amina hospitals brand guidelines

Corporate Identity and Brand Guidelines

Understanding Amina Hospitals

Our Values

Our Values - A Closer Look

Masterbrand Elements

Typography Guide

Imagery

Tone of Voice

Stationary Guide

Branded Applications

Contents

01

02

03

04

05

06

07

08

09

2 Amina Hospitals Corporate Identity and Brand Guidelines August 2013 – Copyright © Anglo Arabian Healthcare

ALWAYS THERE TO CARE

Understanding Amina Hospitals

An Introduction in Essence

Anglo Arabian Healthcare are very proud to introduce Amina Hospitals – the next generation of high quality, specialized hospitals currently located in the Middle East.

Anglo Arabian have a market strategy to be able to provide quality healthcare to all people in the UAE and will achieve this through introducing different healthcare brands targeted towards different demographics in the region.

Amina Hospitals consistently provide specialist, quality and accessible medical services for those of middle to high-income groups in the UAE.

Amina Hospitals champion and respect the individual needs of a wide variety of patients because it has professional doctors and trained support staff who consistently strive to provide a professional, warm and genuinely caring service in modern, patient focused, well equipped and comfortable healthcare facilities.

The target market is determined by the locality of the hospitals, the majority are currently situated in the Northern Emirates of the UAE.

Due to the largely Arabic, ever growing Eastern European, Indian Sub-continent and Asian patient demographics, Amina will appeal to all nationalities. However, Amina is an Arabic brand, situated in the UAE and therefore, there will be a consistent and dominant Arabic flavour to this healthcare brand that will seamlessly flow through all customer, corporate and patient touch-points.

As the Amina brand develops and expands throughout the UAE into Dubai, Abu Dhabi and into the wider GCC, the Amina brand shall always remain Arabic in essence and always remain respectful to the diverse cultural groups.

5Amina Hospitals Corporate Identity and Brand Guidelines August 2013 – Copyright © Anglo Arabian Healthcare

Our vision for the future is about the impact we want to make,

helping people to make the right choices about their health.

Our values are used as a barometer of how we behave as a healthcare

family and are shared with the Anglo Arabian

Healthcare group.

Our positioning is the unique place we occupy in the world. Focusing on the local community, Amina Hospitals offer specialist

quality, accessible healthcare for all.

Our brand promise describes what we do for all our patients

i.e. We promise genuine, quality care in clean, well-managed

hospitals for everyone regardless of race, religion or

income.

Our personality is the image we want to project. Confident and professional. Compassionate and caring. Pioneering and

educational.

Our Vision

Our ValuesOur Positioning

Our Promise Our Personality

HEALTHMATTERS


What is a brand?

Every aspect of our appearance, our language, style and behaviour should be aligned with the brand strategy, the values we stand for, and what we want to consistently communicate to our patients and the healthcare market.

The guide explains clearly what the Amina Hospital brand represents in all aspects. In detail, it covers -

• Whatourvaluesare

• Whatmessageswewanttoconsistentlycommunicateand why

• Howwecommunicate

• Howwebehave

• HowAminaisvisuallypresentedinallofourcommunication channels

A BRAND IS MUCH, MUCH MORE THAN JUST A WORD OR A LOGO.

Consistency is key to ensuring the success of the Amina Hospital brand in the minds of our patients and the healthcare community.

This manual contains all the necessary guidelines and rules, as well as providing exact examples for upholding the Amina Hospital brand throughout all aspects of our corporate communications and marketing.

If you have any questions regarding the use of the Amina Hospital brand identity, please do not hesitate to get in touch with the Director of Marketing at Anglo Arabian Healthcare.


Our Target Market

Amina Hospitals appeal to a multi-national audience that live a comfortable lifestyle with a medium to high level of income and higher expectations of the quality of care they receive. Essentially Arabic at heart, Amina Hospitals promise to provide local communities, as well as expatriates with quality assured, specialist medical care that is available and delivered with expertise and pride.

The Amina Hospital Brand Personality

Our personality is the image we want to project to the general public, our competitors and the national and international healthcare markets in general.

Amina is a confident, professional, proud and accomplished healthcare brand that stands to represent modern, efficient and effective medical services for the people of the Middle East. And yet, at the same time offers genuine care, delivered with expertise and compassion focusing on the prevention of illness and injury in preference to cure. Bearing this in mind, we advocate healthcare wellness education and aim to position ourselves as the hub of accurate, current and relevant preventative medical information.

CONFIDENT AND PROFESSIONAL. COMPASSIONATE AND CARING.

PIONEERING AND EDUCATIONAL. QUALITY ASSURED.

INSPIRATIONAL. RESPECTFUL.

LOCAL COMMUNITIES AS WELL AS EXPATRIATES WITH EXPECTATIONS,

QUALITY ASSURED, SPECIALIST MEDICAL CARE


The Amina Hospital Patient Relationship Promise

Amina Hospitals place a high value on developing strong patient relationships striving to invest in long-lasting and supportive professional services that encourages trust and confidence. All Amina Hospital staff receive ongoing customer relationship training to ensure that our patients are well attended to and genuinely cared for in clean, comfortable and professionally managed healthcare environments.

Amina Hospital Quality Promise

Amina Hospital professionals are Consultants, Specialists and qualified GP’s who have National and International experience in the UK, USA, Europe, Arab countries and the GCC. This pedigree ensures that the Amina Hospital clinicians bring not only clinical excellence but with experience comes genuine empathy and cultural understanding. Amina Hospitals follow the US Ambulatory Care Standards quality framework to ensure that we can benchmark our clinical services and care pathways against international healthcare providers.

