BRAND EXPRESSION GUIDELINES. American Heart Association
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1 BRAND EXPRESSION GUIDELINES American Heart Association
2 Foundations
3 Foundations Positioning Values & Impact Character Approach Make our position your own, by telling people your personal story, and why you re fighting for a world free of heart disease and stroke. We believe everyone deserves to live a healthier, longer life. There are moments in life we wish we could freeze in time. We live them. We live for them. They are intimately personal; they are gladly shared. What is life if we cannot experience these moments of joy, wonder and happiness? We want people to experience more of life s precious moments. To do that, we must be healthy in heart and mind. For the heart is where life s moments are felt most. And the mind is where these moments become memories, and are relived again and again. It s why we ve made better heart and brain health our mission. And together with our volunteers and partners, we ve made an extraordinary impact Healthier adults. More active children. Stronger survivors. But we are just beginning. Until there s a world free of heart disease and stroke, we ll be there, making a healthier, longer life possible for everyone. You may ask why we do what we do. The answer is simple. Because we are the American Heart Association/American Stroke Association. And life, life is why. Values & Impact
4 Foundations Positioning Values & Impact Character Approach Keep Life Is Why in mind when developing all communications, to help embody our core purpose and Guiding Values. Improving and Extending People s Lives Bringing Science to Life Speaking with a Trustworthy Voice Building Powerful Partnerships Inspiring Passionate Commitment Meeting People Where They Are Making an Extraordinary Impact Ensuring Equitable Health for All life is why Create a culture of health where the healthy choice is the default choice. Character
5 Foundations Positioning Values & Impact Character Approach Simple Our message is always simple and to the point. SIMPLE HEADLINE POSITIVE & EMOTIONAL PHOTOGRAPHY Use these characteristics in concepting messages to consumers. Positive We motivate, engage and enable people to build sustainable culture of health. Emotional We help people experience more of life s precious moments. Personal What s your why? Our communications should quickly establish a meaningful connection. PERSONAL MESSAGE Approach
6 Foundations Positioning Values & Impact Character OUR BRAND Approach Use the resources at the end of this document to request a new initiative name/trademark. OUR BRAND POSITIONING We believe everyone deserves to live a healthier, longer life OUR ESSENCE life is why OUR INITIATIVES Elements
7
8 PRIMARY LOGO Normal clearspace 100% of the height of the H in Heart. Use AHA/ASA as the default logo for most external communications and most programs, excluding fundraising. It is also used for signage, letterhead, and anything specific to stroke. Use AHA as the default logo for fundraising programs, ECC materials, life is why marketlevel sponsorships, and cause partnerships where specified. SECONDARY LOGO Normal clearspace 100% of the height of the H in Heart. Programs/Event Logos
9 NOTE: limited usage. Must be approved in writing by NC Branding, e.g., Professional Heart Daily sites; YouTube channel LITTLE OR NO CONTRAST PATTERN WHICH INTERFERES WITH LEGIBILITY USE OF COLOR (OTHER THAN RED, BLACK, WHITE OR GREY) Use the Heart & Torch alone in digital settings if approved by NC Branding. May be used as standalone only when accompanied by full logo within the same page/communication. ROTATE OR SKEW PLACING OVER PHOTO WHICH INTERFERES WITH LEGIBILITY SEPARATE COMPONENTS DON T: Don t change the proportions or colors of the logo or change the orientation, stylize with backgrounds or borders Don t use the logo multiple times in one context or layout. USE OF SPECIAL EFFECTS* USE ANY OUTDATED LOGOS Programs/Event Logos
10 Examples Program Name Program Name Use program logos in either horizontal or vertical format. Use a horizontal or vertical rule line to designate that the program is a sub-brand of AHA. Contact the National Center Design Studio for any new logos, with program names to be set in Helvetica Bold. Include LIW tagline in all logos; the exception is the LIW Market- Level Sponsorships. Program Name Program Name DON T: Don t change existing logos which have considerable equity (e.g., Go Red) Don t create new program logos that combine icons or illustration with our logo. City Name
