Graphic Standards Manual

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2 Graphic Standards Manual

3 TABLE OF CONTENTS BASICS Brand Structure 1 Brand Extensions 2 Brand Versions 3 CINJ Signature 4 Academic Signature 5 Business Logo 6 Corporate Color 7 Corporate Typography 8 Descriptor Criteria 9 Tagline Criteria 10 Brand Isolation 11 Brand Misuse 12 Brand Samples APPLICATIONS Stationery Standard Stationery Monarch Forms Facsimile, Memorandum and Press Release Corporate Stationery Limited Use 21 Newsletter Mastheads 22 Signage /04

4 BASICS BRAND STRUCTURE The Cooper University Hospital brand was designed to present a consistent, recognizable and reliable image. It consists of four core elements: the logotype, integrated graphic C icon, color and descriptor line. These elements are in a fixed relationship with each other and must never be altered. The brand should always appear in its entirety and correct format. Do not typeset, rearrange, alter or modify the brand. The logotype is uniquely modified for final art and does not conform with an existing font. Always use approved camera ready or electronic artwork. When using the brand in a written correspondence, Cooper University Hospital is to appear in three separate words, each initial capitalized. For additional information, contact the Marketing Department. Preferred Stacked Usage Logotype Integrated graphic C icon Align Descriptor Line (Approximately 50% of logotype) Restricted Horizontal Usage for Advertising Logotype Integrated sub-graphic C One letter space Descriptor Line (Approximately 50% of logotype) 1 09/04

5 BRAND EXTENSIONS Cooper University Hospital has several service lines and physician groups which utilize the Cooper brand. The brands shown below utilize the same structure as the Cooper University Hospital brand on the preceding page. Just like that brand, these are in the same fixed relationship and must never be altered. Examples below are printed in Cooper Red PMS 193 and black. 09/04 2

6 BASICS BRAND VERSIONS Accuracy in use is vitally important to strengthen the equity and recognition of the Cooper brand. The examples below demonstrate approved positive and reverse color options. The objective when selecting color is to present strong visibility. For this reason, every part of the brand must be clearly visible. Signature printed in Cooper Red (PMS 193) Signature knock out white from PMS 193 Signature printed in black Signature knock out white from black 3 09/04

7 CINJ SIGNATURE In some applications, the Cooper University Hospital brand will appear with the logo for The Cancer Institute of New Jersey. This logo should appear no larger or smaller than 40% of the Cooper University Hospital brand. The distance between the two should never be any closer than the height of the Cooper University Hospital logo. Finally, the CINJ logo must always be printed in black or in black and blue. No closer than shown (HEIGHT OF LOGOTYPE AND DESCRIPTOR) No smaller than 40% of Cooper brand DO NOT redistribute graphic elements and logotype. 09/04 4

8 ACADEMIC AFFILIATION RWJUH/UMDNJ BASICS In some applications, the Cooper University Hospital brand will appear with the logo for the Robert Wood Johnson University Hospital/UMDNJ. This logo should appear no smaller than 40% of the Cooper University Hospital brand. The distance between the two should never be any closer than the height of the Cooper University Hospital logo. Finally, the RWJUH/UMDNJ logo must always be printed in black. No closer than shown (HEIGHT OF LOGOTYPE AND DESCRIPTOR) No smaller than 40% of Cooper brand ROBERT WOOD JOHNSON MEDICAL SCHOOL DO NOT redistribute graphic elements and logotype. 5 09/04

9 BUSINESS LOGO Two non-brand logos exist for specific use by corporate management. These logos should not be used without prior approval of hospital management. 09/04 6

10 BASICS CORPORATE COLOR To enhance our identity and ensure consistency, a specific color has been designated for the Cooper University Hospital brand. This color, Cooper Red (PMS193*), is the approved color in which the brand can appear. The brand may also appear in black or as a white knock out on a black or PMS 193 background. PANTONE 193 HEX C CMYK Process Match Cyan 0% Magenta 100% Yellow 66% Black 13% PMS 1935 WEB Hex Match Red 193 Green 5 Blue 56 *PANTONE is a registered trademark of PANTONE, Inc. PANTONE is PANTONE s check standard trademark for color reproduction and color reproduction materials. The color shown on this page is not intended to match the PANTONE color standards. 7 09/04

11 CORPORATE TYPOGRAPHY The approved Cooper University Hospital type families are: Eras, Berling, Univers and Times New Roman (for letterhead body text) in all available weights. The use of different weights of these fonts allows for creativity and flexibility, while creating a recognizable family appearance. Illustrated below are the type families and a few examples of how the fonts could be appropriately used in Cooper University Hospital applications. AaBbCc Eras font Eras Book: Body copy on brochures, ads, newsletters, stationery, business cards, etc. AaBbCc Eras font Eras Medium: Headlines and subheadlines on high visibility applications such as: brochures, newsletters, etc. AaBbCc Eras font Eras Bold: Headlines and subheadlines on high visibility applications such as: brochures, newsletters, etc. AaBbCc Serif font Times New Roman: Body text for letters and other correspondence. AaBbCc Serif font Berling Roman: Subhead and body copy on brochures, ads, newsletters. AaBbCc Sans Serif font Univers Light: Body copy on brochures, ads, newsletters. 09/04 8

