trüHealthNow

trü is reimagining urgent care
to create a seamlessly integrated experience
between in-person and virtual care.

We’re replacing the traditional,
outdated model with one
that gives you the care you need,
so you can feel better and embrace the day.

We’re welcoming everyone to experience
a new kind of care that’s different.

That’s better.

That’s trü.
Clearly different. Truly better.

trü Feelings

We are focusing on how the experience with trüHealthNow makes you feel. It’s about the emotional benefits that all patients will get from the brand in a deeper sense. It’s less about doctors, lab coats and exam rooms and more about relief, satisfaction and freedom —the emotions you feel from a care experience that allows you to move on and get back to enjoying your life.

trü Feelings is a simple, yet expansive, direction that involves combining the brand name with a variety of words to create our own unique and powerful brand vocabulary that speaks to an endless range of emotional end benefits.

• • • trü comfort
    • trü joy
    • trü acceptance
    • trü fulfillment
    • trü serenity
    • trü support
    • trü love
    • trü purpose
    • trü trust

trü Names

When writing the name of the company, or brand attribute, be sure that trü is always written with a lower case “t”, this includes at the start of a sentence. The “ü” has an umlaut or diaeresis accent which can be typed by using the alt code (Alt + 0252) with the number keypad. If you are unable to write a ü a standard u may be used, but the umlauted version is highly preferred.

trüHealthNow

– written as one word with the H and N upper case

trü Primary Care

– written as three words, t for trü is lower case, the P and C are upper case

trü Urgent Care

– written as three words, the t for trü is lower case, the U and C are upper case

trüHealthNow is the name that will be overarching used in communications to reflect the organization. It is the branding for internal signage, for invoices and mailings, primary in social media.

trü Primary Care, trü Urgent Care, and any variation that may be forthcoming, will be exterior signage as they provide ease of identification for the patient on what is being offered. This branding may appear secondary when shown in combination with trüHealthNow.

trü Values

1. “WOW” Patient Experience
   1. Smile in every interaction
   2. Be compassionate in every interaction
   3. Be kind in every interaction
   4. Go the extra mile (for customers, team, organization)
   5. Help even when it isn’t your role
2. Positive Energy
   1. Have fun
   2. Be your authentic self
   3. Be humble (put the team’s interest over your own)
   4. Demonstrate respect for every team member
   5. Embrace selfless service (seva)
3. Strong work ethic
   1. Do your job at the highest possible level
   2. Tell the truth
   3. Be prepared (be ready, on-time for work & meetings)
   4. Be trustworthy (do what you say)
   5. Be accountable (take responsibility for your actions)
4. Take initiative
   1. Continuously improve (yourself, others, workplace)
   2. Be details and results-oriented
   3. Identify problems, find solutions
   4. Communicate effectively (across team, organization)
   5. Think in and develop systems (permanent > temporary)
5. Dedication to self-actualization
   1. Be the best version of your self
   2. Apply your gifts in meaningful ways
   3. Have a growth mindset (be curious, keep learning and teaching)
   4. Have an owner’s mindset (adopt our philosophy)
   5. Be passionate about our purpose (to humanize healthcare)

trü Dictionary

• Team – instead of staff, employee, people
• Centers – instead of clinics, sites
• Purpose – instead of mission

trü Behaviors

5 Discouraged Behaviors

1. Use profanity, gossip, complain (on premises)
2. Look at cell phones, watches, social media (around patients)
3. Be late (to shifts, calls, meetings)
4. Isolate from team (lacking communication, closed doors)
5. Drive during work hours (unless filling same-day operational need)

Logos

Each logo-type includes downloadable assets for the pictured design. EPS, SVG and PDF file types are vectors. They should be used wherever possible. Vectors can be infinitely scaled without distorting or looking pixelated. PNG and JPG file types are useful for social media applications, like profile avatars and backgrounds. Unlike vectors, they look worse as they are enlarged. JPGs have solid backgrounds, all other file types are against a transparent background, so they can be used in a multitude of applications.

Zip files for each logo set with the available formats are downloadable below.
truHealthNow Logos Includes the company logo in its vertical, horizontal & box forms.

trüHealthNow Primary Logo

The vertical logo is the preferred logo and should be utilized in all applications where there is sufficient space and contrast for it to be clearly visible. Examples of this usage would be the website header, business cards, stationary, signage and marketing materials.

