The Bridge Clinic - Brand Guidelines

The Bridge Clinic - Branding Guidelines 2012

The Bridge Clinic Brand Guidelines 2012

Copyright ©2012 The Bridge Clinic. All rights reserved.

2 The Bridge Clinic - Branding Guidelines 2012

Contents

Brand Values 3Our Logo 4Primary Logo: Pantone gradient 5Primary Logo: CMYK gradient 6Secondary Logo: Solid colour 7One Colour Logo 8Logo: Scaling and minimum size 9Logo: Positioning 10Logo do’s and don’ts 11Primary Brand Colours 12Secondary Brand Colours 13Secondary Brand Colours: Example Uses 14Primary Typeface 15Secondary Typeface 16


Brand values

ExcellenceWe strive to out-perform the market in every aspect of daily work life, setting the highest standards in treatments, patient care and service.

CaringWorking within what can be a delicate and sensitive industry, we endeavour to make patients as comfortable and at ease as possible, understanding their needs, responding to their concerns and offering the highest level of personal service with attentive and compassionate staff.

ConscientiousWhilst striving to deliver optimum commercial results, The Bridge Clinic understands its responsibilities within the community and society as a whole, and we undertake numerous CSR initiatives to give opportunities for the less fortunate to receive both treatment and employment prospects.

HonestyIn all facets of the business, we are open and honest with our patients at all times, providing the maximum amount of information available. This allows them to make informed decisions and receive the best possible type of treatment for their individual needs, whilst at the same time managing their expectations.

SafetyOperating in a highly technical industry, we pride ourselves on attention to detail with regards to safety and reliability, prioritising the wellbeing of patients and staff at all times and going above and beyond to ensure the application of the most stringent safety standards.

PioneeringAs a modern, cutting edge ACU, The Bridge Clinic leads the way in introducing new techniques and technologies in the industry.

Our brand values are a unique set of principles that distinguish us from the competition and increase our advantage in a crowded marketplace. They represent the core beliefs of The Bridge Clinic, inform our decisions and shape our culture. They also provide internal and external design teams with a common language and set parameters with which to accurately represent our brand.


Our Logo

Reversed OutUse this version when the application requires a simplified mark in white or the background is too dark to allow use of the preferred Primary Colour Version.

Blue box sizing

The Bridge Clinic logo is the principal visualisation of our business, making a clear statement to the market about who we are and what we represent. It portrays the key elements of the brand in a striking graphic signature, providing an assurance that product or service it is associated with fulfills the exceptional standards of The Bridge Clinic.


Primary Logo: Pantone gradient

Layer StructureBottom: Pantone 285 C / 100% Middle: Gradient Pantone 286 C 60% to white. Effect: MultiplyTop: Logo white

Reversed Out Logo - Pantones

Layer StructureBottom: Pantone 285 C / 100% Top: Gradient Pantone 286 C 60% to white. Effect: Multiply

Primary Logo - Pantones

The primary version contains a dark-to-light gradient and should be used wherever possible. If for any reason the gradient cannot be accurately represented in either pantone or CMYK colours as described below, a solid version may be used.

Bottom Layer Middle Layer

2 layers

3 layers

Bottom Layer Top Layer


Primary Logo: CMYK gradient

Layer StructureBottom: Pantone 285 C / 100% Middle: Gradient Pantone 286 C 60% to white. Effect: MultiplyTop: Logo white

Reversed Out Logo - CMYK

Layer StructureBottom: Light Blue C89 M43 Y0 K0 / 100% Top: Gradient Dark Blue C100 M66 Y2 K0 to white. Effect: Multiply

Primary Logo - CMYK

Bottom Layer Middle Layer

The light to dark blue gradient logo is to be used where possible, but solid blue can be used.

2 layers

3 layers

Bottom Layer Top Layer


Secondary Logo: Solid colour

Reversed Out Secondary LogoSecondary Logo

White & Pantone 285 C or CMYK 89 / 43 / 0 / 0

Black & Pantone 285 C or CMYK 89 / 43 / 0 / 0

The light to dark blue gradient logo is to be used where possible, but solid blue can be used.


