Brand identity at a glance - American Red Cross

Brand identity at a glance

Logo suite

Logo files are available at brand.

Required 2x clear space is indicated by blue lines. 1x=height and width of one arm of the cross.

Button logo family

Classic logo family

Flat disc logo family

The button logo was inspired by a vintage pin as an engaging symbol of enthusiastic participation. It is a personal, grassroots and unique expression for the Red Cross. Use this logo in any of its three forms for most printed marketing and communications materials as well as television, Web and email.

The classic logo should be used in disaster situations, corporate materials, exterior building signage or when the marketing-oriented button logo is not appropriate.

Use the flat disc logo when you have a dark background or printing restrictions preclude using the button logo. (Note that the white circle behind the cross must be present, so this is not suitable for white backgrounds).

Print minimum sizes

.275 inches (~7 mm) .06 inches (~1.5 mm)

Digital minimum sizes

26 pixels 6 pixels

Clear space

Clear space minimums (shown above with blue lines) are built into the logo files.

Separating button graphic and wordmark

As long as minWiHmIWTEuHmITE size requirPeMmSPCMeOSnOCtLsOGOaRLrAGeYR1Af1Yo1ll1owedRE,DRtChERDeOCSbRSOuRStEStDoR(nEPDMcS(Pa4M8nS5)485)

CMYCKM-Y0K/0-/0/0/0/0

CMYCKM-Y0K/0-/0/07/00/70

CMYCKM-Y0K/1-000//110000//1000/0

be separaRteGBdRG- 2fBr5o5- /2m25555//2t2h555e5/25w5 ordmarRkGBaRnG- 1Bd09- s/110c190a//11l11e02/d112on its owRnG.BRRG- 2eB3m7- /223e77/m4/267b/4e6 r

HEXH-EFXFF- FFFFFFFFF

HEXH-E6XD-66ED706E70

HEXH-EEXD-1EBD21EB2E

to include the wordmark in the viewing area.

Color

Primary

breakdowns WHITE

PMS COOL GRAY 11

CMYK - 0/0/0/0

CMYK - 0/0/0/70

RGB - 255/255/255

RGB - 109/110/112

HEX - FFFFFF

HEX - 6D6E70

WHWITHEITE

CMCYMKY-K0-/00//00//00/0

RGRBG-B2-5255/255/255/255/2555

HEHXE-XF-FFFFFFF

RED CROSS RED (PMS 485) CMYK - 0/100/100/0 RGB - 237/27/46 HEX - ED1B2E PMPSMCSOCOOLOGLRGARYA1Y111 CMCYMKY-K0-/00//00//700/70 RGRBG-B1-0190/191/101/101/1212 HEHXE-X6-D66DE67E070

WHITE CMYK - 0/0/0/0 RGB - 255/255/255 HEX - FFFFFF

Neutral RERDECDRCORSOSSRSERDE(DPM(PSM4S8458) 5) CMCYMKY-K0-/100/100/100/100/00/0 RGRBG-B2-327/3277//2476/46 HEHXE-XE-DE1DB12BE2E

