University of Iowa Stead Family Children s Hospital Brand Identity Standards Effective November 11, 2016 1
Contents Introduction Introduction... 1 Editorial Style Guide... 2 General communication... 2 Acronyms... 2 Fonts... 3 Logo... 4-10 Logo options, misuse... 5 Tagline... 6 Extensions... 7 IOWA Icons... 8 Logo sizing... 9 Clear zone... 9 Logo color... 10 Color Palette... 11 Level Icons... 12 Alternate logo... 13 Brand look and feel... 14 Identity system... 15 Specialty items... 16 Philanthropy... 17 At University of Iowa Stead Family Children s Hospital, our brand represents our long-standing traditions of excellence in patient care, research, and education. Branding includes consistent use of logos, colors, and communications by all who work for, or on behalf of, UI Stead Family Children s Hospital. A well-developed brand embodies all aspects of who we are as an organization. These standards provide guidelines for the use of the UI Stead Family Children s Hospital name and logo, as well as templates for use when developing materials. All pediatric-related services fall under the umbrella of UI Stead Family Children s Hospital. These standards must be followed and executed in all circumstances. If you have questions about these standards, please contact UI Health Care Marketing and Communications at 319-356-1009. Thank you for being part of Changing Medicine. Changing Kids Lives. 1
Editorial Style Guide General Communication In any communication, the first reference must always be fully spelled out as University of Iowa Stead Family Children s Hospital. All secondary references in the same document can be shortened to UI Stead Family Children s Hospital. Do not use the before University of Iowa Stead Family Children s Hospital. (Correct example: He received care at University of Iowa Stead Family Children s Hospital.) The Stead Family Department of Pediatrics is the official name of our pediatrics department and must be used in full for any mention. Do not use periods with academic degrees, such as MD, PhD, or RN (Correct example: Jane Smith, MD). This follows the University of Iowa editorial standards. Acronyms Do not use an acronym to reference the hospital at any time. For example, UISFCH or UICH are not to be used. Neonatal Intensive Care Unit should always be fully spelled out on first reference. It can be shortened to NICU for secondary references in the same document. Pediatric Intensive Care Unit should always be fully spelled out on first reference. It can be shortened to PICU for secondary references in the same document. Center for Disabilities and Development should be fully spelled out on first reference. It can be shortened to CDD for secondary references in the same document. Pediatric Specialty Clinic should always be fully spelled out on first reference. It can be shortened to PSC to secondary references in the same document. 2
Typography Primary Typefaces These are the approved primary typefaces. They should be used in all materials if available. Listed on this page are the approved corporate typefaces. They should be used in all UI Stead Family Children s Hospital materials. Freight Sans Freight Text Helvetica Arial All weights and versions of the typefaces are acceptable (light, regular, bold, italic, condensed, expanded, etc.). Secondary Typefaces These are the approved secondary typefaces. They should be used only in cases where a primary typeface is not available, or in conjunction with the approved primary typefaces. Times Additional Typeface Freight Sans Pro Semibold is the approved font for the University of Iowa Stead Family Children s Hospital logo type and tagline, Changing Medicine. Changing Kids Lives. and should only be used for that application. Freight Sans Pro Semibold 3
Logo The University of Iowa Stead Family Children s Hospital logo works as a single unit. Consistent use of this unit is key to a unified brand identity. These elements must always be used together exactly as shown; the logo must be reproduced in its entirety. Changing the proportions of any element or omitting any part of the logo is not allowed. The symbols and words above, in this exact arrangement, comprise the logo and must be reproduced in its entirety. Do not attempt to recreate the logo by scanning, type-setting, or redrawing any portion. Do not create any alternate versions of this logo. Electronic logo files are available for use on the UI Stead Family Children s Hospital branding and resources hub (uichildrens.org/ branding) or from UI Health Care Marketing and Communications. Logo Elements Quilt-block graphic Logotype The UI Stead Family Children s Hospital logo is composed of: the quilt block graphic the logotype: (Freight Sans Pro Semibold) 4
