Brand Standards

Introduction
The American Red Cross is one of the nation’s best-known and most-respected charities. Yet in
today’s world, where the public is bombarded with information and calls for support, it’s more and
more diffcult to stand out and be remembered. Consequently, it’s more important than ever that
we present our organization consistently.
We can do this by presenting the same brand identity. With the help of internal and external
experts, we have developed a book of easy-to-use brand standards. These standards cover all
aspects of our identity: message, voice and tone and appearance. They provide a way for us to
make all our communications sound and look as if they are coming from the same organization—
and save money and time while we do so.
Adopting these standards will help us strengthen our identity and improve our visibility. They
will help make American Red Cross communications clearer, more powerful and more effective.
Presenting a unifed, consistent brand to the public will help enhance our credibility, heighten
awareness of all we do, strengthen relationships with our donors and volunteers and ultimately
allow us to reach and help more people. That is why I believe we must adopt these standards.
We will gain much by doing so.
We want this book to be as user-friendly as possible. In the back, you’ll fnd a CD containing
new logos as well as PowerPoint and stationery templates. If you have questions, comments or
suggestions about the book or how to apply the standards to your communications, please send
them to brandid@usa.redcross.org.

Sincerely,



Suzy DeFrancis
Chief Public Affairs Offcer
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Table of Contents
Section 1: Brand Basics
1 Defning a Brand
3 The Goal of Brand Standards
4 Mission and Fundamental Principles
5 Core Purpose
6 Our Purpose
7 Brand Positioning
9 Brand Attributes and Benefts
Section 2: Voice and Tone
11 Voice and Tone
15 Copy and Editorial Guidelines
Section 3: Visual Elements
17 Look and Feel
19 Logo History
20 Logo Clear Space
21 Spanish Logo
22 Logo Color
23 Unit Name Lockup Structure
24 Lockups for External Building Signage
25 Logo Standards
26 Logo Violations
28 Alternative Uses of the Cross
32 Typography
34 Color Palette
36 Photography Guidelines
37 Photography Examples
43 Monotone and Duotone Examples
44 Finding Photos
Section 4: Applying Brand Basics
45 Logo Size Standards
46 Business Stationery
52 Brochure and Report Covers
58 Newsletters
62 PowerPoint Templates
67 E-mail Signatures
68 Promotional Items
70 Clothing and Patches
72 Pins and Jewelry
74 Architecture
76 Illustrations
Section 5: More Information
79 FAQs
82 Legal Considerations
Brand Standards | Table of Contents
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©2008 The American National Red Cross
The American Red Cross name and logo are registered trademarks of the American Red Cross.
Section 1: Brand Basics

— Defning a Brand
— The Goal of Brand Standards
— Mission and Fundamental Principles
— Core Purpose
— Our Purpose
— Brand Positioning
— Brand Attributes and Benefts
Brand Standards | Brand Basics
What Is a Brand, Anyway?
Before we talk about brand positioning and brand standards, we should defne “brand.”
A brand is more than just a logo. It is a promise about what an organization is and
what benefts it delivers every time people come in contact with it. Our brand is
experienced by the public in what they see, hear, read and personally encounter
about the American Red Cross.
Brands that thrive offer a return to the customer, whether it’s tangible or intangible,
rational or emotional. And they provide this return each and every time the customer
encounters the brand.
—William J. McEwen, Married to the Brand
Our brand conveys our credibility, our competence and our caring. If we are consistent in the
way we behave, speak, sound and look, we can increase the public’s understanding of what
we do. Our messages will be strengthened, and we will build and maintain trust. In the long run,
a strong brand will help us become a stronger organization. Our supporters will remember us,
return to us and recommend us to others.
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On a very practical level, presenting the Red Cross brand in a consistent way has many benefts:
1. You save time. You already know what to say and how to say it because you have one
underlying message, and design is simpler because you are working from a set of
visual elements.
2. You save money. With basic design elements, examples and templates available, your
design work should be much simpler. For some projects, you may not need a designer at all.
3. Your efforts are more effective. By creating a unique Red Cross identity, we help the
public recognize materials as distinctly ours, whether they are found in New England or on
the West Coast. This can increase public awareness of the Red Cross and our mission and
enhance our credibility. It can make us stand out in a cluttered communication environment
and improve our fundraising potential.
The Goal of Brand Standards
Who are we? What do we stand for? How do we communicate that? This brand standards
book was created to help you understand the answers to these questions and more. We believe
that when we all use these standards, the Red Cross brand will become stronger. These
standards will help us establish a greater connection with all of our constituents—fnancial donors,
blood donors, volunteers—and those we still need to reach. As a result, we will be able to
empower more people to change lives.
Inside these pages, you’ll fnd a new positioning for the American Red Cross. We used our
fundamental principles and our purpose (our reason for being) as the foundations to develop
our new positioning.
This book was designed with the help of internal and external experts to provide easy-to-use
guidance and standards to present a unifed, consistent brand for the American Red Cross.
Ideally, everything we do on behalf of the brand will refect the standards laid out in this book.
The result will be communications that
are more powerful and more effective.
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The American Red Cross Mission
The American Red Cross, a humanitarian organization led by volunteers and guided by
its congressional charter and the fundamental principles of the International Red Cross
Movement, will provide relief to victims of disasters and help people prevent, prepare for
and respond to emergencies.
Fundamental Principles
Deep within the heart of our organization, there are seven fundamental principles that guide
all our work. These are our organization’s essential and enduring tenets—guiding principles
that have value and importance and are the basis of everything that we do. They also shape
the way the public perceives us.
In all of our work, we are guided by
the seven fundamental principles of the
International Red Cross Movement:
HUMANITY
IMpArTIAlITY
VolUNTArY SerVIce
NeUTrAlITY
INdepeNdeNce
UNIVerSAlITY
UNITY
Core Purpose
Core Purpose is an organization’s fundamental reason for being. An effective purpose refects
the importance people attach to the institution’s work—it taps their idealistic motivations —
and gets at the deeper reasons for an organization’s existence beyond just making money.
— Jim Collins, Built to Last
Our core purpose sums up the difference that we are trying to make in the world. It is in our
DNA—it should not change. It moves beyond quantifable goals to the deeper meaning of
our organization. Purpose is not created; it is discovered. Our purpose should guide every
decision we make, but it should only be expressed internally. It is not a tagline for the outside
world to view.
Months of research involving employees, volunteers, blood and fnancial donors and corporate
partners went into discovering and articulating our purpose.
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Our Purpose
Empowering people in America to perform
extraordinary acts in the face of emergency situations
All the elements of our brand align with the core purpose of the Red Cross. In addition to
our fundamental principles and the Red Cross mission, these elements include the functional
attributes and the rational and emotional benefts of our brand. These are further supported
by our brand positioning and personality and the voice and tone of our communications.
Each of these elements is defned in the following pages.
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Brand Positioning
…positioning is not what you do to a product. Positioning is what you do to the mind of the
prospect. That is, you position the product in the mind of the prospect.
— Al Ries and Jack Trout, Positioning: The Battle for Your Mind
Brand positioning evolves; core purpose is constant. Positioning is what a brand stands for in the
mind of the consumer. Brand positioning is shaped by the current marketing environment and
by the purpose of the organization. Just keep in mind that brand positioning is created and can
change over time as the market environment shifts. Purpose is discovered and never changes.
Positioning defnes what our brand stands for as it relates to other organizations trying to reach the
same groups. It essentially defnes what sets us apart. A strong brand positioning will be unique to us.

Our Positioning
Be a part of a life-changing experience.
When emergencies strike, lives can suddenly take a different path.
When you rise to met the challenge, everyone’s life
begins changing for the better—including your own.
What the Positioning Means to You
Positioning is based on what and who the Red Cross is. And most important, positioning
takes into account the needs and wants of our volunteers and blood and fnancial donors.
We can use our positioning to create a unique place for the Red Cross in their minds based on
what is important and relevant to them.
Use the positioning as the basis for developing communications for the American Red Cross.
Whether you are writing or designing, our positioning and the accompanying benefts and
attributes provide direction and can help us stay focused. They can guide our efforts to make sure
that what you create is in line with what our Red Cross brand is always trying to accomplish.
When you write or design, refer to the positioning. Does it seem consistent? Could words or
images be adjusted to better match up with our brand model?
In the next sections, we’ll show you how to put all this into action with specifc directions on voice,
tone, copy and editorial guidelines, typography, photography and more.
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Brand Attributes and Benefts
We’ve covered our mission, fundamental principles, purpose and positioning. Now let’s look at our
functional attributes and rational and emotional benefts.
Defnitions of Functional Attributes and
Emotional and Rational Benefts
Functional attributes answer the question, “Objectively, what services do we provide?”
We provide relief to victims of disasters and help people prevent, prepare and respond
to emergencies.
Benefts represent the rational or emotional characteristics that donors feel are directly related
to us.
Emotional benefts answer the question, “How do we make you feel?” Being involved allows
people to feel good about themselves, and it allows them to aid others in times of need.
Rational benefts answer the question, “How do we affect you?” This describes how people view
our services and think of us. The Red Cross helps people in times of need.
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Section 2: Voice and Tone

— Voice and Tone
— Copy and Editorial Guidelines
Brand Standards | Voice and Tone
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The Red Cross Voice and Tone
Now that you’re familiar with our purpose and our positioning, it’s time to see how they are
expressed through voice and tone. Through the words we choose, our voice and tone provide
people with another very powerful way to recognize and relate to our brand.
The key to communicating in the Red Cross voice is knowing and understanding our brand
personality traits and how to express them in your writing. Our personality traits are rooted in
our fundamental principles. It’s the way we bring them to life. Using these principles, we ask—
if we were a person, who would we be, and how would we express ourselves? Distilling those
principles, the personality of the Red Cross is best represented as—
PASSIONATE
HUMAN
GENUINE
TRUSTWORTHY
On the next few pages, we’ll provide some examples of these traits.
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WE ARE PASSIONATE,
Committed, dediCated, inspired,
earnest, dynamiC.
Our voice is passionate. We believe in our mission. We are motivated to help those in need,
no matter where they live, no matter who they are, no matter what their backgrounds. We are
willing to work hard and go the extra mile to help people. Our words are heartfelt.
WE ARE HUMAN,
Compassionate, sensitive, Kind,
down-to-earth, aCCessible.
Our voice is human. We respond because we care. We help people connect with others to be
part of something bigger than themselves. We know that when you’ve lost everything, someone
who will listen can make a difference.
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WE ARE GENUINE,
authentiC, straightforward,
real, honest, sinCere.
Our voice is genuine. The words we use are honest and forthright. We try to feature real people
in the stories we tell. Simply, we are trying to change lives by empowering people. We use facts to
tell our story. We are real and true in what we are saying. Our call to action is clear.
WE ARE TRUSTWORTHY,
reliable, responsible,
Credible, believable, prinCipled.
Our voice is trustworthy. We strive to be good stewards of the public’s trust. Our words are
reassuring. When there is a disaster, we will be there to help. We work to make sure blood is
there when a patient needs it.
Brand Standards | Page 12
Examples of Appropriate Voice and Tone
Take three simple steps to get ready for an emergency: Get a kit. Make a plan. Be informed.
Your generosity has helped us take care of people for more than 125 years.
Volunteering says a lot about who you are. When you take action, it can change your life while it
changes the lives of others.
Committed, compassionate volunteers are the heart and soul of the Red Cross.
We prepare for the worst and hope for the best.
Get vital Red Cross training before a disaster strikes, and join us as we help our neighbors in need.
Give blood today and change a life, starting with your own. Seventeen percent of people say they
don’t give blood because they “never thought about it.”
Every two seconds, someone in the U.S. needs blood. Please give.
The American Red Cross works with a global network of Red Cross and Red Crescent societies
to restore hope and dignity to the world’s most vulnerable people.
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Copy and Editorial Guidelines
In general, we follow the editing style of The Chicago Manual of Style (the University of Chicago)
and Words into Type (Prentice Hall, Inc.). Spelling follows Webster’s Third New International
Dictionary, Unabridged. Webster’s Tenth New Collegiate Dictionary is good as a desk reference
and for checking word division. The important thing is to be consistent and appropriate in each
communication piece that is developed.

For specifc Red Cross style and grammar guidelines when writing copy, go to
https://crossnet.redcross.org/every/communicate/style.pdf.
Brand Standards | Page 14
Brand Standards | Page 16
Section 3: Visual Elements

— Look and Feel
— Logo History
— Logo Clear Space
— Spanish Logo
— Logo Color
— Unit Name Lockup Structure
— Lockups for External Building Signage
— Logo Standards
— Logo Violations
— Alternative Uses of the Cross
— Typography
— Color Palette
— Photography Guidelines
— Photography Examples
— Monotone and Duotone Examples
— Finding Photos
Brand Standards | Visual Elements
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Look and Feel
In these pages, you’ll fnd a complete set of design standards. These standards are intended to
ensure a strong, consistent visual identity. While some basics must be strictly adhered to, the goal
isn’t to stife creativity. It’s to provide building blocks and direction that will help us create materials
that the public will come to recognize as ours. When the look and feel of our materials work with
our voice and tone to support our positioning and our purpose, we can build more emotional and
enduring connections with our constituents.
That’s why it’s our duty as ambassadors of the brand to protect, support and communicate our
brand clearly and consistently in everything we say and do. The best way to start is to read
through this section—and share it with Red Cross colleagues who develop communications.
If you have questions, e-mail brandid@usa.redcross.org.
LOOK
AND FEEL
LOGO COLOR
TYPOGRAPHY
PHOTOGRAPHY
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The core design elements are the essential visual elements of our brand—the logo, typography,
color palette and photography—are the starting point for any Red Cross communication.
Below is a brief description of each design element. The following pages will take you through
the specifcs.
LOGO
Our logo is one of our most valuable assets—one that
is instantly recognized and trusted worldwide.
TYPOGRAPHY
When used correctly, typography can convey image and feeling
every bit as much as—and sometimes more than—photography.
COLOR
Our use of color should always enhance and
complement our logo, never overwhelm it.
PHOTOGRAPHY
Before we read the words, we see the images. Choosing the
right ones will convey a positive impression of our brand.
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History of the Red Cross Logo
In 1864, the Geneva Convention chose a red cross emblem as a symbol of protection and
neutrality. The Red Cross emblem continues to be an internationally recognized symbol of
protection and neutrality during war and confict. In peacetime, the Red Cross emblem identifes
people, programs and products connected with the humanitarian mission and activities of the
Red Cross. The red cross is one of the most recognized symbols in the world.
The American Red Cross Logo
It is up to all of us to serve as stewards of one of our most valuable assets—our logo—
a logo that stands as a worldwide symbol of goodwill and humanitarianism. A trusted and
respected emblem is invaluable, and by using it consistently, our organization is strengthened
and communicates a unifed message. Our logo consists of two parts: the red cross and our
logotype (the words that say “American Red Cross”).
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Logo Clear Space
A minimum clear space equal to one arm of the cross (1X) must be maintained at all times
around the logo. No graphic elements or typography (except the inclusive elements of the
signature lockup, such as unit names) should impede this minimum clear space. Whenever
possible, keep a larger clear area. The logotype alone should be used rarely and only when it is
impossible to print on a white background or when colors other than red and black are
used. One use would be on multipart forms where colored papers are used. A blue “A” is next to
and underneath the stacked American Red Cross logo to illustrate that clear space equal to the
height of the uppercase “A” must be maintained at all times around the logotype.
The logos shown above are new. They have been modifed slightly for greater impact and readability. Please discard any logos
acquired before January 30, 2008, and use logos from the Brand Standards CD, LogoNet on CrossNet or, if you are an outside
designer or frm, from www.redcross.org/logos/sig.html.
1X [
1X [
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Spanish Logo
The Red Cross logo is available in Spanish. This is the only non-English version
of the Red Cross logo. All of the same guidelines and requirements still apply. Many
Spanish-speaking areas use the English version of the logo, and this is encouraged.
The logos shown above are new. They have been modifed slightly for greater impact and readability. Please discard any logos
acquired before January 30, 2008, and use logos from the Brand Standards CD, LogoNet on CrossNet or, if you are an outside
designer or frm, from www.redcross.org/logos/sig.html.
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Logo Color
Shown below are the four ways to correctly use our logo, beginning with the recommended
color version (1) and ending by using the logotype alone (4).
1
2
3
4
Red and black have the most impact!
Always strive to use this version.
When you must use one color, this is preferable.
The logo may appear in all black for black-and-white ads
or when budget constraints are an issue.
Use type alone when you cannot print on a white background.
The logotype alone may appear in another color.
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Brand Standards | Page 23
Unit Name Lockup Structure
On this page, you’ll see examples of unit name lockups. All chapter and region lockups are available
for downloading through ImageNet on CrossNet. External companies can access them through
www.redcross.org/logos/sig.html. These lockups are new (as of January 30, 2008), so please
discard old fles. If you need to create a lockup, the specifcations are shown below. The typeface
is Akzidenz-Grotesk Regular.
1X
1X
1X
] 0.5X
Leading: 115% of type size
Crossroads Chapter
Birmingham Area Chapter ] 0.4X
Leading: 115% of type size
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Lockups for External Building Signage
These new lockups provide readability for external building signage, which must be viewed
from a distance. Note that the logo in the frst lockup, a one-line horizontal version,
is available only for buildings. It is not included on the CD. Please send an e-mail to
brandid@usa.redcross.org to request it. The typeface for the unit name in building signage is
Akzidenz-Grotesk Regular. Always use black. If you need to include the building or unit name,
the type size should be two-thirds the size of one arm of the cross, and the leading (space
between the lines of type) should be set to the size of one arm (1X).
Virginia G. Piper Center
2/3X
Type: Title Case / Berthold Akzidenz-Grotesk Regular
1X
1X
Grand Canyon Chapter Grand Canyon Chapter
Type: Title Case/Akzidenz-Grotesk Regular Size: 2/3X
1X
1X
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Logo Standards
Here are some specifc rules to follow that will help maintain consistency when you use our logo.
• You may enlarge or reduce the logo as a whole but do not alter the relationship
between the elements.
• Use the downloaded artwork from the brand CD, LogoNet on CrossNet or, if you are an
outside designer or frm, from www.redcross.org/logos/sig.html.
• The logo must always appear on a white background, with a few exceptions,
such as pins and jewelry.
• On clear or frosted glass, the red and black logo may be applied without creating
a solid white background.
• Do not screen the logo or reverse it out of a color background.
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Logo Violations
The following samples are the most common misuses of the American Red Cross
logo. If you are unsure about whether a design meets graphic standards, e-mail us at
brandid@usa.redcross.org, and we’ll respond promptly.
Do not alter the cross or logotype, enlarge or rearrange one element, use a different color or font or re-create it in any way.
American
Red Cross
Do not create a feld of white for the cross only.
The entire logo must appear on a feld of pure,
bright white.
Minimum white space, equal to the length of
one arm (1X) of the cross, must be left around
the logo and lockups. Akzidenz-Grotesk or Arial
must be used.
of Santa Monica
1X P. O. Box 1208
150 Eleventh Street
Santa Monica, CA 90406
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Do not superimpose, print or photocopy the logo
over a photograph or on colored paper. If you must
use colored paper, use the logotype alone.
Do not add to—or eliminate—any portion of
the logo.
1-800-GIVE LIFE
American
Red Cross
Blood Drive
Do not use drop shadows, run type over the cross
or use other graphic devices to alter the logo in
any way.
The cross and logo are not design elements and
should never be used in repetitive patterns, as
bullets or borders or in other graphic contrivances.
335 meals served
112 families sheltered
173 lives saved
Red Cross
Employee
Guidelines
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Alternative Uses of the Cross
Many have requested more fexible standards for the use of the Red Cross logo. This is a
challenging area since it’s vitally important that we protect the logo and ensure that it
continues to generate recognition and respect and maintain its trademark status. Based on
the recommendations of an internal group as well as an external group of brand experts
from some of the leading brands in the United States, we have developed new guidance. It is
outlined on these two pages.

