The Academy of Management’s Branding Guidelines provide a single source of reference for AOM’s visual identity and brand elements, collecting the practices in use by AOM volunteers and staff, while also correcting and updating less effective brand use. This document is meant to be flexible as elements will be updated as the AOM brand evolves and grows.

What is a brand and why do we have branding guidelines?

A brand is an organization’s overall image in society. It is the thoughts and emotions evoked when “Academy of Management” is mentioned. It is how the organization is perceived by the public, and to also uphold the values that define AOM. The AOM brand combines every touchpoint made with AOM's audience—from membership renewal emails to face-to-face networking at the Annual Meeting. 

Through consistent presentation and representation, the AOM brand forges strong bonds. AOM’s logo is the most visible brand representation, though it is a single element in a complex image. Branding encompasses the language used, the fonts and colors selected, tone, events, and every communication produced. How AOM is perceived is established on multiple levels, not only by look, but most importantly, through members’ experiences.

A brand has a powerful impact on people and communities. A strong brand will continue to shape the way people think and feel about the Academy of Management. Using these standards will ensure the AOM brand stays consistent.

As representatives of the brand, AOM members and staff are disciplined in the way the organization is presented. While creativity in bringing the AOM brand to life is encouraged, it is important to do so within these guidelines.

Brand Positioning

The Academy represents more than a professional association: it represents a bridge to the future of management and organization research. All AOM members, volunteers and staff have an obligation to represent the Academy’s brand through face-to-face and online communications. By presenting professional, consistent messages and a unified look, AOM’s reputation, name recognition and brand become stronger.

Please visit About AOM for information on AOM's mission, vision, and values.

Using AOM's Brand

Our brand is something all members and staff should be proud of! Adhering to these guidelines helps strengthen our brand and support our identity and the mission and values we represent.

Take the time now to change default fonts in Outlook, Word and Excel. When creating new documents, make sure the correct fonts and colors are being used.

The Communications and Marketing Team can assist with converting to these guidelines, whether it’s designing a customized logo, reviewing and formatting documents, or helping to install the right typeface on your computer. It should be noted that this is a “living” document. As new media and uses come to the fore, these recommendations are sure to evolve to accommodate them.

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