Visual Identity Style Guide Visual Identity Style Guide | PREMIER PUBLICATION
Table of Contents The MHC Healthcare Brand
Brand and Visual Identity..................................................... 2
Using the MHC Healthcare Logo
Logo Definition..................................................................... 3 Elements of the MHC Healthcare Logo................................ 3 Logo Icon....................................................................... 3 Logo Word Mark............................................................. 3 Logo Colors.................................................................... 3 Tag Line.......................................................................... 3 History of the MHC Healthcare Logo.................................... 4 Logo Formats...................................................................... 5 Minimum Size and Clear Space........................................... 6 Acceptable Alternate Logos................................................. 7 Unacceptable Usage............................................................ 8 Using the Logo Icon............................................................. 9 Using the Tag Line............................................................. 10
Other Identity Elements
Identity Colors and Accent Colors*..................................... 11 Primary Typefaces.............................................................. 12 Alternate Typefaces............................................................ 13 Typographic Guidelines...................................................... 13 Imagery.............................................................................. 14 Content of Imagery....................................................... 14 Style of Imagery............................................................ 14
Layout Guidelines
Text Margins and Column Widths....................................... 15 Example Design Applications............................................. 16
* Please refer to page 11 for CMYK color accuracy. Note: Different paper stocks will absorb inks differently and vary the appearance of color from one stock to another.
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The MHC Healthcare Brand Brand and Visual Identity Our brand is the essence of who we are—to our community, our patients, our partner providers, the public, and our employees. Our brand represents our company’s personality, our promise to our community, and the way our community perceives us. The MHC Healthcare brand is composed of many different dimensions, some more easily identified than others. One of the most prominent aspects of our brand is our visual identity. This is the part of our brand that people see. The visual identity is expressed through our correspondence, through our promotional collateral, and through our building and vehicle signage. It includes many elements such as our logo, as well as the colors, typefaces, and imagery that we use to communicate our messages.
“ Identity is cause; brand is effect. And the strength of the former influences the strength of the latter.” - Larry Ackerman The Identity Circle
Consistency is key to reinforcing our visual identity, and strengthening our brand recognition. In this Visual Identity Style Guide, you’ll find the tools to implement consistency. Using these guidelines for direction—and inspiration—will help our community more readily recognize us and think of our mission to provide quality healthcare with a heart.
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Using the MHC Healthcare Logo Logo Definition The word logo is an abbreviation of logotype, from Greek: logos “word,” and typos “imprint.” It is a graphic mark, emblem, or symbol commonly used by commercial enterprises and organizations to aid and promote instant public recognition. Logos can be purely graphic (symbols/ icons), composed of the name of the organization (a word mark), or a combination of elements.
Elements of the MHC Healthcare Logo At the most basic level, our logo is composed of these four key elements: • An icon containing a graphic representation of a human figure and a heart shape • A word mark of our company name carefully typeset to give it memorable weight and presence • Specific logo colors • A tag line or positioning statement that underscores our mission and purpose Each of these elements is rooted in tradition. The origin for each comes out of the history of our company and has earned its place in today’s logo design.
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Logo Icon Human Figure Enclosed in Heart Shape
Logo Word Mark Typeset in ITC Garamond with Special Letter Spacing
MHC Purple
MHC Gold
PMS 2617 C 83 M 100 Y 24 K 21
PMS 1235 C 1 M 33 Y 100 K 0
Logo Colors
Tag Line Typeset Sentence Style in Helvetica Neue Italic
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Using the MHC Healthcare Logo History of the MHC Healthcare Logo The graphic image of encircled human figures within our visual identity dates back to the green logo shown here. This early logo clearly suggests the idea of people wrapped in the arms of a caring community.
Early Marana Community Clinic Logo
The use of a heart shape, along with the color purple and the use of an Oldstyle* typeface first appeared in the Marana Health Center logo that was created in the 1970s. It’s been used on stationery, buildings and vehicle signage. In 2007, when MHC Healthcare began a capital campaign to expand its reach, it commissioned a new logo that built upon traditions of the past, while looking forward to a more consistent and professional image for the future. The new design drew upon the graphic, typographic, and color elements established in earlier logos and signage. In 2014 the style guide you are reading was commissioned to establish consistency with use of the brand elements. At the time it was decided to bring greater emphasis and unity to the entire name, while correcting reproduction consistency issues that had arisen with the 2007 logo. At that time adjustments were made to both of the key colors; the whole name was set in the new purple color; and the tag line was typeset sentence style, ending with an exclamation point.
