BRAND GUIDELINES – UPDATE 2017€¦ · GRAPHIC IDENTITY STANDARDS COLOR LOGO The HIV Clinical Guidelines logo is a combination mark that utilizes the highly recognizable AIDS awareness

B R A N D G U I D E L I N E S – UPDATE 2017

H I V C L I N I C A L G U I D E L I N E SGRAPHIC IDENTITY STANDARDS

COLOR LOGOThe HIV Clinical Guidelines logo is a combination mark that utilizes the highly recognizable AIDS awareness ribbon contained within a graphic rectangular shape, symbolizing the structure and support provided by the clinical guidelines. Clean, modern typography and bright colors further showcase the forward thinking mission of the organization.

The logo has been designed for maximum usability. It reproduces well at various sizes, and the icon and typography can be used in combination or separately as needed.

RECOMMENDATIONS:

• DO NOT distort or alter the logo icon or typography in ANY WAY.

• Horizontal lock-up is preferred whenever possible.

• Both vertical and horizontal lock-ups are provided. DO NOT alter the lock-up.

• The logo may be reproduced in 2C (PMS 199 red and PMS 324 teal), in black, or reversed to white. DO NOT use any part of the logo in any other color.

• DO NOT use the logo in or around any distracting design elements that could impede the legibility of the mark. Always make sure the mark is used clearly in every context.


GRAYSCALE LOGOThe HIV Clinical Guidelines logo is a combination mark that utilizes the highly recognizable AIDS awareness ribbon contained within a graphic rectangular shape, symbolizing the structure and support provided by the clinical guidelines. Clean, modern typography and bright colors further showcase the forward thinking mission of the organization.

The logo has been designed for maximum usability. It reproduces well at various sizes, and the icon and typography can be used in combination or separately as needed.

RECOMMENDATIONS:

• DO NOT distort or alter the logo icon or typography in ANY WAY.

• Horizontal lock-up is preferred whenever possible.

• Both vertical and horizontal lock-ups are provided. DO NOT alter the lock-up.

• The logo may be reproduced in 2C (PMS 199 red and PMS 324 teal), in black, or reversed to white. DO NOT use any part of the logo in any other color.

• DO NOT use the logo in or around any distracting design elements that could impede the legibility of the mark. Always make sure the mark is used clearly in every context.


TYPOGRAPHYThe HIV Clinical Guidelines utilizes well-crafted, modern, sans serif typefaces for all communication purposes.

These typefaces have been carefully selected for legibility, utility, and graphic elegance.

KIEVIT is for use on all print materials, signage, and branding communications.

MERRIWEATHER is a Google font which may be downloaded for free and used for all online communications as well as for guidelines, templates, and other materials generated in MS Word or as needed for maximum flexibility and ease of use.

These two typefaces are very similar, and while they are meant to appear interchangeable they do have subtle differences and therefore should not be mixed.

RECOMMENDATIONS:

• To maintain graphic continuity, DO NOT use any other typefaces for communications, online or in print. The exception being the use of headline faces, which may be used sparingly and to communicate particular messages as needed.

KIEVIT – For use in print, signage, and branding















MERRIWEATHER – For online and MS Word template use









COLOR PALETTEThe HIV Clinical Guidelines primary color palette utilizes the symbolic red and a contrasting bright teal. Black, gray, and white are neutral colos and can also be used with the primary color palette.

The secondary color palette has been created to extend the primary palette and allow for representation of the many guideline topics. Each color may be used individually, with the main color paletted, or in conjunction with the full palette as needed for content clarification. See next page for color and topic combinations.

RECOMMENDATIONS:

• DO NOT use colors outside of the provided palettes.

• DO NOT arbitrarily use or mix colors in the secondary palette.

