Brand guidelines 2013 by Guillermo Otero

BRAND STYLE GUIDE 2013

Visual Identity | Leadership | Clear Communication | Quality | Consistency

CONTENTS

INTRODUCTION

BRAND ELEMENTS

Guideline Use......................................................ii

Brand Fonts and Typesetting..........................B-1 Core brand fonts..........................................B-1 Alternate font usages..................................B-1 Brand Colors..................................................B-2 Pantone Matching System colors................B-2 CMYK 4-color process colors......................B-2 RGB web and digital colors........................B-2 Greyscale colors...........................................B-2 Brand Graphics...............................................B-3 Background / Boarder................................B-3 Image Grid...................................................B-4 Headline Treatment.....................................B-5 Core Graphic Elements Applied.................B-6

LOGO Logo Variations...............................................A-1 Standard Logo.............................................A-1 Logo + Tagline..............................................A-1 Logo + Department / building identifier........A-1 Unacceptable Usage...............................A-2 Logo Colors...................................................A-3 Standard 4-color.........................................A-3 Standard 1-color..........................................A-3 Reversed 1-color..........................................A-3 Logo Size and Buffer Zone.............................A-4 Tagline.......................................................A-5 Usage.......... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A- 5 Unacceptable Usage...................................A-6

RESOURCES Marketing Toolkit............................................C-1 Brand Team....................................................C-2

INTRODUCTION This guideline offers graphic standards and resources for University of Illinois Hospital & Health Sciences System marketing and communication projectsâ&#x20AC;&#x201D;printed materials, websites, news and promotional text and more. These standards will establish and help maintain a strong brand identity for the Health System. A few things to remember. Consistency is critical to a strong identity. UI Health System is the new name for the system that includes the University of Illinois hospital and outpatient center, the clinical research and patient care activities of the Health Sciences Colleges, Mile Square and other community access points like University Village and The Oâ&#x20AC;&#x2122;Hare Clinic as well as specialty clinics in Peoria and Quad Cities. Your consistent usage of UI Health according to these guidelines is an important part of overcoming confusion with other campus brands such UIC and individual department and program identities as well as external brands that may sound similar. By branding up to the UI Health name and graphics, each entity will enjoy brand reinforcement every time UI Health is seen or heard--whether it is used to refer to the entire organization or a single department or program. Consistency and synergy across entities is the way strong brand identities are built. The guidelines presented here ensure a basic level of coordination and consistency across Health System communications. At the same time, they provide departments and programs the latitude to develop projects that meet their specific needs.

THE UNIVERSITY OF ILLINOIS HOSPITAL & HEALTH SCIENCES SYSTEM LOGO This section covers the basic positioning and usage requirements of the logo and associated lock-ups. Consistent adherence to correct use of the logo is central to the basic protection of the brand. All materials that bear this mark, whether formal communications or premiums, represent and impact the whole of the brand.

THE LOGO

Layout Variations

Primary Logo

Secondary Logos (usage requires brand approval)

Logo + Department/building Identifier

LOGO USAGE • The Primary Logo should be used in all general communications from the hospital & health sciences system.

• The Logo + Department Identifier can be used in communications from or about a specific department of the hospital & health sciences system.

• The Secondary Logos can be used in situations where space is a limitation or where the content does not justify it’s use.

A-1

THE LOGO

Unacceptable Usage

University Of Illinois Hospital & Health Sciences System

Never deconstruct, reassemble or otherwise graphically alter the logo in ways including but not limited to: • Sizing parts of the logo independently • Separating or removing the Logomark from the wordmark

• Typesetting any part of the logo • Applying affects such as embossing, drop shadow, ghosting, adding dimension or any other such affect that would alter the appearance of the logo from it’s intended form.

A-2

THE LOGO Color Variations

COLOR

The color logo is the preferred logo and should be used wherever possible.

BLACK The black logo should be limited to such uses where a color or grayscale logo cannot be used and when printing on a light solid colored background.

BLUE The blue PMS 308 C 100% logo should be limited to such uses where a full color cannot be used or on a surface that requires a solid non-screen image for best results.

