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C O N N E C T I C U T C H I L D R E N ’ S M E D I C A L C E N T E R

Brand Identity Standards GuidePrint, Web, Social Media, Videos

Updated October 2015

CONNECTICUT CHILDREN’S MEDICAL CENTER – BRAND IDENTITY STANDARDS


Table of Contents

Introduction ..................................................1

Messaging Guidelines ................................2 Mission, Vision, Core Values ...................................................................................................................2 Boilerplate Language ....................................................................................................................................2

Identity .........................................................3 Corporate Identity ..............................................................................................................................................3 Unacceptable Use of Our Logo..........................................................................................................4 Use of Product Logos and Icons .......................................................................................................4

Color ..........................................................5 Logo Color ................................................................................................................................................................5 Primary Color Palette .....................................................................................................................................6 Secondary Color Palette ............................................................................................................................7 Palette Flexibility .................................................................................................................................................8

Photography ..............................................9

Typography ..............................................10 Fonts ...........................................................................................................................................................................10

Layout and Positioning ..........................11 Logo Size ...............................................................................................................................................................11 Logo Live Area .................................................................................................................................................11 Logo Placement - Front ..........................................................................................................................12 Logo Placement - Back ..........................................................................................................................12

Examples .................................................13

Department Logos ..................................14 Custom Logos ..................................................................................................................................................14

Presentations ..........................................15 PowerPoint ...........................................................................................................................................................15

Stationery .................................................16 Business Cards................................................................................................................................................16 Letterhead .............................................................................................................................................................17 Envelopes ..............................................................................................................................................................18

Web ..........................................................19 Proper Logo Usage .....................................................................................................................................19

Social Media ...........................................20 Social Media Use ...........................................................................................................................................20 HIPPA .......................................................................................................................................................................20

Videos ......................................................21

Contact Information ................................22


1



Introduction

THE VALUE OF THE CONNECTICUT CHILDREN’S BRAND Connecticut Children’s Medical Center’s name and reputation are valuable assets for our

organization. In addition to visits to the Medical Center, other ways people meet Connecticut Children’s are through contact with our employees, advertising, social media, marketing pieces, signs, media coverage, business cards, forms and the internet to name just a few. Each of these contacts is an opportunity to make a favorable impression about the Medical Center and to convey the attributes that Connecticut Children’s is known to represent. It is vital to present our brand identity in a planned manner that conveys value, coordination and consistency.

Because of the importance of this, we have developed this Brand Identity Standards Guide to help make all of our communications work together to present the Connecticut Children’s brand in the most consistent and effective manner possible. The basic requirements – the policies and guidelines of this program – are summarized in this manual. It is designed to serve as a reference for all who are involved in any phase of development or implementation of any materials and messages that are seen or heard in the marketplaces we serve.

The success of promoting the Connecticut Children’s brand in the most consistent and effective manner possible requires the understanding and cooperation of our entire organization.

OBJECTIVE The objective of this guide is to provide an easily applicable set of messaging and graphic

standards that will enable Connecticut Children’s to: • Implement and maintain a cohesive and consistent graphic identity for the entire organization

• Generate a greater brand awareness and a strong association to a clearly defined set of corporate brand identifiers

• Differentiate our brand from our competitors

HOW TO USE THESE GUIDELINES Please refer to these guidelines every time you use the Connecticut Children’s name, logo or any

of our various tag lines, regardless of the form or format. These guidelines may also be distributed to vendors for reference.

WHO TO CONTACT WITH QUESTIONS Please direct any questions concerning brand standards with regard to marketing and communication to the Connecticut Children’s Corporate Communications Department at 860.837.5703 or email to [email protected]

1



Messaging Guidelines

MISSION, VISION, CORE VALUES Mission Connecticut Children’s Medical Center is dedicated to improving the physical and emotional

health of children through family-centered care, research, education and advocacy. We embrace discovery, teamwork, integrity and excellence in all that we do.

Vision We are making the children of Connecticut the healthiest in the country.

Core Values Family-Centered Care - We place our patients and their families at the center of all we do,

partnering with them to achieve outstanding, compassionate and accessible care.

Discovery - We embrace inquiry, innovation and creativity to continuously advance the quality of care available to children.

Integrity - We are open, honest and ethical. We take responsibility for our actions and fulfill our commitments. We admit out mistakes and learn from them.