One Colour Logo

Reversed Out LogoLogo

In situations where the primary or secondary logos cannot be applied, the mono version should be used.


Our logo should be presented in its standard and customary fashion in order to be immediately recognizable as belonging to The Bridge Clinic. Consistent presentation not only protects the brand and ensures uniform usage, it makes the jobs of internal and external design teams easier.

Scaling When used in EPS format, our logo may be scaled to any size necessary providing the minimum size requirements are met. The aspect ratio and proportion of the logo must always be maintained when scaling.

Clear space Clear space is the minimum “breathing room” maintained around the logo, which must be free of graphics, text and other marks. Always ensure that our logo is surrounded by the amount of clear space illustrated right.

Minimum sizeMinimum size refers to the minimum height permitted for The Bridge Clinic’s logo. It guarantees that our brand is always clearly legible and accurately represented.

Minimum size for all versions of the logo is 8mm

Primary logo clear space

Preferred logo minimum size

8 mm

Logo: Scaling and minimum size


When creating personal documents, presentations or internal communications, it is of paramount importance that consistency is maintained in the representation of our brand.

Covers Depending on the requirements of the document, on the cover our logo may either be positioned:

Centred vertically and horizontally with title beneath and TUV logos in bottom right hand corner (option 1)

OR

In the top right hand corner, equidistant from the horizontal and vertical edges of the page, with the TUV logos in the bottom right hand corner (option 2)

Inside pagesOur logo must be positioned in the top right hand corner of all internal pages. As above, it must be equidistant from the horizontal and vertical edges of the page, and with the TUV logos in the bottom right hand corner.

Whether on a cover or inside page, when deploying in the top right hand corner there should always be a visible amount of space between our logo and the edge of the page to ensure clarity. The standard MS Office margin of 2.54cm is the minimum requirement for this distance.

Logo: Positioning

Cover positoning - option 1

Cover positoning - option 2

Inside page positoning

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DOCUMENT TITLEDOCUMENT TITLE

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Logo do’s and don’ts

Do not outline the brandmark in any color.Do not change the brandmark colors. Do not change the logo’s proportion.

Do not add drop shadows or other effects.Do not rotate the logo. Do not place the logo on a complicated background or a background that reduces its legibility.

Logo can be used on a low contrast backgroundLogo can be used on a low contrast background Do not use the logo in a holding box or other shape.

In order to protect our brand and the way we are represented within the market, we need to ensure that our logo is clearly recognizable and is properly used at all times. It must not be altered under any circumstances. The examples below show various uses to avoid and certain backgrounds that are permissible.


Primary Brand Colours

Our primary colours are strong and straightforward. They represent The Bridge Clinic brand at its most elementary level and are the colours used in our main logo.

Pantone 285 CC 89 M 43 Y 0 K 0

Pantone 286 CC 100 M 66 Y 0 K2

Pantone 286 CC 100 M55 Y 0 K55

Pantone 286 CC 100 M55 Y 0 K55


Secondary Brand Colours

Our secondary colour palette allows flexibility in brand communications to highlight typographic areas such as in subheadings, product name and descriptors.

C 0 M 34 Y 89 K 0 C 8 M 0 Y 99 K20 C 0 M50 Y 0 K0C 0 M 75 Y 79 K 0 C 15 M100 Y 0 K1


Secondary Brand Colours: Example Uses

for dropping off or picking up patients only. Valet parking is available at theThe Bridge Clinic; alternatively there is a parking area in Circus Road opposite The Bridge your cubicle or chair where your nurse will check your blood Clinic. The Bridge Clinic provides a shuttle bus service to and from the buildings. We recommend you do not go home make-up and jewellery. You may keep a wedding band on by public transport. You will not be able to drive for at least 24 hours following a general anaesthetic or sedation, this may be longer depending on your procedure, your nurse or consultant will advise you individually of this. In addition you should also not consume any alcohol, operate machinery or sign any legal documents until at least 24 hours after your procedure.

