INTERIM BRANDING GUIDELINES FOR HSE AND FUNDED AGENCIES 2016
HSE DIVISIONS HOSPITAL GROUPS COMMUNITY HEALTH ORGANISATIONS PATIENT SAFETY HEALTH CAMPAIGNS
CONTENTS 1. Introduction 2. Purpose and Background 3. Policy Principles for Brand Guidelines 4. HSE Identity and Permissions 5. Brand Guidelines for Health and Social Care: 5a. Organisations for whom the HSE logo is their primary logo 5b. Groups who have already developed or plan to develop new brands 7. Best Practice Guidelines for Developing Health and Social Care Brands 8. Contacts
INTRODUCTION
WHAT IS A BRAND? A brand is everything your public thinks of you, as distinct from a logo. By deďŹ nition a brand should be deeply anchored in meeting the inherent public needs and expectations of the health services. Health and social care brands have speciďŹ c requirements that must be present in order to facilitate the level of conďŹ dence, trust and engagement the public needs from its health services . This is true for all healthcare brands globally but is perhaps unique in its importance for a public health system. A brand operates at both an emotional and functional level and as such we need to consider the branding process for the Irish health services at an overall national level, as well as at a local organisational level.
WHAT ARE THESE BRAND GUIDELINES? The HSE as an organisation represents the Irish public health and social care system, and over the coming years, will experience ongoing organisational change. During this process it is expected that new health and social care organisations like Hospital Groups, Community Health Organisations, National Divisions and Programmes will be building their own identities as our public health and care services evolve. During this time of enormous change a level of stability and consistency that engenders a sense of trust and security in the Irish Health Services is required. These guidelines provide an efďŹ cient and effective branding framework that will ensure clear signposting of services for patients and employees, as well as maintaining trust in the public health service as a whole. These guidelines provide a clear outline of how the HSE logo is to be used within the HSE itself, and why, when and how it should be reected in materials produced by new health and social care organisations. The guidelines will also give some best practice guidance on steps to be taken when developing a new health and social care brand or logo.
INTRODUCTION | 7
PURPOSE AND BACKGROUND
WHY ARE THESE GUIDELINES IMPORTANT? 55% of the public find it difficult to understand how the health service works and 59% find it difficult to understand how local health facilities are organised (Behaviour & Attitudes, April 2015). The changing structures of the health services will impact on the public’s ability to navigate the health system and on the user experience of health services, which underpins the public’s ability to have trust and confidence in public health services. It is essential within any health and social care system that patients, the public and employees can use and engage with health services with confidence and trust. This means that all branding, be it from a hospital group or a CHO, or a central HSE service, should engender a caring and compassionate network of services and professionals that are of the highest quality and connected with each other as part of a wider public health system. These guidelines put the service user at the centre of our communications and our public and corporate identity. Regardless of any changes that will be happening for both employees of the HSE and associated bodies over the coming period, the people of Ireland who access and use these services must experience a level of stability and consistency that engenders trust and security. It is important to have a single set of rules and guidance to minimise any navigational and trust impact on the services that we all provide. These guidelines will facilitate change and transition in an orderly and structured way.
WHAT ARE THE GUIDELINES FOR? The guidelines provide a set of rules and procedures that should be considered when developing individual brands that exist within a broader network of health service provision. They are essentially a handover process, with potential for both retrospective implementation for organisations already established, and proactive implementation, supporting the creation of new ones. While some groups have already started and even completed the process of designing their new identity and building communications using that new identity, these guidelines will ensure retrospective inclusion of the HSE logo in a way that adds to these communications assets. Those groups who have not yet begun their new identity process will be supported by these guidelines and will have clear understanding of the role and position of the HSE logo as part of their transition towards becoming a new entity.
PURPOSE AND BACKGROUND | 11
WHY IS IT IMPORTANT TO PROTECT AND DEVELOP THE IDENTITY OF PUBLIC HEALTH SERVICES? In order to support the aim of of the the large large sscale cale chan changes nges taking place across our health healtth services; tto o improve im mprove e our our health care must seek confidence services, we mu us t se eek to build confid den nce and trust in thee Irish Irrish health services. servicess. D oing tthis his rrequires equirees us to think first first ooff tthe he needs of of the public and a nd Doing serv vices users. useers. We We must ensure that as we plan pla an forr tthe hee ffuture uturee we we services ddo o ssoo in in a way way thatt does not compound existing challenges challleenges in public pu ubliic uunderstanding nderstandingg of hhealth ealth serv vices and and we must ensure ensurre that that we do do services nnot ot make make itt m ore ddifficult if ficult for the ppublic ub blic tto o access and navigate na avigate more hhealth ealtth services services (see (seee B&A B&A Research Research results resultts on on the the next neext page). page). Today HSE T oday tthe he H SE is IIreland’s reland’s public puublic health hea alth service serrvicce and an nd iss known known and and rrecognised ecogniised as the the trusted, trusted, authoritative auuthoritative ssource ourrce of public health healtth aand nd social social care care services and and health health information. in nforma ation. Today, T oda ay, nnew ew organisations are not widely wideelyy known known aand nd recognised as service ssuch, ucch, butt in the future, it is important imporr tant tthat hatt serv vice userss develop develop a similar si imilar trust tru ust relationship with them theem . These T hese guidelines guiidellines offer a transition transitio on structure struccturre to to support sup pport stability stabiilityy and trust tru ust in in public health services servvicces during durring g a time tim me of of change. change.
