· table of . contents. ceo’s...

B R A N D I N G G U I D E

Table of ContentsCEO’s Letter ................................................................................................................................1

Understanding the Brand

Introduction ..........................................................................................................................2

The Evolution of Our Signature ...............................................................................................3

Brand Promise ......................................................................................................................4

Brand Voice ..........................................................................................................................5

Brand Voice – Proof Points .....................................................................................................6

Signature System ........................................................................................................................7

Graphic/Legal Requirements ........................................................................................................26

Photography Guidelines ...............................................................................................................29

Design Guidelines

Stationery .............................................................................................................................39

Publications ..........................................................................................................................46

Advertising and Promotional Products .....................................................................................64

Signage ................................................................................................................................68

Electronic Media

A. Slides ........................................................................................................................70

B. Television and Video ....................................................................................................73

C. Web Branding .............................................................................................................75

©2008, American Heart Association


American Heart Association Branding Guide: Letter From Nancy Brown 1

True, Positive, Committed and Heroic—we show these traits in the important work we do every day at the American Heart Association/American Stroke Association.

People around the world feel they know who we are, and they rely on our solid scientific expertise and authoritative health care messages. Although we have many programs and initiatives, we need one strong, unmistakable identity to clearly and effectively communicate who we are and what we do.

A strong brand is critical to the AHA/ASA’s success because it lets the world know what we’re doing right now to make an impact in the future. Branding is more than just a visual representation of who we are—it also helps us effectively transform attitudes and behaviors. Our new branding guidelines are in focus with our 2020 Impact Goal: to improve the cardiovascular health of all Americans by 20 percent while reducing deaths from cardiovascular diseases and stroke by 20 percent.

Our new guidelines reflect years of research and the input of internal and external experts.

In developing the guidelines, we looked at health and wellness trends and developed a promise that speaks to consumers: “The American Heart Association/American Stroke Association has an extraordinary impact on your life by empowering you and your loved ones to make better decisions, live healthier lives and get better medical care so you can enjoy more peace of mind about your cardiovascular health.”

Our branding does several important things. It reinforces our brand awareness and increases consideration through consistent use; heightens public awareness of the AHA/ASA and our mission; enhances our credibility; differentiates the AHA/ASA from competitors; and improves our fund-raising potential.

Please remember that we are all stewards of our brand and it is everyone’s responsibility to adhere to these guidelines. Volunteers, vendors, staff and sponsors should follow them when creating, adapting or revising materials. As the AHA/ASA continues to evolve, so will our brand. Thank you for your cooperation and support.

Nancy Brown Chief Executive Officer

Understanding the Brand

©2008, American Heart Association 7.1©2008, American Heart Association 3.1

A “master

brand” identit

y system communicates

who we are to the public.


Why do we need branding guidelines?

In today’s business environment, it’s increasingly difficult for an organization to be noticed and remembered. The clutter and volume of competing messages is overwhelming. As a result, more businesses are developing a uniform, easily recognized “master brand” identity system to communicate who they are to the public. Beneath this umbrella brand other products may carry specific messages for various markets.

Our goals are to enhance the AHA identity, improve consistency, simplify and update our brand’s look and feel, and provide easy-to-use standardized design templates for using sponsors’ logos.

The American Heart Association is committed to developing its brand and communications strategies and strengthening our image and identity in the marketplace. A strong organizational identity is vital because that’s what the public recognizes — it’s what sustains loyalty. Benefits of a strong corporate identity include:

• Heightened public awareness of the AHA and our mission

• Enhanced credibility for the organization and our messages

• Differentiation from competitors

• Improved fund-raising potential from the general public and corporate partnerships

To achieve a stronger corporate identity, we need to refine and coordinate

various communications tools to create a unique organizational image (or “master brand”) for the American Heart Association. These tools include:

• Our signature

• Color

• Photography

• Graphic devices such as the red wave described later in this guide

• Consistent use of typeface(s)

• The style of our materials (tone, graphics, audio and editorial content)

• Program names

• Media we use to deliver our messages

This guide sets forth specific strategies to enhance the AHA’s organizational identity and shape the perceptions of consumers. In each case, we will be sensitive to preserving the AHA’s reputation and heritage.

Who should use this guide?

AHA communications staff and volunteers will use these guidelines when designing or producing their materials, or when directing outside vendors to produce materials.

These guidelines should also be given to corporate partners or other organizations that will produce materials with our name and logo. Staff who develop corporate sponsorships that result in the production of materials should discuss these guidelines during initial negotiations.

Finally, field staff or others in contact with volunteers doing design work to promote local AHA events should ensure that they follow these guidelines.

How should this guide be used?

This is a guide to the basics that must be followed in all instances. Its goal is not to limit creativity, but to provide direction that will guide us all to produce materials with greater unity, clarity and visual harmony. This will help us produce materials that the public recognizes as distinctly ours, whether the items are found in the Northwest or Southeast United States or come via the Web or direct mail, on video or in print.

To use a musical analogy, we’re not asking everyone to play the same instrument, only to play the same music.

We believe the result will be a more visible, more cohesive American Heart Association, which will benefit us all.

Who can I contact with questions?

E-mail [email protected].

Introduction

American Heart Association Branding Guide: Introduction 2

The AHA’s heart and torch symbol was created in 1924 by Mrs. John Wyckoff, a member of the Board of Governors of the New York Heart Association. The American Heart Association Executive Committee approved a resolution to adopt this symbol on June 28, 1924.

Throughout the years there have been several modifications to our symbol including its use as part of The Heart Fund mark. Some of these modifications are shown here.

A version of a heart and a torch has remained constant through all revisions of our signature, maintaining the original intent of the resolution approved in 1924:

“Observe our emblem, the symbol of the fanciful St. Valentine, carrying with it the torch of knowledge. Knowledge of the heart the world has had a-plenty but not so much of the common sense, scientific variety that we seek to propagate.”

New York Heart Association, Inc. BULLETIN, Vol. 1., No.1, June 1924

The Evolution

of Our Signature

1924 to early 1950s Late 1950s to early 1970s

Late 1950s to 1966 Late 1950s to 1977

1978 to 1993 1999 to 2003

American Heart Association Branding Guide: Understanding the Brand 3

2003 to 2010 Current Logo

The brand promise is the commitment we make to consumers and what we aspire to live up to.

The American Heart Association communicates its brand promise through a unique brand story, visual representation of our promise and personal contact that touches both emotional and rational chords with those who experience the brand.

The visual representation of the brand must instantly engage consumers, and then paint a visual path to a brighter future that is delivered through the organization’s brand promise.

Consumers envision the future as:

Optimistic: “It’s a better future and everyone is happier.”

Healthier: “People are eating right and doing the right things for themselves.”

“Everyone has more energy.”

Empowering: “We are saving lives and people are living longer.”

“My children are better off.”

Brand Attributes

Four brand attributes are at the core of the American Heart Association brand promise:

True.

Positive.

Committed.

Heroic.

Our behaviors and our visual expression of the brand must align with each of the our brand personality traits – bringing the brand to life in the eyes of the consumer.

Brand Promise

Our promiseThe American Heart Association has an extraordinary impact on your life by empowering you and your loved ones to save lives, live healthier, and enjoy more peace of mind about cardiovascular health.


Consumers use what we say to form an opinion about the American Heart Association. Whether it’s a phone conversation, a visit to our Web site or a quick read of our marketing materials, consumers should clearly understand the AHA personality.

Brand Personality

Research tells us that consumers perceive us as:

True (reliable, honest and precise)

Positive (effective and constructive, optimistic, confident, encouraging and enthusiastic)

Committed (determined, devoted and involved)

Heroic (surpassing the ordinary, demonstrating courage, strong, bold and proactive)

We don’t need to write or speak these words directly. In consumers’ minds, these positive associations are part of our identity. To reinforce that, we should use them as filters for our communications. That means every day we should strive to communicate messages that uphold these perceptions, but without explicitly announcing that “This is how we want you to see us.” After all, showing someone you have integrity is much more effective than telling someone that you do.

