Yakima Valley Farm Workers Clinic — Brand Standards Cheat Sheet

Version 2.0 · Published August 2023 · Updated: True Black

1) Logo Usage

  • Use the horizontal lockup (primary) whenever possible; use vertical lockup only when layout demands.
  • Maintain clear space around the logo (≥ ½ Flag height).
  • On light backgrounds, use the full-color logo; on dark backgrounds, use the reverse logo (white brand mark & text).
  • For one-color applications, use Logo Red.

Logo Don’ts

  • No gradients, rotation, stretching, or grayscale conversions.
  • Do not change the flag colors or extract elements from the flag.
  • Do not lock the tagline with the logo (the tagline is used separately).

2) Brand Colors

Update: Brand text and large black areas now use True Black (#000000), replacing the previous black.

Primary Colors

Logo Red Pantone 200 C
HEX: #BA0C2F
True Black
HEX: #000000
White
HEX: #FFFFFF
Neutral (Cool Gray 1 C)
HEX: #D9D9D6

Accent Colors (for infographics, icons, limited callouts)

Yellow
HEX: #FFA300
Blue
HEX: #4EC3E0
Pink
HEX: #E45DBF
Green
HEX: #40C1AC
Purple
HEX: #72246C
Navy
HEX: #002B49

Use accent colors for iconography, illustrations, wayfinding, and limited typographic callouts. Maintain restraint for balance and hierarchy.

3) Typography

  • Headlines & Display: Poynter OS Disp Semibold (pull quotes in Italic or Bold Italic when reversed).
  • Body Copy: Museo Sans 300; Subheads & URLs: Museo Sans 500.
  • Color: Body copy in True Black; headlines typically in Logo Red or white on dark.
  • Case: AP Title Case for headlines/subheads/paragraph titles (sentence case exceptions only via External Affairs).

Maintain consistent spacing using defined paragraph styles for hierarchy and readability.

4) Paragraph Styles

  • Headlines: Poynter OS Disp Semibold (Logo Red or White).
  • Subheads/Paragraph Titles: Museo Sans 500.
  • Body Copy: Museo Sans 300 (True Black).
  • Bulleted Lists: Red bullets; match bullet color to icon when used together.
  • URLs: Bold, Logo Red.
  • Callouts: Museo Sans 300; reverse use Museo Sans 500.
  • Pull Quotes: Poynter OS Disp Semibold Italic (Blue 637 C); Bold Italic when reversed.

5) Tagline

Use sparingly in sentence case with Poynter OS Disp Semibold. Color is Logo Red or white.

We are family.

Period used in English, Spanish, and Russian only.

6) Iconography

  • Choose functionally suggestive icons; use one icon per function.
  • Use approved Font Awesome icons via Communications and Community Relations.
  • Ensure icons are universally understood across languages.

7) Photography

  • Casual, candid, authentic; diverse representation.
  • Warm, consistent lighting; rich color; soft backgrounds.
  • In-clinic shots: engaging, appropriate PPE.
  • No staged or unrealistic images; avoid direct eye contact.
  • No needles; ensure proper PPE in dental/trades imagery.

8) WIC Branding

WIC Green
HEX: #2BB249
WIC Light Green
HEX: #A0CC39

WIC colors are reserved for WIC materials only.

Contacts & Housekeeping

  • Questions: mailto: media@YVFWC.org
  • New project requests: Submit via External Affairs page in First Source.
  • Revision Dates: All printed materials must include a revision date + language identifier (e.g., EN/SP Rev. 08.16.23).