Hartford HealthCare Logo & Font Standards - Hartford Hospital!

Brand
Guidelines

Contents
About These Guidelines . . . . . . . . . 2
We Are Hartford HealthCare . . . . . 4
Overview . . . . . . . . . . . . . . . . . . . . . . 6
Our Signature . . . . . . . . . . . . . . . . . . 8
Parent Signature . . . . . . . . . . . . . . . . 9
Member Signatures . . . . . . . . . . . . 10
Clear Space . . . . . . . . . . . . . . . . . . . 11
Minimum Size . . . . . . . . . . . . . . . . 12
Special Usage . . . . . . . . . . . . . . . . . 13
Color Variations . . . . . . . . . . . . . . . 14
Background Control . . . . . . . . . . . . 15
Misuse . . . . . . . . . . . . . . . . . . . . . . . 16
File Naming –
Preferred Signature . . . . . . . . . . 17
File Naming –
Special-Usage Signature . . . . . . 18
1
Our Color Palette . . . . . . . . . . . . . . 19
Color Palette . . . . . . . . . . . . . . . . . . 20
Our Typeface . . . . . . . . . . . . . . . . . . 21
Primary Typeface . . . . . . . . . . . . . . 22
Secondary Typeface . . . . . . . . . . . . 23
Our Photography . . . . . . . . . . . . . . 24
Primary Photography . . . . . . . . . . 25
Secondary Photography . . . . . . . . 28
Our Graphic Elements . . . . . . . . . . 29
Graphic Elements . . . . . . . . . . . . . . 30
Graphic Element Usage . . . . . . . . . 31
Creating Multicolor Clusters . . . . . 32
Creating Two-Color and
One-Color Clusters . . . . . . . . . . . 33
Using the Clusters . . . . . . . . . . . . . 34
Clusters – What to Avoid . . . . . . . . 35
Creating and Using the Quotes . . 36
Using the Quotes . . . . . . . . . . . . . . 37
Quotation Marks – What to Avoid 38
Textures . . . . . . . . . . . . . . . . . . . . . . 39
Using the Textures . . . . . . . . . . . . . 41
Textures – What to Avoid . . . . . . . 42
Crops . . . . . . . . . . . . . . . . . . . . . . . . 43
Using the Crops . . . . . . . . . . . . . . . 45
Crops – What to Avoid . . . . . . . . . . 46
Our Voice . . . . . . . . . . . . . . . . . . . . . 48
Brand Voice . . . . . . . . . . . . . . . . . . . 49
Hartford HealthCare Guidelines | Contents

About These Guidelines
On the following pages, you will find an explanation of
the characteristics of the Hartford HealthCare brand and
detailed instruction on how to reproduce and apply the
visual identity system .
As consistency in our visual presentation is one of the
keys to the success of our brand, please follow these
guidelines closely to ensure the consistent treatment of
the visual identity system across all of our communications .
2
Hartford HealthCare Guidelines | About These Guidelines

Our Brand

We Are Hartford HealthCare
The Hartford HealthCare brand tells the story of who we are and what our promise
is to the people we work with and the communities we serve . We are more than just
a group of experts, each working in our respective fields—we are an organization
working together toward a greater purpose .
In today’s world, healthcare is often delivered as a series of disjointed and impersonal
experiences . At Hartford HealthCare, we stand for something more . Our purpose is to
build connections, create an open dialogue, and partner with patients at every point in
their healthcare experience .
We are innovative, collaborative, and compassionate . Our system is dedicated to
providing a coordinated continuum of high-quality care, creating lifelong relationships
with patients, and bringing the future of healthcare to the residents of Connecticut .
The Hartford HealthCare brand embodies our mission—to replace the broken realities
of today with a coordinated health system working toward a greater purpose . It is
our promise to everyone who interacts with our system, and we will bring it to life in
every aspect of our business .
4 Hartford HealthCare Guidelines | We Are Hartford HealthCare

Our Identity

Overview
6 Hartford HealthCare Guidelines | Overview

Overview
Our identity system consists of these are elements which are essential parts of our brand communications
Our Signature
Our Photography
Our Color Palette Our Typeface
Our Graphic Elements Our Voice
PMN Caecillia
ABCDEFGHIJKLMNOP
abcdefghijklmnopqrs
1234567890!@#$%^&
Open
Conversational
Collaborative
7 Hartford HealthCare Guidelines | Overview

