Brand Standards Guide · The tertiary colors are designed to be complementing support palettes. Expansive use of tertiary colors can overwhelm the brand. Accent colors should not

AUGUST 2020

Brand Standards Guide

• Contents

• Brand Marketing Architecture

• Brand Personality

• Brand Language

• Brand Story & Statements

• Logo

• Logo Specifications

• Spanish and Creole Logos

• Incorrect Usage

• Color Palette

• Typography

• Photography

• Implementation

• Florida Healthy Kids Corporation - Brand

• Florida Healthy Kids Corporation - Visual Identity

• Spanish Translations

• Contact

USING THIS GUIDE• To develop a consistent brand, a set of identity graphics and standards have been developed for Florida KidCare

• This guide serves as an aid for third parties such as designers, printers, specialty companies and others producing communication resources and materials for Florida KidCare

• The graphic standards provided here will ensure accurate and appropriate use of branding elements

CONTENTS

BRAND STANDARDS GUIDE 1

FLORIDA KIDCARE

MEDIKIDS FLORIDA HEALTHY

KIDS

CHILDREN’S MEDICAL SERVICES MANAGED

CARE PLAN

From 1 year through 4 years

From 5 years through 18 years

Birth through 18 with special healthcare needs

FLORIDA HEALTHY KIDS CORPORATION(Statutorily tasked with marketing the Florida KidCare program)

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BRAND MARKETING ARCHITECTURE


MEDICAID

Birth through 18 years

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PERSONALITYThe brand personality captures the spirit that the brand embodies and is the driving force for decision making in colors, copy and image.

BRAND TONE

Personal

• We use personal language that’s relatable and easy to springboard into real stories about Florida KidCare families.

Approachable

• We want families to feel comfortable coming to us with their questions and personal information. We use every opportunity to remind them that we are an organization that cares about Florida families and stand ready to help them navigate the process.

Uncomplicated

• We use easy to understand words and simple sentence construction. We’re informal—even conversational—yet mindful of the serious topic we are writing about.

BRAND PILLARS

Brand pillars are developed to identify the areas in which a brand is an expert resource. All created content—digital and traditional—for Florida KidCare will be designed to support messaging surrounding the following key pillars:

Children

• Child-Centered

• Success Stories

Cost

• Affordability

• Free, subsidized and full-pay options

Coverage

• Quality

• Services

BRAND PERSONALITY


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BRAND LANGUAGE


LANGUAGEMessaging is the cumulative effect of the words we choose to use, how we use them and the overall impression they make. It embodies and expresses our business philosophy, allowing us to create an emotional connection with our audiences. It’s important to remain consistent when writing and talking about the following points:

APPLICATION VS. ENROLLMENT

Determining when to reference application and when to reference enrollment is crucial for both internal and external purposes. Application is defined as taking the first step to apply in one of the many ways to do so. Enrollment is defined as an accepted applicant who is placed into one of the Florida KidCare programs.

FLORIDA KIDCARE AND FLORIDA HEALTHY KIDS

In speaking and writing, the word Florida will always appear before Florida Healthy Kids and Florida KidCare.

HEALTHCARE VS. HEALTH CARE

Health care will always appear as two words.

HEALTH AND DENTAL

To provide context and promote the services Florida KidCare families receive, use “health and dental” when describing the brand.

ELIGIBLE AGE RANGE FOR FLORIDA KIDCARE

To eliminate confusion surrounding when Florida KidCare coverage ends for a child, use “from birth through the end of age 18” when describing the eligible age range for Florida KidCare families.

PARTNER

We refer to Florida Healthy Kids Corporation (FHKC), Florida Agency for Health Care Administration (AHCA), Florida Department of Children and Families (DCF), and Florida Department of Health (DOH) as the state partners who have shared responsibilities for Florida KidCare.

Additionally, we define a partner in the following ways: corporate partner, community-based partner or strategic alliance.

PROGRAM

We define a program as one of the four Florida KidCare parts, Medicaid for children, MediKids, Florida Healthy Kids and Children’s Medical Services Managed Care Plan (CMS Plan).

