B R A
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CONTENTS
Understanding our identity
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Logo 5 Colour 8 Typography 10 Icons 11 Administrative materials
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Images and tone
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Signage exterior
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Signage interior
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Exhibition 21 Website 22 Presentations 23 Vehicles 24 Uniforms 25 Co-branding
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UNDERSTANDING OUR IDENTITY
Introduction To build our Reliance brand it’s important that all our communications make the right impression with our audiences. Over time this will help us position ourselves clearly in the minds of our patients, those we work with and the greater community by representing who we are, supporting what we do and influencing how we do it. Reliance GP Super Clinic does not sell a product, it is in its very essence a service, and the experience of that service (both real and perceived) is paramount to the brand experience. At every touchpoint with our audience we have the unique opportunity to build our reputation. This Branding Style Guide outlines the visual framework for Reliance GP Super Clinic marketing and communications material. These guidelines will aid in the understanding of what makes our brand identity unique; outlining our distinctive brand assets and providing the guiding principles in how to apply these brand assets.
Understanding our identity The Reliance GP Super Clinic identity embodies the overarching Reliance Health personality. It involves the look and feel of the brand and when used effectively helps build a strong identity so that all communications leave the right impression with the target audience. Over time a positive brand identity also builds a consistent message within the minds of the staff, the health professionals and suppliers Reliance Health works with, and the greater community. The Reliance suite of brands are easily identifiable with the characteristic circular icon and the ‘reliance’ typographic wordmark. The visual identity is contemporary and reflects qualities of connection and inclusion as the orange ‘dot’ and ‘arc’ represent the image of a person with arms wide open, reaching out to the different segments of the community. The colours are both strong and uplifting. The contrast between the energetic orange and soothing tones of grey, creates great visual interest and offer flexibility in sub-branding and further icon development for allied health services. The Reliance corporate identity is a trusted, confident, community based, yet modern brand; clear in its role of being a quality comprehensive health provider; one whom patients choose for trusted advice and treatment over their lifetime.
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UNDERSTANDING OUR IDENTITY
Our brand Underpinning the look and feel of Reliance’s brand is our unique point of difference. This is our corporate personality, which is best summed up by the words: Reliable, professional and accessible As an organisation Reliance recognises better communication with a General Practitioner is key to quality care. This open discussion represents care and trust – words that are embodied in the concept of reliability, and our brand name ‘Reliance’. Our target markets encompass people seeking medical advice and services in the Gosford Local Government Area. Our difference shows in our professional, patient-focused approach, in which people can come to the GP Super Clinic and access a full range on health care services easily. Reliance GP Super Clinic will help improve coordination and integration of primary health care in the local communities, address service gaps and make it easier for patients to navigate their local health care system.
RELIANCE GP SUPER CLINIC BRAND POSITION A new, modern, integrated multi-disciplinary primary health care clinic with patient centred care on the NSW Central Coast. We put our patients first by providing a friendly, efficient and caring service and by offering a range of experienced allied-health practitioners under one roof. This way, patients are able to meet their health needs easily and in familiar, local surroundings. We are community minded and look to the future. We do this through investing in practitioner development and training. We contribute to research in health and wellbeing. We provide patient transport for the frail aged in the community. We are a vibrant and professional organisation that is proud of our level of integrated health services to the local community.
Brand positioning statement CONNECTED PROFESSIONAL HEALTHCARE
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LOGO
Corporate logo The Reliance brand identity (logo) consists of a brandmark and a wordmark in a set relationship: the brandmark being the circle and dot icon and the wordmark being the ‘Reliance GP Super Clinic’ lettering. Together, they form our brand identity. The brandmark may not appear without the wordmark. The icon is designed to work on a variety of levels. The repetition of a circle first and foremost reflects reliability and trust. It alludes to the gradual building and strengthening of a relationship. On closer
HORIZONTAL LOGO
STACKED LOGO inspection, the orange ‘r’ also becomes evident, as well as the abstract birds-eye image of a person with arms wide open, reaching out to the different segments of the community. In addition to its many layers of meaning, it is the simplicity of the form itself that ensures this identity stands out and is easily remembered. The typography is simple and contemporary. The lower case ‘reliance’ adds a friendly, approachable element to the identity.
