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          <h1 class='page-title edge'>Brand Guidelines Quick Reference</h1>
  <h2 class='last-update'>
    Last Updated
    October 14, 2022
  </h2>
  
          <div class='intro-txt bodytxt'>
            <p>The quick reference below serves as an abridged version of the full brand guidelines document (downloadable as a PDF), highlighting some of the most commonly needed&nbsp;information.
  </p>
  <p>Wondering whether or not you need to download the full brand guidelines? You will need the full brand guidelines document&nbsp;if:
  </p>
  <ul>
  <li>You’re using professional design&nbsp;software</li>
  <li>You’re creating work that will be seen by the outside&nbsp;world</li>
  <li>You want to make your design as awesome as&nbsp;possible</li>
  </ul>
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          <span class='txt'>Download full guidelines</span>
          <br>
          <span class='file-size'>PDF — 17.6 MB — 132 pages</span>
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            <h1 class='gl-sec-title'>Quick Reference Contents</h1>
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                      <div class='quicklink'>
                          <span class='num'>01</span>
                          <a class='anchor underline' href='#sec-1-concept'>
                Concept
              </a>
            </div>
                      <div class='quicklink'>
                          <span class='num'>02</span>
                          <a class='anchor underline' href='#sec-2-color'>
                Color
              </a>
            </div>
                      <div class='quicklink'>
                          <span class='num'>03</span>
                          <a class='anchor underline' href='#sec-3-logos'>
                Logos
              </a>
            </div>
                      <div class='quicklink'>
                          <span class='num'>04</span>
                          <a class='anchor underline' href='#sec-4-typography'>
                Typography
              </a>
            </div>
                      <div class='quicklink'>
                          <span class='num'>05</span>
                          <a class='anchor underline' href='#sec-5-photography'>
                Photography
              </a>
            </div>
                      <div class='quicklink'>
                          <span class='num'>06</span>
                          <a class='anchor underline' href='#sec-6-artwork'>
                Artwork
              </a>
            </div>
                      <div class='quicklink'>
                          <span class='num'>07</span>
                          <a class='anchor underline' href='#sec-7-layout-content'>
                Layout & Content
              </a>
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        <h1 class='gl-sec-title'>Concept</h1>
      </header>
          <div class='bodytxt sm-6-6 md-5-6 lg-4-12'>
        <p>The CareMore brand is how patients and customers perceive and experience the company’s model of care. This brand is supported by the visual reflection of the company name. The tone, assets, and strategy all relate to the ideas of “care” and&nbsp;“more.”
  </p>
  <p>Care implies not only healthcare, but passion, thoughtfulness, and&nbsp;functionality.
  </p>
  <p>More expresses the idea of going above and beyond&nbsp;expectations.
  </p>
      </div>
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        <h1 class='gl-sec-title'>Color</h1>
      </header>
      <div class='palette smd-6-6 lg-6-12'>
              <div class='color-set'>
          <h2 class='set-name'>
            <strong>Primary Swatches</strong>
          </h2>
          <div class='swatches'>
            <div class='md-grid-inset lg-grid-inset'>
              <div class='row'>
                              <article class='swatch md-2-6 lg-2-6'>
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                      <div class='color-block sm-2-6'>
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                      </div>
                      <div class='info sm-4-6'>
                        <h3 class='name'>CM Blue</h3>
                                              <div class='spec rgb'>
                          <span class='type'>RGB</span>
                          <span class='value'>0, 75, 230</span>
                        </div>
                                                                    <div class='spec hex'>
                          <span class='type'>HEX</span>
                          <span class='value'>#004BE6</span>
                        </div>
                                                                    <div class='spec pms'>
                          <span class='type'>PMS</span>
                          <span class='value'>2132C, 2132U</span>
                        </div>
                                            </div>
                    </div>
                  </div>
                </article>
                              <article class='swatch md-2-6 lg-2-6'>
                  <div class='sm-grid-inset'>
                    <div class='row'>
                      <div class='color-block sm-2-6'>
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                      <div class='info sm-4-6'>
                        <h3 class='name'>CM Navy</h3>
                                              <div class='spec rgb'>
                          <span class='type'>RGB</span>
                          <span class='value'>20, 30, 90</span>
                        </div>
                                                                    <div class='spec hex'>
                          <span class='type'>HEX</span>
                          <span class='value'>#141E5A</span>
                        </div>
                                                                    <div class='spec pms'>
                          <span class='type'>PMS</span>
                          <span class='value'>281C, 281U</span>
                        </div>
                                            </div>
                    </div>
                  </div>
                </article>
                              <article class='swatch md-2-6 lg-2-6'>
                  <div class='sm-grid-inset'>
                    <div class='row'>
                      <div class='color-block sm-2-6'>
                        <div class='block border-1' style='background:#ffffff;'></div>
                      </div>
                      <div class='info sm-4-6'>
                        <h3 class='name'>CM White</h3>
                                              <div class='spec rgb'>
                          <span class='type'>RGB</span>
                          <span class='value'>255, 255, 255</span>
                        </div>
                                                                    <div class='spec hex'>
                          <span class='type'>HEX</span>
                          <span class='value'>#FFFFFF</span>
                        </div>
                                                                    <div class='spec pms'>
                          <span class='type'>PMS</span>
                          <span class='value'>N/A</span>
                        </div>
                                            </div>
                    </div>
                  </div>
                </article>
                              <article class='swatch md-2-6 lg-2-6'>
                  <div class='sm-grid-inset'>
                    <div class='row'>
                      <div class='color-block sm-2-6'>
                        <div class='block border-' style='background:#59D1FF;'></div>
                      </div>
                      <div class='info sm-4-6'>
                        <h3 class='name'>CM Logo Cyan</h3>
                                              <div class='spec rgb'>
                          <span class='type'>RGB</span>
                          <span class='value'>89, 209, 255</span>
                        </div>
                                                                    <div class='spec hex'>
                          <span class='type'>HEX</span>
                          <span class='value'>#59D1FF</span>
                        </div>
                                                                    <div class='spec pms'>
                          <span class='type'>PMS</span>
                          <span class='value'>2985C, 2985U</span>
                        </div>
                                            </div>
                    </div>
                  </div>
                </article>
                
