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Select any section from the table of contents to view detailed guidelines, examples, and implementation instructions.

Overview:

The core of Carenet Health's identity—mission, vision, positioning, and personality—sets the tone for everything we do. These fundamentals guide how we operate, communicate, and differentiate in the healthcare space, ensuring alignment across strategy, culture, and client experience.

Overview:

The core of Carenet Health's identity—mission, vision, positioning, and personality—sets the tone for everything we do. These fundamentals guide how we operate, communicate, and differentiate in the healthcare space, ensuring alignment across strategy, culture, and client experience.

1.1 Mission

To empower our clients' success by powering the business of healthcare.

Overview:

The core of Carenet Health's identity—mission, vision, positioning, and personality—sets the tone for everything we do. These fundamentals guide how we operate, communicate, and differentiate in the healthcare space, ensuring alignment across strategy, culture, and client experience.

1.2 Vision

Co-create value with payer, provider and healthcare technology & services clients – enabling them to measurably improve engagement, efficiency, and meaningful business and health outcomes.

Overview:

The core of Carenet Health's identity—mission, vision, positioning, and personality—sets the tone for everything we do. These fundamentals guide how we operate, communicate, and differentiate in the healthcare space, ensuring alignment across strategy, culture, and client experience.

1.3 Positioning

Carenet Health is a tech-enabled healthcare services company empowering over 500 premier healthcare organizations to transform how healthcare is delivered and experienced. By leveraging cutting-edge AI, operational excellence, and data-driven insights, we co-create measurable value that improves engagement, efficiency, and outcomes. Our evolution from vendor to strategic operational partner reflects our ability to manage complexity, optimize workflows, and scale results—without losing the human touch.

Overview:

The core of Carenet Health's identity—mission, vision, positioning, and personality—sets the tone for everything we do. These fundamentals guide how we operate, communicate, and differentiate in the healthcare space, ensuring alignment across strategy, culture, and client experience.

1.4 Brand Personality Traits

Carenet's brand personality reflects our unique position at the intersection of technology and human engagement. Traits should be consistent across all content and interactions.

• ■ Tech-forward
• ■ Strategic
• ■ Authoritative
• ■ Human-centered
• ■ Clear
• ■ Bold

These traits must be reflected in all messaging, design, and interactions, both internal and external.

Overview:

The core of Carenet Health's identity—mission, vision, positioning, and personality—sets the tone for everything we do. These fundamentals guide how we operate, communicate, and differentiate in the healthcare space, ensuring alignment across strategy, culture, and client experience.

1.5 Competitive Differentiators

Our differentiators reinforce the tangible, operational value we provide across the healthcare ecosystem:

• ■ Over 20 years of experience delivering human + AI engagement
• ■ Serves 100M+ healthcare consumers annually
• ■ Recognized for award-winning innovation
• ■ Advanced scalable technology infrastructure
• ■ Trusted by over 500 healthcare organizations
• ■ Deep healthcare domain expertise across payers, providers, and tech services

Overview:

Carenet Health's voice reflects who we are: an authoritative, human-first, tech-enabled partner in healthcare. Our tone is confident yet approachable, clear yet nuanced—always rooted in personal connection and measurable value. We speak to both decision-makers and frontline stakeholders with a tone that builds trust, educates clearly, and never overpromises.

2.1 Brand Voice Traits

These traits define Carenet Health's overall brand voice and should guide all written and verbal communication—from marketing campaigns and social posts to internal presentations and client conversations.

Overview:

Carenet Health's voice reflects who we are: an authoritative, human-first, tech-enabled partner in healthcare. Our tone is confident yet approachable, clear yet nuanced—always rooted in personal connection and measurable value. We speak to both decision-makers and frontline stakeholders with a tone that builds trust, educates clearly, and never overpromises.

2.2 Tone by Channel

Global Language Cautions

These rules apply across all content types and channels, regardless of audience or format.

Overview:

Carenet Health's voice reflects who we are: an authoritative, human-first, tech-enabled partner in healthcare. Our tone is confident yet approachable, clear yet nuanced—always rooted in personal connection and measurable value. We speak to both decision-makers and frontline stakeholders with a tone that builds trust, educates clearly, and never overpromises.

2.3 Writing Principles

Overview:

Carenet Health's voice reflects who we are: an authoritative, human-first, tech-enabled partner in healthcare. Our tone is confident yet approachable, clear yet nuanced—always rooted in personal connection and measurable value. We speak to both decision-makers and frontline stakeholders with a tone that builds trust, educates clearly, and never overpromises.

2.4 Message Types

These messaging types are the building blocks of Carenet's brand narrative. They are designed for use across formats—such as websites, marketing campaigns, sales decks, and executive communications—to clearly articulate value, build trust, and reinforce our positioning. Choose the type(s) that fit the context and audience need. Not all types are required at once.

Overview:

Carenet Health's voice reflects who we are: an authoritative, human-first, tech-enabled partner in healthcare. Our tone is confident yet approachable, clear yet nuanced—always rooted in personal connection and measurable value. We speak to both decision-makers and frontline stakeholders with a tone that builds trust, educates clearly, and never overpromises.

2.5 Style Writing Guidelines

These rules apply to all internal and external-facing content, including marketing, sales, and communications. The goal is to create writing that's clear, professional, and human—with just the right amount of personality.

Overview:

Carenet Health's voice reflects who we are: an authoritative, human-first, tech-enabled partner in healthcare. Our tone is confident yet approachable, clear yet nuanced—always rooted in personal connection and measurable value. We speak to both decision-makers and frontline stakeholders with a tone that builds trust, educates clearly, and never overpromises.

