Mount Sinai Children’s
Visual Identity System
User Guide
Any communication materials developed must be shared with the Creative Department.
Introduction
Mount Sinai Health System has adopted a visual identity system for its children’s health offerings and programs, to create a look and feel that is accessible to younger audiences and their families. This family-friendly visual system will help us elevate our brand awareness, and more deeply engage with our audiences.
By building on primary elements of Mount Sinai’s brand identity, these guidelines help each of us understand and implement the children’s identity system with consistency — and for impact.
Mount Sinai Children’s Visual System User Guide 2
Mount Sinai Children’s Visual System User Guide 3 Table
Contents BRINGING THE ELEMENTS TO LIFE Design Inspiration Overview ............................................................................................ 13 Brochures 14 Posters ........................................................................................................................................... 15 Advertisement 17 Website 18 Environments ............................................................................................................................. 19 Lab Coats 20 PowerPoint .................................................................................................................................. 21 OUR LOOK AND FEEL Logo Usage ................................................................................................................................... 5 Butterfly Icon 6 Color Palette ................................................................................................................................8 Typography 9 Photography 10 Secondary Icons ...................................................................................................................... 11 Visual Identity Toolkit 12 INTRODUCTION
of
Our Look and Feel
Logo Usage
The look and feel in this user guide may be applied by any entity in the children’s health portfolio. The look and feel should be accompanied with the approved logo. See examples of approved logos on the right. If you are unsure which logo to use, contact the marketing team.
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Butterfly Icon
Our children’s health icon, the butterfly, is a central element in our visual system. The two individual shapes coming together signal collaboration and echo the main Mount Sinai logo. As a symbol of hope, the butterfly also serves as an approachable guide to young people and their families, showing the way to better health.
Butterfly Usage
To create visual consistency across all of our children’s health offerings, use the butterfly on most communications related to children’s health at Mount Sinai.
The butterfly must always be used at a an angle, rather than completely horizontal or vertical. The butterfly should have clear space around it on all sides no less than 10% of the butterfly.
It can overlap an Image as a decorative element.
Dotted Line
The dotted line adds charm and expresses our compassionate, caring, and dynamic approach to children’s health.
It should be used in applications where families and patients might benefit from guidance — both directional and informational — on the path to better health (e.g., highlighting key messages, as a wayfinding device, etc.). Avoid use of the dotted line in small spaces, or in applications where the line won’t be reproduced well, such as embroidered lab coats.
Interaction with other elements
Mount Sinai Children’s Visual System User Guide 6
100% 10% Too much space between dashes Dashes too long Too light Preferred Too thick Dashes too short
Butterfly Icon continued
The butterfly offers many options to delight a design.
Outline Butterfly
To add the butterfly in a subtle way, another options is the outline butterfly icon.
When using the outline butterfly the design must also have the full color butterfly present, either on the same page or on a prior page. For a website, the full color butterfly should be on the home page and the outlined version can be used in other places.
This butterfly version must follow the same usage requirements, share on page 6.
Holding Shape
The butterfly can be used as a holding shape for photography. When using holding shapes inspired by the butterfly, be sure not to cut off key details such as faces. Holding shapes should enhance, not constrict photography.
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Color Palette
Our color palette helps us express Mount Sinai’s unified brand story and personality. For this reason, it’s important to be consistent and use only the colors outlined in the guidelines.
Our vibrant primary color is cyan, and our complementary secondary colors are magenta and violet.
When using both cyan and magenta together, ensure that the overlapping areas are violet, rather than cyan or magenta. This applies to both graphic elements and text treatments.
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Primary color Secondary colors Mount Sinai cyan Mount Sinai magenta Mount Sinai violet Mount Sinai black C:100 M:0 Y:0 K:0 R:0 G:174 B:239 #00AEEF C:10 M:100 Y:0 K:0 R:216 G:11 B:140 #D80B8C C:100 M:100 Y:0 K:28 R:34 G:31 B:114 #221F72 C:0 M:0 Y:0 K:100 R:0 G:0 B:0 #000000 Mount Sinai cyan Mount Sinai magenta Mount Sinai violet 50% 50% 50% Mount Sinai black 80% 60% 40% 20% 10%
Typography
Brand font
Our brand font is Neue Haas Grotesk, which is the primary sans serif typeface in the Mount Sinai typography toolkit. It is a versatile font, offering a variety of styles suitable for everything from bold headlines and large-scale messaging to elegant body copy.
When Neue Haas Grotesk is not available, Arial and Helvetica are acceptable substitutes. For websites, use Helvetica Neue for text.
Hierarchy
Our typeface can be applied in a variety of sizes, weights and colors to create engaging and easyto-read documents, both in print and online.
Key messages:
Neue Haas Grotesk
Display – Extra Light or Bold
Lorem ipsum Lorem ipsum
Section header:
Neue Haas Grotesk
Text Pro – Roman
Lorem ipsum dolor sit
Paragraph header:
Neue Haas Grotesk
Text Pro – Bold
Lorem ipsum dolor sit
Body copy:
Neue Haas Grotesk
Text Pro – Roman
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.
Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod.
CTA:
Neue Haas Grotesk
Text Pro – Bold
websitegoeshere.com
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Photography
Photography helps us tell our impact story and is a key element of our look and feel. Select photography that showcases representation across ages (infants to young adults), audiences (patients, family, clinicians and support staff) as well as the diversity of New York City.
