The Logo - Cincinnati Children's Hospital Medical Center

A guide to clear and consistent portrayal of the Cincinnati Children’s brand
Cincinnati Children’s
Identity Guidelines

Introduction 2
The Brand 2
Our Look 3
Who Should Use These Guidelines? 3
The Logo 4
Acceptable Use of the Logo 4
Unacceptable Use of the Logo 7
Logo Use With Departments, Divisions,
Centers and Programs 8
Logo Safe Area and Minimum Size 10
Logo Color 11
Kids Icon in Isolation 12
Promotional Items 14
The Tagline 15
Acceptable Use of the Tagline 16
Logo With Tagline Lockup 17
Unacceptable Use of the Tagline 17
Design System 18
Photography 18
Color Palette 21
Typography 22
Design Elements 23
The Design System in Use 25
Application 32
Letterhead 32
Business Cards 34
Envelopes 35
Templates 36
Signage 41
Resources 43
Table of Contents
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
1

Introduction
The Cincinnati Children’s visual identity is an integral part of
the medical center’s presence in the community and around
the world. How we visually portray ourselves expresses who we
are. Keeping our look consistent aids recognition, reinforces the
personality of our organization, and allows us to build loyalty and
confidence in the care we provide. By following these guidelines
we can ensure that all of our communications maintain a clear
and consistent portrayal of who we are.
The Brand
What Is a Brand?
A brand is the face you present to show who you are and what
may be expected of you. The Department of Marketing and
Communications and Cincinnati Children’s senior leadership
developed branding that defines the personality of the medical
center and how we are positioned in the field of health care. Our
branding consists of the following elements:
Brand Promise
Bringing the world the joy of healthier kids
Brand Positioning
To those who seek a healthier life for kids, Cincinnati Children’s
is their best option.
Brand Personality
Passionate, Nurturing, Innovative
Brand Affiliation
A determined person who has picked the best team
Introduction
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
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Our Look
The visual identity of Cincinnati Children’s includes our logo,
a custom color palette, photography, typography, and design
elements such as shapes and lines. Our look calls to mind our
heritage while adding a contemporary feel that indicates our
advanced approach to health care, research and education. All
of our communications should reflect this look – from business
cards and letterhead to PowerPoint presentations, signage and
our web site.
Who Should Use
These Guidelines?
With every piece of material about Cincinnati Children’s that
you create, whether it is a letter, brochure, web content or
other communication, you represent the Cincinnati Children’s
voice and identity. Therefore, everyone at Cincinnati Children’s
must follow these guidelines. Outside agencies that create print
or electronic materials for Cincinnati Children’s must also
adhere to these guidelines.
The Identity Guidelines serve as a foundation of our brand
and explain how to use all of the identity elements properly,
both internally and externally. Some of this material involves
technical details needed by graphic designers in creating
materials for the medical center. Other items are specifically
for employees, such as references to CenterLink (the Cincinnati Children’s
intranet site) and Template Toolbox, both of which are accessible only by
employees at Cincinnati Children’s.
Although these guidelines cannot address every design situation, they
serve to establish the groundwork for design execution and strategy. If
you are ever in doubt about identity usage, please contact Marketing and
Communications at 513-636-4420 or marketing@cchmc.org.
The Identity Guidelines can be found online at
www.cincinnatichildrens.org/brand.
Introduction
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
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The Logo
Our logo is composed of two graphic elements: the kids icon and
the Cincinnati Children’s wordmark. The current configuration
of the logo was designed to elicit warmth and emotion while
preserving the heritage of past logos. The prominence of the word
“Cincinnati” emphasizes our roots and tradition while defining a
place on the map to celebrate our national presence. The selected
typefaces and rounded shapes convey an inviting and open
atmosphere, while the deep blue color projects confidence
and compassion.
The Cincinnati Children’s standard logo
Wordmark
Kids Icon
Do not try to recreate the logo. For digital art, contact Marketing
and Communications at 513-636-4420, or download cameraready
art from CenterLink at http://groups/mktng/toolbox/
Logos/logo.htm.
The Cincinnati Children’s logo and tagline are registered trademarks and cannot be altered in any way.
Acceptable Use of the Logo
In general, always use the standard version of the logo (without the
“Hospital Medical Center” descriptor underneath). See page 6 for
special instances in which the “Hospital Medical Center” descriptor
should be used.
When the logo appears on printed pieces, it should always include
the registered trademark symbol ( ) after it.
®
For proper application of the logo on promotional items, see
page 14.
The Logo
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
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Horizontal Logo
The horizontal logo is the preferred orientation of
the Cincinnati Children’s logo. Acceptable uses of the
horizontal logo include the following:
Cincinnati Children’s Blue on white background
White reversed out of Cincinnati Children’s Blue
100% black on white background
White reversed out of 100% black
White reversed out of a photograph
Use this option only when the photograph offers a solid plane
of color and enough contrast for the logo to appear clearly
The Logo
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
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Vertical Logo
The vertical orientation of the logo should only be used where
size restrictions make the vertical orientation the only suitable
option. It is also acceptable in cases where it is on a pre-existing
surface, such as a building sign.
For approval to use the vertical logo, contact Marketing and
Communications at marketing@cchmc.org or 513-636-4420.
The Cincinnati Children’s vertical logo
Hospital Medical Center Descriptor Logo
It is important that we build equity in the standard version of
our corporate logo (see page 4). Therefore, the logo featuring
the “Hospital Medical Center” descriptor should be saved
for use only in the following instances:
1) The “Hospital Medical Center” descriptor can be used on
mail panels of print publications.
2) Use the “Hospital Medical Center” descriptor in special
cases when communications are going out to an audience
(e.g., a group, organization or geographic region) where
Cincinnati Children’s is not immediately recognized
as a medical center.
If you have a question about whether or not to use the
“Hospital Medical Center” descriptor, please contact
Marketing and Communications at 513-636-4420 or
marketing@cchmc.org.
The Cincinnati Children’s logo with “Hospital Medical Center” descriptor
The Logo
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
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Unacceptable Use of the Logo
Maintaining consistency in the way in which our logo is
displayed is essential to preserving a strong brand identity.
The following examples show misuses of the logo. Do not
alter the logo in any way.
Do not display the logo in any color other than
Cincinnati Children’s Blue or 100% black.
Do not display the logo on a background color other
than white.*
*Note: An exception is wearable promotional items. See page 14.
Do not distort the logo by stretching it when resizing.
Do not reverse the logo out of a color other than
Cincinnati Children’s Blue or 100% black.*
