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Brand Identity Guidelines December 2016
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Brand Identity GuidelinesDecember 2016

AECOM Brand Identity Guidelines December 2016 2

Contents

Introduction 3

Our story 4

Brand voice 6Direction for language and tone 8

Visual elements 12

Grids 13The foundation of our visual system 14Using grids 15

Logo and tagline 16Overview 17Logo 18Logo-tagline lockup 19Using the tagline 20Logo sizes and clear space 21Logo placement 22Things to avoid 23

Brand identity 24Introducing the “E” brand 25Groups and deliverables color system 26Values color system and design 27System elements 28Alternative layout 31“E” brand channel 32Sub brands and internal campaigns 36Master brand considerations 37

Line graphics 38Overview 39Construction 41Two-line construction examples 43Three-line construction examples 44Things to avoid 45Aligning type 46Line color 47Line weights 48Solid color backgrounds 49Photographic backgrounds 50Design variation: color block 51Color block examples 52Expressive arrangements 54Things to avoid 60Line patterns 62

Color 63Color palette 64Tint specifications 65Solid colors 66Color blocks 67Charts and graphs 68

Photography 70Overview 71Places: Local textures and patterns 72Places : Project photos 74Moments: Employees and partners 76Moments: Spaces 78CV photos 80Things to avoid 81Resources and information 82

Typography 83AECOM Sans 84Language support 85Chinese and Japanese language fonts 86Alternate fonts 87Using type 88Paragraph styles 89

Iconography 90Overview 91Use 92Things to avoid 93

Advertisements 94Templates 95Templates: Style 1 96Templates: Style 2 97Templates: Style 3 98Templates: Style 4 99Voice and tone 100Imagery 101

Resources 102AECOM Brand Microsite 103Email signature wizard 104Checklist 105

AECOM Brand Identity Guidelines December 2016 3

Welcome to the brand identity guidelines for AECOM. This document introduces the core elements of our brand expression, along with tips and tools to help you create relevant, engaging and consistent communications across all touchpoints of the AECOM brand experience.

Additional guidelines covering specific topics in more detail may be sourced from the AECOM Brand Microsite (http://brand.aecom.com).

Introduction

AECOM Brand Identity Guidelines December 2016 4

Our story

It’s one thing to imagine a better world. It’s another to deliver it.

AECOM was built to do just that. With a deep and experienced global team, we design and deliver infrastructure and services that unlock opportunities for clients and communities, to protect our environment and improve people’s lives.

From urban centers to remote villages, our work is transformative. We make a positive, lasting impact by applying our global best practices, collaborative innovation and delivery excellence to solve complex, evolving challenges.

The difference we help our clients make is felt in every region of the world. Clean water for developing communities. Iconic skyscrapers that swell a nation’s pride. Power and security to fuel economic prosperity. Transportation that brings people together. Thoughtful planning that sustains cities and natural resources.

Our clients face tough, interrelated challenges that can only be solved by a company like ours. One with deep roots, diverse perspectives and an innovative approach. One with the people, technology and vision to deliver what others can only imagine.

We are AECOM — built to deliver a better world.

AECOM Brand Identity Guidelines December 2016 5

Our brand purpose and promise

Built to deliver a better worldSignals purposeful integration of organizations and people

Celebrates our capabilities

Is tangible and implies strength and reliability

Communicates importance of successful execution

Suggestive of our focus on Delivery Excellence

Expresses our higher purpose

Celebrates superior and more human outcomes

Creates interesting tension with more concrete “built to deliver”

Our purpose and promise serves as the foundation for our brand expression. It defines how our work is unique and why it matters. Our purpose and promise also serves as our corporate tagline. All of our visual and verbal identity is designed and built from this expression.

Brand voice

AECOM Brand Identity Guidelines December 2016 7

Our brand voice

Our brand voice shapes the content, structure and tone of our communications. It’s an internal tool to help each of you understand how to represent AECOM through language.

While not prescriptive, our voice descriptions and guiding principles should be used for direction when you’re sitting down to write or review a piece of copy.

The goal is to ensure our voice represents the collective expertise of our people and communicates the confidence we have in our ability to deliver for others.

Using our voice to reinforce our storyOur voice is rooted in who we are, and plays an important role in helping people understand how AECOM is built to deliver a better world.

Our is supported by three themes, which we’ve translated into direction for language and tone.

Note: For more details on the AECOM brand voice, including additional before and after examples of our voice in action, see our Voice and Messaging Guidelines.

We address complex challenges, so we should clarify complexity.

We use our collaborative innovation, so we should make it a conversation.

We deliver transformational outcomes, so we should show why it matters.

AECOM Brand Identity Guidelines December 2016 8

Our brand voiceDirection for language and tone

Clarify complexitySpeak with purpose and guide the reader to a meaningful outcome.

That feels:

SimpleClearOrganized

That means:

Write with a clear goal. Get rid of details that stray from the main message.

Make it easy. Use short sentences, short paragraphs and simple words.

Add structure. Use subheads and bullets to emphasize key points.

Think visually. Pair copy with images, infographics, charts and illustrations.

Instead of:

Tall buildings Tall and super-tall buildings are above all an enterprise in teamwork — and through the constant collaboration of AECOM’s tall buildings group, its professionals’ broad experience and stream of diverse projects, our teams bring leading-edge knowledge and best practices to this specialized sector.

You could try:

Monuments to teamworkTall and super-tall buildings require constant collaboration and specialized expertise. Our tall buildings group combines broad experience with leading-edge knowledge to deliver some of the most iconic, advanced high-rises in the world.

AECOM Brand Identity Guidelines December 2016 9

Our brand voiceDirection for language and tone

Make it a conversationUse comfortable, lively language to draw people in and keep them interested.

That feels:

OpenInvitingThoughtful

That means:

Talk to people.Imagine you’re sitting across the table from the reader.

Relax the language. Use first person (you, your, we) and a familiar tone.

Stay in tune. Match the level of technical detail to your audience’s interest.

Be crisp. Replace tired expressions with rich, vivid descriptions.

Instead of:

Disrupting the transportation paradigmTransportation is one of the slowest changing industries, and is not often disrupted. So the last major disrupter arguably was the automobile, which by displacing walking, the bicycle and the horse, not only had a profound impact on how we travel, but also changed our spatial economy through its influence on land use patterns.

You could try:

New traffic patterns, new possibilitiesThe car changed more than how we travel — it had a profound impact on land use and economic development. As fewer of us walked, biked and rode horses, cities transformed to accommodate new behaviors. Patterns that developed are still mostly in place today. But for how long? And what’s next?

AECOM Brand Identity Guidelines December 2016 10

Our brand voiceDirection for language and tone

Show why it mattersShare our passion for delivering a better world and improving lives.

That feels:

ActiveOptimisticSpirited

That means:

Bring it to life.Use strong, active verbs to give sentences energy and motion.

Reveal the drama.Show what’s at stake and how our people deliver.

Celebrate success. Share examples that show we’ve overcome similar challenges.

Focus on impact. Highlight positive outcomes for clients, communities and people.

Instead of:

Considered the finest example of structural engineering ever built, Taizhou Bridge won top accolades from professional organizations as the world’s first long-span, three-pylon suspension bridge. The bridge carries six lanes of traffic across the two wide navigation channels of the mighty Yangtze River and connects drivers from the cities of Taizhou, Yangzhou, Zhenjiang and Changzhou in Jiangsu, China, invigorating economic development in that region.

You could try:

Economies thrive on access. In eastern China, the mighty Yangtze River stood as a barrier. Its width made it seemingly impossible to bridge, stifling the region’s growth potential. Our interdisciplinary team of experts embraced the challenge and delivered a breakthrough in structural engineering — the world’s first long-span, three-pylon suspension bridge. Today, the Taizhou Bridge offers six lanes of opportunity that carry people and the region forward.

AECOM Brand Identity Guidelines December 2016 11

The world faces tough, interrelated challenges. We bring together people, ideas and perspectives to solve them, creating new possibilities for the communities around us. Our identity celebrates the lasting impact of those connections.

Creative concept

AECOM Brand Identity Guidelines December 2016 12

InvigoratingIndian River

Visual elementsOverview

Typography

AaBbCcDdEeF0123456789#!AECOM Sans is our primary typeface. It should be used for all our communications. See pages 83–89 for details.

Line graphic

The line graphic is our unique graphic element symbolizing connections. See pages 38-62 for details.

The AECOM logo and tagline are described on pages 16–23 for details.

Logo and tagline

Color

Our color palette features bright and neutral colors. See page 63-69 for details.

Thematic groups for photography include local textures and patterns; project photos; employees and partners; and spaces. See pages 70-82 for details.

Photography

Grids

AECOM Brand Identity Guidelines December 2016 14

GridsThe foundation of our visual system

The design grid is the foundation of our visual identity system.

Grids bring order to a layout. They are the structural foundation for the consistent organization of all graphic, text and photographic elements.

StandardsGrids have been developed for a core set of standard layout sizes. They are built into available InDesign templates.

Grids for non-standard layout sizes should follow the basic principles and proportions established for the most typical document sizes: 12 columns, 10 rows and 12-point gutters. Adjustments to any of these standards may be necessary due to extremes of height or width, or layout scale.

Additional detailed information about grids can be found in the print literature guidelines.

