Identity and brand guidelines
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1 Compiled by FortuneWest I Version 1.4 I March 2016
2 Identity and Brand Guidelines - an introduction Our identity is what we look like - our logo and supporting graphics. Our brand represents a promise of quality - this is who we are. The Thames Hospice identity is created using a number of key elements which include the logo, strapline, mission, vision and values and a carefully chosen palette of colours. It is the way that these elements are used together which forms the recognisable Thames Hospice brand. This interim document details the key elements which are currently available, and how they should be used. Note that the guidelines will be updated periodically as the branding develops. Please ensure you are referring to the latest version. Should you have any queries regarding the Thames Hospice corporate identity usage, please contact the design team at FortuneWest on These guidelines and the logos, fonts and images noted in the document are available online at the Thames Hospice online resource centre.
3 Thames Hospice - Strapline, mission and vision Thames Hospice vision statement This is what we strive to achieve... Quality of life, to the end of life, for everyone Thames Hospice mission statement Primarily an internal statement for employees and volunteers - however the statement is also at the heart of Thames Hospice and relevant for patients, friends, supporters and partners. it s so important that we all share the same simple and vitally important goals To provide and support the best palliative and end of life care to our community, giving dignity and comfort to those facing life limiting illnesses Thames Hospice strapline This is what we strive to achieve... Quality of life, to the end of life Thames Hospice - additional support copy Patient and family services Expert care, everyday kindness Retail Where shopping helps local people
4 Thames Hospice - values (and descriptions) Thames Hospice values This is who we are and the essence of our culture. Defined in seven words, described in seven sentences and distilled in seven phrases. This is who we are, the essence of our culture and inspiration for our behaviour. Our objective is to be true to these values and also to use the literal messages actively in Thames Hospice communications. No matter what people tell you, words and ideas can change the world Robin Williams Compassion We treat everyone with kindness and compassion to provide a secure and caring environment Compassion for others in a safe, caring environment Excellence We are committed to delivering and demonstrating excellence and quality in everything we do To aim for excellence in everything we do Collaboration We recognise the best quality of care is achieved when we work as a team, leveraging the skills and experience of individuals as well as our healthcare and community partners Achieving more by working together Integrity We always act with integrity and strive to demonstrate the highest ethical standards of behaviour or We undertake to be open, honest and accountable in our relationships with everyone we serve and work with Respect We believe in treating everyone with dignity and respect Respect for everyone s dignity Ambition Our desire and determination to succeed enables us to support the needs of our local community The desire and determination to serve our community Commitment We are dedicated to providing the best palliative and end of life care to all who need us now and in the future Dedicated to providing the best palliative and end of life care to all who need us Integrity is the foundation of our values
5 Thames Hospice - logo/wordmark The original Thames Hospice logo was created using the script font curly luly. The logo was designed using the font in an unedited format however the kerning (letter spacing) has been adjusted to create a unique logo. To help preserve the integrity of the logo (which is based on an open source font) do not use curly luly in typography for any in-house or promotional material. It s so important that people recognise our logo and know who we are... we need the support of our community. Our identity is cleanest with a green logo on a white background... Thames Hospice logo (fresh green) Thames Hospice logo (fresh green) plus strapline in TH grey Thames Hospice logo (grey) Quality of life, to the end of life
6 Thames Hospice - logo/wordmark - variations To maintain consistency and (more importantly) promote greater brand/organisation awareness we recommend that the the Thames Hospice word-mark only be reversed out (white logo) when being used on the TH Green, TH Grey or Black. NB - Exceptions to this will be the Vintage, Boutique, Bag a Bargain and Retro shops There will also be instances when the white logo could be placed on photographs or illustrations Thames Hospice logo reversed - Using TH Fresh Green... but in many instances our identity has more impact with a white logo on a green background be green and be seen
