(RED)

Official Websites

• https://www.red.org

Brand Guidelines

2019

Brand Summary

Mission

• To protect and promote public health by providing clear, concise, and accurate information on scientific, medical, regulatory, and public health matters, leveraging advances in science, medicine, and technology to benefit the public health and ensure the safety, effectiveness, and quality of products used by Americans every day [^1].

Core Values

• science-based decision making
• public health protection
• clarity
• credibility
• trust
• efficiency
• consistency

Target Audience

• A wide range of stakeholders including consumers, healthcare professionals, industry partners, and the general public, both in the United States and internationally [^2].

Personality Traits

• trusted
• credible
• clear
• modern
• accessible
• authoritative

Visual Identity Overview

• The FDA’s visual identity is inspired by the periodic table, using a grid system for organization and clarity. The dominant color is FDA Blue, supported by a defined palette. The logo system includes monogram and wordmark lock-ups, with strict rules for usage, clear space, and minimum size. Typography is standardized with DIN FF as the primary typeface and Georgia as secondary. Imagery guidelines emphasize dynamic, human-centered photography. The visual style is clean, modern, and consistent across digital and print applications [^3].

Categories

Brand Imagery

• Images are a key element to the entire visual identity of the FDA. They impact the message as much as the data and content within the actual document. Therefore, it is very important to select the right types of images that will be able to clearly express the new brand.
• This section provides guidance on the types of images to use in FDA communications materials, as well as the types of images to avoid using.
• This slide demonstrates how to achieve the human element through photos. The same effect/type of photography should be used when selecting images to include in materials.
• Energize images with dynamic cropping.
• Avoid stagnant shots of buildings and machinery. Instead, depict these items in a manner that conveys what makes them innovative and exciting.
• Avoid overlapping the edges of the images.
• Examples shown here demonstrate how to not photograph or choose an image.
• Use caution when using line art and 3D renderings. Refer to page 5.2 for correct usage.
• • Avoid bad subject lighting
• • Avoid blurry images
• • Avoid monochromatic images
• • Avoid magnifying too close
• • Avoid stagnant shots of lab equipment and machinery
• • Avoid cutting subjects out of their original setting
• • Avoid clip art

Color Palette

• The Color Palette section provides the seven colors that will be used across all materials. These colors establish the look and feel of the visual identity. These are the only colors that can be used.
• The family of FDA colors has been clearly specified to ensure accurate representation across all media.
• FDA Blue is the dominant color of the brand, followed by FDA Dark Blue and White.
• For printing use CMYK, or consult your printing specialist for the equivalent spot color.
• For digital applications, use RGB and Hex.
• Printed colors should always match the color swatch.
• FDA Blue: CMYK 95 / 41 / 6 / 0, RGB 0 / 124 / 186, Hex #007CBA
• FDA Dark Blue: CMYK 100 / 94 / 24 / 23, RGB 34 / 44 / 103, Hex #222C67
• FDA White: Hex #FFF
• FDA Black: CMYK 66 / 64 / 67 / 67, RGB 46 / 41 / 37, Hex #2E2925
• Gray: CMYK 0 / 1 / 0 / 43, RGB 160 / 160 / 163, Hex #A0A0A3
• Gold: CMYK 2 / 22 / 100 / 8, RGB 229 / 182 / 17, Hex #E5B611
• Red: CMYK 9 / 100 / 79 / 2, RGB 214 / 0 / 54, Hex #D60036
• FDA Blue is the dominant color of the brand. FDA Dark Blue may be also used as the dominant color followed by FDA White.
• 60% - Dominant Color: FDA Blue
• 30% - Secondary Color: FDA Dark Blue
• 8% - Accent Colors: Cool Gray, Dark Gray, FDA Black
• Note: If a offset color is needed, the Red and Gold colors are available. These are to be used rarely and with caution.
• 2% - Tertiary Colors: Red, Gold
• This FDA blue blend comprises the FDA Blue and White colors.

