East Tennessee Children's Hospital Brand Guidelines

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East Tennessee Children’s Hospital

Brand Guidelines

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A strong brand is one of the most valuable assets an organization owns. To make it truly powerful, it needs to be applied consistently so anyone dealing with East Tennessee Children’s Hospital knows who we are and what we stand for. Everyone has a part to play in doing this and bringing our brand to life.

These guidelines are to help you represent our brand consistently.

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Contents

Our brand 4

Our logo 6

Color palette 20

Typography 21

Photography 25

In application 32

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Our Brand

At the heart of any brand is a big idea. Simple. Memorable. True. For East Tennessee Children’s Hospital, this big idea is:

We Get Kids

A simple but powerful expression of what we believe in. Children are the focus of everything we do. Even though there is so much expertise and experience behind this simple phrase, it all comes down to how we understand children. We recognize they have unique needs when it comes to health care. We get kids.

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Our Brand Platform

With We Get Kids at its heart, our brand

platform is a summary of all the elements

that make East Tennessee Children’s Hospital

special.

Our mission is about the impact we want to

make.

Our values are the standards we believe in

that drive the way we do things.

Our promise describes what we do for all our

audiences.

Our personality is the image we want

to project.

Our positioning is the unique place we

occupy in the world.

The Brand Platform is the essential tool

to help us make the right decisions in

everything we do.

Our MissionTo improve the health of children

through exceptional, comprehensive family-centered care and wellness.

Our PositioningWe are the only hospital in East

Tennessee providing the unique care children need.

Our ValuesExceptional Care

CollaborativeCompassion

Child & Family PartnershipHighly Skilled & Dedicated Staff

Physician PartnershipService Excellence

IntegrityStewardship

Our PersonalityFun and playful, but

backed up by serious health care expertise.

Our PromiseWe are committed to

the physical, educational and emotional needs of

each child.

We Get Kids

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Our Logo

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Our Logo

Our logo consists of two elements — the Children’s Hospital symbol and the Children’s Hospital wordmark.

Our logo is a unique piece of artwork. The proportion and arrangement of the symbol and wordmark have been

specifically determined. The logo should never be typeset, recreated or altered, which could cause inconsistencies

that dilute the impact of the brand’s power.

symbol wordmark

logo

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Our Logo - Color

The official color of our logo is reproduced in these following formats:

Pantone® 301

CMYK 100 72 27 12

RGB 0 74 136

WEB 004a88

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Our Logo - Marketing Lock-up with tag

Blue logo on white

In East Tennessee, there are currently no other competing hospitals for

children. Our brand is commonly referred to as just “Children’s Hospital.”

When communicating to this region, the preferred version of our logo is

simplified to reflect the common use.

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Our Logo - Corporate Lock-up

Blue logo on white

On official corporate communications and on materials that are

distributed outside of our service market, we need to identify our

brand as East Tennessee Children’s Hospital. In these cases, this is

the preferred version of our logo.

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Our Logo - Black logo on white

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Our Logo - White logo on our blue

When our logo appears over a dark background

always use the version with a white rule around

the symbol.

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Our Logo - White logo on photography Always use the version with the blue symbol with a white

rule around it and ensure good legibility of our logo when

over photographic backgrounds.

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Our Logo - White logo on a color

Whenever possible, use the version with the blue mark when our logo appears over a color other than our blue.

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Our Logo - Exclusion Zone Our logo needs breathing room. Maintain a minimum clear space

around our logo from competing graphic elements that may divert

attention. The minimum clear space for our logo is defined as the

height of the “H” in the wordmark.

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Our Logo - Alternate Versions

The preferred lock-up of our logo may not fit every need.

In instances where the space allowed is limited, use one

of these alternate versions.

preferred version centered version stacked version

LOGO LOCKUPSEast Tennessee Children’s HospitalPrepared by The Tombras Group. August 2012

Corporate Lockup Marketing Lockup

Horizontal Lockup

Centered Lockup

Stacked Lockup

ETCH Pantone 301

Horizontal Lockup

Centered Lockup

Stacked Lockup

The corporate version of the logo will have the words East Tennessee above the name Children’s Hospital. This version will be used in corporate communications and other uses which are directed to an audience beyond the east Tennessee region

The marketing version of the logo will NOT have the words East Tennessee above the name Children’s Hospital. Instead the tagline We Get Kids will be placed under the logo. This version will be used in advertising, marketing and other promotional uses for the east Tennessee region.



