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Brand Standards
Introduction
The American Red Cross is one of the nation’s best-known and most-respected charities. Yet in
today’s world, where the public is bombarded with information and calls for support, it’s more and
more difficult to stand out and be remembered. Consequently, it’s more important than ever that
we present our organization consistently.
We can do this by presenting the same brand identity. With the help of internal and external
experts, we have developed a book of easy-to-use brand standards. These standards cover all
aspects of our identity: message, voice and tone and appearance. They provide a way for us to
make all our communications sound and look as if they are coming from the same organization—
and save money and time while we do so.
Adopting these standards will help us strengthen our identity and improve our visibility. They
will help make American Red Cross communications clearer, more powerful and more effective.
Presenting a unified, consistent brand to the public will help enhance our credibility, heighten
awareness of all we do, strengthen relationships with our donors and volunteers and ultimately
allow us to reach and help more people. That is why I believe we must adopt these standards.
We will gain much by doing so.
We want this book to be as user-friendly as possible. In the back, you’ll find a CD containing
new logos as well as PowerPoint and stationery templates. If you have questions, comments or
suggestions about the book or how to apply the standards to your communications, please send
them to [email protected].
Sincerely,
Suzy DeFrancis
Chief Public Affairs Officer
Introduction
Table of Contents
Section 1: Brand Basics
1 Defining a Brand
3 The Goal of Brand Standards
4 Mission and Fundamental Principles
5 Core Purpose
6 Our Purpose
7 Brand Positioning
9 Brand Attributes and Benefits
Section 2: Voice and Tone
11 Voice and Tone
15 Copy and Editorial Guidelines
Section 3: Visual Elements
17 Look and Feel
19 Logo History
20 Logo Clear Space
21 Spanish Logo
22 Logo Color
23 Unit Name Lockup Structure
24 Lockups for External Building Signage
25 Logo Standards
26 Logo Violations
28 Alternative Uses of the Cross
32 Typography
34 Color Palette
36 Photography Guidelines
37 Photography Examples
43 Monotone and Duotone Examples
44 Finding Photos
Section 4: Applying Brand Basics
45 Logo Size Standards
46 Business Stationery
52 Brochure and Report Covers
58 Newsletters
62 PowerPoint Templates
67 E-mail Signatures
68 Promotional Items
70 Clothing and Patches
72 Pins and Jewelry
74 Architecture
76 Illustrations
Section 5: More Information
79 FAQs
82 Legal Considerations
Brand Standards | Table of Contents
Table of Contents
©2008 The American National Red CrossThe American Red Cross name and logo are registered trademarks of the American Red Cross.
Section 1: Brand Basics
— Defining a Brand
— The Goal of Brand Standards
— Mission and Fundamental Principles
— Core Purpose
— Our Purpose
— Brand Positioning
— Brand Attributes and Benefits
Brand Standards | Brand Basics
What Is a Brand, Anyway?
Before we talk about brand positioning and brand standards, we should define “brand.”
A brand is more than just a logo. It is a promise about what an organization is and
what benefits it delivers every time people come in contact with it. Our brand is
experienced by the public in what they see, hear, read and personally encounter
about the American Red Cross.
Brands that thrive offer a return to the customer, whether it’s tangible or intangible,
rational or emotional. And they provide this return each and every time the customer
encounters the brand.
—William J. McEwen, Married to the Brand
Our brand conveys our credibility, our competence and our caring. If we are consistent in the
way we behave, speak, sound and look, we can increase the public’s understanding of what
we do. Our messages will be strengthened, and we will build and maintain trust. In the long run,
a strong brand will help us become a stronger organization. Our supporters will remember us,
return to us and recommend us to others.
Defining a B
rand
Brand Standards | Page 1
Defi
ning
a B
rand
Brand Standards | Page 2
On a very practical level, presenting the Red Cross brand in a consistent way has many benefits:
1. You save time. You already know what to say and how to say it because you have one
underlying message, and design is simpler because you are working from a set of
visual elements.
2. You save money. With basic design elements, examples and templates available, your
design work should be much simpler. For some projects, you may not need a designer at all.
3. Your efforts are more effective. By creating a unique Red Cross identity, we help the
public recognize materials as distinctly ours, whether they are found in New England or on
the West Coast. This can increase public awareness of the Red Cross and our mission and
enhance our credibility. It can make us stand out in a cluttered communication environment
and improve our fundraising potential.
The Goal of Brand Standards
Who are we? What do we stand for? How do we communicate that? This brand standards
book was created to help you understand the answers to these questions and more. We believe
that when we all use these standards, the Red Cross brand will become stronger. These
standards will help us establish a greater connection with all of our constituents—financial donors,
blood donors, volunteers—and those we still need to reach. As a result, we will be able to
empower more people to change lives.
Inside these pages, you’ll find a new positioning for the American Red Cross. We used our
fundamental principles and our purpose (our reason for being) as the foundations to develop
our new positioning.
This book was designed with the help of internal and external experts to provide easy-to-use
guidance and standards to present a unified, consistent brand for the American Red Cross.
Ideally, everything we do on behalf of the brand will reflect the standards laid out in this book.
The result will be communications that
are more powerful and more effective.
Brand Standards | Page 2
The Goal of B
rand Standards
Brand Standards | Page 3
Mis
sion
and
Fun
dam
enta
l Prin
cipl
es
Brand Standards | Page 4
The American Red Cross Mission
The American Red Cross, a humanitarian organization led by volunteers and guided by
its congressional charter and the fundamental principles of the International Red Cross
Movement, will provide relief to victims of disasters and help people prevent, prepare for
and respond to emergencies.
Fundamental Principles
Deep within the heart of our organization, there are seven fundamental principles that guide
all our work. These are our organization’s essential and enduring tenets—guiding principles
that have value and importance and are the basis of everything that we do. They also shape
the way the public perceives us.
In all of our work, we are guided by
the seven fundamental principles of the
International Red Cross Movement:
HUMANITY
IMpArTIAlITY
VolUNTArY SerVIce
NeUTrAlITY
INdepeNdeNce
UNIVerSAlITY
UNITY
Core Purpose
Core Purpose is an organization’s fundamental reason for being. An effective purpose reflects
the importance people attach to the institution’s work—it taps their idealistic motivations —
and gets at the deeper reasons for an organization’s existence beyond just making money.
— Jim Collins, Built to Last
Our core purpose sums up the difference that we are trying to make in the world. It is in our
DNA—it should not change. It moves beyond quantifiable goals to the deeper meaning of
our organization. Purpose is not created; it is discovered. Our purpose should guide every
decision we make, but it should only be expressed internally. It is not a tagline for the outside
world to view.
Months of research involving employees, volunteers, blood and financial donors and corporate
partners went into discovering and articulating our purpose.
Brand Standards | Page 4
Core P
urpose
Brand Standards | Page 5
Our
Pur
pose
Brand Standards | Page 6
Our Purpose
Empowering people in America to perform
extraordinary acts in the face of emergency situations
All the elements of our brand align with the core purpose of the Red Cross. In addition to
our fundamental principles and the Red Cross mission, these elements include the functional
attributes and the rational and emotional benefits of our brand. These are further supported
by our brand positioning and personality and the voice and tone of our communications.
