Brand identity at a glance
Logo suite
Logo files are available at redcross.org/brand.
Required 2x clear space is indicated by blue lines. 1x=height and width of one arm of the cross.
Button logo family
Classic logo family
Flat disc logo family
The button logo was inspired by a vintage pin as an engaging
symbol of enthusiastic participation. It is a personal, grassroots
and unique expression for the Red Cross. Use this logo in any of
its three forms for most printed marketing and communications
materials as well as television, Web and email.
The classic logo should be used in disaster situations, corporate materials,
exterior building signage or when the marketing-oriented button logo is
not appropriate.
Use the flat disc logo when you have a dark background or printing
restrictions preclude using the button logo. (Note that the white
circle behind the cross must be present, so this is not suitable for
white backgrounds).
Print minimum sizes
Digital minimum sizes
Clear space minimums (shown above with blue lines) are built into
the logo files.
26 pixels
.275 inches (~7 mm)
Separating button graphic and wordmark
Color breakdowns
WHITE
CMYK - 0/0/0/0
RGB - 255/255/255
HEX - FFFFFF
WHITE
CMYK - 0/0/0/0
RGB - 255/255/255
HEX - FFFFFF
LIGHT GRAY (COOL GRAY 3)
PMSCMYK
COOL- 0/0/0/15
GRAY 11
CMYK
0/0/0/70
RGB - -215/215/216
RGBHEX
- 109/110/112
- D7D7D8
HEX - 6D6E70
PMS COOL GRAY 11
CMYK - 0/0/0/70
RGB - 109/110/112
HEX - 6D6E70
WHITE
WHITE
CMYK
- 0/0/0/0
CMYK
- 0/0/0/0
RGB
- 255/255/255
RGB
- 255/255/255
HEX
- FFFFFF
HEX
- FFFFFF
MED. GRAY (COOL GRAY 8)
RED CROSS
(PMS 485)
CMYKRED
- 0/0/0/40
CMYK
RGB- -0/100/100/0
159/159/163
RGB
- 237/27/46
HEX
- 9F9FA3
HEX
ED1B2E
LIGHT
GRAY
(COOL
GRAY
LIGHT
GRAY
(COOL
GRAY
3) 3)
CMYK
- 0/0/0/15
CMYK
- 0/0/0/15
RGB
- 215/215/216
RGB
- 215/215/216
HEX
- D7D7D8
HEX
- D7D7D8
RED CROSS RED (PMS 485)
CMYK - 0/100/100/0
RGB - 237/27/46
HEX - ED1B2E
PMS
COOL
GRAY
PMS
COOL
GRAY
1111
CMYK
- 0/0/0/70
CMYK
- 0/0/0/70
RGB
- 109/110/112
RGB
- 109/110/112
HEX
- 6D6E70
HEX
- 6D6E70
BLACK
CMYK - 0/0/0/100
RGB - 0/0/0
HEX - 000000
MED.
GRAY
(COOL
GRAY
MED.
GRAY
(COOL
GRAY
8) 8)
CMYK
- 0/0/0/40
CMYK
- 0/0/0/40
RGB
- 159/159/163
RGB
- 159/159/163
HEX
- 9F9FA3
HEX
- 9F9FA3
Secondary
LIGHT GRAY (COOL GRAY 3)
SAND
7530)
CMYK(PMS
- 0/0/0/15
CMYK
- 0/8/21/32
RGB
- 215/215/216
RGB
- 180/169/150
HEX
- D7D7D8
HEX - B4A996
KHAKI
(PMS
4535)
KHAKI
(PMS
4535)
CMYK
- 0/4/30/11
CMYK
- 0/4/30/11
RGB
- 226/215/172
RGB
- 226/215/172
HEX
- E2D7AC
HEX
- E2D7AC
MED. GRAY (COOL GRAY 8)
GOLD -(PMS
130)
CMYK
0/0/0/40
CMYK
- 0/30/100/0
RGB
- 159/159/163
RGB
HEX- 236/183/49
- 9F9FA3
HEX - ECB731
SAND
(PMS
7530)
SAND
(PMS
7530)
CMYK
