Newfoundland and Labrador Health Services

Official Websites

• https://nlhealthservices.ca
• http://www.nlhealthservices.ca

Brand Guidelines

2025

Brand Summary

Mission

• To provide a unified, recognizable, and trusted health services brand that builds trust and recognition, making it easy for patients, families, and the people of Newfoundland and Labrador to identify services, programs, and information, and reinforcing confidence in the care provided [^1].

Core Values

• unity
• trust
• recognition
• consistency
• professionalism
• inclusion
• dedication to health and well-being
• pride in service
• collaboration

Target Audience

• Patients, families, the people of Newfoundland and Labrador, employees, physicians, students, volunteers, and internal entities within the provincial health authority [^2].

Personality Traits

• professional
• modern
• trustworthy
• inclusive
• dedicated
• unified

Visual Identity Overview

• The visual identity is built around a modern, geometric logo inspired by the provincial flag, using a medical cross and stylized map of Newfoundland and Labrador. The brand uses a focused color palette (red, gold, slate, blue, green, grey, black), consistent typography (Assistant and Arial), and clear logo usage rules to ensure a unified and professional appearance across all materials. Visual elements emphasize clarity, simplicity, and accessibility [^3].

Categories

Logo Usage

• The NL Health Services logo is the primary brand. It should be used in most situations-especially when NL Health Services is the sole communicator. This logo represents the entire organization.
• Please review the usage guidelines outlined in this document to understand how to use and apply the logo properly.
• Individual logos for subsets­such as departments, programs, divisions, tools, and other key services or business lines-are not permitted under the brand framework.
• When it is necessary to highlight a specific subset within NL Health Services, a bridgeline should be used. Refer to the Bridgeline section/ page 19.
• For versatility, the logo is available in both horizontal and vertical formats. It consists of two main components: The icon: This can be used in isolation as a watermark or background element but should never replace the full logo. The wordmark: This must never be used in isolation.
• Full colour: Used in all situations, where possible.
• One colour white (reverse): Used on dark backgrounds that provide adequate contrast.
• One colour black: Used when the full colour or reverse format are not an option.
• To keep the logo clear and uncluttered, always leave enough space around it. This safety zone ensures nothing interferes with the logo and its readability. On both vertical and horizontal versions, the safety zone is measured by the longest edge of the red elements of the icon.
• Proper logo sizing is essential for maintaining readability and ensuring a consistent look across the brand. Confirm the logo is applied at a reasonable size. The logo should never be overpowering (too large) or understated (too small) for the application. Always scale the logo proportionally. Never stretch, squish, or alter its proportions.
• Avoid reproducing the horizontal logo below 0.85” wide in print and 62 pixels wide in web use.
• Avoid reproducing the vertical logo below 0.5” wide in print and 36 pixels wide in web use.
• Do not skew the logo.
• Do not change colours.
• Do not replicate logo.
• Do not rotate logo.
• Do not add drop shadow or other effects.
• Do not place on background that does not provide enough contrast.
• Do not change layout.
• Do not place on busy backgrounds.
• Within the NL Health Services logo suite, there are many files available. Consult the chart below for reference. For any situation that will require professional printing, please ensure you’re sending the appropriate version of the logo.
• How to request a specific file format: ← Please email communications@NLHealthServices.ca and specify: (1) why the logo is needed, (2) where it will be used, (3) the required file format (4) confirmation of the respective director(s) and/or senior director(s) approval.
• The NL Health Services logo should appear on all materials, at a size large enough to be identifiable but allowing the campaign brand to lead (50-75% of size).
• The NL Health Services logo should have prominence.
• Logos should be locked up horizontally, with a line separating them, centrally aligned, and following adequate spacing as shown on this page.
• The partner logo should never be taller than the NL Health Services logo and the maximum width should not be larger than 75% of the NL Health Services logo.
• Only the horizontal NL Health Services logo can be used in this instance.
• All logos should be presented in the same colour combination -full colour/ black/ white.
• Use of a partnership lockup requires approval from the Communications Department.
• Logos should be locked up horizontally, with a line separating them, following the spacing shown on this page.
• Both logos should be presented in the same colour combination — full colour, white or black.
• Use of a government lockup requires approval from the Communications Department.
• Under the brand framework, individual logos for subsets are not permitted. When it is important to identify or highlight a particular subset, a bridgeline must be used.
• Bridgelines must not be altered in any way. Bridgeline owners must use the toolkit including the templates and assets provided.
• Please do not create your own bridgeline. Bridgelines are authorized and developed by the Communications Department based on an approved system.