Always check for the latest masking and other protocols on the Mount Sinai Brand Center: https://www.mountsinaibrandcenter.org/Guidelines/146
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Secondary Icons
Illustration can be a powerful storytelling device, adding greater flexibility to our visual language, and inspiring a world of possibilities. To support the butterfly in telling our story, we created secondary icons.
Inspired by the butterfly, our other icons should look welcoming, fresh, and vibrant.
The butterfly must always be present in designs where secondary icons are used. Depending on the layout, the butterfly can be larger or smaller than other icons (while still respecting minimum size and clear space). See notional designs at the end of the guidelines for inspiration.
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Visual Identity Toolkit
Neue Haas Grotesk Display Extra Light
Neue Haas Grotesk Display Extra Light
Headlines
Headlines
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Neue Haas Grotesk Text Pro
Neue Haas Grotesk Text Pro
Body Copy
Body Copy
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Neue Haas Grotesk Display Bold
Neue Haas Grotesk Display Bold
Headlines
Headlines
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Mount Sinai Children’s Visual System User Guide 12
Photography style Color Logo Butterfly
Typography
Applications
icon
Illustrations
Healthy
Illustration
Applications Photography style Color Logo Butterfly icon Typography Illustrations
starts here Discover more
Style Secondray Icons
A healthy lead for life Healthy starts here Healthy starts here
more
Discover
Bringing the Elements to Life
Design Inspiration Overview
The applications on the following pages demonstrate our visual identity system in action across a spectrum of communications. Refer to these examples as inspiration for bringing our brand story to life.
Brochures
The beginning of something bright
A healthy lead for life
Healthy starts here
Mount Sinai Children’s Visual System User Guide 14
illustrative and all
in this document
FPO.
All sample communications are
photos
are
Brochures (Cont’d)
O u r Su rg e on s
Dr Stock's practice is dedica ed o pediatric uro ogy and the surgica econstruction of genitourinary bir h defects. His c inica specialt es include the eva uation and treatment o child en with urinary ract nfections, vesicoure era reflux, and hydronephrosis. He has ex ensive experience in the su gical epair of hypospadias, u etera reflux, and ureteropelvic unction obstruction
Together with our partne s in Nephro ogy
Dr Stock runs our End Stage Rena Disease Program for children
Dr Stock has developed minimally nvasive procedures as an a ternative treatment to open surgery He is one of the mos experienced urologists in the tri-state a ea in performing robotic assis ed surgery on child en
Dr Stock is committed to advancing pediatric urologic care both in and out o the hospital. He has served as our Residency Program director or nearly a decade and s Associa e Editor for the journa Urology He has published more than 50 articles in peer reviewed journals
Did you know ? Dr. Stock is a nat ve of New York City and grew up in the Bronx
Dr Malhotra specializes n kidney stones ferti ity prese vation, t ansgender care and varicoce es. She is passionate about mproving care or patients with gen a conditions such as hyd oceles and undescended estic es, as wel as male and emale hern as. Dr Malho ra s dedica ed to comprehensive multidiscip nary care n addition to being the co-director o our Pedia ric Kidney Stone P og am she uns our Spina Bifida Program
A nat ve o the M dwest she attended Northwestern Un versity where she majored in philosophy and at ended medica schoo at the Un ve sity of Il inois at Chicago She a so completed her residency in uro ogy there Dr Ma hotra hen held a ellowship at he Prima y Chi d en s Hospita a the Un versity of U ah and fina y ound her home here in New York City
Dr Malhot a is a member of the Societies or Pediatric Urology the American Urological Association, the American Medical Association, the American Association o Pediatrics – Section on Urology the Society of Women in U ology the American Society or Rep oductive Medicine the nternational Continence Society and the Association or Surgical Education. She also serves as reviewer for the Journal of Pediatric Urology Urology and U ology P actice
Did you know ? Dr Malhotra loves to trave and has been to almost a l 50 states
All sample communications are illustrative and all photos in this document are FPO.
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Chie of Pedia ric U o ogy Moun Sinai K av s Child en s Hospi a Assoc ate P o esso Ped atric U o ogy cahn School of Medicine a Moun Sina Neha R Ma hotra MD Assis an P o esso Pediatric Uro ogy cahn Schoo o Medic ne a Moun Sina
Posters
The beginning of something bright
Healthy starts here
A healthy lead for life
Mount Sinai Children’s Visual System User Guide 16
All sample communications are illustrative and all photos in this document are FPO.
Posters (Cont’d)
Healthy starts here
The beginning of something bright A healthy lead for life
Mount Sinai Children’s Visual System User Guide 17
All sample communications are illustrative and all photos in this document are FPO.
Mount Sinai Children’s Visual System User Guide 18 Advertisement Give Your Kids Everything Our Heart Specialists Have Got Our Children’s Heart Center is supported by all our expert cardiologists at Mount Sinai. Make an Appointment
Mount Sinai Children’s Visual System User Guide 19 Website Healthy starts here Discover more
Mount Sinai Children’s Visual System User Guide 20
All sample communications are illustrative and all photos in this document are FPO.
Environments
Lab Coats
Mount Sinai Children’s Visual System User Guide 21
All sample communications are illustrative and all photos in this document are FPO.
For further information, please contact: Gabriel
Bershadscky
AVP, System Creative and Design Mount Sinai Health System
gabriel.bershadscky@mountsinai.org
