University of Iowa Children s Hospital Brand Standards

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1 University of Iowa Children s Hospital Brand Standards Effective April 1, 2016 through November 10,

2 Naming Guidelines University of Iowa Children s Hospital is the name of the hospital building and entity until the November 2016 dedication of the new facility. When referring to the current building, or to faculty and staff currently working at the hospital, use this name. University of Iowa Stead Family Children s Hospital is the name of the new building, and should be used when referring to upcoming opening events, and anything scheduled to happen in the facility on or after the November 2016 dedication. University of Iowa Stead Family Children s Hospital is the name of the building and entity following the November 2016 dedication. Faculty and staff working at the hospital will be referred to as UI Stead Family Children s Hospital faculty and staff beginning in November 2016.

3 Contents Introduction Introduction...1 Editorial Style Guide...2 General communication...2 Acronyms...2 Fonts...2 Logo Logo elements...3 Logo options, misuse...4 Logo sizing...5 Clear zone...5 Extensions...6 Logo color...7 Brand Look and Feel Tagline...10 At University of Iowa Children s Hospital, our brand represents our long-standing traditions of excellence in patient care, research, and education. Branding includes consistent use of logos, colors, and communications by all who work for UI Children s Hospital. A well-developed brand embodies all aspects of who we are as an organization. These standards provide guidelines for the use of the UI Children s Hospital name and logo, as well as templates for use when developing materials. All pediatric-related services fall under the umbrella of UI Children s Hospital. In order to maintain brand consistency and quality, these standards must be followed and executed in all circumstances. If you have questions about these standards, please contact UI Health Care Marketing and Communications at Thank you for being part of Changing Medicine. Changing Kids Lives. Alternate logo...11 Identity system...12 Specialty items...13 Philanthropy

4 Editorial Style Guide General Communication In any communication, the first reference must always be fully spelled out as University of Iowa Children s Hospital. All secondary references in the same document can be shortened to UI Children s Hospital. Do not use the before University of Iowa Children s Hospital. (Correct example: He received care at University of Iowa Children s Hospital.) The Stead Family Department of Pediatrics is the official name of our pediatrics department and must be used in full for any mention. Do not use periods with academic degrees, such as MD, PhD, or RN. (Correct example: Jane Smith, MD) Acronyms Do not use the acronym UICH in any circumstance. Neonatal Intensive Care Unit should always be fully spelled out on first reference. It can be shortened to NICU for secondary references in the same document. Pediatric Intensive Care Unit should always be fully spelled out on first reference. It can be shortened to PICU for secondary references in the same document. Center for Disabilities and Development should be fully spelled out on first reference. It can be shortened to CDD for secondary references in the same document. Pediatric Specialty Clinic should always be fully spelled out on first reference. It can be shortened to PSC to secondary references in the same document. Fonts Listed on this page are the approved corporate fonts. They should be used in all UI Children s Hospital materials. Do not use other fonts without first receiving approval from UI Health Care Marketing and Communications. Arial Arial Bold Helvetica Helvetica Bold Helvetica Neue University of Iowa Children s Hospital University of Iowa Children s Hospital University of Iowa Children s Hospital University of Iowa Children s Hospital University of Iowa Children s Hospital 2

5 Logo The University of Iowa Children s Hospital logo works as a single unit. Consistent use of this unit is key to a unified brand. These elements must always be used together exactly as shown and must be reproduced in its entirety. Changing the proportions of any element or omitting any part of the logo is not allowed. The symbols and words above, in this exact arrangement, comprise the logo and must be reproduced in its entirety. Do not attempt to recreate the logo by scanning, type-setting, or redrawing any portion. Do not create any alternate versions of this logo. Electronic logo files are available for use on the UI Children s Hospital branding and resources hub on the Loop or from UI Health Care Marketing and Communications. Logo Elements Quilt-block-dome symbol Logotype The UI Children s Hospital logo is composed of: the quilt blocks within the dome the logotype Registered trademark the registered trademark 3

6 Logo options Logo misuse Correct logo applications Common misuses of the logos are illustrated below. Any items with incorrect logos must be destroyed. Full color positive Full color reverse Do not allow the logo to become distorted due to improper scaling Do not reproduce the logo in an unapproved combination of colors UI Children s Hospital Black and white positive Black and white positive on color Do not rearrange or recreate any of the elements of the logo. Do not reproduce the logo in an unapproved color Reverse Reverse on color Do not scan the logo or copy it from a web site or allow poor-quality reproduction. Do not reproduce the logo on a background providing inadequate contrast. 4

7 Logo Sizing Minimum size for high resolution (300dpi or higher) 1 1 / 2 Logo size is determined by measuring the width of the logotype from the left edge of the dome to the right edge of the registration mark. Logos must always be scaled as a unit so that the proportional relationships are maintained. The minimum size is illustrated to the left. Minimum size restrictions help maintain the legibility and integrity of the logo. Applications requiring identification smaller than the minimum logo size may use the name in text only in one of the approved fonts. Clear Zone Preferred Clear Zone = 2U A minimum amount of clear space must always be maintained around the logo. This clear zone ensures the integrity and legibility of the logo by allowing white space between it and other items on the page, or the edges of the printable area. The preferred clear zone for any logo is equal to 2U. The minimum allowed clear zone is 1U. U is a unit of measurement equal to the height of the letter U in University for the logo being used. Minimum Clear Zone = 1U 5

