leaders. innovators. changemakers. · business card: back paper specifications in keeping with the...

Speaking as oneBrand standards guide

June 2018

Prepared by Vendi Advertisingv.060618

LEADERS. INNOVATORS. CHANGEMAKERS.

Academy of Orthopaedic Physical Therapy Brand Standards Guide | 2

Contents

Brand: our identity | 3Positioning statement, brand ideals, purpose statement, tagline

Brand: relationships | 4APTA, key messaging, segmented messaging

Brand: logo usage, color and typeface | 5Logo usage guidelines, colors, fonts

Brand: logo variations | 7Logo usage, formats and guidelines

Collateral system | 13Business cards, letterhead, envelope

Publications | 16OPTP Journal, independent course study guide

Digital | 19Email, social profile graphics, post template, ad template

SIGs | 23Branding, web blocks/banners

Websites | 28Headers: orthopt.org, orthoptlearn.org


Brand | our identity

Positioning statementThe positioning statement, used internally, provides the foundation for brand messaging and answers the question, “What makes the Academy of Orthopedic Physical Therapy exceptional?”

As the largest section of the American Physical Therapy Association, the Academy of Orthopaedic Physical Therapy guides the practice forward through leadership in research, clinical practice guidelines, education and networking opportunities and support and advocacy of physical therapists.

Its goal is to advance the science, standards and practice of physical therapy in order for people to regain movement, reduce pain and lead active lives.

Brand idealsThe brand ideals, used internally, provide points of differentiation with which we can build a deeper, emotional connection to the brand.

• Evidence-based • Advocacy • Progressive• Trustworthy • Sharing • Leading• Professionalism • Support • Trailblazers• Standards of care • Strength • Elevate• Exclusive content • Innovators • Engage

Purpose statementThe Academy of Orthopaedic Physical Therapy leads the physical therapy field in research, practice and education so that members deliver care that is evidence-based, innovative and effective.

TaglineLeaders. Innovators. Changemakers.• Conveys leadership, innovation, advocacy, confidence• Positions the section as at the forefront of the practice• Connects with vast majority of PTs • Recruitment-oriented attitude

The Academy of Orthopaedic Physical Therapy brand strategy positions the organization as a valuable resource for education, advocacy and opportunity. It is a leader in thought and action, bridging research and practice so that physical therapy professionals can deliver the highest standard of care to their patients.


Brand | relationships

Part of a larger brandThe Academy of Orthopaedic Physical Therapy is a group/section within the APTA, and it adheres to its parent brand guidelines. The Academy’s brand was developed with the APTA brand standards in mind and, in fact, was designed to complement the APTA brand so they have a cohesive visual relationship when displayed together. See visual examples of this in the collateral section of this document.

Verbal identity—key messagingThe Academy of Orthopaedic Physical Therapy leads the physical therapy field in research, practice and education so that members deliver care that is evidence-based, innovative and effective.

Verbal identity—segmented messagingDifferent audiences require different messages. Tailoring messages to each segment is a targeted approach to reaching your audience.

Segment Research Practice EducationMembers I can rely on

evidence-based information

Professional standards of care support excellence in my practice

Reliable, convenient source of quality content I can’t get anywhere else

APTA members

I want a credible source I can rely on for current information

I want to support my chosen profession while provide the best care possible myself

I don’t want to fall behind

Physical Therapists

Credible research leads to innovation in my field

I want to stay connected with the PT world

I need convenient opportunities for education

APTA graphic standards

Refer to the APTA Graphic Standards Manual for branding as it relates to the overall American Physical Therapy Association brand.

APTAGraphicStandardsManual.pdf

P A G E 01P A G E 0 1

G R A P H I C

S T A N D A R D S

M A N U A L


Brand | usage, color and typeface

Usage guidelines

A logo is an important component of brand identity. Your logo must be used properly to present a consistent brand.

Do:• Use the approved logo files• Make sure the logo is legible on the background• Keep an area of clear space around the logo; other elements

must not crowd the logo (see guideline below)

Do not:• Recreate the logo• Stretch or scale the logo• Use alternate colors • Add artwork or text to the logo

The committee is the contact for communications and questions on use of the logos.

