DAP Health BRAND STYLE GUIDE
We Don’t Just Care — We Brand With Heart THIS GUIDE BRINGS OUR BRAND, AND OUR MISSION, TO LIFE. IT’S DESIGNED TO HELP YOU UNDERSTAND WHO WE ARE, HOW WE SHOW UP, AND WHY EVERY WORD, IMAGE, AND COLOR MATTERS.
Welcome to the DAP Health Brand Style Guide...... 2 Brand Purpose and Values...................................... 3 Voice and Tone: The DOVE Approach............................................... 4 Plain Language Principles....................................... 4 Tone......................................................................... 5
A brand is something we build together over time. Like a person, it has a personality, a voice, and a heart. Ours is defined by compassion, equity, and integrity — qualities that guide how we communicate, design, and connect with the communities we serve.
Grammar and Style Essentials................................ 6
DAP Health’s brand is more than a logo or a color palette; it’s a promise. It’s how patients, team members, donors, and partners recognize us as a trusted, welcoming, and inclusive source of care. Inside this guide, you’ll find the core elements that make up the DAP Health brand: our voice, visual identity, writing standards, and values.
We’re One Mission, One Organization, But More Than Just One Location........................... 8
The key to a strong brand is consistency. Every communication should reflect our shared commitment to health equity, empathy, and professionalism. We don’t ask for perfection, just care and attention to the details that make DAP Health recognizable and trusted.
A Few More Things You Should Know................... 10
We’ve built a flexible system that supports creativity while protecting what matters most: the integrity of our mission and the authenticity of our voice.
Color Palette..................................................15-16
DAP Health Services — Common Terms................ 6 Email Etiquette........................................................ 7 You Work at DAP Health......................................... 8
When to Say “DAP Health”...................................... 8 Official Location Names........................................... 9 Program Names...................................................... 9
Visual Identity: Logo, Color, Typography, Design.......................... 11 Our Logo........................................................12-14
Typography: The Voice of Our Visual Identity........................................ 17–18 Layout and Design Standards............................ 19 Accessibility........................................................... 23 DAP Health Content Style Guide..................... 25–27
WHEN OUR MESSAGE IS CLEAR, OUR CARE IS STRONGER. DAP Health Brand Style Guide
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DAP HEALTH’S BRAND ISN’T JUST HOW WE LOOK, IT’S HOW WE MAKE PEOPLE FEEL DAP Health’s goal is to improve access to care and advance health equity. Every message — whether a blog, brochure, flyer, or Instagram post — should reflect this purpose. Our words, visuals, and tone must: •
Empower people to take charge of their health.
•
Remove barriers to understanding care.
•
Reflect dignity and inclusion.
•
Build trust with patients, donors, and partners.
Accessible, inclusive design and writing are not aesthetic choices; they are equity in action.
OUR VISION
1. OUR WORDS AND ACTIONS ALIGN We act with accountability, trust, honesty, and integrity. We are reliable and transparent. In Action: We do what we say we will do with honesty, clarity, and respect.
2. PROVIDING HEALTH CARE IS OUR SUPERPOWER We turn care into action, and compassion into impact. We provide judgment-free compassion, advocate for humanity, and focus on solutions that improve the diverse communities we serve.
3. POSITIVITY PROMOTES POSSIBILITY
A world where every person achieves their full potential.
We bring out the best in others. We lead with optimism because positivity is contagious and healing.
OUR MISSION
4. EMPATHY WINS
DAP Health provides comprehensive health care and support services where all people are seen, heard, and affirmed.
We practice empathy every day because every person’s story matters. We are kind, compassionate, and professional in all interactions.
CORE VALUES DAP Health’s values define how we show up for our patients, our teammates, and our community. They are more than words on paper. They are daily commitments to live our mission through compassion, accountability, and equity.
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HOW OUR VALUES CONNECT TO OUR BRAND These values are the foundation of the DAP Health tone of voice and creative identity.
Our voice is professional yet personal, confident but never cold, compassionate without being sentimental. We sound like a clinician who listens deeply, a neighbor who cares sincerely, and a leader who speaks with conviction.
They remind us that every message — from a patient check-in to a social media post — is a reflection of who we are:
WRITING STANDARDS: CONTENT AND COPY
•
Accountable in action.
•
Compassionate in care.
•
Positive in spirit.
All DAP Health content should be understandable at a 4th–6th grade reading level. Clear writing ensures accessibility for patients with limited literacy, non-native English speakers, and anyone processing information under stress.
•
Empathetic in every interaction.
Together, they form the heart of DAP Health’s brand promise: We see you. We hear you. We care for you.
VOICE AND TONE: THE DOVE APPROACH How we speak reflects how we care. The DOVE Approach guides how DAP Health communicates in words, visuals, and actions. It ensures that every message we share feels human, hopeful, and rooted in our mission to create a world where every person is seen, heard, and affirmed. D Dignified: Speak with respect and humanity. Honor every person’s worth. O Open: Communicate with honesty and clarity. Use plain language that invites trust. V Vibrant: Bring energy, inclusivity, and life to everything we create. Celebrate joy, resilience, and progress.