First Marana Healthcenter Logo - 1970s
First MHC Healthcare Logo - 2007
Today’s Updated MHC Healthcare Logo - 2014
* Oldstyle is a classification for a category of typefaces
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Using the MHC Healthcare Logo Logo Formats The MHC Healthcare logo is available in several formats suitable for different uses. Whenever possible, and space permitting, the preferred format for use is the two-color in-line logo with tag line. Acceptable alternate logos are defined and illustrated on page 8.
Purple/Gold Logo with Tag line This is the preferred format for use for all communications where reproduction with multiple colors is an option.
White/Gold Logo with Tag line over Purple Background In many circumstances, such as this style guide, it’s advisable to communicate the primary brand color (PMS 2617) and use this version of the logo with white replacing the purple in the Purple/Gold logo.
Black Logo with Tag line In many publications, black is the only color of ink used. In these instances the logo should be reproduced in solid black, (as shown above), rather than in shades of gray.
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Using the MHC Healthcare Logo Minimum Size The MHC Healthcare logo with the tag line can be reproduced as small as 1.75� measured horizontally from edge to edge. 1.75"
Clear Space To avoid visual distraction and to give our logo the respect it deserves, it must be kept a minimum distance from any other graphic element including typography, photographs, illustrations, lines, shapes, and other logos. This minimum spacing also applies to the trim edge of printed collateral, as well as vehicle and building signage. More than the minimum space is encouraged when applications provide the opportunity. Certain applications with limited space, such as business cards or signage, may require an exception to this clear space rule. In this situation, the clear space may be 1x the height of the word mark, rather than 1.5x. This exception, however, should be used sparingly and only when necessary.
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Minimum Size of Logo with Tag line
1.5x
1.5x
1.5x 1x
1.5x
1.5x
1.5x
To ensure the correct measurement and proportion, use the height of the capital letters in the word mark as a measuring tool. Correct area for clear space equals 1.5 times this height, as measured from the outermost edges of the logo.
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Using the MHC Healthcare Logo Acceptable Alternate Logos Although the two-color in-line logo with tag line is always preferred, certain applications may work better using an alternate logo. The following alternate logos are acceptable to use for these circumstances. Like the preferred logo on page 6, each of these alternate versions is also available in reversed-out white and gold, or in all black.
Purple/Gold Logo without Tag line This alternate logo may be used for very small applications, such as pens or name badges.
Logo Without Tag line For especially small applications, such as on promotional products, an alternate version of the logo may be used without the tag line. The minimum size of this logo is 1.5� measured horizontally from edge to edge.
1.5" Minimum Size of Logo without Tag line
Stacked Logo When size and format limitations result in a smaller-thandesirable in-line logo, an alternate stacked version of the logo may be used.
Stacked Purple/Gold Logo with Tag line This alternate logo may be used when less horizontal space is available, such as on vertical business cards or signage.
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Using the MHC Healthcare Logo Unacceptable Usage To protect the consistency and integrity of our visual identity, extreme care must be taken to comply with the standards in this guidebook whenever using the MHC Healthcare logo.
DO NOT add a stroke outline to the logo
The examples below represent common logo offenses, but do not include all non-compliant possibilities.
DO NOT change or mix colors
DO NOT add, move, or change proportions of the logo
MHC Healthcare
Quality healthcare with a heart! DO NOT add effects or drop shadows
DO NOT angle or flip
DO NOT change the typefaces
DO NOT squish, stretch, or skew
DO NOT add elements
DO NOT place on background that renders logo illegible
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Using the MHC Healthcare Logo Using the Logo Icon The logo icon is made up two symbols - the heart shape and the human figure. In certain circumstances, the logo icon may be used separately from the word mark and tag line in place of using the full logo. Examples of usages for the logo icon would be for promotional products or signage.
Unacceptable Usage of the Icon
Logo Icon Human Figure Enclosed in Heart Shape
Do not use the logo icon on a design piece that also uses the full logo, unless it is on a separate page or section. The graphic representation of the human figure should never be used alone, apart from the heart symbol. Likewise, the heart symbol should never be used without the human figure. And never should other elements be added to the logo icon, for any reason.