Look at your actions through the eyes of the consumer. Our communications should quickly establish a meaningful connection. We need to make it easy for our audiences to understand us by avoiding jargon and confusing terms. In line with our brand personality this means using simple, powerful language that’s clear and relevant to consumers. Using short sentences and tight paragraphs that get to the point quickly will help.

Brand Message

In terms of messaging, our communications should:

Show the benefits. Don’t focus on “this feature of the program is great because …” but rather on “this program will benefit you because …”

Encourage action. Speak directly to your audience, compelling them to take action. This applies whether you’re promoting a program, appealing to an audience to take a CPR class or encouraging someone to make a donation.

Convey emotion. Explain how we help save millions of lives by sharing profound, unique experiences. Think about our mission, which should drive everything we do:

Building healthier lives, free of cardiovascular diseases and stroke.

Remember our promise: The American Heart Association has an extraordinary impact on your life by empowering you and your loved ones to save lives, live healthier and enjoy more peace of mind about cardiovascular health.

Brand Voice


Heart disease, stroke and other cardiovascular diseases are America’s No. 1 killer. They claim more lives than the next four causes of death combined.

Our Unique Cause – Our Mission

Building healthier lives, fee of cardiovascular diseases and stroke.

Our Unique Value – Promise

The American Heart Association has an extraordinary impact on your life by empowering you and your loved ones to save lives, live healthier and enjoy more peace of mind about cardiovascular health.

Our Unique Story

Countless Americans owe their lives to scientific breakthroughs from American Heart Association-funded research and professional guidelines, training, advocacy and programs. Now they use the AHA to educate and empower themselves so they can give back, feel good about contributing, and save lives by helping others – and future generations – live healthier, longer lives.

Proof Points – Consumers

Proof Points can help to motivate the reader to take action or learn about the AHA’s extraordinary achievements.

The association discovers new knowledge, adapts it for medical and other audiences, and disseminates it to the public – to fight cardiovascular diseases and save lives.

• We support the discovery of new knowledge.

• We fund young investigators to ensure there is a strong pipeline of outstanding researchers in the future.

• We advocate strongly for increased government funding for cardiovascular research.

• We commit over 23 percent of our total expenses to funding highly meritorious research and have a strong track record of success.o We supported studies that

helped lead to clot-busting drugs that stop heart attacks and strokes, saving thousands of lives and reducing disability.

o We played a crucial role in developing CPR, which has saved thousands of lives.

o We funded the first study linking the role of cholesterol and diet to heart disease.

o We’ve funded research that’s contributed to such advances as pacemakers, bypass surgery, congenital heart defect repair, microsurgery and drugs to lower high blood pressure and cholesterol.

o Seven researchers have won Nobel Prizes for work we’ve helped fund.

• We quickly adapt new knowledge and offer expert guidance.

• We develop scientific guidelines and statements so physicians will know how to provide the best care.

• We organize specialty conferences on key subjects to bring the latest research to key thought leaders.

• We publish 12 scientific journals, which are distributed worldwide.

• We create guidelines that set the global standard for emergency care.

• We’re helping about 30 percent of all U.S. hospitals follow guidelines

to develop proven protocols and educate tens of thousands of heart and stroke patients about how to prevent another event. (Get With The Guidelines)

• We develop public policy recommendations and advocate to legislators to make our communities safer. We: o Helped convince elected officials

to establish FDA oversight of tobacco.

o Lead efforts to protect consumers from secondhand smoke and to increase cigarette taxes to reduce tobacco use by young people.

o Are forcefully pushing for more PE in schools and more parks to promote physical activity.

• We disseminate cardiovascular information to the public to speed adoption of healthy behaviors and reduce health disparities.

• We’ve reached over 1 million women in five years and raised awareness of heart disease as their No. 1 killer from 13 percent to 56 percent. (Go Red For Women)

• We’ve reached 20,000 companies and offered opportunities to millions of employees to become more physically active. (Start!)

• We’ve helped millions of grocery shoppers make better decisions to protect their heart health. (Food Certification program)

• We’ve trained tens of millions of Americans to use CPR and AEDs to save lives in an emergency.

AHA activities, plus those of other groups, reduced deaths from coronary heart disease and stroke by more than 25 percent from 1999 to 2008.

Brand Voice – Proof Points


©2008, American Heart Association 3.1

SignatureSystem

The stand

ard red on

all AHA/A

SA products is

Pantone© 485 or a four-c

olor combination of 100% Magenta and 100%Yellow.


American Heart Association

This is the American Heart Association’s masterbrand. Under the new branding strategy it is larger, used more consistently and placed to the left of cause and program brands. There is also flexibility with the use of the “Learn and Live” tagline.

The AHA signature should be used on all external materials except for materials with stroke-only content. Here are examples of products that should contain the AHA signature:

Advertisements (See Quick Reference on page 10.)

Planned Giving

Memorials

Corporate Relationship Materials

Heart-Specific Content

• Any 100% heart-related product

• Fundraising:

– Heart Walk

– Jump Rope For Heart

– Hoops For Heart

• Cause Marketing:

– Go Red For Women

– Alliance for a Healthier Generation/Childhood Obesity

– Start!/American inactivity

American Heart Association/ American Stroke Association

The AHA/ASA dual signature should be used on materials with stroke-only content, corporate documents and also:

• National Center patient education materials

• National Center professional education materials

Based on the research, the use of the dual signature is appropriate and beneficial for these key audiences.

Overall, with this new logo system, our goal is to maintain the equity of the AHA/ASA brand for the benefit of both organizations yet still have increased visibility of the dual signature.

Guidelines for use of the AHA/ASA signature are the same as for the American Heart Association signature.

Here are examples of products that should contain the AHA/ASA signature:

Advocacy Materials

Business Cards for Both AHA and ASA

Stationery for Both AHA and ASA

• Letterhead

• Envelopes

• Forms

Business Literature

• Annual Report

• Heart Disease & Stroke Statistical Update

Building Signage

• As budgets permit

National Center Patient and Public Education Materials with Both Stroke and Heart Disease Content

Stroke-specific Content

• Any 100% Stroke-Related Product

• Cause Marketing: Power To End Stroke

• Public Education: Being a Stroke Family Caregiver

Learn and Live Tagline

There have been many cases when the “Learn and Live” tagline either caused additional clutter and confusion or did not make sense in the context the logo was being used. Below are examples of cases where we will remove the tagline:

• AHA signature with sponsors (e.g. Nintendo)

• AHA signature with program names

• AHA/ASA dual signature

Signatures

American Heart Association/American Stroke Association Branding Guide: Signature System 7

American Heart Association logo with red tagline.

American Heart Association logo with black tagline.

American Heart Association logo with no tagline.

The joint signature does not include a tagline.

Brand Architecture Identity System

Corporate SignatureStationery, Buildings, Presentations,

Corporate Functions, Stroke-Only Materials, All Internal Documents.

MasterbrandAll external communications with the exception

of “Stroke ONLY.”

Cause programs grandfathered in AHA logo first to focus on parent brand.

Food Certification will remain its own identity.

Future programs text only. No new icons or logo treatments.

Stroke branding

Program Name

All logos have a stacked vertical version when needed for space requirements.