To ensure that this fexibility enhances the Red Cross brand, all proposed uses must
be submitted to the Brand Team, a small group of feld and national headquarters
staff. This is required even if you believe your design is consistent with the new
guidance. The Brand Team will evaluate each design and respond with approval, disapproval
or a request for revision. Allow fve working days for this review. E-mail your design to
brandid@usa.redcross.org.

Please remember that exceptions to the standards
should be rare.
• The cross may be used alone in a design where it adds
meaning to the message and where it is accompanied by
the entire logo on the same page or viewing area. The logo
communicates that the message is coming from the
American Red Cross.
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Alternative Uses of the Cross
The cross must be the
approved Red Cross—
fve equal squares, in
Red Cross red—and it
must appear on a
white background.
• You may use objects that represent the Red Cross mission
to create a cross shape if the logo appears on the same
page or viewing area. The logo communicates that the
message comes from the American Red Cross.

In all cases, the shape should have arms of equal length
and should appear in Red Cross red on a white background.
Exceptions to the white
background are possible,
based on the context
(see ad and poster).
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Alternative Uses of the Cross
• On vintage-themed promotional or marketing
items, the red cross may appear in a white circle
with the words American Red Cross around it.
Ideally, a small Red Cross logo should appear
somewhere on the item. On a T-shirt, it could
appear on the sleeve or on the back just below
the neckline.
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Alternative Uses of the Cross
Designs that include patterns or pictures within a cross are more diffcult to associate with
the Red Cross. Consequently, this design approach is not acceptable. Below are some
of these examples.
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Brand Standards | Page 32
Typography
The primary typefaces in the American Red Cross identity system, Akzidenz-Grotesk and
Georgia, should be used on all printed materials, such as stationery, ads, newsletters and
brochures, as well as novelty and promotional items. Consistent use of typography helps create
a distinct visual identity. Organizations that have developed high-equity brands use consistent
typographic styles to bring a distinct tone and manner to all of their communications.
Akzidenz-Grotesk is our sans-serif font (sans-serif fonts do not have “tails” or small protrusions at
the tops and bottoms of letters). Akzidenz was chosen for two reasons: It is the font used in the
Red Cross logotype, and it has bold and modern character shapes. The organic character shapes
of Georgia provide a good complement to Akzidenz-Grotesk when a serif typeface (one with “tails”
or small protrusions at the tops and bottoms of letters) is required. Georgia is a standard typeface
included on most operating systems (Windows XP, Vista, Mac OS, etc.). Akzidenz-Grotesk should
be installed on all Red Cross computers. If it is not, e-mail brandid@usa.redcross.org. When
Akzidenz-Grotesk is not available, substitute Arial, which is available on most operating systems.
Akzidenz-Grotesk is our headline font. It can also be used for subheads and for body copy.
We recommend that you set it as uppercase and lowercase, fush left, rag right ( just as you see
it on this page). Georgia Regular can also be used for body copy in long documents such as
newsletters and reports. Its bold version can be used for subheads but is not recommended for
use in headlines. Uppercase and lowercase, fush left, rag right is the recommended usage.
See the examples in Section 4.
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Akzidenz-Grotesk
Light ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890!@#$&*
Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890!@#$&*
Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890!@#$&*
Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890!@#$&*
Super ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890!@#$&*
(Italic versions of all but Akzidenz Super are available.)
Georgia
Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890!@#$&*
Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890!@#$&*
Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890!@#$&*
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Color Palette
Color is an important design element when used to express the Red Cross brand. Color can
emotionally connect us with our audience and work to make our communications more noticeable
and memorable. Used well, color can set the right tone and project the proper mood for a brochure,
Web site or any other communication piece. In our case, PMS 485, known internally as “Red Cross
Red,” must always be considered our signature color. When used together effectively, red, white and
black have tremendous impact and refect the straightforwardness of our brand.
Secondary colors have been selected to complement and give depth and tone to our primary colors.
The secondary palette covers a wide range, from subtle colors like PMS 4535 and 5513 all the way
to more vibrant, youthful colors like PMS 542, 376 and 130. Any of our secondary colors can be
used with our primary colors, but please use no more than one or two at a time. Section 4 will show
examples that illustrate how to use the color palette to enhance our communications.
Primary Colors
PMS 485
CMYK: C0 M100 Y100 K0
RGB: R255 G0 B0
WEB: #FF0000
Black
CMYK: C0 M0 Y0 K100
RGB: R30 G30 B30
WEB: #1E1E1E
White
CMYK: C0 M0 Y0 K0
RGB: R255 G255 B255
WEB: #FFFFFF
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Secondary Colors
PMS 4535
CMYK: C5 M7 Y32 K10
RGB: R209 G201 B157
WEB: #D1C99D
PMS 5513
CMYK: C28 M2 Y8 K5
RGB: R181 G208 B209
WEB: #B5D0D1
PMS 451
CMYK: C17 M13 Y45 K34
RGB: R154 G153 B110
WEB: #9A996E
PMS 540
CMYK: C100 M57 Y12 K61
RGB: R0 G51 B89
WEB: #003359
Secondary Colors
PMS Cool Gray 6
CMYK: C18 M11 Y8 K23
RGB: R173 G175 B175
WEB: #ADAFAF
PMS 542
CMYK: C64 M19 Y1 K4
RGB: R100 G160 B200
WEB: #64A0C8
PMS 376
CMYK: C53 M0 Y96 K0
RGB: R122 G184 B0
WEB: #7AB800
PMS 130
CMYK: C0 M30 Y100 K0
RGB: R240 G171 B0
WEB: #F0AB00
We have three primary colors and eight secondary colors that allow for a variety of color
combinations. Here are a few principles to consider when choosing color combinations:
1. Always use colors that contrast with each other (light and dark).
2. Always use color to make type legible and never use a light color for type on a light
background or a dark color for type on a dark background.
3. When choosing colors, let one color be dominant and the other colors complement and
contrast with it.
4. When possible, try to use our primary and secondary colors at 100 percent.
5. And never use green on top of red (or vice versa) because those colors vibrate to the human eye.
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Photography Guidelines
A good photograph can catch people’s eyes and prompt them to pick up a brochure, read an
ad or at least skim a report they are too busy to read. It can tell a story faster than two paragraphs
of great copy. Here are some criteria for selecting good photos.
Whenever we communicate, we want to tell people what we do and how we do it—and tell them
clearly. So frst, know what you want to say. A good photo will convey that message even without
a caption.
Second, look closely at the photo. The eye goes frst to the brightest part of the photo, then to
what is in the foreground and fnally to what is sharpest in the picture. So the most important
things in the photo will be bright, in sharp focus and in the foreground.
Finally, simple is usually best.
A few more important considerations: When you create a brochure or report, make sure the range
of photos you choose shows the diversity of the organization and the people we serve.
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Photography Examples
Show hope, caring, compassion.
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Photography Examples
When a disaster frst happens, sometimes you have to show the magnitude of the event and
how people have been affected. Choose photos that aren’t sensational and that are respectful
of those people.
Till Mayer/IFRC
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Photography Examples
You can show that the Red Cross is there, helping, without a Red Cross worker in the picture.
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Photography Examples
Blood donors should look happy and show pride. Avoid closeups of needles.
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Photography Examples
Select simple, strong photos of Red Cross people at work.
Avoid photos of Red Cross vehicles without showing people delivering service. However, you
may fnd some photos like these set a mood and complement the other photos being used.
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Photography Examples
Since health and safety and preparedness photos are usually staged to show specifc actions or
training, they should be clear and simple.
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Monotone and Duotone Examples
If you choose to use a monotone or duotone, follow the specs below.
For a monotone, take your color image and convert to grayscale, then adjust the levels to balance
the black, gray and white areas.
For a duotone, take your monotone image, convert to a black and red duotone, adjusting the
duotone curve: black 0 to 100 percent and red 0 to 50 percent. This is the only duotone curve
that should be used.
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Finding Photos
Visit ImageNet on CrossNet. For events after 2005, high-resolution fles are posted there for
download. Unless otherwise noted, we have releases on all these photos, and we own them.
If you don’t see what you need, e-mail ortizj@usa.redcross.org and describe what you are looking
for, since ImageNet contains just a fraction of the Red Cross photo collection.
If you or someone in your unit is taking photographs, always get signed information releases.
The information release form, Form 5244, is posted in the Forms section on CrossNet and may
also be ordered from GSD.
Section 4: Applying Brand Basics

— Logo Size Standards
— Business Stationery
— Brochure and Report Covers
— Newsletters
— PowerPoint Templates
— E-mail Signatures
— Promotional Items
— Clothing and Patches
— Pins and Jewelry
— Architecture
— Illustrations
Brand Standards | Applying Brand Basics
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Logo Size Standards: Minimums
To maintain the visibility and legibility of the American Red Cross logo, it must not be used smaller
than the minimum sizes specifed below. When the American Red Cross logo is used in print,
the minimum proportional size of the red cross should be at least fve percent of the longer length
(either width or height) of the page.
8.5" x 11" application size = 5% of 11" or 0.55"
11" x 8.5" application size = 5% of 11" or 0.55"
4" x 9" application size = 5% of 9" or 0.45"
Regardless of page size, the print minimum is 3/8" high and the on-screen minimum is 40 pixels.
Print Minimum: 3/8"
On-Screen Minimum: 40 pixels
8.5" x 11"
.55"
11" x 8.5"
.55"
4" x 9”
.45"
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Business Stationery: Business Cards
Below is the layout for American Red Cross business cards. Business cards are important,
as they are often the frst printed impression of our organization.
Business cards should be professionally printed. The American Red Cross has a national
contract for business cards and stationery to ensure adherence to our new brand standards.
To order, go to CrossNet, then to “Administer Your Unit” and then to “Order Supplies.”
You may print the reverse side of the card solid red and reverse out the mission statement in
9/10 Akzidenz-Grotesk Medium.
Business card size = 3.5" x 2"
Name = 9/9 Akzidenz-Grotesk Super, fush left
Title, address and telephone numbers = 7/9 Akzidenz-Grotesk Regular, fush left
Unit name = 7.5/8.5 Akzidenz-Grotesk Regular, fush left, or download unit name lockup from ImageNet on CrossNet
1 7/16" 3/16"
3/16"
7/16"
1/4"
The top of the
letters should
align with the “A”
in “American.”
Jane Doe
Communication
Director
2218 Pershing Drive
Austin, TX 78723
Tel (512) 555-0000
Fax (512) 555-0000
Cell (512) 555-0000
Pager (512) 555-0000
jdoe@centex.redcross.org
www.centex.redcross.org
of Central Texas
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Business Stationery: Envelopes
Letterhead and #10 envelopes should be professionally printed. The American Red Cross has a
national contract for business cards and stationery. To order, go to CrossNet, then to “Administer
Your Unit” and then to “Order Supplies.”
Below is the layout for American Red Cross #10 envelopes.

#10 envelope size = 9.5" x 4.25"
Address = 8/10 Akzidenz-Grotesk Regular, fush left
Unit name = 10.5/12 Akzidenz-Grotesk Regular, fush left, or download unit name lockup from ImageNet on CrossNet
7/16"
3/8"
5/8"
1X
6135 N. Black Canyon Highway
Phoenix, AZ 85015
Grand Canyon Chapter
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Brand Standards | Page 48
Business Stationery: Letterhead
Below is the layout for American Red Cross letterhead.
Letterhead size = 8.5" x 11"
Address, phone numbers and Web site = 8/10 Akzidenz-Grotesk Regular, fush left
Unit name = 10.5/12 Akzidenz-Grotesk Regular, fush left, or download unit name lockup from ImageNet on CrossNet
1.25"
5/8"
5/8"
2.5"
6135 N. Black Canyon Highway
Phoenix, AZ 85015
Tel (602) 555-1212
Fax (602) 555-1212
www.arizonaredcross.org
Grand Canyon Chapter
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Business Stationery: Letterhead with Multiple Addresses

Office name = 8/10 Akzidenz-Grotesk Medium Italic, fush left
Address, phone numbers and Web site = 8/10 Akzidenz-Grotesk Regular, fush left
Unit name = 10.5/12 Akzidenz-Grotesk Regular, fush left, or download unit name lockup from ImageNet on CrossNet
Brand Standards | Page 48
1.25"
5/8"
5/8"
2"
Oakland Service Center
3901 Broadway
Oakland, CA 94611
Tel (510) 555-0000 Bay Area Chapter
1.5"
Headquarters
85 Second Street, 8th Floor
San Francisco, CA 94105
Tel (415) 555-0000
2"
Rutland Branch
43 Route 4 east
Rutland, VT 05701
Tel (802) 786-2189
Fax (802) 773-0541
of Central Vermont —
New Hampshire Valley
1.5"
Central Vermont Branch
52 Pike Drive
Berlin, VT 05602
Tel (802) 223-3701
1.5"
Headquarters
1248 Maple Street
P.O. Box 514
Hartford, VT 05047-0514
Tel (802) 295-3635
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Business Stationery: Letterhead with Board List

Address, phone numbers and Web site = 8/10 Akzidenz-Grotesk Regular, fush left
Unit name = 10.5/12 Akzidenz-Grotesk Regular, fush left, or download unit name lockup from ImageNet on CrossNet
Heading = 8/10 Akzidenz-Grotesk Bold, fush left • Subheading = 8/10 Akzidenz-Grotesk Medium Italic, fush left
Names = 8/10 Akzidenz-Grotesk Light, fush left
1.25"
5/8"
5/8"
2.5"
6135 N. Black Canyon Highway
Phoenix, AZ 85015
Tel (602) 555-1212
Fax (602) 555-1212
www.arizonaredcross.org
Grand Canyon Chapter
6"
2008 OFFICERS
Chair
First Name Last Name
Vice-Chair
First Name Last Name
Secretary
First Name Last Name
Treasurer
First Name Last Name
BOARD OF
DIRECTORS
Term Expires 2008
First Name Last Name
First Name Last Name
First Name Last Name
First Name Last Name
First Name Last Name
Term Expires 2009
First Name Last Name
First Name Last Name
First Name Last Name
First Name Last Name
First Name Last Name
First Name Last Name
Term Expires 2010
First Name Last Name
First Name Last Name
First Name Last Name
Executive Director
First Name Last Name
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Brand Standards | Page 51
Business Stationery: Letterhead with United Way
TM
Logo

