A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.

Antoine de Saint-Exupery

What is a Brand?

A brand is how people perceive your product, service or organization. It is a person’s understanding of who you are. The opinions they have about you and the way they speak about you to others.

Successful and authentic brands are built on communication that is direct and consistent. They are true to who they are and broadcast a unified message. Having a collective understanding of brand language and look are integral parts of brand identity and make guidelines like this one necessary.


NEVHC has many different audiences: patients, community partners, donors, public servants, health professionals, health institutions, people in LA County and across the nation. Our brand is how these audiences experience, think and feel about NEVHC.

As one of the largest community health centers in the nation, NEVHC is known for being a culturally competent healthcare resource for financially disadvantaged residents in LA County. As NEVHC employees & leaders we have the responsibility to communicate who we are and shape the perceptions others have of NEVHC.



Key Messages

The heart of the NEVHC brand is the promotion of community health at the grassroots. Our mission states this more formally: “The Mission of Northeast Valley Health Corporation is to provide quality, safe and comprehensive primary healthcare to medically underserved residents of Los Angeles County, particularly in the San Fernando and Santa Clarita Valleys, in a manner that is sensitive to the economic, social, cultural and linguistic needs of the community.”

To put it more simply, our brand’s key message is: “NEVHC is a pioneer in health equity, raising the bar for culturally sensitive and high-quality primary health care for all. This message is active and highlights what distinguishes us from other health organizations.

Personality Traits

  • Devoted: We are driven by our goal to provide equitable access to quality healthcare for all.
  • Dynamic: We are a diverse and energetic health corporation.
  • Community Oriented: Our work is rooted in our grassroots efforts to promote health
  • Innovative/ Perseverant: We do not shy away from obstacles and instead face them with resourcefulness and ingenuity.

“Whitespace is like air: it is necessary for design to breathe.” –Wojciech Zieliński