Section 3 3 the st vincent’s brand - SVHA

the st vincent’s brand

3Section 3

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SVHA Style Guidelines 29

33.1 Brand framework3.1.1 brand narrative

Inspired to Care: our focus on delivering exceptional, compassionate care.

Inspired to Serve: our commitment to playing our part in the overall mission of St Vincent’s Health Australia.

Inspired to Lead: an ongoing call to lead others and ourselves in service to our mission, vision, values, creed and strategy.

Inspired to Shine: an unswerving intent to play our part in creating a safe, respectful, values based work environment for all.

Our brand is a commitment, a promise we make to ourselves, and each other.

A promise about the standards we uphold in how we do business and how we relate to each other.

It presents the ‘Why’ behind the ‘What’ – a succinct distillation of the purpose behind everything we do.

This purpose is drawn from our Values, our Mission to care for the poor and vulnerable and our Creed that upholds the dignity of each and every person. All these elements find their foundation in the scripture ‘the love of Christ inspires us’.

It is this ‘inspiration’ that drove the Sisters all those years ago to endure a hazardous journey across thousands of miles of ocean to venture to

an unknown land called Australia. It is this same inspiration that drives us all today in everything we do – from serving meals and cleaning rooms, pioneering cutting edge research and leading the highest standards in surgical procedures. This inspiration is focused through our organisation-wide strategy ‘enVision2025’ to achieve our strategic goals and desired future.

Inspiration sits at the very heart of our brand.

‘Inspired by You’ is how we express that as our brand promise.

It is an acknowledgement that the source of our inspiration is the people around us, each incredibly valuable and worthy of our utmost care and respect.

‘Inspired by You’ is the primary external message related to the St Vincent’s brand. It is to be used in all external marketing communications. It is only to be used as per the approved logotype provided in these guidelines. And it cannot impede on the clear space requirements of the SVHA logo.

It is important to note that ‘Inspired by You’ is not a replacement to the ‘Serving, Seeing, Striving’ narrative. That messaging is the way we communicate the strategic direction by which we set out in our strategy ‘enVision2025’. All communications related to ‘enVision2025’ should continue to use the ‘Serving, Seeing, Striving’ set of messages.

Internally our brand is focused around four key people initiatives – Care, Leadership, Mission and a work place free of bullying and discrimination (the Ethos Program). The framework we use to express these initiatives is also part of our overall brand, drawn from the same sense of inspiration, but focused on specific activities. They are expressed as below.

See the following pages for further detail on internal and external brand and page 45 for the brand messaging reference guide.

SVHA Style Guidelines Understanding the St Vincent’s Brand30

3Brand foundation:

‘Inspiration’

(latin root: inspiritus – breathing life into…)

Mission base:

‘The love of Christ inspires us’

3.1 Brand framework3.1.2 brand architecture

Inspired to Care

Person Centred Care Focus

Inspired to Shine

Ethos Program

Inspired to Lead

Leadership

envision2025

internal audiencesexternal audiences

mission/values

Our purpose

Strategic direction

Brand promise

Narrative that inform

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Inspired to ServeMission

SVHA Style Guidelines 31Understanding the St Vincent’s Brand

3‘Inspired by You’ is the external expression of SVHA’s brand promise. This is used in external marketing and communications as SVHA’s expression of the Brand Foundation – ‘Inspiration’

SVHA people initiatives will enable this brand promise to become a reality, therefore internal communications for these Group-wide organisational development initiatives will be the framework of ‘Inspired to...’

• Person Centred Care Strategy: “Inspired to Care”

• Mission Initiatives: “Inspired to Serve”

• Leadership Initiatives: “Inspired to Lead”

• Ethos Program: “Inspired to Shine”

3.1 Brand framework3.1.3 Brand Promise

EXTERNAL internal


3Who we are:

Caring Compassionate Positive Inspired Person focused Genuine and friendly Dedicated to excellence Respectful Responsible Faithful Highly experienced Forward looking – pioneering Open and honest Humble Quietly confident

Who we are not:

Brash Cold Conservative Closed Complicated Jargonistic Uncaring Bureaucratic Defensive

3.1 Brand framework3.1.4 key messaging and tone of voice

Tone of voiceWhen we talk as a brand we are genuine, positive, credible and clear. Our actions are in accordance with, and in support of, our words — we only say what we mean. We are caring and people focused but always hold ourselves to the highest standards of clinical care and professionalism.

We keep our messaging direct, simple and to the point but we always talk with warmth, compassion and understanding.

We have a powerful and compelling heritage that defines our deeply held mission and values but we maintain a firm future focus, looking always to learn,

grow and better deliver on our commitment to care.

