BayCare Identity Guidelines - Medfusion Identity...3 BayCare Identity Guidelines 3 Table of Contents...

BayCare Identity Guidelines

October 2013

3

BayCare Identity Guidelines3 Table of Contents

4 Introduction

5 Things to Remember About the BayCare Brand Architecture

Basic Identity Elements and Brand Architecture7 BayCare Identity

8 BayCare Brand Architecture Summary of Brand Types

9 Spacing of Elements By Brand Type

10 BayCare Brand Architecture - Multi-Facility or Service Listings

11 BayCare Brand Architecture - Single Hospital Co-branded Lock-Ups

12 BayCare Brand Architecture - Hospital Endorsement Brand and Hospital-based Functions and Facilities

13 BayCare Brand Architecture - Vertical and Horizontal Logo Layouts (For Special Use Only)

14 Clear Space

15 Minimum Size

16 Color - Pantone, RGB, CMYK, HEX

17 Color Variations - 1-color, 2-color, Reversed, Outline

18 Background Control

19 Misuses

The BayCare Brand Graphic Style21 The BayCare Graphic Style

22 Basics of the Brand Layout

23 Layout Dos and Don’ts

24 Typography Specifications

25 Typography Specifications - Generic Typefaces

The BayCare Graphic Style in Use27 Anatomy of an Ad

28 Advertisements (Magazine)

29 Advertisements (Newspaper)

30 Website Homepage Layout

31 Website Guided Search Find a Service

32 Website Guided Search - Find a Location

33 E-mail Campaigns Internal and External

34 Brochures

35 Video

36 Commercials

37 Direct Mail

38 Direct Mail Templates

39 Outdoor / Billboards

40 Information Sheet / Flyer

41 Newsletters

42 Stationery and Business Cards

43 Stationery Guidelines - Business Card

44 Stationery Guidelines - Letterhead

45 Stationery Guidelines - Envelope

46 E-mail Signatures

47 PowerPoint Templates BayCare

48 PowerPoint Templates - BayCare HomeCare, Morton Plant Mease and St. Anthony’s

49 PowerPoint Templates - St. Joseph’s Hospitals and South Florida Baptist Hospital

50 Maps

51 Vehicles

52 Signage

53 Site Campus Identification / Directional Family - Zone 1

54 Site Directional Family - Zone 2

55 Merchandise

56 Tradeshow Display

BayCare Brand Architecture58 Introduction

59 Framework

60 1. System Divisions, Support Functions, System and Hospital-Based Outpatient Centers and Freestanding Facilities

61 2. Hospital Division - All Endorsement Brand Logos

62 3. Institutes and Centers

63 4. Services and Programs

64 5. Foundations

65 6. Internal Activities

66 7. Joint Ventures and Partnerships

Table of Contents

If you have any questions, please contact:

Bradley Palmer phone (727) 519-1862 System Creative Director email [email protected] Katherine Durham phone (727) 519-1829 System Art Supervisor email [email protected]

Amy Lovett phone (727) 519-1257 Director, System Communications email [email protected]

4

Welcome to the BayCare Health System Brand Identity Guidelines.

Our brand is the face of our organization. People experience it on a daily basis in our facilities, advertisements and communications. Consistent representation of the BayCare brand and its family of brands makes it easy for patients and the public to understand who and where we are. It is an important way that we can project our brand image of “delivering an exceptional health care experience.”

Here you’ll find everything you need to know about applying the BayCare brand, including an explanation of its elements, an overview of our brand architecture and examples of how to design communications.

By following these guidelines, we strengthen the BayCare brand.

Introduction

5

1 The relationship between BayCare, its divisions and its services is made explicit through both system co-branding and endorsement strategies. This is in line with our BayCare strategic plan.

2 When appropriate, references should be made to specific hospitals, centers or institutes where the services are actually provided. Hospitals are referenced most often when a service or program is offered, or if a center or institute exists on a specific hospital campus.

3 Hospitals are co-branded or endorsed by BayCare Health System and should follow the logo layouts shown on page 11–13.

4 Divisions, support functions and non-hospital facilities are appended to the BayCare logo as shown on page 8.

35 Outpatient centers, freestanding facilities and service lines are all endorsed

by BayCare Health System and should follow the logo layout shown on page 12.

6 CHA brands are to be used mostly for internal communication purposes.

7 Foundations are not endorsed by BayCare Health System; however, they are encouraged (not required) to have the system logo symbol included in their brand.

8 The BayCare Identity Guidelines govern the use of the BayCare Signature System and visual identity on all applications including ads, brochures, commercials, signs, etc.

9 No element of the BayCare brand and identity system may be altered without proper approval. Please contact BayCare Director of Communications to determine the approval level required.

10 If you have any questions, please contact: Bradley Palmer phone (727) 519-1862 System Creative Director email [email protected] Katherine Durham phone (727) 519-1829

System Art Supervisor email [email protected]

Amy Lovett phone (727) 519-1257 Director, System Communications email [email protected]

Things to Remember About the BayCare Brand Architecture

1.0Basic Identity Elements and Brand Architecture

7

The BayCare BrandBayCare Health System is an interconnected group of hospitals, outpatient centers, institutes, physician offices, services and partnerships that together constitute a significant and vital health care organization in West Central Florida.

To see a list of hospitals, physician groups and other centers in our system, please see the appendix in the back of this document.

BayCare SignatureThe BayCare signature is made up of a symbol and the word BayCare. This logo will be used to market the BayCare brand as well as our inpatient (IP), outpatient (OP), physician office (PO), insurance and other system affiliated services.

A second version of the BayCare Health System logo consists of a symbol plus the words “BayCare” and “Health System” on two lines. This version is used primarily for administrative and other legal or transactional purposes.

As shown in the Brand Architecture (see page 12), logos for the individual hospitals and centers follow the style of the BayCare logo.

The BayCare logo is a unique piece of artwork that was designed specifically for our brand. The size and space relationships have been specifically determined and should not be changed. To ensure consistency, contact BayCare Creative Services for digital files of the logo (see page 3 for contact information).

BayCare IdentitySection 1: Basic Identity Elements and Brand Architecture

8

System LogoWhat was previously referred to as the “Regional” office is now “System”. Use BayCare Health System for legal and administrative purposes only.

System Divisions, Support Functions and FacilitiesSystem divisions, functions and facilities are set in Kievit bold underneath the BayCare logo (see page 9).

Divisions: Hospital, Physician, Behavioral Health, Insurance and Outpatient (includes Laboratory, Imaging, HomeCare, Durable Medical Equipment, Pharmacy, Wellness)

Support Functions: Finance, Risk Management, Purchasing Partners, Materials Management, Information Systems, etc.

Facilities: BayCare Outpatient Center, BayCare Pharmacy, BayCare Surgery Center, BayCare Wellness Center

Divisions Support Functions Facilities

Multi-Facility or Service ListingWhen advertising for more than one facility, use the BayCare logo and provide a listing of facilities or services. The listing may be above, below or to the right of the BayCare logo, but not to the left of the logo (see page 3).

Single Hospital Co-branded Lock-upUsed when advertising for a single hospital or facility to promote their inpatient/outpatient services (see page 9).

Hospital Endorsement BrandHospital names are set in Kievit, use the BayCare symbol, and include the BayCare Health System endorsement (see page 9).

Institutes, Centers, Services and ProgramsInstitutes, Centers (free-standing or attached), Services and Programs are set in Kievit bold beneath the hospital endorsement logo (see page 9).

Institute Center Service

Community Health Alliance (CHA)Morton Plant Mease, St. Joseph’s-Baptist and St. Anthony’s represent our three CHAs. CHA logos are used for internal communications, legal, administrative and business transaction purposes.

BayCare Brand Architecture Summary of Brand Types

Section 1: Basic Identity Elements and Brand Architecture

St. Joseph’s Hospital

St. Joseph’s Children’s Hospital

St. Joseph’s Women’s Hospital

9

Cap height

Cap height

40% Cap height30% Cap height

Cap heightx height

Cap height of B in BayCare

• Divider Line is equal to the vertical negative space between the blades of the BayCare symbol. • Height of line starts at the 2:00 blade of the BayCare symbol and ends the same distance from

the bottom of the “e”. It is equal to the width from outermost edges of the letters in Care.


Cap height

Cap height

Cap heightx height

55% Cap height

200% Cap height

25% Cap height

Cap heightx height50% Cap height55% Cap height

55% Cap height

Cap heightx height50% Cap height55% Cap height

55% Cap height

Cap height

Cap height

45% Cap height


Cap height

200% Cap height

25% Cap height

200% Cap height

25% Cap height

Cap height

Cap height

50% Cap height

Cap heightx height


Cap heightx height

Cap height

Cap height

Cap heightMease HospitalsMorton Plant HospitalMorton Plant North Bay HospitalSt. Anthony’s HospitalSt. Joseph’s HospitalsSouth Florida Baptist Hospital Mease Hospitals

Morton Plant HospitalMorton Plant North Bay HospitalSt. Anthony’s HospitalSt. Joseph’s HospitalsSouth Florida Baptist Hospital

Mease HospitalsMorton Plant HospitalMorton Plant North Bay HospitalSt. Anthony’s HospitalSt. Joseph’s HospitalsSouth Florida Baptist Hospital

Behavioral Health

Sleep Disorders Center

Rehabilitation Services

Spacing of Elements By Brand Type


The spacing of elements is based upon the rules shown below. Text added to denote a division, function, facility, institute, center, service or program will be the same ratio to the cap height of the parent logo’s wordmark.

Multi-Facility Listing - Vertical

System Divisions

System Brand

Hospital-Based Center

Hospital-Based Service

Hospital Endorsement Brand

Multi-Facility Listing - Horizontal

Single Hospital Co-branded Lock-up

10

Mease Countryside Hospital

Morton Plant Hospital


St. Joseph’s Hospital-North

South Florida Baptist Hospital

BayCare Outpatient Imaging Centers

Hinks and Elaine Shimberg Breast Center

Mease Dunedin Hospital Imaging Center

St. Joseph’s Hospital-North Breast Center

South Florida Baptist Hospital Breast Center

Susan Cheek Needler Breast Centers

Susan Sheppard McGillicuddy Breast Center

BayCare Brand Architecture Multi-Facility or Service Listings


System Function Listing - OB Services System Function Listing - Breast Services


Mease Dunedin Hospital


Morton Plant North Bay Hospital

St. Anthony’s Hospital





St. Joseph’s Hospital-South


System Division Listing - Hospitals System Multi-facility Listing System Listing - Outpatient Divisions



BayCare Immediate Care Center

BayCare Outpatient Center

Durable Medical Equipment

HomeCare

Imaging

Laboratories

Outpatient Surgery

Pharmacy

What was previously accomplished with co-branded facility and service line lock-ups is now executed with listings above or adjacent to the BayCare brand. This approach emphasizes the system brand while providing a list of the applicable facilities and functions. Below are several examples.

11

BayCare Brand Architecture Single Hospital Co-branded Lock-Ups

The co-branded individual hospital lock-ups are used in advertising for individual hospitals to promote their IP/OP services. This does not apply to hospital marketing campaigns that promote specific procedures, centers and physicians that are unique or specific to an individual hospital and not part of a System Campaign, which would then use an endorsement brand (see page 12).




