AFSP

Official Websites

• https://afsp.org

Brand Guidelines

2019

Brand Summary

Mission

• The American Foundation for Suicide Prevention (AFSP) is a voluntary health organization that gives those affected by suicide a nationwide community empowered by research, education and advocacy to take action against this leading cause of death [^1].

Core Values

• community
• empowerment
• research
• education
• advocacy
• support
• diversity
• authenticity
• connection

Target Audience

• Individuals affected by suicide, including survivors, advocates, volunteers, and communities seeking support, education, and prevention resources [^2].

Personality Traits

• supportive
• empowering
• authentic
• candid
• community-focused
• inclusive
• determined

Visual Identity Overview

• The brand uses a clean, modern visual style with bold, sans-serif typography, a primary blue color palette, and geometric graphic elements inspired by the lifesaver mark. Photography emphasizes diversity, authenticity, and connection, while layouts maintain clarity, legibility, and high contrast. The logo and visual assets are consistently applied across print, digital, merchandise, apparel, and signage [^3].

Categories

Brand Imagery

• Showcase diversity in age, race and gender.
• Feel empowered, but not overly happy or celebratory.
• Feel authentic and candid.
• Show connection.
• Highlight a sense of community.
• Highlight the brand assets. Use brand colors.
• Subjects of portraits should be looking at the camera or in profile -never with their backs turned. When possible, it’s best to have the subject in front of or wearing a bold brand color.
• When bold backgrounds are not available, capture subjects in a natural setting. Determined expressions and eye contact create a sense of empowerment.
• When capturing candid moments, they should feel authentic and not posed.

Color Palette

• These are the brand colors to be associated with AFSP. The brand blue is found in the lifesaver mark.
• Brand Blue PMS 2727 CMYK 81/60/0/0 RGB 57/109/255 HEX #396DFF
• Brand Dark Gray PMS 426 CMYK 73/65/59/75 RGB 38/38/38 HEX #262626
• Brand Light Gray PMS 663 CMYK 0/2/0/5 RGB 234/234/234 HEX #EAEAEA
• Note: Percentage tints of each primary and secondary color can be used.
• Due to slight variations in color between digital and print mediums, AFSP’s color palette includes separate values for print (CMYK) and digital (RGB/HEX) uses. These are shown here with CMYK on the left and RGB/HEX on the right. Please be sure to use the appropriate value for your purposes.
• The secondary palette can be used to support AFSP’s primary colors. This palette was created to add flexibility and brightness to the brand.
• Yellow PMS 116 CMYK 0/19/92/0 RGB 255/206/8 HEX #FFCE08
• Dark Blue PMS 072 CMYK 100/75/0/0 RGB 57/40/189 HEX #3728BD
• Poppy PMS Red 032 CMYK 0/90/75/0 RGB 235/20/38 HEX #EB1426
• Green PMS 3385 CMYK 66/0/59/0 RGB 42/216/145 HEX #2AD891
• Fuchsia PMS 232 CMYK 5/95/0/0 RBG 225/42/145 HEX #E12A91
• Colors have been assigned for specific groups within AFSP. The entire palette can be used in combination with assignments, but these colors should be the primary for each vertical.
• Brand blue and AFSP Yellow can be used in combination with the color assignments for each vertical.
• Gradients can be used as additional color options as a background element.
• Brand Blue Gradient
• Dark Blue Gradient
• Poppy Gradient
• Yellow Gradient
• Green Gradient
• Fuchsia Gradient
• The gradients should only be used as a flat background element. Follow the guidelines below for best results.
• Don’t use more than one gradient per layout.
• Don’t use gradients to style graphic elements.
• Don’t use gradients as a text highlight.
• Don’t fade gradients into each other.
• Don’t use gradients as a text fill.
• Don’t use radial gradients.