Quality - We come to work everyday with the goal of making things better than the day before. We pursue the highest standards, the safest care in the safest workplace and the best outcomes in everything that we do.

Teamwork - We live by the statement “I care if you succeed.” We work together to achieve our goals. We value one another and celebrate our successes.

Respect - We honor the dignity and value of every person and take pride in our organization. We trust each other. We treat each other as we wish to be treated and value our workplace as our home. We embrace diversity and the unique contributions that each person brings to Connecticut Children’s.

BOILERPLATE LANGUAGE Connecticut Children’s Medical Center is a nationally recognized, 187-bed not-for-profit

children’s hospital serving as the primary teaching hospital for the Department of Pediatrics at the University of Connecticut School of Medicine. Named among the best in the nation in the annual U.S. News & World Report “Best Children’s Hospitals” rankings, Connecticut Children’s is the only free-standing children’s hospital in Connecticut that offers comprehensive, world-class health care to children. Our pediatric services are available at Connecticut Children’s Medical Center in Hartford and at Saint Mary’s Hospital in Waterbury, with neonatal intensive care units at Hartford Hospital and the University of Connecticut Health Center, along with a state-of-the-art ambulatory surgery center, five specialty care centers and 11 other locations across the state. Connecticut Children’s has a medical staff of nearly 1,100 practicing in more than 30 specialties.

For more information, visit WWW.CONNECTICUTCHILDRENS.ORG

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Identity

CORPORATE IDENTITY The Connecticut Children’s Medical Center logo is the heart of our branding. Altering it any

way dilutes our identity and weakens our ability to differentiate ourselves in a crowded and competitive marketplace. No one may alter the logo in any manner without written approval from Corporate Communications.

Our name (Connecticut Children’s Medical Center), our logo, and tagline. “Kids are great. We just make’em better.®” are all official trademarks of

Connecticut Children’s Medical Center.

The Connecticut

Children’s Medical

Center logo consists of

one element. It does not have

two parts.

3



Identity

UNACCEPTABLE USE OF OUR LOGO Our logo, and the manner in which it is displayed, must remain consistent in order to preserve our

brand identity.

Examples of incorrect logo uses

USE OF PRODUCT LOGOS AND ICONS Generally, Connecticut Children’s believes that it’s not prudent to invest resources in the

development of multiple logos and/or icons to represent the Medical Center. There are two reasons for this:

1) From a brand perspective, multiple logos and icons can cause confusion and dilute our brand identity

2) From an expense perspective, developing many different logos that potentially need to be researched, trademarked and managed is not cost-effective.

If for any reason you feel you have a need a for a different logo to represent Connecticut Children’s, you must contact the Connecticut Children’s Corporate Communications Department at 860.837.5703 for approval prior to use.

Do not reverse the logo to one solid color

Do not grayscale logo

Do not use photo filters on the logo

Craft Fair

4



Color

LOGO COLOR The Connecticut Children’s Medical Center logo can only be used in certain color combinations

of black, white and the color palettes on the following pages. Below are examples of correct and incorrect logo color combinations:

Examples of correct color combinations

Examples of incorrect color combinations

Color logo on white

Spot 2593 logo on white

Color KO logo on dark color

Spot white logo on dark color

Color KO logo on black

Spot black logo on white

Background color interferes with color in logo

Text is too light to be read clearly

Text is too dark to be read clearly

5



Color

PRIMARY COLOR PALETTE The Connecticut Children’s Medical Center color palette consists of five primary colors and five

secondary colors. Central to our primary palette is purple (2593). The other primary colors provide contrast and work effectively together.

CMYK value are listed for use when projects do not allow for printing Pantone colors.

RGB values are listed for electronic media, such as PowerPoint presentations.

HEX values are listed for Web use.

Primary colors

Examples using primary palette colors

PMS 2593

PMS Pantone Green

PMS 186

PMS 1225

PMS Process Blue

CMYK 63/100/0/0

RGB 123/42/144

HEX 7c2a90

CMYK 100/0/65/0

RGB 0/168/134

HEX 00a886

CMYK 0/81/72/11

RGB 216/79/67

HEX d84e43

CMYK 0/15/60/0

RGB 255/216/125

HEX ffd87d

CMYK 100/0/0/0

RGB 0/174/239

HEX 00aeef

6



Color

SECONDARY COLOR PALETTE The Connecticut Children’s Medical Center secondary color palette consists of five colors that can

be used as accent colors in the layout.

