Identity Manual - … 10, 2017 · most visible element of the overall brand, is the corporate identity or logo of ... Branding Manual. Branding Manual Contents. DeKalb Medical Identity

Identity Manual

REV. 08.10.17

IIDeKalb Medical Identity Guide

The “brand” of DeKalb Medical is the sum of all the experiences and touch points our various constituencies have when dealing with our organization. The most visible element of the overall brand, is the corporate identity or logo of DeKalb Medical.

The logo serves as a reminder of the quality care and professionalism we provide to our patients, community, vendors, physicians and each other. A consistent, professional identity reassures all who see it, whether on a sign,a brochure, a building or a T-shirt, of our commitment to provide the highest quality healthcare possible. Certain standards and usage guidelines mustbe used to ensure the integrity of the logo is preserved in all the different applications.

This guide details the standards that are in place to protect our brand and to ensure consistency and quality in all uses. These standards are to be used in all applications involving the logo or the name “DeKalb Medical.” Guidelines for written references also are included. Approved logos and various forms and templates can be downloaded from the DeKalb Medical intranet by clicking on “Marketing and Communications” and then choosing “Forms & Templates” then choosing “Graphic Standards and Templates” from the list of choices.

If you have any special circumstances or situations that do not fall within these standards or if you have questions, contact the Marketing department email at [email protected].

Style Guide Overview

IIIDeKalb Medical Identity Guide

Mission, Vision and Values

Mission

At DeKalb Medical, our mission is to earn our community’s trust every day, through our uncompromising commitment to quality.

Vision

In partnership with the best physicians, employees and volunteers, DeKalb Medical will be the healthcare provider of choice by delivering a superior patient experience every time.

As DeKalb Medical employees, we embody the values of IREACH:

Integrity: I am honest, ethical, trustworthy and committed.

Respect: I acknowledge and appreciate diversity and show my resepct for all.

Excellence: I deliver high-quality care with great service, taking pride in all I do.

Accountability: I hold myself responsible for achieving the goals that have been defined and measured, and I take responsibility for my actions.

Compassion: I remember that those who come to us for help need us to care about them as much as we would our own families.

Helping Hands: I am part of a team. We work together, helping each other when we see a need, not just when we are asked to help.

IREACH

IVDeKalb Medical Identity Guide

Our Competitive Position

After an extensive positioning exercise that included receiving input and feedback from staff, physicians, community members and patients, our market position became evident. We found that one of the key differences that sets DeKalb Medical apart from other Metro Atlanta healthcare organizations is our approach to “relational and navigated care.” This new position can be summed up in two simple words: With You.

“With You” speaks to the way we walk with our community throughout their lives, providing high quality healthcare before, during and after treatment at our hospitals and physician practices. It also expresses our commitment to each other as providers — sharing information and offering best practices throughout all areas of healthcare for the benefit of our patients and their families. “With You” is about being present, in the moment, and sharing the same beliefs, hopes and dreams as our patients.

Our Promise to Patients

We promise to walk with you throughout your healthcare journey, remembering that what’s routine to us, isn’t routine to you. This means we will take the time to explain treatment options, clarify complex billing and insurance issues, and coordinate appointments to make your life easier.

Every single person on our team will work together tirelessly, to provide the care you need, where and when you need it.

We are DeKalb Medical. With You all the way.™

Branding Statement

CONTENTS

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Primary Logos

Alternate Logos

Logo Isolation

Primary Horizontal Logos

Primary Vertical Logos

Alternate Vertical Logos

Logo and Tagline

Service Line and Employed Physician Logos

Colors

Brackets

Sample Ads

Correct Color Usage

Incorrect Logo Usage

Letterhead

Fax Cover Sheet

PowerPoint Templates

Vehicles

DeKalb Medical Branding Manual

Branding Manual Contents

1DeKalb Medical Identity Guide

The DeKalb Medical identity is made up of four elements- the logotype, the icon, the divider rule and the locator name. The relationship between all of these elements is fixed and are not to be altered.

The logo (logotype and icon) may appear as the “primary logo;” however, none of these elements may be used on its own. The logo should be placed where it will have the most emphasis and follow the required minimum clear space guidelines (see page 3).

The minimum size for reproduction of the logo is as shown. The logotype and icon should not be used smaller than 1.25” wide.

