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Branding and Text Standards

The American Cancer Society’s most valuable assets are our name, logo, and brand. Theyidentify who we are and what we stand for, uniting us in a common cause and setting us apart asa unique organization. We can protect and enhance the value of our brand by making sure it isrepresented consistently and correctly everywhere it appears.

Brand StandardsThe Relay For Life logo serves as a powerful symbol of the American Cancer Society’s premiernationwide event. Therefore, when using the Relay For Life logo, adherence to the followingstandards is essential:

The Relay For Life logo must be used in its complete and unaltered form. The elementsthat comprise the Relay For Life logo may not be changed in any way, nor should they beused separately as individual graphic elements.

The Relay For Life logo should never be tagged with text or joined together with marks,symbols, icons, or other logos.

Color formulas and combinations other than those set by the American Cancer Societyare not allowable.

Individualized, custom logos for any purpose are not allowable.

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Text StandardsJust as consistency with our logo is important, consistency with Relay For Life text and wordingis also essential. When producing any written materials – from a flyer to an e-mail – be sure toadhere to the following text standards.

Full Event Name: American Cancer Society Relay For Life

Short Event Name: Relay For Life (Relay)

Plural Event Name: Relays

Always capitalize the “F” in Relay For LifeStylistic manuals support the capitalization of brand or trade names. The marketing benefit ofcapitalizing the “F” is strong presentation of the event name.

Luminaria Ceremony: A luminaria is a paper sack filled with sand supporting a lighted candle.Do not use “luminary” or “luminaries”.

Corporate Sponsorship/Local Identification Standards

1) A corporate sponsor’s name should appear after the event name:

“The American Cancer Society Relay For Life presented by XYZ Company.”

“The American Cancer Society Relay For Life sponsored by XYZ Company.”

2) A community’s name should appear after the event name:

“The American Cancer Society Relay For Life of Jefferson Township.”

3) A corporate sponsor’s name should never appear before American Cancer Society Relay ForLife:

Do not use “XYZ Company's Relay For Life.”

Do not use “XYZ Company's American Cancer Society Relay For Life.”

Do not use “XYZ Company presents the American Cancer Society Relay For Life.”

4) A community's name should never appear before American Cancer Society Relay For Life:

Do not use “Jefferson Township's American Cancer Society Relay For Life.”

Do not use “Jefferson County presents the American Cancer Society Relay For Life.”