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The PATH brand

The PATH brand is how the world experiences our organization.

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The PATH identity or brand refers to the consistent presentation of PATH as a cohesive organization with a unified approach. Both the language used to describe our work and the appearance of our materials can help PATH maintain a strong organizational identity, enabling audiences to recognize PATH and understand the many facets of our work.

Everyone working for PATH contributes to maintaining this identity, which, in turn, influences the perception of individual PATH programs and projects.

PATH’s Brand and Communications Guidebook provides guidelines on voice and tone to create content that is clear and strong. PATH’s Visual Identity Guidelines describes the logo, shapes, colors, and typography used at PATH. The following are some key points:

Voice and tone

PATH’s voice reflects who we are—a global team of scientists, advocates, and health experts making care more accessible for everyone. We use it to express a unified brand across a wide range of materials. When writing for PATH, avoid jargon and strive to reflect our five key attributes: scientific, human, global, just, and expert.

To learn more about these attributes and how to use them, see the Brand and Communications Guidebook.

Vision

PATH’s vision is a world where innovation ensures that health is within reach for everyone.

Mission

PATH's mission is to advance health equity through innovation and partnerships.

Organizational descriptions

PATH maintains standard organizational descriptions for use in proposals, reports, and other documents. Staff must ensure that descriptions of PATH adhere to one of the approved versions.

Third-person boilerplate:

  • PATH is a global nonprofit dedicated to achieving health equity. With more than 40 years of experience forging multisector partnerships, and with expertise in science, health, economics, technology, advocacy, and dozens of other specialties, PATH develops and scales up innovative solutions to the world’s most pressing health challenges.

Top-level, first-person description:

  • PATH is a global team dedicated to achieving health equity so all people and communities can thrive. We advise and partner with governments, institutions, investors, and businesses to solve the world’s most pressing health challenges. Our team includes scientists, health experts, business leaders, engineers, advocates, and experts from dozens of other specialties.

Logo

Proper use of the PATH logo is a critical element of PATH’s visual identity. Do not alter the aspect ratio of PATH’s logo.

Our logo is made up of two parts: a wordmark and a string of symbols beneath the wordmark. The string of symbols is a visual metaphor for the diverse and innovative approaches we employ to help solve global health challenges. The symbols may be used alone; the wordmark must never be used without the symbols.

There are two versions of the logo:

  • The primary logo (underlined by a string of ten symbols) should be used for most written communications.
  • The small-scale logo (underlined by a string of eight symbols) is used on mobile, web, and social media platforms.

The minimum size for the primary logo is 28 millimeters when printed. The minimum size for the small-scale logo is 10 millimeters when printed. For maximum impact and legibility, allow for adequate clear space around the logo; the minimum amount of space is equal to the letter P in the wordmark.

Nonprofit status

Either of the following may be used to describe PATH’s nonprofit status:

  • PATH is a nonprofit 501(c)(3) organization.
  • PATH is a nonprofit 501(c)(3) organization registered in Washington State, USA.

Legal name

PATH’s legal name is PATH. As of January 2014, PATH no longer uses the name Program for Appropriate Technology in Health.

Country programs

Use the following formats to refer to our country programs. (The country name is allowed but not required.) Within a document or set of documents, be consistent in your use of a slash or a space between PATH and the country name:

  • PATH
  • PATH/Country
  • PATH Country