The Logo - Cincinnati Children's Hospital Medical Center

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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 3
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 4
Page 1 and 2: A guide to clear and consistent por
Page 3: Introduction The Cincinnati Childre
Page 7 and 8: Vertical Logo The vertical orientat
Page 9 and 10: Logo Use With Departments, Division
Page 11 and 12: Logo Safe Area and Minimum Size Log
Page 13 and 14: Kids Icon in Isolation The kids ico
Page 15 and 16: Promotional Items Use of the Cincin
Page 17 and 18: Acceptable Use of the Tagline The
Page 19 and 20: Design System The design system use
Page 21 and 22: Model Direction Caregiver: friendly
Page 23 and 24: Typography The typefaces we use inf
Page 25 and 26: Rounded Corner Using rounded corner
Page 27 and 28: Postcard Examples of printed postca
Page 29 and 30: Print Ads Examples of print ads Des
Page 31 and 32: Special Events, Campaigns and Initi
Page 33 and 34: Application To maintain the integri
Page 35 and 36: Business Cards Business cards are c
Page 37 and 38: Templates A variety of templates ha
Page 39 and 40: Postcard and Brochure Templates Pos
Page 41 and 42: Correspondence (Letterhead, Memos a
Page 43 and 44: Permanent Signs Permanent signs inc
Page 45 and 46: Credits, Closings and Copyright Tre
Page 47 and 48: Our Vision To be the leader in impr

The Logo - Cincinnati Children's Hospital Medical Center

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