Typography

• These are the main fonts to be associated with AFSP. Paul Grotesk Soft Bold is found in the mark.
• Paul Grotesk Soft Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• Avenir Next LT Pro Regular & Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890
• Avenir Next LT Pro Demibold & Demibold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890
• Avenir Next LT Pro Bold & Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890
• Fonts should be utilized according to the rules below. Use the following type hierarchy as a guide to set type in your layout. The sizes below are based on a letter-sized format.
• • Typeface: Paul Grotesk Soft Bold • Size/Leading: 35/37 pt • Kerning/Tracking: Optical/0 • Space Before: .25” • Space Affter: .0625” • Case: Title • Color: Conicides with program
• • Typeface: Avenir Next LT Pro Bold • Size/Leading: 14/20 pt • Kerning/Tracking: Optical/0 • Space Before: .1875” • Case: Title • Color: Conicides with program
• • Typeface: Avenir Next LT Pro Bold • Size/Leading: 10/15 pt • Kerning/Tracking: Optical/0 • Space Before: .125” • Case: Title • Color: Dark Gray
• • Typeface: Avenir Next LT Pro Regular • Size/Leading: 10/15 pt • Kerning/Tracking: Optical/0 • Space Before: .125” • Case: Title Case (Sentence if punctuated) • Color: Conicides with program
• • Typeface: Avenir Next LT Pro Regular • Size/Leading: 10/15 pt • Kerning/Tracking: Optical/0 • Space Before: .125” • Case: Sentence • Color: Dark Gray
• L1 Heading Title Case Level 2 Heading Title Case Level 3 Heading Title Case Level 4 heading sentence case when punctuation is used. Body copy paragraph style. Simil uet mod que officid su conecabo. Etu deni molupt dis mose reiciendit audaectiur, comnihica. Level 4 Heading Title Case Without Punctuation Body copy paragraph style. Simil uet mod que officid su conecabo. Etu deni molupt dis mose reiciendit audaectiur, comnihica.
• Additional paragraph and character styles available upon request.
• • Typeface: Avenir Next LT Pro Regular • Size/Leading: 14/20 pt • Kerning/Tracking: Optical/0 • Space Before: .0625” • Case: Sentence • Color: Dark Gray
• • Typeface: Avenir Next LT Pro Regular • Size/Leading: 14/20 pt • Kerning/Tracking: Optical/0 • Space Before: .0625” • Left Indent: .1875” • First Line Indent: -.1875” • Case: Sentence (no periods) • Color: Conicides with program
• • Typeface: Avenir Next LT Pro Regular • Size/Leading: 10/15 pt • Kerning/Tracking: Optical/0 • Space Before: .0625” • Left Indent: .625” • First Line Indent: -.1875” • Case: Sentence (no periods) • Color: Dark Gray
• • Typeface: Avenir Next LT Pro Regular • Size/Leading: 10/15 pt • Kerning/Tracking: Optical/0 • Space Before: 1” • Left Indent: .625” • First Line Indent: -.1875” • Case: Sentence (no periods) • Color: Dark Gray
• L1 Heading Title Case Intro copy sentence case. Level 2 Heading Title Case Level 3 Heading Title Case Level 4 heading sentence case when punctuation is used.
• Body copy paragraph style. Body copy that is hyperlinked to a url is body paragraph style plus hyperlink character style.
• A color highlight can be used to emphasize part of a headline. When doing this, follow the guidelines below.
• Headline Highlight Guidelines Do □ Highlight positive, uplifting or community □ Use brand colors to produce high contrast with the highlight □ Lay out text so the highlight takes up its own line □ Keep the highlight shape tight around the text Don’t Use gradients for headline highlights Highlight negative information Rotate, warp or shear the shape Call out boxes extend .125" from all edges oftext for all printed materials. Size varies for social graphics depending on the template. Leading is visually adjusted.

Logo Usage

• Clearspace and minimum space are important to retain legibility and establish brand clarity.
• Do not adjust the spacing between the lifesaver and word mark.
• X = vertical distance Of A+F in logo text
• Minimum Size Print: 0.5" Screen: 36 px
• Optimal Size Print: 0.5" Screen: 90 px
• Below are examples of approved logo use.
• Primary blue and black. Always use on white and other light neutral colors (ivory, tan, light gray).
• Knocked out white to be used over a solid color.
• Knocked out white to be use over a photograph.
• Knocked out white to be used over color Knocked out white to be used over black. Mono black for limited use only. Should only background with graphic shapes. be used when color printing is not available.
• Below are examples of how not to use the logo. Please refrain from manipulating the logo in these manners. Under no circumstances should the lifesaver or the complete logo be modified. For questions, contact branding@afsp.org.
• Do not stretch, squeeze or distort any part of the logo. Always scale uniformly.
• Do not add any effects to the logo.
• Do not change the typeface within the word mark.
• Do not place the logo over a congested or low contrast part of an image.
• Do not use any unspecified colors in the logo.
• Do not use the color logo on a dark background.

Tone And Messaging

• Showcase diversity in age, race and gender.
• Feel empowered, but not overly happy or celebratory.
• Feel authentic and candid.
• Show connection.
• Highlight a sense of community.
• Highlight the brand assets. Use brand colors.
• Subjects of portraits should be looking at the camera or in profile -never with their backs turned. When possible, it’s best to have the subject in front of or wearing a bold brand color.
• When bold backgrounds are not available, capture subjects in a natural setting. Determined expressions and eye contact create a sense of empowerment.
• When capturing candid moments, they should feel authentic and not posed.
• Let them know you care. One of the most powerful things you can do is to be present and supportive. Even when you don’t know what to say, just be with your loved one and listen to their concerns. Let them know their life matters to you.

