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california
Blue Shield of California
Brand Book
Last updated June 12, 2019
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ContentsOur brand .................................................................................................................................. 4
Brand intro .................................................................................................................................. 5Brand framework ....................................................................................................................... 6Campaign idea ......................................................................................................................... 8
Voice & verbal style ................................................................................................................. 9Be concise ................................................................................................................................ 11Be transparent ......................................................................................................................... 12Be human ................................................................................................................................. 13Be clear .................................................................................................................................... 14
Message guidelines ............................................................................................................... 15Brand headlines ...................................................................................................................... 17Other headlines and calls to action ...................................................................................... 17Writing Style Guide .................................................................................................................. 18
Logos & signatures ................................................................................................................. 19Primary logo............................................................................................................................. 21Secondary logo .......................................................................................................................22Using clear space .................................................................................................................... 23Minimum size ............................................................................................................................ 23Logo color options .................................................................................................................. 24Logo don’ts............................................................................................................................... 25The symbol ............................................................................................................................... 26The solid shield ......................................................................................................................... 27The solid shield usage ............................................................................................................. 28The blue crest ...........................................................................................................................30“never stop” tagline ................................................................................................................ 31Association tagline .................................................................................................................. 32How it all comes together ......................................................................................................34
Brand palette .......................................................................................................................... 35Primary brand colors .............................................................................................................. 36Secondary brand colors ......................................................................................................... 37Tertiary brand colors ............................................................................................................... 37Examples of tertiary color use ...............................................................................................38
Typography & fonts ................................................................................................................ 40Special considerations for Medicare communications ......................................................44Minimum font size, required by CMS......................................................................................44Typesetting ...............................................................................................................................45Typesetting examples ............................................................................................................. 46Out-of-home guidelines .........................................................................................................48
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Photography ........................................................................................................................... 50Composition ............................................................................................................................. 52Casting considerations ........................................................................................................... 53Stock photography ..................................................................................................................54Medi-Cal considerations ........................................................................................................ 56
Broadcast ................................................................................................................................ 57Introduction ..............................................................................................................................58Edit construction ...................................................................................................................... 59Using the logo bug ................................................................................................................. 63Using video thumbnails ........................................................................................................... 63Using black and white vs. color ............................................................................................. 65Common lower third duration and dissolve lengths............................................................ 66Standard title alignment ........................................................................................................ 66Title cards and intertitles ........................................................................................................ 66Filename guidelines ................................................................................................................ 67Lower third framework ............................................................................................................ 67Radio guidelines ...................................................................................................................... 70
Iconography ........................................................................................................................... 72Foundations for iconography ................................................................................................. 73
Merchandising ....................................................................................................................... 74Logo usage and approval ..................................................................................................... 75Company Store ........................................................................................................................ 75Jack Nadel International ........................................................................................................ 75Association tagline .................................................................................................................. 75Merchandise items .................................................................................................................. 76Upholding brand standards and legibility ........................................................................... 77
Co-branding ........................................................................................................................... 78Definitions & considerations ................................................................................................... 79Co-branding levels ..................................................................................................................80Co-branding level examples ................................................................................................ 82Co-branding with other types of public entities .................................................................. 87Co-branding Brand Review .................................................................................................... 87
Sponsorships & activations .................................................................................................... 88Overview .................................................................................................................................. 89Sponsorship strategy ............................................................................................................... 89Sponsorship process ................................................................................................................ 90Bring your sponsorship to life .................................................................................................. 91
Our brandWelcome to the official Blue Shield of California brand book. This book ensures a consistent, unified message, visually and verbally, across every piece of communication.
We are even more limitless and unstoppable working together, so we ask all who are responsible for creating on behalf of Blue Shield of California to play by these unifying rules. These guidelines will bind us together and serve as a linchpin to our success. When we convey, communicate, and defend our brand with a singular point-of-view, Blue Shield of California stands out in the crowded marketplace and succeeds as a company.
Each and every voice brings something different to the table. With the help of these guardrails, we can work in perfect harmony to provide Californians access to even better health care.
Let’s get started.
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Brand introHealth care is a crowded marketplace, and it takes a lot for a brand to stand out. The key to standing out is having a holistic understanding of our brand across the organization and the knowledge and tools available to uniformly communicate it to members and prospective customers. This brand book should help keep aesthetics aligned across the Blue Shield of California brand – because when we work as one, we’re unstoppable.
The brand framework on the pages that follow gives order to all the pieces that make up our brand. Each piece demonstrates what we stand for and how we help our members live limitlessly.
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Audience
Vision
Messages
Positioning
Mission
Brand values
Brand voiceand archetype
A positioning is how you are uniquely positioned in the market to better deliver on the needs of your consumer.
Our messages describe what we do as an organization and what consumers can expect us to do in the future.
Our vision is the north star that drives us forward. It is the emotional state we hope to accomplish should we
achieve our functional mission.
Our brand mission is the reason why Blue Shield of California exists. It is the essence of our business’ goals and the path to achieving our brand vision.
Our targets comprise of different groups of people Blue Shieldof California wants to communicate with.*
Our brand traits are values that are core to who we are. They play a fundamental role in shaping our culture, motivating employees, prioritizing
decisions, and guiding the way we behave.
Our brand voice describes the way we speak, the words we use, and the emotions we incite. It shapes how people perceive us and how they behave
toward us. Our archetype is the role we play in consumers’ lives.
Brand framework
*Targets is not intended to address segments of LOB nuances
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Audience
To achieve your potential, you need the confidence that feeling your best provides. Blue Shield of
California works with you and for you on your journey of health. We are committed to your care. Because
when you feel great, you’re unstoppable.
Life is Limitless. Never Stop.
For all Californians to live a limitless life.Vision
VoiceThe way we speak is:
PersonalUnderstanding
DirectCandidSpirited
ArchetypeUpholders make others feel safe and shelter their loved ones from harm.
Their protection can also help people feel secure enough to take
risks that better their lives.
To ensure all Californians have access to high-quality health care at an affordable price.
Our audience is all prospective and existing members, including Blue Shield employees. We know them as people before patients. They’re diverse in age,
income, race, geography, ethnicity, sexuality and gender, and all in a constant pursuit to better themselves and their lives. They’re California dreamers, hoping
for the strength to face their challenges.
We are, first and foremost, a consumer brand and firmly believe that building a strong consumer brand will resonate with B2B audiences including: Employers,
Brokers and Benefit Managers, Providers and ACO Partners, Policy Makers.
MessagesBoldly
challenge the status quo
Affordable quality
health care
We put people before profits
Committed to the communities
where we live, work and serve
Blue Shield of California will strive to be human, honest, and courageous in all consumer interactions.
HumanWe see people above profits, striving to make health care worthy of our family and friends and to treat all of our
members with the empathy and respect
they deserve.
HonestWe act ethically and with integrity. The fine
print will never be used as a hiding place.
CourageousAn industry leader that
is “working on the system, not in the
system,” has a vision of a better tomorrow.
Positioning
Mission
Brand values
Brand voiceand archetype
Campaign ideaOur campaign is rooted in the idea that when you’re healthy, there’s no limit to what you can do. And when you’re limitless, you should “never stop” trying to get better. And ”never stop” is more than just a campaign tagline or corporate slogan. It’s a call to action for our members and prospective customers, as well as an internal rallying cry. Since 1939, Blue Shield of California has been constantly striving to improve. We make the good great, and the great even better. Internally, “never stop” reflects our commitment to always enhancing, upgrading, and improving our products and services.
Voice & verbal style
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VoiceOur brand voice describes the way we speak, the words we use, and the emotions we incite. It shapes how people perceive us and how they behave toward us.
It’s important that you use our brand voice to create meaningful, consistent ways to talk about our mission, products, and relationships throughout the customer’s journey.
Tone
Tone is the feeling we leave our members with through our communications. Our tone should be clear, concise, personal, and trustworthy. It should give our customers:
• A feeling of connection
• An understanding that we want to serve them
• A desire to be part of what we offer
• To help people manage their health is a privilege and requires trust. Trust is not something given but earned. It is our job to earn that trust.
Example: Nothing matters more than your health. To help you be at your healthiest, we offer resources like NurseHelp 24/7SM, and discounts on a variety of wellness products and services.
We are
We are not
Understanding Glib
Aspirational Adversarial
Approachable Negative
Personal Cheeky
Spirited
Human
Direct
Candid
Honest
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Be concise• Use headers, subheads, bulleted lists, and
call-out boxes to enhance readability.
• Remember to stay relevant. Give your audience the right information at the right moments.
• Always consider your audience’s point of view. Frame your messaging through the eyes of your reader.
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Be transparentTransparency takes the confusion out of health coverage. To many of our members, health care is already a confusing topic. Show that we’re here to help.
• Avoid jargon. Speak in plain, honest words.
• Keep messaging consistent.
• Use the right language for your audience. Some are more familiar with health coverage than others.
• Don’t be afraid to define terms. Employ a glossary where appropriate.
• Per the Health Literacy Mandate, we have a requirement to keep all language at a eighth grade-equivalent reading level.
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Be humanSpeak like a person, not an institution. We want to prove we understand our members, not hide behind corporate walls.
• Be direct, but not stiff.
• Avoid using a passive voice wherever possible.
• Acknowledge your audience’s feelings, frustrations, or concerns when the situation requires.
• Speak directly to your audience, person-to- person. Don’t be afraid to address your target as “you.”
• Avoid using first-person terms such as “me” as much as possible. Think “your plan” versus “my plan.”