Do not combine the logo with any other graphic element. Do not reverse the logo out of a photograph if the
background color of the photo is too light to clearly
read the logo.
Bake Sale
The Logo
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
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Logo Use With Departments,
Divisions, Centers and Programs
When the Cincinnati Children’s logo appears with a
department, division, center or program name, it is called a
lockup. A department, division, center or program can be
recognized by using a logo lockup. Associating the name
with the Cincinnati Children’s logo builds equity in the
Cincinnati Children’s brand and promotes brand recognition
wherever a department, division, center or program name is
used. (See Figures 1 and 2.)
Unique department, division, center or program logos or
wordmarks are not permitted.
When creating a lockup, extend the name of the
department, division, center or program according to the
diagram at the right. Use natural breaks when appropriate,
such as before or after articles like “and.” (See Figure 3.)
Logo lockups should be created by Marketing and
Communications or by another graphic design professional.
For digital art, contact Marketing and Communications at
513-636-4420 or marketing@cchmc.org.
Division of Hematology/Oncology
Fig. 1: Cincinnati Children’s logos showing division lockups
Research Foundation
Fig. 2: When designing a lockup, spacing should follow the height of
the letter “r” from the wordmark as indicated below.
Division of Hematology/Oncology
The Heart Center
Division of Hematology/Oncology
Division of Occupational
and Physical Therapy
Research Foundation
Fig. 3: Do not extend a department, division, center or program name
beyond the “d” in the second appearance of “Children’s.”
Division of Occupational Therapy
and Physical Therapy
Division of Hematology/Oncology
The Logo
Research Foundation
The Heart Center
Division of Occupational
and Physical Therapy
Measure distance from logo and
relative height of tag with the letter
“r” from the wordmark.
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
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Logo Use With Departments,
Divisions, Centers and Programs
(continued)
Logo lockups can be used on promotional items such as
T-shirts, pens, coffee mugs, etc.
Example of a logo lockup on a promotional item
Department of Development
Logo lockups can also be used on printed materials such as brochures
and postcards.
Example of a logo lockup on a CD and mailer
The Logo
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
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Logo Safe Area and
Minimum Size
Logo Safe Area
A protective margin around the logo ensures the logo’s
prominence and integrity. The logo should remain a set
distance away from text, photos and all other design
elements in a publication. (See Figure 1.)
Minimum Size
To ensure legibility, the logo should not be reduced to a size
where it is unable to be easily read. In print pieces, do not
reduce the logo below a measurement of 2” in length. (See
Figure 2.)
In rare instances, the logo may be reduced to a measurement
no smaller than 1” in length for promotional items such as
pens, pencils or lapel pins. (See Figure 3.)
Fig. 1: Safe area = 2r (at the size of the logo)
Fig. 2: Do not reduce the logo below 2” in length.
2”
Fig. 3: Example of an instance in which it is acceptable to
reduce the logo to less than 2” in length.
1”
The Logo
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
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Logo Color
The logo should always appear in Cincinnati Children’s
Blue or one of the acceptable substitutes listed in Figure 1.
Cincinnati Children’s Blue is a custom ink available through
Superior Ink (513-221-4618, www.superiorink.com). There
are ink formulas for coated and uncoated paper stocks. When
ordering ink, specify coated or uncoated ink formula based on
the paper the job will be printed on.
See Figure 2 for ink/color specifications for various
print applications.
One- and Two-Color Applications
When creating a one-color application, use Cincinnati
Children’s Blue on white. The logo in 100% black on a white
background is acceptable in cases when Cincinnati Children’s
Blue is not an option (e.g., fax transmission sheet, forms,
newspaper, etc).
If a piece is being printed in two colors, one of the two colors
must be black or Cincinnati Children’s Blue. (See Figure 3.)
Fig. 1: Cincinnati Children’s Blue color values
Color PMS CMYK RGB HEX
Cincinnati 2935 C=100 R=0 002780
Children’s
M=70 G=83
Blue
Y=0
K=8
B=158
Fig. 2: Use the ink/color specifications listed in the table below
based on the application being used.
For this application:
Offset printing
Four color process
Web
Silk screening
(on promotional items
such as T-shirts, etc.)
Fig. 3: Sample two-color application
Use this color:
Cincinnati Children’s Blue
C=100 M=70 Y=0 K=8
Hex #002780
Pantone 2935
The Logo
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Kids Icon in Isolation
The kids icon may appear isolated in certain instances as described
below. It must always appear in Cincinnati Children’s Blue and
can only be reversed from this color as well. (See Figure 1.)
Acceptable Use of the Kids Icon in Isolation
The kids icon can appear in isolation in Cincinnati Children’s
Blue only. (See Figure 2.)
It can also appear as a watermark texture in the background of a
document. A watermark is a background image used to distinguish
certain papers such as stationery. When used as a watermark,
the kids icon can appear screened back to 15% of Cincinnati
Children’s Blue. (See Figure 3.)
The only acceptable crop for the kids icon is from the right.
Do not crop from the left side. (See Figure 3.)
Fig. 1: Kids icon in isolation
Fig. 2: Example of proper use of kids icon in isolation
Fig. 3: Example of kids icon in use
as a watermark with right-side crop
The Logo
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
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Kids Icon in Isolation (continued)
Unacceptable Use of the Kids Icon in Isolation
Do not display the kids icon in any color
other than Cincinnati Children’s Blue.
Do not rotate the kids icon in any way.
Do not use the kids icon as wallpaper or a
continuous pattern.
The Logo
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Promotional Items
Use of the Cincinnati Children’s logo on promotional items
such as apparel and textile specialty items should follow
the standards listed in these guidelines. Follow the rules on
this page regarding which color logo to use based on the
background color of the item where the logo will appear.
Visit http://cch.promoshops.com/ to view examples of
and order promotional items, or contact Marketing and
Communications at 513-636-4420 for assistance.
Use the logo in Cincinnati Children’s Blue
on a white background.
Exception:
On promotional items only, the Cincinnati Children’s logo
may appear in 100% black on colored backgrounds or
reversed out of a color other than Cincinnati Children’s
Blue or black.
The Logo
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The Tagline
A tagline is a summary statement that helps to
communicate a brand. Our tagline – change the
outcome® – shows the significant impact we have on
the lives of children, and allows us to communicate
our brand promise of bringing the world the joy of
healthier kids.
The “change the outcome” message was developed
through research, interviews and focus groups with
families, employees, management and the community.
It resonates among employees, medical personnel and
even donors. What resulted is a succinct and powerful
message that tells what we do and reinforces our vision
of being the leader in improving child health.
The Cincinnati Children’s tagline
The Tagline
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Acceptable Use of the Tagline
The “change the outcome” tagline should be used on all
corporate materials and on other materials as appropriate.