The Amina Hospitals have chosen to put each hospital through strict quality criteria such as the implementation of JCI Quality Assurance Standards as validation of our promise to strive for clinical excellence and the provision of genuine quality healthcare.

CLEAN, COMFORTABLE AND PROFESSIONALLY MANAGED

HEALTHCARE ENVIRONMENTS


Our Values

Our Values

Our values will be used as a barometer of how we behave and our determination to adhere to these common group values shall cascade throughout all of the Anglo Arabian Healthcare Family.

In order to develop and understand our Values, we need to focus first on the strategy of Anglo Arabian Healthcare, what it aims to achieve and how our values will act as enablers to successfully achieve our goals.

Using an acronym when we begin to teach new employees our company values helps each new team member to be mindful of what their everyday behaviour represents as a responsible member of the Anglo Arabian Healthcare family.

RESPECT

EMPOWERMENT

PASSION

LEADERSHIP

INTEGRITY

CARE

ACHIEVEMENT

TRUST

EMPATHY


The Anglo Arabian Mission Statement:

At Anglo Arabian Healthcare we are absolutely committed to making a difference to our patients’ lives and we aim to accomplish this through the provision of high quality healthcare in modern and exceptionally well-equipped medical centers throughout the GCC.

We want to be trusted to look after your loved ones and will focus on holistic wellbeing as much as curing illness, as we firmly believe that prevention is always preferable to cure.

Anglo Arabian Healthcare aims to become the leading medical provider within the UAE with Clinics, Hospitals and Tertiary Care Centers based upon our patients’ needs.


How will the values we pledge to adhere to, help enable us to ensure the success of our mission statement?

Anglo Arabian Healthcare aim to build an integrated network of healthcare services across the GCC with international quality standards that are measured and accounted for. We put great emphasis on the expertise of our international and local physicians as well as the quality standards of our consistently branded healthcare facilities. We pride ourselves on demonstrating genuine care and understanding for patients and employees of all nationalities and will pioneer the positive evolution of our healthcare industry through our expertise and innovation.

Our values will become the bedrock of who we are and what we represent in a highly competitive market.


Our Values - A Closer Look

What is Respect?

Relevance for us?

Respect

Respect is a positive feeling of esteem for a person of a different nomination, such as race or religion. Also, specific actions and conduct are representative of that esteem.

Respect can be a specific feeling of regard for the actual qualities of the one respected (e.g., “I have great respect for her judgment”). It can also be how we choose to behave in accord with a specific ethic of respect.

In the field of medicine, respect and dignity are fundamental pillars on which the profession is based.

Respect is the acceptance of things that are different in a non-judgmental way. Respect is also an important aspect of the Doctor/Nurse/Patient relationship. This means caring for the patients whose value system may be very different from that of the nurse or doctor. To show respect, we must not react with shock, surprise, or disapproval toward a patient’s lifestyle, dress, or behaviours.

Anglo Arabian Healthcare is a multi cultural team and we must show respect for different faiths, gender, privacy, backgrounds, personal preferences, dignity and cultures. We should take the time to learn about our colleagues and we should never be judgmental or condescending. Most importantly, many of us are visitors in the UAE and we must show respect and understanding to the laws, faiths and traditions of the Middle Eastern environment that we live in.


What is Empowerment?

Relevance for us?

Empowerment

Empowerment is the process of sharing information, rewards and responsibility with employees in order that they take initiative to make decisions, solve problems, improve service and performance.

Empowerment is based on the idea that giving employees skills and resources, authority, opportunity, motivation as well as holding them responsible and accountable for the outcome of their actions, will positively contribute to their competence and job satisfaction.

Empowerment encourages people to gain the skills and knowledge that will allow them to overcome obstacles in a life or work environment and ultimately help them develop within themselves or in society.

At Anglo Arabian Healthcare, we encourage, motivate, reward and praise our employees for demonstrating positive, productive behaviour and initiative, aiming to become the healthcare employer of choice.


What is Passion?

Relevance for us?

Passion

At its essence, passion conveys unwavering belief and commitment to a conviction. Passion is an emotional engagement with an idea or belief and it lifts a concept from the ordinary to the extraordinary. Passion for your work creates job satisfaction, pride and personal fulfilment.

To do a job without belief or understanding is hollow and lacks meaning.

Passion about our business and the ambitions that we share as a team attract colleagues to join us and clients to work with us.

To truly understand your role in helping Anglo Arabian Healthcare to become the best, most respected integrated healthcare group in the GCC is exciting and makes the likelihood of successfully achieving our goals much more likely. We shall be a collective force sharing the same beliefs and passions.


What is Leadership?

Relevance for us?

Leadership

Leadership is ‘organizing a group of people to achieve a common goal’. The leader may or may not have any formal authority. Leaders may have the characteristics of capable interaction with others, emotional intelligence, good personal behaviour, power, vision and values, charisma, and intelligence among others. One can define a leader as ‘a person capable of inspiring and engaging others with a dream’. It is therefore important that organizations have a leadership team with passion and drive, to follow the mission and vision of the company and to inspire others to the cause.

Leadership within Anglo Arabian Healthcare is taken with pride and responsibility. We will endeavour to be a leader amongst our peers. We will lead from the front and not ask team members to take actions that we would not be prepared to take ourselves. We will live our values and work hard to encourage everyone to follow.


What is Integrity?

Relevance for us?

