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Preface

Vitacare’s graphic identity system was created with the intention not to be read as words but act as visual stimuli, automatically triggering a complex series of associations. Consistent use will build the companies reputation for quality health care. The use of a standard logo and color will enhance the association of Vitacare through visual repetition.


Stationery 2.1 Business Card 2.2 Formal Letterhead 2.3 Envelopes 2.4 Informal Note Paper Digital Media 3.1 Website 3.2 iPhone Application 3.3 E-mail Signature and Format 3.4 E-mail Announcements Signage 4.1 Entrance Sign 4.2 Department Sign 4.3 Directional Sign 4.4 Way-finding System Apparel 5.1 Identification Badge 5.2 Medical Personnel Uniforms 5.3 Non Medical Personnel Uniforms

Vehicle Applications 6.1 Ambulance 6.2 Helicopter 6.3 Security Vehicle 6.4 Maintenance Vehicle 6.5 Staff Transportation Commodities 7.1 Guest Commodities

Contents

Basic Elements 1.1 Signature Elements 1.2 Descriptor Variations 1.3 Signature Proportions 1.4 Color 1.5 Primary Typography 1.6 Secondary Typography 1.7 Incorrect Usage


Basic Elements


1.1 Signature Elements

The signature is used for any company identification. Vitacare’s full signature consists of the logo, the wordmark, and the descriptor. Vitacare’s signature consists of the logo and the wordmark. All elements appear together in the same orientation. The logo appears to the left of the wordmark and the descriptor appears below the wordmark. The logo may appear by itself. However, the wordmark never appears by itself. The logo appears with the descriptor on signage and the identity badge. The wordmark uses two weights of Avenir. “Vita” appears in Avenir LT Std 95 Black and “care” appears in Avenir LT Std 85 Heavy. The wordmark is lowercase. The descriptor appears in Avenir LT Std 45 Book and is uppercase.

Signature Full Signature


1.2 Descriptor Variations

The full signature has seven different descriptor variations, Metroplex, Wellness, Guest Accommodations, Pharmacy, Nutrition, Security, and Maintenance. The descriptor variations identify each specific department within the Vitacare Metroplex. All descriptors appear in the same location and color to keep the full signature consistent.


1.3 Signature Proportions

The full signature is surrounded by a specific amount of white space. Shown are the exact proportions and placement of individual parts of the full signature.

.6x .05x .45x

3.1x

.05x .65x

.75x

2.2x

.15x .2x

.2x 1.45x

2.1x

.1x .6x

.6x

3.6x 4.8x

.6x


1.4 Color

Specific colors are used for all signature elements and applications. Each color has a specific Pantone Matching System (PMS) swatch, CMYK and RBG code. The signature appears in three colors. The wordmark appears in process black. The descriptor appears in dark blue. The top shape of the logo appears in light blue and the bottom shape appears in dark blue. For low budget printing the signature appears in grayscale. When used alone, the logo appears in one color, dark blue, or in two colors, light blue for the top shape and dark blue for the bottom shape.

Three Color

P DS 233-7

P DS 233-5

P 425

Grayscale

R 178 B 221 G 242

R 198 B 200 G 202

C 25 M0 Y 0 K 3

C0 M0 Y 0 K 25

R 103 B 161 G 198

R 147 B 149 G 152

C 60 M 25 Y 10 K 0

C0 M0 Y 0 K 50

R 35 B 31 G 32

R 35 B 31 G 32

C 0 M0 Y 0 K 100

C 0 M0 Y 0 K 100


1.5 Primary Typography

Avenir LT Std 35 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz +=)(*&^%$#@!?1234567890 Avenir LT Std 45 Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz +=)(*&^%$#@!?1234567890 Avenir LT Std 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz +=)(*&^%$#@!?1234567890 Avenir LT Std 65 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz +=)(*&^%$#@!?1234567890 Avenir LT Std 85 Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz +=)(*&^%$#@!?1234567890 Avenir LT Std 95 Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz +=)(*&^%$#@!?1234567890

Avenir LT Std is the primary type family used in the Vitacare branding system.


ITC Garamond Std Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!@#$%^&*()=+ ITC Garamond Std Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!@#$%^&*()=+ ITC Garamond Std Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!@#$%^&*()=+

1.6 Secondary Typography

ITC Garamond is the secondary type family used. All body copy on printed material, including newsletters, memos, formal letterheads, etc., appear in ITC Garamond.

ITC Garamond Std Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!@#$%^&*()=+


1.7 Incorrect Usage

This page illustrates incorrect usage of the Vitacare signature. Consistency and integrity are lost when the signature is altered. Do not stretch or compress

Do not reverse

Do not use one color

Do not rearrange parts

METROPLEX Do not use a drop shadow

Do not use unspecified typeface

Do not enclose

Do not place logo in a circle

Do not resize signature parts

Do not move logo parts


stationery


2.1 Business Card

Back .2"

1.1"

.7"

3.3" .2"

Front

.85"

2"

.3"

.85"

.95"

1.6" 3.5"

.95"

All Vitacare business cards are printed on 80 pound cover stock. The name of the employee appears at the top left, set in Avenir 95 Black. The department/title of the employee appears directly below the name, set in Avenir 55 Roman. Phone numbers, e-mail, and the address appear in the bottom left of the business card, set in Avenir 35 Light. Each appears on a separate line as shown. Vitacare’s signature appears centered on the front side of the business card.


