Aon Corp Identity Standards-RevDec2004

Global Corporate Identity StandardsDecember 2004

Aon logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Corporate fonts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Descriptors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Color palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Brand bar - details . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Brand bar - contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Brand bar - specifications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 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

Table of contents

1Global Corporate Identity Standards - December 2004

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 sufficient clear space around it on all sides to ensure maximum visibility and legibility of our brand identification.

- Clear space — a zone devoid of type, images or texture — constitutes the minimum unobstructed area around the Aon logo that ensures it is sufficiently 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.

Color options:

• The Aon logo may appear only in the following colors and on the following color fields:

• The Aon logo may appear on cream fields 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 field.

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.

For a complete list of color options and file formats available for download, visit the Knowledge Exchange at http://ke.aon.com/glb_cm/en/marketing_communications/mkt_presentations/aon_logos.jsp.

Aon logo

Logo with minimum clear space

White logo on black fieldAon burgundy logo on white field

Black logo on white fieldWhite logo on Aon burgundy field

THE AON LOGO The AON logo

Logo used within a sentence Aon name in ALL CAPS Aon name in SMALL CAPS

http://ke.aon.com/glb_cm/en/marketing_communications/mkt_presentations/aon_logos.jsp


Corporate fontsAon’s 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 flexibility. 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 * Times New Roman

MediumABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

BoldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

RomanABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890




* Garamond 3 must not be replaced by similarly named fonts such as Adobe Garamond, ITC Garamond or Stemple Garamond.

continued …

http://store.adobe.com/type/main.jhtml

http://store.adobe.com/type/browser/P/P_1327.jhtml


ITC Stone Sans




Semibold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

SemiboldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


Arial

RegularABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890




Corporate fonts - continued

Helvetica


Bold ObliqueABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


ObliqueABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Sans serif:

The following typeface samples are displayed at 12 point type on 14 point leading (12/14 pt):




DescriptorsDescriptors 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 suffice.

• 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.

- 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 fixed 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.

• Descriptors must not be used to contain an address, business unit, document title, individual name, product name or tag line.

Descriptor should not include “Aon” or “group”

Business unit/Practice group Document title

Tag lineProduct name

Address

Individual name/Group name

Descriptors are bottom-aligned with the logo

Distance = 25 percent of the height of the Aon logo, including logo clear space

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


Color paletteAon’s 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:

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

White

Black

Aon burgundy PMS 202 C

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 specification drawings to enable print vendors and fabricators to match colors precisely.

CMYK: C:0 M:2 Y:10 K:3

RGB: R:246 G:234 B:213

CMYK: C:0 M:4 Y:20 K:6

RGB: R:240 G:221 B:185

CMYK: C:0 M:11 Y:69 K:0

RGB: R:255 G:215 B:88

CMYK: C:0 M:51 Y:100 K:1

RGB: R:246 G:122 B:24

CMYK: C:0 M:56 Y:100 K:43

RGB: R:142 G:67 B:9

CMYK: C:0 M:27 Y:36 K:72

RGB: R:87 G:62 B:49

CMYK: C:5 M:0 Y:0 K:45

RGB: R:131 G:138 B:143

CMYK: C:60 M:47 Y:0 K:30

RGB: R:65 G:79 B:128

CMYK: C:15 M:0 Y:68 K:39

RGB: R:133 G:139 B:63

Additional accent colors:

Aon yellow PMS 121 C

Aon dark cream Custom color

Aon sienna PMS 1615 C

Aon orange PMS 152 C

Aon medium gray PMS 430 C

Aon gray PMS 411 C

Aon green PMS 5767 C

Aon indigo PMS 5275 C

Aon light cream Custom color

Aon gold PMS 131 C

CMYK: C:0 M:32 Y:100 K:9

RGB: R:231 G:148 B:17

CMYK: C:100 M:38 Y:0 K:64

RGB: R:0 G:44 B:80

CMYK: C:65 M:100 Y:100 K:35

RGB: R:72 G:19 B:23

CMYK: C:55 M:24 Y:0 K:9

RGB: R:80 G:135 B:188

Aon deep blue PMS 2965 C

Aon plum PMS 504 C

Aon blue PMS 645 C

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


Brand bar - detailsThe brand bar highlights the Aon logo and descriptor, our key brand elements, in a fixed 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 “float” 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 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; 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.

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.

Booth Signage

PosterPublications

Banner

PostcardSp

ine

4 percent to 35 percent range

U.S. Letter SizeA4 Size

10 percent fixed height

with bleed

with margins


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 fixed 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 logo’s clear space;

• has a 0.75 point stroke for all collateral that requires a fixed 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;



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 fixed 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;



Brand bar - contents


Size:

Logo specifications:

PowerPoint exception:

Separator rule:

Descriptors:

Brand bar - specifications

36 pts

Logo height = 70 percent of the height of the brand bar, including logo clear space

Brand bar width = full page width for bleed applications, or minus any necessary margins

Bar height = 10 percent of the page height (direct sales collateral)

Rule height = 65 percent of the height of the Aon logo, including logo clear space

0.75 pt

No descriptor (does not require a separator rule)

Logo height = 100 percent of the height of the brand bar, including logo clear space

36 pts

One-line descriptor, bottom-aligned with the logo

13/15 pt ITC Stone Sans medium or Arial regular, 33 characters per line maximum, including spaces


Two-line descriptor, bottom-aligned with the logo

13/15 pt ITC Stone Sans medium or Arial regular, 33 characters per line maximum, including spaces



Front cover:

Back cover:

Brand bar - color options

Aon burgundy on white brand bar

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.