Horizontal Lockup

Centered Lockup

Stacked Lockup

ETCH Pantone 301

Horizontal Lockup

Centered Lockup

Stacked Lockup





Horizontal Lockup

Centered Lockup

Stacked Lockup

ETCH Pantone 301

Horizontal Lockup

Centered Lockup

Stacked Lockup





Horizontal Lockup

Centered Lockup

Stacked Lockup

ETCH Pantone 301

Horizontal Lockup

Centered Lockup

Stacked Lockup





Horizontal Lockup

Centered Lockup

Stacked Lockup

ETCH Pantone 301

Horizontal Lockup

Centered Lockup

Stacked Lockup





Horizontal Lockup

Centered Lockup

Stacked Lockup

ETCH Pantone 301

Horizontal Lockup

Centered Lockup

Stacked Lockup



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Our Logo - Logo No-no’s

Incorrect use of our logo compromises its integrity

and effectiveness. The examples below are only a

small sample of possible no-no’s to show how we

need to ensure accurate, consistent reproduction of

our logo. Never alter, add to or attempt to recreate it.

Do not put a box or other shape around our logo.

Do not change the relationship of the tagline to the logo.

Do not put the logo on an overly complicated background.

Do not distort our logo.Do not change the relationship of the symbol and the wordmark.

Do not change the color of the symbol.

Do not reproduce our logo in colors other than specified in the guidelines.

Do not typeset the wordmark.

East Tennessee

Children’s Hospital

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Our Brand Graphic Elements

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Our Brand Graphic Elements

It is important that all the materials we create have unifying elements. This makes them part of one family, much like human traits can identify an individual as part of a family. This is achieved through the use of color palette, typography and photography.

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Our Color Palette - Color

Below is a group of colors that work well with the official blue of our logo. White is an important color as well.

Color ETCH ETCH ETCH ETCH ETCH ETCH ETCH Blue Purple Red Green Yellow

Pantone® 301 7447 5135

CMYK 100 72 27 12 75 82 25 4 47 79 30 15 24 89 63 1 70 32 100 18 91 38 37 10 2 33 81 0

RGB 0 74 136 94 74 128 132 74 113 191 67 85 83 121 55 0 118 137 246 178 75

WEB 004a88 5e497f 844971 c24356 547937 007689 f6b24a

ETCH ETCH ETCH ETCH ETCH ETCH ETCHColor Light Light Light Light Light Light Light Blue Purple Red Green Yellow

Pantone® 522 697 169

CMYK 33 5 0 0 30 39 5 1 11 27 2 4 3 38 24 1 26 8 41 1 29 4 9 0 1 17 41 0

RGB 163 211 242 176 154 191 211 182 205 236 170 167 190 205 163 178 215 225 251 213 159

WEB a3d3f2 b19bc0 d3b6cd eeaba8 becea4 b3d7e1 fad59e

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To help provide a consistent, unified look among all

our marketing materials, Myriad Pro typeface should

be used. As a sans-serif typeface, Myriad Pro has a

business-like, straight forward, no-nonsense attitude.

But it also has been designed to have a rounder and

friendlier feel. This reflects our brand because we are in

the serious business of health care, yet we are not like

other hospitals because our focus is children.

Typography - Marketing materials

Myriad Pro Light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!Myriad Pro Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!

Myriad Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!Myriad Pro Italic


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Typography - Marketing materials

Myriad Pro Semi Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!Myriad Pro Semi Bold Italic


Myriad Pro Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!Myriad Pro Bold Italic


Myriad Pro Black

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!Myriad Pro Black Italic


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Though regular Myriad Pro is recommended for most

uses, a condensed version is sometimes needed when

space is limited, such as forms.

A secondary type face, Gotham Rounded, can be used

to add an even more playful attitude to a design while

maintaining the professional attitude.

