1. BASIC TYPOGRAPHY
Our typography is used to visually communicate dynamism and lasting effects. We can add ownability to our straplines setting them at a 13° angle. This angle should only be applied to short straplines and headers that are not locked up with any other typography, such as on a key visual. When headers are combined with subheads and body copy then the block of copy should have a straight edge. Below we have listed the typeface and its variations used throughout the touchpoints:
SINGLE HEADER AND STRAPLINE EXAMPLES
HEADERS
Objektiv Mk 1 - Extra Bold Italic
(UPPER-CASE ONLY) Highlight keywords be scaling
SUB HEADERS AND BODY COPY
Objektiv Mk 1’ medium italic
BODY COPY
Objektiv Mk 1’ regular italic
2. ALEVE FEM TYPOGRAPHY ADJUSTMENTS
Our typography is used to visually communicate lasting effects and relief. The handwritten script typeface used in headers and strap lines adds ownability and a personal touch. Below we have listed the typeface and its variations used throughout the touchpoints:
SINGLE HEADER AND STRAPLINE EXAMPLES
HEADERS
Objektiv Mk 1 - Extra Bold Italic
(UPPER-CASE ONLY)
SUB HEADERS AND BODY COPY
Objektiv Mk 1’ medium italic
HIGHLIGHT KEYWORDS
Better times regular italic
ALEVE FM TYPOGRAPHY DON’TS
Examples of how not to use the handwritten font ‘better times’ in headers and straplines.
WAVE DO'S
Correct usage: Examples of how not to use the handwritten font ‘better times’ in headers and straplines.
WAVE DON’TS
DO NOT make the type too big
DO NOT make the type too small
DO NOT use all caps
DO NOT use sentence case
DO NOT scale relief and one at the same size
DO NOT space the word too far away
DO NOT space the kerning to far apart
DO NOT change the color
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.