Copyright ©2025 by American Society for Clinical Pathology. All Rights Reserved.

33 West Monroe Street, Suite 1600, Chicago, IL 60603

Welcome to the ASCP Brand Resource Center!

Here you’ll find brand guidelines and downloadable assets as well as information on obtaining permission to use ASCP's assets in your own work. Our guidelines outline the rules for using ASCP’s brand assets and showcasing ASCP product content. Please help us protect our brand, and present your work in the most appropriate way, by following these guidelines and only using approved brand assets from this site (any logos or images found elsewhere on the web are not approved for use).

In order to protect the brand’s integrity and keep the logo’s legibility, we created a safe area around the logomark based on half of the square’s dimensions. Give the logo space. To preserve the integrity and visual impact of the logo, always maintain adequate clear space around it. It’s an integral part of the design, and ensures the logo can be seen quickly, uncluttered by other logos, symbols, artwork or text.  

When using the logo, take care to not harm its integrity by altering it or exercising your personal creative freedom. The following are a few examples of misuse.

For context, this is the correct logo.

Never manipulate the form by removing any of the elements

Never alter the color, whether it’s by adding a gradient to the type or changing the color of the mark..

Never manipulate the gradient in any way.

Never skew, manipulate or change the form or structure of the mark or type.

NOTE: Logo inversion. We may invert the logo on apparel or swag, like a backpack pocket or the sleeve of a shirt. 

Our colors are as important to us as the logo itself. They’re part of the brand’s personality. The ASCP brand color palette is comprised of four primary colors often seen in the lab. These distinct colors provide a palette that resonates with our members and gives a recognizable look to our brand. Use a maximum of two primary colors in a design at a time. Our secondary colors provide options to call out various text or graphic elements. Choose one secondary color to support your primary color selection.

ASCP Blue
#25408f
R 37 G 64 B 143 
C 100 M 90 Y 10 K 0

Teal
#00a998
R 0 G 169 B 152 
C 79 M 9 Y 49 K 0

Magenta
#ab1e89
R 171 G 30 B 137 
C 33 M 100 Y 1 K 2

Gray
#C7C7C7
R 198 G 198 B 199 
C 22 M 17 Y 17 K 0

Helvetica Heue lt Std is our official font and should be used when possible. It’s modern and sophisticated and feels authentic and familiar. Helvetica is a licensed font and is used in all marketing collateral. This is also the font of our logo.

When Helvetica isn’t available or cannot be used, Open Sans is a free alternative that closely matches Helvetica. This is used primarily in PowerPoint and Keynote presentations and in Microsoft templates for things like the letterhead.

Our logo is our visual identity and the face of our company. Always adhere to these guidelines to keep our brand consistent. The tone of STRONGERTOGETHER relies on inspiration rather than authority. ASCP does not speak to our members; we cultivate a relationship with them. It’s a message that connects the dots between the responsibility of working in the laboratory with the real-life impact that our members have on patients worldwide. 

NOTE: For the most part, the logo will have the type and logo mark combined, but there are some instances when the logo mark can be used separate from the type. Exceptions usually occur with apparel, swag and sometimes the website. 

Please submit a form with any project request needed from the Creative, Marketing, or Communications teams. Turnaround time is dependent on project scope. 
Please allow adequate time for development, a minimum of two weeks.

To start any project with the Creative Department, you'll need to fill out a request form. Depending on what you need, choose one of these four online forms:

• Each request typically takes 5 to 7 working days to complete. 
• During busy periods leading up to the Annual Meeting, it might take 10 to 14 working days.
• Requests submitted after 3 pm from Monday to Thursday will be scheduled for the next business day. 
• Requests submitted after 12 pm on Friday will be scheduled for the following Monday.
  

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Keep in mind, any completion date you request is proposed, not guaranteed. Projects are completed based on the Creative Department’s schedule and the queue of existing projects. 

Make sure to fill out the form with all the necessary information, like billing code, date, creative brief, and audience details. Every bit of info is crucial to complete your request efficiently. 

After you receive the draft of your project, you'll have 7 working days to approve it or request changes. If no action is taken within this period, the project will be approved by default. For extended approval time, reach out to Jennifer or Martin.

Maintain a consistent and professional look in all your email communications by using one of our approved ASCP email signatures. Choose from the Standard Signature or the Annual Meeting Signature, available for download below. Follow the simple steps to install your signature in Outlook, and watch the video tutorial if you need extra guidance.

Set Up Your Signature in Outlook: 

1. Download the appropriate signature file. 
2. Open Outlook and go to File > Options > Mail > Signatures. 
3. Click New, give your signature a name, and paste the content of the downloaded file into the editor. 
4. Assign your signature to new emails and/or replies as needed. 
5. Click OK to save.

Set Up Your Signature in Outlook:  

Watch the Video Tutorial for step-by-step instructions.