Brand Style Guide
WIP
01
Brand Fundamentals
Brand Positioning
We are the top gear that keeps the organization optimized and powered for performance.
Sentiment
The alchemy of our members and employees fuel our winning engine.
Foundation
Fearless Members + Innovative Resources + Influential Experience = More loft Meta. Machine. work horse?
Point of Difference
The M-FACTOR (Members, MarTech, Merchandising)
— Our integrated, click to brick, business approach that is built for today’s independent retailer.
Character
Our Character reflects how we act. It’s the lens that others see us through, the attitude they interact with and the basis for their experiences.
01 Best in Class
02 Progressive
03 Diverse
04 Simple
05 Courageous
06 Established
Voice & Tone
Our voice is the way we sound to the world, whether deep in conversation or celebrating the moment, we speak with pride and energy.
01 United
02 Genuine
03 Innovative
04 Humble
05 Experienced
06 Dependable
02
About AVB
We are AVB, a member owned not for profite buying group. AVB is short for Associated Volume Buyers. Formed in 1969 by a small group of appliance and television dealers, the organization now serves thousands of independent retailers in the appliance, electronics, furniture, and mattress categories. As members of AVB and its membership entities, these retailers pool their wholesale buying power. As a result, these retailers receive significant discounts fromnmanufacturers. They can better compete with the corporate “box store” giants like Lowes, Home Depot, or Best Buy. With nearly 4,500 members and over $19 billion in buying power, AVB is North America’s most significant, best-in-class, member-owned merchandising, and marketing organization.
03
Color
Basically the whole box of crayons to get creative with.
Solids – Primary Palette
AVB – Black
Hex: #2c2c2c
RGB: 44-44-44
CMYK: 71-62-57-70
Pantone: n/a
AVB – Off White
Hex: #ecedeb
RGB: 236-237-235
CMYK: 6-4-5-0
Pantone: n/a
AVB – Gold
Hex: #b39365
RGB: 179-147-101
CMYK: 30-39-67-4
Pantone: 7562 C
Textures
04
Typography
Simple, Sweet, Objektive
Fonts
Objektiv is the preferred font to use if Adobe Fonts is available
Mulish is the substitute Google font to be used if Adobe Fonts IS NOT available.
05
Photography & Videography
How to carry our brand through photo and video.
Photography
Our Photography and use of images reflect the work we do and the people we create for. We aim to capture the stories of our members and the relationships we’ve built with them. We want to show the passionate drive and energy that characterizes the AVB family.
We use our own photos when possible, but if we don’t have appropriate images in our own libraries, we use i-stock images.
Photography
We use mockups of stationary, ads, merchandise, devices, and promotional materials to provide our members context around the work we do and to emphasize the digital nature of our services. Conserding the large age demographic of our users and how they are new to the field of digital marketing, this helps demystify our work and establish our credibility and reputation.
People
Whether we are shooting images of members or employees, we aim to represent our diverse community as inclusively as possible. There is no need to make them look like models, we want to capture them as authentically as we can.
