Brand identity at a glance

Logo suite
Logo files are available at redcross.org/brand.
Required 2x clear space is indicated by blue lines. 1x=height and width of one arm of the cross.

Button logo family Classic logo family Flat disc logo family

The button logo was inspired by a vintage pin as an engaging
symbol of enthusiastic participation. It is a personal, grassroots
and unique expression for the Red Cross. Use this logo in any of
its three forms for most printed marketing and communications
materials as well as television, Web and email.
The classic logo should be used in disaster situations, corporate materials, Use the flat disc logo when you have a dark background or printing
exterior building signage or when the marketing-oriented button logo is restrictions preclude using the button logo. (Note that the white
not appropriate. circle behind the cross must be present, so this is not suitable for
white backgrounds).

Print minimum sizes Digital minimum sizes Clear space

Clear space minimums (shown above with blue lines) are built into
the logo files.
.275 inches (~7 mm) 26 pixels
Separating button graphic and wordmark
As long as CMYK
minimum
WHITE
CMYK
WHITE size requirements
- 0/0/0/0
- 0/0/0/0
PMSPMS
COOL
CMYK
CMYK
COOL are
GRAY
- 0/0/0/70
followed,
GRAY
11
- 0/0/0/70
11 the
REDRED button
CROSS
CMYK
CROSS
CMYK
REDRED can
(PMS
- 0/100/100/0
(PMS
485)485)
- 0/100/100/0

6 pixels be separated
RGBRGBfrom the wordmark
- 255/255/255
- 255/255/255 and
RGBRGB - scaled
- 109/110/112
109/110/112 on its own. Remember
RGBRGB
- 237/27/46
- 237/27/46
.06 inches (~1.5 mm) HEXHEX
- FFFFFF
- FFFFFF HEXHEX
- 6D6E70
- 6D6E70 HEXHEX
- ED1B2E
- ED1B2E
to include the wordmark in the viewing area.

Color breakdowns WHITE

CMYK - 0/0/0/0
PMS COOL GRAY 11
CMYK - 0/0/0/70
RED CROSS RED (PMS 485)
CMYK - 0/100/100/0
WHITE
CMYK - 0/0/0/0
PMS COOL GRAY 11
CMYK - 0/0/0/70
RED CROSS RED (PMS 485)
CMYK - 0/100/100/0
RGB - 255/255/255 RGB - 109/110/112 RGB - 237/27/46 RGB - 255/255/255 RGB - 109/110/112 RGB - 237/27/46
HEX - FFFFFF HEX - 6D6E70 HEX - ED1B2E HEX - FFFFFF HEX - 6D6E70 HEX - ED1B2E

Primary CMYK
CMYK
RGB
RGB
WHITE
WHITE
- 0/0/0/0
- 0/0/0/0
- 255/255/255
- 255/255/255
PMS
PMS

RGB
RGB
COOL
COOL
CMYK
CMYK
GRAY
GRAY 1111
- 0/0/0/70
- 0/0/0/70
- 109/110/112
- 109/110/112
RED
RED CROSS
CROSS
CMYK
CMYK
RED RED
Neutral
(PMS
(PMS
- 0/100/100/0
RGB
RGB - 237/27/46
- 237/27/46
485)
485)
- 0/100/100/0 LIGHT
LIGHT
GRAY
GRAY(COOL (COOL
GRAYGRAY
3) 3) MED.
MED.
GRAY
GRAY
(COOL(COOL
GRAYGRAY
8) 8) BLACK
BLACK
CMYK
CMYK- 0/0/0/15
- 0/0/0/15 CMYK
CMYK
- 0/0/0/40
- 0/0/0/40 CMYK
CMYK
- 0/0/0/100
- 0/0/0/100
HEX
HEX - FFFFFF
- FFFFFF HEX
HEX - 6D6E70
- 6D6E70 HEX
HEX - ED1B2E
- ED1B2E RGBRGB
- 215/215/216
- 215/215/216 RGBRGB
- 159/159/163
- 159/159/163 RGBRGB
- 0/0/0
- 0/0/0
HEXHEX
- D7D7D8
- D7D7D8 HEXHEX
- 9F9FA3
- 9F9FA3 HEXHEX
- 000000
- 000000

