Amina Hospitals Brand Guidelines by JUMA

Corporate Identity and Brand Guidelines

Contents

Understanding Amina Hospitals

Our Values

Our Values - A Closer Look

Masterbrand Elements

Typography Guide

Imagery

Tone of Voice

Stationary Guide

Branded Applications

Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

ALWAYS THERE TO CARE

Understanding Amina Hospitals

An Introduction in Essence Anglo Arabian Healthcare are very proud to introduce Amina Hospitals – the next generation of high quality, specialized hospitals currently located in the Middle East.

The target market is determined by the locality of the hospitals, the majority are currently situated in the Northern Emirates of the UAE.

Anglo Arabian have a market strategy to be able to provide quality healthcare to all people in the UAE and will achieve this through introducing different healthcare brands targeted towards different demographics in the region.

Due to the largely Arabic, ever growing Eastern European, Indian Sub-continent and Asian patient demographics, Amina will appeal to all nationalities. However, Amina is an Arabic brand, situated in the UAE and therefore, there will be a consistent and dominant Arabic flavour to this healthcare brand that will seamlessly flow through all customer, corporate and patient touch-points.

Amina Hospitals consistently provide specialist, quality and accessible medical services for those of middle to highincome groups in the UAE. Amina Hospitals champion and respect the individual needs of a wide variety of patients because it has professional doctors and trained support staff who consistently strive to provide a professional, warm and genuinely caring service in modern, patient focused, well equipped and comfortable healthcare facilities.

As the Amina brand develops and expands throughout the UAE into Dubai, Abu Dhabi and into the wider GCC, the Amina brand shall always remain Arabic in essence and always remain respectful to the diverse cultural groups.

Our Vision Our vision for the future is about the impact we want to make, helping people to make the right choices about their health.

Our Values

Our Positioning Our positioning is the unique place we occupy in the world. Focusing on the local community, Amina Hospitals offer specialist quality, accessible healthcare for all.

HEALTH MATTERS

Our values are used as a barometer of how we behave as a healthcare family and are shared with the Anglo Arabian Healthcare group.

Our Promise

Our Personality

Our brand promise describes what we do for all our patients i.e. We promise genuine, quality care in clean, well-managed hospitals for everyone regardless of race, religion or income.

Our personality is the image we want to project. Confident and professional. Compassionate and caring. Pioneering and educational.

Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

What is a brand? A BRAND IS MUCH, MUCH MORE THAN JUST A WORD OR A LOGO.

Every aspect of our appearance, our language, style and behaviour should be aligned with the brand strategy, the values we stand for, and what we want to consistently communicate to our patients and the healthcare market. The guide explains clearly what the Amina Hospital brand represents in all aspects. In detail, it covers -

Consistency is key to ensuring the success of the Amina Hospital brand in the minds of our patients and the healthcare community. This manual contains all the necessary guidelines and rules, as well as providing exact examples for upholding the Amina Hospital brand throughout all aspects of our corporate communications and marketing. If you have any questions regarding the use of the Amina Hospital brand identity, please do not hesitate to get in touch with the Director of Marketing at Anglo Arabian Healthcare.

• What our values are • What messages we want to consistently communicate and why • How we communicate • How we behave • How Amina is visually presented in all of our communication channels

The Amina Hospital Brand Personality Our personality is the image we want to project to the general public, our competitors and the national and international healthcare markets in general. Amina is a confident, professional, proud and accomplished healthcare brand that stands to represent modern, efficient and effective medical services for the people of the Middle East. And yet, at the same time offers genuine care, delivered with expertise and compassion focusing on the prevention of illness and injury in preference to cure. Bearing this in mind, we advocate healthcare wellness education and aim to position ourselves as the hub of accurate, current and relevant preventative medical information.

CONFIDENT AND PROFESSIONAL. COMPASSIONATE AND CARING. PIONEERING AND EDUCATIONAL. QUALITY ASSURED. INSPIRATIONAL. RESPECTFUL.

Our Target Market Amina Hospitals appeal to a multi-national audience that live a comfortable lifestyle with a medium to high level of income and higher expectations of the quality of care they receive. Essentially Arabic at heart, Amina Hospitals promise to provide local communities, as well as expatriates with quality assured, specialist medical care that is available and delivered with expertise and pride.

LOCAL COMMUNITIES AS WELL AS EXPATRIATES WITH EXPECTATIONS, QUALITY ASSURED, SPECIALIST MEDICAL CARE

The Amina Hospital Patient Relationship Promise Amina Hospitals place a high value on developing strong patient relationships striving to invest in long-lasting and supportive professional services that encourages trust and confidence. All Amina Hospital staff receive ongoing customer relationship training to ensure that our patients are well attended to and genuinely cared for in clean, comfortable and professionally managed healthcare environments.

CLEAN, COMFORTABLE AND PROFESSIONALLY MANAGED HEALTHCARE ENVIRONMENTS

Amina Hospital Quality Promise Amina Hospital professionals are Consultants, Specialists and qualified GP’s who have National and International experience in the UK, USA, Europe, Arab countries and the GCC. This pedigree ensures that the Amina Hospital clinicians bring not only clinical excellence but with experience comes genuine empathy and cultural understanding. Amina Hospitals follow the US Ambulatory Care Standards quality framework to ensure that we can benchmark our clinical services and care pathways against international healthcare providers. The Amina Hospitals have chosen to put each hospital through strict quality criteria such as the implementation of JCI Quality Assurance Standards as validation of our promise to strive for clinical excellence and the provision of genuine quality healthcare.

