J.7(a)_QIO_Program_Brand_Guidelines_Manual.pdf

Brand Guidelines QIO Program

Last updated: July 22, 2013

A11D Text Box NOTE TO ALL BIDDERS: This handbook serves as a compendium of guidance available to QIOs to assist them in conducting communications work under the QIO 10th Statement of Work, and is the most recent version available as of the date of this RFP. This handbook does not reflect changes to CMS communications policy that will be needed in order to implement the communications-related activities of the 11th Statement of Work.

NOTE TO BIDDERS WHO ARE NOT 10th SOW QIOs: This document contains hyperlinks to memoranda and policy guidelines that are available only from the QualityNet QIOnet intranet through the HCQIS system. Bidders that do not have access to the QIOnet intranet or the HCQIS system may obtain copies of all associated material at http://www.cms.gov/Medicare/Quality-Initiatives-Patient-Assessment-Instruments/QualityImprovementOrgs/Future.html.

A11D Text Box ATTACHMENT J-7(a):

QIO Program Brand Guidelines Manual

QIO Program Brand Guidelines | 1

Branding is an Improvement Tool

Introduction

Branding Q&As

Logo Usage

QIO Co-Branding

Color Palette

Typography

Photo Usage

Page Layouts

Templates

Brand Production Checklist

Brand Architecture

Brand Messages

Tone of Voice

Living the Brand Action Maps

TA B L E O F CO N T E N T S

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Dear Colleagues, Although the QIO Program is among the largest federal programs dedicated to improving health quality at the community level, we often find ourselves at the disadvantage of presenting fragmented messages and images to our many audiences. To achieve rapid, widespread improvement and reach the challenging goals before us, we must project a consistent image, use a common vocabulary, and ensure that both our messages and images reflect our commitment to an American health care system that delivers better patient care, better population health, and lower health care costs through improvement.

The QIO Program brand and this brand guidelines manual are based on research and the best practices of strategic communication. They were professionally developed as tools to unify QIO Program communications. By continuing to build the QIO Program brand, we can increase the Program’s effectiveness in building the will to improve, engaging in improvement initiatives, and sustaining improvement. Using these guidelines and supporting resources also will make your job as a QIO Program representative easier.

Now I challenge all of you to “walk the talk.” Identify one or more ways you can live our brand in your interactions with patients, providers, and other improvement stakeholders.

I look forward to seeing the results.

Jean Moody-Williams, R.N., MPP Center for Clinical Standards & Quality Centers for Medicare & Medicaid Services

B R A N D I N G I S A N I M P R O V E M E N T TO O L

QIO Program Brand Guidelines | 3

How to Use These Brand Guidelines

The QIO Brand Guidelines are the culmination of multiple years of collaboration and research. To successfully brand the Program on a national level, all QIO staff should adhere to these guidelines. Using the brand elements and tools consistently will strengthen the local efforts of QIOs as part of a cohesive national program.

This manual serves to encourage QIOs to speak and present their organizations uniformly—it does not confer new or different requirements on QIOs as part of C.10.3 of the QIO base contract. Questions about QIOs’ contractual obligations should be addressed with CORs and the CRISP GTL.

How We Got Here

The logo and tagline were professionally developed and focus group tested to visually communicate the QIO Program’s mission and vision. The focus group audiences included: QIO CEOs, QIO communicators and quality improvement leaders, CMS internal stakeholders, and national and local external stakeholders. The focus groups provided insight critical to the development of the logo and tagline. The synchronized key messages were professionally developed using research-based methods to capture both internal and external perceptions. The synchronized key messages make up the foundation of all QIO Program communications and clearly impart the benefits and value of the Program across all touch points.

QIO Program Brand Evolution

Because of the evolving nature of QIO work and the policy landscape in which the QIO Program operates, the QIO Program brand must be flexible to adapt to a changing environment.

To ensure evolution of the Program brand in a way that is consistent with the Program’s operations and Aims, a brand maintenance strategy has been developed. The strategy leverages qualitative and quantitative data to inform necessary branding updates. QIO Innovation Spread Advisors will implement QIO-level brand training and support.

I N T R O D U C T I O N

The QIO Program is implemented in communities across the country by a network of QIOs, which makes for a lot of moving parts. The need to project a consistent voice and presence, speak in common terms, and ensure that messages and images reflect the integrity of the national Program is paramount. The standards defined in this manual provide the tools and resources to build and maintain a successful brand identity for the QIO Program, ensuring a resonant and lasting connection with Program audiences across all forms of communication.

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Why did CMS decide to create a national QIO Program identity?

Among the goals for the QIO Program brand was to create a mark that could be used by QIOs to connect their local and regional initiatives with Medicare’s national health care quality commitment. The use of the program identity helps establish that the QIO is a local organization working within a national network. It also helps create awareness across the country that Medicare plays a major role in fostering collaboration to improve health care quality.

The QIO Program brand does not increase awareness for awareness’ sake; rather, the brand seeks to assure that QIOs have the national communications infrastructure necessary to exert their influence and spread their energies and influences in ways that make them most effective agents of change within the American health care system.

How did CMS select a visual identity and tagline for the QIO Program?

CMS, through the Care Reinvention through Innovation Spread Project National Coordinating Center (CRISP NCC) and in partnership with a branding consultancy and market research firm, undertook a research-based process to create a visual identity and tagline. Our goal was to establish that the QIO Program is under the auspices of Medicare, focuses on improving health care outcomes, and fosters collaboration. The image and tagline were selected because they were rated as most effective in the research that was conducted.