LIGHT GRAY (COOL GRAY 3) MED. GRAY (COOL GRAY 8) BLACK LIGHT GRAY (COOL GRAY 3) MED. GRAY (COOL GRAY 8) BLACK
WHITE PMSCMYK
COOL- 0/0/0/15
GRAY 11 RED CROSS
CMYKRED (PMS 485)
- 0/0/0/40 CMYK - 0/0/0/100 CMYK - 0/0/0/15 CMYK - 0/0/0/40 CMYK - 0/0/0/100
CMYK - 0/0/0/0 CMYK
RGB - -215/215/216
0/0/0/70 CMYK
RGB- -0/100/100/0
159/159/163 RGB - 0/0/0 RGB - 215/215/216 RGB - 159/159/163 RGB - 0/0/0
RGB - 255/255/255 RGBHEX
- 109/110/112
- D7D7D8 RGB - 237/27/46
HEX - 9F9FA3 HEX - 000000 HEX - D7D7D8 HEX - 9F9FA3 HEX - 000000
HEX - FFFFFF HEX - 6D6E70 LIGHTHEX
LIGHT
GRAY -
GRAY ED1B2E
(COOL
(COOL GRAY
GRAY 3) 3) MED.
MED. GRAY
GRAY (COOL
(COOL GRAY
GRAY 8) 8) BLACK
BLACK
CMYK
CMYK - 0/0/0/15
- 0/0/0/15 CMYK
CMYK - 0/0/0/40
- 0/0/0/40 CMYK
CMYK - 0/0/0/100
- 0/0/0/100
RGB
RGB - 215/215/216
- 215/215/216 RGBRGB - 159/159/163
- 159/159/163 RGB
RGB - 0/0/0
- 0/0/0
HEX
HEX - D7D7D8
- D7D7D8 HEX
HEX - 9F9FA3
- 9F9FA3 HEX
HEX - 000000
- 000000 KHAKI
KHAKI
(PMS (PMS4535)
4535) SAND
SAND
(PMS (PMS
7530)
7530) GOLD
GOLD(PMS (PMS
130)130) SAFETY
SAFETY
GREENGREEN(PMS(PMS
360)360) FOREST
FOREST
GREEN GREEN (PMS
(PMS
364)364)
CMYK
CMYK- 0/4/30/11
- 0/4/30/11 CMYK
CMYK
- 0/8/21/32
- 0/8/21/32 CMYK
CMYK
- 0/30/100/0
- 0/30/100/0 CMYK
CMYK
- 58/0/80/0
- 58/0/80/0 CMYK
CMYK
- 65/0/100/42
- 65/0/100/42
RGBRGB
- 226/215/172
- 226/215/172 RGBRGB
- 180/169/150
- 180/169/150 RGBRGB
- 236/183/49
- 236/183/49 RGBRGB
- 142/192/108
- 142/192/108 RGBRGB
- 83/123/53
- 83/123/53
Secondary HEXHEX- E2D7AC
- E2D7AC HEXHEX
- B4A996
- B4A996 HEXHEX
- ECB731
- ECB731 HEXHEX
- 8EC06C
- 8EC06C HEXHEX- 537B35
- 537B35

