LOGO
Our name, logo and brand promise are our key identifiers and emblems for everything we do and stand for.
As our most recognisable assets, they are always spoken or applied confidently and proudly across all touchpoints, repeated enough to ensure brand recall.
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The precision and clean terminals of the letterforms, combined with the fine balance of stroke and geometric proportions, create a logo that is modern and premium. The distinctive hat on the ‘A’ creates stand-out while the consistent proportions within the letterforms construct a harmonious logo. Our logo does not have a symbol attached to it.
LOGO DOs
GENERIC CONSIDERATIONS
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Our logo must be clearly visible on all our touchpoints. Its clean, modern and distinctive letterforms reflect our history of innovation and cutting-edge design.
Our logo is only ever used in AEG red to continuously build brand equity. It can be used in white and carbon, but only as an exception.
At every point throughout our journey our logo should be positioned where it can best be seen to connect us to our product, message and consumer.
VIDEO CONSIDERATIONS
We are always seeking to build equity in our name where possible, and our logo is one way of doing this. In video, there are 3 primary ways to create stronger brand attribution.
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For more detailed specifications and executions please refer to these chapters: Video, On-screen-text.
Add AEG in supers where possible. Replace the words “us” or “we” with AEG, but do not overuse.
Increase the placement of the logo within the video, namely on our products, while ensuring it feels like a natural part of the story.
Add our logo at the end of a video as a sign-off and connection with our brand promise.
LOGO DON'Ts
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Do not apply our logo on any other graphics aside from photography and colour panels.
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Do not use a logo that has little contrast from the background. Always ensure its legibility.
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Do not use our logo in any rotated form.
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Do not use drop shadows with our logo. If the logo is not legible enough, create the contrast by adjusting the background image or colour.
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Do not change the colour of the logo or use the AEG Carbon Gradient for the logo.
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Do not use any images or overlays on our logo.
CLEAR-SPACES
Giving a logo sufficient clear-space ensures that nothing interferes with the visibility of the logo, and that the logo is always consistently spaced away from other elements.
The clear-space is defined by the width of the letter ‘E’ from the AEG logo. Ensure that nothing is placed within this space, or that the logo is placed closer than this space to other elements.
