Comprehensive Stroke Center Certification Branding Guidelines

Transcription

1 Comprehensive Stroke Center Certification Branding Guidelines (Created September 2012) The American Heart Association/American Stroke Association and The Joint Commission encourage hospitals that have earned Comprehensive Stroke Center Certification to publicize their certification. It s important for the patients you serve to understand how your hospital s certification benefits patients and supports your commitment to quality improvement. A national advertising campaign will be provided by The American Heart Association/American Stroke Association in collaboration with The Joint Commission to promote your hospitals achievement. Please refer to the national ad campaign portfolio for specifics related to national recognition. The following guidelines will help your hospital promote your achievement via regional advertising, marketing, public relations and/or internal communications materials. A regional communications/marketing tool kit has been provided to promote your hospital s certification for print in local media, website content/art (to add to your hospital website), social media templates, and suggested communication and marketing strategies. For additional promotional needs, please follow these branding guidelines whenever the Comprehensive Stroke Center Certification Gold Seal and Heart-Check mark are used. Note: Also follow existing AHA branding guidelines. Any use or reproduction of these marks without the express, prior written consent of the AHA is strictly prohibited.* Using the Comprehensive Stroke Center Certification Gold Seal and Heart-Check Mark The Comprehensive Stroke Center Certification Gold Seal and Heart-Check mark consists of the following elements in the color specified: 1. The Joint Commission logo (gold seal) 2. A 1-point black vertical rule 3. Red heart icon with a white check mark inside 4. The words American Heart Association in black 5. The words CERTIFICATION in red 6. A 1-point red horizontal rule 7. The words Meets standards for in black 8. The words Comprehensive Stroke Center in black Minimum size: The Joint Commission Logo = 15/16 vertical/horizontal Heart-Check mark = 7/8 vertical/horizontal The Comprehensive Stroke Center Certification Gold Seal and Heart-Check mark must be used in its entirety and must not be re-typeset in any way. This will ensure the proportional relationship between the Gold Seal and the Heart-Check mark. The Gold Seal and Heart-Check mark should not be used at a size smaller than shown in the example above to ensure legibility. For extremely small ads or promotional pieces, smaller sizes may be submitted for consideration. * 2012, American Heart Association. Also known as the Heart Fund. 1/12DS5438

2 See color section for PANTONE and four-color equivalents of the red and black colors specified and color options for the Gold Seal. Area of Non-Interference The area of non-interference around the Comprehensive Stroke Center Certification Gold Seal and Heart-Check mark should equal ¼" minimum. This will ensure the Gold Seal and Heart-Check mark is clearly visible in all presentations. This area is to be applied to all versions of the Gold Seal and Heart-Check mark. Color The preferred method of printing is four-color process. The check shape must always be printed white. Preferred Color, Red and Black Background The Comprehensive Stroke Center Certification Gold Seal and Heart-Check mark should always be placed to provide maximum clarity. The Comprehensive Stroke Center Certification Gold Seal and Heart-Check mark may be placed inside a box to separate it from other elements. The box may be outlined by a rule with the inside white, or it may be a block of color without an outline. The Comprehensive Stroke Center Certification Gold Seal and Heart-Check mark may not be placed directly on an image or pattern unless the entire Gold Seal and Heart-Check mark, including all text, is legible. Do not superimpose it on backgrounds that would impair immediate recognition and readability. These types of backgrounds include heavily speckled papers, grid patterns, photos with high contrast or excessive detail, etc. Recycled papers with light speckle are acceptable. Color and/or manufacturing quality should be carefully monitored. On problem surfaces such as fabric, leather, stamped metals or porous materials, take special care. Factors such as size, manufacturing process and fabrication materials may make the Gold Seal and Heart-Check mark illegible or hard to read. In these instances, another logo configuration may be considered. *PANTONE, Inc. s check standard trademark for color reproduction and color reproduction materials. page 2

3 Improper Use of the Comprehensive Stroke Center Gold Seal and Heart-check Mark Do not: alter, manipulate or modify the Gold Seal and Heart-Check mark in any way. use any part of the Gold Seal and Heart-Check mark separately. print words or images over the Gold Seal and Heart-Check mark. Examples of Improper Use: Too small Separating and altering proportional relationship AMERICAN HEART ASSOCIATION AMERICAN stroke ASSOCIATION certification meets standards for comprehensive stroke center Using any portion separately Using any portion separately Re-typsetting any portion of the mark Placing images over or under the mark Place on busy backgrounds Print in any color not recommended Print the check-mark in another color page 3

