Section 7: Branding Design Element Specifications

AHRQ Publishing and Communications Guidelines

Contents

Introduction
Branding and Design Element Treatments
Color Palette
Web Templates
Exhibits
PowerPoint® Presentations
Family of Products
Special Uses for the AHRQ Logo
Artwork File Formats
Additional Information

Introduction

The Agency for Healthcare Research and Quality (AHRQ) has created a branded identity so that external audiences can easily recognize our messages and materials. The branded identity uses a set of graphic building blocks to identify AHRQ. AHRQ also has developed design elements that assist in identifying an AHRQ product. This section provides an overview of how to apply AHRQ's branded identity and design elements to your products and materials.

The AHRQ branded identity will be referred to as the HHS-AHRQ branding.

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Branding and Design Element Treatments

The HHS-AHRQ branding must be included on all AHRQ print and electronic products and communication materials produced in-house or by a contractor. The HHS-AHRQ branding is a combination of design elements in this order:

  • Department of Health and Human Services logo (Department level).
  • Agency for Healthcare Research and Quality logo (Agency level).
  • Advancing Excellence in Health Care (AHRQ's tagline).
  • www.ahrq.gov (Agency Web address).
  • Optional: other logo or program identification.

An example of the AHRQ banner. Features such as the Department-level HHS logo, the Agency-level AHRQ logo, the Agency Web address, and AHRQ's tagline are pointed out.
 

Note: The following formats are to be placed at the bottom of the first page of the document.

 
Vertical placement example

Two examples of the HHS and AHRQ logos in vertical placement are shown, one in color and one in black and white. In both examples, the HHS logo is placed above AHRQ's, and the Agency's tagline and Web address are centered below. A sample brochure also displays the logos in vertical placement on its front cover.
 

 
Horizontal placement example

Two examples of the HHS and AHRQ logos in horizontal placement, one in color and the other in black and white. In both examples, the HHS logo is placed to the left of AHRQ's logo and Agency information. A sample publication also displays the logos in horizontal placement on its front cover.
 

 
Teamed with Agency sub-brand example

This example shows the HHS and AHRQ logos teamed with a sub-brand logo. The HHS logo is placed to the left of AHRQ's logo and the logo for the Centers for Education and Research on Therapeutics (CERTs) is to the right. A sample CERTs publication also displays the three logos on its front cover.
 

 
Teamed with user-friendly name of program examples

The HHS and AHRQ logos are shown teamed with program names. In the first example, the HHS logo is placed to the left of AHRQ's logo and the words 'Health IT' are in a red box to the right. In the second example, the HHS logo is placed to the left of AHRQ's logo and the words 'Patient Safety' are in a blue box to the right. In both examples, the Agency's tagline and Web address below the AHRQ logo match the color of the text box.
 

 
Teamed with outside program examples

The HHS and AHRQ logos are shown teamed with an outside program, detailed on two sample publication. The HHS logo is placed to the left of AHRQ's logo and the logo for AARP is to the right. The one-point line between the HHS and AHRQ logos, and the two-point line between the AHRQ and AARP logos are pointed out
 


Teamed with other Federal agency examples

The HHS and AHRQ logos are shown teamed with another Federal agency, detailed on two sample publication. The HHS logo is placed to the left of AHRQ's logo and the logo for the Centers for Disease Control (CDC) is to the right.


Back of publication

The back cover of a sample publication is shown. A detail highlights the AHRQ logo and, beneath it, the AHRQ Publication Number and the date of publication (month and year).

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Color Palette

These colors are used for overarching Agency products, such as AHRQ Annual Conference materials, that are not aligned with an Agency program. Go to the Family of Products section for guidance on products that are aligned with an Agency program.

A blue box is PMS 300; a purple box is PMS 2613; a yellow box is PMS 123. A magenta and yellow arc is labeled CMYK.

Agency generic product examples

Three sample publications using the color palette are shown.

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Web Templates

For header, footer, and subordinate page header graphics, as well as implementation source codes, contact:

Biff LeVee
AHRQ Web Site Manager,
Office of Communications and Knowledge Transfer
Email: biff.levee@ahrq.hhs.gov
Phone: (301) 427-1897

Header and footer for AHRQ Web site

The AHRQ Web site header and footer

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Exhibits


General AHRQ exhibit

The HHS and AHRQ logos are shown placed at the top of the cover of a sample brochure.


