Children s Hospital & Medical Center Identity Guidelines Manual O U R B R A N D

Children s Hospital & Medical Center Identity Guidelines Manual O U R B R A N D

Table of Contents The purpose of this manual is to give creative direction and basis for the identity of Children s Hospital & Medical Center. It contains guidelines in keeping the brand consistent in communication efforts, both internally and to the public. The Story of Our Brand 3 Brand Elements 4 Color Palette 6 The examples in this book were developed from a carefully conceived system of colors, symbols, images, typefaces, principles of organization, Font System 7 Logo Section A: Children s Hospital & Medical Center 8 and methods of execution. Formats 9 Spatial Relationships 14 Restricted Usage 15 Color Family 16 Templates 17 Phone Script 20 Logo Section B: Children s Hospital & Medical Center Foundation 21 Formats 22 Spatial Relationships 24 Restricted Usage 25 Color Family 26 Templates 27 Logo Section C: Children s Physicians 28 Formats 29 Spatial Relationships 32 Restricted Usage 33 Color Family 34 Templates 35 Phone Script 36 More Information 37 Children s Hospital & Medical Center Identity Guidelines Manual 2

The Story of Our Brand Our organization s brand draws attention to Children s as a warm and welcoming place, while also capturing the energetic spirit of a child. Five vibrant and colorful rays spring from the coil of the Latin spira mirabilis, better known as the marvelous spiral. This represents the joy of a child s imagination, as well as the infinite possibilities offered by modern medicine and the discoveries yet to come. It inspires emotions and interpretations as diverse as the children we serve. It is a symbol of a new era in pediatric health care for our community, our state and our region. This contemporary brand captures a look and feel of Children s today and will serve us into the future. The name, Children s Hospital & Medical Center, more accurately represents the healing, education and research taking place here. It demonstrates that we are more than a hospital. We are the premier pediatric health care center in the state on Nebraska, and we are a significant resource to medical professionals and families from across the region. The new brand also applies to Children s Hospital & Medical Center Foundation and Children s Physicians. It is built from consistent and creative elements, including a corporate logo, corporate colors, corporate fonts, themeline, imagery and visual elements. The brand will appear on printed pieces (forms, stationary, envelopes, etc.) as new materials are reprinted. Signage carrying the new name will be installed throughout our organization. All material contained within these pages are the property of Children s Hospital & Medical Center and require express permission from the Marketing Department for use. Children s Hospital & Medical Center Identity Guidelines Manual 3

Brand Elements: Spira Mirabilis Beaming from a spira mirabilis, Latin for the marvelous spiral that occurs in many natural forms, are five rays symbolic of a child s boundless energy and imagination. From the five-pointed star to the five horizontal lines on a musical staff, the number five is significant in many areas of science and astronomy, religion, technology and sports in cultures throughout the world. The vibrant rays, in the earthy colors Coral, Lagoon, Saffron, Cerulean and Periodot, reach outward from the Azure spiral illustrating how Children s Hospital & Medical Center extends care and hope to the most vulnerable and valuable assets we have our children. Rising over our name, it signifies the dawn of a new day in pediatric health care for the region, and the rays of hope Children s Hospital & Medical Center brings every day to the children and families we serve. Saffron Azure Lagoon Cerulean Coral Apple Children s Hospital & Medical Center Identity Guidelines Manual 4

Brand Elements: Themeline The We know children. themeline is an expression of the Children s Hospital & Medical Center brand. It is vitally important to use it correctly and consistently. The themeline is a piece of custom-designed artwork and should never be set in type. In order to keep consistency and the proper hierarchy of the elements, the themeline should always be used in the established proportions. For instance, the themeline should never be produced at a size larger than the logo itself when placed together in close proximity. It is not appropriate to say We know kids. No modifications are to be made to the themeline in printing or computer graphics. 1 color PMS 7417 Grayscale Black Reverse Spatial Relationships 2 2 Text Height = 2 2 A minimum clear space should be maintained around the themeline when used apart from the logo to ensure its visibility and protect its integrity. Children s Hospital & Medical Center Identity Guidelines Manual 5

