Art & Advertising Standards Guide for Invisalign … · 03 Components of the Invisalign Logo The...

Art & Advertising Standards Guidefor Invisalign® Providers

Growing your practice with the Invisalign® Brand

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The Invisalign Brand • Components of the Invisalign Logo

Approved Logo Variations• Invisalign Logo with tagline • Invisalign Logo without tagline

The Invisalign Advantage Program• Preferred Provider • Premier Provider • Elite Provider

Logo Usage

Color Palette

File Formats

Invisalign Brand Usage Guide

Derivative Brands

Advertising Templates and Ad Proofs

Trademark and Logo Usage Requirements

Table of Contents

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The Invisalign Brand

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Our brand purpose

“We believe a better smile has the power to create a better future, so we create technology to help people move forward in life.”

Our brand ambition

To revolutionize the way people all over the world transform their smiles.

The Invisalign clear aligner system is an important development in the world of orthodontics, and leads clear aligner treatment for straightening teeth based on the Invisalign system.

Align continues to invest in the Invisalign brand to earn the trust of top dental professionals all over the world, as well as millions of patients who ask for Invisalign by name.

These investments are reflected in the Invisalign trademark and logo. It’s essential that the Invisalign brand elements work consistently to define, express, and reinforce the Invisalign brand identity and underlying commitment to orthodontic treatment excellence in a distinctive, memorable way.

The guidelines which follow provide all the parameters that will maximize the identity of the Invisalign brand in all of its applications.


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Components of the Invisalign Logo

The Invisalign logo has been created as a horizontal lock-up, which includes the symbol, logotype and registered trademark symbol. The relationships within the lock-up should never be altered in any way.

The Invisalign Logo

The Invisalign logo is the foundation of the brand identity, making it the single most important symbol of the brand. Therefore, it is essential that the integrity of the logo is never compromised and that it is consistently reproduced at all times without variation. No other versions may be created or used.

The logo has been provided in two different sizes with an appropriately sized registered trademark symbol attached to each logo. Use the large registered trademark logo only when the medium will not allow for the normal-sized registered trademark, such as embroidery or print applications smaller than 1 inch.

Clear Space

In order to have the most visual impact and ensure that type and other elements do not compete, all logos need a perimeter of clear space. This establishes the logo as the most visible and recognizable expression of the Invisalign brand. The minimum amount of clear space allowed is one half (.5) of X, which is shown below. X is equal to the height of the symbol. Feel free to expand the clear space as your design and / application permits.

Minimum Size

In order to have the most visual impact and ensure that type and other elements do not compete, all logos need a perimeter of clear space. This establishes the logo as the most visible and recognizable expression of the Invisalign brand. The minimum amount of clear space allowed is one half (.5) of X, which is shown below. X is equal to the height of the symbol. Feel free to expand the clear space as your design and / application permits.

Safe Area (Primary Logo)

Minimum Size (Print)

Safe Area (Full-Color Logo)

Minimum Size (Digital)


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Approved Logo Variations

Primary Black – CMYK Primary Black Logo With Stacked tagline – CMYK

Primary Black – 1PMS Primary Black Logo With Stacked tagline – 1 PMS

Primary Reverse Primary White with Stacked tagline

The Invisalign Logo with TaglineThe Invisalign logo is available in several color options, with and without a tagline. The Invisalign logo with the tagline, “made to move” is the preferred logo for patient-facing marketing campaigns and materials. No other tagline should be used with the Invisalign logo.


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The Invisalign LogoOccasionally, you may wish to use the Invisalign logo without a tagline If you have any questions about the use of Align Technology trademarks, contact Ad Proofs at [email protected].

Approved Logo Variations (continued)

Primary Black – CMYK

Primary Black – 1PMS

Primary Reverse

Full-Color – 3PMS

Full-Color – CMYK


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The Invisalign Advantage ProgramThe Invisalign Advantage Program is designed to recognize and reward Invisalign Providers who have achieved greater experience and education by offering various benefits and discounts. The Advantage Program features four tiers: Preferred, Premier, Elite, and Top 1% Providers. Only those Providers who have achieved a certain status may advertise themselves as such and use the associated logos below.

Once logged in to your Advantage account, you can then download the Advantage Program logo that reflects your tier level. Like other advertising materials, all materials that include Advantage Program logos must be submitted to Ad Proofs [email protected] for approval.

The Invisalign Provider LogoAs an authorized Invisalign provider, you are licensed to use the Invisalign brand and Invisalign provider logo in your marketing*. However, it is important to clearly distinguish between your brand and Align Technology brands. All materials that include Provider logos must be submitted to Ad Proofs at [email protected] for approval.

