Global Visual Identity Toolkit

June 2018
 Welcome to the global Always
Visual Identity System.

Our Vis ID reflects the confidence of our brand purpose and

the liveliness of our brand character in a vibrant, youthful
and delightful experience for every woman around the world.

Our Vis ID provides global consistency and regional flexibility through

core assets and clear principles. It creates unification across the
Always brand while allowing for differentiation across pillars.

Join us in embracing the new global Always Vis ID.

Always Toolkit | June 2018 Core Brand Assets | Page 2

Contents

4 System Principles
5 Core Brand Assets Overview
6 Logo Signatures
7 Color
8 Branding
14 Curvilinear Accents
17 Typography
18 Pillar Overview

19 Clean & Dry Toolkit

21 Pillar Design Strategy Board
22 Pillar Design Intent
23 Pillar Assets Overview
24 Pillar Assets: Branding
25 Pillar Assets: Branding Usage
26 Pillar Assets: Curvilinear Accents Palette
27 Pillar Assets: Design Execution
28 Pillar Asset Library
29 Contacts & Resources
 System Principles
CONFIDENT
1. Simple & Strong
Our simple, bold graphics are
defined by a modern, confident
take on femininity and
reinforce our commitment to
unsurpassed protection.
Always Toolkit | June 2018
FEMININE
2. Curvilinear
Curved lines and delightful details
celebrate the female form and
cue our product experience.
A FORCE OF FEMALE GOOD LIVELY
3. Multifaceted Connectivity 4. Vibrant
Our system is built on a connected Our photography and
grid that brings together all sides palette are bright, modern
of femininity and nods to the and fresh – a reflection of
distinctive weave of our product. her optimistic, lively spirit.
Core Brand Assets | Page 4
 Core Brand Assets Overview
Unifying assets used across all touchpoints, on all pillars.

1. Logo Signatures 2. Primary Brand Color Regional Exceptions:

Confident Cobalt Confident Green

(India)

Confident Pink
(AP)

3. Branding 4. Curvilinear Accents

Off-Pack: Stamp of Confidence On-Pack: BOP Frame Accents Copy Accents

Regional Exceptions: Regional Exceptions:

India AP

Green & Orange (India)

Pink (AP)

Always Toolkit | June 2018 Core Brand Assets | Page 5

 Core Brand Assets: Logo Signatures

Always Toolkit | June 2018 Core Brand Assets | Page 6

 Core Brand Assets: Color
Confident Cobalt is a strong, vibrant blue that acts as a bold
foundation for Always. Our confident color collection brings
Always to life in a relevant way across the globe.

TBD
Confident Cobalt Gradient Confident Green Gradient (India) Confident Pink Gradient (AP)
Usage: Stamp of Confidence and Accents
Usage: Stamp of Confidence and Accents Usage: Stamp of Confidence and Accents

RGB RGB RGB

50% 50% 50%

0/22/170 0/90/242 0/22/170 2/135/50 36/209/54 2/135/50 237/64/169 255/165/234 237/64/169

CMYK CMYK CMYK

50% 50% 50%

100/90/0/0 100/45/0/0 100/90/0/0 100/0/100/24 70/0/100/0 100/0/100/24 5/85/0/0 5/40/0/0 5/85/0/0

Confident Cobalt Solid Confident Green Solid (India) Confident Pink Solid (AP)
Usage: Typography and when there
are limitations in printing
Usage: Typography and when there
are limitations in printing
TBD Usage: Typography and when there
are limitations in printing

RGB RGB RGB

0/42/187 2/135/50 237/64/169

CMYK CMYK CMYK

100/85/0/0 100/0/100/24 5/85/0/0

SPOT SPOT SPOT

100% PMS 293 overprinting 100% Cyan PMS TBD PMS TBD
(If only one spot color is available, use PMS 293)

Always Toolkit | June 2018 Core Brand Assets | Page 7

 Core Brand Assets: Branding
Always branding is a hard point. Depending on the communication or
application, there is flexibility to use the Stamp of Confidence or the
BOP. One or both must be used in a single application to ensure strong
brand recognition. See page 12 for principles.

Stamp of Confidence BOP

Off-pack holding device for the color and logo. On-pack holding device for the color and logo.
An extractable interpretation of the BOP. The shape links pack-to-pack, creating
Shape creates cognitive association a tapestry on shelf.
with the pack shape.

Always Toolkit | June 2018 Core Brand Assets | Page 8

 Stamp of Confidence: Variations

Below are the regional variations of the Stamp of Confidence.

Use the provided artwork, do not create additional variations.

NA/WE China Turkey India AP Do Not...

Change the Remove curved Distort the

overall color accents shape

Confident Cobalt Confident Green Confident Pink

Gradient Gradient Gradient

Use unapproved Change logo Change the

Accent Accent Accent accent colors size/position logo color
Gradient Gradient Gradient

Always Toolkit | June 2018 Core Brand Assets | Page 9

 Stamp of Confidence: Lockup Variations

The Stamp of Confidence can be locked A. Tagline

up with the following elements:

A. Tagline
Our tagline “Rewrite the rules.” above, Rewrite
below, or to the left of the Stamp of Rewrite the rules. the rules.
Confidence.

