1. Full page ad print
Brand-led
Using Studio photography
Do’s
Subject is captured in a positive moment
Subject position follows the direction of the UpSweep
UpSweep shows all three sections of transformation
Heading is simple yet engaging, written in Brown Bold Italic
Don’ts
Subject is captured without the Aspirin® Effect light
Aspirin® Logo is not placed at the top left corner
The UpSweep Short asset is not suitable for a portrait layout
Large amount of body text is not suitable for an Overlay layout
Brand + product-led
Using Studio photography
Do’s
Subject is captured in a positive moment
Subject is placed to the right of the UpSweep
Divider layout allows to display large amount of text
Heading style follows typography rules
Don’ts
The Aspirin® effect is too overpowering
Heading is overlayed on the subject face
The first section of the heading is too small
The second section of the heading is written in Brown Bold
Body text is written in dark green
Brand + product-led
Using in Situ photography
Do’s
Subject is brought to life through illumination
Subject conveys a feeling of transformation
UpSweep is placed at the bottom half of the layout
Aspirin’s URL is placed at the bottom right
Don’ts
Subject background is too bright
The first section of the heading is written in Brown Bold Italic
The packaging is not aligned to the Bayer Cross
Brand message + product-led
Using typography only
Do’s
Typography creates a sense of transformation
Headline is bold & confident
UpSweep is placed at the bottom half of the layout
Body copy placed underneath the UpSweep
Don’ts
Headline typography is not engaging
Body copy is written above the UpSweep
The second part of the headline does not uses Brown Bold Italic
Cold & Flu + product-led
Using in Situ photography
Do’s
Pillar photography uses an inner glow alongside a warm yellow filter
Accessories in photography adopting the product color
Photography background shows some natural colors alongside the Aspirin® Teal
Don’ts
Headline color is not white
The Aspirin® Effect is not correctly applied to the image
Cold & Flu + multiple products-led
Using in Situ photography
Do’s
Pillar photography uses an inner glow alongside a warm yellow filter
Accessories in photography adopting the Cold & Flu Pillar color
Multiple packages aligned to the Bayer Cross
Don’ts
The UpSweep identifier should not be used in a multiple-product ad
Yellow should not be used in typography
Cardio + product-led
Using studio photography
Do’s
Subject is illuminated in red according to the Heart Health pillar
Subject is captured in a positive moment
The Medium UpSweep is used correctly
The photography background is a shade darker than the subject
Don’ts
Subject is illuminated in purple incorrectly
The first section of the headline is written in Brown Light
The Long UpSweep is incorrect for a portrait layout
Product-led
Using typography and product only
Do’s
The Aspirin® logo is present on the packaging only
The Packaging is centered on the page
Medium UpSweep has been used to show its three stages
Gradient background on the top divider layout slightly darker
Don’ts
UpSweep is placed too high on the layout
Both sections of the divider are equal in color
Headline is written in dark green
2. Half page ad print
Product-led
Using typography and product only
Do’s
Long UpSweep device has been used on a landscape format
Subject is placed to the right side of the UpSweep
Don’ts
The Aspirin® effect has been applied incorrectly
Short UpSweep has been used incorrectly
Headline does not use Brown Bold Italic for its second part
3. Circular ad
4. Dollar bill sized coupon
5. Shelf talker
6. Point of sale
7. Lip tray
Read more about specific elements
Photography
Our photography captures the exact moment in time when Aspirin® affects a person's body and mind, where they start to feel better.
Brandmark
The Bayer Aspirin® Brandmark is our most valuable asset and should be featured with care and consistency.
Science visualization
Guidance for bringing the Aspirin Upsweep brand asset to life, to tell the story of how Aspirin Science provides the benefits of fast relief.
Texture
The teal background gradient has been created to illustrate the Aspirin® Effect.
Colors
The Aspirin® identity is made up of a series of colors.
The UpSweep
The UpSweep is our primary distinctive asset.
Typography
Brown is our brand typeface. It’s bold, accessible and has modern aesthetic.
Packaging
The Aspirin® packaging should always be positioned above the UpSweep.
Moving image
Where possible, Aspirin’s® photography principles should be considered for moving image.