Integrity

Integrity is a concept of consistency in actions, values, methods, measures, principles, expectations, and outcomes.

In western ethics, integrity is regarded as the quality of having an intuitive sense of honesty and truthfulness in regards to the motivations of one’s actions.

We shall seek to behave in a consistent manner. We will endeavour to be open and honest in our communications with each other, our partners and our patients. We will ensure that the right people are credited for our successes and we will be fair and supportive during difficult times. We will reward and promote on merit and we will treat others as we expect to be treated ourselves.


What is Care?

Relevance for us?

Care

Care can be both a level of active, genuine concern, a lack of negligence, working to avoid possible dangers, mistakes, pitfalls, and risks. Care is also compassion, support and taking responsibility for the tasks entrusted to us. We should care about the quality and accuracy of our work. We should care about our clients, patients and each other and we should be empathetic, supportive, and diligent in all we do.

At Anglo Arabian Healthcare, we genuinely care about the quality and accuracy of our work. We genuinely care about our clients, patients, our shareholders, our actions and performance as well as each other. We are empathetic, supportive, and diligent in all we do.


What is Achievement?

Relevance for us?

Achievement

Achievement is what we strive for everyday. By creating innovative solutions to problems, we can be sure of delivering positive results to our partners and shareholders.

Achievement is a value that is accessible to everyone sharing a common goal and vision to enable Anglo Arabian Healthcare to be at the forefront of the healthcare industry for the benefit of all residents of the GCC. Achievements will be recognised and shared with across the Anglo Arabian Healthcare family and visible to our shareholders, competitors and patients.


What is Trust?

Relevance for us?

Trust

Trust is an absolute fundamental component to the success of any team. Trust is the reliance on truth.

Trust is a currency of almost every interpersonal relationship, between work colleagues, managers and organizations. The deeper the relationship becomes, the more vital the part trust plays. It is unseen but it is what frees us to collaborate confidently with each other.

When we trust one another, communication is likely to be open and frequent. There is little fear in confronting issues, conflict is quickly resolved, all of which leads to a deepening of relationship.

For patients of any Anglo Arabian healthcare brand, our goal is to achieve trust through the demonstration of honest, genuine care that is consistent, convenient and accessible.


What is Empathy?

Relevance for us?

Empathy

Empathy is the ability to understand and share the feelings of another. Empathy is the ability to understand another person’s circumstances, point of view, thoughts and feelings. When experiencing empathy, you are able to understand someone else’s internal experiences and not judge or condemn.

As a quality, empathy is especially valuable in the healthcare industry when illness and treatments may cause many intense feelings such as fear, anger, sadness and anxiety.

Being able to demonstrate genuine empathy leads to trust and respect. Understanding our employees, multi-cultural communities, healthcare environments, geographical and national healthcare needs will help us to make the right choices as we grow and expand.


Master Brand Elements

Brandmark

•Primary

•Clearspace

•Sizing

Colour

•Colourversions

•Backgrounds

•Incorrectusage

•Specificationchart

•Colourbalanceandtints

Typography

•Latin

•Arabic

Imagery

•Masterbrand

•Secondary

Visual system

•Grids

This section covers the four key visual elements that make up the Amina Hospital brand. These are the primary brandmark, the specific colours, graphic devices and imagery guide through to the typographic style. It gives you an overview of what these key elements are and how to apply them correctly and consistently throughout the various brand communication pieces.



There are four key elements that are used across the majority of Amina Hospital applications. They are as follows:

1. Brandmark

2. Colour palette

3. Fonts

4. Imagery

This section describes how to use these elements together to create a distinctive, flexible, yet consistent brand identity.


Museo Sansالخط الجميل

1

2 3

4


The primary brandmark or logo is the main signature of the brand. It conveys the Amina Hospital vision, as well as building visual recognition of the brand.

The Amina Hospital brandmark is made up of three elements: the Amina wordmark, the Hospitals wordmark and the tagline ‘Always there to Care’. The relative sizes and positions of these elements are fixed and cannot be changed or distorted.

The preferred size of the primary brandmark in a portrait A4 format is 40mm. The preferred positioning in any format is either top or bottom right.

When writing Amina Hospitals in Latin text, always use upper and lower case letters as shown in this sentence. Do not use all lower case letters nor all capitals, unless a particular text style requires this (although this is rare and should always be verified by the Marketing Director).

There are only four permitted colour options for the primary brandmark; Amina Hospitals Full Colour, Amina Hospitals Warm Grey, Black and White (Reversed). There is more information on the correct usage of these various colour options later in these guidelines.

The Primary Amina Hospital brandmark is both Arabic and English and this is the preferred brandmark that should be used in all communication pieces.

The primary brandmark with the tagline is used only in limited applications, such as advertising. The preferred brandmark is the primary brandmark without the tagline.

The Primary Brandmark

The primary brandmark should only be reproduced from the master artwork. It should not be redrawn or altered in any way. The master artwork is available in various electronic formats, for both Mac and PC, from the Anglo Arabian Healthcare Marketing Department in Dubai Healthcare City.


To ensure prominence and legibility, the brandmark is always surrounded by a minimum area of clear space. Nothing should ever intrude into this area, such as a graphic device, imagery or type. The construction of the clear space area is based on the ‘a’, as shown in Figures.

The minimum area of clear space is illustrated by the rectangle containing the brandmark. The rectangle itself is not visible and does not print.

Clear Space (Exclusion Zone)

Please remember that the clear space shown right is a minimum and should be increased in all applications wherever possible.

