Red Cross Brand Guidelines

Brand Guidelines

• The Red Cross stands as a worldwide symbol of goodwill and humanitarianism. A trusted and respected emblem is invaluable; though consistent usage, our organization is stronger and able to communicate a unified message
• Red Cross Clubs must follow Brand Standards and style guidelines in all external communications
• Red Cross Clubs can use the Red Cross Club logo available on Brand Central, request sub-brand lockup logo, or use one of the three American Red Cross logo families (button, classic, wordmark)
• Your local Red Cross Unit can provide access to promotional materials on Brand Central for club recruitment, club member recognition, club events and fundraisers, as needed
• Red Cross Clubs may obtain promotional products from the national branded merchandise vendor. Your local Red Cross Unit can provide your club with access and/or assistance with placing an order with the national vendor

Style Guidelines

• When talking about the American Red Cross on any official material, it is important to follow the approved Red Cross style. Here are the basic guidelines:
  • Refer to the organization as the American Red Cross in first sentence, and the Red Cross thereafter
  • Don’t use the acronym ARC to represent the organization
  • The legal name of the organization is The American National Red Cross (Note that the word “The” is capitalized). Use the legal name only in legally binding documents and in publications committing the Red Cross to the expenditure of funds
  • In materials you should use the Akzidenz-Grotesk or Georgia fonts