L & O U R B R A N D Color Palette The color palette for the Children s Hospital & Medical Center brand is the current standard to be used for both internal and external communications. Azure and Lagoon, as shown, are designated as the official corporate colors. These specific shades of blue and green are to be used as the preferred color treatment of the corporate identity. Azure, is equivalent to PMS 286 and Lagoon, is equivalent to PMS 326. The colors shown on this page and throughout this manual have not been evaluated by Pantone Inc., for accuracy and may not match the PANTONE color standards. PANTONE is a registered trademark of Pantone Inc. F O U N PMS 326 LAGOON PMS 127 PMS 130 SAFFRON D A T I O N COOL GRAY 4 COOL GRAY 11 PMS 286 AZURE PMS 299 CERULEAN PMS 2905 P H Y S I C I A N S PMS 7417 CORAL PMS 369 APPLE PMS 366 P I T A H O S T E R M E D I C A L C E N PMS 326 PMS 7417 PMS 130 PMS 299 PMS 369 CMYK 85 0 38 0 RGB 0 178 169 HTML 00B2A9 CMYK 0 80 80 0 RGB 220 80 52 HTML DC5034 CMYK 0 30 100 0 RGB 240 171 0 HTML F0AB00 CMYK 86 8 0 0 RGB 0 161 222 HTML 00A1DE CMYK 67 0 98 5 RGB 88 166 24 HTML 58A618 PMS 286 PMS Cool Gray 11 PMS Cool Gray 4 PMS 127 PMS 2905 PMS 366 CMYK 100 72 0 0 RGB 0 57 166 HTML 0039A6 CMYK 48 36 24 66 RGB 77 79 83 HTML 4D4F53 CMYK 12 7 6 17 RGB 188 189 188 HTML BCBDBC CMYK 0 5 57 0 RGB 242 223 116 HTML F2DF74 CMYK 44 1 0 0 RGB 143 202 231 HTML 8FCAE7 CMYK 29 0 45 0 RGB 189 225 138 HTML BDE18A Children s Hospital & Medical Center Identity Guidelines Manual 6

Font System Century Schoolbook Century Schoolbook is a modern or didone classification serif typeface designed by Morris Fuller Benton in 1919 for the American Type Founders (ATF). Century Schoolbook is familiar to many in North America as being the typeface many first learned to read with. Futura Futura is a geometric sans-serif typeface designed between 1924 and 1926 by Paul Renner. Futura has an appearance of efficiency and forwardness. The typeface is derived from simple geometric forms (near-perfect circles, triangles and squares) and is based on strokes of near-even weight, which are low in contrast. ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&* ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&* Century Schoolbook Regular use for body copy and headers Century Schoolbook Italic use for subheads and emphasis in body copy Century Schoolbook Bold use for headers, subheads and emphasis Century Schoolbook Bold Italic use for headers, subheads and emphasis Futura Medium use for body copy Futura Medium Oblique use for emphasis in body copy Futura Heavy use for headers, subheads and emphasis Futura Heavy Oblique use for headers, subheads and emphasis Examples for Usage Headline in Century Schoolbook Subhead in Century Schoolbook Italic Body copy is set in Century Schoolbook consequat eget, tristique nec, auctor quis, purus. Vivamus ut sem. Fusce aliquam nunc vitae purus. Aenean viverra malesuada libero. Fusce ac quam. Donec neque. Nunc venenatis enim nec quam. Highlighted words, phrases and sentence in Century Schoolbook Bold tellus dui fringilla quam, in condimentum augue lorem non tellus. Pellentesque id arcu non sem placerat iaculis. Curabitur posuere. Headline in Futura Heavy Subhead in Futura Heavy Oblique Body copy is set in Futura Medium consequat eget, tristique nec, auctor quis, purus. Vivamus ut sem. Fusce aliquam nunc vitae purus. Aenean viverra malesuada libero. Fusce ac quam. Donec neque. Nunc venenatis enim nec quam. Highlighted words, phrases and sentence in Futura Medium Oblique tellus dui fringilla quam, in condimentum augue lorem non tellus. Pellentesque id arcu non sem placerat iaculis. Curabitur posuere. If recommended fonts are not available, use fonts with similar attributes. Children s Hospital & Medical Center Identity Guidelines Manual 7