PLAN

We define a plan as the health or dental plan within Florida KidCare in which a family is placed and receives services.

FLORIDA HEALTHY KIDS CORPORATION VS. FLORIDA HEALTHY KIDS

Florida Healthy Kids Corporation is used in context surrounding reference to the Corporation from an operational or administrative standpoint. The term is used internally more often when addressing board members, partners, etc.) Florida Healthy Kids is defined as one of the four Florida KidCare programs providing health and dental insurance. The term is used externally more often when addressing Florida KidCare families within the Florida Healthy Kids program.

FULL-PAY PLANS VS. SUBSIDIZED PLANS

Florida KidCare offers full-pay and subsidized plans. Florida Healthy Kids, MediKids and CMS together make up the federally authorized Children’s Health Insurance Program (CHIP) in Florida. CHIP provides federal funding to states to subsidize health insurance for low-income children. Unifying CHIP and Medicaid, Florida KidCare has a one-of-a-kind approach ensuring there is a seamless continuum of coverage for Florida’s children. MediKids and Florida Healthy Kids offer full-pay options for families that do not qualify for subsidized coverage.

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FLORIDA KIDCARE BRAND STORY More than 2.4 million Florida children from birth through the end of age 18 rely on Florida KidCare for the head-to-toe coverage they need. But for us it’s not just about the numbers, it’s about the real people whose lives are made better through access to quality, affordable child-centered health insurance. You could say we are insurance with a lot of heart.

BRAND STORY & STATEMENTS


BRAND STATEMENTSCHILDREN

• Simply put, we are here to increase the number of insured Florida children and assure they have access to quality healthcare.

• More than 2.4 million Florida children rely on Florida KidCare for the head-to-toe coverage they need—and we never lose sight of that.

• 325,000 Florida children are currently living without health insurance, and more than 179,000 Florida children are estimated to be eligible for free or subsidized health insurance coverage with Florida KidCare.

• Changes in 2016 mean many immigrant children who lawfully reside are now eligible for insurance without waiting five years.

COVERAGE• Florida KidCare is a

partnership created to help match your children with one of our high quality, child-centered, affordable health insurance coverage and dental offerings.

• With year-round enrollment, the time to apply for Florida KidCare is always now.

• It’s easy for parents—fill out one application and Florida KidCare will match you with the right option based on your children’s ages, household size, and family income.

• All Florida KidCare program benefits include doctor visits, check-ups, hospital stays, surgeries, immunizations, prescriptions, emergencies, vision and hearing, dental, mental health services, and more.

• Through Florida KidCare coverage, your child has access to private, quality health and dental providers.

• In 2016, the Florida legislature passed a bill to end the five-year waiting period for lawfully residing immigrant children to receive health insurance through Florida KidCare. A parent’s immigration status is never asked during the Florida KidCare application, nor is it part of eligibility for a child.

COST• Florida KidCare offers free

and low-cost health and dental insurance coverage for children from birth through the end of 18 years of age—with no application fee.

• Through Florida KidCare, some children will qualify for completely free coverage with Medicaid. Most enrolled families have free coverage.

• Most families pay nothing at all for coverage, and many families pay just $15 or $20 a month.

• Families who are not eligible for subsidized coverage may purchase insurance at the “full-pay” premium rate, which is competitively priced and child-centered compared to other options.

ELEVATOR SPEECHFlorida KidCare exists to increase the number of insured children in Florida by offering affordable, quality health and dental insurance for children. More than 325,000 children in Florida are currently living without health insurance, and more than 179,000 of them are eligible for low-cost or completely free health insurance through Florida KidCare. With four unique Florida KidCare programs – Medicaid for children, MediKids, Florida Healthy Kids and Children’s Medical Services Managed Care Plan (CMS Plan) – our simple and free application process is designed to identify the program that is the best fit for your family.