12 BASICS DESCRIPTOR CRITERIA The Cooper University Hospital brand has been designed to incorporate a descriptor line of various kinds directly under the Cooper typeface. The brand is never to be reproduced without a descriptor line. The use of a specific descriptor line will depend upon which service line is being represented. Please note that each service line descriptor is approximately 20% smaller than the University Hospital descriptor. Descriptor Line (Approximately 50% of logotype) Align The brand was designed to always incorporate a descriptor line. Service LineDescriptor Line (Approximately 20% smaller than University Hospital descriptor.) DO NOT use brand without a descriptor line. DO NOT shrink, or rearrange descriptor line. 9 09/04

13 TAGLINE CRITERIA Cooper University Hospital marketing tagline is: Serious care starts here. It is important that this tagline is displayed consistently throughout all of Cooper University Hospital s marketing efforts. The following are basic guidelines for its usage: 1. Always set in the typeface Eras Medium. 2. Always set in lower case, except the first letter ( S ) which is capitalized. 3. Always end with a period. 4. Always print in black. 5. Never add to, or alter the tagline. For example: We re serious about caring at the Bone & Joint Institute. 6. Tagline should line up on the left hand side with descriptor line. 7. Never closer than the C height of the Cooper logotype. X height X height Serious care starts here. Align 09/04 10

14 BASICS BRAND ISOLATION A reasonable amount of clear, or white space around the brand must always be maintained. The clear zone surrounding it should never be closer than the height of the letter C in the brand logotype. When appropriate, a more generous clear zone is always encouraged. X X X X X height X X X X X X X height X X 11 09/04

15 BRAND MISUSE Our brand is one of our most valuable assets. Therefore, maintaining its integrity and consistency are important essentials regardless of the reproduction method. The examples below illustrate some common misuses. DO NOT screen the signature. DO NOT use unapproved colors. DO NOT mix and match colors. DO NOT place over busy background that obscures the signature. DO NOT redistribute graphic elements and logotype. DO NOT use C graphic in place of the complete signature. DO NOT shrink or rearrange descriptor line. DO NOT use any portion of the signature as a design element. 09/04 12

16 BRAND SAMPLES BASICS Printed in Cooper Red (PMS 193) Printed in black Knock out white from black background 13 09/04

17 BRAND SAMPLES Printed in Cooper Red (PMS 193) Printed in black Knock out white from black background Knock out white from Cooper PMS 193 background 09/04 14

18 APPLICATIONS STANDARD STATIONERY The stationery system, letterhead, business cards and forms are some of the most fundamental and widely used exposures of the Cooper University Hospital brand. Consistent application of the logo, color, positioning, typography, paper stock and word processing will ensure a high standard of quality in continued recognition of the Cooper University Hospital brand. The illustration below demonstrates proper placements and specifications for the stationery system. Align The Core Teaching Campus of the University of Medicine and Dentistry of New Jersey, Robert Wood Johnson Medical School at Camden..5.5 Align /04

19 STATIONERY PRINTING SPECS Size Letterhead 8.5 X 11 Business Card 3.5 X 2 #10 Envelope 9.5 X Typography Letterhead Business Cards Envelope The department names are typeset 13/14 pt. Eras Bold, upper and lower case. The RWJUH/UMDNJ logo description is typeset 7/9 Univers Condensed Light. Employee name is set at 10 pt. Eras Medium, title 8 pt. Eras Medium. The address and phone numbers are set at 8/10 Eras Book, the web address is set at 7 pt. Eras Medium. The address is set at 9/11 pt. Eras Book. (ph.) for phone number and (fax) for fax number Word Processing The body text for a letter is typeset in 12 pt. Times New Roman, single spaced, left justified. Top margin is 1.625, the left margin is and right margin is.5 and the bottom margin is.5. The body text for a #10 envelope is typeset in 12 pt. Times New Roman, single spaced, 4 from the left. Paper Stock Letterhead 24 lb. Text Strathmore, Ultimate White Wove Business Card 80 lb. Cover Strathmore, Ultimate White Wove #10 Envelope 24 lb. Strathmore, Ultimate White Wove (or an approved equivalent) Color Cooper Red: PMS 193: For Cooper University Hospital logo and department names. Black: For all addresses, telephone numbers and body copy and RWJUH/UMDNJ logo. Reproduction Offset Lithography Any questions, contact the Cooper University Hospital Marketing Department. 09/04 16

20 APPLICATIONS MONARCH STATIONERY The Monarch letterhead and envelope were designed to be consistent with the standard stationery. The illustration below demonstrates proper placements and specifications for this part of the stationery system. Align Align 2 The Core Teaching Campus of the University of Medicine and Dentistry of New Jersey, Robert Wood Johnson Medical School at Camden /04

