APTA Brand Guidelines - cdn.ymaws.com · Block Graphic Usage in Digital ..... 32 Supergraphic Usage...

APTA Brand Guidelines

Version 1.0December 2019

Do not apply guidelines to published communications until APTA’s brand launch in June 2020

2

Contents

Brand OverviewUsing the Brand Guidelines . . . . . . . . . . . . . . 4APTA Brand Platform. . . . . . . . . . . . . . . . . . . 5APTA Vision and Mission . . . . . . . . . . . . . . . 6APTA Brand Architecture . . . . . . . . . . . . . . . 7

Brand ElementsAPTA National Logo . . . . . . . . . . . . . . . . . . . 9Logo Color Versions . . . . . . . . . . . . . . . . . . 10Small-Size Logo, Avatar, and Favicon . . . 11Clear Space and Minimum Size . . . . . . . . 12Incorrect Logo Uses . . . . . . . . . . . . . . . . . . 13Color Palette . . . . . . . . . . . . . . . . . . . . . . . . 14 Using Color in Applications . . . . . . . . . . . . 15Typography . . . . . . . . . . . . . . . . . . . . . . . . . . 16Photography . . . . . . . . . . . . . . . . . . . . . . . . . 17Incorrect Photography Usage . . . . . . . . . . 18Secondary Graphics Overview . . . . . . . . . . 19Cropping the Block Graphic . . . . . . . . . . . . 20Incorrect Use of the Block Graphic . . . . . . 21Using the Supergraphic on Photography . . . . . . . . . . . . . . . . . . . . . . 22Adjusting the Supergraphic on Photography for Text . . . . . . . . . . . . . . . 23Incorrect Use of the Supergraphic on Photography . . . . . . . . . . . . . . . . . . . . . . 24Vertical Grid Overview . . . . . . . . . . . . . . . . . 25Horizontal Grid Overview . . . . . . . . . . . . . . 26Supergraphic as a Holding Shape . . . . . . 27Iconography . . . . . . . . . . . . . . . . . . . . . . . . . 28

ApplicationsAPTA Visual System Overview . . . . . . . . . 30Block Graphic Usage in Print . . . . . . . . . . . 31Block Graphic Usage in Digital . . . . . . . . . . 32Supergraphic Usage on Photography in Print . . . . . . . . . . . . . . . 33Supergraphic Usage on Photography in Digital . . . . . . . . . . . . . . 34Supergraphic Holding Shape Usage in Print and Digital . . . . . . . . . . . . . . . . . . . . 35Inside Spreads . . . . . . . . . . . . . . . . . . . . . . . 36

CobrandingCobranding Overview . . . . . . . . . . . . . . . . . 38

APTA MessagingOverview . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40How We Use Our Messages . . . . . . . . . . . . 41Overarching Brand Messaging What We Want All Audiences to Remember . . . . . . . . . . . . 43Ongoing Audience Messaging About Ongoing Audience Messaging . 50 Current and Prospective Member Audiences . . . . . . . . . . . . . . . . 51 Staff and Other Internal Audiences . . . 59 Legislator Audience . . . . . . . . . . . . . . . . 65Launch Messaging About Launch Messaging . . . . . . . . . . . 70 Current and Prospective Member Audiences . . . . . . . . . . . . . . . . . 71 Staff and Other Internal Audiences . . . 79 Legislator Audience . . . . . . . . . . . . . . . . 89

Writing Style GuideOverview . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95High-Level Style Guidelines . . . . . . . . . . . . 96Style Guidelines Unique to APTA . . . . . . . . 98

December 2019, Version 1.0

3December 2019, Version 1.0

Brand Overview

December 2019, Version 1.0 4Brand Overview

Using the Brand Guidelines

Who this is for

• Anyone writing, designing, reviewing, or approving content for APTA.

Why use it

• To ensure we’re creating consistent messaging, voice, and brand expression with every communication.

When to use

• When designing, to help you create communications that are on brand and effective.

• When reviewing design of communications, to make sure any requested changes stay within our brand visual.

What’s here

• Background to help you understand us, our audiences, and our brand.

• Clear direction on how we communicate.

• Examples to guide you.

What to ask before starting

• Who is your target audience?

• What is the story you are telling? How are you using elements from the new brand to tell the story?

• Are your content details appropriate for your audience and business objective?

A brand is more than just a name, a logo, or a look and feel. Our brand embodies our commitment to our key audiences, along with the qualities and values that make APTA unique.

Used properly, it represents a powerful way to influence how people perceive us. The strongest and most memorable brands engage clearly, concisely, and consistently. To build the APTA brand, everyone who communicates on our behalf must properly apply the elements of our brand identity in all communications.

These brand guidelines will help you understand and use our brand identity in your work. Inside, you will find the tools you need to tell a cohesive story, encourage creativity, and bring the brand to life.

Use these brand guidelines as a starting point when communicating the APTA brand in print and digital applications.

Get familiar with what’s here and refer back to it often. It will help you stay on track and create communications that allow the APTA brand to be strong, resonant, and relevant to your audience. It is crucial that no matter the communication, you always keep our members in mind and ensure that they play a starring role.

For more information or to obtain artwork or other assets, contact APTA’s Brand Team at [email protected].


APTA Brand Platform

The APTA brand platform describes the promise we make, what differentiates us from our competitors, and the benefits that we, as a purpose-driven organization, deliver to our members, prospective members, policymakers, and the public.

Our brand promise, pillars, and personality define the way the world sees us. Think of this as a strategic blueprint and foundation for aligning our products, services, and events, as well as components.

APTA brand promise

With APTA I get the trusted leader for the physical therapy profession, empowering me to thrive and to make a difference in people’s lives.

APTA brand pillars

• Advocacy

• Public awareness

• Knowledge & resources

• Community

APTA brand personality

• Strategic

• Passionate

• Inclusive

• Impactful

• Caring

APTA brand impact

• Inspired

• Empowered

• Connected

• Valued


APTA Vision and Mission

Vision statement for the physical therapy profession

Transforming society by optimizing movement to improve the human experience.

Mission statement

Building a community that advances the profession of physical therapy to improve the health of society.


APTA Brand Architecture

Brand architecture is a framework for conveying the roles and relationships of brands in a portfolio. An organization’s brand architecture can either help or hinder realization of its overall vision, mission, and strategy. It should be a reflection of the organization’s brand promise(s), and help build value and engagement among its target audiences.

National levelAPTA follows a masterbrand or branded house strategy by which the APTA national brand represents the company and serves as the umbrella for most of our products, programs, events, and components.

Component levelOur brand provides specific options for use by state chapters and sections which are represented below.

For detailed information about our component visual system, refer to the specific guidelines for chapters and sections.

National level

A. APTA national logo.

B. APTA national small-size logo.

A.

C.

F.

B.

D.

G.

C. APTA chapter full-name logo.

D. APTA chapter short-name logo.

E. APTA chapter small-size logo.

F. APTA section full name logo with APTA symbol and wordmark.

G. APTA section short-name logo with APTA symbol and wordmark.

H. APTA section small-size logo with APTA symbol and wordmark.

I. APTA full-name section logo with unique symbol and APTA wordmark.*

J. APTA section small-size logo with unique symbol and APTA wordmark*

Component level

H.

E.

I. J.

* Visual language criteria for unique section symbols: size must have the same footprint as APTA’s arc symbol; multiple parts must build the shape; shape can have no overlapping elements or gradient; must depict motion; one color.


Brand Elements

December 2019, Version 1.0 9Brand Elements

The APTA national logo captures the progressive spirit of our organization and the essential role movement plays in our profession. Visually, the symbol helps to communicate a sense of forward movement, changing, lifting, aspiring, and reflecting APTA’s continuous journey towards improvement.

The APTA logo honors APTA’s rich history. A triangle shape has been used consistently throughout a century of APTA logos. The triangle was intentionally carried forward in the arc symbol, to help bridge APTA’s past and APTA’s future. It was important to build on APTA’s current brand equity. Keeping the color teal, a color that is uniquely APTA, helps to do that.

The clean and simple design helps to make the logo legible and clearly recognizable, while maintaining the same professional stature as that of other highly regarded medical associations.

