The Bridge Clinic Brand Guidelines 2012
The Bridge Clinic - Branding Guidelines 2012
Copyright Š2012 The Bridge Clinic. All rights reserved.
Contents Brand Values Our Logo Primary Logo: Pantone gradient Primary Logo: CMYK gradient Secondary Logo: Solid colour One Colour Logo Logo: Scaling and minimum size Logo: Positioning Logo do’s and don’ts Primary Brand Colours Secondary Brand Colours Secondary Brand Colours: Example Uses Primary Typeface Secondary Typeface
2 The Bridge Clinic - Branding Guidelines 2012
3 4 5 6 7 8 9 10 11 12 13 14 15 16
Brand values Our brand values are a unique set of principles that distinguish us from the competition and increase our advantage in a crowded marketplace. They represent the core beliefs of The Bridge Clinic, inform our decisions and shape our culture. They also provide internal and external design teams with a common language and set parameters with which to accurately represent our brand.
Excellence
Honesty
We strive to out-perform the market in every aspect of daily work life, setting the highest standards in treatments, patient care and service.
In all facets of the business, we are open and honest with our patients at all times, providing the maximum amount of information available. This allows them to make informed decisions and receive the best possible type of treatment for their individual needs, whilst at the same time managing their expectations.
Caring Working within what can be a delicate and sensitive industry, we endeavour to make patients as comfortable and at ease as possible, understanding their needs, responding to their concerns and offering the highest level of personal service with attentive and compassionate staff.
Conscientious Whilst striving to deliver optimum commercial results, The Bridge Clinic understands its responsibilities within the community and society as a whole, and we undertake numerous CSR initiatives to give opportunities for the less fortunate to receive both treatment and employment prospects.
3 The Bridge Clinic - Branding Guidelines 2012
Safety Operating in a highly technical industry, we pride ourselves on attention to detail with regards to safety and reliability, prioritising the wellbeing of patients and staff at all times and going above and beyond to ensure the application of the most stringent safety standards.
Pioneering As a modern, cutting edge ACU, The Bridge Clinic leads the way in introducing new techniques and technologies in the industry.
Our Logo The Bridge Clinic logo is the principal visualisation of our business, making a clear statement to the market about who we are and what we represent. It portrays the key elements of the brand in a striking graphic signature, providing an assurance that product or service it is associated with fulfills the exceptional standards of The Bridge Clinic.
Reversed Out Use this version when the application requires a simplified mark in white or the background is too dark to allow use of the preferred Primary Colour Version.
Blue box sizing
4 The Bridge Clinic - Branding Guidelines 2012
Primary Logo: Pantone gradient The primary version contains a dark-to-light gradient and should be used wherever possible. If for any reason the gradient cannot be accurately represented in either pantone or CMYK colours as described below, a solid version may be used.
Primary Logo - Pantones
Reversed Out Logo - Pantones
Layer Structure Bottom: Pantone 285 C / 100% Top: Gradient Pantone 286 C 60% to white. Effect: Multiply
Layer Structure Bottom: Pantone 285 C / 100% Middle: Gradient Pantone 286 C 60% to white. Effect: Multiply Top: Logo white
2 layers
3 layers
Bottom Layer
Top Layer Bottom Layer
5 The Bridge Clinic - Branding Guidelines 2012
Middle Layer
Primary Logo: CMYK gradient The light to dark blue gradient logo is to be used where possible, but solid blue can be used.
Primary Logo - CMYK
Reversed Out Logo - CMYK
Layer Structure Bottom: Light Blue C89 M43 Y0 K0 / 100% Top: Gradient Dark Blue C100 M66 Y2 K0 to white. Effect: Multiply
Layer Structure Bottom: Pantone 285 C / 100% Middle: Gradient Pantone 286 C 60% to white. Effect: Multiply Top: Logo white
2 layers
3 layers
Bottom Layer
Top Layer Bottom Layer
6 The Bridge Clinic - Branding Guidelines 2012
Middle Layer
Secondary Logo: Solid colour The light to dark blue gradient logo is to be used where possible, but solid blue can be used.
