BRAND GUIDELINES - Associated Press

ASSOCIATED PRESS 

BRAND GUIDELINES FEBRUARY 17, 2012

TABLE OF CONTENTS 

INTRODUCTION: 

THE AP BRAND 3 

1. STRATEGY 4 

1.1 Brand Values 5 

1.2 Brand Personality 6 

1.3 Following the Rules 7 

2. IDENTITY 8 

2.1 Logo 10 

2.2 Signature 11 

2.3 Clear Space 12 

2.4 Minimum Size 13 

2.5 Use and Misuse 14 

2.6 Brand Architecture 16 

2.7 Special Use Cases 17 

3. HOUSE STYLE 18 

3.1 Elements 19 

3.2 Grid 20 

3.3 Typography 26 

3.3.1 Print Text Styles 27 

3.3.2 Web Text Styles 28 

3.4 Color Palette 29 

3.4.1 Using the Palette 30 

3.5 Secondary Prompt 32 

3.5.1 Prompt Color 33 

3.6 Watermark 34 

3.6.1 Watermark Application 35 

3.6.2 Watermark Color 36 

3.7 Photographs 37 

3.7.1 Photograph Treatment 38 

3.8 Image Stream 39 

4. APPLICATION 41 

4.1 Digital Applications 42 

4.2 Print Applications 43 

4.3 Video Applications 44 

4.4 Environmental Applications 45 

5. ARTWORK 46 

5.1 AP Logo Artwork Guide 47 

5.2 Watermark Artwork Guide 48 

5.3 Grid Artwork Guide 49

INTRODUCTION: THE AP BRAND 

AP is unique in the world among news agencies 

in that our only agenda is news: We are solely 

focused on the mission of newsgathering, 

distribution and service. 

AP Brand Guidelines 

VERSION 1.0 

With more experience reporting and delivering news than any other 

agency, our independent standing and a strong commitment to the 

people’s right to know, we are the definitive source for trusted news. 

All of us at AP understand this extraordinary mission, which dates back 

to 1846. But it is also important to make a bold statement to customers, 

members and news consumers about what we do. 

A strong brand helps us be clear about who we are and what we stand 

for. It lets us reinforce what is unique about AP and what customers and 

consumers can expect when they encounter AP news, people or products. 

In 2009, AP undertook a strategic initiative to develop a masterbrand 

strategy that would define what makes us different from other news 

organizations, serve as a guide for business decisions and clarify the values 

and traits all AP staff embody. How do we best describe ourselves? As 

gutsy, resourceful and connected. What do we value? Integrity, action and 

independence. 

The AP visual identity system brings these traits and values to life. It allows 

us to leverage the great work we do by uniting under a comprehensive look 

and feel, driving competitive advantage and creating a distinct footprint in 

the media marketplace. 

This is your guide to the AP brand. 

3

1. STRATEGY 

The aim of this visual identity system is to make 

the AP Masterbrand Strategy come to life in all 

visual touch points. 

AP Brand Guidelines VERSION 1.0 1. Strategy 

No visual system can possibly communicate all that makes a place like AP 

successful. It can, however, present our organization, staff and work in a 

way that reflects our core values and strengths. The elements in the brand 

guidelines have been developed and crafted to do just that. 

They include a revised logo that is bold and straightforward and stands 

upright to stress integrity. Visual elements such as watermarks allude to 

AP’s connectedness — with sources, with customers, with technology. A 

new color palette shows the dynamic nature of our news company, and 

allows a much-needed flexibility to reflect our diverse array of products 

and services. 

Both the Masterbrand Strategy and the visual identity system emphasize 

the “One AP” concept of shared values and goals and leveraged strengths. 

With this brand toolkit, we have a visual system that differentiates us from 

competitors and is forward looking. 

4

1.1 BRAND VALUES 

INTEGRITY 

In an increasingly fragmented media world, AP’s values — integrity, action 

and independence — shape our trusted reputation and underscore the 

expertise that differentiates us from others in the industry. These brand 

values are the foundation for our behaviors, actions and culture. 

Sinceourbeginnings,APhasbeenthefirsttotelltheworldofmanyofhistory’s 

most important moments, from the assassination of Abraham Lincoln and 

the bombing of Pearl Harbor to fall of the shah of Iran and the death of Pope 

John Paul II. Whether it’s being on the front lines of 9/11, the Gulf oil spill, the 

earthquake in Haiti or the fall of Libyan dictator Moammar Gadhafi, AP’s core 

mission to cover breaking news plays out on center stage time and again. 


ACTION 

INDEPENDENCE 

INTEGRITY: Beijing based video journalist Ken Teh covers the violent street riots in 

Bangkok, as police squared off against Red Shirt demonstrators advancing to pour 

blood on government buildings. AP Photo by Sakchai Lalit. 

ACTION: In the height of the Libyan conflict, an anti-Gadhafi fighter is interviewed by 

Cairo-based journalist Hadeel Al-Shalchi and Paris-based cameraman Nicolas Garriga 

outside the town of Nalut. AP Photo by Lefteris Pitarakis. 

INDEPENDENCE: AP White House correspondent Ben Feller conducts a one-on-one 

interview with President Barack Obama. AP Photo by Pablo Martinez Monsivais. 

5

1.2 BRAND PERSONALITY 

GUTSY 

With 49 Pulitzer Prizes, more than any other news organization in the 

categories for which we can compete, the AP brand speaks for the people 

who work for us. Our brand personality traits — we are gutsy, resourceful 

and connected — reflect who we are and how we act, and make us stand out 

among news organizations. 

Since our creation 165 years ago, we have served as the definitive source for 

news. As we continue our evolution to a diversified digital news company, our 

brand promise remains the same. The AP Masterbrand Strategy enables us 

to channel our brand traits, personality, vision and promise into a new visual 

identity system that captures our history and guides our future. 


RESOURCEFUL 

CONNECTED 

GUTSY: As US troops battle insurgents in Iraq, AP photographer David Guttenfelder 

captures the action. AP Photo by Khalid Mohammed. 

RESOURCEFUL: In a black out during a night of heavy bombing in Afghanistan, AP 

Islamabad Bureau Chief Kathy Gannon files a story by lantern light in a basement. AP 

Photo by Dimitri Messinis. 

CONNECTED: Susan Henderson, head of broadcast service for North America, and 

Nico Maounis, production manager for AP Global Media Services, work with clients 

broadcasting live from the site at ground zero on the 10th anniversary of the 9/11 

terrorist attacks on New York. AP Photo by Ryan Scafuro. 

6

1.3 FOLLOWING THE RULES 

Consistently applied, the AP visual identity 

system plays a strong role in increasing AP brand 

recognition and reinforcing the strength of our 

relationship with all who value accurate and 

independent news. As a result, it is essential that 

these guidelines are followed closely and with care. 


On a practical level, these brand rules ease creation of AP branded 

communications, materials and products. Strategically, however, 

they increase visibility and awareness of AP, helping us stand out 

from the competition and promoting a “halo” effect that supports 

our business goals. 

The guidelines that follow are to help all AP staff — whether in 

product development, corporate communications, finance, news 

or sales — apply this system. They include detailed instructions on 

our basic identity elements, such as corporate signature, typeface 

and color, as well as the components of our “house” style, such as 

how we use photography, graphics and typography. Together, these 

components constitute a unique and compelling communications 

system for AP. 

7

2. IDENTITY 

Throughout its storied past, AP has relied on a 

strong reputation, set of standards and brand to 

enable its reporting of history. 

AP Brand Guidelines VERSION 1.0 2. Identity 

In 1902, The AP Board of Directors directed that the cooperative develop 

a “bug” to distinguish AP content from other providers. The design, 

produced by the Morgenthaler Foundry, started appearing in all member 

newspapers soon after. It has marked all AP copy since then, and given rise 

to a logo that has changed along with AP’s innovations and developments. 

The new AP logo, revised for the first time in 30 years, builds on that 

heritage and communicates a dynamic news organization competing in 

the digital age. 

1900 1933 1942 1945 1955 1961 1981 

Current (2011) 

8

“The Associated Press is the 

hallmark of accuracy and the 

little character represented by 

the logotype… will become the 

mark upon accurate news as 

sterling is the mark on genuine 

silver, or as the chemist’s mark 

to the genuineness of gold.” 


— AP GENERAL MANAGER KENT COOPER (1925-1948), 

LETTER TO NEW YORK WORLD EDITOR HERBERT BAYARD SWOPE, MAY 7, 1925 

9

2.1 LOGO 

The AP logo is the single most powerful element 

in our identity. 


It succinctly identifies us. Its upright black letterforms, solid baseline 

and red “prompt” underline are memorable and embody the values of 

integrity, action and independence. 

It still carries the DNA of our past bugs, while putting forward a fresh and 

contemporary look that transcends global boundaries. 

The white “container” is an integral part of the logo, allowing it to be 

applied to any kind of content. 

10

2.2 SIGNATURE 

The AP signature is a combination of the logo 

and the words “Associated Press” aligned on a 

horizontal axis. 

They follow simple rules to respect their integrity in all situations. 