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Be clearWe’ve worked to make our service as efficient as possible. Our messaging should follow suit. Show we understand that health coverage is just one part of our members’ limitless lives.
Message guidelinesIt is necessary to consider where our prospective and current customers are within their journey and create consistent messages that complement all lines of business and ladder up to the main brand.
This will help to ensure that all messages in-market work together fluidly, achieving their unique objectives, and delivering on the overall strongest brand result possible.
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Messaging guidelines
Messaging hierarchy is most effectively conveyed through the varied treatment of headlines. Below, you’ll find explanations and examples of different headline types.
Upper Funnel Middle Funnel Lower Funnel
MES
SAGE
Primarily supports the brand messaging
Softens sale for product lines through awareness & affinity
Brand tagline
Corporate values
Brand messages: Choice, Aspiration
Generates interest and may support the brand when messaging gets deeper into benefits
LOB specific message/mention
Partnership message
Unique media opportunity
Getting people to convert.
Urgency / apply now
Product details (specific plans, pricing, offer, enrollment dates, etc.)
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OAD
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OOH
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CTA Learn more:
URL or phoneLearn more:
URL or phoneAct now:
URL or phone or broker
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Brand headlines A brand headline is an aspirational and thought-provoking headline that appears next to one of our black and white portraits. These lines should not be promotional or announce a specific event, product, or service. Examples of brand headlines include “life is limitless.”, “love covers all.”, and “glass ceilings were meant to be broken.”
Casing and punctuation
Our brand headlines feature all lowercase type and use punctuation, including a terminal period. Do not end brand headlines with an exclamation point. Try to keep brand headlines short and not extend them beyond one sentence, unless the following sentences also are short.
Do: because you never stop, we never stop.
Do: one team. one mission. never stop.
Don’t: join us at the annual Women in Business seminar.
Don’t: look for Trio in your area in 2018.
Other headlines and calls to actionUnlike brand headlines, general headlines, subheads, and calls to action should help clarify, direct, and focus the reader’s attention. These lines should be more straightforward than aspirational.
Casing and punctuation
Other headlines, subheads, and calls to action should not use terminal punctuation, such as periods. Sentence case should be used for these types of lines as it reflects the approachable and conversational aspects of our brand.
Do: Four ways to lower your cholesterol
Do: Shop plans
Don’t: Four Ways to Lower Your Cholesterol
Don’t: Shop Plans
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Writing Style GuideAlso called a “stylebook,” a style guide keeps our writing consistent and on brand. Similar to defined rules for how logos and other visual elements should be used, a style guide will help writers present our brand with consistent grammar, voice, stylistic choices, legal, regulatory considerations, and more, regardless of where it falls within the messaging matrix.
Blue Shield of California uses the Associated Press Stylebook as well as our Writing Style Guide, maintained by the Creative Studio. Blue Shield employees can download the guide on Shield Central. External partners can request a copy from a Blue Shield contact.
General style standards
Any external-facing messaging from Blue Shield should follow our guidelines as outlined in the Writing Style Guide. It covers everything from grammar and punctuation to number formats and more.
Terms index
For specific terms, spelling, and capitalization standards, refer to the Writing Style Guide, which is updated quarterly.
The Writing Style Guide also explains how to treat trademarks and legends for both Blue Shield and outside companies. When working with an outside company to deliver products and services to our members, it is important to know how to represent more than one brand. While co-branding is most often considered in logo placement on print materials, it can also occur across a wide range of public communications and customer service interactions, including digital, phone, and employer-to-employee communications.
For a more in-depth explanation of how co-branding works please refer to the “Co-branding” section of this brand book.
Logos & signaturesThe Blue Shield of California logo is the initial identifying element of our brand. In this section, we’ll explain how each and every logo detail plays a role in telling our brand story.
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The logoThe new streamlined addition to our family of logos excludes the word “of.” Additionally, both “blue” and “california” are set in lower case letters. The use of lower case reflects friendliness and approachability. This provides the framework for our use of lower-case throughout many of our branded communications (more on this in later sections).
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Primary logo
“California” is the defining mark in our stacked primary logo. It helps us stand
out in a crowded, competitive healthcare marketplace. Use the primary logo
as much as possible to reduce confusion and maintain brand consistency.
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Secondary logoWhen the primary logo doesn’t fit cohesively into a particular layout, use the horizontal logo, but only if there is no other alternative for the space.
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NOTE: In special situations, you may violate the clear space slightly to accommodate certain layouts. Clean design should come above all else.
x = distance of the x-height and width of the “c” in “california” below “blue” and the iconic shield.
Using clear spaceClear space is the area surrounding the logo. It must be kept free from graphics and away from the edge of the page. The only time copy is allowed within the clear space is for a tagline lockup. Those specifications are outlined later in this guide.
Minimum sizeOur size specifications ensure that the logo is always legible. When space is at a minimum on a Web page, the logo should appear x-wide based on the resolution of the device on which it is being displayed, where “x” is the height and width of the “c” in “california.”
1".625"
Primary logo Secondary logo
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Logo color optionsThe primary logo is used almost exclusively as a two-color logo on the natural off-white background. But in specific instances, other options may be needed.
Always strive for high contrast. Below are examples that have been deemed best-case scenarios.
Primary 2-color logo on natural background
Primary logo on black background with type knocked out
Primary white logo knocked out of brand blue
Black logo on white
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Logo don’tsDon’t remove the rod of Asclepius from the center of the Blue Shield symbol.
Don’t remove the word “blue” from the Blue Shield logo.
california california
Don’t redraw or alter the Blue Shield symbol in any way.
Don’t use uppercase letters anywhere in the Blue Shield logo.
california california
Don’t change the color of the words “blue,” or “california” in the Blue Shield logo.
Don’t rotate or distort the Blue Shield logo.
california
Don’t screen back the logo. Don’t use the Blue Shield symbol on its own as a supergraphic.
california
Don’t use the Blue Shield symbol as wallpaper.
Don’t place the 1-color, white, reversed logo on a solid background color other than black or Blue Shield blue.
california
Note: The solid shield (with no rod of Asclepius inside) does not represent the company’s name. It should only be used on its own on merchandise.
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Registered trademark symbol spacing
The symbolBlue Shield’s symbol features a snake and rod, which is called the Rod of Asclepius. It is always included when we use our logo.
The registered trademark symbolThe registered trademark is always placed one symbol’s width away from the shield.
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The solid shieldThe solid shield is our prized brand possession. When we remove the Rod of Asclepius, we get a friendly, human mark that is distinctly ours. The solid shield should be handled preciously. We need to protect its usage and build its equity, as no other brand has it.
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The solid shield usageIt’s important that when using the solid shield for an external audience, it is within the context of our logo and/or company name. See examples below of the solid shield in this type of situation.
In all instances, the shield must have the registered trademark with it. When there are multiple shields used in the same place – like an out-of-home (OOH) take-over – the shield may be used without the registered trademark as long as the registered trademark is present nearby. This should be considered on a case- by-case basis.
We also use the solid shield as an icon in our social media identity. You will find an example of how it is currently used to the right:
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Solid shield don’tsDon’t use any color other than Blue Shield blue.
Don’t use the shield with the snake on its own.
Don’t use the solid shield in an iconic phrase. Using the solid shield within phrases is no longer an approved brand asset.
Don’t overlay copy on top of the shield.
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The blue crestOur main graphic element – aside from our photography and logo – is the blue crest. This unique element is suggestive of the Blue Shield from our logo. Its purpose is to add a branding element to our layouts, and can and should be woven into designs. It is always used on the left-hand side of layouts. The layout guidelines are on page 33.
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“never stop” taglineOur campaign tagline is “never stop”. It is always positioned on the bottom left of the layout alongside the logo, with a call to action (CTA) below. For CTAs, we typically use, “Learn more at blueshieldca.com.”
“never” and “stop” are always lowercase and should be offset/staggered. Staggering the copy helps illustrate the progressive, forward-driving meaning of the phrase.
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Association taglineAll communications contain an association tagline in keeping with the BlueCross BlueShield Association (BCBSA) regulations. There is a version of the tagline for Blue Shield of California communications and one for Blue Shield of California Life & Health Insurance Company communications.
It is mandatory to have the association tagline appear in public communications. Public communications are any direct or indirect communications that are likely to come to the attention of the general public, the provider community, accounts, or subscribers.
The color should be 61% black, and sized to be subtle, yet visible. It can be placed anywhere out of the way; vertically along the right side, across the bottom, or tucked away elsewhere. Reach out to the Brand Team or an internal brand manager with any questions.
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Blue Shield Dental PPO Smile Spectrum Premier 25/2000/Ortho/MACHow the Plan WorksBlue Shield of California’s Dental PPO Smile SpectrumSM Premier 25/2000/Ortho/MAC plan allows you to select any licensed dentist. When you use a dentist in Blue Shield’s dental network, you are responsible only for paying applicable deductibles and copayments. Network dentists accept Blue Shield’s allowable amount as full payment for covered services, and you do not have to file claims forms.
If you choose a non-network dentist, you are responsible for paying the dentist for the entire cost of your care. You can either file a claim form with Blue Shield for reimbursement, or assign the reimbursement to the non-network dentist. Non-network dentists can charge more than Blue Shield’s allowable amount. If you use non-network dentists, you must pay the applicable deductible and copayments plus any amount that exceeds Blue Shield’s allowable amount. It will be your responsibility to pay any difference between the amount Blue Shield allows and the amount billed.