Secondary Logo
Reversed Out Secondary Logo
Black & Pantone 285 C or CMYK 89 / 43 / 0 / 0
White & Pantone 285 C or CMYK 89 / 43 / 0 / 0
7 The Bridge Clinic - Branding Guidelines 2012
One Colour Logo In situations where the primary or secondary logos cannot be applied, the mono version should be used.
Logo
8 The Bridge Clinic - Branding Guidelines 2012
Reversed Out Logo
Logo: Scaling and minimum size Our logo should be presented in its standard and customary fashion in order to be immediately recognizable as belonging to The Bridge Clinic. Consistent presentation not only protects the brand and ensures uniform usage, it makes the jobs of internal and external design teams easier.
Primary logo clear space
Scaling When used in EPS format, our logo may be scaled to any size necessary providing the minimum size requirements are met. The aspect ratio and proportion of the logo must always be maintained when scaling.
Clear space Clear space is the minimum “breathing room� maintained around the logo, which must be free of graphics, text and other marks. Always ensure that our logo is surrounded by the amount of clear space illustrated right.
Minimum size Minimum size refers to the minimum height permitted for The Bridge Clinic’s logo. It guarantees that our brand is always clearly legible and accurately represented. Minimum size for all versions of the logo is 8mm
9 The Bridge Clinic - Branding Guidelines 2012
Preferred logo minimum size 8 mm
Logo: Positioning When creating personal documents, presentations or internal communications, it is of paramount importance that consistency is maintained in the representation of our brand.
Cover positoning - option 1
Covers Depending on the requirements of the document, on the cover our logo may either be positioned: DOCUMENT TITLE
Centred vertically and horizontally with title beneath and TUV logos in bottom right hand corner (option 1)
DOCUMENT TITLE
OR In the top right hand corner, equidistant from the horizontal and vertical edges of the page, with the TUV logos in the bottom right hand corner (option 2)
Cover positoning - option 2
Inside pages Our logo must be positioned in the top right hand corner of all internal pages. As above, it must be equidistant from the horizontal and vertical edges of the page, and with the TUV logos in the bottom right hand corner. Whether on a cover or inside page, when deploying in the top right hand corner there should always be a visible amount of space between our logo and the edge of the page to ensure clarity. The standard MS Office margin of 2.54cm is the minimum requirement for this distance.
DOCUMENT TITLE
DOCUMENT TITLE
Inside page positoning Obitinia de oditio. Nam et quatem verum dus evelis dolor asimus re aut quati Ferumetu menimus modiaes sitiunt re, ut laut reculpa rchilitis dolupti omnisciusam es eic te maximus, nectatum aliquia doluptat. Unto occum fuga. Uptatibea nimiliqui sim dollaut endant. Excea ducit volupta turioremquid quaerna tusament facipsuntur, sere et voluptas volutem earchil everuntio qui sent, quia seque quis excea voluptatquam dit est quibus, alit laceperum ab imus, quas coruptae lati voluptatet eossitaturit aut officient perae liam venihic tem consequi inum hit, idia derro beribusciis aut quat maximolenda vellend ionsend istrupt atquos doluptate sed quiamet dolla sintium ut vidis magnat ad milibust alibus as suntureperum et quam endi bea nes ea quis moluptus dolupit eaquam, con rest maior sedigendae deribus illumquaerum venduci delluption rerum ea dolestiatur alis dolore quia doloreptas et fugiam eicipicium et quis expedis eossum que volores sitiure peritatati vendest ant occuptassus de niendan imosaer umquam veliquos etum consedit ex estiatia qui comnis eum que aspelite lisinum duciur? Sed quamus sum quam, occulpa