A well designed logo, in the end ... - Tanner Health System GRAPHIC GUIDELINES.pdf · This manual...

"A well designed logo, in the end, is a

reflection of the business it symbolizes.

It connotes a thoughtful and purposeful

enterprise, and mirrors the quality of

its products and services. It is good

public relations - a harbinger of good will.

It says, ‘We care.’ "

Paul Rand

Graphic Guidelines & Specifications

Corporate Identity & Brand Development

TANNER HEALTH SYSTEM • Graphic Standards Manual 2002, Revised February 2009

Section 1: Introduction 1.00


Introduction: Table of Contents 1.10

Contents

Introduction 1.00Contents 1.10Letter of Introduction 1.20About Guidelines 1.30Glossary 1.40

The Logo 2.00Graphic Elements 2.10

Primary LogoColors 2.20Negative Forms 2.30Staging 2.40Company Service Line Variations 2.50Tanner Medical Group Logo 2.60

Logo Misuse 3.00Altering Graphics 3.10

Stationery System 4.00Typography 4.10Letterhead Specifications 4.20

Letterhead - Tanner Medical Group 4.21Envelope Specifications 4.30

Envelope - Tanner Medical Group 4.31Business Card Specifications 4.40

Bus. Card - Tanner Medical Group 4.41Folded Note Card 4.50

Brochure Formats 5.00Brochure Format - Approval 5.10

Advertising 6.00Advertising Format - Approval 6.10

Vehicle Applications 7.00Automobile 7.10Pick-Up Truck 7.20

Pick-Up Truck (4 Door) 7.21

Signage Applications 8.00Signage System 8.10

Promotional Applications 9.00Clothing and Premiums 9.10Cap 9.12


Introduction: Letter From The President 1.20

Dear employees and friends,

With the great diversity and competitiveness ofthe health care industry, we have long neededcorporate identity management to give TannerHealth System a stronger, more uniform andconsistent image.

This graphic guidelines manual has beendeveloped to further establish and projectTanner Health System as a leader in the fieldof healthcare providers. Our logo is the visualcornerstone of our image. It is how we areidentified -- and differentiated -- by the public.Our logo is a symbol of quality, integrity and trust.

This manual will help Tanner Health Systemteam members maximize the potential of ourcorporate identity by demonstrating ways tomake sure our logo is used consistently. Byrealizing the importance of -- and adhering to --the guidelines set forth in this manual, we canpromote our services and name clearly,increase the equity of our logo, and maximizeits consistent use.

Sincerely,

Loy M. HowardPresident and CEOTanner Health System


Introduction: About These Guidelines 1.30

Why Are These Guidelines Important?

The logo is a first impression. It is often thefirst thing someone sees relating to TannerHealth System. Therefore, it is imperative thatthis person recognizes our logo and it makes agood impression.

These guidelines serve as a framework forTanner Health System’s corporate identity. It isa business tool which serves to market andpromote our identity to our community. Thinkof it as our “corporate clothing.” It is what wewear to work, how we present ourselves to ourcommunity, and often, how the communitysees us -- 24 hours a day, 7 day a week.Ultimately, our community will make decisionsbased on how they perceive us, the range of ourservices, the quality of our care. On a dailybasis, we strive to put our best foot forward.Adhering to these guidelines will help us to putour best “look” forward.

So, it is important that all applications of thelogo are clean and consistent. The logo is theone thing that visually ties together all the entitiesof Tanner Health System. These guidelines willdemonstrate how to make this possible.

How Do I Use These Guidelines?

Every manager should become familiar withthese guidelines and read them thoroughly tofully understand the importance of consistentuse of our logo.

Use the Table of Contents to refer to the sectionthat covers your logo application situation. Then,follow the instructions and observe the examplesshown to assure proper usage.

“IN AN AGE OF MEDIA

CLUTTER AND HYPE,

A PRODUCT MUST

ADVERTISE ITSELF, STAND

ALONE AND CONTAIN ITS

ORIGIN, SOURCE AND

STANDARD OF QUALITY

IN ONE WORD OR

SYMBOL...HISTORY HAS

PROVEN THAT THE IDEAL

TRADEMARK FROM A

MARKETING VIEWPOINT

MUST BE SIMPLE AND

UNIQUE, DISTINCTIVE AND

MOST IMPORTANT -

MEMORABLE.”

