Mayor of London

Official Websites

• https://www.london.gov.uk
• https://webcasts.london.gov.uk/Mayoral
• https://www.london.gov.uk/about-us/mayor-london

Brand Guidelines

2021

Brand Summary

Mission

• To serve all Londoners by making the city inclusive, accessible, and appealing to everyone, regardless of age, gender, sexual orientation, ethnicity, religion, disability, or family make up. The brand aims to communicate honestly and relevantly about what matters to every community in London [^1].

Core Values

• personable
• relatable
• trustworthy
• honest
• relevant
• appropriate
• positive
• optimistic
• accessible
• diverse
• open

Target Audience

• All Londoners, spanning every community, demographic, and background within the city [^2].

Personality Traits

• personable
• relatable
• trustworthy
• honest
• relevant
• appropriate
• positive
• optimistic

Visual Identity Overview

• The visual identity is striking, engaging, and consistent, using a defined logo, clear space, fixed logo sizes, a 12-color palette with accessibility tints, Aktiv Grotesk and Arial fonts, bold and colorful illustrations, real and diverse photography, simple and clear iconography, and templates for digital and print formats. The brand emphasizes accessibility, clarity, and diversity in all visual communications [^3].

Categories

Brand Voice

• Our tone of voice defines who we are - it’s the words we want people to use when they describe the work of the Mayor of London.
• Our messages are simple and easy to understand with no jargon. We get to the point immediately.
• Personable and relatable
• We are friendly and use plain English. We want all of London’s communities to understand what we do. That way people can relate to us.
• Trustworthy and honest
• We are dependable and keep our promises. You can always trust what we say.
• Relevant and appropriate
• We focus on things that are important to the lives of Londoners. We ensure our tone suits the message being given.
• Positive and optimistic
• We are optimistic for London. We encourage Londoners to get involved in decisions that affect them.
• How we speak changes to meet the needs of a particular audience, channel or circumstance. But our voice is the same.
• Find out more in our editorial guidelines.

Brand Imagery

• Photography is an important part of our visual communications. We want our communications to reflect what matters to all of London’s communities. Photography supports our messages and is: • real / honest • human / emotional • diverse • inspiring • colourful • engaging • informative
• We vet all photography to ensure our brand principles are maintained. We show real Londoners in real everyday situations. You should never use images from the previous administration (pre May 2016) such as the ‘new bus for London’. The photos we use should reflect a recognisable, real and diverse London.
• Photos of the Mayor should be active and engaging. He should be shown interacting in real and relatable environments. Approved photography can be repeated across media. However, it should not be used in different policy areas or campaigns. Note: When you photograph the Mayor, make sure his staff and any known/ political figures are out of the shot.
• We use case studies to inspire people to get involved in our work. We show real people interacting with their surroundings. Images should be active and engaging, They should tell a story. They shouldn’t be posed. We should show a true, diverse London that Londoners can relate to.
• We capture the moment. Our images strike a chord with Londoners and bring back happy memories. To fully document the event, we use different perspectives: • set the scene • feature a human element • real / natural • diverse • active
• We use photographs of the whole of London, from the centre to the outskirts. Places should be recognisable. They should reflect London’s diverse communities. Location photography should be relevant. It must support the story. Note: Avoid scenes without people.
• Portraits used on London.gov.uk should be professionally taken on a white background. Subjects should be well lit with a relaxed, positive expression. Standard london.go.uk image dimensions are 1:1 and 2:1. Email headings should be 560 x 280px. When cropping images for web please ensure the focus of the image is framed clearly within the space.
• DO NOT USE PHOTOS THAT: Look staged and set up Are for PR purposes Are political Are dull or inappropriate Doesn’t represent real Londoners
• When the Mayor goes to an event or gives a speech, we often need preferred shots for social media. These include: • Wide shot of him on stage, sometimes with other attendees • Wide shot from behind the Mayor, looking into crowd • Mid shot from both left and right side • Close up of just the Mayor, from different perspectives if possible • Showing audience diversity and their reaction.
• Where an individual or group are the focus in a photograph you need them to sign a consent form. This should be done before the shoot. Forms are on our intranet. Please follow the relevant link: Adult consent form 18+ Child consent form under 18
• • Take natural, interactive (not staged) shots. Use flash only if necessary • Always make sure that Mayor’s office staff are out of shot • Post production - always leave images uncropped. This allows more scope. • Ensure all images submitted are tagged with title, photographer’s name, date, description, attendees and location (include borough). • Ensure diversity in images – encourage participation if needed.
• You’ll find a collection of images relating to the Mayor and London Assembly’s work at images.london.gov.uk You can use these photos to support policy web pages, presentations and reports. To access the library, get in touch with caroline.teo@london.gov.uk

