The purpose of this guide is to define the Baptist Health brand and to serve as a tool to promote and protect our brand identity. By adhering to these guidelines for all marketing, communications and signage applications, we can ensure a consistent Baptist Health brand look and feel. Protecting our strong, respected Baptist Health brand is of utmost importance.
Our brand reputation is our most valuable asset and must be protected accordingly.
Opportunities for naming new programs, services, clinics or comarketing relationships come to us from a variety of sources. Each opportunity must undergo rigorous evaluation to ensure that the Baptist Health brand is presented in the appropriate way.
In order to better protect the Baptist Health brand, it’s imperative that any communications materials – including, but not limited to those listed below must work with Baptist Health’s Marketing and Communications department to obtain both prior and final approval for the following:
• Marketing
• Advertising
• Public relations
• Video production
• Digital media
• Events
• Signage
• Sponsorships
• Promotional Items
• T-shirts
• Social Media
Marketing and Communications, under the terms of our Brand Standards, has the responsibility to review any communications related to our brand and to provide input into strategy, creative and implementation.For approvals, questions, challenges and support please contact:
Debbie Davis Director of Marketing
Baptist Health
(501) 202-2811
debbie.davis@baptist-health.org
Lawrence Montgomery Chief Marketing Officer
Baptist Health
(501) 202-1812
lawrence.montgomery@baptist-health.org
In order to clearly define the Baptist Health brand, it’s important to become familiar with the principles we’ve established that guide us as we serve our patients every day. By always keeping these topof-mind in all of our communications, we can make certain we are continuing to work toward a well-defined brand.
System and Services
Baptist Health will improve the health of Arkansans by changing the way healthcare is delivered.
Baptist Health is more than a business – it is a healing ministry. Our healing ministry is based on the revelation of God through creation, the Bible, and Jesus Christ. At Baptist Health, care for the whole person – body, mind and spirit – is an expression of Christian faith. We are instruments of God’s restorative power and are responsible for giving compassionate care.
Baptist Health exists to provide quality patient-centered services, promote and protect the voluntary not-for-profit healthcare system, provide quality health education and respond to the changing health needs of the residents of Arkansas with Christian compassion and personal concern.
Quality service is the foundation of any successful business and is even more essential in the provision of healthcare. Our success is dependent on each employee’s desire and commitment to serve others.
Adherence to the moral values of fairness, integrity and honor in all relationships is a major priority.
All people are to be treated as individuals with courtesy and thoughtfulness. Respect for each person’s dignity and worth is essential. Patients are to be treated with concern and compassion.
We prudently commit our resources, using our talents and strengths in an effective and efficient manner. Our facilities and equipment are maintained with pride.
Desired characteristics of Baptist Health employees include initiative, dedication, talent and knowledge tempered by common sense. The highest possible performance from all employees is expected, but never at the expense of our values. It is imperative that complacency and mediocrity be avoided through innovation and progress.
In the years ahead, Baptist Health will continue moving toward becoming a healthcare system dedicated to health and wellness – not simply a hospital system caring only for patients in a traditional hospital setting. As we develop new ways of measuring performance, in addition to the traditional ways of measuring success we have used in the past, Baptist Health remains focused on the following organizational goals:
Achieving and sustaining the highest level of quality for the full range of services we provide.
Improving the patient experience, consumer loyalty and access to care.
Expanding initiatives that positively impact people in our communities through faith-based outreach, community health planning and health education.
Provide the best, most affordable healthcare to our patients, payers and the health system.
A brand’s voice is a purposeful, consistent expression of the brand’s beliefs and values. At Baptist Health, our voice should always sound personable, caring and dependable, like a trusted friend or neighbor. Oftentimes, we use stories to communicate how we care for our patients and communities, because ultimately, nothing is more powerful than the testimonies of those we’ve had the honor of helping. As much as we can, we talk about others – rather than ourselves –to emphasize that our work is motivated by how we can help each person live their best life.
When Baptist Health communicates with the communities we serve, we always speak with the humility of a healing ministry. A servant heart is at the center of everything we do, and our work is rooted in the belief that respect, compassion and faith are essential components of wellness. It’s with this in mind that we communicate our philosophy of healing – body, mind and soul.
Instead of being focused on the accomplishments and qualifications of our hospital, Baptist Health puts an emphasis on real people and real stories that celebrate personal victories – both large and small. As Arkansas’ most capable and compassionate advocate for health and healing, we’re inspired by the wellness of our patients.
Our voice is not: Our voice is:
Focused on past successes Forward-looking Analytical Emotional
A means of proving our worth
An affirmation of our communities' worth
Our words remind our audience that life is a gift, and we can help them live it to the fullest by providing statewide access to the most capable and compassionate caregivers anywhere.
upbeat, complimentary, ready to show you a better path to wellness
Instead of: boring, robotic, out of touch with the human aspect of healthcare and healing
real, human, here to help, ready to be your guide to health
Instead of: negative, grim, blunt, boastful
experienced, confident, the voice of the largest healthcare system in Arkansas
Instead of: intimidating, bragging, preachy, overbearing
positive, encouraging, finding strength in the stories and outcomes of others
Instead of: doubtful, pessimistic, lacking in enthusiasm
active, approachable, inviting, makes all Arkansans part of the conversation
Instead of: comedic, harsh, scary, condescending
For more than 100 years, Baptist Health has delivered all our best in health care through Christian compassion and innovative services.