We champion the needs of the poor and vulnerable but are driven more by action than rhetoric.


33.2 External brand3.2.1 ‘inspired by you’ logotype

The external brand message ‘Inspired by You’ has been crafted into the below logotypes.

For ease of use, four arrangement versions have been designed.

The preferred logotypes are below but if a change to this is required there are guidelines for this on the following page.

The 'Inspired by You' brand logotype must never be retyped and the EPS file must be used.

All logotypes are available in SVHA Blue and Mono Reverse (white) as shown below.

Please contact SVHA Group Internal Communications for a full set of EPS files.

Version 1 Version 2 Version 3 Version 4

MONO REVERSE: SVHA BLUE MONO REVERSE: SVHA BLUE MONO REVERSE: SVHA BLUE MONO REVERSE: SVHA BLUE


3

X

X

8 X

X2 X

X

CLEAR SPACE BETWEEN WORDS HEIGHT RELATIONCLEAR SPACE AROUND LOGOTYPES

3.2 External brand3.2.1 ‘inspired by you’ logotype

Clear space around logotypesIn order to protect the brand, an area of clear space has been determined for use around these logotypes.

The measurement for the clear space is taken from the ‘X’ value, which is the height of the ‘n’ in the word ‘Inspired’.

2 X = Clear space.

Clear space between wordsTo allow for flexibility in design, clear space has been determined for use in the instance the words need to be rearranged.


If changing the position of words the X value must remain between the words.

The words descenders are excluded from this rule but cannot touch the other word.

Height relationThe ‘You’ must always appear larger than the words ‘Inspired by’.

The ‘Y’ in ‘You’ must be set approximately 8 times the X height. The measurement for the ‘X’ value is the height of the ‘n’ in the word ‘Inspired’.


33.2 External brand3.2.2 ‘inspired by you’ logotype application examples

The below application examples are indicative only of the representation of the Logotypes on SVHA image examples.

SVHA News

SVHA NEWS EMAIL HEADER

FACILITY WEBSITELOGOTYPE PLACEMENT EXAMPLES


33.3 Internal brand3.3.1 ‘inspired to…’ logotype

MONO REVERSE: SVHA BLUE MONO REVERSE: SVHA BLUE MONO REVERSE: SVHA BLUE MONO REVERSE: SVHA BLUE

The internal brand messages ‘Inspired to Care, Serve, Lead and Shine’ have each been crafted into the below logotypes.

The preferred arrangement is below but if a change of arrangement is required there are guidelines for this on the following page.

It is acceptable for the words ‘Inspired to’ to be retyped but must be set in Neutra Text TF Book. Under all circumstances the script words, Care, Serve, Lead and Shine must never be retyped and the EPS file must be used.

All logotypes are available in SVHA Blue and Mono Reverse (white) as shown below.



3Y

X

1/2 Y1/4 X

X

1/2 X 1

2.5 X

X

8°

CLEAR SPACE BETWEEN WORDSCLEAR SPACE AROUND LOGOTYPE

HEIGHT RELATION WORD ANGLE

3.3 Internal brand3.3.1 ‘inspired to…’ logotype

Clear space around logotypesIn order to protect the brand, an area of clear space has been determined for use around these logotypes.


1 1/2 X = Clear space.

Clear space between wordsTo allow for flexibility in design, clear space has been determined for use in the instance the words need to be rearranged.

The measurement for the clear space is taken from two values, the ‘X’ value, which is the height of the ‘n’ in ‘Inspired’ and the ‘Y’ value, which is the height of the ‘d’ in the word ‘Inspired’.

If changing position of the script word, 1/2 of the Y height must remain between the baseline of ‘Inspired to’ and the top of the lowercase characters such as ‘a’ in the example below. If a title case or the ascender of a lowercase character enters this space it is ok as long as 1/4 of the X height remains.

Height relationThe script word must always appear larger than the words ‘Inspired to’.

Either the lowercase ‘e’ or ‘o’ of the script word must be set approximately 2.5 times the X height. The measurement for the ‘X’ value is the height of the ‘n’ in the word ‘Inspired’.

Word angleThe script word must always remain at the same angle as the logotypes. This angle is set to 8 degrees.


33.3 Internal brand3.3.2 ‘inspired to…’ logotype application examples

The below application examples are indicative only of the representation of the Logotypes on SVHA image examples.


33.4 enVision20253.4.1 'serving, seeing, striving for something greater'

This strategy is reflected through communications using the below brand approach.

