Valley Medical Center Style Guide

Corporate Identity GuildlinesRevised for 2009

Remarkable things happen here.

positioning statement

Valley Medical Center—continually bringing innovative, compassionate care toyour neighborhood to serve your family’s evolving healthcare needs.

introduction

A heritage of care for South King County, for more than 50 years, Valley Medical Centerhas been serving the people of South King County with one goal in mind: medicalexcellence. Today, Valley Medical Center and its clinic network is the largest and mostcomprehensive medical center between Seattle and Tacoma. It extends services tomore than one million Northwest residents, covering almost every known clinical spe-cialty. A committed staff support more than 450 physicians dedicated to deliveryingmedical care with compassion, respect and understanding.

purpose

The purpose of this Identity Guide is to promote a unified, high-quality image of VMC by set-ting consistent standards for the use of identity elements. Following these standards helpsportray a positive brand image and protects all trademarks. The primary elements are theValley Medical Center logo, color and typography. Consistent application of these elements tocommunications—including collateral, publications, business papers and signs—will helpconvey an accurate image of the quality of the Valley Medical Center brand.

Remember: the Valley Medical Center brand is one of the institution’s most valuableassets. All users of the Valley Medical Center name and identity must reflect the high standards of Valley Medical Center’s staff and services. Crisply printed brochures, well maintained signs, professionally designed publications and high-quality promotionalmerchandise work to create the impression the institution is precise, consistent and contemporary. The Corporate Identity Guidelines set standards for application of identityelements to a variety of uses.

Detailed specifications are available to Valley Medical Center employees or by request to qualified partners and vendors by contacting the Valley Medical Center Marketing department at (425)-251-5117.

table of contents

Primary brand elements...................................................................................................#

Logo fomats..................................................................................................................... #

Logo clear space..............................................................................................................#

Logo size..........................................................................................................................#

Logo printing formats........................................................................................................#

Logo with the theme line tag or sub-brand tags.................................................................#

Logo with acceptable backgrounds....................................................................................#

Color.................................................................................................................................#

Typography.......................................................................................................................#

Design elements...............................................................................................................#

Collateral..........................................................................................................................#

Business papers...............................................................................................................#

Ads...................................................................................................................................#

Newsletters.......................................................................................................................#

Signage............................................................................................................................#

Conclusion.......................................................................................................................#

elements

VALLEY MEDICAL CENTER LOGO


The primary brand elements of the ValleyMedical Center Corporate Identity Guidelinessystem are the logo, typography and the colorand design elements. The consistent applicationof these elements to communications helps convey an accurate image of the Valley MedicalCenter brand and associated sub-brands and services.

The logo remains the strongest brand-identity element and should be applied consistently. TheVMC diamond is PMS 555 with the text black.

The primary typefaces are Trade Gothic andGoudy. The use of certain fonts ensurescontinuity in all applications and communications.

The primary colors are purple and green. Thereare additional accent colors of brick red, yellow,blue and teal.

The design elements provide additional continuity devices to communications materials.

The tagline is 9-10 point Trade Gothic Lightreversed out of a colored box.

The color bar (to the right) is part of the overallidentity, used mostly on the right side but can beused in situations, on the left. Colors within thecolor bar can be changed within the colorpalette. The width is never more than 1/4”.

VALLEY MEDICAL CENTER TAGLINE

VALLEY MEDICAL CENTER COLOR BAR AT RIGHTUSAGE INTERCHANGES FIVE VMC COLORS

VALLEY MEDICAL CENTER PRIMARY COLORS

Purple Green

VALLEY MEDICAL CENTER TYPEFACES

AaAaTrade Gothic Light Goudy

Center Stacked(“stkd” in naming convention)

Logos are available electronically, in three formats—Center Stacked, Horizontal, and Vertical.

Logos are supplied for use on both Macintosh and PC platforms.