11

2.3 CLEAR SPACE 

The AP logo and adjoining signatures follow 

simple rules to allow their integrity to be 

respected in all situations. 

Fig. 1 

Fig. 2 



THE ESSENTIAL GLOBAL 

NEWS NETWORK 


NEWS NETWORK 

CONTENT GOES HERE 

CONTENT GOES HERE 


It is perfectly acceptable to use a greater amount of space, leaving the logo 

ASSOCIATED PRESS as the dominant element and the signature a supporting element (figure 2). 


NEWS NETWORK Whenever possible, the AP logo should be positioned at the very top of the 

document, composition or application. 



NEWS NETWORK 


ESSENTIAL 


ESSENTIAL 



As a general rule, the width of the logo is the minimum protection area 

allowed on each lateral side of the mark, including when using the corporate 

signature. 

12

2.4 MINIMUM SIZE 

The AP logo should be dominant in any application. 

.2 inches 

PRINT DIGITAL 

50 pixels 


In print use, the logo should never be smaller than .2 inches in height. When 

used in digital applications such as the Web or on mobile devices, 50 pixel tall 

should be the minimum size. 

In special cases, such as icons which require a size smaller than the specified 

minimum, use a version specially rendered for that application. See section 

2.8.1 for special small-use cases and section 5 for included Artwork. 

13

IPSUM DOLOR SIT AMET 

LOREM IPSUM DOLOR SIT AMET 

Mediums Brights 

Brights 


width of logo = 1/10th of 100% = 10% = x 

2.5 USE AND MISUSE 

AP Medium Blue 

C98 M24 Y1 K3 Pantone 7461 C 

C100 M1 Y8 K10 Pantone 640 U 

R20 G105 B148 #146994 

AP Medium Green 

C51 M5 Y98 K23 Pantone 377C 

C27 M0 Y97 K13 Pantone 390U 

R102 G153 B0 #669900 

R163 LOREM G190 B13 IPSUM #A3B30D DOLOR SIT AMET 

In any applications, the AP logo should always 

AP Bright Blue 

be C84 M21 legible, Y0 K0 Pantone 2925Cdominant 

and AP Bright unobstructed. Yellow This is 




R28 G148 B208 #1C94D0 


essential to strengthening the AP brand. 

AP Medium Yellow 



R209 G150 B0 #D19600 

AP Bright Green 

AP Medium Purple 


C74 M98 

C32 

Y2 

M0 

K12 

Y82 

Pantone 

K0 Pantone 

2613C 

382U 

C56 M79 

R163 

Y0 

G190 

K0 Pantone 

B13 #A3B30D 

526U 

R102 G7 B117 #660775 

AP Bright Yellow 



R236 G178 B0 #ECB200 

AP Bright Purple 




R181 G3 B176 #B503B0 

LOREM IPSUM DOLOR 

SIT AMET 





R28 G148 B208 #1C94D0 


LOREM IPSUM DOLOR SIT AMET LOREM IPSUM DOLOR SIT AMET 



R236 G178 B0 #ECB200 





R181 G3 B176 #B503B0 


Consectetur adipiscing elit. Maecenas at massa felis, non 

commodo lorem. Nulla tellus enim, cursus ut volutpat eu, 

aliquet vel metus. 

width of application = 100% 


SIT AMET 



Lorem ipsum dolor sit amet, consectetur adipiscing elit. 

Maecenas at massa felis, non commodo lorem. Nulla tellus 

enim, cursus ut volutpat eu, aliquet vel metus. 

LOREM IPSUM 

Consectetur adipiscing elit. 

Maecenas at massa felis, non 

commodo lorem. Nulla tellus 

enim, cursus ut volutpat eu, 


Duis ut urna eu sem consectetur imperdiet et 

sed tortor. Nullam risus sapien, semper ut 

cursus a, mattis nec dolor. Nulla eu felis eget 

turpis ornare ultricies sed sit amet nulla. Morbi 

et scelerisque lacus. Fusce dictum sollicitudin 

lorem, vel malesuada nibh lacinia a. Vestibulum 

posuere fringilla magna ut tincidunt. 





Duis ut urna eu sem consectetur imperdiet et sed 

Duis ut urna eu sem consectetur imperdiet et sed tortor. Nullam 

risus sapien, semper ut cursus tortor. a, mattis Nullam nec dolor. risus Nulla sapien, eu felis semper eget ut cursus a, mattis 

turpis ornare ultricies sed nec sit amet dolor. nulla. Nulla Morbi eu et felis scelerisque eget lacus. turpis ornare ultricies 

Fusce dictum sollicitudin sed lorem, sit vel amet malesuada nulla. nibh Morbi lacinia et a. scelerisque lacus. Fusce 

Vestibulum posuere fringilla dictum magna sollicitudin ut tincidunt. lorem, vel malesuada nibh lacinia 

a. Vestibulum posuere fringilla magna ut tincidunt. 

Vivamus ut nibh vitae libero semper. 



tortor. Nullam risus sapien, semper ut cursus a, 

mattis nec dolor. Nulla eu felis eget turpis ornare 

ultricies sed sit amet nulla. Morbi et scelerisque lacus. 

Fusce dictum sollicitudin lorem, vel malesuada nibh 

lacinia a. Vestibulum posuere fringilla magna ut 

tincidunt. Vivamus ut nibh vitae libero semper 

placerat molestie sed lacus. 








LOREM IPSUM 














LOREM IPSUM 



tortor. Nullam risus sapien, semper ut cursus a, mattis 

nec dolor. Nulla eu felis eget turpis ornare ultricies 

sed sit amet nulla. Morbi et scelerisque lacus. Fusce 

dictum sollicitudin lorem, vel malesuada nibh lacinia 












LOREM IPSUM 








risus sapien, semper ut cursus a, mattis nec dolor. Nulla eu felis eget 

turpis ornare ultricies sed sit amet nulla. Morbi et scelerisque lacus. 

Fusce dictum sollicitudin lorem, vel malesuada nibh lacinia a. 

Vestibulum posuere fringilla magna ut tincidunt. 


LOREM IPSUM 

Dominant logo leads the way. 


Always place the mark as the lead into the content — neither below nor 

following the content. Content should not clutter this logo. This is to ensure 

the AP logo is highlighted and not lost. 



mattis LOREM nec dolor. Nulla IPSUM eu felis DOLOR eget turpis SIT ornare AMET 







SIT AMET 












SIT AMET 

Exceptions: When LOREM the IPSUM document DOLOR SIT AMET is in a right-to-left language, such as Arabic 

or Hebrew, the mark should live on the right side where the content begins. 





LOREM IPSUM LOREM Duis IPSUM ut urna eu sem DOLOR consectetur imperdiet SIT AMET 

et 



































LOREM IPSUM tincidunt. Vivamus ut nibh vitae libero semper 

Consectetur adipiscing placerat molestie elit. Maecenas sed lacus. at massa felis, non 





14 

LOREM IPSUM DOLOR SI 

Lorem ipsum dolor sit amet, consecte 

Maecenas at massa felis, non commod 

enim, cursus ut volutpat eu, aliquet ve 

LOREM IPSUM 






LO 

D 

se 

c 

tu 

e 

lo 

p 

LOREM IPSU 

Duis ut urna eu sem 

LOREM IPSU 

tortor. Nullam risu 

mattis Duis ut nec urna dolor. eu sem N 

ultricies tortor. Nullam sed sit risu am 

Fusce nec dolor. dictum Nulla solli eu 

lacinia sed sit amet a. Vestibulu nulla. 

tincidunt. dictum sollicitudin 

Vivamu 

placerat a. Vestibulum molestie posus 

Vivamus ut nibh vi 

LOREM IPSUM 

Consectetur adipiscing elit. Maecenas a 

commodo lorem. Nulla tellus enim, curs 


Consectetur adipiscing elit. Maecenas a 

commodo lorem. Nulla tellus enim, curs 


Duis ut urna eu sem consectetur imperdiet et se 

risus sapien, semper ut cursus a, mattis nec dolo 

turpis ornare ultricies sed sit amet nulla. Morbi e 

Fusce dictum sollicitudin lorem, vel malesuada 

Vestibulum posuere fringilla magna ut tincidunt

Maintaining the integrity of the logo is essential to strengthening the 

AP brand. 

Always use artwork that has been provided by AP Corporate Communications. 

When unsure about the way to proceed, give us a call or send us an email. 

(see last page) 

The cases outlined here are in no way meant as an exhaustive list of all potential 

misuse of the AP logo. 

It is recommended to use the logo on a color backdrop or a photographic 

backdrop. 

Do not modify the logo in 

anyway, including: 

- Outline edges 

- Remove the white container or prompt 

- Position in a corner 

- Stretch 

- Stretch the white container 

- Detach the prompt from the logo 

- Rotate 

- Recreate 

- Use a different typeface 

- Change the color of container or prompt 

- Change the color of “AP” 

- Make into a lock up 

- Set into text 


AP AP 

Images. 

Lorem ipsum 

dolor sit amet. 

15

2.6 BRAND ARCHITECTURE 

In keeping with our Masterbrand Strategy and 

the “One AP” mission, we are simplifying the 

face we put forward to customers. The goal is to 

ensure all touch points strengthen and promote 

the main AP brand. 

