BRAND GUIDE
TABLE OF CONTENTS
HOW WE LOOK
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LOGO & TYPOGRAPHY
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COLOR PALETTE 10 PHOTOGRAPHY STYLE
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ICON & ILLUSTRATION STYLE
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HOW WE SOUND
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BRAND PERSONALITY
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BRAND VOICE 29 CONTENT GUIDELINES
D EST I N AT IO N H O P E B R A N D G U I D E
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HOW WE LOO K D EST I N AT IO N H O P E B R A N D G U I D E
D EST I N AT IO N H O P E / H OW W E LO O K
LO G O & T Y P O G R A P H Y D EST I N AT IO N H O P E B R A N D G U I D E
LOGO / COMPONEN TS
1.
PRIMARY USE The primary Destination Hope logo (1) contains the icon, wordmark and tagline. The Destination Hope icon is made of a dark blue square (PMS 281 C) with the white DH icon over the square. ‘DESTINATION HOPE’ is written in STELLAR typeface, using capital letters. The tagline below it is written in ALEO typeface, using capital letters, and is light blue (PMS 660 C).
2.
The Destination Hope logo is used for all printed and web collateral. These logos are also available in one color variations (see page 5).
PROGRAM SPECIFIC USE When applying the Destination Hope logo to any gender specific programs, we have replaced the tagline with either ‘WOMENS PROGRAM’ OR
3.
‘MEN’S PROGRAM’ (see 2 &3).
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L O G O / C O L O R VA R I A T I O N S
FULL COLOR
PRIMARY USE The full color Destination Hope logo should always be used on a white background for maximum clarity. When this is not possible, the Destination Hope logo is to be used on a solid color background or a photo that provides enough contrast.
ONE COLOR
ONE COLOR USE The one color Destination Hope logo is to be used on all dark backgrounds or photos.
GRAYSCALE
ONE COLOR PRINT USE The grayscale Destination Hope logo is to be used on one color print materials.
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L O G O / C O L O R VA R I A T I O N S
LOGO USE ON PHOTOGRAPHY Here are examples of acceptable usage of when to apply the full color or one color Destination Hope logo on images or colored backgrounds.
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L O G O / C L E A R S PA C E
CLEAR SPACE REQUIREMENTS The Destination Hope logo should appear with proper clear space around it to ensure maximum clarity. The clear space measurement is based off of the exact logo size you are working with, so an appropriate amount of clear space can be determined regardless of the size of the logo. To calculate the minimum clear space, we use the height of the half circle in the icon (which gives you ‘X’ amount of space).
No elements should be placed with in the clear space of the Destination Hope logo.
MINIMUM SIZE REQUIREMENTS In exceptional circumstances, smaller sizes of the Destination Hope logo for print or web application may be necessary. In such cases, legibility should always be top priority. The minimum size of the full Destination Hope logo for print should be 1.75 inches wide (125 pixels). When the logo is applied to web and must be shown smaller than 125 pixels wide, it is acceptable to show the icon only.
D EST I N AT IO N H O P E B R A N D G U I D E
1.75 INCHES
.33 INCHES
125 PIXELS
25 PIXELS
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L O G O / U N A C C E P TA B L E U S E
DESTINATION HOPE THE SCIENCE OF SAVING LIVES DO NOT CHANGE THE LOGO COLORS
DO NOT CHANGE THE TYPEFACE OR LAYOUT
DO NOT PLACE ON A BACKGROUND OR PHOTO WITH INSUFFICIENT CONTRAST
DO NOT ROTATE THE LOGO
DO NOT STRETCH OR DISTORT IN ANY WAY
DO NOT ADD DROPSHADOWS OR OTHER EFFECTS (BEVEL, EMBOSS, GRADIENT)
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LOGO / TYPO GRAPHY
• STELLAR
TYPEFACES The Destination Hope brand typography consists
• ALL CAPS • 150 TRACKING
of STELLAR and ALEO. The combination of these
HEADLINE
typefaces in the logo best represent the feel of the brand and should be used across all print and web applications.
• ALEO • ALL CAPS • 150 TRACKING
SUB-HEADLINE
• STELLAR • ALL CAPS
This is body copy.
• 150 TRACKING
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C O L O R PA L E T T E D EST I N AT IO N H O P E B R A N D G U I D E
C O L O R / PA L E T T E
PRIMARY COLORS
COLOR PALETTE The Destination Hope color palette uses similar blues to the previous logo. The dark blue portrays the integrity and knowledge that are inherent to the Destination Hope brand. The light blue invokes feelings of calmness and
DESTINATION HOPE DARK BLUE
DESTINATION HOPE LIGHT BLUE
PMS 281 C RGB 49/53/98 CMYK 94/87/34/24 HEX #2b3461
PMS 660 C RGB 99/156/196 CMYK 62/28/10/0 HEX #639bc3
stability. It is associated with healing.
