1. DESIGN IDEA WAVES OF IMPACT
The positive impact we make on others is only as strong as we feel. So, show up stronger with Aleve and be confident that you can give it your all, without fail. Make waves of impact. Minute after minute. Hour after hour. All day long.
2. Expression principles
One of the main brand pillars is to be ‘Positively Enduring’, the upwards momentum of the wave device has been curated to communicate this. The following usages have been defined to help maintain this:
EXAMPLES
RADIANTLY UPLIFTING
We capture the vitality, mobility and dynamism that comes with freeing people from pain to give their all for others.
AUTHENTICALLY HUMAN
Real, relatable and inclusive - our world is of the people and filled with purposeful, everyday connections.
POSITIVELY ENDURING
As the innovative experts in long-lasting pain relief, we show up optimistic, stronger and make a long-lasting impact on those around us.
3. Aleve FEM adjustments
TYPE STYLE
Bold brand type style with relief messaging pulled out in a white script.
Wave of impact
Wave is subtle against background gradient and can be cropped as a texture or line detailing can be used to highlight areas of relief.
ICONS as brand pattern
Icons can be a brand pattern when part of digital animations showing relieving of symptoms. They can be also used as sticker like graphics with copy.
lifestyle photography
Images of women together with a brand color background. Photography can show areas of relief.
NEED A STEP BACK?
Return to viewing the bigger picture and then start a new design journey.
Learn more about specific elements
LOGO
Our brandmark is confident and progressive which is echoed in our forward moving letter forms. This also helps to reflect our positively enduring and radiantly uplifting principles.
PHOTOGRAPHY
To set us apart from competitors, our lifestyle photography is one of our key assets for bringing to life our Brand Purpose - ‘we free people from pain to give their all, for others’. Our photography needs to tell a distinctive narrative around freedom from pain, connectivity and making an impact using our Design Principles.
BACKGROUNDS
Backgrounds should be in line with our color palette, and use the wave of impact, which sweeps through our world with uplifting optimism and acts as a device to connect people or our products, alluding to a ripple of positivity that endures way beyond pain relief.
COLORS
We use color in a consistent manner in order to build equity and recognition. To make our color palette more distinctive and ownable to Aleve, we are leaning into our Design Principle of ‘Radiantly Uplifting’ to inject a sense of life and movement, as well as linking it back to the sentiment of our arc and Ping assets.