Visual Style

• Clearspace and minimum space are important to retain legibility and establish brand clarity.
• Do not adjust the spacing between the lifesaver and word mark.
• X = vertical distance Of A+F in logo text
• Minimum Size Print: 0.5" Screen: 36 px
• Optimal Size Print: 0.5" Screen: 90 px
• Primary blue and black. Always use on white and other light neutral colors (ivory, tan, light gray).
• Knocked out white to be used over a solid color.
• Knocked out white to be use over a photograph.
• Knocked out white to be used over color background with graphic shapes.
• Knocked out white to be used over black.
• Mono black for limited use only. Should only be used when color printing is not available.
• Do not stretch, squeeze or distort any part of the logo. Always scale uniformly.
• Do not add any effects to the logo.
• Do not change the typeface within the word mark.
• Do not place the logo over a congested or low contrast part of an image.
• Do not use any unspecified colors in the logo.
• Do not use the color logo on a dark background.
• These are the brand colors to be associated with AFSP. The brand blue is found in the lifesaver mark.
• Brand Blue PMS 2727 CMYK 81/60/0/0 RGB 57/109/255 HEX #396DFF
• Brand Dark Gray PMS 426 CMYK 73/65/59/75 RGB 38/38/38 HEX #262626
• Brand Light Gray PMS 663 CMYK 0/2/0/5 RGB 234/234/234 HEX #EAEAEA
• Percentage tints of each primary and secondary color can be used.
• Due to slight variations in color between digital and print mediums, AFSP’s color palette includes separate values for print (CMYK) and digital (RGB/HEX) uses. These are shown here with CMYK on the left and RGB/HEX on the right. Please be sure to use the appropriate value for your purposes.
• The secondary palette can be used to support AFSP’s primary colors. This palette was created to add flexibility and brightness to the brand.
• Yellow PMS 116 CMYK 0/19/92/0 RGB 255/206/8 HEX #FFCE08
• Dark Blue PMS 072 CMYK 100/75/0/0 RGB 57/40/189 HEX #3728BD
• Poppy PMS Red 032 CMYK 0/90/75/0 RGB 235/20/38 HEX #EB1426
• Green PMS 3385 CMYK 66/0/59/0 RGB 42/216/145 HEX #2AD891
• Fuchsia PMS 232 CMYK 5/95/0/0 RGB 225/42/145 HEX #E12A91
• Gradients can be used as additional color options as a background element.
• Brand Blue Gradient
• Dark Blue Gradient
• Poppy Gradient
• Yellow Gradient
• Green Gradient
• Fuchsia Gradient
• The gradients should only be used as a flat background element. Follow the guidelines below for best results.
• Don’t use more than one gradient per layout.
• Don’t use gradients to style graphic elements.
• Don’t use gradients as a text highlight.
• Don’t fade gradients into each other.
• Don’t use gradients as a text fill.
• Don’t use radial gradients.

Iconography

• The sample of icons below can be used to add visual interest as needed.

Layout And Composition

• Clearspace and minimum space are important to retain legibility and establish brand clarity.
• Do not adjust the spacing between the lifesaver and word mark.
• X = vertical distance Of A+F in logo text
• Minimum Size Print: 0.5" Screen: 36 px
• Optimal Size Print: 0.5" Screen: 90 px
• Do not stretch, squeeze or distort any part of the logo. Always scale uniformly.
• Do not add any effects to the logo.
• Do not change the typeface within the word mark.
• Do not place the logo over a congested or low contrast part of an image.
• Do not use any unspecified colors in the logo.
• Do not use the color logo on a dark background.