Address, phone numbers and Web site = 8/10 Akzidenz-Grotesk Regular, fush left
Unit name = 10.5/12 Akzidenz-Grotesk Regular, fush left, or download unit name lockup from ImageNet on CrossNet
United Way logo = .75" wide
Brand Standards | Page 50
1.25"
5/8"
5/8"
2.5"
6135 N. Black Canyon Highway
Phoenix, AZ 85015
Tel (602) 555-1212
Fax (602) 555-1212
www.arizonaredcross.org
Grand Canyon Chapter
.75"
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Brochure and Report Covers
Below and on the following pages you’ll fnd sample covers for brochures, catalogs and
reports. Feel free to copy the layouts and color combinations or use them for inspiration.
Brochure size = 8.5" x 11" • Title = 72/72 Akzidenz-Grotesk Light • Subtitle = 15/20 Akzidenz-Grotesk Bold ALL CAPS
Brochure size = 4" x 9" • Title = 44/44 Akzidenz-Grotesk Light • Subtitle = 12/15 Akzidenz-Grotesk Bold ALL CAPS
Ametconcei cAteur
Lorem
Ipsum
Dolorsit
Lorem ipSum doLor
Sit Amet conSei tcAteur
AdiScin eLetSed
Consei
Eletsedim
Nonu
Lorem
Ipsum
Dolorsit
Ametconcei cAteur
Consei
Eletsedim
Nonu
Lorem ipSum doLor
Sit Amet conSei tcAteur
AdiScin eLetSed
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Brochure and Report Covers
Brochure size = 8.5" x 11" • Title = 72/72 Akzidenz-Grotesk Light • Subtitle = 15/20 Akzidenz-Grotesk Bold ALL CAPS
Brochure size = 4" x 9" • Title = 44/44 Akzidenz-Grotesk Light • Subtitle = 12/15 Akzidenz-Grotesk Bold ALL CAPS
Brand Standards | Page 52
Lorem
Ipsum
Dolosit
Ametconcei cAteur
Consei
Eletsedim
Nonu
Consei
Eletsedim
Nonu
Lorem ipSum doLor
Sit Amet conSei tcAteur
AdiScin etetSed
Consei
Eletsedim
Nonu
Lorem ipSum doLor
Sit Amet conSei tcAteur
AdiScin etetSed
SequAmet
Giat Utatis
Et Enisse
Lorem Ipsum
mincip euiSSequiSi eSe
veLiS do eu fAcidunt
AdipiSciLiSi
Ullut
Magnissi
Irit Iure
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Brochure and Report Covers
The layouts on this and the following page use the brighter, more youthful colors in our
secondary color palette.
Brochure size = 8.5" x 11" • Title = 72/72 Akzidenz-Grotesk Light • Subtitle = 15/20 Akzidenz-Grotesk Bold ALL CAPS
Brochure size = 4" x 9" • Title = 44/44 Akzidenz-Grotesk Light • Subtitle = 12/15 Akzidenz-Grotesk Bold ALL CAPS
Ametconcei cAteur
Lorem
Ipsum
Dolorsit
Lorem
Ipsum
Dolorsit
Ametconcei cAteur
Lorem ipSum doLor
Sit Amet conSei tcAteur
AdiScin eLetSed
Consei
Eletsedim
Nonu
Consei
Eletsedim
Nonu
Lorem ipSum doLor
Sit Amet conSei tcAteur
AdiScin eLetSed
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Brochure and Report Covers
Brochure size = 8.5" x 11" • Title = 72/72 Akzidenz-Grotesk Light • Subtitle = 15/20 Akzidenz-Grotesk Bold ALL CAPS
Brochure size = 4" x 9" • Title = 44/44 Akzidenz-Grotesk Light • Subtitle = 12/15 Akzidenz-Grotesk Bold ALL CAPS
Brand Standards | Page 54
SequAmet
Giat Utatis
Et Enisse
Lorem Ipsum
Ullut
Magnissi
Irit Iure
mincip euiSSequiSi eSe
veLiS do eu fAcidunt
AdipiSciLiSi
Consei
Eletsedim
Nonu
Lorem ipSum doLor
Sit Amet conSei tcAteur
AdiScin etetSed
Consei
Eletsedim
Nonu
Lorem ipSum doLor
Sit Amet conSei tcAteur
AdiScin etetSed Consei
Eletsedim
Nonu
Lorem
Ipsum
Dolosit
Ametconcei cAteur
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Brochure and Report Covers
Some additional designs
Brochure size = 8.5" x 11" • Title = 125/140 Akzidenz-Grotesk Medium • Subtitle = 65/85 Akzidenz-Grotesk Medium ALL CAPS
Brochure size = 4" x 9" • Title = 85/95 Akzidenz-Grotesk Medium • Subtitle = 45/65 Akzidenz-Grotesk Medium ALL CAPS
A M E T C o N C E I T C A T E U R A d I S C I N E L E T S E d
Lorem Ipsum dolorsit
Sit Amet Tcacteur
A M E T C o N C E I T C A T E U R A d I S C I N E L E T S E d T h A E I
Lorem Ipsum
dolorsit Sit
Amet Tcacteur
Lorem Ipsum
dolorsit Sit
Amet Tcacteur
A M E T C o N C E I T C A T E U R A h T
Lorem Ipsum
dolorsit Sit
Amet Tcacteur
A M E T C o N C E I T C A T E U R
A d I S C I N E L E T S E d
Brand Standards | Page 56
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Brochure and Report Covers
Brochure size = 8.5" x 11" • Title = 335/350 Akzidenz-Grotesk Bold Cond. • Subtitle = 55/75 Akzidenz-Grotesk Medium ALL CAPS
Brochure size = 4" x 9" • Title = 200/220 Akzidenz-Grotesk Bold Cond. • Subtitle = 40/50 Akzidenz-Grotesk Medium ALL CAPS
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Newsletters: Four-Color Versions
Below and on the next few pages are sample newsletters. Copy the layouts or use them as inspiration
for creating your own. When creating newsletters, choose a simple format and stick with it.
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uIpuL Ian verosLrud LaL auL IuL uL essIm In verIL esequam IIIam IrIL
ameL wIs eraesLo od LIe veIIquam IncI LIonsed LIe LaL. UL Ior sIm
numsandIL acIIIL veIessequam IIIquI LaL dIon henIameL uIpuLpaL,
quIpsusLrud dIL IupLaL nos deI doIore do doIoborem verIIIL acIIIsIL
Ior auguer sIL IorerosLrud eraesLI ncIpIL voIorem IpsusLo dIp ercI-
dunL IrIL IncI LIscIncIng exerIII quIssIs do ea aIIL vuIIa Ieugue veraL.
GaIL IoreeL acIIIL dIp enIbh ex erosLIonuIIa Iaccumsan euIscI-
duIs nonsequaL accum zzrIure consenIscI Le consenL praesed LeL
accumsan voIorLIs augaIL nuIpuL adIam, quIs nIL deI euIs nonsequ
aLIonuIIa Iaccum quI LaL doIuLaL, quaL, core eLum doIorpe rIusLIe
doIor suscIIIandre mIn er am IuscIncInIs non henL auguero endre
magna consenL auguer susLrud doIupLaLeL aL doIorero conuI-
Iaore moIore enL Iorper IIIs am, conum veIIquIs aIIs eu Ieu IeugIaL
augueraL aIIquI bIa Iaccummv num quI bIaorem zzrIIIL accum zzrII
uIpuLe mInIs nuIpuL eugaIL Iorem dunL aL Ing exerIL IpIL ad doIobor
sIm zzrIure vuIpuLeL IuL voIobore doIore doIupLaLIe mIng eL, quIs
nosLIon sequaLIo consequaL. Orem zzrIure eum Iure eI IpIsIsIL
exerIIIa ad magna consecLe LIo dIo doIor aIIL, sIm doIesenIL nIm
IrIL, quam, consequ amconse quIpsum quameL IpIL Iam quam, sI
enL uIpuL Iore doIor IIIa IeuIsI uLpaLIe Ieum ex eu Iaccum aIIs erIL
nummodIgna consequIp enIm doIum Ip exeraLeL nIssed eLumsan
uLpaL nummv non uLe duIsI.
¡acIpsu scIIIuL verIL voIorpe raLuer IpIL am Iurem verIusLIn
uLaLum exeros augaIL dIpsuscIncI bIandreeLum dIgnIm augIam veI
CONTINUED ON PAGE 4
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veIenIssIs adIgna consed eum venIm In
uLem IncIn voIor sIL nuIIupLaLem quIs
nuIIa cor suscI exer IIIL nIssendIgna IacIIIs
cIduIs aIIs accummv nIaL, consed mIncI-
duIp exeraLIon henL praLem doIesequam
zzrIuscIdunL doIum auL nIm IIIa Ieum quIs
auguer IrIIIs auLpaLu ercIpsummv nuIIa auL
uIpuL Ian verosLrud LaL auL IuL uL essIm In
verIL esequam IIIam IrIL ameL wIs eraesLo
od LIe veIIquam IncI LIonsed LIe LaL. UL Ior
sIm numsandIL acIIIL veIessequam IIIquI LaL
dIon henIameL uIpuLpaL, quIpsusLrud dIL
IupLaL nos deI doIore do doIoborem verIIIL
acIIIsIL Ior auguer sIL IorerosLrud eraesLI
ncIpIL voIorem IpsusLo dIp ercIdunL IrIL IncI
LIscIncIng exerIII quIssIs do ea aIIL vuIIa
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GaIL IoreeL acIIIL dIp enIbh ex eros-
LIonuIIa Iaccumsan euIscIduIs nonsequaL
accum zzrIure consenIscI Le consenL
praesed LeL accumsan voIorLIs augaIL
nuIpuL adIam, quIs nIL deI euIs nonsequ
aLIonuIIa Iaccum quI LaL doIuLaL, quaL, core
eLum doIorpe rIusLIe doIor suscIIIandre mIn
er am IuscIncInIs non henL auguero endre
magna consenL auguer susLrud doIupLaLeL
CONTINUED ON PAGE 5
HOW CAN YOU HELP?
Vlslt the web slte at
www.redcross-petersburg.org or
ca|| us at 333-234-5678 for more
lnformatlon on how to vo|unteer or
2 Nlam Erlurerlt, Senlsmod Mlng
Erostrud Do|ore Ñum |p ol || u||u u||l
|ummooo|or uo|p|s o|p oug|um, coro
mugn|l, consoqu| lul |um ounl.
3 Ex Et Dlt Ea Feugalt Sequat Ül |oro
vo||l w|s|sc|ou|s noslruo lul nos uugu|l
vo| ouguoro commy nu|pul prul.
5 Nls Nls Acldulslm Ipsumsan Henlm
Do|um Atuercl L|uplul|o lo oo oo|l,
quumol, quul uug|um qu|smo|osonl.
7 Ex Et Dlt Ea Feugalt Sequat Ül |oro
vo||l w|s|sc|ou|s noslruo lul nos uugu|l.
nonu|pul nonsoclo loum zzr|usc| lo
moo|umc onsoquul|o oo m|ng oum.
INSIDE
LOCAL HEROES Fuc|psu sc|||ul vor|l vo|orpo ruluor |p|l um |urom vor|usl|n ululum
oxoros uugu|l o|psusc|nc|
A PUBLICATION OF THE AMEPICAN PED CPOSS OF PETEPSBUPG COUNTY WINTER 2007
CPOSSPOADS of Petersburg County
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Brand Standards | Page 59
Newsletters: Four-Color Versions

