Homewood Consolidated Style Guide by Janet Wakutz

Consolidated Brand Style Guide v.1.0

Building A Consistent Brand Image

In business, an organization’s name, logo, and reputation are often referred to as a “brand.” A brand is more than a name and a logo. A brand can be defined as a promise tied to an identity. The idea is to make and keep a promise, and an organization’s reputation and identity are linked to that promise. Homewood already has an established “brand” that is well-recognized nationally. This manual introduces a more clearly articulated brand for Homewood and its entities. We believe that our brand is a key strategic, competitive tool and one of our most important assets. In recognition of that belief we have created this corporate identity standards manual. This manual provides the building blocks for supporting the Homewood brand system. It is designed to help apply the Homewood brand correctly and consistently across all media.

Our Vision

To be recognized as a leader in improving an individualâ&#x20AC;&#x2122;s quality of life. table of contents

1.0 Visual Expression Our Brand Identity

2.0 Corporate Structure Brand Identity with Subsidiary Name

3.0 Clear Space Protecting Our Brand Identity

4.0 Corporate Colours Fundamental To Our Brand

4.1 Secondary Colours Supporting Our Brand

5.0 Application Using the Correct Brand Identity, Signage and Sizing

6.0 Typography Aller, Utopia and Arial

7.0 Imagery Primary & Secondary

8.0 Co-Branding How to Position the Brand Identity with Others

9.0 Logo File Names Reading and Choosing the Right File for Logos

1.0 Visual Expression Our Brand Identity

Our brand identity is a symbol of our humanity and our commitment to helping others. The connected hands in the shape of a leaf represents care. The leaf symbolizes life, vitality, growth and a new beginning. The colours blue and green provide stability, a feeling of calmness, confidence and growth. Our identity has been subtly refined to deliver a fresher, cleaner appearance. The new nomenclature will now be applied to all of Homewoodâ&#x20AC;&#x2122;s operating units, signaling a stronger unity and integration in caring for our patients and serving our key stakeholders.

logo with tagline

It is preferable to use the logo with its tagline as it helps to reinforce Homewoodâ&#x20AC;&#x2122;s promise. The logo with tagline is suitable for most communications and marketing materials. Use the logo without tagline only where a less detailed logo may be preferable (i.e. small premiums) or where it addresses a bilingual audience.

It is not acceptable to recreate or alter the logo. Always use approved artwork â&#x20AC;&#x201D; available at www.homewood.org when reproducing the Homewood logo.

logo without tagline

2.0 Corporate Structure Brand Identity with Subsidiary Name Logos for the Homewood subsidiaries have been designed based on the Homewood master brand identity. These logos include a descriptive name that identifies each of Homewoodâ&#x20AC;&#x2122;s operating units. Each name is carefully typeset and letter spaced and should never be altered in any way. This page shows the English tagline; however, the same requirements apply to the logo with the French tagline as well.

parent identity & parent + subsidiary with tagline

parent identity & parent + subsidiary without tagline

3.0 Clear Space Protecting Our Brand Identity To ensure the consistency and prominence of the logo, clear space must be maintained between the logo and other design elements or adjacent text. An acceptable minimum clear area for the Homewood logo is illustrated at right. When possible, keep a larger area clear. The logo should never be used in conjunction with other graphic elements. Any materials developed where the logo is part of the design must have all other elements placed outside this minimum space. Any change to the size of the logo will result in proportional changes to the space around the logo itself. The grey lines in this illustration show how the minimum clear area is calculated. Keep the clear area to each side of the Homewood logo equal to, or greater than, the size of the â&#x20AC;&#x153;Hâ&#x20AC;?.

4.0 Corporate Colours Fundamental To Our Brand It is important to maintain a consistent appearance and reproduction of the corporate colours across all forms of visual communication. Using colours consistently will strengthen our brand recognition, create impact and distinguish our message. For reproduction in one colour â&#x20AC;&#x201C; use black or reverse to white out of a dark background. See Section 5.0.

adjusted colour breakdown based on

PANTONE

adjusted colour breakdown based on

CMYK RGB

HEX

6OC659

PANTONE

CMYK RGB

HEX

00829B

C: 58

R: 96

C: 100

R: 0

PANTONE 360

M: 0

G: 198

PANTONE 314

M: 0

G: 130

Y: 80

B: 89

Y: 9

B: 155

K: 0

K: 30

4.1 Secondary Colours Supporting Our Brand

A series of 10 secondary colours of both muted tones and rich hues provides a toolkit for various collateral material, and is designed to support the brand identity. Secondary colours are used as accents and background colours. The colours chosen are meant to complement the two corporate colours. Consistent use of these colors will contribute to the cohesive and harmonious look of the Homewood brand across all relevant media.

adjusted colour

breakdown based on

PANTONE 301 (C/U)

PANTONE 3025 (C/U)

PANTONE 549 (C/U)

PANTONE 5415 (C/U)

PANTONE 5835 (C/U)

CMYK RGB

C: 100 R: 0

C: 52

R: 94

C: 62

R: 96

C: 33

R: 158

M: 30

G: 91

M: 0

G: 84

M: 6

G: 153

M: 28

G: 124

M: 24

G: 153

Y: 0

B: 153

Y: 0

B: 107

Y: 0

B: 170

Y: 27

B: 140

Y: 54

B: 89

K: 35 HEX

K: 57

005B99

HEX

K: 25

00546B

HEX

K: 15

5E99AA

HEX

adjusted colour

K: 8

607C8C

HEX

9E9959

adjusted colour

breakdown based on

PANTONE 5787 (C/U)

PANTONE 609 (C/U)

PANTONE 617 (C/U)

PANTONE 188 (C/U)