2.2 Formal Letterhead

The formal letterhead is used for correspondence with patients, outside correspondence and formal correspondence within the Vitacare Metroplex. The signature appears in the top left corner. Below the signature appears the header, set in Avenir 55 Roman. The body text is set in Garamond Book. The footer appears at the bottom of the page, set in Avenir 95 Black, and is aligned with the body text. The logo appears in a twelve percent screen in the bottom right corner.

.5" .2" .45" Date Addressee’s Name Company Name Address City, State, Zip

1.1"

Salutation, Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

5.2"

Compliment Close,

11"

Name of sender Title CC/cc

3.25"

.3" .78"

1.83"

3.38" 8.5"

1.53"

.98"


# 10 2.3 Envelopes

.3" .35"

Two sizes of envelopes are used for materials sent on and off Vitacare’s property. The signature without the descriptor appears in the top left corner. The sender information appears below the signature aligned with the aligned under the “c� in signature. The logo appears in a twelve opacity in the bottom right corner.

1.25" 4"

1.85" .25" .4"

.8"

6.1"

1.1"

.6"

9"

.15"

Cataloge

.4" .35" .45"

8.45"

14"

4.3"

.8" .4"

1.1"

1"

3.15"

4.6" 11"

.75"


2.4 Informal Note Paper

The informal note paper is available for note taking. The logo appears in a twelve percent screen in the bottom right corner.

5.7"

8"

1.95"

.35" 3.3"

1.35" 5"

.35"


Digital media


3.1 Website

The full signature appears in the top left of the screen on Vitacare’s website home page. The logo appears as a favicon in the browser bar. The Vitacare colors are the dominant colors used on the website. The Vitacare mission statement and upcoming events are displayed in the body copy on the home page. Photographs appear in the bottom left of the screen. The photographs are engaging and reflect the hospital’s services.


3.2 iPhone Application

An iPhone application is available. The logo is incorporated as the application icon. The application makes it easy for patients to schedule appointments and employees to look at their work schedule. Other features of the Vitacare application allow the user to see upcoming events and access medical information.

Vitacare


3.3 E-mail Signature and Format

All e-mails end with a company-wide e-mail signature. The logo appears in one color. The name appears in bold below the logo. The department/title appears below the name in roman. Vitacare’s address and web address appears one space below the title. The phone and fax number appear in roman one space below the web address. The e-mail appears in roman below the phone and fax number.

John Hopkins Neurosurgeon Vitacare Metroplex 11 Continential Blvd. Suite 9 New York, NY 10048 www.vitacare.com P. 889.640.4444 F. 889.640.4424 johnhopkins@vitacare.com


New at Vitacare Technology & Fitness This messsage if for the members of Vitacare E-mail list for the Wellness Center. To discontinue this service or to send a comment or suggestion please e-mail webmail@vitacare.com

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Excepteur sint occaecat cupidatat non proidentin culpa qui officia deserunt mollit anim id

Vitacare Metroplex 11 Continential Blvd Suite 9 New York, NY 10048 www.vitacare.com

Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipisicing

3.4 E-mail Announcement

E-mail announcements are sent to all employees, patients, and involved community organizations. A generic heading appears at the top in white against the blue background. A specific heading appears in large bold type, followed by a small description. This appears in the top left grid box. The body copy appears in the middle two grid boxes, and any pictures appears in the top right grid box. Vitacare’s address and web address appear at the bottom left with the signature at the bottom right.


signage


4.1 Entrance Sign

The full signature, in three colors, appears on the entrance sign at the entrance to Vitacare’s property.

4'

METROPLEX

8'


4.2 Department Sign

Department signs are located around the exterior and interior of buildings. The signs identify the location of specific departments. The logo is enlarged with the descriptor to the right, aligned with the base of the logo. Exterior

GUEst accOmmODatiOns

Interior

1.5"

6'

GUEst accOmmODatiOns 3"

4'


4.3 Directional Sign

Exterior

Interior nUtRitiOn

nUtRitiOn

PHaRmacY WEllnEss

PHaRmacY

PaRKinG

4.5'

WEllnEss

EmERGEncY GUEst accOmmODatiOns

PaRKinG 6'

EmERGEncY 2'

GUEst accOmmODatiOns

4'

Directional signs are located around the exterior and interior of buildings. The signs identify the location of specific departments. The logo appears at the bottom left.


4.4 Way Finding System

The grounds map signs are located around the exterior and interior of buildings. The floor map is placed at the entrance of the hospital facility and throughout the facility to identify the location of specific departments. The logo appears at the bottom left aligned with the base of the descriptor.

