Canuck Place Children s Hospice Brand Standard Guidelines

Transcription

1 Canuck Place Children s Hospice Brand Standard Guidelines Introduction Canuck Place Children s Hospice opened its doors to the community in 1995 as the first freestanding children s hospice in North America and is a leader in providing a world class system of care. CPCH is British Columbia s recognized pediatric palliative care provider, delivering care to over 560 children and families across the province in the areas of respite and family support, 24-hour province-wide phone consultation and in-house clinical care, pain and symptom management, grief and loss counselling, including music and play therapy, art, education and recreation therapy, and end-of-life care. Just as Canuck Place has evolved into a leader of pediatric palliative care, its brand and visual identity has grown and evolved as well. In 2000, a local design company called Grapheme/Koo created an effective logo that featured the Madonna icon. The icon, which portrays the outline of a mother embracing a child, has been a pivotal part of the Canuck Place brand and strongly represents the purpose of Canuck Place. Surrounding the Madonna icon includes a strong Museo font outlining the Canuck Place name, and brand colours. In 2013, in a response to the increased care provided by CPCH, the recognized provincial role through Child Health BC Tiers of Service Framework, increasing need for digital uses of the brand and the opening of CPCH s second provincial hospice in Abbotsford, the organization began a refresh brand project. With the support of internal brand captains representing each department and the external Communications Advisory Committee, the CPCH communications team worked with designer Jackie Boucher to refresh the primary and secondary marks of the CPCH brand and CPCH event brands. The purpose of this document is to ensure the consistency of the Canuck Place brand on all communications material, whether it is published internally or through CPCH partners. Updated on: October 22 nd, 2014

2 Canuck Place Logo The Canuck Place Children s Hospice Logo is a unit that may only be reproduced according to the guidelines set out in this document. It is a unique graphic specifically created for and owned by Canuck Place Children s Hospice. Canuck Place has 3 versions of their logo, a colour version, a grey scale version and a reverse logo for colour backgrounds. The logo is made up of three elements: the Madonna Icon, the Type, and the Colour. Note: Once you have access to our logo please ensure you seek approval of usage before publishing any material. Colour Logo Madonna Icon Green CP Purple Museo Font Purple Museo Sans Rounded Font, Purple Pantone 5275 CMYK RGB HEX # CP Green Pantone 375 CMYK RGB HEX #A0CF67 Fonts Museo ABCDEFGHIJKLMNOPQRSTU- VWXYZ Fonts for Dave Lede House Candara ABCDEFGHIJKLMNOPQRSTUVWXYZ Museo Sans Rounded ABCDEFGHIJKLMNOPQRSTU- VWXYZ Candara - Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ

3 Grey Scale Logo Canuck Place has a 2-colour logo for use on black and white documents. Note: Canuck Place does not have nor use an all black logo. Reverse Logo Pantone 425 CMYK RGB HEX #58595b Canuck Place has a reverse white logo for use on dark backgrounds. Canuck Place Logo Size To ensure that the Canuck Place Logo is as legible and effective as possible, we have set in place size standards when using our logo on any promotional material. Both the horizontal and vertical Canuck Place logos have a set minimum size. See below: Do not scale the CP logo below 1 in width. 1 width 1.08 height 1.5 width Do not scale the CP logo below 1.5 in width height

4 Canuck Place Secondary Logos Secondary logos are used by partners or sponsors who wish to promote support of Canuck Place. For more information on how you can be a partner or supporter of Canuck Place, please contact our Director of Corporate and Community Partnerships Jennifer Polci (jennifer.polci@canuckplace.org). Proud Supporter Proud Partner CP Clinical Logo Note: The clinical logo is only for use on clinical documents by the CP Clinical Team.

5 Canuck Place Logo - Do s & Don ts 1. When resizing the CP logo, make sure the measurements are scaled correctly. Note: use the shift key to avoid the logo becoming disproportionate. Do Don t x 2. When using a CP logo on a colour background, make sure you use a vector file rather than a bitmap version. Do Don t x 3. If the background colour is quite dark, use the white vector version of the CP logo. Do Don t x 4. Do not rotate these logos or alter their proportions or colours. Don t x x x

