Color palette
Fresenius Kidney Care primary colors
What is brand blue and navy
Reflects the Fresenius legacy and cannot be used alone
What is the chevron
Brand owner and pre-Veeva review for FKC, FHP, FRx, Spectra, FPS, InterWell Health materials
What is Carley Williams
Drives to key content repository, should be included on all materials (unless there are space limitations), and appears in brand blue whenever possible
What is FreseniusKidneyCare.com
The place where they receive treatment
What is a dialysis center
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Use "center" instead of "clinic" or "facility" in any copy
Ties Fresenius Kidney Care back to FMCNA
What is the brand blue color
Fresenius Kidney Care mantra that represents the energy and positivity of the brand
What is the Thrive On tagline
The number of dialysis patients we serve and number of centers we have
What is over 190,000 patients and over 2,600 facilities nationwide (based on 2019 numbers)
Fresenius Kidney Care system font
What is Arial
We never call them this
What is a patient
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Use terms like people, person
The accents that infuse humanity, optimism, care, and hope
What is blue lagoon, thrive green, turquoise, gray (secondary colors)
The ways icons can be displayed
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NOTE: Icons should be pulled from the icon library. If a new icon needs to be created, approval must be granted
The Fresenius Kidney Care Mission
What is to deliver superior care that improves the quality of life for every patient, every day, and to set the standard by which others in the healthcare industry are judged.
The case for our headlines
What is sentence case
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EXCEPTION: Headlines on the website and recipe titles are in title case
Nuance in spelling when comparing the different modality options
What is the use of a hyphen (in-center and at-home)
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NOTE: hyphens are used when comparing modalities. If you're just speaking about home dialysis, "at-home" does not need to be used... just home dialysis.
Brand colors used in Thrive On tagline
What is brand blue, thrive green, and turquoise
The two Fresenius Kidney Care brand elements that cannot be locked together
What is the logo and the Thrive On tagline
The primary rule of thumb for photography usage
What is to primarily use brand photos from our library.
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Stock photography should only be used if brand photography cannot meet the needs and should be approved in Veeva before purchasing.
The only exception to the 13 pt font rule for patients
What is the copyright statement (6 pt font)
Language to avoid
What is negative, restrictive or dictating language
EX: "have to", "strict", "overwhelming", "complicated"
NOTE: Also avoid making blanket statements ("all" or "every" since treatment experiences are unique
The approved tint levels
What is 40% and 10% of brand colors
Fresenius Kidney Care logo color variations
What is brand blue, black, white knockout, watermark
Determines the size of the Thrive On bar
What is the height of the "F" in the Fresenius logo
All numbers are set in this way
What is lining proportional style (or lining style)
Bulleted lists should be styled/written in this way
What is either all sentences or all fragments (same syntax)