Graphic Standards Manual
Helping people and communities achieve optimum physical, mental and social well- being through partnerships, prevention and access to quality, affordable health care.
A HEALTHY OREGON Contents
Introduction: The brand...... i Project request...... 1 Business cards and letterhead...... 1 What is a wordmark?...... 3 Logo wordmark with file location...... 4 Color...... 5 Minimum size and clear space requirements...... 6 Co-branding...... 8 Office and program identification samples...... 9 Fonts/typography...... 10 Font usage samples...... 11 ADA font basics...... 12 Alternate format and discrimination statements...... 14 Accommodations and ADA...... 15 OHA Stationary...... 16 Templates...... 17
(Click on an above subject to jump to contents.) The Oregon Health Authority (OHA) Graphic Standards Manual outlines a consistent and coordinated use of the wordmark and visual elements. Co-branding coordinates a single product or service with more than one brand.
Divisions and offices should align their areas visually with the Oregon Health Authority brand. By simply aligning the correct typeface and color you will visually be able to show the relationship among entities.
Program or office logos must be presented in publications in conjunction with the OHA logo and not shown without the OHA logo unless there is an exemption in place. The OHA logo should always be first in order of appearance.
Contact the Oregon Health Authority Publications and Design at [email protected] for questions or exemption information. The brand
Introduction The Oregon Health Authority Graphic Standards Manual provides guidance for presenting the agency universally. A consistent image for internal and external audiences ensures the success of the brand. This effort is dependant on the cooperation of the Oregon Health Authority staff.
The Oregon Health Authority brand is administered by the Publications and Design Section.
General questions regarding the graphics standards, email [email protected] or call 503-373-7120.
The Publications and Design Section (formerly the Office of Communications Resources) is a team of creative professionals that develop printed materials and communication solutions for the Oregon Health Authority.
The Publications and Design Section produces and supervises the production of all Oregon Health Authority external materials. The Publications and Design Section is a shared service for both the Department of Human Services and the Oregon Health Authority.
SHARED SERVICES Publications and Design Section 3421 Del Webb Ave. NE Salem, OR 97301 Phone: 503-373-7120 Fax: 503-373-7690 Email: [email protected] i Project request
Where can I find references to my current DHS forms or publications? You can review current publications on the DHS Forms Server at: http://dhsforms.hr.state.or.us/forms/databases/findforms.htm.
If you cannot find your form or publication, you can email the Publications and Design Section at [email protected] for help finding what you are looking for. If your materials were contracted, the Publications and Design Section may not have a record of the publication. Please contact the Publishing and Design Section at [email protected].
How do I determine our current inventory levels? Use the Field Branch Ordering System (FBOS) or contact the Publications and Design Section at [email protected] for help with your inventory and publication needs.
Will my publication use the same document number? Yes, with the prefix OHA before the form number.
How do I make a publication or forms request? Email your forms and publication requests to [email protected].
How do I order new business cards and letterhead? The OHA stationary can be ordered online through the web site “MyOrderDesk”. Letterhead and Business Card orders can be entered into standard templates that create an immediate PDF proof for every order. Also, your orders are kept in a history for 2 years, from which you can reorder without having to fill out the information again. All of your default contact information pre-loads the form, too!
Each location can be issued a login, which may be shared by all at that location. The login primary user’s contact info would be used in the profile. Optionally, a generic email could be requested from your IS department and access to its mailbox granted to the whole location.
To sign up for “MyOrderDesk”, just visit: www.myorderdesk.com/oceprintshop. Then follow the 2-step instructions to request a user login. If a login already exists, you would be referred to the primary user of that user login. If you need assistance, please contact OCE at 503-373-0148 or email [email protected].
1 Project request
Can old printed letterhead paper be reused or recycled? The state has a recycle/reuse (R/R) program that turns old letterhead and other unused paper into memo pads for state employee use. To recycle letterhead in this way, put it in a box, clearly mark the box “R/R Program” and place it in your building’s shuttle pickup area. Shuttle your old letterhead to DAS Publishing & Distribution (P&D) for use in the State Letterhead Recycle/Reuse Program (R/R) to 550 Airport Road SE, Salem, OR 97301-6076.
To order recycled memo pads from P&D, call 503-373-1700. Be prepared to give your agency name, contact name, phone number and shuttle address.
How do I use translation services for publications? To order a translation for a new or existing publication, follow the steps under planning for and ordering a print or electronic publication. Indicate on the OHA 2001 form under the Project Information section that you want the publication translated and to what language(s) you want it translated. Email the completed form to [email protected].
