Graphic Standards and Brand Identification

symbol logo

logotype slogan

symbol logo

logotype slogan

Respecting Our Logo It is up to all of us to correctly use one of our most valuable assets—a logo that stands as a worldwide symbol of goodwill and humanitarianism. Each time we violate our logo guidelines, we weaken the irreplaceable value of our symbol. And why should we alter one of the most recognized symbols in the world? Would a neighborhood McDonald’s® restaurant suddenly sprout green arches? Would a local Coca-Cola® bottler replace the signature logotype with a font they liked on their computer? Of course not. A trusted and respected emblem is invaluable, and by using it consistently, the organization is strengthened and communicates a unified message. What Makes Us Special? Our Brand Identity The American Red Cross competes with thousands of charities and nonprofits. What makes us stand out? What do people think of us? There is a common thread found in our services—and a unique perception of the Red Cross—that positions us in the community. The American Red Cross is the premier organization dedicated to helping people save lives. This is part of our brand identity. The idea of "saving lives" is both literal and figurative. For example, providing blood is literally a lifesaving activity. But helping a family put their life back together after a house fire is also a lifesaving experience. Teaching HIV/AIDS prevention is a lifesaving activity…as is lifeguarding. And think of the impact we have on the lives of the men and women serving with the Armed Forces in distant lands. Our emergency communications are "lifesavers" too.

To reinforce this message and to position ourselves in the community, we have carefully researched and adopted the new brand slogan, Together, we can save a life™. It represents the American Red Cross and it is empowering to people. Helping the Red Cross save lives brings great satisfaction and a sense of accomplishment—something we all value. It is important that we feature our new slogan on our materials (see p. 10). Splash it everywhere. The graphic file is available on the CD (ARC A4718CD) or online. Let people know what makes us special! Our Logo is Protected The American Red Cross owns rights in many trademarks, including American Red Cross, Together, we can save a life™ and the red cross emblem consisting of a Greek red cross. Trademark rights accrue upon adoption and use. Trademarks do not have to be registered with the U.S. Patent and Trademark Office to be recognized and enforced. The American Red Cross’s trademark rights in American Red Cross and the red cross emblem date back to 1881, even though we do not currently have registrations for these marks. With the exception of a few individuals and companies that used the Greek red cross before 1905, the American Red Cross has the exclusive right to use the Greek red cross (and the trademark American Red Cross) in the United States. If you have questions about using the logo, please contact Carol Robinson, director, Creative Services, at 202-639-3235, or [email protected], or e-mail [email protected].

Table of Contents Logo and Brand Slogan Basics 2

Incorrect Use of the Logo and Slogan 12

Color Basics 4

On the Web 14

Spanish Translations New! 5

Use With Other Logos 15

Lines of Service Lockups 6

Promotional and Recognition Items 16

Unit Name Lockups 7

Clothing, Accessories and Patches 17

Business Cards and Stationery New! 8

Pins and Jewelry New! 18

Our Slogan New! 10

Architecture and Related Uses New! 19 Illustrations New! 20

© 2002 The American National Red Cross. All Rights Reserved. Any use of this publication, including reproduction, modification, distribution or republication, without the prior written consent of the national headquarters of the American National Red Cross, is strictly prohibited.

1X 1X

One-line Vertical Logo With Slogan

Horizontal Logo With Slogan

Two-line Stacked Vertical Logo With Slogan

These are the three lockups used with the brand slogan. White space equal to at least the length of one arm of the cross (1X) must be left all the way around the lockup.

One-line Vertical Logo

Horizontal Logo

Two-line Stacked Vertical Logo

These are the three acceptable configurations of the logo. White space equal to at least the length of one arm of the cross (1X) must be left all the way around the logo.

Logo and Brand Slogan Basics Shown here are the correct logo (cross and type together), logotype (type alone) configurations and lockups with our brand slogan. The basic guidelines are listed below. ■

You may enlarge or reduce the logo, but do not alter the relationship between the elements, and do not recreate the logo. Use the artwork from the CD.

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The cross may never be used alone, with a few exceptions, such as jewelry and architecture, and it must always be a Greek cross made up of five equal squares.

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The logo must always appear on a white background, with a few exceptions, such as pins and jewelry. White space equal

to at least one arm of the cross must be left all the way around the logo. ■

Do not screen the logo or reverse it out of a color background.

