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FIRST PUBLISHED 2011 BY JOSEPH LO SEATTLE, WASHINGTON HTTP://JOELO.CARBONMADE.COM All right reserved. No part of this may be reprinted or reproduced or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.


INTRODUCTION

This is an academic service learning assignment where service and learning are combined in a civic engagement project for the good of the community The Stanford University Medical School is considered the most prestigious medical school in the world. Once of the school’s offerings is the Health Improvement Program, commonly known as HIP. The goal of HIP is to empower individuals and communities to strive for sustainable healthy lifestyles.


HISTORY OF H.I.P. 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 worksite 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.


Mission of H.I.P.

Project Objective

The Health Improvement Program, more popularly referred to as HIP, began in 1983 at the Stanford Prevention Research Center (SPRC). The Center was a pioneer in developing effective methods of health education and health promotion, including those for community-wide application. The Center’s founder John W. Farquhar, MD noted that these methods could be applied to help the employees of Stanford University improve their health, and with the aid of Stanford’s Benefits office, HIP was created. Since then, HIP has provided and expanded these services, primarily to Stanford employees and their families, but also to retirees, and, to a lesser extent, to surrounding communities.

Design a simplified, contemporary and politically correct logo for the Health Improvement Program. Explore the dynamics of logo design while gaining an understanding of why logos are expensive to create and continue to be the bread and butter of many design firms. Utilize your illustration & design skills that you garnered in your other art classes. Design a new logo/logotype for HIP. Create a symbol that is somehow integrated with the word HIP. The logo needs to be easily recognizable in both small and large formats. The logo must also be able to appear with and without full name. Health Improvement Program.


1.1. Research


DESIGN BRIEF QUESTIONS

HIP PROVIDES

... What three audiences will see this logo design the most often?

HIP provides its considerable expertise to a variety of local, national and international organizations. Our consulting services are available to corporations, governmental agencies, academic institutions, public health groups, not-for-profit and health care

... If there was one thing you could communicate to each audience, what would that be? ... What are the brand attributes, promises, features, benefits, and positioning statement? … What words describe the brand personality? What visuals communicate the brand personality? …Where will this logo appear most often? On what media: golf balls; billboards; business cards? … Are there any must-haves or nice-to-have items? …Who are your competitors? Who are your collaborators? …What is the budget in hours? When are presentations scheduled? …Why do you need a logo? Or, why are you changing the existing logo design? …How will you measure this logo design’s success? Smooth implementation? Awards? A change in signals? An energized staff? Other tests or benchmarks?

organizations. Our Health Promotion Model is rooted in gradual behavior change and incorporates the following: • On-line Health Risk Assessment • Return on Investment Justification • Strategic Planning Services include: • Providing a Health Risk Assessment – SHALA • A summary report on SHALA Health Education Report • Recommendations for Return on Investment • Assessment of program design, implementation and evaluation • On-line health promotion materials that can be licensed • Structured risk reduction Wellness Coaching and Behavior Change • Training for program implementation with success


IN CLASS EXERCISE


Essencial Critera/ Set Standards • Simplicity • Uniqueness • Metaphor (STORY)


1.2. Thumbnails


40 “SHARPY” THUMBNAIL


Reasearch logo and create forty black and white “SHARPY” marker thumbnails. The widest dimension of each logo is 1 inch.


1.3. Rough Comps REVERSE BLACK & WHITE

Selecting three concepts, then using Adobe Illustrator, creating a black and white logo.


H

P

H

Health Improvement Program

Health Improvement Program

H

P

H

Health Improvement Program

H

H


1.4. FINAL COMP

HIP

Health Improvement Program

HIP

HIP

Health Improvement Program

H P


HIP

Health Improvement Program

HIP


2.1 LETTERHEAD HIP

HIP

Health Improvement Program

Health Improvement Program

Phone: (650) 723-9649 Fax: (650) 498-4828 Web: hip.stanfored.edu Email: healthimprovement@stanford.edu

Medical School Office Building, 1265 Welch Road, Stanford, CA 94305-5411

HIP

HIP

Health Improvement Program

Phone: (650) 723-9649 Fax: (650) 498-4828 Web: hip.stanfored.edu Email: healthimprovement@stanford.edu

Medical School Office Building, 1265 Welch Road, Stanford, CA 94305-5411

HIP

Health Improvement Program

Medical School Office Building, 1265 Welch Road, Stanford, CA 94305-5411

Phone: (650) 723-9649 Fax: (650) 498-4828 Web: hip.stanfored.edu Email: healthimprovement@ stanford.edu

HIP

Phone: (650) 723-9649 Fax: (650) 498-4828 Web: hip.stanfored.edu Email: healthimprovement@stanford.edu

Medical School Office Building, 1265 Welch Road, Stanford, CA 94305-5411

HIP

Health Improvement Program

HIP

Health Improvement Program

Medical School Office Building, 1265 Welch Road, Stanford, CA 94305-5411

HIP Medical School Office Building, 1265 Welch Road, Stanford, CA 94305-5411


HIP

Health Improvement Program

HIP STATIONARY SYSTEM

Medical School Office Building, 1265 Welch Road, Stanford, CA 94305-5411 Phone: (650) 723-9649 Fax: (650) 498-4828 Web: hip.stanfored.edu Email: healthimprovement@stanford.edu

OBJECTIVE

HIP

Design a stationary system that HIP can use for their professional correspondence. Further explore modular layout grid systems using

HIP

Health Improvement Program

Adobe InDesign. Medical School Office Building, 1265 Welch

Road, Stanford, CA 94305-5411

Phone: (650) 723-9649 Fax: (650) 498-4828 Web: hip.stanfored.edu Email: healthimprovement@ stanford.edu

HIP

SPECIFICATIONS • 8.5” X 11” letterhead include: Stanford and HIP logos, Health Improvement Program, Medical School Office Building, 1265 Welch Road, Stanford, CA 94305-5411, Web: hip.stanfored.edu Email: healthimprovement@stanford.edu, Phone: (650) 7239649, Fax: (650) 498-4828

HIP

Health Improvement Program

Medical School Office Building, 1265 Welch Road, Stanford, CA 94305-5411

HIP

• 2” X 3.50” business card, include: Stanford and HIP logos, your name as director, and the same information that appears on the letterhead. The card can be a vertical or hotizontal format. • #10 envelope, include: Stanford and HIP logos, Health Improvement Program, Medical School Office Building 1265 Welch Road, Stanford, CA 94305-5411.


2.2 FINAL STATIONARY MOUNT SHOWCASE


HIP

Health Improvement Program Phone: (650) 723-9649 Fax: (650) 498-4828 Web: hip.stanfored.edu Email: healthimprovement@stanford.edu

HIP

HIP

Health Improvement Program

Director, Joseph Lo

HIP

Medical School Office Building, 1265 Welch Road, Stanford, CA 94305-5411

HIP

Health Improvement Program

Medical School Office Building, 1265 Welch Road, Stanford, CA 94305-5411

HIP

Medical School Office Building, 1265 Welch Road, Stanford, CA 94305-5411 Phone: (650) 723-9649 Fax: (650) 498-4828 Web: hip.stanfored.edu Email: healthimprovement@ stanford.edu


2.3 PRODUCTS CLOTH & ITEM SETS


Stanford Health Identity