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Transcript of Brand Identity Guidelines - Greenville Health System · Greenville Health System Brand Identity...
May 2013
Brand Identity Guidelines
Introduction
1. Brand Foundation
2. Basic Identity Elements
3. Entity Signature System
4. The Brand Seal
5. Children’s Hospital Signature
6. Brand Design System
7. Managing the Brand
Contents
Greenville Health System Brand Identity Guidelines May 2013
Dear Colleagues and Supporters,
Our brand is more than a name or logo. It stands for the
trust we earn from patients, employees and supporters.
This trust is an asset of great value, and managing it well
is an investment in our future.
Over the past year, we have undertaken a careful and
deliberate process to evaluate the effectiveness of our entire
branding system. This process led to important decisions
about our name and how we will identify service lines and
practices. In addition, we have a new visual identification
design system that includes a new symbol and clear rules
for how it should be used. The following guidelines explain
these important developments.
I look forward to working together with you to build
consistency, recognition and trust for Greenville Health
System as we continue to grow in our mission of serving
the healthcare needs of the people of Greenville County
and the Upstate.
Sincerely,
Mike RiordanPresident and CEO
Introduction
0.1
Greenville Health System Brand Identity Guidelines May 2013 0.2
1. Brand Foundation The ideas that define our brand
Greenville Health System Brand Identity Guidelines May 2013
GreenvilleHealth System
www.ghs.org
Greenville Hospital System University Medical Center
Our previous name was long and difficult to use. By adopting “Health” and simplifying it to three words, we create a name that is easy to say and better describes our breadth of services and influence. This new approach preserves the acronym “GHS” that most people know us by. We will continue to use theghs.org web address, which is short and easy to remember.
Our Name
1.1
Greenville Health System Brand Identity Guidelines May 2013
Greenville Health System
Steadman HawkinsClinic of the Carolinas
Steadman HawkinsClinic of the Carolinas
Greenville Health System
Piedmont OB/GYNGreenville Health System
Heart & Vascular InstituteGreenville Health System
Greenville Health SystemPiedmont OB/GYN
Greenville Health SystemHeart & Vascular Institute
Brand architecture defines the way a parent brand relates to sub-brand entities. We are moving to a disciplined strategythat makes the parent name Greenville Health System dominant. This “branded house” approach streamlines our entire branding system and emphasizes our parent name to help us buildlong-term brand recognition more efficiently.
Branded House Strategy
Brand Architecture
House of Brands Strategy
1.2
Greenville Health System Brand Identity Guidelines May 2013
Brand Positioning
For more than 100 years, we have been a key provider of health services to the people of Greenville County and increasingly to the Upstate. The recent addition of the USC School of Medicine Greenville and the new pharmacy school advances our longstanding programs in education and research. As an academic medical center, we are particularly focused on changing the way health care is provided to the individual. We intend our system of research, education and clinical services to have an impact well beyond our regional service area.
Our brand positioning statement captures the essence of how we choose to define ourselves in the market. It serves as the foundation for all communication. As an internal compass, it works behind-the-scenes to steer messages and ensure consistency. The positioning statement is not intended for publication.
Positioning Statement
GHS is the leading provider of health services for people of Greenville County and the Upstate. Our commitment to clinical innovation is supported by education and research and is transforming the delivery of quality services for our patients, their families and our community. We intend to be a regional value leader and a national model of change.
1.3
Greenville Health System Brand Identity Guidelines May 2013
GHS+
Our new symbol is derived from important existing brand elements: the imagery of the Palmetto tree with its referenceto the symbol of the University of South Carolina and the acronym “GHS.” The new symbol appears in a vibrant green.
Brand Symbol
1.4
Greenville Health System Brand Identity Guidelines May 2013
Our brand signature is a proprietary design. The size of the symbol and its visual relationship to the name create a unique graphic configuration. The typestyle of our name is a customized version of Trajan, our previous brand typeface. For more information about correct use of the signature, refer to sections 2 and 3.
Our signature identifies the brand to a wide audience. It isamong our most important assets.