TRUST LEVELS FOR HSE’S INFORMATION IS HIGH 8%
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ACCESSING HSE SERVICES THROUGH TECHNOLOGY AND SOCIAL NETWORKS SEEN AS EASY TO DO 13%
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DIFFICULT
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FINDING INFORMATION RELATING TO YOUR TREATMENT FROM DOCTORS AND NURSES 5%
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PURPOSE AND BACKGROUND | 13
WHAT ARE THE BENEFITS OF THESE GUIDELINES? These guidelines are in place to provide high lev level vel guidance for developing identity id dentity and supporting that identity identitty with with the health services, providing credentials for all organisat tion ns within the organisations HSE network. These identity guidelines guiddeliness will will ensure a cconsistent onssistentt application app plication of the HSE identity andd also alsoo provide consistencyy and and authority au uthority to those new brands as they build buildd their own credentials. credentia als. The Th he primary prim mary beneficiaries beneficiariies w ill bbee sservice ervice uusers, sers, for whom tthe he H SE identity aacts ctts as a mark k ooff will HSE re eassurance, aaccountability ccountabilityy andd signposting. sign nposting. Thiss in in turn will provide provide reassurance, th hese service servvice users userss with the confiden nce that hhealth ealth sservices errvices in Ireland Irela a nd these confidence aare re being bein ng managed maanagedd in an effective effeective and efficient manner. man nneer. They will willl also allso taxpayers’ money, eensure nsure best best value vallue for for taxpa ayers’’ m oney, by ensuring g tthat hat nnew ew iidentities dentities minimising aare re developed developed inn a ccost os t m inimising way.
WHO ARE THESE GUIDELINES FOR? These T hese gguidelines uidelines are to be used aand nd bbyy aall lll H HSE SE oowned wned aand nd funded oorganisations: rganisattions: sH ospita al Groups, Groups, CHOs, CHO Os, National Nattioonal Div visions, N attional Prog gram mmess Hospital Divisions, National Programmes Organisations s Organ nisations funded under Sections Secttio ons 38 38 or 39 39 of of the the Health Health Act, Act, 2004 4 hhttp://health.gov.ie/blog/acts/health-act-2004/ tttp://health.gov.ie/bloog /a acts /health-a act-2004/ s All H SE ccommunications om mmunications tea a ms HSE teams
WHO ARE THESE GUIDELINES FOR?
HOSPITAL GROUPS
CHOs
NATIONAL DIVISIONS
PROGRAMMES AND CAMPAIGNS
WHEN SHOULD THESE GUIDELINES BE USED? These guidelines are to be used whenever a new brand is being designed and also when any new or additional communications elements are being developed. Existing communications, signage or printed materials do not have to be changed to meet these guidelines. These guidelines are sponsored by the Director General and it is the responsibility of all senior managers, with the support of their communications mangers, within the health services in Ireland to ensure that these guidelines are followed and respected at every touchpoint.
HOW WILL THE GUIDELINES BE USED AND WHEN WILL THEY TO COME INTO EFFECT? The guidelines are to be followed from the time of publication. All communications teams throughout the health system have responsibility to enable awareness of brand guidelines, encouraging good practice and follow up in cases of poor practice. PURPOSE AND BACKGROUND | 15
THERE ARE THREE IMPORTANT CONSIDERATIONS THAT THESE GUIDELINES WILL SUPPORT AND STRENGTHEN IN ALL HEALTH SERVICE COMMUNICATIONS:
Endorsing new brands as they are established and while they gain their own momentum and credibility. As new brands are developed there is a need to support these brands with a strong endorsement. A consistency and connectivity is also required between the services. There is strength in the HSE - today the HSE = Public Health Service that represents authenticity, safety, free (cost), entitlement. It is seen as part of the national public service, owned by the State and the people.
Providing some form of connectivity between all the individual brands. Hospital Groups, CHOs and National Divisions should all be clearly communicating their single and individual purpose, but should all be working in concert with each other. The needs of the service user must be at the centre as they engage in multiple points of contact across all Irish services.
Support and guidance in developing best in class brands. As new hospital group, CHO and divisions begin developing their own identity, this document will provide an expert starting point. Best in class guidelines, as well as cost efďŹ cient parameters will be outlined to help individual groups ensure that they are developing the best brand identity for their service.