Newsletter size (shown) = 8.5" x 11" (folded), 11" x 17" (flat)
Headlines = Akzidenz-Grotesk Medium • Body Text = 9/12 Georgia Regular
Photo Captions = 7/10 Akzidenz-Grotesk Bold and 8/10 Akzidenz-Grotesk Light
Box Heading = Akzidenz-Grotesk Medium ALL CAPS • Body Text in Box = 8/11 Akzidenz-Grotesk Medium and Light
Date Text = 8/11 Akzidenz-Grotesk Light Italic • Page Numbers = 11/13 Akzidenz-Grotesk Light
Brand Standards | Page 58
Slgn Up Now For Dlsaster Tralnlng
BorperosLIng eu IeuIsI. Rud LIonuIpuL veIenIssIs adIgna consed
eumvenImIn uLemIncIn voIor sIL nuIIupLaLemquIs nuIIa cor suscI
exer IIIL nIssendIgna IacIIIs cIduIs aIIs accummv nIaL, consed mIn-
cIduIp exeraLIon henL praLemdoIesequamzzrIuscIdunL doIumauL
nImIIIa IeumquIs auguer IrIIIs auLpaLu ercIpsummv nuIIa auL uIpuL
Ian verosLrud LaL auL IuL uL essImIn verIL esequamIIIamIrIL ameL
wIs eraesLo od LIe veIIquamIncI LIonsed LIe LaL. UL Ior sImnumsan-
dIL acIIIL veIessequamIIIquI LaL dIon henIameL uIpuLpaL, quIpsusLrud
dIL IupLaL nos deI doIore do doIoboremverIIIL acIIIsIL Ior auguer
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GaIL IoreeL acIIIL dIp enIbh ex erosLIonuIIa Iaccumsan euIscIduIs
nonsequaL accumzzrIure consenIscI Le consenL praesed LeL accum-
san voIorLIs augaIL nuIpuL adIam, quIs nIL deI euIs nonsequ aLIonuIIa
IaccumquI LaL doIuLaL, quaL, core eLumdoIorpe rIusLIe doIor suscII-
Iandre mIn er amIuscIncInIs non henL auguero endre magna con-
senL auguer susLrud doIupLaLeL aL doIorero conuIIaore moIore enL
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sequaL. OremzzrIure eumIure eI IpIsIsIL exerIIIa ad magna consecLe
LIo dIo doIor aIIL, sImdoIesenIL nImIrIL, quam, consequ amconse
quIpsumquameL IpIL Iamquam, sI enL uIpuL Iore doIor IIIa IeuIsI
uLpaLIe Ieumex eu IaccumaIIs erIL nummodIgna consequIp enIm
doIumIp exeraLeL nIssed eLumsan uLpaL nummv non uLe duIsI.
¡acIpsu scIIIuL verIL voIorpe raLuer IpIL amIuremverIusLIn
uLaLumexeros augaIL dIpsuscIncI bIandreeLumdIgnImaugIam
veI IrIIIquamveIIquI bIamdo esLo core dIgnIamvercIp eL In veI
eIIquameLumzzrIL nIL IrIIIL IuscIIIs nonsecLemIureeLue IaccumIrIL
InImnummv nos ad LemvuIpuLpaL IuL IoremzzrIuremzzrIuscInIL
ero odoIumduIsI doIor suscIduIs duIs aIIs acI LIonsecLeL Ia Iaccum-
san uL In eu Ieugue mIng eugIaL, sIs adIo doIor accumzzrIL praLeL
dIL adEd doIore voIorLIe Le dIgna IacIncIpIs aIIs ad LIn henL numenIs
nonsequIs auL vercI bIa IeugaIL Ia IacII IpIL II uLpaLIng esequIs nIsIs
aL, consequ ameLueraL IrIL IIIL veI dIameL ad magnIL uL Iumsand-
Igna Iaccumnos do coremdoIoboremnuIIaorer suscI LaLe Le venIL
voIesLrud modo commoIobore er sequamcommv nonummv nos aL
VoIorerosLIo od eumver sI Lemdo odoIuLe magnIs numsandrem
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nonsed eumnonsecLe veI uL IumIIIa IeuIs aIIL In uIpuLaL augIaL,
conuIpuL IuremzzrIuscInImdoIobore magnIsIL praesLIng erIIIupLaL.
TIn uL acIIIa aIIL, voIor IncInIL praLe doIor senL acIncII eI IrIIIs eL
accumduIp enIs augue magnImquIs nos eraLeL, consequIs aIIs nuI-
Iandre do odIL ex eL nIssImvercIpIL Ing eIIL Ia acIIIupLaL nIaL aIIL aL,
core doIore Ieumad doIor sequI
bIaoremIrIL, veI IusLrud mInIbh
exer adIo od mIncIdu IpsusLo
odoIor Ing er aL II deI uL praessI
bIandIo consequ aLIscIIIa commv
nonsendre verIL amquIsI Le
magnIs auLpaL. EcLe corero dunL
Ip eugaIL eL, sImzzrIL nonsenIm
IurercIpIsI bIandrer secLeL veIIs
nonse LInIsI. ErcIpIsI bIa IacInIs
acI bIaore dIamcon uLpaL. SuscI
LInIsI uIIaoremIrIure LaL ad enIm
quIs nonumsandIL Ing ero cor sI
LIng eraessImzzrIIIquaLumvoIor
susLo od esLo consequ IscIIIquIpIL
veIIL duIs aL. DuIs ercII uIIupLaL
augaIL IrIL InIsImzzrIIIL Iam, quaL
aIIsmoIor IpIs doIor adIgna IacIng
esLIsI.AgnIL augaIL, sI. ¡eugcon-
secLeL, venL doIobore LaL aL IncIncIpIL uLe LaL Iaore eIIL vuIIuLaL ex ea
ad eu IeumIureeL IumIrIL ad eros euI Le mIn henIbh euIsI Le Ieum
auL Ia Ieu Ieu IeumIrIure magna IaccumIp eL veIendIpIs nonsenIam
auguerc IIIquaLIe LIe conse dIon uL praesequaLIe enImaIIL dunL ameL
ea IacI bIa con uIIuLpaL. MeL, consequIsI uLaLIe IeuIssequamveIIL Ior
sI esendIo nsequIpsusLo consecLemIIIquIs nonummv nIbh eumnIm
,/2%- )035- $/,/2 Fuc|psu sc|||ul vor|l vo|orpo ruluor |p|l um |urom vor|us-
l|n ululum oxoros uugu|l o|psusc|nc|
CPOSSPOADS [ WINTEP 2007 2
,/2%- )035- $/,/2 Fuc|psu sc|ul
vor|l vo|orpo ruluor |p|l um |urom vsl|n
ululum oxoros uugu|l o|psusc|nc|
Loca| Teen Palses Funds
for Meas|es Inltlatlve
'Tls the Season to Glve
the Glft of Llfe
BorperosLIng eu IeuIsI. Rud LIonuIpuL
veIenIssIs adIgna consed eum venIm In
uLem IncIn voIor sIL nuIIupLaLem quIs
nuIIa cor suscI exer IIIL nIssendIgna IacIIIs
cIduIs aIIs accummv nIaL, consed mIncI-
duIp exeraLIon henL praLem doIesequam
zzrIuscIdunL doIum auL nIm IIIa Ieum quIs
auguer IrIIIs auLpaLu ercIpsummv nuIIa auL
uIpuL Ian verosLrud LaL auL IuL uL essIm In
verIL esequam IIIam IrIL ameL wIs eraesLo
od LIe veIIquam IncI LIonsed LIe LaL. UL Ior
sIm numsandIL acIIIL veIessequam IIIquI LaL
dIon henIameL uIpuLpaL, quIpsusLrud dIL
IupLaL nos deI doIore do doIoborem verIIIL
acIIIsIL Ior auguer sIL IorerosLrud eraesLI
ncIpIL voIorem IpsusLo dIp ercIdunL IrIL IncI
LIscIncIng exerIII quIssIs do ea aIIL vuIIa
Ieugue veraL.
GaIL IoreeL acIIIL dIp enIbh ex eros-
LIonuIIa Iaccumsan euIscIduIs nonsequaL
accum zzrIure consenIscI Le consenL
praesed LeL accumsan voIorLIs augaIL
nuIpuL adIam, quIs nIL deI euIs nonsequ
aLIonuIIa Iaccum quI LaL doIuLaL, quaL, core
eLum doIorpe rIusLIe doIor suscIIIandre mIn
er am IuscIncInIs non henL auguero endre
magna consenL auguer susLrud doIupLaLeL
oIorero conuIIaore.
moIore enL Iorper IIIs am, conum veI-
IquIs aIIs eu Ieu IeugIaL augueraL aIIquI bIa
Iaccummv num quI bIaorem zzrIIIL accum
zzrII uIpuLe mInIs nuIpuL eugaIL Iorem dunL
aL Ing exerIL IpIL ad doIobor sIm zzrIure
vuIpuLeL IuL voIobore doIore doIupLaLIe
mIng eL, quIs nosLIon sequaLIo consequaL.
Orem zzrIure eum Iure eI IpIsIsIL exerIIIa
ad magna consecLe LIo dIo doIor aIIL, sIm
doIesenIL nIm IrIL, quam, consequ amconse
quIpsum quameL IpIL Iam quam.
,/2%- )035- $/,/2 Fuc|psu sc|||ul vor|l vo|orpo
ruluor |p|l um |urom vor|usl|n ululum oxoros uugu|l
o|psusc|nc|
WHO'S YOUP HEPO?
BorperosLIng eu IeuIsI. Rud LIonuIpuL
veIenIssIs adIgna consed eum venIm In
uLem IncIn voIor sIL nuIIupLaLem quIs
nuIIa cor suscI exer IIIL nIssendIgna IacIIIs
cIduIs aIIs accummv nIaL, consed mIncI-
duIp exeraLIon henL praLem doIesequam
zzrIuscIdunL doIum auL nIm IIIa Ieum quIs
auguer IrIIIs auLpaLu ercIpsummv nuIIa auL
uIpuL Ian verosLrud LaL auL IuL uL essIm In
verIL esequam IIIam IrIL ameL wIs eraesLo
od LIe veIIquam IncI LIonsed LIe LaL. UL Ior
sIm numsandIL acIIIL veIessequam IIIquI LaL
dIon henIameL uIpuLpaL, quIpsusLrud dIL
IupLaL nos deI doIore do doIoborem verIIIL
acIIIsIL Ior auguer sIL IorerosLrud eraesLI
ncIpIL voIorem IpsusLo dIp ercIdunL IrIL IncI
LIscIncIng exerIII quIssIs do ea aIIL vuIIa
Ieugue veraL.
GaIL IoreeL acIIIL dIp enIbh ex eros-
LIonuIIa Iaccumsan euIscIduIs nonsequaL
accum zzrIure consenIscI Le consenL
praesed LeL accumsan voIorLIs augaIL
nuIpuL adIam, quIs nIL deI euIs nonsequ
aLIonuIIa Iaccum quI LaL doIuLaL, quaL, core
eLum doIorpe rIusLIe doIor suscIIIandre
mIn er am IuscIncInIs non henL auguero
endre magna consenL auguer susLrud
doIupLaLeL oIorero conuIIaore. moIore enL
Iorper IIIs am, conum veIIquIs aIIs eu Ieu
IeugIaL augueraL aIIquI bIa Iaccummv num
quI bIaorem zzrIIIL accum zzrII uIpuLe mInIs
nuIpuL eugaIL Iorem dunL aL Ing.
For moro |nlormul|on or vo|unloor lo bo uc|psu
sc|||ul vor|l vo|orpo ruluor |p|l um |urom vor|usl|n
ululum oxoros uugu|l o|psusc|nc| uc|psu sc|||ul
vor|l vo|orpo ruluor |p|l um |urom vor|usl|n ululum
oxoros uugu|l o|psusc|nc| 848.222.3344 or omu||
ul lnfo®redcross.org.
Nlam Erlurerlt, Senlsmod Mlng
Erostrud Do|ore Senlsmod Mlng
1ot. 2 Thutsdov 12pt
Ñum |p ol || u||u u||l |ummooo|or uo|p|s o|p
oug|um, coro mugn|l, consoqu| lul |um ounl.
Ñum |p ol || u||u u||l |ummooo|or uo|p|s o|p
oug|um, coro mugn|l, consoqu| lul |um ounl.
Ex Et Dlt Ea Feugalt Sequat
1ot. 11 So|utdov 2pt
Ül |oro vo||l w|s|sc|ou|s noslruo lul nos
uugu|l vo| ouguoro commy nu|pul prul.
Ñum |p ol || u||u u||l |ummooo|or uo|p|s o|p
oug|um, coro mugn|l, consoqu| lul |um ounl.
Ñum |p ol || u||u u||l |ummooo|or uo|p|s o|p
oug|um, coro mugn|l, consoqu| lul |um ounl.
Nls Nls Acldulslm Ipsumsan
Henlm Do|um Atuercl
1ot. 4 So|utdov 4pt
L|uplul|o lo oo oo|l, quumol, quul uug|um
qu|smo|osonl. Ñum |p ol || u||u u||l |um-
mooo|or uo|p|s o|p oug|um, coro mugn|l,
consoqu| lul |um ounl. Ñum |p ol || u||u u||l
|ummooo|or uo|p|s o|p oug|um, coro mugn|l,
consoqu| lul |um ounl.
Ex Et Dlt Ea Feugalt Sequat
1ot. 14 Tuesdov 1pt
Ül |oro vo||l w|s|sc|ou|s noslruo lul nos
uugu|l. nonu|pul nonsoclo loum zzr|usc| lo
moo|umc onsoquul|o oo m|ng oum. Ñum |p
ol || u||u u||l |ummooo|or uo|p|s o|p oug|um,
coro mugn|l, consoqu| lul |um ounl oo|ororo
oo|psum u||l, vor s| b|u louguor uoss|l
oo|on|s.
Ex Et Dlt Ea Feugalt Sequat
1ot. 16 Wedtesdov 12pt
Ül |oro vo||l w|s|sc|ou|s noslruo lul nos
uugu|l vo| ouguoro commy nu|pul prul.
Ñum |p ol || u||u u||l |ummooo|or uo|p|s o|p
oug|um, coro mugn|l, consoqu| lul |um ounl.
Ñum |p ol || u||u u||l |ummooo|or uo|p|s o|p
oug|um, coro mugn|l, consoqu| lul |um ounl.
Ex Et Dlt Ea Feugalt Sequat
1ot. 21 So|utdov 2pt
Ül |oro vo||l w|s|sc|ou|s noslruo lul nos
uugu|l vo| ouguoro commy nu|pul prul.
Ñum |p ol || u||u u||l |ummooo|or uo|p|s o|p
oug|um, coro mugn|l, consoqu| lul |um ounl.
Ñum |p ol || u||u u||l |ummooo|or uo|p|s.
TPAINING CLASSES
IN 1ANUAPY
CPOSSPOADS [ WINTEP 2007 3
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Brand Standards | Page 60
Newsletters: Four-Color Versions
Here is another variation.
Red Cross Honors ¡ocaI Heroes
Hundreds Learn Llfesavlng
Skl||s on CPP Saturday
BorperosLIng eu IeuIsI. Rud LIonuIpuL
veIenIssIs adIgna consed eum venIm In
uLem IncIn voIor sIL nuIIupLaLem quIs
nuIIa cor suscI exer IIIL nIssendIgna IacIIIs
cIduIs aIIs accummv nIaL, consed mIncI-
duIp exeraLIon henL praLem doIesequam
zzrIuscIdunL doIum auL nIm IIIa Ieum quIs
auguer IrIIIs auLpaLu ercIpsummv nuIIa auL
uIpuL Ian verosLrud LaL auL IuL uL essIm In
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GaIL IoreeL acIIIL dIp enIbh ex eros-
LIonuIIa Iaccumsan euIscIduIs nonsequaL
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praesed LeL accumsan voIorLIs augaIL
nuIpuL adIam, quIs nIL deI euIs nonsequ
aLIonuIIa Iaccum quI LaL doIuLaL, quaL, core
eLum doIorpe rIusLIe doIor suscIIIandre
mIn er am IuscIncInIs non henL auguero
endre magna consenL auguer susLrud do-
IupLaLeL aL doIorero conuIIaore moIore enL
Iorper IIIs am, con.
¡um veIIquIs aIIs eu Ieu IeugIaL
augueraL aIIquI bIa Iaccummv num quI
bIaorem zzrIIIL accum zzrII uIpuLe mInIs
nuIpuL eugaIL Iorem em zzrIure eum Iure
eI IpIsIsIL exerIIIa ad magna consecLe LIo
dIum aIIs Ip exeraLeL nIssed eLumsan uLpaL
nummv non uLe duIsI. ¡acIpsu scIIIuL verIL
dIgnIm augIam vIm augIam vIm augIam
veI IrIIIquam veIIquI bIam do esLo core
dIgnIam vercIp eL In veI eIIquameLum zzrIL
nIL IrIIIL IuscIIIs nonsecLem IureeLue Iaccum
CONTINUED ON PAGE 4
BorperosLIng eu IeuIsI. Rud LIonuIpuL
veIenIssIs adIgna consed eum venIm In
uLem IncIn voIor sIL nuIIupLaLem quIs
nuIIa cor suscI exer IIIL nIssendIgna IacIIIs
cIduIs aIIs accummv nIaL, consed mIncI-
duIp exeraLIon henL praLem doIesequam
zzrIuscIdunL doIum auL nIm IIIa Ieum quIs
auguer IrIIIs auLpaLu ercIpsummv nuIIa auL
uIpuL Ian verosLrud LaL auL IuL uL essIm In
verIL esequam IIIam IrIL ameL wIs eraesLo
od LIe veIIquam IncI LIonsed LIe LaL. UL Ior
sIm numsandIL acIIIL veIessequam IIIquI LaL
dIon henIameL uIpuLpaL xerIII quIssIs do ea
aIIL vuIIa Ieugue veraL.
GaIL IoreeL acIIIL dIp enIbh ex eros-
LIonuIIa Iaccumsan euIscIduIs nonsequaL
accum zzrIure consenIscI Le consenL
praesed LeL accumsan voIorzzrIure conse-
nIscI Le consenL praesed LeL accumsan voI-
orzzrIure consenIscI Le consenL praesed LeL
accumsan voIorzzrIure consenIscI Le con-
senL praesed LeL accumsan voIorLIs augaIL
nuIpuL adIam, quIs nIL deI euIs nonsequ
aLIonuIIa Iaccum quI LaL doIuLaL, quaL, core
eLum doIorpe rIusLIe doIor suscIIIandre mIn
er am IuscIncInIs non henL auguero endre
magna consenL auguer susLrud doIupLaLeL
CONTINUED ON PAGE 5
HOW CAN YOU HELP?
v|s|l lho wob s|lo ul www.roocross-polorsburg.org
or cu|| us ul 333-234-5678 lor moro |nlormul|on
on how lo vo|unloor or oonulo.
2 Nlam Erlurerlt, Senlsmod Mlng Erostrud
Do|ore Ñum |p ol || u||u u||l |ummooo|or uo|p|s
o|p oug|um, coro mugn|l, consoqu| lul |um ounl.
3 Ex Et Dlt Ea Feugalt Sequat Ül |oro vo||l
w|s|sc|ou|s noslruo lul nos uugu|l vo| ouguoro
commy nu|pul prul.
5 Nls Nls Acldulslm Ipsumsan Henlm Do|um
Atuercl L|uplul|o lo oo oo|l, quumolo oo oo|l,
quumolo oo oo|l, quumolo oo oo|l, quumol, quul
uug|um qu|smo|osonl.
7 Ex Et Dlt Ea Feugalt Sequat Ül |oro vo||l
w|s|sc|ou|s noslruo lul nos uugu|l oo lul nos
uugu|l oo lul nos uugu|l oo|ororo oo|psum u||l,
vor s| b|u louguor uoss|l oo|on|s
INSIDE
LOCAL HEROES Fuc|psu sc|||ul vor|l vo|orpo ruluor
|p|l um |urom vor|usl|n ululum oxoros uugu|l
A PUBLICATION OF THE AMEPICAN PED CPOSS OF PETEPSBUPG COUNTY WINTER 2007
of Petersburg County crossroads
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Newsletters: Two-Color Version
And here is the same layout using two colors, Red Cross red and black.
Brand Standards | Page 60
Red Cross Honors ¡ocaI Heroes
Hundreds Learn Llfesavlng
Skl||s on CPP Saturday
BorperosLIng eu IeuIsI. Rud LIonuIpuL
veIenIssIs adIgna consed eum venIm In
uLem IncIn voIor sIL nuIIupLaLem quIs
nuIIa cor suscI exer IIIL nIssendIgna IacIIIs
cIduIs aIIs accummv nIaL, consed mIncI-
duIp exeraLIon henL praLem doIesequam
zzrIuscIdunL doIum auL nIm IIIa Ieum quIs
auguer IrIIIs auLpaLu ercIpsummv nuIIa auL
uIpuL Ian verosLrud LaL auL IuL uL essIm In
verIL esequam IIIam IrIL ameL wIs eraesLo
od LIe veIIquam IncI LIonsed LIe LaL. UL Ior
sIm numsandIL acIIIL veIessequam IIIquI LaL
dIon henIameL uIpuLpaL, quIpsusLrud dIL
IupLaL nos deI doIore do doIoborem verIIIL
acIIIsIL Ior auguer sIL IorerosLrud eraesLI
ncIpIL voIorem IpsusLo dIp ercIdunL IrIL IncI
LIscIncIng exerIII quIssIs do ea aIIL vuIIa
Ieugue veraL.
GaIL IoreeL acIIIL dIp enIbh ex eros-
LIonuIIa Iaccumsan euIscIduIs nonsequaL
accum zzrIure consenIscI Le consenL
praesed LeL accumsan voIorLIs augaIL
nuIpuL adIam, quIs nIL deI euIs nonsequ
aLIonuIIa Iaccum quI LaL doIuLaL, quaL, core
eLum doIorpe rIusLIe doIor suscIIIandre
mIn er am IuscIncInIs non henL auguero
endre magna consenL auguer susLrud do-
IupLaLeL aL doIorero conuIIaore moIore enL
Iorper IIIs am, con.
¡um veIIquIs aIIs eu Ieu IeugIaL
augueraL aIIquI bIa Iaccummv num quI
bIaorem zzrIIIL accum zzrII uIpuLe mInIs
nuIpuL eugaIL Iorem em zzrIure eum Iure
eI IpIsIsIL exerIIIa ad magna consecLe LIo
dIum aIIs Ip exeraLeL nIssed eLumsan uLpaL
nummv non uLe duIsI. ¡acIpsu scIIIuL verIL
dIgnIm augIam vIm augIam vIm augIam
veI IrIIIquam veIIquI bIam do esLo core
dIgnIam vercIp eL In veI eIIquameLum zzrIL
nIL IrIIIL IuscIIIs nonsecLem IureeLue Iaccum
CONTINUED ON PAGE 4
BorperosLIng eu IeuIsI. Rud LIonuIpuL
veIenIssIs adIgna consed eum venIm In
uLem IncIn voIor sIL nuIIupLaLem quIs
nuIIa cor suscI exer IIIL nIssendIgna IacIIIs
cIduIs aIIs accummv nIaL, consed mIncI-
duIp exeraLIon henL praLem doIesequam
zzrIuscIdunL doIum auL nIm IIIa Ieum quIs
auguer IrIIIs auLpaLu ercIpsummv nuIIa auL
uIpuL Ian verosLrud LaL auL IuL uL essIm In
verIL esequam IIIam IrIL ameL wIs eraesLo
od LIe veIIquam IncI LIonsed LIe LaL. UL Ior
sIm numsandIL acIIIL veIessequam IIIquI LaL
dIon henIameL uIpuLpaL xerIII quIssIs do ea
aIIL vuIIa Ieugue veraL.
GaIL IoreeL acIIIL dIp enIbh ex eros-
LIonuIIa Iaccumsan euIscIduIs nonsequaL
accum zzrIure consenIscI Le consenL
praesed LeL accumsan voIorzzrIure conse-
nIscI Le consenL praesed LeL accumsan voI-
orzzrIure consenIscI Le consenL praesed LeL
accumsan voIorzzrIure consenIscI Le con-
senL praesed LeL accumsan voIorLIs augaIL
nuIpuL adIam, quIs nIL deI euIs nonsequ
aLIonuIIa Iaccum quI LaL doIuLaL, quaL, core
eLum doIorpe rIusLIe doIor suscIIIandre mIn
er am IuscIncInIs non henL auguero endre
magna consenL auguer susLrud doIupLaLeL
CONTINUED ON PAGE 5
HOW CAN YOU HELP?
v|s|l lho wob s|lo ul www.roocross-polorsburg.org
or cu|| us ul 333-234-5678 lor moro |nlormul|on
on how lo vo|unloor or oonulo.
2 Nlam Erlurerlt, Senlsmod Mlng Erostrud
Do|ore Ñum |p ol || u||u u||l |ummooo|or uo|p|s
o|p oug|um, coro mugn|l, consoqu| lul |um ounl.
3 Ex Et Dlt Ea Feugalt Sequat Ül |oro vo||l
w|s|sc|ou|s noslruo lul nos uugu|l vo| ouguoro
commy nu|pul prul.
5 Nls Nls Acldulslm Ipsumsan Henlm Do|um
Atuercl L|uplul|o lo oo oo|l, quumolo oo oo|l,
quumolo oo oo|l, quumolo oo oo|l, quumol, quul
uug|um qu|smo|osonl.
7 Ex Et Dlt Ea Feugalt Sequat Ül |oro vo||l
w|s|sc|ou|s noslruo lul nos uugu|l oo lul nos
uugu|l oo lul nos uugu|l oo|ororo oo|psum u||l,
vor s| b|u louguor uoss|l oo|on|s
INSIDE
LOCAL HEROES Fuc|psu sc|||ul vor|l vo|orpo ruluor
|p|l um |urom vor|usl|n ululum oxoros uugu|l
A PUBLICATION OF THE AMEPICAN PED CPOSS OF PETEPSBUPG COUNTY WINTER 2007
of Petersburg County crossroads
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PowerPoint Templates
These PowerPoint templates can be used for internal and external audiences. Use audio, video and
animation judiciously. Try never to use clip art. When designing a slide, ensure readability by providing
suffcient white space and using an appropriate-sized Arial font—24 point is a good minimum.
These templates are available on the Brand Standards CD or on LogoNet on CrossNet.
Presentation Title goes here
Presentation Subtitle goes here
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PowerPoint Templates
Title goes here
• Text goes here. Text goes here. Text goes here.
• Text goes here. Text goes here. Text goes here.
• Text goes here. Text goes here. Text goes here.
• Text goes here. Text goes here. Text goes here.
• Text goes here. Text goes here. Text goes here.
• Text goes here. Text goes here. Text goes here.
Divider Title goes here
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PowerPoint Templates
Title goes here
• Text goes here. Text goes here.
• Text goes here. Text goes here.
• Text goes here. Text goes here.
• Text goes here. Text goes here.
• Text goes here. Text goes here.
• Text goes here. Text goes here.
Title goes here
• Text goes here. Text goes here.
• Text goes here. Text goes here.
• Text goes here. Text goes here.
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PowerPoint Templates
Another template option
Presentation Title goes here
Presentation Subtitle goes here
Title goes here
• Text goes here. Text goes here. Text goes here.
• Text goes here. Text goes here. Text goes here.
• Text goes here. Text goes here. Text goes here.
• Text goes here. Text goes here. Text goes here.
• Text goes here. Text goes here. Text goes here.
• Text goes here. Text goes here. Text goes here.
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PowerPoint Templates
The images in this version are for placement only. Select your own photos or simply use text.
Section Title goes here.
Presentation Sub-Title goes here.
Title goes here.
Text goes here. Text goes here. Text goes here. Text
goes here. Text goes here. Text goes here. Text goes
here. Text goes here. Text goes here. Text goes here.
Text goes here. Text goes here. Text goes here.
FPO
Title goes here
• Text goes here. Text goes here.
• Text goes here. Text goes here.
• Text goes here. Text goes here.
• Text goes here. Text goes here.
• Text goes here. Text goes here.
• Text goes here. Text goes here.
Title goes here.
Text goes here. Text goes here. Text goes here. Text
goes here. Text goes here. Text goes here. Text goes
here. Text goes here. Text goes here. Text goes here.
Text goes here. Text goes here. Text goes here.
FPO
Title goes here
• Text goes here. Text goes here.
• Text goes here. Text goes here.
• Text goes here. Text goes here.
• Text goes here. Text goes here.
• Text goes here. Text goes here.
• Text goes here. Text goes here.
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E-mail Signatures
Your e-mail signature should be formatted in one of the two versions shown at the bottom of this page:
• Put names, titles and “American Red Cross” in 9-point or 10-point Arial Bold and all other copy in 9-point
or 10-point Arial Regular. Your e-mail signature should always appear in black.
• Currently, it is impossible to embed a Red Cross logo in a signature (except as an attachment).
Don’t try to insert a red cross and then type the words “American Red Cross.” This violates our
graphic standards and undermines both our credibility and our logo.
Like letters, e-mails are business communications. To keep them professional, don’t add cartoons,
artwork, animated fags or any other embellishments to your signature.
You may exclude any items in these examples that are not relevant to you:
John Doe
Health and Safety Director
American Red Cross
of the Greater Lehigh Valley
2200 Avenue A
Bethlehem, PA 18017
(610) 555-1212 (p)
(610) 555-1212 (c)
(610) 555-1212 (f)
doej@usa.redcross.org
John Doe | Health and Safety Director
American Red Cross

