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					                           Architectural Signage

In this Guide:
Statement for Determining Compliant Logo Usage ........................................................................2
Outline of Considerations for Exception ......................................................................................4
Clarity and Readability ..............................................................................................................5
Descriptor and / or Logo Usage ................................................................................................6
Architectural..............................................................................................................................7
Heritage ..................................................................................................................................8
Translucent Signage Format ........................................................................................................9
Logo Within a Sentence ..........................................................................................................10
Logo Without a Network Ring ..................................................................................................11
White Background on Signage (lack of knock-out) ....................................................................12




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                    Architectural Signage

Statement for Determining Compliant Logo Usage
Throughout the process for club accreditation, many clubs have been faced with non-compliant issues
relating to the use of the AAA masterbrand and its descriptors. To create a clearer understanding of
guidelines among those involved in the accreditation process, this document addresses an outline of rec-
ommendations that requires the agreement of the Accreditation team, the Brand Management team and
the Staff Officers for implementation.
To address the concerns around inconsistency on matters relating to building signage, the following rec-
ommendations are put forth for consideration and adoption.
1. The present standards should remain unchanged, as they are written to provide guidelines for clarity,
   consistency, and uniformity throughout the association and individual materials. These standards
   work well for the majority of applications.
2. Each case is addressed individually to consider the overall impact a particular usage would present
   to the image of the AAA brand as a masterbrand and as a representation of the association.
3. Interpretative review is made by the Brand Management team of the Brand & Membership depart-
   ment. The Accreditation team presents these interpretations to the clubs informing them of the proper
   steps for disputing an interpretation. In the case of excessive cost for correction or architectural
   issues, including historical values, the club may submit support materials with the dispute for review
   and consideration for an exception.
4. In all cases, the use of the AAA masterbrand (oval with orbit) must meet the design elements as out-
   lined within the Brand Central Logo Usage Guidelines and no exception will be issued for creating
   new signage that does not meet the masterbrand design guidelines.
5. Due to inherent cost issues, situations for building signage that demonstrates a misuse of a descriptor
   within the masterbrand would be granted consideration for an exemption based on the severity of
   the misuse and how it affects the overall clarity, consistency and uniformity of the masterbrand.
   Examples of this would include 1) the use of lighting construction that requires the placement of addi-
   tional white space around the entire logo, 2) the misplacement of the descriptor that consists of the
   club name or the words Travel, Insurance and Emergency Services 3) clear space.
6. When an exception is granted for signage a statement clearly outlines why the exception is being
   granted for the sign. In addition, the exception is granted only for the signage in question and not
   for the construction or design concept that is creating the non-compliance issue. The club should be
   requested to bring the non-compliant signage into compliance at the time of replacement due to dam-
   age or depreciation.




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                    Architectural Signage

Working with numerous clubs each year presents multiple configurations of questionable masterbrand
usage. Flexibility is important in helping to meet the needs of the clubs, while still maintaining the stan-
dards of a clear, consistent and uniform look for the association. To provide an additional level of sup-
port for the clubs, an announcement will go to the appropriate club management, the year prior to their
accreditation, requesting them to review their signage and if in need of updating, to confer with the
Brand Management team prior to making costly purchases and insuring their signage is manufactured
to meet brand standards. The Accreditation and Brand Management teams look forward to working
with clubs to provide them with the support they need to meet their accreditation requirements and
maintain a uniform message/image of the association.


Henry Scarfo                                          Bob O’Keefe
Managing Director                                     Managing Director
Corporate Affairs                                     Brand & Membership




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                    Architectural Signage

Outline of Considerations for Exception
While the Brand & Membership team work closely with the Accreditation Commission to make interpre-
tation and recommendations regarding club brand compliance, the focus is always to assure that Brand
Management Quality Standards #1 through #4 are met as intended. At the same time, it is important to
provide reasonable corrective recommendations to the clubs while maintaining a clear, consistent and
uniform look for the association brand across all levels of use.
Brand Management Quality Standards #1 – 4 are directly tied to the Brand Central Logo Usage
Guidelines and provides room for interpretation and or exception by the Brand Management team;
whereby an exemption from the Brand Management Quality Standards requires Board approval.
When the Brand Management team evaluates club building signage for accuracy against the Brand
Quality Standards as outlined within the AAA Logo Usage Guidelines, each situation is subject to inter-
pretation around Clarity & Readability, Appropriate use of the AAA Symbol, Architectural Limitations,
Heritage and/or Classified Landmarks, and Signage Construction Formats. Some of the most often
encountered need for corrections occurs in matters around use of the masterbrand without the network
ring, use of a white background with the masterbrand, and using the masterbrand within a sentence
structure. In the following pages, we have displayed examples of signage we have encountered that
addresses these later concerns in addition to examples addressing the primary criteria for exception
grants.
The Brand Management team strives to provide the Accreditation Commission and clubs the highest
level of guidance and flexibility in handling unique situations and meeting Brand Quality Standard
basic requirements. Working together, we can maintain a high standard of presentation for the AAA
identity image.




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                         Architectural Signage

Clarity and Readability
Signage clarity and readability can be affected by a number of circumstances; size, content, location,
time, etc. The following demonstrates examples of Preferred, Acceptable, But Not Preferred, and
Unacceptable Clarity and Readability within club signage.
Preferred signage represents that which best fits within the AAA Logo Usage Guidelines and meets the
clarity and readability in its’ highest form.
Acceptable-Not Preferred signage represents signage that provides good clarity and readability with-
out completely meeting the AAA Logo Usage Guidelines. In most cases, the club is granted an excep-
tion provided the masterbrand is clear and unobstructed.
Unacceptable signage contains non-compliant issues to the AAA Logo Usage Guidelines in addition
to lacking clarity and readability for the consumer. In the example below, the AAA masterbrand is
crowded by extraneous text and overpowered by the sign atop which contains an outdated master-
brand. The club has been requested to correct the signage to provider greater clarity and readability
for the passerby.


            Preferred                           Acceptable-Not Preferred                              Unacceptable




Exceptions are granted for individual signs only and do not include other signage or similar use of the masterbrand design on
other materials. All signage exception must be brought within AAA Logo Usage Guidelines at the time of replacement due to
damage or depreciation. Exceptions will not be granted to new signage that is improperly created.




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                         Architectural Signage

Descriptor and / or Logo Usage
Research has shown the member and consumer do not recall the type that accompanies the AAA
masterbrand; just the masterbrand itself. For this reason, it is requested that only club names or one
of the seven core business lines be used within the descriptor area of the masterbrand. The one excep-
tion to this rule is the use of the words Plus or Plus/RV on bumper stickers and materials outlining
membership benefits.
            Preferred                           Acceptable-Not Preferred                              Unacceptable




                   Additional Forms of Unacceptable Descriptor Usage and Logo Usage


             Unacceptable Descriptor Use                                   Use of an outdated Masterbrand




Exceptions are granted for individual signs only and do not include other signage or similar use of the masterbrand design on
other materials. All signage exception must be brought within AAA Logo Usage Guidelines at the time of replacement due to
damage or depreciation. Exceptions will not be granted to new signage that is improperly created.




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                         Architectural Signage

Architectural
Building architecture and local ordinances can generate the need for special consideration toward
exceptions. In addition, where the cost of replacement exceeds the clubs financial resources or a master-
brand is embedded into a building or sign architecture requiring major reconstruction to change out the
signage, special considerations are provided on a per case basis. The following demonstrates examples
of Preferred, Acceptable-Not Preferred, and Unacceptable architectural and local ordinance require-
ments within club signage.
Preferred signage represents that which best fits within the AAA Logo Usage Guidelines while avoid-
ing reconstruction due to architectural design.
Acceptable-Not Preferred signage represents signage that uses a non-compliant masterbrand in order
to accommodate an architectural feature.
Unacceptable signage contains non-compliant issues to the AAA Logo Usage Guidelines in addition to
lacking true architectural or local ordinance rationale. In the example below, the AAA masterbrand is
lacking the network ring. Since the sign is not part of the building, nor controlled by local ordinance,
the club should redesign the signage to allow space for the network ring.
            Preferred                           Acceptable-Not Preferred                              Unacceptable




Exceptions are granted for individual signs only and do not include other signage or similar use of the masterbrand design on
other materials. All signage exception must be brought within AAA Logo Usage Guidelines at the time of replacement due to
damage or depreciation. Exceptions will not be granted to new signage that is improperly created.




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                         Architectural Signage

Heritage
Heritage refers to specific cases where existing AAA signage is considered to be a landmark to that
city. In situations such as these, where the heritage is recognized by the city, not just the club; an excep-
tion is given full consideration and generally granted. The photo below depicts a AAA sign on a build-
ing located in downtown Manhattan. This signage dates back to 1922 and is considered a landmark
by the city of Manhattan.




Exceptions are granted for individual signs only and do not include other signage or similar use of the masterbrand design on
other materials. All signage exception must be brought within AAA Logo Usage Guidelines at the time of replacement due to
damage or depreciation. Exceptions will not be granted to new signage that is improperly created.