The secondary colors complement the blues SECONDARY COLORS
and should be used as accent colors when applying to any print and web media.
D EST I N AT IO N H O P E B R A N D G U I D E
DESTINATION HOPE WHITE
DESTINATION HOPE GRAY
DESTINATION HOPE YELLOW
PMS White RGB 255/255/255 CMYK 0/0/0/0 HEX #ffffff
PMS 425 C RGB 88/89/91 CMYK 0/0/0/80 HEX #58585b
PMS 7563 C RGB 255/158/22 CMYK 0/45/96/0 HEX #ff9e16
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P H OTO G R A P H Y S T Y L E D EST I N AT IO N H O P E B R A N D G U I D E
P HOTOG R A P H Y / S T Y L E
VIVID & FILTER FREE Our photography style is realistic and indicative of our logical, analytical approach to treatment. Colors should be clear and vivid, with no filters applied. Photos should have shallow depths-offield. Stock photography should be natural and candid, depicting real people in real situations. Subjects of photography are appropriate for the target market for each brand, and come from varying ethnic backgrounds.
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KNOWLEDGE
AC CE P TA N CE
AC H I E V E M E N T
BENEVOLENCE
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I C ON & I L LU S T R A T I ON S T Y L E D EST I N AT IO N H O P E B R A N D G U I D E
ICON STYLE / DESCRIPTION
ICONOGRAPHY The Destination Hope iconography is styled to be simple, focusing on clean lines. Additionally,
RESIDENTIAL CARE
I N T E RV E N T I O N S
NUTRITION THERAPY
G RO U P THERAPY
D UA L DIAGNOSIS
INTENSIVE O U T PA T I E N T C A R E
lines are heavy and bold, to create cohesiveness with the Destination Hope logo mark.
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HOW WE SOUND D EST I N AT IO N H O P E B R A N D G U I D E
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BRAND PERSONALITY D EST I N AT IO N H O P E B R A N D G U I D E
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BRAND / PERSONALITY
BRAND CREDO THE SCIENCE OF SAVING LIVES Destination Hope develops addiction treatment programs based on repeat positive outcomes.
When a patient achieves freedom from their addiction and builds a fulfilling life that they’re proud of and able to sustain, we examine every step it took to get them there.
We repeat the steps that work, change those that don’t and adapt
We’re guide d by results and ro ote d in clinical exc ellenc e.
our programs to address the unique circumstances surrounding every patient’s addiction.
This commitment to positive, proven results requires continuous adaptations to our clinical programs to ensure the best possible chance a patient has at lasting sobriety.
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BRAND / PERSONALITY
D EST I N AT IO N H O P E IS A N A LY T I C A L , P R O F E S S I O N A L & R E L I A B L E
D EST I N AT IO N H O P E B R A N D G U I D E
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BRAND / PERSONALITY
A N A LY T I C A L
D EST I N AT IO N H O P E B R A N D G U I D E
We base all of our programs and therapies in valid s cientific res earch to e n s u re e ff e c t i ve n e s s , and our team is always learning and refining our metho ds of treatment bas e d on our patients’ ne e ds.
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D EST I N AT IO N H O P E B R A N D G U I D E
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BRAND / PERSONALITY
P RO F E SS I O N A L
D EST I N AT IO N H O P E B R A N D G U I D E
Every interaction with our patients, colleagues and ac quaintanc es in the treatment industry is grounde d in resp e ct, reinforcing our position as an i n d u s t r y l e a d e r.
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D EST I N AT IO N H O P E B R A N D G U I D E
BRAND / PERSONALITY
RELIABLE
D EST I N AT IO N H O P E B R A N D G U I D E
W e o ff e r e a c h p at i e n t and their family full support during and after the re c overy p ro c e s s . O u r s t a ff is dep endable and c ompassionate.
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D EST I N AT IO N H O P E B R A N D G U I D E
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BRAND VOICE D EST I N AT IO N H O P E B R A N D G U I D E
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BRAND / VOICE
D EST I N AT IO N H O P E ’ S BRAND VOICE IS K N O W L E D G E A B L E , C O N C I S E & C O M PA S S I O N A T E
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BRAND / VOICE
K N O W L E DG E A B L E
D EST I N AT IO N H O P E B R A N D G U I D E
We are an authority in the treatment i n d u s t r y. A l l o f our content will be written as such, backing claims up ac curately with pro of and insights from s cientific res earch.