PURPOSE AND BACKGROUND | 17
POLICY PRINCIPLES FOR BRAND GUIDELINES IN THE HEALTH SERVICES
WHAT ARE THE GUIDING PRINCIPLES? These single branding guidelines mean that individual brands can be developed in a way that is both unique and relevant to the service, but also as part of overall health and social care delivery in Ireland. The branding system must ensure that while new brands are developed, trust and conďŹ dence in health services as a whole must be maintained and that all health services share a set of values as outlined in the corporate plan. To this end the branding framework will be built around a set of principles that facilitates individual brands, while building a sense of the Irish health service as a whole. These guiding principles are as follows:
POLICY PRINCIPLES FCR BRAND GUIDELINES IN THE HEALTH SERVICES | 21
PUTTING THE PATIENT OR USER AT THE HEART OF THE PROCESS.
The branding guidelines must reflect, and should be coordinated around and tailored to, the needs and preferences of patients, their families and their carers.
ENSURING THAT NEW EMERGING ENSURING THAT BRANDS ARE NEW EMERGING GIVEN THE BEST BRANDS ARE OPPORTUNITY TO GIVEN THE BEST FLOURISH WHILE OPPORTUNITY TO RESPECTING THE FLOURISH WHILE IMPACT ON TRUST RESPECTING THE AND CONFIDENCE IMPACT ON TRUST IN ALL HEALTH AND CONFIDENCE CARE SERVICES. IN ALL HEALTH CARE SERVICES.
Care and compassion should be at the core of all branding development. Both employees and service users must always believe in a health care system that delivers high-quality care that is safe, effective and focused on patient experience, while also engaging with the best in class speciямБc services.
POLICY PRINCIPLES FCR BRAND GUIDELINES IN THE HEALTH SERVICES | 23
A BELIEF AND UNDERSTANDING THAT BRAND IMPACTS ON EXPERIENCE, CONFIDENCE AND TRUST.
The branding framework must be built on the basis of respect of the services that are represented by the brand. Each branding element must seek to understand the priorities, needs, abilities and limits of the branded entity. Clear parameters will be set in place to access organisational branding needs.
COMMITTED TO PROVIDING GUIDELINES THAT PROVIDE THE BEST VALUE AND THE MOST EFFECTIVE USE OF FINITE RESOURCE.
New entities and existing elements will be designed and utilised in a way that ensures the most efямБcient design and execution solutions.
POLICY PRINCIPLES FCR BRAND GUIDELINES IN THE HEALTH SERVICES | 25
A COMMITMENT TO A RESPECTFUL AND CROSS ORGANISATIONAL WORKING ETHOS.
The guidelines will be developed in a way that does not favour any one branding element, but that always ensures that the individual brands are developed and presented in such a way to serve each and every health service providers role and purpose.
HSE IDENTITY & PERMISSIONS
THE HSE BRAND MARK The HSE logo includes the HSE logo graphic and text. The colours used are green to identify with our culture and national identity and red is symbolic of good health.
WHO OWNS THE INTELLECTUAL PROPERTY? The Health Service Executive (HSE) was established under the Health Act 2004 as the single body with statutory responsibility for the management and delivery of health and personal social services in the Republic of Ireland.
PERMISSION TO USE THE HSE IDENTITY The HSE logo can be used, with prior approval from HSE Communications, by third party services or programmes funded by the HSE. This approval can be obtained after review of printed or emailed copies of any materials, publications, promotions, advertising or other printed materials. This approval will not be unreasonably withheld or delayed. 3HUPLVVLRQ WR XVH WKH ORJR FHDVHV
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The HSE logo should always be displayed in accordance with these guidelines on any printed materials, digital material and publications more than 20% funded by the HSE
WHO IS RESPONSIBLE FOR GRANTING PERMISSION? Communications teams provide support and advice for HSE services and the wider health system. They can be contacted as follows: HSE Communications Division: www.hse.ie/communications 01 635 2180 Hospital Groups/Community Health Organisations: Find contact details on www.hse.ie/communications or contact your Hospital Group or CHO Head OfďŹ ce.
HSE IDENTITY & PERMISSIONS | 31
SHARED BRAND GUIDELINES FOR HEALTH AND SOCIAL CARE ORGANISATIONS 5A.ORGANISATIONS FOR WHOM THE HSE LOGO IS THEIR PRIMARY LOGO
All HSE services, public health services, new health and social care organisations and national divisions are expected to include the HSE logo in their identities, to ensure that the people in our care experience a smooth transition to any new brands or organisation names over time. This section of the guidelines is dedicated to HSE services, HSE National Divisions, and services or organisations for whom the HSE logo is their primary logo.
ORGANISATIONS FOR WHOM THE HSE LOGO IS THEIR PRIMARY LOGO | 35
THE HSE LOGO At the heart of the HSE brand is the logo. This is the symbol for everything that the HSE stands for, acting as a signpost for users of the multitude of health services. The logo includes the green and red stylised HSE letters and the Irish and English full descriptors.
