Brandbook • April 2015

OREGON’S HEALTH CO-OP BRAND GUIDELINES • APRIL 2015 1

Table of Contents. . . . . . . . . . . . . . . . . . . . . . 1

Manifesto . . . . . . . . . . . . . . . . . . . . . . . . . . 2

The Story of Oregon’s Health CO-OP . . . . . . . . . . 3

Voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Our Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Typography . . . . . . . . . . . . . . . . . . . . . . . . . 8

Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Frames and Corners . . . . . . . . . . . . . . . . . . . . 10

Hello Health Buds . . . . . . . . . . . . . . . . . . . . . . 11

Patterns . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Photography . . . . . . . . . . . . . . . . . . . . . . . . . 19

It’s a Group Effort . . . . . . . . . . . . . . . . . . . . . 21

TABLE OF CONTENTS

This is your guide to our brand. Help us ensure all our communications and actions embody the CO-OP brand. Together, we can extend our reach with consistent, clear messaging and deliver meaningful brand experiences for our members.

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HEALTH CARE THAT DARES TO TAKE A STAND!

MANIFESTO

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CO-OPTHE STORY OF OREGON’S HEALTH

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IS THE STORY OF BUILDING HEALTHY COMMUNITIES.

Member-driven, nonprofit health plan.CO-OP stands for Consumer Operated and Oriented Plan. We represent a new kind of health-insurance company approved by the Affordable Care Act. By design and by law, the CO-OP is operated by our members. CO-OP members will have a voice to vote for the CO-OP’s governing board of directors and members will maintain a majority of the seats. Unlike traditional cooperatives, members are not required to volunteer hours nor do they receive profits. In fact, our profits only can be used in four ways: to lower premiums, to improve benefits, to improve member services, or to re-pay federal start-up and solvency loans.

We The PeopleWe are dedicated to helping all Oregonians live healthier lives, primarily through access to affordable health benefits with excellent coverage. Along with access, we understand the power and influence of listening to our CO-OP members. We are working with our communities to improve health education, livability, and safety awareness. We share a broader understanding of an individual’s health influenced by their community’s health. We know the impact our listening and understanding has to create health democracy and equity in action.

My Voice. My Health. My Plan. Since summer 2012, we’ve been asking Oregonians to tell us what kind of insurance company they’d like to join. Individuals, families and employers are welcome to enroll and all are invited to share their voice. They helped us design the best products, and the most thoughtful customer service, with simple guidance and communications tools. We listened and we’ll keep listening to help direct our operations and marketing. Our proactive approach to listening and finding improvements, and making appropriate adjustments, sparks consumer participation. It improves the health of our members and the communities we serve.

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VOICEPREPARE, EDUCATE AND INSPIRE. Try a soft tone with crisp structure that creates a musicality in the language and that allows for the eyes to flow with the words. Avoid getting bogged down in the minutia of the language. It’s important to keep things simple because the subject of medical insurance often causes anxiety, can be overwhelming, cumbersome, confusing and boring.

Voice GuidelinesOur brand voice emanates from our CO-OP’s core principles —to help people and communities have access to care and to make smart, informed health care decisions. The nature of effective health care communications is contextual based on an individual’s life situation, their insurance knowledge, and their immediate needs.

We expect to build deep roots and relationships with members. As each relationship evolves during the customer life-cycle, our communication goals also change. The relationship begins with brand awareness, grows to include new membership, and in time connects to customer service and business culture that we trust will build super fans.

Simplicity in CO-OP CommunicationsSimplicity helps define the CO-OP’s brand voice. Simplicity in what is being said, and how it’s being said.

Simple messaging is invitational to informational:

• The language prepares the audience to make a decision.

• The language educates the audience on where to look.

• The language inspires the audience to act.

When internalized, our audience feels these same concepts:

• Thanks to the CO-OP, I am prepared to make a decision.

• Thanks to the CO-OP, I am informed as to which decision is best for me.

• Thanks to the CO-OP, I am inspired to act thanks to a new sense of calm and understanding around my situation.

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Wordy, incorrect version

Through our excellent resource section, we’ve provided a plethora of resources so you can track down the right Naturopaths based on your geography!

Better We’ve created our resource section to help you connect with Naturopaths in or near your zip code.

Even better Our resource section will help you find a Naturopath in your community.

Distilled into a direct call to action:

Find a Naturopath in your community.

Pre-Sale vs. Post-Sale When a consumer is considering their partner options, the emotional drivers of brand awareness are key to attracting and keeping attention. Emotional brand drivers for the CO-OP provide hope, conveyed through our charming Health Buds, for instance.

Post-sale, when a consumer is connecting with us, it is likely they need help or service. They may need fast, accurate information, to learn what to do next. At these moments, the rational drivers of our brand will be most relevant. These include customer service and selection options, for instance. In these moments, we want to minimize the sense of “marketing” and connect directly as a guiding, empathic, knowledgeable voice.