              </div>
            </div>
          </div>
        </div>
              <div class='color-set'>
          <h2 class='set-name'>
            <strong>Secondary Swatches</strong>
          </h2>
          <div class='swatches'>
            <div class='md-grid-inset lg-grid-inset'>
              <div class='row'>
                              <article class='swatch md-2-6 lg-2-6'>
                  <div class='sm-grid-inset'>
                    <div class='row'>
                      <div class='color-block sm-2-6'>
                        <div class='block border-' style='background:#00B9FF;'></div>
                      </div>
                      <div class='info sm-4-6'>
                        <h3 class='name'>Cyan</h3>
                                              <div class='spec rgb'>
                          <span class='type'>RGB</span>
                          <span class='value'>0, 185, 255</span>
                        </div>
                                                                    <div class='spec hex'>
                          <span class='type'>HEX</span>
                          <span class='value'>#00B9FF</span>
                        </div>
                                                                    <div class='spec pms'>
                          <span class='type'>PMS</span>
                          <span class='value'>2995C, 2995U</span>
                        </div>
                                            </div>
                    </div>
                  </div>
                </article>
                              <article class='swatch md-2-6 lg-2-6'>
                  <div class='sm-grid-inset'>
                    <div class='row'>
                      <div class='color-block sm-2-6'>
                        <div class='block border-' style='background:#FF281E;'></div>
                      </div>
                      <div class='info sm-4-6'>
                        <h3 class='name'>Red</h3>
                                              <div class='spec rgb'>
                          <span class='type'>RGB</span>
                          <span class='value'>255, 40, 30</span>
                        </div>
                                                                    <div class='spec hex'>
                          <span class='type'>HEX</span>
                          <span class='value'>#FF281E</span>
                        </div>
                                                                    <div class='spec pms'>
                          <span class='type'>PMS</span>
                          <span class='value'>3556C, 3556U</span>
                        </div>
                                            </div>
                    </div>
                  </div>
                </article>
                              <article class='swatch md-2-6 lg-2-6'>
                  <div class='sm-grid-inset'>
                    <div class='row'>
                      <div class='color-block sm-2-6'>
                        <div class='block border-' style='background:#FF7800;'></div>
                      </div>
                      <div class='info sm-4-6'>
                        <h3 class='name'>Orange</h3>
                                              <div class='spec rgb'>
                          <span class='type'>RGB</span>
                          <span class='value'>255, 120, 0</span>
                        </div>
                                                                    <div class='spec hex'>
                          <span class='type'>HEX</span>
                          <span class='value'>#FF7800</span>
                        </div>
                                                                    <div class='spec pms'>
                          <span class='type'>PMS</span>
                          <span class='value'>151C, 151U</span>
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                </article>
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                      </div>
                      <div class='info sm-4-6'>
                        <h3 class='name'>Green</h3>
                                              <div class='spec rgb'>
                          <span class='type'>RGB</span>
                          <span class='value'>0, 210, 105</span>
                        </div>
                                                                    <div class='spec hex'>
                          <span class='type'>HEX</span>
                          <span class='value'>#00D269</span>
                        </div>
                                                                    <div class='spec pms'>
                          <span class='type'>PMS</span>
                          <span class='value'>3405C, 3405U</span>
                        </div>
                                            </div>
                    </div>
                  </div>
                </article>
                              <article class='swatch md-2-6 lg-2-6'>
                  <div class='sm-grid-inset'>
                    <div class='row'>
                      <div class='color-block sm-2-6'>
                        <div class='block border-' style='background:#7346FF;'></div>
                      </div>
                      <div class='info sm-4-6'>
                        <h3 class='name'>Purple</h3>
                                              <div class='spec rgb'>
                          <span class='type'>RGB</span>
                          <span class='value'>115, 70, 255</span>
                        </div>
                                                                    <div class='spec hex'>
                          <span class='type'>HEX</span>
                          <span class='value'>#7346FF</span>
                        </div>
                                                                    <div class='spec pms'>
                          <span class='type'>PMS</span>
                          <span class='value'>2097C, 2097U</span>
                        </div>
                                            </div>
                    </div>
                  </div>
                </article>
                