Program Name

American Heart Association/American Stroke Association Branding Guide Mini: Signature System 7

Program Name

Quick Reference for Signature UseThe joint signature will haveincreased exposure in a variety of materials including:

Product and Category Signature

Business Card—AHA or ASA JointStationery — AHA or ASA (envelopes/letterhead/forms) JointAnnual Report JointHeart Disease & Stroke Statistical Update JointGeneric Meeting Folder JointBuilding Signage Joint

ECC Materials AHA

Fund-raising Material— H, H&S AHAFund-raising Material*—S JointCorporate Relationship Material AHAMemorial Material AHA, JointPlanned Giving Material AHA

Patient Education Product Line Joint

Public Education Material— H, H&S JointPublic Education Material—S Joint

Professional Education Material JointPowerPoint Shows/Videos— H, H&S JointPowerPoint Shows/Videos—S Joint

Trade Show Material—H, H&S JointTrade Show Material—S Joint

Advertisements—H, H&S AHA, JointAdvertisements—S Joint

Scienti�c Material—H AHA, JointScienti�c Material—S Joint

Web Sites—H, H&S AHA, JointWeb Sites—S Joint

Advocacy Material Joint

*Materials include posters, pamphlets, flyers, banners, forms, specialty items, stationery, etc.

S=Stroke, H=Heart, H&S=Both heart and stroke


®

½″½″

Size Requirements/Minimum Size

½″

½″

American Heart Association

The AHA signature should be produced no smaller than ½″ in vertical height measured from the tip of the flame to the baseline of “Learn and Live” or “Association,” if not using the tag line.

Avatar

For items with a live area necessitating use of the AHA signature at a size smaller than the vertical height limitation of ½″, use of the AHA avatar with the words American Heart Association may be approved. These items include but are not limited to pens, key chains, small ads, etc. This version should be used sparingly and should include the registration mark unless the size or media make the registration mark unreadable. The avatar should not be used at a size smaller than ¼″.

American Heart Association/ American Stroke Association

The AHA/ASA signature should be produced no smaller than ½″ in vertical height measured from the tip of the flame to the baseline of “Association.”

Avatar

For items with a live area necessitating use of the AHA signature at a size smaller than the vertical height limitation of ½″, use of the AHA avatar with the words American Heart Association/American Stroke Association may be approved. These items include but are not limited to pens, key chains, small ads, etc. This version should be used sparingly and should include the registration mark unless the size or media make the registration mark unreadable. The avatar should not be used at a size smaller than ¼″.

Who can I contact for approval of the avatar?


½″

American Heart Association¼″

®

American Heart AssociationAmerican Stroke Association

¼″

Listed are the five color variations in which our signature can be produced. The approved versions can be downloaded at heart.org/branding.

• Pantone® 485 (symbol) and Black (logotype and slogan) The primary colors for our signature are Pantone® 485 (red) and black. This is the preferred color combination and should be used on the majority of our materials.

• Pantone® 485 (symbol, logotype and slogan) The entire signature may be printed Pantone® 485.

• Pantone® 485 (symbol) and White (logotype and slogan)

• Black (symbol, logotype and slogan) Due to budget or technical limitations, it will sometimes be necessary to produce certain products using only black ink. Examples include forms, educational copy masters and some advertising. For these, the entire signature may be printed in black. Our symbol should be printed in red as often as possible.

• White (symbol, logotype and slogan) Use this option sparingly. Our symbol should be printed in red as often as possible.

Signature Color Combinations


The area of non-interference is defined by the height of the capital letter “A” in the word “American.”

Area of Non-Interference

AcceptableUnacceptable

AcceptableUnacceptable


Do not add component localization information to the AHA or AHA/ASA signature on the front cover of materials for the public. This applies to all types of materials. We want the public to think of the AHA/ASA as one organization, not a collection of individual entities.

The sole exception to this rule is when having a local designation may suggest specific benefits to the target audience and thus significantly improve the effectiveness of the item. For example, it’s possible that a local designation on

a local fundraising promotional brochure for a Gala might be critically important to the target audience and significantly increase participation, contributions or both. (A local designation on Jump Rope For Heart materials, in contrast, likely would not affect results and so should not be used.) In those few exceptional cases where a local designation is necessary, it may be added to the bottom of the front cover in the descriptor. (See Publications, page 56). AHA or AHA/ASA staff can decide whether to emphasize the affiliate or division.

Using affiliate names in cases where the names don’t clearly designate a particular geographic area may be confusing and is not recommended. For example, listing the Founders, Pacific Mountain and Great Rivers Affiliates may not be effective because these names don’t immediately suggest a particular state, group of states or geographic boundary. Listing the geographic area might be more useful. For example: Localize with “Founders Affiliate – Maine.”

Localization

For Internal Materials & StationeryRefer to Publications, page 59 for point size and leading.

Back Cover LocalizationRefer to Publications, page 59 for point size and leading.

South Central Affiliate

Serving Arkansas, New Mexico,

Oklahoma and Texas

1700 Rutherford Lane

Austin, Texas 78754

00-0000 0/00

″

Pacific Mountain Affiliate

Serving Alaska, Arizona, Colorado, Hawaii, Idaho,

Montana, Oregon, Washington and Wyoming

710 2nd Avenue, Suite 900

Seattle, WA 98104

00-0000 0/00

″


The standard red on all AHA/ASA products is Pantone® 485 or a four-color process combination of 100% Magenta and 100% Yellow. Our heart-and-torch should always be printed in our standard red.

The color options shown on this page are for use with the wave graphic only. Sometimes our standard red color will fight with a color scheme chosen for a product line. We have chosen alternates for these instances. These should be used sparingly as our standard red is preferred.

Note: Color samples shown are printed in four-color process and approximate the Pantone® colors.

Options

Wa

rm

Re

ds

Pantone 180

Pantone 1797

WarmRed

Co

ol R

ed

s

Pantone 201

Pantone 1787

Pantone 192

Pantone 485

Colors

Four-color Formulas

100% Magenta

99% Yellow

4% Black

79% Magenta

100% Yellow

11% Black

75% Magenta

90% Yellow

Four-color Formulas

100% Magenta

63% Yellow

29% Black

100% Magenta

68% Yellow

76% Magenta

60% Yellow

Four-color Formula

100% Magenta

100% Yellow


my.americanheart.org/qcorsessions

May 9–11, 2012 I Omni Hotel at the CNN Center I Atlanta, Georgia

Final Program

Quality of Care and Outcomes Research in Cardiovascular Disease and Stroke

2012 Scientific Sessions

For information on upcoming American Heart Association Scientific Conferences, visit my.americanheart.org/sessions

National Center

7272 Greenville Avenue

Dallas, Texas 75231-4596

©2012, American Heart Association. 3/12KB0374

Cardiovascular disease afflicts people of all races, ethnicities, genders, religions, ages, sexual orientations,

national origins and disabilities. The American Heart Association is committed to ensuring that our workforce

and volunteers reflect the world’s diverse population. We know that such diversity will enrich us with the

talent, energy, perspective and inspiration we need to achieve our mission: building healthier lives,

free of cardiovascular diseases and stroke.

Sponsored by the American Heart Association’s Council on Quality of Care and Outcomes Research

Brochure Covers

The wave should preferably be printed in Pantone® 485 or in a four-color process combination of 100% Magenta and 100% Yellow. Advertising materials are an exception to this rule.

Why do we use these graphics?

The use of curved elements or waves as shown below and in other examples throughout this document will provide our products with a cohesive look. Their

use is mandatory on some products (see page 22) and usage is encouraged on all products. Other examples of these are on the next page.

The Heart ‘Wave’

Register Now! scientificsessions.org

The Los Angeles spotlight is shining brightly on the latest scientific research, thanks to the American Heart Association’s award-winning Scientific Sessions meeting. Join your colleagues in Southern California for the best scientific presentations, late-breaking clinical trials, continuing education credits, professional networking opportunities and more.

Exhibits Nov. 4–6 Scientific Sessions Nov. 3–7 Resuscitation Science Nov. 3–4 Symposium

VIP/FAHA June 6 Member/Media June 13 Nonmember June 20

Housing and Registration Opens:

Scientific Sessions and ReSSLeading Discovery. Global Impact.