LIGHT GRAY (COOL GRAY 3) MED. GRAY (COOL GRAY 8) BLACK

SAND
CMYK(PMS 7530)
- 0/0/0/15 GOLD -(PMS
CMYK 130)
0/0/0/40 SAFETY
CMYKGREEN (PMS 360)
- 0/0/0/100 FOREST GREEN (PMS 364)
KHAKI (PMS 4535) SAND (PMS 7530) GOLD (PMS 130) SAFETY GREEN (PMS 360) FOREST GREEN (PMS 364)
CMYK
RGB - 0/8/21/32
- 215/215/216 CMYK
RGB - 0/30/100/0
- 159/159/163 CMYK
RGB- -58/0/80/0
0/0/0 CMYK - 65/0/100/42CMYK - 0/8/21/32
CMYK - 0/4/30/11 CMYK - 0/30/100/0 CMYK - 58/0/80/0 CMYK - 65/0/100/42
RGBHEX- 180/169/150
- D7D7D8 RGB
HEX- 236/183/49
- 9F9FA3 RGB
HEX 142/192/108
- - 000000 RGB - 226/215/172RGB - 83/123/53 RGB - 180/169/150 RGB - 236/183/49 RGB - 142/192/108 RGB - 83/123/53
HEX - B4A996 HEX - ECB731 HEX - 8EC06C HEX - E2D7AC HEX - 537B35 HEX - B4A996 HEX - ECB731 HEX - 8EC06C HEX - 537B35
KHAKI
KHAKI (PMS(PMS 4535)
4535) SAND
SAND (PMS (PMS 7530)
7530) GOLD
GOLD (PMS(PMS 130)
130) SAFETY
SAFETY GREEN
GREEN (PMS
(PMS 360)
360) FOREST
FOREST GREEN
GREEN (PMS
(PMS 364)
364) LIGHT
LIGHT
BLUE BLUE
(PMS (PMS
290)290) SKYSKY
BLUEBLUE
(PMS (PMS
542)542) CLASSIC
CLASSIC
BLUE
BLUE
(PMS (PMS
PROCPROC
BLUE)
BLUE) MIDNIGHT
MIDNIGHT
BLUE BLUE (PMS
(PMS
7692)
7692) DEEP
DEEP
REDRED(PMS (PMS
7622)
7622)
CMYK
CMYK - 0/4/30/11
- 0/4/30/11 CMYK
CMYK - 0/8/21/32
- 0/8/21/32 CMYK
CMYK - 0/30/100/0
- 0/30/100/0 CMYK
CMYK - 58/0/80/0
- 58/0/80/0 CMYK
CMYK - 65/0/100/42
- 65/0/100/42 CMYK
CMYK- 25/2/0/0
- 25/2/0/0 CMYKCMYK
- 62/22/0/3
- 62/22/0/3 CMYKCMYK
- 100/10/0/10
- 100/10/0/10 CMYK
CMYK
- 100/45/0/45
- 100/45/0/45 CMYKCMYK
- 0/97/89/45
- 0/97/89/45
RGB
RGB - 226/215/172
- 226/215/172 RGBRGB - 180/169/150
- 180/169/150 RGB
RGB - 236/183/49
- 236/183/49 RGB
RGB - 142/192/108
- 142/192/108 RGB
RGB - 83/123/53
- 83/123/53 RGBRGB
- 196/223/246
- 196/223/246 RGBRGB
- 86/160/211
- 86/160/211 RGBRGB
- 0/145/205
- 0/145/205 RGBRGB- 0/75/121
- 0/75/121 RGBRGB
- 127/24/27
- 127/24/27
HEXHEX - E2D7AC
- E2D7AC HEX
HEX - B4A996
- B4A996 HEX
HEX - ECB731
- ECB731 HEX
HEX - 8EC06C
- 8EC06C HEX
HEX - 537B35
- 537B35 HEXHEX
- C4DFF6
- C4DFF6 HEXHEX
- 56A0D3
- 56A0D3 HEXHEX
- 0091CD
- 0091CD HEXHEX- 004B79
- 004B79 HEXHEX- 7F181B
- 7F181B