2.6 Voice Examples

This section shows how Carenet's brand voice translates into real messaging. It provides examples of tone, word choice, and phrasing that reflect our approved traits—authoritative, human, tech-enabled, personal, and approachable—while flagging common pitfalls to avoid.

Use this as a filter for reviewing campaign copy, emails, landing pages, ads, social media, or executive communications.

Overview:

Carenet Health's voice reflects who we are: an authoritative, human-first, tech-enabled partner in healthcare. Our tone is confident yet approachable, clear yet nuanced—always rooted in personal connection and measurable value. We speak to both decision-makers and frontline stakeholders with a tone that builds trust, educates clearly, and never overpromises.

2.7 Asset-Specific Voice

Each core asset type at Carenet has a distinct voice and structural purpose. The tone, rhythm, and emphasis should flex slightly based on format—but always remain rooted in our brand voice: confident, strategic, approachable, and focused on value.

Use the chart below to guide writing style, page length, and tone expectations for the most commonly used asset types.

Overview:

A clear and cohesive visual system is essential for building recognition and trust. From logo structure and typography to color application and headline emphasis, every element is intentionally designed to reflect Carenet's professional, tech-forward, and human-centered brand.

Overview:

A clear and cohesive visual system is essential for building recognition and trust. From logo structure and typography to color application and headline emphasis, every element is intentionally designed to reflect Carenet's professional, tech-forward, and human-centered brand.

3.1 Logo Guidelines

The Carenet Health logo is a modernized interpretation of our legacy identity. It retains the recognizable square mark—now transformed into an upward-facing arrow composed of three simplified squares.

This evolution represents:

• ■ Growth and innovation through forward motion
• ■ Tech-forward thinking via clean, digital geometry
• ■ Support and partnership through balanced structure
• ■ Confidence and clarity through bold, minimal form

Overview:

A clear and cohesive visual system is essential for building recognition and trust. From logo structure and typography to color application and headline emphasis, every element is intentionally designed to reflect Carenet's professional, tech-forward, and human-centered brand.

3.2 Logo Variations

RGB

CMYK

Overview:

A clear and cohesive visual system is essential for building recognition and trust. From logo structure and typography to color application and headline emphasis, every element is intentionally designed to reflect Carenet's professional, tech-forward, and human-centered brand.

3.3 Logo Clear Space

To maintain the logo's visual impact, a clear space equal to the x-height of the lowercase 'a' in 'Carenet' must be maintained on all sides—top, bottom, left, and right. This exclusion zone ensures no other graphic elements, text, or images interfere with logo integrity.

Definitions:

• • Baseline: The invisible line where the letterforms rest
• • x-Height: The height of the lowercase 'a' from baseline to top

📌 This applies in all media—digital, print, and environmental.

Overview:

A clear and cohesive visual system is essential for building recognition and trust. From logo structure and typography to color application and headline emphasis, every element is intentionally designed to reflect Carenet's professional, tech-forward, and human-centered brand.

3.4 Logo Minimum Size

• ■ Digital: 45px wide
• ■ Print: Maintain legibility

📌 Anything smaller requires Marketing approval marketing@carenethealth.com

Overview:

A clear and cohesive visual system is essential for building recognition and trust. From logo structure and typography to color application and headline emphasis, every element is intentionally designed to reflect Carenet's professional, tech-forward, and human-centered brand.

3.5 Logo Placement

To maintain maximum legibility and brand clarity, the logo must always be placed with attention to contrast and background complexity.

• ■

  Logos must only appear on high-contrast backgrounds—light logos on dark, and dark logos on light. If contrast is questionable, default to the white or black one-color logo version.

  • ○ Avoid mid-tone backgrounds (e.g., grays, gradients, overlays) that compromise legibility.
  • ○ Do not place the logo over busy, complex, or cluttered imagery. When using photography, apply a dark or light overlay to ensure sufficient clarity behind the logo.
  • ○ Use additional clear space in crowded layouts or when placing the logo over textured or layered compositions.
  • ○ Acceptable backgrounds include:

📌 If you're unsure and have questions, contact us at marketing@carenethealthcare.com

Overview:

A clear and cohesive visual system is essential for building recognition and trust. From logo structure and typography to color application and headline emphasis, every element is intentionally designed to reflect Carenet's professional, tech-forward, and human-centered brand.

3.6 Logo Restrictions

The Carenet Health logo may not be modified in any way. The following restrictions apply:

Overview:

A clear and cohesive visual system is essential for building recognition and trust. From logo structure and typography to color application and headline emphasis, every element is intentionally designed to reflect Carenet's professional, tech-forward, and human-centered brand.

3.7 Brand Mark Usage

Overview:

A clear and cohesive visual system is essential for building recognition and trust. From logo structure and typography to color application and headline emphasis, every element is intentionally designed to reflect Carenet's professional, tech-forward, and human-centered brand.

3.8 Brand Mark Sizes

• ■ Maximum size: 0.36 in × 0.37 in (used in headers, hero placements, or large-format layouts)
• ■ Minimum size: 0.18 in × 0.19 in (used in footers, email signatures, or small digital components)

For visual reference download the Powering The Business of Healthcare eBook.

Must always follow clear space and placement rules outlined in Section 2.3. The mark should never be placed independently without respecting exclusion zone boundaries.

Overview:

A clear and cohesive visual system is essential for building recognition and trust. From logo structure and typography to color application and headline emphasis, every element is intentionally designed to reflect Carenet's professional, tech-forward, and human-centered brand.