File formats

The logos are available in three file formats:

EPS is preferred for printers and designers because it can be scaled and retains image quality. Special software is needed to open and view the file.

JPG is a common file format and viewable on most computers. It is useful in desktop publishing and applications for the web.

PNG is a common file format also used in desktop publishing and the web. These are transparent and may be used over a non-white background.


Brand | usage, color and typeface

Colors – primary color paletteAlways use the correct Pantone® colors (Pantone 314, Pantone 311 and Pantone 302) or color breakdown values.

Colors – secondary color paletteAdditional colors for use to complement the primary palette.

Fonts

Logo font: LATO BLACK

Tagline font: RALWEAY MEDIUM

Complete font families:

LATO hairline

LATO hairline italic

LATO light

LATO light italic

LATO regular

LATO italic

LATO bold

LATO bold italic

LATO black

LATO black italic

RALEWAY thin

RALEWAY thin italic

RALEWAY extralight

RALEWAY extralight italic

RALEWAY light

RALEWAY light italic

RALEWAY regular

RALEWAY italic

RALEWAY medium

RALEWAY medium italic

RALEWAY semibold

RALEWAY semibold italic

RALEWAY bold

RALEWAY bold italic

RALEWAY extrabold

RALEWAY extrabold italic

RALEWAY black

RALEWAY black italic

Pantone 431RGB: 91, 103, 112CMYK: 67, 52, 44, 17HEX: 5b6770

Pantone 428RGB: 194, 198, 201CMYK: 24, 17, 16, 0HEX: c2c6c9

Pantone 3252RGB: 19, 208, 202CMYK: 66, 0, 29, 0HEX: 13d0ca

Pantone 374RGB: 195, 232, 108CMYK: 27, 0, 72, 0HEX: c3e86c

Pantone 141RGB: 245, 198, 93CMYK: 3, 22, 75, 0HEX: f5c65d

Pantone 164RGB: 255, 128, 65CMYK: 0, 62, 80, 0HEX: ff8041

DARK GRAY LIGHT GRAY OCEAN

SOUR APPLE GOLDEN TANGERINE

Pantone 314RGB: 0, 125, 165CMYK: 100, 33, 27, 2HEX: 007da5

Pantone 311RGB: 0, 194, 223CMYK: 69, 0, 11, 0HEX: 00c2df

Pantone 302RGB: 0, 58, 03CMYK: 100, 74, 40, 32HEX: 003a5d

BRAND BLUE SKY BLUE DEEP BLUE


Brand | logo variations: horizontal

Four-color processhorizontal

Four-color processhorizontal with tagline

Grayscale horizontal

Black horizontal

White horizontal

The Academy of Orthopaedic Physical Therapy logo has a modern look that represents forward movement. The logo comprises its text element and its arrowhead graphic, which represents unity, collaboration and motion.

The blue and black color palette looks fresh and credible. The brand blue is a shared color from the palette of the APTA, visually linking the brands. The font is modern, confident and professional and reads easily.

Logo variations

The preferred version of the logo is the four-color horizontal design. When needed, the logo may also be shown in grayscale, all black or all white (reversed).

Minimum size

The horizontal logo should appear no smaller than .8125” wide x .31” tall.

.8125"

.31"


Brand | logo variations: horizontal (exception)

Logo variations

The horizontal exception version of the logo is for use when there are vertical space limitations. When the vertical space is .31" or less, the exception logo should be used. This allows for greater legibility of the Academy of Orthopaedic Physical Therapy name when the logo is restricted to a small space.

Minimum size

The horizontal exception logo should appear no smaller than .625” wide x .177” tall.*

*If for use on a promotional item such as a pen or pin, the logo may appear smaller than this minimum size, provided it remains legible.

Four-color processhorizontal (exception)

Four-color processhorizontal (exception) with tagline

Grayscale horizontal (exception)

Black horizontal (exception)

White horizontal (exception)

Horizontal Horizontal (exception)

.625"

.177"

.31"

.31"


Brand | logo variations: stacked

Logo variations

Although the preferred version of the logo is the four-color horizontal design, there will be times when the stacked version may be required. When needed, the logo can also be shown in grayscale, all black or all white (reversed).

Minimum size

The horizontal exception logo should appear no smaller than .625” wide x .5” tall.

