Typography unifies our corporate identity system by adding consistency
and continuity. Use the Times and Helvetica type families. Times is a
classic, serif typeface that provides contrast to the contemporary
simplicity of the sans serif Helvetica. The logotype, which contains the
words “American Heart Association” or “American Stroke Association”,
is set in a modified version of Times Roman. The slogan, which contains
the words “Learn and Live”, is set in Times Roman Italic.
The Times and Helvetica type families were chosen for their readability, compatibility with each other, and their clean, corporate
look consistent with the AHA signature. The range of roman and
italic, sans-serif and serif styles in differing weights provides a multitude
of creative options and gives our communications materials a neat,
consistent, professional appearance.
It’s important to apply our corporate typefaces to our products in the
letterforms’ original format. That is, don’t extend, condense or skew the
letterform in any way. (See example under General Typography Guidelines,
page 3.13.) By using Times and Helvetica letterforms in their original
form, we will add another branding element to support the family feel
of our products and make our information easier to understand and
friendlier to our customers. See page 3.12 for typography
exceptions. Following is a sampling of
acceptable typefaces used on AHA and AHA/ASA materials.