Unacceptable Usage DO NOT use the heart or the human figure separately.
Unacceptable Usage DO NOT combine other elements with the logo icon.
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Using the MHC Healthcare Logo Using the Tag Line The tag line should never be used as a graphic element apart from the full logo. However, there may be many occasions when the same language used in the tag line appears within the text of a document. When this occurs, set the type for the tag line in the same type style and treatment as the surrounding text. Do not attempt to visually mimic the tag line in the logo.
Here at MHC Healthcare, we care about people. Our patients know that when they come to us, they’re sure to receive quality healthcare with a heart. Acceptable Usage The tag line may be used within the body text, but must receive the same type treatment as the rest of the text.
Here at MHC Healthcare, we care about people. Our patients know that when they come to us, they’re sure to receive quality healthcare with a heart! Unacceptable Usage DO NOT mimic the logo tag line element by emphasizing the tag line within the body text using color, font, or type style.
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Other Identity Elements Identity Colors MHC Purple, the most prominent color in our visual identity, is a deep, royal color that signifies quality of care. MHC Purple can be used as an emphasis color within text or as a flood of background color to emphasize our brand. MHC Gold, used for the human figure in the logo, is also used prominently, but less often than the purple color. Gold signifies a rare and valuable treasure, which is how we view our patients and their families.
Pantone 2617 C 83 R 66 M 100 G 45 Y 24 B 93 K 21 MHC Purple
Pantone 1235 C 1 R 230 M 33 G 176 Y 100 B 31 K 0 MHC Gold
Accent Colors Our identity colors are supported by a palette of carefully-chosen accent colors of varying hues. The top row provides rich complimentary tones suitable for use as text accents on white backgrounds and as floods of color with text reversed to white. The second row of lighter pastel colors is meant for use when the background needs to be soft, and or overprinting with black text. Additional light colors can be created by tinting any of the colors shown here. Use of accent colors should always play a role that is secondary to the identity colors.
Lavender C 45 R 141 M 77 G 84 Y 0 B 162 K 0
Fuchsia C 21 R 170 M 90 G 57 Y 0 B 135 K 0
Orange C 0 R 202 M 86 G 67 Y 94 B 12 K 0
Light Blue C 85 R 57 M 1 G 170 Y 0 B 229 K 0
Blue C 79 R 81 M 41 G 123 Y 1 B 183 K 3
Teal C 91 R 52 M 0 G 162 Y 46 B 154 K 0
Rosemary C 22 R 190 M 39 G 163 Y 0 B 202 K 0
Pink C 3 R 224 M 38 G 177 Y 0 B 206 K 0
Buff C 0 R 254 M 4 G 246 Y 12 B 227 K 0
Honey C 0 R 251 M 10 G 226 Y 60 B 129 K 0
Sage C 39 R 174 M 12 G 191 Y 44 B 157 K 0
Lime C 32 R 193 M 0 G 208 Y 96 B 60 K 0
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Other Identity Elements Primary Typefaces Often overlooked, but always seen, the typography in our visual communications is one of the most ever-present visual identity elements. The typefaces we’ve chosen to represent our brand are beautifully designed and easily legible at a wide range of sizes and applications. Helvetica Neue, a sans serif typeface, is based on the mid-20th century classic, Helvetica. It’s large x-height, and well drawn lines give it clean, highly legible, yet relatively compact appearance. Because of it’s ease of readability, we strongly advise the use of Helvetica Neue as the primary typeface for body text and headers in documents. Adobe Garamond Pro is a 21st century redesign of a serif typeface whose dignified history dates back to the 1500s. A version of Garamond with a larger x-height is used for the word mark in our logo. Adobe Garamond Pro works well for titles, headings, and emphasis in written communications. It can also be used for body text or captions. These two typefaces are always preferred and should be used in all professionally-designed materials.
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Neue Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Neue Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Neue Light Italics
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Neue Bold Italics
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Adobe Garamond Pro
ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Adobe Garamond Pro Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Adobe Garamond Pro Italics
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Adobe Garamond Pro Bold Italics
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Other Identity Elements Alternate Typefaces The primary typefaces listed on the previous page are preferred for use wherever possible. However, it is understood that those typefaces are not resident on most office computers. To accommodate the needs of MHC Healthcare employees creating material internally, these alternate typefaces are acceptable when the primary typefaces are unavailable. Palatino Linotype and Arial are from the same typographic classifications as their serif and sans serif counterparts shown on the previous page. Please do not substitute other serif or sans serif typefaces in place of these alternates. These are carefully chosen to most closely match the look and feel of the primary typefaces.
