STYLE GUIDE - Eye Clinic Of Wisconsin

eye clinic of wisconsin &
EC LASER AND SURGERY INSTITUTE OF WI, LLC
&
GRAPHIC IDENTITY STANDARDS
STYLE GUIDE
Updated April 28, 2015
Eye Clinic of Wisconsin and EC Laser & Surgery Institute, LLC
eyeclinicwi.com
Contents
ABOUT
4
BRAND IDENTITY
5
8-11
TYPOGRAPHY
PAIRINGS
CONSIDERATIONS
ABBREVIATIONS & STYLE
12
OFFICIAL COLORS
GENERAL LOGO GUIDELINES
13-14
OFFICIAL LOGOS
15-21
EYE CLINIC OF WISCONSIN
EC LASER & SURGERY INSTITUTE
HEARING CENTER
ECLASIK
VALUSPECS
LOGO REQUEST FORM
22
About the Eye Clinic of Wisconsin and
EC Laser & Surgery Institute
The Eye Clinic of Wisconsin was founded in 1964 by brothers Gordon and
Bill Backer, and has been serving Central and Northern Wisconsin for over
50 years. Owned by its practicing ophthalmologists, the Eye Clinic’s main
goal is to provide quality, expert eye care and hearing services. Its seven
facilities offer the most comprehensive centers for diagnostic, laser, surgical,
pediatric, and general eye care. Hearing services are offered in limited
locations.
In January 2013, the Eye Clinic of Wisconsin opened an ambulatory
surgery center, the EC Laser & Surgery Institute of WI, LLC, in its
Wausau location.
As the region’s only dedicated ophthalmic outpatient surgery center, the
EC Laser & Surgery Institute is fully equipped to provide high level
metropolitan-style care for a wide range of ophthalmic conditions such
as glaucoma, cataracts, and retinal detachments, as well as functional and
cosmetic plastic surgery procedures. The Institute includes two operating
rooms, two laser rooms and one minor procedure room.
4
Brand Identity
The Eye Clinic of Wisconsin and EC Laser & Surgery Institute seeks to
position itself as the premier eye care provider for Central Wisconsin.
It caters to all demographics, but appeals most heavily to those 55 and
older, as they make up 49% of current patients.
The Eye Clinic brand represents established excellence with local
community care, as well as spectacular surgical outcomes and patient
satisfaction.
It relies on clean, minimal messaging, and professional, caring tonality. It
seeks to balance a contemporary, innovative feel with the backbone of 50
years of established excellence.
Patients By Region
Age Demographics
Wausau
20%
65+
32%
Other (674 locations)
29%
18-24
5%
1-17
13%
Rhinelander
10%
25-40
14%
Merrill
7%
Athens
1%
55-64
17%
41-54
19%
Crandon
1%
Schofield
Tomahawk
3%
3%
Rothschild
1%
Birnamwood
1%
Eagle River
1%
Marathon
1%
5
Plover
2%
Weston Medford
3%
3%
Mosinee
4%
Stevens Point
5%
Antigo
5%
Our Founders
1967
First building built in Wausau
1972
2nd location (Rhinelander)
opened
1968
6
Became “Eye Clinic of Wausau”.
Name changed to “Eye Clinic of
Wisconsin” in 2003
2003
Dr. Rossman, one of
the original physicians,
passed away.
2014
Founder Dr. Gordon Backer passed away
Rhinelander
Merrill
Antigo
Medford
2007
New Wausau location built. EC Laser &
Surgery Institute added to lower level in 2013.
2015
Wausau
Stevens Point
WI Rapids
7
1988 - Tomahawk opened (closed in 2005)
1989 - Merrill and Antigo opened
1992 - Medford opened
1997 - Stevens Point opened
2000 - Rib Mountain opened (closed 2007)
2015 - Wisconsin Rapids opened
Typography
ITC Avant Garde Gothic Std
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & *( )
Century Gothic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuv w x y z
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ &* ( )
The primary typeface for the Eye Clinic of Wisconsin and EC Laser & Surgery
Institute is ITC Avant Garde Gothic Standard. All fonts within the Standard family
may be used - the condensed fonts with moderation. The Pro family caps and ligatures
may not be used. In the event that Avant Garde is not available, Century Gothic may
be substituted in its place.
The Eye Clinic of Wisconsin official logo uses only lowercase Avant Garde letters. The
lowercase acts in opposition to the original use of Avant Garde - still claiming the
typeface’s modern and innovative bend, but keeping it firmly reined in with safety and
consistency - a sovereign set of values in healthcare.
The EC Laser & Surgery Institute logo, however, takes the opposite approach. It is
still firmly entrenched in the Standard end of the family, but is presented in all capital
letters. This both reflects the literal feeling of lasers in the sharp letterforms, and a
sense of “cutting edge” modernity that a state-of-the-art surgery center deserves.
