1. COLOR MEANING
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.
2. CORE PALLETES
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
PRIMARY COLOR PALETTE
The primary color palette was inspired by the original brandmark. The following colors should only be used for typography. These colors reflect the core Aleve brand and the three brand pillars.
DARK BLUE
PANTONE 287 C
C100 M64 Y0 K47
R0 G48 B135
YELLOW
PANTONE 109 C
C0 M18 Y100 K0
R255 G209 B0
WHITE
C0 M0 Y0 K0
R0 G0 B0
VARIANT COLOR PALETTE
The variant colors are inspired by the packaging and reflect the brand pillar ‘Radiantly Uplifting’. The following colors should be used as an accent for product-led touchpoints only
VIOLET
C59 M83 Y0 K0
R132 G67 B147
ORANGE
C0 M57 Y92 K0
R241 G132 B32
AGUA
C46 M0 Y27 K0
R149 G208 B199
3. VARIANT EXAMPLES
Examples of how variant color comes to life on key visuals.
4. VARIANT GUIDE
The bottom right hand section of the key visual can be used to support the specific product being shown. It’s important to maintain the color balance shown opposite to maintain brand recognition across all touchpoints. The following usages have been defined to help maintain this:
Ensure variant color sits in the bottom corner only
Gradually fade out the variant color from 90% to 0% allowing a seamless transition from variant to core blue, these values may need to be amended if colors are appear too bright or dull
Ensure product sits on the corresponding variant color
5. ALEVE FEM ADJUSTMENTS
PRIMARY COLOUR PALETTE
The primary color palette drives fem care cues, whilst keeping the yellow from the core range. The following colours should only be used in iconography and only the yellow and white to be used in typography.
PINK
C0 M95 Y20 K0
R238 G42 B123
YELLOW
C0 M18 Y100 K0
R255 G209 B0
WHITE
C0 M0 Y0 K0
R0 G0 B0
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
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.