Each of these elements is defined in the following pages.
Brand Standards | Page 6
Brand P
ositioning
Brand Standards | Page 7
Brand Positioning
…positioning is not what you do to a product. Positioning is what you do to the mind of the
prospect. That is, you position the product in the mind of the prospect.
— Al Ries and Jack Trout, Positioning: The Battle for Your Mind
Brand positioning evolves; core purpose is constant. Positioning is what a brand stands for in the
mind of the consumer. Brand positioning is shaped by the current marketing environment and
by the purpose of the organization. Just keep in mind that brand positioning is created and can
change over time as the market environment shifts. Purpose is discovered and never changes.
Positioning defines what our brand stands for as it relates to other organizations trying to reach the
same groups. It essentially defines what sets us apart. A strong brand positioning will be unique to us.
Our Positioning
Be a part of a life-changing experience.
When emergencies strike, lives can suddenly take a different path.
When you rise to met the challenge, everyone’s life
begins changing for the better—including your own.
What the Positioning Means to You
Positioning is based on what and who the Red Cross is. And most important, positioning
takes into account the needs and wants of our volunteers and blood and financial donors.
We can use our positioning to create a unique place for the Red Cross in their minds based on
what is important and relevant to them.
Use the positioning as the basis for developing communications for the American Red Cross.
Whether you are writing or designing, our positioning and the accompanying benefits and
attributes provide direction and can help us stay focused. They can guide our efforts to make sure
that what you create is in line with what our Red Cross brand is always trying to accomplish.
When you write or design, refer to the positioning. Does it seem consistent? Could words or
images be adjusted to better match up with our brand model?
In the next sections, we’ll show you how to put all this into action with specific directions on voice,
tone, copy and editorial guidelines, typography, photography and more.
Bra
nd P
ositi
onin
g
Brand Standards | Page 8
Brand A
ttributes and Benefits
Brand Standards | Page 9
Brand Attributes and Benefits
We’ve covered our mission, fundamental principles, purpose and positioning. Now let’s look at our
functional attributes and rational and emotional benefits.
Definitions of Functional Attributes and
Emotional and Rational Benefits
Functional attributes answer the question, “Objectively, what services do we provide?”
We provide relief to victims of disasters and help people prevent, prepare and respond
to emergencies.
Benefits represent the rational or emotional characteristics that donors feel are directly related
to us.
Emotional benefits answer the question, “How do we make you feel?” Being involved allows
people to feel good about themselves, and it allows them to aid others in times of need.
Rational benefits answer the question, “How do we affect you?” This describes how people view
our services and think of us. The Red Cross helps people in times of need.
Brand Standards | Page 10
Section 2: Voice and Tone
— Voice and Tone
— Copy and Editorial Guidelines
Brand Standards | Voice and Tone
Voice and Tone
Brand Standards | Page 11
The Red Cross Voice and Tone
Now that you’re familiar with our purpose and our positioning, it’s time to see how they are
expressed through voice and tone. Through the words we choose, our voice and tone provide
people with another very powerful way to recognize and relate to our brand.
The key to communicating in the Red Cross voice is knowing and understanding our brand
personality traits and how to express them in your writing. Our personality traits are rooted in
our fundamental principles. It’s the way we bring them to life. Using these principles, we ask—
if we were a person, who would we be, and how would we express ourselves? Distilling those
principles, the personality of the Red Cross is best represented as—
PASSIONATE
HUMAN
GENUINE
TRUSTWORTHY
On the next few pages, we’ll provide some examples of these traits.
Voic
e an
d To
ne
Brand Standards | Page 12
WE ARE PASSIONATE,Committed, dediCated, inspired,
earnest, dynamiC.
Our voice is passionate. We believe in our mission. We are motivated to help those in need,
no matter where they live, no matter who they are, no matter what their backgrounds. We are
willing to work hard and go the extra mile to help people. Our words are heartfelt.
WE ARE HUMAN,Compassionate, sensitive, Kind,
down-to-earth, aCCessible.
Our voice is human. We respond because we care. We help people connect with others to be
part of something bigger than themselves. We know that when you’ve lost everything, someone
who will listen can make a difference.
Voice and Tone
Brand Standards | Page 13
WE ARE GENUINE,authentiC, straightforward,
real, honest, sinCere.
Our voice is genuine. The words we use are honest and forthright. We try to feature real people
in the stories we tell. Simply, we are trying to change lives by empowering people. We use facts to
tell our story. We are real and true in what we are saying. Our call to action is clear.
WE ARE TRUSTWORTHY,reliable, responsible,
Credible, believable, prinCipled.
Our voice is trustworthy. We strive to be good stewards of the public’s trust. Our words are
reassuring. When there is a disaster, we will be there to help. We work to make sure blood is
there when a patient needs it.
Brand Standards | Page 12
Examples of Appropriate Voice and Tone
Take three simple steps to get ready for an emergency: Get a kit. Make a plan. Be informed.
Your generosity has helped us take care of people for more than 125 years.
Volunteering says a lot about who you are. When you take action, it can change your life while it
changes the lives of others.
Committed, compassionate volunteers are the heart and soul of the Red Cross.
We prepare for the worst and hope for the best.
Get vital Red Cross training before a disaster strikes, and join us as we help our neighbors in need.
Give blood today and change a life, starting with your own. Seventeen percent of people say they
don’t give blood because they “never thought about it.”
Every two seconds, someone in the U.S. needs blood. Please give.
The American Red Cross works with a global network of Red Cross and Red Crescent societies
to restore hope and dignity to the world’s most vulnerable people.
Voic
e an
d To
ne
Brand Standards | Page 14
Copy and Editorial G
uidelines
Brand Standards | Page 15
Copy and Editorial Guidelines
In general, we follow the editing style of The Chicago Manual of Style (the University of Chicago)
and Words into Type (Prentice Hall, Inc.). Spelling follows Webster’s Third New International
Dictionary, Unabridged. Webster’s Tenth New Collegiate Dictionary is good as a desk reference
and for checking word division. The important thing is to be consistent and appropriate in each
communication piece that is developed.
For specific Red Cross style and grammar guidelines when writing copy, go to
https://crossnet.redcross.org/every/communicate/style.pdf.
Brand Standards | Page 14
Brand Standards | Page 16
Section 3: Visual Elements
— Look and Feel
— Logo History
— Logo Clear Space
— Spanish Logo
— Logo Color
— Unit Name Lockup Structure
— Lockups for External Building Signage
— Logo Standards
— Logo Violations
— Alternative Uses of the Cross
— Typography
— Color Palette
— Photography Guidelines
— Photography Examples
— Monotone and Duotone Examples
— Finding Photos
Brand Standards | Visual Elements
Look and Feel
Brand Standards | Page 17
Look and Feel
In these pages, you’ll find a complete set of design standards. These standards are intended to
ensure a strong, consistent visual identity. While some basics must be strictly adhered to, the goal
isn’t to stifle creativity. It’s to provide building blocks and direction that will help us create materials
that the public will come to recognize as ours. When the look and feel of our materials work with
our voice and tone to support our positioning and our purpose, we can build more emotional and
enduring connections with our constituents.
