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2015 NHA BRAND & STYLE GUIDE

2015

N A T I O N A L H E A LT H C A R E E R A S S O C I A T I O N

Brand & Style Guide

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INTRODUCTION

How To Use This Book This Brand & Style Guide will inform all our communications, both internal and external. The first part of the guide specifically explains what we believe about our brand. As we create communications materials and talk to various audiences about NHA, it’s important that we tell the same, consistent story. By doing this we will create an impression of cohesiveness and focus.


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2015 NHA BRAND & STYLE GUIDE

The second part of this guide deals with brand identity elements and usage. All rules should be strictly applied to all materials, internal or external. Our goal is to create an engaging and consistent brand that reflects the energy and emotion behind our organization. Like everything we do, this guide is designed to help all of us and our customers, access a better future.

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BRAND POSITIONING 08

Positioning Statement

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One Thing

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Core Elements

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Mission Statement

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Vision Statement

BRAND VOICE 16

NHA Personified

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Who We Talk To

BRAND STORY 26

Brand Story

CREATIVE 30

Brand Signature

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Logo Versions

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Logo Clear Space

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Minimum Logo Size

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What Not To Do

42 Typography 50 Colors 54

Graphic Assets

58 Photography 64

Putting It All Together

68 Environmental Graphics 70 Website 72 Presentations 74

Email Signature

76 A Final Note 75

Get In Touch

Contact Kaitlyn Smith at Kaitlyn.Smith@nhanow.com for more information on the NHA Brand.


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Brand Positioning How we want our employees, customers and competitors to see us


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P O S I T I O N I N G S TAT E M E N T

Positioning Statement NHA’s proven results elevate and impact the lives of individuals, schools, and businesses in allied health. Our comprehensive certification and preparation resources provide our clients with access to the professional success they desire.


THE ONE THING

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The One Thing

Access a Better Future

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CORE ELEMENTS

Core Elements These words and ideas represent the foundation of our brand. Everything we do as an organization is designed around these concepts. We believe that when we deliver on these concepts, for each other and our customers, we will produce industry-leading products and services that position us as a best-in-class business.


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Access Results Meaningful Reliable

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M I S S I O N S TAT E M E N T

Mission Statement Our Mission Statement is the reason NHA exists and the most concise definition of why we do what we do.

Empowering people to access a better future.


V I S I O N S TAT E M E N T

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Vision Statement Our Vision Statement is how we accomplish our Mission. It describes what we do to empower people to access a better future.

As the industry leader, we are passionately committed to develop, advance, and advocate for the frontline healthcare worker, resulting in improved patient care.

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Brand Voice The language and tone we use when speaking about NHA


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BRAND VOICE

NHA Personified This describes the role we want to play for our customers’ businesses. It is also a reflection of how we treat each other and approach our work.

The Guidance Counselor A guidance counselor is a mentor who impacts student success as much as a teacher. They help map out the path to success by listening, inspiring, and empowering individuals along their journey.


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Characteristics that define the Guidance Counselor:

Accessible Approachable Professional Results-Driven Empowering Dependable Consistent Reliable

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W H O W E TA L K T O

How We Talk To:

Educators Our Educators have been with us from the beginning. They are the first access point for students, guiding in the classroom, sharing our vision, teaching, advocating, and encouraging students to reach for their career dreams. They need us, and we need them; they look to us for support, information, and validation that they are providing students a path that will lead to a better future. They are smart. They can hold a variety of positions including: Dean of Students, classroom educator, Directors of Health Education Divisions, Practice Administrators, and are generally seasoned professionals. NHA wants to be positioned as their support network and confidant. Beyond teaching both hard and soft skills, educators are faced with student retention, budgets, and job placement. They are inspiring, engaged, and love to see their students succeed.


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W H O W E TA L K T O

How We Talk To:

Employers With the changing landscape of healthcare, employers are faced with better understanding certification and maximizing employee efficiency and skill development. They are Doctors’ office workers, HR Directors of large practices, and hospital administrators who are driven to improve patient satisfaction and outcomes. These new metrics greatly impact how they are interacting with patients and how they staff their offices. They are faced with doing more with less –everyone in their office has to work at the top of their license. Employer customers are driven and have moved up the career ladder to the positions that they currently hold. We should talk to them like partners who understand their challenges. We know they have to produce better results with fewer resources. We want to share information with them, build trust, and, ultimately, create an advocate for the NHA brand.


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W H O W E TA L K T O

How We Talk To:

Students Our students are working towards a better future. They have made a commitment to pursuing a new career. They are often overwhelmed juggling parenthood, existing jobs, and going to school. Many of them are coming from hourly wages looking for an opportunity to have an office job with set hours, insurance, and professional pride. NHA needs to offer support, be a trusted resource, and help them feel confident in their pursuit of a new career. It is critically important they know about, and are comfortable with, our site or portal, tools, and other resources they need to pass the exam. Our job is to help them learn faster and smarter, leading to certification and, ultimately, a job.


