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.

Standard Logo

The standard logo should be used whenever possible.

Standard Logo—Inverted

For use against dark backgrounds.

Stacked Logo

Use where space or layout do not permit the standard logo.

Guidelines

You should...

  • Use the logo to link back to CURE
  • Use the logo in a blog post about CURE
  • Use a vector file format of the logo for use in print
  • Send an email to design@cure.org with questions about logo use

You should not...

  • Warp the logos proportions or rotate the logo
  • Recreate the logo using an alternate font family
  • Use the logo on a low contrast background
  • Apply the logo with shadows, patterns, or intricate backgrounds

Color Palette Download Swatches

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 Green
  • #198c45
  • RGB: 25, 140, 69
  • CMYK: 85, 21, 99, 7
  • PMS: 355u
Lime Green
  • #92d400
  • RGB: 146, 212, 0
  • CMYK: 47, 0, 100, 0
  • PMS: 382u
Primary Brown
  • #2f2511
  • RGB: 47, 37, 17
  • CMYK: 59, 63, 81, 71
Secondary Brown
  • #928a76
  • RGB: 146, 138, 118
  • CMYK: 42, 39, 54, 6

Typography

Frutiger

The Frutiger Family is the primary typeface of the CURE brand. It is typically used for headings (75 Black or 76 Black Italic), body copy (55 Roman), captions (56 Italic) and most normal uses.

  • Aa Frutiger 45 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
  • Aa Frutiger 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
  • Aa Frutiger 65 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
  • Aa Frutiger 65 Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Tisa Pro

Tisa Pro is the secondary typeface of the CURE Brand. Tisa should be used in cases where a complementary typeface is required, or in cases where a formal aesthetic is appropriate.

  • Aa Tisa Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
  • Aa Tisa Pro Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
  • Aa Tisa Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
  • Aa Tisa Pro Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Daniel

Daniel is the brand complement typeface. Projecting a playful, handwritten feel, it’s perfect for scenarios where a complementary typeface is needed for callouts, etc. When used, this typeface is typically set in the brand lime green color.

  • Aa Daniel Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
  • Aa Daniel Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
  • Aa Daniel Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Typeface Substitutes

For everyday business communication (emails, documents, etc.), when the above typefaces are not available to you, please use the following common typefaces as substitutes:

  • Frutiger may be replaced with Source Sans Pro, Helvetica, or Arial.
  • Tisa may be replaced with Georgia.
  • Daniel does not have a substitute. Use Frutiger, if available, or one of its substitutes.

Typeface substitutions are not permitted for professionally designed pieces.


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 a 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 term “internet” 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.

Do:

  • CURE

Don’t:

  • Cure
  • cure

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.”

Do:

  • CUREkids

Don’t:

  • CureKids
  • CUREKids
  • 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.

Do:

  • cure.org
  • http://cure.org
  • https://cure.org

Don’t:

  • Cure.org
  • CURE.org
  • www.cure.org
  • http://www.cure.org

Additional Resources

CURE Map Download Map

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 6 months and each of the countries where we’re located are included on the map.

CURE Map Map as of December 31, 2016

CURE White Paper Download White Paper

CURE Whitepaper