- 0/8/21/32
CMYK
- 0/8/21/32
RGB
- 180/169/150
RGB
- 180/169/150
HEX
- B4A996
HEX
- B4A996
WHITE
CMYK - 0/0/0/0
RGB - 255/255/255
HEX - FFFFFF
RED
CROSS
RED
(PMS
485)
RED
CROSS
RED
(PMS
485)
CMYK
- 0/100/100/0
CMYK
- 0/100/100/0
RGB
- 237/27/46
RGB
- 237/27/46
HEX
- ED1B2E
HEX
- ED1B2E
Neutral
PMS COOL GRAY 11
CMYK - 0/0/0/70
RGB - 109/110/112
HEX - 6D6E70
RED CROSS RED (PMS 485)
CMYK - 0/100/100/0
RGB - 237/27/46
HEX - ED1B2E
LIGHT
LIGHT
GRAY
GRAY
(COOL
(COOL
GRAY
GRAY
3) 3)
CMYK
CMYK
- 0/0/0/15
- 0/0/0/15
RGBRGB
- 215/215/216
- 215/215/216
HEXHEX
- D7D7D8
- D7D7D8
LIGHT GRAY (COOL GRAY 3)
MED. GRAY (COOL GRAY 8)
BLACK
CMYK - 0/0/0/15
CMYK - 0/0/0/40
CMYK - 0/0/0/100
RGB - 215/215/216
RGB - 159/159/163
RGB - 0/0/0
HEX - D7D7D8
HEX - 9F9FA3
HEX - 000000
BLACK
BLACK
CMYK
- 0/0/0/100
CMYK
- 0/0/0/100
RGB
- 0/0/0
RGB
- 0/0/0
KHAKI
KHAKI
(PMS
(PMS
4535)
4535)
SAND
SAND
(PMS
(PMS
7530)
7530)
GOLD
GOLD
(PMS
(PMS
130)130)
HEX
- 000000
HEX
- 000000
CMYK
CMYK
- 0/4/30/11
- 0/4/30/11
CMYK
CMYK
- 0/8/21/32
- 0/8/21/32
CMYK
CMYK
- 0/30/100/0
- 0/30/100/0
RGBRGB
- 226/215/172
- 226/215/172
RGBRGB
- 180/169/150
- 180/169/150
RGBRGB
- 236/183/49
- 236/183/49
HEXHEX
- E2D7AC
- E2D7AC
HEXHEX
- B4A996
- B4A996
HEXHEX
- ECB731
- ECB731
MED.
MED.
GRAY
GRAY
(COOL
(COOL
GRAY
GRAY
8) 8)
CMYK
CMYK
- 0/0/0/40
- 0/0/0/40
RGBRGB
- 159/159/163
- 159/159/163
HEXHEX
- 9F9FA3
- 9F9FA3
SAFETY
SAFETY
GREEN
GREEN
(PMS
(PMS
360)360)
CMYK
CMYK
- 58/0/80/0
- 58/0/80/0
RGBRGB
- 142/192/108
- 142/192/108
HEXHEX
- 8EC06C
- 8EC06C
BLACK
SAFETY
GREEN
(PMS 360)
FOREST GREEN (PMS 364)
KHAKI (PMS 4535)
SAND (PMS 7530)
GOLD (PMS 130)
SAFETY GREEN (PMS 360)
FOREST GREEN (PMS 364)
CMYK
- 0/0/0/100
CMYK
CMYK - 65/0/100/42CMYK - 0/8/21/32
CMYK - 0/4/30/11
CMYK - 0/30/100/0
CMYK - 58/0/80/0
CMYK - 65/0/100/42
RGB- -58/0/80/0
0/0/0
RGB
RGB - 236/183/49
RGB - 142/192/108
RGB - 83/123/53
HEX 142/192/108
- 000000 RGB - 226/215/172RGB - 83/123/53 RGB - 180/169/150
HEX - 8EC06C
HEX
537B35
HEX - E2D7AC
HEX - B4A996
HEX - ECB731
HEX - 8EC06C
HEX - 537B35
GOLD
(PMS
130)
SAFETY
GREEN
(PMS
360)
FOREST
GREEN
(PMS
364)
LIGHT
LIGHT
BLUE
BLUE
(PMS
(PMS
290)290)
SKYSKY
BLUE
BLUE
(PMS
(PMS
542)542)
CLASSIC
CLASSIC
BLUE
BLUE
(PMS
(PMS
PROC
PROC
BLUE)
BLUE) MIDNIGHT
MIDNIGHT
BLUE
BLUE
(PMS
(PMS
7692)
7692)
GOLD
(PMS
130)
SAFETY
GREEN
(PMS
360)
FOREST
GREEN
(PMS
364)
CMYK
- 0/30/100/0
CMYK
- 58/0/80/0
CMYK
- 65/0/100/42
CMYK
CMYK
- 25/2/0/0
- 25/2/0/0
CMYK
CMYK
- 62/22/0/3
- 62/22/0/3
CMYK
CMYK
- 100/10/0/10
- 100/10/0/10
CMYK
CMYK
- 100/45/0/45
- 100/45/0/45
CMYK
- 0/30/100/0
CMYK
- 58/0/80/0
CMYK
- 65/0/100/42
RGB
- 236/183/49
RGB
- 142/192/108
RGB
- 83/123/53
RGBRGB
- 196/223/246
