communication & brand guidelines€¦ · section 1 our brand c we help a child resolve crisis....

CONTACT

ADDRESSThe Center for Health Care Services

6800 Park Ten Blvd., Suite 200-S San Antonio, Texas 78213 United States

PHONE & FAX Phone: (210) 261-1000 Fax: (210) 261-1815

ONLINEWebsite: www.chcsbc.org

COMMUNICATION &BRAND GUIDELINES

The Center for Health Care Services

Communication and Brand Guidelines

Version: v1.1 // June 2017

SEC TION 1 Our Brand PAGE 1

SEC TION 2 Our Name and Logo PAGE 4

SEC TION 3 Fonts and Typography PAGE 7

SEC TION 4 Our Colors PAGE 11

SEC TION 5 External Relations PAGE 15

THE CENTER FOR HEALTH CARE SERVICES

COMMUNICATION &BRAND GUIDELINESTABLE OF CONTENTS

SEC TION 1

Our Brand

C We help a child resolve crisis.

C We help a family find peace and understanding.

C We help a homeless person transform and find solid ground.

C We help an addict restore independence, one day at a time.

C We help a veteran cope with the lasting trauma of war.

C We help adults and children with intellectual or developmental challenges discover productive independence.

C We help people with mental illness address the extraordinary stress of life.

C We are The Center for Health Care Services, where hope and healing begin.

Communication & Brand Guidelines 2

Our BrandThe Center for Health Care Services is represented by a logo, the use

of bright and lively colors, and highly legible typefaces. These elements

appear in signage and our communications. They are our face, our identity.

Our brand is represented by our tagline — “Where Hope and Healing

Begin.” We work to make it true with every contact we make with our

patients, families, partners, and community. We know that every person

we help is connected to a larger social network, and that transforming one

person’s life contributes to a healthier and happier community.

This Brand Standard, our publication templates, standard logos, and other

tools help put a common face on our organization. When this standard is

applied consistently, it raises awareness of the institution. But the feeling

people experience when they see our logo on signage, a billboard, or

a brochure is created by you — The Center’s staff. Your honesty, your

effective practice, your collaborative spirit, your service, your compassion,

and your attitude reflect on The Center and everything it stands for.

Represent us well; bring Hope and Healing to our community.

3 Communication & Brand Guidelines

HISTORY

The Center for Health Care Services was established in 1966 as the Mental Health/Mental Retardation Authority for Bexar County. In that role, we have administered federal, state and local resources to help adults and children with mental health challenges, intellectual/developmental disabilities and substance abuse addiction. In 2003, we changed our name from the Mental Health/Mental Retardation Authority for Bexar County to The Center for Health Care Services, reflecting the progressive understanding that “retardation” is no longer an accurate description of the difficulties our service population faces.

OUR MISSION

The Center for Health Care Services improves the lives of people with mental health disorders, substance abuse challenges and developmental disabilities.

Our services for adults, children, elderly and veterans include:

A Mental Health

A Intellectual and Developmental Disabilities

A Substance Abuse

OUR VISION

“Where Hope & Healing Begin”

Founded on the hopes of those we serve and driven by integrity, we believe in creating environments that inspire and promote:

A Respect for one another and empowerment for all

A Quality and accountability

A Creativity and innovation

OUR ORGANIZATION

We meet our mission with an organizational network of 56 programs in five divisions: Adult Behavioral Services, Children’s Behavioral Services, Restoration Services, Community & Transformational Services and Long Term Care Services. We employ more than 900 counselors, therapists, physicians, nurses, and administrators. Every person in any of our programs speaks for The Center for Health Care Services. While we have a broad range of services targeted toward specific sectors, we are one organization, and it is important to present our organization with a consistent and unified identity. The External Relations Office has developed this Brand Standard to help our varied agencies reflect the consistent identity.


SEC TION 2

Our Name and Logo

C Our Name

C Our Logo

C The Logo Elements

C Logo File Types

C Clearspace and Computation

C The Logo Application


1 2

3

4

OUR NAME

On first reference, and in our logos, signs and other indicia, we always use the complete name: The Center for Health Care Services. In subsequent reference, the acronym CHCS (all caps) can be used, or The Center (capitalized as shown) can be used. When the name of a program does not include the words “The Center for Health Care Services,” a tag indicating affiliation can be attached, i.e. “CenterCare Clinic, a program of The Center for Health Care Services.”