GREGORY THOMAS

HOW TO DESIGN LOGOS, SYMBOLS AND

TRADEMARKS


Introduction: Basic Terminology 1.40

Glossary of Terms

Bleed In printing, when the printed image extendsbeyond the trim edge of the page, it is calledbleed. Full bleed refers to the image extendingbeyond all sides of the page.

Blind EmbossingA design which is stamped without metallicleaf or ink, giving a relief effect.

Body TypeA type used for the main part or text of a printedpiece, as distinguished from the headings.

Brand IdentityThe perceived quality and expectations themarket connects to a company’s products orservices. Since quality is driven by perception,branding is a key issue in attaining and keepingmarket leadership.

Coated PaperPaper having a surface coating which producesa smooth finish.

Color ProofProofs made from the separate plates in thecolor process work.

CopyAny furnished material to be used in theproduction of printing.

Corporate IdentityCorporate identity campaigns are a form ofmultimedia promotion designed to raiseawareness of a family of products or servicesindirectly by boosting the image of its parentcompany. In many cases these campaigns aredirected at a broad target audience, whoseacceptance and recognition of it can indirectlylead to higher sales and revenues.

CMYK In full color printing, all colors are made fromcombinations of the four process colors: cyan,magenta, yellow and black.



Glossary of Terms

Die-CuttingA special effect which uses sharp steel rules tocut out special shapes from printed sheets. Die-cutting creates windows within brochure,angled, notched or curved page edges, etc.

DummyA preliminary layout showing the position ofillustrations and text as they are to appear inthe final reproduction. A set of blank pagesmade up in advance to show the size, shape,form and general style of a piece of printing.

DuotoneA term for a one-color photograph which isreproduced as a two color halftone.

EmbossingImpressing an image in relief to achieve araised surface; either over printing, or on blankpaper (blind embossing).

Electronic ArtFiles generated for prepress production inprinting which are produced by various softwareprograms and stored on electronic media. EPS,TIFF, JPEG files are standard formats recognizedby most PC and Macintosh programs.

Flush Left/RightTerms used to align text set up with a left orright margin.

Full ColorIn printing, 4 colors, cyan, magenta, yellow andblack combine to create full color photographsand images.

Font In setting text, a complete assortment of typeof one size and face.

HeadingWithin a layout, the heading refers to theprimary title or text of an advertisement,brochure, etc.



Glossary of Terms

KerningRefers to the space between individual letters.

LaminationA plastic film bonded by heat and pressure to aprinted sheet for protection or appearance.

LogoA descriptive mark using visual imageryrelating the company’s name, product and/orservice. In general, the logo refers to theoverall mark, combining a graphic symbol (thelogomark) and the company name (logotype).

LogomarkA graphic symbol representing a company. Thelogomark may be a descriptive/pictorial image,a symbol combining letterforms with imagery,or a unique treatment of letterforms.

LogotypeA unique typographical treatment of thecompany name.

Pantone (Matching System)The graphics/printing industry recognizedsystem of identifying ink colors.

Pre-Press ProofsProofs made by various techniques to eliminatethe expense of making press proofs.

Press ProofsA proof of color, text, and images on the printingpress, in advance of the production run.

StagingProtecting certain areas around the logo,keeping the logo legible and free frominterference of other distracting elements.


Section 2: The Logo 2.00


The Logo: Graphic Elements - Primary Form 2.10

The logo is the primary visual element in theidentification of Tanner Health System and itssubsidiaries. Consistent and uniform usage ofthe logo effectively implants a subconsciousand lasting impression of the company in theminds of the public. It is imperative thatconsistency be maintained as a variety ofapplication needs arise.

Consistency will assure strengthening andunification of the company name. To achievethis goal, the following guidelines must befollowed:

1. The logo and its components must not bemodified, redrawn, reproportioned,respaced, decorated or altered in any way.

2. The logo is a singular element in theidentification program and should stand incontrast to, and be unencumbered by otherdistracting elements.

