ASSOCIATION FOR ADVANCING AUTOMATION

BRAND GUIDELINES
2020
ISSUED APRIL 2020

ASSOCIATION FOR AUTOMATION IDENTITY GUIDELINES ISSUED APRIL 2020 1

Value Proposition

Our brand represents the global community

of automation innovators.

We provide education and Standard-Setting

Validation while amplifying automation’s role
in transformation.

Our brand identity is the platform we use

to present this story to the world.

ASSOCIATION FOR AUTOMATION IDENTITY GUIDELINES ISSUED APRIL 2020 2

The Global
Advocate for
Automation

ASSOCIATION FOR AUTOMATION IDENTITY GUIDELINES ISSUED APRIL 2020 3

Brand Message

Who is A3?
ONE organization representing all
automation industry participants with

ONE shared purpose—transforming

the way business is done—and

ONE goal: to remain the leading global

advocate for transformation.

We are ONE A3.

ASSOCIATION FOR AUTOMATION IDENTITY GUIDELINES ISSUED APRIL 2020 4

Logo

Our Brand Symbol is our most valued asset –

it is heroized wherever possible, building
recognition at every touchpoint.

Our logo has been updated to be solid, boldly

distinct and modern. The design elements
accurately represent what the brand stands for
and the direction it is going in. Our visual
identity is an articulation of our brand story
and should deliver against two distinct criteria:
Functional and Progressive.

- Functional: Bold. Solid. Timeless.

- Progressive: Modern. Inspired. Distinct.

ASSOCIATION FOR AUTOMATION IDENTITY GUIDELINES ISSUED APRIL 2020 5

Logo
Composition Brand Symbol

Horizontal
Logotype
1

1 Logo
Our logo comprises two elements: the
Brand Symbol and the logotype. It is a
contemporary yet timeless mark that Logo
has strong visual impact to increase
brand visibility and recognition on key
touchpoints and can be easily scaled.

2 Proportion
The proportion of the Brand Symbol to
the logotype is two logotypes stacked
on each other, positioned in the vertical
center. This clearly defined relationship
ensures a balance of prominence of the
Brand Symbol and legibility of the
logotype at all sizes and all formats.
2

ASSOCIATION FOR AUTOMATION IDENTITY GUIDELINES ISSUED APRIL 2020 7

Logo
Usage
Horizontal 1

1 Clear space
A minimum clear space rule has been
devised to ensure no other graphic
elements appear too close to the
A3 logo. This will ensure legibility
and that it is treated consistently and
with integrity.

The clear space rule should be adhered

to wherever possible.

2 Minimum Size
The minimum size rule is shown
opposite. However, there will be some
exceptions where there is restricted
space, for example on digital
applications. 2

1.5 inch

ASSOCIATION FOR AUTOMATION IDENTITY GUIDELINES ISSUED APRIL 2020 8

Logo
Composition
Stacked 1

Brand Symbol

1 Logo
Our logo comprises two elements: the
Brand Symbol and the logotype. It is a
contemporary yet timeless mark that
Logotype
has strong visual impact to increase
brand visibility and recognition on key
touchpoints and can be easily scaled.
Logo
2 Proportion
The proportion of the Brand Symbol
to the logotype is three logotypes with
closed leading stacked on each other,
positioned in the vertical center. This
clearly defined relationship ensures a
balance of prominence of the Brand
Symbol and legibility of the
logotype at all sizes and all formats. 2

ASSOCIATION FOR AUTOMATION IDENTITY GUIDELINES ISSUED APRIL 2020 9

Logo
Usage
Stacked 1

1 Clear space
A minimum clear space rule has been
devised to ensure no other graphic
elements appear too close to the
A3 logo. This will ensure legibility
and that it is treated consistently and
with integrity.

The clear space rule should be adhered

to wherever possible.