There are two versions of the DeKalb Medical logo. These versions include the cross symbol with the words “DeKalb Medical” appearing (1) to the right of the symbol, or (2) centered below the symbol. The art and typography together make up the logo and should appear as a single unmanipulated unit.

Primary Logos

ICON ICONLOGOTYPE LOGOTYPE

TRADEMARKTRADEMARK

Primary Horizontal Trademark

Primary Horizontal Logo with Locator

Primary Vertical Trademark

Note:

The icon and logotype are visually centered around a horizontal axis.

1

2

ICON

LOGOTYPE

TRADEMARK

at Downtown Decatur

3


There is one alternate version of the DeKalb Medical logo. It should be used when the two primary logos (page 1) do not fit the application. This version includes the cross symbol with the words “DeKalb Medical” appearing centered below the symbol. The art and typography should appear as a single unmanipulated unit and should never be split apart.

Alternate Logo

LOGOTYPE

ICONTRADEMARK

Alternate Trademark


Logo Isolation

To prevent a cluttered look, maintain a protected or staging area around the logo equal to the height of the “D” in “DeKalb.” No graphic element — type, rule or art — should be allowed within this area.


1

2

3

4

5

6

7

Primary Horizontal Logos

There are seven approved logos for DeKalb Medical representing the major entities that comprise the DeKalb Regional Health System. They include the overall brand of (1) DeKalb Medical, (2) DeKalb Medical With You all the way, (3) DeKalb Medical North Decatur, (4) DeKalb Medical Hillandale, (5) DeKalb Medical Long Term Acute Care at Downtown Decatur, (6) DeKalb Medical Foundation. The word “at” is dropped in the graphic logo but is used in any written document (i.e., press releases, website, brochures). See page 23 of the Written References section. (7) DeKalb Medical Physicians Group (DMPG).

The Primary logos (1, 2) should be used for all systemwide applications and for references to the central campus on North Decatur Road.

The logo with a locator (3-5) should be used when:

• Referring to a specific campus

• Promoting a program, service or event that is only offered at one campus

The logo with the Foundation reference/locator should only be used by the Foundation.

The DeKalb Medical Physicians Group logo is addressed on pp. 8-9.


Primary Vertical Logos

The primary vertical logos (see page 1) should be used for all systemwide applications. There are also some approved with locators for the vertical format of the logos. They include (1) DeKalb Medical (2) DeKalb Medical, With You all the way, (3) DeKalb Medical North Decatur, (4) DeKalb Medical Hillandale, (5) DeKalb Medical Long Term Acute Care at Downtown Decatur and (6) DeKalb Medical Foundation. The logo for the Foundation should only be used by the Foundation. (7) DeKalb Medical Physicians Group. The locators should be used when referring to a specific campus.

5

at Downtown DecaturLong Term Acute Care

4

Hillandale

6

Foundation

3

North Decatur

1

2 7


Alternate Vertical Logos

The primary vertical logos (see page 1) should be used for all systemwide applications. There are also some approved with locators for the vertical format of the logos. They include (1) DeKalb Medical (2) DeKalb Medical, With You all the way, (3) DeKalb Medical North Decatur, (4) DeKalb Medical Hillandale, (5) DeKalb Medical Long Term Acute Care at Downtown Decatur and (6) DeKalb Medical Foundation. The logo for the Foundation should only be used by the Foundation. The locators should be used when referring to a specific campus.

1 2

3

North Decatur

4

Hillandale

5

at Downtown DecaturLong Term Acute Care

6

Foundation


Logo and Tagline

Logo with Tagline

The “With you all the way™” tagline is trademarked, and should appear this way when it is placed directly underneath the logo. Note the bold font for “With you” that reminds us that our focus is on the patient.

The tagline does not need to be placed under the logo when used along with other facilities belonging to DeKalb Medical as long as it is placed somewhere on the page with the promotional material.

The tagline should always be sized proportionally as shown in the sample to the right.

Tagline

The tagline is set in the font, Calibri Italic. The words, “With You” are set in Calibri Bold Italic.

The tagline should always be sized proportionally as shown in the sample above – The “W”lining up with the right stroke of the lowercase “a” and the “y” flush right with the “l” at the end of the logo. The TM should hang outside that margin.