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Our Brand Story This is the story we tell our employees and customers when they ask the question, “What does NHA mean to me?� Our brand story never changes, regardless of internal or external audience. It is a succinct description of our core beliefs and attributes we strive toward every day.


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O U R B R A N D STO RY

Our Brand Story Every day we come to work, we are creating opportunities for better futures. Whether that is by providing a path to a career for a person who wants to do more with their life, a school that wants to better engage and prepare their students, or an employer who seeks better results for their practice and patients. It comes to life in the way we approach our work, interact with each other and think about our clients. It is about connecting and empowering people to live


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their dreams ‌ to feel a sense of pride and ownership; feel accomplished and empowered. Be successful and look for opportunities to help others succeed. We provide access to personal and professional improvement – directly impacting better patient care. By providing a path for achievement, we are helping people make their career dreams come true. Schools fulfill their mission, employers work smarter and more efficiently, and patients receive the care they deserve.

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Creative The logo, colors, and visual language guidelines of NHA


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O U R B R A N D S I G N AT U R E

Our Brand Signature (Logo) This contemporary mark is designed to convey approachability and access. It intentionally moves away from the institutional brand marks currently populating the competitive landscape. We have a different approach that puts an emphasis on access and cooperation, the new mark helps us tell that story.

01 Primary Brand Signature

02 Secondary Brand Signature

Always consider this logo version first for any brand touch points. It features a gradient that helps provide depth and movement. If this color output cannot be achieved (Embroidery for example), please use the 2-color logo version.

Always consider this logo version if the primary logo version can’t be used. This full version will be used when our audience isn’t aware of what the abbreviated “NHA” stands for. If this color output cannot be achieved (Embroidery for example), please use the 2-color logo version.


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01

BRANDMARK

LO G OT Y P E

B R A N D S I G N AT U R E ( L O G O )

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LOGO VERSIONS

PRIMARY USAGE

4 & 5-Color Logo Versions At launch, we will use the primary logo version that spells out National Healthcareer Association. We are doing this to prevent confusion in the marketplace. Our desire is to eventually transition to the abbreviated version by summer of 2016.

01 Brand Signature Abbreviated

03 Brand Signature Full

This is the abbreviated mark that employs our initials rather than spelling out our full name. This is a 5-color option.

This brand signature is the transitional mark that will be used to help audiences make the association with our old brand. This is a 5-color option.

02 Brandmark This mark will only be used in specific instances, please consult with the NHA Designer if you intend to use it alone. This is a 4-color logo option.


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LOGO VERSIONS

SECONDARY USAGE

2 & 3-Color Logo Versions This logo is primarily used if the color output requires it, as described above, or if you are using the logo on a colored background. In removing the gradient, it reproduces more consistently. The same usage recommendations for the transitional logo apply to this version as well.

01 Brand Signature Abbreviated

03 Brand Signature Full

This is the abbreviated mark that employs our initials rather than spelling out our full name. This is a 3-color option.

This mark is the transitional mark that will be used to help audiences make the association with our old brand. This is a 3-color option.

02 Brandmark This mark will only be used in specific instances, please consult with the NHA Designer if you intend to use it alone.

04 Reversed On Solid Background This is how the mark should be used on a solid background. The orange represents access.


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LOGO VERSIONS

TERTIARY USAGE

One-Color Logo Versions These logo marks are for use in single color environments like B/W print. These versions are designed to accommodate any usage that demands simple, clear legibility, based on color constraints or size.

01 Brand Signature Abbreviated

03 Brand Signature Full

This is the abbreviated mark that employs our initials rather than spelling out our full name.

This mark is the transitional mark that will be used to help audiences make the association with our old brand.

02 Brandmark

04 Reversed On Solid Background

This mark will only be used in specific instances, please consult with the NHA Designer if you intend to use it alone.

This is how the mark should be used on a solid background.


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LO G O C L E A R S PAC E

Logo Clear Space We always want our logo to have a boundary of uncluttered space. This gives it prominence and prevents confusion for the audience. Regardless of usage, there should always be a minimum of empty space around the logo based on the height of the “n” in “nha”.

=


MINIMUM LOGO SIZE

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Minimum Logo Size The logo, in its various forms denoted below, should never be reproduced smaller than these recommended sizes. This helps maintain legibility and consistency. Some exceptions may apply. Contact the NHA Designer if you believe you need to use the mark in a smaller version than recommended.