The minimum size of the primary brandmark is 21mm in print, 65 pixels in digital as illustrated opposite.

The brandmark is scalable and there is no limit on the maximum size.

Sizing

Note: This brandmark size is a minimum and should be increased wherever possible, depending on the reproduction process and to ensure legibility.

Print size = 21 mm

Screen size = 65 pixels


There are four colourways for the Amina Hospitals brandmark: Amina Hospital Full Colour, greyscale, black or white as illustrated here.

The preferred option is the Full Colour brandmark on a white background. Figure 1 shows the Amina Hospital brandmark in full colour. It is the preferred brandmark colour and should be used wherever possible.

Figure 2 shows the single colour grey scale brandmark, coloured in Amina Charcoal, used in applications like the fax sheet.

Figure 3 shows the single colour white reversed out of Amina Charcoal brandmark, used in limited applications, such as single colour advertisements.

Figure 4 shows the single colour Amina black brandmark, used in limited applications, such as single colour advertisements.

Figure 5 shows the single colour white reversed out of black brandmark, used in limited applications, such as single colour advertisements.

The Amina Hospitals brandmark should not be reproduced in tints of any other colour.

All other Amina Hospitals brandmark variations follow the same colour principles.

Colour Versions

1

2 3

4 5


Incorrect Usage

Do not alter the brandmark proportions

Do not use different lettering for the wordmarks

Do not use the brandmark on an image

Do not use the reversed out brandmark on a secondary colour other than the Grey and Black

Do not distort the wordmarks

Do not alter the colour of the brandmark

Hospitals


Incorrect Usage

Do not use the full colour brandmark on a secondary colour

Do not use the full colour brandmark on a black background

Do not distort or remove any of the elements

Do not use any of the secondary colours for the brandmark

Do not use the Amina wordmark without the word ‘Hospitals’

Do not rotate the brandmark at odd angles


Amina Hospital corporate colours are Healing Jade, Warm Grey and White.

The secondary colour palette consists of Sea Blue, Pale Rose and Antique Cream.

In lieu of the colours listed on this page, you may use the PANTONE® colours cited, the standards for which can be found in the current edition of the PANTONE formula guide. The colours, CMYK and RGB breakdowns shown on this page have not been evaluated by PANTONE, Inc. for accuracy and may not match the PANTONE Colour Standards. For accurate PANTONE Colour Standards refer to the current edition of the PANTONE formula guide. PANTONE® is the property of Pantone, Inc.

Colour Specification Chart

Primary Colour Palette

Secondary Colour Palette

Healing Jade

Sea Blue

Warm Grey

Pale Rose

White

Antique Cream

COLOUR SPOT CMYK RGB HEX

Healing Jade Pantone 7465 C 67.0.40.0 67.190.173 42BEAD

Warm Grey Pantone Warm Grey 6 C 36.35.38.1 167.156.148 A79B94

White - 0.0.0.0 255.255.255 FFFFFF

Sea Blue Pantone 2975 C 38.2.6.0 152.213.233 97D4E9

Pale Rose Pantone 7604 C 8.15.12.0 231.213.211 E7D4D2

Antique Cream - 2.4.7.0 247.240.232 F7F0E8

Pri

mar

ySe

con

dar

y


The colour balance illustrated here, is a guide to achieving a consistent colour balance across all Amina Hospitals brand communications.

The illustration demonstrates the permitted tints for each colour in the Amina Hospitals colour palette.

Tints and Colour Balance

Amina Hospitals Colour Balance

Permitted tints

Healing Jade 80%

80%

80%

80%

80%

60%

60%

60%

60%

60%

40%

40%

40%

40%

40%

20%

20%

20%

20%

20%

Sea Blue

Warm Grey

Pale Rose

Antique Cream


Typography Guideline

Museo Sans

Museo Sans is the corporate font that has been chosen for use on all Amina Hospitals communications. It is a modern, professional, sans serif font. It is available as a family of weights that are 100, 300 and 500 (light, regular and bold).

Museo Sans regular is used for body copy, subheads, captions, folios and footnotes.

Museo Sans bold is used in headings and limited applications for copy emphasis.

Helvetica Neue should be used across all printed and online applications unless specified otherwise. All capital setting should be avoided unless necessary and in limited situations. It should be set in upper and lower case, and ranged left whenever possible.

Type sizes and leading (line spacing) may vary according to the application and space available. For similar communications, or items that are part of a set, always keep the type sizes and leading consistent throughout.

System font: Helvetica Neue

Within the office environment software such as Microsoft® PowerPoint®, Microsoft® Word® and any electronic communications, such as email, use the font Helvetica Neue in place of the corporate font of Museo Sans. Helvetica Neue is a system font that is pre-installed on most PCs and Macs and is available in Light, Regular and Bold weights.

Typography

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?@£$%&*(){}[]



100

300

500

Museo Sans


Helvetica Neue Arabic

Helvetica Neue LT Arabic is the corporate Arabic font. It is available as a family of weights for MAC and PC platforms. The recommended weights for use are :

Helvetica Neue LT Arabic 75 Bold: is used for main headlines and introductory copy.

Helvetica Neue LT Arabic 55 Roman: is used for body copy, subheads, captions, folios and footnotes.

Helvetica Neue LT Arabic should be used across all applications unless specified otherwise. All paragraphs set in Arabic are always ranged right. ‘Harakat’ should not be added to text unless necessary.

Type sizes and leading (line spacing) may vary according to the application and space available. For similar communications, or items that are part of a set, always keep the type sizes and leading consistent throughout.