4.1 Color System

Primary Palette:

Special Use Palette:

4.2 Primary Brand Color Usage

✅ Crimson is used as an accent only—limit to one highlight per headline, stat, or icon.

✅ Slate is the default text and stroke color.

✅ Air is a background neutral used to support clarity and contrast.

4.1.4 Headline Color Rules

• Only up to 3 words may be Crimson in any given headline

• Remaining text should be Slate (or 20% Slate tint)

• Do not end color use on filler words ("and," "of")

• On dark backgrounds, use white only — NEVER Crimson or tints

2.7.4 Icon & Stat Color Rules

• Default icon stroke = Slate

• Accent (1 part only) = Crimson

• On Crimson or dark backgrounds, icons must be white

• Horizon is never used in iconography

2.7.5 Photography Overlays & Color Balance

• Cool tones (e.g., blue scrubs, signage) are preferred

• If blue is missing, use Horizon overlay to rebalance

• Never overlay Crimson on photography

❌ Do not apply Horizon to:

-- Faces or skin tones

-- Teeth, medical equipment, or white lab coats

2.7.6 Color Misuse Summary

2.7.7 Additional Guidance

Accessibility:

Include a reminder to test all color contrast using tools like WebAIM if the piece is digital or dual-use.

Interactive charts or infographics:

Add guidance on color coding and labeling if you're designing infographics with multi-series datasets or color segmentation.

2.7.8 Where to Go for Help

📩 Contact: marketing@carenethealth.com

📎 Or consult Section 2.7-2.8 and Section 3.2 in the full Brand Guidelines

Overview:

A clear and cohesive visual system is essential for building recognition and trust. From logo structure and typography to color application and headline emphasis, every element is intentionally designed to reflect Carenet's professional, tech-forward, and human-centered brand.

4.2 Color Tints

Crimson (Pantone 199 C | #DD1533) & Slate (Pantone 432 C | #343E47) may be used in tints for visual layering, and select data visualization elements.

Overview:

A clear and cohesive visual system is essential for building recognition and trust. From logo structure and typography to color application and headline emphasis, every element is intentionally designed to reflect Carenet's professional, tech-forward, and human-centered brand.

5.1 Typography

Overview:

A clear and cohesive visual system is essential for building recognition and trust. From logo structure and typography to color application and headline emphasis, every element is intentionally designed to reflect Carenet's professional, tech-forward, and human-centered brand.

5.2 Headline Emphasis

Headlines are a core component of Carenet's visual voice and must be styled with intentional clarity and emphasis.

• The selected words must appear consecutively (back to back), not scattered across the sentence.
• Exceptions require approval from the Creative team.
• This example follows all brand rules for headline styling:
  • Crimson (100%) is used on no more than three consecutive words: Business of Healthcare
    • This creates intentional emphasis and draws attention to the core phrase.
  • Slate (100%) is used for the remaining leading words: Powering the
  • Slate 20% tint is used for the introductory label: Corporate Identity
    • Helps de-emphasize meta content while maintaining brand consistency.
  • No filler words (like the) are styled in Crimson.
  • All color usage maintains proper contrast and visual hierarchy.

Overview:

A clear and cohesive visual system is essential for building recognition and trust. From logo structure and typography to color application and headline emphasis, every element is intentionally designed to reflect Carenet's professional, tech-forward, and human-centered brand.

5.3 System Font Family (Non-Designers)

In environments where brand fonts are not available (e.g., MS Office), use Aptos:

📌 For additional information and/or examples,contact marketing@carenethealth.com.

Overview:

Imagery plays a critical role in shaping perception. Carenet's photography principles prioritize authentic, context-driven visuals that reflect real people, real environments, and real interactions. Visual tone should convey credibility, empathy, and clarity—never staged, exaggerated, or overly conceptual.

Overview:

Imagery plays a critical role in shaping perception. Carenet's photography principles prioritize authentic, context-driven visuals that reflect real people, real environments, and real interactions. Visual tone should convey credibility, empathy, and clarity—never staged, exaggerated, or overly conceptual.

6.1 Photography Principles

Carenet Health's photography should reflect the intersection of:

• ■ Healthcare professionalism
• ■ Bedside manner and patient engagement
• ■ Business operations and executive decision-making
• ■ Human-centered technology (real—not conceptual or overly digitized)

The tone must remain grounded, relatable, and credible. Photos should feel authentic—not staged, stocky, or emotionally exaggerated. The goal is to express trust, support, and clarity—using real people in real environments.

Avoid common stock clichés, including:

• ■ Artificial light flares, sci-fi overlays, or overtly stylized light leaks
• ■ Overlay graphics imposed on real people (e.g., floating lock icons, holograms, or fake UI elements)
• ■ Over-filtered portraits or staged emotions
• ■ Conceptual images that use symbolism in place of real context (e.g., chess pieces, puzzle pieces, ladders, glowing hands)

📌 We do not use photography as metaphor. Visuals should depict real moments in the business of healthcare—decision-making, caregiving, and connection—without decoration.

📌 Subjects should feel present in their environment—not staged in front of green screens or fake backdrops.

📌 If unsure about photo tone, see Section 3.2 (Color Balance), Section 3.3 (Subject Framing & Focus), or consult marketing@carenethealthcare.com for review.

Overview:

Imagery plays a critical role in shaping perception. Carenet's photography principles prioritize authentic, context-driven visuals that reflect real people, real environments, and real interactions. Visual tone should convey credibility, empathy, and clarity—never staged, exaggerated, or overly conceptual.

