Graphic Standards Guide

Transcription

1 Graphic Standards Guide

2 Table of Contents 1. The Importance of Brand Identity 2. Chest Disease Center Identity 3. Option 1 CDC Identity: Logo Specifications 4. Color Options 5. Applications: Brochure Covers 6. Applications: Advertisements 7. Applications: PowerPoint Template 8. Applications: Announcement/Flyer 9. Option 2 CDC Identity: Logo Specifications 10. Color Options 11. Applications: Brochure & Notepad 12. Option 3 CDC Identity: Logo Specifications 13. Applications: Interior Signage 14. Applications: Exterior Signage 15. Applications: Brochure & Presentation Cover 16. CDC Identity Text Only 16. Applications: Letterhead 17. Applications: Business Card 18. Applications: Envelopes 19. Premium Applications 20. Typography 21. Signature

3 1 The Importance of Brand Identity A carefully managed and well-implemented brand identity program will carry the Chest Disease Center at Beth Israel Deaconess Medical Center (BIDMC) to the world. To this end, it is important that all communications are clear, consistent, and compelling. To accomplish this objective we have developed a Graphic Standards Guide a comprehensive identity usage system that will allow all communications materials to reflect a common, consistent, and mutually reinforced image. Your cooperation in using the identity properly will help sustain the momentum essential to the Chest Disease Center at BIDMC. The Graphic Standards Guide explains how to use the identity, and related tools, in a way that captures both the importance and the excitement of the Chest Disease Center at BIDMC. Accurate implementation of these brand identity elements will build equity in our brand and strengthen and unify our messages in marketing communications. The Graphic Standards Guide offers specific instructions and selected design assistance to aid you in creating letters, basic brochures, visual presentations, and other printed materials that embody the Chest Disease Center s identity. We encourage you to make appropriate use of the logos, colors and typefaces by following these guidelines.

4 2 Chest Disease Center Identity The consistent use of the Chest Disease Center identity, colors, typography, and imagery promotes the Chest Disease Center and builds brand equity. Insuring proper identity use is the responsibility of everyone associated with the Chest Disease Center. The following pages will help guide you in the proper use of our identity. This identity system reflects the Chest Disease Center s strategy of leveraging its connection with Beth Israel Deaconess Medical Center and Harvard Medical School. As a result, the system was designed to incorporate three graphic elements. To address practical constraints, especially space limitations, flexibility has been built into the system. Judgment must be exercised carefully to determine the best usage in a given situation. When the choice is ambiguous, users should consult with the Marketing Department at (617) before making a decision. When reproducing the logo, use only artwork supplied with these guidelines. The logo must appear clearly and in the approved colors (see Color Identifier on page 3).

5 Option 1 Chest Disease Center Identity: Logo Specifications Color Identifier: 3 The Chest Disease Center Identity Option 1 consists of 3 locked up components: the CDC logo, BIDMC logo, and the HMS logo. The minimum clear space required around the identity is based on the width between the CDC, BIDMC, and HMS logos. One X is the minimum clear space required for the identity. No other logos or text can appear within the clear space. The minimum size for use of the Chest Disease Center Identity Option 1 is 5 wide The identity cannot be used on a busy or photographed background The identity must be used in the colors outlined to the right for the 3PMS + Black version. 1 and 2 color versions of the identity are outlined on page 4. Never attempt to redraw or recreate the brand mark elements, always use approved mechanical artwork. CDC Orange: PMS: 718 C:0 M:65 Y:100 K:4 R:200 G:78 B:0 HTML: C84E00 BIDMC Purple: PMS: 2765 C:100 M:98 Y:0 K:45 R:28 G:14 B:82 HTML: 1C0E52 HMS Red: PMS: 200 C:3 M:100 Y:66 K:12 R:183 G:18 B:52 HTML: B71234 Black: C:0 M:0 Y:0 K:100 R:0 G:0 B:0 HTML: File Identifier: CDC_BIDMC_HMS_3PMS+K.eps 5 X X In cases where it is more visually appealing and advantageous to bleed the logo, bleed it only in the grey area of the top edge. See examples on pages 5-8. X X X X X is based on the width between the CDC, BIDMC, and HMS logos.