Children s Hospital & Medical Center Logo Section A: Children s Hospital & Medical Center Logo Signature Themeline The corporate logo shown above is the foundation of the Children s Hospital & Medical Center brand identity system. This distinctive signature was designed to be easily recognized and remembered nationally, while retaining our brand credibility. The colors and proportions of the corporate signature must not be altered. Consistent usage of the corporate signature builds brand recognition. When applying the corporate signature, always use the artwork supplied. Do not redraw or in any way alter the artwork. How Children s Hospital & Medical Center is perceived, in large measure, is the result of corporate image, public perception, and the totality of communications that shape the mind-set of our patients, colleagues, suppliers, and the community at large. Corporate identity plays a pivotal role in contributing to the image of Children s Hospital & Medical Center. It defines global graphic standards for the correct use of Children s Hospital & Medical Center corporate signature, one of our company s most valuable trademarks. The signature is a means of symbolizing and differentiating our identity in the market. Correct usage of the Children s Hospital & Medical Center signature keeps its trademark position legally strong, and creates long-term value to our brand. Children s Hospital & Medical Center Identity Guidelines Manual 8

Children s Hospital & Medical Center Formats: Primary Vertical The Children s Hospital & Medical Center s primary vertical signature has two preferred configurations; use them whenever possible. However, our signature must also accommodate a wide range of uses from business cards to signage. When the signature is scaled down in size, the themeline will become illegible. In this case, use the logo without the themeline and separately place the themeline in the layout with appropriate hierarchy. To ensure consistency and quality in the presentation of our signature, there can be no variation on the approved colors. The acceptable color treatments of the corporate signature are demonstrated as the following. No other treatment is permitted. Full color Full color with themeline 1 color PMS 286 Grayscale Black Reverse Children s Hospital & Medical Center Identity Guidelines Manual 9

Children s Hospital & Medical Center Formats: Horizontal The Children s Hospital & Medical Center s horizontal signature has two preferred configurations; use them for specific applications. However, our signature must also accommodate a wide range of uses from business cards to signage. When the signature is scaled down in size, the themeline will become illegible. In this case, use the logo without the themeline and separately place the themeline in the layout with appropriate hierarchy. To ensure consistency and quality in the presentation of our signature, there can be no variation on the approved colors. The acceptable color treatments of the corporate signature are demonstrated as the following. No other treatment is permitted. Full color Full color with themeline 1 color PMS 286 Grayscale Black Reverse Children s Hospital & Medical Center Identity Guidelines Manual 10

Children s Hospital & Medical Center Formats: Omaha Primary Vertical The Children s Hospital & Medical Center Omaha signature has two preferred configurations; use them for out-ofmarket applications. The acceptable color treatments of the corporate signature are demonstrated as the following. No other treatment is permitted. Full color Full color with themeline 1 color PMS 286 Grayscale Black Reverse Children s Hospital & Medical Center Identity Guidelines Manual 11

Children s Hospital & Medical Center Formats: Omaha Horizontal The Children s Hospital & Medical Center Omaha signature has two preferred configurations; use them for out-ofmarket applications. The acceptable color treatments of the corporate signature are demonstrated as the following. No other treatment is permitted. Full color Full color with themeline 1 color PMS 286 Grayscale Black Reverse Children s Hospital & Medical Center Identity Guidelines Manual 12

Children s Hospital & Medical Center Formats: Departmental Primary Vertical The Children s Hospital & Medical Center s departmental signature has two preferred configurations; use them for identifying internal departments within our organization. The acceptable color treatments of the corporate signature are demonstrated as the following. No other treatment is permitted. Contact the Marketing Department for permission to use any department tag lines. NOTE: The Children s Hospital & Medical Center Departmental logo are available in 1 Color, Black and White, Grayscale, 6 Color Spot, and CMYK. The logo is to be used in the Primary Vertical format only. Departmental Example: Type Dept Tag Here Radiology Departmental with Themeline Type Dept Tag Here Departmental Title Alignment Text aligns to right side of logo Type Dept Tag Here Text set in Futura Medium/PMS 326 Children s Hospital & Medical Center Identity Guidelines Manual 13