Color proportion
SKY BLUE (PMS 542) CLASSIC BLUE (PMS PROC BLUE) MIDNIGHT BLUE (PMS 7692)BLUE (PMSDEEP
LIGHT 290) RED (PMS 7622) SKY BLUE (PMS 542) CLASSIC BLUE (PMS PROC BLUE) MIDNIGHT BLUE (PMS 7692) DEEP RED (PMS 7622)
CMYK - 62/22/0/3 CMYK - 100/10/0/10 CMYK - 100/45/0/45 CMYK - 25/2/0/0 CMYK - 0/97/89/45 CMYK - 62/22/0/3 CMYK - 100/10/0/10 CMYK - 100/45/0/45 CMYK - 0/97/89/45
RGB -(PMS
GOLD 86/160/211
130) SAFETYRGB
GREEN - 0/145/205
(PMS 360) FORESTRGB
GREEN- 0/75/121 RGB - 196/223/246RGB - 127/24/27 RGB - 86/160/211
(PMS 364) RGB - 0/145/205 RGB - 0/75/121 RGB - 127/24/27
CMYKHEX - 56A0D3
- 0/30/100/0 CMYKHEX - 0091CD
- 58/0/80/0 CMYKHEX - 004B79
- 65/0/100/42 HEX - C4DFF6 HEX - 7F181B HEX - 56A0D3 HEX - 0091CD HEX - 004B79 HEX - 7F181B
RGB
LIGHT
LIGHT - 236/183/49
BLUE
BLUE (PMS
(PMS 290)
290) RGB
SKY
SKY - 142/192/108
BLUE
BLUE (PMS
(PMS 542)
542) CLASSICRGB
CLASSICBLUE-
BLUE83/123/53
(PMS(PMS PROC
PROC BLUE) MIDNIGHT
BLUE) MIDNIGHTBLUE BLUE (PMS
(PMS 7692)
7692) DEEP
DEEP RED
RED (PMS
(PMS 7622)
7622)
HEX
CMYK
CMYK - -ECB731
- 25/2/0/0
25/2/0/0 HEX
CMYK
CMYK - -8EC06C
- 62/22/0/3
62/22/0/3 HEX- -100/10/0/10
CMYK
CMYK -537B35
100/10/0/10 CMYK
CMYK - 100/45/0/45
- 100/45/0/45 CMYK
CMYK - 0/97/89/45
- 0/97/89/45

Although individual pieces may vary, notice that the

RGB
RGB - 196/223/246
- 196/223/246 RGBRGB - 86/160/211
- 86/160/211 RGB
RGB - 0/145/205
- 0/145/205 RGB
RGB - 0/75/121
- 0/75/121 RGB
RGB - 127/24/27
- 127/24/27
HEX -
HEX - C4DFF6C4DFF6 HEX
HEX - 56A0D3
- 56A0D3 HEX
HEX - 0091CD
- 0091CD HEX
HEX - 004B79
- 004B79 HEX
HEX - 7F181B
- 7F181B

cumulative effect keeps the overall brand color balance.

CLASSIC BLUE (PMS PROC BLUE) MIDNIGHT BLUE (PMS 7692) DEEP RED (PMS 7622)
CMYK - 100/10/0/10 CMYK - 100/45/0/45 CMYK - 0/97/89/45
RGB - 0/145/205 RGB - 0/75/121 RGB - 127/24/27
HEX - 0091CD HEX - 004B79 HEX - 7F181B

Typography Tone of voice

Information Voice
How we talk is as
Name and use Akzidenz-Grotesk Standard family is used to
clearly and objectively communicate information.
Georgia Regular family is used for storytelling,
expressing opinions and calls to action. important as what
Weights Regular or Bold for heads and subheads.
Regular for body copy.
Regular for heads, subheads
and body copy.
we talk about.
Bold or Italic for emphasis. Bold or Italic for emphasis.
Uplifting. The work we create Inviting. We are open and
Cases Upper- and lowercase Upper- and lowercase. will often be highly emotional, accessible to anyone and
or ALL CAPS. but never with a focus on the everyone who wants to assist
devastation, destruction or us in our mission. We are not
Sentence case, NOT title case. Sentence case, NOT title case. disaster. We want to leave intimidating or directive.
people with a feeling of hope
Colors Preferred: Preferred: and possibility. We want them Personal. Our care is selfless,
Red Cross Gray Red Cross Gray to feel that they can make a not self-serving. We treat every
difference through the person we help and everyone
When necessary: When necessary: American Red Cross. who helps us as an individual.
Red Cross Black Red Cross Black We want them to feel care and
Empowering. We are a brand compassion every time we
Use sparingly: Use sparingly: that relies on people–both the interact with them. We are not
Red Cross Red Red Cross Red people we help and those who yelling our message from the
White White embody the Red Cross and rooftops. We treat every
Secondary colors Secondary colors deliver on our mission. We want individual with respect.
everyone to feel empowered
to be a part of this network,
RESTRICTED When Akzidenz is unavailable in digital situations, use Georgia is a system font and should be available to help us make a difference
DIGITAL USE Arial. In addition, use Arial in external, customizable pieces. on any Mac or PC. in times of need.
Akzidenz should be available on Red Cross computers.
If not, email brandid@redcross.org.

©2014 The American Red Cross name and logo are registered trademarks of the American Red Cross. 116906-12/14