Never compress, show at an angle, stretch or otherwise distort the logo OR the tagline.

The tagline should print PMS 193 Red whenever possible. Use black or white if legibility restricts printing it in red.

For clarification on where to use, call Marketing.


Service Line and Employed Physician Logos

These are for designated service lines only and should NOT be extended to create individual department logos (i.e., DeKalb Medical Respiratory Care), unless approved by the Marketing Department.

Use of a service line name within the context of the logo is not always the best solution for promotion. For example, it may be desirable in a brochure format for the header to simply be Sleep Disorders Center with the DeKalb Medical logo in a secondary position. Consult with the Marketing Department to determine best use.

1 2


Colors

Primary Color Palette

Primary color palette consists of PMS 193 C (see color breaks below) and solid Black. All text should be black or knocked out white, with the exception of the tagline, which should be red or knocked out, for maximum legibility.

PMS 193 C

C 16 M 100Y 77K 5

R 197G 32B 62

#c5203e

DARK RED

PMS 1655 C

C 0M 0Y 0K 100

R 0G 0B 0

#000000

BLACK


Colors

Secondary Color Palette

Secondary color palette consists of PMS 7527 Beige and PMS Cool Gray 3. These two colors are neutral and can be used to liven up a layout or add depth, however, they should be used sparingly, at designer discretion.

PMS 7527

C 15M 13Y 21 K 0

R 215G 209B 196

#d7d1c4

LIGHT BEIGE

PMS Cool Gray 3

C 21M 17Y 17K 0

R 201G 200B 199

#c9c8c7

COOL GRAY


Brackets

Our Marketing Approach

The digital and traditional advertising we create is based on stating a position that shows our understanding of our prospective patients’ thinking.

It will usually be presented as a question, and the answer will appear in brackets surrounding it, like this: [ We’re with you. ]

These brackets have been created from the outer edges of the DeKalb Medical icon.

The brackets may be placed strategically on the photo where contact between two people is highlighted, and the words “We’re with you.” will overprint in PMS 193 Red (or process build C16 M100 Y77 K5); or knock out in white from the photo or background behind them.

The brackets can also surround a full block of body copy text that follows the subhead “We’re with you.” Note that if body copy is used in the block between the brackets, the background is white and slightly opaque to increase legibility (see ad example on the following pages).

The brackets may be resized proportionally with text if spacing requires. However, they should never be placed closer than to form a square with their corners.

The brackets can be spaced further apart to accommodate text, but never closer than to form a square with it’s corners.

YES

NO


Sample Ads

Photography

Use clean, bright images, primarily cropped very tight to place the viewer “in” the image. Ensure there is emotion portrayed if faces are shown. When taking portraits, keep the poses natural, as though the subject has been captured in the moment. When shooting medical professionals, portray an active moment, as though documenting the subject at work and not overly posed. Most images show Full Bleed, however it is acceptable to crop image an to allow for maximum impact and readability of text.

Is somebody excited about a little brother?

When it’s time for you to choose a hospital for your next “little addition,” consider DeKalb Medical.

As one of Atlanta’s leaders for Vaginal Births After Cesarean (VBAC), the maternity team of doctors, nurses, midwives and

doulas will do all we can to give you the experience every mother should have — your own. Following guidelines

for safety, we include you in every decision.

Visit YourNextPregnancy.com, or DeKalbMedical.org to learn about the wonderful options available to you.

We’re With You.

DESIGNATED BABY FRIENDLYHOSPITAL byBaby-Friendly USA

Sometimes life gets away from us, and before we know it, we’ve got a bigger problem than we know what to do with. The surgical weight loss team at

DeKalb Medical will stand with you to help you make decisions that are right for your body, your health, and your life. Visit DeKalbMedical.org/WeightLoss

to learn more about this growing practice today.

We’re With You.

Tired of not fitting in?


Sample Ads

If you think tinier babies need their mommies

even more...


At DeKalb Medical, the Mother-Baby connection is the most important one of all. Baby-Friendly USA awarded us Atlanta’s first “Baby Friendly Hospital” designation, because we do everything we can to keep

your baby with YOU. Even if she needs a little help from our Level 3 Neonatal Intensive Care Unit.