Morton PlantHospital


St. Anthony’sHospital

St. Joseph’sHospital












St. Joseph’s Hospital-SouthSt. Joseph’s Hospital-South

South Florida Baptist HospitalSouth Florida Baptist Hospital




Morton PlantHospital


St. Anthony’sHospital

St. Joseph’sHospital












St. Joseph’s Hospital-SouthSt. Joseph’s Hospital-South

South Florida Baptist HospitalSouth Florida Baptist Hospital

Horizontal HorizontalVertical Vertical


12

The BayCare Health System endorsement brand is used in defined instances.

These instances include: • Internal communications and applications for specific hospitals

■ Business cards■ Business forms■ Employee badges■ Patient literature specific to the hospital■ PowerPoint templates■ Stationery

• Hospital campus signs• Narrow print areas

It is important to use the common system symbol and typography when creating a brand logo, so that the Health System has a consistent and recognizable look. To ensure consistency, contact the Creative Services department for digital files of the logo.

A full list of endorsement brands, centers, institutes and foundations can be found in the appendix.

BayCare Brand Architecture Hospital Endorsement Brand and Hospital-based Functions and Facilities


Hospital

Center

Service

13

BayCare Brand Architecture Vertical and Horizontal Logo Layouts (For Special Use Only)


To allow for flexibility with the signatures for design and layout purposes there are both horizontal and vertical formats. The use of vertical versus horizontal formats is based on the dimensions and/or shape of the logo area on a sign, billboard, banner, print ad, web page, brochure, etc.

A full list of horizontal and vertical logos can be found in the appendix.

Horizontal format Vertical format

14

Whenever the BayCare logo is applied, it must be clearly visible. To guarantee its legibility and impact, the logo should never appear without the minimum amount of clear space surrounding it. This clear space isolates the logo from competing graphic elements such as text, photography or background patterns that may diminish the impact of the logo.

The minimum clear space around the BayCare logo is equal to the cap height of the letter “B” in the BayCare wordmark, in whatever size the logo is reproduced.

Similarly, for hospital logos, the clear space is equal to the cap height of the hospital wordmark, shown here as the height of the letter “S.”

Note:Badges and signage are the only clear space exceptions. In these cases, the minimum clear space should be the width of the stroke of the letters in the wordmark. See right.

Clear SpaceSection 1: Basic Identity Elements and Brand Architecture

Minimum Clear Space

15

The BayCare logo retains its visual strength in a wide range of sizes. However, there are sizes in which the symbol ceases to be legible. To prevent this from happening in print applications, the BayCare logo should never be reproduced smaller than its defined minimum size, determined by the height of the symbol. The symbol should never appear smaller than 0.15 in high and copy never smaller than 6 points.

All logo elements should be reduced and enlarged together. Never reduce or enlarge individual pieces of the logo.

Minimum SizeSection 1: Basic Identity Elements and Brand Architecture

Min. 6 pt. type

Multi-Facility Listing - Vertical

0.15 in or 11px

System Logo

Min. 6 pt. type

Divisions, Facility, Function

0.2 in or 14px

Min. 6 pt type

0.2 in or 14px

Hospital Endorsement Brand

16

Color is an important component of our brand. To ensure that the color of the BayCare logo is consistently reproduced, we have defined specific colors and values that should always be used.

Our core colors are BayCare Blue and Light Blue. For print applications, BayCare Blue is equivalent to PANTONE 288, and Light Blue is equivalent to PANTONE 638.*

These colors can be achieved in four-color process printing (CMYK) by using the values supplied here. For electronic or online applications, use the RGB or HEX values defined.

For certain demographics we have added to our core colors. For children’s services, we are using a bold palette of primary colors. For women’s services, we are lightening the cooler blue and light blue with a soft purple.

*PANTONE color formulas are for coated paper stocks only. It is important to note that when printing on uncoated paper stock, PANTONE colors can sometimes change significantly. Instruct your printer to make the necessary adjustments to match the original PANTONE color specified when printing on uncoated paper.

The colors shown here have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE color standards. PANTONE® is a registered trademark of Pantone, Inc.

Color Pantone, RGB, CMYK, HEX


PMS 259 CC:69 M:100 Y:1 K:5R:110 G:38 B:123HEX: #6E267B

PMS 130 CC:0 M:30 Y:100 K:0R:240 G:171 B:0 HEX: #F0AB00

PMS 186 CC:0 M:100 Y:75 K:4R:198 G:12 B:48 HEX: #C60C30

BayCare Core Colors

The BayCare blue and light blue are the brand’s core colors. An expanded color palette includes colors that will work well with the core colors.

Please note that PMS 638 should not be used for body copy unless on a white background and should never be used for signage.

PMS 288 C PMS 638 C

Children’s +

PMS 288 CC:100 M:80 Y:0 K:25R:0 G:44 B:119HEX: #002C77

PMS 638 CC:83 M:0 Y:10 K:0R:0 G:175 B:216HEX: #00AFD8

+

PMS 288 CC:100 M:80 Y:0 K:25R:0 G:44 B:119HEX: #002C77

PMS 638 CC:83 M:0 Y:10 K:0R:0 G:175 B:216HEX: #00AFD8

Women’s

PMS 259 CC:69 M:100 Y:1 K:5R:110 G:38 B:123HEX: #6E267B

PMS 259 C - 20% PMS Cool Gray 3 CC:8 M:5 Y:6 K:13R:201 G:202 B:200 HEX: #C9CAC8

17

The BayCare logo is most powerful when it is reproduced in its two primary colors — BayCare blue and light blue.

However, there may be instances where the two-color logo cannot be properly reproduced or applied. For these cases, there are several color variations available, including:

• a one-color tint using BayCare blue only

• a one-color black and white logo (with gray tints or white)

• a two-color reverse logo using light blue and white or BayCare blue and white

• a one-color reverse logo (with gray tints or black)

These color variations should only be used when the two-color logo cannot be reproduced accurately or legibly.

Color Variations 1-color, 2-color, Reversed, Outline


2-color reversed

1-color with 40% tint reversed

1-color grayscale with 40% tint reversed

1-color outline reversed1-color outline

2-color

1-color with 40% tint

1-color grayscale with 40% tint

Note:In all cases, the artwork changes when it is reversed out of a background. The foreground shape is always the lightest color. In these examples the top shape is outlined in the positive version and solid in the reversed version. Example #3 is incorrect.

X

1 2 3

18

In some instances, the BayCare logo may need to appear on color backgrounds, over photographs or alongside a graphic element. When the logo appears on these backgrounds, it is important to make sure that it remains legible and is not lost in the background.

The top examples show how the logo should be reproduced accurately. The bottom examples represent a few misuses of the logo.

Background ControlSection 1: Basic Identity Elements and Brand Architecture

two-color logo on a light photographicbackground

logo applied incorrectly within a graphic element

two-color logo incorrectly applied over a dark background

two-color logo incorrectly applied over a competing photographic background

two-color logo incorrectly applied over a dark photographic background

two-color logo incorrectly applied over a BayCare Light Blue background

two-color reverse logo on a dark photographic background

X

✔ ✔

X

X

X

X

19

MisusesSection 1: Basic Identity Elements and Brand Architecture

The BayCare logo is a valuable asset and should only be reproduced and applied as specified. Never alter, add to or re-create the logo. To ensure accuracy, digital logo files are available and should always be used.

The following examples represent a few of the misuses of the logo.

health system

Never rearrange the elements of the logo.

Never separate the symbol from the wordmark or alter the orientation of elements in the logo.

Never apply a gradation or other embellishment to the logo.

Never typeset the wordmark in a different font.

Never stretch the logo.

Never confine the logo in a shape.

Never use the BayCare logo in a sentence.

Never reduce the size of the wordmark. The proportions of the logo are fixed and should never be altered.

Never shift elements of the symbol.

Never alter the colors of the elements in the symbol or wordmark.

Never alter the space between the symbol and the wordmark.

Never distort the logo in any way.

X X X X

X X X X

X X X X

2.0The BayCare Brand Graphic Style

21

The BayCare and hospital logos go a long way in representing the BayCare brand. Applying these logos consistently to our advertising and communications strengthens our brand and improves its recognition.

Another way we can improve our brand image is by creating a graphic style for BayCare communications. There are several elements that have been defined to give the BayCare brand a distinctive look. These include the modular layout, defined brand area, use of consistent fonts and a standardized color palette.

As the examples here show, applying these elements results in a specific BayCare look while also allowing for creativity.

This section details the various elements of the BayCare graphic style and how to use them.

The BayCare Graphic Style

Section 2: The BayCare Brand Graphic Style

Newspaper ads

Info Sheet

Brochure

BayCare Health Events

BC1300589-0313_TBT

To register or for more events, seminars and screenings:

Toll-free: (855) 279-7222 | BayCareEvents.org

Women’s HealtH Women and Heart DiseaseHeart disease kills one in three women each year. That’s approximately one woman every minute. But it doesn’t affect all women the same way, and the warning signs for women aren’t the same as men. Learn about the causes and symptoms of heart disease in women, as well as steps that can be taken to prevent heart disease.

Thursday, march 21, 1pmRami Akel, MD, CardiologistHeRs Fitness CenterLobby7135 State Road 54, New Port Richey

Expert Panel on Heart Disease An expert panel will discuss women and heart disease. Made possible by a grant from the Daughters of Penelope, New Port Richey Chapter. A heart-healthy Mediterranean lunch will be served. Blood pressure, glucose and sleep screenings will be offered from 11am to 12pm. Panel discussion at 12pm.

monday, march 25, 12pmChristos Pitarys, MD, CardiologistChristina Stamoolis, MD, Family MedicineLayla Cavitt, Exercise PhysiologistNancy Meaker, Registered Dietitianmorton Plant north Bay HospitalBekesh Education and Conference CenterMeeting Rooms 2 and 36600 Madison St., New Port Richey

Osteoporosis Prevention and Therapy Learn about osteoporosis and the importance of a healthy lifestyle, including exercise and nutrition.

monday, march 25, 2pmCarolyn Rickrode, Physical Therapistaging Well Center at the long CenterGrand Room1501 N. Belcher Road, Clearwater

Expect to Be a Smarter ParentWe’ll Help You Prepare to Have Your BabyWe offer an array of childbirth, parenting and lactation classes as well as hospital tours for expectant mothers and active participants in the childbirth process. Get a better understanding of pregnancy, labor and delivery and pre-and postpartum needs at these BayCare hospitals: Mease Countryside Hospital, Morton Plant Hospital, St. Joseph’s Women’s Hospital, St. Joseph’s Hospital-North and South Florida Baptist Hospital. Register for a tour or classes at BayCareEvents.org.

Colon HealtHColorectal Cancer – Surgical Options Learn about the various treatments available including minimally invasive surgical options.tuesday, march 19, 12pmJames Westervelt, MD, General Surgeonst. anthony’s outpatient Center (Carillon)Conference Rooms A & B 900 Carillon Parkway, St. Petersburg

GeneRal HealtHYour Blood Could Make You TiredFatigue is a very common problem for millions of people. Review some of the common and not-so-common diseases that affect the blood and bone marrow and may contribute to fatigue. Learn what treatments are available to help with weariness caused by these conditions. Free glucose, sleep and blood pressure screenings will be available from 11am to 12pm.

