Brand Guidelines
INTRODUCTION
About OneWorld
From a grassroots food pantry and health center to the largest Federally Qualified Health Center in the state of Nebraska, OneWorld has worked over 50 years to provide access to quality health care.
The Heart of the Matter • We believe all people should have access to quality health care. • We envision a community where all people are empowered through their health and well-being. • We strive to establish trust with the patients we serve and within the community. Mission To partner with the community to provide access to quality health care services for all people. Vision To be a respected, trusted and inclusive organization, providing care and promoting well-being in the communities we serve.
Brand Values Our brand values guide our work and are reflected through our materials, partnerships and community presence.
Humility We recognize individual perspectives and experiences as opportunities for growth.
Excellence We work together to arrive at the best solutions.
Access We work to eliminate all barriers.
Relationships We are committed to building connections so our community can thrive. Together We respect diversity and celebrate individuality. We believe our community makes us stronger.
VOICE
Voice The OneWorld brand voice is used to communicate with our general audiences. Our voice welcomes new people, thoughts and ideas and shares information in a matter that is easy to understand and consume. Our voice is conversational and rooted in community, while maintaining a tone of credibility and professionalism.
Welcoming
Accessible
Our language emphasizes inclusivity and warmth. We are intentional with the words we use because for us, trust and reliability are essential in creating an environment that provides a sense of belonging.
Our writing is clear and concise, leaves no questions and is easy to consume so all patients, employees and the community can understand who we are, what we do and why we do it.
Human
Hopeful
Our voice is conversational, friendly and transparent. We prioritize compassion and empathy to honor the realities and circumstances of our audiences.
Our writing is confident and positive to illustrate the power of caring and give our audiences something to believe in.
Editorial Style Guide OneWorld uses a combination of AP Style and OneWorld Style (modified AP) in all marketing materials including advertisements, articles, digital marketing, presentations, print marketing, signage, etc. The use of AP Style and OneWorld Style help maintain brand consistency and messaging.
Academic Degrees Periods included for doctorate
Clinic Name The word “clinic” is capitalized when the official title is being listed, typically on first reference (Ex. OneWorld Women’s Health Clinic). Location names are lowercase when being generally referred to and/or after first reference (Ex. women’s health clinic).
credentials (Ph.D.). All other academic degrees do not use periods between letters (Ex. APRN, MD). Use possessive comma for master’s degrees and bachelor’s degrees. Capitalize Master of Arts, Master of Science and Master of Business Administration. Acronyms Spelled out followed by abbreviation in parentheses on first reference (Ex. Medication Assisted Treatment (MAT)). Use abbreviation only for second reference on. Addresses Use abbreviations St., Blvd. and Ave. for numbered addresses. Abbreviate compass points for numbered addresses (N., E., S. and W.)
Commas As per AP Style, we do not use the Oxford comma at the end of a list.
Community Health Center Spelled out and capitalized followed by abbreviation in parentheses on first reference, CHC for second reference on.
DOGtor Know-It-All Name is always capitalized, never translated. Do not use trademark symbol in text.
Care for All People When using the tagline, capitalize every word except for “for.”
Federally Qualified Health Center Spelled out and capitalized followed by abbreviation in parentheses on first reference, FQHC for second reference on.
Editorial Style Guide
Lists Alphabetized A-Z unless presenting by risk order/step order is necessary.
Patient Portal Always capitalized when referenced, use of Intelichart in place of Patient Portal permitted after first reference.
Mobile Fleet Names of mobile clinics are always capitalized when referenced (Medical Mobile, OneWorld Smiles Mobile and Fluo-ride Mobile). Names First and last name used on first reference, last name for second reference on. Credentials are listed on first reference after first and last name, and are set off by commas (Ex. Taylor Martinez, MD, Family Medicine Physician). For individuals with doctorate degrees the abbreviation, “Dr.” is added before the last name after credentials have been listed, typically after first reference.
Phone numbers Area code always in parentheses, followed by space and then three digits, dash, four digits (Ex. (402) 734-4110)
Team The word “team” is always lowercased. Department names are capitalized when the official title is listed, typically on first reference (Ex. The OneWorld Family Medicine team). Department names are lowercased when generally referred to and/or after first reference (Ex. The family medicine team). Titles Capitalized when associated with first and last name (Ex. Joe Smith, Dental Hygienist). Lowercased when referring to general position (Ex. dental hygienist).
Numbers Spell out numbers one through nine. Use figures 10 and above, except at the beginning of a sentence.
LOGO
Logomark Our logomark is composed of a globe, surrounded by a heart. Our heart surrounds the globe to symbolize OneWorld’s commitment to inclusion and caring for all people. Around the bottom of the heart are petals. The petals represent how we take our mission beyond our clinic walls and into the community.
The OneWorld logomark is a key element in the OneWorld identity.
Logo Our logo is composed of our heart logomark and typeset in Century Gothic. The horizontal logo is used in most instances. The OneWorld logo is always set in the same style and uses specific kerning, spacing, style and font. The particular styling of the logo should never be changed. Use of the vertical logo is only permitted by the marketing department and is only used when graphically necessary.
Logo Variations
Logo
Full Color
The full color logo is the primary logo for all purposes.
Inverse
OneWorld Blue logo should be used when only one-color usage is available.
Black
White
OneWorld Blue
Logomark
Clear Space For our full logo, clear space is indicated by the height of the OneWorld “O” on all sides. For our logomark, clear space is indicated by the height of the longest petal on all sides.