- 196/223/246
RGBRGB
- 86/160/211
- 86/160/211
RGBRGB
- 0/145/205
- 0/145/205
RGBRGB
- 0/75/121
- 0/75/121
RGB
- 236/183/49
RGB
- 142/192/108
RGB
- 83/123/53
HEX
- ECB731
HEX
- 8EC06C
HEX
- 537B35
HEXHEX
- C4DFF6
- C4DFF6
HEXHEX
- 56A0D3
- 56A0D3
HEXHEX
- 0091CD
- 0091CD
HEXHEX
- 004B79
- 004B79
HEX
- ECB731
HEX
- 8EC06C
HEX
- 537B35
Color proportion
SKY BLUE (PMS 542)
CMYK - 62/22/0/3
RGB -(PMS
86/160/211
GOLD
130)
HEX
- 56A0D3
CMYK
- 0/30/100/0
RGB
- 236/183/49
LIGHT
BLUE
(PMS
290)
LIGHT
BLUE
(PMS
290)
HEX
- -ECB731
CMYK
- 25/2/0/0
CMYK
25/2/0/0
RGB
- 196/223/246
RGB
- 196/223/246
HEX
C4DFF6
HEX - C4DFF6
WHITE
WHITE size requirements
PMSPMS
COOL
COOL
GRAY
GRAY
11
11
REDRED
CROSS
CROSS
REDRED
(PMS
(PMS
485)485)
As long as CMYK
minimum
are
followed,
the
button
can
CMYK
- 0/0/0/0
- 0/0/0/0
CMYK
CMYK
- 0/0/0/70
- 0/0/0/70
CMYK
CMYK
- 0/100/100/0
- 0/100/100/0
RGBRGB
- 255/255/255
- 255/255/255
RGB
RGB
- 109/110/112
- scaled
109/110/112
RGBRGB
- 237/27/46
- 237/27/46
be separated
from
the wordmark
and
on its own.
Remember
HEXHEX
- FFFFFF
- FFFFFF
HEXHEX
- 6D6E70
- 6D6E70
HEXHEX
- ED1B2E
- ED1B2E
to include the wordmark in the viewing area.
6 pixels
.06 inches (~1.5 mm)
Primary
Clear space
CLASSIC BLUE (PMS PROC BLUE)
MIDNIGHT BLUE (PMS
7692)BLUE (PMSDEEP
LIGHT
290) RED (PMS 7622)
SKY BLUE (PMS 542)
CLASSIC BLUE (PMS PROC BLUE)
CMYK - 100/10/0/10
CMYK - 100/45/0/45 CMYK - 25/2/0/0 CMYK - 0/97/89/45 CMYK - 62/22/0/3
CMYK - 100/10/0/10
- 0/145/205
RGB
- 0/75/121
SAFETYRGB
GREEN
(PMS 360)
FOREST
GREEN
(PMS 364)
RGB - 196/223/246RGB - 127/24/27 RGB - 86/160/211
RGB - 0/145/205
HEX
- 0091CD
HEX
- 004B79
HEX
7F181B
CMYK
- 58/0/80/0
CMYK
- 65/0/100/42
HEX - C4DFF6
HEX - 56A0D3
HEX - 0091CD
RGB
142/192/108
RGB
83/123/53
SKY
BLUE
(PMS
542)
CLASSIC
BLUE
(PMS
PROC
BLUE) MIDNIGHT
MIDNIGHT
BLUE
(PMS
7692)
DEEP
RED
(PMS
7622)
SKY
BLUE
(PMS
542)
CLASSIC
BLUE
(PMS
PROC
BLUE)
BLUE
(PMS
7692)
DEEP
RED
(PMS
7622)
HEX
- -8EC06C
HEX- -100/10/0/10
CMYK
- 62/22/0/3
CMYK
-537B35
100/10/0/10
CMYK
- 100/45/0/45
CMYK
- 0/97/89/45
CMYK
62/22/0/3
CMYK
CMYK
- 100/45/0/45
CMYK
- 0/97/89/45
RGB
- 86/160/211
RGB
- 0/145/205
RGB
- 0/75/121
RGB
- 127/24/27
RGB
- 86/160/211
RGB
- 0/145/205
RGB
- 0/75/121
RGB
- 127/24/27
HEX
- 56A0D3
HEX
- 0091CD
HEX
- 004B79
HEX
- 7F181B
HEX
- 56A0D3
HEX
- 0091CD
HEX
- 004B79
HEX
- 7F181B
MIDNIGHT BLUE (PMS 7692)
CMYK - 100/45/0/45
RGB - 0/75/121
HEX - 004B79
BLACK
BLACK
CMYK
CMYK
- 0/0/0/100
- 0/0/0/100
RGBRGB
- 0/0/0
- 0/0/0
HEXHEX
- 000000
- 000000
FOREST
FOREST
GREEN
GREEN
(PMS
(PMS
364)364)
CMYK
CMYK
- 65/0/100/42
- 65/0/100/42
RGBRGB
- 83/123/53
- 83/123/53
HEXHEX
- 537B35
- 537B35
DEEP
DEEP
REDRED
(PMS
(PMS
7622)
