aecom brand identity guidelines - amazon s3brand... · aecom brand identity guidelines june 2016 3...

of 85/85
AECOM Brand Identity Guidelines June 2016

Post on 22-Apr-2018

218 views

Category:

Documents

3 download

Embed Size (px)

TRANSCRIPT

  • AECOM Brand Identity Guidelines

    June 2016

  • AECOM Brand Identity Guidelines June 2016 2

    Contents

    Introduction 3

    Our story 4

    Brand voice 6Direction for language and tone 8

    Visual elements 12

    Grids 13The foundation of our visual system 14Using grids 15

    Logo and tagline 16Overview 17Logo 18Logo-tagline lockup 19Using the tagline 20Logo sizes and clear space 21Logo placement 22Things to avoid 23

    Brand Identity 24Internal 25External 26

    Line Graphics 27Overview 28Construction 30Two-line construction examples 32Three-line construction examples 33Things to avoid 34Aligning type 35Line color 36Line weights 37Solid color backgrounds 38Photographic backgrounds 39Design variation: color block 40Color block examples 41Expressive arrangements 43Things to avoid 49Line patterns 51

    Color 52Color palette 53Tint specifications 54Solid colors 55Color blocks 56Charts and graphs 57

    Photography 59Overview 60Places: local textures and patterns 61Places : project photos 63Moments: employees and partners 65Moments: spaces 67CV photos 69Things to avoid 70Resources and information 71

    Typography 72AECOM Sans 73Language support 74Chinese and Japanese language fonts 75Alternate fonts 76Using type 77Paragraph styles 78

    Iconography 79Overview 80Use 81Things to avoid 82

    Resources 83AECOM Brand Microsite 83

    Note: The photographs used throughout this document are provided for illustrative purposes only. Not all photographs shown are part of the AECOM photo library or have had usage rights secured. Always confirm usage rights for all photography prior to use.

  • AECOM Brand Identity Guidelines June 2016 3

    Welcome to the brand identity guidelines for AECOM. This document introduces the core elements of our brand expression, along with tips and tools to help you create relevant, engaging and consistent communications across all touchpoints of the AECOM brand experience.

    Additional guidelines covering specific topics in more detail are available and can be downloaded from the AECOM Brand Microsite.http://brand.aecom.com

    Introduction

  • AECOM Brand Identity Guidelines June 2016 4

    Our story

    Its one thing to imagine a better world. Its another to deliver it.

    AECOM was built to do just that. With a deep and experienced global team, we design and deliver infrastructure and services that unlock opportunities for clients and communities, to protect our environment and improve peoples lives.

    From urban centers to remote villages, our work is transformative. We make a positive, lasting impact by applying our global best practices, connected expertise and delivery excellence to solve complex, evolving challenges.

    The difference we help our clients make is felt in every region of the world. Clean water for developing communities. Iconic skyscrapers that swell a nations pride. Power and security to fuel economic prosperity. Transportation that brings people together. Thoughtful planning that sustains cities and natural resources.

    Our clients face tough, interrelated challenges that can only be solved by a company like ours. One with deep roots, diverse perspectives and an innovative approach. One with the people, technology and vision to deliver what others can only imagine.

    We are AECOM built to deliver a better world.

  • AECOM Brand Identity Guidelines June 2016 5

    Our brand purpose and promise

    Built to deliver a better worldSignals purposeful integration of organizations and people

    Celebrates our capabilities

    Is tangible and implies strength and reliability

    Communicates importance of successful execution

    Suggestive of our focus on Delivery Excellence

    Expresses our higher purpose

    Celebrates superior and more human outcomes

    Creates interesting tension with more concrete built to deliver

    Our purpose and promise serves as the foundation for our brand expression. It defines how our work is unique and why it matters. Our purpose and promise also serves as our corporate tagline. All of our visual and verbal identity is designed and built from this expression.

  • Brand voice

  • AECOM Brand Identity Guidelines June 2016 7

    Our brand voice

    Our brand voice shapes the content, structure and tone of our communications. Its an internal tool to help each of you understand how to represent AECOM through language.

    While not prescriptive, our voice descriptions and guiding principles should be used for direction when youre sitting down to write or review a piece of copy.

    The goal is to ensure our voice represents the collective expertise of our people and communicates the confidence we have in our ability to deliver for others.

    Using our voice to reinforce our storyOur voice is rooted in who we are, and plays an important role in helping people understand how AECOM is built to deliver a better world.

    Our is supported by three themes, which weve translated into direction for language and tone.

    Note: For more details on the AECOM brand voice, including additional before and after examples of our voice in action, see our Voice and Messaging Guidelines.

    We address complex challenges, so we should clarify complexity.

    We use our connected expertise, so we should make it a conversation.

    We deliver transformational outcomes, so we should show why it matters.

  • AECOM Brand Identity Guidelines June 2016 8

    Our brand voiceDirection for language and tone

    Clarify complexitySpeak with purpose and guide the reader to a meaningful outcome.

    That feels:

    SimpleClearOrganized

    That means:

    Write with a clear goal. Get rid of details that stray from the main message.

    Make it easy. Use short sentences, short paragraphs and simple words.

    Add structure. Use subheads and bullets to emphasize key points.

    Think visually. Pair copy with images, infographics, charts and illustrations.

    Instead of:

    Tall Buildings Tall and super-tall buildings are above all an enterprise in teamwork and through the constant collaboration of AECOMs tall buildings group, its professionals broad experience and stream of diverse projects, our teams bring leading-edge knowledge and best practices to this specialized sector.

    You could try:

    Monuments to teamworkTall and super-tall buildings require constant collaboration and specialized expertise. Our tall buildings group combines broad experience with leading-edge knowledge to deliver some of the most iconic, advanced high-rises in the world.

  • AECOM Brand Identity Guidelines June 2016 9

    Our brand voiceDirection for language and tone

    Make it a conversationUse comfortable, lively language to draw people in and keep them interested.

    That feels:

    OpenInvitingThoughtful

    That means:

    Talk to people.Imagine youre sitting across the table from the reader.

    Relax the language. Use first person (you, your, we) and a familiar tone.

    Stay in tune. Match the level of technical detail to your audiences interest.

    Be crisp. Replace tired expressions with rich, vivid descriptions.

    Instead of:

    Disrupting the transportation paradigmTransportation is one of the slowest changing industries, and is not often disrupted. So the last major disrupter arguably was the automobile, which by displacing walking, the bicycle and the horse, not only had a profound impact on how we travel, but also changed our spatial economy through its influence on land use patterns.

    You could try:

    New traffic patterns, new possibilitiesThe car changed more than how we travel it had a profound impact on land use and economic development. As fewer of us walked, biked and rode horses, cities transformed to accommodate new behaviors. Patterns that developed are still mostly in place today. But for how long? And whats next?

  • AECOM Brand Identity Guidelines June 2016 10

    Our brand voiceDirection for language and tone

    Show why it mattersShare our passion for delivering a better world and improving lives.