Does CMS consider the QIO Program identity to be the Program “brand?”

Although the QIO Program identity is a brand element that serves as the “visual face” of the brand, the sum total of the brand consists of the brand architecture, key messages, and —most important of all, the experiences that stakeholders have when they interact with QIOs and CMS. We all share responsibility for living the brand.

Do I need prior permission and approval from CMS for each communication that I intend to use with the QIO Program brand?

No. You should reference the brand guidelines provided in this manual for CMS requirements. The brand guidelines are likely to be updated as CMS and QIOs gain more experience working with the brand. We welcome your input.

Is the QIO Program identity required in place of our QIO corporate identity?

Please refer to the section on co-branding for CMS-approved options for brand hierarchy (using your corporate logo with the QIO Program brand identity). QIOs should use both logos in most Program-related communications. When space is extremely limited, QIOs must use the QIO Program logo and identify their organization in the required CMS disclaimer.

B R A N D I N G Q & As

The following dialogue has been developed in response to questions from QIOs and QIO Program personnel. These questions and answers address such issues as definitions of terms, CMS requirements, co-branding and more.

QIO Program Brand Guidelines | 5

In what situations is it appropriate to “co-brand” with a QIO corporate logo adjacent to the new QIO Program identity?

CMS encourages QIOs to co-brand communications about QIO activities that target providers, beneficiaries, partners, and other key stakeholders.

The intent is to create awareness that a local organization is part of CMS’ national health quality initiatives.

Is branding required by the 10th Statement of Work?

Yes. The Care Reinvention through Innovation Spread Project (CRISP) outlined in Section C.10 of this contract requires the QIO to raise awareness of the QIO Program and of the fact that the QIO is a local partner within a national framework. Using the Program brand identity and key messages in your communications are ways to meet this requirement.

In what situations is it NOT appropriate to use the QIO Program identity?

The QIO Program identity should NOT be used on corporate communications that are not directly related to work conducted on behalf of the QIO Program. For example, it should not be placed on corporate business cards or stationery that are not used for activities conducted under the QIO contract. It can be used on the corporate website, but only in sections that are directly related to work under the QIO Program.

Are there guidelines addressing the positioning and size relationships of the QIO corporate logo and the QIO Program identity?

Yes. Please refer to pages 14-16 of this document, which provide initial direction and examples to answer this question.

Are there color restrictions on the use of the QIO Program visual identity?

Yes. Please refer to pages 9-10 of this document, which provide direction and examples to answer this question.

Where can I locate a high-resolution QIO Program logo?

QIO Program logos in multiple file formats are posted on the CRISP Section of the National Collaborative Tool. Color, black and white, and reversed versions (white on black) are available.

Whom should we contact for clarification about branding guidelines?

Contact your QIO’s CRISP NCC account manager or the CRISP GTL. QIOs should always consult their CORs and the CRISP GTL for any questions or concerns relating to their contractual obligations.

B R A N D I N G Q & As

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When the QIO is working with community partners as part of a broader coalition, and coalition-related activities and materials are being branded with a group of logos (i.e., all of the members of the coalition), should the QIO use its corporate logo or use a hybrid “co-brand” that combines its corporate logo with the national Program brand?

The answer to this question depends upon the relationship of the coalition’s work to QIO Statement of Work (SOW) projects. If the QIO is participating in the coalition under the auspices of the Statement of Work and the QIO’s support of the coalition is based on funding that comes solely from the QIO contract, co-branding with the QIO Program logo would be appropriate, and you may choose to do so.

Are QIOs expected to change the color of their corporate logos to coordinate with the QIO Program branding palette?

QIOs are NOT expected or required to change the color of their corporate logos. QIOs should select a color from the QIO Program palette for the font they use to type their corporate names, if they choose to use their corporate names in conjunction with the Program logo instead of using their corporate logos (see Alternate Hierarchy #1).

How should a multi-state QIO address co-branding when two separate state logos need to be included in a document?

The multi-state QIO should use its own good judgment and determine the context of the item that will include the logo, whether space allows, and if the local-national QIO relationship is a key message to be communicated in the outreach item. Not every situation lends itself to co-branding; this requires the QIO’s communications expertise and professional judgment.

This is a situation where a QIO may choose not to co-brand. Any concerns or doubts about the propriety of co-branding should be addressed with the QIO’s COR and the CRISP GTL.

Should NCCs co-brand using the QIO Program logo, their NCC logo, and their corporate logo?

When branding NCC materials, QIOs that serve as NCCs should use the QIO Program logo and their NCC logo (but not their corporate logo).

QIOs have been told not to use acronyms; however, “QIO” and “CMS” are used in several of the key messages. Are we allowed to use acronyms on second reference?

The Brand Guidelines Manual is intended to be an internal document, so there are some acronyms included that would not necessarily be used outside of CMS or your QIO. The acronym “QIO,” when speaking externally, isn’t nearly as powerful as the term “Quality Improvement Organization.”

(The term “QIO” dilutes our ability to articulate our commitment to “quality improvement.”) To the maximum extent that you can, be sure that communications materials meet the needs of your audiences first, and not the needs of the QIO, CMS, or other organizations, because individuals on the receiving end of most QIO communications are not interested in the CMS contract or the evaluation metrics related to the contract.