The diamond symbol is PMS 555 and the type is black.

logo formats

Horizontal(“hortz” in naming convention)

Left justified (“stkd” in naming convention)

When the Valley Medical Center logo is used itmust be isolated from other elements. It should bekept at least 1.5 times the height of an uppercaseletter in the logotype (x) in all directions from anycompeting visual elements, including type, illustra-tions, graphic elements or other symbols or logos.

The one exception is the tagline, as explainedin subsequent pages.

The logo may not be combined with other symbolsor used within text or within headlines. However, itmay be placed within an approved graphic shape,provided it meets the specificationsfor logo clear space.

logo clear space

x

1.5x 1.5x

1.5x

1.5x

The Valley Medical Center logo should have 1.5-times the height of an uppercase letter asclear space in all directions.

x

1.5x

1.5x

1.5x

1.5x

x

1.5x 1.5x

1.5x

1.5x

Center Stacked(“stkd” in naming convention)

Left justified (“stkd” in naming convention)

logo size and scale

The horizontal version of the logo should be at least2” or more in length.

The stacked version of the logo should be nosmaller than 3/4” in width.

There are separate logo files for normal and largeusage. For most applications, use the normalsized file. This file is designed for use up to 4” in size.

n Never reduce the logo to less than 3/4” in width

n The minimum size for a horizontal logo is 2” in width

n The minimum size for a stacked logo is 3/4” in width

If a logo is to be used for larger applications, likesigns or banners (all applications over 4” in size)use the logo in which “Lg” is part of the namingconvention.

These guidelines are recommended to preservereadability and the highest-quality reproduction.

Please use these size and space specificationswhen imprinting pens, hats, thermometers, etc.

3/4” min.

2” minimum

The stacked left justified version of the logo shouldbe no smaller than 3/4” in width.

3/4” min.

logo formats and usage

Due to the large variety of applications, ValleyMedical Center logos are supplied in a variety offormats for both Macintosh and PC users:

1-color (Black only)1-color (Black reversed)

2-color (1 PMS and Black)2-color reversed (1 PMS and Black

4-color process (CMYK)4-color process reversed (CMYK)

Valley Medical Center logos may not be altered,distorted or redrawn, and must always be repro-duced from authorized electronic files or repro-duction-quality originals. The logo may not berearranged. PMS color is 555U.

The Valley Medical Center logo is supplied in a variety offormats to accomodate diverse uses.


logo tagline

THEMELINE TAG

The theme line tag for Valley Medical Center,“Remarkable Things Happen Here,” not onlyembodies the high medical standards of the physicians, staff and technology of VMC, it alsospeaks to the higher customer-service ethic andpersonalized-care experience given to VMCpatients.

It should be used reversed out of a box. Taglinetype within box should be no smaller than 9points Trade Gothic Light. The tagline alwaysappears under the logo. The color of the box canbe any of the five designated VMC colors. Thetabline is either 1x from the logo or located on alower place in the piece.

The tagline can be used apart from the logo butshould always appear on anything the logo isused on.

1.5x

x

1.5x

1.5x

1x


logo tagline spacing

The Valley Medical Center horizontal logo hasbeen designed to accommodate the themelinetag. The clear space standards for the logo alsoapply to the logo with sub-brand tags. The logowith themeline tag should be used for most mar-keting applications. It is also used in advertisingpieces for the Centers of Excellence and clinics.However, themeline logos should be secondary tosub-branded logos in these pieces. It should notbe used for long term applicationslike signs.

logo backgrounds

The logo works well on a variety of backgroundcolors, provided there is sufficient contrast.White: use black or color logoBlack: use reverse black logo or reverse color logoColor: use logo that provides maximum contrast.Photo: be sure there is contrast between photoand logo. Have a quiet area within the space.

Valley Medical Center logos may not be altered,distorted or redrawn, and must always be repro-duced from authorized electronic files or repro-duction quality originals. The logo may not berearranged.

