2009 brand guidelines

Transcription

1 2009 brand guidelines

2 The purpose of brand guidelines is to assist in developing a brand that is familiar but leaves a lasting impression. This document should be used when integrating Locum Tenens into all external and internal communications. Establishing a distinct identity requires consistency across all lines of communication. Implementation of branding guidelines will help define, reinforce and ultimately increase awareness of the brand name BRAND GUIDELINES

3 Logo Identifying Components When creating a brand, many elements can factor into what makes it identifiable to it s audience. LT s brand identity consists of two elements: the logotype and bug or mark which are used to establish market awareness and help audiences to identify with LT. These elements and the orientation of the logo should not be changed. Bug Logotype 3

4 Logo Colors The LT logo consists of 4 colors outlined below. These colors and their precentages should not be changed without proper authorization. PMS 368 C/U PMS 653 C/U PMS 1797 C/U PMS 3005 C/U PMS 653 C/U 15% PMS 653 C/U PMS 653 C/U PMS 3005 C/U PMS 653 C/U 4

5 Clear Space Clear space should always be present around the logo. This space provides a buffer from surrounding elements and/or typography. The distance X represents the amount of clear space allowed in the LocumTenens logo. The distance is defined by the size of the red puzzle piece element in the bug. 5

6 Minimum Size The Locum Tenens logos shown below are smallest sizes suggested for general use. To ensure quality of reproduction, the main logo should never be sized smaller than 2 inches. If the logo must be used smaller than 2 inches, please use the secondary logo

7 Correct Logo Usage Use the full color logo whenever possible. If the full color logo is not an option, please circumstantially use one of the options listed below where needed. Black and white versions are to be utilized in situations where colors are not used (ie facsimile or black and white print/web applications). The cross or bug can be used as a watermark as it is implememnted in the letterhead. 7

8 Alternative Logos - Vertical Use the full primary color logo whenever possible. If the full color primary logo is not an option, please circumstantially use one of the options listed below where needed. 8

9 Incorrect Logo Usage The following options are prohibited when using the LT logo: a. Stretching or squeezing disproportionately b. Moving the placement of the bug c. Changing color orientation d. Outlining a b c LocumTenens.com d 9

10 Color Palette The colors marked in the top swatches below are the primary corporate spot colors. The subsequent swatches are secondary color options that can be incorporated with the primary colors as needed. Please request that your print vendor match the PMS coated/uncoated color chip to receive the best results. Also listed next to each swatch are options for printing: 4-color Process, RGB and websafe colors. Primary Colors C: 96 M: 76 Y: 15 K: 4 R: 31 G: 80 B: 143 HEX: #1f508f C: 94 M: 36 Y: 6 K: 1 R: 0 G: 129 B: 188 HEX: #0081bc Pantone 653C/U Pantone 3005C/U C: 4 M: 95 Y: 93 K: 1 R: 228 G: 50 B: 45 HEX: #e4322d C: 57 M: 2 Y: 96 K: 0 R: 123 G: 190 B: 72 HEX: #62bd19 Pantone 1797C/U Pantone 368C/U Secondary Colors C: 34 M: 81 Y: 55 K: 20 R: 145 G: 68 B: 82 HEX: # C: 12 M: 61 Y: 100 K: 1 R: 217 G: 122 B: 35 HEX: #d97a23 C: 44 M: 40 Y: 46 K: 5 R: 147 G: 139 B: 130 HEX: #938b82 Pantone 696C/U Pantone 7413C/U Pantone 403C/U C: 71 M: 58 Y: 59 K: 43 R: 62 G: 69 B: 69 HEX: #3e4545 C: 0 M: 22 Y: 91 K: 0 R: 255 G: 200 B: 46 HEX: #ffc82e C: 54 M: 32 Y: 26 K: 1 R: 126 G: 153 B: 170 HEX: #7e99aa Pantone 446C/U Pantone 123C/U Pantone 5425C/U C: 74 M: 100 Y: 19 K: 7 R: 101 G: 31 B: 118 HEX: #651f76 C: 18 M: 16 Y: 42 K: 0 R: 211 G: 200 B: 157 HEX: #d3c89d C: 31 M: 24 Y: 25 K: 0 R: 179 G: 179 B: 179 HEX: #b3b3b3 Pantone 2613C/U Pantone 4535C/U Pantone Cool Gray 5C/U 10