Baptist Health began in 1921 as an extension of the Arkansas Baptist State Convention with a single hospital in downtown Little Rock. Today, Baptist Health is Arkansas’ most comprehensive health care system with more than 250 points of access. It is also the largest private not-for-profit health care organization based in Arkansas.
Baptist Health provides the best health care available with state-of-the-art technology and equipment throughout our state via 12 hospitals, family clinics, mobile health units, rural outreach programs and physician offices.
The health care system is the third-largest source of private sector employment in the state – behind only Walmart and Tyson Foods. Approximately 11,000 employees and 1,500 physicians with active and consulting privileges are dedicated to enriching and prolonging human life by delivering patient-centered care with Christian compassion and personal concern. Baptist Health has been the first in the state in many areas including the first to perform open-heart surgery and the first to perform a heart transplant.
Baptist Health’s points of access include:
• Baptist Health Medical Center-Arkadelphia, a 25-bed critical access care hospital
• Baptist Health Medical Center-Conway, a 111-bed acute care hospital
• Baptist Health Medical Center-Drew County, a 60-bed acute care hospital in Monticello
• Baptist Health Extended Care Hospital, a 36-bed long-term acute care hospital located on the 10th floor of Baptist Health Medical Center-Little Rock
• Baptist Health-Fort Smith, a 492-bed acute care facility
• Baptist Health Medical Center-Heber Springs, a 25-bed critical access care hospital
• Baptist Health Medical Center-Hot Spring County, a 72-bed acute care hospital in Malvern
• Baptist Health Medical Center-Little Rock, the system’s flagship 827-bed tertiary care facility
• Baptist Health Medical Center-North Little Rock, a 225-bed acute care facility
• Baptist Health Rehabilitation Institute, the state’s largest and oldest physical medicine and rehabilitation hospital, a 120-bed facility adjacent to Baptist Health Medical Center-Little Rock
• Baptist Health Medical Center-Stuttgart, a 49-bed acute care hospital
• Baptist Health-Van Buren, a 103-bed acute care facility
Baptist Health owns and operates Parkway Village, an independent living retirement community; Parkway Heights, an intermediate nursing facility; Parkway Health Center, a skilled nursing care facility; and the Ginny and Bob Shell Alzheimer’s Center, a 32-bed facility on the campus of Parkway Village that is the state’s first freestanding center dedicated solely to Alzheimer’s patients.
Since 1921, Baptist Health’s schools have served the needs of residents throughout Arkansas and the region by providing quality, clinical-focused health care education in the areas of nursing with allied health offerings being added throughout the years. In July 2015, the schools became an official degree-conferring college and renamed Baptist Health College Little Rock. The college offers nine different programs of study and has the largest registered nursing and practical nursing programs in Arkansas.
In addition, Baptist Health owns and operates more than 100 primary care and specialty care clinics in Arkansas. The organization also operates home health care services, a health management center, a free physician referral and health information service, a stroke program, a breast center, an eye center, sleep disorder centers, a heart center, an alcohol and drug abuse treatment program, a hospice program, a pain management program, a diabetes management program, a home infusion program and outpatient therapy centers throughout Arkansas.
Baptist Health exists to provide quality, patient-centered services, promote and protect the voluntary not-for-profit health care system, provide quality health education and respond to the changing health needs of the residents of Arkansas with Christian compassion and personal concern, consistent with our charitable purpose.
Baptist Health PACE, previously known as Complete Health with PACE, is an allinclusive program for the aging population that allows them to stay in the home they love and still get the care they need. PACE understands the demands of working while still trying to care for a loved one, especially a frail or elderly parent.
Baptist Health PACE provides and coordinates all the medical care – including home care, therapies, transportation, and other services – that your loved ones need to live a healthy, safe life in their home. PACE participants receive all their health care services from a dedicated care team that includes primary care physicians, nurses, therapists, personal care aides, social workers, and other professionals who will oversee all aspects of care.
Baptist Health Community Wellness Centers are community-based partnerships with churches, founded with the primary mission of creating healthier communities among Arkansas’ uninsured, underinsured and underserved populations. Free services include health education, care coordination, immunizations, and screenings for blood pressure, cholesterol, blood sugar, and flu shots, among others. Our immunization stations are staffed by nurses and health educators, and the immunizations are offered on an annual basis. Free backpacks and school supplies are given out to kids in need. Community flu clinics are held at 23 locations, including all wellness centers and a handful of community groups. They are staffed by nurses.
A sort of “clinic on wheels,” the Mobile Health Unit brings Baptist Health into your community to provide health screenings, first-aid care and health education.
• Baptist Health is Arkansas’ most comprehensive health care organization with more than 250 points of access that include 12 hospitals; urgent care centers; a senior living community and over 100 primary and specialty care clinics in Arkansas.
• The system additionally offers a college with studies in nursing and allied health; a graduate residency program; and access to virtual care anytime, anywhere.