That’s why it’s our duty as ambassadors of the brand to protect, support and communicate our
brand clearly and consistently in everything we say and do. The best way to start is to read
through this section—and share it with Red Cross colleagues who develop communications.
If you have questions, e-mail [email protected].
LOOK AND FEEL
LOGO COLOR
TYPOGRAPHY
PHOTOGRAPHY
Look
and
Fee
l
Brand Standards | Page 18
The core design elements are the essential visual elements of our brand—the logo, typography,
color palette and photography—are the starting point for any Red Cross communication.
Below is a brief description of each design element. The following pages will take you through
the specifics.
LOGO
Our logo is one of our most valuable assets—one that
is instantly recognized and trusted worldwide.
TYPOGRAPHY
When used correctly, typography can convey image and feeling
every bit as much as—and sometimes more than—photography.
COLOR
Our use of color should always enhance and
complement our logo, never overwhelm it.
PHOTOGRAPHY
Before we read the words, we see the images. Choosing the
right ones will convey a positive impression of our brand.
Logo History
Brand Standards | Page 19
History of the Red Cross Logo
In 1864, the Geneva Convention chose a red cross emblem as a symbol of protection and
neutrality. The Red Cross emblem continues to be an internationally recognized symbol of
protection and neutrality during war and conflict. In peacetime, the Red Cross emblem identifies
people, programs and products connected with the humanitarian mission and activities of the
Red Cross. The red cross is one of the most recognized symbols in the world.
The American Red Cross Logo
It is up to all of us to serve as stewards of one of our most valuable assets—our logo—
a logo that stands as a worldwide symbol of goodwill and humanitarianism. A trusted and
respected emblem is invaluable, and by using it consistently, our organization is strengthened
and communicates a unified message. Our logo consists of two parts: the red cross and our
logotype (the words that say “American Red Cross”).
Brand Standards | Page 18
Logo
Cle
ar S
pace
Brand Standards | Page 20
Logo Clear Space
A minimum clear space equal to one arm of the cross (1X) must be maintained at all times
around the logo. No graphic elements or typography (except the inclusive elements of the
signature lockup, such as unit names) should impede this minimum clear space. Whenever
possible, keep a larger clear area. The logotype alone should be used rarely and only when it is
impossible to print on a white background or when colors other than red and black are
used. One use would be on multipart forms where colored papers are used. A blue “A” is next to
and underneath the stacked American Red Cross logo to illustrate that clear space equal to the
height of the uppercase “A” must be maintained at all times around the logotype.
The logos shown above are new. They have been modified slightly for greater impact and readability. Please discard any logos
acquired before January 30, 2008, and use logos from the Brand Standards CD, LogoNet on CrossNet or, if you are an outside
designer or firm, from www.redcross.org/logos/sig.html.
1X [1X [
[A
[A
Spanish Logo
Brand Standards | Page 21
Spanish Logo
The Red Cross logo is available in Spanish. This is the only non-English version
of the Red Cross logo. All of the same guidelines and requirements still apply. Many
Spanish-speaking areas use the English version of the logo, and this is encouraged.
The logos shown above are new. They have been modified slightly for greater impact and readability. Please discard any logos
acquired before January 30, 2008, and use logos from the Brand Standards CD, LogoNet on CrossNet or, if you are an outside
designer or firm, from www.redcross.org/logos/sig.html.
Brand Standards | Page 20
Logo
Col
or
Brand Standards | Page 22
Logo Color
Shown below are the four ways to correctly use our logo, beginning with the recommended
color version (1) and ending by using the logotype alone (4).
1
2
3
4
Red and black have the most impact!
Always strive to use this version.
When you must use one color, this is preferable.
The logo may appear in all black for black-and-white ads
or when budget constraints are an issue.
Use type alone when you cannot print on a white background.
The logotype alone may appear in another color.
Unit N
ame Lockup S
tructure
Brand Standards | Page 23
Unit Name Lockup Structure
On this page, you’ll see examples of unit name lockups. All chapter and region lockups are available
for downloading through ImageNet on CrossNet. External companies can access them through
www.redcross.org/logos/sig.html. These lockups are new (as of January 30, 2008), so please
discard old files. If you need to create a lockup, the specifications are shown below. The typeface
is Akzidenz-Grotesk Regular.
1X
1X
1X
] 0.5XLeading: 115% of type size
Crossroads Chapter
Birmingham Area Chapter ] 0.4XLeading: 115% of type size
Lock
ups
for E
xter
nal B
uild
ing
Sig
nage
Brand Standards | Page 24
Lockups for External Building Signage
These new lockups provide readability for external building signage, which must be viewed
from a distance. Note that the logo in the first lockup, a one-line horizontal version,
is available only for buildings. It is not included on the CD. Please send an e-mail to
[email protected] to request it. The typeface for the unit name in building signage is
Akzidenz-Grotesk Regular. Always use black. If you need to include the building or unit name,
the type size should be two-thirds the size of one arm of the cross, and the leading (space
between the lines of type) should be set to the size of one arm (1X).
Virginia G. Piper Center
2/3X
Type: Title Case / Berthold Akzidenz-Grotesk Regular
1X
1X
Grand Canyon Chapter Grand Canyon Chapter
Type: Title Case/Akzidenz-Grotesk Regular Size: 2/3X
1X
1X
Logo Standards
Brand Standards | Page 25
Logo Standards
Here are some specific rules to follow that will help maintain consistency when you use our logo.
• You may enlarge or reduce the logo as a whole but do not alter the relationship
between the elements.
• Use the downloaded artwork from the brand CD, LogoNet on CrossNet or, if you are an
outside designer or firm, from www.redcross.org/logos/sig.html.
• The logo must always appear on a white background, with a few exceptions,
such as pins and jewelry.
• On clear or frosted glass, the red and black logo may be applied without creating
a solid white background.
• Do not screen the logo or reverse it out of a color background.
Brand Standards | Page 24
Logo
Vio
latio
ns
Brand Standards | Page 26
Logo Violations
The following samples are the most common misuses of the American Red Cross
logo. If you are unsure about whether a design meets graphic standards, e-mail us at
[email protected], and we’ll respond promptly.
Do not alter the cross or logotype, enlarge or rearrange one element, use a different color or font or re-create it in any way.
AmericanRed Cross
Do not create a field of white for the cross only.
The entire logo must appear on a field of pure,
bright white.
Minimum white space, equal to the length of
one arm (1X) of the cross, must be left around
the logo and lockups. Akzidenz-Grotesk or Arial
must be used.
of Santa Monica1XP. O. Box 1208
150 Eleventh Street
Santa Monica, CA 90406
Logo Violations
Brand Standards | Page 27
Do not superimpose, print or photocopy the logo
over a photograph or on colored paper. If you must
use colored paper, use the logotype alone.
Do not add to—or eliminate—any portion of
the logo.
