graphic standards - stdavids-graphics.com · corporate letterhead corporate envelope glossary...

Contents

1 Basic Standards

Logos

Area of Isolation

Signage Guidelines

Correct/Incorrect Usage of Color

Incorrect Color Specs

2 Stationery Standards

Typography

Business Cards

Corporate Letterhead

Corporate Envelope

Glossary

Graphic Standards

Brand Integrity

As the scope of St. David’s HealthCare continues to grow, brand intergrity becomes increasing important.

To maintain a constant level of exemplary care, every employee will be responsible for positioning the facility where they work as a cohesive unit under St. David’s HealthCare, where quality and patient satisfaction are synonymous with expertise and excellence.

Corporate communications plays a vital role in the success of our organization. Each communication that carries the St. David’s HealthCare brand also carries with it a message about our reputation and influence within our profession and community.

Without proper graphic standards, our corporate identity, and therefore, our brand integrity, is compromised and can become vulnerable.

Your adherence to the graphic standards manual is appreciated and beneficial to every employee. When used properly, and by all, this manual serves as the guiding influence that strengthens our public image, therefore impacting everyone we serve.

This portion of the manual gives strict instructions for correct usage of the St. David’s HealthCare logo and other influencing factors of our corporate identity. It explains both written and pictorially the area of isolation, primary and secondary logotype, explanation of division, correct and incorrect color usage, and color specifications.

St. David’s HealthCare brand logotypes should always look exactly as they are shown in this section. They should never be altered, re-spaced or re-designed in any way and, no matter how close a match, no other type styles may be used.

St. David’s HealthCare Brand LogotypeThe St. David’s HealthCare brand logotype has St. David’s on the left, in St. David’s Gold and HealthCare on the right, in St. David’s Blue, with a line in St. David’s Gold underneath the entire logo. The St. David’s is based on the typeface Univers 75 Black with the “t” replaced with a cross graphic. HealthCare is displayed in typeface Adobe Garamond SemiBold SC.

St. David’s Facility Brand LogotypesSt. David’s facility brand logotypes have both St. David’s Gold and Blue with a line of separation in St. David’s Gold. This line is between St. David’s on the left, which is in St. David’s Gold and the facility name on the right, which is in St. David’s Blue, with a linein St. David’s Gold underneath the entire logo.

NeuroTexas Institute® Brand LogotypesThe NeuroTexas Institute® at St. David’s HealthCare brand logotype follows different rules than the St. David’s facility brand logotypes. NeuroTexas Institute at St. David’s HealthCare is in St. David’s Blue displayed in the typeface Adobe Garamond SemiBold SC. Below NeuroTexas Institute, separated by a line in St. David’s Gold, is St. David’s HealthCare in St. David’s Gold displayed in the typeface Univers 75 Black. The “t” in St. David’s should NOT use the cross graphic. The registered trademark symbol must ALWAYS appear after Institute in St. David’s Gold.

Basic Standard Logos

1.1

St. David’s Rehabilitation Brand LogotypesSt. David’s Rehabilitation facility brand logotypes follow rules similar to the facility brand logotypes. A gold line should be between St. David’s on the left, in St. David’s Gold and Rehabilitation on the right, in St. David’s Blue, with a line in St. David’s Gold underneath the entire logo. The satellite facilities have the location name below the gold line underneath Rehabilitation. The typeface for the location is Adobe Garamond SemiBold SC and is scaled at 80 percent of Rehabilitation.

St. David’s Center/Institute Brand LogotypesSt. David’s Center/Institute brand logotypes follow similar rules as the NeuroTexas Institute® brand logotype. The Center/Institute name is in St. David’s Blue and displayed in the typeface Adobe Garamond SemiBold SC. Below the name, separated by a line in St. David’s Gold, is the main facility name associated with that particular center/institute. The facility name is in St. David’s Gold and displayed in the typeface Univers 75 Black. The cross graphic should NOT be used as the “t” in the main facility name. St. David’s Urgent Care Brand LogotypesSt. David’s Urgent Care brand logotypes follow rules similar to the facility brand logotypes. A gold line is between St. David’s on the left, in St. David’s Gold and Urgent Care on the right, in St. David’s Blue, with a line in St. David’s Gold underneath the entire logo. The location name is below the gold line underneath Urgent Care. The typeface for the location is Adobe Garamond SemiBold SC and is scaled at 80 percent of Urgent Care. Below the location name is the name of the main facility associated with that particular Urgent Care location. The facility name is in St. David’s Gold and displayed in the typeface Univers 75 Black. The cross graphic should NOT be used as the “t” in the main facility name.