6 Option 1 Chest Disease Center Identity: Color Options 4 File Identifier: CDC_BIDMC_HMS_3PMS+K.eps 3 PMS + BLACK LOGO The 3 PMS + black logo is best used on a white background and can be printed using 3 spot colors + 100% black or CMYK. See Color Identifier on page 3. Periwinkle Blue File Identifier: CDC_BIDMC_HMS_PMS718+K.eps 1 PMS + BLACK LOGO The 1 PMS + black logo is best used on a white background and can be printed using 1 spot color + 100% black. See Color Identifier on page 3. File Identifier: CDC_BIDMC_HMS_K.eps BLACK LOGO The 1 color logo should always be printed using 100% black and used on a white or light background. File Identifier: CDC_BIDMC_HMS_KO.eps KNOCKOUT LOGO The knockout (or white) logo is best used on a dark background.

7 Applications: Brochure Covers 5 Brochure: 5.5 x 8.5 Sabon and Frutiger should be used for brochures (see font specifications on page 20) Headline Headline

8 Applications: Advertisements 6 Announcement Ad Chest Disease Center at Beth Israel Deaconess Medical Center is proud to be recognized with one of the most prestigious awards from the American College of Surgeons Tribute Ad Sabon and Frutiger should be used for external ads and announcements (see font specifications on page 20) Rule around ad should be 4 pt When putting logo at the bottom of page attatch logo to.5 pt rule Unt ulputat et, velenim eui blaore essit wismod del iustrud tet vel ulput lut loreet nulputat num quat ing euis dolore cor iniat, velesse quatet, sed eumsandit adionse feugue dolor auguer sim quation sendips uscillan utpat venibh eum ipit prate dolore min esto dolum et, quis atis euisi tate tat, cor sent dui tat, quamet, quam, verit inciduisl diat venim quismod dolore dolobortion euipit ver accum ipsustrud et wisi bla accumsan henisim vel et, core eugait lore tationsed dolore dolorem vullamet augiat. Ibh et et, velis dio consed tat augait ullam duisit lore mincilis auguera essit, sum in et, quissequisim adipism odignibh eummy num nostrud dolorerat, qui bla faccum Chest Disease Center at Beth Israel Deaconess Medical Center 330 Brookline Avenue Boston, MA New Patients Welcome Chest Disease Center at Beth Israel Deaconess Medical Center congratulates John Frangioni, MD, PhD for the Edward M. Kennedy Award for Healthcare Innovation

9 Applications: PowerPoint Template 7 PowerPoint Template File Identifier: CDC_PowerPoint.ppt Arial should be used for PowerPoint presentations (see font specifications on page 20)

10 Applications: Announcement/Informational Flyer 8 Announcement/Informational Flyer File Identifier: CDC_Announcement.doc Announcement Met vel doloreet, veliqui er alit wis acil et do od erat. Sed tat ea commolut lutet irilisim init dignisl dolupta tumsan eu feugait ad eui bla feuipisse dolore consect etueraesed exerill amconul laorem diamcommy nulluptat am ver se eliquat. Exer ationum delis nim venilor si. Do dip eugue conum quatem veleseq uismodolent praesto dolut wis nosto core tat nim iriureet, quamet velisissi. Pat la facilit lan utpat adiam quipit iuscin henis dolobore con henibh enisi. Na consequatem ip eros dolortinibh eugue do doluptatet lute faciduipsum aciliquis dolorpe rostrud ming ero dolobo nisit nos augait autpate. Times New Roman should be used for internal announcements or flyers (see font specifications on page 20)

11 Option 2 Chest Disease Center Identity: Logo Specifications 9 The Chest Disease Center Identity Option 2 should only be used when the horizontal space available is less than 5 wide. The minimum clear space required around the identity is based on the width between the CDC and BIDMC logos. One X is the minimum clear space required. No other logos or text can appear within the clear space. The minimum size of the identity is 2.75 wide The identity cannot be used on a busy or photographed background The identity must be used in the colors outlined on page 3. Never attempt to redraw or recreate the brand mark elements, always use approved mechanical artwork. File Identifier: CDC_BIDMC_2PMS.eps 2.75 X X In cases where it is more visually appealing and advantageous to bleed the logo, bleed it only in the grey area of the top edge. See examples on page 11. X X X X is determined by the width of the space between the logos.