11 Typefaces There are two primary font families used to represent Locum Tenens. Below are samples of both families, their classification and their usage. Arial and Georgia should only be used in web applications, PowerPoint presentations, Word documents, etc. Swis721 Cn BT - Roman Body copy A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z Swis721 Cn BT - Bold Body copy emphasis A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z Swis721 Th BT Graphical secondary heading ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GoudyOlSt BT Graphic or Main Headers ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GoudyOlSt BT - Bold Graphic or Main Headers ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial online/web ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Georgia online/web pullouts ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 11

12 Imagery Images play a significant role in the development and branding process for Locum Tenens. The purpose of this guide is to demonstrate how LT represents itself in the lucoms job market. It is vital that the images used reflect diversity of gender, ethnicity and age. With that said, you must take into consideration the demographic of the audience. In this case, images of young, diverse medical profeesionals would be more appropriate to illustrate youth, movement and energy. Every image must support the main color palette. It is important that the images never distract, overpower and/or clutter the LT brand. The use of the LT man in real medical scenes is also a powerful tool in the branding effort for LT. 12

13 LT Boilerplates full-service. full-freedom. LocumTenens.com is a recruiting agency that helps physicians and CRNAs find the right job opportunities. We also work with healthcare facilities and government agencies that need help with their staffing needs both locum tenens and permanent. LocumTenens.com also maintains one of the largest free physician and CRNA job board websites on the Internet but don t take our word for it. Feel free to do it yourself visit 13

14 LT Man - Max brand guidelines

15 LT Man The man is an iconographic caricature of the logo mark or bug in the LocumTenens.com logo. He was created to represent LT in real world situations and to bring a human element to the LocumTenens.com brand. The LT Man symbolizes all things LT and should be used in an appropriate way to help further the LT brand and its communication to external audiences. The following examples illustrate proper/improper uses of the LT Man and a color/creation breakdown. Please consult an LT marketing professional before using the LT Man for any and all projects or communication tools. 15

16 LT Man Color Breakdown The man consists of one primary pantone, black shading and a white overlay (glare) which can be replicated using a design tool such as PhotoShop. Please consult a marketing professional or a branding/graphics specialist if a custom LT Man needs to be created. DO NOT attempt to create the LT Man without proper authorization. PRIMARY BLUE PMS 653 C/U C: 94 M: 71 Y: 21 K: 5 WHITE GLARE 60% opacity - overlay duplicated C: 0 M: 0 Y: 0 K: 0 BLACK SHADING 80% opacity C: 0 M: 0 Y: 0 K: 100 DROP SHADOW based on lighting and stance of LT Man darkest part - C: 18 M: 16 Y: 16 K: 22 16

17 LT Man Clear Space The man consists of one primary pantone, black shading and a white overlay (glare) which can be replicated using a design tool such as PhotoShop. Please consult a marketing professional or a branding/graphics specialist if a custom LT Man needs to be created. DO NOT attempt to create the LT Man without proper authorization. CLEAR SPACE HEAD must be present and in relation to figure shown CLEAR SPACE BODY must be present around figure shown major graphical/ text elements 17

18 LT Man Proper Usage (Color) The man can be used in several different poses and environments. Please consult a marketing professional or a branding/graphics specialist for examples or questions regarding proper placement. Front Profile Side Profile Real World Examples 18

19 LT Man Proper Usage (B&W) The man can be used in several different poses and environments. Please consult a marketing professional or a branding/graphics specialist for examples or questions regarding proper placement. Advertising Example 19

20 LT Man Improper Usage The man can be used in several different poses and environments. It is important for branding purposes to not skew or alter the LT man in any inappropriate way. Please consult a marketing professional or a branding/ graphics specialist for examples or questions regarding proper placement. 20

21 LT Wave brand guidelines

22 LT Wave Correct Usage The LT wave is an important graphical treatment used in all major LT branded pieces. The wave is used to show motion and act as a divider where applicable. The cool blues are percentages of the LT main blue colors and add a soft and inviting treatment to any piece. The wave should be used where applicable and should not be altered without consent from an LT marketing professional. Future considerations for the wave could include different color options for use in signifying specific verticals and/or audiences (i.e. physicians could use PMS 696, surgeons could use PMS 368, etc.). PERCENTAGE OF PRIMARY BLUE (approximately 50%) WITH ADDITIONAL BLACK GRADIENT (approximately 30%) OVERLAID PERCENTAGE OF PRIMARY BLUE (approximately 50%) Vertical Treatment From Top: wave w/ PMS 368 wave w/ PMS

