The Heart Truth® Logo and Wordmark Usage Guidelines
Guidelines established by the National Heart, Lung, and Blood Institute (NHLBI) detail the requirements for use of The Heart Truth logo and wordmarks. The table below shows the campaign's logo, words, and phrases that are registered trademarks or service marks of the U.S. Department of Health and Human Services (HHS).
To maintain the integrity of the campaign, the affiliated marks may only be used on materials/websites associated with activities related to heart disease in women. All usage requires prior approval from the NHLBI.
Wordmarks, Logo, Trademark, and Service Mark Statements
- The campaign name and the following words must always be italicized as part of the overall campaign style guide and must always include the appropriate symbol (®) or (SM), set in superscript font.
- The Heart Truth®
- The Red Dress®
- Red Dress℠
- Red Dress Collection℠
- Heart Disease Doesn't Care What You Wear—It's the #1 Killer of Women®
- National Wear Red Day® (is a registered trademark of HHS and the American Heart Association)
- The campaign logo must always include the appropriate symbol (®), set in superscript font.
- The symbol (®) or (SM), in superscript font, must be included the first time a campaign mark is used in a material. For websites, the symbol must be included the first time each wordmark is used on each Web page.
- The tagline, "A program of the National Institutes of Health" should always appear beneath The Heart Truth logo.
Required Attribution Statements
The attribution statement, per the table below, must be included at least once on materials featuring The Heart Truth logo or wordmarks, in a primary location. For websites, the statement must appear at the bottom of each Web page featuring the campaign logo or wordmarks.
|Logo/Wordmark Used in Material||Required Trademark Statement*|
|The Heart Truth logo is a registered trademark of HHS.|
|The Heart Truth®||The Heart Truth is a registered trademark of HHS.|
|The Red Dress®||The Red Dress is a registered trademark of HHS.|
|Red Dress℠||Red Dress is a service trademark of HHS.|
|Red Dress Collection℠||Red Dress Collection is a service trademark of HHS.|
|Logo and multiple wordmarks:
The Heart Truth®, The Red Dress® and
Red Dress Collection℠
|The Heart Truth, its logo, and The Red Dress are registered trademarks of HHS. Red Dress> Collection is a service trademark of HHS.|
|National Wear Red Day®||National Wear Red Day is a registered trademark of HHS and AHA.|
|Heart Disease Doesn't Care What You Wear—It's the #1 Killer of Women®||Heart Disease Doesn't Care What You Wear—It's the #1 Killer of Women is a registered trademark of HHS.|
Required Disclaimer Statement
The following statement of non-endorsement must be added after the trademark attribution on all on-pack promotions and once on any primary material (such as a brochure) and once on each unique Web page featuring The Heart Truth logo or wordmarks, subject to the contractual provisions above.
Be distinctive. Use only the distinctive forms of usage for the trademark that are provided by the NHLBI.
Use the proper generic term. Use the proper generic term (also known as a noun) at least once per page. Acceptable generics include the words "program," "campaign," or "brand," where appropriate. For example, use "The Heart Truth® campaign" instead of using "The Heart Truth®" on its own.
Do NOT separate the Red Dress or the National Institutes of Health recognition tagline from The Heart Truth logo.
DO NOT adopt trademarks that are identical in appearance, sound, or meaning to the licensed marks.
DO NOT include the NHLBI's marks in the name of any third-party product, program, or service. This includes free and educational materials and the titles of informational websites.
DO NOT include the licensed marks in the name of your product, service, or website.
Campaign Logo Size Requirements
The Heart Truth logo should not be used smaller than 1.25" wide. The only exception to this rule is for placement on product packaging where space is limited. In these instances, minimum size will be determined on a case-by-case basis. In addition, a .25" border surrounding the logo is required.
Last Updated: March 1, 2013