COLOR PALLETE
ALEVE - BRAND ASSET OVERVIEW
The toolkit of visual components required to create Aleve Packaging artwork.
FLANAX - BRAND ASSET OVERVIEW
The toolkit of visual components required to create Aleve Packaging artwork.
GRADIENT BACKGROUND
The Gradient Background is a key component of the visual identity system. It is designed to visually represent the gradual release of pain relief.
Creating Gradient Backgrounds
Each panel on pack has its own Gradient Background, with Dark Blue occupying the lower left corner of the panel, graduating to the Light Blue in the upper right corner.
Gradient Backgrounds for Flanax are created in Adobe Illustrator, using the ‘Freeform Gradient’ option in the Gradient window. Freeform Gradients are by definition, amorphous, and thereby lack some of the mathematical controls, (such as Gradient Sliders), that are available for Linear and Radial Gradients. Instead, Freeform Gradients are achieved by placing a number of Color Points ‘by eye’ in the panel, and asigning a color to each. The Freeform Gradient on this page shows three Color Points.
New Gradient Backgrounds for panels with different proportions can be achieved simply, by duplicating the Master Gradient Background file and entering the required Width and Height values in the Transform window. The location of each Color Point will shift proportionally to fit the new panel shape, keeping the look and feel for Gradient Backgrounds consistent across different panel shapes and sizes.
*EACH COLOR POINT LOCATION, OPACITY AND ‘SPREAD’ VALUE SHOULD NOT BE ALTERED.
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.