When the tagline appears on printed pieces, it should always
include the registered trademark symbol ( ) after it.
®
For all printed materials such as letterhead, business
cards, brochures and postcards, the tagline should be separate
from the logo. See examples at the right for acceptable uses.
The Cincinnati Children’s logo and tagline are registered trademarks and cannot be altered in any way.
Example of the proper use of the tagline
on a publication cover
The Tagline
Example of proper use of the tagline
on letterhead
Example of proper use of the tagline
on a brochure cover
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
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Logo With Tagline Lockup
The logo with tagline lockup should be used only for
specialty items such as T-shirts, pens, coffee mugs, etc.
Unacceptable Use of the Tagline
Do not lock up the tagline with the “Hospital Medical Center”
descriptor logo. Do not attempt to recreate the tagline. The tagline
should not be reproduced in any other typeface.
The Cincinnati Children’s logo with tagline lockup
Measure distance from logo and relative
height of tag with the letter “r” from the
wordmark.
Do not lock up the tagline with “Hospital Medical Center” descriptor logo.
The Tagline
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Design System
The design system used for all Cincinnati Children’s
communications materials incorporates type, color, photography
and design elements such as lines and shapes. These guidelines are
intended to help employees, graphic design agencies and others
who use the Cincinnati Children’s brand when creating print and
electronic pieces.
Photography
Overall, photography should maintain a captured-in-the-moment,
editorial style with close interaction between the primary subjects
in the composition (professionals, families, patients). Health care
shots should convey the feeling of warmth and compassion.
Research and surgery shots should suggest cutting-edge work and
include people using modern technology/equipment.
Photographs will come from a wide variety of sources, including
our existing library of images, photo shoots and/or stock photography.
Keep the following principles in mind when selecting photos and
setting up photo shoots.
Lighting
When possible, use natural light. In general, light should be:
• Bright, warm, uplifting
• Not overly saturated
• Not high contrast
• Limited in use of photo or computerized enhancements
Examples of the proper use of lighting in photography
Design System
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Composition
Use a centralized arrangement of subject matter.
• Keep models and primary element as a focal point.
• Overlap models when feasible.
• Show scenes with interaction – touching, hugging,
hand-holding, consulting.
• Avoid wide, unorganized locations.
• Aim for bright colors, natural moments.
• Use selective focus when appropriate (i.e., focal point with
blurred background).
• Magnify details when relevant (i.e., close-up shot of patient’s
special toy, close-up shot of patient’s hands, feet, etc).
Models
• Strive to use actual people from Cincinnati Children’s,
including professionals, families and patients.
• Use models from many origins. Strive for an international feel.
• Targeted patient ages: Newborn-18 years (know the audience
when making selections).
• Use a mainstream wardrobe selection. Colors should reflect
color palette when possible.
• Aim for groups no larger than three.
Examples of the proper use of composition in photography
Examples of models used in photography
Design System
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Model Direction
Caregiver: friendly, compassionate
Child: receptive, engaged
Interaction should feel real, capturing a moment in time.
Try to avoid:
• Posed shots
• Trite content
• Sappy, overdone situations
• Muted colors
• Dramatic use of photo filters
• Dark surroundings
• Stock photography that does not fit into the principles
described above
Black and White Photography
Black and white photography is acceptable when limited to
less than four-color printing. The images should follow the
principles described above.
Proper model direction used in photography
Examples of black and white and photography
Design System
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Color Palette
The Cincinnati Children’s color palette includes Cincinnati
Children’s Blue, a primary color palette and a secondary color
palette. These colors were chosen to be visually compatible with
one another. They project energy and spirit, as well as calm and
comfort. In addition, muted tones are included for materials requiring
a more academic look. These colors work well for communications
that are targeted toward audiences other than families. All Cincinnati
Children’s communications should make conscientious use of the
color palette.
Cincinnati Children’s Blue
Cincinnati Children’s Blue is a deep blue color that projects
confidence and compassion.
Primary Color Palette
The primary color palette includes colors that are energetic and
family-friendly. These colors work well for all of our audiences,
including families, employees, physicians, researchers,
academicians and the community.
Secondary Color Palette
The secondary color palette was created to expand on the
primary palette to add colors that communicate sophistication
and innovation. These colors are appropriate for research
applications and allow us to offer a different look from our
family-oriented publications.
Cincinnati Children’s Blue
C=100 M=70 Y=0 K=8
The primary color palette
1235 151 200 rubine
red
The secondary color palette
369 306 2602
7447 356 660 290 215 472
245 444 576 147 4515 241
173 191 7407 549 7413 432
The colors shown on this page and throughout this manual are not intended to match the PANTONE®
Color Standard. Please reference a PANTONE® color guide for accurate representations of color.
PANTONE® is a registered trademark of Pantone, Inc.
Design System
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Typography
The typefaces we use influence how our audiences perceive the
medical center. We strive to incorporate good, clean design
approaches to type for copy that looks clear and is easy to read.
Our typefaces are a mix of both formal and informal, which helps
set a tone that adequately suits the many varying needs of the
medical center.
Headlines
Use the Rotis Serif family of typefaces for all headlines. In
general, try to keep headlines to a maximum of two lines long.
Use title case for all headlines. Note: Do not use the Rotis Serif
ampersand. Replace it with MrsEaves.
Subheads
Use the Rotis Sans Serif family of typefaces for subheads. All
three versions of Rotis Sans Serif are appropriate for subheads.
Note: Do not use the Rotis Sans Serif ampersand. Replace it with
Frutiger Light.
Body Copy
Use ITC Garamond for body copy. Limit the use of hyphens at
the end of lines of body copy. Use a soft return at the end of a line
to eliminate hyphens when aesthetically appropriate.
Sidebars and Call-out Boxes
Typeface choice can vary in sidebars and call-out boxes. In general,
when the body copy is ITC Garamond, use Rotis Sans Serif for
sidebars and call-out boxes to distinguish from the body copy.
The typeface used for headlines
Rotis Serif Family
ABCDEFG abcdefg 12345!?&
ABCDEFG abcdefg 12345!?&
The typeface used for subheads
Rotis Sans Serif Family
ABCDEFG abcdefg 12345!?&
ABCDEFG abcdefg 12345!?&
The typeface used for body copy
ITC Garamond Book Family
ABCDEFG abcdefg 12345!?&
ABCDEFG abcdefg 12345!?&
ABCDEFG abcdefg 12345!?&
Design System
2602
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Design Elements
Design elements can include shapes, lines and illustrations. These
elements provide a consistent way to organize communications
materials. They contribute to the overall feel of a piece, whether
it is professional or casual, formal or family-friendly. Curves and
soft lines used throughout our materials keep our layouts playful,
