brand guidelines

BRAND GUIDELINES
December 2012
WESTBROCK DESIGN, INC. 651.485.1435 www.westbrockdesign.com
page 2
THE CENTREX REHAB LOGO
Background
The Centrex Rehab logo was developed after a thorough
investigation of branding oriented to therapy and healthcare
industries. The goal was to visually demonstrate the integrated
services and project a sense of quality, innovation and smart
business practices.
Words to describe the logo:
• active
• confident
• connected
• strong
• organized
• bright
Trademark
The Centrex Rehab logo should include a ™ in marketing and
advertising materials. When the federal trademark registration
is granted, the logo should be used with a ®. In written form,
the first reference to Centrex Rehab should have a ™ or ®;
subsequent references can be without.
page 3
LOGO VARIATIONS
Official Full Color Logo
The official full color logo is preferred, but alternatives
are available.
Black and White
1-Color
Reverse
Used when color is not available.
Used when 4-color is not available.
Used on dark backgrounds.
page 4
LOGO RESTRICTIONS
The integrity of the brand relies on consistent use of the
logo. Changing any elements will weaken the brand and
the target audience’s ability to recall the brand.
The following are restrictions that facilitate correct use of
the logo:
• Do not stretch or rotate the logo.
• Do not place the logo on a busy background.
• Do not rotate the logo.
• Do not add effects such as shadow or emboss.
• Do not place other graphics too close to the logo.
• Do not use the logo at a size smaller than 1 inch.
Logo clear space is the height and width of the “C”
Do not place text or graphics inside of this area.
Min. Size: 1 inch
page 5
BRAND COLORS
Lapis Blue
C: 100 M: 41 Y: 0 K: 17
Color is an essential element of branding. Colors are highly
connected to memory and emotion; therefore, keeping the
R: 0 G: 106 B: 169
Pantone 3015
brand colors consistent is critical to maximize brand recognition
and awareness.
Crimson Red
The primary Centrex Rehab brand colors include:
C: 11 M: 95 Y: 100 K: 30
R: 162 G: 35 B: 24
Lapis Blue: strong, vibrant
Pantone 180
Crimson Red: dynamic, bold
Rhumba Orange: brilliant, active
Sunflower Yellow: cheerful, warm
Rhumba Orange
C: 0 M: 74 Y: 100 K: 13
R: 214 G: 92 B: 29
Pantone 152
Sunflower Yellow
C: 0 M: 55 Y: 100 K: 0
R: 246 G: 139 B: 31
Pantone 123
page 6
SOLUTIONS COLORS
Each Centrex Rehab Solution has been assigned a color that
LYMPHEDEMA SOLUTIONS
C: 11 M: 95 Y: 100 K: 30
identifies their specific discipline.
R: 162 G: 35 B: 24
ACCESS SOLUTIONS
MASSAGE SOLUTIONS
C: 0 M: 74 Y: 100 K: 13
C: 50 M: 68 Y: 0 K: 40
R: 214 G: 92 B: 29
R: 95 G: 66 B: 117
CLINICAL SOLUTIONS
STAFFING SOLUTIONS
C: 21 M: 74 Y: 100 K: 60
C: 63 M: 12 Y: 20 K: 0
R: 102 G: 45 B: 2
R: 87 G: 177 B: 196
COGNITIVE SOLUTIONS
WHEELCHAIR SOLUTIONS
C: 100 M: 41 Y: 0 K: 17
C: 25 M: 0 Y: 100 K: 0
R: 0 G: 106 B: 169
R: 113 G: 161 B: 49
page 7
TYPOGRAPHY
Gotham
Gotham
The Centrex Rehab logo and tagline are set in the
abcdefghijklmnopqrstuvwxyz
Gotham typeface.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Standard body text is rendered in Gotham Condensed
Regular. For body text, do not use a font size smaller
1234567890 !@#$%^&*()
than 10 pt.
Alternative Fonts for General Usage
For those with limited font options, Arial or Arial Narrow
are suitable sans-serif alternatives to Gotham.
Gotham Condensed
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 !@#$%^&*()
Arial (alternative)
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
page 8
TAGLINE
The tagline “an integrated therapy network” should be used in
marketing materials to complement to the Centrex Rehab logo.
Whenever possible, use the image (JPG or EPS) version of the
tagline.
page 9
E-SIGNATURE GUIDELINES
Centrex Rehab staff are required to use the following standard
electronic signature for email correspondences. No additional
backgrounds, graphics or extra text should be included.
The body of an email should be set in Arial font.
Name: Arial; 12pt; Bold
Acronym(s): Arial; 10pt; Regular
Title: Arial; 10pt; Regular; Italic
Logo: Use file “Centrex_esig.jpg”
Contact info: Arial; 10pt; Regular
Email: Arial; 10pt; Regular
Web Address: Arial; 10pt; Bold
OTHER NOTES:
• Gray color is comprised of: R: 66 G: 66 B: 66 -OR- HEX# 424242
• Horizontal dividers are made by typing (2) spaces, then the horizontal line key line key (typically located just below
the delete key), followed by (2) more spaces.
page 10
WRITING GUIDELINES
Overall Tone
Common Adjectives
Intergenerational Clients
The copy should feel business-like and offer relevant
• Integrated / connected
information clearly. In all situations, the copy should
• Innovative / visionary
recognize the quality of care and integration of services
• Dynamic
Centrex Rehab marketing materials and
copy should highlight the provision of
services for a wide range of individuals­—not
strictly older adults.
provided by Centrex Rehab.
• Aspirational
• Active / vibrant
When referencing older adults, limit the use
of the word “senior.”
Standard Centrex Rehab Blurb
• Quality
Centrex Rehab provides integrated therapy services
• Individualized
that address the unique needs of the evolving health
• Streamlined
care market. With nearly 300 therapists, Centrex Rehab
• Efficient
• Use ™ or ® in first reference to Centrex
Rehab™
support and consulting services. The Centrex model
Key Differentiators
allows facilities to improve the health of their patients,
• Breadth of services offered
• Always capitalize Therapist titles (i.e.
Speech Language-Pathologist or Massage
Therapist)
while reducing the cost of care and administration and
• Ability to integrate
eliminating billing/service crossovers.
• Compliant with current healthcare
models
Tagline
• Strong organizational partnerships
“An integrated therapy network”
• Patient-focused care
offers a broad range of rehabilitative therapies, on-call
• High employee retention rate and
employee satisfaction
• Individualized plans
• Diverse solutions
Points to Remember
• Use consistent voice (i.e. “Centrex Rehab
provides” versus “We provide”)
page 11
IMAGE CRITERIA
The Centrex Rehab image bank should be composed of visuals
that align well to the brand.
Whenever possible, use photography that:
• Is full color rather than black and white or sepia tone.
• Is authentic and shows actual Centrex Rehab employees or clients
in realistic situations.
• Expresses joy and positive interactions.
• Shows diversity in ethnicity, gender, age.
• Displays up-to-date equipment and therapy treatments.
Photography Samples