(Case study · Brand identity)

Center for Global Health Equity Research and Evaluation

CGHERE researches and evaluates health equity. ROQA built the identity that carries that work into the world: the mark, the palette, the type, the guidelines, and every application from a bus shelter to a lanyard.

Client: CGHERE
Engagement: Phase 2,
brand identity
Scope: Mark, palette, type,
guidelines, applications
Delivered: July 2026

The brief

(01)

Research earns trust by being legible. CGHERE needed an identity that could sit on a peer reviewed report and a bus shelter without changing its voice. Clinical enough for funders. Human enough for the communities the evidence belongs to.

Equity

Fairness, justice, and the elimination of systemic barriers.

Justice

Challenging inequitable systems, policies, and practices.

Learning

Community wisdom and rigorous research as complementary knowledge.

Impact

Measurable, sustainable outcomes, held accountable in public.

The mark

(02)

Eight bars radiating from a shared center, four teal and four gold, with four raspberry dots set into the gaps between them. It reads as a compass, a cell, and a gathering, depending on where it lands.

The identity also ships a motion signature for screen use. It lives in the design system.

Built for legibility

(03)

Six colors, each with a job. Every pairing in the guide is measured against WCAG 2.1 AA before it is approved. Pairings outside the sheet are not permitted.

Dark Teal

#0E4D4A

Primary. Text, headlines, surfaces.

Raspberry

#C71C59

Accent. Text safe on light surfaces.

Gold

#F4B740

Decorative only. Never body text.

Warm Paper

#F5EFE3

Expressive surface.

White

#FFFFFF

Functional surface.

Black

#1E1E1E

Text on gold. High contrast utility.

(Display)Neutronic Rounded

Titles and section openers. Semibold, Regular, Thin. Shown here in Nunito, the documented fallback, because Neutronic Rounded is licensed through Typekit.

(Body)Noto Sans

Everything else. Research, reports, interface, and long form reading.

The guidelines

(04)

Thirteen sections covering vision and principles, the logo and its variations, clear zone, incorrect usage, color, accessible pairings, typography, and applications. Written so anyone making a CGHERE asset can make it correctly without asking.

Out in the world

(05)

A system is only real once it ships. Transit, print, apparel, and signage, all drawn from the same six colors and two typefaces.

Phase 3, in build

(07)

The identity now feeds a component library: tokens, buttons, cards, forms, navigation, and full page layouts for the cghere.org build. Design complete, not yet shipped.

CGHERE Design System Tokens · Components · Page layouts · Motion Open

(Outcome)