General Writing GuidelinesHere are some general guidelines when writing for the CO-OP. Additional writing guidelines may be needed as we add new products and approach new target audiences.

• We will follow AP writing guidelines

• Health Care is two words

• Be positive, affirming, with active verbs

• Use simple, common words

• Keep it short

• Avoid “Big Brother” language like “must” or “required”

• Explain industry jargon, acronyms and abbreviations

CO-OP Copy The voice and structure throughout written communications should be: active, conversational, straightforward and group/consumer-focused.

Power to Connect with Pronouns“We, I, You, Us” – consistent use of voice, speaking in the global “we,” “us,” and “our,” demonstrates and conveys inclusion, and the nature of how we as an organization are connected. Our CO-OP voice says: It’s a group effort!

• “We” are in this together.

• “We” will do this together.

• “You” are not alone.

• “Our” challenges bring “us” opportunities.

Example

VOICE

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Clear SpaceWhite space surrounds our logo. This space is an important bumper, kept free of other graphic elements such as headlines, text and the outside edge materials. The recommended minimum clear space is defined by the height of one capital “O” in our Logo. In the brand symbol only application, use the width of the H as your guide.

Minimum print size: 2.5 in wide. Minimum online size: 250 pixels

Brand symbolIn communications where the full logo appears elsewhere, our brand symbol may stand alone in the design.

Vertical or horizontal • Use only with a white background

• Do not change colors, dimensions or relative positions

• Never alter, modify or recreate

OUR LOGOOur mark prompts immediate brand recognition. It is the symbol of our identity and embodies our mission and personality

Minimum Size

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Comfortaa Light

Comfortaa RegularComfortaa Bold

Use typography as imagery!

Just the Facts PleaseSource™ Sans Pro was design for easy reading in long paragraphs. This simple, professional typeface is performs well both in print and online.

Source™ Sans Pro is a free font.

Source™ Sans Pro Regular

Source™ Sans Pro Italic

Source™ Sans Pro Bold

Source™ Sans Pro Bold Italic

Get Some Attention Comfortaa is for mastheads, headlines and subheads. This inviting, rounded sans-serif typeface speaks directly to our simple, modern form. The rounded portions of the typeface complement our CO-OP name and logo. Be sure to only use Comfortaa version 2.003 or later.

Comfortaa v. 2.003 is a free font.

TYPOGRAPHY

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LIFE IS BRIGHT WITH THE CO-OP.Our palette calls out to consumers that they are on the right path to find answers. Our primary palette has bright, energizing colors. These are complemented by neutrals that are warm, inviting, and speak to Oregon and natural landscapes.

Secondary SPOT Pantone 299CMYK 85-19-0-0RGB 15-170-235HEX 0FAAEB

SPOT Pantone 361CMYK 80-0-100-0RGB 0-180-66HEX 00B442

SPOT Pantone 109CMYK 0-15-100-0RGB 255-215-0HEX FFD700

SPOT Pantone 206CMYK 0-100-50-0RGB 240-0-100HEX F00064

SPOT Pantone 151CMYK 0-45-100-0RGB 255-140-0HEX FF8C00

SPOT Pantone 2945CMYK 100-60-0-10RGB 0-105-165HEX 0069A5

SPOT Pantone 291CMYK 30-0-0-0RGB 180-230-245HEX B4E6F5

SPOT Pantone Cool Gray 9CMYK 0-0-0-70RGB 113-112-115 HEX 717073

SPOT Pantone 7517CMYK 0-55-100-60RGB 120-65-0HEX 784100

SPOT Pantone 376CMYK 50-0-100-0RGB 140-200-60 HEX 8CC83C

Primary

COLOR

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Corner Radius Formula:The corner radius should maintain a proportion to the size of a box that matches the example in figure 2.

• When the sum of 2 adjacent sides equals 10” (a 4x6” box), the corner radius should be approximately 0.5”.

• If the sum of the of those sides is increased to 20”, the corner radius should be increased proportionately to 1”.

Exception: In cases such as Figure 2 when several similar sized boxes are shown in the same layout, the corner radii should match.

Arrowhead Formula:The Arrowhead has 3 main components: Segment length, rounded radius and stoke weight. When 1 component is scaled, the other 2 will follow it proportionately. This proportion is demonstrated in figure 3.

Segment length: The segments are each 18pts long and are joined at a 75° angle.

Rounded radius: 6pt

Stroke weight: 4pt

Figure 3

FRAMES AND CORNERS

Figure 1

A frame’s skewed sides should never be angled more or less than 4 degrees away from a prefect horizontal or vertical angle.

6” WIDTH

4” H

EIG

HT

Same Radius

Figure 2

0.5” CORNER RADIUS

(Perfect horizontal line)

4° angle(Skewed line)

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HELLO HEALTH BUDS!

Health Buds are on a mission for public good. Health Buds are a small surprise, not unlike the notion of our CO-OP. Health Buds embody the spirit of our CO-OP. It takes a community to build healthy communities. Health Buds are accessible, optimistic, informative guides who dare to stand together.