OUR LOGO

The logo is used on all CHCS publications, signage and other official and external communications. Authorized “versions” of the logo can be found on Center.net; call the External Relations Department, and we will send you an email with the appropriate link. This logo should NEVER be shared with outside contractors or other parties unless authorized in email or other written communications by the External Relations Department.

LOGO FILE TYPES

When communicating in print, always use the vector version of the logo — the PDF versions of the logo on Center.net are vector: these files can be reduced or enlarged (proportionately) to any size. There are JPG (bitmap) versions of the logo in the folder — these are only used for screen display, i.e. Internet or email purposes, and they should not be enlarged or reduced in size by more than 25%. Please note and comply with the following logo conventions.

The logo consists of four elements:

1 The Sunrise Road Graphic (Logo Bug)

2 The Logotype (Our Name)

3 Positioning Line (What We Do)

4 Tagline (Where hope and healing begin.)

All four of these elements should always be included. The logo is horizontal — do not split the elements apart and restack them or change the relative sizes of any of the three elements. Do not use the Sunrise Road graphic (logo bug) separate from the logo unless authorized by the External Relations Department.

THE LOGO ELEMENTS


LOGO CONSTRUCTION, CLEARSPACE AND COMPUTATION

It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the mark of the the symbol itself and our company name.

Never attempt to recreate or modify the logo— the elements within have been closely considered — they have a fixed relationship that should never be changed in any way.

CLEARSPACE Definition

Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.

Computation

To work out the clearspace take the height of the words “The Center” in the logotype.

x x

x x

x x x

INCORRECT LOGO APPLICATIONS

1

2

3

4

Do not:

1 Alter the configuration of

the logo elements

2 Alter the colors in the logo

3 Alter the logotype.

4 Distort the logo in any way.


SEC TION 3

Fonts and Typography

C Primary Typeface—Cronos Pro

C Secondary Typeface—Times New Roman

C Internal Usage Typeface—Trebuchet MS


FONTS AND TYPOGRAPHYTypography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all of The Center’s communications. We have selected Cronos Pro and Times New Roman as the primary and secondary typefaces.

PRIMARY FONT

CRONOS PRODESIGNER ROBERT SLIMBACH

ABOUT THE FONT

Cronos Pro® is a humanist sans serif typeface released by Adobe in 1996. The style of the Cronos typeface is taken from Italian Renaissance calligraphy but with a modern lilt.

In addition to the weights listed to the right, Cronos Pro® comes with many variants with special kerning and weight modifications for specific layouts.

These variants are: Caption, Subhead and Display

The Center employs Chronos Pro for Display (headlines, subheads and banners) in our external publications. The font is primarily employed by the External Relations office and its contracting designers. Internal programs do not need to purchase or install Cronos Pro.

CRONOS PROLIGHT A B C D E F G H I J K L M

N O P Q R S T U V W X Y Za b c d e f g h i j k l mn o p q r s t u v w x y z0 1 2 3 4 5 6 7 8 9 0! ? “ $ % & / ( ) = ` ; :

REGULAR A B C D E F G H I J K L MN O P Q R S T U V W X Y Za b c d e f g h i j k l mn o p q r s t u v w x y z0 1 2 3 4 5 6 7 8 9 0! ? “ $ % & / ( ) = ` ; :

SEMIBOLD A B C D E F G H I J K L MN O P Q R S T U V W X Y Za b c d e f g h i j k l mn o p q r s t u v w x y z0 1 2 3 4 5 6 7 8 9 0! ? “ $ % & / ( ) = ` ; :

BOLD A B C D E F G H I J K L MN O P Q R S T U V W X Y Za b c d e f g h i j k l mn o p q r s t u v w x y z0 1 2 3 4 5 6 7 8 9 0! ? “ $ % & / ( ) = ` ; :


PRIMARY FONT

TIMES NEW ROMANDESIGNER STANLEY MORISON

ABOUT THE FONT

Times New Roman gets its name from the Times of London, the British newspaper. In 1929, the Times hired typographer Stanley Morison of Monotype, a British font foundry, to create a new text font.

The Center employs Times New Roman for Body Copy (Text) in all of our publications, letters and other communications. Times New Roman is commonly available in Microsoft Windows applications.