6 Team Canuck Place Logo The Team Canuck Place Logo is a unit that may only be reproduced according to the guidelines set out in this document. It is a unique graphic specifically created for and owned by Canuck Place Children s Hospice. Canuck Place has 4 versions of their logo, a multi-colour version, a monochrome version, a grey scale version and a reverse logo for colour backgrounds. The logo is made up of three elements: the Group Icon, the Type, and the Colours. Note: Once you have access to our logo please ensure you seek approval of usage before publishing any material. Multi-Colour Logo Group Icon Green and Turquoise Museo Sans Rounded Font Magenta, Green, Cyan, Purple Museo Font Turquoise TCP Magenta Pantone CMYK RGB HEX # TCP Green Pantone 375 CMYK RGB HEX #A0CF67 TCP Cyan Pantone CMYK RGB HEX #A0CF67 TCP Purple Pantone 5275 CMYK RGB HEX # TCP Turquoise Pantone 3145 CMYK RGB HEX #008DA9

7 Monochrome Logo The moochrome version of Team Canuck Place logo is a cost-effective substitues. It can be used in the same capacity as the multi-coloured logo. TCP Turquoise Pantone 3145 CMYK RGB HEX #008DA9 Grey Scale Logo Canuck Place has a 2-colour logo for use on black and white documents. Note: Canuck Place does not have nor use an all black logo. Pantone 425 CMYK RGB HEX #58595b

8 Reverse Logo Canuck Place has a reverse white logo for use on dark backgrounds. TEAM Canuck Place Logo Size To ensure that the TEAM Canuck Place Logo is as legible and effective as possible, we have set in place size standards when using our logo on any promotional material. Both the horizontal and vertical TEAM Canuck Place logos have a set minimum size. See below: Do not scale the TCP logo below 1 in width. 1 width height 1.5 width Do not scale the TCP logo below 1.5 in width height Fonts Museo ABCDEFGHIJKLM- NOPQRSTUVWXYZ Museo Sans Rounded ABCDEFGHIJKLM- NOPQRSTUVWXYZ

9 Canuck Place Standard Messaging Canuck Place uses a standard message as a footer on multiple documents that outlines everything that Canuck Place does. That message is as follows: Courage lives here Canuck Place Children s Hospice is British Columbia s recognized pediatric palliative care provider. Over 560 newborns, children and teens with life-threatening illnesses and their families receive care from CPCH through outreach programs and two provincial hospice locations; Vancouver and Abbotsford. Services include clinical respite and family support, pain and symptom management, 24- hour phone consultation support and in-house clinical care, art and education, recreation therapy, grief and loss counselling and end-of-life care. Through the investment of the community and our talented team and over 325 energetic volunteers we make a lasting difference in the lives of children and the families who love them. Canuck Place Key Messages There are also a variety of phrases and messages used to promote the Canuck Place brand and organization. It also provides the public with an idea of what we do and why it is important to contribute what you can to the organization. Family is a Gift Live in this Moment Courage. Compassion. Contribute. We don t save lives. We savour life. Courage Lives Here We believe the end of life should be lived fully Your contribution can change lives Social Media Canuck Place has built a strong online presence through a variety of social media channels including Facebook, Twitter, Instagram, LinkedIn, Pinterest, YouTube and Flickr. See below for all of Social Media addresses s-hospice

10 Common Hashtags #LiveinthisMoment #CourageBuilder #Gratitude #Courage #TeamCanuckPlace Canuck Place also uses event specific hashtags to promote an event or to live tweet during an event. If you are in need of a Canuck Place even specific hashtag, please contact our Coordinator of Communications & Social Media, Christina Low (christina.low@canuckplace.org). Canuck Place Standard Spelling Canuck Place follows Canadian spelling standards and it is important that these standards are consistently followed in all documents. For example, nouns that commonly end in or follow the our rule. Some are listed below:. colour. behaviour. honour. favour Canuck Place also uses a double L in words that may commonly use one. Some are listed below:. counsellor. counselled. compelling. labelled In addition, Canuck Place uses the re rule for nouns that commonly end in er. Some are listed below:. centre. centred. theatre Other important words that are commonly used by Canuck Place but may be spelled differently elsewhere include:. pediatric. palliative. organization. specialize. recognize

11 Photo Guidelines Although photos and images of Canuck Place and their families are an important way to communicate the essential services that Canuck Place provides, there are strict rules and guidelines that need to be followed in order to respect the needs of our families and children. Photos of Canuck Place children and families are not to be distributed in any way without signed consent from the family. If you would like to use a Canuck Place image or photo, please contact our Director of Communications & Marketing, Debbie Butt (debbie.butt@canuckplace.org) or our Coordinator of Communications & Social Media, Christina Low (christina.low@canuckplace.org). If photos of Canuck Place children and families are not available, it would be useful to use other generic photos that convey the importance of Canuck Place. For example, children s toys or artwork. The following photos are available on for download. Please note that these images are for representation of Canuck Place only and should not be used for commercial or non- Canuck Place related applications.