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Brand Handbook

Our Identity

Here at Spectrum Health & Human Services we care deeply for each person that crosses our threshold if that’s a community member or staff member! Our desire is that this level of care and excellence would be shown in everything we do, including how we present ourselves. We use a variety of color, shapes, textures, and typography to convey a friendly, welcoming, and approachable presence. 

What Guides Us
To respectfully partner with adults, children and families as they recover from behavioral, emotional, mental health and/or substance abuse-related disorders by offering individualized and meaningful opportunities of hope, empowerment and support to achieve self-defined improvements in their quality of life.
Our Commitment

We are responsible for the resources and obligations entrusted to us and will manage them in an ethical and efficient manner.


We are committed to diversity as a way of enriching our ability to fulfill our mission.


Those who are responsible for decisions and those who are affected by their results will participate in the process that creates them.


Honesty, fairness, and integrity will define all of our actions.


We are committed to the highest quality in all that we do.


We will always treat others with courtesy, dignity, and unconditional regard.

Our Focus

Focus on entreating people with empathy rather than impressing them with information.

“People don’t care how much you know until they know how much you care.”
Theodore Roosevelt


Spectrum Health 2019 logo color
Main Horizontal Logo
Reverse Color
spectrum-logo-solid dark
Single Color (Black & White)
Main Stacked Logo
Reverse Color
Single Color (Black & White)
Icon Reversed
Icon Single Color (Black & White)

Education & Training Institute

Logo Usage

The Exclusion Zone

The logo must be reproduced with a clear area around it that is free from other graphic elements. This area is known as the ‘exclusion zone.’

Incorrect Logo Usage

Adjust Brand Colors
Adjust Drop Shadow
Icon too close to logotype

Primary Palette

Spectrum Black

Pantone 432 C
HEX: #304251
C: 83 M: 65 Y: 49 K: 38
R: 48 G: 66 B: 81

Accent Blue

Pantone 2203 C
C: 83 M: 33 Y: 18 K: 0
R: 10 G: 138 B: 178

Accent Orange

Pantone 1495 C
C: 0 M: 53 Y: 95 K: 0
R: 247 G: 143 B: 40

Light Grey

Pantone 7545 C 20%
C: 77 M: 60 Y: 44 K: 26
R: 67 G: 83 B: 99

Secondary Palette

Alt. Accent Pink

Pantone 2352 C
C: 26 M: 88 Y: 0 K: 0
R: 187 G: 68 B: 153

Alt. Accent Purple

Pantone 7452 C
C: 49 M: 40 Y: 0 K: 0
R: 134 G: 144 B: 200

Youth Gradient

Pantone 7452 C-2352 C
HEX: #BC429D – #8595FA

Adult Gradient

Pantone 1495 C-2352 C
HEX: #BC429D – #FC8F2B


Caveat Regular

Accent text & pre-heading. Don’t use all caps.

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890

Google Font

GT Walshiem Bold

Used for headings. Make sure this isn’t displayed too close to the logo. Don’t use all caps.

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890

GT Walshiem Regular

To be used for all body type. Don’t use all caps.

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890

Adult Program Icons

Youth & Family Program Icons

Images, Shapes & Textures

Border Radius

Images used without texture must have a 5px border radius.

Image Library

Choose from a variety of preselected and approved Spectrum Health stock photos to use in marketing graphics.

Image Shapes & Textures

If an image is using one of the four brand image cutout shapes, it must be accompanied by the associated texture.

Section Divider

Instead of a sharp flat edge, the fluid curves of the section divider creates a more playful and interesting feel.

This can be used to separate one section from another in print and digital marketing & advertising materials, websites, social media, email marketing and beyond.