What the Plan Covers• $25 Deductible ($75/family) – does not apply to diagnostic
and preventive services by network and non-network dentists. Applies to all other combined services of network and non-network dentists.
• $2,000 Calendar Year Maximum (may be used for both network and non-network dentists).
A Dental PPO directory of network dentists is available online at www.mylifepath.com or call customer service at (888) 702-4171.
Summary of benefits% Allowable Charge
Dental Ppo Smile Spectrum Premier 25/2000/ortho/mac PlanNetwork Dentist
Non-network Dentist
Diagnostic and Preventive Care (not subject to plan deductibles with network and non-network dentists; includes routine oral exams and X-rays, cleanings)
100% 100%
Enhanced Dental Services for Pregnant Women* (not subject to plan deductibles with network or non-network providers; includes routine prophylaxis (including prophylaxis for pregnancy gingivitis), periodontal scaling and root planing, periodontal maintenance)
100% 100%
Basic Services (includes anesthesia, emergency treatment to relieve pain, restorative dentistry, sealants, space maintainers, oral surgery, endodontics and periodontics)
80% 80%
Major Services (includes crown buildups, crowns, prosthetics, inlays, onlays, jackets, posts and cores, veneers)
50% 50%
Orthodontics – All Ages (up to $1,000 per calendar year) 50% 50%
california
Blue Shield of California is an independent licensee of the Blue Shield AssociationCommunications for Blue Shield of California Life & Health Insurance Company only
© 2019 Blue Shield of California, an independent member of the Blue Shield AssociationCommunications for Blue Shield of California advertising only. For this public communication, there must be a copyright symbol, the year of publication, name of company, and association tagline
Blue Shield of California is an independent member of the Blue Shield AssociationCommunications for Blue Shield of California only or those that include Blue Shield of California Life & Health Insurance Company
blueshieldca.com
A directory of participating providers is available online at bluesheildca.com or bscalife.com
Toll-free customer service at (877) 601-9083
Schedule of Allowances: What the Vision Plan Covers
Vision Plan Features
Plan Benefits
Allowable Amount Using Participating Providers
Allowable Amount Using Non-Participating Providers
Annual Deductible $10
Comprehensive Examination One In Any 12 Consecutive Months
Ophthalmologic Paid in full $60
Optometric Paid in full $50
Lens (Per Pair) One Pair In Any 12 Consecutive Months
Single Vision Paid in full $43
Bifocal Paid in full $60
Trifocal Paid in full $75
Frame One Frame in any 12 Consecutive Months
$200 retail1 $40
Contact Lenses2 (Per Pair) One Pair In Any 12 Consecutive Months
Medically Necessary3 Paid in full $250
Cosmetic or Convenience $200 $120
1 When the participating provider uses wholesale pricing, the maximum allowable frame allowance will be $127.36, the wholesale equivalent to the standard allowance. Partici-pating providers using wholesale pricing are identified in the Directory of Participating Vision Providers.
2 In lieu of lenses and frame.
3 Prior authorization is required.
Blue Shield Life vision deluxe $10/$200Overview of Benefits; City of Victorville
Every 12 Months – Eye Exam, Lenses and Frame
Every 24 Months – Frame
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Congratulations on your outstanding vision.And we certainly appreciate good vision.
To the 2006 Ebbie finalists and winners, we give you a heartfelt pat on the back. We at Blue Shield of California are proud to be a part of such a dynamic business community.
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Layout anatomyHere are the details you’ll need to create an ad layout. Notice how each piece communicates a single message.
Blue Crest sweet spot
ideal
not oknot ok
photo container
Clear space (x)
Top left corner of ad
x
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How it all comes together
The association tagline should appear on all printed materials. It can be run vertically or horizontally depending on the layouts, and should be legible. See page 32 for guidance. The copyright year will change based on the year.
The correct tagline for advertising is:
©2019 Blue Shield of California, an independent member of the Blue Shield Association.
Logo alignment:
Logo shield is centered on right edge of photo container.
The bottom of the crossbar in the “e” sits flush with the bottom of the photo container
Headlines appearing in ads are always lowercase and include punctuation. This ensures our singular message appears friendly and honest.
Background is C0 M0 Y3 K0
Blue Crest is C100 M20 Y0 K0 and set to Multiply
Photo and photo container set to Multiply
Equal space on left and right margins
Equal space on top and bottom margins
1x
2x
today the stairs, tomorrow the mountaintop.
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Brand paletteColors are often the first design elements people notice. As such, we’ve carefully created our brand palette to inspire confidence and trust.
Like our brand voice, our brand colors help establish a consistent message. This section details how and when to use our color palette. Whether it’s a background, a logo, or a microsite, every color plays an invaluable role – because living limitlessly is all about paying special attention to the little things.
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Primary brand colorsWe’ve created a set of primary brand colors to elicit feelings of trust and empowerment. Our primary colors are your chief tools for bringing layouts to life. Lean on these above all other color options and remember, a clean white page is always your goal.
Warm White
C: 0 M: 0 Y: 3 K: 0 R: 255 G: 254 B: 249HEX: FFFEF9
When creating Blue Shield print materials, try to include as much clear space as possible. The white space gives print a clean and polished look, and it removes distractions from our messaging.
PMS Process Blue
C: 100 M: 20 Y: 0 K: 0 R: 0 G: 149 B: 218 HEX: 0095DA
Blue Shield blue is our brand color. It occurs in our logo, and it is our dominant color after white.
PMS Process Black
C: 0 M: 0 Y: 0 K: 100 R: 44 G: 42 B: 41 HEX: 2C2A29
Black is used primarily in typography. Depending on the layout, black makes up a significant amount of our brand layout and design color. It is, however, used for lines and icons, depending on the application.
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PMS 297
C: 52 M: 0 Y: 1 K: 0 R: 113 G: 197 B: 232 HEX: 71C5E8
PMS 130
C: 0 M: 32 Y: 100 K: 0R: 242 G: 169 B: 0HEX: F2A900
PMS 2995
C: 83 M: 1 Y: 0 K: 0 R: 0 G: 169 B: 224 HEX: 00A9E0
PMS 152
C: 0 M: 66 Y: 100 K: 0R: 229 G: 114 B: 0HEX: E57200
PMS 302
C: 100 M: 48 Y: 12 K: 58 R: 0 G: 59 B: 92 HEX: 003B5C
PMS 7620
C: 0 M: 95 Y: 94 K: 28R: 183 G: 49 B: 44HEX: B7312C
PMS Cool Gray 1
C: 4 M: 2 Y: 4 K: 8 R: 217 G: 217 B: 214 HEX: D9D9D6
PMS 361
C: 77 M: 0 Y: 100 K: 0R: 67 G: 176 B: 42HEX: 43B02A
PMS Cool Gray 5
C: 13 M: 9 Y: 10 K: 27 R: 177 G: 179 B: 179 HEX: B1B3B3
PMS 356
C: 91 M: 4 Y: 100 K: 25R: 0 G: 122 B: 51HEX: 007A33
PMS Cool Gray 9
C: 30 M: 22 Y: 17 K: 57 R: 117 G: 120 B: 123 HEX: 75787B
PMS 350
C: 80 M: 21 Y: 79 K: 64R: 44 G: 82 B: 52HEX: 2C5234
Secondary brand colorsOur secondary colors support the feelings and emotions our primary colors create. Their role is to add texture and detail to your layouts.
Tertiary brand colorsTertiary colors highlight important actions or call out specific information on a page. Ensure each use of these colors is intentional and deliberate. Do not use these colors for full–bleed blacks or typography.
Tertiary colors shouldn’t be used in advertising; they’re only for internal presentations. When used in this way, they allow the brand to have consistency across all communications, both internal and external.
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Examples of tertiary color use
Tertiary brand colors
Secondary brand colors
Primary brand colors
Typography & fontsWhile our messaging defines what we say, typography dictates how we say it. Typography should remain clear, simple, and above all, legible.
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Primary brand fontBlue Shield’s custom font, Century Gothic B, is a modern version of a classic mid-century typeface. Its crisp, clean lines help us speak clearly to our audience.
Century Gothic BAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890 ?-=!@#$%&*()_+|}{“:><
Primary font variations
The Century Gothic B font family contains three additional variations: italic, bold and bold italic.
Always try to ensure there is a proper hierarchy of messaging. Reserve use of bold fonts for calling out important details, like phone numbers or website URLs. Always err on the side of simplifying the messages vs. bolding to make one stand out over another.
Century Gothic B – Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Century Gothic B – Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Century Gothic B – Bold italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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Alternate web fontsUse our alternate web fonts when it’s not possible to embed Century Gothic B on websites or mobile applications.
Proxima Nova is primarily used on Blue Shield’s web properties. Its clean, minimalistic, and works well at different screen resolutions. It’s a web-hosted font, ensuring it can be viewed on desktop and mobile devices.
Web-safe fonts
Arial is our web-safe font, considered safe for use in email, regardless of platform or operating system.
Arial RegularAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890 ?-=!@#$%&*()_+|}{“:><
Proxima NovaAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890 ?-=!@#$%&*()_+|}{“:><
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Trade Gothic Bold CondensedAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890 ?-=!@#$%&*()_+|}{“:><
Foreign language fonts
Use the following fonts when creating foreign language materials, both in print and on the web.
OOH fontFor out-of-home advertising and special-use cases, use Trade Goth Bold Condensed to promote visibility and optimize impact in crowded spaces. It is to be only used in headlines and never in body copy. Use all caps with generous letter spacing, and do not use terminal punctuation. See typographic examples on page 48.