• Baptist Health, as the largest not-for-profit health care organization based in Arkansas, provides care to patients wherever they are through the support of approximately 11,000 employees, groundbreaking treatments, renowned physicians and community outreach programs.
• Baptist Health exists to provide quality patient-centered services, promote and protect the voluntary not-for-profit healthcare system, provide quality health education, and respond to the changing health needs of the residents of Arkansas with Christian compassion and personal concern.
• Baptist Health is more than a business – it is a healing ministry.
• As new treatments and technologies have developed, Baptist Health has remained committed to providing cutting-edge care, including:
The first psychiatric unit in a private Arkansas hospital
The state’s first open-heart surgery done in a private hospital
The first heart transplant surgery in Arkansas
The first hospital in Arkansas to perform single site robotic surgery
The state’s first total artificial heart transplant
Last Updated: Dec. 13, 2023
Arkansas Baptist reported that the new Baptist State Hospital was the only hospital in the South with a fully equipped drug store and registered pharmacist in charge.
Doctors operated on a 15-year-old girl with keratoconus (a condition that occurs when the cornea thins and bulges outward into a cone shape). It was described as one of the few operations of its kind ever performed successfully in the U.S.
The hospital’s Women’s Auxiliary established the first eye bank in Arkansas, and the hospital initiated a cornea transplant program.
Surgeons performed the state’s first “blue baby” heart surgery.
Arkansas Baptist Hospital opened its new psychiatric unit, the first such unit in a private general hospital in the state.
A team of surgeons performed the state’s first open-heart surgery in a private hospital. The seven-hour operation was the result of more than six months of preparation and training.
Arkansas Baptist Hospital opened the state’s first eye center in a private hospital –a $25,000 facility exclusively for surgical and other treatments of eye diseases.
Baptist Medical Center began operating the only Level II Trauma Center in Arkansas.
Baptist Medical Center’s transplant program began when Dr. Everett Tucker and Dr. Robert Casali harvested a mother’s kidney and transplanted it into her daughter.
Dr. Craig Kuykendall and Dr. John Ransom performed the first heart transplant in the state using a heart har- vested by Dr. Bill Fiser from a 10-year-old boy. The recipient went home five weeks after the successful operation.
Baptist Health Memorial Medical Center in North Little Rock was the first hospital in the western hemisphere to implant a new pain relief device—the Synergy Neurostimulation System—for chronic back-pain sufferers.
Baptist Health Medical Center-Little Rock became the first hospital in the state to offer Radiofrequency Interstitial Tissue Ablation, a new liver tumor treatment.
Baptist Health launched a new eICU care program – the first use of a system to monitor ICU patients remotely 24/7 in the region.
Baptist Health Medical Center-Little Rock added cutting-edge technology by purchasing the da Vinci Surgical System, a robotic surgical tool to assist surgeons in cardiac, prostate, and gastric bypass procedures.
Baptist Health Medical Center-Little Rock performed the state’s first single-site robotic surgery using an incision of less than one inch to remove a patient’s gall bladder in less than 30 minutes.
Baptist Health became the first system in the state to offer clot vacuuming (AngioVac) to remove blood clots in the blood vessels leading to the heart.
The Baptist Health Center for Clinical Research oversaw the first Cytori Cell Therapy procedure in the U.S. to treat patients with scleroderma. The procedure had been performed only 12 times previously, all in Europe.
Baptist Health Medical Center-Little Rock implanted the state’s first Total Artificial Heart on a 21-year-old man.
Neurosurgeons at Baptist Health perform the first robotically-assisted minimally invasive spine surgery in Arkansas using the Mazor X Robotic Guidance Platform.
Baptist Health was the first in central Arkansas to offer robotic-arm assisted total knee, partial knee, and total hip replacement with Stryker’s Mako System.
Baptist Health Medical Center-Conway became the first hospital in Arkansas to utilize the Stryker Pivot Guardian Distraction System for hip surgery.
Baptist Health Medical Center-Little Rock became the first hospital in the U.S. to adopt the EleGARD Patient Positioning System for CPR.
Baptist Health Medical Center-Conway was the first hospital in the state to offer the Inspire device – innovative technology for patients with Obstructive Sleep Apnea (OSA) that removes the burdens of a sleep mask or hose.
Baptist Health becomes the first in Arkansas to offer Aquablation therapy for the treatment of lower urinary tract symptoms due to an enlarged prostate.
Branding is the expression of the essential truth of an organization. What people see, hear and experience over time leads to a relationship between customer and provider. Through clear and consistent use of the brand assets in this guide, we can use communications and advertising as an important tool in ensuring that relationship is strong.
Tier 1 logos consist of the Baptist Health "Swiss Cross" in a signature green band and a custom-rendered logotype that cannot be duplicated by typesetting. Entity names and locations have a prescribed placement and size in relation to the Tier 1 logo, and should not be altered in any way from this guide.
Tier 1 logos can only be developed in cooperation with Baptist Health Marketing and Communications. No attempts should be made to restructure, redraw or in any other way alter the signatures (except the leftward extension of the symbol band). Logos must always be reproduced from approved, one-piece artwork provided by Marketing and Communications. Maintaing the integrity of the logo is paramount. In every exposure, we must display the logo in the constistent and professional manner. Additional factors to consider include colors, backgrounds, maintenance of the area of isolation and quality of reproduction.
space refers to the area around the logo to be kept clear of other artwork or typography. Guidelines below represent the minimum allowed; more generous space is preferred.