Arabic System Fonts

Within the office environment software such as Microsoft® PowerPoint®, Microsoft® Word® and any electronic communications, such as email, use the font Arial in place of the corporate font Helvetica Neue LT Arabic in electronic templates. Arial is a system font that is pre-installed on most PCs. Arial is available in Regular and Bold weights.

Typography (Arabic)

اأ أ بتث جح خ د ذ ر ز سش صض طظ عغغع غ فقق كك ل ل م م ن ن ه ه ة و ؤ ييي

0 9 8 7 6 5 4 3 2 1

اأإ بتث جحخ دذ رز سش صض طظ عغغع غ فقق كك ل ل م م ن ن ه ه ة و ؤ ييي

0 9 8 7 6 5 4 3 2 1

Helvetica Neue LT Arabic 75 Bold

Helvetica Neue LT Arabic 55 Roman


Imagery

The Amina Hospital photographic imagery style focuses on local Arabic, Indian and expatriate families, individuals that demonstrate contentment through living a healthy, wholesome, fulfilled life.

The attributes of the Amina Hospital brand positioning come alive in the brand personality and visual manifestation. This all has a significant influence on which imagery is selected for all our brand communications and advertising collateral offline, online, printed and digital.

Images are used that represent Amina Hospitals and have an understanding of Middle Eastern culture whilst being available and accessible to other expatriate demographics.

This quality is demonstrated throughout the imagery chosen for Amina Hospitals and gives the audience a feeling that genuine care is easily and naturally available. This quality is attractive especially when appealing to families with children.

Key characteristics

In Touch

Empathy


The Amina Hospital master imagery style should appear totally natural and not posed or artificial. At times, a reportage style is appropriate from image content through to composition. Our imagery must always be entirely credible, authentic and realistic, without appearing staged or artificially altered in any way.

The Content

Try not to use stock photography but instead, use genuine photographs (with written consent from the model being sought at all times and logged with the Marketing Department). Do not use ClipArt or starbursts, stars and ‘special offer’ explosions! Ensure that images are not pixelated, low resolution, distorted or crudely ‘Photoshopped’.

The Marketing Director is able to provide a comprehensive library of images that reflect and resonate with our target audience. Please do not hesitate to get in touch to request a specific image if required.

When using any types of images, ensure that the LOGO is fully legible.


Brand Tone of Voice

One of the most important ways we influence how our patients perceive the Amina Hospitals, is through the words we use when we write and speak.

Communication styles should be guided with key words repeated to ensure consistency. Always refer to and use these Key Words whenever possible.

Following these principles in all of our communications whether in print, online, on the radio or at our reception desks, will ensure that Amina Hospitals develop an individual communication style.

This principle should apply in every kind of communication from our leaflets, brochures, advertisements or promotions, to email introductions and internal communications.

Together with our consistent behaviour across the group that is guided by our values we now begin to develop the personality of Amina Hospitals that ultimately, adds value to our group as well as brings us together as one team in harmony.

Brand Tone of Voice


The Amina Hospitals have a diverse patient base. Our patients are local and expatriate Arabs as well as American, European and south, south-east Asians predominately in the 18-55 age group living in UAE and other GCC countries. Their occupations can range from office workers to high-level corporates. Aside from the need for accessible and quality based health care, what these groups have in common is a restricted English vocabulary. They are likely to be living a comparatively good lifestyle and their exposure to English has been limited by cultural and possibly employment experiences.

At no point should we give the impression that Amina Hospitals are a cheap, uncaring or compromised service. We do not cut corners and speak to our patients in an adult, respectful manner. We understand and respect the characteristics of the diverse patient demographics and treat them with dignity, protecting their privacy and offering genuine support where required. Our patients are respectable people who appreciate the value of healthcare expertise and genuine care and we value and respect them all with our patients’ dignity at the forefront of our behaviours.

Our target reader is educated with a working knowledge of English language and grammar. They may not be familiar with obscure words, literary references, English slang or complicated technical terms. This core reader should be able to read all our communications without difficulty and we should avoid using any of the above when communicating.

So, who are we communicating with?

Consumers

Quality

Target Readership


We should avoid negative cultural references. For example, when talking about obesity, we might refer to the custom of over-eating at specific events or festivals. This should be avoided. Talk and discuss instead about lifestyle and the importance of healthy eating and taking regular exercise.

The words used should be simple. This is important not only for the English texts themselves but to facilitate translation into Arabic, Indian, Filipino etc languages. It is important that all material facts are clear and un-obscured to avoid misunderstandings. For example, we should be crystal clear about the services provided and what patients should expect. We should be transparent about services that may carry additional costs. Sentences should be of mixed length but with a greater proportion of short sentences than would be used for native English readers. English often has two words for the same (or very similar) meaning. The shorter and more familiar word is often Anglo- Saxon word, with the longer being of French or Latin origin. The shorter word will normally be preferred. For example ‘begin’ is better than ‘commence’. All texts should be in UK English as the target audience are more likely to have learned this than US English.

Culture references

Language

Language

The tone of voice should be warm, supportive, encouraging and personal, but should also respect the individual and their rights to privacy. The patient may be making initial contact with an Amina Hospital at a time of great stress in their lives. The tone needs to be calm, confident and reassuring.