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THE HEALTH BUDS ARE BRAND AMBASSADORS

Toby Uri YukiXi ZiggyWadley RobbieVicki

Ozzy PattyMissy QuimbyNancy Ruby SyndeyLucy

Baby CatAlani Bubbie Danny

Ivy Jenn and the kidsFelipe GiGi KerbyHarleyDog Eli

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ASPIRATIONAL We are confident and optimistic about a better future.

GUIDINGWe help transform complex ideas into small actionable items.

COURAGEOUSWe are daring when it comes to challenging the status quo.

TOGETHERNESSWe are a nonprofit CO-OP, here to help build healthy communities.

SIMPLICITYWe speak clearly, honestly, and remain accessible, relatable, straightforward.

These traits speak to our brand personality and

should be included in all our communications.

BRAND TRAITS

HEALTH BUDS EMBODY THE CO-OP’S PERSONALITY

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Engage We must cut through the clutter, the noise, and the competition in the marketplace. To effectively connect with audiences, we must first engage them with graphics and mastheads that are visually arresting, that produce a positive emotional response. Brand engagement is crucial for the CO-OP, especially in its infancy. We must earn brand recognition.

EducateOnce attracted to our message, we must effectively educate our readers. We use graphic layouts that are easy to scan, with headlines, sub-headlines and captions. We provide clear explanation and thoughtful suggestions in an affirming voice. People don’t want to just access information. They want to know: why is this good for me. They want to snack on small bits of information, easy to scan and digest. They expect easy-to-follow guidance in a friendly, professional tone.

While designing, writing, and developing materials, the CO-OP uses this proven methodology named the 4Es. With each headline, each layout and photograph, marketing partners can help evaluate the capabilities of our messages through the lens of the 4Es.

EmpowerWe can help enable heroes. Each step of the way, we must deliver the next step, the call to action, to call, click, join. Each page of the Web site, every flier, should have a simple, direct Call to Action for our target audiences.

EvolveThis is an internal metric. With each deliverable, how can we measure success and use this information to improve? As a CO-OP, listening to members and steering in the appropriate direction defines much of our core business practices.

THE BUDDY SYSTEMFOR BRAND EXPRESSION

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Minimum Size • Measured by the width of the head.

• Minimum print size: 1 in wide.

• Minimum online size: 100 pixels

Health Buds are gentle, straightforward and impartial. They advocate for us, direct us, and guide us. They’ve “been there,” and have empathy for what you’re experiencing. They listen and respond, with answers and resources when you need them.

HEALTH BUDS IN ACTION

Consistent Health Bud usage:• 90% head and 10% body

• Flat, vector images with simple, bold geometry

• Together in a community

• On a mission for public good

• Ready to guide audiences

• Optimistic, knowledgeable, sincere

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PATTERNS HELP US FEEL LIVELY

A vector world has the potential to feel flat at times. Approved patterns can be used to provide depth in these cases. Patterns must always be set to a low opacity of white over an approved brand color. They are only to be used on background elements such as the sky or ground. They are not intended to be used on objects, Health Buds or photos.

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PATTERN OPACITIES

10% on Blue 7% on Green 20% on Yellow 17% on Pink 7% on Orange

7% on Dark Blue 20% on Pale Blue 7% on Gray 5% on Brown 10% on Bright Green

The opacity of the white patterns on top of background colors must be adjusted depending on the saturation of the color of the background. For Example, a pattern at 20% opacity may contrast too hard against a dark blue background while the same opacity looks great against a lighter color such as yellow. Please use the figures below as a guide for opacity usage.

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Diamonds Pin Wheel

The approved patterns are inspired by ideas of subject matter but they are always designed as objective shapes. This is because they are intended to be used as background textures rather than objects in space. For example, the Pin Wheel pattern is suggestive of a pin wheel. However, it does not appear as a literal pin wheel that could interact with other objects or Health Buds on the page.

PATTERN EXAMPLES

Scallops Zig Zag

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KEEP IT REAL! As a nonprofit CO-OP, we want to share images

of real people, not models, at real events, and share the stories of our

communities. The shots enable us to showcase real moments for newsletters,

blogs, and collateral. We can capture priceless moments throughout Oregon.

PHOTOGRAPHY

All photos for example only.

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All photos for example only.

PHOTOGRAPHY

The pictures are informative with balanced composition and good lighting.

It’s not art photography; this is editorial. Our shots should convey a sense of

energy and togetherness. We should capture uplifting, real moments.

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IT’S A GROUP EFFORTThank you for your commitment to building our CO-OP brand. Together, we are strengthening our communications and the communities we serve. We can directly impact tens of thousands of Oregonians lives. It is urgent that we create a consistent experience. This book will help brand partners simplify the design process. For any additional questions, please connect with our executive team. This document will be continuously updated alongside our marketing efforts. As part of our brand evolution team, we welcome your comments and feedback.

Brandbook • April 2015