Special care must be taken to maintain adequate contrast when printing the signature over photography, illustrations or otherwise visually varied backgrounds.
Below are examples of common logo violations. Such violations must be avoided at all times. The list is by no means exhaustive. If there are any questions or doubts regarding a particular signature application, contact the Marketing and Communication department.
DO NOT distort the logo.
DO NOT modify shapes of symbol band beyond standards.
Incorrect logo usage examples
DO NOT fill symbol cross with color.
DO NOT realign symbol band and logotype.
DO NOT allow background colors to fill in the symbol cross.
DO NOT switch approved brand colors.
At we are here for you, for life.
DO NOT use the logo in a phrase, sentence or any kind of text such as a URL. Baptist Health may only be used in headlines and content as text only.
DO NOT use logotype only.
DO NOT use colors other than approved brand colors.
DO NOT use an out-of-date version of the logo.
DO NOT typeset "Baptist Health."
DO NOT place logo over distracting patterns.
DO NOT add elements to the logo.
DO NOT replace elements of the logo with other graphics/images.
Seasonal exceptions can only be created by Communications & Marketing for limited use.
Tier 2 logos consist of the Baptist Health "Swiss Cross" in a signature green brand and a custom-rendered logotype that cannot be duplicated by typesetting. Entity names and locations have a prescribed placement and size in relation to the Tier 2 logo, and should not be altered in any way from this guide.
Tier 2 logos can only be developed in cooperation with Baptist Health Marketing and Communications. No attempts should be made to restructure, redraw or in any other way alter the signatures. Logos must always be reproduced from approved, one-piece artwork provided by Marketing and Communications.
Special care must be taken to maintain adequate contrast when printing the signature over photography, illustrations or otherwise visually varied backgrounds. Primary Logo – Tier 2 continued
To support the substantial investment we have made in building our brand over the years, entities that are within tier 1 or 2 may not deviate from proper logo usage for any reason.
Additional tier 1 and 2 logos can only be developed in cooperation with Baptist Health Marketing and Communications. No attempts should be made to restructure, redraw or in any other way alter the signatures. Logos must always be reproduced from approved, onepiece artwork provided by Marketing and Communications.
Marketing and Communications must approve the following for all Tier 1 & 2 entities:
• Marketing
• Advertising
• Public relations
• Video production
• Digital media
• Events
• Signage
• T-shirts
North Little Rock
The Baptist Health Swiss Cross is considered an exclusive brand element, and in rare occasions may be used only with prior approval from Marketing & Communications, and never as the sole branding element in communications.
Work with Marketing and Communications to render the Swiss Cross in physical applications like signage and wall art.
In 1984, the Baptist Health Board adopted the current Baptist Health Medical System logo. This logo features a circle in the middle of a Swiss Cross, which is formed by human figures with outstretched, interlocking arms.
This logo contains both surface level and deeper meanings. An internationally recognized symbol for medical care, the Swiss Cross highlights our fundamental purpose of treating those who are sick or injured, while the figures speak to our focus on people, and investment in the health of each individual in our community.
The outstretched, interlocking arms symbolize the way we embrace all people with Christian compassion, regardless of ethnicity, religion, national heritage or social status. They also depict our goal of wholeness and wellness for all.
Together, each of these components tell the greater Baptist Health brand story, portraying that while the system is made of many services, providers, employees and locations, we are one, unified force for a healthier, happier community.
Clear
Clear space refers to the area around the logo to be kept clear of other artwork or typography. Guidelines below represent the minimum allowed; more generous space is preferred.
In order to preserve the integrity and rich history of the Baptist Health Swiss Cross, no modifications to the design (color, shape, etc.) are permitted.
Incorrect Swiss Cross usage examples
Do not change the colors.
DO NOT change the colors of the Swiss Cross.
Do not change the colors.
Do not change fade the Swiss Cross
Do not change the colors. Do not change fade the Swiss Cross
Do not change the colors.
Do not change the colors.
Do not change the placement of the Swiss Cross
Do not change the placement of the Swiss Cross
Do not change the colors.
Do not change the colors. Do not change fade the Swiss Cross
Do not change fade the Swiss Cross
not change fade the Swiss Cross
Do not change the colors.
Do not change the placement of the Swiss Cross
Do not change the placement of the Swiss Cross
Do not change the placement of the Swiss Cross
DO NOT change the placement of the Swiss Cross.
Do not change the placement of the Swiss Cross
Do not change the placement of the Swiss Cross
Do not replace or add elements to the Swiss Cross
Do not replace or add elements to the Swiss Cross
Do not replace or add elements to the Swiss Cross
Do not delete elements of the Swiss Cross to create a new image
Do not delete elements of the Swiss Cross to create a new image
Do not replace or add elements to the Swiss Cross
Do not change the placement of the Swiss Cross
Do not delete elements of the Swiss Cross to create a new image
Do not delete elements of the Swiss Cross to create a new image
Do not add text FOR YOU. FOR LIFE.