Wednesday, march 20, 12pmBen Yan, MD, Medical Oncologistaging Well Center at the long CenterGrand Room1501 N. Belcher Road, Clearwater

HeaRt HealtHHealthy Heart Screenings Screenings are offered in a convenient, comfortable and private environment. No prescription or physician referral is required. Screenings include: Ultrasound Screening Package ($198), Carotid Artery Ultrasound ($30), Healthy Heart Screening ($30), AIC Screening (diabetes) ($30), Tanita Scale Analysis (body mass index) ($30). To schedule a screening or for more information: (855) 279-7222 (option 2).

tuesdays, march 19 and 26, 8am-4pmst. Joseph’s HospitalMedical Arts BuildingHealthy Heart Center, 2nd floor3003 W. Dr. Martin Luther King Jr. Blvd., Tampa

Taking Care of Your Heart Learn about the important numbers related to heart disease and the role that proper diet, exercise and treatment can play in improving overall heart health. Discussion will also include information on diagnostic testing and the latest information on the cardiac treatments available.

Thursday, march 28, 12pmGeraldo Ramos, MD, Cardiologistst. anthony’s outpatient Center (Carillon)Rooms A and B900 Carillon Parkway, St. Petersburg

Advanced Center for Atrial Fibrillation St. Joseph’s Hospital Advance Center for Atrial Fibrillation provides a free consultation with a cardiac registered nurse (RN) to individuals who have been diagnosed with atrial fibrillation (AFIB). The RN will review cardiac history, related family history and other clinical data and will discuss potential non-drug treatment options. No prescription or referral is needed. St. Joseph’s Hospital is the number one provider in the U.S of cryoballoon procedures, one of the newest minimally invasive treatment options for AFIB. To schedule your free appointment, call (855) 279-7222 (option 3).

st. Joseph’s HospitalMedical Arts BuildingHealthy Heart Center, 2nd floor3003 W. Dr. Martin Luther King Jr. Blvd., Tampa

sleeP HealtHGet the Most from CPAP/BiPAP TherapyDiscover how to get the best sleep experience possible with your CPAP and BiPAP equipment. Learn helpful tips, including how to use specific features on your devices, proper pressure settings and when to check with your physician. Clinics are free.

mondays, march 18 and 25, 10am-12pmBayCare outpatient Center (Hampton lakes/Westchase)Sleep Disorders Center12780 Race Track Road, Suite 115, Tampa

mondays, march 18 and 25, 1-3pmmorton Plant north Bay Hospital Medical Arts Building, Sleep Disorders Center 6633 Forest Ave., Suite 103, New Port Richey

tuesdays, march 19 and 26, 10am-4pm mease Countryside Hospital Medical Arts Building, Sleep Disorders Center 1840 Mease Drive, Suite 120, Safety Harbor

Wednesdays, march 20 and 27, 9am-12pmBardmoor outpatient CenterMedical Arts BuildingSleep Disorders Center8839 Bryan Dairy Road, Suite 210, Largo

Thursdays, march 21 and 28, 9-11am st. anthony’s Hospital Sleep Disorders Center 1200 Seventh Ave. N., St. Petersburg

Thursdays, march 21 and 28, 1-3pmG. Duncan Findley, mD sleep Center1625 S. Osprey Ave., Sarasota

Sleep Apnea and SurgeryObstructive sleep apnea presents challenges during surgery. If you have sleep apnea, it is important to know what vital information to discuss with an anesthesiologist prior to surgery.

Wednesday, march 20, 6pmLisa Whims-Squires, DO, Pulmonologistmease Countryside HospitalMeeting Rooms 1-33231 McMullen Booth Road, Safety Harbor

oRtHoPeDICsHand and Upper Extremity ArthritisLearn about the most current treatments for arthritic conditions of the hand and upper extremities, including nonoperative and minimally invasive surgical options. Light snacks and refreshments will be provided.

Wednesday, march 20, 12pmDouglas Carlan, MD, Orthopedic Surgeon, Fellowship-trained in hand and upper extremityst. anthony’s outpatient Center (Carillon)Conference Rooms A & B900 Carillon Parkway, St. Petersburg

Shoulder Pain – Causes and Treatment Learn about the latest diagnostic tests for shoulder issues, as well as the newest treatments available that include nonsurgical and minimally invasive techniques.

Wednesday, march 27, 12pmmohit Bansal, mD, orthopedic surgeonCountryside LibraryCommunity Room2741 State Road 580, Clearwater

Registration and prepayment are required. Space is limited.

Register today:

(813) 443-2026

Know Your Heart During Heart MonthHeart Health Screening and Education Event

Saturday, February 238am-3pm


3001 W. Dr. Martin Luther King Jr. Blvd.Tampa

Nothing is more important than your heart health. Take time during Heart Month to start living heart healthy by learning more about your health and how you can live long, heart strong.

■ Skin cancer check and healthy heart screenings (includes blood pressure, glucose, triglycerides, cholesterol and body mass index)

■ Heartsaver CPR is an instructor-led course that teaches adult hands-on CPR and AED use. *This is not a certification course and is not intended for health care professionals.

■ Healthy heart presentations, including Symptoms of Stroke and Heart Attack Prevention

■ Heart-healthy lunch

Event Fee: $10 per person

additional discounted screenings are available, including:

Special discounted screening prices are available on February 23 only as part of the Heart Health Fair.

■ CT heart score - $150 ■ Echocardiogram - $55

■ EKG - $20

■ Carotid artery ultrasound - $20

■ Peripheral vascular screening - $20 ■ A1C screening - $20

KnowYourHeart.org

Get to know your heart at the Heart Health Fair

BC1300134-0113

Susan Sheppard McGillicuddy Breast Center

StAnthonys.com/BreastCenter

Susan Sheppard McGillicuddy Breast Center St. Anthony’s Hospital 1201 Fifth Ave. N., Suite 105 St. Petersburg, FL 33705

BayCare Outpatient Imaging - Carillon St. Anthony’s Outpatient Center (Carillon) 900 Carillon Parkway St. Petersburg, FL 33716 BayCare Outpatient Imaging - St. Anthony’s 620 10th St. N. St. Petersburg, FL 33705

Schedule your appointment today!

phone: (727) 461-8555 fax: (727) 825-1411

Coordinated Care for YouWomen receiving care at our facility will have access to a clinical Patient Care Navigator in addition to all the members of her health care team. The Patient Care Navigator is a registered nurse who will facilitate a seamless transition through the breast care continuum by offering:

• Referral Coordination and Assistance

• Education

• Assistance Identifying Community Resources

• Emotional Support

When you receive care at Susan Sheppard McGillicuddy Breast Center at St. Anthony’s, you will feel comforted knowing that your health care team has worked closely with you and with each other to provide the utmost in personalized care. You will know that you have the collective experience and advice of trained specialists, and that you’ve been fully involved in all the decisions regarding your health care.

Breast Cancer Screening Schedule• Starting at age 20: Monthly breast self-exams

• Age 20s and 30s: Monthly self-exams and a clinical breast exam at least every three years

• Age 40 and over: Monthly self-exams and a mammogram and clinical breast exam every year

BC1301347-0413

East Bay Dr.

Kee

ne R

d.

Roosevelt Blvd.

BayCare Outpatient Imaging - Carillon

BayCare Outpatient Imaging

* These BayCare Outpatient Imaging locations are proud to be affiliated with the Susan Sheppard McGillicudy Breast Center.

Early Detection Saves LivesTrust Your Breast Health to Our Experts

You will have access to the most skilled, patient-focused care available.

For your mammogram, choose the breast centers of BayCare Health System, which offer the area’s most advanced, comprehensive care, and provide a continuum of specialized breast care for women of all ages. BayCare offers 13 convenient breast center locations across Tampa Bay, all designed to help you maintain good breast health through the following services:

■ Shorter time from detection to diagnosis gives you peace of mind

■ Earlier detection of abnormalities at their smallest stages means earlier care

■ You’ll be guided through your care process with our help

■ Care teams that include imaging, surgical and oncological treatment provide a comprehensive plan for you

These services and more are available at all of our convenient locations. We’re your experts for comprehensive breast care.All BayCare Outpatient Imaging Centers and breast centers are American College of Radiology accredited. Shimberg Breast Center, Susan Cheek Needler Breast Centers and Susan Sheppard McGillicuddy Breast Center are National Accreditation Program for Breast Centers accredited.

EmbraceYourHealth.comBC1302869-0913

To make an appointment for a screening mammogram, or to find a location near you:

(855) 314-8348

22

You’re Invited Open House Celebration

September 14 | 1-4pm

St. Joseph’s-South Physician Office Building10141 Big Bend Road | Riverview, FL 33578

To register: (813) 443-3010

Join us Saturday, September 14, as we celebrate the opening of BayCare Outpatient Imaging and Laboratories and HealthPoint Medical Group at the St. Joseph’s-South Physician Office Building.

space is limited. Beat the lines and preregister today.

BC1302402-0713

Fun Activities■ Balloon artists■ Face painting■ Games■ Music■ Snacks and beverages■ Prizes and giveaways

Heath Education■ Ask-a-Physician■ Bike safety demonstration■ Free health screenings■ Facility Tours ■ One Blood Mobile

BayCare’s graphic style is based on a modular layout. The rectangles can be scaled to accommodate almost any element including images, textures, solid colors, logos and copy.

Elements of the layout:

Headers and footers:– Header and footer boxes should be used to anchor the layout.

The only exceptions are billboards and web banners where space is limited.

– Left bar should be 2/3 width of overall page and be 638 light blue (or process equivalent). Right bar should be 288 blue (or process equivalent).

– Footers may include contact information not in the primary call to action (e.g. a URL, phone number or street address).

Divider lines:– Line weight should be 3pt. in most circumstances

– If > 6"x4", lines should be 2pt.

– If 11"x17" to 20”x30”, lines should be 4pt.

– Other sizes are at designer’s discretion

Photography:– Images should always be helpful, positive, warm, emotional

and tell a relevant story.

– Have at least one prominent photo. You may anchor this with other photos that help to explain the piece.

Typefaces:– Use Minion font for most headlines and Kievit for most calls to action

Call to Action:– Put pertinent location and contact information in a prominent place,

either left of the logo or in a color block on right.

Logo:– Whenever part of a system-wide campaign, the hospital logo

should be locked-up with the BayCare logo.

Basics of the Brand LayoutSection 2: The BayCare Brand Graphic Style

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BayCare’s graphic style is based on a modular layout. The rectangles can be scaled to accommodate almost any element including images, textures, solid colors, logos and copy.

Do:– Follow the basics of brand layout (see page 22).

– Make sure the header/footer bars are 2/3:1/3 proportion (shorter bar on the right).

– Make sure photos are looking into the page*.

– In a series of head shots, try to match background colors.

– Colors should be matched according to the latest swatch sheet provided by our primary newspaper vendors (currently the Tampa Tribune and Tampa Bay Times). See the Art Supervisor for the latest swatch sheets (see page 3 for contact information).

