3. Contents
Basic elements
Logotype architecture & Proportions
Free space rule
Colors & Palettes
Logo versions
Corporate font family & Typography
Using the logo in Stationary:
> Business card
> Letterhead
> Envelopes
> E-mail signatures
Using the logo with other logos
What you must not do
4. A few words for the new logo concept
There were the 6 words that we kept in
mind when re-designing the logo:
dynamic, flexible, international, creative,
full service, expertise. These are our
image words – the aspiration of what we
wish our customers and external market
to think/believe when they hear, see and
experience AIM Group International.
Continuity: To reassure existing clients and promote the 50 years since the original
entity has started, we have kept a few things the same specifically on purpose. The
blue color and the font resemblance of the letters comes from AIM Group. Also for us,
this demonstrates stability and consistency. The rosette (icon on the left) comes from
the international arm and the AIMS customers recognise and look for this brand.
Dynamic: The line underneath shows movement – always being on-the-go – but ends
in a solid fashion, clear, connected, complete.
Flexible + Full-service: The rosette and all its individual pieces is also a “motion”
element and for us, signifies both flexibility and full-service.
International: In the name – an important element as we do wish to get across that
we take care of customers’ needs anywhere in the world.
Creative: The yellow, as it is a symbol for communication, is also unusual and stands
out – for us, it demonstrates our creativity.
5. Basic elements
The logo icon. We call it Rosette and it comes
from the first letter of the brand name – A.
All the pieces are organized in a way that
visualize the concept of getting people
together – Congresses, Events, Incentives, etc.
The typography. The blue color and the
letters demonstrate stability and consistency.
The line. It shows the dynamic development
and it represents the solid base that AIM
Group International has created through the
years.
6. Logotype architecture & Proportions
The perfect combination between icon and
text in logotypes fits approximately to the
Golden ratio (~1:1,618). That’s how we
combined the Rosette and the company name
inscription. Also, the dynamic line creates the
logo height space in the same proportion.
Height rule: The letters’ serifs in AIM are in
equal height with the dynamic line and both
are half from the space between text rows. The
word INTERNATIONAL fits in the same size.
Please, don’t change the proportions!
= =
Height rule
1 1,618
11,618
7. Free space rule (safe area)
Sometimes it is necessary to put the logo on
background, photo, small print materials or
between other logos... In order to keep the real
visibility & expression our logo needs of free
space – “fresh air area”. Its distance must fit
equal to a Rosette’s element.
No matter in what size you’re using the logo,
please, don’t break this rule!
When using together with other logos:
1. Keep the AIM Group International logo to
similar proportions of the other logos it is
used with.
2. Keep the logo aligned with each other.
3. Keep hierarchy & reciprocal in mind when
sizing logos.
Background
8. Grayscale
K:50
K:100
CMYK Colors
C:0 M:30 Y:100 K:0
C:100 M:57 Y:0 K:40
Pantone Colors [recommended]
Pantone 130
Pantone 295
RGB Colors [web use only]
R:243 G:174 B:0
R:21 G:69 B:119
Colors & Palettes
The AIM Group International logo
consists of two colors. Yellow and Dark
blue. Only these color combinations are
permitted! Do not create your own variants!
PANTONE matching system gives you color
consistency, uniformity and cost effectiveness
when printing business cards, letterheads,
envelops, etc. Always try to use PANTONE
colors for the logo reproduction. If PANTONE
color matching system is not applicable you
may use CMYK color system.
Use PANTONE and CMYK color models only
for print (offset, digital, stencil, etc.).
Use RGB color model only for onscreen (MS
Word, PowerPoint, Excel) and web
applications.
Use Grayscale only when it is impossible to
use the colorful logo.
Palettes. You can only use the hues as
additional colors while designing artworks
(advertisement, brochures, flyers, posters) that
contain our logo. Please, don’t use them for
substituting the main colors in the logo!
Palettes [Color hues in %]
100 90 80 70 60 50 40 30 20 10
9. Logo versions
Different color environments require
variation of a logo usage. You will find below
principles and guide for successful logo usage
and application.
Colorful or positive version is the primary
logo of the AIM Group International. Use only
this as a mandatory logo. Only on white
background!
Grayscale version logo. Avoid using this
unless the environment is black & white (fax,
black & white newspapers, invoices, non-color
office printers).
Negative and black positive versions. Use
these logos for branding materials when only
one color print or stamp is possible, or in order
of high contrast and visibility. Also, sometimes
we have to use our logo on someone else
theme. In this case the logo has to be black or
white version.
Negative co-branding or sponsorship
version. Avoid using someone else color
positive version unless it is absolutely
necessary. The better way is to have color
background with white logo.
Colorful version
[mandatory]
Negative white & black positive
versions [for specific use only]
Grayscale version
[secondary]
Negative co-branding or
sponsorship version
[for specific use only]
13. Business card
The standard AIM Group International
business card dimensions are 84x55 mm
and it is double sided. It is high
recommended to print it on minimum
300 g/sq.m paper at professional print
shop with the two corporate Pantone
colors.
The front side must contain the logo and
personal information in the shown order,
size and text styles.
The backside contains all the AIM Group
International offices and the corporate slogan
which is situated instead of the logo place.
The yellow line underlines the offices and
continues from the front, so it must be at
the same place.
A business card should be presented in a
smooth and undamaged condition. Nothing
is less elegant than a bent or dirty business
card.
