Aon Corp Identity Standards-RevDec2004

Global Corporate Identity Standards
December 2004
Table of contents
Aon logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Corporate fonts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Descriptors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Color palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Brand bar - details . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Brand bar - contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Brand bar - specications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Brand bar - color options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Co-brands and partner brands. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Client and prospect logos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Images . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Front covers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Interior pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Back covers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Brand checklist . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Contact resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Aon logo
The Aon logo is the cornerstone of our brand identity and, as the primary visual representation of who we are, its usage should follow the standards listed below.
Clear space:
The Aon logo must have sufcient clear space around it on all sides to ensure maximum visibility and legibility of our brand identication. Clear space a zone devoid of type, images or texture constitutes the minimum unobstructed area around the Aon logo that ensures it is sufciently prominent. The minimum clear space surrounding the logo is equal to one-half the height of the A in the Aon logo on each of the four sides.
Logo with minimum clear space
Color options:
The Aon logo may appear only in the following colors and on the following color elds:
White logo on Aon burgundy eld
Aon burgundy logo on white eld
White logo on black eld
Black logo on white eld
The Aon logo may appear on cream elds for Aon branded advertisements that are four-color. There are no other instances in which it is approved for the logo to appear on a cream eld.
Logo usage:
The logo must not be distorted, stretched or resized in a manner that changes its proportions, and it must not have a low resolution or appear blurry. The logo must not be placed over a photo or textured background, or used as wallpaper or as a repeating pattern.
Text usage:
The Aon logo (as opposed to the word Aon) should never be included within text. The word Aon should never appear in ALL CAPS or in SMALL CAPS when written in text.
THE AON LOGO

Logo used within a sentence Aon name in ALL CAPS
The AON logo

Aon name in SMALL C APS
For a complete list of color options and le formats available for download, visit the Knowledge Exchange at http://ke.aon.com/glb_cm/en/marketing_communications/mkt_presentations/aon_logos.jsp.
Global Corporate Identity Standards - December 2004
Corporate fonts
Aons corporate fonts strategically link legacy materials to our new brand standards. They leverage the history and strength of the Aon brand while providing the necessary creative design exibility. Fonts may be purchased through your local IT procurement resource or directly through www.adobe.com (use font name hyperlinks below).
Options:
There are two serif fonts: Garamond 3 and Times New Roman. Garamond 3 must not be replaced by similarly named fonts such as Adobe Garamond, ITC Garamond or Stemple Garamond.
There are three sans serif fonts: Arial, Helvetica and ITC Stone Sans.
Usage:
Text elements, with the exception of descriptors, may be formatted using any corporate font at any size and in any combination. Descriptors must use either ITC Stone Sans medium or Arial regular.
Serif:
The following typeface samples are displayed at 12 point type on 14 point leading (12/14 pt):
Garamond 3 *
Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Times New Roman

Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
* Garamond 3 must not be replaced by similarly named fonts such as Adobe Garamond, ITC Garamond or Stemple Garamond.
continued
Corporate fonts - continued

Sans serif:
The following typeface samples are displayed at 12 point type on 14 point leading (12/14 pt):
Arial
Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ITC Stone Sans

Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Semibold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Helvetica
Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Descriptors
Descriptors denote the value, skill, expertise or knowledge brought by Aon to help clients solve problems. Using descriptors instead of sub-company or practice names enables the communication to focus on Aon rather than diluting the core brand. The use of business descriptors is optional, as the Aon logo alone can sufce. A descriptor should be descriptive of a capability rather than nominative; thus, it should not include words such as group, practice or company. Descriptors should not mention Aon by name, nor is any other Aon company trade name or legal name used in the descriptor. -
Descriptor should not include Aon or group
Exception: Business descriptors may mention Aon or another Aon entity by name whenever legally required to do so by local or country regulations (e.g., Aon Gil y Carvajal or Aon Grieg).
Format:
Descriptors may be a maximum of 33 characters per line, including spaces, up to two lines in total. Additional characters may be used for languages in which word length is typically longer than words in English. Descriptors must be formatted using either ITC Stone Sans medium or Arial regular. Text is set at 13 point type on 15 point leading (13/15 pt) for all collateral that requires a xed 10 percent brand bar, or sized proportionately for all other collateral that uses the 4 percent to 35 percent brand bar. Descriptors are right-aligned with a separator rule at a distance of 25 percent of the height of the Aon logo, including clear space. Descriptors must be bottom-aligned with the Aon logo.
13/15 pt ITC Stone Sans medium or Arial regular, 33 characters per line maximum, including spaces
Rule height = 65 percent of the height of the Aon logo, including clear space
Descriptors are bottom-aligned with the logo
Distance = 25 percent of the height of the Aon logo, including logo clear space
Descriptors must not be used to contain an address, business unit, document title, individual name, product name or tag line.
Address
Business unit/Practice group
Document title
Individual name/Group name
Product name
Tag line
Color palette
Aons color palette helps build and reinforce brand recognition by creating a strong, recognizable look for our company. It includes three key colors and a broad set of additional accent colors.
Usage:
The color palette should be applied throughout all collateral materials, with the exception of client, prospect and co-branded logos.
Key colors:
Aon burgundy PMS 202 C CMYK: C:0 M:100 Y:61 K:43 RGB: R:137 G:0 B:35 CMYK: C:0 M:0 Y:0 K:100 RGB: R:0 G:0 B:0 CMYK: C:0 M:0 Y:0 K:0 RGB: R:255 G:255 B:255
Black
White
Additional accent colors:

Aon light cream Custom color CMYK: C:0 M:2 Y:10 K:3 RGB: R:246 G:234 B:213 Aon dark cream Custom color CMYK: C:0 M:4 Y:20 K:6 RGB: R:240 G:221 B:185 Aon yellow PMS 121 C CMYK: C:0 M:11 Y:69 K:0 RGB: R:255 G:215 B:88
Aon gold PMS 131 C
CMYK: C:0 M:32 Y:100 K:9 RGB: R:231 G:148 B:17
Aon orange PMS 152 C
CMYK: C:0 M:51 Y:100 K:1 RGB: R:246 G:122 B:24
Aon sienna PMS 1615 C
CMYK: C:0 M:56 Y:100 K:43 RGB: R:142 G:67 B:9
Aon deep blue PMS 2965 C
CMYK: C:100 M:38 Y:0 K:64 RGB: R:0 G:44 B:80
Aon gray PMS 411 C
CMYK: C:0 M:27 Y:36 K:72 RGB: R:87 G:62 B:49
Aon medium gray PMS 430 C
CMYK: C:5 M:0 Y:0 K:45 RGB: R:131 G:138 B:143
Aon plum PMS 504 C
CMYK: C:65 M:100 Y:100 K:35 RGB: R:72 G:19 B:23
Aon indigo PMS 5275 C
CMYK: C:60 M:47 Y:0 K:30 RGB: R:65 G:79 B:128
Aon green PMS 5767 C
CMYK: C:15 M:0 Y:68 K:39 RGB: R:133 G:139 B:63
Aon blue PMS 645 C
CMYK: C:55 M:24 Y:0 K:9 RGB: R:80 G:135 B:188
Note: Colors as they appear on this page are approximate renderings. For accurate color, refer to the PANTONE Formula Guide - Solid Coated. The four-color process (CMYK) simulations and subsequent RGB conversions of these solid colors represent the most current information supplied by PANTONE. PANTONE color chips should accompany all reproduction art or specication drawings to enable print vendors and fabricators to match colors precisely.
Tints:
All colors may be tinted from 1 percent to 100 percent, with the exception of Aon burgundy (Pantone 202 C or PMS 202 C). Aon burgundy must not be tinted and must always be at 100 percent opacity.
Tints and/or gradients of accent colors are acceptable
Tints and/or gradients of Aon burgundy are not acceptable Global Corporate Identity Standards - December 2004
Brand bar - details

The brand bar highlights the Aon logo and descriptor, our key brand elements, in a xed position of prominence. Doing so opens the majority of the page for customizable design while providing an anchor for brand recognition.
Placement:
Front cover brand bar: is located at the top for all collateral pieces. Back cover brand bar: is located at the bottom for all brochures, direct mailers, folders and pamphlets.
Size:
may bleed off the edge or oat within margins, depending on the output need (see examples below); width equals the width of the page, excluding margins for desktop printing or including bleed for professional outsourced printing; height equals a xed 10 percent of the height of the page for all standard A4 and U.S. letter-size direct sales collateral, including binder covers, brochures, folders, pamphlets, PowerPoint presentations, proposals, reports, RFPs, sell sheets and white papers; and height may range from 4 percent to 35 percent of the height of the page for all remaining types of collateral, including banners, booth signage, direct mailers, e-marketing mastheads, newsletters, postcards, posters, publications and binder spines. 10 percent xed height with bleed 4 percent to 35 percent range
Booth Signage
A4 Size
U.S. Letter Size
Publications
Poster
Postcard Spine
6
with margins
Banner
Color:
Front cover brand bar: should be Aon burgundy for one-, two-, three- and four-color publications; or should be 100 percent black for black and white or grayscale publications. Back cover brand bar: should be Aon burgundy or white; or should be white for black and white or grayscale publications.
Brand bar - contents