Want to test your content? Use readability tools like Hemingway Editor, Grammarly, or Microsoft Word’s Flesch-Kincaid Score.
PLAIN LANGUAGE PRINCIPLES •
Use short sentences (8–12 words).
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Choose common words over medical terms (“high blood pressure” vs. “hypertension”).
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Define unavoidable medical terms in plain language.
•
Avoid jargon and acronyms, or define them on first use.
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Use an active voice: “Take your medicine every day” instead of “Medicine should be taken daily.”
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Chunk content into short paragraphs with clear headings.
E Empathetic: Lead with heart in every interaction. Listen first, then respond with warmth and compassion.
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HOW WE TALK THE TALK — BECAUSE OUR WORDS HEAL, TOO TONE
Language of Inclusion
DAP Health’s tone is empowering, respectful, relatable, and community centered.
Avoid outdated or stigmatizing terms.
Examples: “Patients diagnosed with hypertension should adhere to pharmacological interventions.” “If you have high blood pressure, your doctor may give you medicine to help lower it.” Our Voice in Action DAP Health’s voice is both professional and personal. Confident without being cold. Compassionate without being sentimental. We sound like: •
A clinician who listens deeply.
•
A neighbor who cares sincerely.
•
A leader who speaks with clarity and conviction.
Say: •
“People living with HIV,” not “HIV patients.”
•
“Transgender person,” not “transgendered.”
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“People with disabilities,” not “the disabled.”
•
“Team members” or “employees,” not “staff.”
Examples: “Patients should complete annual screenings.” “Everyone should get a yearly checkup — it helps you stay healthy.” “Testing is available at our clinic for STIs.” “You can get a private, easy sexual health check at DAP Health.”
Our tone adapts to the message, but our purpose never changes: To make every person feel respected, understood, and empowered to live their healthiest life.
OUR BRAND IS THE STORY OTHERS TELL ABOUT US. IT’S HOW WE MAKE THEM FEEL. DAP Health Brand Style Guide
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SAY IT LIKE YOU MEAN IT — AND LIKE A HUMAN GRAMMAR AND STYLE ESSENTIALS
DAP HEALTH SERVICES — COMMON TERMS
•
Avoid jargon unless necessary.
•
Define medical terms simply.
Always use the preferred terms below for clarity and consistency:
•
Avoid abbreviations and internal shorthand.
Preferred Term
Use Instead of
•
Always spell out full program and department names.
Clinician
Provider
•
Use the Oxford comma.
Gender-affirming care
Transgender services
•
Capitalize job titles only when they appear before names.
Health care
Healthcare
Health check
Screening
•
Use title case for headlines and sentence case for body copy.
Mental health care
Behavioral health services
•
Spell out numbers one through nine; use numerals for 10 and higher.
Pharmacy
Drugstore
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Write full dates (Monday, December 1, 2025).
Primary care
Medical clinic
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Avoid starting sentences with numerals.
Sexual health care
STI testing
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Use only one space after periods.
Short-term rehabilitation
Rehab
•
Use periods in phone numbers (123.456.7890)
Team member
Staff
Whole-person care
Holistic care
Words by
Written by
Let’s eat grandma. Let’s eat, grandma. Use the comma, save a life.
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COMMUNICATION IS JUST ANOTHER WAY WE CARE EMAIL ETIQUETTE Since email is one of our most frequent forms of communication, it should reflect our professionalism. •
Use BCC for multiple external recipients.
•
Convert attachments to PDF before sending.
•
Set an autoreply when out of office for more than two business days: “Hello. I’m out of the office until [date]. I’ll respond when I return. For urgent needs, please contact [name, email, phone].”
•
Use the approved DAP Health email signature template. Inspirational quotes, emojis, and wallpapers are not permitted.
Signature example: Jane Doe
Director of Department
Pronouns: She/Her/Hers 760.123.4567 760.123.4567 JDoe@DAPHealth.org DAP Health – Palm Springs
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WE’RE ONE MISSION, ONE ORGANIZATION, BUT MORE THAN JUST ONE LOCATION DAP Health is more than any single clinic, store, or program. We are a unified network of compassionate professionals serving diverse communities across Southern California. Whether you work in Palm Springs, Indio, Coachella, Borrego Springs, or any of our partner locations, you represent one powerful brand — DAP Health. When we all speak with one voice, patients, clients, and partners recognize us as a single, trusted source of whole-person care.
You Work at DAP Health WHEN TO SAY “DAP HEALTH” Use DAP Health as your primary identifier whenever you’re communicating externally. To each other, it’s natural to refer to “Borrego,” “Indio,” or “Revivals,” but to the public, donors, patients, partners, and the media, we are always DAP Health. Use “DAP Health” most of the time in: •
All written and verbal correspondence outside the organization.
•
Press releases, website copy, and marketing materials.