遵守適用的聯邦民權法律規定，不因種族、膚色、民族血統、年齡、殘障或性別而歧視任何人。Source Hans Sans Standard Chinese
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Special considerations for Medicare communications• Don’t use reverse type on a light background or type in pastels
• Avoid using all caps
• Don’t overcrowd a page with copy, images, or complex messages
• Use graphs or charts to aid understanding and retention of facts and figures
• Provide a strong contrast between visual elements
• Write in short paragraphs, and break up the copy with subheads and callouts
Minimum font size, required by CMSCertain mandated communications require use of a minimum font size. For the specific documents below, we are required to use Century Gothic B in 11 pt font or the equivalent of Times New Roman in 12 pt font.
Communications
Appeals and Grievance Notices
Enrollment Form/Request
Enrollment and Disenrollment Notices
Evidence of Coverage (EOC)
Excluded Provider Letter
Explanation of Benefits – Part C
Explanation of Benefits – Part D
Formulary
Low Income Subsidy (LIS) Rider
Membership ID Cards
Mid-Year Change Notification to Enrollees
Non-Renewal/Termination Letters
Outbound Enrollment
Verification
Part D Transition Letter
Pharmacy Directory
Pre-Enrollment Checklist
Prescription Transfer Letter
Provider Directory
Scope of Appointment
Star Ratings Document
Summary of Benefits
Termination Notices
Marketing
Annual Notice of Change (ANOC)
Star Ratings Document Summary of Benefits
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TypesettingType layout will vary slightly depending on the design, but an overall brand look and feel should be apparent. Below are guidelines for how our typesetting should appear in various materials.
Turn ligatures off
Override default settings to display type without ligatures – unique glyphs designed to connect two characters.
Word and letter spacing
Follow the measurements below to ensure your type reflects our brand guidelines.
Below, we provide a typical type layout
fifi
Blue Shield of California is proud to sponsor the IEAHU Symposium.
We salute your continuing efforts to strengthen and enrich the lives of others.
working together. never stop.
blueshieldca.com/trio© 2019 Blue Shield of California, an independent member of the Blue Shield Association A50927-IEAHU (2/19)
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Typesetting examplesHere are some examples of our type layout in various marketing pieces. Notice each image has only one corresponding brand headline, which is always lowercased and not bolded. This ensures every piece communicates a single message.
being different makes a difference.
© 2019 Blue Shield of California, an independent member of the Blue Shield Association A51761 (3/19)
Blue Shield of California is proud to sponsor the 15th Annual Diversity & Leadership ConferenceWe’ll never stop working to ensure diversity and inclusion at every level of our company – from individual contributors to our board members. By embodying our differences, we become a better health partner, bringing us closer to our mission of providing access to care for all Californians.
Full-page print
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Half-page print (black and white)
Direct mail
life is limitless. never stop.
Blue Shield of California is proud to sponsor SDAHU Dancing with the Stars.
blueshieldca.com
©2019 Blue Shield of California, an independent member of the Blue Shield Association A50927-SDAHU (4/19
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Out-of-home guidelinesWhile we have detailed in these guidelines the use of lower-case and Century Gothic, we have also found, through customer feedback, that sometimes this font can be hard to read on out-of-home (OOH) advertisments. That’s why we created separate and specific guidelines for OOH headlines.
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For these executions, you should use TR ADE GOTHIC BOLD CONDENSED, as shown below – all caps, with generous letter-spacing, and without terminal punctuation. The same guidelines apply, which is that no copy or headlines should be placed over faces, and a clean, simple layout is still the desired outcome.
PhotographyOur unique photography style is clean, authentic, and poignant. A black-and-white theme keeps the focus on the subject and evokes emotion in the viewer. Our library of more than 150 images featuring unique individuals, families, and demographics was shot exclusively for Blue Shield by renowned photographer Peter Hapak. If our photo library does not meet your needs, always try to shoot or create your image rather than using stock photography. If stock photography is absolutely necessary, try to follow the guidelines on the following pages as closely as possible.
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CompositionPhotos should be center focused and maintain a graphic composition. The subjects should appear natural (never staged) and should be as diverse as the people we serve. Notice how our clean, simple backgrounds without props accentuate the emotions of our subjects.
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Casting considerationsWhen casting stills and video, look for real, authentic people with a story to tell. We want our subjects to communicate honesty, humility, earnestness, and intrigue. We don’t look for models, but rather for people who could be our members. When casting for Medicare in particular, do not cast the expected “older-looking” subject. We want healthy, active-looking Californians – mid-to-late 50s who are aspirational for our audience. See our library for references.
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Stock photographySometimes, we may need for a particular image that is not available in our library or we don’t have the resources to shoot new photography and stock photography is necessary. When searching for stock photos, keep in mind our photography guidelines. Search for center-focused images with subject who look natural . Avoid stock that feels too cheesy or staged. When compared with our photo library, good stock should feel like a seamless extension of our campaign.
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Medi-Cal considerationsWhen casting and styling for Medi-Cal, it is important to remember that this audience has limited income and resources. Therefore, the photography should be a reflection of this through casting a diverse group that is representative of our members. Don’t stereotype with styling; rather, take a considerate approach with simpler clothing choices. Remember, this is a group that may be facing hard time, and a human, honest approach to the photography shows that we understand.
BroadcastSometimes a video or audio piece is the best way to get our message across. As with photography, video, and radio should be simple, clean, and communicate a singular message.
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IntroductionVideo and motion graphics play a more important role in our communications than ever before.
They are a key conduit between our brand and members and prospective members. Because of this, they must be designed to visually, audibly, and emotionally represent our organization in the best way possible.
To best leverage this important channel, we have created video guidelines to ensure our brand strategy – including our brand story, brand pillars, and brand personality attributes – holds its value throughout our communications.
The guidelines were developed with these things in mind:
• To build brand equity
• To differentiate our brand among the “sea of sameness” within the healthcare industry
• To ensure consistency of our Blue Shield brand across all consumer touchpoints regardless of medium
• To provide clarity and guidance for video communications, thereby eliminating subjectivity and personal preference
• To provide a framework to allow enterprise-wide teams the ability to tell simple, authentic and engaging stories
• To easily re-purpose and re-use videos more broadly if necessary
The face of our brand is the most powerful tool we have for supporting our mission and goals. Compared to our competition, we have limited budgets and resources with which to work.
This means it’s even more vital that our videos work as hard as possible to build and support our brand.
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Edit constructionWhere opening titles are needed, videos use the following formula to assemble your edit in the standard “wrapper.”
1. Two seconds of black, fade in
2. Titles over black (vs. over picture)
3. Video content, fade out, or hard cut
4. End card sequence (Black ‘never stop’ animation card animates into the Blue Shield endcard)
5. Two seconds of black
Intro titles over blackVideo intro titles are always centered over black in white Century Gothic font, 40 pt size. Video intro titles should never be over picture to ensure maximum legibility. Lowercase should be used whenever possible, unless using someone’s name or proper title.
1
2s
2
5s
3
video content
4
5s
5
2s
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Intro title with logoIn cases where the story being told is “brought to you by Blue Shield of California” or “Blue Shield of California presents” or “proudly supports,” the stacked logo should appear over black with white Century Gothic font, 40 pt size. See following sections detailed font specs. Font may appear either next to the logo or below it, and the copy should be as short and pithy as possible. Where possible, the logo should take the place of saying “Blue Shield of California” in the copy. Please work with our Brand Strategists on appropriate introduction copy to ensure consistency.
End card sequence1. Video content fade out or hard cut 2. “never stop” animation over black 3. Blue Shield of California logo animation
over black
The Blue Shield Association tagline must appear on all end cards in 18 pt font. Additional legal should go below the association tagline.
If a legend needs to accompany the logo, it should fit on one line. Additional legends should be used sparingly if at all.
If a video is to be used online only, there should be no URLs on the end frame, rather, it should be clickable and hyperlink to the appropriate destination. Hashtags may be used if they lead to additional related content.
*Videos without opening titles should start with two seconds of black and then fade into picture. The rest of the above guidelines apply.
proudly supports
© Blue Shield of California, an independent member of the Blue Shield Association
Covered through your employer:
Health plans fromBlue Shield of California
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The following is an overview of the edit construction.We default wherever possible to black and white footage. 95% of our videos should be in black and white. However, in editorial and PR videos, where color may be more appropriate, please follow the below guidelines for edit construction.
Two seconds of black: head and tail Always tack on two seconds of black at the head and tail of any edit.
There should be no gap between the two seconds of black at the head of the cut and the first frame of program audio or video. Likewise, the two seconds of black at the tail should follow the last frame of program audio, even if there is no picture, or vice versa.
Intro Content Outro
TOP-
FUNN
EL 1. All B&W
2. No intro slide
3. Black outro
“never stop” campaign
#1 in california for small business
© Blue Shield of California, an independent member of the Blue Shield Association
“never stop” campaign
“What we stand for sets us apart” campaign “What we stand for” campaign
MID
-FUN
NEL
1. All B&W footage, with options to infuse blue
2. Title cards – 3 options
3. “never stop” title into endcard
Option 1: touch of blue
Option 2: blue lower third
”never stop” titles always free of additional copy.
#1 in california for small business
© Blue Shield of California, an independent member of the Blue Shield Association
No bold type.
Association tagline required.
