Media Kit
The Aimsun brand is important to us! We’ve provided logos for download below but please check the brand guidelines before using them.
If you have any questions or need additional material, please contact us at communications@aimsun.com.
Brand Guidelines
Logos
Horizontal Lockup
This is our logo. It represents us as a brand: technical, yet modern and approachable. The two dots provide a connection to the system extension, particularly when used in color.
Lockups are comprised of two pieces: the wordmark and the icon. The lockup structures illustrate the scale and spacing relationships shared between the wordmark and icon.
The horizontal lockup is the preferred lockup and should be used over the vertical lockup when possible.
Clearspace
The minimum clearspace around the horizon- tal lockup is represented here by ‘x’ which is equal to the height of the letter ‘a’ in the wordmark.
Scaling
The smallest recommended size is 20px tall for digital or 0.125″/3.175mm tall for print to ensure legibility.
Icon & Wordmark Lockup
Lockup - Structure
Within horizontal lockups, the Aimsun icon scale relationship is 125% of the wordmark height.
Lockup - Clearspace
Lockup - Minimum Size
Digital: 20px tall
Print: 0.125″ / 3.175mm tall
Wordmark
The wordmark can also be used independently of the lockup to represent the Aimsun brand. It is also used in proximity to the icon.
Clearspace
When placing the wordmark make sure to maintain sufficient clearspace to ensure other elements do not interfere with its integrity.
When using the wordmark in a crowded environment we suggest using a clearspace measure. The minimum clearspace around the logo is represented here by ‘x’ which is equal to the height of the overall logo.
Scaling
When reducing and enlarging wordmark assets it is important that the proportion and weight of our wordmark stay consistent.
Our wordmark can scale as large as necessary to suit the application, but the smallest recommended size is 15px tall for digital or 0.1″/2.5mm tall for print to ensure legibility.
Two Color Wordmark
(Primary)
One Color Wordmark
(for light color backgrounds)
Clearspace
Minimum Size
Digital: 15px tall
Print: 0.1″ / 2.5mm tall
Icon Lockup
This is our icon. It is derived from three concentric circles, but offset to suggest constant movement.
The icon is a secondary element; it is not our logo, so is not a recommended expression for the Aimsun brand if used alone*.
Clearspace
The minimum clearspace around the logo is represented here by ‘x’ which is equal to the height of the center circle
Scaling
The smallest recommended size is 20px tall for digital or 0.15″/4mm tall for print to ensure clarity.
*The exception is in social media contexts where the secondary mark may be used as an avatar when the full name ‘Aimsun’ appears next to it.
Primary Icon
Primary Icon - Build Logic
Primary Icon - Clearspace
Primary Icon - Minimum Size
Digital: 20px tall
Print: 0.15″ / 4mm tall
Typography
Regular Aimsun
Our primary typeface, Regular Aimsun, is a contemporary geometric sans-serif.
We use 3 weights: Light, Medium and Bold. Medium is the preferred weight, to be used in both headline and body copy situations. Using a single type weight in the majority of situations helps to project a clear message, with strength in its simplicity.
Use a maximum of 3 type sizes per layout whenever possible.
Typeface
The Regular Aimsun family is our primary typeface, used for headlines, display, and body copy.
The Regular Aimsun family is our primary typeface, used for headlines, display, and body copy.
Regular Aimsun Medium
is used for body copy and can also be used as headlines.
Regular Aimsun Bold
is used for subheads to differentiate from body copy.
Regular Aimsun Light
is used for both large headers and display type.
Usage Guidelines
When using our fonts, try to adhere to these point size and leading guidelines. This will provide greater consistency between applications and communications. To ensure a modern presentation of text, please avoid using too many sizes and weights within a single execution.
Case
Sentence case is preferred for all communications.
Alignment
All text should be left-aligned for consistency; please do not center or right-align text.
Leading
The term leading refers to the space between lines of type. Adhere to the guidance opposite for best practices when building communications.
Tracking
Tracking is the space between letters. Please set all fonts with 0 tracking, letters should never “crash” or touch each other.
Column Widths
It is important that the width of the column is optimal for legibility. We recommend the column width be no more than 72 characters wide (counting spaces and punctuation). Unless it’s a headline, a column with less than 15 characters will create unsightly
line breaks and gaps.
Usage
Fallback Typography
Because Regular needs to be purchased and installed on individual operating systems, there may be times when it is not available. In their absence, Arial should be used as our fallback typeface.
Use cases may include: internal memos, “nancial statements, email newsletters and/ or legal contracts
Fallback Typeface
The Arial family
is our fallback typeface, used when Regular Aimsun is not available.
The Arial family
is our fallback typeface, used when Regular Aimsun is not available.
Arial Regular
is used for body copy and can also be used as headlines.
Arial Bold
is used for subheads to differentiate from body copy.
Color
Palette
Important:
While there is no single brand color, Navy is our primary color and is used as our black, especially for text.
The softer colors including pink, light blue, and tan are most used as backgrounds, or to create tonal artwork with other colors.
Colors
Suggested Color Pairs
Using our brand colors together can provide a flexible range of color pairs, altering the tone from quiet and formal to bold, bright, and informal.