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LOGO
Logo alternates
BLACK REVERSE
GREYSCALE
ORANGE REVERSE
GREYSCALE REVERSE
GREY REVERSE
MONO
The logo should be produced in full colour whenever possible however a mono logo can be used where printing is restricted to a single colour, for example a black and white advertisement in press classifieds, or a fax header. A white reverse logo can be used on solid coloured backgrounds and images. Where a logo appears reversed, there must be sufficient colour contrast to make the logo and positioning statement clearly legible. In situations where the logo is reversed out of a photo, it must be placed in a dark area with adequate contrast. Avoid placing the reversed logo on a heavily patterned background.
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LOGO
Clear space There should always be a clear space around the logo so that the brand is visually prominent. Do not allow any elements such as type, graphic devices or other logos to come within the isolation zone. The clear space around the perimeter of the logo is determined by the width and height of the letter ‘e’ from the logo typeface. Clearance to the left and right of the logo should be at least 100% of the ‘e’ width. The minimum lower clearance is equivalent to the ‘e’ height. In the case of the upper clearance from the logo, this must be at least 50% of the ‘e’ height.
Minimum size To ensure legibility, the minimum size of the width of ‘reliance’ should not be smaller than 25mm.
50%
100%
100%
100%
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COLOUR
Primary colour palette One of the key recognition factors for our brand is the colour palette. If colours are incorporated outside of this palette the brand is watered down and weakens the visual identifier of Reliance. Our signature colours are orange, grey and black. The colours of the logo are bold and contemporary and incorporate vibrancy though the orange which is complemented with the soothing tones of grey. To ensure consistency, the logos must only appear in the colours specified in these guidelines.
Colour matching When matching Reliance colours for print, manufacturing and signage, samples must be obtained first for colour control, as colours reproduce differently and are dependent on materials and surfaces.
Reliance Orange C
0
M
70
Y
100
K
0
ORANGE 021
PANTONE
Reliance Grey C
15
M
0
PANTONE
Y
0
K
60
431C
Black C
0
M
0
PANTONE
Y
0
K
100
BLACK
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COLOUR
Secondary colour palette
Harmonious colours
Here are a selection of suggested colours that are compatible with the Reliance Health brand colours.
C
24
M
78
Y
100
K
15
C
0
C
47
M
70
Y
100
K
0
5
Y
100
K
0
C
0
C
15
M
53
Y
100
0
Y
15
K
0
Secondary colour
C
100
M
48
Y
10
K
0
K
20
Tertiary colours
C
100
M
60
Y
16
M
Harmonious colours
C
5
M
0
Y
0
K
45
C
10
M
0
Y
0
K
65
M
K
42
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TYPOGRAPHY
When used consistently typefaces do more than just communicate words, they become images or symbols for the Reliance brand. Typography is an important part of the overall identity and presents a distinctive and coherent image across all Reliance communications.
AVENIR FAMILY Avenir 35 Light Avenir 55 Roman Avenir 65 Medium Avenir 85 Heavy Avenir 95 Black
Our two typefaces are Avenir and Helvetica.
Primary font Avenir is the main display font family and is a very clear and functional typeface. This sans serif typeface is not purely geometric but has nuances that aid in legibility and give Avenir a harmonious and sensible appearance for both body copy and headlines. We use the following variations: Avenir 35 Light, Avenir 55 Roman, Avenir 65 Medium, Avenir 85 Heavy, Avenir 95 Black.
Secondary font Helvetica is the secondary font and is an all-purpose type design that can deliver practically any message clearly and efficiently. We use the following variations:Â Helvetica Roman, Helvetica Bold.