A3

A4 US Letter

A4 US Letter

AECOM Brand Identity Guidelines December 2016 15

GridsUsing grids

Think of the grid as a tool for guiding the development of a layout. It provides design flexibility while maintaining consistency.

On standard formats, always use the grid to guide the placement of the logo, type and imagery.

Expert resources to manage any capital program in the world

London EyeLondon, U.K.

Economics

For regional and place-based economic development, urban revitalization, real estate, tourism and culture, and sustainable development, we develop strategies that respond to the market, attract financing and enable implementation. We help clients — private entities, government agencies and non-profit organizations — assess feasibility, impacts, risks and tradeoffs to make informed decisions. Using creative thinking, structured and impartial analysis, and clear communications, we build long-term partnerships of trust with

clients. We address project design, public policies and regulations, site conditions, mitigation requirements, development and financing costs, and phasing and execution challenges to create value, manage risk and improve prospects for success.

Below:Saadiyat IslandAbu Dhabi, U.A.E.

Central Market Street Revitalization San Francisco, California, U.S.A.

9AECOM

Logo and tagline

AECOM Brand Identity Guidelines December 2016 17

Logo

Logo and taglineOverview

Our logo is the primary identifier of our company. It can appear by itself or with our tagline “Built to deliver a better world”.

Both the logo and the logo-tagline have been created as custom digital artwork.

Do not add the tagline as live text below the logo.

Always use the digital artwork available from the AECOM Brand Microsite http://brand.aecom.com.

Logo-tagline lockup, left-aligned Logo-tagline lockup, right-aligned

AECOM Brand Identity Guidelines December 2016 18

The AECOM logo consists of the AECOM name in custom-designed letter forms.

Always use the approved digital artwork. Do not redraw or recreate the logo.

Color versionsThe logo is available in two versions: black and reverse (white).

The black logo is used on a light, solid color or a light photographic background.

The reverse logo is used on a dark, solid color or a dark photographic background.

Trademark version The logo is a registered trademark, but in most instances the trademark designation does not need to appear.

A version of the logo with a ® trademark designation is available. The ® symbol is built into the digital artwork and should not be resized or moved.

Always confirm whether the trademark designation is required for a particular use.

For more information, contact [email protected]

Logo and taglineLogo

Black logo on light solid-color background

Reverse logo on dark solid-color background

Black logo on light photographic background

Reverse logo on dark photographic background

AECOM Brand Identity Guidelines December 2016 19

The AECOM corporate tagline is “Built to deliver a better world.” The tagline must always appear with the logo.

Logo-tagline artwork has been created as a lockup with the elements in a specific size and position relationship.

The lockup can be used as provided or the two elements can be separated. When separated, always place the two elements in opposite corners and aligned on the same baseline.

Always use the approved digital artwork. Do not redraw or recreate any of the elements of the lockup.

Color versionsThe logo-tagline lockup is available in two versions: black and reverse (white).

The black version is used on a light, solid color or a light photographic background.

The reverse version is used on a dark, solid color or a dark photographic background.

ConfigurationsThere are two configurations of the logo-tagline lockup: left-aligned and right-aligned. The left-aligned version should be used on the left side of layouts. The right-aligned version should be used on the right side of layouts.

If the aecom.com URL address is used in the corner of a layout, use the logo-tagline lockup and do not separate the two elements.

Logo and taglineLogo-tagline lockup

Black logo-tagline lockup, left aligned, on light solid-color background

Reverse logo-tagline lockup, left-aligned, on dark solid-color background

Size and position relationships for logo and tagline when separated

Reverse logo-tagline lockup, right aligned, on dark solid-color background

Black logo-tagline lockup, right-aligned, on light solid-color background

A⅖ A (40%)

⅖ A (40%) A

AECOM Brand Identity Guidelines December 2016 20

Logo and taglineUsing the tagline

The information on this page provides guidance on how and when the tagline should be used, as well as guidance on when it is more appropriate to use a slogan.

For more information, contact [email protected].

When should we use the corporate tagline?

– When telling a story about how AECOM builds a better world – When communicating to a broad audience who may or may not know AECOM – On sales and marketing materials

How should we use the corporate tagline?

– To prevent dilution and preserve its integrity and intended meaning, the tagline should only be used whole and in its original form

– To ensure that the tagline accrues equity to the overall AECOM brand it should always appear with the AECOM logo. The tagline can appear 1) locked up with the logo as provided in the logo-tagline lockup artwork or 2) separated from the logo while maintaining the original proportions in the lockup and still aligned along the same baseline. See page 19.

– The tagline should always appear in sentence case unless exception granted by the Brand Governance team

When shouldn’t we use the corporate tagline?

– When the copy does not demonstrate how AECOM delivers a better world – If the words “Built to deliver a better world” are already used on the page (e.g., as a headline or prominently in copy)

– On functional business applications (e.g., billing, accounting forms, purchase orders, etc.)

What can’t we do with the corporate tagline?

– Develop derivatives of the line including any line featuring “Built to [x]” or “Better [x]” (e.g., “Built to deliver results,” “Better financing,” or “Built to deliver a better London.”)

– Lock up the tagline with any solution other than the AECOM logo – Use title case

OverviewWhen communicated in its original form and in the proper context, the tagline can enhance perceptions of AECOM and reinforce our commitment to delivering a better world.

Using our taglineOur tagline is an approved, concise statement that helps clarify or dimensionalize the value our brand creates. This tagline exists in broader applications and for longer periods of time than a temporary campaign or one-time use. Therefore, it should:

– Have a consistent, approved design treatment – Be used consistently in all applications – Not be altered or edited in any way

The tagline should not be confused with other parts of the communications toolkit. While important, messaging and other calls-to-action are not taglines and should not:

– Have their own design treatment – Be locked up with the AECOM logo

AECOM Brand Identity Guidelines December 2016 21

Minimum sizeThe logo and logo-tagline lockup should not be scaled smaller than the minimum sizes shown below.

The minimum size for the black and reverse logos is the same.

Standard sizesStandard logo sizes have been established for common document sizes.

For guidance on logo sizes in environmental applications, contact [email protected].

Clear spaceThe minimum clear space on all sides of the logo and logo-tagline lockup is equal to one half the cap height of the “A” in the logo.

Whenever possible, allow more than the minimum amount of clear space.

Logo and taglineLogo sizes and clear space

Document size Logo height

HTML e-mail 680 pixels wide

0.26" 6.6mm

US Letter A4

0.26" 6.6mm

Tabloid A3

0.38" 9.7mm

16" x 20" poster 406 x 508mm

0.47" 12mm

24" x 36" poster A1

0.79" 20mm

30" x 40" poster 762 x 1016mm

0.93" 23.6mm

36" x 48" poster A0

1.11" 28mm

Gray area indicates the minimum clear space around the logo.

Gray area indicates the minimum clear space around the logo-tagline lockup.

Note: The same clear space applies to the right-aligned logo-tagline lockup.

Minimum print size for logo

Minimum print size for logo-tagline lockup

Minimum digital size for logo and logo-tagline lockup

0.1528" 3.88mm 11pts

25px

25px

0.125" 3.2mm 9pts

½ A

½ A

½ A½ A

A

½ A

½ A

½ A½ A

A

AECOM Brand Identity Guidelines December 2016 22

Always use the grid to guide the position of the logo. The logo can be placed in any one of the four corners of a layout. Digital and environmental applications have unique guidance for logo placement.

For more information, contact [email protected]

Logo and taglineLogo placement

In special uses, the tagline may appear as a text treatment. These uses are rare and should only be done with the approval of brand management.

The logo or logo-tagline lockup can appear in any corner of a layout.

When separated, the logo and tagline should be placed in opposite corners and aligned on the same baseline.

Built to deliver a better world

AECOM Brand Identity Guidelines December 2016 23

Logo and taglineThings to avoid

Do not add drop shadows or other effects to the logo.

Do not create color versions of the logo.

Do not place the logo on a busy or complicated background.

Do not change the type style of the words in the tagline.

Do not make the tagline and logo different colors.

Do not create new configurations of the logo-tagline lockup.

Do not center the tagline under the logo.

Do not use the logo with spectrum on any new communications.

Internal and external brand identity

AECOM Brand Identity Guidelines December 2016 25

Our brand journey begins and ends with you

Internal brand identityIntroducing the “E” brand

The best brands are built from the inside out.

As a shout-out to AECOM employees — our premiere brand ambassadors — we‘re launching the “E” brand, a dedicated internal visual identity theme across all employee communications. Also playing on the “E” in AECOM, this new brand system aims to inspire and engage internal audiences, and streamline communications grouping aligned internal programs and messaging.

As such, this section deals with the introduction of the new “E” brand — addressing technical specifications, the internal-facing groups and deliverables impacted as well as examples of employment across various channels.

This chapter will be built out over time, so please ensure that you download and reference the very latest version of the Brand Identity Guidelines from the Governance section of the Brand Center on Ecosystem.

If you’ve any questions, please contact [email protected].

