Brand guidelines for AAT(SA) training providers

AAT(SA) Brand guidelines

Introduction

Every communication by AAT(SA) is an opportunity to influence how we are perceived by our members and our profile in the accountancy industry.

Our visual identity plays an important part in this. Used correctly and consistently, it will help to build awareness of AAT(SA) and understanding of our personality, values and mission.

About AAT South Africa – AAT(SA)

AAT(SA), is a unique partnership between the South African Institute of Chartered Accountants (SAICA) and the Association of Accounting Technicians (AAT) developed to improve service delivery, develop skills for business and the economy, and provide personal development opportunities for individuals.

AAT(SA) is committed to advance, facilitate and regulate the education, training and development of accounting technicians in South Africa.

About these guidelines

These guidelines contain the information on how, as a training provider, you can use the AAT(SA) brand to your advantage and incorporate it with your branded materials.

If you have any questions about our brand or visual identity please contact the Brand Communications team on designteam@aat.org.uk

As an AAT(SA) training provider, we want to make sure that we can support you fully in your communications to students and members. If you have any questions or need advice on anything AAT branded, please email designteam@aat.org.uk

From time to time these guidelines will be updated. The latest version will always be available from the Brand Communications team. Please make sure your version is up to date.

© Copyright AAT(SA) 2010 all rights reserved.

AAT(SA) Brand guidelines

Our brand

ValuesWhat’s important about us

We can be trusted to be accountable to everyone we work with, transparent in the way we work and to demonstrate integrity in everything we do.

We are open to everyone because we believe that everyone should have the opportunity to learn and progress.

We listen and innovate by taking notice of issues and ideas, wherever they come from, and pushing for positive change in our organisation and the accountancy sector.

We help people and organisations develop and grow so that they can achieve their potential through collaborative hard work and shared success.

We set and raise standards by doing everything professionally and having a strong voice in the accountancy sector.

Persona

The character of our organisation

Partnership and authority

We work with learners, members, training providers, employers and industry bodies to help people and organisations grow. Our authority stems from awarding qualifications. We also represent and regulate our members as a professional body.

Behaviours How we do things

Demonstrating knowledge by showing that we always have a view on current issues and trends in our sector.

Leading by having influence in our sector, introducing new ideas and progressively taking them forward.

Being reliable by consistently doing what we say we will do, on time and in the most appropriate way for our customers.

Offering encouragement by positively helping colleagues, people and organisations to see and achieve their potential. Providing support where needed and recognising success.

Being interested by taking the time to understand who we are working with and what they need from us.

Being honest by being open and clear in everything we do, in both positive and negative situations, and working without prejudice at all times.

Being decisive by making well-informed decisions, and acting on them.

Being visible by being seen, heard, respected and regularly asked to take part in debate and shape opinion.

Voice How we communicate

Positive

Speaking optimistically and with certainty.

Supportive

Speaking in ways that are helpful, sympathetic and accessible.

Enthusiastic

Communicating in ways that demonstrate that we are interested in everyone we come into contact with and focus on partnership with positive expectations.

Clear

What we say is understandable, distinct and well defined.

Confident

Try at all times to communicate in ways that are assured, believable and worthwhile.

Informed

Strive to be knowledgeable, up to date and well versed in everything we talk about.

Logo usage

In order to maintain consistent use of the AAT(SA) logo, please ensure that only the executions shown here are used.

Correct logo usage

• AAT(SA) teal on white (preferred version) • White reversed out of AAT(SA) teal • AAT(SA) teal on light area of photographic image

Keylines are used here to frame the logo examples only – they should not be used to frame the logo in communication pieces.

Mono logo usage

• Black on white • White reversed out of black

AAT(SA) Brand guidelines

AAT(SA) Brand guidelines

Equals device

The equals device can be used as a graphic element.

11 x

3x

2x

3x

The equals sign is relevant to us in three ways.

First it is a mathematical symbol invented in 1557 by Robert Recorde to represent absolute equality and used today by accountants around the world.

Second it symbolises the equality of the partnership that the AAT(SA) strives for in helping and supporting everyone with whom it comes into contact.

Third the equals sign signifies the value and authority that results from the AAT(SA) qualification.

Incorrect logo usage

The logo should never be reproduced out of colours not specified in these guidelines. Nor should it be placed on a background that has not been recommended.

