Association of Staff Physician Recruiters

Visual Standards Manual

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The following pages outline the identity

standards of the Association of Staff

Physician Recruiters. The standards are

a guide to the usage and presentation of

the elements and characteristics of the

association’s brand identity.

These guidelines are an essential tool

in establishing and maintaining an

identity that will properly communicate

the brand identity of the Association

of Staff Physician Recruiters. They

are designed to help you apply the

association signature correctly.

It is important to use the logo and

logotype consistently and with

consideration for the image the logo

projects. It should be used to unify and

strengthen all internal and external

communications. The design of the

logo and logotype has been carefully

considered; its form is distinct and

should not be altered in any way. It is

the responsibility of each member to

properly follow the standards in order to

represent the association’s identity with

maximum impact.

Using the logotype incorrectly

undermines the Association of Staff

Physician Recruiters’ image, therefore,

it is very important that this manual

be followed carefully. Any attempts to

recreate this icon and logotype should

be avoided. Always use the original,

electronic files.

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Logo History

The Rod of Asclepius is an ancient Greek symbol associated with the healing of the sick through medicine. It consists of a serpent entwined around a staff. Asclepius, the son of Apollo, was practitioner of medicine in ancient Greek mythology, and was said to have been so skilled that he brought patients back from the dead.

The ASPR logo contains a stylized Rod of Asclepius — a reference to the organization’s place in the medical industry. The logo also resembles a hand offering a torch. This is symbolic of the role ASPR members play as recruiters — offering physicians a new beginning in the form of a fulfilling new career.

Organization Name Reference

The name of the association is the Association of Staff Physician Recruiters. It is, however, acceptable to use the association acronym, ASPR, on second and subsequent references when used in printed materials.

The identity should appear on materials used in the association (forms, stationery, etc.).

We have developed guidelines to help define and delineate appropriate use of our identity. These guidelines are detailed in the pages that follow.

All material contained with in these pages are the property of the Association of Staff Physician Recruiters and require express permission from the Board of Directors or Communication departments for use.

the Association of Staff Physician Recruiters brand identity is built from consistent and creative elements, including a corporate signature (logo), corporate colors, corporate fonts, imagery and visual elements.

Approved Usage

There are different configurations of the official corporate signature, some combining the logo with the wordmark. They were created for use on internal and external communications pieces. Variations that include the wordmark are to be used for all pieces that are being used for purposes that do not involve members of the association. This includes, but is not limited to: membership promotions, advertisements, non-member-directed emails, etc. The variations without the wordmark may be used for any pieces that are directed for member use. To accommodate different design possibilities, several approved configurations of the corporate signature are available. Choose the version that best suits the style of your communication piece.

The logo may not be altered. To ensure that all uses of the official logo will be consistent in quality, do not attempt to recreate or manipulate it in any way, electronically or otherwise.

Usage of the ASPR Name or logo on any work is subject to copyright laws. It is subject to approval by ASPR before it may be used in any work.

Logo Legibility

The logo and signatures need to be legible when printed on or reversed out of photographs, designs or screened backgrounds. Do not use the logo when it would not be legible.

Explanation of Logo Standards

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Explanation of Logo Standards

Incorrect Usage

The corporate signature is a stand-alone design element, not words or parts of a statement, and must appear separate from other elements in all applications. For example, it cannot be placed in a box or circle.

The corporate signature cannot be used within a sentence, phrase or headline, or used as art work.

To ensure the integrity of the corporate signature, it is imperative that no words or images crowd, overlap or merge with the Signature or are placed on a photo or design that obscures the words.

The corporate signature must not be altered. For example, it cannot be shaded; shadowed; screened; used in outline form; or filled with a texture or photo.

Do not use a scanned, recreated, re-proportioned or otherwise modified version of the corporate signature.

Proportions of the corporate signature must remain the same in either reduction or enlargement. They may not be stretched out of proportion in either direction.

The separate elements of the signature may not be used independently or in conjunction with other designs. For example, the Rod of Asclepius logo cannot be used with other letters, making the design element reminiscent of the logo.

Combining the corporate signature with other logos or designs that are not authorized is prohibited.

The corporate signature may not be cropped; it must be used in its entirety.

The corporate signature may not be rotated or tilted, except by special approval on promotional and specialty items.