Background competes with logo

Background color not enough contrast to logo

Logo should not be altered

color

Valley Medical Center identity uses color as one ofthe main elements to define the brand. The pri-mary colors help define the logo. The secondarycolors may be used as accent colors.

Valley Medical Center uses a diverse color paletteto accommodate its personality and the variousneeds of the total organization. Secondarycolors help differentiate between the individualCenters, the clinic network, and servicelines or departments, while adding enough con-trast to pop off the page when placed against theprimary colors. All color choices should come fromthis palette (along with black and white).

VALLEY MEDICAL CENTER PRIMARY COLORS

Purple Green

VALLEY MEDICAL CENTER SECONDARY COLORS

Yellow Light purple

Teal Brick Red

Dark blue-use sparingly. Grey-body copyTeal should be blue choice. This blue is for small areas and screening back.

VALLEY MEDICAL CENTER TERTIARY COLORS

VALLEY MEDICAL CENTER LOGO COLOR

PMS 555 Green - only used on diamond of logo

color 4-color process

Valley Medical Center identity uses color as one ofthe main elements to define the brand. The pri-mary colors help define the logo. The secondarycolors may be used as accent colors.

Valley Medical Center uses a diverse color paletteto accommodate its personality and the variousneeds of the total organization. Secondarycolors help differentiate between the individualCenters, the clinic network, and servicelines or departments, while adding enough con-trast to pop off the page when placed against theprimary colors. All color choices should come fromthis palette (along with black and white).

VALLEY MEDICAL CENTER PRIMARY COLORS CMYK

Purple GreenC70, M72, Y34.5, K5 C52, M19.2, Y72, 23

VALLEY MEDICAL CENTER SECONDARY COLORS CMYK

Yellow Light purpleC0, M29, Y80, K12 C52.5, M45.9, Y1.6, K27.1

Teal Brick RedC98.8, M16.9, Y0, K28 C21, M80, Y71, K27

Dark blue-use sparingly. Grey-for body copyTeal should be blue choice. C38.4, M27.8, Y32.2, K45.1This blue is for small areas and screening back.C94.5, M57.3, Y20.4, K17.3

VALLEY MEDICAL CENTER TERTIARY COLORS CMYK

VALLEY MEDICAL CENTER LOGO COLOR

Logo Diamond GreenC73.7, M16.9, Y37.3, K31.4

color pms uncoated

These are the PMS Uncoated color combinationsfor all of the primary and secondary colors.Use the PMS Uncoated colors whenever usingthe uncoated paper stocks.

PRIMARY COLORS

Purple GreenPMS 2612U PMS 7490U

SECONDARY COLORS

Yellow Light purplePMS 110U PMS 7447U

Teal Brick RedPMS 7468U PMS 7427U

Dark blue Grey-body copyuse sparingly PMS 7530UPMS 662U


color pms color matte

PMS COATED MATTE COLORS

These are the PMS Coated color combinationsfor all of the primary and secondary colors.Use PMS Coated colors whenever using coatedpaper stocks.

PRIMARY COLORS

Purple GreenPMS 2612M PMS 7490M

SECONDARY COLORS

Yellow Light purplePMS 110M PMS 7447M

Teal Brick RedPMS 7468M PMS 704M

Dark blue Grey-body copyuse sparingly PMS 530MPMS 662M


color design


life isunexpected

Life happens. Usually when you least expect it. For our North Benson neighbors,Valley Medical Center makes life a little easier.

When a surprise illness, minor injury or health concern can’t wait for your regular doctor, count on North Benson Urgent Care for exceptional healthcare without an appointment.