Color Palette

• We have 12 core colours. We expand our colour range by using tints of 20, 40, 60 and 80 per cent.
• The correct colour values for our brand palette are specified here, please use them. It helps ensure our work is consistent.
• PURPLE C54 M76 Y0 K0 R174 G74 B198 P 2592 #AE4AC6
• DARK BLUE C100 M5 Y0 K47 R0 G87 B125 P 308 #00577D
• CYAN C100 M0 Y0 K0 R0 G174 B239 P Process Cyan #00AEEF
• GREEN C100 M0 Y100 K0 R0 G135 B67 P Bright Green #008743
• MUSTARD C10 M40 Y100 K0 R220 G160 B0 P 124 #DCA000
• ORANGE C0 M70 Y100 K0 R233 G88 B20 P 164 #E85713
• PINK C0 M95 Y35 K0 R231 G19 B93 P 213 #E7135D
• DARK PINK C20 M100 Y35 K30 R158 G0 B89 P 228 #9E0059
• BLUE C83 M46 Y0 K0 R0 G122 B204 P Process Blue #007ACC
• YELLOW C0 M0 Y100 K0 R255 G242 B0 P Process Yellow #FFF200
• RED C0 M100 Y100 K0 R235 G0 B27 P Red 032 #EB001B
• GREY C25 M10 Y10 K85 R54 G62 B66 P 432 #353D42
• The colour combinations opposite meet these accessibility standards. Please ensure that no other colour combinations are being used.
• For work that is not Mal branded please ensure you are checking colour contrasts using this tool.
• Pink+ White
• Green + White
• Red+ White
• Purple + White
• Blue+ White
• Pink+ Black
• Green + Black
• Red+ Black
• Purple+ Black
• Blue+ Black
• Yellow+ Black
• Dark Pink+ White
• Orange + Black
• Dark Blue + White
• Mustard + Black
• Grey+ White
• Cyan+ Black
• Black + White
• Dark Pink+ Yellow
• Dark Blue + Yellow
• Grey+ Yellow
• Grey+ Mustard

Typography

• We always use Aktiv Grotesk. For titles and large type we usually use bold weight. For body copy we use regular weight.
• When commissioning design work externally please ensure they have bought a licence to use the font software. It is illegal for us to transfer, send or make a copy.
• For legibility, our minimum type size is 12pt with 15pt leading. This is based on the Royal National Institute of Blind People (RNIB) ‘See it Right’ guidance.
• When Aktiv Grotesk is not available, use Arial – our online font – in the regular weight for body copy and in bold for titles and larger type.
• We use Arial bold for titles, headlines and larger type, and regular for body copy. On digital media we aim to use 18pt size or above.
• We centre or left align titles in capitals or sentence case.
• We always use Aktiv Grotesk Bold set in caps with +100 letter spacing. We set the leading at the same point size as the text. The example shown here is 22pt with 22pt leading.
• We use Aktiv Grotesk Bold with +35pt letter spacing and ranged left.
• We use Aktiv Grotesk Regular with +35pt letter spacing. The example shown here is our minimum size of 12pt with 15pt leading.

Logo Usage

• Only use logos supplied by the Creative team.
• All logo requests must be made by City Hall staff. Please complete the logo request email form.
• They must not be changed.
• All logo use must be approved by the Creative team. Please send draft files before publishing in good time to ensure any necessary changes can be made.
• We position our logo in a band of clear space at the top of our communications*. There is an optional key line to distinguish it from the main content area.
• We always make sure the logo is clear and legible within this space.
• Logo clear space is calculated as the page height divided by 8
• On landscape and square formats a different calculation is used.
• Logo clear space is calculated as the page height divided by 6
• We always ensure the logo is clear and legible. That means having a minimum clear space around the logo - double the height of the ‘M’.
• We have fixed logo widths for standard size formats.
• When using the London Assembly logo with the Mayor of London logo they should be the same height.
• Check the logo is a minimum of 30mm wide in print, 150 pixels wide on screen.
• 210mm on double royal posters (1016 x 635mm)
• 70mm on A4
• 55mm on A5
• 45mm on DL
• Are you using the right logo?
• Please get in touch if you’re not sure which logo you should use.
• *If you’re working with an external partner, let us know early so we can advise the best approach.
• use this logo if the project is owned and managed by us. Communications should use Mayor of London branding
• use this logo if we’re supporting or funding a project but are not the main funder
• use this logo if we have commissioned a special piece of work. This logo should be authorised by the Mayor’s office.
• if we’re working together with an equal or majority funding partner(s) we use this logo but without our brand look and feel*
• use this logo if we’re giving support in kind like donating event space
• use this logo if the Mayor is speaking at an event
• We do not use the GLA logo to promote the Mayor’s work. We use it on internal materials like contracts, forms, name badges and building signage.
• Our logo should be clear and accessible. That means having a strong contrast between logo and background.
• We use the primary grey version of our logo on a white or light background.
• We use a white version of our logo on dark backgrounds.
• When we work with partners, our logo must appear in proportion with other logos. We must also ensure there is plenty of clear space around it.
• Artwork does not have to appear in the Mayor of London brand, for example, Liberty Festival and Ride London.
• When we support a project or programme, the ‘supported by’ logo should be used with the usual clear space rules.
• Artwork doesn’t need to use the Mayor of London brand look and feel.
• Any use of the logo must be approved by the Creative team.
• Please send draft files (before publishing) in good time to ensure any necessary changes can be made.
• When we work with sponsors on our printed communications, their logos will appear in primary grey on a light background or white on a dark background.
• Sponsor logos should not appear proportionally larger than one third of the size of the Mayor of London logo.
• Sponsor logos appear at the bottom of the artwork under content.
• We align them across their vertical centres.