Children s Hospital & Medical Center Spatial Relationships Making sure that a reasonable amount of space surrounds the entire signature enhances the presentation of the Children s Hospital & Medical Center signature. This area, referred to as the area of isolation, must remain clear of all graphic imagery, edges, folds and other visual elements. The preferred area of isolation is one full measure of the spiral height expressed by the dimension. Spiral Diameter = Spiral Diameter = The same rule of Spiral Diameter = applies to the horizontal version of the logo. Children s Hospital & Medical Center Identity Guidelines Manual 14

Children s Hospital & Medical Center Restricted Usage Any deviation from the acceptable signature no matter how minor can undermine our valued corporate identity. Therefore, no other configuration or any variation on the logo is permitted under any circumstances. Examples of such variations are demonstrated below. These examples are meant to be representative and do not encompass all possible cases. To ensure proper application of the corporate logo, use only the artwork supplied by marketing. Artwork may be enlarged or reduced proportionately to satisfy design requirements; however, it may in no other way be altered. When typing out Children s Hospital & Medical Center, always use an ampersand (&) as opposed to typing out and. Do Not: tilt the logo Do Not: bevel or emboss the logo Do Not: add a shadow to the logo Do Not: change the colors of the logo Do Not: reproduce with alternate fonts Do Not: align text, graphics or photography too close to the logo (see spatial relationships) veriusto odionsenim dolortiniat, vero ero con ute cor acipit nonulla metumsandre do el ent in volum ese magnit vendre dolumsan heniatum zzril exeros adionsed tatueros acipit velit ipit vullaor tiscillan etum zzrit adionsed tem etuerosto et, sum quamcon sendrer cidunt auguer at. Uptating ex euiscilit. Do Not: use the reverse version of the logo on a light background Do Not: use the color version of the logo on a dark background Do Not: place the logo over an area of a photo where there are distracting elements or significant contrasting levels Children s Hospital & Medical Center Identity Guidelines Manual 15

Children s Hospital & Medical Center Color Family The color palette for the Children s Hospital & Medical Center s primary signature is the current standard to be used for both internal and external communications. PMS 366 is set as the identifying color for this specific family. The colors shown on this page and throughout this manual have not been evaluated by Pantone Inc., for accuracy and may not match the PANTONE color standards. PANTONE is a registered trademark of Pantone Inc. H O S P I T A L & M E D I C A L C E N PMS 366 T E R PMS 369 APPLE PMS 299 CERULEAN PMS 7417 CORAL PMS 286 PMS 130 SAFFRON AZURE COOL GRAY 11 COOL GRAY 4 PMS 326 LAGOON PMS 130 PMS 299 PMS 7417 CMYK 0 30 100 0 RGB 240 171 0 HTML F0AB00 CMYK 86 8 0 0 RGB 0 161 222 HTML 00A1DE CMYK 0 80 80 0 RGB 220 80 52 HTML DC5034 PMS 286 PMS 369 PMS 366 PMS 326 PMS Cool Gray 11 PMS Cool Gray 4 CMYK 100 72 0 0 RGB 0 57 166 HTML 0039A6 CMYK 67 0 98 5 RGB 88 166 24 HTML 58A618 CMYK 29 0 45 0 RGB 189 225 138 HTML BDE18A CMYK 85 0 38 0 RGB 0 178 169 HTML 00B2A9 CMYK 48 36 24 66 RGB 77 79 83 HTML 4D4F53 CMYK 12 7 6 17 RGB 188 189 188 HTML BCBDBC Children s Hospital & Medical Center Identity Guidelines Manual 16

Children s Hospital & Medical Center Templates Microsoft Powerpoint Fax Cover sheet Memo Policy TEMPLATE binder cover/spine Email Signature Children s Hospital & Medical Center Identity Guidelines Manual 17