84 mm
55mm
Office {7pt, Bold, Title case}
Address str., number, City, Country {7pt, Regular}
T.+code/ # #######, F.+code/ # #######
n.name@aimgroupinternational.com
aimgroupinternational.com
Name Family name {9pt, bold}
Title/ Additional Title {7pt, Regular}
Front
Back
B
R
U
SSELS
B
U
D
A
PEST
FLO
R
EN
CE
LISB
O
N
M
A
D
R
ID
M
ILA
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PA
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IS
PR
A
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ESO
FIAV
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A
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PH
ILA
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AN INTERNATIONAL PARTNER FOR YOUR
CONGRESSES, EVENTS & COMMUNICATION
6,5 mm safe area
3 mm
45
degrees
6,5ptBold
5,5pt Light
14. Letterhead (title page)
Preprint letterhead standard DIN A4 –
210 mm x 297 mm.
1. This letter page can be 3 folded for
envelopes in DL format – 220 mm x 110 mm
with left bottom window.
2. Also, this layout can be used for title page in
corporate documents, offers, contracts, etc.
Text color: Black
Secondary text color: R21, G69, B119 – Blue
Footnote of Corporate Indications
(PF CENTRO SLAB PRO fonts):
Company wording: Bold – 7,5 pt
Address, phone, e-mail: Regular – 7,5 pt
Legal text: Regular – 5 pt
Company offices: 45 degrees, Bold – 7 pt
Company website: Bold – 7 pt
Footnote of Secondary Corporate font –
CAMBRIA, for text editing in MS Office
and other such software:
Recipient area type: Regular – 11pt
Text area type: Regular or Bold – 11pt
AIM Congress – Rome Offise
A. Via Flaminia 1068 – 00189 Rome, Italy
T. +39/ 06 330531, F. +39/ 06 33053229
E. info.aimcongress@aimgroup.eu
Company with quality System, Certified by SGS – ISO 9001:2008 | AIM Congress S.r.l. – Via Ripamonti, 129 – 20141 Milan, Italy – Registered Office – Società a responsabilità limitata con unico socio, soggetto ad
attivita di direzione e coordinamento della AIM Group S.p.A. – Codice Fiscale 05075630482 | Reg. Imprese di Milano e Cod. Fisc. 00927270587 – Capitale sociale ˆ 1.784.597 – P. IVA 00943621003
a i m g r o u p i n t e r n a t i o n a l . c o m
B
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SSELS
B
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PEST
FLO
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LISB
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M
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ID
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ILA
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PA
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FIAV
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Scaled1:2
10 mm
10 mm
15 mm
10 mm
25 mm
safe area
10 mm
5 mm
legal text
place
3 mm
25 mm
50 mm
99 mm
15 mm
Recipient area
fold
Text area
fold
45
degrees
15. Letterhead (next pages)
This layout in A4 format can be used for
continue pages in longer letters, corporate
documents, offers, contracts, etc.
In addition it contains Corporate slogan:
bottom right position, right justified,
PF CENTRO SLAB PRO font, Regular – 5,5 pt.
Footnote of Secondary Corporate font –
CAMBRIA, for text editing in MS Office
and other such software:
Headline: Bold – 16pt
Body text: Regular – 11pt
Text color: Black
Secondary text color: R21, G69, B119 – Blue
Steps to make custom RGB colors in MS Office:
Scaled1:2
10 mm
10 mm
15 mm
10 mm
25 mm
safe area
10 mm
3 mm
20 mm free space
Text areaHeadline. Sed posuere congue aliquam.
1
2
3
16. 15 mm
10 mm
6 mm
10 mm 10 mm
10 mm
3,5 mm
{5,5 pt, Regular}
{7,5 pt, Bold & Regular}
DLformat
3,5 mm
15 mm
15 mm
15 mm
15 mm
7,5 mm
15 mm
15 mm
15 mm
{6 pt, Regular}
EnvelopeC5
{8 pt, Bold & Regular}
Envelopes
3,9 mm
15 mm
15 mm
{8,5 pt, Bold & Regular}
20 mm
15 mm
15 mm
9,5 mm
15 mm
15 mm
EnvelopeC4
{6,1 pt, Regular}
Scaled 1:2,85
17. E-mail signature
E-mail body text – Cambria font, 11 pt
Image
172 x 80 px
Image
49 x 33 px
Image
495 x 9 px
Text color: R21, G69, B119 – Blue
Text color: Black
E-mail signature Cambria font, 11 pt–
E-mail additional signature – Cambria font, 8 pt
Text color: R90, G90, B90 – Grey
–Links color: R21, G69, B119 Blue
Text color: R102, G153, B51 – Green
Please note that signatures have to be in
HTML format and all the images must be
inserted as link from Internet, where they are
phisicaly. You can see example at:
http://www.aims-creative.com/signature/
18. What you must not do
1. Never smash, push, squeeze & twist the
original logo.
In case you can’t fit your text & photos
somewhere in company documents,
presentations, offers... etc., please ask for
professional designer assistance but never
disturb the logo or its space in the shown
ways.
2. Never use frames & contours for the
AIM Group International logo.
19. What you must not do
3. Never change the original logo colors.
4. Never use the colorful logo version on
colorful or active color background.
In this case there is a negative version of
the logo.
20. What you must not do
5. Never rotate, separate or disarrange the
AIM Group International logo or part of it.
21. What you must not do
6. Never use & publish low-resolution
(poor-quality) logo.
7. Never decorate the logo.
22. Corporate Identity Guidelines
Last updated: 22.03.2012
For further assistance,
please contact AIM GROUP
INTERNATIONAL Design Team at:
design@aims-international.com
+359 2/ 983 52 55AIM GROUP INTERNATIONAL
