style guide for community outreach

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1 style guide for community outreach Version 1 June 2013

2 contents 1.0 Purpose of This Guide Use of the Name Sample Brand Language Logo Standards Symbol 7 contact: Danielle Davis Director, Communications & Outreach Maryland Health Connection t danielle.davis@maryland.gov 1

3 In its formal launch to consumers, businesses and the community, Maryland Health Connection SM is creating a brand identity that articulates a meaningful brand promise: to serve as a marketplace where health coverage options can be explored, understood, compared and selected by those in need of coverage. 1.0 Purpose of This Guide This style guide is intended to support Maryland Health Connection s outreach and marketing by ensuring that all editorial and creative executions from copy through logo and advertising and across all materials are written or designed for consumer appeal. Use of color, imagery, typography, layout and tone should be friendly, accessible and reflect the attributes conducive to a consumer shopping experience. The marketing and outreach effort will convey that the new health insurance marketplace is easy to use, offers high quality, and is trustworthy and secure. 2

4 2.0 Use of the Name Organization Name The public-facing name for the marketplace that consumers and small businesses will use to review, compare and purchase insurance coverage is Maryland Health Connection. This is the name to put front-and-center to consumers, not Maryland Health Benefit Exchange, the brand sponsor for Maryland Health Connection. Please do not refer to Maryland Health Connection as the Exchange. The full name Maryland Health Connection should always be used on first reference to the organization. The name should not be preceded by the definite article ( the ). Rather, the name is simply: Maryland Health Connection. Avoid abbreviating Maryland as MD, which may create confusion with the abbreviation for medical doctor. Do not abbreviate the organization s name to MHC. Use of the acronym MHC may lead to confusing Maryland Health Connection with numerous other organizations, including Maryland Humanities Council, Maryland Health Care Commission, and other entities with similar initials. 3

5 3.0 Sample Brand Language For the General Public Maryland is making it easier and more affordable for residents to get the health insurance they need through Maryland Health Connection. To achieve this, the State, employers, and the health care community are working together in an unprecedented effort to expand the choices available, and make it easier to compare and select from approved health plans. As a result of this shared undertaking, everyone in Maryland can have the health security they need including regular doctor visits and preventive care, prescription drug coverage, and protection in case of hospitalization or medical emergency. In addition to giving you access to preventive care, health insurance will provide you with protection from financial risk, in the event of a medical need. You can also take your coverage with you if you lose or change jobs. If you or your children are currently enrolled in Medicaid, you do not need to do anything. You will be contacted when it is time to renew your coverage. In 2014, you will be able to renew your Medicaid coverage through Maryland Health Connection. For the Uninsured Health insurance will help you, and will provide preventive care, as well as financial protection. Maryland Health Connection is making health insurance more affordable and easier to get. You may be eligible for financial assistance that would lower the cost of your health insurance and make it more affordable even if it has not been affordable before. You can tailor your health insurance plan to your own needs and budget. Maryland Health Connection will help you get the information you need to compare coverage and make a decision that works for you and your family. For Businesses Maryland Health Connection will provide you with a new way to offer employees more choices in health insurance coverage. Offering your employees health insurance is one of the best ways to recruit and retain talent in a competitive environment. You can choose from a variety of plans and coverage options that will suit your budget and keep your employees protected. 4

6 The Maryland Health Connection Logo The Maryland Health Connection logo is available in appropriate file formats for printing, presentations and online applications. Always use the vector (EPS) files for high quality printing. Use the JPEG or PNG versions for onscreen applications and PowerPoint presentations. A reverse version is available as an EPS or PNG file for use on solid backgrounds or photos. Ensure that there is adequate contrast with the background color when using the reverse logo. Never use the logo on backgrounds that compete with or distract from the logo. Never distort, modify or attempt to recreate the logo. four-color process/spot color (PMS) 4.0 Logo Standards grayscale reverse Note: Maryland Health Connection is currently developing a tagline, which will be used as part of the logo when introduced. 5

7 Mimimum Clear Space Requirement To prevent outside elements from intruding on the logo, adequate clear space should always be allowed. An area equal to the height of the icon ( x ) should be allowed on all four sides of the logo as measured from the outer corners of the icon. When the logo is used in smaller spaces (as on a business card), one-half the height of the icon (1/2 x ) is acceptable. Mimimum Size Requirement To ensure legibility of the logo, it should not appear in sizes smaller then 1.25 in width. x x x x minimum size = 1.25 wide Logo Color Palette The Maryland Health Connection logo should always be reproduced using the following colors: PMS 632* 77c24m21y0k 40r153g183b 2899B7 PMS 376* 51c2m95y0k 140r194g71b 8CC247 PMS c55m56y31k 86r86g85b

8 The Maryland Health Connection Symbol The Maryland Health Connection symbol is a simple, florette-like mark composed of four leaf-like shapes converging at a single, central point, suggesting a welcoming source, open and accessible to all. The Maryland Health Connection symbol may be used as a graphic element or as a dingbat in bulleted text, as long as the Maryland Health Connection logo also appears on the same page. 5.0 Symbol 7

BRAND GUIDELINES. Copyright 2017, Bromley Agency. All rights reserved.

BRAND GUIDELINES. Copyright 2017, Bromley Agency. All rights reserved. BRAND GUIDELINES Copyright 2017, Bromley Agency. All rights reserved. 00 TABLE OF CONTENTS TOC 02 01 02 03 04 05 06 07 08 INTRODUCTION TO PEABODY MUNICIPAL FCU PEABODY MUNICIPAL FCU CLEAR ZONES COLORS