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Social media profiles, posts, and hashtags.
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Public speaking or interviews.
•
Patient- and community-facing communications.
Examples: “I’m proud to work for DAP Health.” “DAP Health provides care across multiple locations in the Coachella Valley and beyond.” “I work for DAP Indio” or “I’m with Borrego Clinic.” Special note: We pronounce “DAP” as Dee-Ay-Pee. DAP does not rhyme with cap, map, or nap.
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OFFICIAL LOCATION NAMES When it’s necessary to reference a specific location, always use the full, approved name with the correct format: DAP Health – [Location Name] Official DAP Health locations include (as of Q1 2026): •
DAP Health – Palm Springs
•
DAP Health – Indio
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DAP Health – Coachella
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DAP Health – Cathedral City
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DAP Health – Desert Hot Springs
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DAP Health – Borrego Springs
•
DAP Health – Thermal
•
DAP Health – San Jacinto
(See all current locations at DAPHealth.org/our-locations) How to Write and List Location Names •
Always write DAP Health – [Location Name] with a short hyphen and a space on both sides of the hyphen.
WHEN IT’S OK TO USE A PROGRAM NAME Some programs — like Revivals Stores, Partners for Life, and The Chase — have distinct public identities, but are always tied back to the DAP Health brand. Use the correct format: Revivals Stores benefiting DAP Health Partners for Life benefiting DAP Health The Chase benefiting DAP Health Why It Matters Every time we say “DAP Health,” we strengthen recognition and trust in our brand. We remind our patients, donors, and partners that we’re not just one clinic or one store. We are a growing, unified network committed to health equity for all.
MANY LOCATIONS. ONE MISSION. ONE DAP HEALTH.
Example: DAP Health – Indio •
Never abbreviate (e.g., DAP, DH, DAP Indio).
•
When listing multiple locations, only use “DAP Health –” once at the beginning: DAP Health – Borrego Springs, Indio, and Palm Springs.
•
Always list locations in alphabetical order and use the Oxford comma before “and.”
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OUR VOICE HAS A PULSE — STEADY, WARM, AND HUMAN IF IT DOESN’T SOUND KIND, CLEAR, AND HUMAN — IT’S NOT US THAT’S JUST FOR STARTERS — A FEW MORE THINGS YOU SHOULD KNOW
USE ACTION WORDS — AVOID THE PASSIVE VOICE
How we write reflects how we care.
Active language feels confident, clear, and human. Passive language feels distant or clinical.
DAP Health’s written voice is human, clear, and compassionate. Every message we share — from a patient brochure to a donor appeal — should sound like a trusted friend speaking with warmth and confidence. These simple guidelines help ensure that all DAP Health communications are consistent, inclusive, and easy to understand. Write Like You’re Talking to Someone
Active: “Schedule your next checkup today.” Passive: “Appointments can be scheduled at your convenience.” Use verbs that encourage movement and empowerment — words like “discover,” “connect,” “join,” “get,” “receive,” “learn,” and “share.” Focus on the Reader’s Benefit
Use “you” more than “we” or “our.”
Every piece of writing should answer one question: “What’s in it for the reader?”
We don’t lecture, we connect. Talk to readers directly, the same way you would in conversation.
Don’t just list services, describe how those services improve lives.
Example: “DAP Health provides compassionate, comprehensive care to patients in need.” “You’ll find care here that treats every part of you: body, mind, and spirit.” Focus on what people feel and receive, not just what we do. Avoid third-person narrative or overly formal language. If it doesn’t sound natural when spoken aloud, rewrite it.
Active: The cat chased the mouse.
“Get compassionate HIV care in one place, with doctors, pharmacy, and mental health support all under one roof.” “DAP Health offers primary, specialty, and behavioral health services.” Keep it personal, hopeful, and easy to picture. Elevator Speech “DAP Health is a nonprofit health care organization providing primary, specialty, and mental health care, plus social services, pharmacy, and housing support, to more than 88,000 people in Southern California. We believe health care is a human right, and we serve everyone with dignity and compassion.”
Passive: The mouse was chased by the cat.
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BE KIND TO OUR LOGO — IT’S DOING A LOT OF HEAVY LIFTING
Visual Identity: Logo, Color, Typography
PROTECTING THE INTEGRITY OF OUR LOGO
Never reproduce the logo in unapproved colors or add gradients, patterns, or filters. (In rare cases, such as for Breast Cancer Awareness, we may change the colors of the logo. This may only be done with permission.)
It represents all of us, so please use it with care Our logo reflects who we are: a trusted, compassionate, and forward-thinking organization that believes health care is a human right. Every time it appears, it tells the story of DAP Health: who we serve, how we care, and what we stand for. That’s Why Consistency Matters When our logo is used the right way, it builds recognition, reinforces trust, and strengthens our connection with patients, clients, donors, and the community. When it’s used incorrectly, it dilutes that trust, and yes, it makes us a little sad. What Not to Do Protecting our logo’s integrity is everyone’s responsibility. Please avoid the following: Don’t change the colors. Only use the approved full-color, one-color (black), or white versions.