AECOM Brand Identity Guidelines December 2016 26

Values CommunicationsGeneral Values Communications (note color system on following page for individual AECOM Values)Excellence Awards

Leadership, Business Group and Sustainability CommunicationsAECOM CapitalC-SuiteConstruction ServicesDesign and Consulting ServicesGeo-Focused Communications (APAC/EMIA)Management ServicesSustainability

Communications and MarketingEventsEthics and ComplianceFinance and AccountingGlobal Delivery ServicesInformation TechnologyInsurance

Legal and RiskMergers and AcquisitionsOffice of Risk ManagementProcurementQualityReal Estate ServicesStrategyTravel

Delivery Excellence CommunicationsClient Care eCMOGlobal Business ServicesTPN/Technical Excellence

HR CommunicationsCompensationGlobal BenefitsGlobal MobilityHR Programs and ComplianceTalent AcquisitionTalent ManagementTotal Rewards

Enterprise Programs CommunicationsCorporate Social ResponsibilityGlobal Resilience GroupSafety Health and EnvironmentInnovation

Functional/Enterprise Communications

Internal brand identityGroups and deliverables color system

To streamline efforts and employ a consistent visual theme across aligned internal-facing touchpoints, we’ve color coded six distinct families of related employee-facing communications.

Each umbrella group has been assigned a brand color to be used consistently and thematically across related employee communication channels.

AECOM Brand Identity Guidelines December 2016 27

Internal brand identityValues color system and design

Please note in addition to the color system specified on the previous page, we also assigned bespoke colors to each of the six AECOM Values.

Exceptionally and only in these instances, we allow the “E” symbol to be incorporated when the word representing each specific Value is used as a design element. Otherwise the “E” symbol cannot be used as a logo, wordmark or within body copy.

We operate ethically and with integrity, while prioritizing safety and security in all that we do.

We develop and celebrate our people, and elevate the communities we touch.

We grow our business through operational excellence and flawless execution.

We transcend the industry by reimagining what is possible — and realizing it.

We understand the complexity of our clients’ challenges and help them see further.

We build diverse teams that connect expertise to create innovative solutions.

AECOM Brand Identity Guidelines December 2016 28

Typography Photography

AECOM Sans BoldAECOM Sans LightArial

“E” brand symbol Message bands Color system

Internal brand identitySystem elements

System elements:

– “E” brand symbol – Message bands – Color system – Typography – Photography featuring employees

where possible

AECOM Brand Identity Guidelines December 2016 29

Message bands

Performance + RewardsHuman Resources

Performance + RewardsHuman Resources

Message line #1line #2line #3

Message line #1line #2line #3

Internal brand identitySystem elements

Messaging within the band to include and be limited to:

– Name of the initiative in AECOM Sans Bold or Arial Bold.

– Name of corresponding group or deliverable name in AECOM Sans Light or Arial Regular two font sizes smaller than initiative name.

– Note, for leadership messages use leader’s name and tile, and for newsletters employ publication title in this space.

– Alternatively, message bands may be used to give context or provide information within a layout (e.g., catchy headline).

AECOM Brand Identity Guidelines December 2016 30

CLEAR SPACE

CLEAR SPACE

Message panel

Message panel

1234567

1234567

1

2

3

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7

CLEAR SPACE

CLEAR SPACE

1

2

3

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6

7

1

2

3

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6

7

1

2

3

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7

MINLENGTH

1

2

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5

6

7

Message paneloption 1

Message paneloption 2

Message paneloption 3

Message paneloption 1

Message paneloption 2

Message paneloption 1

CLEAR SPACE

CLEAR SPACE

Message panel

Message panel

1234567

1234567

1

2

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CLEAR SPACE

CLEAR SPACE

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MINLENGTH

1

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Message paneloption 1

Message paneloption 2

Message paneloption 3

Message paneloption 1

Message paneloption 2

Message paneloption 1

Internal brand identitySystem elements

Use of message bands:

– Divide your layout vertically into seven equal segments.

– Message bands must be equal in height to one segment.

– Clear space equal to one segment height must be used on the top and bottom of your layout.

Use of “E” symbol:

– If your layout incorporates the “E” symbol, clear space equal to one segment height must be used between the message band and symbol.

– The “E” symbol requires only half of a segment of clear space at the top of a layout.

– Up to three message bands may be used with the “E” symbol layout.

AECOM Brand Identity Guidelines December 2016 31

Internal brand identityAlternative layout

Use of internally branded wordmarks:

– The “E” symbol may be paired with text and graphics independent of message bands using wordmarks.

– Wordmarks are distinctive text-only typographic treatments that can be used to uniquely identify an internal initiative or program (e.g., see examples opposite).

– Use of logos, mascots, characters or elaborate illustrations is prohibited.

– This is an advanced design style and must be submitted to [email protected] for review.

AECOM Brand Identity Guidelines December 2016 32

Brochure Poster

Poster titleSustainability

Internal brand identity“E” brand channel

Examples:

– Brochures – Posters

AECOM Brand Identity Guidelines December 2016 33

PowerPoint

Video TitleTechnical Excellence

Video

Performance + RewardsHuman Resources

HeadlineSubhead

Internal brand identity“E” brand channel

Examples:

– Videos – Presentations

AECOM Brand Identity Guidelines December 2016 34

Newsletter

Newsletter TitleCorporate Responsibility

Leadership email

Brevitas enim minim iriure. Metuo lobortis eum metuo nulla mauris in sed

Ingenium transverbero ludus nulla tego eu tincidunt regula et. Jugis minim refoveo et quibus refero aliquip

genitus luptatum facilisi hendrerit. Nibh et vindico et lucidus diam letalis tamen. Utinam nisl inhibeo quidem

abluo sagaciter laoreet odio praesent dignissim. Quae gemino iriure duis neo lucidus abluo occuro facilisi et

appellatio. Jugis suscipit quae jugis rusticus gilvus hendrerit opto eros.

Autem turpis ut adipiscing nunc esse capto. Quia cogo ingenium hendrerit. Ventosus vero macto.

Vero refero magna praesent sino consequat. Foras paulatim utinam caecus jumentum quibus. Proprius melior

plaga. Illum vel valde in eros. Vicis nisl occuro refero immitto paratus in suscipit letalis.

Nonummy vulputate aliquam. Ille duis meus acsi sino abico quis nisl tamen opto. Luptatum diam jugis vereor

quae multo tamen humo abbas. Turpis nulla elit wisi defui magna suscipit. Abico ingenium sit vero suscipit

Steve KadenacyPresident and Chief Financial Officer

TitleSubhead

TitleSubhead

Internal brand identity“E” brand channel

Examples:

– Emails – Newsletters

AECOM Brand Identity Guidelines December 2016 35

Ecosystem page

TitleSubtitle

TitleSubtitle

Internal brand identity“E” brand channel

Example

– Ecosystem graphics

AECOM Brand Identity Guidelines December 2016 36

Internal brand identitySub brands and internal campaigns

Sub brands and internal campaigns AECOM is our master brand and with few exceptions we only use one logo internally and externally.

Pairing the AECOM logo with internal initiative names creates “sub-brands” that undermine the strength and impact of our logo.

However, if you deem your internal campaign to require dedicated visual identity — treated as a separate visual entity from our master brand — you must submit your business case for consideration to our brand governance team ([email protected] ) who will review and determine appropriate application and guidelines on a case-by-case basis.

Internally branded initiatives with seperate and distinct AECOM logo

Do not pair the AECOM logo with your initiative name.

AECOM Brand Identity Guidelines December 2016 37

External brand identityMaster brand considerations

Master brandAECOM is our master brand and therefore we generally only promote the AECOM logo externally — the goal being to avoid brand confusion that undermines the strength and impact of our name and logo.

However, please note the carefully considered exceptions for endorsed brands and for AECOM Capital, for which special dispensation was granted to lock up the AECOM name with an external service offering.

Joint venturesBefore proceeding with visual identity for joint ventures, please liaise with our Brand Governance team ([email protected]) who will review and determine appropriate application on a case-by-case basis.

Our primary guidance for joint ventures is not to combine or modify the AECOM logo in any way to create a third-party logo.

In a joint venture scenario, an entirely new logo and company name may be specifically required by a project contract. In some instances, the AECOM name may be integrated in this new logo. However, please note that special attention is required to in no way directly use AECOM’s logo or visual identity when developing these joint venture brand guidelines. Before launching any initiative, please contact the Brand Governance team ([email protected]) who will review and determine appropriate application.

When working with partner organizations, we do permit a scenario where the AECOM logo and other organization logo are treated as separate, distinct visual entities in opposite corners of marketing collateral — stacked with .5” clear space on all sides. Please contact our Brand Governance team ([email protected]) for guidance here.

Do not combine or modify the AECOM logo in any way to create a joint venture third-party logo

Mergers and acquisitionsAll questions regarding transitional logos in relation to mergers and acquisitions should be directed to the Brand Governance team ([email protected]).

Co-locationsPlease send any branding inquiries regarding office co-locations to our Brand Governance team ([email protected]).

AECOM logo to be treated as a separate, distinct visual entity

Line graphics

AECOM Brand Identity Guidelines December 2016 39

Line graphicsOverview

Line graphics are a distinguishing element of our visual identity. They help us tell the story of how amazing things happen when people, ideas and perspectives connect. Used consistently, they help to reinforce our brand message.

Line graphics are used on all high-profile communications such as advertising, collateral covers, top-level web pages, environmental graphics, and presentation covers and dividers.

Preconfigured line graphics are provided in PowerPoint and Word templates, as well as in some InDesign collateral templates.

Line graphics can also be custom-created for non-templated communications. Guidelines for creating them are outlined in this section.

