priority health brand guide (2004)

Priority HealthBrand Guide

Your guide to applying the Priority Health Brand Identity.

LANGUAGEINTRO CONTENTS LOGO COLOR TYPOGRAPHY TEMPLATES

Copyright © 2004 Priority Health priority-health.com

print | quit

print | quit

The Priority Health brand is the face and personality of one of the Nation’s best health plans. It stands for exceptional service, quality and value. It is one of our most valuable assets – and it’s worth every effort each of us can give to protect it.

Our brand statementPriority Health improves the quality of every life we touch through an expanding portfolio of innovative health and wellness solutions. Each product and service offers excellent value, quality and customer service.

More than any other company, Priority Health engages customers with their health care by providing the confidence, understanding, support and control they need to make smarter health care decisions. n



Be a guardian of the brandEnsure that every message, every image, every personal contact helps our brand remain consistent, effective, recognizable and memorable by applying the standards in this guide.

Use every opportunity to link the name with innovation in health and wellness solutions.

Make it clear that we’re about engaging people in smarter health decisions: helping them understand their health care, giving them service and support. Helping them live confidently. n

print | quit

Brand Guide - Table of Contents

Intro

Contents

Logo

a. The Logo

b. Applying the Logo

c. Logo Color

d. Logo Placement

e. Logo Files

Color

a. Color Palette



Typography

a. Fonts

Templates

a. Letterhead and Business Forms

b. PowerPoint

d. Flyers and Posters

Language

a. Writing Style

b. Commonly Written Terms

ContentsAs guardians of the Priority Health brand, it’s our job to use these standards for logo use, writing, color and other elements to maintain the brand’s integrity. n

Logo

The mark of recognition.



print | quit

print | quit

The LogoThe Priority Health logo is a mark of recognition to employees, consumers, members, employers, agents, physicians, hospitals and the community. It sets certain expectations among these audiences about products, services and support.

Please note: The emphasis on the word “Priority” in the logo. It highlights our commitment to making health our priority. n



print | quit

Applying the LogoMinimum SizeThe Priority Health logo should never be smaller than 1 inch wide.

Clear SpaceAlways keep type and other elements at least 1x the symbol’s size away.

Please note: Priority Health should always be written with an uppercase P and H when used in text. Make it two words. n



print | quit

Logo ColorThe logo can be colored different ways when certain printing processes are available. Use these color guidelines to ensure that the logo remains consistent, identifiable and memorable.

Reversing the LogoAs a general rule, the logo can be reversed (printed in white) on a dark color background. Please review all reversed logo placements with a member of Marketing. n



1 7/8"

1 1/4"

1231 East Beltline NE Grand Rapids, MI 49525

8 pt. font

3/16"

3/16"

1/2"

5/8"

print | quit

Logo PlacementThe company name and symbol form a single identifying mark. Never separate the symbol from the logo text. Neither can stand alone. The logo should be placed at the top of the page, but variations in placement will occur based on layout. The logo should be clearly visible—not obscured by a dark or busy background. n



Envelopes

Standard sized communications

print | quit

Logo FilesUse only an official electronic logo file to maintain the logo’s integrity. Contact a member of Marketing to access the appropriate file as follows:

.EPS file (Vector): offset printers, sign shops or large formats.

.TIFF file (300 dpi – high resolution): high-resolution laser or four-color printing.

.JPG file (150 dpi – medium resolution): Microsoft Word, PowerPoint or similar formats.

.GIF file (72 dpi – low resolution): Internet and Web applications. n



Color

The look of enlightenment.



print | quit

print | quit

Color PaletteColors identify the brand, grab attention and highlight key messages.

Dark Green (PMS 3415) and Light Green (PMS 360) are the dominant colors in Priority Health communications.

For accent colors in four-color printing, use:

Orange (PMS 144)Yellow (PMS 122)

As a rule, these colors should not be used for copy.

Other colors may be used for specific marketing programs. n



Typography

The style of clarity.



print | quit

print | quit

FontsFonts and type styles reflect the brand’s personality and are chosen for their legibility and recognition.