Questions Regarding Logo Use

When in doubt about which version of the associa-tion logo to use, the default external logo should be selected to ensure that the viewer understands what the logo represents.

The ASPR logo may be used only on ASPR publi-cations, documents and ASPR websites. If ASPR agrees to co-sponsor a program, event, or meet-ing, ASPR will consider giving permission to the other organization(s) for the use of the ASPR logo on material related to the joint event. If permission is granted, it will always be in writing and the logo use must be consistent with ASPR graphic stan-dards and usage requirements.

All other requests to use the ASPR logo will be considered on an individual case basis. Permission must be granted by the current ASPR President or Executive Director in writing and the logo use must be consistent with ASPR graphic standards and us-age requirements.

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Logo Variations

Appropriate use for the organization’s logo is shown below and showcases black and white, re-versed out (white lettering on a dark background), and four color versions.

The logo can never appear in other colors. The primary version is used in most situations. However, when space is an issue the vertical version is ap-proved and is used in some signage and other items where the relationship between the Rod and the let-ters can be shown larger when displayed vertically.

Primary (External)

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Primary (Internal)

Vertical(External)

Vertical(Internal)

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ASPR has developed a special Corporate Contributor logo. Companies that are eligible to use the Corporate Contributor logo may use it on their stationery, business cards, advertisements, websites, as icons representing a link to the ASPR website and as plaques or posters in their buildings. Companies that are eligible to use the Corporate Contributor logo must be current participants in the ASPR Corporate Contributor Program.

Companies that previously qualified to use the Corporate Contributor logo but have not renewed their partipation must immediately cease using the Corporate Contributor logo. If you are uncertain about your eligibility to use a logo, contact ASPR Headquarters (800-830-2777).

The Corporate Contributor logo consists of the official logo with the words “Corporate Contributor” below it. The Corporate Contributor logo may be reproduced in color only if the official ASPR colors (PMS 308 and PMS 583) are used. If the logo is used electronically, it must be a PMS color match. Otherwise the logo may be reproduced in black only. The Corporate Contributor logo may be used by any company meeting the qualifications above in the following media:

•Stationery•Businesscards•PowerPoint,Flash,orsimilar

presentation•Advertising–inprofessional

publications

•BrochuresandotherCompany promotional material

•Websites•Emailsignatures

ASPR Corporate Contributor Logo

C O R P O R A T ECONTRIBUTOR

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Use of the Corporate Contributor logo in any other media (banners, signs, promotional items, etc.) or in any other manner must be approved in writing by ASPR. To be valid, written permission must be on ASPR stationery and signed by ASPR’s Executive Director or President.

The following placement guidelines are recommended:

•TheCorporateContributorlogomaybeplaced/positionedatthe contributor’s discretion.

•TheCorporateContributorlogosizeshouldbesmallerthanthecompany’s own logo, but no larger than 2” and no smaller than 0.75” in height on printed materials.

•Whenusingthelogoonacompany’swebsite,thelogomaybelinkedtotheASPRwebsitehomepage:http://www.aspr.org

The above terms constitute a legal agreement. Use of the Corporate Contributor logo serves as your agreement to use the ASPR logo only when and as described in these ASPR logo Usage Standards and in strict compliance with ASPR Visual Graphic Standards. In the event of a dispute over the use of any logos referenced herein, the judgment of ASPR shall be final.

Association of Staff Physician Recruiters (ASPR)1000 Westgate Drive, Suite 252Saint Paul, MN 55114800-830-2777Fax: 651-290-2266www.aspr.orginfo@aspr.org

ASPR Corporate Contributor Logo

C O R P O R A T ECONTRIBUTOR

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ASPR has developed a special Chapter Member logo. All ASPR Chapters are eligible to use the logo and may use it on stationery, business cards, advertisements, websites, as icons representing a link to the ASPR website and as plaques or posters in their buildings.