Brand Signature
1.5
Greenville Health System Brand Identity Guidelines May 2013
Our brand seal incorporates our name and founding date. The seal is reserved for special ceremonial applications. For more information about using the seal, refer to section 4.
The brand seal conveys a tone of tradition and academia.
Brand Seal
1.6
Greenville Health System Brand Identity Guidelines May 2013
2. Basic Identity Elements The visual assets that define our brand
Greenville Health System Brand Identity Guidelines May 2013
Reproduce signatures fromauthorized files only.
H
.5 H
2.5 H
Our brand signature is a proprietary design that combines our symbol and name in a unique configuration. The nameappears in a customized version of the Trajan type style. The symbol is arranged to the left. The size and proportion of these signature elements never change. Reproduce the brand signature from authorized files available from www.ghs.org/logo.
Signature Proportion
2.1
Greenville Health System Brand Identity Guidelines May 2013
Reproduce signatures fromauthorized files only.
Our brand signature has three standard variations. Eachis named for easy reference. Reproduce the brand signature from authorized files available from www.ghs.org/logo.
GHSsig2Black
GHSsig3White on black or dark background
Signature System
GHSsig1Two color, PMS 361 and black on white
2.2
Greenville Health System Brand Identity Guidelines May 2013
Reproduce signatures fromauthorized files only.
Our brand signature has a fourth variation for dark background colors. The symbol appears in green and thename appears in white. The background color may be a dark green. This “staging color” must be compatible with the green of the brand symbol and may play an important role in sign, print design, web and other brand design applications yet to be fully developed.
GHSsig4Two color on dark background staging color
NOTE: Background colors other than white or black must be approved by Marketing.
Signature System (continued)
2.3
Greenville Health System Brand Identity Guidelines May 2013
Bright GreenCMYK: c69, m0, y100, k0RGB: r84, g185, b72
Signature Colors
PMS 361 Black
BlackCMYK: c0, m0, y00, k100RGB: r35, g31, b32
80% 60% 40% 20%
Color is an important tool for building recognition. Our brand colors may be screened to help organize content and addvisual variety in communication design. As brand design is developed, additional colors may be introduced along with specific rules for their use.
Brand Colors
2.4
Greenville Health System Brand Identity Guidelines May 2013
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789
Whitney Light
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789
Whitney Light Italic
Whitney Book Whitney Book Italic
Whitney Semibold Whitney Semibold Italic
Type is an important tool for building brand recognition. Use Whitney for all professionally created communication such as advertising, brochures, stationery and signs. For more information about Whitney, go to www.typography.com.
Primary Brand Typestyle
2.5
Greenville Health System Brand Identity Guidelines May 2013
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789
Minion Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789
Minion Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789
Minion Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789
Minion Bold Italic
The classic serif typestyle Minion may be used to complementWhitney. Minion is effective in publication design that featureslarge passages of text.
Secondary Brand Typestyle
2.6
Greenville Health System Brand Identity Guidelines May 2013
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789
Times New Roman
Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789
Calibri
Arial is the preferred font for PowerPoint presentations and forms.
Calibri is the preferred font for e-mail correspondence.
Times New Roman is the preferred font for stationerycorrespondence.
For internal communications, Arial, Times New Roman and Calibri are acceptable alternative fonts. They are commonly available on all PCs.
Typestyles for Internal Use
2.7
Greenville Health System Brand Identity Guidelines May 2013
The signature clear zone protects thelegibility and brand integrity of our signature.
September Health Fair
Maintain a space around every brand signature. Define this space with the letter “H” from Health. No graphic element, type or photo may appear within this clear zone.
Signature Clear Zone
2.8
Greenville Health System Brand Identity Guidelines May 2013
GREENVILLEHEALTH SYSTEM
Consistent use of our signatures builds recognition and credibility for our brand. Avoid these examples! Never reduce signatures to smaller than a 5/16” symbol diameter.
4. Do not change the typestyle.
5. Do not place over a pattern or distracting photo.
6. Do not add drop shadows.
Incorrect Use of the Signature
1. Do not squeeze.
2. Do not use color on incompatible color.
3. Do not change signature configuration.
2.9
Greenville Health System Brand Identity Guidelines May 2013
Use of the symbol alone is for specialcircumstances.