DAP Health Brand Style Guide
Don’t clash with backgrounds. Use the logo on clean, neutral, or lightly colored backgrounds. Avoid busy patterns, harsh contrasts, or photography that makes the logo hard to read. Don’t add effects. The logo should never include shadows, outlines, bevels, glows, or decorative treatments. Clean and simple always looks the most professional. Don’t distort or crop. Never stretch, crop, or alter the proportions of the logo. When rotating, do so by 90°, and position so it reads top to bottom. Do not separate the text from the icon unless approved for small-format or social applications.
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OUR LOGO IS NOT A TOY TREAT IT LIKE A PATIENT — WITH RESPECT AND CARE WHEN AND WHICH DAP HEALTH LOGO TO USE
Primary
In almost every case, the primary DAP Health logo should be used. This consistency reinforces DAP Health as one unified organization serving many communities.
Alternate
Use the primary logo on: •
Business cards and nametags
•
Apparel and merchandise
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Signage and facility branding
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Email signatures and letterhead
•
Flyers, brochures, and newsletters
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All digital, print, and outdoor advertising
•
All social media accounts and content
Super Graphic
When to Use the Alternate Logo On the rare occasion that the space for the logo is very small, use the alternate DAP Health logo for readability. The clear space for the logo requires a 2:1 ratio. This means the clear space should equal twice the height of the “A” in DAP.
When to Use the Super Graphic Logo The super graphic DAP Health logo may be used as a design element only on pieces that include the primary DAP Health logo. Preferred Logo Placement and Clear Space Top-left or bottom-right corner of layouts. Give it room to breathe. The DAP Health logo must always be surrounded by clear space equal to twice the x‑height of the “A” in DAP.
File Type: Raster vs. Vector Logo Files Vector logo files should be used in all print advertising. If you need a particular file format, please contact Marketing@DAPHealth.org.
When to Use Location or Program Logos
In Short
Use the primary logo in nearly all cases. Program or location-specific logos (e.g., DAP Health – Borrego Medical Center, Revivals Stores by DAP Health) may be used only with approval from Marketing@DAPHealth.org.
The DAP Health logo stands for trust, care, and inclusion.
DAP Health Brand Style Guide
Use it proudly, use it correctly, and help us keep it as strong as the mission it represents.
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RECOMMENDED COLOR TREATMENTS Full Color
Black & White
Greyscale
White/Reversed
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SUPER GRAPHIC
Examples:
The super graphic DAP Health logo may be used as a design element only on pieces that include the primary DAP Health logo. It functions as a supporting design element, not as the primary logo.
The examples shown below illustrate potential applications of the super graphic across various touchpoints, such as stationery, collateral, and digital platforms. These mockups are intended to demonstrate how the icon may be integrated into the brand system.
Horizontal Orientation The icon may be used in its original horizontal orientation. Recommended uses include print collateral, merchandise, and digital layouts where horizontal space is available. Vertical Orientation The icon may be rotated 90° clockwise so that the “D” sits at the top. Recommended uses include social media profiles, app icons, and other square or circular applications where vertical orientation improves clarity. Placement The accent version may appear in corners, margins, or backgrounds, provided the full logo also appears prominently on the piece. Scale and Transparency The super graphic should remain secondary in visual weight to the primary logo. Opacity adjustments, layering, or partial cropping are permitted if done tastefully and without distorting the icon.
Please note: These visuals are for presentation purposes only and do not represent final approved artwork. Actual implementation of the logo in future collateral or activations will require separate design development. All work shown are conceptual examples and are not meant to final artwork.
Jane Doe Director of Development 1695 North Sunrise Way Direct 760.123.4567 Palm Springs, CA 92262 Main 760.123.4567 ccarroll@daphealth.org 760.323.2118
DAPHealth.org
Restrictions The accent treatment may not replace the primary logo in official lockups. Do not stretch, rotate beyond the approved orientations, or recolor outside of the brand palette. Recommended Uses Stationery, presentation templates, social media graphics, and collateral where an additional brand flourish enhances visual identity without overpowering content.
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OUR COLORS ARE VIBRANT, FLEXIBLE, AND REFLECTIVE OF THE DIVERSITY WITHIN OUR ORGANIZATION AND THE PEOPLE WE SERVE
Color Palette
The DAP Health core color palette blends bold, modern hues with warm, approachable tones to symbolize both innovation and empathy. Color
HEX
RGB
CMYK
Bright Blue
5374B9
R 083 G 116 B 185
C 073 M 089 Y 014 K 002
7456
Represents trust, stability, and access to care. Often used for backgrounds and accents.
Violet Purple
6F2E94
R 035 G 031 B 032
C 070 M 097 Y 000 K 000
526
Symbolizes dignity, equity, and compassion. Strong for headers, banners, and callouts.