Exhibits: November 4–6Sessions: November 3–7

Resuscitation Science Symposium: November 3–4

Los Angeles, Calif.

scientificsessions.org

Exhibits: November 4–6Sessions: November 3–7

Resuscitation Science Symposium: November 3–4

Los Angeles, Calif.

scientificsessions.org

© 2012, American Heart Association. 4/12DS5809 12-140

DS-5809 SS12 Registration Ad.indd 1 5/1/12 10:33 AMAd

National Center

7272 Greenville Avenue

Dallas, Texas 75231-4596

www.heart.org/cpr

©2013 American Heart Association 90-1512 4/13

A full-service solution for training thousands of employees nationwide.


Folder

BUILT TO SCALE: 1” = 1’

Total trailer dimensions: 51’ 6.5” x 102” (8’ 6”)Live art dimensions: 33’ x 66” (5’ 6”)

TM

www.myheartmylife.org

*American Heart Association survey 2010

Specialty Products

my.americanheart.org/bcvssessions

Sponsored by the American Heart Association’s Council on Basic Cardiovascular Sciences, Council on Clinical Cardiology and Council on Functional Genomics and Translational Biology

Basic Cardiovascular SciencesScientific Sessions 2013: Pathways to Cardiovascular Therapeutics

Call for Abstracts Preliminary Program July 22–25, 2013 | Paris Las Vegas | Las Vegas, NV

More About Ribbons, Wave and Curved Elements

Here are some examples of curved elements that can enhance your products' appearance and strengthen the impact of our wave.

Others may be created but use the sparingly to avoid cluttering your design.

These examples are on the branding Web site under Templates.

The color of the waves may be changed to coordinate with a predetermined

thematic color scheme for causes, events or programs.

Also, use curves in graphics such as blocks of color for call outs or place photos in a circle instead of a rectangle. See examples on previous and following pages.


Consistency is important in creating a clear, well-defined and recognizable brand identity. The following examples show acceptable and unacceptable signature uses. They demonstrate how to improve our communications through stronger product branding by avoiding interference with the signature and inconsistencies in application.

We cannot list all unacceptable uses on these pages. If you identify a use that you aren’t sure is acceptable, please e-mail [email protected].

Acceptable Uses

A. Slogan printed in the same color as the symbol and logotype.

B. Printing the signature over background images such as illustrations and photographs. Be sure to place the signature in an area of the image where the signature will remain clearly defined. Carefully place the image so it doesn’t interfere with the upper right-hand positioning of the signature.

C. Printing the signature on various colored backgrounds.

D. The heart and torch symbol may be printed as a graphic element on some materials based on parent brand relationship. The complete signature, including the slogan, must also appear on the product when

using the heart and torch symbol in this manner. Do not use the symbol in place of the words “love” or “heart.”

E. The heart and torch symbol may also be used as an avatar or micrographic. The minimum size for using the heart-and-torch symbol as an avatar is ⅛″ square, with a maximum size of ¼″ square.

For correct usage please e-mail [email protected].

Signature Uses

A.

(Slogan printed in the same color as the symbol and logotype.)

B.

(Printing the signature over background images such as illustrations or photographs.)

(Printing the signature on various colored backgrounds.)

C.

D.

(The heart and torch symbol may be printed as a graphic element on some materials with the proper distance from the master brand. For correct usage, please e-mail [email protected].)

E.

(The heart and torch symbol may be used as an avatar or micrographic.)


Unacceptable Uses

½"

AmericanHeartAssociation

½"

AmericanHeart

®Association

AmericanStrokeAssociation®

A.

B.

C.

D.

E.

F.

G.

G.

H.

A. Condensing, extending, skewing, distorting, manipulating, modifying or redrawing the signature in any way.

B. Separating the heart-and-torch symbol from the logotype/slogan, except for special circumstances.

C. Printing the signature in a screen or texture.

D. Using the heart and torch symbol as a design device except on the covers of internal manuals, or when used as an avatar or micrographic.

Do not use it to represent the words “love” or “heart” or as part of a logo, masthead or other graphic design.

E. Printing type or other elements inside the area of non-interference. (See area of non-interference, page 10.)

F. Altering the proportional relationship or the vertical and horizon tal alignment of the elements in the signature.

G. Retypesetting the logotype, slogan or both.

I. Printing the AHA with a vertical height smaller than ½″ (measured from the tip of the flame to the baseline of the slogan or the word "American" if not using the slogan) or the AHA/ASA signature vertical height smaller than

⁵⁄⁵″ (measured from the tip of the flame to the baseline of Association).

J. Printing the signature in a color other than red and black, red and white, solid black, solid red or solid white. (See signature color combinations, page 9.)



I.


Typography unifies our corporate identity system by adding consistency and continuity. Use the Times and Helvetica type families. These are our corporate typefaces. Times is a classic serif typeface that provides contrast to the contemporary simplicity of the sans serif Helvetica.

The logotype, which contains the words “American Heart Association” or “American Stroke Association,” is set in a modified version of Helvetica Bold. The slogan – the words “Learn and Live” – is set in Times Roman Italic.

The Times and Helvetica type families were chosen for their readability,

compatibility with each other, and their clean, corporate look consistent with the AHA or AHA/ASA signature. The range of roman and italic, sans-serif and serif styles in differing weights provides a multitude of creative options and gives our communications materials a neat, consistent, professional appearance.

It’s important to apply our corporate typefaces to our products in the letterforms’ original format. That is,don’t extend, condense or skew the letterform in any way. (See example under General Typography Guidelines, page 22.) By using Times and Helvetica letterforms in their original form, we will add another

branding element to support the family feel of our products and make our information easier to understand and friendlier to our customers.

Some materials may use other fonts that are a better fit for the product’s purpose and audience. See page 21 for typography exceptions.

Following is a sampling of acceptable typefaces used on AHA and AHA/ASA materials.



Typography

Times Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Times Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Helvetica ABCDEFGHIJKLMNOPQRSTUVWXYZNeue Regular abcdefghijklmnopqrstuvwxyz

Helvetica ABCDEFGHIJKLMNOPQRSTUVWXYZNeue Bold abcdefghijklmnopqrstuvwxyz

Helvetica ABCDEFGHIJKLMNOPQRSTUVWXYZNeue Black abcdefghijklmnopqrstuvwxyz


Strong.12I’m Strong.

You are the Power • You are the Power • You are the Power • You are the Power • You are the Power • You are the Power • You are the Power • You are the Power • You are the Power • You are the Power • You are the Power • You are the Power • You a

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You can often decrease your heart disease risk factors by losing as little as 10 to 20 pounds. But don’t buy into fad diets or promises to rapidly lose weight. Work with a healthcare professional to set up a sensible eating and physical activity plan that will help you reach and maintain a healthy weight. You didn’t gain the extra weight overnight, so don’t expect to lose it that quickly either.

Obesity isn’t an appearance issue; it’s a health issue. Whether you like how you look or not, you owe it to yourself to develop a healthy lifestyle.

Physical Inactivity It’s time to get moving! Your health depends on it. About 45 percent of black men and more than 55 percent of black women aren’t physically active.

Being active has huge benefits. Combined with healthy eating, at least 30 minutes of physical activity on most days of the week can:

Keep weight under control. Prevent bone loss.

Improve blood cholesterol levels. Boost energy levels.

Prevent and manage Manage stress. high blood pressure.

Pick an activity that you like and stick to it. You don’t have to join a gym or become a world-class athlete. Just start doing the things you used to enjoy — like dancing, swimming, walking, riding a bike or playing with your kids. Then track your progress on the physical activity log below. Set a goal to increase your physical activity every week until you reach 30 minutes or more on most days of the week. Reward yourself at each step toward your goal.

Improve self-image.

Inside Spread of Brochure

Exceptions to Selected Typography

Per the Branding Matrix on page 25, some materials may use fonts other than our corporate fonts, Times and Helvitca, that are a better fit for the product’s purpose and audience. Be judicious in the choices. Examples of some of these materials are shown below.