Note: The examples in this section are intended to demonstrate the flexibility of line graphics across a range of layout formats including print brochures, ads, pull-up banners and tradeshow signage.

AECOM Brand Identity Guidelines December 2016 40

The information below is a summary of the key points to understand before creating designs with line graphics. This information is not a substitute for reading the detailed line graphics guidelines on the following pages.

Use:

– Line graphics should be used on the covers and first impressions of all marketing and sales materials.

– They should not be used on functional or administrative materials like CAD drawings or billing statements.

– Line graphics appear over full-bleed photography or solid color backgrounds.

Number:

– Minimum of two lines. – Maximum of three lines.

Color:

– Always all white or all black. – Never in color. – White and black are not mixed in one set of line graphics.

Size:

– Standard line weights have been established for various layout sizes. See page 48.

– Line weights are always the same within one set of line graphics.

Position:

Lines always bleed off the edges of a layout.

First line – One of four prescribed angles derived from the “A” in the AECOM logo.

– Must cross through two adjacent sides of a layout, not through opposite sides.

Second line – Can be any angle, but not true vertical, true horizontal, or ± 5° of either.

– Must intersect first line.

Third line – Third line is optional. – As with second line, can be any angle, but not true vertical or true horizontal, or ± 5° of either.

– Can intersect with first or second line, or both, but not obligatory. Intersection should not be at the same point as the other two lines.

– Must not be parallel to either the first or second line.

Options:

More than three linesPowerPoint and a few other templates use preconfigured line graphics with four to five lines. These are an exception and are intended for use only in their provided applications.

Color blocks – A line can be used as the basis for a transparent colored shape over an image.

– Color blocks can be used over a solid-color background or over a photograph.

– The AECOM logo should always sit in the color block.

Expressive arrangements – Expressive arrangements are design options provided as a way to think about how to use and apply line graphics.

– They are intended as possible ways to establish a conceptual alignment between line graphics, copy and photography.

Things to avoid:

– Avoid using only one or more than three lines.

– Avoid creating symmetrical divisions in a layout with line graphics.

– Avoid line intersections near the edges of a layout.

– Avoid three lines intersecting at the same point.

– Avoid using lines as frames or devices on which to place text, icons or other graphics.

– Avoid colored lines. – Avoid lines that don’t clearly stand out from a background image.

– Avoid using more than one color block on a page or spread.

Line graphicsOverview

AECOM Brand Identity Guidelines December 2016 41

Line graphicsConstruction

Typically, line graphics consist of two or three straight lines that intersect and extend to the edge of a layout.

Creating the first line

1. Draw a line based on the angle of the left or right side of the “A” in the logo. These angles equal -25° and 13° from vertical, respectively. Use one of these as the first line.

or

2. Rotate the lines 90° so they are equal to -115° and 103° from vertical.

Using one of these four options as the first line ensures that the line graphics have a conceptual connection to the logo.

Note: Line is colored for instructional purposes only.

13°-25° 103°-115°

AECOM Brand Identity Guidelines December 2016 42

Line graphicsConstruction

Layouts using line graphics may incorporate two or three lines.

The second and third line may be any angle ±5° from vertical or horizontal.

Creating the second and third lines

1. Ensure the first line crosses through any adjacent sides of the layout.

2. Add a second line that crosses the first and ensure that the intersection falls within the live area of the layout. The live area is defined as the area inset from the edges a distance equal to 1.5 times the height of the logo.

The second line can cross adjacent or opposite sides of the layout.

3. A third line may be added, but is not required. Place it in close proximity to either of the other two lines or on the opposite side of the layout. Again, ensure that intersections occur within the live area of the layout.

The third line can cross adjacent or opposite sides of the layout.

Note: Lines are colored for instructional purposes only.

1 2

3

adjacent sides

live area

third line placed in proximity to other lines

third line placed on side opposite other lines

AECOM Brand Identity Guidelines December 2016 43

Line graphicsTwo-line construction examples

Examples of various layout formats using two-line line graphics

Note: Lines are colored for instructional purposes only.

AECOM Brand Identity Guidelines December 2016 44

Line graphicsThree-line construction examples

Examples of various layout formats using three-line line graphics

Note: Lines are colored for instructional purposes only.

AECOM Brand Identity Guidelines December 2016 45

Line graphicsThings to avoid

Note: Lines are colored for instructional purposes only.

Do not position the first line through opposite sides of the layout.

Do not place the intersection of the lines outside the live area.

Do not use vertical or horizontal lines or lines less than 5°.

Do not divide the layout symmetrically.

Do not divide the layout into even sections.

Do not intersect lines at the same point.

Do not use parallel lines for line graphics.

Do not violate the logo clear space.

AECOM Brand Identity Guidelines December 2016 46

Line graphicsAligning type

Type should always align to the underlying grid. When possible, also try to align headlines or titles to the intersection point of the line graphic.

Note: Lines are colored for instructional purposes only.

Do not place type over line graphics or align type tightly to them.

Do not align type to the angle of the line graphics.

When possible, align title text to the intersection of the lines.

Buildingfor thefuture

Building for the future

Buildingfor thefuture

Building for

the future

AECOM Brand Identity Guidelines December 2016 47

Line graphicsLine color

When creating line graphics, always use either all black or all white lines within a layout.

Do not use white and black lines together in the same layout.

Use white lines on dark, solid color backgrounds and dark areas of photographs.

Use black lines on light, solid color backgrounds and light areas of photographs.

AECOM Brand Identity Guidelines December 2016 48

Line graphicsLine weights

To help establish design consistency, line weights for line graphics have been established for most common layout sizes. Always use the line weights outlined here.

Determining line weights for nonstandard layout sizes

1. Measure the sides of the layout.

2. Convert the shorter side to points by multiplying inches by 72 and millimeters by 2.83.

3. Multiply points by .002.

4. The resulting number equals the correct line weight in points.

5. Round up to the nearest tenth of a point.

Note: Never use a line weight less than 0.5pt.

Example: Millimeters300mm x 900mm layout

1. Shorter side is 300mm

2. 300 x 2.83 = 849 points

3. 849 x .002 = 1.698 points

4. Use a 1.7 pt rule

Example: Inches10" x 30" layout

1. Shorter side is 10"

2. 10 x 72 = 720 points

3. 720 x .002 = 1.44 points

4. Use a 1.4 pt rule

Layout size Line weightDigital formats* 1pxUS Letter A4

1pt

Tabloid A3

2pt

16" x 20" poster A2

3pt

24" x 36" poster A1

3pt

36" x 48" poster A0

4pt

* Use 1px as the line weight for all digital applications. Responsive web design and the range of screen size does not allow a range of line weights in digital applications.

AECOM Brand Identity Guidelines December 2016 49

Line graphicsSolid color backgrounds

Line graphics can appear on any solid color from the AECOM color palette.

Use white lines on color backgrounds and black lines on white backgrounds.

Do not use color lines on color backgrounds.

On AECOM Yellow backgrounds, line graphics should be black to ensure legibility.

AECOM Brand Identity Guidelines December 2016 50

Line graphicsPhotographic backgrounds

Line graphics can also appear on full-bleed photographic backgrounds.

Use white lines on light areas of photographs and black lines on dark areas of photographs.

Do not use color lines on photographs.

Always ensure photographs provide enough contrast to make the lines clearly visible.

AECOM Brand Identity Guidelines December 2016 51

Line graphicsDesign variation: Color block

Color block over solid color

Color block over photoFor design variation, a color block can be used in place of one line in a line graphic. The color block may be used over a full- bleed photo or over a color background.

In this design variation, always place the logo in the color block for maximum visibility.

Creating a color block:

1. Create a layout with a line graphic.2. Select one line to convert to a color block.3. Make a closed shape from the selected line

as shown. 4. Place the logo within the color block.

Adjusting color blocks over photos:

1. Fill the shape with a color from the AECOM color palette. Choose a color to complement the photo.

2. Set the color transparency between 70–80%.

Remember that white is a color option.Do not use black for a color block over a photo.

Adjusting color blocks over solid color:

1. Fill the shape with white.2. Set the opacity of the shape to 20% .

In Adobe InDesign, this setting is in the Effects palette.

Do not use contrasting or complementary colors for color blocks.

Note: Blue lines are for instructional purposes only.

AECOM Brand Identity Guidelines December 2016 52

Line graphicsColor block examples

AECOM Brand Identity Guidelines December 2016 53

Line graphicsColor block examples

AECOM Brand Identity Guidelines December 2016 54

Line graphicsExpressive arrangements

Expressive arrangements are suggested layout approaches to help provide a unique conceptual alignment between line graphics, copy and photography.

Each of these expressive arrangements are explained on the following pages.

Focal pointFocal area Storytelling

Point-of-origin Blueprint-to-realization

AECOM Brand Identity Guidelines December 2016 55

Line graphicsExpressive arrangements

Focal area layoutsFocal area layouts highlight a specific area of an image to reinforce the message of the communication.

Creating a focal area layout:

1. Determine an area of focus in the photo. This will typically be a large area of the image, rather than a specific point.

2. Construct a two- or three-line line graphic so the lines create an open frame highlighting the focal area.

3. Ensure that the headline conceptually links to the subject in the focal area.

AECOM Brand Identity Guidelines December 2016 56

Line graphicsExpressive arrangements

Focal point layoutsFocal point layouts highlight a specific point of an image to reinforce the message of the communication.

