Vitality Brand Guidelines attached.
Sharing the benefits of positive lifestyle choices.
Our core purpose is to make people healthier and to enhance and protect their lives. The way we express our core purpose is through what we call Shared Value.
Shared Value is about creating a virtuous circle of positive behaviour change over the long term. This produces benefits for our members, because they enjoy better physical and mental health, as well as earning regular rewards from their plan. It produces benefits for us, because fewer claims makes us stronger. And it produces benefits for society, because healthier, happier people are more productive and rely less on healthcare.
Everything we do as a brand is about showing our belief in Shared Value – visually and in words.
The Vitality roundel (Logo):
This is our primary logo. It’s how we create unity between all our products. It’s also how
we create a visual connection to the virtuous circle of our Shared Value Model.
By combining all our logos into one, we use the Vitality roundel to represent our Health, Life and Car products. It’s the only logo we use. To differentiate between the products,
we use other supporting assets, such as brand lines and the product ribbon.
Please don’t change or re-create our logos in any way – we like them just the way they are.
Colour:
So we asked Pantone® to create our own unique colour. It’s called Vitality Pink.
To create a consistent pink on everything from print to merchandise, please always ask the Vitality Creative Team for a copy of the colour swatch. This is to make sure you achieve an exact match.
PANTONE® VITALITY PINK
CMYK 0/95/30/0
RGB 244/28/94
HEX #F41C5E
Typography:
Our primary font is Avenir Next LT Pro.
The typeface comes in a number of weights to compliment various design applications. Always use Avenir Next Regular or Medium for body copy at 90% Black. Headlines look great in Avenir Next Bold, even better with a pink full stop.
