Our brand
brought to life
athenahealth evergreen events
For our athenahealth evergreen events, such as trade shows, we have a simple kit of parts that enables quick and consistent collateral creation.
Note: Special, large scale events, like Thrive, will live outside these guidelines.
Event design system
Our evergreen event design system pulls on the core athenahealth brand elements with slight additions.
How we think about events
All evergreen event collateral must be immediately recognized as the athenahealth brand. This means we lead with athena purple and keep additional elements to a minimum.
Color
Event color palette
The athenahealth event palette is our core brand palette, excluding midnight.
We use this simplified palette to help evergreen event materials maintain a strong connection to the core athenahealth brand.
Hero purple
Web Hex #4E2D82
RGB 78 | 45 | 130
Print PMS 2091 C
CMYK 91 | 100 | 0 | 0
Cream
Web Hex #F2ECDE
RGB 242 | 236 | 222
Print PMS 9224 C
CMYK 4 | 5 | 12 | 0
Honey
Web Hex #F3A61C
RGB 243 | 166 | 28
Print PMS 130 C
CMYK 3 | 39 | 100 | 0
White
Web Hex #FFFFFF
RGB 255 | 255 | 255
Print CMYK 0 | 0 | 0 | 0
Midnight
Web Hex #160F41
RGB 22 | 15 | 65
Print PMS 275 C
CMYK 100 | 100 | 35 | 50
Color
Usage ratios
Event color usage
All events will lead with hero purple, using cream, white or honey as an accent color.
In most applications it is recommended to use only two colors from the event color palette. An exception is sometimes made for the inclusion of white.
Support: Cream
Support: honey
Support: White
Support: White
Accent: Honey
Support: White
Accent: Cream
Support: Honey
Accent: White
Flow texture
Flow textures
The event graphic, or flow texture, was created to add a distinctive element to or athenahealth evergreen event materials. When events are not campaign-specific, the flow texture is used for backdrops, emails and other assets related to the event.
Flow texture
Color & opacity
Texture color usage
The flow texture may be used over hero purple or white. When used on hero purple thetexture is white and set to 40% opacity. When used on white the texture is used in hero purple setto 30% capacity.
Texture: White, 40%
Flow texture: athena purple, 30%
Typography
Typography formating & TOV
We keep our event copy simple and attention grabbing. Our headlines are always set in PT Serif and copy is written in the voice of the trusted guide.
Sub-headlines are set in Source Sans 3 Light and written from a functional or informative tone of voice.