2 Minimum Size
The minimum size rule is shown
opposite. However, there will be some
exceptions where there is restricted
space, for example on digital
applications. 2

1 inch

ASSOCIATION FOR AUTOMATION IDENTITY GUIDELINES ISSUED APRIL 2020 10

Logo
Usage
Acceptable
Consistent use of the full-color A3 logo
is essential to strengthen brand
recognition.

However, there are certain instances

when an alternate logo is necessary. The
examples on this page demonstrate White logo on core colors White logo on core colors White logo on supporting colors
some correct instances when applying
the A3 logo.

One color logo in core colors One color logo in core colors

White logo on dark photo background

Brand Mark only One color Brand Mark in core colors One color Brand Mark in core colors

ASSOCIATION FOR AUTOMATION IDENTITY GUIDELINES ISSUED APRIL 2020 11

Logo
Usage
Unacceptable
Using our logo in a consistent manner
is an important part of building our
visual identity.

The examples on this page demonstrate Do not alternate the brand stripes Do not combine with supporting colors Do not alter the Brand Symbol
some common mistakes when applying
the A3 logo.

Do not alter the dimensions Do not distort Do not use without the Brand Symbol

ASSOCIATION FOR
ADVANCING AUTOMATION

Do not add a drop shadow Do not change the typeface

Do not use against backgrounds

that visually compete with the logo

ASSOCIATION FOR AUTOMATION IDENTITY GUIDELINES ISSUED APRIL 2020 12

Brand
Architecture
A3 is a strong master brand with
divisions that feature the master A3
Brand Symbol alongside each segment
description.

A3’s branded house architecture focuses

on a central brand promise and
unifying One A3 brand voice and
symbol, one purpose. This also allows for
more efficiencies and positive equity
between each segment sub-brand for
robotics, motion control and motors,
vision and imaging, and artificial
intelligence. Consistent application of
the A3 Brand Symbol and segment will
reinforce the A3 brand.

ASSOCIATION FOR AUTOMATION IDENTITY GUIDELINES ISSUED APRIL 2020 14

Color

The use of color helps us express that

A3 is connected to its members, as
dependable as the products built, and
as progressive as the industry we serve.
It is important to be consistent and use
only the colors that we’ve chosen to
positively reflect part of our brand.

ASSOCIATION FOR AUTOMATION IDENTITY GUIDELINES ISSUED APRIL 2020 15

Color palette
Overview
1
PMS 540C PMS 2173C
CMYK 100.53.0.65 CMYK 82.36.0.0

PMS 540U PMS 2194U

1 Core colors
CMYK 100.67.3.43 CMYK 89.30.0.0
Color is an important aspect of A3’s brand
identity. Using color appropriately is one
HEX 0B2E4A HEX 0b67b2
of the ways to make sure our materials
are cohesive. Our primary color palette
includes a specific A3 blue and a lighter
shade of blue to complement it. The use
of true blues evoke a sense of integrity,
stability and confidence which accurately
represent the A3 brand. 2
PMS 2757C PMS 7621C PMS 626C CMYK 0/0/0/90
CMYK 100.81.0.51 CMYK 0.100.87.22 CMYK 80.21.60.48 HEX 414042
The lighter blue should be used sparingly
PMS 2757U PMS 7621U PMS 3298U
and intended to accent the A3 true blue, CMYK 100.94.0.16 CMYK 1.86.75.14 CMYK 98.9.58.37
such as when links darken when they are HEX 181d49 HEX a71f23 HEX 195e53
hovered.

