Brand Standards
On the application of the Institute's mark.
The wordmark of the American Institute for Michaels is the property of the Institute and may be applied only in accordance with the following standards. Members and chapters are reminded that mark misuse is grounds for written reprimand.
I The Mark
The Institute's mark consists of the abbreviated wordmark AIM rendered in Source Serif 4 Semibold at a tracking of +40 units, set adjacent to the Institute's seal. The seal and wordmark are designed to be presented together; either element may, in exceptional circumstances, be presented alone, but the seal shall not appear without the wordmark in any public-facing application.
II Approved Applications
Olive on parchment
The principal application. Used for stationery, signage, and the home page header.
Parchment on olive
Reversed treatment. Approved for institutional banners and printed brochures.
Parchment on navy
Restricted application. Approved for the colophon and footer only.
Single-color reproduction
For circumstances in which polychrome reproduction is unavailable, including newsprint and embossing.
III Unacceptable Applications
The following applications of the mark are prohibited under all circumstances. Any chapter or member observing such application is requested to report it in writing to the President's office.
- ✕ The mark applied to perishable consumables, including but not limited to: cured meats, frosted pastries, and any beverage marketed for its recreational properties.
- ✕ The mark rendered in a typeface other than Source Serif 4, or in a weight lighter than Semibold.
- ✕ The mark animated, rotated, distorted along any axis, or rendered in the so-called "isometric" perspective.
- ✕ The mark applied to articles of clothing intended for athletic or recreational use, save those expressly authorized by the Board.
- ✕ The mark juxtaposed with, or superimposed upon, the marks of other organizations, except as part of an officially co-sponsored event with prior written approval.
- ✕ The mark accompanied by the use of an exclamation point.
IV Inquiries
Questions regarding the proper application of the Institute's mark may be directed to the President's office at hello@michaelinstitute.org. The President is the sole authority on questions of mark application not expressly addressed in these standards, and her or his determinations are final.