    That feels:

    ActiveOptimisticSpirited

    That means:

    Bring it to life.Use strong, active verbs to give sentences energy and motion.

    Reveal the drama.Show whats at stake and how our people deliver.

    Celebrate success. Share examples that show weve overcome similar challenges.

    Focus on impact. Highlight positive outcomes for clients, communities and people.

    Instead of:

    Considered the finest example of structural engineering ever built, Taizhou Bridge won top accolades from professional organizations as the worlds first long-span, three-pylon suspension bridge. The bridge carries six lanes of traffic across the two wide navigation channels of the mighty Yangtze River and connects drivers from the cities of Taizhou, Yangzhou, Zhenjiang and Changzhou in Jiangsu, China, invigorating economic development in that region.

    You could try:

    Economies thrive on access. In eastern China, the mighty Yangtze River stood as a barrier. Its width made it seemingly impossible to bridge, stifling the regions growth potential. Our interdisciplinary team of experts embraced the challenge and delivered a breakthrough in structural engineering the worlds first long-span, three-pylon suspension bridge. Today, the Taizhou Bridge offers six lanes of opportunity that carry people and the region forward.

  • AECOM Brand Identity Guidelines June 2016 11

    The world faces tough, interrelated challenges. We bring together people, ideas and perspectives to solve them, creating new possibilities for the communities around us. Our identity celebrates the lasting impact of those connections.

    Creative concept

  • AECOM Brand Identity Guidelines June 2016 12

    InvigoratingIndian River

    Visual elementsOverview

    Typography

    AaBbCcDdEeF0123456789#!AECOM Sans is our primary typeface. It should be used for all our communications. See pages 6975 for details.

    Line Graphic

    The Line Graphic is our unique graphic element symbolizing connections. See pages 24-48 for details.

    The AECOM logo and tagline are described on pages 1623 for details.

    Logo and tagline

    Color

    Our color palette features bright and neutral colors. See page 4955 for details.

    Thematic groups for photography include local textures and patterns; project photos; employees and partners; and spaces. See pages 5668 for details.

    Photography

  • Grids

  • AECOM Brand Identity Guidelines June 2016 14

    GridsThe foundation of our visual system

    The design grid is the foundation of our visual identity system.

    Grids bring order to a layout. They are the structural foundation for the consistent organization of all graphic, text and photographic elements.

    StandardsGrids have been developed for a core set of standard layout sizes. They are built into available InDesign templates.

    Grids for non-standard layout sizes should follow the basic principles and proportions established for the most typical document sizes: 12 columns, 10 rows and 12-point gutters. Adjustments to any of these standards may be necessary due to extremes of height or width, or layout scale.

    Additional detailed information about grids can be found in the print literature guidelines (in development).

    A3

    A4 US Letter

    A4 US Letter

  • AECOM Brand Identity Guidelines June 2016 15

    GridsUsing grids

    Think of the grid as a tool for guiding the development of a layout. It provides design flexibility while maintaining consistency.

    On standard formats, always use the grid to guide the placement of the logo, type and imagery.

    Expert resources to manage any capital program in the world

    London EyeLondon, U.K.

    Economics

    For regional and place-based economic development, urban revitalization, real estate, tourism and culture, and sustainable development, we develop strategies that respond to the market, attract financing and enable implementation. We help clients private entities, government agencies and non-profit organizations assess feasibility, impacts, risks and tradeoffs to make informed decisions. Using creative thinking, structured and impartial analysis, and clear communications, we build long-term partnerships of trust with

    clients. We address project design, public policies and regulations, site conditions, mitigation requirements, development and financing costs, and phasing and execution challenges to create value, manage risk and improve prospects for success.

    Below:Saadiyat IslandAbu Dhabi, U.A.E.

    Central Market Street Revitalization San Francisco, California, U.S.A.

    9AECOM

  • Logo and tagline

  • AECOM Brand Identity Guidelines June 2016 17

    Logo

    Logo and taglineOverview

    Our logo is the primary identifier of our company. It can appear by itself or with our tagline Built to deliver a better world.

    Both the logo and the logo-tagline have been created as custom digital artwork.

    Do not add the tagline as live text below the logo.

    Always use the digital artwork available from the AECOM Brand Microsite http://brand.aecom.com.

    Logo-tagline lockup, left-aligned Logo-tagline lockup, right-aligned

  • AECOM Brand Identity Guidelines June 2016 18

    The AECOM logo consists of the AECOM name in custom-designed letter forms.

    Always use the approved digital artwork. Do not redraw or recreate the logo.

    Color versionsThe logo is available in two versions: black and reverse (white).

    The black logo is used on a light, solid color or a light photographic background.

    The reverse logo is used on a dark, solid color or a dark photographic background.

    Trademark version The logo is a registered trademark, but in most instances the trademark designation does not need to appear.

    A version of the logo with a trademark designation is available. The symbol is built into the digital artwork and should not be resized or moved.

    Always confirm whether the trademark designation is required for a particular use.

    For more information, contact [email protected]

    Logo and taglineLogo

    Black logo on light solid-color background

    Reverse logo on dark solid-color background

    Black logo on light photographic background

    Reverse logo on dark photographic background

  • AECOM Brand Identity Guidelines June 2016 19

    The AECOM corporate tagline is Built to deliver a better world. The tagline must always appear with the logo.

    Logo-tagline artwork has been created as a lockup with the elements in a specific size and position relationship.

    The lockup can be used as provided or the two elements can be separated. When separated, always place the two elements in opposite corners and aligned on the same baseline.

    Always use the approved digital artwork. Do not redraw or recreate any of the elements of the lockup.

    Color versionsThe logo-tagline lockup is available in two versions: black and reverse (white).

    The black version is used on a light, solid color or a light photographic background.

    The reverse version is used on a dark, solid color or a dark photographic background.

    ConfigurationsThere are two configurations of the logo-tagline lockup: left-aligned and right-aligned. The left-aligned version should be used on the left side of layouts. The right-aligned version should be used on the right side of layouts.

    If the aecom.com URL address is used in the corner of a layout, use the logo-tagline lockup and do not separate the two elements.

    Logo and taglineLogo-tagline lockup

    Black logo-tagline lockup, left aligned, on light solid-color background

    Reverse logo-tagline lockup, left-aligned, on dark solid-color background

    Size and position relationships for logo and tagline when separated

    Reverse logo-tagline lockup, right aligned, on dark solid-color background

    Black logo-tagline lockup, right-aligned, on light solid-color background

    A A (40%)

    A (40%) A

  • AECOM Brand Identity Guidelines June 2016 20

    Logo and taglineUsing the tagline

    The information on this page provides guidance on how and when the tagline should be used, as well as guidance on when it is more appropriate to use a slogan.

    For more information, contact [email protected]

    When should we use the corporate tagline?

    When telling a story about how AECOM builds a better world When communicating to a broad audience who may or may not know AECOM On sales and marketing materials

    How should we use the corporate tagline?