How do I use translation services for forms? Go to http://dhsresources.hr.state.or.us/WORD_DOCS/DE1001.doc for the request form, which includes information on translation.
How do I order reprints of DHS-branded publications? If your program is now aligned with the Oregon Health Authority, your reprints must reflect that. For help with your reprint questions and requests, please contact the Publications and Design Section at [email protected] or call 503-373-7120.
For more information about branding, please refer to the Oregon Health Authority brand toolkit which offers succinct guidelines for logo and use of the Oregon Health Authority brand. This information is designed to help all users across the agency develop a consistent and coordinated brand. You can find this on the intranet: http://inside.dhsoha.state.or.us/directors-office/communications/dhsoha-media/internet-and-social-media/ media-contacts/communication-articles/1209-oregon-health-authority-brand-toolkit.html.
2 A “wordmark,” a subset of the term “logotype,” is a standardized graphic representation of the name of a company, institution or product name used for purposes of identification and branding. A wordmark is usually a distinct text- only typographic treatment such as the graphic identities of the government of Canada, FedEx, Google and Wikipedia. The organization name is incorporated as a simple graphic treatment to create a clear, visually memorable identity. The representation of the word becomes a visual symbol of the organization or product.
In the United States and European Union, a wordmark may be registered, making it protected intellectual property. In the United States the term “wordmark” may not only refer to the graphic representation, but the text itself may be a type of trademark.
What is a wordmark?
Oregon Health Authority logo wordmark The Publications and Design Section designed the Oregon Health Authority logo wordmark in 2010. The logo wordmark should be on every project representing the agency and should always be reproduced accurately by following the standards set forth in this manual.
The logo wordmark should always be legible, and it must be in an area of isolation that is clear of other elements, either typographic or graphic. The logo wordmark may not be manipulated or changed in any way. Do not attempt to recreate the logo wordmark, change the font, or alter the size, proportions or space between the letters. It should not be screened, scanned or used as part of a larger pattern.
Online resources available at: For staff: type “inside” in your browser URL to access the intranet.
3 Logo wordmark with file location
Color
Link for intranet: http://inside/directors-office/communications/dhsoha-publications/logos-and-templates.html
Black and White
Link for intranet: http://inside/directors-office/communications/dhsoha-publications/logos-and-templates.html
Reverse
Link for intranet: http://inside/directors-office/communications/dhsoha-publications/logos-and-templates.html
Secondary logos and names of divisions/programs must appear subordinate to the logo wordmark; see co-branding section on pages 8 and 9.
4 The Oregon Health Authority’s primary color is PMS 647 blue. The complementary color of PMS 7413 can be used as an accent color and call to action. PMS 621 can be used as a background color or for text areas and design elements. Using PMS 647 as a dominant color will ensure an association to the overall brand.
Color
PMS colors HSB colors and HEX 647 U H:204 S:100 B:58 HEX: 005595 H:153 S: 7 B: 91
621 U HEX: D6E9E1 H: 31 S: 87 B: 92 7413 U HEX:EC891D
CMYK colors RGB colors C:100 M: 56 Y: 0 K: 23 R:0 G:85 B:149
C:13 R: 214 M:0 G: 233 Y:10 B: 225 K: 2
C: 0 M: 53 Y: 100 K: 4 R: 236 G: 137 B: 2
Screens For total gray values in excess of 35 percent, use the reversed version of the logo. For gray values under 35 percent, use the color or black and white version.
5 Size minimums are specified to ensure legibility. The specifications shown below are appropriate for print and web only. There may be situations where the Oregon Health Authority wordmark will need to appear smaller than the minimum shown. Please consult with the Publications and Design Section at 503-373-7120 if you have questions. Minimum size and clear space requirements
Clear space A specified clear space around the Oregon Health Authority logo wordmark increases the effectiveness of the mark. There may be cases where it is difficult to allow the full recommended clear space (e.g., a very small display ad).
• No other graphic elements are to touch, overlap or be combined with the Oregon Health Authority wordmark.
• The space around the logo must be no smaller than the cap height and width of the “e.” height width
Sample
6 Minimum size To ensure that we maintain legibility of the wordmark, it is imperative that it is never used below the minimum sizes below.
Minimum height of the “H” 0.5 inches
Don’ts Don’ts Don’ts Never use Health on its own. Always use the logo in its entire form, with “Oregon” and “Authority.” Do not split the elements.
The Oregon Health Authority logo wordmark should never have effects such as stretching or effects that detract or obscure the logo wordmark.