Do not create custom ‘lockup’ marks for divisions... 

IMAGES 


... Rather, make the name of the division a primary header. For example: 

AP IMAGES 

This means that custom wordmark lockups are no longer acceptable. 

Product and division names can be highlighted by using a headline font, 

but will no longer be linked to the logo. 

This means that what once was: 

Is now: 

Logo + division or product name 

Logo 

AP division or product name 

16

2.7 SPECIAL USE CASES 

While maintaining the integrity of all elements 

of the visual system is critical, their adaptation to 

some special cases will occur from time to time. 

2.7.1 Website Favicon Special Use Artwork in use 


If you believe you have a special case that is not answered in this document, 

do not create original artwork. Simply direct your request to Corporate 

Communications (see the last page of this document). 

2.7.1 Small Use 

In print applications, the logo should not be used smaller than .2 inches tall. 

Special scenarios require redrawn logo artwork for optimal rendering at 

very small sizes. See section 5. Artwork for such files. 

2.7.2 Transparent Use 

In video applications (e.g., in bugs or lower thirds), the logo may be set at 50 

percent opacity, if needed. 

2.7.2 Motion Transparent Special Use Artwork in use 

17

3. HOUSE STYLE 

The AP House Style includes all of the visual 

elements that help to communicate the brand 

identity above and beyond the logo. 

AP Brand Guidelines VERSION 1.0 3. House Style 

The AP visual system is designed to be dynamic and flexible. This section 

explains the use of color, typography, image style and graphic elements. 

The flexibility of the system requires careful treatment and attention for 

all graphic elements. The use of these guidelines will assure that the visual 

system will reinforce and strengthen our identity. 

18

3.1 ELEMENTS 

The careful combination of graphic elements is 

what makes our brand strong. 

The AP logo is to be the dominant element in all compositions. 

Colors from our color palette, when applied judiciously, go a long way 

toward communicating our brand. 

Typography is the vehicle for the language of our communication. Using 

the brand typefaces helps us speak in a consistent tone. 

Visual elements, including the Watermarks and the Image Stream help 

us tell the story of AP in a more striking fashion. Images are also a key 

visual element to be used for impact. 

Finally, the juxtaposition of all these consistent Layout Concepts brings 

the system to life. 


CAP 

y 

1/2 CAP 

x CAP 

1/2 CAP 

gutter = 2z 

w 

z 

z 



column = x 

AP ID Red 

C0 M90 Y60 K0 Pantone Red 032 C 

C0 M78 Y73 K0 Pantone Red 032 U 

R255 G50 B46 #FF322E 

gutter = 2z 

top margin = y 

row = y 

gutter = 2z 

prompt = z 

AP ID White 



R255 G255 B255 #FFFFFF 

AP Neutral Deep Gray 



R51 G51 B51 #333333 

AP Neutral Light Gray 



R231 G226 B216 #E7E2D8 

AP Neutral Medium Gray 



R182 G182 B171 #B6B6AB 

�exible left and right margins. width between “CAP” and “x” and centered when applicable. 

gutter = 2z 

�exible bottom margin. min height = CAP 

AP Deep Blue 



R8 G28 B47 #081C2F 

AP Deep Green 



R33 G51 B48 #213330 

AP Deep Brown 



R56 G38 B30 #38261E 

AP Deep Purple 



R50 G0 B33 #320021 

number of columns = odd number 

TYPOGRAPHY And secondary typography 

Neutrals Deeps Mediums Brights 

The AP typography consists of two typefaces: Good and Freight Text. 




R20 G105 B148 #146994 




R102 G153 B0 #669900 




R209 G150 B0 #D19600 




R102 G7 B117 #660775 




R28 G148 B208 #1C94D0 




R163 G190 B13 #A3B30D 




R236 G178 B0 #ECB200 




R181 G3 B176 #B503B0 

Color is crucial to our visual identity. Neutral colors pair well with the Medium range. Deep colors pair 

well with Brights. 

Photography is not only a key product of AP, it is a powerful medium to tell our story. The prompt is a 

secondary visual element that strengthens the content relationship with the AP logo. 

Watermarks help identify AP materials in a subtle and tasteful way, especially when using images is not 

an option. 

IMAGES 

AP IMAGES 

IMAGES 

�nal grid for a 8.5 × 11 sheet 

AP IMAGES 

19 

row = x 

gutter = z 





gutter = z 

�exible top and bot

3.2 GRID 

The grid is a time-tested tool in creating harmonious 

compositions. We have devised a grid system that is 

based on the proportions of the AP logo. 

y 

x 

CAP 

1/2 CAP 

CAP 

1/2 CAP 

x x 

(TOP) THE VERTICAL MARK AND TEXT LOCKUP. 

(BOTTOM) THE HORIZONTAL MARK AND TEXT LOCKUP. 

w 

z 


z 



column = x 

gutter = 2z 

The dimensions of the primary (vertical) logo will guide all grid making 

decisions. The width of the logo (x), its height (y), the height of the prompt 

(z), as well as the height of the AP letters (CAP), and the space between the 

prompt and the AP letters (1/2 CAP) are the variables used. 

In special cases where the secondary (horizontal) logo is used, the width 

of the logo is wider (w), but all other variables remain the same. 

Using those proportions supports elegant and strong compositions. 


row = y 

gutter = 2z 

prompt = z 


column = x 

gutter = 2z 


20

When determining a grid, begin with the width of 

the application. 

Choose the appropriate size of the logo according to the sizing chart of the 

varying applications. Excluding special cases, logo width will be normally 

1/10th or 1/12th the total application width. 

The resulting width of the logo will serve as the determining measurement 

for column width. 









SIT AMET 






LOREM IPSUM 












21 

LOREM IP 

LOREM IPSUM DOLOR SIT 

Duis ut urna eu sem consectetur imperd 

tortor. Nullam risus sapien, semper ut c 

mattis nec dolor. Nulla eu felis eget turp 

ultricies sed sit amet nulla. Morbi et sce 

Fusce dictum sollicitudin lorem, vel ma 

lacinia a. Vestibulum posuere fringilla m 

tincidunt. Vivamus ut nibh vitae libero

The thickness of the prompt serves as the starting 

point for the gutter. 

Both horizontal and vertical gutters are double the thickness of the prompt. 


x 

CAP 

1/2 CAP 

gutter = 2z 

AP ID Red 

w 


column = x 



R255 G50 B46 #FF322E 

gutter = 2z 

Neutrals 

AP ID White 

C0 M0 Y0 K0 

C0 M0 Y0 K0 

R255 G255 B255 #FFFFFF 

22 

row = y 

gutter = 2z 




R51 G51 B51 #333333 


C2 M3 Y4 K5 Pantone Warm Gray 1 C 

C2 M3 Y7 K8 Pantone Warm Gray 1 U

Once the logo size has been determined, 

place the maximum amount that will fit on 

the application, while including gutters (2z) 

between each instance of the logo (x). 


column = x 

gutter = 2z 




prompt = z 


row = y 

gutter = 2z 

THE CONSTRUCTION OF A GRID 

FOR AN 8.5 × 11 INCH SHEET. 


Ifthetotalnumberiseven,removeoneinstancetoendwithanoddnumber. 

Remove any gutters that are on the outside, and center the remaining 

instances and gutters to produce the grid’s columns. Any remaining space 

serves as the left and right margins. 

The top margin is determined by the height (y) of the logo, as well as the 

grid rows. The gutter between rows is also twice the thickness of the 

prompt (2z). Rows continue in this manner until the space remaining 

is less than the total height (y) and CAP height of the logo. The bottom 

margin is the remaining space. 

See section 5. Artwork for preset grids for letter, tabloid, A4 and A3 paper sizes. 

23 

left margin = w

x 

gutter = 2z number of columns = odd number 


THE FINISHED GRID. 



24

left margin = w 

column = w 

gutter = z 

�exible top and bottom margins. width between “CAP” and “x” 

In cases using the horizontal mark, the columns and rows are determined 

in the same manner as when the vertical mark is used, yet the height of the 

row is the determining measurement of the grid, generated by the ratio 

between the height (x) and the total height of the application. 

Additionally, the right margin is now determined by the width (w) of the 

logo, and the top, bottom and left margins are flexible. 



row = x 

horizontal logo 

gutter = z 

�exible right margin. min width = CAP 

THE CONSTRUCTION OF A GRID FOR AN 

11 × 8.5 INCH LANDSCAPE APPLICATION. 


25

3.3 TYPOGRAPHY 

AP typography consists of two typefaces: 

Good and Freight Text. 

Freight Text Book, 15pt 

Both typefaces come in a variety of weights and style and offer flexibility 

of use. Commitment to these typefaces will create a consistent and 

strong identity. Below are a few distinctive feature of those typefaces. 

When text such as “Associated Press” or long headlines are locked up 

with the logo, Good Condensed should be used. 

When Good is not available for use, in some digital applications for 

example, it can be substituted by Verdana, and if Verdana is not available, 

a sans-serif such as Helvetica and Arial can be used as substitution. 

When Freight Text is not available for use, Georgia should be the 

replacement typeface. 

