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
CMYK 93, 100, 18, 21
RGB 49, 0, 111
HEX #31006f
PMS 542
CMYK 61, 27, 8, 0
RGB 92, 147, 187
HEX #639ec8
PMS 7737
CMYK 64, 15, 100, 1
RGB 107, 165, 58
HEX #6ba53a
PMS 7463
CMYK 100, 81, 42, 45
RGB 0, 67, 99
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
1
CABIN BOLD
1 2 3 4 5 6 7 8 9 0
CABIN ITALIC
1 2 3 4 5 6 7 8 9 0
EMAIL SIGNATURE
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
Business Operations Coordinator
MAHEC Family Health Center at Biltmore
123 Hendersonville Road | Asheville, NC 28803
Phone: 828-257-4400 | Fax: 828-257-4768
sally.smith@mahec.net
FACEBOOK | TWITTER
logo should be approximately 1 inch wide
name should be 13 pt bold Calibri in RGB 107, 165, 58
remaining information should be 11 pt Calibri italic in RGB 49, 0, 111
Jane Smith
Administrative Coordinator
125 Hendersonville Road | Asheville, NC 28803
Phone: 828-257-4440 | Fax: 828-257-4768
jane.smith@mahec.net
FACEBOOK | TWITTER
logo should be approximately 1 inch wide 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
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
logo should be approximately 1 inch wide
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:
All MAHEC patient care locations and patient care-related services
All MAHEC residency and fellowship programs
All MAHEC support entities like Talent Mgmt, Finance, IT, Marketing and Communications, Facilities Management, etc.
USE THIS LOGO FOR:
Our branch UNC schools located on our Biltmore Campus - School of Medicine, School of Public Health, School of Dentistry, and School of Pharmacy
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