Typographic Guidelines Whether using the primary typefaces on the previous page or the alternate typefaces on this page, certain guidelines should be followed. First, the minimum size of a typeface in any application is 8 points, and body copy should never be smaller than 10 points. Second, the typefaces must never be distorted (squished, stretched, or skewed), as this compromises the integrity of their design and, consequently, the integrity of our brand.
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Italics
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Bold Italics
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Palatino Linotype Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Palatino Linotype Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Palatino Linotype Italics
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Palatino Linotype Bold Italics
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Other Identity Elements Imagery At the core of our brand promise is our commitment to provide quality, compassionate healthcare for all of our patients. Photographic imagery has the power to most effectively communicate the kind of experience that our patients can expect at any of our MHC Healthcare facilities. Imagery should reflect the compassion and care that MHC Healthcare provides.
Content of Imagery • Emphasis on a compassionate caring relationship between staff and patients • Diversity in subjects (age, ethnicity, couples, singles, etc.) • Subjects should be comforting, caring and happy • When staff portraits are needed, staff members should appear confident, friendly, and knowledgeable
Style of Imagery • Soft, bright light • Open, clean and friendly • Warm and cool colors in bright tones
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Layout Guidelines Text Margins and Column Widths The width of text margins and text columns affect the visual appearance of text pages even more than the choice of typefaces. Good text margins create readability and help simplify the typeset page. The goal should not be to force as much copy into as few pages as possible. Words need space to make an impact.
Letter or Flyer
Brochure
Column widths matter because the length of a line of text is crucial to readability. The optimal line length for body text is considered to be 50-70 characters per line, including spaces. Too wide and the reader’s eyes find it difficult to track where the line begins and ends. Too narrow and the eye must travel back too often, breaking the reader’s rhythm. Naturally larger type can set in wider columns than smaller type and still fit in the optimum column width. As with all visual identity elements, the consistent application of margins and columns contributes to a continuity of appearance.
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1/2” minimum margins for brochures
1” minimum for letters, align with left side of the logo’s word mark
50 - 70 characters per line optimum column width
1” minimum margins for flyers and letters
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Layout Guidelines Example Design Applications These guidelines are published to give direction and inspiration to all whom create printed materials for MHC Healthcare. These few examples represent a few of the new materials that have been produced following these same guidelines. They’re shown here to help illustrate the variety of materials that can be created while maintaining brand consistency.
MHC Obstetrics and Women’s Health
2055 W. Hospital Dr., Ste. 115 Tucson, AZ 85704 (520) 797-0011 Ext. 6523 (520) 797-7550 Fax
2055 W. Hospital Dr., Ste. 115 Tucson, AZ 85704
Janelle Soto jsoto@maranahealthcenter.org
www.mhchealthcare.org
Business Cards
153944A_2_MHC_bc.indd 1
Join the Healthcare Team with a Heart! MHC Healthcare has outstanding career opportunities for Board Certified and Board Eligible physicians in: • Family Medicine • Internal Medicine • Pediatric Medicine We are an NCQA-recognized Patient-Centered Medical Home (PCMH). Through our 14 Community Health Centers, we provide comprehensive primary care for individuals of all ages, and all stages of life.
Our On-Site Services Include • Radiology • Laboratory • Dental • Integrated Behavioral Health
9/17/14 11:24 AM
MARANA MAIN HEALTH CENTER Address: 13395 N. Marana Main Street Marana, AZ 85653 Phone:
Envelopes
(520) 682-4111
www.mhchealthcare.org
Our Key Benefits Include • National Health Service Corps and Arizona Loan Repayment Opportunities • Malpractice Coverage Paid Through FTCA • UpToDate Subscription
Magnet
152758B_3_MHC_magnet.indd 1
7/23/14 11:24 AM
For more information contact Amy Guillory at 520-616-1451 or aguillory@maranahealthcenter.org www.mhchealthcare.org/careers
Advertisement
MHC Obstretrics & Women’s Health 2055 W. Hospital Dr., Ste. 115 | Tucson, AZ 85704
www.mhchealthcare.org
Letterhead
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