PMS COOL GRAY 11 CMYK - 0/0/0/70

RGB - 109/110/112 HEX - 6D6E70

RED CROSS RED (PMS 485) CMYK - 0/100/100/0 RGB - 237/27/46 HEX - ED1B2E

LIGHLITGGHRTAGYR(ACYO(OCLOGORLAGYR3A)Y 3) CMYCKM-Y0K/0-/0/01/50/15

RGBRG- 2B15- /221155//221156/216 HEXH-EDX7-DD77DD87D8

MEDM. EGDR.AGYR(ACYO(OCLOGORLAGYR8A)Y 8) CMYCKM-Y0K/0-/0/04/00/40

RGBRG- 1B59- /115599//115693/163 HEXH-E9XF9- F9AF39FA3

BLABCLKACK CMYCKM-Y0K/0-/0/01/000/100

RGBRG- 0B/0-/0/0/0 HEXH-E0X00- 000000

WHITE CMYK - 0/0/0/0 RGB - 255/255/255 HEX - FFFFFF

Secondary

LIGPRHMGCTRSMBGCGHCYMBR-EOK1YA-XOY0K-2-90L1(-D/C/510G07O//1/2R0D00O1/A7//057L1YD//0112G812511R6AY 3) HEX - 6D6E70

REMDECCDMRRR. GYGGCOKBHMBRS-EASY--0YXK21R/31(5--EC70990D/O0F/2/10/97O(15/PF/0049LAM/0/634G1S/006R43A8Y5)8) LIGLIHGTHHGTERXGA-RYEA(DYC1O(BCO2OELOGLRGARYA3Y) 3) CMCYMKY-K0-/00//00//105/15 RGRBG-B2-1251/251/251/251/2616 HEHXE-XD-7DD77DD78D8

BLACK CMYK - 0/0/0/100

RGB - 0/0/0 HEX - 000000

MEMDE. DG.RGARYA(YCO(COOLOGLRGARYA8Y) 8) CMCYMKY-K0-/00//00//400/40

RGRBG-B1-5195/195/195/196/1363 HEHXE-X9-F9FA9F3A3

LIGHT GRAY (COOL GRAY 3)

MED. GRAY (COOL GRAY 8)

BLACK

CMYK - 0/0/0/15

CMYK - 0/0/0/40

CMYK - 0/0/0/100

RGB - 215/215/216

RGB - 159/159/163

RGB - 0/0/0

HEX - D7D7D8

HEX - 9F9FA3

HEX - 000000

BLBALCAKCK

CMCYMKY-K0-/00//00//100/1000

RGRBG-B0-/00//00/0 HEHXE-X0-0000000

KHAKKHI A(PKMI S(P4M5S354)535) CMYCKM-Y0K/4-/03/04//1310/11

SANSDA(NPDMS(P7M5S307)530) CMYCKM-Y0K/8-/02/18//3221/32

GOLGDO(LPDMS(P1M3S0)130) CMYCKM-Y0K/3-00//13000//1000/0

RGBRG- 2B26- /222165//211752/172

RGBRG- 1B80- /118609//116590/150

RGBRG- 2B36- /213863//14893/49

HEXH-EEX2D- E72ADC7AC

HEXH-EBX4-AB949A6996

HEXH-EEXC-BE7C3B1 731

SAFSEATYFEGTRYEGERNE(EPNMS(P3M6S0)360) CMYCKM-Y5K8/-05/8/00//080/0 RGBRG- 1B42- /114922//119028/108 HEXH-E8XE-C80E6CC06C

FORFEOSRTEGSRTEGERNE(EPNMS(P3M6S4)364) CMYCKM-Y6K5/-06/51/000//14020/42 RGBRG- 8B3/-18233//15233/53 HEXH-E5X37- B5375B35

LIGHT GRAY (COOL GRAY 3) SCAMNYDK(P- M0/S0/705/1350) RCGMBY-K2-105//82/1251//23126 RGHBE-X1-8D07/1D679D/1850 HEX - B4A996

KHKAHKAI K(PI M(PSM4S54353) 5) CMCYMKY-K0-/40//340/3/101/11 RGRBG-B2-2262/261/251/157/2172

HEHXE-XE-2ED27DA7CAC

MED. GRAY (COOL GRAY 8) CGMOYLKD -(P0M/0S/01/4300)

RCGMBY-K1-509//3105/91/0106/30 RGHBEX- 2- 396F/91F8A33/49 HEX - ECB731

SASNADN(DPM(PSM7S573503) 0) CMCYMKY-K0-/80//281/2/312/32 RGRBG-B1-8108/106/196/195/1050

HEHXE-XB-4BA49A99696

BLACK SAFECTMYYGKR- E0E/0N/0(P/1M0S0 3K6H0A) KI (PMS 4F5O3R5E) ST GREEN (PMS 3S6A4N) D (PMS 7530)

