ACS Brand Guidelines v1.6

Version 1.
6 September 2022
Brand
Guidelines
American Cancer Society Brand Guidelines Version 1.6 September 2022
Introduction The American Cancer Society (ACS) brand is evolving as the organization
steps into its rightful place as a modern leader in the nonprofit space.
With this evolution comes the unique opportunity to reimagine the way
we present ourselves to the people we want to help. As we seize this
opportunity, it is important that we as key stakeholders take a moment to
recognize the widespread impact we make, give ourselves credit for it,
and proudly lean into furthering the unification of ACS as one organization,
with one voice.
This brand book explains how to bring our brand to life at every internal
or external touchpoint.
2
Contents 1 Our Brand 4 Colors 7 Design Elements

05 Who We Are 29 Primary Core Color Palette 61 Overview
06 Vision, Mission and Brand Line 30 Secondary Accent Color Palette 62 ACS Trapezoid
07 Brand Pyramid 31 Color Balance 64 ACS Trapezoid Variations
08 Brand Personality 32 Web Accessibility and Limited Use Colors 66 Incorrect Usage of ACS Trapezoid
09 Brand Positioning 33 Incorrect Usage of Colors 67 Sword of Hope Symbol
68 Sword of Hope Symbol Application Examples
2 How We Write 5 Brand Architecture 69 Incorrect Usage of Sword of Hope Symbol
35 Overview 70 Layout Principles
12 Statements of Impact 73 Masterbrand Application Examples
13 How We Can Craft Statements of Impact 36 Nonprofit Affiliate Logo
37 Nonprofit Affiliate Logos 74 Platform-specific Application Examples
14 A Filter for Our Voice 75 Merchandise Application Examples
15 Voice and Tone 38 ACS + CAN Lockup
39 ACS CAN Logo Usage Criteria 76 Incorrect Usage of Layout
16 Writing Headlines and Subheads
40 Platform Lockups
42 Core Lockups 8 Photography
3 Logo 45 Partnership Lockups 78 Photography Style
18 Our Logo 47 Incorrect Usage of Lockups 79 Incorrect Usage of Photography
19 Our Logo + Tagline 48 Initiatives
20 Logo Elements 49 Distinguished Events
21 Logo Clear Space and Minimum Size 9 Promotion Legalities
22 Horizontal Wordmark Logo 6 Typography 81 Describing the Promotion
23 Logo Color Variants 82 Use of Trademarks/Logos
24 Application of Logo Over Image 51 Overview 83 Press Releases
25 Do’s and Don’ts of Logo Over Image 52 Hierarchy 84 Communication Generated by
26 Incorrect Usage of Logo 53 Primary Typeface the American Cancer Society
54 Secondary Typeface 85 Additional Editorial Considerations
55 Tertiary Typeface 86 Medical Content Review
56 System Fonts 87 Who to Contact
57 Typography Usage Examples
59 Incorrect Usage of Typography
3
American Cancer Society Brand Guidelines 10 Our
Lorem
Brand
Ipsum Version 1.6 September 2022
1Lorem Ipsum
Sam, vendae net, od quam doloriorpor ati rem
faccatecabo. Ut reptasim faciiss imusape restoribus,
tem fuga. Et iliqui natquis eaquian digenis rem fugia
conem quibus. Odis digendem qui quatur, conetur
aceribus dit am lam, voluptatium ad que plibus earum
aboresc te natem.
Us, occum quis volenimil inctem sinullupta coribus

assernam doloreicae plam, senis pligendis non
remoloribus voluptat. Ped quis rendit, qui reptia cum
conem hillenis modions equodipidest aut liquasi
doluptatio qui te lam archit dit ommolor erferat aut dus
Our Brand
eosapicitem eatae.
4
American Cancer Society Brand Guidelines 1 Our Brand Version 1.6 September 2022
Who We Are The American Cancer Society is the leading cancer-fighting organization
with a vision to end cancer as we know it, for everyone. We are the only
organization improving the lives of people with cancer and their families
through advocacy, research, and patient support, to ensure that everyone
has an opportunity to prevent, detect, treat, and survive cancer.
As the only organization that supports people with cancer at every

stage — from prevention to survivorship — we do everything we can to
ensure people know they have a dedicated companion during
a difficult time.
Donations to the American Cancer Society help us fund breakthrough

research that saves lives, advocate for health equity and more affordable
care at the government level, and provide essential day-to-day
patient support.
5
VISION
Vision, Mission End cancer as we know it, for everyone.

and Brand Line Acabar con el cáncer como lo conocemos, por el bien de todos.
MISSION
Improve the lives of people with cancer and their

families through advocacy, research, and patient
support, to ensure everyone has an opportunity to
prevent, find, treat, and survive cancer.
Mejorar las vidas de las personas con cáncer y sus familias por medio de
política pública, investigación, y apoyo a los pacientes, para asegurar que todos
tengamos la oportunidad de prevenir, detectar, tratar y sobrevivir al cáncer.
BRAND LINE
Every cancer. Every life.

Cada cáncer. Cada vida.
6
Brand Pyramid BRAND PROMISE

Guidance and support at every step of every journey.
BRAND
PROMISE BRAND PERSONALITY
Smart, Leader, Empathetic, Genuine, Contemporary, Inclusive
BRAND BRAND BELIEFS

PERSONALITY We believe:
• Knowledge is power.
• Every journey is different.
BRAND • Everyone should have a just and fair chance at survivorship.
BELIEFS • Together, we can change the course of cancer.
EMOTIONAL BENEFITS
EMOTIONAL A partner for the present. Hope for the future.
BENEFITS
CORE DIFFERENTIATORS
• Integrate advocacy, discovery, and patient support to
impact the lives of all people with cancer.
CORE
• For all people and all cancers.
DIFFERENTIATORS
• More than 100+ years of ensuring the best outcome for
every cancer journey.
ORGANIZATION VISION ORGANIZATION MISSION STRATEGIC TARGET INSIGHT CUSTOMER PROMISES

End cancer as we know it, for everyone. Improve the lives of people with cancer and their families through All people impacted by cancer. Every cancer journey is different, Determined, Passionate, Innovative
advocacy, research, and patient support, to ensure everyone has which means there is not one clear
an opportunity to prevent, find, treat, and survive cancer. path forward for everyone.
7
Brand Personality
Considered, Intuitive Trustworthy, Credible Positive, Human
Smart, Leader, Empathetic,

Genuine, Contemporary, Inclusive
Relatable, Warm Modern, Future-forward Approachable, Engaging
8
Brand Positioning The intention behind brand positioning:
Brand positioning should be the guiding light for all pieces of internal- and
external-facing communication. Everything we create as a brand should
aspire to reflect the sentiment of our brand positioning.
Since every document and piece of communication we produce is created

with a different objective in mind, it is not necessary to incorporate the
same language into everything we create. However, we should ensure each
individual piece advances our brand positioning in the eyes of the people
we serve and our stakeholders.
9
At every step of
Brand Positioning
every journey
The American Cancer Society knows the best way levels and advocating for more affordable health care
to improve the lives of people with cancer and to guiding patients and caregivers through our free
their families is to support every step of the cancer 24/7 helpline and helping them get the treatment
journey — from prevention to survivorship — so no they need by offering free transportation and
one has to walk it alone. lodging. In addition, we fund and conduct research
so people in every community have the opportunity
We know everyone’s cancer journey is different, so to prevent, find, and treat cancer.
we are committing our 100+ years of expertise in
changing the course of cancer to ensure the best By being an active companion and partner for those
possible outcome for each individual journey. We facing cancer, we are helping patients and caregivers
provide the support and guidance people impacted through every step of their cancer journey.
by cancer need at every step — from increasing
access to screening at the local, state, and federal
10
American Cancer Society Brand Guidelines 0 How
2 Lorem
WeIpsum
Write Version 1.6 September 2022
2
Lorem Ipsum
How
aboresc te natem.

We Write
eosapicitem eatae.
11
Statements How can we better communicate our impact?

of Impacts
As we move from being an organization that tells stories about what we
do to one that tells stories about the impact we make, we must ensure the
articulation of our messages feel as big as the impact we make.
Through our work in the areas of advocacy, discovery, and patient support,
the American Cancer Society is the leader in changing the course of cancer.
We need to shout this from the rooftops. Every chance we get. Not with the
end goal of patting ourselves on the back, but with the goal of ensuring that
every single person with cancer and their loved ones understand we are
there for them. At every step of their cancer journey.
The following section illustrates examples of how we might move from a

statement of what we do to a statement of the impact we make.
12
How We Can Craft Sample statement of what we do Sample statement of the impact we make
Statements of Impact
Offer free lodging for cancer patients through our Hope Lodge® communities. Provided a home away from home for people with cancer and their caregivers with
500,000 free nights of lodging in our Hope Lodge® communities in 2019
Have invested more than $3.1 billion in cancer research since 1991. Have invested more than $3.1 billion in cancer research since 1991, contributing to
3.5 million fewer cancer deaths.
Have made considerable impact in the lives of people with cancer. Have impacted the lives of nearly 55 million people living with cancer in the past
year alone.
Work to ensure health equity across the cancer journey. Are working to ensure that all people have a fair and just opportunity to prevent,
find, treat, and survive cancer.
American Cancer Society Cancer Action NetworkSM helps close the Medicaid Work to close the Medicaid coverage gap through our American Cancer Society
coverage gap for cancer treatments. Cancer Action NetworkSM affiliate, so everyone has an affordable insurance option
to provide cancer screening or treatment.
Note: The statements above are provided as examples.
13
American Cancer Society Brand Guidelines 2 How We Write Version 1.6 September 2022
A Filter For
Our Voice
The American Cancer Society is made up of many
1 2 3 4 5 6 7 8 9 10
different roles, and therefore many different voices.
As an organization, we’re made up of doctors,
researchers, frontline patient support, volunteers and Jargon Shorthand
many more.
So when writing, which voice should we channel? Negative Positive
How do we ensure our voice channels all of these

various different roles and points of view? Corporate Conversational
An easy filter to apply is that our voice should always

feel like it could come from the point of view of the Scientific Human
24/7 Helpline operator. Their voice is: Empathetic,
conversational, authentic, honest and warm. The
challenge is then to run everything we write through Cold Compassionate
this simple filter: Is this something that the 24/7
Helpline operator would say?
Our tone of voice should fit into the following scale:
14
Voice and Tone At the American Cancer Society, our focus is the patient.
Empathy is at our core of everything that we do, because to us, every single cancer
journey is unique and important. Our voice should be bold, impactful, and above all,
evoke feeling and emotion. Instead of feeling like a large, faceless organization, our
tone should reflect what our caregivers offer cancer patients every day. A caring voice,
support, patience, and reassurance.
Our tone should reflect our level of compassion.