    To prevent dilution and preserve its integrity and intended meaning, the tagline should only be used whole and in its original form

    To ensure that the tagline accrues equity to the overall AECOM brand it should always appear with the AECOM logo. The tagline can appear 1) locked up with the logo as provided in the logo-tagline lockup artwork or 2) separated from the logo while maintaining the original proportions in the lockup and still aligned along the same baseline. See page 19.

    The tagline should always appear in sentence case unless exception granted by Brand Governance team

    When shouldnt we use the corporate tagline?

    When the copy does not demonstrate how AECOM delivers a better world If the words Built to deliver a better world are already used on the page (e.g., as a headline or prominently in copy)

    On functional business applications (e.g., billing, accounting forms, purchase orders, etc.)

    What cant we do with the corporate tagline?

    Develop derivatives of the line including any line featuring Built to [x] or Better [x] (e.g., Built to deliver results, Better financing, or Built to deliver a better London.)

    Lock up the tagline with any solution other than the AECOM logo Use title case

    OverviewWhen communicated in its original form and in the proper context, the tagline can enhance perceptions of AECOM and reinforce our commitment to delivering a better world.

    Using our taglineOur tagline is an approved, concise statement that helps clarify or dimensionalize the value our brand creates. This tagline exists in broader applications and for longer periods of time than a temporary campaign or one-time use. Therefore, it should:

    Have a consistent, approved design treatment Be used consistently in all applications Not be altered or edited in any way

    The tagline should not be confused with other parts of the communications toolkit. While important, messaging and other calls-to-action are not taglines and should not:

    Have their own design treatment Be locked up with the AECOM logo

  • AECOM Brand Identity Guidelines June 2016 21

    Minimum sizeThe logo and logo-tagline lockup should not be scaled smaller than the minimum sizes shown below.

    The minimum size for the black and reverse logos is the same.

    Standard sizesStandard logo sizes have been established for common document sizes.

    For guidance on logo sizes in environmental applications, see the applicable guidelines.

    Clear spaceThe minimum clear space on all sides of the logo and logo-tagline lockup is equal to one half the cap height of the A in the logo.

    Whenever possible, allow more than the minimum amount of clear space.

    Logo and taglineLogo sizes and clear space

    Document size Logo height

    HTML e-mail 680 pixels wide

    0.26" 6.6mm

    US Letter A4

    0.26" 6.6mm

    Tabloid A3

    0.38" 9.7mm

    16" x 20" poster 406 x 508mm

    0.47" 12mm

    24" x 36" poster A1

    0.79" 20mm

    30" x 40" poster 762 x 1016mm

    0.93" 23.6mm

    36" x 48" poster A0

    1.11" 28mm

    Gray area indicates the minimum clear space around the logo.

    Gray area indicates the minimum clear space around the logo-tagline lockup.

    Note: The same clear space applies to the right-aligned logo-tagline lockup.

    Minimum print size for logo

    Minimum print size for logo-tagline lockup

    Minimum digital size for logo and logo-tagline lockup

    0.1528" 3.88mm 11pts

    25px

    25px

    0.125" 3.2mm 9pts

    A

    A

    A A

    A

    A

    A

    A A

    A

  • AECOM Brand Identity Guidelines June 2016 22

    Always use the grid to guide the position of the logo. The logo can be placed in any one of the four corners of a layout. Digital and environmental applications have unique guidance for logo placement. See the guidelines for those applications for details..

    Logo and taglineLogo placement

    In special uses, the tagline may appear as a text treatment. These uses are rare and should only be done with the approval of brand management.

    The logo or logo-tagline lockup can appear in any corner of a layout.

    When separated, the logo and tagline should be placed in opposite corners and aligned on the same baseline.

    Built to deliver a better world

  • AECOM Brand Identity Guidelines June 2016 23

    Logo and taglineThings to avoid

    Do not add drop shadows or other effects to the logo.

    Do not create color versions of the logo.

    Do not place the logo on a busy or complicated background.

    Do not change the type style of the words in the tagline.

    Do not make the tagline and logo different colors.

    Do not create new configurations of the logo-tagline lockup.

    Do not center the tagline under the logo.

    Do not use the logo with spectrum on any new communications.

  • Brand Identity

  • AECOM Brand Identity Guidelines June 2016 25

    Brand IdentityInternal

    Sub Brands and Internal Campaigns

    AECOM is our master brand and with few exceptions we only use one logo internally and externally.

    Pairing the AECOM logo with internal initiative names creates sub-brands that undermine the strength and impact of our logo.

    However, if you deem your internal campaign to require dedicated visual identity treated as a separate visual entity from our master brand you must submit your business case for consideration to our brand governance team ([email protected] ) who will review and determine appropriate application and guidelines on a case-by-case basis.

    Internally branded initiatives

    Do not pair the AECOM logo with your initiative name.

  • AECOM Brand Identity Guidelines June 2016 26

    Brand IdentityExternal

    Master Brand

    AECOM is our master brand and therefore we only promote the AECOM logo externally. Equally, we do not lock up the AECOM name with external service offerings. Developing new logos for external services creates sub-brands that undermine the strength and impact of our name and logo. The exception that proves this rule is AECOM Capital, for which special dispensation was granted.

    Joint Branding

    Before proceeding with joint branding visual identity, please liaise with our Brand Governance team ([email protected]) who will review and determine appropriate application on a case-by-case basis.

    Our primary guidance is not to combine or modify the AECOM logo in any way to create a third-party logo.

    In a joint venture scenario, an entirely new logo and company name may be specifically required by a project contract. In some instances, the AECOM name may be integrated in this new logo. However, please note that special attention is required to in no way directly use AECOMs logo or visual identity when developing these joint venture brand guidelines. Before launching any initiative, please contact the brand governance team ([email protected]) who will review and determine appropriate application.

    When working with partner organizations, we do permit a scenario where the AECOM logo and other organization logo are treated as separate, distinct visual entities in opposite corners of marketing collateral stacked with .5 clear space on all sides. Please contact our brand governance team ([email protected]) for guidance here.

    Do not combine or modify the AECOM logo in any way to create a third-party logo

    Mergers and Acquisitions

    All questions regarding transitional logos in relation to mergers and acquisitions should be directed to the brand governance team ([email protected]).

    Co-locations

    Please send any branding inquiries regarding office co-locations (e.g., AECOM and Tishman in one location) to our brand governance team ([email protected]).

    Contact Brand Governance team for joint venture branding guidance

    AECOM logo to be treated as a separate, distinct visual entity

  • Line Graphics

  • AECOM Brand Identity Guidelines June 2016 28

    Line GraphicsOverview

    Line Graphics are a distinguishing element of our visual identity. They help us tell the story of how amazing things happen when people, ideas and perspectives connect. Used consistently, they help to reinforce our brand message.

    Line Graphics are used on all high-profile communications such as advertising, collateral covers, top-level web pages, environmental graphics, and presentation covers and dividers.

    Preconfigured Line Graphics are provided in PowerPoint and Word templates, as well as in some InDesign collateral templates.

