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Branding and Identity Guidelines.

2015

CARING FOR THE BODY, MIND & SPIRIT SINCE 1869

Renowned for compassionate care, St. Joseph’s is one of the best

academic health care organizations in Canada dedicated to helping

people live to their fullest by minimizing the effects of injury, disease

and disability through excellence in care, teaching and research.

Contents

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Our Brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2Vision, Mission and Values . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Brand Identity Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4A. Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

B. Tagline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

C. Descriptor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

D. Corporate Signature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

E. Terms and References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

F. Site Names and Acronyms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

E. Colour Family . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

F. Fonts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

G. Imagery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

H. Voice, Tone and Look . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Corporate Templates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22A. Presentation Template (PowerPoint) . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

B. Letterhead Template (Word) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

C. Fact Sheet Template (Word) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

D. Poster Templates (Word) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

E. Brochure Template (Word) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

F. Program Brochure (InDesign) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

Contact Information and Questions . . . . . . . . . . . . . . . . . . . . . . . 33


Branding and Identity Guidelines


IntroductionA brand is a promise... Symbolized by an identity Explored through communications Delivered through performance ...creating valuable experiences.

With a renewed mission, vision and values statement, St. Joseph’s will continue to respond to the growing and changing health needs of our community. How we help people live to their fullest through excellence in care, teaching and research, is in essence, our brand - a brand being an intangible representation of who we are as an organization, what we do, for whom, and how. Our brand is our personality. It conveys our philosophy and our attitude. It helps to communicate the very essence, character and purpose of our organization.

Our brand is the coming together of our history and our vision, it guides our direction, motivates our employees and informs those we serve as we strive to fulfill our mission. In support of our renewed vision and mission, we have also refreshed and evolved the elements that collectively form our brand identity.

The purpose of this guide is to introduce the fundamentals, logic and ideas behind everything that supports the St. Joseph’s brand. It outlines how our logos, colours and font selections, as well as our tagline and descriptor, come together to help articulate our role in the health care community and the value of the services we provide to those we serve.

Our brand is our personality. It conveys

our philosophy and our attitude. It helps

to communicate the very essence,

character and purpose of our organization.

PAGE 1Branding and Identity Guidelines


Our Brand St. Joseph’s Health Care LondonOur vision, mission and values speak directly to the underlying beliefs that form the foundation of our brand - at St. Joseph’s, we help people live full, independent and healthier lives through excellence in care, teaching and research.

VISION

From the shortest visit to the longest stay, we earn complete confidence in the care we provide, and make a lasting difference in the quest to live fully.

MISSION

We help all who come to us for care to maintain and improve their health. We work with people to minimize the effects of injury, disease and disability. We do this by pursuing excellence in care, research and education in a wide range of hospital, clinic, long term and community-based settings.

In the spirit of our founders, we care in the example of Jesus Christ and in keeping with our values. We attend to the wholeness of each person – body, mind and spirit. We are a life-affirming community, nurturing a living spirituality through all stages of life, health, suffering and death. We ensure ongoing ethical reflection.

We advocate for those who are vulnerable and without a voice. We actively pursue and build partnerships to create a better health care system.

VALUES

Respect

• Honour the people we serve

• Appreciate the work of others

• Welcome the contributions of all

• Celebrate diversity

• Be truthful, honest and open

• LISTEN

Excellence

• Give our best each day

• Be creative and resourceful with our gifts, skills and talents

• Build on our proud past

• Work as a team to seek the new, the undiscovered

• LEARN

Compassion

• Be with others

• Understand their needs, realities and hopes

• Give from the heart

• Sustain the spirit

• Make a difference

• CARE

At St. Joseph’s, we help people live full,

independent and healthier lives through

excellence in care, teaching and research.

Branding and Identity Guidelines PAGE 2

Our Brand St. Joseph’s Health Care FoundationSt. Joseph’s Health Care Foundation assists the St. Joseph’s Health Care London family by providing a critical link between care, research, philanthropy and the community. Through donor support the Foundation contributes to research initiatives, specialized equipment, advances in care delivery, and capital funds for hospital building projects.

VISION

Our donors will have a personally fulfilling giving experience, confident they are improving the lives of people touched by St. Joseph’s care, teaching and research.

