CMS

📋 1 Guidelines

🔗 Connections

Sector

Public sector Healthcare

Region

Usa

Guideline Year

2024

Language

English

Tags

Health

Official Websites

Brand Guidelines

2024

Categories

Brand Voice
  • CMS communications should always sound the same. Our language can change to reflect an audience-appropriate level of content (partner, provider, consumer, etc.), but our tone of voice (TOV) should be consistent across all media and products and across CMS programs. Users should have the same CMS experience whether they visit our websites, call a toll-free line, get a notice in the mail, see a television commercial, talk to a caseworker, or read a CMS publication. The tone of voice should be consistent whether it’s CMS speaking, or one of CMS’ programs (e.g., Medicare, Medicaid, CHIP, the Health Insurance Marketplace®).
  • We know that people want CMS to be reassuring, helpful, stable, and trustworthy. We know they value the ideas of fairness and accuracy. Our goal is to create a consistent, rewarding experience that encourages commitment to CMS as the official source for program information. For more specific guidance, view the Guidelines for Effective Writing on CMS.gov.
Brand Imagery
  • The CMS logo should never be recreated. If you believe your program or initiative needs its own distinctive brand, send a request to MultimediaServices@cms.hhs.gov.
  • The logo is composed of the letters CMS and a two-color graphic image. The preferred use in most cases also includes the words “Centers for Medicare & Medicaid Services.”
  • If you are not using color, use black. You can also use a negative logo, which is reversed out in white. Make sure you use a background color that contrasts sufficiently with the logo.
  • The CMS logo should be no less than 120 pixels wide so that it is legible. An option without the agency signature is available for templates where space is limited, such as business cards and social media banners.
  • The logo should not bleed off any edge. It should sit at least 1/8 inch inside any item’s edges.
  • The clear space around the CMS logo prevents any nearby text, image, or illustration from interfering with it. Any type of graphic components must be at least “x” distance from the logo, where “x” is the height of the “C” in the logo.
  • The CMS logo must be used correctly. Deviation from the guidelines can weaken the impact of the CMS identity and program branding efforts.
  • Do not alter the position of the elements.
  • Do not alter or change the typeface.
  • Do not combine with other elements to create a new logo, symbol, etc.
  • Do not rotate.
  • Do not stretch, distort, or otherwise alter the aspect ratio.
  • Do not add texture or alter the color.
Color Palette
  • The CMS brand is made up of two primary colors and a secondary accent color. The two primary colors are used in the CMS logo. The secondary color complements the primary colors and adds more visual interest to layouts. The secondary color is also used in other internal and external CMS brands as a way to tie them together.
  • CMS Blue CMYK 99/74/16/3 RGB 1 /83/144 HEX #015390
  • CMS Gold CMYK 5/1 6/88/0 RGB 244/206/59 HEX #f3ce3b
  • CMS Bright Blue CMYK 78/14/0/9 RGB 0/1 54/208 HEX #009ad0
  • The CMS Strategic Plan uses an extended color palette that complements the primary colors of the CMS brand, giving initiative owners more flexibility to visually distinguish between programs.
  • Each Strategic Plan “Pillar” and Cross-Cutting Initiative (CCI) is assigned a color. That color should be used as the dominant color in all related communication materials to support the programs’ visual identity.
  • CMYK 12/69/90/1 RGB 216/109/54 HEX #d76c35
  • CMYK 13/83/1 00/3 RGB 208/79/39 HEX #cf4f27
  • CMYK 27/98/82/25 RGB 149/32/46 HEX #941f2e
  • CMYK 35/100/44/16 RGB 150/29/86 HEX #961 d56
  • CMYK 18/32/1 00/0 RGB 214/170/42 HEX #d6aa2a
  • CMYK 56/14/100/1 RGB 128/171/64 HEX #80ab40
Typography
  • Make all words the same size and font (at least an 8 point sans serif font such as Frutiger Bold or Arial Bold).
  • Put all letters in uppercase except for the word “for.”
  • Use an ampersand (&) instead of “and.”
  • Use black or CMS blue.
  • Use yellow or white if the background is dark.
  • Example (12 point Arial Bold) CENTERS for MEDICARE & MEDICAID SERVICES
  • For a product that is entirely in Spanish, use the words Centros de Servicios de Medicare y Medicaid
  • Do not alter or change the typeface.
Logo Usage
  • The CMS logo should never be recreated. If you believe your program or initiative needs its own distinctive brand, send a request to MultimediaServices@cms.hhs.gov.
  • The logo is composed of the letters CMS and a two-color graphic image. The preferred use in most cases also includes the words “Centers for Medicare & Medicaid Services.”