TIMES NEW ROMANREGULAR A B C D E F G H I J K L M


ITALIC A B C D E F G H I J K L MN O P Q R S T U V W X Y Za b c d e f g h i j k l mn o p q r s t u v w x y z0 1 2 3 4 5 6 7 8 9 0! ? “ $ % & / ( ) = ` ; :


BOLD ITALIC A B C D E F G H I J K L MN O P Q R S T U V W X Y Za b c d e f g h i j k l mn o p q r s t u v w x y z0 1 2 3 4 5 6 7 8 9 0! ? “ $ % & / ( ) = ` ; :


PRIMARY FONT

TREBUCHET MSDESIGNER VINCENT CONNARE

ABOUT THE FONT

Trebuchet MS is a humanist sans-serif typeface designed for the Microsoft Corporation in 1996. It is named after the trebuchet, a medieval siege engine. The name was inspired by a puzzle question that Connare heard at Microsoft headquarters.

The Center employs Trebuchet MS for headlines and subheads in screen display and internal publications. Trebuchet MS is already available in most applications on Microsoft Windows platforms.

TREBUCHET MSREGULAR A B C D E F G H I J K L M


ITALIC A B C D E F G H I J K L MN O P Q R S T U V W X Y Za b c d e f g h i j k l mn o p q r s t u v w x y z0 1 2 3 4 5 6 7 8 9 0! ? “ $ % & / ( ) = ` ; :


BOLD ITALIC A B C D E F G H I J K L MN O P Q R S T U V W X Y Za b c d e f g h i j k l mn o p q r s t u v w x y z0 1 2 3 4 5 6 7 8 9 0! ? “ $ % & / ( ) = ` ; :


SEC TION 4

Our Colors

C The Color System

C Blending Modes for Images


THE COLOR SYSTEM AND COLOR CODESColor plays an important role in The Center’s identity program. The colors below are recommended for use various media. Consistent use of these colors will contribute to the cohesive and harmonious look of The Center’s brand identity across all relevant media. Check with your designer or printer when using the corporate colors that they will be always be consistent.

COLOR SYSTEM

Explanation The Center for Health Care Services has three official colors: Blue, Yellow and Green. These colors have become a recognizable identifier for the organization.

Usage: Use them as the dominant color palette for all internal and external visual presentations of The Center.

PRIMARY COLOR

BLUECOLOR CODESCMYK : C100 M046 Y002 K000Pantone : 3005C RGB : R000 G117 B201 Web : #0075c9

COLOR TINTS

100 % 80% 60% 40% 20%

THE GRADIENT

Blue Gradient

SECONDARY COLOR

YELLOWCOLOR CODESCMYK : C000 M018 Y100 K000Pantone : 116C RGB : R255 G206 B000 Web : #ffce00

COLOR TINTS

100 % 80% 60% 40% 20%

THE GRADIENT

Yellow Gradient


CO LO R S AR E O N E O F TH E MO ST IMP O RTANT TH I N GS TO TR ANSFER A BR AN D TO TH E CUSTOMER S .

TERTIARY COLOR

GREENCOLOR CODESCMYK : C096 M010 Y100 K000Pantone : 347C RGB : R000 G153 B070 Web : #009946

COLOR TINTS

100 % 80% 60% 40% 20%

THE GRADIENT

Blue Gradient

ACCENT COLOR

ORANGECOLOR CODESCMYK : C000 M071 Y100 K000Pantone : 158C RGB : R255 G108 B000 Web : #FF6C00

COLOR TINTS

100 % 80% 60% 40% 20%

THE GRADIENT

Blue Gradient


CO LO R S AR E O N E O F TH E MO ST IMP O RTANT TH I N GS TO TR ANSFER A BR AN D TO TH E CUSTOMER S .

BLENDING MODES FOR IMAGESSometimes, the designer seeks to express the drama of a monochromatic image, but also carry the color pallete to reinforce Center branding. Image effects and blending modes achieve this goal while organizing content and other graphical elements that are used in layouts. This effect is only used by External Relations designers.

EXAMPLES FOR PHOTO BLENDING MODES

How to:

1) use it in black and white images

2) use a placeholder with a yellow background

3) adjust the layer style to “multiply”


SEC TION 5

External Relations

C Marketing Collateral

C Advertising

C Public Relations & Media Management

C Special Events

C Community Outreach

C Promotional Item Request

C Facility Tours

C Speaker Requests


MARKETING COLLATERALPROGRAM BROCHURESThe External Relations department can help you create a program brochure that is consistent with our Brand Standards and communicates your mission and community impact.

A Brochure Template: Please contact the External Relations department to obtain a brochure template. The program will be responsible for completing the template and submitting it back to External Relations.

