Logotype (the typographic treatment of the ACHE name)
To make the name of our organization visible, the name is always spelled out in full. To make it easier to read and understand, the four major words have been separated into two groups. “American College” refers specifically to the organization while “Healthcare Executives” refers to our membership.

Logo
The ACHE logo has been designed to communicate several key aspects of ACHE. The flame represents education, one of our most important services. The pedestal stands for leadership, and its right edge has been shaped to suggest the healthcare cross.

Tagline
Our tagline “for leaders who care” uses concise language to communicate that ACHE’s members are leaders who bear a special responsibility—caring for the health and well being of the communities their organizations serve.

Relationship of the Identity Elements to One Another
The fonts, letter spacing, word spacing, and relationship of the logo and typographic elements in the ACHE corporate identity have been carefully designed to create a unique impression. Using art provided to you by ACHE will ensure that the integrity of the identity is preserved. Never typeset the ACHE name or tagline to create a “custom” signature.

Color
The standard color scheme for the ACHE corporate identity is ACHE 1A6664 (Pantone® 293) for the logo and black for the ACHE name and tagline. If only one color is available, the standard color to be used is black. ACHE 1A6664 may also be used for all signature elements in one color situations. Never screen the logo in gray.

If the identity is to be reversed out of a background color, it must appear in white. In such cases, be sure that the background color is dark enough so that the signature elements are clearly visible in white.

Using a process match tint for the ACHE 1A6664 is not permitted.

You are welcome to use the ACHE corporate identity on your group communications, including letterhead and newsletters. But to preserve your group’s identity and minimize confusion among your readers, the ACHE corporate identity must be placed separate and apart from the name of your organization, preferably in the lower third of the page. In addition, you must place the following sentence under, above, or adjacent to your group’s name and identity: “An independent, officially designated (healthcare executive group) (women’s healthcare executive network) of ACHE.” Below are examples of how you might apply this sentence and ACHE’s corporate identity.

When using the ACHE corporate identity, the following points should be kept in mind:

• You must use art provided by ACHE rather than re-creating ACHE’s corporate identity.
  
• The identity must be used in its entirety, including the logo, the name of the organization, and the tagline “for leaders who care.”
  
• The corporate identity should not be used any smaller than 75% of the image shown here and should be surrounded by the appropriate amount of clear space as indicated to the right.
  
• Color options are restricted to black, reversed-out white, and ACHE 1A6664 (Pantone® 293) for the logo and black for the name and tagline.