Yo u're T h e C u r e ( Y T C ) L o g o G u i d e l i n e s

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Yo u're T h e C u r e ( Y T C ) L o g o G u i d e l i n e s. (Updated November 2010). Follow these You're The Cure branding guidelines whenever the You're The ...
Yo u're T h e C u r e ( Y T C ) L o g o G u i d e l i n e s (Updated November 2010) Follow these You're The Cure branding guidelines whenever the You're The Cure logo is used. AHA/ASA organization-wide branding guidelines should also be followed. You can find them at www.heart.org/branding. Any use or reproduction of these marks without the express, prior written consent of the AHA/ASA is strictly prohibited.

The Logo The You're The Cure logo consists of: • The American Heart Association/American Stroke Association dual logo (including heart & torch icon)* • The words: (lowercase) “You're The Cure” (text).

Required Elements • Three elements appear on all YTC pieces: 1. The AHA/ASA dual logo; 2. The words: “You're The Cure” and 3. The red wave that is at the top of this page. • The two approved fonts to use in YTC materials are Arial and Helvetica. • All images that appear on a product should be approved by the AHA/ASA. Recreational photos and clip art should not be used. • Each piece should include values-based messaging including: attributes (what will get me there?/tangible facts and figures), benefits (what does the audience get out of it?), emotional consequences (what’s in it for me?) and personal values (what feelings are associated with it?). For more information go to http://www.heart.org/HEARTORG/Advocate/ActionCenter/Action-Center_UCM_001134_SubHomePage.jsp

*The American Heart Association/American Stroke Association dual logo must be used at all times in conjunction with the You're The Cure logo/brand unless special permission has been granted by the National Media Advocacy Department at 202-785-7900. ©2010, American Heart Association.

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Which color logo should you se? The You're The Cure logo uses the AHA’s corporate colors of red and black. • AHA’s corporate red is PANTONE® 485 (PMS 485) or the CMYK (four-color process) equivalent of 100% Magenta and 100% Yellow. • The You're The Cure red and black are the same as AHA’s. The surface of the end product will also determine which logo to use: • First preference: use the 2-color red-and-black logo. • Second preference: use the 2-color red-and-white logo or 1-color black or white logo. Refer to the samples on page 3 for appropriate color and size usage. Any variation MUST be approved by the National Media Advocacy Department at 202-785-7900 before production.

Sizing You're The Cure logos When using the YTC logo, the American Heart Association/American Stroke Association logo must be no smaller than ½" in vertical height, measured from the tip of the flame to the baseline of association. The logos on page 3 show the logo at the correct size for most products. The logo to the right is an example of the minimum-size YTC logo with the AHA/ASA logo at

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" in vertical height. If

space does not allow you to use the logo at this size, you must use the words American Heart Association/American Stroke Association and You're The Cure on your product. If space permits, you may also separate the small space version of the logo so that the AHA/ASA logo is on the left and the YTC logo is on the right.

Alternate national or local partner logo options In most instances, partner logos are placed directly beneath the AHA/ASA/YTC logo block. However, if you are creating, for example, an advertisement or a collateral piece with a large cover, the AHA/ASA/YTC logo block may be separated from the partner logos. In such cases, partner logos should appear on the same page as the AHA/ASA/YTC logo block. Partner logos can also be placed on the front or the back of the collateral piece, but not in both places. National partners should be sized so that they are 50% of the size of the AHA/ASA logo. Local partners should be sized at 25%. REMEMBER: All collateral, banners, ads, programs, signage or any other item printed in relation to your You're The Cure event MUST follow these guidelines. Any variation MUST be approved by the National Media Advocacy Department at 202-785-7900 before production.

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You're The Cure logo The You're The Cure logos below are AHA-approved logo treatments. Any variation MUST be approved by the You're The Cure marketing manager at AHA National Center before production.

Vertical Logos

Horizontal Logos

2-color red-and-black logo

1-color black logo

1-color red logo

2-color red-and-white logo

1-color white logo

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Area of

o -

e fe e ce

The area of non-interference around the You're The Cure logo should equal the cap height of the “O” in the word “you’re.” This will ensure the logo is clearly visible in all presentations. This area is to be applied to all versions of the logo (with or without sponsor logos).

You're The Cure Theme The YTC theme artwork consists of seven people in red with hands over their hearts, one person in black with a hand over his heart and another person in black with hands to the side. This graphic cannot be used alone; it must be used with the YTC tagline. The graphic and tagline group can only be used in red and black. Do not use at a size smaller than two inches in vertical height. The tagline consists of the words “You're The Cure” separated by a red bar. The tagline can be used alone as long as the AHA/ASA/YTC logo is also used.

Photography Guidelines Photography, illustration and graphics are the imagery of the publication. These powerful visual tools can affect the “feeling” of the entire piece. Covers should have large single images that bleed off the edge if possible. Choose visuals appropriate for the product’s target audience. The quality of the visual is also important. A poorly executed visual will detract from the effectiveness and desired “feel” of a product just as much as an inappropriate visual will. Be cautious with visuals and shaded elements that compete with the type and hamper the readability of the text. Marriage of type and the graphic is as important as the visual chosen. Work with titles in overlapping images to enhance our cohesive, one-image look. Maintain high technical standards. The imagery of our publications directly affects the overall image that the public has of the AHA. Choose these elements carefully. It’s recommended that a diverse mix of people (by race, ethnicity, age, sex, etc.) and warm, evocative images appear extensively throughout our products. We want to convey that the AHA truly has a heart and cares about the health and well-being of all people. page 4