Tone And Messaging

• Our tone of voice defines who we are - it’s the words we want people to use when they describe the work of the Mayor of London.
• Our messages are simple and easy to understand with no jargon. We get to the point immediately.
• Personable and relatable
• We are friendly and use plain English. We want all of London’s communities to understand what we do. That way people can relate to us.
• Trustworthy and honest
• We are dependable and keep our promises. You can always trust what we say.
• Relevant and appropriate
• We focus on things that are important to the lives of Londoners. We ensure our tone suits the message being given.
• Positive and optimistic
• We are optimistic for London. We encourage Londoners to get involved in decisions that affect them.
• How we speak changes to meet the needs of a particular audience, channel or circumstance. But our voice is the same.

Brand Values

• The people of London are at the heart of what we do.
• We want to appeal to everyone no matter their age, gender, sexual orientation, ethnicity, religion, disability or family make up.
• Our work focuses on what matters to every community here.
• By doing so, our communications to Londoners are honest and relevant.
• We show a true London that Londoners know and connect with.
• Our work is accessible to all. We reflect the city’s diversity and openness.
• We are dependable, genuine and honest. We are straightforward and direct, so that Londoners can trust us and believe in what we say and do.
• We talk about things that matter to the lives of the people who live here. Our work supports a narrative and we use case studies of real Londoners.
• We speak to Londoners about things that matter to them.
• We strive to create a positive and united London.
• London is exciting and enticing. We encourage active participation to help make London a better place in which to live and work.

Visual Style

• We position our logo in a band of clear space at the top of our communications*. There is an optional key line to distinguish it from the main content area. We always make sure the logo is clear and legible within this space. * There may be certain campaigns or projects where top-level Mayor of London branding does not apply. Mayoral Directors make these decisions.
• Logo clear space is calculated as the page height divided by 8
• On landscape and square formats a different calculation is used.
• Logo clear space is calculated as the page height divided by 6

Iconography

• Our icons are used to accompany information, helping to make important facts and statistics stand out. They should be: • simple • clear • relevant • easy to understand All our icons are created to an 80px square, with a 1.5pt line weight. They can be downloaded in a range of colours from the City Hall image library (see p53).

Layout And Composition

• We position our logo in a band of clear space at the top of our communications*. There is an optional key line to distinguish it from the main content area. We always make sure the logo is clear and legible within this space. * There may be certain campaigns or projects where top-level Mayor of London branding does not apply. Mayoral Directors make these decisions.
• Logo clear space is calculated as the page height divided by 8
• On landscape and square formats a different calculation is used.
• Logo clear space is calculated as the page height divided by 6

Accessibility Guidelines

• The GLA is committed to making our websites and applications accessible, in accordance with the Public Sector Bodies (Websites and Mobile Applications) (No. 2) Accessibility Regulations 2018.
• All development work (and all materials to be published online) must as a minimum meet the Web Content Accessibility Guidelines {WCAG) version 2.1 to AA standard.
• An accessible PDF is a PDF document that can be read and accessed by people with disabilities, primarily for the vision-impaired that may use assistive technology to read the file through text-to-speech or a Braille printout. A PDF document is considered accessible only if it meets a set of accessibility guidelines.
• PDFs to be published on our websites must be accessible. Here are some of the things to consider when creating an accessible PDF: • Ensure the document is exported in single page format, i.e. not spreads • Tag the document so that every item is appropriately labelled • Check the logical reading order • Use accessible colour combinations • Include alt copy for all images • Make sure all text is legible and sized appropriately, including references / footnotes.
• Further guidance on creating accessible PDFs can be found here.
• The colour combinations opposite meet these accessibility standards. Please ensure that no other colour combinations are being used.
• For work that is not Mal branded please ensure you are checking colour contrasts using this tool.
• Pink+ White Green + White Red+ White Purple + White Blue+ White Pink+ Black Green + Black Red+ Black Purple+ Black Blue+ Black Yellow+ Black Dark Pink+ White Orange + Black Dark Blue + White Mustard + Black Grey+ White Cyan+ Black Black + White Dark Pink+ Yellow Dark Blue + Yellow Grey+ Yellow Grey+ Mustard

Digital Guidelines

• Logo clear space is calculated as the page height divided by 8
• On landscape and square formats a different calculation is used.
• Logo clear space is calculated as the page height divided by 6
• We also have templates for some digital formats like PowerPoint presentations and MS Word reports.