6.2 Photography Color Balance

Carenet's visual identity relies on a careful balance of color to maintain consistency, clarity, and emotional tone across all brand imagery. Because Crimson is such a bold accent in our palette, we intentionally use blue as the dominant visual anchor in photography to create a grounded, calming contrast. Blue tones evoke professionalism, trust, and balance—especially in healthcare environments where emotional neutrality and clarity are essential.

This is why, in all photography, blue should be naturally present through elements like walls, clothing (e.g., scrubs), signage, or environmental details. When those tones are missing, we use a subtle overlay to bring images into alignment with our brand's tonal expectations.

When that balance isn't present, apply a Horizon overlay (Pantone 7457U | #C3E3ED) to reinforce the brand's blue-to-neutral tonal range.

• ■ Horizon is used only on photography to bring balance and visual cohesion where natural blue tones are lacking
• ■ The goal is to visually offset the intensity of Crimson by introducing a soft, cool undertone
• ■ Do not apply Horizon over skin tones directly, as it may introduce a greenish cast
• ■ Blend modes like Multiply or Soft Light at ~20-40% opacity are recommended for subtle application
• ■ Horizon is a balancing tool, not a decorative filter-it should never overpower the subject

📌 For full brand color rules, see Section 2.2 (Color System).

Overview:

Imagery plays a critical role in shaping perception. Carenet's photography principles prioritize authentic, context-driven visuals that reflect real people, real environments, and real interactions. Visual tone should convey credibility, empathy, and clarity—never staged, exaggerated, or overly conceptual.

6.3 Subject Framing & Focus

Overview:

Imagery plays a critical role in shaping perception. Carenet's photography principles prioritize authentic, context-driven visuals that reflect real people, real environments, and real interactions. Visual tone should convey credibility, empathy, and clarity—never staged, exaggerated, or overly conceptual.

6.4 Professional Headshots

• ■ All formal headshots must be black-and-white to maintain a consistent, polished aesthetic across leadership, speaking events, and internal documentation.
• ■ Keep compositions clean and neutral—no harsh shadows, colored lighting, or overly stylized edits.
• ■ Use consistent lighting (diffused, front-facing) to ensure even exposure across all headshots.
• ■ Backdrops must be light gray or neutral—no patterns, colored walls, or branded step-and-repeat backdrops.
• ■ Framing: Face should be centered, cropped mid-chest or shoulders. Leave clear space above the head.
• ■ Expression: Neutral or slight smile; avoid expressive or exaggerated poses unless editorially approved.

Overview:

Imagery plays a critical role in shaping perception. Carenet's photography principles prioritize authentic, context-driven visuals that reflect real people, real environments, and real interactions. Visual tone should convey credibility, empathy, and clarity—never staged, exaggerated, or overly conceptual.

6.5 Photography Summary

Photography should capture relatable, real-world healthcare moments—never staged or artificial. These rules ensure imagery supports trust, clarity, and emotional alignment with the brand.

• Use real people—not digital avatars, illustrations, or abstract representations
• Film in authentic environments: hospitals, clinics, homes, or workspaces
• Reflect diversity across race, age, gender, and healthcare roles
• Use natural light or soft controlled lighting
• Keep visual focus on the interaction, not dramatic effects

• Use theatrical lighting, extreme shadows, or dramatic color grading
• Pose subjects unnaturally or in exaggerated emotional states
• Use green screens, AI composites, or digitally constructed settings
• Show empty rooms with disconnected people or ambiguous context
• Crop in a way that removes key emotional cues (hands, eye contact, etc.)

Overview:

Carenet Health uses a consistent modular grid system across all branded collateral to ensure visual consistency, professional layout structure, and flexibility in communication formats. This system is inspired by the Swiss International Typographic Style and supports both creative expression and strict alignment discipline.

Overview:

Carenet Health uses a consistent modular grid system across all branded collateral to ensure visual consistency, professional layout structure, and flexibility in communication formats. This system is inspired by the Swiss International Typographic Style and supports both creative expression and strict alignment discipline.

9.1 Grid System

The Carenet layout grid is based on a strict 5×8 modular framework, adapted to multiple asset types. This grid governs the placement of every element—text blocks, imagery, stats, callouts, and headlines—ensuring alignment, breathing room, and visual order across all design surfaces.

Overview:

Carenet Health uses a consistent modular grid system across all branded collateral to ensure visual consistency, professional layout structure, and flexibility in communication formats. This system is inspired by the Swiss International Typographic Style and supports both creative expression and strict alignment discipline.

9.2 Grid Applications

Column Structure Guidance

The 5-column grid is divided to serve distinct layout purposes:

• ■

  Columns 1 and 2 (the left-most columns) are reserved for visual support content—this includes stats, callouts, iconography, labels, or other standout elements. These elements help reinforce hierarchy, simplify scannability, and break up dense content.
• ■

  Columns 3–5 (right side) house the primary body copy. Copy blocks align flush left within these columns, but the entire body text region aligns to the right page margin to create visual balance.

Overview:

Carenet Health uses a consistent modular grid system across all branded collateral to ensure visual consistency, professional layout structure, and flexibility in communication formats. This system is inspired by the Swiss International Typographic Style and supports both creative expression and strict alignment discipline.

9.3 Margins & Spacing

Margins define the safe zone for all communicative content and ensure consistency across all branded materials. Proper margin discipline creates breathing room, maintains legibility, and establishes visual hierarchy.

Standard Margins (All Formats)

Margin Discipline Rules

Overview:

Carenet Health uses a consistent modular grid system across all branded collateral to ensure visual consistency, professional layout structure, and flexibility in communication formats. This system is inspired by the Swiss International Typographic Style and supports both creative expression and strict alignment discipline.

