VHC Brand Standards by lmcacchiotti

Brand Standards V5 5/20/2022

01 | Intro

02 | Bran

03 | Logo

04 | Visu

05 | Part

oduction

nd Overview

o Standards

ual System

tnerships

Int

troduction

Introduction

PURPOSE OF THIS MANUAL: The primary purpose of this manual is to provide guidelines and specifications for the use and presentation o the organizational signature in a variety of situations. It is very important that these standards are adhered to This will create familiarity and maintain consistency and continuity of message.

An organization’s identity is the most important element of its image. Because of its potential for credibility a considered the foundation of all marketing and communications efforts. An effective identity—one that is ea

Above all, an organization’s identity should demonstrate its commitment to quality to its staff and its public. organization’s basic mission and philosophy and reflects its significance. A single, consistent message, theref

Exceptions to the Graphic Standards may be made only under special circumstances, and require the p

FOR MORE INFORMATION: If you have any questions about this manual or the use of the organizational signature, please contact P

of the logo for VHC Health. It includes examples of how and how not to use o when the identity of VHC Health is incorporated into all its communications.

and influence, and the impression it has on its public, this identity should be asily recognized and visually appealing—is quite powerful.

It must make a memorable impression, one that clearly communicates the fore, is key.

permission of the Division of Public Affairs & Marketing.

Public Affairs & Marketing, 703.558.6595.

Bra

and Overview

Brand Overview: VHC Health Virginia Hospital Center is now VHC Health. We’ve grown, along with Arlington and the surrounding neighborhoods, to become the region’s community health system, with locations throughout the Washington, DC metro area. We are embracing the new neighborhoods we serve by bringing communitycentered, top-quality medical care closer to where our patients and families live. While our name has changed, what has not changed is our promise and commitment to always provide personalized, high quality care.

VHC Health Brand Promise TM

It’s not enough for a hospital to care for its patients. It first needs to care about its patients. A sacred promise gladly make with mind, heart and soul.

To provide you with the highest standard of clinical care, using the most advanced treatments and technolog and our accumulated skill. Celebrate your successes with joy, and temper your pain with compassion. Personalize your treatment plan, because your experience isn’t like anyone else’s. Be the team of caregivers you turn to without hesitation, standing with you and your loved ones through all medical challenges, from anxiety and depression to heart disease and cancer treatments. Medical care should be a haven where every patient feels safe, seen, and at home, in body and mind. That’s been our view and it’s guided us as we evolve, including our transformation into VHC Health.

The VHC Health experience is progress and healing through the course of a lifetime. As a newborn in the NIC a GenXer managing high blood pressure, and an 80-something rehabbing their way back.

Our ultimate responsibility is to serve the health care needs of our community to their satisfaction. Every pat every time.

We’ll never stray from that simple guidepost, even as we take on years-in-the-making projects like building o Outpatient Pavilion...partnering with colleagues and visionaries at Mayo Clinic and Children’s National Hospit and continuing to earn top national grades in cardiac, cancer and maternity care, joint replacement and mor Promises like these aren’t meant to be broken. We hold ourselves to them every day. For you. For life.

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ogo Standards

Logo Standards: Our Logo The refreshed VHC Health logo is the visual centerpiece of the brand, and has been designed to ensure accurate reproduction and legibility across all applications. It has two underlying themes: 1) The use of overlapping transparent forms symbolizes the idea of collaboration, and 2) The wide color range evokes diversity and growth, creating an uplifting and approachable look.

Logo Standards: Logo Anatomy The stem of the letter “V” in the VHC logo creates the mark and establishes symmetry. The word “Health” runs through the center of the VHC Health logo to show that community health is at the heart of the brand. “Heal” from “Health” is inside the open counter of the letter “C,” creating a keyhole shape that symbolizes that VHC is the key to healing. Keeping the word “Health” nested inside the letter “C” is the preferred version and should be shown this way in almost all instances. The only times it’s acceptable to show the logo with the word “Health” outside the letter “C” is in large scale building signage and when the logo is sized so small the legibility of the word “Health” suffers. Examples of that would be social media profile images, app button icons and other small-scale media placements.

Logo Standards: Logo Usage To ensure accurate reproduction and legibility across all applications, it’s important to pay attention to the clear space and minimum size guidelines.

CLEAR SPACE

The height of the letter “H” in Health establishes the necessary clear space. To ensure legibility, the logo should never be printed any smaller than 0.5”. In digital applications smaller than 40 pixels high, the word “Health” can be removed fully from the mark; however, this is acceptable only when the full name appears elsewhere in the digital collateral. The small digital “VHC” mark should appear no smaller than 25 pixels high.

