BRAND STANDARDS GUIDE - 2021 V - Central Health
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BRAND
STANDARDS
GUIDE
2021
V. .201
1
Brand Standards Guide | 2021
INTRODUCTION
The Central Health brand creates clarity and
connection — a straightforward and authentic
statement of the organization’s role, mission
and vision. It tells the world that this is a place
where healthcare stakeholders come together
to create better outcomes for patients,
providers, taxpayers and communities.
Central Health can best protect the equity and
value of its brand with careful implementation.
This brand standards guide has been created to
help you best express your new identity and
communicate with partners, stakeholders and
the public.
2Brand Standards Guide | 2021
CENTRAL HEALTH LOGO
LOGO GRAPHIC BREAKDOWN
Logo Promise & Purpose
We serve the public as the master planner of
community health care in Travis County.
Mapping “CENTRAL”
Where we are—Central Texas— but also who we
are, a hub that brings stakeholders together.
THE OPEN CREST
Always open.
Always transparent in
its work, policies,
decisions and values.
THE PLUS SIGN “HEALTH”
Positive and adding value. Our reason for being.
Representative of the experience that We envision a model
each stakeholder–whether patient, healthy community.
provider, taxpayer or partner–should
have when interacting with Central Health.
Value Propositions
Matching People to Proper Care Organizing a Smarter System Blancing Costs with Benefits
• Creating better access • Identifying and • Optimizing taxpayer
• Directing people to implementing best practices investments
appropriate care • Aligning information, • Carefully allocating funds
• Assesing community needs experts and providers • Managing community
• Strategic and community healthcare system performance
planning
3Brand Standards Guide | 2021
BRAND MARK & SYMBOL
The Brand Mark
The Central Health logo includes both the The open crest that surrounds the
organization symbol and the logotype of the name. plus sign creates and symbolizes the
The brand mark refers collectively to the various transparency and commitment to
configurations of the logo, including the white space inclusion and consensus that define
surrounding these elements. the way Central Health does
business.
To maintain consistency across varied applications,
only 2 configurations of the brand mark should be Please do not subject the symbol to any kind of
used. The top configuration, with the “Central Health” modification or retreatment. Alterations will detract
logotype centered and stacked below the symbol, is from the integrity of the logo and the value of the
preferref for primary use. In situations where a Central Health brand.
horizontal configuration is required for scale of
impact, please use the alternate(s) provided.
The Logotype
The positions, proportions, size and color of the
element of the Central Health brand mark are part of The Central Health logotype was specially designed to
the execution of the brand and should not be altered. convey the personality and voice of the organization
Please do not attempt to replicate the Central Health and the brand should be viewed not as text but as a
brand mark without access to the original elements. graphic element in its own right. The serif styles was
derived from the type MrsEaves all petite caps with
Vertical Configuration several proprietary enhancement is favored for its
classic quality, with overtones of stability and
credibility, and its harmony with the scale and shape
of the Central Health symbol.
In order to protect the integrity of the brand, this
logotype should not be altered or replaced with other
types.
Horizontal Configuration
Vertical Configuration
The Symbol
The central device in the Central Health symbol Horizontal Configuration
recalls the familiar medical plus sign. It is designed to
represent the positive impact and added value Central
Health provides to patients, providers, partners and
taxpayers as the master planner of community health
care.
4Brand Standards Guide | 2021
CLEAR SPACE MINIMUM SIZE
The white space that contains the elements of the The smaller size at which the Central Health logo may
Central Health logo should be seen as an integral be reproduced to ensure legibiliy is 1/4 inch in height
component of the brand mark. As well, a minimum in the horizontal configuration, which is preferred for
clear space should be maintained around the mark to small spaces, or 5/8 inches in height in the primary
ensure the prominence and clarity of the logo. As (stacked) configuration.
shown, clear space refers to the distance of “X” – the
height of the plus sign – surrounding each side of the Vertical Configuration
Central Health logo, at whatever size it is used and in
all configurations.