NORTH BENSON URGENT CARE10555 SE Carr Rd, Bldg. MRenton, WA 98055Hours: Mon–Fri, 8am-8pmSat–Sun, 8am-4pmNo appointment necessary.425.656.4270www.valleymed.org

FREE FIRST AID KITBring this coupon when you visit NorthBenson Urgent Care for treatment andreceive a free first aid kit.One per household, while supplies last. Offer expires July 31, 2009. Offer Code: NBUCAI

UrgentCareAd8inchWidth 3/24/09 12:15 PM Page 1

life isremarkable

Specialty Centers:

Cancer

Childbirth andNeonatal

Gastroenterology

General and Specialty Surgery

Heart and Vascular

Joint Replacement and Orthopedics

Neuroscience,Stroke and Spine

Ophthalmology

Primary and Urgent Care

Psychiatry and Counseling

Rehabilitationand Therapies

Sleep Medicine

Trauma and Emergency

Urology

Women and Children’s HealthRemarkable things happen here.

From the ordinary wellness check to extraordinary critical care, at Valley Medical Center, we strive to help our patients live remarkable lives.

Our comprehensive network of care encompasses a 24-hour trauma and emergency care center, more than 25 primary care, urgent care, and specialty clinics, plus recognized Centers ofExcellence in Joint, Spine, and Stroke.

The caliber of talent and technology we offer lead to remarkable results at every level of care. Results that help you remainhealthy, live pain free, and lead a better life. So you can focus on the things thatmatter most—like spending time with those you love.

Remarkable things do happen at Valley Medical Center. Every day. Learn more at www.valleymed.org.

Valley Medical Center uses a diverse color paletteto accommodate its personality and the variousneeds of the total organization. The Primary colors help define the logo. Secondary colors areused to help differentiate between the individualCenters of Excellence and the clinic network. For example, the Family Center’s communica-tions feature Green in the color bar. Whereas allcommunications for the clinic network use BurntOrange in the color bar.

The tagline is always in a color box, with reversedtype. The use of the four colors down the rightside of the design also differentiates VMC fromother providers.

typography

FONTS

Valley Medical Center uses the Trade Gothic Lightfont family and the Goudy font family.

Body copy should be either Trade Gothic Light orGoudy. Trade Gothic Light is used with smalleramounts of body copy. Goudy is used for thingssuch as newsletters where there is more copy.

Subheads can either be Trade Gothic Light upper and lower case, or all caps at .75% of body copy size.

Kerning should be set at -3 overall with TradeGothic Light and tightened around letters as needed such as “t” and “p”.

Trade GothicABCDEFGHIJKLMNOPQRSTUVQXYZabcdefghijklmnopqrstuvqxyz

GoudyABCDEFGHIJKLMNOPQRSTUVQXYZabcdefghijklmnopqrstuvqxyz

typography

Aa Aa Aa AaABCDEFGHIJKLMNOPQRSTUVQXYZabcdefghijklmnopqrstuvqxyz

Trade Gothic Light Trade Gothic Regular Trade Gothic Two Bold Trade Gothic Light Oblique(Primary Font)

TRADE GOTHIC

The Trade Gothic family offers a handsome collection of typestyles for use in headlines andbody copy. Trade Gothic Light is the primaryfont within the Trade Gothic family for ValleyMedical Center. The Two Bold and italic versions are used for accentual purposes.

ABCDEFGHIJKLMNOPQRSTUVQXYZabcdefghijklmnopqrstuvqxyz



typography

Aa Aa Aa AaABCDEFGHIJKLMNOPQRSTUVQXYZabcdefghijklmnopqrstuvqxyz

Goudy Goudy Italic Goudy Bold Goudy SC(Primary Font)

GOUDY

The Trade Gothic family offers a handsome collection of typestyles for use in headlines andbody copy. Trade Gothic Light is the primaryfont within the Trade Gothic family for ValleyMedical Center. The Two Bold and italic versions are used for accentual purposes.




design elements overview

The Valley Medical Center identity uses a variety ofdesign elements to add a consistent look to mate-rials. Elements, such as a

surround or bridge a thought or series of points.The quarter-circle arc is used in the logo sub-brand tags. Diamondsare used as bullets, and the pointer is used inconjunction with a rule to add accent. Proportionsfor pointer with rule are 17 points to 1 point.When pointer is 17 points tall the rule will be 1point and then you can scale proportionately.

