Contents
Introduction / SAMA Brand Narrative / SAMA Personas / Logotype / Color / Typography / Illustration / Iconography / Photography / Tone of voice / PPT Slide Deck Guidelines / Email Signatures / Customer Dialogue
Introduction
We built this toolkit to help establish our visual identity. Everything it contains has been carefully considered and created. But before we go any further, let’s talk about why this toolkit is necessary — and why it’s important to follow these guidelines!
Our identity is more than just a logo. It’s a design system built with a number of core elements that come together to make the SAMA brand instantly recognizable.
Everything we say and do communicates something about us – from the way we advertise our membership and training, to the choice of words we use to describe them. All of these choices are guided by our design principles.
This toolkit provides the foundation for our visual identity system. Naturally, the guidance will need to evolve over time as our visual identity develops and new identity assets and applications are added. Stay tuned!
The Strategic Account Management Association (SAMA) empowers organizations worldwide to turn strategic customer partnerships into engines of growth and innovation. Through world-class assessments, certifications, and training, cutting-edge research, and a vibrant global peer community, we help individuals and teams deepen trust, unlock value, and achieve enduring business success.
Brand Promise
SAMA promises to be the indispensable resource for strategic account management excellence —empowering individuals and organizations to master customer partnerships, achieve transformative growth, and navigate complexity.
Value Proposition
SAMA is the only global community dedicated to advancing the art, science, and heart of SAM across the entire customer partnership ecosystem. Through gold-standard certifications, cutting-edge research, and a vibrant peer-to-peer network, we empower teams to forge deep, lasting customer relationships, navigate complexity, and achieve transformative growth.
Why Explain the SAMA Brand?
Need for Clarity & Consistency
Multiple directions have led to confusion about who we serve and what we offer
Owning Our Narrative
The market sometimes defines us more than we define ourselves
Expanding Reach
Growing globally (Europe, SE Asia) and attracting diverse roles (C-suite, CX, frontline)
Future-Focused Thought Leadership
Showcase our cutting-edge insights and innovation
Partnership Potential
Unified message to
co-create value with academic, consulting, and industry partners
Who We Are & What We Do
Professional Excellence
Setting the global standard for SAM expertise through comprehensive certifications and benchmarks.
Community & Collaboration
Fostering a vibrant network for cross-functional learning and shared success
Innovative Insights & Resources
Delivering actionable research, frameworks, and tools for modern challenges.
Strategic Customer Success
Enabling organizations to drive transformative, mutual value with customers.
What We Do
- A vibrant global peer network across industries and geographies
- Gold-standard training & certification in strategic account management
- Best in class assessments for enterprise programs and individual/team competency
- Exclusive access to cutting-edge research, tools, and benchmarking
- Hands-on support to launch, grow, and optimize SAM programs
SAMA Personas
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Stephen/Stephanie
A new strategic account manager (SAM) (<3 years experience)
Luke/Lucy
Learning and development professional who supports SAMs
Academic
Working in academia on strategic account management
Bert/Betty
Experienced in SAM and looking to level up (4+ years experience)
Robert/Robin
Driver of small SAM program
Consultant
I consult with people on how to improve their SAM programs
Daniel/Danielle
A manager of SAMs in a new SAM program
SAM Program Office
Responsible for the processes, reporting and infrastructure of a SAM program
Tech/Tool Provider
Provider of a technology, tool, service or product for SAMs
Andrew/Andrea
A manager of SAMs in a mature or established SAM program
Executive
C-Level executive or reporting to C-level executive on the SAM program. Is the budget holder for the program
Tim/Tammy
Marketing professional working to help SAMs succeeded
SAMA Logo
The SAMA logo is a symbolic representation of the brand. It should not be altered in any way. The parent brand of icon + wordmark is the preferred usage for partnerships, co-branding, and in media articles.
The wordmark remains an essential identifier of our brand. While our goal is to lead with the SAMA hugs, we enlist the wordmark to ensure brand recognition in low-awareness markets or when production limits the use of color.
The logo is available in both negative, and positive appearance and can be used against most types of backgrounds. It is very important to make sure it’s clear.
SAMA Logo
Transparent Background
Opaque Background
SAMA Logo Watermark
Transparent Background
Opaque Background
The minimum clearance areas are shown above — whenever possible, it’s best to leave more space around the logo than the minimum exclusion zone.