Our Values

RESPECT EMPOWERMENT Our Values

PASSION

Our values will be used as a barometer of how we behave and our determination to adhere to these common group values shall cascade throughout all of the Anglo Arabian Healthcare Family. In order to develop and understand our Values, we need to focus first on the strategy of Anglo Arabian Healthcare, what it aims to achieve and how our values will act as enablers to successfully achieve our goals. Using an acronym when we begin to teach new employees our company values helps each new team member to be mindful of what their everyday behaviour represents as a responsible member of the Anglo Arabian Healthcare family.

LEADERSHIP INTEGRITY CARE ACHIEVEMENT TRUST EMPATHY

The Anglo Arabian Mission Statement: At Anglo Arabian Healthcare we are absolutely committed to making a difference to our patients’ lives and we aim to accomplish this through the provision of high quality healthcare in modern and exceptionally well-equipped medical centers throughout the GCC. We want to be trusted to look after your loved ones and will focus on holistic wellbeing as much as curing illness, as we firmly believe that prevention is always preferable to cure. Anglo Arabian Healthcare aims to become the leading medical provider within the UAE with Clinics, Hospitals and Tertiary Care Centers based upon our patients’ needs.

How will the values we pledge to adhere to, help enable us to ensure the success of our mission statement? Our values will become the bedrock of who we are and what we represent in a highly competitive market. Anglo Arabian Healthcare aim to build an integrated network of healthcare services across the GCC with international quality standards that are measured and accounted for. We put great emphasis on the expertise of our international and local physicians as well as the quality standards of our consistently branded healthcare facilities. We pride ourselves on demonstrating genuine care and understanding for patients and employees of all nationalities and will pioneer the positive evolution of our healthcare industry through our expertise and innovation.

Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

Our Values - A Closer Look

Respect What is Respect? Respect is a positive feeling of esteem for a person of a different nomination, such as race or religion. Also, specific actions and conduct are representative of that esteem. Respect can be a specific feeling of regard for the actual qualities of the one respected (e.g., “I have great respect for her judgment”). It can also be how we choose to behave in accord with a specific ethic of respect. In the field of medicine, respect and dignity are fundamental pillars on which the profession is based. Respect is the acceptance of things that are different in a non-judgmental way. Respect is also an important aspect of the Doctor/Nurse/Patient relationship. This means caring for the patients whose value system may be very different from that of the nurse or doctor. To show respect, we must not react with shock, surprise, or disapproval toward a patient’s lifestyle, dress, or behaviours.

Relevance for us? Anglo Arabian Healthcare is a multi cultural team and we must show respect for different faiths, gender, privacy, backgrounds, personal preferences, dignity and cultures. We should take the time to learn about our colleagues and we should never be judgmental or condescending. Most importantly, many of us are visitors in the UAE and we must show respect and understanding to the laws, faiths and traditions of the Middle Eastern environment that we live in.

Empowerment What is Empowerment? Empowerment is the process of sharing information, rewards and responsibility with employees in order that they take initiative to make decisions, solve problems, improve service and performance. Empowerment is based on the idea that giving employees skills and resources, authority, opportunity, motivation as well as holding them responsible and accountable for the outcome of their actions, will positively contribute to their competence and job satisfaction. Empowerment encourages people to gain the skills and knowledge that will allow them to overcome obstacles in a life or work environment and ultimately help them develop within themselves or in society.

Relevance for us? At Anglo Arabian Healthcare, we encourage, motivate, reward and praise our employees for demonstrating positive, productive behaviour and initiative, aiming to become the healthcare employer of choice.

Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

Passion What is Passion? At its essence, passion conveys unwavering belief and commitment to a conviction. Passion is an emotional engagement with an idea or belief and it lifts a concept from the ordinary to the extraordinary. Passion for your work creates job satisfaction, pride and personal fulfilment. To do a job without belief or understanding is hollow and lacks meaning. Passion about our business and the ambitions that we share as a team attract colleagues to join us and clients to work with us.

Relevance for us? To truly understand your role in helping Anglo Arabian Healthcare to become the best, most respected integrated healthcare group in the GCC is exciting and makes the likelihood of successfully achieving our goals much more likely. We shall be a collective force sharing the same beliefs and passions.

Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

Leadership What is Leadership? Leadership is ‘organizing a group of people to achieve a common goal’. The leader may or may not have any formal authority. Leaders may have the characteristics of capable interaction with others, emotional intelligence, good personal behaviour, power, vision and values, charisma, and intelligence among others. One can define a leader as ‘a person capable of inspiring and engaging others with a dream’. It is therefore important that organizations have a leadership team with passion and drive, to follow the mission and vision of the company and to inspire others to the cause.

Relevance for us? Leadership within Anglo Arabian Healthcare is taken with pride and responsibility. We will endeavour to be a leader amongst our peers. We will lead from the front and not ask team members to take actions that we would not be prepared to take ourselves. We will live our values and work hard to encourage everyone to follow.

Integrity What is Integrity? Integrity is a concept of consistency in actions, values, methods, measures, principles, expectations, and outcomes. In western ethics, integrity is regarded as the quality of having an intuitive sense of honesty and truthfulness in regards to the motivations of one’s actions.

Relevance for us? We shall seek to behave in a consistent manner. We will endeavour to be open and honest in our communications with each other, our partners and our patients. We will ensure that the right people are credited for our successes and we will be fair and supportive during difficult times. We will reward and promote on merit and we will treat others as we expect to be treated ourselves.