Oregon The Oregon Health Authority logo should never be recreated or made of substitute fonts. AuthorityHealth
The Oregon Health Authority logo should always be read horizontally and should not be rotated or distorted in any way.
The Oregon Health Authority logo should always be first in order of appearance. See the pg. 8 for more information.
7 Oregon Health Authority graphics standards ensure a consistent and coordinated use of the wordmark and visual elements. “Co-branding” is a sharing of the brand. Proper use benefits all parties involved by combining the strengths of brands and services. Co-branded offices and programs benefit by aligning with the Oregon Health Authority brand.
Logos for divisions or offices are not to be shown independently of the OHA logo unless an exemption is in place. The OHA logo should always be first in order of appearance.
Offices should be visually aligned with OHA. By using the correct typefaces and colors you can show the relationship to OHA. Contact the Publications and Design Section at 503-373-7120 for any branding and/or exemption questions. Co-branding
Identification ratio is 1:1 When used with other entities, the wordmark and co-brand should have equal weight (1 to 1). Programs that are not part of the Oregon Health Authority are not allowed to use the logo above the paper fold without prior approval. The Oregon Health Authority logo should always be on the left.
Align co-brands horizontal center (x-height of the H) with a ratio Oregon Department of 1 to 1. of Human Services
Align co-brands horizontal center (x-height of the H) with a ratio of 1 to 1.
Align co-brands SM horizontal center (x-height of the H) with a ratio of 1 to 1.
8 Office and program identification samples
PUBLIC HEALTH DIVISION (Helvetica Neue LT Std 57 Condensed, ALL-CAPS) Family Planning Program (Helvetica Neue LT Std 57 Condensed, Mixed Case) Leading should be 2 points more than the point size, above it 11 point font with 13 point leading.
DIVISION/PROGRAM TYPE ALIGNMENT
Other Division/ Program names align with the ADDICTIONS AND MENTAL HEALTH DIVISION bottom of the “y” Problem Gambling (descender)
9 Font usage is an important method of creating brand cohesion. Many times there can be too many fonts in a design, which can be distracting and create a layout that does not look unified or consistent.
A design solution should only use one or two fonts. Use one font for the headline and one font for the body copy. Instead of using several fonts for emphasis, use different styles of a font such as point size, bold, italic and both bold and italic.
Remember, the goal is to communicate a message. If the audience can’t read the content, the message may not be conveyed. Too many fonts or improper use of fonts may confuse the reader. Fonts/typography
Serif examples Sans Serif examples
Font: Baskerville Regular (12 point) Font: Helvetica Neue Condensed (12 point) Example: Er ad magnim vel ipsumsan Example: Er ad magnim vel ipsumsan ulputpat. ulputpat. Mincilit ad eraese vendre erosto Mincilit ad eraese vendre erosto el iniscid uissed el iniscid uissed dipisl eum zzriurer sisi dipisl eum zzriurer sisi blaore vendreet ipsum. blaore vendreet ipsum. Font: Helvetica Neue Condensed (14 point) Font: Baskerville Regular (14 point) Example: Er ad magnim vel ipsumsan Example: Er ad magnim vel ipsumsan ulputpat. Mincilit ad eraese vendre erosto ulputpat. Mincilit ad eraese vendre el iniscid uissed dipisl eum zzriurer sisi erosto el iniscid uissed dipisl eum blaore vendreet ipsum. zzriurer sisi blaore vendreet ipsum. Font variations Font variations Helvetica Neue Condensed Oblique Baskerville Italic Helvetica Neue Bold Condensed Baskerville Bold Baskerville Bold Italic Helvetica Neue Bold Condensed Oblique
Alternate serif font Alternate sans serif font Times New Roman (14 point) Arial (14 point)
Font/typography exceptions Exceptions might include advertisements, special events and conferences. Other fonts can be used for the main headline, but all body text should conform to the primary font guidelines.
Web font/typography preferences Font: Verdana or Arial at 100 percent. Color: Preferred color choices are black or dark color type on white background. 10 Font usage samples
Sample one
1. Headline: Baskerville (Bold) 2. Subhead and secondary: Baskerville 3. Body text: Helvetica Neue 57 can be used as an alternative. 4. Quotes/secondary: Helvetica Neue LT Std 57 Condensed Oblique
1 Lorem ipsum dolor sit amet 2 Mincilit ad eraese vendre erosto Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque 3 |laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. 4 “At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis”
Sample two
1. Headline: Helvetica Neue LT Std 77 Bold Condensed 2. Subhead and secondary: Helvetica Neue LT Std 57 Condensed) 3. Body text: Baskerville Regular 4. Quotes/secondary: Baskerville Italic
1 Lorem ipsum dolor sit amet 2 Mincilit ad eraese vendre erosto Sed ut perspiciatis unde omnis iste natus error sit voluptatem 3 accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. 4 “At vero eos et accusamus et iusto odio digns ducimus qui blanditiis”