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.

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

or

White on Aon burgundy brand bar

White on 100 percent black brand bar (for black and white or grayscale publications only)

or


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 flexible area.

• Non-Aon–owned 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.

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 company’s logo, the Aon logo should appear on the right-hand side as the final 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.

Co-brands and partner brands

Aon-owned company

Non-Aon–owned company


Always get the client and/or prospect’s 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 flexible area.

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.

Back covers:

• Client or prospect logos must not be used.

Client and prospect logos

Document TitleDate: Month, Year

Author name, title, & relevant information

Document TitleDate: Month, Year

Author name, title, & relevant information

PowerPoint

Proposal/Report

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.


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.

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 Office documents.

Do not use:

• Unlicensed images

• Client or prospect logos/images taken from the Internet

• Low-quality or low-resolution image comps

• WordArt

Images

Unlicensed image Low-resolution image WordArt

Clip art


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 Aon’s 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.

• Aon’s 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 flexible 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 flexible 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 flexible area (see Client and prospect logos).

Front covers

http://ke/glb_cm/en/marketing_communications/internal_comm/copy_guidelines.jsp


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.

Fonts:



Copy:

• For assistance in writing copy, see Aon’s Copy Guidelines & Stylebook.

Color palette:

• Only Aon colors may be used (see Color palette).



Images:

• Images may appear anywhere, except over or behind the Aon logo.



• 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).

Interior pages

4 percent of the height of the page



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 flexible area.

• At least one appropriate Aon web site must appear anywhere above the brand bar within the flexible 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-specific 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).



Images:

• Images may appear anywhere above the brand bar within the flexible area.



• 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 flexible 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).

Back covers

http://ke.aon.com/communities/it_communities/home/global/processes/dns/default.jsp



Use the following checklist to ensure that your documents fall within Aon’s 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-Aon–owned companies’/partners’/products’ logos and/or textual references for external alliances; and

q must not contain client or prospect logos.

Brand checklist

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 …


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 Aon’s Copy Guidelines & Stylebook.

Co-brands and partner brands:q must not appear in the brand bar if they are Aon-owned companies’/partners’/products’ logos and/or textual references

for internal alliances;

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-Aon–owned 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.

Client and prospect logos: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).

Brand checklist - continued

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 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 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).

Brand checklist - continued




Global Marketing and Communications Committee (GMCC) contacts

Sarah Adams Brenda Bates

Aon Group, Inc.

Project Manager, Global Practice Groups 8, Devonshire Square London EC2M 4YP United Kingdom

e-mail: [email protected]

phone: +44.(0)20.7882.0267

Aon Limited

Director, Corporate Affairs 9A, Devonshire Square, 1st floor London EC2M 4YN United Kingdom


phone: +44.(0)20.7216.3836

David Cliche Cathy Gavin

Aon Reed Stenhouse (Risk Services) Canada

National Manager, Marketing & Communications 20 Bay Street, 24th floor Toronto, Ontario M5J 2N9 Canada


phone: +1.416.868.5762

Aon Risk Services Americas

Director, U.S. Shared Services 200 E. Randolph St., 19th floor Chicago, Ill. 60601 United States


phone: +1.312.381.2493

Nienke Groen Betty Z. Henry

Aon Risk Services International

Communications Manager Admiraliteitskade 62, 3063 ED Rotterdam Netherlands


phone: +31.10.448.70.26

Aon Corporate Communications

Director, Internal Communications 200 E. Randolph St., 19th floor Chicago, Ill. 60601 United States


phone: +1.312.381.2673

Marilynne Madigan David Maslen

Aon Consulting/Groupe-conseil Aon

Senior Vice President, National Marketing 145 Wellington St. W., Suite 500 Toronto, Ontario M5J IH8 Canada


phone: +1.416.542.5578

Aon Consulting

Exec. Vice President, Research & Technical Services 222 Merrimac St. Newburyport, Mass. 01950 United States


phone: +1.978.463.3418

Contact resources

continued …

mailto:[email protected]









Contact resources - continuedGlobal Marketing and Communications Committee (GMCC) contacts

Kevin Mayes David Mischler


Director, Global Knowledge Management Communications 200 E. Randolph St., 19th floor Chicago, Ill. 60601 United States


phone: +1.312.381.3130


Director, Marketing Communications 200 E. Randolph St., 19th floor Chicago, Ill. 60601 United States


phone: +1.312.381.2680

Alice Phillips Topping Gary Sullivan

Aon Re Worldwide Corporate

Vice President 200 E. Randolph St., 16th floor Chicago, Ill. 60601 United States


phone: +1.312.381.5354


Senior Vice President, Marketing & Communications 200 E. Randolph St., 3rd floor Chicago, Ill. 60601 United States


phone: +1.312.381.2467

Dave Van de Walle


Vice President, Global Public Relations 200 E. Randolph St., 19th floor Chicago, Ill. 60601 United States


phone: +1.312.381.5028






Documents

Aon Corp Identity Standards-RevDec2004