Print Guidelines

• All print quote requests must go through our print management company CDS.
• When printing multiple items for a single project or programme like posters and leaflets for an event use the same supplier to ensure consistency.
• Contact Joe Tosney, our account handler at CDS, before you start: joseph.tosney@cds.co.uk 0113 399 4143
• Please use the PDF/x-1a: 2001 setting when exporting artwork as a PDF for print. The artwork should also include crop marks and bleed.
• Request file copies when obtaining quotes. As a standard, it is usually five file copies for print items.
• We print on standard stock for regular or popular items. See the next page for guidelines.
• Stock: Revive 100 Offset uncoated
• TfL Tube poster: 635mm x 1016mm, 250 gsm
• DL leaflet: 99mm x 210mm, 350 gsm
• Mini poster: 297mm x 475mm, 150 gsm
• Square postcard: 148mm x 148mm, 350 gsm
• A5 card/booklet: 148mm x 210mm
• Certificates: 105mm x 148mm, 300gsm
• Report cover: 210mm x 297mm, 300 gsm
• Report insides: 176mm x 250mm, 120gsm
• Use the following formula to calculate the size of a document spine (in mm): No. of pages x weight of paper / 1000

Social Media Guidelines

• We have a set of social media templates for posting statements, stats/facts and for marking or celebrating events.
• The templates are in a number of colours and formatted for use on Twitter, Facebook and Instagram, including for stories.
• We are working on a new set of templates that we will publish later this year.

Event Branding

• We position our logo in a band of clear space at the top of our communications*. There is an optional key line to distinguish it from the main content area. We always make sure the logo is clear and legible within this space. * There may be certain campaigns or projects where top-level Mayor of London branding does not apply. Mayoral Directors make these decisions.
• Logo clear space is calculated as the page height divided by 8
• On landscape and square formats a different calculation is used.
• Logo clear space is calculated as the page height divided by 6

Presentation Templates

• Powerpoint templates for internal and external presentations can be downloaded from our intranet page.
• Use the co-branded template for internal presentations.
• Please use the Mayor of London or London Assembly template for external presentations.

Exhibition Boards

• Exhibition boards are usually printed at AO size and mounted on 5mm foamex board.
• Exhibitions will usually include an intro board and image boards. Text can either be in a single column or two columns. AII images should be square.

Security Passes

• Security passes always have top level Mayor of London branding. The ‘AAA’ must be clear and sit at the centre of the design.
• Please ensure security passes are supplied separately: • as a high-res, print ready PDF • in CMYK colours • Include crop marks allowing 3mm bleed • with fonts outlined • 67mm

Feather Flags

• Feather flags can use full colour with illustration or photography. Please ensure photos sit within the image container beneath the event title.
• Any extra supporter logos should appear at the bottom of the banner in mono at a third of the width of the Mayor of London logo.
• Please ensure feather flags are supplied separately: • as high-res, print ready PDFs • include crop marks allowing 10mm bleed • with the template guide on a separate layer
• 600mm

Marquee Signage

• For all Trafalgar Square events there are two standard marquee header sizes: • 5x5 (5050mm x 450mm) • 3x3 (3040mm x 370mm) The Mayor of London logo is not required as part of the design. All artwork should be supplied: • as high-res, print ready PDFs • a quarter of the actual size • include Pantones colour references • Include crop marks allowing 3mm bleed • with fonts outlined

Programme Boards

• Programme boards should be text only with a solid background colour.
• Any additional supporter logos should appear at the bottom of the board in mono and be a third of the width of the Mayor of London logo.
• All artwork should be supplied: • as high-res, print ready PDF’s • include Pantone colour references • include crop marks allowing 3mm bleed • with fonts outlined

2019

Brand Summary

Mission

• AP is solely focused on the mission of newsgathering, distribution, and service, serving as the definitive source for trusted news with a commitment to the people’s right to know [^1].

Core Values

• integrity
• action
• independence

Target Audience

• Customers, members, and news consumers seeking accurate, independent, and trusted news [^2].

Personality Traits

• gutsy
• resourceful
• connected

Visual Identity Overview

• The AP visual identity system is bold, straightforward, and contemporary, featuring a revised logo, watermarks, a dynamic color palette, and a comprehensive look and feel that unites the brand across all touchpoints [^3].

Categories

Brand Voice

• How do we best describe ourselves? As gutsy, resourceful and connected. What do we value? Integrity, action and independence.
• Our brand personality traits -we are gutsy, resourceful and connected -reflect who we are and how we act, and make us stand out among news organizations.
• AP’s values -integrity, action and independence -shape our trusted reputation and underscore the expertise that differentiates us from others in the industry. These brand values are the foundation for our behaviors, actions and culture.

