ati nursing education brand guidelines 2012

ATI Nursing EducationTM Brand Guidelines

2012

What Is ATI Nursing Education? 02

Executive Summary 04

Key Selling Points & Differentiators 04

Positioning 04

Brand Brief 05

Brand Attributes 07

B:C Targeting – Students 10

B:B Targeting – Educators 12

Logo 16

Typeface 18

Colors 20

Iconography 22

Texture 24

Photography 26

Putting It All Together 28

Student Materials 33

Educator Materials 33

Introduction

Who Are We Talking To?

What Does ATI Nursing Eduction Look Like?

Products

What Is ATI Nursing Education?ATI Nursing Education offers products and services to help nurse educators create great nurses. We specialize in teaching students what they need to know the way they learn best.

We became the leader in providing NCLEX success for all students. We

didn’t stop there. Our education takes place before nursing school begins

and beyond graduation.

Introduction

3

Executive Summary

Key Selling Points & Differentiators

PositioningATI is the preeminent e-learning provider for nurse educators

nationwide. Intuitively, ATI’s learning systems are designed

intuitively, to teach the way individuals learn. Whether it’s an RN

(Registered Nurse) or a PN (Practical Nurse) program, we’re with

your students from the beginning of school through the beginning

of their nursing career, and it’s done with the kind of personal,

caring attention that’s synonymous with nursing.

• Westickwithyouuntilyoupass—noasteriskandproventowork

• We’reanexperiencethat’stailoredtoyouandyourclass

Most comprehensive and customized solution for school and student success.

Brand Brief

What do you want for your customers?

Why does it matter?

What do you do differently from all your competitors?

Can you prove this?

What would a new user say after spending one hour with your product/service?

What “Me Too’s” must you avoid?

Define your culture in one word or short phrase:

Define your brand mission in one simple phrase:

What words would your best client use to describe you?Support people in becoming the best nurses they can be.

Nurses deal with life and death on a daily basis. It’s emotional, it’s

exhausting,andit’spersonal.

We are not focused solely on passing the NCLEX. We are focused

on making nurses better prepared for the real life rigors of their

chosen profession – one that many see as a calling.

Yes. ATI NE produces a comprehensive program that goes far

beyond simple test prep.

“ATI NE seems like they really care about everything related to the

NursingSchoolexperience.ATIhelpssolvemyproblem(s)and

makes me the best I can be.”

• WedoNCLEXtestprep

• Wehavegoodpassrates

Customer Focused

Innovators in Healthcare Education

• Passionate

• Innovative

• Leader

• Approachable

• Loyal

• Trusted

• Attentive

• Complete

• Helpful

• Smart

• Current

• Proactive

• Content

Experts

Introduction

5

ATI Nursing Brand Attributes

Trusted

Proven

Approachable

Introduction

ATI is synonymous with personal service. Questions and phones are always personally an-

swered. Our people are approachable and our products easy to use. We’re the e-learning leader

who won’t allow technology to make us cold.

Our products work, and we can prove it. Proven touts our brainpower (NEs & psychometricians),

our innovation and our comprehensive set of industry leading products. ATI is about teaching

students the way they learn. Our pass rates are unsurpassed, and we are passionate about help-

ing build better nurses.

Communicates and celebrates the fact that ATI is considered a true partner with more universi-

ties, colleges and students nationwide. Which means our products and services and hearts are

in the right place. We are good in every sense of the word, organizing ourselves around our

clients and always doing “what’s right”.

7


Educators B:BStudents B:C

We communicate with nurse educators and students.

How do we talk with nurse educators? Our tone is warm, friendly and helpful.

We communicate with head and heart. This audience wants to know how we’re

helping them and their students, and they want to know the facts to back up the

information we’re telling/selling them.

How do we talk with nursing students? Our tone is warm, friendly and helpful

as well. Nursing school is tough. Students need allies. Sometimes this audience

sees us as a necessary evil – we cost them money. We want to make sure they

understand we are here to help them. We’re a helpful friend.

