Yamaha

📋 2 Guidelines

🔗 Connections

Sector

Automobile

Region

Japan Usa

Guideline Year

2008 2016

Language

English

Tags

Corporate

Official Websites

Brand Guidelines

2016

Brand Summary

Mission
  • To provide a framework that allows members to deliver a consistent and relevant brand experience throughout all communications on all levels of the organization, inspiring learning, growth, and the application of knowledge in marketing [^1].
Core Values
  • Guidance
  • Inspiration
  • Personal Development
  • Curiosity
  • Empowerment
  • Intelligence
  • Credibility
  • User-friendliness
  • Professionalism
  • Integrity
Target Audience
  • Members of the American Marketing Association, including educators, marketing professionals, students, and chapter communities spanning all skill levels [^2].
Personality Traits
  • Intuitive
  • Inspiring
  • Smart
  • Credible
  • Inviting
  • Professional
  • Modern
Visual Identity Overview
  • The visual identity is minimalistic, professional, and modern, featuring a clean layout with strong geometric elements, a consistent logo mark, a defined color palette (French Navy Blue, Bone White, Black, Red, and tertiary colors), Gotham Rounded typography, and graphic patterns that emphasize clarity, structure, and brand recognition [^3].

Categories

Brand Voice
  • Photography should relate to the subject of the article. It should help tell a story, and like our brand voice, photography should draw the reader in and pique curiosity.
  • Photography choices should be rooted in our design principles: intuitive, inspiring, smart, credible and inviting. Also, it should elevate the image of the AMA while exalting the profession.
Brand Imagery
  • Photography should relate to the subject of the article. It should help tell a story, and like our brand voice, photography should draw the reader in and pique curiosity.
  • Photography choices should be rooted in our design principles: intuitive, inspiring, smart, credible and inviting. Also, it should elevate the image of the AMA while exalting the profession.
  • Photography should never look like stock photography. It should have a lifestyle feel with natural lighting. The overall tone should be slightly desaturated with a cool tint. These examples have a cool tint/blue filter applied.
  • Use cropping as needed to focus on the relevant content or subject matter.
  • Each chapter should be able to celebrate their city through the use of photography.
  • Photography should capture the essence of the city. Cityscapes are preferred if the skyline is distinguished, however other characteristics may be captured as well. Outdoor environments are recommended. People may be in the frames if they are not the main focus. If there are people in the frame, we prefer that they are not looking at the camera.
  • Photography should never look like stock photography. It should instead have a lifestyle feel with natural lighting. Photos may be in color with a cool tint, or one color with French Navy Blue.
  • Use cropping as a compositional tool to showcase the distinguishing architectural or geographical features of each chapter location.
Color Palette
  • The following color palette has been created for use in print and digital communications.
  • The brandmark should always appear in one of the primary brand colors: Bone White, French Navy Blue, or Black.
  • Primary Brand Colors The primary brand colors combined with hints of the secondary brand color red make up the preferred palette for the AMA brand.
  • Bone White Warm Gray 1C (50%) #f3f2ee C3M2Y5K0 R242G242B237
  • French Navy Blue 2965 C #1f304f C94M81Y42K38 R31G48B79
  • Black Black 6C #201c0f C64M62Y76K79 R28G23B0
  • Secondary Brand Color The secondary brand color should be used as an accent with the primary brand colors. The brandmark should never be used in the secondary brand color.
  • Red 1805 C #b22b25 C21M96Y100K12 R178G41B31
  • Tertiary Brand Colors The tertiary palette is intended for driving differentiation between specific events, conferences, training programs and content. The tertiary colors can be used with or without the accent red. A maximum of two accent colors can be used together, and it is preferred that one primary brand color always be included.
  • Blue 3015 C #0071a5 C100M31Y5K20 R0G102B161
  • Purple 2607 C #553b6b C75M86Y30K17 R86G59B108
  • Aqua 325 C #69b5a4 C60M9Y41K0 R105G181B164
  • Orange 1595 C #e87531 C5M66Y92K0 R230G118B48
  • Green 364 C #476d3d C73M36Y90K24 R72G110B61
  • Yellow 143 C #e8a32a C8M39Y96K0 R232G163B42
Typography
  • Typography plays a critical role in all AMA communications. The AMA uses Gotham Rounded in key marketing communications because it is professional, modern, and maintains its integrity regardless of scale.
  • All typography within communications should be presented in a user-friendly manner to convey meaning clearly and simply.
  • The primary headline of a piece of collateral should be in Gotham Rounded Book. The secondary headline (ex. the presenter) should be in Gotham Rounded Bold/all caps. Body copy should be separated by a divider line and be in Gotham Rounded Book.
  • Alternative typography that is readily available for most of our network has been selected for use in general communications like meeting minutes, emails and presentations. Those fonts include Arial Regular, Arial Bold and Times New Roman Regular.
  • Times New Roman should only be used as a secondary option for body copy.
Logo Usage
  • The minimum clear space around the logo is equal to the height and width of the “A.” The only exception is the main logo lockup where the minimum clear space is l.Sx the height of the “A.”
  • The logo may be reduced in size but must remain legible. See diagrams for the minimum size for each logo version.
  • The logo should always appear in one solid color. The main colors are French Navy Blue, Bone White, and Black. If color is an option, French Navy Blue is preferred.
  • The logo should be placed at the top or bottom of all collateral, web banners or ads and should flow with the rest of the content. The only exception would be a website or mobile application, which would be addressed in a separate guidelines document on digital usage.
  • .65 inch
  • 1.5 inch
  • .85 inch
  • Do not use non-approved colors or mix multiple colors in the logo mark.
  • Do not use sentence case for the word mark.
  • Do not condense or distort the logo in any way.
  • Do not rotate the logo.
  • Do not recreate the wordmark with another typeface.
  • Do not scale any graphic elements.
  • Do not place the wordmark in a non-approved position.
  • The brandmark should always appear in one of the primary brand colors: Bone White, French Navy Blue, or Black.
  • The secondary brand color should be used as an accent with the primary brand colors. The brandmark should never be used in the secondary brand color.
Tone And Messaging
  • All communications should be intuitive, inspiring, smart, credible and inviting. All AMA communications should be presented in a user-friendly manner to convey their meaning clearly and simply. Communications should elevate our image while exalting our profession. Communications should keep viewers engaged with provocative ideas presented in an accessible manner.
  • All AMA communications should be intuitive, inspiring, smart, credible and inviting. They should be presented in a user-friendly manner to convey their meaning clearly and simply. Collateral should clearly curate the essential issues while filtering out the noise and distractions. It should draw members in by piquing their curiosity with relevant information. All print collateral at the chapter level must include a chapter lockup.
  • All AMA communications should be intuitive, inspiring, smart, credible and inviting. They should be presented in a user-friendly manner to convey their meaning clearly and simply. Conference and event collateral should clearly curate the essential issues while filtering out the noise and distractions. It should draw members in by piquing their curiosity with relevant information. All conference and event communications and signage at the chapter level must include a chapter lockup.
Visual Style
  • The minimum clear space around the logo is equal to the height and width of the “A.” The only exception is the main logo lockup where the minimum clear space is l.Sx the height of the “A.”
  • The logo may be reduced in size but must remain legible. See diagrams for the minimum size for each logo version.