Color Palette

• Colour is a key part of visual identity, and it is important to be consistent.
• CMYK and Pantone colour values are specific to ink and should be used for anything that will be printed. RGB and Hex values should be used when the end materials will be displayed digitally or on screen.
• Red Pantone 179 C Hex #ED3229 R 237 G 50 B 41 C 0 M 94 Y 94 K 0 50% 25%
• Gold Pantone 109 C Hex #FFCF00 R 255 G 207 B 0 C 1 M 17 Y 100 K 0 50% 25%
• Slate Pantone 532 C Hex #242A36 R 36 G 42 B 54 C 88 M 76 Y 30 K 82 50% 25%
• Blue Pantone 2133 C Hex #194792 R 25 G 71 B 146 C 92 M 63 Y 0 K 0 50% 25%
• Green Pantone 7739 C Hex #3F8F3D R 63 G 143 B 61 C 74 M 9 Y 100 K 0 50% 25%
• Grey Pantone Cool Grey 11 Hex #555555 R 85 G 85 B 85 C 64 M 56 Y 55 K 31 50% 25%
• Black Hex #000000 R 0 G 0 B 0 C 76 M 67 Y 66 K 86
• Using a focused number of colours helps to strengthen and unify the brand’s visual identity. A limited palette ensures designs remain clear, consistent, and engaging.
• The primary colour palette should always be the foundation for representing NL Health Services. However, secondary and accent colours can be thoughtfully introduced to create a harmonious and visually appealing extension of the brand. These colours are carefully selected to complement the primary palette, enhancing creativity while maintaining consistency.
• Secondary and accent colours should be used sparingly and always in combination with the primary colours to preserve the strength and integrity of the brand.
• The WCAG 2.1 provides clear recommendations on how to make content accessible for everyone, regardless of disability or device.
• These recommendations are based on three levels of compliance-A, AA, and AAA. We are aiming for the AA rating, which allows an adequate usage of colour, while still keeping designs accessible. Colour pairings with a contrast ratio of 4.5:1 (AA) and above provide sufficient accessibility for use in normal text, large text, and graphics. This can be easily checked using an online tool.
• Shown here are the primary and secondary brand colours and how accessible they are on a white background.
• Visit: webaim.org/resources/contrastchecker/ to check other colour combinations as needed.
• This colour combination is accessible for normal and large text*, as well as graphic elements.
• This colour combination is not accessible. Use Slate, Black, or another high contrast colour.
• This colour combination works for large text* and graphic elements, but not for normal text size.
• • Large text is defined as 14 point (typically 18.66px) and bold or larger, or 18 point (typically 24px) or larger.

Typography

• The NL Health Services brand uses one primary typeface: Assistant. This font should be used for all marketing and brand materials.
• Download typeface: https://fonts.google.com/specimen/Assistant
• There may be times when the primary typeface is unavailable. In these cases, use Arial as the alternative typeface.
• Arial is a system font that comes pre-installed on Windows, macOS, and many Linux distributions, making it one of the most widely available and cross-compatible fonts.