Co Branding

• When using the AFSP logo with a partner’s mark, follow the guidelines below to preserve the brand integrity. In partner lockups, AFSP’s logo must always appear last.
• To emphasize partnership, all logos should appear balanced and equal in size.
• Provide both the primary and mono logo variations when handing off to a third party. Mono may be used or grayscale reproductions.
• • Place a dividing line between the logos to ensure clarity and create a clear separation between marks
• • The spacing between the wordmark and divider should be no less than 1.5x the space between the lifesaver and wordmark
• • The divider line is .25 pts stroke using Brand Dark Gray with no fill
• • Height of the divider line is .625” taller than the AFSP logo height

Merchandise

• [Figure description: Advocacy Mental Health Items - The image should feature three distinct elements arranged vertically against a plain white background. At the top, there should be a green and black rectangular advocacy badge with rounded corners, bearing bold, white and green text that reads ‘BE THE VOICE’, with ‘#StopSuicide’ in smaller white letters beneath it. The badge should have a slightly three-dimensional appearance with a subtle shadow for depth. Below that, a blue retractable ballpoint pen should be depicted, angled diagonally from the upper right to the lower left, with the clip, grip, and tip clearly visible. The pen’s body should display a white logo and text reading ‘American Foundation,’ with the logo comprising a circle containing a silhouette of a person and a smaller circle, all in white. The grip section of the pen should be textured black, with a small blue button near the top and a transparent tip at the end. Finally, at the bottom, a wristband should be shown, colored royal blue, with bold white text that reads ‘BE A LIFESAVER.’ The wristband should be circular, with a slight indication of a flexible material, and the text should be centered and evenly spaced around the band, conveying a supportive message.]
• [Figure description: Suicide Prevention Awareness Items - The picture should feature three elements: a blue marker with a white cap, labeled ‘OUR TO THE DARKNESS,’ positioned on the left side; a yellow silicone wristband with the inscription ‘OUT OF THE DARKNESS,’ situated below the marker; and a blue drawstring bag on the right side, prominently displaying white and lime green text that reads ‘Walk to Fight Suicide.’ The bag should have black drawstrings and possibly a small logo or emblem beneath the text indicating a mental health or suicide prevention organization. The background is plain and neutral, focusing attention on these items, which collectively promote awareness and support for suicide prevention.]Walk to Fight Suicide @ Ame,ican Foundation /or Suicide I Prevention I ,-… OUT OF THE DARKNESS I THE

Apparel

• [Figure description: Casual Hope Apparel Set - The image should display a casual clothing ensemble consisting of three main items: on the left, a dark heather gray T-shirt with short sleeves and a round neckline, prominently featuring the word ‘HOPE’ in large, uppercase, orange letters across the chest, with a circular logo inside the letter ‘O’; in the middle, a black beanie hat made of knit material with a small white rectangular label on the front featuring a logo or text; on the right, a dark gray zip-up hoodie with a front zipper, ribbed cuffs and waistband, and a blue lining visible at the hood’s interior, which has white drawstrings, and a small white logo or text on the left chest area. The background should be plain white to highlight the clothing items.]

Signage

• Hope Walks Here
• AFSP One Night One Goal Stop Suicide
• Walk to Fight Suicide
• OUT OF THE DARKNESS Community Walks

Print Guidelines

• Print: 0.5"
• Optimal Size Print: 0.5"
• Print: 0.7"
• Optimal Size Print: 1"
• Optimal Size Print: 1.25"
• Optimal Size Print: 0.875"
• Print: 0.5”
• Optimal Size Print: 0.5”
• Print: 0.7”
• Optimal Size Print: 0.875”

Digital Guidelines

• Screen: 36 px
• Screen: 90 px
• Due to slight variations in color between digital and print mediums, AFSP’s color palette includes separate values for print (CMYK) and digital (RGB/HEX) uses. These are shown here with CMYK on the left and RGB/HEX on the right. Please be sure to use the appropriate value for your purposes.
• RGB: 57/109/255
• HEX: #396DFF
• RGB: 38/38/38
• HEX: #262626
• RGB: 234/234/234
• HEX: #EAEAEA
• RGB: 255/206/8
• HEX: #FFCE08
• RGB: 57/40/189
• HEX: #3728BD
• RGB: 235/20/38
• HEX: #EB1426
• RGB: 42/216/145
• HEX: #2AD891
• RBG: 225/42/145
• HEX: #E12A91

Chapter Lockups

• When using the logo for a specific chapter, follow the guidelines below. The chapter template will be provided as a separate asset.
• Chapter names should never be hyphenated. If a chapter name is too long to fit on one line, a second and/or third line may be added.
• As with the primary logo, clearspace and minimum space are important to retain legibility and establish brand clarity.
• Clears pace Do not adjust the spacing between the lifesaver and word mark. X = vertical distance Of A+F in logo text for Suicide for Suicide 22"°" Prevention 1 Do not adjust the spacing between the words and divider line.
• Minimum Size Foundation Print: 0.7" American for Suicide Prevention Screen: 50 px I New York City
• Optimal Size Print: 1" Screen: 72 px

Partner Logo Size

• To emphasize partnership, all logos should appear balanced and equal in size.
• The height of AFSP’s text lockup should be equal to the height of the OOTD logo.