  • The logo should always appear in one solid color. The main colors are French Navy Blue, Bone White, and Black. If color is an option, French Navy Blue is preferred.
  • The logo should be placed at the top or bottom of all collateral, web banners or ads and should flow with the rest of the content. The only exception would be a website or mobile application, which would be addressed in a separate guidelines document on digital usage.
  • Do not use non-approved colors or mix multiple colors in the logo mark.
  • Do not use sentence case for the word mark.
  • Do not condense or distort the logo in any way.
  • Do not rotate the logo.
  • Do not recreate the wordmark with another typeface.
  • Do not scale any graphic elements.
  • Do not place the wordmark in a non-approved position.
  • The following color palette has been created for use in print and digital communications.
  • The brandmark should always appear in one of the primary brand colors: Bone White, French Navy Blue, or Black.
  • The primary brand colors combined with hints of the secondary brand color red make up the preferred palette for the AMA brand.
  • The secondary brand color should be used as an accent with the primary brand colors. The brandmark should never be used in the secondary brand color.
  • The tertiary palette is intended for driving differentiation between specific events, conferences, training programs and content. The tertiary colors can be used with or without the accent red. A maximum of two accent colors can be used together, and it is preferred that one primary brand color always be included.
  • There are four distinct approved patterns for AMA branding. These may be scaled, but must be legible. Patterns should never be rotated. The maximum number of colors used in each pattern should be limited to three: AMA Bone White as either background or pattern plus one or two of the approved colors from page 8.
Layout And Composition
  • The minimum clear space around the logo is equal to the height and width of the “A.” The only exception is the main logo lockup where the minimum clear space is l.Sx the height of the “A.”
  • The logo may be reduced in size but must remain legible. See diagrams for the minimum size for each logo version.
  • The logo should be placed at the top or bottom of all collateral, web banners or ads and should flow with the rest of the content. The only exception would be a website or mobile application, which would be addressed in a separate guidelines document on digital usage.
  • There are three lockup options for communities to choose from based on the layout of the collateral and the needs. The community names should use Gotham Rounded Bold, with a tracking of -10, and be in sentence case. The font size should remain consistent (it can be resized smaller only if the community name is exceptionally long). The community name should be centered vertically, and the cap height should be approximately 1/3 the height of the divider line. Option 1 should only be used if the full “American Marketing Association” name is featured prominently nearby.
  • When combining the AMA logo mark with product names, use Gotham Rounded Bold, with a tracking of -10, in sentence case. The font size should remain consistent (it can be resized smaller only if the name is exceptionally long). The name should be centered vertically, and the cap height should be approximately 1/3 the height of the divider line. The negative space to the left and right of the divider line should be equal.
  • There are four chapter lockup options to choose from based on the layout of the collateral and the needs. The chapter names should use Gotham Rounded Bold, with a tracking of -10, and be in sentence case. The font size should remain consistent (it can be resized smaller only if the community name is exceptionally long). The chapter name should be centered vertically, and the cap height should be approximately 1/3 the height of the divider line. Option 1 should only be used if the full “American Marketing Association” name is featured prominently nearby.
  • There are five lockup options for collegiate chapters to choose from based on the layout of the collateral and length of the university’s name. The chapter or university name should use Gotham Rounded Bold with a tracking of -10 and be in sentence case. The font size should remain consistent with the template provided. The chapter name should be centered vertically, and the cap height should be approximately 1/3 the height of the divider line. If your university brand guidelines conflict with this guidance, please contact the AMA Support Center to align on a lockup that works for both the AMA brand and your university brand. Do not abbreviate school names.
  • All AMA communications should be intuitive, inspiring, smart, credible and inviting. All AMA communications should be presented in a user-friendly manner to convey their meaning clearly and simply. Communications should elevate our image while exalting our profession. Communications should keep viewers engaged with provocative ideas presented in an accessible manner.
  • All AMA communications should be intuitive, inspiring, smart, credible and inviting. They should be presented in a user-friendly manner to convey their meaning clearly and simply. Collateral should clearly curate the essential issues while filtering out the noise and distractions. It should draw members in by piquing their curiosity with relevant information. All print collateral at the chapter level must include a chapter lockup.
  • All AMA communications should be intuitive, inspiring, smart, credible and inviting. They should be presented in a user-friendly manner to convey their meaning clearly and simply. Conference and event collateral should clearly curate the essential issues while filtering out the noise and distractions. It should draw members in by piquing their curiosity with relevant information. All conference and event communications and signage at the chapter level must include a chapter lockup.
  • All AMA communications should be intuitive, inspiring, smart, credible and inviting. They should be presented in a user-friendly manner to convey their meaning clearly and simply. Collateral should clearly curate the essential issues while filtering out the noise and distractions. It should draw members in by piquing their curiosity with relevant information. All print collateral at the chapter level must include a chapter lockup.
  • The minimum clear space around the logo is equal to the height and width of the “A.” The only exception is the main logo lockup where the minimum clear space is l.Sx the height of the “A.”
  • The logo may be reduced in size but must remain legible. See diagrams for the minimum size for each logo version.
  • The logo should always appear in one solid color. The main colors are French Navy Blue, Bone White, and Black. If color is an option, French Navy Blue is preferred.
  • The logo should be placed at the top or bottom of all collateral, web banners or ads and should flow with the rest of the content. The only exception would be a website or mobile application, which would be addressed in a separate guidelines document on digital usage.
  • Do not use non-approved colors or mix multiple colors in the logo mark.
  • Do not use sentence case for the word mark.
  • Do not condense or distort the logo in any way.
  • Do not rotate the logo.
  • Do not recreate the wordmark with another typeface.
  • Do not scale any graphic elements.
  • Do not place the wordmark in a non-approved position.
  • The following color palette has been created for use in print and digital communications.
  • The brandmark should always appear in one of the primary brand colors: Bone White, French Navy Blue, or Black.
  • The primary brand colors combined with hints of the secondary brand color red make up the preferred palette for the AMA brand.
  • The secondary brand color should be used as an accent with the primary brand colors. The brandmark should never be used in the secondary brand color.
  • The tertiary palette is intended for driving differentiation between specific events, conferences, training programs and content. The tertiary colors can be used with or without the accent red. A maximum of two accent colors can be used together, and it is preferred that one primary brand color always be included.
Branded Merchandise