The APTA logo comprises the arc symbol, the APTA American Physical Therapy Association wordmark, and the SM mark.

The proportions and arrangement of these elements have been carefully designed and should not be altered, separated, or recreated.

Note: When pronouncing our name, each letter should be pronounced individually, A–P–T–A. It should not be pronounced as a word (App-ta).

Note: The SM mark may be removed if legibility is compromised due to small sizes or reproduction methods such as embroidery, embossing, etc.

APTA National Logo

APTA national logo

Arc symbol Wordmark

SM mark


The APTA logo is the primary visual identity of our association and is used on all communications. There are two color versions of the logo: Full-color and one-color.

Full-color, positive version (preferred) The preferred version of the APTA logo is the full-color, positive version on a white or light-colored background. Use this version whenever possible.

Full-color, reverse versionWhen placing the logo on a black or dark-colored background, use the full-color reverse logo.

One-color, positive and reverse versionsWhen technical limitations prohibit the use of full-color, use the one-color black or white version of the APTA logo. Use the one-color reverse version logo for placement on the APTA secondary graphic.

File formats There are a variety of file formats available to fit most requirements. Use the guide below to determine which is best for your needs.

• AI (vector): High-quality reproduction used for in offset printing, digital printing, and special applications.

• PNG (raster): High-quality, low compression with transparency support; best used for everyday office use in PowerPoint, Word, etc. Also can be used for web or digital applications.

• SVG (vector): High-quality reproduction used for web or digital applications.

Logo Color Versions

Full-color positive Full-color reverse

One-color positive One-color reverse


There are alternate versions of the APTA logo for various uses.

Small-size limited-use logo The small-size logo is for use in limited situations when the standard APTA logo (with the words American Physical Therapy Association) will not be legible, such as small-sized premium items like a pen.

Avatar The avatar version of the APTA logo is used in online environments, such as the web and social media applications, as a short cut for the APTA logo.

Favicon The APTA favicon is a very small image, usually 16 x 16 pixels, which is used by web browsers to show a graphical representation of the website.

Small-Size Logo, Avatar, and Favicon

Small-size logo

Rounded corneravatar

Circular avatar

Favicon


Placing the logo in a consistent size and area will help unify our communications and ensure that our logo is clearly visible.

Clear space The APTA national logo has greater impact when it is free from other text or graphics competing for attention. Although more space is always recommended, use the height of the “A” in the APTA wordmark (shown as “X”) to measure the minimum required clear space around the logo.

Minimum size To ensure the logo is clearly visible on print and digital applications, minimum sizes have been determined. The minimum size is based on the overall height of each logo configuration.

Clear Space and Minimum Size

Clear space

x

1/2x

1/2x

1/2x

x

x

x

x

Minimum size

Screen: 40 pixels/80 pointsPrint: 12.7 mm/0.5 in

Screen: 20 pixels/40 pointsPrint: 3.175 mm/0.125 in


APTASM

AmericanPhysical Therapy

Association

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The APTA logo is our signature and an important part of our visual identity. Always follow these brand standards and use approved artwork. Here are some common mistakes to avoid. This is not a complete list.

A. Don’t recolor the logo.

B. Don’t outline the symbol.

C. Don’t warp, skew, or stretch the logo.

D. Don’t change the font of the wordmark.

E. Don’t use a gradient in the symbol.

F. Don’t reconfigure or reposition the elements.

G. Don’t change the proportions of the elements.

H. Don’t display or reproduce at insufficient resolution.

I. Don’t alter, add, or combine other text to the wordmark.

J. Don’t have insufficient contrast with the background against which the logo appears.

K. Don’t place the logo over a busy image.

L. Don’t place the logo over textures.

Incorrect Logo Uses

A.

D.

G.

J.

B.

E.

H.

K.

C.

F.

I.

L.


Color Palette

APTA has selected a system of colors that, when used consistently, will reinforce our visual identity in our communications.

Primary color paletteReinforcing the strength of our logo, our primary color palette consists of the rich and vibrant APTA Teal supported by a neutral APTA Gray. These colors are the dominant color expression of our brand, and reflect our heritage, confidence, and honesty, as well as the clarity and simplicity we bring to our communications. APTA Teal and APTA Gray may be used for headlines, titles, subtitles, and headers.

Secondary color palette The secondary color palette offers an array of colors and may be used for subtitles, lead-in copy, charts, graphs, and diagrams.

TintsColor may be tinted for additional flexibility, especially when used in charts, graphs, and diagrams.

Note: Refer to the specifications at rightfor the correct PANTONE®*, CMYK, RGB,and HEX formulas.

Primary color palette

APTA TealPantone 2229C96 M0 Y36 K0R0 G156 B182#009CB6

APTA GrayPantone 446C69 M44 Y46 K44R63 G68 B68#3F4444

Secondary color palette

APTA OrangePantone 152C0 M66 Y100 K0R229 G114 B0#E57200

APTA BluePantone 2174C90 M40 Y0 K0R0 G118 B206#0076CE

APTA Dark BluePantone 7692C100 M45 Y0 K45R0 G85 B135#005587

APTA GreenPantone 369C68 M0 Y100 K0R100 G167 B11#64A70B

APTA RedPantone 7426C5 M99 Y44 K22R164 G18 B63#A4123F

APTA PurplePantone 2597C80 M99 Y0 K0R92 G6 B140#5C068C

* The color values shown here have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standard. Consult correct PANTONE Color Publications for accurate color. PANTONE ® is the property of Pantone, Inc.


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Age category A

Age category B

Age category C

Age category D

85%

75%

65%

40%

Our color palette is complementary and flexible.

We can use color to:

• Set hierarchies and organize information, which helps bring clarity to our communications.

• Highlight critical information and important insights.

• Make communications more dynamic by introducing bursts of color.

• Lead the eye through a journey, enhancing the reading experience.

• Make information clear, simple, and easy to absorb.

Option A The primary color APTA Teal is supported by the primary color APTA Gray. When more colors are needed for icons, charts, and graphs, the color set hierarchy is: APTA Teal/APTA Gray; then APTA Component Blue, then APTA Green.

Option B The primary color APTA Teal is supported by the secondary color APTA Component Blue. When more colors are needed for icons, charts, and graphs, the color set hierarchy is: APTA Teal/APTA Gray; then APTA Component Blue, then APTA Green.

Incorrect useDo not use APTA secondary colors for titles and main headers. APTA Teal/APTA Gray should be the dominant colors, with the secondary palette used to supplement them in charts and graphs.

Using Color in Applications

Option A

Option B

Incorrect use


























Age category A

Age category B

Age category C

Age category D

85%

75%

65%

40%










Age category A

Age category B

Age category C

Age category D

85%

75%

65%

40%


Typography isn’t just what we say, it’s how we say it. It establishes an information hierarchy that can help readers comprehend what you are communicating.

Primary typefaceAPTA Sans is our preferred typeface and should be used for all branded communications, in print and digital. APTA Sans is a humanist typeface that balances the simple lines of a sans-serif with the legibility of a serif. In essence, it’s modern yet approachable. It is available in ten weights and styles. Its primary use is for headlines, titles, and main messaging. To obtain a copy of APTA Sans, please contact [email protected].

Secondary typefaceRoboto is our secondary typeface and should be used for large areas of copy in most branded communications, in print and digital. To obtain a copy, contact [email protected].

Typographic styleOur typographic style is simple:

• Keep the number of styles and sizes to a minimum within one communication.

• Use APTA Sans for titles, subtitles and headers. Titles should be larger to distinguish them from subtitles.

• Roboto should be used for subheaders and body copy. Both are the same size, but subheaders are bold.

• Paragraph alignment should be flush-left/ragged-right, not centered or justified.

Typography

Primary typeface

Email and office applications typeface

Secondary typeface

• Use title case for titles and headlines. For each headline, capitalize the first word, the last word, and all important words in between (adjectives, adverbs, nouns, pronouns, subordinating conjunctions, and verbs). Words longer than three letters should be capitalized. Do not capitalize conjunctions, articles, and short prepositions. AVOID ALL CAPS.