CMYK value are listed for use when projects do not allow for printing Pantone colors.

RGB values are listed for electronic media, such as PowerPoint presentations

HEX values are listed for Web use.

Secondary colors

Example using secondary palette colors

PMS Warm Gray 11

PMS 5555

PMS 492

PMS 721

PMS 630

CMYK 0/17/34/62

RGB 125/106/85

HEX 7d6a55

CMYK 43/0/34/38

RGB 97/144/128

HEX 619080

CMYK 0/70/66/30

RGB 181/83/65

HEX b45340

CMYK 0/24/52/3

RGB 244/192/130

HEX f4c082

CMYK 47/0/11/0

RGB 126/208/224

HEX 7ed0e0

7



Color

PALETTE FLEXIBILITY By using a strong color in a photograph (as seen below) you can introduce additional color

from the secondary color palette. Use of the main photographic color will unify the page.

The photograph should be dominant to the color accent.

Example using photography and colors

8



Photography and Graphics

Photography has often been described as a universal language. Any person can look at and understand pictures even when they speak or write in different languages.

Connecticut Children’s has the opportunity to tell many incredible stories through the use of pictures of the children who come to the Medical Center and our caregivers who treat them. As such, we recommend that only pictures that come from Connecticut Children’s photography library be used in marketing and/or communications materials. Stock photography, computer enhanced images and clip art may not be used except as approved by Corporate Communications.

All photography of patients must be approved and signed off by a parent or guardian via the “Media Release Authorization” form available through Corporate Communications. If a parent or guardian is not present and a patient is under 18 years of age, two separate parties must acknowledge a verbal approval from a parent or guardian via phone. Patients 18-years or older may sign for themselves and do not require parental consent.

Staff are not permitted to use a personal cell phone or mobile device to take any photos of patients, whether or not consent is provided. All photos of patients must be taken on an approved Connecticut Children’s camera or device, i.e. the Corporate Communications camera or Medical Photographer’s camera.

Image characteristics of acceptable photography include: • Bright, warm, uplifting • Not overly saturated • Not high contrast • Limited in use of photo or computerized enhancement

To obtain photographs or approval of stock photographs for use, please contact the Connecticut Children’s Corporate Communications Department at 860.837.5703 or email to [email protected]

Examples of correct usage

Examples of incorrect usage

These are examples of imagery that should not be used. Stock photos, computer enhanced images or clip art should not be used.

9


Berthold Akzidenz Grotesk Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!?&%

Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!?&%

Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!?&%

Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!?&%

Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!?&%

Sabon Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!?&%





Typography

FONTS The typefaces we use influence how our audience perceives Connecticut Children’s. We strive to

incorporate good, clean design approaches to type for copy that looks clear and is easy to read. Our typefaces are a mix of both formal and informal, which helps set a tone that adequately suits the many varying needs of the Medical Center.

The two type faces that Connecticut Children’s uses on all marketing and communications materials are Berthold Akzidenz Grotesk and Sabon.

We realize that because these fonts are designed-based, many internal PC users will not have access to these fonts. We ask that staff members use the font Arial or Times New Roman when producing your own marketing or communications materials. These fonts are a close match that everyone should have as “standard” fonts on their PCs.

Examples of Fonts

Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!?&%




Times New Roman Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!?&%




10



Layout and Positions

LOGO SIZE Logos in PNG format are available on the intranet under Quick Links “PowerPoint Templates

& Logos”. Vector files are available by contacting the Connecticut Children’s Corporate Communications Department at 860.837.5703 or email to [email protected]

Examples of logo sizes

LOGO LIVE AREA A “logo live area” is the space immediately surrounding the placement of our logo on materials.

In order to maintain the prominence and integrity of our logo, these restrictions must be adhered to in all materials using the Connecticut Children’s Medical Center logo as described below. Our logo should also remain a set distance away from text, photos, other logos and all other design elements.

Examples of logo live area

.5"

.5"

.5" .5"

8.5x11 Handout .75" wide

4x9 Brochure .75" wide

9x12 Folder .91" wide

24x36 Poster 2.15" wide

11



Layout and Positions

LOGO PLACEMENT – FRONT A “lock-up” is the section of our marketing and/or communications materials that contains our

logo and other Connecticut Children’s - related information. The preferred placement of the logo is in the lower right-hand corner of all materials as shown below, at a minimum of 1/4 inch from the edge. For one-page documents without a dedicated “back cover,” such as handouts, the lock-up area is located in the lower right, which includes the logo and corporate information, disclaimer and copyright information. Locations other than 282 Washington Street may use their own local address in place of 282 Washington Street if physical location is important to material.