MISSION

With the support of a giving community, we invest in health care innovation and discovery at St. Joseph’s that would otherwise not be possible.

VALUES

Respect

Respect for donors, volunteers and care givers and the important role they play in our work.

Excellence

Excellence in all aspects of our work, including the pursuit of innovation and best practice.

Integrity

Integrity in our fiscal management, and public accountability.

Donor support makes the impossible

possible.




Brand Identity ElementsThere is an expression that says ‘design is essential, but design is not a brand’. St. Joseph’s is a brand because of its role, its vision and its mission, and most importantly, it is a brand because of the way we do what we do – care, teach and discover.

The elements that make up St. Joseph’s brand identity can be instrumental in accurately and effectively communicating the promise St. Joseph’s makes to its stakeholders each day. These elements include the following:

A. Logos

B. Tagline

C. Descriptor

D. Corporate Signature

E. Colour Family

F. Fonts

G. Imagery

H. Voice, Tone and Look

St. Joseph’s brand elements

are instrumental in accurately

and effectively communicating

the promise St. Joseph’s makes to its stakeholders,

each day.



Brand Identity ElementsLOGOS

Both the St. Joseph’s Health Care London and the St. Joseph’s Health Care Foundation logos have evolved to achieve a higher level of consistency, and so that they will function more effectively in a wide range of applications. At the same time, they have been refreshed and adhere to best practice standards. In the process, however, the equity in these logos has been maintained.

Logo usage guidelines have been prepared to support the use of these important brand marks. These are intended to help us, as well as our creative services partners, apply the logo accurately, consistently and in a manner appropriate with any given application. Guidelines for both logos are detailed in the following pages.

Any questions regarding usage of these logos should be directed to their respective communications departments. See the back of this document for information.

The logos have evolved to achieve

a higher level of consistency, and so

that they will function more effectively in a

wide range of applications.


Brand Identity ElementsLOGOS – LOGO ELEMENTS

The configurations shown below are the only authorized logos for St. Joseph’s Health Care London and St. Joseph’s Health Care Foundation. They consist of an icon (distinctive element) and wordmark (descriptive element) which must appear together and in the proportions and positions shown. Under no circumstances should these design elements be separated.

Colour

The image below is the preferred version and is to be used in all instances unless

limited by print or production processes.

Black

To be used in all instances where it is not possible to use full-colour.

White

For design purposes only. Available through Communication and Public Affairs.



WORDMARKICON WORDMARKICON

PAGE 6

White and blue logo versions are intended to be used for formal design purposes only.


Brand Identity ElementsLOGOS – CONTROL FIELD

The corporate logo is an essential part of any form of corporate communication. Its impact and importance must be considered at the beginning of the design process for any visual communication format. To ensure its clarity and importance, adequate clear space must be left around the signature. This space is known as the control field.

The control field (non-interference space or clear space) is indicated below. The “O” in “Joseph’s” represents the minimum space to be left clear around the logo in any application, and should be strictly adhered to. This distance will scale proportionately to the size of the logo as required. However, when possible, the addition of more white space will add greater legibility and distinction to the signature.

The logo must be printed on a white background or one providing sufficient contrast for the colours to remain distinguished.

When working with a photographic background, be sure to place the logo on a part of the background that is free of distracting elements and provides sufficient contrast to allow for clear legibility.

The dignity of the logo should be enhanced by carefully integrating it into the overall design of the communication piece. It should never appear to have been an afterthought.


Brand Identity ElementsLOGOS – COLOUR SPECIFICATIONS AND USAGE

The corporate colours of St. Joseph’s Health Care London and St. Joseph’s Health Care Foundation are PMS 285 (Blue), PMS 577 (Green). For accurate colour information, or to obtain official printer’s colour chips, please refer to a current Pantone Solid Colour Guide.

Although every effort is made to ensure accuracy, process colour reproduction may not match Pantone identified solid colour standards. The proper breakdowns for printing with process inks (Cyan, Magenta, Yellow and Black) are indicated below.

It should also be noted that electronic documents (such as Microsoft Word, PowerPoint and WordPerfect) can differ once again. In these cases, the RGB scale (Red, Green and Blue) should be used, and the breakdowns indicated below should be observed.

