BRAND

Brand

Updated August 28, 2026

The company

Parent: Trusted, Inc.
Slogan: (Em)powering the healthcare workforce
Mission: Helping people everywhere get care

Trusted builds products that power real-time, AI-driven decisions and automations across the healthcare staffing and scheduling lifecycle.

The two brands

Trusted Health

Jobs Marketplace for Clinicians

Trusted's Marketplace is the easiest way for clinicians to connect with flexible job opportunities, matching nursing & allied professionals to contract jobs across all 50 states while managing the entire employee lifecycle through our mobile-first, self-serve platform.

Write it in the clinician voice

Trusted Works

Staffing and Scheduling Optimization for Health Systems

Trusted Works is the leading staffing & scheduling optimization platform for hospitals & health systems, forecasting demand, balancing schedules, and automating matching & recruitment to fill every open shift in the most efficient manner.

Write it in the employer voice

Take the brand with you.

Every mark, the full palette and these guidelines, in one archive. Agents can fetch the same values as JSON.

Download the brand kit brand.json

Colour

Hex is canonical. CMYK is a starting point for a print brief, not a colour-managed proof.

Fresh Mint rgb(73, 225, 187) cmyk(68, 0, 17, 12)

The primary brand colour. Graphic elements, module boxes, button fills, underlines, tints, chart series. Not a rationed accent.

Night Sky rgb(15, 16, 65) cmyk(77, 75, 0, 75)

Text, dark backgrounds, high-contrast CTA. The only navy.

Party Pink rgb(215, 18, 138) cmyk(0, 92, 36, 16)

CTA, accent lines, graphic elements.

Golden Sunshine rgb(249, 203, 50) cmyk(0, 18, 80, 2)

CTA, accent lines, graphic elements.

True Black rgb(0, 0, 0) cmyk(0, 0, 0, 100)

Text and high contrast ONLY. Never a fill or a colour block.

Grounds

White

Preferred background.

Snow

Section background, second choice after White.

Cool Gray

Section background, third choice. Use sparingly.

There is one mint

intent

Fresh Mint #49e1bb is the only sanctioned mint. No deep, dark or muted variant exists.

Darkening mint to make it readable makes it a different colour.

Retired, never use: #087e64#0f8f6e#1f8f73#2f816d#48c7a7#34e3b4#87e0cc

On light, mint fills and rules — it does not write

invariant

On a light ground, mint may be a fill, an underline, a tint, a rule, a chart series or a graphic block. It is never text and never a meaningful icon. The ink on light is Night Sky. On a dark ground mint may do both.

Fresh Mint on white measures 1.64:1 — far below the 4.5:1 text floor and the 3:1 floor for meaningful icons. The constraint resolves by role, not by shade.

One navy, with a depth ramp

intent

Night Sky #0f1041 is the only navy. Depth is a black-alpha descent over it (12%, 24%, 35%), not additional named colours.

The retired navies measured ΔE 3.1–4.5 apart against a just-noticeable difference of about 2.3 — several colours doing the work of one.

Retired, never use: #0b0c2e#101235#14163f#10152f

Eyebrows take two colours, decided by the ground

intent

Night Sky on light, Fresh Mint on dark. Nothing else.

An eyebrow is small, heavy, wide-tracked uppercase — the least forgiving text there is. This pairing has headroom everywhere: 17.94:1 on white, 10.91:1 on navy.

Ground follows the job of the surface

intent

Dark is the instrument — where the product is visibly doing something: product mechanics, decision logs, data set pieces. Light is the record — anything meant to be read, forwarded, printed or verified: case studies, editorial, guides, press, careers, legal.

There is no user-facing dark mode

statement

Dark is a section-painting device, not a user preference. Nothing honours prefers-color-scheme and nothing ships a theme toggle.

Typography

Role	Face	Job
`display`	Inter	Display and headings — the brand's voice
`body`	Inter	Body copy
`serif`	Merriweather	Editorial serif — quotes, callouts, long-form
`mono`	Roboto Mono	Ledger voice — anything the system says

Where brand fonts are unavailable — Slides, Docs, Office, email — use the fallback stack: Inter, Helvetica Neue, Arial, sans-serif.

