II. COLOR PALETTE Primary p. 18 Secondary p. 18. III. TYPOGRAPHY Primary typography p. 19 Secondary typography p. 20 Default typography p.

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1 STYLE GUIDE 2016

2 TABLE OF CONTENTS I. LOGO Introduction p. 3 Primary logo: Full-color application p. 4 One-color applications p. 5 Reverse applications: p. 6 Two-color p. 6 One-color p. 7 With tagline p. 8 With departmental descriptor p. 9 Secondary logo: Horizontal formate p. 10 Reverse applications: Two-color p. 11 One-color p. 12 With tagline p. 13 With departmental descriptor p. 14 Clear space guidelines p. 15 Minimum size guidelines p. 16 Improper usage guidelines p. 17 II. COLOR PALETTE Primary p. 18 Secondary p. 18 III. TYPOGRAPHY Primary typography p. 19 Secondary typography p. 20 Default typography p. 21 DBHIDS STYLE GUIDE P.2

3 PRIMARY LOGO introduction A stately union of the departments s components, the DBHIDS logo creates a dignified identity. The image is a noble and familiar variation of the previous logo, keeping four rings representing OAS, DBH, CBH and IDS. Cropping shares the stable form of the updated initials: DBHIDS. The mark is anchored by the Department of Behavioral Health and Intellectual disability name typeset in Requiem a traditional serif typeface that offers excellent legibility. PREVIOUS LOGO c.2008 City of Philadelphia dbhmrs recovery resilience self-determination PMS or PANTONE Matching System is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the PANTONE Color Standards; use PANTONE chips for accurate color matching. DBHIDS STYLE GUIDE P.3

4 PRIMARY LOGO full-color application The full-color application of the primary DBHIDS logo is shown below, with the mark in DB- HIDS blue (PMS 534 C), and the rings in (PMS Cool Gray 4 C). PMS 534 C PMS Cool Gray 4 C PMS Black PMS or PANTONE Matching System is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the PANTONE Color Standards; use PANTONE chips for accurate color matching. DBHIDS STYLE GUIDE P.4

5 PRIMARY LOGO one-color application While the full-color DBHIDS logo is preferred for use in most cases, a one-color version may be more appropriate for certain applications. Shown below are the acceptable onecolor applications in which the logo may appear: black, DBHIDS blue (PMS 534 C) DBHIDS Gray (PMS Cool Gray 4 C), or DBHIDS gold (PMS 7407 C). PMS Black PMS 534 C PMS Cool Gray C PMS 7407 C PMS or PANTONE Matching System is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the PANTONE Color Standards; use PANTONE chips for accurate color matching. DBHIDS STYLE GUIDE P.5

6 PRIMARY LOGO reverse application: two-color In circumstances in which the DBHIDS logo appears in DBHIDS gray (PMS Cool Gray C) (on a solid, dark background (such as black or DBHIDS blue, as shown), several minor modifications have been made to the mark to ensure optimal legibility and visual impact. Please use the artwork provided. LOGO PMS Cool Gray C BACKGROUND PMS 534 C LOGO PMS Cool Gray C BACKGROUND PMS Black PMS or PANTONE Matching System is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the PANTONE Color Standards; use PANTONE chips for accurate color matching. DBHIDS STYLE GUIDE P.6

7 PRIMARY LOGO reverse application: one-color In circumstances in which the DBHIDS logo appears reversed out in white on a solid, dark background (such as black, DBHIDS blue, or black, as shown), several minor modifications have been made to the mark to ensure optimal legibility and visual impact. Please use the artwork provided LOGO REVERSED OUT OF PMS 543 C LOGO REVERSED OUT OF PMS Black PMS or PANTONE Matching System is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the PANTONE Color Standards; use PANTONE chips for accurate color matching. DBHIDS STYLE GUIDE P.7

8 PRIMARY LOGO with tagline The primary DBHIDS logo with the tagline Recovery Resilience Self-Determination appears below the department initials and name. The tagline should appear in DBHIDS blue (PMS 534 C) with black bullets and Gotham Book typeface, as indicated. All the same color and clear space guidelines apply to the primary and secondary logos. PMS 543 C PMS Cool Gray C PMS BLACK Recovery Resilience Self-Determination PMS 543 C PMS BLACK Gotham Book Recovery Resilience Self-Determination DBHIDS STYLE GUIDE P.8