A First Draft: Once the template has been submitted, the External Relations department will begin designing the brochure. The first draft will be available for review within 7 to 10 business days.

A First Round of Editing: Once the first draft has been received, the program will distribute to key staff members for input, and begin collecting edits. These edits will then be sent to External Relations for incorporation. This process works best when there is one program point-person collecting and submitting all edits to External Relations.

A Second Draft: Once External Relations receives all input/edits, we will make the second round of edits, and send back to the program point-person for distribution. Please allow 3 to 5 business days for this process.

A Second Round of Editing: Upon receiving the second round of edits from the program point-person, External Relations will make these edits and send back to the program point-person for final review. Please consider these edits as final edits. Please allow up to 3 business days for this process.

A Final Review/Approval: At this point, the program has reviewed the brochure 3 times and has had 2 opportunities to make edits. External Relations anticipates final approval at this stage. If there are additional edits beyond this point, External Relations will incur additional design fees, and will request reimbursement from the program.

A Print-Ready File/Printing: Once the program has approved the brochure, External Relations will create a print-ready file and can coordinate a print job with the CHCS print shop. Please allow 2 to 3 business days for printing.

A How to Access the Brochure: The final approved PDF (print-ready file) will be saved on the shared X Drive at the following location:

X:\External Relations - All Staff\Approved Brochures

This folder houses the most current versions of all CHCS brochures. If you need to access the brochure for any reason, please use the file located in the shared folder.

External RelationsThe External Relations Department brings professional marketing

communications consultation, branding and design to communicate the

Mission and community impact of The Center for Health Care Services.

We are a one-stop shop for marketing, public relations, advertising, special

event management and community outreach, serving all of the programs

and departments in our organization. How may we assist you?


POWERPOINT PRESENTATIONIn an effort to better maintain our Brand Standards, a universal template has been created for all CHCS PowerPoint presentations. This template is accessible on Center.net or by calling the External Relations department.

FLYERS & POSTERSThe External Relations department can also assist you in creating other types of marketing collateral, including flyers, banners, and/or posters depending on your need. Please allow at least 5 business days for the production process, approximately 3 business days for editing, and 2 to 3 business days for the printing process. At times, the printing process may need to be outsourced depending on paper size. Please be aware that these print jobs can take up to 10 business days depending on the project.

STATIONERY PACKAGEThe External Relations department oversees the design of the stationery package including letterhead, envelopes and business cards. New business cards or reorders may go through the CHCS print shop. Please do not recreate the company letterhead and/or try to change the standard business card template.

BRAND MANAGEMENTIn order to keep our messaging and identity consistent, we ask that you refrain from creating your own marketing collateral for external use. This includes logos, brochures, flyers, posters, websites and social media platforms. If, however, the program is required to have a separate identify and/or social media presence based on the scope of a grant, please contact the External Relations department for assistance.

ADVERTISING

The External Relations department oversees all advertising efforts for The Center for Health Care Services. If your program needs to advertise, the External Relations department can negotiate the ad buy, placement and schedule as well as create the ad based on the program’s needs and target market. Please contact the External Relations department at least 4 weeks (20 business days) prior to the anticipated run date.

PUBLIC RELATIONS & MEDIA MANAGEMENT

The External Relations department will oversee all public relations efforts for The Center for Health Care Services including media management. If your program has a story idea or a success story, please let us know.

What makes something newsworthy: timeliness, proximity, prominence, conflict/drama, impact/consequence, novelty, and human interest. Because the people, programs, and services offered at The Center for Health Care Services are unmatched by any other organization in Bexar County, CHCS is in a good position to serve as the local, subject-matter expert in many areas including mental and behavioral health and substance abuse.

The nature of the work we do requires subject-matter sensitivity and confidentiality. Because of this, it is important that any/all media interaction is done in a controlled environment. If you are approached by a member of the media, or the media shows up at your location unannounced, please re-direct them to the External Relations department. It is also important that you notify the External Relations department as soon as possible. Please do not agree to speak with the media or answer any questions.


SPECIAL EVENTS

The External Relations department can assist you with your special-event needs for grand openings, awareness day campaigns and other events. In order to allow for ample time to plan and execute, please contact the External Relations department at least 45 business days prior to the proposed event date.

Turnkey services include the following:

A Planning and Logistics: Includes discovery meeting with program and creation of timeline and scope-of-work. Also includes site visits.

A Invitation & RSVP Management: Includes the creation of digital and/or hard copy invitation, collection of invitee contact information, and RSVP management. Also includes public announcement and advertising if needed.

