Brand Guide 1
5 . Company Overview
Vision Statement
Mission Statement
Values
Character
6 . Communication
Purpose
Tone of Voice
Writing Style
8 . Color Palette 9 . Typography 10 . Logo
Components
Color Variations
Clear Boundaries
Unacceptable Use
12 . Photography 13 . Icons
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We b e l i e v e i n the therapeutic effects of nature
Company Overview
Vision Statement The Blanchard Institute strives to be the world leader in treating mental
Influence – The Blanchard Institute strives to be a positive influence for both
health and substance use disorders. Through the prism of evidence-based
its professional peers, by advocating for new treatment approaches, and its
treatment and support, the Blanchard Institute empowers clients and their
family of clients, by providing guidance and support through a difficult period
families to cultivate the knowledge, attitudes and skills to transform their
in their lives.
lives and achieve a life of long-term happiness and recovery.
Mission Statement The Blanchard Institute provides an empathetic atmosphere where individuals who suffer from mental health and substance use disorders receive world-class progressive, holistic and evidence-based treatment. Our program, cultivated through an evidence-based model, provides the treatment, education and resources to individuals, families and their communities necessary to reestablish a solid foundation and live a happy, healthy life.
Values Family System – The Blanchard Institute values more than the individual
Nature – The Blanchard Institute values and believes in the therapeutic effects
of nature on individuals who are struggling with mental health and substance use disorders. Nature is a key design component in the treatment facility and the recovery experience we provide.
Character Reassuring – The Blanchard Institute’s empathetic, personal and warm
approach cultivates an inviting and therapeutic atmosphere that provides clients with a safe space to grow, learn and achieve their goals. There are no two situations exactly alike. The Institute will design a custom treatment process for each unique situation.
struggling with addiction. The Institute understands that the mental health
Compassion – The Blanchard Institute’s attentive and empathetic approach
and substance abuse disorder of one individual can impact the entire family.
provides a knowledgeable, safe and comfortable experience for individuals and
The Blanchard Institute is committed to treating the family as a unit by helping
their family during this difficult time.
everyone develop a healthier approach to their own lives and interactions with each other.
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Communication
Writing Style
Correct
Incorrect
Communication Purpose Calm/Reassure – The Blanchard Institute’s client communication takes
place during a difficult time for families and individuals who have loved ones struggling with mental health and substance use disorders. The Blanchard Institute provides a safe and empathetic atmosphere whereby qualified staff are available to help families and individuals cultivate new attitudes and skills to
Do not use colloquial expressions
want to / go away
Contractions may be used
you’re / he’s
Tone of Voice • Confident • Professional • Reassuring
transform their lives. Writing from the point of view of the Counsel – Whether talking to professionals in our industry or our clients
wanna / buzz off
first person
and their families, The Blanchard Institute continually provides counseling.
We’ll teach you the principals that establish healthy habits and relationships in your recovery.
Lasting recovery requires education on building healthy habits and relationships in recovery and The Blanchard Institute provides that insight.
Industry professionals respect The Blanchard Institute for its values, expertise and adherence to industry best practices. The Institute’s clients look to them to provide comprehensive and personalized behavioral healthcare.
Addressing the reader with second person pronouns when appropriate
you, your, yours
Advocate – The Blanchard Institute is at the forefront of addiction treatment.
Do not use abbreviations on first usage
They have a passion for advocating new evidence-based approaches to enhance
with families/clients. Abbreviations may
The first step toward recovery is the
Your loved one will begin in a PHP
client care and reduce the chance of relapse. Through professional and public
be used in place of commonly used terms
successful completion of our partial
program and step down to an IOP
outreach, The Blanchard Institute aims to increase the number of individuals
with industry professionals and
hospitalization program.
upon completion.
seeking professional help by reducing the stigma surrounding mental health
in subsequent references.
and substance use disorders. Use short, concise sentences whenever possible
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We’ll teach you how to set healthy boundaries for yourself to maintain your progress in recovery.
Progression in your recovery is contingent upon the knowledge of how to set and maintain healthy boundaries for yourself. 7
Fonts
Color
Color Palette
Typography
The Blanchard Institute color palette is relaxing, comforting and in tune with nature.
The Blanchard Institute’s font family is friendly, warm and professional. Nexa
There are five colors available for use; Logo Navy, Logo Blue, Earth Red, Sea Blue and
provides provides an approachable and modern feel, while Neuton offers a positive
Sea Green. The Logo Navy and Logo Blue feature in the logo itself and are considered the
and professional perspective which instills trust.
brand’s primary colors.. The Earth Red and Sea Blue are warm, relaxing complimentary colors that can be used alongside these two primary colors. Finally, the Sea Green should
Nexa Bold
be used as an accent color to highlight important information, such as calls-to-action.
Nexa Bold should be used for all headlines.
Primary Colors
Accent Colors
Nexa Bold Nexa Bold should be used for all sub-headlines, in a smaller font size and preferably different color.
Neuton Light Use Neuton Light for all body copy. This font
Nexa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ¹²³ ½¼¾
Neuton ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ½¼¾
provides other weights and italics for emphasis.
NAME HEX CMYK PANTONE
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Logo Navy
Logo Blue
Earth Red
Sea Blue
Sea Green
Yellow
#4b5363 74 60 45 26 Pantone 7545C
#8bc8d0 49 4 20 0 Pantone 630C
#a03548 26 87 54 22 Pantone 1807C
#a4b9c4 32 10 11 16 Pantone 7458C
#75a8a4 48 0 26 25 Pantone 2232C
#f5e583 7 6 59 0 Pantone 602C
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Logo
Logo
Logo
Unacceptable Use
Color Variations Full-Color Logo
The full-color logo should always be used on white or light-colored backgrounds for maximum clarity. If the logo is applied to any dark or low-contrast backgrounds, the reversed version should be used. The grayscale version should be used on one-color print applications.
Clear Boundaries
Reversed
The logo should feature proper clear space around it to ensure maximum clarity.
Do not change the logo colors
Do not change logo font
Do not stretch or distort in any way
Do not place logo on background with insufficient contrast
Do not place on photos with insufficient contrast
Do not add effects (shadow, bold, etc.)
The clear space measurement is always based off of the exact logo size being used. The minimum clear space should be equal to or larger than the “B� from the logo. No elements should be placed within the clear space of the logo.
Grayscale
Minimum Size In some circumstances, smaller size logos for print or web applications may be necessary. In these instances, legibility is critical. The minimum size of the full logo for print should be 1.25 inches (150 pixels for web). The minimum size for web should be no smaller than .33 inches (32 pixels for web).
1.25 in
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Icons
Photography
Photography
Icons
Photography should reflect The Blanchard Institute’s personality and should be
When applicable, icons may be used to convey basic ideas and actions. The style of the
confident, professional and reassuring.
icons compliments the design of the logo by using simple and even, light lines.
All imagery, regardless of audience, should support the brand values of : •
Improving the function of the family system
•
Influencing the industry and our clients to approach therapy and treatment with less rigidity and more focus on differentiating between healthy and unhealthy behaviors
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Nature and the calming effects that it can have on individuals in crisis
The Blanchard Institute’s imagery will convey: •
Comforting and familiar coastal nuances with a modern style
•
Creativity and artistic expression
•
Calming images of nature
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Feelings of positivity, reassurance and professionalism Email
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Education
Family
Phone
FAQs
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