              </div>
            </div>
          </div>
        </div>
        
      </div>
          <div class='bodytxt sm-6-6 md-5-6 lg-5-12 lg-left-1'>
        <h2>Info</h2>
  <p>To maintain consistency across various mediums (e.g. print, digital, etc.), CareMore color specs should always be followed. A master color file has been provided in the file package. Reference the appropriate .ase file (RGB for screen/web, PMS for print), found in the file package under Design Assets → 02 Color&nbsp;Swatches.
  </p>
  <h2>Color&nbsp;Values<br></h2>
  <p>
  Using the correct color values (RGB vs. PMS) for the situation is important. If you are unsure which colors to use, refer to the “file package guide” at the end of the full brand guidelines&nbsp;document.
  </p>
  <h2>Using&nbsp;Color<br></h2>
  <p>There are rules on how and when to use primary and secondary swatches. Refer to the full guidelines to&nbsp;learn:
  </p>
  <ul>
  <li>Which colors work for text and&nbsp;backgrounds</li>
  <li>The difference between B2B and B2C color&nbsp;usage</li>
  <li>Which colors can be paired&nbsp;together</li>
  <li>When to use secondary&nbsp;colors</li>
  <li>When to use tints of&nbsp;colors</li>
  </ul>
      </div>
        </div>
  </div>
  
