Brand Identity Guidelines
Page 2 Contents This contents page is fully interactive. Just click on the section symbol or title to view the desired page. Our brand logo Our basic brand elements How we apply our brand Partnership branding 05_ Logo and file format 09_ Colour palette 11_ Funding plaques 13_ Partnership principles 06_ Logo clearance and sizing 10_ Typefaces 12_ Art plaques 14_ Co-branding examples 07_ Logo and strapline positioning 16_ Further Information 08_ What not to do with the logo
Page 3 Introduction What does our logo mean? Our name and our strapline have been brought together to form our logo. As the most visible element of our brand identity, our logo unites all of our communication materials and acts as a stamp of authenticity. Our logo is critical in raising awareness of our work and over time will become synonymous with our role and reputation.
Page 4 Brand overview This is an overview of all of the components that bring our brand identity to life. Logo see page 06 Colours see page 09 purple white blue warm grey Typeface see page 10 Ripple graphic see page 11 Applications see page 12 Catalyst, innovation, health Innovation Innovation
Page 5 Logo and file format This is our logo and strapline. It is important to use the correct logo format for the type of communication you are producing. Our strapline is always seen locked up to our logo. It acts as a symbol of the Charity s role and purpose; it is a key asset within our communications armoury, acting as a bone fide stamp of Charity support. We must take care to protect our logo and use it correctly on all forms of communication. The preferred option is for the logo to appear in Purple (PMS 2617C) on a white background sitting in the top righthand corner of the page. Purple is our principal colour. If legibility issues occur due to background colour or image then the appropriate alternative logo, reversed out or in black, may be used. Our logo and strapline For use when the logo must sit in the lefthand corner of the page For use when the logo must sit in the righthand corner of the page Format descriptions Below is a brief description of each format:.eps file Quality: High quality, scalable Used for: Print Colour: PMS or CMYK.jpg file Quality: Diminishes with scale Used for: Print or web Colour: CMYK or RGB.png file Quality: Diminishes with scale Used for: Web and online Colour: RGB Reverse version (monotone) Monotone (black) version
Page 6 Logo clearance and sizing The clear space around the logo is known as the clearance zone. It makes sure the logo is prominent and can be seen clearly whenever it appears. Minimum clear space A certain amount of clear space is required around the logo so that it retains its visual clarity and is easily recognisable. The measure for this clear space is the height of two lines of copy in the logo. X Set format sizing Set format sizing has been created to ensure the logo is produced consistently across communications. Use the recommended logo sizes for the following standard formats. Format Width Distance size of logo from edge A6 40mm 8mm DL 54mm 8mm A5 54mm 9mm A4 54mm 9mm Minimum size It is important not to show the logo any smaller than the minimum size stated, 40mm. This will ensure the logo is always legible. For additional advice or guidance please contact the communications team. See page xx for details. Co-brand logo sizing Refer to page 25 for co branding principles including logo size and position and examples. 40mm X X X X
Page 7 Logo and strapline positioning Print application Where possible, our logo should always be positioned on the right-hand side of the page. Our preferred position is top right, however, it can also appear bottom right if it is not possible. Primary position top right (A4 example shown) 54mm 9mm 9mm Secondary position bottom right (A4 example shown) Please remember to adhere to minimum clearance rules when positioning our logo, see page 06 54mm 9mm 9mm
Page 8 What not to do with the logo Our logo has been specially created for our use so it must not be replicated or redrawn. It is important to always use the artwork provided. This page shows some mistakes to avoid, where our logo is distorted or misused. Do not box up our logo within a holding device or colour block. Do not rotate or distort our logo. Do not change the colour of our logo. Do not use any other colour or colour effect for our logo. Do not use a drop shadow on our logo or any other special effects. Do not encroach on our logo s minimum clear space. END OF LIFE CARE A CATALYST FOR INNOVATION IN HEALTH GUY S & S T THOMAS CHARITY Do not add any other descriptors or taglines to our logo. Do not try to recreate our logo. Do not place our logo on a busy background that will affect legibility.