Our Signature
Our symbol consists of four
single quotation marks set
in a continuous circle to
suggest ongoing dialogue
and open communication.
8 Hartford HealthCare Guidelines | Our Signature

Parent Signature
The Hartford HealthCare parent
signature is the cornerstone of our
visual identity . It consists of the
wordmark and the symbol, and is
the basis for all other signatures in
our identity system .
The symbol represents our four interconnected
groups: patients, providers,
communities, and staff . It also evokes
our multiple specialties and strengths
interacting to create a compassionate,
effective organization . The serif
typeface of the wordmark elegantly
expresses the essence of the brand .
The signature makes a distinctive
statement wherever it is used
in order to ensure that all of our
communications convey the
full integrity and authority of
our organization .
Please remember that the signature
is not to be altered, added to, or
recreated under any circumstances .
9
Hartford HealthCare Parent Signature
Wordmark Symbol
Hartford HealthCare Guidelines | Parent Signature

Member Signatures
Our member organizations are
represented by their own signature
variations . Based on the parent
signature, they feature the same
typestyle for their wordmarks,
and the symbol is shared across
the entire system .
To emphasize our affiliations, the line
“A Hartford HealthCare Partner” has
been locked up with the artwork . In
signage, small-usage applications,
and other highly specific situations,
the descriptor is not required . (See
page 2 .5 for more .)
As with all signatures in the system,
these variations are not to be
altered, added to, or re-created under
any circumstances .
10
Member Organization Signatures
Note: Clinical Laboratory
Partners does not
feature the affiliation
line in its signature
artwork.
Hartford HealthCare Guidelines | Member Signatures

Clear Space
The signature must be surrounded
by a generous field of clear space
in every use . The space isolates the
artwork from competing visuals such
as graphics and type to ensure its
visibility . Additionally, clear space
prevents the signature from being
positioned too close to gutters,
trims and edges .
As shown at right, an area equal
to the width of two quotation
marks must border the signature
on all four sides .
The clear space requirement applies
to all versions of the signature,
without exception .
11 Hartford HealthCare Guidelines | Clear Space

Minimum Size
The signature should be sized
prominently in every application
to ensure that the symbol is
highly visible and the wordmark
and affiliation line are easy to read .
If sized too small, it risks going
unnoticed or being illegible .
Although member signatures vary
in size, the clear space must always
be applied adjacent to the longest
line of the signature, using the quote
symbol as shown in the exhibit on
the previous page .
Each member signature has a specific
size below which it must not be
reproduced . Please see the examples
at right to determine the minimum
allowable size for your signature .
Signatures with minimum width of 1.5"
Signatures with minimum width of 1.25"
Signature with minimum width of 1" Signature with minimum width of 0.875"
12 Hartford HealthCare Guidelines | Minimum Size

Special Usage
The special-usage signatures do
not feature the affiliation line,
“A Hartford HealthCare Partner .”
These signatures are not to be used
arbitrarily in place of the preferred
variation . They are intended only for
signage and small-usage situations
where the design area is insufficient
to accommodate the affiliation
line, and for occasions such as local
sponsorships where the mention of
Hartford HealthCare is unnecessary .
The minimum allowable sizes for
the special-usage signatures are
shown at right .
13
Signatures with minimum width of 1.25"
Signatures with minimum width of 1"
Signature with minimum width of 0.875"
Hartford HealthCare Guidelines | Special Usage

Color Variations
If the production method allows, the
full-color signature is always preferred
in all applications .
The grayscale variation distinguishes
parts of the signature by using
contrasting gray tones, and should
be selected only when color
reproduction is impractical owing
to budget or other constraints .
The one-color black and reverse
signatures are for use only when color
reproduction is fully unavailable .
14
Color
One-color Black
Grayscale
Reverse
Hartford HealthCare Guidelines | Color Variations

Background Control
White is always the preferred
background color for the signature
artwork . It provides the highest
level of contrast to ensure that the
artwork pops visually and grabs
the viewer’s attention .
Light backgrounds are also acceptable
as long as they contrast vividly with
the artwork .
A dark background should be used
only when a specific application
requires it . When a dark background
is unavoidable, the reverse variation is
the only signature option .
A white background is preferred.
If a color background is necessary, it must provide
significant contrast.
If a dark background is used, the reverse signature
is the only option.
Never compromise the visibility of the signature
with an incompatible background.
Never place the signature on a background that
does not provide ample contrast.
Never place the full-color signature on
a black background.
15 Hartford HealthCare Guidelines | Background Control

