Marshall Health Network Brand Guide

The purpose of this document is to ensure that the Marshall Health Network brand maintains consistency in communicating across various stakeholders, from our interactions across the health care team to patientfocused care.

BRAND GUIDELINES

TABLE OF CONTENTS

For questions or additional information before starting a project, please contact:

Marshall Health Network marketing@mhnetwork.org

Marshall Health brand@marshallhealth.org

The following brand guide introduces Marshall Health Network: West Virginia’s premier integrated academic health system committed to leading the nation in clinical excellence, high-quality care, medical education and research to improve the health and wellness of the patients we serve.

Marshall Health Network formalizes the nearly 50-year relationship among the health system, Marshall University, Marshall Health’s employed physician practice and its facilities and the School of Medicine. Marshall Health Network:

• Best reflects the shared purpose of the three entities.

• Affirms our strength as a collective and unifies our identity with the university’s 186-year-old history.

• Harnesses the full potential of education, clinical care and research.

• Honors hospital and specialty care site legacy names.

Thank you for reviewing this guide and supporting the integrity of our brand.

We are...

Marshall Health Network is an academic health system with a visionary approach to health care.

OUR MISSION

Advancing Health. Inspiring Hope. Serving You.

OUR MEMBERS

• Cabell Huntington Hospital

• Hoops Family Children’s Hospital

• Marshall Health

• Rivers Health

• St. Mary’s Medical Center POWERED BY

• Marshall University

• Joan C. Edwards School of Medicine

CENTERS OF WELLNESS

• Addiction and behavioral health

• Gerontology and aging

• Obesity and diabetes

• Rural health and primary care

SECTION 1 – LOGOS

Our goal is to create a unified visual identity for Marshall Health Network. This is best achieved when all departments, centers, institutes, programs, units and clinics adopt the logo and branding guidelines closely and accurately.

OUR ACADEMIC HEALTH SYSTEM

The Marshall Health Network brand offers multiple benefits that connect us to Marshall University and the Joan C. Edwards School of Medicine and differentiates us from other health care providers.

Each member of Marshall Health Network plays a role in promoting and building our collective brand identity. Our brand gives us the platform to inspire people to take an active role in their health. Therefore, we all have the opportunity—and the responsibility—to uphold the highest standards when representing Marshall Health Network.

ELEMENTS OF OUR LOGO

The Marshall Health Network logo is one of the most important and recognizable assets of the health system. The logo should be used consistently and treated with care and integrity.

The Marshall Health Network logo consists of the Marshall University Block M and the words “Health Network.”

The Block M should always be used with the logotype element as shown above. The Block M should appear only as part of a Marshall Health Network-approved logo or in compliance with Marshall University Brand Guidelines.

The Logo

Marshall Block M

Logotype

OUR LOGOS

Special Usage

The Marshall Health Network logo has two special circumstance variations, used only in settings in which space is limited such as digital icons, apparel, promotional items, signage and digital advertising.

Please contact the Marshall Health Network/Marshall Health marketing teams for any other specialty uses.

ELEMENTS OF OUR LOGO

Clear Space

In order to maintain the integrity of the iconic Marshall University logo and maximize the brand presence of Marshall Health Network, it is important to give the logo clear space and define a minimum clear space.

The clear space is measured by the cap height of “Health” in the Marshall Health Network logo. The clear space must always be a minimum of the “Health” cap height on all sides of the logo.

Minimum Size

Assuming readability, the logo should be reduced to no less than 1 inch in width for print or 100 pixels for web.

If there is a need for a logo smaller than the options above, type the words “Marshall Health Network” in Articulat CF Bold.

REVERSE ON GREEN

REVERSE ON BLACK

OUR LOGOS

PRIMARY LOGO (Preferred version)

SOLID WHITE

Appearance

The Marshall Health Network logo may appear in only three colors: black, Marshall green (PMS 354 C) and white. When using the logo on a solid background, a solid white line should outline the Block M for maximum visibility. One color logo usage must remain consistent with the brand colors noted above. No other colors may be used when reproducing the Marshall Health Network logo.