Typography

• The FDA has carefully selected typography options for the entire agency to use across all external and internal materials. A primary and secondary font style have been selected.
• The primary font style is used for headlines, subheads, and when the material includes plenty of open space. The secondary font style will be used as body copy only.
• If these options are not available on your computer, please refer to the backup font options that have been selected for both the primary and secondary fonts.
• No other font options are permitted to be used within communications materials. This is to ensure that the brand is consistent.
• The Din FF typeface is the primary typeface. If it is unavailable, then Helvetica or Arial may be used.
• The Din FF family typeface has several line weights. The following is a list of the approved line weights for use with the FDA brand and their proper usage rules and guidelines.
• Regular Use in all body copy larger than 6pt.
• Bold Headlines and sub-headlines should be 14 points and larger. Note: this font weight should never be used for body copy.
• Black Headlines larger than 25 pt.
• Bold Italic Use in all body copy larger than 6 pt.
• This font should be used with no changes to its look, shape or appearance. For example, no outlines or drop shadows should be applied to the font.
• This typeface is only to be used for lettering used in the body of a document.
• This font appears without any changes to its look, shape or appearance. For instance, it should not be altered by adding outlines or drop shadows.
• Din FF comes in 4 weights, which can be used to provide visual emphasis in text and headlines when required.
• Suggested Weights Large Headlines, 12pt and over Din FF Bold / Helvetica Bold Subheads, 9pt and below Din FF Regular / Helvetica Regular
• Kerning All characters must be optically adjusted, especially at large point sizes (i.e. Billboard headlines)
• Leading Leading varies depending on font size and form factor. Leading should never be so tight that ascenders and descenders touch.
• Suggested Leading Sizes Large Headlines, 12pt and over Use appropriate leading Subheads, 9pt and below Leading size: +2pt
• Type color is dictated by background color.
• On Black Background Large Headlines, 12pt and over FDA White Subheads, 9pt and below FDA Blue FDA Light Gray
• On White Background Large Headlines, 12pt and over FDA Blue Subheads, 9pt and below FDA Blue FDA Black FDA Dark Blue
• It is recommended that all body copy be flush left, unjustified.
• Do not insert the FDA logo into body text.
• Do not set text flush right.
• Do not center text.
• Don’t justify text, it can create visual gaps within the paragraph.
• Don’t use more than one font size within body text.
• Don’t use more than one font style, weight or color in a sentence.