7622)
CMYK
CMYK
- 0/97/89/45
- 0/97/89/45
RGBRGB
- 127/24/27
- 127/24/27
HEXHEX
- 7F181B
- 7F181B
DEEP RED (PMS 7622)
CMYK - 0/97/89/45
RGB - 127/24/27
HEX - 7F181B
Although individual pieces may vary, notice that the
cumulative effect keeps the overall brand color balance.
CLASSIC BLUE (PMS PROC BLUE)
CMYK - 100/10/0/10
RGB - 0/145/205
HEX - 0091CD
MIDNIGHT BLUE (PMS 7692)
CMYK - 100/45/0/45
RGB - 0/75/121
HEX - 004B79
Typography
Name and use
Weights
Cases
Colors
RESTRICTED
DIGITAL USE
DEEP RED (PMS 7622)
CMYK - 0/97/89/45
RGB - 127/24/27
HEX - 7F181B
Tone of voice
Information
Voice
Akzidenz-Grotesk Standard family is used to
clearly and objectively communicate information.
Georgia Regular family is used for storytelling,
expressing opinions and calls to action.
Regular or Bold for heads and subheads.
Regular for body copy.
Bold or Italic for emphasis.
Regular for heads, subheads
and body copy.
Bold or Italic for emphasis.
Upper- and lowercase
or ALL CAPS.
Upper- and lowercase.
Sentence case, NOT title case.
Sentence case, NOT title case.
Preferred:
Red Cross Gray
Preferred:
Red Cross Gray
When necessary:
Red Cross Black
When necessary:
Red Cross Black
Use sparingly:
Red Cross Red
White
Secondary colors
Use sparingly:
Red Cross Red
White
Secondary colors
When Akzidenz is unavailable in digital situations, use
Arial. In addition, use Arial in external, customizable pieces.
Akzidenz should be available on Red Cross computers.
If not, email brandid@redcross.org.
Georgia is a system font and should be available
on any Mac or PC.
©2014 The American Red Cross name and logo are registered trademarks of the American Red Cross.
How we talk is as
important as what
we talk about.
Uplifting. The work we create
will often be highly emotional,
but never with a focus on the
devastation, destruction or
disaster. We want to leave
people with a feeling of hope
and possibility. We want them
to feel that they can make a
difference through the
American Red Cross.
Empowering. We are a brand
that relies on people–both the
people we help and those who
embody the Red Cross and
deliver on our mission. We want
everyone to feel empowered
to be a part of this network,
to help us make a difference
in times of need.
Inviting. We are open and
accessible to anyone and
everyone who wants to assist
us in our mission. We are not
intimidating or directive.
Personal. Our care is selfless,
not self-serving. We treat every
person we help and everyone
who helps us as an individual.
We want them to feel care and
compassion every time we
interact with them. We are not
yelling our message from the
rooftops. We treat every
individual with respect.
116906-12/14