SOLID BLACK

SOLID GREEN

MARSHALL HEALTH NETWORK

PRIMARY LOGO

LOGO USAGE

Appearance

The primary logo should be used whenever possible. This provides representation for all facilities and services within Marshall Health Network.

Entity identifier may not be edited or rearranged from the format provided. To qualify as an entity, the group must meet certain requirements such as being an institute, center, or in some circumstances, an initiative.

The entity should align with the left edge of the block M and be written in Articulat CF Light Oblique.

Do not combine more than one entity logo on any publication. When more than one unit is represented in a single piece, use the Marshall Health Network primary logo and list the affiliated entity names.

LOGO MISUSE

To avoid misuse, please follow these guidelines.

Do not change the color, rotate, skew or apply effects to the logo. Never attempt to recreate the logo, change the font or alter the size or proportions. In order to maintain legibility, the logo should never be reproduced over a visually complex background.

• Do not create a custom logo for specific purposes. This dilutes our identity.

• Do not alter the logo in any way by changing or adding elements, or only using portions of it.

• Never change the logo’s color or orientation.

• Do not redraw the logo in any way.

• Do not change the font.

• Do not delete or substitute the word “Network.”

• Do not change scale, skew or rotate any logo.

• Do not change or vary the colors of any logo.

• Do not combine the logo or Block M with any other design, graphic, text or other element.

• Do not horizontally or vertically distort the logo.

• Do not change the scale of the block M.

• Do not change the color of the symbol or name.

• Do not outline the logo.

• Do not omit the clear space or place the logo within a shape.

• Do not use previous versions of the logo, including Mountain Health Network, Marshall Health, individual department or center logos following previous logo conventions.

• Do not personalize or make the logo specific to a department.

DO NOT:

SECTION 1.5 – NETWORK MEMBER LOGOS

Co-branding with our family of logos.

CABELL HUNTINGTON HOSPITAL LOGO

About Cabell Huntington Hospital

Opened in 1956, in Huntington, West Virginia, Cabell Huntington Hospital (CHH) is a 303-bed teaching hospital for Marshall University Schools of Medicine, Pharmacy and Nursing. CHH is home to the Hoops Family Children’s Hospital and the Edwards Comprehensive Cancer Center and cares for patients throughout West Virginia, eastern Kentucky and southern Ohio.

For more information, visit www. cabellhuntington.org.

Appearance

The Cabell Huntington Hospital logo uses Octavian as its primary font. “A member of” language is set in Capitolium 2 Italic.

Kelly Green

CMYK 80 / 0 / 92 / 0

PMS 354 C

Corporate Gray

RGB 1 / 178 / 86

HTML #01B256

CMYK 11 / 0 / 15 / 79

PMS 446 C

RGB 79 / 86 / 80

HTML #4F5650

ST. MARY’S MEDICAL CENTER LOGO

About St. Mary’s Medical Center

St. Mary’s Medical Center (SMMC) is an acute care hospital with 393 licensed beds located in Huntington, West Virginia. Established in 1924 by the Pallottine Missionary Sisters, it offers a wide range of inpatient and outpatient services throughout West Virginia, southern Ohio and eastern Kentucky. For more information, visit www.st-marys.org.

Appearance

St. Mary’s Blue

CMYK 100 / 81 / 8 / 0

PMS 2945 C

The St. Mary’s Medical Center logo uses Octavian as its primary font. “A member of” language is set in Capitolium 2 Italic.

RGB 17 / 77 / 151

HTML #114D97

MARSHALL HEALTH LOGO

OUR LOGOS

In addition to the primary logo, some uses may require designation as “An outpatient department of Cabell Huntington Hospital” or “A provider-based department of Cabell Huntington Hospital.” Those SOLID

The Marshall Health logo represents the organization that serves as the integrated group practice of Marshall Health Network and the faculty practice plan of the Marshall University Joan C. Edwards School of Medicine.

logos should exclusively be used on signage, marketing materials, stationery items and forms that only relate to qualified facilities. If more than one type of clinic is listed, the main Marshall Health logo should be used and identification of the type of clinics should be included in the text.

