MHD Brand Guidelines

BRAND GUIDELINES

INTRODUCTION

These guidelines introduce the City of Milwaukee Health Department's (MHD) visual identity system. The information found here will help you develop communications that project a unified and consistent brand image.

Many people think of a brand as a logo, an icon or an ad campaign. These are all aspects of a brand, but a brand is much more than that. A brand is a person’s connection to and feeling about a product, service or company. A strong brand tells the truth. It delivers what it promises. It resonates with people. This expectation evolves into trust, resulting in a strong relationship between customer and company.

Presenting a strong and consistent brand image is the responsibility of everyone who uses the brand. These guide lines are your support in using these elements successfully.

LETTER FROM THE COMMISSIONER

Commissioner of Health Jeanette Kowalik, PhD, MPH, MCHES

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MISSION, VISION, AND

MISSION

Advance the health and equity of Milwaukeeans through science, innovation, and leadership.

VALUES

VALUES

VISION

Living Your Best Life, Milwaukee

INNOVATION | We believe in nurturing creativity and new ideas that challenge us to do our everyday work better.

EQUITY | We acknowledge historic and current injustices in our community and strive to cultivate an environment where everyone in our community has equal opportunity to be healthy.

COLLABORATION | We convene community members, partners, and elected officials to meet the needs of our community.

COURAGE | We take strategic risks and bold initiative to advocate for and prioritize the needs of our community.

ACCOUNTABILITY | We act with transparency and integrity to advance the health of Milwaukee.

QUALITY | We continuously improve and adapt to create sustainable and positive health outcomes.

SYMBOL WORDMARK

The City of Milwaukee Health Department logo represents the diversity and interconnection of the department’s programs, partners, and city residents.

• The symbol includes our MHD initials

• These shapes come together to represent:

- The flowing rivers through our city

- The Great Lake we live along

- The green spaces of our urban environment

- A heart that represents our mission to advance the health and equity of everyone in our community

- A yin yang, which in Chinese philosophy represents balance and wholeness

• These all flow together into a circle, a shape of unity

• The color palette of blues and greens represents life, growth, and well-being

IDENTITY

VARIATIONS

Vertical Horizontal

Vertical Abbreviated Horizontal Abbreviated

VARIATIONS | Subheads

Environmental Health

Clinical Services

Policy, Innovation, and Engagement

LIVING YOUR BEST LIFE.

Community Health

LIVING YOUR BEST LIFE.

Department subheads and tagline can be added below the logo, maintaining a clear space measured by the height of the H in the MHD wordmark (shown as the gray value “H” on this page).

When the logo is used at 100% scale as shown here, the department should be typeset using Montserrat Regular, 10pt size, left or center justified to match the horizontal or vertical logo format as appropriate. The tagline is Montserrat Semi Bold, 9pt size.

IDENTITY

TAGLINE

Our tagline 'LIVING YOUR BEST LIFE.' is also our vision. It can be used to complement our messaging in a variety of ways including a stand alone element on branded pieces, as a tagline to our logo, or as part of a social media post.

LIVING YOUR BEST LIFE.

When the logo is used at 100% scale as shown here, the tagline should be typeset using Montserrat Semi Bold, 9pt size, left or center justified to match the horizontal or vertical logo format as appropriate.

LIVING YOUR

LIVING YOUR YOUR LIVING BEST LIFE. BEST BEST LIFE. LIFE.

Environmental Health LIVING YOUR BEST LIFE.

LIVING YOUR BEST LIFE.

IDENTITY

CLEAR SPACE

Clear space is the area surrounding the logo that must always be free of text or any graphic elements. It ensures that the logo stands out in any environment.

Clear space is measured by the height of the H in the MHD wordmark, shown as the gray value “H” on this page.

The minimum clear space must always be '1H' on all sides of the logo. Whenever possible, the amount of clear space should be greater than the minimum shown here.

MINIMUM SIZE

To ensure the clarity and legibility of the MHD logo, a minimum size has been established.

The logo should not be scaled smaller than .5" tall for vertical usage or .275" tall for horizontal usage as shown.