Our signature (symbol and name together) is always the bestway to identifiy our brand. In rare cases, when using a full signature is impractical, the symbol may appear separated fromthe name. If the symbol appears apart from the signature, the context must clearly communicate the complete identity of Greenville Health System. Use of the symbol alone must beapproved by the brand integration manager.
Use of Symbol
2.10
Greenville Health System Brand Identity Guidelines May 2013
3. Entity Signature System Identifying our Service Lines and Practices
Greenville Health System Brand Identity Guidelines May 2013
+Entity Name:
HospitalorService LineorPhysician Practice
Whitney Medium
Name HereSecond Line
85%85%
100%
135%
Our brand signature may be combined with an entity name to create a special entity signature. The graphic format is exactly defined.
Maintaining a consistent signature format for all of our entitiesis one of the most important disciplines we have for buildingour brand.
Entity Signature Format
3.1
Greenville Health System Brand Identity Guidelines May 2013
Greer Memorial Hospital
Women’s Hospital
Steadman HawkinsClinic of the Carolinas
These are examples of entity signatures. By identifiying our hospitals, service lines and practices consistently, we build brand recognition and credibility.
Entity Signature Format (continued)
1. Hospital Example
2. Service Line Example
3. Physician Practice Example
3.2
Greenville Health System Brand Identity Guidelines May 2013
+Service Line
+Physician Practice
Whitney Book
Whitney Medium
Service Line Name
Physician Practice NameSecond Line
75%
125%
85%
115%
125%
85%
100%
In certain cases, a physician practice may be identified as part of a service line. The service line name is always first below the brand signature. The practice name follows below a thin separation line. Consult with Marketing about if and when this option should be used.
Entity Signature Format for Service Line with Practice
3.3
Greenville Health System Brand Identity Guidelines May 2013
Orthopaedics
Steadman Hawkins Clinic of the Carolinas
Women’s Hospital
Piedmont OB/GYN
Heart & Vascular Institute
Carolina Cardiology Consultants
These are examples of entity signatures with both service line and physician practice identification.
Entity Signature Format for Service Line with Practice (continued)
3.4
Greenville Health System Brand Identity Guidelines May 2013
The signature clear zone protects thelegibility and brand integrity of a signature.
Women’s Hospital
Piedmont OB/GYN
Women’s Hospital
Maintain a space around every entity signature. Define this space with the letter “H” from Health. No graphic element, type or photo may appear within this clear zone.
Entity Signature Clear Zone
3.5
Greenville Health System Brand Identity Guidelines May 2013
4. The Brand Seal A reference to our history and academic emphasis
Greenville Health System Brand Identity Guidelines May 2013
GHSseal1PMS 361 on white
GHSseal2Black or dark color on white
GHSseal3White on black or dark background
Our brand seal has three variations. Each is named for easy reference. Reproduce seals from authorized files availablefrom Marketing. For more information about appropriate useof the brand seal, contact the brand integration manager.
The Brand Seal System
4.1
Greenville Health System Brand Identity Guidelines May 2013
Certificate of appreciation
O�cial corporate documentsC E R T I F I C A T E O F E X C E L L E N C E
A W A R D E D T O
Susan Berns MerrillF O R 3 0 Y E A R S O F D E D I C A T E D S E R V I C E T O P A T I E N T S
A N D T H E I R F A M I L I E S
A P R I L 2 7 , 2 0 1 3J O A N N S M I T H
C H I E F N U R S I N G O F F I C E R
Our brand seal is reserved for special ceremonial applications such as system-level employee recogniton certificates or official corporate documents such as board resolutions. The seal may be printed, embossed or etched on glass.
Brand Seal Applications
4.2
Greenville Health System Brand Identity Guidelines May 2013
GHSseal2Rendered in dark gray on satin metalic
The brand seal may be fabricated as a dimensional medallionin special sign applications.
