BRAND GUIDELINES - AIM Awards Awards... · PantOne 267C cMyK C82 M100 Y0 K12 ... PantOne 213C cMyK...

B R A N D G U I D E L I N E S

AIM AWARDS BRAND GUIDELINES2

Our Brand Values

WhO We are...

AIM Awards is a national awarding organisation, offering a large number of Ofqual regulated qualifications at different levels

and in a wide range of subject areas. Our QCF qualifications are flexible enough to be delivered in a range of settings, from

small providers to large colleges and the work place.

We pride ourselves on offering the best possible customer service, and are always on hand to help if you have any

questions. Our organisational structure and business processes enable us to be able to respond quickly to the needs of

customers to develop new products that meet their specific needs.

We are licensed by the Quality Assurance Agency (QAA), we also approve and certificate Access to Higher Education Diplomas.

What We dO...

• Develop Aspirational, Inspirational and Motivational qualifications.

• Provide highly effective frameworks for learning and quality assurance to ensure excellent learner outcomes.

• Reward achievement with a nationally recognised, employer respected qualification.

Our VisiOn...

To be recognised as the awarding body which helps learning providers and learners realise more achievements and a

greater return on investment.

Our MissiOn...

To deliver a friendly, tailored awarding solution which provides learning providers with a portfolio of relevant, credible and

accessible courses.

Courses which enable individuals to achieve their full potential personally and financially.

AIM AWARDS BRAND GUIDELINES 3

Our Brand Values

Our strategy tO deliVer On the VisiOn & MissiOn...

To deliver a friendly awarding solution focused on help learning centres achieve their goals:

– Have a broad portfolio of funded, employer led qualifications

– Provide opportunities for increased learner progression

– Have a dedicated account team to provide friendly advice, hints, tips and pointers

– Work with learning centres to choose or develop the right qualifications for their targeted audience, within their budget and

with ‘no hidden costs.’

– Provide clear guidance, support and practical help to the learning centres and their tutors at every step so they achieve

good success rates.

– Have people answering the phones who know and understand each learning centres needs and can deal with any

enquiries or issues first time – because we understand a tutors time is precious

– Ensure consistency in the people and process managing assessments and quality assurance

– Align our certification turnaround and timescales to meet your operational needs

Our Brand Values...

Friendly – learning is a people business

Flexible – We need to help our clients achieve their goals which means shaping and developing our offer until it’s right for them

Fair – Consistent, transparent and honest

Our Brand PersOnality...

If we were a department store we would be John Lewis:

– Never knowingly under sold

– Exceptional customer service

– High quality products

If we were a car, we would be a Kia:

– Surprisingly good value

– So confident in our product we aim to provide the highest service levels guarantees

– Big ambitions for growth


Our lOgO

PriMary lOgO

Our primary logo is one which we use on all our marketing collateral and merchandise.

secOndary lOgO

Our secondary logo is used to clearly communicate our proposition by using explanatory text.

Our corporate logo is the most immediate representation of our company, our people, and our brand to the world. It is a

valuable corporate asset that must be used consistently in the correct, approved way. Our logos are available in vector (EPS)

and raster (JPEGs) formats. They can be downloaded from www.aimawards.org.uk/branding


Our lOgO – cOlOur VariatiOns

Full cOlOur regular lOgO

This is our preferred version and must be used whenever possible.

MOnO regular lOgO

This version of our logo must only be used on a white background, predominantly when reproduced for newsprint.

Full cOlOur reVersed lOgO

A reversed version of our logo can be used if/when the marketing material requires the logo to be used on a colour background.

MOnO reVersed lOgO

A reversed version of our logo can be used if/when the marketing material requires the logo to be used on a black background.


Our lOgO – cOrrect usage

hOW tO use Our lOgO

How you use the logo is an important part of our overall identity. The examples below show the correct use of our logo

whether it is on a white or colour background or over a colour image.

On lighter images, ALWAYS use the regular logo in a white

box for which follows the rules of the exclusion zone

(see page 8).

On white backgrounds, ALWAYS use the regular logo.