  • If you are not using color, use black. You can also use a negative logo, which is reversed out in white. Make sure you use a background color that contrasts sufficiently with the logo.
  • The CMS logo should be no less than 120 pixels wide so that it is legible. An option without the agency signature is available for templates where space is limited, such as business cards and social media banners.
  • The logo should not bleed off any edge. It should sit at least 1/8 inch inside any item’s edges.
  • The clear space around the CMS logo prevents any nearby text, image, or illustration from interfering with it. Any type of graphic components must be at least “x” distance from the logo, where “x” is the height of the “C” in the logo.
  • The CMS logo must be used correctly. Deviation from the guidelines can weaken the impact of the CMS identity and program branding efforts.
  • Do not alter the position of the elements.
  • Do not alter or change the typeface.
  • Do not combine with other elements to create a new logo, symbol, etc.
  • Do not rotate.
  • Do not stretch, distort, or otherwise alter the aspect ratio.
  • Do not add texture or alter the color.
  • If the CMS logo and DHHS logo are used on the same page, the DHHS logo must be more prominent in the layout. When placed side by side, the DHHS logo and CMS logo should follow a set relationship, referred to as a lockup.
  • The DHHS logo must always be placed to the left.
  • There should be a minimum of two “X’s” between the logos, where “X” is the height of the letters CMS. The bottom should align with the beak and tail of the HHS logo.
  • The CMS logo is the Agency’s primary organizational brand. Agency components within CMS should use their respective CMS organizational branded logo developed for their unit.
  • Individual Offices/Centers/Regions that had developed and may currently be using a consistent and recognized individual mark should only use the CMS logo.
  • The Office of Communications/Division of Multimedia Services will use only the DHHS logo and CMS logo in the materials it develops for CMS components. Organizational levels below the component level (e.g., groups or divisions) should not use any subordinate organization logos.
  • The component name will appear centered beneath the logo in blue, all caps.
  • Note: the component name should not use an ampersand in place of “and.”
Tone And Messaging
  • CMS communications should always sound the same. Our language can change to reflect an audience-appropriate level of content (partner, provider, consumer, etc.), but our tone of voice (TOV) should be consistent across all media and products and across CMS programs. Users should have the same CMS experience whether they visit our websites, call a toll-free line, get a notice in the mail, see a television commercial, talk to a caseworker, or read a CMS publication. The tone of voice should be consistent whether it’s CMS speaking, or one of CMS’ programs (e.g., Medicare, Medicaid, CHIP, the Health Insurance Marketplace®).
  • We know that people want CMS to be reassuring, helpful, stable, and trustworthy. We know they value the ideas of fairness and accuracy. Our goal is to create a consistent, rewarding experience that encourages commitment to CMS as the official source for program information. For more specific guidance, view the Guidelines for Effective Writing on CMS.gov.
Visual Style
  • The CMS logo should never be recreated. If you believe your program or initiative needs its own distinctive brand, send a request to MultimediaServices@cms.hhs.gov.
  • The logo is composed of the letters CMS and a two-color graphic image. The preferred use in most cases also includes the words “Centers for Medicare & Medicaid Services.”
  • If you are not using color, use black. You can also use a negative logo, which is reversed out in white. Make sure you use a background color that contrasts sufficiently with the logo.
  • The CMS logo should be no less than 120 pixels wide so that it is legible. An option without the agency signature is available for templates where space is limited, such as business cards and social media banners.
  • The logo should not bleed off any edge. It should sit at least 1/8 inch inside any item’s edges.
  • The clear space around the CMS logo prevents any nearby text, image, or illustration from interfering with it. Any type of graphic components must be at least “x” distance from the logo, where “x” is the height of the “C” in the logo.
  • Make all words the same size and font (at least an 8 point sans serif font such as Frutiger Bold or Arial Bold).
  • Put all letters in uppercase except for the word “for.”
  • Use an ampersand (&) instead of “and.”
  • Use black or CMS blue.