Logo Size The OneWorld heart should not be reduced to any size smaller than 25px in height. The OneWorld logo should not be reduced to any sizes smaller than 142px in width.
approx. 142 px width
approx. 25 px height
(approx. 0.34 inches)
(approx. 2 inches)
Logo Misuse
Do not change colors of logo
Do not change transparency
Do not use distracting backgrounds
Do not distort the logo
Do not rotate any part of the logo
Do not add a drop shadow to the logo
Partnerships Use a vertical line to separate the OneWorld logo and partnership logos.
Tagline
At OneWorld, We Care for All People.
Care for All People
Atención para Todas las Personas
Signatures
There are two main email signatures to use within Outlook, as well as a reply message signature. This signature is required for all employees to use. For information about setting up your email signature, contact marketing@oneworldomaha.org.
Vertical Logo
FirstName LastName (pronouns) Position Title Phone: (123) 456-7890 EXT: 1234 email@oneworldomaha.org
Horizontal Logo
FirstName LastName (pronouns) Position Title Phone: (123) 456-7890 EXT: 1234 email@oneworldomaha.org
Replies
FirstName LastName (pronouns) Position Title
COLOR
Primary
OneWorld Blue is our primary color. This is the main color for all marketing purposes and should be the recognized color for OneWorld branding.
OneWorld Blue HEX 045682 CMYK 97-67-27-9 RGB 4-86-130 PMS 7692 C
White HEX FFFFFF CMYK 0-0-0-0 RGB 255-255-255
OneWorld Black HEX 1E1E1F CMYK 73-67-64-75 RGB 30-30-31 PMS 532 C
Ocean Blue HEX 039FDD CMYK 75-22-0-0 RGB 3-159-221 PMS 2925 C
Secondary
Our secondary colors are used when paired with OneWorld Blue. Background Grey and Background Blue are used as the background color of OneWorld branding materials, forms, website, etc. Baby Blue is used in Baby Boutique marketing materials. The use of these colors should be limited.
Background Grey HEX EFEFEF CMYK 5-3-3-0 RGB 239-239-239 PMS 656 C
Dark Grey HEX 343434 CMYK 69-63-62-57 RGB 52-52-52 PMS 7540 C
Background Blue HEX EBF5F9 CMYK 6-0-1-0 RGB 235-245-249 PMS 649 C
Baby Blue HEX BBE2F8 CMYK 24-1-0-0 RGB 187-226-248 PMS 290 C
Arctic Blue HEX 006689 CMYK 92-54-30-8 RGB 0-102-137 PMS 7690 C
Dark Blue HEX 033349 CMYK 98-73-48-44 RGB 3-51-73
PMS 540 C
Tertiary Our tertiary colors are used only in specific marketing materials to categorize different services. The use of these colors should be limited. When combined with OneWorld Blue and Ocean Blue, the tertiary colors form a rainbow. This represents our commitment to standing with the LGBTQIA2S+ community.
OneWorld Red HEX A4131D CMYK 24-100-100-19 RGB 164-19-29 PMS 187 C
OneWorld Orange HEX CC5634 CMYK 15-79-91-3 RGB 204-86-52 PMS 7579 C
OneWorld Yellow HEX CB9D4D CMYK 21-38-82-1 RGB 203-157-77 PMS 7407 C
OneWorld Green HEX 367143 CMYK 80-33-88-21 RGB 54-113-67 PMS 555 C
OneWorld Purple HEX 6F346C CMYK 62-92-29-13 RGB 111-52-108 PMS 2622 C
OneWorld Pink HEX C776A9 CMYK 20-64-5-0 RGB 199-118-169 PMS 673 C
TYPOGRAPHY
Typography Our font used for all purposes is Proxima Nova. The font’s modern construction gives it a contemporary and polished appearance. The font’s clarity makes the text easy to comprehend. These qualities give the font a warm and approachable appeal, making it inviting for everyone to interact with. For Microsoft documents that do not allow for Proxima Nova usage, use Calibri. To download Proxima Nova on your computer, contact it@oneworldomaha.org.
Proxima Nova Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Light Light Italic Regular Regular Italic Medium Semibold Semibold Italic Bold
Bold Italic Extrabold Black
ICONS
Icons Our icons are used for marketing purposes to symbolize different services. The simplistic shapes and forms are intended to provide clarity to each service.
P P
MASCOT
Mascot Our mascot is DOGtor Know- It-All. DOGtor is used within our branding materials that are intended to appeal to our youth audience. DOGtor is registered to OneWorld Community Health Centers.
PHOTOGRAPHY & DESIGN
Photography Use professional, clean photos that are taken by OneWorld. Use eye-catching images that focus on people.
Photography Misuse For layout assistance, contact marketing@oneworldomaha.org.
Do not stretch or distort images.
Do not use blurry or pixelated images.
OneWorld
Do not cover the focus of the image with text.
Avoid stock images unless necessary.
Design Our design-style is clean and professional with a focus on the patient experience, intended to create trust with our audience.
Design Our logomark, the OneWorld heart, is used frequently within our design. The heart is used as our main design element as a way to create strong branding identity. The heart is used in the background and on the side of several designs. When using the expanded format of the heart, use at least 50% of the logo so that all aspects of the logo are captured.
QUESTIONS? For brand inquiries, contact marketing@oneworldomaha.org.
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