Avondale Wellness Center Style Guide
Introduction
This Mark Identity Guide was developed to help provide a foundation for the consistent use of the mark generated for Avondale Wellness Center. The uses outlined in this guide cover the application process of the mark Avondale Wellness Center across a wide variety of media such as collateral, promotions, advertising, and uniforms, etc. The use of the mark, as laid out in the identity guide, will keep a consistency that will enhance the quality, and appearance of the mark throughout it’s applications to different media.
Section 1: Mark Basics
.1 Introduction .2 Styles .3 Black and White Variations .4 Colors .5 Buffer Zone Horizontal .6 Buffer Zone Vertical .7 Unauthorized Usage .8 Original Design .9 Typography
Mark Basics: Introduction
Introduction
Our mark has an inherent likeness to that of a bloom that represents the warmth and caring that is associated with the sense of new life, new opportunities, and new beginnings. These representations that are shown through our mark are qualities that Avondale Wellness Center wishes to provide as service to the community.
Mark Basics: Styles
Styles
The mark can be shown in three different styles that will still maintain the integrity of the original mark and still be readable. These variations on the style of the mark are designed to allow more flexible use in printing and placement on certain types of media. When the original mark has to be placed on a colored background, such as a photograph, the mark will not contrast enough to be readily visible; the second mark is to be used窶田olor block set in specific color with the mark knocked out in white. This allows for a contrast against an image, or print that otherwise would be lost to its viewers. This mark is to never be printed on color stock that is darker than a Natural White.
Mark Basics: Black & White
Black & White
For the use in one color printing or low cost printing a white stock paper should be used to provide adequate contrast for the mark. This is especially true in the use of the mark on a color field or 100% black field, white stock or near white is essential for the mark to retain the communication of Avondale Wellness Center clearly and effectively. Avoid the use of colored, or patterned stock that could conflict with the mark and cause readability to become an issue in viewing the mark. When using a one color printing option full black at 100% will be used to achieve the effect of a solid mark that is easy to read.
Mark Basics: Colors
PMS: Pantone 282C
CMYK: C: 100 M: 68 Y: 0 K: 54
RGB: R: 0 G: 45 B: 98
PMS: Pantone 5315C
CMYK: C: 6 M: 6 Y: 0 K: 5
RGB: R: 223 G: 222 B: 233
PMS: Pantone 632C
CMYK: C: 92 M: 0 Y: 15 K: 5
RGB: R: 0 G: 168 B: 203
Colors
The colors are a important aspect of the Avondale Wellness Center mark. The mark itself only consists of two colors; one of which is a dark blue that the bloom part is built with, and the second color is black which the type is based. These colors are simple but a third and fourth color were brought in to add some contrast for graphics and different media applications. The bright blue and cool grey will appear together when used as another graphics tool to mimic the bloom of the mark. These colors are used in graphics for certain transportation, and a few pieces of stationery pieces. The consistent use of these specific colors in the areas where they are required will add another quality to the mark. This will also build a recognizable color scheme that will be associated with Avondale Wellness Center throughout the hospitals many applications.
Mark Basics: Buffer Zone
Buffer Zone
Height of mark
/
1 of height 4
(A)
A
A
A
A
The established buffer zone that is shown for Avondale Wellness Center is an area that surrounds the mark where no other object shall reside. This space will guarantee that the integrity of the original mark will continue to grow without other text or designs crowding the mark. The margins allotted on all four sides of the mark are exactly one fourth the height of the mark. The buffer zone should contain no information, mark, graphic, or text, which ensures that the visual communication of the mark and Avondale Wellness Center are the primary focus. This will ensure the quality and originality of the mark that was produced.
Mark Basics: Buffer Zone
Buffer Zone
1 width 4
/
A
(A) Width of Mark
A
A
A
The established buffer zone that is shown for Avondale Wellness Center is an area that surrounds the mark where no other object shall reside. This space will guarantee that the integrity of the original mark will continue to grow without other text or designs crowding the mark. The margins allotted on all four sides of the mark are exactly one fourth the width of the mark. The buffer zone should contain no information, mark, graphic, or text, which ensures that the visual communication of the mark and Avondale Wellness Center are the primary focus. This will ensure the quality and originality of the mark that was produced. This mark is considered the vertical mark for Avondale Wellness Center and should be used in instances where the longer horizontal mark will not fit or would not appear in a manner that fits the media that it is delivered.
