1. About Aleve 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.
The wordmark is tilted forwards at a 13° angle, this adds an ownable element to typography and is outlined further on Pg.56. To further reflect these benefits the wordmark is locked up with an ‘arc’ and ‘Ping’, suggestive of time passing and long-lasting effects. Vibrant yellow feels uplifting and positive whilst thoughtfully considered bevels, highlights and shadows give the wordmark a sense of assurance through careful crafting. 44
2. Logo files
Below is a guide on how not to use the brandmark. It is important to keep within the following restraints to maintain the integrity of the brand across all touchpoints.
2.1 Aleve
ALEVE PRIMARY BRANDMARK
ALEVE SINGLE COLOR NEGATIVE BRANDMARK
ALEVE SINGLE COLOUR POSITIVE BRANDMARK
2.2 LASONIL
LASONIL ARC
LASONIL WORDMARK
LASONIL SC
2.3 APRONAX
APRONAX ARC WORDMARK
APRONAX ARC SC
APRONAX SC
2.4 Flanax
FLANAX ARC
FLANAX SC WORDMARK
2.5 ACTROMADOL
ACTROMADOL SC WORDMARK
3. BRANDMARK USAGE
BRANDMARK
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.
The wordmark is tilted forwards at a 13° angle, this adds an ownable element to typography and is outlined further on Pg.56. To further reflect these benefits the wordmark is locked up with an ‘arc’ and ‘Ping’, suggestive of time passing and long-lasting effects. Vibrant yellow feels uplifting and positive whilst thoughtfully considered bevels, highlights and shadows give the wordmark a sense of assurance through careful crafting.
Minimum Size
Where possible, it is important to use the full color brandmark to ensure consistency across communications. For extreme scenarios some modified variations have been created to ensure consistency.
It is important to allow a clearance area around the brandmark to ensure it has breathing space. The ‘E’ from Aleve can be positioned on all sides of the brandmark as a guide to the clearance area required.
BRANDMARK USAGE
In circumstances where print restrictions prevent the use of the full color logo, a simplified brandmark should be used.
Three brandmarks have been created for these instances. Wherever possible the three color brandmark should be applied. When limited to a single print color, use the relevent positive or negative brandmark.
ALL DAY STRONG OFF PACK SIGN-OFF
Sometimes there is a need to lock up our brandmark with our tagline ‘All Day Strong’. When this arises, we have two fixed units that should be used to allow for flex across different touchpoints.
Sign-offs are the one exception to the brandmark clearance area guideline. This sign-off is only ever used off pack. Tagline text is country specific and should therefore be supplied by relevant markets.
4. BRANDMARK DON’TS
Below is a guide on how not to use the brandmark. It is important to keep within the following restraints to maintain the integrity of the brand across all touchpoints.
DO NOT distort the brandmark widthways
DO NOT distort the brandmark lengthways
DO NOT alter the angle of the brandmark (perspective or rotational)
DO NOT remove the ’Ping’
DO NOT keyline the brandmark
DO NOT keyline the brandmark
DO NOT crop the brandmark
DO NOT recolor the brandmark
DO NOT place the brandmark on any color other than the brand
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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.