WHITE / REVERSE The white/reverse logo should be limited to such uses where it must be printed on a dark solid colored background such as on textiles or promotional items.

Never Use the logo in any other color, regardless of the background.

A-3

THE LOGO

Minimum Size & Buffer Zone

MINIMUM SIZE

2.25 inches wide for print 300px for web or email

2.25'' 300px

BUFFER ZONE

x distance from all sides

• Always enlarge or reduce the size of the logo proportionately; never stretch or distort the logo; do not cut out any elements or type. • To ensure legibility, the logo should always be at least 2.25 inches wide.

• In order to maintain it’s integrity, always separate the logo from other type, graphic elements or page edges by a minimum buffer Zone as defined above. • If you cannot meet the buffer zone and size requirements for premiums or giveaways, please see the brand team.

A-4

THE TAGLINE

Acceptable Usage

Logo + Tagline

CHANGING MEDICINE. FOR GOOD.

TAGLINE LOCK-UP

TYPESETTING THE TAGLINE

The Logo+Tagline is the preferred form of tagline usage and should be used whenever possible as in all general communications from the hospital & health sciences system.

The tagline may be typeset as a headline in specific instances where it occurs alongside no other copy or information such as signage or brochure covers. The typesetting of the tagline should follow all the rules that apply to headline typography as defined in section B-#

A-5

THE TAGLINE

Unacceptable Usage

Changing medicine. For good.

CHANGING MEDICINE. FOR GOOD.

CHANGING UROLOGY. FOR GOOD.

Never deconstruct, reassemble, modify or otherwise alter the tagline in ways including but not limited to: • Recreating the logo by typesetting the tagline below the core logo.

• Typeset the logo not consistent with headline font and color rules. • Alter the tagline to suit a specific department or for any other reason. This is allowed in the body copy of the material such at the end of a story or article.

A-6

BRAND ELEMENTS This section covers the essential visual elements that make up the look of the University of Illinois Hospital and Health Science System brand. Font and color use is explained, and the details of layout assembly is defined. A variety of collateral examples are also shown to server as a starting point for continuing the University of Illinois Hospital and Health Sciences system look in a wide range of sizes.

BRAND TYPEFACES

Fonts and Usage

Headline Typeface – Gotham Light (uppercase) or Gotham Thin (uppercase) :: Headline should be three lines or less

CELEBRATING LIFE:

PATIENT APPRECIATION EVENT! CELEBRATING LIFE:

PATIENT APPRECIATION EVENT! Body Copy –Gotham Book : 9pts font :: 13 pts leading

Introducing the University of Illinois Hospital & Health Sciences System. What you knew as the University of Illinois Medical Center is now part of a larger organization that also includes the university health sciences colleges. By bringing these resources together, we’ll be able to make the best care accessible to those who need it most. Because we all deserve the best healthcare. The University of Illinois Hospital & Health Sciences System. Changing medicine. For good.

Call to Action – ITC Franklin Gothic (uppercase)

FIND OUT MORE AT HOSPITAL.UILLINOIS.EDU

Web Friendly (for live text fields) and when Gotham is not available – Arial Regular

We’re proud to welcome Children’s Hospital University of Illinois, a children’s hospital within our hospital providing compassionate, high quality healthcare to children of all ages. Read More

Headlines are always uppercase and set in Gotham LIght

Call to Action copy is always uppercase and set in Franklin Gothic Medium Condensed.

Body copy is sentence case and set in Gotham book. For instances such as live text on the web Arial Regular can be substituted.

Type Effects. Do not use drop shadows or other special effects on headlines or other text.

B-1

BRAND CLOLORS

Process & Spot Colors

Primary Blue 85% PMS 308C C85 M4 Y0 K40 R38 G126 B162

Background Tan 10% PMS 132C C0 M3 Y10 K3 R246 G237 B221

Secondary Blue 85% PMS 289C C85 M54 Y0 K51 R38 G75 B116

Black 90% PMS 426C K90 R65 G64 B66

Grayscale

Black K90

Gray K15

B-2

BRAND GRAPHICS Background / Border

Color

All branding materials us a combination of border and background color as the base of the design. For color applications, a white border is used with a tan background. For grayscale applications, a grey border around a white background.

