aacrao-logo_transparent

 

AACRAO is a non-profit, voluntary, professional association working to make higher education more responsive to learners. With a membership of more than 15,000 higher education professionals at approximately 2,300 institutions in more than 40 countries, collectively representing over 16.5 million enrolled students, the association provides advocacy, research, and policy-based guidance and training to higher education professionals to smooth the path for learners at every stage of their journey.

AACRAO Logos

    Typography

    Lusitana: Used for headings (H1, H2, H3, etc.)

    Rationale: Lusitana is chosen for headings due to its classic and authoritative serif design, which aligns with AACRAO's rich history and the formal nature of higher education. Its clear, readable forms convey a sense of stability and trustworthiness.

     

     

    Open Sans: Used for Paragraph Text

    Rationale: Open Sans is a modern, sans-serif typeface that ensures high readability and a clean appearance. Its neutral, humanist design supports AACRAO's commitment to clear communication while maintaining a contemporary look.

     

    Voice and Style

    Voice and Tone

    Voice: AACRAO communicates with the active voice, ensuring clarity and directness. This approach enhances engagement and makes our content more dynamic and authoritative.

    Tone: The tone should convey the weight of academic authority appropriate for an association with over 100 years of experience. We aim for a voice that is knowledgeable, respectful, and confident, reflecting AACRAO’s longstanding commitment to advancing higher education.

    Punctuation and Style

    Exclamation Points: To maintain a professional and authoritative tone, we avoid using exclamation points. Our communications should convey assertiveness and authority through carefully chosen language rather than punctuation.

    Ordinal Indicators: We do not use ordinal indicators (e.g., August 1st, 2nd, 3rd) when writing dates.

    Color

    Primary
    Hex
     #007dba
     #509e2f
    Secondary
    Hex
     #003087
     #4a773c
     #f7f7f7
     #8d8d8d
     #313640
     #5e366e
     #f0b323
     #a6192e

     

    #007dba - (Deep Blue): Represents AACRAO's established presence and professional authority. Blue is often associated with trust, reliability, and depth—qualities that resonate with the organization's history and mission.

    #509e2f - (Green): Symbolizes growth, stability, and renewal, reflecting AACRAO's role in advancing educational standards and practices.

    #003087 - (Dark Blue): Used for emphasis and contrast, reinforcing the primary blue tone while adding depth and formality.

    #4a773c - (Forest Green): Complements the primary green, offering a more subdued, natural tone that maintains the theme of growth and stability.

    #f7f7f7 (Off white) - Serves as a neutral background that enhances readability and ensures that text and other elements stand out clearly.

    #8d8d8d - (Gray): Provides a neutral tone for secondary elements, offering a sophisticated contrast without overwhelming the primary colors.

    #313640 - (Charcoal): Used sparingly for text or accents, this dark gray provides a modern alternative to black, maintaining a professional appearance.

    #5e366e - (Purple): Adds a touch of distinction and creativity, reflecting AACRAO’s role in innovating within the field of higher education.

    #f0b323 - (Gold): Highlights important information or calls to action, suggesting excellence and achievement.

    #a6192e - (Red): Used sparingly for alerts or critical information, red draws attention effectively while maintaining a professional tone.