Do not add text FOR YOU. FOR LIFE.
Do not add text FOR YOU. FOR LIFE.
Do not delete elements of the Swiss Cross to create a new image
DO NOT delete elements of the Swiss Cross to create a new image.
Do not delete elements of the Swiss Cross to create a new image
Do not delete elements of the Swiss Cross to create a new image
Do not delete elements of the Swiss Cross to create a new image
Do not add text FOR YOU. FOR LIFE.
Do not add text FOR YOU. FOR LIFE.
Do not add text FOR YOU. FOR LIFE.
Do not rotate
Do not rotate
Do not rotate
Do not replace or add elements to the Swiss Cross
Do not create patterns
Do not create patterns
Do not create patterns
Do not create patterns
Do not rotate
DO NOT use gradients in the Swiss Cross.
Do not change fade the Swiss Cross
Do not change fade the Swiss Cross
Do not change fade the Swiss Cross
Do not replace or add elements to the Swiss Cross
Do not replace or add elements to the Swiss Cross
DO NOT replace or add elements to the Swiss Cross.
Do not replace or add elements to the Swiss Cross
Do not create patterns
Do not create patterns
Do not rotate
Do not rotate
Do not create patterns
DO NOT create pattern with Swiss Cross.
Do not create patterns
Do not add text FOR YOU. FOR LIFE.
DO NOT add text.
Do not add text FOR YOU. FOR LIFE.
Do not rotate
DO NOT rotate.
Do not rotate
Baptist Health's signature colors are specific shades of green and blue. We use these colors to immediately aid brand recognition in the lives of our customers, and to craft a consistent brand message over time.
A select set of supporting colors is chosen for each brand campaign. These colors are carefully chosen to enhance our signature colors and can be found in the ADVERTISING section for the current brand campaign (Page 43). Other color matches (for vinyl, awning fabric, etc.) should be chosen in collaboration with Marketing and Communications.
Typography will provide consistency and clarity to the Baptist Health brand identity system. Since typography plays a large role in the general character and appearance of communication materials, proper use is essential to establish and maintain a consistent voice across both external and internal visual communications.
Brand Font Families
Approved for digital use
Light • Regular • Medium • Semibold • Bold
Approved for digital use
Thin • Thin Italic • Light • Light Italic • Regular • Italic • Medium • Medium Italic
Semibold • Semibold Italic • Bold • Bold Italic • Extrabold • Extrabold Italic
Black • Black Italic
Logo Font Families
Semibold • Bold
This family of fonts is approved for usage only in logo applications.
Baptist Health is a large healthcare system with many access points across the state of Arkansas. By using the names of each entity, place or service within the system in a standardized way, we are able to help our audiences navigate our system and find exactly what they need.
Bold, joyful and inspiring – that's the kind of imagery that makes our brand come alive. We use upbeat imagery to captivate the strength, energy and spirit of our patients.
When shooting clinical settings, staff, machines or technology, special care should be taken to approach these subjects within the overall context of our brand voice – a healing ministry. Include people in images when possible, and only use images with good lighting and composition.
When using imagery or illustration in Baptist Health communications, only use approved, high-quality images with clear visual interest and subject matter. Anything less reflects poorly on our brand and our mission.
Any time a communication is being delivered through the use of a presentation, the look should always be a strong reflection of the Baptist Health brand. When creating a presentation, use the approved slides as the foundation for any messaging. Doing so will ensure that the brand is properly represented throughout the communication.
Consistent application of the stationery design system (signature use, page layout, typography, paper stock) strongly conveys a “one-organization” impression.
Please note that stationery standards include not only printed elements but also page layout. The correct style is illustrated on the letter and envelope below, and described in detail in the letter copy. All the specifications below should be followed precisely. It is not permitted to add product logos or printed typography to stationery. The design of new or design or existing stationery must be coordinated through the Marketing and Communications department.
Address Block - The line in the address block with features the city name and the state aligns baseline-to baseline with the Baptist Health logotype. Other lines of address information (e.g. fax numbers) can be added to the address block if necessary. The maximum length of lines is 1.5 inches. Abbreviations (other than state postal code) should be used only if necessary.
Sub-entity Name - Sub-entity names, if used are incorporated into personalizations when both sub-entities and personalizations are used on a letterhead (example B).
Personalization – The use of personalized letterhead is restricted.
The first line of personalization is positioned 2 inches from the top of the page, flush left with the address block (example B). The position title and sub-entity, if any, appear in the succeeding line(s). Position title and sub-entity name should be set on one line if possible.
Second Sheet – Second sheets have no pre-printed signatures or address blocks. Typing should begin 1 inch from the top of the page.
Address Block - a two-line return address block is preferred. If an additional line is needed, the second line of the address block should align baseline-to-baseline with the logotype.
Sub-Entity Name - Sub-entity names, if used, align baseline-tobaseline with the entity name.
All business cards feature a ¾” logo. The maximum line length for a position title, address, and phone number lines is 2 ⅛”. Abbreviations (other than state postal code and “Fax”) should not be used, except when needed to avoid violating the maximum line length.
All the specifications below should be followed precisely. All business cards must be coordinated through the Marketing and Communications department.
