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H E A LT H C A R E SYS T E M Graphics Standards Manual
Renova Healthcare System is a hospital based in the thriving city of Chicago. We have provided our patients with the best care possible over the past twenty years, and as our city continues to grow so have we. Our compassionate staff and world-class technology create a nurturing environment for our patients to heal and help our city flourish. This book describes the proper applications of the Renova branding guidelines. Included are directions on how to use the colors, typefaces, logos, and how they are used in different applications. For more information or to obtain artwork, please contact Renova Communications Department.
23 North Wacker Dr. Suite 2000 Chicago, IL 60606 Telephone: 888.073.6682 Fax: 888.257.0143 Email: renovabrand@renova.com Website: renova.com/brandstandards
TABLE OF CONTENTS Basic Elements 3 Logotype 9 The Symbol 11 Safety Areas 13 Reverse Application 17 Color 21 Incorrect Uses 23 Typography Primary Type Secondary Type
25 27 29
Stationery Business Cards Letterhead Envelope
31 33 35 37
Applications Uniforms Identification Badge Exterior Signage Interior Signage Transport Website Mobile App
39 41 43 45 47 49 51 53
Digital Resources
55
BASIC ELEMENTS
LOGOTYPE The logotype allows people to easily identify our company by providing them with our name, symbol, and company identifier stating that we are a healthcare system. This is especially helpful when someone has never heard of Renova before and may not know that it is a hospital. The bold Gotham type helps to create a strong and reliable appearance, as well as helping with visibility from farther distances.
H E A LT H C A R E SYS T E M
Logotype • 9
THE SYMBOL When using the Renova branding system,
it can be useful to have a pictorial mark or symbol. The swoosh like “O” in Renova can stand alone and is referred to as the symbol. The symbol represents life and rejuvination; two things that embody Renova’s core principles. The symbol is typically used as a decorative piece to subtly reference the brand. For example, this can be seen on items such as the stationery system, identification badge clip, or patient folders. In most circumstances, the symbol is used on the dark purple background. However, it may also be used on a white background when necessary.
Symbol • 11
SAFETY AREA: When the logotype is being used, a safety area ensures maximum impact and visibility. When LOGOTYPE
the safety area is ignored, the logotype loses it’s full effect. This area is used as a buffer between the logotype and any sort of text, imagery, or other graphic elements to make sure it holds a strong presence and is clearly legible. The safety area is determined by the distance from the cap height of the letters that spell out Renova and the top of the symbol. This distance is deemed ‘x’. There should be a minimum of ‘x’ space on each side of the logotype. When possible, allow even more space around the logotype.
x x
x
x x
x
Safety Area • 13
SAFETY AREA: Just like the logotype, the symbol also has a safety area. When the symbol is being used by THE SYMBOL
itself, there needs to be an ample amount of space between the edge of the symbol and any other element. The safety area is determined by dividing the height of the symbol by five. That amount of space creates ‘x’. There should be a minimum of ‘x’ space on each side of the symbol. When possible, allow even more space around the symbol.
5X
Safety Area • 15
REVERSE APPLICATION: On occasion, the logotype may be printed in reverse. This means a white logo on a dark THE LOGOTYPE
background, as seen in example #1. In certain print circumstances the logo may be printed using the light purple, but only when using the dark purple as a background, to create a watermark like appearance as shown in example #2. This includes patient folders, the backside of stationery, and the ending or break pages of print collateral. In no other circumstance should the logotype be printed in the light purple.
1
2
Reverse Application • 17
REVERSE APPLICATION: On occasion, the symbol may also be printed in reverse. This means a white symbol on a THE SYMBOL dark background, as seen in example #1. In certain print circumstances, the symbol may be printed using the light purple, but only when using the dark purple as a background, to create a watermark like appearance as shown in example #2. This includes patient folders, the backside of stationery, and the ending or break pages of print collateral. In no other circumstance should the symbol be printed in the light purple.
1
2
Reverse Application • 19
COLOR PALETTE Our color palette plays an important role
in maintaining our brand recognition. The light and dark purples create a positive and nuturing feel while still upholding a sense of calmness and professionalism. The Renova purples can be used in multiple processes using the color formulas provided. The CMYK colors are to be used in standard four-color printing and the RGB colors are for web and screen use only. The Renova logotype and symbol should be printed in PMS 2627 and PMS 2665.