Caregivers are the ones holding the patient’s hand while they’re receiving
chemotherapy, consoling family members after bad news, or simply listening on
the other side of the phone. We’re also there at every step of every journey, from
prevention, to diagnosis through to survivorship, and our writing should reflect this
level of compassion and understanding. We shouldn’t use language that alienates, or
feels overly scientific, but instead keep things familiar and conversational.
We’re there for every cancer journey.

Not every cancer journey is the same, and we should be mindful of that in our writing.
We help patients from a multitude of backgrounds and are compassionate to every
case. We believe that everyone deserves the same level of care and kindness, and this
empathy should be reflected in our voice.
Diversity, Equity, and Inclusion is the foundation of all that we do.

From caregivers to patients, as an organization, we continually recognize and
celebrate diversity. But we’re also aware that this mission is never complete. We will
always strive to be an inclusive organization, and seek to dismantle any systemic
inequality. Our writing should always be conscious of having inclusivity at its core.
15
Writing Headlines EXAMPLE SOLUTION
and Subheads All our public communication should have

empathy at its core. We provided more than 500,000 home Knowing your loved one is close can make all
away from homes for cancer patients the difference. Our Hope Lodge® communities
When writing headlines and subheadlines, ask yourself
and their caregivers in our Hope Lodge® offer a free home away from home.
a simple question:
communities in 2019.
“If my friend had cancer, is this how I would talk
to them?” Again, being overly statistical and using the terminology of
‘patients and caregivers’ can feel cold and impersonal.
Using this as a guiding principle allows you to avoid

using overly scientific, corporate jargon, and instead
keep your tone personal, empathetic, and human. Our More than $3.1 billion invested in Billions invested to avoid 3.5M deaths of
tone, as an organization, should always feel informed cancer research, assisting in avoiding moms, sons, daughters, and grandparents.
yet conversational, and our communication should 3.5M cancer deaths.
always allude to the impact we make at every stage in
a cancer journey. Essentially, we should never alienate,
It’s difficult to convey empathy when being overly scientific and
and instead always communicate with compassion statistical. Our writing should always feel based in humanity.
and care.
Here are some examples of subheads that feel overly

The American Cancer Society has We strive to make a meaningful impact to
clinical and corporate, and some ways to make them
impacted the lives of 55 million people every person, on every cancer journey.
feel more human.
living with cancer in the past year alone.
This is a strong message that feels overly corporate and

analytical. It would be easy to make this feel more human.
Please refer to our ACS Editorial Style Guide for further reference: https://brandtoolkit.cancer.org/BMS/category/browse.cfm?category=4616
16
American Cancer Society Brand Guidelines 0 Logo
3 Lorem Ipsum Version 1.6 September 2022
3
Lorem Ipsum

aboresc te natem.

Logo
eosapicitem eatae.
17
American Cancer Society Brand Guidelines 3 Logo Version 1.6 September 2022
Our Logo
Our logo unifies and represents who we are and NOTE: Any asset which makes use of the ACS logo and
what we stand for as an organization and serves as our which will be in use for 18 months or longer is subject to
primary visual identity device. creative review by the marketing team prior to launch.
Story Behind the Sword

In 1928, designer George E. Durant won a competition
to come up with a symbol that would embody the
optimism and focus of the American Cancer Society
in its mission to tackle cancer head on. He created the
Sword of Hope.
Since then, the sword and serpents have come

to represent much more. Where cancer is, so are
we — lending our expertise to those navigating this
difficult and emotionally challenging journey. From
reducing barriers to treatment on a state and federal
level, to providing cutting-edge research and everyday
patient support, the American Cancer Society’s work
brings hope and empathy to people with cancer and Sword of Hope Wordmark
caregivers around the world. Symbol
Our updated logo offers a modernization and

simplification of the sword and serpent combination
but continues to represent an impactful and cohesive
entity at its heart: thousands of workers, caregivers,
and volunteers united under the goal of adding years to
life and life to years.
18
Our Logo + Tagline
The ACS Masterbrand logo which includes the tagline Wordmark

“Every cancer. Every life.” is the preferred version of the Our customized wordmark conveys a sense of optimism
logo. Whenever possible, this variation should be used and modernity.
with the exception of:
• Instances where the logo appears below 7.75pt size Together with the Sword of Hope symbol and wordmark,
• Instances where the logo appears below 100px our logo proudly reinforces American Cancer Society as a
resolution leader and partner in every cancer journey.
• Instances in which the logo will be displayed smaller
than 1.2 inches Our Brand Tagline
• Instances in which the cost of implementation for the Every cancer. Every life.
asset in question is greater than $5,000
Sword Symbol
The Sword of Hope symbol first adopted in 1928, has Tagline
since become an iconic and meaningful symbol in the
history of the American Cancer Society.
Our evolution of the sword is drawn with a blue sword,

a symbol of courage in the pursuit of protecting
life. The red twin-serpents around the base of the
sword symbolize the balance between partnership in
advocacy and medicine/science in health and healing.
19
Logo Elements ACS LOGO
.5x
This is our official logo to be used for all masterbrand-
level communications.
.75x
The ACS logo, consisting of the Sword of Hope symbol

and custom wordmark, is designed with a precise
balance between the elements. Logo elements may not ACS CORE BLUE
PMS 2132C
be altered or edited in any way.
CMYK 93 / 66 / 0 / 0
RGB 39 / 70 / 248
Our logo is made of two colors: a bold red and blue. HEX #2746F8
x = x-height
These colors are an important part of our identity as
a national organization.
The logo usage guidelines provided in the following ACS CORE RED
PMS 2347C
pages must be maintained both internally and
CMYK 0 / 94 / 100 / 0
externally to ensure proper application and maintain RGB 255 / 0 / 0
consistency for our brand. HEX #FF0000
20
Logo Clear Space CLEAR SPACE
and Minimum Size 1x 1x
1x
It is essential that the ACS logo has sufficient clear

space to stand out from surrounding elements. The
clear space must be kept free of all other text and
graphic elements and be placed a safe distance from
the edge of any printed page. x = x-height
The minimum clear space around all sides of the ACS

logo should be equal to “x,” with “x” being the x-height
of the American Cancer Society wordmark.
Logo size is essential to legibility. The minimum size 1x

of the logo is 72 pixels wide for digital applications and
1 inch wide for print applications.
MINIMUM SIZE
72px wide for digital

1 inch wide for print
21
Horizontal LIMITED USE – ACS HORIZONTAL WORDMARK LOGO
Wordmark Logo
The ACS horizontal wordmark logo is used in cases
where space limitations, reproduction quality, or other
restricting factors affect the ability of the master ACS
logo to be reproduced with fidelity and clarity.
It should not be used in any case where the master

ACS logo could reasonably be applied.
CLEAR SPACE
The minimum clear space around all sides of the ACS
horizontal wordmark logo should be equal to “x,”
1x 1x
with “x” being the x-height of the American Cancer
Society wordmark. 1x
x = x-height
Logo size is essential to legibility. The minimum
size of the ACS horizontal wordmark logo is 180 pixels
wide for digital applications and 2.25 inches wide
1x
for print applications.
MINIMUM SIZE
180px wide for digital

2.25 inch wide for print
22
Logo Color Variants
The full-color logo should be the primary logo used

in brand level communications whenever possible.
It is to be used on white or light-color backgrounds.
The white logo should be used on dark backgrounds

when more contrast is required and in special
production cases, such as one-color applications.
The black logo should be used when full-color

reproduction is not available. This logo should only
be used when absolutely necessary, e.g., fax sheets.
FULL-COLOR LOGO WHITE LOGO BLACK LOGO
23
Application of
Logo Over Image
The logo color variant used must correspond with the
color of the image behind the logo to ensure legibility.
Displaying our logo against an image is prohibited when

it undermines the visibility and legibility of the logo.
The background must not in any way hinder legibility
or brand recognition and must provide sufficient
contrast so every part of the logo registers clearly.
FULL-COLOR LOGO WHITE LOGO WHITE LOGO
On lighter color photographic backgrounds. On mid-tone color photographic backgrounds. On dark color photographic backgrounds.
24
Do’s and Don’ts of

Logo Over Image
The logo should not be placed over areas of an image
that are busy, show action, or contain contrasting
colors. The following are examples of do’s and don’ts of
logo placements over images.
White logo is placed on a busy background that undermines Logo should be placed over a clear area in the image and the In certain cases, the image may need to be retouched to achieve When it is impossible to maintain legibility and visibility of the logo,
visibility and legibility. correct logo color variant should be used. clear space in the background for the logo. design elements should be used to create a clear area.
Full-color logo is placed on a darker color background that The correct logo color variant should be used. In certain cases, the image may need to be retouched to achieve When it is impossible to maintain legibility and visibility of the logo,
undermines visibility and legibility. enough contrast for the logo to be visible. design elements should be used to create a clear area.
25
Incorrect Usage
of Logo
1 2 3
1. Do not change the color of the logo elements.