with an element of spontaneity and softness.
Note about clip art: Clip art detracts from the professional image
the medical center wants to portray. Therefore, when
creating communications materials for Cincinnati Children’s,
clip art should not be used as a design element. Photos are
a more powerful element and can be downloaded from
Template Toolbox at http://centerlink/Portal/DesktopDefault.
aspx?g=188&gl=1421.
Illustrations drawn by a professional artist also may be used
upon approval. Contact Marketing and Communications at
513-636-4420 or marketing@cchmc.org to
review illustrations.
Grids
The use of colorful grids in our communications materials
combines our color palette with our photography to bring
emphasis to the most important element in our photos: the
patients we care for. Colors used in the grid complement the
photography while providing space for captions, pull-quotes
and sidebars.
Example of a colorful grid
Proper use of grid system in a printed piece
Design System
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Rounded Corner
Using rounded corners is an effective way to include a
feeling of softness in our materials. Incorporate the rounded
corner by using boxes with three right-angle corners and one
rounded corner. Use these elements to bring emphasis to an
image or to highlight text, such as a sidebar.
Intersecting Shapes
The use of intersecting shapes is another way to introduce
curved lines and provide a soft feel in our communications
materials. Use intersecting circles and rectangles when a
division or accent is necessary in a piece.
Examples of rounded corners
Design System
Intersecting circle and rectangle Example of intersecting circle and rectangle
in design execution
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The Design System in Use
The following examples incorporate all aspects of our design
system. They show how the various elements work together,
resulting in communications materials that reflect the
compassionate and nurturing care we provide our patients and
families, the advanced research conducted within the medical
center walls and the world-renown of our organization.
Print Communications
Examples of various print communications
Example of the design system in use
Design System
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Postcard
Examples of printed postcards
Poster/Flyer
Examples of posters and a flyer
Design System
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Publications
Examples of publications
Design System
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Print Ads
Examples of print ads
Design System
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Integrating Multiple Pieces
The examples below show how more than once piece can be
designed to work together as a system for projects requiring
more than one communication need.
Direct mail produced for the outpatient centers campaign Publication ads for the outpatient centers campaign
Design System
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Special Events, Campaigns and Initiatives
Special cases sometimes call for a unique look and feel to help
communicate a message. Examples of occasions where a
distinctive look may be called for include:
• Events such as the Radiothon and Blood Drive
• Campaigns such as United Way and Fine Arts Fund
• Corporate efforts or initiatives such as Patient Safety and
Hispanic Fiesta
When planning communications for these special cases, it is
essential to recognize that the Cincinnati Children’s name
remains the most important message to convey. Therefore, all
designs should support the Cincinnati Children’s brand and
work within our Identity Guidelines.
When developing communications for a special case, keep in
mind the following:
• Selected colors should come from the Cincinnati Children’s
color palettes (see page 21).
• Clip art is not to be used as a design element (see page 23).
• The look chosen and any supporting graphic elements need
to support the message being communicated.
• The overall look/theme and any graphic elements used
(such as illustrations or icons) should be executed by a
design professional.
• All special event/campaign looks should be approved by
Marketing and Communications.
The materials on pages 30-31 show examples of successful
design systems that are supportive of the Cincinnati Children’s
brand and identity.
Hispanic Fiesta communications materials
Design System
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Promotional materials for employee blood drives
Patient Safety communications materials
Strategic Plan communications materials, packaged in a kit
Design System
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Application
To maintain the integrity of the medical center’s brand, it is
essential that we incorporate the concepts presented in our
Identity Guidelines into every communications piece we
produce. This includes letters, business cards, PowerPoint
presentations, flyers, posters and even fax cover sheets.
We have created several templates to make it easy to develop
communications that comply with these guidelines. Refer to
this chapter when you have questions about how to apply our
branding to a particular communications need. When you
follow these guidelines, the medical center will be portrayed
in a consistent manner, leading to a stronger presence both
internally and externally.
The tools referenced in this chapter can be found online in
the Template Toolbox on CenterLink at http://centerlink/
Portal/DesktopDefault.aspx?g=188&gl=1421.
Letterhead
Using a standard format for setting up a letter portrays
professionalism and consistency in the appearance and tone of
our communications. Follow the guidelines on this page for
formatting a letter.
Margins
Top: 2.75”
Bottom: 1.25”
Left: 1.5”
Right: 1.5”
Text recommendation
11 or 12 pt Garamond or Times
Flush left / rag right
Double return paragraph breaks
Application
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Letterhead can be customized with specific information, such as
department or division name, phone and fax numbers, faculty
and staff members, etc.
How to Order
Printed letterhead can be ordered online. See instructions
for ordering in Template Toolbox on CenterLink at http://
centerlink/Portal/DesktopDefault.aspx?g=188&gl=1421.
An electronic version of letterhead – for email purposes
only – can be downloaded from Template Toolbox on
CenterLink at http://centerlink/Portal/DesktopDefault.
aspx?g=188&gl=1421.
Faculty/staff names are permitted in the left margin as shown.
Application
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Business Cards
Business cards are customized with specific information,
including name, title, department or division name, phone
and fax numbers, etc.
How to Order
Business cards can be ordered online. See instructions for
ordering in Template Toolbox on CenterLink at http://center
link/Portal/DesktopDefault.aspx?g=188&gl=1421.
Standard business card
Pat Frey, ABC
Director, Communications
Marketing & Communications
Cincinnati Children’s
Hospital Medical Center
MLC 9012, 3333 Burnet Avenue
Cincinnati, OH 45229-3039
patricia.frey@cchmc.org
Phone 513-636-1286
Fax 513-636-7151
www.cincinnatichildrens.org
Business card with partner organization logo
Thomas F. Boat, MD
B.K. Rachford
Professor and Chair
Department of Pediatrics
Director, Research Foundation
Cincinnati Children’s
Hospital Medical Center
MLC 3016, 3333 Burnet Avenue
Cincinnati, OH 45229-3039
thomas.boat@cchmc.org
Phone 513-636-4588
Fax 513-636-0345
www.cincinnatichildrens.org
Business card with appointment reminder on back
Stephen Muething, MD
Associate Professor
Division of General and
Community Pediatrics
Name
Date
Time
Cincinnati Children’s
Hospital Medical Center
MLC 2011, 3333 Burnet Avenue
Cincinnati, OH 45229-3039
stephen.muething@cchmc.org
Phone 513-636-4588
Fax 513-636-0345
www.cincinnatichildrens.org
Appointment Reminder
Application
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
34

