The AA ‘AA For the road ahead’ The AA brand values
5.0 Typography 3 3 3
2.0 Brand mark 2.1 2.2 2.3 2.4 2.5 2.6
The brand mark Exclusion zone Minimum size Usage When to use it When not to use it
4 4 4 5 6 7
The product strip 8 Usage 9 Marketing AA products with partners 10 Exceptions 11
4.0 Logo 4.1 4.2 4.3 4.4 4.5 4.6
The logo Exclusion zone Usage Production guidelines Usage with product names Logos for 3rd parties
Font Typesetting Telephone and URL placement
17 18 19
6.0 Colour
3.0 Product strip 3.1 3.2 3.3 3.4
5.1 5.2 5.3
11.0 Product extensions
12 12 13 14 15 16
6.1
The AA colour palette
20
7.0 Photography 7.1 7.2
Overview Usage
21 22
Layout Icon style Illustration style
23 24 25
9.0 Language and copy 9.1 9.2 9.3 9.4
Tone of voice Examples How to use the brand name Additional guidelines
26 27 28 29
10.0 People 10.1
How we talk to our customers
Cross-selling Product development and licensing
31 32
12.0 Vehicle livery 12.1 12.2 12.3
Breakdown Cover Other vehicles Driving School
33 34 35
13.0 Internal communications 13.1
Drive magazine
36
14.0 Key examples
8.0 Graphics style 8.1 8.2 8.3
11.1 11.2
30
14.1 14.2 14.3 14.4 14.5 14.6 14.7 14.8 14.9
Stationery Newspaper advertisements Direct mail Brochure Atlas Online Membership card Members’ Club Car Essentials
37 38 39 40 41 42 43 44 45
15.0 Obtaining materials
46
16.0 Contact details
47 Contents
2009
2
1.0 Introduction
1.1 The AA
1.2 ‘AA For the road ahead’
1.3 The AA brand values:
The AA has looked after Britain’s motorists for over 100 years and is a leading and expert brand that is trusted and relied on by millions of customers every day.
We have developed a new brand line which recognises our history in motoring and anticipates the new products and services of the future.
Reliable - knowing that the AA is always there when you need us.
We now need to build on our heritage and reach into the future with new products and services.
In customers’ minds ‘For the road ahead’ refers to the literal road and therefore makes sense of everything from breakdowns to maps and even motoring holidays. It also refers to the metaphorical road of the future, so fits well with planning for the future products like loans or ‘just in case’ necessities like insurance.
Honest - you can trust what the AA says. Expert - the AA has the knowledge and expertise to meet your needs. Innovative - the AA anticipates your needs and provides products and services that address them.
“For the road ahead just feels right for the AA. It’s what they do: they make sure you are prepared for the road ahead.” “It’s about anything you have to plan or prepare for. It could be anything to do with life or travel.” The line also reinforces the newly defined brand values.
1.0 Introduction
2009
3
2.0 Brand mark
2.1 The brand mark
2.2 Exclusion zone
The brand mark is the fixed combination of the AA logo and ‘For the road ahead’ brand line.
The brand mark should always be given reasonable space. It should never be butted up against any other element, or surrounded by clutter. For publishing and online, the 1/2x clearance zone can be reduced to 1/4x. 1/2 x
