The nature of advertising requires prominent placement of imagery and message content for immediate recognition. Therefore, our brand identity elements should be used minimally to ensure we present the marketing messages in a clear and impactful manner. While campaign themes are important to the communication of our brand attributes and story, they are generally seen as changing periodically. Therefore, our brand identity elements are seen as the visual communication tools that will provide a lasting framework for visual consistency among advertising messages and continuity among all of our high-visibility communications. Prominent use of logo placement, KentuckyOne Health color and typography palettes are essential brand identity elements to be used in advertising design. Whenever possible, the Graphic Angles should be used to further a visual link between advertising communications and other marketing collateral materials we produce.