Brand Standards & Social Media Guidelines

TABLE OF CONTENTS

BRAND MESSAGING  |  VISUAL BRANDING  |  SOCIAL PLATFORMS  |  VOICE, TONE & LANGUAGE  |  HASHTAGS & EMOJIS  |  EVERYTHING ELSE

Brand Messaging

Brand Positioning Statement

The positioning statement is intended for internal use only. It serves as a benchmark against which all efforts are measured to ensure consistent, effective communication of the brand.

For members of the Kansas City neighborhood seeking access to health services, KC CARE Health Center, an established, private, non-profit, local healthcare center known for its unparalleled, comprehensive HIV program, offers a personalized, integrated, holistic approach to quality, affordable healthcare for everyone – regardless of insurance or financial status – delivered by a knowledgeable, compassionate staff which allows people from all walks of life to be treated with dignity while getting the healthcare they need and deserve, which results in a stronger, healthier and safer society.

Brand Promise

What we are providing to patients that they said they want and/or what we feel is our value proposition.

Brand Promise Statement

KC CARE offers unconditional whole-person care to everyone with the promise of a personalized and affirming experience.

Tagline

Unconditional Whole-Person Care

Social Media Tagline

Unconditional Whole-Person Care

Short Social Media Description

Unconditional Whole-Person Care

Target Audience

KC CARE’s target audience includes society members seeking accessible, affirming healthcare, regardless of insurance or income, as well as donors, partners, and supporters who believe that healthcare is a human right.

Top 5 Questions Asked

  1. Do I Need Insurance to Get Care?
  2. Are Walk-Ins Accepted?
  3. What Health Services Are Provided?
  4. Do They Accept Medicaid or Medicare?
  5. How Much Does a Visit Cost?

Voice, Tone, & Language

Brand Voice

As you consider how the brand is delivered, it is important to determine the appropriate and authentic means are for doing so. The following detail the feeling and tone our behavior and voice should invoke when the brand interacts with internal and external audiences.

 

  • Welcoming – communicating warm, hospitable invitations for your care
  • Affirming – accepting your personhood and validating your dignity without judgment
  • Expert – projecting professionalism and certainty in our ability to care for you
  • Empowering – supporting your highest possible health outcomes
  • Bold – sharing the truth assertively and humbly with you (regarding services, treatments, etc.)

Organizational Name Usage

KC CARE Health Center
KC CARE
KC Care Health Center
Kansas City CARE Health Center
KC Care
KC CARE Health Clinic
KC CAREs

Location Name Usage

The term “clinic” is never used to reference the physical locations of our health center locations. Most frequently, we refer to them as locations. “Medical clinics are provided through our health center locations.”

Location Names: 

As KC CARE expands its reach in Kansas City, having consistent location names will be paramount. With that in mind, use the following location names when referring to each site. 

Midtown Campus Includes:

  • Midtown North or North Building
  • Midtown South or South Building

Research Medical Campus may be abbreviated based on the available space To:

  • Research Campus
  • Research

Northeast

Location Addresses:

 

Midtown Campus

  • North Building: 3501 & 3507 Broadway, Kansas City, MO 64111
  • South Building: 3515 Broadway, Kansas City, MO 64111

Research Medical Campus

  • 2340 E Meyer Boulevard
    Building 1, Suites 200, 208, & 318
    Kansas City, Mo. 64132

Northeast

  • 4601 Independence Avenue
    Kansas City, Mo. 64124

Do Not Use This Language

  • advocate/advocacy- support, encourage, endorse
  • barrier/barriers- obstacle, impediments, difficulties in accessing care, health access roadblocks
  • bias/biased/implicit bias-can’t be used at all, preference
  • community- service area, neighboring zip codes
  • cultural differences/cultural heritage
  • culturally responsive
  • disabilities/disability
  • discrimination
  • disparities-care gaps
  • diverse community/diverse backgrounds
  • diversifying/diversified/diversity
  • diversity and inclusion
  • diversity equity
  • enhance the diversity
  • enhancing diversity
  • equitable/equity
  • ethnicity
  • excluded/exclusion
  • fostering inclusivity
  • genders/gender/gender identity
  • harm reduction- drug user health program, reduce drug-related harm
  • hate speech
  • hispanic minority/hispanic/latinx
  • inclusive/inclusion
  • increase diversity
  • inequities/inequality
  • institutional
  • minority/minorities
  • multicultural
  • polarization
  • prejudice
  • privileges
  • promoting diversity
  • racial/race and ethnicity
  • sense of belonging
  • social justice
  • socioeconomic
  • status-status-neutral okay to use
  • stereotypes
  • systemic
  • trauma: supportive, respectful, and responsive care
  • under appreciated
  • underrepresented/underrepresentation
  • underserved/under served- care-limited populations, populations with restricted access to healthcare
  • undervalued
  • victim
  • women
  • women and the underrepresented