Sunset Orange
EF4723
R 239 G 071 B 035
C 000 M 087 Y 100 K 000
1665
Conveys warmth, energy, and action — ideal for buttons, calls-to-action, and event materials.
Golden Amber
F9AE39
R 249 G 174 B 057
C 001 M 036 Y 088 K 000
143
Suggests optimism and humanity. Used to bring warmth to printed and digital designs.
Deep Red
97282C
R 151 G 040 B 148
C 027 M 095 Y 086 K 024
1807
Embodies courage and passion. Best used sparingly as an accent.
Light Blue
29AAE1
R 041 G 170 B 225
C 070 M 016 Y 000 K 000
298
Evokes renewal and forward-thinking care. Used for highlights or illustrations.
Plum Magenta
AA58A8
R 170 G 088 B 068
C 036 M 078 Y 000 K 000
258
Represents belonging and whole-person well-being. Ideal for backgrounds and soft gradients.
Warm Brown
935A02
R 147 G 090 B 002
C 033 M 064 Y 100 K 023
154
Grounds the palette in humanity and authenticity. Used as an anchor or for emphasis.
White
FFFFFF
R 255 G 255 B 255
C 000 M 000 Y 000 K 000
White
Provides clarity, contrast, and accessibility across all materials.
Grey
F2F2F2
R 242 G 242 B 242
C 004 M 002 Y 002 K 000
Cool Grey 1
Provides clarity, contrast, and accessibility across all materials.
Grey
EEEEEE
R 242 G 238 B 238
C 005 M 004 Y 004 K 000
Cool Grey 2
Provides clarity, contrast, and accessibility across all materials.
Black
000000
R 000 G 000 B 000
C 075 M 068 Y 067 K 090
Black
Provides clarity, contrast, and accessibility across all materials.
DAP Health Brand Style Guide
Pantone
Usage
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Extended Color Families
Color in Practice
DAP Health’s extended palette includes complementary tones within each hue family, allowing for flexibility across print, digital, and environmental design.
•
Use primary colors for high-impact brand materials (ads, signage, website, and print collateral).
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Use accent colors (Light Blue, Plum, Amber) to bring warmth and diversity.
Our palette was designed to meet Web Content Accessibility Guidelines (WCAG) for contrast and readability.
•
Keep designs clean and open. Color should enhance, not overwhelm.
When in doubt:
•
Apply the core palette consistently to strengthen recognition and trust.
Each color family includes light, mid, and deep tones, creating harmony and accessibility across all materials. Avoid mixing unrelated families in the same design to maintain a cohesive and intentional look. Accessibility and Balance
•
Pair light backgrounds with dark text, and dark backgrounds with light text for legibility.
In Summary
•
Use bold colors sparingly to highlight key actions or information.
Our colors make people feel what we stand for: trust, care, and possibility.
•
Let neutral tones provide balance and breathing room.
When used thoughtfully and consistently, they turn every communication into a reflection of DAP Health’s mission: to create a world where every person is seen, heard, and affirmed.
Pro tip: Each piece should include no more than 2–4 colors per design family. This keeps our communications clear, modern, and unmistakably DAP Health.
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LOOKS MATTER (AT LEAST WHEN IT COMES TO OUR BRAND) Typography gives structure to our message and reflects the clarity, compassion, and confidence of DAP Health. Typography is one of the most visible ways our brand speaks. It connects our words to our personality: professional, human, and forward-thinking. Our typefaces were chosen for their modern design, exceptional readability, and flexibility across print, digital, and environmental applications. When used consistently, typography helps DAP Health look and sound unified, whether we’re sharing medical information, patient stories, or donor appeals.
OUR CORE TYPEFACES Primary Typefaces Our main type system features Gilroy and Archivo, selected for their clarity, balance, and approachability These fonts create a clean, modern typographic system that reflects both professional strength and human warmth. Gilroy’s geometric form conveys precision and confidence, while Archivo’s softer edges enhance legibility and friendliness. Typography is how our care looks on the page — it should feel calm, confident, and human.
Typography: The Voice of Our Visual Identity
Aa H1 – Headlines Gilroy Bold (In Microsoft Word: Montserrat Bold) For major headlines, titles, and key messages 33 pt / 29 pt leading / –35 tracking (adjust proportionally)
Aa H2 – Subheads Gilroy Medium (In Microsoft Word: Montserrat SemiBold or Regular) For section titles and secondary headings 60–70% of H1 size / 1.1–1.2 line spacing
Aa
P1 – Body Copy Archivo Regular or Medium (In Microsoft Word: Calibri Regular) For general text, articles, and correspondence 10–11 pt / 13 pt leading / 0 tracking Microsoft Office & Everyday Use In Microsoft Word, PowerPoint, Outlook, or Google Workspace, where Gilroy and Archivo may not be installed, use the following approved substitutes for internal consistency: H1 – Headlines: Montserrat Bold H2 – Subheads: Montserrat SemiBold or Regular P1 – Body Copy: Calibri Regular Always maintain clear hierarchy and contrast. Don’t mix headlines and body styles, and never use unapproved fonts.
