Brand Guidelines
Standards for creating consistent, accessible, and professional materials that represent Health Care for All Oregon across print and digital media.
Version 1.0 | May 2026
Brand Overview
Health Care for All Oregon (HCAO) is a grassroots organization working to establish Universal Health Care in Oregon. Our visual identity reflects our values of accessibility, transparency, and progressive leadership.
Brand Values
Accessible
Clear, readable, welcoming to all
Professional
Trustworthy, credible, policy-focused
Progressive
Forward-thinking, innovative, leading
Compassionate
People-first, community-centered
Organization Name Usage
Full Name: Health Care for All Oregon
Acronym: HCAO (use only after first mention of full name)
Note: "Health care" is two words when used as a noun
Logo Usage
The Health Care for All Oregon logo is a critical brand asset. Proper usage ensures consistent brand recognition across all materials.
Logo Formats
Horizontal Logo
Preferred format for most applications. Use when horizontal space is available.
Vertical Logo
Use when vertical space is preferred or when horizontal logo would be too small.
Logo Colors
Full Color
Use on white or light backgrounds. This is the preferred version.
Black & White
Use when color printing is not available or on very dark backgrounds.
Clear Space & Sizing
Minimum Clear Space
Always maintain at least a 1/4 inch (0.25") safety area around all sides of the logo. This clear space ensures the logo remains visible and uncluttered.
| Format | Minimum Size (Print) | Minimum Size (Digital) |
|---|---|---|
| Horizontal Logo | 1.5 inches wide | 180px wide |
| Vertical Logo | 1 inch wide | 120px wide |
Logo Don'ts
Never:
- Distort, condense, or elongate the logo
- Change the logo colors
- Add effects (shadows, outlines, gradients)
- Rotate the logo at any angle
- Place logo on busy backgrounds that reduce legibility
- Recreate or retype the logo
Need Logo Files?
Contact the HCAO communications team for vector (AI, EPS, SVG) and raster (PNG, JPG) logo files in all approved formats and colors.
Color Palette
All HCAO colors meet WCAG AAA accessibility standards. Every color has been tested for contrast and includes values for both print (CMYK/Pantone) and digital (HEX/RGB) use.
Primary Colors
Accent Colors
Neutral Colors
About Our Blues
Navy Mid is very close to the blue used in our logo (Pantone 280 C). For consistency, use Navy Mid for all brand materials. The logo file itself contains the exact Pantone 280 color, but Navy Mid works perfectly for everything else.
Important: Color Accessibility
All HCAO colors have been tested and meet WCAG AAA standards (7:1 minimum for body text).
Typography
HCAO uses three typeface families: Gotham for the logo, Epilogue for headings, and Source Sans Pro for body text. Epilogue and Source Sans Pro are open-source Google Fonts, freely available for all uses.
Typeface Families
Professional, geometric sans-serif
Modern, confident, geometric sans-serif
Usage: All headings, navigation, labels
Google Fonts: Free download
Highly readable, professional, approachable
About Gotham
Gotham is used exclusively in the HCAO logo. While it's a professional font available for purchase, we use Epilogue for all other heading needs on the website and in most materials. Gotham can be purchased if needed for special logo-centric applications.
Type Scale (Print)
Typography Guidelines
- Hierarchy: Use no more than 3 levels on a single page
- Line Length: 60-75 characters optimal, 90 maximum
- Alignment: Left-aligned for body text (never justified)
- Emphasis: Use Semi-Bold (600) for emphasis, avoid underline except links
Print Guidelines
Specifications for creating professional print materials that maintain brand consistency and accessibility.
Document Specifications
| Document Type | Size | Bleed | Resolution | Color Mode |
|---|---|---|---|---|
| Flyers & Handouts | 8.5" x 11" | 0.125" (if full-bleed) | 300 DPI | CMYK |
| Posters | 11" x 17" | 0.125" | 300 DPI | CMYK |
| Business Cards | 3.5" x 2" | 0.125" | 300 DPI | CMYK |
| Banners & Signage | Varies | Per printer | 150 DPI | CMYK |
Paper Recommendations
Flyers & Handouts
80-100 lb text
Matte or uncoated finish
Posters
100 lb text or 80 lb cover
Matte finish
Business Cards
14pt cardstock
Matte or uncoated
Reports & Booklets
70-80 lb text
Uncoated preferred
Why Matte?