Aon logo:
height, including clear space, should equal 70 percent of the height of the brand bar; PowerPoint exception: The height, including clear space, should equal 100 percent of the height of the brand bar for both title and interior slides on landscape screen presentations;
is located 36 points from the right edge of the brand bar for all collateral that require a xed 10 percent brand bar; and should have a proportionate margin from the right edge of the brand bar for all collateral with a brand bar that ranges from 4 percent to 35 percent. Front cover logo: should be white when contained in either Aon burgundy or black brand bars. Back cover logo: should be white when contained in Aon burgundy bars; should be Aon burgundy when contained in white brand bars (back cover option only); or should be black when contained in black and white or grayscale publications.
Separator rule:
is used only to separate the Aon logo from the optional descriptor and should be removed when no descriptor is present; height equals 65 percent of the height of the Aon logo, including clear space, and is left-aligned with the logos clear space; has a 0.75 point stroke for all collateral that requires a xed 10 percent brand bar; and has a proportionate stroke for all collateral with a brand bar that ranges from 4 percent to 35 percent. Front cover separator rule: should be white when contained in either Aon burgundy or black brand bars. Back cover separator rule: should be white when contained in Aon burgundy brand bars; should be Aon burgundy when contained in white brand bars (back cover option only); or should be black when contained in black and white or grayscale publications.
Descriptors:
are the only allowed text; may be a maximum of 33 characters, including spaces, per line, up to two lines in total; must use ITC Stone Sans medium or Arial regular; are right-aligned with the separator rule at a distance of 25 percent of the height of the Aon logo, including clear space; are bottom-aligned with the Aon logo; and have 13 point type on 15 point leading (13/15 pt) for all collateral that require a xed 10 percent brand bar, or sized proportionately for all other collateral that use the 4 percent to 35 percent brand bar. Front cover descriptors: should be white when contained in either Aon burgundy or black brand bars. Back cover descriptors: should be white when contained in Aon burgundy bars; should be Aon burgundy when contained in white brand bars (back cover option only); or should be black when contained in black and white or grayscale publications.
Brand bar - specications

Size:
Bar height = 10 percent of the page height (direct sales collateral)
Brand bar width = full page width for bleed applications, or minus any necessary margins
Logo specications:
Logo height = 70 percent of the height of the brand bar, including logo clear space
36 pts
PowerPoint exception:
Logo height = 100 percent of the height of the brand bar, including logo clear space 36 pts
Separator rule:
Rule height = 65 percent of the height of the Aon logo, including logo clear space
0.75 pt
Descriptors:
No descriptor (does not require a separator rule)
One-line descriptor, bottom-aligned with the logo
Distance = 25 percent of the height of the Aon logo, including logo clear space
Two-line descriptor, bottom-aligned with the logo
Distance = 25 percent of the height of the Aon logo, including logo clear space 8
Brand bar - color options

Front cover:
White on Aon burgundy brand bar
or
White on 100 percent black brand bar (for black and white or grayscale publications only)
Back cover:
White on Aon burgundy brand bar The white logo on Aon burgundy brand bar option requires a thin horizontal white rule (0.75 pt) that separates the brand bar from the rest of the page.
or
Aon burgundy on white brand bar The Aon burgundy logo on white brand bar option requires a thin horizontal Aon burgundy rule (0.75 pt) that separates the brand bar from the rest of the page. or
100 percent black on white brand bar (for black and white or grayscale publications only) The black logo on white brand bar option requires a thin horizontal black rule (0.75 pt) that separates the brand bar from the rest of the page.
Co-brands and partner brands

