Brand Standards for Health Diagnostics Laboratory, Inc.

Brand Standards version 2.4

myHDL.com 1.877.4HDLABS (1.877.443.5227) 737 N. 5th Street, Suite 103, Richmond, VA 23219

Table of Contents Introduction . . . . . . . . . . . . . . . . . . 3

Logo Specifications . . . . . . . . . . . . . . 46

Procedures . . . . . . . . . . . . . . . . . . 4

File Nomenclature . . . . . . . . . . . . 47

Persona & Quality Standards . . . . . . . . . 9

Logo Container Guidelines . . . . . . . . 48

Corporate Logo/Brand Architecture . . . . . 12

Sizing . . . . . . . . . . . . . . . . . . . 49

Master Logo . . . . . . . . . . . . . . . 13

Incorrect Use . . . . . . . . . . . . . . 50

Acronym Logo . . . . . . . . . . . . . . 14

Templates . . . . . . . . . . . . . . . . . . . 53

Molecule . . . . . . . . . . . . . . . . . . 15

Name Usage & Writing Style . . . . . . . . 55

Brand Architecture . . . . . . . . . . . . 16

Color Palette . . . . . . . . . . . . . . . . . 58

Sub Brands/Co-Brands . . . . . . . . . . . . 17

Typography . . . . . . . . . . . . . . . . . . 61

My HDL Hub . . . . . . . . . . . . . . . 18

Charts & Graphs . . . . . . . . . . . . . . . 66

myHDL.com . . . . . . . . . . . . . . . . 23 My Health Counts . . . . . . . . . . . . . 24 Co-Brands . . . . . . . . . . . . . . . . . 26 Imagery . . . . . . . . . . . . . . . . . . . 27 Audience Segment Imagery . . . . . . . 28 Imagery Themes . . . . . . . . . . . . . 30 Imagery Examples . . . . . . . . . . . . 32 Identity Icons . . . . . . . . . . . . . . . . . 40 Social Media . . . . . . . . . . . . . . . 41 Department Icons . . . . . . . . . . . . . 42 Topical Icons . . . . . . . . . . . . . . . . 44

HDL, Inc. | Brand Platform | Page 2

Introduction The Brand Platform

Goals

Templates and Assets

Mandatory Reviews

Usage Rights

Health Diagnostic Laboratory, Inc. (HDL, Inc.) is a dynamic company characterized by many progressive initiatives.

Our company is united around a brand that is represented by our employees every day and reflected in everything we do.

The goal of standardizing the company’s marketing and communications materials is to present a consistent and high-quality representation.

These assist HDL, Inc. staff in the creation of communications, official templates, logos, and other brand assets that are available through Marketing.

Materials intended for distribution must be submitted to the Marketing Department to facilitate review for:

The HDL, Inc. logo and brand marks may be used only with Marketing’s express written permission.

1. Brand Fidelity: compliance with brand standards and consistent appearance, corporate quality standards, proper representation of the company persona, grammar.

If you have questions about the brand standards, please contact the Marketing Department.

To communicate our brand through publications, e-media, and presentations in a recognizable and professional way, we have a tool: our brand standards.

Those standards are explained in this manual, which was produced by the Marketing Department.

Smart use of the brand standards over time builds brand recognition in the community and industry.

Contacts

Created: 3/5/13 Modified: 7/18/14

2. Scientific/Content Accuracy: review is used on an as-needed basis, and is supported by the CMO, Medical and Scientific Writing Department, and the appropriate Content Area Expert.

3. Legal & Compliance

HDL, Inc. | Brand Platform | Page 3

Procedures

Benefits of Marketing Process Provide HDL, Inc. staff with a path to initiate marketing materials with clear documentation

Evaluate priorities based on:

Increase efficiency by:

UNIQUENESS

Centralizing Marketing creative and execution

MARKETING REQUEST FORM Anyone with a marketing need or idea can submit it to Marketing

STRATEGIC FOCUS

EVALUATION FORM A subjective way for Marketing to prioritize requests based on utility and value BRIEF The guide for job execution and production REVIEW SIGN-OFF The last step to ensure compliance and official approval

VALUE IMPACT LEADERSHIP SUPPORT COMPLIANCE

1. Avoiding redundant communication materials that might otherwise be generated independently by departments and project managers within HDL, Inc. 2. Avoiding a redo of marketing materials that have been generated by an individual or department without the due diligence behind the official Marketing Department process

Critically evaluate marketing end products to ensure that all materials: 1. Comply with brand standards and have a consistent look 2. Meet corporate quality standards

Facilitate review by applicable individuals Ensure ethical and legal compliance Facilitate successful distribution

3. Represent the company persona accurately and consistently 4. Meet all compliance and legal operating procedures

3. Allocating appropriate and efficient resources for execution

Quick Rule of Thumb If a document has the HDL, Inc. name, logo, or likeness, it must be approved by Marketing if it is to be used externally in the public domain.

HDL, Inc. | Brand Platform | Page 5

1 Job Initiation Job requestor submits a Marketing Request Form, available on SharePoint.

2 Evaluation Form

Marketing Process Workflow

Marketing evaluates job for priority.

3

Marketing Job Brief & Execution Marketing Project Manager develops team, schedule, and job brief; then produces the job using internal resources and approved vendors as needed.

4

Review Marketing Project Manager facilitates review for brand fidelity, scientific/content accuracy, and legal compliance.

5

Distribution Marketing liaises with staff (and vendors, if internal resources are not available) to facilitate distribution.

6

Results Evaluation Did this job achieve the intended results?

HDL, Inc. | Brand Platform | Page 6

Marketing & Communications FAQ Please refer to the Marketing FAQ to address the following:

I can’t find what I’m looking for in the warehouse.

Where can I find specialty items?

What do you tell people are the benefits of working for HDL, Inc.?

Who do I go to when I need something?

There are a lot of marketing materials— why so many?

I need some quick HDL, Inc. sound bites.

Can you help?

How do I find a document?

Why should I visit the Marketing department’s SharePoint site?

How do I submit a task request and what does the process look like?

How do I know my project is being addressed, and how do you measure accountability?

How do I know which document to use?

Are we on Facebook and other social networks?

Can I make my own documents?

What about vendors—who do you use and can I have access to them?

What are we doing to market HDL, Inc. online?

Why is the marketing team always traveling?

