AAA New Brand Identity 2010 & Beyond

Background The AAA is 100 years old, never formally launched Per Research, AAA has image problems (perceived as being “all over the place”) Finally getting its act together (easier said than done, given other similar groups on campus that complicates the picture) Too many logos through the years – too confusing Dire need for a clear strategic direction to define and clearly communicate AAA’s reason for being and its new, improved brand character, which should eventually result in continuously attracting more members

The AAA’s Reason for Being: To be of service to the Ateneo alumni (regardless of age, sex, calling or creed, wherever they may be) for the purpose of uplifting their personal and professional lives.

The Challenge: Creating the new brand identity for the AAA that should be: meaningful and relevant contemporary but timeless distinctive and highly innovative, reflecting the big change of the association

Presenting the new AAA Brand ID…

Here’s how it translates in living color…

Rationale… Logo a)Eagle – the officers and committee members unanimously opted for the Philippine Eagle so it’s slightly distinct from the school’s traditional American Eagle yet related to it b)The color Blue – while the eagle is predominantly blue, the treatment features other shades of blue which should subliminally represent the school’s female target audience c)AAA – typeface shows the association solidly standing on its feet, the letters laid out to give an illusion of oneness through time. It works in perfect synergy with the Ateneo official typeface.

Rationale… Tagline One short, meaningful and memorable phrase as inspired by our song. A promise of loyalty and service to fellow Ateneans, guided by our faithfulness to Mary. Every Atenean knows these words by heart. Like Win or lose it’s the school we choose, This is the place where we belong. Words that never fail to evoke rich visual mental images linked with the Ateneo spirit, timeless and true.

Rationale… Brand ID – Logo & Tagline as one: As powerful and attractive as a royal crest or coat of arms, the new AAA brand ID carries with it a distinctiveness that goes with the premium image of the Ateneo. The Brand ID application on stationery and other applications has to be as distinctive, innovative and unexpected, not run- of-the-mill. After all, the Ateneo name, rich with brand equity, is one of a kind.

Brand ID Applications - Stationery

Letterhead

Name Card & Envelope

Now imagine how the new AAA Brand ID will look like on collaterals like t-shirts, jackets, caps, visors, umbrellas, mugs, key chains, the possibilities are endless, the excitement will go on and on… rekindling, for always, the Ateneo spirit.

Collaterals with new logo

Now let’s fly! And fly high!!! Thank you.