Visual Branding

Primary Logos

Download Logo Files

Primary Horizontal Logo

Tagline Horizontal Logo

Inverted Primary Horizontal Logo

Inverted Tagline Horizontal Logo

Primary Stacked Logo

Tagline Stacked Logo

Icon Logo

Inverted Primary Stacked Logo

Inverted Tagline Stacked Logo

Inverted Icon Logo

Logo & Logo Rules

DON’T rotate, distort, or crop any part of the logo.
DON’T add any extreme special effects to the logo (drop shadows, bevels, etc.).
DON’T overlap the logo with text, photos, or graphics that obscure its legibility.
DON’T alter the logo colors unless approved in brand standards.

Some Tips for Social Media

On social media profiles, the profile photo should include an icon version of the logo, while the cover photo should include the full logo (with or without a tagline).
Whenever possible or practical, all image or video posts should include some form of the logo.

Brand Colors

Navy

PMS: 288
CMYK: 100 80 6 32
RGB: 4 54 115
Hex: #043673

Sky Blue

PMS: 3125
CMYK: 840 18 0
RGB: 0 174 199
Hex: #00AEC7

Orange

PMS: 165
CMYK: 070 100 0
RGB: 255 103 31
Hex: #FF671F

Lime Green

RGB: 65 89 233
CMYK: 78 68 0 0
HEX: #4159e9
PMS: 2726 C

Light Grey

15% Black
CMYK: 0 0 0 15
RGB: 220 221 222
Hex: #dcddde

Band Fonts

Brandon Grotesque - Primary Font

a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )

 

Download Font

Josefin Sans - Secondary Font

a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )

Download Font

Photo Styles

$
Bright, clear color – no filters or tints
$
Portrays engagement (with patients or staff)
$
Energetic, empathetic, caring emotions shown
$
Not overly crowded or busy
$
Preferable to have some open space to overlay text or graphics

Hashtags & Emojis

Hashtags to Use

#HealthCenter
#KCHealthcare
#KCCAREHealthCenter
#KCCARE
#KansasCityHealthcare

#DentalCare
#Healthcare
#PrimaryCare
#MentalHealth

Hashtag Usage Tips

DON’T use any hashtags on Facebook.
On Instagram, use 3-6 relevant hashtags per post.
On X/Twitter, use a maximum of 2 hashtags per Tweet.
On LinkedIn, use a maximum of 1-2 hashtags. Broad, general hashtags work best.
On YouTube, use no more than 1 hashtag in the title/description, and only if it’s a commonly searched hashtag.
Use #KCCAREHealthCenter on ALL Instagram and Tiktok posts, and Twitter/X when needed.

Emojis We Like

All human emojis, such as faces, people, or hands MUST be yellow.

Emojis We Don’t Like

Do not use any emojis portraying weapons, violence, or specific races.

Everything Else

Using Links and CTAs

Only use a “hard sell” call to action (ex: sign up now, register today, etc.) every 6-7 posts. Your audience should never feel like every post is asking for something.
On Instagram, DON’T post links directly in the post. Instead, change the link in the bio and refer to it in the post with the verbiage: “link in bio.” This link MUST be changed back to KC CARE Health Center’s website within the next 2 posts, OR when the link is no longer relevant (such as after a registration deadline).

Tagging, Liking, Commenting, Posting, and Messaging

When referring to or mentioning any partner organization, tag their social media page whenever possible.
Competitors should NEVER be mentioned by name in any post. When sharing customer testimonials or reviews, any competitor name mentioned must be removed prior to posting.
NEVER post about any political or religious topics.
Only link to an outside source every 5-6 posts. When doing so, make sure the featured source reinforces KC CARE Health Center’s post goal.
Do not “like” any post on any social media platform unless it directly contributes to KC CARE Health Center’s benefit. For example, you can like an article about health initiatives, but do NOT like a post about Top Dog Breeds.
All content (including posts, messages, and comments) across all of KC Music Industry Commission’s platforms MUST be created and posted by a dedicated marketing employee or leadership team member unless otherwise decided by KC CARE Health Center. In addition, only staff members may delete posts, comments, and tags from public pages.

Account Security

All social media passwords across all platforms MUST be changed quarterly (every 3 months). All devices logged out at the time of the password change.