1-800-GIVE LIFE
AmericanRed Cross
Blood Drive
Do not use drop shadows, run type over the cross
or use other graphic devices to alter the logo in
any way.
The cross and logo are not design elements and
should never be used in repetitive patterns, as
bullets or borders or in other graphic contrivances.
335 meals served
112 families sheltered
173 lives saved
Red CrossEmployeeGuidelines
Alte
rnat
ive
Use
s of
the
Cro
ss
Brand Standards | Page 28
Alternative Uses of the Cross
Many have requested more flexible standards for the use of the Red Cross logo. This is a
challenging area since it’s vitally important that we protect the logo and ensure that it
continues to generate recognition and respect and maintain its trademark status. Based on
the recommendations of an internal group as well as an external group of brand experts
from some of the leading brands in the United States, we have developed new guidance. It is
outlined on these two pages.
To ensure that this flexibility enhances the Red Cross brand, all proposed uses must
be submitted to the Brand Team, a small group of field and national headquarters
staff. This is required even if you believe your design is consistent with the new
guidance. The Brand Team will evaluate each design and respond with approval, disapproval
or a request for revision. Allow five working days for this review. E-mail your design to
Please remember that exceptions to the standards
should be rare.
• The cross may be used alone in a design where it adds
meaning to the message and where it is accompanied by
the entire logo on the same page or viewing area. The logo
communicates that the message is coming from the
American Red Cross.
Alternative U
ses of the Cross
Brand Standards | Page 29
Alternative Uses of the Cross
The cross must be the
approved Red Cross—
five equal squares, in
Red Cross red—and it
must appear on a
white background.
• You may use objects that represent the Red Cross mission
to create a cross shape if the logo appears on the same
page or viewing area. The logo communicates that the
message comes from the American Red Cross.
In all cases, the shape should have arms of equal length
and should appear in Red Cross red on a white background.
Exceptions to the white
background are possible,
based on the context
(see ad and poster).
Alte
rnat
ive
Use
s of
the
Cro
ss
Brand Standards | Page 30
Alternative Uses of the Cross
• On vintage-themed promotional or marketing
items, the red cross may appear in a white circle
with the words American Red Cross around it.
Ideally, a small Red Cross logo should appear
somewhere on the item. On a T-shirt, it could
appear on the sleeve or on the back just below
the neckline.
Alternative U
ses of the Cross
Brand Standards | Page 31
Alternative Uses of the Cross
Designs that include patterns or pictures within a cross are more difficult to associate with
the Red Cross. Consequently, this design approach is not acceptable. Below are some
of these examples.
Typo
grap
hy
Brand Standards | Page 32
Typography
The primary typefaces in the American Red Cross identity system, Akzidenz-Grotesk and
Georgia, should be used on all printed materials, such as stationery, ads, newsletters and
brochures, as well as novelty and promotional items. Consistent use of typography helps create
a distinct visual identity. Organizations that have developed high-equity brands use consistent
typographic styles to bring a distinct tone and manner to all of their communications.
Akzidenz-Grotesk is our sans-serif font (sans-serif fonts do not have “tails” or small protrusions at
the tops and bottoms of letters). Akzidenz was chosen for two reasons: It is the font used in the
Red Cross logotype, and it has bold and modern character shapes. The organic character shapes
of Georgia provide a good complement to Akzidenz-Grotesk when a serif typeface (one with “tails”
or small protrusions at the tops and bottoms of letters) is required. Georgia is a standard typeface
included on most operating systems (Windows XP, Vista, Mac OS, etc.). Akzidenz-Grotesk should
be installed on all Red Cross computers. If it is not, e-mail [email protected]. When
Akzidenz-Grotesk is not available, substitute Arial, which is available on most operating systems.
Akzidenz-Grotesk is our headline font. It can also be used for subheads and for body copy.
We recommend that you set it as uppercase and lowercase, flush left, rag right ( just as you see
it on this page). Georgia Regular can also be used for body copy in long documents such as
newsletters and reports. Its bold version can be used for subheads but is not recommended for
use in headlines. Uppercase and lowercase, flush left, rag right is the recommended usage.
See the examples in Section 4.
Typography
Brand Standards | Page 33
Akzidenz-Grotesk
Light ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890!@#$&*
Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890!@#$&*
Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890!@#$&*
Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890!@#$&*
Super ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890!@#$&*
(Italic versions of all but Akzidenz Super are available.)
Georgia
Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890!@#$&*
Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890!@#$&*
Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890!@#$&*
Col
or P
alet
te
Brand Standards | Page 34
Color Palette
Color is an important design element when used to express the Red Cross brand. Color can
emotionally connect us with our audience and work to make our communications more noticeable
and memorable. Used well, color can set the right tone and project the proper mood for a brochure,
Web site or any other communication piece. In our case, PMS 485, known internally as “Red Cross
Red,” must always be considered our signature color. When used together effectively, red, white and
black have tremendous impact and reflect the straightforwardness of our brand.
Secondary colors have been selected to complement and give depth and tone to our primary colors.
The secondary palette covers a wide range, from subtle colors like PMS 4535 and 5513 all the way
to more vibrant, youthful colors like PMS 542, 376 and 130. Any of our secondary colors can be
used with our primary colors, but please use no more than one or two at a time. Section 4 will show
examples that illustrate how to use the color palette to enhance our communications.
Primary Colors
PMS 485CMYK: C0 M100 Y100 K0RGB: R255 G0 B0WEB: #FF0000
BlackCMYK: C0 M0 Y0 K100RGB: R30 G30 B30WEB: #1E1E1E
WhiteCMYK: C0 M0 Y0 K0RGB: R255 G255 B255WEB: #FFFFFF
Color P
alette
Brand Standards | Page 35
Secondary Colors
PMS 4535CMYK: C5 M7 Y32 K10RGB: R209 G201 B157WEB: #D1C99D
PMS 5513CMYK: C28 M2 Y8 K5RGB: R181 G208 B209WEB: #B5D0D1
PMS 451CMYK: C17 M13 Y45 K34RGB: R154 G153 B110WEB: #9A996E
PMS 540CMYK: C100 M57 Y12 K61RGB: R0 G51 B89WEB: #003359
Secondary Colors
PMS Cool Gray 6CMYK: C18 M11 Y8 K23RGB: R173 G175 B175WEB: #ADAFAF
PMS 542CMYK: C64 M19 Y1 K4RGB: R100 G160 B200WEB: #64A0C8
PMS 376CMYK: C53 M0 Y96 K0RGB: R122 G184 B0WEB: #7AB800
PMS 130CMYK: C0 M30 Y100 K0RGB: R240 G171 B0WEB: #F0AB00
We have three primary colors and eight secondary colors that allow for a variety of color
combinations. Here are a few principles to consider when choosing color combinations:
1. Always use colors that contrast with each other (light and dark).
2. Always use color to make type legible and never use a light color for type on a light
background or a dark color for type on a dark background.
3. When choosing colors, let one color be dominant and the other colors complement and
contrast with it.