X X = 5/8”
X
X
Horizontal Configuration
X
X X = 1/4”
X
X X
X X
5Brand Standards Guide | 2021
EXTENDED LOGO
In some cases additional text may appear below the
Central Health logo to identify a department, facility,
or project.
Extended logos may be created as needed if one does
not yet exist. The Communications Department will be
responsable for creating extended logos upon request.
As with the primary Central Health logo, horizontal
and vertical orientations exist, and either is acceptable
depending on the dimensions and/or requirements of
the usage.
Clear Space Minimum Size
In these cases, the same proportion of clear space As with the Central Health logo, the smallest size at
should surround the entire extended logo as with the which the extended Central Health logo may be
logo on its own. reproduced to ensure legibility is 1/4 inch in height in
the horizontal configuration, which is preferred for
Extended logos are created on an as-needed basis. If small spaces, or 5/8 inches in height in the primary
one is needed, please request an extended logo (stacked) configuration.
through the Communications Department. Do not
attempt to design an extended logo. Vertical Configuration
X X
5/8”
X X
X X Horizontal Configuration
1/4”
X X
6Brand Standards Guide | 2021
INCORRECT APPLICATIONS
Please avoid altering in any way the electronic logo
artwork provided, either by changing the elements’
placement and proportion or by using unspecified
colors (see “Color Specifications”).
When placing the Central Health brand mark, in
whatever configuration, on a solid dark background,
colors within the logo should revert to white as
needed for legibility and impact. Examples of a
reversed mark can be seen in “Internal Applications”.
Remember that the white space and clear space
around the logo are part of the mark. Avoid placing the
Central Health logo over a busy background image.
7Brand Standards Guide | 2021
COLOR SPECIFICATIONS SECONDARY COLOR PALETTE
The color palette of the Central Health brand offers The secondary palette offers a selection of bright,
rich, inviting and unexpected hues that convey lively hues that add interest or denote importance.
integrity and sophistication. These color reference
charts indicate the color formulas for the Central Up to three colors may be used together in a single
Health logo elements in all media. document.
Please use this reference guide to maintain brand Seconday colors are for accent only and should never
consistency. be used to create a single color Central Health logo.
In some instances it may be necessary for the Central
Health logo to appear in a single color. In this case
there are three configurations suggested: solid black,
solid PMS 511 purple or solid PMS 437 gray.
Print Print
PMS C M Y K PMS C M Y K
511c 83 100 60 0 5145c 30 44 13 0
652 50 25 0 10
653c 100 60 0 19
7416 0 60 60 0
437c 38 38 43 0
3255 49 0 28 0
Digital or Online Digital or Online
Web R G B Web R G B
5f294f 95 41 79 b494b2 180 148 178
7499c6 116 153 198
20558a 32 85 138
f48466 244 132 102
7e696d 126 105 109
7ecdc3 126 205 195
Single-color options
Single-color - black | Light or white background Single-color - white | Dark background
8Brand Standards Guide | 2021
CENTRAL HEALTH TYPOGRAPHY
MAIN FONTS SUBSTITUTE FONTS
Fonts Oswald and Lato have been chosen as the Fonts Arial Narrow and Century Gothic have been
Central Health brand typeface for general uses. Do chosen as substitute fonts if and only Oswald and
not use a point smaller than 10. Lato fonts are not available. Do not use a point
smaller than 10.
Oswald Arial Narrow
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Oswald family font, medium will be used for main Arial Narrow family font, bold will be used for main
titles for any digital and print media. All main titles titles for any digital and print media for when
should be written in all caps. Oswald is not available. All main titles should be
written in all caps.
Lato Century Gothic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Century Gothic family font, regular, bold and heavy
a b c d e f g h i j k l m n o p q r s t u v w x y z will be used for headings and main paragraphs/text for
any digital and print media.
lato family font, regular, bold and heavy will be used
for headings and main paragraphs/text for any digital
and print media.
