Martins Point - brand identity, guideline and assets. (2024)

Martin's Point Brand Guidelines

Last Updated April 2024

Introduction

Our Values

Tone of Voice

Logo

Establishing Line of Business

Designing with the Logomark

Typography

Color

Photography

Photography Overview

Designing With Photography

Illustration

At Martin's Point, we're on a mission to improve the health and well-being of our community.

Proudly Impactful

As an organization that is pushing ourselves to deliver the highest standard of care possible, we want the brand to feel like it’s making an impact just like we are.

Succinct

Healthcare is a confusing system and it’s our job to simplify it. We know our industry is full of noise and there are complex powers we can’t control. However, we can control how we communicate with our patients and members. It’s our goal to minimize the fluff, stay transparent, remove obstacles, and always prioritize the best interests of our patients and members.

Caring Leader

No matter how we grow and evolve, we remain committed to delivering services and products that feel personal. As a partner of the community, we operate with the goal that every interaction instills trust and confidence.

Capable

Confident

Passionate

EXAMPLES:

Our bottom line—quality and service.

Because serving you better is our path forward.

Good people. Good care. That’s the point.

Every interaction should instill trust and confidence.

Consistently listening. Constantly improving.

Smart

Honest

Transparent

EXAMPLES:

Get the most from your benefits.

Close to home.

Listening carefully.

Coverage that cares.

Healthcare should be human.

Personal

Authentic

Compassionate

EXAMPLES:

Because your biggest priorities are ours too.

Healthcare here for you.

At Martin’s Point we put our people first—always.

Compassionate care, every step of the way.

You’re more than a member, you’re part of a caring community.

We take your well-being personally.

The kind of service that feels next door, wherever you are.

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Our logo features our refined icon and our custom wordmark. It should be used as the dominant lockup for the brand.

CLEAR SPACE

Clear space helps the logo stand out from the rest of the elements in the layout and ensures legibility, even at small sizes. Be sure not to crowd the logo. When placing additional elements around it, use the icon’s height as a spacing metric.

SCALE

Large Format

To ensure optimal legibility, the icon must maintain a minimum height of 25 px or 0.35 in. If using the icon below the minimum size requirements, switch to the small format version.

Small Format

This version of the logo is to be used only up to a maximum height of 25 px or 0.35 in. Above the maximum height, switch to the large format version.

The Small format version has a minimum height of 9px or .125 in

Our icon is the simplest form of identification for our brand. It is a refinement from our original icon that holds onto our previous equity in the mark.

Our icon is used when there is not enough space for the logo or as a textural element in the brand system. If the icon is used externally, make sure the company name is present for reinforcement and context.

CLEAR SPACE

Clear space helps the logo stand out from the rest of the elements in the layout and ensures legibility, even at small sizes. Be sure not to crowd the logo. When placing additional elements around it, use the icon’s height as a spacing metric.

SCALE

Large Format

To ensure optimal legibility, the icon must maintain a minimum height of 32 px or 0.45 in. If using the icon below the minimum size requirements, switch to the small format version.

Small Format

This version of the logo is to be used only up to a maximum height of 32 px or 0.45 in. Above the maximum height, switch to the large format version.

The Small format version has a minimum height of 9px or .125 in.

CLEAR SPACE

Clear space helps the logo stand out from the rest of the elements in the layout and ensures legibility, even at small sizes. Be sure not to crowd the logo. When placing additional elements around it, use the icon’s height as a spacing metric.

Large Format

To ensure optimal legibility, the logo must maintain a minimum height of 25 px or 0.35 in. If using the logo below the minimum size requirements, switch to the small format version.

Small Format

This version of the logo is to be used only up to a maximum height of 25px or 0.35 in. Above the maximum height, switch to the large format version.

The small format version has a minimum height of 13.5px or 0.1875 in.

CLEAR SPACE

Clear space helps the logo stand out from the rest of the elements in the layout and ensures legibility, even at small sizes. Be sure not to crowd the logo. When placing additional elements around it, use the icon’s height as a spacing metric.

SCALE

Large Format

To ensure optimal legibility, the logo must maintain a minimum height of 65 px or 0.9 in. If using the logo below the minimum size requirements, switch to the small format version.

Small Format

This version of the logo is to be used only up to a maximum height of 65px or 0.9 in. Above the maximum height, switch to the large format version.

The small format version has a minimum height of 54px or 0.75 in.

Eyebrow

For newsletters, email campaigns, and mailer envelopes, an eyebrow descriptor can quickly clarify which line of business the document is referring to.

Language

For direct mail campaigns and mailers, language plays a key part in clarifying which line of business a document is referring to.

The TRICARE example to the right uses headline language to clearly state the purpose of the mailer.