What are you guys working on so hard over there?

Why so many awards and articles in the news?

How do you guys measure what is working?

What’s your process for deciding where and how to market HDL, Inc.?

I want swag—where do I get it?

What’s the difference between marketing and corporate culture?

Someone asked me for a description of HDL, Inc.—can you help?

HDL, Inc. | Brand Platform | Page 7

Marketing & Communications FAQ The following questions relate directly to brand standards.

How do I know which document to use?

The 2014 Document Control Guide establishes the following five steps to compliance: 1. No external content with the HDL, Inc. logo may be distributed if it is not accessed from the Document Control Guide or the supporting platforms that it feeds (K-Drive/Marketing External folder and SharePoint).

2. No external content with the HDL, Inc. logo may be distributed if it does not contain a current Document Control Number and was not accessed from the Document Control Guide, SharePoint, or K-Drive prior to sharing with external stakeholders.

3. All external content with the HDL, Inc. logo, name, or likeness must be approved by the HDL, Inc. Marketing team, organized, saved, and categorized in the Document Control Guide, SharePoint, and K-Drive.

Can I make my own documents?

Everyone knows an employee may not make his or her own website represented as HDL, Inc. In the same way, employees may NOT create brochures or any marketing collateral outside the official Marketing process.

If you have a marketing need, follow the official Marketing process.

Employees may NOT independently create marketing materials. Employees may NOT commission vendors to engage in marketing. Marketing must vet all vendors, design agencies, photographers, printers, and producers that may be used for company marketing.

What do the 2014 brand standards do for HDL, Inc.?

The HDL, Inc. Marketing team has created the 2014 Brand Standards Guide to outline the use of the HDL, Inc. identity for all departments and external stakeholders to maintain the strength of our brand. The logo treatments serve as a reflection of the outstanding institution we have become.

Using them consistently will result in communications that build preference for our HDL, Inc. brand.

Our exceptional founders, medical leaders, researchers, and staff help enhance our HDL, Inc. image through the great work they perform each day. By following these guidelines, we will further protect our brand, one of our most valuable assets. All parties responsible for the production of visual communications produced by or for HDL, Inc. will be expected to apply these standards correctly, in both print and electronic applications. This applies to both internal HDL, Inc. employees as well as external vendors. Continuing to adopt this branded look ensures that all of our communications are polished and professional, and meet a high standard of quality.

4. All web assets (Patient Portal, Physician Portal, corporate site, etc.) must utilize content from the Document Control Guide, SharePoint, and/or K-Drive.

5. All departments must utilize the Document Control Guide and its supporting web assets when using material with the HDL, Inc. logo, name, and likeness.

HDL, Inc. | Brand Platform | Page 8

Persona & Quality Standards

Brand Persona When we communicate, it's not just what we say, it's how we say it.

When HDL, Inc. was created, the founders had a vision that included making HDL, Inc. a company with a persona unlike any other in the field.

Rather than a status quo position of conservative/ academic, the company has taken a much brighter tone.

Marketing conveys the corporate persona.

INNOVATIVE PASSIONATE SCIENTIFIC COMPASSIONATE Our brand persona is a real component of HDL, Inc. Marketing should support the persona on an ongoing basis.

HDL, Inc. | Brand Platform | Page 10

Corporate Quality Standards Marketing at HDL, Inc. should attain a high level of quality standards in design and production. This is a reflection of the quality of our service.

The Marketing Department demands design with a high level of craft, art, and professionalism. Similarly, we require high standards of print quality, video production, and both material and electronic construction.

All outside vendors engaged to design and/or produce marketing jobs must be Marketing Department approved.

Before hiring a vendor, Marketing will first assess the ability and capacity of internal resources to perform the task.

If ability and capacity is not present—and the task is within budget projections—Marketing will request price estimates from approved vendors.

HDL, Inc. | Brand Platform | Page 11

Corporate Logo/Brand Architecture

The Master Logo Who We Are

a With Tagline

b Without Tagline

The Master corporate logo is the most immediate representation of our company, our people, and our brand to the world. It is a valuable corporate asset that must be used consistently in the proper, approved forms.

There are two versions of the master logo:

Stacked Logo with Tagline

Stacked Logo without Tagline

a Logo with the “tag” b Logo without the “tag”

The tagged version is used by default.

The untagged version is used when the logo will be scaled small enough to render the tagline hard to read.

Use the stacked logo only when the usage space prohibits use of the wide/one-line logo.

Whenever referring to the company in copy, always use the full name, Health Diagnostic Laboratory, Inc. (HDL, Inc.) during its first occurrence in a document. Following instances may be referred to as "HDL, Inc. HDL, Inc. | Brand Platform | Page 13

HDL, Inc. Acronym Logo Do not use the acronym logo as the sole logo in a context where it may be an initial point of experience with our company, with the following exceptions.

Logo without tagline

a Social Media b Small spaces—when the

a

b

When space is <2" in width, use the acronym logo.

master logo would suffer from legibility problems because of size (less than 2 inches wide or 144 pixels wide), use the acronym logo. c When documented research

Logo with tagline

indicates brand awareness exceeding 50 percent for any given audience segment, the acronym logo may be used as a proxy for the master logo in communications distributed to this segment. Contact the Marketing Department for awareness statistics. d The acronym logo can be

used in co-brand situations.

See co-brand section of these standards for more.

Do not use the logo smaller than .35" in size Actual size: .35â&#x20AC;? in width

c

d

>50% BRAND AWARENESS

e

f

e For imprintable merchandise,

promotional items, and T-shirts.

f Environmental branding where

the acronym logo would greatly increase visibility.

HDL, Inc. | Brand Platform | Page 14

HDL, Inc. Molecule HDL, Inc. uses a molecule icon to brand and identify products in marketing materials. Usage of the molecule is an essential part of maintaining a unified HDL, Inc. brand identity.

Standard

Outline

Usage styles: Use large versions cropped

Use as translucent overlay on photography Gray

Reverse

HDL, Inc. | Brand Platform | Page 15

Brand Architecture Schematic Master Logo Subbrands

In select cases, abbreviate as...

The logos to the right may not appear without the master logo in conjunction.

All offline centers are named...

Domain Names All online/mobile assets are under the name...

Service Line Names

Employer Group Wellness Service Line

Example of a program that uses icon system...