You will be advised by the nurse if you require any medication to take home and this will be explained by either the nurse or the pharmacist. Please note that insurance companies never cover the cost of take home drugs, it is always the patient’s responsibility to pay for these. We will provide you with any dressings or information you require.

Following your procedure should you have any questions or concerns please contact the Unit or when the Unit is closed please contact the Wellington Hospital bleep holder via our main switch board on 020 7586 5959.

We look forward to welcoming you to the Day Case Unit at The Bridge Clinic.

In order to provide all our patients with a restful atmosphere we ask that you bring one member of your family or a friend only. There is a waiting area for your visitors on the 4th Floor and additional light snacks are available at Café 78 on the ground floor the pharmacist. Please note that insurance companies never cover the cost of take home drugs, it is always the patient’s.

This booklet has been designed to provide you with information about the Day Surgery Unit at The Bridge Clinic. We understand that coming into hospital is an anxious time and it is our aim to ensure that your visit is as pleasant as possible.

The Day Surgery Unit is situated on the 4th Floor of the The Bridge Clinic and is open Monday to Friday.

AccommodationDepending on the type of procedure you are undergoing, you will either be allocated to a single cubicle or one of our comfortable reclining chairs in the minor procedure suite. All patients undergoing a local anaesthetic will be allocated to a reclining chair. All patients have their own media screen with a choice of television and radio.

What to bring with youIf you are required to change we will provide you with a towelling robe and slippers. However, please bring any toiletries that you might like to use and something to help pass the time e.g. magazines or books. Please remember to bring all your medication with you, in their original boxes or bottles, including inhalers.

If you are unsure of what to bring please contact the unit directly on 04 673 9245 and 04 643 9245.

ValuablesWe advise you to not bring any valuable items to the hospital. However, a locker will be available

to store your belongings. The hospital does not accept responsibility for the loss or damage to any personal items.

Your admission Before your admission you will be advised by your Consultant or an appropriate member of staff whether or not you are of our admissions staff who will check your personal details. required to have a period of not eating or drinking before you arrive at the hospital for your procedure.

In order to provide all our patients with a restful atmosphere we ask that you bring one member of your family or a friend only. There is a waiting area for your visitors on the 4th Floor and additional light snacks are available at Café 78 on the ground floor.

When you arrive at The Bridge Clinic you will be greeted by one of our admissions staff who will check your personal details. Our concierge will accompany you from reception to the The Bridge Clinic where you will meet the nurse who will be looking after you during your stay. The nurse will advise you what time you will meet your consultant, when your procedure is likely to take place, although we cannot always guarantee the exact time, and the estimated time of your discharge. The nurse will also check how you will be getting home and that you have someone to look after you for 24 hours if you are having a general anaesthetic.

Please feel free to ask us any questions as it is important for us to keep you informed and ensure any concerns you have are answered before your procedure.

Prior to your surgery the nurse will ask you to remove all make-up and jewellery. You may keep a wedding band on as long at it has no stones, which will be secured before your procedure.

What happens after your procedure?Following your procedure you will be accompanied back to your cubicle or chair where your nurse will check your blood pressure, pulse and temperature and assess your level of pain. Please inform the nurse of any discomfort or anxieties you may have. Your nurse will advise you when you are allowed to eat and drink. Please do not hesitate to ask for refreshments as required.

Going homeWe appreciate that the majority of people wish to be discharged as quickly as possible. Your nurse will assess when you can safely go home. If you are being collected by car there is limited parking at the front of the building which is

1.3 Pregnancy Rates

8,000

6,000

4,000

2,000

0

Rate

s

2,92

8 3,54

4 4,08

2

2,92

8

4,11

2

4,18

3

5,77

6 6,24

7

8,40

0

8%

3%

15%

48%

3%

Finance & Insurance - 48%

Administration &

Support Activities - 15%

Professional Services - 8%

Hotels and Restaurants - 3%

Wholesale & Retail Trade - 3%

1.2 Births by Age

The Day Surgery Unit is situated on the 4th Floor of the The Bridge Clinic and is open Monday to Friday.