Descender on the 

uppercase ‘J’ 

Good Book 

Good Book, 12pt 

Jag 

Shoulder on the 

lowercase ‘a’ 

Tail on the 

lowercase ‘a’ 

Gr 

Sharp Serifs 

Exit 

Freight Text Book Spur on the uppercase ‘G’ 

Two-story 

lowercase ‘g’ 

Ball terminal on the 

lowercase ‘r’ 

Good Condensed Book 


QtTail 

of uppercase ‘Q’ 

Stab join on the 

nk 

lowercase ‘n’ 

Freight Text Book Italic 

Angles and bracket on 

the lowercase ‘t’ 

Ball terminal 

stroke of the leg of 

the lowercase ‘k’ 

GOOD 

ABCDEFGHIJKLMNOPQRSTUVWXYZ 

abcdefghijklmnopqrstuvwxyz 

12345678901234567890!@#$%^&(*) 

FREIGHT TEXT 



12345678901234567890!@#$%^&(*) 

GOOD CONDENSED BOLD 



12345678901234567890!@#$%^&(*) 

GOOD ITALICS 



12345678901234567890!@#$%^&(*) 

FREIGHT TEXT BOLD 



12345678901234567890!@#$%^&(*) 

FREIGHT TEXT ITALICS 



12345678901234567890!@#$%^&(*) 

VERDANA 



12345678901234567890!@#$%^&(*) 

GEORGIA 



12345678901234567890!@#$%^&(*) 

26

3.3.1 PRINT TEXT STYLES 

H1 

Good Bold, ALL CAPS 

Subhead / Lead 

Freight Text Book, Sentence case 

H2 


H3 

Good Book, Sentence case 

H4 

Freight Text Bold, Sentence case, 

12/15 

H5 


10/14 

H6 


8.5/12 

AP IMAGES 

Access one of the world’s largest 

collections of photography, 

video, interactives and graphics. 

TALK TO US 

What products are available? 

AP Photo Archive 

AP Photostream 

AP Historical Research Services 


Body Text Long Form 

Freight Text Book 

10 / 13 pts 

Justified 

Body Text Short Form 

Freight Text Medium 

10 / 13 pts 

Justified or Left Aligned 

Bulleted Lists 

Freight Text (weight 

depending on surrounding 

text), En dash bullets 

no charge to set up an account, search or 

view content online at ap.org/images. And 

you can purchase the media format you 

need immediately on the site (U.S. only) 

or set up a subscription service with your 

sales representative. Whether you need 

a video of a breaking news event, photos 

The Associated Press (“AP”) is the 

essential global news network, delivering 

fast, unbiased news from every corner 

of the world to all media platforms and 

formats. 

On any given day, more than half the 

world’s population sees news from the 

Creative Partners 

include: 

– Image Source 

– Blend Images 

– National 

Geographic 

Editorial Partners 

include: 

– NFL 

– NCAA 

– NBC Universal 

27

3.3.2 WEB TEXT STYLES 

H1 


Subhead / Lead 

Georgia Regular, Sentence case 

H2 


H3 

Good Book, Sentence case 

H4 

Georgia Regular, Sentence case, 

H5 

Georgia Bold, Sentence case, 

H6 

Georgia Bold, Sentence case, 

AP IMAGES 

Access one of the world’s largest 

collections of photography, 

video, interactives and graphics. 

TALK TO US 

What products are available? 

AP Photo Archive 

AP Photostream 

AP Historical Research Services 


Body Text Long Form 

Georgia Regular 

Justified 

Body Text Short Form 

Verdana Regular 

Left Aligned 

Bulleted Lists 

Georgia or Verdana (weight 

depending on surrounding 

text), En dash bullets 

no charge to set up an account, search 

or view content online at ap.org/images. 

And you can purchase the media 

format you need immediately on the 

site (U.S. only) or set up a subscription 

service with your sales representative. 

Whether you need a video of a breaking 

The Associated Press (“AP”) is the 

essential global news network, 

delivering fast, unbiased news from 

every corner of the world to all media 

platforms and formats. 

On any given day, more than half the 

world’s population sees news from 

the AP. Founded in 1846, the Associat 

Creative 

Partners 

include: 



– National 

Geographic 

Editorial 

Partners 

include: 

– NFL 

– NCAA 


28

3.4 gutter COLOR = 2z PALETTE 

AP ID Red 



R255 G50 B46 #FF322E 

AP ID Red - For broadcast use ONLY 

R210 G18 B37 

Color is crucial to our visual identity. 

AP ID White 

C0 M0 Y0 K0 

C0 M0 Y0 K0 

R255 G255 B255 #FFFFFF 




R51 G51 B51 #333333 



C2 M3 Y7 K8 Pantone Warm Gray 1 U 

R231 G226 B216 #E7E2D8 




R182 G182 B171 #B6B6AB 

Color brings visual interest to our communications, helps to maintain a 

consistent look and feel, and differentiates us from other organizations. Each 

color palette has been chosen with specific functions in mind. 

Inspired by our signature artwork, our primary color palette prominently 

features AP ID Red. However, AP ID Red should be used judiciously in order 

to maintain its prominence. 


AP Deep Blue 


Neutrals Deeps Mediums Brights 



R8 G28 B47 #081C2F 

AP Deep Green 



R33 G51 B48 #213330 

AP Deep Brown 

C40 M53 Y59 K89 Pantone Black 4 C 

C35 M46 Y82 K57 Pantone Black 4 U 

R56 G38 B30 #38261E 


C68 M85 Y29 K74 Pantone 7449 C 

C52 M89 Y33 K50 Pantone 7449 U 

R50 G0 B33 #320021 


C98 M24 Y1 K3 Pantone 7461 C 

C100 M1 Y8 K10 Pantone 640 U 

R20 G105 B148 #146994 




R102 G153 B0 #669900 




R209 G150 B0 #D19600 




R102 G7 B117 #660775 




R28 G148 B208 #1C94D0 




R163 G190 B13 #A3B30D 




R236 G178 B0 #ECB200 




R181 G3 B176 #B503B0 

29 

LO 

LORE

ay 

C 

U 

425C 

e 433U 

ray 

m Gray 1 C 

m Gray 1 U 

m YGray 

14C 

414U 

3.4.1 USING THE PALETTE 

Deeps Neutrals Mediums Deeps Brights Mediums Brights 

AP Deep ID White Blue 

C100 C0 M0 M73 Y0 Y30 K0 K83 Pantone 296C 

C98 C0 M67 M0 Y0 Y32 K0K45 

Pantone 5395U 

R8 R255 G28 G255 B47 #081C2F B255 #FFFFFF 

AP Deep Neutral Green Deep Gray 

C83 C38 M35 M28 Y51 Y21 K81 K63 Pantone 5535C 425C 

C85 C76 M32 M63 Y79 Y55 K64 K24 Pantone 5535U 433U 

R33 R51 G51 B48 B51 #213330 #333333 

AP Deep Neutral Brown Light Gray 

C40 C2 M53 M3 Y4 Y59 K5 K89 Pantone Pantone Warm Black Gray 4 1 CC 

C35 C2 M46 M3 Y7 Y82 K8 K57 Pantone Pantone Warm Black Gray 4 U1 

U 

R56 R231 G38 G226 B30 B216 #38261E #E7E2D8 

AP Deep Neutral Purple Medium Gray 

C68 C13 M85 M8 Y16 Y29 K26 K74 Pantone 414C 7449 C 

C52 C26 M89 M17 Y33 Y24 K50 K3 Pantone 414U 7449 U 

R50 R182 G0 G182 B33 B171 #320021 #B6B6AB 

AP Medium Deep Blue Blue 

C98 C100 M24 M73 Y1 Y30 K3 Pantone K83 Pantone 7461 C296C 

C100 C98 M1 M67 Y8 Y32 K10 K45 Pantone Pantone 640 5395U U 

R20 R8 G105 G28 B47 B148 #081C2F #146994 

AP Medium Deep Green 


C27 C85 M0 M32 Y97 Y79 K13 K64 Pantone Pantone 390U 5535U 

R102 R33 G153 G51 B48 B0 #669900 #213330 

AP Medium Deep Brown Yellow 

C3 C40 M36 M53 Y100 Y59 K6 K89 Pantone 131CBlack 

4 C 

C0 C35 M18 M46 Y100 Y82 K6 K57 Pantone Pantone 7405U Black 4 U 

R209 R56 G150 G38 B30 B0 #D19600 #38261E 

AP Medium Deep Purple 

C74 C68 M98 M85 Y2 Y29 K12 K74 Pantone Pantone 2613C 7449 C 

C56 C52 M79 M89 Y0 Y33 K0 K50 Pantone Pantone 526U7449 

U 

R102 R50 G7 G0 B117 B33 #660775 #320021 

Neutral colors pair well with the Medium range. 

Neutralcolorsareintendedforsupportingapplications,suchasbackgrounds, 

text, the watermark and the prompt. 

Medium colors are intended for use with titles, colored text when necessary 

and other accents in a design. They should not be used for backgrounds. 

Using Neutrals and Mediums together in applications such as printed 

publications will convey a sophisticated tone. 