8
Typography Pairing
Avant Garde is the preferred typeface for inclusion in all forms of stationary and
communication, but it can be freely mixed with any number of types faces to increase
readibility and/or visual interest. Some recommended pairings are listed below:
Adobe Caslon Pro
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Book Antiqua
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Calibri
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Nautilus Pompilius
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%&*()
All typefaces shown in 16 pt font.
9
Typography Considerations
The largest readership for the Eye Clinic of Wisconsin and EC Laser & Surgery
Institute is patients, and a large section of materials are geared toward those with
visual deficiences. This presents particular challenges for some materials; enhanced
legibility and clarity are essential.
Body text for patient materials should be no smaller than 12 pt using Avant Garde as
a standard (shown below). If material is geared toward Retina patients, font should be
no smaller than 14pt. Increased leading and tracking is highly encouraged.
ITC Avant Garde Gothic Std [12 point]
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Since certain patients suffer from decreased or distorted color vision, materials should
be legible in black and white, as well as color. High contrast is encouraged. For Retina
patients, all type should be in dark or black ink on a white or light background.
10
Abbreviations & Style
Eye Clinic of Wisconsin should always be written with capital first letters in text to
distinguish it as a proper noun. “The” may be added before it for writing flow and
added effect.
Eye Clinic of Wisconsin may be abbreviated ECW or ECOW, but only for informal
communications. In formal documents, it may be abbreviated as Eye Clinic for
shorthand after it is introduced with full title.
EC Laser and Surgery Institute of WI, LLC may be written the following ways:
EC Laser and Surgery Institute of WI, LLC
EC Laser and Surgery Institute of WI
EC Laser and Surgery Institute
EC Laser & Surgery Institute of WI, LLC
EC Laser & Surgery Institute of WI
EC Laser & Surgery Institute
The usage of an ampersand [&] is preferred when the title follows a previous “and”.
Only one variant ([&] or [and]) should be used within a document. “The” may be
added before it for writing flow and added effect.
EC Laser and Surgery Institute of WI, LLC may be abbreviated ECLSI, but only for
informal communications. In formal documents, it may be abbreviated as Institute for
shorthand after it is introduced with full title.
11
Official Eye Clinic of Wisconsin and
EC Laser & Surgery Institute Colors
PRIMARY PANTONE COLORS
The official colors of the Eye Clinic of Wisconsin and EC Laser & Surgery Institute are dark teal
and light teal. These colors are best reproduced in print production by the Pantone Matching System
(PMS) colors:
Pantone 328
Pantone 328 40%
CMYK (90,36,73,23)
RGB (0,106,84)
HEX #006A54
CMYK (37,05,33,0)
RGB (163,204,181)
HEX #A3CCB5
SECONDARY PANTONE COLORS
In addition to the primary colors, the following Pantone colors are official sub-branding shades and
may be used may be used to add variety. They should not be used without the presence of either
Primary color:
Pantone 549
Pantone 7652
CMYK (39,03,09,19)
RGB (127,176,190)
HEX #7FB0BE
CMYK (57,100,40,39)
RGB (92,18,70)
HEX #5C1246
Key (Black) 50% and 20% are also often used as a neutral accent.
12
General Logo Guidelines
The logos are NEVER to be altered in any way, except in proportional scale.
X
X
stretched disproportionately
color altered
X
X
“c” placed in front of “e”
R
lettering moved
Changing any elements, including (but not limited to) relative element size, colors, and font is
strictly prohibited.
13
General Logo Guidelines
Give each logo adequate space.
Do not crowd logos. Please refer to each minimum guideline below.
14
Official Eye Clinic of Wisconsin and
EC Laser & Surgery Institute Logos
The following logos are property of the Eye Clinic of Wisconsin and the
EC Laser & Surgery Institute, and their use is strictly prohibited without
written permission. Each logo is only for use with entities which it has
produced, sponsored, or is otherwise knowingly promoting.
Additionally, only copies given by Eye Clinic of Wisconsin or the EC Laser
& Surgery Institute are considered valid logo reproductions. Each logo is
available in color, grayscale, white lettering, full white, and black & white.
To request use of one of the following logos, please fill out the “Logo Request Form”
on page 22, or contact Katie Stainbrook, Marketing & Design Specialist, at
[email protected]. You can also call her at 715.261.8540 for more information.
15
Eye Clinic of Wisconsin Logo
The Eye Clinic of Wisconsin logo can be found with or without its
registered tagline “One Vision. Yours”. Either logo is acceptable for use;
however, please note the following general guidelines:
External materials, such as those for marketing, promotion, and
sponsorship, should always use the tagline version (“secondary brandmark”)
unless it is redundant to do so (ie, the tagline text is listed nearby), or if the
tagline version is unwieldy or inappropriate for that entity.