    Line Graphics can also be custom-created for non-templated communications. Guidelines for creating them are outlined in this section.

    Note: The examples in this section are intended to demonstrate the flexibility of Line Graphics across a range of layout formats including print brochures, ads, pull-up banners and tradeshow signage.

  • AECOM Brand Identity Guidelines June 2016 29

    The information below is a summary of the key points to understand before creating designs with Line Graphics. This information is not a substitute for reading the detailed Line Graphics guidelines on the following pages.

    Use Line Graphics should be used on the covers and first impressions of all marketing and sales materials.

    They should not be used on functional or administrative materials like CAD drawings or billing statements.

    Line Graphics appear over full-bleed photography or solid color backgrounds.

    Number Minimum of 2 lines. Maximum of 3 lines.

    Color Always all white or all black. Never in color. White and black are not mixed in one set of Line Graphics.

    Size Standard line weights have been established for various layout sizes. See page 34.

    Line weights are always the same within one set of Line Graphics.

    PositionLines always bleed off the edges of a layout.

    First line One of four prescribed angles derived from the A in the AECOM logo.

    Must cross through two adjacent sides of a layout, not through opposite sides.

    Second line Can be any angle, but not true vertical, true horizontal, or 5 of either.

    Must intersect first line.Third line

    Third line is optional. As with second line, can be any angle, but not true vertical or true horizontal, or 5 of either.

    Can intersect with first or second line, or both, but not obligatory. Intersection should not be at the same point as the other two lines.

    Must not be parallel to either the first or second line.

    Options

    More than three linesPowerPoint and a few other templates use preconfigured Line Graphics with 4-5 lines. These are an exception and are intended for use only in their provided applications.

    Color blocks A line can be used as the basis for a transparent colored shape over an image.

    Color blocks can be used over a solid-color background or over a photograph.

    The AECOM logo should always sit in the color block.

    Expressive arrangements Expressive arrangements are design options provided as a way to think about how to use and apply Line Graphics.

    They are intended as possible ways to establish a conceptual alignment between Line Graphics, copy and photography.

    Things to avoid Avoid using only one or more than three lines.

    Avoid creating symmetrical divisions in a layout with Line Graphics.

    Avoid line intersections near the edges of a layout.

    Avoid three lines intersecting at the same point.

    Avoid using lines as frames or devices on which to place text, icons or other graphics.

    Avoid colored lines.

    Avoid lines that dont clearly stand out from a background image.

    Avoid using more than one color block on a page or spread.

    Line GraphicsOverview

  • AECOM Brand Identity Guidelines June 2016 30

    Line GraphicsConstruction

    Typically, Line Graphics consist of two or three straight lines that intersect and extend to the edge of a layout.

    Creating the first line

    1. Draw a line based on the angle of the left or right side of the A in the logo. These angles equal -25 and 13 from vertical, respectively. Use one of these as the first line.

    or

    2. Rotate the lines 90 so they are equal to -115 and 103 from vertical.

    Using one of these four options as the first line ensures that the Line Graphics have a conceptual connection to the logo.

    Note: Line is colored for instructional purposes only.

    13-25 103-115

  • AECOM Brand Identity Guidelines June 2016 31

    Line GraphicsConstruction

    Layouts using Line Graphics may incorporate two or three lines.

    The second and third line may be any angle 5 from vertical or horizontal.

    Creating the second and third lines

    1. Ensure the first line crosses through any adjacent sides of the layout.

    2. Add a second line that crosses the first and ensure that the intersection falls within the live area of the layout. The live area is defined as the area inset from the edges a distance equal to 1.5 times the height of the logo.

    The second line can cross adjacent or opposite sides of the layout.

    3. A third line may be added, but is not required. Place it in close proximity to either of the other two lines or on the opposite side of the layout. Again, ensure that intersections occur within the live area of the layout.

    The third line can cross adjacent or opposite sides of the layout.

    Note: Lines are colored for instructional purposes only.

    1 2

    3

    adjacent sides

    live area

    third line placed in proximity to other lines

    third line placed on side opposite other lines

  • AECOM Brand Identity Guidelines June 2016 32

    Line GraphicsTwo-line construction examples

    Examples of various layout formats using two-line Line Graphics

    Note: Lines are colored for instructional purposes only.

  • AECOM Brand Identity Guidelines June 2016 33

    Line GraphicsThree-line construction examples

    Examples of various layout formats using three-line Line Graphics

    Note: Lines are colored for instructional purposes only.

  • AECOM Brand Identity Guidelines June 2016 34

    Line GraphicsThings to avoid

    Note: Lines are colored for instructional purposes only.

    Do not position the first line through opposite sides of the layout.

    Do not place the intersection of the lines outside the live area.

    Do not use vertical or horizontal lines or lines less than 5.

    Do not divide the layout symmetrically.

    Do not divide the layout into even sections.

    Do not intersect lines at the same point.

    Do not use parallel lines for Line Graphics.

    Do not violate the logo clear space.

  • AECOM Brand Identity Guidelines June 2016 35

    Line GraphicsAligning type

    Type should always align to the underlying grid. When possible, also try to align headlines or titles to the intersection point of the Line Graphic.

    Note: Lines are colored for instructional purposes only.

    Do not place type over Line Graphics or align type tightly to them.

    Do not align type to the angle of the Line Graphics.

    When possible, align title text to the intersection of the lines.

    Buildingfor thefuture

    Building for the future

    Buildingfor thefuture

    Building fo

    r

    the future

  • AECOM Brand Identity Guidelines June 2016 36

    Line GraphicsLine color

    When creating Line Graphics, always use either all black or all white lines within a layout.

    Do not use white and black lines together in the same layout.

    Use white lines on dark, solid color backgrounds and dark areas of photographs.

    Use black lines on light, solid color backgrounds and light areas of photographs.

  • AECOM Brand Identity Guidelines June 2016 37

    Line GraphicsLine weights

    To help establish design consistency, line weights for Line Graphics have been established for most common layout sizes. Always use the line weights outlined here.

    Determining line weights for nonstandard layout sizes

    1. Measure the sides of the layout.

    2. Convert the shorter side to points by multiplying inches by 72 and millimeters by 2.83.

    3. Multiply points by .002.

    4. The resulting number equals the correct line weight in points.

    5. Round up to the nearest tenth of a point.

    Note: Never use a line weight less than 0.5pt.

    Example: Millimeters300mm x 900mm layout

    1. Shorter side is 300mm

    2. 300 x 2.83 = 849 points

    3. 849 x .002 = 1.698 points

    4. Use a 1.7 pt rule

    Example: Inches10" x 30" layout

    1. Shorter side is 10"

    2. 10 x 72 = 720 points

    3. 720 x .002 = 1.44 points

    4. Use a 1.4 pt rule

    Layout size Line weightDigital formats* 1pxUS Letter A4

    1pt

    Tabloid A3

    2pt

    16" x 20" poster A2

    3pt

    24" x 36" poster A1

    3pt

    36" x 48" poster A0

    4pt

    * Use 1px as the line weight for all digital applications. Responsive web design and the range of screen size does not allow a range of line weights in digital applications.

