Brand Guide External
Table of Contents Brand Statement....2 Logos..................................... 3 The Children s Institute Logos Logo Usage Component Logos Color Palette............................... 9 Typefaces...10
Brand Statement The Children s Institute brand is our public face. It is a reflection of who we are and of the care we provide. It is how we present ourselves to our patients, their families, our community and our peers. And it helps to strengthen the positive image of our organization and our mission. The Children s Institute Brand Guide was developed to provide the information and tools you need to represent our brand properly. It is a reference to ensure our trademarks, logos, color palettes, other identifying pieces and language are used correctly and consistently in all communications. For more information about these brand and style guidelines, please contact Erica Tony, marketing and communications manager: elt@the-institute.org or 412.420.2479. NEVER RECREATE THE LOGO, LOGO SYMBOL or TAGLINE. 2
The Children s Institute Logo The Children s Institute logo is our prime identifier. It is a visual representation of the amazing things that happen here every day. Correct and careful usage of this logo is essential to maintaining a strong identity. The Children s Institute corporate green is the preferred color of the logo. Primary Logo This is the preferred way to use our logo. It includes The Children s Institute symbol, our name and the tagline in horizontal form. The logo symbol and our name are always on the same baseline. Primary Logo Without Tagline When using the primary logo without the tagline, it is used in this manner. Secondary Logo Many banner ads and program ads have size constraints that make the use of the horizontal logo impractical. In those instances, you may use a stacked version of the logo. When using the logo with the tagline, all elements are left-aligned. Secondary Logo Without Tagline When using the secondary logo without the tagline, it is used in this manner. ALL ELEMENTS ARE LEFT-ALIGNED. NEVER RECREATE THE LOGO, LOGO SYMBOL or TAGLINE. 3
The Children s Institute Logo (continued) The clear zone is equal to the height and width of one of the people in The Children s Institute logo symbol. Nothing should intrude on the space surrounding the entire logo. Primary Logo Clear Zone and Logo Specifications The tagline is (pulled from sphere shape in logo symbol) space from the bottom of our name, and left-aligned with our name. The tagline appears on one line. The logo symbol is a (pulled from lowercase a in tagline) space away from our name, and aligned with the bottom of our name. Our name appears entirely on one line and is never broken. In order to maintain legibility, the height of our name is never less than 1/8. Secondary Logo Clear Zone and Logo Specifications The logo symbol is space away from our name and left-aligned with the bottom of the logo symbol. Our name is broken into three lines beneath the logo symbol. In order to maintain legibility, the height of the letters in our name is never less than 1/8. The tagline is space from the bottom of our name and appears on two lines. Break line after each period. ALL ELEMENTS ARE LEFT-ALIGNED. NEVER RECREATE THE LOGO, LOGO SYMBOL or TAGLINE. 4
Acceptable Usage of The Children s Institute Logo Color on White This is one of the cleanest and most distinctive ways to use our logo. The color version of our logo is ideally used on a white or light neutral background color. Colored Backgrounds When using our logo on colored backgrounds, ensure that there is sufficient contrast between our logo and the background color used. Color on Black Using the logo on black can also be very distinctive. In order to retain legibility, our logo symbol and name are in color and our tagline is reversed out to white. 5
Acceptable Usage of The Children s Institute Logo (continued) One Color A one-color version of our logo may be used in those instances where the two-color standard cannot be used due to color constraints. One Color on Black A one-color version of our logo may be used on black in those instances where the two-color standard cannot be used due to color constraints. Black on White The black version of our logo may be used where the two-color standard cannot be used due to color constraints. Reversed The reversed version of our logo may be used where the two-color standard cannot be used due to color constraints. This would most likely occur on black or darker-colored backgrounds. 6