of the Greater Lehigh Valley
2200 Avenue A, Bethlehem, PA 18017
(610) 555-1212 (p) | (610) 555-1212 (c)
(610) 555-1212 (f) | doej@usa.redcross.org
Promotional Items
Specialty items such as mugs, pencils, buttons, crystal bowls, paperweights and clocks are used
to promote the Red Cross or to recognize achievements.
• The red and black logo is desirable and must appear on a white background, maintaining white
space equal to at least one arm of the cross (1X) around the logo. If a specialty item has space
limitations regarding the imprint area, come as close to this amount of white space as possible.
• When using a color background, create a white feld for the logo. An inexpensive solution for
using the full logo on color items such as binders or folders is to print the logo on white stickers
and affx them to the color items.
• For metal, wood or glass items that are engraved or etched, the entire logo may appear in the
base material because no color is used in these processes.
• On clear or frosted glass items, the red and black logo may be applied without creating a solid
white background.
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Promotional Items
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Clothing and Patches
• The logo must always appear on a pure white background.
• If color fabric is used, create a white background behind the logotype and the cross. If you
cannot afford to do so, the logotype alone may be used, but it will not have as much impact.
Never put the cross on a colored background.
• The Red Cross logo should be sized appropriately to the item and the material. Most
manufacturers require a minimum height of 3⁄16" for embroidered letters in order to produce
clean, legible type.
• Because of space limitations, it may not be possible to maintain white space equal to one arm
of the cross around the logo. Come as close to this amount as possible.
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Clothing and Patches
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Pins and Jewelry
• The cross alone (without the logotype) may be used on small pins and other jewelry, as the
logotype is generally too small to be readable. Using the cross alone means it can be larger
and thus have more impact. The exception is any pin related to nursing, frst aid and/or
CPR. Such pins must carry the words “American Red Cross.”
• In every case, the cross must be a Greek cross, which is a cross made up of fve equal squares.
• The cross should appear in red on a pure white background. White space equal to one arm of
the cross should be left around the cross or the logo. Because of space limitations, it may not
be possible to retain this much white space, but come as close to this amount as possible.
• If you are not using a color fll, the cross may appear in the color of the material in use—raised
gold on a gold bracelet, for example.
• It is also acceptable to use the shape of the cross as the jewelry shape, for example earring
studs or a pin.
• Some manufacturing processes, such as cloisonné, require that a thin border of metal or other
material appear around the cross, which is acceptable.
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Pins and Jewelry
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In this unique situation, the
cross and logotype may
be divided by the center of
the watch (or clock).
Architecture
• While American Red Cross buildings should have signage using the correct logo to clearly
identify them to the public, architectural designs and similar artwork using only the cross are
acceptable and can enhance the structure’s Red Cross identity.
• In every case, the cross must be a Greek cross, which is a cross made up of fve equal squares.
• The cross may appear in the color of the base material—raised bronze on a bronze
background or etched into marble, granite, etc. It may also be etched into or frosted onto glass.
• The cross may appear in a red material on a white background—red marble inset into white
marble, for example. Insist on seeing a sample of the material to ensure that it is a deep red
shade, rather than light pink.
• The cross can be freestanding and carved out of material such as red granite, white or red
marble, etc. It may also be constructed out of material such as wood and painted red. The paint
should be as close to Red Cross red as possible.
• These architectural elements are decorative devices and not substitutes for external signage
that clearly identifes a building as an American Red Cross facility.
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Architecture
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Illustrations
In illustrations, use the downloaded logo or have the cross and words hand-drawn. The cross
should resemble a Greek cross and appear on a fairly white background. Sometimes a pure white
background isn’t possible because the illustrator needs to add depth and shadows, but come as
close as you can.
Illustrations
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Brand Standards | Page 78
Section 5: More Information

— FAQs
— Legal Considerations
Brand Standards | More Information
Frequently Asked Questions (FAQs)
I have a large inventory of stationery, brochures and other print materials. Do I have to throw
them away?
No. Use the new logos, unit name lockups, colors and fonts as you create new materials or revise
old ones.
Is “Change a life. Starting with your own” our new tagline?
No. It’s the call to action in our 2008 advertising campaign. We don’t have a slogan. While a
slogan or tagline can help bring an organization’s positioning to life, in our case we have had many
slogans over the last 10 years, and our 2007 communication audit showed that some very old
slogans are still in use. Going tagline-free for at least a few years should help us eliminate the use
of all the obsolete slogans.
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Brand Standards | Page 79
Frequently Asked Questions (FAQs)
Why does Blood Services have a tagline? (The need is constant. The gratifcation is
instant. Give blood.
TM
)
The Blood Services tagline is intended to be an emotionally compelling call to action that will
motivate people to donate blood. The tagline was developed based on the Red Cross purpose and
positioning research.
My designer asked me for a vector fle of the Red Cross logo. What is that, and where do
I get it?
A vector fle can be scaled up and down with no change in quality. For the Red Cross logo, an EPS
fle is a vector fle. Direct your designers or printers to www.redcross.org/logos/sig.html or allow
them to borrow your brand CD. Note: Unless you have professional design software (InDesign or
Quark), you’ll be unable to open an EPS fle.
How can I tell if a photograph is large enough to use in my publication?
Unless you have PhotoShop, you can’t. Have a designer evaluate it.
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Brand Standards | Page 80
Frequently Asked Questions (FAQs)
I’m creating a fyer in MS Word. Which kind of logo fle should I use?
Use a JPG. Without professional design software, you can’t work with an EPS fle, and GIFs are
for Web use only.
I’m planning a special event. Am I limited to the fonts and color palette in this book?
If you’re creating a special event graphic, you may choose a typeface other than Akzidenz-Grotesk
or Georgia for the graphic, and you may select one special color outside the approved color
palette. Make sure it doesn’t clash with Red Cross red. Use one of the two approved typefaces for
the text of your invitations, programs and other collateral. These special events should still look and
feel similar to your other communications as they were developed by the same organization.
Brand Standards | Page 81
F
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Legal Considerations
Copyright Notice
Our copyright notice should be used on all marketing materials we create or own.
Our copyright notice can be written as—

©2008 The American National Red Cross
or
(c)2008 The American National Red Cross
• Type size: 6–10 point
• Typeface: Akzidenz-Grotesk Regular or Arial if Akizdenz is not available

Trademark Notice
Our trademark notice should be used on material that includes the Red Cross logo, space permitting.
Our trademark notice can be written as—
The American Red Cross name and logo are registered trademarks of the American Red Cross.
• Type size: 6–10 point
• Typeface: Akzidenz-Grotesk Regular or Arial if Akizdenz is not available

Combined Copyright and Trademark Notice

Our combined copyright and trademark notice should be used on all material we create or own
that includes the Red Cross logo, space permitting.
Our combined copyright and trademark notice can be written as—
©2008 The American National Red Cross. The American Red Cross name and logo are
registered trademarks of the American Red Cross.
or
(c)2008 The American National Red Cross. The American Red Cross name and logo are
registered trademarks of the American Red Cross.
• Type size: 6–10 point
• Typeface: Akzidenz-Grotesk Regular or Arial, if Akizdenz is not available
Brand Standards | Page 82
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A4718-3/08

Introduction The American Red Cross is one of the nation’s best-known and most-respected charities. Yet in today’s world, where the public is bombarded with information and calls for support, it’s more and more difficult to stand out and be remembered. Consequently, it’s more important than ever that we present our organization consistently. We can do this by presenting the same brand identity. With the help of internal and external experts, we have developed a book of easy-to-use brand standards. These standards cover all aspects of our identity: message, voice and tone and appearance. They provide a way for us to make all our communications sound and look as if they are coming from the same organization— and save money and time while we do so. Adopting these standards will help us strengthen our identity and improve our visibility. They will help make American Red Cross communications clearer, more powerful and more effective. Presenting a unified, consistent brand to the public will help enhance our credibility, heighten awareness of all we do, strengthen relationships with our donors and volunteers and ultimately allow us to reach and help more people. That is why I believe we must adopt these standards. We will gain much by doing so. We want this book to be as user-friendly as possible. In the back, you’ll find a CD containing new logos as well as PowerPoint and stationery templates. If you have questions, comments or suggestions about the book or how to apply the standards to your communications, please send them to brandid@usa.redcross.org.

Introduction

Sincerely,

Suzy DeFrancis Chief Public Affairs Officer

.

Table of Contents Section 1: Brand Basics 1 Defining a Brand 3 The Goal of Brand Standards 4 Mission and Fundamental Principles 5 Core Purpose 6 Our Purpose 7 Brand Positioning 9 Brand Attributes and Benefits Section 2: Voice and Tone 11 Voice and Tone 15 Copy and Editorial Guidelines Section 3: Visual Elements 17 Look and Feel 19 Logo History 20 Logo Clear Space 21 Spanish Logo 22 Logo Color 23 Unit Name Lockup Structure 24 Lockups for External Building Signage 25 Logo Standards 26 Logo Violations 28 Alternative Uses of the Cross 32 Typography 34 Color Palette 36 Photography Guidelines 37 Photography Examples 43 Monotone and Duotone Examples 44 Finding Photos Section 4: Applying Brand Basics 45 Logo Size Standards 46 Business Stationery 52 Brochure and Report Covers 58 Newsletters 62 PowerPoint Templates 67 E-mail Signatures 68 Promotional Items 70 Clothing and Patches 72 Pins and Jewelry 74 Architecture 76 Illustrations Section 5: More Information 79 FAQs 82 Legal Considerations Table of Contents Brand Standards | Table of Contents .