Co-Brands Always treat as equal entities

Product Line Names

Distinctive Panel example

understanding cardiometabolic disease

HDL, Inc. | Brand Platform | Page 16

Subbrands/Co-brands

The My HDL Hub Subbrand The My HDL Hub logo may be used with or without the description "A HEALTH COMMUNITY."

With Tagline

Without Tagline

The green-only and reversed logo are used when the application prohibits the use of the full-color logo.

My HDL Hub Express branding will be used for select locations that are smaller in size, serve as a draw station only, and/or are embedded in other structures (such as ACAC).

Green Logo & Reverse Logo

Express Logo & Reverse Logo

HDL, Inc. | Brand Platform | Page 18

The My HDL Hub Subbrand Hallmarks of the graphic look for My HDL Hub

put your life on go

• Inspirational health personas with red to green colorization • Inspirational headlines • Luxurious white space • Short, direct subheads and copy • HDL, Inc. green • Silhouetted object photography

Biomarker testing like never before

carbohydrate-controlled breakfast and snack ideas Garden veggie omelette

Dairy delight

15gm carbohydrate, 425 calories

20gm carbohydrate, 335 calories

§ 2 eggs

§ ¾ cup low fat cottage cheese

§ ½ cup diced tomatoes (3gm carbohydrate) § 2 cups fresh spinach (2gm carbohydrate)

§ ½ cup canned peaches (canned in light syrup) (13gm carbohydrate)

§ ¼ cup mushrooms (3gm carbohydrate)

§ ¼ cup walnut halves

§ 1 tbsp olive oil or coconut oil § 2 tbsp reduced fat shredded cheese

Clinical health consultations at no extra cost Real life resources all in one spot

Protein powerhouse 25gm carbohydrate, 335 calories

§ Sauté spinach, mushrooms and tomatoes in olive oil, remove from skillet, add scrambled eggs then add vegetables on top of eggs and fold.

§ 1 medium apple (25gm carbohydrate)

§ ½ cup fresh blackberries (6gm carbohydrate)

§ 1 tbsp natural peanut butter

§ 2 hardboiled eggs

Choconut smoothie 15gm carbohydrate, 360 calories

§ 1 block silken tofu (5gm carbohydrate) § 2 tbsp unsweetened cocoa powder (6gm carbohydrate) § 2 tbsp unsweetened shredded coconut § 1 tbsp psyllium husks (5gm carbohydrate)

Together, we can beat heart disease, diabetes and other diseases.

§ Cinnamon and stevia sweetener to taste § Blend in blender with a few ice cubes

Find us online! info.hdlabinc.com ©2013 Health Diagnostic Laboratory, Inc. | 737 N. 5th Street, Suite 103 | Richmond, VA 23219 | 1.877.4HDLABS (1.877.443.5227) | www.myhdl.com

DM-40.1

HDL, Inc. | Brand Platform | Page 19

The My HDL Hub Subbrand Typography The following guidelines represent brand-preferred type formats for My HDL Hub.

headlines look like this Headline | Titillium Text 22L Thin

Headlines • Set headlines large in Titillium Text 22L Thin • Always lowercase • Open leading (Example shown is 38 pt/44pt) • Wherever possible, HDL green headlines are preferred. It is acceptable to use 80% black if legibility is an issue in green • Knock out over green background if necessary

Subheads | Titillium Text 22L Regular

Subheads

Subheads look like this

• Set subheads in Titillium Text 22L Regular and bump up weight only if legibility is an issue • Sentence case • No finishing punctuation

Subheads | Titillium Text 22L Regular & Titillium Text 22L Thin

Biomarker testing with onsite phlebotomy Clinical health consultations improve engagement

• Wherever possible, HDL, Inc. green subheads are preferred. It is acceptable to use 80% black if legibility is an issue in green • Alternate Treatment: Depending on copy provided, you may use two-part subhead style alternating color between green and black for emphasis, as pictured

HDL, Inc. | Brand Platform | Page 20

The My HDL Hub Subbrand Typography

Body Copy | Titillium Text | 100% Black

Body Copy

The following guidelines represent brand-preferred type formats for My HDL Hub.

Body copy looks like this. Ollendant audam quatum se exerit oditis quid min net que cuptasima sequis adio cumque nis eiuntem sundae veliquis es volorem quia.

• Set body copy in Titillium Text

Bullets | Titillium Text

Bullets

• Always use 100% black

•

Registered Nurses

• Green bullets

•

Registered Dietitians

• Capitalize first letter

•

Exercise Physiologists

Numbered Lists | Titillium Text

Bullets

1. Registered Nurses

• Green, bold number

2. Registered Dietitians

• No graphic treatment

3. Exercise Physiologists

HDL, Inc. | Brand Platform | Page 21

The My HDL Hub Subbrand Design Elements

a

b

a Round Edge Box/Page Container

Preference is always for full bleed when printing is controlled and professional BUT for one-pagers and documents distributed mainly as PDFs, use a white margin and contain the content in a round-edge box.

When using the round-edge box, use 80% black, and a light stroke (0.5 pt for letter page) b Gradient Rule:

Use the green gradient rule when you need to divide a space in a layout Copy the rule to the right, or use these gradient options

HDL, Inc. | Brand Platform | Page 22

Digital Subbrand Standardization Our accepted term is “myHDL” when referring to any digital tool such as the portal and our patient and physician apps. In copy, always express the website URL as myHDL.com and the app as "myHDL":

a

b

c

e

f

myHDL.com (website) myHDL (app) When using myHDL.com or myHDL in copy, the case of the term trumps grammatical case rules.

For instance, a headline in title case would read "Introducing the myHDL App", not "Introducing the myHDL App."

myHDL.com Snipe d

Logo options can be used to promote the portal.

These logos are not acceptable as a proxy for the master logo. Communications using these logos must primarily be branded with the master logo.

Color modes: a Full-color logo b One-color logo c Reverse logo

The myHDL.com “snipe” is not the logo. It is a graphic that contains the logo and is used to draw attention and direct a call to action. d Logo for use on green background e One-color logo f Logo for use on photos and

white background

HDL, Inc. | Brand Platform | Page 23

The My Health Counts Subbrand My Health Counts is an employer group wellness service line.

a

Color modes: a Full-color logo b One-color logo c Reverse logo

b

c

HDL, Inc. | Brand Platform | Page 24

Use of Master Logo with Subbrand Logos When subbrands appear, they must always be accompanied by the master logo. Subbrand logos should not appear directly beside the master logo as in a cobrand.