3. The logo should be surrounded by ampleopen space to prevent crowding or confusionwith other graphic elements. It should bedistinctly legible in all applications.

4. The logo should only be reproduced fromoriginal electronic files, or scanned orphoto reproduced from reproduction-qualitypages in this manual.

5. Size and space relationships remain constant regardless of scale.

“FIRST IMPRESSIONS ARE

LASTING IMPRESSIONS.”

OUR COMMUNITY SEES OUR

LOGO THOUSANDS OF TIMES

EVERY DAY AND NIGHT.

OFTEN, IT IS THE FIRST AND

ONLY IMPRESSION OUR

MARKET AUDIENCE

ENCOUNTERS. IT IS A

REFLECTION OF OUR

SERVICES AND THE VISUAL

CORNERSTONE OF ALL

OUR COMMUNICATIONS.

1/4 X

Align

X

1/2 X1/4 X

Company Name: Times Roman (modified)

The Mobius (Graphic Circle)

The Mobius (from the Mobius Strip) isnamed after August Ferdinand Mobius, anineteenth century German mathematician.Mobius, along with his contemporaries,created a revolution in geometry.

The Mobius is a graphic representation ofour services: the continuity of healthcare,ongoing without interruption.

Note:The diameter of the graphic circle equalsthe height of the company name.

. .

.. ..

..

..


The Logo: Color 2.20

Corporate Colors

The logo can be used only in color combinationsspecified in this manual. Never substitutecolors. Black and white versions of the logoare the only acceptable substitutions.

The logo shown below is in the approvedcorporate color scheme.

The ink colors are:Pantone Warm Gray 8 Pantone Green 377

These colors apply for both coated anduncoated paper applications.

Equivalent process color builds are the onlyappropriate color substitution in print form.Other application materials should be color-matched to these Pantone numbers.

Note: Color shown in this manual is for generalreference only. Refer to manufacturer’sPantone Color Guide for actual (visual) color match.

Graphic Mobius:

Pantone Warm Gray 8

Organization Name:

Pantone Green 377

..


The Logo: Negative Forms 2.30

Applications on Black or Dark Colors

Sometimes it is necessary to utilize the logo on adark-colored or black background. In theseinstances, a negative, or reversed-out, form of thelogo must be used.


The Logo: Staging - Primary Version 2.40

Grid Proportion and Minimum SpaceRequirements

The line grid below shows the relationshipbetween the various components of the logo. The logo is 4 units wide and 1 unit high. Theproportions, size of graphic elements and spacerelationships remain constant regardless of scale.

The dashed line around the logo indicates theminimum amount of open space (staging area)required when the logo is placed in closeproximity to other visual elements. The stagingarea is 1/2 of the vertical dimension andsurrounds all sides of the logo. No otherelements should enter within this space. Thisassures legibility amidst distracting elements.

When using the logo on a colored background,the background color should extend to theperimeter indicated by the broken line.

IF THE LOGO IS CROWDED

BY OTHER GRAPHIC

ELEMENTS, AND HAS TO

COMPETE, IT WILL GET

LOST WITHIN THE LAYOUT,

LOSE EFFECTIVENESS

AND LEGIBILITY.

X

XCenter

CenterX X X


The Logo: Company Service Line Logos 2.50

Consistency will assure strengthening andunification of the company name. To achievethis goal, the logo has been adapted to meet theneeds of each service line application. Notethat the Mobius graphic aligns with the “TANNER” letters.

M E D I C A L C E N T E RC A R R O L L T O N

1/4 X

Align X

1/4 X1/4 X1/4 X1/4 X

Company Name:Times Roman (modified)

Service Line / Region Designation:Myriad (open kern)

..


The Logo: Tanner Medical Group 2.60

..

Tanner Medical Group

Tanner Medical Group, the group of practicesowned by Tanner Health System, provides anindispensable service to communities acrossthe health system’s service area. Physiciansbring highly-valued specialties and much-needed primary care services to patients in aneffective and efficient model that allows thephysician to focus on patient care while thesystem manages the administration of the practice.

A uniform design for signage, brochures andother practice materials helps to identify a practiceas belonging to this model and as part of theTanner Health System, with access to the fullrange of services and resources the system offers.

