placed atop this color.
44 Complete palette Primary Secondary 328 c C100 M0 Y45 B32 R0 G127 B123 3165 c C100 M0 Y28 B65 R0 G83 B94 3425 c C100 M0 Y78 B42 R0 G112 B74 347 c C100 M0 Y86 B3 R0 G161 B96 3272 c C100 M0 Y4 4 B0 R0 G170 B166 1807 c C0 M100 Y96 B28 R181 G18 B27 1797 c C0 M100 Y99 B4 R227 G27 B35 173 c C0 M69 Y100 K4 R232 G109 B31 021 c C0 M53 Y100 K0 R247 G142 B30 cool gray 04 c C0 M0 Y0 K 24 R201 G202 B204 black black 90% black 65% Grays Our colors A wide variety of colors make up the Alliance brand. The cooler blues and greens make up the core palette while the hotter, punchier reds and oranges are thrown in to add some punch and liveliness. The grays can be used sparingly in conjunction with either of the palettes. No color should be tinted.
45 PMS 3272 PMS 347 PMS 021 PMS 1797 PMS 328 PMS 3425 PMS 173 PMS 1807 The top row of colors are the main highlight colors of the Alliance. The bottom row of darker shades are to be used in conjunction with it's top row counterpart as an accent, as has been done in the Alliance logo. In most executions, the majority of the color palette should stick to the cooler end of the spectrum. The warmer colors should be used conservatively and only used to add punch to the placid tones of the blues and greens. cooler warmer cool warm 45
46 Realist Light Realist Semi-Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Realist Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Realist Narrow ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Our fonts The American Alliance Museum identity is clean, refined, and lively. Typography is a vital part of that delicate balance. Realist is the typeface used to build the identity. Open Type Version (OTP) only. For smaller copy (such as body copy) Realist Narrow should be used. For web usage when Realist is not available, Arial should be used. Realist and Realist Narrow are available from MartinPlusFonts.com.
47 Typography usage To ensure that you have a consistent type treatment across many documents follow these style rules. Headline Subhead Line Introduction copy block sed que omni to tem el ima porum suntiatae event adissi con eostem landita similic illest. Body copy block. Velit volum andelen imollaut in corion platquidemo quatur as quat et ature nulparum cuptatem. Sample body copy block with emphasis and usage of italics . Llique odi restiam sed que omni to. Caption/Call Out copy block. Restiam sed que omni to tem el ima porum suntiatae event adissi con eostem. Legal copy block. Henistias volestrum simagnis volupta net, te quaectis eniet eturit, si volupta tusam, optas quo to et quo ium quias. Name. John Doe Position/Title American Alliance of Museums 1575 Eye Street NW, Suite 400, Washington DC 20005 T 202.999.9999 (direct) | F 202.289.6578 | www.aam-us.org
48 Print/Advertising Headlines. Realist Light with Open Type Stylistic Set 1. Color preference is for one of the cooler brand colors (PMS 3272, 328, 347, or 3425) but may depend on the color make-up of the page. This example is 30pt size, 34pt leading, and a 0.185 inch space after the line. Subhead. Realist Bold with Open Type Stylistic Set 1. Color preference is same as headline (PMS 3272, 328, 347, or 3425) and also may depend on the color make-up of the page. This example is 20pt size, 24pt leading, and a 0.1 inch space after the line. Introduction. Realist Light. Color preference is for Black 65% but can be a knockout if the background makes the copy illegible. This example is 14pt size, 21pt leading, and 0.1875 inch space after the line. Body Copy. Realist Narrow Light. Color preference is for Black 65% but can be a knockout if the background makes the copy illegible. This example is 11pt size, 15pt leading, -10pt tracking and 0.1875 inch space after the line. Body Copy emphasis. Realist Narrow Bold. Only if style regulations require italics instead of bolding should a 10° slant be added to the relevant text-weight copy. Caption/Call Out. Realist Light. Color preference is for PMS 328 but can be a knockout if the background makes the copy illegible. This example