9.4 Grid Usage Rules

These fundamental rules govern all grid usage across Carenet's visual identity system. Adherence to these principles ensures consistency, professionalism, and visual integrity across every branded touchpoint.

Overview:

Carenet Health uses a consistent modular grid system across all branded collateral to ensure visual consistency, professional layout structure, and flexibility in communication formats. This system is inspired by the Swiss International Typographic Style and supports both creative expression and strict alignment discipline.

9.5 Advanced Techniques

Advanced grid techniques allow for sophisticated layouts while maintaining system integrity. These guidelines ensure complex designs remain aligned with Carenet's visual standards.

Overview:

Carenet's icon system reinforces structure and meaning across all branded content. Icons are used to elevate clarity—not decoration—and follow strict standards around stroke, scaling, and color usage. Every icon is built to align with adjacent typography, contribute to visual hierarchy, and remain consistent across formats and applications.

Overview:

Carenet's icon system reinforces structure and meaning across all branded content. Icons are used to elevate clarity—not decoration—and follow strict standards around stroke, scaling, and color usage. Every icon is built to align with adjacent typography, contribute to visual hierarchy, and remain consistent across formats and applications.

7.1 Icon Principles

Carenet's iconography is rooted in clarity, consistency, and functional purpose. Icons are never decorative—they are designed to communicate quickly, highlight key takeaways, and reinforce brand cohesion across formats.

All icons are built using a stroke-based style that reflects our minimal, professional aesthetic. They must follow brand stroke weight, color, and proportional scaling rules and always align visually with surrounding typography and layout structure.

Icons may appear inside Crimson-filled rounded squares in certain applications like stat callouts or reverse blocks—but the icon itself must never be filled. All strokes must remain open, balanced, and scalable.

When used inside a Crimson rounded square

• Icons must be visually centered and scaled proportionately to allow breathing room.
• Never let the icon touch the edges or appear oversized.
• Icons must align with surrounding typography and maintain equal vertical padding.
• Use only white icons on Crimson (#DD1533 / CMYK 10, 100, 78, 3) square backgrounds.

Overview:

Carenet's icon system reinforces structure and meaning across all branded content. Icons are used to elevate clarity—not decoration—and follow strict standards around stroke, scaling, and color usage. Every icon is built to align with adjacent typography, contribute to visual hierarchy, and remain consistent across formats and applications.

7.2 Icon Applications

Carenet's icon system is applied across virtually all branded touchpoints to support communication, simplify scanability, and create visual rhythm. However, proper usage must follow brand styling, proportion, and contextual alignment rules.

Overview:

Carenet's icon system reinforces structure and meaning across all branded content. Icons are used to elevate clarity—not decoration—and follow strict standards around stroke, scaling, and color usage. Every icon is built to align with adjacent typography, contribute to visual hierarchy, and remain consistent across formats and applications.

7.3 Icon Colors

Carenet's icon system uses color intentionally to enhance visual communication without overwhelming design. All icon colors must adhere to the rules outlined below.

✓ Approved Usage

🚫 Do Not

⚫ Special Conditions for Crimson Containers

If an icon is placed inside a Crimson rounded square:

• The icon must be white, centered, and never oversized or touching the edges
• Icon should maintain visual balance and breathing room

⚖️ Stat + Icon Pairing Reminders

• Stat is primary: Icons must complement—not compete—with the metric
• Spacing: Maintain consistent vertical spacing between icon and stat
• Typography: Stats must follow the type rules in Section 2.9 (Neue Haas Grotesk Display – Medium, 15 pt, tracking 30)

Overview:

Carenet's icon system reinforces structure and meaning across all branded content. Icons are used to elevate clarity—not decoration—and follow strict standards around stroke, scaling, and color usage. Every icon is built to align with adjacent typography, contribute to visual hierarchy, and remain consistent across formats and applications.

7.4 Stat + Icon Pairing

When pairing icons with statistics, visual hierarchy and alignment must be respected. The stat is the primary element. The icon exists to reinforce—not distract from—the data. Usage must follow brand type, spacing, and layout rules across all formats.

This block appears primarily in eBooks and case studies. It should not be used in whitepapers or one-pagers unless explicitly approved.

Overview:

Carenet's icon system reinforces structure and meaning across all branded content. Icons are used to elevate clarity—not decoration—and follow strict standards around stroke, scaling, and color usage. Every icon is built to align with adjacent typography, contribute to visual hierarchy, and remain consistent across formats and applications.

7.5 Business Unit Icons

Carenet uses custom shape-based marks to visually reinforce its key business units. These are not used as literal icons, but as background graphic elements to anchor layouts and support design identity.

These business unit icons should never float in space. Each quadrant must align flush to a layout edge, acting as a grounding element—not a focal point. Curved or shaped edges should always face inward. Use subtly and sparingly.

Each business unit uses a distinct geometric shape—divided into four equal parts—to anchor layouts and visually reinforce brand identity. Designers should only use one quadrant of the shape at a time, placed flush to a layout corner. Shapes should never be centered, rotated, or float freely.

Overview:

Carenet's icon system reinforces structure and meaning across all branded content. Icons are used to elevate clarity—not decoration—and follow strict standards around stroke, scaling, and color usage. Every icon is built to align with adjacent typography, contribute to visual hierarchy, and remain consistent across formats and applications.

7.6 Icon Specifications

Icons must be created or scaled within a 491 × 491 px artboard. The stroke width within that space must be 13pt.