Brand Imagery

• Photography is not only a key product of AP, it is a powerful medium to tell our story. The prompt is a secondary visual element that strengthens the content relationship with the AP logo.
• Use photographs that are rich in colors, employ striking cropping or subject matter, and help further our brand attributes.
• Whenever possible, always use photographs in layouts where it is either full-bleed off the edge of the piece, or at least off one side in editorial layouts.
• Emphasis should be put on the choice of a single image rather than a flurry of images. Never create mosaic images. If you must show many pictures as part of a composition, use the Image Stream, explained in section 3.8.
• Photographs should not be distorted, colorized or have any other effects applied. Cropping should be used with restraint and only to achieve full­bleed images. The AP Watermark is the only graphic treatment that should be used on top of images.
• Photos should be given prominence, without overuse of graphic treatments that diminish them.
• Do not put photos into containing shapes; do not fade images with transparency or gradients.
• In case you must show a combination of many photographs, use the Image Stream.
• The Image Stream is a layout device where all images are kept in the original (uncropped) aspect ratios, but arranged along a common top or bottom axis at different scales, and surrounding a prompt line.
• It allows each image to maintain its own strength and for the document to maintain a visual stability that is key to communicate AP’s value of integrity. It also affords designers a way out of cacophonous image mosaics.
• [1] Streams should be arranged flush on the edges of the composition, while still respecting the top margin height. For the left and right margins, streams should bleed off the page or come as close to the edge as possible.
• Ideally the Prompt will be aligned within a column of the grid so as to emphasize its strength. Margins between images should be two prompt-widths, like the grid’s margins.
• [2] Variation in sizes and aspect ratios creates dynamic composition. Red prompt line emphasizes the alignment axis, reinforcing solidity and connectedness.
• [1] Objects should align only on one axis.
• [2] In a Stream, the prompt should always be surrounded by content on both sides.
• [3] Do not use so many elements so as to make the Prompt feel insignificant.
• [4] Do not use more than one prompt in a Stream.
• [5] Do not alter the margins between images and the prompt. Margins should always be two prompt-widths.
• [6] Vertical use is not advised as it connotes fragility. For vertical applications, see special use cases on the following page.
• A stack of full-bleed images is built using a grid based on the AP logo’s size on the application.
• In the case of vertical large-format pieces that must highlight a diversity of imagery while being visible from a distance (e.g., banners), a special exception to the image stream format is used only with the express approval of AP Corporate Communications.

Color Palette

• Color is crucial to our visual identity. Neutral colors pair well with the Medium range. Deep colors pair well with Brights.
• Color is crucial to our visual identity.
• Color brings visual interest to our communications, helps to maintain a consistent look and feel, and differentiates us from other organizations. Each color palette has been chosen with specific functions in mind.
• Inspired by our signature artwork, our primary color palette prominently features AP ID Red. However, AP ID Red should be used judiciously in order to maintain its prominence.
• Neutrals: AP ID White CO MO YO KO CO MO YO KO R255 G255 B255 #FFFFFF; AP Neutral Deep Gray C38 M28 Y21 K63 Pantone 425C C76 M63 Y55 K24 Pantone 433U R51 G51 B51 #333333; AP Neutral Light Gray C2 M3 Y4 KS Pantone Warm Gray 1 C C2 M3 Y7 K8 Pantone Warm Gray 1 U R231 G226 B216 #E7E2D8; AP Neutral Medium Gray C13 MB Y16 K26 Pantone 414C C26 M17 Y24 K3 Pantone 414U R182 G182 B171 #B6B6AB
• Mediums: AP Medium Blue C98 M24 Y1 K3 Pantone 7461 C C100 M1 Y8 K10 Pantone 640 U R20 G105 B148 #146994; AP Medium Green C51 MS Y98 K23 Pantone 377C C27 MO Y97 K13 Pantone 390U R102 G153 B0 #669900; AP Medium Yellow C3 M36 Y100 K6 Pantone 131C CO M18 Y100 K6 Pantone 7405U R209 G150 B0 #D19600; AP Medium Purple C74 M98 Y2 K12 Pantone 2613C C56 M79 YO KO Pantone 526U R102 G7 B117 #660775
• Deeps: AP Deep Blue C100 M73 Y30 K83 Pantone 296C C98 M67 Y32 K45 Pantone 5395U RB G28 B47 #081C2F; AP Deep Green C83 M35 Y51 K81 Pantone 5535C C85 M32 Y79 K64 Pantone 5535U R33 G51 B48 #213330; AP Deep Brown C40 M53 Y59 K89 Pantone Black 4 C C35 M46 Y82 K57 Pantone Black 4 U R56 G38 B30 #38261E; AP Deep Purple C68 M85 Y29 K74 Pantone 7449 C C52 M89 Y33 KSO Pantone 7449 U R50 GO B33 #320021
• Brights: AP Bright Blue C84 M21 YO KO Pantone 2925C C69 M10 YO KO Pantone 299U R28 G148 B208 #1C94D0; AP Bright Green C24 MO Y98 KB Pantone 390C C32 MO Y82 KO Pantone 382U R163 G190 B13 #A3B30D; AP Bright Yellow CO M27 Y100 KO Pantone 124C C1 M17 Y93 K3 Pantone 7406U R236 G178 BO #ECB200; AP Bright Purple C37 M100 YO KO Pantone 247C C22 M66 YO KO Pantone 247U R181 G3 B176 #B503B0
• AP ID Red - For background use ONLY: CM 090 Y60 K0 Pantone Red 032 C, CMYB Y78 K0 Pantone Red 032 U, R255 G50 B48 #FF3220
• RECOMMENDED USES NEUTRALS ✓ BACKGROUND ✓ TEXT X HIGHLIGHT COLORS X TEXT ON PHOTOGRAPH ✓ CONTAINING SHAPES
• RECOMMENDED USES MEDIUMS X BACKGROUND ✓ TEXT ✓ HIGHLIGHT COLORS X TEXT ON PHOTOGRAPH X CONTAINING SHAPES
• Pair neutrals with medium or deep colors…
• Neutral colors pair well with the Medium range.
• Neutral colors are intended for supporting applications, such as backgrounds, text, the watermark and the prompt.
• Medium colors are intended for use with titles, colored text when necessary and other accents in a design. They should not be used for backgrounds.
• Using Neutrals and Mediums together in applications such as printed publications will convey a sophisticated tone.
• Not multiple neutrals or mediums together.
• RECOMMENDED USES DEEPS ✓ BACKGROUND ✓ TEXT X HIGHLIGHT COLORS X TEXT ON PHOTOGRAPH ✓ CONTAINING SHAPES
• RECOMMENDED USES BRIGHTS X BACKGROUND X TEXT ✓ HIGHLIGHT COLORS ✓ TEXT X CONTAINING SHAPES ON PHOTOGRAPH
• Deep colors pair well with Brights.
• Deep colors are intended for complementary use with bright and/or neutral colors, especially as backgrounds, text, containers and the prompt.
• Bright colors are intended for special cases such as text over photos and colored accents. They should not be used for backgrounds or the prompt.
• Using Deep and Bright colors together in applications such as video, Web and mobile will create a rich, engaging experience.
• Pair deep colors with brights or neutrals…
• Not multiple deep colors together, or brights and mediums.

