Brand Guidelines Quick Reference

Last Updated March 1, 2019

The quick reference below serves as an abridged version of the full brand guidelines document (downloadable as a PDF), highlighting some of the most commonly needed information.

Wondering whether or not you need to download the full brand guidelines? You will need the full brand guidelines document if:

  • You’re using professional design software
  • You’re creating work that will be seen by the outside world
  • You want to make your design as awesome as possible


The CareMore brand is how patients and customers perceive and experience the company’s model of care. This brand is supported by the visual reflection of the company name. The tone, assets, and strategy all relate to the ideas of “care” and “more.”

Care implies not only healthcare, but passion, thoughtfulness, and functionality.

More expresses the idea of going above and beyond expectations.


Primary Swatches

CM Blue

RGB 0, 75, 230
HEX #004BE6
PMS 2132C, 2132U

CM Navy

RGB 20, 30, 90
HEX #141E5A
PMS 281C, 281U

CM White

RGB 255, 255, 255

CM Logo Cyan

RGB 89, 209, 255
PMS 2985C, 2985U

Secondary Swatches


RGB 0, 185, 255
PMS 2995C, 2995U


RGB 255, 40, 30
PMS 3556C, 3556U


RGB 255, 120, 0
HEX #FF7800
PMS 151C, 151U


RGB 0, 210, 105
HEX #00D269
PMS 3405C, 3405U


RGB 115, 70, 255
HEX #7346FF
PMS 2097C, 2097U


To maintain consistency across various mediums (e.g. print, digital, etc.), CareMore color specs should always be followed. A master color file has been provided in the file package. Reference the appropriate .ase file (RGB for screen/web, PMS for print), found in the file package under Design Assets → 02 Color Swatches.

Color Values

Using the correct color values (RGB vs. PMS) for the situation is important. If you are unsure which colors to use, refer to the “file package guide” at the end of the full brand guidelines document.

Using Color

There are rules on how and when to use primary and secondary swatches. Refer to the full guidelines to learn:

  • Which colors work for text and backgrounds
  • The difference between B2B and B2C color usage
  • Which colors can be paired together
  • When to use secondary colors
  • When to use tints of colors


CareMore logos come in wide variety of formats and colors. They have each been carefully composed, balanced, and refined for readability and tone.

Reference the full guidelines to learn:

  • When to use each logo format/color option
  • How to use the logos in context
  • Minimum clearspace
  • Minimum print sizes
  • Co-branding & Sub-branding



The CareMore brand uses two type families from Frere-Jones Type. Both families strike a balance between professionalism, legibility, and personality.


Mallory is used for all CareMore communications across print and digital.

Mallory may be used for headings, titles, and labels in B2C applications (but not for body copy). B2B applications should use the “light” or “book” weight of Mallory for body copy. For titles and headings, the “medium” and “bold” weights of Mallory should be used. (B2B applications may also use the “light” weight for headings and titles.)

Mallory should primarily be used in mixed case but may occasionally be used in all-uppercase (e.g. for small label or heading text). Reference the full guidelines document for more information.


Originally designed for newspaper text, Exchange makes efficient use of space and retains legibility in a variety of settings, including both print and digital.

Exchange is used for body copy in B2C applications only (never in B2B applications). Exchange should be used in mixed case only, never in all uppercase.

Fallback System Fonts

Fallback system fonts come pre-installed on every Windows and Mac computer. Verdana and Georgia are the closest system font matches to the CareMore brand fonts. No other system fonts should be used.

These fonts are used only when CareMore brand fonts cannot be used, for example:

  • Email Templates
  • Documents for internal use made by staff without font licenses for Mallory and Exchange
  • Working files that need to be sent to others without licenses (.PPT, etc.)

Using Typography

Reference the full guidelines to learn:

  • How to treat various types of text (headlines, body text, labels, etc.)
  • How to license the fonts
  • Minimum font sizes (for print)



Photography can be used to add visuals to materials, but should be done carefully to avoid feeling like generic filler content.

Using Photography

Whenever possible, avoid stock photography in favor of custom commissioned photos.

People in photos should ideally be real CareMore patients and team members in homes, clinics, and other real contexts (instead of models in studios).

In external facing materials, photos should be shot by professionals and be of high resolution and quality.

Reference the full guidelines to learn:

  • How to use photos with purpose
  • How to curate the tone for various contexts
  • How to find approved photos
Photography - Caremore Photography



Systems for collage, icons, and illustration have been developed for integrating creative and informational visuals into CareMore communications.

Reference the full guidelines to learn:

  • How and when to use the collage strips
  • How and when to use the icon set
  • How and when to use custom illustrations

Layout & Content


After gaining an understanding of the system’s components, collateral can be created that speaks the CareMore brand language.

Reference the full guidelines for:

  • Layout and alignment best practices
  • General copywriting tone and strategy
  • Details on how to cater design and content for B2B and B2C differently
  • A large selection of example designs for collateral, swag, apparel, web, trade show materials, and more.