Reassuring tone

Paradoxically, this group may have difficulty with more informal writing styles. In particular, contractions that are often used to create a friendly and approachable style (isn’t, they’re) may be less well understood by those with less experience of spoken English. For the same reasons we should avoid slang and new formations. A degree of formality also has the benefit of supporting the ‘heroic’ quality of the brand and the need for trust. Few of us would be happy entrusting our health to someone who wrote in an off-hand or slang style. Informal language is common in advertising but would be entirely inappropriate in this context. Again, we should not expect potential customers to struggle with elaborate vocabulary when they are worried about the health of a loved one.

Formal versus informal


Medical terms have obvious potential for confusion. Avoid complex medical terms except when they are needed for clarity. Use the ‘common’ term where possible, but avoid euphemisms. Where medical terms are used for the first time they should be followed by the common term in brackets.

The customer has a need for medical services. It is a question of them selecting the right provider. The fact that they may not be in the market for more expensive services does not change this. The tone of voice must always be professional and avoid any sense of ‘selling’ or commerce. Amina Hospitals is simply providing information that helps customers make the right decision for themselves and their families. The use of an overtly commercial tone of voice would damage the brand values.

The medical community uses many acronyms, from ENT, ECG to MRI. Where these are unavoidable they should be written out in full at first usage.

It is important to respect the customer as an adult. Always use clear terminology as euphemisms can create misunderstanding and confusion. If the subject is especially sensitive, use the full medical terminology.

Terminology

Medical issues ‘Selling’ text

Acronyms

Personal or embarrassing conditions


Describing Staff/Clinical

Facilities Care/Staff

Professional

Expert

Skilled

Experienced

Able

Qualified

Knowledgeable

Responsible

Focus

Healing

In safe hands

Specialist

Insight

Well-equipped

Dedicated

Clean

Hygienic

Modern

Comfortable

Well- maintained

High quality

Fresh

Bright

Spotless

21st Century

Safe

Approved

Pleasant

Welcoming

Relaxing

Warm

Caring

Understanding

Sensitive

Discreet

Respect

Reliable

Committed

Helpful

Ethical

Personal

Reassuring

Friendly

Trained

Polite

Word Bank

The Deal Patients Lifestyle

Essential

Competitive

Comprehensive

Fair

Flexible

Honest

Reasonable

Reputation

Straightforward

Complete

Good value

Simple

Affordable

Access

Quality

Hard-working

Family

Trust

Children

Care

Sensible

Career

Happiness

Confidence

Local

Choice

Precious

Protect

Well-being

Prudent

At all times avoid judgmental terms that could be interpreted as insensitive or offensive. For example, ‘If you have become flabby and unfit’, Culturally limited ideas (e.g., festivals, unless citing list to demonstrate diversity) Excessive claims: ‘We have the answer to your problems’, ‘we can cure’ fear, embarrassment: ‘Do you have unsightly spots?’ ‘Your children are at risk from...’

Terms and phrases to avoid:


Stationery

SizeA4: Overall dimensions 210mm x 297mm.Paper stock : Mohawk Via, Vellum White/Bright White, 104 gsm Code VIA128370

BrandmarkThe size and position of the Amina Hospitals brandmark is as shown right. The brandmark is positioned at the top right corner of the page. Prints Full Colour.

Contact detailsSet in 8.5/10pt Museo Sans, centered. Prints Warm Grey. Space after 2mm. ‘a part of Anglo Arabian Healthcare’Set in 7/8pt Museo Sans, centered. Prints Warm Grey.

All dimensions shown are in millimetres.

Letterhead

PO Box 1234, Opp. Arab Bank, Al Quds Road, Ajman, United Arab EmiratesTel:+9716-745 77 55 , Fax:+9716-747 12 17, Email:[email protected], www.amina-hospitals.com

a part of Anglo Arabian Healthcare

1250

10

10


Size

A4: Overall dimensions 210mm x 297mm.

Paper stock : Mohawk Via, Vellum White/Bright White, 104 gsm Code VIA128370

Brandmark

The size and position of the Amina Hospitals brandmark is as shown right. The brandmark is positioned at the top right corner of the page. Prints Full Colour.


All dimensions shown are in millimeters.

English Letter



125025

10

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31st July 2013

Medical DirectorABC Medical CentrePO Box 12345Dubai, UAE

Dear Doctor,

Sub: Amina Brand Guidelines

Con minimim venami quis nostrud laboris nisi ut aliquip ex ea com dolor in reprehenderit involuptate nonumi. Mimimum veniami ex ea con dolor nisi ut aliquip consequat duis autem vel eum iruire dolor in endrerit, voluptate velit est.

Sit amet, consectetuer adipiscing elit, sed diam nonummie uismod tincidunt ut laroeet doloremagna aliquam erat voluptat. Consequat Duis autem vel eum iruire dolor in endrerit, volup tatevelit est. Sit amet, conse ctet uer adipiscing elit, sed diam nonummi.

Euismod tincidunt ut laroeet dolore magna aliquam erat voluptat illum dolore eu feugiat nullafacilitis ad vero eros et accususam et stro odio dignissim blandit praeset lupatum auge duis.Mimimum veniami ex ea con dolut wisi enin ad minim quis nostrud ad nostris pro amat.Sed aliquo ut nisi alter ego qid propter anno et cetera. Ullam venit cum permissio, alter ego cum frater et patris et mater.

Mimimum veniami ex ea con dolor nisi ut aliquip consequat duis autem vel eum iruire dolor in endrerit, voluptate velit est.Euismod tincidunt ut laroeet dolore magna aliquam erat voluptat illum dolore eu feugiat nullafacilitis ad vero eros et accususam et stro odio dignissim blandit praeset lupatum auge duis.Mimimum veniami ex ea con dolut wisi enin ad minim quis nostrud ad nostris pro amat.Sed aliquo ut nisi alter ego qid propter anno et cetera. Ullam venit cum permissio, alter ego cum frater et patris et mater.