QIO Program Brand Guidelines | 7

Does my QIO have to co-brand with the QIO Program?

CMS has not prescribed a long list of items you must brand (such a requirement would need to be articulated in an authoritative document effectuated by the CMS Contracting Officer). The decision to brand anything that the QIO communicates needs to be a strategic decision made by the QIO. It needs to be something considered based on what the QIO has concluded from its audience analysis, learned about what’s working in the community, and decided about the alignment it wants to make with the QIO Program’s national presence. QIOs are encouraged to refer to Section C.10.3 and Attachment J-11 of the 10th SOW and to use judgment as they implement the QIO Program brand at the local level.

We are thinking about co-branding outreach materials with other partners. What should I know about applying the QIO Program visual identity?

The provisions in the Brand Guidelines Manual help QIOs portray the national program with a single voice and consistent presence—they do not confer new or different requirements on QIOs as part of C.10.3 or Attachment J-11 of the QIO base contract. Thus, QIOs may choose to co-brand communications about QIO activities that target providers, beneficiaries, partners, and other key stakeholders—provided those co-branding opportunities conform to all other applicable CMS guidance on partnerships. For instance, QIOs must make sure that in collaborating— even in sharing a QIO visual identity piece on a partner’s material—they do not create an actual or apparent conflict of interest, inadvertent endorsement of products, or contract funding issue (see TOPS Memo #2001- 04, QIO Program Communications Handbook, p. 6). Any concerns or doubts about the propriety of co-branding with partners should be directed to the QIO’s COR.

We send out a lot of letters from our review area, and they are sent on our corporate letterhead. Do we need to print letterhead that includes the QIO Program logo along with our corporate logo?

You may send letters on your corporate letterhead if you choose to do so.

If you think there would be benefit in co-branding these letters, you may choose to do so.

One of our hospitals wants to add its own message (about core measures) to our QIO-produced flyer about one of our Aim-specific initiatives, which will result in two separate messages on one flyer.

These messages are intended for the same audience. Is it appropriate to co-brand this flyer?

If the hospital modifies the flyer, it ceases to be a QIO Program-affiliated product. The flyer thus should not carry the QIO Program logo or the disclaimer that designates the item as a QIO product. The decision to include the QIO’s corporate logo (as a partner of the hospital) rests with the QIO itself.

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The QIO Program logo is the single most important visual identifier of QIOs when they conduct QIO Program activities. The logo reflects CMS’ vision, and visually communicates the QIO Program brand personality, benefits, and goals. The QIO Program logo was purposefully designed to include the overlapping circle icon to represent the Program’s commitment to collaboration and knowledge sharing.

These attributes are further illustrated by the use of color overlay within the overlapping areas of the circles. The “Quality Improvement Organizations” text within the logo clearly defines the Program’s implementers. The tagline (“Sharing Knowledge. Improving Health Care.”) is a statement that succinctly defines the Program’s mission and benefits.

Refer to these guidelines to uphold the logo’s visual integrity and to ensure proper usage across all internal and external communications.

Minimum Width 1.5” (Printed Materials)

To ensure maximum readability and recognition of the QIO Program logo in printed materials, it is important that the logo is never reduced below a minimum of 1.5” in width. However, online use requires that the minimum size is 180 pixels wide to ensure on-screen legibility.

Minimum Print and Online Logo Sizes

In any print or online publication, the specified area of empty space surrounding a logo is referred to as clear space. This space ensures proper visibility of the logo and should remain free from any artwork or typography.

To determine the clear space, measure the height of the “Quality Improvement Organizations” text within the logo (highlighted in example at right). This height defines the width of the clear space, which should be equal on all sides of the logo.

Note: The clear space will change, depending on the size of the logo.

Clear Space

LO G O U S AG E

Minimum Width 180 pixels (Online)

QIO Program Brand Guidelines | 9

The QIO Program’s tagline is, “Sharing Knowledge. Improving Health Care.” Never use another tagline in place of this one or attempt to create your own. The logo should always be shown with the tagline below. Never reposition or remove the tagline.

Tagline

Ideally, the QIO Program logo should be shown in color on all communication materials.

As a secondary option, the logo may be shown in white on dark backgrounds (reversed) or in black when printing in black and white.

Logo Colors

Full Color

Reversed

Black and White

PMS 287 C

C 100 M 68 Y 0 K 12

PMS 110 C

C 0 M 12 Y 100 K 7

PMS 298 C

C 69 M 7 Y 0 K 0

LO G O U S AG E

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The QIO Program logo ideally should sit on white space; however, when the logo is placed on a dark background, the text should always reverse out to white while the overlapping circle icon may remain in full color.

Always choose the highest contrast possible between the logo and the background.

Logo Color Usage

LO G O U S AG E

In some rare instances, the shading overlay within the overlapping circles will restrict 1-color printing options. In the event that a QIO encounters one of these rare circumstances, the approved 1-color “special use” logo may be used.

Special Use

QIO Program Brand Guidelines | 11

Do not add any effects such as “drop shadow” or “bevel and emboss” to the logo.

Do not place the logo on busy backgrounds.

Do not rearrange elements in the logo.

Do not alter the logo by stretching or condensing its original shape in any way.

Do not rotate the logo.

Do not retype or redraw the logo.

