Saint Joseph Health System Corporate Identity and Graphic ...

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CHI's symbol is a cross — simple, almost star-like, representing CHI's faith and foundation. The
cross is used with the Catholic Health Initiatives name, or logotype, to form the system's logo. Each
MBO uses the CHI logo, along with its own name, on stationery items and other print materials.
CHI's colors provide another strong element of its brand identity, as does its theme line, "A spirit of
innovation, a legacy of care."
The signature is a fixed relationship of all the design elements, including CHI's system symbol (the
cross) and logotype (the words Catholic Health Initiatives) plus the name of a CHI MBO in its
appropriate typography, all positioned in a consistent hierarchy as follows:
This hierarchy never changes, regardless of the signature application: the CHI system symbol (the
cross) and logotype (the words Catholic Health Initiatives) are always first in order of appearance
with the local MBO name second in order, however, prominently displayed through a greater weight
and size of typography. How the MBO name appears (bold, set off with rule lines, etc.) can vary
based on the signature's application on stationery items, print materials and advertising. This
signature approach supports CHI's branding strategy to consistently feature the CHI system symbol
and logotype first in order but to give visual emphasis to the MBO name, thus optimizing its brand
equity in the local market.
Acceptable fonts for Saint Joseph Health System marketing and communication pieces:
Adobe Garamond Pro
Avenir LT Std Series
ENGRAVERSGOTHIC
Futura
Giovanni Book
GoudySans
Helvetica Neue LT Std
Humanst521 BT
Lydian BT
Lynda
Myriad Series
NewBaskerville
Optima
SACKERS GOTHIC STD
Times New Roman
Other possibilities:
System Symbol and Logotype
Amaze
Angelina
Basil
BaskervilleT
Black Chancery
BrockScript
Clearface
Century Gothic
Cocktail
Daniela
Franklin Gothic Book
Freehand471 BT
Geometr231 BT
Gill Sans
JohnHancock
Kaufmann BT
Kids
Marydale
MBO Name