– Check justified copy for odd spacing.

– Eliminate orphans and hyphens.

– In bulleted lists, align copy left with the copy above and below (i.e., not with the bullet point)

– Capitalize numbers in Kievit font or any font where numbers fall below the baseline.

– Add a border to all newspaper ads or any ads smaller than a full page.

*Do not mirror-reverse a doctor’s photo unless requested by Marketing.

Layout Dos and Don’tsSection 2: The BayCare Brand Graphic Style

Don’t:– Forget the URL or phone number.

– Crop the tops of heads in photos.

– Cut off street names in maps.

– Use periods at the end of headline or phrase fragments. Sometimes question marks or exclamation points are appropriate.

– Use 638 light blue over a dark background or on any signage.

24

The primary typeface defined for all BayCare logos and communications is Kievit. It has been selected for its modern look and legibility in a variety of sizes.

Two weights of Kievit are used for creating the wordmark part of a logo. For the words BayCare or the names of hospitals (including locations and centers), use Kievit Bold. For the full endorsement BayCare Health System, use Kievit Book.

Consistent usage of this typeface for all of our logos promotes a cohesive visual look.

Note:All caps should be used for the numbers found in phone numbers and addresses when using the primary font

Secondary TypefaceThe secondary typeface for all BayCare Health System communications is Minion Pro. It is a classic serif typeface that is highly legible.

Typography SpecificationsSection 2: The BayCare Brand Graphic Style

Kievit BookKievit Book ItalicKievit BoldKievit Bold Italic

Minion Pro RegularMinion Pro Italicminion Pro BoldMinion Pro Bold Italic

25

Generic TypefacesThere may be instances when the primary and secondary typefaces cannot be used. In these cases, two generic typefaces, available as standard fonts on most computers, can be used.

Arial is a sans-serif typeface that looks similar to Kievit. Times is a serif typeface that looks similar to Minion Pro.

If Microsoft Word or PowerPoint documents are going to be sent to individuals without access to Kievit or Minion Pro, the generic typefaces should be used. Websites may also utilize Arial and Times in place of Kievit and Minion respectively.

Typography Specifications Generic Typefaces

Section 2: The BayCare Brand Graphic Style

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789Arial Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789Arial Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789Times Bold

3.0The BayCare Graphic Style in Use

27

For an OB/GYN referral or to request a FREE I Expect Delivery Planning Guide:

(727) xxx-xxxxURL_Here.org

I want to be sure that my delivery will be special. That will require having my baby in a calm, family-friendly environment.

That’s why the hospitals of BayCare Health System deliver more babies than anyone else in Tampa Bay. Their hospitals have private labor and delivery suites along with exceptional nursing and medical care.

Select a BayCare hospital and you too can expect a Special Delivery.

BC000000_0000

Subhead Goes in This Space

Headline Goes In This Space

16255 BayVista Drive, Clearwater, FL 33760

Footer bar• Should match header bar• Contact information not part of main

call to action can be put here. Use Kievit Bold.

Headline area• Use only approved fonts (see page 24–25)

• Headline area should run the full width of ad• Height of headline space will change depending upon content

BayCare or Participating Hospital LogosLogo will most often be located in the bottom left hand corner on all ads. Use the BayCare (shown) or co-branded logo for System Campaigns.

Call To Action• Will usually be located in a box

within the right 1/3 of the ad• Use Kievit Bold font for

phone and URL

Secondary PhotosThe use of secondary photos will be used when size allows to create more impact and feeling

Creative SpaceDesigner may increase or decrease the middle section of the ads based on ad size or content within the piece

BorderAds without a bleed should have a 4pt. white border inside a 1pt. black border

Body Copy• Use only approved fonts

(see page 24–25)• Should be 100% black for newspaper

Secondary Subheads• We will use this space for subheads

depending upon content

Main Photo• Should exude emotion and tell the story of the ad• Photos should be lightened when used in

newspaper ads

Divider linesIn full page newspaper ad, divider lines should be 4pt.

66%

66%

33%

33%

Header bar• Height varies according to ad size• Left bar is teal; right bar is blue• 2/3:1/3 size ratio• Shorter bar should be on the right

5 Common Elements of All Newspaper Ads:

Header bars that are 66:33% size ratio

Headline just below header bars

Logo on the bottom left or right

Call to action in the right column

Matching header/footer bars

Anatomy of an AdSection 3: The BayCare Graphic Style in Use

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For your special delivery, you should expect a calm, comfortable, family-friendly environment

with expertise in women’s and newborn health. You will find it all at Mease Countryside Hospital.

Mease Countryside is the hospital of choice for deliveries in North Pinellas and Pasco counties,

thanks to our skilled nurses and physicians, as well as the overwhelming support for new moms

and dads that visit our hospital. We offer restful private labor and delivery suites, lactation

experts to work on-one-on with you, an innovative bonding program called Skin-to-Skin,

educational classes for new moms and dads, and so much more. Additionally, Mease Countryside

Hospital is the only Level II and Level III neonatal intensive care unit in the area and is recognized

as a Baby Friendly Hospital by the World Health Organization. We also have an on-campus

pediatric specialty center and clinic for all your family’s needs.

For your delivery, choose Mease Countryside Hospital.

For a free physician referral or to request a FREE I Expect Planning Guide:

(727) 253-4244IExpectMore.org

Few deliveries in life are more special than having a baby.

A Special DeliveryI ExPECT

BC1300580-03133231 McMullen Booth Road | Safety Harbor, FL

Advertising sends our message out to a wide variety of people. Although it is important to be creative in advertising to engage readers, it is another communication that can benefit from the consistency brought by our graphic style.

These examples show how all the elements of the graphic style — rich color palette and textures, modular layout, typography and photography — can be used to create compelling advertisements.

The primary call to action should appear to the right of the body copy in its own box. Secondary contact information should be placed inside of footer bars on the bottom of the piece.

Place a double border (1pt black outside of a 4pt white border) around ads that are not full-page ads (excluding newspaper ads; see next page).

The co-branded logo (shown) should be used for System Campaign advertisements.

Advertisements (Magazine)Section 3: The BayCare Graphic Style in Use

SubheadUse this bar to lead the reader from the headline to the body copy. A subhead with positive typeface and no color block is equally acceptable.

Call to actionShould include what you want the customer to do and phone number, address and/or URL as appropriate. Eliminate excessive words such as “call” or “visit”. Setting type in an accent color draws the eye.

LogoThe co-branded logo (shown) should be used for System Campaign advertisements.

FooterCan include any contact information not part of the primary call to action. If not part of call to action, address should go in the left bar and URL in right bar.

29

“They saved my husband’s life.”

A horrible motorcycle accident left Billy in extreme pain from life-threatening complications.

“ We knew we needed a real ER fast, so we chose the emergency center at South Florida Baptist Hospital.”

The Emergency Center at South Florida Baptist Hospital is connected to the hospital where additional services, including surgery, are readily available. Billy chose to go to an emergency center that is connected to a hospital, so he could be in town for his personal doctor, his friends and his family. Get better emergency care ... and stay close to home.

Choose the Emergency Center at South Florida Baptist Hospital.

For more information:

(813) 443-3018

Go to PlantCityEmergency.org to watch the full story.

We Knew Where to Go in an Emergency Billy P., a real patient of South Florida Baptist Hospital

BC1300481-0213

Advertisements (Newspaper)Section 3: The BayCare Graphic Style in Use

Many of our consumer campaigns rely on newspaper advertising to achieve a broad reach. Due to the printing limitations of newspaper, some modifications to our normal graphic style are necessary.

Color:– Colors should be matched according to the

latest swatch sheet provided by our primary newspaper vendors (currently the Tampa Tribune and Tampa Bay Times). See the Art Supervisor for the latest swatch sheets (see page 3 for contact information).

– Try to eliminate black from color builds to minimize dot gain.

– For greyscale ads, subtle variations of black do not reproduce well. Use 25%, 50%, 75% and 100% preferably

Photography:– Lighten photos more than normal to

minimize dot gain.

Fonts:– Use bold, semibold or sans serif fonts

for reversed copy.

– Reversed type should typically be white over a dark color or black over a light color. Avoid using color text over a color background.

BorderInclude a double border (1pt. black outside of a 4pt. white border) on all newspaper ads.

ColorUse tints of black in 25% increments. Do not cover more than 25% of an ad with solid black as it tends to look too heavy. Dark colors tend to print even darker.

FontsWhen using reversed type in newsprint, use white or a light color over a dark color or black over a light color.

Header/Footer0.375” tall for full page newspaper ad

PhotosLighten all photos to minimize dot gain when printed.

Call to actionShould be located in the right column of ad. Standard phone number layout is (XXX) XXX-XXXX format. URLs should not start with “www.” and should be title capped as shown in the example.

LogoUse the endorsement logo for hospital-specific campaigns.

30

All the design elements of a Promotional Landing Page (PLP) and Service Line Site (SLS) are described in the section below. The Cascading Style Sheet (CSS) for the PLP and SLS define the color, the font, the style and other design elements.

Web parts:

Top Brand Bar

Top Logo Area

Media Launcher

Navigation Bar (SLS only)

Search Bar (SLS only)

Breadcrumb Trail (SLS only)

CTA Box1 (Health Risk Assessment)

CTA Box2 (Find a Doctor)

CTA Box3 (Classes and Events) (SLS only)

Main Content Area

Form Submission

Phone Number

Bottom Logo Area

Social Media Bar

Fat Footer (SLS only)

Bottom Brand Bar

Copyright Section

6 px

6 px6 px

990 x 34 px

6 px

6 px

6 px

6 px658 x 34 px 326 x 34 px

326 x 100 px

Expandable

326 xExpandable

Container = 658 x 260 pxImage= 656 x 258 px

1002 px

6 px

6 px 6 px

658 x 34 px 326 x 34 px(dark blue rectangle)

6 px

6 px

326 x 260 px

3 77 3 3 77 3 3 77 3 3 77 3 3 77 3 3 77 3 3 77 3 3 77 3 3 77 3 3 77 3 3 77 3 3 77 3

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Website Homepage LayoutSection 3: The BayCare Graphic Style in Use

31

Website Guided Search Find a Service

Section 3: The BayCare Graphic Style in Use

No Filters Applied Filters Applied

Search Applied

A Entire category filterB Sub-category filter

D Filtered by search term “Fibrillation”

E “Fibrillation” further filtered by category

A

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Website Guided Search Find a Location


No Filters Applied Filters Applied

A Zip code filterB Filtered by distanceC Pinpoints programmed to offset

if overlapping

D Further filtered by facility

A

B

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33

E-mail Campaigns Internal and External


E-mail marketing is a cost-effective and powerful tool in BayCare’s marketing and communication strategy. While traditionally limited in style and format, it is still possible to reinforce brand guidelines in a consistent manner.

550pxHeadline• Clearly informs the reader

what the e-mail is about• Keep succinct and

to-the-point. • No photos in headline area

Subhead• Further defines

what the e-mail is about

Call to Action• Must have an

html link but may also have a phone number

• Always on the right bar in a 2-column layout

Logo area• Centered over left bar

2-Column Single Column

34

For more information:

(727) 462-7745

Endoscopic ultrasound (EUS), also known as endoscopic ultrasonography, is the newest advancement in the field of endoscopy. EUS is used in the diagnosis and treatment of cancer. The new technology combines both endoscopy and ultrasound technology. The combination is achieved by placing a small ultrasonic transducer into the tip of an endoscope. As a result, the physician is able to evaluate the entire thickness of the gastrointestinal tract for any associated abnormalities including cancers.

