Communication Guidelines 1
Table of Contents 2
Lead the Way | Table of Contents
About.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 The Mantra. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Tone of Voice. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Headlines & Body Copy.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Sign-off. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Visual Tone & Standards.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Visual Language. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Color. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Typography.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Graphics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Logo Lockup. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Photography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Contact & Questions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Back Cover
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About 4
Lead the Way | About
Lead the Way Lead the Way is our employee platform upon which our internal messaging is developed. Inspired by the more than 10,000 employees who make up the region’s academic health system, our DNA as an organization (what makes us who we are) affects everything we do: from patient care, research and collaboration to our unity as team and our ability to advance healing and reduce suffering. Through Lead the Way, we define our DNA as a system. We educate, inspire and unite our employees through thoughtful programs that promote Health and Wellness, Growth, Transformation, Awards and Recognition, and so much more.
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The Mantra 6
Lead the Way | The Mantra
Lead the Way We are the ones who go forward. Go first. Go with passion. Go with conviction. We stand together. Strive together. For health. And life. And whatever we can do to make it better. Because when we do better research, our patients get better. When we don’t give up, they get a second chance. When we go further, they can go home. We stretch our hearts and minds to the limits. Make lifesaving treatments and care our life’s work. Break down barriers to find breakthrough cures. We take this road together every day. With courage, with purpose, with vision. Because we have the will, and at UC Health, we lead the way.
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Tone of Voice 8
Lead the Way | Tone of Voice
Headlines Whether it’s a poster, newsletter, intranet or email communication, the headline approach for Lead the Way is bold, yet approachable. Whenever possible, the headlines should include language that is inclusive like: “We. Together. Us.” Examples include: We lead the way to better health. We heal with purpose. Together, we are making our community better. You care with conviction and purpose.
Body Copy Content developed under the Lead the Way umbrella should follow the UC Health brand guidelines. As with the headlines, inclusiveness is important—even when a feature may be about an individual. Finding angles that support the system as a whole, or the individuals that come together as a team, should always be a consideration. Lead the Way should inspire teamwork and unity, and communications should be geared towards showcasing those aspects of UC Health.
Sign-Off Communications should always include the UC Health | Lead the Way lock-up as a means to identify the message—one designated for employees. Follow the visual guideline section for appropriate usage of the lock-up.
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Visual Tone & Standards 10
Lead the Way | Visual Tone & Standards
Visual Language As an organization, we are patient-focused, proud, confident and passionate. Each individual within our organization is part of a greater purpose—to advance healing and reduce suffering. The visual language that speaks to our employees through Lead the Way stems from the UC Health brand. Our photography, color palette, and typography are intentionally approachable, yet bold and confident. They are a representation of our more than 10,000 employees and physicians and their drive to lead the way in academic medicine.
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Lead the Way | Visual Tone & Standards
Color Our strength and passion as an organization is highlighted by our brand color, red. Within Lead the Way communications, red is our guiding color, supported by black, sterling grey and white. Various programs that fall under Lead the Way may have a support color palette (for example Health & Wellness or Awards & Recognition), but the support color will always be secondary to the primary UC Health red.
Primary Palette
PMS 186
Black
Program Support Colors
PMS 537
Health & Wellness
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PMS 1C
Awards & Recognition
PMS 421
Lead the Way | Visual Tone & Standards
Typography Headlines Headlines are set in Myriad Pro Bold. Headlines are set in red, white or black. Body Copy Body copy is set in Minion Pro and follows the UC Health brand standards. Body copy is set in black, grey or white.
Myriad Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Minion Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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Lead the Way | Visual Tone & Standards
Graphics (Forward Arrow) A vital part of the Lead the Way visual language is our forward arrow. The forward arrow itself was inspired by the UC Health logo and is a symbol of our unity as a system and our quest to Lead the Way to better health. While this is a secondary component of the visual language, it is used as an identifier for communications that are employee focused. When using the forward arrow, please follow these guidelines.
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Lead the Way | Visual Tone & Standards
Never use the arrow as a stand-alone piece of art. The arrow should always be paired with a headline, supported by photography, over photography, or as a part of a signoff.
The forward arrow can be represented as white or red. It can be transparent (when over a photograph) but reduced to no less than 75% opacity.
Photography can be isolated within the arrow. Avoid cropping that obstructs faces.
Never “cut-off� more than 50% of the forward arrow.
Always include the forward arrow as a support element for Lead the Way visual communications.
Do not separate the two pieces of the arrow or flip it in the opposite direction.
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Lead the Way | Visual Tone & Standards
Full Color
Reverse
Logo Lockup Internal communications should include the UC Health | Lead the Way lock-up as a means to identify the message—one designated for employees. Please follow these guidelines.
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Lead the Way | Visual Tone & Standards
Always use the lockup in Lead the Way communications.
Never include the forward arrow as part of the logo lockup .
Follow UC Health logo guidelines. (Never distort, change color or alter the logo).
Do not mix or change colors in the logo.
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Photography 18
Lead the Way | Photography
Photography Whenever possible, use photography that is a representation of our employee population. There is a library of photography that captures the broad spectrum of UC Health employees, including caregivers, operators, and support services staff. If new photography or stock photography is necessary, please follow these guidelines.
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Lead the Way | Photography
Employee(s) are always the focal point of the image.
Images should include more than one person to reinforce unity. (Secondary people can be in the background and out of focus.)
Use selective focus (soft background).
Stage employees within environments, never against a blank background.
Utilize our brand color when possible through uniforms, clothing, backgrounds or props.
Keep it natural. Less posed, more journalistic and real.
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Questions? Kelly Martin Senior Director, Internal & External Communications Kelly.Martin@UCHealth.com Stevi Carr Senior Director, Brand Marketing & Creative Services Stevi.Carr@UCHealth.com
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