Brand Seal Applications (continued)
4.3
Greenville Health System Brand Identity Guidelines May 2013
5. Children’s Hospital Signature A signature that speaks to a special audience
Greenville Health System Brand Identity Guidelines May 2013
NOTE: Use of the alternate signaturemust be approved by Marketing.
Our “branded house” strategy has one exception: GHS Children’s Hospital. This signature follows a precedent for children’s hospitals set by most major healthcare systems in the country. The new signature adopts the stylized letters and strong blue color from the previous version.
Stacked alternate version
Children’s Hospital Signature
5.1
Greenville Health System Brand Identity Guidelines May 2013
Black
White on black or dark color
Two color on dark “staging color”
PMS 361 Reflex Blue
Two-color signatures
GHSchild1
GHSchild2 GHSchild1AGHSchild2A
GHSchild1BGHSchild2B
GHSchild1CGHSchild2C
NOTE: Background colors other than white or black must be approved by Marketing.
The Children’s Hospital brand signature has color variations similar to the GHS brand signature. Each is named for easy reference. Reproduce the brand signature from authorized files available from www.ghs.org/logo.
Children’s Hospital Signature System
5.2
Greenville Health System Brand Identity Guidelines May 2013
Primary Brand Colors
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789
Whitney
Minion
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789
Arial
Primary Brand Typestyles
Typestyles for Internal Use
Bright GreenCMYK: c69, m0, y100, k0RGB: r84, g185, b72
PMS 361 Reflex Blue
BlueCMYK: c100, m89, y12, k6RGB: r34, g61, b134
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789
Calibri
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789
Times New Roman
GHS Children’s Hospital brand colors are green and blue and may be screened to help organize content and add visual variety in communication design. As brand design is developed, additional colors may be introduced along with specific rules for their use. Typestyles are the same as for the GHS brand.
Brand Color and Typestyles
5.3
Greenville Health System Brand Identity Guidelines May 2013
The signature clear zone protects thelegibility and brand integrity of our signatures.
Maintain a space around every brand signature. Define this space with the letter “H” from Hospital. No graphic element, type or photo may appear within this clear zone.
Signature Clear Zone
5.4
Greenville Health System Brand Identity Guidelines May 2013
Greenville Health System
Greenville Health System
Greenville Health System
Greenville Health SystemGreenville Health System
Consistent use of our signatures builds recognition and credibility for our brand. Avoid these examples! Neverreduce signatures to smaller than a 5/16” symbol diameter.
4. Do not remove parent name or symbol.
5. Do not place over a pattern or distracting photo.
6. Do not add drop shadows.
Incorrect Use of the Signature
1. Do not squeeze.
2. Do not use color on incompatible color.
3. Do not change signature configuration.
5.5
Greenville Health System Brand Identity Guidelines May 2013
+Entity Name:
Service LineorPhysician Practice
Name Here Second Line
100%
130%85%
Whitney Medium
140%
Example
The GHS Children’s Hospital signature may be combined withan entity name to create a special signature. The graphicformat is exactly defined. Maintain a clear zone around each entity signature. Contact Marketing for more information aboutdeveloping an entity signature.
Entity Signature Format
5.6
Greenville Health System Brand Identity Guidelines May 2013
The signature clear zone protects thelegibility and brand integrity of our signatures.
Christie Pediatrics
Maintain a space around every entity signature. Define this space with the letter “H” from Hospital. No graphic element, type or photo may appear within this clear zone.
Entity Signature Clear Zone
5.7
Greenville Health System Brand Identity Guidelines May 2013
6. Brand Design System Bringing the brand to life through thoughtful application
Greenville Health System Brand Identity Guidelines May 2013
GHS parent brand
GHSentity brand
Brand Communication
Guiding Design Principle:
GHS is a Branded House
Branding programs are composed of multiple design systems working together to identify and communicate consistently. Design systems include website, signs, marketing collateral, vehicles, stationery, employee clothing, etc. Each design system has unique parameters that GHS branding must accommodate. In addition, each system must balance specific communication requirements of GHS entities and their audiences with the overall GHS brand image.
