Brand Style Guidelines - Boston Children's Hospital

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Brand Style Guidelines

v 1.1 | Jan. 2013

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Table of contents

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Boston Children’s Hospital brand

Writing style

Color palette

Logo with tagline

Logo clear space

Primary and secondary logo(s)

Logo with center, department and

program names

Logo color

Black-and-white logo

Logo placement

Stationery

Affiliated logos

Logo formats

Typography

Web-safe typeface

Imagery and photography style

Print layout examples

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Boston Children’s Hospital brand

What is a brand?

A brand is a promise, a set of perceptions about a business, service or product.

A brand is created in the minds of stakeholders — based on a track record, which sets up future expectations.

What is our brand?

Boston Children’s Hospital is a place of tireless innovation, dedication and optimism. A place that will continue to lead; continue to learn; and continue to relentlessly pursue the frontiers of science, innovation, treatment and care. When people experience our brand, they should feel:

Confident that they are getting the best care at the hands of experienced, accomplished and knowledgeable pediatric professionals.

Respected as partners in the healing process.

Valued in everything we do.

Inspired by our passion and commitment to pediatric healthcare . . .

Until every child is wellSM

To effectively represent our brand — in words, pictures or design — we must do so consistently, appropriately and with a level of quality that reflects our high standards.

This guide will provide you with the guidelines, tools and resources to effectively communicate the Boston Children’s brand.

To maintain a consistent brand identity and increase our name recognition worldwide, we have developed a comprehensive set of Boston Children’s Hospital logo and brand standards. When using the Boston Children’s logos or creating Boston Children’s marketing material, you must adhere to these guidelines.

Please contact the Boston Children’s Hospital Marketing and Communications department at [email protected] if you have any questions.

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Boston Children’s Hospital writing style

In all our written communications, the

Boston Children’s Hospital tone should

reflect the optimism, innovation and

dedication that are fundamental to our

mission. While we are confident and

knowledgeable, we must write in a way

that is warm and approachable, never

condescending.

When referring to the hospital, writers must use “Boston Children’s Hospital” on first reference and “Boston Children’s” on all subsequent references. It is necessary to include “Boston” to avoid confusion with another children’s hospital. This convention does not apply to our satellite and network locations.

The use of the acronym BCH is not permitted.

Boston Children’s Hospital adheres to AP style in all our official communications.

If you have any questions about our writing style, please send an email to [email protected].

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Boston Children’s Hospital color palette

Primary colors Corporate colors are used for brand

identity, marketing, correspondence,

letterhead and business cards.

Secondary colors

Along with the primary colors,

secondary colors are used in marketing,

signage and communications.

When using type over these colors,

please refer to the type-color callout

over each color chip.

Do not

No colors except Boston Black, White

and Boston Blue are authorized for logo

use (unless used as a background color

for the white logo, as on page 14).

Pantone: 287CCMYK: 100.75.2.18RGB: 0.48.135HEX: 003087

Pantone: 298CCMYK: 67.2.0.0RGB: 65.182.230HEX: 41B6E6

Pantone: WhiteCMYK: 0.0.0.0RGB: 255.255.255HEX: FFFFFF

BOSTON BLUE BOSTON SKY WHITE

USAGE: PRIMARY


Pantone: 130CCMYK: 0.36.100.0RGB: 242.169.0HEX: F2A900


BOSTON YELLOW

BOSTON GREEN

BOSTON INDIGO

USAGE: SECONDARY

BOSTON BLUE TYPEBOSTON BLACK TYPE

WHITE TYPEBOSTON SKY TYPE

WHITE TYPEBOSTON BLUE TYPEBOSTON BLACK TYPE WHITE TYPE

WHITE TYPEBOSTON BLUE TYPEBOSTON BLACK TYPE

Pantone: 674CCMYK: 14.79.0.0RGB: 198.87.154HEX: C6579A

Pantone: 258CCMYK: 53.79.0.0RGB: 140.71.153HEX: 8C4799

BOSTON PINK BOSTON LAVENDER

WHITE TYPEBOSTON BLUE TYPEBOSTON BLACK TYPE WHITE TYPE

Pantone: 7667CCMYK: 68.51.20.0RGB: 110.124.160HEX: 6E7CA0

BOSTON BAY

WHITE TYPE

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Boston Children’s Hospital color palette

Tertiary colors Used to complement the secondary

colors.

