visual identity guidelines v1. 13 August 2013

Transcription

1 visual identity guidelines v1. 13 August 2013

2 welcome Click the title to go straight to the relevant section Quick guide to our identity > About NHS Property Services > Core principles our NHS logotype > name, strapline and positioning statement > our aqua green bar > colour palette > typefaces > photography > Our identity in action > Support > These guidelines will be frequently updated. 2 NHS Property Services visual identity guidelines

3 quick guide to our identity Our brand. We are part of the NHS so we adhere to its brand principles: see Our logotype is a statutory NHS logo. The size varies according to the size of the material it is applied to. Our typeface is Helvetica Neue for all externallyproduced materials. Arial is used in internallyproduced materials. Our minimum point size is 9pt for professional audiences; 12pt for public-facing communications. Our colours are fresh and distinctive to give a sense of light and cleanliness in all our materials, the main brand colour is aqua green and is known as Pantone Our strapline, positioning statement and aqua green band appear on all communications. Our photography illustrates the properties we manage and the people we employ, and always respects the diversity of the NHS staff profile. These guidelines explain these core principles in more detail. If you are in any doubt about how to apply them to our communications materials, or need master logos or other assets, please visit the communications page of the staff website: or contact: Jeremy Peters Head of Corporate Communications NHS Property Services Ltd Tel: jeremy.peters@property.nhs.uk 3 NHS Property Services visual identity guidelines

4 about NHS Property Services NHS Property Services manages, maintains and improves NHS properties and facilities, working in partnership with NHS organisations to create safe, efficient, sustainable healthcare environments. We re a national organisation, with a local structure, focusing our strategic and operational management skills on supporting clinical improvements and better health outcomes. You can find out more at On 1 April 2013 NHS Property Services took on 4,004 facilities 9% 8% 10% covering 25 million sq feet with 12,000 tenants valued at over 4 billion 4% 3% 5% Our portfolio includes: 15% 1,774 health centres 44% Property strategies and solutions. Estate and facilities management. Safety. Efficiency. Sustainability. Specialist knowledge, skills and advice. OUR COMPANY NHS Property Services has two main roles: Strategic estates management acting as a landlord, modernising facilities, buying new facilities and selling facilities the NHS no longer needs. Dedicated provider of support services such as cleaning and catering. We have responsibility for 4,000 buildings worth over 3 billion - which were previously owned, leased or managed by Primary Care Trusts and Strategic Health Authorities. OUR ROLE NHS Property Services has a clear mandate to provide a quality service to its tenants and minimise the cost of the NHS estate to those organisations using our facilities. Any savings we make will be passed back to the NHS. OUR OBJECTIVES Improve the quality of the estate portfolio Ensure continuity of the estates service Keep buildings safe, warm and clean Ensure the NHS estate is managed sustainably Use our scale to deliver improvements and efficiencies Fill empty buildings by bringing in new tenants Make more effective use of the estate 4 NHS Property Services visual identity guidelines

5 our NHS logotype Our logo is the cornerstone of our visual identity. It reinforces the fact that we are an NHS organisation and it needs to appear on everything we produce. There are a number of givens. The logo should appear in the top right hand corner of materials where possible. It is always reproduced at the correct size. It has a clear exclusion zone and is never reversed out of cluttered or faint backgrounds. The logo appears at specific sizes on different formats. On A4 materials, where it will be used most often, the depth of the NHS lozenge is 8.5mm. On other materials the lozenge depth is: A2: A3: A4: A5 or DL: A6: Business card: 17mm 12.5mm 8.5mm 6mm 5mm 4.25mm There is also a clear exclusion zone around the logo within which no other graphics or images should appear. The exclusion zone mirrors the lozenge depth. In the example (right), the lozenge is 4.25mm deep, i.e. suitable for a business card. Nothing appears within 4.25mm of the logo. This exclusion is known as x. You should never attempt to recreate the logo. Master artwork i.e. jpegs for web and print and eps or tif for large format materials like banner stands is available from the Communications team. Positive Negative The x box denotes the exclusion zone that must appear around the logo. In the example above, the depth of the NHS lozenge is 4.25mm (suitable for a business card). The logo should therefore be positioned 4.25mm from the top and right hand edges of the page. No other graphics or wording can appear in the 4.25mm space below it either. x x Property Services x x x x 5 NHS Property Services visual identity guidelines

