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.

Altrua HealthShare | Design

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.

Altrua HealthShare | Logo
Primary Logo
Altrua HealthShare | Logo Secondary
Secondary Logo
Altrua HealthShare | Logo 1-Color
1-Color Logo

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.

Altrua HealthShare | Logo Spacing
Correct Spacing

Do Not Alter the Logo

Altrua HealthShare | Logo Bad Example
Not Proportional
Altrua HealthShare | Logo Bad Example
Adjusted Color
Altrua HealthShare | Logo Bad Example
No Contrast

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.

Altrua HealthShare | Tagline

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.

Altrua HealthShare | Chevron

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

GOLD
Pantone

2975 C

CMYK

37 0 0 0

RGB

153 213 233

HEX

99D5E9

CERULEAN
Pantone

307 C

CMYK

100 20 0 25

RGB

0 107 166

HEX

006BA6

BLUE
Pantone

2955 C

CMYK

100 52 0 58

RGB

0 56 101

HEX

003865

IMPERIAL

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

CLOUD
Pantone

CMYK

37 0 0 0

RGB

HEX

D8E2EB

SILVER
Pantone

432 C

CMYK

78 57 39 56

RGB

51 63 72

HEX

333F48

GRAY
Pantone

433 C

CMYK

88 63 40 85

RGB

29 37 45

HEX

1D252D

CHARCOAL

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.

Altrua HealthShare | Apertura

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.

Altrua HealthShare | Proxima Nova


Typeface Alternatives

Please use the following only in a software related scenario when Apertura or Proxima Nova can not be rendered.

ALTERNATIVE TYPEFACE FOR

Apertura

Montserrat

https://fonts.google.com/specimen/Montserrat

ALTERNATIVE TYPEFACE FOR

Proxima Nova

Muli

https://fonts.google.com/specimen/Muli

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.
Altrua HealthShare | Stacked a Example
Only use the stacked ‘a’ character.

ICONOGRAPHY ICONS

Altrua HealthShare | 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.

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.

BRAND ASSETS

Request Brand Assets

Please contact us if you would like to use Altrua HealthShare Brand Assets in your publications.