Brand identity at a glance Logo suite Logo files are available at redcross.org/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 Digital minimum sizes Clear space minimums (shown above with blue lines) are built into the logo files. 26 pixels .275 inches (~7 mm) Separating button graphic and wordmark Color breakdowns WHITE CMYK - 0/0/0/0 RGB - 255/255/255 HEX - FFFFFF WHITE CMYK - 0/0/0/0 RGB - 255/255/255 HEX - FFFFFF LIGHT GRAY (COOL GRAY 3) PMSCMYK COOL- 0/0/0/15 GRAY 11 CMYK 0/0/0/70 RGB - -215/215/216 RGBHEX - 109/110/112 - D7D7D8 HEX - 6D6E70 PMS COOL GRAY 11 CMYK - 0/0/0/70 RGB - 109/110/112 HEX - 6D6E70 WHITE WHITE CMYK - 0/0/0/0 CMYK - 0/0/0/0 RGB - 255/255/255 RGB - 255/255/255 HEX - FFFFFF HEX - FFFFFF MED. GRAY (COOL GRAY 8) RED CROSS (PMS 485) CMYKRED - 0/0/0/40 CMYK RGB- -0/100/100/0 159/159/163 RGB - 237/27/46 HEX - 9F9FA3 HEX ED1B2E LIGHT GRAY (COOL GRAY LIGHT GRAY (COOL GRAY 3) 3) CMYK - 0/0/0/15 CMYK - 0/0/0/15 RGB - 215/215/216 RGB - 215/215/216 HEX - D7D7D8 HEX - D7D7D8 RED CROSS RED (PMS 485) CMYK - 0/100/100/0 RGB - 237/27/46 HEX - ED1B2E PMS COOL GRAY PMS COOL GRAY 1111 CMYK - 0/0/0/70 CMYK - 0/0/0/70 RGB - 109/110/112 RGB - 109/110/112 HEX - 6D6E70 HEX - 6D6E70 BLACK CMYK - 0/0/0/100 RGB - 0/0/0 HEX - 000000 MED. GRAY (COOL GRAY MED. GRAY (COOL GRAY 8) 8) CMYK - 0/0/0/40 CMYK - 0/0/0/40 RGB - 159/159/163 RGB - 159/159/163 HEX - 9F9FA3 HEX - 9F9FA3 Secondary LIGHT GRAY (COOL GRAY 3) SAND 7530) CMYK(PMS - 0/0/0/15 CMYK - 0/8/21/32 RGB - 215/215/216 RGB - 180/169/150 HEX - D7D7D8 HEX - B4A996 KHAKI (PMS 4535) KHAKI (PMS 4535) CMYK - 0/4/30/11 CMYK - 0/4/30/11 RGB - 226/215/172 RGB - 226/215/172 HEX - E2D7AC HEX - E2D7AC MED. GRAY (COOL GRAY 8) GOLD -(PMS 130) CMYK 0/0/0/40 CMYK - 0/30/100/0 RGB - 159/159/163 RGB HEX- 236/183/49 - 9F9FA3 HEX - ECB731 SAND (PMS 7530) SAND (PMS 7530) CMYK - 0/8/21/32 CMYK - 0/8/21/32 RGB - 180/169/150 RGB - 180/169/150 HEX - B4A996 HEX - B4A996 WHITE CMYK - 0/0/0/0 RGB - 255/255/255 HEX - FFFFFF RED CROSS RED (PMS 485) RED CROSS RED (PMS 485) CMYK - 0/100/100/0 CMYK - 0/100/100/0 RGB - 237/27/46 RGB - 237/27/46 HEX - ED1B2E HEX - ED1B2E Neutral 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 LIGHT LIGHT GRAY GRAY (COOL (COOL GRAY GRAY 3) 3) CMYK CMYK - 0/0/0/15 - 0/0/0/15 RGBRGB - 215/215/216 - 215/215/216 HEXHEX - D7D7D8 - D7D7D8 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 BLACK BLACK CMYK - 0/0/0/100 CMYK - 0/0/0/100 RGB - 0/0/0 RGB - 0/0/0 KHAKI KHAKI (PMS (PMS 4535) 4535) SAND SAND (PMS (PMS 7530) 7530) GOLD GOLD (PMS (PMS 130)130) HEX - 000000 HEX - 000000 CMYK CMYK - 0/4/30/11 - 0/4/30/11 CMYK CMYK - 0/8/21/32 - 0/8/21/32 CMYK CMYK - 0/30/100/0 - 0/30/100/0 RGBRGB - 226/215/172 - 226/215/172 RGBRGB - 180/169/150 - 180/169/150 RGBRGB - 236/183/49 - 236/183/49 