VISUAL IDENTITY GUIDELINES (AUGUST 2016) KE E P I N G TH E CO M FO RTS O F H O ME

Transcription

1 VISUAL IDENTITY GUIDELINES () KE E P I N G TH E CO M FO RTS O F H O ME

2 The Comfort Keepers Brand NO ASSET IS MORE VALUABLE than a company s image and reputation. A well-defined and consistent identity is crucial to achieving the highest possible awareness and relationship with consumers and referral audiences. CK Franchising, Inc. (CKFI) has invested substantial time and resources in ensuring an effective market position and compelling creative elements for the Comfort Keepers brand. Corporately owned offices and franchise owners, per their franchise agreements, are obligated to adhere to the standards of the brand. In order to maintain this high level of market identity, it is essential that each business that presents Comfort Keepers in the marketplace does so with adherence to the organization s branding guidelines. From logo treatments and type faces to messaging and photography, all elements work together to create a compelling position for our network. In order to provide guidance in the application of the Comfort Keepers graphics and communications standards, we have created this reference for your active use in your marketing and advertising efforts. What is Branding? Branding expresses the rational and emotional benefits of a company, product, or service to the marketplace. The Comfort Keepers brand identity is the direct result of extensive research with clients, input from our franchise owners, reflection by our management/marketing team, and tremendous creative input and refinement. Here are the key elements of a brand identity: A meaningful and compelling benefit or brand promise of what we stand for with consumers and stakeholders Strong reasons to believe Comfort Keepers is able to provide benefits to customers and prospects Consistent elements, including visuals and graphics, that present a unique identity and express the intangible attributes of the organization Contact Us Should you have questions regarding the use of Comfort Keepers logos, colors, messaging, photography or other communications, please direct them to one of the following members of the CKFI marketing team: Terry Carity Marketing Product and Traffic Manager OR Joni Magnus-Ramsey Senior Marketing Manager OR Mary Bowman Executive Vice President, Marketing & Communications CKFI 6640 Poe Avenue, Suite 200 Dayton, OH Phone: (937) Toll-Free: (800) Fax: (937) ComfortKeepers.com Resources Online Find brand materials online at: CKBrand.com 2

3 Table of Contents COPYRIGHT... 4 TRADEMARKED STATEMENTS... 5 LOGO... 6 PROGRAM LOGOS...10 LOGO USAGE TYPOGRAPHY...18 COLOR PALETTE...20 ICONOGRAPHY PHOTOGRAPHY

4 Copyright The symbol is used globally to identify a copyright-protected work and to indicate its copyright owner. There are three elements in a copyright notice. First, the symbol, or the abbreviation Copr. or the word copyright should be present. Second, CK Franchising, Inc. the copyright owner, should be included in the notice. Third, the year of first publication of the work. First publication is when the work is made available to the public without restriction. New versions of works should contain the publication date of the new version. These elements need not necessarily appear in this sequence. An example is: 2016 CK Franchising, Inc. or Copyright CK Franchising, Inc The copyright notice should be clearly placed in a manner and location best suited to alert the user of the work in question to the fact that copyright exists to preclude an alleged violator of copyright from submitting that he did not know that copyright existed in a work. This can vary depending on the type of work involved. For a website, a suitable location for the copyright notice may be on the home page, or on a page that appears by clicking through to a specified copyright or legal notices page, or both. For written works, the notice could be placed on the first or last page of the main body of the work. The notice should be in a manner and location that is conspicuous and will not be missed by a casual observer. DISCLAIMER STATEMENTS The following disclaimer statements must appear on every piece of advertising in small type in an inconspicuous, but legible, location. The typeface to use is Central Sans or Arial, upper and lower case as shown in the following examples. United States version: YYYY CK Franchising, Inc. An international network, where most offices independently owned and operated. If the disclaimer takes up more than 25% of the ad space, disclaimers are not required. 4