B. Packaging
Packaging can sit to the right, or flank Top Bottom Side Side - Limited Space

both sides. When more than one pack is

shown, the Stamp of Confidence should B. Packaging
be larger than packs.

C. #LIKEAGIRL
#LIKEAGIRL can sit to the right.
Rewrite the rules.

Right Both - 4 Packs Both - 5 Packs

C. #LIKEAGIRL

Rewrite the rules.

Right

Always Toolkit | June 2018 Core Brand Assets | Page 10

 Stamp of Confidence: Limited Use Lockups

Limited use lockups of the Stamp of Limited Use Lockups

Confidence are available for digital
or applications with limited space.
The Stamp of Confidence should
be scaled to ensure legibility of the
tagline, technology or subbrand.

Tagline Technology Subbrand

Do Not...

Scale below Create new limited

.75 inches in height use lockups
to ensure legibility

Always Toolkit | June 2018 Core Brand Assets | Page 11

 Stamp of Confidence: Usage Principles
Strong brand recognition is important in
every application and may be achieved
with one of the following combinations.
Minimum Size
The Stamp of Confidence should
never measure smaller than .5 inches
in height to ensure legibility. .5"
Always Toolkit | June 2018
1. Stamp of Confidence
Alone
Must be prominent in scale
and position. Use for overall
branding, not when sub-brand
communication is priority.
Prominent Stamp of Confidence
2. Stamp of Confidence
Priority, Packaging
Support
The Stamp of Confidence can be
used locked up with packaging.
See Stamp of Confidence lockups
for additional variations.
3. Packaging Priority,
Stamp of Confidence
Support
Packaging may be used as the
primary branding with Stamp of
Confidence as secondary support.
4. Packaging Alone
Must be prominent in scale and
position. Best use when product
or sub-brand communication
is priority.
Prominent Packaging
Core Brand Assets | Page 12
 Stamp of Confidence: Layout Principles

Stamp of Confidence, package and A. The Stamp of Confidence

tagline placement can vary based
on layout and communication.

A. The Stamp of Confidence

The placement of the Stamp of Confidence
is a soft point. Please use discretion when
using with lifestyle photography, as to not
obstruct pertinent details or interfere with
campaign storytelling.
B. Packaging
B. Packaging
Packaging should always be anchored when
featured in a layout – it should not appear
to be floating. Acceptable ways to anchor
packs are as follows:
• Lock up with the Stamp of Confidence
• Anchor to frame accent
• Integrate into lifestyle photography
or vignette
• Add a drop shadow C. Tagline

C. Tagline
The tagline can be locked up with the
Stamp of Confidence as seen on page 10,
or it can sit comfortably below the Stamp
of Confidence within the frame accent.

Always Toolkit | June 2018 Core Brand Assets | Page 13

 Secondary Branding Asset: Curvilinear Accents
Our curvilinear accents are a secondary branding cue, used in addition to
either the BOP or Stamp of Confidence. A minimum of one should be present
in all applications to reinforce our curvilinear design language.

Choose one of the three treatments, depending on application and layout:

1. Frame Accents 2. Copy Accents 3. BOP Accents

Always Toolkit | June 2018 Core Brand Assets | Page 14

 Frame Accents: Usage Principles

Curvilinear accents are used as a framing Examples

device at the top and bottom of a layout
or as a die cut shape. They should feel
balanced and evoke the shape of the BOP.

Format
Frame accents are positioned at the
top and bottom.

Color
In overall brand communication, frame
accents appear in Confident Cobalt
Gradient.

In pillar-specific applications, the frame Accents Implied Accents

accents appear in the pillar color. Please

reference pillar toolkits for further detail.
Do Not...

Implied Accents
In compact or elongated compositions,
frame accents may be die cut to imply
curvilinear framed edges.

Make the accents too deep Frame elongated landscapes Horizontally frame any
composition with graphic accents

Always Toolkit | June 2018 Core Brand Assets | Page 15

 Copy Accents: Usage Principles

Curvilinear accents can be used to Format Examples

highlight copy. Copy accents should only
be used once in a single application.

Format & Size

Copy accents are positioned above
and below by a distance of 1 cap-height.

Copy accents should measure 1/2 the Single Short

length of the copy line when more than Color

a single word. Adjust accent artwork to fit
copy length accordingly. Accent
Gradient

Accents used in conjunction with a single

Confident Cobalt
word should measure 4/5 the length. Gradient

Color Long
For overall brand communication, copy
accents appear in the Always Accent
Gradient. Confident Cobalt Gradient
may be used in instances where greater
contrast is needed. Do Not...

In pillar-specific applications, accents

appear in the pillar color.

