PCRMC`s style guide - Phelps County Regional Medical Center

Phelps County Regional
Medical Center
Brand Identity
Style Guide
January 2014 • Version 1.0
|
1000 West Tenth Street • Rolla, Missouri
|
www.pcrmc.com
PCRMC Brand Identity Style Guide
Presented by Sarah Wilson
Marketing and Public Relations Department
Implemented January 2014
2
Introduction
This style guide is designed as a reference tool to assist
you in implementing Phelps County Regional Medical
Center’s brand clearly and with a consistent look and
feel. A consistent identity helps build and maintain the
hospital’s reputation, strengthens the way audiences
see PCRMC and connects all parts of the hospital.
This guide will show you how to apply our brand
components in a way that articulates PCRMC’s identity,
elevates our profile and encourages audiences to
engage with the hospital.
All departments, clinics, and physician groups must
seek approval from the PCRMC Marketing and Public
Relations department before pursuing any advertising
or promotional avenues. If any questions arise about the
appropriate use of our branding elements or identities
develop, please contact:
PCRMC Branding Specialist
Sarah Wilson
[email protected]
573-458-7608
Table of Contents
PCRMC Brand
5
Mission5
Vision
5
PCRMC Brand Platform
6
Brand Promise
6
Brand Drivers
6
Brand Personality
7
Brand Positioning
8
PCRMC Logo
9
Standard and Secondary Logo Specifications
9
Usage Examples
10
Minimum Reproduction Size
12
Incorrect Logo Use
13
Standard and Secondary Logo with Tagline
14
Visual Identity
16
17
Color Palette
• Traditional Logo Color Palette
• Alternative Logo Palettes
• Modern Identity Color Palette
Color Usage Examples
18
Logo Placement Examples
19
Typography
• Logotype
• Associated Typography
4
20
PCRMC Brand
Mission
Provide every resident in our community the opportunity for optimal
health through access to world-class, patient-centered healthcare
delivered safely, efficiently and effectively, close to home.
Vision
We will be our community’s first choice of healthcare and medical
services by providing world-class patient-centered healthcare that
promotes wellness, restores health, and relieves suffering swiftly, safely,
and compassionately through responsible stewardship with integrity
and innovation in the management of all available resources.
5
•
bility Compa
a
n
i
rity • Latest T
e
teg
• Access •
ion
In
s
s
Brand
Drivers
6
gy • Sus
nolo
ta
ch
PCRMC
Brand
Platform
Brand Promise
Brand Promise: PCRMC knows that access to healthcare is vital to a long and healthy life, which is why our
brand promise resonates close to home. We promise that our actions will always have your best interest at
heart in a way that brings knowledgeable experts and the latest technology to you. Our strategy is built on
the promise of bringing World-Class Healthcare Close to Home.
Brand Drivers
• Compassion: Provide outstanding patient-centered care
• Access: Strive to meet the healthcare needs of the communities we serve
• Integrity: Ensure safe, quality outcomes through evidence-based strategies
• Latest Technology: Implement and develop new technology that will enhance the overall patient experience
• Sustainability: Maximize physician specialties, service lines and hospital assets
Brand Personality Defined:
Brand personality is a set of
human characteristics that are
attributed to a brand name. It is
something to which the patient
can relate, and an effective
brand will increase its brand
equity by having a consistent set
of traits. This is the added-value
that a brand gains aside from its
functional benefits.
Brand Personality
A brand’s personality describes the way it expresses and represents itself. At
PCRMC, we believe in optimizing care through compassion, access and delivery.
The PCRMC brand personality expresses the following attributes:
• PAT I E N T - C E N T E R E D • C A R I N G • I N N O V AT I V E
• TRUSTWORTHY • WORLD-CLASS
In any healthcare setting, communication is key. We ensure our communication
The task of creating a brand
image often needs to move
beyond attributes or feelings,
to include the ultimate
consequences of product use
and the relationship of product
use to people’s life styles, needs
and values. A positioning
strategy that focuses only on
attributes or feelings can be
shallow and less effective than
one that is based on a richer
knowledge of the customer.