Matte and uncoated finishes are more accessible than glossy. They reduce glare, are easier to read under various lighting conditions, and work better for people with visual sensitivities.
Digital Guidelines
Standards for creating static digital images for social media, email, and web use.
Social Media Specifications
| Platform & Type | Dimensions | Aspect Ratio | Format |
|---|---|---|---|
| Instagram Post | 1080 x 1080px | 1:1 (Square) | PNG or JPG |
| Instagram Story | 1080 x 1920px | 9:16 | PNG or JPG |
| Facebook Post | 1200 x 630px | 1.91:1 | PNG or JPG |
| Twitter/X Post | 1200 x 675px | 16:9 | PNG or JPG |
| LinkedIn Post | 1200 x 627px | 1.91:1 | PNG or JPG |
File Guidelines
PNG
For graphics with transparency, logos, text-heavy images
JPG
For photographs and complex images
SVG
For logos and icons (scalable, preferred)
Optimization Tips
- Target File Size: Under 200KB for social media
- Compression: Use TinyPNG or ImageOptim before uploading
- Color Mode: Always RGB for digital (never CMYK)
- Resolution: 72 DPI standard for web and social
Accessibility Standards
HCAO is committed to creating materials accessible to all Oregonians, regardless of ability. All materials must meet WCAG 2.1 Level AA minimum, with AAA as the goal.
Color Contrast Requirements
| Text Type | WCAG AA | WCAG AAA | HCAO Standard |
|---|---|---|---|
| Body Text (16pt and below) | 4.5:1 | 7:1 | 7:1 (AAA) |
| Large Text (18pt+ or 14pt+ bold) | 3:1 | 4.5:1 | 4.5:1 (AAA) |
All HCAO Colors Are Compliant
Every color in the HCAO palette has been tested and meets WCAG AAA standards when used as specified. You never need to worry about contrast ratios when using approved color combinations.
Universal Design Principles
Readability
- Use clear, plain language
- Avoid jargon without explanation
- Short sentences and paragraphs
- 1.5x line spacing minimum
Visual Clarity
- High contrast text and backgrounds
- Sans-serif fonts for body text
- 11pt minimum (print), 16px (digital)
- Never use all-caps for body text
Usage Examples
Clear examples of correct and incorrect brand usage to maintain consistency across all materials.
✓ Correct Usage
- Navy for primary brand elements
- Red accent used sparingly for emphasis
- Generous white space and clear hierarchy
- High contrast text (Navy Dark or Text Mid on white)
- Source Sans Pro for all body text
- Epilogue for all headings
- Real, authentic photography
- Accessible color combinations
- Matte finishes for print
- Descriptive alt text for images
✗ Incorrect Usage
- Red used for large text blocks
- Low contrast color combinations
- Mixing multiple typefaces
- Cramped layouts with minimal spacing
- Obvious stock photography
- Logo distorted or recolored
- Text over busy images without overlay
- Inaccessible color contrasts
- Glossy finishes (harder to read)
- Vague or missing alt text
Quick Reference
Color Quick Reference
| Color Name | HEX | Primary Usage |
|---|---|---|
| Navy | #253B74 | Primary brand color |
| Navy Dark | #1a2c58 | Large headings |
| Navy Mid | #3a5499 | Accents, interactive elements |
| Red | #ef3e42 | Decorative accents only |
| Red Text | #B30000 | CTA buttons |
| Text Mid | #2d3548 | Body text |
| White | #ffffff | Backgrounds, cards |
| Background | #FAF9F7 | Page backgrounds |
Type Quick Reference (Print)
| Style | Font | Size | Weight |
|---|---|---|---|
| H1 | Epilogue | 44-50pt | 800 |
| H2 | Epilogue | 32-36pt | 800 |
| H3 | Epilogue | 18-20pt | 800 |
| H4 | Epilogue | 15-16pt | 800 |
| Body | Source Sans Pro | 15-16pt | 400 |
| Small | Source Sans Pro | 14-15pt | 400 |
| Label | Source Sans Pro | 14-15pt | 600 |
Spacing Standards
Health Care for All Oregon
Leading Oregon to Universal Health Care
www.hcao.org
This document is a living guide and will be updated as the brand evolves.
Version 1.0 | May 2026