is 11pt size and 15pt leading. Legal. Realist Narrow Light. Color preference is for Black 65% but can be a knockout if the background makes the copy illegible. This example is 8pt size, 11pt leading and -10pt tracking. Stationary Name on business cards. Realist Bold with Open Type Stylistic Set 1. Color preference is for one of PMS 328. This example is 12pt size and 14.4pt leading. Position/Title. Realist Bold. Color preference is same as the name on the business cards: PMS 328. This example is 11pt size, 13pt leading, and a 0.02 inch space after the line. Stationery copy, e.g. address & contact info. Realist Semi-Light. Color preference is for Black 90%. This example is 10pt size and 13pt leading. American Alliance of Museums Naming Convention The Alliance. When using an abbreviation of name of the organization, use "The Alliance" wherever possible, instead of AAM. The Alliance carries a stronger emotional benefit than is implied using the acronym. 48
49 Step 1 Open the Adobe Illustrator file titled AAM_argyle.ai (1a). Using the Alliance color palette, change the colors of the individual diamonds to create color arrangement. The arrangement should contain mostly cool colors (85 - 100%) and should progress from cooler to warmer colors from left to right (1b). Step 2 Using the type tool, type out your phrase using Realist Light. Using the drop down menus at top of screen, go to Window>Type>OpenType . With text selected, click the Stylistic Alternates button (2). Make certain that the type size and leading are proportional to this example. Stylistic Alternates button Leading size Font size 1a. 1b. 2. Creating the display font graphic isn't a complicated process but it is important to follow these rules to get it to look consistent as you introduce this treatment to other phrases. Adobe Illustrator should be used to create this graphic. How to create the display font graphic
50 Step 5 Place copy block on top of arrangement. Select entire grouping and with selection tool and create clipping mask (5). From the Object drop down menu, go to Object>Clipping Mask>Make . Final Your display font graphic is complete. 5. Step 3 With t ext box selected, convert this copy block to paths. From the Type drop down menu, go to Type>Create Outlines (3). Step 4 Continuing with the text box selected, release compound paths (4). From the Object drop down menu, go to Object>Compound Path>Release . Reselect all text with selection tool and remake the compound paths (4). From the Object drop down menu, go to Object>Compound Path>Make . 3. 4.
51 There are a series of illustrations and shapes that make up the look of the American Alliance of Museums. The colors shown can be changed to other brand colors (according to the guidelines) to fit your design. Illustration assets 1. Corner piece #1 These pieces sit in the top corners of layouts. 2. Swipe triangle These pieces are intended to sit at the bottom of a page to either accentuate the right side of the large banner (7) or should have an angled pin stripe protruding from it's top point. The pin stripe should follow the exact angle of the left side of the triangle. 3. Corner piece #2 Another piece intended to sit in a corner. 4. Corner piece #3 Yet another corner embellishment. 5. Weave arms These arms are inspired from the weave of the logo. 6. Pin stripe swipe & slice This piece can add a very slight and delicate accent to a stark white page. Text should not cross it's lines. 7. Large banner This banner was intended for large hero pages. Text should be placed with the horizontal area. The text should be weighted to the top-left of the live area. The left triangle area should bleed off of the bottom of the page and the pin stripe on the right should be extended to bleed off of the page as well.
52 4. 2. 3. 1. 5. 6. 7.
53 There are a variety of different illustrations and shapes that make up the look of the Alliance brand. It is important to use them correctly to maintain the look they are meant to evoke. Usage of illustration assets At quiderepre porpor sequia Usage of large banner (7).