  • Branded Merchandise

Corporate Templates

  • Email Signature ### Justine Massa Designer AM>] AMERICAN MARKETING ASSOCIATION Email: justinemassa@ama.org I Phone: 312.555.3436

  • [Figure description: AMD Answers In Action Logo - The image features a rectangular design with a dark blue or slate gray background. On the left side, there is the AMD logo, which consists of the uppercase letters ‘AM’ followed by a right-pointing angle bracket ‘>’. To the right of the logo, there is a vertical white line separating the logo from the accompanying text. The text on the right side reads ‘Answers In Action™’ in white, with the first letter of each word capitalized. The font is clean, modern, and sans-serif. The overall layout is minimalist and professional, emphasizing the branding and slogan. There are no additional graphical elements, images, or decorative features; the focus remains on the logo and the tagline.]
  • [Figure description: AMA Business Card Design - The image should have a professional business card design featuring the American Marketing Association logo at the top left, which includes a stylized ‘AM’ with a right arrow symbol. To the right of the logo, the text ‘AMERICAN MARKETING ASSOCIATION’ is displayed in uppercase, with a clean, modern font. Below the logo and organization name, centered or aligned to the left, the name ‘MATTHEW JACOBSON’ appears in uppercase, bold, or prominent text, with the title ‘Creative Director’ underneath. On the lower left side, contact details are included: an email address ‘matthew@ama.org’, the website ‘www.ama.org’, and a phone number ‘312.224.4234’. On the lower right side, the mailing address is provided: ‘645 N Michigan Ave., Suite 800, Chicago, IL 60611’. The background should be a plain, light color, such as white or a subtle off-white, with the text in dark, contrasting colors like navy blue or black, maintaining a clean and minimalistic aesthetic.]AM>] AMERICAN MARKETING ASSOCIATION MATTHEW JACOBSON Creative Director matthew@ama.org 645 N Michigan Ave. www.ama.org Suite 800 312.224.4234 Chicago, IL 60611
  • [Figure description: Corporate Letterhead Design - The image depicts a letterhead template which prominently features the logo and name of the American Marketing Association at the top left corner, with stylized initials ‘AM’ and a rightward arrow symbol. The top right corner displays the organization’s address, including street address ‘545 N Michigan Ave., Suite 800, Chicago, IL 60611’, contact email ‘info@ama.org’, website ‘www.ama.org’, and phone number ‘312.944.5037’. Below the logo and address, there is a centered greeting line, followed by several paragraphs of placeholder text in Latin, indicating typical content of a formal letter, with phrases like ‘Lorem ipsum’ and other nonsensical text used as fill. Under the paragraphs, there is a space for a signature, with the name ‘Matthew Jacobson’, titled as ‘Creative Director’ printed below a stylized handwritten signature. At the bottom of the letter, the logo of the American Marketing Association appears again in a smaller form, aligned to the right, matching the style of the logo at the top. The overall layout is structured with a clear header, body text, and footer, and uses a clean, professional font with ample white space around the margins, giving it a formal and corporate appearance.]AM>] AMERICAN MARKETING 645 N Michigan Ave. info@ama.org ASSOCIATION Suite 800 www.ama.org Chicago, IL 60611 312.344.5607 To whom it may concern, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus accumsan enim felis, eu lacinia leo egestas vitae. In rutrum, eros a elementum commodo, nulla velit dapibus augue, at vehicula mi tellus et nunc. Curabitur nisi enim, vulputate at porta nec, vulputate non arcu. Integer turpis mi, gravida nec tristique dapibus, convallis non ex. Nulla cursus tartar in feugiat varius. Nulla lectus neque, sollicitudin non tortor quis, molestie rutrum est. Pellentesque semper erat eros, ac semper urna tempus at. NuIla non maximus eros, a venenatis purus. Fusee eu mattis dolor. Quisque eget porttitor risus. Pellentesque gravida nisi finibus, convallis metus non, pulvinar lacus. Phasellus pretium nisl vel orci iaculis luctus. Nam ac arcu vel purus ullamcorper blandit quis a ligula. Suspendisse cursus lorem a convallis commodo. Maecenas ac mauris ornare, sodales neque ut, venenatis augue. Duis hendrerit aliquam bibendum. In ac lacinia nibh. Nulla in tellus bibendum neque dignissim sagittis. Maecenas vestibulum et nulla id pellentesque. Cras lectus ante, vehicula in nuIla sit amet, gravida finibus sem. Maecenas aliquet dictum felis, quis varius ipsum commodo ac. Sed fringilla eros vitae ligula tincidunt, quis mollis velit rutrum. Pellentesque eu sapi­en at velit facilisis semper. Morbi tristique neque faucibus, tempor est eget, maximus nisl. Phasellus consecteturlorem rutrum ultrices feugiat, urna quam malesuada velit, , a vulputate augue massa at odio. Pellentesque justo magna, suscipit quis diam id, faucibus eleifend velit. Integer volutpat feugiat elementum. Ut id ante elit. Sed nee magna dapibus nisi rhoncus pellentesque ut in lorem. Suspendisse potenti. Nunc pharetra sem mi, in pulvinar quam malesuada non. Vestibulum ultrices aliquam congue. Cras vel nisl et mauris suscipit accumsan. Proin nee sem dui. Sincerely, Matthew Jacobson Creative Director AM>
  • [Figure description: Marketing 101 Slide Layout - The image depicts a presentation slide titled ‘Marketing 101’ at the top, with the title in large, dark text and an underline beneath it. Below the title, there are seven bullet points, each comprising placeholder text ‘Lorem ipsum dolor sit amet, consectetur adipiscing elit,’ formatted with a small bullet symbol, and aligned left. The bullets are evenly spaced vertically across the slide. The background of the slide is light gray or off-white. At the bottom of the slide, there is a dark navy-blue footer section containing a logo and text on the left side, which includes the abbreviation ‘AMY’ and the full name ‘American Marketing Association,’ and the footer also contains footer text on the right side indicating ‘MARKETING 101 | 02,’ separated by vertical lines. The overall design is clean and professional, with a focus on the content, minimal use of colors, and clear organization.]Marketing 101 • Lorem ipsum dolor sit amet, consectetur adipiscing elit. • Lorem ipsum dolor sit amet, consectetur adipiscing elit. • Lorem ipsum dolor sit amet, consectetur adipiscing elit. • Lorem ipsum dolor sit amet, consectetur adipiscing elit. • Lorem ipsum dolor sit amet, consectetur adipiscing elit. • Lorem ipsum dolor sit amet, consectetur adipiscing elit. • Lorem ipsum dolor sit amet, consectetur adipiscing elit. /\ M > I AMERICAN MARKETING ASSOCIATION MARKETING 101 I O 2