The Chapter Member logo consists of the official logo with the words “Chapter Member” below it. The Chapter Member logo may be reproduced in color only if the official ASPR colors (PMS 308 and PMS 583) are used. If the logo is used electronically, it must

be a PMS color match. Otherwise the logo may be reproduced in black only. The Chapter Member logo may be used in the following media:

•Stationery•Businesscards•PowerPoint,

Flash, or similar presentation

•Advertising–inprofessional publications

•Brochuresandother Company promotional material

•Websites•Emailsignatures

ASPR Chapter Member Logo

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PMS 308CMYK:100/5/0/47RGB: 0/104/146HTML: 006892

PMS 7449CMYK:72/100/77/40RGB: 61/28/58HTML: 3D263A

PMS 303CMYK:100/11/0/74RGB: 0/48/69HTML: 003045

PMS Cool Gray 5CMYK:0/0/0/29RGB: 179/179/179HTML: B3B3B3

PMS 1817CMYK:0/90/100/66RGB: 95/48/50HTML: 5F3032

PMS 1605CMYK:0/56/100/30RGB: 165/81/33HTML: A55121

PMS 5757CMYK:27/0/95/55RGB: 107/111/42HTML: 6B6F2A

PMS 583CMYK:23/100/0/17RGB: 170/179/0HTML: AAB300

Color Palette

Primary colors for print and web:

Secondary colors:

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Graphic: PMS 308 and PMS 583Logotype: PMS 308 VAG-RoundedWordmark: PMS 308 Gotham Book

Fonts

VAG-RoundedTypically used for the logotype and publication titles

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*

Gotham BlackTypically used for major headlines

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*

Gotham BoldTypically used for subheadlines and emphasis in body copy

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*

Gotham Bold ItalicTypically used for subheadlines and emphasis in body copy

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*

Gotham BookTypically used for headlines and body copy

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*

Garamond Premier Pro SemiBoldTypically used for subheadlines and emphasis in body copy

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*

Garamond Premier Pro SemiBold ItalicTypically used for subheadlines and emphasis in body copy

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*

Garamond Premier Pro RegularTypically used for subheadlines and body copy

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*

Garamond Premier Pro ItalicTypically used for subheadlines and emphasis in body copy

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*

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Fonts

Examples Type Uses

Headline in Gotham BlackSubhead in Garamond Premier Pro SemiBold

Body copy in Garamond Premier Pro Regular. GaramondTet ip enim iriure er ipisciliquis euis exer adit lore doloreet nim nullupt atuerci lisci-dunt volortissi tatisi.

El etum il ut adit lor si blandia mconsequat.Liquat alis dolor sumsan er augueriurem do-luptat alit lut nos dipsuscidunt am volessed tat.

Os eu feumsan vulla facidunt alit delis ad dolor alisit adit ver adiam ad te dit ad magnisl iurem dit at vel ullan utem adipit volore et digna facip ea facincilit exeraesto delis euguerilla facipiscip essi.

Headline in Gotham BoldSubhead in Garamond Premier Pro SemiBold Italic

Body copy in Gotham Book. Tet ip enim iriure er ipisciliquis euis exer adit lore doloreet nim nullupt atuerci liscidunt volortissi tatisi. El etum il ut adit lor si blandia mconsequat.

Liquat alis dolor sumsan er augueriurem doluptat alit lut nos dipsuscidunt am volessed tat. Os eu feumsan vulla facidunt alit delis ad dolor alisit adit ver adiam ad te dit ad magnisl iurem dit at vel.

For BODY TYPEWhen preparing all routine business communica-tions use Garamond Premier Pro Regular (as a first option). As guidelines, font size should usually be 12pt.with2pt.leading,for12/14).GothamBookisa good second option if the text is not extensive. SEMIBOLD font can be used if certain copyrequires emphasis.

For BOLDFACE BODY COPYUse Garamond Premier Pro Semibold in the same size as rest of text. Use Gotham Bold if you are us-ing Gotham Regular for the body copy.

For ITALIC BODY COPYUse Garamond Premier Pro Italic in same size as rest of text. Use Gotham Book Italic if you are us-ing Gotham Book for the body copy.

FOR HEADLINESUse Gotham Black, Gotham Book, Gotham Bold or VAG-Rounded; make heads larger than the body copy and set the leading 3 point sizes larger than the size of the head. So if the heads are 14 pt. it wouldbe14/17.

FOR SUBHEADSUse Garamond Premier Pro Semibold at least 4 pts larger than the body text and no less than two points smaller than the headline text. Use Gotham Bold if you are using Gotham Regular for the body copy.