HELVETICA FAMILY Helvetica Roman Helvetica Bold
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ICONS
Service icons The Reliance GP Super Clinic has an individual identity and a unique icon designed for each health service provided in the clinic. The white image is reversed out of the Reliance Grey (Pantone 431) circle. The logo must only be used on a white background. In circumstances where there is not sufficient colour contrast to make the logo clearly legible, 100% black may be substituted for the grey, for example in fax headers. The icons must always be used with the parent Reliance GP Super Clinic logo to ensure the strength and familiarity of Reliance is incorporated with health service messaging. The only exception is use of the service icon on internal door signage.
ACUPUNCTURE
CHIROPRACTIC
DIETICIAN
EXERCISE PHYSIOLOGY
GP
OCCUPATIONAL THERAPY
PHARMACY
PHYSIOTHERAPY
PODIATRY
PSYCHOLOGY
REMEDIAL MASSAGE
SPEECH
XRAY
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ADMINISTRATIVE MATERIALS
Business cards The business card is printed on two sides with the Reliance GP Super Clinic logo and on one side and the personnel details displayed on the other side in a mix of reverse and black type. A stylised element of the logo appears in the top left corner and orange covers the reverse side of the card. The colour is the corporate orange specified in the primary colour palette section. The element is reversed in white in the upper left corner on the back of the business card which visually connects to the circular Reliance motif reinforcing the branding elements.
BUSINESS CARD FRONT
Dr Rodney Beckwith DIRECTOR Provider Number 229465DX
P 02 4339 2377 F 02 4339 2152 E rodney@reliancemed.com.au W www.reliancehealth.com.au PO Box xxxx 69 Central Coast Highway West Gosford NSW 2250
BUSINESS CARD BACK
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ADMINISTRATIVE MATERIALS
Letterheads There are two areas on the letterhead where standard information must appear. The top band: this area is exclusively for placing of the logo. The Reliance GP Super Clinic logo is placed in this top band on the left hand side and is the only logo to appear. The isolation area around the graphic must not be encroached upon. The bottom band: this area is used for address information and placement of allied services icons which are present at the Super Clinic. An added dimension appears on the lower edge with stylised elements of the logo’s design. The colour is the Reliance Orange and a graduation of the Reliance Grey specified in the primary colour palette section. Letterhead stock is 100gsm Laser Digital. For more detailed information on allied services cobranding see page 30.
A 69 Central Coast Highway, PO Box xxxx, West Gosford NSW 2250 P 02 4339 2377 F 02 4339 2152 E info@reliancemed.com.au W www.reliancehealth.com.au ABN 00 000 000 Reliance GP Super Clinic gratefully acknowledge the financial and other support from the Australian Government Department of Health and Ageing
ACUPUNCTURE
CHIROPRACTIC
DIETICIAN
LETTERHEAD
EXERCISE PHYSIOLOGY
GP
OCCUPATIONAL THERAPY
PHARMACY
PHYSIOTHERAPY
PODIATRY
PSYCHOLOGY
REMEDIAL MASSAGE
SPEECH
XRAY
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ADMINISTRATIVE MATERIALS
Compliments slips The compliments slip is printed on two sides and the same general guides of the Letterhead apply, however the dimensions of the top and bottom bands are 30% smaller. There are two areas on the compliments slip where standard information must appear.
With compliments A 69 Central Coast Highway, PO Box xxxx, West Gosford NSW 2250 P 02 4339 2377 F 02 4339 2152 E info@reliancemed.com.au W www.reliancehealth.com.au Reliance GP Super Clinic gratefully acknowledge the financial and other support from the Australian Government Department of Health and Ageing
The top band: this area is exclusively for the placing of the logo. The Reliance GP Super Clinic logo is placed in this top band on the left hand side and is the only logo to appear. The isolation area around the graphic must not be encroached upon. The bottom band: this area is used for address information. An added dimension appears on the lower edge with stylised elements of the logo’s design. The colour is the Reliance Orange and a graduation of the Reliance Grey specified in the primary colour palette section. To allow adequate room for written messages in the centre band of white space, the health services icons appear on the reverse side. The other side of the compliments slip is the Reliance Grey and with the health services icons reversed. Stock used for compliments slips is to be the same as that for the Letterhead, 100gsm Laser Digital. This is not only to ensure consistency of paper colour, but also logo colour.
