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Brand and Visual
Identity Guidelines
APRIL 2015
AMERICAN
LE
I
N
CO
L
E
UNIVERSITY
GE
OF MED
IC
of ANTIGUA
COLLEGE OF MEDICINE
INTRODUCTION
We believe that tomorrow’s physicians need a
global education.
Despite the ongoing physician shortage, U.S. medical schools are
not opening up more seats to meet the rising demand of patients in
need of healthcare. The future lies in training physicians from diverse
backgrounds who then practice in areas they’re needed most. We are here
to provide this service.
Our brand represents the students we want to educate: people who
are compassionate, dedicated, driven, and have a global mindset. As a
relatively young medical school, we have hit many milestones in a short
period of time and in turn, earned an excellent international reputation
as a leader in medical education. Our prestige derives from our approvals
and accreditations and the success of our alumni.
Keeping AUA’s brand consistent and cohesive is essential to the narrative
we construct for our audience. This guide provides the visual and
editorial aids to express all that distinguishes us.
OUR NAME
It is very important to maintain a sense of
consistency when referring to the school, in
order to crystallize AUA’s purpose in the minds
of both new and familiar audiences.
Consistency in referring to the school also helps
to minimize confusion and differentiate AUA
from peer and competitor institutions.
Our institution’s name is:
American University of Antigua
College of Medicine
Verbally, and in print, the only appropriate acronyms are:
AUA
or
AUACOM
It can also be referred to as:
AUA College of Medicine,
American University of Antigua,
American University of Antigua COM
These references should not be the primary or first mention in any
document. They can be used verbally and in written pieces as a
way to provide a sense of linguistic variety.
NOT:
• The American University of Antigua
• AUA’s College of Medicine
• American Univ. of Antigua
• AUA Medical School
• American University of Medicine
• University of Antigua
A
SEAL
U
LE
I
C
I
N
CO
L
E
Our seal is simple – a caduceus at the center with a
sun in the background. When discussing the College
of Medicine, this is the logo to use.
GE
OF MED
o
LOGO AND USAGE
The AUA logo exists in two orientations to accommodate most applications. This section also details tagline applications,
specific affiliated group treatments, and buffer space allowances. Each logo should be treated as one unified graphic and
should never be separated or distorted. The seal and type of the logo should never be broken apart and the proportions of
the logo should remain consistent.
The logo cannot be modified in any way; it is forbidden.
Before beginning a design project, ensure that all assets are up-to-date. The space around the logo and school name
should be equal to (or greater than) the height of the “A” in American. See the logo spacing diagram for more details.
Primary logo:
AMERICAN
I
N
OF MED
IC
of ANTIGUA
COLLEGE OF MEDICINE
Secondary logo:
AMERICAN
UNIVERSITY
CO
L
LE
GE
OF MED
IC
I
of ANTIGUA
L
LE
E
CO
AMERICAN
UNIVERSITY
I
N
GE
E
LE
N
CO
L
E
UNIVERSITY
GE
OF MED
IC
of ANTIGUA
COLLEGE OF MEDICINE
COLLEGE OF MEDICINE
Examples:
AMERICAN
E
UNIVERSITY
I
N
IC
of ANTIGUA
LE
E
L
I
N
AMERICAN
UNIVERSITY
GE
OF MED
IC
of ANTIGUA
AMERICAN
E
UNIVERSITY
I
N
IC
of ANTIGUA
L
LE
E
UNIVERSITY
I
N
AMERICAN
C OC
LL
L IEN
G IEC O
ED
A FL M
SC
I EI C
NICNEE S
D E PA RTM E N T
COLLEGE OF MEDICINE
CO
F MED
In developing marks that represent sub-brands and AUA-related entities, lead with the school’s brand marks and use
complementary type treatments that support — rather than overshadow — the primary logos.
CO
F MED
LOGOS:
D E PA R T M E N T S / G R O U P S
GE
OF MED
IC
of ANTIGUA
COLLEGE OF MEDICINE
UGCEA T
NE D I C I N E
C OEL D
LE
O IFOM
ENHANCEMENT
D E PA RTM E N T
COL
of ANTIGUA
E
I
N
IC
UNIVERSITY
of ANTIGUA
Secondary logo:
CO
L
LE
GE
I
E
IC
OF MED
GE
LE
L
E
LE
I
N
CO
L
GE
OF MED
IC
LE
GE
OF MED
E
E
N
CO
L
I
N
IC
of ANTIGUA
GE
OF MED
E
LE
I
N
E
N
N
I
L
UNIVERSITY
IC
E
IC
I
of ANTIGUA
O
F MEDICINE
AMERICAN
UNIVERSITY C O L L E G E O F
O ANTIGUA
F MEDICINE
of
COLLEGE OF MEDICINE
Minimum width: 1.25 in
COLLEGE OF MEDICINE
COLLEGE OF MEDICINE
Minimum width: 3.5 in
L
LE
When to use the shield alone
If the branding space is
limited, or if AUA is written out
CO
LLEG
near the logo, such as in
social
media platforms, then you
may use the AUA shield alone.