Envelopes
Envelopes can be customized with specific information,
such as department or division name and mail location
code (MLC).
How to Order
Envelopes can be ordered online. See instructions for
ordering in Template Toolbox on CenterLink at http://center
link/Portal/DesktopDefault.aspx?g=188&gl=1421.
Marketing and Communications
MLC 9012
3333 Burnet Avenue
Cincinnati, OH 45229-3039
3333 Burnet Avenue
Cincinnati, OH 45229-3039
9” x 12” envelope
3333 Burnet Avenue
Cincinnati, OH 45229-3039
#10 envelope
Application
10” x 13” envelope
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
35

Templates
A variety of templates have been developed to make it easy to
create communications pieces that incorporate the medical
center’s branding. These templates can be ordered online or
downloaded from Template Toolbox on CenterLink. Refer to
each section for instructions.
Things to Remember
Note about clip art: Clip art detracts from the professional
image the medical center wants to portray. Therefore, when
creating communications materials for Cincinnati Children’s,
clip art should not be used as a design element. Photos are a
more powerful element and can be downloaded from Template
Toolbox at http://centerlink/Portal/DesktopDefault.
aspx?g=188&gl=1421.
Illustrations drawn by a professional artist also may be used upon
approval. Contact Marketing and Communications at
513-636-4420 or marketing@cchmc.org to
review illustrations.
Signage policy: All permanent and temporary signs and posted
materials must comply with the Cincinnati Children’s signage
policy. The flyer and poster templates on page 37 should be used
for all temporary notices. See Policy #505, “Signs and Posted
Materials in Common Areas,” in the “CCHMC Policies,
Procedures and Manuals” area of CenterLink.
PowerPoint Templates
A variety of PowerPoint templates are available for use in
presentations, including white backgrounds, dark backgrounds
and transition templates featuring photos. Any PowerPoint
presentation that represents Cincinnati Children’s should use
one of these templates.
Download these and other templates from Template Toolbox
on CenterLink at http://centerlink/Portal/DesktopDefault.
aspx?g=188&gl=1421. Instructions for downloading are listed
on the web site.
Application
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
36

