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process book Research. Analyze. Outline. Refine. Apply.

this process book details step by step process on the redesign of stanford’s health improvement program

CWU design students were assigned to undertake logo design concepts for Stanford’s new “HIP” logo. Their current logo does not fulfill its purpose and message the program is trying to convey. They wish to portray health Improvement and well being, yet establish itself as a place for fitness classes, behavioral changes, and natural remedies for better living. This book will take you through each step I used from research down to the final concept. Each page is detailed and filled with explanations on how I reached my final application. This book is not filled with pretty pictures and random graphics. This book is a concise and accurate guide that details my entire design process for the logo. This book will show each important step that is required in any design process for any designer.


Why Living Strong Living

(Current Logo)

The Stanford Health Improvement Program (HIP) is a division of the Stanford Prevention Research Center, a department within the Stanford School of Medicine. Since the 1980's, HIP has worked to improve the health of the Stanford Community and communities across the nation and around the world. HIP now offers over 150 health education and fitness classes each quarter for university and hospital faculty, staff, retirees and their family members. Because of HIP's location within the School of Medicine, our health education classes and individualized behavior change programs have a strong foundation in science with an emphasis on sustainable, gradual change. In addition, our experienced staff incorporates new trends into our fitness class offerings, while never sacrificing our commitment to quality instruction. Increase survivalism for cancer patients. This program is available at no cost to participants and is not a source of revenue to Stanford or the YMCA.

The program was first implemented in the Page Mill YMCA in January 2002. It has now expanded to eight YMCAs who are now running the program from San Jose to San Mateo. The success of the program has prompted us to make more plans for additional expansions and growth in HIP.

This program fulfills the important need of the increasing number of cancer survivors who find themselves in that transitional period between completing their cancer treatment and the shift to feeling physically and emotionally strong enough to attempt to return to their normal life. The fact that the program is outside a medical facility and integrated into the community serves to emphasize that Living Strong Living Well is about health, not about disease. The positive and enthusiastic feedback that we receive from individuals who have gone through the program convinces us that this is a significant community program that fills an important, and previously unaddressed, need of cancer patients and survivors. The Health Improvement Program (HIP) has a long history of collaborating with the YMCA of the USA (Y-USA). The collaboration started in 2001 when HIP began development of a 10-month group behavior change program to be implemented in YMCAs along the West Coast. In 2002, the program was pilot-tested in nine YMCAs. Since then, the program has been disseminated to YMCAs across the nation, as well as being implemented on the Stanford campus. This program, known as the Gulick project, is consistent with the Y-USA’s shift in philosophy and culture towards total health improvement for people who feel they need to make a lifestyle change to improve their health (“Health Seekers”). HIP continues to work with Y-USA as they continue this cultural shift as part of the Activate America® Movement. In 2006, HIP was asked by Y-USA to write a report outlining the relationship between physical inactivity and childhood obesity. The report entitled Building “Generation Play.”

The Y-USA, which witnessed a clear need for such a tool in its community work, initiated the creation of a community assessment tool in partnership with Stanford, Harvard, and St. Louis Universities, as well as the Centers for Disease Control and Prevention (CDC). The resulting Community Healthy Living Index is now available for use by YMCAs and their communities nationwide. A talk describing the development of the index was selected as a Plenary Presentation at the 6th annual Active Living Research Conference in San Diego in February 2009. In addition, an article describing the development of the tool was published in Preventive Medicine magazine in May. Currently, HIP is serving as part of an expert advisory board overseeing the evaluation of the Y-USA’s larger community effort called the Healthier Communities Initiatives (HCI), which include three initiatives: Pioneering Healthier Communities (PHC), Action Communities for Health, Innovation, and Environmental change (ACHIEVE), and Statewide Pioneering Healthier Communities. HIP is also developing a database that catalogs the policy and environmental objectives and related outcomes to be used by communities participating in HCI to facilitate their community efforts. HIP also serves as a member of the Healthy Communities Roundtable (HCR) and Urban Innovations Initiative (UII), Y-USA’s national partnership components of the HCI to bring leading organizations together for expert advice and technical assistance in guiding community teams.