The hexadecimal values are provided for content being displayed on websites.

PMS

285

C: 89%M: 43%Y: 0%K: 0%

R: 0G: 119B: 212Hex: 0077D4

PMS

577

C: 24%M: 0%Y: 46%K: 10%

R: 178G: 200B: 145Hex: B2C891

Black

C: 0%M: 0%Y: 0%K: 100%

R: 0G: 0B: 0Hex: 000000

The colours shown on this page and throughout this guide are examples only and may not match the PANTONE® Colour Standards. For accurate colour information, please refer to a current PANTONE® Matching System colour guide.



Brand Identity ElementsLOGOS – LOGO USAGE

Colour

Indicates the only proper colour signature, with the logo in PMS 285, PMS 577. This combination must be printed on a white background or one providing sufficient contrast for the colours to remain distinguished.

Black

For single-colour applications, the logo should appear as 100% black.

One Colour

For single-colour applications, the logo can appear as 100% PMS 285.

White

If using a white logo, ideally it will be against black. If, however, the logo is white on a different colour background or photo, be sure that the background offers sufficient contrast for the logo to remain distinguished. Please note that this is NOT a preferred option.

White and blue logo versions are intended to be used for formal design purposes only.



Full-colour

Single-colour – White

Single-colour – PMS 285 Single-colour – Black

PAGE 9


Brand Identity ElementsLOGOS – SIZE LIMITATIONS AND APPLICATIONS

Although the St. Joseph’s Health Care London and St. Joseph’s Health Care Foundation logos have been designed to translate well into most applications, there are some instances where, due to various production limitations, stricter guidelines must be enforced to maintain integrity.The logos should always appear so that all text is legible. The minimum size that either logo can reach while keeping this legibility will vary depending on the medium being used to reproduce it. In most print applications, a minimum size of 1” should be adhered to, as shown.


1" WIDTH 1" WIDTH

Brand Identity ElementsTAGLINE CARING FOR THE BODY, MIND & SPIRIT SINCE 1869

The tagline is simple yet powerful. In only a phrase, it captures the very essence of St. Joseph’s holistic approach of providing compassionate care for the whole person. It also takes great pride in announcing that we have been doing so longer than any other health care organization in our community - more than 140 years. Whenever the St. Joseph’s logo is used, it is desired that the tagline accompany it.

Examples of the tagline as it relates to the corporate signature are as follows:

Wide Layout – with Descriptor

Tagline is set all caps, flesh left, in Sensibility regular - 10.5 pt. The horizontal rule between the descriptor and tagline aligns with the top of St. Joseph’s in the logo. Space between the top of the descriptor and the rule should match space between the bottom of the tagline and the rule.

Wide Layout – without Descriptor

Tagline is set all caps, flush left, in Sensibility regular - 10.5 pt. Rule aligns with the top of St. Joseph’s in logo. The tagline aligns with the base of London in the logo.

Narrow Layout – with or without Descriptor

Tagline is set all caps, flush left, in Sensibility regular - 8.5 pt. The tagline breaks to three lines as shown, with the leading (line space) adjusted so the top and bottom of the tagline aligns with the top and bottom of the logo. Legibility is critical, so discretion must be shown in smaller layout formats and in certain applications (ie: specialty items).

The samples shown here are reduced and based on standard letter (wide) and letter-fold (narrow) sizes. These basic proportions should be adhered to when translating the corporate signature to other sizes and formats, being mindful that the suggested font sizes are minimums.

Our tagline reflects the compassionate

care and holistic approach that the hospital has been

providing for more than 140 years.



Brand Identity ElementsDESCRIPTOR Renowned for compassionate care, St. Joseph’s is one of the best academic

health care organizations in Canada dedicated to helping people live to their fullest by minimizing the effects of injury, disease and disability through excellence in care, teaching and research.

Our descriptor is a concise, understandable description of St. Joseph’s Health Care London - it conveys the essence of our vision and mission in a very conversational tone. The descriptor should be used in as many applications as possible and should always have the tagline appear with it.