        </section>
      <section class='gl sec-logos standard' id='sec-3-logos'>
      <div class='divider'></div>
          <div class='grid-wrap'>
    <div class='row'>
      <header class='smd-6-6 lg-12-12'>
        <h1 class='gl-sec-title'>Logos</h1>
      </header>
          <div class='bodytxt sm-6-6 md-5-6 lg-4-12'>
        <p>CareMore logos come in wide variety of formats and colors. They have each been carefully composed, balanced, and refined for readability and&nbsp;tone.
  </p>
  <p>Reference the full guidelines to&nbsp;learn:
  </p>
  <ul>
  <li>When to use each logo format/color&nbsp;option</li>
  <li>How to use the logos in&nbsp;context</li>
  <li>Minimum&nbsp;clearspace</li>
  <li>Minimum print&nbsp;sizes</li>
  <li>Co-branding &&nbsp;Sub-branding</li>
  </ul>
      </div>
              <div class='visual smd-6-6 lg-7-12 lg-left-1'>
                    <div class='img non-jpg'>
          <img src='/assets/img/guidelines/caremore-logos-1.1.svg'>
        </div>
              
      </div>
        </div>
  </div>
  
            </section>
      <section class='gl sec-typography standard' id='sec-4-typography'>
      <div class='divider'></div>
          <div class='grid-wrap'>
    <div class='row'>
      <header class='smd-6-6 lg-12-12'>
        <h1 class='gl-sec-title'>Typography</h1>
      </header>
          <div class='bodytxt sm-6-6 md-5-6 lg-4-12'>
        <h2>Info</h2>
  <p>
  The CareMore brand uses two type families from Frere-Jones Type. Both families strike a balance between professionalism, legibility, and&nbsp;personality.
  </p>
  <h2>Mallory</h2>
  <p>Mallory is used for all CareMore communications across print and&nbsp;digital.
  </p>
  <p>Mallory may be used for headings, titles, and labels in B2C applications (but not for body copy). B2B applications should use the “light” or “book” weight of Mallory for body copy. For titles and headings, the “medium” and “bold” weights of Mallory should be used. (B2B applications may also use the “light” weight for headings and&nbsp;titles.)
  </p>
  <p>Mallory should primarily be used in mixed case but may occasionally be used in all-uppercase (e.g. for small label or heading text). Reference the full guidelines document for more&nbsp;information.
  </p>
  <h2>Exchange</h2>
  <p>Originally designed for newspaper text, Exchange makes efficient use of space and retains legibility in a variety of settings, including both print and&nbsp;digital.
  </p>
  <p>Exchange is used for body copy in B2C applications only (never in B2B applications). Exchange should be used in mixed case only, never in all&nbsp;uppercase.
  </p>
  <h2>Fallback System&nbsp;Fonts<br></h2>
  <p>Fallback system fonts come pre-installed on every Windows and Mac computer. Verdana and Georgia<i> </i>are the closest system font matches to the CareMore brand fonts. <strong>No other system fonts should be&nbsp;used.</strong>
  </p>
  <p>
  These fonts are used only when CareMore brand fonts cannot be used, for&nbsp;example:
  </p>
  <ul>
  <li>Email&nbsp;Templates</li>
  <li>Documents for internal use made by staff without font licenses for Mallory and&nbsp;Exchange</li>
  <li>Working files that need to be sent to others without licenses (.PPT,&nbsp;etc.)</li>
  </ul>
  <h2>Using&nbsp;Typography<br></h2>
  <p>Reference the full guidelines to&nbsp;learn:
  </p>
  <ul>
  <li>How to treat various types of text (headlines, body text, labels,&nbsp;etc.)</li>
  <li>How to license the&nbsp;fonts</li>
  <li>Minimum font sizes (for&nbsp;print)</li>
  </ul>
      </div>
              <div class='visual smd-6-6 lg-7-12 lg-left-1'>
                    <div class='img non-jpg'>
          <img src='/assets/img/guidelines/caremore-typography.svg'>
        </div>
              