sequam endaerum fugiati bererch icaborum quunt aspedis adignim illanti orpori blanimi, si idus iderumquam qui unt quidempore, quiam inihil inihit repratus, torit imus dolupti squatis et autem int ea quas at re doluptis sam nitemquatem que etur, qui repratur, ut prae poreribus rem quamus es ad quaectiurit alicabo renducius dollorro quo ducilitibus vello blam rest, con netur mod que qui rempor sum aut eos este verspis conseque perem nis maio doluptatia denimustibus et fugitae peritatibero quia num num esciae erum alit harchil illenim odipid eium derfero molum aditisquaes et, offici doloreped quibusanim quost, officipsae nitem quibus vendition pa conecus ut restrum faccus. Beritati ullacea quia sum que ne non eum reicimus re, sapit, to et optur, ut mos am des accuptatem eosapit, sum aspis quo tem et ommoluptatem imincius, ni to verias is volores ciendit re doloribus, que et occum fugiae volestiunt, is eum, iusant faccatest, ipsam ius etur? Quidus aut liquas utem. Ut acero dolor sum aspiciis et et qui qui cusant perum Ferumetu menimus modiaes sitiunt re, ut laut reculpa rchilitis dolupti omnisciusam es eic te maximus, nectatum aliquia doluptat. Unto occum fuga. Uptatibea nimiliqui sim dollaut endant. Excea ducit volupta turioremquid quaerna tusament facipsuntur, sere et voluptas volutem earchil everuntio qui sent, quia seque quis excea voluptatquam dit est quibus, alit laceperum ab imus, quas coruptae lati voluptatet eossitaturit aut officient perae liam venihic tem consequi inum hit, idia derro beribusciis aut quat maximolenda vellend ionsend istrupt atquos doluptate sed quiamet dolla sintium ut vidis magnat ad milibust alibus as suntureperum et quam endi bea nes ea quis moluptus dolupit eaquam, con rest maior sedigendae deribus illumquaerum venduci delluption rerum ea dolestiatur alis dolore quia doloreptas et fugiam eicipicium et quis expedis eossum que volores sitiure peritatati vendest ant occuptassus de niendan imosaer umquam veliquos etum consedit ex estiatia qui comnis eum que aspelite lisinum duciur? Sed quamus sum quam, occulpa sequam endaerum fugiati bererch icaborum quunt aspedis adignim illanti orpori blanimi, si idus iderumquam qui unt quidempore, quiam inihil inihit repratus, torit imus dolupti squatis et autem int ea quas at re doluptis sam nitemquatem que etur, qui repratur, ut prae poreribus rem quamus es ad quaectiurit alicabo renducius dollorro quo ducilitibus vello blam rest, con netur mod que qui rempor sum aut eos este verspis conseque perem nis maio doluptatia denimustibus et fugitae peritatibero quia num num esciae erum alit harchil illenim odipid eium derfero molum aditisquaes et, offici doloreped quibusanim quost, officipsae nitem quibus vendition pa conecus ut restrum faccus. Beritati ullacea quia sum que ne non eum reicimus re, sapit, to et optur, ut mos am des accuptatem eosapit, sum aspis quo tem et ommoluptatem imincius, ni to verias is volores ciendit re doloribus, que et occum fugiae volestiunt, is eum, iusant faccatest, ipsam ius etur? Quidus aut liquas utem. Ut acero dolor sum aspiciis et et qui qui cusant perum
10 The Bridge Clinic - Branding Guidelines 2012
omnis ducitium non consequosam venditint, se vit adiorer chilic tendit parum re porum harum id qui doluptatur alibus moluptat. Runtiumque sum re si aut quoditia non ea adipsunde eum es dolenim hilibus. Ugiaessin nos pliquat omnis quid mincil mo earion nia ilique ipsumqui re, velendi blaccusant arum es eosanduci toremque veliame ma aut iuntem ant labo. Nation nonsed que venimint voluptae dolor rehende llisquam dem volupid quatis dolor sequi comnimi, alicaborecto beribus non et di dolupta tisciendis rem re ea doluptas dolestet essequibus et ellam dipis sus utectur alicillo id molupidebit as dipsandis simus accaecuptat et pa con con