Mark Basics: Unauthorized Use
Unauthorized Use
There are cases where the mark cannot be used and still retain the quality and readability of the original. When the color block mark is used with the type knocked, is an instance where there can be no use of color to replace to type. White is used to keep a constant contrast with the background field and the mark itself. Other instances are included such as the change of the mark color completely. This is not allowed, there are only two colors that can be used in the mark, the dark blue and black that are the associated with the original. In addition to these is the word marking that appears with the bloom mark, this should always appear as a whole–Avondale Wellness Center–not as a separate name such as Avondale. This can bring confusion by indicating that there is another mark for the hospital.
Mark Basics: Original Design
Original Design
The mark designed for Avondale Wellness Center has two parts; the icon which is the bloom, and the word mark which is Avondale Wellness Center. Together these two create the whole mark for the hospital and neither should be altered or modified in any way. The icon is an original design that should not be adjusted, altered, or modified for any purpose or use. If there is frequent change in the icon there will be a lack of relationship to the original mark and will cause confusion, instead of creating a identity for the mark that will strengthen the visual awareness of Avondale Wellness Center.
Mark Basics: Typography
Univers 55 Roman abcdefghijklmnopqrstuv w xyz ABCDEFGHIJKLMNOPQRSTUV WX Y Z 0123456789 & ,.;: ’!$%(!)*
Univers 57 Condensed abcdefghijklmnopqrstuv w x yz ABCDEFGHIJKLMNOPQRSTUV W X Y Z 012 3 4 5 6 78 9 & ,. ; : ’ ! $ %(!) *
Univers 67 Bold Condensed abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV W X Y Z 0123456789 & ,.;:’!$%(!)*
Univers 47 Light Condensed abcdefghijklmnopqrstuv wxyz ABCDEFGHIJKLMNOPQRSTUV W X YZ 0123456789 & ,.;:’!$%(!)*
Univers 67 Bold Condensed abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV W X YZ 012 345 6789 & ,. ; : ’! $ % (!) *
Univers 65 Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 & ,.;:’!$%(!)*
Typography
Our mark is created using one specific type family known as Univers. The use of this type family in a consistent manner when printing, embroidery, screen printing, and text documents will create a cohesive and more identifiable mark for Avondale Wellness Center. Univers has many styles of type, but by limiting the selection to a select few will give all materials with the mark or text a neat, clean, and cohesive look that will help the mark identity of Avondale Wellness Center become more memorable.
Section 2: Stationery
.1 Letterhead .2 Business Card .3 Folder .4 Note pad .5 Prescription Pad .6 Visitor Badge .7 Employee Badge .8 Parking Permit
Stationery: Letterhead
Letterhead
2.75" .5"
2.25"
.5"
Avondale Wellness Center
2.5"
2"
8.5" x 11"
.5"
Color: PMS 282C and Black Stock: Natural White Linen 20lb
1005 Medical Loop Houston, TX 77053
Date Addressee’s Name Company Name Address City, State Zip Salutation: This letter is a demonstration for the recommended typing format that should be followed for all correspndence that requires the use of a letterhead that bears the mark Avondale Wellness Center. The date is 2.5 inches from the top edge of the paper and 2.75 inches from the left edge, which are the set margins for the entire letter. The addressee information is set flush left (2.75 inches from left edge) and appears two spaces below the date. The salutation line is also set flush left and begins three spaces below the address. The body of the letter begins two spaces below the salutations. The spacing between lines of type should be single spaced, and paragraph spacing should be single spaced but shown with a slight indentation to indicate a new paragraph. The exception to this rule only occurs in the first paragraph, which does not have indentation to signal a paragraph start. All letters should be typed in Univers 55 Roman 10 pt, with 12pt line spacing. Each line should not exceed the right edge, there is a half inch margin set from the right edge that should not be exceeded. A double space seperates the body of the letter from the closing salute, followed by four spaces that seperate the closing from the name of the sender and title. Closing Salute,
Name of sender Title
Specifications: Letter should be typed using Univers 55 Roman with a 10pt type size, with a 12pt line spacing. The margins are set and demonstrated on the letterhead to the left and there is also a more in depth explanation of the spacing between each area.
Stationery: Business Card
.25"
.25"
Business Card
3.5" x 2" Color: PMS 282C and Black
.5"
Stock: Bright White Linen 80lb Specifications: Front: The mark set on the front of the business card is 3 inches long and has margins surrounding for alignment purposes. The address of the hospital is located under the mark and is set in 7pt Univers 45 Light. The margins for placement are demonstrated to the left.