AccommodationDepending on the type of procedure you are undergoing, you will either be allocated to a single cubicle or one of our comfortable reclining chairs in the minor procedure suite. All patients undergoing a local anaesthetic will be allocated to a reclining chair. All patients have their own media screen with a choice of television and radio.

What to bring with youIf you are required to change we will provide you with a towelling robe and slippers. However, please bring any toiletries that you might like to use and something to help pass the time e.g. magazines or books. Please remember to bring all your medication with you, in their original boxes or bottles, including inhalers.

If you are unsure of what to bring please contact the unit directly on 04 673 9245 and 04 643 9245.

ValuablesWe advise you to not bring any valuable items to the hospital. However, a locker will be available to store your belongings. The hospital does not accept responsibility for the loss or damage to any personal items.

Your admission Before your admission you will be advised by your Consultant or an appropriate member of staff whether or not you are of our admissions staff who will check your personal details. required to have a period of not eating or drinking before you arrive at the hospital for your procedure.

In order to provide all our patients with a restful atmosphere we ask that you bring one member of your family or a friend only. There is a waiting area for your visitors on the 4th Floor and additional light snacks are available at Café 78 on the ground floor.

When you arrive at The Bridge Clinic you will be greeted by one of our admissions staff who will check your personal details. Our concierge will accompany you from reception to the The Bridge Clinic where you will meet the nurse who will be looking after you during your stay. The nurse will advise you what time you will meet your consultant, when your procedure is likely to take place, although we cannot always guarantee the exact time, and the estimated time of your discharge. The nurse will also check how you will be getting home and that you have someone to look after you for 24 hours if you are having a general anaesthetic.

Please feel free to ask us any questions as it is important for us to keep you informed and ensure any concerns you have are answered before your procedure.

Prior to your surgery the nurse will ask you to remove all make-up and jewellery. You may keep a wedding band on as long at it has no stones, which will be secured before your procedure.

REFERENCES1. Manyonda I, Sinthamoney E, Belli AM. Controversies

and challenges in the

Modern management of uterine fibroids. British Journal

of Obstetrics and Gynecology 2004; 111:95 –102.

2. Marchionni M, Fambrini M, Zambelli V, et al.

Reproductive performance before and after abdominal

myomectomy: a retrospective analysis. Fertility and

Sterility 2004; 82:154 – 159.

3. Olufowobi O, Sharif K, Papaionnou S, et al. Are the

anticipated benefits of myomectomy achieved in

women of reproductive age? A 5-year review of the

results at a UK tertiary hospital. Journal of Obstetrics

“This booklet has been designed to provide you with information about the Day Surgery Unit at The Bridge Clinic. We understand that coming into hospital is an anxious time.”


Primary Typeface

The Bridge Clinic’s primary typeface is FS Albert. We use this for a number of reasons; it’s modern, flexible and easy to read, and fits perfectly with our brand. It is uniquely suited for a wide range of visual communications. Various styles and weights are defined for added flexibility and impact throughout our corporate communications.

When to use FS Albert should be applied across all printed communications wherever possible. Use it in rendered form for online and electronic applications. In situations where FS Albert cannot be utilised, use the recommended system typeface (as described on page 16).

Purchasing the font FS Albert is protected by international copyright law, which forbids us from sharing the font externally. A proper license must be obtained prior to use, and any third parties wishing to purchase one can do so from www.fontsmith.com.

FS Albert ThinFS Albert Thin ItalicFS Albert LightFS Albert Light ItalicFS AlbertFS Albert ItalicFS Albert BoldFS Albert Bold Italic


Secondary Typeface

The Bridge Clinic’s secondary system typeface is Arial, which comes as standard on all PC-based Microsoft Office packages and is freely available online.

When to use Arial is only to be used if FS Albert is unavailable, in applications including (but not exclusively): Microsoft PowerPoint presentations, Microsoft Word and Excel documents, or HTML content on web applications.

ArialArial ItalicArial BoldArial Bold Italic

The Bridge Clinic - Brand Guidelines

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