Brand Identity Style Guide
2016
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CONTENTS Brand Overview Brand Elements • Company logo • Colors • Fonts • Physician Leadership Institute type treatments • Second-curve graphical element Brand Element Uses • Company name and logo • Service line(s) name and type treatment • Second-curve or “swoosh” • Official fonts and colors Text Usage & References • CTI and Physician Leadership Institute Digital Brand • Websites • Social media • Newsletter • Company emails Templates • Business cards • Letterhead • Email signatures • Power Point • Sales Proposals
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BRAND ELEMENTS OVERVIEW Here’s what you’ll be learning about in this guide.
Colors Logo Hexa/HT ML Code Blue #0f2a 78 Gold #9a81 46 Pantone (Spot Co lor) Blue 2756 C Gold 4505 C
Preferred
version
4-Color P rocess (C MYK) for printe d materi als Blue C: 88 , M: 65, Y:0, K: Gold C: 0, M: 16, Y: 55 53 , K: 40 Electron ic Applic ations (R Blue R: 15 GB) , G: 42, B: 120 Gold R: 15 4, G: 129, B: 70
Fonts Open Sa ns Light
Type Trea
example
CTI is the gr
eatest com
Open Sa ns Regula r ex
rth.
Physician
ample
CTI is the
greatest co
Open Sa ns Bold ex
mpany on
Leadersh
Earth.
INSTITU
ample
CTI is the
greatest
company
on Earth.
tments
Vertical
pany on Ea
Horizonta
l
TE
ip
Physician L
eadership INSTITU
For inquiries about branding or clarification on any of the elements in this guide, contact Doreen Jesseph at djesseph@ctileadership.com
Double C urve
TE
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BRAND ELEMENT USES The company name is CTI and the official logo is:
This is the logo that we will use on our website, business cards, letterhead, email signatures, marketing materials, etc. This is the company logo that should be used when creating: • •
Custom client brochures All course materials, including slides, handouts, rosters, evaluations, etc
The previous Physician Leadership Institute logo, below, is being retired and should not be used on any CTI materials going forward.
These, and all versions of the Physician Leadership Institute logo, should not be used in any materials moving forward. 4
BRAND ELEMENT USES, CONTINUED The tagline represents our service line categories:
Leadership | Strategy | Innovation Service line names and type treatments:
LEADERSHIP
Strategy INSTITUTE
| STRATEG Y
Leadership
INSTITU
Within each primary service line, we have, or will have, industry and profession specific subcategories:
INSTITU
INSTITU
Program Names:
• •
Client Name + Program + powered by CTI
•
Fellowship Academy
Bootcamp
Coaching
•
TBD
TE
Innovation
TE
Healthcare
•
N
Strategy
TE
Strategy
•
| INNOVA TIO
INSTITU
TE
Nursing
Innovation
INSTITU
•
TE
TBD
Distance Le
arning
examples*
The Iowa Clinic Physician Leadership Institute powered by CTI HCA’s Physician Leadership Academy powered by CTI The Mission Health Physician Leadership Fellowship powered by CTI *The above applies to all NEW client programs. Program names for existing clients need not be changed.
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BRAND ELEMENT USES, CONTINUED Physician Leadership Institute is a service line within CTI. It is currently the most prominent and popular service line we offer. We anticipate that, in the future, we will offer other service lines. Service lines do not/will not have their own logos. Service lines do/will have official type treatments for certain uses of their names, including: • Cover or front pages of sales proposals for engagements that fall within that service line • Cover slides of presentations that fall within that service line • Marketing materials and sales collateral pertaining to that service line We will have three primary service lines within CTI: • Leadership Institute • Strategy Institute • Innovation Institute Within those primary service lines, we currently have: • Physician Leadership Institute* • Healthcare Strategy Institute *Physician Leadership Institute has, to this point, been treated as its own company in some uses, which will no longer be the case. As a transition step, the Physician Leadership Institute name will appear next to the CTI logo on our new website and in other locations.
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Service lines, including Physician Leadership Institute, have two available type treatments Both type treatments are acceptable and the choice of which to use should be determined according to which fits better in the relevant document. Service line type treatments should not be used in the following ways: • By itself, as though it is a company name. Any document or presentation that includes the service line type treatment must also include the CTI name/logo*. • As a company logo in the header or footer of documents or slides. • Within body text that refers to the service line, such as: “Graduates of CTI’s Physician Leadership Institute demonstrate a marked improvement in listening skills.”
Vertical
Physician
Leadership INSTITUTE
*CTI logo may appear on its own and does not require an accompanying service line name or type treatment.