Robert Riser
Epic Principal Trainer Information Systems
1001 Towson Avenue
Fort Smith, AR 72901 479 441-4213 (Office) 479 441-3730 (Fax) 479 221-5928 (Cell)
E-mail: Robert.Riser@baptist-health.org
Text aligns left justified with the “B”
Robert Riser
Epic Principal Trainer Information Systems
1001 Towson Avenue
Fort Smith, AR 72901 479 441-4213 (Office) 479 441-3730 (Fax) 479 221-5928 (Cell)
E-mail: Robert.Riser@baptist-health.org
Text aligns left justified with the
Robert Riser
Epic Principal Trainer Information Systems
1001 Towson Avenue Fort Smith, AR 72901 479 441-4213 (Office) 479 441-3730 (Fax) 479 221-5928 (Cell)
E-mail: Robert.Riser@baptist-health.org
Robert Riser
Epic Principal Trainer Information Systems
1001 Towson Avenue
Fort Smith, AR 72901 479 441-4213 (Office) 479 441-3730 (Fax)
Acceptable item colors are variations of Baptist Health’s signature colors (green and blue) and supporting colors as well as neutral tones (i.e. gray, beige, white) predetermined in the ordering process. Items can be ordered in no more than two colors per item (apart from graphics/imprint). Color options are subject to availability by item.
Designs for facilities, departments or units must be chosen from a catalog/ selection of branded designs outlined by Marketing and Communications.
Custom designs are reserved only for Baptist Health-sponsored or supported events and programs. A program is generally defined as a service apart from a facility, department or unit. In those circumstances, the designs must still offer the health care system’s look and feel, and be an upstanding representation of the organization.
DO:
• Place logo on the front left
• Any message/event logo goes on the back
• Use preferred t-shirt colors
DO NOT:
• Place logo on the front right
• Use t-shirt colors in the yellow/orange/red color ranges.
All t-shirt designs including, but not limited to, graphics, text and logos must be approved by Leslie Norris, Brand Marketing Specialist, before production.
leslie.norris@baptist-health.org
Our signage system has been carefully designed to display the Baptist Health identity in a consistent, legible, and immediately recognizable manner. In addition to identifying facilities and directing traffic, well-designed and positioned signage conveys a sense of quality, reliability, and organization.
Interior Lobby Signs
Reception area sign in architectural finish.
Reception area sign in corporate colors.
Rev. 6-95
SECONDARY IDENTIFIER
Tertiary Identifier
SECONDARY IDENTIFIER
SECONDARY IDENTIFIER
Wall-Attached Sign.
Identifies facilities which do not have proper sight lines for free-standing signage, or may be used as secondary signage at large campuses. Can be internally illuminated or non-illuminated.
SECONDARY IDENTIFIER Tertiary Identi er
Regulatory Signs.
Regulatory signs feature a wide variety of messages that conform to a family of sizes with consistent color and typography sizes and styles.
Door hours are positioned on all public access doors with the Baptist Health signature.
SECONDARY IDENTIFIER Tertiary Identi
J.A GilbreAth ConferenCe Center
Strategic partnerships enable us the opportunity to grow our brand and serve our communities in new and exciting ways. Co-branding is the graphic representation of those partnerships in marketing and other client-facing applications. This section should help you understand where these co-branded entities fit within the Baptist Health identity system.
Co-branding, sponsorships and joint venture logos should be developed within the Baptist Health Brand Guidelines.
Co-branding partnerships, programs, events and service lines fall into one of these categories. See this section for brand guidelines pertaining to each. If you have any questions about the creation of a new entity within the Baptist Health brand universe, please contact Marketing and Communications for assistance.
This category includes most Baptist Health locations and service lines.
SECONDARY IDENTIFIER Tertiary Identifier
of Entity
This category represents partnerships in which Baptist Health and the partner brand contain equal marketing value and contribute equal resources.
This category includes services, programs or events supported by Baptist Health. This supporting role means the Baptist Health logo can be represented as visually secondary.
This category represents situations where Baptist Health is one of multiple supporting brands.
To make marketing partnerships as clear as possible to the audiences of both brands, it is important to establish guidelines for how the two logos appear together on communication materials. The resulting visual relationship should give equal visual prominence to both brands. The co-branding examples on this page are a suggested place to start, but in many cases, a 50/50 visual relationship will be achieved by observation rather than strict measurements. This is due to variations in typography, color and shape.
Partner brands should work with Marketing and Communications to create a block lock-up that satisfies their own brand standards.
Co-branding horizontal
Co-branding stacked
Co-branding type only
These represent entities, events or causes supported by Baptist Health. This supporting role is represented visually by the size and placement of the logo. Marketing and Communications can advise you on how to include a Baptist Health endorsement mark on your materials.
Endorsed brands can include separate companies, programs, or events that contain more marketing value than the Baptist Health logo. In these instances, the Baptist Health logo can be visually smaller than the partner brand. See next page for examples.
Endorsement logos (Do not always require identifying text like the examples below)
Examples
Sponsored by
Sponsored by
Services provided by
Services provided by
Affiliated with
When not used as a logo lock-up, Baptist Health endorsement logos are to be used at or near the end of a piece of communication. However, guidelines regarding clear space and minimum sizes on previous pages of this guide must continue to be observed.
