Brand
Our brand promise
We unite people to save lives. We bring innovation, improvement and insights to strengthen a community passionately committed to being good stewards of the gifts entrusted to us.
UNOS brand
UNOS vision: A lifesaving transplant for everyone in need
UNOS mission: Unite and strengthen the donation and transplant community to save lives
UNOS tagline: Saving lives together
Our brand positioning
United Network for Organ Sharing is the largest transplant network in the world with membership comprised of nearly 400 transplant hospitals and organ procurement organizations. We work collaboratively with our community to share data, research, technology and best practices to help increase the number of transplants and save more lives. In fact, we have facilitated more than 600,000 transplants since we were established in 1984 and continue to help save more than 85 lives per day. This positioning forms the foundation for all of our key messages and actions and it will be reflected in all of our marketing and promotional materials.
When to use OPTN vs. UNOS
Importantly, under our Organ Procurement and Transplantation Network contract, the government requires us to brand all OPTN-funded activities as OPTN and not OPTN/UNOS. Therefore, every UNOS employee must ensure that OPTN activities are appropriately branded. Read how to describe UNOS and the OPTN. If you have any questions, please speak to your manager or contact Communications.
Logos
UNOS logo
The UNOS logo is simple, clean and distinct to represent our organization and everything we embody. The linking between the U and the N represents the connection between our organization, our members and the patients and families we serve. The two interlocking parts of the O represent renewal, transformation and new life.
Primary usage: 2-color and 1-color
Unaccepted usage
Do not reverse the blue and green
Do not shade right piece of O when 1-color
Do not stretch
Do not place logo on photo background
Secondary usage
Tertiary usage
OPTN logos
The OPTN logo conveys simplicity and clarity. It is designed to be highly legible so that it meets web accessibility (also called “Section 508”) requirements in many contexts.
Software logos
The UNetSM logo follows our UNOS model of simple, clean and distinct to represent our organization and everything we embody. The linking between the U and the N represents the connection between our organization, our members and the patients and families we are entrusted to serve.
Primary usage
Logo with product or service full name
Spacing guidelines
UNOS software applications and other products follow strict conventions as shown below. The UNOS logo with salesmark appears on the left followed by the name of the product offering in Ubuntu Light Italic. The product name uses title casing. Read about appropriate service or trademarks.
Main corporate color palette
These are the main colors to use for UNOS applications, websites and other products.
fill-blue-4
(15, 153, 214) #0f99d6
fill-green-5
(128, 195, 66) #80c342
fill-blue-8
(10, 60, 110) #0a3c6e
fill-gray-8
(102, 102, 102) #666666
Organ-specific labels color palette
Software application color palette
To ensure legibility, we have extended the main color palette for software applications. These colors should only be used in specific applications. If you have questions about using these colors, contact Communications.
fill-heart
(228, 0, 43) #e4002b
fill-intestine
(251, 72, 196) #fb48c4
fill-kidney
(0, 154, 206) #009ace
fill-liver
(0, 183, 150) #00b796
fill-lung
(104, 91, 199) #685bc7
fill-pancreas
(255, 214, 53) #ffd635
fill-green-8
(60, 91, 31) #3c5b1f
fill-green-7
(86, 130, 45) #56822d
fill-green-6
(104, 158, 54) #689e36
fill-green-5
(128, 195, 66) #80c342
fill-green-4
(152, 231, 80) #98e750
fill-green-3
(167, 240, 99) #a7f063
fill-green-2
(158, 207, 124) #9ecf7c
fill-green-1
(214, 233, 193) #d6e9c1
fill-blue-8
(10, 60, 110) #0a3c6e
fill-blue-7
(1, 91, 152) #015b98
fill-blue-6
(0, 111, 186) #006fba
fill-blue-5
(12, 122, 201) #0c7ac9
fill-blue-4
(15, 153, 214) #0f99d6
fill-blue-3
(135, 204, 234) #87ccea
fill-blue-2
(196, 228, 247) #c4e4f7
fill-blue-1
(238, 242, 246) #eef2f6
fill-purple-8
(64, 23, 75) #40174b
fill-purple-7
(81, 45, 97) #512d61
fill-purple-6
(112, 39, 132) #702784
fill-purple-5
(135, 48, 159) #87309f
fill-purple-4
(161, 58, 189) #a13abd
fill-purple-3
(183, 83, 211) #b753d3
fill-purple-2
(143, 107, 153) #8f6b99
fill-purple-1
(214, 217, 238) #d6d9ee