The Health Improvement Program, more popularly referred to as HIP, began over 30 years ago with the creation the Stanford Prevention Research Center (SPRC). John W. Farquhar, M.D. received a large grant and focused his work on the health improvement of entire communities. This research established SPRC as a premier research organization. A few

years later, research was beginning to show that work site health and wellness programs could effectively impact the health of employees. Stanford President, Don Kennedy and John W. Farquhar believed the university should take advantage of its own intellectual property and created the Health Improvement Program in 1983. Since its creation, HIP has advanced the science of health promotion on-campus, in the local community, across the United States and around the world. HIP’s educational programs and materials have benefited millions of people while serving Stanford University, the Stanford Prevention Research Center, and the School of Medicine. 25 Years of Contributing to Stanford Over the last 25 years, HIP has reached reach faculty and staff in many important ways: HIP initiated and directed efforts to ban smoking at Stanford Hospital, the football stadium and basketball stadium. HIP worked with the Faculty Club to offer heart healthy food choices, to identify those choices on the menu, and to list the calories for each item on the menu. After the 1989 earthquake, HIP brought together the HELP Center and Environmental Health and Safety to deliver programs for the community. When stress claims became the leading cause of Workers Compensations claims in the 1990’s, HIP developed a variety of stress management classes. HIP brought bilingual screening and education programs directly to departments with less scheduling flexibility such as Operations and Maintenance (O&M), Stores, and Housing and Food Service. In response to the escalating retiree health care cost in the early 1990’s, HIP created an educational program for retirees.

Collaborators? Director Wes Alles Associate Director

Joyce Hanna

Manager of Health Julie Anderson Coordinator of HLWW Lauren Ausserer Project Manager Deboarh Balfanz Communcations Manager Julie Croteau Professor of Health

John Farghuar

Data Analyst Soowon Kim Research IT Manager Haili Kowalski BeWell Wellness Advisor Jose Moreno BeWell Wellness Advisor Amanda Perez BeWell Wellness Advisor Lauren Stinson BeWell Wellness Advisor Rosalyne Tu Stanford Health Network Patty Purpur Administrative Assistant Manager of Health-Ed

Sharon Pollio

Jayna Rogers

Coordinator of EBC

Jane Rothstein

Fitness Program Manager

Jerrie Thurman

Competitors? Hiruko Jenny Craig, Inc.

Snap Fitness Club One Fitness

Fitness Power Ken Preminger’s


Fitness 101

No Excuses Personal Fitness

Fit From the Core

Ladera Oaks Fitness Club

Custom Fitness

NorCal CrossFit

AXIS Personal Trainers

Reach Fitness

Poised Pilates & Core Training

Los Gatos Fitness

Personal Trainser of Los Altos

Supreme Court 1 Athletic Club


Snap Fitness San Jose

Core Activation Personal Training

Prime Time Athletic Club

Bally Total Fitness 24 hours Fitness Pillars Inc Sunnyvale Health & Fitness Sunnyvale Fitness

Prime Physique Boomer Fitness


Brain Chart-Keyterms to represent HIP chi quit smoking

yoga complexion



energy fitness






state time wholeness






metabolism athletics

Keyterms to be selected for imagrey. Enhance through google search for visionary purposes. Most relevant to HIP: quit smoking, yoga, wellness, energy, fitness, shape, fit, athletics, healthy

Finding images to help convey an images for brainstorming sketches was the next important step. Without imagery how could I help form the shape of the logo or even begin to sketch or jot down ideas? The keywords had provided some basic ideas, “man running”, “person smoking” and so forth, however, with the importance and substantial use of the web today I was able to find imagery through google images. By searching the keyframes I had narrowed down and searched through the search engine giants I was able to find imagery. The photos help provide the basis of understanding more in-depth metaphors and combination of text and image to form the idea of what Stanford’s important “Health Improvement Program” means.


Explaining the Logo

The Choice of font Optima-Demi was chosen to match the contour of the curves which represent elegance and finesse in this logo. The large kerning between the letters represent three important traits within the curriculum: Health, Improvement, and Program. Behind each trait is a long history of community, connectivity, and well-being promoted through partnerships and people who care about the well-being, health, and overall fiver of person’s self interest. Perfect spacing between all letter forms, and leading of logo and type bring this logo together in one elegant form. The curve of Optima-Demi contours to the angles of each stroke within the figure itself. The final logo has two versions. One version is HIP abbreviated and the other version is it full spelled out which was requested strictly by Stanford’s School of Medicine. The importance of the figure embodies life and health in itself. The figure is based off the surya namaskar which is the most important pose in yoga. This pose is usually done outdoors and in the sun. Stanford’s HIP program is primarily known for its outdoor fitness classes, most notably its abundance of varying fitness and behavioral classes which is done through poses such as the surya namaskar. When viewed the logo can be viewed as someone stretching, reaching for new heights in health. The logo is memorable and recognizable through it’s important symbolism, Stanford’s known cardinal read and easy to follow remembrance


Medical School Office Building Health Improvement Program 1265 Welch Road Stanford, CA 94305


Blake Schermer Address

Medical School Office Building Health Improvement Program 1265 Welch Road Stanford, CA 94305

Phone Fax

(650) 723-9649 (650) 498-4828

Web Email


Medical School Office Building Health Improvement Program 1265 Welch Road Stanford, CA 94305

Phone Fax

(650) 723-9649 (650) 498-4828

Web Email

HIP Process