American Advertising Federation

Official Websites

• https://www.aaf.org

Brand Guidelines

2021

Brand Summary

Mission

• 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.

Core Values

• unity
• professionalism
• clarity

Target Audience

• Grassroots network of clubs and chapters, the advertising industry, and the public at-large.

Personality Traits

• modern
• professional
• clean
• authoritative

Visual Identity Overview

• The visual identity centers on a clean, modern logo with a lettermark/wordmark combination, a primary color gradient paired with black, the Mont typeface, and strict logo usage rules. The brand emphasizes clarity, professionalism, and unity through consistent visual elements and messaging.

Categories

Brand Imagery

• 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-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.
• 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 American Advertising Federation’s lettermark: • Color gradient • Grayscale gradient • Black • White

Color Palette

• The American Advertising Federation’s brand palette includes a primary color gradient that should only be paired with black.
• primary gradient 40°angle primary colors cmyk: 65,0,7,0 cmyk:96,82,24,9 cmyk: 22,93,67,70 cmyk: l,98,97,0 hex: #2FC3E5 hex: #26467D hex: #B43449 hex: #E92729
• gray50 gray 33 black location: location: location: 0% 45% 71% cmyk: o,o,o,50 cmyk: o,o,o,33 cmyk: 76,69,64,87 hex: #939598 hex: #B6B8BA hex: #000006 pink yellow cmyk: 72,95,35,0 cmyk: 3,7,80,0 hex: #D62F6D hex: #FDEE4F
• Do not use unapproved colors
• Do not use white with the gradient versions of the logo

Typography

• The American Advertising Federation uses the Mont typeface in marketing materials, social media promotions, etc. It may be used as a display font and as body text.
• primary weights bold
• book
• mont bold mont book
• light
• Do not change the font

Logo Usage

• 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-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.
• The approved variations of the American Advertising Federation’s lettermark: • Color gradient • Grayscale gradient • Black • White
• Clear space around the logo should be at least 25% of the width of the logo.
• Do not distort or warp the logo
• Do not rotate the logo
• Do not use the logo without the lettermark
• Do not use unapproved colors
• Do not use white with the gradient versions of the logo
• Do not add dropshadows to the logo
• Do not outline the logo
• Do not change the font
• Do not use the old logo

Visual Style

• 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-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.
• The approved variations of the American Advertising Federation’s lettermark: • Color gradient • Grayscale gradient • Black • White

Additional Properties