Lithgow Community Private Brand Guidelines

Table of Contents Inroduction

Colour

Guideline Use & Philosophy................ 03

Colour Palette............................................. 12

Identity

Typeface

Logo...................................................................

Logo + Departments................................

Logo + Tagline.............................................

Logo Clear Space.......................................

Logo Minimum Size..................................

Colour Variations.......................................

Logo Misuses....................................................

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04 05 06 07 09 10

Primary Font................................................. 13 Alternate Font............................................. 14

Design Applications & Imagery Tiling Pattern............................................... 15 Photgraphy.................................................... 16

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Lithgow Community Private | Brand Guidelines

Guideline Use & Brand Philosophy First impresssions are everything.

Brand is more than just a logo. It reflects who we are and what we represent. Our stakeholders experience our brand through how we communicate to them – what we say, what we do and how we look.

On the following pages you will find a blueprint of the Lithgow Community Private brand and detailed instruction on how to reproduce and apply the visual identity system.

Consistency in our visual presentation is an paramount to the success of our brand. Please follow these guidelines closely to ensure the consistent treatment of the visual identity system across all of our communications.

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In today’s world, healthcare is often delivered as a series of disjointed and impersonal experiences. At Lithgow Community Private we stand for something more. Our purpose is to build connections, create an open dialogue and partner with patients in their healthcare experience.

At our very essence, we are:

Caring for Our Community’s Health The logotype is inspired by the traditional medical symbol of the cross, allowing for familiarity for and reassurance for patients, in a more open, approachable format. The symbol represents the idea of Lithgow Community Private being more than just a health service but rather all areas of the business working together to provide a helping hand for patients.

Lithgow Community Private | Brand Guidelines

Logo logo

Our parent logo is the cornerstone of our visual identity. It consists of the symbol and the wordmark and is the basis for for all other signatures in the identity system.

The logo makes a distinctive statement wherever it is used. It’s a guarantee of quality that unites our services.

In order to ensure that all of our communications convey the full integrity of the organisation, the signature is not to be altered, added to or recreated under any circumstances.

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symbol

wordmark

Lithgow Community Private | Brand Guidelines

Logo + Departments Our departments are represented with their own identifiers. Based on the parent logo, they feature the same typestyle for their wordmarks and the symbol is shared across the entire branding system.

The Logo + Department identifier can be used in communications from or about about a specific department within Lithgow Community Private.

As with all logos within the brand, these variations are not to be altered, added to or re-created under any circumstances.

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Lithgow Community Private | Brand Guidelines

Logo + Tagline

The Logo+Tagline lockup is the preferred form of tagline usage in advertising. It should not be used in conjunction with the Logo+Department lockup.

The tagline may be typeset as a headline in specific instances where it occurs along no other copy or headlines such as signage or brochures.

The tagline should be left aligned to the logo with a 2pt stroke indicating the start of the tagline. The tagline text should be set at 80% of the height of the logo text using Asap font weight bold.

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The logo+tagline lockup should preferably be aligned to the left on any given format landscape or portrait.

Lithgow Community Private | Brand Guidelines

Logo Clear Space To ensure that the logo is clearly visible in all applications, it needs to be surrounded with sufficient clear space - free of type, graphics and other elements that might cause visual clutter to maximise the recognition and impact of the identity.

To ensure the integrity and legibility of the logo lock-ups, the area directly surrounding them should be protected.

As shown at right, an area equal to the height of the height of the letter “C� is the minimum clear space required.

The clear space requirement applies to all versions of the logo without exception.

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Lithgow Community Private | Brand Guidelines

Logo Minimum Size The logo should be sized prominently in every application to ensure that the symbol is highly visible and the wordmark and department are easy to read.

40mm

110px

44mm

125px

50mm

140mm

Scale and proportion should be determined by the available spaces, aesthetics, function and visibility.

If sized too small, it risks going unnoticed or being illegible.

Please see the examples at right to determine the minimum allowable for the application.

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Lithgow Community Private | Brand Guidelines

Logo Colour Variations If the production method allows, the full-colour logo is always preferred in all application.

Full Colour

Greyscale

One-Colour Black

Reverse

The greyscale version distinguishes parts of the logo by using contrasting grey tones and should be selected only when colour reproduction is impractical owing to budget or other constraints.

