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

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


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.


The Goal of B

rand Standards


Mis

sion

and

Fun

dam

enta

l Prin

cipl

es


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.


Core P

urpose


Our

Pur

pose


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 P

ositioning


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 A

ttributes and Benefits


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.

Section 2: Voice and Tone

— Voice and Tone

— Copy and Editorial Guidelines

Brand Standards | Voice and Tone

Voice and Tone


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


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


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.


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


Copy and Editorial G

uidelines


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.


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


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


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


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”).


Logo

Cle

ar S

pace


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


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.


Logo

Col

or


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


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


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


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.


Logo

Vio

latio

ns


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


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


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

[email protected].

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



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



• 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



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


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


Akzidenz-Grotesk

Light ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890!@#$&*

Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ


Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ


Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ


Super ABCDEFGHIJKLMNOPQRSTUVWXYZ


(Italic versions of all but Akzidenz Super are available.)

Georgia

Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ


Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ


Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ


Col

or P

alet

te


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


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

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Gui

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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


Photography Examples

Show hope, caring, compassion.

Pho

togr

aphy

Exa

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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



You can show that the Red Cross is there, helping, without a Red Cross worker in the picture.

Pho

togr

aphy

Exa

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Blood donors should look happy and show pride. Avoid closeups of needles.

Photography E

xamples



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



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


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


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


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

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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


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

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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


1.25"

5/8"

5/8"

2.5"

6135 N. Black Canyon Highway Phoenix, AZ 85015Tel (602) 555-1212Fax (602) 555-1212www.arizonaredcross.org


Business S

tationery


Business Stationery: Letterhead with Multiple Addresses

Office name = 8/10 Akzidenz-Grotesk Medium Italic, flush left




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

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Business Stationery: Letterhead with Board List



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"



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


Business Stationery: Letterhead with United WayTM Logo



United Way logo = .75" wide


1.25"

5/8"

5/8"

2.5"



.75"

Bro

chur

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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


AdiScin eLetSed

Brochure and R

eport Covers






Lorem Ipsum DolositAmetconcei cAteur

ConseiEletsedimNonu

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

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The layouts on this and the following page use the brighter, more youthful colors in our

secondary color palette.



Ametconcei cAteur

Lorem Ipsum

Dolorsit

Lorem Ipsum

Dolorsit

Ametconcei cAteur


AdiScin eLetSed

ConseiEletsedim

Nonu

ConseiEletsedim

Nonu


AdiScin eLetSed

Brochure and R

eport Covers






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 etetSedConsei

EletsedimNonu

Lorem Ipsum DolositAmetconcei cAteur

Bro

chur

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t Cov

ers



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



A M E T C o N C E I T C A T E U R A h T


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


Brochure and R

eport 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


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



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


New

slet

ters



Here is another variation.


New

sletters


Newsletters: Two-Color Version

And here is the same layout using two colors, Red Cross red and black.



Pow

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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



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

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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


Pow

erPoint Tem

plates



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

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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


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


E-m

ail Signatures


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


Promotional Items

Prom

otional Items


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


Clothing and Patches

Clothing and P

atches


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


Pins and Jewelry

Pins and Jew

elry


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


Architecture

Architecture


Illus

trat

ions


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


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

s



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

s



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.


FAQ

s

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


Lega

l Con

side

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A4718-3/08

Brand Standards

Documents

Transcript of Brand Standards