• ■ Always enable "Scale Strokes & Effects" and "Scale Corners" in Adobe Illustrator when resizing/creating icons
• ■ If stroke alignment becomes inconsistent, convert strokes to outlines before resizing
• ■ Icons must remain visually balanced and consistent with adjacent typography

Rounded Square Background Rule

When placing icons inside the Carenet brand mark's rounded square background, the corner radius must scale proportionally to maintain brand consistency.

Overview:

Carenet's icon system reinforces structure and meaning across all branded content. Icons are used to elevate clarity—not decoration—and follow strict standards around stroke, scaling, and color usage. Every icon is built to align with adjacent typography, contribute to visual hierarchy, and remain consistent across formats and applications.

7.7 Icon Restrictions

To maintain consistency, clarity, and brand cohesion across all formats, the following behaviors are strictly prohibited:

Overview:

Consistency protects brand trust—and misuse breaks it. This section outlines common violations and missteps to avoid, including logo misuse, improper color applications, typography inconsistencies, layout breakdowns, and co-branding errors. Follow these to ensure everything stays aligned, legible, and on-brand.

Overview:

Consistency protects brand trust—and misuse breaks it. This section outlines common violations and missteps to avoid, including logo misuse, improper color applications, typography inconsistencies, layout breakdowns, and co-branding errors. Follow these to ensure everything stays aligned, legible, and on-brand.

7.1 Logo Misuse

Our logo is one of the most visible and consistent expressions of our brand. Any misuse compromises clarity, recognition, and professionalism. The logo must always retain its original proportions, color integrity, and surrounding clear space.

The following are never allowed:

• ■ Do not alter proportions. The relationship between the mark and the word "Carenet" is fixed. Do not stretch, compress, or scale elements independently.
• ■ Do not recolor. Only brand-approved colors may be used. Crimson is reserved for the mark only; the wordmark should remain in Slate unless reversed on dark backgrounds.
• ■ Do not rotate, flip, or distort the logo. Orientation must always remain upright and horizontally aligned.
• ■ No shadows or effects. Do not apply drop shadows, bevels, glows, outlines, or any decorative effects.
• ■ Never place the logo on low-contrast backgrounds (e.g., mid-grays, busy imagery). Use overlays or choose a clear area with proper contrast.
• ■ Do not use the mark alone unless approved. The square mark may only be used on its own in pre-approved visual applications (e.g., footers, favicons).
• ■ Do not embed the logo in body copy. The logo is a graphic identity—it is not a word or inline text treatment.

Overview:

Consistency protects brand trust—and misuse breaks it. This section outlines common violations and missteps to avoid, including logo misuse, improper color applications, typography inconsistencies, layout breakdowns, and co-branding errors. Follow these to ensure everything stays aligned, legible, and on-brand.

4.3 Color Misuse & Violations

Color is one of our most important tools for clarity, emotion, and accessibility. Misuse introduces visual noise, inconsistency, and accessibility risks that compromise brand credibility.

• ■ Do not use Horizon as a fill, icon, or text color. It is reserved strictly for data charts and overlays on photography.
• ■ Avoid using Crimson as a background fill for large sections unless it's a designated divider or highlight. Maintain a light, open feel throughout.
• ■ Do not place Slate text on dark backgrounds. This fails contrast requirements.
• ■ Do not use Crimson text on Slate backgrounds. The contrast is insufficient for readability.
• ■ Never create new tints or variations. All colors must be used at 100% brand-approved values.
• ■ Do not mix Crimson and Horizon in the same visual element or block. Use one accent color at a time.

Overview:

Consistency protects brand trust—and misuse breaks it. This section outlines common violations and missteps to avoid, including logo misuse, improper color applications, typography inconsistencies, layout breakdowns, and co-branding errors. Follow these to ensure everything stays aligned, legible, and on-brand.

5.4 Typography Misuse

Typography gives structure and hierarchy to our communication. Inconsistency disrupts clarity, slows the reader down, and weakens brand recognition. Every execution—no matter the format—must follow the system.

• ■
  Unapproved fonts. Only Aptos, PP Neue Montreal, and Neue Haas Grotesk Display are permitted. No system font substitutions.
• ■
  Style overrides. Do not bold or italicize full paragraphs or stretch weight beyond approved type treatments. Bold is for emphasis only—never for full body copy.
• ■
  All caps misuse. Do not apply full caps to body copy, stat labels, or headlines unless specifically approved for layout. All caps may be used sparingly in stat headers (e.g., in one-pagers).
• ■
  Incorrect type sizing or spacing. Body copy should remain 11 pt with 16 pt leading and 30 tracking. Do not adjust size, leading, or tracking unless directed by a designer.
• ■
  Baked-in type. Do not embed stats or headings into PNGs or design files. All typography must remain live and editable.
• ■
  Bullet misuse. Only use square bullets. Do not use circular bullets, em dashes, or unstyled symbols.

Overview:

Consistency protects brand trust—and misuse breaks it. This section outlines common violations and missteps to avoid, including logo misuse, improper color applications, typography inconsistencies, layout breakdowns, and co-branding errors. Follow these to ensure everything stays aligned, legible, and on-brand.

10.1 Co-branding Guidelines

When Carenet's brand appears alongside a partner or client, logo lockups must follow approved configurations to preserve legibility, balance, and brand equity. These are typically used in press releases, landing pages, or joint-marketing assets. Lockups should never feel cramped or imbalanced.

