American Heart Associationlocalheart.org/idc/groups/branding-public/.../downloadable/ucm_49380… · Because we are the American Heart Association/American Stroke Association

American Heart Association

BRAND EXPRESSION GUIDELINES

Foundations

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.

DO: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.

Foundations

Positioning

Values & Impact

Character

Approach

Brand Expression Guidelines

Values & Impact

Create a culture of health where the healthy choice is the default choice.

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®


Character

DO:Keep Life Is Why in mind when developing all communications, to help embody our core purpose and Guiding Values.

Foundations

Positioning

Values & Impact

Character

Approach

SimpleOur message is always simple and to the point.

PositiveWe motivate, engage and enable people to build sustainable culture of health.

EmotionalWe help people experience more of life’s precious moments.

PersonalWhat’s your “why”? Our communications should quickly establish a meaningful connection.

SIMPLE HEADLINEPOSITIVE & EMOTIONAL PHOTOGRAPHY

PERSONAL MESSAGE


Approach

Foundations

Positioning

Values & Impact

Character

Approach

DO:Use these characteristics in concepting messages to consumers.

OUR BRAND POSITIONINGWe believe everyone deservesto live a healthier, longer life


Elements

OUR BRAND

OUR ESSENCE

OUR INITIATIVES

Foundations

Positioning

Values & Impact

Character

Approach

DO:Use the resources at the end of this document to request a new initiative name/trademark.

life is why®

Elements


Programs/Event Logos

Elements

Brand Signature

Program/Event Logos

AHA Use of Sponsor Logos

Joint Ventures

Colors & Typography

Imagery/Photography

Resources

DO: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 market-level sponsorships, and cause partnerships where specified.

PRIMARY LOGO

Normal clearspace 100% of the height of the H in Heart.

SECONDARY LOGO

Normal clearspace 100% of the height of the H in Heart.


Programs/Event Logos

ROTATE OR SKEWPLACING OVER PHOTO WHICH INTERFERES WITH LEGIBILITY SEPARATE COMPONENTS

USE ANY OUTDATED LOGOS

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.

Elements

Brand Signature

Program/Event Logos


Joint Ventures

Colors & Typography

Imagery/Photography

Resources

NOTE: limited usage. Must be approved in writing by NC Branding, e.g., Professional Heart Daily sites; YouTube channel

DO: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.

LITTLE OR NO CONTRASTPATTERN WHICH INTERFERES WITH LEGIBILITY

USE OF COLOR (OTHER THAN RED, BLACK, WHITE OR GREY)

USE OF SPECIAL EFFECTS*



Program Name Program Name

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.

Elements

Brand Signature

Program/Event Logos


Joint Ventures

Colors & Typography

Imagery/Photography

Examples

Resources

DO: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.

City Name


Sponsor Logos cont’d

©2016, American Heart Association. Also known as the Heart Fund. 9/16DS0000

Locally sponsored by

SUBWAY® is a Registered Trademark of Subway IP Inc. ©2016 Subway IP Inc.

Sponsored nationally by SUBWAY® restaurants.

75%

55%

DON’T:Don’t change the proportions shown here for sponsor logos. The most prominent identity on the page should be the AHA logo.

Elements

Brand Signature

Program/Event Logos


Joint Ventures

Colors & Typography

Imagery/Photography

Resources

DO: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.

Program Name


Joint Ventures

National Heart Walk Sponsor Dallas Heart Walk Signature Sponsors

Media Sponsors

HEART

WALK

2016 Dallas Heart WalkSeptember 10, 2016

base of reunion toweropening ceremonies

8:30 am

Dallas Healthy Living SponsorsLife Is Why First Coast is

sponsored by:

Locally sponsored by:

™

City Name™

Elements

Brand Signature

Program/Event Logos


Joint Ventures

Colors & Typography

Imagery/Photography

Resources

DO: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.


Colors & Typography

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).

Elements

Brand Signature

Program/Event Logos


Joint Ventures

Colors & Typography

Imagery/Photography

Resources

DO: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.


Imagery/Photography

Brand Red is Pantone® 485 should be most prominent.

BECAUSE LIFE IS VIBRANT, WE’VE EXPANDED OUR COLORS.

SECONDARY COLOR PALETTE

DOMINANT COLOR PALETTE

0C/100M/100Y/0K HEX#FF0000

56C/94M/0Y/0K HEX#700F00

69C/10M/18Y/0K HEX#4FE600

76C/49M/0Y/0K HEX#3082FF

61C/53M/48Y/19K HEX#51616B

25C/45M/73Y/3K HEX#BA9443

55C/4M/100Y/0K HEX#75F500

2C/54M/100Y/0K HEX#F7500

NEUTRAL PALETTE

BRAND RED/PANTONE® 485

PANTONE® 144

PANTONE® 376

PANTONE® 2593

PANTONE® 631

PANTONE® 2727

PANTONE® COOL GRAY 10

PANTONE® 465

Helvetica Neue

Lorem ipsum archicia velia ipsuntis eni odit et molorrovid ut quam endis. (Helv Neue Light)

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)

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.

Elements

Brand Signature

Program/Event Logos


Joint Ventures

Colors & Typography

Imagery/Photography

Resources

DO: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.


Examples

Elements

Brand Signature

Program/Event Logos


Joint Ventures

Colors & Typography

Imagery/Photography

Resources

DO: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.


End

Elements

Brand Signature

Program/Event Logos


Joint Ventures

Colors & Typography

Imagery/Photography

Resources

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: email to [email protected]

Approval of new program name and trademark: this Sharepoint document will lead you through theprocess: New Name_Trademark Process

Access logos and other AHA/ASA assets: www.localheart.org

Documents

American Heart Associationlocalheart.org/idc/groups/branding-public/.../downloadable/ucm_49380… · Because we are the American Heart Association/American Stroke Association