Brand Identity Standards & Guidelines. PTCB Brand Identity Standards & Guidelines / V.001 / ptcb.org

Transcription

1 Brand Identity Standards & Guidelines 1

2 CONTENTS Our Story 03 OVERVIEW Brand Identity Standards & Guidelines 05 BRAND STRATEGY Mission, Vision & Tagline 07 Services & Target Audiences 08 Brand Principles 09 Brand Values 10 IDENTITY SUITE Primary Logo 12 Secondary Logo 13 Tertiary Logo 14 Acronym Logo 15 PTCB Check Mark 16 PTCB Certified Pharmacy Technician (CPhT) Logo 17 PTCB Certified Compounded Sterile Preparation Technician (CSPT ) Logo 18 PTCB Educator Logo 19 PTCB Employer Logo 20 PTCB State Associate Logo 21 Acceptable Logo Usages 22 Unacceptable Logo Usages 23 COLOR PALETTES Primary Color Palette 25 Secondary Color Palette 26 TYPEFACES Corporate Typeface 29 Typefaces for Print 30 Typeface for Digital & Online 31 RESOURCES Contact 32 2

3 Our Story The Pharmacy Technician Certification Board (PTCB ) was established in 1995 by the American Pharmacists Association; American Society of Health-System Pharmacists; Illinois Council of Health-System Pharmacists; and Michigan Pharmacists Association; and joined by the National Association of Boards of Pharmacy in PTCB advocates for a single national standard for pharmacy technician certification that is recognized and supported by the profession. Establishing a national standard for pharmacy technician certification is consistent with the approach used by other health professions, including the pharmacist licensure process. PTCB is a 501(c)(6) tax-exempt organization. 3

4 OVERVIEW 4

5 Brand Identity Standards & Guidelines PTCB s Brand Identity Standards & Guidelines is a toolkit of the organization s identity suite (logos), color palettes, and typefaces that are associated with the PTCB brand. These graphic components and the rules that regulate their usage, create consistency in communications across all print, digital, and online platforms, strengthening the brand as a whole. The Brand Identity Standards & Guidelines ensure the integrity of the PTCB brand and are the foundation of all messaging. By following the simple rules within this guide, we create and promote a strong, unified, and cohesive brand, easily identifiable to both internal and external audiences. The PTCB Brand Identity Standards & Guidelines include: Brand Strategy The PTCB identity suite and usage rules The PTCB primary and secondary color palettes The PTCB typefaces Resources If you require further information or would like to request a logo from the PTCB identity suite, contact@ptcb.org. 5

6 BRAND STRATEGY 6

7 Brand Strategy MISSION PTCB advances medication safety by certifying technicians who are qualified to support pharmacists and patient care teams in all practice settings. VISION PTCB sets the standard for certification of pharmacy technicians that improves medication safety and patient care. TAGLINE Choose PTCB. Choose Excellence. 7

8 Brand Strategy SERVICES Guided by the pharmacy profession, PTCB offers pharmacy profession-backed programs and is the nation s leading pharmacy technician certifying body. TARGET AUDIENCE PTCB serves a community of pharmacy technicians, employers, educators, and state organizations committed to providing safe and quality patient care. Our target audience is located in the United States. Pharmacy Technicians Certified Pharmacy Technicians (CPhTs) work with pharmacists to run pharmacies smoothly and provide safe, effective patient care in hospital, health-system, and retail settings. Employers Employers care about hiring the right candidates, training employees, and providing career advancement opportunities. Employers trust that CPhTs meet a high standard for knowledge and are focused on safe patient care. Educators PTCB supports educators who are committed to preparing a qualified pharmacy technician workforce. Most pharmacy technician training programs are found at trade schools, community and private colleges. State Associates PTCB works collaboratively with state health-system and community pharmacy associations dedicated to providing continuing education, support, and leadership opportunities to pharmacy technician members in their states. State Boards of Pharmacy PTCB works closely with state Boards of Pharmacy to ensure PTCB s Pharmacy Technician Certification Exam (PTCE ) meets the needs of the Boards in protecting the health, safety, and welfare of the public. 8

9 Brand Strategy BRAND PRINCIPLES Patient care and safety is of paramount importance to PTCB. PTCB carries out these objectives by providing the highest national certification standards and by helping inform and guide pharmacy technicians, or prospective pharmacy technicians, looking to become certified. Through PTCB s trusted, innovative programs assess pharmacy technicians competency to support pharmacists and patient care teams in all practice settings, contributing significantly to supporting and advancing medication safety. PTCB is proud to be the nation s leading pharmacy technician certifying body and the first and only nationally recognized pharmacy technician certification program. We care about our customers and while we are not a membership association we strive to be an accessible and reliable partner, working together with our customers to achieve their career goals. 9

