Reform Alert - News from the Blues' Office of National Health Reform

CMS releases the Marketplace Brand Guide

May 6, 2013

On March 26, the Centers for Medicare and Medicaid Services released its brand guide containing information on the Health Insurance Marketplace identity mark. It is meant to unify the consumers’ experiences and expectations associated with the Marketplace, and express them consistently.

The Health Insurance Marketplace identity mark is available for use by the Department of Health and Human Services’ (HHS) staff for official Marketplace products. It also is available for use by approved state Marketplaces through the password-protected State resource web portal without any additional approvals from HHS. HHS encourages these entities to use this identity mark to promote and identify the Marketplace whenever possible.

Other entities seeking to use this identity mark must seek individual approval from the Centers for Medicare and Medicaid Services’ Office of Communications by sending a request. Requests will be considered on a case-by-case basis. The request must include the following information:

  • Requestor’s name, address, phone number
  • Organization name
  • Does the organization have a current contract with CMS?
  • Project name (if applicable)
  • Contract number (if applicable)
  • Period of performance for CMS contract (mm/dd/yyyy – mm/dd/yyyy) (if applicable)
  • CMS contact person (Contracting Officer’s Representative)
  • Where and how will the mark be used? (example or description)

State partnership Marketplaces (SPM) that want to reproduce and distribute Health Insurance Marketplace materials developed by HHS may add a state seal or identity mark to those materials, but cannot remove the HHS seal or Health Insurance Marketplace identity mark.

Where can I find more information?
More information can be found in the Marketplace Brand Guide.

The information in this document is based on preliminary review of the national health care reform legislation and is not intended to impart legal advice. The federal government continues to issue guidance on how the provisions of national health reform should be interpreted and applied. The impact of these reforms on individual situations may vary. This overview is intended as an educational tool only and does not replace a more rigorous review of the law’s applicability to individual circumstances and attendant legal counsel and should not be relied upon as legal or compliance advice. As required by US Treasury Regulations, we also inform you that any tax information contained in this communication is not intended to be used and cannot be used by any taxpayer to avoid penalties under the Internal Revenue Code.