PANTONE 413 (C/U)

CMYK RGB

C: 6

R: 198

C: 0

R: 234

C: 10

R: 204

C: 0

R: 124

C: 0

R: 198

M: 0

G: 198

M: 10

G: 229

M: 0

G: 196

M: 79

G: 33

M: 0

G: 193

Y: 23

B: 153

Y: 46

B: 150

Y: 40

B: 124

Y: 65

B: 40

Y: 6

B: 178

K: 18 HEX

K: 12

C6C699

HEX

K: 10

EAE596

HEX

K: 47

CCC47C

HEX

K: 20

7C2128

HEX

C6C1B2

5.0 Application Using the Correct Brand Identity, Signage and Sizing Acceptable Homewood corporate colour combinations are illustrated. It is vital that we maintain colour consistency across all areas of communication and use the Homewood colour logo in Pantone, CMYK, or RGB formats, as appropriate, whenever possible.

Colour application of the brand identity over a background value.

10%

20%

30%

40%

When using the Homewood logo on backgrounds other than white or black, ensure that optimal contrast is maintained.

50%

60%

70%

80%

Signage Application Signage is dependent on the environment in which it will be seen. Given the multiple variables (location, interior and exterior), follow the Clear Space guidelines for spacing and the Corporate Colour formulas if reproducing signage in colour.

Minimum size illustrated below.

For optimum contrast it is recommended that the Homewood logo be used in reverse for values of 40% or more. See illustration at right.

For the purpose of sharp reproduction, there is a minimum logo size. The logo should appear no smaller than 1.25â&#x20AC;? wide. Should the logo need to be reproduced any smaller than those dimensions, it should be reproduced without the tagline. Alternately, the tagline, taken from final logo artwork, can be placed elsewhere at a more readable size (i.e. name badges). The logo should always be reproduced from electronic file formats. There is no maximum size for the logo application.

Black & White application of the brand identity over a background value.

90%

100%

1.25"

6.0 Typography Aller + Utopia

Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all Homewood communications. There are two typography platforms available for use: one for designers who are creating professional marketing materials; and one for staff who are producing documents, writing emails, or creating PowerPoint presentations. For Designers Aller is the primary typeface of Homewood, and should be used for all printed materials. The typeface has a high degree of legibility, is strong in character, simple in appearance, and complements the accompanying brand identity icon.

For Designers Aller – Light

Utopia – Regular

BCDEFGHIJKLMNOPQRSTUVWXYZ A abcdefghijklmnopqrstuvwxyz 1234567890

A BCDEFGHIJKLMNOPQRSTUVWXYZ

Aller – Light Italic

Utopia – Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Aller – Regular

Utopia – Semibold

A BCDEFGHIJKLMNOPQRSTUVWXYZ

Aller – Italic

Utopia – Semibold Italic

A BCDEFGHIJKLMNOPQRSTUVWXYZ

Aller – Bold

Utopia – Bold

A BCDEFGHIJKLMNOPQRSTUVWXYZ

Aller – Bold Italic

Utopia – Bold Italic

A BCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Utopia is recommended for body text in content-intensive documents.

Utopia – Black

For Staff

abcdefghijklmnopqrstuvwxyz 1234567890

In applications where Aller is not available, such as email, Word documents, or PowerPoint® presentations, Arial is to be used.

A BCDEFGHIJKLMNOPQRSTUVWXYZ

7.0 Imagery Primary & Secondary

Primary Imagery Improving an individual’s quality of life is the single most important element of Homewood’s brand strategy. The goal is to reflect this in the use of photographs.The primary images available are photos that focus on people, including some depicting Homewood staff at work. Care should be taken to ensure that images are appropriate for the subject matter and they must be approved by the Homewood Marketing and Communications department. A small sample of the photos available is shown here. These photos are available from the Marketing and Communications Department. Secondary Imagery For applications where the focus is more program, event, or target audience specific, people-focused images are still preferred, but can be less thematic and more ‘in-context.’ There is also room to incorporate symbolic imagery to support a particular message.

8.0 Co-Branding How to Position the Brand Identity with Others

The Homewood logo is modular in order to encompass multiple variables such as “with” or “without” tagline, English and French and various subsidiary names. Due to this, and changing dimensions, no bounding box or frame is used and alignment is based on the baseline. When aligning the Homewood brand identity with other identities in co-branded applications, align on the baseline for horizontal positioning and flush left for vertical positioning.

LOGO

HORIZONTAL (BASELINE) ALIGNMENT

LOGO

Once either of these two positions have been established, size up the Homewood identity in relation to those around it – keeping in mind the Clear Space outlined in Section 3.0.

VERTICAL (FLUSH LEFT) ALIGNMENT

9.0 Logo File Names Reading and Choosing the Right File for Logos

HW_CORP_Eng_4C(CMYK).eps

language of content

Many custom artwork files have been developed for the Homewood brand identity. Due to the multiple formats and versions – these files follow a specific naming convention so you may quickly understand the contents of each file and locate them easily. Each part of the file name is an abbreviated form of information about the file. All file names use underscores to separate information.

file format

EN = English FR = French

Organization name and content of file. (Homewood)

.eps = Vector .tiff = Raster .jpeg = Raster

HW _ CORP _ Eng _ 4C(CMYK) .eps division ALONE = No Associated Subsidiary COH = Centre for Organizational Health CORP = Corporation La Société HC = Health Centre de Santé HRI = Research Institute HS = Human Solutions Humaines ICON = Icon Only VA = Volunteer Association

colour content 1C = Black or White (For applications not permitting colour) 2C = Pantone (For offset printing) 3C = Three Colour – RGB (For online and digital applications) 4C = Four Colour – CMYK (For offset printing)