Page 9 Colour palette We have a restricted colour palette to ensure our brand is easily recognisable and consistent across all our communications platforms. It also allows us to stand out amongst other charities and partnership organisations within the healthcare sector. Purple is our lead colour, with blue used as a highlight colour. Our warm grey may be used for body copy, as tints on tables (see right), charts and box-outs where required. We do not recommend using tints of our bright colours as this will weaken the impact of our brand. White also plays an important part of our brand and ensures our communications are clear, compelling and uncluttered. White space should be used to enhance the impact of other design elements (headings, pull-out facts and quotes, photographs and our logo itself) and give them room to breathe. See applying our brand on pages 06 purple blue Purple Pantone 2617C CMYK 79/100/0/15 RGB 85/31/117 Web #551f75 Blue Pantone 305C CMYK 51/0/9/0 RGB 130/206/230 white White Pantone Not applicable CMYK 0/0/0/0 RGB 255/255/255 Web #82cee6 Web ffffff Warm Grey Pantone 417C CMYK 54/41/50/30 warm grey 80% 60% 40% 20% RGB 109/111/102 Web #6d6f66 Permitted tint values:
Page 10 Typefaces Our typeface is Helvetica Neue, it has been chosen because one typeface brings consistency and confidence. The broad type family allows for a range of applications. It is modern but not gimmicky, complements the fine lines of the logo and is accessible and easy to read. Aa Helvetica Neue Thin Headline display style Helvetica Neue Thin purple A catalyst for health and healthcare improvement The above example uses 82pt with 83pt leading. Aa Helvetica Neue Bold Subhead style Helvetica Neue Bold blue or purple Subheading to go here The above example uses 28pt with 27pt leading. Secondary typeface A secondary typeface, Arial, should only be used for Microsoft Office documents and online applications. Aa Introduction font style Helvetica Neue light blue or purple The Charity is a catalyst for health and healthcare improvement in Lambeth and Southwark. It supports innovation in order to create world-leading healthcare in Guy s and St Thomas NHS Foundation Trust; to improve the physical and mental health of the local population; and to fulfil the vision of King s Health Partners. The above example uses18pt with 20pt leading. Text font style Helvetica Neue light blue or grey The long-term effects of using magic tricks to improve the motor skills of children with upper limb motor disorders such as hemiplegia and paralysis are being assessed in an international research project at Guy s Hospital and Ichilov Hospital in Tel Aviv. The above example uses14pt with 16pt leading.
Page 11 Applications Funding plaques Funding plaques are important to identify the projects and initiatives that the Charity has supported. Logo size requirement The logo position and size will depend on the number of logos and the Charity s contribution. As most partner logos will have different proportions refer to page 25 for co-brand principles. Keep in mind the minimum size for logo reproduction on any funding plaque is 40mm in width. 500mm 300mm A CATALYST for innovation in health In this sample plaque which is 300m x 500m in size. Our logo is 77 mm in width to be equitable with the King s College London logo which is 40 mm x 28.5 mm. For further guidance about how to ensure that the Charity s logo is used at an appropriate size alongside other logos refer to page 25 for co-brand principles. 77mm
Page 12 Applications Art plaques Art plaques are important to identify the projects and initiatives that the Charity has commissioned and supports. Logo size and placement The logo is positioned in the bottom right of the plaque at 54mm in size. Laboratarobal Artist: Simeon Nelson 300mm This textual intervention explores the Greek and Latin roots of medical terminology and nomenclature. The original meanings of these roots often had powerful mythological and poetic resonances and remembering these adds extra richness and depth to our understanding of medicine and to the experience of the BRC and CRF. I am interested in the slippage of language from the semiotics of a known word to the calligraphic aesthetics and suggestibility of a random string of letters. For this commission I deployed suffixes and prefixes of medical terminology pertinent to the research occuring at the BRC/CRF into wall based word diamonds and palindromes cut from 10mm acrylic sheet and also applied as vinyl signage to teh internal windows. The vinyl flows through the space on the same datum line in bands of repeating palindromes so that the transparency of the window is disrupted by text that moves from almost recognisable medical language to almost nonsensical associations The word diamonds are works in their own right, framed and separate from the wall, operating on the boundary of the calligraphic and the semantic. The font, Gill Sans has a classical modernist monimnetality and calm. 200mm A CATALYST for innovation in health 54mm
Page 13 Partnership principles Individuals or organisations that have received funding from the Charity or are partnering with us in some way must carry the Charity s logo on any publicity and information materials associated with their funding or partnership with the Charity. Logo sizing and positioning may be determined by the piece of literature but do keep in mind these basic rules. Co-brand size relationship All partner logos will have different proportions. To create a visually balanced co-brand the partner logo should visually sit comfortably with the logo. You can use the lined grid to your right to help position your elements. Use this formula as a guide only, always ensure each logo is visually equal to the Charity logo but never dominating it. Always adhere to our minimum size and clear space as outlined on page 06 Determining co-brand size using lined grid Positioning multiple logos Logo position will depend on the number of logos and the Charity s contribution to the initiative. Where possible keep to our positioning rules by placing our logo on the right-hand side. For advice and guidance please contact the communications team.
Page 14 Partnership principles Example co-brand sizing using some of our partner logos Left aligned Right aligned
Page 15 Co-branding examples Print Invitation The Patient-Centred Care Project Evaluation report August 2011 Executive summary The Patient-Centred Care Project aimed to improve the experience and quality of care for patients receiving treatment for breast cancer and lung cancer at Guy s and St Thomas NHS Foundation Trust and King s College Hospital NHS Foundation Trust. The project was supported by King s College London and The King s Fund. It was funded by Guy s & St Thomas Charity. The independent evaluation report, commissioned by The King s Fund, described the process and impact of the project within breast cancer services (the first phase of the project). Here, we present a summary of the findings. The King s Fund 11 13 Cavendish Square London W1G OAN Tel 020 7307 2400 Registered charity: 1126980 www.kingsfund.org.uk SPV The King s Fund 2011 Web
Page 16 Further information For all information relating to Guy s and St Thomas Charity brand guidelines, including copies of images, templates, logos and graphics, please contact: The communications team Email communications@gsttcharity.org.uk Telephone 020 7089 4550