Sources Used:
http://bit.ly/LIGxkP
http://bit.ly/Ktcflo
style is friendly and approachable so patients can easily obtain information about
their health. PCRMC relies on solid planning and established approaches to
operate and maintain consistency in the delivery of healthcare.
Brand Personality Spectrum
Personable and friendly
Spontaneous and High Energy
Modern or High Tech
Cutting Edge
Fun
Accessible to All
Corporate and Professional
Careful thinking and Planning
Classical and Traditional
Established
Serious
Exclusive
7
Brand Positioning
2013 Overall Image Correlation Analysis
Image favorability is determined by those services that are
most correlated to overall image. Improvement in these
areas should improve overall image. Those services that
are statistically correlated are shown in the following Radar
Plots for each competing hospital.
The correlation coefficient values indicate the degree of
correlation with overall image. A value of 1 would mean
that the service is perfectly correlated and a value of 0
would mean no correlation exists. The P-value is used for
testing statistical significance. When testing correlations,
an adjustment must be made to the level of significance
desired to account for multiple correlation tests. Because
13 correlation tests were made for each competing
hospital’s overall image, the significance level of .05 is
divided by 13 resulting in a significance level threshold of
.0038. Those services containing a P-value less than .0038
are shown in the radar plot and correlation table for each
competing hospital.
Phelps County Regional Medical Center Correlation to Overall Image 2013
PCRMC is driven by being communityminded. It is our duty to enrich the
communities we serve by providing
extensive health information and
educational opportunities. PCRMC
strives to meet the needs of everyone
and ensure they have access to care
regardless of their ability to compensate
for services. The precautions and actions
that PCRMC take ensure that patients and
the community have what they need to
Surgical Services
10.79
Women's Health Services
Caring Attitude of Physicians
0.9
0.78
0.8
0.7
Community Health Programs
0.78Caring Attitude of Hospital Staff
0.6
0.39 0.5
0.50
0.4
0.3
Orthopedic Services
Cardiac Services
0.2
0.76 Competency of Physicians
0.1
0.53
0
0.54
0.75 Hospital Patient Rooms
0.59
Cancer Treatment Services
0.67
0.63
Technology
8
0.64
Emergency Room Services
Rehabilitation Services
ultimately live a better life.
Primary PCRMC Logo
Phelps County Regional
Medical Center
Secondary PCRMC Logo
Phelps County Regional
Medical Center
PCRMC Logo
The PCRMC logo is made up of various elements – symbol, logotype, and tagline – that are
unified to define a set of combinations that aid in PCRMC’s visual identity. A logo is a symbol
that provides patients with instant and powerful recognition of PCRMC and the intangible
offerings we have. The PCRMC hospital symbol is comprised of a “C” placed within a “P.” The “PC”
was derived from the name of the hospital generating a focus on Phelps County. Appropriate
use of the PCRMC logo is shown with various combinations, but preference should always be
given to the primary logo. The preferred color reproduction of the PCRMC logo is black. Please
refer to the color palette section on how to incorporate color into the logo.
9
Maintain the exact spatial relationship between the
PCRMC symbol and the typography displayed. Do not
stretch or alter any elements (symbol, typography,
and tagline) within the logo.
Secondary PCRMC Logo
< >
Primary PCRMC Logo
< >
1x
1x
< >
< >
< >
1x
< >
1x
1x
1x
Phelps County Regional
Medical Center
< >
< >
< >
< >
< >
1x
1x
< >
Phelps County Regional
Medical Center
< >
1x
10
1x
< >
< >
1x
1x
1x
< >
1x
1x
1x
Create a protected space around the logo with an
If there is a need for the PCRMC logo to be reversed
approximate measurement of 1x with all combinations
for negative space, both elements – the symbol
of the logo. The goal is to generate a distinct
and the logotype – are both white. In this particular
combination that is consistent across all mediums.
situation, the secondary logo is required.
