Aral’s design concept is based on the idea of a tableau. The tableau features the Aral Blue gradient on which all elements of the Aral brand design are placed while offering sufficient freedom for creative expression.
The basis of the Aral design principle is the Aral tableau: the Aral Blue gradient poses as the background for every communication measure. Regardless of the chosen medium – advertisement, leaflet, poster, display or brochure cover – and use of the Aral logo either with or without the brand claim, the communication concept is in principle identical. The Aral tableau can be implemented using a variety of design solutions: text, image or masked-out picture. The design options are not tied to specific types of communication. Every selection must be preceded by the consideration as to which solution is best suited for the type and intention of the content.
Application of the Aral Tableau
Integration of the Aral Logo
A worded solution is very cost effective; a solution using a picture is well suited to integrate scenic visual content into the communication; and a solution with a cut-out picture puts a specific object in the spotlight.
Starting from the Aral logo, there is the Aral grid module. This grid module determines the position of the Aral logo and the equal-sided type space inside the format. The dimension of the Aral logo and thus the size of the Aral tableau screen module is fixed for all DIN formats and all typical Aral formats. The size per format depends on the orientation of the format and whether it is used with or without the brand claim. For a DIN A4 format, the Aral logo measures 20 mm in height, for example, so that the screen module must measure 10 mm for all applications using this format.
Integration of Additional Elements
The Aral tableau screen module not only marks the placement of the Aral logo and the format’s type space. It also forms the basis for integrating additional design elements, such as texts and images, and defines their distance towards each other. For example, the field has a distance screen module to the left and bottom edge of the format for placing continuous text in portrait format when using the logo inclusive of brand claim. It uses three distance screen modules to the brand claim and the height is limited by the Aral diamond.
Integration of Pictures
The first option for using pictures in the Aral tableau is to use one of the three defined image corridors which consume 25%, 50% or 61.8% of the format. A picture height of 25% can only be used in literature design if the motif used is suitable for the extreme landscape format of the image corridor. A picture height taking up 50% of the format is suitable on the other hand for applications using more text or text written in a large font. A picture height of 61.8% defines the Golden Section and stands for a particularly balanced use of space.
In addition to the possibility of using full-format pictures inside the image corridors for communications, alternatively it is possible to integrate a cut-out photo into the Aral tableau. The use of cut-out motifs is limited to real objects that can be found at Aral. This may include products or items from the world of Aral such as petrol cards or the CD containing the latest fleet management software. Not permitted is the use of cut-out people or objects that symbolise a product or a service. To facilitate day-to-day operations the Aral tableau inclusive of image and text corridors is available as a digital working template for standard dimensions for an Adobe InDesign CS3* InDesign programme environment.