54 Quiderepre Ut eum lam, tem fugiasserum quia ditaspe ribusam sinimus que evenem ipsunt omnime nonsenimus, ut quunt ea vellatur, aut aligname eate velenti dolupta atur, apeliquam, sitatur aut que dendem volupienis exerchi ligendi samenihiciur antur, omnit Ut eum lam, tem fugiasserum quia ditaspe ribusam sinimus que evenem ipsunt omnime nonsenimus, ut quunt ea vellatur, aut aligname eate velenti dolupta atur, apeliquam, sitatur aut que dendem volupienis exerchi ligendi samenihiciur antur, omnit Quiderepre Ut eum lam, tem fugiasserum quia ditaspe ribusam sinimus que evenem ipsunt omnime nonsenimus, ut quunt ea vellatur, aut aligname eate velenti dolupta atur, apeliquam, sitatur aut que dendem volupienis exerchi ligendi samenihiciur antur, omnit Quiderepre Usage of pin stripe swipe and slice (6). Usage of large banner (7), pin stripe swipe & slice (6), swipe triangle (2), and corner piece #2 (3). Usage of corner piece #1 (1) and #2 (3).
55 Avoiding overuse and over sizing of the illustration elements is the most important rule of thumb when using these pieces. Misuse of illustration assets At quiderepre porpor sequia Do not rotate the large banner or put more than one on a page. Do not have corner pieces on same page as the large banner. Do not place corner pieces over an image. At quiderepre porpor sequia
56 Quiderepre Ut eum lam, tem fugiasserum quia ditaspe ribusam sinimus que evenem ipsunt omnime nonsenimus, ut quunt ea vellatur, aut aligname eate velenti dolupta atur, apeliquam, sitatur aut que dendem volupienis exerchi ligendi samenihiciur antur, omnit Ut eum lam, tem fugiasserum quia ditaspe ribusam sinimus que evenem ipsunt omnime nonsenimus, ut quunt ea vellatur, aut aligname eate velenti dolupta atur, apeliquam, sitatur aut que dendem volupienis exerchi ligendi samenihiciur antur, omnit Quiderepre A maximum of 2 corner pieces should be used on a single page at a time. Corner pieces should never overlap the pin stripe swipe & slice. Corner pieces should only be used on corners that are along the same edge of the page. Avoid overuse of the large banner. Never use them on adjacent pages. Layouts should avoid having full page floods that are not white, PMS 3165, or an image. Avoid butting warm and cool brand colors against each other. Corner pieces should not be overly large. They should never extend further than 1/4 of the way across the page. 56
57 Our photography A focus on people is at the core of the Alliance brand. Photos should feel warm , modern , spacious and emotional . Architectural photos should not be the center of attention. All featured photos are for demonstration purposes only. Staff photography can look slightly more posed, but should have a relaxed portraiture feel. They should look authentic and optimistic . These photos should have rich colors with a soft focus . Staff photography
58 Architectural photography should appear in a textural context showcasing patterns and dramatic angles to reflect the brand's graphic language. The goal of visitor photography is to convey a fun , engaging and interactive atmosphere. People should appear in groups to reinforce the support and togetherness aspects of the Alliance. People should not appear posed and should not be looking into the camera unless there is only one person in the shot. Colors should be bold and strong and not pale in order to match the treatment of the brand's color palette. Architectural photography Visitor photography
59 Photography that is flat and dull should be avoided. Stiff, posed subjects is not what the Alliance represents. Misuse of photography
60 Architectural photography should not be flat and should contain some burst of bright, beautiful saturated color. People photography should steer clear of being overly staged and posed. Avoid washed out backgrounds. Avoid photos of people staring at art on walls. Interactivity and engagement are key in the photography for the Alliance. Misuse of architectural photography Misuse of people & staff photography All featured photos are for demonstration purposes only.
61 Collateral examples
62 Putting it together The graphic elements of the Alliance brand are a versatile collection of tools that can used across a myriad of collateral pieces. A selection of examples of commonly needed materials are included. 8.
63 1. Flyer 2. Postcard 3. Tote bag 4. Sketch book 5. Magazine ad 6. Membership card 7. Compact disk slip 8. Letterhead, envelope, and business cards 3. 4. 6. 7. 1. 2. 5.
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