When using type over these colors,

please refer to the type-color callout

over each color chip.

Do not

These colors are not authorized for logo

use (unless used as a background color

for the white logo, as on page 14).

Auxiliary colorOnly in one-color collateral (newsprint)

should the logo be “Boston Black” (see

pages 15 and 16 for assets).

In the case that Boston Blue cannot be

used in type, Boston Black should be

used as a substitute.

USAGE: TERTIARY

USAGE: AUXILIARY

Pantone: BlackCMYK: 0.0.0.100RGB: 0.0.0HEX: 000000

Pantone: 120CCMYK: 0.6.60.0RGB: 251.219.101HEX: FBDB65

Pantone: 367CCMYK: 37.0.58.0RGB: 164.214.94HEX: A4D65E

Pantone: 7528CCMYK: 5.10.17.16RGB: 197.185.172HEX: C5B9AC

BOSTON MORNING

BOSTON WARM GRAY

BOSTON BLACK

BOSTON MEADOW

BOSTON BLUE TYPEBOSTON BLACK TYPE


WHITE TYPE


Pantone: 242CCMYK: 32.100.11.30RGB: 128.34.95HEX: 80225F

BOSTON PURPLE

WHITE TYPE

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Our tagline “Until every child is wellSM”

is a mission statement and a promise.

It speaks to our tireless commitment to

improving the lives of all our patients

and their families through top-quality

pediatric health care.

The tagline must be used on covers of

print pieces, on posters, on Web home

pages and in other prominent positions in

a variety of communications. The tagline

must also be used with the logo for

external placements that would benefit

from the additional context it provides.

Use only the supplied files that contain

both the logo and descriptor for this

purpose.

The tagline must be followed with the

service mark symbol “SM“whenever it is

used.

If design restrictions cannot be

reconciled with the logos provided,

please contact the Boston

Children’s Marketing and

Communications department at

[email protected].

Boston Children’s Hospital logo with tagline

USAGE: PRIMARY

USAGE: QUATERNARY

USAGE: TERTIARY

USAGE: SECONDARY

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The Boston Children’s Hospital logo

is best displayed when surrounded by

a sufficiently large, clear space. This

drawing defines the minimum area that

must not be encroached on by other

graphic elements, text or the edge of the

page or screen.

The minimum margin has been defined

by the x-height of the Boston Children’s

wordmark.

1x

1x

1x

1x 1x

1x

1x

1x

1x

1x

1x

1x

1x

1x

1x

1x

1x

1x

1x 1x

Boston Children’s Hospital logo clear space

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Boston Children’s Hospital logo

The Boston Children’s Hospital logo is

the primary visual identifier of our brand.

It comprised of the nurse-and-child seal

and the Boston Children’s logotype.

The minimum size of the logo was

designed specifically for usage at very

small sizes and should be used only at the

sizes specified.

Do not

Do not change the logo’s original

artwork. Do not rebuild or distort the

logo. Do not change the logo colors. Do

not insert the logo into text.

Do not break apart the logo and use the

seal in isolation.

logo

seal logotype

Primarylogo

FOR USE ABOVE: 1" WIDE

FOR USE: 0.5” - 0.99" WIDE

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Shown at right are the three acceptable

configurations that have been designed

with specific proportions, typography

and spacing between elements for

different uses.

Preference should always be given to

the primary logo (page 9). When the

primary logo cannot be accommodated,

a secondary logo may be used. The

secondary logos are shown here in order

of preference.

When it is necessary to use the logo

without the tagline, be sure that the

tagline is featured prominently

elsewhere on the piece.

Do not

These configurations should not be

altered in any way.

Only the variations pictured here should

be used. No other arrangements of the

logo or wordmark should be created.

Secondarylogos

FOR USE ABOVE: 1.875" WIDE




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designed for uses at very small sizes and

should be used only at the sizes specified.

Please refer to page 9 for usage

guidelines.

Secondary logosminimum size

FOR USE: 1.25” - 1.874" WIDE

FOR USE: 0.375” - 0.74" WIDE

FOR USE: 1” - 1.624" WIDE


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Boston Children’s Hospital logo with center, department and program names

The Boston Children’s Hospital center,

department and program names lock

up with the logo in a style similar to the

tagline. However, because wayfinding

is a key factor, the center names have

slightly more prominence.

