HiP

📋 1 Guidelines

🔗 Connections

Sector

Public sector Healthcare

Region

Usa

Guideline Year

2018

Language

English

Tags

Health

Official Websites

Brand Guidelines

2018

Brand Summary

Mission
  • To provide health insurance coverage to all qualifying Hoosiers who are not covered by Medicaid or Medicare and have not been able to afford insurance on their own. HIP is a program for Hoosiers ages 19-64 who are not disabled and meet income eligibility requirements [^1].
Core Values
  • Cooperation
  • Collaboration
  • Integrity
  • Assistance
  • Concern
  • Enthusiasm [^2]
Target Audience
  • Hoosiers ages 19-64 who are not disabled, meet income eligibility requirements, and are not covered by Medicaid or Medicare [^3].
Personality Traits
  • Compassion
  • Attentiveness
  • Resourcefulness
  • Trustworthiness
  • Vibrant
  • Authentic
  • Mature
  • Open
  • Caring
  • Clear
  • Calm
  • Transparent
  • Concise [^4]
Visual Identity Overview
  • The visual identity is defined by consistent use of logos, colors, fonts, and photography. The logo features the acronym ‘HIP’ with the ‘I’ stylized as the state of Indiana. Primary colors are orange, gray, and white, with secondary colors used sparingly. Typography includes Minion Pro and Myriad Pro font families. Photography emphasizes happy, productive adults in natural, sunlit settings. Iconography is used for information graphics, especially in collateral pieces [^5].