AP Bright Medium Blue Blue 



R28 R20 G148 G105 B208 B148 #1C94D0 #146994 

RECOMMENDED USES 

NEUTRALS AP Bright Medium Green Green 

BACKGROUND 

TEXT R163 R102 G190 G153 B13 B0 #A3B30D #669900 

HIGHLIGHT COLORS 

TEXT ON PHOTOGRAPH 

AP Bright Medium Yellow Yellow 

CONTAINING SHAPES 

C24 C51 M0 M5 Y98 K8 K23 Pantone 390C 377C 



C1 C0 M17 M18 Y93 Y100 K3 K6 Pantone Pantone 7406U 7405U 

R236 R209 G178 G150 B0 B0 #ECB200 #D19600 

MEDIUMS 

BACKGROUND 

TEXT 

HIGHLIGHT AP COLORS AP Bright Medium Purple Purple 


CONTAINING R181 R102 SHAPES G3 G7 B176 B117 #B503B0 #660775 



LOREM IPSUM DOLOR SIT AMET LOREM IPSUM DOLOR SIT LOREM AMET IPSUM DOLOR SIT AMET 




R28 G148 B208 #1C94D0 





R163 G190 B13 #A3B30D 




R236 G178 B0 #ECB200 




R181 G3 B176 #B503B0 

Pair neutrals with medium or deep colors... 

Not multiple neutrals or mediums together. 


30 


LOREM IPSUM DOLOR SIT AMET

ne 296C 

e 5395U 

FF 

Gray 

ne 5535C 425C 

ne e 5535U 433U 

Gray 

arm e Black Gray 4 1 CC 

arm e Black Gray 4 1 UU 

8 

m Gray 

e 414C 7449 C 

e 414U 7449 U 

B 

Mediums Deeps Brights Mediums Brights 

AP Medium Deep Blue Blue 

C98 C100 M24 M73 Y1 Y30 K3 K83 Pantone Pantone 7461 C296C 

C100 C98 M1 M67 Y8 Y32 K10 K45 Pantone 640 5395U U 

R20 R8 G28 G105 B47 B148 #081C2F #146994 

AP Medium Deep Green 



R102 R33 G153 G51 B48 B0 #669900 #213330 

AP Medium Deep Brown Yellow 

C3 C40 M36 M53 Y100 Y59 K6 K89 Pantone 131C Black 4 C 

C0 C35 M18 M46 Y100 Y82 K6 K57 Pantone 7405U Black 4 U 

R209 R56 G38 G150 B30 B0 #D19600 #38261E 

AP Medium Deep Purple 


C56 C52 M79 M89 Y0 Y33 K0 K50 Pantone Pantone 526U 7449 U 

R102 R50 G7 G0 B117 B33 #320021 #660775 

Deep colors pair well with Brights. 

AP Bright Medium Blue Blue 



R28 R20 G148 G105 B208 B148 #1C94D0 #146994 

AP Bright Medium Green Green 


C32 C27 M0 Y82 Y97 K0 K13 Pantone 382U 390U 

R163 R102 G190 G153 B13 B0 #669900 #A3B30D 

AP Bright Medium Yellow 



R236 R209 G178 G150 B0 B0 #ECB200 #D19600 

AP Bright Medium Purple 


C22 C56 M66 M79 Y0 K0 Pantone 247U 526U 

R181 R102 G3 G7 B176 B117 #B503B0 #660775 

Deep colors are intended for complementary use with bright and/or neutral 

colors, especially as backgrounds, text, containers and the prompt. 

Bright colors are intended for special cases such as text over photos and 

colored accents. They should not be used for backgrounds or the prompt. 

Using Deep and Bright colors together in applications such as video, Web and 

mobile will create a rich, engaging experience. 





R28 G148 B208 #1C94D0 


RECOMMENDED USES 

DEEPS AP Bright Green 

BACKGROUND 

TEXT 

HIGHLIGHT COLORS 



CONTAINING SHAPES 



R163 G190 B13 #A3B30D 



R236 G178 B0 #ECB200 

BRIGHTS 

BACKGROUND 

TEXT 

HIGHLIGHT COLORS AP Bright Purple 


CONTAINING R181 SHAPES 

G3 B176 #B503B0 

LOREM IPSUM DOLOR SIT AMET LOREM IPSUM DOLOR LOREM SIT AMET IPSUM DOLOR SIT AMET LOREM IPSUM DOLOR SIT AMET 






Pair deep colors with brights or neutrals... 

Not multiple deep colors together, 

or brights and mediums. 


31 


LOREM IPSUM DOLOR SIT AM 


SIT AMET 

LOREM IP 

Consectetur adipiscing elit. Maecenas at massa 

commodo lorem. Nulla tellus enim, cursus ut vo 

aliquet vel metus.

g elit. 

la tellus 

DOLOR SIT AMET 

m consectetur imperdiet et 

risus sapien, semper ut 

c dolor. Nulla eu felis eget 

cies sed sit amet nulla. Morbi 

s. Fusce dictum sollicitudin 

ada nibh lacinia a. Vestibulum 

agna ut tincidunt. 

3.5 SECONDARY PROMPT 

The prompt is a secondary visual element that 

strengthens the content relationship with the 

AP logo. 



SIT AMET 





LOREM IPSUM 

LOREM IPSUM LOREM Duis IPSUM ut urna eu sem DOLOR consectetur imperdiet SIT AMET 

et 



















LOREM IPSUM 
















mattis Duis ut nec urna dolor. eu sem Nulla consectetur eu felis eget imperdiet turpis ornare et sed 

ultricies tortor. Nullam sed sit risus amet sapien, nulla. Morbi semper et ut scelerisque cursus a, mattis lacus. 

Fusce nec dolor. dictum Nulla sollicitudin eu felis eget lorem, turpis vel ornare malesuada ultricies nibh 

lacinia sed sit amet a. Vestibulum nulla. Morbi posuere et scelerisque fringilla magna lacus. ut Fusce 

tincidunt. dictum sollicitudin Vivamus ut lorem, nibh vel vitae malesuada libero semper nibh lacinia 

placerat a. Vestibulum molestie posuere sed lacus. fringilla magna ut tincidunt. 


AP Brand Guidelines tortor. Nullam risus sapien, semper ut cursus a, VERSION 1.0 3. House Style 

Duis mattis ut nec urna dolor. eu sem Nulla consectetur eu felis eget imperdiet turpis ornare et sed 

tortor. ultricies Nullam sed sit risus amet sapien, nulla. Morbi semper et ut scelerisque cursus a, mattis lacus. 

nec Fusce dolor. dictum Nulla sollicitudin eu felis eget lorem, turpis vel ornare malesuada ultricies nibh 

sed lacinia sit amet a. Vestibulum nulla. Morbi posuere et scelerisque fringilla magna lacus. Fusce ut 

dictum tincidunt. sollicitudin Vivamus lorem, ut nibh vel vitae malesuada libero semper nibh lacinia 

a. placerat Vestibulum molestie posuere sed lacus. fringilla magna ut tincidunt. 

LOREM IPSUM 


Highlighting and bracketing with the prompt 

The second prompt serves as a way to highlight content when the logo must 

live on its own. Content should be “anchored” to the prompt using the 

appropriate spacing rules. 

The second prompt can be used to bracket content, but must remain on the 

same plane that continues out from the edge to the prompt in the logo. This 

alignment insures the bracket motif is reinforced and intuitively connected. 

LOREM IPSUM 

The second prompt should highlight the most important element on the page. 










32

3.5.1 PROMPT COLOR 

The prompt’s color is informed by its support of 

the logo. 

Thepromptshould alwaysbeAPID Redor aNeutralcolor. Theredprompt 

should be used judiciously, and only when there is a strong connection to 

the logo. 










Fusce Consectetur dictum sollicitudin adipiscing lorem, elit. vel Maecenas malesuada at nibh massa lacinia felis, a. non 

Vestibulum commodo posuere lorem. fringilla Nulla tellus magna enim, ut tincidunt. cursus ut volutpat eu, 


The prompt outlines the prominence of the first paragraph and helps pace the 





composition and provide a rhythm. 

aliquet LOREM vel metus. IPSUM 




Fusce dictum sollicitudin tortor. lorem, Nullam vel malesuada risus sapien, nibh lacinia semper a. ut cursus a, 

Vestibulum posuere mattis fringilla nec magna dolor. ut tincidunt. Nulla eu felis eget turpis ornare 















Do not use a horizontal prompt 

without the logo, as it connotes fragility 

and instability. 






aliquet vel metus. LOREM IPSUM DOLOR SIT AMET 
















LOREM IPSUM 




















Do not use more than one red prompt, 

as it weakens the prominence of the red 

logo mark. 




33

3.6 WATERMARK 

Watermarks AP NEWS help identify AP materials in a subtle 

PRODUCTION SYSTEM 

The world's most popular and broadcast tasteful news production system way, especially when using images is 

ap.org/nps 

not an option. 