St. David’s Women’s Center of Texas Brand LogotypeThe St. David’s Women’s Center of Texas logotype follows different rules from the facility brand logotypes. Here, the St. David’s Blue line is between St. David’s on the left, in St. David’s Gold and Women’s Center is on the right, in St. David’s Blue, with a line in St. David’s Blue underneath the entire logo. The St. David’s Blue line stops short of “of Texas,” displayed in St. David’s Gold.

Only St. David’s HealthCare, the main facility logotypes, and the rehabilitation logotypes have a stacked logo option. The use of this logotype MUST be approved by the facility marketing director.

Please refer to the following artwork for examples of each logo. This is the standard to which all St. David’s HealthCare materials will adhere.

Secondary Stacked Logo Option

1.2

St. David’s HealthCareBrand Logotype

St. David’s Main FacilityBrand Logotype

NeuroTexas Institute®at St. David’s HealthCare

Brand Logotype

1.3

Rehabilitation Brand Logotypes

1.4

Center/Institute Brand Logotypes

1.5

St. David’s Urgent CareBrand Logotype

Women’s Center of TexasBrand Logotype

Secondary Stacked Logo Option*

*requires approval from

marketing director for use

1.6

Basic StandardsArea of Isolation

An area of isolation is the part surrounding the logo. There must be a certain amount of white space (area of isolation) around the logo on all sides. This area is represented by X and is equal to the height of the lowercase “v” in “St. David’s.” The area of isolation cannot have any text, slogans or other design elements within it.

The guidelines for the area of isolation must be followed in all logo uses.

EPS (for print only)Vector-based graphics can be printed at any size/resolution and maintain their quality.

Usage: Print ads/collateral, shirts, hats, pens, signs, banner, stationery, etc.

JPEG (for visual reference on computer monitor or broadcast screen only)Low resolution raster images will often not look good for print because so much information had been discarded in compression.

Usage: Web, PowerPoint, on-screen applications.

EPS vs. JPEG

1.7

Signage Guidelines 1. In all instances, where permissible by the landlord, the signage at St. David’s HealthCare facilities should be four colors, and consistent with the graphic standards manual. 2. When landlord restrictions don’t permit variations, changes must be approved by the facility’s marketing director and the vice president of corporate services.

3. For urgent care clinics, door signage must be present and should reflect the name of the facility in the nearest proximity.

4. Austin Architectural Graphics, (512) 473-2075, is the preferred vendor for creating signage. All other vendors must be approved by the facility’s marketing director.

All drafts and final proofs must be approved by the senior vice president of strategic planning and development for St. David’s HealthCare.

1.8

Primary Two-Color UsageWhen reproducing a St. David’s HealthCare logo with two colors, you must use St. David’s Gold and Blue as the primary colors on either a white or black background. This exact match must be used on all signage and stationery. If it is impossible to duplicate exactly, then the closest possible match will be used.

Secondary Two-Color UsageWhen approved by a marketing director, the St. David’s Blue in a St. David’s logo may be changed to black. Keep in mind that this is a secondary option and requires approval before use.

One Color UsageIn instances where a one-color logo is used, it is preferable to print black or white (reversed) letters with the background matching White, St. David’s Blue or St. David’s Gold.

Background Color UsageAcceptable background colors include: white, black and/or light colors up to a 20 percent value or a color equal. Other background colors must be approved by a marketing director.

For proper color standards in Pantone, CMYK, RGB and Web-safe formats, refer to the details on the correct color usage page.

Unacceptable ColorIt is unacceptable to use any other colors than the above mentioned. If you have any questions or concerns about what colors to use, please contact St. David’s HealthCare marketing department at (512) 482-4140. These guidelines also apply to all St. David’s HealthCare divisions.