11 A well-crafted publication is the result of a successful combination of writing, design, images and typography.
Fourteen-point (14 pt.) type (equivalent or larger) will be used in the body of the publication, when possible, to enhance readability and comply with the Americans with Disabilities Act (ADA) standards. ADA font basics
Limit decorative or unusual fonts Use decorative fonts sparingly and only when consistent with the message or tone of the publication. This includes fit-to-path text. All words used decoratively should be repeated in the text.
Limit use of bold face and italics Bold face and italics are intended for emphasis of selected words and phrases and should be used sparingly.
Underlining for emphasis is discouraged It decreases readability.
Limit font families per publication Mixing more than two font families detracts from the design, decreases readability and is discouraged.
Limit the number of color screens and the screen density High contrast of type to background color increases readability. Screens or shaded areas behind text or the Oregon Health Authority logo wordmark can limit readability. Screen density should be no more than 15 percent behind black or very dark text (shaded boxes above are at 10 percent).
Limit text blocks over photographs or illustrations They should only be used when there is a high contrast between the type and background image.
Flush left/ragged right paragraph formatting (limit justified text) Justified text is harder to read as it creates white space patterns that the eye wants to follow.
12 Text spacing 1 1 Use sufficient leading and suitable paragraph widths (no more than 6 /2" on a standard 8 /2" x 11" page) to enhance readability.
Text color There must be a high contrast of background to text color for readability.
General readability The Oregon Health Authority uses The Associated Press Stylebook for guidance in capitalization, punctuation, abbreviation and word usage. Here are a few important highlights:
Initial caps Capitalize the first word of sentences, headings, captions, etc.
All caps Words in ALL CAPS decrease readability and are discouraged.
Underlining Do not underline for emphasis. Use large type, italics, boldface or a combination.
Flush left As a general rule, align your body copy, headings, etc., flush left. It’s easier to read than centered copy because your eye can easily travel down the page and doesn’t have to search the page for information.
Numbers Spell out numbers one through nine; use numerals for 10 and above, except for people’s ages, street addresses and percentages — always use numerals for these.
Phone numbers Always include the area code. For example: 503-555-5555.
Acronyms and abbreviations Spell out on first reference on page. For example, Department of Human Services (DHS); the Health Insurance Portability and Accountability Act (HIPAA).
Web, website Web is capitalized when referring to the Web. Website is one word.
Quotation marks The period and the comma always go inside the quotation marks. The dash, semicolon, question mark and exclamation point go inside the quotation marks when they apply to the quoted matter only. They go outside when they apply to the whole sentence.
13 The Oregon Health Authority will provide auxiliary aids and services or alternate format communication to individuals with disabilities to ensure an equal opportunity to participate in and enjoy the benefits of a service, program or activity. The exception would be if it would result in a fundamental alteration of the program or an undue financial or administrative burden.
Alternate format, Discrimination
Alternate format statement for PUBLICATIONS that originate from a specific program, use: This document can be provided upon request in alternate formats for individuals with disabilities or in a language other than English for people with limited English skills. To request this publication in another format or language, email ...... @state.or.us, or call 503-___-____ (voice) or 711 for TTY.
Alternate format statement for PUBLICATIONS that originate from multiple programs, use: This document can be provided upon request in alternate formats for individuals with disabilities or in a language other than English for people with limited English skills. To request this publication in another format or language, contact us at 503-378-3486, or 711 for TTY, or email [email protected].
Note: These above statements have been translated into several languages. Please contact the Publications and Design Section for your translation needs. See page 2 for more information.
Our discrimination policy The Department of Human Services (DHS) and the Oregon Health Authority (OHA) do not discriminate against anyone. This means that DHS|OHA will help all who qualify and will not treat anyone differently because of age, race, color, national origin, gender, religion, political beliefs, disability or sexual orientation1.
You may file a complaint if you believe DHS or OHA treated you differently for any of these reasons. To file a complaint with the state, you can call the Governor’s Advocacy Office at 1-800-442-5238 (TTY 711) or write to their office at: Governor’s Advocacy Office, 500 Summer Street NE, E17, Salem, OR 97301. You can find a complaint form in the “Information and Referral Packet” (DHS 6609).