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LOGO


Florida KidCare is the umbrella brand for the four government sponsored health insurance programs serving Florida children – Medicaid for children, MediKids, Florida Healthy Kids and Children’s Medical Services Managed Care Plan. The logo was created as a visual to evoke emotion by capturing the heart of the matter – children.

MASTER LOGOThe master logo is the primary version that should be used across all communications platforms where possible.

QUALIFIERIn the same manner that Attorneys at Law and Certified Public Accountants use a qualifier paired with their organization name, pairing the Florida KidCare logo with the qualifier of “Health and Dental Insurance” provides more context that immediately allows the target audience to understand what service the organization provides.HORIZONTAL WITH QUALIFIER

HORIZONTAL STACKED

STACKED WITH QUALIFIER

The Florida KidCare brand should be used when dealing with the following audiences:

• External target audiences

• Speaking engagements

• Collateral tools

• Social media/paid social media efforts

• Staff quotes when dealing with Florida KidCare specific topics

• Advertising

DOWNLOAD

https://www.healthykids.org/documents/marketing/FKC_FHKC_Logos.zip

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LOGO SPECIFICATIONS


CLEAR SPACE

To preserve the logo’s integrity, uncluttered space must be included around the logo any time it is used. A minimum clear space has been defined by the approximate width of the “e” in the logo.

MINIMUM SIZE

To preserve the logo’s legibility, it is suggested to maintain the minimum size of the logo as shown.

HORIZONTAL / COLOR

STACKED / COLOR COLOR / WHITE

COLOR / WHITE REVERSED / WHITE BLACK

REVERSED / WHITE BLACK

.75”1.25”

.375”

1.25”

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SPANISH AND CREOLE LOGOS


FLORIDA KIDCARE LOGO WITH SPANISH QUALIFIER FLORIDA KIDCARE LOGO WITH CREOLE QUALIFIER

HORIZONTAL HORIZONTAL

STACKED STACKED

DOWNLOAD


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INCORRECT USAGE


No alterations should be made to the Florida KidCare logo. Always used approved electronic artwork.

Do not alter the color of the icon or wordmark.

Do not skew or manipulate the shape of the icon or wordmark.

Avoid adding dropshadows or other visualeffects to the logotype.

Do not use inadequate resolution quality artwork.

Do not use other fonts to “create” the logo.

Avoid placing the logo on areas of a background that render the logo illegible. Use the black or white version when appropriate.

FL RIDA

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COLOR PALETTE


The following is the approved color palette for use in all Florida KidCare communications. Combined with photography and ample white space, this range of color will give the Florida KidCare brand a well-defined personality.

Note: The color values identified in this guide were generated in either InDesign CC, or Illustrator CC with PMS colors in a CMYK color space. Colors may slightly vary depending upon the programs in which the document is opened. All new designs should begin with these values.

PRIMARY LOGO COLORS

OFFSET COLORS

TERTIARY COLORS

SAMPLE COLOR RATIO

The offset palette may be used to emphasize the main brand colors. A rich black, standardized dark gray, and white give the most visual contrast for highlighting primary brand colors.

Pantone 233 C

CMYK: 19, 100, 14, 0RGB: 204, 0, 123Hex#: cc007a

Pantone 7467 C

CMYK: 100, 6, 36, 0RGB: 0, 161, 175Hex#: 00a0ae

The tertiary colors are designed to be complementing support palettes. Expansive use of tertiary colors can overwhelm the brand. Accent colors should not exceed more than 10-20 percent of the product’s visual weight. Tertiary colors work well as subheads, bars, buttons or dividers. As the brand continues to develop, this palette will likely expand.

CMYK: 16, 67, 74, 3RGB: 204, 109, 78Hex#: cb6d4d

CMYK: 100, 62, 18, 2RGB: 0, 97, 152HEX#: 006197

CMYK: 100, 96, 30, 23RGB: 37, 41, 98HEX#: 242961

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TYPOGRAPHY


Typography is fundamental in creating Florida KidCare’s brand identity. It is a powerful brand signifier, bringing personality and consistency to all communications.

When used correctly, typography can convey image and feeling as successfully as simple graphics.

GOTHAMABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

MONTSERRATABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

AaAa

The Gotham family has been chosen as part of the brand font family. It is used in the campaign visual identity and should be used in all print collateral. Found here: typography.com/fonts/gotham/styles

Montserrat has been chosen as the web font and also for cases where Gotham is not available. Found here: fonts.google.com/specimen/Montserrat

All external, public facing Florida KidCare and Florida Healthy Kids documents are legally required to use 12-pt Times New Roman.

The alternate approved font is 11-pt Gotham / Montserrat, which is visually proportionate the 12-pt Times New Roman.

http://www.typography.com/fonts/gotham/styles

http://www.fonts.google.com/specimen/Montserrat

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PHOTOGRAPHY


One of the most effective and compelling tools for expressing the character of the Florida KidCare brand is the use of photography. Photography should be genuine, spontaneous, authentic and bold.

The children in the images should be diverse in age (birth – 18), gender and ethnicity. The images should leave the viewer feeling inspired, positive and encouraged to seek health coverage for their child or children.

CONTENT SUGGESTIONS:

• Ethnic diversity with emphasis on multicurualism

• A glimpse into the life of a parent and child

• Age: birth – 18

Portrait style will be a bold, candid representation the vibrant kids covered by Florida KidCare. Candid style will offer an intimate glimpse into the lives of Florida KidCare families, a tender moment of parent and child.

The images shown are only examples of the styles that could be used on collateral pieces representative of the brand.

CANDID

PORTRAIT

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IMPLEMENTATION


Here are different samples of how the logo, photos, colors and fonts can be used together to create a cohesive look.

Find out if your kids are eligible for quality, affordable health and dental insurance by using our simple and free eligibility calculator tool online.

floridakidcare.org/calculator1-888-540-5437Asirans Sante ak dante pou timoun.

Most families pay nothing and many pay just $15 or $20 a month.

With year-round enrollment, the time to apply is always now:

floridakidcare.org • 1-888-540-5437Asirans Sante ak dante pou timoun.

Learn more about Florida KidCare. floridakidcare.org

Your patient’s health is our first priority too. Which is why we offer quality, comprehensive health care coverage for children from birth to the end of age 18 for free or low-cost. Designed for kids, our coverage includes child-centered benefits like doctor visits, routine dental care, emergencies, hospital stays, immunizations, vision and hearing screenings, and much more.

We take care of coverage so you can take care of your patients.

THE HEALTH OF YOUR PATIENT HAS ALWAYS BEEN YOUR #1.

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FLORIDA HEALTHY KIDS CORPORATION - BRAND


BRAND PERSONALITYPILLARS

• Thought leadership

• Data centric

• Advocacy

TONE

• Professional

• Authoritative

• Informational

• Strategic

The Florida Healthy Kids Corporation administers Florida Healthy Kids – a high quality health and dental insurance program for children 5 through 18, and is statutorily responsible for marketing the Florida KidCare program. The following slides outline the brand personality and visual identity specifically associated with the Florida Healthy Kids Corporation brand.

BRAND STATEMENTS MISSION:

Florida Healthy Kids Corporation exists to increase the number of insured children in Florida.

VISION:

Provide comprehensive, quality health and dental insurance to all Florida children.

ROLE:

• Florida Healthy Kids Corporation is statutorily responsible for administering Florida Healthy Kids, a comprehensive health and dental insurance program for children from age 5 through the end of age 18 who do not quality for Medicaid. Florida Healthy Kids is one of the four Florida KidCare programs.

• Florida Healthy Kids Corporation is statutorily mandated to promote Florida KidCare and its four programs – Medicaid, Florida Healthy Kids, MediKids, and Children’s Medical Services Managed Care Plan.