On dark images ALWAYS use the reversed logo in a dark

colour box which gives maximum contrast and legibility on

the chosen background.

On strong colour backgrounds, ALWAYS use the reversed

logo which gives maximum contrast and legibility on the

chosen background.


Our lOgO – incOrrect usage

NEVER stretch or distort the logo.

NEVER use any version of our logo on

any light colours or light background

images where there is insufficient

contrast.

NEVER modify any of the logo elements

(strapline for example).


any dark colours or dark background

images where there is insufficient

contrast.

NEVER alter any of the designated

corporate colours.


any background image or graphic that

makes it difficult to see.

hOW nOt tO use Our lOgO

When producing our materials always use the master logos provided. Never attempt to recreate these. It is essential our logo

is used correctly and consistently. Incorrect use will compromise and weaken our brand. NEVER alter the logo in any way.


Our lOgO – POsitiOning and sizes

20mm 30mm

lOgO POsitiOning

It is important to give the logo room to breathe, so it is clearly visible on all our applications. An exclusion zone around the

logo helps to ensure maximum clarity and prevents other visual elements intruding into this space. It uses an element of the

logo to determine the exclusion zone as show below.

lOgO MiniMuM sizes

To maintain the legibility of each logo they must never be used at a size less than what is specified below.

The exclusion zone is equal to half of the height of the word ‘AIM’


Our cOrPOrate cOlOurs

AIM AWARDSPURPLE

PantOne 267CcMyK C82 M100 Y0 K12rgB R79 G38 B131htMl #4F2683

PantOne 213CcMyK C0 M95 Y27 K0rgB R238 G43 B116htMl #EE2B74

PantOne Cool Grey 4cMyK C24 M20 Y20 K0rgB R189 G189 B189htMl #BDBDBD

PantOne BlackcMyK C0 M0 Y0 K100rgB R35 G31 B32htMl #231F20

AIM AWARDSPINK

AIM AWARDSGREY

AIM AWARDSBLACK

using Our cOrPOrate cOlOurs

Use of the correct colours throughout our marketing materials whether off-line or on-line ensures that our brand stays

recognisable. Only the colours specified below may be used.


Our cOrPOrate FOnts

PriMary FOnt FaMily

This is the font to be used across all key communications.

secOndary FOnt FaMily

This will be a feature font used to highlight or contrast text with the primary font family.

tertiary FOnts

This is the font to be used where the majority of your communications will be created on a PC using a Microsoft

software product such as Word or PowerPoint.

Online FOnts

These are the fonts to be used for all online communications. Arial is used for large amounts of copy throughout the

website and Merriweather Sans (Google Font) is used as a feature font to highlight or contrast text with the Arial font family.

FF MetaPro

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

FF MetaPro Bold


Futura


Futura Heavy


ArialABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial BoldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Merriweather SansABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ArialABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

using Our cOrPOrate FOnts

Use of the correct fonts throughout our marketing materials whether off-line or on-line ensures that our brand stays

recognisable. Only the fonts specified below may be used.


Quality ApprovedTrainer

Quality FocusedOrganisation

Quality Mark ApprovedTraining Course

Validated DevelopmentActivities

Our Quality MarKs

using Our Quality MarKs

Use of the correct Quality Marks throughout our marketing materials whether off-line or on-line ensures that our brand stays

recognisable.

Brand guidelines created By

Quiet storm: Talbot Street, Whitwick, Coalville, Leicestershire LE67 5AW Telephone 0845 330 0805 Email [email protected] Web www.quietstorm.net

The Brand Book and Logo files (vector and JPEG) can be downloaded from

www.aimawards.org.uk/branding

AIM AWARDS10 Newmarket Court, Newmarket Drive, Off Ascot Drive, Derby DE24 8NW

Tel: 01332 861999 Fax: 01332 752351 Email: [email protected] Web: www.aimawards.org.uk

BRAND GUIDELINES - AIM Awards Awards... · PantOne 267C cMyK C82 M100 Y0 K12 ... PantOne 213C cMyK...

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