Co-brands and partner brands used in collateral materials may follow the standards listed below. If these standards do not accommodate the marketing needs of the co-brand/partner brand, please contact your Global Marketing and Communications Committee member for assistance.
Front covers:
Aon-owned companies/partners/products logos and/or textual references for internal alliances: must not appear in the brand bar; and may appear anywhere below the brand bar on the front cover or above it on the back cover within the exible area.
Aon-owned company
Non-Aonowned companies/partners/products logos and/or textual references for external alliances may appear in the brand bar with the following restrictions: The logo or textual reference is placed in the left side of the brand bar within a white rectangle. The white rectangle within the brand bar should have an Aon burgundy (PMS 202 C) frame of at least 4 points on the top, left and bottom sides to establish the co-brand is associated with Aon. The co-branded logo should be horizontally and vertically centered within the white rectangle. The co-branded logo should be equal in size to or smaller than the Aon logo.
Non-Aonowned company
Interior pages:
All co-branded logos may appear on internal pages but should not have greater prominence in size or frequency than the Aon logo. If a document or presentation is co-branded with another companys logo, the Aon logo should appear on the right-hand side as the nal element, such that the Aon logo closes the page.
Back covers:
Co-branded logos should be equal in size to or smaller than the Aon logo.
10
Client and prospect logos

Always get the client and/or prospects permission before using their logos in any collateral materials. Client and prospect logos used in collateral materials should follow the standards listed below:
Front covers:
Client and prospect logos and/or textual references: must not appear in the brand bar.
may appear anywhere below the brand bar within the exible area.
Document Title
Date: Month, Year
Author name, title, & relevant information
Document Title
Date: Month, Year
Author name, title, & relevant information
Interior pages:
Client and prospect logos may appear anywhere on interior pages, with one exception: They may not appear in the top margin of PowerPoint presentations, which incorporate a brand bar.
Recommendation: Right-align client and prospect logos at the bottom of PowerPoint slides to maintain strong, consistent client logo presence and to allow for the maximum amount of space for text. Recommendation: Place client and prospect logos in either the top or left-hand margin of proposal/report interior pages to exhibit client logo presence and to allow for adequate amount of space for text.
PowerPoint
Back covers:
Client or prospect logos must not be used.
Proposal/Report
11
Images
Images used in collateral materials should follow the standards listed below. Please contact your local Global Marketing and Communications Committee member to ensure the proper image resource is used.
Print:
Professional-quality, royalty-free stock or original/commissioned (rights-managed) photographic images should be used. Images should have a minimum resolution of 300 dpi. The image color space should be CMYK (four-color process) or continuous tone black and white. Avoid using clip art whenever possible.
Clip art
Presentations:
Professional-quality, royalty-free stock or original/commissioned (rights-managed) photographic images should be used. Images should have a minimum resolution of 72 dpi. Although images used in PowerPoint presentations need not be high resolution, they should still be of high quality and of appropriate subject matter.
The image color space should be RGB or continuous tone black and white for PowerPoint and all other MS Ofce documents.
Do not use:
Unlicensed images Client or prospect logos/images taken from the Internet Low-quality or low-resolution image comps WordArt
Unlicensed image
Low-resolution image
WordArt
12
Front covers
Front covers of collateral materials should follow the standards listed below:
Brand bar:
The Aon logo must appear within a brand bar placed at the top of the front cover (see Brand bar - details).
Fonts:
Only corporate fonts (Garamond 3, Times New Roman, Arial, Helvetica and ITC Stone Sans) may be used to format text elements (see Corporate fonts). Corporate fonts may be applied to any text element in any combination, with the exception of business descriptors, which must be formatted with either ITC Stone Sans medium or Arial regular (see Descriptors).
Copy:
For assistance in writing copy, see Aons Copy Guidelines & Stylebook.
Color palette:
Only Aon colors may be used on the front covers of all collateral (see Color palette). Colors found in client, prospect or co-branded logos must not be used, with the exception of the client, prospect or co-branded logo itself. Aons colors may be tinted as necessary, with the exception of Aon burgundy, which must always appear at 100 percent (see Color palette, Tints).
Images:
Images may appear anywhere below the brand bar within the exible area. Images should be of high quality and appropriate subject matter (see Images).
Co-brands and partner brands:

Logos and/or textual references for internal alliances, products or partners owned by Aon must not appear in the brand bar but may appear anywhere below the brand bar within the exible area (see Co-brands and partner brands). Co-branded logos and/or textual references for external alliances, products or partners not owned by Aon may appear in the brand bar, with certain restrictions (see Co-brands and partner brands).
Client and prospect logos:

Client and prospect logos and/or textual references must not appear in the brand bar but may appear anywhere below the brand bar within the exible area (see Client and prospect logos).
13
Interior pages
Interior pages of collateral materials should follow the standards listed below:
Aon logo:
must appear at least once in the interior of brochures (see Aon logo); must appear on the right-hand side of all interior right-facing pages of all direct sales collateral, including proposals, reports, sell sheets and white papers, and, including clear space, at 4 percent of the height of the page; and must appear within a brand bar at the top of all interior PowerPoint slides and, including clear space, at 100 percent of the height of the brand bar.
4 percent of the height of the page
Fonts:
Copy:
For assistance in writing copy, see Aons Copy Guidelines & Stylebook.
Color palette:
Only Aon colors may be used (see Color palette). Colors found in client, prospect or co-branded logos must not be used, with the exception of the client, prospect or co-branded logo itself. Aons colors may be tinted as necessary, with the exception of Aon burgundy, which must always appear at 100 percent (see Color palette, Tints).
Images:
Images may appear anywhere, except over or behind the Aon logo. Images should be of high quality and appropriate subject matter (see Images).

Logos and/or textual references for internal alliances, products or partners owned by Aon may appear (see Co-brands and partner brands). Co-branded logos and/or textual references for external alliances, products or partners not owned by Aon may appear (see Co-brands and partner brands).

Client and prospect logos and/or textual references may be used (see Client and prospect logos).
14
Back covers
Back covers of collateral materials should follow the standards listed below:
Brand bar:
The Aon logo must appear within a brand bar placed at the bottom of the back cover (see Brand bar - details).
Fonts:
Copy:
No copy, other than Aon business addresses, an appropriate Aon web site or phone number, legal disclaimers, publication or copyright information, or appropriate co-brands and partner brands (see below) may appear on the back cover. At least one Aon business address must appear anywhere above the brand bar within the exible area. At least one appropriate Aon web site must appear anywhere above the brand bar within the exible area (see Domain Name System Standards on the Knowledge Exchange at: http://ke.aon.com/communities/ it_communities/home/global/processes/dns/default.jsp for assistance). The default web address is www.aon.com or a country-specic web site, such as www.aon.co.uk.
Color palette:
Only Aon colors may be used on the back covers of all collateral (see Color palette). Colors found in client, prospect or co-branded logos must not be used, with the exception of the client, prospect or co-branded logo itself. Aons colors may be tinted as necessary, with the exception of Aon burgundy, which must always appear at 100 percent (see Color palette, Tints).
Images:
Images may appear anywhere above the brand bar within the exible area. Images should be of high quality and appropriate subject matter (see Images).

Logos and/or textual references for internal alliances, products or partners owned by Aon must not appear in the brand bar but may appear anywhere above the brand bar within the exible area (see Co-brands and partner brands). Co-branded logos and/or textual references for external alliances, products or partners not owned by Aon may appear in the brand bar, with certain restrictions (see Co-brands and partner brands).

Client and prospect logos and/or textual references must not be used (see Client and prospect logos).
15
Brand checklist
Use the following checklist to ensure that your documents fall within Aons brand standards: Aon logo:
q must have sufficient clear space: minimum clear space surrounding the logo is equal to one-half the height of the A in the
Aon logo on each of the four sides;

q must appear only as: white logo on Aon burgundy field, Aon burgundy logo on white field, white logo on black field or
black logo on white field;

q must not be distorted, stretched or resized in a manner that changes its proportions and must not be low resolution or
blurry; and
q must not be placed over a photo or textured background, used as wallpaper or as a repeating pattern, or used in text.
Corporate fonts:
q consist of Garamond 3, Times New Roman, Arial, Helvetica and ITC Stone Sans; and q may be used in any combination to format any text element, with the exception of descriptors, where ITC Stone Sans
medium or Arial regular must be used.
Descriptors: 1
q are optional, as Aon alone can suffice; q are descriptive of a capability rather than nominative; thus, they should not include words such as group, practice or company.
Descriptors should not mention Aon by name, nor is any other Aon company trade name or legal name used in the descriptor;
q may be a maximum of 33 characters per line, including spaces, up to two lines in total; q must be formatted using ITC Stone Sans medium or Arial regular; q are right-aligned with the separator rule at a distance of 25 percent of the height of the Aon logo, including clear space; q must be bottom-aligned with the Aon logo; and q must not be used to contain an address, business unit, document title, individual name, product name or tag line.
Color palette:
q should be applied throughout all collateral materials, with the exception of client, prospect and co-branded logos; and q may be tinted from 1 percent to 100 percent, with the exception of Aon burgundy (PMS 202 C). Aon burgundy must not
be tinted and must always be at 100 percent opacity.
Brand bar:
q is located at the top of all front covers for all collateral pieces, and at the bottom of all back covers for all brochures, direct
mailers, folders and pamphlets;