Correct Color Usage

St. David’s Gold

coated paper:

PANTONE® 465 C

uncoated paper:

PANTONE® 465 U

CMYK:

20% C, 32.2% M, 58% Y

RGB:

80% R, 63% G, 37% B

Web-Safe:

999966

St. David’s Blue

coated paper:

PANTONE® 300 C

uncoated paper:

PANTONE® 300 U

CMYK:

100% C, 44% M

RGB:

4% R, 35% G, 65% B

Web-Safe:

0066CC

The colors shown on this page

and throughout the manual have

not been evaluated by Pantone,

Inc. for accuracy and may not

match the PANTONE Standards.

PANTONE® is the property

of Pantone, Inc.

1.9

Correct Color Usage

Incorrect Color Usage

1.10

St. David’s HealthCare business cards must be 3.5" x 2".

LogoThe logo should be positioned .125" from the left edge of the card and .125" from the top of the card, with a .5" distance between the top of the card and the horizontal line of the logo. The horizontal line should extend .5" from the right edge of the paper. Use the standard two-color version for placement on a white background.

Address BoxThe address box is positioned at the bottom right corner of the business card, 1.25" from the bottom of the page and 1.25" from the right edge of the card. This box contains five sections of information: the telephone line, the fax line, the additional phone line, the address and the Web site. The size of each section, except for the address section, is .164" tall. The address section is .582" tall. To the left of the phone, fax, and additional phone line is a label box measuring .25" wide.

Telephone Number, Facsimile (fax) NumberThe telephone number, facsimile (fax) number and any extra contact numbers are set in Univers 55 Regular, 7.5 pt. with a 12.125 pt. leading. The abbreviations (Tel., Fax., etc.) are all set in Adobe Garamond Semibold SC 8.5 pt. with a 12.125 pt. leading for the letters. Only “Tel.” and its number should appear in St. David’s Blue, the other abbreviations and numbers should be printed in the St. David’s Gold.

Address The address is set in Adobe Garamond Semibold SC, 8 pt. with 10 pt. leading for letters and 7 pt. with 10 pt. leading for numbers. The address appears in St. David’s Gold. There is enough space for a maximum of four lines of information in this section.

Web Site Address The Web site address should be St. David’s Blue and set in Univers 55 Regular, 7.0 pt. It is placed within the box closest to the bottom of the card.

Employee NameThe employee name should be printed in St. David’s Blue with the font AdobeGaramond SemiBold SC, 11 pt. size with 12.125 pt. leading. This should be centeredbetween the left edge of the card and the address box. The title/position and e-mailaddress need to be centered under the employee name in St. David’s Gold. The title/position is in Adobe Garamond Semibold SC, 8 pt. with an 8 pt. leading, while theemail address is in Univers 55 Regular, 7 pt. with 12.25 pt. leading.

Stationery StandardsBusiness Card

2.1

Stationery StandardsBusiness Card

First M. LastTitle /Position

[email protected]

Tel. XXX.XXX.XXXX

Fax. XXX.XXX.XXXX

Xxx. XXX.XXX.XXXX

1800 San Jacinto Center98 San Jacinto Blvd 78701P.O. Box 1788Austin, Tx 78767-1788stdavids.com

Letters:Adobe Garamond

SemiBold SC8.5 pt./12.125 pt.

Numbers:Univers 55 Regular

7.5 pt./12.125 pt.

.164"

.164"

.164"

.164"

.582"

Letters:Univers 55 Regular

7.0 pt.Letters: Univers 55 Regular7.0 pt./12.125 pt.

Letters: Adobe Garamond SemiBold SC8.0 pt./10.0 pt.

Numbers: Adobe Garamond SemiBold7.0 pt./10.0 pt.



.632"

.793" .25"1.25"

.125

"

.5"

1.25"

• Centered


[email protected]

Tel. XXX.XXX.XXXX

Fax. XXX.XXX.XXXX

Xxx. XXX.XXX.XXXX





7.5 pt./12.125 pt.

.164"

.164"

.164"

.164"

.582"







.632"

.793" .25"1.25"

.125

"

.5"

1.25"

• Centered


[email protected]

Tel. XXX.XXX.XXXX

Fax. XXX.XXX.XXXX

Xxx. XXX.XXX.XXXX





7.5 pt./12.125 pt.