WHITE BACKGROUND USAGE When the logo is to be placed on a white background, clear spacing around the logo as indicated below:
10mm
THE HSE LOGO The use of the full colour option or the two colour option should be determined based on the printing parameters of the material being produced.
FULL COLOUR Pantone 201 C C0 M100 Y63 K29
Pantone 561 C C85 M0 Y54 K52
Black C0 M0 Y0 K100
Pantone 561 C (50% Tint) C42 M0 Y27 K26
TWO COLOUR Pantone 201 C
Pantone 561 C
Pantone 561 C (50% Tint)
NON-WHITE BACKGROUND When the logo is to be placed on a solid coloured background, the logo can be used as solid black or solid white depending on the background colour being used. Clear spacing around the logo as indicated:
ORGANISATIONS FOR WHOM THE HSE LOGO IS THEIR PRIMARY LOGO | 37
CORRECT LOGO USAGE The logo is comprised of a symbol and text which should never be reproduced as separate items.
DO
DON’T
DON’T
DON’T
Ensure the full colour logo appears on a clear white background at all times to maximise impact and legibility.
Change the size or position of any elements within the logo.
Health Service Executive Feidhmeannacht na Seirbhíse Sláinte
Use the logo on any photographic or coloured background.
Change any of the colours within the logo.
COLOURS This colour palette should be used whenever the logo appears in full colour. This applies to all usage including print, digital and video.
PANTONE 721 C
PANTONE 201 C
PANTONE 284 C
PANTONE 561 C
PANTONE 130 C
PANTONE 293 C
PANTONE 556 C
ORGANISATIONS FOR WHOM THE HSE LOGO IS THEIR PRIMARY LOGO | 39
THE HSE VALUES & VISION The HSE Corporate Plan 2015-2017 adopted at its heart a renewed positivity and the vision to ensure high quality health service provision for all people in Ireland. This same plan has a clear vision, mission and four values:
s CARE s COMPASSION s TRUST s LEARNING
COMMUNICATING THE MISSION OF THE HEALTH SERVICE The health system is in the process of large scale change; organisational structural changes alongside a range of programmes to support the ongoing improvement of our Health Services. To emphasise how we are all working to build a better health service for the people in our care, and for our staff, we have created a simple symbol to be used widely across the health system, within the HSE and its national divisions, and in the Hospital Groups and CHOs and beyond.
THE HSE VALUES & VISION The mission and values have anchored these guidelines to ensure that at every communications touchpoint with health services in Ireland will deliver a consistent experience in line with these values.
WHEN CAN THIS BE USED? This can be used by HSE Divisions, and by all health services, on stationery, on documents and on digital materials.
It can be used with the HSE Values appended:
or without the HSE Values appended, as some organisations have adopted speciďŹ c values for their identity;
ORGANISATIONS FOR WHOM THE HSE LOGO IS THEIR PRIMARY LOGO | 41
TYPEFACE Helvetica is the main typeface to be used, but in circumstances where it is not available, Arial or Garamond is the preferred alternative. Condensed (narrow) versions of these fonts cannot be used. Helvetica 45 Light [10pt]
Arial Bold [10pt]
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Helvetica 65 Medium [10pt]
Garamond [10pt]
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Arial [10pt]
Garamond Bold [10pt]
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LETTERHEADS The HSE logo must always appear in the top left hand corner in all communication and stationery and should conform to the layout and style of the illustrated sample shown:
Bainisteoir Ginearálta, Seirbhís Meabhairshláinte Ionad Cathrach, Bóthar Bhaile Munna, BAC 9 T 01 345545 R: sean.odonnell@hse.ie General Manager, Mental Health Service Civic Centre, Ballymun Road, Ballymun, Dublin 9 Tel: 01 345545 Email: sean.odonnell@hse.ie
The bottom left hand side should always display the ‘Building a better health service’ mark, including the health service’s values. Guidance on meeting obligations under the Official Languages Act are available on HSE.ie/branding. ORGANISATIONS FOR WHOM THE HSE LOGO IS THEIR PRIMARY LOGO | 43
EMAIL SIGNATURE All HSE staff should include a clear email signature in all work emails, including direct outgoing mails, and on replies or forwarded emails. Information on how to ensure this is done correctly can be found on HSE.ie/branding.
