Visual Identity - Aflac Brand Center

Brand Marks

Brand marks are the visual elements, imagery, symbols, or other identifiable features that represent the Aflac brand without words. We take great care in protecting our brand, so being consistent in usage and treatment is key to maintaining its strength in the marketplace and protecting Aflac today and into the future. While each year we re-evaluate our visual identity guidelines, you can always find the most up-to-date guidelines here. It's important to always follow the guidelines below in the use of all brand marks to protect Aflac today and into the future.

Use Case Recommendation

Primary Logo Logo Icon

Exterior Signage

Storefront

.com

App/Mobile

Social

TV/Video

Apparel / Merch

Stationery

Marketing Collateral

Adminstrative

If you are using one of our brand marks on apparel or other wearable items, remember to reference our wearables guidelines on the employee portal or go to Duck Gear for official Aflac merchandise. If you are unsure about which brand mark to use, contact your partner in the Aflac Studio for guidance.

Click the toggle below to learn more about the guidelines for each brand mark

Primary Logo Icon Logo

Primary Logo

The Aflac logo is the physical manifestation of our brand and we must use it correctly and respectfully. It represents the promise we’ve made to all our audiences: companies, consumers, agents, brokers and employees. These guidelines will help ensure the logo and logo icon are used in the right way and in the right situations.

Brand Guidelines

Primary Logo Versions

If you are ever unsure about which brand mark to use and how to use it, contact your partner in the Aflac Studio for guidance. To access the primary logo and logo icon assets:

Agents:
Contact your print communications specialist at PrintManagement@aflac.com

Agencies:
Reach out to your Marketing Department contact.

White space and minimum space

Brandmark
Use the brandmark on all corporate and marketing collateral, followed by the registered trademark symbol (®).

Maintaining prominence
A brandmark stands out when it is surrounded by clear space that is free from graphics, texts and other marks. The minimum clear space is 1/3 of the height of the letter "A" on all four sides.

Guaranteeing visibility
To make sure the brandmark is easily recognized, the minimum size is ¾" (60 px wide). This is measured from the left edge of the letter A to the right edge of the ®.

Correct background usage

Logo A

Brandmark on White Background

Logo B

Brandmark on Solid Background

Logo C1

Brandmark on Solid Background

Logo C2

Brandmark on Solid Background

A:
When possible, use a white background for maximum contrast.
B:
Use the white brandmark to provide maximum contrast on a colored background.
C1:
Use this one-color logo on a dark or photographic background. Create contrast by using very light or very dark colors.
C2:
Use this logo when the background should not show through the Duck’s beak.

Never use patterned or busy backgrounds with our brandmark.

Correct brandmark usage

Reference the chart below to ensure you are using the correct brandmark. The chart outlines colors, formats and recommended use for different communication platforms. Whenever possible, use the full-color, primary brandmark.

Primary

(Available in Three Color)

Stationery
Print literature

Promotional and incentive

Branded clothing
Premium items
Structures
Awards and certificates

Environmental

Signage
Banners
Digital
Website
Intranet
Broadcast
Digital video

Office documentation

PowerPoint presentation folders
Internal laser-printed stationery
Awards and certificates
Training tools and newsletters

Two Color

Print literature (where process & three-color printing is not available)

Promotional and incentive

Branded clothing
Premium items
Print literature (where process & three-color printing is not available)

Office documentation

Internal documents (where process & three-color printing is not available)

Grayscale

Newsprint

Office documentation

Internal laser-printed stationery
Internal documents
Awards and certificates
Training tools and newsletters

One Color

(On a Dark Background)

Promotional and incentive

Branded clothing
Glass/acrylic items (where process & three-color printing is not available)

Environmental

Glass/acrylic items (where process & three-color printing is not available)

Primary Logo Do’s and Don’ts

Brand Guidelines

Primary Logo Do's and Dont's

Our brandmark is key to awareness and recognition. Please review the usage guidelines and potential pitfalls below:

Do not fill in the Duck
Do not place brandmark over text
Do not lock up the brandmark with identifiers (i.e. mascots, slogans, events, promotions)

Do not crop
Do not change the color
Do not add graphic elements
Do not rotate the logo

Logo Icon

The Aflac logo icon is the visual shorthand for our brand. It is equal in representative value with our logo. Use the brandmark on social media platforms, marketing collateral, and apparel, followed by the registered trademark symbol (®).

Brand Guidelines

Logo Icon Versions

If you are ever unsure about which brand mark to use and how to use it, contact your partner in the Aflac Studio for guidance. To access the primary logo and logo icon assets:

Agents:
Contact your print communications specialist at PrintManagement@aflac.com

Agencies:
Reach out to your Marketing Department contact.

White space and minimum space

Brandmark
Use the brandmark on social media platforms, marketing collateral, and apparel, followed by the registered trademark symbol (®).

Guaranteeing visibility
To make sure the brandmark is easily recognized, the minimum size is ¾" square (60 px wide).

Correct background usage

Logo A

Brandmark on White Background

Logo B

Brandmark on Light Background

Logo C

Brandmark on Dark or Photo Background

A:
When possible, use a white background for maximum contrast.
B:
Use this one-color logo on a light background. The chosen background color will be the color of the Duck.
C:
Use this outlined version of the one-color logo on a dark or photographic background. The Duck must remain the lightest color.

Never use patterned or busy backgrounds with our brandmark. The Duck should always be the lightest color present.

Correct brandmark usage

Primary

Stationery
Print brochure

Promotional and incentive

Social media
Branded clothing
Premium items
Structures
Awards and certificates

Environmental

Signage
Banners
Digital
Website
Intranet
Broadcast
Digital video

Office documentation

PowerPoint presentation folders
Internal laser-printed stationery
Awards and certificates
Training tools and newsletters

Two Color

Literature (where process & three-color printing is not available)

Promotional and incentive

Branded clothing
Premium items
Print literature (where process & three-color printing is not available)

Office documentation

Internal documents (where process & three-color printing is not available)

One Color

Promotional and incentive

Branded clothing
Glass/acrylic items (where process & three-color printing is not available)

Environmental

Glass/acrylic items (where process & three-color printing is not available)

Black & White

Promotional and incentive

Branded clothing
Glass/acrylic items (where process & three-color printing is not available)

Environmental

Glass/acrylic items (where process & three-color printing is not available)

Grayscale Special use case for
newsprint upon request

Logo Icon Do’s and Don’ts

Our brandmark is key to awareness and recognition. Please review the usage guidelines and potential pitfalls below:

Do not crop
The Duck must always remain the lightest color present
Do not change the color, except on the one color version, which can be used with the Aflac approved palette

Do not add graphic elements
Do not rotate the logo icon
Do not place the brandmark over text
Do not lock up the brandmark with identifiers (i.e. mascots, slogans, events, promotions)

Brand Guidelines

Logo Icon Do's and Dont's

Logo Duck Treatment

Primary symbol

The Aflac Duck is our primary symbol. It appears most often as part of our logo and logo icon, however, the logo Duck can be used outside of these marks on certain occasions.

Extend off background The Duck can exist on a variety of different shapes on a solid background. The Duck's neck should extend off the background.

Logo icon outlined When the Duck's neck cannot extend off the background, use the outline version of the respective logo icon.

Don't float! The Duck must never appear to float in space by itself. It must either revert to the usage of the logo icon or extend off the background.