Typography

• The AP typography consists of two typefaces: Good and Freight Text.
• AP typography consists of two typefaces: Good and Freight Text. Freight Text Book, 15pt
• Good Book, 12pt
• Both typefaces come in a variety of weights and style and offer flexibility of use. Commitment to these typefaces will create a consistent and strong identity. Below are a few distinctive feature of those typefaces.
• When text such as “Associated Press” or long headlines are locked up with the logo, Good Condensed should be used.
• When Good is not available for use, in some digital applications for example, it can be substituted by Verdana, and ifVerdana is not available, a sans-serif such as Helvetica and Arial can be used as substitution. When Freight Text is not available for use, Georgia should be the replacement typeface.
• h1 Good Bold, All CAPS
• Subhead / lead Georgia regular, Sentence case
• h2 Good Bold, All CAPS
• h3 Good Book, Sentence case
• h4 Georgia regular, Sentence case,
• h5 Georgia Bold, Sentence case,
• h6 Georgia Bold, Sentence case,
• Body text long Form Georgia regular Justified
• Body text Short Form Verdana regular left Aligned
• Bulleted lists Georgia or Verdana (weight depending on surrounding text), en dash bullets

Logo Usage

• The AP logo is the single most powerful element in our identity.
• Its upright black letterforms, solid baseline and red “prompt” underline are memorable and embody the values of integrity, action and independence.
• The white “container” is an integral part of the logo, allowing it to be applied to any kind of content.
• The AP signature is a combination of the logo and the words “Associated Press” aligned on a horizontal axis.
• They follow simple rules to respect their integrity in all situations.
• The AP logo and adjoining signatures follow simple rules to allow their integrity to be respected in all situations.
• As a general rule, the width of the logo is the minimum protection area allowed on each lateral side of the mark, including when using the corporate signature.
• It is perfectly acceptable to use a greater amount of space, leaving the logo as the dominant element and the signature a supporting element (figure 2).
• Whenever possible, the AP logo should be positioned at the very top of the document, composition or application.
• The AP logo should be dominant in any application.
• In print use, the logo should never be smaller than .2 inches in height. When used in digital applications such as the Web or on mobile devices, 50 pixel tall should be the minimum size.
• In special cases, such as icons which require a size smaller than the specified minimum, use a version specially rendered for that application. See section 2.8.1 for special small-use cases and section 5 for included Artwork.
• In any applications, the AP logo should always be legible, dominant and unobstructed. This is essential to strengthening the AP brand.
• Dominant logo leads the way.
• Always place the mark as the lead into the content -neither below nor following the content. Content should not clutter this logo. This is to ensure the AP logo is highlighted and not lost.
• Exceptions: When the document is in a right-to-left language, such as Arabic or Hebrew, the mark should live on the right side where the content begins.
• Maintaining the integrity of the logo is essential to strengthening the APbrand.
• Always use artwork that has been provided byAP Corporate Communications. When unsure about the way to proceed, give us a call or send us an email. (see last page)
• The cases outlined here are in no way meant as an exhaustive list of all potential misuse of the AP logo.
• It is recommended to use the logo on a color backdrop or a photographic backdrop.
• Do not modify the logo in anyway, including: - Outline edges - Remove the white container or prompt - Position in a corner - Stretch - Stretch the white container - Detach the prompt from the logo - Rotate - Recreate - Use a different typeface - Change the color of container or prompt - Change the color of “AP” - Make into a lock up - Set into text
• In keeping with our Masterbrand Strategy and the “One AP” mission, we are simplifying the face we put forward to customers. The goal is to ensure all touch points strengthen and promote the main AP brand.
• This means that custom wordmark lockups are no longer acceptable. Product and division names can be highlighted by using a headline font, but will no longer be linked to the logo.
• Do not create custom ‘lockup’ marks for divisions…
• While maintaining the integrity of all elements of the visual system is critical, their adaptation to some special cases will occur from time to time.
• If you believe you have a special case that is not answered in this document, DO NOT CREATE ORIGINAL ARTWORK. Simply direct your request to Corporate Communications (see the last page of this document).
• In print applications, the logo should not be used smaller than .2 inches tall.
• Special scenarios require redrawn logo artwork for optimal rendering at very small sizes. See section 5. Artwork for such files.
• In video applications (e.g., in bugs or lower thirds), the logo may be set at 50 percent opacity, if needed.