  • AECOM Brand Identity Guidelines June 2016 38

    Line GraphicsSolid color backgrounds

    Line Graphics can appear on any solid color from the AECOM color palette.

    Use white lines on color backgrounds and black lines on white backgrounds.

    Do not use color lines on color backgrounds.

    On AECOM Yellow backgrounds, line graphics should be black to ensure legibility.

  • AECOM Brand Identity Guidelines June 2016 39

    Line GraphicsPhotographic backgrounds

    Line Graphics can also appear on full-bleed photographic backgrounds.

    Use white lines on light areas of photographs and black lines on dark areas of photographs.

    Do not use color lines on photographs.

    Always ensure photographs provide enough contrast to make the lines clearly visible.

  • AECOM Brand Identity Guidelines June 2016 40

    Line GraphicsDesign variation: color block

    Color block over solid color

    Color block over photoFor design variation, a color block can be used in place of one line in a Line Graphic. The color block may be used over a full- bleed photo or over a color background.

    In this design variation, always place the logo in the color block for maximum visibility.

    Creating a color block

    1. Create a layout with a Line Graphic.

    2. Select one line to convert to a color block.

    3. Make a closed shape from the selected line as shown.

    4. Place the logo within the color block.

    Adjusting color blocks over photos

    1. Fill the shape with a color from the AECOM color palette. Choose a color to complement the photo.

    2. Set the color transparency between 7080%.

    Remember that white is a color option.

    Do not use black for a color block over a photo.

    Adjusting color blocks over solid color

    1. Fill the shape with white.

    2. Set the opacity of the shape to 20% . In Adobe InDesign, this setting is in the Effects palette.

    Do not use contrasting or complementary colors for color blocks.

    Note: Blue lines are for instructional purposes only.

  • AECOM Brand Identity Guidelines June 2016 41

    Line GraphicsColor block examples

  • AECOM Brand Identity Guidelines June 2016 42

    Line GraphicsColor block examples

  • AECOM Brand Identity Guidelines June 2016 43

    Line GraphicsExpressive arrangements

    Expressive arrangements are suggested layout approaches to help provide a unique conceptual alignment between Line Graphics, copy and photography.

    Each of these expressive arrangements are explained on the following pages.

    Focal pointFocal area Storytelling

    Point-of-origin Blueprint-to-realization

  • AECOM Brand Identity Guidelines June 2016 44

    Line GraphicsExpressive arrangements

    Focal area layoutsFocal area layouts highlight a specific area of an image to reinforce the message of the communication.

    Creating a focal area layout

    1. Determine an area of focus in the photo. This will typically be a large area of the image, rather than a specific point.

    2. Construct a two- or three-line Line Graphic so the lines create an open frame highlighting the focal area.

    3. Ensure that the headline conceptually links to the subject in the focal area.

  • AECOM Brand Identity Guidelines June 2016 45

    Line GraphicsExpressive arrangements

    Focal point layoutsFocal point layouts highlight a specific point of an image to reinforce the message of the communication.

    Creating a focal point layout

    1. Determine the image focal point.

    2. Construct a two-line Line Graphic with the intersection near the focal point.

    3. Ensure that the headline conceptually links to the subject at the focal point.

  • AECOM Brand Identity Guidelines June 2016 46

    Line GraphicsExpressive arrangements

    Storytelling layoutsStorytelling layouts use two images together to tell a story. The Line Graphics are used to create the frames for the images.

    Creating a storytelling layout

    1. Select two images with clearly distinct subjects but with an identifiable conceptual connection.

    2. Place the images side-by-side within the layout.

    3. Add the first line.

    4. Add a second line, placing the intersection near the center of the layout; ensure that this line has an angle of 5.

    5. An optional third line can be added.

    6. Mask the imagery within the shapes formed by the intersection of the lines.

    7. Use a difference in scale between the two photographs to create additional contrast.

    8. Ensure that the line bisecting the photos is white (on a dark background) or black (on a light background).

    9. Ensure that the copy conceptually refers to the subject matter in the imagery.

  • AECOM Brand Identity Guidelines June 2016 47

    Line GraphicsExpressive arrangements

    Point-of-origin layoutsIn these arrangements, the Line Graphic helps frame both a focal area in the photo and the logo, implying a connection between the two.

    Creating a point-of-origin layout

    1. Select an image that has a subject that is clearly an outcome of an AECOM connection.

    2. Construct a line graphic so the lines frame both the subject of the photo and the AECOM logo.

    3. Ensure that the copy conceptually refers to the subject matter in the imagery.

  • AECOM Brand Identity Guidelines June 2016 48

    Line GraphicsExpressive arrangements

    Blueprint-to-realizationBlueprint-to-realization layouts use the shapes defined by the Line Graphics to accentuate the lines of a featured project in a photograph.

    Creating a blueprint-to-realization layout

    1. Select a project image with strong visual lines.

    2. Construct a two-line Line Graphic to accentuate the underlying lines in the photograph. Avoid using three-lines as they weaken the connection to the lines inherent in the image.

    Note: Because these layouts are based on the content of the image, the lines can be at any angle that complements the project.

    The lines do not need to follow the rules established for the angle of the first line on page 27.

  • AECOM Brand Identity Guidelines June 2016 49

    Line GraphicsThings to avoid

    Do not create a layout with only one line.

    Do not place the logo outside of a color block.

    Do not use two color blocks within one layout.

    Do not use color lines over a photograph.

    Do not use non-standard line weights for a document format.

    Do not outline a color block with a line.

    Do not used curved lines for Line Graphics (top). Do not use horizontal or vertical lines for Line Graphics (center). Do not overlap type with lines (bottom).

    Holcim grassroots cement plantaecom.com/holcim

  • AECOM Brand Identity Guidelines June 2016 50

    Line GraphicsThings to avoid

    Do not create a layout with multiple color blocks.

    Do not center Line Graphics so that the layout appears symmetrical.

    Do not use images with insufficient contrast for the Line Graphic.

    Do not combine Line Graphics with photo effects like lens flares.

    Do not use parallel lines for Line Graphics.

    Do not position intersection of lines outside the live area.

    Do not overlap three lines at the same point (top). Do not use color lines over color backgrounds (bottom).

  • AECOM Brand Identity Guidelines June 2016 51

    Line GraphicsLine patterns

    Line patterns are preconfigured designs of Line Graphics in color.

    They are provided in the PowerPoint and literature templates.

    These patterns should only be used as provided in the templates. The patterns should never be adjusted or recreated.

    Line patterns always appear in a single color from the AECOM color palette.