Care What is Care? Care can be both a level of active, genuine concern, a lack of negligence, working to avoid possible dangers, mistakes, pitfalls, and risks. Care is also compassion, support and taking responsibility for the tasks entrusted to us. We should care about the quality and accuracy of our work. We should care about our clients, patients and each other and we should be empathetic, supportive, and diligent in all we do.

Relevance for us? At Anglo Arabian Healthcare, we genuinely care about the quality and accuracy of our work. We genuinely care about our clients, patients, our shareholders, our actions and performance as well as each other. We are empathetic, supportive, and diligent in all we do.

Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

Achievement What is Achievement? Achievement is what we strive for everyday. By creating innovative solutions to problems, we can be sure of delivering positive results to our partners and shareholders.

Relevance for us? Achievement is a value that is accessible to everyone sharing a common goal and vision to enable Anglo Arabian Healthcare to be at the forefront of the healthcare industry for the benefit of all residents of the GCC. Achievements will be recognised and shared with across the Anglo Arabian Healthcare family and visible to our shareholders, competitors and patients.

Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

Trust What is Trust? Trust is an absolute fundamental component to the success of any team. Trust is the reliance on truth. Trust is a currency of almost every interpersonal relationship, between work colleagues, managers and organizations. The deeper the relationship becomes, the more vital the part trust plays. It is unseen but it is what frees us to collaborate confidently with each other. When we trust one another, communication is likely to be open and frequent. There is little fear in confronting issues, conflict is quickly resolved, all of which leads to a deepening of relationship.

Relevance for us? For patients of any Anglo Arabian healthcare brand, our goal is to achieve trust through the demonstration of honest, genuine care that is consistent, convenient and accessible.

Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

Empathy What is Empathy? Empathy is the ability to understand and share the feelings of another. Empathy is the ability to understand another person’s circumstances, point of view, thoughts and feelings. When experiencing empathy, you are able to understand someone else’s internal experiences and not judge or condemn. As a quality, empathy is especially valuable in the healthcare industry when illness and treatments may cause many intense feelings such as fear, anger, sadness and anxiety.

Relevance for us? Being able to demonstrate genuine empathy leads to trust and respect. Understanding our employees, multi-cultural communities, healthcare environments, geographical and national healthcare needs will help us to make the right choices as we grow and expand.

Master Brand Elements

Brandmark

Typography

• Primary

• Latin

• Clear space

• Arabic

• Sizing

This section covers the four key visual elements that make up the Amina Hospital brand. These are the primary brandmark, the specific colours, graphic devices and imagery guide through to the typographic style. It gives you an overview of what these key elements are and how to apply them correctly and consistently throughout the various brand communication pieces.

Imagery Colour

• Master brand

• Colour versions

• Secondary

• Backgrounds • Incorrect usage

Visual system

• Specification chart

• Grids

• Colour balance and tints

Master Brand Elements There are four key elements that are used across the majority of Amina Hospital applications. They are as follows: 1. Brandmark 2. Colour palette 3. Fonts 4. Imagery

This section describes how to use these elements together to create a distinctive, flexible, yet consistent brand identity.

‫الخط الجميل‬

Museo Sans 2

3 4

The Primary Brandmark The primary brandmark or logo is the main signature of the brand. It conveys the Amina Hospital vision, as well as building visual recognition of the brand. The Amina Hospital brandmark is made up of three elements: the Amina wordmark, the Hospitals wordmark and the tagline ‘Always there to Care’. The relative sizes and positions of these elements are fixed and cannot be changed or distorted. The preferred size of the primary brandmark in a portrait A4 format is 40mm. The preferred positioning in any format is either top or bottom right. When writing Amina Hospitals in Latin text, always use upper and lower case letters as shown in this sentence. Do not use all lower case letters nor all capitals, unless a particular text style requires this (although this is rare and should always be verified by the Marketing Director). There are only four permitted colour options for the primary brandmark; Amina Hospitals Full Colour, Amina Hospitals Warm Grey, Black and White (Reversed). There is more information on the correct usage of these various colour options later in these guidelines. The Primary Amina Hospital brandmark is both Arabic and English and this is the preferred brandmark that should be used in all communication pieces. The primary brandmark with the tagline is used only in limited applications, such as advertising. The preferred brandmark is the primary brandmark without the tagline.

The primary brandmark should only be reproduced from the master artwork. It should not be redrawn or altered in any way. The master artwork is available in various electronic formats, for both Mac and PC, from the Anglo Arabian Healthcare Marketing Department in Dubai Healthcare City.

Clear Space (Exclusion Zone) To ensure prominence and legibility, the brandmark is always surrounded by a minimum area of clear space. Nothing should ever intrude into this area, such as a graphic device, imagery or type. The construction of the clear space area is based on the ‘a’, as shown in Figures. The minimum area of clear space is illustrated by the rectangle containing the brandmark. The rectangle itself is not visible and does not print. Please remember that the clear space shown right is a minimum and should be increased in all applications wherever possible.

Sizing The minimum size of the primary brandmark is 21mm in print, 65 pixels in digital as illustrated opposite. Print size = 21 mm

The brandmark is scalable and there is no limit on the maximum size. Screen size = 65 pixels

Note: This brandmark size is a minimum and should be increased wherever possible, depending on the reproduction process and to ensure legibility.

Colour Versions There are four colourways for the Amina Hospitals brandmark: Amina Hospital Full Colour, greyscale, black or white as illustrated here. The preferred option is the Full Colour brandmark on a white background. Figure 1 shows the Amina Hospital brandmark in full colour. It is the preferred brandmark colour and should be used wherever possible.