ATI Educator Focused Narrative: Success = Solving NE Pain Points

“We provide NEs support, so they can do their jobs better.

Their job: Build better nurses.”

Educators

B:BWho Are We Talking To?

Reliable

PositiveIn Touch Calm

Stressed Out

CaregiverBad Ass

Approachable

Lighthearted

Inspiring

CallingAngel

Make a serious topic fun

Try to balance school success with

student success

Not super bright Colors slightly desaturated

Make Students Feel Better

UpbeatSmiles

FocusedDetail Oriented

Obsessed - in a good way

Sun Warm Colors

TouchWarm Sheets

Like to be Associated With

RelevantRelate to Real World

On position of a light switchAccessible

TrustingClock

Rock SteadyMom

ResiliantDirect

High StandardsRespectedTough Love

Guide

PathSteering Wheel

LightMap

Compass

patternsRelevant pattern through color

Selfless

Passionate

Nurse EducatorsFemale

Age 40 - 60

11

ATI Student Focused Narrative: Customized Experience to Guarantee Student Success

“With us, students will become better nurses. They will be

well-rounded and will be more prepared.”

Students


B:C

Nursing StudentFemale

Age 20 - 45

Intelligent

Diverse

PositiveStubborn Loyal

Stressed Out

DeterminedCaring

Vulnerable

Idealistic

Learner

Problem Solver

Epiphany

TearsTests

ClinicalsHomework

Long NightsCaffeine

Fresh Puppy

SpongeCurious

Puzzle

CandleFire

Light Bulb

SelflessLoving

Make people feel better

FocusedDriven

Life ChangeWant to make a difference

Bright Colors

13

What Does ATI Nursing Education Look Like?The ATI Nursing Education brand is approachable and confident. We convey this through a bright, innovative and fresh color palette. We utilize illustrations, texture, “natural looking” photography and big splashes of color.

What Does ATI Nursing Education Look Like?

ATI Capstone One-Sheeter

Logo Variations

2-Color

1-Color Grayscale

1-Color White

2-Color White

YES NO

X

X

X

X Be sure that the logo over

an image is completely

visible and not cut off.

= height of ati letters

The height of the ATI Nursing Education logo should not be less than .5”tall in all print productions.

The height of the ATI Nursing Education logo should not be lessthan50pixelsinall online instances.

USE OF CLEAR SPACE

MINIMUM VS. MAXIMUM SIZE

PRINT ONLINE

What Does ATI Nursing Eduction Look Like?

17

AaAaTypeface

AVENIR LT STD LIGHT

AVENIR LT STD BOOK

AVENIR LT STD ROMAN

AVENIR LT STD MEDIUM

AVENIR LT STD HEAVY

AVENIR LT STD BLACK

ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz 123456789






ARCHER SEMI-BOLD ITALIC


ESFERA (On-line typeface)


ARCHER MEDIUM ITALIC


Avenir is used primarily for body copy but can be used as a headline

(primarily used in all Uppercase). Archer contrasts nicely with

Avenir’s rigidity and parallels the slant and dynamic nature of the ATI

Nursing Education logo. Archer is great for large call-outs as well as

a headline font.

AaARCHER MEDIUM ITALIC AVENIR LT STD ROMAN


Aa AaArcher is a slab serif style digital typeface designed in 2001 by

Hoefler & Frere-Jones for use in Martha Stewart Living magazine.

The face is unique for combining the geometric structure of

twentieth-century European slab-serifs but imbuing the face with a

domestic, less strident tone of voice.

Avenir is a geometric sans-serif typeface designed by Adrian

Frutiger in 1988. Avenir is not purely geometric; it has vertical

strokes that are thicker than the horizontals, an “o” that is not a

perfect circle and shortened ascenders. The nuances aid in legibility

and give Avenir a harmonious and sensible appearance for both

textsandheadlines.