Horizontal
Physician Leadership INSTITUTE
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BRAND ELEMENT USES, EXAMPLES When client logos are used with the CTI logo in Power Point presentations, program materials, etc., please place logos as follows: • Powerpoint Slides, CTI logo only
• Powerpoint Slides, client & CTI logo
• Orientation Binder Cover
• Orientation Binder Internal Pages
• Powerpoint Slides, PLI & CTI logo
• Proposal Cover The EHN Leadership Fellowship
The Physician Leadership Academy at Florida Medical Clinic Class of 2017
The Physician Leadership Academy at
Florida Medical Clinic Class of 2017
for the Physician Hospital Organization (PHO)
PARTICIPANT AGREEMENT
Program Expectations Florida Medical Clinic is committed to creating a comprehensive physician development program for the Physician Leadership Academy at Florida Medical Clinic (PLA FMC), Class of 2017. The goal of the PLA FMC is to produce the next generation of transformational leaders, and to provide them wi th the ski l ls and knowledge necessary to make a positive and lasting impact within the community. The PLA FMC curriculum is designed to offer participants the best possible opportunity for personal and professional growth and physician leadership skills development. It is important for those participating i n the PLA FMC to understand the commitment of time and effort necessary to create a positive, successful learning experience. As a participant in the PLA FMC, you commit to: Active Participation and Learning
Attending all scheduled Leadership sessions, events, and workshop activities Taking the responsibility for your own learning Being open and engaged Making an attempt to try, experiment, and take risks Taking initiative and being innovative Aiming to understand and asking questions Leading authentically and by example Building strong, lasting partnerships Honoring the program and the investment made Learning to become uncomfortable, recognizing transformation does not come without discomfort e.g. the disorienting dilemma, critical reflection, discourse and dialogue, action, and a new perspective Becoming a change agent in transforming the leadership DNA of your organization Working hard and having fun Notifying Brad Pollins, at bpollins@ctileadership.com, in advance if unable to attend a session
Please note: Due to the level of investment, it is Florida Medical Clinic’s expectation that participants will attend at least 80% of the facilitated sessions and project coaching meetings.
Confidential proposal prepared by CTI Tampa, FL 813-333-1401 CTI 3802 Spectrum Blvd., Suite 116A, Tampa, FL 33612 | www.ctileadership.com | P: 813-333-1401
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1|P a g e
physicianleadership.org
Second Curve or “Swoosh”
The familiar second curve image, or “swoosh,” will continue to be used as a graphical element in our materials, but it is not a logo or part of a logo. The curve may be used in the following ways: • An illustration accompanying text about our mission as it pertains to the second curve • As a watermark or background illustration • As a section or page divider
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Official Fonts and Usages
Colors
The official font, Open Sans, must be used in business cards, letterhead, and marketing materials. The preferred font for everyday correspondence is Georgia. Official colors also pertain to formal and official documents and templates are provided with those colors as needed. Text used in documents and presentations should be black.
Open Sans Light example
CTI is the greatest company on Earth. Open Sans Regular example
CTI is the greatest company on Earth. Open Sans Bold example
CTI is the greatest company on Earth.
Georgia Regular example
CTI is the greatest company on Earth. Georgia Bold example
CTI is the greatest company on Earth. 10
Hexa/HTML Code Blue #0f2a78 Gold #9a8146 Pantone (Spot Color) Blue 2756 C Gold 4505 C 4-Color Process (CMYK) for printed materials Blue C: 88, M: 65, Y:0, K: 53 Gold C: 0, M: 16, Y: 55, K: 40 Electronic Applications (RGB) Blue R: 15, G: 42, B: 120 Gold R: 154, G: 129, B: 70
TEXT USAGE AND REFERENCES The company name is CTI. Usage examples are: • “CTI began as a division within USF Health.” • “Thank you for doing business with CTI.” • “Mo Kasti, CEO and Founder of CTI, will be speaking at ASHHRA in September.”
Physician Leadership Institute is a service line of CTI. Usage examples are: • “CTI’s Physician Leadership Institute has graduated over 500 physicians.” • “Dr. Jane Smith graduated from our Physician Leadership Institute in 2015.” • “Mo Kasti, CEO and Founder of CTI’s Physician Leadership Institute, will be speaking at ASHHRA in September.” Neither the full Center for Transformation and Information, nor the abbreviated PLI, should be used in text reference going forward.
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DIGITAL BRAND Websites • The new Physician Leadership Institute website will be modified to include the CTI name and logo. • The domain name will be changed to ctileadership.com and all traffic will automatically redirect from physicianleadership.org. • As a transition step, Physician Leadership Institute will appear next to the CTI logo on the home page and other locations.
• When we have finalized one or more additional service lines to offer, Physician Leadership Institute will drop down to become a menu item. • A new “Mo Kasti” menu item has been added to feature Mo’s credentials, book, thought leadership, etc. • MoKasti.com will redirect to the blog page of ctileadership.com (all archived blog articles have been moved to our current blog). 12
DIGITAL BRAND, CONTINUED Social Media Our Facebook page, Facebook/ctileadership, has been revised to include the new logo and Physician Leadership Institute type treatment. Our Twitter/ctileadership site is now our official Twitter account and all articles and posts will be directed to that account.
“Look and feel” have been updated to match our website.
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BUSINESS CARDS & LETTERHEAD Business Cards and Letterhead We will have only one business card for all employees going forward. Logo and basic information will be on the front with services offered on the back. We will also only have one letterhead going forward, which is CTI.
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DOREEN JESSEPH
Executive Director, Marketing & Communication Physician Leadership Institute
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djesseph@ctileadership.com 3802 Spectrum Drive Suite 116A • Tampa, FL 33612 o 813-333-1401 x 1011 c 813-230-2375 ctileadership.com Leadership|Strategy|Innovation
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3801 Spectrum Blvd.
14
Suite 116A
Tampa, FL 33612
813-333-1401
ctileadership.com
NEWSLETTER & EMAIL Newsletter Our company newsletter template has been redesigned to reflect the new branding. Any other newsletters, internal or external, will be updated with the new logo. Our “from” address will be changed from Center for Transformation and Innovation to CTI.
Emails
Company email templates, internal or external, will be update with the new logo. Our “from” address will be changed from Center for Transformation and Innovation to CTI.
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