Brand Guidelines for Partners 2019

BRAND GUIDELINES 2019 P. P. 2

(RED) BRAND GUIDELINES 2019 GUIDELINES BRAND HELLO. Good to have you! (RED) is a nonprofit organization that fights AIDS. 100% of all proceeds generated from Partners go directly to The Global Fund, which distributes the money to work on the ground in Ghana, Kenya, Lesotho, Rwanda, South Africa, Swaziland, Tanzania, and Zambia. We believe a strong brand keeps us inspiring and relevant, and can help you tell your story better, too. These guidelines should educate you on (RED) and equip you to message about us in the best ways possible. P. P. 3

(RED) 2019 GUIDELINES BRAND CONTENT OVERVIEW

ABOUT FOR PARTNERS

4. Our Story 23. Partner Logos

6. Our Progress 24. Partnership Language

8. Our Partners 27. Packaging Guidelines

29. Partner Cheat Sheet THE BRAND 11. Brand Lens ASSETS + CONTACT

12. Our Logos 30. Assets 14. Registration 31. Say Hello

15. Copyright

16. Typefaces

17. Color

18. The Parentheses

19 (RED) Words

20. Language & Tone P. P. 4

OUR STORY

(RED) was created by Bono and Bobby Shriver in 2006 to transform the collective power of consumers into a global force of critical, lifesaving aid. (RED)

BRAND GUIDELINES 2019 GUIDELINES BRAND We work with the world’s most iconic brands— including Apple, Starbucks, Belvedere Vodka, Bank of America, and more—to develop (PRODUCT)RED branded products and experiences that, when purchased, trigger corporate giving to the Global Fund.

With these contributions, the Global Fund ﬁnances programs in sub-Saharan Africa, which provide HIV+ pregnant women access to the lifesaving medication they need to ensure their babies are born HIV-free. P. P.

5 (RED) 2019 GUIDELINES BRAND WE TURN POSSIBILITY INTO REALITY,

CONSUMERS & BUSINESSES INTO LIFESAVERS,

AND GLOBAL INFLUENCERS INTO INSPIRED VOICES. P. P. 6

(RED) 2019 GUIDELINES BRAND OUR PROGRESS

In 2000, 1200 babies were born with HIV every day. Today, that number has reduced by nearly two-thirds. We can get this number to zero.

That’s great progress, but it’s not enough. The transmission of HIV from moms to their babies can be stopped in 95% of cases if an HIV+ pregnant woman has access to lifesaving medication, which costs as little as 20 cents a day.

Every generation is known for something. Let’s be the one to deliver an AIDS free generation. P. P. 7 (RED) DOLLARS AT WORK

(RED) BRAND GUIDELINES 2019 GUIDELINES BRAND $ $600M 100% 140M (RED) MONEY GOES TO FIGHT HIV/AIDS PEOPLE IMPACTED GENERATED FOR WITH NO OVERHEAD THE GLOBAL FUND TAKEN BY (RED) OR TGF OUR PARTNERS P. P. 8

(RED) 2019 GUIDELINES BRAND P. P. 9

(RED) BRAND GUIDELINES 2019 GUIDELINES BRAND THERE IS AN END TO AIDS. IT’S YOU.

We are always looking to get the best and “brightest people working for the most vulnerable.”

—BONO P. P.

10 (RED) 2019 GUIDELINES BRAND

THE BRAND P. P. 11

BRAND LENS

VISION To make the right to tomorrow a reality for everyone. (RED)

BRAND GUIDELINES 2019 GUIDELINES BRAND POSITIONING (RED) disrupts philanthropy. (RED) rallies the corporate sector for the Global Fund’s ﬁght against AIDS. We do so by driving money and awareness through the sale of (PRODUCT)RED products and creating experiences that bring together youth, brands, inﬂuencers, and people’s passions.

VALUES PROVOCATIVE • INSPIRING • SMART

11 P. P. 12

(RED) 2019 GUIDELINES BRAND OUR LOGO LOGO USAGE THE (RED) LOGO We could show you a bunch of examples of our logos being misused and mistreated—but

(RED) represents the organization. that looks ugly, and you’re better than that! So This mark is primarily used by (RED) if you wouldn’t mind adhering to the rules in and partners to communicate the the following examples:

master brand and the organization’s Stick to Our Colors eﬀorts to ﬁght AIDS. Please only use logo in approved red or white knockout on color, texture, or photo background. NOTE: Any additional uses of a ® or a Keep the Typeface ™ will be assessed by (RED)’s legal Please don’t change the font inside the counsel on a case-by-case basis. parentheses.

