Brand Guidelines

APLA Health’s logomark is comprised of the original wordmark lockup with an updated bar in the center featuring our new rainbow color palette.

This mark has been designed to embody the diverse LGBTQ+ communities that APLA Health serves. This mark visually represents APLA Health’s brand purpose of restoring dignity to underrepresented communities and providing world-class healthcare and HIV specialty services.

A new logo family has been created for adaptability throughout print and digital usage. The full color logo should be used on a white background for the highest contrast and visibility. For other materials where various colors are being used, the solid color block versions are recommended and are available as part of the logo family. In instances where we use the full color logo, we recommend defaulting to using the secondary color palette along with secondary elements to keep the logo in the forefront.

Logo Family and Usage

When placing our logo on a full color background or when our logo appears in close proximity to other colorful elements, use the white logo above.

Exclusion Zones

Do’s and Dont’s

Color Palette

The APLA Health color palette includes six primary colors and four secondary colors. It was designed to embody the diverse LGBTQ+ communities, with an overall goal to visually represent APLA Health’s brand purpose. Our primary palette speaks specifically to the rainbow flag, while our secondary palette extends into other niche groups within the LGBTQ+ community. Color matching standard Pantone® references are included to ensure accuracy when reproducing the palette. Also included are the references for CMYK, RGB, and HEX values for consistency across different media. Where possible, the logos should be reproduced in the CMYK color process. Equivalent colors can be composed using the RGB and HEX references included when the logo is to be used digitally.

Primary & Secondary Colors

Typography

APLA Health’s brand typeface is Titillium. This font comes with five weights; lighter weights such as Titillium Light and Titillium Regular should be reserved for body copy while Titillium Semibold, Bold, and Black should be reserved for header copy. DO NOT use all caps for body copy or headlines unless absolutely necessary; i.e. on pieces that require additional emphasis.

For example, pieces announcing FREE HIV Testing. In design, mixed weights in headlines is encouraged. This added secondary design element echoes the logo and connects to our overall brand system. See example below.

Iconography

Icons are used to communicate messages quickly and grab attention, and can be used in a multitude of ways.

The icon library for APLA Health includes symbols from various departments and services that APLA provides; such as dental care, HIV testing, primary care, PrEP / PEP, etc. These icons have been designed to echo our primary logomark, taking queues from the lines weights represented in the word “Health.”

These icons should be used sparingly and only to connect or further emphasize a particular message.

Secondary Elements

Pattern design is a great way to build and strengthen brand identity and style. Our patterns have been customized to four specific categories based on our available products and services.

Each of the three patterns below have been customized to highlight our available products and services. These patterns pull icons from the originating APLA Health texture to be specific to the products and services they’re representing. This allows for flexibility to add and remove icons as appropriate to best represent and promote using this secondary element.

Applications

The application below showcases the usage of our general APLA Health icon pattern. In this instance, we’ve demonstrated how to treat a logo overlay on a pattern at 15% opacity to ensure our mark is always legible.

This includes removal of background icons in lieu of a color block. In design, mixed weights in headlines is encouraged. This added secondary design element echoes the logo and connects to our overall brand system.

Your signature should contain the following elements:

First Name (Bold),
Last Name (Regular) followed by Pronouns in Parentheticals (Cool Gray)
Title
Telephone and Fax Number
Email address

Site name followed by address will be contained in the footer in Cool Gray.

This application showcases what a blank letterhead should look like. All pre-printed letterhead features the APLA Health logo nested amongst our general vector pattern, the aplahealth.org url, and the branded rainbow bars at the botom of the page.

All copy should be nested between the header and footer.

Below is a basic outline of an email signature when the logo is required to sit at the bottom.

Your email signature should contain the following elements:

Name (Bold) followed by Pronouns in Parentheticals (Cool Gray)
Title Telephone and Fax Number
Email address followed by the aplahealth.org (blue linking to the www.aplahealth.org website)
Site Name followed by Address (Cool Gray)
Logo Social Media Icons

Included in the template folder below are APLA Health and All Agency PowerPoints, a general APLA Health Word template, as well as a document to copy your APLA Health email signature into Outlook. For any other templates or design needs, please contact the Marketing Department.

Prounouns

(she/her/hers)
(she/her/ella)
(he/him/his)
(he/him/él)
(they/them/theirs)
(ze/hir/hirs)

Site Names

APLA Health Dental Clinic, Downtown Los Angeles
1127 Wilshire Blvd., Suite 1504
Los Angeles, CA 90017

APLA Health Center, CDU/MLK Medical Campus
1679 E. 120th St.
Los Angeles, CA 90059

Out Here Sexual Health Center, Baldwin Hills
3741 S. La Brea Ave.
Los Angeles, CA 90016

The application below showcases a presentation template. The presentation template features the general vector pattern on title and divider slides. It also uses the branded rainbow bars along the bottom of each page. In design of a presentation, mixed weights in headlines and body copy is encouraged. This helps to emphasize important parts of content.

In this example of poster design, we’ve demonstrated how to treat a logo overlay on a pattern at 15% opacity to ensure our mark is always legible. This includes removal of background icons in lieu of a color block. Additionally, important imagery and iconography has been housed in squares (a shape derivative of our rectangles). The icon here has been lifted from our pattern for emphasis and color coded to match the featured color most prominent on the poster. Here we’ve created a faux drop shadow for emphasis in the color of our choosing (example is purple).

To ensure the white icon box doesn’t bleed into the background and stays connected to the drop shadow, a matching stroke should be included. If it interferes with typography, exclude the stroke around the box altogether. In design, mixed weights in headlines is encouraged. This added secondary design element echoes the logo and connects to our overall brand system. To ensure viewers grasp what is most important, critical information should be color coded to match the featured color on the poster. To ensure a design doesn’t become over saturated with color, italics can be used to highlight important information without color coding. When locking up an address, always include the site name. All posters must include: APLA Health Logo, aplahealth.org, APLA rainbow bars, an iconographic pattern that matches the content, and a feature icon.

The application below showcases how to treat text on a social media graphic. In this instance, important typography has been housed in a square (a shape derivative of our rectangles). Here we’ve created a faux drop shadow for emphasis in the color of our choosing (example is green). To ensure the white box doesn’t bleed into the image and stays connected to the drop shadow, a matching stroke should always be included. In design, mixed weights in headlines is encouraged.

This added secondary design element echoes the logo and connects to our overall brand system. Because this example features a call to action in regards to a APLA Health program/service, include the rainbow bars to refer back to the primary APLA branding. An APLA Health logo is not mandatory on a social media post as it is contained within a branded platform.