Email signature should be in helvetica font and follow the following template:
Sean O’Donnell General Manager, Mental Health Service HSE Mental Health Division Civic Centre, Ballymun Road, Ballymun, Dublin 9 T: 01 345545 E: sean.odonnell@hse.ie
7KH HPDLO YHUVLRQ RI WKH +6( ORJR ZLWKRXW WH[W DQG WKH %XLOGLQJ D %HWWHU +HDOWK 6HUYLFH 9DOXHV PRWLI VKRXOG EH DGGHG WR WKH HPDLO VLJQDWXUH ,QIRUPDWLRQ RQ KRZ WR GR WKLV FDQ EH IRXQG RQ KVH LH EUDQGLQJ $Q\ RWKHU ORJRV RU EUDQGLQJ WR EH LQFOXGHG LQ HPDLO VLJQDWXUHV VKRXOG EH DSSURYHG E\ \RXU OLQH PDQDJHU DQG WKH +6( ORJR VKRXOG DOZD\V DSSHDU ILUVW *XLGDQFH RQ PHHWLQJ REOLJDWLRQV XQGHU WKH 2IILFLDO /DQJXDJHV $FW DUH DYDLODEOH RQ +6( LH EUDQGLQJ
FORMS OR DOCUMENTS When creating internal documents, such as report or forms for staff or the public, the HSE logo should where possible appear in the top left hand corner in all communication and stationery and should conform to the layout and style of the illustrated sample shown.
Date
Name: Male/Female:
Date of birth: Address
Phone:
Email:
Next of Kin: Phone:
Email:
Doctors Name: Notes:
'PS 0GmDF 6TF
Where possible, the ‘Building a better health service’ mark, including the health service’s values, should be displayed on reports, documents and forms. No other logos or branding should be included in documents without agreement from your Communications Team.
ORGANISATIONS FOR WHOM THE HSE LOGO IS THEIR PRIMARY LOGO | 45
PRESENTATIONS
PRESENTATIONS
ORGANISATIONS FOR WHOM THE HSE LOGO IS THEIR PRIMARY LOGO | 47
POLICY/STRATEGY DOCUMENT
HSE Mental Health Division
Report on the Listening Meetings
POLICY/STRATEGY DOCUMENT West North/West Hospitals Group
Healthy Ireland Implementation Plan 2015 - 2017 October 2014
ORGANISATIONS FOR WHOM THE HSE LOGO IS THEIR PRIMARY LOGO | 49
DIGITAL CONSIDERATIONS
Health Service Executive Feidhmeannacht na Seirbhíse Sláinte
ORGANISATIONS FOR WHOM THE HE H HSE SE LO LOGO GO IS THEIR PRIMARY LOGO | 51
SOCIAL MEDIA ACCOUNTS HSE Logo to be placed in the bottom right hand side of social media account page imagery (with the exception of the proďŹ le image).
SOCIAL MEDIA COPY
ORGANISATIONS FOR WHOM THE HSE LOGO IS THEIR PRIMARY LOGO | 53
SHARED BRAND GUIDELINES FOR HEALTH AND SOCIAL CARE ORGANISATIONS 5B.GROUPS WHO HAVE ALREADY DEVELOPED OR PLAN TO DEVELOP NEW BRANDS
This section of the guidelines is dedicated to those groups who have already developed or plan to develop new brands and brand guidelines for their hospital group, CHO, national programmes etc. The HSE will continue to exist for the coming years, and until such time that the HSE is formally dissolved, all groups and divisions are expected to include the HSE logo as outlined in this section. This is to ensure that the people in our care experience a smooth transition to new organisations and brands, and are assured of conďŹ dence and continuity in the public health services they are using.
GROUPS WHO HAVE ALREADY DEVELOPED OR PLAN TO DEVELOP NEW BRANDS | 57
RELATIONSHIP WITH HSE ORGANISATION LOGOS As explained previously in this document the purpose of these guidelines and in fact the role of the HSE logo is to provide consistency in communications delivery ensuring a level of trust and security is carried through to all organisations and groups that exist within the HSE. Another important consideration is to ensure clear navigation of all Irish health care services as the organisation evolves. The HSE identity will therefore be carried by new and evolving groups as an endorsement until such time that the individual group builds it’s own and independent brand credentials, and the HSE is formally devolved.
LOGO POSITIONING Each organisation will be responsible for the positioning and appearance of their own identity. This section refers to the positioning of the HSE logo in context of a already developed organisation identity. The organisation logo positioning will be deďŹ ned by the relevant guidelines and the HSE logo will appear as an endorsement position. The general approach will be to position the HSE logo in the bottom right of all communications. Exceptions can include a situation where the organisation logo appears in such a way so that the HSE logo must be included in the bottom left. The positioning guidelines across key communications materials are provided in this section as guides. In all instances where the HSE logo is being included in materials, the positioning guidelines must be adhered to. If any materials are being produced that fall outside of the guideline examples that are provided in this documents, please contact HSE Communications for assistance, details exist in the contact section of this document.
POSITIONING GUIDELINES To ensure that the HSE logo is clearly visible and achieving it’s role as a consistent endorsement to new brand identities, please ensure that the area around the logo follows the exclusion zone guidelines as illustrated below
The minimum size for the logo is 10mm from the top to the base of the HSE symbol(as illustrated). Where the space is limited the horizontal version of the logo should be used.