Lockup Rules:

• ■ Always use the approved horizontal lockup when placing logos side-by-side
• ■ Maintain clear space around both logos equal to the height of the Carenet symbol
• ■ Ensure logo scale is visually balanced—no logo should dominate
• ■ Align logos by optical center, not baseline
• ■ Use a thin vertical rule (Slate, 1pt) to separate logos when needed
• ■ Never stack logos or create diagonal or circular arrangements
• ■ Do not apply effects, outlines, or container shapes unless approved

Overview:

Consistency protects brand trust—and misuse breaks it. This section outlines common violations and missteps to avoid, including logo misuse, improper color applications, typography inconsistencies, layout breakdowns, and co-branding errors. Follow these to ensure everything stays aligned, legible, and on-brand.

6.6 Photography Misuse

Overview:

Maintaining brand consistency protects trust and credibility. This section outlines the most critical violations to avoid across all brand applications, from logo usage to layout structure.

10.3 Common Violations Summary

These are the most frequent brand violations that compromise consistency and professionalism. Use this as a quick reference to avoid common mistakes.

Overview:

Execution matters. From file naming conventions and approval workflows to asset access and compliance checklists, this section ensures teams know exactly how to maintain brand fidelity across every touchpoint.

Overview:

Execution matters. From file naming conventions and approval workflows to asset access and compliance checklists, this section ensures teams know exactly how to maintain brand fidelity across every touchpoint.

11.1 File Naming

Consistent file naming is critical for version control, asset retrieval, and collaboration across teams. All files must follow a clear structure that identifies the asset type, version, audience, and date.

• ■ The following naming conventions are for production files only—used internally to manage drafts, versioning, and reviews.
• ■
  Once a file is final and approved for upload or distribution, rename it using only the asset title. Prefix with the asset type, followed by the title and file extension. For example:

  Ebook-The Cost of Medicaid Reduction 2025.pdf

Standard Naming Convention (Use Across All Teams)

Examples:

• ■ Ebook_CareManagementOverview_V2_2025-05-10.pdf
• ■ Whitepaper_OutcomesPlaybook_V1_2025-04-01.docx
• ■ Social_Launch_NewServiceAd_V3_2025-06-12.psd

General Rules:

• ■ Use underscores—not spaces—in filenames
• ■ Never use final/finalfinal/finalfinal2 in filenames
• ■ Include version numbers (V1, V2, etc.) to avoid duplication or confusion
• ■ Use ISO date format (YYYY-MM-DD) when dating files

Overview:

Execution matters. From file naming conventions and approval workflows to asset access and compliance checklists, this section ensures teams know exactly how to maintain brand fidelity across every touchpoint.

11.2 Approval Process

No asset—internal or external—should go live without review. The following approvals are required for any use of the Carenet Health brand:

Approval steps:

Use annotated PDFs or Google Docs with comments. Do not submit raw .docx or .pptx files without tracked feedback.

Overview:

Execution matters. From file naming conventions and approval workflows to asset access and compliance checklists, this section ensures teams know exactly how to maintain brand fidelity across every touchpoint.

10.2 Brand Compliance Checklist

Before publishing, review your asset against the following quality-control checks to ensure alignment with Carenet standards.

Brand Voice & Tone

• ☐ Does the copy reflect the approved voice traits (Authoritative, Human, Tech-enabled, Personal, Approachable)?
• ☐ Are any disallowed phrases present (e.g., "at scale," "reimagined," "frictionless")?

Typography

• ☐ Are the correct font families used for each content type?
• ☐ Is font sizing consistent and within approved ranges?
• ☐ Is tracking set correctly (e.g., 30 for stat blocks)?

Colors

• ☐ Are all color values accurate (Hex, CMYK for print)?
• ☐ Is Crimson used sparingly and strategically?
• ☐ Are text and background pairings accessible and legible (e.g., no Slate on dark backgrounds)?

Layout & Grid

• ☐ Does the asset follow the 5x8 grid system?
• ☐ Are modular elements aligned to rows and columns with correct spacing?
• ☐ Is Column 1 used only for support content, never body copy?

Iconography

• ☐ Are approved icons used with correct styling (e.g., square container, stat alignment)?
• ☐ Are icon stats visually balanced and not overcrowded?
• ☐ Is icon placement consistent with template rules?

Photography & Visuals

• ☐ Is Horizon overlay used only on approved photo types (not on skin, hair, or white objects)?
• ☐ Are background elements intentionally placed and not decorative noise?
• ☐ Do all photos match tone and story of the piece?

File Naming & Versioning

• ☐ Are files named using approved naming conventions?
• ☐ Is the version number correct and clearly noted if not final?
• ☐ The following naming conventions apply to production files. Final files intended for upload or sharing should only include the asset type and title.

File Type

• ☐ Is the file in the correct format for delivery (e.g., PDF, JPG, MP4)?
• ☐ Have working files (e.g., INDD, PSD) been stored separately and not shared as final assets?

CTA (if applicable)

• ☐ Is the CTA concise, aligned to the offer, and clearly visible?
• ☐ Does the CTA use approved phrasing, and is it free of generic language like "click here"?

Data Visualization

• ☐ Are charts or stats formatted clearly and with consistent color logic?
• ☐ Are statistical sources cited if needed?
• ☐ Do visualizations align to the modular system and grid?

Overview:

Execution matters. From file naming conventions and approval workflows to asset access and compliance checklists, this section ensures teams know exactly how to maintain brand fidelity across every touchpoint.

11.3 Quality Control Checklist

Use this comprehensive checklist to verify brand standards before any asset goes live. Each category addresses critical elements that ensure consistency and professional presentation across all Carenet materials.