The Tanner Medical Group logo is the primaryvisual element in the identification of TannerMedical Group practices. Consistent anduniform usage of the logo and its presence ineach practice builds on the recognition of theTanner Health System brand. The sameguidelines that apply to the Tanner HealthSystem logo must be followed by all TannerMedical group practices in the use of their ownlogos in order to continue advancing their own- and the system’s - branding efforts. TheTanner Medical Group logo design is based onthe Tanner Health System logo.

Align

"TANNER" Name: Times Roman (modified)

"MEDICAL GROUP" Name: Myriad Condensed, open kern to align flush left and right.

Graphic Mobius

and Rule Line:

Pantone Warm Gray 8

Organization Name:

Pantone Green 377

M E D I C A L G R O U P


Note: Color shown in thismanual is for generalreference only. Referto manufacturer’sPantone Color Guidefor actual (visual) color match.


Section 3: Logo Misuse 3.00


Logo Misuse: Alteration of the Graphic Elements 3.10

Graphic Elements

Consistent applications and usage are the keyin building a strong identity. The graphicelements consist of: the Mobius (the graphiccircle), the company name, font selection,graphic proportions and their relationship toeach other. Distorting graphic elements isunacceptable. Recreating the logo withdifferent graphic elements and/orconfigurations will deteriorate the identity andmay even create an entirely different look.

Correct version of the graphic elements at left.

Below are unacceptable variations.

THESE ATTEMPTS TO

RECREATE THE GRAPHIC

CIRCLE HAVE CREATED

ENTIRELY DIFFERENT

GRAPHIC FORMS

WHICH CONFUSE

THE CONSUMER,

DETERIORATING TANNER’S

VISUAL IDENTITY

AND IMAGE .

LOGOMISUSE

A D i v i s i o n o f Ta n n e r H e a l t h S y s t e mA D i v i s i o n o f Ta n n e r H e a l t h S y s t e m

HEALTH SYSTEM

HEALTHSYSTEM

..


Section 4: Stationery System 4.00


Stationery System: Typography 4.10

The Times Family

The primary typeface, or “font,” used incorrespondence for Tanner Health System isTimes, a traditional, very legible serif font.

The company name: Times Roman.

This manual is set primarily in Times Roman,with Myriad used as the secondary font.

The Times font family is widely used andavailable through most font suppliers.

THE TIMES FAMILY

IS A TRADITIONAL

FONT, AND BECAUSE

IT IS COMFORTABLE

AND EASY TO READ,

IT IS COMMONLY USED

FOR NEWSPAPERS

AND BOOKS.

Times Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890.,;‘ ’“ ”?&$%()-!/®*

Times(modified)


Stationery System: Typography 4.11

The Times Family

The primary typeface, or “font,” used incorrespondence for Tanner Health System isTimes, a very traditional, very legible serif font.

The Myriad Family

The region/service is set in Myriad, all capitalletters. Myriad is a contemporary sans seriffont and is also very legible. Some applicationsutilize Myriad Bold, and Myriad Condensed.

Myriad

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890.,;‘ ’“ ”?&$%()-!/®*

Times

(modified)

M E D I C A L C E N T E RC A R R O L L T O N

Times(modified)

Myriad



Times(modified)

Myriad

Condensed


Stationery System: Letterhead Specifications and Format 4.20

Letterhead

Size: 8-1/2 in. x 11 in.

Paper Stock: Cougar, 60# text, white

Colors: Pantone Green 377 & Warm Gray 8

Typography: 10/12 Myriad, flush leftOrganization name – Myriad Bold

Tanner Medical Center/Carrollton705 Dixie StreetCarrollton, GA 30117770.836.9666 PHONE

www.tanner.org

C A R R O L L T O N B R E M E N D O U G L A S V I L L E V I L L A R I C A

1/2 " 1/4 "

3/4 "

Not shown to scale. City names are 8 pt. Myriad, with open kerning, centered.

1/2 "

vertical ruleline is 1 point, 1 1/8”, centered with 1/2” top margin

mob

ius

grap

hic

is 4

1/4

” di

amet

er s

cree

ned

15%

War

m G

ray

8

1/2 "

Facility and departmentidentification alwayshave this format.

