BRAND GUIDELINES

Presented by the Media, Marketing, & Materials Team

Updated: 08/2016

TABLE OF CONTENTS

02 Introduction

03 Agency Name

04 Agency Logo, Treatment, and White Space

05 Typography

06 Colors

07 Images

01

08 Our Voice

INTRODUCTION

The Media, Marketing, and Materials Team are working

toward a communication strategy that assures a consistent

message and look for the agency. It is our hope that this

guide will encourage individual creativity while maintaining

a consistent and professional look to all media and

marketing materials that are created individually.

Guidelines within this guide cover treatment of the

agency’s name, logo, suitable colors, and typography.

Please stick to these guidelines to help the Media,

Marketing, and Materials Team create a branded image

and perception that is consistent no matter where our

materials are seen.

Thank you!

02

EX

AM

PL

ES

03

AGENCY NAME

The following guidelines outline the

proper use of the agency’s name and

how to properly refer to it in written form.

1 The official agency name is District

Health Department #10, which should

be used for all official and

professional documents.

2 The agency is commonly referred to

as DHD#10 and can be used in less

formal settings (ex: social media) or in

publications once the official name

has been established.

3 If you wish to reference your specific

county, please do so by adding the

county name to the end of the official

agency name.

4 Both names should be written exactly

as-is, without any changes in

capitalization, spacing, or spelling.

Correct: Below is the 2015 Annual Report for

District Health Department #10.

Incorrect: Below is the 2015 Annual Report for

DHD#10.

Correct: District Health Department #10

(DHD#10) offers a variety of programs and

services. To see a full list of DHD#10 programs,

please visit…..

Incorrect: DHD#10 offers a variety of programs

and services.

Correct: District Health Department #10—

Manistee is offering free HIV testing this month.

Incorrect: The Manistee Health Department is

offering free HIV testing this month.

Correct: District Health Department #10,

DHD#10, District Health Department #10—

County Name

Incorrect: DHD10, Health Dept. 10, Ludington

Health Department, District Health Department

10, etc.

04

AGENCY LOGO, TREATMENT, & WHITE SPACE

This section deals with the proper use of

the agency logo.

1 Only the official logo (can be

downloaded on staff pages), featuring

both the icon (colored globe) and the

wordmark (agency name & vision)

should be used on all marketing

materials to officially represent the

company.

2 The full logo should not be edited in

any way, including but not limited to,

recoloring, disproportionate resizing,

cropping, etc.

3 The official logo should always have a

designated amount of white space on

all sides (when possible). This is to

ensure the logo’s visual clarity and

effectiveness.

1

2

3

Correct:

Incorrect:

white space

Correct:

05

TYPOGRAPHY

Our primary typeface for any professional

materials is Arial. You may choose to

either bold, FULLY CAPITALIZE, or

re-size important text or headers.

1 You are free to choose the color of

the text, but it must follow the suitable

colors guidelines (page 06).

2 For less formal materials, feel free to

be creative by using different types of

font, however, they are subject to

review from the Media, Marketing,

and Materials Team.

Aa Bb Cc Dd

06

COLORS

Our agency colors are professional, fun,

and welcoming; expressing who we are.

1 Our main logo color is a navy, to

signify the professional and inviting

nature of our agency, as well as the

trustworthiness we want to portray.

2 Our main navy color is complimented

by a variety of colors, including a

range of blues, greys, and more to

create a broader color palette.

3 Feel free to experiment with

complimentary colors, however, they

are subject to review from the Media,

Marketing, and Materials Team. DHD#10 LOGO BLUE

RGB: 3, 73, 132

1

2

DARK BLUE

RGB: 31, 73, 125

Darker 50%

LIGHT BLUE

RGB: 31, 73, 132

Lighter 40%

MAROON

RGB: 145, 60, 58

LOGO YELLOW

RGB: 240, 224, 139

Please contact the Media, Marketing, and Materials Team for further clarification &/or training on the color

palette and how to find specific colors.

IMAGES

Images, when used properly, can greatly

enhance media and marketing materials.

1 Copy and pasting an image from

Google (or other search engine) is

often illegal. Most images have strict

copyright laws that must be adhered

to. DHD#10 can be held liable for

infringement.

2 If you plan to use an image of a

DHD#10 staff member or client, you

must have a signed photo release

form on file. All individuals whose face

is visible in the photo must sign a

release.

3 The Media, Marketing, and Materials

Team strongly suggests avoiding clip

art images as they are unprofessional.

4 The Media, Marketing, and Materials

Team maintains an image library with

images that are available for use.

5 If you plan to use an image, please

contact the Media, Marketing, and

Materials Team for assistance.

07

OUR VOICE

We use professional, yet easily

understandable, language that is

sophisticated enough to prove that we

are public health experts, yet simple and

grounded enough to ensure our materials

are at a suitable reading level for the

intended target audience.

1 Always keep the target audience in

mind when creating materials (ex:

health care providers, clients, co-

workers, general population, etc.)

2 Always have a co-worker or a

member from the Media, Marketing,

and Materials Team proofread your

materials.

3 Media, Marketing, and Materials

Team has the right to request and

review all new materials and analyze

readability.

READING LEVEL

The number of years of

education required for a

reader to understand a

written passage.

EXPERTS

Experts suggest aiming for

a level that is 2 to 5 grades

lower than the highest

average grade level of your

intended audience.

SUGGEST

The Media, Marketing, and

Materials Team suggests

sticking to a reading level

of third to fifth grade for

general population and

clients.

TEST

You can test the reading

level of text in Microsoft

Word through the “Spelling

& Grammar” review.

readability [ree-duh-bil-i-tee]

noun

1. The state or quality of written

language that makes it easy to

read and understand

08