23 LT Wave Incorrect Usage It is important for branding purposes to not alter the LT wave in any inappropriate way. Only LT approved colors should be used (a), do not skew the wave (b) and inverting the wave (unless approval is given for design) is prohibited (c). Please consult a marketing professional or a branding/graphics specialist for examples or questions regarding proper placement. Fig A Fig B Fig C 23

24 Design Samples In the following pages are examples that employ the design guidelines outlined in this document. A sample page of is included as well. When modifying or altering the web site, it is customary to adopt the same styles previously used with both graphical and typographical elements. Case in point, using the LT Man in real world pictures and the wave as a major design element are both design elements widely used and should be leveraged to further brand consistency. 24

25 Design Samples (continued) LocumTenens.com is a cutting edge marketing tool that makes an immediate impact in today s difficult physician recruiting market. Physician Recruiter Northwinds Parkway, Alpharetta, GA Psychiatry Edition Q Psychiatrists Lament Loss of Autonomy in Business of Medicine LocumTenens.com Psychiatrist Survey Ties Frustration to Administration, Reimbursement If they could change one thing about the practice of medicine, what would psychiatrists change? The majority of answers received by physician recruiting firm LocumTenens.com in a recent online survey focused on gaininggreater autonomy for psychiatrists in dictating clinical decisions. Among 377 answers LocumTenens.com received to this open-open-ended psychiatrist survey question were these: An effective online job board that costs nothing to use what s the catch? Compensation & Employment Survey Get your copy today! The results are in for LocumTenens.com s Compensation and Employment Survey for Find salary and employment statistics for Psychiatrists. See page 4 for highlights. More time for patients than papers. (Turn) mangled managed care back into physician-directed and patient-focused care. Balancing Act How are you doing with your resolutions? With the beginning of every new year there is often talk about the most common new year s resolutions and pressure mounts as we all attempt to resolve to improve ourselves and stick with it in the coming year. FranklinCovey recently released the results of its third annual New Year s Resolutions Survey, which polled 15,031 customers. Compensation & Employment Statistics LocumTenens.com conducted its Annual Physician Compensation and Employment for Survey respondents represent physicians who practice on a locum tenens basis as well as those with permanent salaries. In addition to compensation figures, see how many providers plan to make a job change and why. There s no catch. A good internet job board in the physician recruiting industry should be cost-effective while producing results. LocumTenens.com takes that one step further, with a free online job board that produces results. While most job boards charge a fee, whether by monthly subscription or per job, LocumTenens.com s job board is absolutely free of charge. FIND OUT MORE Catch_DM0109.indd 1 1/7/2009 8:39:40 AM 2655 Northwinds Parkway, Alpharetta, GA Toll Free

26 Design Samples (continued) OUTSIDE OUTSIDE INSIDE Headquarters 2655 Northwinds Parkway Alpharetta, GA Headquarters 2655 Northwinds Parkway Alpharetta, GA Headquarters 2655 Northwinds Parkway Alpharetta, GA Headquarters 2655 Northwinds Parkway Alpharetta, GA Headquarters Northwinds Parkway Parkway Alpharetta, GA GA Online Job Board Overview Headquarters Northwinds Parkway Parkway Alpharetta, GA GA free to do it yourself An effective online job board that costs nothing to use what s the catch? I work for the State Office of Rural Health in Colorado...[As a nonprofit] we have to be very creative with our advertising efforts... I never expected to get the kind of immediate response that I did! I began hearing from interested candidates the day after I registered on the site. You can search for jobs... For Physicians and CRNAs LocumTenens.com provides physicians with a direct connection to healthcare facilities that need to hire for both permanent and locum tenens positions. Direct access to thousands of jobs Search for jobs by specialty and apply for jobs online Anonymous communication with healthcare facilities Resume Builder Relevant news, links, statistics, surveys and resources for physicians and CRNAs...or find the perfect candidate For Healthcare Facilities and Recruiters LocumTenens.com sponsors a FREE on-line job board that allows you to post unlimited jobs and have access to over 60,000 physicians and CRNAs, at NO CHARGE. Post unlimited jobs at no charge Easy access to more than 60,000 MDs and CRNAs Recruit Rx Reach thousands of candidates in minutes with your own personalized message Locum tenens and permanent candidates R. M i l l e r, R e c r u i notification t m e n when t a candidate & matches your specific needs Full-service assistance available Programs Associate 26 OUTSIDE 2655 Northwinds Parkway, Alpharetta, GA Toll Free 1 (800)

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28 Headquarters 2655 Northwinds Parkway Alpharetta, GA