Black and White Secondary PCRMC Logo
< >
Black and White Primary PCRMC Logo
< >
1x
1x
< >
< >
< >
1x
1x
< >
< >
1x
1x
< >
1x
1x
1x
Phelps County Regional
Medical Center
1x
< >
< >
< >
< >
1x
1x
< >
Phelps County Regional
Medical Center
< >
1x
< >
1x
< >
1x
1x
11
The PCRMC symbol should not surpass the
minimum size of 0.35” to ensure it stays intact during
reproduction. The symbol can be used without the
combination of the logotype.
Minimum Reproduction Size
12
0.35”
0.35”
Phelps County Regional
Medical Center
0.35”
0.35”
Phelps County Regional
Medical Center
Symbol
Logotype
The PC box symbol should always be solid in color and
The PCRMC logotype is set in Times New Roman Bold
should never be used with an outline as shown below.
with small caps. The PCRMC text displayed on two
PCRMC’s secondary logo symbol is preferred when
lines is preferred with a break after ‘Regional.’
utilized by itself.
Incorrect Logo Use
Phelps County Regional
Medical Center
Phelps County
Regional Medical
Center
PHELPS COUNTY REGIONAL
MEDICAL CENTER
Phelps County Regional
Medical Center
Phelps County Regional
Medical Center
13
PCRMC Tagline
When utilized with the PCRMC logo, the tagline is set in Calibri Regular with tracking
at 30. The PCRMC tagline font is flexible if not using it with the logo, such as using it
as a headline. Please refer to the Visual Identity Typography section for clarification.
PCRMC Tagline
World-Class Healthcare Close To Home
Primary PCRMC Logo with Tagline
< >
Secondary PCRMC Logo with Tagline
< >
< >
1x
14
1x
Phelps County Regional
Medical Center
World-Class Healthcare Close To Home
< >
< >
World-Class Healthcare Close To Home
1x
< >
Phelps County Regional
Medical Center
1x
< >
1x
< >
1x
1x
1x
Create a protected space around the logo including the
If there is a need for the PCRMC logo to be reversed
tagline with an approximate measurement of 1x with all
for negative space, all elements – the symbol,
combinations of the logo. The goal is to generate a distinct
logotype and tagline – are white. In this particular
combination that is consistent across all mediums.
situation, the secondary logo is preferred.
PCRMC Tagline
World-Class Healthcare Close To Home
Primary PCRMC Logo with Tagline
< >
Secondary PCRMC Logo with Tagline
< >
1x
1x
Phelps County Regional
Medical Center
1x
World-Class Healthcare Close To Home
< >
< >
World-Class Healthcare Close To Home
1x
< >
Phelps County Regional
Medical Center
1x
< >
< >
1x
< >
1x
1x
15
Visual Identity
The visual identity of PCRMC brings the brand alive through expression of logo
use, color palette, typography and imagery style. All of these elements amplify the
consistency and cohesiveness of PCRMC’s brand. It is through our visual identity that
we are able to tell our story and the story of our patients. Visual identity ultimately
defines recognizability of PCRMC’s brand and contributes to the overall reputation.
16
PCRMC Color Palettes
Traditional Logo Color Palette
Alternative Logo Palettes
Modern Identity Color Palette
Used only with PCRMC’s Standard Logo and is
The Secondary Logo is more flexible in
This color palette is utilized in current
generally seen only for hospital stationery.
the sense of color. The PC symbol and the
mediums that aids in the consistency of
logotype of the secondary logo should
PCRMC’s visual identity. This palette would
feature the same color. The preferred color
be used for various advertising mediums
is black but if the occasion arises, color is
including print, web and signage.
acceptable if used appropriately.
