Our brand expression

A great brand is truly expressed by all of us. No matter what role you play  – whether you’re a nurse, copywriter, insurance broker, security guard, customer service representative or photographer – you help our brand show up everywhere, to everyone, every single day.

The HealthPartners brand is human, simple, guiding and expert. That expression is authentic to who we are, relevant to those we serve, and recognizable to all. The brand guidelines on this site are your go-to resource for bringing our brand to life. You’ll find clear instructions and flexible variations to guide you in using our brand consistently and effectively across all kinds of work.
A dad balances his daughter on his shoulders and smiles in a sunny kitchen.

Human

Human is real, relatable and approachable, empathetic, and understanding of the needs of those we serve – and meeting them where they are.
A kid wearing a pink helmet skateboards at an urban skateboard park on a cloudy day.

Simple

Simple is clear, concise and easy to understand, appropriate to the subject matter and audience.
A patient hugs her doctor.

Guiding

Guiding is empowering and trusted. Providing information that’s needed when it’s needed. Those we serve have a say – so that they feel in control – while knowing we’re always with them.
A woman gets her blood pressure taken.

Expert

Expert is forward-thinking and inspired, confident in the deep expertise and insights we bring to constantly innovate and work to improve outcomes for those we serve.

Following our guidelines helps ensure that we're showing up as one recognizable, trusted brand for our patients, members and community.

Learn how it all works together by exploring our foundations: personality, logo, writing style, color, type and more.

Get in touch with members of our team who can answer your questions about our brand and how to use its elements effectively.