Priority Health’s primary fonts are:• Helvetica Nue for headlines• Berkeley for subheads and

body copy.

If you do not have these fonts, or when you send electronic files to someone else, use:

• Arial for headlines• Times New Roman for

subheads and body copy.

Body copy should never be smaller than 10 point.

Legal copy should never be smaller than 8 point. n



Primary FontsHelvetica Nue (for headlines)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890., ; : ’”&?$

Berkley (for subheads and body text)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jklmnopqrstuvwxyz1234567890. , ; : ’ ”&?$

Alternate FontsArial (for headlines)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890.,;: ’”&?$

Times New Roman (for subheads and body text)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jklmnopqrstuvwxyz

1234567890. , ; : ’”&?$

Templates

The form of simplicity.



print | quit

print | quit

Letterhead and Business FormsTemplates should be used to promote the Priority Health brand in even the simplest of communications. Elements like margins and typefaces can reflect strongly on the professionalism of Priority Health.

An electronic letterhead is provided for use when sending letters by e-mail. This template should not be used for printing. Contact Marketing to obtain the electronic letterhead.

Contact a member of Marketing to obtain letterhead and business form templates.

All letters to an audience of 10 or more people should be reviewed by Marketing. n



priority-health.com

Lakeshore442 Century LaneHolland, MI 49423-4295 616 392-6401 800 845-0372

West Michigan1231 East Beltline, NE Grand Rapids, MI 49525-4501 616 942-0954 800 942-0954

Northern Michigan300 East Front Street, Ste. 250Traverse City, MI 49684-5711231 932-7979 800 552-2304

1 3/8"

1" 1"

1 1/4"

priority-health.com




Memo

To:

From:

Subject:

Date:

priority-health.com




Fax

To: From:

Fax: Fax:

Phone: Phone:

Subject:

Pages:

Date:

Comments:

The pages comprising this facsimile transmission contain confi dential information. The information is intended solely for use by the individual entity named as the recipient hereof. If you are not the intended recipient, be aware that any disclosure, copying, distribution or use of the contents of this transmission is prohibited. If you have received this transmission in error, please notify us by telephone immediately so we may arrange to retrieve this transmission at no cost to you.

Letterhead margins:• Top 1.375”• Bottom 1.25”• Left 1”

• Right 1”

print | quit

PowerPointPowerPoint presentations are a powerful way to present the Priority Health brand identity. Internal presentations should also use this template.

Contact a member of Marketing to obtain this PowerPoint template.

FontsUse 32 point bold Arial for heads.

Use 28 point regular Times New Roman for the rest of the copy. n



priority-health.comPresentation Title

Presentation TitleSubtitle


Slide Title With No Picture

• Bullet • Bullet • Bullet


Slide Title With Picture

• Bullet • Bullet • Bullet

Slide Title With Graph


With photo

With graph/chart

Title slide Content slide

print | quit

Flyers and PostersTemplates for internal flyers and posters are provided. Some example layouts are shown.

All flyers and posters must be printed in color. n



Info Goes Here. Info

Goes Here.

HEADLINEGOES HERE

priority-health.com

Headline Goes HereSubhead. Subhead. Subhead.

Supporting Information. Supporting Information. Supporting Information. Supporting Information. Supporting Information. Supporting Information. Supporting Information. Supporting Information. Supporting Information.

Supporting Information. Supporting Information. Supporting Information. Supporting Information. Supporting Information. Supporting Information. Supporting Information. Supporting Information. Supporting Information.

Call To Action. Call To Action.Sub Call To Action.

GRAPHIC

Meeting in Progress.

QUIETPLEASE

Please see the 3rd Floor Receptionist.

WELCOMEAGENTS

ExamplesPoster

FlyerThe flyer can be customized with

information about an event or other announcement. Please follow the

guidelines on using fonts in the Typography section of this guide. n

Language

The sound of motivation.

print | quit



print | quit

Writing StyleEngaging people in a process takes motivation. Make them understand, put them in control, and they will engage.

Choose words that people know and use, avoiding medical or insurance jargon and acronyms.