2. Do not change the color of the logo to be all
ACS Blue or all ACS Red.
3. Do not use add color to any of the logo elements
in the white logo variant.
4. Do not place the logo within a holding shape.
5. Do not place the logo on a background that reduces 4 5 6
its legibility.
6. Do not rearrange elements in the logo.
7. Do not isolate the wordmark in the master logo on
its own without the Sword of Hope symbol.
8. Do not redraw any elements or try to recreate the
wordmark by typing it with a font.
9. Do not change the proportions of logo elements.
7 8 9
American
Cancer
Society
26
Incorrect Usage
of Logo
10 11 12
10. Do not apply effects or drop shadow to the logo.

11. Do not crop, distort, skew, or stretch the logo.
12. Do not add an outline to the logo.
13. Do not use place imagery or add texture to the logo.
14. Do not change use transparency with the logo.
15. Do not obstruct or add elements to the logo by
invading the clear space. 13 14 15
16. Do not rotate the logo.
17. Do not use the black logo color variant when
working with color reproduction. It is only intended
to be used where the process is black and white,
e.g., newspaper or fax sheets.
18. Do not add a Sword of Hope symbol to the
horizontal wordmark logo.
16 17 18
27
American Cancer Society Brand Guidelines 0 Lorem
4 Colors Ipsum Version 1.6 September 2022
4
Lorem Ipsum

aboresc te natem.

Colors
eosapicitem eatae.
28
American Cancer Society Brand Guidelines 4 Colors Version 1.6 September 2022
Primary Core ACS CORE BLUE ACS CORE RED
Color Palette PMS

CMYK
2132 C
93C / 66M / 0Y / 0K
PMS
CMYK
2347 C
0C / 94 M / 100 Y / 0K
RGB 39 / 70 / 248 RGB 255 / 0 / 0
HEX #2746F8 HEX #FF0000
Our color palette is an integral expression of our
visual identity and has been chosen to reinforce
optimism with bold, vibrant colors. When used
consistently across all touchpoints, it creates
brand relevance, differentiation, and awareness.
The primary core color palette should be the

predominant colors used in masterbrand design
applications, in addition to white and black.
All body copy is set in 90% (Black) for web use HEX
#1A1A1A for body copy, RICH black for Print, and Single
Colored Process Black for PMS.
Certain colors should be used only sparingly to

emphasize a phrase, visual, or call to action, e.g., ACS
Core Red should be used sparingly for visual impact.
Only use the colors at 100% opacity from the

palette; do not use tints of these colors. PMS 280 C PMS 635 C PMS Cool Gray 6 C PMS Cool Gray 6 C (10%) PMS Process Black C
CMYK 100 / 85 / 0 / 39 CMYK 32 / 0 / 1 / 0 CMYK 33 / 24 / 20 / 2 CMYK 3/2/2/0 CMYK 0 / 0 / 0 / 100
When designing for print, use PMS/CMYK colors. RGB 1 / 33 / 105 RGB 178 / 242 / 255 RGB 167 / 168 / 169 RGB 246 / 246 / 246 RGB 0 / 0/ 0
When designing for digital, use RGB/HEX colors. HEX #012169 HEX #B2F2FF HEX #A7A8A9 HEX #F6F6F6 HEX #000000
Note: For certain colors, we have set specific RGB/HEX breakdowns

that are not a direct conversion from Pantone. View this document
on screen for intended digital representation of color.
29
Secondary Accent PMS

CMYK
267 C
81 / 99 / 0 / 0
PMS
CMYK
2039 C
0 / 87 / 3 / 0
PMS
CMYK
2018 C
0 / 58 / 100 / 0
PMS
CMYK
7548 C
0 / 11 / 100 / 0
PMS
CMYK
3255 C
58 / 0 / 30 / 0
Color Palette RGB

HEX
95 / 36 / 159
#5F249F
RGB
HEX
255 / 60 / 150
#FF3C96
RGB
HEX
255 / 117 / 0
#FF7500
RGB
HEX
255 / 198 / 0
#FFC600
RGB
HEX
44 / 213 / 196
#2CD5C4
When more than the colors in the primary core color

palette are required to communicate a message
effectively (e.g., callouts, charts, and graphs), colors
from the secondary accent color palette may be used.
They should be used sparingly as accents colors to not

detract from the primary core color palette.
Do not use the colors in the secondary accent color

palette for type such as major headlines/subheads
or as the main background color (backgrounds
should be predominantly white, blue, or light gray for
masterbrand communications).
When designing for print, use PMS/CMYK colors.

When designing for digital, use RGB/HEX colors. 80%
Note: For certain colors, we have set specific RGB/HEX breakdowns

that are not a direct conversion from Pantone. View this document
on screen for intended digital representation of color. 60%
40%
20%
30
Color Balance MASTERBRAND COLOR BALANCE EXAMPLES
ROLE OF SECONDARY ACCENT COLORS
Use the colors in the secondary accent

color palette in graphs, tables, and
These color balance charts illustrate the color infographics after colors in the primary
proportions that can be utilized. core color palette have been used.
Design for masterbrand assets should lead with the

primary color palette.
Design for platform-specific assets should lead with

the main color for that particular platform.
Accent colors should be used minimally and

purposefully to provide emphasis.
Remember to use white and empty spaces to elevate

the focus on intended areas.
PLATFORM COLOR BALANCE EXAMPLES
Making Strides Against Breast Cancer Relay For Life
31
Web Accessibility and ACS WEB RED PMS

CMYK
7548 C
0 / 12 / 98 / 0
Limited Use Colors RGB

HEX
238 / 0 / 0
#EE0000
RGB
HEX
255 / 198 / 0
#FFC600
The American Cancer Society is an inclusive

organization that prioritizes accessibility.
Colors must be accessible and ADA compliant.
Please be mindful of contrast by pairing dark

elements with light backgrounds, and vice versa, ACS WEB RED LIMITED USE – YELLOW
to ensure distinction and legibility. (ALTERNATE FOR WEB USE ONLY)
This color is not compliant for
This ACS Web Red was specifically Note: This color is only for red type type usage for digital or print
created to be ADA compliant for use and red backgrounds with white applications. It should not be
on the web for instances of: type on web applications, and used for type such as headlines,
should NOT replace the ACS Red subheads, and body copy.
• Red type on white background in our logo.
It may be used as a flat-color accent
• Red background for white type
or background only, e.g., in charts
and graphs.
Lorem ipsum dolor Lorem ipsum dolor

Um res ipsam
dolupid ut ditis
Button Button
ra sunditi bea
simagnatur.
ACS WEB RED ACS CORE RED
32
Incorrect Usage
of Colors
1 2 3
1. Do not use unapproved colors.

2. Do not overuse the colors in the secondary accent
color or use them as the predominant color.
3. Do not overuse the color red or use it as as a main
background color.
4. Do not overuse tints if solid colors can be used.
5. Do not use tints of colors in the primary core 4 5 6
color palette.
6. Do not use the Making Strides platform-specific pink
in masterbrand communications.
7. Do not use black as background or flood of color.
8. Do not use certain combinations of colors that are
too similar and don’t provide enough contrast.
9. Do not overuse transparency or effects.
7 8 9
33
American Cancer Society Brand Guidelines 0 Brand
5 Lorem Architecture
Ipsum Version 1.6 September 2022
5
Lorem Ipsum
Brand
aboresc te natem.

Architecture
eosapicitem eatae.
34
American Cancer Society Brand Guidelines 5 Brand Architecture Version 1.6 September 2022
Overview
NONPROFIT AFFILIATE PLATFORMS
Affiliated companies or subsidiaries Fundraise and Advocate
There are six key categories in the overall brand

architecture of the American Cancer Society, each
with distinct purposes.
CORE PARTNERSHIPS
Mission programs Supportive partner connections
DISTINGUISHED EVENTS INITIATIVES

Local high-end fundraising Time-bound mission or organizational priority
35
Nonprofit AMERICAN CANCER SOCIETY CANCER ACTION NETWORK LOGO CLEAR SPACE
Affiliate Logo The ACS CAN logo consisting of the Capitol building symbol
and wordmark is custom designed with a precise balance
between the elements. Logo elements may not be altered 2x 2x
or edited in any way.
These are affiliated companies or subsidiaries of the
2x
American Cancer Society that operate as a separate
company from our organization.
x = x-height
Criteria
• Separate LLC
ACS CORE BLUE

PMS 2132C
CMYK 93 / 66 / 0 / 0 2x
RGB 39 / 70 / 248
HEX #2746F8
ACS CORE RED

PMS 2347C
CMYK 0 / 94 / 100 / 0 MINIMUM SIZE
RGB 255 / 0 / 0
HEX #FF0000 90px wide for digital
1.25 inch wide for print
36
Nonprofit AMERICAN CANCER SOCIETY CANCER ACTION NETWORK LOGO
Affiliate Logos
These are affiliated companies or subsidiaries of the
American Cancer Society that operate as a separate
company from our organization.
Criteria
• Separate LLC
FULL COLOR LOGO WHITE LOGO BLACK LOGO
The preferred logo to be used on lighter colored background. Should be used on mid-to-dark-colored background. Legibility of Should be used only when full-color reproduction is not available.
the entire mark must be retained when using over imagery.
37
ACS + CAN Lockup AMERICAN CANCER SOCIETY + CANCER ACTION NETWORK LOCKUP
When the ACS and ACS CAN logos are presented

together, the ACS tagline logo should NOT be used.
LOCKUP PAIRING
38
ACS CAN Logo