rem volupta turibus moluptatis et perio bernam imusam il minvernam escipient ut mil et ent. Bitis maxim id unte omnimus, sum lab is et, que remolor porere nimi, sequam es estiatquo imolupti untiat volupta tureritam, seribus et preperae. Nequo et volorum de doloribusci is quam acesed maximolupta doluptatquia si Obitinia de oditio. Nam et quatem verum dus evelis dolor asimus re aut quati omnis ducitium non consequosam venditint, se vit adiorer chilic tendit parum re porum harum id qui doluptatur alibus moluptat. Runtiumque sum re si aut quoditia non ea adipsunde eum es dolenim hilibus. Ugiaessin nos pliquat omnis quid mincil mo earion nia ilique ipsumqui re, velendi blaccusant arum es eosanduci toremque veliame ma aut iuntem ant labo. Nation nonsed que venimint voluptae dolor rehende llisquam dem volupid quatis dolor sequi comnimi, alicaborecto beribus non et di dolupta tisciendis rem re ea doluptas dolestet essequibus et ellam dipis sus utectur alicillo id molupidebit as dipsandis simus accaecuptat et pa con con rem volupta turibus moluptatis et perio bernam imusam il minvernam escipient ut mil et ent. Bitis maxim id unte omnimus, sum lab is et, que remolor porere nimi, sequam es estiatquo imolupti untiat volupta tureritam, seribus et preperae. Nequo et volorum de doloribusci is quam acesed maximolupta doluptatquia si
Logo do’s and don’ts In order to protect our brand and the way we are represented within the market, we need to ensure that our logo is clearly recognizable and is properly used at all times. It must not be altered under any circumstances. The examples below show various uses to avoid and certain backgrounds that are permissible.
Do not change the brandmark colors.
Do not outline the brandmark in any color.
Do not change the logo’s proportion.
Do not rotate the logo.
Do not add drop shadows or other effects.
Do not place the logo on a complicated background or a background that reduces its legibility.
Logo can be used on a low contrast background
Logo can be used on a low contrast background
Do not use the logo in a holding box or other shape.
11 The Bridge Clinic - Branding Guidelines 2012
Primary Brand Colours Our primary colours are strong and straightforward. They represent The Bridge Clinic brand at its most elementary level and are the colours used in our main logo.
Pantone 285 C C 89 M 43 Y 0 K 0
12 The Bridge Clinic - Branding Guidelines 2012
Pantone 286 C C 100 M 66 Y 0 K2
Pantone 286 C C 100 M55 Y 0 K55
Pantone 286 C C 100 M55 Y 0 K55
Secondary Brand Colours Our secondary colour palette allows flexibility in brand communications to highlight typographic areas such as in subheadings, product name and descriptors.
C 0 M 34 Y 89 K 0
13 The Bridge Clinic - Branding Guidelines 2012
C 8 M 0 Y 99 K20
C 0 M 75 Y 79 K 0
C 0 M50 Y 0 K0
C 15 M100 Y 0 K1
Secondary Brand Colours: Example Uses
“This booklet has been designed to provide you with information about the Day Surgery Unit at The Bridge Clinic. We understand that coming into hospital is an anxious time.” In order to provide all our patients with a restful atmosphere we ask that you bring one member of your family or a friend only. There is a waiting area for your visitors on the 4th Floor and additional light snacks are available at Café 78 on the ground floor.
1.2 Births by Age 15%
The Day Surgery Unit is situated on the 4th Floor of the The Bridge Clinic and is open Monday to Friday.
8% 3%
48%
Accommodation 3%
Finance & Insurance - 48% Administration & Support Activities - 15% Professional Services - 8% Hotels and Restaurants - 3% Wholesale & Retail Trade - 3%
Prior to your surgery the nurse will ask you to remove all makeup and jewellery. You may keep a wedding band on as long at it has no stones, which will be secured before your procedure.