The “branded house” strategy is the guiding principle behind all GHS brand design system development. The visual characteristics of this strategy include the following:
1. Pre-eminent and consistent use of the GHS parent name, symbol and signature
2. Consistent use of color
3. Consistent use of typography
4. Consistent use of imagery
5. Simplicity
Design System Approach
6.1
Greenville Health System Brand Identity Guidelines May 2013
Trade dress
Symbol
Signature
Color
Typeface
Imagery
Arrangementof elements
=A look that is
distinctive
memorable
sustainable
Brand value
Trade dress is a unique set of visual characteristics creating brand recognition. Think of Apple Computer, UPS or Coke and an image comes to mind. A well-designed and executed trade dress system is a powerful brand asset that builds value over time.
For GHS, our trade dress includes the use of our brand symbol and signatures, typography, color, imagery and the specific way these elements are arranged in any given application. Each of our brand design systems demonstrates a carefully planned trade dress, developed in collaboration with key GHS stakeholders. The following pages show examples of these important communication systems.
Trade Dress
6.2
Greenville Health System Brand Identity Guidelines May 2013
Building Name 1Building Name 2
Building Name 3Building Name 4
EMERGENCY
Building Name 5Building Name 6
Building Name 1Building Name 2
Building Name 3Building Name 4
EMERGENCY
Building Name 5Building Name 6
BuildingName
Practice NameSecondary Copy
Practice NameSecondary Copy
1234 Address
Campus NameBuilding Name
Our sign system accommodates a complex array of identification and wayfinding needs.
Signs
Primary contact: Sam [email protected](864) 918-2571
6.3
Greenville Health System Brand Identity Guidelines May 2013
Department or Practice NameStreet AddressGreenville, SC 29600
Practice Name
Street AddressGreenville, SC ZIP(864) 000-0000 P(864) 000-0000 Fpractice website.comghs.org
First & Last Name, MDFirst & Last Name, MDFirst & Last Name, MD
(864) 000-0000 P(864) 000-0000 F
ghs.org
providers info (if applicable)web address (if applicable)
Department Name or Practice NameStreet AdressGreenville, SC 29600
First and Last Name, MD, ETCTitle or Titles
Department Name
Street AddressGreenville, SC ZIP(864) 000-0000 P(864) 000-0000 Fghs.org
Department Name
Street AddressGreenville, SC ZIP(864) 000-0000 P(864) 000-0000 Fghs.org
Division/Program/PracticeFirst & Last Name, MDFirst & Last Name, MD
(864) 000-0000 P(864) 000-0000 F
Division/Program/PracticeFirst & Last Name, MDFirst & Last Name, MD
(864) 000-0000 P(864) 000-0000 F
8-1/2 x 11” LetterheadBusiness Card
#10 Envelope
Our stationery reaches a wide audience ranging from patients to academic institutions.
Stationery
Primary contact: Steven [email protected](864) 797-7547
6.4
Greenville Health System Brand Identity Guidelines May 2013
Physician Practice
GHS Home Page
Our web design unifies a complex collection of important information. It serves as the primary contact for many of our audiences.
Website
Primary contact: Jason [email protected](864) 797-7552
6.5
Greenville Health System Brand Identity Guidelines May 2013
Keystone Family Medicine
4” x 9”
Bariatrics
GHS Surgical Specialists
6” x 9”
Heart & Vascular Institute
Sports Cardiology Program
8-1/4” x 11”
O�ce of Philanthropy & Partnership
9” x 12”
Our brochure system accommodates a wide range of printed communication needs from promotion of practices, services and programs to patient education.
Promotional and Health Education Brochures
Primary contact: Lisa [email protected](864) 797-7546
6.6
Greenville Health System Brand Identity Guidelines May 2013
Department of Surgery
Patient Guide to BariatricWeight-loss Surgery
Department of Surgery
Patient and FamilyGuide to CardiacCatheterization
Understanding Your UltrasoundYour physician has requested an ultrasound-guided procedure. We use the ultrasound machine to help the radiologist “see” the specific area. Common ultrasound-guided procedures include paracentesis, thoracentesis and various biopsies. We hope this sheet will answer some questions you may have about these procedures.
