Photography
Our photography captures the exact moment in time when Aspirin® affects a persons body and mind, where they start to feel better. We call it the Aspirin® Effect. The Aspirin® texture and teal color should be applied to any image whether in a studio photo-shoot or as an additional filter to purchased images.
Brandmark
The Bayer Aspirin® Brandmark is our most valuable asset and should be featured with care and consistency. Our Brandmark is comprised of the Bayer Cross and the Aspirin® Wordmark. These two elements exist in a predetermined arrangement,and may never be altered or separated. The primary use of our Brandmark is white on an Aspirin Texture background. This treatment should be used in most cases.
The secondary use of our Brandmark is Pantone® green on a light background (photography or solid color).
The black brandmark should only be used where the use of color is restricted.
Science visualization
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Texture
The teal background gradient has been created to illustrate the Aspirin® Effect. The transformation from dark to light symbolises physical and emotional transformation experienced after taking Aspirin®. The Teal background is one of our primary brand assets and it should be used across all touch points and communications.
It has been created as a gradient color using two of our brand colors, dark green and digital teal. For consistency, a horizontal, linear gradient should be used. The graduated blend between the two colors should be evenly spaced.
Colors
The Aspirin® identity is made up of a series of colors. These colors make the brand distinctive and ownable. The most dominant colors for our brand are teal and dark green. Digital teal is a highlight color and should never be used for more than 10% of any individual application.
The UpSweep
The UpSweep is our primary distinctive asset. It symbolises the Aspirin® Effect and the transition from physical symptoms to the positive impact Aspirin® delivers. It should be used on all brand communications.
Typography
Brown is our brand typeface. It’s bold, accessible and has modern aesthetic. The primary weight to be used across all application is Brown Bold Italic. It symbols the transition from symptoms, to the positive impact Aspirin® brings. Secondary weights should be used for Subheadings, body copy and various text headlines across applications.
Packaging
The Aspirin® packaging should always be positioned above the UpSweep. For most applications the primary position of the packaging is to the left, aligned to the Bayer Cross. The packaging should be placed at the center of the horizontal UpSweep line. When necessary, the secondary position of the packaging is centered. This position would most likely be suited to narrow portrait formats.
Always align the packaging to the center of the horizontal UpSweep line.
In exceptional circumstances, where space is limited, the pack can be placed at the edge of the UpSweep. See example to the left.
Moving image
Where possible, Aspirin’s® photography principles should be considered for moving image. Any new footage, can be styled, framed and lit according to the Aspirin® photography principles. The Aspirin® UpSweep can be animated, emphasising its direction from the left to right.
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