building and communicating our graphic identity€¦ · to maintain a consistent brand identity and...

Building and Communicating Our Graphic Identity

ContentsBrand standards .........................................................................................3

Referencing Dana-Farber/Boston Children’s .......................................4

Our logo .......................................................................................................5

Applying standards in email and voice mail communication ......................................................................6

Applying standards in research ...............................................................7

Applying standards in stationery .............................................................8

Color palette ...............................................................................................9

Typography ................................................................................................10

3

Brand standards To maintain a consistent brand identity and increase our name recognition, we have developed a comprehensive set of Dana-Farber/Boston Children’s Cancer and Blood Disorders Center logo and brand standards. When using the Dana-Farber/Boston Children’s logos or creating Dana-Farber/Bos-ton Children’s communications, you must adhere to these guidelines. Please contact the Marketing and Communications department at [email protected] if you have any questions.

What is our brand? Dana-Farber/Boston Children’s is the only cen-ter in the country that integrates the specialized resources of a top pediatric hospital with those of a world renowned cancer center, offering patients the widest range of expertise, sci-ence-driven therapies and the best outcomes and best chance at survival.

What is our brand promise? We promise an unbeatable combination of experienced pediatric specialists—in every pos-sible medical discipline—who deliver the best possible outcomes.

What are the basic components of the Dana-Farber/Boston Children’s graphic identity?Our logo represents Dana-Farber Cancer Institute’s and Boston Children’s Hospital’s pediatric hematology/oncology collaboration. The single graphic image, which can never be altered, serves as the cornerstone of a compre-hensive visual system.

Why should we follow these standards?A standard graphic approach is needed to en-hance awareness of Dana-Farber/Boston Children’s. It presents one face to many audi-ences, building stronger recognition of Da-na-Farber and Boston Children’s partnership to treat children and adolescents with cancer and blood disorders. With this unified system, we clearly present who we are in a consistent manner. The use of standards also allows us to save cost and time in production.

When do we apply the standards?The logo should accompany collateral created to build patient volume and national/interna-tional awareness of the pediatric hematology/oncology programs and services offered jointly by Dana-Farber and Boston Children’s. This in-cludes advertisements, marketing materials and promotional items. It should also be used on patient education materials, clinical and basic research, communications surrounding public policy and any public commentary. The only time that the unified logo and name should not be used is for fundraising purposes (see table on page 4).

If you are unsure about when to use the logo, email [email protected] for clarification.

How do we protect the brand?The logo and name should not be altered in any way. The logo must be reproduced from original camera-ready art or electronic file each time it is used, according to the standards shown in this guide. The files are available in the “How Do I...” section of the Hem/Onc Intranet.

For answers to questions you have about applying these graphic standards:Contact Dana-Farber/Boston Children’s Mar-keting and Communications Department at [email protected]

4

Referencing Dana-Farber/Boston Children’sFor more than 60 years, Dana-Farber Cancer Institute and Boston Children’s Hospital have partnered to provide comprehensive care for children with and survivors of pediatric cancer and blood disorders.

Please use the following as a guide on when to use the Center’s name:

Category

1. Clinical/patient care • Clinical marketing • Advertising (print/electronic/direct mail) • Patient outreach/education materials (information to patients about their care) • Media relations related to patient care and

support programs such as Back to School, Survivorship, Home Hydration, PACT

2. Clinical research • Research publications, posters and other

academic presentations

3. expert commentary on clinical issues not directly related to patient care

4. translational research

• Research publications, posters and other academic presentations

5. Basic research • Research papers/study findings • Conference presentations/posters • Media relations

6. government/payor relations • All public policy–related communications

including administration, legislature, regu-latory affairs outreach

7. Fundraising • All fundraising-related communications

Name to Be used

Dana-Farber/Boston Children’s Cancer and Blood Disorders Center




Individual institution name



When referring to the Center,

“Dana-Farber/Boston Children’s

Cancer and Blood Disorders

Center” must be used on first

reference and “Dana-Farber/

Boston Children’s” on all sub-

sequent references. The use of

initials or an acronym to refer

to the Center is not permitted.