5 Registered & Trademark Statements The words Comfort Keepers in the logo always appear followed by a, positioned after the s and below the baseline of the type, as shown in the logo samples on page 6 of this visual indentity guide. When the word appears in copy of text, the registration and trademark is used in the first instance it appears in each one of the following: titles, subtitles and in body copy. When the words appear in body copy, only the first instance on the page needs to have a or, and the and is positioned as small superscript type like the examples to the right. Comfort Keepers (The brand and the caregiver are separate registered trademarks, so both must carry the symbol upon first use, even if they both appear on the same page.) Note, when Comfort Keepers refers to the brand, it is not italicized. When the Comfort Keepers refers to the caregivers, it is italicized. FIRST INSTANCE CKFI defines the first instance in each way that the trademarked or copyrighted words may appear on the page. The or should be used in the first instance of each of the following situations: Page headings Subheadings (on the web, each group of subheading would require the first instance rule to be applied used in the first use inside of an h2 tag, first time in an h3 tag, etc.) Body copy USAGE The following statements are legally registered by CKFI. In each case, the would only need to appear with the first instance of use on any given page (as defined above). When the term Comfort Keeper is used in reference to our caregivers, the words should be italicized. The and is positioned as small superscript type like the examples to the right. Examples Comfort Keepers Comfort Keeper Comforting Transitions Feed Seniors Now Interactive Caregiving Nourish Senior Life Life Select SafetyChoice (always italicized) Keeping the Comforts of Home We Are Comfort Keepers I Am A Comfort Keeper Comforting Solutions for In-Home Care Be A Comfort Keeper Interactive Caregiving 5

6 Our Logo Our Core Palette Bright, Bold, Positive. The Comfort Keepers Logo colors. 639 CP 220 CP Preferred Horizontal Logo About Our Identifying Line Comfort Keepers is a Sodexo Group company. CKFI-produced marketing collateral will carry the endorsement, a Sodexo brand. The Sodexo word mark is in the corporate logo colors Pantone 2747 and Pantone CP 185 CP Approved Stacked Vertical Logo 6

7 Our Logo Color Pantone 639 at 20% screen BLUE Pantone 639 BLUE Pantone 220 BURGUNDY Dark Backgrounds with Color Logo If the background is a dark color, the Comfort Keepers type reverses to white. Pantone 185 RED Pantone 2747 DARK BLUE 7

8 Our Logo Grayscale and Black Grayscale When a grayscale logo is required, only the following values of black may be used: 100% Black 50% Black 20% Black 100% (solid black) 50% (medium gray) 20% (light gray) If the background value is solid black or very dark gray, then the Comfort Keepers type and the oval emblem must reverse out to white, with the emblem contents in the percentage screens of black as in the example at right. This logo is shown in a grayscale usage when the background is black or dark gray. Black and White Sometimes a black and white version of the logo may be desired (without any grayscale values). In these instances, the logo will be 100% solid black against the background, as shown in the example at right. 100% Black Throughout 100% Black Throughout 8

9 Our Logo Size & Clearance Restrictions 1/2 1/2 Clear Space Space equal to 50% of the depth of the logo mark should remain free of any type or graphic on all 4 sides. Minimum Size The minimum usable size of the logo is defined by the width of the oval emblem. The oval emblem may not be smaller than 1/2-inch in width. Identifying Line Positioning HORIZONTAL LOGO: Flush right alignment below our name, Comfort Keepers VERTICAL /STACKED LOGO: Centered left to right below our name, Comfort Keepers. 9

10 Program Logos Pictured here are products, services, or approaches branded by Comfort Keepers. The pages that follow will identify the guidelines associated with each unique brandmark. 10

11 Program Logos Interactive Caregiving by Comfort Keepers Color When used in color, only the following colors may be used: Pantone 278 at 88% screen LIGHT BLUE Pantone Reflex Blue at 94% screen DARK BLUE 208 CP 278 CP REFLEX BLUE CP For Spot-Color Printing Pantone 208 (maroon) Pantone 278, 88% (light blue) Pantone Reflex Blue, 94% (dark blue) For 4-Color Printing Processes The CMYK (cyan, magenta, yellow, black) values for the Pantone colors listed above are: Maroon C10 M97 Y37 K43 Light blue C34 M12 Y0 K0 Dark blue C94 M69 Y0 K2 Pantone 208 MAROON Pantone Reflex Blue at 94% screen DARK BLUE 11