• Italics may be used for pull-quotes or to add emphasis to body copy.

WebsitesRefer to the options below to determine what fonts to use on your website.

1. If your website administration allows you to install custom fonts and Google Fonts, use:

• APTA Sans (Primary) and Roboto (Secondary).

2. If your website administration tools do not allow user-installed fonts but do allow Google Fonts, use:

• Montserrat (Primary) and Roboto (Secondary).

3. If your website administration tools do not allow user-installed fonts or Google Fonts, use:

• Browser defined sans-serif style.

Email and office applicationsFor emails and office applications such as PowerPoint, use Arial.


Photography

Our photo style helps unify our communications, whether in a corporate brochure or a product ad. The subjects in photos will differ, but they will have a common feel in their light, bright backgrounds.

Members and patientsPhotography of members engaged in improving the health of patients, reinforces their dedication and passion. Whether it’s a corporate-product or patient/people-focused communication, photos of member and patient should look consistent.

Whenever possible, use actual patients and professionals. Focus on the “whole” person and not on a body part or condition.

When selecting stock photos or shooting new ones — interior or exterior environments — photos should be full color, with light backgrounds that appear open and airy to reflect a clean, modern look.

When using close-ups of photography, be sure to include the key context of the subject to tell the story. Be sure the cropped photo shows the face of at least one individual and is the ideal format and proportion for the application.

Community, education, and advocacyThe same photo selection criteria should also be applied when featuring our members at event locations. The photography should reflect our brand personality.

Clip art and illustration should not be used.

Members and patients working together

Community, education, and advocacy


Here are some common mistakes to avoid. This is not a complete list.

A. Don’t confuse images of physical training with physical therapy.

B. Don’t crop or zoom too much in so the contextual information gets lost. Unless cropping in on a specific body part for a reason, do not crop out heads, as faces are key to the human element of the brand.

C. Don’t choose dark imagery.

D. Don’t use digital graphics in overlay on the body.

E. Don’t use gimmicky metaphors.

F. Don’t show exaggerated outcomes.

G. Don't show therapists wearing medical scrubs.

H. Don’t use digitally created silhouettes.

I. Don’t use clip art.

Incorrect Photography Usage

A. B.

H.G.

C.

I.

D. E. F.


The secondary graphics are unifying design elements which convey the ideas of transformation and collaboration. They communicate our journey as a profession and are a metaphor for our members' role in helping patients return to well-being. The secondary graphics are derived from our logo’s form and pick up on the angles and curves.

There are two types of secondary graphics: the block graphic and the supergraphic.

Block graphic The block graphic has been designed as part of the five-row grid. It is used as a graphic on its own and/or in combination with imagery. The block graphic is a piece of supplied art that can be enlarged or cropped depending on the format. There are two versions: APTA Teal and APTA Gray.

Supergraphic The supergraphic is a subtle translucent layer that is overlayed onto light, clean imagery. It exists as two shapes: curved and angled. When combined, those two shapes interact with one another and the imagery. Depending on the brightness of imagery, the opacities may be slightly shifted up or down.

To obtain approved artwork, contact APTA’s Brand Team at [email protected]

Refer to the following pages for specifications and examples.

Secondary Graphics Overview

Supergraphic

Block graphic

APTA Teal block graphic

APTA Gray block graphic

Curved shape – APTA Teal and APTA Gray

Left and right angled shape – APTA Gray Left and right angled shape – white

The shapes are derived from the angle and curve found in the arc symbol. The degree of the angle is 65.77°. Never modify or rotate them.


The use of the block graphic reinforces the spirit of our association throughout our communications.

A range of unique artwork patterns for the block graphic has been created for consistency and ease of use. You may extend or shorten the block graphic on the right or left side depending on the application. When cropping the block graphic to fit within your communication, be sure that the essential parts of the graphic, which consists of the angle and the curve, both stay within the crop. The examples on the right show best practice applications.

To obtain approved artwork, contact APTA’s Brand Team at [email protected].

Cropping the Block Graphic

Block graphic

Example usage

Must use full height of block graphic.

Center area of block graphic must be included within crop.

The left and right edge of the block graphic may be extended for long horizontal applications.



A. Don’t crop the center area of the block graphic.

B. Don’t extend the block graphic vertically.

C. Don’t skew the block graphic.

D. Don’t alter the configuration of the block graphic elements.

E. Don’t rotate the block graphic.

F. Don’t change the gradient values of the block graphic.

G. Don’t change the color of the block graphic.

Incorrect Use of the Block Graphic

A.

D.

F.

B. C.

E.

G.


The use of the supergraphic reinforces the spirit of our association throughout our communications.

The supergraphic consists of a layering of the curved and angled shapes. In most cases, the supergraphic is positioned on an image, but there are instances where the supergraphic is positioned on either a white or APTA Teal background.

There are four main color/grayscale variations of the supergraphic:

1. The APTA Teal curved shape combined with the APTA Gray angled shape (10% opacity). The opacity of the APTA Gray angled shape can be adjusted slightly, depending on the image.

2. The APTA Teal curved shape with a 100% white transparent angled shape.

3. APTA Gray curved shape (10% opacity) combined with an APTA Gray angled shape (10% opacity).

4. APTA Gray curved shape (10% opacity) combined with a 100% white transparent angled shape.

Above mentioned opacities of the APTA Gray gradient may be adjusted for subtlety depending on the image contrast.

To obtain approved artwork, contact APTA’s Brand Team at [email protected].

Using the Supergraphic on Photography

1. APTA Teal curved shape with APTA Gray angled shape left.

2. APTA Teal curved shape with white angled shape left.

3. APTA Gray curved shape with APTA Gray angled shape left.

4. APTA Gray curved shape with white angled shape left.

1. APTA Teal curved shape with APTA Gray angled shape right.

2. APTA Teal curved shape with white angled shape right.

3. APTA Gray curved shape with APTA Gray angled shape right.

4. APTA Gray curved shape with white angled shape right.


25% 100%

50%


25%100%

50%


Adjusting the Supergraphic on Photography for Text

The supergraphic overlay on a photo may also serve as a background for text.

The supplied supergraphic (A) comes with a certain degree of gradient. This works well when the text is part of the white space. When the text is positioned on the supergraphic, make sure the text is legible. The example (B) at the far right demonstrates that, by simply flipping the gradient positions, we create a space that allows for the text to be legible on the APTA Teal curved shape.

A. Supplied gradient B. Adjusted gradient



A. Don’t change the gradient values.

B. Don’t intersect or overlay supergraphics over an individual’s face.

C. Don’t change the color of the supergraphic.

D. Don’t interchange the curved and angled graphic colors.

E. Don’t rotate the supergraphic.

F. Don’t use layer effects like multiply.

G. Don’t separate or intersect the supergraphic too closely.

H. Don’t reverse the color out of the supergraphic shape.

I. Don’t use the supergraphic with dark photography.

Incorrect Use of the Supergraphic on Photography

A. B. C.

D. E. F.

G. H. I.


Vertical Grid Overview

Vertical grid layout Vertical grid examples

Vertical grid examples

Our vertical grid structure helps to organize and place each graphic element, including the logo, photography, and text.

The grid structure is very straightforward and divides any given format — print or digital —into five rows.

One row, either at the top or bottom of the format, is kept white for the logo. The logo is always positioned within this white row for maximum legibility. The APTA logo aligns with the top right margin or bottom right margin. The other four rows can be combined to create a larger area for placing photography and secondary graphics. Refer to the previous pages for specifications and examples.

To accommodate larger volumes of text, the format may be divided into three or four columns. Titles, subtitles, and headers align left with the columns. Volume of copy may flow into a single column or across multiple columns.

For digital applications, the logo may align to the left to follow common practices and/or usability considerations.

Secondary graphic

Secondary graphic

Image

Secondary graphic

Image withsecondary graphic

Secondary graphic

Image

Secondary graphic

Image

Row 1

Row 2

Row 3

Row 4

Row 5

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Horizontal Grid Overview

Horizontal grid layout

Horizontal grid examples

Our horizontal grid structure helps to organize and place each graphic element, including the logo, photography, and text.