Example

LOGO PLACEMENT – BACK The back cover is the designated area for including the lock-up, which includes the logo and

corporate information, disclaimer and copyright information. Locations other than 282 Washington Street should use their own local address in place of 282 Washington Street. For one-page documents without a dedicated “back cover” such as handouts, the lock-up area is located in the lower right as shown in the example below.

Example

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Examples

13



Department Logos

In order to ensure consistency across Connecticut Children’s branding efforts, all customized logos for individual departments, programs or organization-based initiatives must conform to the design standards shown below. The approved format for logo customization currently consists of the Connecticut Children’s logo accompanied by the name of the departments, programs or initiative in two fonts as shown below.

Any request to vary from this format for a customized logo must be submitted for approval from the Corporate Communications department in advance. As part of this request process, a business case will have to be made supporting the need for a customized logo

Examples

14



Presentations

POWERPOINT Two PowerPoint templates are available on the intranet under Quick Links “PowerPoint Templates

& Logos” to use for any Connecticut Children’s presentation which will be viewed by people outside of the Medical Center. Excluding academic presentations, anyone presenting in public should use one of these templates.

Things to Remember Note about Clip Art: Clip art detracts from the professional image that Connecticut Children’s

wants to portray. Therefore, when creating marketing and communications materials for the Medical Center clip art should not be used unless absolutely necessary. The use of photography in a PowerPoint presentation can be a powerful visual element and pre-approved Connecticut Children’s photos can be obtained for use by calling the Connecticut Children’s Corporate Communications Department at 860.837.5703.

Examples

Light Dark

15



Stationery

BUSINESS CARDS Business cards are required to include Connecticut Children’s name and address, employee name,

title, department or division, phone, fax and email.

For locations other than Hartford business cards should, have the same requirements as the general business card with the additional location address added.

Appointment reminder business cards are the same as the general or other location business cards, but the back of the card can be used as an appointment card for patients if desired.

Examples

front

back

front

back

front

back

Appointment Card

To order business cards and stationery, please follow the

link on the Connecticut Children’s Intranet under

“Quick Links” “Online Stationary”.

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Stationery

LETTERHEAD Using a standard format for setting up a letter portrays professionalism and consistency in the

appearance and tone of our communications. Please follow the guidelines below when formatting a letter.

Letterhead is required to include Connecticut Children’s name and address, phone, fax and web address.

Letterhead for locations other than 282 Washington Street should use its own local address, along with the other requirements described in this section.

Examples

Formatting Guidelines

Margins Top: 2.25” Bottom: 1” Left: 1.75” Right: .5”

Text Recommendations 11 or 12 Point Times New Roman Flush Left / Rag right Double return paragraph breaks

282 Washington Street, Hartford, CT 06106 • 860.545.9000 www.connecticutchildrens.orgDepartment Name123 AnyStreet Street, Anytown, CT 06123 • 860.123.4567 www.connecticutchildrens.org

Hartford Letterhead Other than Hartford Location




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Stationery

ENVELOPES Our standard #10 envelope has 1/4 inch margins. It can be customized with specific information

such as department, division and mail location code. Standard #10 envelopes should be printed in one color (PMS 2593) for cost efficiency.

Examples




Connecticut Children’s Medical Center282 Washington Street Hartford, CT 06106

Connecticut Children’s Medical Center282 Washington Street Hartford, CT 06106

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Web

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All web properties (e.g. websites, microsites, landing pages, web portals) owned by Connecticut Children’s Medical Center are subject to Corporate Communications’ approval before they are made public.

There are some circumstances in which different design standards may apply. Corporate Communications will provide design guidance for all web-related projects.

In general, web properties must adhere to the following guidelines:

PROPER LOGO USAGE • Websites that are built to support a Connecticut Children’s initiative must include the

Connecticut Children’s Banner Logo in the top left corner

• Websites that are built to support a collaborative effort (such as a partnership between Connecticut Children’s and another entity) must include the Connecticut Children’s Primary Logo

• If a web property is built to support an initiative that has its own approved logo, the approved logo shall be placed in the top left corner of the website

Acceptable Logos:

COLOR GUIDELINES Below are the colors that can be used for web properties that support Connecticut Children’s initiatives.

