UnityPoint Health Brand Standards & Template Use

Transcription

1 UnityPoint Health Brand Standards & Template Use Basic Brand Standards To Know Tips for Using Templates FONTS: Titles = Georgia Body = Arial COLORS: UPH Blue RGB: 0, 82, 155 Teal RGB: 0, 143, 190 Orange RGB: 237, 119, 0 Magenta RGB: 158, 26, 150 LOGOS: See attached Logo Do s and Don ts cheat sheet. IMAGES: photos are preferred Please be sure to only use royalty-free graphics. Images snagged from the internet are probably copyrighted. Our source is Thinkstock.com. You can go to this website and search for images. When you find one you d like to use I ll be happy to download it for you. I will need the ID# of the image in order to find/download it. Since we have a limited number of seats for Thinkstock.com, Allen associates can search all they want; but Marketing will need to download the image for you. BRAND REFERENCE & EN DASH USAGE: See attached Brand Reference Standards cheat sheet for examples of the correct way to write references to UnityPoint Health and UnityPoint Clinic entities. The flyer templates should all be preset with correct fonts and colors. NOTE: It doesn t hurt to double-check the font and colors just to be sure. TEXT & TITLES: I recommend putting all text and titles into text boxes. It s much easier to adjust the text within the template layout than by just typing on the page itself. BASIC DON Ts Don t change the size of the margins. Don t change the layout of the page. Don t change the font or color. APPROVED CUSTOMIZATION Decrease font size. Use bold, italics, underline. Add bulleted or numbered lists. How to double-check colors: TEXT: Click to place cursor within color text Click Font Color box > More Colors Click Custom tab; check/repair RGB numbers SHAPE: Double-click color shape to select and open Drawing Tools ribbon Click Shape Fill box > More Fill Colors Click Custom tab; check/repair RGB numbers Before printing/mailing your items, please send to Marketing for a quick review of content and brand standards.

2 Typography - Digital or Substitute (Internal) Fonts UnityPoint Health Web Typography fonts should be used primarily for web and digital platforms. However, these fonts can also act as substitutes for print materials if you do not have access to our marketing fonts (i.e. letterheads, PowerPoint presentations, internal fliers, etc.). For Headlines and Prominant Text Georgia Regular Italic Bold Bold Italic For Body Copy Arial Regular Italic Bold Bold Italic Example: Use Georgia for Your Headline Use Georgia Italic for Your Subheader Use Arial Regular for body copy.

3 Color Palette - Primary, Secondary & Tertiary Primary Color Palette COLOR CODES CMYK: For Print RGB: For Digital, Web or Microsoft HEX: For Digital, Web or Microsoft PMS: Pantone Matching System CMYK: 100, 69, 0, 11 RGB: 0, 82, 155 HEX: 00529B PMS: 287 C CMYK: 0, 0, 0, 100 RGB: 0, 0, 0 HEX: PMS: Black The primary color palette is present in our logo and is intended for universal usage throughout all design as an immediate identifier. This palette should be used at all times. Use these colors for main headers and backgrounds, prominent text, etc. Secondary Color Palette CMYK: 100, 23, 19, 0 RGB: 0, 143, 190 HEX: 008FBE PMS: 313 C CMYK: 3, 64, 100, 0 RGB: 237, 119, 0 HEX: ED7700 PMS: 716 C CMYK: 44, 99, 0, 0 RGB: 158, 26, 150 HEX: 9E1A96 PMS: 254 C The secondary color palette creates a vibrant, complimentary balance for design accents. They should always be used in support of the primary color palette. Use these colors for subheaders, accent graphics, standout body copy, etc. Tertiary Color Palette CMYK: 47, 61, 83, 44 RGB: 94, 69, 42 HEX: 5E452A PMS: 462 C CMYK: 17, 16, 42, 0 RGB: 214, 202, 158 HEX: D6CA9E PMS: 4545 C The tertiary color palette creates a balanced combination with the secondary palette. When pairing colors together, use a combination of secondary and tertiary colors, not all secondary or all tertiary. Use these colors for subtle accents like on a background.