What happens after your procedure?
Valuables We advise you to not bring any valuable items to the hospital. However, a locker will be available
Please feel free to ask us any questions as it is important for us to keep you informed and ensure any concerns you have are answered before your procedure.
14 The Bridge Clinic - Branding Guidelines 2012
8,400
8,000
4,000
2,000
0
6,247
5,776
6,000
4,183
If you are unsure of what to bring please contact the unit directly on 04 673 9245 and 04 643 9245.
You will be advised by the nurse if you require any medication to take home and this will be explained by either the nurse or the pharmacist. Please note that insurance companies never cover the cost of take home drugs, it is always the patient’s responsibility to pay for these. We will provide you with any dressings or information you require.
1.3 Pregnancy Rates When you arrive at The Bridge Clinic you will be greeted by one of our admissions staff who will check your personal details. Our concierge will accompany you from reception to the The Bridge Clinic where you will meet the nurse who will be looking after you during your stay. The nurse will advise you what time you will meet your consultant, when your procedure is likely to take place, although we cannot always guarantee the exact time, and the estimated time of your discharge. The nurse will also check how you will be getting home and that you have someone to look after you for 24 hours if you are having a general anaesthetic.
4,112
If you are required to change we will provide you with a towelling robe and slippers. However, please bring any toiletries that you might like to use and something to help pass the time e.g. magazines or books. Please remember to bring all your medication with you, in their original boxes or bottles, including inhalers.
We appreciate that the majority of people wish to be discharged as quickly as possible. Your nurse will assess when you can safely go home. If you are being collected by car there is limited parking at the front of the building which is
In order to provide all our patients with a restful atmosphere we ask that you bring one member of your family or a friend only. There is a waiting area for your visitors on the 4th Floor and additional light snacks are available at Café 78 on the ground floor.
2,928
What to bring with you
Going home
4,082
Depending on the type of procedure you are undergoing, you will either be allocated to a single cubicle or one of our comfortable reclining chairs in the minor procedure suite. All patients undergoing a local anaesthetic will be allocated to a reclining chair. All patients have their own media screen with a choice of television and radio.
Before your admission you will be advised by your Consultant or an appropriate member of staff whether or not you are of our admissions staff who will check your personal details. required to have a period of not eating or drinking before you arrive at the hospital for your procedure.
3,544
Accommodation
Your admission
2,928
The Day Surgery Unit is situated on the 4th Floor of the The Bridge Clinic and is open Monday to Friday.
Following your procedure you will be accompanied back to your cubicle or chair where your nurse will check your blood pressure, pulse and temperature and assess your level of pain. Please inform the nurse of any discomfort or anxieties you may have. Your nurse will advise you when you are allowed to eat and drink. Please do not hesitate to ask for refreshments as required.
to store your belongings. The hospital does not accept responsibility for the loss or damage to any personal items.
Rates
This booklet has been designed to provide you with information about the Day Surgery Unit at The Bridge Clinic. We understand that coming into hospital is an anxious time and it is our aim to ensure that your visit is as pleasant as possible.
for dropping off or picking up patients only. Valet parking is available at theThe Bridge Clinic; alternatively there is a parking area in Circus Road opposite The Bridge your cubicle or chair where your nurse will check your blood Clinic. The Bridge Clinic provides a shuttle bus service to and from the buildings. We recommend you do not go home make-up and jewellery. You may keep a wedding band on by public transport. You will not be able to drive for at least 24 hours following a general anaesthetic or sedation, this may be longer depending on your procedure, your nurse or consultant will advise you individually of this. In addition you should also not consume any alcohol, operate machinery or sign any legal documents until at least 24 hours after your procedure.
Following your procedure should you have any questions or concerns please contact the Unit or when the Unit is closed please contact the Wellington Hospital bleep holder via our main switch board on 020 7586 5959. We look forward to welcoming you to the Day Case Unit at The Bridge Clinic. In order to provide all our patients with a restful atmosphere we ask that you bring one member of your family or a friend only. There is a waiting area for your visitors on the 4th Floor and additional light snacks are available at Café 78 on the ground floor the pharmacist. Please note that insurance companies never cover the cost of take home drugs, it is always the patient’s.