The grid structure is very straightforward and divides any given format — print or digital — into five rows.

One row, either at the top or bottom of the format, is kept white for the logo. The logo is always positioned within this white row for maximum legibility. The logo aligns with the top right margin or bottom right margin. The other four rows can be combined to create a larger area for placing photography and secondary graphics. Refer to the previous pages for specifications and examples.

To accommodate larger volumes of text, the format may be divided into three or four columns. Titles, subtitles, and headers align left with the columns. Volume of copy may flow into a single column or across multiple columns.

For digital applications, the logo may align to the left to follow common practices and/or usability considerations.

Row 1

Row 2

Row 3

Row 4

Row 5


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Secondary graphic

Image

Secondary graphic

Image

Secondary graphic

Image withsecondary graphic

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For limited-use applications, the two elements of the supergraphic — curved shape and angled shape — may be used separately as holding shapes for photography. Both shapes are following the same five-row grid system, and the logo always appears on white.

The placement of the APTA logo should be along the bottom, aligned to the right.

Supergraphic as a Holding Shape

Curved holding shape

Angled holding shape

The shapes are derived from the angle and curve found in the arc symbol. The degree of the angle is 65.77°. Never modify or rotate them.

Row 3

Row 4

Row 5

Column 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

Row 2

Row 1


Icons use well-recognized images and shapes to quickly communicate simple ideas. Icons help users find important information and make content more scannable.

Icons should tie back to content in a way that makes it easier to digest. Icons should not be used for illustrative or decorative purposes, but rather to help communicate ideas and provide readers with actionable direction.

Our icons fall into two general categories:Functional and narrative.

Functional icons Functional icons help communicate actionable tasks like “search,” “share,” or “next” and are especially helpful in web situations.

Narrative icons Narrative icons can be used to represent bigger ideas and information regarding financial performance, processes,meetings, or conferences, for example.

Applying colorWhen applying color to an icon, select one color from the color palette. To create a two-toned icon, use the selected color at 100% for part of the icon, and a 50% tint of the same color for another part of the icon.

Iconography

Narrative icons

Functional icons

29September 2019, Version 1.0

Applications

December 2019, Version 1.0 30Applications

APTA Visual System Overview

The examples on this page and the following pages bring the APTA brand elements together in a range of print and digital applications.

A. Brochure cover

B. Brochure inside spread with iconography use

C. Fact sheet

D. PowerPoint cover slide

E. Business cards

F. Email newsletter

G. Horizontal web ad

A.

D. E. F.

G.

B. C.









Imagery/content

SupergraphicProviding Safe Solutions for Pain

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Ad qui audire

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Main Title Goes Hereon One or Two LinesSubhead goes here on one line

June 6, 2019

Short Title Goes Here on Three Lines.






Ad qui audire

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3030 Potomac Ave.Alexandria VA 22301Direct / 703-706-3162 [email protected]

Justin Moore, PT, DPTChief Executive Officer


Block Graphic Usage in Print

Brochure covers One-pagers









Imagery/content







Ad qui audire



Imagery/content







Ad qui audire




Block Graphic Usage in Digital

Email

Web ad

Horizontal web ad

PowerPoint






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June 6, 2019


June 6, 2019




Learn more


Learn more


Supergraphic Usage on Photography in Print

Brochure covers One-pagers

Annual Report2020

Annual Report2020







Imagery/content

Supergraphic

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Imagery/content

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Supergraphic Usage on Photography in Digital

Email

Web ad

Horizontal web ad

PowerPoint





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June 6, 2019


June 6, 2019




Learn more


Learn more


Supergraphic Holding Shape Usage in Print and Digital

Email Flyer

Web ad Horizontal web ad








Providing Safe Solutions for PainProviding

Safe Solutions for Pain

Learn more Providing Safe Solutions for Pain

Learn more

Brochure cover Brochure cover




Inside Spreads

The consistent use of the visual elements within inside spreads — from the block graphic to the supergraphic, text, type sizes, and colors — will ensure a consistent expression across APTA communications.

APTA Teal should always be the most dominant color on communications. The secondary color palette may be used more on interior layouts for charts, graphs, diagrams, and photos.

Tints of the primary and secondary colors may be used sparingly to create visual hierarchy or delineate between data points in charts, graphs, and diagrams.











Improving Health and Quality of Life

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31%

50%

21%


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Cobranding


December 2019, Version 1.0 38Cobranding

As part of our business, we frequently cobrand with other organizations. A consistent approach that is replicable across a range of applications ensures we maintain the integrity of the APTA brand. The examples on this page illustrate basic rules that can be used for most cobranding scenarios.

Striking visual balance The arrangement, scale, and alignment of partner logos to the APTA logo in cobranded materials communicate partnership and a shared goal of serving our members.

The goal of scaling logos for cobranded collateral is to achieve visual balance with the APTA logo.

In most cobranded situations when the APTA logo is positioned at the top right, the partner logo is positioned at the bottom right. And when the APTA logo is positioned at the bottom right, position the partner logo at the bottom left. However, if a specific application requires that the APTA logo and the partner logo appear side by side in close proximity, always use a black vertical rule (.5 point) to provide visual separation.

Cobranding Overview

In application

Color versions

Cobrand

Cobrand

Full-color positive

One-color positive

Cobrand

Cobrand

One-color reverse

Full-color reverse

.5 point rule

CobrandCobrand2

units

2 un

its

2 un

its

2 un

its

CobrandCobrandContinue the pattern when including multiple logos.

Cobrand Cobrand

Lorem IpsumDolor Sit EtiamPerturbem.

123 StreetnameCityname, ST 12345

Cobrand

Size parity and multiple logo lockup


APTA Messaging

December 2019, Version 1.0 40APTA Messaging

Overview

With the rollout of the new APTA brand, we have a unique opportunity to reengage with key audiences. It’s a chance to clarify the value we bring – and the difference we make – to the profession.

By communicating the ideas you’ll find in this guide, you can spark new conversations and prompt action – excite, inspire, inform, and build support for APTA as we enter our second century.

This guide is for anyone writing for APTA at the national level.

Chapter and section communicators may also find useful messages, but they are not the focus of this guide.

December 2019, Version 1.0 41APTA Messaging

How We Use Our Messages

There are three groups of messages:

1. Overarching brand messages — These should be communicated to all audiences, but only in context and when appropriate.

2. Ongoing audience messages — Similar to the overarching messages, these are specifically targeted at key groups: Current and prospective members, legislators, and internal stakeholders (including staff).

3. Launch messages — These are distinct audience messages about our new brand, to be delivered pre-launch, at launch, and in the weeks and months following launch. Unlike the ongoing messages, these will be retired once the new brand is established.

Each group is divided into main messages and supporting messages.

• Main messages are the ideas that should underpin and inform what you say. They are the “leave-behind” thoughts that we want our audiences to remember. That’s why they’re simple and limited.

• Supporting messages add credibility and dimension to each main message. Use these at your discretion to support your copy; some may be highly relevant to a given piece, others less so.

Our messages are designed to inform your work. Think of what’s on these pages as a communications guide designed to facilitate your own creativity. Messages are simple, “sticky” ideas, not scripts or boilerplate copy. The words you use should come from you.

• Think of each main message as what you want the audience to remember long after they’ve read your copy. It is the central idea behind your words and can be expressed in many ways.

• The words you use and the tone you employ are how you deliver the message. Keep the central thought in mind as you write, but avoid mere repetition of it. You should avoid using any of these messages verbatim.

• Our main messages are short for a reason. Their simplicity makes them both memorable and flexible, with meaning that can change depending on context.

• Our supporting messages drive each main message home. They are where proof, detail, and nuance come in to add depth and meaning to the central thought contained in the main message.

• It is not necessary to include every message in every communication, but you should always keep them in mind.


Overarching Brand Messaging

December 2019, Version 1.0 43APTA Messaging - Overarching Brand Messaging

What We Want All Audiences to Remember

Main message one Leadership — APTA is the leading voice for the physical therapy profession. This message communicates that APTA is the respected expert advocating for the profession at large.

Supporting messages

• Our advocacy for the physical therapy profession has earned the respect and trust of health care providers, legislators, and the community.

