AEF Brand
Guidelines
Website
Updated 2.26.2024
Logo
American Endowment Foundation (AEF) has core elements that make us recognizable as a brand, both visually and in voice. This guide shows those elements and how to use them. The goal is to be cohesive and consistent when we communicate with our clients.
Primay Logo
American Endowment Foundation’s primary logo should be used in most applications of the brand identity, except for the cases outlined below or when a designer sees fit to use another version of the logo. Whenever possible the primary logo should be applied in full color to maintain brand integrity, but single-color versions can be used when appropriate. The minimum size for our logo is 1.5” or 108 pixels.
Secondary Logo
American Endowment Foundation’s secondary stacked logo should only be used in applications where 1) the minimum space for placement is less than 1.5 inches or 108 pixels or 2) embroidery, digital applications, and promotional items where the “Endowment Foundation” logotype will be difficult to read. The secondary logo cannot be swapped simply for aesthetic or design preference.
Logo Only
Our removable logo element, the stylized “A” should only be used in marketing in conjunction with the full logo, and not alone. The AEF Logo graphic element can be used in layout in either full color or reversed out. The “A” logo graphic can also be removed from the circle to add versatility and brand reinforcement to layouts.
Type
AEF utilizes Articulat CF as the primary brand typeface. See below for further type information and a download link for Articulat CF.
PRIMARY BRAND TYPEFACE—USE WHENEVER POSSIBLE
Articulat CF
Start building your philanthropic legacy. Give today. Plan for your future.
SECONDARY BRAND TYPEFACE—USE WHEN ARTICULAT IS NOT AVAILABLE
Roboto
Start building your philanthropic legacy. Give today. Plan for your future.
SYSTEM BACKUP TYPEFACE—ONLY USE WHEN OTHER FONTS CANNOT BE USED
Tahoma
Start building your philanthropic legacy. Give today. Plan for your future.
Articulat CF is available from Adobe Fonts and requires a paid subscription to Adobe Creative Cloud. Roboto from Google Fonts is available for free from Google and can be both downloaded and used in desktop applications as well as served to websites and other digital applications. Some programs like Microsoft products or email clients may have issues using either Articulat or Roboto. If this is the case, use Tahoma which is a system font available for both Mac and PC.
Further notes about fonts can be included here.
Installing a font:
Color
Our brand color palette is the perfect combination of stability and modernity, adding a freshness to visuals while still maintaining legibility and ease of use.
SLATE BLUE
HEX #515B69
RGB 81/91/105
CMYK 68/54/41/26
PMS 7699 C
GOLD
HEX #D4BC8C
RGB 212/188/140
CMYK 9/17/45/9
PMS 8365 METALLIC
SPRING GREEN
HEX #76C4B2
RGB 118/196/178
CMYK 53/2/36/0
PMS 570 C
SAGE
HEX #699E8C
RGB 105/158/140
CMYK 58/17/46/8
PMS 556 C
STEEL GRAY
HEX #56565A
RGB 86/86/90
CMYK 8/4/0/65
PMS COOL GRAY 11 C
PLATINUM
HEX #C8C3C1
RGB 200/195/193
CMYK 14/14/14/9
PMS COOL GRAY 3 C
HEX and RGB color values should be used for digital or on-screen applications such as PowerPoint Presentations, website use, or social media. For print, CMYK values should be used. When possible, PMS spot colors are ideal for print applications where very accurate color is required or desired.
It is very important to use the correct logo and color specifications for Slate Blue. The CMYK will appear too dark and purple on a digital display or device and the RGB will appear pastel in print. Be sure to use the correct file when placing a logo from the brand kit. You cannot simply convert the RGB values to CYMK or the CMYK to RGB.
Email
Signature
AEF employees should use the email signature generator to input their information and export their signatures for use in email clients. The Chrome browser tends to work best when exporting.
Images
AEF images set a mood, define the brand through aesthetic, and differentiate us from competitors.
Finding photography with brand color tones is an easy way to keep brand consistency across marketing channels and reinforce brand recognition. Scroll through the images above for a selection of pre-approved example image assets.
Terms of Use
By accessing this website, you agree that you have been granted permission to do so by the American Endowment Foundation. Unauthorized use is strictly prohibited, and all content and assets included on this site are the exclusive property of the American Endowment Foundation. Any marketing or communication materials created through the use of this website must be approved prior to production or distribution.
Please direct questions about this site or use of brand assets to either of the following:
1-888-440-4233
brand@aefonline.org