Logo

Each mark is shown on the ground it is drawn for, because a mark on the wrong ground disappears. Light-ground marks are navy and mint; dark-ground marks are mint and white; a brand-ground mark mixes navy with a white knockout, so it needs a saturated brand colour underneath — on white its crossbar vanishes and on navy its body does.

Choosing navy or black

Navy is the default. Black is a sanctioned secondary style choice — reach for it deliberately, not only when colour cannot reproduce.

Use	When
Navy — th-mark-navy, th-wordmark-navy, works-lockup-navy	Every ordinary light-ground placement: web, decks, documents, signage, full-colour print.
Near-black with mint — th-mark-black	A deliberate mono or editorial treatment, a light ground where navy competes with the imagery, or a partner template that expects neutral ink. A style choice, not only a fallback.
Single ink — th-mark-black-solid, th-wordmark-black	One-colour reproduction — engraving, embroidery in a single thread, laser etch, stamps, fax, newsprint — and any deliberate single-ink treatment.
Mono lockups — works-lockup-mono-navy, works-lockup-mono-white	The Works lockup where mint cannot reproduce but a single brand ink can.

Never. Do not mix: pick navy or black for a given surface and stay with it. A deck that alternates reads as an accident rather than a choice.

Trusted Health

th-lockup-navy on light Primary Trusted lockup — mark and wordmark. The default whenever there is room for it. SVG PNG

th-lockup-black on light Single-ink lockup for light grounds where the palette cannot reproduce. SVG PNG

th-lockup-white on dark Lockup for dark grounds. SVG PNG

th-mark-navy on light Default mark on light grounds. SVG PNG

th-mark-navy-white on brand Knockout mark for saturated brand grounds — Fresh Mint, Party Pink, Golden Sunshine. The crossbar is a white knockout, so it disappears on white and the body disappears on navy. SVG PNG

th-mark-for-light on light Navy and mint mark for light grounds. SVG PNG

th-mark-for-dark on dark Mint and white mark for dark grounds. SVG PNG

th-mark-black on light Near-black and mint mark, for light grounds where navy is unavailable. SVG PNG

th-mark-black-solid on light Single-colour reproduction — stamp, engraving, fax. SVG PNG

th-wordmark-navy on light Wordmark on light grounds. SVG PNG

th-wordmark-black on light Single-colour wordmark on light grounds. SVG PNG

th-wordmark-white on dark Wordmark on dark grounds. SVG PNG

th-logomark-mint on dark Compact logomark on dark grounds. SVG PNG

Trusted Works

works-lockup-navy on light Primary Trusted Works lockup on light grounds. SVG PNG

works-lockup-white on dark Primary lockup on dark grounds. SVG PNG

works-lockup-mono-navy on light Single-colour lockup where mint cannot reproduce. SVG PNG

works-lockup-mono-white on dark Single-colour lockup on dark grounds. SVG PNG

works-lockup-stacked-navy on light Stacked lockup for narrow or square placements. SVG PNG

works-lockup-stacked-white on dark Stacked lockup on dark grounds. SVG PNG

works-wordmark-navy on light Works wordmark alone, where Trusted is already established. SVG PNG

works-wordmark-white on dark Works wordmark on dark grounds. SVG PNG

works-ai-wordmark-black on light Domain wordmark on light grounds, for the product's own web property. SVG PNG

works-ai-wordmark-white on dark Domain wordmark on dark grounds, for the product's own web property. SVG PNG

Never

Do not recolour the mark to anything outside the palette.
Do not place the navy mark on a dark ground, or the light mark on a light ground — pick the variant that matches the ground.
Do not stretch, skew, rotate or add effects (shadow, glow, bevel, outline).
Do not place the mark over a busy area of a photograph; use a clear area or a solid plate.
Do not rebuild the lockup by setting the wordmark next to the mark — use the supplied lockup file.
Do not use the mark as a repeating pattern or a background texture.

Clear space and minimum size

Clear space on all four sides equals 25% of the mark's height. For a lockup, it equals the height of the 't' mark inside that lockup. Nothing enters that zone — no type, image, rule, edge or another logo. When in doubt, give it more.