Logo Usage

• The logo designs cannot be altered.
• The FDA’s custom-made wordmark should always be used in uppercase. Its primary color is the FDA Blue, although color weights vary according to background color.
• The Monogram and Wordmark lock-up follow a set relationship, shown here. This lock-up composition should not be altered in any way. The FDA wordmark is the only content that may be shown to the right of the FDA monogram. When creating layouts, the space directly below the FDA Monogram must be clear of all text, artwork, and photography. Please use approved artwork.
• When using the FDA wordmark or monogram, the preferred order of usage is as follows: Primary Agency Identifier: Monogram with wordmark centered to the right. Secondary Agency Identifier: Monogram by itself. Use cases for the monogram would be social media/mobile where space is limited and for co-branding and partnership logo placement.
• The minimum clear space around the logo and wordmark is equal to the cap height. The clear space should be present on all sides of the logo, and should be completely free of other type and graphics.
• Clear space should be maximized whenever possible.
• The FDA logo is set for maximum visibility and impact. The logo may be scaled up as large as desired. The logo lock-up should never be smaller than the minimum horizontal and monogram size illustrated here.
• Horizontal x = 0.125’/ 3.175 mm (Logo at actual size.)
• The three standard color logos are the preferred look for all applications.
• Background color dictates which logo to employ.
• FDA Acronym will always live in either FDA Blue or FDA White.
• Use FDA White Logo for black backgrounds.
• Use the FDA Blue Logo for white backgrounds.
• Use FDA Black Logo for white backgrounds.
• Use FDA White Logo for image background.
• Consistent presentation is an important part of making the logo immediately recognizable wherever it appears.
• The FDA logo should never be altered or shown in unauthorized colors. The following are examples of improper logo usage and pitfalls to avoid. These rules apply to all versions of the logo.
• Never change the colors within the logo
• Never rotate logo elements
• Never distort the size or proportion of the logo elements
• Never add a drop shadow to the logo
• Never extrude the logo
• Never distort the logo
• Never add type elements to the logo in violation of clear space rules
• Never change the opacity of the logo
• Never frame the logo within a shape
• Never place the logo at an angle
• Never use part of the FDA logo in copy
• Never change the position of logo elements
• Consistent presentation is an important part of making the secondary logos immediately recognizable wherever they appear.
• The secondary FDA logos should never be altered or shown in unauthorized colors. The following are examples of improper logo usage and pitfalls to avoid. These rules apply to all versions of the secondary logo (monogram).
• Never change the color of the background block
• Never reposition the accronym inside the block
• Never change the color of the FDA acronym (It is either in FDA White or FDA Blue)
• Never remove the acronym from the box
• Never outline the box, making the center transparent
• Follow the sizes and positions illustrated in this section when presenting the FDA full logo in conjunction with internal offices and centers.
• The relationship between the FDA logo and the Office and Center names should always be constant, with the FDA primary logo the primary mark.
• Minimum sizes are dictated by the font size of the Office/Center. Never go smaller than 7pt.
• No more than 2 tiers are allowed (as seen in the tertiary level lock-up diagram).
• Single Level Lock-up x = 1/6 height of the monogram
• Tertiary Level Lock-up x = 1/6 height of the monogram
• Office/Center names is flush left within the second box
• Each wordmark is created from the Din FF font and strictly adheres to all guidelines and rules set out in this document.
• The number of tiers per office/center name is limited to two.
• A 1pt line will enclose the “Food and Drug Administration” wordmark and a 3pt line will enclose the Office/Center name(s).
• The Office/Center box can be filled or outlined in with the FDA blue or Dark Blue depending on the layout and color of the background.
• The relationship between the FDA logo and the Office and Center names should always be constant, with the FDA logo the primary mark.
• Follow the sizes and positions illustrated in this section when presenting the FDA monogram in conjunction with the HHS logo.
• The relationship between the HHS and FDA logos should always be the same: HHS to the left of FDA in the horizontal configuration, and above the FDA in the vertical presentation.
• FDA monogram only x = 1/6 height of the monogram
• HHS logo should always be larger than the FDA monogram, as shown.
• This secondary logo lockup should only be used if the primary will not fit in the space required.
• FDA Monogram only with HHS Logo x = 1/6 height of the monogram n = height of the letters in the HHS logo
• Follow the sizes and positions illustrated in this section when presenting the FDA Office/Center lock-up in conjunction with the HHS logo.
• The name of the co-brand or partnership will be placed in the second box under the FDA Wordmark as shown here.
• FDA Blue is the dominant color of the brand, followed by FDA Dark Blue and White.
• For printing use CMYK, or consult your printing specialist for the equivalent spot color.
• For digital applications, use RGB and Hex.
• Printed colors should always match the color swatch.
• FDA Blue is the dominant color of the brand. FDA Dark Blue may be also used as the dominant color followed by FDA White.
• If a offset color is needed, the Red and Gold colors are available. These are to be used rarely and with caution.
• This FDA blue blend comprises the FDA Blue and White colors.
• When creating communication materials with the FDA logo and its lock-ups, the space above the bottom of the FDA Monogram must remain clear of any text or graphics.
• Refer to section 1.0 for sizing and clear space for the FDA logo.
• Do not insert the FDA logo into body text.

Visual Style

• The box system allows for easy adding and stacking of additional information for office/center names (logo lockups), and emphasis can be adjusted based on box size and treatment of the type.
• All tools are controlled by a 6/5 modular grid. This makes a relationship between the blue box and acronym common in all tools. It is set to maximize the effect of the logo. A grid transforms according to various media, and it derives a monogram that will be the most suitable size for the media.
• The FDA’s custom-made wordmark should always be used in uppercase. Its primary color is the FDA Blue, although color weights vary according to background color.
• The Monogram and Wordmark lock-up follow a set relationship, shown here. This lock-up composition should not be altered in any way. The FDA wordmark is the only content that may be shown to the right of the FDA monogram. When creating layouts, the space directly below the FDA Monogram must be clear of all text, artwork, and photography. Please use approved artwork.