Image or color fill area
When the Baptist Health logo is present within a group of sponsors, the sizes of each may need to be adjusted to achieve equal visual presence. Please provide partners and vendors with only highresolution files: EPS (vector) files for print, signage and apparel; and JPG (raster) files for digital and screen applications.
Sponsorship groupings:
Even when the Baptist Health logo is not present, some additional entities are so closely associated with the Baptist Health Brand that their logos and marketing materials must be reviewed by Marketing and Communications to ensure that they complement existing brand standards.
Examples
Advertising communicates our mission, vision and values to the community. From stories and pictures to typefaces and t-shirts, we use every medium as a message to share our healing ministry and the lives it has touched. Our brand celebrates the strength of our patients while inspiring each person to pursue their fullest, healthiest lives.
Healthcare is evolving at an unprecedented speed, and more than ever, patients are looking for a more than a care provider – they need a partner. A partner who will be with them not just today or tomorrow, but for years and years to come. A partner who can walk with them through life’s valleys and peaks. A partner who believes their health and healing is possible. A partner who doesn’t see them as another face in the masses, but as an individual with a story to tell and a beautiful life to live. They need a partner like Baptist Health.
To sum up this idea, we’ve created the positioning line “For You. For Life.” to remind our audience of the personalized, holistic approach to care and wellness they’ll find at Baptist Health. Within all our advertising, we put the patient at the forefront – just like we do in our care.
Created in response to consumers’ increasing interest in health and wellness, the “For You. For Life.” campaign emphasizes Baptist Health’s role as a partner to our patients, their families and communities. Celebrating real patients and their stories, “For You. For Life” fosters an emotional connection with Arkansans, reminding them that Baptist Health is uniquely equipped to help them live their healthiest lives.
Through culturally relevant, empathetic messaging, “For You. For Life.” focuses the life-changing effects of holistic, personalized health care delivered by Baptist Health.
Life isn’t just about living – it’s about living well. And Baptist Health wants to be there through every step of the journey.
“We only get one life. And at Baptist Health, we want yours to be the best. Because life isn’t just about living, but living well. And we’ll be here, with all our best, for every step of your journey.”
For You. For Life. is Not: For You. For Life. is: About Hospitals About Life
Technology, Procedures Grace
Getting "Back in the swing" Going Above and Beyond
“For You. For Life." is our way of communicating our mission and celebrating the health and healing that takes place every day in our communities. When used in communications, use only the prescribed EPS (vector) or JPG (raster) artwork instead of typesetting.
“For You. For Life.” should always be used with periods after “You” and “Life.” Never omit either period or use a comma after “You.”
“For You. For Life.” should be formatted in all caps in most executions. Exceptions include video and when used in a paragraph. In those instances, “For You. For Life.” should be formatted in title case.
Under no circumstances should “You” or “Life” be formatted in all caps when “For” is formatted in title case.
All “For You. For Life.” campaign headlines follow a fill-in-the-blank “For Your ____” format. This headline style plays off our “For You. For Life.” positioning line to emphasize our purpose of enabling our patients to live their healthiest lives.
Each of these words gives a more specific example of what Baptist Health helps patients achieve and enjoy everyday through unwavering support and compassionate care.
Examples of words that may be used in the blank include but aren’t limited to:
Prominent Headline Word Font
ALL CAPS, White
"FOR YOUR" Font
Proxima Soft Medium, ALL CAPS, Pantone 354 C Green
Baptist Health's signature colors are specific shades of green and blue. We use these colors to immediately aid brand recognition in the lives of our customers, and to craft a consistent brand message over time. There is also a select set of supporting colors to aid in design, carefully chosen to enhance our signature colors. Other color matches (for vinyl, awning fabric, etc.) should be chosen in collaboration with Marketing and Communications.
Logo Colors
Supporting Colors
Colors
This campaign couples powerful photography with headlines that encourages our audience to read more about our patients’ inspiring stories.
Following a similar style to the out-of-home executions, display ads celebrate our patients’ stories through striking imagery and to-the-point headlines.
These two-way conversations with our community help us connect with those that are interested in sharing our mission. We respond to feedback and present content that is both engaging and thought provoking.
(cont.)
In addition to our more polished social assets, we also feature our incredible patient stories and share wellness information through organic style TikTok videos.
Our patients are inspiring. All “For You. For Life.” video executions celebrate their stories, along with the health, wellness and accomplishments they enjoy thanks to their own strength and care from Baptist Health.
Execution examples
In many of our video executions, oversized background supers are used behind the patient to provide their name, the service they used and a descriptor that speaks to the health challenge they overcame. Supers should remain consistent with the brand style and be a designated brand color that coordinates with the video background. Only Proxima Soft font should be used in Medium and Thin weights for the patient’s name and descriptor respectively. Service lines should be smaller in Proxima Soft Medium weight. White, Yellow and Pantone 638 Blue should be used on dark backgrounds; Pantone 2747 Blue and Pantone 513 Purple on light backgrounds.
These executions use captivating portrait photography with our brand campaign headline style to craft a message that is concise, poignant and powerful.