Wide Range of Cancer DiagnosesEndoscopic ultrasound helps physicians evaluate and diagnose esophageal, gastric, pancreatic and rectal cancers. Endoscopic ultrasound also helps physicians determine lymph node status.

Superior Diagnostic MethodWhen it comes to the diagnosis and staging of cancer, endoscopic ultrasound is a better diagnostic tool than CAT scan imaging.

With endoscopic ultrasound:

• Resolution is greatly improved, since the probe is attached directly to the endoscope and is placed close to the area being examined.

• The depth of gastrointestinal lesions can be measured.

• The physician can distinguish between lesions and other tissue structures as small as 3 millimeters in size.

• Biopsy specimens can be collected using fine needle aspiration (FNA).

Therapeutic Uses for Endoscopic UltrasoundAlthough primarily used for diagnosis and staging, EUS also has therapeutic benefits:

• Assists in the removal of large, gastric polyps or folds

• Used to drain pancreatic pseudocysts

Endoscopic Ultrasound at Work

Stomach Mass: Confirmed to be benign lipoma by EUS.

Stomach Mass: Diagnosed benign muscle tumor by EUS —prevents surgery.

Esophageal Cancer: Confirmed by EUS to be operable.

Rectal Tumor: Staged invasive by EUS —preoperative radiation will reduce chances of recurrence.

Pancreatic Tumor: Confirmed by EUS to be removable by surgery.

new advancement in Cancer Diagnosis

BC1301519-0513

MortonPlant.org MortonPlant.org

Morton Plant Hospital300 Pinellas St.Clearwater, FL 33757(727) 462-7745MortonPlant.org

The success of Morton Plant Mease Health Care is made possible through the generosity of patients, their families and members of the local community. For more information about Morton Plant Mease Foundation, call (727) 462-7036 or visit MPMFoundation.org.

For more information about endoscopic ultrasound:

(727) 462-7745

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Your RoomYour room is your home while you are here with us, and we want you to be comfortable. You have control of your room temperature, the lighting and the position of your bed. Using your remote control, you can access a wide array of channels and health education programs. For assistance with any of these features, please consult with your nurse. If you need help at any time, you can also speak with a nurse by using the call button conveniently located on your bed.

Room FeaturesYour room is your home while you are here with us, and we want you to be comfortable. You have control of your room temperature, the lighting and the position of your bed. You can order your choice of meals anytime between 6:30am and 9pm, if your diet is not restricted for any medical reason. Using your remote control, you can access a wide array of channels and health education programs on the television. For assistance with any of these features, please talk with your nurse. If you need help at any time, you can also speak with a nurse by using the call button conveniently located on your bed. In addition, an alarm is available in your private bathroom in case you need assistance while using the bathroom.

stay ConnectedWe offer a number of services to help you keep in touch with your loved ones and connected to the community.

TelephonesSt. Joseph’s Women’s Hospital provides each patient with a telephone, at no cost, so you can keep in touch with friends and family during your stay. To access in-room phones for patients at St. Joseph’s Women’s Hospital, outside parties should dial (813) 879-4730; a representative will answer and transfer the call or if all lines are busy they will be prompted to enter the four-digit room number of the patient. If the room number is unknown, friends may call the hospital’s main phone number at (813) 879-4730 and provide the patient’s first and last name. This service is available as long as the patient has agreed to be listed in the hospital directory. For the hearing impaired, assistive devices for communication needs can be obtained by informing your nurse.

Phone ChargesIncomings phone calls, along with all local, toll-free and in-hospital calls, are offered at no charge to patients. Long distance calls, including long distance

social Work services: (813) 872-3915Social workers are available on your unit to help you and your family plan for your discharge from the hospital. Social workers can help you plan for ongoing medical needs by giving referrals to home health, skilled nursing or rehabilitation services. Your social worker is a valuable resource for information about community services that may be useful to you during your recovery.

When You leavePatient ExitWhen your doctor says you are ready to leave the hospital, we will provide you with specific discharge instructions. Please be sure to ask your nurse any questions you may have about leaving the hospital or obtaining follow-up care.

Hospital Billing: (813) 872-2959Most insurance plans do not provide full coverage for hospitalization. It is important to remember that your insurance coverage is a contract between you and your insurance company. St. Joseph’s Women’s Hospital will help you file your claim. However, you are ultimately responsible for payment of your hospital bill. Prior to or at the time of service, we will assist in finalizing arrangements to pay the estimated portion of your bill that will not be covered by insurance. You may pay by Visa, MasterCard, Discover, check or cash. A hospital bill will be mailed to your home. If you have billing questions after discharge, you can contact our central business office at (813) 852-3501.

Financial Assistance: (813) 872-3993If you feel that you will be unable to pay your hospital bill, you may qualify for financial assistance. To determine your eligibility for this program we will ask you to complete a financial statement providing proof

information requests, must be billed to a calling card or third-party telephone number. These calls are billed at standard Verizon long distance rates. St. Joseph’s Women’s Hospital does not mark up the cost of any telephone call made from patient rooms. To make an outside call, dial 9 and the phone number.

Mobile PhonesEnhanced cellular service throughout the hospital supports service for most carriers. Cell phones may be used in patient rooms as well as common areas of the hospital including waiting rooms, lobbies and outdoor gardens.

Wireless Internet (Wi-Fi) Access• Wireless Internet (Wi-Fi) Access: St. Joseph’s

Women’s Hospital offers complimentary Wi-Fi access (hotspots) in most public areas of the hospital.

• Internet Access Kiosks: St. Joseph’s Hospitals are happy to offer complimentary Internet access at kiosks in the Women’s Hospital lobby.

* Due to the many configurations of today’s computer systems, we are unable to offer technical support should you experience difficulties. We are not responsible for lost or stolen items.

CarePagesSM Personal Web SitesSt. Joseph’s Women’s Hospital understands the importance of communicating with family and friends during an illness, pregnancy or any medical situation. Our complimentary CarePages service provides families the ability to easily set up their own personal Web site in just a few minutes, in order to easily communicate with family and friends. Access this service by clicking on the CarePages icon from one of our Internet kiosks or on the front page of our Web site (StJosephsWomens.org).

My e-Health NewsletterTo receive this free, personalized monthly e-newsletter, sign up at StJosephsWomens.org.

ValuablesSt. Joseph’s Women’s Hospital recommends that patients do not bring personal valuables to the hospital. You are responsible for valuables left in your room. For information about placing your valuables in the hospital safe, contact your nurse.

of income (including tax returns, bank statements, living expenses and other pertinent information). To learn more, contact a member of our financial assistance team before discharge.

Other ChargesYour hospital bill will not include charges for physicians’ medical services. You will receive separate medical bills from the physician who admitted you and from any other physician who treated you. You may receive bills from other physicians for special services requested by your physician, such as radiology exams, lab work and anesthesia. If you have questions regarding these bills, please contact the provider directly, using the number listed on your bill.

Medical Records: (813) 872-2979After you go home from the hospital, you may wish to obtain a copy of your medical records. You can do so by calling or visiting the Medical Records Department. You will be required to sign an Authorization for Release of Medical Records and must show valid photo identification. There will be a charge for an electronic copy of your medical record.

Radiology/X-rays: (813) 443-7141If your physician requests a copy of any radiology exam completed while at St. Joseph’s Women’s Hospital, call film checkout and allow 24 hours to copy your x-rays/films before you pick them up. You are required to sign an authorization for release of x-rays and must show valid photo identification.

7

It’s All About You

6

StJosephsWomens.org

3030 W. Dr. Martin Luther King Jr. Blvd.Tampa, FL 33607(813) 879-4730

BC120121-0712

Brochure copyCopy should be laid out in columns depending on size of sheet. For a trifold brochure, one column per panel is recommended. For larger brochures, copy may need to be split into two or more columns. Headers and bullet points in an accent color create a nice look.

Brochures are one of the main formats for communicating information. Although there are various sizes of brochures, standard sizes that are often used are:

• Standard (8.5" x 11")

• Oversized (6" x 11")

• Half Letter (5.5" x 8.5")

• Trifold (4" x 9")

This page presents an overview of what a standard brochure looks like when the graphic style has been applied consistently from front cover to back. The cover features the modular layout, photographs that follow the defined style, our standard headers and footers, typography in the primary and secondary typefaces, colors from the palette and the logo presented in two colors without any surrounding distractions. Consistent use of color, typography, photography and other graphic elements appears on inside spreads too.

BrochuresSection 3: The BayCare Graphic Style in Use

Brochure – Trifold

MapsMaps are commonly found on back covers and within documents. See page 50 for map styles.

Divider lines 3 pt.

Back panelAddress area should be Kievit. Foundation statement accompanies many brochures.

Header and FooterBoth bars should be 1/4" tall for brochures. The footer bars serve as an appropriate place for contact information including address, phone and URL.

Welcome GuideFor Patients

StJosephsWomens.org

Endoscopic Ultrasound

35

VideoSection 3: The BayCare Graphic Style in Use

Videos are recorded most often for use on our websites (consumer portal, promotional landing pages, service line sites) for health education purposes. Both health education (e.g. BayCareEvents.org) and the BayCare YouTube video channel are System Marketing campaigns and therefore are co-branded. The layout is based on a standard 16x9 format.

We host the videos through YouTube which uses a standard 16x9 format but will reduce for smaller screen sizes based on the user’s screen size.

A layered PSD file is available to recolor the header and footer according to a service line, hospital or campaign. The default colors are the standard BayCare colors: PMS 288 and 638.

1920px

1280px 640px

1080px

Copy area• Use only approved fonts

(see pages 24–25)• Center all copy• Can be multiple lines

when needed

Logo area• Use co-branded

logo rather than endorsement brand

End SlateContent Slate

Introduction Slate

36

CommercialsSection 3: The BayCare Graphic Style in Use

Commercials supporting System Campaigns will have the BayCare logo with the appropriate URL or toll-free number on the end slate only. Commercials supporting service line campaigns will have content slides tagged with the URL and phone number (optional) on the left and BayCare logo or co-branded lock-up on the right.

The end slate will have the URL only along with the appropriate logo. A layered PSD file is available to change copy and logos. HD (1920x1080p) is exported for each commercial although an NTSC (720x480p) format may be needed occasionally.

HD = 1920px

HD

= 10

80px

Copy area• Campaign URL or name only• URL is at the top• Center copy• Font color:

URL Font• 36 pt• Minion Pro• Scale: 100

Check Logo Distort:• Double-click on logo clip• Click on Motion tab• Set Aspect Ratio number

value (ex. 12.5) to ‘0’

Title Safe• Innermost tick marks

are equal to title safe on a center cut 4x3 broadcast. This will allow for easy conversion to NTSC format.

• Keep all copy within Title Safe marks.

Overscan• Outermost tick marks

are equal to overscan on a center cut 4x3 broadcast.