These lockups may be used on

print pieces, on posters, on Web

homepages, on signage and in other

prominent positions in a variety of

communications.

If any design solutions cannot be

reconciled with the logo lockups

provided, please contact the Boston

Children’s Marketing and

Communications department at

[email protected].

Do not

Do not combine the tagline with the

center, department or program names

in a way that deviates from these

examples.

USAGE: PRIMARY

DESIGNATED CENTERS

DESIGNATED CENTERS

DESIGNATED CENTERS

DEPARTMENTS AND PROGRAMS



USAGE: SECONDARY

USAGE: WITH TAGLINE

Heart Center

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The reproduction of the Boston

Children’s Hospital logo should always

be Boston Blue (see page 5 for details).

The only exception is when printing

black and white.

If the primary Boston Children’s logo

is reversed out (negative), the white

version of the logo should be used, and

it should always live on a background of

Boston Blue.

When using the primary logo with the

tagline, the same rules from above

apply, but the tagline is always Boston

Sky. If a one-color version of the primary

logo with tagline is needed, please see

pages 15 and 16 for details.

SECONDARY LOGO WITH TAGLINE SECONDARY LOGO WITH TAGLINE

PRIMARY LOGO WITH TAGLINE

PRIMARY LOGO WITH TAGLINE

Boston Children’s Hospital logo color

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Children’s Hospital logo with center

name should be Boston Blue with the

center name in Boston Sky.

If the primary Boston Children’s logo

is reversed out (negative), the white

version of the logo should be used, and

it should always live on a background

of Boston Blue. The center name in this

case would maintain the Boston Sky

color.

When the primary logo with center

name is used over a secondary or

tertiary color, the white version of the

logo should be used. In this case, both

the logo and center name would be

reversed out as white.

Boston Children’s Hospital logo color

PRIMARY LOGO WITH CENTER NAME

PRIMARY LOGO WITH PROGRAM NAME

PRIMARY LOGO WITH CENTER, DEPARTMENT OR PROGRAM NAME OVER COLOR

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Children’s Hospital logo in color is the

preferred option, but in certain cases the

logo may be reproduced only in black or

white in black-and-white documents.

The logo can also be reversed out of

an image or printed black on an image,

depending on tonality.


designed for usage at very small sizes and

should be used only at the sizes specified

on pages 9 and 11.

Boston Children’s Hospital black-and-white logo

LOGOS MINIMUM SIZE LOGOS

LOGOS WITH TAGLINE LOGOS WITH CENTER, DEPARTMENT AND PROGRAM NAMES

Heart Center

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If the Boston Children’s logo is reversed

out (negative), both elements of the logo

— the name and the image of the nurse

and child — are white. In cases where

the logo is used in conjunction with the

tagline or center name, those elements

would also be white.

Boston Children’s Hospital black-and-white logo

LOGOS MINIMUM SIZE LOGOS

LOGOS WITH TAGLINE LOGOS WITH CENTER, DEPARTMENT AND PROGRAM NAMES

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Boston Children’s Hospital logo placement

Preference for the placement of the

Boston Children’s Hospital logo on any

size page is in the upper-left corner or

in the lower-left or lower-right corner.

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bostonchildrens.org

Boston Children’s Hospital stationery

Boston Children’s Hospital stationery is

based on templates in which the logo

size and position are fixed, margins are

established and type is set in the Museo

Sans typeface. This gives a consistent

appearance to Boston Children’s

communications across all departments

and assures the recipients that what

they are receiving is authentic.

Boston Children’s stationery should be

ordered through Creative Services in

the Marketing and Communications

department by placing a printing

request at http://on.chbos.org/

creativeservicesform

The layout has been designed to

accommodate varying quantities and

types of information. Creative Services

will work with you to find an appropriate

arrangement for personalized

information, but deviation

from the established stationery

templates is not permitted.

James Mandell, MD Chief Executive Officer Robert and Dana Smith Professor, Professor of Surgery (Urology), Harvard Medical School300 Longwood Avenue, Boston, MA 02115 617-355-8555 | fax 617-730-0630 [email protected] | bostonchildrens.org

Marketing and Communications 300 Longwood Avenue, LM-6401, Boston, MA 02115

James Mandell, MD Chief Executive OfficerRobert and Dana Smith Professor, Professor of Surgery (Urology), Harvard Medical School

300 Longwood AvenueBoston, MA 02115617-355-8555 | fax [email protected]

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Boston Children’s Hospital affiliated logos

Boston Children’s Hospital is a Harvard

Medical School teaching hospital. This

distinction is represented by the logo on

the right.