1005 Medical Loop Houston, TX 77053
.25"
Back: The employee name is set in 9pt Univers 65 Bold. The department is in 9pt Univers 55 Roman. The words office, phone, and email are set in 7pt Univers 55 Roman; the actual employee information is set in 7pt Univers 45 Light. All these specifications are located on the back of the business card. The margins for placement are demonstrated to the left to show exact placement.
1"
Eric Falton, MD Oncology Office: 515 Angleton Suite Phone: 832.745.1988 Email: faltone@awc.com
.5"
1.25"
.25" 2"
.5"
.25"
Stationery: Folder
5.5"
Folder
.75"
9" x 12" Color: PMS 282C and PMS 632C and PMS 5315C Stock: Bright White Linen 100lb Presentation Folder Specifications: There are specific margins that are demonstrated on left for placement of graphics for presentation folder. Shown are front view of folder with margins and folder opened and showing the full design across the spread outside view. The graphics are a cropped version of the original Avondale Wellness Center mark, and this is one of the exceptions for modification of the original design. Though this is a modification of the original icon this graphic shown is the only modified icon that can be used other than the original, and only where permitted by this style guide.
6.25"
2.25"
8.5"
Avondale Wellness Center
Avondale Wellness Center
Stationery: Note pad
Note pad
.25"
5" x 7" Color: PMS 282C and Black PMS 282C and PMS 632C and PMS 5315C used in watermark at bottom of note pad
.25"
1.75"
2.25"
.25" 1005 Medical Loop Houston, TX 77053
Stock: Bright White 150 sheet note pad stack Specifications: The vertical mark is used on the note pad to allow for more writing room on the majority of the pad itself. The address of the hospital appears below the mark, set in 7.25pt Univers 45 Light. The margins are demonstrated to the left for placement purposes.
Stationery: Prescription Pad
Prescription Pad Eric Falton, MD Oncology 1005 Medical Loop Houston, TX 77053
.75"
Lic. #: 1273849 DEA #: AA78639238 NPI #: 379423234
Name Date
Refill
NR
1
2
3
4
Do not substitute – Dispense as written
5 Void after:
DOB
5" x 4" Color: PMS 282C and Black Stock: Bright White 150 sheet note pad stack Specifications: Information that is found at the top of the prescription pad is located within .75" from the top edge of the paper. The doctor’s name is set in 6.88pt Univers 55 Roman, and all other information is set in 6.88pt Univers 45 Light. The space that is below the header information is to contain information required for the prescribing of medication. The information is set in 7.5pt Univers 45 Light for easier reading.
Stationery: Visitor Badge
Visitor Badge
Name Date/Time Room #
Visitor
3.5" x 2" Color: PMS 282C and Black Stock: Bright White rounded corner sticker badges Specifications: The vertical mark is to be used for the visitor badge configuration as demonstrated to the left. The large Visitor located at the bottom is set in 35.5pt Univers 67 Bold Condensed and appears in color using PMS 282C. The words name, date/time, and room # are set in 8pt Univers 45 Light.
Stationery: Employee Badge
Employee Badge
2.5" x 3.5" Color: PMS 282C and Black Stock: Bright White rounded corner hard plastic badge with oval cut out for attaching purposes
RN
Christine Forrows
Cardiac ICU
Specifications: The information for the employee–name–is set in 8.61pt Univers 55 Roman, and the area where employee works is set in 11.5pt Univers 55 Roman. The photograph of the employee is to be set in a 1" x 1" box with a stroke of .5pt with color PMS 282C.
Stationery: Parking Permit
Parking Permit
3.5" x 2.5" Color: PMS 282C and Black Stock: Bright White rectangular front side adhesive sticker for windshields
Faculty Permit
00745673
Specifications: The vertical mark is to be used on the parking permits. The type set into the PMS 282C bar located at the bottom edge of the permit will be knocked out of the blue so it appears white in the graphics. This type is set in 12.15pt Univers 55 Roman. The barcode that appears should always be shown in 100% black at all times.