Misuse
The importance of using the signature
properly cannot be overstated .
At right are examples of unacceptable
manipulation of the signature . Avoid
such treatments at all times .
Hartford
Healthcare
Never change the typeface or the colors
of the signature
Never distort the signature
Never rearrange the elements of the signature
Never add any effects to the signature
Never outline the signature Never place the signature on a color background
that challenges its legibility
16 Hartford HealthCare Guidelines | Misuse

File Naming – Preferred Signature
Use this guide to select the appropriate
electronic signature. The le formats are
explained below.
EPS Format (.eps): EPS is a popular le
format for transferring vector artwork
between applications. Images can be
proportionally enlarged or reduced
without degradation in quality.
JPEG Format (.jpg): JPEGs are suitable
for digital and video use: for example,
Internet use, e-mail, slideshows, and
video presentations. JPEGs can be proportionally
reduced, but must not be
enlarged because distortion will occur.
PNG Format (.png): PNG is designed
to work well in online viewing
applications, so it is fully streamable
and has a progressive display option.
PNG is robust, providing both full-le
integrity checking and simple detection
of common transmission errors.
TIFF Format (.tif): TIFF logos are suitable
for importing into applications
such as Microsoft ® Word, PowerPoint ® ,
and page layout programs. TIFFs can
be reduced but can be only slightly
enlarged, or distortion will occur.
17
Jeff House 4C-Rev.eps
Facility Code:
HHC – Hartford HealthCare
HMG – Hartford Medical Group
HH – Hartford Hospital
Windham – Windham Hospital
Natchaug – Natchaug Hospital
MidState – MidState Medical Center
ERN – Eastern Rehabilitation Network
VNA-HHC – VNA HealthCare
VNA-CC – VNA Central Connecticut
Rushford – Rushford
CLP – Clinical Laboratory Partners
Jeff House – Jefferson House
CMC – Cedar Mountain Commons
Color Scheme:
File Format:
.eps – Encapsulated
Postscript
.tif – Tagged Image
File Format
.jpg – Joint Photographic
Experts Group
.png – Portable Network
Graphics
Grayscale
K – Black
4C – Process Color (CMYK)
Rev – Reverse (white)
S-Rev – White Wordmark/ Spot Color Symbol
4C-Rev – White Wordmark/Process Color Symbol
S – Spot color (Pantone ® )
V – RGB
Hartford HealthCare Guidelines | File Naming – Preferred Signature

File Naming – Special-Usage Signature
Use this guide to select the appropriate
electronic signature. The le formats are
explained below.
EPS Format (.eps): EPS is a popular le
format for transferring vector artwork
between applications. Images can be
proportionally enlarged or reduced
without degradation in quality.
JPEG Format (.jpg): JPEGs are suitable
for digital and video use: for example,
Internet use, e-mail, slideshows, and
video presentations. JPEGs can be proportionally
reduced, but must not be
enlarged because distortion will occur.
PNG Format (.png): PNG is designed
to work well in online viewing
applications, so it is fully streamable
and has a progressive display option.
PNG is robust, providing both full-le
integrity checking and simple detection
of common transmission errors.
TIFF Format (.tif): TIFF logos are suitable
for importing into applications
such as Microsoft ® Word, PowerPoint ® ,
and page layout programs. TIFFs can
be reduced but can be only slightly
enlarged, or distortion will occur.
CMC K notag.eps
Facility Code:
HHC – Hartford HealthCare
HMG – Hartford Medical Group
HH – Hartford Hospital
Windham – Windham Hospital
Natchaug – Natchaug Hospital
MidState – MidState Medical Center
ERN – Eastern Rehabilitation Network
VNA-HHC – VNA HealthCare
VNA-CC – VNA Central Connecticut
Rushford – Rushford
CLP – Clinical Laboratory Partners
Jeff House – Jefferson House
CMC – Cedar Mountain Commons
Color Scheme:
File Format:
.eps – Encapsulated
Postscript
.tif – Tagged Image
File Format
.jpg – Joint Photographic
Experts Group
.png – Portable Network
Graphics
Special Usage:
Special-usage logos do
not feature the afliation
line and have the added
“notag” designation.
Grayscale
K – Black
4C – Process Color (CMYK)
Rev – Reverse (white)
S-Rev – White Wordmark/ Spot Color Symbol
4C-Rev – White Wordmark/Process Color Symbol
S – Spot color (Pantone ® )
V – RGB
18 Hartford HealthCare Guidelines | File Naming – Special-Usage Signature