CMRYGKB- -508//00//080/0 CMYK - 0/4/30/11CMYK - 65/0/100/42CMYK - 0/8/21/32 RGHBEX- 1-4020/0109020/108RGB - 226/215/172RGB - 83/123/53 RGB - 180/169/150

HEX - 8EC06C HEX - E2D7AC HEX - 537B35 HEX - B4A996

GOLD (PMS 130) CMYK - 0/30/100/0 RGB - 236/183/49

HEX - ECB731

SAFETY GREEN (PMS 360) CMYK - 58/0/80/0 RGB - 142/192/108 HEX - 8EC06C

FOREST GREEN (PMS 364) CMYK - 65/0/100/42 RGB - 83/123/53 HEX - 537B35

GOGLODL(DPM(PSM1S3103) 0)

SASFAEFTEYTGYRGEREENE(NPM(PSM3S6306) 0)

FOFROERSETSGTRGEREENE(NPM(PSM3S6346) 4)

LIGHLITGBHLTUBEL(UPEMS(P2M9S0)290)

SKYSBKLYUBEL(UPEMS(P5M4S2)542) CLACSLSAICSSBILCUBEL(UPEMS(PPMRSOPCROBLCUBEL) UE) MIDMNIGDNHITGBHLTUBEL(UPEMS(P7M6S927)692)

CMCYMKY-K0-/300/3/100/100/00/0

CMCYMKY-K5-85/08//800/8/00/0

CMCYMKY-K6-56/05//100/100/402/42

CMYCKM-Y2K5/-22/50/20/0/0

CMYCKM-Y6K2/-2622//02/23/0/3

CMYCKM-Y1K00- /11000//01/01/00/10

CMYCKM-Y1K00- /14050//04/54/50/45

RGRBG-B2-3263/168/138/439/49

RGRBG-B1-4124/129/129/120/1808

RGRBG-B8-38/132/132/533/53

RGBRG- 1B96- /129263//222436/246

RGBRG- 8B6/-18660//126101/211

RGBRG- 0B/1-405//124055/205

RGBRG- 0B/7-50//17251/121

HEHXE-XE-CEBC7B37131

HEHXE-X8-E8CE0C60C6C

HEHXE-X5-3573B73B535

HEXH-ECX4-DCF4FD6 FF6

HEXH-E5X6A- 506DA30D3

HEXH-E0X09- 10C09D1CD

HEXH-E0X04- B00749B79

DEEDPEREEPDR(EPDMS(P7M6S227)622) CMYCKM-Y0K/9-70/8/997//4859/45 RGBRG- 1B27- /12247//2274/27 HEXH-E7XF1- 871FB181B

Color SKY BLUE (PMS 542) CMYK - 62/22/0/3 GROGLBD -(P8M6/S16103/02)11 CMYHKE-X0-/3506/A100D03/0 LIGLRIHGGTBHBT-L2BU3LE6U/(E1P8M(3PS/M42S99209) 0) CHMCEYXMKY- -EK2C-5B2/275/3/021//00/0

proportion CLASSIC BLUE (PMS PROC BLUE) CMYK - 100/10/0/10 SAFETYRGBRE- E0N/1(4P5M/2S05360) CMYHKEX- 5- 80/009/810C/D0

MIDNIGHT BLUE (PMLSIG76H9T2B) LUE (PMSD2E9E0P) RED (PMS 76S22K)Y BLUE (PMS 542)

CMYK - 100/45/0/45CMYK - 25/2/0/0 CMYK - 0/97/89/45 CMYK - 62/22/0/3

FORCEMSRYTHKGGEB-RX6E--50E0//0N07/451(BP/017M029/S1423R6G4HB)E-X1-9C64/2D2F3F/6246RHGEBX-

127/24/27 - 7F181B

RGB - 86/160/211 HEX - 56A0D3

CLASSIC BLUE (PMS PROC BLUE) CMYK - 100/10/0/10 RGB - 0/145/205 HEX - 0091CD

SRKGSYBKBY-L1BU4LE2U/(E1P9M(2PS/M15S048524) 2)