The example to the right introduces Martin's Point at a high-level on the cover. When opened, language works to immediately clarify that the card is referencing Medicare and Martin's Point's Generations Advantage plan.

Designing With The Logomark

The logomark can be used as a design element across brand collateral.

The mark works well cropped into corners (C, D), cut in half (A), and enlarged into a macro view of the mark (B).

Notice how each example utilizes symmetry to create a sense of organized negative space and balance.

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Negative space

When using the mark as a graphic element, do not overcrowd the area around it. Make sure there is enough negative space around the graphic so that each composition feels clean and sophisticated.

The Center Star

The Center Star shape can be used in layout as a bullet point or to draw attention to copy or call-to-actions. The examples below portrays the correct usage of the Center Star.

The Center Star can exist in certain colorways to reinforce our primary brand. The Center Star should only be used in color combinations listed below.

Patterning With The Medallion

The medallion can also be used in a patterning approach.

Medallion patterns can be formatted in an interlocking pattern, where outer corners match up to inner corners of the medallion (Top), or by vertically stacking the medallions (Bottom).

You may also create compositions by masking imagery into the medallion shape.

Sang Bleu Sunrise is our primary brand typeface. It captures our voice, personality, and expression. It is used in large and medium applications as a headline or subhead.

Sang Bleu Sunrise is always set in sentence case when used in headline copy. This reinforces our brand voice.

Our identity system uses only the Livre weight of Sang Bleu Sunrise.

Line spacing should always be set at 2-4 pts higher than the type size.

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Anthro is our secondary, hardworking typeface. It communicates clearly, pairing legibility with character. It is used in small and medium cases for subheads, body copy, and CTAs.

Anthro is always set in sentence case unless used as a contextual modifier such as in an eyebrow.

Type weight is used to distinguish between pieces of information. Our identity system uses the Semi-Bold and Regular weights of Anthro.

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Sang Bleu Sunrise is also used as our tertiary brand typeface. It is used in small applications as a subheadline or subhead.

Sang Bleu Sunrise is always set in uppercase when used in this application.

This treatment for Sang Bleu Sunrise should not be used in headline formats or in large displays of type. The tertiary font is best for eyebrows, folios, and other small typographic details.

Line spacing should always be set at 2-4 pts higher than the type size.

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In the case where one does not have access to the primary and secondary fonts, system fonts can be used. These are fonts that should already by installed on a majority of operating systems.

Usage for system fonts may be: email signatures, sharing powerpoints, google slides, etc.

These fonts should be used internally and should never be customer facing.

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Left Aligned

The approach is most prominantly used througout the brand. It is best for long form headlines, quotes, and body copy.

Centered

This approach is best for headlines in more vertical applications. The centered approach is also successful in creating a focal point around the headline.

Breaking the Grid

Headlines can also be broken into different parts. This approach is useful in advertising when wanting to tell a compelling story or help move the eye across the composition.

Color is an important piece of maintaining a consistent visual language. This section provides a detailed explanation around color usage and hierarchy.

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Primary Color

Marine is the primary color representing the Martin's Point brand.

Marine

PANTONE: 3292 C

RGB: 0, 78, 66

CMYK: 100, 42, 67, 33

HEX: #004e42

UNCOATED: 3292 U, CMYK: 81, 41, 54, 18

Marine Tonal

PANTONE: 3248 C RGB: 111, 199, 182 HEX: #6FC7B6 CMYK: 55, 0, 35, 0

UNCOATED: 3248 U, CMYK: 56, 0, 35, 0

Secondary Color

Seafoam serves as the secondary color in the brand system.

When using in large floods, Marine should always also be present in the same application to ensure brand recognition (see below).

Seafoam Tonal should be the only color used to set copy when using Seafoam as a background color. Seafoam Tonal is never used where Seafoam is absent.

It is meant to provide hierarchy in layout and is not used in large floods. Tertiary colors can be used as accents over Seafoam.

Seafoam

PANTONE: 5445 C

RGB: 182, 199, 210

CMYK: 28, 14, 12, 0

HEX: #B6C7D2

UNCOATED: 5445 U, CMYK: 30, 15, 11, 0

Seafoam Tonal

PANTONE: 6117 C RGB: 63, 82, 91 CMYK: 77, 54, 43, 19 HEX: #3F525B

UNCOATED: 6117 U, CMYK: 63, 47, 35, 7

Although Marine serves as the signifying color for the Martin's Point brand, Mist is also a prominent color across the system.

Mist can be used in large floods of color as well as headlines and body copy.

Mist

PANTONE: 40% of Cool Gray 2 C

RGB: 249, 249, 249

CMYK: 2, 1, 2, 5

HEX: #f9f9f9

EMBROIDERY: Pantone 663 C thread. Soft white thread may also be used, if a match to 663 C is unavailable.