4 Section 2: Logo Guidelines - Logo Do s and Don'ts Do's Use logo as is on approved light colored background colors Use blue and white keyline version on approved background color values These examples do not illustrate every acceptable use of the UnityPoint Health logo. Beyond these options, the safest and best way to maintain our brand communications is to minimize alterations to the logo. Use approved black and white versions CLEAR SPACE Place the logo on photos that don't compete with it Use logo as is on approved background colors Only use reversed white version on limited color media Scale the logo proportionally TIP: In Microsoft Word, PowerPoint and Publisher: Resize the logo by pulling from a CORNER handle. Never the side handles. In Publisher XP and Publisher 2003: Select the object. Hold down SHIFT. Move the mouse pointer over one of the corner handles and then click and drag the mouse. Release the mouse button before you release SHIFT. NOTE: If you inadvertently stretch the logo out of proportion, do not try to stretch it back into place. Delete it and re-import it. 3/2014

5 Section 2: Logo Guidelines - Logo Do s and Don'ts Don'ts Do not flip the logo Do not place the logo on a busy pattern or photo These examples do not illustrate every unacceptable use of the UnityPoint Health logo. Beyond these restrictions, the safest and best way to maintain our brand communications is to minimize alterations to the logo. Do not adjust the proportions of the logo Do not reverse the logo with a blue interior cross Do not use the mark without the wordmark Do not use the wordmark without the mark Do not use white versions on light color backgrounds Do not use drop shadows behind the logo Do not alter individual components of the logo Do not apply effects to the logo Do not modify the colors of the logo Do not angle the logo 3/2014

6 Verbal Communications & Voice - Cheat Sheet Brand Reference Standards Verbal & written reference The UnityPoint should always be treated as one word, not two words. No space between Unity and Point is allowed. Additionally, UnityPoint Health should always be set in upper and lower case unless set as a website url or address. Abbreviations such as UnityPoint or UPH or UP or UH should not be used. Do not place an s at the end of UnityPoint Health. The same principle applies to all other entities. Regional self-reference for print and spoken messaging When referring to a regional entity in print or for automated messaging (such as telephone responses), the following guidelines should be used to develop a uniform brand name with a local point of reference. Use the logo guidelines to determine whether the self-reference will use UnityPoint Health, UnityPoint Clinic or UnityPoint at Home as a base. Include an en dash between entities for written references. Do not use a hyphen, em dash, forward slash or back slash. There is often confusion between a hyphen, en dash and em dash. Notice the difference in lengths below: Hyphen: - (shortest) En Dash: (middle) Em Dash: (longest) USE THIS ONE! TIPS: Key Commands Description Symbol On a MAC In Windows En Dash option+hyphen Alt+0150 or Ctrl+Num- (top right key on your number pad) Vertical Line Shift+\ (back slash, key above Enter)

7 Verbal Communications & Voice - Cheat Sheet For entities under the UnityPoint Health reference: FIRST REFERENCE: UnityPoint Health [Full Entity Name] Example #1: UnityPoint Health Trinity Example #2: UnityPoint Health John Stoddard Cancer Center SECOND REFERENCE: [Informal Name, Shortened] Example #1: Trinity Example #2: John Stoddard ACCEPTABLE FORMS: In the Cedar Rapids region: UnityPoint Health St. Luke s Hospital UnityPoint Health Jones Regional Medical Center UnityPoint Health St. Luke s Foundation UnityPoint Health Cedar Rapids In the Des Moines region: UnityPoint Health Blank Children s Hospital UnityPoint Health Iowa Methodist Medical Center UnityPoint Health Iowa Lutheran Hospital UnityPoint Health Methodist West Hospital UnityPoint Health Methodist Lutheran Blank UnityPoint Health John Stoddard Cancer Center UnityPoint Health Foundation UnityPoint Health Des Moines In the Dubuque region: UnityPoint Health Finley Hospital UnityPoint Health Finley Foundation (future) UnityPoint Health Dubuque In the Fort Dodge region: UnityPoint Health Trinity Regional Medical Center UnityPoint Health Berryhill Center UnityPoint Health Trinity Foundation UnityPoint Health Fort Dodge In the Peoria region: UnityPoint Health Methodist UnityPoint Health Methodist Medical Center Foundation UnityPoint Health Peoria In the Quad Cities region: UnityPoint Health Trinity UnityPoint Health Trinity Bettendorf UnityPoint Health Trinity Moline UnityPoint Health Trinity Muscatine UnityPoint Health Trinity Rock Island UnityPoint Health Robert Young Center UnityPoint Health Trinity Health Foundation UnityPoint Health Quad Cities/Muscatine In the Sioux City region: UnityPoint Health St. Luke s UnityPoint Health St. Luke s Foundation UnityPoint Health Sioux City In the Waterloo region: UnityPoint Health Allen Hospital UnityPoint Health Allen Foundation UnityPoint Health Waterloo