“Faddish” or dated typefaces will not project the authoritative image we are striving for.

In some instances, such as advertising, headlines or titles can be treated as graphic elements rather than words. The message is conveyed through a photograph or other graphic treatment rather than a traditional headline set in type and the rule about using Times or Helvetica type may be ignored.

The key to these exceptions is that, for a title to be more dramatic or appropriate for the audience, it must be an integral part of the image, not just a typeface different from our corporate type families.

Products such as invitations normally use a script typeface. Script may be used in these cases. (See Advertising and Promotional Items, page 69.)

Box Cover

The Recipe for a Heal th ier L i festy le

TM

Invitation

An exclusive event by the American Heart AssociationOur mission is to build healthier lives, free of cardiovascular diseases and stroke.

Monday, November 14Orange County Convention Center


Poster

Studies show that a 10 percent increase in the price of cigarettes will cut youth smoking by about 7 percent. Heart disease and stroke are the nation’s No. 1 and No. 3 killers and one out of every three deaths caused by smoking is related to cardiovascular disease. Yet [state’s] cigarette excise tax is one of the lowest in the country.

Please contact [lawmaker/s] and urge [him/her/them] to support a [$] increase in [state’s] cigarette excise tax.

Increasing cigarette taxes will save lives and protect our youth.

©2011, American Heart Association 4/11DS4655

DS-4655 Cig_Excise_Ad.indd 1 4/12/11 4:25 PM

Brochure Cover

heart.org/simplecooking

Host Guide

Funded nationally by

Jaylen, 7 years old, survivor

WE JUMP. WE SHOOT. WE SAVE.WE JUMP. WE SHOOT. WE SAVE.

Postcard

General Typography Guidelines

On most products the title should be printed in Times Roman and/or Helvetica Neue and in black or white. Subtitle colors may be coordinated with a color in the background image as long as this allows for clear readability.

Titles should not be printed in red. A red title and red wave will compete visually, and the impact of both will be diminished. One exception: Red titles may be used only on two-color covers where there is no image in the background. Examples include scientific statements and internal corporate communications.

• Setting headline or title type flush left, ragged-right is preferred. You may consider placing the visual flush right or centered.

• Avoid using all capital letters, even in titles and headlines. Uppercase and lowercase is easier to read.

• Use letterforms as originally designed, i.e., don’t condense, extend, skew or otherwise manipulate. The following shows a headline that has been manipulated.

h o n o r Your Body, honor your H e a r t

• Use shadows (when needed, hard/soft, black, white or a color to coordinate with the overall color scheme) to separate titles from the large single-image background and increase their readability.

• Limit the number of variations of the chosen type families within a publication to avoid confusion. Three to four should be adequate.

• In most cases restrict color use in headlines/titles to black or white. Don’t use red, as it will detract from the red wave.

• Loose kerning (character spacing) and leading (line spacing) is preferred in titles, if appropriate for the audience.

• Avoid using type sizes close in size (e.g., 10 and 11 point) for text and headlines. The difference is too small to see and won’t provide enough differentiation.

• Be creative with titles by capitalizing various words in the title for emphasis, varying the point size, the letter spacing (kerning) and line spacing (leading). For example:

honor Your Body, honor your

H e a r t• Products indicated in the

branding matrix that require only the signature may use typefaces other than Times Roman and Helvetica Neue.

• For scientific and professional audiences, use a more formal title treatment. Use standard

capitalization rules and consistent, tighter kerning and leading. For example:

Scientific Statement

Guidelines for the Treatment of Hyperlipidemia

Body Copy

• Most body copy should be set flush left, ragged right. Some products (posters, promotional brochures, etc.) with short text

copy may use either ragged left, ragged right, justified or centered text; however, review typeset copy to make sure it’s easily readable.

• Type size should increase with line length. A general rule is to set type in a pica line length no longer than 2½ times the point size. For example, the maximum line length for 11-point type is 27½ picas (11 pt.x 2.5 = 27½ picas ).

• Use rules for emphasis or separation but limit the line weights to two easily differentiated weights.

Tight Loose Kerning Kerning Leading Leading

Scientific Statement

AHA President’s AddressRisk Reduction Therapy: The Challenge to Change

Presen ted a t the 80 th Sc ien t ific Sess ions

o f the Amer ican Hear t Assoc ia t i on

November 3 , 2007 , Or l ando F lo r ida


Size

The three standard sizes for publications (not including special promotional pieces) are 8½″ × 11″, 5½″ × 8½″ and 4″ × 8½″.

Layout

The layout of the page plays a major part in unifying a publication. Consistent placement of the basics will create layouts reinforcing our master brand and the “one heart” look.

Horizontal Red ‘Wave’/Curves

The red wave provides a more dynamic and energetic element to our products while unifying them. Consistent application of the wave to the top of our covers will help establish the family “feel” of our products. The use of curved elements will enhance the wave’s impact. (See pages 16-18.)

Typography

The choice and use of typestyles is another major factor in a successful layout. The primary type families used for corporate pieces are Times and Helvetica. These two type families were chosen for their readability and compatibility, and for their clean, corporate look consistent with the AHA signature. The range of roman and italic, sans-serif and serif styles in differing weights provides a multitude of creative options and gives our communications materials a neat, consistent, professional appearance. (See page 21)

Per the branding matrix, other audience- appropriate type families may be used for certain items (invitations) and cause/program lines (Go Red For Women). Be judicious in type choice, however.

Color

We recommend that red be used in the design of all publications. If possible, it should be the main color in the selected color scheme for a product. Some colors “fight” or “vibrate” when printed next to red; keep this in mind when choosing color schemes. The only place we don’t want to use red is in the title of a piece. Red subtitles are acceptable, since the minimal use of red does not “compete” with the red wave. The wave should primarily be printed in Pantone® 485 (if using spot color) or 100% Magenta and 100% Yellow (if printing in four-color). However, we have suggested other shades of red for the wave if Pantone® 485 overpowers the color scheme of the design.

Imagery

Photography, illustration and graphics are the imagery of the publication. Covers should have large, single images that bleed off the edge if expenses allow. 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. 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 public’s image of the American Heart Association. Choose these elements carefully.

Signatures

The signature is to be placed in a specific size and location on our public and professional education products. On promotional products this can vary, but the preferred placement of our signature is in the upper right corner. The signature must always appear with the “Learn and Live” slogan unless the signature goes below the minimum permitted height.



logotype

slogan

heart-and-torch symbol

no slogan

heart-and-torch

symbol

logotype

logotype

slogan


no slogan

heart-and-torch

symbol

logotype


Product TypeAll elements

(Signature and placement, type, wave, single image)

Signature and placement,

single image Signature

Small signature versions or avatar

Corporate (Annual Report, job fair brochures, etc.)

X

Cause Products (GRFW, PTES, Start!, Healthier Generation)

X (guides, materials intended for internal staff or coordinators)

X (materials intended for general public)

X (marketing materials intended for general public use the selected cause typeface outlined in each

cause branding guideline)

Programs* (JRFH, HFH, Heart Walk Mission: Lifeline, etc.)


X (materials intended for general public)

Public Education X

Professional Education

X

Scientific Conferences

X (materials intended for conference

attendees)

X (conference marketing materials)

Advertisements X X

Electronic Media X (PowerPoint)

X (Web)

X (Television)

Specialty Items (with limited print area) X X

Fund-Raising Materials


X (marketing materials intended for

general public)

This chart shows when branding elements should be applied. It will evolve over time. E-mail [email protected] with questions..

Branding Chart

*Gala products require the use of the signature only.


In the past, program icons have been used in a variety of ways (without, to the left of and much larger than the AHA and AHA/ASA signatures). To achieve maximum leverage for AHA and AHA/ASA and to provide consistency, program icons and the AHA and AHA/ASA signatures should be shown at visually the same size and with AHA or AHA/ASA to the left of or above the program icon.