Sit amet, consectetuer adipiscing elit, sed diam nonummie uismod tincidunt ut laroeet doloremagna aliquam erat voluptat. Consequat Duis autem vel eum iruire dolor in endrerit, volup tatevelit est. Sit amet, conse ctet uer adipiscing elit, sed diam nonummi.

Yours sincerely

Julie AdamsMarketing Director


Contact detailsSet in 8/9pt Helvetica Neue Arabic Regular, centered. Prints Warm Grey.

Typed letterSet in 11/14pt Helvetica Neue Arabic Regular ranged right. Prints black. Paragraphs are separated by one clear line space, with no indentations.

Start positionThe date starts 53mm from the top as shown right.

AddressThe address line starts one clear line space below the date as shown right.

Salutation, subject and body copyThe salutation starts two clear line spaces below the last line of the address. The subject begins two clear line spaces below the salutation. The body of the letter begins two clear line spaces below the subject as shown right.

Sign off The sign off appears one clear line space below the last line of the last paragraph. Three clear line spaces should be left before the name and title of the sender is typed.

Note: Maximum line length of body copy is 180mm. All dimensions shown are in millimetres.

Arabic Letter



125025

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.

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.

.


Size A4Overall dimensions 210mm x 297mm.

Paper stockMohawk Via, Vellum White/Bright White, 104 gsm Code VIA128370

BrandmarkThe size and position of the Amina brandmark is as shown right. The brandmark is positioned at the top right corner of the page. Prints Full Colour.


Continuation Sheet 1250

10


Business Card

SizeOverall dimensions 92mm x 54mm.

Paper stockMohawk Via, Vellum White/Bright White, 270 gsm Code VIA29-4385

BrandmarkThe size and position of the Amina brandmark is as shown right. The brandmark is positioned at the top right corner of the card. Prints Full Colour.

Name of personEnglish set in 7/9pt Museo Sans, ranged left. Prints Dove Grey. Arabic set in 7/9pt Helvetica Neue Arabic Roman, ranged right. Prints Dove Grey.

Job title & mobileEnglish set in 7/9pt Museo Sans ranged left. Prints Dove Grey. Arabic set in 7/9pt Helvetica Neue Arabic Roman, ranged right. Prints Dove Grey.

Contact detailsEnglish set in 7/8.4pt Museo Sans, ranged right. Prints Dove Grey. Arabic set in 7/8.4pt Helvetica Neue Arabic Roman, ranged right. Prints Dove Grey.

‘a part of Anglo Arabian Healthcare’English set in 6/7.2––pt Museo Sans, ranged right. Prints Dove Grey.

T: +971 04 285 0710, F: +971 4 1234 567 E: [email protected], www.amina-hospital.com

1234

5305

M: +971 509640858E: [email protected]

PO Box 1234, Opp. Arab Bank, Al Quds Road, Ajman, United Arab EmiratesTel:+9716-745 77 55 , Fax:+9716-747 12 17,

Email:[email protected], www.amina-hospitals.coma part of Anglo Arabian Healthcare

Julie AdamsMarketing DirectorM: +971 509640858E: [email protected]

5305

5

4

20


Compliment Slip


Paper stockMohawk Via, Vellum White/Bright White, 270 gsm Code VIA29-4385


‘With our compliments’English set in 14/16pt Museo Sans, ranged left. Prints Dove Grey. Arabic set in 14/16pt Helvetica Neue Arabic Roman, ranged left. Prints Warm Grey.


All dimensions shown are in millimetres.PO Box 1234, Opp. Arab Bank, Al Quds Road, Ajman, United Arab Emirates

Tel:+9716-745 77 55 , Fax:+9716-747 12 17, Email:[email protected], www.amina-hospitals.coma part of Anglo Arabian Healthcare

8408

8

8

With compliments


DL Envelopes


Paper stockWhite Hispapel

BrandmarkThe size and position of the Amina brandmark is as shown right. The brandmark is positioned at the bottom right corner. Prints Full Colour.



840

8




C3 Envelopes


Paper stockBrown Hispapel

BrandmarkThe size and position of the Amina brandmark is as shown right. The brandmark is positioned at the bottom right corner. Prints Full Colour.





20

2080

20


Facsimile

Size A4Overall dimensions 210mm x 297mm.

BrandmarkThe size and position of the Amina brandmark is as shown right. The brandmark is positioned at the top right corner of the page. Prints greyscale.

FacsimileThe starting point is at 65mm from the top. English set in 20/22pt Museo Sans, ranged left. Prints black. Arabic set in 22/22pt Helvetica Neue Arabic Roman,

Date, to, from, etcEnglish set in 10/12pt Museo Sans, ranged left. Prints black. Arabic set in 10/12pt Helvetica Neue Arabic Roman, ranged left. Line weight is 0.25pt. All lines print black.

Writing areaThe writing area is defined by the grey box shown right. The starting point is at 155mm from the top. The maximum writing area is 90mm.

Contact detailsSet in 8.5/10pt Museo Sans, centered. Prints black. Space after 2mm. ‘a part of Anglo Arabian Healthcare’Set in 7.5/9pt Museo Sans, centered. Prints black.

Note: Maximum line length of body copy is 90mm. All dimensions shown are

in millimetres.

