Building and Communicating Our Graphic Identity
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1 Building and Communicating Our Graphic Identity
2 Contents Brand standards...3 Referencing Dana-Farber/Boston Children s...4 Our logo...5 Applying standards in and voice mail communication...6 Applying standards in research...7 Applying standards in stationery...8 Color palette...9 Typography...10
3 Brand standards To maintain a consistent brand identity and increase our name recognition, we have developed a comprehensive set of Dana-Farber/Boston Children s Cancer and Blood Disorders Center logo and brand standards. When using the Dana-Farber/Boston Children s logos or creating Dana-Farber/Boston Children s communications, you must adhere to these guidelines. Please contact the Marketing and Communications department at contactus@danafarberbostonchildrens.org if you have any questions. What is our brand? Dana-Farber/Boston Children s is the only center in the country that integrates the specialized resources of a top pediatric hospital with those of a world renowned cancer center, offering patients the widest range of expertise, science-driven therapies and the best outcomes and best chance at survival. What is our brand promise? We promise an unbeatable combination of experienced pediatric specialists in every possible medical discipline who deliver the best possible outcomes. What are the basic components of the Dana-Farber/Boston Children s graphic identity? Our logo represents Dana-Farber Cancer Institute s and Boston Children s Hospital s pediatric hematology/oncology collaboration. The single graphic image, which can never be altered, serves as the cornerstone of a comprehensive visual system. Why should we follow these standards? A standard graphic approach is needed to enhance awareness of Dana-Farber/Boston Children s. It presents one face to many audiences, building stronger recognition of Dana-Farber and Boston Children s partnership to treat children and adolescents with cancer and blood disorders. With this unified system, we clearly present who we are in a consistent manner. The use of standards also allows us to save cost and time in production. When do we apply the standards? The logo should accompany collateral created to build patient volume and national/international awareness of the pediatric hematology/ oncology programs and services offered jointly by Dana-Farber and Boston Children s. This includes advertisements, marketing materials and promotional items. It should also be used on patient education materials, clinical and basic research, communications surrounding public policy and any public commentary. The only time that the unified logo and name should not be used is for fundraising purposes (see table on page 4). If you are unsure about when to use the logo, contactus@danafarberbostonchildrens. org for clarification. How do we protect the brand? The logo and name should not be altered in any way. The logo must be reproduced from original camera-ready art or electronic file each time it is used, according to the standards shown in this guide. The files are available in the How Do I... section of the Hem/Onc Intranet. For answers to questions you have about applying these graphic standards: Contact Dana-Farber/Boston Children s Marketing and Communications Department at contactus@danafarberbostonchildrens.org 3
4 Referencing Dana-Farber/Boston Children s For more than 60 years, Dana-Farber Cancer Institute and Boston Children s Hospital have partnered to provide comprehensive care for children with and survivors of pediatric cancer and blood disorders. Please use the following as a guide on when to use the Center s name: When referring to the Center, Dana-Farber/Boston Children s Cancer and Blood Disorders Center must be used on first reference and Dana-Farber/ Boston Children s on all subsequent references. The use of initials or an acronym to refer to the Center is not permitted. Category 1. Clinical/patient care Clinical marketing Advertising (print/electronic/direct mail) Patient outreach/education materials (information to patients about their care) Media relations related to patient care and support programs such as Back to School, Survivorship, Home Hydration, PACT 2. Clinical research Research publications, posters and other academic presentations 3. expert commentary on clinical issues not directly related to patient care Name to be used Dana-Farber/Boston Children s Cancer and Blood Disorders Center Dana-Farber/Boston Children s Cancer and Blood Disorders Center Dana-Farber/Boston Children s Cancer and Blood Disorders Center 4. Translational research Research publications, posters and other academic presentations Dana-Farber/Boston Children s Cancer and Blood Disorders Center 5. Basic research Research papers/study findings Conference presentations/posters Media relations Individual institution name 6. government/payor relations All public policy related communications including administration, legislature, regulatory affairs outreach Individual institution name 7. Fundraising All fundraising-related communications Individual institution name 4
5 Our logo The Dana-Farber/Boston Children s logo is the primary visual identifier of our brand. The logo is an integral unit composed of the two institution signatures and logos. Printing in all black is acceptable when color printing is not available. If the logo is reversed out (negative), both elements of the logo the name and the images are white. Do not change the logo s original artwork. Do not rebuild or distort the logo. Do not change the logo colors. Do not insert the logo into text. Do not break apart the logo and use the image in isolation. Social Logo A square version of the logo has been created exclusively for use with social media. This logo is only to be used with expressed written permission from the Marketing and Communications Department. If you have questions please contact them at contactus@danadarberbostonchildrens.org 5