Four-color processstacked

Four-color processstacked with tagline

Grayscale stacked

Black stacked

White stacked

.625"

.5"


Brand | AOPT acronym logo

Logo usage

The AOPT acronym logo is an alternate version to the full Academy of Orthopaedic Physical Therapy logo. Suggested uses include digital/social, stickers, decals, clings and apparel. Although the preferred version of the member logo is the four-color design, the logo can also be shown in grayscale, all black or all white (reversed), with our without tagline.

Minimum size

The AOPT acronym logo should appear no smaller than 15” wide.

Four-color process

Four-color process with tagline

Grayscale

Black

White1"

.44"


Brand | AOPT member logo

Logo usage

The AOPT member logo is to designate an individual as a member of the Academy of Orthopaedic Physical Therapy. Suggested uses include stickers, decals, clings and apparel. Although the preferred version of the member logo is the four-color design, the logo can also be shown in grayscale, all black or all white (reversed).

Minimum size

The Academy of Orthopaedic Physical Therapy member logo should appear no smaller than 1” wide.

Four-color process

Grayscale

Black

White1"

.5"


Brand | AOPT member logo

Member logo decal/sticker, proposed usage


Collateral system | business cards

Terri DeFlorianExecutive Director

[email protected] (800) 444-3982 x2040, Fax (608) 788-39652920 East Ave. South, Suite 200, La Crosse, WI 54601orthopt.org

LEADERS. INNOVATORS. CHANGEMAKERS.

Business card template: front

Business card: back

Paper specifications

In keeping with the APTA brand guidelines for papers, the following stocks are recommended:

Stationery stock is Mohawk Superfine, Ultrawhite, Eggshell finish. Following are recommended weights for individual pieces:

• 65# cover Good for covers of booklets requiring a stock that is heavier than the inside pages.

• 80# cover Ideal for business cards, covers of booklets, and other pieces requiring a heavy stock.

• 100# cover This is the heaviest weight available in this stock. It is good for folders because of its durability.

• 24# writing This weight is ideal for letterhead.

• 70#, 80#, and 100# text These weights are suited for text pages of brochures, inserts, and envelopes.


Collateral system | letterhead

Dear Academy of Orthopaedic Physical Therapy member,

Orpos eum que sum, vendignis es et dollandia comniae rehendandi to elitata tiaspitas deribus etur alitis ent ad eos aut et dicab ipis magnis doluptam nostore, tet hil molestem ipsam fugia cum volecaborrum sum quodis exerciu ntotate quodiorit fugitist ut acepuda ndaecea tempore rferspi endani occum excea conessit est officil iquatiis dissitat.

Fuga. Ut periae que doluptiatur reicias eatque nos enia dolor ad es dolupta vella abo. Alit faccullandel magnis quiati velent qui demporemque re nit quae cum ex et aditate sitas eiunt la voluptatis eatempor saped que quis quaecus amendi ad uta consequ atintias solorestrum ad mod quatusam accumet expe nullorerrum ipsa int quodissinto etur rernametur, quo omnit in consequ ostrum erit fugiasp eratem quo que disquo maionsectis minctur?

Occum conecer ovitaqui od ut as et volorio comnis que solest, que lacerovit aut que et volut haris etur, quiae porem imus iliam ium essi sitatemosam rest, quodis est voluptatiori rectur same apel intias quosani stibus modipis aut harum auda nobitae peles vel magnimo consend erciam ipsunt veligen

dandis sum aut adis sendam quatior ehendel et aborerspitis audisi od moloribus arum laboriae nihicide voloribusdae volorer umquam fugiam conetum fuga. Aximus elit hillandia nobisquist lis etur apel ipsunt et assumquiant litis simperc hillorat quassum, quas eum ut quatem restion seditae stibus arum ex expla id molore non nimaxim inusdae vidit ad que sam excepudam et as quis estrumquis assunt volu

ptasped molorpo repudip suntiundia santius dolupta tquissi mperferchit, quuntur modit officide eum voluptas dendi tem nimin porecus aectam

Fuga. Ut periae que doluptiatur reicias eatque nos enia dolor ad es dolupta vella abo. Alit faccullandel magnis quiati velent qui demporemque re nit quae cum ex et aditate sitas eiunt la voluptatis eatempor saped que quis quaecus amendi ad uta consequ atintias solorestrum ad mod quatusam accumet expe nullorerrum ipsa int quodissinto etur rernametur, quo omnit in consequ ostrum erit fugiasp eratem quo que disquo maionsectis minctur?