Usage Criteria
Advocacy is one of the three pillars of the American ACS CAN Logo Usage Criteria (Only the ACS CAN ACS and ACS CAN Logo Lockup Usage Criteria
Cancer Society’s (ACS) mission to improve the lives of Logo should appear, the ACS Logo may not be used • Joint press releases and statements that include
people and their families and ensure that everyone has in the following types of communication): both ACS and ACS CAN CEO Dr. Karen E. Knudsen
a fair and just opportunity to prevent, find and treat • ACS CAN content associated with voter education or and ACS CAN President Lisa A. Lacasse and describe
cancer. One of the types of advocacy ACS supports candidate electioneering, which is typically branded the joint work of ACS and ACS CAN.
is public policy advocacy, which it does by providing as “Cancer Votes,” such as: • Press statements that are advocacy-focused, but are
funding to its affiliate organization, the American o Palm cards containing questions for candidates not aimed at a specific piece of legislation, where Dr.
Cancer Society Cancer Action Network (ACS CAN). o Questionnaires asking candidates about Knudsen is dual-titled as CEO of ACS and ACS CAN
ACS CAN’s primary activity is engaging in public their position on cancer and health care public and ACS is actively involved in the advocacy work
policy advocacy by lobbying federal, state and local policy issues. discussed (e.g., Press Releases (cancer.org))
governments to pass legislation and advance policy o Voter guides containing the candidates’ responses • Communications that educate the public about the
changes that save more lives from cancer. While ACS to questionnaires or stated positions on policy work of the three ACS pillars – advocacy, discovery and
CAN does the lobbying, its work impacts the ACS issues. patient support, such as the ACS Impact Infographic.
mission as a whole and is part of telling the ACS story. o Candidate debates or forums limited to health • Communications aimed at both ACS and ACS CAN
Below are some criteria for using the ACS CAN logo and care or cancer issues. team members (e.g., the employee benefits guide).
the ACS and ACS CAN logo lockup. Please note that this • Communications on pending legislation before
is not an exhaustive list. Congress, state legislatures or local legislative bodies For guidance on ACS team members collaborating with
(e.g., city council, county commission, or board of ACS CAN team members on Public Policy Advocacy,
If you have questions or need review of any commissioners). please see the ACS and ACS CAN Collaboration
materials, please contact the Legal Department at • Communications thanking lawmakers at any level for guidance on Society Source.
LegalDepartment@cancer.org for more information. their support or work.
• Communications regarding state ballot questions,
such as initiatives, measures, or referenda.
• ACS CAN fundraising events or communications.
39
Platform Lockups PRIMARY HORIZONTAL PLATFORM LOCKUP
Our platforms unite consumers around their passion

.75x 1x 1x
in the cancer fight — whether that’s breast cancer
(MSABC), fighting alongside other young professionals 70° 110°
.75x
(Gen2End), or raising money for men’s cancer in
November (Grow Nation). We provide these platforms Platform Logo/Name x = x-height
to people who fundraise and advocate on our behalf.

They offer a mark around which the followers can rally. 110° 70° .75x
It’s a badge people can wear to identify their tribe.

(Parallelogram width can horizontally scale based on platform design.)
Criteria
• Unites consumers around their passion in the
cancer movement
• Facilitates fundraising or advocacy (or both) on
our behalf
• Has its own target audiences
• Has its own strategy and marketing campaigns
EXAMPLE
• Is “always on” — year-round activity
The primary horizontal lockup is the preferred version

and should be used whenever possible.
40
Platform Lockups SECONDARY VERTICAL PLATFORM LOCKUP EXAMPLE
The secondary vertical lockup should only be used

when the preferred primary horizontal lockup cannot
be reasonably applied due to space limitations,
reproduction quality, or other restricting factors. centered
x = x-height
1x
Platform
Logo/Name
41
Platform Lockups EXAMPLES
Variants of the single-color platform lockup may be

used in special cases to retain legibility of the entire
lockup or for one-color applications for merchandise.
PRIMARY AND SECONDARY ONE-COLOR PLATFORM LOCKUP PRIMARY AND SECONDARY WHITE PLATFORM LOCKUP PRIMARY AND SECONDARY BLACK PLATFORM LOCKUP
Should be used for one-color applications. Should be used on mid- to dark-color background. Legibility of the Should be used only when full-color reproduction is not available.
entire mark must be retained when using over imagery.
(This color variant where the ACS logo changes color to match the
primary platform color only applies to select approved platforms).
42
Core Lockups PRIMARY VERTICAL CORE LOCKUP EXAMPLES
Our programs are at the core of the American Cancer

Society and what we do. They directly help cancer
patients and their families, including research,
information, lodging services, transportation services,
free cancer screenings, etc. These programs embody
the mission of the American Cancer Society.
Criteria
x = x-height
• Directly impacts patients/caregivers
• A service we provide or research we do
• Funded by donations but is not a fundraising platform
• Always on — no expectation of an end-date .75x
Core program logos should be used only on program- Core Name .75x
.5x
specific materials, such as patient education materials, .125x
brochures, and pamphlets.
The primary vertical lockup is the preferred version and

should be used whenever possible.
PMS 280 C Poppins Regular 10pt
CMYK 100 / 85 / 0 / 39 Left Aligned
RGB 1 / 33 / 105 -15 Tracking, Optical Kerning
HEX #012169 10pt Leading
43
Core Lockups LIMITED USE – SECONDARY HORIZONTAL CORE LOCKUP
The secondary horizontal lockup should only be used

when the preferred primary vertical lockup cannot
be reasonably applied due to extreme vertical space
limitations or other restricting factors. 1x
Core
Name
Internal Comms
Internal comms platforms represent an exception to 1.5x
the standard core logo treatment. Other future core

logo treatments should not match these platforms
but should remain in-line with the outlined treatment. PMS 280 C Poppins Regular 10pt
Internal communications platforms use only a CMYK 100 / 85 / 0 / 39 Left Aligned
RGB 1 / 33 / 105 -15 Tracking, Optical Kerning
horizontal variation of the logo and the proportions HEX #012169 10pt Leading
of the program name to the ACS logo are significantly
different. Additionally, the sizing of the registration
mark is proportionately smaller to account for the
increased text sizing and avoid an unnecessarily large
registration mark.
EXAMPLES EXAMPLE IN APPLICATION
44
Partnership PRIMARY HORIZONTAL PARTNERSHIP LOCKUP
Lockups
When corporations, organizations, and other entities
sign on to support our mission — through a financial
commitment, product endorsement, etc., — we 1x
consider them a partner.

Logo
When pairing the American Cancer Society logo with
partner logos, follow these lockup guidelines.
The size of the partner logo should be balanced and 2x 2x
centered vertically with the ACS logo.
The dividing line should be the same height as the logo,

the Stroke width is .5pt, based on the default size (1.2"
width) of the Masterbrand logo and should always be
white or 90% K (Black). The spacing between the logos
on either side of the dividing line should be 2x the
EXAMPLES
x-height of the wordmark in the ACS logo.
The primary horizontal lockup is the preferred version

and should be used whenever possible.
Use of a one-color partnership lockup is allowed when

use of full-color is not possible.
Please refer to the Promotion Legalties section on page

77 for more information.
45
Partnership SECONDARY VERTICAL PARTNERSHIP LOCKUP EXAMPLES
Lockups
The secondary vertical lockup should only be used
when the preferred primary horizontal lockup cannot
be reasonably applied due to space limitations,
reproduction quality, or other restricting factors.
The size of the partner logo should be balanced and

centered horizontally with the ACS logo. 1x
The dividing line the same width as the logo, the stroke
width is .75pt and should always be white or 90% K 2x
(Black). The spacing between the logos on either side

of the dividing line should be 2x the x-height of the 2x
wordmark in the ACS logo.
Use of a one-color partnership lockup is allowed when

use of full-color is not possible.
Logo
Please refer to the Promotion Legalties section on page

81 for more information.
46
Incorrect Usage
of Lockups
1 2 3
1. Do not use elements in the logo lockups without

being locked up with the masterbrand logo.
2. Do not create lockups with the ACS horizontal
wordmark logo.
3. Do not rearrange any of the elements in the lockup
that is outside the specified lockup construction.
4. Do not try to set type in another font in the lockup.
4 5 6
5. Do not change or add unapproved colors in the
lockup system.
6. Do not mix lockup systems, use the appropriate
system according to the brand architecture.
7. Do not add unapproved elements to the lockups.
8. Do not redraw or alter the established lockups. HOPE LODGE
9. Do not change the proportions of lockup elements.
7 8 9
EVENT
47
Initiatives These programs often stem from a mission or organizational priority and are created Design:
and supported to affect change in a given amount of time — whether it’s a campaign • ACS logo isn’t necessary in design mark.
to increase vaccinations by 2026 or a fundraising challenge that lasts three weeks. • Unique colors and fonts are allowed.
These initiatives can be internal or external. While they can be supported by paid • ACS logo should be present somewhere in an execution.
media, that’s not a requirement to qualify as an initiative.
Criteria:
LOCK UP PAIRING • Directly impacts prevention efforts as well as patients/caregivers.
• Has a specified time period (could be one day a year, or something that has a
specific end-date).
• Often stems from an organizational/mission priority.
• Does not exist on its own, but is brought to life through the master brand, a
platform, or a core program.
ROUNDTABLE ONLY Graphic Treatment:

Initiatives are created to align with a specific messaging point, whether that’s a
fall fundraising challenge for Relay For Life, or a mission-based campaign like a
roundtable. These initiatives need to break through the clutter, alert viewers that
something is new, and are often targeted at specific audiences. Therefore, initiatives
deserve a bit more flexibility in design.
It is important to note that we promote initiatives with messaging, not logos.
48
Distinguished Events Our Distinguished Events are a unique component of our brand, as they have public-
facing visibility, are targeted to specific audiences, and are volunteer-driven. Golf Event Naming:
and gala events help shape the American Cancer Society image in the eyes of the Every golf and gala event should be clearly identified as an American Cancer Society
public, and connect our organization to the community while raising funds for crucial event, and accordingly with editorial guidelines. This is best achieved as follows:
programs and services.
• Use a stand-alone statement prominently displayed on the front cover of
Criteria: event materials:
• Locally driven golf or gala event – An American Cancer Society Event
• Targeted audience
• Include “American Cancer Society” as part of the event name:
• Has a specified time period (could be one day a year, or something that has a
– American Cancer Society [EVENT]
specific end-date)
– [EVENT]: An American Cancer Society Event
– American Cancer Society [EVENT] Presented by XYZ Company
Graphic Treatment:
In order to promote the theme of the event, a customized graphic or type treatment • Avoid naming formats that confuse brand and/or event ownership:
may be included. A graphic element is not a new logo but an artistic style established – The XYZ Company [EVENT]
for Distinguished Event promotion. Graphic treatments are usually composed – The XYZ Company Presents the American Cancer Society [EVENT]
of images, lines, shapes, icons, colors, fonts, and/or textures that characterize a – The XYZ Company [EVENT] Benefiting the American Cancer Society
Distinguished Event. These elements should always be secondary to, and never • Avoid using the possessive of American Cancer Society:
combined with, the American Cancer Society masterbrand logo. The masterbrand – The American Cancer Society’s [EVENT]
logo must always be a dominant identifying element of any advertising, poster,
display, brochure, website, or signage for any Distinguished Event.
NOTE: Our logo cannot be integrated into event-specific logos. Event-specific logos
may not be used as a replacement for our logo.
49
American Cancer Society Brand Guidelines 0 Typography
6
Lorem Ipsum

aboresc te natem.

Typography
eosapicitem eatae.
50
American Cancer Society Brand Guidelines 6 Typography Version 1.6 September 2022
Overview
Our primary and secondary typefaces, Poppins and

Source Sans Pro, work together to create brand
distinction and a unique typographical voice. Poppins
adds an engaging sense of modernity and optimism to Our typography
is optimistic,
larger headlines and subheads, while Source Sans Pro
adds a level of functionality and legibility for smaller
subheads and long-form body copy.
We’ve also introduced a tertiary typeface Source Serif

Pro to create contrast in certain cases, such as small
bold, and modern.

callouts and smaller copy.
51
Hierarchy
This is an example of a proper hierarchy of typographic

elements for the American Cancer Society. Adhering to
HEADLINE
Poppins Lorem ipsum dolor sit amet
consectetur adipiscing elit
this hierarchy will give typographic consistency across
all applications and help to strengthen recognition of
the American Cancer Society.
Use this for general guidance only, as the exact size

relationships are at the discretion of the designer.
PRIMARY SUBHEAD
Poppins
Otam idendamsa dolore vel et qui
These styles may be broken apart or scaled to create SECONDARY SUBHEAD Is erum nonsed estem ne aut volupta sperae parum atem ab
different emphasis on a case-by-case basis. Source Sans Pro
BODY TEXT Ceped es ad ea eat autemolum rae pa event pe consequo mo experup taturecabo. Et int fuga.
Source Sans Pro Nem amuscipis dicatib eaquiae niam id quodi con pre namus raerectem fugitatis sedicae
ctatibust, voloris eos rehendi onsectum esenisitios velibus ea seque pedis eatusdaest, sitatem
facesequia non essimet adis dis que voles evel ium voluptam nemqui nulliqu aturernam, sunt et
omnis nonsequ atiatissit lab il iduntur si ne mo idem assuntem destium resto et et eiur adignam
eature volorectium sitataspicat ea endunt as asinctorum nescit qui sinis molorerum, sequae
dolupta si berae. Hitas que dit laciatus ium a voloreiundis velecup taturitium volorem perunt.
TERTIARY TEXT Luptas volupta temperis seque soloribusam non entotae rae od unt omnimos es vollabo reption reprepe
Source Serif Pro digenitibus sam, tor magnimusam re volorio. Itas et re volupti undellam, iditatur simostrum.
CALL TO ACTION Lorem Ipsum

Poppins
52
Primary Typeface POPPINS LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
The primary typeface of the American Cancer Society is
Poppins for use on headlines, large subheads, and calls
to action because of its bold and modern letterforms.
Poppins is an open source (free-to-use) font that
is available with a full set of characters. However, it POPPINS REGULAR
is not installed on most Windows or Mac computers
by default and must be installed before use.
Poppins can be downloaded from Google Fonts: abcdefghijklmnopqrstuvwxyz

1234567890
www.google.com/fonts/specimen/Poppins
Poppins ExtraLight and ExtraBold can be used in

certain cases.
Alternate Fonts POPPINS BOLD
System fonts Arial Regular and Bold can be used
in place of Poppins only if Poppins is not available
or cannot be used in situations such as in Microsoft
PowerPoint, Microsoft Word documents, and emails. abcdefghijklmnopqrstuvwxyz
1234567890
53
Secondary Typeface SOURCE SANS PRO LIGHT

The secondary typeface of the American Cancer 1234567890
Society is Source Sans Pro for use on secondary
subheads and body copy because of its versatility and
legibility at smaller sizes. SOURCE SANS PRO REGULAR
Source Sans Pro is an open source (free-to-use) font
that is available with a full set of characters. However, it
1234567890
is not installed on most Windows or Mac computers by
default and must be installed before use.
Source Sans Pro can be downloaded from

Google Fonts:
www.google.com/fonts/specimen/Source+Sans+Pro
SOURCE SANS PRO SEMIBOLD
Source Sans Pro ExtraLight or Black can be used in
certain cases.
Alternate Fonts
1234567890
System fonts Arial Regular and Bold can be used in
place of Source Sans Pro only if Source Sans Pro is not
available or cannot be used in situations such as in
Microsoft PowerPoint, Microsoft Word documents,
SOURCE SANS PRO BOLD
and emails.
1234567890
54
Tertiary Typeface SOURCE SERIF PRO LIGHT

The tertiary typeface of American Cancer Society is
1234567890
Source Serif Pro for minimal use on callouts, stats,
infographics, or numbers.
The tertiary typeface is used with discretion when an

SOURCE SERIF PRO REGULAR
additional level of copy hierarchy is needed.
It should not be used for headlines and subheads.
1234567890
Source Serif Pro is an open source (free-to-use)
font that is available with a full set of characters.
However, it is not installed on most Windows or
Mac computers by default and must be installed
SOURCE SERIF PRO SEMIBOLD
before use.
Source Serif Pro can be downloaded from
Google Fonts: 1234567890
www.google.com/fonts/specimen/Source+Serif+Pro
Alternate Fonts
System fonts Georgia Regular and Bold can be used
in place of Source Serif Pro only if Source Serif Pro is
SOURCE SERIF PRO BOLD
not available or cannot be used in situations such as in
Microsoft PowerPoint, Microsoft Word documents,
and emails. 1234567890
55
System Fonts ALTERNATE PRIMARY AND SECONDARY TYPOGRAPHY SYSTEM FONTS ALTERNATE TERTIARY TYPOGRAPHY SYSTEM FONTS
When Poppins, Source Sans Pro, and Source Serif Pro ARIAL REGULAR GEORGIA REGULAR
are not available or cannot be used in situations such
as in Microsoft PowerPoint, Microsoft Word documents, ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
and emails, the following system fonts may be used.
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Arial Regular, Bold, and Black can be used in the place 1234567890 1234567890
of our primary and secondary typefaces Poppins and
Source Sans Pro for headlines, subheads, body copy,
and calls to action. ARIAL BOLD GEORGIA BOLD
Georgia Regular and Bold can be used in the place of ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
our tertiary typeface Source Serif Pro for minimal use
when an added level of hierarchy is needed for callouts, abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
stats, infographics, or numbers. 1234567890 1234567890
ARIAL BLACK
1234567890
56
Typography
Usage Examples
Lorem ipsum dolor sit amet
Is erum nonsed estem ne aut volupta sperae parum
Headlines and Large Subheads consectetur adipiscing elit Ceped es ad ea eat autemolum rae pa event pe consequo mo experup
Headlines, large subheads, and important calls to taturecabo. Et int fuga. Nem amuscipis dicatib eaquiae niam id quodi con pre
action are set in Poppins, the primary typeface for the Otam idendamsa dolore vel et qui namus raerectem fugitatis sedicae ctatibust, voloris eos rehendi onsectum
American Cancer Society. esenisitios velibus ea seque pedis eatusdaest, sitatem facesequia non
essimet adis dis que voles evel ium voluptam nemqui nulliqu aturernam.
Is erum nonsed estem ne aut volupta sperae parum atem
Text is sentence-case and the choice of font weight
depends on the tone and intent of the copy. Copy
is left-aligned, with 0pt tracking, with leading set
to “auto,” and auto-kerning set to “optical.” Large
headline text may require customization with tighter
tracking and leading.
Smaller Subheads and Body Copy

