Our Brand Guidelines May 2015 - Version 1
Page 03 Page 04 Page 05 Page 06 Page 07 Page 08 Page 09 Page 10 Welcome Our Brand Essence / Our Brand Identity Our Brand Family Our Brand Colours Our Typeface Sizes & Exclusion Zones Brand Positioning Design Elements 2015
Welcome Welcome to the brand guidelines. This document is your guide on how to use and implement the new brand into communication and design material to ensure a consistency of style and quality. Our brand has been created to reflect our key values of excellence, innovation and commitment to quality. Please treat our brand with care, and if in any doubt, please contact Sandie Scott, Head of Corporate Affairs. Email Sandie.Scott@gjnh.scot.nhs.uk or call 0141 951 5073. Innovation Centre 2015 3
Our Brand Essence The essence of the brand should be communicate through all design, communications and text. Here is a summary of our core values to ensure our essence is always at the heart of all materials we issue: Valuing dignity and respect A can do attitude Leading commitment to quality Understanding our responsibilities Effectively working together Safe person contact and effective care Our Brand Identity brand identity has been created to gain local, national and international recognition in Quality, Research and Innovation in medical care and advancements. Our graphic marque The strong marque reflects the G and J of the brand name coming together to create one unit The curved design conveys the care, compassion and nurturing aspect of the brand Our strapline This positions our brand and reflects our core values Our format The brand identity should always be used in the portrait format as shown opposite 2015 4
Our Brand Family Our brand is led by the Foundation brand with 4 sub-brands for each of our divisions and services within our campus. Each of the brands are shown opposite with their own unique accent colour to differentiate from each other. Note: Brand guidelines for each sub brand are available. Please contact Sandie Scott, Head of Corporate Affairs. Email Sandie.Scott@gjnh.scot.nhs.uk or call 0141 951 5073. Foundation Patients at the heart of progress National Hospital Research Institute Innovation Centre Patients at the heart of progress Patients at the heart of progress Patients at the heart of progress 2015 5
Our Brand Colours Our Conference Hotel brand has two lead brand colours for use on all material. These colours have been carefully selected to reflect the values associated with the brand and also to visually and coherently align the brand with the NHS Scotland brand. Design Colour Palette The dark blue is the same NHS Scotland blue as noted opposite. Pantone 288 C 100% M 65% Y 0% K 30% R 0% G 71% B 133% Pantone 2613 C 70% M 100% Y 20% K 7% R 106% G 40% B 117% 2015 6
Our Typeface The brand font is from the Stone Sans family, the same as the NHS Scotland brand font. A contemporary, flexible typeface, Stone Sans must be used for all professionally printed NHS communications, such as stationery, forms, leaflets, signage and vehicle livery. Stone Sans is the only typeface to appear in the identity, within the initials NHS, NHS Board name and Scotland. It s also the preferred choice for any other pre-printed information that appears on stationery, such as Trust or department names and addresses. Within publications, Stone Sans is ideal for everything from headings and text to diagrams, charts, tables and even technical information. NHSScotland uses three weights regular, italic and semi bold. Stone Sans Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (1234567890?!,@ &) Stone Sans Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (1234567890?!,@ &) The font is available from your guidelines manager. The following pages list the licences attributed to each organisation. Please note the management of these licences is your legal responsibility, not NHSScotland s the corporate body. It s in your interests therefore to ensure your suppliers return the typeface after use. To buy additional licences, contact www.adobe.co.uk. or www.faces.co.uk 2015 7
Sizes & Exclusion Zones To ensure the brand is being applied consistently and legibly always follow the brand s basic rules. Exclusion Zones The exclusion zone is designed to prevent other elements appearing too close to the identity. Exclusion Zone Smallest Size 25x30mm Minimum Size If reproduced too small, brand identity elements lose clarity. The minimum size for the brand is 25mm x 30mm Artwork Artwork is available in EPS, TIFF, JPG and PMG formats from: Sandie Scott, Head of Corporate Affairs. Email Sandie.Scott@gjnh.scot.nhs.uk or call 0141 951 5073. 2015 8
Brand Positioning Our brand should always, when possible, be positioned right aligned on all material. Top right or bottom right positions are acceptable. The logo should never be used centrally on material or left aligned. 2015 9
Design Elements It is important the brand is protected at all times. The brand must be used in the correct way, therefore all users must adhere to the following simple rules: Do s Make the brand identity clearly visible on all communications. Adhere to the exclusion zone rules (see page 8). Follow the examples opposite of how the identity should be used. Do s NOTE: The logo should not be held within a circle, this is purely to show how the logo should be reversed out of a solid colour. Dont s 1. Never recreate the brand and do not change the typography. 2. Do not use the primary brand on dark backgrounds which compromise legibility. 3. Never change the brand s colours. 4. Never stretch or distort the brand. Dont s 1 2 3 4 5 5. Do not use the primary brand on imagery which compromise legibility. 2015 10
Please treat our brand with care, and if in any doubt, please contact Sandie Scott, Head of Corporate Affairs. T 0141 951 5073 E Sandie.Scott@gjnh.scot.nhs.uk www.nhsgoldenjubilee.co.uk