fill-orange-8
(160, 80, 21) #a05015
fill-orange-7
(182, 92, 26) #b65c1a
fill-orange-6
(199, 101, 29) #c7651d
fill-orange-5
(231, 115, 31) #e7731f
fill-orange-4
(236, 128, 23) #ec8017
fill-orange-3
(243, 144, 29) #f3901d
fill-orange-2
(230, 153, 51) #e69933
fill-orange-1
(249, 194, 0) #f9c200
fill-gray-8
(102, 102, 102) #666666
fill-gray-7
(121, 121, 121) #797979
fill-gray-6
(153, 153, 153) #999999
fill-gray-5
(167, 167, 167) #a7a7a7
fill-gray-4
(204, 204, 204) #cccccc
fill-gray-3
(217, 217, 217) #d9d9d9
fill-gray-2
(231, 231, 231) #e7e7e7
fill-gray-1
(249, 249, 249) #f9f9f9
fill-aqua-4
(0, 164, 164) #00a4a4
fill-aqua-3
(90, 227, 227) #5ae3e3
fill-aqua-2
(180, 240, 236) #b4f0ec
fill-aqua-1
(210, 251, 248) #d2fbf8
fill-yellow-4
(255, 214, 0) #ffd600
fill-yellow-3
(252, 220, 145) #fcdc91
fill-yellow-2
(251, 233, 172) #fbe9ac
fill-yellow-1
(253, 245, 217) #fdf5d9
fill-red-4
(182, 0, 106) #b6006a
fill-red-3
(183, 48, 38) #b73026
fill-red-2
(238, 53, 36) #ee3524
fill-red-1
(251, 204, 201) #fbccc9
Typography
Fonts
Download fonts: Ubuntu and Crimson
Ubuntu, the primary corporate typeface for both UNOS and OPTN, is our main corporate font. Use it for all purposes including body copy, headlines, sidebars, and callouts on both print pieces and websites. It is a sans-serif typeface.
Ubuntu is an open type font that is freely available for distribution. We chose Ubuntu in 2015 for its legibility and variations (13 different font variations, including monospace). The font’s name also resonated with our mission and brand. Ubuntu is a South-African word which means “humanity.”
Crimson Italic, a secondary typeface for UNOS, should be used sparingly for special emphasis. It is a serif typeface.
OPTN only: Calibri should be used for all other content. It is the default typeface in Microsoft applications including Word, PowerPoint, Excel, and Outlook.
Headline styling
H1
UNOS manages the national transplant waiting list,
H2
matching donors to recipients
H3
24 hours a day, 365 days a year.
H4
We accomplish this through policy,
H5
education and technology.
Writing
Style: Clear and plain-language
All UNOS communications should be clear and concise, written in human-facing terms. While general rules — such as avoiding jargon, acronyms and computer codes — apply to all communications, specific standards vary depending on the communications channel and intended audiences.
For web communications and software applications, adhere to the following guidelines:
- When to use uppercase and lowercase
- How to use numbers in user interface
- How to word a call to action
- When to use trademarks and servicemarks
For editorial communications, such as articles published to the UNOS and OPTN news webpages, a supplemental editorial style guide is available on SharePoint to help guide communications.
Photography
Style: Natural and authentic
Our photography style is natural, realistic, and sensitive — reflecting the remarkable gift of life that is transplantation. Whenever possible, subjects should look natural and unposed — as though captured in a real moment. Subjects and environments with bright natural lighting are preferred.
Photographs of hospital and clinical staff should be active and shot in real-life situations as appropriate.
Commercial stock images should not be used to represent UNOS employees.
Photo releases
At UNOS, we are required to collect releases from individuals and organizations whenever we use feature them in our materials. This includes photos, video and audio used on our websites, social media, educational brochures, fundraising materials and any other channel we use to promote UNOS, our programs or organ donation and transplantation.
Find copyright-free photos
Photos can make presentations memorable. But, you must confirm usage rights before using any image in a presentation.
- Learn to search with Google in order to find free-to-use images.
- Search Wikimedia Commons.
- See illustration below to learn about the license spectrum for images found at Creative Commons.
Understanding usage rights
The Creative Commons license spectrum illustrates the range of usage rights moving from public domain at top of chart to all-rights-reserved at the bottom. Icons on the left indicate allowed use-cases; icons on the right indicate license requirements. Icons on Creative Commons images are clickable for explanation of usage rights.
Shaddim; original CC license symbols by Creative Commons [CC BY 4.0], via Wikimedia Commons