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The logotype alone should be used very 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. Clothing should have the full logo on a white background, but if you absolutely cannot afford it, the logotype alone may be used.

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Do not alter or recreate the logotype or brand slogan lettering.

Use art on the CD, or download logos and slogan from CrossNet or www.redcross.org/logos/sig.html

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One-line Logotype

Two-line Stacked Logotype

Use the logotype when you cannot print on a white background or when colors other than red and black are used.

The slogan can be used alone, not as a lockup, as long as the logo appears on the same page or spread. Do not recreate—use the supplied art.

The one-line horizontal format has been discontinued. For units using this format, aim to phase it out by July 2002. It is not necessary to throw away existing materials with this horizontal logo, but please replace the logo when you replenish. The slogan We’ll be there has been discontinued.

Color—Red and Black Has the Most Impact! The American Red Cross logo colors are red and black. The red used for the cross is called “Red Cross red.” It can be achieved in two ways:

The all-black logo was created for use in all-black ads, such as newspapers. It may be used for strictly internal documents when all red is not an option. It must appear on a white background.

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When printing in full process color, specify 100 percent process yellow and 100 percent process magenta.

The slogan We’ll be there has been discontinued.

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When using spot colors, use PANTONE® color 485 as shown in the current edition of the PANTONE® Color Formula Guide.

Help Can’t Wait no longer exists as a graphic, but the phrase may be used in urgent situations, such as communications related to specific disasters.

The all-red logo should be used very rarely, and only if two-color printing is not in your budget. It must appear on a pure white background.

Use art on the CD, or download logos and slogan from CrossNet or www.redcross.org/logos/sig.html

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1

Red and black has the most impact! Always strive to use this version.

2

When you must use one color, this is preferable.

3

The logo may appear in allblack for newspaper ads or other all-black ads or for strictly internal use when red is not an option.

4

Use type alone when you cannot print on a white background. The logotype alone may appear in another color.

Color Basics The chart above displays the acceptable uses of color, ranked in order of preference.

Use art on the CD, or download logos and slogan from CrossNet or www.redcross.org/logos/sig.html

4

1X 1X

Spanish Translation Available New! The American Red Cross logo and brand slogan have been translated into Spanish to meet special needs. This is the only non-English version of the American Red Cross logo. Many Spanish-speaking areas use the English version of the logo, and this is encouraged.

The Spanish brand slogan, Juntos podemos salvar una vida, may be locked up with the logo or it may be used alone, as with the English version.

Use art on the CD, or download logos and slogan from CrossNet or www.redcross.org/logos/sig.html

5

Use 60% black or PMS 416 gray for the service name.

1X 1X

If only black is available, screen the service name to 60%.

Lines of Service Lockups The purpose of the service lockups, such as Disaster Services and Biomedical Services, is to clearly identify the Red Cross services we provide to the public in a unified manner. Because internal support services such as Human Resources and Information Services are not offered to the public, they do not use lockups.

Service names should normally appear in a 60 percent screen of black. PANTONE® 416 gray can be substituted when screening black might compromise product quality, for example with silk-screened applications. If only black is available, the service name should be screened 60 percent. White space equal to at least one arm of the cross (1X) must be left all the way around the logo and service name.

Use art on the CD, or download logos and slogan from CrossNet or www.redcross.org/logos/sig.html

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1/2 X

1X

The typeface for the unit name is Akzidenz Grotesk Light; if you don’t have this font, use Arial. Always use black. The type size should be half the size of one arm of the cross (1⁄ 2 X) and the leading (additional space between lines of type, measured in points) should be set 2 points higher than the type size.

Baseline of unit name.

Unit Name Lockups Build your unit name lockup by following the guides above. If your unit name runs over 30 characters, break it in an appropriate place to form two lines. Baseline of unit name begins one arm (1X) below the logo.

Leave appropriate space equal to at least one arm of the cross (1X) around the unit name and logo. Unsure if your lockup meets graphic standards? Send a query to [email protected] for help.

Use art on the CD, or download logos and slogan from CrossNet or www.redcross.org/logos/sig.html

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Business cards shown at 100%. 1/4"

3620 Admiral Street El Paso,Texas 79925 Tel: 915-555-1212 Fax: 915-555-1212 Pager: 915-555-1212 [email protected] www.redcrosselpaso.org

Height of cross = 7/16" El Paso Area Chapter

Top of the letters should align with top of “A” in “American.”