8 Verbal Communications & Voice - Cheat Sheet For entities under the UnityPoint Clinic reference: An en dash does not need to be used between UnityPoint Clinic or specialty or locator. FIRST REFERENCE: UnityPoint Clinic [Local Clinic Specialty Locator] Example: UnityPoint Clinic Pediatrics Ankeny Note: When spoken, UnityPoint Clinic Pediatrics at Ankeny is acceptable. SECOND REFERENCE: UnityPoint Clinic [Local Clinic Specialty] Example: UnityPoint Clinic Pediatrics For entities under the UnityPoint at Home reference: REFERENCE: UnityPoint at Home For reference to service lines, departments and other entities that are not included in a Tier 1 or 2 logo architecture: FIRST REFERENCE: UnityPoint Health [Hospital Name] [Entity Name] Example #1: UnityPoint Health Finley Hospital Therapy Services If it is preferred to list the specialty first, use the following alternative: Alternative: Therapy Services at UnityPoint Health Finley Hospital SECOND REFERENCE: [Entity Name] Example: Therapy Services For regions of UnityPoint Health: Regional reference will be used frequently:...recognizes an OSC, Foundations, Colleges, etc = ALL entities within your region...is in the case where a region must be distinct from the other seven regions or the entire system...is in the case where the signoff is too long, the regional logo can certainly stand in for the OSC if necessary. ACCEPTABLE FORMS: UnityPoint Health Cedar Rapids UnityPoint Health Des Moines UnityPoint Health Dubuque UnityPoint Health Fort Dodge UnityPoint Health Peoria UnityPoint Health Quad Cities/Muscatine UnityPoint Health Sioux City UnityPoint Health Waterloo Normally, these should be listed alphabetically. [Exception: if accompanying a map or other geographic reference, it may be better to list them in a geographic order]

9 Brand Central Template Instructions These templates are a starting point. If your needs are more specific than what is available, please make adjustments that do not stretch too far from the templates provided. Letterhead Instructions Pre-Printed Letterhead Pre-Printed Standard Letterhead includes either a logo only or both a logo and general contact information that should be set-up, printed and delivered to you by the Printshop. Customize a blank letter template then run your pre-printed sheets through your in-office printer. o These versions should be used when distributing to patients or large external audiences If general contact information has been pre-printed, simply delete the contact information in the upper right hand corner of the blank letter template and customize the body of your letter. If only the logo has been pre-printed, customize both the body of your letter and departmentalized contact information in the upper right hand corner of the blank template. On-Demand Letterhead If you do not have a pre-printed letterhead available to you for an immediate need, On-Demand Letterhead templates are for in-office printing or digital presentation. o 2 color versions are for digital presentation only. o Black and white versions may be printed for internal audiences only. Entity specific contact information should be customized in the upper right hand corner using a blank letter template. For All Templates Approved Customization Decrease font size Bold, italics, underline Add bulleted or numbered lists DO NOT Stretch, resize, distort or move the logo header Save the logo to your computer for repurposing or redistribution Change the size of the margins Change the layout of the page Change the font or color For more questions, contact your local marketing department.