RFL of IW :: Logos and Branding

Branding Summary

Here is a brief explanation of the branding of the ACS and Relay.

  • The true long form would be "American Cancer Society Relay For Life of InWorldz"
  • "Relay For Life" is always written with an upper case "For"
  • The location always follows the "Relay For Life" with a lower case "of" "Relay For Life of InWorldz"
  • This can be shorten in one of two ways: "RFL of IW" as the preferred short form and "RFL of InWorldz" as leaser used written short form.

You will notice that all of American Cancer Society's logos have a TM (Trademark, definition below) symbol imbedded (circle R), which means there are rules you *must* follow in order to use it.

  1. Logo needs to remain intact. It cannot, by law, be chopped up, re-colored or modified in any way. Please don't stretch or squish the logo without keeping the original proportions. On the example prim, the correct logo proportions are found in the top left corner.
  2. Logo must hold clear margins and be clear of all encroachment (peripheral design). This means keep some white space around the logo itself. Don't place it right next to another graphic or border.
  3. It cannot be placed next to any profanity or anything that detracts for the American Cancer Society mission. Please - this brand is precious to all of us and we want to keep it held with the best possible regard and reputation.
  4. Please do not alter the design by removing the American Cancer Society logo. This is event is supported by American Cancer Society resources and trademarked.
  5. The use of all American Cancer Society Relay For Life logos is for Relay For Life purposes only! We cannot sell items with the any of these logos on them. If you see an item FOR SALE displaying any of the TM logos, please contact us.

Official Relay For Life Branding Guidelines

The following guidelines are intended to ensure consistent branding of all communications materials and outreach for Relay For Life. The primary guidelines are below:

  • Always write American Cancer Society in full. Never use "ACS" as a short form.
  • Please refer to the event as follows:
    • Event Name: American Cancer Society Relay For Life of INSERT NAME County
    • Short Event Name: Relay For Life
    • Plural Event Name: Relays
  • The first reference to the event in materials should always be the full name of the event (American Cancer Society Relay For Life of INSERT NAME County).
  • Always capitalize the "F" in Relay For Life. Stylistic manuals support the capitalization of brand or trade names. It is not uncommon in advertising and journalistic writing to capitalize certain key words for emphasis. The marketing benefit of capitalizing the "F" is a stronger presentation of the event name.
  • Use American Cancer Society as often as possible when referring to Relay For Life.
  • Luminaria Ceremony: A luminaria is a paper sack filled with about an inch of sand supporting a lighted candle.
    • Do not use "luminary" or "luminaries."
  • A corporate sponsor's name should appear after the event name.
    • "The American Cancer Society Relay For Life of INSERT NAME County presented by XYZ Company."
      ... or ...
      "The American Cancer Society Relay For Life of INSERT NAME County sponsored by XYZ Company."
  • A community's name should appear after the event name.
    • "The American Cancer Society Relay For Life of Jefferson Township."
  • A corporate sponsor's name should never appear before American Cancer Society Relay For Life.
    • Do not use "XYZ Company's Relay For Life."
    • Do not use "XYZ Company's American Cancer Society Relay For Life."
    • Do not use "XYZ Company presents the American Cancer Society Relay For Life."
  • A community's name should never appear before American Cancer Society Relay For Life.
    • Do not use "Jefferson's Relay For Life."
    • Do not use "Jefferson Township's American Cancer Society Relay For Life."
    • Do not use "Jefferson County presents the American Cancer Society Relay For Life."
  • Everything on white paper only, please. This is a fundamental branding guideline including the American Cancer Society logo, as all lettering and the sword need to remain white.
  • Do not separate the elements of the American Cancer Society or Relay For Life logo. For example, do not separate the words "Relay For Life" from the American Cancer Society logo. This applies to all printed materials as well as clothing and promotional items.
  • Proportions of the American Cancer Society and Relay For Life logos should not be modified or stretched.
  • Use photography, not graphic art/clip art in print and online communications. Incorporate photos from your local event or you may find additional pictures by visiting RelayForLife.org. This guideline also applies to any print advertising received in local communities.

Font Usage

Headers : Frutiger (Bold)
Body Copy : Kepler Light/Roman
Business letter writing : Times New Roman.

These fonts are available from Bain Finch