Scale longer or larger Change the orientation Manipulate the curvature Use copy accents with
than copy of copy accents frame accents

Always Toolkit | June 2018 Core Brand Assets | Page 16

 Typography

Galano Grotesque is the primary Primary Communication Typeface Examples

typeface for the Always brand.
Galano is a versatile typeface
with curvilinear letterforms.
Galano
Headlines
Grotesque
In any Always brand application,
Galano Grotesque Regular
use Galano Grotesque Bold.
AaBbCcDdEeFfGgHhIiJj
Sentence case is preferred, however 1234567890
it is a soft point. All caps may be
used in situations when more impact Galano Grotesque SemiBold
is desired – for example, to provide AaBbCcDdEeFfGgHhIiJj
contrast over detailed photography
or to express a more confident TOV.
1234567890
Galano Grotesque Bold
Body Copy
Galano Grotesque Regular is used AaBbCcDdEeFfGgHhIiJj
for body copy. 1234567890

Always Toolkit | June 2018 Core Brand Assets | Page 17

 Pillar Board Overview

MAINLINE PREMIUM C O L L ECT I O N

Clean & Dry Comfort & Soft Platinum Infinity Radiant

Always Toolkit | June 2018 Core Brand Assets | Page 18

CLEAN & DRY TOOLKIT
 Contents

21 Pillar Design Strategy Board

22 Pillar Design Intent
23 Pillar Assets Overview
24 Pillar Assets: Branding
25 Pillar Assets: Branding Usage
26 Pillar Assets: Curvilinear Accents Palette
27 Pillar Assets: Design Execution
28 Pillar Asset Library
29 Contacts & Resources

Always Toolkit | June 2018 Clean & Dry Assets | Page 20

Photography is for illustrative purposes only and is not owned by Always.
 Pillar Design Intent

Rewrite
the rules.

Color Proportion

Confidence Freshness Energy

Always Toolkit | June 2018 Clean & Dry Assets | Page 22

 Pillar Assets Overview

1. Logo Signatures 2. Branding

Off-Pack: Stamp of Confidence On-Pack: BOP

3. Curvilinear Accents
Frame Accents Copy Accents

Always Toolkit | June 2018 Clean & Dry Assets | Page 23

 Pillar Assets: Branding

Always branding is a hard point. Stamp of Confidence BOP/Package

Depending on the communication or
application, there is flexibility to use the
Stamp of Confidence or the BOP. One
or both assets must be used in a single
application to ensure strong brand
recognition. See page 25 for principles.

The Stamp of confidence can be locked

up with packaging. Packaging can sit to
the right, or flank both sides.

Limited Use Lockup

Available for use in digital applications,
it should be scaled to ensure legibility.
Lockup Examples Limited Use

Rewrite the rules.

Right Both

Always Toolkit | June 2018 Clean & Dry Assets | Page 24

 Pillar Assets: Branding Usage
Strong brand recognition is important in
every application and may be achieved
with one of the following combinations.
Always Toolkit | June 2018
1. Stamp of Confidence
Alone
Must be prominent in scale
and position. Use for overall
branding, not when sub-brand
communication is priority.
Prominent Stamp of Confidence
2. Stamp of Confidence
Priority, Packaging
Support
The Stamp of Confidence can be
used locked up with packaging.
See Stamp of Confidence lockups
for additional variations.
3. Packaging Priority,
Stamp of Confidence
Support
Packaging may be used as the
primary branding with Stamp of
Confidence as secondary support.
4. Packaging Alone
Must be prominent in scale and
position. Best use when product
or sub-brand communication
is priority.
Prominent Packaging
Clean & Dry Assets | Page 25
 Pillar Assets: Curvilinear Accents Palette

Frame Accents Copy Accents

The Confident Cobalt Gradient is used across all applications. The Clean & Dry Accent Gradient is used for copy accents unless the
background does not provide enough contrast. In those instances,
use the Confident Cobalt Gradient.

Accent
Gradient
Confident Cobalt
Gradient
Confident Cobalt
Gradient

Always Toolkit | June 2018 Clean & Dry Assets | Page 26

 Pillar Assets: Design Execution

Print Ads

Always Toolkit | June 2018 Clean & Dry Assets | Page 27

 Pillar Asset Library

Stamp of Confidence Lockups

Rewrite the rules.

Frame Accents Copy Accents Confident Cobalt

Background Gradient

Always Toolkit | June 2018 Clean & Dry Assets | Page 28

Contacts & Resources

Contacts Resources

Anna Sella Asset Acquisition Non-Licensed Imagery

sella.a@pg.com To download Always artwork
referenced in the document,
Andreina Marcano please visit:
marcano.a@pg.com
Font Acquisition
To purchase Galano
Toolkits should be Grotesque visit:
updated annually to https://www.myfonts.com/fonts/
remain current. rene-bieder/galano-grotesque/
Images used in this document
that are NOT included in our
photography library are for
illustrative purposes only. These
images are not owned by P&G
and may not be used beyond
this internal document.

Pantone System Information

Please note, PANTONE® and
other Pantone trademarks are
the property of Pantone LLC. ©
2013. All rights reserved.