AP NEWS 


The world's most popular 

broadcast news production system 

ap.org/nps 

AP NEWS 




ap.org/nps 

AP NEWS 




ap.org/nps 

AP NEWS 




ap.org/nps 


Designed as expanded, transparent versions of the AP letters in the AP logo, 

the watermarks strengthen the notion of connectivity that is a key attribute 

of the AP brand. 

Watermarkpatternsserveasagraphicelementthatcanbeusedtodistinguish 

otherwise unmarked photos or blank space. Using the watermark allows the 

system to maintain a brand presence without the striking AP logo. 

Patterns are acceptable over solid backgrounds and images, but should not be 

used when an image stream is in use, or a non-bleeding image is in use. 

AP NEWS 


The thickness of The world's themost strokes popular should always be of the same thickness as the 


ap.org/nps 

prompt to link the two and create a more harmonious composition. 

AP NEWS 




ap.org/nps 

34

3.6.1 WATERMARK APPLICATION 

Watermarks are made of three or four elements 

combined in an elegant composition. 

Pre-composed watermark artwork is provided, but in cases where artwork 

needs adjustments (e.g., use with photographs), new compositions can be 

made by following these rules: 


- The distance between The world's most parallel popular elements should be greater The world's than most popular the width 



ap.org/nps 

ap.org/nps 

of the AP logo on the page. 

- Bleed the watermark on at least one side. 

- Follow color rules (Neutral or Bright on Deep or Photo, Neutral on 

Neutral or White) 

- The watermark should be independent of the content — not interfering 

nor interacting with photographs, text or the logo. 

AP NEWS 




ap.org/nps 

Parallel lines should 

not come too close to 

each other 

AP NEWS 


AP NEWS 




ap.org/nps 

The watermark 

should not frame the 

content area 

AP NEWS 




ap.org/nps 

Avoid excessive number 

of watermark elements 

AP NEWS 

AP NEWS 




ap.org/nps 

Do not create 

recognizable shapes 

or letterforms 


AP NEWS 




ap.org/nps 

No arbitrary rotation 

of the watermark. 

Only rotate watermark 

elements at 90° angles 

AP NEWS 




ap.org/nps 

6 elements 

Watermark elements 

AP NEWS 




ap.org/nps 

The elements should 

not be contained in a 

tight area 

AP NEWS AP NEWS 

PRODUCTION SYSTEMPRODUCTION 

SYSTEM 

The world's most popular The world's most popular 

broadcast news production system broadcast news production system 

ap.org/nps 

ap.org/nps 



SYSTEM 



ap.org/nps 

ap.org/nps 

Proper watermark applications 

AP NEWS 




ap.org/nps 

The elements should 

not intersect 

AP NEWS 




ap.org/nps 

AP NEWS 




ap.org/nps 



SYSTEM 



ap.org/nps 

ap.org/nps 



SYSTEM 



ap.org/nps 

ap.org/nps 

AP NEWS 



zzz news production system 

ap.org/nps 

The watermark should not interact with 

the content 

General Rules: 

Watermarks are made of 3 or 4 elements combined in an elegant 

composition 

Pre-composed watermark artwork is provided, but in cases 

where artwork needs adjustments, e.g. use with photographs, 

new compositions can be made by following these rules: 

- The distance between parallel elements should be greater than 

the width of the AP logo on the page. 

- Bleed the watermark on at least one side. 

- Follow color rules ( Neutral or Bright on Deep or Photo, Neutral 

on Neutral or White) 

- The watermark should be independent of the content—not 

interfering nor interacting with photographs, text, or the logo. 

35

YSTEM 

system 

3.6.2 WATERMARK COLOR 

Watermarks follow the general rules for color use. 

Watermarks should always be rendered in Neutral or Bright colors and 

used only on the specified backgrounds. 

AP NEWS 




ap.org/nps 

AP NEWS 




ap.org/nps 


AP NEWS 




ap.org/nps 

AP NEWS 




ap.org/nps 

BACKGROUNDS 

NEUTRAL WATERMARK 

DEEP 

MEDIUM 

BRIGHT 

NEUTRAL 

WHITE 

PHOTO 

BRIGHT WATERMARK 

DEEP 

MEDIUM 

BRIGHT 

NEUTRAL 

WHITE 

PHOTO 

AP NEWS 




ap.org/nps 

AP NEWS 




ap.org/nps 

36

3.7 PHOTOGRAPHS 

Photography is not only a key product of AP, it is 

a powerful medium to tell our story. 


Use photographs that are rich in colors, employ striking cropping or subject 

matter, and help further our brand attributes. 

Whenever possible, always use photographs in layouts where it is either 

full-bleed off the edge of the piece, or at least off one side in editorial layouts. 

Emphasis should be put on the choice of a single image rather than a flurry 

of images. Never create mosaic images. If you must show many pictures as 

part of a composition, use the Image Stream, explained in section 3.8. 

37

tone 2925C 

tone 299U 

94D0 

en 

tone 390C 

tone 382U 

30D 

ow 

ntone 124C 

one 7406U 

200 

ple 

3.7.1 PHOTOGRAPH TREATMENT 

Photographs should not be distorted, colorized or have any other effects 

applied. Cropping should be used with restraint and only to achieve fullbleed 

images. The AP Watermark is the only graphic treatment that should 

be used on top of images. 

Photos should be given prominence, 

without overuse of graphic treatments 

that diminish them. 









SIT AMET 

�exible right margin. min width = CAP 

Do not put photos into containing 

shapes; do not fade images with 

transparency or gradients. 






38 

LOREM 

LOREM IPSUM DOLOR

R255 G50 B46 #FF322E 

AP ID Red - For broadcast use ONLY 

R210 G18 B37 

3.8 IMAGE STREAM 



C2 M3 Y7 K8 Pantone Warm Gray 1 U 

R231 G226 B216 #E7E2D8 




R182 G182 B171 #B6B6AB 

In case you must show a combination of many 

photographs, use the Image Stream. 

The Image Stream is a layout device where all images are kept in the 

original (uncropped) aspect ratios, but arranged along a common top or 

bottom axis at different scales, and surrounding a prompt line. 

It allows each image to maintain its own strength and for the document 

to maintain a visual stability that is key to communicate AP’s value of 

integrity.Italsoaffordsdesignersawayoutofcacophonousimagemosaics. 


AP Deep Brown 

C40 M53 Y59 K89 Pantone Black 4 C 

C35 M46 Y82 K57 Pantone Black 4 U 

R56 G38 B30 #38261E 


C68 M85 Y29 K74 Pantone 7449 C 

C52 M89 Y33 K50 Pantone 7449 U 

R50 G0 B33 #320021 




R209 G150 B0 #D19600 




R102 G7 B117 #660775 




R236 G178 B0 #ECB200 




R181 G3 B176 #B503B0 

39

(1) Streams should be arranged flush on the edges of the composition, while still respecting the top 

margin height. For the left and right margins, streams should bleed off the page or come as close to 

the edge as possible. 

Ideally the Prompt will be aligned within a column of the grid so as to emphasize its strength. 

Margins between images should be two prompt-widths, like the grid’s margins. 

(2) Variation in sizes and aspect ratios creates dynamic composition. Red prompt line emphasizes the 

alignment axis, reinforcing solidity and connectedness. 

AP Brand Guidelines VERSION 1.0 3. House Style IMAGES 

IMAGES 

IMAGES 

(1) Objects should align only on one axis. 

(2) In a Stream, the prompt should always be surrounded by content on both sides. 

(3) Do not use so many elements so as to make the Prompt feel insignificant. 

(4) Do not use more than one prompt in a Stream. 

(5) Do not alter the margins between images and the prompt. Margins should always be two prompt-widths. 

(6) Vertical use is not advised as it connotes fragility. 

AP IMAGES 

IMAGES 

40

4. APPLICATION 

When applying the AP House Style, keep in mind 

the following visual characteristics that embody 

the brand values and personality. 

– Unadorned 

– Stark 

– Crisp 

– Sharp 

– Frank 

– Plain 

– Flat 

– Hard-edged 

– Concise 

– Efficient 

– Bold 

– With Character 

– “Newsy Modernism” 

– Transparency 

– Pure 

AP Brand Guidelines VERSION 1.0 4. Application 

41

4.1 DIGITAL APPLICATIONS 

These examples demonstrate the interfaces that can be 

created within our graphic system. 


AP Mobile 

42

4.2 PRINT APPLICATIONS 

These examples demonstrate the layouts that can be 


COVER PHOTO: Maecenas ut nunc ut 

turpis posuere tincidunt. Maecenas 

in enim velit, sed ullamcorper nisi. 

THIS PAGE: (1) Am ea cumendendem 

aperuptas di ressi necullupta dolorit 

earume. (2) Pa que reicta pe inctatisi 

ullab int enime perio doloremod es 

eveliquae hilibus. (3) Quo maximpo 

rernam et velessenis soluptatur rendit, 

totatur aut velles diorectem re alitatiur 

alit. (4) Occumenit doluptiv doluptat 

repa volenditem doluptatur. 

AP World Magazine is published for 

staff of The Associated Press and is 

designed and produced in the office 

of AP Corporate Communications. 