Instead, subbrand logos occupy a separate region of the material.

Consult the Marketing Department for more options based on materials.

HDL, Inc. | Brand Platform | Page 25

Cobranded Logos When the HDL, Inc. logo appears in tandem with another organizationâ&#x20AC;&#x2122;s logo, the defining characteristics of our logo may not be altered.

Approved Cobranded Logo Example a

b

Colors may not be changed to match those of another company.

The HDL, Inc. logo may not be used in a cobrand without written permission from HDL, Inc. leadership. a Co-brands are represented in

equal size relationships, divided by a 50% black rule.

OFFICIAL HEALTH & WELLNESS PARTNER

b When cobranding, our brand must

respect the standards of our partner organizations. Special development of a custom cobrand logo may be required. Contact the Marketing Department for assistance.

HDL, Inc. | Brand Platform | Page 26

Imagery

Audience Segment Imagery Consistency Across Audiences

HDL, Inc. Imagery

Imagery is consistent for all HDL, Inc. materials but different imagery themes are given higher priority for each audience segment.

Patient Audience Imagery

Provider Audience Imagery

Population Audience Imagery

Primary Images:

Primary Images:

Primary Images:

• Aspirational healthy personas

• Candid patients and providers

• Candid patients and providers

• Luxurious white space

• The Lab Report

• Simple data visualizations

• Silhouetted object photos

• Simple data visualizations

• Silhouetted object photos

Secondary Images:

Secondary Images:

Secondary Images:

• Icons

• Silhouetted object photos

• The Lab Report

• The lab report

• Icons

• Icons

• Simple data visualizations

Alternate Images:

Alternate Images:

Alternate Images:

• Aspirational healthy photos

• Aspirational healthy photos

• Candid patients and providers

HDL, Inc. | Brand Platform | Page 28

Audience Segment Imagery—Examples Patient Audience Images

Provider Audience Images

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HDL, Inc. | Brand Platform | Page 29

Imagery Themes Candid Patients & Providers • Images of providers, patients, and populations in a healthcare or lifestyle context (not studio) • Looking at camera • Both actual individuals associated with HDL, Inc. and royalty-free stock images • Retouched with color strokes in HDL, Inc. style Aspirational Healthy Personas • Images of diverse patient types • Inspirationally fit • Stylized with heavy red, yellow, and green strokes

Silhouetted Objects • Exercise articles • Health food items • Lab articles • Provider articles • Other healthy lifestyle articles See additional imagery examples on pages 32-39 HDL, Inc. | Brand Platform | Page 30

Imagery Themes Icons • Simple icons to represent scientific concepts

Simple Data Visualizations

82%

• Simple visualizations of data points and statistics • Charts and graphs with clear call-outs indicating the main point

54% IDENTIFIES 28% OF ATRISK PATIENTS MISSED

BY TRADITIONAL TESTING

Glucose or HbA1c

DPMP

34%

IMPROVEMENT IN TRIGLYCERIDES

19%

IMPROVEMENT IN APO-B

7%

IMPROVEMENT IN HBA1C

The Lab Report • Images of lab results • Can be combined with other imagery themes

HDL, Inc. | Brand Platform | Page 31

Additional Imagery Examples Aspirational Healthy Personas â&#x20AC;˘ A variety of aspirational healthy persona photos are available from the Marketing Department. A representative sampling is pictured here. Contact the Marketing Department for imagery options.

HDL, Inc. | Brand Platform | Page 32

Additional Imagery Examples

HDL, Inc. | Brand Platform | Page 33

Additional Imagery Examples Candid Patients & Providers â&#x20AC;˘ A variety of candid patient and provider photos are available from the Marketing Department. A representative sampling is pictured here. New images may be added to our library through the retouching of royalty-free stock photography or the coordination of additional, approved, original patient and provider photography Contact the Marketing Department for options.

HDL, Inc. | Brand Platform | Page 34

Additional Imagery Examples

HDL, Inc. | Brand Platform | Page 35

Additional Imagery Examples

HDL, Inc. | Brand Platform | Page 36

Additional Imagery Examples Silhouetted Objects â&#x20AC;˘ A variety of stylized health and lifestyle related images are available from the Marketing Department. A representative sampling is pictured here. New images may be added to our library through the retouching of royaltyfree stock photography or the coordination of additional, approved, original patient and provider photography. Contact the Marketing Department for options.

HDL, Inc. | Brand Platform | Page 37

Additional Imagery Examples

HDL, Inc. | Brand Platform | Page 38

Additional Imagery Examples

HDL, Inc. | Brand Platform | Page 39

Identity Icons

HDL Social Media Avatars The abbreviated logo and "abstract green molecular" background figure prominently into social media graphics.

a

b

Facebook cover photo and Twitter background are rotated regularly to keep things fresh.

The graphics can be used to feature special promotions. a Avatar design: used for

Facebook, LinkedIn, Pinterest, Twitter, YouTube and more

c

d

b Facebook cover photo example c Twitter background example d Pinterest graphic

Note that the molecule mark is used as a watermark on content.

HDL, Inc. | Brand Platform | Page 41

Departmental Icons As an alternative to a proliferation of logos for everything from departments to small programs and activities, HDL, Inc. has a departmental icon library that is used to identify communications in a consistent, branded fashion.

Sample Icons

Usage Correct placement of a departmental icon is at the beginning of a documentâ&#x20AC;&#x2122;s copy. The departmental icon should not be used in place of a logo.

Requests for changes toâ&#x20AC;&#x201D; or additional departmental icons â&#x20AC;&#x201D;may be made directly to the Marketing Department.

HDL, Inc. | Brand Platform | Page 42

Departmental Icons

commercial ops

patient & physician services

consultores de la salud HDL, Inc. | Brand Platform | Page 43

Topical Icons Using topical icons is a playful, decorative way to categorize or title a document.

Usage

Examples

A topical icon may be used a by itself or b with the department title inserted in gray, as shown below.

Topical icons are typically seen in the headers of employee-facing documents, such as emails and Word documents.

Examples of these icons are shown on the following page.

Requests for changes or additional icons may be made directly to the Marketing Department.