• We listen to our members to understand their issues and challenges, and advocate for them by working with key policymakers and payers.

• APTA leadership collaborates with chapters and sections, supporting their efforts to advance the profession and empower their members.

• APTA leads the way in raising public awareness about the benefits of physical therapy.



Main message two Results — Through our work, APTA gets meaningful results. This message communicates that APTA is highly effective in its efforts to effect positive change that benefits our members nationwide…and the people they serve.

Supporting messages

• We are forward-thinking and lead the way by developing strategies for the future of the profession.

• We are the national voice for our members, working to enact public policy that advances physical therapy as an essential part of health care.

• APTA’s leaders, experts, and staff are committed to working in the best interests of our members and the profession.

• We are able to act on a global scale. We collaborate with international partners on issues of vital importance to the physical therapy profession.

• APTA gets results in many ways — through advocacy, policy change, public awareness, research, education, and empowerment of our members.

• APTA increases awareness of the value of physical therapy. We break down barriers to give consumers greater access to physical therapy.



Main message three Empowerment — APTA provides members a pathway to success. This message communicates the tangible value of APTA membership at the national level.

Supporting messages

• Members of APTA benefit from enhanced visibility.

• APTA provides quality educational opportunities, experiences, and networking that enable professional advancement and leadership growth.

• Members get the tools and resources they need to advance their careers — access to news, information, research, and expertise that inform their work.



Main message four Community — We are a strong and inclusive community. This message communicates that APTA’s strength comes from our members.

Supporting messages

• APTA is a professional home for health care providers with a shared vision of what physical therapy can mean to themselves and to the people who benefit from it. There is a strong sense of community and inclusion that gives members the confidence to act.

• APTA is a catalyst, leading by example and encouraging members to become advocates for the people under their care. Our support inspires confidence in our members and trust in APTA.

• Our members have a connection that goes beyond the professional. APTA members truly think of themselves as part of a family — a #PTfam.



Main message five Credibility — United by a common purpose, APTA and its members demonstrate the value of the profession. This message communicates that respect, effective change, and empowerment come from collective action and mutual support.

Supporting messages

• Through the unifying power of members nationwide, APTA changes the visibility and perception of the profession among the public, community leaders, and the health care profession at large.

• We partner broadly with legislators, experts, and for-profit and non-profit organizations to advance our mission and vision.

• APTA clarifies the role of physical therapy within the larger scope of health care as an essential contributor to individuals’ health and well-being throughout life.



Main message six Making a difference — Through the work of APTA and our members, people’s lives change for the better. This message communicates that APTA’s strength comes from our members.

Supporting messages

• With the help of APTA, members are better able to reach their full potential and empower people to make informed health care choices.

• We create new opportunities to serve the community through advocacy, local action, and the professional empowerment of our members.

• By promoting cross-disciplinary collaboration among our members and the health care profession as a whole, we work to improve the health of society.


Ongoing Audience Messaging

December 2019, Version 1.0 50

Current and prospective members

Both APTA members and prospective members we are trying to recruit. Most message points are the same for these groups so they have been combined for simplicity. There are important exceptions, however, and these are clearly identified.

APTA Messaging - Ongoing Audience Messaging

About Ongoing Audience Messaging

To communicate effectively, it’s necessary to know your audience — what motivates them, what they’re hoping to achieve, what’s standing in their way, and how we can help them.

In this part of the guide, you’ll find audience insights for three key audience groups:

Staff and internal stakeholders

Individuals directly associated with APTA, including staff, the board, and component leadership.

Legislators

Policymakers who are in a position to help advance the profession in service to their constituents.


Current and Prospective Member Audiences


December 2019, Version 1.0 52APTA Messaging - Ongoing Audience Messaging

Understanding the Current and Prospective Member Audiences

In addition to the messages, you should be familiar with our vision, mission, and brand platform. As with messaging, these words are provided only as thought starters for your own writing.

Note: All member messages also apply to prospective members. Those specific to prospective members are called out.

What are their goals?

• To help people take a hands-on role in improving lives.

• To build a high-demand career that enables them to pursue their life dreams.

• To be respected in the health care community and properly compensated for what they do.

What stands in the way?

• Low perception of the value membership brings; often left out of programs available to physicians.

• Financial pressure (low pay, debt).

• High workload and administrative burden that leaves little time for quality patient care training.

• Stifling laws and regulations.

• Prospective members: Lack of access to knowledge, resources, and professional development opportunities.

How does APTA help?

• Raising awareness, changing perceptions, and effecting policy change to elevate the profession.

• Setting a direction for the profession in terms of education and career advancement.

• Providing access to tools, resources, research, education, and professional development opportunities.

• Creating a cohesive community of like-minded professionals.



Main message one Leadership — Together, we are stronger. APTA members are empowered to speak with one voice. This message works for both members and prospective members, providing motivation to be part of APTA.

Supporting messages

• Membership in APTA sends a message that you are invested in and passionate about the physical therapy profession and the value you bring. It is a commitment to leadership, for the profession and for you as an individual health care provider.

• Adding your voice to ours gives you (and us) strength and visibility.

• We provide the tools, resources, content, and access to experts, all of which can help you become a leader and advocate for the profession and for your patients and clients.

• Prospective members: Our 100,000+ member base is what makes the association the premier voice for positive change in the physical therapy profession and its role in improving the health of society. Your participation as a member can strengthen and enrich that voice.



Main message two Results — We stand with you, helping you reach your full potential. This messages communicates that members can rely on APTA to deliver on its promises to the individual, the profession, and society as a whole.

Supporting messages

• As the premier national voice of the profession, we value and support positive change at the local and state level.

• What we do on behalf of the profession ultimately benefits you, creating opportunities for you to improve yourself and advance your career.

• Prospective members: We have a proven track record. We are a strong community that is advancing the profession and expanding growth opportunities for individual providers. Your membership helps continue that work.



Main message three Empowerment — We provide the tools you need to advance your career. This message ties APTA member benefits directly to professional success.

Supporting messages

• APTA offers you high-quality educational opportunities, experiences, and networking that enable professional advancement and leadership growth.

• Membership gives you the tools and resources you need to stay at the forefront, advancing your career and becoming the best you can be — access to news, information, research, and expertise that can inform your work every day.

• Prospective members: Joining APTA can help to accelerate your career, leading to greater personal success.



Main message four Community — The APTA community offers a pathway to reaching your personal and professional goals. This message speaks to meaningful support that goes beyond the perks of membership.

Supporting messages

• We actively encourage and guide you, standing behind you and helping you make the most of the information and opportunities we provide.

• The value of APTA membership goes beyond member benefits and resources. It’s also about access to knowledge, best practices, and people who can help you advance toward your goals.

• Prospective members: We give you access that you do not currently have — to trusted experts, professional networks, and a diverse community of dedicated health care providers.



Main message five Credibility — As an APTA member, you become part of an esteemed group of professionals. This message communicates that APTA membership offers recognition among health care professionals, peers, and the public.

Supporting messages

• Membership in APTA demonstrates your commitment to professional growth, to employers, to the people under your care, and to the larger community.

• We provide recognition of your qualifications and expertise, and the value you bring to health care and your patients and clients.

• We help you raise public awareness about the value of physical therapy as part of the larger universe of treatment options (e.g., physical therapy as an alternative to opioids for pain management).

• Prospective members: By joining APTA, you benefit from your affiliation with a highly respected professional organization that can influence policy on a national level.



Main message six Making a difference — Membership in APTA helps you better serve people. This message communicates that membership in APTA is directly tied to the member’s ability to be a more effective physical therapist or physical therapist assistant.

Supporting messages

• The resources, education, and opportunities we provide help make you more effective in your career.

• We help shape best practices that improve your ability to deliver better care and generate more positive outcomes for the people who benefit from your services.

• We help to break down barriers, enhancing access to physical therapy for those who need it.

• We offer you tools to do your job better, from skill development to patient and client education. This makes a real difference in peoples’ lives.

• Prospective members: Joining APTA increases access to resources and new opportunities. Membership expands your ability to achieve your goal of providing care to others.