Editor: Bill Dentzer 

Design: Christine Tash 

Staff: Nicole Timme, Jack Stokes, 

Chuck Zoeller, Santos Chaparro 

For submissions, contact: 

AP World 

The Associated Press 

450 West 33rd Street 

New York, N.Y. 10001 

212.621.1720 

apworld@ap.org 

CONTENTS 

BUILDING THE AP BRAND 

PAGE 2 

CONTRIBUTORS 

Lacitas dolores equam, quamustet, idestotae cum liqui 

omnia num ad eos voluptior adiorporrum reici unt, sin 

re vel ides velestiberum quatibus, vellica boreperibus 

ea eliberum quos eosandantur, voluptiam quo maximpo 

rernam et velessenis soluptatur rendit, totatur aut velles 

Kathleen Carroll was 

named executive editor 

in 2002 and senior vice 

president in 2003. She 

is responsible for AP’s 

news operations around 

the world. 

Icaeratus nonseque sit modis vent voluptur? Odignimin 

nem consernatem nus cone con nonsequi inctur abor sum 

aliquam que cum quiae et haribus dolores tiaest, odis aut 

unt mil imendae ra videm dolor asperia cus assimil issin re 

reperum quis aciis molupti beatiatus derruptis aborepra 

Ali Akbar Dareini, AP’s chief correspondent in Tehran for 

more than 10 years, has followed Iran’s nuclear program 

from the beginning. He has been a journalist the for associated more than press 

20 years, writing for English-language newspapers before 

AP. Dareini says that as a student in the 450 1980s, West he read 33rd the street 

AP wire almost every day. New York, N.Y. 10001 

www.ap.org 

DEAR EDITOR: 

LETTERS TO AP ‘PLEASE LEAVE’: 

PAGE 10 

IRAN’S NUKES BEAT 

PAGE 6 

Q&A PAGE 18 

AP PROFILES PAGE 19 

FOR THE RECORD PAGE 20 

OBITUARIES PAGE 27 

YEARS OF SERVICE PAGE 28 

AROUND THE AP WORLD PAGE 30 

AP EMERGENCY RELIEF FUND 

HOW TO GIVE 

www.ap.org/relieffund 

helmAnd Province, 

AfghAnistAn 

Q+A WITH 

KATHLEEN 

CARROLL 

Et exped quaspernates 

quostru ptatia cuptat? 

Harcium, audandit, quis cume volorro ipienimolor 

acea ipic tem fugiandiam, commolo risquia sum 

velique quibus doloressi delectur, oditiunte consedicid 

quia num autem sed magnis et harchici nimus 

solectia con et es idernat emperero id ma qui 

totaecaes est, sus, cus. 

Raereptatem alit laborro con evellat ianima nobitatur? 

Apiducium reped ut ma pa con con excepera 

sum iliquuntem sim fugiae la que cus et asperitis 

moditibus, cuptate veresectores et et qui illes minus 

rereped expedit antur as pa sam, velis molupta nonsedici 

omnihil earcim quiae nis qui blam is maximpo 

rpore, tenimpe. 

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iduntium quidem ut apid quo comnis moditae pli- 

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quodit, tem harum ea cusdaeres qui cupta doluptatin 

cone pliquiatur as et re num quasper ferere nonsequi 

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optae alisci ulparibusant quuntore premper tus is saesti omnimendist quo offic. 

spelluptis maiore odipsandem quid utecepe 

disimus. Ommoluptae ne consequia pro exerit pliqui Tectet adipicae deliqui doluptatet, utatium, om- 

dolo totasitio ommolorios inti dolest dus. Daerrum, molorest, sit por raectio nserumet qui occus et, Covering iran’s 

exernatet perum, inihiciliqui aut fugias as que none alitiumquiae vendita quibus cus. 

et ut quiducient exceperatium aut faciam doluptae 

nuClear program 

rem fuga. Cum aris andandem voloria ex estrum aut Hitatiur aut ea volut as dit mint que plit rest 

debissit audi blaborita veliberum, tempor mos rectia que ipsam utatempore? 

Dear eDitor: 

volorates desci blab id magnim que everum volupidit 

letters to ap 

volorem con por repudae et plabore ur as pa sam, Rae aut la doloratinto eium sequidelesto volore 

velis molupta cuscid et ommoluptis eosa oluptae volum arum quam ut doluptatur ra qui que poris Q&a With 

ne consequia pro exerit velias dolenet odit imi aris esequid erchili stibus reiur re vel ide periorem. Odias Kathleen Carroll 

andandem voloria ex estrum. 

nis cuptasped eicidis aut et estrum ilitam eveliquibus 

dolum is est, adianditiur, sum re milique auta simodit 

arounD the ap WorlD 

Unt. Ebitaquae. Ullitatatium et antium quat laboreheniet ullis adi vid mos Volor moluptat. sim sequass Gitist lat. edigeni Iciet tationsenia nost aut quam, tectotatem autatemqui nosto quiatat 

eossitio. Qui accuptibus alibus volorei cimagnam et qui cus eumquid ut apit ommolorpori dolum nobis nisquidus porepe- aut omnimporis? iumendi sinciam es dis esedipicient aut inumquam, 

rum hit, sitibus non peruntium et ra con re res modit veligniet, serum eseque invent fuga. 

Hic tem quam quid unt vellatatur atem rem qui audicius. Ihicium exceperum ne diorehe nihit, 

26 AP World Summer 2011 27 

omnimin re, in reratet adias magnat. Omnis velloratur, sin proreru ptassi dolendandi des enimperum 

quuntest, sintiist qui ulloreped modit fugiae. 

AP IMAGES 

AP Images gives 

your access to 

one of the world’s 

largest collections of 

photography, video, 

interactives and 

graphics, so you 

have the imagery 

you need, right 

when you need it. 

There’s no charge to set up an 

account, search or view content 

online at ap.org/images. And 

you can purchase the media 

format you need immediately 

on the site (U.S. only) or set up 

a subscription service with your 

sales representative. Whether you 

need a video of a breaking news 

event, photos of today’s hot topics, 

celebrity portraits, graphics, 

historical images or creative 

photos to round out a story, 

project or production, AP Images 

has what you’re looking for. 


What products and services are available? 

– AP Photo Archive Gives you immediate access o more than six million contemporary and historic 

photos from AP’s imagery bank, with approximately 3,500 new photos added daily, and everything is 

immediately available in hi-res form. 

– AP PhotoStream Comprehensive photo service providing about 1,500 photos daily of top news events, 

delivered quickly and smoothly in JPEG form for your immediate use. 

– AP Historical Research Services Fast, deadline-driven research service to help you navigate the more 

than 10 million negatives and photos in the AP photo archive. 

Partner content 

AP Images has teamed up with a variety of content and image partners to expand its offerings, giving you 

additional coverage of important events, select photos from top U.S. and international photo agencies 

and exclusive images from the NFL, NCAA and NBC Universal. AP Images also provides a comprehensive 

collection of royalty-free photos for photo editors, looking for exceptional creative imagery. Out royaltyfree 

collection now includes more than 500,000 photos, all available in five rendition sizes. 

Creative Partners include: 

Editorial Partners include: 



– National Geographic 

– Dinodia 

– PhotoAlto 

– and more! 

Training and Support 

– NFL 

– NCAA 


– Ebony & Jet 

AP offers training for the AP Images website platform. Get the full details from your AP sales 

representative. To view the AP Images website, visit ap.org/images. 

– Kyodo News 

(Asia/Pacific) 

– Press Association 

(UK/Ireland) 

– and more 

AP also offers customer support 24/7 through web (customersupport.ap.org), email (apcustomersupport@ 

ap.org) and telephone (877-836-9477). 

TAlk To US 

Please contact your AP sales representative for more information about AP Images or to set up 

a trial of an AP Images subscription product. 

You can also contact AP Images personnel directly at: 1-800-277-7634 apimages@ap.org 

AP World 

Winter 2012 

Building the 

AP BrAnd 

First-ever masterbrand strategy rolls out 

COVER STORY 

ASSOCIATED PRESS STYLEBOOK 

2012 

Fully reviewed and revised new edition 

More than 500 new or revised entries 

New food and recipe section 

Expanded social media guidelines 

Style updates for email, cellphone, 

smartphone, earthquakes, CPR and bedbug 

KEEPING 

THE CUSTOMER 

SATISFIED 

TO STAY ON TOP, AP REVITALIZES ITS 

STATE NEWS REPORTS. 

Janette Donahue-Wellington 

Director of Corporate 

Design & Branding 

Corporate Communications 

AP Video 

jDonahue-Wellington@ap.org 

www.ap.org 

by Bill Dentzer, AP Corporate Communications 

Maecenas ut nunc ut turpis posuere tincidunt. 

Maecenas in enim velit, sed ullamcorper nisi. Nullam 

sapien ante, venenatis eu hendrerit ut, gravida a tortor. 

Vivamus quis nulla lacus, et dapibus elit. 

Duis varius congue quam, sit amet ultrices nibh 

interdum a. Pellentesque vulputate nisi a dui facilisis 

sed porta justo ullamcorper. Proin euismod condimentum 

viverra. Nullam iaculis, nisl vel faucibus 

scelerisque, eros urna rutrum turpis, ut ultricies orci 

mi nec dui. Mauris elementum, neque vitae gravida 

egestas, eros dui tincidunt tortor. 