X

X

Quality Improvement Organizations

X

X

X

X

X

X

Logo Misuse

Placing a black logo on a dark background hinders the readability of the logo and should never be done.

When using the color logo, do not alter the colors in any way.

LO G O U S AG E

Do not downsample the logo.

X

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There are a number of important considerations when selecting which QIO Program logo file, and which logo color to use across various mediums:

1. Use a “transparent” file version of the logo (i.e., PNG) when it is placed on top of any other color. JPEG and PDF versions of the logo have solid white backgrounds that cause an awkward framing effect.

2. Downsampling, compressing, or copying/pasting the logo from another document or screenshot will reduce the quality and clarity of the logo, making it unreadable. The minimum recommended size for on-screen logo use is 180 pixels wide at 72 Dots Per Inch (DPI), which has been provided in PNG format.

3. Try to follow the minimum size standards outlined on page 8. When used below the minimum web size standard of 180 pixels wide, the QIO Program logo becomes illegible on screen.

Logo Web Selection

X

QIO Program Brand Guidelines | 13

The approved version of the QIO Program logo has been made available for use by all Program staff and stakeholders in both English and Spanish. Both versions of the logo are available in file types specified for professional printing, web/on-screen, and high and low resolution for use in Word, PowerPoint, and other desktop publishing programs.

Professional Printing – The ideal file type for the QIO Program logo when used on any product that will be professionally printed is an “EPS file.” EPS files are “vector art,” which means that they can scale to any size without affecting resolution. EPS files are industry standard for professional printing.

Web – The ideal file type for the QIO Program logo when used in any web or on-screen environment is a “PNG file.” PNG files are ideal for on-screen use because the area surrounding the logo is transparent, meaning the logo can be placed seamlessly on any background. They also use the RGB color palette, which is an ideal output for on-screen devices because of the color reproduction inconsistencies between manufacturer products.

Word, PowerPoint, and Other Desktop Publishing Use – Similar to web use, the ideal file type for the QIO Program logo when used with any desktop publishing program is a PNG file. Since PNG files are not easily resized, the logo has been sized as both “small” and “large” formats for use in varying situations. The large format can be made smaller without loss of quality. If you attempt to make the small format larger, it will quickly become pixelated.

Logo Files

QIO Program

Brochure Title Goes Here

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The preferred horizontal brand hierarchy combines the QIO Program logo with the QIO’s corporate logo by placing the corporate logo to the right of the Program logo, with a vertically centered alignment, and in sufficient proximity that the combined logos “read” as a graphic unit, separated by a vertical rule.

The corporate logo cannot be larger than the Program logo in any dimension.

Preferred Hierarchy 1: Adjacent Horizontal Program & Corporate Logos

Co-branding by QIOs reinforces the QIO Program brand and one of the brand’s key strengths: that as a federal health quality initiative carried out at the community level, the QIO Program has the flexibility to adapt to local needs while contributing to national health care goals.

These guidelines for co-branding are intended to provide QIOs with flexible parameters for how they use the QIO Program logo in combination with their organization’s corporate logo. CMS welcomes suggestions from QIOs as they communicate and live the QIO Program brand, and reserves the right to refine co-branding guidelines over time.

Q I O CO - B R A N D I N G

The preferred vertical brand hierarchy combines the QIO Program logo with the QIO’s corporate logo by placing the corporate logo below the Program logo, with a horizontally centered alignment, and in sufficient proximity that the combined logos “read” as a graphic unit, separated by a horizontal rule.

The corporate logo cannot be larger than the Program logo in any dimension.

Preferred Hierarchy 2: Adjacent Vertical Program & Corporate Logos

QIO Program Brand Guidelines | 15

If QIOs prefer to use their corporate name or acronym in conjunction with the Program logo instead of their corporate logo, they are free to do so.

Reasons for using the QIO’s corporate name or acronym instead of its logo may include aesthetic preferences, readability, or space limitations.

We recommend that the QIO corporate name or acronym be: 1) In one of the QIO Program colors, if the color Program logo is used; or in black or white, if the black and white Program logo is used. 2) In the same font [Myriad Pro Semibold] as the type in the QIO Program logo, or in the font that the QIO uses in its corporate logo. 3) With a vertically centered alignment and with less prominence than the Program logo. See right for size and placement examples.

Alternate Hierarchy #1: Adjacent Program Logo & Corporate Name

Qualis Health

Correct

VHQC

Qualis HealthX

VHQC

Incorrect

Q I O CO - B R A N D I N G

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Q I O CO - B R A N D I N G

When space is extremely limited because the item or publication is small in size, such as a pocket reference card for clinicians, QIOs may use the QIO Program logo without their corporate name or logo. In these cases, QIOs should use the minimum necessary language for the required disclaimer, which will serve to identify the QIO.

An example of a disclaimer with “minimum necessary language” is:

Provided by [QIO Name], the Quality Improvement Organization for [name of state/territory].

Alternate Hierarchy #3: Program Logo Only

QIOs should refer to SDPS Memo 07-067-GN for more information about disclaimer language and ask their COR for clarification if necessary.

Please note that disclaimers must be included on all materials that fall within the requirements stated in SDPS Memo 07-067-GN, regardless of the branding hierarchy that is applied.

In cases where a QIO is distributing copyrighted materials that it was given the right to use, no logos should appear; however, the attribution statement required by the organization providing the materials (if any) should be used, along with the required CMS disclaimer.