Exclusion Zone
The Exclusion Zone is a critical design element that ensures the SAMA logo remains clear, legible, and impactful in all applications. This zone refers to the amount of space around the logo that must remain free of other graphic elements, text, or imagery to preserve its integrity and visibility.
We use an exclusion zone in our layouts to create a safe space around the logo and ensure it stands out without competing against other design elements. No graphic elements, additional lettering, or imagery should be placed within the exclusion zone.
The exclusion zone around the wordmark is the width of the M.
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Negative and Positive Appearance
The SAMA logo is available in solid black or white appearance for situations where only one color is allowed for print, or when the background color and image is too dark.
The white SAMA logo is to be used when grayscale backgrounds are darker than 40%. The black or SAMA navy logo is to be used when the background color is less than 40% saturation.
Our logos commonly appear on solid colors, Textures, and content. Proper contrast ensures logo readability. Background shadows are not recommended.
Do’s and don’ts
Don’ts
✗ Don’t alter, modify or change the color of the logo in any way.
✗ Don’t re-orient or rotate the logo.
✗ Don’t compress or stretch the logo.
✗ Don’t add effects to the logo.
✗ Don’t change the gradient on the logo.
✗ Don’t remove part of the logo.
✗ Don’t change the name in the logo.
✗ Don’t place over busy backgrounds.
✗ Don’t change the font in the logo.
Do’s
✓ Use our duo-color and mono-chrome logos in the way outlined in our logo guidelines
✓ Use our dou-color logos where-ever possible.
✓ Use the corresponding dark color monochrome logos if using bright colors as backgrounds.
Color Pallet
Our brand palette consists of eight core hues — used as solids and gradients.
We do not use tints, they are all solid independent colors that create the full range.
Our Primary Colors should be always be used predominantly, supported by secondary colors.
Our Secondary Colors should be only used to highlight, complement and enhance our primary colors. They should be used sparingly and never compete or dominate a design, reserving them for secondary elements to create hierarchy or depth. Please make sure when using our secondary color palette that they meet accessibility guidelines.
The colors may be toned smoothly, preferably in 10% increments. 100%, 90%. 80%, 70% … and so on.
Primary Colors
CMYK: 100, 88, 41, 52
RGB: 4, 30, 66
HEX: #041E42
PMS: 655C
SAMA Red
CMYK: 0, 68, 65, 36
RGB: 164, 52, 58
HEX: #8B171E
PMS: 1807C
Vintage SAMA Blue
CMYK: 100, 85, 30, 16
RGB: 0, 58, 112
HEX: #003A70
Very Light Blue
CMYK: 7, 3, 0, 7
RGB: 221, 229, 237
HEX: #DDE5ED
Bright Blue
CMYK: 100, 80, 9, 0
RGB: 0, 76, 151
HEX: #004C97
Gray
CMYK: 2, 0, 0, 17
RGB: 208, 211, 212
HEX: #D0D3D4
Light Blue
CMYK: 100, 56, 0, 67
RGB: 239, 243, 245
HEX: #BFCED6
Off White
CMYK: 4, 3, 3, 0
RGB: 241, 241, 241
HEX: #F1F1F1
Primary Fonts
We use type in a clear, calm and confident manner. To maintain a consistent tone, we exercise restraint in the weights and styles we use.
Weis Std is the distinctive font used to create the logo for SAMA.
Acumin Pro is the font used for marketing, product, and web experiences. It’s available for most world alphabets.
There may, in certain circumstances, be occasions where our typefaces aren’t available for use. (e.g. when web-fonts have been blocked or are unavailable, or when working with MS Office applications, such as Word or Excel, etc.). When this occurs Arial can be used.
Acumin Pro SemiCondensed Family
by Robert Slimbach for Adobe Originals
Acumin Pro SemiCondensed Light is preferred over any other weight or style while Acumin Pro SemiCondensed Bold is used to call attention.
HEADLINE
Acumin Pro SemiCondensed Bold
Conversational Headline
Acumin Pro SemiCondensed Regular (87% tint)
Section Header
Acumin Pro SemiCondensed Bold
Subhead
Acumin Pro SemiCondensed Bold (min of 2 pt larger than Body)
Body
Acumin Pro SemiCondensed Light
Photography and Artwork
SAMA’s imagery is a very important and representative part of the brand identity. We have chosen to develop a wide picture language to give us an freedom to communicate important topics for us and for our stakeholders.