5

Our logoThe Dana-Farber/Boston Children’s logo is the primary visual identifier of our brand. The logo is an integral unit composed of the two institution signatures and logos. Printing in all black is acceptable when color printing is not available. If the logo is reversed out (negative), both elements of the logo—the name and the images—are white.

Social LogoA square version of the logo has been created exclusively for use with social media. This logo is only to be used with expressed written permission from the Marketing and Com-munications Department. If you have questions please contact them at [email protected]

Do not change the logo’s

original artwork. Do not rebuild

or distort the logo. Do not

change the logo colors. Do not

insert the logo into text. Do not

break apart the logo and use the

image in isolation.

6

Applying standards in email and voice mail communicationAll pediatric hematology/oncology staff should include the name Dana-Farber/Boston Children’s in their email signature and in their voice mail greeting.

Email signature guidelinesWhen corresponding by email in a clinical capacity, physicians should include Dana-Farber/Boston Children’s Cancer and Blood Disorders Center in their signatures (with or without a title), followed by whatever titles or affiliations desired. For example: Lisa diller, mdChief Medical Officer, Dana-Farber/Boston Children’s Cancer and Blood Disorders CenterInstitute Physician, Dana-Farber Cancer InstituteProfessor of Pediatrics, Harvard Medical School450 Brookline Ave.Boston, MA 02215danafarberbostonchildrens.org

When corresponding in a capacity not related to clinical care, the faculty member should use his or her judgment as to whether to include or exclude the Dana-Farber/Boston Children’s Cancer and Blood Disorders line.

Voice mail greeting guidelinesAll pediatric hematology/oncology staff should include Dana-Farber/Boston Children’s Cancer and Blood Disorders Center in their voice mail greeting.

For example:“Hello, you have reached Lisa Diller, Chief Medical Officer at Dana-Farber/Boston Children’s. Please leave a message and I will return your call as soon as possible.”

7

For PowerPoint Presentations

For posters

Applying standards in researchThe logo will be used by all pediatric hematology/oncology faculty to present both clinical and basic research. Sample presentation slides and poster sessions are included below. Templates and high-res-olution images for conference materials are accessible through the “How Do I...” section of the Hem/Onc Intranet as well as the Dana-Farber intranet.

8

Applying standards in stationeryIt is essential that we incorporate the Dana-Farber/Boston Children’s brand identity into every communications piece we produce and the stationery system is one of the most fundamental exposures of our brand.

Electronic stationeryIn an effort to reduce costs while maintaining a consistent look and feel we have created a letter-head template that is customizable at the time of printing. This also eliminates waste when indi-viduals depart, leaving unusable pre-printed letterhead. For electronic stationery, please contact Dana-Farber/Boston Children’s Marketing and Communications Department at: [email protected]

Printed stationeryDana-Farber/Boston Children’s printed stationery can be ordered through each individual institu-tion. To order stationery or business cards from Dana-Farber, please visit the purchasing depart-ment section of the DFCIOnline Intranet.

Stationery can be ordered at Boston Children’s through the Allied Store in PeopleSoft. To order business cards or envelopes through Boston Children’s you must first complete BrandMaker train-ing and then place an order within the Self Service Template section.

Letterhead

Envelope

Business cards

Department Name 300 Longwood Avenue, Boston, MA 02115 617-355-4503 | danafarberbostonchildrens.org

Dear Dana-Farber/Boston Children’s letter writer,

Thank you for using this Word template as your official Dana-Farber/Boston Children’s Cancer and Blood Disorders Center letterhead. It will ensure that your written communications are brand-compliant and support the hospital’s cost-saving effort by eliminating the need to print custom letterhead.

Below are some tips for using your Dana-Farber/Boston Children’s Word template:

• Department or individual names, addresses and contact information are entered in the document header. You can access it by selecting “Header and Footer” from the View menu.