C: 36, M: 38, Y: 69, K: 6
C: 0, M: 0, Y: 0, K: 100
Phelps County Regional
Medical Center
C: 100, M: 78, Y: 21, K: 52
C: 0, M: 0, Y: 0, K: 50
C: 73, M: 47, Y: 4, K: 0
C: 10, M: 0, Y: 88, K: 0
Phelps County Regional
Medical Center
Phelps County Regional
Medical Center
Phelps County Regional
Medical Center
17
PCRMC Stationery Color Examples
World-Class Healthcare Close To Home
573-458-8899
18
Traditional Color Palette
|
1000 West Tenth Street • Rolla, Missouri
|
www.pcrmc.com
573-458-8899
Modern Color Palette
|
1000 West Tenth Street • Rolla, Missouri
|
www.pcrmc.com
PCRMC Brand Color Examples
PCRMC Logo Placement
with adequate space
>
PhelPs County Regional
MediCal CenteR
World-Class Healthcare Close to Home
PCRMC Obstetrics and Gynecology Providers
Tanvira Alam, DO
OB/GYN
James Davison, DO
OB/GYN
Timothy Isakson, MD
OB/GYN
Heather Wildebrandt, WHNP
OB/GYN
Phelps County Regional Medical Center’s world-class OB/GYN
professionals provide high quality healthcare for women. Through
Our family caring
for your family
evaluation and treatment, our OB/GYNs provide care ranging from
preventive medicine and pregnancy to menopause. For every age
Regardless of complexity, the PCRMC Physicians Group is equipped to deal with whatever
ailment you may have. Our highly qualified physicians focus on you, to walk you through
prevention and diagnosis, and help you understand effective treatment and wellness
options. Contact a PCRMC physician at 573-364-9000 for a physician that will provide
you with a lifetime of care.
and every stage, Tanvira Alam, James Davison, Timothy Isakson and
Heather Wildebrandt are there when you need them.
How to make an appointment
To find an OB/GYN that is right for you, call the PCRMC Physicians
Group at 573-364-9000.
World-Class Healthcare Close To Home
Ad for Print
|
1050 West Tenth Street • Rolla, Missouri
|
www.pcrmc.com
PCRMC Physicians Group
1050 West Tenth Street, Rolla, Missouri • 573-364-9000
www.pcrmc.com
Ad for Print
>
PCRMC PhysiCians gRouP
573-364-9000
19
Phelps County Regional
Medical Center
Times New Roman, Bold, Small Caps
Utilized for all combinations of the
PCRMC logotype.
Logotype Font Display
Times New Roman, 22 Point
12 Point
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
1234567890
12 Point Bold Italic
22 Point Small Caps
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
20
1234567890
1234567890
Calibri
Utilized in association with the
PCRMC brand identity.
Associated Fonts
Calibri, 22 Point
12 Point Italic
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
1234567890
1234567890
12 Point Bold Italic
22 Point Bold
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
1234567890
21
Myriad Pro
Utilized in association with the
PCRMC brand identity.
Associated Fonts
Myriad Pro, 22 Point
12 Point Condensed
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
AaBbCcDdEeFfGgHhIiJjKkLlMm
NnOoPpQqRrSsTtUuVvWwXxYyZz
1234567890
22
1234567890
12 Point Condensed Bold
AaBbCcDdEeFfGgHhIiJjKkLlMm
NnOoPpQqRrSsTtUuVvWwXxYyZz
22 Point Bold
1234567890
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
12 Point Italic
AaBbCcDdEeFfGgHhIiJjKkLlMm
NnOoPpQqRrSsTtUuVvWwXxYyZz
1234567890
Cambria
Utilized in association with the
PCRMC brand identity.
Cambria, 22 Point
Associated Fonts
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
1234567890
22 Point Bold
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
12 Point Italic
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
1234567890
12 Point Bold Italic
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
1234567890
23
Century Gothic
Utilized in association with the PCRMC brand
identity. Century Gothic is the font chosen to
display PCRMC’s web address.
Associated Fonts
Century Gothic, 22 Point
12 Point Italic
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
1234567890
22 Point Bold
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
24
1234567890
12 Point Bold Italic
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
1234567890
Chaparral Pro
Utilized in association with the
PCRMC brand identity.
Chaparral Pro, 22 Point
Associated Fonts
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
12 Point Italic
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
1234567890
1234567890
12 Point Bold Italic
22 Point Bold
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
1234567890
25
27
Phelps County Regional
Medical Center
1000 West Tenth Street • Rolla, Missouri
www.pcrmc.com