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
 
Aflac logo
Aflac logo icon
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.

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 (®).

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)
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.