Section 3: Wayfinding
.1 .2
General Signs Departmental Signs
Wayfinding: General Signs
General Signs
3.5'
4'
EMERGENCY
6' 12'
EMERGENCY 8'
There are four main outdoor sign choices that will be strategically placed in locations around the perimeter of Avondale Wellness Center. The first sign is roughly twelve feet tall, a light gray rectangular shape roughly 4 feet high by 3.5 feet wide stilted on dark gray 8 feet poles serves at the largest sign we have. It clearly indicates the direction of the Emergency Room and the main wings and departments of the hospital. These will be placed closer to the roadways to help motorist locate specific areas of the hospital easily and effectively. The second largest sign is another form of the first sign, a gray rectangle roughly 8 feet tall and 6 feet wide with a punched out window in the bottom for safety reasons. It clearly indicates the direction of the Emergency Room and the main wings and departments of the hospital. This type of sign will be located closer to the hospital itself to achieve a more specific direction when traveling on the hospitals private roads.
Wayfinding: Department Signs
1.5'
Department Signs
3'
EMERGENCY
6'
6'
There are four main outdoor sign choices that will be strategically placed in locations around the perimeter of Avondale Wellness Center. The third and fourth signs are variations of singlepurpose way-finding signs that can be used for any department, but the Emergency Room is the example used here. The third sign is a light gray rectangle measuring about 6 feet tall and 3 feet wide, also including the same safety window at the bottom. If needed, this sign can also be used for up to four directions depending on if the E.R. is included. The final sign is a light gray rectangle measuring roughly 6 feet tall by 1.5 feet wide, and is a single-purpose sign only for the outside of each wing or specific building. The E.R. is the example used here.
Section 4: Apparel
.1 Scrubs .2 Lab Coats
Apparel: Scrubs
Scrubs
Avonda
le Wellness Cente r
Avonda
Wellness Centle er
Avondale Wellness Center offers a variety of solidcolored scrubs to all employees with the exception of surgeons; these Doctors are required to wear our light blue scrubs. All scrubs will have the Avondale Wellness Center mark on the left breast. The colors available are dark blue-gray, dark gray, gray, light blue-gray, pink, and white. Patterns are not accepted as a color or option due to the contrasting issues with the mark. No other colors are permitted without special approval. Nurses and other employees may have both short and long sleeve scrub tops. Either mark is acceptable in the use on scrub and lab coat application, vertical or horizontal can be applied. The color in which the mark appears will depend upon the color of the scrub and will alter depending on the level of contrast present as a background for the mark.
Apparel: Lab Coats
Lab Coats
Avondale
Wellness Cente
r
Doctors are required to wear our standard issued white lab coat that has the Avondale Wellness Center mark on the left breast. No other lab coat colors are permitted. Either mark is acceptable in the use on scrub and lab coat application, vertical or horizontal can be applied. The color in which the mark appears will depend upon the color of the scrub and will alter depending on the level of contrast present as a background for the mark.
Section 5: Transportation
.1 Town Car .2 Ambulance .3 Van .4 Helicopter .5 Bus
Transportation: Town Car
Town Car
Avondale Wellness Center also offers a selective town car service to our board members and important guests. There are 5 silver 2012 Ford Taurus sedans available for these certain occasions. All insurance and gas fees will be covered by the hospital.
Transportation: Ambulance
Ambulance
Avondale Wellness Center
Avondale Wellness Center
Avondale Wellness Center has seven Ford ambulances in service or stand-by at all times. The hospital has 10 standard issue ambulances and 5 advanced life support ambulances that are available when the need arises. These fully equipped vehicles represent the hospital proudly on the sides of the body.
Transportation: Van
Van
A Ford 15-passenger Van is the vehicle of choice for our basic shuttle system. We offer 10 vans to all patients, employees, and visitors to act as either a route-based shuttle or a door-to-door shuttle within a 3 mile radius of the hospital campus.
Transportation: Helicopter
Helicopter
Avondale Wellness Center owns two Medi-vac fully equipped air-rescue and air-transit helicopters. These helicopters are always on call to bring in new or transfer patients, or to transport our patients to another health facility that may offer a certain specialized service.
Transportation: Bus
Bus
56
832.745.1988
56
Avondale Wellness Center offers a bus shuttle system around the campus of the hospital. There are five GILLIG Low Floor heavy-duty transit busses that route around and to and from our hospital to help visitors, employees, and patients move from building to building or to and from parking. These buses depict the setup of the graphics that will be used on the front and rear of each of the buses.
Transportation: Bus
56
Avondale Wellness Center
56
Avondale Wellness Center
Bus
Avondale Wellness Center offers a bus shuttle system around the campus of the hospital. There are five GILLIG Low Floor heavy-duty transit busses that route around and to and from our hospital to help visitors, employees, and patients move from building to building or to and from parking. This set of buses show the graphics that will be depicted on the sides of the buses.