Graphic Standards Manual FEBRUARY 20 17

Transcription

1 GRAPHIC STANDARD MANUAL FEB 2017

2 Graphic Standards Manual FEBRUARY 20 17

3 INDEX Language Logo and Usages Color Palette Supporting Typefaces Clinic Logo and Usages Signage Business Cards Marketing Materials Web Pages Social Media Accounts

4 SECTION 1 Language 4

5 On first reference, the network should be referred to as the Cohen Veterans Network. The use of the acronym CVN on second reference is acceptable, but never on large physical signage. The primary, formal title for all clinics should be referred to as The Steven A. Cohen Military Family Clinic at XXXX, as agreed upon in the Master Agreement between CVN and the clinic. Cohen Clinic at XXX can be used for a secondary clinic name for use in conversation and informal communications. 5

6 SECTION 2 Logo and Usages 6

7 A full set of network and clinic logos are available to each clinic. The logos come in various file formats, including horizontal and circular formats and full and single color options. Each come with exact PMS color specs and size requirements so vendors can keep the brand consistent. Please refer to usage guidelines below when beginning any branding project. By permission of the CVN Communications & Marketing department only. 7

8 Logo and Usages : Primary Logo This logo is the central element in Cohen Veterans Network visual communications system. The horizontal logo should be the primary mark on print and digital projects. There are various versions of this logo to accommodate different usages: 3 color for light and dark backgrounds 2 color for light and dark backgrounds 1 color for light and dark backgrounds Where possible, logos should be on a white or navy blue background based on the swatches in the CVN palette. If a color outside of the CVN palette is chosen for the background, best judgment should be used when picking a logo for optimal legibility. Through consistent and repetitive use as a signature device and design element in all of the Cohen Veterans Network visual communications, the logo becomes a visual way in which to identify the company and symbolically embodies its missions and values. The Cohen Veterans Network logo was carefully typeset and outlined as art. The logo should never be re-typeset. Always use the final repro-ready art files for printing and reproduction. 8

9 Logo and Usages : Primary Logo Small Scale This small scale horizontal logo should be used in lieu of the primary logo on print and digital projects only when the primary logo scales too small for the words in the V to be legible. There are various versions of this logo to accommodate different usages: 3 color for light and dark backgrounds 2 color for light and dark backgrounds 1 color for light and dark backgrounds Where possible, logos should be on a white or navy blue background based on the swatches in the CVN palette. If a color outside of the CVN palette is chosen for the background, best judgment should be used when picking a logo for optimal legibility. Through consistent and repetitive use as a signature device and design element in all of the Cohen Veterans Network visual communications, the logo becomes a visual way in which to identify the company and symbolically embodies its missions and values. The Cohen Veterans Network logo was carefully typeset and outlined as art. The logo should never be re-typeset. Always use the final repro-ready art files for printing and reproduction. 9

10 Logo and Usages : Seal The circular seal should be used as a secondary design accent on projects where the primary logo is already being used, or when there are space limitations and the primary logo cannot fit. There are various versions of this seal to accommodate different usages: 3 color for light and dark backgrounds 2 color for light and dark backgrounds 1 color for light and dark backgrounds Where possible, logos should be on a white or navy blue background based on the swatches in the CVN palette. If a color outside of the CVN palette is chosen for the background, best judgment should be used when picking a logo for optimal legibility. Through consistent and repetitive use as a signature device and design element in all of the Cohen Veterans Network visual communications, the seal becomes a visual way in which to identify the company and symbolically embodies its missions and values. The Cohen Veterans Network logo was carefully typeset and outlined as art. The logo should never be re-typeset. Always use the final repro-ready art files for printing and reproduction. 10

11 Logo and Usages : Seal Small Scale The small scale circular seal should be used as a secondary design accent in lieu of the main seal only where the main seal scales too small for the words in the V to be legible. The small scale circular seal should be used as a secondary design accent on projects where the primary logo is already being used, or when there are space limitations and the primary logo cannot fit. There are various versions of this seal to accommodate different usages: 3 color for light and dark backgrounds 2 color for light and dark backgrounds 1 color for light and dark backgrounds Where possible, seal should be on a white or navy blue background based on the swatches in the CVN palette. If a color outside of the CVN palette is chosen for the background, best judgment should be used when picking a seal for optimal legibility. Through consistent and repetitive use as a signature device and design element in all of the Cohen Veterans Network visual communications, the seal becomes a visual way in which to identify the company and symbolically embodies its missions and values. The Cohen Veterans Network seal was carefully typeset and outlined as art. The seal should never be re-typeset. Always use the final repro-ready art files for printing and reproduction. 11