Visual Style

• The NL Health Services logo is the primary brand. It should be used in most situations-especially when NL Health Services is the sole communicator. This logo represents the entire organization. Please review the usage guidelines outlined in this document to understand how to use and apply the logo properly.
• Individual logos for subsets­such as departments, programs, divisions, tools, and other key services or business lines-are not permitted under the brand framework.
• When it is necessary to highlight a specific subset within NL Health Services, a bridgeline should be used. Refer to the Bridgeline section/ page 19.
• The icon: This can be used in isolation as a watermark or background element but should never replace the full logo.
• The wordmark: This must never be used in isolation.
• Full colour: Used in all situations, where possible.
• One colour white (reverse): Used on dark backgrounds that provide adequate contrast.
• One colour black: Used when the full colour or reverse format are not an option.
• To keep the logo clear and uncluttered, always leave enough space around it. This safety zone ensures nothing interferes with the logo and its readability. On both vertical and horizontal versions, the safety zone is measured by the longest edge of the red elements of the icon.
• Proper logo sizing is essential for maintaining readability and ensuring a consistent look across the brand. Confirm the logo is applied at a reasonable size. The logo should never be overpowering (too large) or understated (too small) for the application. Always scale the logo proportionally. Never stretch, squish, or alter its proportions.
• Avoid reproducing the horizontal logo below 0.85” wide in print and 62 pixels wide in web use.
• Avoid reproducing the vertical logo below 0.5” wide in print and 36 pixels wide in web use.
• Do not skew the logo.
• Do not change colours.
• Do not replicate logo.
• Do not rotate logo.
• Do not add drop shadow or other effects.
• Do not place on background that does not provide enough contrast.
• Do not change layout.
• Do not place on busy backgrounds.
• Colour is a key part of visual identity, and it is important to be consistent. CMYK and Pantone colour values are specific to ink and should be used for anything that will be printed. RGB and Hex values should be used when the end materials will be displayed digitally or on screen.
• Red Pantone 179 C Hex #ED3229 R 237 G 50 B 41 C 0 M 94 Y 94 K 0 50% 25% Gold Pantone 109 C Hex #FFCF00 R 255 G 207 B 0 C 1 M 17 Y 100 K 0 50% 25% Slate Pantone 532 C Hex #242A36 R 36 G 42 B 54 C 88 M 76 Y 30 K 82 50% 25% Blue Pantone 2133 C Hex #194792 R 25 G 71 B 146 C 92 M 63 Y 0 K 0 50% 25%
• Green Pantone 7739 C Hex #3F8F3D R 63 G 143 B 61 C 74 M 9 Y 100 K 0 50% 25%
• Grey Pantone Cool Grey 11 Hex #555555 R 85 G 85 B 85 C 64 M 56 Y 55 K 31 50% 25%
• Black Hex #000000 R 0 G 0 B 0 C 76 M 67 Y 66 K 86
• Using a focused number of colours helps to strengthen and unify the brand’s visual identity. A limited palette ensures designs remain clear, consistent, and engaging. The primary colour palette should always be the foundation for representing NL Health Services. However, secondary and accent colours can be thoughtfully introduced to create a harmonious and visually appealing extension of the brand. These colours are carefully selected to complement the primary palette, enhancing creativity while maintaining consistency. Secondary and accent colours should be used sparingly and always in combination with the primary colours to preserve the strength and integrity of the brand.
• The WCAG 2.1 provides clear recommendations on how to make content accessible for everyone, regardless of disability or device. These recommendations are based on three levels of compliance-A, AA, and AAA. We are aiming for the AA rating, which allows an adequate usage of colour, while still keeping designs accessible. Colour pairings with a contrast ratio of 4.5:1 (AA) and above provide sufficient accessibility for use in normal text, large text, and graphics. This can be easily checked using an online tool.
• This colour combination is accessible for normal and large text*, as well as graphic elements.
• This colour combination is not accessible. Use Slate, Black, or another high contrast colour.
• This colour combination works for large text* and graphic elements, but not for normal text size.
• • Large text is defined as 14 point (typically 18.66px) and bold or larger, or 18 point (typically 24px) or larger.
• The NL Health Services brand uses one primary typeface: Assistant. This font should be used for all marketing and brand materials.
• There may be times when the primary typeface is unavailable. In these cases, use Arial as the alternative typeface.