Creating a focal point layout

1. Determine the image focal point.

2. Construct a two-line Line Graphic with the intersection near the focal point.

3. Ensure that the headline conceptually links to the subject at the focal point.

AECOM Brand Identity Guidelines December 2016 57

Line graphicsExpressive arrangements

Storytelling layoutsStorytelling layouts use two images together to tell a story. The line graphics are used to create the frames for the images.

Creating a storytelling layout

1. Select two images with clearly distinct subjects but with an identifiable conceptual connection.

2. Place the images side-by-side within the layout.

3. Add the first line.

4. Add a second line, placing the intersection near the center of the layout; ensure that this line has an angle of ±5°.

5. An optional third line can be added.

6. Mask the imagery within the shapes formed by the intersection of the lines.

7. Use a difference in scale between the two photographs to create additional contrast.

8. Ensure that the line bisecting the photos is white (on a dark background) or black (on a light background).

9. Ensure that the copy conceptually refers to the subject matter in the imagery.

AECOM Brand Identity Guidelines December 2016 58

Line graphicsExpressive arrangements

Point-of-origin layoutsIn these arrangements, the line graphic helps frame both a focal area in the photo and the logo, implying a connection between the two.

Creating a point-of-origin layout

1. Select an image that has a subject that is clearly an outcome of an AECOM connection.

2. Construct a line graphic so the lines frame both the subject of the photo and the AECOM logo.

3. Ensure that the copy conceptually refers to the subject matter in the imagery.

AECOM Brand Identity Guidelines December 2016 59

Line graphicsExpressive arrangements

Blueprint-to-realizationBlueprint-to-realization layouts use the shapes defined by the line graphics to accentuate the lines of a featured project in a photograph.

Creating a blueprint-to-realization layout

1. Select a project image with strong visual lines.

2. Construct a two-line line graphic to accentuate the underlying lines in the photograph. Avoid using three-lines as they weaken the connection to the lines inherent in the image.

Note: Because these layouts are based on the content of the image, the lines can be at any angle that complements the project.

The lines do not need to follow the rules established for the angle of the first line on page 27.

AECOM Brand Identity Guidelines December 2016 60

Line graphicsThings to avoid

Do not create a layout with only one line.

Do not place the logo outside of a color block.

Do not use two color blocks within one layout.

Do not use color lines over a photograph.

Do not use non-standard line weights for a document format.

Do not outline a color block with a line.

Do not used curved lines for line graphics (top). Do not use horizontal or vertical lines for line graphics (center). Do not overlap type with lines (bottom).

Holcim grassroots cement plantaecom.com/holcim

AECOM Brand Identity Guidelines December 2016 61

Line graphicsThings to avoid

Do not create a layout with multiple color blocks.

Do not center line graphics so that the layout appears symmetrical.

Do not use images with insufficient contrast for the Line Graphic.

Do not combine line graphics with photo effects like lens flares.

Do not use parallel lines for line graphics.

Do not position intersection of lines outside the live area.

Do not overlap three lines at the same point (top). Do not use color lines over color backgrounds (bottom).

AECOM Brand Identity Guidelines December 2016 62

Line graphicsLine patterns

Line patterns are preconfigured designs of line graphics in color.

They are provided in the PowerPoint and literature templates.

These patterns should only be used as provided in the templates. The patterns should never be adjusted or recreated.

Line patterns always appear in a single color from the AECOM color palette.

Color

AECOM Brand Identity Guidelines December 2016 64

ColorColor palette

AECOM Green

Pantone 376CMYK 50 0 100 0RGB 132 189 0Hex 84bd00

AECOM Blue

Pantone 306CMYK 75 0 5 0RGB 0 181 226Hex 00b5e2

AECOM Yellow

Pantone 108CMYK 0 6 95 0RGB 255 229 18Hex ffe512

AECOM Magenta

Pantone 2415CMYK 30 100 0 10RGB 158 0 126Hex 9e007e

AECOM Warm Gray

Pantone Warm Gray 8CMYK 0 14 28 60RGB 140 130 121Hex 8c8279

Black

Pantone Black 6CMYK 0 0 0 100RGB 0 0 0Hex 000000

White

WhiteCMYK 0 0 0 0RGB 255 255 255Hex ffffff

AECOM Orange

Pantone 138CMYK 0 55 100 0RGB 246 139 31Hex f68b1f

Our color palette consists of a set of core colors and a set of neutral colors.

Our five core colors are AECOM Blue, AECOM Green, AECOM Orange, AECOM Yellow and AECOM Magenta. These colors add vibrancy and modernity to our visual expression, complementing the strength and clarity of our black or white logo.

The core colors are supported by three neutral colors: black, white and AECOM Warm Gray.

To maintain consistency in our identity system, it is essential that our colors are always reproduced accurately. Always follow the CMYK, RGB and Web/Hex values shown on the following page.

Web and safety colorsUnique color palettes have been developed for online applications and for applications governed by regulatory and safety requirements. For more information, contact [email protected]

Color specification updatesThe color specifications in this document have been revised from previous guidelines. Be sure to confirm the color formulas used in all new work.

Core Colors

Neutral Colors

AECOM Brand Identity Guidelines December 2016 65

ColorTint specifications

Tints in 20% increments may be used for charts, graphs and information graphics. Use the tint formulas shown here for PowerPoint, HTML and other applications where it is not possible to set a percentage of the original color.

Core Colors R G B Hex

AECOM Blue 80% 51 195 234 33c3ea 60% 102 210 239 66d2ef 40% 153 225 244 99e1f4 20% 204 240 249 ccf0f9AECOM Green 80% 152 200 103 98c867 60% 178 214 141 b2d68d 40% 203 227 179 cbe3b3 20% 229 241 217 e5f1d9AECOM Orange 80% 247 162 75 f7a24b 60% 249 185 120 f9b978 40% 251 208 165 fbd0a5 20% 253 231 210 fde7d2AECOM Yellow 80% 255 234 65 ffea41 60% 255 241 131 fff183 40% 255 247 179 fff7b3 20% 255 251 220 fffbdcAECOM Magenta 80% 183 68 154 b7449a 60% 201 115 179 c973b3 40% 219 161 204 dba1cc 20% 237 208 229 edd0e5

Neutral Colors R G B Hex

AECOM Warm Gray 80% 173 165 158 ada59e

60% 193 188 182 c1bcb6

40% 214 210 207 d6d2cf

20% 234 233 231 eae9e7

Black 80% 51 51 51 333333

60% 102 102 102 666666

40% 153 153 153 999999

20% 204 204 204 cccccc

AECOM Brand Identity Guidelines December 2016 66

ColorSolid colors

Solid colors are used in our identity system for background colors and for type.

Color for backgroundsAlways use a single color for a background.

Try to use only one background color throughout a communication.

Avoid a multicolored look.

Color for typeUse black type on a white background for body text or any large amounts of copy.

Use color type only on a white background.

Type can be set in any color from the color palette except yellow.

Ideally, use only one core color along with black for type. A maximum of two colors plus black can be used, if needed. AECOM Warm Gray is preferred for the additional color.

Ensure that color type is used consistently throughout a communication piece.

Avoid using color type on a color background.

Avoid multicolored text or text with gradients.

Best planning conceptual project contributing to London’s future, London Planning Awards (The Mayor of London, London First and the Royal Town Planning Institute) 2004

Our professionals also perform environmental studies and develop innovative ways to reduce the environmental impact of airports.

AECOM Brand Identity Guidelines December 2016 67

ColorColor blocks

Color blocks can be used as a design variation over photography or over solid color backgrounds.

Color blocks over photographyAlways use tints in the range of 70–80%.

Use a color that complements the photograph.

Color blocks over solid colorWhen used over solid color backgrounds, color blocks are achieved by filling the shape with white set to 20% opacity. In Adobe InDesign, this setting is in the Effects palette.

Do not use contrasting or complementary colors for color blocks.

The AECOM logo should always sit in the tinted color block.

See page 37 for details on creating color blocks.

AECOM Brand Identity Guidelines December 2016 68

ColorCharts and graphs

Use color to differentiate sets of information in charts and graphs.

Use discretion when using multiple colors in a single chart or graph in order to avoid a rainbow effect.

TintsTints of colors also be used to differentiate sets of information in a single chart or graph.

Always use tints in 20% increments to help maintain a distinction between values.

$8.0

$6.0

$4.0

$2.0

$0.0

Year 1 Year 2

A

ABCDEFGH

0

10

20

30

40

50

60

70

80

90

100

B C D E F G H

Y-Ax

is L

abel

X-Axis Label

A

ABCDEFGH

0

10

20

30

40

50

60

70

80

90

100

B C D E F G H

Y-Ax

is L

abel

X-Axis Label

$8.0

$6.0

$4.0

$2.0

$0.0

Year 1 Year 2

AECOM Brand Identity Guidelines December 2016 69

ColorCharts and graphs

Region 1 Location 1Location 1Location 1

Region 2 Location 1Location 2Location 3Location 4

Region 3 Location 1Location 2Location 3Location 4

7,000

20,000

3,000

7,000

20,000

3,000

Region 1

Region 2

Region 3Use discretion when applying color in charts and graphs. Too many colors can distract from the information. Use AECOM Warm Gray to help visually balance charts and graphs with multiple colors.