What is ultrasound?Medical ultrasound uses sound waves that are far above the range of normal human hearing. A beam of high-frequency sound is passed into the body. The echoes or reflections are received and converted by the instrument into an image, providing useful information about internal organs.
How can an ultrasound-guided procedure help me?Ultrasound is extremely helpful in guiding a needle to obtain fluid and/or cells to send to the lab for evaluation. Your physician may order an ultrasound-guided procedure to biopsy an area in the body such as your liver or thyroid nodule.
A thoracentesis may be ultrasound-guided to draw fluid from the lung space, and a paracentesis may be ultrasound-guided to draw fluid from the abdomen. Fluid may be removed for your comfort and, if requested by your physician, may be sent to the laboratory for testing.
How should I prepare for the exam?If you are having sedation (liver biopsy patients), you should NOT eat or drink anything six to eight hours before the exam. You will need a ride home. No preparation is needed for the ultrasound-guided paracentesis, thoracentesis or thyroid biopsies. Blood thinners may prevent us from performing your procedure.
Before Your ExamPlease arrive 30 minutes before your scheduled time to register. Orders for your exam are necessary to perform the procedure - we cannot proceed without them. Please bring a copy of your insurance card.
What will happen during the exam?After entering the ultrasound corridor, you will be under the care of the sonographer - a specialist who performs the examination to produce ultrasonic images of internal organs. During the exam, the sonographer will try to make you as comfortable as possible.
You will be placed on a table or stretcher, and warm gel will be applied to the skin. The only area that will be exposed is the area we are working on.
The sonographer will then begin the exam by passing the transducer over the area that needs to be evaluated. It will be necessary for the sonographer to apply light pressure. You will be asked to sit upright for a thoracentesis. The sonographer will take preliminary images before your procedure.
After the procedure is explained and consent is signed, the ultrasound equipment is used to mark a starting point for the procedure. After the skin is prepped in a sterile fashion, lidocaine will be used to help numb the area. It will sting but will help take away the sharpness of the needle. For biopsies, a sample will be acquired to send to the lab. For thoracentesis and paracentesis, fluid will be removed.
After cleaning the site of the procedure, an adhesive bandage will be applied. If no adverse reactions are noted, you may leave the department. If sedated for a liver biopsy, you will be required to wait six hours for further monitoring.
How long will the exam take?The procedure time varies. For an ultrasound-guided liver biopsy, you should allow for approximately eight hours for the procedure and observation. Paracentesis and thoracentesis ultrasound-guided times depend on the amount of fluid present. Ultrasound thyroid biopsies times also will vary depending on the accessibility of nodules to be biopsied. A minimum of one hour should be allotted.
Radiology ServicesUltrasound-guided Procedure
ghs.org
4” x 9” 6” x 9” 8-1/2” x 11”
Our procedural communication helps patients understand medical procedures, tests, preparation, follow-ups and institutional policies and processes.
Procedural Information
Primary contact: Lisa [email protected](864) 797-7546
6.7
Greenville Health System Brand Identity Guidelines May 2013
Our vehicles provide high brand visibility in the many townsand communities we serve.
Vehicles
Primary contact: Gary [email protected](864) 797-7545
6.8
Greenville Health System Brand Identity Guidelines May 2013
Our clothing identifies and adds credibility to the many employees and volunteers representing our brand.
Clothing
Primary contact: Gary [email protected](864) 797-7545
6.9
Greenville Health System Brand Identity Guidelines May 2013
Our lab coats and scrubs are among the most visiblerepresentations of our brand to patients and their families.
Clothing (continued)
Primary contact: Gary [email protected](864) 797-7545
6.10
Greenville Health System Brand Identity Guidelines May 2013
Mug Notebook
Tote
Thumb drive
Pen
Our brand signature appears on a variety of promotional and gift items widely used by employees, patients and community members.
Gift and Promotional Items
Primary contact: Gary [email protected](864) 797-7545
6.11
Greenville Health System Brand Identity Guidelines May 2013
7. Managing the Brand Developing and maintaining the brand
Greenville Health System Brand Identity Guidelines May 2013
Adapting design systems and trade dress as an organization evolves requires ongoing, thoughtful and deliberate process management. Effective design development follows these general steps:
Conduct audit of current design approach. Assess needs, opportunities, strengths, weaknesses and processes of existing system. Identify target audiences and internal stakeholders. Develop budgets and implementation schedule.