10 Brand Strategy BRAND VALUES PTCB s core brand values represent what we stand for and why we exist. They are the foundation of our brand principles, positioning, storytelling, and strategy. The core values that we hold at the highest degree, are: Transparency Accountability Collaboration Trust Innovation 10

11 IDENTITY SUITE 11

12 Primary Logo This is the official PTCB primary logo. Our logos identify who we are as the nation s leading pharmacy technician certifying body. It s vital that all guidelines are followed when using any and all PTCB logos and marks. USAGE The primary logo can be used on any external and/or internal communications approved by PTCB. Use logo artwork exactly as provided. Do not develop a PTCB logo yourself. Never alter, manipulate, distort, or disproportionately scale the logo. Do not change the type, or colors, or add anything to it. Additionally, do not reproduce the logo by scanning a previously printed version. Second generation versions degrade the quality of the logo and can alter its scale and proportion. PLACEMENT A mandatory clear space must be applied around the logo equal to the height and width of the PTCB check mark showcased within the logo. This space is always required across all platforms. SIZE The primary logo should never be scaled down smaller than 1.5 wide. In any size smaller than that, the logotype starts to fill in and is no longer legible. For placement smaller than 1.5 wide use the official secondary logo (p.15), or the official tertiary logo (p.16). 12

13 Secondary Logo This is the official PTCB secondary logo. Our logos identify who we are as the nation s leading pharmacy technician certifying body. It s vital that all guidelines are followed when using any and all PTCB logos and marks. USAGE The secondary logo can be used on any external and/or internal communications approved by PTCB. Use logo artwork exactly as provided. Do not develop a PTCB logo yourself. Never alter, manipulate, distort, or disproportionately scale the logo. Do not change the type, or colors, or add anything to it. Additionally, do not reproduce the logo by scanning a previously printed version. Second generation versions degrade the quality of the logo and can alter its scale and proportion. PLACEMENT A mandatory clear space must be applied around the logo equal to the height and width of the PTCB check mark showcased within the logo. This space is always required across all platforms. SIZE The secondary logo should never be scaled down smaller than 1.25 wide. In any size smaller than that, the logotype starts to fill in and is no longer legible. For placement smaller than 1.25 wide use the official tertiary logo (p.16) or the official acronym logo (p.17). 13

14 Tertiary Logo This is the official PTCB tertiary logo. Our logos identify who we are as the nation s leading pharmacy technician certifying body. It s vital that all guidelines are followed when using any and all PTCB logos and marks. USAGE The tertiary logo can be used on any external and/or internal communications approved by PTCB. Use logo artwork exactly as provided. Do not develop a PTCB logo yourself. Never alter, manipulate, distort, or disproportionately scale the logo. Do not change the type, or colors, or add anything to it. Additionally, do not reproduce the logo by scanning a previously printed version. Second generation versions degrade the quality of the logo and can alter its scale and proportion. PLACEMENT A mandatory clear space must be applied around the logo equal to the height and width of the PTCB check mark showcased within the logo. This space is always required across all platforms. SIZE The tertiary logo should never be scaled down smaller than 1 wide. In any size smaller than that, the logotype starts to fill in and is no longer legible. For placement smaller than 1 wide use the official acronym logo (p.17). 14

15 Acronym Logo This is the official PTCB acronym logo. Our logos identify who we are as the nation s leading pharmacy technician certifying body. It s vital that all guidelines are followed when using any and all PTCB logos and marks. USAGE The acronym logo can be used on any external and/or internal communications approved by PTCB. Use logo artwork exactly as provided. Do not develop a PTCB logo yourself. Never alter, manipulate, distort, or disproportionately scale the logo. Do not change the type, or colors, or add anything to it. Additionally, do not reproduce the logo by scanning a previously printed version. Second generation versions degrade the quality of the logo and can alter its scale and proportion. PLACEMENT A mandatory clear space must be applied around the logo equal to the height and width of the PTCB check mark showcased within the logo. This space is always required across all platforms. SIZE The acronym logo should never be scaled down smaller than.5 wide. In any size smaller than that, the logo starts to fill in and is no longer legible. 15

