Identity
In keeping with our theme of trust, the HealthCare.gov identity marker establishes a universal signature across all HealthCare.gov communications. We treat the marker the same across all media. See the rules to follow when using the HealthCare.gov identity marker below.
The Health Insurance Marketplace, the authenticated application where consumers buy insurance, uses a separate and distinct logo. This logo appears in the HealthCare.gov footer. See the Brand Identity and Design Standards for the Health Insurance Marketplace (PDF).
Identity marker
To ensure that our identity marker is clearly discernable, it requires space as shown below, free of type, graphics, and other elements that might cause visual clutter. There is also a Spanish version of the marker.
Usage
The HealthCare.gov identity marker should only be used against a white background. It shouldn’t be placed against any other background color or modified in any way.
CORRECT PRESENTATION
White background
INCORRECT PRESENTATIONS
Color background
Photographic background
Reversed against color
Drop shadow
Other colors
Outlined
Squeezed
Identity marker tags
There are two variants of the HealthCare.gov identity marker that should be used sparingly. The first is a reversed out marker against black, and the second is a gray version (#A2A2A2). Both are intended to be used as "tags" in areas such as a footer where subtle use of the mark is appropriate.
Favicon
A dark blue HealthCare.gov favicon appears on all HealthCare.gov web pages.
Social media
There is one approved variation of the full color identity marker used only in social media. This variation is only approved for certain applications and should not be overused.