Figure 2 shows the single colour grey scale brandmark, coloured in Amina Charcoal, used in applications like the fax sheet. Figure 3 shows the single colour white reversed out of Amina Charcoal brandmark, used in limited applications, such as single colour advertisements. Figure 4 shows the single colour Amina black brandmark, used in limited applications, such as single colour advertisements. 2

Figure 5 shows the single colour white reversed out of black brandmark, used in limited applications, such as single colour advertisements.

The Amina Hospitals brandmark should not be reproduced in tints of any other colour. All other Amina Hospitals brandmark variations follow the same colour principles.

Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

Incorrect Usage

Do not alter the brandmark proportions

Do not distort the wordmarks

Hospitals

Do not use different lettering for the wordmarks

Do not alter the colour of the brandmark

Do not use the brandmark on an image

Do not use the reversed out brandmark on a secondary colour other than the Grey and Black

Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

Incorrect Usage

Do not distort or remove any of the elements

Do not use the Amina wordmark without the word ‘Hospitals’

Do not use any of the secondary colours for the brandmark

Do not rotate the brandmark at odd angles

Do not use the full colour brandmark on a secondary colour

Do not use the full colour brandmark on a black background

Colour Specification Chart Amina Hospital corporate colours are Healing Jade, Warm Grey and White.

Primary Colour Palette

The secondary colour palette consists of Sea Blue, Pale Rose and Antique Cream. Healing Jade

In lieu of the colours listed on this page, you may use the PANTONE® colours cited, the standards for which can be found in the current edition of the PANTONE formula guide. The colours, CMYK and RGB breakdowns shown on this page have not been evaluated by PANTONE, Inc. for accuracy and may not match the PANTONE Colour Standards. For accurate PANTONE Colour Standards refer to the current edition of the PANTONE formula guide. PANTONE® is the property of Pantone, Inc.

Warm Grey

White

Pale Rose

Antique Cream

Secondary Colour Palette

Primary

Sea Blue

COLOUR

SPOT

CMYK

RGB

HEX

Healing Jade

Pantone 7465 C

67.0.40.0

67.190.173

42BEAD

Warm Grey

Pantone Warm Grey 6 C

36.35.38.1

167.156.148

A79B94

0.0.0.0

255.255.255

FFFFFF

Sea Blue

Pantone 2975 C

38.2.6.0

152.213.233

97D4E9

Pale Rose

Pantone 7604 C

8.15.12.0

231.213.211

E7D4D2

2.4.7.0

247.240.232

F7F0E8

Secondary

White

Antique Cream

Tints and Colour Balance The colour balance illustrated here, is a guide to achieving a consistent colour balance across all Amina Hospitals brand communications.

Amina Hospitals Colour Balance

The illustration demonstrates the permitted tints for each colour in the Amina Hospitals colour palette.

Permitted tints

Healing Jade

80%

60%

40%

20%

Warm Grey

80%

60%

40%

20%

Sea Blue

80%

60%

40%

20%

Pale Rose

80%

60%

40%

20%

Antique Cream

80%

60%

40%

20%

Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

Typography Guideline

Typography Museo Sans Museo Sans is the corporate font that has been chosen for use on all Amina Hospitals communications. It is a modern, professional, sans serif font. It is available as a family of weights that are 100, 300 and 500 (light, regular and bold). Museo Sans regular is used for body copy, subheads, captions, folios and footnotes. Museo Sans bold is used in headings and limited applications for copy emphasis. Helvetica Neue should be used across all printed and online applications unless specified otherwise. All capital setting should be avoided unless necessary and in limited situations. It should be set in upper and lower case, and ranged left whenever possible. Type sizes and leading (line spacing) may vary according to the application and space available. For similar communications, or items that are part of a set, always keep the type sizes and leading consistent throughout.

Museo Sans 100

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?@£$%&*(){}[] 300

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?@£$%&*(){}[]

500 System font: Helvetica Neue Within the office environment software such as Microsoft® PowerPoint®, Microsoft® Word® and any electronic communications, such as email, use the font Helvetica Neue in place of the corporate font of Museo Sans. Helvetica Neue is a system font that is pre-installed on most PCs and Macs and is available in Light, Regular and Bold weights.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?@£$%&*(){}[]

Typography (Arabic) Helvetica Neue Arabic Helvetica Neue LT Arabic is the corporate Arabic font. It is available as a family of weights for MAC and PC platforms. The recommended weights for use are : Helvetica Neue LT Arabic 75 Bold: is used for main headlines and introductory copy. Helvetica Neue LT Arabic 55 Roman: is used for body copy, subheads, captions, folios and footnotes. Helvetica Neue LT Arabic should be used across all applications unless specified otherwise. All paragraphs set in Arabic are always ranged right. ‘Harakat’ should not be added to text unless necessary. Type sizes and leading (line spacing) may vary according to the application and space available. For similar communications, or items that are part of a set, always keep the type sizes and leading consistent throughout.

Arabic System Fonts Within the office environment software such as Microsoft® PowerPoint®, Microsoft® Word® and any electronic communications, such as email, use the font Arial in place of the corporate font Helvetica Neue LT Arabic in electronic templates. Arial is a system font that is pre-installed on most PCs. Arial is available in Regular and Bold weights.

Helvetica Neue LT Arabic 75 Bold

‫اأ أ بتث جح خ د ذ ر ز سش صض طظ عغغ‬ ‫ع غ فقق كك ل ل م م ن ن ه ه ة و ؤ ييي‬ 0987654321 Helvetica Neue LT Arabic 55 Roman

‫اأإ بتث جحخ دذ رز سش صض طظ عغغ‬ ‫ع غ فقق كك ل ل م م ن ن ه ه ة و ؤ ييي‬ 0987654321

Imagery

Key characteristics The Amina Hospital photographic imagery style focuses on local Arabic, Indian and expatriate families, individuals that demonstrate contentment through living a healthy, wholesome, fulfilled life. The attributes of the Amina Hospital brand positioning come alive in the brand personality and visual manifestation. This all has a significant influence on which imagery is selected for all our brand communications and advertising collateral offline, online, printed and digital.

