Branding Home

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Why branding is important

The American Heart Association’s mark, the Heart and Torch, dates back to 1924 when it was first adopted as our signature. The mark has been modified several times over the years, but it’s still the recognized icon for the organization.

However, our brand is more than just a visual representation of who we are — it also helps us effectively transform attitudes and behaviors. While we have many programs and initiatives, we need one strong, unmistakable identity to clearly and effectively communicate who we are and what we do as an organization.

Our brand traits are “Simple, Positive, Emotional and Personal”— these are traits that we show in the lifesaving work we do every day. Because of our strong brand, people around the world know who we are, and they rely on our solid scientific expertise and authoritative health messages.

Have a branding question? See our frequently asked questions page.

Master Brand Guidelines

Please review and familiarize yourself with the American Heart Association's Master Brand Guidelines.


Visit this page to view and download American Heart Association and American Stroke Association branded logos.

Program & Event Logos

Visit this page to view and download the various Program and Event logos.


Visit this page to view and download AHA and ASA Infographics.

Life is Why Image Library

Visit this page to view and download "Life is Why" branding images from the AHA Image Library.