1 Sexual orientation is protected by the State of Oregon, but not federal laws.
14 Accommodations and ADA
Representing OHA at events By law, you are required by to provide appropriate accomodations for people with disabilties. This is in the case when providing both services and information to the public.
For an event, it is suggested that you use the following message in your promotional materials:
Accommodations are available that allow individuals with disabilities to participate in and access this scheduled event. To request an accommodation for this event, please contact: (Name and Telephone Number, Fax or TTY) at least _____ business days prior to the event.
Federal ADA law Providing accommodations is a federal law, called the The Americans with Disabilities Act (ADA). Following this law is a mirror to the policy for services and information you provide to other employees.
For more information, you can review the DHS policy (the same policy for OHA) here: http://www.dhs.state.or.us/policy/admin/hr/060_034_02.htm
15 OHA Stationary
Sample business card Standard card example
500 Summer Street NE STE Salem, OR 97301 Desk: 503-555-5555 Name Cell: 503-555-5555 Title Fax: 503-555-5555 DEPARTMENT [email protected]
ADA-compliant 14 pt. font card example
DIVISION NAME Office, Section or Unit Name Name 500 Summer Street NE STE, Title Salem, OR 97301 Desk: 503-555-5555 Cell: 503-555-5555 Fax: 503-555-5555 [email protected]
How do I order new business cards and letterhead and envelopes? The OHA stationary can be ordered online through the web site “MyOrderDesk”. Envelopes, Letterhead and Business Card orders can be entered into standard templates that create an immediate PDF proof for every order, including standard business cards! Also, your orders are kept in a history for 2 years, from which you can reorder without having to fill out the information again. All of your default contact info pre-loads the form, too!
Each location can be issued a login, which may be shared by all at that location. The login primary user’s contact info would be used in the profile. Optionally, a generic email could be requested from your IS department and access to its mailbox granted to the whole location.
To sign up for “MyOrderDesk”, just visit www.myorderdesk.com/oceprintshop. Then follow the 2-step instructions to request a user login. If a login already exists, you would be referred to the primary user of that user login. If you need assistance, please contact OCE at 503-373-0148 or email [email protected]. 16 We have downloadable templates for letterhead, PowerPoint presentations, memos and fact sheets. The Publications and Design Section (PDS) will continue to develop templates, so please check the templates and logos section on the DHS|OHA intranet by clicking here. Form interactivity is similar to the below sample, but if you need any assistance please contact PDS at 503-373-7120. Templates
Sample letterhead
You can access the templates by clicking here. ADDICTIONS AND MENTAL HEALTH DIVISION Problem Gambling Once downloaded you can enter John A. Kitzhaber, MD, Governor your information in each form field. 1234 Address Street N Fields that list ‘Enter’ may need Salem, OR 97302 555-555-5555 specific information. The prompt for Fax: 555-555-5555 the content of your document also www.oregon.gov/OHA starts with ‘Enter’ followed by what and how to format the text.
Sample One: (Enter) DIVISION (ALL CAPS), Would look like: ADDICTIONS AND MENTAL HEALTH
Sample Two: (Enter) Office, Section or Unit (Mixed Case), Would look like: Problem Gambling
Enter your address, voice, fax and TTY delete unused content areas.
17 PowerPoint
You can access the templates by clicking here.
Once downloaded you can enter your information in each content field. Title page
Enter title here. Use the preset font size and formatting 32 point Click to add subtitle Arial Bold.
Click to add the subtitle here. Use the preset font size and formatting 20 point Arial regular.
(Enter) DIVISION (ALL CAPS), (Enter) DEPARTMENT (ALL CAPS) Would look like: (Enter) Division or Office (Mixed Case) ADDICTIONS AND MENTAL HEALTH
(Enter) Office, Section or Unit (Mixed Case), Would look like: Problem Gambling
Enter subject here. Use the preset font size and formatting 32 point Subject page Arial Bold.
Click to add the subtitle here. Click to add text Use the preset font size and formatting 20 point Arial regular.
(Enter) DIVISION (ALL CAPS), Would look like: ADDICTIONS AND MENTAL HEALTH
(Enter) Office, Section or Unit (Mixed
Case), (Enter) DEPARTMENT (ALL CAPS) Would look like: (Enter) Division or Office (Mixed Case) Problem Gambling
Link for intranet: http://inside.dhsoha.state.or.us/directors-office/communications/dhsoha-publications/ logos-and-templates.html
18 SHARED SERVICES Publications and Design Section 3421 Del Webb Ave. NE Salem, OR 97301 Phone: 503-373-7120 Fax: 503-373-7690 Email: [email protected] OHA 2022 Version 2.6 (11/7/2012)