We’re With You.You’ve been dreaming of having a baby since you were little. We think you should have a say in how it happens. While some hospitals seem focused on getting you in an out, we believe every birth should be cherished. Nobody should feel rushed. Our doctors and nurses work with doulas and midwives to make your delivery uniquely yours. In fact, we were designated Atlanta’s first “Baby Friendly Hospital” for our dedication to breast feeding, and keeping Mom and Baby together.

Think childbirth should be one birth at a time,

…instead of assembly line?

We’re With You.



Questions

Questions?

After going through this document, if you have a question regarding a layout of marketing materials, please email [email protected].


Correct Color Usage

The logo may be reversed out of a photo or dark-colored background in special situations. On black, use a red cross and white type. Use the images below as guides, but Marketing must approve.

In special cases, the icon can be used as a graphic element separate from, but not replacing, the logo. This variation is reserved for times when print colors are limited and the use of the element adds to the distinction of the publication. If you have questions about these special situations, please email [email protected] for assistance.

The logo maybe reversed outof a photo ordark-coloredbackground inspecial situations.

On black, usea red cross andwhite type or anall-white option.

When the icon is used by itself as a graphic element, it should be closely related to the background color at all times. If printed on a white background, the screen should be 15 percent or lighter. When using a dark solid background, use a screen of the same color, no lighter than 85 percent (see above).


Incorrect Logo Usage

The established guidelines preserve the integrity and value of the logo. Here are some examples of incorrect usage.

DO NOT include the logo within a sentence or tagline.

DO NOT distort the logo.

DO NOT attempt to typeset or replace the original logo within an unofficial version.


DO NOT add a drop shadow to the logo.


DeKalb Medical Identity Guide 17

Incorrect Logo Usage (cont.)

The established guidelines preserve the integrity and value of the logo. Here are some examples of incorrect usage.

DO NOT rearrange or alter the colors.

DO NOT use the black font color on a dark color background.

DO NOT rearrange or alter the colors.

DO NOT place the trademark on a textured background.

DO NOT use the trademark at an angle.

DO NOT enclose the nameplate within a shape or restrictive box.


Letterhead

Departments and product lines may not create their own letterhead.

Letterhead must use the primary colors. Letterhead, business cards and envelopes are available as stock items and can be purchased through the Materials Management Department. In ordering letterhead, use the template that reflects the campus service line and/or locator on which the individual (or department) does the majority of his or her work. The person signing the letter may choose to specify his or her title and department in the signature.

1 2 3

4

wwww

w.w.

dede

kaka

lbmelbme

didi

caca

l.l.

oror

gg

Rehabilitation Servicesww w.dekalbmedical.org

Rehabilitation Services

at Downtown Decatur

450 North Candler StreetDecatu r, GA 30030

Phone: 404.501.1000ww w.dekalbmedical.org

at Downtown Decatur

Hillandale

Hillandale

Foundation

Foundation

5


Fax Cover Sheet

All departments must use the approved DeKalb Medical facsimile cover sheet when conducting hospital business. There are five versions to reflect the location where the majority of the department’s work is done. Departments may not create their own fax cover sheet. The approved cover sheets can be downloaded from the DeKalb Medical intranet – Under “Department Website”, go to “Marketing”. click on “Department Documents”.

1

5

www.dekalbmedical.org

Physicians


4


North Decatur

2

Hillandale

2801 DeKalb Medical Parkway • Lithonia, GA 30058 • Phone: 404.501.8000 • www.dekalbmedical.org

3

at Downtown Decatur

450 N. Candler Street • Decatur, Georgia 30030 • Phone: 404.501.6260 • www.dekalbmedical.org


PowerPoint Templates: System and North Decatur

There are three approved DeKalb Medical System PowerPoint templates (North Decatur, Hillandale and LTAC). They may not be altered.

1 2 3

System and North Decatur PowerPoint Template 1 System and North Decatur PowerPoint Template 2 System and North Decatur PowerPoint Template 3


Vehicles

The logo should be placed on the front doors of any vehicle on both sides. If there is ample room on the rear of the vehicle, the logo should be placed where there is a clear area. Logos should not cross over any seams of doors, windows, hoods or trunks, as this interferes with legibility. Since visibility is limited from the ground, no logo should be placed on the hood, roof or trunk of any vehicle.