Examples of the descriptor as it relates to the corporate signature are as follows:

Wide Layout

Descriptor is set upper and lowercase, justified, in Sensibility regular - 10.5 pt (14 pt leading). The horizontal rule between the tagline and descriptor aligns with the top of St. Joseph’s in the logo. Space between the top of the descriptor and the rule should match space between the bottom of the tagline and the rule.

Narrow Layout

Descriptor is set upper and lowercase, justified, in Sensibility regular - 8.25 pt (12 pt leading). Space between the top of descriptor and the rule matches space between the bottom of the website and the rule.

Foundation

Descriptor is set upper and lowercase, justified, in Sensibility regular - 8.25 pt (12 pt leading). The descriptor is set smaller than when with the hospital logo to accommodate the Imagine Canada Ethical Code logo. The horizontal rule aligns with the bottom of St. Joseph’s in the logo.

sjhcfoundation.org

Renowned for compassionate care, St. Joseph’s is one of the best academic health care

organizations in Canada dedicated to helping people live to their fullest by minimizing the

effects of injury, disease and disability through excellence in care, teaching and research.

Charitable registration (BN) No. 11918 3390 RR0001

The samples shown here are reduced and based on standard letter (wide) and letter-fold (narrow) sizes. These basic proportions should be adhered to when translating the corporate signature to other sizes and formats, being mindful that the suggested font sizes are minimums.

The descriptor conveys the essence

of our vision and mission in a very

conversational tone.



Brand Identity ElementsCORPORATE SIGNATURE

The corporate signature is essentially a snapshot of St. Joseph’s – its purpose, its history and its future – and is the foundation of our brand messaging. A combination of the descriptor, tagline, logo and website, the corporate signature should appear on all communication pieces and be handled in a manner in keeping with the layout samples shown on the following pages.

There are essentially three combinations of the corporate signature that have been used within the templates and current printed pieces.

Primary Corporate Signature

The goal is that this version should appear at least once on all corporate communication materials. It includes the tagline, descriptor, logo and website.

Secondary Corporate Signature

This version has just the tagline and the logo and may appear in a document so long as the primary signature is established on either the front or back pages.

Foundation Corporate Signature

This version should appear at least once on all corporate communication materials for St. Joseph’s Foundation. It includes the descriptor, logo and website and the Imagine Canada Ethical Code logo. Note that the tagline is not to be used.

sjhcfoundation.org

Renowned for compassionate care, St. Joseph’s is one of the best academic health care

organizations in Canada dedicated to helping people live to their fullest by minimizing the

effects of injury, disease and disability through excellence in care, teaching and research.

Charitable registration (BN) No. 11918 3390 RR0001

The samples shown here are based on standard letter width. These basic proportions should be adhered to when translating the corporate signature to other sizes and formats.

The corporate signature is a

snapshot of the purpose, mission

and history of St. Joseph’s.



Brand Identity ElementsCORPORATE SIGNATURE – CO-BRANDED

Some applications require that both the hospital and foundation be represented, in these instances, a co-branded corporate signature is required. This version of the corporate signature includes all the elements from the hospital and foundation signatures, with the exclusion of the Imagine Canada logo.

There are essentially two combinations of the co-branded signature that have been used within the templates and current printed pieces.

Primary Co-Branded Corporate Signature

This version should appear at least once on all corporate communication materials. It includes the tagline, descriptor, logo and website.

sjhc.london.on.ca sjhcfoundation.org

Renowned for compassionate care, St. Joseph’s is one of the best

academic health care organizations in Canada dedicated to helping

people live to their fullest by minimizing the effects of injury, disease

and disability through excellence in care, teaching and research.

Secondary Co-Branded Corporate Signature

This version has just the tagline and the logos and may appear in a document so long as the primary signature is established on either the front or back pages.

The sample shown here is based on standard letter width. These basic proportions should be adhered to when translating the corporate signature to other sizes and formats.




Brand Identity ElementsTERMS AND REFERENCESSt. Joseph’s Health Care London

• This is the appropriate term in all applications, except when the name is being used in a legally binding application such as a legal contract; in these instances the formal name will be used: St. Joseph’s Health Care, London.

Please Note:

• When referencing a St. Joseph’s site or facility, include St. Joseph’s in front of the site name if the document does not formally refer to St. Joseph’s.

