AES' visual identity guidelines
Gesture
Beyond the logo, the line is brought to life to directly reflect the pillars of our business strategy. These six gestures represent the impact of our partnership, changing shape to meet our customer needs and to deliver their tailored solutions. Conveying confidence, dynamism, and a human spirit, they visualize how we accelerate the future of energy.
Our gradient line signals how we work together towards the future of energy and how a wide range of greener, smarter solutions helps us to get there in partnership with our customers.
The resulting set of shapes are future-facing gestures that represent the pillars of our business strategy.
Each of the six gestures features a looping motion behavior …
… and utilize a way to link back to the line as a shared element across both gestures and the logo.
Gesture versions
Aligned with image
Gestures and images can be combined to visualise the pillars of our business strategy.
In these special occasions, images should be cropped to a 1:1 ratio in either a square or a circle. The gesture should be no more than a ¼ of the size of the image. When positioned, the gesture should cover no more than 1/9 of the image.
The aim of the gesture placement is to match stroke directions and reduce the amount of image showing through the negative space of the gesture.
Image examples
Most gestures can be combined with any category of image as long as they emphasise the key message. Exceptions are the gestures which represent integrating digital (context and technology imagery only), developing talent (people imagery only) and working in partnership (people and impact imagery only). See ‘Photography categories’ section for more information on photography categories.
When cropping images within these gesture-image combinations, ensure there is sufficient visual contrast between the two elements. The outline of the gesture should be clearly visible and portraits should be cropped to ensure faces are not obscured.
Incorrect usage
Do not adjust gradient, shape or orientation. Do not add affects.
Do not cover more than 1/9 of images with gestures. Do not obscure faces.
Do not crop or scale gestures independently.
Do not position gestures on full-bleed background images. Gestures must be partially on a neutral background.
Do not overlap type on gestures. Do not overlap multiple gestures.
Align multiple gesture-image combinations based on edges of the image and not based on gestures. Do not deviate on gesture location.
Ensure adequate clearspace around gestures when aligning with other visual elements.
Do not use gestures as abstract decoration.
