Brand Guidelines

These are the chosen colours for the Alzheimer's Society brand and are the ONLY colours that should be used for Alzheimer's Society material (along with black and white).

We must always aim to produce the logo in its primary palette, Alzheimer's Blue and Green.

It can be reproduced on white, pale imagery or on Alzheimer's Light Blue.

It should never appear on any other colours and care must be taken to avoid dark, busy or non-contrasting photographic backdrops to the logo, to ensure maximum stand-out and legibility.

When it is not possible to use the logo in its primary palette, it is reversed out of a secondary colour in white or used in black. The logo never appears in a single colour other than black or white.

Logo colour usage

There are 2 main colour uses of the Alzheimer's Society logo. Bright vibrant colours have been chosen to inspire enthusiasm and activity. The blue and green selected are fresh, pure colours that ensure stand out and legibility.

Primary palette (2 colours)

When materials are reproduced in one colour, Alzheimer's Blue can be used as a solid background or for copy. Alzheimer's Green is never used in this way.

Secondary palette (6 colours)

Warmer, subtle colours make up the secondary palette. These colours have been chosen to work in harmony with the primary palette whilst not competing with it. Colours from the secondary palette are used at 100% and must not be used as tints.

Usage

With the exception of Alzheimer's Light Grey, all colours can be used for copy. All colours from the secondary palette can be used as background colours.

It is critical that care is taken to ensure suitable contrast and therefore legibility.