4. When possible, try to use our primary and secondary colors at 100 percent.
5. And never use green on top of red (or vice versa) because those colors vibrate to the human eye.
Pho
togr
aphy
Gui
delin
es
Brand Standards | Page 36
Photography Guidelines
A good photograph can catch people’s eyes and prompt them to pick up a brochure, read an
ad or at least skim a report they are too busy to read. It can tell a story faster than two paragraphs
of great copy. Here are some criteria for selecting good photos.
Whenever we communicate, we want to tell people what we do and how we do it—and tell them
clearly. So first, know what you want to say. A good photo will convey that message even without
a caption.
Second, look closely at the photo. The eye goes first to the brightest part of the photo, then to
what is in the foreground and finally to what is sharpest in the picture. So the most important
things in the photo will be bright, in sharp focus and in the foreground.
Finally, simple is usually best.
A few more important considerations: When you create a brochure or report, make sure the range
of photos you choose shows the diversity of the organization and the people we serve.
Photography E
xamples
Brand Standards | Page 37
Photography Examples
Show hope, caring, compassion.
Pho
togr
aphy
Exa
mpl
es
Brand Standards | Page 38
Photography Examples
When a disaster first happens, sometimes you have to show the magnitude of the event and
how people have been affected. Choose photos that aren’t sensational and that are respectful
of those people.
Till Mayer/IFRC
Photography E
xamples
Brand Standards | Page 39
Photography Examples
You can show that the Red Cross is there, helping, without a Red Cross worker in the picture.
Pho
togr
aphy
Exa
mpl
es
Brand Standards | Page 40
Photography Examples
Blood donors should look happy and show pride. Avoid closeups of needles.
Photography E
xamples
Brand Standards | Page 41
Photography Examples
Select simple, strong photos of Red Cross people at work.
Avoid photos of Red Cross vehicles without showing people delivering service. However, you
may find some photos like these set a mood and complement the other photos being used.
Pho
togr
aphy
Exa
mpl
es
Brand Standards | Page 42
Photography Examples
Since health and safety and preparedness photos are usually staged to show specific actions or
training, they should be clear and simple.
Monotone and D
uotone Exam
ples
Brand Standards | Page 43
Monotone and Duotone Examples
If you choose to use a monotone or duotone, follow the specs below.
For a monotone, take your color image and convert to grayscale, then adjust the levels to balance
the black, gray and white areas.
For a duotone, take your monotone image, convert to a black and red duotone, adjusting the
duotone curve: black 0 to 100 percent and red 0 to 50 percent. This is the only duotone curve
that should be used.
Find
ing
Pho
tos
Brand Standards | Page 44
Finding Photos
Visit ImageNet on CrossNet. For events after 2005, high-resolution files are posted there for
download. Unless otherwise noted, we have releases on all these photos, and we own them.
If you don’t see what you need, e-mail [email protected] and describe what you are looking
for, since ImageNet contains just a fraction of the Red Cross photo collection.
If you or someone in your unit is taking photographs, always get signed information releases.
The information release form, Form 5244, is posted in the Forms section on CrossNet and may
also be ordered from GSD.
Section 4: Applying Brand Basics
— Logo Size Standards
— Business Stationery
— Brochure and Report Covers
— Newsletters
— PowerPoint Templates
— E-mail Signatures
— Promotional Items
— Clothing and Patches
— Pins and Jewelry
— Architecture
— Illustrations
Brand Standards | Applying Brand Basics
Logo Size S
tandards
Brand Standards | Page 45
Logo Size Standards: Minimums
To maintain the visibility and legibility of the American Red Cross logo, it must not be used smaller
than the minimum sizes specified below. When the American Red Cross logo is used in print,
the minimum proportional size of the red cross should be at least five percent of the longer length
(either width or height) of the page.
8.5" x 11" application size = 5% of 11" or 0.55"
11" x 8.5" application size = 5% of 11" or 0.55"
4" x 9" application size = 5% of 9" or 0.45"
Regardless of page size, the print minimum is 3/8" high and the on-screen minimum is 40 pixels.
Print Minimum: 3/8"On-Screen Minimum: 40 pixels
8.5" x 11"
.55"11" x 8.5"
.55"
4" x 9”
.45"
Bus
ines
s S
tatio
nery
Brand Standards | Page 46
Business Stationery: Business Cards
Below is the layout for American Red Cross business cards. Business cards are important,
as they are often the first printed impression of our organization.
Business cards should be professionally printed. The American Red Cross has a national
contract for business cards and stationery to ensure adherence to our new brand standards.
To order, go to CrossNet, then to “Administer Your Unit” and then to “Order Supplies.”
You may print the reverse side of the card solid red and reverse out the mission statement in
9/10 Akzidenz-Grotesk Medium.
Business card size = 3.5" x 2"
Name = 9/9 Akzidenz-Grotesk Super, flush left
Title, address and telephone numbers = 7/9 Akzidenz-Grotesk Regular, flush left
Unit name = 7.5/8.5 Akzidenz-Grotesk Regular, flush left, or download unit name lockup from ImageNet on CrossNet
1 7/16"3/16"
3/16"
7/16"
1/4"
The top of the letters should align with the “A” in “American.”
Jane DoeCommunication Director
2218 Pershing Drive Austin, TX 78723Tel (512) 555-0000Fax (512) 555-0000Cell (512) 555-0000Pager (512) [email protected]
of Central Texas
Business S
tationery
Brand Standards | Page 47
Business Stationery: Envelopes
Letterhead and #10 envelopes should be professionally printed. The American Red Cross has a
national contract for business cards and stationery. To order, go to CrossNet, then to “Administer
Your Unit” and then to “Order Supplies.”
Below is the layout for American Red Cross #10 envelopes.
#10 envelope size = 9.5" x 4.25"
Address = 8/10 Akzidenz-Grotesk Regular, flush left
Unit name = 10.5/12 Akzidenz-Grotesk Regular, flush left, or download unit name lockup from ImageNet on CrossNet
7/16"
3/8"
5/8"
1X6135 N. Black Canyon Highway Phoenix, AZ 85015
Grand Canyon Chapter
Bus
ines
s S
tatio
nery
Brand Standards | Page 48
Business Stationery: Letterhead
Below is the layout for American Red Cross letterhead.
