CORE BLUE GRADIENT
Our core blue gradient forms the dominant color throughout the design elements and is suggestive of time passing and long-lasting effects. This gradient should always remain consistent.
DARK BLUE
PANTONE 287 C
C100 M64 Y0 K47
R0 G48 B135
BLUE
C82 M42 Y0 K0
R28 G125 B193
OFF PACK GRADIENT
Our purple/blue gradient forms the dominant fem care color throughout the design elements off pack, and is suggestive of long-lasting effects. This gradient should always remain consistent.
PINK
C35 M99 Y8 K0
R173 G36 B134
DARK BLUE
C98 M79 Y0 K0
R16 G79 B163
BLUE
C100 M34 Y0 K0
R0 G132 B203
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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.