Color Hierarchy

The diagram to the right represents the brand's color hierarchy. The most prominent information receives the most contrast, while tonal colors are applied to secondary information.

Mist is the exception to the "tonal color rule." When using a Mist background, both primary and secondary information should be in Marine.

We are committed to ensuring accessibility for all individuals, including those with disabilities. While we strive to maintain the aesthetic integrity of our brand, achieving full ADA compliance can present challenges.

The following is a list of color combinations within the brand that fully comply with ADA requirements, and those that minimally comply. Minimal compliance means that it can work in some instances of larger text, or when crucial or essential information is not being communicated.

Fully Compliant:

This color combination is fully compliant with ADA Compliance without making adjustments.

(Ex. Marine Background, White Text)

Minimally Compliant:

This color combination means that large text, graphic elements and/or user interface components are compliant.

Not ADA Compliant:

This color combination cannot be minimally or fully compliant without drastically changing the color.

Marine (Marine Tonal Text)

Fully compliant

Marine (White Text)

Fully compliant

Mist (Marine Text)

Fully compliant

Mist (Marine Tonal Text)

Not ADA compliant

Seafoam (White Text)

Not ADA compliant

Seafoam (Seafoam Tonal)

Fully compliant

Casco Orange (White Text)

Minimally compliant

Atlantic Green (White Text)

Fully compliant

Veranda Gold (White Text)

Not ADA compliant

Veranda Gold (Marine Text)

Fully compliant

Presumpscot Blue (White Text)

Fully compliant

Logo Colorways

These are the only color combinations that the wordmark, mark, and lockups may appear in. The wordmark, mark, and lockups should never appear in any of the tertiary colors.

Tertiary color

The following colors make up the tertiary color palette. They are meant to support the primary and secondary palettes and should not be used overwhelmingly or in large floods of color.

Utility Colors

Utility Dark Grey can be used in long-format content and body copy across digital platforms.

Utility Dark Grey

PANTONE: Cool Grey 11 C RGB: 62, 62, 63 HEX: #3E3E3F CMYK: 68, 62, 59, 48

K: 89

Utility Light Grey can be used in large floods when variation is needed. This is especially useful when designing for digital platforms.

This Utility Light Grey is also useful for added hierarchy in typography.

Utility Light Grey

PANTONE: Cool Grey 3 C RGB: 197, 203, 204 HEX: #C5CBCC CMYK: 22, 14, 16, 0

K: 24

Proportion of Use

The diagram to the right represents the proportion of each color that should appear in the system.

DISCLAIMER *

Note that RGB values will always differ from CMYK values as you cannot achieve the same brightness when printing in CMYK as you can on screen. When printing, it is always recommended to use PANTONE colors whenever possible to ensure color consistency. It is also important to note that PANTONE colors will differ depending on substrate type.

Tertiary Color Hierarchy

Tertiary colors provide added hierarchy across digital applications, social media, infographics, and illustration.

(Right) Notice that the primary and secondary colors still remain most prominent.

This is also a good example (right) of how secondary color can be used.

Note: Marine should always also be present in the same application to ensure brand recognition.

Color to Add Emphasis

Marine Tonal can be used to add emphasis to a word or short phrase in a headline.

This should be used to create a focal point when headlines are large and concise. It should only be used on words that convey specific content or carry significant meaning.

Color emphasis should never be used on punctuation, full sentences, or function words (such as 'and', 'it', or 'for').

Pill Shape to Highlight CTAS

Pill Shapes outlines or fills can be used throughout materials to create hierarchy of CTAs within designs. This shape should only be used when drawing attention to a link.

Marine and Veranda can be used as a full color background or an outline stroke pill shape.

Determining color should be dictated by the outline stroke providing enough contrast against the background to enhance the visibility of the CTA.

Be mindful of negative space around the outlined CTAs. Ensure that the stroke does not interfere with surrounding elements and maintains a clean, uncluttered look.

Color and Tone

Color Balance

Maintain a natural color balance. Avoid color becoming too warm or too cold. Colors should accurately reflect the scene while avoiding extreme color grading.

Color Grade

Avoid overly strong color grading that distracts from the natural feel of the photograph.

Composition + Subjects

Subject Positioning

Subjects should be centered for a balanced composition that draws attention.

Angles and Personality

Capture subjects at angles that reflect their personality and highlight their individuality. Differentiate between employee portraits and featured individuals—employee portraits can be neutral and straight-on, while those being highlighted should be captured at compelling angles that empower their presence.

Headroom

Ensure that subjects' heads are not cut off at the top of the frame. Leave enough space above the head to maintain a natural and balanced composition.