This diagram shows some recommended color pairings within our palette, divided into quieter and bolder groupings. The last grouping is only recommended for use with backgrounds or tonal elements.
When selecting color pairings, ensure that there is enough contrast between colors (particularly when using type), and that the selected colors don’t vibrate with each other.
Color Pairs — Tonal, Quieter
Color Pairs — Bolder, Brighter
Color Pairs — Soft (Backgrounds Only)
Wordmark and Icon on color
The diagram opposite demonstrates how our wordmark and icon should (or shouldn’t) be used over our brand colors. In all cases, we are aiming for consistency, legibility and contrast.
For colors in the top row, the wordmark should be used in the reverse color (white), for maximum contrast. The icon can also be used.
For colors in the bottom row, the wordmark should be used in a single color (navy).
The yellow does not contrast enough with the background color.
Colors
Governance
Partnerships
We are happy to be working with you but we kindly ask that you adhere to the following:
- Do not use the Aimsun name or marks as part of your own
- Do not use Aimsun in any advertising without our explicit
approval - Do not use Aimsun assets or similar words/marks on
merchandise
General terms
i) Aimsun permits its customers, third-party developers, partners and the media (“you”) to use its name, trademarks, logos, web pages, screenshots and other brand features (the Aimsun “brand features”, “marks” or “logos”) only in limited circumstances and as speci!ed in these guidelines. By using the Aimsun marks, you agree to adhere to these guidelines and specifically to the Use Requirements and Terms below. If you have a separate agreement with Aimsun that addresses use of the Aimsun brand, that agreement shall govern your use of the Aimsun marks.
ii) The Aimsun marks include the Aimsun name and logo, and any word, phrase, image or other designation that identifies the source or origin of any Aimsun products.
iii) Trademarks are: a) Aimsun and b) the Aimsun logo.
Trademarks
“Aimsun” text usage guidelines
i) The company name is “Aimsun”. Write the name “Aimsun” in sentence case; do not write “aimsun” or “AIMSUN” or “aimsun.”.
ii) Do not use alternative spellings such as “Aimsum” or “Ainsum”.
iii) When referring to our software, do not call it “Aimsun”. Call it “Aimsun software” or “Aimsun Next”. The same rules apply to the other solutions.
iv) Do not register a domain containing the word “Aimsun” or any variation thereof. Deliberate misspellings and transliterations are also not permitted.
v) Do not apply for a trademark that includes the word “Aimsun,” our logo, or any other words or marks similar to our own.
vi) Do not use “Aimsun” or our other trademarks in connection with advertising (search engine or otherwise) without explicit approval from Aimsun.
Logo use guidelines
- Ensure that there is adequate space between the logo and surrounding elements.
- Do not modify the logo or use it in a confusing way, including suggesting sponsorship or endorsement by Aimsun, or in a way that confuses Aimsun with another brand
- Don’t use any logos or similar imagery to represent Aimsun or our software or sevices other than the downloadable logos provided.
- Don’t use an Aimsun asset as a substitute for your own
- Don’t overprint or obstruct any part of the logo
- Don’t add special effects such as shadows or reflections to the logo
- Don’t use old versions or any other marks or logos to represent our brand
- Don’t distribute or otherwise make available our logos, marks or assets
- Don’t stretch, distort or crop the logo
- Don’t outline the logo
- Don’t rotate any part of the logo
- Don’t re-create using any other typeface
- Don’t change the transparency of the logo
- Don’t alter the colours of the logo
- Don’t change the size or orientation of the elements of the logo in relation to each other
- No disparaging or objectionable use is permitted
Screenshots
i) Screenshots of any Aimsun software and the Aimsun website are permitted for instructive, educational or illustrative purposes.
ii) Don’t alter screenshots, except to resize
iii) Don’t include screenshots in your product user interface
iv) Don’t use screenshots that contain third-party content without the permission of the third party
v) Don’t use screenshots that contain an image of an identi!able individual or other personally identi!abl information.
Use requirements and terms
i) Any use of Aimsun brand assets must conform to these guidelines
ii) These guidelines may be modified at any time. Use of the Aimsun brand assets constitutes consent to any modifications to the guidelines
iii) Aimsun has sole discretion in determining if use of the Aimsun assets violates these guidelines
iv) Termination: Aimsun may ask that you stop using the brand assets at any time. In the event of termination, use of brand assets must stop within a reasonable period from the date of the request, and in all cases no more than 7 days from the date of the request
v) Reservation of Rights: Aimsun is the owner of all rights in the marks and reserves all rights save the limited license granted here. Use of the Marks pursuant to this license shall not be construed as limiting the rights of Aimsun in the Marks
vi) Aimsun disclaims any warranties that may be expressed or implied by law regarding the Aimsun marks (to the extent permitted by law) including warranties against infringement
vii) Contact us (at communications@aimsun.com) to request use of brand assets in a manner inconsistent with the guidelines or for any questions
Logos for download
Digital
Download the PNG or SVG files if you want the logo with transparent background – this is best if you want to use the logo somewhere that already has a colored background. Download the JPEG files if you want the logo with a white background.
