Liberty HealthShare Brand Book for Ambassadors

BRAND BOOK

01 BRAND BOOK

Our Ministry

We lighten each other’s burdens.

As a healthsharing ministry, Liberty HealthShare facilitates the sharing of healthcare costs among its like-minded members, who hold common Christian beliefs. Our ministry is comprised of practicing Christians who are aligned with ideals and principles found in the Christian Bible. These principles are based upon the responsibility to assist in meeting each other’s needs. We ask that our members subscribe to the principles of individual responsibility for their own health and of helping others in need.

More than a health insurance alternative.

Liberty HealthShare continues to advance its non-profit ministry to expand access to quality, cost-effective healthcare across the communities we serve. We create pathways to better health by offering a broad spectrum of value-based sharing programs for individuals and families, including those on a tight budget. Currently we serve 90,000 members across the U.S. who have found healthsharing a compelling and affordable health insurance alternative.

thousands of members across the U.S. who have found healthsharing a compelling and affordable health insurance alternative.

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Brand Power

The Liberty HealthShare logo is a valuable asset, and like any asset, it must be properly applied and protected. We should all be mindful of how we represent Liberty HealthShare in all communication and outreach materials. Ensuring that our mark is properly used protects our ministry and our builds member’s confidence. This publication provides instructions on how the Liberty HealthShare marks should be properly used, including but not limited to, how to use them in print advertisements, websites, and marketing materials. These guidelines also present examples of common mark uses and misuses, as well as how to represent the legal copyright when using the brand, or tradename. Ultimately, this logo ‘brand book’ should provide guidance as to how to protect and properly utilize the logo across many platforms. Whether you are creating a presentation or simply writing an email, these guidelines are designed to help you support the power of the Liberty HealthShare brand.

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Managing our brand is a responsibility of each team member. These guidelines are part of our ministry journey. Anyone who communicates on the ministry’s behalf should find these guidelines to be helpful and perhaps even a little inspiring.

Liberty HealthShare is more than a logo, a collection of photos, Sharing Guidelines, or even a colorful website. Those are simply documents and communication tools. Who we are comes from a much deeper place. It comes from within each of us who are guided by the Christian beliefs that compose our Vision, Mission and Values. We remain steadfast in our Christian faith and are responsible to each other and our members. And we’re going to continue to tell people who we are and how we can meet their needs in a way that best represents God, trust, and confidence.

In His love and service,

Dorsey Morrow Chief Executive Officer

BRAND BOOK

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Our Logo

Logo Specifications

Primary Logo

For use in most applications, our primary logo should preferably be used on a white background.

Reverse Logo

For use in applications where a white background is not feasible. It should only be used on a solid color or colored images.

Our Logo Elements

Our logo embodies the Christian values of faith, kindness, community and support.

The heart represents the heart of our members and our community's commitment to care for others.

The cross within the heart focuses on our Christian foundation.

The dove's wing represents the peace we offer our members in times of need.

Our logo shows that we are and our team is a Christian ministry. The logo is a symbol of what Liberty HealthShare represents. When people see us, we want to be confident and professional. It illustrates that Jesus is the center point of Liberty HealthShare.

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Safe Zone

The safe zone is to ensure the maximum visibility and readability of our logo, it is required that the safe zone be kept clear of any other elements, including copy, images or other logos.

Our logo is never to be placed too close to the edge of a document. The "H factor" is measured using the height of the uppercase H in the HealthShare wordmark and must be applied to all four sides of the logo as illustrated. H

Logo Spacing

H H H

10 inches 3 i n c h e s 14 BRAND BOOK

Acceptable Combinations

Acceptable combinations are rising magenta, black/white and graceful brown. These 4 colors are the acceptable combinations that we can use with our logo. The white/reverse logo can be used with 2 of these combinations, black can be used with 2 and our primary logo can be used with white.

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Color Palettes

The colors of a brand are a reflection of its identity. They should align with the values and messaging you wish to communicate and elicit the desired emotional response from an audience.

Primary Colors

Secondary Color Palette

The secondary colors are used as a support color for the primary color palette.

Secondary Colors

HEX CODE #471C59 CMYK 80%, 100%, 28%, 30% RGB 71, 28, 89 HEX CODE #C2B8AB CMYK 25%, 23%, 30%, 0% RGB 194, 185, 172

PANTONE 2627 PANTONE 401 RISING MAGENTA GRACEFUL

BROWN

HEX CODE #008EAA CMYK 83%, 29%, 26%, 1% RGB 0, 142, 170 PANTONE 3135 TRANQUIL TEAL HEX CODE #515859 CMYK 67%, 55%, 53%, 29% RGB 67%, 55%, 53%, 29% PANTONE 445 GUIDING GREY

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Exceptional Usage of Icon

The use of the icon without the wordmark can only be used in specific areas and applications where there is not room to fit the complete logo. This exceptional usage requires the written approval of the Vice President, Marketing & Communications.