0.5” TALL

MINIMUM PRINT SIZE

0.5” TALL

MINIMUM DIGITAL SIZE

25 PX TALL

Logo Standards: Unauthorized Uses The consistent and correct application of the VHC Health logomark is key to the brand’s success. Always follow the standards presented in these guidelines. The examples on this page illustrate some of the unacceptable uses of the VHC Health logomark.

Never

Never pla brand li

Never d

r alter the colors of the logomark.

ace the all white logo on VHC Health’s ime green. It is not ADA compliant.

distort the shape of the logomark.

ever add extra shape overlaps to the logomark.

Never separate or move shape overlaps that make up the VHC Health logomark.

Never add additional elements to the logomark.

Never substitute the font in the logomark.

Never place other words or phrases inside the logomark.

Brand Standard: Full Color Logo Our logo should always contrast the background it’s placed on. There are several versions of the logo to ensure both legibility and optimum reproduction in all printing processes and digital needs. The full color logo on a white background is the preferred version and should be used whenever possible.

PMS: 648 C HEX: 002e56

PMS: 7693 C HEX: 00507c

PMS: 3005 C HEX: 0074b5

C: 100 M: 85 Y: 39 K: 34

C: 99 M: 71 Y: 29 K: 11

C: 88 M: 50 Y: 4 K: 0

R: 0 G: 46 B: 86

R: 0 G: 80 B: 124

R: 0 G: 116 B: 181

PMS: 7710 C HEX: 00a8ad

PMS: 356 C HEX: 00741d

PMS: 802 C HEX: 66db3b

C: 78 M: 11 Y: 35 K: 0

C: 89 M: 29 Y: 100 K: 19

C: 58 M: 0 Y: 100 K: 0

R: 0 G: 168 B: 173

R: 0 G: 116 B: 29

R: 102 G: 219 B: 59

Brand Standard: Secondary Logos

FULL COLOR SIMPLIFIED LOGO

When there is a limited number of colors available or when using a personal printer, choose one of the secondary logos. The full-color simplified logo uses the three primary colors and transparency to create a similar look and feel to the full color version. This version should be used when using a personal printer and when a limited color palette is required. This logo isn’t for digital use since it does not meet ADA compliance standards. The transparent green logo uses the hero color of green and transparency. This version can only be used when placed on a navy background. Use this logo when the number of colors available is less than three. The black and white versions should only be used when the logo is required to be shown in a single color. The all white logo can also be used when the full color logo is not legibile when placed on top of an image.

REVERSED LOGO

FOUR COLOR LOGO

THREE COLOR LOGO

TWO COLOR LOGO

TRANSPARENT GREEN LOGO

TWO COLOR LOGO

SOLID BLACK LOGO

TRANSPARENT BLACK LOGO

Logo Standards: Our Tagline The tagline is a distillation of VHC Health’s brand promise to our ourselves and our patients. For you. We are patient-centric, and we never forget our focus. Through personalized medicine, we design our treatment plans around the patient as an individual, treating them with compassion and respect. For life. We put tremendous value on providing a continuum of excellent care over our patients’ lifetime. They can rely on us now and down the road. Even more, we will do everything we can to help them embrace life more through preventative care, advanced medicine and wellness. Together, it’s a powerful

Montserrat NAVY PMS: 648 C HEX: 002e56

Logo Standards: Logo+Tag Lockup To ensure accurate reproduction and legibility across all applications, it’s important to pay attention to the clear space and minimum size guidelines.

CLEAR SPACE

The height of the letter “H” in Health establishes the necessary clear space. To ensure legibility, the logo and tag lockup should never be printed any smaller than 0.75”. In digital applications the logo and tag lockup should appear no smaller than 38 pixels high. When locking the tag up with the VHC logo the word “Health” can never be removed from the mark.

0.75” TALL

MINIMUM PRINT SIZE

0.75” TALL

MINIMUM DIGITAL SIZE

38 PX TALL

Never

Never plac lo lime

Never dis

Ne to th

r alter the colors of the logomark and tagline lockup.

Never separate or move shape overlaps that make up the VHC Health logomark and tagline lockup.

ce the all white logomark and tagline ockup on VHC Health’s brand e green. It is not ADA compliant.

Never add additional elements to the logomark and tagline lockup.

stort the shape of the logomark and tagline lockup.

Never substitute the font in the logomark and tagline lockup.

ever add extra shape overlaps he logomark and tagline lockup.

Never place other words or phrases inside the logomark and tagline lockup.