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Choosing the right logo file

Image formats are usually separated

into two groups: vector-based images

and bitmap images. As a rule of thumb,

vector images are preferred in print jobs

(magazines, brochures), and JPG or PNG

images are preferred in the digital world

(Microsoft Office and Web applications).

The biggest difference between the two

image groups is that only the vector-

based images can be scaled to any size

without deteriorating the quality of

an image. Enlarging a JPG or PNG will

make its pixels visible, which will cause

the image to lose its focus and become

blurry. It is because of this lack of

scalability that there are no logo originals

available in bitmap formats. Every time

a bitmap logo is needed, it should be

created on a case-by-case basis from a

vector image scaled to the required size.

In cases where a logo with a transparent

background is needed, use PNG format.

The Boston Children’s Hospital logos are

available in EPS (vector) file format.

The Boston Children’s logo files are

available in:

• CMYK colors (four color)

• PANTONE colors

• Black and white (white for

reversed out usage)

Boston Children’s Hospital logo formats

Applications

Four-color printed material:PublicationsAdvertisementsBrochures

Two-color printed material:Business cardsPrinted stationeryShipping boxes, labels, etc.

Black-and-white printed material:PublicationsAdvertisements

Microsoft Office documents:Microsoft WordMicrosoft PowerPoint

Internet applications:Web programsFlash animations

Recommended Format

CMYK LogoEPS format

PANTONE® LogoEPS format

Black Logo/White LogoEPS format

RGB LogoJPG formatPNG format

RGB LogoJPG formatPNG format

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Boston Children’s Hospital typography

The consistent use of type contributes

to our unique look and feel, making

us easily distinguishable from other

institutions.

The designated brand typefaces are

Museo and Museo Sans. They have

a modern and crisp clarity, with an

approachable feel. As a sturdy, low-

contrast, geometric and highly legible

typeface, they are very well-suited for

display and text use.

Museo 500 is used for headlines and in

other situations where you want larger

type to stand out from the standard

brand typeface.

The color of the type should be Boston

Blue. In the case where Boston Blue

cannot be used, or an alternative

is needed, use Boston Black as a

substitute. See pages 5 and 6 for details.

See page 23 for Web-safe typeface

options.

BODY COPY FONT: MUSEO SANS 500



AaBbCcDdEe O12345 !?$/#AaBbCcDdEe O12345 !?$/#

AaBbCcDdEe O12345 !?$/#




ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 $&!?”/;:#







AaBbCcDdEe O12345 !?$/#AaBbCcDdEe O12345 !?$/#ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 $&!?”/;:#


HEADLINE FONT: MUSEO 500

AaBbCcDdEe O12345 !?$/#AaBbCcDdEe O12345 !?$/#ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 $&!?”/;:#


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Boston Children’s Hospital typography

The various fonts of the Museo and

Museo Sans typefaces are associated

with specific uses. An example is shown

at right.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse tristique velit id lorem fermentum pulvinar. Proin vehicula ipsum ante.

“Aenean sit amet enim vel felis porttitor laoreet. Nulla dignissim volutpat odio quis bibendum. Nunc imperdiet porttitor lacinia.” -Egestas Vitae

PROIN VEHICULA IPSUM ANTE.

Creating lasting connections.

BY LINE:MUSEO SANS300

HEADLINE:MUSEO 500

SUBHEAD:MUSEO SANS900

BODY COPY:MUSEO SANS300

PULL QUOTE:MUSEO SANS300 ITALIC

See page 23 for Web-safe typeface

options.

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Boston Children’s Hospital Web-safe typeface

While consistency is important, there are

some limitations when using typefaces

online. When Museo cannot be used in

digital applications or on the Web, Arial

should be used as an alternative.

The color of the type should be Boston

Blue. In the case where Boston Blue

cannot be used or an alternative

is needed, use Boston Black as a

substitute. See pages 5 and 6 for details.

ARIAL REGULAR

ARIAL BOLD







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Boston Children’s imagery and photography style

Overall, Boston Children’s Hospital’s

photography style is genuine,

unexpected and sensitive. Our

photographs should never feel staged

or artificial. Subjects should look natural,

never posed — as though captured in a

real moment.