Logo options Logo misuse Correct logo applications are shown below. Incorrect reproduction of the logo damages our ability to protect this valuable asset and is not allowed. Any items with incorrect logos cannot be used and will need to be destroyed. Common misuses of the logos are illustrated below. Full color positive Full color reverse Do not allow the logo to become distorted due to improper scaling. Do not reproduce the logo in an unapproved combination of colors. One-color black on white One-color black on color Do not rearrange or recreate any of the elements of the logo. Do not reproduce the logo in an unapproved color. Reverse Reverse on color Do not scan the logo or copy it from a web site or allow poor-quality reproduction. Do not reproduce the logo on a background providing inadequate contrast. 5
Tagline The UI Stead Family Children s Hospital tagline is: Changing Medicine. Changing Kids Lives. The tagline may be used adjacent to the logo or as a graphic elsewhere in the layout. The tagline may only be used, however, when the logo is present. It may not be used independently. If used below the logo, the tagline must be positioned 2U spaces from the baseline of the logo. It must be aligned with the left edge and match the length of the logo. The length of the tagline may not be longer than the logo itself, when used together. The tagline must include the registered trademark. When used with the logo, the font should be either white or black. The word kids may be represented with any color from the approved color palette. Length of tagline (Length of logo) When separate from the logo, the tagline may appear in any color from the approved color palette and may be longer than the logo. The font for the tagline is FreightSans Pro Semibold. 6
Extensions Quilt-block symbol Unit of Measure U-space Logotype Extensions identify individual departments, programs, and services within UI Stead Family Children s Hospital. The preferred font for any extension is Helvetica Light. Arial is an acceptable alternative. The typeface should not be bolded in an extension. Extension Copy alignment axis X-height Baseline Cap height The extensions must be placed below the logo with a space equal to 1U between the baseline of the logo and the top of the cap height of the extension. The cap height of the extension should equal the x-height of the logotype. The extension should left-align with the logotype. The font for the extension is Helvetica Light. 7
IOWA Icons The pictographs within the quilt blocks may be used as independent graphics in any of the logo colors, the approved color palette, shades of those colors, white, or black. Again, these do not substitute for the logo, and are decorative only. 8
Logo Sizing 1 1 / 2 Logo size is determined by measuring the width of the logotype Minimum size for high resolution (300 dpi or higher) from the left edge of the quilt block to the right edge of the logotype. Logos must always be scaled as a unit so that the proportional relationships are maintained. The minimum size is illustrated to the left. Minimum size restrictions help maintain the legibility and integrity of the logo. Applications requiring identification smaller than the minimum logo size may use the name in text only in one of the approved fonts. Clear Zone Preferred Clear Zone = 2U A minimum amount of clear space must always be maintained around the logo. This clear zone ensures the integrity and legibility of the logo by allowing white space between it and other items on the page, or the edges of the printable area. The preferred clear zone for any logo is equal to 2U. The minimum allowed clear zone is 1U. Minimum Clear Zone = 1U U is a unit of measurement equal to the height of the letter U in University for the logo being used. 9
Logo color UI Stead Family Children s Hospital logo colors are defined by the Pantone Matching System (PMS) as follows: Yellow: PMS 116 Blue: PMS 7685 Green: PMS 369 Red: PMS 171 Black PMS 116 PMS 7685 PMS 369 PMS 171 Black Vendors should use all reasonable efforts to match the color swatches regardless of the reproduction method. The reverse logo must be used when printing white ink on a dark background. Shown to the left are examples of how the logo should appear when used on a background color that matches one of the four colors in the quilt block. A drop shadow must be used to ensure the quilt block is identifiable on all sides. 10