AMERICAN
UNIVERSITY
MEDICINE
CO
IC
CO
OF MED
COLLEGE
COLLEGE
AMERICAN
AMERICAN
I
CO
GE
IC
UNIVERSITY
LE
OF MED
E
of ANTIGUA
CO
L
GE
N
I
LE
IC
L
OF MED
CO
AMERICAN
AMERICAN
UNIVERSITY
UNIVERSITY
ANTIGUA
of
of ANTIGUA
CAN
SITY C O L L E G E O F M E D I C I N E
AMERICAN
GUA
UNIVERSITY
of ANTIGUA
OF MED
E
OF MED
GE
LE
L
OF MED
of ANTIGUA
GE
GE
MEDICINE
COLLEGE OF MEDICINE
AMERICAN
LE
LE
I
N
E
N
E
N
E
IC
I
N
CO
L
L
N
UNIVERSITY
CO
C Oto
LL
E GAUA
E O“A”.
F
UNIVERSITY
Spacing around
logos should be equivalent
one
CO
AMERICAN
UNIVERSITY
CO
I
E
of ANTIGUA
IC
N
COLLEGE OF MEDICINE
COLLEGE OF MEDICINE
I
OF MED
IC
GE
I
IC
OF MED
LE
OF MED
GE
CO
L
GE
LE
LE
L
CO
L
AMERICAN
AMERICAN
UNIVERSITY
UNIVERSITY
ANTIGUA
of
of ANTIGUA
AMERICAN
AMERICAN
COLLEGE OF MEDICINE
Primary logo:
UNIVERSITY
AMERICAN
L O G O A N D U S A G E : S I Z I N G A N D S PA C I N G
GE
OF MED
IC
of ANTIGUA
COL
LOGO AND USAGE: REVERSING
The reversed logo may be placed over any AUA brand colors.
I
UNIVERSITY
E
I
N
GE
OF MED
IC
of ANTIGUA
I
of ANTIGUA
AMERICAN
UNIVERSITY
L
LE
GE
OF MED
IC
I
of ANTIGUA
LE
CI
GE
OF MED
I
of ANTIGUA
AMERICAN
UNIVERSITY
COLLEGE OF MEDICINE
CO
LE
OF MED
CO
L
GE
COLLEGE OF MEDICINE
L
L
LE
GE
OF MED
IC
I
of ANTIGUA
L
LE
E
of ANTIGUA
AMERICAN
CI
E
OF MED
LE
N
E
N
GE
COLLEGE OF MEDICINE
L
AMERICAN
UNIVERSITY
COLLEGE OF MEDICINE
CO
CI
AMERICAN
UNIVERSITY
COLLEGE OF MEDICINE
CO
LE
CO
L
AMERICAN
UNIVERSITY
COLLEGE OF MEDICINE
E
AMERICAN
UNIVERSITY
CI
N
of ANTIGUA
COLLEGE OF MEDICINE
N
I
E
IC
N
OF MED
E
GE
N
E
LE
N
L
CO
GUA
CO
SITY
UNIVERSITY
CO
CAN
AMERICAN
GE
OF MED
I
of ANTIGUA
COLLEGE OF MEDICINE
COLLEG
LOGO AND USAGE: DON’TS
Do Not...
... Cut off parts of the logo.
AMERICAN
N
CI
GE
I
of ANTIGUA
... Move elements around.
AMERICAN
E
LE
I
N
CO
L
GE
OF MED
IC
of ANTIGUA
... Place the logo on background that
renders it illegible.
LL
EGE
E
OF M
D
CO
MED
E OF
G
E
L
L
I
... Rotate the logo.
C O L L E G E O F M E D I C I N UNIVERSITY
E
L
LE
GE
ICIN
E
AMERICAN
UNIVERSITY
L
LE
GE
OF MED
IC
I
of ANTIGUA
COLLE
... Place the logo on a non-brand color.
AMERICAN
CO
UNIVERSITY
O
C
OF MED
COLLEGE OF
IC A NY
R
E
M
A V ERSIT
MEDICINE
UNI TIGUA
of A N
... Alter the colors of the logo.
