Marketing & Promotional Tools

ACA WAY Brand Guidelines

Logo, Color, Typography & Co-Marketing Assets

Brand Foundation

What We Stand For.

Brand Purpose

ACA WAY exists to make healthcare feel less uncertain and more human.

We bring together advocates, policymakers, providers, and patients to build a system that sees the person behind the policy. Because access is not enough, compassion must be the standard.

Brand Promise

Every person who enters an ACA WAY space, whether a stage, a session, or a conversation, will leave more equipped, more connected, and more emboldened to fight for the people healthcare too often forgets.

"We will never stop asking more of the system, and we will always show you how to demand it too."

Brand Values

Dignity

Every person navigating the healthcare system deserves to be treated as a whole human being, not a case number, not a coverage tier, not a liability. Dignity is our non-negotiable.

Courage

Real change requires uncomfortable conversations. We speak plainly about what is broken, stand firmly in the rooms where decisions are made, and refuse to settle for half-measures.

Community

No single voice changes a system. We are a movement of many — patients, providers, advocates, and policymakers — bound by a shared conviction that healthcare justice is worth fighting for together.

Action

Inspiration without implementation is just applause. Everything we do, every session, every policy discussion, every connection made, is designed to move people from motivated to mobilized.

Brand Voice

We earn trust through substance. We back passion with policy, empathy with expertise, and inspiration with concrete next steps.

The ACA WAY logo expresses our movement's philosophy and the visual embodiment of its identity.

As the core of our brand, the logo is:

A statement
A vision
Bold
Clear
Direct
Energetic
Approachable

Download ACA WAY Assets

Logo Story

The meaning behind the mark.

Color Palette

Our Colors

These four colors form the foundation of every ACA WAY touchpoint — from the stage to social media.

ACA Navy

#0A3542

RGB 10, 53, 66

CMYK 85, 20, 0, 74

Dark backgrounds, headings, anchor surfaces

ACA Blue

#008EC0

RGB 0, 142, 192

CMYK 100, 26, 0, 25

Sky blue — accents, highlights, hopeful surfaces

ACA Yellow

#F9B513

RGB 249, 181, 19

CMYK 0, 27, 92, 2

Energy, optimism, callouts

ACA Red

#ED1C24

RGB 237, 28, 36

CMYK 0, 88, 85, 7

Urgency, primary CTAs, heartbeat

ACA Cream

#FFF9B0

RGB 255, 249, 176

CMYK 0, 2, 31, 0

Soft backgrounds, warm contrast

ACA Black

#231F20

RGB 35, 31, 32

CMYK 0, 11, 9, 86

Type, dark accents, footers

Typography

Type System

Avenir

ABCDEFGHIJKLMNOPQTSTUVWXYZ

0123456789

abcdefghijklmonpqrstuvwxyz

@#$%!Ññ

Avenir is the official ACA WAY typeface — used across headlines, body copy, and supporting UI. Clean, geometric, and approachable, it carries the brand from print to screen with a consistent voice.

Co-Branded Logo

Built for partnership.

Within the ACA WAY identity, a Co-Branded Logo featuring the ACA WAY mark alongside a sponsor or partner logo may be used to showcase our adaptability in collaborating with the carriers, agencies, and organizations driving this movement forward.

This logo variation is ideal for internal documents, on-site signage, and any necessary and agreed upon co-branded marketing materials.