12 Option 2 Chest Disease Center Identity: Color Options 10 File Identifier: CDC_BIDMC_2PMS.eps 2 PMS LOGO The 2 PMS logo is best used on a white background and can be printed using 2 spot colors or CMYK. See Color Identifier on page 3. Periwinkle Blue File Identifier: CDC_BIDMC_PMS718+K.eps 1 PMS + BLACK LOGO The 1 PMS + black logo is best used on a white background and can be printed using 1 spot color + 100% black. See Color Identifier on page 3. File Identifier: CDC_BIDMC_K.eps BLACK LOGO The 1 color logo should always be printed using 100% black and used on a white or light background. File Identifier: CDC_BIDMC_KO.eps KNOCKOUT LOGO The knockout (or white) logo is best used on a dark background.

13 Applications: Brochure & Notepad 11 Notepad Tri-fold Brochure: 3.65 x 8.5 Complete Care Back I can t say enough about having my treatment there. Bruce MacDonald BIDMC patient If the HMS logo cannot be used on the front of a brochure it should be used on the back. Although standard note pads are 5.5 wide and could contain the 3 logo lock up that includes the HMS logo, cost can often be an issue. This option would be a less expensive 2 color print job.

14 Option 3 Chest Disease Center Identity: Logo Specifications 12 The Chest Disease Center Identity Option 3 (modular) allows the Chest Disease Center box logo to act independently from the BIDMC and HMS logos. The BIDMC and HMS logos should remain in the horizontal alignment outlined below, but the Chest Disease Center box logo can move independently. This version should only be used by a professional designer. File Identifier: CDC_PMS718.eps and BIDMC_HMS_L_7line_2PMS+K.eps

15 Applications: Interior Signage 13 Chest Disease Center signage within BIDMC Suite 200 Chest Disease Center Malcolm M. DeCamp, MD Sidhartha Gangadharan, MD Michael Kent, MD Armin Ernst, MD Adnan Majid, MD Gaetane Michaud, MD

16 Applications: Exterior Signage 14 Table Scarf: 3 x 6 Banner: 4 x 6

17 Applications: Brochure & Presentation Cover 15 Please note: this version should only be used by a professional designer. Brochure: 8.5 x 11 Presentation Cover: 11 x 8.5 Graphic Standards Guide

18 Chest Disease Center Identity Text Only: Letterhead 16 CDC letterhead These text only versions of the Chest Disease Center identity should only be used on business cards and letterhead, where the BIDMC logo is already preprinted. The CDC logo cannot be used without reference to BIDMC. Chest Disease Center Malcolm M. DeCamp, MD Chief, Division of Cardiothoracic Surgery Beth Israel Deaconess Medical Center 330 Brookline Avenue Shapiro 9 Boston, MA (617) Phone (617) Fax Date xx, 200xx Judy Doe Beth Israel Deaconess Medical Center 330 Brookline Ave, Gryzmish 216 Boston, MA Dear Judy, Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consete tur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. The letterhead sample (left) uses a Microsoft Word template. BIDMC uses a universal stationery template that centers and institutes will customize with Word text in the left margin. Each will be supplied with its own Word template. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam non umy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam non umy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr. Sincerely, James Doe Chest Disease Center Malcolm M. DeCamp, MD Chief, Division of Cardiothoracic Surgery Beth Israel Deaconess Medical Center 330 Brookline Avenue apiro 9 n, MA Phone Date xx, 200xx Judy Doe Beth Israel Deaconess Medic 330 Brookline Ave, Gryzmis Boston, MA Dear Judy, Lorem ipsum ut labo Microsoft Word template specs: Body Times New Roman 10.5 pt Affiliated with Joslin Clinic A Research Partner of Dana-Farber/Harvard Cancer Center Official Hospital of the Boston Red Sox Name Times New Roman Bold 8 pt Title Times New Roman Italic 8 pt Address Times New Roman 8 pt Do not alter these specifications.

