Rules
Consistency is key to ensuring clients and prospects easily recall and become familiar with our brand. With that in mind we’ve established some rules for using our brand fonts.
Only use Alternate Gothic No1 D in capitals. We like to use full stops in our headings.
Almanach should be used in sentence case.
Do not increase or decrease the tracking of either font. They should both be 0pt.
Ensure legibility at all times. Text should never be less than 7pt for print or digital.
We have a selection of phrases that use the AAB logo in a sentence format. You should always use the PNG assets provided here. Do not create new lines or write it out, as “AAB” will not be formatted correctly.
You can highlight keywords by changing the colour. Always ensure legibility against the background. Refer to the colour rules for colour combos.
Always ensure the full stop is the same colour as the last word in the sentence.
You can highlight keywords by underlining one or two words. Only words on the last line should be underlined. Always ensure the full-stop is underlined if at the end.
Do not underline words at the start or in the middle of the sentence. Only words on the last line should be underlined.
Do not use static headings in block shapes. CTA buttons and accordions use this style and we do not want to confuse users.
Accordions should always follow this style. The text should be left aligned and in the primary font.
When listing our locations, always follow this order and include the + mark between each word.
When showing the locations in a vertical line, they should sit in the top right corner of the page.
We do not have rules about the justification of our text. But always ensure headings, sub-heading and body copy follow the same format.
When using bullet points, ensure multiple lines sit indented, and do not drop underneath the bullet point.
Bullet points should always be blue on dust backgrounds. See the colour rules for more.
