Our logo has evolved over time, but our logomark has remained the same. A butterfly’s metamorphosis represents transformation – the “whole of your life changing”. As a symbol, it encourages us to accept change readily and without conflict. It beckons us to keep our trust in Health Plan as we undergo transitions in health care over time.

Health Plan’s logos share three components: the typography, the butterfly, and a solid horiztonal line.

Health Plan’s logos include all four primary palette colors: Blue (PMS 300), Green (PMS 367), Red (PMS 7620), and Orange (PMS 144). No other colors should ever be substituted. No color screens (lightening or darkening) are allowed on the logos.

Logo Guidelines

• Do not use our logomark (butterfly) by itself
• Full color logos to be used on white and light color backgrounds, not busy or colorful backgrounds.
• White logos to be used on color backgrounds.
• Black logos to be used on grayscale documents and where it is not possible to use the reverse white logo.
• Health Plan logos should not be sized smaller than 1/2” in height for print, and should have minimum free space surrounding on all sides.
  
• Do not modify by adding effects, rotating, or distorting (Tip: Holding the shift key when resizing will usually retain aspect ratios.)
  

Color is an integral part of our brand identity.

Our brand color palette includes both vibrant (primary palette) and neutral (secondary palette) colors. The colors complement each other and can be used in many combinations as long as the integrity of the brand is not diminished.

For print and web communications, the color palette creates a unique style and tone for the brand. The primary and secondary palettes are shown below. Primary palette is used in marketing collateral. Secondary palette supports and complements the primary colors.

As a company, we have adopted Century Gothic and Cambria as our corporate font families. These typefaces are usually included with PC/Apple products and/or Adobe Creative Cloud subscriptions. When used together with the corporate colors, these fonts become a powerful visual communication tool. Consistent typography enables all materials to be presented in a clear, distinctive manner. The corporate font families have been chosen on the basis of its flexibility, legibility and wide availability. Consistent usage is required to support continuity in all Health Plan communications.

Century Gothic blends traditional san serif design elements with modifications that ensure suitable output from modern digital systems. Century Gothic should be used as the primary font in marketing materials for headlines, body copy and other typography treatments, where small font treatments are required.

Cambria brings a modern spin to a serif font. It was specifically designed for on-screen reading and to be aesthetically pleasing when printed at small sizes. Cambria is Health Plan’s secondary font to be used for subheads, callouts and photo captions. This font is also reserved for body copy in publications, technical/legal, member and provider-facing documents (eg. Summary Plan Descriptions) and all general correspondence.

Photography is an essential component of Health Plan’s brand. We provide more than health insurance – we bring the power of community to health care. That is why the images we use are indicative of our diverse membership and community.

Photographs that best represent Health Plan’s identity are vibrant images of people shown within the context of their environment (real-life situations). The photos should convey:

• Warmth
• Ethnic diversity
• Healthy living
• A social or engaging atmosphere