9 PRIMARY LOGO with departmental descriptor The primary DBHIDS logo consists of the vertical format with departmental descriptor centered below the unit/division/group name. The departmental extender should appear in DBHIDS blue (PMS 534 C), and Gotham Book typeface as indicated. All the same color and clear space guidelines apply to the primary and secondary logo. PMS 543 C PMS Cool Gray C PMS BLACK Department Descriptor PMS 543 C Gotham Book Strategic Planning Division Trauma Advisory Group DBHIDS STYLE GUIDE P.9

10 SECONDARY LOGO horizontal format The secondary DBHIDS logo is a horizontal rendering of all the primary logo elements, with the mark to the left of the department initials, and is for use in all applications in which a horizontal format is appropriate. All the same color and clear space guidelines apply to the primary and secondary logos. DBHIDS STYLE GUIDE P.10

11 SECONDARY LOGO reverse applications: two-color In circumstances in which the DBHIDS secondary logo appears in DBHIDS gray (PMS Cool Gray C) on a solid, dark background (such as black, or DBHIDS blue, as shown), several minor modifications have been made to the mark to ensure optimal legibility and visual impact. Please use the artwork provided. LOGO PMS Cool Gray C BACKGROUND PMS 543 C LOGO PMS Cool Gray C BACKGROUND PMS Black PMS or PANTONE Matching System is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the PANTONE Color Standards; use PANTONE chips for accurate color matching. DBHIDS STYLE GUIDE P.11

12 SECONDARY LOGO reverse applications: one-color In circumstances in which the DBHIDS secondary logo appears reversed out in white on a solid, dark background (such as black, DBHIDS blue as shown), several minor modifications have been made to the mark to ensure optimal legibility and visual impact. Please use the artwork provided. LOGO REVERSED OUT OF PMS 534 C LOGO REVERSED OUT OF PMS Black PMS or PANTONE Matching System is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the PANTONE Color Standards; use PANTONE chips for accurate color matching. DBHIDS STYLE GUIDE P.12

13 SECONDARY LOGO with tagline The secondary DBHIDS logo consists of the horizontal format with the tagline Recovery Resilience Self-Determination appearing below the department initials. The tagline should appear in DBHIDS blue (PMS 534 C) and Gotham Book typeface as indicated. In this format, several minor modifications have been made to the placement of the DBHIDS type to ensure optimal legibility. Please use the artwork provided. All the same color and clear space guidelines apply to the primary and secondary logos. PMS 543 C PMS Cool Gray C PMS BLACK Recovery Resilience Self-Determination PMS 543 C PMS BLACK Gotham Book Recovery Resilience Self-Determination PMS or PANTONE Matching System is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the PANTONE Color Standards; use PANTONE chips for accurate color matching. DBHIDS STYLE GUIDE P.13

14 SECONDARY LOGO with departmental descriptor The secondary DBHIDS logo consists of the horizontal format with departmental descriptors appearing below the school name. The departmental extender should appear in DBHIDS blue (PMS 534 C), as indicated. In this format, several minor modifications have been made to the placement of the DBHIDS type to ensure optimal legibility. Please use the artwork provided. All the same color and clear space guidelines apply to the primary and secondary logos. PMS 543 C PMS Cool Gray C PMS BLACK Department Descriptor PMS 543 C Gotham Book Strategic Planning Division Trauma Advisory Group PMS or PANTONE Matching System is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the PANTONE Color Standards; use PANTONE chips for accurate color matching. DBHIDS STYLE GUIDE P.14

15 CLEAR SPACE GUIDELINES To ensure that the DBHIDS logo maintains distinction from all other graphic elements, no type, symbols, or marks of any kind should intrude in the clear space area indicated a space equal to the proportional height of the S. DBHIDS STYLE GUIDE P.15

16 MINIMUM SIZE GUIDELINES To ensure maximum legibility and impact of the DBHIDS logo, it should not appear at any size smaller than those indicated below;.735 for the primary logo with no tagline, for the primary logo with tagline and departmental descriptor, and.45 for the secondary logo with no tagline,.875 for the secondary logo with tagline and departmental descriptor " 1.087" Recovery Resilience Self-Determination 0.4" 0.875" Recovery Resilience Self-Determination DBHIDS STYLE GUIDE P.16