Document Topic

a

Icon

Department

b

Icon

Document Topic

HDL, Inc. | Brand Platform | Page 44

Topical Icons

HDL, Inc. | Brand Platform | Page 45

Logo Specifications

Example 1

Example 2

File Nomenclature Use of the right logo for the correct usage and the appropriate media will yield the best results. Take time to review the information on this page, along with the rest of this manual, to determine the best file to use for a given application.

hdl_logo_cmyk.eps Logo Name

Color Mode

File Type

hdl_logo_bw_med.png Logo Name

Color Mode

File Size

File Type

Color Mode

File Type

CMYK ›› CMYK is the commercial printer code for cyan, magenta, yellow, and black, the four-color process used for most offset printing. Use CMYK when running full- or four-color jobs (see Example 1).

EPS ›› EPS files are vector art and may be enlarged to any size without loss of resolution. EPS files are optimal for commercial printing. Only EPS files will correctly separate into spot PMS colors.

PMS ›› PMS is an abbreviation of Pantone Matching System, used by commercial printers for mixing inks to standard formula guidelines. Use PMS when requesting a spot color commercial printing or custom imprinted job.

BW ›› A solid black ink version of the logo (see Example 2).

REV ›› A reversed version of the logo, optimized for use on a dark background.

RGB ›› Colors are created by combining red, green, and blue, and it is used for primarily for electronic displays. The output varies from device to device, so it is not a good indicator of true color.

JPEG ›› JPEG files are raster art. JPEGs are acceptable in a wide range of software, including the Microsoft Office suite. Exercise caution when enlarging JPEGs, as they may become pixilated.

JPEGs should not be used for commercial printing but are appropriate for documents printed on desktop ink jet and laser printers as well as internet usage.

PNG ›› PNG files are raster art. PNG files are useful when a reversed version of the logo or a logo with a transparent background is needed. PNG files are commonly used this way for websites as well as presentations. Exercise caution when enlarging PNGs, as they may become pixilated. PNGs should not be used for commercial printing but are appropriate for documents printed on desktop ink jet and laser printers as well as Internet usage.

HDL, Inc. | Brand Platform | Page 47

Logo Container Guidelines HDL, Inc. uses consistent logo containers on presentations and collateral. Following are examples with standard usages.

Approved Examples

I’m a Lab Assistant and

Use of logo containers is not required. The HDL, Inc. logo may be used without these containers. However, for the sake of a consistent brand look, the logo should not be used in a container of another style.

Use of logo outside of container is APPROVED

Unapproved Examples

Usage example: Wrap around page margin border

I’m a Lab Assistant and .

I’m a QA Analyst and .

I’m a Lab Assistant and .

I’m a Clinical Health Consultant and

I’m a QA Analyst and .

.

I’m a Clinical Health Consultant and

Looking for a career that matters?

Health Diagnostic Laboratory, Inc., selected as a “2013 Best Places To Work in Virginia,” is currently hiring medical, lab and support professionals dedicated to saving lives and controlling healthcare costs through advanced testing.

Contact us today at hdlabinc.com.

.

1.877.4HDLABS (1.877.443.5227) 737 N. 5th Street, Suite 103, Richmond, VA 23219 | www.myhdl.com ©2013

HDL, Inc. | Brand Platform | Page 48

Logo Margin & Sizing Margin

Sizing

Preserve a margin around the logo minimally equal to the width of the uppercase D on the top and bottom and the width of the uppercase D on the sides.

Do not use the master logo smaller than 2" in width. When possible, it should be used larger.

Actual size: 2" in width

The acronym logo may be substituted for the master logo in spaces less than 2" wide.

Actual size: .35" in width

HDL, Inc. | Brand Platform | Page 49

Incorrect Logo Usage Use only logos provided by the Marketing Department. Do not alter any company logos in any way.

1. Do not alter the colors of the logo.

4. Do not add other design elements to the logo or reconfigure the logo design.

7. Do not use anything other than high-resolution artwork or approved downloadable files from HDL, Inc.

HealthDiagnosticLaboratoryInc. 2. Do not add effects to the logo.

5. Do not tilt the logo.

8. Do not use different typefaces for logo lettering.

3. Do not skew or attempt to make the logo three-dimensional in any way.

6. Do not â&#x20AC;&#x153;tie inâ&#x20AC;? any business names, product names, slogans, taglines, or other phrases with the logo.

9. Do not use the logo on tinted backgrounds that decrease readability.

HDL, Inc. | Brand Platform | Page 50

Incorrect Logo Usage Use only logos provided by the Marketing Department.

Do not alter the logo in any way.

1. Do not alter the colors of the logo.

4. Do not add other design elements to the logo or reconfigure the logo design.

7. Do not use anything other than high-resolution artwork or approved downloadable files from HDL, Inc.

MyHDL

Hub

A HEALTH COMMUNITY

2. Do not add effects to the logo.

5. Do not tilt the logo.

8. Do not use different typefaces for logo lettering.

3. Do not skew or attempt to make the logo three-dimensional in any way.

6. Do not â&#x20AC;&#x153;tie inâ&#x20AC;? any business names, product names, slogans, taglines, or other phrases with the logo.

9. Do not use the logo on tinted backgrounds that decrease readability.

HDL, Inc. | Brand Platform | Page 51

HDL, Inc. Molecule Usage The molecule is a useful element to reinforce the brand identity.

The following are guidelines for appropriate usage.

1. Do not use as a background pattern.

3. Do not PhotoShop effects.

5. Do not use anything other than high-resolution artwork or approved downloadable files from HDL, Inc.

2. Do not alter the colors.

4. Do not skew or attempt to make three-dimensional in any way.

6. Do not use as a picture box.

Requests for exceptions must be submitted and approved by the Marketing Department.

HDL, Inc. | Brand Platform | Page 52

Templates

Use of Templates Templates and Assets

Email Blasts

Reports and Documents

These assist HDL, Inc. staff in the creation of communications, official templates, logos, and other brand assets that are available from Marketing.

Templates may be accessed on the K-Drive and SharePoint.

When to Use a Template

Color & Photo Block Cover

Templates should be used for everyday communications within HDL, Inc. as well as communications with our strategic partners and clients.

MyHDL.com

When Not to Use a Template Templates may not provide the flexibility or strategic value needed for high-profile initiatives. Templates are rarely used for customer marketing and advertising.

