Portage Health Visual Brand
revised: 3/16/2012
Style Guide Elements
Guidelines Always as one color. Can be displayed: • on its own.* • with Portage Health • with Portage Health and Service Line. • with Portage Health and Tagline. • with Tagline. *Use of the cross on its own must
Cross
be approved by the Marketing & Communications Department.
Font: Cassia Medium in Small Caps. Always as one color. Can be displayed: • with Cross. • with Cross and Service Line. • with Cross and Tagline.
Portage Health
Vector art derived from font Jenna Sue. Font was outlined; manually thickened by pulling path handles; ascenders shortened; and “for” was nudged left. Always as one color. Can be displayed: • on its own. • with Cross. • with Cross and Portage Health.
Tagline Art
Service Line
MEDICAL GROUP
Font: Trade Gothic LT Std Regular Always as one color. Can be displayed: • with Cross and Portage Health.
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Portage Health Visual Brand Style Guide
Logo Construction - Cross Only
The Cross has been used in our logo since 1994 and is the most recognizable element of our visual brand. It may not be stretched or distorted in any way.
In applications where the size of the Cross causes it to lose integrity, the bottom-most layer may be removed.
Always as one color. The following colors can be used: • Portage Green • Black • White • Khaki
Portage Health Visual Brand Style Guide
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Logo Construction - Cross and Portage Health The Cross and type can be aligned horizontally or vertically.
When constructing the horizontal logo, the top of the “P” should align with the middle of the first layer in the Cross. The baseline should align with the back visible corner of the Cross. The space between the Cross and the type should be equal to the space between the “E” in Portage and the “H” in Health. When constructing the vertical logo, the left edge of the Cross should align with the left of the “A” in Portage. The right of the Cross should align with the right of the “E” in Health. The space between the Cross and the type should be the height of a smallcaps “E.” The following colors can be used in this configuration: • Portage Green • Black • White • Khaki The configuration can be one color or two color.
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Portage Health Visual Brand Style Guide
Logo Construction - Cross, Portage Health and Tagline ALL CROSS and PORTAGE HEALTH construction guidelines apply. When adding the Tagline to the horizontally aligned logo, the period should align with the right side of the “H” in Health. The top left corner of the “H” in Here should align with bottom left corner of the “E” in Health. The top of the “H” in Here should be equal to the lower serif in the “E” in Health.
Portage Health Visual Brand Style Guide
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Logo Construction - Cross, Portage Health and Tagline ALL CROSS and PORTAGE HEALTH construction guidelines apply. When adding the Tagline to the vertically aligned logo, the period should align with the right side of the Cross. The top left corner of the “H” in Here should align with left side of the Cross. The top of the “H” in Here should be equal to about half a smallcaps letter height.
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Portage Health Visual Brand Style Guide
Logo Color - Cross, Portage Health and Tagline
The Cross and Portage Health can appear in the following colors: • Portage Green • Black • White • Khaki
The Tagline can appear in these additional colors: • Spring Green • Sky Blue • Slate • Keweenaw Orange • Jacobsville Red • Earth Brown
The configuration can be one color, two color or three color.
Portage Health Visual Brand Style Guide
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MEDICAL GROUP
Logo Construction - Cross, Portage Health and Service Line
55%
MEDICAL GROUP
When adding a Service Line to the horizontally oriented logo, the Service Line should be sized to about 55% the letter height of Portage Health. The Service Line should be left aligned with Portage Health.
MEDICAL GROUP MEDICAL GROUP MEDICAL GROUP The top of the “P” in Portage should be aligned with the top corner in the Cross. The bottom of the Service Line type should align with the forward-bottom corner of the Cross. MEDICAL GROUP • UNIVERSITY CENTER
120%
The width of the Service Line should not exceed 120% the width of Portage Health. If it does, the font size should be reduced.
MEDICAL GROUP • UNIVERSITY CENTER
120%
MEDICAL GROUP
MEDICAL GROUP
MEDICAL GROUP
The following colors can be used in this configuration: • Portage Green • Black • White • Khaki The configuration can be one color, two color or three color.