CO
CO
LE
E
UNIVERSITY
L
... Stretch the logo disproportionately.
E
of ANTIGUA
E
I
CI
N
IC
E
OF MED
IN
GE
COLLEGE OF MEDICINE
C
LE
N
CO
L
E
UNIVERSITY
N
AMERICAN
OF MED
I
of ANTIGUA
AMERICAN UNIVERSITY OF ANTIGUA
COLLEGE OF MEDICINE
... Use older iterations of the AUA logo
?
COLLEGE OF MEDICINE
The AUA “Fun Logo” can only be used
if given expressed permission by the
Marketing Department.
Please contact art@auamed.org
SPIRIT MARK
These logos should be used for all merchandise
related to AUA (i.e. t-shirts, bumper stickers,
sweatshirts, etc.)
This will replace the old “sun logo” that has been
used on materials before.
T Y P O G R A P H Y: W E B
P R OX I M A N OVA
Headlines • Call-outs • Titles • Calls to Action
Proxima Nova is the result of a hybrid that combines
modern proportions with a geometric appearance. In
the last few years, Proxima Nova has become one of the
most popular fonts, in use on thousands of applications
around the world.
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
1234567890
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
1234567890
(Proxima should be used with at least 200pt tracking
and in all-caps.)
Museo Slab
Subheads • Body copy
Museo Slab is a font that incorporates traditional serif
elements for increased legibility, while still presenting a
simple, modern look.
(Museo Slab should never be used in all-caps.)
Note: We allow the use of Helvetica Neue or Arial when
Museo Slab is not available.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
T Y P O G R A P H Y: P R I N T
Lato
Headlines • Titles
The Lato typeface was created using classical proportions to
give the letterforms familiar harmony and elegance.
Note: We allow the use of Helvetica Neue or Arial when Lato
is not available.
Adobe Garamond Pro
Subheads • Body copy
Designers have used the Garamond typeface and its
variations as a standard for four centuries because of
their elegance, warmth, readability, and legibility. Adobe
Garamond Pro is a careful, modern interpretation
influenced by specimens of Garamond’s original type.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
T Y P O G R A P H Y: E X A M P L E S
THIS IS A MEMO
and I am the subject.
The use of two distinct typefaces is preferred.
Please follow the pairings set out in this
section.
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natetur sitendam facepud iscipsant as nobitiam facepuditio.
Parum sandae pero beatecaturem ipit et lam, cor solorem
poritius, ut del et omnit vercid molorent.
Adobe Garamond Pro
CO
As debis eatias estio. Ihitatur, seni doloratis rehenem. Hicta
illam iur aut lant plignisque doluptatem nobit quias et di beaqui beatiore provita consedit dolorrore velis doloria ium dita
AMERICAN
UNIVERSITY
que nim rehenis as dipsa cumqui opta quatem
volo quas num.
L
LE
E
Consider the level of formality when
selecting a typeface. Generally speaking,
sans serif fonts (Arial) are less formal than
serif fonts (Adobe Garamond Pro).
Lato
I
N
Do not mix type selections.
GE
OF MED
IC
of ANTIGUA
COLLEGE OF MEDICINE
Tur arcid quatus qui beaquis dit a dollupta consero id que
verspie nderum eum estrum rest quas ni tblaccumquas aut
BASIC SCIENCES
pore acest qui alis acitio cor sime volupture nesequi bustota
tatecaboria int porporio berae exerum il molupta tionse.
t The Building Blocks for Your Medical Career
Proxima Nova
BASIC SCIENCES
CURRICULUM
E D U C AT I O N
ENHANCEMENT
D E PA R T M E N T
ACADEMIC
FACILITIES
A U.S. curriculum in the Caribbean
Take your studies to the next level.
Built around you
LOREM IPSUM DOLOR
Museo Slab
Ma voluptatur acepeliqui am, elique adis sitatemporia is moluptas dolecest, anda qui quam
eostiat repudaeped ut dolore natetur sitendam facepud iscipsant as nobitiam facepuditio.
Parum sandae pero beatecaturem ipit et lam, cor solorem poritius, ut del et omnit vercid
molorent.
As debis eatias estio. Ihitatur, seni doloratis rehenem. Hicta illam iur aut lant plignisque
doluptatem nobit quias et di beaqui beatiore provita consedit dolorrore velis doloria ium dita
que nim rehenis as dipsa cumqui opta quatem volo quas num.