Flyer and Poster Templates
Flyer and poster templates are available in the following
formats: 8.5” x 11” portrait, 8.5” x 11” landscape, 8.5” x 14”
portrait (legal size).
Download these and other templates from Template Toolbox
on CenterLink at http://centerlink/Portal/DesktopDefault.
aspx?g=188&gl=1421. Instructions for downloading are listed
on the web site.
Preprinted flyer and poster templates also can be ordered
online. See instructions for ordering in Template Toolbox
on CenterLink at http://centerlink/Portal/DesktopDefault.
aspx?g=188&gl=1421.
92884
Application
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
37

Postcard and Brochure Templates
Postcard and brochure templates are available in the
following formats: tri-fold brochure to fit on 8.5” x 11”
paper; 4” x 6” postcard, 6” x 9” postcard. These templates
are not available as downloadable Word templates.
View these and other templates from Template Toolbox on
CenterLink at http://centerlink/Portal/DesktopDefault.
aspx?g=188&gl=1421.
Preprinted postcard and brochure templates can be ordered
online. See instructions for ordering in Template Toolbox
on CenterLink at http://centerlink/Portal/DesktopDefault.
aspx?g=188&gl=1421.
6” x 9” postcard
4” x 6” postcard
Tri-fold brochure
Application
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
38

