Brand Guidelines UNC Health Foundation

Logo

Our logo is the single most identifiable element of our brand, and it communicates who we are and what we stand for. Our logo embodies the essence of our vision: a new horizon in health where empathy and expertise intersect. It was built with intention and precision, and its elements should not be modified in any way.

Configurations

Our logo has been carefully constructed for optimal readability and reproduction in a variety of applications. The vertical logo is the preferred configuration and should be the default. The horizontal logo is meant only for scenarios when space is extremely limited, such as signage or swag. Do not attempt to re-create our logo; always download the logo files from the Downloads section of this site.

Vertical (preferred):

[image: vertical UNC Health logo]

Horizontal (restricted use):

[image: horizontal UNC Health logo]

Clear Space

Adding clear space around our logo gives it room to breathe and gives it optimal visibility. Don’t let other elements infringe on the clear space defined below. This includes typography, images, graphics or even the edge of applications.

[image: visual example of how to determine the clear space needed around the UNC Health logo]

Sizing

The consistent use of a single logo size on related materials helps to establish a unified family appearance. Use the logo sizes shown below to create visual impact and achieve consistency on various sizes of layouts.

Some applications may require our logo to become small. To keep our logo legible, don’t make it smaller than the minimum size shown below.

Some collateral materials may require a larger logo application. In such cases, scale the logo to an appropriate size that allows it to be proportionately balanced in the layout space.

Standard Print Collateral (8.5" x 11" or 8.5" x 5.5")

  • Logo height: .625"

Brochure Print Collateral (4" x 9")

  • Logo height: .5625"

Small Print Collateral (Business Card - 3.5" x 2")

  • Logo height: .4375"

Minimum Logo Size:

Print - 0.25"

Digital - 20px

Color and Backgrounds

[image: visual examples of the preferred use of the logo colors and background]

The preferred use of our logos is full-color on white. We have also created an all-white “reversed” version of the logo that can be used on Carolina Blue or Trusted Blue. In limited situations that require single-color printing, use the reverse one-color logo on a black background or our one-color positive logo on a white background. Additionally, in instances where we can not control the background color, such as in select partnership scenarios, it is acceptable to use the reverse one-color logo on a different background.

*Note: The above guidelines should be applied to UNC Children's and UNC Lineberger as well.

Unique situations that require different logo formats should be addressed by the brand and marketing departments on a case-by-case basis.

Misuse

[image: visual examples of misuses of the UNC Health logo]

We have created our logo to ensure that those within and outside of our organization are representing our brand in a consistent way. We have thoroughly considered variations and applications to provide flexibility—all other uses are considered misuses. These examples demonstrate common “do nots” that can diminish the value of our brand.

  1. Do not change the size and placement of the elements within the logo.
  2. Do not modify the colors of our logo or use unapproved color formats.
  3. Do not outline our logo.
  4. Do not apply drop shadows or other visual effects to our logo.
  5. Do not separate the elements or use only part of the logo.
  6. Do not let the logo get crowded. Always respect its clear space.
  7. Do not place the logos on any backgrounds other than white, Carolina blue, Trusted blue or black.
  8. Do not use low resolutions of the logo. Always use original, high-resolution artwork.
  9. Do not distort the logo in any way. Always scale the logo proportionally.
  10. Do not typeset the logo for any reason. Use only approved logo artwork.
  11. Do not use the one-color positive logo on a full-color layout.
  12. Do not create a two-color reverse version of the logo.

Brand Colors

Our palette is a unique combination of traditional colors that reference the heritage of our brand paired with bold, vibrant hues that reflect the progress and future of UNC Health. Consistent use of our palette provides one of the easiest ways to create a communication that is recognizably ours.

Primary Colors

Our primary colors are Carolina Blue and Trusted Blue. These are the most recognizable color signals for our brand and serve as a strong and stable foundation for our design system. These colors should appear on every application whenever possible. We also have an approachable and vibrant support palette to add flexibility and dimension to our design system and to deepen the meaning of our design elements.

[image: blocks of color (Carolina blue and Trusted Blue) with color codes]

Carolina Blue: PMS 542 C (coated and uncoated)

cmyk: 60, 19, 1, 4

rgb: 75, 156, 211

hex: 4b9cd3

Trusted Blue: PMS 7693 C (coated), 2187 C (uncoated)

cmyk: 100, 74, 32, 12

rgb: 0, 66, 99

hex: 004263

Secondary colors

Our vibrant support palette is always used in concert with our primary blues. Whenever using a secondary color for large impact, it should be applied as a gradient instead of a solid color. In most cases, only one support color may be used per application. Charts and graphs are the only instance where multiple support colors should be used together.

