Each brand can be identified by three colors: two primary colors and one accent. The two primary colors are the same for all three brands. These colors are as follows:
Primary Color Uses
These two colors shape the mood and style of each design depending on which you choose to have dominate. Keep this in mind when designing for a given brand.
Stepworks is a professional, clean-cut brand that should feel inviting. For most designs, a fully-dark background is not ideal.
Intensive Health is an outpatient facility more like a traditional clinic. Designs feel slightly more “medical” than Stepworks: clean, bright, open, with a large amount of white.
Recovering(me) uses a design language targeted toward a younger generation. The darker design style feels less medical and more like a secure environment for learning. A larger amount of “Stepworks Grey” is appropriate.
The colors and spacing should always support the content, readability, and purpose.
Example 1: a page handed to patients outlining facility rules should not feel heavy or overbearing. It should be easy to read and understand visually. It wouldn’t be good to make the entire background “Stepworks Grey,” which feels heavy and dark and might distract from the simple purpose of communicating rules. Example 2: on the other hand, for a document communicating company policies, using “Stepworks Grey” for a background could be effective and make a bold statement.
Accent colors distinguish our brands. This accent should only be used in designs for their corresponding brands.
Intensive Health Blue
PMS 7488 C
Accent Color Use
Only one primary color is required per design, but all designs must contain the accent color. This can be in the form of a simple square, blue header/subheader, or as a background. The amount and placement of the accent color is up to the designer. In multi-page documents, the brand accent must be used on every page.
There are some exceptions. Example 1: many shirts and jackets only need a white logo. Example 2: occasionally, other accent colors are appropriate, such as a purple graphic for overdose awareness month. Cases like this should be approved by the Creative Director or CEO.