HEXHEX - E2D7AC - E2D7AC HEXHEX - B4A996 - B4A996 HEXHEX - ECB731 - ECB731 MED. MED. GRAY GRAY (COOL (COOL GRAY GRAY 8) 8) CMYK CMYK - 0/0/0/40 - 0/0/0/40 RGBRGB - 159/159/163 - 159/159/163 HEXHEX - 9F9FA3 - 9F9FA3 SAFETY SAFETY GREEN GREEN (PMS (PMS 360)360) CMYK CMYK - 58/0/80/0 - 58/0/80/0 RGBRGB - 142/192/108 - 142/192/108 HEXHEX - 8EC06C - 8EC06C BLACK SAFETY GREEN (PMS 360) FOREST GREEN (PMS 364) KHAKI (PMS 4535) SAND (PMS 7530) GOLD (PMS 130) SAFETY GREEN (PMS 360) FOREST GREEN (PMS 364) CMYK - 0/0/0/100 CMYK CMYK - 65/0/100/42CMYK - 0/8/21/32 CMYK - 0/4/30/11 CMYK - 0/30/100/0 CMYK - 58/0/80/0 CMYK - 65/0/100/42 RGB- -58/0/80/0 0/0/0 RGB RGB - 236/183/49 RGB - 142/192/108 RGB - 83/123/53 HEX 142/192/108 - 000000 RGB - 226/215/172RGB - 83/123/53 RGB - 180/169/150 HEX - 8EC06C HEX 537B35 HEX - E2D7AC HEX - B4A996 HEX - ECB731 HEX - 8EC06C HEX - 537B35 GOLD (PMS 130) SAFETY GREEN (PMS 360) FOREST GREEN (PMS 364) LIGHT LIGHT BLUE BLUE (PMS (PMS 290)290) SKYSKY BLUE BLUE (PMS (PMS 542)542) CLASSIC CLASSIC BLUE BLUE (PMS (PMS PROC PROC BLUE) BLUE) MIDNIGHT MIDNIGHT BLUE BLUE (PMS (PMS 7692) 7692) GOLD (PMS 130) SAFETY GREEN (PMS 360) FOREST GREEN (PMS 364) CMYK - 0/30/100/0 CMYK - 58/0/80/0 CMYK - 65/0/100/42 CMYK CMYK - 25/2/0/0 - 25/2/0/0 CMYK CMYK - 62/22/0/3 - 62/22/0/3 CMYK CMYK - 100/10/0/10 - 100/10/0/10 CMYK CMYK - 100/45/0/45 - 100/45/0/45 CMYK - 0/30/100/0 CMYK - 58/0/80/0 CMYK - 65/0/100/42 RGB - 236/183/49 RGB - 142/192/108 RGB - 83/123/53 RGBRGB - 196/223/246 - 196/223/246 RGBRGB - 86/160/211 - 86/160/211 RGBRGB - 0/145/205 - 0/145/205 RGBRGB - 0/75/121 - 0/75/121 RGB - 236/183/49 RGB - 142/192/108 RGB - 83/123/53 HEX - ECB731 HEX - 8EC06C HEX - 537B35 HEXHEX - C4DFF6 - C4DFF6 HEXHEX - 56A0D3 - 56A0D3 HEXHEX - 0091CD - 0091CD HEXHEX - 004B79 - 004B79 HEX - ECB731 HEX - 8EC06C HEX - 537B35 Color proportion SKY BLUE (PMS 542) CMYK - 62/22/0/3 RGB -(PMS 86/160/211 GOLD 130) HEX - 56A0D3 CMYK - 0/30/100/0 RGB - 236/183/49 LIGHT BLUE (PMS 290) LIGHT BLUE (PMS 290) HEX - -ECB731 CMYK - 25/2/0/0 CMYK 25/2/0/0 RGB - 196/223/246 RGB - 196/223/246 HEX C4DFF6 HEX - C4DFF6 WHITE WHITE size requirements PMSPMS COOL COOL GRAY GRAY 11 11 REDRED CROSS CROSS REDRED (PMS (PMS 485)485) As long as CMYK minimum are followed, the button can CMYK - 0/0/0/0 - 0/0/0/0 CMYK CMYK - 0/0/0/70 - 0/0/0/70 CMYK CMYK - 0/100/100/0 - 0/100/100/0 RGBRGB - 255/255/255 - 255/255/255 RGB RGB - 109/110/112 - scaled 109/110/112 RGBRGB - 237/27/46 - 237/27/46 be separated from the wordmark and on its own. Remember HEXHEX - FFFFFF - FFFFFF HEXHEX - 6D6E70 - 6D6E70 HEXHEX - ED1B2E - ED1B2E to include the wordmark in the viewing area. 6 pixels .06 inches (~1.5 mm) Primary Clear space CLASSIC BLUE (PMS PROC BLUE) MIDNIGHT BLUE (PMS 7692)BLUE (PMSDEEP LIGHT 