6 name, strapline and positioning statement Our name, strapline and positioning statement occupy prominent positions in all our communications. Our name, NHS Property Services, is displayed in the logo, which always occupies the top right position. Our preference is to use the positive logo the one with the blue NHS lozenge. See our logotype for sizing guidance. As this is a statutory NHS logo, please do not attempt to create the logo yourself: Communications can provide artwork > Our strapline,, describes our ambition and is always placed on the same page as the logo. It can be positiioned anywhere on the page, and at any size. It always appears in the Helvetica Neue light typeface, on three lines, and in our aqua green colour, unless it is reversed out of a aqua green block. Please ask Communications for artwork. > Property strategies and solutions. Estate and facilities management. Safety. Efficiency. Sustainability. Specialist knowledge, skills and Our positioning statement, or bookplate, describes the services we provide. It can be used in a prominent position, but it should not overwhelm the title of a document, or the message in a specific communication. Please exercise your judgement on this. If it works on a cover, and doesn t overwhelm the message, it can be placed there. Equally, it can sit on an inside front cover, or a back cover. Please ask Communications for artwork. > Property strategies and solutions. Estate and facilities management. Safety. Efficiency. Sustainability. Specialist knowledge, skills and advice. Our people policies Buildings and facilities management. Property strategies and solutions. Safety. Efficiency. Sustainability. OUR COMPANY NHS Property Services has two main roles: Strategic estates manager acting as a landlord, modernising facilities, buying new facilities and selling facilities the NHS no longer needs. Dedicated provider of support services such as cleaning and catering. We have responsibility for 4,000 buildings worth over 3 billion - which were previously owned, leased or managed by Primary Care Trusts and Strategic Health Authorities. OUR ROLE NHS Property Services has a clear mandate to provide a quality service to its tenants and minimise the cost of the NHS estate to those organisations using our facilities. Any savings we make will be passed back to the NHS. OUR OBJECTIVES Improve the quality of the estate portfolio Ensure continuity of the estates service Keep buildings safe, warm and clean Ensure the NHS estate is managed sustainably Use our scale to deliver improvements and efficiencies Fill empty buildings by bringing in new tenants Make more effective use of the estate 6 NHS Property Services visual identity guidelines

7 aqua green bar Every visual identity needs a distinctive device to tie communications materials together. The consistent use of the device aids recall. NHS Property Services uses a simple, opaque aqua green bar to badge its materials. Its 70% transparency is strong enough to be used as a background for type, and light enough for visual detail in images to show through the bar, as the examples on the right show. The aqua green bar can be positioned anywhere on the page but must: be opaque, ie. 70% transparency applied to Pantone 3272, our primary colour stretch across the width of the page occupy at least 25% of the page depth. Further examples of aqua green bar usage are shown in the section our identity in action. Welcome Property strategies and solutions. Estate and facilities management. Safety. Efficiency. Sustainability. Specialist knowledge, skills and advice. Property strategies and solutions. Estate and facilities management. Safety. Efficiency. Sustainability. Specialist knowledge, skills and advice. 7 NHS Property Services visual identity guidelines

8 colour palette Our primary colour is aqua green. This is used prominently in all our communications at 100% colour or 70% transparency over an image. Aqua green can also be used for display text, including headlines, subheads and display quotes, but black should be used for body copy. primary Pantone 3272: aqua green CMYK 100 / 0 / 44 / 0 RGB 0 / 170 / 166 HEX 00aaa6 70% transparency over an image We have developed a palette of secondary colours (including tints) to create visual variety in our communications. These colours should be used sparingly, so that they don t overwhelm the primary colour. Specific codes are used for different types of media. CMYK colours are used in professionally designed materials and represent the various percentages of cyan (c), magenta (m), yellow (y) and black (k). RGB colours are used in screen-based applications, like powerpoint. HTML colours are used in digital applications. When creating documents for viewing on IOS devices (iphones, ipads etc) from InDesign please make sure all colourways are converted into RGB mode so the colours will view correctly on these devices. secondary Pantone 374 CMYK 27 / 0 / 71 / 0 RGB 193 / 231 / 112 HEX C1E770 Pantone 324 CMYK 38 / 0 / 17 / 0 RGB 153 / 220 / 217 HEX 99DCD9 100% 80% 60% 40% 20% 100% 80% 60% 40% 20% Pantone 368 CMYK 64 / 0 / 100 / 0 RGB 102 / 188 / 41 HEX 66BC29 100% 80% 60% 40% 20% 8 NHS Property Services visual identity guidelines

9 typefaces Helvetica Neue is the official NHS Property Services typeface. However, as this font is not available on most PCs, Arial must be used as the default typeface. Helvetica Neue Creative suppliers will need to purchase this font at their own expense if they are producing materials for NHS Property Services. Arial should be used if Helvetica Neue is not available. 9pt is our minimum point size for professional audiences. However there may be occasions when it needs to be increased to 12pt to meet the needs of visually impaired audiences and others with particular needs. The needs of your audience will dictate the point size you use. However, it should never be smaller than 9pt. Other typefaces, such as Times New Roman or Calibri, must not be used in any NHS Property Services communications. helvetica neue 45 Light 55 Roman 75 Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &? arial Regular Bold Italic Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &? NHS Property Services visual identity guidelines