*Some restrictions apply (See Terms & Conditions)

The Invisalign Advantage Program


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Logo Usage

Logo Do’s

Primary Logo on Charcoal

Primary Logo on Bright Blue

Primary Logo on White

Primary Logo Over Dark Photo

Full-Color Logo Over Light Photo

Primary Logo on Dark Blue

Primary Logo on Magenta

Primary Logo Over Light Photo

Full-Color Logo on White

Preferred UsageThe Invisalign brand logo has been created in a number of versions for use in various applications. The logo can appear over solid fields of brand colors, as well as over photography.

Primary Logo Use the varied-opacity, knocked-out logo on solid-color backgrounds and dark photographic backgrounds. Use it whenever possible, whether it is in PMS colors, 4-color process, or RGB.

Full-Color Logo Use the full-color logo whenever a solid background color or dark photographic background is not an option. See below for the detailed overview of logo usage and color.

The provided secondary logo is to be used only in instances where using the primary logo is not feasible.

Logo Color Usage The logo may be used in any format and size as long as the integrity (including the proportionality, spacing, and alignment) of the design is preserved. When the Invisalign logo is to appear in color, the colors must not differ from the approved color scheme.

Use of Logo with Practice Name The Invisalign logo’s distinctiveness is a direct result of the care taken in its design and subsequent applications. Any alterations of the logo should not be adopted.


Logo Dont’s

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Logo Usage(continued)

Do not alter the color of the logo. Do not outline the logo. Do not add drop shadows or other effects to the logo.

While the “Invisalign Teen” logo design is no longer approved for use, the Invisalign teen product has not been discontinued. You may continue to tell your patients that you offer Invisalign for your teen patients.

Do not skew or distort the logo. Do not change the angle of the logo.

The Invisalign symbol / flower should never be used independently of the logomark

Do not rearrange the elements of the logo.

Do not use the logo in copy. Do not use the logo components in patterns.

Do not change the opacity of the logo.

Do not place a color logo on a background with a similar color value.

Only the Invisalign “made to move” tagline may be used.


While the Invisalign logos can be used effectively with a practice’s color scheme, we’ve provided a suggested primary color palette to enhance the brand and ensure maximum impact and recognition.

Core ColorsThese colors are core to our brand and are used heavily in all applications.

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Color Palette

Charcoal HEX #3D3935 CMYK 0, 0, 0, 90 PMS-C Black 7 CP

RGB 61, 57, 53 PMS Black 7C PMS-U Black 7U

Dark Blue HEX #171C8F CMYK 100, 98, 0, 0 PMS-C 2476 CP

RGB 23, 28, 143 PMS 2476 C PMS-U Custom Mix

Gold HEX #BE933C CMYK 9, 29, 66, 24 PMS-C 465 CP

RGB 190, 147, 60 PMS 465 C PMS-U 7407 U

Light Gray HEX #B2B4B2 CMYK 13, 8, 11, 26 PMS-C 421 CP

RGB 178, 180, 178 PMS 421 C PMS-U 421 U

White HEX #FFFFFF CMYK 0, 0, 0, PMS-C N / A

RGB 255, 255, 255 PMS N / A PMS-U N / A

Dark Gray HEX #707372 CMYK 30, 20, 19, 58 PMS-C 424 CP

RGB 112, 115, 114 PMS 424 C PMS-U 425 U

Bright Blue HEX #009ACE CMYK 99, 1, 5, 5 PMS-C N / A

RGB 0, 154, 206 PMS 801 C PMS-U 801 U


Accent ColorsThese colors are secondary to our brand, and are used lightly and more sparingly in all applications.

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Color Palette(continued)

Warm Red HEX #E03C31 CMYK 0, 87, 85, 0 PMS-C 179 CP

RGB 224, 60, 49 PMS 179 C PMS-U 2347 U

Lush Green HEX #8BC400 CMYK 49, 0, 90, 0 PMS-C N / A

RGB 139, 196, 0 PMS 2293 C PMS-U 2293 U

Gold HEX #FFB500 CMYK 0, 27, 100, 0 PMS-C P 10-8 C

RGB 255, 181, 0 PMS 7549 C PMS-U 7549 U

Burgundy HEX #910048 CMYK 9, 100, 26, 38 PMS-C 221 CP

RGB 145, 0, 72 PMS 221 C PMS-U Custom Mix

Magenta HEX #D0006F CMYK 0, 100, 2, 0 PMS-C 226 CP

RGB 208, 0, 111 PMS 226 C PMS-U Rubine Red U

Bright Green HEX #C4D600 CMYK 28, 0, 100, 0 PMS-C 382 CP

RGB 196, 214, 0 PMS 382 C PMS-U 396 U


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Some or all of your logos have been provided in the following file formats:

EPS(Encapsulated Postscript) Used for high-resolution print quality. It is editable in its native program (in this case, Adobe Illustrator CS) and importable into programs like QuarkXPress, Adobe PageMaker, Adobe Illustrator, and Adobe InDesign. It can be used on a variety of platforms including Macintosh and Windows.