Handout Templates
Handouts are available as Word templates in the following
formats: 8.5” x 11” portrait, 8.5” x 11” landscape.
Download these and other templates from Template
Toolbox on CenterLink at http://centerlink/Portal/Desktop
Default.aspx?g=188&gl=1421. Instructions for downloading
are listed on the web site.
Preprinted handouts also can be ordered online. See
instructions for ordering in Template Toolbox on
CenterLink at http://centerlink/Portal/DesktopDefault.
aspx?g=188&gl=1421.
Application
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
39

Correspondence (Letterhead, Memos and
Fax Cover Sheets)
All correspondence templates are available as Word templates.
Download these and other templates from Template Toolbox
on CenterLink at http://centerlink/Portal/DesktopDefault.
aspx?g=188&gl=1421. Instructions for downloading are listed
on the web site.
Letterhead template
Memo template
www.cincinnatichildrens.org
Application
Fax cover sheet template
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
40

Newsletter Templates
All newsletter templates are available as multi-page Word
templates that can be saved and distributed via email as
PDF files.
Download these and other templates from Template Toolbox
on CenterLink at http://centerlink/Portal/DesktopDefault.
aspx?g=188&gl=1421. Instructions for downloading are listed
on the web site.
Signage
Signs play an important role in communicating the Cincinnati
Children’s brand. They should follow the guidelines outlined in
this document and should be clear and easy to read. All
permanent and temporary signs and posted materials must
comply with the Cincinnati Children’s signage policy. See
Policy #505, “Signs and Posted Materials in Common Areas,”
in the “CCHMC Policies, Procedures and Manuals” area of
CenterLink.
Temporary Signs
Refer to page 37 for flyer and poster templates that are to be
used for temporary signs.
Examples of newsletter templates
Examples of flyer and poster templates used for temporary signs
92884
Application
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
41