1.877.4HDLABS (1.877.443.5227) 737 N. 5th Street, Suite 103, Richmond, VA 23219

Presentations

For projects that require additional design and craft beyond the standard template, contact the Marketing Department for assistance.

HDL, Inc. | Brand Platform | Page 54

Name Usage & Writing Style

Name Usage Company Name Usage When referring to the organization, always reference the company’s full legal name, “Health Diagnostic Laboratory, Inc. (HDL, Inc.)”, during its first occurrence in a document. After the full name is identified, the company may be referred to as “HDL, Inc.” “Diagnostic” and “Laboratory” are always singular. Never refer to the company as Health Diagnostics Laboratory or Health Diagnostic Laboratories.

When spelling out the name in full, never shorten Laboratory to “Lab.”

Correct Health Diagnostic Laboratory, Inc. Health Diagnostic Laboratory (HDL, Inc.) Clinical Health Consultant My HDL Hub Incorrect Health Diagnostics Laboratory My hdl hub Health Diagnostic Laboratories CHC Health Diagnostic Lab or HD Lab my hdl hub

Approved HDL, Inc. Description

Making Claims

Founded in 2008, Health Diagnostic Laboratory, Inc. (HDL, Inc.) is a leader in health management offering a comprehensive test menu of biomarkers of risk factors for cardiovascular disease, diabetes, and related diseases. HDL, Inc.’s systematic approach identifies factors contributing to disease and provides a basis for effective treatment, allowing physicians to more effectively manage their patients and individuals to take steps to improve their health. Individuals receive a personalized overview of their risk factors along with intensive counseling from expert Clinical Health Consultants at generally no additional cost, improving compliance and enhancing satisfaction. Through the My Health Counts program, HDL, Inc. offers comprehensive testing and wellness services to employers and is a proven partner for value-based, integrated care models such as Accountable Care Organizations (ACOs) within health systems. HDL, Inc. is a CLIA-certified, CAP-accredited laboratory. My HDL Hub locations offer physicians, patients and individuals a site for receiving blood draws and health consultations in a relaxed, contemporary setting.

For more information, visit myHDL.com, and make HDL, Inc. part of your digital lifestyle at Facebook.com/myhdl and on Twitter @hdltweets.

When referencing studies, statistics, or other medical claims, there must be an accompanying citation.

Approved Test Names and Panels While there are individual test names, HDL, Inc. does not allow for official naming of its standard panel of advanced testing. For example, our test panel may not be referred to as “Advanced Testing” as a title, but can be referenced as “advanced testing” as a description. Our test panel may not be referred to as HDL Advanced Testing, HDL Testing, HD Testing, The Test, The HDL Test, etc. The only exception of an official name for a panel of tests is the Diabetes Prevention and Management Panel (DPMP).

Company Location The HDL, Inc. headquarters are located in the Virginia Biotechnology Research Park. The location may not be referenced as the Richmond Biotechnology Park, BioTech Park, VCU Biotech Park, etc.

HDL, Inc. | Brand Platform | Page 56

Writing Style Style Guide

Phone Number Formatting

Time and Date Formatting Rules

HDL, Inc. has certain brandspecific formatting rules but follows the American Medical Association (AMA) style guide as a rule of thumb for public facing documentation.

• Always use periods instead of dashes

• Use ‘a.m.’ and ‘p.m.’ and a space after the time

The following are examples of commonly used HDL, Inc. formatting styles.

Examples of Correct Formatting

General Points • HDL, Inc. uses only one space between sentences • HDL, Inc. always uses serial commas • Individual markers offered by HDL, Inc. must be referenced exactly as they appear on the test report

• Never use parentheses for area codes (it is acceptable when used after the text version of a phone number)

Correct: We begin at 8:30 p.m.

Incorrect: We begin at 8:30pm

• Only start the phone number with ‘1’ if it is a toll-free number

• Do not include unnecessary zeroes

• Always capitalize the ‘E’ in “Ext.” Complete Client Services number with extension 1.877.HDLABS (1.877.443.5227) Ext. 107 1.877.HDLABS (1.877.443.5227) option '0' Abbreviated Client Services number without extension 1.877.443.5227

Correct: We begin at 8 p.m.

Incorrect: We begin at 8:00 p.m.

• With dates, avoid using suffixes unless the day comes before the month Correct: The meeting is on April 2, 2014 Correct: The meeting is on the 2nd of April Incorrect: The meeting is on April 2nd, 2014

Abbreviated Client Service number with Extension 1.877.443.5227 Ext. 107 1.877.443.5227 option '0' Standard 10-digit number 804.343.2718 Standard 10-digit number with Extension 804.343.2718 Ext. 107 804.343.2718 option '0'

HDL, Inc. | Brand Platform | Page 57

Color Palette

Logo Colors Logo

Color

The HDL, Inc. logo must always appear as shown.

No variation in color, typeface, or shape is permitted.

Color is important to the integrity of the HDL, Inc. identity.

Always use original logo files for any application. Never allow the colors, type forms, relative sizes, or position to be altered in any way.

1. Whenever possible, PANTONE® color should be used for logo reproduction. The words “Diagnostic” and “Inc.” are printed in Pantone 376 and “Health” and “Laboratory” are printed in Pantone 423.

2. When full-color reproduction is not practical, the logo with all type printed in black may be used.

3. When required for a dark background, logo files for reverse applications are available.

1.

2.

3.

PANTONE®

376

COATED & UNCOATED

CYAN 50%

MAGENTA 0%

YELLOW 100%

BLACK 0%

PANTONE®

BLACK 50%

423

COATED & UNCOATED

When printing four-color process without spot color, these color substitutions should be used.

HDL, Inc. | Brand Platform | Page 59

Color Palette Some variation of color across different output devices and different media is expected; however, the color specifications to the right have been planned to maximize color fidelity.

Exercise care to specify colors with thought as to the final media for each specific usage.

Primary Color #1

100%

80%

Green R 141

G 198

B 3

Secondary Colors

60%

C 50 M 0 Y 100 K 0

40%

Hex | #8DC63F

20%

PMS | 376c

Do not use other colors on HDL, Inc. materials.