For example: – St. Joseph’s Parkwood Institute (first reference)

– Parkwood Institute (second reference)

• The name St. Joseph’s Health Care London should appear on the same line when set in copy. If not possible, though, the name can be broken at either of the following spots: St. Joseph’s | Health Care | London.

• The name St. Joseph’s Health Care Foundation should appear on the same line when set in copy. If not possible, though, the name can be broken at either of the following spots: St. Joseph’s | Health Care | Foundation.

REFERENCESUse of ampersand

The use of “&” will be limited to design elements including the corporate tag line and other special elements. It should not be used in website content, on brochures or in program names.



Site Names and AcronymsBelow are the proper references and short forms for the sites in the St. Joseph’s family.

• Mount Hope Centre for Long Term Care (Mount Hope)

• Parkwood Institute Main Building (Parkwood Institute)

• Parkwood Institute Mental Health Care Building (Parkwood Institute)

• Southwest Centre for Forensic Mental Health Care (Southwest Centre)

• St. Joseph’s Hospital (St. Joseph’s Hospital)

The short form for the overall corporate name, and used as a second reference, is St. Joseph’s. The first reference is St. Joseph's Health Care London. Example: St. Joseph's Health Care London (St. Joseph's).

We do not use the following acronym’s or short-forms:

• SJHC or SJHCF

• St. Joe’s in any formal documents or published materials [web or print]

• Grosvenor site

• Parkwood site

• South Campus

• St Mary’s

• Etc.


Brand Identity ElementsCOLOUR FAMILY

The colours that make up the St. Joseph’s logos are long established. It is important that these colours be used consistently in order to uphold the integrity of these marks. These are clearly outlined in the Logo Usage Guidelines and are repeated below:

Corporate Colour Family

PMS

285

C: 89%M: 43%Y: 0%K: 0%

R: 0G: 119B: 212

PMS

577

C: 24%M: 0%Y: 46%K: 10%

R: 178G: 200B: 145

Secondary Colour Family

Recommended complimentary colours are provided here for reference. There are a wide range of applications where a broader spectrum of colours may be used either by approved professional services partners or at the direction of St. Joseph’s Communication & Public Affairs team.

PMS

2716

C: 45%M: 29%Y: 0%K: 0%

R: 159G: 165B: 206

PMS

2665

C: 62%M: 60%Y: 0%K: 0%

R: 120G: 106B: 166

PMS

279

C: 68%M: 34%Y: 0%K: 0%

R: 117G: 142B: 197

PMS

543

C: 41%M: 11%Y: 0%K: 0%

R: 175G: 197B: 230

PMS

305

C: 56%M: 0%Y: 6%K: 0%

R: 149G: 199B: 232

PMS

2975

C: 30%M: 0%Y: 5%K: 0%

R: 199G: 224B: 239

PMS

3248

C: 43%M: 0%Y: 24%K: 0%

R: 173G: 209B: 204

PMS

366

C: 20%M: 0%Y: 44%K: 0%

R: 216G: 230B: 172

PMS

4515

C: 0%M: 9%Y: 50%K: 24%

R: 199G: 187B: 122

PMS Warm Grey 4

C: 0%M: 4%Y: 9%K: 24%

R: 203G: 198B: 188

PMS

156

C: 0%M: 22%Y: 42%K: 0%

R: 240G: 210B: 157

PMS

1205

C: 0%M: 5%Y: 31%K: 0%

R: 251G: 242B: 193

PMS

1788

C: 0%M: 84%Y: 88%K: 0%

R: 199G: 77B: 52

The colours shown on this page and throughout this guide are examples only and may not match the PANTONE® Colour Standards. For accurate colour information, please refer to a current PANTONE® Matching System colour guide.



It is important that these colours be

used consistently in order to uphold

the integrity of the St. Joseph’s

logos and brand.

Brand Identity ElementsPRIMARY DESIGN FONT

The Sense and Sensibility font family is fresh, clean-edged, dynamic and adaptable, offering a variety of weights and stances. Sense and Sensibility is a valuable tool, as it allows us to communicate purposefully with our stakeholders in a way that expresses our vibrant personality. St. Joseph’s owns the rights to use the Sense and Sensibility family of fonts, which are installed on all computers throughout the organization. All communication pieces should use these fonts in accordance to the style guidelines, templates and samples presented in this document.