1.5”

1.5”

.75”

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W H AT N O T T O D O

What Not To Do Using our mark consistently is critical in building brand recognition and affinity. It should only be used according to the guidelines outlined in this document. Some examples of incorrect usage are as follows:

01 Don’t Use A Secondary Color

04 No Drop Shadows

For brand consistency, there should never be a secondary color used within the mark.

Don’t EVER do this, it always ends badly.

02 Don’t Move The Brandmark

05 Bad Color Combo

The brandmark has been designed to balance the logotype with its placement.

Don’t put the logo over a yucky color choice; please use a color in our family.

03 Don’t Rotate

06 Can’t Stretch

The mark needs to feel balanced, not like it is going to fall over at any second.

Please don’t hurt the mark by stretching, it shouldn’t look like it’s in pain.


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T Y P O G R A P H Y, P R I N T

Typography, Print Another critical component to brand recognition is consistency in font usage. All marketing materials should follow these standards. The headline font closely matches the font used in the logo mark. The body copy font was chosen for its legibility and compatibility with the logotype.

01 Headline Gotham Rounded Light This typeface relates directly to the “nha� logo type with its rounded edges and modern feel. 02 Body Copy Gotham Book This typeface is extremely legible and is a part of the Gotham type family.


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Aa Aa 01

These curved edges give the brand an approachable feel, and they are consistent with the “nha” logotype.

02

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T Y P O G R A P H Y, P R I N T

G OT H A M R O U N D E D L I G H T

Headlines

Aa

Headline Treatment Gotham Rounded Light Minimum Size Headline Treatment Gotham Rounded Light 12 pt. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


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G OT H A M B O O K

Body Copy

Aa Maximum Size Body Copy Treatment Gotham Book 14 pt. Minimum Body Copy Treatment Gotham Book 9 pt.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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T Y P O G R A P H Y, W E B

Typography, Web Web browsers have certain fonts that are universally displayed. We will use Proxima Nova for its compatibility and similarity to our print typefaces. These typefaces should be used in all email and web-based materials.

01 Headline Proxima Nova This typeface is extremely similar in form to Gotham Rounded Light. 02 Call-Outs Lexia Italic This typeface is used primarily for testimonials and call-outs in emails and web-based materials.


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01

Aa Aa 02

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T Y P O G R A P H Y, W E B

P R O X I M A N O VA L I G H T

Headline & Body Copy

Aa

Headline Treatment Proxima Nova Light 30 pt. Minimum Size Headline Treatment Proxima Nova Light 12 pt.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


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L E X I A I TA L I C

Call-Outs

Aa Maximum Size Body Copy Treatment Lexia Italic 15 pt. Minimum Body Copy Treatment Lexia Italic 11 pt.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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PRIMARY COLORS

Primary Colors The NHA palette is designed to stand out, contemporize, and differentiate us from our competition. By pairing a soothing blue with an active orange, we have a palette that is both approachable and active. Orange is an accent color and should be used sparingly and for emphasis only.

01 Blue Trust This color feels easygoing and comfortable, which makes it perfect for large floods of color. 02 Orange Access This color should be used sparingly to direct the eye and guide viewers.


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PANTONE 277

PANTONE 151

CMYK | 29 5 3 0

CMYK | 0 68 89 0

RGB | 176 214 235

RGB | 244 116 52

HEX | #B0D6EB

HEX | #F47434

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SECONDARY COLORS

Secondary Colors The secondary palette is to be used primarily as an accent like the “Color Bar� at the bottom of the page. These colors may take on additional meaning and usage in the future, however, they will always be secondary to our primary palette.

01 Yellow Empower

04 Purple Leader

This color has a lot of energy to keep our brand fresh, and it easily grabs attention.

Historically, purple has been associated with superiority and was chosen to reflect leadership.

02 Green Elevate

05 Blue Consistent

Bright green compliments our bright yellow as an appealing and visually engaging color.

Blue is a calm color that helps anchor the other colors in our vibrant palette.

03 Gray Reliable

06 Teal Guidance

Gray should be used as an anchor to support all of the colors in our palette.

Teal is easy on the eyes and supports the other colors in our palette.


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04 PANTONE 2003

PANTONE 2583

CMYK | 3 6 81 0

CMYK | 41 82 0 0

RGB | 251 226 79

RGB | 159 80 159

HEX | #FBE24F

HEX | #9F509F

02

05 PANTONE 2289

PANTONE 279

CMYK | 19 1 75 0

CMYK | 80 38 1 0

RGB | 214 223 103

RGB | 32 134 198

HEX | #D6DF67

HEX | #2086C6

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06

PANTONE 430

PANTONE 325

CMYK | 0 0 0 61

CMYK | 69 0 37 0

RGB | 126 128 131

RGB | 53 189 178

HEX | #7E8083

HEX | #35BDB2

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GRAPHIC ASSETS

Graphic Assets These elements are intended to give the brand added depth and movement. They are used to reinforce the brand elements, colors, and logo. They also provide consistency in design, which helps brand recognition and communication of our brand attributes.

