1. WAVE MEANING
Our Wave of Impact is on one level a visual representation of Aleve’s long-lasting relief but more importantly, it represents the positive impact we have on those around us when we show up strong.
The wave 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.
WAVE MEANING
The wave device was taken from the packaging and has been evolved to communicate our key Design Principles:
Radiantly Uplifting
Authentically Human
Positively Enduring
2. WAVE DO's
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:
DO’S
Maintain the balance of approximately 66% negative space to 33% wave
Maintain graduating color between the wave segments to keep visual harmony
Maintain linear accents to add finesse and definition to the wave segments
Partner with a smooth shifting gradient in the background to add depth
3. WAVE DON’TS
The gradual rise of the wave represents the ‘Positively Enduring’ brand principle. Therefore, the descending part of the wave should never be shown as this would contradict this sentiment. The descending wave can be masked to avoid being restrained when repositioning. The wave device can be optimized to allow flex across touchpoints, however the following guides have been allocated to maintain consistency across touchpoints.
DO NOT distort the wave widthways
DO NOT distort the wave lengthways
DO NOT scale the linear accents out of proportion with the wave
DO NOT remove the linear accents
DO NOT show the descending part of the wave
DO NOT reveal the wave in its entirety
DO NOT reveal the left hand side of the wave
DO NOT recolor the wave
(for exception to this see Pg.43 & 44)
DO NOT place the wave on to any other background other than the core blue
4. WAVE APPLICATION
BRAND & LIFESTYLE
The wave interacts with the background of the photography and contains the brand communication. People featured within the photography are positioned in front of the wave.
PRODUCT & LIFESTYLE
The wave is placed over photography, allowing plenty of space for the people featured to be clearly visible. Brand/Pack communication sits on top of the wave.
PORTFOLIO
The wave is cropped into the background on top of the brand blue gradient, allowing enough room for the brand communication. Pack visuals sit on top.
PRODUCT
The variant colored wave is cropped into the background on top of the brand blue gradient, allowing enough room for the brand communication. The pack visual sits on top.
WITH LIFESTYLE PHOTOGRAPHY
To build the wave into lifestyle photography. Within this file edits have been applied to various layers that will update themselves correctly when populated with new content. Follow these steps to apply the wave correctly.
Open template file in Photoshop
Open bottom layer and replace contents with chosen photography and save
Position the wave and the photography within the required canvas size
Place a layer containing the masked people into the top folder
Link the masked layer to the bottom layer
Place graphics into the graphics folder
WITHOUT LIFESTYLE PHOTOGRAPHY
To build the wave into product and portfolio led communications you must use the master wave file. The file has been created with the elements required for all variant color and brand color compositions. Follow these steps to apply the wave correctly.
Open template file in Photoshop
Mask the wave to the required canvas size
Position the background gradient and hotspot glow as needed
Make the color folder visible (if needed) and turn on the required color layer from within the folder
Make sure the ‘extra thin rays’ layer is also visible (only when using a variant color)
Crop the canvas to match the mask
Place graphics and pack visual/s
5. ALEVE FEM ADJUSTMENTS
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 wave is subtle against background gradient and can be cropped as a texture or line detailing can be used to highlight areas of relief. The wave device can be optimized to allow flex across touchpoints, however the following guides have been allocated to maintain consistency across touchpoints.
WAVE DO'S
CORRECT USAGE
CORRECT USAGE
WAVE DON’TS
DO NOT distort the wave widthways
DO NOT scale the wave too small to canvas to reveal full curve
DO NOT scale the linear accents out of proportion with the wave
DO NOT remove the linear accents
DO NOT place the wave on any other background other than the purple/blue
DO NOT recolour the wave
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.