  • Color

  • AECOM Brand Identity Guidelines June 2016 53

    ColorColor palette

    AECOM Green

    Pantone 376CMYK 5001000RGB 1321890Hex 84bd00

    AECOM Blue

    Pantone 306CMYK 75050RGB 0181226Hex 00b5e2

    AECOM Yellow

    Pantone 108CMYK 06950RGB 25522918Hex ffe512

    AECOM Magenta

    Pantone 2415CMYK 30100010RGB 1580126Hex 9e007e

    AECOM Warm Gray

    Pantone Warm Gray 8CMYK 0142860RGB 140130121Hex 8c8279

    Black

    Pantone Black 6CMYK 000100RGB 000Hex 000000

    White

    WhiteCMYK 0000RGB 255255255Hex ffffff

    AECOM Orange

    Pantone 138CMYK 0551000RGB 24613931Hex f68b1f

    Our color palette consists of a set of core colors and a set of neutral colors.

    Our five core colors are AECOM Blue, AECOM Green, AECOM Orange, AECOM Yellow and AECOM Magenta. These colors add vibrancy and modernity to our visual expression, complementing the strength and clarity of our black or white logo.

    The core colors are supported by three neutral colors: black, white and AECOM Warm Gray.

    To maintain consistency in our identity system, it is essential that our colors are always reproduced accurately. Always follow the CMYK, RGB and Web/Hex values shown on the following page.

    Web and safety colorsUnique color palettes have been developed for online applications and for applications governed by regulatory and safety requirements. See the digital and signage guidelines respectively for details.

    Color specification updatesThe color specifications in this document have been revised from previous guidelines. Be sure to confirm the color formulas used in all new work.

    Core Colors

    Neutral Colors

  • AECOM Brand Identity Guidelines June 2016 54

    ColorTint specifications

    Tints in 20% increments may be used for charts, graphs and information graphics. Use the tint formulas shown here for PowerPoint, HTML and other applications where it is not possible to set a percentage of the original color.

    Core Colors R G B Hex

    AECOM Blue 80% 51 195 234 33c3ea 60% 102 210 239 66d2ef 40% 153 225 244 99e1f4 20% 204 240 249 ccf0f9AECOM Green 80% 152 200 103 98c867 60% 178 214 141 b2d68d 40% 203 227 179 cbe3b3 20% 229 241 217 e5f1d9AECOM Orange 80% 247 162 75 f7a24b 60% 249 185 120 f9b978 40% 251 208 165 fbd0a5 20% 253 231 210 fde7d2AECOM Yellow 80% 255 234 65 ffea41 60% 255 241 131 fff183 40% 255 247 179 fff7b3 20% 255 251 220 fffbdcAECOM Magenta 80% 183 68 154 b7449a 60% 201 115 179 c973b3 40% 219 161 204 dba1cc 20% 237 208 229 edd0e5

    Neutral Colors R G B Hex

    AECOM Warm Gray 80% 173 165 158 ada59e

    60% 193 188 182 c1bcb6

    40% 214 210 207 d6d2cf

    20% 234 233 231 eae9e7

    Black 80% 51 51 51 333333

    60% 102 102 102 666666

    40% 153 153 153 999999

    20% 204 204 204 cccccc

  • AECOM Brand Identity Guidelines June 2016 55

    ColorSolid colors

    Solid colors are used in our identity system for background colors and for type.

    Color for backgroundsAlways use a single color for a background.

    Try to use only one background color throughout a communication.

    Avoid a multicolored look.

    Color for typeUse black type on a white background for body text or any large amounts of copy.

    Use color type only on a white background.

    Type can be set in any color from the color palette except yellow.

    Ideally, use only one core color along with black for type. A maximum of two colors plus black can be used, if needed. AECOM Warm Gray is preferred for the additional color.

    Ensure that color type is used consistently throughout a communication piece.

    Avoid using color type on a color background.

    Avoid multicolored text or text with gradients.

    Best planning conceptual project contributing to Londons future, London Planning Awards (The Mayor of London, London First and the Royal Town Planning Institute) 2004

    Our professionals also perform environmental studies and develop innovative ways to reduce the environmental impact of airports.

  • AECOM Brand Identity Guidelines June 2016 56

    ColorColor blocks

    Color blocks can be used as a design variation over photography or over solid color backgrounds.

    Color blocks over photographyAlways use tints in the range of 7080%.

    Use a color that complements the photograph.

    Color blocks over solid colorWhen used over solid color backgrounds, color blocks are achieved by filling the shape with white set to 20% opacity. In Adobe InDesign, this setting is in the Effects palette.

    Do not use contrasting or complementary colors for color blocks.

    The AECOM logo should always sit in the tinted color block.

    See page 37 for details on creating color blocks.

  • AECOM Brand Identity Guidelines June 2016 57

    ColorCharts and graphs

    Use color to differentiate sets of information in charts and graphs.

    Use discretion when using multiple colors in a single chart or graph in order to avoid a rainbow effect.

    TintsTints of colors also be used to differentiate sets of information in a single chart or graph.

    Always use tints in 20% increments to help maintain a distinction between values.

    $8.0

    $6.0

    $4.0

    $2.0

    $0.0

    Year 1 Year 2

    A

    ABCDEFGH

    0

    10

    20

    30

    40

    50

    60

    70

    80

    90

    100

    B C D E F G H

    Y-Ax

    is L

    abel

    X-Axis Label

    A

    ABCDEFGH

    0

    10

    20

    30

    40

    50

    60

    70

    80

    90

    100

    B C D E F G H

    Y-Ax

    is L

    abel

    X-Axis Label

    $8.0

    $6.0

    $4.0

    $2.0

    $0.0

    Year 1 Year 2

  • AECOM Brand Identity Guidelines June 2016 58

    ColorCharts and graphs

    Region 1 Location 1Location 1Location 1

    Region 2 Location 1Location 2Location 3Location 4

    Region 3 Location 1Location 2Location 3Location 4

    7,000

    20,000

    3,000

    7,000

    20,000

    3,000

    Region 1

    Region 2

    Region 3Use discretion when applying color in charts and graphs. Too many colors can distract from the information. Use AECOM Warm Gray to help visually balance charts and graphs with multiple colors.

    AN OtherRole/position

    AN OtherRole/position

    AN OtherRole/position

    AN OtherRole/position

    AN OtherRole/position

    Support

    AN OtherRole/position

    AN OtherRole/position

    AN OtherRole/position

    AN OtherRole/position

    AN OtherRole/position

    AN OtherRole/position

    AN OtherRole/position

    AN OtherRole/position

    AN OtherRole/position

    AN OtherRole/position

    AN OtherRole/position

  • Photography

  • AECOM Brand Identity Guidelines June 2016 60

    PhotographyOverview

    Photography provides a lens into our global culture and impact.

    Weve organized the photography into two overarching themes: Places and Moments.

    Places Places highlight the geographies where we live and work, as well as the projects we help bring to life. Theyre divided into two groups:

    Local textures and patterns These celebrate the cultures and fabrics of the communities that we serve.

    Project photos These capture the final state of our work and the Transformational outcomes they deliver.

    MomentsMoments focus on the people behind our solutions and lives of people affected by the work we do. Theyre also divided into two groups:

    Employees and partners These are candid, editorial-style photographs that capture employees in the office and in the field.