Our Color Palette
The colors we use in our brand
are vivid, energetic, and inspiring.
They speak of our compassion
and commitment to the people
we help every day.
19 Hartford HealthCare Guidelines | Our Color Palette

Color Palette
The Hartford HealthCare house
style relies on color to make distinct
visual statements that catch and hold
the viewer’s attention. Visible in a
variety of features, including super
graphics, backgrounds, and display
type, our color palette mirrors the
signature artwork.
White is one of the dominant colors
of this system. When used as a
background, it ensures a clean, clinical
quality and supplies a blank canvas
to support messages and visual
elements. HHC Light Gray can also
be used as a background color to add
dimension to photographic images
and variety to page layouts.
HHC Gray is used frequently in
headlines and body copy, and
suggests our determination
and professionalism.
HHC’s accent colors are intended for
highly specic uses, such as graphic
elements (discussed later in these
guidelines), backgrounds (usually with
silhouetted photography), and display
type (titles, headlines, posters, etc.).
20
White
CMYK 0 0 0 0
RGB 255 255 255
# FFFFFF
HHC Gray
Pantone ® Cool Gray 11
CMYK 0 0 0 85
RGB 83 86 90
# 53565A
HHC Light Gray
10% Pantone ® Cool Gray 11
CMYK 0 0 0 10
RGB 237 237 237
# EDEDED
HHC Blue
Pantone ® 313
CMYK 100 0 10 4
RGB 0 152 195
# 0098C3
HHC Green
Pantone ® 377
CMYK 51 5 98 23
RGB 110 153 52
# 6E9934
HHC Magenta
Pantone ® 2405
CMYK 38 100 0 0
RGB 164 0 132
# A40084
HHC Orange
Pantone ® 173
CMYK 0 80 94 1
RGB 210 73 42
# D2492A
Hartford HealthCare Guidelines | Color Palette

Our Typeface
PMN Caecilia is our typeface.
Its approachable and
humanistic quality reflects
our brand personality.
21 Hartford HealthCare Guidelines | Our Typeface

Primary Typeface
PMN Caecilia is a modern and
distinctive serif typeface that
reinforces both the Hartford
HealthCare wordmark and the
member descriptor lines .
PMN Caecilia 55 Roman is
the preferred weight in most
applications, from titles and
headlines to subheads, body copy,
captions, legal copy, and more .
When setting text in layout, you
may use other weights and styles
of PMN Caecilia for emphasis or
variety . A clear text hierarchy
will lead the reader effortlessly
through the material . Text
should always be set to maximize
readability while maintaining
a neat and clean appearance .
22
PMN Caecilia 55 Roman
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890!@#
$%^&*()-+=
PMN Caecilia 45 Light
ABCDEFGHIJKLMNOPQRSTUV
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()-+=
PMN Caecilia 75 Bold
ABCDEFGHIJKLMNOPQRSTUV
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()-+=
PMN Caecilia 56 Italic
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890!@#
$%^&*()-+=
PMN Caecilia 46 Light Italic
ABCDEFGHIJKLMNOPQRSTUV
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()-+=
PMN Caecilia 76 Bold Italic
ABCDEFGHIJKLMNOPQRSTUV
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()-+=
Hartford HealthCare Guidelines | Primary Typeface

Secondary Typeface
When PMN Caecilia is unavailable
(e .g ., in Microsoft ® Office and online
applications) use Verdana instead .
23
Verdana Regular
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890!@#
$%^&*()-+=
Verdana Bold
ABCDEFGHIJKLMNOPQRST
abcdefghijklmnopqrstuvwx
1234567890!@#$%^&*()
Verdana Italic
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890!@#
$%^&*()-+=
Verdana Bold Italic
ABCDEFGHIJKLMNOPQRST
abcdefghijklmnopqrstuvwx
1234567890!@#$%^&*()
Hartford HealthCare Guidelines | Secondary Typeface

Our Photography
Our photography highlights
the well-being of our patients
and the collaboration among
staff to provide the best
possible care.
24 Hartford HealthCare Guidelines | Our Photography