16 PTCB Check Mark This is the official PTCB check mark. Our logos identify who we are as the nation s leading pharmacy technician certifying body. It s vital that all guidelines are followed when using any and all PTCB logos and marks. USAGE The PTCB check mark may be used as a complementary graphic element on external and/or internal communications approved by PTCB but MUST NEVER be used on its own to identify the organization. The check mark must appear in conjunction with one of the official PTCB logos. Use logo artwork exactly as provided. Do not develop a PTCB logo yourself. Never alter, manipulate, distort, or disproportionately scale the logo. Do not change the type, or colors, or add anything to it. Additionally, do not reproduce the logo by scanning a previously printed version. Second generation versions degrade the quality of the logo and can alter its scale and proportion. SIZE The PTCB check mark should never be scaled down smaller than.5 wide. 16

17 PTCB Certified Pharmacy Technician (CPhT) Logo This is the official PTCB CPhT logo. Our logos identify who we are as the nation s leading pharmacy technician certifying body. It s vital that all guidelines are followed when using any and all PTCB logos and marks. USAGE The CPhT logo can be used on any external and/or internal communications approved by PTCB. Use logo artwork exactly as provided. Do not develop a PTCB logo yourself. Never alter, manipulate, distort, or disproportionately scale the logo. Do not change the type, or colors, or add anything to it. Additionally, do not reproduce the logo by scanning a previously printed version. Second generation versions degrade the quality of the logo and can alter its scale and proportion. PLACEMENT A mandatory clear space must be applied around the logo equal to the height and width of the PTCB check mark showcased within the logo. This space is always required across all platforms. SIZE The CPhT logo should never be scaled down smaller than.5 wide. 17

18 PTCB Certified Compounded Sterile Preparation Technician (CSPT ) Logo This is the official PTCB CSPT logo. Our logos identify who we are as the nation s leading pharmacy technician certifying body. It s vital that all guidelines are followed when using any and all PTCB logos and marks. USAGE The CSPT logo can be used on any external and/or internal communications approved by PTCB. Use logo artwork exactly as provided. Do not develop a PTCB logo yourself. Never alter, manipulate, distort, or disproportionately scale the logo. Do not change the type, or colors, or add anything to it. Additionally, do not reproduce the logo by scanning a previously printed version. Second generation versions degrade the quality of the logo and can alter its scale and proportion. PLACEMENT A mandatory clear space must be applied around the logo equal to the height and width of the PTCB check mark showcased within the logo. This space is always required across all platforms. SIZE The CSPT logo should never be scaled down smaller than.5 wide. 18

19 PTCB Educator Logo This is the official PTCB Educator logo. Our logos identify who we are as the nation s leading pharmacy technician certifying body. It s vital that all guidelines are followed when using any and all PTCB logos and marks. USAGE The PTCB Educator logo can be used on any external and/or internal communications approved by PTCB. Use logo artwork exactly as provided. Do not develop a PTCB logo yourself. Never alter, manipulate, distort, or disproportionately scale the logo. Do not change the type, or colors, or add anything to it. Additionally, do not reproduce the logo by scanning a previously printed version. Second generation versions degrade the quality of the logo and can alter its scale and proportion. PLACEMENT A mandatory clear space must be applied around the logo equal to the height and width of the PTCB check mark showcased within the logo. This space is always required across all platforms. SIZE The PTCB Educator logo should never be scaled down smaller than 1.25 wide. 19

20 PTCB Employer Logo This is the official PTCB Employer logo. Our logos identify who we are as the nation s leading pharmacy technician certifying body. It s vital that all guidelines are followed when using any and all PTCB logos and marks. USAGE The PTCB Employer logo can be used on any external and/or internal communications approved by PTCB. Use logo artwork exactly as provided. Do not develop a PTCB logo yourself. Never alter, manipulate, distort, or disproportionately scale the logo. Do not change the type, or colors, or add anything to it. Additionally, do not reproduce the logo by scanning a previously printed version. Second generation versions degrade the quality of the logo and can alter its scale and proportion. PLACEMENT A mandatory clear space must be applied around the logo equal to the height and width of the PTCB check mark showcased within the logo. This space is always required across all platforms. SIZE The PTCB Employer logo should never be scaled down smaller than 1.25 wide. 20

21 PTCB State Associate Logo This is the official PTCB State Associate logo. Our logos identify who we are as the nation s leading pharmacy technician certifying body. It s vital that all guidelines are followed when using any and all PTCB logos and marks. USAGE The PTCB State Associate logo can be used on any external and/or internal communications approved by PTCB. Use logo artwork exactly as provided. Do not develop a PTCB logo yourself. Never alter, manipulate, distort, or disproportionately scale the logo. Do not change the type, or colors, or add anything to it. Additionally, do not reproduce the logo by scanning a previously printed version. Second generation versions degrade the quality of the logo and can alter its scale and proportion. PLACEMENT A mandatory clear space must be applied around the logo equal to the height and width of the PTCB check mark showcased within the logo. This space is always required across all platforms. SIZE The PTCB State Associate logo should never be scaled down smaller than 1.75 wide. 21