Tone And Messaging

• AP is unique in the world among news agencies in that our only agenda is news: We are solely focused on the mission of newsgathering, distribution and service.
• With more experience reporting and delivering news than any other agency, our independent standing and a strong commitment to the people’s right to know, we are the definitive source for trusted news.
• All of us at AP understand this extraordinary mission, which dates back to 1846. But it is also important to make a bold statement to customers, members and news consumers about what we do.
• A strong brand helps us be clear about who we are and what we stand for. It lets us reinforce what is unique about AP and what customers and consumers can expect when they encounter AP news, people or products.
• In 2009, AP undertook a strategic initiative to develop a masterbrand strategy that would define what makes us different from other news organizations, serve as a guide for business decisions and clarify the values and traits all AP staff embody. How do we best describe ourselves? As gutsy, resourceful and connected. What do we value? Integrity, action and independence.
• The AP visual identity system brings these traits and values to life. It allows us to leverage the great work we do by uniting under a comprehensive look and feel, driving competitive advantage and creating a distinct footprint in the media marketplace.
• AP’s values — integrity, action and independence — shape our trusted reputation and underscore the expertise that differentiates us from others in the industry. These brand values are the foundation for our behaviors, actions and culture.
• Our brand personality traits -we are gutsy, resourceful and connected -reflect who we are and how we act, and make us stand out among news organizations.
• As we continue our evolution to a diversified digital news company, our brand promise remains the same. The AP Masterbrand Strategy enables us to channel our brand traits, personality, vision and promise into a new visual identity system that captures our history and guides our future.

Brand Values

• How do we best describe ourselves? As gutsy, resourceful and connected. What do we value? Integrity, action and independence.
• In an increasingly fragmented media world, AP’s values — integrity, action and independence — shape our trusted reputation and underscore the expertise that differentiates us from others in the industry. These brand values are the foundation for our behaviors, actions and culture.
• INTEGRITY: Beijing based video journalist Ken Teh covers the violent street riots in Bangkok, as police squared off against Red Shirt demonstrators advancing to pour blood on government buildings. AP Photo by Sakchai Lalit.
• ACTION: In the height of the Libyan conflict, an anti-Gadhafi fighter is interviewed by Cairo-based journalist Hadeel Al-Shalchi and Paris-based cameraman Nicolas Garriga outside the town of Nalut. AP Photo by Lefteris Pitarakis.
• INDEPENDENCE: AP White House correspondent Ben Feller conducts a one-on-one interview with President Barack Obama. AP Photo by Pablo Martinez Monsivais.

Visual Style

• The AP logo is the single most powerful element in our identity.
• Its upright black letterforms, solid baseline and red “prompt” underline are memorable and embody the values of integrity, action and independence.
• The white “container” is an integral part of the logo, allowing it to be applied to any kind of content.
• The AP signature is a combination of the logo and the words “Associated Press” aligned on a horizontal axis.
• They follow simple rules to respect their integrity in all situations.
• The AP logo and adjoining signatures follow simple rules to allow their integrity to be respected in all situations.
• As a general rule, the width of the logo is the minimum protection area allowed on each lateral side of the mark, including when using the corporate signature.
• It is perfectly acceptable to use a greater amount of space, leaving the logo as the dominant element and the signature a supporting element (figure 2).
• Whenever possible, the AP logo should be positioned at the very top of the document, composition or application.
• The AP logo should be dominant in any application.
• In print use, the logo should never be smaller than .2 inches in height. When used in digital applications such as the Web or on mobile devices, 50 pixel tall should be the minimum size.
• In special cases, such as icons which require a size smaller than the specified minimum, use a version specially rendered for that application. See section 2.8.1 for special small-use cases and section 5 for included Artwork.
• In any applications, the AP logo should always be legible, dominant and unobstructed. This is essential to strengthening the AP brand.
• Dominant logo leads the way.
• Always place the mark as the lead into the content -neither below nor following the content. Content should not clutter this logo. This is to ensure the AP logo is highlighted and not lost.
• Exceptions: When the document is in a right-to-left language, such as Arabic or Hebrew, the mark should live on the right side where the content begins.
• Maintaining the integrity of the logo is essential to strengthening the APbrand.
• Always use artwork that has been provided byAP Corporate Communications. When unsure about the way to proceed, give us a call or send us an email. (see last page)
• It is recommended to use the logo on a color backdrop or a photographic backdrop.
• Do not modify the logo in anyway, including: - Outline edges - Remove the white container or prompt - Position in a corner - Stretch - Stretch the white container - Detach the prompt from the logo - Rotate - Recreate - Use a different typeface - Change the color of container or prompt - Change the color of “AP” - Make into a lock up - Set into text
• Custom wordmark lockups are no longer acceptable. Product and division names can be highlighted by using a headline font, but will no longer be linked to the logo.
• Do not create custom ‘lockup’ marks for divisions…
• For limited use. See Visual Brand Guidelines.
• Hond-rosterized square icons. Use only os prescribed.
• Pre-scaled logo PNG files and icons were optimized for their current size and are not intended to be enlarged.