21 MONARCH STATIONERY PRINTING SPECS Size Letterhead 7.5 X 10.5 Envelope 7.5 X Typography Letterhead Envelope The address and telephone numbers are typeset 8/10 pt. Eras Bold, upper and lower case. The web address is set at 7 pt. Eras Medium. The RWJUH/UMDNJ logo description is typeset 7/9 Univers Condensed Light. The address is set at 9/11 pt. Eras Book. (ph.) for phone number and (fax) for fax number Word Processing The body text for a letter is typeset in 12 pt. Times New Roman, single spaced, left justified. Top margin is 2.125, the left margin is 2 and right margin is.5 and the bottom margin is.625. The body text for a #10 envelope is typeset in 12 pt. Times New Roman, single spaced, 4 from the left. Paper Stock Letterhead 24 lb. Text Strathmore, Ultimate White Wove Business Card 80 lb. Cover Strathmore, Ultimate White Wove #10 Envelope 24 lb. Strathmore, Ultimate White Wove (or an approved equivalent) Color Cooper Red: PMS 193: For Cooper University Hospital logo. Black: For all addresses, telephone numbers and body copy and RWJUH/UMDNJ logo. Reproduction Offset Lithography Any questions, contact the Cooper University Hospital Marketing Department. 09/04 18

22 APPLICATIONS FORMS All Cooper University Hospital forms (transmittals, external communications, etc.) convey a distinctive appearance indicative of our commitment to patient service. Consistency, recognition and organization are always essential factors in creating a system that has a family look /04

23 FORMS PRINTING SPECS Size Forms 8.5 X 11 Typography Letterhead Envelope The address and telephone numbers are typeset 8/10 pt. Eras Bold, upper and lower case. The web address is set at 7 pt. Eras Medium. The RWJUH/UMDNJ logo description is typeset 7/9 Univers Condensed Light. The address is set at 9/11 pt. Eras Book. (ph.) for phone number and (fax) for fax number Word Processing The body text for a letter is typeset in 12 pt. Times New Roman, single spaced, left justified. Top margin is 2.125, the left margin is 2 and right margin is.5 and the bottom margin is.5. The body text for a #10 envelope is typeset in 12 pt. Times New Roman, single spaced, 4 from the left. Paper Stock Letterhead 24 lb. Text Strathmore, Ultimate White Wove Business Card 80 lb. Cover Strathmore, Ultimate White Wove #10 Envelope 24 lb. Strathmore, Ultimate White Wove (or an approved equivalent) Color Cooper Red: PMS 193: For Cooper University Hospital logo. Black: For all addresses, telephone numbers and body copy and RWJUH/UMDNJ logo. Reproduction Offset Lithography Any questions, contact the Cooper University Hospital Marketing Department. 09/04 20

24 CORPORATE STATIONERY LIMITED USE APPLICATIONS The Cooper Health System brand is used only for specific corporate communications. Currently, the only use for this brand is corporate letterhead and limited use business cards. The letterhead must also contain the two flagship brands: Cooper University Hospital and Cooper University Physicians, as demonstrated. The envelopes are standard Cooper University Hospital envelopes with space to word process the specific return address. The illustration below demonstrates proper placement and specifications for the corporate stationery. Align The Core Teaching Campus of the University of Medicine and Dentistry of New Jersey, Robert Wood Johnson Medical School at Camden /04

25 NEWSLETTER MASTHEADS Newsletters should also have unified appearance, maintaining a consistent use of the brand, typography, color and imagery. Although the mastheads or headings on each newsletter should stay within these guidelines, the individual designs of each publication may vary depending on the editorial content and intended readership. The Cooper Resource Cooper Cardiac News 09/04 22

26 SIGNAGE Our signage is a monument to our valuable corporate identity. Consistency and recognition are the qualities best communicated when integrating our design system into our facility identification. Signage is Cooper University Hospital s largest and most visible application. Maintaining the integrity of our core identity elements is important during manufacturing. The following examples illustrate an overview of the Cooper University Hospital sign system. For more detailed specifications, please contact the Marketing Department. Emergency Trauma Center Hospital Entrance & Parking Example: Main Hospital Signage Logo placement: White on Cooper Red (PMS 193) Gray Dividing Bar: 50% black Directional or informative type: Cooper Red on White Typeface for directions: Univers Bold Oblique 23 09/04

27 SIGNAGE (continued) Example: Directional Parking Signage Logo placement: White on Cooper Red (PMS 193) Gray Dividing Bar: 50% black Directional or informative type: Cooper Red on White Typeface for directions: Univers Bold Oblique 09/04 24

28 SIGNAGE (continued) APPLICATIONS Example: Directional Exterior Wall Signage Logo placement: White on Cooper Red (PMS 193) Gray Dividing Bar: 50% black Directional or informative type: Cooper Red on White Typeface for directions: Univers Bold Oblique 25 09/04

29 SIGNAGE (continued) Example: Exterior Verticle Pole Signs Logo placement: White on Cooper Red (PMS 193) Gray Dividing Bar: 50% black Bottom One-fourth: White 09/04 26

30 NOTES 27 09/04

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