Logo Overview
Logos are a cornerstone of the AOTMP® brand. They are the most outward facing element of brand recognition. Therefore, the integrity of our logos should be considered of the utmost importance. Keeping them within brand standard is vital to the survival of our brand and its mission.
In this section, you will see brand elements, language translations of brand names and trademarks, and transliterations of AOTMP®-related brand marks. It’s important you use only the approved use marks and you follow the directions in this section when replicating, designing, or using any mark/logo for any material.
Primary Logo
AOTMP®’s primary logo is accentuated by a bright blue “A,” which is accentuated by the rest of the company’s logotype in black spelling out “O-T-M-P.” The logo is a strong, steadfast brand image with accents striking airs of authority, such as:
- The Distinguished “A”: The Distinguished “A” is an uppercase letter A, accentuated and divided from the rest of the logo by a 3px line attached to the lateral side of the isosceles A.
- Emboldened “O-T-M-P”: The “O-T-M-P” in the logotype is strong and formidable. Striking an air of authority through its stark shapes and black contrast
For primary logo standard size and resolution, please refer to Figure 1 below.
Primary Logo Integrity
A logo is the brand simply summed up into one tiny, neat little package. Therefore, the logo must always be perfectly legible and without obstructions . For this reason, we ask that the brand maintain a minimum area of breathing room around the logo that allows it to breathe and shine. The AOTMP® logo and all its variations must have the clear space that is specified on this page at all times.
You may notice there will be specific hanglines, both vertical and horizontal, on which both logo variations sit. This rule must be maintained, as it best suits the design of these logos. Also, be sure to notice the minimum sizes outlined on this page. We ask that these sizes be strictly adhered to and only used when absolutely necessary.
For primary logo and logotype minimum size and resolution, please refer to Figures 2 and 3 below.
Secondary Logos
AOTMP®’s secondary logos are comprised of its core business units and additional services that are offered as part of the AOTMP® Solution Suite. These all have specific logo requirements but maintain the core brand standard with the following specifications.
The AOTMP® Primary Logo is to be used using the registered trademark (“®”) symbol in no less than 4pt font. It must use the OpenType typeface Montserrat Bold. Previous iterations utilized the OpenType typeface Myriad Pro, which as of the publication of this brand guideline is no longer part of the Brand Standard. Bebas Neue has also been removed from the Brand Standard. A secondary logo may never have text below the “A” that is bigger than the standard primary logo height nor can it exceed the height of the AOTMP® “O-T-M-P” at 10.37mm x 12.91mm.
For examples of these logos, please refer to Figure 4 below.
AOTMP® has additional brand properties that require a consistent logotype and brand awareness. Namely, these are product-based logos such as the Efficiency First® Analytics tools, framework, and analytics; the Performance FirstSM line of performance optimization programs; the AOTMP® Connections Magazine; and "Let's Talk" webinar lines.
These service logos must be used at all times when promotional materials are created to describe each particular service.
For examples of these logos, please refer to Figure 5 below.
Logo Localization
AOTMP® has localized its brand assets for use in the European Union. As such, please utilize the following brand standard localizations when marketing or speaking to specific clients in the specified areas. In some cases, localization will change with mark registration, so please be on the lookout for the latest version of AOTMP®'s brand standards.
For examples of these logos, please refer to Figure 6 below.
Terminology localization is extremely important when working within North America and the European Union. As a result, the following formats are acceptable when referring to Efficiency First®, Performance FirstSM, and other AOTMP® products and services:
For country-specific acceptable use rules, please refer to Figure 7 below.
Unacceptable Brand Use
Our logo is very important to us, and we have spent time and effort carefully crafting it to be a perfect embodiment of our brand. We ask that designers and users respect the thought and craftsmanship put into the logo by keeping it in its purest form and within the rules specified in this guide.
Be wary when using the logo not to alter, tweak, mutilate, or take any personal creative freedom that breaks the specific rules outlined in this guide. The following are a few examples of practices that would violate the logo and ultimate the AOTMP® brand.
For examples of unacceptable logo use, please refer to Figure 8 below.
Acceptable Brand Use
Our logo is very important to us, and we have spent time and effort carefully crafting it to be a perfect embodiment of our brand. We ask that designers and users respect the thought and craftsmanship put into the logo by keeping it in its purest form and within the rules specified in this guide.
Here are some examples of ways that you may use the AOTMP® logo.
Monochromatic Use - There may be times where a monochromatic use is acceptable for the AOTMP® logo. It must always have the “A” at 100% Black and the rest of the “O-T-M-P” at 100% Black. Taglines must be 100% Black.
To review the only acceptable use case for changing the brand identity for monochromatic needs, please refer to Figure 9 below.
Reverse Background Use - There may be times where a reverse background use is acceptable for the AOTMP® logo.
It must be on a background darker than the “O-T-M-P-®” and may only be used in the following manners as indicated in Figure 10 below.