AN OtherRole/position

AN OtherRole/position

AN OtherRole/position

AN OtherRole/position

AN OtherRole/position

Support

AN OtherRole/position

AN OtherRole/position

AN OtherRole/position

AN OtherRole/position

AN OtherRole/position

AN OtherRole/position

AN OtherRole/position

AN OtherRole/position

AN OtherRole/position

AN OtherRole/position

AN OtherRole/position

Photography

AECOM Brand Identity Guidelines December 2016 71

PhotographyOverview

Photography provides a lens into our global culture and impact.

We’ve organized the photography into two overarching themes: Places and Moments.

Places Places highlight the geographies where we live and work, as well as the projects we help bring to life. They’re divided into two groups:

Local textures and patterns These celebrate the cultures and fabrics of the communities that we serve.

Project photos These capture the final state of our work and the Transformational outcomes they deliver.

MomentsMoments focus on the people behind our solutions and lives of people affected by the work we do. They’re also divided into two groups:

Employees and partners These are candid, editorial-style photographs that capture employees in the office and in the field.

Spaces These highlight how people use the environments we create, showing our spaces in both expected and unexpected ways.

Note: The images shown in this section illustrate our photographic themes and style. They are meant to provide guidance and inspiration only, and may not be available in our photography library.

AECOM Brand Identity Guidelines December 2016 72

PhotographyPlaces: Local textures and patterns

Photos of local textures and patterns highlight unique and visually engaging details from the landscape, architecture and environment of a particular region.

Key characteristics of these photos include:

A strong, clear connection to a placeSubjects are readily identifiable and easily “read” as belonging to a particular area or geography.

A fresh perspectiveEnvironmental textures and patterns provide a unique way of identifying a region while avoiding visual clichés.

Careful croppingImages are tightly cropped to emphasize the abstract aspect of texture and pattern.

AECOM Brand Identity Guidelines December 2016 73

AECOM Brand Identity Guidelines December 2016 74

PhotographyPlaces : Project photos

Project photos feature the projects, programs and plans that we develop.

Key characteristics of these photos include:

A strong sense of dimension and scale People and the surrounding environment are used to help define the size and scope of the project.

A carefully chosen point of view Vantage points are used for optimal impact. Bird’s-eye view and ground-level views are used strategically to help showcase a project.

A sense of dramaComposition and lighting help stir the imagination and engage the viewer on an emotional level.

AECOM Brand Identity Guidelines December 2016 75

AECOM Brand Identity Guidelines December 2016 76

PhotographyMoments: Employees and partners

Employee and partner photos feature our people as they are engaged in developing and creating our projects.

Key characteristics of these photos include:

Real, engaged subjects People that are true to life and not obviously models. They are engaged with their work and each other rather than with the camera.

A reportage styleImages feel like observed or documented real events in real situations.

Natural lighting Lighting comes from the environment and does not appear obviously manipulated.

Note: Employees and people in on-site photos must always be shown wearing appropriate personal protective equipment and appear in compliance with the relevant safety standards for the setting.

AECOM Brand Identity Guidelines December 2016 77

AECOM Brand Identity Guidelines December 2016 78

PhotographyMoments: Spaces

Photos of spaces show our projects in use and people benefiting from them.

Key characteristics of these photos include:

Point of view of the subject Photos are taken from the eye level of the people in the photos. The angles are familiar and inviting rather than imposing and overly dramatic.

Living framesSpaces appear alive with people engaged in their work and in their personal lives. The spaces are shown as they were intended to be used by people.

Warmth Color and lighting, along with engaged people, bring a sense of warmth and life to photos of spaces.

AECOM Brand Identity Guidelines December 2016 79

AECOM Brand Identity Guidelines December 2016 80

PhotographyCV photos

Head shots of employees used to accompany biography text should always be styled, shot and cropped consistently.

– Crop tightly, showing head and shoulders only, and with the top of the head slightly cropped.

– Use even, flattering lighting.

– Use color photos whenever possible.

Key characteristics of these photos include:

Approachable Employees appear relaxed and confident.

Professional Employees are dressed and groomed professionally, as if for an interview.

Simple Backgrounds are neutral and flatter rather than distract.

AECOM Brand Identity Guidelines December 2016 81

PhotographyThings to avoid

Do not use patterns that do not have a clear regional or cultural association.

Do not show people in clichéd situations or poses.Avoid images where people are obviously posed rather than actively engaged in the spaces we create.

Do not show projects without a strong sense of scale or point of view.

AECOM Brand Identity Guidelines December 2016 82

PhotographyResources and information

Photography resourcesUse the links below to access the AECOM photography libraries.

General photoshttp://mediabank.aecomnet.com/

Brand Bank by Enterprise Communicationshttp://brandbank.aecomnet.com/

Australia/New Zealandhttp://anzmediabinlite/mediabin/

Environment photo libraryhttp://portal.env.aecomnet.com/geg/Marketing/Environment%20Photo%20Library2011/Forms/AllItems.aspx

Europe photo libraryhttp://imagelibrary.aecom.com

Image use rights and copyright restrictionsAlways ensure that usage rights are obtained for stock photography. Copyright and usage restrictions may also apply to images of art and architecture.

Typography

AECOM Brand Identity Guidelines December 2016 84

AECOM Sans is the approved typeface for all AECOM communications. Whenever possible and practical, our communications should use AECOM Sans.

AECOM Sans is available for all employees and agency partners for use in AECOM communications and materials only. Contact [email protected] for additional information.

StylesAECOM Sans is available in four weights: Light, Regular, Bold and XBold.

PowerPointAECOM PowerPoint templates are available in both AECOM Sans and Arial. Use the AECOM Sans version whenever possible. However, if presentations will be shared or distributed outside the company in PowerPoint format, use the Arial version to avoid font problems.

TypographyAECOM Sans

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!?#&$€££¥AECOM Sans Light

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!?#&$€£¥AECOM Sans Regular

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!?#&$€£¥AECOM Sans Bold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!?#&$€£¥AECOM Sans XBold

AECOM Brand Identity Guidelines December 2016 85

AECOM Sans contains an extended Latin character set allowing support of most European languages.

In addition, the font supports Cyrillic, Greek, Arabic and Hebrew scripts.

TypographyLanguage support

āăąćčďđłőœşšűĀĂĄĆČĎĐŁŐŒŞŠŰAECOM Sans Extended Latin characters (sample)

абвгдежзиклмнопрстуфхцчшщwАБВГДЕЖЗИКЛМНОПРСТУФХЦЧШЩAECOM Sans Cyrillic

αβγδεζηθικλμνξοπρστυφχψωΑΒΓΔΕΖΗΘΙΚΛΜΝΞΟΠΡΣΤΥΦΧΨΩAECOM Sans Greek

ا ب ج د ه و ز ح ط ي ك ل م ن س ع ف ص ق ر ش ت ث خ ذ ض ظ غAECOM Sans Arabic

אבגדהוזחטיתשרקצפעסנמלכAECOM Sans Hebrew

AECOM Brand Identity Guidelines December 2016 86

When setting type in Simplified Chinese, Traditional Chinese and Japanese, use Aktiv Grotesk.

Technical specifications and purchasing information for these fonts can be found at:https://www.daltonmaag.com/library/aktiv-grotesk-chinese-japanese

The fonts for these languages are available in Light, Regular, Medium and Bold weights.These fonts also contain support for Latin characters.

TypographyChinese and Japanese language fonts

Aktiv Grotesk Traditional Chinese

Aktiv Grotesk Simplified Chinese

Aktiv Grotesk Japanese

AECOM Brand Identity Guidelines December 2016 87

Microsoft Word templatesArial is the standard font used in all AECOM Microsoft Word templates.

Arial should be used whenever AECOM Sans is not available.

AECOM Sans is available for all employees and agency partners.

Contact [email protected] for additional information.

Serif system substituteWhen external parties specifically request documents to be set in a serif font, Times New Roman should be used. This is the only instance when this font should be used.

TypographyAlternate fonts

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!?#&$€££¥Arial Regular

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!?#&$€£¥Arial Bold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!?#&$€£¥Times New Roman

AECOM Brand Identity Guidelines December 2016 88

TypographyUsing type

Paragraph stylesAlways use the paragraph styles built into the InDesign and Word templates. See the following page for additional details on paragraph styles.

Try to use no more than two type styles per layout, e.g., Light and Bold, or Regular and Bold.

Alignment – Type should always align to the design

grid. – Use left-aligned type for body copy. – Do not set body copy to full-justification. – Do not center align or right align type.

Italics – Use italics only when required by

editorial standards, such as for the name of a publication or for foreign words.

– Consider the use of a change in weight or type color in lieu of using italics.

Case – Use sentence case for titles, headlines

and subheads. – Use title case only when required by

editorial standards. – Avoid setting type in all caps, except

when needed to establish information hierarchy.

Tracking and kerning – Large type, such as headlines and titles,

can be tracked to tighten letter spacing. – Avoid tracking body copy. – Set kerning to Optical in design

software. – Do not track type loosely to fill space or

for a special effect.

Expert resources to manage any capital program in the world

London EyeLondon, U.K.