For clarification, please contact brand@marshallhealth.org

EXAMPLE:

About Hoops Family Children’s Hospital

HOOPS FAMILY CHILDREN’S HOSPITAL LOGO Appearance

Hoops Family Children’s Hospital (HFCH) is a 72bed pediatric specialty hospital located within Cabell Huntington Hospital, a 303-bed teaching hospital for Marshall University Schools of Medicine, Pharmacy and Nursing in Huntington, West Virginia. HFCH includes a 36-bed Level III Neonatal Intensive Care Unit, a 25-bed General Pediatrics Unit, a 10-bed Pediatric Intensive Care Unit and a Neonatal Therapeutic Unit.

For more information, visit www.hoopschildrens.org.

The Hoops Family Children’s Hospital logo uses Lemonade and ITC Franklin Gothic Std Medium as its primary fonts. “A member of” language is set in Capitolium 2 Italic.

Kelly Green

CMYK 80 / 0 / 92 / 0

PMS 354 C

RGB 1 / 178 / 86

HTML #01B256

CMYK 77 / 25 / 0 / 0

PMS 2925 C

RGB 0 / 153 / 214

HTML #0099D6

CMYK 0 / 94 / 100 / 0

PMS 1795 C

RGB 238 / 53 / 36

HTML #EE3524

CMYK 77 / 97 / 0 / 0

PMS 267 C

RGB 97 / 51 / 147

HTML #613393

CMYK 0 / 18 / 100 / 0

PMS 116 C

RGB 225 / 207 / 1

HTML #FFCF01

PEDIATRICS BRANDING

Hoops Family Children’s Hospital + Marshall Health Pediatrics

Elements from the existing brands of Hoops Family Children’s Hospital and Marshall Pediatrics are crafted together into one new, yet familiar, unified brand.

This brand also strengthens the visual connection to Marshall University through the use of “Dr. Marco.” This shows that Marshall Health Network is unified across its members and efforts to provide the best pediatric care.

A set of templates are available to meet the specific needs of each entity/department: [Insert web page here that has templates]

RIVERS HEALTH LOGO

About Rivers Health

Rivers Health, formerly Pleasant Valley Hospital, is a 101-bed acute care hospital in Point Pleasant, West Virginia. Established in 1959, Rivers Health provides inpatient, outpatient, and emergency department services; physician and primary care services; and rural health care clinic services to patients of Mason and Jackson counties, West Virginia, and Gallia and Meigs counties in Ohio.

For more information, visit www.rivershealth.org.

Appearance

The Rivers Health logo uses Octavian as its primary font. “A member of” language is set in Capitolium 2 Italic.

Kelly Green

CMYK 80 / 0 / 92 / 0

PMS 354 C

Corporate Gray

RGB 1 / 178 / 86

HTML #01B256

CMYK 11 / 0 / 15 / 79

PMS 446 C

RGB 79 / 86 / 80

HTML #4F5650

“A MEMBER OF...” USAGE

The phrase “A member of Marshall Health Network” serves as a connector across the brand. It should appear in Capitolium 2 Italic and be included in all marketing materials across Network entities, with the exception of print ads, digital ads, certain signage and billboards where its inclusion would appear smaller than 8 pt type and/or diminish the advertising value. When paired with the Marshall Health logo, the phrase should line up from the edge of the “Block M” to the edge of the lowercase h in “Health.”

EXTERNAL USE OF THE LOGO

Use of the logo by external collaborators or organizations should only be used with permission by the MHN Corporate Brand Manager. When requesting the logo, please provide size and file type requirements to ensure you have the logo that best

Affiliate Logo Usage

In addition to its member hospitals, Marshall Health Network and the Joan C. Edwards School of Medicine partner with more than a dozen hospitals across West Virginia, eastern Kentucky and southeast Ohio. To best reflect these important relationships, hospital partners may use the language “In affiliation with” and the Marshal Health Network logo or the Marshall Health logo when promotion the relationship and/or service line.

SECTION 2 – VISUAL IDENTITY

Marshall Health Network showcases its brand’s values and dedication to delivering high-quality health care, through a strong, consistent visual identity, including colors, typography, photography, identity and more.