If standard fonts are not available, use following as default font:

BODY: Times RomanHEADS/SUBHEADS:Arial

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Logo Usage

Incorrect usage

The previous pages show the various ways that the Association of Staff Physician Recruiters logo and our affiliate logos should be displayed. In order to communicate a consistent message when us-ing these logo marks, the colors, proportions, and fonts should always remain the same. These logos as a whole were created as a graphic, meaning they should not be modified.

A minimum clear space must be maintained around the logo at all times. This is to ensure its visibility and protect its integrity. This clear space require-ment differentiates the logo from all other elements on the page. The clear space should be kept clear from all other graphic elements such as text, images

and graphics. An edge of a page should also fall out-side the clear space. A simple rule for determining the appropriate clear space regardless of logo size is based on a constant measurement, which is equiva-lenttoone-half(1/2ofX)theheightoftheicon.

X=height

1/2ofX 1/2ofX

1/2ofX

Ud ming eu feugiam vulla feummod ea feugait adipis at. Iqui blam vullam volorper ad dit, consequi bla facilit lortie magna feu-giam, quamet, qui tet eu facin hent nulla cor se commy nostion ullutat, sustis num iustrud ex eugue veriure verciduis at, vullaore consequat, cor illa commy nos atue magna feugait

Do not tilt

Do not distort Do not replace fonts Do not add a drop shadow

Do not use grayscale. Only all black Do not wrap text too close Do not rearrange parts of the logo

Do not change colors Do not place in front of images

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Writing Style

We use the Chicago Manual style of writing as the basis for our written communication at the Association of Staff Physician Recruiters. Chicago Style is a system of grammatical and stylistic rules which help to ensure consistent formatting of communication. The style is governed by the Chicago Manual of Style which is published regularly each year. In addition, ASPR has developed some of its own guidelines based on the specific preferences of our members. Following are examples of common ASPR Style rules and their correct usage:

Punctuation

Use commas before “and” in a listCorrect: Red, white, and blue

Incorrect: Red, white and blue

Refrain from using commas before a suffixCorrect: Martin Luther King Jr.

Incorrect: Martin Luther King, Jr.

Possessives

Refrain from using ’s when the word ends with s, even if it is a proper nameCorrect: Francis’

Incorrect: Francis’s

Use of nouns and pronounsASPR/Associationshouldhave“its”asapronoun,recruiters should have “their” as a pronoun.

Formatting

The name of the association should not be in bold, italics, or all capitalsCorrect: the Association of Staff Physician Recruiters

Incorrect: THE ASSOCIATION OF STAFF PHYSICIAN

RECRUITERS

Titles of publications and other worksTitles of books, movies, CDs and video games are placed in italics. Do not underline or bold titles. Names of newspapers and magazines are not placed in quotations.

Capitalization

Refrain from capitalizing titles following a nameCorrect: Barack Obama, president of the United States

Incorrect: Barack Obama, President of the United States

Do capitalize titles when they precede a nameCorrect: President Barack Obama

Incorrect: president Barack Obama

Refrain from capitalizing the word ‘earth’ when not referring to the planetCorrect: That guy is down to earth

Incorrect: That guy is down to Earth

Capitalize the award but not the categoryCorrect: She won the Academy Award for best actress

Incorrect: She won the academy award for Best Actress

Always capitalize Democrat and Republican

Always capitalize CD, DVD, TV, and OK

Always capitalize Corporate Contributor when used together

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Writing Style

Times and Dates

Always list time with a.m. or p.m. with a space after the number and without zerosCorrect: 5 p.m.

Incorrect: 5 or 5:00 pm

Always abbreviate the longer months in dates within the body of textCorrect: Sept. 4

Incorrect: September 4

The full month may be used in a headline or subhead as part of a promotional message for an event.

Refrain from abbreviating the month when referring to the month as a wholeCorrect: The month of September is especially trying

Incorrect: The month of Sept. is especially trying.

Refrain from using the year when the date is in the current yearCorrect: Sept. 4

Incorrect: Sept. 4, 2010

Use B.C. and A.D. rather than B.C.E. or C.E.

Numbers

Spell out numbers under 10 and use the numeral for 10 and aboveCorrect: Four, 11

Incorrect: 4, eleven

Numeric Placing: Spell out first through ninth for order in time or locationCorrect: First floor

Incorrect: 1st floor

Starting with 10th use figuresCorrect: 10th place

Incorrect: Tenth place

Write out numbers that begin a sentenceUnless the number is very large or complex.