10mm
GROUPS WHO HAVE ALREADY DEVELOPED OR PLAN TO DEVELOP NEW BRANDS | 59
USAGE AND POSITIONING WITH ADDITIONAL LOGOS When your organisation needs to include your own identity as well as the HSE identity and other logos, the HSE logo should be included on the bottom right hand side of all material. Additional logos, such as academic partner logos, can be displayed directly next to the HSE logo, but must provide sufďŹ cient space as indicated in previous page 59.
HOSPITAL GROUPS, CHOS AND FUNDED ORGANISATIONS University Maternity Hospital Ospidéal Máithreachais na Ollscoile Hospital Department Hospital Department GA Address Line 1 Address Line 1 GA Address Line 2 Address Line 2 GA Limerick Luimneach
Recipients Name
Monday, 23 September 2013
Recipients Address Ref: Dear ,
Guidance on meeting obligations under the Official Languages Act are available on HSE.ie/branding.
GROUPS WHO HAVE ALREADY DEVELOPED OR PLAN TO DEVELOP NEW BRANDS | 61
USAGE AND POSITIONING WITH ADDITIONAL LOGOS University Maternity Hospital Ospidéal Máithreachais Ollscoile Galway UniversitynaHospitals Hospital Department Hospital Department GA Address Line 1 Address Line 1 GA Address Line 2 Address Line 2 GA Limerick Luimneach
Recipients Name Recipients Address Ref: Dear ,
Guidance on meeting obligations under the Official Languages Act are available on HSE.ie/branding.
Monday, 23 September 2013
HOSPITAL GROUPS, CHOS AND FUNDED ORGANISATIONS
University Maternity Hospital Ospidéal Máithreachais na Hospital Ollscoile Beaumont Hospital Department Hospital Department GA Address Line 1 Address Line 1 GA Address Line 2 Address Line 2 GA Limerick Luimneach
Recipients Name
Monday, 23 September 2013
Recipients Address Ref: Dear ,
Guidance on meeting obligations under the Official Languages Act are available on HSE.ie/branding. GROUPS WHO HAVE ALREADY DEVELOPED OR PLAN TO DEVELOP NEW BRANDS | 63
EMAIL SIGNATURE Email signature should follow the following template:
Sean O’Donnell General Manager, Mid West Community Health HSE Mental Health Division Civic Centre, Ballymun Road, Ballymun, Dublin 9 T: 01 345545 E: sean.odonnell@hse.ie
7KH HPDLO YHUVLRQ RI WKH +6( ORJR ZLWKRXW WH[W DQG WKH %XLOGLQJ D %HWWHU +HDOWK 6HUYLFH 9DOXHV PRWLI VKRXOG EH DGGHG WR WKH HPDLO VLJQDWXUH DIWHU WKH 2UJDQLVDWLRQ V ORJR DV VKRZQ KHUH ,QIRUPDWLRQ RQ KRZ WR GR WKLV FDQ EH IRXQG RQ KVH LH EUDQGLQJ $Q\ RWKHU ORJRV RU EUDQGLQJ WR EH LQFOXGHG LQ HPDLO VLJQDWXUHV VKRXOG EH DSSURYHG E\ \RXU OLQH PDQDJHU *XLGDQFH RQ PHHWLQJ REOLJDWLRQV XQGHU WKH 2IILFLDO /DQJXDJHV $FW DUH DYDLODEOH RQ KVH LH EUDQGLQJ
FORMS OR DOCUMENTS When creating internal documents, such as report or forms for staff or the public, the HSE logo should where possible appear in the bottom right hand corner in all communication and stationery and should conform to the layout and style of the illustrated sample shown.
Date
Name: Male/Female:
Date of birth: Address
Phone:
Email:
Next of Kin: Phone:
Email:
Doctors Name: Notes:
'PS 0GmDF 6TF
Where possible, the ‘Building a better health service’ mark, including the health service’s values, should be displayed on reports, documents and forms. No other logos or branding should be included in documents without agreement from your Communications Team.
GROUPS WHO HAVE ALREADY DEVELOPED OR PLAN TO DEVELOP NEW BRANDS | 67
EMAIL SIGNATURE Email signature should follow the following template:
Sean O’Donnell General Manager, Mid West Community Health HSE Mental Health Division Civic Centre, Ballymun Road, Ballymun, Dublin 9 T: 01 345545 E: sean.odonnell@hse.ie
7KH HPDLO YHUVLRQ RI WKH +6( ORJR ZLWKRXW WH[W DQG WKH %XLOGLQJ D %HWWHU +HDOWK 6HUYLFH 9DOXHV PRWLI VKRXOG EH DGGHG WR WKH HPDLO VLJQDWXUH DIWHU WKH 2UJDQLVDWLRQ V ORJR DV VKRZQ KHUH ,QIRUPDWLRQ RQ KRZ WR GR WKLV FDQ EH IRXQG RQ KVH LH EUDQGLQJ $Q\ RWKHU ORJRV RU EUDQGLQJ WR EH LQFOXGHG LQ HPDLO VLJQDWXUHV VKRXOG EH DSSURYHG E\ \RXU OLQH PDQDJHU *XLGDQFH RQ PHHWLQJ REOLJDWLRQV XQGHU WKH 2IILFLDO /DQJXDJHV $FW DUH DYDLODEOH RQ KVH LH EUDQGLQJ
FORMS OR DOCUMENTS When creating internal documents, such as report or forms for staff or the public, the HSE logo should where possible appear in the bottom ULJKW hand corner in all communication and stationery and should conform to the layout and style of the illustrated sample shown.
