BRAND GUIDE 1
2
WHO WE ARE 5. 5.
The Silver Ridge Identity Brand Philosophy
WHO WE SERVE 6.
Our Clientele
HOW WE LOOK 8. 14. 16. 17. 18.
Logo Typography Color Palette Photography Style Icons
HOW WE SOUND 20. 21. 22. 23.
Brand Personality Brand Voice and Tone Writing Style Editorial Guidelines
3
4
Who We Are
THE SILVER RIDGE IDENTITY Brand Philosophy Fortify your legacy here. Proven, premier addiction treatment in a discreet, secluded setting. Silver Ridge is the preferred destination for high-touch, personalized and individualized substance abuse treatment. Our 15-bed facility is staffed by physicians who have dedicated their lives to helping our clientele achieve recovery. At Silver Ridge, we spend time focusing on what works, not on what doesn’t. Our clientele are no strangers to luxury. While our facility offers nothing but the best in terms of amenities, our true value lies in our empirically based, individualized, person-centered care. Our tailor-made recovery programs focus on mindfulness and cognitive behavioral theory as well as the 12 Steps. Combined with the natural healing influence of the surrounding Blue Ridge Mountains, we offer a setting for recovery unmatched anywhere else.
5
Who We Serve
OUR CLIENTELE Key Characteristics • Age: 40+ • Men and women • Affluent, high-achievers struggling with addiction, but who have not yet hit rock bottom and are instead in a period of self-reflection. They know their substance abuse is limiting their personal success and growth and it’s becoming a matter of life or death.
Motivators Preserve Current Standard of Living The Silver Ridge clientele is well-off, personally and professionally. They’ve worked extremely hard to get where they are and they’re beginning to realize that their substance abuse is a threat to this standard of living.
6
Preserve Professional Reputation Their substance abuse is largely a private matter, known only to their closest friends and confidants. The abuse hasn’t yet reached a level where it’s affecting their productivity and output, but they’re concerned over the stigma that may arise if their professional colleagues realize they suffer from substance abuse and are seeking treatment. Continue to Self-Improve This audience is deeply committed to self-improvement and they view recovery as a way to continue to better themselves.
7
How We Look
LOGO Primary Logo Application The Silver Ridge logo consists of the icon, the brand name and the tagline “A Premier Program By Pyramid Healthcare.�
Secondary Logo Application Where full logo usage is not feasible, the SR monogram may be applied. The SR monogram should not be applied in any instances that may be an initial touch point for a potential client. Examples of acceptable monogram usage include social media profile pictures, embroidery on golf shirts or jackets and other promotional items.
8
Monogram
How We Look
Logo Color Application 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.
Full Color Logo
Grayscale Logo
Reversed Logo
9
How We Look
Minimum Size Requirements In exceptional circumstances, smaller sizes of both Silver Ridge logos may be necessary for print or web. To keep legibility top priority, the minimum size of the primary logo for print is 2 inches wide. For digital applications, the minimum size of the primary logo is 270 pixels wide. 2 in
The minimum size of the SR standalone logo for print is .35 inches wide. .35 in
For digital applications, the minimum size of the SR monogram is 55 pixels wide.
10
How We Look
Logo Color Variations The following examples illustrate acceptable application of the full-color Silver Ridge logo on images or colored backgrounds.
values 11
How We Look
Clear Space Requirements Both versions of the Silver Ridge logo should appear with proper clear space surrounding them to ensure maximum clarity. The clear space measurement is based on 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, use the width of the “D” in the word “RIDGE”. No elements should be placed within the clear space of the Silver Ridge logo.
12
How We Look
Unacceptable Use
Do not change the logo colors
Do not change the typeface or layout
Do not rotate the logo
Do not stretch or distort the logo in any way
Do not place on a background or photo with insufficient contrast
Do not add drop shadows or other effects (bevel, emboss, gradient)
13
How We Look
TYPOGRAPHY The Silver Ridge brand typography consists of the Adobe Garamond Pro and Gotham. The combination of these typefaces in the logo best represents the feel of the brand and should be used across all print and web applications.
A D O B E G A R A M O N D P RO
14
ADOBE GARAMOND PRO BOLD
Adobe Garamond Pro Bold to be used for headlines/headings & callouts
Adobe Garamond Pro Bold
Adobe Garamond Pro Bold to be used for subheadings.
Open Sans Body Text
Use Open Sans Light for all body text
How We Look
Typefaces Silver Ridge’s font family is distinct and versatile, recognizable for its elegance and character, while being readable and conveying a sense of luxury and timelessness.