Children s Hospital & Medical Center Templates Project/Agenda Documents Project/Agenda V1 Footer/no Footer Project/Agenda V2 Footer/no Footer Project/Agenda V3 Footer/no Footer Project/Agenda V4 Footer/no Footer Project/Agenda V5 Project/Agenda V6 Children s Hospital & Medical Center Identity Guidelines Manual 18

Children s Hospital & Medical Center Templates: Omaha Microsoft Powerpoint Fax Cover sheet Memo Project/Agenda V1 Footer/no Footer Project/Agenda V2 Footer/no Footer Children s Hospital & Medical Center Identity Guidelines Manual 19

Children s Hospital & Medical Center Phone Script General Message You ve reached (insert name) in the (insert department name) department at Children s Hospital & Medical Center. I m currently on the phone or away from my desk, but if you leave your name and number, I ll return your call as soon as I can. (If you don t have zero out functionality on your phone, end message here. If you do have this function, continue) If your call is of a more urgent nature, press 0, and the receptionist will be able to help you. Thank you. Out of office Message Hello, you ve reached (insert name) in the (insert department name) department at Children s Hospital & Medical Center. I will be out of the office from (insert date) to (insert date), and will be returning on (insert date). If you leave your name and number, I ll return your call when I return. If you need immediate assistance, please call (insert replacement name and number). (If you don t have zero out functionality on your phone, end message here. If you do have this function, continue) Or, you may press 0, and the receptionist will be able to help you. Thank you. Children s Hospital & Medical Center Identity Guidelines Manual 20

CHILDREN S HOSPITAL & MEDICAL CENTER Foundation Logo Section B: Children s Hospital & Medical Center Foundation The corporate logo shown above is the primary mark of the Children s Hospital & Medical Center Foundation brand identity system. This distinctive signature was designed to be easily recognized and remembered nationally, while retaining our brand credibility. The colors and proportions of the corporate signature must not be altered. Consistent usage of the corporate signature builds brand recognition. When applying the corporate signature, always use the artwork supplied. Do not redraw or in any way alter the artwork. How Children s Hospital & Medical Center Foundation is perceived, in large measure, is the result of corporate image, public perception, and the totality of communications that shape the mind-set of our patients, colleagues, suppliers, and the community at large. Corporate identity plays a pivotal role in contributing to the image of Children s Hospital & Medical Center Foundation. It defines global graphic standards for the correct use of Children s Hospital & Medical Center Foundation corporate signature, one of our company s most valuable trademarks. The signature is a means of symbolizing and differentiating our identity in the market. Correct usage of the Children s Hospital & Medical Center Foundation signature keeps its trademark position legally strong, and creates long-term value to our brand. Children s Hospital & Medical Center Identity Guidelines Manual 21

CHILDREN S HOSPITAL & MEDICAL CENTER Foundation Formats: Primary Vertical The Children s Hospital & Medical Center Foundation s primary vertical signature has two preferred configurations; use them whenever possible. However, our signature must also accommodate a wide range of uses from business cards to signage. When the signature is scaled down in size, the themeline will become illegible. In this case, use the logo without the themeline and separately place the themeline in the layout with appropriate hierarchy. To ensure consistency and quality in the presentation of our signature, there can be no variation on the approved colors. The acceptable color treatments of the corporate signature are demonstrated as the following. No other treatment is permitted. Full color Full color with themeline 1 color PMS 286 Grayscale Black Reverse Children s Hospital & Medical Center Identity Guidelines Manual 22

CHILDREN S HOSPITAL & MEDICAL CENTER Foundation Formats: Horizontal The Children s Hospital & Medical Center Foundation s horizontal signature has two preferred configurations; use them for specific applications. However, our signature must also accommodate a wide range of uses from business cards to signage. When the signature is scaled down in size, the themeline will become illegible. In this case, use the logo without the themeline and separately place the themeline in the layout with appropriate hierarchy. To ensure consistency and quality in the presentation of our signature, there can be no variation on the approved colors. The acceptable color treatments of the corporate signature are demonstrated as the following. No other treatment is permitted. Full color Full color with themeline 1 color PMS 286 Grayscale Black Reverse Children s Hospital & Medical Center Identity Guidelines Manual 23