The proportional relationship between our signatures and program, product or service icons will be determined by the National Center.

Programs, Products or Service Icons

Programs, products or service icons and the AHA or AHA/ASA signature will be in a 50%–50% proportional

relationship. The programs, products or service icon will always appear to the right of or below the AHA or AHA/ASA signature as shown.

The horizontal version will be separated by a 0.5 vertical rule. Rule height is determined by what is pleasing between the program logo and AHA or AHA/ASA signature.

National Sponsors

National cause sponsors will be placed below the program/AHA or AHA/ASA lockup (or at the bottom of the page). The proportional relationship will be 75% of the total area of AHA or AHA/ASA signature (see page 24).

Local Sponsors

Local sponsors will be placed below the national sponsors (or at the

bottom of the page). The proportional relationship will be 50% of the total area of the AHA or AHA/ASA signature (see page 24). Some sponsor logos are not prominent at this size. You will need to make them visually equal to more dominant signatures.

Note: As indicated by International Stroke Conference, Jump Rope For Heart and Mission: Lifeline logos below, we may sometimes need to visually adjust the program logo so it appears equal to the AHA or AHA/ASA signature.



Program, Product or Service Icons with AHA or AHA/ASA Lockups

XX

X

XX

X

XX

X

Blue-shaded areas indicate that our signature and the program icon fit within the same area, 50%–50%.

X

XX


Program Name

Program Name

Sponsor Proportional Relationships

To build strong visual recognition of the Heart & Torch and position the icon as a recognizable symbol to the public, it is recommended that moving its positioning to the first impression (top or left-hand side) will help establish and build this awareness.

Cause Icons

The proportional relationship between cause/program icons and the AHA or AHA/ASA dual signature will be pre-determined by the National Center.

The cause icon will always appear to the right of or below the AHA or AHA/ASA dual signature. The horizontal version will be separated by a 0.5 vertical rule. Rule height is determined by what is aesthetically pleasing between the cause icon and AHA or AHA/ASA dual signature. In some cases, a 50%–50% cause-signature relationship will be more feasible.

The following trademark information MUST be placed beneath the American Heart Association copyright language on all products using the Go Red For Women logo: TM Go Red trademark of AHA, Red Dress trademark of DHHS. It should appear as follows:©2007, American Heart Association. Also known as the Heart Fund.TM Go Red trademark of AHA, Red Dress trademark of DHHS.

National Sponsors/Local Sponsors

National and local sponsors should be sized as outlined under the program icon guidelines shown below.

Start with the guidelines listed on the previous page to determine the local sponsor proportional relationships to the national sponsors.

Keep in mind, however, that this is not an exact science. Signatures vary in shape, thickness, complexity, etc., and cannot be made to fit a specific percentage of an area.

The examples below show size relationship and do not represent placement relationship. The AHA signature/Cause Icon is generally placed in the right-hand corner of the page. The sponsors may be located at the bottom or on the back of products.



Cause Icons with AHA or AHA/ASA Lockups

Blue-shaded areas indicate the relationship within the overall area indicated by the dotted line.

Blue-shaded areas indicate 75% for National of the overall area of the AHA signature indicated by the dotted line.

Blue-shaded areas indicate 50% for Local of the overall area of the AHA signature indicated by the dotted line (see above).


X X

When working with other organizations or co-sponsors to create materials, it’s important to maintain our graphic integrity as much as possible while working with the guidelines or require-ments of the other organizations.

If it’s an AHA or AHA/ASA product (such as those with corporate underwriting),

this is easier to do than when working through another company or adapting an existing product. The minimum guidelines that must be adhered to are those covering signature use and color.



Color Try to use our preferred combination of red and black when printing the signatures. If the color standards for the co-sponsors do not allow the use of red and black, try printing signatures in all red or all black. As a last resort, print them reversed out of a color to white.

Size When creating materials with a government or nonprofit health agency that is an equal partner, our and their signatures should be comparable in size (in other words, have the same visual mass). Signatures having different-sized type may still be comparable. The entire mass of the signature, including type and symbol, should be taken into consideration when creating a visual balance between organizations’ and our signatures. In no case should a co-sponsor’s signature appear larger than the AHA or AHA/ASA’s.

PlacementIt’s preferred that the AHA or AHA/ASA’s signature be placed in the upper-right corner and the co-sponsor’s signature be placed to the left of our signature. A ½ pt. vertical rule should separate the two as shown, extending from the tip of the flame to the descenders in the slogan. The distance from the vertical rule is one “A” height from either signature. In these cases it’s recommended that our signatures be as large and prominent as possible while maintaining the aesthetics of a well-designed publication.

Materials Produced With Other Organizations

Pediatric Advanced Life Support

P R O F E S S I O N A L — P R O V I D E R M A N U A L

Pediatric Advanced Life Support

P R O F E S S I O N A L — P R O V I D E R M A N U A L

This example was created using the above guidelines on how to apply co-sponsors’ signatures to materials.



Our signa

ture consist

s of the logoty

pe, the heart-and-tor

ch symbol and the slogan “Learn and Live.”


Graphic/Legal Requirements

The signature is the foundation of a consistent graphics identification program. Our signature consists of “American Heart Association” or “American Heart Association/American Stroke Association” logotypes, the heart-and-torch symbol, and the slogan “Learn and Live.” The classic simplicity of our logotypes and the dynamic symbol combined with the slogan expresses our commitment to improving health. It also helps to visually reinforce our position as the world’s leading cardiovascular authority.

• There is only one acceptable configuration for the AHA and the AHA/ASA signature. The heart and torch symbol should never appear separate from the logotype and slogan on any public materials, except for usage as an avatar or. on internal publications. The limited instances where the slogan may be deleted are outlined in the Signature System section.

• Per the guidelines on page 7 of the Signature System section, the signature should be placed on the cover of all our items produced for external audiences. It should be used when new items are created or when

existing items are reprinted. Don’t destroy any existing stock; simply replace with updated materials as it’s depleted.

• When combining the signature with other elements, such as special event graphics, the signature should be a prominent part of the overall design, clearly visible to the viewer. To achieve this, always place the signature flush right at the top of the piece, above the other elements.

• The signature should not be retypeset, altered or modified in any way.

• In text copy, the words “American Heart Association” or “American Heart Association/American Stroke Association” should be set in the same size and typeface as the rest of the text. The signature should never appear in text copy. (See Signature Uses, page 16.)

• The AHA signature should be used with a vertical height no smaller than ½" (measured from the tip of the flame to the baseline of the slogan). This ensures readability.

• Also to ensure readability, the AHA/ASA signature should be used with a vertical height no smaller than 1/8″ (measured from the tip of the flame to the baseline of the slogan).

• Computerized versions of the signatures are available at americanheart.org/branding. Click on “Signatures” in the left navigation bar.

Servicemark

Graphic Requirements

Signature Components

©SM

®

American Heart Association/American Stroke Association Branding Guide: Graphic/Legal Requirements 26

Registered servicemark

Copyright mark

logotype

slogan


no slogan

heart-and-torch

symbol

logotype

logotype

slogan


no slogan

heart-and-torch

symbol

logotype

Both the heart-and-torch symbol and the combined logotype and slogan with symbol are registered with the United States Patent and Trademark Office as servicemarks of the American Heart Association, Inc.

Registered servicemarks

The character “®” denotes that the signature (logotype/slogan and symbol) is a registered servicemark and the signature and symbol may be used only by AHA, Inc. and its authorized agents, affiliates and divisions. Federal statutes govern the registration and use of servicemarks and trademarks.

The signature symbolizes the identity of the American Heart Association and — when placed on publications, materials and other items — serves to distinctly identify their origin or ownership. While use of a servicemark establishes legal rights, registration of a servicemark provides its owner with extra legal protection against others who might use it without permission or employ symbols or slogans that too closely resemble the registered servicemark.