Adobe Garamond Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ¹²³ ½¼¾
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 webpage.
Open Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ¹²³ ½¼¾
WEBSITE FONT
Theano Didot ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ¹²³ ½¼¾ 15
How We Look
COLOR PALETTE The brand colors are sophisticated and calming, matching the brand’s tone and message. Whilst the navy appears in the logo itself, the blue, green and stone can be used as supporting colors.
PRIMARY COLORS
16
NAME
Navy
Blue
Green
Stone
HEX
#182137
#363b50
#517b79
#daa520
CMYK
97 83 46 59
78 66 37 48
75 44 54 0
14 35 93 3
PANTONE
Pantone 282C
Pantone 432C
Pantone 625C
Pantone 7752C
How We Look
PHOTOGRAPHY STYLE The photography style is realistic and conveying of elegance, intimacy and aspiration. The general style should be clean and minimalist, using clear, vibrant colors. Contrived stock
Elegant - conveying luxury and class
photography should be avoided in favor of authentic imagery of the surrounding region and the secluded, discreet setting of the facility.
Intimate - showing individualized, one-on-one care
Aspirational
Clean/Minimalist
5-Star Amenities
17
How We Look
ICONS When applicable, icons may be used to convey basic ideas and actions. The style of the icons compliment the design of the logo by using simple and even, light lines.
18
19
How We Sound
PERSONALITY Silver Ridge is aristocratic, yet approachable and charming in a southern-luxury kind of way, and is respectful of privacy. The brand is clinical and direct in its messaging, letting the beauty of the facility and the surrounding area convey notions of luxury and world-class treatment. While the luxury of the surrounding area is understated in its messaging, Silver Ridge caters to an affluent audience who desire a certain degree of privacy and seclusion. The brand must resonate with this audience without becoming too distant or appearing to be too off-putting.
20
How We Sound
BRAND VOICE AND TONE Silver Ridge’s brand voice is confident, matter-of-fact and sincere.
Confident: Silver Ridge is certain of itself and its abilities; the brand speaks from a position of authority bolstered by having a scientific and objective approach.
Matter-of-Fact: Silver Ridge is sensible, down-to-earth and practical.
Sincere: Silver Ridge cares deeply about its clientele from the standpoint of helping them achieve recovery but also from the standpoint of helping them preserve their success and their standard of living.
mission 21
How We Sound
WRITING STYLE The Silver Ridge audience is smart and successful. They’re experienced and appreciate a personal approach. This demographic is good at seeing the big picture and doesn’t need heavy-handed or manipulative language.
Narrative Forms In all marketing materials, Silver Ridge may use a combination of first and second person to communicate with target audiences. Communication should be targeted at the client, the client’s therapist or the client’s family.
22
Examples “You’ve invested the time necessary to build a strong foundation for your life, but you know you can do better. This substance abuse disorder is a threat to your continued success. Our clinicians curate a treatment program specifically designed to meet your needs so you can begin your recovery and get back to work.” “Silver Ridge is committed to providing clinical excellence. Our approach is client-directed, outcome-informed and data-supported. We provide a quality of care unmatched anywhere else, backed by one of the most dedicated clinical staffs in the country.”
How We Sound
EDITOR I A L GUIDELINES Use of the Brand Name In all marketing materials, refer to Silver Ridge as Silver Ridge; not Silver, not Ridge, not SR.
communications such as blogs and eBooks will be carefully checked for adherence to APA guidelines.
Capitalizations
In all marketing materials, Silver Ridge phone numbers will appear with the first three digits in parentheses, as follows: (888) 888-8888
Silver Ridge follows the Associated Press style for capitalization. All formal titles will be capitalized when they appear before a person’s name. If they are informal, titles will be lowercase and follow a person’s name or be set off with commas before the person’s name.
How we talk about our clients
Abbreviations
Our clients are used to a certain degree of luxury and class. When talking about our clients in our marketing materials, we will refer to them as “clientele” or “clients.” In eBooks we will allow more creative freedom to refer to clients as suits the content, while remaining true to the Silver Ridge voice.
Some examples of abbreviations and their proper usage in Silver Ridge marketing materials are as follows:
Phone number style
Style Manual Usage Silver Ridge adheres to the standards established by the American Psychological Association when referencing research material. The source lists for all research-based
IOP is acceptable for intensive outpatient PPO is acceptable for preferred provider organization U.S., not United States or U.S.A. North Carolina, not NC or N. Carolina Percent, not % or per cent (with numbers written as numerals)
mission 23
24