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                         Architectural Signage

Translucent Signage Format
Many clubs are using the translucent sign formats as a less costly signage than neon signage.
Translucent sign consists of Plexiglas facing encased within a metal framework that holds the lighting
elements. There are numerous configuration of this construction method; some of which work better than
others. The following are examples being used today. While all of these are acceptable for use, only
samples 1 and 2 are considered preferred; sample 3 is considered Acceptable-Not Preferred due to the
unstructured look of the masterbrand with the inconsistent white surrounding the network rings. To help
ensure the best surrounding for the AAA masterbrand when using the any construction format, contact
Brand and Membership at 407 444-7613 before signage is completed. They are there to serve you
in finding additional ways to meet your needs while creating the most professional presentation for the
masterbrand.
            Preferred                                      Preferred                           Acceptable-Not Preferred




                 (1)                                           (2)                                            (3)
Exceptions are granted for individual signs only and do not include other signage or similar use of the masterbrand design on
other materials. All signage exception must be brought within AAA Logo Usage Guidelines at the time of replacement due to
damage or depreciation. Exceptions will not be granted to new signage that is improperly created.




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                         Architectural Signage

Logo Within a Sentence


ture. For this specific issue, there are no exceptions. The masterbrand is an icon and should never be
Periodically, situations will be found where the masterbrand is being used as part of a sentence struc-

used within a sentence structure. The following photos reflect signage examples. This guideline holds
true for situations within signage, print or electronic media.


           Unacceptable                                                           Preferred




Exceptions are granted for individual signs only and do not include other signage or similar use of the masterbrand design on
other materials. All signage exception must be brought within AAA Logo Usage Guidelines at the time of replacement due to
damage or depreciation. Exceptions will not be granted to new signage that is improperly created.




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                         Architectural Signage

Logo Without a Network Ring
The masterbrand logo consists of a red oval with the three ‘A’s equally aligned and a blue network ring.
The addition of the network ring to the logo has created a more progressive look to the AAA symbol,
which has been acknowledged by the membership; however, it has required more space to maintain
the original size of the previous logo which consisted of simply a red oval. The important element to

and very little if any of the verbiage that we attach to the logo. With this in mind, the following exam-
keep as a priority in signage development is that the member and consumer only recognizes the logo

ples demonstrate signage that could have incorporated with masterbrand with the network ring.
There are few exceptions for avoiding use of the network ring. The only standing exception is in the
use of the AAA oval within an environment where the oval would become less than 5/32nds of
an inch in height – a situation most often found on web sites or in TourBooks. Most other applications
exist due to failure to consult with brand management quality standards prior to the development of
new signage.
The following are examples of signage that exist, but are not considered Preferred due to the lack of the
network ring.


                                       Not




PreferredNot Preferred                                  Not Preferred




Exceptions are granted for individual signs only and do not include other signage or similar use of the masterbrand design on
other materials. All signage exception must be brought within AAA Logo Usage Guidelines at the time of replacement due to
damage or depreciation. Exceptions will not be granted to new signage that is improperly created.




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                         Architectural Signage

White Background on Signage (lack of knock-out)
The Brand Central Logo Usage Guideline states and demonstrates that the masterbrand should contain
a ‘knock-out’ within the oval portion. A ‘knock-out’ means providing open spaces between the letters,
allowing the background color to come through the entire masterbrand. This is done to provide more
depth and clarity to the masterbrand. Again, there are situations that require an exception to this guide-
line. These include environments where the background color is dark to the point of obscuring the clarity
of the masterbrand. The building signage in example 1 below shows signage with a knock-out; howev-
er, if this building were another shade or two darker, the masterbrand would begin to lose clarity

from fading into the background. Another example of exception for a white background behind the
against the wall. The use of a white background, shown in example 2, helps to keep the masterbrand

oval portion of the masterbrand is the use of the masterbrand on glass doors, see example 3. In this

necessary to place a white background to the oval portion of the masterbrand. When using a white
case it is recommended to use an all white logo, but if you choose to use a two color logo it may be

background with the masterbrand, it is preferred to use it behind the oval only and not behind the
entire logo. If you plan to place a background behind the entire masterbrand, please use a consistent
frame around the entire logo such as the two preferred examples shown in the Translucent Signage
Format section.
       Example 1                       Example 2                                 Example 3 (Glass Doors)
       Acceptable                      Acceptable                                     Acceptable




Exceptions are granted for individual signs only and do not include other signage or similar use of the masterbrand design on
other materials. All signage exception must be brought within AAA Logo Usage Guidelines at the time of replacement due to
damage or depreciation. Exceptions will not be granted to new signage that is improperly created.




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