17 IMPROPER USAGE GUIDELINES The examples provided below address the most obvious misuses of color and structure for the DBHIDS logo. DO NOT USE THE LOGO IN ANY COLOR COMBINATION OTHER THAN THOSE APPROVED IN THIS STYLE GUIDE. DO NOT SKEW, STRETCH OR DISTORT THE LOGO. DO NOT ALTER THE SIZE OR POSITIONING RELATION- SHIP BETWEEN THE TYPE AND THE MARK. DO NOT APPLY A DROP SHADOW TO THE LOGO DO NOT USE PRIMARY LOGO ON WHITE VERSION. USE THE ARTWORK PROVIDED. DO NOT PLACE THE LOGO OVER A DISTRACTING BACKGROUND. DBHIDS STYLE GUIDE P.17

18 COLOR PALETTE primary The DBHIDS brand primary color palette is comprised of three colors DBHIDS maroon, DBHIDS gray, DBHIDS gold and black. Please refer to the corresponding PANTONE, RGB, and CMYK breakdowns indicated below. PMS 541 CP R:22 G:75 B:125 C:82 M:40 Y:0 K:51 PMS 1345 CP R:238 G:192 B:58 C:0 M:12 Y:49 K:7 PMS 656 R: 227 G:235 B:237 C:11 M:8 Y:7 K:0 COLOR PALETTE secondary The DBHIDS brand primary color palette is comprised of three colors DBHIDS maroon, DBHIDS gray, DBHIDS gold and black. Please refer to the corresponding PANTONE, RGB, and CMYK breakdowns indicated below. PMS 1955 CP R:115 G:0 B:46 C:0 M:100 Y:60 K:55 PMS 526 CP R:162 G:217 B:255 C:66 M:92 Y:6 K:0 PMS BLACK 6 CP R:0 G:0 B:0 C:0 M:0 Y:0 K:100 PMS or PANTONE Matching System is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the PANTONE Color Standards; use PANTONE chips for accurate color matching. DBHIDS STYLE GUIDE P.18

19 TYPOGRAPHY primary Requiem was selected as the DBHIDS typeface for its traditional appeal. Three versions of this typeface may be used for the applications indicated: Requiem text roman small caps should be used for headlines; Requiem text roman should be used for "of", "and", and "dis" in the headline; and Requiem display roman should be used for all other applications, including body copy. requiem text roman small caps: a b c d e g h i j k l m n o p q r s t u v w x y z example headline usage at 14pt: lorem ipsum dolor sit amet. Requiem Display Roman: abcdeghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Example Sub-head Usage at 10pt: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi placerat sapien quis metus vestibulum vel varius lacus elementum. Donec semper justo et libero scelerisque vitae pulvinar nisl molestie. Lorem ipsum dolor sit amet, consectetur adipiscing elit. DBHIDS STYLE GUIDE P.19

20 TYPOGRAPHY secondary Gotham and Franklin Gothic were selected as the secoundary DBHIDS typefaces. Three versions of this typeface may be used for the applications indicated: Gotham bold caps should be used for headlines only; Gotham book should be used for sub-headings. gotham bold caps: a b c d e g h i j k l m n o p q r s t u v w x y z example headline usage at 14pt: lorem ipsum dolor sit amet. Gotham Book: abcdeghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Example Sub-head Usage at 11pt: Lorem ipsum dolor sit amet, consectetur adipiscing elit. DBHIDS STYLE GUIDE P.20

21 TYPOGRAPHY default The DBHIDS default typeface is Times New Roman. This typeface should only be used when Requiem is not available Trajan Pro Bold: a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Example Sub-head Usage at 11.5pt: Lorem ipsum dolor sit amet, consectetuer adipiscing elit sed diam nonummy. Times Roman: a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Example Usage at 10pt: Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.amus rutrum condimentum pulvinar DBHIDS STYLE GUIDE P.21

22 MARKETING introduction The DBHIDS brand identity has been exteded into a variety of applications that serve as representatives for the brand to external audiences, and help reinforce a consistent image for the department in all its communications. DBHIDS STYLE GUIDE P.22

23 MERCHANDISE examples The examples offered on pages 23 through 24 of this style guide offer a variety of options for how the various individual elements of the DBHIDS brand system can extend into wearable merchandise applications that promote the department. DBHIDS STYLE GUIDE P.23

24 MERCHANDISE examples cont. DBHIDS STYLE GUIDE P.24

25 SIGNAGE exterior examples The DBHIDS identity should be consistently communicated throughout the physical campus environment. The example shown below represents an external building application designed to maximize visibility and impact. Please note that while the artwork is not to scale, the recommended configuration and color should be followed exactly DBHIDS STYLE GUIDE P.25