01 Angled Dash

04 Arrow Overlay

07 Oversized Brandmark

Use this element as a cue or a starting point for a body of copy.

This shape is directly from the brandmark and helps create dimension and movement.

02 Active Pattern

05 Arrow Accent

This graphic asset will only be used in specific instances. Please consult with the NHA Designer if you intend to use it.

Patterns help create texture and visual interest. Use this as a background element.

The arrow denotes something critically important. Use it sparingly and only when you want the reader to really pay attention.

03 Icons These icons are primarily used to denote each certification.

06 Color Bar This element represents all of our different brand attributes and should be used at the bottom of a composition.


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GRAPHIC ASSETS IN CONTEXT

01

02

03

04


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P H OTO G R A P H Y

Photography NHA has a photography library specifically shot and selected to appeal to the student, educator, and employer audiences. In each case, photography should convey a spirit of collaboration and warmth. It’s important that we represent real-world employer and education situations to show how the NHA brand is integral to every aspect of allied health education.

Contact Kaitlyn Smith at Kaitlyn.Smith@nhanow.com to get access to our photo library.


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P U T T I N G I T A L L TO G E T H E R

Putting It All Together When all our brand elements are used together, we are able to create a distinctive look and feel that separates us from our competitors. The new NHA brand positions us as an approachable, active, authentic, and effective partner. It’s all designed to help us convey our core message of providing access to a better future for students, schools, and employers who work with NHA.


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P U T T I N G I T A L L TO G E T H E R


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P U T T I N G I T A L L TO G E T H E R

Environmental Graphics Environmental graphics are visual elements designed to reflect the overall attitude of the brand in offices, trade show booths, and other physical places. They should not include copy, but should manifest as simple visual cues using the primary palette.


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OUR WEBSITE

Our Website This is our brand design for the digital space. It incorporates our photography, iconography, and other elements to bring the brand to life online.

Contact Kaitlyn Smith at Kaitlyn.Smith@nhanow.com for more information in regards to the NHA website.


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P R E S E N TAT I O N S

Presentations When we talk to any audience, internally or externally, we want to have consistent messaging and “look & feel”. NHA has customizable templates that will allow us the flexibility to speak to different audiences, but always appear to speak with one voice.

01 Title Page

03 Charts, graphs, images

Follow the guidelines set forth in the Powerpoint template. Be sure that the headline is the largest type on the page.

Charts and graphs can’t always follow the brand guidelines, but when they can, please utilize the NHA brand color palette for consistency.

02 Section Divider This page should be used to visually cue a section change within the presention.

04 Final page, sign off This page will bookend the presentation with a treatment that is consistent with the title page.


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01

MONTH 00, 2014

Presentation Headline

02

03

Headline Headline

• Bulleted List Item No. 1 • Bulleted List Item No. 2 • Bulleted List Item No. 3

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04

Headline Donec ullamcorper nulla non metus auctor fringilla. Praesent commodo cursus magna, vel scelerisque nisl consectetur et. Cras matti.

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E M A I L S I G N AT U R E

Email Signature Every signature should be identical across NHA. Please refrain from adding extra information like: • Graphics or pictures • Quotes • Additional fonts

Kaitlyn Smith GR A PHIC DESIGNER

A R IA L R E GU LA R 19P T. A R IA L R E GU LA R 8P T.

– NATIO NA L HE A LTH C AR EE R AS SOC IAT ION 11161 Overbrook Road, Leawood, Kansas 66211 d 913-721-5632 | www.nhanow.com

ARIAL R E GU LA R 9PT. ARIAL R E GU LA R 9PT.


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G E T I N TO U C H

A Final Thought Thank you for your help in making the new brand come to life. Not only does our brand reflect how we help customers access a better future, it’s a guidepost for revolutionizing our place in the market. In many ways, our brand is our most valuable resource. Each person at NHA is a part of the brand, and by representing ourselves and our products & services in a dynamic, consistent manner, we can begin to transform how our customers view us.


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Get In Touch Kaitlyn Smith GRAPHIC DESIGNER/CREATIVE SERVICES

Kaitlyn.Smith@nhanow.com

Nadine Long DIGITAL AND SOCIAL MEDIA MARKETING MANAGER

Nadine.Long@nhanow.com

Rachel Durbin MARKETING DIRECTOR

Rachel.Durbin@nhanow.com

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CREATIVE

© 2015 NATIONAL HEALTHCAREER ASSOCIATION

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