12 Logo and Usages : Incorrect Usages Errors, clockwise from top left 1. The background color should never be the same value as the logo. If that scenario occurs, the logo should be changed from the library of logos available or the logo should be lightened or darkened accordingly. 2. The small scale logo should only be used in small scale scenarios, it should never be used at a larger scale. 3. Similarly the primary logo should never be used at scale that is so small that the words in the V become illegible. In such a scenario the logo should be swapped for a small scale logo. 4.The logo should never be recolored or re-typeset. The logos should always be taken directly as they are and never modified. 12

13 SECTION 3 Color Palette 13

14 Color Palette : Primary Palette Color Standards Red C 0 / M 100 / Y 66 / K 13 R 209 / G 18 / B 66 HEX d11141 PMS 193 The primary palette consists of a Red, Blue, Gray, Navy and White. The swatches and values associated are to be used in achieving a visual match for all colors. CMYK or PMS should be used for printed environments and RGB or Hex should be used for digital environments. In instances where a value cannot be used, the swatches should be used in achieving the closest visual match as possible. Blue C100 / M 68 / Y 0 / K 54 R 0 / G 45 / B 98 HEX 002d62 PMS 282 Gray C 0 / M 0 / Y 0 / K 60 R 130 / G 130 / B 130 HEX PMS 60% BLACK Navy / Background Color C 100 / M 80 / Y 0 / K 86 R 0 / G 0 / B 45 HEX 00002d PMS n/a White C 0 / M 0 / Y 0 / K 0 R 255 / G 255 / B 255 HEX ffffff PMS WHITE 14

15 SECTION 4 Supporting Typefaces 15

16 For print and web projects, the CVN font is Caslon Pro and Proxima Nova (for UPPERCASE). As secondary options, Georgia and Arial (UPPERCASE) may be used. 16

17 Supporting Typefaces : Primary Font, Caslon Pro Caslon Pro is the most important typeface in the CVN visual communications system. In combination with the logo, they form the fundamental elements of identification. Aa Bb Cc Caslon Pro Regular Caslon Pro Italic abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Caslon Pro has many virtues including superior readability, a contemporary yet classical style, old style numerals and a distinctive italic. Caslon Pro should be used as the dominant typeface in any usage. It can be used in numerous media and a variety of situations to create a clean and sophisticated visual presentation. It is extremely legible even at small sizes which make it an appropriate choice for a body font. It can also be used as a headline font as long as the headline is differentiated from the body by size or color. Note : Please purchase and license through MyFonts.com.You need only to purchase Regular and Semibold (if applicable). Select licensing option as it pertains to the number of users and format (Desktop versus Web, etc). 17

18 Supporting Typefaces : Secondary Font, Proxima Nova Proxima Nova serves as a secondary typeface to the primary Caslon Pro in the CVN visual communications system. Proxima Nova has many virtues including clean, geometric letters, a contemporary style and a semi-bold style. Aa Bb Cc Proxima Nova Regular Proxima Nova Semibold abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Proxima Nova should be used as a secondary design element in all usages. It can be used in numerous media and in a variety of situations such as headlines, subheads or footnotes. It is extremely legible, clean and modern and works well as a contemporary display font to compliments the classic style of Caslon. The semi-bold style should be used with discretion where emphasis beyond the regular style is needed - semi-bold should never be used as in a headline format. Note : Please purchase and license through MyFonts.com. You need only to purchase Regular and Semibold (if applicable). Select licensing option as it pertains to the number of users and format (Desktop versus Web, etc). 18

19 Supporting Typefaces : Primary Font, Generic, Georgia Georgia serves as a generic primary font only when Caslon Pro cannot be used or licensed. Caslon Pro guidelines should be applied (see page 17). Aa Bb Cc Note : This should be a generic system font and should live on your computer. If not, please purchase and license through MyFonts.com. You need only to purchase Regular and Italic (if applicable). Select licensing option as it pertains to the number of users and format (Desktop versus Web, etc). Georgia Regular abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Georgia Italic abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

20 Supporting Typefaces : Secondary Font, Generic, Arial Arial serves as a generic secondary typeface only when Proxima Nova cannot be used or licensed. Proxima Nova guidelines should be applied (see page 18). Aa Bb Cc Note : This should be a generic system font and should live on your computer. If not, please purchase and license through MyFonts.com. You need only to purchase Regular and Italic (if applicable). Select licensing option as it pertains to the number of users and format (Desktop versus Web, etc). Arial Regular abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Arial Italic abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

21 SECTION 5 Clinic Logo and Usages 21

22 All logos should never be separated or infringed upon. The network will be available to consult on any design projects from large physical signage down to business cards. Each clinic will be provided with a customized set of MFC logos including full and single color options. 22

23 Clinic Logo and Usages : Partner Clinic Logo This partner clinic logo is a central element in Cohen Veterans Network partnership visual communications system. The horizontal logo should be the primary mark on formal signage and marketing. The partner clinic logo should be used on all main clinic materials where possible. See attached approved list of items where the clinic logo may be used (page 25). For any additional uses, please contact the CVN Department of Communications and Marketing. Primary Logo guidelines and usages should be applied (see page 8). 23