Color adds identity to the Valley Medical Centerbrand andsub-brands. The color bar using fourcolors is used at the right side of printed material.

collateral - ads

ADS

This example shows how design elements areused for Valley Medical Center Ads. Consistentuse of color blocks in a grided format create arecognizable body of work for the Valley MedicalCenter brand across all Centers.

Color bar is used on the right no wider than1/4”. Valley Medical Center logo is located in thewhite space above the copy, centered both hori-zonatally and vertically. Body copy is eitherreversed out of a solid color or is black ontop ofa screen back color. The tagline appears underthe copy in a colored box. The headline is lowercase Trade Gothic Light.

Institutional ads will include the list of servicesbelow the body copy.


life isunexpected

Life happens. Usually when you least expect it. For our North Benson neighbors,Valley Medical Center makes life a little easier.

When a surprise illness, minor injury or health concern can’t wait for your regular doctor, count on North Benson Urgent Care for exceptional healthcare without an appointment.

NORTH BENSON URGENT CARE10555 SE Carr Rd, Bldg. MRenton, WA 98055Hours: Mon–Fri, 8am-8pmSat–Sun, 8am-4pmNo appointment necessary.425.656.4270www.valleymed.org

FREE FIRST AID KITBring this coupon when you visit NorthBenson Urgent Care for treatment andreceive a free first aid kit.One per household, while supplies last. Offer expires July 31, 2009. Offer Code: NBUCAI

UrgentCareAd8inchWidth 3/24/09 12:15 PM Page 1

life isremarkable

Specialty Centers:

Cancer

Childbirth andNeonatal

Gastroenterology

General and Specialty Surgery

Heart and Vascular

Joint Replacement and Orthopedics

Neuroscience,Stroke and Spine

Ophthalmology

Primary and Urgent Care

Psychiatry and Counseling

Rehabilitationand Therapies

Sleep Medicine

Trauma and Emergency

Urology

Women and Children’s HealthRemarkable things happen here.

From the ordinary wellness check to extraordinary critical care, at Valley Medical Center, we strive to help our patients live remarkable lives.

Our comprehensive network of care encompasses a 24-hour trauma and emergency care center, more than 25 primary care, urgent care, and specialty clinics, plus recognized Centers ofExcellence in Joint, Spine, and Stroke.

The caliber of talent and technology we offer lead to remarkable results at every level of care. Results that help you remainhealthy, live pain free, and lead a better life. So you can focus on the things thatmatter most—like spending time with those you love.

Remarkable things do happen at Valley Medical Center. Every day. Learn more at www.valleymed.org.

collateral - seminar flyer


life isliving pain free

HELP FOR HEADACHESApril 14, 2009, 5:30–7:30pmMark Piker, MD, Medical Director of the Headache Clinic at Washington Neuroscience Institute

Headaches cause more lost productivetime than any other pain condition.

Over ninety percent of our patientsexperience improvement in theirheadaches, resulting in less time lostfrom work and other important activitiesof daily life.

Don’t let debilitating headaches keep you from living the life you love. JoinMark Piker, MD for a free seminar tolearn about treatment plans formigraine, sinus, tension and other types of headaches.

SEMINARS ARE HELD AT:

Valley Medical Center Medical Arts Center, 1st Floor400 South 43rd StreetRenton, WA 98055www.valleymed.org

Call 425.656.INFO (4636) to register.

FREE SEMINAR INFORMATION

HELP FOR HEADACHESFree Seminar at Valley Medical Center April 14, 20095:30-7:30pm

HeadacheSeminarFlyer 3/27/09 8:40 AM Page 1

SEMINAR FLYER

Dimensions: 8.5in x 11inThe seminar flyer is designed to fit an acrylic counter-top sign holder with a businesscard-size pocket for a save-the-date card.

This example shows how design elements areused for Valley Medical Center Seminar Flyersand Cards. Consistent use of color blocks in agrided format create a recognizable body ofwork for the Valley Medical Center brand acrossall Centers.