• This information is styled in the “Address block” paragraph style, which specifies 8-point type set in the Arial font.

• The name of the department or individual is set in bold. All other information appears in the regular, or normal Roman weight.

• The “Normal” paragraph style is recommended for the content of most letters. It specifies 10-point type set in the Arial font.

• The left margin is set at three-quarters of an inch.

• To get started simply delete the text of this letter and set your own copy in its place.

Department Name 450 Brookline Avenue, Mailstop, Boston, MA 02215-5450

9

Color palettePrimary colorsCorporate colors are used for brand identity, marketing, correspondence, letterhead and business cards.

Pantone: 287C

CMYK: 100.75.2.18

RGB: 0.48.135

HEX: 003087

Pantone: 715C

CMYK:3.58.100.0RGB:249.142.43HEX: F68B1F

Pantone: White

CMYK: 0000

RGB: 255.255.255

HEX: FFFFFF

Secondary colorsAlong with the primary colors, secondary colors are used in marketing, signage and communications.

Pantone: 7528C

CMYK: 5.10.17.16

RGB: 197.185.172

HEX: C5B9AC

Pantone: 123C

CMYK: 0.22.91.0

RGB: 254.199.65

HEX: FEC741

Pantone: 2905

CMYK: 42.7.3.0

RGB: 143.201.230

HEX: 8FC9E6

Pantone: 201C

CMYK: 25.100.79.20

RGB: 157.30.53HEX: 9DLE35

Business cards

10

Typography

BODY COPY FONT: MUSEO SANS 500



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aaBbCcddee o12345 !?$/#

AaBbCcDdEe O12345 !?$/#



aBCdeFgHIJKLmNoPQrstuVWXyZ

abcdefghijklmnopqrstuvwxyz

1234567890 $&!?”/;:#

ABCDEFGHIJKLMNOPQRSTUVWXYZ


1234567890 $&!?”/;:#



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1234567890 $&!?”/;:#


AaBbCcDdEe O12345 !?$/#AaBbCcDdEe O12345 !?$/#ABCDEFGHIJKLMNOPQRSTUVWXYZ


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1234567890 $&!?”/;:#

HEADLINE FONT: MUSEO 500

AaBbCcDdEe O12345 !?$/#AaBbCcDdEe O12345 !?$/#ABCDEFGHIJKLMNOPQRSTUVWXYZ


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The consistent use of type

contributes to our unique

look and feel, making us easily

distinguishable from other

institutions.

The designated brand typefac-

es are Museo and Museo Sans.

They have a modern and crisp

clarity, with an approachable

feel. As a sturdy, low-contrast,

geometric and highly legible

typeface, they are very well

suited for display and text use.

Museo 500 is used for head-

lines and in other situations

where you want larger type to

stand out from the standard

brand typeface.

The color of the type should

be PMC287c. In the case where

PMC287c cannot be used, or

an alternative is needed, use

black as a substitute.

See page 11 for an example

using these fonts, along with

web-safe fonts.

11

While consistency is important,

there are some limitations when

using typefaces online. When

Museo cannot be used in digital

applications or on the Web, Arial

should be used as an alternative.

The color of the type should be

Boston Blue. In the case where

Boston Blue cannot be used or

an alternative is needed, use

Boston Black as a substitute.

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“Aenean sit amet enim vel felis porttitor laoreet. Nulla dignissim volutpat odio quis bibendum. Nunc imperdiet porttitor lacinia.”

-Egestas Vitae

PROIN VEHICULA IPSUM ANTE

Creating lasting connections

BY LINE:

MUSEO SANS

300

HEADLINE:

MUSEO 500

SUBHEAD:

MUSEO SANS

900

BODY COPY:

MUSEO SANS

300

PULL QUOTE:

MUSEO SANS

300 ITALIC

Web-safe typeface

ARIAL REGULAR

ARIAL BOLD



ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 $&!?”/;:#




For answers to questions you have about applying these graphic standards, contact: Dana-Farber/Boston Children’s Marketing and Communications Department

[email protected]

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