CHILDREN S HOSPITAL & MEDICAL CENTER Foundation Spatial Relationships Making sure that a reasonable amount of space surrounds the entire signature enhances the presentation of the Children s Hospital & Medical Center Foundation signature. This area, referred to as the area of isolation, must remain clear of all graphic imagery, edges, folds and other visual elements. The preferred area of isolation is one full measure of the spiral height expressed by the dimension. Spiral Diameter = Spiral Diameter = The same rule of Spiral Diameter = applies to the horizontal version of the logo. Children s Hospital & Medical Center Identity Guidelines Manual 24

CHILDREN S HOSPITAL & MEDICAL CENTER Foundation Restricted Usage Any deviation from the acceptable signature no matter how minor can undermine our valued corporate identity. Therefore, no other configuration or any variation on the logo is permitted under any circumstances. Examples of such variations are demonstrated below. These examples are meant to be representative and do not encompass all possible cases. To ensure proper application of the corporate logo, use only the artwork supplied by Marketing. Artwork may be enlarged or reduced proportionately to satisfy design requirements; however, it may in no other way be altered. When typing out Children s Hospital & Medical Center, always use an ampersand (&) as opposed to typing out and. Do Not: tilt the logo Do Not: bevel or emboss the logo Do Not: add a shadow to the logo Do Not: change the colors of the logo Do Not: reproduce with alternate fonts Do Not: align text, graphics or photography too close to the logo (see spatial relationships) Children s Foundation veriusto odionsenim dolortiniat, vero ero con ute cor acipit nonulla metumsandre do el ent in volum ese magnit vendre dolumsan heniatum zzril exeros adionsed tatueros acipit velit ipit vullaor tiscillan etum zzrit adionsed tem etuerosto et, sum quamcon sendrer cidunt auguer at. Uptating ex euiscilit. Do Not: use the reverse version of the logo on a light background Do Not: use the color version of the logo on a dark background Do Not: place the logo over an area of a photo where there are distracting elements or significant contrasting levels Children s Hospital & Medical Center Identity Guidelines Manual 25

CHILDREN S HOSPITAL & MEDICAL CENTER Foundation Color Family The color palette for the Children s Hospital & Medical Center Foundation s primary signature is the current standard to be used for both internal and external communications. PMS 127 is set as the identifying color for this specific family. The colors shown on this page and throughout this manual have not been evaluated by Pantone Inc., for accuracy and may not match the PANTONE color standards. PANTONE is a registered trademark of Pantone Inc. F O U N D A T I O N PMS 127 PMS 130 SAFFRON PMS 326 LAGOON PMS 299 CERULEAN PMS 286 COOL GRAY 4 COOL GRAY 11 AZURE PMS 369 APPLE PMS 7417 CORAL PMS 369 PMS 299 PMS 7417 CMYK 67 0 98 5 RGB 88 166 24 HTML 58A618 CMYK 86 8 0 0 RGB 0 161 222 HTML 00A1DE CMYK 0 80 80 0 RGB 220 80 52 HTML DC5034 PMS 286 PMS 130 PMS 127 PMS 326 PMS Cool Gray 11 PMS Cool Gray 4 CMYK 100 72 0 0 RGB 0 57 166 HTML 0039A6 CMYK 0 30 100 0 RGB 240 171 0 HTML F0AB00 CMYK 0 5 57 0 RGB 242 223 116 HTML F2DF74 CMYK 85 0 38 0 RGB 0 178 169 HTML 00B2A9 CMYK 48 36 24 66 RGB 77 79 83 HTML 4D4F53 CMYK 12 7 6 17 RGB 188 189 188 HTML BCBDBC Children s Hospital & Medical Center Identity Guidelines Manual 26

CHILDREN S HOSPITAL & MEDICAL CENTER Foundation Templates Fax Cover sheet Memo Project/Agenda V1 Footer/no Footer Project/Agenda V2 Footer/no Footer binder cover/spine Email Signature Children s Hospital & Medical Center Identity Guidelines Manual 27