The color bar is used on the right of the flyer, nowider than 1/4”. Valley Medical Center logo islocated in the white space above the copy, centered both horizonatally and vertically. Bodycopy is either reversed out of a solid color or isblack ontop of a screen back color. The sub-head appears under the headline. The taglineappears under the subhead in a colored box.The headline is lower case Trade Gothic Light.There is space left under the body copy for thecard holder.

collateral - save-the-date card

SAVE THE DATEFree Seminar

HELP FOR HEADACHESApril 14, 2009, 5:30–7:30pmMark Piker, MDMedical Arts Center, 1st FloorVMC Main Campus

Call 425.656.INFO (4636) to register.

STDCardHeadache 3/27/09 8:38 AM Page 1

Dimensions: 3.5” x 2”Produced as four-color process or on a digital copier, save-the-date cards offer patients a convenient keepsake reminder for event andseminars.

The cards are too small for the color bar on theright, so color is used in the use of color bars, giving the same feel. The logo is in the whitespace above the photo. The subhead is in the colored square above the seminar. A color bar isused under the copy for continuity.

collateral - tri-fold brochure

midwives clinic

what is a midwife?A midwife provides the mother-to-be and

her family with highly-personalized attention,

education, counseling, and obstetric care

throughout pregnancy, labor, and delivery, and

recovery. Our midwives will assist you in creating

a personalized birth plan and provide patients

with the information to make personal decisions

about their pregnancy, birth, and parenthood.

Some women choose a midwife as an alternative

to an OB/GYN physician or family doctor because

of the personalized maternity care offered.

For more information about nurse-midwives,

visit www.mymidwife.org.

As midwives, we view non-complicated childbirth

as a natural and healthy process. We encourage

patients to trust their instincts and to let nature

take its course, with the midwife focusing their

attention on the mother-to-be.

part of a remarkable teamThe midwives are part of Valley Medical Center’s

outstanding healthcare team. When appropriate,

midwives can refer mothers-to-be to specialists

and surgeons, and recommend ultrasound,

amniocentesis, and other procedures. In the

unlikely event of an emergency, the midwives

at VMC have 24-hour access to highly-skilled,

board certified obstetricians and state-of-the art

technology. For fragile babies or those born with

complications, we have a comprehensive

Neonatal Intensive Care Unit.

about Valley Medical CenterValley Medical Center is the largest nonprofit

healthcare provider between Seattle and Tacoma,

serving over 400,000 residents. The medical center

also operates a network of more than two dozen

primary care, urgent care and specialty clinics

throughout Southeast King County. Located in

Renton, Washington, VMC offers medical, surgical

and 24-hour emergency care as a Level III Trauma

Center. VMC is a regional resource with recognized

medical specialties in joint replacement and

orthopedics, neuroscience, stroke and spine,

sleep medicine, and childbirth and neonatal,

and provides specialized treatment in heart

and vascular, and cancer. For more information

visit www.valleymed.org.

resourcesFor more information about Midwives at Valley

Medical Center, or to schedule an appointment,

please call 425.656.INFO or visit

www.valleymed.org.

400 South 43rd StreetRenton, WA 98055425.656.INFOwww.valleymed.org

© 2009 VMC (Rev 5/09) Remarkable things happen here.

about midwives at Valley Medical CenterThe Midwives at Valley Medical Center are

Advanced Registered Nurse Practitioners

(ARNPs), specializing in pregnancy and

well-women’s healthcare. The midwives in

our group hold master’s degrees and are

members of the American College of Nurse-

Midwives. We are committed to providing

women and their families with attentive and

personalized care throughout pregnancy,

delivery, and recovery.

personal and attentive prenatal careRegular appointments with your midwife include

generous time for questions, education, and

monitoring of your health and the baby’s

growth. Your midwife will encourage you to

actively participate in decision making and

to be a partner in your care.