Empathy This quality is demonstrated throughout the imagery chosen for Amina Hospitals and gives the audience a feeling that genuine care is easily and naturally available. This quality is attractive especially when appealing to families with children.

In Touch Images are used that represent Amina Hospitals and have an understanding of Middle Eastern culture whilst being available and accessible to other expatriate demographics.

Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

The Content The Amina Hospital master imagery style should appear totally natural and not posed or artificial. At times, a reportage style is appropriate from image content through to composition. Our imagery must always be entirely credible, authentic and realistic, without appearing staged or artificially altered in any way.

When using any types of images, ensure that the LOGO is fully legible. Try not to use stock photography but instead, use genuine photographs (with written consent from the model being sought at all times and logged with the Marketing Department). Do not use ClipArt or starbursts, stars and ‘special offer’ explosions! Ensure that images are not pixelated, low resolution, distorted or crudely ‘Photoshopped’. The Marketing Director is able to provide a comprehensive library of images that reflect and resonate with our target audience. Please do not hesitate to get in touch to request a specific image if required.

Brand Tone of Voice

Brand Tone of Voice One of the most important ways we influence how our patients perceive the Amina Hospitals, is through the words we use when we write and speak. Communication styles should be guided with key words repeated to ensure consistency. Always refer to and use these Key Words whenever possible. Following these principles in all of our communications whether in print, online, on the radio or at our reception desks, will ensure that Amina Hospitals develop an individual communication style. This principle should apply in every kind of communication from our leaflets, brochures, advertisements or promotions, to email introductions and internal communications. Together with our consistent behaviour across the group that is guided by our values we now begin to develop the personality of Amina Hospitals that ultimately, adds value to our group as well as brings us together as one team in harmony.

Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

So, who are we communicating with? Consumers

Target Readership

The Amina Hospitals have a diverse patient base. Our patients are local and expatriate Arabs as well as American, European and south, south-east Asians predominately in the 18-55 age group living in UAE and other GCC countries. Their occupations can range from office workers to high-level corporates. Aside from the need for accessible and quality based health care, what these groups have in common is a restricted English vocabulary. They are likely to be living a comparatively good lifestyle and their exposure to English has been limited by cultural and possibly employment experiences.

Our target reader is educated with a working knowledge of English language and grammar. They may not be familiar with obscure words, literary references, English slang or complicated technical terms. This core reader should be able to read all our communications without difficulty and we should avoid using any of the above when communicating.

Quality At no point should we give the impression that Amina Hospitals are a cheap, uncaring or compromised service. We do not cut corners and speak to our patients in an adult, respectful manner. We understand and respect the characteristics of the diverse patient demographics and treat them with dignity, protecting their privacy and offering genuine support where required. Our patients are respectable people who appreciate the value of healthcare expertise and genuine care and we value and respect them all with our patients’ dignity at the forefront of our behaviours.

Language Language

Reassuring tone

The words used should be simple. This is important not only for the English texts themselves but to facilitate translation into Arabic, Indian, Filipino etc languages. It is important that all material facts are clear and un-obscured to avoid misunderstandings. For example, we should be crystal clear about the services provided and what patients should expect. We should be transparent about services that may carry additional costs. Sentences should be of mixed length but with a greater proportion of short sentences than would be used for native English readers. English often has two words for the same (or very similar) meaning. The shorter and more familiar word is often Anglo- Saxon word, with the longer being of French or Latin origin. The shorter word will normally be preferred. For example ‘begin’ is better than ‘commence’. All texts should be in UK English as the target audience are more likely to have learned this than US English.

The tone of voice should be warm, supportive, encouraging and personal, but should also respect the individual and their rights to privacy. The patient may be making initial contact with an Amina Hospital at a time of great stress in their lives. The tone needs to be calm, confident and reassuring.

Culture references We should avoid negative cultural references. For example, when talking about obesity, we might refer to the custom of over-eating at specific events or festivals. This should be avoided. Talk and discuss instead about lifestyle and the importance of healthy eating and taking regular exercise.

Formal versus informal Paradoxically, this group may have difficulty with more informal writing styles. In particular, contractions that are often used to create a friendly and approachable style (isn’t, they’re) may be less well understood by those with less experience of spoken English. For the same reasons we should avoid slang and new formations. A degree of formality also has the benefit of supporting the ‘heroic’ quality of the brand and the need for trust. Few of us would be happy entrusting our health to someone who wrote in an off-hand or slang style. Informal language is common in advertising but would be entirely inappropriate in this context. Again, we should not expect potential customers to struggle with elaborate vocabulary when they are worried about the health of a loved one.

Terminology Medical issues

‘Selling’ text

Medical terms have obvious potential for confusion. Avoid complex medical terms except when they are needed for clarity. Use the ‘common’ term where possible, but avoid euphemisms. Where medical terms are used for the first time they should be followed by the common term in brackets.

Acronyms The medical community uses many acronyms, from ENT, ECG to MRI. Where these are unavoidable they should be written out in full at first usage.

The customer has a need for medical services. It is a question of them selecting the right provider. The fact that they may not be in the market for more expensive services does not change this. The tone of voice must always be professional and avoid any sense of ‘selling’ or commerce. Amina Hospitals is simply providing information that helps customers make the right decision for themselves and their families. The use of an overtly commercial tone of voice would damage the brand values.