Categories

Brand Voice
  • The brand is also reflected in the language used to describe the brand and its services. Understandability is the primary goal of informational materials regarding the HIP and affiliated programs. We attempt to achieve this goal through the brand values and brand voice.
  • The voice of the brand is expressed in writing style and word choice as well as in photo selection and graphic design. The voice is present in virtually every touch point between the brand and consumer.
  • In its communications, the HIP brand voice will express compassion, attentiveness and desire to find a solution. It will convey a genuine tone that reflects resourcefulness and engenders trust.
  • The language will always be frank and simple, clear and concise and ultimately read at a fifth-grade level to enhance understanding. It will be knowledgeable and well-informed and indicate an enthusiasm to provide service.
  • • Vibrant • Authentic • Trustworthy • Mature
  • • Open, caring • Clear, calm, transparent and concise • Accessible and understandable language
Brand Imagery
  • Sample photography is shown here. The logo or icons may be placed over the images, but not over the faces in a photo. The photography that is recommended are photos of happy, productive adults. On this page, you will find stock photos that are used purely for examples. Real photos of real Hoosiers are recommended but not required.
  • Four-color photography with primary brand colors are recommended. A secondary color may be used to highlight key words.
  • It is preferable to use the two-color version of the HIP logo. If the two-color logo cannot be used, then the one­color logo is recommended.
  • The one-color logo may only be used in the defined primary color palette.
  • You may use the reversed logo on the primary and secondary color palette.
  • Logo can also be reversed out on a photo but is not recommended.
  • Don’t use a busy, complex background that interferes with the legibility.
  • Don’t change the value of the colors. They should not be lightened or darkened.
  • Don’t add or subtract elements.
  • Don’t place the logo on an angle.
  • Don’t change the size or proportional relationships of the logo elements.
  • Don’t add shadows or any other 30 effects.
  • Don’t use any colors or color relationships not specified in the brand guide.
  • Don’t crop the logo.
Color Palette
  • The one-color logo may only be used in the defined primary color palette.
  • You may use the reversed logo on the primary and secondary color palette.
  • Don’t change the value of the colors. They should not be lightened or darkened.
  • Don’t use any colors or color relationships not specified in the brand guide.
  • PRIMARY COLORS Primary colors are the dominant colors in the palette. They’re used to construct the logo and word mark and may also cover large surface areas. These should be the first choices when selecting colors. PANTONE 158 C CMYK RGB HEX 2 66 100 0 239 118 34 #EF7622 PANTONE 425 C CMYK RGB HEX 0 0 0 80 88 89 91 #58585B WHITE CMYK RGB HEX 0 0 0 0 255 255 255 #FFFFFF
  • SECONDARY COLORS In almost all instances, the primary colors should be used. Secondary colors should be used sparingly as accent colors. Possible uses include design elements or colors for charts or graphs. PANTONE 7687 C CMYK RGB HEX 64 15 100 1 108 164 66 #6CA442 PANTONE 319 C CMYK RGB HEX 65 0 22 0 62 193 205 #3EC1CD PANTONE 123 C CMYK RGB HEX 0 24 91 0 255 198 39 #FFC627 PANTONE 7687 C CMYK RGB HEX 100 90 0 25 25 47 124 #182E7B PANTONE 2395 C CMYK RGB HEX 21 97 0 0 208 0 158 #D0009E PANTONE 1788 C CMYK RGB HEX 0 96 83 0 236 43 55 #EE2B37
  • Of the secondary colors, Pantone 7687 C – a rich royal blue – is earmarked for educational purposes. Brochures, posters and other materials whose key purpose is to educate audiences on HIP benefits and features should use this secondary color in their palettes. In the future, other secondary colors could be reserved for other purposes, such as to promote HIP programming or partners.
  • Four-color photography with primary brand colors are recommended. A secondary color may be used to highlight key words.
  • Secondary colors are recommended but primary can be used also.
Typography
  • Minion Pro is your primary font. This font will be used for headlines and body copy in print and web. If Minion Pro is not accessible, Garamond may be used as a substitute font.
  • Minion Pro Regular
  • Minion Pro Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
  • Minion Pro Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
  • Minion Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
  • Myriad Pro is your secondary font. This font will be used for sub-headlines. If Myriad Pro is not accessible, Helvetica may be used as a substitute font.
  • Myriad Pro Light
  • Myriad Pro Regular
  • Myriad Pro Italic
  • Myriad Pro Bold
  • Myriad Pro Black
Logo Usage
  • It is preferable to use the two-color version of the HIP logo. If the two-color logo cannot be used, then the one­color logo is recommended.
  • The one-color logo may only be used in the defined primary color palette.
  • You may use the reversed logo on the primary and secondary color palette.
  • Logo can also be reversed out on a photo but is not recommended.
  • Don’t use a busy, complex background that interferes with the legibility.
  • Don’t change the value of the colors. They should not be lightened or darkened.
  • Don’t add or subtract elements.
  • Don’t place the logo on an angle.
  • Don’t change the size or proportional relationships of the logo elements.
  • Don’t add shadows or any other 30 effects.
  • Don’t use any colors or color relationships not specified in the brand guide.
  • Don’t crop the logo.
Tone And Messaging
  • Understandability is the primary goal of informational materials regarding the HIP and affiliated programs. We attempt to achieve this goal through the brand values and brand voice.
  • Brand values are what we stand for as a brand. The brand values for HIP are drawn from the mission of the Family and Social Services Administration, which is: To develop, finance and compassionately administer programs to provide health care and other social services to Hoosiers in need in order to enable them to achieve healthy, self-sufficient and productive lives.