.164"

.164"

.164"

.164"

.582"







.632"

.793" .25"1.25"

.125

"

.5"

1.25"

• Centered


[email protected]

Tel. XXX.XXX.XXXX

Fax. XXX.XXX.XXXX

Xxx. XXX.XXX.XXXX





7.5 pt./12.125 pt.

.164"

.164"

.164"

.164"

.582"







.632"

.793" .25"1.25"

.125

"

.5"

1.25"

• Centered

2.2

All letterhead must be 8.5" X 11".

LogoThe logo should be placed in the top left corner of the letterhead, 1" from the top ofthe paper and .5" from the left edge of the paper with the horizontal line extending .5"from the right edge of the paper. Use the standard two-color version for placement ona white background.

Address BoxThe address box is positioned at the bottom right corner of the letterhead, .5" fromthe bottom of the page and 1.5" from the right edge of the card. This box containsfive sections of information: the telephone line, the fax line, the additional phone line, the address and the Web site. The size of each section except for the address section is .164" tall. The address section is .582" tall. To the left of the phone, fax, and additional phone line is a label box measuring .25" wide.

Telephone Number, Facsimile (fax) NumberThe telephone number, facsimile (fax) number and any extra contact numbers are setin Univers 55 Regular, 7.5 pt. with a 12.125 pt. leading. The abbreviations (Tel., Fax.,etc.) are all set in Adobe Garamond Semibold SC 8.5 pt. with a 12.125 pt. leading forthe letters. Only “Tel.” and its number should appear in St. David’s Blue; the otherabbreviations and numbers should be printed in the St. David’s Gold.

Address The address is set in Adobe Garamond Semibold SC, 8 pt. with 10 pt. leading forletters and 7 pt. with 10 pt. leading for numbers. The address appears in St. David’s Gold. There is enough space for a maximum of four lines of information.

Web Site Address The Web site address should be St. David’s Blue and set in Univers 55 Regular, 7.0 pt.It is placed within the box closest to the bottom.

Executive LetterheadExecutive letterheads should have the first, middle and last names in St. David’s Blue, set in Adobe Garamond SemiBold SC 11 pt. font with 12.125 leading. The executive’s titleshould follow the name underneath in St. David’s Gold, also set in Adobe GaramondSemiBold SC in 8 pt. font with 8 pt. leading. This only applies to executives; all othersfollow the rules above. Line up the bottom of the title to the bottom of the divisionname in the logo.

Stationery StandardsLetterhead

Typeface Families

St. David’s HealthCare has

two typeface styles. The

primary font is

Univers 75 Black and the

secondary font is Adobe

Garamond SemiBold SC. For

all visual communications,

exclusively use these two type

styles. The only acceptable

variations exist within their

respective typeface families.

Including Univers Regular,

Light, Bold Oblique in 45,

55, 65, 75, 85 fonts and

Garamond Semibold, Italic,

and Bold.

Times Roman Regular is the

most widely used body copy

for correspondence through

faxes, letterhead text, etc. The

standard size to use is

11 pt. with 14 pt. leading

between sentences. Most of

the time, Microsoft Word

automatically spaces 14 pt. in

single spaced paragraphs.

2.3


HealthCare Brand Logotype

Tel. XXX.XXX.XXXX

Fax. XXX.XXX.XXXX

Xxx. XXX.XXX.XXXX

1800 San Jacinto Center98 San Jacinto Blvd 78701P.O. Box 1788Austin, Tx 78767-1788


stdavids.com

.164"

.164"

.164"

.164"

.582"

.781" 6.245"

.746"

.5"

1.00"

.5"


7.0 pt.

November 12, 2002

Mr. John SmithAny Corporation USA1234 Any StreetAnytown, USA 12345

Dear John:

The public rarely sees a letterhead without a typewritten message on it. When a letter is typedon the corporate letterhead, in a sense, the design of the letterhead is completed. The style orformat of the letter is an important part of the overall design of our company's stationery.