Logo area• Use BayCare brand

or co-branded logo

BayCare Campaign Commercial• Logo/URL or phone number will appear on end slate only, not on content slides

End Slate

Content Slate

URL Font• 18 pt• Minion Pro• Scale: 100• H-213 S-99 B-51

(color value)

BayCare brand or co-branded lock-up• The BayCare brand

or co-branded lock-up is used for all System Campaigns.

37

BayCare Health System16255 Bay Vista Drive Clearwater, FL 33760

NONPROFIT ORG.U.S. POSTAGE

PAIDTAMPA, FL

PERMIT NO. 1311

For your mammogram, choose the breast imaging centers of BayCare Health System. You’ll receive the area’s most advanced, comprehensive care at 14 convenient breast imaging center locations across the Tampa Bay area. Precision readings give you peace of mind, and we help guide you every step of the way. Our wide range of specialized breast care for women of all ages is designed to help you maintain good breast health. Keep having happy birthdays by scheduling your mammogram today.

Early Detection Saves LivesTrust Your Breast Health to Our Experts

All BayCare Outpatient Imaging Centers and breast centers are American College of Radiology accredited. Hinks and Elaine Shimberg Breast Center, Susan Cheek Needler Breast Centers and Susan Sheppard McGillicuddy Breast Center have been designated Breast Centers of Excellence by the National Accreditation Program for Breast Centers.

EmbraceYourHealth.com BC1300170-0613

To make an appointment for a screening mammogram or to find a breast imaging center location near you, visit EmbraceYourHealth.com or call (866) 696-6690.

BayCare Breast Imaging Centers

IndiciaUse the BayCare non-profit permit numbers whenever possible

Address area (postcard)Should always follow USPS standards including clear space, position of indicia, return address and correct permit number

For highly targeted campaigns, direct mail plays a prominent role in our marketing efforts. Creative design is encouraged when the budget allows. For general postcard mailing, the following attributes apply:

• The cover should be clean with an engaging message and visuals.

• The message on the back should be concise with a strong call to action that includes a URL and/or phone number to learn more or sign up.

• Use a BayCare non-profit indicia whenever possible.

• For consistency, a limited number of layouts should be used. See the Art Supervisor (contact information page 3) for the latest templates.

• Layout should always be approved by USPS officials.

Direct MailSection 3: The BayCare Graphic Style in Use

Have Some Cake... And a Mammogram, Too!

For many more birthdays filled with good health, make an appointment with us for your annual screening mammogram.

EmbraceYourHealth.com

Personalization Use personalized messages whenever possible on direct mail campaigns.

38

Direct Mail TemplatesSection 3: The BayCare Graphic Style in Use

General

Layout 1

Layout 2

Layout 3

Back

Women’s Services Children’s Services

URLGoesHere.org 10pt minimum

Nam, temporitia quide as es sequassus et aute magnatia culparis ad molupta testiorum ut estempo rerio. Ut escipsam ad qui offi ciis incto qui offi ci omni nimpe pratusant ilignati offi caturion necuptate rem es aut el in conem imostessi offi c tes dolorep udamet ea conet et

Call to Action can be in Kievit Bold

Headline Goes Here

Horizontal photo here




Headline Goes Here





Headline Goes Here





Headline Goes Here





Headline Goes Here



More copy here if needed. For example, you could use the video camera and “Watch Person x’s full story: URL”

Quid utatist, unt exeraes

cidicidempe odis aut aut dendae

este occusciis est et ut molut

offi ciae id magnam iundic tem

eum duciis as rem entint ene

voluptatur? Quia di nem aut am

eatis sam doleceario. Unt vent.

Agnim doluptur as sit


Headline Goes Here


Headline Goes Here













Headline Goes HereQuid utatist, unt exeraes













Headline Goes Here



Headline Goes Here











Hospital NameStreetCity, ST Zip

Map here

Headline Goes Here.Sometimes you need two lines.

Body Copy here

Il im laut quam, optatem. Natat essitatem et fugia nobita volorerae venihit asperundam que elest laccaborem quiam qui quam fuga. Et enitatium, si quas re et mos eos volupta spelliquas is ereribus, ullum sapiti sitaspidella etur?

■ Et lis in nis moluptatio dolore volupici del ima voluptis dis quo bea nusda veliqui anim simo blab

■ Ipsae moluptatur re, eveliqui tenduntiam,



Map here


Body Copy here






Map here


Body Copy here






Map here



Body Copy here





Map here


Body Copy here





Headline Goes HereSubhead Goes Here

Solent porem. Icil il et magnam quatibus veni ute et ute dolore nobisqui quam, of-fi cab oremporemqui net dolore volorro remposseque platur molles imin perrum ipiendunti quiandam exero voluptatior sitatibus alitatent, solorporro et la verum ab id quaepudae aut doluptis accabor erspero et quas doluptur, od qui inum as ist, nem aboriberum verfere, ommoditae pa verspie ndellaute offi ci dolupti nosa

Vertical photo here


Headline Goes Here Vertical photo here

Subhead Goes Here




Subhead Goes Here




Subhead Goes Here



Headline Goes HereSubhead Goes Here


Vertical photo here


39

TrustedForLife.org

You Know BayCare

We’re Home Care BayCare.org

Outdoor / BillboardsSection 3: The BayCare Graphic Style in Use

Outdoor communication should be short and direct. Keep the word count to a minimum and avoid unnecessary punctuation. Phone numbers should be used rarely. Use bold, semibold and/or sans serif fonts for maximum readibility. Use bold colors that will not fade in direct sunlight. Use a 50% tint of PMS 638 with PMS 288 blue text overlaid.

FontsUse Minion Bold or Kievit Bold font for maximum readibility.

LogoThe vertical version of the logo (see page 13) can be used on billboards where space is an issue.

Hospital Campaign

System Campaign

40

Everything Health, Everywhere CareMay Classes and Events

BayCareEvents.orgBC1301374-0413

Take your first step by attending a free Weight Loss Information Session to learn more about the adjustable gastric band procedure. Light refreshments will be served.

Thursday, May 2 at 6pm Robyn Ache, DO Meeting Rooms A & B St. Anthony’s Outpatient Center (Carillon) 900 Carillon Parkway St. Petersburg

Thursday, May 16 at 6pm Tiffany Jessee, DO Meeting Rooms A & B St. Anthony’s Outpatient Center (Carillon) 900 Carillon Parkway St. Petersburg

Toll-Free: (855) 291-3999

YouTransformed.org

WEIGHT LOSS SURGERY INFORMATION SESSIONS

To register for a class or for a physician referral:

(727) 953-6835

stroke Health FairJoin us at St. Anthony’s Hospital for an informational event to learn about stroke prevention and treatment. Register for screening appointments and to attend the presentations by St. Anthony’s physicians and staff. Lunch will be provided.

Friday, may 17, 9am-2pm St. Anthony’s Hospital – Auditorium 1200 Seventh Ave. N., St. Petersburg

activities include: ■ Healthy cooking demonstrations■ Healthy snacks offered throughout the fair■ Chair exercise demonstrations■ Raffles and giveaways

to register for this free event:

(727) 940-2862neurology

Understanding memory Disorders Get the latest update on memory disorders and what diagnostic testing and treatment options are available. Light snacks and refreshments will be provided.

Monday, May 13, 6pm Michael Franklin, MD Neurologist St. Anthony’s Hospital Auditorium 1200 Seventh Ave. N., St. Petersburg

oncology

advances in Breast Cancer Find out about the latest risk factors associated with breast cancer. Learn the latest advances and surgical options available for breast cancer patients. A light

lunch will be served.Wednesday, May 29, 12pm Larry Williams, MD Surgeon St. Anthony’s Hospital Auditorium1200 Seventh Ave. N., St. Petersburg

orthopedics

Hand, Wrist and Finger Injuries Learn about injury prevention and the latest treatments for pain and injuries of your fingers, wrists and hands. Discussion will include the prevention and treatment of ailments such as repetitive strain injuries, carpal tunnel, tendonitis and thumb arthritis.

Wednesday, May 8, 5:30pm Douglas Carlan, MD, Orthopedic Surgeon Fellowship-trained Hand and Upper Extremity St. Anthony’s Outpatient Center

Conference Rooms A & B 900 Carillon Parkway, St. Petersburg

Preparing for Joint Replacement Surgery

Join us for an essential educational class for patients facing total knee or total hip replacement surgery.

Learning as much as you can about your surgery will help you play a more active role in your recovery. That’s why the health care professionals at BayCare developed the Pre-op Total Knee and Total Hip Class. This class will increase your general knowledge of total joint replacement, help you prepare for surgery and guide you through recovery.

Pre-op Total Knee and Total Hip Class

Class is held every Tuesday, 1-3pmmease Countryside Hospital 3231 McMullen Booth Road Safety Harbor, FL 34695Refreshments will be served.

To reserve your space, call (727) 249-9386 today with your:

■ Name and phone number ■ Type of surgery (total knee or

total hip replacement)■ Surgery date ■ Surgeon’s name

MeaseCountryside.orgBC1301604-0513

Similar to newsletters, information sheets/flyers are distributed widely and should look the same as other communications developed for BayCare.

The examples shown here feature the modular layout, photographs that follow the defined style, typography in the primary and secondary typefaces, colors from the palette and a defined brand area.

Information Sheet / FlyerSection 3: The BayCare Graphic Style in Use

Call to actionCan be located above the logo or to the left.

LogoAs part of a system health education campaign, this information sheet will use the co-branded logo.

MarginLeave a 1/4" white margin around all information sheets so they do not bleed and can be printed on standard letter-sized paper.

CopyUse the flexible modular layout to segregate copy making information easy to find.

41

Newsletters are another widely used communication that should have a consistent graphic look. Our team member newsletters are printed and emailed weekly, and follow a specific look. The BayCare blues (PMS 288 and 638) and primary font (Kievit) are prominent elements of the design. The BayCare endorsement style logo is used for all CHA newsletters.

NewslettersSection 3: The BayCare Graphic Style in Use

StatNewsWhen Pamela Wright Hicks, admitting, signed up to volunteer during the St. Anthony’s Triathlon week-end last year, she didn’t know what to expect.

“It was my first time volunteering at the Triathlon. I wasn’t sure where I would be and what I would be doing until I got my assignment,” Pam said. “I figured it would be fun and I would stay busy.”

Pam was right. “I helped hand out awards after the Meek & Mighty Triathlon,” she said. “It was so inspiring to see so many athletes of different ages and skills coming up to get their awards. It was truly so much fun to be a part of it.”

You can join Pam again this year as she has already signed up to volunteer during the St. Anthony’s Triathlon weekend, April 27-29. More than 1,000 volunteers are needed to help the thousands of athletes who will be on hand for the meek and mighty on april 28 and the main race on april 29.

“The weekend is fast paced, exciting and fun,” said susan Daniels, Triathlon manager. “We need volunteers for just about everything you can think of during the Expo and at both races.”

Volunteers are needed for a number of areas, such as body marking, athlete check-in, course marshal, water station and more to help make the Triathlon weekend a success.