Disclaimers

QIOs have the option of placing the QIO Program logo and their corporate logo in separate locations on the same item (i.e., not immediately adjacent to each other). It is an appropriate solution when QIOs want to add their corporate logo to CMS-developed materials that are pre-branded with the Program logo, or when space is limited.

The corporate logo cannot be larger than the Program logo in any dimension. If the QIO Program logo is in color, the corporate logo may be in color or black and white. If the QIO Program logo is black and white, the corporate logo should be black and white.

Alternate Hierarchy #2: Program Logo & Corporate Logo on Same Item www.vhqc.org www.vhqc.orgwww.cms.gov/qualityimprovementorgs

QIO Program Brand Guidelines | 17

CO LO R PA L E T T E

Color is a critical component of any brand identity system. The primary color palette should be used consistently as a foundation for branded materials, while the secondary colors are to be used as accents. The secondary palette shown below is a suggested sampling of recommended colors.

PMS 287 C

C 100 M 68 Y 0 K 12

R 0 G 83 B 155

PMS 110 C

C 0 M 12 Y 100 K 7

R 241 G 203 B 0

PMS 298 C

C 69 M 7 Y 0 K 0

R 19 G 181 B 234

PMS 2935 C

C 100 M 46 Y 0 K 0

R 0 G 118 B 192

PMS 7417 C

C 0 M 75 Y 75 K 0 R 242 G 102 B 73

PMS 7496 C

C 40 M 0 Y 100 K 38

R 109 G 141 B 36

PMS 144 C

C 0 M 48 Y 100 K 0 R 248 G 151 B 29

PMS Cool Gray 8 C C 0 M 1 Y 0 K 43

R 161 G 161 B 164

PMS 5425 C

C 30 M 4 Y 0 K 31

R 128 G 161 B 182

PMS 551 C

C 27 M 3 Y 0 K 13

R 160 G 196 B 218

PMS 5793 C

C 4 M 0 Y 21 K 18

R 206 G 208 B 180

PMS 7502 C

C 0 M 8 Y 35 K 10

R 232 G 211 B 162

PMS 616 C

C 0 M 2 Y 35 K 9

R 236 G 223 B 167

PMS Cool Gray 3 C C 0 M 7 Y 0 K 17

R 216 G 217 B 218

Primary

Secondary

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In design, colors are built and identified using four different methods:

Pantone Matching System (PMS) - PMS is a proprietary color system that has become the industry standard for solid ink colors, allowing designers to accurately “color match” when a design enters the production stage, regardless of the equipment used to produce the color.

Cyan, Magenta, Yellow, blacK (CMYK) color model - CMYK is used to describe the subtractive 4-color model for combining various percentages of cyan, magenta, yellow, and black to achieve a wide range of color shades for printed materials. The majority of the world’s printed materials are produced using the CMYK process.

Red, Green, Blue (RGB) color model - RGB is used to describe the additive model used to produce a wide array of colors, derived from the three primary colors. RGB color profiles are used primarily for web and on-screen outputs (e.g., Microsoft Word and PowerPoint).

Hexadecimal (HEX) codes - Hexadecimal is a numeral system used in computing where “hex” codes are derived from binary equations. For web representation of color, RGB values are converted to hex values to create any given color through a mathematical code.

More on Color

QIO Program Brand Guidelines | 19

Using the Brand Colors in a Desktop Publishing Environment – When using any of the Microsoft Word and PowerPoint QIO Program-branded templates, the colors of various elements (e.g. text, objects, bullets, backgrounds, etc.) can be changed to match any of the colors within the QIO Program brand color palette:

1. Select the text, objects, bullets, backgrounds, etc. that you wish to display in one of the brand colors.

2. Click the drop-down arrow next to the Font Color or Shape Fill icons and select “More Colors” or “More Fill Colors.”

3. At the top of the color window, select “Custom.”

4. The Color Module will default to RGB. Enter the RGB color values as indicated in the “Color Palette” section.

5. Click “OK” to change the color of the selected item.

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The QIO Program brand leverages two different sets of fonts. The first set is for formal communications materials that are developed by professional designers using Adobe® Creative Suite® software, including InDesign, Photoshop, and Illustrator. The second set is for practical everyday use by most Program stakeholders using desktop publishing software, including Microsoft® Word, PowerPoint, and Publisher.

Each set contains both a sans-serif primary and serif secondary typeface that work harmoniously together. In typography, serifs are the semi-structural details on the ends of the strokes that make up letters. Serif typefaces are more legible when used in body copy, whereas sans-serif typefaces are used to draw emphasis to more significant text such as headlines.

T Y P O G R A P H Y

Serif Sans-Serif

Professional Use Minion Pro Myraid Pro

Everyday Use Times New Roman Arial

Which fonts should we use?

Serif Sans-Serif

• Body of text, particularly when documents are long or text-heavy

• Better for printed documents

• Titles, headlines, and sub-heads

• Better for online-only (screen-based) documents

• Captions, callout boxes, informational graphics, and other “subordinate text” to be distinguished from the body text

When should we use serif versus sans-serif?