Iconography

• In print use, the logo should never be smaller than .2 inches in height. When used in digital applications such as the Web or on mobile devices, 50 pixel tall should be the minimum size. In special cases, such as icons which require a size smaller than the specified minimum, use a version specially rendered for that application. See section 2.8.1 for special small-use cases and section 5 for included Artwork.
• Screen -Icons Hand-rasterized square icons. Use only as prescribed. Favicon AP_ICON_16x16 Phone & iPod Touch Small Icon (search/settings) AP_ICON_29x29 iPhone Hi Res Small Icon (search/settings) AP_ICON_58x58 iPhone & iPod Touch App Icon AP_ICON_57x57 iPad Small Icon (Search Results) AP_ICON_50x50 iPhone Retina App Icon AP_ICON_114x114 Facebook Avatar AP_ICON_180x180 App Store Icon AP_ICON_512x512
• Pre-scaled logo PNG files and icons were optimized for their current size and are not intended to be enlarged.

Layout And Composition

• The AP logo is to be the dominant element in all compositions.
• The careful combination of graphic elements is what makes our brand strong.
• The grid is a time-tested tool in creating harmonious compositions. We have devised a grid system that is based on the proportions of the AP logo.
• The dimensions of the primary (vertical) logo will guide all grid making decisions. The width of the logo (x), its height (y), the height of the prompt (z), as well as the height of the AP letters (CAP), and the space between the prompt and the AP letters (1/2 CAP) are the variables used.
• In special cases where the secondary (horizontal) logo is used, the width of the logo is wider (w), but all other variables remain the same.
• Using those proportions supports elegant and strong compositions.
• When determining a grid, begin with the width of the application.
• Choose the appropriate size of the logo according to the sizing chart of the varying applications. Excluding special cases, logo width will be normally 1/10th or 1/12th the total application width.
• The resulting width of the logo will serve as the determining measurement for column width.
• The thickness of the prompt serves as the starting point for the gutter.
• Both horizontal and vertical gutters are double the thickness of the prompt.
• Once the logo size has been determined, place the maximum amount that will fit on the application, while including gutters (2z) between each instance of the logo (x).
• If the total number is even, remove one instance to end with an odd number. Remove any gutters that are on the outside, and center the remaining instances and gutters to produce the grid’s columns. Any remaining space serves as the left and right margins.
• The top margin is determined by the height (y) of the logo, as well as the grid rows. The gutter between rows is also twice the thickness of the prompt (22). Rows continue in this manner until the space remaining is less than the total height (y) and CAP height of the logo. The bottom margin is the remaining space.
• See section 5. Artwork for preset grids for letter, tabloid, A4 and A3 paper sizes.
• THE CONSTRUCTION OF A GRID FOR AN 8.5 x 11 INCH SHEET.
• In cases using the horizontal mark, the columns and rows are determined in the same manner as when the vertical mark is used, yet the height of the row is the determining measurement of the grid, generated by the ratio between the height (x) and the total height of the application.
• Additionally, the right margin is now determined by the width (w) of the logo, and the top, bottom and left margins are flexible.

Watermark Guidelines

• Watermarks help identify AP materials in a subtle and tasteful way, especially when using images is not an option.
• Designed as expanded, transparent versions of the AP letters in the AP logo, the watermarks strengthen the notion of connectivity that is a key attribute of the AP brand.
• Watermark patterns serve as a graphic element that can be used to distinguish otherwise unmarked photos or blank space. Using the watermark allows the system to maintain a brand presence without the striking AP logo.
• Patterns are acceptable over solid backgrounds and images, but should not be used when an image stream is in use, or a non-bleeding image is in use.
• The thickness of the strokes should always be of the same thickness as the prompt to link the two and create a more harmonious composition.
• Watermarks are made of three or four elements combined in an elegant composition.
• Pre-composed watermark artwork is provided, but in cases where artwork needs adjustments (e.g., use with photographs), new compositions can be made by following these rules:
• • The distance between parallel elements should be greater than the width of the AP logo on the page.
• • Bleed the watermark on at least one side.
• • Follow color rules (Neutral or Bright on Deep or Photo, Neutral on Neutral or White)
• • The watermark should be independent of the content-not interfering nor interacting with photographs, text or the logo.
• Proper watermark applications
• Parallel lines should not come too close to each other
• The watermark should not frame the content area
• Avoid excessive number of watermark elements
• Do not create recognizable shapes or letterforms
• No arbitrary rotation of the watermark. Only rotate watermark elements at 90° angles
• The elements should not be contained in a tight area
• The elements should not intersect
• The watermark should not interact with the content
• Watermarks follow the general rules for color use.
• Watermarks should always be rendered in Neutral or Bright colors and used only on the specified backgrounds.

Environmental Applications

• This example demonstrates an environment that can be created within our graphic system.

Additional Properties