Logo and top ofletterhead and locationdesignations at bottomremain consistentfor all hospitals.


Stationery System: Letterhead Specifications and Format - Tanner Medical Group 4.21

Letterhead

Size: 8-1/2 in. x 11 in.

Paper Stock: Cougar, 60# text, white




West Cest Cararroll Foll Family Hamily Healthcealthcarare Ce Cenenterer1125 East Highway 166Bowdon, GA 30108770.258.5424 PHONE

www.tanner.org

1/2 " 1/4 "

3/4 "to

ruleline

Not shown to scale.

vertical ruleline is 1 point, 1 1/8”, centered with 1/2” top margin

mob

ius

grap

hic

is 4

1/4

” di

amet

er s

cree

ned

15%

War

m G

ray

8

Facility and departmentidentification alwayshave this format.

2 3/8 "


Stationery System: Envelope Specifications and Format 4.30

Envelope

Size: Standard #10 envelope and #10 windowenvelope, 9 -1/2 in. x 4 - 1/8 in.

Paper Stock: Cougar Opaque 24#, white



Tanner Medical Center/Carrollton705 Dixie StreetCarrollton, GA 30117

3/8 " 1-7/8 "

3/8 "

Not shown to scale

1/4 " vertical ruleline is 1 point, 1/2”, centered

Facility and departmentidentification always

have this format.

This logo formatremains consistentfor all hospitals.


Stationery System: Envelope Specifications and Format - Tanner Medical Group 4.31

Envelope

Size: Standard #10 envelope and #10 windowenvelope, 9 -1/2 in. x 4 - 1/8 in.

Paper Stock: Cougar Opaque 24#, white



West Carroll Family Healthcare Center1125 East Highway 166Bowdon, GA 30108M E D I C A L G R O U P

3/8 " 1-1/2 "

3/8 "

Not shown to scale

1/4 " vertical ruleline is 1 point, 1/2”, centered

top and bottomhorizontal margins align


Stationery System: Business Card Specifications and Format 4.40

Business Card

Size: 3-1/2 in. x 2 in.

Paper Stock: Cougar Opaque 80#, WhiteCard Stock


Typography: flush leftEmployee name – 10/10 point Myriad BoldCompany Title – 8 point Myriad Condensed,

all capital lettersAddress – 8/10 point Myriad Condensed,

flush leftDepartment - 8 point Myriad Condensed BoldPhone, Fax – 6 point Myriad Condensed,

all capital letters

Kelly H. Meigs, MB MBACREATIVE SERVICES MANAGER

DEPARTMEN T OR HOSPITALAddressCity, State Zip770.xxx.xxxx PHONE

770.xxx.xxxx FAX

[email protected]

Thrhrough the cough the cararinging

and dedicand dedication of ation of

our tour team of emploeam of employees

and physiciansand physicians,

Tanner Hanner Health Sealth System

is committommitted ted to pro providingviding

qualitquality, acc accessible healthcessible healthcarare

to our patients and co our patients and communitommunity.

1/4 " 1 1/2"

1/8 "

5/16 "

Actual size, front.

vertical ruleline is 1 point, 7/16”, centered

Actual size, back.


Stationery System: Business Card Specifications and Format - Tanner Medical Group 4.41

Business Card

Size: 3-1/2 in. x 2 in.



Typography: flush leftEmployee name – 10/10 point Myriad BoldCompany Title – 8 point Myriad Condensed,

all capital lettersAddress – 8/10 point Myriad Condensed,

flush leftDepartment - 8 point Myriad Condensed BoldPhone, Fax – 6 point Myriad Condensed,

all capital letters

Mike Ou, MDFAMILY PRACTICE

DEPARTMEN T OR HOSPITALAddressCity, State Zip770.xxx.xxxx PHONE

770.xxx.xxxx FAX

[email protected]

Thrhrough the cough the cararinging

and dedicand dedication of ation of

our tour team of emploeam of employees

and physiciansand physicians,

Tanner Hanner Health Sealth System

is committommitted ted to pro providingviding

qualitquality, acc accessible healthcessible healthcarare

to our patients and co our patients and communitommunity.


