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process book Research. Analyze. Sketch. Outline. Finalize. Apply.

this process book details step by step process on the redesign of health improvement program

CWU design students were assigned to undertake logo design concepts for Stanford’s new “HIP� logo. Their current logo does not fulfill its purpose and message the program is trying to convey. They wish to portray health improvement, well being. Yet establish itself as a place for fitness classes, behavioral changes, and natural remedies for better living. This book will take you through each step I used from research down to the final concept. Each page is detailed and filled with explanations on how I reached my conclusion. This book is not filled with pretty pictures and random graphics. This book is concise and accurate guide that details my entire design process for the logo. This book will show each important step that is required in any design process for any designer. It will also show the logo is intended to be utilizted.


(Current Logo) The Stanford Health Improvement Program (HIP) is a division of the Stanford Prevention Research Center, a department within the Stanford School of Medicine. Since the 1980's, HIP has worked to improve the health of the Stanford Community and communities across the nation and around the world. HIP now offers over 150 health education and fitness classes each quarter for university and hospital faculty, staff, retirees and their family members. Because of HIP's location within the School of Medicine, our health edutcation classes and individualized behavior change programs have a strong foundation in science with an emphasis on sustainable, gradual change. In addition, our experienced staff incorporates new trends into our fitness class offerings, while never sacrificing our commitment to quality instruction. Increase survivalism for cancer patients. This program is available at no cost to participants and is not a source of revenue to Stanford or the YMCA. Where We Are Now The program was first implemented in the Page Mill YMCA in January 2002. It has now expanded to eight YMCAs who are now running the program from San Jose to San Mateo. The success of the program has prompted us to make more plans for additional expansions and growth in HIP.

tWhy Living Strong Living This program fulfills the important need of the increasing number of cancer survivors who find themselves in that transitional period between completing their cancer treatment and the shift to feeling physically and emotionally strong enough to attempt to return to their normal life. The fact that the program is outside a medical facility and integrated into the community serves to emphasize that Living Strong Living Well is about health, not about disease. The positive and enthusiastic feedback that we receive from individuals who have gone through the program convinces us that this is a significant community program that fills an important, and previously un-addressed, need of cancer patients and survivors. The Health Improvement Program (HIP) has a long history of collaborating with the YMCA of the USA (Y-USA). The collaboration started in 2001 when HIP began development of a 10-month group behavior change program to be implemented in YMCAs along the West Coast. In 2002, the

program was pilot-tested in nine YMCAs. Since then, the program has been disseminated to YMCAs across the nation, as well as being implemented on the Stanford campus. This program, known as the Gulick project, is consistent with the Y-USA’s shift in philosophy and culture towards total health improvement for people who feel they need to make a lifestyle change to improve their health (“Health Seekers”). HIP continues to work with Y-USA as they continue this cultural shift as part of the Activate America® Movement. In 2006, HIP was asked by Y-USA to write a report outlining the relationship between physical inactivity and childhood obesity. The report entitled Building “Generation Play”: Addressing the Crisis of Inactivity Among America’s Children One of the recommendations included in the Stanford report, as well as in the Institute of Medicine’s “Preventing Childhood Obesity: Health in the Balance,” was to develop a tool to assess opportunities for healthy eating and active living in communities. The Y-USA, which witnessed a clear need for such a tool in its community work, initiated the creation of a community assessment tool in partnership with Stanford, Harvard, and St. Louis Universities, as well as the Centers for Disease Control and Prevention (CDC). The resulting Community Healthy Living Index is now available for use by YMCAs and their communities nationwide. A talk describing the development of the index was selected as a Plenary Presentation at the 6th annual Active Living Research Conference in San Diego in February 2009. In addition, an article describing the development of the tool was pub-

lished in Preventive Medicine magazine in May. Currently, HIP is serving as part of an expert advisory board overseeing the evaluation of the Y-USA’s larger community effort called the Healthier Communities Initiatives (HCI), which include three initiatives: Pioneering Healthier Communities (PHC), Action Communities for Health, Innovation, and EnVironmental change (ACHIEVE), and Statewide Pioneering Healthier Communities. HIP is also developing a database that catalogs the policy and environmental objectives and related outcomes to be used by communities participating in HCI to facilitate their community efforts. HIP also serves as a member of the Healthy Communities Roundtable (HCR) and Urban Innovations Initiative (UII), Y-USA’s national partnership components of the HCI to bring leading organizations together for expert advice and technical assistance in guiding community teams.

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 oncampus, 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. 25 Years of Contributing to Stanford Over the last 25 years, HIP has reached reach faculty and staff in many important ways: HIP initiated and directed efforts to ban smoking at Stanford Hospital, the football stadium and basketball stadium. HIP worked with the Faculty Club to offer heart healthy food choices, to identify those choices on the menu, and to list the calories for each item on the menu. After the 1989 earthquake, HIP brought together the HELP Center and Environmental Health and Safety to deliver

programs for the community. When stress claims became the leading cause of Workers Compensations claims in the 1990’s, HIP developed a variety of stress management classes. HIP brought bilingual screening and education programs directly to departments with less scheduling flexibility such as Operations and Maintenance (O&M), Stores, and Housing and Food Service. In response to the escalating retiree health care cost in the early 1990’s, HIP created an educational program for retirees. HIP has responded departmental requests for help with specific issues impacting health, productivity, absenteeism, and morale. HIP has been the first lecture on the agenda for the Graduate School of Business’ Summer Executive Program for over 15 years. HIP established a “model work center” and implemented a wide variety of office ergonomic programs for faculty and staff.

