MAHEC Brand Book

BRANDBOOK

VISUAL IDENTITY STANDARDS FOR MOUNTAIN AREA HEALTH EDUCATION CENTER

INTRODUCTION

Our brand is more than a name or logo. It stands for the trust we earn from patients, partners, customers, and employees. This trust is an asset and should be managed properly.

We all must work together to build recognition and consistency for our brand as we continue to grow in our mission of serving the healthcare needs of Western North Carolina. It’s important that the brand maintains a consistent look and feel each and every time it’s seen. This requires strict dedication to standards. The guidelines in this brandbook will explain how our brand elements should be used.

At MAHEC, we have three interrelated but distinct brands. These brands are associated with specific functions here at MAHEC and each is supported and communicated through a visual identity that includes our name, logo graphic, font style, and specific colors.

The guidelines in this brandbook will explain how the visual elements of each brand should be used.

Use of these visual identities is managed by MAHEC’s Marketing and Communications department. If you have questions about their use, please contact Michelle Morgan at (828) 257-4442 or michelle.morgan@mahec.net.

PROPER LOGO USAGE

Our logo is the touchstone of our brand and one of our most valuable assets. We must ensure proper usage.

The preferred way to use our logos is over a white or light colored background. Every attempt should be made to do this.

If a logo must be placed on a dark background then the logo can be “knocked out” and used in white.

Please observe ample clear space around the logo to maximize visual effectiveness and don’t allow other elements, including text, to intrude into this clear space. Having a clear zone protects the legibility of the logo.

You should reproduce the logo only from authorized files obtained from Marketing and Communications.

IMPROPER LOGO USAGE The following examples demonstrate improper use of the logo.

• Do not use a low resolution version of the logo.

• Do not stretch or compress the logo disproportionately.

• Do not re-create the type or substitute another typeface.

• Do not place the logo on top of a color that clashes with the logo colors.

• Do not make the logo transparent or faded.

MAHEC

CORPORATE COLORS

COLORS

Our colors are what gives our brand personality. We’re bright, bold, and colorful!

PMS 2685

PMS 7737

CMYK 93, 100, 18, 21

CMYK 64, 15, 100, 1

RGB 49, 0, 111

RGB 107, 165, 58

HEX #31006f

HEX #6ba53a

PMS 542

PMS 7463

CMYK 61, 27, 8, 0

CMYK 100, 81, 42, 45

RGB 92, 147, 187

RGB 0, 67, 99

HEX #639ec8

HEX #1D3E55

TYPOGRAPHY

Typography is a key element to communicate a unified personality to our printed and electronic communications.

The font that should be used whenever possible is Cabin. It is available on all MAHEC computers.

The exception to using Cabin is your email signature. You should use Calibri for that as most computers on the receiving end of your emails will not have the Cabin font installed.

CABIN REGULAR Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

CABIN BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

CABIN ITALIC Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

EMAIL SIGNATURE

EMAIL SIGNATURES

An email signature is as important as any other part of our corporate identity. It adds a level of professionalism to email communications. Think of your email signature as a digital form of a business card.

Each employee should create their email signature in Outlook based on the guidelines below.

No graphic elements other than the logo are allowed in signatures. Colored or animated backgrounds are not allowed. Quotes and sayings are not allowed. The links to Facebook and Twitter are optional.

Sally Smith, RN

logo should be approximately 1 inch wide

Business Operations Coordinator MAHEC Family Health Center at Biltmore

name should be 13 pt bold Calibri in RGB 107, 165, 58

123 Hendersonville Road | Asheville, NC 28803 Phone: 828-257-4400 | Fax: 828-257-4768 sally.smith@mahec.net

remaining information should be 11 pt Calibri italic in RGB 49, 0, 111

FACEBOOK | TWITTER

logo should be approximately 1 inch wide

Jane Smith

Administrative Coordinator 125 Hendersonville Road | Asheville, NC 28803 Phone: 828-257-4440 | Fax: 828-257-4768 jane.smith@mahec.net

name should be 13 pt bold Caibri in RGB 107, 165, 58 remaining information should be 11 pt Caibri italic in RGB 92, 147, 187

FACEBOOK | TWITTER

logo should be approximately 1 inch wide

Susie Smith

CE Planner Department of Continuing Professional Development 121 Hendersonville Road | Asheville, NC 28803 Phone: 828-257-4400 | Fax: 828-257-4768 susie.smith@mahec.net FACEBOOK | TWITTER

name should be 13 pt bold Calibri in RGB 49, 0, 111 remaining information should be 11 pt Calibri italic in RGB 0, 67, 99

WHICH LOGO TO USE LOGO USAGE

USE THIS LOGO FOR:

USE THIS LOGO FOR:

All MAHEC patient care locations and patient care-related services

Our branch UNC schools located on our Biltmore Campus - School of Medicine, School of Public Health, School of Dentistry, and School of Pharmacy

All MAHEC residency and fellowship programs All MAHEC support entities like Talent Mgmt, Finance, IT, Marketing and Communications, Facilities Management, etc.

MAHEC’s Department of Research And when referring to the name of the UNC building on MAHEC’s Biltmore Campus

USE THIS LOGO FOR: All core AHEC service lines which include: Continuing Professional Developmnet (CPD) Practice Support Library Servicees Health Careers Student Services

SHARING THE LOGO WITH PARTNERS/ ORDERING ITEMS CONTAINING THE LOGO If a partner or collaborator asks you for a logo file, please contact Marketing and Communications before giving them a file. Based on the nature of the request, we will make sure they get the most appropriate file.

All MAHEC merchandise, including wearables, should be ordered through Marketing and Communications. This ensures the use of a proper vendor and ensures you get the results you want.

QUESTIONS? Michelle Morgan

Director, Marketing and Communications (828) 257-4442 | michelle.morgan@mahec.net