Don’t Lose the Parenthesis We like to keep them around.

Leave the Special Effects to Us, Please Please refrain from using drop shadows, color outlines or any other effects on the (RED) logo.

Do Not Make it Your Own Please refrain from using any other typefaces to make the (RED) logo. P. P. 13

(RED) 2019 GUIDELINES BRAND OUR LOGO LOGO USAGE THE (PRODUCT)RED LOGO (PRODUCT)RED has it’s own rules, so if you could follow these guidelines it would be greatly

The use of this mark is required on appreciated! the products themselves, the product

packaging, and on the partner’s Stick to Our Colors Please only use logo in approved red or white website. This mark should not be knockout on color, texture, or photo background. confused with (RED), nor should it Keep the Typeface be used interchangeably. Please don’t change the font inside the parentheses. ALL CAPS! NOTE: Any additional uses of a ® or a No Special Effects ™ will be assessed by (RED)’s legal Please refrain from using drop shadows, color counsel on a case-by-case basis. outlines or any other effects on the (PRODUCT)RED logo.

Do Not Make it Your Own Please refrain from using any other typefaces to make the (PRODUCT)RED logo.

It Has to Be There Having (PRODUCT)RED written in copy doesn’t count. Whether it’s on the product itself or the packaging, the (PRODUCT)RED logo must appear somewhere on commercial merchandise P. P. 14

(RED) 2019 GUIDELINES BRAND

REGISTRATION NOTICE SOMETHING MISSING? ® We are evolving our brand and with that, refreshing out logos and moving away from ® and ™.

Our updated logos should go into eﬀect for any new products (as of July 2019). For existing products in market, ™ those do not need to be updated. P. P. 15

(RED) 2019 GUIDELINES BRAND

COPYRIGHT Additional legal language should be included on package or insert to indicate copyright. Don’t worry, it can be small, out of the way, and subject to your own design choices. Please work with your partner manager to © identify the best approach: PRODUCTS © (RED)

PRIMARY SECONDARY TRADE GOTHIC Gordita

A B C D E F G H I J K L M N O P Q R S T U V W X Y

(RED) BOLD CONDENSED NO. 20 a b c d e f g h I j k l m n o p q r s t u v w x y z

BRAND GUIDELINES 2019 GUIDELINES BRAND 0 1 2 3 4 5 6 7 8 9

(ALL CAPS) A B C D E F G H I J K L M N O P Q R S T U V W X Y a b c d e f g h I j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 A B C D E F G H I J K L M N O P Q R S T U V W X Y a b c d e f g h I j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9

A B C D E F G H I J K L M N O P Q R S T U V W X Y Partners are responsible for NOTE: a b c d e f g h I j k l m n o p q r s t u v w x y z obtaining typefaces on their own. 0 1 2 3 4 5 6 7 8 9

A B C D E F G H I J K L M N O P Q R S T U V W X Y a b c d e f g h I j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 P. P. COLOR 17

To minimize confusion and ensure the significance of our color, we request that the prominent use of other reds and colors with similar tonal quality—pinks, oranges, etc.—in proximity to our red are to be avoided. (RED) BRAND GUIDELINES 2019 GUIDELINES BRAND

RED WHITE BLACK RED ON RED

PMS: P 187C It’s White It’s Black To be used lightly

CMYK: C 23 M 100 Y 87 K 15 CMYK: C 30 M 95 Y 100 K 45

RGB: R 171 G 26 B 45 RGB: R 120 G 216 B 1 MEDIUM GRAY TCX, for textiles: 19-1761 HEX: #731401 10% Black HEX: #AF1E2D

LIGHT GRAY

5% Black P. P. THE PARENTHESES 18

Our parentheses are powerful. We often use them as a graphic element in marketing and communications to surround all sorts of things like new products, stuff we like, positive imagery, social media assets, and things that inspire us. We encourage you to use them in your visuals to showcase your partner products or to elevate your partner messaging. (RED) Please use the following guidelines when you use the BRAND GUIDELINES 2019 GUIDELINES BRAND parentheses: • Texture is permissible, as long as it does not start to denigrate the shape and legibility • The parentheses can be placed on any background as long as legibility remains in tact. • Only use the parentheses in white when on a dark color or dark textured background, or on backgrounds with colors in the red family that might clash with our approved red color.