The one-colour black and reverse signatures are for use only when colour reproduction is fully unavailable.

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Lithgow Community Private | Brand Guidelines

Logo Misuse Guidelines for the acceptable treatment for the logo are found throughout these guidelines.

The Lithgow Community Private symbol and wordmark (logo) should only be reproduced using files provided by Lithgow Community private.

Never change the typeface or the colours of the logo

Never rearrange the elements of the logo

Never distort the logo

Never add any effects to the logo

Never outline the logo

Never place the logo on a background that challenges its legibility

The importance of correct logo use cannot be overstated. At the right are examples of unacceptable manipulation of the logo. These treatments should be avoided at all times.

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Lithgow Community Private | Brand Guidelines

Colour Palette Primary Palette CMYK: 77 11 12 2 RGB: 4 163 201 HEX: #04A3C9 PMS: 3115 C

CMYK: 60 11 49 4 RGB: 93 166 139 HEX: #5DA68B PMS: 624 C

CMYK: 36 13 98 4 RGB: 156 179 70 HEX: #9CB346 PMS: 390 C

CMYK: 0 37 94 0 RGB: 249 168 58 HEX: #F9A83A PMS: 143 C

CMYK: 0 0 0 75 RGB: 56 56 56 HEX: #383838 PMS: Black 7 C

CMYK: 0 0 0 0 RGB: 255 255 255 255 HEX: #FFFFFF

CMYK: 0 0 0 10 RGB: 229 229 229 HEX: # E5E5E5 PMS: 7541 C

CMYK: 0 0 0 30 RGB: 177 177 177 HEX: #B1B1B1 PMS: Cool Gray 5 C

CMYK: 0 0 0 50 RGB: 124 124 124 HEX: #7C7C7C PMS: Cool Gray 9 C

Secondary Palette CMYK: 38 5 6 1 RGB: 152 202 226 HEX: #98CAE2 PMS: 3105 C

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Lithgow Community Private | Brand Guidelines

Primary Font The primary font Asap, has been carefully selected its fresh and modern appearance and excellent legibility for both print and web. Asap is a contemporary sans-serif family with subtle rounded corners. There are 4 styles: Regular, Italic, Bold and Bold Italic. This family offers a standarised character width on all styles, which means lines of text remain the same length.

This useful feature allows teh user to change type styles on-the-go without reflowing a text body.

Asap Regular is the preferred weight in most applications from headlines to subheadings, body copy, captions and more.

When setting text in a layout, you may use other weights and styles of Asap for emphasis or variety. A clear hierarchy will lead the reader effortlessly through the material. Text should always be set to maximise readability while maintaining a neat and clean appearance.

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Asap Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-+=

Asap Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-+=

Asap Italic

Asap Bold Italic

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890!@# $%^&*()-+=

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890!@# $%^&*()-+=

Lithgow Community Private | Brand Guidelines

Alternate Font When Asap is unavailable for use (for example, in Microsoft Office or for web based applications) use Trebuchet instead.

This is a standard font within Microsoft Windows and many other software packages.

Trebuchet ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-+=

Trebuchet Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-+=

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Trebuchet Italic

Trebuchet Bold Italic

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890!@# $%^&*()-+=

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890!@# $%^&*()-+=

Lithgow Community Private | Brand Guidelines

Patterns The symbol can be used as an additional asset that can be used to add depth and richness to design materials.

The symbol may be used as a pattern that can be repeated endlessly as needed to fill the space. Be careful to moderate the frequency of repeat to avoid feeling busy and the elements within the pattern should not be too small or too large.

Repeating Pattern

Additionally the symbol can be used to create a ‘scattered’ pattern effect that may be used to fill a space or add interest to design materials.

This may only use colours from the Primary and Secondary colour palettes and no two same colours may sit next to each other in the pattern.

Scattered Pattern

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Lithgow Community Private | Brand Guidelines

Photography Photography should emphasise the brands core promise of Caring for Our Community’s Health. It should reflect the well-being of patients and the dialogue between patient and caregiver.

Photography of doctors, nurses and caregivers serves to illustrate Lithgow Community Privates commitment to patients. Image selection can also focus on the individuals and community that Lithgow Community Private connects with.

Models should represent the target demographic and should be photographed in realistic situations.

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Lithgow Community Private | Brand Guidelines

prepared by the REDD Group www.redd.com.au