Smaller subheads and body copy are set in Source Sans
Pro, the secondary typeface.
Text is set in sentence case. Choice of font weight

depends on the tone and intent of the copy. Copy
Lorem ipsum dolor sit amet Otam idendamsa dolore vel
is left-aligned, with 0pt tracking, with leading set at
1.2x to 1.4x text point size to open spacing for better
legibility, and auto-kerning set to “optical.”
consectetur adipiscing elit Ceped es ad ea eat autemolum rae pa event pe consequo mo experup
taturecabo. Et int fuga. Nem amuscipis dicatib eaquiae niam id quodi con pre
namus raerectem fugitatis sedicae ctatibust, voloris eos rehendi onsectum
Is erum nonsed estem ne aut volupta sperae parum atem ab esenisitios velibus ea seque pedis eatusdaest, sitatem facesequia non
The tertiary typeface is used with discretion when essimet adis dis que voles evel ium voluptam nemqui nulliqu aturernam.
an additional level of copy hierarchy is needed, but it

should not be used for headlines and large subheads.
Avoid using all caps whenever possible.
57
Typography SHORT IMPACTFUL QUOTES LONG-FORM QUOTES
Usage Examples
Quotes
For short impactful quotes, use of the primary typeface
Poppins should be used in a weight appropriate for the
“
Lorem ipsum
Lorem
“
dolor
ipsumsit amet,
dolor sit amet,
Lorem ipsum dolor
sed diam nonummy
Loremsitipsum
sed diam
amet,dolor
nibhnonummy
consectetuer
sit amet,adipiscing
euismod nibh tincidunt
consectetuer
euismod
ut laoreet
elit,adipiscing elit,
tincidunt ut laoreet
dolore magna dolore
aliquam magna
erat volutpat.
aliquam eratUt wisi
volutpat.
enim ad Utminim
wisi enim ad minim
application and tone of the quote. consecteteur
consecteteur
adipscing adipscing
elit, elit, veniam, quis nostrud
veniam,exerci
quis nostrud
tation ullamcorper
exerci tationsuscipit
ullamcorper
lob- suscipit lob-
sed diamsed
nonummy
diam nonummy
nibh nibh ortis nisl ut aliquip
ortis ex
nisleautcommodo
aliquip ex consequat.
ea commodo Duis
consequat.
autem Duis autem
For long-form quotes, such as in editorial applications, euismod euismod
tincidunt tincidunt
ut laoreet. ut laoreet. vel eum iriure.velLorem
eum ipsum
iriure. dolor
Loremsitipsum
amet,dolor
consectetuer
sit amet, consectetuer
use of the tertiary typeface Source Serif Pro may adipiscing elit,adipiscing
sed diam nonummy
elit, sed diam nibhnonummy
euismod nibh
tincidunt
euismod tincidunt
Tamara Tamara ut laoreet doloreut laoreet
magna dolore
aliquam magna
erat volutpat.
aliquam erat
Ut wisi
volutpat.
enim Ut wisi enim
be used if an additional level of hierarchy helps to
Consecteteur Adipiscing,
Consecteteur
LoremAdipiscing,
Ipsum DolorLorem Ipsum Dolor
distinguish the quote. ad minim veniam, ad minim
quis nostrud
veniam,exerci
quis nostrud
tation ullamcorper
exerci tation ullamcorper
suscipit lobortissuscipit
nisl utlobortis
aliquip exnisleautcommodo
aliquip ex consequat.
ea commodo consequat.
“
Lorem ipsum dolor
“
Lorem sit ipsum
amet, consec-
dolor sit amet, consec-
tetuer adipiscingtetuer
elit, adipiscing
sed diam nonum-
elit, sed diam nonum-
my nibh euismod mytincidunt
nibh euismod ut laoreet
tincidunt ut laoreet
“ “
dolore magna aliquam
dolore magnaerat volutpat.
aliquamUt erat volutpat. Ut
wisi enim ad minim
wisi enim
veniam,ad minim
quis nos-
veniam, quis nos-
trud exerci tation
trud
ullamcorper
exerci tation suscipit
ullamcorper suscipit
Lorem ipsum
Lorem dolor
ipsum
sit amet,
dolor sit amet, lobortis nisl ut lobortis
aliquip ex nisl
eautcommodo
aliquip ex ea commodo
consecteteur
consecteteur
adipscing adipscing
elit, elit, consequat. Duisconsequat.
autem vel Duiseum autem
iriure vel eum iriure
sed diamsed
nonummy
diam nonummy
nibh nibh dolor in hendrerit
dolor
in in
vulputate
hendreritvelit
in esse
vulputate velit esse
euismodeuismod
tincidunttincidunt
ut laoreet.
ut laoreet. molestie consequat,
molestie
vel illum
consequat,
doloreveleu.illum dolore eu.
Tamara Tamara Tamara Tamara

Consecteteur Adipiscing,
Consecteteur
LoremAdipiscing,
Ipsum DolorLorem Ipsum Dolor Consecteteur Adipiscing,
Consecteteur
LoremAdipiscing,
Ipsum DolorLorem Ipsum Dolor
58
Incorrect Usage
of Typography
1 2 3
Bit qui same con porrum

BIT QUI SAME CON PORRUM etus nist eos sit parum
1. Do not use all uppercase whenever possible. ETUS NIST, EOS SIT PARUM Bit qui same con Ficiet quidellum et eos ius, nonse maionsedit quam eum lita
porrum etus nist

non expliqu iatiorest iditatem. Nem imagnis et excesen ihiliqui
2. Do not set type in colors outside the color palette RERRO BEARCIA CORI UT consequ untempe volupta tiatias invendandit accaeptatur ad
quibus, exerios magnimpel et eum ipsumquam ipis acessinul-
specified in the guidelines. pa dempel is evera dolores experae venditiis ulpa conectat
optatatis eossitest, suntur maximoluptas ra nonsequae mosae
nullaccabo. Net aliquodi nonsero dolorer ovidit, simus.
3. Do not use the tertiary typography for headlines
and large subheads.
4. Do not mix too many different fonts and weights.
5. Do not justify text, it should be left-aligned. 4 5 6
Lorem Ipsum
6. Do not set long-form body copy in Poppins.
Ficiet quidellum et eos ius, nonse maionsedit quam
7. Do not make the tracking between letters too tight eum lita non expliqu iatiorest iditatem. Nem imagnis
Ficiet quidellum et eos ius, nonse maionsedit quam
Bit qui same con porrum etus nist, eos eum lita non expliqu iatiorest iditatem. Nem imag-
or too spaced out. sit parum rerro bearcia cori ut.
et excesen ihiliqui consequ untempe volupta tiatias in- nis et excesen ihiliqui consequ untempe volupta
vendandit accaeptatur ad quibus, exerios magnimpel tiatias invendandit accaeptatur ad quibus, exerios
8. Do not use colors for text that limit legibility. Bit qui same con porrum etus nist, et eum ipsumquam ipis acessinulpa dempel is evera magnimpel et eum ipsumquam ipis acessinul-
dolores experae venditiis ulpa conectat optatatis eos- pa dempel is evera dolores experae venditiis ulpa
eos sit parum rerro bearcia cori ut. conectat optatatis eossitest, suntur maximoluptas
9. Do not use default system fonts for professional sitest, suntur maximoluptas ra nonsequae mosae nul-
ra nonsequae mosae nullaccabo. Net aliquodi non-
Bit qui same con porrum etus nist, eos laccabo. Net aliquodi nonsero dolorer ovidit, simus.
print applications. sit parum rerro bearcia cori ut. sero dolorer ovidit, simus.
Bit qui same con porrum etus nist.
7 8 9
Bit qui same con porrum

Orepta cusci voluptas as Bit qui same con porrum etus nist eos sit parum
ersperc hitaque nobitatias etus nist, eos sit parum Ficiet quidellum et eos ius, nonse maionsedit quam eum
et aut et plic te eati reste

lita non expliqu iatiorest iditatem. Nem imagnis et exce-
rerro bearcia cori ut. sen ihiliqui consequ untempe volupta tiatias invendandit
accaeptatur ad quibus, exerios magnimpel et eum ipsum-
delia que remque quam ipis acessinulpa dempel is evera dolores experae
venditiis ulpa conectat optatatis eossitest, suntur maximo-
luptas ra nonsequae mosae nullaccabo.
59
American Cancer Society Brand Guidelines 0 Design
7 Lorem Ipsum
Elements Version 1.6 September 2022
7
Lorem Ipsum
Design
aboresc te natem.

Elements
eosapicitem eatae.
60
American Cancer Society Brand Guidelines 7 Design Elements Version 1.6 September 2022
Overview ACS TRAPEZOID SWORD OF HOPE SYMBOL
These design elements form a toolkit of pieces that

can be used to express our visual identity in a way that
helps to establish a consistent look and feel to our
pieces of communication.
The ACS trapezoid and the Sword of Hope symbol can

be used to add visual interest and support the brand.
61
ACS Trapezoid
The ACS trapezoid with the angled edge suggests

forward movement, aspiration, and growth. The overall
design creates the image of a flag being carried forth
toward victory. This symbol is intended to unite people
in the common goal to save lives from cancer.
110° 70°
62
ACS Trapezoid FLEXIBLE WIDTH
The ACS trapezoid is a flexible design element that can

be extended on the horizontal plane on the left side,
while maintaining the 110° interior base angle on the
bottom right side of the trapezoid shape (or 70° exterior
angle on the bottom right side of the trapezoid shape).
Resizing should always be proportional as to maintain

the established angles of the ACS trapezoid. The angle
side should also always be on the right as to suggest
forward movement.
It is recommended that adjustments to the shape

dimensions are created by professional designers using 110° 70° 110° 70°
professional design software.
63
ACS Trapezoid
Variations
The ACS trapezoid may be used as needed to draw
attention or add emphasis in several different ways.
It can be used as a solid color to serve as a background

Lorem ipsum Lorem ipsum dolor
sit amet, consectetur
to hold text or content. It can also be placed over part
of an image.
dolor sit amet adipiscing elit, sed
do eiusmod tempor
It can be used as a device to hold images to reflect to
consectetur incididunt ut labore.
reinforce messaging.
It can be used as a stroke to highlight text or as a

graphic element.
64
ACS Trapezoid CALLOUTS / CALL TO ACTION
Variations
The ACS trapezoid is a versatile graphic device that can
be used impactfully for callouts or calls to action
(e.g., cancer.org). It can also be used to create various
cancer.org cancer.org
brand patterns.
PATTERNS
65
Incorrect Usage
of ACS Trapezoid
1 2 3
1. Do not rotate the ACS trapezoid.