6 Applying standards in and voice mail communication All pediatric hematology/oncology staff should include the name Dana-Farber/Boston Children s in their signature and in their voice mail greeting. signature guidelines When corresponding by in a clinical capacity, physicians should include Dana-Farber/Boston Children s Cancer and Blood Disorders Center in their signatures (with or without a title), followed by whatever titles or affiliations desired. For example: Lisa Diller, MD Chief Medical Officer, Dana-Farber/Boston Children s Cancer and Blood Disorders Center Institute Physician, Dana-Farber Cancer Institute Professor of Pediatrics, Harvard Medical School 450 Brookline Ave. Boston, MA danafarberbostonchildrens.org When corresponding in a capacity not related to clinical care, the faculty member should use his or her judgment as to whether to include or exclude the Dana-Farber/Boston Children s Cancer and Blood Disorders line. Voice mail greeting guidelines All pediatric hematology/oncology staff should include Dana-Farber/Boston Children s Cancer and Blood Disorders Center in their voice mail greeting. For example: Hello, you have reached Lisa Diller, Chief Medical Officer at Dana-Farber/Boston Children s. Please leave a message and I will return your call as soon as possible. 6
7 Applying standards in research The logo will be used by all pediatric hematology/oncology faculty to present both clinical and basic research. Sample presentation slides and poster sessions are included below. Templates and high-resolution images for conference materials are accessible through the How Do I... section of the Hem/ Onc Intranet as well as the Dana-Farber intranet. For PowerPoint Presentations For posters 7
8 Applying standards in stationery It is essential that we incorporate the Dana-Farber/Boston Children s brand identity into every communications piece we produce and the stationery system is one of the most fundamental exposures of our brand. Electronic stationery In an effort to reduce costs while maintaining a consistent look and feel we have created a letterhead template that is customizable at the time of printing. This also eliminates waste when individuals depart, leaving unusable pre-printed letterhead. For electronic stationery, please contact Dana-Farber/Boston Children s Marketing and Communications Department at: contactus@danafarberbostonchildrens.org Printed stationery Dana-Farber/Boston Children s printed stationery can be ordered through each individual institution. To order stationery or business cards from Dana-Farber, please visit the purchasing department section of the DFCIOnline Intranet. Stationery can be ordered at Boston Children s through the Allied Store in PeopleSoft. To order business cards or envelopes through Boston Children s you must first complete BrandMaker training and then place an order within the Self Service Template section. Letterhead Business cards Department Name 300 Longwood Avenue, Boston, MA danafarberbostonchildrens.org Dear Dana-Farber/Boston Children s letter writer, Thank you for using this Word template as your official Dana-Farber/Boston Children s Cancer and Blood Disorders Center letterhead. It will ensure that your written communications are brandcompliant and support the hospital s cost-saving effort by eliminating the need to print custom letterhead. Below are some tips for using your Dana-Farber/Boston Children s Word template: Department or individual names, addresses and contact information are entered in the document header. You can access it by selecting Header and Footer from the View menu. This information is styled in the Address block paragraph style, which specifies 8-point type set in the Arial font. The name of the department or individual is set in bold. All other information appears in the regular, or normal Roman weight. The Normal paragraph style is recommended for the content of most letters. It specifies 10-point type set in the Arial font. The left margin is set at three-quarters of an inch. To get started simply delete the text of this letter and set your own copy in its place. Department Name 450 Brookline Avenue, Mailstop, Boston, MA Envelope
9 Color palette Primary colors Corporate colors are used for brand identity, marketing, correspondence, letterhead and business cards. Pantone: 287C CMYK: RGB: HEX: Pantone: 201C CMYK: RGB: HEX: 9DLE35 Pantone: White CMYK: 0000 RGB: HEX: FFFFFF Secondary colors Along with the primary colors, secondary colors are used in marketing, signage and communications. Pantone: 715C CMYK: RGB: HEX: F68B1F Pantone: 123C CMYK: RGB: HEX: FEC741 Pantone: 2905 CMYK: RGB: HEX: 8FC9E6 Pantone: 7528C CMYK: RGB: HEX: C5B9AC 9
10 Typography The consistent use of type contributes to our unique look and feel, making us easily distinguishable from other institutions. The designated brand typefaces are Museo and Museo Sans. They have a modern and crisp clarity, with an approachable feel. As a sturdy, low-contrast, geometric and highly legible typeface, they are very well suited for display and text use. Museo 500 is used for headlines and in other situations where you want larger type to stand out from the standard brand typeface. The color of the type should be PMC287c. In the case where PMC287c cannot be used, or an alternative is needed, use black as a substitute. HEADLINE FONT: MUSEO 500 BODY COPY FONT: MUSEO SANS 300 BODY COPY FONT: MUSEO SANS 500 See page 11 for an example using these fonts, along with web-safe fonts. BODY COPY FONT: MUSEO SANS 700 BODY COPY FONT: MUSEO SANS
11 HEADLINE: MUSEO 500 SUBHEAD: MUSEO SANS 900 BODY COPY: MUSEO SANS 300 PULL QUOTE: MUSEO SANS 300 ITALIC Creating lasting connections PROIN VEHICULA IPSUM ANTE Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse tristique velit id lorem fermentum pulvinar. Proin vehicula ipsum ante. Aenean sit amet enim vel felis porttitor laoreet. Nulla dignissim volutpat odio quis bibendum. Nunc imperdiet porttitor lacinia. -Egestas Vitae BY LINE: MUSEO SANS 300 Web-safe typeface ARIAL REGULAR While consistency is important, there are some limitations when using typefaces online. When Museo cannot be used in digital applications or on the Web, Arial should be used as an alternative. The color of the type should be Boston Blue. In the case where Boston Blue cannot be used or an alternative is needed, use Boston Black as a substitute. ARIAL BOLD 11
12 For answers to questions you have about applying these graphic standards, contact: Dana-Farber/Boston Children s Marketing and Communications Department contactus@danafarberbostonchildrens.org
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