Art Supply

MHC Brand Guidelines

Overview

 

The only acceptable versions of the Michigan Health Council logo are pictured here. The logo may not be reconstructed or altered in any way. It must be reproduced from reproduction-quality art or from high-resolution digital files.

Logos can be downloaded here

Font can be downloaded here

Screen Shot 2022-01-25 at 2.13.18 PM.png
 

Visual Identity

Logo Lockup - Primary

 

A logo lockup is a combination of the logo icon and the wordmark. The primary logo lockup may not be reconstructed or altered in any way. It must be reproduced from reproduction-quality art or from high-resolution digital files.

Shown here is the primary lockup. This version is to be used whenever possible. If this version is not applicable to the design scenario, please use the alternate version below.

Screen Shot 2022-01-25 at 2.13.08 PM.png
Logo Lockup - Alternate

 

Pictured to the right is the alternate logo lockup. The alternate logo lockup may not be reconstructed.

This alternate version should only be used when the primary logo lockup can not.

Logo Wordmark - Primary

 

A logo workmark is the part of the logo consisting of typography. The workmark may not be reconstructed or altered in any way. It must be reproduced from reproduction-quality art or from high-resolution digital files.

Screen Shot 2022-01-25 at 2.12.57 PM.png
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Logo Wordmark - Alternate

 

A logo wordmark is the part of the logo consisting of typography. The wordmark may not be reconstructed or altered in any way. It must be reproduced from reproduction-quality art or from high-resolution digital files.

Screen Shot 2022-01-25 at 2.12.33 PM.png
Logo Icon

 

A logo icon is the main graphic element of the visual identity. The logo icon may not be reconstructed or altered in any way. It must be reproduced from reproduction-quality art or from high-resolution digital files.

The boxes marked with a checkmark in the corners are the primary versions of the mark. Use the primary marks whenever possible.

Screen Shot 2022-01-25 at 2.12.15 PM.png
 

Identity Usage

Whitespace - Logo Lockup

 

Each aspect of the identity must be treated properly as it is applied to design. Pictured right are the guidelines for whitespace when utilizing the logo lockup.

The space surrounding the logo lockup should never be smaller than the height or width of X. X is equal to the width of the logo icon.

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Misuses

 

The MHC logo should always be used in its original format or under the guidelines given. Never should the logo be treated in one of the methods shown here.

Screen Shot 2022-01-25 at 2.02.54 PM.png

Typography & Color

Typography  - Primary

 

GILROY

Shown here is the primary typeface for MHC. Utilization includes headlines, subtitles, body copy, and general use.

Acceptable weights include Gilroy Bold, SemiBold, and Medium. Bold and semibold headlines should always use tracking of 13pts while medium-weight body copy should utilize tracking 5pts.

Tt
A Quick Brown Fox
Jumped Over A Lazy Dog.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
[email protected]#$%^&*()_+

 
Typography  - Alternate

 

SERIFA

Shown here is the secondary typeface for MHC. Utilization includes subtitles, body copy, general use, and annotations. Acceptable weights include Serifa Bold and Regular. All uses of Serifa should utilize tracking of -0pts.

Tt
A Quick Brown Fox

Jumped Over A Lazy Dog.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
[email protected]#$%^&*()_+

Color Palette - Primary

 

Shown here is the color palette for the MHC.

The colors should never be used outside of the values shown here. When utilizing a logo file, check to make sure that the color profile is appropriate given the usage. The following shows each color profile’s appropriate use:

  • Pantone: Offset Printing, Screen Printing

  • CMYK: Offset Process Printing, Digital Printing

  • HEX: Screen-Based Applications

  • RGB: Screen-Based Appilcations

PANTONE 285 U

CMYK 70 30 00 00

HEX #3399FF

RGB 51 153 255

PANTONE 877 U – 85% 
CMYK 39 27 29 00
HEX #919B9B

RGB 189 195 195

PANTONE 877 U – 75%
CMYK 33 23 25 00
HEX #C8CDCD

RGB 200 205 205

PANTONE 877 U – 50%

CMYK 21 14 16 00

HEX #E3E6E6

RGB 227 230 230

Color Palette - Secondary

 

Shown here is the secondary color palette for the MHC brand. These colors are only to be utilized when the marketing team deems it appropriate.

The colors should never be used outside of the values shown here. When utilizing a logo file, check to make sure that the color profile is appropriate given the usage. The following shows each color profile’s appropriate use:

  • Pantone: Offset Printing, Screen Printing

  • CMYK: Offset Process Printing, Digital Printing

  • HEX: Screen-Based Applications

  • RGB: Screen-Based Applications

PANTONE 287 U

CMYK 92 62 00 00

HEX #003C82

RGB 00 60 130

PANTONE 877 U

CMYK 46 32 35 01

HEX #919B9B

RGB 145 155 155

PANTONE 2735 U

CMYK 69 70 00 00

HEX #5940C6

RGB 89 64 198

PANTONE 1925 U

CMYK 00 95 54 00

HEX #E52E5A

RGB 226 46 40

Looking for ACEMAPP colors?

Find ACEMAPP brand colors & guidelines at: https://trxnguides.com/acemapp

acemapp_hex_1.png

PANTONE 172 U

CMYK 00 58 79 00

HEX #FF5A37

RGB 255 90 55

PANTONE 1235 U

CMYK 00 26 89 00

HEX #FFA014 

RGB 255 160 20 

Brand Voice & Tone

Overview

 

The Michigan Health Council and all of its programs should adhere to a brand voice that is professional and personable. We care about making personal connections with our partners, clients, and colleagues while providing credible expertise above all else.

 
Voice:

Our brand voice should be both concise and easy to understand. MHC does not under or over-explain ideas. We avoid jargon as much as possible and write things that can be understood by anyone, including those not at all familiar with the health care workforce. We are always approachable, never superior.

Tone:

When writing anything to external clients via email, website, article, flyer, advertisement, etc. the MHC team must ensure that our tone exemplifies the following:

  • professional

  • friendly

  • personal touch

Style Tips:

  • Download Grammarly to your chrome browser for on-the-go corrections.

  • For important external communications, ask a colleague to review your message.

  • Use active voice. Avoid passive voice.

  • Avoid slang and jargon. Write in plain English.

  • Use positive language rather than negative language.

  • Avoid using 'the' before Michigan Health Council.

  • Use 'health care' rather than 'healthcare'.