• Florida Healthy Kids Corporation contracts with third-party administrators to provide Florida KidCare services including the following:

o Eligibility determinations for Florida Healthy Kids, MediKids, and CMS

o Participant premium collection, refund processing and related banking functions

o Financial reporting for receipt of government subsidies and related customer services

The Florida Healthy Kids logo should only be used when dealing with the following audiences:

• Board members

• Lawmakers

• Internal

• Business partners

• Email signatures

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FLORIDA HEALTHY KIDS CORPORATION - VISUAL IDENTITY


VISUAL IDENTITYLOGO

PARTNER LOGO SPANISH CREOLE

COLOR PALETTE

CMYK: 100, 96, 30, 23 | RGB: 37, 41, 98 | HEX#: 242961

CMYK: 100, 6, 36, 0 | RGB: 0, 161, 175 | HEX#: 00a0ae

TERTIARY PALETTE

CMYK: 100, 62, 18, 2 | RGB: 0, 97, 152 | HEX#: 006197

CMYK: 25, 0, 100, 5 | RGB: 192, 208, 40 | HEX#: BFCF28

OFFSET PALETTE

a partner Un socio de Yon patnèDOWNLOAD


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SPANISH TRANSLATIONS


Your child could qualify for free health insurance – even if you have a job

Florida KidCare covers doctor visits, immunizations, prescriptions, emergencies, dental, vision and more

Many children keep their same doctors

Apply now

Apply now at iamkidcare.org

Apply today

Apply today at iamkidcare.org

Health and dental insurance

Most Florida KidCare families pay nothing for health insurance for their children

Get head-to-toe coverage for your child with Florida KidCare, even if you work

Head-to-toe coverage for kids

Head-to-toe health coverage for kids

Provides child-centered health, dental, vision and preventive care

More than 2.4 million children already have Florida KidCare for the quality health and dental insurance they need

Most families pay nothing or just $15 or $20 a month

Most families pay nothing at all, and many families pay just $15 or $20 a month

Lawfully residing immigrant children are eligible for Florida Kidcare without a waiting period, and parent immigration status will never be asked

Benefits include but are not limited to:

Doctor Visits

Check-ups

Vision & Hearing

Dental Care

Hospital Stays

Surgeries

Immunizations

Prescriptions

Emergencies

Mental Health

Su hijo podría calificar para el seguro de salud gratuito – incluso si usted tiene un trabajo

Florida KidCare cubre consultas médicas, inmunizaciones, medicamentos prescriptos, emergencias, dental, vision y más

Muchos niños se quedan con sus mismos medicos

Aplique ahora

Aplique ahora en soykidcare.org

Aplique hoy

Aplique hoy en soykidcare.org

Seguro medico y dental

La mayoría de las familias de Florida KidCare no paga nada pr el seguro de salud para sus hijos

Consiga la cobertura desde la cabeza hasta los pies para niños con Florida KidCare, incluso si usted trabaja

Cobertura desde la cabeza hasta los pies para niños

Cobertura de salud desde la cabeza hasta los pies para niños

Brinda atención centrada en el niño para salud dental, visión, y preventiva

Más de 2.4 millones de niños ya tienen Florida KidCare para lo que necesitan — seguro de salud y dental de calidad.

La mayoría de las familias no pagan nada o solo $15 o $20 al mes

La mayoría de las familias no pagan nada en absolute, y muchas familias solamenta pagan $15 o $20 al mes

Los niños de inmigrantes que residen legalmente son elegibles para Florida KidCare sin un período de espera, y nunca se require el estado migratorio de los padres.

Los siguientes son los beneficios, pero no se limitan a:

Visitas al médico

Chequeos

Visíon y audición

Culdado dental

Hospitallzación

Cirugías

Immunizaciones

Medicamentos prescriptos

Emergencias

Salud mental

ENGLISH ENGLISHSPANISH SPANISH

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CONTACT


For questions or additional information regarding this brand standards guide, please contact:

ASHLEY CARR, Chief Marketing OfficerFlorida Healthy Kids [email protected] or [email protected]

1203 Governors Square Blvd #400Tallahassee, FL 32301

850-701-6160

Documents

Brand Standards Guide · The tertiary colors are designed to be complementing support palettes. Expansive use of tertiary colors can overwhelm the brand. Accent colors should not