Primary Photography
Just as patients are the focal point of
our work, so too are they the focus of
our photographic style . Photography
of doctors, nurses, and caregivers
serves to illustrate our commitment
to our patients .
Primary photography should reflect
the well-being of our patients,
the dialogue between patient and
caregiver, and the collaboration
among our staff to deliver the best
possible care .
Models should represent a wide
demographic and may be
photographed in realistic situations
or interacting with the camera .
Although posed images are
acceptable, candid-style photography
is preferred . Models dressed in
brand-accent-color clothes are
also preferred because the colors
enliven our visual communications .
Images should always be silhouetted
against light gray, white, or solid
brand-color backgrounds . Slight
gradients can be added to the
background to make the photography
look natural and to create depth .
Silhouetted image on light gray background Silhouetted image on brand-color background
25 Hartford HealthCare Guidelines | Primary Photography

Primary Photography
Silhouetted images on light gray background
26 Hartford HealthCare Guidelines | Primary Photography

Primary Photography
Samples of silhouetted images on brand-color background
27 Hartford HealthCare Guidelines | Primary Photography

Secondary Photography
Secondary photography features
objects associated with the
medical arts or science in general .
This category offers a broad range of
possibilities . However, consistency
should be established through
composition . The examples shown
here illustrate how subjects
should be arranged and shot: Use
symmetry, placement, and cropping
to impart style and nuance to what
would otherwise be an ordinary
photograph of a medical device .
Silhouetted images of objects
should always appear against light
gray or white backgrounds .
Samples of silhouetted objects on light gray background
28 Hartford HealthCare Guidelines | Secondary Photography

Our Graphic Elements
Lively, engaging, and
differentiated, our
graphic elements support
the concept of open
dialogue and add visual
emphasis to all of
our communications.
29 Hartford HealthCare Guidelines | Our Graphic Elements

Graphic Elements
Colorful, striking, and fun, the
graphic elements animate our
design materials with big blasts
of color . They have been specially
created for our brand, purposely
differentiating us within the
healthcare category .
Inspired by the design and colors
of the signature’s quotation marks
symbol, these elements emphasize
our dedication to engaging in a
constant dialogue with stakeholders
and our commitment to
Connecting with Purpose .
The quotation mark graphic element is
available in the following variations:
30
Variations of the graphic elements
Solid
Diagonal Stripes
Dots
Horizontal Stripes Vertical Stripes
Hartford HealthCare Guidelines | Graphic Elements

Graphic Element Usage
Clusters
Lively and dynamic combinations
of various quotation mark elements
that energize and differentiate
communication materials .
Quotes
Pairs of quotation marks
(upside-down quotes on left and
right-side-up on right) for use in
message-driven designs and in
standard typographic style .
Textures
Repeated patterns of the quote
elements for applications that
require subtle design details .
Crops
Magnifications of solid, dotted,
and diagonal-/horizontal-/verticalstriped
graphic elements that add
variety and flexibility to all types
of communication materials .
The design and intent of the
communication determines
the graphic element to use .
The following are suggested as
a general guide .
31
Multicolor usage sample Quotes
Textures
Crops
Hartford HealthCare Guidelines | Graphic Element Usage

Creating Multicolor Clusters
Clusters feature tight groups of
quotation marks of varying sizes
and are used for emphatic graphic
expression .
Clusters enliven larger design areas
with a vigorous display of color . Use
only the five types of quotation marks
specified on page 30 .
To create clusters, use overlapping
quotation marks, double on double 1
or single on single . 2 Clusters can
be in groups of two or three, and
more than one group can be used . 3
Larger clusters should bleed off the
border(s) of the layout, but smaller
clusters can be wholly contained in the
live area if the composition allows . 4
Used with photography or messages,
clusters act as a framing device to
draw attention to the contents . Their
scale should be balanced with any
photography or message in the
composition . 5
1
4 5
trust your
family to us
32 Hartford HealthCare Guidelines | Creating Multicolor Clusters
2
3

Creating Two-Color and One-Color Clusters
In applications where four-color
(or more) printing is not available,
clusters can be created by using a
combination of the brand accent
color and HHC gray, or by using
only the brand accent color and
its shades to create visual interest .
Shades should appear at increments of
100%, 80%, 60%, 40%, and 20% only . 1
Two-color and one-color clusters can
be used on backgrounds of white,
light gray, 2 or a reverse of the brand
accent color . 3
Use only the five types of quotation
marks specifically designed for the
HHC brand . (See page 30 .) Follow
the guidelines on page 32, Creating
Multicolor Clusters .
1
2
100% 100% 100% 100% 100%
80% 80% 80% 80% 80%
60% 60% 60% 60% 60%
40% 40% 40% 40% 40%
20% 20% 20% 20% 20%
33 Hartford HealthCare Guidelines | Creating Two-Color and One-Color Clusters
3