Letterhead size = 8.5" x 11"
Address, phone numbers and Web site = 8/10 Akzidenz-Grotesk Regular, flush left
Unit name = 10.5/12 Akzidenz-Grotesk Regular, flush left, or download unit name lockup from ImageNet on CrossNet
1.25"
5/8"
5/8"
2.5"
6135 N. Black Canyon Highway Phoenix, AZ 85015Tel (602) 555-1212Fax (602) 555-1212www.arizonaredcross.org
Grand Canyon Chapter
Business S
tationery
Brand Standards | Page 49
Business Stationery: Letterhead with Multiple Addresses
Office name = 8/10 Akzidenz-Grotesk Medium Italic, flush left
Address, phone numbers and Web site = 8/10 Akzidenz-Grotesk Regular, flush left
Unit name = 10.5/12 Akzidenz-Grotesk Regular, flush left, or download unit name lockup from ImageNet on CrossNet
Brand Standards | Page 48
1.25"
5/8"
5/8"
2"
Oakland Service Center3901 Broadway Oakland, CA 94611Tel (510) 555-0000Bay Area Chapter
1.5"
Headquarters85 Second Street, 8th Floor San Francisco, CA 94105Tel (415) 555-0000
2"
Rutland Branch43 Route 4 east Rutland, VT 05701Tel (802) 786-2189Fax (802) 773-0541
of Central Vermont —New Hampshire Valley
1.5"
Central Vermont Branch52 Pike Drive Berlin, VT 05602Tel (802) 223-3701
1.5"
Headquarters1248 Maple StreetP.O. Box 514 Hartford, VT 05047-0514Tel (802) 295-3635
Bus
ines
s S
tatio
nery
Brand Standards | Page 50
Business Stationery: Letterhead with Board List
Address, phone numbers and Web site = 8/10 Akzidenz-Grotesk Regular, flush left
Unit name = 10.5/12 Akzidenz-Grotesk Regular, flush left, or download unit name lockup from ImageNet on CrossNet
Heading = 8/10 Akzidenz-Grotesk Bold, flush left • Subheading = 8/10 Akzidenz-Grotesk Medium Italic, flush left
Names = 8/10 Akzidenz-Grotesk Light, flush left
1.25"
5/8"
5/8"
2.5"
6135 N. Black Canyon Highway Phoenix, AZ 85015Tel (602) 555-1212Fax (602) 555-1212www.arizonaredcross.org
Grand Canyon Chapter
6"
2008 OFFICERSChairFirst Name Last NameVice-ChairFirst Name Last NameSecretaryFirst Name Last NameTreasurerFirst Name Last Name
BOARD OFDIRECTORSTerm Expires 2008First Name Last NameFirst Name Last NameFirst Name Last NameFirst Name Last NameFirst Name Last NameTerm Expires 2009First Name Last NameFirst Name Last NameFirst Name Last NameFirst Name Last NameFirst Name Last NameFirst Name Last NameTerm Expires 2010First Name Last NameFirst Name Last NameFirst Name Last Name
Executive DirectorFirst Name Last Name
Business S
tationery
Brand Standards | Page 51
Business Stationery: Letterhead with United WayTM Logo
Address, phone numbers and Web site = 8/10 Akzidenz-Grotesk Regular, flush left
Unit name = 10.5/12 Akzidenz-Grotesk Regular, flush left, or download unit name lockup from ImageNet on CrossNet
United Way logo = .75" wide
Brand Standards | Page 50
1.25"
5/8"
5/8"
2.5"
6135 N. Black Canyon Highway Phoenix, AZ 85015Tel (602) 555-1212Fax (602) 555-1212www.arizonaredcross.org
Grand Canyon Chapter
.75"
Bro
chur
e an
d R
epor
t Cov
ers
Brand Standards | Page 52
Brochure and Report Covers
Below and on the following pages you’ll find sample covers for brochures, catalogs and
reports. Feel free to copy the layouts and color combinations or use them for inspiration.
Brochure size = 8.5" x 11" • Title = 72/72 Akzidenz-Grotesk Light • Subtitle = 15/20 Akzidenz-Grotesk Bold ALL CAPS
Brochure size = 4" x 9" • Title = 44/44 Akzidenz-Grotesk Light • Subtitle = 12/15 Akzidenz-Grotesk Bold ALL CAPS
Ametconcei cAteur
Lorem Ipsum
Dolorsit
Lorem ipSum doLorSit Amet conSei tcAteur
AdiScin eLetSed
ConseiEletsedim
Nonu
Lorem Ipsum
Dolorsit
Ametconcei cAteur
ConseiEletsedim
Nonu
Lorem ipSum doLorSit Amet conSei tcAteur
AdiScin eLetSed
Brochure and R
eport Covers
Brand Standards | Page 53
Brochure and Report Covers
Brochure size = 8.5" x 11" • Title = 72/72 Akzidenz-Grotesk Light • Subtitle = 15/20 Akzidenz-Grotesk Bold ALL CAPS
Brochure size = 4" x 9" • Title = 44/44 Akzidenz-Grotesk Light • Subtitle = 12/15 Akzidenz-Grotesk Bold ALL CAPS
Brand Standards | Page 52
Lorem Ipsum DolositAmetconcei cAteur
ConseiEletsedimNonu
Consei EletsedimNonuLorem ipSum doLorSit Amet conSei tcAteurAdiScin etetSed
Consei EletsedimNonuLorem ipSum doLorSit Amet conSei tcAteurAdiScin etetSed
SequAmet
Giat Utatis Et Enisse
Lorem Ipsum
mincip euiSSequiSi eSe veLiS do eu fAcidunt
AdipiSciLiSi
Ullut Magnissi
Irit Iure
Bro
chur
e an
d R
epor
t Cov
ers
Brand Standards | Page 54
Brochure and Report Covers
The layouts on this and the following page use the brighter, more youthful colors in our
secondary color palette.
Brochure size = 8.5" x 11" • Title = 72/72 Akzidenz-Grotesk Light • Subtitle = 15/20 Akzidenz-Grotesk Bold ALL CAPS
Brochure size = 4" x 9" • Title = 44/44 Akzidenz-Grotesk Light • Subtitle = 12/15 Akzidenz-Grotesk Bold ALL CAPS
Ametconcei cAteur
Lorem Ipsum
Dolorsit
Lorem Ipsum
Dolorsit
Ametconcei cAteur
Lorem ipSum doLorSit Amet conSei tcAteur
AdiScin eLetSed
ConseiEletsedim
Nonu
ConseiEletsedim
Nonu
Lorem ipSum doLorSit Amet conSei tcAteur
AdiScin eLetSed
Brochure and R
eport Covers
Brand Standards | Page 55
Brochure and Report Covers
Brochure size = 8.5" x 11" • Title = 72/72 Akzidenz-Grotesk Light • Subtitle = 15/20 Akzidenz-Grotesk Bold ALL CAPS
Brochure size = 4" x 9" • Title = 44/44 Akzidenz-Grotesk Light • Subtitle = 12/15 Akzidenz-Grotesk Bold ALL CAPS
Brand Standards | Page 54
SequAmet
Giat Utatis Et Enisse
Lorem Ipsum
Ullut Magnissi
Irit Iure
mincip euiSSequiSi eSe veLiS do eu fAcidunt
AdipiSciLiSi
Consei EletsedimNonuLorem ipSum doLorSit Amet conSei tcAteurAdiScin etetSed
Consei EletsedimNonuLorem ipSum doLorSit Amet conSei tcAteurAdiScin etetSedConsei
EletsedimNonu
Lorem Ipsum DolositAmetconcei cAteur
Bro
chur
e an
d R
epor
t Cov
ers
Brand Standards | Page 56
Brochure and Report Covers
Some additional designs
Brochure size = 8.5" x 11" • Title = 125/140 Akzidenz-Grotesk Medium • Subtitle = 65/85 Akzidenz-Grotesk Medium ALL CAPS
Brochure size = 4" x 9" • Title = 85/95 Akzidenz-Grotesk Medium • Subtitle = 45/65 Akzidenz-Grotesk Medium ALL CAPS
A M E T C o N C E I T C A T E U R A d I S C I N E L E T S E d
Lorem Ipsum dolorsit Sit Amet Tcacteur
A M E T C o N C E I T C A T E U R A d I S C I N E L E T S E d T h A E I
Lorem Ipsum dolorsit Sit Amet Tcacteur
Lorem Ipsum dolorsit Sit Amet Tcacteur
A M E T C o N C E I T C A T E U R A h T
Lorem Ipsum dolorsit Sit Amet Tcacteur
A M E T C o N C E I T C A T E U R A d I S C I N E L E T S E d
Brand Standards | Page 56
Brochure and R
eport Covers
Brand Standards | Page 57
Brochure and Report Covers
Brochure size = 8.5" x 11" • Title = 335/350 Akzidenz-Grotesk Bold Cond. • Subtitle = 55/75 Akzidenz-Grotesk Medium ALL CAPS
Brochure size = 4" x 9" • Title = 200/220 Akzidenz-Grotesk Bold Cond. • Subtitle = 40/50 Akzidenz-Grotesk Medium ALL CAPS
New
slet
ters
Brand Standards | Page 58
Newsletters: Four-Color Versions
Below and on the next few pages are sample newsletters. Copy the layouts or use them as inspiration
for creating your own. When creating newsletters, choose a simple format and stick with it.