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Portage Health Visual Brand Style Guide
Portage Health MEDICAL GROUP
Logo Construction - Cross, Portage Health and Service Line ALL CROSS and PORTAGE HEALTH construction guidelines apply.
Portage Health
60%
MEDICAL GROUP
Portage Health MEDICAL GROUP
Portage Health
MEDICAL GROUP UNIVERSITY CENTER
120%
Portage Health
When adding a Service Line to the vertically oriented logo, the Service Line should be sized to about 60% the letter height of Portage Health. The Service Line should be center-aligned with the Cross and Portage Health. The width of the Service Line should not exceed 120% the width of Portage Health. If it does, the font size should be reduced.
MEDICAL GROUP UNIVERSITY CENTER
120%
Portage Health MEDICAL GROUP
Portage Health
The following colors can be used in this configuration: • Portage Green • Black • White • Khaki
MEDICAL GROUP
Portage Health MEDICAL GROUP
The configuration can be one color, two color or three color.
Portage Health Visual Brand Style Guide
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Logo Construction - Cross and Tagline Construct the Cross and Tagline horizontally. Top of the first ascender of the “H” in Here should align with the top-right corner of the top section of the Cross. The baseline of “Here for Life” should align with the back-right corner of the Cross. The space between the Cross and the “H” in Here should be equal to the right, diagonal side of the Cross.
The Cross can appear in the following colors: • Portage Green • Black • White • Khaki The Tagline can appear in these additional colors: • Spring Green • Sky Blue • Slate • Keweenaw Orange • Jacobsville Red • Earth Brown The configuration can be one color or two color.
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Portage Health Visual Brand Style Guide
Fonts
Sample
Cassia ExtraLight
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Cassia ExtraLight Italic
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Cassia Light
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Cassia Light Italic
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Cassia Regular
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Cassia Italic
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Cassia Medium
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Cassia Medium Italic
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Cassia Bold
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Cassia Bold Italic
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Used for “Portage Health” in the logo.
Portage Health Visual Brand Style Guide
Fonts
Sample
Trade Gothic LT Std Condensed No.18
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Trade Gothic LT Std Bold Condensed No.18
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Trade Gothic LT Std Light
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Trade Gothic LT Std Regular
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Trade Gothic LT Std Bold
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Humanist 521 BT Light
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Humanist 521 BT Light Italic
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Humanist 521 BT Italic
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Humanist 521 BT Regular
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Humanist 521 BT Roman
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
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Portage Health Visual Brand Style Guide
Fonts
Sample
Humanist 521 BT Bold
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Humanist 521 BT Bold Italic
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Amasis MT Regular
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Montessori Script
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Jenna Sue
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890
Portage Health Visual Brand Style Guide
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Primary Portage Health Colors Use for the Cross, Portage Health and Service Line. Those elements may not be used in any other colors.
Portage Green
Black
White
Khaki
C M Y K
C M Y K
C M Y K
C M Y K
100 23 71 8
0 0 0 100
0 0 0 0
19 16 19 0
R 0 G 132 B 106
R 0 G 0 B 0
R 255 G 255 B 255
R 0 G 132 B 106
#00846a
#000000
#ffffff
#cdcac5
PMS 3288
Complementary Portage Health Colors Use for the Tagline, graphic elements and backgrounds. We are not limited to these colors, but they are approved and should guide other color choices.
Spring Green
Sky Blue
Slate
C M Y K
C M Y K
C M Y K
53 17 90 1
40 16 0 0
62 50 57 26
Keweenaw Orange C 23 M 63 Y 98 K 9
Jacobsville Red
Earth Brown
C M Y K
C M Y K
39 73 74 42
47 62 89 46
R 134 G 169 B 79
R 141 G 192 B 255
R 92 G 97 B 91
R 183 G 108 B 43
R 107 G 61 B 48
R 92 G 67 B 34
#86a94f
#8dc0ff
#5c615b
#b76b2d
#6b3d30
#5c4322