8 Extensions Quilt-block-dome symbol Logotype x-height Extensions identify individual departments, programs, and services within UI Children s Hospital. Registered trademark The preferred typeface for any extension is Helvetica Light. Arial is an acceptable alternative. The typeface should not be bolded in an extension. Extension Gastroenterology Baseline Unit of Measure U-space The extensions must be placed below the logo with a space equal to 1U between the baseline of the logo and the top of the cap height of the extension. Copy alignment axis The cap height of the extension should equal the x-height of the logotype. The extension should left-align with the logotype. 6

9 Logo color UI Children s Hospital logo colors are defined by the Pantone Matching System (PMS) as follows: PMS 116 PMS 293 PMS 340 PMS % PMS 192 or PMS 189 Black Gold: PMS 116 Blue: PMS 293 Green: PMS 340 Red: PMS 192 Pink: 30% PMS 192 or PMS 189 Black Vendors should use all reasonable efforts to match the color swatches regardless of the reproduction method. Vendors must replicate the reverse logo style when printing white ink on a dark background. Incorrect reproduction of the logo damages our ability to protect this valuable asset, and is not allowed. Any items with incorrect logos cannot be used and will need to be destroyed. 7

10 Brand Look and Feel In addition to the logo, common branding elements must be used on all collateral pieces to further identify the UI Children s Hospital brand and ensure continuity among all materials. The look and feel of the children s brand is fresh, modern, and simple. The use of graphics and photographs is allowed as long as they are relevant to the message, have active consent forms on file, and are not excessive within a document. Clip art images are not permissible. In addition to the logo and tagline, these elements consist of: Swoosh graphic Stitching Color palette The swoosh is a recognizable graphic element that can appear on the top, bottom, or sides of a document. As an homage to the quilt-block in our logo, the UI Children s Hospital stitches may also be used in conjunction with, or instead of, the swoosh. 8

11 Brand Look and Feel PMS 7662 PMS 7473 PMS 7676 PMS 7480 PMS 7456 PMS 369 PMS 7685 PMS 382 PMS Process Blue PMS % PMS 314 PMS 143 PMS 3125 PMS 171 The following color palette may be used for UI Children s Hospital materials. Shades of these colors are also allowed. Sufficient contrast between the logo and the background color must be maintained at all times. For convenience, UI Health Care Marketing and Communications has developed a series of branded templates for flyers and brochures that utilize these elements. Those templates can be found on the UI Children s Hospital branding and resources hub page on the Loop. 9

12 Tagline The UI Children s Hospital tagline is Changing Medicine. Changing Kids Lives. The tagline may be used adjacent to the logo or as a graphic elsewhere in the layout. The tagline may only be used, however, when the logo is present. It may not be used independently. If used below the logo, the tagline must be positioned 2U spaces from the baseline of the logo. It must be aligned with the left edge of the quilt blocks or centered under the logo. The length of the tagline may not be longer than the logo itself, when used together. The tagline must include the registered trademark. Length of tagline (Length of logo) When used with the logo, the font should be either white or black. The word kids may be represented in another color. When separate from the logo, tagline may appear in any one of the logo colors and may be longer than the logo. IOWA Icons The pictographs within the quilt blocks may be used as independent graphics in any of the logo colors, shades of those colors, white, or black. Again, these do not substitute for the logo, and are decorative only. 10

13 Alternate Logo To accommodate electronic media, signage, and other specific applications where the approved logo will not work, two alternative logos haven been created. These logos are only to be used when the preferred logo cannot be produced legibly, and can only be provided with the permission of UI Health Care Marketing and Communications. The only permissible use of the quilt block separately from the rest of the logo is for the official social media channels for UI Children s Hospital as overseen by UI Health Care Marketing and Communications. This icon is not allowed for any other purpose. 11

14 Identity System Electronic templates are available through the UI Children s Hospital branding and resources page on the Loop. Available templates include: Letterhead Envelopes Flyers Brochures PowerPoint slides The letterhead and envelope templates allow for return address customization. When customizing, use only the fonts and sizes already created in the template. Signature blocks may include the following: Jonathan Doe, MD University of Iowa Children s Hospital UI Health Care Marketing and Communications Department/clinic/service Address, room number City, State Zip code Phone number Fax Number UI Children s Hospital business card templates are available through University of Iowa Printing Services. University of Iowa Children s Hospital 200 Hawkins 200 Hawkins Drive, Drive 2632 JCP Iowa City, Iowa

15 Specialty Items The UI Children s Hospital logo may be used on specialty items and clothing. However, only UI licensed and approved vendors may produce these items. All artwork and proofs must be approved by UI Health Care Marketing and Communications prior to production. Always maintain clear legibility when reproducing the logo on specialty items. Embroidery, in particular, may dictate a larger logo size in order to maintain the integrity of the logo. Of special concern are the details in the quilt blocks. UI Children s Hospital lab coats should be ordered through the uniform shop. When placing an order, reference on the requisition that the employee should have a UI Children s Hospital lab coat. There is also a version available for members of the Stead Family Department of Pediatrics. 13

16 Philanthropy We are grateful to the many generous individuals and organizations who wish to raise funds on behalf of UI Children s Hospital. The University of Iowa Foundation is a nonprofit organization on the University of Iowa campus that solicits private, tax-deductible contributions for all areas of the university, including UI Children s Hospital. The UI acknowledges the UI Foundation as the preferred channel for private contributions that benefit all areas of the university. Information about promotional and financial guidelines, including usage of the UI Children s Hospital logo for fundraising, is available through the UI Foundation toolkit. 14

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