    Spaces These highlight how people use the environments we create, showing our spaces in both expected and unexpected ways.

    Note: The images shown in this section illustrate our photographic themes and style. They are meant to provide guidance and inspiration only, and may not be available in our photography library.

  • AECOM Brand Identity Guidelines June 2016 61

    PhotographyPlaces: local textures and patterns

    Photos of local textures and patterns highlight unique and visually engaging details from the landscape, architecture and environment of a particular region.

    Key characteristics of these photos include:

    A strong, clear connection to a placeSubjects are readily identifiable and easily read as belonging to a particular area or geography.

    A fresh perspectiveEnvironmental textures and patterns provide a unique way of identifying a region while avoiding visual clichs.

    Careful croppingImages are tightly cropped to emphasize the abstract aspect of texture and pattern.

  • AECOM Brand Identity Guidelines June 2016 62

  • AECOM Brand Identity Guidelines June 2016 63

    PhotographyPlaces : project photos

    Project photos feature the projects, programs and plans that we develop.

    Key characteristics of these photos include:

    A strong sense of dimension and scale People and the surrounding environment are used to help define the size and scope of the project.

    A carefully chosen point of view Vantage points are used for optimal impact. Birds-eye view and ground-level views are used strategically to help showcase a project.

    A sense of dramaComposition and lighting help stir the imagination and engage the viewer on an emotional level.

  • AECOM Brand Identity Guidelines June 2016 64

  • AECOM Brand Identity Guidelines June 2016 65

    PhotographyMoments: employees and partners

    Employee and partner photos feature our people as they are engaged in developing and creating our projects.

    Key characteristics of these photos include:

    Real, engaged subjects People that are true to life and not obviously models. They are engaged with their work and each other rather than with the camera.

    A reportage styleImages feel like observed or documented real events in real situations.

    Natural lighting Lighting comes from the environment and does not appear obviously manipulated.

    Note: Employees and people in on-site photos must always be shown wearing appropriate personal protective equipment and appear in compliance with the relevant safety standards for the setting.

  • AECOM Brand Identity Guidelines June 2016 66

  • AECOM Brand Identity Guidelines June 2016 67

    PhotographyMoments: spaces

    Photos of spaces show our projects in use and people benefiting from them.

    Key characteristics of these photos include:

    Point of view of the subject Photos are taken from the eye level of the people in the photos. The angles are familiar and inviting rather than imposing and overly dramatic.

    Living framesSpaces appear alive with people engaged in their work and in their personal lives. The spaces are shown as they were intended to be used by people.

    Warmth Color and lighting, along with engaged people, bring a sense of warmth and life to photos of spaces.

  • AECOM Brand Identity Guidelines June 2016 68

  • AECOM Brand Identity Guidelines June 2016 69

    PhotographyCV photos

    Head shots of employees used to accompany biography text should always be styled, shot and cropped consistently.

    Crop tightly, showing head and shoulders only, and with the top of the head slightly cropped.

    Use even, flattering lighting. Use color photos whenever possible.

    Key characteristics of these photos include:

    Approachable Employees appear relaxed and confident.

    Professional Employees are dressed and groomed professionally, as if for an interview.

    Simple Backgrounds are neutral and flatter rather than distract.

  • AECOM Brand Identity Guidelines June 2016 70

    PhotographyThings to avoid

    Do not use patterns that do not have a clear regional or cultural association.

    Do not show people in clichd situations or poses.Avoid images where people are obviously posed rather than actively engaged in the spaces we create.

    Do not show projects without a strong sense of scale or point of view.

  • AECOM Brand Identity Guidelines June 2016 71

    PhotographyResources and information

    Photography resourcesUse the links below to access the AECOM photography libraries.

    General photoshttp://mediabank.aecomnet.com/

    Corporatehttp://brandbank.aecomnet.com/

    Australia/New Zealandhttp://anzmediabinlite/mediabin/

    Environment photo libraryhttp://portal.env.aecomnet.com/geg/Marketing/Environment%20Photo%20Library2011/Forms/AllItems.aspx

    Europe photo libraryhttp://imagelibrary.aecom.com

    Image use rights and copyright restrictionsAlways ensure that usage rights are obtained for stock photography. Copyright and usage restrictions may also apply to images of art and architecture.

  • Typography

  • AECOM Brand Identity Guidelines June 2016 73

    AECOM Sans is the approved typeface for all AECOM communications. Whenever possible and practical, our communications should use AECOM Sans.

    AECOM Sans is available for all employees and agency partners for use in AECOM communications and materials only.

    Download the font from the AECOM Brand Microsite http://brand.aecom.com or contact [email protected] for information.

    StylesAECOM Sans is available in four weights: Light, Regular, Bold and XBold.

    PowerPointAECOM PowerPoint templates are available in both AECOM Sans and Arial. Use the AECOM Sans version whenever possible. However, if presentations will be shared or distributed outside the company in PowerPoint format, use the Arial version to avoid font problems.

    TypographyAECOM Sans

    abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!?#&$AECOM Sans Light

    abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!?#&$AECOM Sans Regular

    abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!?#&$AECOM Sans Bold

    abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!?#&$AECOM Sans XBold

  • AECOM Brand Identity Guidelines June 2016 74

    AECOM Sans contains an extended Latin character set allowing support of most European languages.

    In addition, the font supports Cyrillic, Greek, Arabic and Hebrew scripts.

    TypographyLanguage support

    AECOM Sans Extended Latin characters (sample)

    wAECOM Sans Cyrillic

    AECOM Sans Greek

    AECOM Sans Arabic

    AECOM Sans Hebrew

  • AECOM Brand Identity Guidelines June 2016 75

    When setting type in Simplified Chinese, Traditional Chinese and Japanese, use Aktiv Grotesk.

    Technical specifications and purchasing information for these fonts can be found at:

    https://www.daltonmaag.com/library/aktiv-grotesk-chinese-japanese

    The fonts for these languages are available in Light, Regular, Medium and Bold weights.

    These fonts also contain support for Latin characters.

    TypographyChinese and Japanese language fonts

    Aktiv Grotesk Traditional Chinese

    Aktiv Grotesk Simplified Chinese

    Aktiv Grotesk Japanese

  • AECOM Brand Identity Guidelines June 2016 76

    Microsoft Word templatesArial is the standard font used in all AECOM Microsoft Word templates.

    Arial should be used whenever AECOM Sans is not available.

    AECOM Sans is available for all employees and agency partners, and can be downloaded from the AECOM Brand Microsite http://brand.aecom.com or contact [email protected] for information.

    Serif system substituteWhen external parties specifically request documents to be set in a serif font, Times New Roman should be used. This is the only instance when this font should be used.

    TypographyAlternate fonts

    abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!?#&$Arial Regular

    abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!?#&$Arial Bold

    abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!?#&$Times New Roman

  • AECOM Brand Identity Guidelines June 2016 77

    TypographyUsing type

    Paragraph stylesAlways use the paragraph styles built into the InDesign and Word templates. See the following page for additional details on paragraph styles.

