1. Principles
Aspirin® brand elements should be used across all communication levels. However, these elements should be used differently when applied to different communication levels.
Brand led
Lead with brand photography. Any brand message should be kept short and precise.
Pillar led
Lead with the correct Pillar photography per product. Allow further information to be displayed at the bottom divider layout.
Message led
Lead with brand message and typography, allowing the benefit to be the large element in the page.
Product led
Lead with product photography and a brand message.
Campaign led
Lead with any local campaign, allowing the Aspirin® brand asset to be present. Any new campaign should adopt Aspirin’s® look and feel.
2. Communication Constructs
Brand led - Photography
Brandmark
Photography
Brandmark + product
Message + product
Brand led - Message
Message + product 50/50
RTB + product 50/50
Message + product 70/30
RTB + product 70/30
Pillar led
Campaign led
Message led
Product led
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.