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TYPOGRAPHIC PRINCIPLES
TONE AND STYLE ALIGNMENT
Keep It Clear and Human
Our typography supports the same voice as our words: calm, confident, inclusive, and compassionate.
•
Use title case for headlines and sentence case for body copy.
•
Avoid excessive capitalization; all caps should only be used for short, bold headers or labels.
Use clean spacing, balanced weights, and accessible sizes to make every message feel grounded and empathetic.
•
Use ample line spacing and clear margins to make text approachable and readable.
In Practice •
Use Gilroy Bold for headlines that carry hope, pride, or strength.
Visual hierarchy guides readers through information naturally:
•
Use Archivo Regular for body copy that informs, comforts, and connects.
•
Use Gilroy Bold for main headlines.
•
•
Use Gilroy Medium or Montserrat Regular for subheads.
Keep layouts open, uncluttered, and easy to read.
In Summary
Create Hierarchy
•
Use Archivo Regular or Calibri for body copy.
Maintain Accessibility All typography should meet accessibility and readability standards: •
Ensure adequate color contrast (especially when using brand colors as backgrounds).
•
Use left-aligned text (ragged right) for easier reading.
•
Never center large paragraphs or justify body text.
Typography is the backbone of DAP Health’s design system. Simple, modern, and inclusive, it gives visual voice to our mission of making health care accessible and equitable for all.
Stay Consistent Consistency strengthens recognition. Whether designing a flyer, webpage, or patient education handout, use the same typographic hierarchy throughout. This builds familiarity, trust, and visual harmony across all DAP Health materials.
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Layout and Design Standards
DESIGN LIKE YOU CARE — BECAUSE YOU DO Design with purpose. Communicate with clarity. Reflect our care in every detail.
Use DAP Blue and Brand Colors With Intention
DAP Health’s design system brings our mission to life visually.
•
DAP Blue (#5374B9) is our foundation color. Use it for primary headlines, buttons, and key callouts.
•
Accent colors like Violet Purple, Sunset Orange, and Golden Amber add warmth and energy but should never compete with readability.
•
Limit each design to 2–4 colors per layout to maintain balance and cohesion.
Each layout, image, and color choice should reflect our values, dignity, inclusion, and equity, while creating a consistent and recognizable look across all communications. Our visual approach is clean, modern, and welcoming. It uses structure and white space to make information accessible, and emotion to make it human.
CORE LAYOUT PRINCIPLES Embrace White Space White space is not empty; it creates calm and focus. Avoid trapped white space. Let it breathe. Use generous margins and breathing room around headlines, photos, and icons to ensure a feeling of clarity, professionalism, and compassion. A balanced layout reflects the peace and trust we bring to patient care. Prioritize Readability •
Keep text left-aligned and avoid justification.
•
Do not hyphenate.
•
Avoid widows and orphans.
•
Use DAP Health’s approved typefaces. Gilroy for headlines and Archivo for body text or Montserrat/Calibri for internal applications.
•
Maintain strong contrast between text and background for accessibility (meeting WCAG standards).
DAP Health Brand Style Guide
More Than a Pharmacy. Your Partner in Care. From home delivery to financial assistance, we’re here for you.
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TAKE A PICTURE, IT LASTS LONGER Photography Standards Photography should always feel authentic, inclusive, and empowering. Use images that capture real people — diverse in age, race, gender identity, body type, and experience — engaged in genuine moments of care or connection. Avoid overly posed or stock-looking imagery. Also avoid overly AI-generated-looking imagery. Our visuals should reflect the diverse communities we serve: vibrant, real, and human. On photo shoots, remove excess clutter, and clean surfaces, windows, and floors. When taking photos, don’t cut off hands, feet, and other body parts. If wanting to capture a person with a certain crop, take a sample photo AND the full-body photo. Always take a “background” photo of the setting being used without the people but with the same lighting and setup. Keep contrast in mind between clothing and backgrounds if we will need to cutout the background. Best Practices •
Favor natural light and warm tones that align with our color palette.
•
Use diverse backdrops and settings that convey approachability.
•
Ensure written materials include alt text descriptions for accessibility.
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Shapes and Graphic Elements The DAP Health accent shapes are signature design elements that add rhythm and identity across materials. Use them thoughtfully as supporting design accents, not the focal point. •
Choose shapes from the same color family to maintain harmony.
•
When layering behind portraits or photography, keep shapes to 30–40% of the composition so the subject remains the focus.
•
Use 1–3 shapes per layout for clarity and balance.
When layering behind a person or subject, shapes should occupy no more than 30–40% of the layout area to keep the subject primary.
Accent shapes add optimism and creativity, but restraint shows confidence.
Use layering or cropping to integrate shapes subtly and avoid overwhelming the content. Do not change opacity of shapes.
Reserve brighter or more saturated hues for accent shapes; ground the design with mid‑tones or neutrals.