4 How to Promote the Comprehensive Stroke Center Certification Gold Seal and Heart-Check Mark Certification is tangible evidence of your care team s hard work and commitment to saving lives. It s recognition worth communicating. The Gold Seal and Heart-Check mark must appear in its entirety and must not be manipulated in any way. As a Comprehensive Stroke Center, your facility will be included in a national ad campaign. Additionally you have been provided a communications/marketing tool kit that includes: Templates for print advertorials for use in local media Website content and art for placement on your hospital website Social media templates to host events on social media sites, such as FB and Twitter Communication and marketing strategies to assist your hospital in differentiating your certification within the market Some additional suggested promotional and communication ideas for the Gold Seal and Heart-Check mark are: Place the Comprehensive Stroke Center Certification Gold Seal and Heart-Check mark on your promotional materials, patient-education materials, consumer and/or community outreach efforts. Prominently display the Comprehensive Stroke Center Certification Gold Seal and Heart-Check mark on posters, banners and table tents. Include the Comprehensive Stroke Center Certification Gold Seal and Heart-Check mark on print ads for local newspapers. Include the Comprehensive Stroke Center Certification Gold Seal and Heart-Check mark with an article about certification and what it means in your hospital s newsletter. Include the Comprehensive Stroke Center Certification Gold Seal and Heart-Check mark in a print ad or slide on internal closed-circuit TV programming. Include the Comprehensive Stroke Center Certification Gold Seal and Heart-Check mark on a memo to the hospital board of directors and/or the hospital CEO. page 4

5 How do Hospitals Access the Combined Logo (The Joint Commission Gold Seal and AHA/ASA Heart-Check mark) for Use at Their Hospital? Downloadable art files of the Gold Seal and Heart-Check mark approved for promotional use by hospitals are available on TJC extranet. Hospitals will need to access The Joint Commission website. Each hospital has a unique identifier that will provide them access to the Gold Seal and Heart-Check mark. Typically, only the hospital s designated site administrator has access to the extranet site. If the hospital has access but is having trouble navigating and finding the logos, they may contact TJC website administrator Frank Barancyk (fbarancyk@jointcommission.org or webmaster@jointcommission.org) Joint Commission Communication Guidelines and American Heart Association/American Stroke Association Branding Guidelines are available to assist hospitals interpret how they may correctly display the Gold Seal and Heart-Check mark to promote their program. Use of AHA or AHA/ASA Logo Participants in the Comprehensive Stroke Center Certification program may not use the American Heart Association/ American Stroke Association (AHA/ASA) heart and torch logo or name on any materials, including digital materials, without prior approval by the AHA/ASA. To request approval for usage of the AHA/ASA logo or name, please contact Jaime Paige via the Copyright link on the heart.org website. Other Gold Seal and Heart-check Mark Use Restrictions Use of the name Comprehensive Stroke Center Certification must be consistent with recommended language as outlined in this document. The Comprehensive Stroke Center Certification name and/or mark cannot be used in any materials where an institution implies that it is better than another or in materials that may imply an AHA/ASA endorsement or recommendation of the institution and/or its services. The Gold Seal and Heart-Check mark should be used in a neutral manner that simply states the hospital s participation in the program and not include superlative descriptors attached, i.e.: best, only, leading, better, etc. The Comprehensive Stroke Center Certification and/or the AHA/ASA cannot be mentioned in any billing statements, invoices, price lists or other documents related to fees for hospital-related services. Press Releases Hospitals are encouraged to distribute the press release to local news media outlets, including local affiliate and independent television/cable stations; local radio stations; local monthly, weekly and daily newspapers; and local magazines. Hospitals may also post the press release to their websites. Template press releases are provided for your use. As long as the template is used exactly as provided with all blanks filled in appropriately, no further review is required. If additional information is added to the template press release, the American Heart Association national marketing team must approve the release prior to the hospital releasing it to local media. page 5

6 Media Inquiries All media inquiries about the accreditation program or AHA/ASA resulting from media outlets outside of a hospital s local market (as described above) must be forwarded to local AHA/ASA Communications staff. Review of Materials Exceptions to Guidelines Please contact Linda Hood (linda.hood@heart.org) or Alexandra Paterson (alexandra.paterson@heart.org) for reviews or more information. This includes any logo usage exceptions, press release template copy additions or national media inquiries. page 6