1/4 " 1 1/2"

1/8 "

5/16 "

Actual size, front.

vertical ruleline is 1 point, aligns top/bottom with logo, centered

Actual size, back.

5/8 "


Stationery System: Note Card Specifications and Format 4.50

Note Card & Envelope

Size: Announcement envelope, A25 3/4” x 4 1/8”



Typography: 12/14 Myriad, flush left

705 Dixie StreetCarrollton, GA 30117www.tanner.org

2 1/4” 1/4 " * vertical ruleline is 1 point, 9/16”, centered* logo & type block centered horizontally

1/4 "1 1/2 "

1/4 "

EQEQ

Mobius graphic is 15% screen Warm Grey 8

Color bar(s)Pantone Dk. Orange 159

..


Section 5: Brochure Guidelines 5.00


Brochure Guidelines 5.10

Brochure Approval

All marketing materials utilizing the TannerHealth System logo must be approved by TheTanner Marketing and Public RelationsDepartment prior to publication.


Section 6: Advertising Guidelines 6.00


Advertising Guidelines 6.10

Advertising Approval

All advertising materials utilizing the TannerHealth System logo must be approved by TheTanner Marketing and Public Relations Department prior to publication.


Section 7: Vehicle Applications 7.00


Vehicle Applications: Positioning the Logo 7.10

Automobile

The positioning and size of the logo onvehicles is important. Vehicle applications needto be legible at far greater distances than printapplications. Vehicle colors may also determinethe version of the logo used, although lightcolors are more conducive to readability.

The recommended positioning of the logo for astandard sedan is shown below.

The staging area is 1/2” of the verticaldimension and surrounds all sides of the logo.The logo should be centered and not be locatedtoo close to the edges of the automobile door,window, etc. This assures optimum legibility.

VEHICLE APPLICATIONS ARE

TRAVELING BILLBOARDS.

THEY PROMOTE OUR

HEALTHCARE BRAND TO THE

COMMUNITY EVERY TIME

THE VEHICLE IS IN USE.



Pick-Up

The positioning and size of the logo on vehiclesis important. Vehicle applications need to belegible at far greater distances than printapplications. Vehicle colors may also determinethe version of the logo used, although lightcolors are more conducive to readability.

The recommended positioning of the logo for astandard pick-up truck is shown below.

The staging area is 1/2” of the verticaldimension and surrounds all sides of the logo.The logo should be centered not be located tooclose to the edges of the door, window, etc. Thisassures optimum legibility.



Pick-Up, 4 Door

The positioning and size of the logo on vehiclesis important. Vehicle applications need to belegible at far greater distances than printapplications. Vehicle colors may also determinethe version of the logo used, although lightcolors are more conducive to readability.

The recommended positioning of the logo for astandard pick-up truck is shown below.

The staging area is 1/2” of the verticaldimension and surrounds all sides of the logo.The logo should not be located too close to theedges of the door, window, etc. This assuresoptimum legibility.


Section 8: Signage 8.00


Signage Approval

All signage utilizing the Tanner Health Systemlogo must be approved by The Tanner Marketingand Public Relations Department prior topublication.

Signage, both interior and exterior, is often overlooked as an integral part ofmarketing our system. Finding the entrance,to the various departments should becomfortable and clear to the individual.Confusing directional signs and informationwhich is difficult to read creates a stressfulexperience for patients and their family.

Wayfinding signs with manufacturing andinstallation specifications have been developedand implemented throughout various entitieswithin Tanner Health System.

If you have a temporary or permanentsignage need, please contact theEngineering Department.

Section 8: Signage 8.10


Section 9: Promotional Applications 9.00


Promotional Applications: Clothing and Premiums 9.10

Shirts and Jerseys

Clothing items are well received and also create promotional exposure for the company.

The “DEPARTMENT NAME” font is Arialand is all capital letters.

DEPARTMENT NAME


Promotional Applications: Clothing and Premiums 9.12

Baseball Caps

The use of the logo on promotional items cancontribute to the corporate image in everydaylife. Baseball caps are popular premiums thatcreate exposure for the company.

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