DAP Health Brand Style Guide
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Borders and Frames (Print Only)
[.36 ÷ 6= .06] [.06 x 72 = 4.323pt]
For print materials — like stationery, brochures, and reports — use the DAP Health Border System for consistent framing: •
Margin frame (outer frame): The space between the edge of the page and the inner content box should equal 4.3% of the shortest side.
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Inner border (fill box): A thin line equal to onesixth of the margin width multiplied by 72 points creates visual balance.
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Borders may use brand colors or subtle grey tones that complement the palette.
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All bleeds should be at 0.125 on all sides.
4.323pt
.36"
11"
This creates the sense of precision and calm professionalism that defines DAP Health’s brand. Templates and Accessibility To ensure visual and written consistency, always use the approved DAP Health templates for: •
PowerPoint presentations
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Flyers and forms
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Letterhead and email signatures
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Internal and external reports
8.5"
[8.5" x 0.043= .36"]
Templates and brand assets are available through the DAP Health Marketing and Communications team. For access or questions, email Marketing@DAPHealth.org. In Summary Great design is an act of care. Every layout, color, and photograph should help people feel welcomed, informed, and affirmed, just as they do when they walk through our doors.
DAP Health Brand Style Guide
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CARE ISN’T CARE IF EVERYONE CAN’T USE IT
Accessibility
Part of being a nonprofit health care organization is making sure everyone can fully engage with us. Not some people, not people with perfect eyesight or fast Wi-Fi — everyone! Accessibility isn’t optional. It’s a mindset, a habit, and a promise we make every day in every DAP Health communication.
Testing Contrast
We’re committed to accessibility because it reflects our deepest values: dignity, inclusion, and respect for every person’s right to receive care, information, and connection. And yes, there are laws behind it — Section 504 and the ADA apply to DAP Health — but we show up for accessibility because it’s the right thing to do.
ACCESSIBILITY GUIDELINES As platforms evolve and trends come and go, our commitment to accessibility stays the same. Every design choice we make — from colors to type to the way content is structured — affects whether someone can access the information they need. It’s not just about style, it’s about usability, comfort, and equity. COLOR & TYPE: MAKE IT EASY TO SEE AND EASY TO READ Strong color contrast isn’t decorative, it’s essential. To meet accessibility standards, always use approved color combinations. Be especially thoughtful with reverse type and text over images, because not everyone has perfect vision (and let’s be honest, small text on a busy background is hard for all of us).
For digital content, use simple online tools to check contrast and legibility: •
WebAIM Color Contrast Checker
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WebAIM Link Contrast Checker
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WCAG Color Contrast Chrome Extension
For printed materials, it’s trickier, but a quick blackand-white test print will reveal contrast issues fast. IMAGES: SHOW OUR DIVERSE COMMUNITIES — AND DESCRIBE THEM CLEARLY Images should reflect the diverse communities we serve: people of all ages, abilities, identities, and backgrounds. Inclusivity in photography isn’t a trend, it’s how people know they belong here. Every meaningful image must include alt text, so visually impaired users can access the same information through a screen reader. Think of alt text like describing a scene to a friend over the phone. Keep it short, visual, and helpful. Alt Tex Tips: •
125 characters or fewer.
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Skip phrases like “Photo of…”
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If the image is mostly text, use that text as the alt text.
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If an image gives direction or meaning, make sure the alt text does too.
WCAG Contrast Requirements: •
Normal text: at least 4.5:1 for Level AA, 7:1 for Level AAA
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Large text (18pt+, or 14pt bold+): at least 3:1 for Level AA, 4.5:1 for Level AAA
When in doubt, check your work. Your audience will thank you.
DAP Health Brand Style Guide
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AUDIO & VIDEO: IF THERE’S SOUND OR MOTION, IT MUST BE ACCESSIBLE Any audio or video we publish must include captions, transcripts, or audio descriptions so everyone can engage with our content. Captions •
YouTube, Facebook, and Vimeo support closed captions — just proofread them (auto-captions are helpful but not accurate enough).
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Twitter, Instagram, and LinkedIn require open captions for ADA compliance.
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For engagement, open captions often perform better anyway, especially since many platforms mute videos by default.
DIY Captioning Tools •
Amara
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YouTube caption editor
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Trint (free trial)
For live events, consider adding real-time captioning through platforms like StreamText or Zoom’s transcription tools. Transcripts
Audio Descriptions If a video communicates important information visually, include audio descriptions so blind or visually impaired viewers get the full experience. This can be done in-house for simple videos or through a service for more complex content. DIGITAL ELEMENTS: STRUCTURE CONTENT WITH CARE Accessible digital content isn’t just a courtesy, it’s how people navigate, understand, and trust our information. •
Use semantic HTML structure (headings, lists, navigation).
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Publish content in native HTML whenever possible.
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Avoid relying on PDFs or Word files alone.
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Make sure every link describes exactly where it leads.
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Use keyboard-friendly navigation.
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Keep touch targets at least 44px.
