The Alcoa Visual Design System Our tagline Our tagline is: The Element of Possibility™ Tagline use below logo The tagline is a play on words. ‘Element’ refers to aluminum's place on the periodic table and the ingredient needed for success. The tagline communicates these messages: • Our history as a pioneer in the world-changing discovery that made so much of modern life a reality • Our future promise to continue innovating, enabling further progress and advancements • Our deep roots in scientific discovery Tagline use beside logo Basic rules • When using the tagline within body copy, it should follow the type style and font within the body copy • When used in advertising, marketing and collateral materials, use only Helvetica Neue LT Medium Italic font for the tagline • Use the same color for all of the words in the tagline • Do not add words or change the tagline • Do not change the mix of capitals and lowercase in the tagline • The tagline can be placed below the logo as long as minimum space rules are adhered to • If the tagline is placed below the logo, it should extend to the length of an extra ‘A’ further than the edge of the logo • If the tagline is placed beside the logo: o There should be at least space for the equivalent of two ‘a’s o The size of the tagline should be the same size as the height of the ‘a’ o The base of the tagline text should align with the base of the word ‘Alcoa’. The ‘y’ will drop below. 6