Key Visuals are used where an identity creating “first impression“ is required: for applications such as covers, presentations and lead pictures in online media. They are preferably placed as large as possible. A range from impressive photos or photorealistic renderings to abstract graphics is available. The images are full-color and are occasionally combined with the SAMA navy blue.
Storytelling
The purpose of our pictures is to engage the viewer and to deliver a statement. Capture images that tell a great story. We want our images to tell a good story, make you feel like you are part of that moment and be positively human.
Portrait images focus on friendly expression and mood to evoke feelings of engagement, affinity, and reliability.
All of our photography should aim to feel as true-to-life as possible.
Photography and artwork can be found on Sharepoint. T://Digital Assets/Downloaded Art
Illustration and Iconography
Our illustrative style is designed to be simple, flexible and captivating. Building upon the geometric shapes of the SAMA logo, we add color, layering, motion and detail to create a wide gamut of styles.
With so many possibilities for illustration, it’s important to have restraint and to consider when, how and where illustrations will be viewed. Consider creating themes, seasons, or the specific tone of communication you’re working on.
Our symbolic language.
All SAMA icons show a consistent style. The appearance of the pictograms is simple and bold.
An icon itself will not be able to express complex contents, if you would like to do so consider using explicative text.
Form
Our Icons are flat.
Color
The symbols are preferably set in the primary SAMA Navy, Bright Blue or White.
For applications with more detailed content, e.g. PowerPoint presentations and business reports, you can also use the secondary colour palette. Please observe an overall impression that conforms to the brand and avoid overly colourful use.
Implementation.
If several icons are used at the same time, they should always have the same size. The exception is if the size is meaningful for the content, e.g. in an infographic.
Illustrations and icons can be found on Sharepoint.
T://Digital Assets/Downloaded Art
SAMA Academy
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SAMA Academy Logo
SAMA Academy Logo
SAMA Symposia Logo
SAMA Symposia White Logo
Certified Strategic Account Manager (CSAM)
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CSAM Logo
Transparent Background
Opaque Background
CSAM Provider/Partner Logo
Transparent Background
Opaque Background
CSAM Digital Seal (for graduate certificates only)
Transparent Background
Opaque Background
SAMA Research
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Official SAMA Research Logo
Transparent Background
Opaque Background
Square SAMA Research Logo
(used only when necessary)
Transparent Background
Opaque Background
SAMA Research Champion Logo
Opaque Background
Official SAMA Research Logo
Transparent Background
Opaque Background
Square SAMA Research Logo
(used only when necessary)
Transparent Background
Opaque Background
SAMA Research Champion Logo
Opaque Background
SAMA Excellence Awards™
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SAMA Excellence Awards™ Logo
Transparent Background
Opaque Background
SAMA Excellence Awards™ Logo White
Transparent Background
Opaque Background
SAMA Excellence Awards™ Logo Grayscale
Transparent Background
Opaque Background
Partnerships and Affiliations
There are different lockup formats depending on the type of partnership. The SAMA and partner logos should always have equal visual weight. Otas illant fugiatessit, quiate id maios mi, sit laut que dem fugia vel magnate ex eum volendu ntisin nobisinvent dolesti atiorep erferibustio blacestem fugia conempor soluptat ut voloris dis molupta tenempe llacil ipic test quis volore omniam faceari busaectatus debisciet ut laccuptas magnimagnis voles aceratet destrum iuntum re
1 to 1 ratio
1 to 1.5 ratio
Membership Recognition
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SAMA Corporate Member Logo
Transparent Background
Opaque Background
SAMA Individual Member Logo
Transparent Background
Opaque Background
Executive Groups
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SAMA Customer Advisory Board (CAB) Logo
Transparent Background
Opaque Background
SAMA Customer Advisory Board (CAB) Logo Grayscale
Transparent Background
Opaque Background
SAMA Customer Advisory Board (CAB) Logo White
Transparent Background
Opaque Background
SAMA Expert Council Logo
Transparent Background
Opaque Background
SAMA Podcast
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Podcast Rules
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Specs & Tips
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SAMA Webcast
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Webcast Rules
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Specs & Tips
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Velocity® Magazine
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SAMA PowerPoint Slide Deck
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Logo Positioning
Whenever possible, the logo should be placed at the top left of the page. If the design doesn’t permit this, place it according to the guide shown below.
