Brand Guidelines

CURE is an organization that strives for excellence in all areas of operation and communication as part of its mission to be “Healing the sick and proclaiming the kingdom of God.”

The spirit of the Brand Standards Guide is to provide a tangible resource to help ensure the proper level of excellence is applied to all matters of organizational communication—both internal and external—where the CURE brand is represented.

Visually, the brand image represents what the organization stands for. While the mission of CURE reaches far beyond logos and branding, the visual and written aspects of communication coming from the organization should appropriately reflect the weight of CURE’s mission at all times.

The CURE logo is the visual representation of CURE’s brand image. The primary green color represents life, and the lime green color represents energy and urgency. In marketing and collateral it should always be given a place of appropriate visual hierarchy.

Do’s and Don’ts

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The CURE brand color palette is designed to convey a handful of key concepts. The majority of shades are based around skintones, for the intention of highlighting that what CURE does is all about people, and a global perspective on humanity—thus shades from light to dark.

Primary Colors

Secondary Colors

Do’s and Don’ts

If possible, avoid using colors outside of the brand palette.

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Typography

Source Sans Pro

This is our dominant brand font and should be used in most instances.

• Aa Extra Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
• Aa Extra Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
• Aa Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
• Aa Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
• Aa Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
• Aa Semi-bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
• Aa Semi-bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Crimson Pro

This is our secondary brand font and should be used primarily as body copy.

• Aa Extra Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
• Aa Extra Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
• Aa Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
• Aa Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
• Aa Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
• Aa Semi-bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
• Aa Semi-bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

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Photography

Storytelling and photography is a significant part of the CURE brand. When selecting photos here are a few things to keep in mind:

1. Photos should be very high quality—never pixelated or muddy.
2. We aren’t afraid to show need, but the real focus is on hope. We must be respectful of those we serve.
3. Select photos that show what we do and where we serve.

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Writing and Style

To ensure consistency and excellence across all media, CURE holds all representations of the organization to the highest standards, including all uses of the written word.

Writing Guidelines

The CURE brand is represented in writing by the use of a professional yet comfortable tone. When writing as the organization or as an individual representing the organization, avoid the use of an informal voice. Special attention should be paid to avoid non-standard usages of the English language, such as beginning sentences with conjunctions, proper use of their/there/they’re, etc.

Any content that is created for CURE International that will be made publicly available must be reviewed and approved by the Creative Services Manager or his/her deputy.

Style Guide

CURE has adopted the following style standards:

• CURE always uses the Oxford comma. In a list of three or more items or clauses, the conjunction should always be preceded by a comma.
• Numbers smaller than 10 should be written out, while numbers from 10 and higher should be represented with numerals. Numbers from 1 million and higher may be represented as a combination of numeral and text, as demonstrated in this sentence. In the event that numbers both smaller and larger than 10 appear in the same sentence, however, all of the numbers should use numerals.
• The word “gospel” should only be capitalized if it is referring to a specific book (e.g., the Gospel of Matthew) or to the collection of those books from the Bible (the Gospels). When referring to the general message of the Christian faith, use a lowercase “gospel.”
• The word “Bible” should always be capitalized unless it is being used as a reference to something other than the Holy Bible (i.e., “Seth Godin’s new book is the bible of marketing”).
• Pronouns referring to God should be capitalized (i.e., “When God created the world, He began with light.”) The only exception to this rule is when quoting a translation of the Bible that does not follow this style, in which case the quote itself should follow the translation exactly. However, other writing in the same piece outside of the quote should still follow this rule.
• The word “kingdom” in the phrase “kingdom of God” should remain lowercase.
• The past and progressive tenses of the word “worship” should be spelled “worshipped” and “worshipping,” respectively.
• The word “hospital” in the phrases “CURE hospital” and “CURE hospitals” should remain lowercase.
• When referring to a specific CURE hospital, there are two acceptable naming conventions. You may use either CURE plus the name of the country where the hospital is located (e.g., CURE Kenya, CURE Philippines, etc.) or the legal name of the hospital (e.g., AIC CURE International Hospital, Tebow CURE Hospital, etc.). Do not use the CURE name plus the city (e.g., CURE Kijabe, CURE Davao, etc.). There is one exception to this rule; Oasis Hospital is always referred to as “Oasis Hospital” and should not be referred to as “CURE UAE.”
• When referring to where we serve, it is preferable to speak in geographic terms: Africa, Asia, and Latin America. However, if other terms are needed, our first preference is “underserved areas” or “underserved countries.” The term “developing world” is also acceptable, but not preferred. The terms “majority world” and “third world” should be avoided.
• When speaking about those who have disabilities as a group, put people first. We serve “children with disabilities,” not “disabled children.” We do not use the terms “crippled” or “deformed” or “handicapped” when speaking in generalities about those we serve.
• The terms “internet” and “web” should not be capitalized.

In other questions of style beyond those in this guide, writing for CURE should conform to the Chicago Manual of Style.

General Name Usage

When CURE is mentioned in copy text (articles, emails, headlines, etc.) it should always be styled using all capital letters, e.g. “CURE” rather than “cure” or “Cure.”

Because “International” does not appear in the CURE logo, it is acceptable to refer to CURE International as simply “CURE” in writing. The word “International” can be included or left out at the discretion of the writer.

Styling of “CUREkids”

When the term “CUREkids” is used, it should always be styled with all capital letters for “CURE” and all lower-case letters for “kids,” and those terms should be combined as one word, not two, e.g. “CUREkids” rather than “CureKids” or “CURE kids.”

Website URL Usage

When the Website URL is mentioned in copy text, it should always be styled using all lowercase letters, e.g., “cure.org” rather than CURE.org or Cure.org . The only exception to this rule would be in a context where the URL is used in a sentence that is otherwise styled in all capital letters, e.g. “VISIT CURE.ORG FOR MORE INFORMATION.”

When mentioning the URL, never include a “www” prefix. The URL may be represented as “cure.org” or “http://cure.org” only. The “www” prefix is unnecessary and does not serve any useful purpose. The inclusion of “http://” or “https://” is optional. In most scenarios it is not needed, but it may be used when needed to emphasize that a web address is being given.

Additional Resources

The map below is a visual representation of the of each of the locations where we have hospitals, clubfoot clinics, hydrocephalus programs, and partnerships. This map is updated every six months and each of the countries where we are located is included on the map.