MNT Brand Guide 2022
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MNT Brand Guide
We’re Medical News Today.
Our goal is to create a stronger, healthier world by guiding
our naturally inquisitive audience toward a deeper
understanding of health.
This brand book is a guide for every aspect of who we are.
It starts by looking inward — understanding what we believe
in, what we’re passionate about, and what we stand for — then
uses that to inform how we interact and show up in the world.
BRAND STRATEGY
5 Our Story
6 Our North Star
7 Our Purpose
8 Our Attributes
9 Our Positioning
11 Our Audience
13 Our Benefits
14 Our Manifesto
15 Brand Summary
BRAND ELEMENTS
17 Logo
22 Typography
24 Color Palette
APPLICATION
26 Photography
32 Illustration
43 Desktop Website
BRAND
STRATEGY
OUR STORY
When MNT was founded in 2003, it was
with one clear vision: to create an accurate
and comprehensive source of health and
medical information, backed by science
and peer reviewed research, that could
empower people from all walks of life to live
their healthiest lives.
Though we’ve changed and grown over the
years — joining the Healthline Media team in
2016 and becoming the number three health
information site in the United States in 2019
— this intention has never wavered. Where
we are today is built entirely upon where we
came from. And that vision is what continues
to inspire us, excite us, and guide us through
all that we do.
OUR NORTH STAR
We break down the science and always go
the extra mile to explain how health truly works.
We don’t provide answers without explanations.
We stand
for a deeper
understanding.
OUR PURPOSE
MNT exists to
get under the
skin of health.
We fight against misinformation
in health. We ask questions, check
sources, and advocate for transparency.
We don’t accept things at face value.
OUR ATTRIBUTES
FACTS-FIRST
We believe in holding health
to scientific standards.
INQUISITIVE
We believe that every answer
should inspire more questions.
APPROACHABLE
We believe in making the
impenetrable understandable.
OUR ATTRIBUTES
• We are informative, always
keeping facts at the forefront
of what we say and do.
• We are clear, concise,
and to the point.
• We are objective and committed
to delivering scientifically backed,
peer reviewed information
in a comprehensive manner
FACTS-FIRST
We put truth at the core
of everything. We deliver
information with journalistic
precision, accuracy, and
integrity, making it simple
for our readers to get to the
heart of what we’re saying.
APPROACHABLE
We help all our readers
understand in-depth and
detailed health and wellness
content. Scientific material
can be daunting, and we
remove the barriers for those
who want to pursue the facts.
INQUISITIVE
We believe that
knowledge is a lifelong
and empowering pursuit.
We share this passion
with our readers and
want to spark curiosity
and enthusiasm in them.
• We are curious and invite our
readers to take the journey from
observation to finding with us.
• We are passionate about scientific
news and believe in the significance
of what we share.
• We are inspiring and encourage
our readers to keep questioning
and seeking new knowledge.
• We are helpful and generous, making the
impenetrable understandable, so that we
sound and feel like a human, not a textbook.
• We are supportive, meeting our readers at their
proficiency level and never dumbing things down.
• We are compassionate and caring, with a strong
belief in health equity and the principle that health
and wellness information should be inclusive
to everyone who seeks it out.
HOW IT COMES TO LIFE
HOW IT COMES TO LIFE
HOW IT COMES TO LIFE
10
We are the sweet spot between
technical medical journals and
mainstream health media.
We create space for those
who share the same inquisitive
mindset and passion for science
as medical professionals,
whether they are one or not.
MNT sits in
the space
between
passion and
profession.
OUR POSITIONING
10
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