q may bleed off the edge or float within margins, depending on the output need; q width equals the width of the page, excluding margins for desktop printing or including bleed for professional offset printing; q height equals a fixed 10 percent of the height of the page for all standard A4 and U.S. letter-size direct sales collateral, including
binder covers, brochures, folders, pamphlets, PowerPoint presentations, proposals, reports, RFPs, sell sheets and white papers;
q height may range from 4 percent to 35 percent of the height of the page for all remaining types of collateral, including
banners, booth signage, direct mailers, e-marketing mastheads, newsletters, postcards, posters, publications and binder spines;
q is Aon burgundy (PMS 202 C) for one-, two-, three- and four-color publications; q is 100 percent black for the front cover of black and white or grayscale publications; q may be white for back covers; q contains a right-aligned Aon logo, including clear space, that equals 70 percent of the height of the brand bar; q may contain optional business descriptors that are formatted using either ITC Stone Sans medium or Arial regular and
separated from the Aon logo using a 0.75 pt separator rule at 65 percent of the height of the logo, including clear space;
q must not contain any text other than descriptors; q must not contain Aon-owned companies/partners/products logos and/or textual references for internal alliances; q may contain non-Aonowned companies/partners/products logos and/or textual references for external alliances; and q must not contain client or prospect logos.
1
Your business unit marketing/communications head will have final determination of your business descriptor. Please check with the appropriate person in your unit to understand any additional guidelines for your group.
continued
16
Brand checklist - continued

Textual use of the word Aon:
q must be used rather than the Aon logo itself when the name is used within text; and q should not be formatted using ALL CAPS or SMALL CAPS.
Copy:
q should follow Aons Copy Guidelines & Stylebook.

for internal alliances;
q must not appear in the brand bar if they are Aon-owned companies/partners/products logos and/or textual references q may appear within the flexible area below or above the brand bar if they are Aon-owned companies/partners/products
logos and/or textual references for internal alliances;

q may appear in the brand bar if they are non-Aonowned companies/partners/products logos and/or textual references
for external alliances;

q are placed in the left side of the brand bar within a white rectangle outlined with an Aon burgundy frame
(PMS 202 C) of at least 4 points on the top, left and bottom sides;
q should be horizontally and vertically centered within the white rectangle; and q should not have greater prominence in size or appear more frequently than the Aon logo.

q must be used only with permission from the client and/or prospect; q must not appear in the brand bar on front covers; q may appear anywhere within the flexible area outside the brand bar; q may appear anywhere on interior pages, with one exception: They may not appear in the top margin of PowerPoint
presentations, which incorporate a brand bar; and

q must not appear on back covers.
Images:
q must be professional-quality, royalty-free stock or original/commissioned (rights-managed) work of appropriate subject matter; q must have a minimum resolution of 300 dpi for printed collateral, or 72 dpi for on-screen presentations; q must use the four-color process (CMYK) color space for printed collateral, or the RGB color space for on-screen
presentations; and
q must not be unlicensed, taken from the Internet, low-quality or low-resolution image comps, or WordArt.
Front covers:
q must contain the Aon logo within a brand bar placed at the top (see Brand bar - details); q must use only corporate fonts (Garamond 3, Times New Roman, Arial, Helvetica and ITC Stone Sans) to format text
elements (see Corporate fonts);

q may contain descriptors located within the brand bar formatted with either ITC Stone Sans medium or Arial regular
(see Descriptors);
q must use only colors found in the Aon color palette (see Color palette); q must not use colors found in client, prospect or co-branded logos, with the exception of the client, prospect or
co-branded logo itself;

q may include high-quality and appropriate subject matter images anywhere below the brand bar (see Images); q may include, anywhere below the brand bar, logos and/or textual references for internal alliances, products or partners
owned by Aon (see Co-brands and partner brands);

q may include, within the brand bar, co-branded logos and/or textual references for external alliances, products or partners
not owned by Aon (see Co-brands and partner brands); and

q may include, anywhere below the brand bar, client and prospect logos and/or textual references (see Client and prospect logos).
continued
17
Brand checklist - continued