A Program/Press Conference: Includes the creation of a program agenda, speaking points and media advisory/press release, if necessary. Also includes identifying and inviting dignitaries and program speakers.

A Vendor Services: Includes equipment rental, catering services, photography services, event décor and purchase of special occasion promotional items.

A Event Management: Includes “day of” staffing for setup and break down of all equipment and/or catering services. Also includes media management in the event of a press conference.

A Budget Management: The External Relations department will work within an identified budget and update the program on expenditures prior to or immediately following the event as specified by the program. The program will be responsible for all costs associated with the special event.

COMMUNITY OUTREACH

COMMUNITY EVENT PARTICIPATIONBeing engaged in the Bexar County community is vital to fulfilling the CHCS mission. The External Relations department is always looking for opportunities to participate in community-wide events such as health and back-to-school fairs. If your program would like to participate in a community event or, if you know of an upcoming opportunity that CHCS should be a part of, please contact the External Relations department for assistance with tablecloths, literature, logistics, and promotional items.

PROMOTIONAL ITEM REQUESTThe External Relations department keeps a small inventory of promotional items for company-wide use or, for larger groups, we can assist you in ordering these items directly.

A Tablecloths: we currently have 2 standard tablecloths with the CHCS name and logo for company-wide use. If you have an upcoming event and require a tablecloth, please contact the External Relations department at least 1 week in advance.

A Promotional Items (In-House Stock): If you require promotional items for an upcoming event, please contact the External Relations department to place your order at least 1 week in advance.

B In most cases, External Relations will comp the first 100 units of any item we have in stock. Quantities that exceed 100 items will be charged back to the program, and may require additional ordering and shipping.

B The in-house menu usually consists of the following items bearing our logo and branding: hand-sanitizer, pens, pencils, stress balls and Post It notes. Please check with External Relations for current inventory.


A Ordering Promotional Items (Domestic): If you wish to order a promotional item(s) that we do not stock in-house, or if you need a quantity greater than 100 units, your order will typically take 3 weeks to arrive if shipped domestically. You may contact the External Relations department for assistance.

A Specialty Promotional Items (International): Specialty items are manufactured internationally and typically take at least 30 days to arrive. Please contact the External Relations department for assistance.

FACILITY TOURSThe Center for Health Care Services is nationally recognized for our programs, services and community collaboration. To better educate the Bexar County community as well as municipalities around the country about our programs and services, we offer organized group tours upon request and availability. The External Relations department coordinates all tours, and can provide recommendations for travel accommodations including hotel and transportation.

General guidelines for tours include:

A Tours are booked on a first-come, first-served basis and are offered on the 1st and 3rd Tuesday and Thursday of each month.

A Tour requests should be made at least 1 month in advance of proposed tour date.

A Tours should be limited to groups no smaller than 5 visitors and no larger than 10 visitors.

A Tours are not provided to individuals, non-organized groups or groups under the age of 18.

A Tours will not be provided during non-business hours and/or on weekends or holidays.

A Photographs, video, interviews with our patients or providers, and other documentation is strictly regulated and bound by HIPAA considerations. Any related activities must be cleared in advance of the tour.

A If a tour group requests to bring a member of the media, the External Relations department will need to provide clearance.

A CHCS will not provide transportation for the group.

If you know of an upcoming tour, or a group that is interested in touring your facility, please contact the External Relations department for further assistance.

SPEAKER REQUESTSSPEAKERS BUREAU

As the subject-matter expert in the fields of mental and behavioral health and substance abuse solutions, The Center for Health Care Services employs a voluntary Speakers Bureau to better educate the Bexar County community.

As groups request presentation topics, the External Relations department will match requests to the Bureau member who can best speak to that topic.

If you or someone in your program is particularly qualified to speak to specific issues, and has an interest in participating in the Speakers Bureau, please let us know.

As a courtesy to the members of the CHCS Speakers Bureau, the External Relations department will make every attempt to send the request at least 3 weeks prior to the proposed event date.


CONTACT

ADDRESSThe Center for Health Care Services

6800 Park Ten Blvd., Suite 200-S San Antonio, Texas 78213 United States

PHONE & FAX Phone: (210) 261-1000 Fax: (210) 261-1815

ONLINEWebsite: www.chcsbc.org

COMMUNICATION &BRAND GUIDELINES

communication & brand guidelines€¦ · section 1 our brand c we help a child resolve crisis....

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