The master brand
The initialism AO forms the AO master brand and is the main application. Its soft, curved form represents the fact that people are at the heart of the AO, and the connected letters represent the community mindset.
One system fits all: All sub-brands follow the same principle. The names of the power and flagship brands, regions of clinical divisions and community pillars are placed on the left or below the master brand, depending on the category.
In general, every AO logo should be readable. The height of the master brand in combination with a word mark should be no less than 4 mm. The minimum height of the single master brand is 3 mm
The sizes refer to the height of the AO master brand.
Master brand = AO logo
The brand architecture is structured as follows: The master brand is on the first level; all sub-brands are arranged with the appropriate extension or descriptor next to or below the master brand.
File naming: digital
File naming: print
File naming: office
Clinical divisions and units
– ei_ (Educational Institute)
– ari_ (Research Institute Davos)
– itc_ (Innovation Translation Center)
Master brand regions
Master brand countries (Example)
Third level (specific)
Divisional countries (Examples)
Pantone® full color
Digital media, lucent
Digital media, vectorised
Mind the size
The logo sizes vary depending on the medium.
Please note: For optical reasons, the AO master brand is always placed slightly larger than the brands with extension. The exact sizes per medium can be found in the list.
Logo use: Get it right
The AO brand architecture regulates the handling of all brands within the AO organization.
In order to maintain the consistency and clarity of this structure, it is essential that the different brand levels are strictly adhered to and not linked or modified.
The use of clear space is essential in preserving the logo‘s integrity.
It defines the minimum distance to the format edge and other design elements. The protection zone corresponds to one-half the height of the AO master brand (1).
In exceptional applications, you can use the minimum amount of clear space. This is one-third of the height of the AO master brand (2).
Standard clear space: one-half of the logo height
Minimal clear space: one-third of the logo height
Where to place
The logo is placed asymmetrically. The distance between the logo and the top edge is never the same as the distance to the edge.
Usually, the logo is placed in the upper left corner because of the horizontal and vertical extension of the AO master brand logo. Depending on the communication medium, the logos can also be placed on the top right or bottom right. Especially when the master brand logo appears alone.
Exceptions: If the communication medium to be designed has specific characteristics, then the logo is placed in the appropriate context, eg, in digital media (smartwatch = centered) or labeling locations (facade = centered).
Please note: For optical reasons, the AO master brand is always placed slightly larger than the brands with extension. The exact sizes per medium can be found in the AO brand guidelines (PDF) list on page 33.
Logo placement, examples
Getting it right
The AO logos are subtle and should not be the main focus of an asset. It needs to be part of the design, and not the main focus.
If possible, place the logo in the top left corner. If this placement poses a risk to readibility or the layout, a different solution is permitted.
These examples show how logos are placed schematically in different media formats. Find guidance on logo placement for Microsoft Office documents in → Chapter 3: Applications
In living color
The AO logo comes in four colors: blue, white, black, and gray (in selected applications). Wherever possible, use the official AO blue tone.
Make sure there is sufficient contrast when placing the logo on background images.
Logos on backgrounds
Staging and backdrops
The first thing to do when placing the logo is to ensure readability—a must.
The blue logo should be used wherever possible. The negative version of the logo is used on blue or dark backgrounds if readability cannot be guaranteed.