Primary Color #2

50%

40%

Grey R 147

G 149

B 152

30%

C 0 M 0 Y 0 K 50

20%

Hex | #939598

Red R 237

G 27

B 47

C 0 M 100 Y 90 K 0

Hex | #ED1B2F

PMS | 1797c

Orange R 245

G 132

B 38

C 0 M 59 Y 96 K 0

Hex | #F58426

PMS | 165c

Yellow R 255

G 210

B 0

C 0 M 16 Y 100 K 0

Hex |#FFD200

PMS | 116c

Cream R 233

G 237

B 164

C 10 M 0 Y 45 K 0

Hex | #E9EDA4

PMS | 586c

Grey Blue R 167

G 187

B 199

C 35 M 18 Y 16 K 0

Hex | #A7BBC7 PMS | 535c

10%

PMS | 423

HDL, Inc. | Brand Platform | Page 60

Typography

Typography HDL, Inc. has two sets of corporate fontsâ&#x20AC;&#x201D;one for Marketing-generated materials, one for internally generated materials.

Marketing Fonts

Word Processing Fonts

Campaign Fonts

Logo Fonts

Materials created using professional layout programs use the following fonts:

Materials created using standard-issue word processing programs use readily available, cross-platform fonts:

Selected display fonts are sparingly employed by the Marketing Department for usage restricted to advertising and special cases. Any campaign fonts must be preapproved by the Marketing Department.

Most logos feature fonts that have been manually manipulated and therefore cannot be reproduced without graphic design assistance.

Do not attempt to recreate or replicate any logo.

Approved campaign font example:

Titillium is the default subbrand base font used for logo creation.

All program and product logos must be channeled through the Marketing Department.

Exceptions for fonts used in logo creation are rare and must be approved by the Marketing Department.

Titillium Text for titling, headlines, subheads, and body copy

Calibri for titling, headlines, and subheads

Frutiger for body copy, and any small-use font styles

Arial for body copy, and any small-use font styles

example:

example:

More than 50% of patients who suffer a HEART ATTACK or stroke have NORMAL LDL cholesterol.

More than 50% of patients who suffer a HEART ATTACK or stroke have NORMAL LDL

I was introduced to my HDL, Inc. Clinical Health Consultant, Brittany Chin, RD, LD, through my primary care provider, Dr.

I was introduced to my HDL, Inc. Clinical Health Consultant, Brittany Chin, RD, LD, through my primary care provider, Dr. Taqueer Alam.

example:

example:

I vegetables FH Family Project

HDL, Inc. | Brand Platform | Page 62

Type Styles – Marketing Some variations in font size are expected with documents of different sizes, but the following styles should be matched as closely as is reasonable for each document.

Headline | Titillium Text Regular | 30/32 | PMS376

More than 50% of patients who suffer a heart attack or stroke have normal LDL cholesterol Section Head | Titillium Text Medium | 18/20 | PMS376

#/Bulleted Copy | Frutiger 55 Roman 100% Black | 9/11.5

COMPANY OVERVIEW

1. L earn and prioritize the science behind what we do

Subhead | Titillium Text Medium | 16/18 | PMS376

Pull Quotes | Frutiger 56 Italic | 12/16.75 | PMS 386 | Centered

Striving for his personal best is helping Joey Hawkins outrun heart disease.

Lead-In Copy | Titillium Text Regular | 18/20 | 80% Black

Why is it that 50% of patients admitted to the ER for CV events

“The counseling sessions are delivered in a patient-driven, motivational interview...”

Photo Captions | Frutiger 65 Bold | 6/8 Anna McKean, MBA, EVP, Keith McMullin, Development Director, and Terry Thomas, RN, MSN, Clinical Director.

Chart Titles | Frutiger LT Std | 65 Bold | 9/12 | PMS 165

Figure 1. HDL, Inc. test panel for cardiovascular disease.

Body Copy | Frutiger LT Std | 55 Roman | 9/11.5pt

I was introduced to my HDL, Inc. Personal Health Coach, Brittany Chin, RD, LD, through my primary care provider, Dr. Taqueer Alam.

References | Frutiger 45 Light 100% Black | 5/7 | # Frutiger Bold PMS376 1. Callahan D. Health Care Costs and Medical Terminology. In From Birth to Death and Bench to Clinic, ed.

Mary Crowley (Garrison, NY: The Hastings Center, 2008), 79-82.

HDL, Inc. | Brand Platform | Page 63

Type Styles – Word Processing Some variations in font size are expected with documents of different sizes, but the following styles should be matched as closely as is reasonable for each document.

Headline | Calibri Regular | 30/32 | PMS376

More than 50% of patients who suffer a heart attack or stroke have normal LDL cholesterol Section Head | Calibri Regular | 18/20 | PMS376

#/Bulleted Copy | Arial Regular 100% Black | 9/11.5

COMPANY OVERVIEW

1. L earn and prioritize the science behind what we do

Subhead | Calibri Regular | 16/18 | PMS376

Pull Quotes | Arial Italic | 12/16.75 | PMS 386 | Centered

Striving for his personal best is helping Joey Hawkins outrun heart disease.

Lead-In Copy | Arial Regular | 18/20 | 80% Black

Why is it that 50% of patients admitted to the ER for CV events

“The counseling sessions are delivered in a patient-driven, motivational interview...”

Photo Captions | Arial Bold | 6/8 Anna McKean, MBA, EVP, Keith McMullin, Development Director, and Terry Thomas, RN, MSN, Clinical Director.

Chart Titles | Arial Bold | 9/12 | PMS 165

Figure 1. HDL, Inc. test panel for diabetes.

Body Copy | Arial Regular | 9/11.5

I was introduced to my HDL, Inc. Clinical Health Consultant, Brittany Chin, RD, LD, through my primary care provider, Dr. Taqueer Alam.

References | Arial Regular 100% Black | 5/7 | # Arial Bold PMS376 1. Callahan D. Health Care Costs and Medical Terminology. In From Birth to Death and Bench to Clinic, ed. Mary Crowley (Garrison, NY: The Hastings Center, 2008), 79-82.

HDL, Inc. | Brand Platform | Page 64

Unapproved Typography Usage

More than 50 percent of patients who suffer a HEART ATTACK or stroke have NORMAL LDL Cholesterol

I’m a lab assistant and

1. Do not alter the colors of headlines.

4. Do not alter the fonts on campaign headlines.

Why is it that 50 percent of patients admitted to the ER for CV events tested normal for the ”traditional” lipids panel? Because traditional lipids are only one piece of the diagnostic puzzle.