12 Program Logos Interactive Caregiving by Comfort Keepers The Interactive Caregiving logo may be used in full color, spot color, grayscale, black, or white on a dark background. Pantone Process Black 50 % screen Pantone Process Black 80 % screen Pantone Process Black Pantone Process Black 80 % screen Pantone Process Black Grayscale When a grayscale logo is required, only the following values of black may be used: Interactive Caregiving 100% solid black 80% screen of black 50% screen of black Black Sometimes a black version of the logo may be desired (without any grayscale values). In these instances, the logo will be 100% solid black against the background. White on a Dark Background The logo is white when the background is black or some other dark, solid color. 12

13 Program Logos SafetyChoice By Comfort Keepers The SafetyChoice wordmark may be used in full color, spot color, grayscale, black, or white on a dark background. 100% black 70% black Color When used in color, only the following colors may be used: For Spot-Color Printing Pantone 220 PC For 4-Color Printing The CMYK (cyan, magenta, yellow, black) values for the Pantone colors listed above are Maroon C5, M100, Y25, K24 Grayscale When a grayscale wordmark is required, only the following values of black may be used: SafetyChoice 100% (solid black) 70% (medium gray) Black Sometimes a black version of the wordmark may be desired (without any grayscale values). In these instances, the wordmark will be 100% solid black against the background. White on a Dark Background The wordmark is white when the background is black or some other dark solid color. SafetyChoice wordmark PMS color 220 CP 13

14 Program Logos LifeSelect By Comfort Keepers The LifeSelect logo may be used in full color, spot color, grayscale, black, or white on a dark background. 100% black 70% black Color When used in color, only the following colors may be used: For Spot-Color Printing Pantone 220 PC For 4-Color Printing The CMYK (cyan, magenta, yellow, black) values for the Pantone colors listed above are Maroon C5, M100, Y25, K24 Grayscale When a grayscale logo is required, only the following values of black may be used: LifeSelect 100% (solid black) 70% (medium gray) Black Sometimes a black version of the logo may be desired (without any grayscale values). In these instances, the logo will be 100% solid black against the background. White on a Dark Background The logo is white when the background is black or some other dark solid color. LifeSelect logo PMS color 220 CP 14

15 Program Logos Size & Clearance Restrictions Minimum Clearance In all applications, the SafetyChoice, Interactive Caregiving and LifeSelect logos must be surrounded by a clearance area that is free from any graphic intrusions that may diminish the visual presence and impact of the logo. Note that the proportion shown is a minimum; it is often desirable to have an even greater clearance area than the minimum specified. As the logo s size increases or decreases, the clear space around the logo will increase or decrease. C C C C C e e e e e c c c c c Minimum Size The minimum usable size of the logo is defined by the width of the text. The Interactive Caregiving text may not be smaller than 1 inch in width. Minimum Size The minimum usable size of the logo is defined by the width of the text. The SafetyChoice text may not be smaller than 1.25 inch in width. Minimum Size The minimum usable size of the logo is defined by the width of the text. The LifeSelect text may not be smaller than 1.25 inch in width. 15

16 Logo Usage Examples of Improper Use Anyone who experiences a piece of communication from Comfort Keepers should have no question that it has come from us or has been authorized by our marketing department. With that in mind, here are some additional guidelines for eliminating common design errors in the application of our corporate identity elements. Sizing The size and position of our company logo should figure prominently in any form of print or electronic media. That is, the logo needs not always be the largest element in any communication, but it should also not be overpowered by other graphic elements (A). Never stretch or elongate the logo out of its original proportions in any way (B). Color Only reproduce the logo in approved identity colors, as indicated in this design guide. Other colors (C) or screen tints (D) are not acceptable. The logo may also be used in grayscale with only the values described on page 7. Contrast When our logo appears against colored backgrounds, be sure there is enough contrast for the lettering and oval emblem to be legible (E). Avoid placing the logo against busy backgrounds, patterns, or imagery (F). Arrangement Never tilt, flop, distort, or rearrange elements within our company logo. It should always align on a vertical and horizontal axis (G). Version Never use the old Comfort Keepers logo. (A) overpowered by background (C) wrong colors (E) not enough contrast (G) wrong arrangement and alignment (B) stretched out of proportion (D) wrong tints (F) background is too busy (H) Old Comfort Keepers Logo 16