Third Party Use

• Provide both the primary and mono logo variations when handing off to a third party. Mono may be used or grayscale reproductions.
• Place a dividing line between the logos to ensure clarity and create a clear separation between marks
• The spacing between the wordmark and divider should be no less than 1.5x the space between the lifesaver and wordmark
• The divider line is .25 pts stroke using Brand Dark Gray with no fill
• Height of the divider line is .625” taller than the AFSP logo height

Divider Guidelines

• • Place a dividing line between the logos to ensure clarity and create a clear separation between marks
• • The spacing between the wordmark and divider should be no less than 1.5x the space between the lifesaver and wordmark
• • The divider line is .25 pts stroke using Brand Dark Gray with no fill
• • Height of the divider line is .625” taller than the AFSP logo height

Ads And Billboards

• Walk to Fight Suicide Santa Monica • October 20 A ] Pasadena • November 3 afsp.org/LA Walk to Save Lives Springfield Community Walk -October 13 our or’ DARKNESS afsp.org/SpringfieldlL @•m•ri• Foundation fer Suicide Prevention i

Brand In Use

• Brand in Use
• Print Billboard
• Print Flyer
• Print Postcard
• Posters
• Website
• Business Card
• Brochure
• Merchandise
• Apparel

Walks Guidelines

• The Out of the Darkness Walks are proof that when people work together they can make big changes in the world. They are AFSP’s largest fundraiser – they produce millions for suicide prevention programs, unite those who have been affected by suicide, and create communities that are smart about mental health. This document is intended to guide the look and feel for the production of materials for the American Foundation for Suicide Prevention’s Out of the Darkness Walks.
• Out of the Darkness primary logo.
• Clearspace and minimum space are important to retain legibility and establish brand clarity.
• X = O + 50%
• Print: 0.5”
• Screen: 36 px
• Screen: 90 px
• Primary blue and black. Always use on white and other light neutral colors (ivory, tan, light gray).
• Knocked out white to be used over a solid color.
• Knocked out white to be use over a photograph.
• Knocked out white logo to be used over graphic background.
• Knocked out white to be used over black background.
• Mono black for limited use only. Should only be used when color printing is not available.
• Do not stretch, squeeze or distort any part of the logo. Always scale uniformly.
• Do not add any effects to the logo.
• Do not change the typeface within the word mark.
• Do not place the logo over a congested or low contrast part of an image.
• Do not use any unspecified colors in the logo.
• Do not rotate the logo.
• When using the AFSP logo with the Out of the Darkness mark, follow the guidelines below to preserve the brand integrity. The AFSP brand logo should always appear before the Out of the Darkness logo when used together.
• The height of AFSP’s text lockup should be equal to the height of the OOTD logo.
• Provide both the primary and mono logo variations when handing off to a third party. Mono may be used or grayscale reproductions.
• Place a dividing line between the logos to ensure clarity and create a clear separation between marks
• The spacing between the wordmark and divider should be no less than 1.5x the space between the lifesaver and wordmark
• The divider line is .25 pts stroke using Brand Dark Gray with no fill
• Height of the divider line is .625” taller than the AFSP logo height
• When using the logo for a specific walk type, use the marks shown. The walk template will be provided as a separate asset.
• Clears pace Do not adjust the spacing between the lifesaver and word mark. X = vertical distance Of A+F in logo text -OUT OF THE or Suicide Overnight Walks for Suicide Prevention Prevention
• Minimum Size Foundation Print: 0.7" American for Suicide Prevention Screen: 50 px I New York City
• Optimal Size Print: 0.875" Screen: 63 px
• These are the main colors to be associated with Out of the Darkness. The main blue and dark gray are found in the Primary Mark.
• Brand Blue PMS 2727 CMYK 81/60/0/0 RGB 57/109/255 HEX #396dff
• Brand Dark Gray PMS 426 CMYK 73/63/59/75 RGB 38/38/38 HEX #262626
• Brand Light Gray PMS 663 CMYK 0/2/0/5 RGB 234/234/234 HEX #eaeaea
• Percentage tints of each color can be used.
• Walks have been assigned their own color, derived the existing AFSP secondary color palette.
• Poppy PMS Red 032 CMYK 0/90/75/0 RGB 235/20/38 HEX #EB1426
• Green PMS 3385 CMYK 66/0/59/0 RGB 42/216/145 HEX #2ad891
• Yellow PMS 116 CMYK 0/19/92/0 RGB 255/206/8 HEX #ffce08
• See pg. 29 – pg. 33 for guidance

Additional Properties

Revenue History

Total Assets History