DESIGN AND BRAND STANDARDS

The Corporate LogoThe Corporate Logo UseThe Corporate ColorsThe Corporate FontsThe Corporate Verbiage

SECTION 1CORPORATE LOGOThe Logo IntroductionThe Logo ElementsThe Logo Application

2

1

LOGO INTRODUCTIONOur Logo is the key building block of our identity - the primary visual element that identifies us. The signature is a combination of the the A�inity logotype itself and the [unique circle]. They have a fixed relationship that should never be changed in any way.

THE LOGO ELEMENTS

A�inity Corporate Brand Standards

Corporate Logo

LOGO DARK VERSION LOGO LIGHT VERSION

3 4

LOGO ABlue Version

LOGO CBlack Version

LOGO AWhite Version

APPLICATION ON A BACKGROUND

1) The general LogoThe main logo is the dark logo used on white or colored background. For darker backgrounds,you will find an alternative below.

2) The Logo Dark Versionwill be used when the background color is light colored.

3) The Logo Light Versionwill be used when the background color is dark colored.

Recommended formats are: .eps | .ai | .png | .jpg | .ti�

Attention:Use of any stylized, animated, hand drawn or other versions of a uno�icial logo is not permitted. This undermines the logo system and brand consistency.

SECTION 2LOGO USEThe Logo ConstructionThe Logo ClearspaceThe Logo ComputationIncorrect Logo Applications

AFFINITY

LOGO CONSTRUCTION

CLEARSPACE

COMPUTATIONClearspace around the logo is the height of the A�inity Text logo. (Clearspace = A�inity Height).

Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.

1) Do not alter the logo symbol

2) Do not alter the logo type style

3) Never change the proportions of the logo vertically or horizontally or alter the appearance in any way

4) Do not alter the logo color style

INCORRECT LOGO APPLICATIONS

OTHER CORRECT LOGO APPLICATIONS

x

1 x

1 x

0.5 x

0.5 x

0.5 x

center height

actual center visual center

x

1 2

43

A�inity Health Group Corporate Brand Standards

Logo Use

It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the mark of the symbol itself and our company name. They have a fixed relationship that should never be changed in any way.

SECTION 3CORPORATECOLOR SCHEMEPrimary & Secondary Color SchemeAccent Color Scheme

SECONDARY COLOR SCHEME-Explanation: The Secondary colors are complemen-tary to our o�icial colors, but are not recognizable identifiers for A�inity Health Group.

Usage:Use them to accent and support the primary color palette.

PRIMARY COLORAFFINITY BLUE-COLOR CODESCMYK : C100 M075 Y005 K002Pantone : 286CRGB : R000 G082 B155Web : #00529b

COLOR TONES

GRADIENT

Secondary ColorLight Blue-Color CodesCMYK : C049 M011 Y000 K000Pantone : 2905CRGB : R121 G189 B232Web : #79bde9

Accent ColorGray-Color CodesCMYK : C000 M000 Y000 K015Pantone : 428CRGB : R220 G221 B222Web : #dcddde

THE CORPORATE COLOR SCHEME

COLOR TONES

GRADIENT

100 % 60 %

Light Blue Gradient

80 % 40 % 20 %

100 % 60 %

A�inity Blue Gradient

80 % 40 % 20 %

PRIMARY COLOR SCHEME-Explanation: A�inity Health Group has two o�icial colors: Blue and Light Blue. These colors have become a recognizable identifier for the company.

Usage:Use them as the dominant color palette for all internal and external visual presentations of the company.

A�inity Health Group Corporate Brand Standards

Corporate Color Scheme

Color plays an important role in A�inity‘s corporate identity. The colors below are recommendations for various media. A palette of primary, secondary, and accent colors has been developed, which comprise the color scheme. Consistent use of these colors will contribute to the cohesive and harmonious look of the A�inity brand identity across all relevant media. Refer to this section for various color codes to ensure color consistency.

SECTION 4CORPORATE TYPOGRAPHY

Primary FontSecondary Font

A�inity Health Group Corporate Brand Standards

Corporate Typography

PRIMARY FONTBrandon GrotesqueDESIGNER : HANNES VON DÖHREN-THE FONTBrandon Grotesque is influenced by the geometric-style sans serif faces that were popular during the 1920s and 30s, the fonts are based on geometric forms that have been optically corrected for better legibility. The small x-height and the restrained forms lend it a distinctive elegance.

BRANDONGROTESQUEA B C D E F G H I J K L MN O P Q R S T U V W X Y Za b c d e f g h i j k l mn o p q r s t u v w x y z

A B C D E F G H I J K L MN O P Q R S T U V W X Y Za b c d e f g h i j k l mn o p q r s t u v w x y z

0 1 2 3 4 5 6 7 8 9 0

! “ § $ % & / ( ) = ? ` ; :¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘« ∑ € ® † Ω ¨ ⁄ ø π • ± ‘æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç√ ~ µ ∞ … – ≤ < > ≥ ˘ › ‹ ◊

TYPE EXAMPLESBRANDON GROTESQUE

Bold

Regular

A B C D E F G H I J K L MN O P Q R S T U V W X Y Za b c d e f g h i j k l mn o p q r s t u v w x y z

Italic

Figures

SpecialCharacters

Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all A�inity Health Group communications.We have selected Foco as the font used in all main headings which helps inject energy and enthusiasm into the entire design communications.

CORPORATE TYPOGRAPHY

A�inity Health Group Corporate Brand Standards

Corporate Typography

SECONDARY FONTSource Sans ProDESIGNER : PAUL D. HUNT-THE FONTSource Sans Pro is a sans serif typeface created by Paul D. Hunt for Adobe Systems. It is the first open source font family from Adobe, distributed under the SIL Open Font License.

The typeface is inspired by the forms of the American Type Founders’ gothics by Morris Fuller Benton with both a larger x-height and character width. It is available in six weights (Regular, ExtraLight, Light, Semibold, Bold, Black) in upright and italic styles.

SOURCE SANS PROA B C D E F G H I J K L MN O P Q R S T U V W X Y Za b c d e f g h i j k l mn o p q r s t u v w x y z

A B C D E F G H I J K L MN O P Q R S T U V W X Y Za b c d e f g h i j k l mn o p q r s t u v w x y z

0 1 2 3 4 5 6 7 8 9 0

! “ § $ % & / ( ) = ? ` ; :¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘« ∑ € ® † Ω ¨ ⁄ ø π • ± ‘æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç√ ~ µ ∞ … – ≤ < > ≥ ˘ › ‹ ◊

TYPE EXAMPLESSOURCE SANS PRO

Bold

Regular

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

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

Italic

Figures

SpecialCharacters

SECTION 5VERBIAGEAbbreviationTaglines

A�inity Health Group Corporate Brand Standards

Corporate Verbiage

ABBREVIATION

In writing, the first mention of A�inity should be the full entity name, A�inity Health Group, LLC. Any following mention should be abbreviated as “A�inity.” Please do not use AHG for any abbreviation.

CORPORATE VERBIAGE

TAGLINES

Acceptable and trademarked taglines for A�inity are as follows: Improving Lives, Improving Care™.

The verbal and written reference of A�inity is just as important as the brand. The representation of A�inity must remain consistent across all mediums in order to promote unity.

AHG2758 042919 Approved