.©2008 The American National Red Cross The American Red Cross name and logo are registered trademarks of the American Red Cross.

Section 1: Brand Basics — — — — — — — Defining a Brand The Goal of Brand Standards Mission and Fundamental Principles Core Purpose Our Purpose Brand Positioning Brand Attributes and Benefits Brand Standards | Brand Basics .

.

” A brand is more than just a logo. hear. read and personally encounter Defining a Brand about the American Red Cross. If we are consistent in the way we behave. and we will build and maintain trust. speak. we can increase the public’s understanding of what we do. rational or emotional. sound and look. —William J. Married to the Brand Our brand conveys our credibility. In the long run. Our brand is experienced by the public in what they see. whether it’s tangible or intangible.What Is a Brand. Our messages will be strengthened. a strong brand will help us become a stronger organization. Brand Standards | Page 1 . McEwen. Anyway? Before we talk about brand positioning and brand standards. we should define “brand. And they provide this return each and every time the customer encounters the brand. It is a promise about what an organization is and what benefits it delivers every time people come in contact with it. return to us and recommend us to others. our competence and our caring. Our supporters will remember us. Brands that thrive offer a return to the customer.

It can make us stand out in a cluttered communication environment and improve our fundraising potential. With basic design elements. This can increase public awareness of the Red Cross and our mission and enhance our credibility. You already know what to say and how to say it because you have one underlying message. your design work should be much simpler. and design is simpler because you are working from a set of visual elements. You save time.On a very practical level. 3. For some projects. presenting the Red Cross brand in a consistent way has many benefits: 1. Brand Standards | Page 2 . You save money. examples and templates available. we help the public recognize materials as distinctly ours. you may not need a designer at all. By creating a unique Red Cross identity. Defining a Brand 2. Your efforts are more effective. whether they are found in New England or on the West Coast.

consistent brand for the American Red Cross. These standards will help us establish a greater connection with all of our constituents—financial donors. Brand Standards | Page 3 . Inside these pages. you’ll find a new positioning for the American Red Cross. everything we do on behalf of the brand will reflect the standards laid out in this book. We believe that when we all use these standards. We used our fundamental principles and our purpose (our reason for being) as the foundations to develop our new positioning. volunteers—and those we still need to reach. As a result. the Red Cross brand will become stronger. we will be able to empower more people to change lives. This book was designed with the help of internal and external experts to provide easy-to-use guidance and standards to present a unified. Ideally. The result will be communications that are more powerful and more effective.The Goal of Brand Standards Who are we? What do we stand for? How do we communicate that? This brand standards The Goal of Brand Standards book was created to help you understand the answers to these questions and more. blood donors.

The American Red Cross Mission

Mission and Fundamental Principles

The American Red Cross, a humanitarian organization led by volunteers and guided by its congressional charter and the fundamental principles of the International Red Cross Movement, will provide relief to victims of disasters and help people prevent, prepare for and respond to emergencies.

Fundamental Principles

Deep within the heart of our organization, there are seven fundamental principles that guide all our work. These are our organization’s essential and enduring tenets—guiding principles that have value and importance and are the basis of everything that we do. They also shape the way the public perceives us.

In all of our work, we are guided by the seven fundamental principles of the International Red Cross Movement:
HUMANITY IMpArTIAlITY VolUNTArY SerVIce NeUTrAlITY INdepeNdeNce UNIVerSAlITY UNITY

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Core Purpose

Core Purpose is an organization’s fundamental reason for being. An effective purpose reflects the importance people attach to the institution’s work—it taps their idealistic motivations — and gets at the deeper reasons for an organization’s existence beyond just making money. —Jim Collins, Built to Last

Core Purpose

Our core purpose sums up the difference that we are trying to make in the world. It is in our DNA—it should not change. It moves beyond quantifiable goals to the deeper meaning of our organization. Purpose is not created; it is discovered. Our purpose should guide every decision we make, but it should only be expressed internally. It is not a tagline for the outside world to view.

Months of research involving employees, volunteers, blood and financial donors and corporate partners went into discovering and articulating our purpose.

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Our Purpose

Empowering people in America to perform extraordinary acts in the face of emergency situations

All the elements of our brand align with the core purpose of the Red Cross. In addition to our fundamental principles and the Red Cross mission, these elements include the functional

Our Purpose

attributes and the rational and emotional benefits of our brand. These are further supported by our brand positioning and personality and the voice and tone of our communications. Each of these elements is defined in the following pages.

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When you rise to met the challenge. When emergencies strike. It essentially defines what sets us apart. That is. you position the product in the mind of the prospect. — Al Ries and Jack Trout.Brand Positioning …positioning is not what you do to a product. A strong brand positioning will be unique to us. Just keep in mind that brand positioning is created and can change over time as the market environment shifts. Positioning is what you do to the mind of the prospect. Positioning defines what our brand stands for as it relates to other organizations trying to reach the same groups. Purpose is discovered and never changes. lives can suddenly take a different path. Our Positioning Be a part of a life-changing experience. Positioning: The Battle for Your Mind Brand Positioning Brand positioning evolves. Brand positioning is shaped by the current marketing environment and by the purpose of the organization. core purpose is constant. Positioning is what a brand stands for in the mind of the consumer. Brand Standards | Page 7 . everyone’s life begins changing for the better—including your own.

photography and more. Brand Positioning Use the positioning as the basis for developing communications for the American Red Cross. our positioning and the accompanying benefits and attributes provide direction and can help us stay focused. They can guide our efforts to make sure that what you create is in line with what our Red Cross brand is always trying to accomplish. We can use our positioning to create a unique place for the Red Cross in their minds based on what is important and relevant to them.What the Positioning Means to You Positioning is based on what and who the Red Cross is. typography. When you write or design. refer to the positioning. Does it seem consistent? Could words or images be adjusted to better match up with our brand model? In the next sections. tone. positioning takes into account the needs and wants of our volunteers and blood and financial donors. we’ll show you how to put all this into action with specific directions on voice. Whether you are writing or designing. Brand Standards | Page 8 . And most important. copy and editorial guidelines.

fundamental principles. Benefits represent the rational or emotional characteristics that donors feel are directly related to us. and it allows them to aid others in times of need. “How do we affect you?” This describes how people view our services and think of us.Brand Attributes and Benefits We’ve covered our mission. Definitions of Functional Attributes and Emotional and Rational Benefits Functional attributes answer the question. Emotional benefits answer the question. The Red Cross helps people in times of need. Brand Standards | Page 9 . prepare and respond to emergencies. “How do we make you feel?” Being involved allows people to feel good about themselves. purpose and positioning. what services do we provide?” We provide relief to victims of disasters and help people prevent. Now let’s look at our Brand Attributes and Benefits functional attributes and rational and emotional benefits. “Objectively. Rational benefits answer the question.

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Section 2: Voice and Tone — Voice and Tone — Copy and Editorial Guidelines Brand Standards | Voice and Tone .

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it’s time to see how they are expressed through voice and tone. Using these principles. we’ll provide some examples of these traits. we ask— if we were a person.The Red Cross Voice and Tone Now that you’re familiar with our purpose and our positioning. our voice and tone provide people with another very powerful way to recognize and relate to our brand. Brand Standards | Page 11 . Our personality traits are rooted in our fundamental principles. Through the words we choose. The key to communicating in the Red Cross voice is knowing and understanding our brand personality traits and how to express them in your writing. It’s the way we bring them to life. and how would we express ourselves? Distilling those principles. who would we be. the personality of the Red Cross is best represented as— Voice and Tone PASSIONATE HUMAN GENUINE TRUSTWORTHY On the next few pages.

Kind. no matter who they are. Our voice is passionate. down-to-earth. no matter what their backgrounds. Our words are heartfelt. aCCessible. dynamiC. We are motivated to help those in need. inspired. We believe in our mission. We respond because we care. WE ARE HUMAN. dediCated. We know that when you’ve lost everything. Committed.WE ARE PASSIONATE. Compassionate. earnest. no matter where they live. Brand Standards | Page 12 . someone who will listen can make a difference. We help people connect with others to be part of something bigger than themselves. Our voice is human. sensitive. We are Voice and Tone willing to work hard and go the extra mile to help people.

straightforward. Brand Standards | Page 13 . Our call to action is clear. We work to make sure blood is there when a patient needs it. believable. we will be there to help. We strive to be good stewards of the public’s trust. Simply. We try to feature real people in the stories we tell. real.WE ARE GENUINE. When there is a disaster. Our words are reassuring. responsible. honest. Our voice is genuine. We are real and true in what we are saying. authentiC. Our voice is trustworthy. Credible. prinCipled. The words we use are honest and forthright. reliable. sinCere. WE ARE TRUSTWORTHY. We use facts to Voice and Tone tell our story. we are trying to change lives by empowering people.

Brand Standards | Page 14 . We prepare for the worst and hope for the best. starting with your own. Voice and Tone Volunteering says a lot about who you are. compassionate volunteers are the heart and soul of the Red Cross. needs blood. Seventeen percent of people say they don’t give blood because they “never thought about it.Examples of Appropriate Voice and Tone Take three simple steps to get ready for an emergency: Get a kit. Get vital Red Cross training before a disaster strikes. Make a plan. and join us as we help our neighbors in need. Your generosity has helped us take care of people for more than 125 years. it can change your life while it changes the lives of others. When you take action. Please give. Give blood today and change a life.” Every two seconds.S. someone in the U. Be informed. Committed. The American Red Cross works with a global network of Red Cross and Red Crescent societies to restore hope and dignity to the world’s most vulnerable people.

org/every/communicate/style. Inc.redcross. go to https://crossnet.pdf.Copy and Editorial Guidelines In general. Unabridged. For specific Red Cross style and grammar guidelines when writing copy. Webster’s Tenth New Collegiate Dictionary is good as a desk reference and for checking word division. Spelling follows Webster’s Third New International Dictionary. Brand Standards | Page 15 . The important thing is to be consistent and appropriate in each communication piece that is developed.). we follow the editing style of The Chicago Manual of Style (the University of Chicago) Copy and Editorial Guidelines and Words into Type (Prentice Hall.

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Section 3: Visual Elements — — — — — — — — — — — — — — — — Look and Feel Logo History Logo Clear Space Spanish Logo Logo Color Unit Name Lockup Structure Lockups for External Building Signage Logo Standards Logo Violations Alternative Uses of the Cross Typography Color Palette Photography Guidelines Photography Examples Monotone and Duotone Examples Finding Photos Brand Standards | Visual Elements .

Look and Feel

In these pages, you’ll find a complete set of design standards. These standards are intended to ensure a strong, consistent visual identity. While some basics must be strictly adhered to, the goal isn’t to stifle creativity. It’s to provide building blocks and direction that will help us create materials that the public will come to recognize as ours. When the look and feel of our materials work with our voice and tone to support our positioning and our purpose, we can build more emotional and enduring connections with our constituents.

Look and Feel

That’s why it’s our duty as ambassadors of the brand to protect, support and communicate our brand clearly and consistently in everything we say and do. The best way to start is to read through this section—and share it with Red Cross colleagues who develop communications. If you have questions, e-mail brandid@usa.redcross.org.

TYPOGRAPHY

LOGO

LOOK AND FEEL

COLOR

PHOTOGRAPHY

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The core design elements are the essential visual elements of our brand—the logo, typography, color palette and photography—are the starting point for any Red Cross communication. Below is a brief description of each design element. The following pages will take you through the specifics.

LOGO

Look and Feel

Our logo is one of our most valuable assets—one that is instantly recognized and trusted worldwide.

TYPOGRAPHY
When used correctly, typography can convey image and feeling every bit as much as—and sometimes more than—photography.

COLOR
Our use of color should always enhance and complement our logo, never overwhelm it.

PHOTOGRAPHY
Before we read the words, we see the images. Choosing the right ones will convey a positive impression of our brand.

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History of the Red Cross Logo In 1864. our organization is strengthened and communicates a unified message. The red cross is one of the most recognized symbols in the world. Logo History The American Red Cross Logo It is up to all of us to serve as stewards of one of our most valuable assets—our logo— a logo that stands as a worldwide symbol of goodwill and humanitarianism. and by using it consistently. In peacetime. programs and products connected with the humanitarian mission and activities of the Red Cross. Our logo consists of two parts: the red cross and our logotype (the words that say “American Red Cross”). Brand Standards | Page 19 . A trusted and respected emblem is invaluable. The Red Cross emblem continues to be an internationally recognized symbol of protection and neutrality during war and conflict. the Geneva Convention chose a red cross emblem as a symbol of protection and neutrality. the Red Cross emblem identifies people.

if you are an outside designer or firm. such as unit names) should impede this minimum clear space.redcross.org/logos/sig. A blue “A” is next to and underneath the stacked American Red Cross logo to illustrate that clear space equal to the height of the uppercase “A” must be maintained at all times around the logotype. from www. Please discard any logos acquired before January 30. The logotype alone should be used rarely and only when it is Logo Clear Space impossible to print on a white background or when colors other than red and black are used. No graphic elements or typography (except the inclusive elements of the signature lockup. One use would be on multipart forms where colored papers are used.Logo Clear Space A minimum clear space equal to one arm of the cross (1X) must be maintained at all times around the logo. keep a larger clear area. and use logos from the Brand Standards CD. They have been modified slightly for greater impact and readability. 2008. Whenever possible. LogoNet on CrossNet or.html. Brand Standards | Page 20 . 1X [ 1X [ A[ A[ The logos shown above are new.

html. This is the only non-English version of the Red Cross logo. Brand Standards | Page 21 . if you are an outside designer or firm. Many Spanish-speaking areas use the English version of the logo. They have been modified slightly for greater impact and readability. from www. 2008.org/logos/sig. Please discard any logos acquired before January 30.Spanish Logo The Red Cross logo is available in Spanish. and this is encouraged. and use logos from the Brand Standards CD. Spanish Logo The logos shown above are new.redcross. All of the same guidelines and requirements still apply. LogoNet on CrossNet or.

1 Red and black have the most impact! Always strive to use this version. 3 The logo may appear in all black for black-and-white ads or when budget constraints are an issue. 4 Use type alone when you cannot print on a white background. The logotype alone may appear in another color. beginning with the recommended color version (1) and ending by using the logotype alone (4). this is preferable.Logo Color Shown below are the four ways to correctly use our logo. Brand Standards | Page 22 . Logo Color 2 When you must use one color.

External companies can access them through www. 2008).html. All chapter and region lockups are available Unit Name Lockup Structure for downloading through ImageNet on CrossNet. so please discard old files.redcross.4X Brand Standards | Page 23 . If you need to create a lockup. The typeface is Akzidenz-Grotesk Regular.Unit Name Lockup Structure On this page. the specifications are shown below. 1X 0.5X Crossroads Chapter ] Leading: 115% of type size 1X 1X Birmingham Area Chapter ] Leading: 115% of type size 0.org/logos/sig. These lockups are new (as of January 30. you’ll see examples of unit name lockups.

redcross.org to request it. and the leading (space between the lines of type) should be set to the size of one arm (1X). Always use black. Note that the logo in the first lockup. It is not included on the CD. which must be viewed from a distance. is available only for buildings.Lockups for External Building Signage Lockups for External Building Signage These new lockups provide readability for external building signage. a one-line horizontal version. 1X 1X 1X 1X 2/3X Type: Title Case / Berthold Akzidenz-Grotesk Regular Type: Title Case/Akzidenz-Grotesk Regular Size: 2/3X Virginia G. The typeface for the unit name in building signage is Akzidenz-Grotesk Regular. Piper Center Grand Canyon Chapter Grand Canyon Chapter Brand Standards | Page 24 . Please send an e-mail to brandid@usa. If you need to include the building or unit name. the type size should be two-thirds the size of one arm of the cross.

such as pins and jewelry. Logo Standards • Use the downloaded artwork from the brand CD. from www.org/logos/sig. the red and black logo may be applied without creating a solid white background. LogoNet on CrossNet or.redcross. • You may enlarge or reduce the logo as a whole but do not alter the relationship between the elements.Logo Standards Here are some specific rules to follow that will help maintain consistency when you use our logo. • On clear or frosted glass.html. • Do not screen the logo or reverse it out of a color background. Brand Standards | Page 25 . • The logo must always appear on a white background. if you are an outside designer or firm. with a few exceptions.

must be left around the logo and lockups. O. and we’ll respond promptly. Minimum white space. If you are unsure about whether a design meets graphic standards. CA 90406 1X Do not create a field of white for the cross only. Brand Standards | Page 26 .redcross. Akzidenz-Grotesk or Arial must be used. The entire logo must appear on a field of pure. equal to the length of one arm (1X) of the cross.org. use a different color or font or re-create it in any way. enlarge or rearrange one element.Logo Violations The following samples are the most common misuses of the American Red Cross logo. e-mail us at brandid@usa. of Santa Monica P. Logo Violations American Red Cross Do not alter the cross or logotype. bright white. Box 1208 150 Eleventh Street Santa Monica.

use the logotype alone. American Red Cross Blood Drive 335 meals served 112 families sheltered 173 lives saved Do not use drop shadows. If you must use colored paper. print or photocopy the logo over a photograph or on colored paper. run type over the cross or use other graphic devices to alter the logo in any way. as bullets or borders or in other graphic contrivances. The cross and logo are not design elements and should never be used in repetitive patterns. Brand Standards | Page 27 .Logo Violations 1-800-GIVE LIFE Red Cross Employee Guidelines Do not superimpose. Do not add to—or eliminate—any portion of the logo.