PRIMARY COLOR PALETTE

Color is a vital part of our identity. Using our color palette throughout web and printed materials maintains visual consistency, which is essential to a strong brand identity.

Marshall University is known for its vibrant green (PMS 354C) and black. This color combination plays a vital role in establishing a clear and powerful connection between Marshall Health Network and Marshall University. These colors should be used consistently across various brand materials, such as logos, websites, marketing collateral, etc. to create a strong, recognizable brand presence.

Kelly Green

CMYK 80 / 0 / 92 / 0

PMS 354 C

Process Black C

CMYK 0 / 0 / 0 / 100

PMS Process Black C

RGB 1 / 178 / 86

HTML #01B256

Forest Green

CMYK 90 / 12 / 95 / 40

PMS 349 C

White

RGB 39 / 37 / 31

HTML #27251F

CMYK 0 / 0 /

0 / 0

HTML #FFFFFF

RGB 42 / 104 / 61

HTML #046A38

RGB 225 / 225 / 225

SECONDARY COLORS

The colors in our secondary color palette were specifically chosen to complement the primary palette. The use of the following colors as accents expand the brand experience by creating visual harmony and variety. These colors also provide flexibility in design while maintaining the brand’s identity.

Mint

CMYK 8 / 0 / 4 / 6

Pantone P 133-9 C

RGB 220 / 240 / 230

HTML #D9F2E3

Light Blue

CMYK 8 / 2 / 0 / 3

Pantone P 115-9 C

Medium Gray

RGB 229 / 244 / 248

HTML #E5F3F8

CMYK 29 / 0 / 10 / 27

Pantone P 137-11 C

RGB 128 / 178 / 156

HTML #80B29C

CMYK 40 / 8 / 0 / 28

Pantone P 120-10 C

Blue Sage Gray

CMYK 79 / 64 / 52 / 44

PMS 432 C

RGB 110 / 169 / 184

HTML #6EA9B8

RGB 50 / 62 / 72

HTML #323E48

CMYK 14 / 4 / 0 / 38

Pantone P 175-5 C

Light Gray

CMYK 2 / 0 / 0 / 9

Pantone P 179-2 C

RGB 137 / 152 / 159

HTML #808C94

RGB 228 / 232 / 232

HTML #E0E3E3

TYPOGRAPHY

Articulat CF is the primary font for Marshall Health Network. This font is to be used for the logo, body copy and headlines. Marshall Health Network has four complementary fonts that may be used in special circumstances. If you are unable to acquire any of these fonts, Arial may be used as a substitute for body copy, headlines and call-out text.

Mm

Articulat CF

Regular - AaBbCcDd EeFfGgHhIi 012.345.6789 +;%@*

Regular Oblique - AaBbCcDd EeFfGgHhIi 012.345.6789 +;%@*

Medium - AaBbCcDd EeFfGgHhIi 012.345.6789 +;%@*

Medium Oblique - AaBbCcDd EeFfGgHhIi 012.345.6789 +;%@*

Demi Bold - AaBbCcDd EeFfGgHhIi 012.345.6789 +;%@*

Demi Bold Oblique - AaBbCcDd EeFfGgHhIi 012.345.6789 +;%@*

Bold - AaBbCcDd EeFfGgHhIi 012.345.6789 +;%@*

Bold Oblique - AaBbCcDd EeFfGgHhIi 012.345.6789 +;%@*

Hh Capitolium2

Hh Bison Bold

Hh Lemonade ICG

Capitolium2 may be used in publications, invitations, subheadlines and call-out text. Bison may be used for in-text headers, callout text and used as a main headline font for orthopaedic surgery or sports medicine needs. Lemonade ICG is exclusively used for Hoops Family Children’s Hospital and pediatric service lines.

PHOTOGRAPHY

Marshall Health Network uses images that are encouraging, positive and best represent our mission and brand values. Primary photo imagery focuses on the faces of Marshall Health Network who are changing lives and making a difference every day.