For guidance on proper font treatments, formats and what weight of font is best used where, please refer to the Corporate Templates (page 22) and advertising examples (page 29).

SENSEA modern sans-serif, used primarily in

charts, call-outs and reverse settings.

Primary Font Weights

Sense – Light

Sense – Light Italic

Sense – Regular

Sense – Regular Italic

Sense – Medium

Sense – Medium Italic

Secondary Font Weights

Sense – Extra Light

Sense – Extra Light Italic

Sense – Bold

Sense – Bold Italic

Sense – Extra Bold

Sense – Extra Bold Italic

Sense – Black

Sense – Black Italic

SENSIBILITYA humanist sans with subtle serifs to aid in readability, used primarily

in body copy and headlines.

Primary Font Weights

Sensibility – Light

Sensibility – Light Italic

Sensibility – Regular

Sensibility – Regular Italic

Sensibility – Medium

Sensibility – Medium Italic

Secondary Font Weights

Sensibility – Extra Light

Sensibility – Extra Light Italic

Sensibility – Bold

Sensibility – Bold Italic

Sensibility – Extra Bold

Sensibility – Extra Bold Italic

Sensibility – Black

Sensibility – Black Italic

NOTE: If Sense and Sensibility is not installed on your computer, please contact the Help Desk at St. Joseph’s.

Like logos, colours and consistent design structure, proper font

usage is an integral part of maintaining

brand identity.




Brand Identity ElementsPRIMARY DIGITAL FONT

The Calibri font is to be used primarily in digital applications and for large amounts of body copy. This font is part of the Microsoft Office Suite and is pre-installed on all machines throughout the organization.

In cases where a large amount of body copy is being set, Cambria may be substituted for Calibri, offering enhanced readability, even when printed small or displayed on a low-resolution screen. Cambria should not be used for headlines or titling.

CALIBRIThe primary font for digital applications.

ABCDabcd – Regular

ABCDabcd – Italic

ABCDabcd – Bold

ABCDabcd – Bold Italic

ARIAL – ALTERNATE FONTIn cases where Calibri is not available.


ABCDabcd – Italic

ABCDabcd – Bold


CAMBRIA – ALTERNATE BODY FONTIn cases where large amounts of body copy are being set.


ABCDabcd – Italic

ABCDabcd – Bold




Brand Identity ElementsIMAGERY

Wherever possible, imagery should be used to strengthen and support the stories being told or the messages being conveyed. The use of close-cropped images in advertising is always preferred, allowing the viewer to focus on the essential element(s) of the photo. When directing new photography, be sure to capture the whole body of the subject in order to allow for close-cropping. However, when not possible, photos can be used in a more traditional framed approach, ideally tilted counter-clockwise to a 4 degree angle with a left-side/bottom shadow added to provide additional texture and visual interest. In situations where ease of editability in basic desktop software must be respected, framed images may appear square to the baseline.

In all cases, images should appear against the baseline and to the left side of the signature area.

NOTE: No imagery should be procured or used without prior approval of Communication and Public Affairs.

Imagery should be used to strengthen

and support the stories being told or the messages being conveyed.


Framed – Angled

Framed – Square to base

Close Cropped

CARING FOR THE BODY, MIND & SPIRIT CARING FOR THE


Brand Identity ElementsVOICE, TONE AND LOOK

Because of your support, Because of a donor, Because of our care providers, Because of our research, Because there is a need...

‘Because’ is the voice that enables us to tell the stories of St. Joseph’s. Whether told from the organization’s perspective, or from the point-of-view of someone who has received care, the stories we tell always reinforce that St. Joseph’s is an academic health care organization and compassionate care provider - and why that matters to us all.

There are four primary ‘voices’:

1. Hospital Attribute - always told from the organization’s perspective; this voice tells the story of how we help people live to their fullest through excellence in care, teaching and/or research.

2. Problem/Solution - This voice speaks to the many specific health issues and challenges impacting our community; it demonstrates the important role St. Joseph’s plays in meeting these challenges.