It is outlined on these two pages. a small group of field and national headquarters staff.org.redcross. The Brand Team will evaluate each design and respond with approval. This is required even if you believe your design is consistent with the new guidance. Based on the recommendations of an internal group as well as an external group of brand experts from some of the leading brands in the United States. disapproval or a request for revision. all proposed uses must be submitted to the Brand Team. • The cross may be used alone in a design where it adds meaning to the message and where it is accompanied by the entire logo on the same page or viewing area. Brand Standards | Page 28 . Please remember that exceptions to the standards should be rare. To ensure that this flexibility enhances the Red Cross brand. we have developed new guidance. Allow five working days for this review.Alternative Uses of the Cross Many have requested more flexible standards for the use of the Red Cross logo. The logo communicates that the message is coming from the American Red Cross. This is a Alternative Uses of the Cross challenging area since it’s vitally important that we protect the logo and ensure that it continues to generate recognition and respect and maintain its trademark status. E-mail your design to brandid@usa.

The logo communicates that the message comes from the American Red Cross. In all cases. based on the context (see ad and poster).Alternative Uses of the Cross The cross must be the Alternative Uses of the Cross approved Red Cross— five equal squares. Exceptions to the white background are possible. Brand Standards | Page 29 . in Red Cross red—and it must appear on a white background. • You may use objects that represent the Red Cross mission to create a cross shape if the logo appears on the same page or viewing area. the shape should have arms of equal length and should appear in Red Cross red on a white background.

On a T-shirt. a small Red Cross logo should appear somewhere on the item. it could appear on the sleeve or on the back just below the neckline.Alternative Uses of the Cross • On vintage-themed promotional or marketing Alternative Uses of the Cross items. Ideally. the red cross may appear in a white circle with the words American Red Cross around it. Brand Standards | Page 30 .

this design approach is not acceptable. Consequently. Below are some of these examples. Brand Standards | Page 31 .Alternative Uses of the Cross Designs that include patterns or pictures within a cross are more difficult to associate with Alternative Uses of the Cross the Red Cross.

Akzidenz-Grotesk and Georgia.org.). The organic character shapes of Georgia provide a good complement to Akzidenz-Grotesk when a serif typeface (one with “tails” or small protrusions at the tops and bottoms of letters) is required. should be used on all printed materials. ads. When Akzidenz-Grotesk is not available. Its bold version can be used for subheads but is not recommended for use in headlines. e-mail brandid@usa. as well as novelty and promotional items. Uppercase and lowercase. Organizations that have developed high-equity brands use consistent typographic styles to bring a distinct tone and manner to all of their communications. Georgia Regular can also be used for body copy in long documents such as newsletters and reports. rag right ( just as you see it on this page). and it has bold and modern character shapes. Georgia is a standard typeface included on most operating systems (Windows XP. See the examples in Section 4. We recommend that you set it as uppercase and lowercase. Brand Standards | Page 32 . rag right is the recommended usage. Akzidenz-Grotesk is our headline font. such as stationery. Typography Akzidenz-Grotesk is our sans-serif font (sans-serif fonts do not have “tails” or small protrusions at the tops and bottoms of letters). It can also be used for subheads and for body copy. Vista. Consistent use of typography helps create a distinct visual identity. flush left. which is available on most operating systems.Typography The primary typefaces in the American Red Cross identity system. Akzidenz-Grotesk should be installed on all Red Cross computers. etc. Akzidenz was chosen for two reasons: It is the font used in the Red Cross logotype. newsletters and brochures. If it is not. Mac OS. substitute Arial.redcross. flush left.

Akzidenz-Grotesk Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!@#$&* Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!@#$&* ABCDEFGHIJKLMNOPQRSTUVWXYZ Medium Typography abcdefghijklmnopqrstuvwxyz1234567890!@#$&* Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!@#$&* Super ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!@#$&* (Italic versions of all but Akzidenz Super are available.) Georgia Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!@#$&* Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!@#$&* ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!@#$&* Brand Standards | Page 33 Bold .

In our case. Color can emotionally connect us with our audience and work to make our communications more noticeable and memorable. Web site or any other communication piece. red. youthful colors like PMS 542.Color Palette Color is an important design element when used to express the Red Cross brand. PMS 485. Any of our secondary colors can be used with our primary colors. Section 4 will show examples that illustrate how to use the color palette to enhance our communications. Used well. 376 and 130. known internally as “Red Cross Red. white and Color Palette black have tremendous impact and reflect the straightforwardness of our brand. Brand Standards | Page 34 . The secondary palette covers a wide range. Primary Colors PMS 485 CMYK: C0 M100 Y100 K0 RGB: R255 G0 B0 WEB: #FF0000 Black CMYK: C0 M0 Y0 K100 RGB: R30 G30 B30 WEB: #1E1E1E White CMYK: C0 M0 Y0 K0 RGB: R255 G255 B255 WEB: #FFFFFF Secondary colors have been selected to complement and give depth and tone to our primary colors. but please use no more than one or two at a time. When used together effectively.” must always be considered our signature color. from subtle colors like PMS 4535 and 5513 all the way to more vibrant. color can set the right tone and project the proper mood for a brochure.

5. When choosing colors. When possible. 4. Here are a few principles to consider when choosing color combinations: 1. let one color be dominant and the other colors complement and contrast with it. And never use green on top of red (or vice versa) because those colors vibrate to the human eye.Secondary Colors PMS 4535 CMYK: C5 M7 Y32 K10 RGB: R209 G201 B157 WEB: #D1C99D PMS 5513 CMYK: C28 M2 Y8 K5 RGB: R181 G208 B209 WEB: #B5D0D1 PMS 451 CMYK: C17 M13 Y45 K34 RGB: R154 G153 B110 WEB: #9A996E PMS 540 CMYK: C100 M57 Y12 K61 RGB: R0 G51 B89 WEB: #003359 Secondary Colors PMS Cool Gray 6 CMYK: C18 M11 Y8 K23 RGB: R173 G175 B175 WEB: #ADAFAF PMS 542 CMYK: C64 M19 Y1 K4 RGB: R100 G160 B200 WEB: #64A0C8 PMS 376 CMYK: C53 M0 Y96 K0 RGB: R122 G184 B0 WEB: #7AB800 PMS 130 CMYK: C0 M30 Y100 K0 RGB: R240 G171 B0 WEB: #F0AB00 Color Palette We have three primary colors and eight secondary colors that allow for a variety of color combinations. 2. 3. Always use colors that contrast with each other (light and dark). Brand Standards | Page 35 . Always use color to make type legible and never use a light color for type on a light background or a dark color for type on a dark background. try to use our primary and secondary colors at 100 percent.

simple is usually best. know what you want to say. Whenever we communicate. So first. then to what is in the foreground and finally to what is sharpest in the picture. read an ad or at least skim a report they are too busy to read. The eye goes first to the brightest part of the photo. Here are some criteria for selecting good photos. Brand Standards | Page 36 . make sure the range of photos you choose shows the diversity of the organization and the people we serve. So the most important things in the photo will be bright. A few more important considerations: When you create a brochure or report. we want to tell people what we do and how we do it—and tell them clearly.Photography Guidelines A good photograph can catch people’s eyes and prompt them to pick up a brochure. Finally. Second. in sharp focus and in the foreground. A good photo will convey that message even without a caption. look closely at the photo. It can tell a story faster than two paragraphs Photography Guidelines of great copy.

compassion. caring.Photography Examples Show hope. Photography Examples Brand Standards | Page 37 .

Choose photos that aren’t sensational and that are respectful Photography Examples of those people. Till Mayer/IFRC Brand Standards | Page 38 .Photography Examples When a disaster first happens. sometimes you have to show the magnitude of the event and how people have been affected.

helping.Photography Examples You can show that the Red Cross is there. Photography Examples Brand Standards | Page 39 . without a Red Cross worker in the picture.

Avoid closeups of needles.Photography Examples Blood donors should look happy and show pride. Photography Examples Brand Standards | Page 40 .

strong photos of Red Cross people at work. Brand Standards | Page 41 . you may find some photos like these set a mood and complement the other photos being used. Photography Examples Avoid photos of Red Cross vehicles without showing people delivering service.Photography Examples Select simple. However.

they should be clear and simple.Photography Examples Since health and safety and preparedness photos are usually staged to show specific actions or training. Photography Examples Brand Standards | Page 42 .

adjusting the duotone curve: black 0 to 100 percent and red 0 to 50 percent. This is the only duotone curve that should be used. then adjust the levels to balance the black. gray and white areas. convert to a black and red duotone. take your monotone image. For a duotone. follow the specs below. Brand Standards | Page 43 . For a monotone. take your color image and convert to grayscale.Monotone and Duotone Examples Monotone and Duotone Examples If you choose to use a monotone or duotone.

Brand Standards | Page 44 . For events after 2005.redcross. Form 5244. Finding Photos If you or someone in your unit is taking photographs.Finding Photos Visit ImageNet on CrossNet. e-mail ortizj@usa. and we own them. Unless otherwise noted. If you don’t see what you need. is posted in the Forms section on CrossNet and may also be ordered from GSD. high-resolution files are posted there for download. we have releases on all these photos. always get signed information releases. The information release form. since ImageNet contains just a fraction of the Red Cross photo collection.org and describe what you are looking for.

Section 4: Applying Brand Basics — — — — — — — — — — — Logo Size Standards Business Stationery Brochure and Report Covers Newsletters PowerPoint Templates E-mail Signatures Promotional Items Clothing and Patches Pins and Jewelry Architecture Illustrations Brand Standards | Applying Brand Basics .

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When the American Red Cross logo is used in print. .5" x 11" 8.45" 11" x 8.Logo Size Standards: Minimums To maintain the visibility and legibility of the American Red Cross logo.5" application size = 5% of 11" or 0. the minimum proportional size of the red cross should be at least five percent of the longer length Logo Size Standards (either width or height) of the page.5" x 11" application size = 5% of 11" or 0. it must not be used smaller than the minimum sizes specified below.55" 4" x 9” 8.55" 4" x 9" application size = 5% of 9" or 0.55" 11" x 8.45" Regardless of page size. Print Minimum: 3/8" On-Screen Minimum: 40 pixels Brand Standards | Page 45 . the print minimum is 3/8" high and the on-screen minimum is 40 pixels.55" .5" .

flush left Unit name = 7.centex. Business card size = 3. then to “Administer Your Unit” and then to “Order Supplies. Business cards are important. address and telephone numbers = 7/9 Akzidenz-Grotesk Regular.5" x 2" Name = 9/9 Akzidenz-Grotesk Super. as they are often the first printed impression of our organization.redcross.” 3/16" 1 7/16" 3/16" 7/16" of Central Texas 2218 Pershing Drive Austin.5 Akzidenz-Grotesk Regular. or download unit name lockup from ImageNet on CrossNet Brand Standards | Page 46 . flush left. To order.org The top of the letters should align with the “A” in “American.Business Stationery: Business Cards Below is the layout for American Red Cross business cards. The American Red Cross has a national contract for business cards and stationery to ensure adherence to our new brand standards.5/8. flush left Title.org www. Business Stationery Business cards should be professionally printed. go to CrossNet.” Jane Doe Communication Director 1/4" You may print the reverse side of the card solid red and reverse out the mission statement in 9/10 Akzidenz-Grotesk Medium.redcross. TX 78723 Tel (512) 555-0000 Fax (512) 555-0000 Cell (512) 555-0000 Pager (512) 555-0000 jdoe@centex.

To order.” Business Stationery Below is the layout for American Red Cross #10 envelopes. AZ 85015 #10 envelope size = 9. or download unit name lockup from ImageNet on CrossNet Brand Standards | Page 47 . The American Red Cross has a national contract for business cards and stationery.5/12 Akzidenz-Grotesk Regular. go to CrossNet. 7/16" 3/8" 5/8" 1X Grand Canyon Chapter 6135 N. flush left Unit name = 10. Black Canyon Highway Phoenix.25" Address = 8/10 Akzidenz-Grotesk Regular.Business Stationery: Envelopes Letterhead and #10 envelopes should be professionally printed. flush left.5" x 4. then to “Administer Your Unit” and then to “Order Supplies.

5" 5/8" Business Stationery 5/8" Grand Canyon Chapter 6135 N. flush left.org Letterhead size = 8.arizonaredcross.Business Stationery: Letterhead Below is the layout for American Red Cross letterhead. Black Canyon Highway Phoenix. 1.25" 2.5" x 11" Address. AZ 85015 Tel (602) 555-1212 Fax (602) 555-1212 www. phone numbers and Web site = 8/10 Akzidenz-Grotesk Regular. flush left Unit name = 10.5/12 Akzidenz-Grotesk Regular. or download unit name lockup from ImageNet on CrossNet Brand Standards | Page 48 .

5" 1. CA 94611 Tel (510) 555-0000 1. or download unit name lockup from ImageNet on CrossNet Brand Standards | Page 49 . phone numbers and Web site = 8/10 Akzidenz-Grotesk Regular. flush left Address. VT 05701 Tel (802) 786-2189 Fax (802) 773-0541 Office name = 8/10 Akzidenz-Grotesk Medium Italic. Box 514 Hartford. CA 94105 Tel (415) 555-0000 Oakland Service Center 3901 Broadway Oakland. VT 05047-0514 Tel (802) 295-3635 Central Vermont Branch 52 Pike Drive Berlin.5/12 Akzidenz-Grotesk Regular.5" 2" 5/8" Business Stationery 5/8" Bay Area Chapter Headquarters 85 Second Street. VT 05602 Tel (802) 223-3701 Rutland Branch 43 Route 4 east Rutland. flush left Unit name = 10.Business Stationery: Letterhead with Multiple Addresses 1.25" 1. 8th Floor San Francisco. flush left.O.5" 2" of Central Vermont — New Hampshire Valley Headquarters 1248 Maple Street P.

phone numbers and Web site = 8/10 Akzidenz-Grotesk Regular. or download unit name lockup from ImageNet on CrossNet Heading = 8/10 Akzidenz-Grotesk Bold.org 2008 OFFICERS Chair First Name Last Name Vice-Chair First Name Last Name Secretary First Name Last Name Treasurer First Name Last Name BOARD OF DIRECTORS Term Expires 2008 First Name Last Name First Name Last Name First Name Last Name First Name Last Name First Name Last Name Term Expires 2009 First Name Last Name First Name Last Name First Name Last Name First Name Last Name First Name Last Name First Name Last Name Term Expires 2010 First Name Last Name First Name Last Name First Name Last Name Executive Director First Name Last Name 6" Address.Business Stationery: Letterhead with Board List 1. AZ 85015 Tel (602) 555-1212 Fax (602) 555-1212 www. flush left • Subheading = 8/10 Akzidenz-Grotesk Medium Italic. Black Canyon Highway Phoenix.arizonaredcross. flush left Brand Standards | Page 50 .5" 5/8" Business Stationery 5/8" Grand Canyon Chapter 6135 N. flush left Unit name = 10. flush left. flush left Names = 8/10 Akzidenz-Grotesk Light.25" 2.5/12 Akzidenz-Grotesk Regular.

flush left.arizonaredcross. Black Canyon Highway Phoenix.25" 2.5/12 Akzidenz-Grotesk Regular. AZ 85015 Tel (602) 555-1212 Fax (602) 555-1212 www.75" wide Brand Standards | Page 51 . or download unit name lockup from ImageNet on CrossNet United Way logo = .75" Address.org .5" 5/8" Business Stationery 5/8" Grand Canyon Chapter 6135 N.Business Stationery: Letterhead with United WayTM Logo 1. flush left Unit name = 10. phone numbers and Web site = 8/10 Akzidenz-Grotesk Regular.

catalogs and Brochure and Report Covers reports. Feel free to copy the layouts and color combinations or use them for inspiration.5" x 11" • Title = 72/72 Akzidenz-Grotesk Light • Subtitle = 15/20 Akzidenz-Grotesk Bold ALL CAPS Brochure size = 4" x 9" • Title = 44/44 Akzidenz-Grotesk Light • Subtitle = 12/15 Akzidenz-Grotesk Bold ALL CAPS Brand Standards | Page 52 .Brochure and Report Covers Below and on the following pages you’ll find sample covers for brochures. Lorem Ipsum Dolorsit Ametconcei cAteur Lorem Ipsum Dolorsit Ametconcei cAteur Consei Eletsedim Nonu Consei Eletsedim Nonu Lorem ipSum doLor Sit Amet conSei tcAteur AdiScin eLetSed Lorem ipSum doLor Sit Amet conSei tcAteur AdiScin eLetSed Brochure size = 8.