Technological and scientific imagery should be reserved for materials that will be distributed among scientific or academic audiences.

Photography

Stock photography images should be high resolution and accurately represent the Marshall Health Network brand image. Photos should showcase the diverse population we represent and serve. Before any photograph is used, it should be approved by the Marshall Health Network/ Marshall Health marketing teams.

Before deciding on an image, look for these key attributes:

• Appropriate subject matter

• Sophistication

• Intelligence

• Positivity

• Typical demographics in the region

• Composition (believable and not overly posed)

• Subdued palette

• Clean backgrounds and solid-colored clothing

The use of images featuring real-life patients should not be used unless a Marshall Health Network photo authorization form has been completed by the subject and the photo has been approved for use by the Marshall Health Network/Marshall Health marketing teams.

IMAGERY AND ELEMENTS

Abstract Artwork

Imagery must be relevant to the subject of the marketing piece and should be approved for use exclusively by the Marshall Health Network/Marshall Health marketing teams.

The Band

A reference to the Marshall “Block M”, the band element is a visual tie to the University. It serves as a discernible element to be used to call out/highlight certain headers, statements and call to action texts. The band can only be used in our primary brand colors.

Topography Map

The topography map directly references the rural and mountainous region that we call home. It speaks to the complexities and rich history of our people. It showcases our connected and collaborative centers of wellness. All roads lead to home.

The topography map may only be used in our secondary colors as an accent/background element.

Several examples of both the band and topography map have been interwoven throughout this brand guide.

Topography Map

SECTION 3 – BRAND RESOURCES

BOILERPLATE

As a standard practice, each news release must include a boilerplate offering a concise description of Marshall Health Network and its services. When an additional organization is also represented in the release, Marshall Health Network’s boilerplate should be prioritized and placed below the ###. There should be no italics applied to the boilerplate(s).

About Marshall Health Network

Marshall Health Network is a West Virginia-based academic health system composed of nearly 10,500 physicians, health professionals, faculty, researchers and staff driven to deliver worldclass care for patients across 40 counties in West Virginia, eastern Kentucky and southern Ohio. A national leader in compassionate patient care and advanced medicine, clinical innovation and academic excellence, Marshall Health Network includes the physicians and specialists of Marshall Health and the Marshall University Joan C. Edwards School of Medicine; four hospitals: Cabell Huntington Hospital, St. Mary’s Medical Center, Hoops Family Children’s Hospital and Rivers Health; and the employed physician practices of the hospitals. Cabell Huntington Hospital is a teaching hospital for Marshall University Schools of Medicine and Pharmacy and College of Health Professions, while St. Mary’s Medical Center operates St. Mary’s Schools of Nursing, Respiratory Care and Medical Imaging. For more information, visit marshallhealthnetwork.org.

marco.bison.mascot@marshall.edu

STATIONERY

In a digital age, stationery remains a tangible and meaningful medium for communication, expression and organization. All correspondence pertaining to Marshall Health Network must use the official branded stationery.

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A set of templates are available to meet the specific needs of each entity/department.

SECTION 4 – MARSHALL HEALTH

This section discusses Marshall Health’s implementation of proper usage of the brand and best practices.

MARSHALL HEALTH DEPARTMENT, PROGRAM OR UNIT IDENTIFIERS

We understand that many departments, units and clinics wish to establish an identity for their respective programs and research initiatives.

The only authorized logos for entities that are part of Marshall Health are included in this brand guide.

Unique visual marks and self-created logos are generally not approved for use by Marshall Health entities, in order to strengthen our visual brand by maintaining a limited set of well-established logos.

There are a number of creative ways to use headlines and text elements to identify a program or study in a unique, descriptive way, while using the Marshall Health logo in an approved way.

A headline should not be used in place of a Marshall Health logo. Rather, use the department, program or unit headline in addition to the approved logo.

ONLINE PRESENCE

In order to best support Marshall Health’s search engine page rankings, it is our standard to consolidate web traffic rather than divide our traffic across virtual subdomains. Any Marshall Health entity who would like the marketing benefit of a vanity domain should reach out to brand@marshallhealth.org.