50 25

12

40

25

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25

Privileged information may be contained in this fax and is intended only for the use o f the addressee. If you are not the addressee, please do not copy or deliver to anyone else other than the intended recipient. If you receive this fax by mistake, please telephone the sender. Thank you.

FACSIMILE

Date Fax Company Attention Pages Subject Ref FromIf you do not receive all the pages, please call us immediately. .

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Forms

Patient Medical RecordsSize A4Overall dimensions 210mm x 297mm.


HeadlineSet in 12/14pt Museo Sans, ranged left. Prints Dove Grey.

SubheadsSet in 10/12pt Museo Sans, ranged left. Prints Dove Grey.

NotesSet in 8/10pt Museo Sans, ranged left. Prints Dove Grey.

TableLine weight 0.25pt. Prints Dove Grey.



Date Department Doctor


This medical record is the property of Amina Hospitals

PATIENT MEDICAL RECORD FORM





Branded Applications

MarginsThe margin should be set at 12mm for an A4 page.

GridA 2x3-column grid is recommended for all portrait format print collateral. This grid is illustrated right by the blue linesThe column width is 59mm and the gutter is 4.5mm.

Brandmark size & positioningThe size of the brandmark could be 50mm for an A4 page. The preferred positioning of the brandmark is at the bottom right corner of the page as shown in Figure.The brandmark can also be positioned at the top right corner of the page, however the preferred positioning is the bottom right corner.

ImageryThe imagery used in Amina Hospitals applications must be carefully selected according to the imagery style.

Print CollateralLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh

Lorem ipsum

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Typi non habent claritatem insitam; est usus legentis in iis qui facit eorum claritatem. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius. Claritas est etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum. Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposuerit litterarum formas

Ypi Non Habent Claritate

Ypi Non Habent Claritate


Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh

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The billboard illustrates how the brand elements come together. It follows the same principles as all other communication pieces.For copy formatting, please refer Typography section of these Brand Guidelines.For colour values, please refer to colour specification chart section of these Brand Guidelines.For imagery style, please refer to Imagery section of these Brand Guidelines.

Billboard


Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed

The Mupis illustrates how the brand elements come together. It follows the same principles as all other communication pieces.For copy formatting, please refer Typography section of these Brand Guidelines.For colour values, please refer to colour specification chart section of these Brand Guidelines.For imagery style, please refer to Imagery section of these Brand Guidelines.

Mupis


The Banners illustrates how the brand elements come together. It follows the same principles as all other communication pieces.For copy formatting, please refer Typography section of these Brand Guidelines.For colour values, please refer to colour specification chart section of these Brand Guidelines.For imagery style, please refer to Imagery section of these Brand Guidelines.

Banners


Shown right is the email signature used for all Amina Hospitals staff. It follows the same principles as all other communication pieces.For copy formatting, please refer Typography section of these Brand Guidelines.For colour values, please refer to colour specification chart section of these Brand Guidelines.

Email Signature

Dear Name,

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Typi non habent claritatem insitam; est usus legentis in iis qui facit eorum claritatem. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius.

Many Thanks,

Julie AdamsMarketing Director

This is an e-mail from Anglo Arabian Healthcare. Its content are confidential to the intended recipient. If you are not the intended recipient, be advised that you have received this e-mail in error and that any use, dissemination, forwarding, printing or copying of this e-mail is strictly prohibited. It may not be disclosed to or used by anyone other than its intended recipient, nor may it be copied in any way. If received in error, please email a reply to the sender, then delete it from your system. Although this e-mail has been scanned for viruses, Anglo Arabian Healthcare cannot ultimately accept any responsibility for viruses and it is your responsibility to scan attachments (if any).

A part of Anglo Arabian Healthcare


The signage illustrates how the Amina Hospitals brandelements come together. It follows the same principlesas all other Amina Hospitals communication pieces.For brandmark usage, please refer to Brandmark section of these Brand Guidelines.For colour values, please refer to colour specification chart section of these Brand Guidelines.

Signage


The signage illustrates how the Amina Hospitals brand elements come together. It follows the same principles as all other Amina Hospitals communication pieces.

For brandmark usage, please refer to Brandmark section of these Brand Guidelines.

For colour values, please refer to colour specification chart section of these Brand Guidelines.

For imagery style, please refer to Imagery section of these Brand Guidelines.

External Signage


Uniforms for all front line receptionists, healthcare assistants, nurses, lab staff, Doctors and surgeons are compulsory and very important in terms of making sure that Amina Hospital staff members are smart, neat and professional. Name badges will also be compulsory.

Full details of each uniform kit is available together with a comprehensive uniform guide for your reference and shall form part of the overall Amina Hospital brand guidelines.

Uniforms

Name BadgeThe signage illustrates how the Amina Hospitals brand elements come together. It follows the same principles as all other Amina Hospitals communication pieces.

For brandmark usage, please refer to Brandmark section of these Brand Guidelines.

For colour values, please refer to colour specification chart section of these Brand Guidelines.

Mervin RebloraRadiographer


For Help and Guidance please contact

Julie Adams, Marketing Director at Anglo Arabian Healthcare

P.O. Box 78474, Office 101, First Floor, Ibn Rushd Building No. 33, Dubai Healthcare City, Dubai, United Arab Emirates

M +971 55 285 0710 T +971 44 528 452 F +971 44 528 536E [email protected] W www.angloarabian-healthcare.com


Amina Hospitals Corporate Identity and Brand Guidelines www.amina-hospitals.com

Copyright © Anglo Arabian Healthcare www.angloarabian-healthcare.com

ALWAYS THERE TO CARE

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