JPG(Join Photographic Experts Group) A compressed file format that contains placed files, continuous tone, gradient fills and bitmap images. This format is best used for screen presentations in programs such as Microsoft Word and Powerpoint, and Web usage. This format is not recommended for use in offset printing.

PNG(Portable Network Graphics) A file format that employs lossless data compression for bit-mapped, grayscale, and RGB images. This format supports transparency and replaces the GIF format in displaying far more than 256 colors. This format is also used for transferring images on the Internet. This format is best used for screen presentations in programs such as Microsoft Word and Powerpoint, as well as Web usage. This format is not recommended for use in offset printing.

File Formats


Invisalign Brand Usage Guide

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Approved LogotypeThe logo for Invisalign is an official trademark and identifying symbol for the brand. The registered trademark symbol ® must always be used with the logo. Do not attempt to modify this logo in any way, or to create your own version of the Invisalign logo. The logo is an image, and therefore may not be placed in a sentence as text. At the bottom of the page or advertisement with the Invisalign trademark use, please include this attribution:

“Invisalign, among others, is a registered trademark of Align Technology, Inc.”

Text Usage

If Invisalign is used in text—for instance, in an article about Invisalign aligners—it should appear with a registration symbol on the first mention of Invisalign per page. If there is also an Invisalign logo on the page, its registration mark does not replace the need for the ® to be used in the first mention of Invisalign in the text.

When using the Invisalign name in a sentence, the first letter should always be capitalized and a noun should immediately follow the word “Invisalign” in the sentence (for example: Invisalign aligners are transparent.” or “Dr. Smilemore offers Invisalign treatment.” Digital artwork for the logo is available at the Invisalign Practice Development Center www.invisalignmarketing.com.

*Use of the mark in domain names is strictly limited and only by

written permission

Invisalign Brand Usage Guidelines Invisalign among others, is a registered trademark of Align Technology, Inc., and should be treated as such. All use of this mark or any mark belonging to Align Technology must be in accordance with the latest “Art & Advertising Standards Guide for Invisalign® Providers” and is subject to the Align Technology Pricing Terms and Conditions. No products competitive to or incompatible with Invisalign products or services may appear or be mentioned in any marketing materials or advertising that use Invisalign or any other marks belonging to Align Technology.

Approved Taglines

“Invisalign® – made to move” is a trademark of Align Technology. It is very important that none of our doctors deviate from the approved use of this trademark. Though the company has used other taglines over the years, made to move is the sole tagline our doctors are permitted to use at this time.

Practice Names And Domain Names The Invisalign brand name may not be incorporated into the company name, practice name, or brand name of any individual practice, or used in a web address, email address, or domain name.

Examples of approved uses are: • “Smilemore Orthodontics – Invisalign® Provider” • “(City name) Orthodontics – for Invisalign®”

Improper types of uses are: “San Francisco Invisalign,” “www.invisalignchicago.com*,” and “Invisalign Center of Austin”

Miscellaneous Logo Applications

If you choose to imprint the logo on promotional items not produced by authorized Invisalign vendors and the Invisalign Practice Development Center, it is important to adhere to the same standards outlined here. As specific questions arise regarding the application of the Invisalign logo onto specialty items, please direct them to Ad Proofs at [email protected].


Derivative brands

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Branding Do’s

An innovative product deserves its own name. Here are some tips for

creating a defensible name:

Be Original Generate numerous naming options or engage a firm that specializes in product naming.

Be Aware of Connotations If you plan to market the product globally, the name should be free from negative connotations in other languages

Check the Legality Use an intellectual property attorney to vet the name for trademark eligibility. Give your lawyer complete information about your relationship with Align Technology.

Check for Available Domain Names Conduct a domain name search before committing to a name. If you can’t find one that works, consider choosing a different name.

Remember that Align trademarks, including Invisalign, may not be used in domain names without a written license from Align. For details, please contact Ad Proofs ([email protected]).

We love that some of our most creative doctors develop new products or procedures for use with Invisalign products. But great ideas don’t mean that Invisalign brand standards no longer apply. Derivative product names (for example, InvisaMobile, FreeAlign, Invisalign Quick) and misuse of Invisalign brand visuals are the most common mistakes in this category. Align Adproofs can help prevent these kinds of mistakes.

