How AACT sounds.

Rules

1. 01

   Carry one of the three pillars in every message.

   Share, Connect and Succeed are the key messages. 'These pillars should be referenced when developing new programs and resources to ensure we are upholding our brand messaging.' Share: platforms, articles and tools to share time-saving ideas, and a voice in AACT's future. Connect: a community where teachers find support, ask questions and overcome challenges. Succeed: professional development, current information on trends in chemistry education, and mentoring.

   Derived from. Brand Pillars, p. III

2. 02

   Speak to the joy of teaching chemistry, professional growth, and relationships.

   The brand was built to connect with members and potential members on an emotional level, not only to list resources.

   Derived from. Brand Story, p. II

3. 03

   Write for teachers of chemistry, K-12.

   The audience is K-12 teachers of chemistry, members and potential members. The logo sets 'of Chemistry Teachers' in italic 'to further emphasize the beneficiaries of the association.'

   Derived from. Brand Pillars p. III; logo p. 1.1

4. 04

   Name the association in full before using AACT.

   Every page of the book introduces 'the American Association of Chemistry Teachers (AACT)' before it uses the acronym. The name is descriptive on purpose: it ties back to ACS, the American Chemical Society.

   Derived from. Introduction p. I; Brand Story p. II; press release p. 6.2

5. 05

   Credit ACS as the endorser, not the author.

   The fixed line is 'The American Association of Chemistry Teachers is brought to you by the American Chemical Society.' ACS is less prominent than AACT wherever both appear.

   Derived from. Co-branding p. 1.9; stationery p. 5.2