Myriad Pro Condensed


Myriad Pro Bold Condensed


Myriad Pro Black Condensed


Gotham Rounded Book


Gotham Rounded Medium


Gotham Rounded Bold


Typography - Secondary Weights and Fonts

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This is a typical size for body copy. Lorem ipsum dolor sit amet, consectetuer adipis icing elit, sed diam nonummy nibh euismod tinci dunt ut laoreet dolore magna aliquam erat volut pat. Ut wisi enitrud exerci tation ullam corper eta suscipit lobortis nisl ut aliquex ea consequat. Myriad Pro Regular

Typography - Examples

Health care Myriad Pro Light

Children Myriad Pro Black

Diagnostic Myriad Pro Semi Bold Condensed

Patients Myriad Pro Bold

Family Gotham Rounded Medium

Calendar Gotham Rounded Bold

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Photography

The images we show play an important role in expressing our brand personality – fun and playful, but backed up by serious health care expertise. Therefore it’s very important to choose the right kind of imagery.

As we all know, children have eternal hope, an unquenchable spirit, and the ability to turn just about any situation into fun. Imagery of children should focus on this positive spirit and have the quality of real emotions and life instead of being stiff and artificial. Look for the fun and playful.

It is easy to use photos of unhappy or critcally ill children but doing so does not represent the wide range of services we provide. Whenever possible, we should associate our brand with the vitality of happy active children.

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Photography

There are two types of photos that are used in our materials.

Photos where the subject is surrounded by white.

When you use a photo where the subject is on a white

background you achieve a light and fresh quality to your

layout. The subject is not confined inside a box. This style

supports the fun and playful side of our brand personality.

Photos where the image fills the frame

Sometimes the background is an important part of the

picture and you wish to have the photo inside a frame.

Take care when cropping your photo so the subject does

not feel crowded.

These are both nice examples of photos that have been

obviously staged, but the photographer was able to get

the children to relax and be themselves.

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Photography - Examples

These examples demonstrate how photos can convey our brand personality. These children have a vital energy that comes from wellness and an endearing playful nature.

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Photography - Portrait Examples

Portraits of doctors and hospital staff should follow similar guidelines. Their expertise is explained with the words, next to their photo, in your layout. But studies have shown that we decide whether or not to trust an individual based on what we see. Strive for friendly, relaxed portraits that reflect the personality of someone who loves working with children.

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Don’t show children afraid of hospital staff or procedures. Our goal is to have children not fear coming to see the doctor.

Do not show children in pain. It’s a parent’s worst nightmare.

Avoid showing a painful or frightening medical condition or procedure. Drawings are less personal when illustrating important information.

Be careful when using photos of really sick kids. It’s too easy for parents to pigeonhole Children’s Hospital as only a place for really sick kids.

Don’t use clichéd imagery. When using stock photos, look for people who look natural, not posed.

Photography - No-no’s

Keeping imagery on brand can be tricky, but it is very important to try and avoid some of these problems. A photo may seem right

at first but we need take a moment and ask if it’s really communicating what our brand stands for.

In communications with the general public try not to show facilities or equipment without a human in the photo. Never show an empty bed.

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Don’t use clip art. All imagery should reflect the high quality of care patients receive at our hospital.

Cartoons also do not represent our brand of highly competent professionals. An exception might be materials designed specifically for children.

Don’t use low-resolution photographs. High-quality imagery reflects the high quality of care we provide.

Avoid awkward cropping. If the photo does not fit, then find an alternative.

Words or graphics over photos can create clutter and confusion. It’s best to allow the personality and “story” of your photo to speak for itself.

Photography - No-no’s

Avoid busy photos without a clear point of focus.

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Avoid using group shots where it is impossible to tell who is who. Sometimes an individual can represent a group better.

Photography - Portrait No-no’s

Avoid photographs of people wearing masks. They may seem dramatic, but it does not fit with our friendly brand.

Don’t use photos taken with a phone. Especially self-shot photos.

Don’t use photos of people pretending to do their job. It never looks real and natural.

Don’t show children as doctors. Our brand is about medical professionals who understand children. Let the kids be kids and the doctors be grown-ups.

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Health & Medicine

East Tennessee Children's Hospital Brand Guidelines