Jane Doe Manager, Configuration Management Biomedical Information Systems

Baseline for last line of title is 1/2" from bottom of card.

Cap height of slogan = 1/8" 1/8" 3/16"

1 3/8"

Name = 10/9 Garamond Bold, flush left Title & Unit = 7/9 Garamond Book or Bold, flush left Address and Telephone Numbers = 7/9 Garamond Book, flush left

Business Cards and Stationery New! All type must be black, the cross must be red. For business cards, align the baseline of the last line of copy as shown. Use of the slogan on stationery is recommended.

Use art on the CD, or download logos and slogan from CrossNet or www.redcross.org/logos/sig.html

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Letterhead shown at 75%.

Address = 10/12 Garamond Book, flush left.

3/4"

Height of cross = 5/8"

3" El Paso Area Chapter 3620 Admiral Street El Paso,Texas 79925 Tel: 915-555-1212 Fax: 915-555-1212 www.redcrosselpaso.org

11/16"

El Paso Area Chapter

Align your copy with the left vertical edge of cross.

Envelope shown at 100%. Address = 7/9 Garamond Book, flush left. 3/8"

Height of cross = 3/8" 1X

3/8"

El Paso Area Chapter

3620 Admiral Street El Paso,Texas 79925

Cap height = 3/16" 1/4"

Cap height = 1/4" 5/16"

Use art on the CD, or download logos and slogan from CrossNet or www.redcross.org/logos/sig.html

9

Our Slogan New! Our brand identity is what makes us special and positions us in the community. Try to use the slogan on newsletters, brochures and annual reports. Add it to banners, promotional items and other materials.

It works well as a lockup with our logo (see p. 2). It can appear in black or any color when used alone. You can screen it, make patterns with it. Have fun with it, but keep it uniform—we should all use the same logo and brand slogan. Please use only the graphic provided; do not use a different font, capitalize it or recreate it in any way.

Generally it should appear on business cards, forms and all appropriate external pieces, with a few exceptions such as on items for those affected by disaster, and on certain biomedical pieces, where it might appear to be a product claim.

Use art on the CD, or download logos and slogan from CrossNet or www.redcross.org/logos/sig.html

10

Use art on the CD, or download logos and slogan from CrossNet or www.redcross.org/logos/sig.html

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1X P.O. Box 1008 1450 Eleventh Street Santa Monica, CA 90406-1008

The cross should never be used alone, with a few exceptions such as jewelry and architecture.

Minimum white space, equal to the length of one arm (1X) of the cross, must be left around the logo and lockups.

The logo must appear on a field of pure, bright white. Do not print or photocopy the logo on colored or flecked paper. If you must use colored paper, use the logotype alone, without the cross.

Do not create a field of white for the cross only. The entire logo must appear on a field of pure, bright white.

Do not run type over the cross, or use other graphic devices to alter the logo in any way.

Do not use drop shadows or alter the logo in any way.

Incorrect Use of the Logo and Slogan Here are samples of the most common misuses of the logo, logotype and slogan. If you are unsure about whether a design meets graphic standards, e-mail us at [email protected] and we’ll respond promptly.

Use art on the CD, or download logos and slogan from CrossNet or www.redcross.org/logos/sig.html

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354 meals served 112 families provided with shelter 8 ERVs responded

The cross and the logo are not design elements and should never be used in repetitive patterns, as borders, bullets or in other graphic contrivances.

Red Cross Employee Guidelines The logo superimposed on a photograph is incorrect because the seemingly white areas are actually composed of halftone screens (dots). However, you may use the logotype alone.

Do not add to—or eliminate—any portion of the logo.

American Red Cross Do not alter the cross, logotype or slogan, enlarge one element, use a different font or recreate it in any way. Use the provided graphic only.

TOGETHER, WE CAN SAVE A LIFE

Together, we can save a life Do not recreate the slogan by substituting another font, using all caps, reproportioning it or altering the relationship of words. Use the graphic provided on the CD or online.

The slogan should never appear on a curve, as a circle or other shape. Use the provided graphic only.

