BRAND GUIDELINES 2019 P. 2 (RED) BRAND GUIDELINES 2019 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. 3 (RED) BRAND GUIDELINES 2019 (RED) 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. 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 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. 5 (RED) BRAND GUIDELINES 2019 (RED) WE TURN POSSIBILITY INTO REALITY, CONSUMERS & BUSINESSES INTO LIFESAVERS, AND GLOBAL INFLUENCERS INTO INSPIRED VOICES. P. 6 (RED) BRAND GUIDELINES 2019 (RED) 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. 7 (RED) DOLLARS AT WORK (RED) BRAND GUIDELINES 2019 $ $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. 8 (RED) BRAND GUIDELINES 2019 P. 9 (RED) BRAND GUIDELINES 2019 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 THE BRAND P. 10 (RED) BRAND GUIDELINES 2019 P. 11 BRAND LENS VISION To make the right to tomorrow a reality for everyone. (RED) BRAND GUIDELINES 2019 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. 12 (RED) BRAND GUIDELINES 2019 (RED) 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. 13 (RED) BRAND GUIDELINES 2019 (RED) 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. 14 (RED) BRAND GUIDELINES 2019 (RED) 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. 15 (RED) BRAND GUIDELINES 2019 (RED) 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) PROMOTIONAL MATERIAL © 2019 or year of publication (RED) P. TYPEFACES 16 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 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. 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 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. 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 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.