Spell out the word percentage instead of using the symbolException: In an article that makes heavy use of comparative data, use the % symbol.

Hyphenate dimensions that precede a nounCorrect: The six-foot man

He was six feet tall

Incorrect: The six foot man

He was six-feet tall

Online Terminology

References to ‘Web sites’Correct: Web site

Incorrect: Website, Web Site, or website

Always capitalize ‘Internet’

References to “e-mail”Correct: e-mail

Incorrect: email or E-mail

People

Mention a person’s first and last name and title on the first reference. On each subsequent reference, use just the last name

References to patientsCorrect: inpatient and outpatient

Incorrect: in-patient or out-patient

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Writing Style

Places

Use the two letter postal abbreviation when referencing any state if it is preceded by the city.Correct: The conference was in Minneapolis, MN.

Incorrect: The doctor flew to MN for a visit.

To abbreviate the United StatesCorrect: USIncorrect: U.S.

The Association of Staff Physician Recruiters Rules

Organization Name:Always spell out the Association of Staff Physician Recruiters on first reference. May be referenced as ASPR in second and subsequent references. May also be referred to as the assoiation after the first reference.

President and CEO ReferenceBrett Walker, FASPR, presidentIn external written references include ASPR (Brett Walker, FASPR, ASPR president).

Physician CredentialsUse MD credentials (no periods) for first reference and Dr. after that. Example: Dan Jones, MD, performed the surgery. Dr. Jones says the patient is doing well.

HealthcareHealthcare is used as one word in all instances.

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All general communications that are to be sent via USPS, FedEx, UPS or e-mail attachment, should be sent using the official ASPR letterhead and business envelope.

Examples:

Business Card

#10 Envelope

Letterhead

Front

Front

Back

1000 Westgate Drive, Suite 252, Saint Paul, Minnesota 551141.800.830.ASPR (2777) • www.aspr.org

Opportunity is just the beginning.

Association of StaffPhysician Recruiters

1000 Westgate Drive, Suite 252Saint Paul, Minnesota 55114 • 1.800.830.ASPR (2777)www.aspr.org

InSeRt nAMe HeReASPR Titlep: 651.555.1234e: email@aspr.org

ASPR: The leading networkof in-house physician recruiters.

Opportunity is just the beginning.

1000 Westgate Drive, Suite 252St. Paul, MN 55114

ADDRESS SERVICE REQUESTED

Opportunity is just the beginning.

Back

General Communications

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Part of The Association of Staff Physician Recruiters branding is the use of three separate design items: clouds; grass; and a herringbone that can be either ASPR green (PMS 583), ASPR blue (PMS 308), or a combination of the two.

Use of these elements is strictly for ASPR communications and are not to be distributed to or used by any ASPR affiliates, vendors, sponsors, exhibitors, or Corporate Contributors. They are to be used only when ASPR is utilizing them for communication.

Clouds can be used as an embellishment for an ASPR piece. The use of clouds is restricted to pictures of clouds taken on a partly cloudy day. Night photos of clouds or clouds showing inclement weather are not to be used.

The herringbone can be used as a backgound element or as an embellishment. Nothing should ever be placed on top of the herringbone elements. Use of the herringbone is limited to square or rectangular segments and should never be more than 0.25 inches tall when used horizontally and never more than 0.25 inches wide when used vertically.

One color of the herringbone can be combined or used with the other, however, no combination should ever be wider than 0.5 inches.

Grass can be used as an embellishment for an ASPR piece. The use of grass is restricted to pictures of green grass that is neatly trimmed. Photos of grass that is not green or is unkept are not to be used.

Acceptable Acceptable

Green Herringbone

Combined Herringbone

Blue Herringbone

Unacceptable Unacceptable

Design Items

Clouds

Herringbone

Grass

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Association of Staff Physician Recruiters (ASPR)

ASPR International Headquarters1000 Westgate Drive, Suite 252St. Paul, MN 55114 USATel: 800-830-2777 (ASPR) Fax: 651-290-2266

Questions concerning ASPR standards?

Call ASPR Headquarters: 800-830-2777