10 photography Our photography is an important element of our identity. It reflects the quality and variety of the buildings we manage, and the people who work to create the best possible environments from which to provide high quality care. Our images showcase property, people and perspectives. They have been taken specifically for NHS Property Services and, as such, we hold the copyright for reproduction. If you are an external supplier, please ensure our images are used only in our materials and with our specific approval. We aim to show a mix of images in our communications. A printed brochure, or our website, for example, would use all three content types. A banner stand might use an image from one of the categories, but would be determined by the message. property people perspectives A small selection of images we hold are shown here. Please contact Communications for high resolution files. 10 NHS Property Services visual identity guidelines

11 our identity in action The following pages show many applications of the visual identity. For more advice please visit the Communications web pages or contact Communications Click the title to go straight to the relevant section literature > digital > banners and hard hats > signage construction hoardings > buildings > Templates for internal use stationery > powerpoint > staff ID badges > 11 NHS Property Services visual identity guidelines

12 literature Annual Report If you need to produce a document, please talk to Communications. We can advise on whether your report needs to be externally produced (subject to budget) or whether we can handle it in-house. Our estates strategy Title of the document Sub heading Staff newsletters 12 NHS Property Services visual identity guidelines

13 digital We embrace digital communications as a means of engaging and informing our stakeholders. Our new visual identity is being applied to existing and future communications. This page shows examples only. Please contact Communications to discuss using digital comms / social media. Web Mobile app Twitter 13 NHS Property Services visual identity guidelines

14 banners hard hats and vehicles Welcome Vehicles Vehicles that are part of the NHS Property Services fleet, undertaking NHS Property Services services, and driven by NHS Property Services personnel, should be branded with our logotype and strapline. The next version of the guidelines will indicate this in more detail. Hard hats Pull-up banner 14 NHS Property Services visual identity guidelines

15 signage construction hoardings Temporary signage at sites where our buildings are being built or refurbished should include the NHS Property Services logotype and: 1 A clear explanation of our involvement in the work and for whom the architect, contractor and client organisations What is being built and what healthcare (or other) services will be provided. Descriptive text about the development can go here There are two options: basic and fully branded. 1 NHS Property Services logo reproduced on a white panel on an NHS Blue hoarding 2 Full NHS Property Services branding with an image of what the completed construction will look like. 2 Sudbury Community Health Centre Opening Autumn 2014 NHS Property Services working with NHS West Suffolk Clinical Commissioning Group and Assura Group to create Sudbury Community Health Centre for the local community. Your new centre will bring a wide range of local NHS services together. 15 NHS Property Services visual identity guidelines

16 signage buildings NHS signage must conform with NHS Identity Guidelines and show NHS Property Services where appropriate. Basic guidance is provided here for ease, but more detailed information is available on the NHS Identity Guidelines website: click here for details Main external signage should be discussed and agreed between all occupiers and NHS Property Services, applying these guidelines appropriately. This should be signed off by Communications. Signs need only be replaced where there are other reasons to do so, such as construction or significant changes in occupiers. Please contact Communications to discuss. Anytown NHS Foundation Trust Anytown Clinical Commissioning Group Anytown GP Practice An NHS Property Services building Elizabeth House Anytown NHS Foundation Trust Anytown Clinical Commissioning Group Anytown GP Practice NHS Property Services FOR SALE James House 14,000sq.m Enquiries: If the property is owned or managed by NHS Property Services, external signage needs to reflect this. This is due to the need to provide public accountability in relation to the quality of the estate and facilities. It shows the public how we are investing in the future of health services, how public money is spent, and who is responsible if they have views. This accountability should be indicated at the foot of the blue panel: An NHS Property Services building If there is more than one NHS organisation occupying a building, the national NHS logo should be used on its own. The (tenant) organisations names should then be listed below in the blue panel, in the format shown above. Individual organisational logotypes should not be used. Further information is availabe from the NHS Identity Guidelines website. Click here for details > 16 NHS Property Services visual identity guidelines

17 templates for internal use The following templates have been created for internal use: A4 letterhead and other stationery Powerpoint slides If you need a template, please refer to Communications page of website or contact Communications. NHS Property Services Limited 451C Skipton House 80 London Road SE1 6LH Tel: NHS Property Services visual identity guidelines

18 staff ID badges Business cards An arrangement for production of ID badges is currently being established. Please contact Communications for more information. 451C Skipton House 80 London Road London SE1 6LH Insert name Job role Jeremy Peters Head of Corporate Communications / jeremy.peters@property.nhs.uk / NHS Property Services, 451C Skipton House, London Road London SE1 6LH Property strategies and solutions. Estate and facilities management. Safety. Efficiency. Sustainability. Specialist knowledge, skills and advice. Property strategies and solutions. Estate and facilities management. Safety. Efficiency. Sustainability. Specialist knowledge, skills and advice. 18 NHS Property Services visual identity guidelines

19 support and further information If you are in any doubt about how to apply these guidelines, please see the Communications page of the website or contact: Jeremy Peters Tel: Jennifer Hartley-Bond Tel: NHS Property Services visual identity guidelines