Incorrect Logo Usage Never use The Children s Institute logo over split or multicolored backgrounds. Do not place our logo over busy backgrounds or images. Place logo only over colors with high contrast. Do not place logo over a tint or shade of the logo color. Do not change the color of our logo outside of set guidelines. Do not rotate or change the orientation of logo symbol. Do not make a multi-color logo symbol. Our logo symbol should always be the same color as the main logo text. Never use The Children s Institute logo symbol below the tagline. Our logo symbol must always appear with our name and tagline. Do not place or screen our logo symbol behind our name or tagline. Do not use our old logo format and/or color. 7
Component Logos Effective August 2007, each of the three components of The Children s Institute has its own variation of the logo in both a horizontal and vertical format. This helps to further strengthen our brand, while giving each of our components a distinct identity of its own. The Hospital at The Children s Institute logo will always appear in the following colors: PMS 313C (Coated)* 312U (Uncoated) Project STAR at The Children s Institute logo will always appear in the following colors: PMS 254C (Coated) 253U (Uncoated) The Day School at The Children s Institute logo will always appear in the following colors: PMS 165C (Coated) 165U (Uncoated) All component logos use Cool Gray 11 as a secondary color to the Component Color. A 60% black may be used in place of Cool Gray 11 when the PMS or process builds are not applicable. * There are coated and uncoated swatches for all colors. Coated swatches are used when printing on coated substrate; uncoated swatches are used when printing on uncoated substrate. 8
The Children s Institute Color Palette PMS 369C CMYK 59/0/100/7 RGB 140/198/63 PMS 313C CMYK 100/0/8/13 RGB 0/154/200 PMS 254C CMYK 50/100/0/0 RGB 145/39/143 PMS 312U CMYK 96/0/11/0 RGB 0/175/219 PMS 253U CMYK 43/95/0/0 RGB 157/51/147 PMS 368U CMYK 57/0/100/0 RGB 123/193/67 PMS 165C CMYK 0/59/96/0 RGB 245/132/38 PMS 165U CMYK 0/59/96/0 RGB 245/132/38 Corporate Color This is our corporate color and the preferred color for The Children s Institute logo. There is a coated and uncoated swatch for this color. Component Colors These colors represent each of our three component logos. These colors may be used along with our corporate color. There are coated and uncoated swatches for each of these colors. PMS 116C CMYK 0/16/100/0 RGB 255/210/0 PMS Cool Gray 7C CMYK 0/0/0/37 RGB 173/171/175 PMS Cool Gray 11C CMYK 0/2/0/68 RGB 113/112/115 PMS 108U CMYK 0/16/100/0 RGB 255/210/0 PMS Cool Gray 6U CMYK 0/0/0/31 RGB 186/188/190 PMS Cool Gray 11U CMYK 0/2/0/68 RGB 113/112/115 Campaign Color This color represents The Campaign for an Amazing Future. It can be used in conjunction with our corporate color as well as our accent colors. There is a coated and uncoated swatch for this. Accent Colors These colors may be used in conjunction with our corporate color as well as our component color palette. Cool Gray 7C and 6U are used in the Campaign logo. Cool Gray 11 is used with the component logos. Both may be used in conjunction with the corporate color, component colors and campaign color. See page 8 for more information on coated and uncoated swatches. 9
The Children s Institute Typefaces The following are the approved fonts for The Children s Institute brand. Use on any collateral pieces from The Children s Institute. Arial Times (Times New Roman) ITC Avant Garde Gothic The typeface Avant Garde is used in the Children's Institute logotype and therefore is one of the typefaces that may be used in publications and Websites. It is not imperative that Avant Garde be used in communications. If you do not have or own this typeface, you don't have to use it. You can simply use Times (Times New Roman) and/or Arial. 10
If you have any further questions regarding The Children s Institute brand, please contact Erica Tony, marketing and communications manager: elt@the-institute.org or 412.420.2479.. LAST UPDATED AUGUST 2013 THE CHILDREN S INSTITUTE 1405 Shady Avenue Pittsburgh, PA 15217-1350 412.420.2400 www.amazingkids.org 11