Logo Standards: Logo Architecture MAJOR ENTITIES - PHYSICIANS

MAJOR ENTITIES

NAMED ENTITIES

the two brand elements. They are equal distance from the line, keeping our signature logo’s clear space requirement at all times. For specific rules of use of the CNHS logo and terminology, please 703.558.6595.

INTERNAL SERVICE LINES

DIVISIONS

PARTNERSHIPS PARTNERSHIPS: MAYO CLINIC CARE NETWORK

.11

Virginia Hospital Center is a proud member of the Mayo Clinic Care Network (MCCN). As a member, we have access to Mayo Clinic’s knowledge and expertise so that we can work together to get patients the right answers and treatment with the best chance of healing.

the network enhances the strength and equity of our brand. The Mayo Clinic Care Network logo has their own brand standards that must be adhered to. The MCCN logo can only be reproduced in black or white. The preferred version is the MCCN logo under our signature logo. An alternate is the MCCN logo on one side of the page with our signature logo on the other. A horizontal option (below) is also acceptable when necessary. Clear space rules for both logos should be observed.

COMBO OF SPECIALITIES + DEPARTMENTS OF HOSPITAL

With the signature logo, the MCCN logo is centered.

For specific rules of use of the MCCN logo and terminology, please 703.558.6595.

With the horizontal logo, the MCCN logo is flush right.

Logo Standards: Logo Architecture Always follow the guidelines provided when creating new logo lockups within the VHC Health brand architecture.

MAJ

All additional designations to the VHC Health logomark should right align with the “H” in the word “HEALTH.” For Major Entity locations the logo will utilize a navy rule to separate the Entity designation from the service lines provided at that location. For Internal Service Lines the logo will untilize a navy rule to separate the VHC Health logomark from the hospital service designation.

MAJ

JOR ENTITY LOGO

JOR ENTITY LOGO WITH SERVICE LINES

NAVY PMS: 648 C HEX: 002e56

Vis

sual System

Visual System: Primary Color Palette Color plays an important role in our visual identity. Our primary color palette references diversity and growth. Our hero color of green helps differentiate VHC Health from other health care systems in the market. It should be used in tandem with the other colors in the primary palette to create balance. The use of green should not visually overwhelm the viewer, but rather it’s the pop of color that brings life to any branded designs.

NAVY PMS: 648 C HEX: 002e56

CMYK: 100 | 85 | 39 | 34 RGB: 0 | 46 | 86

LIME PMS: 802 C HEX: 66db3b

CMYK: 58 | 0 | 100 | 0 RGB: 102 | 219 | 59

BLUE PMS: 3005 C HEX: 0074b5

CMYK: 88 | 50 | 4 | 0 RGB: 0 | 116 | 181

WHITE PMS: White HEX: ffffff

CMYK: 0 | 0 | 0 | 0 RGB: 255 | 255 | 255

Visual System: Secondary Palette While the primary color palette should be utilized as much as possible, secondary colors can be used to add flexibility. However, this secondary palette should be used only in conjunction with the primary palette and should never be used on its own.

TEAL PMS: 7710 C HEX: 00a8ad

CMYK: 78 | 11 | 35 | 0 RGB: 0 | 168 | 173

GREEN PMS: 356 C HEX: 00741d

CMYK: 89 | 29 | 100 | 19 RGB: 0 | 116 | 29

GREY PMS: Cool Gray 10 C HEX: 666666

CMYK: 60 | 51 | 51 | 20 RGB: 102 | 103 | 102

BLACK PMS: Black 6 C HEX: 000000

CMYK: 0 | 0 | 0 | 100 RGB: 0 | 0 | 0

Visual System: Typography Century Gothic is VHC Health’s logo font. The word “Health” in our logo mark is set in this typeface, as well as all other additional designations within VHC Health’s logo architecture. It should only be used within our logo system and should never be used for headlines or large blocks of copy. This typeface is a geometric sans serif typeface that has letterforms that are closely based on circles and squares. The geometry and low contrasting strokes lend to a sophisticated and professional look that has elevated the look and feel of our logo. Montserrat is VHC Health’s brand font and should be used in all instances outside of logo creation. We use four weights including: Light, Regular, Semi-Bold and Bold. This typeface is a sans serif font that has letterforms featuring open counterforms and low contrast strokes. These qualities lend to great legibility and makes it overall inviting to read. These little touches of warmth and personality make it a perfect fit for the VHC Health brand.