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D EST I N AT IO N H O P E B R A N D G U I D E
BRAND / VOICE
CONCISE
D EST I N AT IO N H O P E B R A N D G U I D E
Every pie c e of D estination Hop e c o m mu n i c at i o n is written as pre cis ely and briefly as possible, to enc ourage eas e of c omprehension.
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D EST I N AT IO N H O P E B R A N D G U I D E
BRAND / VOICE
CO M PASS IO N AT E
D EST I N AT IO N H O P E B R A N D G U I D E
While we are fo cus e d on basing our treatment programs in science, we a l s o c o m mu n i c at e in a way that is reassuring, calming and c ompassionate – a soothing “bedside manner” that reassures patients that they are in the right place.
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D EST I N AT IO N H O P E B R A N D G U I D E
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CONTENT GUIDELINES D EST I N AT IO N H O P E B R A N D G U I D E
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BRAND / CONTENT OBJECTIVES
Destination Hope publishes engaging, accurate and authoritative content that reinforces its presence as a brand authority in the addiction treatment and mental health space. All content is focused on helping and encouraging patients or potential patients understand their needs. It should offer practical, applicable information for those who are desperately seeking help to overcome their addiction. In addition, all content published by Destination Hope should be an accurate representation of our core values as an organization. It should be informative and encouraging to those seeking treatment, or to those in recovery. We will never post content or images that may possibly trigger a patient to relapse. This includes any images of paraphernalia or substances.
WE OFFER CONSTRUCTIVE, UPLIFTING K NOW L E DG E TO O U R PA T I E N T S , ALL GROUNDED IN SCIENCE.
We are not concerned with selecting “trendy� topics for our content strategy or establishing ourselves as a cutting-edge brand. We thrive on being genuine and offering constructive, uplifting knowledge to our patients, all grounded in science.
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BRAND / CONTENT GUIDELINES
USE OF THE BRAND NAME
H OW WE TA L K A B O U T O U R C L I E N TS When talking about our clients in our marketing materials, we will refer to them as
In all marketing materials, Destination Hope will be referred to as “Destination Hope” (not DH or any other abbreviations) to ensure consistency.
“patients”. This reinforces our brand value of providing the highest level of clinical care; when our patients come to Destination Hope, they come to find recovery and get better. Ensuring consistency when addressing our patients is critical in enforcing our presence as a scientific authority in the treatment industry, and will instill trust in potential patients and their families.
PHONE NUMBER STYLE In all marketing materials, Destination Hope’s phone numbers will appear with the first three digits in parentheses, as follows: (954) 771-2091.
D EST I N AT IO N H O P E B R A N D G U I D E
ST Y L E M A N UA L U SAG E Destination Hope adheres to the standards established by the Associated Press (AP). All research-backed communications (white papers, e-books, blog posts, etc.) will all be carefully checked for adherence to AP guidelines.
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BRAND / CONTENT GUIDELINES
CA P I TA L I Z AT IO N S
N AR R AT I V E FO R M S
Destination Hope follows the AP style for capitalization. All formal
In all marketing materials, Destination Hope may use a combination of first and
titles will be capitalized when they appear before a person’s
second person to communicate with target audiences. All communication will be
name. If they are informal, titles will be lowercase and follow a
targeted directly at the patient.
person’s name or be set off with commas before the person’s name. (Examples: COO Alton Smith; Josh Katz, director of business development)
A B B R E V I AT IO N S Some examples of abbreviations and their proper usage in Destination Hope marketing materials are as follows: • IOP, not intensive outpatient
• Florida, not FL or Fla.
• PPO, not preferred provider organization
• Percent, not % or per cent (with numbers written as numerals)
• U.S., not United States or U.S.A.
• Ft. Lauderdale, not Fort Lauderdale
D EST I N AT IO N H O P E B R A N D G U I D E
Examples: “We are proud to uphold the highest standards of scientific treatment.” “You have the power to overcome your addiction and live a healthy life in sobriety.”
TYPOGRAPHICAL EMPHASIS In the body copy of marketing communications, using an italic or bold typeface to emphasize a point is permissible, but most effective when done in moderation. Italics and bold type should not be used more than twice on a given page of content, whether it is a web page, print publication, etc. Using underlined typefaces is discouraged, especially on digital mediums. This prevents website users from being confused about the underlined words being links, as underlined text commonly denotes a link leading to another web page.
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