This is an example of one typewritten format on company stationery. As you can see, all of thetypewritten elements are "flush left" on the page. Everything aligns with the logotype at the topof the page and with the address line at the bottom of the page. This format is double-spacedbetween paragraphs but single-spaced within the paragraph. There are no paragraph indentations.The date and complimentary close are also aligned flush left with the paragraphs.

This particular letter format presents a very clean and businesslike appearance. A consistenttypewritten style as well as an error-free letter will communicate an image of our company asvery organized, competent and professional.

Sincerely,

John Jones

JJ/vc





• for executive stationery only.




7.5 pt./12.125 pt.

Times Roman11 pt./14 pt.

.25"

1.25"

.5"

Primary Typeface

Univers 75 Black

Univers 75Black Oblique

Univers 45 Light

Univers 45Light Oblique

Univers 55 Regular

Univers 55Regular Oblique

Univers 65 Bold

Univers 65Bold Oblique

Univers 85Extra Black

Univers 85Extra Black Oblique

Secondary Typeface

Adobe GaramondSemiBold SC

Adobe Garamond Regular

Adobe Garamond Italic

adobe garamondsemiBold

Adobe GaramondSemiBold Italic

Adobe Garamond Bold

Adobe GaramondBold Italic

2.4


Facility Brand Logotype

Primary Typeface

Univers 75 Black

Univers 75Black Oblique

Univers 45 Light

Univers 45Light Oblique

Univers 55 Regular

Univers 55Regular Oblique

Univers 65 Bold

Univers 65Bold Oblique

Univers 85Extra Black

Univers 85Extra Black Oblique

Secondary Typeface

Adobe GaramondSemiBold SC

Adobe Garamond Regular

Adobe Garamond Italic

adobe garamondsemiBold

Adobe GaramondSemiBold Italic

Adobe Garamond Bold

Adobe GaramondBold Italic

Tel. XXX.XXX.XXXX

Fax. XXX.XXX.XXXX

Xxx. XXX.XXX.XXXX

1800 San Jacinto Center98 San Jacinto Blvd 78701P.O. Box 1788Austin, Tx 78767-1788


stdavids.com

.164"

.164"

.164"

.164"

.582"

.781" 6.245"

.746"

.5"

1.00"

.5"


7.0 pt.

November 12, 2002

Mr. John SmithAny Corporation USA1234 Any StreetAnytown, USA 12345

Dear John:

The public rarely sees a letterhead without a typewritten message on it. When a letter is typedon the corporate letterhead, in a sense, the design of the letterhead is completed. The style orformat of the letter is an important part of the overall design of our company's stationery.

This is an example of one typewritten format on company stationery. As you can see, all of thetypewritten elements are "flush left" on the page. Everything aligns with the logotype at the topof the page and with the address line at the bottom of the page. This format is double-spacedbetween paragraphs but single-spaced within the paragraph. There are no paragraph indentations.The date and complimentary close are also aligned flush left with the paragraphs.

This particular letter format presents a very clean and businesslike appearance. A consistenttypewritten style as well as an error-free letter will communicate an image of our company asvery organized, competent and professional.

Sincerely,

John Jones

JJ/vc





• for executive stationery only.




7.5 pt./12.125 pt.

Times Roman11 pt./14 pt.

.25"

1.25"

.5"

2.5

Stationery StandardsSquare-Flap

#10 Envelope

The #10 square-flap envelopes must be 9.5"x 4.125".

LogoThe logo should be placed in the top left corner of the envelope, .75" from the topof the envelope to the horizontal line in the logo and .25" from the left edge ofthe envelope. The vertical line in the logo should measure 1” from the left edge of theenvelope. Use the standard two-color version for placement on a white background.

Address BoxThe address box is positioned .335" from the bottom right of the 2" flap, with .75"inches to the right edge of the envelope and 1.25" wide. This box contains two sectionsof information, the address and the Web site. The address section is .582" tall. The Web site section is .164" tall.

Address The address is set in Adobe Garamond Semibold SC, 8 pt. with 10 pt. leading forletters and 7 pt. with 10 pt. leading for numbers. The address appears in St. David’s Gold. There is enough space for a maximum of four lines of information.

Web Site Address Web site address should be St. David’s Blue and set in Univers 55 Regular, 7.0 pt. It isplaced within the box closest to the bottom.