Century

A a

Montser LIGHT

REGULAR

DOWNLOAD FREE HERE > Montserrat

SEMI-BOLD

BOLD

A a

y Gothic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

rrat

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 23

Visual System: Email Signature VHC Health branding extends to all communication from the hospital with a standard email signature template (a reduced in size example is on the right). As shown in the full-size example below, the Signature Logo continues to have the required clear space with the appropriate social media icons centered below it in VHC Health Navy. To the right, is your information, ordered as listed, set in Calibri, point size 11 and Black. Only one additional, approved, icons/logo can be shown horizontally below the social media icons. The additional icon/logo (aside from the social media icons) are never below the logo and must never be more visually prominent than the Signature Logo itself. The signature stands alone with no other additional logos, quotes, or images in the signature block.

First Name, La Job Title, Depa youremail@vh

VHC HealthTM 1701 N. Georg Arlington, VA 2 Office: 703.55

ast Name artment hchealth.org

| For You. For Life. ge Mason Drive 22205-3698 58.XXXX

HORIZONTAL LAYERED BAR

Visual System: Graphic Elements RIBBON: This graphic element evokes a caring embrace using elements that come directly from our new logo. It enfolds people with both warmth and medical skill. A system of connection that you can see — and feel. There are two forms of this ribbon graphic element: the horizontal layered bar and the fluid vertical graphic we lovingly nicknamed the “logo hug.” The horizontal layered bar should be used to add background texture in small instances. It should never appear on a large scale to visually overwhelm the viewer. If using in a digital format make sure to only place white copy on top of the navy portion of the graphic to ensure the text passes ADA compliance standards. The bar is created using 3 colors from our primary color palette. The order of those colors may vary but should never be replaced with colors outside our designated color palettes. The fluid vertical graphic element should be shown interacting with the environment it’s placed on. If placed on a photograph, make sure the graphic is embracing the subject matter. The graphic should be set to Multiply to showcase the transparency of the graphic and to ensure the vivid colors in the gradients don’t get washed out. The graphic is created using gradients of colors found within VHC Health’s designated color palettes. The gradients used can vary but must stay within the color palettes in VHC Health’s graphic system.

FLUID VERTICAL GRAPHIC

Visual System: Ribbon Usage When using the fluid vertical graphic element make sure you pay attention to how it interacts with its environment and how it’s embracing the subject matter within that image.

The graphic should both enter and exit out of frame. It should wrap around the subject in a natural way. The bends of the ribbon should create a 90 degree vertical edge. The placement of the ribbon is important. If the subject overlaps the graphic it should be done in a way that is realistic. The subject’s arm can wrap around it or their hair can fall over top of it. However it interacts with the subject it should appear as a friendly embrace.

Think of the graphic not as a ray of light, but as a solid, tangible material. It should wrap in front of and/or behind the person, and should never look like it’s cutting through their limbs or passing through their body.

Visual System: Photography The images used in VHC Health’s creative represent the diverse communities we serve in both age and culture. Make sure images are well lit and bright in color. Images should have an authentic look and feel to them. They should not appear to be overly stock-like. Avoid selecting images that don’t have a clear connection to the content.

Visual System: Photography When choosing images, look for characters who have distinct, memorable looks and genuine expressions. Avoid models who appear overly retouched, or look like they’re forcing an expression for the camera. For shots with more than one person, find options where the subjects are interacting with each other instead of consciously posing.

Visual System: Logo Application APPAREL: When creating branded apparel, you may run into color limitations. In those cases, please utilize the secondary logos available within the visual system. Screen printed garments can utilize halftones to create the transparent overlapping planes that create the VHC mark. Embroidered designs often are priced based on the amount of stitches needed to create the design. The number of colors rarely affects the price. That being said, the simplified full-color logo should be used when design is placed on a light colored garment. The gradients in the full color logo will overcomplicate a smaller embroidered logo. When the logo mark is placed on a darker garment, the two-color logo or black/white logo should be used.

2 color logo using halftones

3 color simplified logo using halftones

3 color simplified logo

Visual System: Logo Application PROMOTIONAL ITEMS / PROMOTION: When creating branded Promotional Items for giveaways, you may run into color limitations. In those cases, please utilize the secondary logos available within the visual system. In some instances the imprint area on branded items will be so small you will need to move the word “Health” out of the inside counter of the letter “C” in order to achieve the best legibility of the logomark. When it is required to move the word “Health” it should be sized to be one third of the size of the “VHC”. The shape of the imprint will dictate whether it is best to use the horizontal logomark or the stacked version. Please see provided examples on how to best do this.

Visual System: Logo Application PRINTED COLLATERAL: When printing branded collateral, it’s important to maintain visual consistency. Using the full-color logo is always preferred, but when printing on a personal printer and when ink management is an issue, use either the simplified three-color or the transparent black logo.