[image: blocks of color (blue, green, pink and yellow, from left to right) with color codes]

Horizon Blue: PMS 305 C

  • cmyk: 60, 0, 9, 0
  • rgb: 95, 215, 237
  • hex: 5fd7ed

Vitality Green: 345 C

  • cmyk: 49, 0, 46, 0
  • rgb: 137, 232, 162
  • hex: 89e8a2

Progressive Pink: PMS 232 C

  • cmyk: 11, 88, 0, 0
  • rgb: 245, 44, 168
  • hex: f52ca8

Optimistic Yellow: PMS 381 C

  • cmyk: 26, 0, 96, 0
  • rgb: 207, 240, 0
  • hex: cff000

Icons

[image: examples of UNC Health brand icons. Beaker, plus sign, chat symbol, stethoscope, envelope, star, clock, heart, microscope, lightbulb and map/location point]

The UNC Health brand has several icons available for use on digital and print materials. These can be a great way to add color or visual interest to your documents/projects. EPS files are typically used for print materials and PNG files are typically used for web/digital materials. If you have any questions about which file type you need or how to use them, please contact a member of the communications team.

Gradients

We have established a collection of approved gradients that can be used. These gradients include the support colors going from 100% to transparent at a 78° angle. Do not introduce additional colors or gradients to the ones shown below. Our gradients should always feel like a soft glow radiating from the horizon. The transparent stop on the gradient slider may be moved to ensure this effect is possible across a variety of applications.

See this PDF for more detailed instructions.

[image: visual examples of gradients. From left to right: horizon blue, vitality green, progressive pink, optimistic yellow]

Tints

When applicable our support colors may be tinted between 100% and 25%. The acceptable tints for each color are shown below.

[image: visual examples of tint ranges for secondary colors with 25% at the bottom and 100% at the top. From left to right: horizon blue, vitality green, progressive pink and optimistic yellow]

Misuse

  1. Do not use an unapproved gradient.
  2. Do not use gradients or color overlays over photography.
  3. Do not introduce new colors to our palette.
  4. Do not use more than one secondary color on an application.
[image: visual examples of color misuses]

Typography

Like other elements in the system, the shapes within the letterforms of our typeface create a feeling and a visual impression. The typefaces we use work together with the other elements of our visual identity to express our personality all while organizing information for quicker understanding.

Primary typeface: Muller

Our brand typeface is Muller. With its rounded shapes and large x-height, it is a modern, friendly, human font that adds to the expression of our brand. Although Muller comes in a variety of weights, please use only the font weights and styles specified here to create consistency and maximum impact across our applications.

Alternate Typeface: Arial

Arial is our approved system typeface. It can be used in administrative applications (such as Word, Excel, PowerPoint, email, etc.) when our primary typeface is not available. You should have this font on your machine already. If not, please contact a member of the UNC Health Foundation Communications team.

Language

UNC Health Foundation

  • We are “UNC Health Foundation” (not “The UNC Health Foundation”)
  • After first reference to UNC Health Foundation, you may also use “the Foundation.”
  • In designed materials, "UNC Health Foundation" should always be on the same line. This does not apply to blog articles and press releases.

Other Language Requirements

  • Do not use language talking about “cures.” Instead, use “treatments.”
  • “Healthcare,” not “health care”

Co-branding

How to Co-brand

  • The UNC Health Foundation logo should never be placed directly next to a department logo.
  • The department logo may be placed at the top of a page while the UNC Health Foundation/UNC Health logo is at the bottom (see examples of proper co-branding in the shared drive under S:\Donor Services\Communications\Branding and Design Elements\Design Examples\Co-branding Examples)
  • The department logo is allowed to be slightly bigger than the UNC Health Foundation/UNC Health logo when used on the same page.
  • Alternatively, one may also use a department/area logo while writing out “UNC Health Foundation” in text form, in place of the logo

When to use UNC Health vs. UNC Health Foundation

UNC Health:

  • Branded merchandise/promotional items
  • Proposals
  • One-pagers
  • PowerPoint presentations (in most instances)

UNC Health Foundation:

  • Internal/administrative documents
  • Reply slips
  • Giving links/”ways to give” pieces

- Example: Grateful patient brochure. UNC Health logo is used on the majority of the piece, but on the reply slip (where there is a direct tie to giving) the Foundation logo is used.

  • Fund agreements

Website URLs

In most instances (such as print materials) you do not need to include “www” when listing the website URL

Use unchf.org

  • When creating a short link code for donors
  • With direct asks
  • When you’re asking a donor to type something in (this is especially important in print materials)

Use unchealthfoundation.org

  • When listing the URL informationally along with other forms of contact information
  • When you’re telling a donor where they can go to browse or learn more

Graphic Element

Along with logo, color and photography, the graphic element of our design system gives shape to our layouts and brings our brand to life.

Used consistently, our graphic element establishes a signature aesthetic and recognizable look and feel across all brand touchpoints. Our graphic element is made up of curved, intersecting shapes that tell the story of our brand.

Our curved shapes represent the idea of a horizon line and the dawn of a new day, while the convergence of these shapes reflects the dual aspects of our brand coming together.

Download this PDF with specific guidelines on the graphic element or contact the UNC Health Foundation communications team with any other questions.