Be concise. Keep descriptions short and simple. Omit unnecessary words. Leave out ideas that aren’t necessary to the audience’s understanding. n



Acronyms: When using acronyms, write out the full title and place the acronym in parentheses after the title on first reference. (For example, Primary Care Provider (PCP)). After the first reference, you may use the acronym throughout the piece.

Class Names/Titles: Class names/titles should be italicized. Capitalize principle words, including prepositions and conjunctions of more than four letters. (For example, HealthyEncounters – Prepregnancy Class).

Departments: Capitalize all department names. (For example, Customer Service).

Footers: Place an asterisk next to HEDIS® on first reference and use the following footer at the conclusion of your copy: (*HEDIS is a registered trademark of the National Committee for Quality Assurance (NCQA)).

Job titles: Titles should be in lowercase except when directly preceded by a person’s name. (For example, account manager, President Kim Horn. Also, Kim Horn, President).

Numbers: Spell out whole numbers below 10. Use figures for 10 and above. (For example, eight and 17).

print | quit

Commonly Written TermsMarketing has identified frequently used – and misused terms. Please use this list for all communications. Contact a member of Marketing if you need clarification. n



Products• PriorityHMOSM

• PriorityPPOSM

• PriorityPOSSM

• PriorityDentalSM

• PriorityVisionSM

• PriorityDisabilitySM

• PriorityCOBRASM

• PriorityMedicareSM

• PriorityMedicaidSM

• PriorityMIChildSM

• PriorityPHMSM

• PriorityCEHSM

• HealthbyChoiceSM

• HealthSavingsSM (HSA)• HealthAdvantageSM (HRA)• HealthFlexSM (FSA)• HealthSmartSM

• HealthyEncountersSM

• RxHealth - PLUSSM

• RxHealth - BASICSM

Common Terms• CAHPS® (Consumer Assessment of Health Plans Survey• chronic condition (use in place of

chronic disease)

• commercial• CEH (Consumer Engaged

Healthcare)• copayment (not copay or co-payment)• Employer Helpline• eValue8• Excellent Accreditation (from NCQA)• formulary• fully-funded• health care (not healthcare)• Health Management (use in place of Disease Management)• HRA (health reimbursement arrangement)• HSA (health savings account)• HEDIS® (Health Plan Employer

Data Information Set)• ID card• Lakeshore (when referring to the Holland office)• NCQA (National Committee for Quality Assurance)• Northern Michigan (when referring to the Traverse City office)• percent (when used in a sentence)

print | quit

Commonly Written Terms - continued



• Pharmacy Management• preventive (not preventative)• Preventive Health Care

Guidelines• PCP (Primary Care Provider)• Priority Health (not priority health, Priority,

Priority Health Plan or PH)• provider directories• Provider Directory• self-funded• West Michigan (not Western Michigan)• West Michigan Office (when referring to the Grand Rapids office)

Internet terms• e-mail• e-services• Generic Drugs: A “Class” Act• HealthQuotient™ (Online Health

Risk Assessment—Trademark symbol onfirst reference only)

• http://generics.priority-health.com• Internet• intranet• login, logoff, logon (when used as a noun—“youngs is my login”)• log in, log off, log on (when used as a verb—“Log on and live healthier”)• online• PDF• PHIN• URL• Web• Web site• World Wide Web• priority-health.com (no www. necessary)

print | quit

Commonly Written Terms - continued



Newsletters• First Priority (agents)• Health Beat (Medicaid members)• Health Journal

(commercial members)• Healthy Connection

(self-funded employers)• Insights (hospitals)• New-Member Edition

Health Journal(new commercial members)

• Paucis Verbis (PCPs and referral specialists)

• Perspectives (behavioral health providers)

• Pharmaceuticus (PCPs, referralspecialists and pharmacies)

• Priorities (physician’s office managers)

• Priority at Work (fully-funded employers) ■

Telephone numbersNo first hyphen or parentheses inphone numbers• 800 471-2504• 616 942-1820

priority health brand guide (2004)

Documents