      </div>
        </div>
  </div>
  
            </section>
      <section class='gl sec-photography standard' id='sec-5-photography'>
      <div class='divider'></div>
          <div class='grid-wrap'>
    <div class='row'>
      <header class='smd-6-6 lg-12-12'>
        <h1 class='gl-sec-title'>Photography</h1>
      </header>
          <div class='bodytxt sm-6-6 md-5-6 lg-4-12'>
        <h2>Info
  </h2>
  <p>Photography can be used to add visuals to materials, but should be done carefully to avoid feeling like generic filler&nbsp;content.
  </p>
  <h2>Using&nbsp;Photography</h2>
  <p>Whenever possible, avoid stock photography in favor of custom commissioned&nbsp;photos.
  </p>
  <p>People in photos should ideally be real CareMore patients and team members in homes, clinics, and other real contexts (instead of models in&nbsp;studios).
  </p>
  <p>In external facing materials, photos should be shot by professionals and be of high resolution and&nbsp;quality.
  </p>
  <p>Reference the full guidelines to&nbsp;learn:
  </p>
  <ul>
  <li>How to use photos with&nbsp;purpose</li>
  <li>How to curate the tone for various&nbsp;contexts</li>
  <li>How to find approved&nbsp;photos</li>
  </ul>
      </div>
              <div class='visual smd-6-6 lg-7-12 lg-left-1'>
                    <picture class='img'>
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        </picture>
              
      </div>
        </div>
  </div>
  
            </section>
      <section class='gl sec-artwork standard' id='sec-6-artwork'>
      <div class='divider'></div>
          <div class='grid-wrap'>
    <div class='row'>
      <header class='smd-6-6 lg-12-12'>
        <h1 class='gl-sec-title'>Artwork</h1>
      </header>
          <div class='bodytxt sm-6-6 md-5-6 lg-4-12'>
        <h2>Info</h2>
  <p>Systems for collage, icons, and illustration have been developed for integrating creative and informational visuals into CareMore&nbsp;communications.
  </p>
  <p>Reference the full guidelines to&nbsp;learn:
  </p>
  <ul>
  <li>How and when to use the collage&nbsp;strips</li>
  <li>How and when to use the icon&nbsp;set</li>
  <li>How and when to use custom&nbsp;illustrations</li>
  </ul>
      </div>
              <div class='visual smd-6-6 lg-7-12 lg-left-1'>
                    <div class='img non-jpg'>
          <img src='/assets/img/guidelines/caremore-artwork.svg'>
        </div>
              
      </div>
        </div>
  </div>
  
            </section>
      <section class='gl sec-layout-content standard' id='sec-7-layout-content'>
      <div class='divider'></div>
          <div class='grid-wrap'>
    <div class='row'>
      <header class='smd-6-6 lg-12-12'>
        <h1 class='gl-sec-title'>Layout & Content</h1>
      </header>
          <div class='bodytxt sm-6-6 md-5-6 lg-4-12'>
        <h2>Info</h2>
  <p>
  After gaining an understanding of the system’s components, collateral can be created that speaks the CareMore brand&nbsp;language.
  </p>
  <p>Reference the full guidelines&nbsp;for:
  </p>
  <ul>
  <li>Layout and alignment best&nbsp;practices</li>
  <li>General copywriting tone and&nbsp;strategy</li>
  <li>Details on how to cater design and content for B2B and B2C&nbsp;differently</li>
  <li>A large selection of example designs for collateral, swag, apparel, web, trade show materials, and&nbsp;more.</li>
  </ul>
      </div>
              <div class='visual smd-6-6 lg-7-12 lg-left-1'>
                    <div class='img non-jpg'>
          <img src='/assets/img/guidelines/caremore-layout.png'>
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        </div>
  </div>
  
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