Brand Messaging
Who We Are The Aflac Voice
Visual Identity
Brand Marks Logo Logo Icon Typography Color Palette Aflac Duck Photography Iconography
Selling Partners
CSR Compliance Social
Resources
Stationery Letters Presentations Email Apparel Downloads

Brand Marks

Brand marks are the visual elements, imagery, symbols or other identifiable features of the Aflac brand that cannot be expressed in 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. We must follow visual identity guidelines in the use of all brand marks to protect Aflac today, and into the future.

To use the Aflac logo:

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

Agencies:
Reach out to your Marketing Department contact.

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

Logo Versions
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)

Print
  • 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
  • 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

 

Print
  • 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)
Logo Do’s and Don’ts
Brand Guidelines

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 (®).

White space and minimum space

Brandmark
Use the brandmark on social media platforms, marketing collateral, and apparel, 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 logo icon on all four sides.

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

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 Print
  • 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 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)
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)

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.