# Marketing reference

## Marketing materials: flyer reference

Shared composition patterns; use AffordaCare assets and colors for AffordaCare, and CHAMP assets and colors only for CHAMP materials.

Source: CHAMP-and-Major-Medical-Front-and-Back.pdf. Both pages inspected 2026-09-18.

Measured from the supplied two-page US Letter flyer (612 × 792 pt). Print values describe this reference, not mandatory sizes for every format. Digital values and opacity ranges are recommended starting points.

### Solid-color backdrops & oversized icons

Observed: Full-width slate or navy header, with a large single-color brand icon cropped at the right edge and rendered faintly behind white text.

Application: Use the supplied standalone icon, never a crop of the full logo. Keep the primary logo intact and separate. Scale the decorative icon proportionally, clip it within the backdrop, and start at 6–10% white opacity. Keep fine detail away from text; hide decorative images from assistive technology. This cropping treatment applies only to the decorative icon.

### Bold hierarchy, selective emphasis

Observed: Helvetica Neue Bold headlines at 42 pt with 49 pt baseline spacing. Arial supplies body copy; Arial Bold emphasizes benefit names, table labels and figures. Arial Black appears in short statistics and badges.

Application: Use short, sentence-case headlines with deliberate line breaks. Pair a bold benefit name with a regular-weight explanation. Keep all-caps and extra-heavy weights for short labels. This is a print reference pairing; retain the guide’s Heebo web family for CHAMP and Americana exclusively for the logo.

### Four-column highlights

Observed: The front has one continuous four-column strip. The back has four 120 × 76 pt cards with 20 pt gaps and 3 pt colored top rules. Both start at 286 pt, overlapping the 317 pt header edge by 31 pt.

Application: Align the strip to the body grid. Give each card one prominent value and a short label; use color as an accent, not the only identifier. On narrow screens move to two columns or one, and remove overlap if labels wrap. Use arithmetic connectors only when the underlying figures genuinely add up.

### Comfortable margins & repeatable spacing

Observed: Both sides share 36 pt (½-inch) left/right margins and a 540 pt content width. The front table uses a 40 pt header, 44 pt rows and 3 pt edge accents. Back-page list accents are 3 × 12 pt.

Application: Align logo, heading, cards, body and disclaimer to a common grid. Start with 12–16 pt card padding and 12–24 pt section gaps in print; use 16–24 px card padding and 24–40 px section gaps digitally. These padding/gap ranges are recommendations, not measured universal rules. Keep content inside trim-safe margins; confirm any bleed with the printer.

### Disclaimers that remain readable

Observed: Arial 8 pt, regular, with 10 pt line spacing, in muted slate on white. The footer spans the same 540 pt content width and occupies four or five lines.

Application: For similar Letter flyers, start at 8–9 pt with 10–12 pt line spacing; enlarge or reflow if the actual-size proof is hard to read. For web, use 14–16 px and 1.4–1.5 line height instead of shrinking print text. Keep qualifications visible beside or below the relevant claim, with contrast and no decorative art behind them. Size is a design reference, not a determination of legal sufficiency.

### Tables, benefit lists & supporting imagery

Observed: The front pairs a dark table header with alternating light rows. The back uses bold benefit lead-ins and small blue bars, with a badge and Champy in a separate right-hand column.

Application: Use concise column labels and consistent numeric alignment. Repeat labels when tables stack on mobile. Keep the mascot in its own space without covering copy, footnotes or the main logo. Carry forward the layout only: plan rates, savings, eligibility and coverage statements from this flyer are not evergreen brand text.

### Type scale

- Hero headline (Helvetica Neue Bold): observed print 42 pt / 49 pt leading; suggested digital 32–56 px / 1.1–1.2.
- Section heading (Helvetica Neue Bold): observed print 25 pt; suggested digital 24–32 px / 1.2.
- Intro / benefit copy (Arial; bold lead-ins): observed print 12–12.5 pt; suggested digital 16–18 px / 1.4–1.5.
- Table body / labels (Arial / Arial Bold): observed print 8.5–11 pt; suggested digital 14–16 px / 1.4.
- Disclaimers (Arial regular): observed print 8 pt / 10 pt leading; suggested digital 14–16 px / 1.4–1.5.