Depending on the type of procedure you are undergoing, you will either be allocated to a single cubicle or one of our comfortable reclining chairs in the minor procedure suite. All patients undergoing a local anaesthetic will be allocated to a reclining chair. All patients have their own media screen with a choice of television and radio.
What to bring with you If you are required to change we will provide you with a towelling robe and slippers. However, please bring any toiletries that you might like to use and something to help pass the time e.g. magazines or books. Please remember to bring all your medication with you, in their original boxes or bottles, including inhalers. If you are unsure of what to bring please contact the unit directly on 04 673 9245 and 04 643 9245.
Valuables We advise you to not bring any valuable items to the hospital. However, a locker will be available to store your belongings. The hospital does not accept responsibility for the loss or damage to any personal items.
Your admission Before your admission you will be advised by your Consultant or an appropriate member of staff whether or not you are of our admissions staff who will check your personal details. required to have a period of not eating or drinking before you arrive at the hospital for your procedure.
When you arrive at The Bridge Clinic you will be greeted by one of our admissions staff who will check your personal details. Our concierge will accompany you from reception to the The Bridge Clinic where you will meet the nurse who will be looking after you during your stay. The nurse will advise you what time you will meet your consultant, when your procedure is likely to take place, although we cannot always guarantee the exact time, and the estimated time of your discharge. The nurse will also check how you will be getting home and that you have someone to look after you for 24 hours if you are having a general anaesthetic. Please feel free to ask us any questions as it is important for us to keep you informed and ensure any concerns you have are answered before your procedure. Prior to your surgery the nurse will ask you to remove all makeup and jewellery. You may keep a wedding band on as long at it has no stones, which will be secured before your procedure.
REFERENCES 1. Manyonda I, Sinthamoney E, Belli AM. Controversies and challenges in the Modern management of uterine fibroids. British Journal of Obstetrics and Gynecology 2004; 111:95 –102. 2. Marchionni M, Fambrini M, Zambelli V, et al. Reproductive performance before and after abdominal myomectomy: a retrospective analysis. Fertility and Sterility 2004; 82:154 – 159. 3. Olufowobi O, Sharif K, Papaionnou S, et al. Are the anticipated benefits of myomectomy achieved in women of reproductive age? A 5-year review of the results at a UK tertiary hospital. Journal of Obstetrics
Primary Typeface The Bridge Clinic’s primary typeface is FS Albert. We use this for a number of reasons; it’s modern, flexible and easy to read, and fits perfectly with our brand. It is uniquely suited for a wide range of visual communications. Various styles and weights are defined for added flexibility and impact throughout our corporate communications.
When to use FS Albert should be applied across all printed communications wherever possible. Use it in rendered form for online and electronic applications. In situations where FS Albert cannot be utilised, use the recommended system typeface (as described on page 16).
Purchasing the font FS Albert is protected by international copyright law, which forbids us from sharing the font externally. A proper license must be obtained prior to use, and any third parties wishing to purchase one can do so from www.fontsmith.com.
15 The Bridge Clinic - Branding Guidelines 2012
FS Albert Thin FS Albert Thin Italic FS Albert Light FS Albert Light Italic FS Albert FS Albert Italic FS Albert Bold FS Albert Bold Italic
Secondary Typeface The Bridge Clinic’s secondary system typeface is Arial, which comes as standard on all PC-based Microsoft Office packages and is freely available online.
When to use Arial is only to be used if FS Albert is unavailable, in applications including (but not exclusively): Microsoft PowerPoint presentations, Microsoft Word and Excel documents, or HTML content on web applications.
16 The Bridge Clinic - Branding Guidelines 2012
Arial Arial Italic Arial Bold Arial Bold Italic