Title cards:
Option 1 Option 2 Option 3
LOW
-FUN
NEL
/ INT
ERNA
L
1. Color or B&W footage
2. Title cards per mid-funnel above (3 options)
3. Blue lower third titles
Blue lower-thirds always
© Blue Shield of California, an independent member of the Blue Shield Association
WHAT WE STAND FOR SETS US APART
© Blue Shield of California, an independent member of the Blue Shield Association
Vincent’s storyproudly supports
© Blue Shield of California, an independent member of the Blue Shield Association
© Blue Shield of California, an independent member of the Blue Shield Association
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Video content: fade in and fade out Always fade in.
Begin with standard fade lengths for the duration of any fade in or fade out. Only deviate if the dissolve appears sticky with the opening or closing image.
Standard fade lengths
• two frames or eight frames (24fps)
• three frames or 10 frames (30fps)
Hard cut to black
Acceptable if it is appropriate for the edit
Fade lengths for slower paced edits
For the unusual slower paced edits, you can explore:
• 12 frames or 18 frames (24fps)
• 15 frames or 20 frames (30fps)
Standard font and weight Use only Century Gothic typeface in regular weight
• No underline or italics
• Freestanding text: black, 2 pt drop shadow on lower right of text, 100% opacity
• No caps or small caps (Example: small caps)
• No drop shadow on type using Title Bar
• When we need to reflect our out-of-home media to create an even bigger statement, use Trade Gothic in a similar way as outlined on page 48.
Standard dissolve lengths
Standard dissolve lengths are based on the following measured intervals:
Dissolve Length 24fps 30fps
1/3 second 8 frames 10 frames
1/2 second 12 frames 15 frames
2/3 second 16 frames 20 frames
Base your calculations on the frame rate of the original footage, which is typically recorded at 24fps (or 23.976fps) or 30fps (or 29.97fps). For example, 1/3 second translates to eight frames at 24fps, or 10 frames at 30fps.
The fastest visible dissolves possible are used generally for name ID lower thirds and pop-up text. These dissolve lengths have been determined to be two frames (24fps) and three frames (30fps).
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Using the logo bug While our advertising videos (on external channels) have our logo fade on and off screen, all online videos should have the Blue Shield of California stacked logo on screen for the full duration of the video content portion. Placement of the logo should be in the lower right corner of video. It should be done at 60% opacity.
Using video thumbnailsAll videos thumbnails should follow the same format for design and copy:
1. Black and white still frame from the video that represents the content of the video. The still frame should be overlaid with black at 60% opacity for visibility
2. Small Blue Shield logo centered over picture, with a white line below it
3. Title of the video below the line, written in 40pt Century Gothic
What we stand for, Weggens – Blue Shield
fig 63.1
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Publishing videos onlineThe title of the video in the copy below the preview thumbnail should be as short as possible – no more than two lines. The format should be the title of the video, followed by “Blue Shield” in sentence case, not all caps. See figure 63.1.
Instagram, Facebook, and LinkedIn preview windows should mimic those from YouTube, but the video title and description copy goes in the post copy.
Post copy should follow these guidelines:
1. The ideal character count is 40, and no more than 80, not counting spaces or hashtags. No post should ever be longer than 100 characters as it will get cut off
2. Try posing a question if possible: questions drive more engagement
3. Brand tonality: honest, human, courageous. Simple, short, and compelling is best
Co-branding and re-posting
Co-branded videos not produced by Blue Shield can be posted on Instagram and Facebook, but they should NOT appear on Blue Shield’s YouTube page.
Example: this is a co-branded video with the American College of Medicine (ACM) that was produced by the ACM. This should NOT be posted on the Blue Shield YouTube page. Every effort should be made to ensure co-branding partners have these guidelines and follow them as best as they can.
Short, pithy copy is best. Copy here is too long at 250 characters.
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Using black and white vs. colorAll member and consumer-facing content should be shot in black and white. When shooting videos of employees or executives, use of the approved Blue Shield Blue may be used as an overlay or accent, but must be accompanied by black and white footage and used per the approved template. When using icons or animation for educational videos, the Blue Shield primary color palette should be used at all times.
1. Blue overlay may be used but should never fully cover the footage. See figure 65.1
2. Overlays and accents should be used to enhance the story, not distract from it, or make it feel like we’re trying too hard to “sell” Blue Shield.
Overlay:
fig 65.1 Overlay shouldn’t be over all footage and type should never appear over a person’s face.
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Common lower third duration and dissolve lengthsID heading with subheading
• Duration: two seconds
• Minimum/maximum duration: one and three seconds
• Dissolve out: two frames (hard cut where applicable)
Single line ID
• Duration: three seconds
• Minimum/maximum duration: 2.5 and four seconds
• Dissolve out: two frames (hard cut where applicable)
Subtitles
Subtitles correspond to the audio and not the video. In respect to duration, try to clean up the timing if the audio lingers over a shot by a few frames. Otherwise, cut in and out with the person’s dialogue and not with the video edits. Separate phrases using your best discretion. Subtitles should be sentence case.
Dissolve use: none
Standard title alignment Alignment of all standard titles and text is designed with respect to the full frame of the video.
The BSC standard for the web – albeit non-traditional – uses the Action Safe area to define margins for title alignment.
Standard title alignment guidelines
• Action Safe: all videos for the web
• Title Safe: non-web traditional uses such as DVD, broadcast, installation, and internal video
Title cards and intertitles There is generally no need for the use of title cards at the head of an edit or as an intertitle, either to: (1) title your video, or (2) change the focus of the video.
The main idea of the video should be made clear within the first 10 – 20 seconds of the edit. Changes in topic should be made via smooth, natural segues. An alternative is to create an altogether separate video(s) on the disparate topic(s).
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Filename guidelinesThis filename scheme is derived from practices used among BSC production and agency partners.
• Keep filenames short and eliminate spaces
• Use underscores instead of hyphens or periods
• Use a consistent naming scheme: name_version_date Example file name: “Ex_of_Benefits_FINAL_120118”
Lower third: ID heading with subheading
• This is the standard lower third for name IDs. Do not modify the overall presentation of the Title Bar and text
• Use this lower third only for name identifications
• Keep the subheading as simple as possible. Never use more than one line for a subheading in this lower third. Avoid lengthy subheadings
• Keep text within Action Safe area. Never let text go beyond the right margin
Lower third editing and duration
• Use this lower third on the first appearance of the interviewee that runs at least one second
• If possible, edit to allow for the first appearance of the interviewee to run at least one second
• The term “first appearance” applies to the first appearance in which interviewee is speaking on camera
• Start lower third on the cut. See “Dissolve use and duration” below for situations where the subject appears part of the way into the shot
• Do not use this lower third across multiple shots
• Minimum duration: one second Average duration: two seconds Maximum duration: three seconds
Dissolve use and duration
• Standard dissolve length: two frames (24fps), three frames (30fps)
• If subject appears part of the way into the shot, fade in two frames to lower third. Ideally time your fade in with the camera move
• Do not fade out lower third if the shot duration is 3.5 seconds or shorter. Allow lower third to end on the cut
• Do fade out all titles otherwise
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Lower third ID headingsFull names, titles, and other situations
• Use full first and last name
• Use full name with middle name or initial upon request of the interviewee
• Use a title only with uniformed personnel or doctors. Otherwise, place the person’s title in the subheading:
Do: Captain Robert Molloy, Dr. Greg Buchert
Don’t: Chief Marketing Officer Jeff Robertson, Director Suzanne Buffington
Lower third subheadingsEmployee interviewees
• Full Title, Department
• Company names are unnecessary for interviewees whose affiliation is inconsequential to the video, or nonexistent. (EX: “Pedestrian”;
“Bicyclist”; “Street Musician”; “Mascot”)
• Use your discretion to keep a person’s title readable in a short period of time:
Official title: Marketing & Membership Coordinator, Fitness and Recreation Center
Acceptable title: Marketing & Membership Coordinator, Fit Rec
• If a staff person has more than one title, choose the title that is most pertinent to the story
• For two-part lower thirds, you must create a four-second window in which to run these lower thirds
Member testimonials
1. Name 2. Subheading: “Blue Shield member”
Blue Shield executives
1. Name 2. Subheading: Title
If it is possible to use one lower third for this subheading without being lengthy or unreadable in two to three seconds, use this style.
Employees (appearing briefly as an interviewee)
This set of scenarios applies to situations such as employees being interviewed amongst a large group of people (Example: YouSpeak, National Anthem auditions, etc.). Using a “Blue Shield Employee” subheading will avoid miring the audience with vague job titles.
1. Name 2. Subheading: “Blue Shield Employee”
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Scenario #1: Main character in a video, short job title
If it is possible to use one lower third for this subheading without being lengthy or unreadable in two to three seconds, use this style:
1. Name
2. Subheading: Full Title, Department/Company
Scenario #2: Main character in a video, long job title*
In cases where the “Full Title, Department/Company” format is too long to incorporate into the same lower third, use two lower thirds instead. In all two-part lower third cases, format should always be two seconds for each lower third, separated by a four-frame dissolve.
Lower third: single line ID This is the standard lower third for establishing a place, a montage, a series of images, or a multi-step process. Do not modify the overall presentation of the Title Bar and text. This lower third is not to be used for subtitles or factoids.