QIO Program Brand Guidelines | 21

T Y P O G R A P H Y

Myriad Pro Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Myriad Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Myriad Pro Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Myriad Pro Semibold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Myriad Pro Semibold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Myriad Pro Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Myriad Pro Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Myriad Pro Light Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Myriad Pro Light Condensed Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Myriad Pro Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Myriad Pro Condensed Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Myriad Pro Bold Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Myriad Pro Bold Condensed Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Professional Use: Myriad Pro (Primary)

Professional designers developing QIO Program communications materials should use the sans-serif font Myriad Pro for titles, headlines, and sub-heads to draw attention.

Myriad Pro Condensed typefaces are recommended for captions, callout boxes, informational graphics, and other subordinate text. It is not meant for headlines or body copy.

Myriad Pro Light or Myriad Pro Regular may be used for body, although the serif typeface Minion is recommended for long documents and publications.

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Minion Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Minion Pro Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Minion Pro Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Minion Pro Medium Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Minion Pro Semibold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Minion Pro Semibold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Professional Use: Minion Pro (Secondary)

Professional designers developing QIO Program communications materials should use the serif font Minion Pro for body copy only in long documents and publications.

T Y P O G R A P H Y

Minion Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Minion Pro Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Minion Pro Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Minion Pro Medium Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Minion Pro Semibold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Minion Pro Semibold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

QIO Program Brand Guidelines | 23

T Y P O G R A P H Y

Arial Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Arial Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Arial Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Arial Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

In desktop publishing environments, use Arial if Myriad Pro is not available.

This alternate typeface was selected for screen-based and Microsoft applications. Arial has similar characteristics as the professional typeface Myriad Pro and is a suitable replacement when Myriad Pro is not available. Only use the weights and styles shown here.

Desktop Publishing/Everyday Use: Arial (Primary)

Times New Roman Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Times New Roman Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Times New Roman Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Times New Roman Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

In desktop publishing environments, use Times New Roman if Minion is not available. This alternate typeface was selected for both screen-based and Microsoft applications. Times New Roman has similar characteristics as the professional typeface Minion Pro and is a suitable replacement when Minion Pro is not available. Only use the weights and styles shown here.

Desktop Publishing/Everyday Use: Times New Roman (Secondary)

24 | www.cms.gov/qualityimprovementorgs

P H OTO U S AG E

Choose imagery that supports the patient-centered focus of QIO Program efforts. These images should portray a sense of genuine and individualized care. When possible, show people (patients) as opposed to things (buildings, technology). Select realistic images of patients as opposed to overly glamorous models. Similarly, avoid images of ill or unhappy individuals. Reflect the diversity of your state/territory’s Medicare population.

Patient-centered

Portray patients and health care providers as partners. Show one-on-one interactions between providers and patients where the subjects are positioned side-by-side in a care setting. Avoid images depicting dominance; where, for example, the provider is standing above the patient, pointing at the patient, or displaying any other type of aggressive body language.

Collaborative Patient-Provider Relationship

When not pictured in a care setting, older adults should be depicted in an active environment whenever possible. These images are positive in tone and portray individuals living a healthy lifestyle. Select realistic environments befitting a Medicare beneficiary lifestyle in your state/territory. Facial expressions should be genuine and appropriate for the subject matter. For instance, before you select a photo with eagerly smiling faces, consider your audience’s potential trepidation or unfavorable view of the subject matter.

An artificially “happy” photo could undermine the credibility and validity of your message and alienate your audiences before you have the chance to engage them.

Active Lifestyle

Visual imagery is a vital component of QIO Program communications. Visual imagery – specifically photography – can be used to help position QIO Program efforts as patient-centered, collaborative, credible, committed, trusted, and knowledgeable. Following these guidelines for photo use will ensure that our communications have a cohesive look that reinforces our brand attributes.

QIO Program Brand Guidelines | 25

PAG E L AYO U T S

The one-, two-, and three-column grid options should help guide the placement of all headlines, body text, images, sidebars, and pull quotes.

Headlines may cut across all columns, but they should be flush left with one of the vertical grid lines. Body text should always fall within the

3-column Grid

0.625” 0.75”

0.75” 0.1875”

2.25”

0.5” 0.5”

0.25”

1-column Grid 2-column Grid vertical grid lines for reading consistency. Images and pull quotes should span a maximum of one or two columns, and never run across the entire page. Tables and graphs are an exception to vertical grid placement and should be formatted to effectively convey the information they contain.

This grid system is offered as a helpful guide for creating page layouts for publications and other marketing collateral. It provides a framework to accommodate content while maintaining the design integrity of the provided templates. These grid guidelines are not a directive and are meant to facilitate more expeditious production of QIO Program communication materials.

26 | www.cms.gov/qualityimprovementorgs

T E M P L AT E S

Report Cover (Professional Use)

Specific templates are available for experienced designers who have access to professional design programs such as Adobe® Creative Suite® software, including InDesign, Photoshop, and Illustrator.

The following templates have been created to provide consistency across all QIO Program communications and should help establish brand recognition across Program audiences. While their use is not specifically required by CMS, it is encouraged because these templates make communications more efficient and cost effective. The templates were developed with QIO co-branding as a primary consideration. The templates provide multiple opportunities for using photos to customize the product to your state/territory. Including images of local providers (with their permission) also is a form of recognition. Many hospital/health system PR departments can provide you with high quality photos.

Files for each template are posted on the National Collaborative Tool.

QIO Program Brand Guidelines | 27

Report Cover (Desktop Publishing Use)

A range of covers are available to accommodate novice users, who may have limited experience importing images into MS Word, to “power users,” who have the expertise to appropriately size and crop images within the template.

