THE ALEVE LOGO
The Aleve logo represents energy, flow, and the ease of movement that Aleve makes possible.
Logo Colorways
The Aleve logo has been created using the three primary brand colors, with gradient bevel details adding 3D depth to the wordmark. The logo should always display on the blue Gradient Background, across all pack formats.
Logo Anatomy
The Aleve Logo is made up of the Aleve wordmark and the ‘Primary Arc’. The Arc sweeps above and behind the wordmark, terminating at the top right tip of the ‘E’ with a small highlight glow. Together, these components are a fixed lock-up that should be regarded as a single ‘locked’ asset. Although the logo is editable, the vector components that make up the logo should NOT be altered.
Logo Print Finishes
The Aleve wordmark is augmented on pack with an Emboss finish.
The ‘Transparent Frame’
Consistent Logo Application on Pack
The Aleve logo has been carefully prepared with a transparent container frame that allows users to scale it to fit any panel size, keeping the logo crop and placement correct and consistent.
Front-of-Pack Logo use
The Aleve logo should always display Top Centre on a typical carton front of- pack panel. The size and crop of the logo is achieved by simply scaling the Transparent Frame WIDTH to be the same WIDTH as the front-of-pack panel. With the Transparent Frame set to the correct size, placement of the logo is determined by aligning the logo frame to the Top Centre of the front-of pack panel.
Side-of-Pack Logo use (‘Letterbox’ panel proportions)
Carton side panels often have Letterbox Landscape proportions. Here, the shallow height of the panel will determine the size of the Aleve logo. The size and crop of the logo is achieved by simply scaling the Transparent Logo Frame to the same HEIGHT as the side-of-pack panel. With the Transparent Frame (and logo inside) set to the correct size, placement of the logo is determined by aligning the left edge of the logo frame to the left edge of the side-of-pack panel.
When ‘Bleed’ is required to the left edge of the Arc
When the correct size and placement of the logo has been established (using the methods described above), the left edge of the Arc may sometimes meet with the pack cutter guide, and thus require additional bleed. The Transparent Frame containing the logo is a ‘Clipping Mask’. Using the Direct Selection Tool in Illustrator, users can carefully select the top and bottom left nodes on the Transparent Frame, dragging both to the left, to reveal more of the Arc for bleed purposes.
SUB-BRAND LOGOS
There are three sub-brands in the Flanax portfolio. Each has its own suffix wordmark, to identify the GEL, NOCTO, and 660 pillars in the range.
The Variant wordmarks sit below, or to the side of the primary Flanax logo. They share some of the bevel design detail seen in the primary logo, keeping a common visual language across the suite of sub-brands.
Each suffix wordmark has its own design treatment. This creates product personality and points either to the user benefit, and/or suggests some level of tiering in the range:
The 660 wordmark will use metallic silver packaging substrates where possible, to present a premium, scientifically advanced product. NOCTO displays a Moon and Stars graphic, as a visual cue to communicate night time use. The GEL wordmark has a subtle gradient fill, with a colorway that alludes to the physical gel product.
Artwork Production partners are NOT required to ‘build’ the Flanax Sub-brand logos. The size and placement of the suffix wordmark (GEL, NOCTO, 660) relative to the primary Flanax wordmark, has already been created as a Master lock-up, and should not be edited. Like the Master Aleve logo itself, each sub-brand logo has a Transparent Frame that is integral to the logo, and an essential tool to determine the correct and consistent use of each logo.
SUB-BRAND LOGOS
Aleve is the 3rd largest brand in the global portfolio of Bayer Consumer Health, and the 7th largest analgesic brand in the world, sold in over 22 countries.
The Aleve brand has been developed across a number of global territories, subject to regional trademark availability and regulatory requirements. As such, there are several brand carriers for Aleve: (i) the US: Aleve (ii) Mexico: Flanax (iii) Italy: Lasonil.
Each brand expression shares an ownable Visual Brand Language, which consumers can easily recognize in different markets around the world, regardless of the regional brand expression on pack.
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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.