IDENTITY

Vertical logos .5" tall

Horizontal logos .275" tall

INCORRECT USAGE

Here are examples of improper ways to use the MHD logo.

DO NOT:

• stretch

• crunch

• rotate

• violate the space of the logo

• place on busy backgrounds or colors that make it hard to read

• change the colors or fonts

• use the logotype without the symbol

• change in any way from the master logo files

The logo should always be reproduced from master artwork. Never redraw, replace, or modify the letterforms in any way.

City of Milwaukee Health Department

IDENTITY

LORUM IPSUM

COLOR PALETTE

Our color palette was chosen to represent the flowing rivers through our city, the Great Lake we live along, and the many green spaces that fill our urban environment. Blues and greens represent life, growth, and well-being, which reinforce our mission to advance the health and equity of everyone in our community.

PMS 534C 94/74/7/44 #1B365D

PMS 285C 90/748/0/0 #0076BE

PMS 285C 60% 59/27/0/0 #7BA4DB

PMS 361C 76/0/100/0 #43B02A

PMS 376C 54/0/100/0 #84BD00

When full color is not an option, grayscale, black, white, or shades of a color are an option. When reproduced using grayscale or shades of the same color, use the percentages indicated to the right.

When possible, we use color variations to show support for programs, celebrations, events, and causes. A few samples are included.

Contact the graphics department at health_graphics@milwaukee.gov with any requests for custom color usage.

TYPOGRAPHY

For MHD branded materials and supporting content, we use the same fonts used in our logo—Montserrat Regular and Semibold. The rounded, open, and clean lines of the san serif font reinforce our goal to be approachable and friendly.

The font family can be downloaded from multiple sources including: fonts.google.com/specimen/Montserrat www.fontsquirrel.com/fonts/montserrat

Adobe Creative Suite users: fonts.adobe.com/fonts/montserrat

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890=~!@#$%^&*()+[]\{}|:;’:”<>?,./

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890=~!@#$%^&*()+[]\{}|:;’:”<>?,./

Alternative Font - Myriad Pro

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890=~!@#$%^&*()+[]\{}|:;’:”<>?,./

In situations where Montserrat may not be available, use Myriad Pro as a substitute.

PHOTOGRAPHY

MHD photography should feature images that reflect the health, well-being, and vitality of Milwaukee residents, whether it be physical, emotional, mental, societal, or environmental. When possible, a shorter depth-of-field should be used to simplify the content. Imagery may be color or black and white as needed. All photography should depict real life and inclusively represent our diverse community.

TONE AND VOICE

Brand Personality

Not stuffy

Fresh Modern Achievers

Smart Fighters

High energy

Forward-thinking

Colorful

Fun

DO

• Use a conversational tone—we’re talking to fellow community members, friends, and neighbors

• Be inclusive to everyone in our community

• Be authentic and sincere

• Be succinct and to-the-point

DON’T

• Don’t use language that sounds governmental or stiff

• Don’t overcomplicate—keep it simple

• Don’t be sarcastic or silly

LOOK AND FEEL

REPORT TITLE SUBTITLE

Author Name

Author Name

USAGE EXAMPLES | Email

Firstname Lastname, ABBR

Title | Office Department

City of Milwaukee Health Department

Location | Address | Milwaukee, WI 00000

Office: (414) 000-0000 | Cell: (000) 000-0000 | Fax: (414) 000-0000 www.milwaukee.gov/health | Facebook | Twitter

NOTICE: This e-mail and any attachments may contain confidential information. Use and further disclosure of the information by the recipient must be consistent with applicable laws, regulations, and agreements. If you received this e-mail in error, please notify the sender; delete the e-mail; and do not use, disclose, or store the information it contains.

TITLE

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USAGE EXAMPLES | Website

USAGE EXAMPLES | Social

In order to keep social posts consistent, a few elements can be used to bring otherwise unrelated content together. Overlaying the symbol of the MHD logo can function as a watermark, and text-driven content can include brand colors.

For more information and all approval regarding brand usage please contact: health_graphics@milwaukee.gov

If further assistance is needed please contact: 2-Story (414) 220-9663 info@2-story.com City.Milwaukee.gov/Health