Staff and Other Internal Audiences



Understanding the Staff and Other Internal Audiences


• Want confidence that their perspectives, abilities, and contributions are respected and valued.

• Want to build a rewarding career in which they see their ideas brought to fruition and understand the impact they have.

• Want to take action that helps members, especially through greater recognition and compensation.

What stands in their way?

• Organizational complexity.

• Inconsistent understanding of priorities.

• Lack of understanding about how members define value.

• Volume of work.

• Feeling unable to tell members “no.”

• Insecurity that a unified brand will diminish their personal expertise or value.

How does APTA help?

• Listening and responding to the staff's point of view.

• Helping staff focus on work that delivers on the brand platform.

• Building stronger connections among our products, services, and components.

• Improving tools, processes, and technology.

• Increasing the value of membership.

• Making it easier to understand what we provide.



Main message one Leadership — Take pride in being a part of the leading voice for the physical therapy profession. This message telegraphs that APTA is the best place to be for those who want to contribute to physical therapy as a profession.

Supporting messages

• You are part of a strong, 100,000+ membership organization dedicated to advancement of the profession, the success of our members, and the health of people.

• We draw a clear distinction between physical therapy and other health care fields. We understand the vital importance of the profession.

• Our members count on us and value our work. What we do as an organization matters.

• At APTA, you have a unique opportunity to make a significant impact on the entire profession. We provide a megaphone that amplifies your influence.



Main message two Empowerment — Without you, what APTA strives to accomplish would not be possible. This message communicates that APTA staff and stakeholders are essential to the results we achieve.

Supporting messages

• You are an integral part of the process; a change-maker whose contributions and opinions are valued.

• APTA stands behind you, supporting your work and your development as a professional. Your success is our success.

• We give you the tools to advance in your career and make a difference, from continuing education to leadership training and development opportunities.

• We encourage cross-functional collaboration to seed new ideas and share knowledge across the organization.

• We help component leaders work together and be more effective by providing meeting venues, tools, and meaningful content.



Main message three Commitment — We are committed to continuous improvement and excellence. This message shows that APTA is never satisfied with the status quo. There are always opportunities to do better.

Supporting messages

• We live the values we all share as people, professionals, and part of the APTA family.

• We strive to live up to expectations and deliver on our promises.

• We recognize the strength that springs from diversity, equity, and inclusion, and work to increase all three.

• We acknowledge contributions and initiatives that make a positive impact.

• We are a learning organization, listening and responding to feedback, and applying lessons learned as we move forward.



Main message four Making a difference — With your help, lives can, and do, change for the better. This message forges a link between what APTA does to help people and the staff/internal stakeholders and members who make it happen.

Supporting messages

• APTA takes on meaningful work that has a real impact, not only on our members and the profession, but the health of individuals.

• Our profession matters. Through what we do and the accomplishments of our members, people live better, healthier lives.

• All of us at APTA are here to help people make a difference.

• All of us have a passion for the profession and for helping others. APTA gives you opportunities to help both professionally and personally, e.g., community service.


Legislator Audience



Understanding the Legislator Audience


• Want to stay in office by connecting with constituents and helping them.

• Want to demonstrate that they are effective.

• Want clear, concise information they can trust.

• Want to work with trusted partners who have a solid track record of accomplishment.

What stands in the way?

• Conflicts of interest: Cannot please all the people, all the time.

• Distractions: Too many priorities, lack of time and energy to focus.

• Political pressure.

• Procedural/process issues.

How does APTA help?

• Facilitating connections to constituents.

• Providing accurate information and coherent messaging from the profession.

• Supplying evidence to support policy recommendations.

• Contributing to campaigns.

• Helping to form coalitions.


Legislator Audience

Main message one Leadership — APTA is a leading national advocate for the health of your constituents. This message establishes APTA as a respected authority and subject matter expert, worthy of attention.

Supporting messages

• We share common goals and have a collaborative approach to addressing health care issues, such as the opioid crisis.

• We are the leading voice of the physical therapy profession. APTA represents more than 100,000 members nationwide with a shared dedication to improving health.

• APTA members are important participants in the health care landscape, delivering care in multiple settings and across the continuum of care.

• APTA’s direction and member guidance is consistent with value-based health care.


Legislator Audience

Main message two Effectiveness — APTA is an effective partner, able to help you advance your policy agenda. This message demonstrates that APTA can help legislators directly in their efforts to create meaningful change that improves the lives of their constituents.

Supporting messages

• We are focused on outcomes and driven by evidence-based practice. APTA has a long history and a proven track record of advancement in health care policy. With a member base of more than 100,000, we are able to improve the lives of people across the country.

• We help you shape policy by providing access to concise, accurate information, primary research, experts, and the stories of people who have benefited from physical therapy, to put a spotlight and human face on what our members do for your constituents.

• We help you and your like-minded legislators become more effective by advocating on your behalf and partnering to advance policies that help your constituents. We support you through campaign contributions, policy expertise, events, and educational/messaging outreach.

• We serve as a sounding board and a forum for engagement, helping you understand the issues and policy priorities that can best benefit your constituents.


Launch Messaging

December 2019, Version 1.0 70APTA Messaging - Launch Messaging

About Launch Messaging

Messaging for a brand launch is different from ongoing messaging because:

• It is about a notable event. This is the moment of first impression; the best opportunity to establish the “big ideas” about the new brand in the minds of external audiences.

• It also addresses specific “why, when, and what” questions.

For these reasons, launch messages are more explicit and vary markedly by audience. Unlike ongoing messaging, launch messages have a limited life and will eventually be retired.

There are three phases for each of the three key audience groups: current and prospective members, staff and other internal audiences, and legislators.

1. Pre-launch — The weeks and months leading up to the brand launch, during which the organization prepares for launch day.

2. Launch — The day on which the brand is revealed to the world.

3. Post-launch — The period following launch, during which awareness of and support for the new brand builds.



Launch Messaging


Understanding the Current and Prospective Member Audiences

Current and prospective members do not need as much detail as internal audiences in the run-up to brand launch. The event itself is the time to speak in depth to external audiences, because that is when the new brand will garner the most attention and prompt questions. For this reason, internal stakeholders need to be educated and ready to live the brand at launch.

Launch messaging for current and prospective members is essentially the same. Members will have some additional questions and concerns; messages that address these are clearly identified.

• Pre-launch — Aim to excite and build anticipation. It is important to avoid over-explaining at this stage.

• Launch — Celebrate, inform, and educate about what’s changing, what’s new, and what it means. Most of the messaging for members and prospective members will be focused here.

• Post-launch — Reinforce and build awareness by living the brand and bringing new energy to interactions.



Pre-launch main message one What’s happening and why? — We are preparing for our centennial by celebrating our accomplishments and embracing our progressive spirit. This message leverages the centennial as a rallying point to build excitement.

Supporting messages

• We’re building on 100 years of success by positioning ourselves for the next 100 years.

• The profession is evolving and so are we. Our new brand represents an investment in the future to maximize our impact.

• We’re sending a message that symbolizes our unity and ability to work together for the benefit of the profession and the public it serves.

• By creating a more unified brand, we strengthen our voice and our ability to represent and advocate for our members, the physical therapy profession, and the people we serve. Our new brand will better reflect our accomplishments, the dynamic nature of the organization, and our leadership in the health care industry.

• Rebranding is about much more than a new look. We’re making improvements that will help us communicate more clearly nationwide and at the local level, so all of APTA can do a better job of representing and empowering our members.



Pre-launch main message two What should I look for and when? — Soon, APTA will gain a new face and a refreshed focus. This message gives the broad details of what to expect, with an emphasis on what will be visible to members and a hint at the deeper meaning. Diving into the details before launch would be premature.

Supporting messages

• Look for our new brand logo and visual look and feel in June 2019.

• Our new website will launch mid-year 2020.

• State chapters and sections also have the opportunity to adopt the new brand and may reveal their new look prior to APTA doing so.

• The new visual brand will be adopted over the next 12 to 18 months.

• Stay tuned… there’s much more to come.



Launch main message one What’s new and what does it mean? — By aligning under a unified brand, we’ll be more effective than ever. This message signals unity and shared purpose that benefit the organization and our members.