In addition to personalized, one-on-one visits,

Midwives at VMC offer group prenatal care,

called CenteringPregnancy®.

birth, delivery, and beyondCentral to midwifery philosophy is the support of

your midwife during active labor, including many

options in pain management: relaxing music,

massage, soothing whirlpool baths, and available

medications. Our Birth Center philosophy is “single

room care,” which means you labor, deliver and

recover in your own private suite, surrounded by

family and friends of your choosing.

additional servicesMidwives at Valley Medical Center also offer

routine gynecological care, family planning and

contraception. Our group even provides social

services through a master’s degreed social

worker, a bilingual community health worker,

and multi-lingual interpreters.

As part of The Birth Center, Valley Medical Center

offers certified lactation consultants to assist

with breastfeeding. This and other Birth Center

services, including birth preparation and parent-

ing classes, are available to patients of Midwives

at VMC. To inquire about a tour of the facility, call

206.575.BABY or visit www.valleymed.org.

TRI-FOLD BROCHURE

This example shows how design elements areused for Valley Medical Center Trifold Brochure.Consistent use of color blocks in a grided formatcreate a recognizable body of work for the ValleyMedical Center brand across all Centers.

The front uses a vertical square the height of theheadline. The headline is lower case TradeGothic Light. Valley Medical Center logo is located in the white space above the photo, left justified. The tagline appears under theheadline reversed out of a colored box, between9 and 10 points.

The subheads are also lowercase, Trade GothicLight. A line of .5pts goes under the subheadsfrom the left edge of the type to the right side.

The color bar is used on the second panel,instead of the cover. Green is screened back onthe second panel to seperate it from the interiorlayout.

The photography is interesting, warm. See photography direction section for more information.

Color bars are used on the inside of thebrochure to continue the brand use of color.

collateral - seminar postcard

SEMINAR POSTCARD

Dimensions: 6” x 9”This postcard is large enough to accommodatemessaging on both sides. It picks up many ofthe design elements and color demonstrated onprevious pages.

The logo is at the top in white space, centered.The color bar is to the right. The headline isTrade Gothic Light, lowercase. The tagline is in areversed out box, 10points Trade Gothic Light.The Free Seminar information is in all caps,Trade Gothic Bold Two left justified above theheadline.

On the back of the postcard, a 3/4” clearance isleft across the bottom for postal metering. Bodycopy is 9pt. Trade Gothic Light.


collateral - billboard

BILLBOARD

This example shows how design elements areused for Valley Medical Center Billboards.Consistent use of color blocks in a grided formatcreate a recognizable body of work for the ValleyMedical Center brand across all Centers.

The logo is at the top in white space, centered.The color bar is to the right. The headline isTrade Gothic Light, lowercase. The tagline is in areversed out box, 10points Trade Gothic Light.The Free Seminar information is in all caps,Trade Gothic Bold Two left justified above theheadline.


photo direction

PHOTOGRAPHY DIRECTION

The photo direction is an important part ofValley Medical Centers brand. The followingpages show examples of the type of photogra-phy to be used.

The imagery is warm and inviting. The anglesare unusual, interesting, unexpected drawingthe viewer in. Soft-focus and blurred imageryis used. The subjects are healthy people inhealthy situations enjoying life.

photo direction

Descriptors of the photos:PHOTOGRAPHY:

Soft-focus

Interesting angles

Backlighting

Silouettes

SITUATIONS:

Healthy people in healthy situations

Energy

Movement

Creates emotion, can identify with the image

Warm and emotive

Valley Medical Center Photo Art Direction4.9.09


Soft-focus

Interesting angles

Backlighting

Silouettes

SITUATIONS:


Energy

Movement


Warm and emotive



Soft-focus

Interesting angles

Backlighting

Silouettes

SITUATIONS:


Energy

Movement


Warm and emotive


photo direction

Valley Medical Center Style Guide

Documents

Transcript of Valley Medical Center Style Guide