H H H H

When the icon is used alone, it still must follow the rules of the H height and width (see page 14). The safe zone applies to the icon alone. The two-color icon can only be placed on white backgrounds. A reverse white icon can be used with a color background.

The size of the icon itself can vary. Depending on how small or large the size of the icon needs to be for a specific application. However, it should not be used in an application where it would be smaller than 3/8 of inch.

The Liberty HealthShare icon can be placed in two shape formats if needed. A circle and a square are the two approved formats. The shape format should follow the rules of the H height and width.

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Unacceptable Logo Usage

It is extremely important that the logo, icon and wordmark be used according to the brand guidelines. This includes always using the correct typefaces, color and the correct relative positioning and size of all elements. Below are examples of unacceptable usage of the logo and its elements.

DO NOT apply outer glow

DO NOT rotate the logo.

DO NOT apply drop shadows.

DO NOT add gradient to logo

DO NOT crop the logo

DO NOT change the color

DO NOT stack the logo.

DO NOT add to the logo

DO NOT stretch the logo

DO NOT change typeface.

DO NOT distort the logo

DO NOT blur the logo

Liberty HealthShare

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Primary Font

The primary font to be used in Liberty HealthShare materials, both print and digital is Arial This includes email It may be used in the bold, medium, regular, narrow, italic and black styles

Arial is a sans-serif font and set of computer fonts included in all versions of Microsoft Windows from Windows 3 1 on, and other Microsoft software applications, Apple’s macOS and many PostScript computer printers.

Title Format Regular Type Arial Bold Arial Regular Aa Bb Cc Dd Ee Fe Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01 02 03 04 05 06 07 08 09 Italic Type Arial Italic Aa Bb Cc Dd Ee Fe Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01 02 03 04 05 06 07 08 09 Aa Bb Cc Dd Ee Fe Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01 02 03 04 05 06 07 08 09 Medium Type Arial Medium Narrow Type Arial Narrow Aa Bb Cc Dd Ee Fe Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01 02 03 04 05 06 07 08 09 Aa Bb Cc Dd Ee Fe Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01 02 03 04 05 06 07 08 09 Aa Bb Cc Dd Ee Fe Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01 02 03 04 05 06 07 08 09 Black Type Arial Black Aa Aa 23 Aa Aa BRAND BOOK

Protect our Name

The “Circle R” adjacent to our logo signifies that our servicemark “Liberty HealthShare” has been registered in the U.S. Patent and Trademark Office.

The logo with the “Liberty HealthShare” wordmark should always be used with the “Circle R.”

Additionally, the first prominent mention of the servicemark “Liberty HealthShare” in text should have the “Circle R” immediately following it as follows: Liberty HealthShare®. To type the ®, hold down Ctrl+Alt+R.

The document should include the phrase: “Liberty HealthShare is a servicemark registered in the U.S. Patent and Trademark Office.”

To protect our registered servicemark, when describing our ministry, you should always use our full name, "Liberty HealthShare," and not shorten it to "Liberty" or "LHS."

Employees with questions about proper servicemark usage should contact the Legal department or Marketing & Communications.

Registered Trademark

Registered trademarks offer legal protection for a symbol, logo, phrase, word, design or name that represents goods or products.

Registered servicemarks offer the same protections for services. Our servicemark protects unauthorized use of “Liberty HealthShare” or similar words that could cause confusion in the marketplace.

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Imagery

As Christians, we are a community that welcomes all people. We communicate this important Christian value through images that symbolize faith, hope and love.

Photos that depict a variety of ages, ethnicities, cultures and backgrounds create a strong connection with like-minded people.

If you want to use images in your materials, please contact Marketing & Communications.

If you use images in your material, please take note copyright laws. Please contact Marketing & Communications for more information.

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Thank You!

On behalf of the Marketing & Communication team we thank everyone at Liberty HealthShare for reaching out, expressing your views and giving us your feedback.

On behalf of everyone here at Liberty HealthShare, we thank you for protecting our brand and therefore our members’ option to direct their own healthcare.

The Brand Book is a guide to help us all recognize and learn about who we are as a ministry. We are truly blessed by you all and what we have accomplished together.

Now that you’ve learned about the Liberty HealthShare brand and are equipped with the knowledge to use our logo and brand responsibly, click the button below to download the Liberty HealthShare logos for use in accordance with this brand document as well as the Share the Power Compliance Guide. Download

HOW TO REACH OUT

R o m a n s 8 : 2 8" A n d w e k n o w t h a t f o r t h o s e w h o l o v e G o d a l l t h i n g s w o r k t o g e t h e r f o r g o o d , f o r t h o s e w h o a r e c a l l e d a c c o r d i n g t o H i s p u r p o s e "

If you have any questions, please do not hesitate to reach out to our Marketing Team or your Ambassador contact. Diana

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Willey Ambassador Contact Email Address dwilley@libertyhealthshare.org -

Here

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For just as we have many members in one body and all the members do not have the same function, so we, who are many, are one body in Christ, and individually members one of another.

Romans 12:4-5

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