450 West 33rd Street 

New York, NY 10001 

T 212.621.1500 

F 212.621.1000 

AP ARCHIVE 

Vast footage collection dating back 

to the early 20th century 

ap.org/archive 

Aliquam sodales eleifend erat, vel bibendum dolor 

blandit ut. Proin placerat lobortis augue vitae 

aliquam. In placerat lacus vitae felis malesuada 

ultricies. Lorem ipsum dolor sit amet, consectetur 

adipiscing elit. Pellentesque ullamcorper tincidunt 

tincidunt. Ut porta, magna ac eleifend rutrum, lacus 

turpis tempor mauris, id sollicitudin nisi mauris eu 

felis. 

Vivamus nec porttitor velit. 

Nunc tincidunt dictum suscipit. Vestibulum ante ipsum 

primis in faucibus orci luctus et ultrices posuere 

cubilia Curae; Sed suscipit risus eleifend justo pharetra 

eget aliquet odio feugiat. Aenean placerat, nibh 

At luctus nisi massa ac metus. Cras pharetra metus et ac mollis egestas, mi lacus pellentesque sem, a mollis 

augue tempus ut blandit velit molestie. Praesent eu risus nunc eget mauris. Vivamus porttitor imperdiet 

nisi at orci vestibulum tri orci vestibulum tristique ac nunc. Vivamus mattis sem ut sapien sollicitudin id 

a leo. Maecenas convallis purus vel mauris rhoncus aliquet nunc aliquet. Proin eros nisi, sagittis in plac- 

sagittis. Ut volutpat tellus dui. Aliquam stique ac a erat non, tincidunt ac diam. 

leo. Maecenas convallis purus vel mauris rhoncus 

sagittis. Ut volutpat tellus dui. Aliquam velit libero, Nulla posuere massa eget felis dapibus mattis. Pel- 

pharetra id ullamcorper id, porttitor quis felis.Nam lentesque laoreet lobortis turpis vitae condimentum. 

mattis urna quis metus laoreet suscipit. Donec nibh Maecenas cursus vulputate magna, id feugiat tellus 

mauris, interdum laoreet aliquet nec, molestie eu cursus at. Proin pretium, lectus non hendrerit ultri- 

erat. Praesent mattis consectetur tempor. Donec cies, nibh orci laoreet libero, ac malesuada elit diam 

Maecenas ut 

nunc ut turpis 

sollicitudin adipiscing est, ac tristique urna iaculis sit amet metus. Nam ultricies cursus mollis. Mauris 

posuere tincidunt. facilisis. Suspendisse semper purus nulla. Ut luctus dui tortor, tincidunt vitae semper non, euismod nec 

Maecenas in vehicula cursus. Sed venenatis nunc id turpis accum- libero. Suspendisse potenti. Fusce eget erat lorem. 

enim velit, sed san dictum. Praesent feugiat nisi nec mi tincidunt a Phasellus sollicitudin gravida justo a accumsan. 

BE RESOURCEFUL 

ullamcorper nisi. tristique mauris mattis. 

Suspendisse potenti. 

PRODUCT PORTFOLIO 

26 AP World Summer 2011 27 

43

4.3 VIDEO APPLICATIONS 

1 LINE LOWER THIRD - BREAKING NEWS 2 LINE LOWER THIRD - BREAKING NEWS 

AP GVW ANIMATING BACKGROUND LOOP - MEDIUM PALETTE 

These examples demonstrate the screen graphics that can 

be created within our graphic system. 

Request the AP Video Guidelines to create on-brand 

video content. 

1 LINE LOWER THIRD 

BREAKING Lorem Ipsum NEWS Dolor Sit FULL Amet WIDTH OPTION 

LOREM IPSUM 

2 LINE LOWER THIRD 

BREAKING NEWS FULL WIDTH OPTION 

AP GVW COUNTDOWN CLOCK 

Examples of the breaking news lower thirds. The lower thirds animate into place from the movement of the 

secondary prompt. 

One line of text - the ‘medium blue’ bounding box will resize according to the content. 

Two lines of text - the ‘medium blue’ bounding box will resize according to the content of the second line. 

Third line ‘medium blue’ colour is constantly on screen as a Breaking News title. 

project: Associated Press Rebrand 

AP Brand Guidelines VERSION 1.0 


client: 4. Application Associated Press 

date: 21.12.11 

client: Associated Press 

date: 21.12.11 

OPENER - NEWS MINUTE 

OPENER - BREAKING NEWS 


client: Associated Press 

date: 21.12.11 

AP TELEVISION NEWS 

PRIME NEWS 

US 

Bugs showing live, exclusive and typeable credit/source. 

AP GVW animating background loop. 

All designed in line with the grid and ensuring a clean and balanced layout with all possible OSP variations. 

The looping backgrounds will animate smoothly through the colours of the AP palette overlaid with the 

watermark animation. 

The three sets of examples here show the options for a dark palette version, medium palette and medium 

palette with a continuos waterfall effect. 

Our preference is for the medium palette version. 

3 

3 

44

4.4 ENVIRONMENTAL APPLICATIONS 

This example demonstrates an environment that can be 



45

5. ARTWORK 

AP Brand Guidelines VERSION 1.0 5. Artwork 

46

5.1 AP LOGO ARTWORK GUIDE 

Guidelines 

This chart serves as a guideline for the accompanying 

brandmark artwork and the di�erences in color, size 

and format versions, and de�nes �le nomenclature. 

EPS �les are for applications that require 

high-resolution artwork for reproduction. These �les 

can be scaled (enlarged or reduced) without any loss in 

quality. These �les can be opened with vector-based 

applications such as Adobe Illustrator. 

PNG �les are suitable for digital and video use (i.e., 

PowerPoint presentations or Web). 

Pre-scaled logo PNG �les and icons were optimized for 

their current size and are not intended to be enlarged. 

Logo File Naming Guide 

IDENTIFIER 

PRINT SURFACE 

C - Coated 

UC - Uncoated 

AP_CMYK_C.eps 

COLOR SPACE 

CMYK - Process 

PMS - Pantone 

RGB - Screen & Video 

K - Black 

EXTENSION 

.eps - Vector 

.png - Raster 

COMMON USE SPECIAL USE 

Print — CMYK 

Print — PMS 

Print — 1 Color 

Screen — RGB 


AP_CMYK_[C/UC].eps 

AP_PMS_[C/UC].eps 

AP_K_[C/UC].eps 

AP_RGB.[eps/png] 

Horizontal 

Screen – Icons 

Close-up of hand rasterizing 

Close-up of hand rasterizing 

For limited use. See Visual Brand Guidelines. 

SPECIAL_USE/HORIZONTAL/ 

AP_HORIZ_[COLOR]_[C/UC].eps 

Hand-rasterized square icons. Use only as prescribed. 

SPECIAL_USE/ICONS/ 

Favicon AP_ICON_16x16 

iPhone & iPod Touch AP_ICON_29x29 

Small Icon (search/settings) 

iPhone Hi Res AP_ICON_58x58 

Small Icon (search/settings) 

iPhone & iPod Touch AP_ICON_57x57 

App Icon 

iPad AP_ICON_50x50 

Small Icon (Search Results) 

iPhone Retina AP_ICON_114x114 

App Icon 

Facebook Avatar AP_ICON_180x180 

App Store Icon AP_ICON_512x512 

Screen – Pre-Scaled Hand-rasterized logos. Use only at speci�ed size. 

SPECIAL_USE/PRESCALED/ 

iPad/iPhone3G AP_RGB_38x44 

App title logo 

iPhone 4 AP_RGB_77x88 

App title logo 

Website AP_RGB_92x106 

92px wide grid 

47

5.2 WATERMARK ARTWORK GUIDE 

WHITE 

NEUTRAL 

BRIGHT 

COMPOSITION 1 


COMPOSITION 2 COMPOSITION 3 COMPOSITION 4 COMPOSITION 5 COMPOSITION 6 

48

5.3 GRID ARTWORK GUIDE 

PRINT 

For letter size paper, see: 

AP_GRID_PRINT_LETTER.ai, 

AP_GRID_PRINT_LETTER.indd 

For A4 size paper, see: 

AP_GRID_PRINT_A4.ai 

DIGITAL 


see: 

AP_GRID_DIGITAL.ai 

Screen Resolution: 1280 x 960 

Columns: 16 

Column width: 55px 

Gutter: 16px 

Gutter-left: 10px 

Gutter-right: 10px 

Mac OS X: Safari 1165 x 711 

Mac OS X: Firefox 1165 x 699 

Windows Vista: IE 1105 x 813 

Windows Vista: Firefox 1105 x 800 

Windows XP: IE 1254 x 807 

Windows XP: Firefox 1254 x 814 

Safe area for all browswers: 1105 x 699 

BROADCAST 

49

HELP DESK 

For help or questions in using the brand guidelines, contact: 

Corporate Communications 

brand@ap.org 

Tina Antonion 

+1 212 621 1819 tantonion@ap.org

BRAND GUIDELINES - Associated Press

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