Federal regulations require that a servicemark be used in its correct registered format, without variation. AHA standards require that the symbol must appear with the logotype/slogan, except on some internal documents. Other exceptions include deleting the slogan on permanent signage, outdoor advertisements, some specialty items and Web pages. If legibility or comprehension are concerns, the slogan may be deleted.

It’s also correct to refer to the AHA as the “Heart Fund” when appropriate, e.g., “The American Heart Association, also known as the Heart Fund.” This is a registered name that belongs to the AHA.

The American Heart Association further protects its signature from infringement by following these guidelines wherever the name, logotype/slogan and heart-and-torch symbol appear:

1. We cannot abbreviate, change the spelling, insert hyphens, combine words, add words or otherwise change the signature in any way. Any change in the form of a servicemark or trademark name and symbol can jeopardize its protected legal status.

2. Always capitalize the first letter of each word of the name American Heart Association when it appears in text. If it appears in all lower case, it can be confused with ordinary words rather than signify the name of a national health organization. Also, never shorten the name “American Heart Association” to “Heart Association.”

3. American Heart Association should be spelled out when writing for the public or the media. Use the full name, never just AHA, Heart, Heart Association or American Heart. In ensuing references, to avoid repetition, use association or organization.

4. For internal or professional audiences, such as health professionals, researchers or volunteers, AHA is an acceptable abbreviation.

Servicemarks for event icons

All graphics that can be considered a “logo” should have “SM” placed beside them. This should be used consistently throughout a product line. An example is the Jump Rope For Heart icon. If the AHA is to seek legal registration of an “event” or “program” logo, supply Design and Media Services or the Legal Department with a black and white .jpg version of the logo. It is important that you plan to allow 4–6 weeks for the process. (International requests may take longer.)

The AHA National Center as well as affiliates and divisions are jointly responsible for using the signature properly and protecting it from infringement. If a case of potential or actual infringement is called to your attention, contact the corporate counsel at the National Center, 214-706-1292. Also refer to the AHA Legal Department’s intranet site at heartsmarts.org/CEO/Legal for more information.

Legal Requirements

SM


Copyright

All materials owned by the AHA/ASA must display the copyright notice. There are several versions of the copyright notice used for different situations.

First time

This is for a new project and would simply be © (Year first printed), American Heart Association/American Stroke Association. Also, see Fund Raising information below. For example: ©2011, American Heart Association.

Revision

This would be for a significant revision (for example, 30 percent of book text and/or illustrations) and would be the first year the piece was copyrighted followed by the revision year. For example: ©2009, 2011, American Heart Association.

Spanish translation

This would be ©(Year Spanish version first printed), American Heart Association. For example: Translated from Take Charge! Our Woman’s Guide to Fighting Stroke, ©2011, American Heart Association.

Fund raising

For all fund-raising materials (Special Events, Major Gifts, Planned Giving, etc.) at the end of the copyright notice add the statement Also known as the Heart Fund. For example: ©2009, 2011 American Heart Association. Also known as the Heart Fund.

Co-copyright

Some materials are co-owned by AHA and another organization. In these instances follow the same comments shown at left for the different versions but simply add the name of the other organization after AHA. See page 2.20 in the Signature System section for more information on co-sponsorship. For example: ©2011, American Heart Association, The National Black Women’s Health Project.

U. S. Government Works

If you incorporate one or more U.S. Government works into a publication, include a statement that identifies portions of the work in which copyright is claimed or portions that constitute U.S. Government material. For example: ©2011, American Heart Association, exclusive of U.S. Government maps in Chapter 10.



All mater

ials must display the copyright notice.


©2008, American Heart Association 3.1

Imagery

created o

r selected f

or the Ameri

can Heart Associatio

n must meet three critical evaluation criteria.


PhotographyGuidelines

Imagery created or selected must follow these guidelines to align with the brand attributes:

• Depict real-looking, positive and enthusiastic people who are fit for their body size and shape.

• Be authentic and genuine – candid and not staged or posed.

• Capture positive, proactive, real-life scenarios.

• Be believable, authentic and genuine.

• Always include an element that is “owned" by American Heart Association/American Stroke Association:

– Clothing and/or prop in the AHA/ASA PMS 485

– AHA/ASA wristband, lanyard, water bottle, etc.

– Go Red For Women pins, workout bag, accessories

– Power to End Stroke messenger bag

• Include a range of demographics and ethnicity within the photography collection:

– Slightly more women than men

– Ages 25 to 65+, with slight skew to 45+

– Children of all ages – from babies to teens

– 30% Caucasian, 30% African American, 30% Hispanic; 10% Asian

– Focus on people and activity, not backgrounds.

• Provide imagery that can be implemented within layouts in a variety of ways – vertically or horizontally, with several cropping options.

Three Steps in the Selection Criteria

Imagery created or selected for the American Heart Association/ American Stroke Association must meet three critical evaluation criteria:

“Is the activity/interaction authentic and positive?”

“Is the relationship between people genuine and intimate?”

3 “Can the consumer quickly and easily relate?”

1QuestionQ

uest

ion

Que

stio

n

American Heart Association/American Stroke Association Branding Guide: Photography Guidelines 29

Photography Dos:

• Try to feature more than one person in each shot, unless the activity is truly “solo.”

• Authenticity and realism is key. Capturing the moment is critical.

• Settings should have natural light with selected highlights for contrast.

• People as the strong focal point in each shot.

• Realistic relationship situations where more than one person appears in the shot.

• Positive, genuine smiles – people are happy, determined, and feel a strong sense of self-worth and accomplishment.

• Food props, if used, must be heart-healthy choices.

• Any shots depicting sports activities must follow generally accepted safety guidelines; e.g. bike helmets for cyclists, protective padding for inline skating, eye protection for racket sports, etc.

Photography Don’ts:

• “Forcing” age or ethnic diversity within each shot.

• Depicting overly athletic and/or buff people.

• Forced smiles that appear staged or suggestive of a professional model.

• Ambiguity in relationships between people. Consumer should not wonder whether a man and a woman are a couple or a father/daughter.

• Portraying any sense of self-indulgence or exaggerated self-worth.

• Shots that do not portray or evoke activity.

• Tobacco, cigarettes, alcohol, unhealthy food choices.

Photography dos and don'ts

People As The Strong Focal Point

Realistic Relationship SituationPositive, Geniune Smiles

Natural Light With

Selective Highlights


Brand Aligned

AHA/ASAs photography will strive to capture a moment of authentic, natural interaction between people, or between a person and a heart-healthy activity.

The composition of each shot will be simple, straight-forward, and natural. The strong, central focus will be on people. Shoot from slightly above or slightly below eye level for greater interest.

Backgrounds should be limited, showing just enough of the setting so the scenario is quickly understood. Backgrounds should not overpower the central focus of the shot. Selective focus and/or blowing out

the background are both acceptable techniques, if other criteria are met.

Composition will depict personal connections – between people or a person within their setting. Models should be enthusiastically engaged with their activity and or each other.

When more than one person is shown, they should be close to each other, with other realistic hand or body contact: e.g.: mother’s hand on a child’s shoulder, two friends embracing, teammates celebrating with a fist bump. An individual person should make a connection with the setting: e.g., riding a bike rather than showing a bike in

the background; touching a flower or tree branch while walking; digging if gardening, etc. They should be fully engaged and not just an observer.

Images should be shot with natural angles, scale, and perspective. Each scene should be plausible and authentic.

A balance of vertical and horizontal shots should be taken of each scenario for maximum flexibility.

Images should be cropped tightly to focus on the personal interaction, showing only enough background so the scene can be quickly understood.

Composition and Cropping

Capturing spontaneous moments of positive, healthy activity and/or personal interaction are the most crucial elements of imagery composition.


• Portrait-style, staged shots in which models are looking directly at the camera. Overly staged, forced or impractical scenarios detract from the intimacy of the shot.