Situations for use
• Establishing shots that need to be identified. Example: “Middlebury, VT”
• Description of a shot or a montage. Example: “Kendo Club” or “Dress Rehearsal”
• Description of a series of shots and/or still images
• Description of a sequence. Example: “Step 1: Cut”; “Step 2: Paste”; “Step 3: Laminate”
• Very rarely, a name ID with no subheading
Guidelines
• Never use more than one line for this lower third
• Keep the descriptions simple. Avoid using the entire line
• Keep text within Action Safe area. Never let text go beyond the right margin
Lower third editing and duration
• Start lower third on the cut
• You may use this lower third across multiple shots except for name ID use See “Lower Third: ID Heading with Subheading, Lower Third Editing and Duration” for name ID use
• Minimum duration: 2.5 seconds Average duration: three seconds Maximum duration: four seconds
Dissolve use and duration
• Standard dissolve length: two frames (24fps), three frames (30fps)
• In general, fade out this single line ID lower third, otherwise, end on cut
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Radio guidelinesRadio is the “theater of the mind.” Radio uses voices, music, and sound effects to create moods and images that spark the imagination in a way that print can’t. Radio stations know exactly who their audiences are, so it’s easy to target our specific demographic. Another great thing about radio is that it’s everywhere: at home, in the car, at the office, even on mobile phones.
The tone and content of all Blue Shield of California radio spots should match the tone used in all offline advertising, to maintain the strength and effectiveness of the brand. The commercial should be vivid enough to create images in mind of the listeners, as well as get their attention and stimulate active listening. In general, radio scripts should be respectful and use simple, concise language.
• Radio spots should reference the “Blue Shield” name as quickly as possible, or include anything that would be familiar to the audience as a strong Blue Shield brand reference, whether it is a particular signature theme song or jingle, a specific announcer’s voice, or a slogan or tagline. Radio spots rely on sound cues
• The Blue Shield brand should be referenced a minimum of three times in a 60-second spot, and two times in a 30-second spot
• An ad should deliver a compelling singular sales message. Listing too
many key points can be confusing to the listener; instead, consider creating multiple ads to incorporate different messages
• Stronger brand identification can be achieved by using the Blue Shield sound signature and the brand slogan or brand headline “never stop”
• If a phone number is used, it should be an easy mnemonic phone number (e.g., (888) 859-BLUE)
• If a website is used, its url should be spoken slowly and clearly within the voice-over copy, not read in legal speed-read format
Legal considerations
• Every ad must feature the association tagline read aloud: “Blue Shield of California is an independent member of the Blue Shield Association.”
• Legal requirements vary depending on which company’s products are featured (Blue Shield of California and/or Blue Shield of California Life & Health Insurance Company). We must add a legal line that clearly states which products are offered by each company. Health insurance products are offered by Blue Shield of California Life & Health Insurance Company. Health plans are offered by Blue Shield of California. Medicare may also have special CMS requirements to follow
Sample script
Thirty-second IFP digital radio spot, aired in May 2019, California market.
(A bed of music that starts slow and a bit somber, builds to a crescendo by the end of the spot.)
ANNCR: It’s easy to forget a place you’ve never been. To write off people you’ve never met. To underestimate the strength of a community you’ve never visited. But at Blue Shield of California, we live here, we work here, we care about here. We stand for you and with you, and we are not going anywhere.
ANNCR: To find your Blue Shield plan, visit blueshieldca.com.
(Legal) Blue Shield of California is an independent member of the Blue Shield Association.
IconographyIconography allows our brand to communicate in a simple way. It also lends a human element to what could otherwise be dry and informational collateral.
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Foundations for iconographyIcons are always evolving and should be built to align with our established underlying framework. Below are the icons currently in use, as well the icon anatomy for reference.
Anatomy of a Blue Shield icon
• Built on a 48-pixel square grid foundation
• Maximum height or width of icon is 48 px
• Line-art style using 2 pixel stoke
• Simplicity is key
Icons in use
• Place all icons scaled evenly
• To aid cognition, include labels with icons, especially when obscure
Icons in use
48 px
48 px
MerchandisingEach item presented by or given on behalf of Blue Shield speaks directly for the company. The selection of the item itself is a primary and vitally important decision. The right gift is one that is appropriate for the recipient and the occasion, meets budget requirements, can carry the Blue Shield logo, and fundamentally transmits and reflects most or all of the facets of the Blue Shield brand personality.
The items in this section range in cost and usage, but all possess qualities that clearly express the brand through their value and their clear and simple design elements.
Branded merchandise is grouped into three categories: giveaways, incentives, and premium gifts. Each category targets the different audience groups that most commonly arise.
Please note: according to our company’s Code of Business Conduct, any “item of value” given or received by a Blue Shield employee that’s worth more than $150 requires prior approval from our Corporate Compliance and Ethics Department. Please keep that $150 amount in mind when figuring your unit cost for promotional items. Also keep in mind that CalPERS or other government accounts may have even more stringent rules.
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Logo usage and approval Approval must be obtained from Corporate Marketing for each use of the Blue Shield of California logo. In most cases, the primary logo will be used (continuous use of the “california” descriptor is key in lowering Blues confusion).
The secondary logo may be used when it is apparent that the primary logo lacks impact due to space constraints. In applications with more width and little height, the secondary logo can create a bigger impact. Placing our logo on a ballpoint pen would be a good example of this. Make considerations for how legible the type is, and refer to minimum logo size when in doubt.
Corporate Marketing will ensure that the usage is on-brand. Please submit each use, both internal and external, as a PDF to Corporate Marketing via email to [email protected], which will approve or return it to you with feedback. Allow a minimum of a week for the review.
Company StoreMerchandise items can be purchased from our Blue Shield of California Company Store at bsccompanystore.com.
Jack Nadel InternationalTo brand other merchandise items that are not available from our company store, please contact one of our account reps:
Jessica Piche, Account Manager Direct Phone: (310) 815-2641 [email protected]
Josh Ebrahemi Direct Phone: (310) 815-5488 [email protected]
Association taglineAll public communications contain an association tagline in keeping with the BlueCross BlueShield Association regulations, with the exception of merchandise, envelopes, and mailing labels.
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Merchandise items
Giveaways
Giveaways are promotional in nature and will establish our presence during an event. When selecting branded merchandise for this category, aim to create a visual impact that is appropriate and sensitive to the Blue Shield brand.
Giveaways have lower price points, but should have a high perceived value. A giveaway should make the recipient want to keep it and should serve as a reminder of the Blue Shield brand.
Choose items that lend themselves to displaying the primary Blue Shield logo. It should be visually prominent in size and placement but should also keep within clear space guidelines. Where possible and appropriate, select products using our primary color.
Incentives
Incentives are typically mid-priced personal gifts. They may be gifts to recognize team achievement or thank-you gifts. The brand statement should be clear without being obtrusive. Where possible and appropriate, select products using our primary color.
If a team name is chosen to be added to a gift, keep it clearly separate from and visually smaller than the Blue Shield logo, ideally in a different location on the merchandise.
Premium gifts
Premium gifts emphasize the Blue Shield commitment to quality. The brand statement should be clear but discreet. A bold promotional statement can dramatically decrease the perceived value of a gift. Items in this category should be impeccably designed and use the best possible materials. They must be extremely well made. A premium gift will create a lasting impression of the Blue Shield brand and, in turn, communicate its durability. Premium gift items should not feel overtly commercial or promotional. An oversized or aggressively bold brand statement could easily undermine the nature of the gift.
The Blue Shield logo should be clearly but discreetly applied to premium gifts. It may also be reproduced on items in this category with only a discreet difference in tone between the background color and the logo.
Throughout all of the categories, items should be selected that truly communicate “Blue Shield” and our brand attributes to the intended recipient.
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Upholding brand standards and legibility
The gift
Is the gift appropriate for the event and recipient? Does the item say “Blue Shield” and speak well on behalf of the company? Does the Blue Shield brand add value to the item, and does the item add value to the Blue Shield brand?
The Blue Shield logo
Have you supplied the vendor with the approved artwork file of the Blue Shield logo? Are the size and position of the logo appropriate to the gift? Have you sourced an item that you are trying to fit the Blue Shield logo onto, or have you sourced an item with the Blue Shield logo in mind?
Color
Does the gift use colors from the Blue Shield color palette? Is a match to Blue Shield blue available? Are the colors of the Blue Shield logo shown and fully specified? Is the color of the gift compatible with the logo colors?
Final proofs and samples
Have you asked for and checked a proof or sample of the merchandise from the vendor? Have the letters in the Blue Shield logotype been distorted in any way? Is the ratio of the logotype to the Blue Shield symbol correct? Is there sufficient clear space for the Blue Shield logo?
Material don’ts
• Do not apply the Blue Shield logo on merchandise that does not have sufficient area or clear space to support it. The Blue Shield logo must always be visible in its entirety. If the printable area is too small for the complete Blue Shield logo, use the short logo instead
• Do not use the Blue Shield logo on colored surfaces that result in unequal contrast or legibility
• Do not apply the Blue Shield logo onto colors or textures that compete with its legibility
• Do not use the Blue Shield logo below the minimum permitted size. Avoid gifts on which the logo would appear below the minimum size (1 inch)
• Do not use the Blue Shield logo on gifts or merchandise on which other brands or graphic devices compete
• Do not order items that would misrepresent the company’s image (e.g., no shot glasses)
Co-brandingPartnering with vendor companies can be an effective way for Blue Shield to bring innovative solutions to our members. Needs for advanced technology, unique capabilities, third-party credibility, or speed-to-market may be best met through partnerships with other entities. As we develop and implement these partnerships, we must make strategic decisions on branding to ensure a simple, streamlined experience for our members.