Using the Clusters
Clusters can be used as major design
elements or as framing devices or
accents . See examples of suitable
applications at right .
34 Hartford HealthCare Guidelines | Using the Clusters

Clusters – What to Avoid
The importance of using the
graphic elements properly cannot
be overstated .
To help us achieve a strong, unified
expression of the Hartford HealthCare
brand across all applications, a
number of unacceptable treatments
are demonstrated here . Please
remember that these uses are
never allowed .
35
Never use colors outside of our brand color palette
Never re-create the quotes graphic
Never use the clusters directly on top of any
photography or message
Never use colors outside of our brand color palette
Never arrange the elements in other angles
Never put any imagery or messages in the quotes
Hartford HealthCare Guidelines | Clusters – What to Avoid

Creating and Using the Quotes
The quotation mark graphics
have been taken directly from the
signature symbol .
Intended for use as design accents
in type-focused layouts, the quotes
can be used in a number of different
ways, e .g ., to book-end a message or
to frame text .
Use only the five types of quotation
marks specifically designed for the
HHC brand . (See page 30 .)
The quotes should always appear in
twos in the standard typographic
style, i .e ., upside-down quotes on the
left and right-side-up on the right .
Use any of the five brand colors
when creating quotes . Quotes should
appear in one or two colors per set of
quotes 1 , so quotes within a set can
appear in different colors . 2
Quotation marks can appear entirely
within the live area at smaller sizes to
complement selections of body copy
or can be enlarged and cropped by the
borders of the layout for a dominant
statement in high-visibility layouts . 3
36
1
2
One-color samples
Once you choose hope,
anything’s possible.
– Christopher Reeve
3
Two-color samples
together we
are starting
a dialogue
Hartford HealthCare Guidelines | Creating and Using the Quotes

Using the Quotes
As the series of exhibits at right
illustrates, the quotes are versatile
and can be used to frame a message
while reinforcing the Hartford
HealthCare brand, whether in
print, online, or environmental/
architectural applications .
37 Hartford HealthCare Guidelines | Using the Quotes

Quotation Marks – What to Avoid
The importance of using the
graphic elements properly cannot
be overstated .
To help us achieve a strong, unified
expression of the Hartford HealthCare
brand across all applications, a
number of unacceptable treatments
are demonstrated here . Please
remember that these uses are
never allowed .
38
Once you choose hope,
anything’s possible.
– Christopher Reeve
Never use colors outside of our brand color palette
Once you choose hope,
anything’s possible.
– Christopher Reeve
Never re-create the quotes graphic
together we
are starting
a dialogue
The quotes should always appear in the standard
typographic style, i.e., upside-down quotes on the
left and right-side-up on the right
Once you choose hope,
anything’s possible.
– Christopher Reeve
Both sets of quotes should always be at
the same size
Once you choose hope,
anything’s possible.
– Christopher Reeve
Never use the clusters to quote any messages
Never superimpose any messages on the
quotes graphic
together we
are starting
a dialogue
Hartford HealthCare Guidelines | Quotation Marks – What to Avoid

Textures
The textures diffuse the quotes
as patterns or streams for quieter
statements across larger areas .
There are a number of uses for these
textures, such as envelope interiors,
brochure back covers, inside flaps,
and other surfaces not used for
primary displays .
There are a number of colors options
for the textures: single color only,
alternating symbol colors, color
reversal off brand-accent color
background, or color reversal off
light gray background .
39
Multicolor textures One-color textures
Reverse on color textures
Reverse on light gray textures
Hartford HealthCare Guidelines | Textures

Textures (continued)
A continuous line of quotation marks
can be used as a design accent in
environmental/architectural details .
The textured strip can be in one
color, in alternating brand colors, or
reversed off any background .
40
Multicolor textured strip
One-color textured strip
Reverse textured strip
Hartford HealthCare Guidelines | Textures (continued)

Using the Textures
The examples at right illustrate
appropriate applications of the
textures .
41
Hartford HealthCare Guidelines | Using the Textures