• Crowding the setting with people and/or props that are not part of the central focal point.

• Shooting scenarios that are obviously impractical and not appropriate to the subject matter – undermining the authenticity of the subject matter being portrayed.

• Dramatic angles that are out of place for the setting and subject matter should be avoided.

• Scattered, unconnected people who are not engaged with each other or the setting.

• Allowing the background to overpower the central focal point of the shot. Shots that are too loosely cropped.

Off Brand Composition and Cropping


Brand Aligned

• Lighting should tend to be brighter, but not overly dramatic.

• Lighting should always be appropriate to the scene based on location and time of day (morning/evening, indoor/outdoor).

• For outdoor shots, natural lighting with “bounces” or “kickers” to provide contrast and separation is preferred. Naturally occurring shadows are acceptable if appropriate to composition and time of day. However, shadows should not obscure faces.

• For indoor shots, lighting should appear natural for the room setting and time of day. Use spots or vignettes to naturally highlight central focal point of the shot, create interest, or to direct the viewer’s eye.

• Each shot should have a strong, central focal point that quickly communicates the scenario, and captures visual attention. Selective focus may be used to soften background and draw more attention to main subject matter.

• Color should be vibrant, saturated, and have good contrast – conveying health, activity, and optimism.

Incorporate elements of the AHA/ASA palette in wardrobe, propping, and environment.

• An AHA/ASA color and/or icon should be included in each shot to create visual interest, and to reinforce the brand “ownership.” Examples include:

– Clothing and/or prop in the AHA/ASA PMS 485

– AHA/ASA wristband, lanyard, water bottle, etc.

– Go Red For Women pins, workout bag, accessories

– Power To End Stroke messenger bag

Lighting, Focus and Color

Natural lighting with selected highlights capturing the moment of the pesonal story to ensure a genuine and realistic look.


• Lighting that is not realistic for the setting. Even/flat or overly bright lighting should be avoided. Images that look bland and/or washed out with very little contrast.

• Harsh, overly dramatic lighting that creates an artificial look. Lighting that is not appropriate to time of day or activity.

• Glare or reflection.

• A shadow that obscures key elements of the shot and/or people’s faces.

• Images that do not have an obvious and realistic focal point. Over-used selective focus that distracts attention from the main subject matter or causes viewers to think the image is “blurry.” Out of focus or poor quality images.

• Soft, muted, understated colors that fade into the background and do not appear upbeat.

• Lack of an AHA/ASA color and/or icon in each shot. Use of a palette that does not complement the AHA/ASA brand colors.

Off Brand Lighting, Focus and Color


Brand Aligned

AHA/ASA photography will portray people engaged in day-to-day activities that promote a healthy lifestyle and/or enjoying the results of that lifestyle.

Locations should be diverse – targeting a wide variety of heart-healthy activities, target demographics and ethnicity, life stages, leisure/home/work scenarios and family composition.

Locations should be realistic and not staged or faked. Strive for environments that are accessible and approachable for the majority of consumers (park running/walking paths vs. running tracks; company workout room vs. high-end

health club; playground/home basketball vs. indoor court, etc.).

Naturally bright environments are preferred. Opt for locations with larger rooms and/or higher ceilings that have a lighter, fresher look. Window coverings should be more transparent, to allow natural light.

Homes should tend toward “middle America” and be more traditional in terms of look and feel. Avoid overly trendy furnishings and amenities that may go out of style quickly and/or be less realistic for the target consumer. Ensure each location is heart-healthy and free of any elements that could be

considered dangerous or hazardous: e.g., someone biking on a high-traffic road vs. on a path or an unfenced swimming pool.

Propping should be authentic to the situation being depicted. The setting should be lightly propped – just enough to tell the visual story, without creating a distraction.

Only heart-healthy food and beverage choices should be used. When food is shown, it must be fresh – not packaged – and adhere to the AHA/ASA’s diet and nutrition guidelines. Water, without a branded label, is the preferred beverage.

Environments and Propping

Locations selected for AHA/ASA photography must depict commitment to a healthy, active lifestyle.


• Using locations that are appropriate for only one demographic target, such as a retirement home.

• Locations/settings that look staged, or need excessive propping to achieve authenticity.

• Dark, dreary tight spaces that create a negative feeling. Heavy

window coverings that do not let in fresh air and light.

• Overly trendy homes that appeal to a small segment of the target audience, and/or have elements that appear too regional, or will go out of style quickly.

• Excessive propping that distracts from the main focus of the shot.

• Unhealthy food choices – foods that fall outside of the AHA/ASA diet and nutrition guidelines, packaged/processed foods, unappetizing presentations.

Off Brand Environments and Propping


Brand Aligned

AHA/ASA’s models must be real-looking people that are at ease and comfortable with the camera – and communicate a positive, healthy attitude.

Association photography must be completely believable in the scenario in which they are photographed.

Models must be able to convey the four brand attributes – True, Positive, Committed, Heroic – and be able to authentically portray a personal story. Models also need to be comfortable in close contact for those shots that depict family interaction.

Open, warm self-confident expressions are preferred. Models must convey

a feeling of self-worth without being haughty or pretentious. Models must genuinely appear like they love life, their family, and themselves.

Family groupings should be realistic – strive to select models with similar physical characteristics, including coloring, skin tone, hair, etc.

All models must be healthy and fit for their age and body type. They should look natural in the activities in which they participate.

Hair and make-up should be light, natural, and realistic for the setting and activity. Styling should be culturally and ethnically appropriate.

Wardrobe selections should be realistic and believable for both the setting and the specific model. Choose simple and clean lines that do not distract from the central focus of the shot. Opt for solid colors with good texture, versus strong patterns.

All active wear must be appropriate for the specific activity being shot. However, active wear should be more achievable, rather than professional. Ensure that any applicable safety equipment (helmets, knee pads, wrist bands, etc.) is included as wardrobe.

Wardrobe should be appropriate to a healthy, fit body type. Not too tight. Not too loose. Not too revealing.

Models and Wardrobe

Models must be at ease and comfortable with the camera, and look natural in the activities depicted.


• Perfect-looking people that look like they are models. “Too perfect” body types (very tall, very thin, very fit) or attributes (very long hair, flawless/pale, overly tanned skin) that are typical of professional models.

• Models that are not down to earth and appear to be egocentric, arrogant, or uninterested.

• Models that are unhealthy or unfit for their age and body type, and would not be believable in the activity they are engaging in.

• Overly done hair and make-up,or styling that is not appropriate to

the activity being portrayed. Heavy make-up for models participating in physical activities.

• Wardrobe with strong, distracting patterns. Tight clothing, or really baggy shirts and pants. Trendy fashions that are quickly dated.

• Visible team/product logos on active wear.

Off Brand Models and Wardrobe


Design Guidelines


Business cor

respondence is a

basic but important way of presenting our image.


Stationery

Business correspondence is a basic but important way of presenting our image. A variety of audiences receive information from us in letters, business cards, mailing labels or other kinds of stationery. The AHA/ASA signature must be used on all stationery.

Maintaining consistent stationery will reinforce the image we want to project. Following these guidelines for signature size and placement, typeface, point size, color and typed information will help achieve this.


E-mail [email protected]

8½" × 11" Letterhead

Signature The vertical depth from the tip of the flame to the baseline of the signature is ¾”.

Component name and address The component name is included in the address. The component name is set 8 pt. type on 12 pt. leading. The address lines are set 7 pt. type on 10 pt. leading. The component name is Helvetica Neue Bold or Helvetica Bold. The address is Helvetica Neue Roman or Helvetica Regular. Both are set uppercase and lowercase, centered under the AHA/ASA signature.

The waveThe wave is located ¼" from the top and 3 8"from the left and right sides of the page.

Board of Directors’ titles 6½ pt. type on 8 pt. leading, Helvetica Neue Bold or Helvetica Bold, uppercase and lowercase, flush left. (See page 4.3