The AAT(SA) logo should never be recreated in another font or another colour. It should never be placed over an image where it is not clearly visible or have its proportions distorted in any way. Only use approved artwork supplied by AAT.

Do not change the colour of the logo Do not alter individual aspects of the logo

Do not place the teal logo over any colour other than white

Placing a logo over an image is allowed provided it is not over the main focus of the image and it is clearly legible Do not alter the typeface of the logo Do not alter the proportions of the logo

The reversed logo should only appear on AAT(SA) teal background or black

SA

AAT(SA) Brand guidelines

AAT(SA) Brand guidelines

Using the AAT(SA) logo

At AAT(SA), we want to make sure that you use all the tools available as a training provider to promote your centre. As an approved training provider you are allowed to use the AAT(SA) logo on your promotional material. Here is some guidance on the best application of the logo and things to avoid when including the logo in your materials.

Looking to develop a career in finance?

Get the knowledge and practical skills you need to succeed

Register now for the AAT Accounting Qualification at The Generic Learning College. They are quality assured and awarded by AAT(SA) – a partnership of two renowned and respected professional accounting organisations – the South African Institute of Chartered Accountants (SAICA) and the Association of Accounting Technicians (AAT).

Call (0)123 4566 7789 for more information.

GLCGeneric Learning College

Get the knowledge and practical skills you need to succeed

Looking to develop a career in finance?

Register now for the AAT Accounting Qualification at The Generic Learning College. Call (0)123 4566 7789 for more information.

GLCGeneric Learning College

Keep your design and text simple and clean

Use bold or colour to highlight the contact information to make your call to action more prominent

Make your headline a strong and short message to increase its impact.

Try to use relevant imagery for your organisation - students, people in a learning environment etc.

AAT(SA) Brand guidelines

Advice on using the AAT(SA) logo

Here are some examples of things to avoid when you are creating promotional materials.

Get the knowledge and practical skills you need to succeed!

Looking to develop a career in finance?

Register now for the AAT Accounting Qualification at The Generic Learning College. They are quality assured and awarded by AAT(SA) – a partnership of two renowned and respected professional accounting organisations – SAICA and the Association of Accounting Technicians (AAT). Go to www.aatsa.org.za or call (0)123 4566 7789 for more information.

GLCGeneric Learning College

Try to avoid using imagery that is not representative of AAT(SA).

Don’t crowd your materials with too much copy - remember short and sharp messages always resonate better.

Make sure that the logo is not distorted in any way - make sure it is not stretched, is in the correct colouts and is legible

Avoid using clip art. It doesn’t add anything to your message and clutters the design of your materials.

Don’t over use different font styles and colours. Try to keep everything consistent to make sure you are being professional.

www.aatsa.org.za

AAT(SA) Brand guidelines

Colour palette

Primary colour

AAT(SA) Teal

CMYK - C:100 M:0 Y:46 K:15 Pantone® - 3282

AAT(SA) teal is the most important colour in the visual identity and features in our logo and brand device. The preferred use is in four-colour.

The AAT(SA) teal works with three supporting colours – black, white and cool grey. These colours are used throughout all of our communications and help to identify the brand.

Tints can be applied for use within literature for tables, quotes and boxed text as shown in the Literature section.

Supporting colours

We use black and cool grey as supporting colours. However, please be careful not to use these colours on large areas, the equals device, or backgrounds.

Secondary colours

Our secondary colour palette represents the different tiers in AAT(SA) membership.

These colours can only be used to represent a speciifc membership level.

Supporting colours Secondary colours

Black

CMYK - C:0 M:0 Y:0 K:100

AAT(SA) Red (trainees)

CMYK - C:0 M:91 Y:76 K:0

AAT(SA) Gold

CMYK - C:20 M:30 Y:70 K:15

AAT(SA) Silver

CMYK - C:0 M:0 Y:0 K:40

AAT(SA) Platinum

CMYK - C:35 M:0 Y:20 K:25

AAT(SA) Diamond

CMYK - C:25 M:0 Y:10 K:0

White

CMYK - C:0 M:0 Y:0 K:0

AAT(SA) Cool Grey

CMYK - C:39 M:31 Y:26 K:0 Pantone® - Cool Grey 8

Contact us

For further information about AAT(SA) design and help with your promotional material, please call us on +2711 621 6888 or email designteam@aat.org.uk

AAT(SA)

7 Zulberg CloseBruma Lake 2198