ATT008_BrandGuidelines.pdf

WORLD TRADE CENTER

HEALTH PROGRAM

Brand Standards

CONTENTS

01. About the Brand

02. The Logo and Lockup

03. Reverse Logo Usage

04. Using Brand Colors

05. Typography

06. Style Guide

D e c e m b e r 2 0 2 1

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01. ABOUT THE BRAND

The World Trade Center (WTC) Health Program provides medical monitoring and treatment of certified WTC-related health conditions for 9/11 responders and survivors.

The WTC Health Program’s brand communicates professionalism, reliability, and public service.

It is the first impression of the Program.

These standards promote the WTC Health Program’s identity as a healthcare provider whose partners work together for a common mission. The standards are designed to ensure a consistent look and tone for all communication products. They extend to the use of logos, colors, typography, layout and all other matters that affect the Program’s identity.

The WTC Health Program Communications Unit will provide strategic assistance on any branding questions or issues. We are passionate about providing branding support to other units and partners, to ensure the first impression of the WTC Health Program is strong on all fronts.

For more information about the WTC Health Program brand or these guidelines, please contact the Communications Unit at WTCHPCommsDev@cdc.gov.

WTCHPCommsDev@cdc.gov

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02. THE LOGO AND LOCKUP

The logo is the centerpiece of the WTC Health Program’s identity. It is the most prominent element of our visual brand, and its usage must always conform to the guidelines contained in this manual.

The logo must only be used in connection with products, services, and documents that are consistent with the WTC Health Program’s vision, image, and identity.

The WTC Health Program reserves the right to review and monitor logo use at any time. All logos are owned by the Program. Electronic files of the logo in its acceptable formats are available.

The 4-color logos may only be placed over white/ off white or very light grey backgrounds. This ensures that the color contrast between the logo and the background adheres to accessibility requirements. If unable to do so, please use the blue logo. It may placed over flat colors, and/ or muted patterns and images. There must be strong contrast between the logo and back-ground for legibility.

The stand-alone logos should be used only after the program name or wordmark has been used previously in the material or when the stand-alone is paired with the wordmark. Refer to the example. Stand-alone workmarks are available upon request.

Stand-alone logos

Stand-alone examples

Stand-alone wordmarks

4-Color Logo with type

Blue logo with type

WTC

H E A LT H P R O G R A M

Coronavirus Disease (COVID-19) and the WTC Health Program

World Trade Center Health Program The World Trade Center (WTC) Health Program provides medical monitoring and treatment of WTC-related health conditions for 9/11 responders and survivors.

The World Trade Center (WTC) Health Program’s top priority is to meet your WTC-related health care needs and ensure you take steps to protect your health during the COVID-19 pandemic. We are supporting the Clinical Centers of Excellence (CCEs) and the Nationwide Provider Network (NPN) as they continue providing WTC-related care while limiting face-to-face interactions and using telehealth.

What we’ve done in response to

COVID-19

We have taken several steps to ensure that Program members continue to receive monitoring, treatment, and other authorized services for their certified WTC-related conditions during this challenging time. For any questions about your WTC-related care and COVID-19, please contact your clinic.

Expanded use of telehealth We have approved the use of telehealth services (either telephone or video) so that members can continue to receive care without coming into a clinic. Telehealth services may vary from clinic to clinic but will help ensure continued care for certi-fied WTC-related conditions.

Implemented in-person safeguards

Each clinic is following the preparedness plan outlined by their parent institution. Non-essential appointments are being rescheduled or moved to telehealth, and several safety measures are in place for any essential in-person visits.

Home Delivery All members with prescriptions for their certified WTC-related conditions are strongly encouraged to sign up for Optum Home Delivery which allows for 90-day prescription fills and delivers directly to members by mail. For more information, please call Optum at (855) 640–0005, Option 2.

Continuity of Program Operations The WTC Health Program is working to ensure that members receive services in a timely manner during the COVID-19 pandemic. There are no processing delays for WTC Health Program enrollments or certifications at this time. Members should keep upcoming monitoring and treatment appointments, unless otherwise advised by your clinic. Clinics are continuing to provide care through telehealth ser-vices (phone or video) when possible.

COVID-19 testing and treatment The WTC Health Program will cover testing for members with symptoms suggesting COVID-19 who also have a certified WTC-related health condition of a respiratory nature (e.g., asthma, COPD, inter-stitial lung disease) or who have impaired immune function secondary to a certified WTC-related health condition.

The Program will cover outpatient and inpatient treatment for COVID-19 on a case-by-case basis based on the member’s certified WTC-related health condition and in consultation with the CCEs or NPN.

Get the latest COVID-19 updates from the WTC Health Program at www.cdc.gov/wtc/covid19.html

For updates from the September 11th Victim Compensation Fund (VCF), visit www.vcf.gov/covid-19

Learn More. Visit www.cdc.gov/wtc or call 1-888-982-4748 | World Trade Center | Pentagon | Shanksville, PA

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03. REVERSE LOGO USAGE

The one-color logo can be reversed out in white over flat color or an image. You must make sure there is strong contrast between the logo and background for legibility.

The black one-color logo is provided in the case that it is needed for black and white printing. Please limit the use of the black logo to this purpose only.