Carefully consider the orientation of the image, whether horizontal or vertical, when selecting photos.

28 | www.cms.gov/qualityimprovementorgs

Brochure (5.5”x8.5”)

QIO Program

Brochure Title Goes Here

For more information on the CMS QIO Program, visit www.cms.gov/qualityimprovementorgs

This material was prepared by VHQC, the Quality Improvement Organization Support Center for Communications, under contract with the Centers for Medicare & Medicaid Services (CMS), an agency of the U.S. Department of Health and Human Services. VHQC/CommQIOSC/7/27/2011/1145

Sample Subheadline

Ribus int, sunt. Aximi, ommo blabo. Itatis ipiduciur? Catemqu iditatis dolut liant pre, illestotatet assum seceatio. Itatur magnit iniantur? Quias eium que sus erit aute expliquo qui ra ea eseditibus commolo rionect iaecusa con nis demporepudis dolore estem dolorem et etur maionse ndiatur aut optatur ma idus, conest maxim quationem ium quamenimus dolecabo. Raectem earciti umquatur, sunt aliciet el iur, quiae. Tur?

Quistiatia aut odiciet harios et audi nobitiis antem nusa nonsequam venimet expeliati ut volupicaecum evenit facearchit alitatempor aute eatum inistis inctorae. Simos et adi dignis eum inistis.

Sample Subheadline

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• Saniet qui ommod eaquide ndigent estis expelit iiscilit faceratem facculpa

• Everro cuptati amenecus volores el imus pliqui dolorep erferorunt quia volorep edipsus

• Volores el imus pliqui dolorep erfe rorunt quia volorep edipsus verro cuptati amenecus

Sample Headline Sample introduction copy. Samus ma porrum sed quam verfers pelibus rate evelibu vendicides eossitiam, ut odissitis porrum sed quam verfers pelibus rate evelibu sciducita quo volupta eptatur ma porrum sed quam verfers pelibus rate evelibu vendicides eossitiam, ut odissitis porrum sed quam verfers pelibus rate evelibu sciducita quo volupta.

Sample Subheadline

Ribus int, sunt. Aximi, ommo blabo. Itatis ipiduciur? Catemqu iditatis dolut liant pre, illestotatet assum seceatio. Itatur magnit iniantur? Quias eium que sus erit aute expliquo qui ra ea eseditibus commolo rionect iaecusa con nis demporepudis dolore estem dolorem et etur maionse ndiatur aut optatur ma idus, conest maxim quationem ium dolorio doloreped qui dolut aut magnati te volupta quamenimus dolecabo.

Raectem earciti umquatur, sunt aliciet el iur, quiae. Tur? Quistiatia aut odiciet harios et audi nobitiis antem nusa nonsequam venimet expeliati ut volupicaecum evenit facearchit alitatempor aute eatum inistis inctorae. Simos et adi dignis eum inistis.

Sample Subheadline

Fugatat fugia ipsus eribus et aut int, volorest, es exerrov iduciet dem ero blaccus, sit estrum eaquam, alit aborit unditia nis reperum nonsequi omnimus aut dolupta ssuntotaquam estium quaeribus deliqui qui am quiscip

• Saniet qui ommod eaquide ndigent estis expelit iiscilit faceratem facculpa

• Everro cuptati amenecus volores el imus pliqui dolorep erferorunt quia volorep edipsus

• Volores el imus pliqui dolorep erfe rorunt quia volorep edipsus verro cuptati amenecus

Sample Headline Sample introduction copy. Samus ma porrum sed quam verfers pelibus rate evelibu vendicides eossitiam, ut odissitis porrum sed quam verfers pelibus rate evelibu sciducita quo volupta eptatur ma porrum sed quam verfers pelibus rate evelibu vendicides eossitiam, ut odissitis porrum sed quam verfers pelibus rate evelibu sciducita quo volupta.

“Samus ma porrum sed quam verfers pelibus rate evelibu vendicides eossitiam, ut odissitis porrum sed quam verfers pelibus rate evelibu sciducita quo.”

Sample Subheadline

Ribus int, sunt. Aximi, ommo blabo. Itatis ipiduciur? Catemqu iditatis dolut liant pre, illestotatet assum seceatio. Itatur magnit iniantur? Quias eium que sus erit aute expliquo qui ra ea eseditibus commolo rionect iaecusa con nis demporepudis dolore estem dolorem et etur maionse ndiatur aut optatur ma idus, conest maxim quationem ium dolorio doloreped qui dolut aut magnati te volupta quamenimus dolecabo.

Raectem earciti umquatur, sunt aliciet el iur, quiae. Tur? Quistiatia aut odiciet harios et audi nobitiis antem nusa nonsequam venimet expeliati ut volupicaecum evenit facearchitimos et adi dignis eum inistis pelitas estrum utaturiossim acit officto occatur, seque vendis exerum atium rest modigent laborumque re, as ent.

Sample Subheadline

Fuga. Itat fugia ipsus eribus et aut int, volorest, es exerrov iduciet dem ero blaccus, sit estrum eaquam, alit aborit unditia nis reperum nonsequi omnimus aut dolupta ssuntotaquam estium quaeribus deliqui qui am quiscip saniet qui ommod eaquide ndigent estis expelit iiscilit faceratem facculpa everro cuptati amenecus volores el imus pliqui dolorep erferorunt quia volorep edipsus.