Economics

For regional and place-based economic development, urban revitalization, real estate, tourism and culture, and sustainable development, we develop strategies that respond to the market, attract financing and enable implementation. We help clients — private entities, government agencies and non-profit organizations — assess feasibility, impacts, risks and tradeoffs to make informed decisions. Using creative thinking, structured and impartial analysis, and clear communications, we build long-term partnerships of trust with

clients. We address project design, public policies and regulations, site conditions, mitigation requirements, development and financing costs, and phasing and execution challenges to create value, manage risk and improve prospects for success.

Below:Saadiyat IslandAbu Dhabi, U.A.E.

Central Market Street Revitalization San Francisco, California, U.S.A.

9AECOM

AECOM Brand Identity Guidelines December 2016 89

TypographyParagraph styles

A comprehensive set of paragraph styles are built into all AECOM InDesign and Word templates, allowing text to be formatted quickly and consistently.

Paragraph styles have been developed for all levels of information hierarchy, including:

– Headings – Body text – Supplementary text – Bullets – Numbered lists – Captions – Pull-out quotes – Introductory text

Always use the provided styles for formatting text.

If additional paragraph styles are required, always create a new style rather than altering the provided styles.

Altering or renaming any of the template paragraph styles may cause style conflicts and inconsistencies when documents are reused or integrated with other documents based on the templates.

Note: The examples shown on this page represent only a portion of the paragraph styles available in the InDesign and Word templates.

AECOM InDesign and Word templates can be downloaded from the AECOM Brand Microsite http://brand.aecom.com.

Heading 03AECOM Sans Bold 24/27 Section Title SampleHeading 05AECOM Sans Bold 21/24 Section Title SampleHeading 06AECOM Sans Bold 18/21 Section Title SampleHeading 07AECOM Sans Bold 15/18 Section Title Sample

Heading 08AECOM Sans Bold 12/15 Section Title Sample

Body Text AECOM Sans Regular 9/12

Sum laut alique ant. Equi acea pra vel id maxi mpo rectus atempore sapit quosdo upt atur aliquid et voluptia sum re susma gnihi lliquis aut eata seque. Omnis eatin nos nobitat reped qui nitam quam illab ipicia num ipsa volor sim fugiandita adicia nem.

Body Text Numbered Level 1 No SpaceAECOM Sans Regular 9/12

1. Opari busciti ut a dem qui cor aperum corum que serro vel intepe sed ut quia sum re.

2. Ruiam culpa sim accume doluptatem laute es cone none ctaerias dit fihi lliquis aut eatauga.

Body Text Numbered Level 2 No SpaceAECOM Sans Regular 9/12

a. Aliqui temo ipictium alibus, nulpari busciti out a dem que serrt voluptia sumo vel int.

b. Sepe sed ut quia sum re quos doluptatur aliquid et voluptia sum re sus magnihi ll.

Iconography

AECOM Brand Identity Guidelines December 2016 91

Icons are used primarily as supporting artwork to aid navigation in both print and digital communications.

They can also be used with discretion to help convey broad themes or messages, but they should never be used at a large scale as primary artwork.

Icon artwork is included in InDesign and PowerPoint templates.

IconographyOverview

AECOM Brand Identity Guidelines December 2016 92

IconographyUse

ColorIcons can appear in any color from the AECOM color palette.

They can also appear reversed out of any color in the color palette.

Do not reverse icons out of AECOM Yellow.

GridAll icons are built on an underlying invisible grid. New icons should always be based on this same grid.

Always secure brand management approval before creating or using new icons.

Positive icons

Reverse icons

Icon grid Do not reverse icons out of AECOM yellow.

AECOM Brand Identity Guidelines December 2016 93

IconographyThings to avoid

Do not fill icons with color. Do not add effects such as drop shadows to icons.

Do not place an icon on a background that limits visibility.

Do not use icons at large sizes or as hero imagery.

Do not combine icons with photography.

Do not use colors outside of the AECOM color palette.

Do not make multi-color icons.

Do not place icons in a holding shape like a circle or a square.

Q3–Q4 Planning

Advertisments

AECOM Advert Guidelines — August 2016 18

Examples

It is one thing to imagine a better world. It’s another to deliver it.

Belfast’s new Lagan Weir bridge offers access to the city for cyclists and pedestrians, making the commute a healthy one. Designed by AECOM.

aecom.com @aecom

It is one thing to imagine a better world. It’s another to deliver it.

We are applying the circular economy to the built environment, redefining waste as a resource so that materials can be kept in use and their value retained. AECOM: helping clients meet the future with confidence.

aecom.com @aecom

This is circular

Contact [email protected]

In a world of finite resources, and with costs of extracting raw materials so high, is it time to move away from take, make and waste?

To meet the future with confidence, seeing the economy in the round and taking a look at the alternatives is critical.

aecom.com

AECOM Brand Identity Guidelines December 2016 95

AECOM Advert Guidelines — August 2016 19

Examples

Lichen flourishes in clean air. Just like good health, good healthcare design starts with getting the basics right. AECOM sees health and healing in the round.

aecom.com @aecom

Understanding change

Pioneering research needs a pioneering home. The Halley VI lab climbs out of rising snow.

aecom.com @aecom

This is moving

Where do you see yourself?

As a graduate with AECOM you could find yourself helping to shape and regenerate our cities, working on some exceptional projects such as London’s No.1 Palace Street by Northacre. Fancy a challenge?

This year, we are recruiting about 450 graduates across the UK and Ireland. We will help you become an expert in your field in areas such as engineering, architecture, surveying, planning, environment, project management and construction services. Visit our website to register. We want to hear from you and welcome applications from all.

aecom.com/careers

Advertisements Templates

Every public-facing advertisement plays a crucial role in showcasing our brand — often to people who may not be familiar with AECOM.

The following pages introduce advertisement templates from which to select, incorporating best-in-class work from around the world. Get inspired!

Please note that all public-facing advertisements must be coordinated by a regional/operating group marketing communications team lead in conjunction with their creative design colleagues.

Things to consider …

– Where will the advertisement appear? Adapt the messaging to suit different situations and locations. Can the main points be read in three seconds or less?

– As a general rule, headlines should be no more than 15 words with secondary messaging no more than 60 words. A third messaging block is optional — but more often than not, less is more.

– Avoid unnecessary details or jargon that detracts from the main message.

– When directly mentioning our clients or their projects always ensure they have approved the messaging and wording.

– Avoid more than two main text sections (headline and copy).

– Ensure the call to action is clear and straightforward. How do you want readers to respond?

AECOM Brand Identity Guidelines December 2016 96

Title 60/60 Lorem ipsum illis sicut amet adipiscingTitle 21/24 Regular dus ium alic to volor autis. Quatur ma senis unt que volestiatem dolore.Body Text 12/15 Qui volupta tetusamendam vel incil mo vestiis. Ebemulos viu sedo, Catquod con tratreh enirmis signam se qui pos condeo terist C. Simunum steri plis. Tum quost? Num ut ius hortus; num num ilicae popubliam is con Etrae iamenam nonstoris, pratis nonsu quamdieme mus? Quam abemei pri intia.

Call to action 21/24 Regularaecom.com

Full-bleed color

Title 60/60 Lorem ipsum illis sicut amet adipiscingTitle 21/24 Regular dus ium alic to volor autis. Quatur ma senis unt que volestiatem dolore.Body Text 12/15 Qui volupta tetusamendam vel incil mo vestiis. Ebemulos viu sedo, Catquod con tratreh enirmis signam se qui pos condeo terist C. Simunum steri plis. Tum quost? Num ut ius hortus; num num ilicae popubliam is con Etrae iamenam nonstoris, pratis nonsu quamdieme mus? Quam abemei pri intia.

Call to action 21/24 Regularaecom.com

Full-bleed image

Advertisements Templates: Style 1

These introductory templates employ a full-bleed color (single block) and a full-bleed image presentation for your consideration. Please note recommendations regarding font size, leading and use of line graphics.

Click here for template inDesign files.

AECOM Brand Identity Guidelines December 2016 97

Call to action 21/24 Regularaecom.com

Title 60/60 Lorem ipsum sicutTitle 21/24 Regular dus ium alic to volor autis. Quatur ma senis unt que volestiatem dolore.Body Text 12/15 Qui volupta tetusamendam vel incil mo vestiis. Ebemulos viu sedo, Catquod con tratreh enirmis signam se qui pos condeo terist C. Simunum steri plis. Tum quost? Num ut ius hortus; num num ilicae popubliam is con Etrae iamenam nonstoris, pratis nonsu quamdieme mus? Quam abemei pri intia.

Full-bleed with transparent color block

Call to action 21/24 Regularaecom.com

Title 60/60 Lorem ipsum sicutTitle 21/24 Regular dus ium alic to volor autis. Quatur ma senis unt que volestiatem dolore.Body Text 12/15 Qui volupta tetusamendam vel incil mo vestiis. Ebemulos viu sedo, Catquod con tratreh enirmis signam se qui pos condeo terist C. Simunum steri plis. Tum quost? Num ut ius hortus; num num ilicae popubliam is con Etrae iamenam nonstoris, pratis nonsu quamdieme mus? Quam abemei pri intia.

Full-bleed image with transparent color block

Advertisements Templates: Style 2

These templates employ a design variation for use over photography and solid color background with transparent color block.

Click here for template inDesign files.

AECOM Brand Identity Guidelines December 2016 98

IMAGEPLACEHOLDER

IMAGEPLACEHOLDER

Call to action 15/18 Regular aecom.com

Title 30/33 Lorem ipsum eus dolor nibhTitle 15/18 Regular dus ium alic to volor autis qui alias ad quatura senis unt que mo vestiis.