    Try to use no more than two type styles per layout, e.g., Light and Bold, or Regular and Bold.

    AlignmentType should always align to the design grid.

    Use left-aligned type for body copy.

    Do not set body copy to full-justification.

    Do not center align or right align type.

    ItalicsUse italics only when required by editorial standards, such as for the name of a publication or for foreign words.

    Consider the use of a change in weight or type color in lieu of using italics.

    CaseUse sentence case for titles, headlines and subheads.

    Use title case only when required by editorial standards.

    Avoid setting type in all caps, except when needed to establish information hierarchy.

    Tracking and kerningLarge type, such as headlines and titles, can be tracked to tighten letter spacing.

    Avoid tracking body copy.

    Set kerning to Optical in design software.

    Do not track type loosely to fill space or for a special effect.

    Expert resources to manage any capital program in the world

    London EyeLondon, U.K.

    Economics

    For regional and place-based economic development, urban revitalization, real estate, tourism and culture, and sustainable development, we develop strategies that respond to the market, attract financing and enable implementation. We help clients private entities, government agencies and non-profit organizations assess feasibility, impacts, risks and tradeoffs to make informed decisions. Using creative thinking, structured and impartial analysis, and clear communications, we build long-term partnerships of trust with

    clients. We address project design, public policies and regulations, site conditions, mitigation requirements, development and financing costs, and phasing and execution challenges to create value, manage risk and improve prospects for success.

    Below:Saadiyat IslandAbu Dhabi, U.A.E.

    Central Market Street Revitalization San Francisco, California, U.S.A.

    9AECOM

  • AECOM Brand Identity Guidelines June 2016 78

    TypographyParagraph styles

    A comprehensive set of paragraph styles are built into all AECOM InDesign and Word templates, allowing text to be formatted quickly and consistently.

    Paragraph styles have been developed for all levels of information hierarchy, including:

    Headings Body text Supplementary text Bullets Numbered lists Captions Pull-out quotes Introductory text

    Always use the provided styles for formatting text.

    If additional paragraph styles are required, always create a new style rather than altering the provided styles.

    Altering or renaming any of the template paragraph styles may cause style conflicts and inconsistencies when documents are reused or integrated with other documents based on the templates.

    Note: The examples shown on this page represent only a portion of the paragraph styles available in the InDesign and Word templates.

    AECOM InDesign and Word templates can be downloaded from the AECOM Brand Microsite http://brand.aecom.com.

    Heading 03AECOM Sans Bold 24/27 Section Title SampleHeading 05AECOM Sans Bold 21/24 Section Title SampleHeading 06AECOM Sans Bold 18/21 Section Title SampleHeading 07AECOM Sans Bold 15/18 Section Title Sample

    Heading 08AECOM Sans Bold 12/15 Section Title Sample

    Body Text AECOM Sans Regular 9/12

    Sum laut alique ant. Equi acea pra vel id maxi mpo rectus atempore sapit quosdo upt atur aliquid et voluptia sum re susma gnihi lliquis aut eata seque. Omnis eatin nos nobitat reped qui nitam quam illab ipicia num ipsa volor sim fugiandita adicia nem.

    Body Text Numbered Level 1 No SpaceAECOM Sans Regular 9/12

    1. Opari busciti ut a dem qui cor aperum corum que serro vel intepe sed ut quia sum re.

    2. Ruiam culpa sim accume doluptatem laute es cone none ctaerias dit fihi lliquis aut eatauga.

    Body Text Numbered Level 2 No SpaceAECOM Sans Regular 9/12

    a. Aliqui temo ipictium alibus, nulpari busciti out a dem que serrt voluptia sumo vel int.

    b. Sepe sed ut quia sum re quos doluptatur aliquid et voluptia sum re sus magnihi ll.

  • Iconography

  • AECOM Brand Identity Guidelines June 2016 80

    Icons are used primarily as supporting artwork to aid navigation in both print and digital communications.

    They can also be used with discretion to help convey broad themes or messages, but they should never be used at a large scale as primary artwork.

    Icon artwork is included in InDesign and PowerPoint templates.

    IconographyOverview

  • AECOM Brand Identity Guidelines June 2016 81

    IconographyUse

    ColorIcons can appear in any color from the AECOM color palette.

    They can also appear reversed out of any color in the color palette.

    Do not reverse icons out of AECOM Yellow.

    GridAll icons are built on an underlying invisible grid. New icons should always be based on this same grid.

    Always secure brand management approval before creating or using new icons.

    Positive icons

    Reverse icons

    Icon grid Do not reverse icons out of AECOM yellow.

  • AECOM Brand Identity Guidelines June 2016 82

    IconographyThings to avoid

    Do not fill icons with color. Do not add effects such as drop shadows to icons.

    Do not place an icon on a background that limits visibility.

    Do not use icons at large sizes or as hero imagery.

    Do not combine icons with photography.

    Do not use colors outside of the AECOM color palette.

    Do not make multi-color icons.

    Do not place icons in a holding shape like a circle or a square.

    Q3Q4 Planning

  • AECOM Brand Identity Guidelines June 2016 83

    For additional information on the AECOM brand and the visual identity system, visit the AECOM Brand Microsite http://brand.aecom.com.

    ResourcesAECOM Brand Microsite

  • AECOM Brand Identity Guidelines June 2016 84

    Checklist

    Use the following checklist to help ensure that materials are on brand and consistent with other AECOM communications.

    Photography

    Does the choice of images meet the objectives of the communication?

    Has the grid been used to help size and position the images in the layout?

    Does each image contribute to the story and support the messaging?

    Typography

    Is the type set in AECOM Sans?

    If working from a template, have the paragraph and character style sheets been used?

    Does the type have consistent styling (point sizes, leading, color)?

    Does the type styling help organize the information to make the information clear and easily understood?

    Iconography

    Are icons used as supporting artwork rather than as large-scale, hero imagery?

    Do the icons appear in a color from the AECOM color palette?

    Resources and questions

    Have you looked for resources, templates, guidelines and brand information on the AECOM Brand Microsite http://brand.aecom.com?

    Have you reached out to the global brand teams at [email protected] with questions?

    Brand voice

    Does the copy follow our brand voice:

    Clarify complexity? Make it a conversation? Show why it matters?

    Grids

    Has the grid in the templates been used to align and organize the layout?

    Logo and tagline

    Does the logo appear in one of the corners of the layout?

    Is it appropriate to include the tagline?

    Is there sufficient clear space around the logo (and tagline)?

    Is there sufficient contrast between the logo and the background?

    Does the logo align to the grid?

    Line Graphics

    If the communication is high-profile, are Line Graphics used?

    If custom-made, does the Line Graphic use 23 lines?

    Do the lines intersect?

    Do the lines extend to the edge of the layout?

    Are the lines visible and all the same color?

    Do the lines follow the prescribed weights for the layout size?

    Do the lines enhance the layout rather than detract from it?

    Color

    Do the colors match the specifications in the guidelines?