Event Programs
  • Front cover page should feature a white background with a large geometric triangle occupying the bottom left corner, filled with a dark blue and white pattern of scattered directional arrows and letter ‘M’s. Near the top, aligned left, should be the text ‘2016 ANNUAL CONFERENCE’ in small, uppercase, red font. Below it, larger in size, should be the phrase ‘Inspired Marketing’ in a modern, clean, navy blue font, with ‘Inspired’ in regular weight and ‘Marketing’ bolded or emphasized. The bottom left corner should display the logo of ‘AM’ (American Marketing Association), with ‘American Marketing Association’ written beneath it in small, navy blue text. The overall design should be sleek and professional, using a minimal and modern aesthetic, with contrasting dark blue and white colors and subtle red accents.
  • The front cover page should feature a predominantly dark purple or deep violet background with a large, diagonal triangular overlay extending from the bottom left corner to the top right, creating a dynamic division of space. In the top left section, the text ‘AMA AUSTIN PRESENTS’ should be displayed in small, uppercase, orange letters. Below this, centered, the main title ‘UX Design Trends’ should be prominently featured in large, white, clean, sans-serif font. Additionally, there should be a subtle, orange horizontal line beneath the subtitle to add emphasis and separation. The background and overlay should include a pattern of scattered, stylized letters and symbols—such as ‘M’, ‘W’, ‘A’, ‘V’, and arrows—in various sizes, oriented in different directions, and rendered in a shade matching the overall purple scheme, creating a modern, abstract design consistent with UX themes. The back cover page should display a seamless pattern of the same stylized letters and symbols, densely covering the entire background in a repeating pattern, all in shades of purple and white, maintaining visual cohesion with the front cover.
  • The image should be divided into two segments, with the left segment featuring a diagonal line separating the areas, showing a cityscape skyline with high-rise buildings of various architectural styles and heights, under a clear sky, rendered in natural colors with a warm light suggesting late afternoon or early evening. The upper part of both segments displays a header with the text ‘AMA AUSTIN PRESENTS’ in uppercase, orange font on the right segment and similar on the left, along with ‘UX Design Trends’ in large, white font below. The left segment has a purple background with a diagonal cut and includes the logo or text ‘AMP | Austin’ in white, placed in the lower part of the purple section. The right segment’s background is entirely purple and contains the same title ‘UX Design Trends’ and the ‘AMP | Austin’ logo in white, positioned towards the bottom. Both segments feature a consistent color scheme of purple, white, and orange, with a clean and professional layout emphasizing the urban setting and the event’s branding.
Conference Signage
  • All conference and event communications and signage at the chapter level must include a chapter lockup.
  • Conference and event collateral should clearly curate the essential issues while filtering out the noise and distractions. It should draw members in by piquing their curiosity with relevant information.
  • Conference and event communications should be intuitive, inspiring, smart, credible and inviting. They should be presented in a user-friendly manner to convey their meaning clearly and simply.
Direct Mailer
  • 2016 ANNUAL CONFERENCE Inspired Marketing UX Design Trends Save the date for THE marketing event of the year. Save the date for THE marketing event of the year. SEPTEMBER 27-29 JW Marriott, Austin, TX JW Marriott, Austin, TX ama.org/annual ama.org/annual Join us in Austin this September and be prepared to go beyond the content, to seek clarity, innovations, insights & next practices. AM> content, to seek clarity, innovations, insights & next practices. AM> American Marketing Association American Marketing Association 311 South Wacker Drive #5800 311 South Wacker Drive #5800 Chicago IL 60606-6629 Chicago IL 60606-6629 KEYNOTE SPEAKERS KEYNOTE SPEAKERS Guy Kawasaki Chris Di Cesare Guy Kawasaki Chris Di Cesare Chief Evangelist, Canva Head of Creative Programming Chief Evangelist, Canva Head of Creative Programming at Google/YouTube • at Google/YouTube STRATEGIC TRACKS STRATEGIC TRACKS • Insights & Innovation • From Chaos to Clarity: Resilience • Insights & Innovation: • From Chaos to Clarity: Resilience An Inextricable Link in an Ever-Changing World An Inextricable Link in an Ever-Changing World • Next Practices: Getting Ahead • Beyond Content: The Key to • Next Practices: Getting Ahead • Beyond Content: The Key to of the Marketing Curve Competitive Advantage of the Marketing Curve Competitive Advantage Register before September 1st to save To learn more visit: ama.org/annual Register before September 1st to save To learn more visit: ama.org/annual with the early registration fee. with the early registration fee. Official Conference Official Conference Partner Sponsors PPA! @aapresv Partner Sponsors PPAJ @dapresv Sponsorship and exhibit opportunities are available. Contact Lore Gil at 312-542-9033 or email Igil@ama.org Sponsorship and exhibit opportunities are available. Contact Lore Gil at 312-542-9033 or email Igil@ama.org