2 Supporting colors PMS 2617C PMS 166C PMS 7699C CMYK 0/0/0/80
CMYK 85.100.0.23 CMYK 0.76.100.0 CMYK 79.39.19.26 HEX 58595B
The primary color palette is intentionally
PMS 2613U PMS 158U PMS 7469U
limited as to not dilute the main brand
CMYK 60.99.0.6 CMYK 0.59.100.0 CMYK 99.34.12.29
identity. But not everything can be
HEX 4f1c54 HEX f15a25 HEX 366b8b
accomplished with only shades of true
blues. Our secondary, supporting color
palette includes a range of the color PMS 2612C PMS 715C PMS 7474C CMYK 0/0/0/40
spectrum. These additional colors are CMYK 61.100.0.1 CMYK 0.50.93.0 CMYK 95.6.30.28 HEX A7A9AC

useful to support the main brand and PMS 254U PMS 137U PMS 7474U
CMYK 42.100.0.0 CMYK 0.34.99.0 CMYK 84.13.30.17
branded house across different channels
including websites, marketing channels, HEX 7e287b HEX f68621 HEX 217e88

social media and event signage.

PMS 7669C PMS 1225C PMS 7488C CMYK 0/0/0/10
CMYK 70.66.0.0 CMYK 0.16.80.0 CMYK 51.0.86.0 HEX E6E7E8
Note
Colors throughout this manual are shown using PMS 273U PMS 122U PMS 7488U
their respective Hex codes. CMYK 83.85.0.0 CMYK 0.16.97.0 CMYK 52.0.84.0

PMS colors were determined by physically pulling HEX 5f5c97 HEX fbad1a HEX 4cb74d
chips from the Pantone® Plus Series swatch books.
CMYK breakdowns were determined by using the
online Pantone Color Finder.
pantone.com/color-finder

ASSOCIATION FOR AUTOMATION IDENTITY GUIDELINES ISSUED APRIL 2020 16

Typography

Typography is the element that gives

our words a distinctive look and feel
even before someone reads the text.
Handle typography sensitively, using
a keen eye to keep the overall layout
organized yet dynamic with an
approachable styling. Montserrat
and Lora are the only two fonts ever
to be used for A3 collateral.

ASSOCIATION FOR AUTOMATION IDENTITY GUIDELINES ISSUED APRIL 2020 17

Typography
Primary
Typeface Montserrat ExtraBold Montserrat ExtraBold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxy abcdefghijklmnopqrstuvwxy
Montserrat is our primary font and must 1234567890 1234567890
be used for all internal and external
materials. It is an open, geometric
Montserrat Bold Montserrat Bold Italic
sans-serif font with a uniquely distinct,
approachable feel that matches our ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
A3 purpose. abcdefghijklmnopqrstuvwxy abcdefghijklmnopqrstuvwxy
1234567890 1234567890
The Montserrat font may not be altered
by shadowing, stretching, and outlining. Montserrat SemiBold Montserrat SemiBold Italic
Montserrat font may sit on a horizontal,
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
vertical, diagonal plane. A range of
weights are available for a variety of uses abcdefghijklmnopqrstuvwxy abcdefghijklmnopqrstuvwxy
with Bold, Medium and Regular being 1234567890 1234567890
the preferred options.
Montserrat Medium Montserrat Medium Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxy abcdefghijklmnopqrstuvwxy
1234567890 1234567890

Montserrat Regular Montserrat Regular Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
DOWNLOAD FONTS
Montserrat is a Google Font that is abcdefghijklmnopqrstuvwxy abcdefghijklmnopqrstuvwxy
free and available for download: 1234567890 1234567890

fonts.google.com/specimen/Montserrat Montserrat Light Montserrat Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxy abcdefghijklmnopqrstuvwxy
1234567890 1234567890

ASSOCIATION FOR AUTOMATION IDENTITY GUIDELINES ISSUED APRIL 2020 18

Typography
Primary
Typeface Lora Bold Lora Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxy abcdefghijklmnopqrstuvwxy
As a complement to its counterpart, 1234567890 1234567890
Montserrat, is a well-balanced
contemporary serif font with roots in
Lora Medium Lora Medium Italic
calligraphy. It is a text typeface with
moderate contrast and is intended to ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
be used in body copy in marketing abcdefghijklmnopqrstuvwxy abcdefghijklmnopqrstuvwxy
materials or on website landing page. 1234567890 1234567890
A paragraph set in Lora will make a
memorable appearance because of its Lora Regular Lora Italic
brushed curves in contrast with
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
driving serifs.
abcdefghijklmnopqrstuvwxy abcdefghijklmnopqrstuvwxy
1234567890 1234567890