To find out if your supplier is approved by the association, visit BlueWeb. If you don’t have access to Blueweb, or have association-related questions, reach out to: [email protected]. Co-branding documents are accessable on ShieldCentral by searching ‘co-branding.’
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Definitions & considerations
Branded house
This is our ultimate marketing objective. Instead of having various small brands in market, we want one brand and one brand only to be visible in our communications – Blue Shield of California.
Co-branding
The marketing of a product or service with whom we are working under two or more brand names, one of which is always Blue Shield of California.
Improper co-branding can run counter to building a branded house. Therefore, when co-branding, it’s important that we ensure that all member engagements and communications:
• Build recognition and trust of the Blue Shield brand
• Provide clarity and easily inform members and prospects of plan coverage, benefits, and value of membership with Blue Shield
• Increase program adoption and service participation
• Support choosing and staying with Blue Shield
• Deliver an excellent member experience
Communications Transformation
As part of the Communications Transformation effort, processes and policies have been defined to ensure every communication with our members is thoughtful and coordinated. These processes and policies focus on making Blue Shield more efficient by standardizing the way we communicate and creating a more personalized, cohesive experience for our members.
If we follow these processes and policies, we not only create a great experience for our members, we also build our brand and bring in new members over time, especially when co-branding.
For more information regarding co-branding policies and processes, please reach out to [email protected].
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Co-branding levels
There are three co-branding Levels: Select, Premier and Strategic
All co-branding relationships default to the Select level, in accordance with Blue Shield of California’s policies and with guidance from the Blue Cross Blue Shield Association.
Any intent to co-brand at Premier or Strategic levels must be approved by the Association in advance.
Select Premier Strategic
DESC
RIP
TION • Blue Shield logo,
look and feel only
• Supplier appears in disclaimer only
• Blue Shield logo is most prominent
• 3rd party logo is present, but less dominant than Blue Shield’s logo
• The 3rd party logo can be presented as “Powered by” in footer of the website/document
Defined upon approval from
BCBSA
EXAM
PLE
Blue Shield logo is the only logo present and is compliant with our brand standards
Blue Shield logo is most prominent
Partner logo is secondary and ~70%
the size of the Blue Shield logo
As determined by the Strategic agreement
% U
SED Per association
guidelines, this is the preferred co-brand
level (90%)
Only 7% of partners/suppliers fit in this category
Only 3% of partners/suppliers fit in this category
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The key differentiator in the Premier and Strategic branding levels is the brand recognition and the consumer awareness of the supplier/partner.
Select Premier Strategic
1.Supplier is not a well known, established brand in the eyes of any of our members, but still provides an innovative solution that benefits them (and that BSC cannot provide on our own).
2. The Supplier is a well known brand, as defined by:
Supplier has equal or higher brand recognition and awareness than BSC. (In this case BSC is benefiting from the supplier/partner brand offering).
The supplier’s brand is familiar in general, the average consumer would recognize the brand.
The brand is known by a specific targeted group (i.e., pregnancy app well known among mothers but no one else). In this instance, branding is only present at determined level in communication to this specific group.
Members perceive the supplier as a trusted resource for the capability it is delivering.
3.Members view this co-brand as a collaboration of best-in-class companies with good reputations and strong brand recognition.
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Co-branding level examples
Select (preferred/default)
The supplier logo appears only in the footer/disclaimer.
Premier
The supplier logo is less dominant.
because you never stop, we never stop.
Get care, where and when you need it with Blue Shield and Landmark home-based care.
Strategic
The supplier/partner brand recognition is high or equal to Blue Shield. In these cases, Blue Shield is benefiting from the partner’s brand offering. OF
HEALTH.
EXPERIENCE
ybca.org/blue
THE ART
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Select co-branding formatsBlue Shield of California is the prominent brand and the supplier is present in footers/disclaimers.
Landing page footer/disclaimer
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Premier co-branding formatsAll customer-facing written communications must clearly indicate that its coming from Blue Shield of California, including those delivered by partners and suppliers must adhere to this format:
Premier Co-Brand Templates
Both logos used, Blue Shield dominant
Never locked up or side-by-side
Dear <Contact Last Name>:
Blue Shield of California has a new care-coordination program for our members who have multiple chronic illnesses. The program is offered in collaboration with Landmark, an industry leader whose local, physician-led teams deliver comprehensive, multi-disciplinary medical and specialty health care to chronically ill patients in their homes to augment the care delivered by those patients’ primary and specialty care providers.
We’ve identified patients receiving care from physicians in your IPA/medical group who qualify for this program.
Landmark’s teams work collaboratively with physicians like those in your IPA/medical group to enhance coordinated-care delivery to Blue Shield members who meet the program’s eligibility criteria. Landmark supports Blue Shield’s mission as a nonprofit health plan to provide Californians with high-quality, affordable care.
Within the next week, Landmark will send a letter to physicians in your IPA/medical group whose patients qualify for this program. You’ll find a list of these physicians included here for your review, and the criteria for their patients who are eligible for this Blue Shield/Landmark program is shown below.
Who qualifies: Landmark care provides:
Patients with coverage under a Blue Shield commercial HMO or PPO, or Medicare Advantage benefit plan
Home-based medical care led by physicians, nurse practitioners, or physician assistants
Patients with five or more chronic health conditions, which are detailed on the second page
Post-acute visits and urgent care visits
24/7 availability via telephone
Team-based interdisciplinary care: behavioral health specialist, pharmacist, nurse care manager, dietitian, and social worker
<Date>
<IPA Contact First Name> <IPA Contact Last Name>, <MD or DO><Practice Name><Address> <City, State ZIP>
Blue Shield of California 50 Beale Street, San Francisco, CA 94105 blueshieldca.com
Blue Shield of California is an independent member of the Blue Shield Association A50672 (1/18)
H0504_18_005A 11182018
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Premier co-branding revisionsIn some cases, revisions may need to be made to existing partner contracts. We need to leverage the Blue Shield brand look and feel to align with our co-brand guideline goals:
• Excellent experience
• Increase program or service adoption and participation
• Provide clarity and easily inform members and prospects of plan coverage
1. Fitness locations are not owned or operated by Tivity Health, Inc. or its affiliates. Fitness Your Way membership entitles member to use of the fitness location facilities and amenities available to the holder of a basic membership at the fitness locations. Facilities and amenities vary by location.
2. Fitness Your Way membership fee is $25.00 per month plus applicable sales tax.3. Offer valid until May 15, 2019. Offer available to residents of United States who are at least 18 years old. Purchaser must provide the FITSUMMER promo
code at sign-up to receive waiver of the $25.00 enrollment fee. Additional terms, conditions and limitations apply. See Fitness Your Way programs terms for details.
Join Fitness Your Way now and save $25.
Go to: www.fitnessyourway.tivityhealth.com/bsc to enroll. Enter promo code FITSUMMER to pay no enrollment fee.
You can also enroll and redeem your no-fee offer by phone: 1-866-634-1065 Monday – Friday 8 a.m. – 8 p.m. ET
Dreaming of summer break? Make time to focus on you. Start working out and save money now with Fitness Your Way®, your fitness benefit brought to you by Blue Shield of California.
For a limited time, Blue Shield of California members can join Fitness Your Way with no enrollment fee3. That’s a $25 value. Your membership gives you access to 10,000+ fitness locations1 where you live, work and travel nationwide for only $25 a month2.
Sign up now and start working on those summer fitness goals!
This offer expires May 15, 2019.
Use multiple gyms1 for only one $25 monthly membership fee2. And May 1 – 15, save $25 when you join with no enrollment fee3.
Join now – $0 enrollment fee3
Join Fitness Your Way nowSave $25 with no enrollment fee
Enroll at www.fitnessyourway.tivityhealth.com/bsc.Enter promo code SUMMERBREAK to pay no enrollment fee.You can also enroll and take advantage of the limited time $0 enrollment fee by calling 1-866-634-1065 Monday – Friday 8 a.m. – 8 p.m. Eastern.
Summer time is here! Make time to focus on you. Start working out and save money now with Fitness Your Way®, brought to you by Blue Shield of California.
For a limited time, you can join Fitness Your Way with no enrollment fee3, a $25 value. Your membership gives you access to 10,000+ fitness locations1 near where you live, work and travel nationwide for only $25 a month2 – so you can work out when and where it’s convenient for you.
Sign up now!
This offer expires June 30, 2019.
Use multiple gyms1 for only one $25 monthly membership fee2. And in June, save $25 when you join with no enrollment fee3.
Reach your summer fitness goals
Before After
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Before
After
Premier co-branding compromisesIn some cases, compromises may need to be reached between the supplier/partner and Blue Shield. All compromises in communication should be approved by the Brand Team before it is sent to members.
Considerations:
• Replace color photography with black & white photography
• Stock images may be considered if current library doesn’t meet the need
• Content edits which represents the brand tone
When you need us, we come to you. Our physician-led medical teams specialize in house calls.
Call us 24/7 <(XXX) XXX-XXXX>
Call us 24/7 <(XXX) XXX-XXXX>
BRINGING HOME
OUR CARE TEAM WORKS WITH YOUR CARE TEAM Continue to see the providers you know and trust while also having the support of our medical team.
If you are managing multiple chronic conditions, you may have a gap in the care you are getting and the care you need. Landmark delivers medical care to you, helping you live the life you want—at home.
the promise of better care.