Sincerely,

Academy of Orthopaedic Physical Therapy, APTA, Inc.

Terri DeFlorianExecutive Director

Ph (800) 444-3982Fax (608) 788-39652920 East Ave. South, Suite 200La Crosse, WI 54601

Board of Directors

Stephen C.F. McDavitt PT, DPT, MSPresident

Gerard Brennan PT, PhDVice President

Kimberly L. Wellborn PT, MBATreasurer

Aimee Klein PT, DPT, DSc, OCSDirector

Duane “Scott” Davis PT, MS, EdD, OCSDirector

Dan White PT, ScD, MScResearch Committee Chair

Kathy Cieslak PT, DSc, MSEd, OCSPractice Committee Chair

Nancy Bloom PT, DPT, MSOTEducation Committee Chair

LEADERS. INNOVATORS. CHANGEMAKERS. ORTHOPT.ORG

Letterhead template


Collateral system | #10 envelopes

2920 East Ave. South, Suite 200

La Crosse, WI 54601

2920 East Ave. South, Suite 200

La Crosse, WI 54601

Envelope (full color version)

Envelope (1-color black version)


Publications | OPTP Journal cover

ORTHOPAEDICPHYSICAL THERAPY PRACTICE

The magazine of the Academy of Orthopaedic Physical Therapy, APTA

2018 / volume 30 / number 1

FEATURE:

Innovations in Joint ReplacementsBrett Jorgensen, DPT, explains how new therapeutic exercises speed healing after surgery

OPTP Journal nameplate & cover template


Publications | OPTP Journal cover




FEATURE:

New Techniques for Athletic TrainersCarrie Swenson, DPT, discusses the do’s and don’ts of game-day therapies




FEATURE:

In Striking DistanceNew research uncovers link between foot strike patterns and ACL tears

Cover treatment

It is recommended to consistently use the nameplate as shown here. Cover photography—content and style—may vary, but it is recommended that the visuals and copy on the cover have a direct connection to the content found within the journal.

Whenever possible, original photography—showing actual PTs, providers, patients—should be used.


Publications | study course booklet cover

CONTINUING PHYSICAL THERAPY EDUCATION

INJURIES TO THE NECKTherapeutic Exercise for Neck Rehabilitation: An Evidence-based Approach

Independent Study Course 24.2.4

Gordon Riddle, PT, DPT, ATC, OCS, SCS, CSCSNorth Hills Orthopedic and Sports Physical Therapy

Sewickley, Pennsylvania

Omar Ross, PT, DPT, OCSNorth Hills Orthopedic and Sports Physical Therapy

Sewickley, Pennsylvania

Study course booklet cover template, featuring anatomical rendering as visual


Digital | email header

Email header treatment and recommended template style


Digital | social profile (Facebook)

Facebook profile image, cover photo and post template (photo treatment) design


Digital | social post template (Facebook)

Post template (photo treatment) design


Digital | ad template (Facebook)Facebook single image ad: CSM 2017

Concept

Be a part of the largest physical therapy conference in the country. Feb 15-18, 2017

APTA Orthopaedic Section

ORTHOPT.ORG

Imagine. Discover. Grow. Together we can do great things for our profession and our patients. Attend the Combined Sections Meeting in San Antonio to learn, share and connect.

Post template (photo treatment) design for paid advertising


SIG branding | logos: horizontal

Full-color SIG branding element, common to all groups, customized with group name


SIG branding | logos: stacked

Full-color SIG branding element, common to all groups, customized with group name


SIG branding | web banners

SIG branding, as applied to a web banner for use on group pages (see page 27 for examples)


SIG branding | web blocks

SIG branding, as applied to a web block for use on group pages (see page 27 for examples)


SIG branding | web blocks/banners

SIG branded web block and banner, shown with and without additional graphic element used by SIG


Website | orthopt.org header

Updated branding for header


Website | orthoptlearn.org header

Updated branding for header

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