Brand Toolkit
GreenShield offers a new model of care that combines insurance benefits with health providers, to simplify your health journey.
Better integration: Enjoy personalized care and easier navigation, with services that increasingly speak to each other and to your benefits plan.
Better access: Connect with thousands of health professionals with ease, without the long wait times.
Better health outcomes: Leverage data-driven insights to take charge of your health and improve your quality of life.
Better convenience: Leverage services anytime, anywhere with effortless digital capabilities and seamless reimbursement of your benefits claims.
™/® Trademarks of Green Shield Canada. © 2024 GreenShield means, collectively, Green Shield Canada (GSC), Green Shield Association, and Green Shield Holdings Inc., which houses health services and benefits administration businesses, including Green Shield Health Inc. and Green Shield Administration Inc.
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Discover better health for all.
GreenShield Administration is transforming Canadian health care. Imagine more flexibility, simplicity, and control – with digital-first solutions that can help streamline all aspects of benefits plan administration.
Helping employers care for all.
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GreenShield was founded on the belief that all Canadians deserve the opportunities better health unlocks. As a not-for-profit social enterprise, giving back isn’t what we do, it’s who we are.
Giving back is who we are.
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You deserve a health care team that is ready and available whenever you need them. Our virtual mental health, pharmacy, and medical care providers are integrated with our benefits coverage for easy-to- navigate, seamless care.
Care built around you.
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Whether you’re looking for comprehensive health and dental plans for individuals or employees, GreenShield Insurance is leading the way when it comes to easy-to- navigate, flexible coverage.
Coverage at your fingertips.
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Combining over 65 years of health and dental insurance expertise with innovative mental health, pharmacy, and medical services, GreenShield supports all aspects of your health. A not-for-profit social enterprise, we make sure that care reaches communities in need across Canada.
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Primary logo
At the core of the visual guidelines is the GreenShield logo. The proper use of the logo encourages a consistent brand voice and appearance across all media. The logo mark and its defined relationships must never be altered or modified in any way. The wordmark can never live without the shield, but the shield can live without the wordmark. The approved colour combinations are shown below.
SVG logo format: This file type allows for editing, resizing and transparency. They are typically used for small icons but are great when used on websites as they maintain high quality no matter what the size and you can add code to change the colours.
Logos
English versions
French versions
Shield
The shield forms a direct visual connection to the primary logo mark's namesake, GreenShield. It also conveys a feeling of trust and protection. The shield icon can be used selectively as a flourish on a page when the full primary logo mark is not needed. It can also be used on digital applications such as favicons and as an app icon.
Clear space
The GreenShield logo mark looks best when surrounded by a safe zone to protect its legibility. The clear space is determined by the width space between the icon and logotype as shown. Minimum sizing for screen assumes high-resolution (2x, Retina, etc.) screen usage such as those found on mobile devices and modern desktop computers.
The uses illustrated here should be avoided when applying the GreenShield identity. Failure to adhere to these guidelines will result in inconsistencies and create confusion within the brand.
See colour variations
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See logo don'ts
Lines of business logos (LOB)
Under the GreenShield banner, we have three main lines of business: Insurance, Health, and Administration. GreenShield Cares is also a part of the GreenShield family. For maximum colour contrast, each line of business lockup and icon consists of two colours, our primary green and the assigned LOB colour. The two-colour LOB logos should always sit on a white background to meet AODA compliance. If the LOB logo needs to sit on a solid colour, then the logo must be reverse (all white).
See reverse logos
GreenShield Companies
In order to build and maintain brand equity in the GreenShield name and in our GreenShield companies, we have created a series of logos with the endorser line of “By GreenShield” signaling both the individual brand and the full support and resources of GreenShield for a unified approach to how we do business.
DISCLAIMER: Use of these logos is not mandatory. If you want to use them, you need to include a legal disclaimer in every instance. click here for legal copy
PNG logo format: A PNG is perfect to place in your PowerPoint presentations or on social media graphics. They also have the added advantage of transparent backgrounds for placement on backgrounds that have colour.
Products and services (coming soon)
GreenShield Pharmacy and GreenShield Specialty Pharmacy logos are to be used for all marketing materials that highlight its services. GreenShield for Small Business is a service partnership between GreenShield Administration and GreenShield Insurance, laddering up to GreenShield Enterprise and representing the grey colour aligned to GreenShield Administration.
GreenShield+
GreenShield+ is a personalized, engaging, and simplified health care journey with unprecedented levels of end-to-end integration. It’s the seamless digital health care experienc. The logo mark and its defined relationships must never be altered or modified in any way. The wordmark can never live without the shield and plus. The logo must follow the same colour variations and rule sef the parent Greenshield enterprise logo.
See Colour Variations
GreenShield campaign slogan
Campaign slogan can be used on all GreenShield Enterprise marketing materials. You may use this as a headline, beside the logo or in the footer. Must include the TM at all times. If the tagline is used with the GreenShield logo it must look like the example attached. You can find this located in the logos folder Sharepoint.
Please review the legal trademark language required when using the logos below.
Colours
These sample color palettes are organized into two folders: primary and secondary.
Primary palette
Dark Green
Primary Green
#00373A
#00544E
White
#FFFFFF
Light Blue
#9DC6D7
GreenShield has four active brand colours: Green is used predominantly as our primary logo on a white background. Our primary green also accompanies the line of business colour palette.
Secondary palette
GreenShield has four line of business colours: Green Insurance: Communicates growth, positivity, and intelligence. Blue Health: Calming colour, clean and refreshing. Grey Administration: Compliments every colour, is professional and sophisticated. Pink Cares: Represents whole-hearted support, is caring and uplifting. These are only to be used when referencing the separate lines of business.
Cares
#FD5971
Administrtion
#6D7783
Insurance Green
#308540
Aa
Gilroy Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Gilroy Medium is used for all body copy
Gilroy Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Gilroy Bold is used for subheads (sentence case)
Gilroy Extra Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Gilroy Extra Bold is used for headers (ex. web, powerpoint. etc)
Gilroy
Arial
Marketing, advertising materials, static graphics, and stationery
Presentations, Word documents, employee email, and signatures
The brand typeface for GreenShield is Gilroy from myfonts.com and comes in a range of weights for print and digital.
Typography
Typefaces
Gilroy is used in mixed case to create a modern and fresh energy that elevates all components. The round, open features tie back to the friendly and lively feel of the brand.
Typefaces substitutes
The unique characteristics of Gilroy are imperative to the GreenShield look and feel, and should be used whenever possible. The chart illustrated here shows when to use the substitute font Arial.
Campaign images
Images used for the brand should convey a sense of safety paired with real-life moments. There should always be a sense of reality within each moment, whether it’s a joyful or a serious moment. Campaign images can be more emotive and suggest a sense of hope and safety.
Images must be purchased as needed and approved by the Marketing department.
Photography
Tactical images
Tacticle images should be action-oriented and more specific to it’s content. For example, if an image is being used for GreenShield Insurance then you may want to use an image within a pharmacy or an online pharmacy transaction.
5 individual PNG and SVG files
GreenShield icons have been developed with a unique style. There are a few samples shown below. They have been categorized into folders for easy downlaods. If you would like the entire icon set please use this link GS Icon Complete Family
Icons
Dental
4 individual PNG and SVG files
Eye / Vision
35 individual PNG and SVG files
General
Hearing
11 individual PNG and SVG files
Leg / Footcare
32 individual PNG and SVG files
Medical Services
Natural / Holistic
12 individual PNG and SVG files
Pharmacy
57 individual PNG and SVG files
UX / Plan Member