  • The mission of the Healthy Indiana Plan is to provide health insurance coverage to all qualifying Hoosiers who are not covered by Medicaid or Medicare and have not been able to afford insurance on their own. HIP is a program for Hoosiers ages 19-64 who are not disabled and meet income eligibility requirements.
  • The brand values for HIP are: • Cooperation • Collaboration • Integrity • Assistance • Concern • Enthusiasm
  • The voice of the brand is expressed in writing style and word choice as well as in photo selection and graphic design. The voice is present in virtually every touch point between the brand and consumer.
  • In its communications, the HIP brand voice will express compassion, attentiveness and desire to find a solution. It will convey a genuine tone that reflects resourcefulness and engenders trust.
  • The language will always be frank and simple, clear and concise and ultimately read at a fifth-grade level to enhance understanding. It will be knowledgeable and well-informed and indicate an enthusiasm to provide service.
  • • Vibrant • Authentic • Trustworthy • Mature
  • • Open, caring • Clear, calm, transparent and concise • Accessible and understandable language
Brand Values
  • Understandability is the primary goal of informational materials regarding the HIP and affiliated programs. We attempt to achieve this goal through the brand values and brand voice.
  • Brand values are what we stand for as a brand. The brand values for HIP are drawn from the mission of the Family and Social Services Administration, which is: To develop, finance and compassionately administer programs to provide health care and other social services to Hoosiers in need in order to enable them to achieve healthy, self-sufficient and productive lives.
  • The mission of the Healthy Indiana Plan is to provide health insurance coverage to all qualifying Hoosiers who are not covered by Medicaid or Medicare and have not been able to afford insurance on their own. HIP is a program for Hoosiers ages 19-64 who are not disabled and meet income eligibility requirements.
  • The brand values for HIP are: • Cooperation • Collaboration • Integrity • Assistance • Concern • Enthusiasm
Visual Style
  • It is preferable to use the two-color version of the HIP logo. If the two-color logo cannot be used, then the one­color logo is recommended.
  • The one-color logo may only be used in the defined primary color palette.
  • You may use the reversed logo on the primary and secondary color palette.
  • Logo can also be reversed out on a photo but is not recommended.
  • Don’t use a busy, complex background that interferes with the legibility.
  • Don’t change the value of the colors. They should not be lightened or darkened.
  • Don’t add or subtract elements.
  • Don’t place the logo on an angle.
  • Don’t change the size or proportional relationships of the logo elements.
  • Don’t add shadows or any other 30 effects.
  • Don’t use any colors or color relationships not specified in the brand guide.
  • Don’t crop the logo.
  • Primary colors are the dominant colors in the palette. They’re used to construct the logo and word mark and may also cover large surface areas. These should be the first choices when selecting colors.
  • PANTONE 158 C CMYK RGB HEX 2 66 100 0 239 118 34 #EF7622
  • PANTONE 425 C CMYK RGB HEX 0 0 0 80 88 89 91 #58585B
  • WHITE CMYK RGB HEX 0 0 0 0 255 255 255 #FFFFFF
  • In almost all instances, the primary colors should be used. Secondary colors should be used sparingly as accent colors. Possible uses include design elements or colors for charts or graphs.
  • PANTONE 7687 C CMYK RGB HEX 64 15 100 1 108 164 66 #6CA442
  • PANTONE 319 C CMYK RGB HEX 65 0 22 0 62 193 205 #3EC1CD
  • PANTONE 123 C CMYK RGB HEX 0 24 91 0 255 198 39 #FFC627
  • PANTONE 7687 C CMYK RGB HEX 100 90 0 25 25 47 124 #182E7B
  • PANTONE 2395 C CMYK RGB HEX 21 97 0 0 208 0 158 #D0009E
  • PANTONE 1788 C CMYK RGB HEX 0 96 83 0 236 43 55 #EE2B37
  • Of the secondary colors, Pantone 7687 C – a rich royal blue – is earmarked for educational purposes. Brochures, posters and other materials whose key purpose is to educate audiences on HIP benefits and features should use this secondary color in their palettes. In the future, other secondary colors could be reserved for other purposes, such as to promote HIP programming or partners.
  • Minion Pro is your primary font. This font will be used for headlines and body copy in print and web. If Minion Pro is not accessible, Garamond may be used as a substitute font.
  • Myriad Pro is your secondary font. This font will be used for sub-headlines. If Myriad Pro is not accessible, Helvetica may be used as a substitute font.
  • Sample photography is shown here. The logo or icons may be placed over the images, but not over the faces in a photo. The photography that is recommended are photos of happy, productive adults. On this page, you will find stock photos that are used purely for examples. Real photos of real Hoosiers are recommended but not required.
  • Four-color photography with primary brand colors are recommended. A secondary color may be used to highlight key words.
  • It is recommended to use four-color photography with colorful infographics.
  • Information graphics are key in communicating the brand. They are especially important for collateral pieces that explain the HIP process. Secondary colors are recommended but primary can be used also.
Iconography
  • Information graphics are key in communicating the brand. They are especially important for collateral pieces that explain the HIP process. Secondary colors are recommended but primary can be used also.
Photography Style
  • Sample photography is shown here. The logo or icons may be placed over the images, but not over the faces in a photo. The photography that is recommended are photos of happy, productive adults. On this page, you will find stock photos that are used purely for examples. Real photos of real Hoosiers are recommended but not required.
🐛 Report