Connecticut Children’s Primary Logo

Connecticut Children’s Banner Logo

Backgrounds: • White - hex #ffffff• Gray - hex #999999

Accent colors: • Purple - hex #7c2a90• Blue - hex #00aeef

Text: • Main headlines:

Purple – hex #7c2a90• Secondary headlines:

Black – hex #000000• Body text:

Dark Gray – hex #333333

Links: • Blue – hex #619080

TYPEFACE GUIDELINES Arial Regular



Social Media

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SOCIAL MEDIA USE In accordance with Connecticut Children’s Medical Center’s social media policy, all official social

media pages for Connecticut Children’s are solely created and managed by the Department of Corporate Communications.

No individual staff persons or department may create a social media page representing the organization in any way without permissions from the Department of Corporate Communications.

HIPPA When operating under personal social media pages, staff must adhere to HIPPA law both during and

outside working hours.



Videography

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All videography created for or by Connecticut Children’s require approval by the Corporate Communications department before distribution or use.

Videos for use on any hospital social media pages require the official hospital logo with purple or white wording in the lower left hand corner of the screen. If supers or graphics are utilized, a purple and white bar in the lower third of the screen utilizing WHITE Arial TUR size 72 font for the name on a PURPLE line and Arial TUR size36 font for the name on a white line.

The end of every video produced by Connecticut Children’s should include the standard WE ARE Connecticut Children’s logo on a white background (also known as an end slate) for a full 10 second count.

Logo, super line, and end slate can be supplied by contacting Daryl Vallez, Videographer, in the Corporate Communications department.

Videos that are created to represent Connecticut Children’s must include the Connecticut Children’s logo in the bottom left corner for duration of video excluding end full screen and name graphics.

Logo Size: 11.3% X: -37.5% Y: 35.1%

Names and titles of people speaking must be identified using a graphic element.

The end of the video should include the We Are Connecticut Children’s full screen graphic for a full 10 seconds. - Size: 53.3%

Videos that are created to support a collaborative effort (such as a partnership between Connecticut Children’s and another entity) must include the Connecticut Children’s logo. - Appropriate logos: For dark backgrounds

Light background Light background

All videos should have the proper signed releases. The release form can be obtained from Corporate Communications Honor the request of anyone not wanting to be videotaped.

All graphic elements can be obtained by contacting Daryl Vallez in Corporate Communications.



Contact Information

WHO TO CONTACT WITH QUESTIONS Please direct any questions concerning brand standards with regard to marketing and

communication to the Connecticut Children’s Corporate Communications Department at 860.837.5703 or email to [email protected]

Bob Fraleigh Director of Corporate Communications 860.837.5707 or [email protected]

Monica Buchanan Assistant Director of Corporate Communications 860.837.5701 or [email protected]

Edmond Jalinskas Creative Services Manager 860.837.5703 or [email protected]

Michelle Wade Internal Communications Manager 860.837.5732 or [email protected]

Rachel Smolin Marketing Manager 860.837.6235 or [email protected]

Teresa Riccio Communications Specialist 860.837.6375 or [email protected]

Daryl Vallez Videographer 860.837.5513 or [email protected]

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282 Washington Street, Hartford, CT 06106. © 2015 Connecticut Children’s Medical Center. All rights reserved. 15-334 New 10-15

Connecticut Children’s Medical Center is a nationally recognized, 187-bed not-for-profit children’s hospital serving as the primary teaching hospital for the Department of Pediatrics at the University of Connecticut School of Medicine. Named among the best in the nation in the annual U.S. News & World Report “Best Children’s Hospitals” rankings, Connecticut Children’s is the only free-standing children’s hospital in Connecticut that offers comprehensive, world-class health care to children. Our pediatric services are available at Connecticut Children’s Medical Center in Hartford and at Saint Mary’s Hospital in Waterbury, with neonatal intensive care units at Hartford Hospital and the University of Connecticut Health Center, along with a state-of-the-art ambulatory surgery center, five specialty care centers and 11 other locations across the state. Connecticut Children’s has a medical staff of nearly 1,100 practicing in more than 30 specialties.

For more information, visit WWW.CONNECTICUTCHILDRENS.ORG

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