2008

Brand Summary

Mission
  • To provide a framework that allows members to deliver a consistent and relevant brand experience throughout all communications on all levels of the organization, inspiring learning, growth, and the application of knowledge in marketing [^1].
Core Values
  • Guidance
  • Inspiration
  • Personal Development
  • Curiosity
  • Empowerment
  • Intelligence
  • Credibility
  • User-friendliness
  • Professionalism
  • Integrity
Target Audience
  • Members of the American Marketing Association, including educators, marketing professionals, students, and chapter communities spanning all skill levels [^2].
Personality Traits
  • Intuitive
  • Inspiring
  • Smart
  • Credible
  • Inviting
  • Professional
  • Modern
Visual Identity Overview
  • The visual identity is minimalistic, professional, and modern, featuring a clean layout with strong geometric elements, a consistent logo mark, a defined color palette (French Navy Blue, Bone White, Black, Red, and tertiary colors), Gotham Rounded typography, and graphic patterns that emphasize clarity, structure, and brand recognition [^3].

Categories

Brand Voice
  • Photography should relate to the subject of the article. It should help tell a story, and like our brand voice, photography should draw the reader in and pique curiosity.
  • Photography choices should be rooted in our design principles: intuitive, inspiring, smart, credible and inviting. Also, it should elevate the image of the AMA while exalting the profession.
Brand Imagery
  • Photography should relate to the subject of the article. It should help tell a story, and like our brand voice, photography should draw the reader in and pique curiosity.
  • Photography choices should be rooted in our design principles: intuitive, inspiring, smart, credible and inviting. Also, it should elevate the image of the AMA while exalting the profession.
  • Photography should never look like stock photography. It should have a lifestyle feel with natural lighting. The overall tone should be slightly desaturated with a cool tint. These examples have a cool tint/blue filter applied.
  • Use cropping as needed to focus on the relevant content or subject matter.
  • Each chapter should be able to celebrate their city through the use of photography.
  • Photography should capture the essence of the city. Cityscapes are preferred if the skyline is distinguished, however other characteristics may be captured as well. Outdoor environments are recommended. People may be in the frames if they are not the main focus. If there are people in the frame, we prefer that they are not looking at the camera.
  • Photography should never look like stock photography. It should instead have a lifestyle feel with natural lighting. Photos may be in color with a cool tint, or one color with French Navy Blue.
  • Use cropping as a compositional tool to showcase the distinguishing architectural or geographical features of each chapter location.
Color Palette
  • The following color palette has been created for use in print and digital communications.
  • The brandmark should always appear in one of the primary brand colors: Bone White, French Navy Blue, or Black.
  • Primary Brand Colors The primary brand colors combined with hints of the secondary brand color red make up the preferred palette for the AMA brand.
  • Bone White Warm Gray 1C (50%) #f3f2ee C3M2Y5K0 R242G242B237
  • French Navy Blue 2965 C #1f304f C94M81Y42K38 R31G48B79
  • Black Black 6C #201c0f C64M62Y76K79 R28G23B0
  • Secondary Brand Color The secondary brand color should be used as an accent with the primary brand colors. The brandmark should never be used in the secondary brand color.
  • Red 1805 C #b22b25 C21M96Y100K12 R178G41B31
  • Tertiary Brand Colors The tertiary palette is intended for driving differentiation between specific events, conferences, training programs and content. The tertiary colors can be used with or without the accent red. A maximum of two accent colors can be used together, and it is preferred that one primary brand color always be included.
  • Blue 3015 C #0071a5 C100M31Y5K20 R0G102B161
  • Purple 2607 C #553b6b C75M86Y30K17 R86G59B108
  • Aqua 325 C #69b5a4 C60M9Y41K0 R105G181B164
  • Orange 1595 C #e87531 C5M66Y92K0 R230G118B48
  • Green 364 C #476d3d C73M36Y90K24 R72G110B61
  • Yellow 143 C #e8a32a C8M39Y96K0 R232G163B42
Typography
  • Typography plays a critical role in all AMA communications. The AMA uses Gotham Rounded in key marketing communications because it is professional, modern, and maintains its integrity regardless of scale.
  • All typography within communications should be presented in a user-friendly manner to convey meaning clearly and simply.
  • The primary headline of a piece of collateral should be in Gotham Rounded Book. The secondary headline (ex. the presenter) should be in Gotham Rounded Bold/all caps. Body copy should be separated by a divider line and be in Gotham Rounded Book.
  • Alternative typography that is readily available for most of our network has been selected for use in general communications like meeting minutes, emails and presentations. Those fonts include Arial Regular, Arial Bold and Times New Roman Regular.
  • Times New Roman should only be used as a secondary option for body copy.
Logo Usage
  • The minimum clear space around the logo is equal to the height and width of the “A.” The only exception is the main logo lockup where the minimum clear space is l.Sx the height of the “A.”
  • The logo may be reduced in size but must remain legible. See diagrams for the minimum size for each logo version.
  • The logo should always appear in one solid color. The main colors are French Navy Blue, Bone White, and Black. If color is an option, French Navy Blue is preferred.
  • The logo should be placed at the top or bottom of all collateral, web banners or ads and should flow with the rest of the content. The only exception would be a website or mobile application, which would be addressed in a separate guidelines document on digital usage.
  • .65 inch
  • 1.5 inch
  • .85 inch
  • Do not use non-approved colors or mix multiple colors in the logo mark.
  • Do not use sentence case for the word mark.
  • Do not condense or distort the logo in any way.
  • Do not rotate the logo.
  • Do not recreate the wordmark with another typeface.
  • Do not scale any graphic elements.
  • Do not place the wordmark in a non-approved position.
  • The brandmark should always appear in one of the primary brand colors: Bone White, French Navy Blue, or Black.
  • The secondary brand color should be used as an accent with the primary brand colors. The brandmark should never be used in the secondary brand color.
Tone And Messaging
  • All communications should be intuitive, inspiring, smart, credible and inviting. All AMA communications should be presented in a user-friendly manner to convey their meaning clearly and simply. Communications should elevate our image while exalting our profession. Communications should keep viewers engaged with provocative ideas presented in an accessible manner.
  • All AMA communications should be intuitive, inspiring, smart, credible and inviting. They should be presented in a user-friendly manner to convey their meaning clearly and simply. Collateral should clearly curate the essential issues while filtering out the noise and distractions. It should draw members in by piquing their curiosity with relevant information. All print collateral at the chapter level must include a chapter lockup.
  • All AMA communications should be intuitive, inspiring, smart, credible and inviting. They should be presented in a user-friendly manner to convey their meaning clearly and simply. Conference and event collateral should clearly curate the essential issues while filtering out the noise and distractions. It should draw members in by piquing their curiosity with relevant information. All conference and event communications and signage at the chapter level must include a chapter lockup.
Visual Style
  • The minimum clear space around the logo is equal to the height and width of the “A.” The only exception is the main logo lockup where the minimum clear space is l.Sx the height of the “A.”
  • The logo may be reduced in size but must remain legible. See diagrams for the minimum size for each logo version.
