Aflac Duck

The Aflac Duck is one of the most recognizable – and valuable – icons used by any brand in the world. As keepers of that brand, we are responsible for protecting its image. In all efforts – both short-term and long-term, the Aflac Duck will be consistently showcased as a helpmate to humans (not the star himself).

Brand Guidelines

Aflac Duck Do's and Dont's

Aflac Duck personality

The Aflac Duck is a helpmate–a symbol of integrity, compassion and excellence. When using the Aflac Duck, follow these guidelines:

  • Stay consistent with the white Aflac Duck used in TV spots.
  • Use the Aflac Duck in opportunities for quick brand association.
  • Make only positive brand statements.
  • Make sure materials are in good taste.
  • Review and follow the brand guidelines.
  • Do not show the Aflac Duck as a cartoon
    or sketches
  • Use the Aflac Duck to say anything other
    than "Aflac."
  • Create or wear life-size costumes of the
    Aflac Duck.
  • Use the Aflac Duck or logo as your avatar (profile picture).
  • Make duck references (or use words like "quack" or "waddle") in any materials related to the Aflac Duck.

Good Executions

  • Contemporary
  • Simple
  • Clear messaging
  • Approved colors and fonts
  • High-resolution images
  • White space
  • Engaging
  • Meets compliance standard
Bad Executions

  • Outdated
  • Copy heavy
  • Complex messaging
  • Unapproved colors and fonts
  • Low-resolution images
  • Cluttered
  • Intimidating
  • Doesn’t meet compliance standard