Layout And Composition

• The periodic table is reflected in the boxes of the FDA’s grid system design, keeping everything organized and clear.
• The Visual Identity’s grid design system allows for the adding and stacking of information, such as office and center names in the logo lockups. The design helps unify the offices and centers which are each a key element that make up the logical and orderly structure of the entire agency.
• The box system allows for easy adding and stacking of additional information for office/center names (logo lockups), and emphasis can be adjusted based on box size and treatment of the type.
• All tools are controlled by a 6/5 modular grid. This makes a relationship between the blue box and acronym common in all tools. It is set to maximize the effect of the logo. A grid transforms according to various media, and it derives a monogram that will be the most suitable size for the media.
• The FDA’s custom-made wordmark should always be used in uppercase. Its primary color is the FDA Blue, although color weights vary according to background color.
• The Monogram and Wordmark lock-up follow a set relationship, shown here. This lock-up composition should not be altered in any way. The FDA wordmark is the only content that may be shown to the right of the FDA monogram. When creating layouts, the space directly below the FDA Monogram must be clear of all text, artwork, and photography. Please use approved artwork.

Brand Architecture

• The FDA consists of thirteen (13) Centers and Offices. OFFICE OF THE COMMISSIONER OFFICE OF FOODS AND VETERINARY MEDICINE CENTER FOR FOOD SAFETY AND APPLIED NUTRITION CENTER FOR VETERINARY MEDICINE OFFICE OF GLOBAL REGULATORY OPERATIONS AND POLICY OFFICE OF MEDICAL PRODUCTS AND TOBACCO CENTER FOR BIOLOGICS EVALUATION AND RESEARCH CENTER FOR DEVICES AND RADIOLOGICAL HEALTH CENTER FOR DRUG EVALUATION AND RESEARCH CENTER FOR TOBACCO PRODUCTS OFFICE OF OPERATIONS OFFICE OF POLICY, PLANNING, LEGISLATION, AND ANALYSIS OFFICE OF REGULATORY AFFAIRS
• The box system allows for easy adding and stacking of additional information for office/center names (logo lockups), and emphasis can be adjusted based on box size and treatment of the type.
• All tools are controlled by a 6/5 modular grid. This makes a relationship between the blue box and acronym common in all tools. It is set to maximize the effect of the logo. A grid transforms according to various media, and it derives a monogram that will be the most suitable size for the media.
• The FDA’s custom-made wordmark should always be used in uppercase. Its primary color is the FDA Blue, although color weights vary according to background color.
• The Monogram and Wordmark lock-up follow a set relationship, shown here. This lock-up composition should not be altered in any way. The FDA wordmark is the only content that may be shown to the right of the FDA monogram. When creating layouts, the space directly below the FDA Monogram must be clear of all text, artwork, and photography. Please use approved artwork.
• When using the FDA wordmark or monogram, the preferred order of usage is as follows: Primary Agency Identifier: Monogram with wordmark centered to the right. Secondary Agency Identifier: Monogram by itself. Use cases for the monogram would be social media/mobile where space is limited and for co-branding and partnership logo placement.

Co Branding

• The name of the co-brand or partnership will be placed in the second box under the FDA Wordmark as shown here.
• When creating a grouping for an FDA publication, the FDA Monogram must be the first logo to appear — farthest left in a horizontal configuration.
• The FDA Monogram and other logos must be of the same height and width so that they all carry the same visual weight.
• When locking up the FDA Monogram with the HHS logo, refer to page 1.17 for size relationships. This is the only instance the HHS logo will sit horizontally with the FDA Monogram.