  • The logo should always appear in one solid color. The main colors are French Navy Blue, Bone White, and Black. If color is an option, French Navy Blue is preferred.
  • The logo should be placed at the top or bottom of all collateral, web banners or ads and should flow with the rest of the content. The only exception would be a website or mobile application, which would be addressed in a separate guidelines document on digital usage.
  • Do not use non-approved colors or mix multiple colors in the logo mark.
  • Do not use sentence case for the word mark.
  • Do not condense or distort the logo in any way.
  • Do not rotate the logo.
  • Do not recreate the wordmark with another typeface.
  • Do not scale any graphic elements.
  • Do not place the wordmark in a non-approved position.
  • The following color palette has been created for use in print and digital communications.
  • The brandmark should always appear in one of the primary brand colors: Bone White, French Navy Blue, or Black.
  • The primary brand colors combined with hints of the secondary brand color red make up the preferred palette for the AMA brand.
  • The secondary brand color should be used as an accent with the primary brand colors. The brandmark should never be used in the secondary brand color.
  • The tertiary palette is intended for driving differentiation between specific events, conferences, training programs and content. The tertiary colors can be used with or without the accent red. A maximum of two accent colors can be used together, and it is preferred that one primary brand color always be included.
  • There are four distinct approved patterns for AMA branding. These may be scaled, but must be legible. Patterns should never be rotated. The maximum number of colors used in each pattern should be limited to three: AMA Bone White as either background or pattern plus one or two of the approved colors from page 8.
Layout And Composition
  • The minimum clear space around the logo is equal to the height and width of the “A.” The only exception is the main logo lockup where the minimum clear space is l.Sx the height of the “A.”
  • The logo may be reduced in size but must remain legible. See diagrams for the minimum size for each logo version.
  • The logo should be placed at the top or bottom of all collateral, web banners or ads and should flow with the rest of the content. The only exception would be a website or mobile application, which would be addressed in a separate guidelines document on digital usage.
  • There are three lockup options for communities to choose from based on the layout of the collateral and the needs. The community names should use Gotham Rounded Bold, with a tracking of -10, and be in sentence case. The font size should remain consistent (it can be resized smaller only if the community name is exceptionally long). The community name should be centered vertically, and the cap height should be approximately 1/3 the height of the divider line. Option 1 should only be used if the full “American Marketing Association” name is featured prominently nearby.
  • When combining the AMA logo mark with product names, use Gotham Rounded Bold, with a tracking of -10, in sentence case. The font size should remain consistent (it can be resized smaller only if the name is exceptionally long). The name should be centered vertically, and the cap height should be approximately 1/3 the height of the divider line. The negative space to the left and right of the divider line should be equal.
  • There are four chapter lockup options to choose from based on the layout of the collateral and the needs. The chapter names should use Gotham Rounded Bold, with a tracking of -10, and be in sentence case. The font size should remain consistent (it can be resized smaller only if the community name is exceptionally long). The chapter name should be centered vertically, and the cap height should be approximately 1/3 the height of the divider line. Option 1 should only be used if the full “American Marketing Association” name is featured prominently nearby.
  • There are five lockup options for collegiate chapters to choose from based on the layout of the collateral and length of the university’s name. The chapter or university name should use Gotham Rounded Bold with a tracking of -10 and be in sentence case. The font size should remain consistent with the template provided. The chapter name should be centered vertically, and the cap height should be approximately 1/3 the height of the divider line. If your university brand guidelines conflict with this guidance, please contact the AMA Support Center to align on a lockup that works for both the AMA brand and your university brand. Do not abbreviate school names.
  • All AMA communications should be intuitive, inspiring, smart, credible and inviting. All AMA communications should be presented in a user-friendly manner to convey their meaning clearly and simply. Communications should elevate our image while exalting our profession. Communications should keep viewers engaged with provocative ideas presented in an accessible manner.
  • All AMA communications should be intuitive, inspiring, smart, credible and inviting. They should be presented in a user-friendly manner to convey their meaning clearly and simply. Collateral should clearly curate the essential issues while filtering out the noise and distractions. It should draw members in by piquing their curiosity with relevant information. All print collateral at the chapter level must include a chapter lockup.
  • All AMA communications should be intuitive, inspiring, smart, credible and inviting. They should be presented in a user-friendly manner to convey their meaning clearly and simply. Conference and event collateral should clearly curate the essential issues while filtering out the noise and distractions. It should draw members in by piquing their curiosity with relevant information. All conference and event communications and signage at the chapter level must include a chapter lockup.
  • All AMA communications should be intuitive, inspiring, smart, credible and inviting. They should be presented in a user-friendly manner to convey their meaning clearly and simply. Collateral should clearly curate the essential issues while filtering out the noise and distractions. It should draw members in by piquing their curiosity with relevant information. All print collateral at the chapter level must include a chapter lockup.
  • The minimum clear space around the logo is equal to the height and width of the “A.” The only exception is the main logo lockup where the minimum clear space is l.Sx the height of the “A.”
  • The logo may be reduced in size but must remain legible. See diagrams for the minimum size for each logo version.
  • The logo should always appear in one solid color. The main colors are French Navy Blue, Bone White, and Black. If color is an option, French Navy Blue is preferred.
  • The logo should be placed at the top or bottom of all collateral, web banners or ads and should flow with the rest of the content. The only exception would be a website or mobile application, which would be addressed in a separate guidelines document on digital usage.
  • Do not use non-approved colors or mix multiple colors in the logo mark.
  • Do not use sentence case for the word mark.
  • Do not condense or distort the logo in any way.
  • Do not rotate the logo.
  • Do not recreate the wordmark with another typeface.
  • Do not scale any graphic elements.
  • Do not place the wordmark in a non-approved position.
  • The following color palette has been created for use in print and digital communications.
  • The brandmark should always appear in one of the primary brand colors: Bone White, French Navy Blue, or Black.
  • The primary brand colors combined with hints of the secondary brand color red make up the preferred palette for the AMA brand.
  • The secondary brand color should be used as an accent with the primary brand colors. The brandmark should never be used in the secondary brand color.
  • The tertiary palette is intended for driving differentiation between specific events, conferences, training programs and content. The tertiary colors can be used with or without the accent red. A maximum of two accent colors can be used together, and it is preferred that one primary brand color always be included.
Branded Merchandise