Children, patients and families

Images of children should be

spontaneous and carefree; they should

capture the joy of childhood whenever

possible and support the tagline ideal

“Until every child is wellSM”. Outdoor

activities and bright natural

lighting are preferred.

Hospital staff and employees

Photographs of hospital staff and

employees should be active and shot

in real-life situations as appropriate.

Commercial stock images should not be

used to represent Boston Children’s staff

and employees.

For questions, please contact

our staff photographer at

[email protected].

See next page for imagery dos

and do nots.

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Boston Children’s imagery and photography style

Dos and do nots on image usage:

Do:

Use close cropping to focus on people in

order to increase dramatic effect or isolate

emotion.

Use good lighting with attention to depth

and shadow.

Be warm, playful and engaging (when

appropriate).

Have a fresh, unique and unexpected

viewpoint.

Reflect the diversity of our patients and

employees.

Show subjects following all proper safety

and regulatory procedures.

Use images that are technically sound,

properly color-balanced and reproduced at

the correct resolution.

Do not:

Show subjects in pain or distress unless

there is an editorial reason for doing so.

Use photos that are harshly lit, especially

from artificial overhead lighting.

Be overly dramatic or show subjects in

contrived or unrealistic situations.

Distort proportions. When resizing, make

sure that the height and width are scaled in

equal measure.

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Boston Children’s Hospital print layout examples

Marketing layouts are constructed with

large blocks of solid color either on the

bottom or to one side, with all body

copy reversed in block form.

The headline should be placed within

the photograph usually with one key

word highlighted in the same color

as the color block.

The logo should be placed in the bottom

right-hand corner of the page.

Note: The U.S.News & World Report badges are

licensed for use by Boston Children’s Marketing and

Communications department. You may not use the

badge without their express permission.

Until every child is free to live a whole, vibrant and healthy life, there is Boston Children’s Hospital. From the simplest treatment to the most complex procedure, no other pediatric hospital in the nation is ranked higher. Discover one of our convenient specialty care locations near you at bostonchildrens.org/until

BOSTON | LEXINGTON | PEABODY | WALTHAM

Until every child is well.

Until there is no more asthma.Until there is no more kidney disease.Until there is no more diabetes.No epilepsy.No heart defects.No brain tumors.Until there is no more cancer.


t: 617.670.9700f: 617.670.9711

Date:06.05.12 Job#: CHBP12008

CD:

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PR:

File: CHBP12008_Princess_11x10.5_V2Live: 11” x 10.5” Artwork Resolution: _____ Hi ___x__ Low Artwork location: _____ MMB __x___Vendor _____ ClientPublication:

We know what it’s like to care for children. We treat 170,000 of them every year from more than 150 countries. And we’re committed to doing it better than anyone else. Which may explain why no other pediatric hospital in the nation ranks higher. Learn more about our world-renowned specialty care at bostonchildrens.org/until

Until every childis well.

t: 617.670.9700f: 617.670.9711

Date:06.20.12 Job#: CHBP12008

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File: CHBP12008_Cast_Weymouth_V3_5.75x21Live: 5.75” x 21” Artwork Resolution: _____ Hi ___x__ Low Artwork location: _____ MMB __x___Vendor _____ ClientPublication:

Until every child is well.

Until every child is free to live a whole, vibrant and healthy

life, Boston Children’s Physicians South will be there. The

same doctors you’d see in Boston at Boston Children’s

Hospital now come to you on the South Shore. Learn more

at childrenshospital.org/until

Boston Children’s PhysiCians south

541 Main street | WeyMouth, Ma 02190

Boston Children’s Physicians South

t: 617.670.9700f: 617.670.9711

Date:06.20.12 Job#: CHBP12008

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File: CHBP12008_Scooter_V2_11x10.5Live: 11” x 10.5” Artwork Resolution: _____ Hi ___x__ Low Artwork location: _____ MMB __x___Vendor _____ ClientPublication:

Until every childis well.

Someday, maybe it will happen. Maybe children will be free to be children. Free of illness. Free of injury. Until that day, we will work tirelessly to help make them well again. Because we are Boston Children’s Hospital. And no other pediatric hospital in the nation is ranked higher. Learn more about all the conditions we treat at bostonchildrens.org/until


Please contact the Boston Children’s Hospital Marketing and Communications department at

[email protected] if you have any questions.

Brand Style Guidelines - Boston Children's Hospital

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