This document provides brand guidelines for an agency called District Health Department #10. It outlines proper use of the agency name, logo, colors, typography, images, and voice. The guidelines specify that only the official logo should be used, with white space, and in approved colors. The primary font is Arial, and images require permission. Language should be professional yet understandable to the target audience. All materials must adhere to these guidelines to maintain a consistent brand identity.

1. BRAND GUIDELINES
Presented by the Media, Marketing, & Materials Team
Updated: 08/2016

2. TABLE OF CONTENTS
02 Introduction
03 Agency Name
04 Agency Logo, Treatment, and White Space
05 Typography
06 Colors
07 Images
01
08 Our Voice

3. INTRODUCTION
The Media, Marketing, and Materials Team are working
toward a communication strategy that assures a consistent
message and look for the agency. It is our hope that this
guide will encourage individual creativity while maintaining
a consistent and professional look to all media and
marketing materials that are created individually.
Guidelines within this guide cover treatment of the
agency’s name, logo, suitable colors, and typography.
Please stick to these guidelines to help the Media,
Marketing, and Materials Team create a branded image
and perception that is consistent no matter where our
materials are seen.
Thank you!
02

4. EXAMPLES
03
AGENCY NAME
The following guidelines outline the
proper use of the agency’s name and
how to properly refer to it in written form.
1 The official agency name is District
Health Department #10, which should
be used for all official and
professional documents.
2 The agency is commonly referred to
as DHD#10 and can be used in less
formal settings (ex: social media) or in
publications once the official name
has been established.
3 If you wish to reference your specific
county, please do so by adding the
county name to the end of the official
agency name.
4 Both names should be written exactly
as-is, without any changes in
capitalization, spacing, or spelling.
Correct: Below is the 2015 Annual Report for
District Health Department #10.
Incorrect: Below is the 2015 Annual Report for
DHD#10.
Correct: District Health Department #10
(DHD#10) offers a variety of programs and
services. To see a full list of DHD#10 programs,
please visit…..
Incorrect: DHD#10 offers a variety of programs
and services.
Correct: District Health Department #10—
Manistee is offering free HIV testing this month.
Incorrect: The Manistee Health Department is
offering free HIV testing this month.
Correct: District Health Department #10,
DHD#10, District Health Department #10—
County Name
Incorrect: DHD10, Health Dept. 10, Ludington
Health Department, District Health Department
10, etc.

5. 04
AGENCY LOGO, TREATMENT, & WHITE SPACE
This section deals with the proper use of
the agency logo.
1 Only the official logo (can be
downloaded on staff pages), featuring
both the icon (colored globe) and the
wordmark (agency name & vision)
should be used on all marketing
materials to officially represent the
company.
2 The full logo should not be edited in
any way, including but not limited to,
recoloring, disproportionate resizing,
cropping, etc.
3 The official logo should always have a
designated amount of white space on
all sides (when possible). This is to
ensure the logo’s visual clarity and
effectiveness.
1
2
3
Correct:
Incorrect:
white space
Correct:

6. 05
TYPOGRAPHY
Our primary typeface for any professional
materials is Arial. You may choose to
either bold, FULLY CAPITALIZE, or
re-size important text or headers.
1 You are free to choose the color of
the text, but it must follow the suitable
colors guidelines (page 06).
2 For less formal materials, feel free to
be creative by using different types of
font, however, they are subject to
review from the Media, Marketing,
and Materials Team.
Aa
Bb
Cc
Dd

7. 06
COLORS
Our agency colors are professional, fun,
and welcoming; expressing who we are.
1 Our main logo color is a navy, to
signify the professional and inviting
nature of our agency, as well as the
trustworthiness we want to portray.
2 Our main navy color is complimented
by a variety of colors, including a
range of blues, greys, and more to
create a broader color palette.
3 Feel free to experiment with
complimentary colors, however, they
are subject to review from the Media,
Marketing, and Materials Team.
DHD#10 LOGO BLUE
RGB: 3, 73, 132
1
2
DARK BLUE
RGB: 31, 73, 125
Darker 50%
LIGHT BLUE
RGB: 31, 73, 132
Lighter 40%
MAROON
RGB: 145, 60, 58
LOGO YELLOW
RGB: 240, 224, 139
Please contact the Media, Marketing, and Materials Team for further clarification &/or training on the color
palette and how to find specific colors.

8. IMAGES
Images, when used properly, can greatly
enhance media and marketing materials.
1 Copy and pasting an image from
Google (or other search engine) is
often illegal. Most images have strict
copyright laws that must be adhered
to. DHD#10 can be held liable for
infringement.
2 If you plan to use an image of a
DHD#10 staff member or client, you
must have a signed photo release
form on file. All individuals whose face
is visible in the photo must sign a
release.
3 The Media, Marketing, and Materials
Team strongly suggests avoiding clip
art images as they are unprofessional.
4 The Media, Marketing, and Materials
Team maintains an image library with
images that are available for use.
5 If you plan to use an image, please
contact the Media, Marketing, and
Materials Team for assistance.
07

9. OUR VOICE
We use professional, yet easily
understandable, language that is
sophisticated enough to prove that we
are public health experts, yet simple and
grounded enough to ensure our materials
are at a suitable reading level for the
intended target audience.
1 Always keep the target audience in
mind when creating materials (ex:
health care providers, clients, co-
workers, general population, etc.)
2 Always have a co-worker or a
member from the Media, Marketing,
and Materials Team proofread your
materials.
3 Media, Marketing, and Materials
Team has the right to request and
review all new materials and analyze
readability.
READING LEVEL
The number of years of
education required for a
reader to understand a
written passage.
EXPERTS
Experts suggest aiming for
a level that is 2 to 5 grades
lower than the highest
average grade level of your
intended audience.
SUGGEST
The Media, Marketing, and
Materials Team suggests
sticking to a reading level
of third to fifth grade for
general population and
clients.
TEST
You can test the reading
level of text in Microsoft
Word through the “Spelling
& Grammar” review.
readability
[ree-duh-bil-i-tee]
noun
1. The state or quality of written
language that makes it easy to
read and understand
08