Welcome to the 2021 AUA Brand Progression

In 2012, a comprehensive rebrand was unveiled for the AUA, built on 18 months of research and spanning all elements of the AUA’s brand—visual elements, core messaging, brand personality and tagline. In the years since, we have seen a digital revolution that has dramatically impacted the way we present ourselves to the world.

What was once designed on pages is now designed in pixels.

This Brand Progression builds on the brand equity of the past decade and pushes us forward, positioning us to meet the demands of a digital world.

Our mission hasn’t changed. Our values haven’t changed.
What has changed is our visual identity. We have created a more modern look and feel, introduced new accent colors, and refined the logo. These improvements help to reinforce the AUA’s position as a leader in its field.
This Style Guide is meant to be a resource for you to ensure consistent representation of the AUA.
We thank you for being a steward of the AUA brand.

What’s New?

The new Brand Progression has advanced the visual identity of the AUA in several ways:

Introduced a more modern, powerful design

Introduced complementary colors

Added a new font

The Design

The 2012 brand was very white and minimalistic, anchored with “swooshes” as a consistent brand element. To garner greater attention in today’s digital environment, in which audiences have shorter attention spans and are faced with a near constant barrage of visual images, the new design features images with saturated color overlays to create a more modern and impactful design, especially suited to the digital space.

The new Brand Progression allows photographic details to serve as graphic elements and textures in the design.

DID YOU KNOW?
It is estimated that people are exposed to between 6,000 and 10,000 advertisements each day! That’s about double what it was just a decade ago. In today’s world you have just seconds to grab attention, and in those brief moments you must convey your brand and your message. This new brand progression allows us to better meet these demands.
The New Colors
The 2012 rebrand firmly established colors that have now, nearly a decade later, become clear hallmarks of the AUA brand. In establishing a strong brand, “repetition breeds retention” and the AUA blue and green are universally recognized as the AUA’s primary colors. With the Brand Progression we are building on the equity of these colors and introducing a new palette of secondary and complementary colors, which allow for greater design flexibility.
DID YOU KNOW?
Studies have shown that our brains prefer immediately recognizable brands, making color an important element when creating a brand identity. Consistent use of brand colors increases brand recognition, ultimately increasing awareness and engagement with constituents. The AUA blue and green will continue to be the primary colors of the AUA, but a new selection of accent colors will allow for more design flexibility when marketing the AUA.
The New Font
We also added a new serif font, Old Standard, a Google font which allows us to use a serif headline online. It is also slightly narrower than the existing logo font, giving us more space and flexibility.
BEFORE
OLD STANDARD IN USE IN OUR LOGO
OLD STANDARD IN USE AS HEADLINE
DID YOU KNOW?
Google Fonts make web pages run faster by safely caching fonts without compromising users’ privacy or security. These fonts are covered by open licenses, giving the AUA endless options on use.