7 Thames Hospice - colours Colours used on all Thames Hospice branded items should be selected from this colour palette. Pantone 368 Our green will be seen... consistent use of colours generates familiarity, recognition and trust Of course there are time when support colours have a place. TH Fresh Green is our corporate colour Colour guide for collateral use Pantone 7409 CMYK 0 / 36 / 100 / 0 WEB #fbad18 RGB 244 / 165 / 0 Pantone 631 CMYK 60 / 12 / 0 / 0 WEB #55b4e6 RGB 84 / 181 / 230 Tangerine Sky blue CMYK 61 / 0 / 96 / 0 WEB #6ebe4a RGB 115 / 183 / 54 80% 60% 40% 20% 10% 80% 60% 40% 20% 10% 80% 60% 40% 20% 10% Use the TH Tangerine as an accent colour to support your designs Use the TH Sky Blue as an accent colour to support your designs Pantone Cool Grey 10 CMYK 10 / 10 / 10 / 70 WEB # RGB 97 / 96 / 97 Grey 80% 60% 40% 20% 10% Use the TH Grey for clear typography
8 Thames Hospice - fonts Calibri is to be used for the main body copy on all Thames Hospice branded items. Calibri is a humanist sans-serif typeface family designed by Lucas de Groot. The font was designed to work well with Microsoft s text rendering system - and was specifically created to be clear to read on LCD and LED monitors. However it is also a very strong font to use for print and promotional material. It has subtle curved edges which soften the font when used for headlines and larger typographical applications. This makes Calibri a great choice to use across digital and print platforms while maintaining typographic and brand consistency. Calibri is supplied with any Microsoft license making it one of the most widely available digital fonts. use clear messages and consistent fonts... clarity is key Calibri - regular abcdefghijklmnopqrstuvwxz?! $%& ABCDEFGHIJKLMNOPQRSTUVWXZ Calibri - light abcdefghijklmnopqrstuvwxz?! $%& ABCDEFGHIJKLMNOPQRSTUVWXZ Calibri - bold abcdefghijklmnopqrstuvwxz?! $%& ABCDEFGHIJKLMNOPQRSTUVWXZ Calibri - italic abcdefghijklmnopqrstuvwxz?! $%& ABCDEFGHIJKLMNOPQRSTUVWXZ Calibri - light italic abcdefghijklmnopqrstuvwxz?! $%& ABCDEFGHIJKLMNOPQRSTUVWXZ Calibri - bold italic abcdefghijklmnopqrstuvwxz?! $%& ABCDEFGHIJKLMNOPQRSTUVWXZ
9 Thames Hospice - additional logos Thames Hospice Vintage/Retro/Boutique/Bag a bargain shops..where bespoke identities support Thames Hospice shops Vintage and Boutique TH Duck Egg blue TH Duck Egg Blue CMYK
10 Thames Hospice - use of reversed out logo on photographs/illustrations The use of the Thames Hospice logos below are intended as a guide - please refer to the usage notes below A few simple rules give freedom to creativity Do not use green or white logos over complicated backgrounds. these guidelines are intended to help your communication layouts... they are not restrictions Do not use green or white logos when the background is not light enough. The green Thames Hospice logo can be used when the background colour of the picture or illustration is very light. Because of the difficulties in measuring colour values we simply ask for a common sense approach when using the logo on light colour backgrounds. The reversed (or white) Thames Hospice logo can be used when the background colour of the picture or illustration is very dark. Use common sense when using the logo on dark colour backgrounds. Sometimes subtle drop shadows can help type readability as with the message to go here illustration above. Do not use green logo on any coloured background and only use the white logo on a solid TH green background.
11 Thames Hospice - corporate graphic Thames Hospice support graphic The Thames Hospice word-mark works well. The typography is warm, friendly and readable and the colourways of green on white or white on green are strong. Together they combine as a clear, recognisable logo for Thames Hospice. The name and logo have gained reasonable traction in the Windsor area - this awareness is considerably lower in locations further away (reference survey results 2015). Supporting graphic... the River Thames... where we are To incorporate an icon or graphic directly with the word-mark would be confusing and potentially unnecessary when reinforcing the brand. Therefore a suggested graphic approach is to introduce a river graphic that can be used with the strapline. The obvious reason for the river icon is to reinforce the Hospice s geographic catchment area in the Thames Valley. There are other very associations with rivers that also reflect Thames Hospice s services and values. The river of life Continuous flow Quality of life, to the end of life
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