WITH COMPLIMENTS FRONT
ACUPUNCTURE
CHIROPRACTIC
DIETICIAN
EXERCISE PHYSIOLOGY
GP
OCCUPATIONAL THERAPY
WITH COMPLIMENTS BACK
PHARMACY
PHYSIOTHERAPY
PODIATRY
PSYCHOLOGY
REMEDIAL MASSAGE
SPEECH
XRAY
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ADMINISTRATIVE MATERIALS
Envelopes Reliance envelopes are printed on one side in with the logo and address block in the top right hand corner. Standard size DL envelopes and C4 are shown here. In the instance where more bulky contents are to be folded and inserted, it is recommended a DL-X size envelope be used. All envelopes are to be secretive stock.
PO Box xxxx West Gosford NSW 2250
DL ENVELOPE
PO Box xxxx West Gosford NSW 2250
C4 ENVELOPE
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ADMINISTRATIVE MATERIALS
Fax sheet A number of stationery items and forms are suitable for 1-colour printouts from office printers. These use the mono version of the Reliance logo and the relevant contact information must appear in the footer of the item.
FAC SI M IL E ATTENTION ________________________________________________________________________________________ FAX
__________________________________________________________________________________________
FROM
__________________________________________________________________________________________
RE
____________________________________________________________________________________________
DATE
________________________________________________________ NO OF PAGES FOLLOWING ________
URGENT
REPLY ASAP
PLEASE COMMENT
PLEASE REVIEW
FOR YOUR INFORMATION
MESSAGE
A 69 Central Coast Highway, PO Box XXXX, West Gosford NSW 2250 P 02 4339 2377 F 02 4339 2152 E info@reliancemed.com.au
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ADMINISTRATIVE MATERIALS
Email signature The Reliance GP Super Clinic email signature must be used in the specified format. Our email signature follows the style of all Reliance branding to ensure consistency of our identity standards. The signature must be used on its own with no additional philosophical statements or quotations. The text is editable to update contact details as they change. The font and size must not be altered.
Rodney Beckwith Director
P 02 4339 2377 M 0000 000 000
69 Central Coast Highway, West Gosford NSW 2250 www.reliancehealth.com.au
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IMAGES AND TONE
Visual interpretation and tone Images are to be professional, comprehensive, clean, compassionate and convenient. Where possible, people should appear in the majority of images, with positive facial expressions and interacting with Reliance GP Super Clinic staff. A range of age groups should be represented. Getting the right tone of copy for Reliance GP Super Clinic means staying consistent with the brand values in all forms of written communication. Copy must reflect the Reliance brand which has a friendly, positive and capable personality. The tone of messaging is to be warm, open, honest, professional and competent. Considering the target audience is the local community with a wide range of ages, literacy levels and social profiles, the messages conveyed should be clear and to the point. Complex or long sentences should not be used. As health service supplier businesses are also part of our target audience, it is important to strike the right balance between professional and approachable, authoritative and down-to-earth, understanding of individual circumstances whist remaining positive.
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SIGNAGE EXTERIOR
Signage must communicate the right information at the right place. It is about identifying where our business is located as easily and efficiently as possible with the aid of clear, accurate, high quality information.
Entrance signage External signage appears at the entry points to the business, the most common being the front door. The Reliance GP Super Clinic is the ‘hero’ brand and the only one to appear on building entry. Although allied health providers will be co-located, the building gains its identity from ‘Reliance’ and communicates the underlying strength of the corporate brand.