Logo & Brand Mark Review

• ☐ Logo is used in approved color variations only (Crimson/Slate, White/Crimson, or one-color)
• ☐ Clear space equal to x-height of lowercase 'a' is maintained on all sides
• ☐ Logo meets minimum size requirements (45px digital, appropriate print size)
• ☐ Logo has not been stretched, rotated, or distorted in any way
• ☐ Logo placement provides sufficient contrast with background elements

Typography Standards

• ☐ Correct fonts are used: PP Neue Montreal (body), Neue Haas Grotesk Display (headlines), or Aptos (system)
• ☐ Body copy uses 11pt size with 16pt leading and tracking set to 30
• ☐ Headlines follow Medium weight for emphasis, Roman weight for supporting text
• ☐ No inappropriate ALL CAPS usage in body copy or full headlines
• ☐ Square bullets are used consistently (never circular bullets)

Color Application

• ☐ Brand colors match approved values: Crimson #DD1533, Slate #343E47, Air #F9F9F9
• ☐ Crimson is used sparingly and strategically (maximum 3 words per headline)
• ☐ Horizon (#C3E3ED) is used only for photography overlays or data charts
• ☐ Text maintains proper contrast ratios for accessibility compliance
• ☐ No custom color variations or unauthorized tints have been created

Grid & Layout Integrity

• ☐ Content follows 5×8 grid system with proper column and row alignment
• ☐ All content remains within 0.375" margin boundaries on all sides
• ☐ Column 1 is used only for stats, icons, and callouts—never body copy
• ☐ Gutter spacing (0.1667") is maintained between all columns
• ☐ Elements align to baseline grid and maintain visual rhythm

Iconography & Visual Elements

• ☐ Icons follow approved stroke-based style with correct color usage
• ☐ Stat + icon blocks use consistent formatting and proper alignment
• ☐ Brand marks (if used) are placed at 50% opacity and don't interfere with legibility
• ☐ No visual effects (shadows, gradients, 3D effects) have been applied
• ☐ Icons maintain proper proportions and have not been distorted

Photography & Imagery

• ☐ Images reflect authentic, professional healthcare environments
• ☐ Horizon overlays (if used) are applied only to backgrounds, not skin tones or white objects
• ☐ Photo cropping follows brand guidelines (below eyes for portraits)
• ☐ No staged, overly posed, or inappropriate stock photography is used
• ☐ Images support the content narrative and maintain professional tone

Content & Messaging

• ☐ Voice reflects approved brand traits: Authoritative, Human, Tech-enabled, Personal, Approachable
• ☐ No prohibited phrases are used (e.g., "unlock," "empower," "revolutionize")
• ☐ Content follows appropriate tone for the specific asset type and channel
• ☐ All claims are substantiated and do not overpromise
• ☐ Grammar, spelling, and punctuation have been thoroughly proofread

Technical Specifications

• ☐ File is saved in correct format for intended use (RGB for digital, CMYK for print)
• ☐ Resolution meets requirements (300 DPI for print, appropriate DPI for digital)
• ☐ File naming follows approved convention (production vs. final naming)
• ☐ All fonts are embedded or outlined as required
• ☐ Links, interactive elements, or web requirements are functional

Final Review

• ☐ Asset aligns with project objectives and target audience needs
• ☐ Call-to-action (if applicable) is clear, concise, and appropriately placed
• ☐ Asset maintains professional quality that reflects Carenet's brand standards
• ☐ All stakeholder feedback has been incorporated appropriately
• ☐ Asset has received necessary approvals before publication

Overview:

Execution matters. From file naming conventions and approval workflows to asset access and compliance checklists, this section ensures teams know exactly how to maintain brand fidelity across every touchpoint.

11.4 Access Assets

Carenet's official brand files, templates, and creative resources are hosted in a centralized location. All team members must use these files—no recreations or off-template usage is allowed.

Assets include:

• ■ Logos and lockups (all variations)
• ■ Approved photography library
• ■ Iconography (SVG, PNG, AI)
• ■ PowerPoint and Word templates
• ■ Campaign starter kits
• ■ Approved examples of headlines, stats, and layout references

Overview:

Essential reference materials for consistent brand implementation across all touchpoints and formats.

11.5 Quick Reference

Logo Usage Basics

Typography Reference

Color Reference

Icon System Essentials

Photography Quick Rules

Brand Voice Reminders

File Naming Summary

Visual Style Reminders

Overview:

Consistency protects brand trust—and misuse breaks it. This section outlines common violations and missteps to avoid, including logo misuse, improper color applications, typography inconsistencies, layout breakdowns, and co-branding errors. Follow these to ensure everything stays aligned, legible, and on-brand.

9.6 Layout Misuse

Consistency in layout builds visual trust. When design elements deviate from our grid logic, spacing system, or asset-specific templates, the result is confusion, imbalance, and dilution of brand credibility.

Structural Misuse

• ■ Placing any element outside the defined grid or margin boundaries
• ■ Floating icons, stats, or callouts in dead space—everything must anchor to the grid
• ■ Mixing layout rules across asset types (e.g., using eBook spacing in a whitepaper)

Rhythm & Spacing Issues

• ■ Ignoring typographic rhythm (e.g., incorrect bullet spacing, inconsistent paragraph returns)
• ■ Center-aligning stat blocks unless the template is designed to allow it

Overview:

The Appendix consolidates key references, visual reminders, and structural standards into one streamlined resource. Use it as a final checkpoint before production to ensure your work aligns with Carenet's design system and messaging framework.

Overview:

The Appendix consolidates key references, visual reminders, and structural standards into one streamlined resource. Use it as a final checkpoint before production to ensure your work aligns with Carenet's design system and messaging framework.

A.1 Typography Quick Reference