Supported websites within Marshall Health include: marshallheath.org

jcesom.marshall.edu proactwv.org

SOCIAL MEDIA

We aim to be immediately recognizable across all social media platforms. To that end, we have developed one consistent voice and look across Marshall Health.

Affiliated social media accounts are an extension of our brand and directly reflect Marshall Health’s reputation.

Please keep this in mind before you post, comment or share on an associated Marshall Health account.

All Marshall Health affiliated social media accounts must be registered through socialmedia@marshallhealth.org.

This includes usernames, passwords and a listing of account administrators.

Marshall Health recommends that departmental social media pages be extremely limited as the proliferation of additional accounts dilutes the corporate branding message.

In order to enhance readability and brand identification, the approved templates for social media profile images and page names are shown here.

Please see the Marshall Health Social Media Administrative Policy for any additional guidance.

ADVERTISING & TEMPLATES

All partners within Marshall Health, with the exception of Marshall University and the Joan C. Edwards School of Medicine, should use a similar look and voice in advertising. Contact brand@marshallhealth.org for assistance in campaign creation.

Utilize our templates to enhance Marshall Health’s visual appeal and consistency across our brand.

EDUCATION & TRAINING

University of BirminghamCardiovascular Medicine, Birmingham, United

University of Tripoli, Tripoli, Libya University Hospital of Wales, Cardiff, UK; Raigmore Hospital, Inverness, UK; West Cumberland Hospital, Whitehaven, UK; Wansbeck General Hospital, Ashington, UK; Royal Victoria Infirmary, Newcastle upon Tyne, UK

University of Birmingham; University of Oxford & University College, London, UK; MetroHealth Medical Center & Cleveland ClinicCardiac Electrophysiology & Device, Cleveland, Ohio; Queen Elizabeth Hospital, Birmingham, UK; Russell Hall Hospital, Dudley, UK; Walsall Manor

Cardiac Devices Specialist IBHRE Board in Cardiac Rhythm Devices, USA; Completion of Training (CCT), Cardiology, Electrophysiology & Devices, UK; EP Specialist IBHRE Board in

HOSPITAL PRIVILEGES

Fellowship-trained cardiologist specializing in:

• Electrophysiology

• Cardiology

Cabell Huntington Hospital St. Mary’s Medical Center

CLINIC LOCATIONS

• Electrophysiology

Marshall Cardiology

• Cardiology

An outpatient department of Cabell Huntington Hospital Erma Ora Byrd Clinical Center 1249 15th Street 4th Floor Huntington, WV 25701 XX.23

MARSHALL HEALTH NETWORK & AFFILIATED HOSPITALS

Lisa Chamberlin Stump System Vice President & Chief Strategy Officer

304.526.2007

lisa.chamberlin@mhnetwork.org

Phil Stanley

Corporate Campaign & Brand Manager

304.526.6383

phil.stanley@mhnetwork.org

Megan Archer

Digital Marketing & Media Manager

304.399.6742

megan.archer@mhnetwork.org

Pagett Dusic Integrated Communications Manager

304.691.6005

pagett.dusic@mhnetwork.org

Rebecca Alley Bookwalter

Marketing Research & Analytics Manager

304.526.2260

rebecca.bookwalter@mhnetwork.org

Jonathan D. Hodges Marketing Data Analyst

304.526.1257

jonathan.hodges@mhnetwork.org

JOAN C. EDWARDS SCHOOL OF MEDICINE & MARSHALL HEALTH

Sheanna M. Spence, MS Chief Marketing Officer

304.691.1639

smith566@marshall.edu

Michele McKnight, MA Assistant Director, External Affairs

304.691.1713

mcknigh4@marshall.edu

Kaitlin Gallimore

Digital Media Coordinator

kaitlin.gallimore@marshall.edu

Allison Lake Graphic Designer

304.691.1709

lake34@marshall.edu

Sholten Singer Photographer

singer10@marshall.edu

April Walker Marketing Coordinator

biser@marshall.edu

Drew Lauhon

Health Sciences Web Strategy Director

304.733.7991

Lauhon2@marshall.edu