BRAND Visual Identity
Altruism: An unselfish regard for or devotion to the welfare of others
The visual identity for Altrua HealthShare combines modern and humanistic qualities to represent a new approach to the way that people care for one another.
Design for Altrua HealthShare should always begin with a clean and simple minimalistic approach, adding humanistic elements when necessary to keep design friendly, up-beat and member-focused.
LOGO USAGE
The Primary logo should be used on light backgrounds only. This logo should be used when color is limited.
The Secondary logo should be used in conjunction with the Primary Color palette to represent the Altrua HealthShare brand. This logo may also be used if placement is needed above a dark background to provide contrast.
The ‘1-Color’ logo should only be used for print or fax purposes, when limited to one color.
Size & Spacing
Allow for the correct amount of white space when using the logo. The official logo files include a transparent canvas with the appropriate measure of white space. If your software does not recognize the included canvas, please use the height of the ‘r’ character stem from below the shoulder to create the correct spacing and keep all visual elements clear.
When designing with the logo, please do not make the art height smaller then 35 px for screen and 24 pt for print.
Limitations
Please do not alter or add to the logo. Do not use drop shadows, or other filters to increase visibility. The Altrua HealthShare logo and elements must be clearly defined so that visual continuity stays intact.
Do Not Alter the Logo
ELEMENTS ASSOCIATED MARKS
Tagline
The tagline width should not be longer than the width of the primary logo used in the design. Legibility must be maintained. This element should primarily be joined with membership content or focus, or used as a sign-off.
Do not use this element directly adjacent with the logo.
Do not use this element unless the Altrua HealthShare identity has been presented by either statement or use of the logo.
Chevron
This mark can be used to represent the identity, only if the media/content/website or other context is understood to be associated with Altrua HealthShare and the space for the logo is too small to be legible.
This mark should only be used in special circumstances when it isn’t possible to convey full identity because of technical requirements.
COLOR PRIMARY USE
Primary Color Palette
Please reference this chart for color number conversions and PANTONE® swatches.
Pantone
7405 C
CMYK
0 8 100 1
RGB
242 205 0
HEX
F2CD00
Pantone
2975 C
CMYK
37 0 0 0
RGB
153 213 233
HEX
99D5E9
Pantone
307 C
CMYK
100 20 0 25
RGB
0 107 166
HEX
006BA6
Pantone
2955 C
CMYK
100 52 0 58
RGB
0 56 101
HEX
003865
Neutral Color Palette
Use this palette only in conjunction with the Primary palette. Please reference this chart for color number conversions and PANTONE® swatches.
Pantone
—
CMYK
3 1 1 0
RGB
—
HEX
F5F8FA
Pantone
—
CMYK
37 0 0 0
RGB
—
HEX
D8E2EB
Pantone
432 C
CMYK
78 57 39 56
RGB
51 63 72
HEX
333F48
Pantone
433 C
CMYK
88 63 40 85
RGB
29 37 45
HEX
1D252D
TYPOGRAPHY BRAND TYPEFACES
Apertura
Designed by Christian Robertson with screen based interfaces in mind, the round, geometric skeleton provides structure while humanistic proportions and slight tension in the connectors add warmth.
It is available in the following weights: Regular, Obliq, Medium, Medium Obliq, Bold, Bold Oblique, Black, Black Obliq.
Configuration & Usage
OpenType
Stylistic Set: 01 | Ligatures: Enabled
Large Text
Use for headlines, callout text and labels.
Proxima Nova
Use for Body Copy
Released in 2005, this typeface bridges the gap between typefaces like Futura and Akzidenz Grotesk. The result is a hybrid that combines modern proportions with a geometric appearance.
The typeface is available in Thin, Light, Regular, Medium, Semibold, Bold, Extrabold, Black font families.
Configuration & Usage
OpenType
Stylistic Set: 00, 06 | Ligatures: Enabled
Small Text
Use for body copy and smaller text.
Typeface Alternatives
Please use the following only in a software related scenario when Apertura or Proxima Nova can not be rendered.
Typesetting Rules
When referencing Altrua HealthShare, always spell it completely as ‘Altrua HealthShare’ with ‘HealthShare’ formatted in camel case.
General body typesetting should use 100% gray color from the Neutral Palette.
What Not to Do
- DO NOT split Altrua HealthShare across two lines.
- DO NOT use the “a” glyph with any typeface. Use the stacked alternate “a”.
- DO NOT distort the typeface or add styled effects such as drop shadows.
- DO NOT underline text unless it is for screen and is a hyper-link.
- DO NOT use the acronym ‘AHS’ unless it is for legal documents and ‘Altrua HealthShare (AHS)’ has been previously written.
ICONOGRAPHY ICONS
Icons
Icons and similar art elements must have an “outline” style and contain small imperfections.
- Stroke width should be approximately 2 pt.
- Icon color should use Gold and Cerulean from the Primary Palette, Charcoal from the Neutral Palette and rendered slightly offset.
Use iconography to make design more friendly and to connect with the membership when illustrating an idea or providing instructions.
IMAGERY PHOTOGRAPHY & ILLUSTRATION
Photography & Illustration
Photos and illustration must be relationship focused. They should convey emotion and movement. When using a collection of photos, subjects must be diverse in both age and ethnicity.
DO NOT use photos with subjects that look into the camera, are staged or contain unrealistic context.
DO NOT use photos containing elements that may conflict with the Statement of Standards.
LEGAL REQUIREMENTS
Required Legal Disclaimer
ANY collateral (print or digital) that references Altrua HealthShare must OBVIOUSLY and CLEARLY display the disclaimer.
DISCLAIMER
“Altrua Ministries (dba Altrua HealthShare) is NOT an insurance company nor is the membership offered through an insurance company. Members are self-pay patients. Altrua Ministries is a 501(c)(3) nonprofit corporation.”
DO NOT Post Membership Content
Digital posting of text/graphics or creation and/or hosting of PDF files that references pricing or membership details is strictly prohibited.
Links to files on the Altrua HealthShare (https://alturahealthshare.org) website is permitted. This ensures that membership and contribution data is the most current.