11 Program Name 75% 55% Make national sponsor logos no more than 75% of the AHA logo, not including program name. Use the 75% box in blue as a guideline. Make local sponsor logos no more than 55% of the AHA logo, not including program name. Use the 55% box in blue as a guideline. DON T: Don t change the proportions shown here for sponsor logos. The most prominent identity on the page should be the AHA logo. Sponsored nationally by SUBWAY restaurants. SUBWAY is a Registered Trademark of Subway IP Inc Subway IP Inc. Locally sponsored by Sponsor Logos cont d
12 Elements City Name 2016 Dallas Heart Walk September 10, 2016 WALK base of reunion tower opening ceremonies Place the AHA logo at the top right of most communications, separated from sponsor logos. Make the AHA logo the most prominent identity on the page. Use a proclaimer statement as specified in legal agreement to designate each type of sponsor relationship. Wherever possible, separate sponsor logos from the AHA logo, e.g., at the bottom of the page or in a separate space. HE T AR 8:30 am Locally sponsored by: Life Is Why First Coast is sponsored by: National Heart Walk Sponsor Dallas Healthy Living Sponsors Dallas Heart Walk Signature Sponsors Media Sponsors
13 Joint venture logos must be reviewed by the brand team. Place the AHA logo first in the lockup (where allowed by partner). Include proclaimer language below the lockup, centered between the AHA and partner marks. DON T: Don t designate a joint venture relationship via a vertical rule line; that should be reserved for the name of the program (where allowed by partner).
14 Brand Red is Pantone 485 should be most prominent. DOMINANT COLOR PALETTE BRAND RED/ PANTONE 485 0C/100M/100Y/0K HEX#FF0000 BECAUSE LIFE IS VIBRANT, WE VE EXPANDED OUR COLORS. SECONDARY COLOR PALETTE PANTONE 144 2C/54M/100Y/0K PANTONE C/4M/100Y/0K HEX#F7500 HEX#75F500 PANTONE C/94M/0Y/0K HEX#700F00 Use color in a way that optimizes legibility. Use color deliberately and sparingly. Use our approved color palette consisting of dominant, secondary, and neutral colors and their tints. Use our preferred brand typeface (Helvetica Neue), along with our preferred secondary typefaces. Helvetica Neue PANTONE C/10M/18Y/0K HEX#4FE600 PANTONE C/49M/0Y/0K HEX#3082FF NEUTRAL PALETTE PANTONE COOL GRAY 10 61C/53M/48Y/19K HEX#51616B PANTONE C/45M/73Y/3K HEX#BA9443 Lorem ipsum archicia velia ipsuntis eni odit et molorrovid ut quam endis. (Helv Neue Light) DON T: Don t overuse Red (PMS 485); it should appear in every layout, in combo with our other colors that provide variety and visual interest. Don t set body copy any smaller than 9 pts with 10 pts leading. Don t use Helvetica bold and black fonts or Times bold fonts. Lorem ipsum archicia velia ipsuntis eni odit et molorrovid ut quam endis. (Helv Neue Roman) Lorem ipsum archicia velia ipsuntis eni odit et molorrovid ut quam endis. (Med Condensed) Lorem ipsum archicia velia ipsuntis eni odit et molorrovid ut quam endis. (Bold Extended) Times New Roman Lorem ipsum archicia velia ipsuntis eni odit et molorrovid ut quam endis. (Roman) Lorem ipsum archicia velia ipsuntis eni odit et molorrovid ut quam endis. (Semibold) Lorem ipsum archicia velia ipsuntis eni odit et molorrovid ut quam endis. (Bold) Lorem ipsum archicia velia ipsuntis eni odit et molorrovid ut quam endis. (Extra Bold)
15 Use photography that encompasses one or more of our brand characteristics: simple, positive, emotional, personal. Use photography that relates to family and friends. Use photography that tells a story. Examples
16 Branding Exception Request Resolve issues / request exceptions: this Sharepoint document offers a way to seek approval for things that are outside of the Guidelines. Use these resources when you need assistance with any Branding issues: General questions about brand guidelines: to ahaasabrand@heart.org Approval of new program name and trademark: this Sharepoint document will lead you through the process: New Name_Trademark Process Access logos and other AHA/ASA assets: End
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