3. Testimonial - Through the voices of St. Joseph’s patients, we are able to explain how St. Joseph’s has improved health, saved lives, reduced pain and improved the wellbeing of countless patients – and their families.

4. Stewardship - The hospital’s growth and success hinges on the support of generous donors. This voice acknowledges specific donors and how their generous gifts have helped St. Joseph’s fulfill its mission

The ‘tone’ of all St. Joseph’s communications should be understandable and conversational, in keeping with the attentive, compassionate care the organization provides, but always dignified, respectful and professional, which is consistent with St. Joseph’s reputation.

St. Joseph’s has a look that is best demonstrated by the advertising layouts shown on page 29. It could be described as clean, concise, professional and friendly. From this foundation, a creative direction has been established. This direction, or ‘look’, should flavour all visual communications. Examples can be found in the Corporate Templates, starting on page 22.

NOTE: No advertising should be designed or developed without prior approval from Communication and Public Affairs.

The ‘tone’ of all St. Joseph’s

communications should be in keeping

with the attentive, compassionate care

the organization provides.

Born with an aBnormality in his hand, Connor could not hold drumsticks.

after surgery and therapy at our internationally renowned hand and Upper limb

Centre – a specialized clinical, research and academic centre which provides care

for nearly 40,000 patients a year – Connor can now do what he loves. Visit our

website to learn more about care, research and education at st. Joseph’s.

Caring for the Body, mind & spirit sinCe 1869

sjhc.london.on.ca

World-class care lets Connor follow his passion.

renowned for compassionate care, st. Joseph’s is one of the best academic health care organizations in Canada dedicated to helping

people live to their fullest by minimizing the effects of injury, disease and disability through excellence in care, teaching and research.

CLIENT

SIZE

7 Column x 150(8.0625”x 10.75”)

St. Joseph’s Health CareJOB DESCRIPTION

AD - SurgeryTMD Copy

PRODUCTION NOTES

TMD Copy, Headline & CTACOLOUR

CMYK

DATE TIME DESIGNER ACCOUNT REP

January 24/12 3:41 MC RT

DOCKET #

229-068F

519.439.8080 866.439.8080 TMD.CAThE MARKETING DEPARTMENT 457 King Street London, Ontario, Canada N6B 1S8

REVISIONS

VERSION

C

Because of St. Joseph’s...

the beat goes on.


Corporate TemplatesWhen the St. Joseph’s brand elements are used consistently and in adherence to these guidelines, it, in fact, adds value for the stakeholders we serve. There are a number of existing resources available to you.

Below is a list of some of the tools and templates that are available to you now. All templates have been formatted to best suit their respective needs and include style guides that should be adhered to in order to maintain ongoing brand continuity.

These files are available in the corporate G drive: File/New/My templates/St. Joseph’s (tab).

Available templates* include:

A. Presentation Templates (PowerPoint)

B. Letterhead Template (Word)

C. Fact Sheet Template (Word)

D. Poster Templates (Word)

E. Brochure Template (Word)

F. Program Brochure – Available in InDesign only. Contact Communications and Public Affiars.

Communication and Public Affairs is to review and approve all materials used externally (i.e. patient communication, patient forms, posters, brochures, handouts, promotional materials, messaging and signage).

E-learning modules are available on the intranet to step you through the use of corporate templates. Refer to the branding guidelines section.

*Most templates are available in colour and black and white.

When the brand elements are used

consistently and in adherence to

these guidelines, it adds value for

the stakeholders we serve.



Corporate TemplatesPRESENTATION TEMPLATE (POWERPOINT)

PowerPoint templates are set in a standard 4:3 format and available in three different layout styles. If you require a widescreen 16:9 format, please contact Communication and Public Affairs.


Layout Style A

Layout Style B

Layout Style C



Corporate TemplatesLETTERHEAD TEMPLATE (WORD)

Minimum size for fonts should be 10 pt, for the Foundation it is 12 pt.