Date
Name: Male/Female:
Date of birth: Address
Phone:
Email:
Next of Kin: Phone:
Email:
Doctors Name: Notes:
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Where possible, the ‘Building a better health service’ mark, including the health service’s values, should be displayed on reports, documents and forms. No other logos or branding should be included in documents without agreement from your Communications Team.
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PRESENTATIONS
WELCOME TO
St. Vincents University Hospital
PRESENTATIONS
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GROUPS WHO HAVE ALREADY DEVELOPED OR PLAN TO DEVELOP NEW BRANDS | 71
POLICY/STRATEGY DOCUMENT
UL Hospitals Group
Healthy Ireland Implementation Plan 2016-2019
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Introduction UL Hospital Logo Letters 31 Recommended Fonts Colours 1 Printing Greyscale Guidelines for Formal Letters
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We are pleased to present a new name and logo for our hospital group. UL Hospitals is now a single organization operating across five public hospital sites
(Limerick [general and maternity], Croom, Ennis, Nenagh) under one management team and one Voluntary Hospital (St John’s Hospital, Limerick). Below are representations of the new logo for our hospital group now called ‘UL Hospitals’. The logo is a representation of the letters ‘U’ ‘L’ ‘H’ in the ancient Irish Ogham script, which was used in the earliest Old Irish texts dating from the 3rd and the 6th century CE. Mostly Ogham was used for inscriptions on the corners of large stone slabs. The script is read from bottom up rather than top down. The colours we have chosen represent the GAA county colours for Limerick, Clare and Tipperary, and the Munster rugby colours. We hope you like our new logo which we see as something that will help to bring us all together as group as we progress towards trust status. Executive Management Team UL Hospitals
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The logo comprises an image and text. These should never be reproduced separate from one another. The logo should only be reproduced as specified in this guide.
While use of the colour version is preferable for external communications, commercial constraints may dictate the use of the greyscale version.
3OHDVH 1RWH The greyscale option must $/:$<6 be used for internal communications. Also available are logo options for including in the footer of letters, policies and procedures and other forms of stationary.
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DIGITAL CONSIDERATIONS It is very important, as new organisations evolve, that people using health websites are reassured that the organisation is part of the public health service. The HSE logo appended to websites as follows will provide this connectivity as identities are developed. Social media accounts should also mention in their proďŹ le that the new organisation is part of the HSE, or connected to the HSE, for the same reason.
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BEST PRACTICE GUIDELINES FOR DEVELOPING HEALTH AND SOCIAL CARE BRANDS
BEST IN CLASS IDENTITY DEVELOPMENT GUIDE Irrespective of the patient’s point of interaction with health services in Ireland, we have a responsibility to ensure that we manage and improve the navigation of these services over time. Research has shown us that 55% of the public find it difficult to understand how the health service works and 59% find it difficult to understand how local health facilities are organised. Given that patient’s interaction with the health system has multiple touch points, how they should be navigated and experienced has been the focus for these guidelines. They build a framework that is anchored in a system of caring and compassionate organisations that allows for brands to focus on their specific roles and expertise, but as part of a structure that always ensures that as people access these services, they can be assured of a standard and trustworthy experience. When brands are built independent of a framework, this can mean that they are seen as separate and independent of a broader set of services or context within a public health system. The HSE vision and values create a central pillar from which all services within health and social care provision in Ireland can be built. They provide a single and relevant thread that will run through all brands within the service for the duration of these guidelines.
The HSE’s values should be reflected throughout the whole health services, in words, in behaviors and where possible, in our communications and branding. This reflection is to be executed in spirit, in the manner in which we provide health and social care and communicate if we are to truly create a consistent brand inside and outside our orgnisation. Not only are these values central to a best in class health care delivery service, but they may be helpful for new organisations to consider in developing any new communication or brand identity. While some larger organisations may choose to develop their own values at local level, the main health service values can be used by all health and social care organisations, and if suitable, included in communications materials.