Limbs

If necessary to crop limbs, ensure that the crop occurs at mid-forearms or mid-shins. This maintains the integrity of the subject's form and creates a visually pleasing composition.

Context and Composition

Foreground and Background

Incorporate foreground and background elements to provide context and depth to the images.

Texture and Atmosphere

Avoid sterile and flat imagery. Ensure that textures and details in the environment are visible, adding authenticity and atmosphere to the photographs.

Background Focus

While context is essential, opt for deep focus over an overly-smooth, blown-out bokeh when a significant background is present. Maintain a balance between the subject and their environment.

Movement Shots

Capturing Movement

Showcase movement in a way that captures a frozen moment in time, rather than displaying active motion.

Avoid Motion Blur

Eliminate motion blur from movement shots to create a clear and crisp portrayal of the action.

Overall

Maintain a photography style that feels natural, genuine, and "of-the-world." Employ deep shadows and natural lighting to create depth and authenticity. Subjects should be centered, with angles reflecting their personality. Context is essential, achieved through foreground and background elements. Texture and atmosphere should be present, and movement shots should be crisp, capturing a still moment in time.

Color and Tone

Bright, natural light is a cornerstone of our healthcare photography. It ensures that the scenes are vibrant and energetic, making use of the day's full spectrum while avoiding the cliché sunset motifs.

Colors should feel rich and natural. Always consider the brand palette when highlighting subjects—avoid busy patterns, logos and colors with stark contrast.

Capturing Personality

Balanced compositions should draw attention to the subject. Avoid unbalanced cropping of bodies. If a photo is meant to have a cropped perspective, ensure it’s balanced and intentional.

Lean into vibrant subject matter that feels full of life and embraces real-world authenticity.

We want the people to feel like they’re in their own element and embrace imperfections.

Highlight bodies in motion as a form of art, demonstrating how physical activity and movement contribute to a healthy lifestyle. Whether it's cycling, throwing pottery, or any other activity, we celebrate the beauty of the human body in action.

Atmosphere

Avoid sterile and flat imagery. Ensure that textures and details in the environment are visible, adding authenticity and atmosphere to the photographs.

Instead of explicitly depicting healthcare procedures, use visual metaphors to convey the essence of health. Tell a story beyond the surface, communicating what healthcare means through a full and vibrant lifestyle.

Image Composition Options

When applicable, such as in advertising, use macro photography to highlight the individual.

Avoid symmetrical, perfect crops around the head to give a natural, candid feel. When faces are at a large scale, we want to avoid facial expressions and settings that feel overly posed or perfect.

Backgrounds should not be distracting. Avoid crops that cut an obvious prop or human out (ex. cropping part of another person's face).

Considerations & Guardrails

Avoid images and settings that feel too perfect or stock-like—a common trend across the medical space.

We do not want to come off as clinical, so most photography should be shot outside of a medical setting.

Avoid overdone lighting effects. Engineered light bursts, sunray, sunsets/rises feel unnatural and cliche.

Environments shouldn’t feel overly curated.

Recap

Martin's Point does not own the rights to the photos in these guidelines. The images presented in this section are for reference only.

Download photo Masks

The medallion is not always used in full. When creating compositions, use portions of the medallion in a variety of ways.

The example to the left utilizes the medallion in two different ways to help tell a story as well as create a dynamic composition.

When creating compositions, be careful to avoid cropping images in a way that creates tension.

Choose imagery carefully as not every image works well inside the medallion. However, photos may be altered to alleviate tension and increase contrast so that the medallion is clearly defined (Right).

When working with more complex imagery, try using a more simplified portion of the shape (top image).

The use of the medallion shape should never feel overwhelming. The medallion framing element should feel like an ownable and identifying piece of the brand. However, be careful not to overuse it. There are other ways to incorporate imagery to help instill balance across the brand.

When not using the medallion to mask imagery, use a rectangular shape (seen left). When using this approach, the corners of the image should always be rounded.

Web + Direct Mail

Corners of the rectangular shape should be at a radius of 12 pixels.

Outdoor Advertising

When dealing with imagery in larger formats like outdoor advertising and billboards, the rounded corner radius should increase. In these cases, rounded corners should be at a radius of 96 pixels.

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Illustration can be used in place of photography for advertisem*nts, iconography, and digital needs. The style of illustration should remain consistent across applications.

Illustrations should be clean, hand-drawn linework. When using illustrations in advertising, the image should always compliment and add meaning to the headline. Color should also be added in a way that strengthens the concept behind the illustration.

NOTE: To ensure consistency, illustrations may only be created by illustrators approved by the Martin’s Point Marketing team and Rugged Agency.