Exhibit tailored to a program

Three sample brochures are shown. In the first two examples, the HHS and AHRQ logos appear at the top of the brochure cover and the program logos appear below. On the third example, the program logo appears at the top and the HHS and AHRQ logos are near the bottom of the brochure cover.

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PowerPoint® Presentations

AHRQ staff are required to use the AHRQ slide template for all presentations. It is available on the AHRQ Intranet at http://my.ahrq.gov/searchmetadata.aspx?fid=12623.

AHRQ master slide template examples

Sample slides from a presentation display the AHRQ template. The slides are blue with yellow headings and white text. The AHRQ logo appears across the top of the first slide, and a smaller version appears in the upper left-hand corner of subsequent slides.

Contractors are not required to use the AHRQ slide template for presentations they make on the Agency's behalf; however, the HHS-AHRQ branding should appear on the title and subsequent slides. The program sub-brand (e.g., Effective Health Care, CAHPS®) may be prominent on the title slide but should not be larger than the HHS-AHRQ branding on subsequent slides.

Contractor logos may not be used on the slides, however the contractor company name may be identified on the title slide. For example, "Presented by _____ under contract to the Agency for Healthcare Research and Quality."

PowerPoint slide examples with sub-brand

Sample slides from two presentations display AHRQ sub-brands for Effective Health Care and the CAHPS program.

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Family of Products

Products for AHRQ's major programs have a "look and feel" that ties the products together as a family. Unique colors and design elements give them their own branded identity within the AHRQ brand.

Design specifications are available for products within AHRQ's major programs. Both in-house and contractor designers must adhere to these specifications when creating products for AHRQ programs. An OCKT managing editor can provide additional information about design specifications.

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Special Uses For AHRQ Logo

In most cases, the AHRQ logo must be used with the HHS logo. In some cases, the AHRQ logo may be used by itself. General guidance for using the AHRQ logo by itself follows:

  • Do not provide the AHRQ logo where it may be construed as an endorsement.
  • Contractors and grantees should provide a funding statement without the AHRQ logo on their products, including poster presentations and reports.
    Example: "This project was funded under contract/grant number XXXX from the Agency for Healthcare Research and Quality (AHRQ), U.S. Department of Health and Human Services. The opinions expressed [in this document] are those of the authors and do not reflect the official position of AHRQ or the U.S. Department of Health and Human Services."
  • In most cases, if other Federal agencies have provided their logo, AHRQ permits its logo to be used.
  • Do not provide the logo without first consulting OCKT publishing staff.
  • Link to an AHRQ document and include citation of the source (without the AHRQ logo).
  • Contractors may use the AHRQ logo (without the HHS logo) for handouts when conducting work on behalf of the Agency, e.g., training materials, PowerPoint slides.

Other considerations:

  • Grantees may not use the HHS or AHRQ logos on their products.
  • Products prepared under contract to AHRQ must include the HHS-AHRQ branding and may not contain contractor logos. The contractor's role is usually given in the acknowledgments section in the front matter.
  • The HHS-AHRQ branding is only to be used for official, AHRQ-sponsored products.

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Artwork File Formats

The AHRQ design element is available in several formats. The following table will help you determine which format to request.

Product File Type
Desktop publishing EPS or TIF
Word® document TIF
PowerPoint™ JPEG
Web JPEG or GIF

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Additional Information

To discuss specific issues or to get additional guidance on branding design element specifications, contact:

Sandy Cummings
Deputy Director of Operations/Publishing
Office of Communications and Knowledge Transfer
Email: sandy.cummings@ahrq.hhs.gov
Phone: (301) 427-1893

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Page last reviewed February 2013
Internet Citation: Section 7: Branding Design Element Specifications: AHRQ Publishing and Communications Guidelines. February 2013. Agency for Healthcare Research and Quality, Rockville, MD. http://www.ahrq.gov/research/publications/pubcomguide/pcguide7.html