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The Higgins’ report on the the reconfiguration of the hospital services in Ireland states statees that the creation of a new identity for hospital groups is critical crritical to their future future success. The adoption of a hospital group group name will will reflect refle ect the the realignment of process hospitals. However, thiss naming p rocess iiss ccurrently urrently without any framework and has been approached approa ached in a varied va arie ed manner. This guidelines provides some section of the branding g guideli ines pro oviides som me guidance in practise terms of best p r actise when when naming nam ming and developing de eveloping brands. THE RECOMMENDED APPROACH TO DEVELOPING A HEALTH SERVICE SERV VICE BRAND BRAND As new w health he ealtth groupss ccome ome intoo bbeing, ein ng, these groups gro oupss face face the the challenge of building brand Not bu uilding g orr rreinventing einveentiing their bra and identity. N ot an easy task. task. Building Buillding a strong strong identity iddenttitty in the health he ealth care ccategory ateg gory comess with a unique Consider successful unnique set off bbranding randding challenges. challeenges. Conside er that a successfu ul branding strategy must address sttrategyy m ust addres ss how tto: o: s Re-shape Re-sshape the service use er’ss pe ercep ption ns off the e hhealth ealth ca are e provider user’s perceptions care by signalling sig gnalliing a new future-focused fuuture--focussed strategy strrateg gy while while e maintaining maiintaining the ttrust rust aand nd care carre credentials creedenttials inhere entt in n tthe he e pa ast. inherent past. s Consolidate Consolid date and annd coordinate coordinnatee hhow ow w tthis his new identity works with other identities to the benefit off service uusers sers s Preserve the equity residing with the HSE offering and leverage those equities to build trust and equity in the new identity organisation reinforce the s Incorporate Inccorporate the values of the orga anisation n to reinf force th he brand iin n oour urr words, words, actions andd bbehaviours ehhavio ours brand within s Identify how to bring the br rand and its values to life both w ithin the organisation and ooutside utside it.
Today’s health care environment requires a branding process that goes beyond the traditional, corporate identity process. It’s a process that focuses on building brand equity with health care users.
BRAND, NOT JUST A NEW NAME AND LOGO Your brand identity is the representation of your organisation’s reputation through the conveyance of attributes, values, purpose, strengths, and passions. It includes what your brand says, what its values are, how you behave inside and outside the organisation, and which emotions you want your service users to feel when they interact with your health services. And is the collection of perceptions that are associated with your organisation - good or bad. Contrary to common belief, most health groups do not build brand equity with logos. They build strong brands by consistently delivering quality and compassionate service, nurturing user relationships and delivering consistent, meaningful experiences. To build valuable brand equity, a health group must start with a solid branding strategy and involve everyone in the group to reinforce the “promise” behind the brand. In the traditional, design-driven corporate identity process, an entity seeking to establish “difference” develops a one-of-a-kind icon and colour palette, which reflects their group purpose. This is but one baby step in the journey to building brand equity.
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An identity earns valuable equity when the image becomes widely known, is distinctive, and demonstrates value to the marketplace. This cannot happen -- with lasting effects -without a vision for the brand and a consistent set of brand management practices.
CONSIDERATIONS WHEN NAMING YOUR NEW ENTITY Is the proposed name in the best interest of and understandable to patients and the public? s Does the name align to the vision and values of the health service? s Will the name clearly indicate the nature of the services that you provide? s Does the geographical reference relate to where services are delivered? Any new group considering a name should carry out appropriate consultation and engagement with stakeholders on the proposal, user and focus testing with service users and staff, and ensure that proper consideration is given to any objections raised. Contact should also be made with the HSE communications division at the earliest opportunity to get support for the process.
THE PROCESS STEPS 1.
EXECUTIVE BRANDING WORKSHOP Senior Management Consensus and Commitment
2.
CONDUCT BRAND SITUATION AUDIT Specific usage requirements for the logo
3.
BRAND ASSESSMENT Measure Current Brand Perceptions
4.
BRAND VISUAL AUDIT Assessment of Current Brand Messages
5.
NAMING WORKSHOP A workshop with key team exploring name options within parameters set above and select a name
6.
DEVELOPMENT OF A BRAND A Branding Framework and Brand development brief
7.
REFINE AND DEVELOP Refine the identity and develop a set of usage guidelines
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IDENTITY BRIEF ELEMENTS PROJECT NAME: BRIEFING DATE: KEY CONTACT: 1. Background a. General b. Identity 2. Existing identity 3. Core values and tone of voice 4. Technical requirements 5. Applications 6. Time scale 7. Budget
AT THE CONCLUSION OF THE SUCCESSFUL BRANDING PROCESS THE HEALTH CARE GROUP HAS A FRAMEWORK THAT: s Identifies key brand equities by linking the groups purpose s Promotes consistent brand communications, identity usage and brand management activities s Moves the group to support the brands’ promise by incorporating the health service values as a key element of the brand identity.
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CONTACTS
CONTACTS Who to contact for more information? The development of these brand guidelines is being managed by the HSE communications team with the support of the network of communications professionals across the health srvices.
If you need further assistance, please contact the HSE communications team: HSE Communications Dr Steevens’ Hospital Dublin 8 Tel 01 635 2180 www.hse.ie/communications
You can also access the brand guidelines, artwork, templates and ‘how to’ guides, along with guidance on meeting obligations under the Official Languages Act, on www.HSE.ie/branding. www.hse.ie/branding