Children s Physicians Logo Section C: Children s Physicians The corporate logo shown above is the foundation of the Children s Physicians brand identity system. This distinctive signature was designed to be easily recognized and remembered nationally, while retaining our brand credibility. The colors and proportions of the corporate signature must not be altered. Consistent usage of the corporate signature builds brand recognition. When applying the corporate signature, always use the artwork supplied. Do not redraw or in any way alter the artwork. How Children s Physicians is perceived, in large measure, is the result of corporate image, public perception, and the totality of communications that shape the mind-set of our patients, colleagues, suppliers, and the community at large. Corporate identity plays a pivotal role in contributing to the image of Children s Physicians. It defines global graphic standards for the correct use of Children s Physicians corporate signature, one of our company s most valuable trademarks. The signature is a means of symbolizing and differentiating our identity in the market. Correct usage of the Children s Physicians signature keeps its trademark position legally strong, and creates long-term value to our brand. Children s Hospital & Medical Center Identity Guidelines Manual 28

Children s Physicians Formats: Primary Vertical The Children s Physicians primary vertical signature has two preferred configurations; use them whenever possible. However, our signature must also accommodate a wide range of uses from business cards to signage. When the signature is scaled down in size, the themeline will become illegible. In this case, use the logo without the themeline and separately place the themeline in the layout with appropriate hierarchy. To ensure consistency and quality in the presentation of our signature, there can be no variation on the approved colors. The acceptable color treatments of the corporate signature are demonstrated as the following. No other treatment is permitted. Full color Full color with themeline 1 color PMS 286 Grayscale Black Reverse Children s Hospital & Medical Center Identity Guidelines Manual 29

Children s Physicians Formats: Horizontal The Children s Physicians horizontal signature has two preferred configurations; use them for specific applications. However, our signature must also accommodate a wide range of uses from business cards to signage. When the signature is scaled down in size, the themeline will become illegible. In this case, use the logo without the themeline and separately place the themeline in the layout with appropriate hierarchy. To ensure consistency and quality in the presentation of our signature, there can be no variation on the approved colors. The acceptable color treatments of the corporate signature are demonstrated as the following. No other treatment is permitted. Full color Full color with themeline 1 color PMS 286 Grayscale Black Reverse Children s Hospital & Medical Center Identity Guidelines Manual 30

Children s Physicians Formats: Office-Specific The Children s Physicians primary vertical signature including the office name, has only one preferred configuration; use it for specific applications. When the signature is scaled down in size, the themeline will become illegible. In this case, use the logo without the themeline and separately place the themeline in the layout with appropriate hierarchy. To ensure consistency and quality in the presentation of our signature, there can be no variation on the approved colors. The acceptable color treatments of the corporate signature are demonstrated as the following. No other treatment is permitted. Contact the Marketing Department for permission to use any office name tag lines. OFFICE NAME Example: Office Name Embassy Park OFFICE NAME with Themeline Office Name OFFICE NAME Title Alignment Text set in Futura Medium/PMS 286 Office Name Text aligns to left side of Physicians Children s Hospital & Medical Center Identity Guidelines Manual 31

Children s Physicians Spatial Relationships Making sure that a reasonable amount of space surrounds the entire signature enhances the presentation of the Children s Physicians signature. This area, referred to as the area of isolation, must remain clear of all graphic imagery, edges, folds and other visual elements. The preferred area of isolation is one full measure of the spiral height expressed by the dimension. Spiral Diameter = Spiral Diameter = The same rule of Spiral Diameter = applies to the horizontal version of the logo. Children s Hospital & Medical Center Identity Guidelines Manual 32