Approved: Positive imagery of people, imagery of your partner Image: Photographed items/collection, optimistic impact imagery of (RED)’s work on Examples of Parens the ground

Not Approved: Negative or victimizing imagery, profane language. P. P. WORDS 19

We love our (RED) words, and it turns out that our fans love them too. They’re what we’re known for, and we encourage you to use them in your product name, product packaging, and marketing materials.

Here’s a database of some (RED) words to choose from. Let us know if there’s a different word you’d like to have locked up and (RED) the (RED) design team will create a version of the word with

BRAND GUIDELINES 2019 GUIDELINES BRAND (RED) in it that adheres to our guidelines.

Image: Photographed Example of (PRODUCT)REDTM Logo APPROVED

P. P. “people living with HIV”

“contributions support (RED)’s ﬁght” “(RED)’s ﬁght” “We CAN make it ZERO” “(RED) is an organization” “ provide XX days of life-saving medication” (RED) can

BRAND GUIDELINES 2019 GUIDELINES BRAND “the AIDS pandemic”

UNAPPROVED LANGUAGE & TONE “AIDS victims” or “AIDS patients” “contributions support (RED)” (RED) is a positive and hopeful brand. Our purpose is “(RED)’s war” or “(RED)’s battle” mighty—the ﬁght against AIDS is an emergency. Our brand talks about it in a way that outlines what we CAN “We WILL make it ZERO” do. We inspire people rather than guilt people into action. “(RED) is a charity” or “cause”

We stay away from patronization and victimization. The “will provide XX days of life-saving medication” language we use reﬂects that philosophy. “the AIDS epidemic” P. P. 21

(RED) 2019 GUIDELINES BRAND

FOR PARTNERS P. P. 22

(RED) BRAND GUIDELINES 2019 GUIDELINES BRAND HEY, PARTNERS This section is for you. Welcome to the (RED) family. No matter if you are a Product Partner or a Proud Partner, the following pages will help you show off the partnership, talk about (RED), and get INSPI(RED). P. P. PARTNER LOGOS 23

(RED) YOUR LOGO | BRAND GUIDELINES 2019 GUIDELINES BRAND

(PRODUCT)RED is required on the product As a partner, (RED) will elevate your logo to In a situation where a brand cannot or will not itself or packaging. We would love it if you the power of RED—e.g. (YOUR LOGO)RED. We use (BRAND)RED, we will instead use (RED) as a logo mark after a partner logo with the use of a also used it on additional marketing encourage you to have this present in your division line. Decisions will be made on a case- materials, such as in-store communications product name, product packaging, and by-case basis, but some parameters include: or social imagery. marketing materials. To use in text, elevate your name to the power of RED in all caps. • A short term (1-2 year) partnership (PRODUCT)RED in copy does not count— e.g. (YOUR LOGO)RED. there must be a visual representation in the • Specific restrictions form of the logo. The mark should only be Please provide your logo in both full color and • Designer integration that prohibits the written out in text if found in marketing copy. knockout in .eps format. The (RED) design brand going into the parens team will create the (YOUR LOGO)RED logo for the partnership using our brand colors, and will send back to you for your use. P. P. PARTNERSHIP LANGUAGE 24

PARTNERSHIP LINE PRODUCT NAMING

Use this formula when referencing the partnership on packaging, in press To make it easy for you to talk about your partner products and our partnership in releases, on your website and on marketing collateral. We will provide you your marketing, advertising, web and PR, we came up with best practices found with this line in vector format for easy use across your assets. below. To describe the name of the partner products or collections:

(RED) Formula: Preferred Formula:

BRAND GUIDELINES 2019 GUIDELINES BRAND [insert Company Name] is proud to be a partner of (RED). (COMPANY NAME)RED immediately followed by Product Name

Visual form: • Example: “The (VESPA)RED tee retails for…” Salesforce is proud to be a partner of Alternative Formula: Written form: (PRODUCT)RED immediately followed by product name Salesforce is proud to be a partner of (RED). • Example: “The (PRODUCT)RED playing cards retail for…” P. P. PARTNERSHIP LANGUAGE 25

CONTRIBUTION LINE FINE PRINT

All money raised from your partnership will go directly to work on the In addition to the contribution line, there are many cases where there is additional ground to fund HIV/AIDS Global Fund grants that (RED) supports. This is fine print required on packaging and marketing materials. The two ways disclose an important point and we want to help you talk about it. Here are two fine print are either an asterisk and including the information in smaller but legible examples that are generally acceptable for meeting best practices for font, or an asterisk directing consumers to a website where all necessary

