American Gem Society
Brand Standards Guide
American Gem Society® (AGS) is one of the most respected nonprofit associations for jewelry professionals in the jewelry industry. Our mission, values, and vision encompass the highest ideals of ethics, knowledge, and consumer protection.
It is a reputation AGS has earned through decades of diligent effort. It is our image in the marketplace.
It is our brand.
The AGS logo is one of our most valuable assets. Therefore, the logo signifies excellence in our field. It separates you from the competition and promises consumers a satisfying experience. It is your responsibility—and to your benefit—to reaffirm and enhance the American Gem Society® experience every time you connect with a customer, the trade, media, or your community.
When used properly, branding can create a powerful emotional connection. The following provides guidelines and rules for maintaining a strong, unified brand image. Using it correctly can help you tell the story of your AGS membership.
LOGO
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Table of Contents
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Member
Professional Credentials
Referencing Past Credentials
If you leave the AGS membership, you may no longer use your AGS title. If you wish to reference your former title, please provide the dates you held it. Use the following format: “[First Name] [Last Name], [AGS Title] [MM/DD/YYYY–MM/DD/YYYY].”
Example: Jane Doe, CG [01/05/2016–08/23/2023].
This applies to listings on your website and social media.
TYPOGRAPHY
Aa
Apparat
Bold
Regular
Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ¿ ? ¡ ! & @ ‘ ’ “ ” « » % * ^ # $ £ € ¢ / ( ) [ ] { } . ,
Use: Print and website. Headlines and body copy.
Aa
Times New Roman
Bold
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ¿ ? ¡ ! & @ ‘ ’ “ ” « » % * ^ # $ £ € ¢ / ( ) [ ] { } . ,
Use: American Gem Society Logo
Substitutes
Aa
Roboto
Bold
Regular
Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ¿ ? ¡ ! & @ ‘ ’ “ ” « » % * ^ # $ £ € ¢ / ( ) [ ] { } . ,
Use: Print, email campaigns, and website when Apparat is not available.
Aa
Arial
Bold
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ¿ ? ¡ ! & @ ‘ ’ “ ” « » % * ^ # $ £ € ¢ / ( ) [ ] { } . ,
Use: Print, website, and all other applications when other fonts are not available.
Aa
Verdana
Bold
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ¿ ? ¡ ! & @ ‘ ’ “ ” « » % * ^ # $ £ € ¢ / ( ) [ ] { } . ,
Use: Email
BRAND COLORS
PRIMARY COLOR PALETTE
AMAZON GREEN
CMYK: 73, 33, 75, 17
RGB: 74, 121, 87
HEX: #4A7957
DARK LAVA
CMYK: 67, 61, 61, 49
RGB: 63, 62, 61
HEX: #3f3e3d
SECONDARY COLOR PALETTE
DEEP SPACE
CMYK: 77, 47, 53, 22
RGB: 62, 100, 101
HEX: #3e6465
Brick Red
CMYK: 16, 90, 67, 3
RGB: 200, 63, 77
HEX: #c83f4d
Carrot Orange
CMYK: 3, 51, 100, 0
RGB: 240, 144, 33
HEX: #f09021
VIOLET
CMYK: 64, 69, 33, 13
RGB: 105, 87, 118
HEX: #695776
LEGAL GUIDELINES
Much thought and effort went into the development of the American Gem Society’s identity. To preserve this identity, it is crucial for all of us to adhere to the legal guidelines concerning registered trademarks.
Deviating from the standards outlined in this guide can result in the loss of a member’s right to use the logos, taglines, and possibly even the American Gem Society® name.
Please refer to our Trademarks Page to learn about Intellectual Property belonging to AGS and registered trademarks.
It is against our policy to create any new products or services utilizing the American Gem Society® name or any of our intellectual property. Please contact [email protected] if you have questions.