24 Clinic Logo and Usages : Partner Clinic Logo Small Scale This small scale partner clinic logo should be used in lieu of the primary partner clinic logo on print and digital projects only when the primary partner clinic logo scales too small for the words in the V to be legible. See attached approved list of items where the clinic logo may be used. For any additional uses, please contact the CVN Department of Communications and Marketing. Primary Logo Small Scale guidelines and usages should be applied (see page 9). 24

25 The following are approved items where the primary clinic logo should be used and may be used, as long as all style and brand guides are being followed. Any items not on this list must be checked through the CVN Department of Communications & Marketing for approval before production. Must be used on: Entrance/building signage Website Letterhead Banners (for parades and events) Can be used on: T-Shirts, polo shirts and sweatshirts Notepads, notebooks, portfolios Rack Cards Business Cards Pens, magnets, buttons all with local contact information Baseball caps Wrist bands 25

26 Logo and Usages : Incorrect Usages Errors, clockwise from top left 1. The background color should never be the same value as the logo. If that scenario occurs, the logo should be changed from the library of logos available or the logo should be lightened or darkened accordingly. 2. The small scale logo should only be used in small scale scenarios, it should never be used at a larger scale. 3. Similarly the primary logo should never be used at scale that is so small that the words in the V become illegible. In such a scenario the logo should be swapped for a small scale logo. 4. The partner name should never be integrated into the logo with a different typeface. If assistance is needed for seamless integration, the network should be contacted. 5.The logo should never be recolored or re-typeset. The logos should always be taken directly as they are and never modified. at NYU Langone Medical Center 26

27 Clinic Logo and Usages : Secondary Clinic Logo This secondary clinic logo is a central element in Cohen Veterans Network partnership visual communications system. The square logo can be used in the following instances: Branded materials (including t-shirts, hats, magnets, pins, pens, notebooks, stickers etc). Social Media/Digital (as the avatar or general brand advertising on your pages) Flyers, invitations, newsletters, internal documents Casual marketing materials There are various versions of this logo to accommodate different usages: Gray text with partner and location Navy text with partner and location Navy text with partner and location and phone number This logo can be used together with the primary clinic partner logo on things where the front/ backs are both equally important to have the brand name shown. For example, the small secondary logo on the front of a t-shirt with the large primary logo on the back of the t-shirt. Another example would be, the small secondary logo on the back of a hat with the large primary logo on the front of a hat. Where possible, logos should be on a white or navy blue background based on the swatches in the CVN palette. If a color outside of the CVN palette is chosen for the background, best judgment should be used when picking a logo for optimal legibility. 27 For any additional uses, please contact the CVN Department of Communications and Marketing.

28 SECTION 6 Signage 28

29 Where possible, the clinics are required to brand outdoor signage with the proper CVN naming convention. The central office Communications & Marketing staff will work to approve any design concepts and will work to best represent within the confines of rented or shared space. For indoor signage the clinics are required to brand the network with the proper CVN Clinic logo. 29

30 Signage : Indoor Signage For indoor signage the clinics are required to brand the network with the proper CVN Clinic logo. The CVN Department of Communications & Marketing will approve all indoor signage and can be available to consult on design options during the pre-opening phase. 30

31 SECTION 7 Business Cards 31

32 Each clinic is encouraged to leverage the CVN brand on their business cards. Local print vendors may use the CVN clinic logo to create business cards. 32

33 SECTION 8 Marketing Materials 33

34 CVN provides a branded folder with key aspects of our care as part of the design. Each clinic can insert local informational one-sheets and market in a variety of way. The network also provides a portable 5x7 booklet for clinic use, which will be available in limited quantities for each location. 34

35 SECTION 10 Web Pages 35

36 The network has a primary web site: CohenVeteransNetwork.org. A primary function of the site will be to drive potential clients to the individual web pages for each clinic. The clinics are expected to produce a properly co-branded web page with clear contact information with both phone and options. The CVN Communications & Marketing department will approve all clinic web landing pages before they are connected to from the network site. These clinic web pages may well live inside of an existing web site structure and need not serve as standalone entities. CVN has produced an Outreach video designed to be used across all network web pages. 36

37 SECTION 11 Social Media Accounts 37

38 The network has presences on Facebook, Twitter and Instagram. The clinics are highly encouraged to create new channels to market their clinics. The clinics should use the name Cohen Clinic at XXX in their user handles. They should not use the CVN network logos in a way where any confusion would be created. The CVN Communications & Marketing department will work with each clinic on social media campaigns, which will include a significant outreach component. CVN will provide multimedia assets available for each clinic and a generic monthly content plan to use for social media purposes. In addition, the network will undertake targeted social, search and paid media marketing in support of each clinic. Contact the CVN Communications & Marketing department for more details. 38