Supporting messages

• A unified brand symbolizes our ability to work together by providing a platform that connects our 18 specialty sections and 51 chapters, while still recognizing and respecting the uniqueness of each individual component.

• Our new website will be more intuitive, streamlined, and useful than before. It will be easier for our members to understand all the valuable things APTA does for them, making it easier to engage and benefit from their membership.

• A fresh approach keeps APTA relevant and contemporary to attract new members and build strength for the future. We’re working to build a larger, more diverse and engaged community by creating new opportunities to attract and engage student members and early-career members.

• The new brand gives us a stronger voice that will increase our influence and efficacy as the leading advocate for our profession.



Launch main message two What’s staying the same? — We’re committed to keeping our promise to members and components. This message reassures members and prospective members that the brand change is a positive thing.

Supporting messages

• We listened to your feedback when making decisions about the brand. APTA’s core values remain unchanged. The new brand has been launched to make us stronger and more effective.

• You will continue to enjoy all the benefits you expect from APTA.

• APTA’s chapters and sections will continue to operate autonomously to support the specialized needs and interests of their members.

• Components will continue to benefit from the full support, expertise, and resources offered by APTA.

• APTA is developing resources to assist components with rebranding to align with APTA. Components will determine if and when they will transition to the new brand.



Post-launch main message one A wise move — The new brand is a smart investment in the future. This message reassures members who may be concerned over the use of their dues. Note: This message is primarily directed at current members.

Supporting messages

• The new brand helps us pivot from 100 years of accomplishment to the next 100 years by clarifying our value and creating unity. This will increase our efficacy and relevance, paying great dividends for our members and the profession.

• The brand is part of a series of cost-effective investments, including the building of a new, more efficient headquarters.

• We are transitioning to the new brand in an environmentally responsible and cost-conscious manner, allowing existing inventories of branded material to deplete over time to minimize waste.



Post-launch main message two Rediscover APTA — Explore all we're becoming. This message encourages members to re-engage, and invites prospective members to fully explore what APTA membership can offer them.

Supporting messages

• We’re communicating in a whole new way. You may find there’s more to APTA than you thought.

• Explore our new website and check back regularly for new developments.



Launch Messaging


Understanding the Staff and Other Internal Audiences

Staff and other internal audiences will understandably have many questions about the new brand. It is essential to communicate clearly to build support.

• Pre-launch — The internal audiences, especially staff, need to know a great deal prior to launch so that they can start “living the brand” and deliver an enhanced member experience on day one of the new brand.

• Launch — At launch, internal stakeholders should have had their questions answered and be well aware of what the new brand means.

• Post-launch — Build unity by continuing to communicate the brand platform to internal audiences.



Internal pre-launch main message one Why are we rebranding? — The world, our profession, and our membership are evolving. So must we. This message communicates the reasons behind the rebrand. APTA must change to stay relevant.

Supporting messages

• We engaged in a strategic review prompted by inconsistent membership growth trends and changes in the health care landscape. We gathered input from national and component leadership, the Board, staff, and members, using that data to help make decisions about the brand.

• The unified brand initiative, along with a new strategic plan, grew out of the findings of this review.

• We identified a need, and an opportunity, to assert APTA’s leadership of the profession more forcefully by unifying our messaging and leveraging our highest and best use to advance issues of importance at every level.



Internal pre-launch main message two What will the new brand accomplish? — The brand will propel our success by enabling us to speak with one voice. This message communicates the benefit to the organization of rebranding.

Supporting messages

• Until now, our branding has been highly fragmented with chapters, sections, and APTA programs developing their own logos and visual identities. This approach diluted the value of the APTA brand.

• By unifying the brand and breaking down silos, we can embody the true strength of membership across the country while continuing to support the important role our members play in the health of their communities.

• Our unified brand will offer opportunities to think and work creatively toward the highest and best use of our talents and expertise, to benefit the association as a whole.

• Through the new brand it will be clear that, when people hear from APTA, they are hearing from the leader of the physical therapy profession with strong membership and roots in communities in all 50 states, the District of Columbia, across the life span, and in all health care settings.

• The new brand will help us recharge member growth and raise awareness among all audiences about the value we bring.



Internal pre-launch main message three What is a brand exactly? — A brand is much more than a logo. It’s a promise, an identity, and experiences, all combined. This message gives clarity around the brand platform and promise.

The APTA brand platform This platform is the foundation of the APTA brand. It is what we live and breathe, every day. It comes out in the way people experience the brand, through every interaction we have with members, the public, and one another.

• Our brand promise — Why members choose us: With APTA I get the trusted leader for the physical therapy profession, empowering me to thrive and to make a difference in people’s lives.

• Our brand pillars — What we provide: Advocacy, public awareness, knowledge and resources, and community.

• Our brand personality — How members describe us: Strategic, passionate, inclusive, impactful, and caring.

• Our brand impact — How we make members feel: Inspired, empowered, connected, and valued.



Internal pre-launch main message four What is changing? — The changes are designed to better communicate our value. This message lays out notable changes.

Supporting messages

• There will be a new logo and an associated visual identity. These will be revealed in June 2019 as part of the brand launch.

• We are developing new brand guidelines for all staff. We will support you with the transition to the new brand via group workshops, one-on-one training, and regular updates.

• A new, more streamlined and easier-to-navigate national website bearing the new look and feel will be launched in mid-2020.

• New branded materials including marketing communications and business cards will be introduced in stages over the next 12 to 18 months. As existing materials are used up, the new brand will continue to roll out.

• We have developed new ongoing messaging for members, contained in our new brand guidelines, to be delivered going forward.

• We are also streamlining our visual identity and finding ways to simplify the naming of programs, chapters, and sections to make them easier to understand.



Internal pre-launch main message five When is this happening? — Rollout begins in 2019 and continues into 2021, as we go into our centennial year. This message lays out the general timeline.

Supporting messages

• Look for our new logo and visual look and feel in June 2019.

• Our new website will launch mid-2020.

• The new visual brand will be adopted over the next 12 to 18 months.

• As we get closer to the date, you will get advance notice of further plans and events.

• Components will adopt the new brand if and when they are ready. We are working to support their transition to the new brand with a Component Brand Support Program.

• Stay tuned… there’s much more to come.



Internal pre-launch main message six What do I need to do before launch? — Get ready, so you can express the new brand with confidence. This message prescribes key staff actions prior to launch.

Supporting messages

• Your contributions to making APTA a success over the last decade are greatly appreciated. That investment and dedication will propel us forward as the new brand launches. Remember that we’re here to help, so feel free to ask questions and offer your input.

• Refresh yourself on our brand promise and platform, and think of ways to incorporate the elements into your daily interactions. Each of us needs to not just know the brand, but live it.

• Take the initiative to act on changes you can make to reflect and support the new brand — new behaviors, things you can do better, and things you should change to help us fulfill our brand promise.

• Get familiar with our messaging and brand guidelines, and think about how you’ll use both once the brand launches.



Internal launch main message one What do I need to do on launch day? — It’s launch day. Time to engage and start delivering on our brand promise. This message sets out actions to take on launch day and immediately after.

Here's how you can participate:

• Remember that we’re here to help, so feel free to ask questions and offer your input.

• Make sure you’re thoroughly familiar with the member audience launch messaging. Be prepared to answer questions, and find opportunities to send messages when and where appropriate, using your own words.

• Also look for opportunities to use our new ongoing messaging, again, using your own words.

• When the new website launches, take the time to thoroughly explore it.

• Talk with colleagues and members about the new brand and what it means. Share your thoughts, impressions, and ideas on how we can communicate the new brand. This is an exciting time and we should be celebrating!



Internal launch main message two What do I need to do from now on? — Work to build and reinforce the brand, every day, in all that you do. This message sets out actions to take on an ongoing basis.

Here's how you can participate:

• It’s through you that the brand comes to life, and your contribution is greatly appreciated. Remember that we’re here to help, so feel free to ask questions and offer your input.

• Make the brand platform part of your day by day thinking about its elements and what they mean.

• Revisit the brand platform and ongoing messaging from time to time, to make sure you fully understand and remember it.