Greyscale

The size of the border is dependent on the size of the design, but it should be only about 1-2% the size of the longest side. For example, a 5.5" wide by 8.5" high ad would have a border that is .125" or approximately 1.5% of 8.5".

B-3

BRAND GRAPHICS

Image Grid / Headline

The image grid is comprised of 3 or more images that help to establish or support the message of the ad.

• The gap between images should remain consistent throughout the layout including between images and copy or other elements.

• The overall appearance of the image group should be organic yet anchored off an internal grid structure. It should be asymmetric yet still balanced.

• Images should bleed off the sides of vertical formatted layouts and off the top/bottom of horizontal formatted layouts.

• One of the images (usually the largest) should contain a suitable background that is simple and dark enough to reverse a headline out of.

B-4

BRAND GRAPHICS Headline Treatment

Example 1 Center justified

Example 2 Left Justified

GROUNDBREAKING MEDICINE AND ACCESSIBLE HEALTHCARE HAVE A NEW NAME.

When the two are used together, the headlines should be set in white type reversed out of the image. A suitable image must be chosen that is simple and dark enough to allow for the headline to be easily legible.

The headline may be right, left or center justified and moved around within the image to a suitable place where it is most legible and balances with the rest of the copy.

B-5

BRAND GRAPHICS

Core Graphic Elements Applied

Image Grid

GROUNDBREAKING MEDICINE AND ACCESSIBLE HEALTHCARE HAVE A NEW NAME.

Headline

Introducing the University of Illinois

Body Copy

Hospital & Health Sciences System, a revolution in healthcare based on a simple thought: combine all the University of Illinois health science resources to provide the latest research, care and innovations to the people who need it most. By bringing our

Border/Box

resources together, we can begin bringing healthcare disparities to an end. At the University of Illinois, weâ&#x20AC;&#x2122;re changing medicine. For good. FIND OUT MORE AT HOSPITAL.UILLINOIS.EDU

Logo

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B-6

BRAND GRAPHICS

Core Graphic Elements Applied

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Established in 1909, The Institute for Juvenile Visitors may dine in our hospital’s cafeteria during Research (IJR) was the first child mental health the following hours: center in the nation and one of the first to train Cafeteria psychiatrists in child and adolescent specialties. Monday-Friday It’s rich history includes ties to Jane Addams Hull Breakfast: 6:30 10 a.m. House anda.m. the –first juvenile court in the nation. Limited 10 a.m. - 10:45 a.m. IJRMenu: was transferred to the University of Illinois Chicago Lunch:at10:45 a.m.in – 1990. 2 p.m.Directed by Carl C. Bell, MD, a national Limited Menu: 2and p.m.international – 3:45 p.m. leader in community psychiatry, IJR faculty are engaged in a broad Dinner: 3:45 p.m. – 7 p.m. spectrum of research and also offer child psychiatry Saturday, Sunday, and and Holidays clinical services training programs in child Breakfast: 7 a.m. psychology, – 10 a.m. psychiatry, and social work Limited Menu: 10 a.m. – 10:45 a.m. Pediatric mood disorders include a cluster of Lunch: 10:45 a.m. – 2 p.m. behaviors and emotions that reflect clinically Limited Menu: 2 p.m. – 3:45 p.m. significant disorders, such as depression and Dinner: 3:45 p.m. – 6 p.m. bipolar disorder. Bipolar disorder is marked by periods of extreme and impairing changes in Vending machines are available 24-7. thinking, behavior in the Jive ‘N’mood, Java isenergy, open 24 hours aand day. context of episodes of mania and depression.

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The Autism Spectrum Disorders are comprised PARKING core ofof comprehensive impairments in reciprocalcare social interactions Located at 1100 South Wood St. and 915 South and communication stereotyped patterns of throughout the circle ofwith life! Paulina St. For weekly parking at a reduced rate, behavior and interests. These disorders range from please contact the Department of Guest Services mild to severe and encompass individuals who at 312.996.3610, Monday through Friday, speak in sentences to individuals who are mute and individuals with average intelligence to those with University of Illinois higher or lower ability.