Color Palette PMS 7662 PMS 7676 PMS 7456 PMS 7685 PMS Process Blue PMS 314 The following color palette may be used for UI Stead Family Children s Hospital materials. Shades of these colors are also allowed. Strong contrast between the logo and the background color must be maintained at all times. For convenience, UI Health Care Marketing and Communications has developed a series of branded templates for flyers and brochures that utilize these elements. Those templates can be found on the UI Stead Family Children s Hospital branding and resources hub page (uichildrens.org/branding). PMS 3125 PMS 7473 PMS 7480 PMS 369 PMS 382 PMS 395 90% PMS 143 PMS 171 11
Level Icons Each level in the UI Stead Family Children s Hospital is represented by a unique icon. These may be used as supportive graphic elements, but not as a substitute for our logo. Level 12 Level 11 Level 10 Level 9 Level 8 Level 7 Level 6 Icons are used to represent services or activities that happen on that level of the building. For example, when creating materials for Level 12, the balloon would be the only icon that should be used. Level 5 Level 4 Level 3 Level 2 Level 1 Lower Level 1 Lower Level 2 12
Alternate Logo To accommodate electronic media, signage, and other specific applications where the approved logo will not work, two alternative logos haven been created. These logos are only to be used when the preferred logo cannot be produced legibly and can only be provided with the permission of UI Health Care Marketing and Communications. The only permissible use of the quilt block separate from the rest of the logo is for the official social media channels for UI Stead Family Children s Hospital as overseen by UI Health Care Marketing and Communications. This icon is not allowed for any other purpose. 13
Brand Look and Feel In addition to the logo, common branding elements must be used on all collateral pieces to further identify the UI Stead Family Children s Hospital brand and ensure continuity among all materials. The look and feel of the children s brand is fresh, modern, and simple. The use of graphics and photographs is allowed as long as they are relevant to the message, have active consent forms on file, and are not excessive within a document. Clip art images are not permissible. In addition to the logo and tagline, these elements consist of: Stitching Color palette Level icons (when appropriate) Templates are available on the UI Stead Family Children s Hospital branding and resource hub (uichildrens.org/branding). Once your text is added to the template, please send to UI Health Care Marketing and Communications for editing. 14
Identity System 200 Hawkins Drive, room no. Iowa City, IA 52242 Department, Division, Service Line 200 Hawkins Drive, Office # Iowa City, IA 52242 319-000-0000 www.uichildrens.org Electronic templates are available through the UI Stead Family Children s Hospital branding and resources page (uichildrens.org/branding). Available templates include: Letterhead Envelopes Flyers Brochures PowerPoint slides The letterhead and envelope templates allow for return address customization. When customizing, use only the fonts and sizes already created in the template. Address blocks may include the following: Department/clinic/service Address, room number City, State, ZIP code Phone number Fax Number Email UI Stead Family Children s Hospital business card templates are available through University of Iowa Printing Services. 15
Specialty Items The UI Stead Family Children s Hospital logo may be used on specialty items and clothing. However, only UI licensed and approved vendors may produce these items. UI Stead Family Children s Hospital branded apparel and specialty items may be purchased through the online store at uichildrens.org/branding. Always maintain clear legibility when reproducing the logo on specialty items. Embroidery, in particular, may dictate a larger logo size in order to maintain the integrity of the logo. Of special concern are the details in the quilt blocks. UI Stead Family Children s Hospital lab coats should be ordered through the hospital uniform shop. When placing an order, reference on the requisition that the employee should have a UI Stead Family Children s Hospital lab coat. 16
Philanthropy We are grateful to the many generous individuals and organizations who wish to raise funds on behalf of UI Stead Family Children s Hospital. The University of Iowa Foundation is a nonprofit organization on the University of Iowa campus that solicits private, tax-deductible contributions for all areas of the university, including UI Stead Family Children s Hospital. The University of Iowa acknowledges the UI Foundation as the preferred channel for private contributions that benefit all areas of the university. Information about promotional and financial guidelines, including usage of the UI Stead Family Children s Hospital logo for fundraising, is available through the UI Foundation toolkit. 17