Why is it that 50% of patients admitted to the ER for CV events tested normal for the ”traditional” lipids panel? Because traditional lipids are only one piece of the diagnostic puzzle.

2. Do not use text over a busy background or images.

5. Do not use campaign headline fonts for body copy.

WHY IS IT THAT 50% OF PATIENTS ADMITTED TO THE ER FOR CV EVENTS TESTED NORMAL FOR THE ”TRADITIONAL” LIPIDS PANEL? BECAUSE TRADITIONAL LIPIDS ARE ONLY ONE PIECE OF THE DIAGNOSTIC PUZZLE. WHY IS IT THAT 50% OF PATIENTS ADMITTED TO THE ER FOR CV EVENTS TESTED NORMAL FOR THE ”TRADITIONAL” LIPIDS PANEL? BECAUSE TRADITIONAL LIPIDS ARE ONLY ONE PIECE OF THE DIAGNOSTIC PUZZLE.

Why is it that 50% of patients admitted to the ER for CV events tested normal for the ”traditional” lipids panel? Because traditional lipids are only one piece of the diagnostic puzzle.

3. Do not use body copy in all caps or bold colors.

I save lives.

6. Do not overemphasize body copy by varying the size or using bold text and underlines.

HDL, Inc. | Brand Platform | Page 65

Charts & Graphs

Chart Standards Charts and graphs to be used for external communications are created by the Marketing Department. Submit requests as needed.

a Red, yellow, and green

indicate risk where appropriate

b Consistent font styles:

Titillium for titles, Frutiger or Arial for small type*

c Minimized units, grids,

and chart clutter to keep attention on data

d Consistent background color

C-5%, M-2%, Y-0, K-0 R-238, G-243, B-250

160

a

140 120 100

ApoE Genotype

120

LDL-C (MG/DL)

TRIGLYCERIDE (MG/DL)

Omega-3 Index

180

110 100 90

80

80

3/3

3/4

4/4

<4%

3/3

4% – 8%

3/4

e

4/4

>8%

Fig. 2 Kaplan Meier Curves for Survival, by combined Galectin-3 and NT-proBNP Categories

b

PATIENTS WITH

3.6%

1

0.8

SURVIVAL

We use consistent styles for HDL, Inc. charts. Charts from third-party sources must be restyled to fit HDL, Inc. style guidelines, approved by the legal department for use, and credited accordingly.

Fig. 1 Lipid level by O31 and apoE genotype

N=58

OMEGA-3 INDEX®

0.6

N=90 N=28

0.4

c

0.2 0

200

600

800

1000

1200

1400

10X MORE LIKELY

TO SUFFER CARDIAC DEATH

RELATIVE TO PATIENTS WITH

N=94 400

ARE

AN OMEGA-3 INDEX® OF 6.9

1600

TIME (DAYS)

Gal-3 low / NTproBNP low

Gal-3 high/ NTproBNP low

Gal-3 low / NTproBNP high

Gal-3 high/ NTproBNP high

ROC-curve-derived cutpoints for markers: (12.4 ng/ml for Gal-3; 5876 pg/ml for NT-proBNP) Taken from De Filippi et al (2009) J Card Fail:15(6):Suppl1 pS9

e Information graphics to add

impact to statistics when appropriate

d

Statins do not work well in

20% OF PATIENTS

*For internal creation of charts, only Arial or Calibri should be used.

HDL, Inc. | Brand Platform | Page 67

salad dressing Salads are healthy! Right?

The greens and veggies are healthy but dressing the salad can be a nutritional pitfall. Four tablespoons of an average salad dressing, (a typical serving in a restaurant), easily can add 400 calories, 40 grams of fat (8 of them saturated), and 700 mg of sodium.

Table Standards Use consistent styles for HDL, Inc. tables. Tables from third-party sources must be restyled to fit HDL, Inc. style guidelines, approved by the Legal Department for use, and credited accordingly. a Use consistent standard

HDL, Inc. fonts.

b Use consistent background

colors within cell units.

Green: C-50%, M-0, Y-100%, K-0 Light Green: C-50%, M-0, Y-100%, K-0 Tint-20% Dark Blue: C-35%, M-18%, Y-16%, K-0 Tint-50% Light Blue: C-35%, M-18%, Y-16%, K-0 Tint-20% c Alternate background

colors of rows to make tables easy to navigate

a b

Comparison Nutrition Claims Salad Dressings Comparison ofofNutrition Claims for for Salad Dressings Serving: 2 Tablespoons

CALORIES

FAT (g)

SATURATED FAT (g)

Fat-Free 1/2 gram fat or less

10 – 60

0

0

Low-Fat 3 grams fat or less

30 – 100

1–2

0–1

Low Calorie 40 calories or less

10 – 40

0–2

0–1

Lite/Light 1/3 fewer calories or 50% less fat

30 –130

2 – 12

0–2

100 – 200

10 – 20

2–5

Regular no restrictions

Comparison of Regular Salad Dressings, Based on an Average of Major Brands CALORIES

FAT (g)

SATURATED FAT (g)

CARBOHYDRATES (g)

Italian

100

10

2

1

Caesar

110

11

2

1

1000 Island

120

12

2

5

French

130

12

3

4

Ranch

170

18

3

2

Serving: 2 Tablespoons

Dress-up Tips for Salads § Request dressings on the side when dining out to control the amount that you use. Use the “fork-dip method” rather than the “drowning your greens” method. c

§ Choose a dressing with the most flavor for the least amount of fat.

Check the labels and compare. If you don’t like the fat-free or low-fat varieties, reduce the serving size. § Watch the sodium in salad dressings — some have as much as 800 mg in a 2 tablespoon serving. § When creating your own dressings, use buttermilk, fat-free or low-fat yogurt, or tofu. Substitute chicken or vegetable stock for half of the oil. Most vinaigrette dressings use a ratio of 1 part vinegar to 3 parts oil.

Try reversing this ratio to 1 part oil and 3 parts vinegar. The difference is dramatic. You can reduce the fat and calories by two-thirds. § Check out the ingredient lists for the type of oils used, sulfites, MSG, HDL, Inc. Best | Brand Platform and artificial colors. oils for | Page 68 heart health include olive oil and

myHDL.com 1.877.4HDLABS (1.877.443.5227) 737 N. 5th Street, Suite 103, Richmond, VA 23219