BRINGING BACK THE HOUSE CALL, INCLUDING URGENT CARE VISITS <LANDMARK OFFICEStreet Address, Suite #City, ST Zip>
Landmarkhealth.org
Physicians
Pharm
acists
Dietitia
ns
Physician
Assistants
Social W
orkers
Beha
vior
al H
ealth
Sp
ecia
lists
Nurse C
are
Manager
sNurse
PractitionersDietitians
NOTICE OF NON-DISCRIMINATIONLandmark Health and its affiliated medical groups (“Landmark”) comply with Federal civil rights laws. Landmark does not exclude people or treat them differently because of race, color, national origin, age, disability, or sex.
LANGUAGE INTERPRETER SERVICES<ATENCION: Si habla español, Landmark tiene a su disposición servicios gratuitos de asistencia lingüística. Llame al xxx-xxx-xxxx. (TTY: 711).
注意：如果你说中文，Landmark有自由语言协助服
务。 请致电xxx-xxx-xxxx TTY（ 711)>
Get care where and when you need it with Blue Shield of California and Landmark home-based care.
care you cancount on.
Blue Shield of California is an HMO plan with a Medicare contract. Enrollment in Blue Shield of California depends on contract renewal. Blue Shield of California complies with applicable Federal civil rights laws and does not discriminate on the basis of race, color, national origin, age, disability, or sex. Blue Shield of California cumple con las leyes federales de derechos civiles aplicables y no discrimina por motivos de raza, color, nacionalidad, edad, discapacidad, o sexo. Blue Shield of California 遵守適用的聯邦民權法律規定，不因種族、膚色、民族血統、年齡、殘障或性別而視任何人。
Connected health made easy If you’re managing multiple chronic conditions, you know that going from one appointment to the next can get in the way of living.
As a Blue Shield of California member, you can have the home-based care you need to live the life you want.
Continue to see the providers you know and trust while also having the support of a Landmark in-home medical team.
The Landmark Team
• Physicians
• Nurse Practitioners
• Physician Assistants
• Social Workers
• Nurse Care Managers
• Dietitians
• Behavioral Health Specialists
• Pharmacists
H0504_17_496A Ad Hoc 11102017 Blu
e S
hie
ld o
f Ca
lifo
rnia
is a
n in
de
pe
nd
en
t me
mb
er o
f th
e B
lue
Sh
ield
Ass
oc
iatio
n.
A50
487-
A (1
0/17
)
For more information, please call (877) 258-0227 [TTY: 711].
For information about Blue Shield of California, please visit www.blueshieldca.com.
For information about Landmark, please visit www.landmarkhealth.org
87
Co-branding with other types of public entitiesThere will be other branding scenarios or public co-branding communications in which the company is not a supplier/partner or a supporting company.
Examples may include sponsored events or charity sponsorships such as the Heart Walk or Youth Tennis Events. In most cases, our logo is added the event flyer/brochure.
To ensure brand consistency, we must:
• Provide our logo along with logo specifications
• Predetermine content in most cases
• Brand Review is required. As Brand Ambassadors, our role is to ensure the logo integrity remains intact
Co-branding Brand ReviewAll co-branding initiatives should go through a Brand Review.
For questions about co-branding treatment, please submit a Brand Review via Creative Studio and indicate you have a question for co-branding. You can also reach out to the Brand Team with any further questions:
Brand Strategists:
Dre Kentopian [email protected] (951) 403-1213
Brian Howe [email protected] (415) 229-5788
Brand Managers:
Bryan Wilson [email protected] Office: (415) 229-6189 Cell: (415) 654-8113
After
Sponsorships & activations
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OverviewSponsorship is a cash fee paid to a property (sports, arts, entertainment, or cause) in return for access to the exploitable commercial potential associated with that property. Marketing through sponsorship is the key to allow Blue Shield of California to move off the page: from traditional marketing, into communicating and interacting with consumers through experience-based marketing. Successful sponsorships consist of two parts; payment for the right to affiliate Blue Shield of California with the assets and brand of a property and activation to leverage the property’s assets and brand within the market.
Sponsorship marketing within the marketing mix
Blue Shield of California has focused on television, radio, digital, social, print, outdoor, and direct-to-consumer marketing, as well as various sponsorship programs to connect with consumers on a grassroots level. It is important to ensure the brand look and feel consistent throughout all marketing channels.
Sponsorship strategyProper sponsorship strategy will ensure Blue Shield of California maximizes its time, money, and workforce by aligning marketing goals, objectives, tactics, and process. The sponsorship strategy will act as a guideline to be used for all sponsorship opportunities, based on insights derived from research. Through consumer brand research, Blue Shield of California has selected the following key target segments and geographic locations:
TARGET SEGMENTS:
Seniors – California residents over 65 years old
Medi-Cal – California residents below the poverty line
LGBTQ – California LGBTQ and advocate community
Women in business – Professional business women, preferably within HR or Benefits
Millennials – California residents between 18-34 years old
Latinx – California Hispanic community
African American – California African American community
Veterans – California veteran community
TARGET GEOGRAPHIC LOCATIONS:
Tier 1: Greater LA including Orange County, Riverside, San Bernardino, and San Diego
Tier 2: San Francisco/Oakland/Bay Area
90
In addition to the target segments and geographic locations, specific research will help set criteria to select sponsorship opportunities and give clearer insight into each sponsorship opportunity.
Potential questions to drive sponsorship selection may include:
• Which are the best sponsorship vehicles to reach Blue Shield of California’s target audience?
• Does the sponsorship property have the type of brand image Blue Shield of California is trying to reinforce?
• Does it represent a lifestyle with which Blue Shield of California would want to be associated
• Are other sponsors the type of companies with which Blue Shield of California would want to be associated?
• What are our competitors doing in the space?
• Who is the core audience of the property and does that match Blue Shield of California’s target audience?
• Does this property have long-term viability vs. a one-off opportunity?
• Would Blue Shield of California have category exclusivity?
• Can Blue Shield of California design a promotion/activation around our activity that will lead directly to member acquisition?
• Does the opportunity lend itself to measurement?
Sponsorship processFollowing a concise sponsorship process will allow all the stakeholders to confirm each sponsorship is planned and executed to maximum effect. The process is a combination of strategy, planning, execution, and review, creating a lifecycle of constant improvement.
Strategy – Review the sponsorship strategy, objectives, and tactics. Include a historical review of Blue Shield of California’s sponsorships, the current sponsorship asset inventory, valuation, resources review, and integration into the marketing strategy.
Planning – Create a timeline and integrate activation, digital, and PR plan, as well as sales materials and internal and external communications.
Execution – Implement PR plan, integrate budget control, execute creative for marketing materials and signage, allocate hospitality and build sponsorship activation.
Review – Objectives sharing, staff training, partnership review, and evaluation. Measure awareness levels achieved, or attitudes changed. Quantify sponsorship in terms of sales results and compare the value of sponsorship generated media coverage to the cost of equivalent advertising space or time.
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Bring your sponsorship to lifeIf your potential sponsorship will cost over $50,000, please include brand in both the negotiations and creation of sponsorship assets.
If your potential sponsorship will cost under $50,000, please reach out to the Brand Team for the creation of your assets.
Guidelines for creative projects
Giveaways – Any and all items purchased for promotion or giveaway must follow these standards:
• Use Blue Shield of California logo, not solid shield
• Ensure enough room around the Blue Shield of California logo to keep brand compliance (see logo section)
• All items should be perceived as high-quality, low-quality and easily broken items are not permitted
• All items should be health related to keep consistent with our brand
Shirts – Any and all shirts created for a sponsorship, sport or volunteer event, Blue Shield of California department or team, etc. must meet the following standards:
• Shirts may only be one of the three following colors: Blue, black, or white
• Only the Blue Shield of California stacked logo can appear on the front of the shirt, either on the top left (wearing the shirt) or over the chest
• The logo signifying the event or department, or “never stop,” can be placed on the back of the shirt, towards the top of the shirt
• If other logos must be placed on the shirt, they need to be placed on the back and must be approved by the brand team
Tables and booths – When using a table or booth at any internal or external event, proper branding, imagery, and staffing must meet the following standards:
• Blue Shield of California branding and logo must be present in a clear and forward-facing position
• All items including tents, table cloths, staff apparel, and giveaway promotional items must include the Blue Shield of California stacked logo
• Posters, handouts, retractable banners, and any other marketing materials must go through brand review with the brand team
• Blue Shield of California employees must always be present, including outreach teams in the staffing plan is highly recommended
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Posters, banners, and ads
Creating posters, banners, ads, or any other marketing materials must meet the following standards:
• It is highly encouraged to work through the brand and creative studio teams when creating any posters, banners, ads, or any other marketing materials
• All posters, banners, ads, or any other marketing materials must go through a brand review with the brand team
• Images and copy used must reflect the audience creating cohesion between the event and the Blue Shield of California brand
• Layout should be: Shield on top left, imagery and headline copy in the middle, body copy below imagery, Blue Shield of California primary logo at bottom right
Car wrap guidelines
Where possible, all wraps should include:
• Relevant black and white campaign photography; imagery should reflect the target audience
• Blue Shield stacked logo should appear on all sides of the car
• “never stop” should appear somewhere on the vehicle
• There should be one headline on each side of the vehicle
• The same headline may be used on both sides
• Headlines should be similar in length to out-of-home (OOH) headlines; they should be easy to read and comprehend upon a quick glance
• There should be a call to action (CTA) phone number, URL, or both
When designing the car wraps, the same design tenets for the brand apply:
• Always err on the side of simplicity
• Copy should be clear and concise as well as easy to read and understand
• The CTA should be simple
