Style Guide

A brand is a promise. It guarantees that whenever and wherever our consumers deal with us, they can expect the same treatment and high standards.

Our Brand reassures our members that they can always expect the highest standards from us. They inform our long-term goals and values. They offer a guide for how we should behave every day. But our Brand is more than a logo and a set of visual elements. It is a shared sets of stories, values and beliefs. These elements, which make up our brand positioning, separate us from our competition, connect us with consumers, and guide our behavior. Our brand positioning defines who we are, what we believe, how we behave and what makes us different from everyone else.

These guidelines summarize the Blue Cross and Blue Shield visual identity. The information found here will help you develop communications that project a unified and consistent style.