CLCALSASSICSRIBCGLBBULE-U8(EP3/M(1PS2M3PS/5RP3ORCOBCLBULEU) E) MIMDNIDIGNIHGTHBTLBULEU(EPM(PSM7S679629) 2)

DEDEEPERPERDE(DPM(PSM7S672622) 2)

CHMCEYXMKY- -K86E-2C6/20226/2/C02//30/3

CMCHYMEKYX-K-1-5013007/10B0/31/500//100/10

CMCYMKY-K1-0100/405/4/05//405/45

CMCYMKY-K0-/907//9879/8/495/45

MIDNIGHT BLUE (PMS 7692) CMYK - 100/45/0/45 RGB - 0/75/121 HEX - 004B79

Although individual pieces may vary, notice that the RGRBG-B1-9169/262/232/234/2646 HEHXE-XC-4CD4FDFF6F6

RGRBG-B8-68/166/106/201/2111 HEHXE-X5-65A60AD03D3

RGRBG-B0-/104/154/250/2505 HEHXE-X0-009019C1DCD

RGRBG-B0-/705/7/152/121 HEHXE-X0-0040B47B979

RGRBG-B1-217/2274/2/247/27 HEHXE-X7-F71F818B1B

cumulative effect keeps the overall brand color balance.

DEEP RED (PMS 7622) CMYK - 0/97/89/45 RGB - 127/24/27 HEX - 7F181B

CLASSIC BLUE (PMS PROC BLUE) MIDNIGHT BLUE (PMS 7692)

CMYK - 100/10/0/10

CMYK - 100/45/0/45

RGB - 0/145/205

RGB - 0/75/121

HEX - 0091CD

HEX - 004B79

Typography

DEEP RED (PMS 7622) CMYK - 0/97/89/45 RGB - 127/24/27 HEX - 7F181B

Tone of voice

Information

Voice

Name and use Akzidenz-Grotesk Standard family is used to clearly and objectively communicate information.

Weights

Regular or Bold for heads and subheads. Regular for body copy. Bold or Italic for emphasis.

Cases Upper- and lowercase or ALL CAPS.

Sentence case, NOT title case.

Colors Preferred: Red Cross Gray

When necessary: Red Cross Black

Use sparingly: Red Cross Red White Secondary colors

Georgia Regular family is used for storytelling, expressing opinions and calls to action.

Regular for heads, subheads and body copy. Bold or Italic for emphasis.

Upper- and lowercase.

Sentence case, NOT title case.

Preferred: Red Cross Gray

When necessary: Red Cross Black

Use sparingly: Red Cross Red White Secondary colors

RESTRICTED DIGITAL USE

When Akzidenz is unavailable in digital situations, use Arial. In addition, use Arial in external, customizable pieces. Akzidenz should be available on Red Cross computers. If not, email brandid@.

Georgia is a system font and should be available on any Mac or PC.

?2014 The American Red Cross name and logo are registered trademarks of the American Red Cross.

How we talk is as important as what we talk about.

Uplifting. The work we create will often be highly emotional, but never with a focus on the devastation, destruction or disaster. We want to leave people with a feeling of hope and possibility. We want them to feel that they can make a difference through the American Red Cross.

Empowering. We are a brand that relies on people?both the people we help and those who embody the Red Cross and deliver on our mission. We want everyone to feel empowered to be a part of this network, to help us make a difference in times of need.

Inviting. We are open and accessible to anyone and everyone who wants to assist us in our mission. We are not intimidating or directive.

Personal. Our care is selfless, not self-serving. We treat every person we help and everyone who helps us as an individual. We want them to feel care and compassion every time we interact with them. We are not yelling our message from the rooftops. We treat every individual with respect.

116906-12/14

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