Personal or embarrassing conditions It is important to respect the customer as an adult. Always use clear terminology as euphemisms can create misunderstanding and confusion. If the subject is especially sensitive, use the full medical terminology.

Word Bank Describing Staff/Clinical

Facilities

Care/Staff

Professional

Clean

Expert

The Deal

Patients Lifestyle

Warm

Essential

Hard-working

Hygienic

Caring

Competitive

Family

Skilled

Modern

Understanding

Comprehensive

Trust

Experienced

Comfortable

Sensitive

Fair

Children

Able

Well- maintained

Discreet

Flexible

Care

Qualified

High quality

Respect

Honest

Sensible

Knowledgeable

Fresh

Reliable

Reasonable

Career

Responsible

Bright

Committed

Reputation

Happiness

Focus

Spotless

Helpful

Straightforward

Confidence

Healing

21st Century

Ethical

Complete

Local

In safe hands

Safe

Personal

Good value

Choice

Specialist

Approved

Reassuring

Simple

Precious

Insight

Pleasant

Friendly

Affordable

Protect

Well-equipped

Welcoming

Trained

Access

Well-being

Dedicated

Relaxing

Polite

Quality

Prudent

Terms and phrases to avoid: At all times avoid judgmental terms that could be interpreted as insensitive or offensive. For example, ‘If you have become flabby and unfit’, Culturally limited ideas (e.g., festivals, unless citing list to demonstrate diversity) Excessive claims: ‘We have the answer to your problems’, ‘we can cure’ fear, embarrassment: ‘Do you have unsightly spots?’ ‘Your children are at risk from...’

Stationery

Letterhead

Size A4: Overall dimensions 210mm x 297mm. Paper stock : Mohawk Via, Vellum White/Bright White, 104 gsm Code VIA128370 Brandmark The size and position of the Amina Hospitals brandmark is as shown right. The brandmark is positioned at the top right corner of the page. Prints Full Colour. Contact details Set in 8.5/10pt Museo Sans, centered. Prints Warm Grey. Space after 2mm. ‘a part of Anglo Arabian Healthcare’ Set in 7/8pt Museo Sans, centered. Prints Warm Grey. All dimensions shown are in millimetres.

PO Box 1234, Opp. Arab Bank, Al Quds Road, Ajman, United Arab Emirates Tel:+9716-745 77 55 , Fax:+9716-747 12 17, Email:info@amina-hospitals.com, www.amina-hospitals.com a part of Anglo Arabian Healthcare 10

English Letter

Size A4: Overall dimensions 210mm x 297mm.

Paper stock : Mohawk Via, Vellum White/Bright White, 104 gsm Code VIA128370 Brandmark The size and position of the Amina Hospitals brandmark is as shown right. The brandmark is positioned at the top right corner of the page. Prints Full Colour. Contact details Set in 8.5/10pt Museo Sans, centered. Prints Warm Grey. Space after 2mm. ‘a part of Anglo Arabian Healthcare’ Set in 7/8pt Museo Sans, centered. Prints Warm Grey. All dimensions shown are in millimeters.

31st July 2013 Medical Director ABC Medical Centre PO Box 12345 Dubai, UAE Dear Doctor, Sub: Amina Brand Guidelines Con minimim venami quis nostrud laboris nisi ut aliquip ex ea com dolor in reprehenderit involuptate nonumi. Mimimum veniami ex ea con dolor nisi ut aliquip consequat duis autem vel eum iruire dolor in endrerit, voluptate velit est. Sit amet, consectetuer adipiscing elit, sed diam nonummie uismod tincidunt ut laroeet doloremagna aliquam erat voluptat. Consequat Duis autem vel eum iruire dolor in endrerit, volup tatevelit est. Sit amet, conse ctet uer adipiscing elit, sed diam nonummi. Euismod tincidunt ut laroeet dolore magna aliquam erat voluptat illum dolore eu feugiat nullafacilitis ad vero eros et accususam et stro odio dignissim blandit praeset lupatum auge duis.Mimimum veniami ex ea con dolut wisi enin ad minim quis nostrud ad nostris pro amat.Sed aliquo ut nisi alter ego qid propter anno et cetera. Ullam venit cum permissio, alter ego cum frater et patris et mater. Mimimum veniami ex ea con dolor nisi ut aliquip consequat duis autem vel eum iruire dolor in endrerit, voluptate velit est.Euismod tincidunt ut laroeet dolore magna aliquam erat voluptat illum dolore eu feugiat nullafacilitis ad vero eros et accususam et stro odio dignissim blandit praeset lupatum auge duis.Mimimum veniami ex ea con dolut wisi enin ad minim quis nostrud ad nostris pro amat.Sed aliquo ut nisi alter ego qid propter anno et cetera. Ullam venit cum permissio, alter ego cum frater et patris et mater. Sit amet, consectetuer adipiscing elit, sed diam nonummie uismod tincidunt ut laroeet doloremagna aliquam erat voluptat. Consequat Duis autem vel eum iruire dolor in endrerit, volup tatevelit est. Sit amet, conse ctet uer adipiscing elit, sed diam nonummi. Yours sincerely

Julie Adams Marketing Director

Arabic Letter

Contact details Set in 8/9pt Helvetica Neue Arabic Regular, centered. Prints Warm Grey.

Typed letter Set in 11/14pt Helvetica Neue Arabic Regular ranged right. Prints black. Paragraphs are separated by one clear line space, with no indentations. Start position The date starts 53mm from the top as shown right. Address The address line starts one clear line space below the date as shown right.