SOLID LIME | WHITE LOGO - S

Visual System: Signage Logos Sometimes quick readability is necessary, especially for outdoor signage. For that reason, two additional solid filled logo options are available for signage use only. In a few signage applications it is acceptable to move the word “Health” to outside of the inside counter of the letter “C.” In those instances, please use the provided options.

SOLID LIME | WHITE LOGO - SI

SOLID LIME | NAVY LOGO - SIG

SIGNAGE USE ONLY

SOLID WHITE | LIME LOGO - SIGNAGE USE ONLY

TRANSPARENT LIME | WHITE LOGO

IGNAGE USE ONLY

GNAGE USE ONLY

Visual System: Logo Application SIGNAGE: When placing the VHC Health logo on signage, it’s important to maintain visual consistency. For street signage, the solid green “VHC” with white “Health” placed on a navy background is the preferred mark. This high contrast mark ensures a quick visual read for drivers as they pass by. On signage placement that is above two stories, always use one of our solid filled logos to ensure better legibility. This is also one of the few times it is acceptable to move the word “Health” outside of the letter “C.” It is preferred to use the solid lime “VHC” and white “Health” logo, but in the case where the white “Health” legibility suffers due to the building color please utilize the solid lime “VHC and navy “Health” logo. On storefront signage, it is preferred to use the solid green “VHC” with white “Health.” If the sign can also be viewed from the street, it is also acceptable to use one of the logos where the word “Health” is placed outside of the letter “C” to increase drive-by legibility. Any signage that the viewer will be physically walking past, the transparent color logo is the preferred mark.

artnerships

Virginia Hospital Center is a proud Partnerships: member of the Mayo Clinic Care Network (MCCN). As a member, we Mayo Clinic Care Network have access to Mayo Clinic’s knowledge VHC Health is a proud member of the Mayo Clinic Care Network and expertise so that we can work (MCCN). As a member, we have access to Mayo Clinic’s knowledge together totoget patients the right and expertise so that we can work together get patients the right answers and treatment with the best chance of healing. answers and treatment with the best VHC Health’s affiliation with the network the strength chance ofenhances healing. and equity of our brand. The Mayo Clinic Care Network logo has their own brand standards that must be adhered to. The MCCN logo can only be reproduced in black or white. The preferred version is the MCCN logo under our signature logo. An alternate is the MCCN logo on one side of the page with our signature logo on the other. Clear space rules for both logos should be observed.

PARTN

Virginia Hospital Center’s affiliation with the network enhances the strength and equity of our brand. The Mayo Clinic Care Network logo has their own brand For specific rules of use of the MCCN logo and terminology, please contact Public Affairs & Marketing,that 703.558.6595 standards must be adhered to. The MCCN Virginia logo canHospital only beCenter reproduced in is a proud black or white. The preferred version member of the Mayo Clinic Care is the MCCN logo under our Network (MCCN). As asignature member, we logo. An alternate MCCN logoknowledge on have access is tothe Mayo Clinic’s one side ofexpertise the pageso with our and that wesignature can work logo on the other. horizontal option together to A get patients the right (below) is also acceptable when answers and treatment with the best necessary. Clear rules for both chance of space healing. logos should be observed. Virginia Hospital Center’s affiliation with For specific rules ofenhances use of the the network the strength and MCCN equity logo and terminology, please of our brand. The Mayo Clinic contact Public Affairslogo & Marketing, Care Network has their own brand 703.558.6595. standards that must be adhered to. The MCCN logo can only be reproduced in

WITH THE SIGNATURE LOGO, THE MCCN LOGO IS CENTERED.

NERSHIPS: MAYO CLINIC CARE NETWORK

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With the signature logo, the MCCN logo is centered.

WITH THE HORIZONTAL LOGO, THE MCCN LOGO IS FLUSH RIGHT.

Partnerships: Children’s National Health System VHC Health has partnered with Children’s National Health System (CNHS). CNHS’s neonatologists staff our Level III NICU every day, giving the best possible care for our littlest patients. The VHC Health logomark is always located to the right of the CNHS logomark, with a line separating the two brand elements. They are equal distance from the line, keeping our signature logo’s clear space requirement at all times. For specific rules of use of the CNHS logo and terminology, please contact Public Affairs & Marketing, 703.558.6595

the two brand equal distance keeping our sig space requirem

For specific ru CNHS logo and contact Public 703.558.6595.

elements. They are e from the line, gnature logo’s clear ment at all times.

ules of use of the d terminology, please c Affairs & Marketing,

NAVY PMS: 648 C HEX: 002e56

Have further questions reguarding VHC Health’s brand standards? Please contact: Public Affairs & Marketing, 703.558.6595.

VHC Brand Standards

Articles inside

Brand Overview