Horizontal Logos

The horizontal logo is for use in locations and on materials that are not suitable for the primary logo. This logo may be used on promotional materials, any location where a one color logo is required, or there is not enough spacing to permit the primary logo at or larger than it’s minimum size specification

Box Logos

The box logo is for use in locations and on materials that are not suitable for the primary or secondary logo. There are two variations of this logo. The first version is show in the color logo – containing a box around the “trü”, the second versions shown in the remainder of the examples below consists of a solid box with the logo mark contained inside. This logo may be used on promotional materials, any location where additional separation of the logo is required, or where design would otherwise detract from the visibility of the mark.

Practice/Service Marks

A Practice/Service mark is utilized in conjunction with the overarching brandmark of trüHealthNow.  The practice/service mark will appear in the external signage as it is a clear identifier for patients as to what services are being offered at the trüHealthNow Center in question.  All practice/service marks will follow the same naming conventions and structure.  trü is always the first component of the name & will be structured just as in the organizational mark. The difference comes that the following descriptors have spaces between the trü and each of the words that follow.

Incorrect Logo Usage

File Types & Usage

Vector vs Raster files

Graphic files come in two formats: raster vs vector. Raster files use a fixed number of pixels to form an image. This means that an image can get pixelated if stretched out. Vector files, however, are built using mathematical formulas. This means they can infinitely adjust in size without losing resolution.

.PDF | BEST FOR PRINT & DOCS

PDFs are great for sharing graphic files and documents and can be printed/downloaded easily.

.AI, .PSD, .INDD | ADOBE PROGRAMS

AI, PSD, & INDD files are utilized by Adobe Creative Cloud software (Illustrator, Photoshop & InDesign).  Unless you are comfortable in these programs, these files should be utilized by a designer.

Color Palette

Our brand colors create an immediate connection to the brand.  They must be used consistently throughout all media.

Brand colors should never be modified for content. Instead, content colors — like slide decks and the body color of vehicles — must be modified to complement the brand.

Primary Colors

Secondary/Accent Colors

Expanded Color Ranges

Highlights

Keppel

Shade Range

Picton Blue

Denim

Typography

Typography is core to our brand. It is important for the brand to use its typography consistently across all applications. There will be narrow situations where you can’t, like when utilizing an online application that doesn’t offer one of our perfered typeface. In most other scenarios, the brand should be able to apply its typography. This must be true for all marketing materials — digital and print — including, business cards, posters, signs, ads, slide decks, the website, uniforms and vehicle signage.

Visual Style

Visual style includes such elements as images, custom patterns, textures, and iconography.  Each of these increase the depth and complexity of your brand presentation.

Images

Images utilized should be of a clean appearance. Focus should be primarily on people, preferably isolated with solid colored background. However, images of actions conveying trüHealthNow values and those reflective of “trü feelings” are more relevant than simple aesthetics. .

Custom Patterns

Brand patterns create a strong brand recognition and truly bring depth to a brand. Pattern(s) can be used to extend the visual recognition of your brand. Applications for patterns include on patient bags, postcards, inside of wow boxes, or as backgrounds for marketing or patient education materials.

Box Pattern Download

Collateral

Collateral includes all of the tangible applications where your brand may be expressed.  Email, Stationary, PowerPoints, Social Media, Banners, Trade Show booths and materials,  Marketing materials, Vehicle Wraps, Magnets, Signage… these only express the tip of the collateral iceburg. For elements that we have been commissioned to create you can find usage guides and file downloads below.

Email Signature

You can download a ZIP file that contains HTML email signature templates for all of trüHealthNow locations.  Once downloaded, open the zip file and double click your center.  This will open the template in your browser window. Click on the browser window. Press Ctrl-A, to select all, Ctrl-C, to copy. Then go into outlook and paste into the signature window.  Modify with your name and title, then save.  You now have your official signature!

Template Zip File   |  Detailed Instructions

If you are copying the email signature from a coworker’s email… follow these instructions.

If you would rather copy your template from a word document.

Download this Zip file.  It has the word document with all the center location templates, the correctly sized logo file & instruction.

Email Marketing Header

Stationary

trüHealthNow has created custom digital letterhead for each of the practice Center locations. If you are in need of your locations letterhead or fax cover sheet you can download them from the links below.

PowerPoint

Social Media

Social Media posts and graphics are currently being managed by an external service provider. Please provide them with any assistance they may need in the preperation of social media posts or campaigns.

Be sure to follow our socials:

Instagram – @truhealthnow

Facebook – @truhealthnowfb

Twitter – truhealthnowHQ

TikTok – @truhealthnow

LinkedIn – truhealthnow