Lestotatur, nimaion rerum faccus inimili quaest hari corerum et inus, ut id oditatur ab imo temporpor oditatur ab imo temporpor ullaturist rem comnihit est, alit ut estis ma volores pe quaerum qui audaecum est, ut omnist, consequamus suntibus.

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Specific templates are available for experienced designers who have access to professional design programs such as Adobe® Creative Suite® software, including InDesign, Photoshop, and Illustrator.

QIO Program Brand Guidelines | 29

Sample Headline Sample introduction copy. Samus ma porrum sed quam verfers pelibus rate evelibu vendicides eossitiam, ut odissitis porrum sed quam verfers pelibus rate evelibu sciducita quo volupta. Samus vendicides eossitiam, ut odissitis porrum sed quam verfers pelibus rate evelibu sciducita quo volupta vendicides eossitiam, ut odissitis porrum.

Sample Subheadline

Ribus int, sunt. Aximi, ommo blabo. Itatis ipiduciur?

Catemqu iditatis dolut liant pre, illestotatet assum seceatio.

Itatur magnit iniantur? Quias eium que sus erit aute expliquo qui ra ea eseditibus commolo rionect iaecusa con nis demporepudis dolore estem dolorem et etur maionse ndiatur aut optatur ma idus, conest maxim quationem quamenimus dolecabo. Raectem earciti umquatur, sunt volupicaecum evenit facearchit alitatempor aute eatum estrum utaturiossim acit officto occatur, seque vendis exerum atium rest modigent laborumque re, as ent. Ribus int, sunt. Aximi, ommo blabo. Itatis ipiduciur? Catemqu iditatis dolut liant pre, illestotatet assum seceatio. Itatur magnit iniantur? Quias eium que sus erit aute expliquo qui ra ea eseditibus commolo rionect iaecusa con nis

Sample Subheadline

Demporepudis dolore estem dolorem et etur maionse ndiatur aut optatur ma idus, conest maxim quationem quamenimus dolecabo. Raectem earciti umquatur, sunt volupicaecum evenit facearchit alitatempor aute eatum estrum utaturiossim acit officto occatur, seque vendis exerum atium rest modigent laborumque re, as ent.

“Samus ma porrum sed quam verfers pelibus rate evelibu vendicides eossitiam, ut odissitis porrum sed quam verfers pelibus rate evelibu sciducita quo.”

Sample Subheadline

• Saniet qui ommod eaquide ndigent estis expelit iiscilit faceratem facculpa

• Everro cuptati amenecus volores el imus pliqui dolorep erferorunt quia volorep edipsus

• Volores el imus pliqui dolorep erfe rorunt quia volorep edipsus verro cuptati amenecusdolupta taquam, veles susda ventoria nimollo repraep llamusam ea sum iligeniendis ma porera aut dolest inulpa comnist

• Volor repudam, vel ipsam reius dolorernam, untiber fernatur alis atium etus alibus core, senditis sam rema velecae si ut

• Porro blamus, sunt eatis eostiore dolupti aepudis con nam seditissin ped quas as nobitius sit destinci

• Volor repudam, vel ipsam reius dolorernam, untiber core, senditis sam rema fernatur alis atium ealis atium etus fernatur alis atium etus alibus

Sample Subheadline

Demporepudis dolore estem dolorem et etur maionse ndiatur aut optatur ma idus, conest maxim quationem quamenimus dolecabo. Raectem earciti umquatur, sunt volupicaecum evenit facearchit alitatempor aute eatum exerum atium rest modigent laborumque re, as ent.

Sample Headline Sample introduction copy. Samus ma porrum sed quam verfers pelibus rate evelibu vendicides eossitiam, ut odissitis porrum sed quam verfers pelibus rate evelibu sciducita quo volupta eptatur pliqui dolorep erferorunt quia volorep edipsus. Samus ma porrum sed quam verfers.

• Ritatem reicili ctiaspe dolupta taquam, veles susda ventoria nimollo repraep llamusam ea sum iligeniendis ma porera aut dolest inulpa comnist venimus, sitat aut

• Volor repudam, vel ipsam reius dolorernam, untiber fernatur alis atium etus alibus core, senditis sam rema velecae si ut pore, vidunt aut porempo

• Porro blamus, sunt eatis eostiore dolupti aepudis con nam seditissin ped quas as nobitius sit destinci sectem

• Volor repudam, vel ipsam reius dolorernam, untiber fernatur alis atium etus alibus core, senditis sam rema

Pelibus rate evelibu sciducita quo volupta eptatur pliqui dolorep erferorunt quia volorep.

For More Information:

Call 123-456-7890 or visit www.cms.gov/qualityimprovementorgs

Saniet qui ommod eaquide ndigent estis expelit iiscilit faceratem facculpa aniet qui ommod eaquide ndigent estis expelit iiscilit faceratem facculpa.

This material was prepared by VHQC, the Quality Improvement Organization Support Center for Communications, under contract with the Centers for Medicare & Medicaid Services (CMS), an agency of the U.S. Department of Health and Human Services. VHQC/CommQIOSC/7/27/2011/1145

QIO Program

Brochure Title Goes Here

Sample Headline Sample introduction copy. Samus ma porrum sed quam verfers pelibus rate evelibu vendicides eossitiam, ut odissitis porrum sed quam verfers pelibus rate evelibu sciducita quo volupta eptatur pliqui dolorep…