Interior pages:
q must have at least one instance of the Aon logo, including clear space, anywhere in the interior of brochures (see Aon logo); q must have the Aon logo appear on the right-hand side of all interior right-facing pages of all direct sales collateral, including
proposals, reports, sell sheets and white papers, and, including clear space, at 4 percent of the height of the page;
q must have the Aon logo appear within a brand bar at the top of all interior PowerPoint slides and, including clear space, at
100 percent of the height of the brand bar;

q must use only corporate fonts (Garamond 3, Times New Roman, Arial, Helvetica and ITC Stone Sans) to format text

q may contain descriptors located within the brand bar, formatted with either ITC Stone Sans medium or Arial regular
(see Descriptors);

q may include high-quality and appropriate subject matter images located anywhere on the page, except over or behind the
Aon logo (see Images);

q may include logos and/or textual references for internal alliances, products or partners owned by Aon (see Co-brands and
partner brands);
q may include co-branded logos and/or textual references for external alliances, products or partners not owned by Aon (see
Co-brands and partner brands); and

q may include client and prospect logos and/or textual references (see Client and prospect logos).
Back covers:
q must contain the Aon logo within a brand bar placed at the bottom (see Brand bar - details); q must use only corporate fonts (Garamond 3, Times New Roman, Arial, Helvetica and ITC Stone Sans) to format text

q may contain descriptors located within the brand bar, formatted with either ITC Stone Sans medium or Arial regular
(see Descriptors);
q must not contain copy other than Aon business addresses, an appropriate Aon web site or phone number, legal disclaimers,
publication or copyright information, or appropriate co-brands and partner brands;

q must contain at least one Aon business address located anywhere above the brand bar; q must contain at least one appropriate Aon web site (e.g., www.aon.com or www.aon.co.uk) above the brand bar (see
Domain Name System Standards on the Knowledge Exchange at: http://ke.aon.com/communities/it_communities/home/ global/processes/dns/default.jsp for assistance);

q may include high-quality and appropriate subject matter images anywhere above the brand bar (see Images); q may include, anywhere above the brand, bar logos and/or textual references for internal alliances, products or partners
owned by Aon (see Co-brands and partner brands);

q may include, within the brand bar, co-branded logos and/or textual references for external alliances, products or partners
not owned by Aon (see Co-brands and partner brands); and

q must not include client and prospect logos and/or textual references (see Client and prospect logos).
18
Contact resources
Global Marketing and Communications Committee (GMCC) contacts
Sarah Adams
Aon Group, Inc. Project Manager, Global Practice Groups 8, Devonshire Square London EC2M 4YP United Kingdom e-mail: sarah.adams@ars.aon.co.uk phone: +44.(0)20.7882.0267
Brenda Bates
Aon Limited Director, Corporate Affairs 9A, Devonshire Square, 1st floor London EC2M 4YN United Kingdom e-mail: brenda.bates@aon.co.uk phone: +44.(0)20.7216.3836
David Cliche
Aon Reed Stenhouse (Risk Services) Canada National Manager, Marketing & Communications 20 Bay Street, 24th floor Toronto, Ontario M5J 2N9 Canada e-mail: david.cliche@aon.ca phone: +1.416.868.5762
Cathy Gavin
Aon Risk Services Americas Director, U.S. Shared Services 200 E. Randolph St., 19th floor Chicago, Ill. 60601 United States e-mail: cathy_gavin@ars.aon.com phone: +1.312.381.2493
Nienke Groen
Aon Risk Services International Communications Manager Admiraliteitskade 62, 3063 ED Rotterdam Netherlands e-mail: nienke_groen@aon.nl phone: +31.10.448.70.26
Betty Z. Henry
Aon Corporate Communications Director, Internal Communications 200 E. Randolph St., 19th floor Chicago, Ill. 60601 United States e-mail: betty_henry@aon.com phone: +1.312.381.2673
Marilynne Madigan
Aon Consulting/Groupe-conseil Aon Senior Vice President, National Marketing 145 Wellington St. W., Suite 500 Toronto, Ontario M5J IH8 Canada e-mail: marilynne_madigan@aonconsulting.aon.ca phone: +1.416.542.5578
David Maslen
Aon Consulting Exec. Vice President, Research & Technical Services 222 Merrimac St. Newburyport, Mass. 01950 United States e-mail: david_maslen@aoncons.com phone: +1.978.463.3418
continued
19
Contact resources - continued

