THE ALEVE LOGO
THE 'TRANSPARENT FRAME'
The Aleve logo is contained in a transparent rectangle frame. This is an essential component to the logo, and has been created to make it easy for users to determine the correct size and consistent placement of the logo relative to different panel sizes on pack.
BAYER LOGOTYPE ( THE WORD 'BAYER')
TYPOGRAPHY
SECONDARY MESSAGING ASSETS
Pictograms, Violators, Flags & Symbols
This section shows the suite of graphic devices that are not considered primary brand assets. Indeed, some have a brand-neutral look and feel, such that they can be used on pack for other brands in the Bayer portfolio. Although they are secondary in the messaging hierarchy, these graphic elements are still key components in the Aleve Packaging Design ‘toolkit’.
Guiding Design Principle
The NEW (‘Nuevo’ for Flanax) Corner Flash must be placed in the top left hand corner of the packaging front face. It has been designed such that the curvature of the flash should loosely follow the path of the Primary Arc in the Aleve/Flanax logo. To achieve this, it is recommended the width of the NEW Corner Flash should be half the total width of the pack front face. This is a ‘Guiding Design Principle’ — adjustments to this principle should be considered when necessary, to achieve a lock-up relationship between Corner Flash and logo that compares with the visual shown here.
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.