BRAND GUIDELINES
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
AIM AWARDS BRAND GUIDELINES4
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
AIM AWARDS BRAND GUIDELINES 5
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.
AIM AWARDS BRAND GUIDELINES6
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.
AIM AWARDS BRAND GUIDELINES 7
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).
NEVER use any version of our logo on
any dark colours or dark background
images where there is insufficient
contrast.
NEVER alter any of the designated
corporate colours.
NEVER use any version of our logo on
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.
AIM AWARDS BRAND GUIDELINES8
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’
AIM AWARDS BRAND GUIDELINES 9
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.
AIM AWARDS BRAND GUIDELINES10
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
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Futura
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Futura Heavy
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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.
AIM AWARDS BRAND GUIDELINES 11
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