Blue Cross Blue Shield of North Carolina

The information contained in this style guide covers corporate brand and visual identity requirements for Blue Cross and Blue Shield of North Carolina (BCBSNC) content developed for public release.

Here you can find guidelines for logos, colors, fonts and the proper use of the company name.

If you have questions, comments or requests for additional information, please contact marketing@bcbsnc.com.

Logos

The Blue Cross and Blue Shield of North Carolina (BCBSNC) logo is available in the versions featured on this page. You may download and use the logos exactly as they appear. Altering elements within the logos is strictly prohibited.

BCBSNC logos are also available in a hard-copy (Photostat) format. They can be delivered via standard mail or overnight delivery. Logos are also available in electronic (Mac or PC) formats and can be e-mailed. Send your requests to marketing@bcbsnc.com.

Note: All pieces developed for public release must follow Corporate Style guidelines and be approved by both BCBSNC's Creative Services and the Law & Regulatory Affairs department. Creative Services can coordinate legal approvals on your behalf.

Each link below contains a ZIP file of
Illustrator (EPS), GIF and TIFF formats

Left justified

Centered

Fonts

The following information covers fonts used by Blue Cross and Blue Shield of North Carolina (BCBSNC). For more information on font usage, please contact marketing@bcbsnc.com.

Whitney, our display typeface, should be used in all large format type treatments, headlines, subheadlines and callouts. It should be used in any situation in which the choice of typeface noticeably impacts the look and feel of the brand. This translates roughly to any non-body copy larger than 12 pt.

Walbaum is the typeface used in the Blue Cross and Blue Shield of North Carolina (BCBSNC) logo and word mark. The only other place it should be used is in the identities of branded services and products of BCBSNC.

Avenir, the sans serif typeface, is to be used primarily in body copy. Avenir is also used alongside Walbaum in Blue Cross and Blue Shield of North Carolina (BCBSNC) sub-brand identities and logos.

Georgia is the typeface used as an alternate display/headline typeface and in the body text of memos, fact sheets, white papers and other office documents.

Linoscript is a script typeface used in special cases when a more formal or celebratory tone is required, such as program invitations and thank you cards.

Verdana is a sans serif font that should be used only for documents created in Word.

Note: All pieces developed for public release must follow Corporate Style guidelines and be approved by both BCBSNC's Creative Studio and the Law & Regulatory Affairs department. The Creative Studio can coordinate legal approvals on your behalf.

Company name

When using our name in text, it should be written as follows: "Blue Cross and Blue Shield of North Carolina."

Variations such as "BlueCross BlueShield," "Blue Cross / Blue Shield of NC" or "Blue Cross & Blue Shield / NC" are not acceptable and should not be used.

In cases where a long text document is involved, such as a newspaper article, use the company's full name the first time it is mentioned, followed by the acronym "BCBSNC" in parentheses. You may then use the acronym "BCBSNC" for any secondary mentions in the document.

Example: Blue Cross and Blue Shield of North Carolina (BCBSNC) has been in business for nearly 75 years. BCBSNC is also a leader in developing innovative health care products, services and information.

The following statement must be included whenever the company name is mentioned: "An independent licensee of the Blue Cross and Blue Shield Association." The font used for the licensee disclosure should be at least six point in size, legible and relatively independent of other copy or graphics. The disclosure is typically placed at the bottom of a piece. For questions about proper placement of the licensee disclosure, contact marketing@bcbsnc.com.

Note: All pieces developed for public release must follow Corporate Style guidelines and be approved by both BCBSNC's Marketing department and the Law & Regulatory Affairs department.