Execution examples
The “For You. For Life” campaign message can be adapted to fit in any environmental advertising space, from airports columns to elevator doors to portable pop-up banners.
Throughout our history, Baptist Health has always provided unparalleled access to exceptional healthcare by meeting our patients where they are. In an increasingly digital world, this commitment to patient outreach now includes our website.
A welcoming, user-friendly web presence is imperative to connecting those in our community with the care they need most. From our homepage to navigation to service line pages, we’ve used extensive research and strategy to create a website that aligns and enforces the Baptist Health brand while also furthering our mission of providing quality, patient-centered care.
The simple and intuitive design of our website ensures a seamless and user-friendly experience for visitors. With a clean layout and straightforward navigation, users can effortlessly find the information they need. The menu is logically organized, allowing quick access to key sections, and the minimalistic design eliminates unnecessary clutter, keeping the focus on essential content. Overall the site layout should be bright, welcoming, and easy to navigate.
The primary fonts for the website are Proxima Nova and Merriweather font families. Please see the "Brand Font Families" in the Typography section on page 23 of this book for more details.
Baptist Health's signature green (#00B140) and blue (#001A72) are the two primary colors used for the website. Special care should be taken when selecting colors for fonts, icons and backgrounds so that there is sufficient contrast for legibility. Please the Colors section on page 22 of this book for further color details.
Approved brand photography should be used as much as possible. When stock images are required choose captivating portrait photography with solid or indistinct backgrounds.
The global navigation is broken down into two discrete menus:
1. Primary Menu
2. Secondary Menu (also known as a Utility Menu)
The Primary Menu has six items:
1. Find a Doctor
2. Locations
3. Patients & Visitors
4. Medical Services
5. Classes & Resources
6. Find Care Now
The Secondary Menu contains the following items:
1. Site Search
2. Bill Pay
3. MyChart
4. BHealthy Blog
5. Careers
6. Contact Us
7. Language Select
The site as a whole needs to serve as a marketing tool to attract new patients, engage and encourage return visits, provide insights for improvement, allow for easy conversion tracking and provide access to patient and medical professionals outreach (via newsletter signup, contact forms, call tracking, etc.).
Following this mission, the Stone Ward and Baptist Health team conducted extensive research into current user behavior on the website as well as identified ideal user flows. By blending these research methods, we understood the crucial tasks required by our target audience:
• Finding doctors, especially by location and specialty
• Finding locations of hospitals and clinics
• Accessing patient information, such as MyChart, BillPay, and financial information
• Visiting patients of Baptist Health as a family member and/ or friend
• Understanding the medical offerings provided by Baptist Health as a new patient
• Discovering information regarding jobs and careers at Baptist Health as a medical professional
By aligning with our users’ needs, our global menus offer personalized and efficient navigation across the website—both on desktop and mobile devices.
In order to provide a framework to streamline the development and to create a cohesive, consistent user experience, all Service pages follow a templated design and structure.
1. Each page within the Services has a standardized layout and navigation. While each page follows a template, the navigation within each Service section is unique and allows for the site to scale and evolve while maintaining a standardized look and feel.
2. A large introductory hero banner sits above the fold on every page. This space allows for a unique and compelling headline as well as an eye-catching photograph, styled to match Baptist Health’s brand standards.
3. Each Service section of Baptist Health covers a lot of material, requiring several levels of pages within the site’s architecture. This internal navigation must remain consistent and simple to use as users browse many of the Service sections. Above the fold, directly below the introductory banner on every Service page, users will access a local menu bar, containing links to sub-pages within the section and drop-down menus to more content.
4. Within the above-the-fold introductory hero banner, a single, primary call to action can be added, driving users to convert via phone, form, or other important action.
The main purpose of the location pages is to help prospective and current patients gather information about their desired hospital or clinic location. This may include the phone number, the address, the hours of operation, and even the parking information.
To ensure the page prioritizes the most important information to users, we designed the location page layout with the following content required, in order of their appearance and importance:
Asset
Description
Breadcrumbs For sitemap orientation
Image(s) of Location
Title
City Name
High-impact photography of exterior building
Title of the location + “Baptist Health” label
Name of city where location resides
Department (Optional) Name of the department within the system
Phone Number
Primary phone number for location, designed in a button for maximize visibility
Address Full address with city, state, and ZIP
Parking Lot (Optional) Include link to map
Hours of Operation Days and hours per day
Get Directions
Secondary button design that opens to device map app based on Address
Announcements (Optional) Timely call-outs that should have defined end dates.
About
Describes the hospital using location descriptions, such as proximity to major landmarks or highways/interstates, as well as amenities, pre-arrival information (procedures and protocols)
Important Services List of linkable priority service pages
Comprehensive Services
List to service pages (either text only or links) that promote all the services available at this location
Frequently Asked Questions (Optional) Add as many as needed
Doctors Feed
List of doctors curated by location.
Video (Optional) Video embeds about the location.
Debbie Davis Director of Marketing
Baptist Health (501) 202-2811
debbie.davis@baptist-health.org
Lawrence Montgomery Chief Marketing Officer
Baptist Health (501) 202-1812
lawrence.montgomery@baptist-health.org