PMS 2627
PMS 2665
C: M: Y: K:
90 100 21 24
C: M: Y: K:
58 70 0 0
C: M: Y: K:
75 68 67 90
C: M: Y: K:
0 0 0 0
R: G: B:
19 0 153
R: G: B:
107 77 255
R: G: B:
0 0 0
R: G: B:
255 255 255
Color Palette • 21
INCORRECT USES It is important to retain a consistent usage of
the logotype and symbol. It is vital that you follow the guidelines of usage laid out in this manual in order to maintain visibility, impact, and integrity of the brand. If there is ever a question on how to properly use any of the Renova marks, please contact someone in the Communications Department for clarification. Incorrect uses include, but are not limited to: 1. Stretching the logotype or symbol 2. Invading the safety area 3. Using unauthorized colors 4. Changing the proportions 5. Using on unauthorized backgrouds or adding a stroke 6. Using the letter ‘O’ in place of the symbol 7. Changing the typeface 8. Changing the spacing of the lines
1
5
2
6
3
7
4
8
HEAL THCARE SYS TEM
Incorrect Uses • 23
TYPOGRAPHY
PRIMARY TYPE Using a consistent type family helps to reinforce the Renova brand. Gotham is our primary sans serif typeface which gives a strong and reliable feel with a wide variety of weights. “Gotham was born in 2000, when men’s fashion magazine GQ commissioned New York-based Hoefler & Frere-Jones to create a new typeface for use in their publication. Provided with a brief to create something “masculine, new, and fresh,” type designer Tobias Frere-Jones drew influences from post-war building signage and hand-painted letters seen around New York City. Using the seemingly plain, geometric lettering from New York’s Port Authority Bus Terminal as the project’s touchstone, an American “working class” typeface was born.” –Skylar Challand, idsgn.org
Gotham Light
Got ha m Lig h t Italic
ab cd efg h ijklm nopqrstuvwxyz A B C DE FGHIJ KLMNOPQRSTUVWXYZ 123 4 5 67890
a bcde fg h i j kl mn o p q r st u vwxyz ABCDEFGH I JK LM NOP QR ST U VWXYZ 1 2 3456789 0
Gotham Book
Got ham Book I ta lic
ab cd e fg hijklmnopqrstuvwxyz A B C DE FG HI J KLMNOPQRSTUVWXYZ 1 2 3 4 5 67890
a bcdefgh i j kl m n o pqr st u vwxyz ABCDEFGH I JK L M NOP QR STU VWXYZ 123456789 0
Gotham Medium
G oth a m Medium Italic
ab cd e fg h i j kl mnopqrstuvwxyz A B C DE FG HIJKLMNOPQRSTUVWXYZ 12 3 4 56789 0
a bcdefg hij klm n o p q r stuvwxyz ABCDEFGH I JKLMNOP QR STU VWXYZ 123456789 0
Gotham Bold
Gotha m Bol d I t al i c
a b cd e fg hi j k l m nopqrstuvwxyz A B C DE F GHIJKLMNOPQRSTUVWXYZ 1 23456789 0
abcdefg hij k lmn o p q rstuvwxyz ABCDEFGH IJ KL MNOP QR STU VWXYZ 123456789 0
Primary Type • 27
SECONDARY TYPE
For large bodies of text, it is easier to read a serif typeface than a sans serif typeface. Renova uses the type family Minion Pro for its serif needs in cases such as brochures and letters. “Minion is an Adobe Originals typeface designed by Robert Slimbach. It was inspired by classical, old style typefaces of the late Renaissance, a period of elegant, beautiful, and highly readable type designs. Minion Pro exhibits the aesthetic and functional qualities that make text type highly readable, yet is also suitable for display settings.” –Adobe Typekit
Minion Pro Regular
Minion Pro Italic
ab c de f g h ijk lmnop qrstuv wxy z AB C DEFG HIJK LMNOP QRSTUV WXYZ 1234567890
abcdefghij klmnopqrstuv w xy z AB CDEFG H I J KLMNOPQR ST UVWXY Z 1234567890
Minion Pro Medium
Minion Pro Medium Italic
ab c d e f g h ijk lmnop qrstuv w xy z AB C DEF G HI JK LMNOP QRSTUV WXYZ 1234567890
abcdefg hij klmnopqrstuv w xyz AB CDEFGH I J K L M NOP QR STUV W XY Z 123456789 0
Minion Pro Semibold
Minion Pro Semibold Italic
ab c d efg h ijk lmnop qrstuv wxy z AB C DEF G HI J KLMNOP QRSTUV WXYZ 1234567890
abcde fg hijklmnop qr stuv w x yz AB CDE FG H I JK L M N OPQR ST UV WXY Z 1234567890
Minion Pro Bold
Minion Pro Bold Italic
ab c d efg h ij k lm nop qrstuv wxy z AB C DEF G H IJ KLMNOPQRSTUV WXYZ 1234567890
abcd e fg hijklmnop qr stuv w xyz ABCDE FGH IJ KL M N OPQR ST UVW XY Z 1234567890
Minion Pro Bold Condensed
Minion Pro Bold Condensed Italic
ab c defg hijk lmnop qrstuv wx y z AB CDE FGHI JKLMNOPQRSTUVWXYZ 1234567890
ab cd e f g hij klmnop qrstuv w x y z AB C DEFG H IJ K L MNOP QR ST U V W XY Z 1234567890
Secondary Type • 29
STATIONERY
BUSINESS CARDS A business card is a very vital piece of
corporate stationery. It can be one of the first professional impressions a person may get. That being said, having a simple, but effective business card design is very important. Type specifications: Employee name is set in 9pt Gotham Medium. The employee’s title, phone number and the Renova website are set in 8pt Gotham Book. And the hospital’s address is set in 8pt Gotham Book Italic. To obtain the business card template please contact the Communications Department.