  • Branded Merchandise

Corporate Templates

  • Email Signature ### Justine Massa Designer AM>] AMERICAN MARKETING ASSOCIATION Email: justinemassa@ama.org I Phone: 312.555.3436

  • [Figure description: AMD Answers In Action Logo - The image features a rectangular design with a dark blue or slate gray background. On the left side, there is the AMD logo, which consists of the uppercase letters ‘AM’ followed by a right-pointing angle bracket ‘>’. To the right of the logo, there is a vertical white line separating the logo from the accompanying text. The text on the right side reads ‘Answers In Action™’ in white, with the first letter of each word capitalized. The font is clean, modern, and sans-serif. The overall layout is minimalist and professional, emphasizing the branding and slogan. There are no additional graphical elements, images, or decorative features; the focus remains on the logo and the tagline.]
  • [Figure description: AMA Business Card Design - The image should have a professional business card design featuring the American Marketing Association logo at the top left, which includes a stylized ‘AM’ with a right arrow symbol. To the right of the logo, the text ‘AMERICAN MARKETING ASSOCIATION’ is displayed in uppercase, with a clean, modern font. Below the logo and organization name, centered or aligned to the left, the name ‘MATTHEW JACOBSON’ appears in uppercase, bold, or prominent text, with the title ‘Creative Director’ underneath. On the lower left side, contact details are included: an email address ‘matthew@ama.org’, the website ‘www.ama.org’, and a phone number ‘312.224.4234’. On the lower right side, the mailing address is provided: ‘645 N Michigan Ave., Suite 800, Chicago, IL 60611’. The background should be a plain, light color, such as white or a subtle off-white, with the text in dark, contrasting colors like navy blue or black, maintaining a clean and minimalistic aesthetic.]AM>] AMERICAN MARKETING ASSOCIATION MATTHEW JACOBSON Creative Director matthew@ama.org 645 N Michigan Ave. www.ama.org Suite 800 312.224.4234 Chicago, IL 60611
  • [Figure description: Corporate Letterhead Design - The image depicts a letterhead template which prominently features the logo and name of the American Marketing Association at the top left corner, with stylized initials ‘AM’ and a rightward arrow symbol. The top right corner displays the organization’s address, including street address ‘545 N Michigan Ave., Suite 800, Chicago, IL 60611’, contact email ‘info@ama.org’, website ‘www.ama.org’, and phone number ‘312.944.5037’. Below the logo and address, there is a centered greeting line, followed by several paragraphs of placeholder text in Latin, indicating typical content of a formal letter, with phrases like ‘Lorem ipsum’ and other nonsensical text used as fill. Under the paragraphs, there is a space for a signature, with the name ‘Matthew Jacobson’, titled as ‘Creative Director’ printed below a stylized handwritten signature. At the bottom of the letter, the logo of the American Marketing Association appears again in a smaller form, aligned to the right, matching the style of the logo at the top. The overall layout is structured with a clear header, body text, and footer, and uses a clean, professional font with ample white space around the margins, giving it a formal and corporate appearance.]AM>] AMERICAN MARKETING 645 N Michigan Ave. info@ama.org ASSOCIATION Suite 800 www.ama.org Chicago, IL 60611 312.344.5607 To whom it may concern, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus accumsan enim felis, eu lacinia leo egestas vitae. In rutrum, eros a elementum commodo, nulla velit dapibus augue, at vehicula mi tellus et nunc. Curabitur nisi enim, vulputate at porta nec, vulputate non arcu. Integer turpis mi, gravida nec tristique dapibus, convallis non ex. Nulla cursus tartar in feugiat varius. Nulla lectus neque, sollicitudin non tortor quis, molestie rutrum est. Pellentesque semper erat eros, ac semper urna tempus at. NuIla non maximus eros, a venenatis purus. Fusee eu mattis dolor. Quisque eget porttitor risus. Pellentesque gravida nisi finibus, convallis metus non, pulvinar lacus. Phasellus pretium nisl vel orci iaculis luctus. Nam ac arcu vel purus ullamcorper blandit quis a ligula. Suspendisse cursus lorem a convallis commodo. Maecenas ac mauris ornare, sodales neque ut, venenatis augue. Duis hendrerit aliquam bibendum. In ac lacinia nibh. Nulla in tellus bibendum neque dignissim sagittis. Maecenas vestibulum et nulla id pellentesque. Cras lectus ante, vehicula in nuIla sit amet, gravida finibus sem. Maecenas aliquet dictum felis, quis varius ipsum commodo ac. Sed fringilla eros vitae ligula tincidunt, quis mollis velit rutrum. Pellentesque eu sapi­en at velit facilisis semper. Morbi tristique neque faucibus, tempor est eget, maximus nisl. Phasellus consecteturlorem rutrum ultrices feugiat, urna quam malesuada velit, , a vulputate augue massa at odio. Pellentesque justo magna, suscipit quis diam id, faucibus eleifend velit. Integer volutpat feugiat elementum. Ut id ante elit. Sed nee magna dapibus nisi rhoncus pellentesque ut in lorem. Suspendisse potenti. Nunc pharetra sem mi, in pulvinar quam malesuada non. Vestibulum ultrices aliquam congue. Cras vel nisl et mauris suscipit accumsan. Proin nee sem dui. Sincerely, Matthew Jacobson Creative Director AM>
  • [Figure description: Marketing 101 Slide Layout - The image depicts a presentation slide titled ‘Marketing 101’ at the top, with the title in large, dark text and an underline beneath it. Below the title, there are seven bullet points, each comprising placeholder text ‘Lorem ipsum dolor sit amet, consectetur adipiscing elit,’ formatted with a small bullet symbol, and aligned left. The bullets are evenly spaced vertically across the slide. The background of the slide is light gray or off-white. At the bottom of the slide, there is a dark navy-blue footer section containing a logo and text on the left side, which includes the abbreviation ‘AMY’ and the full name ‘American Marketing Association,’ and the footer also contains footer text on the right side indicating ‘MARKETING 101 | 02,’ separated by vertical lines. The overall design is clean and professional, with a focus on the content, minimal use of colors, and clear organization.]Marketing 101 • Lorem ipsum dolor sit amet, consectetur adipiscing elit. • Lorem ipsum dolor sit amet, consectetur adipiscing elit. • Lorem ipsum dolor sit amet, consectetur adipiscing elit. • Lorem ipsum dolor sit amet, consectetur adipiscing elit. • Lorem ipsum dolor sit amet, consectetur adipiscing elit. • Lorem ipsum dolor sit amet, consectetur adipiscing elit. • Lorem ipsum dolor sit amet, consectetur adipiscing elit. /\ M > I AMERICAN MARKETING ASSOCIATION MARKETING 101 I O 2