(RED) Cause Marketing in each U.S. State. information lives

BRAND GUIDELINES 2019 GUIDELINES BRAND As a dollar amount: Required: “$5 from every (BEATS BY DRE)RED Solo2 Headphones will go to the • Beneficiary, if not called out in the larger contribution line (i.e. U.S. Fund for Global Fund to fight AIDS with (RED).” the Global Fund or the Global Fund)

As a percentage: • Purpose/Location (e.g. the Global Fund to support HIV prevention programs “5% of the purchase price of every (BEATS BY DRE)RED Solo2 Headphones in sub-Saharan Africa) will go to the Global Fund to fight AIDS with (RED).” • Any maximum or minimums being donated (e.g. $5 will be donated to the As a flat contribution: Global Fund up to $100,000, or $5 will be donated to the Global Fund with (BEATS BY DRE)RED has committed $100,000 to the Global Fund to fight a minimum guaranteed donation of $100,000) AIDS with (RED) • Dates of promotion if applicable for marketing materials

• Location of sub-Saharan Africa if leveraging cost of medication per day (e.g. 20 cents messaging) P. P. PARTNERSHIP LANGUAGE 26

ADDITIONAL IMPACT

If of interest, partners can expand upon impact language on marketing materials. Below are a few example of how it could come to life. Please reach out to your partner manager if this is of interest as there are additional stats and messaging that can be leveraged. (RED)

BRAND GUIDELINES 2019 GUIDELINES BRAND Example One: Example Three: “20 cents a day is all it takes to keep someone living with HIV alive and “AIDS no longer has to be a death sentence. When you purchase (BEATS BY healthy. With every purchase of (BEATS BY DRE)RED headphones, DRE)RED, your purchase is helping support (RED)’s fight to end AIDS.” (BEATS BY DRE)RED will contribute enough to provide over 7 days of life-saving medication” Example Four: “500 babies will be born with HIV today. Same thing tomorrow. And the next day. Example Two: You have the power to change this by shopping (BEATS BY DRE)RED and “AIDS is still a crisis, but you have the power to change this. 20 cents a day supporting (RED)’s fight to end AIDS.” is all it takes to keep someone living with HIV alive and healthy. Shop (BEATS BY DRE)RED and save lives.” P. P. PACKAGING GUIDELINES 27

REQUIRED ELEMENTS

1 The (PRODUCT)RED mark

2 Your contribution line (RED) BRAND GUIDELINES 2019 GUIDELINES BRAND

3 Using (RED)’s Pantone Color

• You know you, and you know your brand. If a different version of our red will work 2 better for sales, we understand. But we’d love for you to start with our Pantone.

©(RED)

*For demonstration purposes only P. P. PACKAGING GUIDELINES 28

NON-REQUIRED ELEMENTS

1 (YOUR NAME)RED Logo 1

2 CALM is proud to be (RED) a partner of (RED) 2 Your partnership line CALM is proud to be

BRAND GUIDELINES 2019 GUIDELINES BRAND (e.g.,“XX is proud to be a partner of (RED)”) a partner of (RED)

3 Please avoid using the (RED) logo on your products and packaging unless it appears in reference to the company itself.

(Only under special circumstances will (RED) consider allowing partners to use the (RED) logo on products. Please

3 consult your partner manager with further questions.)

*For demonstration purposes only P. P. PARTNER CHEAT SHEET 29

(RED) 2019 GUIDELINES BRAND Was that a lot to digest? If you’ve clicked through the previous pages and still have questions about your partnership details, check out this easy-to-reference guide that will tell you exactly what you need to know!

PRODUCTS NONPRODUCTS

Required On Packaging (if product): Required: • (PRODUCT)RED • (BRAND LOGO)RED • Contribution Line • Contribution Line • Copyright

Optional On Packaging: Optional On Packaging: • Additional Impact Language • (BRAND LOGO)RED • Additional Impact Language P. P. ASSETS

30 (RED) 2019 GUIDELINES BRAND Please download the (RED) logo, the (PRODUCT)RED logo, and the Parens here. Assets + Contact

P. P. SAY HELLO 31

(RED) 2019 GUIDELINES BRAND [email protected]

JoinRED

RED

31 THANKS

QUESTIONS? Please contact your partner manager