Salutation, subject and body copy The salutation starts two clear line spaces below the last line of the address. The subject begins two clear line spaces below the salutation. The body of the letter begins two clear line spaces below the subject as shown right.

Sign off The sign off appears one clear line space below the last line of the last paragraph. Three clear line spaces should be left before the name and title of the sender is typed.

Note: Maximum line length of body copy is 180mm. All dimensions shown are in millimetres.

Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

Continuation Sheet

Size A4 Overall dimensions 210mm x 297mm. Paper stock Mohawk Via, Vellum White/Bright White, 104 gsm Code VIA128370 Brandmark The size and position of the Amina brandmark is as shown right. The brandmark is positioned at the top right corner of the page. Prints Full Colour. All dimensions shown are in millimetres.

Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

Business Card Size Overall dimensions 92mm x 54mm.

Paper stock Mohawk Via, Vellum White/Bright White, 270 gsm Code VIA29-4385

Julie Adams Marketing Director M: +971 509640858 E: julie.adams@amina-hospitals.com

Brandmark The size and position of the Amina brandmark is as shown right. The brandmark is positioned at the top right corner of the card. Prints Full Colour.

PO Box 1234, Opp. Arab Bank, Al Quds Road, Ajman, United Arab Emirates Tel:+9716-745 77 55 , Fax:+9716-747 12 17, Email:info@amina-hospitals.com, www.amina-hospitals.com

Name of person English set in 7/9pt Museo Sans, ranged left. Prints Dove Grey. Arabic set in 7/9pt Helvetica Neue Arabic Roman, ranged right. Prints Dove Grey. Job title & mobile English set in 7/9pt Museo Sans ranged left. Prints Dove Grey. Arabic set in 7/9pt Helvetica Neue Arabic Roman, ranged right. Prints Dove Grey.

a part of Anglo Arabian Healthcare 4

Contact details English set in 7/8.4pt Museo Sans, ranged right. Prints Dove Grey. Arabic set in 7/8.4pt Helvetica Neue Arabic Roman, ranged right. Prints Dove Grey. ‘a part of Anglo Arabian Healthcare’ English set in 6/7.2––pt Museo Sans, ranged right. Prints Dove Grey.

M: +971 509640858 E: julie.adams@amina-hospitals.com 1234 T: +971 04 285 0710, F: +971 4 1234 567 E: info@amina-hospitals.com, www.amina-hospital.com

Compliment Slip Size Overall dimensions 100mm x 210mm. Paper stock Mohawk Via, Vellum White/Bright White, 270 gsm Code VIA29-4385 Brandmark The size and position of the Amina brandmark is as shown right. The brandmark is positioned at the top right corner of the page. Prints Full Colour. ‘With our compliments’ English set in 14/16pt Museo Sans, ranged left. Prints Dove Grey. Arabic set in 14/16pt Helvetica Neue Arabic Roman, ranged left. Prints Warm Grey.

With compliments

Contact details Set in 8.5/10pt Museo Sans, centered. Prints Warm Grey. Space after 2mm. ‘a part of Anglo Arabian Healthcare’ Set in 7/8pt Museo Sans, centered. Prints Warm Grey. All dimensions shown are in millimetres.

DL Envelopes Size Overall dimensions 220mm x 110mm. Paper stock White Hispapel Brandmark The size and position of the Amina brandmark is as shown right. The brandmark is positioned at the bottom right corner. Prints Full Colour. Contact details Set in 8.5/10pt Museo Sans, centered. Prints Warm Grey. Space after 2mm. ‘a part of Anglo Arabian Healthcare’ Set in 7/8pt Museo Sans, centered. Prints Warm Grey.

All dimensions shown are in millimetres.

C3 Envelopes Size Overall dimensions 458mm x 324mm. Paper stock Brown Hispapel Brandmark The size and position of the Amina brandmark is as shown right. The brandmark is positioned at the bottom right corner. Prints Full Colour. Contact details Set in 8.5/10pt Museo Sans, centered. Prints Warm Grey. Space after 2mm. ‘a part of Anglo Arabian Healthcare’ Set in 7/8pt Museo Sans, centered. Prints Warm Grey. All dimensions shown are in millimeters.

Facsimile 25

25 12

Size A4 Overall dimensions 210mm x 297mm.

Brandmark The size and position of the Amina brandmark is as shown right. The brandmark is positioned at the top right corner of the page. Prints greyscale.

FACSIMILE Date

Facsimile The starting point is at 65mm from the top. English set in 20/22pt Museo Sans, ranged left. Prints black. Arabic set in 22/22pt Helvetica Neue Arabic Roman,

Fax Company Attention Pages

Date, to, from, etc English set in 10/12pt Museo Sans, ranged left. Prints black. Arabic set in 10/12pt Helvetica Neue Arabic Roman, ranged left. Line weight is 0.25pt. All lines print black.

Subject Ref From

If you do not receive all the pages, please call us immediately.

Writing area The writing area is defined by the grey box shown right. The starting point is at 155mm from the top. The maximum writing area is 90mm. Contact details Set in 8.5/10pt Museo Sans, centered. Prints black. Space after 2mm. ‘a part of Anglo Arabian Healthcare’ Set in 7.5/9pt Museo Sans, centered. Prints black. Note: Maximum line length of body copy is 90mm. All dimensions shown are in millimetres. Privileged information may be contained in this fax and is intended only for the use o f the addressee. If you are not the addressee, please do not copy or deliver to anyone else other than the intended recipient. If you receive this fax by mistake, please telephone the sender. Thank you.