Asset	Minimum on screen	Minimum in print	Measured on
`mark`	24px	8mm	Below roughly 24px the counterform inside the T begins to fill in.
`horizontalLockup`	140px	32mm	Measured on width. At 140px wide the 186x32 lockup is 24px tall and its wordmark still reads; below about 120px it does not.
`stackedLockup`	100px	24mm	Measured on width, for narrow and square placements.
`wordmark`	100px	24mm	Measured on width.

Use the mark alone rather than shrinking a lockup past its floor. A lockup that cannot be read is worse than a mark that can.

Photography

Two rules, both decided by the brand owner. The first is an invariant: it carries licensing exposure as well as a look.

No stock photography

invariant

Do not use stock photography. Not on the sites, not in decks, not in social, not in email. Commission it, shoot it, or use a real customer or team image with permission.

It reads as generic to the audience that most needs to trust us, and it carries licensing exposure.

Stylise photography for a consistent look

intent

In most cases, photography is stylised before use so that images from different shoots, sources and eras read as one brand. Ship the stylised version; keep the original as the source.

The existing convention names the treated file explicitly — `betty-jo-rocchio-stylized.webp`, `mercy-facility-stylized.webp` — so the stylised asset is identifiable and the untreated original is never shipped by accident.

Exceptions: Press and newsroom imagery, headshots supplied by a partner, and anything where a publication requires an untreated original.

Voice

Two audiences, deliberately different registers. Write for the one you are addressing — the clinician voice reads as unserious to a health-system buyer, and the employer voice reads as corporate to a nurse.

Clinician voice

A younger, hip, tech-savvy clinician — a few years in, lives on their phone, fluent in the internet, and allergic to being marketed to. NOT clinicians broadly, and never the generic caregiver.

A friend talking to a friend. Not brand to user, not mentor to mentee, not institution to caregiver. Two peers who do the same work, one of whom found something good.

Characteristics

Excited. Genuinely into this, and it shows. Enthusiasm is allowed to be visible rather than managed.
Raw. Says the real thing. Names what actually sucks about the work without sanding it into HR language.
Funny. Earns the laugh rather than performing one. Dry, quick, never a punchline that costs credibility.
Edged. Has a point of view and will take a side. Mild sarcasm is fine. Toothless positivity is not.
A peer. Same level, same job, no gradient. Never explains the reader's own profession back to them.
Tech-fluent. Assumes the reader is comfortable with apps and lives on their phone. Never explains technology to them.

Tone

Excited, raw, funny, with an edge
Friend to friend — never brand to user
Sarcasm is fine; snideness and punching down are not
Talk TO them, never AT them, and never about them
Straightforward and clear — edge is not the same as vague
Use language to educate and help, not to impress
Ask open-ended questions
Assume they are smart, busy, and have heard every pitch

Avoid

Vocational-awe language — 'heroes', 'angels', 'caregivers', 'called to serve'. It is the register they are escaping.
Generic healthcare-marketing warmth that could belong to a hospital system or an insurer.
Explaining technology, or the reader's own profession, back to them.
Toothless positivity. If it could not be disagreed with, it is not saying anything.
Corporate hedging — 'we strive to', 'we are committed to', 'solutions'.
Speaking to 'clinicians' as an undifferentiated group when the reader is a specific person a few years into their career.

Employer voice

Health-system buyers and operators: nursing executives, frontline managers, HR, finance and operations.

Same person, different room. Second person and 'we' carry over, as does the two-beat sentence where the second line turns the first. What changes is register: drier wit, every claim backed by proof, and the anxiety answered is operational risk rather than career control.

Tone

Warm but businesslike — the clinician warmth, without the sarcasm
Confident and plain; no hype adjectives, no superlative stacking
Evidence-led: a number, a named system or a named customer beats a claim
Reassuring about risk — additive, integrated, safe
Respects the reader's time and expertise; never explains their own job to them

Avoid

The clinician register — sarcasm, '$$$', 'fam' and playful slang read as unserious to a CFO
Rip-and-replace or displacement language, which triggers the exact objection the copy exists to answer
Vendor hype ('revolutionary', 'best-in-class', 'game-changing') — the proof points are stronger than any adjective

The Ledger Voice Rule

intent

Anything the SYSTEM says — labels, rates, counters, log lines, axis ticks, phase names — is set in Roboto Mono. Anything a HUMAN says to the reader is set in Inter.

It is the load-bearing typographic distinction in the family.