2.6


#10 Envelope

HealthCare Brand Logotype

.164"

Letters:Univers 55

Regular7.0 pt./6.0 pt.



Letters: Univers 55 Regular7.0 pt./6.0 pt.




.25"

.75"1.0"

.582"

1.25"

2.0"

1.645"

When address is in front

For Square Flap Only

1800 San Jacinto Center98 San Jacinto Blvd. 78701P.O. Box 1788Austin, Tx 78767-1788

stdavids.com

2.7


#10 Envelope

Facility Brand Logotype

.164"

2.3

Letters:Univers 55

Regular7.0 pt./6.0 pt.



Letters: Univers 55 Regular7.0 pt./6.0 pt.




1.0"

.25"

.75"1.0"

.582"

1.25"

2.0"

1.645"

When address is in front:

For Square Flap Only:

1800 San Jacinto Center98 San Jacinto Blvd. 78701P.O. Box 1788Austin, Tx 78767-1788

stdavids.com

2.8

Adobe Garamond SemiBold SCThe secondary typeface family for St. David’s HealthCare.

Area of IsolationA minimum amount of clear space left around the logo on all sides, separating it fromthe other logos, text, slogans or design elements. This allows the logo to stand aloneand not appear to be part of another design or logo.

Cabinet SignsThese signs are basically boxes with the company name or message on a flat surfaceand backlit from inside the box – mostly used for pylon and wall-mounted signage.

Channel Letter SignageThese signs utilize freestanding, backlit letters and are placed in an open space on thefaçade of a building.

Complimentary CloseWords that close a letter, such as sincerely, yours truly or cordially.

Cooperative LogoA logo used in conjunction with the St. David’s HealthCare logo.

Courtesy Reply EnvelopeThis envelope is included with billing as a service to the customer. It has the St. David’sHealthCare address preprinted on the front.

Crack-and-Peel LabelThis label is preprinted with the St. David’s return address and has plenty of room totype the addressee’s information.

Directional SignageThis type of signage gives directional information such as customer parking only,employee parking only, exit only, etc.

EPSA vector graphic file format.

Facility LogoLogos for the different branches of St. David’s HealthCare, e.g., St. David’s Round Rock Medical Center, St. David’s South Austin Medical Center, St. David’s North Austin Medical Center, etc.

Glossary

JPEGA raster file format used to compress photographs and complex graphics. Not typically used in printing due to low resolution.

LeadingThe distance between two lines of type.

LogotypeA distinctive, most often legally protected, company symbol or trademark.

Main Entrance SignsSignage at the main entrances of St. David’s HealthCare establishments, usually cabinet or monument signs.

Monument SignsSigns that sit on a base placed on the ground – often used for entry signage.

One-Color VersionsOne-color versions of the St. David’s HealthCare logotype are reproduced in black and white (reversed). Other one-color exceptions are shown in the graphic standards.

PantoneAn ink company with a precise color-matching system.

PointA unit of vertical measure. There are 72 points in one inch.

Primary LogotypeThe two-color, most commonly used and preferred logo.

Roll LabelUsed as a return address label in correspondence.

SalutationGreeting at the beginning of a business letter, i.e., Dear Mr. Smith.

Secondary LogotypeLogo used when it is impossible to use the preferred primary logotype, i.e.:the one-color logotype.

Glossary

SignageAny number of signs with information on them, ranging from main entrance signs that have the St. David’s HealthCare logo on them to specific signs that have hours of operation, etc.

Stationery SystemPieces that make up the stationery system are letterhead, envelopes and business cards.

Text FormWhen something appears in text form, it appears within the body copy of a document.

Two-Color VersionThe preferred way to produce the St. David’s HealthCare logotype, using St. David’s Gold and St. David’s Blue.

Type StylesAnother way to say fonts or typefaces – the design for a set of characters.

TypefaceSee type styles.

Univers 75 BlackThe primary typeface family for all St. David’s HealthCare collateral.

White SpaceClear space left around the logo on all sides, separating it from other logos, text,slogans or design elements. This allows the logo to stand alone, so that it does not appear to be part of another design or logo.

Glossary

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