Letterhead



Corporate TemplatesFACT SHEET TEMPLATE (WORD)

Fact Sheet



Corporate TemplatesPOSTER TEMPLATES (WORD)

Poster - With Photo


Poster - No Photo


Corporate TemplatesBROCHURE TEMPLATE (WORD)

Brochure template - Cover Spread

Brochure template – Alt. Cover Brochure template – Inside Spread

6 panel roll fold brochure


Corporate TemplatesPROGRAM BROCHURE

For more advanced applications (ie. formal program literature), there are a number of design templates available only through Communication and Public Affairs.

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Our Care Team

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The Process

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Key Features

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Place for Image(Can be left removed if no image available)


Program brochure - Cover Spread

6 panel roll fold brochure


Program brochure - Inside Spread


Advertising Advertising layouts have been created to inform the public on care, research and fundraising successes of St. Joseph’s. For many, advertising may be the only exposure they get to hospital information. To that end, a crisp and focused layout is necessary in conveying the voice, tone and look of the St. Joseph’s brand as quickly and succinctly as possible. This level of brand clarity can only be achieved through the proper use of the brand identity elements and adherence to these guidelines.

The Foundation and the Hospital have layout formats and design treatments that best address their specific messaging requirements, yet both maintain the integrity of the standards defined herein.


Ads generally have the broadest viewership of

all branded elements and should demonstrate

the strongest brand adherence.

Hospital Ad Foundation Ad

PAGE 29

AdvertisingVOICE, TONE & LOOK



Hospital Attribute

Testimonial

Problem/Solution

Stewardship

PAGE 30

AdvertisingDESIGN STANDARDS – HOSPITAL

The following illustrates the standards to be adhered to in creating new St. Joseph’s advertisements, regardless of the ‘voice’ used [see page 21]. The ad shown represents a full-page magazine size. When adjusting for other ad sizes, font size and graphic relationships still need to be maintained. Note that headline font size may have to be adjusted to accommodate longer headlines. The size shown here is the preferred size.

HEADING – BECAUSE...All headings must start with a ‘Because...’ phrase and end with an ellipsis ...Font: Sensibility MediumSize: 65 ptLeading: 65 ptColour: 53% black/PMS-285Position: Centred

SUB-HEADFont: Sensibility MediumSize: 17 ptLeading: 17 ptColour: PMS-285Position: Flush Left

BODY COPYFont: Sensibility regularSize: 11 ptLeading: 16.5 ptColour: BlackPosition: Justified

TAGLINE & WEBSITEFont: Sensibility regularSize: 8.5 ptLeading: 22 ptColour: BlackPosition: Flush Left

DESCRIPTORFont: Sensibility regularSize: 7 ptLeading: 12 ptColour: BlackPosition: Justified


Baseline alignment

logo alignment with rule

0.5

inch

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inch

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AdvertisingDESIGN STANDARDS – FOUNDATION

The following illustrates the standards to be adhered to in creating new St. Joseph’s Foundation advertisements, regardless of the ‘voice’ used [see page 21]. The ad shown represents a full-page magazine size. When adjusting for other ad sizes, font size and graphic relationships still need to be maintained. Note that headline font size may have to be adjusted to accommodate longer headlines. The size shown here is the preferred size.

HEADING – BECAUSE...All headings must start with a ‘Because...’ phrase and end with an ellipsis ...Font: Sensibility MediumSize: 65 ptLeading: 65 ptColour: 53% black/PMS-285Position: Centred

SUB-HEADFont: Sensibility MediumSize: 17 ptLeading: 17 ptColour: PMS-285Position: Flush Left

BODY COPYFont: Sensibility regularSize: 11 ptLeading: 16.5 ptColour: BlackPosition: Justified

CHARITABLE REGISTRATION NUMBERNeeds to be included

WEBSITEFont: Sensibility regularSize: 8.5 ptLeading: 22 ptColour: BlackPosition: Flush right

DESCRIPTORFont: Sensibility regularSize: 7 ptLeading: 12 ptColour: BlackPosition: Justified

IMAGINE CANADA LOGOShould appear in the bottom left of the corporate signature on all Foundation ads.


0.5

inch

mar

gin


Baseline alignment

logo alignment with rule


229-225 10-15


Contact Information and QuestionsFor more information, please contact Communication and Public Affairs at 519 646-6034 or the Foundation at 519 646-6085

PAGE 33

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