Visual elements

Color guidelines

Our color palette consists of calming natural greens that are punctuated by vibrant and energetic contrasting hues. Use the specified values to ensure color consistency across all branded materials.

Some colors are meant to be used more sparingly than others. Centra’s green, teal and charcoal swatches are to be used as accent colors to complement our blue and purple colors.

• Color is most consistent with Pantone values. Coated (C) values are for glossy paper and uncoated (U) values for matte paper.
• For general printing, use CMYK. This is often more economical than Pantone.
• In digital contexts, such as websites or projections, use RGB and Hex values.
• Note that each color swatch may appear differently on computers and other devices due to inconsistent color calibration and display settings. 

Photography guidelines

Through strong imagery, we are able to showcase how Centra effects people and their communities.

• Choose photos that look natural, timely and like they were shot in Central Virginia.
• When selecting an image and headline, it is more impactful when they work together.
• Use photos where subjects are in lively moments full of energy and conveying a positive emotional impact.
• Stay away from forced or posed materials. Aim for expressions and actions.
• Have the subject in focus with a blurred background.
• Lighting appears natural, soft and crisp.
• Avoid dark, heavily contrasted compositions. Aim for bright, vibrant imagery.
• Ensure PPE use reflects Centra’s current masking policy.
• Centra Caregivers, local scenery and landmarks, businesses and community members are always preferred over stock photography. We build connections when people and places are identifiable.
• Diversity in subjects and places is best. Centra welcomes people from all beliefs and backgrounds.