Use art on the CD, or download logos and slogan from CrossNet or www.redcross.org/logos/sig.html

13

On the Web Web Basics The rules for print regarding the logo, brand slogan and the lockups also apply for Web use. In addition— ■

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software (e.g., Photoshop, Fireworks) to manipulate the .bmp, .eps, .emf, .jpg, .pcx, .tif or .png files on the CD. Be careful not to distort the height and width ratio of the image.

No part of the logo should ever rotate, blink or be used in other animations that would distort it, although the logo may fade in and out.

The RGB color formula for the logo is R=0, G=0, B=0 for black; R=255, G=0, B=0 for red. The Web-safe hexadecimal color code is 000000 for black; FF0000 for red. Hexadecimal codes in HTML should always be preceded with a "#" symbol, e.g., #FF0000 for red.

Only the red and black logo—never the all-red logo—should be used on the Web.

When placing the logo on Web pages, please use the GIF images on the CD or the Web. A large and small size of each configuration is provided on the CD.

Create Your Own Web Site Use the template download page located at www.redcross.org/templates/ to plug in your unit-specific information. An online Internet guide is also available at https://corpweb.redcross.org/market/int ernet.html. In addition, most images that you find on CrossNet may be downloaded and used on your unit’s Web pages.

Do not change the size of the GIFs in your HTML code. This will distort the image. Make sure the GIF’s height and width attributes are listed in your HTML code. This will accelerate the loading of your HTML code. If you need a GIF in a size other than those provided, use graphics

Use art on the CD, or download logos and slogan from CrossNet or www.redcross.org/logos/sig.html

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Manufactured For:

By:

American Red Cross Plasma Services Washington, D.C. 20006 USA

V.I. Technologies, Inc. 134 Coolidge Ave. Watertown, MA 02472 USA

Use With Other Logos ■

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When used in conjunction with other logos or symbols, the Red Cross logo will almost always be larger or predominant by virtue of its position.

organization should be positioned to achieve visual balance. ■

In joint undertakings on a co-equal basis, the Red Cross logo and that of the other

Under no circumstance should another organization’s logo be larger than the Red Cross logo.

Use art on the CD, or download logos and slogan from CrossNet or www.redcross.org/logos/sig.html

15

Promotional and Recognition 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. The same guidelines pertain to an all-red logo. If a specialty item has space limitations regarding the imprint area, come as close to this amount of white space as you can.

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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.

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For metal 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.

Use art on the CD, or download logos and slogan from CrossNet or www.redcross.org/logos/sig.html

16

Clothing, Accessories and Patches ■

The logo must always appear on a pure white background.

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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.

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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.

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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 you can.

Use art on the CD, or download logos and slogan from CrossNet or www.redcross.org/logos/sig.html

17

Pins and Jewelry New! 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.

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 for earring studs or a pin. Just be sure to use a Greek cross.

In every case, the cross must be a Greek cross, which is a cross made up of five equal squares.

Some manufacturing processes, such as cloisonné, require that a thin border of metal or other material appear around the cross, which is acceptable.

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.

Use art on the CD, or download logos and slogan from CrossNet or www.redcross.org/logos/sig.html

18

Architecture and Related Uses New! 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.

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.

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.

These architectural elements are decorative devices and not substitutes for external signage that clearly identifies a building as an American Red Cross facility.

Use art on the CD, or download logos and slogan from CrossNet or www.redcross.org/logos/sig.html

19

Illustrations New! Whether or not to include the logotype depends on the size of the illustration and the circumstances. In any case, the cross should resemble a Greek cross and appear on fairly white background. Sometimes a pure white background is not possible because the illustrator will need to add depth and shadows, but come as close to it as you can.

Illustrations often include the cross or, in some cases, the cross and logotype as identifiers (not decorative items). In such cases, show the cross or logo as it would normally appear in real life. For example, a cross alone could be used on a drawing of a building or a flag but not in the middle of a maple leaf or globe. A hand-drawn cross might also appear in a coloring book, illustrated posters or on a sketch of a disaster worker’s helmet.

Use art on the CD, or download logos and slogan from CrossNet or www.redcross.org/logos/sig.html

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www.redcross.org

Use art on the CD, or download logos and slogan from CrossNet or www.redcross.org/logos/sig.html A4718 Rev. 1/02