2. Do not add drop shadows to the ACS trapezoid.
3. Do not use or apply unapproved colors to the
ACS trapezoid.
4. Do not distort, skew, or stretch the ACS trapezoid
to alter the established angle.
5. Do not flip the ACS trapezoid so it is pointing to the 4 5 6
left instead of the right.
6. Do not crop the ACS trapezoid so it is no longer
a trapezoid.
7. Do not make new logos using the ACS trapezoid.
8. Do not flip the ACS trapezoid such that the 110°
interior base angle is on the on the top right side.
9. Do not add a color outline to the ACS trapezoid that
is filled with a different background color.
7 8 9
66
Sword of Hope CLEAR SPACE
Symbol
Under certain circumstances, the Sword of Hope
symbol may be used as a standalone symbol. In .5x x .5x
general, it must be used only in the context of where
.5x
the American Cancer Society brand is already clearly
and unequivocally established, either through the use
of the full ACS logo or in copy. It should not be used in
a manner that takes the place of the ACS logo. The
Sword can be used in app icons and merchandise.
Make sure the symbol has sufficient clear space to

stand out from surrounding elements. The clear space
must be kept free of all other text, graphic elements,
and be placed a safe distance from the edge of any
printed page. The minimum clear space around all
sides should be equal to “.5x,” with “x” being the width
of the sword.
1x 1x
The Sword of Hope symbol should be shown in full.

Only in certain size restrictive situations can the sword
be cropped, such as for a favicon or small app icon. FULL-COLOR LOGO WHITE LOGO BLACK LOGO
For use on white or For use on darker backgrounds For use when full-color reproduction
lighter backgrounds. or one-color applications. is not available, e.g., fax sheets.
67
Sword of Hope Symbol

Application Examples
There will be situations in which the Sword of Hope
symbol is used and appears in a more recessive
way, such as on T-shirts, branded merchandise, or
environmental graphics. In these instances, we want
the ACS logo or graphics to be the main element and
the sword symbol to act as a subtle sign-off.
The following examples represent the different ways

that the Sword of Hope symbol can be used.
68
Incorrect Usage of
Sword of Hope Symbol
1 2 3
1. Do not rotate the Sword of Hope symbol.

2. Do not change the color of Sword of Hope symbol
to be all ACS Blue or all ACS Red.
3. Do not change the Sword of Hope symbol into
an outline.
4. Do not place the Sword of Hope symbol on
backgrounds without enough contrast that
4 5 6
limits visibility.
5. Do not make patterns of illustrations with the
Sword of Hope symbol.
6. Do not redraw, alter, or distort the Sword of
Hope symbol.
7. Do not add effects such as drop shadow or change
the opacity of the Sword of Hope symbol.
8. Do not change the elements in the Sword of
Hope symbol.
9. Do not obstruct or add elements to the Sword
7 8 9
of Hope symbol by invading the clear space.
Lorem Ipsum
Dolor
69
Layout Principles
Example layout incorporating all components of our

visual identity including the logo, color, typography,
design elements, and photography.
LOGO
PHOTOGRAPHY COLOR
TYPOGRAPHY
DESIGN ELEMENT
70
Layout Principles
The American Cancer Society’s visual language

prioritizes clean, uncluttered layouts with ample white
space while using the ACS trapezoid to create dynamic
layouts in a variety of ways.
The ACS trapezoid can be placed with a margin around

it or bleed to the edge on the top, left, or bottom,
while right-side angle remains visible as to maintain a
recognizable trapezoid shape.
When resizing the ACS trapezoid in layouts, it should

be scaled proportionally as to maintain the established
angle of the trapezoid.
Lorem Lorem
Avoid overusing the ACS trapezoid so as not to distract
from the overall impact of the design element.
Lorem Ipsum Ipsum
Ipsum
71
Layout Principles
There are certain cases where, while not preferred,

the ACS trapezoid may be placed in certain ways as Lorem Ipsum
identified here due to size limitations or restrictions Dolor
in layout.
Lorem
There are also cases to avoid when using the ACS Ipsum
trapezoid in layout as identified here, as it is important Dolor
that the ACS trapezoid is used in a way to suggest Lorem Ipsum
forward movement. Dolor
Where there are space limitations, there may be instances where Where there are space limitations, there may be instances where There may be instances where the ACS trapezoid is repeated in the
only the left side of the ACS trapezoid is aligned to layout edge. the ACS trapezoid extends to the edge on the left, top, and bottom. same plane to separate the content, such as in an animation.
Lorem Ipsum
Lorem Ipsum Dolor Lorem Ipsum
Dolor Dolor
Do not extend the ACS trapezoid to all sides, where doing so will Do not align the ACS trapezoid so that only the top side, only the Do not repeat the ACS trapezoid to stagger or shift it for
create a triangular negative shape. bottom, or only the right side is aligned to the edge of the layout. decorative purposes.
72
Masterbrand
73
Platform-specific RELAY FOR LIFE MAKING STRIDES AGAINST BREAST CANCER AMERICAN CANCER SOCIETY CANCER ACTION NETWORK
74
Merchandise
75
Incorrect Usage
of Layout
1 2 3
Lorem ipsum
dolor sit
Ique quati optas re Ique quati optas re
dunt. Illant offici iur, dunt. Illant offici iur,
quatias et dolorporum quatias et dolorporum
simus eum face simus eum face
Ique quati optas re Ique quati optas re

dunt. Illant offici iur, dunt. Illant offici iur,
1. Do not create an imbalance of elements; ensure a

quatias et dolorporum quatias et dolorporum
simus eum face simus eum face
clear hierarchy of information.

Lorem Ipsum
2. Do not center elements in layouts. Lorem ipsum
dolor sit
3. Do not use too many different elements, colors,
typography styles, etc., in a layout.
4. Do not add transparency to design elements.
5. Do not block imagery by overwhelming the design 4 5 6
with the ACS trapezoid. Lorem ipsum
dolor sit
Lorem Lorem Ipsum
6. Do not overuse the ACS trapezoid in layouts, unless Ipsum
it is a pattern.
Ique quati optas re
7. Do not overuse the secondary accent color palette dunt. Illant offici iur,
quatias et dolorpo-
rum simus eum face
in layouts.
8. Do not use the Sword of Hope symbol in a way that
competes with the ACS logo in a layout.
9. Do not size and position the ACS trapezoid in a
layout where it can be mistaken as a holding shape
for the logo.
7 8 9
Lorem ipsum
dolor sit
Nissedis mos es int. Ibus cullorest, quam conet ut eum
quibusam idunt optaturis dolor sinciet vollore perfer-
rum voloruntiam quibus ad quod modi restem volut
endi nonse cusanis re poris sin conemquostis quo ea-
quiamust iures dita et volupid issitat et quidusdae sa
cus si dit endi que videbis alis demporest, cus dellab il
inciatium et volo que ni nullabor sum as
cancer.org
Lorem ipsum
dolor sit Lorem Ipsum
76
American Cancer Society Brand Guidelines 0 Photography
8
Lorem Ipsum

aboresc te natem.

Photography
eosapicitem eatae.
77
American Cancer Society Brand Guidelines 8 Photography Version 1.6 September 2022
Photography Style
Photography and videography is very important in

connecting with our audience and communicating
our mission and values. To capture the everyday
experiences that make each moment meaningful in
every cancer journey, our imagery should feel warm,
inviting, honest, and human.
We aim to be inclusive, reaching for an authentic and

diverse representation of people, caregivers, family,
friends, doctors, researchers, volunteers, etc., through
real-life actions and genuine interactions.
Note: Images are for reference purposes only and cannot be used for
communication materials without rights and permission.
78
American Cancer Society Brand Guidelines 8 Photography Version 1.6 September 2022
Incorrect Usage
of Photography
1 2 3
1. Do not use black-and-white photography where

color photography is available.
2. Do not use gestures or poses that are not genuine.
3. Do not use extreme lighting or lens effects.
4. Do not use camera angles that look up at the
subject; this makes people feel unapproachable.
5. Do not use soft focus. Photography should always 4 5 6
look realistic and sharp.
6. Do not use stage or act out stereotypical situations.
7. Do not show the negative side of a condition or cold
and unemotional shots.
8. Do not use overt displays of emotion that may not
appear genuine.
9. Do not use imagery with visual metaphors or photo-
enhanced abstract photography.
7 8 9
79
American Cancer Society Brand Guidelines 0 Promotion
9 Lorem Ipsum
Legalties Version 1.6 September 2022
9
Lorem Ipsum
Promotion
aboresc te natem.