Brochure and Report Covers Brochure and Report Covers Giat Utatis Et Enisse Lorem Ipsum Lorem Ipsum Dolosit Ametconcei cAteur SequAmet Ullut Magnissi Irit Iure Consei Eletsedim Nonu Consei Eletsedim Nonu Lorem ipSum doLor Sit Amet conSei tcAteur AdiScin etetSed Consei Eletsedim Nonu Lorem ipSum doLor Sit Amet conSei tcAteur AdiScin etetSed mincip euiSSequiSi eSe veLiS do eu fAcidunt AdipiSciLiSi Brochure size = 8.5" x 11" • Title = 72/72 Akzidenz-Grotesk Light • Subtitle = 15/20 Akzidenz-Grotesk Bold ALL CAPS Brochure size = 4" x 9" • Title = 44/44 Akzidenz-Grotesk Light • Subtitle = 12/15 Akzidenz-Grotesk Bold ALL CAPS Brand Standards | Page 53 .

more youthful colors in our Brochure and Report Covers secondary color palette. Lorem Ipsum Dolorsit Ametconcei cAteur Lorem Ipsum Dolorsit Ametconcei cAteur Consei Eletsedim Nonu Consei Eletsedim Nonu Lorem ipSum doLor Sit Amet conSei tcAteur AdiScin eLetSed Lorem ipSum doLor Sit Amet conSei tcAteur AdiScin eLetSed Brochure size = 8.Brochure and Report Covers The layouts on this and the following page use the brighter.5" x 11" • Title = 72/72 Akzidenz-Grotesk Light • Subtitle = 15/20 Akzidenz-Grotesk Bold ALL CAPS Brochure size = 4" x 9" • Title = 44/44 Akzidenz-Grotesk Light • Subtitle = 12/15 Akzidenz-Grotesk Bold ALL CAPS Brand Standards | Page 54 .

Brochure and Report Covers Brochure and Report Covers Giat Utatis Et Enisse Lorem Ipsum Lorem Ipsum Dolosit Ametconcei cAteur SequAmet Ullut Magnissi Irit Iure Consei Eletsedim Nonu Consei Eletsedim Nonu Lorem ipSum doLor Sit Amet conSei tcAteur AdiScin etetSed Consei Eletsedim Nonu Lorem ipSum doLor Sit Amet conSei tcAteur AdiScin etetSed mincip euiSSequiSi eSe veLiS do eu fAcidunt AdipiSciLiSi Brochure size = 8.5" x 11" • Title = 72/72 Akzidenz-Grotesk Light • Subtitle = 15/20 Akzidenz-Grotesk Bold ALL CAPS Brochure size = 4" x 9" • Title = 44/44 Akzidenz-Grotesk Light • Subtitle = 12/15 Akzidenz-Grotesk Bold ALL CAPS Brand Standards | Page 55 .

5" x 11" • Title = 125/140 Akzidenz-Grotesk Medium • Subtitle = 65/85 Akzidenz-Grotesk Medium ALL CAPS Brochure size = 4" x 9" • Title = 85/95 Akzidenz-Grotesk Medium • Subtitle = 45/65 Akzidenz-Grotesk Medium ALL CAPS Brand Standards | Page 56 .Brochure and Report Covers Some additional designs Brochure and Report Covers AMET CoNCEI TCATEUR AdISCIN ELETSEd AMET CoNCEI TCATEUR AdISCIN ELETSEd ThAEI Lorem Ipsum dolorsit Sit Amet Tcacteur Lorem Ipsum dolorsit Sit Amet Tcacteur AMET CoNCEI TCATEUR AhT AMET CoNCEI TCATEUR AdISCIN ELETSEd Lorem Ipsum dolorsit Sit Amet Tcacteur Lorem Ipsum dolorsit Sit Amet Tcacteur Brochure size = 8.

• Subtitle = 40/50 Akzidenz-Grotesk Medium ALL CAPS Brand Standards | Page 57 .Brochure and Report Covers Brochure and Report Covers Brochure size = 8.5" x 11" • Title = 335/350 Akzidenz-Grotesk Bold Cond. • Subtitle = 55/75 Akzidenz-Grotesk Medium ALL CAPS Brochure size = 4" x 9" • Title = 200/220 Akzidenz-Grotesk Bold Cond.

of Petersburg County Newsletters Brand Standards | Page 58 . When creating newsletters.Newsletters: Four-Color Versions Below and on the next few pages are sample newsletters. Copy the layouts or use them as inspiration for creating your own. choose a simple format and stick with it.

Newsletters: Four-Color Versions Newsletters Newsletter size (shown) = 8. 11" x 17" (flat) Headlines = Akzidenz-Grotesk Medium • Body Text = 9/12 Georgia Regular Photo Captions = 7/10 Akzidenz-Grotesk Bold and 8/10 Akzidenz-Grotesk Light Box Heading = Akzidenz-Grotesk Medium ALL CAPS • Body Text in Box = 8/11 Akzidenz-Grotesk Medium and Light Date Text = 8/11 Akzidenz-Grotesk Light Italic • Page Numbers = 11/13 Akzidenz-Grotesk Light Brand Standards | Page 59 .5" x 11" (folded).

Newsletters: Four-Color Versions Here is another variation. of Petersburg County Newsletters Brand Standards | Page 60 .

Red Cross red and black.Newsletters: Two-Color Version And here is the same layout using two colors. of Petersburg County Newsletters Brand Standards | Page 61 .

When designing a slide. Presentation Title goes here Presentation Subtitle goes here Brand Standards | Page 62 . These templates are available on the Brand Standards CD or on LogoNet on CrossNet. Use audio. ensure readability by providing PowerPoint Templates sufficient white space and using an appropriate-sized Arial font—24 point is a good minimum. Try never to use clip art. video and animation judiciously.PowerPoint Templates These PowerPoint templates can be used for internal and external audiences.

• Text goes here. Text goes here. • Text goes here. • Text goes here. Text goes here. • Text goes here. Text goes here. Text goes here. Text goes here. Text goes here. • Text goes here. Divider Title goes here Brand Standards | Page 63 . Text goes here. Text goes here.PowerPoint Templates PowerPoint Templates Title goes here • Text goes here. Text goes here. Text goes here. Text goes here. Text goes here.

• Text goes here. Text goes here. • Text goes here.PowerPoint Templates PowerPoint Templates Title goes here • Text goes here. Text goes here. Text goes here. Title goes here • Text goes here. Text goes here. • Text goes here. Text goes here. Brand Standards | Page 64 . Text goes here. • Text goes here. • Text goes here. • Text goes here. Text goes here. Text goes here. • Text goes here. Text goes here. • Text goes here. Text goes here. • Text goes here. • Text goes here. Text goes here. Text goes here.

Text goes here. • Text goes here.PowerPoint Templates Another template option PowerPoint Templates Presentation Title goes here Presentation Subtitle goes here Title goes here • Text goes here. Text goes here. Brand Standards | Page 65 . • Text goes here. Text goes here. Text goes here. Text goes here. Text goes here. Text goes here. Text goes here. Text goes here. • Text goes here. Text goes here. • Text goes here. • Text goes here. Text goes here. Text goes here.

• Text goes here. • Text goes Text goes here. Title goes here. Text goes here. Text goes here. Text goes here. • Text goes here. • Text goes here. Text Brand Standards | Page 66 . Title goes here FPO • Text goes here. Text goes here. Text goes here. Text goes here. Text goes here. • Text goes here. Text goes here. Text goes here. Presentation Sub-Title goes here. Text goes here.PowerPoint Templates The images in this version are for placement only. Text goes • Text goes here. Text goes here. Text goes here. Text goes here. Text goes Text goes here. Select your own photos or simply use text. Text goes here. Text goes here. Title goes here. Text goes here. Text goes here. Text goes here. Text goes here. Text goes • Text goes here. • Text goes here. Text goes here. Text goes here. PowerPoint Templates Section Title goes here. Text goes here. Text goes here. Text goes here. • Text goes here. Text goes here. Text goes here. • Text goes here.here. Title goes here FPO • Text goes here. here. Text goes here.here. Text goes here.here. Text goes here. Text goes here. goes here. Text goes here. Text goes here.

animated flags or any other embellishments to your signature.org Brand Standards | Page 67 . e-mails are business communications. To keep them professional. E-mail Signatures • Currently. artwork. Don’t try to insert a red cross and then type the words “American Red Cross.E-mail Signatures Your e-mail signature should be formatted in one of the two versions shown at the bottom of this page: • Put names. don’t add cartoons. Like letters. PA 18017 (610) 555-1212 (p) | (610) 555-1212 (c) (610) 555-1212 (f) | doej@usa. it is impossible to embed a Red Cross logo in a signature (except as an attachment).org John Doe | Health and Safety Director American Red Cross of the Greater Lehigh Valley 2200 Avenue A. You may exclude any items in these examples that are not relevant to you: John Doe Health and Safety Director American Red Cross of the Greater Lehigh Valley 2200 Avenue A Bethlehem. titles and “American Red Cross” in 9-point or 10-point Arial Bold and all other copy in 9-point or 10-point Arial Regular. PA 18017 (610) 555-1212 (p) (610) 555-1212 (c) (610) 555-1212 (f) doej@usa.redcross.redcross. Bethlehem. Your e-mail signature should always appear in black.” This violates our graphic standards and undermines both our credibility and our logo.

Brand Standards | Page 68 . An inexpensive solution for using the full logo on color items such as binders or folders is to print the logo on white stickers and affix them to the color items. pencils. create a white field for the logo. come as close to this amount of white space as possible. the entire logo may appear in the base material because no color is used in these processes. If a specialty item has space limitations regarding the imprint area. buttons. • When using a color background. maintaining white space equal to at least one arm of the cross (1X) around the logo. • On clear or frosted glass items. • For metal. paperweights and clocks are used to promote the Red Cross or to recognize achievements. crystal bowls. Promotional Items • The red and black logo is desirable and must appear on a white background. wood or glass items that are engraved or etched.Promotional Items Specialty items such as mugs. the red and black logo may be applied without creating a solid white background.

Promotional Items Promotional Items Brand Standards | Page 69 .

but it will not have as much impact. • The Red Cross logo should be sized appropriately to the item and the material. legible type. Most manufacturers require a minimum height of 3⁄16" for embroidered letters in order to produce clean. • If color fabric is used.Clothing and Patches • The logo must always appear on a pure white background. If you Clothing and Patches cannot afford to do so. Never put the cross on a colored background. Come as close to this amount as possible. create a white background behind the logotype and the cross. • Because of space limitations. it may not be possible to maintain white space equal to one arm of the cross around the logo. Brand Standards | Page 70 . the logotype alone may be used.

Clothing and Patches Clothing and Patches Brand Standards | Page 71 .

• The cross should appear in red on a pure white background. • If you are not using a color fill. it may not be possible to retain this much white space. Because of space limitations. The exception is any pin related to nursing. for example.Pins and Jewelry • The cross alone (without the logotype) may be used on small pins and other jewelry. which is acceptable. Such pins must carry the words “American Red Cross. as the logotype is generally too small to be readable. which is a cross made up of five equal squares. first aid and/or CPR. but come as close to this amount as possible. • Some manufacturing processes. Brand Standards | Page 72 . for example earring studs or a pin. require that a thin border of metal or other material appear around the cross.” Pins and Jewelry • In every case. such as cloisonné. the cross may appear in the color of the material in use—raised gold on a gold bracelet. • It is also acceptable to use the shape of the cross as the jewelry shape. the cross must be a Greek cross. White space equal to one arm of the cross should be left around the cross or the logo. Using the cross alone means it can be larger and thus have more impact.

Brand Standards | Page 73 .Pins and Jewelry Pins and Jewelry In this unique situation. the cross and logotype may be divided by the center of the watch (or clock).

Architecture • While American Red Cross buildings should have signage using the correct logo to clearly identify them to the public. • These architectural elements are decorative devices and not substitutes for external signage that clearly identifies a building as an American Red Cross facility. Brand Standards | Page 74 . rather than light pink. the cross must be a Greek cross. white or red marble. etc. • The cross can be freestanding and carved out of material such as red granite. architectural designs and similar artwork using only the cross are acceptable and can enhance the structure’s Red Cross identity. It may also be etched into or frosted onto glass. granite. The paint should be as close to Red Cross red as possible. Insist on seeing a sample of the material to ensure that it is a deep red shade. It may also be constructed out of material such as wood and painted red. for example. etc. which is a cross made up of five equal squares. • The cross may appear in a red material on a white background—red marble inset into white marble. Architecture • The cross may appear in the color of the base material—raised bronze on a bronze background or etched into marble. • In every case.

Architecture Architecture Brand Standards | Page 75 .

Illustrations In illustrations. The cross should resemble a Greek cross and appear on a fairly white background. Sometimes a pure white background isn’t possible because the illustrator needs to add depth and shadows. Illustrations Brand Standards | Page 76 . use the downloaded logo or have the cross and words hand-drawn. but come as close as you can.

Illustrations Illustrations Brand Standards | Page 77 .

Brand Standards | Page 78 .

Section 5: More Information — FAQs — Legal Considerations Brand Standards | More Information .

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Going tagline-free for at least a few years should help us eliminate the use of all the obsolete slogans. and our 2007 communication audit showed that some very old slogans are still in use. FAQs Is “Change a life. Do I have to throw them away? No. It’s the call to action in our 2008 advertising campaign. Use the new logos. Starting with your own” our new tagline? No.Frequently Asked Questions (FAQs) I have a large inventory of stationery. unit name lockups. While a slogan or tagline can help bring an organization’s positioning to life. Brand Standards | Page 79 . in our case we have had many slogans over the last 10 years. brochures and other print materials. colors and fonts as you create new materials or revise old ones. We don’t have a slogan.

Frequently Asked Questions (FAQs) Why does Blood Services have a tagline? (The need is constant. an EPS file is a vector file. Have a designer evaluate it.org/logos/sig. The gratification is instant. For the Red Cross logo. you can’t. The tagline was developed based on the Red Cross purpose and positioning research. How can I tell if a photograph is large enough to use in my publication? Unless you have PhotoShop.html or allow them to borrow your brand CD. What is that. Note: Unless you have professional design software (InDesign or Quark).redcross. Direct your designers or printers to www.TM) The Blood Services tagline is intended to be an emotionally compelling call to action that will motivate people to donate blood. FAQs My designer asked me for a vector file of the Red Cross logo. Brand Standards | Page 80 . and where do I get it? A vector file can be scaled up and down with no change in quality. you’ll be unable to open an EPS file. Give blood.

you may choose a typeface other than Akzidenz-Grotesk or Georgia for the graphic. Make sure it doesn’t clash with Red Cross red. Without professional design software. you can’t work with an EPS file.Frequently Asked Questions (FAQs) I’m creating a flyer in MS Word. I’m planning a special event. Use one of the two approved typefaces for the text of your invitations. programs and other collateral. These special events should still look and feel similar to your other communications as they were developed by the same organization. Which kind of logo file should I use? Use a JPG. Am I limited to the fonts and color palette in this book? FAQs If you’re creating a special event graphic. Brand Standards | Page 81 . and GIFs are for Web use only. and you may select one special color outside the approved color palette.

space permitting. • Type size: 6–10 point • Typeface: Akzidenz-Grotesk Regular or Arial if Akizdenz is not available Combined Copyright and Trademark Notice Our combined copyright and trademark notice should be used on all material we create or own that includes the Red Cross logo. Our copyright notice can be written as— ©2008 The American National Red Cross or (c)2008 The American National Red Cross • Type size: 6–10 point • Typeface: Akzidenz-Grotesk Regular or Arial if Akizdenz is not available Trademark Notice Our trademark notice should be used on material that includes the Red Cross logo. space permitting. or (c)2008 The American National Red Cross. The American Red Cross name and logo are registered trademarks of the American Red Cross. The American Red Cross name and logo are registered trademarks of the American Red Cross. if Akizdenz is not available Legal Considerations Brand Standards | Page 82 . Our combined copyright and trademark notice can be written as— ©2008 The American National Red Cross. Our trademark notice can be written as— The American Red Cross name and logo are registered trademarks of the American Red Cross. • Type size: 6–10 point • Typeface: Akzidenz-Grotesk Regular or Arial.Legal Considerations Copyright Notice Our copyright notice should be used on all marketing materials we create or own.

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A4718-3/08 .

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