of Petersburg County
New
sletters
Brand Standards | Page 59
Newsletters: Four-Color Versions
Newsletter size (shown) = 8.5" x 11" (folded), 11" x 17" (flat)
Headlines = Akzidenz-Grotesk Medium • Body Text = 9/12 Georgia Regular
Photo Captions = 7/10 Akzidenz-Grotesk Bold and 8/10 Akzidenz-Grotesk Light
Box Heading = Akzidenz-Grotesk Medium ALL CAPS • Body Text in Box = 8/11 Akzidenz-Grotesk Medium and Light
Date Text = 8/11 Akzidenz-Grotesk Light Italic • Page Numbers = 11/13 Akzidenz-Grotesk Light
Brand Standards | Page 58
New
slet
ters
Brand Standards | Page 60
Newsletters: Four-Color Versions
Here is another variation.
of Petersburg County
New
sletters
Brand Standards | Page 61
Newsletters: Two-Color Version
And here is the same layout using two colors, Red Cross red and black.
Brand Standards | Page 60
of Petersburg County
Pow
erP
oint
Tem
plat
es
Brand Standards | Page 62
PowerPoint Templates
These PowerPoint templates can be used for internal and external audiences. Use audio, video and
animation judiciously. Try never to use clip art. When designing a slide, ensure readability by providing
sufficient white space and using an appropriate-sized Arial font—24 point is a good minimum.
These templates are available on the Brand Standards CD or on LogoNet on CrossNet.
Presentation Title goes here
Presentation Subtitle goes here
Pow
erPoint Tem
plates
Brand Standards | Page 63
PowerPoint Templates
Title goes here
• Text goes here. Text goes here. Text goes here. • Text goes here. Text goes here. Text goes here.• Text goes here. Text goes here. Text goes here.• Text goes here. Text goes here. Text goes here.• Text goes here. Text goes here. Text goes here.• Text goes here. Text goes here. Text goes here.
Divider Title goes here
Pow
erP
oint
Tem
plat
es
Brand Standards | Page 64
PowerPoint Templates
Title goes here
• Text goes here. Text goes here. • Text goes here. Text goes here. • Text goes here. Text goes here. • Text goes here. Text goes here. • Text goes here. Text goes here. • Text goes here. Text goes here.
Title goes here
• Text goes here. Text goes here. • Text goes here. Text goes here. • Text goes here. Text goes here. • Text goes here. Text goes here. • Text goes here. Text goes here. • Text goes here. Text goes here.
Pow
erPoint Tem
plates
Brand Standards | Page 65
PowerPoint Templates
Another template option
Presentation Title goes here
Presentation Subtitle goes here
Title goes here
• Text goes here. Text goes here. Text goes here. • Text goes here. Text goes here. Text goes here.• Text goes here. Text goes here. Text goes here.• Text goes here. Text goes here. Text goes here.• Text goes here. Text goes here. Text goes here.• Text goes here. Text goes here. Text goes here.
Pow
erP
oint
Tem
plat
es
Brand Standards | Page 66
PowerPoint Templates
The images in this version are for placement only. Select your own photos or simply use text.
Section Title goes here.Presentation Sub-Title goes here.
Title goes here.
Text goes here. Text goes here. Text goes here. Text
goes here. Text goes here. Text goes here. Text goes
here. Text goes here. Text goes here. Text goes here.
Text goes here. Text goes here. Text goes here.FPO
Title goes here
• Text goes here. Text goes here. • Text goes here. Text goes here. • Text goes here. Text goes here. • Text goes here. Text goes here. • Text goes here. Text goes here. • Text goes here. Text goes here.
Title goes here.
Text goes here. Text goes here. Text goes here. Text
goes here. Text goes here. Text goes here. Text goes
here. Text goes here. Text goes here. Text goes here.
Text goes here. Text goes here. Text goes here.FPO
Title goes here
• Text goes here. Text goes here. • Text goes here. Text goes here. • Text goes here. Text goes here. • Text goes here. Text goes here. • Text goes here. Text goes here. • Text goes here. Text goes here.
E-m
ail Signatures
Brand Standards | Page 67
E-mail Signatures
Your e-mail signature should be formatted in one of the two versions shown at the bottom of this page:
• Put names, titles and “American Red Cross” in 9-point or 10-point Arial Bold and all other copy in 9-point
or 10-point Arial Regular. Your e-mail signature should always appear in black.
• Currently, it is impossible to embed a Red Cross logo in a signature (except as an attachment).
Don’t try to insert a red cross and then type the words “American Red Cross.” This violates our
graphic standards and undermines both our credibility and our logo.
Like letters, e-mails are business communications. To keep them professional, don’t add cartoons,
artwork, animated flags or any other embellishments to your signature.
You may exclude any items in these examples that are not relevant to you:
John Doe Health and Safety Director
American Red Cross of the Greater Lehigh Valley2200 Avenue A Bethlehem, PA 18017(610) 555-1212 (p) (610) 555-1212 (c)(610) 555-1212 (f) [email protected]
John Doe | Health and Safety DirectorAmerican Red Cross of the Greater Lehigh Valley2200 Avenue A, Bethlehem, PA 18017(610) 555-1212 (p) | (610) 555-1212 (c)(610) 555-1212 (f) | [email protected]
Promotional Items
Specialty items such as mugs, pencils, buttons, crystal bowls, paperweights and clocks are used
to promote the Red Cross or to recognize achievements.
• The red and black logo is desirable and must appear on a white background, maintaining white
space equal to at least one arm of the cross (1X) around the logo. If a specialty item has space
limitations regarding the imprint area, come as close to this amount of white space as possible.