22 Acceptable Logo Usage The following are examples of acceptable logo usages: Full Color: CMYK or PMS on white or light backgrounds One Color: Black on white or light backgrounds One Color: Reverse/White on medium to dark backgrounds Full Color: CMYK on light background with non-complex imagery One Color: Black on light background with non-complex imagery One Color: Reverse/White on dark background with non-complex imagery 22

23 Unacceptable Logo Usage The following are examples of unacceptable logo usages: Do not reproduce in a tint or screen Do not rotate Do not reproduce with effects such as drop shadows, outer glows, bevels, embossing, etc. Do not stretch and/or scale unproportionately Do not add frames or borders Do not place over complex/detailed areas of imagery where the logo becomes illegible Do not add imagery or elements Do not truncate 23

24 COLOR PALETTES 24

25 PRIMARY COLOR PALETTE This is the official PTCB primary color palette. USAGE The PTCB primary color palette is made up of: Pantone 295 (dark blue) and Pantone 7474 (teal). It s important when using colors from the PTCB color palette to follow the color builds exactly as outlined. Never change or alter the official colors by using alternate Pantone colors or using different CMYK, RGB, or HEX builds. PRIMARY COLOR PALETTE 75% 50% 25% 75% 50% 25% PANTONE 295 CMYK RGB HEX# PANTONE 7474 CMYK RGB HEX#

26 SECONDARY COLOR PALETTE This is the official PTCB secondary color palette. USAGE The PTCB secondary color palette is made up of: Pantone 390 (lime green) used in the CPhT identity and sub-branding; Pantone 527 (purple) used in the CSPT identity and sub-branding; Pantone 715 (orange) used in the PTCB Educator identity and sub-branding; Pantone 241 (fuchsia) used in the PTCB Employer identity and sub-branding; and Pantone 319 (turquoise) used in the PTCB State Associate identity and sub-branding. It s important when using colors from the PTCB color palette to follow the color builds exactly as outlined. Never change or alter the official colors by using alternate Pantone colors or using different CMYK, RGB, or HEX builds. SECONDARY COLOR PALETTE 75% 50% 25% 75% 50% 25% 75% 50% 25% 75% 50% 25% 75% 50% 25% PANTONE 390 PANTONE 527 PANTONE 715 PANTONE 241 PANTONE 319 CMYK CMYK CMYK CMYK CMYK RGB RGB RGB RGB RGB HEX# B5BD00 HEX# 8031A7 HEX# F68D2E HEX# AF1685 HEX# 008C95 26

27 PRIMARY & SECONDARY COLOR PALETTES PANTONE 390 PANTONE 295 PANTONE 527 PANTONE 715 PANTONE 241 PANTONE 7474 PANTONE 319

28 TYPEFACES 28

29 Typefaces Trade Gothic is PTCB s official corporate typeface. Trade Gothic Bold No. 2 and Trade Gothic Light are the official fonts used for the customized logos and secondary marks within the PTCB brand identity suite. Carefully selected for its legibility, friendliness, and refined letter forms. Trade Gothic Bold No. 2 Aa Trade Gothic Light Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (<{.,:;!@#$%^&*_ +?/}>) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (<{.,:;!@#$%^&*_ +?/}>) 29

30 TYPEFACES PRINT In addition to the full Trade Gothic typeface family, the Whitney typeface family is also an official PTCB typeface for communication needs in print environments. Whitney complements the organization s identity suite and includes a diverse range of font weights and style options allowing for design flexibility. Trade Gothic Aa Trade Gothic Condensed Aa Whitney Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (<{.,:;!@#$%^&*_ +?/}>) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (<{.,:;!@#$%^&*_ +?/}>) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (<{.,:;!@#$%^&*_ +?/}>) 30

31 TYPEFACES DIGITAL & ONLINE Arial is the official PTCB typeface for communication needs in digital and online environments. This typeface complements the organization s identity suite and includes a diverse range of font weights and style options allowing for design flexibility. Arial Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (<{.,:;!@#$%^&*_ +?/}>) 31

32 If you require further information or would like to request a logo from the PTCB identity suite, contact@ptcb.org. This version of the PTCB Brand Identity Standards & Guidelines nullifies all previous versions which should be discarded. Do not reproduce without permission. Pharmacy Technician Certification Board 2215 Constitution Avenue NW, Suite 101, Washington, DC ptcb.org 32