AT brand guidelines logos colors fonts define how the brand appears across digital and print channels. Consistent use of these elements helps teams communicate clearly and builds long term recognition.
Below is a structured overview of the core brand components, including usage rules, contexts, and restrictions for each element.
| Element | Do | Don't | Usage Context |
|---|---|---|---|
| Primary Logo | Use on headers, digital ads, and official presentations | Stretch, rotate, or apply heavy effects | Brand hero placements and press releases |
| Logo Clear Space | Maintain minimum padding around the logo | Place near busy backgrounds or clutter | Ensures legibility at small sizes |
| Primary Color Palette | Use defined brand reds and neutral tones | Mix unverified reds or off-brand hues | Digital and print campaigns |
| Typography System | Use approved sans serif for headlines and body fonts for long text | Introduce decorative or web only fonts without approval | Interfaces, advertisements, and editorial layouts |
Logo Design Principles And Usage
AT logo design principles prioritize clarity, scalability, and brand recall. The primary logo should remain the focal point across all layouts and must not be crowded by other design elements.
Minimum Size And Clear Space
Define a minimum size and clear space to keep the logo legible at small scales. Avoid placing the logo over busy textures or patterns that reduce contrast.
Logo Variants And Layouts
Use approved logo variants for different placements, such as horizontal and stacked options. Maintain consistent margins and alignment to ensure a unified appearance across channels.
Color System And Application Rules
The color system centers on AT brand red, supported by a balanced palette for backgrounds, text, and accents. These choices drive recognition and ensure visual hierarchy in every design.
Primary And Secondary Colors
Primary red should dominate key calls to action while secondary colors support information categorization. Apply color ratios consistently across digital templates and print materials.
Contrast Accessibility And Usage Limits
Verify contrast ratios for text over colored backgrounds to meet accessibility standards. Limit the use of tints and gradients to preserve a strong, cohesive identity.
Typography Guidelines And Font Management
Typography guidelines in AT brand guidelines logos colors fonts establish a clear visual order across interfaces and editorial layouts. Sans serif typefaces typically handle headlines, while legible body fonts serve long form content.
Font Pairing And Hierarchy
Use a limited set of typefaces to maintain clarity. Pair a strong headline font with a neutral reading font for body copy, and define specific sizes and weights for each level.
Web Fonts And Licensing
Choose web safe or licensed web fonts to prevent rendering issues across browsers. Manage font weights and italics to avoid unnecessary licensing or performance impact.
Brand Application Across Channels
Apply AT brand guidelines logos colors fonts consistently across web, mobile, social, and print. Channel specific adaptations should respect core rules while tailoring layouts for platform behaviors.
Digital Interfaces And Advertising
In digital interfaces, prioritize legibility and touch targets. For advertising, align layouts with platform specifications while preserving visual hierarchy and brand cues.
Print And Environmental Graphics
Use CMYK color profiles and high resolution assets for print. For environmental graphics, consider scale, viewing distance, and material finishes to keep the brand sharp in physical spaces.
Implementation And Best Practices
- Establish a single source of truth for all brand files and usage rules
- Review every touchpoint for adherence to logo, color, and typography standards
- Train partners and vendors on approved workflows and asset access
- Schedule periodic audits to identify and correct off brand usage
- Update guidelines promptly when digital channels or products evolve
FAQ
Reader questions
How should I combine the logo and brand colors in a social media header?
Place the primary logo on the left with the approved red as the dominant accent, ensuring sufficient contrast against the background image and keeping clear space around the logo.
What are the exact clear space requirements for the AT logo on mobile apps?
Maintain a clear space equal to the height of the AT logo on all sides, which prevents interference from UI elements and preserves brand recognition at smaller sizes.
Which typeface pair is approved for long form articles and landing page headlines?
Use a neutral sans serif for body text and a sturdy headline font from the approved type system, ensuring consistent letter spacing and line heights across devices.
Can I create a custom version of the logo for a promotional campaign?
Do not modify the logo shape or proportions; any campaign specific logo treatment must be pre approved and documented in official brand asset libraries.