Legalties
eosapicitem eatae.
80
American Cancer Society Brand Guidelines 9 Promotion Legalties Version 1.6 September 2022
Describing • Promotional materials (e.g., packaging, point-of-purchase fliers, advertisements) • The money that the American Cancer Society receives for cause marketing
The Promotion must state the exact amount (or approximate range) of funds the American Cancer
Society will receive in connection with the promotion.
promotions should be characterized as a “contribution” and not a “donation,” as the
consumer is receiving something of value in return for their purchase.
The word “donation” is appropriate for use in connection with a company
Example: “Company will contribute $5.00 to the American Cancer Society for each fundraising promotion.
To comply with various state and federal laws, help
_____ sold,” or “Company will contribute 5% of the sales price to the American
meet Better Business Bureau standards, and ensure
Cancer Society for each _____ sold.” Avoid vague statements like, “Proceeds will • When the American Cancer Society is named in materials that display or reference
transparency in promotions, our partners must abide
benefit the American Cancer Society,” as the consumer cannot ascertain the the company’s products or services (which is most of the time), or if the logo is used
by these fundamentals:
amount contributed. Additionally, avoid statements based on “net sales price” since on a product or hangtag, the following nonendorsement language must be stated:
the consumer will not know the net sales price. Instead, focus on the “sales price” or “The American Cancer Society does not endorse any product or service.”
“retail sales price” if the American Cancer Society is getting a percentage of
he product price. • For license deals only (where we license our mark for use on a product for a fixed
fee), we don’t need to state the amount of the fixed license fee. Instead the following
• Promotional materials must state the exact duration of the promotion. This is language is required: “Company pays a royalty fee for the use of the American
especially important for disclosures on hangtags, where the item might be in the Cancer Society logo.”
marketplace beyond the dates of the promotion. Example: “From October 1 to
December 31, 202X, ABC Company will contribute ...”
• If the company has specified a minimum or maximum contribution in connection

with the promotion, the promotional materials must state that fact. Example:
“ABC Company will contribute $1.00 to the American Cancer Society for each item
purchased, up to $100,000.”
81
Use of • American Cancer Society trademarks/logos shall not be displayed larger or more • If the material refers to an event owned by the American Cancer Society, our
Trademarks/Logos prominently than any third-party logos, trademarks, or trade names on the
company’s website or any products related to the promotion.
ownership of the event must be explicit (e.g., American Cancer Society Making
Strides Against Breast Cancer® event).
• American Cancer Society trademarks/logos shall not appear at the top of the • Use of all American Cancer Society trademarks/logos must align with existing
Please refer to the Logo section for more information.
company’s website or any products related to the promotion, but should be placed branding guidelines.
at the bottom, along the sides, or in another location less prominent than the top.
• American Cancer Society trademarks/logos shall not be used in any way that
implies our endorsement of the company or its goods or services.
• When copy is not present to provide context as to why our logo is included on the
company’s website or product, include the following clarification: “[COMPANY] is a
proud supporter of the American Cancer Society.”
• American Cancer Society trademarks/logos shall not be used on the company’s

website or products if it contains the following subject matter: support for political
parties or candidates; pornographic or otherwise offensive sexual materials;
materials that express prejudice toward any race, ethnicity, or sexual orientation;
overtly religious materials; or any advertising, promotional, or other materials that
may damage the goodwill associated with the American Cancer Society.
82
Press Releases • A joint press release should not give the appearance that the American Cancer
Society endorses the company’s products. The company cannot include a “call
to action” to purchase the company’s product in the release, nor can they use
comparative or qualitative descriptions of their company and/or products in the
press release. Example – “ABC Company locations can be found at abc.com” instead
of “Visit your local ABC Company,“ as “visit” is a call to action. Similarly: “ABC’s toll-
free number is XXX-XXX-XXX” instead of “Call ABC at XXX-XXX-XXXX,” as the word
“call” is a call to action.
• If the press release contains contact information for the American Cancer Society,
the vendor information should also be provided (website, phone number, mailing
address). In addition, the promotional materials must state that our contact
information is for cancer-related information only.
83
Communication • The American Cancer Society does not, as a general rule, “actively promote”
Generated by any company’s cause marketing promotion due to adverse tax consequences,
endorsement issues, and other nonprofit considerations. We seek to remain
the American “passive” with respect to the cause marketing and licensing promotions.
Cancer Society • If we produce any communication about a cause marketing promotion, we will
acknowledge the facts of the promotion. Example: “The American Cancer Society
thanks ABC Company for supporting [event/program].
From (date) to (date), ABC Company will contribute $1.00 to the American
Cancer Society for each _____ sold. More information is available at _____.”
Any links should take the consumer to either the company’s home page or a page
with information about the promotion, but not to a product purchase page.
• A fundraiser is where a company is not selling a product, but instead is either

gathering donations from customers (such as a scannable promotion at checkout)
or giving a donation for an action taken by the consumer. In these cases, we
have more flexibility and can actively promote the fundraiser because we are not
prompting the sale of a product, but are instead promoting donations. Example: “If
you are shopping at Store X, remember to donate to ACS.”
84
Additional Editorial • Do not use the possessive form of “American Cancer Society” in front of our
Considerations branded property names. Example: the American Cancer Society Relay For Life
event (vs. the American Cancer Society’s Relay For Life event)
• When it might be inferred that the American Cancer Society is endorsing a product
or service, the following line should appear on the material: The American Cancer
Society does not endorse any product or service.
• Refrain from using the phrase “for the cure” and use instead a phrase such as
“for saving lives.”
• American Cancer Society program names that are trademarked should be used
as adjectives in writing – not as nouns or verbs. To maintain a clear association
between our programs and our company identity, we use our program names as
adjectives describing the type of program it is.
– Correct adjective use: I signed up for an American Cancer Society Making Strides
Against Breast Cancer walk.
– Incorrect use: I signed up for Making Strides Against Breast Cancer.
85
Medical Content Collateral requiring medical content review include but are not limited to: Medical content review requests must include:
Review • Medical, clinical, and/or health content involving patient education • An attached document that includes the layout and full desired content of the
product, including images
• Any information related to cancer prevention, screening, early detection,
American Cancer Society medical content review is
treatment, side effects, survivorship, and supportive care (including psychosocial • A brief description of the intent of the product, including what channels will be
required on all items that include medical, clinical, and/
content and end-of-life care) used for distribution
or health-related cancer content.
• American Cancer Society cancer screening, prevention, nutrition, or physical • A description of the target audience(s)
Medical content reviewers are nurses and physicians
activity guidelines
who provide expert review and editing of cancer-
• A URL, reference citation, and source notation for all medical, clinical, and/or
related medical and health content.
• Cancer-related statistics health content, or statement that directs the reviewer to the exact source of
information used to create the product, including information from cancer.org
Items will be reviewed and edited based on:
• 5-10 business days for the medical content to be appropriately vetted. If a review
• Alignment with American Cancer Society content, guidelines, and messaging is needed in fewer than business 5 days, the timing needs to be approved by the
medical content team prior to submitting the request. Note: Lack of a response
• Overall accuracy, relevance, and readability of cancer-related information for the from the medical content team in fewer than 5 days is not considered automatic
general public or a specified target audience, as noted in the review request approval. Requests that do not include source information or that need in-depth
review or clarification may require additional time.
Accepting edits provided by the American Cancer Society medical content
review team is not optional, and edits should be applied to the final product. • Copy of the final document provided to the medical content team after edits
Any questions or concerns about edits need to be brought to the attention have been applied
of the medical content team.
86
Who to Contact The American Cancer Society brand will continue to evolve along with the
organization. In order to ensure the necessary flexibility within the brand to
adapt to these changes, these guidelines will also need to be periodically
refined. We will continuously monitor, assess, and modify the guidelines to
be sure they accurately reflect our brand.
For questions or to submit requests for consideration, please contact:

marketingops@cancer.org
87
American Cancer Society Brand Guidelines 0 Lorem Ipsum Version 1.6 September 2022
Lorem Ipsum

aboresc te natem.

Thank You
eosapicitem eatae.
88

ACS Brand Guidelines v1.6

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

ACS Brand Guidelines v1.6

Uploaded by

Copyright:

Available Formats

Version 1.

Contents 1 Our Brand 4 Colors 7 Design Elements

Us, occum quis volenimil inctem sinullupta coribus

As the only organization that supports people with cancer at every

Donations to the American Cancer Society help us fund breakthrough

Vision, Mission End cancer as we know it, for everyone.

Improve the lives of people with cancer and their

Every cancer. Every life.

Brand Pyramid BRAND PROMISE

BRAND BRAND BELIEFS

ORGANIZATION VISION ORGANIZATION MISSION STRATEGIC TARGET INSIGHT CUSTOMER PROMISES

Considered, Intuitive Trustworthy, Credible Positive, Human

Smart, Leader, Empathetic,

Brand Positioning The intention behind brand positioning:

Since every document and piece of communication we produce is created

Sam, vendae net, od quam doloriorpor ati rem

Us, occum quis volenimil inctem sinullupta coribus

Statements How can we better communicate our impact?

The following section illustrates examples of how we might move from a

Note: The statements above are provided as examples.

So when writing, which voice should we channel? Negative Positive

How do we ensure our voice channels all of these

An easy filter to apply is that our voice should always

Our tone of voice should fit into the following scale:

Our tone should reflect our level of compassion.

We’re there for every cancer journey.

Diversity, Equity, and Inclusion is the foundation of all that we do.

Writing Headlines EXAMPLE SOLUTION

and Subheads All our public communication should have

Using this as a guiding principle allows you to avoid

Here are some examples of subheads that feel overly

This is a strong message that feels overly corporate and

Sam, vendae net, od quam doloriorpor ati rem

Us, occum quis volenimil inctem sinullupta coribus

Story Behind the Sword

Since then, the sword and serpents have come

Our updated logo offers a modernization and

Our Logo + Tagline

The ACS Masterbrand logo which includes the tagline Wordmark

Our evolution of the sword is drawn with a blue sword,

Logo Elements ACS LOGO

The ACS logo, consisting of the Sword of Hope symbol

Logo Clear Space CLEAR SPACE

and Minimum Size 1x 1x

It is essential that the ACS logo has sufficient clear

The minimum clear space around all sides of the ACS

Logo size is essential to legibility. The minimum size 1x

72px wide for digital

Horizontal LIMITED USE – ACS HORIZONTAL WORDMARK LOGO

It should not be used in any case where the master

180px wide for digital

Logo Color Variants

The full-color logo should be the primary logo used

The white logo should be used on dark backgrounds

The black logo should be used when full-color

FULL-COLOR LOGO WHITE LOGO BLACK LOGO

Displaying our logo against an image is prohibited when

FULL-COLOR LOGO WHITE LOGO WHITE LOGO

Do’s and Don’ts of

1. Do not change the color of the logo elements.

10. Do not apply effects or drop shadow to the logo.

Sam, vendae net, od quam doloriorpor ati rem

Us, occum quis volenimil inctem sinullupta coribus

Primary Core ACS CORE BLUE ACS CORE RED