Building identification The front sign to be produced in metal and backlit, and the southern elevation is a light box sign
ENTRY SIGNAGE
BUILDING SIGNAGE
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SIGNAGE INTERIOR
Internal directional signage
SUITE DOOR SIGNAGE
All signage which appears inside the business premises may appear without the Reliance GP Super Clinic icon, however the format must reflect the Reliance typography and accompanying allied services icons. For building directory listings, the Reliance GP Super Clinic logo must appear at the head of listing in the stacked layout and full colour. Where full colour cannot be reproduced on surfaces such as aluminum, a black flat colour version of the logo is most suitable. For internal signage and directional signage it is recommended to use the Reliance brand only with the specially designed suite of stylised icons. Directional signage must be simple and easy to follow with a good amount of white space.
SUITE DIRECTIONAL SIGN
GENERAL PRACTITIONERS
ALPHA ACUPUNCTURE
SUITE 1-8
SUITE 9
BETA CHIROPRACTIC
SUITE 10
GAMMA DIETICIAN
SUITE 11
DELTA EXERCISE PHYSIOLOGY
SUITE 12
EPSILON OCCUPATIONAL THERAPY SUITE 13
PLATINUM PHYSIOTHERAPY SUITE 3
ZETA PHARMACY
SUITE 14
ETA PHYSIOTHERAPY
SUITE 15
THETA PODIATRY
SUITE 16
IOTA PSYCHOLOGY
SUITE 17
KAPPA REMEDIAL MASSAGE
SUITE 18
LAMBDA SPEECH
SUITE 19
MU XRAY
SUITE 20
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EXHIBITION
Popup banners Portable large format displays not only reinforce our branding but also help to define an area of space at venues such as conferences, corporate meetings, trade shows, retail displays and shopping centres. The pop up banners can be positioned individually or tiled for extra impact. The corporate logo must appear in the top band: this area is exclusively for the placing of the Reliance GP Super Clinic logo. Proportionally this must not be less than one quarter of the banner to maintain maximum legibility. The brand colours are represented in the upper section of the banner in a gradated form reflecting the circular design motif of the logo.
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PRESENTATIONS
Powerpoint template Here is an example of a Powerpoint templat with the logo placed bottom left. An added dimension appears on the lower edge with stylised elements of the logo’s design. The colour is the Reliance Orange and a graduation of the Reliance Grey as specified in the primary colour palette section. The Reliance Orange is also represented in the upper section in a gradated form reflecting the circular design motif of the logo.
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VEHICLES
Sedan Examples of car signage.
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UNIFORMS
Shirts Reliance uniforms are collared cotton long sleeve shirts and the material must be in light grey only. The logo placement is on the upper left hand side, in line with the armhole and side seam. The full colour version of the logo must be reproduced accurately with embroidery thread and the guidelines for colour must be used as outlined on page 8. The minimum size requirements also apply as the embroidered brand positioning statement and subbrands must remain legible.
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UNIFORMS
Polo shirts Reliance uniforms can also be collared polo shirts with 2 base colours grey and white. The logo placement is on the upper left hand side, in line with the armhole and side seam. The full colour version of the logo must be reproduced accurately with embroidery thread and the guidelines for colour must be used as outlined on page 8. The minimum size requirements also apply as the embroidered brand positioning statement and subbrands must remain legible.
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UNIFORMS
Name badges Examples of name badges. The Reliance Orange provides a strong background colour against staff names.
SHORT NAME SHORT TITLE
LONG NAME LONG NAME LONG TITLE LONG TITLE LONG TITLE LONG TITLE
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CO-BRANDING
Letterheads Examples of co-branded letterheads.
Reliance GP Super Clinic Building 69 Central Coast Highway, PO Box xxxx, West Gosford NSW 2250 P (02) 4324 5668 F (02) 4339 2152 E enquiries@platinumphysiotherapy.com.au
Reliance GP Super Clinic Building 69 Central Coast Highway, PO Box xxxx, West Gosford NSW 2250 P (02) 4324 5668 F (02) 4339 2152 E enquiries@intouch.com.au
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CO-BRANDING
Signage Example of a co-branded banner.
PLATINUM PHYSIOTHERAPY SHOP 3 / SECOND FLOOR LEFT OF THE ELEVATORS
CO-BRANDED BANNER