Good structure helps everyone — including screen readers, mobile users, and people skimming for key info (which is… most of us).
A transcript turns audio into readable text in a separate document. It should include: •
All spoken words.
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On-screen text.
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Any visual information needed to understand the content.
EVERYONE DESERVES A FRONT-ROW SEAT DAP Health Brand Style Guide
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DAP Health Content Style Guide
01|2026
DAP Health Content Style Guide For blog & magazine writers, internal communications, philanthropy, and patient communications
Examples: “Patients diagnosed with hypertension should adhere to pharmacological interventions.”
PURPOSE DAP Health’s goal is to improve access to care and health equity. A key part of that mission is ensuring our written content empowers community members by improving their health literacy. This style guide provides clear standards for all writers, so content is: •
Accessible to readers at a 4th–6th grade reading level.
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Respectful, inspiring, and non-patronizing.
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Focused on clarity, accuracy, and inclusivity.
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A tool for equity, removing barriers to understanding health information.
Writing at this level does not mean “dumbing down.” It means meeting readers where they are by making complex health topics easier to understand.
WHAT IT LOOKS LIKE
“If you have high blood pressure, your doctor may give you medicine to help lower it.”
TONE & VOICE Empowering, not intimidating: Give readers confidence to take action. Respectful & inclusive: Assume intelligence, avoid talking down. Practical & relatable: Use real-world examples. Hopeful & community centered: Reflect DAP Health’s values of care, inclusion, and health equity.
TOOLS TO CHECK READING LEVEL Every writer must test content before submission. These tools show grade-level readability: •
Hemingway Editor (free online tool) — highlights complex sentences and words.
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Grammarly Readability Score — measures reading ease.
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Microsoft Word / Google Docs — built-in readability check (enable “Flesch-Kincaid Grade Level”).
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Readabilityformulas.com — multiple readability calculators.
Short sentences: Aim for 8–12 words. Simple words: Choose “high blood pressure” over “hypertension.” Active voice: “Take your medicine every day” vs. “Medicine should be taken daily.” Clear structure: Use headings, subheadings, and bullet points to break up information. Define medical terms: If you must use them, explain in plain language. Avoid jargon and acronyms: If unavoidable, define them on first use.
DAP Health Content Style Guide
Writers must document the score when submitting content (target: Grade 4–6).
ONE VOICE, MANY WAYS TO SAY WE CARE KEEP IT REAL, KEEP IT RESPECTFUL
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CONTENT STRUCTURE To improve accessibility and health literacy: • •
Use “chunking:” Break information into short sections. Prioritize key messages: Lead with the most important takeaways.
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Add visuals: Diagrams, photos, or infographics reinforce understanding.
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Include calls to action: Direct readers to services, events, or resources.
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Use repetition for emphasis: Key points should appear more than once.
EQUITY LENS This guide is rooted in health equity. Accessible writing is a requirement, not a suggestion. By simplifying language, we remove barriers for: •
Readers with limited literacy.
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Non-native English speakers.
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Community members unfamiliar with medical systems.
Every piece of content must: •
Be accessible at a 4th–6th grade level.
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Use inclusive language (avoid stigmatizing terms).
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Highlight action steps readers can take to improve health.
WRITER REQUIREMENTS All writers hired by DAP Health must: •
Follow this style guide.
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Submit readability test scores with content drafts.
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Be open to edits that bring content into alignment with our mission of improving health literacy.
their care, experience better health outcomes, and live healthier lives.
WHAT RESEARCH SHOWS Most adults receive help from plain language, even highly educated readers. Studies on plain language communication (including in medicine, government, and legal fields) consistently show that simplifying text improves comprehension, recall, and decisionmaking for all readers. A CDC review found that materials written at a lower grade level are preferred and trusted more by patients across all education levels. Higher literacy readers don’t disengage. There’s no strong evidence that people with higher literacy will refuse to read something written at a 4th–6th grade level. In fact, in surveys and focus groups, even collegeeducated participants reported that plain-language health materials were clearer, faster to read, and more helpful. Health information is a special case. People process health information differently because it is often high-stakes and emotionally charged. The Agency for Healthcare Research and Quality (AHRQ) notes that stress, illness, or fear can temporarily reduce reading comprehension, even for highly educated individuals. This is why medical instructions are often written at a 6th grade level — so patients can act on them under stress.
BEST PRACTICE: WRITE FOR THE BROADEST AUDIENCE The American Medical Association (AMA) and National Institutes of Health (NIH) recommend health materials be written at a 6th grade level or lower.
WRITING AS EQUITY IN ACTION
The CDC’s “Simply Put” guide advises aiming for 4th–6th grade as a universal best practice.
Accessible writing is equity in action. By making health information easy to understand, we help our community members make informed choices about
This approach doesn’t exclude higher-literacy readers, it makes content faster, easier to scan, and more accessible for everyone.
DAP Health Content Style Guide
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DAP Health BRAND STYLE GUIDE
01|2026