P M S 1 9 9 C

P M S 1 9 9 U

C M Y K : 0 / 1 0 0 / 7 2 / 0

R G B : 2 1 3 / 0 / 5 0

H T M L : D 5 0 0 3 2

P M S 74 5 5 C

P M S 2 1 2 4 U

C M Y K : 8 0 / 5 3 / 0 /

R G B : 1 0 2 / 1 0 2 / 2 0 4

H T M L : 6 6 6 6 CC

P M S 2 0 1 C

P M S 2 0 1 U

C M Y K : 7/ 1 0 0 / 6 8 / 3 2

R G B : 1 57/4 3 / 5 3

H T M L : 9 D 2 2 3 5

P M S 3 2 5 C

P M S 3 2 4 U

C M Y K : 3 5 / 0 / 1 5 / 0

R G B : 1 3 5 / 2 1 5 / 2 1 5

H T M L : 8 7 D 7 D 7

P M S 3 2 9 C

P M S 3 2 8 U

C M Y K : 1 0 0 / 1 0 / 6 1 / 3 8

R G B : 0 / 1 0 4 / 9 4

H T M L : 0 0 7 3 6 7

P M S 2 5 9 3 C

P M S 2 5 9 3 U

C M Y K : 6 1 / 8 9 / 0 / 0

R G B : 1 6 4 /4 1 / 1 5 5

H T M L : 6 6 3 3 9 9

P M S 5 4 2 5 C

P M S 5 4 2 5 U

C M Y K : 3 0 /4 / 0 / 3 1

R G B : 1 6 4 /4 1 / 1 5 5

H T M L : 8 0 8 DA 7

P M S 4 3 5 C

P M S C o o l G r a y 5 U

C M Y K : 3 5 K

R G B : 1 9 3 / 1 7 8 / 1 8 2

H T M L : B 2 B 2 B 2

P M S 1 7 8 C

P M S 1 7 8 U

C M Y K : 0 / 6 0 / 5 5 / 0

R G B : 2 5 5 / 1 0 2 / 1 0 2

H T M L : F F 6 6 6 6

P M S 3 2 6 C

P M S 3 2 6 U

C M Y K : 8 7/ 0 / 3 8 / 0

R G B : 0 / 1 7 0 / 1 6 1

H T M L : 0 0 A A A 1

P M S 2 9 2 5 C

P M S 2 9 9 U

C M Y K : 8 5 / 2 4 / 0 / 0

R G B : 0 / 1 5 3 / 2 5 5

H T M L : 0 0 9 9 F F

P M S 74 5 2 C

P M S 74 5 2 U

C M Y K : 5 0 / 3 2 / 0 / 0

R G B : 1 5 3 / 1 5 3 / 2 5 5

H T M L : 9 9 9 9 F F

P M S B l a c k C

P M S B l a c k 6 U

C M Y K : 1 0 0 K

R G B : 1 6 / 2 4 / 3 2

H T M L : 0 0 0 0 0 0

P M S 2 5 2 C

P M S 2 5 2 U

C M Y K : 2 4 / 5 6 / 0 / 0

R G B : 2 3 3 / 1 1 3 / 1 8 9

H T M L : c c 6 6 c c

P M S 3 76 C

P M S 3 76 U

C M Y K : 5 5 / 0 / 1 0 0 / 0

R G B : 1 5 1 / 2 1 5 / 0

H T M L : 8 2 B 2 4 0

MAIN COLOR PALETTE

SECONDARY COLOR PALETTE


TOPIC COLOR AND PHOTO COORDINATIONThe secondary color palette has been created to extend the primary palette and allow for representation of the many guideline topics. Each topic has a color and photo identifier which must be used consistently for ease of recognition.

The black and white photos have been curated to add graphic interest, aid in faster topic recognition, and represent each theme in a real-world, humanizing way.

RECOMMENDATIONS:

• Use the color and photo combinations consistently with the coordinating topic to develop and maintain continuity and recognition.

HEPATITIS C

HIV CARE

QUALIT YOF CAR E

MENTALHEALTH

SUBSTANCE USE

PEP FOR HI VPREVENTION

ADULT HIV

STI CARE

ADOLESCENT HIV

MENTAL HEALTH

PREGNANCY

HCV CARE

SUBSTANCE USE

INFECTIO N

QUALIT YOF CAR E STD CAREPEP

QUALITY OF CARE

PrEP

Documents

BRAND GUIDELINES – UPDATE 2017€¦ · GRAPHIC IDENTITY STANDARDS COLOR LOGO The HIV Clinical Guidelines logo is a combination mark that utilizes the highly recognizable AIDS awareness