Event Programs
  • Front cover page should feature a white background with a large geometric triangle occupying the bottom left corner, filled with a dark blue and white pattern of scattered directional arrows and letter ‘M’s. Near the top, aligned left, should be the text ‘2016 ANNUAL CONFERENCE’ in small, uppercase, red font. Below it, larger in size, should be the phrase ‘Inspired Marketing’ in a modern, clean, navy blue font, with ‘Inspired’ in regular weight and ‘Marketing’ bolded or emphasized. The bottom left corner should display the logo of ‘AM’ (American Marketing Association), with ‘American Marketing Association’ written beneath it in small, navy blue text. The overall design should be sleek and professional, using a minimal and modern aesthetic, with contrasting dark blue and white colors and subtle red accents.
  • The front cover page should feature a predominantly dark purple or deep violet background with a large, diagonal triangular overlay extending from the bottom left corner to the top right, creating a dynamic division of space. In the top left section, the text ‘AMA AUSTIN PRESENTS’ should be displayed in small, uppercase, orange letters. Below this, centered, the main title ‘UX Design Trends’ should be prominently featured in large, white, clean, sans-serif font. Additionally, there should be a subtle, orange horizontal line beneath the subtitle to add emphasis and separation. The background and overlay should include a pattern of scattered, stylized letters and symbols—such as ‘M’, ‘W’, ‘A’, ‘V’, and arrows—in various sizes, oriented in different directions, and rendered in a shade matching the overall purple scheme, creating a modern, abstract design consistent with UX themes. The back cover page should display a seamless pattern of the same stylized letters and symbols, densely covering the entire background in a repeating pattern, all in shades of purple and white, maintaining visual cohesion with the front cover.
  • The image should be divided into two segments, with the left segment featuring a diagonal line separating the areas, showing a cityscape skyline with high-rise buildings of various architectural styles and heights, under a clear sky, rendered in natural colors with a warm light suggesting late afternoon or early evening. The upper part of both segments displays a header with the text ‘AMA AUSTIN PRESENTS’ in uppercase, orange font on the right segment and similar on the left, along with ‘UX Design Trends’ in large, white font below. The left segment has a purple background with a diagonal cut and includes the logo or text ‘AMP | Austin’ in white, placed in the lower part of the purple section. The right segment’s background is entirely purple and contains the same title ‘UX Design Trends’ and the ‘AMP | Austin’ logo in white, positioned towards the bottom. Both segments feature a consistent color scheme of purple, white, and orange, with a clean and professional layout emphasizing the urban setting and the event’s branding.
Conference Signage
  • All conference and event communications and signage at the chapter level must include a chapter lockup.
  • Conference and event collateral should clearly curate the essential issues while filtering out the noise and distractions. It should draw members in by piquing their curiosity with relevant information.
  • Conference and event communications should be intuitive, inspiring, smart, credible and inviting. They should be presented in a user-friendly manner to convey their meaning clearly and simply.
Direct Mailer
  • 2016 ANNUAL CONFERENCE Inspired Marketing UX Design Trends Save the date for THE marketing event of the year. Save the date for THE marketing event of the year. SEPTEMBER 27-29 JW Marriott, Austin, TX JW Marriott, Austin, TX ama.org/annual ama.org/annual Join us in Austin this September and be prepared to go beyond the content, to seek clarity, innovations, insights & next practices. AM> content, to seek clarity, innovations, insights & next practices. AM> American Marketing Association American Marketing Association 311 South Wacker Drive #5800 311 South Wacker Drive #5800 Chicago IL 60606-6629 Chicago IL 60606-6629 KEYNOTE SPEAKERS KEYNOTE SPEAKERS Guy Kawasaki Chris Di Cesare Guy Kawasaki Chris Di Cesare Chief Evangelist, Canva Head of Creative Programming Chief Evangelist, Canva Head of Creative Programming at Google/YouTube • at Google/YouTube STRATEGIC TRACKS STRATEGIC TRACKS • Insights & Innovation • From Chaos to Clarity: Resilience • Insights & Innovation: • From Chaos to Clarity: Resilience An Inextricable Link in an Ever-Changing World An Inextricable Link in an Ever-Changing World • Next Practices: Getting Ahead • Beyond Content: The Key to • Next Practices: Getting Ahead • Beyond Content: The Key to of the Marketing Curve Competitive Advantage of the Marketing Curve Competitive Advantage Register before September 1st to save To learn more visit: ama.org/annual Register before September 1st to save To learn more visit: ama.org/annual with the early registration fee. with the early registration fee. Official Conference Official Conference Partner Sponsors PPA! @aapresv Partner Sponsors PPAJ @dapresv Sponsorship and exhibit opportunities are available. Contact Lore Gil at 312-542-9033 or email Igil@ama.org Sponsorship and exhibit opportunities are available. Contact Lore Gil at 312-542-9033 or email Igil@ama.org
🐛 Report