White logo with type

White stand-alone mark

Black logo with type

Black stand-alone mark

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04. USING BRAND COLORS

The WTC Health Program’s color palette is simple, clean, and modern. It makes generous use of white space, and uses cool, neutral and muted tones. When communicating through any medium, use only the approved colors.

The accent colors were updated in 2021. Their purpose is to support and compliment the brand colors. Please limit the number of colors in a design—less is more.

The accent colors may not be used to produce the WTC Health Program’s logo. The accent colors may be used as tints in some applications.

Tints may be necessary for contrast purposes.

Feel free to use tinted versions of Accent Color 5 (cool grey) for these purposes as well. Grey is a neutral color and can be very helpful in design applications. The brand red and the yellow accent color should be used sparingly. They are helpful to highlight important information, but can be overwhelming in the design.

Perform test prints when using tints. Often they don’t print as well as they on screen.

Due to the color variation in printing, the table below has been provided, which accounts for the variety of print/digital options.

Logo Colors

2021 Accent Colors

Brand Blue 1 Brand Red Brand Blue 2 Accent 1 Accent 2 Accent 3 Accent 4 Accent 5

Hex# 1b6bad ab2328 91abd2 068d9d 53599a 80ded9 f7c78e 66717e

RGB 27, 107, 173 171, 35, 40 145, 171, 210 0, 142, 158 83, 90, 155 139, 210, 209 247, 199, 142 102, 113, 126

Process Coated 84, 44, 2, 0 0, 100, 87, 22 49, 20, 0, 0 94, 4, 24, 12 84, 77, 0, 0 35, 0, 2, 0 0, 13, 35, 0 47, 39, 31, 14

Process Uncoated 99, 45, 0, 1 0, 100, 100, 28 48, 25, 0, 0 100, 0, 20, 11 87, 68, 0, 0 42, 0, 5, 0 0, 18, 47, 0 47, 36, 29, 26

Pantone Spot Coated 2383c 7621c 2121c 2230c 2116c 304c 148c 4278c

Pantone Spot Uncoated 3005u 2350u 2121u 3541u 2746u 304u 155u 417u

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05. TYPOGRAPHY

Type treatments should use the fonts on this page.

Bernino is available with the purchase of Adobe products, the rest are free for download. Please see the links below to download the fonts.

▪ Bernino Sans Condensed (Adobe Collection) https://fonts.adobe.com/fonts/jaf-bernini#fonts-section

Bernino is from the same family as Bernina, which is used in the logo. The Bernino Sans Condensed fonts replace Bernina in the WTC Health Program’s identity system because the are less compressed and more legible. They should be used as titles, headings and display type. If you don’t have access to these fonts, Arial Narrow Bold is a nice substitute.

▪ Public Sans (free) https://public-sans.digital.gov/ https://fonts.google.com/specimen/Public+Sans

Public Sans was developed by the United States Web Design System for federal publications. The WTC Health Program has adopted this font for body copy and some headings. If you don’t have access to this font, Arial is a nice substitute.

▪ Source Serif (free) https://fonts.google.com/specimen/Source+Serif+Pro https://fonts.adobe.com/fonts/source-serif

Source Serif is the alternate font for body copy or when display type is needed. If you do not have access to this font, Georgia is a nice substitute.

Bernino Sans Condensed Fonts

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ?

Public Sans Fonts

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ?

Source Serif Fonts A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ?

Arial Fonts A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ?

https://fonts.adobe.com/fonts/jaf-bernini#fonts-section https://public-sans.digital.gov/ https://fonts.google.com/specimen/Source+Serif+Pro https://fonts.adobe.com/fonts/source-serif

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06. STYLE GUIDE

This is the title aka H1 This is the title aka H1

This is the title aka H1

This is a heading aka H2 Leverage agile frameworks to provide a robust synopsis for high level overviews. Iterative approaches to corporate strategy foster collaborative thinking to further the over-all value proposition.

This is a heading aka H3

▪ This is an unordered list (UL)

▪ Organically grow the holistic world view of disruptive innovation via workplace diversity and empowerment.

This is a heading aka H4

1. This is an ordered list (OL)

2. Bring to the table win-win survival strategies to ensure proactive domination

This is a heading aka H5 At the end of the day, going forward, a new normal that has evolved from generation X is on the runway heading towards a streamlined cloud solution.

Here are examples of styles when using the brand’s designated typefaces/fonts.

Be mindful of type size when producing designs. Some fonts appear much easier to read on screen. Whenever possible, print a version to check the type size.

If the information is only to be available digitally, preview the text on a mobile device or tablet to ensure legibility.

The following link contains information regarding plain language, which is important to consider when producing products for our audience.

https://www.plainlanguage.gov/resources/articles/ at-a-glance/

Public Sans should be the main font used for body text and may be used for headings.

Source Serif may be use as for display text, or alternate body copy text. It may also be used for alternate lower-level headings.

Bernino Sans Narrow and Condensed bold and semi-bold are for titles and headings. They are also useful for table text. The non-bold versions may be used for display type.

https://www.plainlanguage.gov/resources/articles/at-a-glance/ https://www.plainlanguage.gov/resources/articles/at-a-glance/

WORLD TRADE CENTER

HEALTH PROGRAM

Please feel free to contact our office for branding inquiries or questions:

Emily Hurwitz Communications Unit Chief nff3@cdc.gov

(202) 245-0619