Permanent Signs
Permanent signs include self-made and pre-printed signs designed
to be inserted into the clear, plastic 5” x 7” and 5” x 14”
sign holders located throughout Cincinnati Children’s. These
signs are to be affixed properly, not taped.
Permanent signs can be accessed through Template Toolbox
on CenterLink at http://centerlink/Portal/DesktopDefault.
aspx?g=188&gl=1421. Self-made signs can be downloaded
as Word templates, while pre-printed signs can be ordered
online.
Wayfinding Signs
Interior and exterior wayfinding signs are maintained by
Facilities Management, 513-636-4374.
Examples of permanent signs
.
.
Family
Before feeding
and
your child, ���� ����� ��������������� �������������� ����
���� ����� ������������������ friends:
���� �� ����� �� ������ �����
������ ������� ���� ��� ����� �� ���� �� ����� ��������
please talk to
���� ����� �� ���� ����� ��� ������ ���� ������� ���� �������
your doctor or nurse.
��� ��� ����
��� ��� �� ���
���� �����
Examples of wayfinding signs
Building A
Building B
Building C
A
B
C
E
Page 17
Oak Campus
������
������ ��
���� ������
���������
Application
���� ��
atient Visitors
Patients
may see
two visitors
at one time.
WELCOME CENTER • I n f o r m a c i ó n • WELCOM
WELCOME CENTER • I n f o r m a c i ó n • WELCOM
WELCOME CENTER • I n f o r m a c i ó n • WELCOM
WELCOME CENTER • I n f o r m a c i ó n • WELCOM
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
42

Video
When applying our branding to video productions, the standards
outlined in the Cincinnati Children’s Identity Guidelines should
be followed. This includes adhering to the guidelines provided
on logo and tagline usage (pages 4 and 15), type (page 22), color
(page 21), photography (page 18) and design elements (page 23).
Special cases unique to video are addressed below.
Type
Use the typefaces listed on page 22 of the Identity Guidelines.
All text needs to be legible. Do not apply special effects to text or
the logo, such as outlines or drop shadows.
Motion
In video applications, the logo may be used over motion video.
It can also build (for example, the kids icon and wordmark can
come together, in either order, but the wordmark should not be
built letter by letter).
The logo and “change the outcome” tagline should appear in
every video, either in the close or in both the open and close.
(See page 17 of the Identity Guidelines for how to use the tagline
with the logo. See page 5 for use of background colors with the logo.)
Do not alter the logo or change its intent. It can be animated,
but the elements cannot fly apart. When the logo comes to rest,
it must respect the standards set out in the Identity Guidelines.
Examples of the logo in motion
Application
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
43

Credits, Closings and Copyright Treatments
Credits and copyright information should be simple, professional
and legible. List credits and copyright information at the end of
each video production in the following manner:
Credit of creator (if appropriate)
Copyright symbol / year / Cincinnati Children’s
If special help or footage was given by an outside group, include
this in the credits at the end of the video production. Words such
as, “Footage provided by…” or “Special thanks to …” can be used.
Include these credits before the copyright information. Individual
credits are not appropriate in a non-broadcast format.
Example of proper credits, closing and copyright treatments
Application
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
44

Identity Guidelines Questions
Department of Marketing and Communications
MLC 9012
513-636-4420
marketing@cchmc.org
Online Resources
Identity Guidelines, Brand Summary and Editorial Style Guide
www.cincinnatichildrens.org/brand
Marketing and Communications on CenterLink
http://centerlink/Portal/DesktopDefault.aspx?g=188
Template Toolbox on CenterLink
http://centerlink/Portal/DesktopDefault.aspx?g=188&gl=1421
Promotional and Logo Items
http://cch.promoshops.com/
To Order Cincinnati Children’s Blue Ink
Superior Ink
513-221-4618
www.superiorink.com
Photographers
Lyons Photography
9129 Nottingham Way
Mason, OH 45040
513-339-0548
513-339-0547
Rick Norton Photography
PO Box 19944
Cincinnati, OH 45219
513-675-3674
D.A. Fleischer Photography
8911 Creekwood Lane
Maineville, OH 45039
513-708-1148
Resources
CINCINNATI CHILDREN’S IDENTITY GUIDELINES
43

Our Vision
To be the leader in improving child health
Our Mission
Cincinnati Children’s will improve child health
and transform delivery of care through fully
integrated, globally recognized research,
education and innovation.
For patients from our community, the nation
and the world, the care we provide will achieve
the best:
• Medical and quality of life outcomes
• Patient and family experience and
• Value
today and in the future.

©2006 Cincinnati Children’s Hospital Medical Center
A REFERENCE TOOL FROM CINCINNATI CHILDREN’S
02/2006