Volunteers receive a commemorative race T-shirt, access to the volunteer hospitality tent and the chance to experience first-hand one of St. Petersburg’s signature events. Don’t delay

signing up to ensure that you get your volunteer position of choice. You will receive your volunteer schedule, directions and parking instructions before the triathlon, which is part of the Ironman 5150 Triathlon Series.

The Triathlon also has received two new designations since last year: It has been named one of the 10 Biggest Triathlons in the United States by Active.com. The Triathlon also has been named one of 10 USA Triathlon Regional Championship events for 2012. The regional events qualify the top 33 percent per age group for the USA Triathlon Age Group National Championship. The 2012 Age Group National Championship will take place in Burlington, Vt., on Aug. 18.

In an effort to go green and be paperless, Triathlon officials are asking all volunteers to sign up online at satriathlon.com. “Athletes take care of their minds and bodies and also like to protect the environment,” Susan said. “This is our way of supporting those efforts.”

When you register online, just provide your name, email address and other information, including the times you are available and what area you would like to work in.

If you know of or are a part of a charitable organization, there are volunteer fundraising opportunities for groups, such as schools, clubs, churches and other not-for-profit organizations. Please call (727) 825-1521 for more information. You can also follow the Triathlon on Facebook at facebook.com/

That’s Pamela Wright Hicks, admitting, in the middle as she helped pass out awards after the Meek & Mighty Triathlon.

When the St. Anthony’s Triathlon announced a change to the swim course, a photo from the 2011 Triathlon and the news could be seen in New York’s Times Square.

Volunteers Needed for St. Anthony’s Triathlon

March 16, 2013

Inside This Issue: Town Halls Set for March 20 | Easter Egg Hunt Extravaganza on March 24 | Diabetes Alert Day on March 27

42

Some of the most visible pieces of communication are the business card, letterhead and envelope. Because so many people use these applications within BayCare, applying the graphic style consistently is very important.

Shown here are examples of the business card. It is important to note that the logo always appears in the same position, whether it is the BayCare logo or one of the hospital logos.

Stationery (business cards, letterhead, envelopes, note cards, mailing labels, etc.) can be ordered from RICOH (formerly IKON) which has the latest logos and layout requirements.

Stationery and Business CardsSection 3: The BayCare Graphic Style in Use

John DoeTitle

DEPARTMENT/FACILITY123 Main St., Anytown, US 00000T. (727) 555-1234 C. (727) 555-1235 F. (727) [email protected] | BayCare.org

John DoeTitle


John DoeTitle


John DoeTitle


John DoeTitle


John DoeTitle


43

Stationery Guidelines Business Card

John DoeTitle

Department/Facility123 Main St., Anytown, US 00000T. (727) 555-1234 C. (727) 555-1235 F. (727) [email protected] | BayCare.org

John DoeTitle


John Doe, MDTitle


John Doe, MDTitle


NAME11pt. Kievit Bold

13pt. LeadingUpper/Lower Case

Flush LeftPMS 288

DEPT/FACILITY8pt. Kievit Bold10pt. LeadingUpper CaseFlush LeftPMS 638

ADDRESS7pt. Kievit Book9pt. LeadingUpper/Lower CaseFlush LeftPMS 288Note: make the numbers ALLCAPS to correct the baseline, otherwise the numbers appear to be on different levels.

TITLE8pt. Kievit Book

10pt. LeadingUpper/Lower Case

Flush LeftPMS 288

T/C/F6pt. Kievit Black

8pt. LeadingUpper Case

Flush LeftPMS 288

NOTEwhen there are four numbers, stack them on two lines like this:

T. (727) 555-1234 C. (727) 555-1235 P. (727) 555-1237 F. (727) 555-1236

0.45”

0.1875” min

0.1875” min

0.45”

2”

3.5”

PMS 288

PMS 638

0.45”

0.45”

2”

3.5”

PMS 288

PMS 638

0.45”

0.1875” min

0.45”

2”

3.5”

PMS 288

PMS 638


BayCare

General Specifications

Hospital

BayCare Division

44

Stationery Guidelines Letterhead

123 Main StreetAnytown, US 00000T. (727) 555-1234 F. (727) 555-1236

1.125 1.125

0.9375

ADDRESS9pt Kievit Book11pt LeadingUpper/Lower CaseFlush LeftPMS 288Note: make the numbers ALLCAPS to correct the baseline, otherwise the numbers appear to be on different levels.

123 Main StreetAnytown, US 00000T. (727) 555-1234 F. (727) 555-1236

1.125 1.125

0.9375

ADDRESS9pt Kievit Book11pt LeadingUpper/Lower CaseFlush LeftPMS 288Note: make the numbers ALLCAPS to correct the baseline, otherwise the numbers appear to be on different levels.

Hinks and Elaine ShimbergBreast Center123 Main StreetAnytown, US 00000T. (727) 555-1234 F. (727) 555-1236

1.125” 1.125”

0.9375”

DEPARTMENT/CENTER/INSTITUTE/PROGRAM10pt. Kievit Bold12pt. LeadingUpper/Lower CaseFlush LeftPMS 638

ADDRESS9pt. Kievit Book11pt. LeadingUpper/Lower CaseFlush LeftPMS 288Note: make the numbers ALLCAPS to correct the baseline, otherwise the numbers appear to be on different levels.

Align the end of the longest line to the 1.125 inch right margin. Text box can move to the left to accommodate longer address lines, but do not let text to into margin area.


BayCare Hospital Center

BayCare Division

45

Stationery Guidelines Envelope

123 Main St.Anytown, US 00000

123 Main St.Anytown, US 00000

Cancer Institute123 Main St.Anytown, US 00000

DEPARTMENT/CENTER/INSTITUTE/PROGRAM10pt. Kievit Bold12pt. LeadingUpper/Lower CaseFlush LeftPMS 638

ADDRESS9pt. Kievit Book11pt. LeadingUpper/Lower CaseFlush LeftPMS 288Note: make the numbers ALLCAPS to correct the baseline, otherwise the numbers appear to be on different levels. 1-color envelopes (black or PMS 288) are also acceptible.

0.75”

0.2”

0.2”

0.2”

0.625”

4.125”

0.75”

0.625”

4.125”

0.1875”

0.625”

4.125”


BayCare

BayCare Division

Hospital Institute

Note:Logo size can be adjusted for oversized envelopes

46

John Doe, MDTitle

Morton Plant Hospital123 Main St., Anytown, US 00000T: (727) 000-1234 C: (727) [email protected] | BayCare.org

The formatting of e-mail signatures must display plain text only. Team members are prohibited from using HTML coding, quotations, images and other forms of rich text in their e-mail signatures. Team members may not download personal photos, designs or images for use as background or stationary.

E-mail signatures may contain the following information:

• Team member first name/last name + credentials

• Title

• BayCare entity name

• Address

• Office phone

• Cell phone (optional)

• E-mail and URL

When available, Kievit font should be used. If not available, Arial is an acceptible substitute.

E-mail SignaturesSection 3: The BayCare Graphic Style in Use

John Doe, MDTitle

Morton Plant Hospital123 Main St., Anytown, US 00000T: (727) 000-1234 C: (727) [email protected] | BayCare.org

Using Kievit font

Using Arial font

12pt.

9pt.

47

PowerPoint Templates BayCare


BayCare has a standard presentation template for use in all company presentations. Standardized presentations help us by:

• Reinforcing a uniform look across the system

• Saving presentation development time

• Allowing presentations to be easily combined

PowerPoint templates may be found on the BayCare Intranet under the Departments/Marketing tab.

2

Main Slide Template For All Presentations

•  Use Arial font, black •  For emphasis, use branding color BLUE •  To add a photo-only slide, click on the “New

Slide” drop-down menu to select “Picture with captions”

1

Title Slide Line 1

Title Slide Subhead Line 1 Title Slide Subhead Line 2

Cover slide

Content slide 1

48

PowerPoint Templates BayCare HomeCare, Morton Plant Mease and St. Anthony’s


Title Slide Line 1

Title Slide Subhead Line 1�

Title Slide Subhead Line 2


Title Slide Line 1




1

Title Slide Line 1

Title Slide Subhead Line 1 Title Slide Subhead Line 2

BayCare HomeCare

Title Slide Line 1




Title Slide Line 1




Title Slide Line 1




49

PowerPoint Templates St. Joseph’s Hospitals and South Florida Baptist Hospital


Title Slide Line 1




Title Slide Line 1




Title Slide Line 1



St. Joseph’s Hospital-South

Title Slide Line 1




Title Slide Line 1




Title Slide Line 1 Title Slide Subhead Line 1 Title Slide Subhead Line 2


50

With 270+ points of entry into our health system, maps are a critical element to many consumer-facing pieces.

Shown here are examples of various driving and campus maps. Street names should be set in Kievit bold. Streets should be indicated with bold, white lines. Water should be a tint of blue (PMS 288) and land should be a tint of green (PMS 562).

MapsSection 3: The BayCare Graphic Style in Use

Gulf to Bay Blvd. South FloridaBaptist Hospital

MAINENTRANCE

Main Parking

SOUTH ENTRANCESURGERY CENTER

FOCUS-Women’s Care1603 W. Reynolds St.

SwindleDiagnostic Center

1702 W. Reynolds St.

Ale

xand

er S

t.

W. Reynolds (Hwy. 574)

Oak Ave.

Plan

t Ave

.

Thonotosassa Rd.

Reynolds St.

Oak Ave.

Lowry Ave.

Reynolds St.

Thonotosassa Rd.

Baker St.Risk St.

Plan

t Ave

. Aca

cia

St.

Mob

ley

St.

Lem

on S

t.

Thonotosassa Rd.

Ale

xand

er S

t.A

lexa

nder

St.

Victoria St.

EMERGENCY/FIRSTCAREWALK-IN ENTRANCE

4

51

Another prominent visual communication device is the side of vans and trucks that we use. Although they may be applied differently than in other applications, the same graphic style elements are used.

Two examples are shown here. In the top example, the brand bars and logo lock-up are used in a slightly different configuration, but create a recognizable look. The bottom example shows how the elements can be used on a much larger scale while still maintaining our specific style.

VehiclesSection 3: The BayCare Graphic Style in Use

52

Note: See separate BayCare Sign Guidelines for a full details on various exterior sign types (see page 3 for contact information).

Introduction A standard design has been developed for all BayCare and hospital campus signs. This design includes standardized specifications for shape, colors, layout, structure materials, facing materials and lighting. The actual square footage of the sign facings are determined by city or county sign regulations.

General GuidelinesThe most important part of creating signage is determining the hierarchy of information. The BayCare or hospital logos should always appear first, followed by directional indications. Directional information should be presented using the primary typeface Kievit. Centered logos should be used in special circumstances only and must be approved. All signage must be reviewed and approved by BayCare Marketing and Communications Governance Committee.

Note: The BayCare Health System endorsement must be enlarged when used on external signage. The endorsement must be large enough to be readable from the road. The lettering should be resized through BayCare Creative Services.

SignageSection 3: The BayCare Graphic Style in Use

53

Site Campus Identification / Directional Family Zone 1


This illuminated sign identifies an entire hospital or medical center campus, and arrow directional information for entries and associated listed destinations. This sign should be prominently located within view of the major campus frontage roadway. The sign displays both the BayCare Health System endorsement and the individual facility name. This sign is typically double-sided and placed perpendicular to the roadway.