Business Cards • 33
LETTERHEAD The letterhead is also an important piece of
stationery that should be used for professional correspondence. It should be printed on 60 lb text weight paper. On the example letter to the right, you may find more specifications on how the letter should be formatted. Type specifications: Body text should be set in 11pt Minion Pro with a 13pt leading. The address at the bottom of the letterhead is 10pt Gotham Light. To obtain the letterhead template please contact the Communications Department.
Letterhead • 35
ENVELOPE The envelope needs to be treated as a serious
piece of stationery. When a Renova employee is mailing any sort of letter or bill, they should use the approved envelope. The Renova logotype and the hospital address are located in the top left corner of the front of the envelope. The back flap is the dark Renova purple with the symbol in the center in light purple. Type specifications: Renova address is set in 6.5pt Gotham Light with an 11pt leading.
Envelope • 37
APPLICATIONS
UNIFORMS
Uniforms are used to help identify employees and create a sense of unity. The full Renova logotype can be found on the left chest of all uniform tops. This consistency helps the brand to be recognized more readily. On white uniforms, the logotype is used in both shades of purple, and on purple uniforms the the full logotype is used in white. The symbol may be used to accent the uniform in light purple on white and dark purple uniforms as seen in examples #1 and #2 on the right. However, on a light purple uniform, the symbol may be used in dark purple or white like in example #3.
1
2
3
Uniforms • 41
IDENTIFICATION BADGE The identification badge is to be worn by
employees at all times. The badges help patients, visitors, and fellow employees easily identify the wearer’s position, name, and department. It also provides the individual with access to certain areas of the hospital. The logotype is clearly visible on both sides of the badge, along with the wearer’s name and position. This way if the badge is accidentally flipped to the wrong side all the important information is still accessible.The badge is to be worn with the company’s clip on retractable badge reel.
Front
Badge Reel
Back
Identification Badge • 43
EXTERIOR SIGNAGE When visitors first arrive at Renova navigation should be as simple and efficient as possible. To ensure maximum ease when navigating the large area that encompasses the hospital, we have developed signage with large, highcontrast type and bright colors that will catch the driver’s eye. The bottom of the sign must be at least 36 inches from the ground to ensure it is tall enough to be seen from a car.
EMERGENCY MAIN ENTRANCE OUTPATIENT CHILDREN’S CENTER WELLNESS CENTER WOMEN’S CENTER VISITOR PARKING
36 in.
PARKING 36 in.
Exterior Signage • 45
INTERIOR SIGNAGE
Interior signage must be clear and visible, just like the exterior signage. In a hospital setting, people are sometimes rushed and need large clear signage to know where they need to be. All room signs in the interior of the hospital are in compliance with the Americans with Disabilities Act. Each room sign must be 48 inches from the floor. The room name and number must be written in braille one inch above the bottom of the sign. All directional signs must be 36 inches from the floor.
INFORMATION ADMISSIONS ADMINISTRATION PUBLIC SAFETY OFFICE
219
PATIENT ROOM
RADIOLOGY/CT SCAN MAIN LOBBY/ENTRANCE
48 in. 36 in.
Interior Signage • 47
CRITICAL CARE TRANSPORT
In cases of emergency, patients are transported to the hospital using the Renova critical care transport vehicles. These vehicles must be easily identified as emergency vehicles to the general public in order to obtain priority on the roads and provide a fast and safe ride. The critical care transport label is located at the top of the vehicle because this takes priority and will not be covered by most vehicles riding along side. The Renova logotype is located directly below this label in a large format for quick brand recognition while the vehicle is driving by at high speeds.
Transport • 49
WEBSITE The website should be simple to access in order
to be used quickly and efficiently, especially in cases of emergency. This means putting the most popular and important links prominently on the homepage. It is imperative to use the official Renova RGB purples (see page 21). The CMYK colors are for print only and not to be used on any web or screen based work. In addition, the official Renova typefaces, Gotham and Minion Pro are the only typefaces to be used on the website. This creates a consistent branding between print and web. All imagery on the website should be a high enough resolution so that there is no pixelation. This helps in maintaining a clean and professional aesthetic.
Website • 51
MOBILE APP
Similar to the website, the mobile app should have a clean and simple design to create quick and effective navigation in case of emergency. This means creating large and legible buttons.
Mobile App • 53
If there are any questions regarding any of the information in this mannual, please contact the Communications Department. 23 North Wacker Dr. Suite 2000 Chicago, IL 60606 Telephone: 888.073.6682 Fax: 888.257.0143 Email: renovabrand@renova.com Website: renova.com/brandstandards
Renova Healthcare System Graphics Standards Manual