  • Use yellow or white if the background is dark.
  • Do not alter the position of the elements.
  • Do not alter or change the typeface.
  • Do not combine with other elements to create a new logo, symbol, etc.
  • Do not rotate.
  • Do not stretch, distort, or otherwise alter the aspect ratio.
  • Do not add texture or alter the color.
  • CMS Blue CMYK 99/74/16/3 RGB 1 /83/144 HEX #015390
  • CMS Gold CMYK 5/16/88/0 RGB 244/206/59 HEX #f3ce3b
  • CMS Bright Blue CMYK 78/14/0/9 RGB 0/154/208 HEX #009ad0
Layout And Composition
  • The CMS logo should be no less than 120 pixels wide so that it is legible. An option without the agency signature is available for templates where space is limited, such as business cards and social media banners.
  • The logo should not bleed off any edge. It should sit at least 1/8 inch inside any item’s edges.
  • The clear space around the CMS logo prevents any nearby text, image, or illustration from interfering with it. Any type of graphic components must be at least “x” distance from the logo, where “x” is the height of the “C” in the logo.
  • Make all words the same size and font (at least an 8 point sans serif font such as Frutiger Bold or Arial Bold).
  • Put all letters in uppercase except for the word “for.”
  • Use an ampersand (&) instead of “and.”
  • Use black or CMS blue.
  • Use yellow or white if the background is dark.
  • Do not alter the position of the elements.
  • Do not alter or change the typeface.
  • Do not combine with other elements to create a new logo, symbol, etc.
  • Do not rotate.
  • Do not stretch, distort, or otherwise alter the aspect ratio.
  • Do not add texture or alter the color.
  • If the CMS logo and DHHS logo are used on the same page, the DHHS logo must be more prominent in the layout. When placed side by side, the DHHS logo and CMS logo should follow a set relationship, referred to as a lockup.
  • The DHHS logo must always be placed to the left.
  • There should be a minimum of two “X’s” between the logos, where “X” is the height of the letters CMS. The bottom should align with the beak and tail of the HHS logo.
  • The CMS logo should be less prominent than the DHHS logo.
  • Avoid the improper placement of logos. Here the CMS logo is on the left and DHHS logo is on the right. The DHHS logo must always be placed to the left of CMS logo when side by side.
Brand Architecture
  • CMS is part of the larger family of Agencies in the Department of Health and Human Services. Our branding strategy, messages and visual identity are organized in a way that acknowledges our place in the Department, and works collaboratively with the DHHS Identity Program.
  • CMS must be strategic around the positioning and creation of its unique programmatic, organizational, and short-term project-based brands:
  • Programmatic brands are tied to strong independent programs like Medicare, Medicaid, and the Health Insurance Marketplace®. They have a strong direct relationship with customers who directly benefit from the programs. These brands are often used independently of CMS because they’re easily recognized and understood by our customers.
  • Organizational units serve CMS and must be tied closely to CMS to strengthen and reinforce the CMS brand. See page 12 for more information on organizational branding guidelines.
  • Short-term brands mostly represent time-limited initiatives tied to one or more independent programs. An example would be a 4-month paid media campaign with a specific tagline.
  • This Guide outlines visual identity standards for the CMS brand and provides communications resources to guide other activities.
Co Branding
  • Sometimes it is appropriate for CMS to co-brand a product or initiative with another government or private organization. Co-branding should not be considered unless a formal agreement is in place. This determination takes time and is reviewed by multiple levels in the Agency. To pursue an agreement, the first step is to contact the Office of Communications/Partner Relations Group at Partnership@cms.hhs.gov. After an agreement is reached, the CMS Office of Communications/Logos@cms.hhs.gov can provide guidance on the proper usage and placement of the CMS brand mark when co-branding specific products.
Standard Business Templates
  • To ensure CMS presents a consistent brand to our external audiences, we strongly encourage the use of approved templates for standard communications, including Microsoft PowerPoint® presentation slides, business cards, and listserv e-mail messages. If you need a template, email MultimediaServices@cms.hhs.gov.
  • Standard PowerPoint® title slide (multiple options available):

  • Standard business card templates

  • Standard listserv e-mail template

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