PMS 436

Colors

PRIMARY COLOR PALETTE

Production Pieces

Internal PrintPieces&Screen

PMS BLACK 7

PMS 179 C 5 M 85 Y 77 K 1

R 229 G 77 B 67

HEX# E54D43

C 65 M 60 Y 60 K 45

R 71 G 69 B 68

HEX# 474544

C 27 M 29 Y 25 K 0

R 182 G 172 B 174

HEX# B6ACAE

SECONDARY COLOR PALETTE


PMS 5565

PMS 123

PMS 630

PMS 584

PMS 151

HEX# 98AAA0

HEX# F6CC57

HEX# 8FCEDD

HEX# CED45C

HEX# F47D20

C 3 M 85 Y 77 K 1

C 0 M 20 Y 80 K 0

C 42 M 3 Y 11 K 0

C 23 M 4 Y 85 K 0

C 0 M 48 Y 95 K 0

R 152 G 170 B 160

R 246 G 204 B 87

R 143 G 206 B 221

R 206 G 212 B 92

R 244 G 125 B 32

Production Pieces

Internal PrintPieces&Screen

21

Iconography

ATI utilizes iconography to further enforce meaning and

visual interest within the design look and feel. These

icons can be used individually, paired together or in a

pattern. A new icon can be created, as long as it retains

thecharacteristicsoftheseexistingicons.


23

Texture

1 2

25

Texturesareusedthroughoutthedesignsystemto

create depth and visual interest. They are used as a

secondary element, and shouldn’t distract from the

primary focus of the design.

1. Hash marks are a great way to create depth within

a design, and they can be created quickly for a

project with a quick timeline.

2. Patternscreatedusingtheexistingiconographyare

anotherfunwaytocreatedepthandtexture.

3. Oversized icons can also be used as watermarks.


3

Photography


The overall feeling of ATI’s photography is warm, in

the moment and honest. All of the images are in the

contextofthelearningenvironment,withrealNurse

Educators and real nursing students. All of the images

foranyprojectshouldbechosenfromtheexistingATI

image library. If another image is needed, it must match

thelookandfeeloftheexistingimageryandmustbe

approved by the ATI brand director.

27

Putting It All Together

ATI Reporting One-Sheeter

29


Real Life Clincial Reasoning Scenarios Print Ad Nurse’s Touch Print Ad

Putting It All Together

Real Life Clinical Reasoning Scenarios Case Study Booklet


National Nurses Week Facebook Cover Photo

NCLEX Banner Ads ATI Live Review Email 31

ATI ProductsWeareinnovators.

We have gone beyond being a traditional test prep and NCLEX success

company.Throughfeedbackfromeducators,studentsandhealthcareexperts,

ATI develops products and services to meet needs that have not been

addressed. Recently we launched two unique products: Real Life Clinical

Reasoning Scenarios and Nurse’s Touch.

ATI Nursing Education Products

PRODUCTS SOLD TO NURSE EDUCATORS PRODUCTS SOLD TO NURSING STUDENTS

Virtual ATITM

MobileMentorTM

Active StackTM

Comprehensive Live Review

TEAS V Prep

*Real LifeTM *Nurse’s TouchTM

Customized NCLEX Live Review

ATI AcademyTM

C-Map®

TEAS® V

AchieveTM Learning Strategies LPN STEP

Comprehensive Predictor®

Dosage Calculation & Safe Medical Administration

Pharmacology Made Easy

JBL Nurse’s Drug Handbook

Content Mastery Series®

Focused Review®

Nurse Logic®

ATI EssentialsTM

Products

TM

Real Life Clinical Reasoning Scenarios has its own product mark, because of its industry-changing nature.

Nurse’s Touch has its own product mark, because of its industry-changing nature.

*

*

33

JenneyBabcockDirector of Brand & Marketing

[email protected]

JasonBuckCreative Services Manager

[email protected]

If you have any questions regarding this

book or the ATI Nursing Education brand,

please contact us.

Contact

ati nursing education brand guidelines 2012

Documents

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ati nursing eduction

nursing career

ati ne

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brand mission

brand briefwhat

nurse educators