Aral’s brand design is contingent on the Aral Blue respectively the Aral Blue gradient: it is the very interaction of this colour composition comprised of the Aral logo and Aral typeface that creates Aral’s unique identity.
Aral Blue Gradient
Aral Blue gradient with shaded edge.
Simplified version of Aral Blue gradient with colour values.
The Aral gradient is a radial gradient which reaches its lightest starting point to the top left of the format, and its darkest to the bottom right. Between these two CMYK blue (respect. grey) tones are an additional three CMYK blue (respect. grey) tones which define the gradient. This “gradient combination” always remains the same, regardless of format. Only the individual gradient areas which depict the individual tone may differ in size and expansion. In principle, however, all five tones can be found across gradient’s diagonal. The Aral gradient is complemented by a gradient shadow. In portrait format, this shadow is positioned below the image corridor; in landscape format, next to the image corridor. Even for full-format Aral Blue gradients without image corridor the gradient shadow is located to the top end of the format. A black & white version of the Aral Grey gradient is to be used only in daily newspapers. Gradient reference cards are available to match the gradient application in printing.
If the Aral Blue gradient cannot be implemented, Aral Blue is used instead. Aral’s special colours should be applied for this. Alternatively, the binding CMYK value should be used. Special Aral blue colours are also mandatory for films, paint, plastic, etc.
Aral Screen Values
The colour component consumed by the screen values must be less than that consumed by the Aral Blue gradient component respect. the Aral Blue colour component. Aral Blue screen values may be used in addition to Aral Blue, white or black, to accentuate worded content.
The four supplementary colours are to accentuate worded content and are never used in a decorative context and with a functional purpose only. Prior to making such a colour choice it must be considered if the intended presentation could also be achieved using the Aral Blue gradient, alternatively Aral Blue, white or an Aral Blue screen value. The supplementary colours must not consume more than 4% of the format of a single-page medium or of the covers of multi-page media. The following colour hierarchy applies to communication: Aral Blue gradient over Aral Blue; over white; over Aral Blue screen values; over supplementary colours.