See following page for examples of when each should
be used.
Palatino Linotype
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Palatino Linotype should be used for printed materials,
a b c d e f g h i j k l m n o p q r s t u v w x y z such as letters, memos, or reports, or materials that are
predominately text (ie not a PowerPoint, web page,
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z and other electronic formats, or that is mainly graphics
a b c d e f g h i j k l m n o p q r s t u v w x y z with supplemental text).
Palatino Litotype family font, regular and bold will be Templates linked in this document are pre-formatted
only used for large content print media for with the correct fonts for each usage.
paragraphs/text.
9Brand Standards Guide | 2021
TYPOGRAPHY USE SAMPLES
Below is a set of samples of how to use the fonts in
any digital or print media document.
HEADING 1
OSWALD MEDIUM
CENTRAL HEALTH BLUE
ALL CAPS
LATO HEAVY
HEADING 2 CENTRAL HEALTH PURPLE
ALL CAPS
Lato Heavy
Heading 3 Central Health Secondary Color
Title Caps
Lato bold
Heading 4 Central Health paragraph gray
Sentence caps
Paragraph. sum dolor sit amet, consectetuer Lato regular
adipiscing elit, sed diam nonummy nibh euismod Central Health paragraph gray
tincidunt ut laoreet dolore magna aliquam erat. lower caps
This example demonstrates the fonts if Oswald, Lato,
or both are not available.
HEADING 1
ARIAL NARROW BOLD
CENTRAL HEALTH BLUE
ALL CAPS
CENTURY GOTHIC BOLD
HEADING 2 CENTRAL HEALTH PURPLE
ALL CAPS
Century Gothic Bold
Heading 3 Central Health Secondary Color
Title Caps
Century Gothic bold
Heading 4 Central Health paragraph gray
Sentence caps
Paragraph. sum dolor sit amet, consectetuer Lato regular
adipiscing elit, sed diam nonummy nibh euismod Central Health paragraph gray
tincidunt ut laoreet dolore magna aliquam erat. lower caps
10Brand Standards Guide | 2021
LOGO APPLICATIONS
EMAIL SIGNATURES
Instructions for installing your email signature are available from
T-Drive/Communications/Communications_Public/Email Signature.
Use the example below as reference for setting up your own email
signature using the file linked above.
Camilla Rodriguez
Graphic Designer
camilla.rodriguez@centralhealth.net
Office: 512.978.8167
www.centralhealth.net
This electronic mail message, including any attachments or previous e-mail messages attached to it may constitute or contain
information that is legally confidential. This email is intended solely for the use of the individual(s) or entity (-ies) to whom it is
addressed. If you are not the intended recipient of this email, you are notified that any use, dissemination, distribution, copying,
disclosure or any other action taken in relation to the content of this email including any attachments is strictly prohibited. If you
have received this email in error, please notify the sender immediately and permanently delete the original and any copy or print
of this email.
BUSINESS CARDS
NAME
TITLE
Email Address ĺ1;m|u-Ѵ_;-Ѵ|_ĺm;|
L1;Ĺĺĺo0bѴ;Ĺĺĺ -Ĺĺĺ
_vb1-Ѵ77u;vvķbm;Ɛ
_vb1-Ѵ77u;vvķbm;Ƒ
Š;m|u-Ѵ;-Ѵ|_$*
Front Back
11Brand Standards Guide | 2021
LETTERHEAD
Download the template file Letterhead 2021.dotx from
T-Drive/Communications/Communications_Public/
05/10/2021
Jane Doe
1234 Street Address,
City ST 76549
Dear Joe:
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod
tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim
veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea
commodo consequat. Duis aute irure dolor in reprehenderit in voluptate
velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat
cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est
laborum.
Sincerely,
Joe Doe
Business Administrator
12Brand Standards Guide | 2021
POWERPOINT
Download the template file Central Health Template 2020 V1.potx from
T-Drive/Communications/Communications_Public/PPT Template -
-
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