Parking

Guest accommodations Walk way

First Floor

Second Floor

Emergency and Trauma Center, Intensive Care Unit (ICU)

Emergency and Trauma Center, Intensive Care Unit (ICU)

Surgical Suites

Surgical Suites

Cardiology Center

Cardiology Center

Radiology

Radiology

Wellness & Rehabilitation Center

Hospital

Wellness & Rehabilitation Center

Nutrition

Court yard

Allergy, Asthma, Otolaryngology (ENT), Ophthalmology

Pharmacy Psychiatry

6'

6' Parking

Maintenance Thrid Floor

Roof

Emergency and Trauma Center, Intensive Care Unit (ICU)

Helecopter Landing Pad

Surgical Suites Cardiology Center Neurology Family Doctor, Pediatrician Obstetrics, Gynecology

GROUnDs maP

4'

FlOOR maP

3'


APPAREL


5.1 Identification Badge

All employees wear the identification badge. A profile picture of the employee wearing their uniform against a neutral background is located on the bottom left side of the badge. The logo and the descriptor appear vertically on the right side. The name of the employee appears in ten point Avenir Medium. The employee’s title appears below their name in eight point Avenir Book with twelve points of leading.

Joseph William mcQuire Hotel Manager


5.2 Medical Personnel Uniforms

All nurses wear blue scrubs. Females can choose between the unisex or female outfit. The logo appears in white centered on the chest pocket of the unisex scrub outfit. The logo appears centered on the left pocket of the female outfit.


5.2 Medical Personnel Uniforms

All doctors and surgeons wear a white lab coat paired with white scrub bottoms. The logo appears in light and dark blue centered on the chest pocket of the lab coat. The lab coat should never be tucked in and should always be buttoned. Red scrubs are worn by all EMS personal. The logo appears in white centered on the left chest pocket.


5.3 Non-Medical Personnel Uniforms

All office and management employees wear a white dress shirt, buttoned up, paired with the Vitacare blue tie. The logo appears in white centered two inches from the bottom point of the tie. Black dress pants and black dress shoes are worn. The chefs and cooks wear a blue chef coat. The logo appears in white six inches down from the top shoulder seam and eight inches from the opening seam on the left chest. Black chef pants are worn with the chef coat. Aprons and black safety shoes are provided for all employees. The logo appears in white centered on the left pocket of the apron.


5.3 Non-Medical Personnel Uniforms

SECURITY

Inside and outside maintenance employees wear a tan work shirt. The logo appears in white centered on the left chest pocket. Tan cargo pants are worn. Security personal wear black pants, shirt, and jacket. The logo appears in white centered on the left chest pocket of both the shirt and jacket. The word security appears across the back of the shirt and jacket in all caps.


Vehicle applications


6.1 Ambulance AMBULANCE AMBULANCE

AMBULANCE

ECNALUBMA

The signature appears on all sides of Vitacare’s vehicles. A band of the darker Vitacare blue appears below a band of the lighter Vitacare blue. The signature is to appear above both of these bands, so while in traffic the signature can still be seen. The word ambulance is not treated like all the other descriptors because it has a greater importance, being an emergency vehicle. Ambulance appears directly below the signature in the light blue band. The bands always wrap completely around the ambulance. On the back of the ambulance the signature will appear on the doors aligned with the light blue band. The light blue band does not appear behind the signature on the doors. The word ambulance appears below the signature in the dark blue band.


6.2 Helicopter

The helicopter incorporates the same dark blue and light blue bands as the ambulance. The bands appear across the side and front of the helicopter. The signature appears on the top portion of the helicopter.


6.3 Security Vehicle

The smart cars are used by security personnel on and off Vitacare’s property. The blue bands appear on the sides of the smart car. The full signature appears on both doors. The signature appears centered on the hood.

SECURITY


maintEnancE

MAINTENANCE

6.4 Maintenance Vehicle

The blue bands appear on the sides and back of the vans. The signature will appear on the sides of the van. The signature appears centered on the hood. The signature is centered above the blue bands on the back doors. The signature appears towards the rear of the van on both sides above the blue bands.


6.5 Staff Transportation

Golf carts are used for staff transportation around Vitacare’s property. The blue bands are broken, the top of the golf cart is light blue and the bottom of the golf cart is dark blue. The signature appears on both sides below the seat and appears centered on the front of the golf cart.


commodities


7.1 Guest Commodities SHAMPOO

GUEST ACCOMODATIONS

GUEST ACCOMODATIONS

GUEST ACCOMODATIONS

The full signature appears on the side of boxes for commodities. The logo appears centered above the product name, which is treated as descriptor type, on the front of commodities. The logo appears on all of the individual items as well.

CONDITIONER

TOOTHBRUSH

BODY WASH


7.1 Guest Commodities

Free slippers are given to all the guests staying at Vitacare’s Guest Accommodations. The logo appears centered on the heel of each slipper. The signature appears on the top outside edge of each slipper. The logo appears on the bottom right of the towels.


vitacare