Children s Physicians Restricted Usage Any deviation from the acceptable signature no matter how minor can undermine our valued corporate identity. Therefore, no other configuration or any variation on the logo is permitted under any circumstances. Examples of such variations are demonstrated below. These examples are meant to be representative and do not encompass all possible cases. To ensure proper application of the corporate logo, use only the artwork supplied by Marketing. Artwork may be enlarged or reduced proportionately to satisfy design requirements; however, it may in no other way be altered. Do Not: tilt the logo Do Not: bevel or emboss the logo Do Not: add a shadow to the logo Do Not: change the colors of the logo Do Not: reproduce with alternate fonts Do Not: align text, graphics or photography too close to the logo (see spatial relationships) veriusto odionsenim dolortiniat, vero ero con ute cor acipit nonulla metumsandre do el ent in volum ese magnit vendre dolumsan heniatum zzril exeros adionsed tatueros acipit velit ipit vullaor tiscillan etum zzrit adionsed tem etuerosto et, sum quamcon sendrer cidunt auguer at. Uptating ex euiscilit. Do Not: use the reverse version of the logo on a light background Do Not: use the color version of the logo on a dark background Do Not: place the logo over an area of a photo where there are distracting elements or significant contrasting levels Children s Hospital & Medical Center Identity Guidelines Manual 33

Children s Physicians Color Family The color palette for the Children s Physicians s primary signature is the current standard to be used for both internal and external communications. PMS 2905 is set as the identifying color for this specific family. The colors shown on this page and throughout this manual have not been evaluated by Pantone Inc., for accuracy and may not match the PANTONE color standards. PANTONE is a registered trademark of Pantone Inc. P H Y S I C I A N S PMS 2905 PMS 299 CERULEAN PMS 130 SAFFRON PMS 326 LAGOON PMS 286 AZURE PMS 7417 CORAL PMS 369 APPLE COOL GRAY 11 COOL GRAY 4 PMS 369 PMS 130 PMS 7417 CMYK 67 0 98 5 RGB 88 166 24 HTML 58A618 CMYK 0 30 100 0 RGB 240 171 0 HTML F0AB00 CMYK 0 80 80 0 RGB 220 80 52 HTML DC5034 PMS 286 PMS 299 PMS 2905 PMS 326 PMS Cool Gray 11 PMS Cool Gray 4 CMYK 100 72 0 0 RGB 0 57 166 HTML 0039A6 CMYK 86 8 0 0 RGB 0 161 222 HTML 00A1DE CMYK 44 1 0 0 RGB 143 202 231 HTML 8FCAE7 CMYK 85 0 38 0 RGB 0 178 169 HTML 00B2A9 CMYK 48 36 24 66 RGB 77 79 83 HTML 4D4F53 CMYK 12 7 6 17 RGB 188 189 188 HTML BCBDBC Children s Hospital & Medical Center Identity Guidelines Manual 34

Children s Physicians Templates Microsoft Powerpoint Fax Cover sheet Memo Project/Agenda V1 Footer/no Footer Project/Agenda V2 Footer/no Footer Policy TEMPLATE binder cover/spine Email Signature Children s Hospital & Medical Center Identity Guidelines Manual 35

Children s Physicians Phone Script General Message Hello, you ve reached (insert name) with Children s Physicians, (insert office location). I m currently on the phone or away from my desk, but if you leave your name and number, I ll return your call as soon as I can. (If you don t have zero out functionality on your phone, end message here. If you do have this function, continue) If your call is of a more urgent nature, press 0, and the receptionist will be able to help you. Thank you. Out of office Message Hello, you ve reached (insert name) with Children s Physicians (insert office location). I will be out of the office from (insert date) to (insert date), and will be returning on (insert date). If you leave your name and number, I ll return your call when I return. If you need immediate assistance, please call (insert replacement name and number). (If you don t have zero out functionality on your phone, end message here. If you do have this function, continue) Or, you may press 0, and the receptionist will be able to help you. Thank you. Children s Hospital & Medical Center Identity Guidelines Manual 36

More Information For more information on how to properly use the Children s brand, please see contact information to the right. Who to Contact: Karen Kubicek Graphic Artist/Brand Champion Children s Hospital & Medical Center 8200 Dodge Street Omaha, NE 68114 402-955-6961 kkubicek@childrensomaha.org OurBrand.ChildrensOmaha.org Children s Hospital & Medical Center Identity Guidelines Manual 37

8200 Dodge Street Omaha, NE 68114-4113 402-955-5400 ChildrensOmaha.org