DOWNLOAD FONTS
Lora is a Google Font that is
free and available for download:

fonts.google.com/specimen/Lora

ASSOCIATION FOR AUTOMATION IDENTITY GUIDELINES ISSUED APRIL 2020 19

Typography
Sample Headline Headline emuis madi avoles oac
Montserrat ExtraBold,

To ensure messages and copy can

Sentence Case
Autem ad quas et ynot anducia
be read clearly, apply the simple
Subhead
typographic specifications below to
optimize font legibility.
Montserrat SemiBold,
Sentence Case
Subhead Lorem Ipsum Etu Dolor
Subhead SUBHEAD LOREM IPSUM DOLOR GITA Peles doluptatent earupta sper ianisit
Montserrat Bold,
Uppercase CONSECTETUER ADIPISCING casunt. Ovidesci odi turepudicia viti qui
squi omnisque verro oditia qui et audam
Body copy tusae ilignim aborio velut vellup sedios modit exerum quia quos eseque vo
id est imu sape libersp electi nobis ut eum lorem porumque officium cupta odis ma
comnis dipsum que et maximag nihitate issedi aspelig enimy axim ex et earchilit
venih hillent qui occusa into modi omnis autem. tum nonsequ maios dolupv tatria
Body Copy dent, consecus ve nient magniatio. quam, essundae ate simolum a dolu pitio
Montserrat Regular, eos alit autem eiumquo beria suntibus.
Sentence Case Endi ut modis cupta voluptur re a deser
atist volores dolectet, noniume int quias
perunt em sunt, vel il is aut lacerferae. Net Call-out milita spero ve
moluptam et essin autem eiumq uo beria
aut offictur? Toreprat dolu pitio eos alit.
liuse resenec tots cent
Call-Out
Lora Bold, nostiuab uct unindae int
Sentence Case SUBHEAD LOREM IPSUM DOLOR omnis inver ro rer ferig.
Peles doluptatent earu exerum quia quos
pta sperisianisit quisqui casunt. Ovidesci
odi turepudicia vitiomnisque verro oditia Fugit, ut a alic tem veribus, sum iusdanti
qui audam sedios modit eseque volorem aut volumque laut volupt maximag nihi
poru mque officium ipici nis ipsa verferu. tate venih hillent atem entia eariatibus
deliqui volenis eum as ipici nis ipsa ver
Sectem auvni optap edi cupt atum non- ferum resectem auvni optapedi doluptu
sequ dolupv tatu ria quam, essundae ate saut offictur.
simolum porumque off icium cupta odis
ma issedi aspelig enimy axim ex et earchilit prat nihilit at arcita atust, sunturibus lit
autem. Tum nonsequ maios dolupv aliqui etus Endi ut modis cupta voluptur re a de
oditil incidus volrit et quias perunt optat. ser atist volores lacerferae. Net molu ptam
Libus giatu ius, cor sunt, aut iate ceatur. et essin aut em eiumquobe ria suntibus
nos, quiaspe magnimint.

ASSOCIATION FOR AUTOMATION IDENTITY GUIDELINES ISSUED APRIL 2020 20

Visual Identity
Website
Application
This example shows A3’s visual identity
with brand symbol, typography and Lorem ipsum dolorsit
color palette applied to a website
Met ctetur adipiscing elit
homepage.

The core A3 true blues prominently

appear throughout to boldly proclaim
the two primary brand colors. With the
main A3 logo leads in the upper
navigation with the A3 stripes used as
design elements in certain areas for
subtle recognition and cohesion.

Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum

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