SIGNTYPE: EXT-A.1 SIGNTYPE: EXT-A.2 SIGNTYPE: EXT-A.3

EMERGENCY

Destination oneDestination two

EMERGENCY


4444 4444

Destination threeDestination fourDestination �ve


4444

54

Site Directional Family Zone 2


This illuminated sign is located at major intersections on campus perimeter roadways, and provides direction for motorists to major campus entries. This sign displays the BayCare Heath System endorsement, the individual facility name, and arrow directional information for entries and associated listed destinations. This sign may be single-sided and placed facing oncoming traffic, or double-sided and placed perpendicular to the roadway, depending on the roadway configuration.



Destination threeDestination fourDestination �ve

SIGNTYPE: EXT-B.3 SIGNTYPE: EXT-B.4 SIGNTYPE: EXT-B.5

EMERGENCY

Destination oneDestination twoDestination three

Destination fourDestination �veDestination six

SIGNTYPE: EXT-B.1 SIGNTYPE: EXT-B.2

55

Everyone likes pens, t-shirts and other merchandise, and they are a great way to promote our brand. However, it is important to apply the BayCare or hospital brands to merchandise with precision and care.

On some applications, the 2-color logo may be the most appropriate (as shown on the pen and coffee mug). Other applications, such as the polo shirt and hat, may be more effective using a solid color from the BayCare palette (preferably BayCare Blue) with the 2-color reverse logo. The best logo to use will be determined by the application. More importantly, apply the logo with consistency and ensure that it is reproduced with the highest standards possible.

The t-shirt design on the right is the approved design to be worn by team members at any event endorsed by BayCare.

Note: The BayCare Health System endorsement may need to be resized when used on promotional items or shirts. The verbiage can be resized through Creative Services. Also, see page 15 for minimum logo sizes.

MerchandiseSection 3: The BayCare Graphic Style in Use

56

To the right is an example of how the BayCareidentity system can be translated for tradeshow displays

Tradeshow DisplaySection 3: The BayCare Graphic Style in Use

APPENDIxBayCare Brand Architecture

58

Introduction

The BayCare Brand Architecture is an organizational “framework” for the brand. It helps us to present BayCare and its hospitals and entities in a coordinated and coherent way. This architecture has been developed for the consumer and health care provider audience to help them understand the breadth of offerings within BayCare Health System. The BayCare Brand Architecture:

• Both endorsement and co-branding strategies are employed to make clear the relationship between BayCare, its hospitals and its other operating entities.

• Presents our brand in a straightforward way to consumers and all other audiences

• Allows efficient and focused communication of the scope of BayCare and its hospitals and entities

The following pages explain the BayCare Brand Architecture and the common practices in the hierarchy of services, visual identity and naming that should be adopted across BayCare and its hospitals and entities.

59

Framework

1. BayCare System Services, Outpatient Centers and Freestanding Facilities

2. Hospitals

3. Institutes and Centers

4. Services and Programs

5. Foundations

6. Internal Activities

7. Joint Ventures and Partnerships

All BayCare hospitals and entities are organized and grouped into seven clear, consistently-named categories.

The following pages provide an overview of our existing entities in the new architecture framework.

Please refer to the BayCare Guidelines for information regarding the use of the new brand architecture framework on applications including business cards, brochures, ads and other collateral materials.

60

1. System Divisions, Support Functions, System and Hospital-Based Outpatient Centers and Freestanding Facilities

Definition Divisions: common System functions that are combined together under BayCare.

System Support Functions: System support functions are strategic business units/services that are offered in multiple facilities.

Facilities:Outpatient Center: a freestanding building located on or off of a hospital campus that houses physician offices and other BayCare services including lab, imaging, wellness, sleep disorder, outpatient surgery, etc.

Physician Office Building: a freestanding building located on or off of a hospital campus that houses physician offices only.

Brand ArchitectureBayCare system divisions, support functions and facilities are linked to BayCare as shown on the right.

Examples

Facilities: Centers, Outpatient Centers and Medical Office Buildings

System Divisions and Support Functions

61

2. Hospital Division All Endorsement Brand Logos

DefinitionHospital: an institution that provides medical and surgical treatment. The term hospital must be included in the name. This terminology is reserved for actual comprehensive hospital buildings/campuses and has to be applied. The term hospital can be used for a hospital within a hospital if it meets the requirements above, e.g. BayCare Alliant Hospital.

* Morton Plant Morgan Heart Hospital and Morton Plant North Bay Mitchell Rehabilitation Hospital are exceptions to this definition since they are not comprehensive hospitals.

Brand ArchitectureAll hospitals are endorsed by BayCare Health System (see right). BayCare Alliant Hospital, due to its legal relationship with BayCare, is the only exception for endorsement. When used in signs and banner applications, the “BayCare Health System endorsement must be enlarged so it is readable from the road” (see hospital sign logos on page 52).

Horizontal and vertical formatsMost hospital logos have both a vertical and horizontal format to better fit the logo area that is available for a sign, billboard, banner, print ad, web page, brochure, etc.

*

*

Horizontal format Vertical format

62

3. Institutes and Centers

Definitions Institute: an organization founded to promote a “single” cause, e.g. a cancer research institute that provides the complete continuum of care.

The term “institute” can be used to name a building if the institute is freestanding.

An institute does not have to be freestanding, but does require a destination location with a fully comprehensive offering.

Center: a place where a particular activity or service is concentrated. A center requires a destination location with its own check-in (not through general hospital admissions).

A center can be a building or a destination location within a hospital, but there cannot be a center within another center.

Brand ArchitectureInstitutes and centers are subsidiary to the hospital name.

Please note that the text shown next to the logos at right does not illustrate actual logo. Samples of Institutes and Center layouts are on page 8.

Examples

Cantonis ER-1Carlisle Imaging CenterLykes Radiation PavilionDiabetes Education CenterSusan Cheek Needler Breast CenterTurley Family Health Center

Center for Robotic SurgerySleep Disorder CenterThe Heart CenterWound Healing CenterSusan Sheppard McGillicuddy Breast Center

Center for Wound Care and Hyperbaric MedicineSleep Disorder CenterPhysician Office Building

Cancer InstituteHeart Institute

Center for Wound Care & Hyperbaric MedicinePete Beaty Surgery CenterJim and Ruby Jean Redman Emergency CenterEvelyn and Batista Madonia, Sr.

Heart and Vascular CenterSouth Florida Baptist Hospital

Cancer Resource Center

63

DefinitionsService: a specific offering to the public in response to a need or demand. A service can be an intake offering that does not require a destination location. Services can be offered in multiple locations and across multiple CHAs. They include outpatient services. The term “services” or a descriptor of the service is used.

Program: a system of services that is offered to the public in response to a specific need. A program does not have one point of destination and can be offered in multiple locations. The term “program” or a descriptor of the program can be used.

Brand ArchitectureServices and programs are not locked up to a logo.Services and programs that are non-hospital based or services that are offered across multiple locations are linked to BayCare or the CHAs. Services and programs that are hospital based link to the hospital.

Please note the following exceptions:Services and programs for St. Joseph’s link to St. Joseph’s Hospitals.Services and programs for St. Joseph’s and South Florida Baptist Hospital link to St. Joseph’s Hospitals and South Florida Baptist Hospital.

Please note that the text shown next to the logos at right does not illustrate actual logo. Samples of Service and Program layouts are on page 8.

4. Services and Programs

Examples

Education ServicesInformation Services

Ambulatory Care ServicesBariatrics & Weight LossCancer Care ServicesImaging ServicesStroke ServicesWomen’s Services

Cancer Care ServicesCVP RehabilitationFaith Community NursingImaging ServicesSports Medicine ProgramSurgical ServicesLifeHelp

Cancer Care ServicesImaging ServicesParish Nurse Services

Community HealthComprehensive Research Care ClinicImaging Services

Rehabilitation ServicesRespiratory Services

FirstCare

**

**

*

*

64

Definition Foundation: institutions that seek and manage donations for community health, medical research and other purposes. The term “foundation” is used in the name.

Brand ArchitectureFoundations are separate 501 (c) 3 organizations that are not endorsed by BayCare. However, in order to avoid brand confusion, it is recommended (not required) that the Foundations adopt the new logo symbol that is now being used by their respective CHA.

5. Foundations

Proposed Foundation Logos New CHA Logos

65

6. Internal Activities

Definition Internal activity: programs for internal use that do not face the public.

Brand ArchitectureDistinctive typography, symbols or icons must not be used to identify any internal activities.

* Major BayCare-wide initiatives may qualify for an advertising symbol (not a new logo). These requests need to meet certain criteria (stated in the creative brief) and be approved by the Marketing Operations and Governance Committee before they may be developed. Final approval by the Office of the President (OOP) may also be required before implementation. Examples of approved logos/graphics include:

– Tobacco-Free BayCare

– BEACON

– 75th Anniversary of St. Joseph’s Hospital

– WIN (Wellness in Numbers)

– St. Joe’s KIDS and StJoesKIDS.org

Graphics (not logos) can be created for activities at BayCare. For example:

– Hospital Week

– High Five Awards

BayCare Health SystemMorton Plant Mease

BayCare Health SystemSt. Joseph’s Hospitals

St. Anthony’s HospitalBayCare Health System

South Florida

BayCare Health SystemBaptist Hospital

Examples

BayCare Online Business Choice BenefitsMaterials ManagementQuality Risk ManagementSupply Chain ServicesTeam Resources

Volunteer Resources

Pastoral Care & Mission IntegrationVolunteer Services

Pastoral Care & Mission Integration Volunteer Services

Volunteer Services

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*

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StJoes .org

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Definitions Joint Venture: a contractual agreement joining together two or more parties for the purpose of executing a particular business undertaking. All parties agree to share in the profits and losses of the enterprise. Joint ventures must abide by the rules and regulations set by the contractual agreement.

Partnership: a relationship between individuals or groups (internal or external to the health system) that is characterized by mutual cooperation and responsibility as for the achievement of a specified goal.

ArchitectureJoint Ventures:

• Joint ventures have contractual limitations when it comes to the creation and use of logos and marketing materials.

• Logos and marketing materials have to look different than the parent company (CHA or BayCare).

• They may have a similar look to that of the parent company, but must be perceived as an independent venture.

• BayCare or the parent CHA can be represented in the logo, assuming that the individual joint venture has no objection.

Most of the joint ventures in our system fall under the CHAs. If there are multiple joint ventures under one CHA there could be similarities in the “look and feel” between those ventures.

Partnerships:

• Each entity’s logo is represented.

• This will be determined on a case-by-case basis and by the overall intent of the union. If the intent is not evident, verbiage must be added to clarify the nature of the partnership.

For partnerships, logos should be separate but aligned and scaled to appear the same size.

7. Joint Ventures and Partnerships

Joint Venture Examples

Partnership Example

BayCare Identity Guidelines - Medfusion Identity...3 BayCare Identity Guidelines 3 Table of Contents...

Documents

Transcript of BayCare Identity Guidelines - Medfusion Identity...3 BayCare Identity Guidelines 3 Table of Contents...