• Find opportunities to leverage our ongoing messaging and communicate our value.

• Share new ideas, successes, and lessons learned so we can all do a better job of building the brand.

• Be aware that you are the brand. What you do, what you say, and how you think about APTA matter.


Legislator Audience

Launch Messaging


Understanding the Legislator Audience

Like the member and prospective member audiences, legislators will be interested in what the new brand means for them. However, they have little time and many distractions, so it is important to be succinct and not oversell the new brand.

• Pre-launch — This should be a “heads-up” to set expectations for something positive to come.

• Launch — This is our opportunity to convey why the brand is a good thing for legislators.

• Post-launch — This reinforces the value of APTA and our strengthened value proposition.


Legislator Audience

Pre-launch main message one What’s happening and why? — We are making changes to become more effective advocates. This message places the rebranding initiative in context, giving the legislator audience a reason to care.

Supporting messages

• APTA has long been the leading voice for the physical therapy profession, representing members nationwide, and working with legislators and


Legislator Audience

Launch main message one What will this accomplish? — We’re strengthening our value proposition to increase our impact and get results. This message communicates that we’re clarifying our role and enhancing the value we bring.

Supporting messages

• Our new brand embodies unity of purpose as the leading organization representing the physical therapy profession. It will help APTA attract new members and build strength for the future.

• The new brand signals the ongoing strength, commitment, and professionalism of members in all 50 states and the District of Columbia.

• The new brand will clarify the role of the physical therapy profession within the health care community, helping you advocate for the health of your constituents.

• Note: Brand launch is an opportunity to reinforce our value by leveraging ongoing legislator messaging. Do not limit messages to those shown here.


Legislator Audience

Post-launch main message one Renewed commitment — Our unity and improved visibility makes us a better partner for you. This message reinforces the value of the new brand.

Supporting messages

• The new brand provides a stronger platform for communicating our — and your — leadership on health care issues that impact our members and the constituents in the communities they serve.

• Note: In the period immediately after brand launch, APTA will gain increased awareness and attention. Take the opportunity to reinforce our value by leveraging ongoing legislator messaging.

94

Writing Style Guide

September 2019, Version 1.0 94Writing Style Guide

December 2019, Version 1.0 95Writing Style Guide

Overview

APTA follows the Associated Press (AP) Stylebook to maintain a consistent brand identity. AP style is designed to help writers create content for wide and diverse audiences who may not be experts in the content area. In addition to following AP style, APTA is committed to health literacy — communicating simply and clearly, not just for the consumer website and the media, but in all APTA communications. APTA also has specific guidelines that cover situations unique to the association.

Following are the most common high-level style guidelines for written materials. Special communications such as advertising copy may have exceptions.


High-Level Style Guidelines

Capitalization

• For proper nouns, headlines, and titles of works, use title case (capitalize the first letter of the beginning word; each word that is a noun, pronoun, verb, adjective, or adverb; and all other words of four letters or more). Capitalize “To” in infinitives, such as “ChoosePT Campaign To Be Recognized With National Award.”

• For subheads, captions, and bulleted lists, use sentence case (only capitalize the first letter of the first word except for proper nouns, and end with a period).

• Use title case for a person’s job or other title when the title directly precedes the name without a comma. Otherwise, use lower case.

• Use lower case for the following unless they are part of a proper noun or title: physical therapy, physical therapist, physical therapist assistant, association, academic degrees.

Citations, References, & Sources

• In general, cite sources informally within the body of the material rather than in footnotes or endnotes, except for scientific or academic-type papers.

• Keep in-text citations short but include enough information to lead someone to the source, such as lead author name, title if not too long, publication name and date, and organization name.

• If in-text citations are awkward or disruptive to the content, or if the material is a scientific or academic paper, use the author’s or entity’s name and year in parentheses in the text with an alphabetical list of the sources as an endnote. Endnotes should include as much of the following as you know: Up to three author names (add “et. al.” if there are more), title, publication or organization name, publication date, and url or doi. Don’t include an “accessed” date.


High-Level Style Guidelines

Numbers & Symbols

• Ampersands are acceptable in headings and in brief content such as graphics and social media, and when a proper noun uses an ampersand in its name or title, such as Procter & Gamble.

• Use the percent symbol (%) and no space when paired with numerals; do not spell out “percent.”

• Use the dollar sign ($) or other value sign before a numerical monetary value.

• Spell out cardinal numbers one through nine, except for obvious measures (height, width, length, depth, weight, distance, speed, volume, monetary value, percent, and calendar date). The rule applies even in a series of numbers.

• Spell out ordinal numbers first through ninth. For numbers 10 and higher, don’t use superscript for “th” after the numeral.

• Don’t add “st,” “nd,” “rd,” or “th” after a calendar date when you include the month.

Titles of Works & Organizations

• Use quote marks (no italics) and title case for books, films, papers, chapters, articles, and similar works.

• Use title case only (no quotes or italics) for compilations of works such as magazines, journals, newspapers, and reference materials.

Punctuation

• Use serial commas, meaning there is a comma before the word “and” when a sentence includes a series of items. (Note: APTA style differs from AP style.)

• Use em-dashes ( — ) sparingly, to offset or add a twist to a point for emphasis. Include a space before and after the em-dash.

• Use en-dashes ( – ) to indicate a range, such as times, dates, or years. Include a space before and after the en-dash. Note: That for year ranges, include only the last two digits of the ending year, such as 2020 – 21.

• Use exclamation points sparingly. Avoid more than one in a communication, and never have more than one in the same paragraph. Don’t use multiple exclamation points at the end of a sentence.

• Use a comma to divide a sentence when the first and second parts of the sentence have both a subject and verb. If the second part of the sentence doesn’t have its own subject, use your judgment about whether you need a comma for clarity.

• For bulleted lists, use sentence case (begin every bullet with a capital letter and end with a period) even if it isn’t a complete sentence.

• Use periods in abbreviations, such as St. Louis; a.m. and p.m. (Note: These are lower case); Dr., Ms., and Mr.; N. Fairfax St.; Sr. and Jr. (following a name); and et. al., e.g., and i.e.

• Spell words with prefixes “non,” “post,” and “pre” as a single word with no hyphen, unless the word without a prefix is a proper noun or compound word, such as physical therapy.


Style Guidelines Unique to APTA

American Physical Therapy AssociationRefer to as American Physical Therapy Association or APTA, not the APTA. For most internal materials, you don’t need to spell out APTA. Don’t capitalize association when referring to APTA unless you spell out the full name.

DesignationsThe House of Delegates position “Consumer Protection Through Licensure of Physical Therapists and Physical Therapist Assistants” is intended to decrease consumer confusion by reducing the use of abbreviations after people’s names, while requiring other designations — including non-APTA honors and certifications — to be spelled out. You can learn more at apta.org/designations.

Diversity, Equity, and Inclusion (DEI)The accepted abbreviation for diversity, equity, and inclusion in all written materials is “DEI”—no periods, no “and,” no ampersand (&), and no spaces between the letters.

Governance CitationsFollow this example for citing official APTA House or Board policies: House of Delegates. Vision Statement for the Physical Therapy Profession (HOD P06-13-18-22). American Physical Therapy Association; 2013.

Physical Therapist AssistantUse physical therapist assistant, not physical therapy assistant.

Physical TherapyAlways spell out within materials. PT as an abbreviation generally refers to physical therapist, not physical therapy. Exceptions are for limited space, headings, titles, and graphics.

Physical Therapy Services vs. Physical Therapist Services“Physical therapy services” refers to a clinic, practice, or facility — the setting where services are provided. “Physical therapy practice/clinic/facility” is an appropriate alternative. “Physical therapist services” refers to the services performed by a PT or under the direction of a PT. Exceptions to this rule include materials related specifically to the Centers for Medicare & Medicaid Services, because its official documents often refer to “physical therapy services” in terms of payment.

Review Process All content created by APTA staff needs to be reviewed by APTA’s publications team prior to publishing digitally or in print. To learn about the review process or to ask a question about APTA’s writing style, contact [email protected].

© 2019 American Physical Therapy Association. All Rights Reserved.

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