Internal materials such as forms, database usage, and long-standing items
often require only the primary brandmark.
An alternative primary mark is available for “extreme sizing”; very small
or very large projects. It may also be used in place of the other two options
when logisitically appropriate (ie, the text is more critical for visibility than
the “ec”).
For large projects, the logo should be generally used WITH the tagline.
For small projects, the logo should be used withOUT the tagline.
Other notations:
Grayscale is preferred over black and white for these brandmarks, as it promotes a a
more finessed contrast for the “ec”. Black and white should only be used in speciality
circumstances, such as with small promotional products.
16
Primary Brandmark
The primary brandmark
should never be sized smaller
than 11/4”x 1/2” (WxH)
[shown right]
Secondary Brandmark
®
The secondary brandmark
should never be sized smaller
than 19/16”x 3/4” (WxH)
[shown right]
Alternate Brandmark
The alternate brandmark
should never be sized smaller
than 11/16”x 5/16” (WxH)
[shown right]
17
®
EC Laser & Surgery Institute Logo
The EC Laser & Surgery logo should be used only in situations where the
Institute is directly involved, such as with internal brochures and forms.
It may or may not be used in conjunction with the Eye Clinic of Wisconsin
logo. When used with the Eye Clinic of Wisconsin logo, it should maintain
a proportion of 1:2 height (demonstrated below).
It should not be used in external marketing promotions, except in rare and
approved circumstances.
Other notations:
Grayscale is preferred over black and white for these brandmarks, as it promotes a a
more finessed contrast for the “ec”. Black and white should only be used in speciality
circumstances, such as with small promotional products.
Primary (Sole) Brandmark
The primary brandmark should never be sized smaller than 17/8”x 1/4”
[shown above right]
(WxH)
Correct Proportions with Eye Clinic of Wisconsin Logo
18
Hearing Center Logo
The Hearing Center logo is solely a branding device, and does not represent
a separate company or entity. It is used for Audiology-related materials only.
It may be seen in the following ways:
External materials, such as brochures, signs, business cards, and mailers
Internal materials such as forms, letters, and lab coats
It may NOT be used in official, legal documentation or separate
sponsorships, such as contracts, letterhead, or community donation events.
Other notations:
Grayscale is preferred over black and white for these brandmarks, as it promotes a a
more finessed contrast for the “ec”. Black and white should only be used in speciality
circumstances, such as with small promotional products.
Primary (Sole) Brandmark
The secondary brandmark
should never be sized smaller
than 11/2”x 3/4” (WxH)
[shown right]
19
ecLASIK Logo
The ecLASIK logo is solely a branding device, and does not represent
a separate company or entity. It is used for LASIK-related advertising
materials only. It may be seen in the following ways:
External materials, such as brochures, signs, advertisements, and mailers
It may NOT be used in official, legal documentation or separate
sponsorships, such as contracts, letterhead, or community donation events.
Other notations:
Grayscale is preferred over black and white for these brandmarks, as it promotes a a
more finessed contrast for the “ec”. Black and white should only be used in speciality
circumstances, such as with small promotional products.
Primary (Sole) Brandmark
The primary brandmark should never be sized smaller than 115/16”x 3/16”
[shown above right]
20
(WxH)
ValuSpecs Logo
The ValuSpecs logo is solely a branding device, and does not represent
a separate company or entity. It is used for optical-related advertising
materials only. It may be seen in the following ways:
External materials, such as brochures, signs, advertisements, and mailers
It may NOT be used in official, legal documentation or separate
sponsorships, such as contracts, letterhead, or community donation events.
Other notations:
Grayscale is preferred over black and white for these brandmarks, as it promotes a a
more finessed contrast for the “ec”. Black and white should only be used in speciality
circumstances, such as with small promotional products.
Primary (Sole) Brandmark
The primary brandmark should never be sized smaller than 23/4”x 1/2”
[shown above right]
21
(WxH)
Logo Usage Request Form
COMPANY NAME
SUBMITTER FIRST NAME
SUBMITTER LAST NAME
SUBMITTER TITLE
SUBMITTER EMAIL
COMPANY ADDRESS
CITYSTATEZIP
PHONE NUMBERWEBSITE URL
WHICH LOGO(S) DO YOU WANT TO USE?
WHAT IS THE PURPOSE OF YOUR INTENDED USE?
BEGINNING DATE OF EXPECTED USE
EXPECTED DURATION OF USE
I hereby agree to abide by the terms and conditions of use set forth in this guide and understand that
any deviations from its rules will mean the termination of my permission.
SIGNATURE
DATE
Return completed forms to Katie Stainbrook at [email protected].
22
One Vision.
Yours.
24