• When using a color background, create a white field for the logo. An inexpensive solution for
using the full logo on color items such as binders or folders is to print the logo on white stickers
and affix them to the color items.
• For metal, wood or glass items that are engraved or etched, the entire logo may appear in the
base material because no color is used in these processes.
• On clear or frosted glass items, the red and black logo may be applied without creating a solid
white background.
Pro
mot
iona
l Ite
ms
Brand Standards | Page 68
Promotional Items
Prom
otional Items
Brand Standards | Page 69
Clothing and Patches
• The logo must always appear on a pure white background.
• If color fabric is used, create a white background behind the logotype and the cross. If you
cannot afford to do so, the logotype alone may be used, but it will not have as much impact.
Never put the cross on a colored background.
• The Red Cross logo should be sized appropriately to the item and the material. Most
manufacturers require a minimum height of 3⁄16" for embroidered letters in order to produce
clean, legible type.
• Because of space limitations, it may not be possible to maintain white space equal to one arm
of the cross around the logo. Come as close to this amount as possible.
Clo
thin
g an
d P
atch
es
Brand Standards | Page 70
Clothing and Patches
Clothing and P
atches
Brand Standards | Page 71
Pins and Jewelry
• The cross alone (without the logotype) may be used on small pins and other jewelry, as the
logotype is generally too small to be readable. Using the cross alone means it can be larger
and thus have more impact. The exception is any pin related to nursing, first aid and/or
CPR. Such pins must carry the words “American Red Cross.”
• In every case, the cross must be a Greek cross, which is a cross made up of five equal squares.
• The cross should appear in red on a pure white background. White space equal to one arm of
the cross should be left around the cross or the logo. Because of space limitations, it may not
be possible to retain this much white space, but come as close to this amount as possible.
• If you are not using a color fill, the cross may appear in the color of the material in use—raised
gold on a gold bracelet, for example.
• It is also acceptable to use the shape of the cross as the jewelry shape, for example earring
studs or a pin.
• Some manufacturing processes, such as cloisonné, require that a thin border of metal or other
material appear around the cross, which is acceptable.
Pin
s an
d Je
wel
ry
Brand Standards | Page 72
Pins and Jewelry
Pins and Jew
elry
Brand Standards | Page 73
In this unique situation, the cross and logotype may
be divided by the center of the watch (or clock).
Architecture
• While American Red Cross buildings should have signage using the correct logo to clearly
identify them to the public, architectural designs and similar artwork using only the cross are
acceptable and can enhance the structure’s Red Cross identity.
• In every case, the cross must be a Greek cross, which is a cross made up of five equal squares.
• The cross may appear in the color of the base material—raised bronze on a bronze
background or etched into marble, granite, etc. It may also be etched into or frosted onto glass.
• The cross may appear in a red material on a white background—red marble inset into white
marble, for example. Insist on seeing a sample of the material to ensure that it is a deep red
shade, rather than light pink.
• The cross can be freestanding and carved out of material such as red granite, white or red
marble, etc. It may also be constructed out of material such as wood and painted red. The paint
should be as close to Red Cross red as possible.
• These architectural elements are decorative devices and not substitutes for external signage
that clearly identifies a building as an American Red Cross facility.
Arc
hite
ctur
e
Brand Standards | Page 74
Architecture
Architecture
Brand Standards | Page 75
Illus
trat
ions
Brand Standards | Page 76
Illustrations
In illustrations, use the downloaded logo or have the cross and words hand-drawn. The cross
should resemble a Greek cross and appear on a fairly white background. Sometimes a pure white
background isn’t possible because the illustrator needs to add depth and shadows, but come as
close as you can.
Illustrations
Illustrations
Brand Standards | Page 77
Brand Standards | Page 78
Section 5: More Information
— FAQs
— Legal Considerations
Brand Standards | More Information
Frequently Asked Questions (FAQs)
I have a large inventory of stationery, brochures and other print materials. Do I have to throw
them away?
No. Use the new logos, unit name lockups, colors and fonts as you create new materials or revise
old ones.
Is “Change a life. Starting with your own” our new tagline?
No. It’s the call to action in our 2008 advertising campaign. We don’t have a slogan. While a
slogan or tagline can help bring an organization’s positioning to life, in our case we have had many
slogans over the last 10 years, and our 2007 communication audit showed that some very old
slogans are still in use. Going tagline-free for at least a few years should help us eliminate the use
of all the obsolete slogans.
FAQ
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Brand Standards | Page 79
Frequently Asked Questions (FAQs)
Why does Blood Services have a tagline? (The need is constant. The gratification is
instant. Give blood.TM)
The Blood Services tagline is intended to be an emotionally compelling call to action that will
motivate people to donate blood. The tagline was developed based on the Red Cross purpose and
positioning research.
My designer asked me for a vector file of the Red Cross logo. What is that, and where do
I get it?
A vector file can be scaled up and down with no change in quality. For the Red Cross logo, an EPS
file is a vector file. Direct your designers or printers to www.redcross.org/logos/sig.html or allow
them to borrow your brand CD. Note: Unless you have professional design software (InDesign or
Quark), you’ll be unable to open an EPS file.
How can I tell if a photograph is large enough to use in my publication?
Unless you have PhotoShop, you can’t. Have a designer evaluate it.
FAQ
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Brand Standards | Page 80
Frequently Asked Questions (FAQs)
I’m creating a flyer in MS Word. Which kind of logo file should I use?
Use a JPG. Without professional design software, you can’t work with an EPS file, and GIFs are
for Web use only.
I’m planning a special event. Am I limited to the fonts and color palette in this book?
If you’re creating a special event graphic, you may choose a typeface other than Akzidenz-Grotesk
or Georgia for the graphic, and you may select one special color outside the approved color
palette. Make sure it doesn’t clash with Red Cross red. Use one of the two approved typefaces for
the text of your invitations, programs and other collateral. These special events should still look and
feel similar to your other communications as they were developed by the same organization.
Brand Standards | Page 81
FAQ
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Legal Considerations
Copyright Notice
Our copyright notice should be used on all marketing materials we create or own.
Our copyright notice can be written as—
©2008 The American National Red Cross or(c)2008 The American National Red Cross
• Type size: 6–10 point • Typeface: Akzidenz-Grotesk Regular or Arial if Akizdenz is not available Trademark Notice
Our trademark notice should be used on material that includes the Red Cross logo, space permitting.
Our trademark notice can be written as—
The American Red Cross name and logo are registered trademarks of the American Red Cross.
• Type size: 6–10 point • Typeface: Akzidenz-Grotesk Regular or Arial if Akizdenz is not available Combined Copyright and Trademark Notice Our combined copyright and trademark notice should be used on all material we create or own that includes the Red Cross logo, space permitting.
Our combined copyright and trademark notice can be written as—
©2008 The American National Red Cross. The American Red Cross name and logo are registered trademarks of the American Red Cross. or(c)2008 The American National Red Cross. The American Red Cross name and logo are registered trademarks of the American Red Cross.
• Type size: 6–10 point • Typeface: Akzidenz-Grotesk Regular or Arial, if Akizdenz is not available
Brand Standards | Page 82
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