17 Logo Usage Other Brandmarks and Logos Examples of Improper Use All guidlelines previously outlined for the Comfort Keepers logo need to be followed for all other brandmarks and logos. Please refer to the improper usage examples on this page regarding sizing, color, contrast, alignment, and version. (A) overpowered by background (B) stretched out of proportion (C) wrong colors (D) wrong tints (E) not enough contrast (F) background is too busy Safety Choice By Comfor t Keepers (G) wrong arrangement and alignment of logo elements (H) old Safety Choice logo 17

18 Typography Centrale Sans Typography We are always mindful of our senior audience and use all uppercase or upper and lowercase as a style preference. Please do not use all lowercase on anything representing the Comfort Keepers brand. The brand font, Centrale Sans, can be purchased at fontspring.com. If Centrale Sans is not available, please use Arial for any document or display presentation. Centrale Sans Comfort Keepers The Right Care for Every Client Interactive Caregiving Comfort Keepers provides in-home care that makes a difference in the lives of seniors and other adults. Learn more about how we can help provide transitional care by visiting any-123.comfortkeepers.com. Centrale Sans BOLD LIGHT REGULAR REGULAR ITALIC MEDIUM 18

19 Typography Arial Arial and Arial Bold Comfort Keepers The Right Care for Every Client Interactive Caregiving Comfort Keepers provides in-home care that makes a difference in the lives of seniors and other adults. Learn more about how we can help provide transitional care by visiting any-123.comfortkeepers.com. Online Typography Proxima Nova Typography This is a web font available by subscription only from Arial REGULAR ITALIC ITALIC Proxima Nova LIGHT REGULAR SEMIBOLD BOLD 19

20 Color Palette Color References Core Palette Core Palette COLOR C M Y K R G B WEB PANTONE B4005B PANTONE A3D7 639 CP Secondary Palette 220 CP Secondary Palette PANTONE F47E28 PANTONE C5E3 BLACK D3935 PANTONE FCB61A PANTONE B CP 637 BLACK 1235 CP 369 CP Neutral Palette PANTONE E2DCCB PANTONE A295C PANTONE F8A PANTONE Spectrum Palette PANTONE D30D8C PANTONE EE334F PANTONE F47E28 PANTONE BB46 PANTONE ACBC PANTONE CE PANTONE E57A6 Neutral Palette 7527 CP Spectrum Palette 233 CP 5265 CP 192 CP 430 CP 158 CP 410 CP These formulas are from the Adobe Creative Suite Palette Guidelines The logo can only be used in core colors. Blue is the dominant color. A neutral palette is used to complement the core palette. 368 CP 7467 CP 3005 CP 7670 CP

21 Iconography CONSUMER PROFESSIONAL HEALTH SENIOR CARE PRIVATE DUTY NURSING PRIVATE DUTY NURSING SAFETY SOLUTIONS SAFETY SOLUTIONS TRANSITIONS NUTRITION SPECIAL SERVICES actual print size SPECIAL SERVICES TRANSITIONS Service Offering Icons These icons are a graphical way to categorize based on audience. In print literature, the icons are placed at top left of marketing collateral and are scaled to 65% of the size above. 21

22 Photography Photography Supplied to You Photography is one of the most effective means of expressing a brand and its services. We have created a wide range of proprietary photographic images for use by franchisees in their communications efforts. Photos depicting different lifestyle and care situations were shot for our unique branding effort. Photos are utilized in the pre-designed marketing materials and are available for franchisees use in other marketing and communication materials. The Comfort Keepers photo library has been expanded to offer the following options in downloadable digital formats: Males and females of varying ages Different ethnicity to reflect local market compositions Various lifestyle and living situations Numerous caregiving and interaction settings jpeg, tif, and gif formats Photo selections are available on the CK Brand website and are to be used only for authorized Comfort Keepers marketing and sales efforts. 22

23 CK Franchising, Inc. CK Franchising, Inc Poe Ave., Dayton, OH CK Franchising, Inc CK Franchising, Inc. An international Toll-Free (800) Most offices independently owned and operated Poe Ave., Suite 200 Dayton, OH Toll Free (800) network, where most offices independently owned and operated. M002