Global Marketing and Communications Committee (GMCC) contacts
Kevin Mayes
Aon Corporate Communications Director, Global Knowledge Management Communications 200 E. Randolph St., 19th floor Chicago, Ill. 60601 United States e-mail: kevin_mayes@aon.com phone: +1.312.381.3130
David Mischler
Aon Corporate Communications Director, Marketing Communications 200 E. Randolph St., 19th floor Chicago, Ill. 60601 United States e-mail: david_mischler@aon.com phone: +1.312.381.2680
Alice Phillips Topping

Aon Re Worldwide Corporate Vice President 200 E. Randolph St., 16th floor Chicago, Ill. 60601 United States e-mail: alice_phillips_topping@aon.com phone: +1.312.381.5354
Gary Sullivan
Aon Corporate Communications Senior Vice President, Marketing & Communications 200 E. Randolph St., 3rd floor Chicago, Ill. 60601 United States e-mail: gary_sullivan@aon.com phone: +1.312.381.2467
Dave Van de Walle

Aon Corporate Communications Vice President, Global Public Relations 200 E. Randolph St., 19th floor Chicago, Ill. 60601 United States e-mail: dave_vandewalle@asc.aon.com phone: +1.312.381.5028
20

Aon Corp Identity Standards-RevDec2004

Caricato da

Informazioni sul documento

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

Aon Corp Identity Standards-RevDec2004

Caricato da

Copyright:

Formati disponibili

Global Corporate Identity Standards

White logo on Aon burgundy eld

Aon burgundy logo on white eld

White logo on black eld

Black logo on white eld

THE AON LOGO

The AON logo

Global Corporate Identity Standards - December 2004

Times New Roman

Corporate fonts - continued

ITC Stone Sans

Global Corporate Identity Standards - December 2004

Descriptor should not include Aon or group

Descriptors are bottom-aligned with the logo

Business unit/Practice group

Individual name/Group name

Additional accent colors:

Aon gold PMS 131 C

CMYK: C:0 M:32 Y:100 K:9 RGB: R:231 G:148 B:17

Aon orange PMS 152 C

CMYK: C:0 M:51 Y:100 K:1 RGB: R:246 G:122 B:24

Aon sienna PMS 1615 C

CMYK: C:0 M:56 Y:100 K:43 RGB: R:142 G:67 B:9

Aon deep blue PMS 2965 C

CMYK: C:100 M:38 Y:0 K:64 RGB: R:0 G:44 B:80

Aon gray PMS 411 C

CMYK: C:0 M:27 Y:36 K:72 RGB: R:87 G:62 B:49

Aon medium gray PMS 430 C

CMYK: C:5 M:0 Y:0 K:45 RGB: R:131 G:138 B:143

Aon plum PMS 504 C

CMYK: C:65 M:100 Y:100 K:35 RGB: R:72 G:19 B:23

Aon indigo PMS 5275 C

CMYK: C:60 M:47 Y:0 K:30 RGB: R:65 G:79 B:128

Aon green PMS 5767 C

CMYK: C:15 M:0 Y:68 K:39 RGB: R:133 G:139 B:63

Aon blue PMS 645 C

CMYK: C:55 M:24 Y:0 K:9 RGB: R:80 G:135 B:188

Tints and/or gradients of accent colors are acceptable

Brand bar - details

U.S. Letter Size

Global Corporate Identity Standards - December 2004

Brand bar - contents

Brand bar - specications

One-line descriptor, bottom-aligned with the logo

Two-line descriptor, bottom-aligned with the logo

Global Corporate Identity Standards - December 2004

Brand bar - color options

Global Corporate Identity Standards - December 2004

Co-brands and partner brands

Global Corporate Identity Standards - December 2004

Client and prospect logos

Author name, title, & relevant information

Author name, title, & relevant information

Global Corporate Identity Standards - December 2004

Global Corporate Identity Standards - December 2004

Co-brands and partner brands:

Client and prospect logos:

Global Corporate Identity Standards - December 2004

4 percent of the height of the page

Co-brands and partner brands:

Client and prospect logos:

Global Corporate Identity Standards - December 2004

Co-brands and partner brands:

Client and prospect logos: