The Importance Of This Manual And Identity Standards

The purpose of this manual is to guarantee the consistency of our brand image. We accomplish this by defining the guidelines for the use and application of our corporate logo in our marketing and communications materials.

Our image and our brand identity are seamlessly intertwined: our image is our brand identity, as our brand identity is our image. How we present ourselves to our current and prospective clients defines and reinforces that union of image and brand identity. Graphic continuity is a vital sign of our stability and reliability.

Equally important are our graphic standards, as they legally preserve our trademarks, service marks and copyrights. Maintaining these standards helps to avoid any fragmentation of the identity rights in which we have invested.

Please use this manual as your guide to AlixPartners’ identity standards. Do not stray from these directives. By adhering to them, we can assure the continued recognition of AlixPartners as the superior organization we are.

OUR CORPORATE LOGO

We Have Invested Significantly In Our Corporate Logo.

Our logo is the critical design element that represents our organization. It is the element that symbolizes our devotion to our brand and distinguishes us from our competition. Do not alter or distort the logo in any way.

Please keep the following guidelines in mind when applying the logo to any form of AlixPartners marketing and communications materials.

 

Colors

The colors shown are the only approved colors for use in the logo. No other colors may be used. Color control swatches have been provided; however, due to the differences in paper, printing equipment and other variables, it is imperative that a visual check be conducted to assure a complete visual match before printing.

Logo Area Control and Positioning

The logo must always have a proportionate amount of “white space” around it in all marketing and communications materials. Nothing may intrude upon the logo, or detract from it. Doing so compromises the integrity of the design. The example to the right demonstrates the typical white space required around the logo.

In addition, the logo must be properly positioned on all printed pieces. It must be kept horizontal at all times; never vertical, tilted or in conjunction with any other elements except our themeline, When it really matters. (See Text Usage Section)

Positive and Negative Reproduction

In the case that the corporate colors may not be appropriate or available for use, limited color substitution is permitted. Typically, this occurs in black-and-white or non-full-color printing. If the corporate colors are not appropriate, the logo may be reproduced in black. If the logo needs to be presented in “reversed” or “negative” appearance, it is acceptable to do so if it reversed out of a single, solid color of sufficient contrast to allow the logo to be seen clearly.

Unacceptable Usage

The examples listed below cover some, but not all, of the logo uses that are not permitted.

Please do not alter the logo in any way.

Again, this is not all-inclusive. If in doubt regarding the use of a logo, contact the AlixPartners Corporate Communications Office at 248-358-4420.

Special Circumstances

Not every logo usage can be addressed in this manual. An unanticipated circumstance may arise that calls for a ‘custom’ solution. In such a case, please contact the AlixPartners marketing department at 248-358-4420 to discuss appropriate alternatives.

Themeline Usage

Our themeline, When it really matters., is an important part of our overall identity. Certain rules regarding its use apply.

When used with the two-color logo, When it really matters. should be printed in blue (Pantone® 2747).

When used with the one-color logo, the themeline should be printed in the same color as the logo (black logo – black themeline).

In addition, the themeline should never be altered:

• Never reproduce the themeline in colors other than those described.

• The themeline must always be in English – do not translate When it really matters. into any other language for any purpose.

• When it really matters. must always appear in the approved AlixPartners typeface in italics.

• The visual structure of When it really matters. may not be altered in any way. Do not change the size relationship between the themeline and the logo.

• While the logo may appear without the themeline, the themeline When it really matters. may not appear without the logo except when the themeline is part of the content of marketing or communications materials.

 

YOUR ASSISTANCE IS IMPORTANT

The guidelines listed here are easy to follow. They are important and require your cooperation to make them effective. Without your assistance, the system cannot work.

We ask you to adhere to the standards presented. We understand that at times it will appear that exceptions have to be made for particular situations. In those cases, or if you simply have questions, please contact the AlixPartners marketing department at 248-358-4420 to discuss the circumstances.

Applying consistent brand identity standards will help us ensure a clear, strong corporate image.

Text Usage of Name

Our company name is AlixPartners. Referring to the firm as Alix-Partners in both verbal and written communications will help us build a strong continuity and emphasize the collaborative approach with our clients and referral source relationships.

This avoids confusion between our firm and the individual Jay Alix. Do not use Alix, AP, or any other abbreviated forms of the firm’s name. It is important to set these standards as our contacts, clients and the media take cues from how we represent the firm.

In print, our name may be simply referred to as AlixPartners. Please note that the name is one word, with a capital “A” in the beginning and a capital “P” in the middle. No other spelling is appropriate.

TYPEFACES

Typefaces play a major role in corporate identity since they are often associated with a particular company. Consistent use of designated type-faces unifies our look, strengthens our image and makes us more recognizable. AlixPartners has selected the Gibson families of fonts as our corporate typeface. The Gibson family should be used in all internal and external marketing and communication materials where possible.

There are also supporting Font families that are used in specific media when Gibson is not available or not applicable. These are below.

Sans-Serif Fonts

Serif Font