19 Applications: Business Card 17 These text only versions of the Chest Disease Center identity should only be used on business cards and letterhead where the BIDMC logo is pre-printed. The Chest Disease Center logo cannot be used without reference to BIDMC. The business card sample (right) is printed in black ink only on BIDMC generic business card shells. There are limited options for personalization per Center or Institute. Business cards should only be ordered and printed by an approved BIDMC printer. Chest Disease Center business card Chest Disease Center Malcolm M. DeCamp, M.D. Chief, Division of Cardiothoracic Surgery 330 Brookline Avenue Shapiro 9 Boston, MA (617) Phone (617) Fax mdecamp@bidmc.harvard.edu

20 Chest Disease Center Identity Text Only: Envelopes 18 Envelopes should only be ordered and printed by an approved BIDMC printer. BIDMC hospital-wide envelope for use by the Chest Disease Center in Boston Address service requested 330 Brookline Avenue Boston, MA Name/department, Building, room #

21 Premium Applications 19 Reproducing the Chest Disease Center visual brand on premiums and clothing should be treated as an extension of the overall brand experience. Selection of premiums should be done with respect to the integrity of the Chest Disease Center brand. Avoid selecting premiums that do not reflect a positive image, or where physical application is difficult to manufacture. Premium items require custom designs due to the limited space and shape of items. Please consult a professional designer when applying the brand to premiums. When the BIDMC logo is printing smaller than 1.75, please refer to the hospital-wide standards for use of the 4 line caduceus version. Soft Baseball: Chest Disease Center Frutiger 65 Bold is the typeface for the Chest Disease Center logotype and should be used when applying text to premium items (see font specifications on page 20) Tee Shirt: Celebration of Life 2009 Stethoscope: Jar Opener: Chest Disease Center Chest Disease Center Tag Chest Disease Center Chest Disease Center Logo on back side of stethoscope

22 Typography 20 The Center s typography consists of two typefaces: Sabon and Frutiger. Both typefaces come in a variety of weights and offer flexibility of use. Commitment to these typefaces will create a consistent and strong identity. The font used in the Center s box is Frutiger 65 Bold. Times New Roman can only be used in Microsoft Word documents: letterhead templates (page 16) internal announcement/flyer (page 8) Arial can ONLY be used for: PowerPoint template (page 7) signature (page 21) Sabon Frutiger Times New Roman Arial Sabon Roman Sabon Small Caps & Oldstyle Figures Sabon Italic Sabon Italic Oldstyle Figures Sabon Bold Sabon Bold Oldstyle Figures Sabon Bold Italic Sabon Bold Italic Oldstyle Figures Frutiger 47 Light Condensed Frutiger 57 Condensed Frutiger 67 Bold Condensed Frutiger 77 Black Condensed Frutiger 87 Extra Black Condensed Frutiger 45 Light Frutiger 46 Light Italic Frutiger 55 Roman Frutiger 56 Italic Frutiger 65 Bold Frutiger 66 Bold Italic Frutiger 75 Black Frutiger 76 Black Italic Frutiger 95 Ultra Black Regular Italic Bold Bold Italic Regular Italic Bold Bold Italic

23 Signature 21 Dr. Name <title1> <title 2> Beth Israel Deaconess Medical Center Chest Disease Center <Affiliate name> 330 Brookline Ave Boston, MA (617) Phone (617) Fax Body text: should be set on your computer as default to Arial, Regular, 11pt, Black Name: Arial, Bold, 11pt, Black Title & Address: Arial, Regular, 11pt, Black BIDMC Center/Institute Name: Arial, bold, 11pt, Black (Affiliate Name: Arial, Bold Italic, 11pt, if needed) Address & Phone: Arial, Regular, 11pt, Black

24 Questions? Contact the BIDMC Marketing Department at (617)