Storytelling employing imagery

Advertisements Templates: Style 3

This more advanced style encompasses a storytelling layout employing images.

Select two images with clearly distinct subjects and an identifiable connection or interplay. Ensure that the copy conceptually refers to the subject matter in the imagery. Please note guidance regarding font size, weight and leading.

Click here for template inDesign files.

AECOM Brand Identity Guidelines December 2016 99

IMAGEPLACEHOLDER

IMAGEPLACEHOLDER

IMAGEPLACEHOLDER

IMAGEPLACEHOLDER

IMAGEPLACEHOLDER

IMAGEPLACEHOLDER

Title 40/45 Lorem sicut

Body Text 10/12 Qui volupta tetusamendam vel incil mo vestiis. Ebemulos viu sedo, Catquod con tratreh enirmis signam se qui pos condeo terist C. Simunum steri plis. Tum quost? Num ut ius hortus; num num ilicae popubliam is con Etrae iamenam nonstoris pratis.

Call to action 10/12 Regularaecom.com

Title 15/18 Regular dus ium alic to volor autis qui alias ad quatur ma senis unt que volestiatem.

Mosaic landscape

IMAGEPLACEHOLDER

IMAGEPLACEHOLDER

IMAGEPLACEHOLDER

IMAGEPLACEHOLDER

IMAGEPLACEHOLDER

IMAGEPLACEHOLDER

Title 40/45 Lorem sicut

Body Text 10/12 Qui volupta tetusamendam vel incil mo vestiis. Ebemulos viu sedo, Catquod con tratreh enirmis signam se qui pos condeo terist C. Simunum steri plis. Tum quost? Num ut ius hortus; num num ilicae popubliam is con Etrae iamenam nonstoris pratis.

Title 15/18 Regular dus ium alic to volor autis qui alias ad quatur ma senis unt que volestiatem.

Call to action 10/12 Regularaecom.com

Mosaic landscape full-bleed

Advertisements Templates: Style 4

This mosaic theme allows for use of multiple images in portrait, landscape and full-bleed application.

Click here for template inDesign files.

AECOM Brand Identity Guidelines December 2016 100

Impactful, concise copy

AECOM Advert Guidelines — August 2016 18

Examples

It is one thing to imagine a better world. It’s another to deliver it.

Belfast’s new Lagan Weir bridge offers access to the city for cyclists and pedestrians, making the commute a healthy one. Designed by AECOM.

aecom.com @aecom

It is one thing to imagine a better world. It’s another to deliver it.

We are applying the circular economy to the built environment, redefining waste as a resource so that materials can be kept in use and their value retained. AECOM: helping clients meet the future with confidence.

aecom.com @aecom

This is circular

Contact [email protected]

In a world of finite resources, and with costs of extracting raw materials so high, is it time to move away from take, make and waste?

To meet the future with confidence, seeing the economy in the round and taking a look at the alternatives is critical.

aecom.com

Advertisements Voice and tone

Advertisement messaging should be developed with the help of a copywriter or communications lead and must be consistent with our Voice and Messaging Guidelines.

On page 7, we introduce a section on AECOM’s brand voice which shapes the structure and tone of our communications.

In essence, we want you to make it a conversation and use comfortable, lively language to draw people in and keep them interested. This new direction moves advertisement copy:

– from corporate to human;

– from talking about us to talking about clients;

– from long lists to small stories;

– from outputs to outcomes; and

– from jargon and technical language to practical but inspiring everyday words.

AECOM Brand Identity Guidelines December 2016 101

AECOM Advert Guidelines — August 2016 18

Examples

It is one thing to imagine a better world. It’s another to deliver it.

Belfast’s new Lagan Weir bridge offers access to the city for cyclists and pedestrians, making the commute a healthy one. Designed by AECOM.

aecom.com @aecom

It is one thing to imagine a better world. It’s another to deliver it.

We are applying the circular economy to the built environment, redefining waste as a resource so that materials can be kept in use and their value retained. AECOM: helping clients meet the future with confidence.

aecom.com @aecom

This is circular

Contact [email protected]

In a world of finite resources, and with costs of extracting raw materials so high, is it time to move away from take, make and waste?

To meet the future with confidence, seeing the economy in the round and taking a look at the alternatives is critical.

aecom.com

Advertisements Imagery

Imagery should be used to maximum effect to differentiate AECOM in the market. It should be unexpected, meaningful and thought provoking.

Think different — how can we use imagery to show an alternative perspective or varied approach?

– Our imagery should always be original and reflect our understanding of the real world. It’s preferable to source our own photography rather than relying on stock images.

– Do not use images that are overly posed, contrived or composites as these are not brand compliant.

– Use images which lend themselves to advertisements — avoid generic, unoriginal or bland imagery.

– Ensure images do not have any negative or unintended connotations — ask for feedback.

– If using stock imagery, ensure that AECOM has worked on the projects featured and that location images are up to date. Solicit feedback from someone with regional knowledge.

– Choose images that have suitable copy space to fit the messaging in relation to the design grid.

– Find an alternative image or adjust the copy if needed.

– Check images are professional quality and high enough resolution for the intended output.

Copyright and permissions

Always ensure that all images are cleared by the copyright holder before using for advertisement purposes. Please note that additional permission should be secured from clients before using project images in advertisements — even if we have general permission to use their images. Some tips:

– Don’t assume a client is the ultimate copyright holder of the images they have supplied.

– Always ensure photography credits or copyright information is included when required.

– Don’t assume we have permission to use an image just because it has been used previously.

– Under no circumstances employ images marked ‘for editorial use only’ or where we do not have written permission from the copyright holder.

Safety, diversity and local customs

AECOM takes great pride in safeguarding our employees, operating ethically and with integrity, while prioritizing safety and security in all that we do.

Please ensure people pictured in hazardous environments are working safely and wearing appropriate personal protective equipment. If in doubt, please run any proposed images by Michael de Bettencourt on our Safety team who will advise on whether an image meets required AECOM safety standards.

Please also take care to verify that images reflect diversity, and local and religious customs. Extra caution should be employed when using images in regions with stricter dress codes.

Resources

AECOM Brand Identity Guidelines December 2016 103

For additional information on the AECOM brand, visit the AECOM Brand Microsite (http://brand.aecom.com) and Brand Center on Ecosystem (https://myecosystem.aecom.com)

ResourcesAECOM Brand Microsite

AECOM Brand Identity Guidelines December 2016 104

As our most widely used form of business communication, email deserves careful consideration.

Standard emails should always be created in a straightforward, text-only format. With the exception of the Fortune World’s Most Admired Companies logo — the AECOM logo, HTML graphics or other embellishments should not be included in your email signature details.

Please noteAll staff should use the email protocol for signatures as specified in the AECOM email wizard instructions. The following are not permitted in email signatures:

– Adding the logo or text-styled versions of the logo.

– Quotes or jokes.

– Use of other fonts, colors or formatting.

– The addition of any other messages, including legal disclaimers and environmental messaging.

Visit brand.aecom.com to download the email signature wizard.

ResourcesEmail signature wizard

First name, Last name, Professional AffiliationYour title, Department, Group or GeographyD +1-000-000-0000M [email protected]

AECOMAddress Line 1Address Line 2City, State Zip Code, CountryT +1-000-000-0000aecom.com

Built to deliver a better world

LinkedIn Twitter Facebook Instagram

AECOM Brand Identity Guidelines December 2016 105

ResourcesChecklist

Use the following checklist to help ensure that materials are on-brand and consistent with other AECOM communications.

Photography

¨ Does the choice of images meet the objectives of the communication?

¨ Has the grid been used to help size and position the images in the layout?

¨ Does each image contribute to the story and support the messaging?

Typography

¨ Is the type set in AECOM Sans?

¨ If working from a template, have the paragraph and character style sheets been used?

¨ Does the type have consistent styling (point sizes, leading, color)?

¨ Does the type styling help organize the information to make the information clear and easily understood?

Iconography

¨ Are icons used as supporting artwork rather than as large-scale, hero imagery?

¨ Do the icons appear in a color from the AECOM color palette?

Resources and questions

¨ Have you looked for resources, templates, guidelines and brand information on the AECOM Brand Microsite http://brand.aecom.com?

¨ Have you reached out to the global brand teams at [email protected] with questions?

Brand voice

¨ Does the copy follow our brand voice:

– Clarify complexity?

– Make it a conversation?

– Show why it matters?

Grids

¨ Has the grid in the templates been used to align and organize the layout?

Logo and tagline

¨ Does the logo appear in one of the corners of the layout?

¨ Is it appropriate to include the tagline?

¨ Is there sufficient clear space around the logo (and tagline)?

¨ Is there sufficient contrast between the logo and the background?

¨ Does the logo align to the grid?

Line graphics

¨ If the communication is high-profile, are line graphics used?

¨ If custom-made, does the line graphic use 2–3 lines?

¨ Do the lines intersect?

¨ Do the lines extend to the edge of the layout?

¨ Are the lines visible and all the same color?

¨ Do the lines follow the prescribed weights for the layout size?

¨ Do the lines enhance the layout rather than detract from it?

Color

¨ Do the colors match the specifications in the guidelines?


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