The Serving, Seeing, Striving for something greater logotypes (next page) should only be used in conjunction

ENVISION2025 LOGO

enVision2025: is the roadmap for how St Vincent’s will deliver on our mission to bring God’s love to those in need through the healing ministry of Jesus.

This strategy identifies priorities for the next 10 years across the broader Group and in the

four key areas of the Public Division, Private Division, Aged Care Division and Research.

Through enVision2025 SVHA work together in three key areas below:

Serving something greater

• Remaining focused on our mission to the poor and vulnerable.

Seeing something greater

• Growing our presence and capabilities to deliver on our mission.

Striving for something greater

• Continually pursuing excellence, settling for nothing less than the best we can possibly be.

with enVision2025 logotypes or where enVision2025 is referenced in the copy of the communication.

MONO REVERSE: SVHA BLUE


33.4 enVision20253.4.2 'serving, seeing, striving for something greater' logotypes

REVERSE: SVHA BLUE COLOUR REVERSE: 50% SVHA GREYMONO REVERSE: SVHA BLUE

FULL COLOUR HORIZONTAL FULL COLOUR HORIZONTAL

FULL COLOUR VERTICAL

FULL COLOUR VERTICAL

‘Serving, Seeing, Striving for something greater’ has been crafted into the below logotypes for different uses as shown in the examples on the following pages.

All logotypes are available in full colour, reverse and mono reverse as shown below.

These logotypes must not be recreated or rearranged.



3X

1/2 X

3.4 enVision20253.4.2 'serving, seeing, striving for something greater' logotypes

Clear space around logosIn order to protect the brand, an area of clear space has been determined for use around these logotypes.

ENVISION2025 LOGO

The measurement for the clear space is taken from the ‘X’ value, which is the height of the ‘n’.

1/2 X = Clear space.

SERVING, SEEING, STRIVING FOR SOMETHING GREATER LOGOTYPES

The measurement for the clear space is taken from the ‘X’ value, which is the height of the ‘s’ in the word ‘something’.

X = Clear space.

X

X

X

X

X

X

X

X


3

We bring God’s love to those in need through the healing ministry of Jesus.

3.4 enVision20253.4.3 'serving, seeing, striving for something greater' logotypes application examples

SVHA 2016Employee Engagement Survey

It’s here! Have your say in just 15 minutes10 - 22 May 2016

The Serving, Seeing, Striving logotypes can appear in isolation or as one message, but should be used in conjunction with enVision2025 logotypes or where enVision2025 is referenced in the copy. These are to be used for internal communications only and in communicating messages related to the enVision2025 Strategy roadmap.

EMPLOYEE ENGAGEMENT SURVEY EMAIL HEADER

EMPLOYEE ENGAGEMENT SURVEY POSTERSVHA NEWS EMAIL HEADER

SVHA 2016 Employee Engagement Survey

X

A.

SERVING, SEEING, STRIVING FOR SOMETHING GREATER LOGO

As shown in example 'A' below, it is okay for the Facet to encroach on the outer clear space, however the distance of the 'X' value must remain from the closest letter.


33.4 enVision20253.4.3 'serving, seeing, striving for something greater' logotypes application examples

REPORT COVER ENVISION2025 PULL UP BANNERS

Compassion

Justice

Integrity

Excellence

The Serving, Seeing, Striving logotypes can appear in isolation or as one message, but should be used in conjunction with enVision2025 logotypes or where enVision2025

is referenced in the copy. These are to be used for internal communications only and in communicating messages related to the enVision2025 Strategy roadmap.


3

The enVision2025 logo and ‘Serving, Seeing, Striving for something greater’ logotype are only used for Group or Divisional or Facility communications internally or for stakeholders where the communication specifically is in reference to the Strategy roadmap (as available on SVHA Intranet).

Any strategy marketing materials must use the enVision2025 logo.

Will the item be visible on external applications?

external use internal use

yes

‘Inspired by You’ is the primary external message related to the St Vincent’s brand. It is to be used in all external marketing communications, either as the primary message or as a support to other marketing communications.

It may also be used for internal applications where beneficial.

SVHA people initiatives will enable this brand promise to become a reality, therefore internal communications for these approved Group-wide initiatives will use the framework of ‘Inspired to...’. Each of the 'Inspired to...' logotypes can be used as a standalone to assist in the communication of the Program to which is related. It does not need to be used in conjunction with Inspired by You, enVision2025 or Serving, Seeing, Striving logotypes but can as and when appropriate.

3.5 Brand messaging reference guide

The below flowchart has been created to assist Marketing and Communications teams in communication of the Brand Framework specifically internal and external executions.

no


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Section 3 3 the st vincent’s brand - SVHA