Apply visual brand building blocks (signature, color, typography, imagery) to create a new or modified design system. Design development by either internal creative team or external design consultant involves creative exploration and close collaboration with an internal management team composed of key stakeholders. This phase may require multiple steps to discover and refine a final design direction that is compelling, systematic and practical. Final design concept is presented and explained to internal users.
Create design specifications and/or design templates for the design system. This phase clearly defines the design system for cost-effective and efficient execution by internal and external teams.
Brand Design System Development
1. Audit and Assessment
2. Design Development
3. Design Specification
7.1
Greenville Health System Brand Identity Guidelines May 2013
Design specifications may be used to solicit bids from selected vendors. Internal management teams composed of Marketing, Purchasing and representatives from other relevant internal groups provide oversight in the selection and managementof vendors.
Internal management team composed of Marketing, Purchasing and representatives from other relevant internal groups reviews first generation of proofs to ensure that vendor can maintain design integrity.
Internal management team composed of Marketing, Purchasing and representatives from other relevant internal groups monitors design for consistency and quality. Periodic and regular audits are conducted for review by senior management.
Brand Design System Development (continued)
4. Design Bid
5. First-generation Proofing
6. Ongoing Management Oversight
7.2
Greenville Health System Brand Identity Guidelines May 2013
Our signatures are available in two kinds of electronic file formats:
1. Screen viewing. These files are low-resolution electronic formats designed for viewing on computer screens. The most common type is called a JPEG. Because they are lower resolution, JPEGs take up less memory on computers. They are often imported into Microsoft PowerPoint and Word documents. When JPEG files print on desktopprinters, color is often wrong and the edges of letters appearjagged. Do not use these files to make desktop-printed stationery. Use only professionally pre-printed stationery. Never send JPEG signature files to be professionally printed.
2. Professional printing. These files are high-resolution electronic formats designed for offset and silkscreen printing. The most common type is called an EPS. Stationery, marketing communications and advertising use EPS files. When theyare printed, EPS files maintain accurate color and sharpdetail. Always be sure to supply printers with the correctelectronic files from Marketing.
Access electronic logo files at: www.ghs.org/logo. Direct anyquestions about printing signatures and electronic file types to Marketing.
Using Electronic Files
jpeg or eps?
7.3
Greenville Health System Brand Identity Guidelines May 2013
Support for specific brand identity and communicationis available from Marketing.
Sally FoisterDirector, Marketing [email protected]
(864) 797-7530
Gary HippsManager, Brand [email protected]
(864) 797-7545
Brand Support
Questions?
7.5
Greenville Health System Brand Identity Guidelines May 2013
These are some key words we will be using throughout our brand implementation.
Spot Color A specific ink color, usually a Pantone color.
Offset Printing A professional printing process.
Coated A glossy paper, noted in the PMS color matching
system by an ink number followed by the letter “C” (example
361C).
Uncoated A porous paper, noted in the PMS color matching
system by an ink number followed by the letter “U” (example
361U).
Reverse A light image on a dark background.
Positive A dark image on a light background.
JPEG, PNG, GIFF Types of electronic image formats, usually in low
resolution, best suited for screen viewing.
EPS A type of electronic image that maintains high resolution
at any size, most often used for professional printing.
Brand Identification Terms
Symbol A unique graphic element used to identify a brand.
Logo Specifically, a brand name appearing in a unique
typestyle. “Logo” is also commonly used to refer to a brand
symbol or signature.
Signature A proprietary design that combines a brand symbol
and name in a unique configuration.
Typography The appearance and arrangement of type.
Font A complete typestyle family, including all its variations
of weights, italics and numbers.
Four-color Process A professional method of printing that
combines four basic colors to render color images.
PMS Color A specific color from the Pantone Matching
System, an ink color matching system universally recognized
by printers.
7.6