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Forms Date

Department

Doctor

Patient Medical Records Size A4 Overall dimensions 210mm x 297mm. PATIENT MEDICAL RECORD FORM

Brandmark The size and position of the Amina brandmark is as shown right. The brandmark is positioned at the top right corner of the page. Prints Full Colour. Headline Set in 12/14pt Museo Sans, ranged left. Prints Dove Grey. Subheads Set in 10/12pt Museo Sans, ranged left. Prints Dove Grey.

Date

Department

Doctor

Notes Set in 8/10pt Museo Sans, ranged left. Prints Dove Grey. This medical record is the property of Amina Hospitals

Table Line weight 0.25pt. Prints Dove Grey.

Contact details Set in 8.5/10pt Museo Sans, centered. Prints Warm Grey. Space after 2mm. ‘a part of Anglo Arabian Healthcare’ Set in 7/8pt Museo Sans, centered. Prints Warm Grey.

Date

Department

Doctor

All dimensions shown are in millimeters.

Branded Applications

Print Collateral Margins The margin should be set at 12mm for an A4 page. Grid A 2x3-column grid is recommended for all portrait format print collateral. This grid is illustrated right by the blue lines The column width is 59mm and the gutter is 4.5mm.

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Brandmark size & positioning The size of the brandmark could be 50mm for an A4 page. The preferred positioning of the brandmark is at the bottom right corner of the page as shown in Figure. The brandmark can also be positioned at the top right corner of the page, however the preferred positioning is the bottom right corner. Imagery The imagery used in Amina Hospitals applications must be carefully selected according to the imagery style.

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Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

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Billboard The billboard illustrates how the brand elements come together. It follows the same principles as all other communication pieces. For copy formatting, please refer Typography section of these Brand Guidelines. For colour values, please refer to colour specification chart section of these Brand Guidelines. For imagery style, please refer to Imagery section of these Brand Guidelines.

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Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

Mupis The Mupis illustrates how the brand elements come together. It follows the same principles as all other communication pieces. For copy formatting, please refer Typography section of these Brand Guidelines. For colour values, please refer to colour specification chart section of these Brand Guidelines. For imagery style, please refer to Imagery section of these Brand Guidelines.

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Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

Banners The Banners illustrates how the brand elements come together. It follows the same principles as all other communication pieces. For copy formatting, please refer Typography section of these Brand Guidelines. For colour values, please refer to colour specification chart section of these Brand Guidelines. For imagery style, please refer to Imagery section of these Brand Guidelines.

Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

Email Signature Shown right is the email signature used for all Amina Hospitals staff. It follows the same principles as all other communication pieces. For copy formatting, please refer Typography section of these Brand Guidelines. For colour values, please refer to colour specification chart section of these Brand Guidelines.

Dear Name, 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. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Typi non habent claritatem insitam; est usus legentis in iis qui facit eorum claritatem. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius. Many Thanks, Julie Adams Marketing Director

A part of Anglo Arabian Healthcare

This is an e-mail from Anglo Arabian Healthcare. Its content are confidential to the intended recipient. If you are not the intended recipient, be advised that you have received this e-mail in error and that any use, dissemination, forwarding, printing or copying of this e-mail is strictly prohibited. It may not be disclosed to or used by anyone other than its intended recipient, nor may it be copied in any way. If received in error, please email a reply to the sender, then delete it from your system. Although this e-mail has been scanned for viruses, Anglo Arabian Healthcare cannot ultimately accept any responsibility for viruses and it is your responsibility to scan attachments (if any).

Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

Signage The signage illustrates how the Amina Hospitals brand elements come together. It follows the same principles as all other Amina Hospitals communication pieces. For brandmark usage, please refer to Brandmark section of these Brand Guidelines. For colour values, please refer to colour specification chart section of these Brand Guidelines.

Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

External Signage The signage illustrates how the Amina Hospitals brand elements come together. It follows the same principles as all other Amina Hospitals communication pieces. For brandmark usage, please refer to Brandmark section of these Brand Guidelines. For colour values, please refer to colour specification chart section of these Brand Guidelines. For imagery style, please refer to Imagery section of these Brand Guidelines.

Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

Uniforms Uniforms for all front line receptionists, healthcare assistants, nurses, lab staff, Doctors and surgeons are compulsory and very important in terms of making sure that Amina Hospital staff members are smart, neat and professional. Name badges will also be compulsory. Full details of each uniform kit is available together with a comprehensive uniform guide for your reference and shall form part of the overall Amina Hospital brand guidelines.

Name Badge The signage illustrates how the Amina Hospitals brand elements come together. It follows the same principles as all other Amina Hospitals communication pieces. For brandmark usage, please refer to Brandmark section of these Brand Guidelines. For colour values, please refer to colour specification chart section of these Brand Guidelines.

Mervin Reblora Radiographer

Amina Hospitals Corporate Identity and Brand Guidelines August 2013 â&#x20AC;&#x201C; Copyright ÂŠ Anglo Arabian Healthcare

For Help and Guidance please contact Julie Adams, Marketing Director at Anglo Arabian Healthcare P.O. Box 78474, Office 101, First Floor, Ibn Rushd Building No. 33, Dubai Healthcare City, Dubai, United Arab Emirates M +971 55 285 0710 T +971 44 528 452 F +971 44 528 536 E julie.adams@angloarabian-healthcare.com W www.angloarabian-healthcare.com

ALWAYS THERE TO CARE

Amina Hospitals Corporate Identity and Brand Guidelines www.amina-hospitals.com