Brand Resource Center
There are many mediums in which marketing can be applied. It is important that the American Academy of Orthopaedic Surgeons (AAOS) brand remains consistent across print, digital, video and social channels.
In print applications, “initial view” refers to the cover of materials with multiple pages or the front of one-sided materials. It is preferred that the AAOS logo appears on the initial view of all printed materials in a visable and recognizable location.
Packaging, book covers, page design:
- Design should be developed with some visual consistency and specificity within product lines or sub-brands to reinforce specific brand identity, encourage recognition and protect expected experience.
Websites and Microsites
The logo must appear near the upper left before any user interaction (click, scroll, input, etc.), as well as at the bottom of the page in the footer. If possible, clicking on the AAOS logo should redirect users to aaos.org.
The logo does not need to appear on pop-ups or redirected pages.
For more detailed information on brand application for the web, reference our Web Style Guide.
When designing web advertisements, the AAOS logo must appear somewhere on the ad. Clicking the ad should direct users to the appropriate web page.
For HTML emails such as sub-brand newsletters, the logo should appear in the upper left-hand corner if possible.
When sending an automated message through Personify, the dual, three-color horizontal logo should be used across the top of the message. If legibility is compromised, default to the dual, three-color vertical logo.
Employee signatures should follow the standardized design of the appropriate logo (dual, vertical three-color logo) to the left, with the social media icons under the logo. Employee information such as name, position and contact information is to the right of the logo. Clicking the AAOS logo should direct users to aaos.org.
If a video is created or licensed by the AAOS it should either have a logo at the beginning, end, or a watermark throughout. The two-color, two-line is the preferred logo as long as readability and other guidelines are maintained. If readability or asthetics are impaired, consider the one-color, two-line logo in Paper White or Registration Black. The core signature in Paper White and 33% opacity is preferred for a small watermark (sometimes called a BUG).
Elements of the AAOS logo cannot be isolated or altered in any way. The activity circle may not be animated as a transition, or changed in color for any video. Standard transitions such as flying in, bouncing in or dissolving are acceptable treatments for the entire AAOS logo.
When creating a "Talking Head" video for AAOS, to be featured in conjunction with an AAOS product or program, or to be presented at a meeting, conference or event on behalf of AAOS, an AAOS-branded virtual background can be provided by the brand team. In lieu of a branded background, videos should be recorded against a plain background using an Academy-approved video recording program. Any product or program branding can be added by Academy staff post-production.
The AAOS social media presence represents and elevates the organization’s brand with content and information that reflects the AAOS strategic plan and core values. Key audiences for the AAOS social media accounts include members, media, public, patients, policymakers and others. Imagery posted on any AAOS social media accounts should have a consistent visual style that echos the preferred photography style.
The AAOS Marketing and Communications team are the only individuals permitted to open new branded social media profiles for the organization. Creating a new social media account internally is a thoughtful and detailed process.
Other Brand Applications
There are occasions when we want to include the AAOS logo on premium items, giveaways, wearable merchandise, etc. These can be challenging applications due to space/size and production process limitations. Use good judgment when selecting these kinds of items to ensure they are appropriate, useful and not overly gimmicky. These items should serve a practical purpose and support a communication objective. When selecting such items and determining logo placement on them, best practices call for you to:
- Use the appropriate logo for the purpose (preferred two-line, two-color logo).
- Use the small space logo only in very small applications.
- Reconsider the selection if the logo doesn’t fit appropriately.
- Not connect the logo to other copy or words or graphic elements.
- Provide logo according to vendor’s specifications, size and file parameters.
- Provide correct fonts and color codes to the vendor for the logo printing.
- Request and expect proof to approve before production.
Additionally, consider the production quality and process the vendor proposes. There are known limitations with rendering our logos with the full organization name appropriately and legibly with many production techniques such as imprinting, embossing, engraving, silk screening and embroidery. Some of these techniques will require a sizeable logo to prevent the organization name from “closing up” and becoming hard to read. Production limitations should not dictate poor use of brand identity or require the AAOS to reduce or compromise our brand identity standards.
The AAOS logo may also be used in signage for events. Provide appropriate size, color, font and logo images to the printer for the best possible outcome. In the case of backdrops or step-and-repeat banners, ensure the printer adheres to the graphic-free zone guideline when duplicating the logo multiple times.
Can't find what you're looking for? Email the Branding Team or download the full AAOS Brand Guide (PDF).