Layout And Composition

• On both vertical and horizontal versions, the safety zone is measured by the longest edge of the red elements of the icon.
• Proper logo sizing is essential for maintaining readability and ensuring a consistent look across the brand.
• Confirm the logo is applied at a reasonable size.
• The logo should never be overpowering (too large) or understated (too small) for the application.
• Always scale the logo proportionally. Never stretch, squish, or alter its proportions.
• Avoid reproducing the horizontal logo below 0.85” wide in print and 62 pixels wide in web use.
• Avoid reproducing the vertical logo below 0.5” wide in print and 36 pixels wide in web use.
• Do not skew the logo.
• Do not change colours.
• Do not replicate logo.
• Do not rotate logo.
• Do not add drop shadow or other effects.
• Do not place on background that does not provide enough contrast.
• Do not change layout.
• Do not place on busy backgrounds.
• Logos should be locked up horizontally, with a line separating them, centrally aligned, and following adequate spacing as shown on this page.
• The partner logo should never be taller than the NL Health Services logo and the maximum width should not be larger than 75% of the NL Health Services logo.
• Only the horizontal NL Health Services logo can be used in this instance.
• All logos should be presented in the same colour combination -full colour/ black/ white.
• Logos should be locked up horizontally, with a line separating them, following the spacing shown on this page.
• Both logos should be presented in the same colour combination — full colour, white or black.
• Bridgelines must not be altered in any way. Bridgeline owners must use the toolkit including the templates and assets provided.
• Custom design elements (headers, photos, graphics) are developed for use in bridgeline-specific materials to give audiences a visual shortcut to understanding the content. These elements do not constitute logos.
• Please do not create your own bridgeline. Bridgelines are authorized and developed by the Communications Department based on an approved system.

Brand Architecture

• The framework allows internal entities to have a distinct identity while ensuring they are clearly recognized as part of NL Health Services. This helps present a consistent, professional image that patients and the public expect from a provincial health authority.
• A clear brand structure (also known as brand architecture) helps organize various services under one strong, trusted brand. This method is widely supported by experts, including organizational theorist Dr. David Aaker, who helped define this approach.
• Individual logos for subsets—such as departments, programs, divisions, tools, and other key services or business lines—are not permitted under the brand framework.
• When it is necessary to highlight a specific subset within NL Health Services, a bridgeline should be used. Refer to the Bridgeline section/ page 19.
• A bridgeline is a visual element that connects the main NL Health Services logo to a specific subset of the organization. This approach promotes brand consistency by offering a standardized method to visually represent departments, programs, divisions, tools, and other key services or business lines-without introducing separate logos.
• Under the brand framework, individual logos for subsets are not permitted. When it is important to identify or highlight a particular subset, a bridgeline must be used.
• Bridgelines are not zone-based, all requests must be coordinated and implemented provincially by the requestor(s).
• Requestor(s) are responsible for distributing and maintaining the integrity of their bridgeline.
• A bridgeline cannot be used to denote partnerships or associations with third­party entities.
• Bridgelines must not be altered in any way. Bridgeline owners must use the toolkit including the templates and assets provided.
• Custom design elements (headers, photos, graphics) are developed for use in bridgeline-specific materials to give audiences a visual shortcut to understanding the content. These elements do not constitute logos.
• Please do not create your own bridgeline. Bridgelines are authorized and developed by the Communications Department based on an approved system.
• Please complete the Bridgeline Application Form and email it to: communications@nlhealthservices.ca.
• All requests will require confirmation of the respective director(s) and/or senior director(s) approval.

Brand Values

• Our logo is more than just a symbol -it’s the first impression we make on patients, families, and the people of Newfoundland and Labrador.
• A clear and consistent brand builds trust and recognition. In a complex system like NL Health Services, this consistency helps people easily identify our services, programs, and information -reinforcing confidence in the care we provide.
• When our brand is unified and recognizable, it strengthens how people see us.
• This framework is guided by best practices and research. It is designed to: provide guidance about how to properly present the NL Health Services brand; ensure people can easily recognize NL Health Services; and establish a sense of unity among employees, physicians, students, and volunteers-regardless of zone, department, or team.
• The framework allows internal entities to have a distinct identity while ensuring they are clearly recognized as part of NL Health Services. This helps present a consistent, professional image that patients and the public expect from a provincial health authority.
• A clear brand structure (also known as brand architecture) helps organize various services under one strong, trusted brand. This method is widely supported by experts, including organizational theorist Dr. David Aaker, who helped define this approach.

Additional Properties