290) RED (PMS 7622) SKY BLUE (PMS 542) CLASSIC BLUE (PMS PROC BLUE) CMYK - 100/10/0/10 CMYK - 100/45/0/45 CMYK - 25/2/0/0 CMYK - 0/97/89/45 CMYK - 62/22/0/3 CMYK - 100/10/0/10 - 0/145/205 RGB - 0/75/121 SAFETYRGB GREEN (PMS 360) FOREST GREEN (PMS 364) RGB - 196/223/246RGB - 127/24/27 RGB - 86/160/211 RGB - 0/145/205 HEX - 0091CD HEX - 004B79 HEX 7F181B CMYK - 58/0/80/0 CMYK - 65/0/100/42 HEX - C4DFF6 HEX - 56A0D3 HEX - 0091CD RGB 142/192/108 RGB 83/123/53 SKY BLUE (PMS 542) CLASSIC BLUE (PMS PROC BLUE) MIDNIGHT MIDNIGHT BLUE (PMS 7692) DEEP RED (PMS 7622) SKY BLUE (PMS 542) CLASSIC BLUE (PMS PROC BLUE) BLUE (PMS 7692) DEEP RED (PMS 7622) HEX - -8EC06C HEX- -100/10/0/10 CMYK - 62/22/0/3 CMYK -537B35 100/10/0/10 CMYK - 100/45/0/45 CMYK - 0/97/89/45 CMYK 62/22/0/3 CMYK CMYK - 100/45/0/45 CMYK - 0/97/89/45 RGB - 86/160/211 RGB - 0/145/205 RGB - 0/75/121 RGB - 127/24/27 RGB - 86/160/211 RGB - 0/145/205 RGB - 0/75/121 RGB - 127/24/27 HEX - 56A0D3 HEX - 0091CD HEX - 004B79 HEX - 7F181B HEX - 56A0D3 HEX - 0091CD HEX - 004B79 HEX - 7F181B MIDNIGHT BLUE (PMS 7692) CMYK - 100/45/0/45 RGB - 0/75/121 HEX - 004B79 BLACK BLACK CMYK CMYK - 0/0/0/100 - 0/0/0/100 RGBRGB - 0/0/0 - 0/0/0 HEXHEX - 000000 - 000000 FOREST FOREST GREEN GREEN (PMS (PMS 364)364) CMYK CMYK - 65/0/100/42 - 65/0/100/42 RGBRGB - 83/123/53 - 83/123/53 HEXHEX - 537B35 - 537B35 DEEP DEEP REDRED (PMS (PMS 7622) 7622) CMYK CMYK - 0/97/89/45 - 0/97/89/45 RGBRGB - 127/24/27 - 127/24/27 HEXHEX - 7F181B - 7F181B DEEP RED (PMS 7622) CMYK - 0/97/89/45 RGB - 127/24/27 HEX - 7F181B Although individual pieces may vary, notice that the cumulative effect keeps the overall brand color balance. CLASSIC BLUE (PMS PROC BLUE) CMYK - 100/10/0/10 RGB - 0/145/205 HEX - 0091CD MIDNIGHT BLUE (PMS 7692) CMYK - 100/45/0/45 RGB - 0/75/121 HEX - 004B79 Typography Name and use Weights Cases Colors RESTRICTED DIGITAL USE DEEP RED (PMS 7622) CMYK - 0/97/89/45 RGB - 127/24/27 HEX - 7F181B Tone of voice Information Voice Akzidenz-Grotesk Standard family is used to clearly and objectively communicate information. Georgia Regular family is used for storytelling, expressing opinions and calls to action. Regular or Bold for heads and subheads. Regular for body copy. Bold or Italic for emphasis. Regular for heads, subheads and body copy. Bold or Italic for emphasis. Upper- and lowercase or ALL CAPS. Upper- and lowercase. Sentence case, NOT title case. Sentence case, NOT title case. Preferred: Red Cross Gray Preferred: Red Cross Gray When necessary: Red Cross Black When necessary: Red Cross Black Use sparingly: Red Cross Red White Secondary colors Use sparingly: Red Cross Red White Secondary colors 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 [email protected]. 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