1. Principles
Product led communication, especially in the Cold & Flu pillar, can use different identifiers to create a visual link with each of their products.
Photography
Clothing or accessories should adopt the product color. The product color should be not more the 20% of the overall image.
UpSweep identifier
The UpSweep identifier should always be positioned at the bottom of the UpSweep. Always use the master artwork for size and position. The color however, can changed to match the product color.
Roundel
The roundel graphic device can used for short messages such as call to action. It could be placed anywhere on the layout except over The UpSweep. Always use the master artwork. The center circle can changed to match the product color.
Use the guide to the below for visual reference.
2. Cold & Flu filter across products
The Aspirin® Effect filter should be used across all Cold & Flu products, however, each product is unique. This should be reflected in the photography. Clothing and accessories should adapt to the product color to create a stronger visual stand out and link to each product.
Product colors should look natural and not overpower the Aspirin® Teal. Allow some areas of natural color or use small accessories to introduce the product colors. Use the examples belowas a guide to creating product-led communications. More examples can be seen in Science Visualization.
Aspi Gola
Aspirin® Sinucomplex
Aspirina® Influenza E Naso
Aspirina® C
3. UpSweep identifier
The UpSweep identifier is a color band placed at the bottom of the UpSweep. Its purpose is to create a strong visual link to the Aspirin® product. The additional color is taken directly from each product packaging and its colored strip.
Always use the master artwork for size and position. The color however, could be change to match the product color.
4. Roundel
The roundel graphic device could be used alongside the UpSweep identifier. It creates a stronger visual link and product differentiation. The roundel graphic device could be used alongside the UpSweep identifier. It create a stronger visual link and product differentiation.
Color
The center circle color change to match the product and the UpSweep color.
Position
The roundel can placed as needed to create a focal point to the message. However, it should not be placed on the UpSweep.
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.