Brand Partnerships

• The name of the co-brand or partnership will be placed in the second box under the FDA Wordmark as shown here.
• When creating a grouping for an FDA publication, the FDA Monogram must be the first logo to appear — farthest left in a horizontal configuration.
• The FDA Monogram and other logos must be of the same height and width so that they all carry the same visual weight.
• When locking up the FDA Monogram with the HHS logo, refer to page 1.17 for size relationships. This is the only instance the HHS logo will sit horizontally with the FDA Monogram.
• The FDA works with outside agencies and partners to produce and release communications materials. This section covers the best practices for using the logo and HHS logo lockup within instances that require the logos to live next to partner logos.

Digital Guidelines

• For digital applications, use RGB and Hex.
• FDA Blue is the dominant color of the brand, followed by FDA Dark Blue and White.
• Printed colors should always match the color swatch.
• FDA Blue: RGB 0 / 124 / 186, Hex #007CBA
• FDA Dark Blue: RGB 34 / 44 / 103, Hex #222C67
• FDA White: Hex #FFF
• FDA Black: RGB 46 / 41 / 37, Hex #2E2925
• Gray: RGB 160 / 160 / 163, Hex #A0A0A3
• Gold: RGB 229 / 182 / 17, Hex #E5B611
• Red: RGB 214 / 0 / 54, Hex #D60036
• FDA Blue is the dominant color of the brand. FDA Dark Blue may be also used as the dominant color followed by FDA White.
• 60% - Dominant Color: FDA Blue
• 30% - Secondary Color: FDA Dark Blue
• 8% - Accent Colors: Cool Gray, Dark Gray, FDA Black
• If a offset color is needed, the Red and Gold colors are available. These are to be used rarely and with caution.
• 2% - Tertiary Colors: Red, Gold
• This FDA blue blend comprises the FDA Blue and White colors.
• FDA Blue: #0074C6, White: #FFFFFF

Print Guidelines

• For printing use CMYK, or consult your printing specialist for the equivalent spot color.
• Printed colors should always match the color swatch.
• FDA Blue is the dominant color of the brand, followed by FDA Dark Blue and White.
• FDA Blue: CMYK 95 / 41 / 6 / 0, RGB 0 / 124 / 186, Hex #007CBA
• FDA Dark Blue: CMYK 100 / 94 / 24 / 23, RGB 34 / 44 / 103, Hex #222C67
• FDA White: Hex #FFF
• FDA Black: CMYK 66 / 64 / 67 / 67, RGB 46 / 41 / 37, Hex #2E2925
• Gray: CMYK 0 / 1 / 0 / 43, RGB 160 / 160 / 163, Hex #A0A0A3
• Gold: CMYK 2 / 22 / 100 / 8, RGB 229 / 182 / 17, Hex #E5B611
• Red: CMYK 9 / 100 / 79 / 2, RGB 214 / 0 / 54, Hex #D60036
• FDA Blue is the dominant color of the brand. FDA Dark Blue may be also used as the dominant color followed by FDA White.
• 60% - Dominant Color: FDA Blue
• 30% - Secondary Color: FDA Dark Blue
• 8% - Accent Colors: Cool Gray, Dark Gray, FDA Black
• Note: If a offset color is needed, the Red and Gold colors are available. These are to be used rarely and with caution.
• 2% - Tertiary Colors: Red, Gold
• This FDA blue blend comprises the FDA Blue and White colors.
• Pantone 746 C
• No Angle

Social Media Guidelines

• These icons are used exclusively on social media sites. Three variations have been created to work against different graphic backgrounds and colors. Each icon should be sized to appropriately fit the specific digital environment.
• FDA profile icons should be used on the following websites: Facebook Twitter Pinterest YouTube Flickr Gov Delivery RSS Feed
• FDA Profile icon, pixel sizes: Facebook: Small 32 x 32, Medium 50 x 50, Extra Large 180 x 180 Twitter: Small 24 x 24, Medium 48 x 48, Large 73 x 73, Extra Large 128 x 128 YouTube: Small 36 x 36, Large 88 x 88, Extra Large 800 x 800 Flickr: Small 24 x 24, Medium 48 x 48 Pinterest: Small 36 x 36, Medium 48 x 48

Additional Properties