Textures – What to Avoid
The importance of using the
graphic elements properly cannot
be overstated .
To help us achieve a strong, unified
expression of the Hartford HealthCare
brand across all applications, a
number of unacceptable treatments
are demonstrated here . Please
remember that these uses are
never allowed .
42
Never use colors outside of our brand color palette
Never rearrange or alter the textures
Never rearrange or alter the textured strip
Never use colors outside of our brand color palette
Never rearrange or alter the textures
Never use the textured strip in any applications
other than enviromental/architectural details
Hartford HealthCare Guidelines | Textures – What to Avoid

Crops
The crops are cropped magnifications
of the different graphic treatments
of the quatation marks—solid, dots
or horizontal/vertical stripes . Their
distinctive shapes combine with our
vibrant brand colors to create unique
design expressions and offer flexibility
in various applications .
Each version is built from two
components . One component is
the magnified pattern of dots or
stripes 1 and the other component
is a solid field of color . Combinations
should always come from our
brand color palette .
The two components overlap,
with the edge of the color field
forming a horizontal 2 or
vertical line . 3 Multiplying or
overprint effect should be
applied to lend dimension and
visual interest .
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1
Dots Diagonal Stripes Horizontal Stripes Vertical Stripes Solid
2
3
Hartford HealthCare Guidelines | Crops

Crops (continued)
The crops can fill large design areas 1
and can be featured on their own
or with photography placed in the
solid area 2 .
The crops can also be used in the form
of a strip 3 on appropriate applications,
such as vehicles .
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1
3
Let’s Meet, Talk, Share, Discuss
2
Building a Healthier Community
Hartford HealthCare Guidelines | Crops (continued)

Using the Crops
Examples of suitable usage of the
crops appear at right .
45 Hartford HealthCare Guidelines | Using the Crops

Crops – What to Avoid
The importance of using the
graphic elements properly cannot
be overstated .
To help us achieve a strong, unified
expression of the Hartford HealthCare
brand across all applications, a
number of unacceptable treatments
are demonstrated here . Please
remember that these uses are
never allowed .
46
Never use colors outside of our brand color palette
The two components should meet horizontally or
vertically only
Never put imagery or message inside the
pattern component
Never re-arrange or alter the graphic elements
The two components should meet horizontally or
vertically only
The two components should always align
horizontally or vertically
Hartford HealthCare Guidelines | Crops – What to Avoid

Our Voice

Our Voice
Our brand voice expresses the
unique character of our brand
and brings a consistent style to all
of our written communications.
48
Hartford HealthCare Guidelines | Our Voice

Brand Voice
While our house style communicates
our brand through imagery,
our brand voice expresses the
unique character of the brand in
words . And through this unique
voice, we bring a consistent
style to all of our written
communications and ensure that
the core qualities of our brand
are always represented .
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Conversational – When appropriate,
use a “business-casual” writing
style . It should sound relaxed
but professional, and not overly
formal . Remember to get to the
point quickly, but frame or lead up
to the information in a way that
suggests an easy dialogue between
colleagues or friends .
Use contractions and colloquial
expressions . Think about how you
would tell a friend about something
and then try to write it down .
Example:
“ At Hartford HealthCare, we can’t tell
you how happy we are with the results
of our latest and greatest fundraiser.”
Open – This quality is closely
related to the others, but the idea
of “openness” has some nuances
of its own . For many, when they
think of healthcare providers,
they think of intimidating medical
terminology or impenetrable
regulation language . So let’s
surprise them with real-world,
everyday explanations to help
them understand what we are
doing—because that’s what a
good partner does .
In public-facing materials, swap
technical or academic language
for familiar and approachable or,
if you really need to use “shoptalk,”
throw in a few extra words
of explanation for those outside of
the healthcare industry .
Example:
“ In phase 1 clinical trials, we saw
that metastasis, the spread of cancer
cells, was stopped abruptly, giving
us hope for a new treatment.”
Collaborative – Another emphasis
in our writing should be our
dedication to partnership—to
working closely with doctors,
researchers, administrators, and,
of course, patients to deliver the
highest-quality care available .
Use the first- and second-person
plural (we/us/our and you/yours)
if it feels right for the piece .
Example:
“ We have a number of exciting medical
breakthroughs that we can’t wait to
share with you.”
Hartford HealthCare Guidelines | Brand Voice