Branding Dont’s

It may be permissible to say that you designed your product for use in connection with Invisalign treatment. But any time that you use all or part of the Invisalign name in a product name, it creates the false impression that the product is offered or endorsed by Align Technology. Your use of the Invisalign brands must not reduce or diminish their reputation, image, or prestige. Deriving a product name from the Invisalign brand also can lead to unnecessary cost and headaches. Originality is always the best idea – both to build your own strong product brand and to avoid the complications associated with trademark infringement.

Similar Visual TreatmentsSimilar shapes, color palettes, and typestyles in a name also violate Align Technology’s brand standards and diminish the uniqueness of your idea. When your brand looks like an Align Technology brand, you don’t get full credit for your product. At the same time, you can cause patients to believe that they can get your product from any Invisalign provider.


Advertising Templates and Ad Proofs

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Ad Approval

All ads incorporating Invisalign logos or other Invisalign creative materials must be submitted to Ad Proofs ([email protected]) for approval, and shall not be used without express approval from Align.

Print Advertising Templates

Invisalign Print Advertising Templates are designed for ease of use in a variety of forms and sizes. Each ad allows for personalization with information about your practice. No other modifications to these ads will be permitted, and you will be responsible for any personalization costs incurred.

• The advertising template must be reproduced in its entirety. • Practice contact information may be added. • No changes to copy, design, or images are permitted. Additional graphics of any kind will not be authorized. • Images from Invisalign Advertising Templates are not to be used in the creation of original marketing or advertising materials. • No deviation of existing copy is permitted without written consent from Align Technology.

Align Technology, at its sole discretion, reserves the right to restrict or deny any and all usage of its trademarks and copyrighted material.

Ad Template Resizing

Occasionally, templates may need to be resized to meet the specific space requirements of a given publication. Should this be the case, the utmost care must be taken to maintain the integrity of the design to whatever degree possible. In short, alter the size as little as you can while paying attention to the spatial relationships between elements in the layout.

Creation of Original Material

• Copy from an Invisalign print ads must not be modified • The Invisalign brand must be the only orthodontic appliance mentioned in the advertisement. • Use of the following tagline with the Invisalign logo is authorized and recommended: Invisalign® – made to move® • Use of a limited palette of colors is recommended. In particular, to unify the design, use of the blue of the Invisalign logo is recommended as a setting for other elements.



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Note: By exercising its rights under these Advertising Standards, Align Technology only enforces certain rights relative to its intellectual property. Align Technology does not control or certify the legal compliance of any promotional or advertising content published by its customers. The doctor remains responsible for content of any advertising published by him / her, including legal compliance.

© 2017 Align Technology, Inc. All Rights Reserved.

The INVISALIGN logo, among others are trademarks of Align Technology, Inc.


All marketing materials generated by Align Technology are copyrighted and protected, including images from posters, printed direct-mail pieces, commercials, videos, and the Invisalign website. Only authorized materials provided by Align Technology or purchased from Align Technology may be used. Any unauthorized use is prohibited.


Align Technology requires that final advertising proofs and / or materials be submitted to Align Technology’s Ad Proofs department ([email protected]) ) for written approval prior to production. Please submit all art for review at least ten business days prior to any print deadline to allow time for revisions, if necessary.

Align Technology reserves the right to require modifications to any part of your original artwork and to digital materials at any time. No other corporate or product brands or trademarks may be incorporated into materials that include Align trademarks unless prior written approval is obtained from Align Technology. No deviation from the copy shown in the print ad templates is allowed without written approval from Align Technology. No editing or re-mixing of Align video content is permitted without written approval from Align. All edited or re-mixed versions of Align video content created with Align’s permission must be submitted for approval prior to use, and shall not be transmitted, displayed, broadcast, or otherwise used without prior written approval by Align Technology.

Align Technology reserves the right to restrict, withdraw, or deny any and all usage of its trademarks and copyrighted materials. Align Technology reserves the right to disallow any advertising submitted which, in the sole opinion of Align, may be detrimental, injurious, or offensive to Align Technology, its products and / or Align’s name, trademarks, or other intellectual property.


Align Technology, Inc.2560 Orchard ParkwaySan Jose, California 95131Tel: 408 470 1000Fax: 408-470-1010

www.invisalign.com

© 2017 Align Technology. All Rights Reserved.

Invisalign®, ClinCheck® and SmartTrack®, among others, are trademarks and/or servicemarks of Align Technology, Inc. or one of its subsidiaries or affiliated companies and may be registered in the U.S. and / or other countries.

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