Hospital & Health Sciences System

Walter ADDITIONAL Payton Liver Center RESOURCES Pediatric Research and Intervention Center: 1740 West TaylorBrain Street www.psych.uic.edu/brain-center/index.html Seventh Floor West Chicago, IL 60612 If you are seeking about child-focused 312.996.8466 (front deskinformation line) outpatient EVALUATION AND TREATMENT services at UIC, please contact our clinic intake department at 312-996-7723. The Psychiatry website: www.psych.uic.edu

Workshops We provide workshops on: • Pediatric Bipolar Disorders • Autism Spectrum Disorders • Disability Awareness Education Content: • Definitions of these disorders • Classroom interventions and accommodations • Managing acute emotional difficulties • Embedding disability awareness within educational benchmark curricula • Using Positive Behavioral Interventions and Supports (PBIS) to promote positive behavior among students with and without disabilities Our workshops can be tailored to general education students.

WELCOME TO THE

WORKSHOPS & CONSULTATION Bipolar and Autism Spectrum Disorders & Disability Awareness Education

School Consultation Workshop Leaders provide consultation on an individual case by case basis or on a classroom basis.

WALTER PAYTON LIVER CENTER

Professional Learning Groups Consultation on developing evidence-based specialized staff learning groups CONTACT INFORMATION For more information about upcoming workshops and/or school consultation services, please contact our team at the email addresses below. Sally Weinstein, Ph.D. sweinstein@psych.uic.edu Marrea Winnega, PhD, BCBA mwinnega@psych.uic.edu Roberta Paikoff Holzmueller, Ph.D. rholzmueller@psych.uic.edu

Pyschiatry

Tri-Fold Brochures 1. Photo array - if there is enough compelling, supporting images the use of an image grid is best.

1. Single image - if there isn’t enough photos to use then using one strong single image is acceptable.

2. Headline - can be a mix of font size and color to provide visually variety and importance to certain words.

3. Logo - the main logo or department logo should always be placed at the bottom of the brochure.

3. Logo - the main logo or department logo should always be placed at the bottom of the brochure

1. No Image - if there aren’t any images then the use of the blue field and water marked icon should be used. 2. Headline - can be a mix of font size and color to provide visually variety and importance to certain words. The headline should be placed in the blue field. 3. Logo - the main logo or department logo should always be placed at the bottom of the brochure

B-6

BRAND GRAPHICS

Core Graphic Elements Applied

university of Illinois

CELEBRATING LIFE:

PATIENT APPRECIATION EVENT!

The team members of the Blood and Marrow Transplant Program at the University of Illinois Hospital & Health Sciences System would like to recognize and celebrate our patients and their family members. Please join us for a joyous occasion and complimentary lunch! When: Saturday, November 3, 2012 Where: UIC Student Center West, 828 S. Wolcott Time: 11:00 am-12:00 pm

Sickle cell center Welcomes You

For more information please or to register for the event, please contact Ms. Patricia Kemerley at 312.996.6771 (subject to change) Complimentary parking is located at 905 S. Wolcott St.

For more information about the BMT program please visit hospital.uillinois.edu/bmt

FLYER - design elements include: • Photo array • Multi-color headline, with varying size • Since this is a smaller creative piece the headline is set out side of the images • Department logo

POSTER - design elements include: • Multi-color headline • Varying sizes and font weights • If there were large images on the poster then the designer should try to place the text on the image similar to page B-6.

B-6

RESOURCES

Marketing toolkit

When you’re ready to start creating your own brand communications, you’ll find all you need on the marketing toolkit. HOSPITAL.UILLINOIS.EDU/MARKETING/MARKETING_TOOL_KIT.HTML Here you will find the resources to support the marketing of patient care-related specialties to consumers, patients and referring physicians. The ToolKit provides: • B ackground information on the University of Illinois Hospital & Health Sciences System brand • Project request forms • Templates • Examples • Photos • logos • Frequently asked questions

C-1

RESOURCES

Brand Team

CAMILLE BAXTER | Director of Health Enterprise Marketing cbaxter@uic.edu | 312.413.9737 All questions and concerns should be referred to:

mgruml2@uic.edu | 312.413.0880

C-2