A Very Important Subtitle
Tur arcid quatus qui beaquis dit a dollupta consero id que verspie nderum eum estrum
rest quas ni blaccumquas aut pore acest qui alis acitio cor sime volupture nesequi bustota
tatecaboria int porporio berae exerum il molupta tionse. Tur arcid quatus qui beaquis dit a
dollupta consero id que verspie nderum eum estrum rest quas ni blaccumquas aut pore.
LETTERHEAD
Top Margin:
2”
AMERICAN
Left Margin:
3/4”
Adobe
Garamond Pro
LE
I
N
CO
L
E
UNIVERSITY
GE
OF MED
IC
of ANTIGUA
COLLEGE OF MEDICINE
February 18th, 2015
Mr. John Doe
Acme, Inc.
123 Main St.
Albuquerque, NM 07302
Dear John Doe:
Ma voluptatur acepeliqui am, elique adis sitatemporia is moluptas dolecest, anda qui quam eostiat repudaeped ut dolore natetur
sitendam facepud iscipsant as nobitiam facepuditio. Parum sandae pero beatecaturem ipit et lam, cor solorem poritius, ut del et
omnit vercid molorent. Ma voluptatur acepeliqui am, elique adis sitatemporia is moluptas dolecest, anda qui quam
Manipal Education Americas, LLC Representative for American University of Antigua
1 Battery Park Plaza, 33rd Floor, New York, NY 10004
1 (888) AUA-UMED | www.auamed.org
E M A I L + S I G N AT U R E
To:
student43@gmail.com
Cc:
Subject:
Hello there!
Dear John Doe:
Arial, 12pt.
Regular
Ma voluptatur acepeliqui am, elique adis sitatemporia is moluptas dolecest, anda qui quam
eostiat repudaeped ut dolore natetur sitendam facepud iscipsant as nobitiam facepuditio. Parum
sandae pero beatecaturem ipit et lam, cor solorem poritius, ut del et omnit vercid molorent. Ma
voluptatur acepeliqui am, elique adis sitatemporia is moluptas dolecest, anda qui quam.
Thank you!
At least 2 line
breaks
_______________________________
white background
Include line
Jane Smith
Associate Director of Admissions
___________________________
p: (212) 661-8899, ext. 246
f: (646) 390-4947
jsmith@auamed.org
If applicable
No embedded
images/graphics
Johnny Appleseed
Helpdesk Administrator
Manipal Education Americas, LLC Representative for
American University of Antigua College of Medicine
American International College of Arts and Sciences - Antigua
p: (212) 661-8899, ext. 321
f: (646) 390-4947
jappleseed@auamed.org
1 Battery Park Plaza, 33rd floor
New York, NY 10004
www.auamed.org
Manipal Education Americas, LLC
1 Battery Park Plaza, 33rd Flr
New York, NY 10004
www.auamed.org
At least 2 line
breaks after signature
Sample MEA-only
signature
C O L O R PA L E T T E
We use color to convey our brand. AUA Blue — synonymous
with the AUA brand — conveys both strength and wisdom.
AUA Blue should be the dominant color for materials, with the
primary color palette providing accents. These colors can have
white text printed or displayed over them and meet accessibility
standards.
The secondary colors work on two levels. First, they clarify
different types of information like categories and sections.
Second, they represent the depth and breadth of our offerings.
All use of color should meet accessibility standards.
HEX #8C8C8C
RGB: 140-140-140
CMYK: 0-0-0-45
HEX #AEAEAE
RGB: 174-174-174
CMYK: 0-0-0-32
HEX #D1D1D1
RGB: 209-209-209
CMYK: 0-0-0-18
HEX #DDC300
RGB: 221-195-0
CMYK: 0-12-100-13
BARBUDA SUN
HEX #618C07
RGB: 97-140-7
CMYK: 31-0-95-45
C LO S E S T A L L I G ATO R
AUA BLUE
HEX #07618C
RGB: 7-97-140
CMYK: 95-31-0-45
HEX #3880A3
RGB: 56-128-163
CMYK: 66-22-0-36
#6AA0BA
RGB: 106-160-186
CMYK: 43-14-0-27
HEX #9BBED1
RGB: 155-190-209
CMYK: 26-9-0-18
HEX #CDDFE8
RGB: 205-223-232
CMYK: 12-4-0-9
HEX #8C3207
RGB: 140-50-7
CMYK: 0-64-95-45
ANTIGUA CHERRY
HEX #DD7600
RGB: 221-118-0
CMYK: 0-47-100-13
M A N G O TA N G O
RESOURCES
All Visual Identity files are available on the
Public Drive (under Visual Identity) including:
• Logos
• Font installer files
• General Letterhead
• Letterheads by Department
• Color swatch (for Adobe Creative Suite)
• This manual