In 2008, HIP developed and implemented a Stretch & Flex program for the managers, administrative staff, technicians and custodians of the Stanford Student Housing Department.

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. Its purposes are to: Develop and test health promotion methods and materials. Apply these tested methods to the Stanford community in a cost-effective manner. Within the limits of HIP’s resources, attempt to be of service to surrounding communities and organizations. Aid other health promotion organizations to plan, implement, and evaluate health promotion programs and services. Conduct “translational research”, in which early research in health promotion is tested and made applicable. Collaborate as an advocate and consultant for health policy changes for population-based health improvement programs.

Serve as advisors to visiting professors and scholars who want to improve their knowledge of population-based health promotion.

collaborators? Director Wes Alles Associate Director

Joyce Hanna

Manager of Health Julie Anderson Coordinator of HLWW Lauren Ausserer Project Manager Deboarh Balfanz Communcations Manager Julie Croteau Professor of Health

John Farghuar

Data Analyst Soowon Kim Research IT Manager Haili Kowalski BeWell Wellness Advisor Jose Moreno BeWell Wellness Advisor Amanda Perez BeWell Wellness Advisor Lauren Stinson BeWell Wellness Advisor Rosalyne Tu Stanford Health Network Patty Purpur Administrative Assistant Manager of Health-Ed

Sharon Pollio

Jayna Rogers

Coordinator of EBC

Jane Rothstein

Fitness Program Manager

Jerrie Thurman

competitors? Hiruko Jenny Craig, Inc.

Snap Fitness Club One Fitness

Fitness Power Ken Preminger’s


Ftiness 101

No Excuses Personal Fitness

Fit From the Core

Ladera Oaks Fitness Club

Custom Ftiness

NorCal CrossFit

AXIS Personal Trainers

Reach Fitness

Poised Pilates & Core Training

Los Gatos Fitness

Personal Trainser of Los Altos

Supreme Court 1 Athletic Club


Snap Fitness San Jose

Core Activation Personal Training

Prime Time Athletic Club

Bally Total Fitness 24 hours Fitness Pillars Inc Sunnyvale Health & Fitness Sunnyvale Fitness

Prime Physique Boomer Fitness



Finding images to help convey an images for brainstorming sketches was the next important step. Without imagery how could I help form the shape of the logo or even begin to sketch or jot down ideas. The keywords had provided some basic ideas, “man running”, “person smoking” and so forth, however, with the importance and substantial use of the web today I was able to find imagery through google images. The photos help provide the basis of understanding more in-depth metaphors and combination of text and image to form the idea of what Stanford’s important “health Improvement Program” means.




H P the final THRE E Picking the final three choices were direct from thumbnail. Picking the best three concepts narrowed down to symbolism, concept, shape, and overall effectivity of the design, The first pick which was the surya namaska pose had the most direct meaning and symbolism behind it, as well, was the best choice in what people would remember. Making a logo memorable is just important as it’s meaning. The 2nd choice was strong, but proved to be difficult in getting people to understand what it was. Hands gathering energy. The last concept was plain and simple of a person stretching, but had emphasis, shape or unique look and meaning to it as the first choice. The last step was refine and choose a font that would not only match to the contour of the logo, but would emphasize it even more to it’s target audience.

Picking the RIGHT FONT


Exploring a multitude of types was probably the hardest out of the process in narrowing down the final logo. The placement of the font to right of the logo was the best choice. To the right it shows around a dozen different font choices, this process included 35 different fonts. The font choice was to find a font that not only matched the finesse and contour of the logo, but was bold and impressionable. This process took hours, because different fonts would be picked, kerned, tracked and then implemented, but it was until I found my choice in font that made the final step in this process completed,

Health Improvement Program Health Improvement Program

Health Improvement Program

Health Improvement Program

Health Improvement Program

Health Improvement Program

Health Improvement Program

Health Improvement Program

Health Improvement Program

Health Improvement Program

Health Improvement Program

the IDEA?

The idea behind the logo was to draw the viewer in through use of symbolism utilizing the most famous pose in yoga, “surya namaskar.” This pose is the embodiment of fitness and health improvement. The pose itself symbolizes life and health through well being, The pose itself improves all aspects of the bodies through a series of twelve steps. The twelve steps represent a clock which represents the sun, “circle of life.” Viewers gazing at the logo can understand and relate to what it emphasizes. The logo embodies Health Improvement Program in the sense that it celebrates one’s health through a series of different classes and programs. The elegant shape of the logo represents the hard work, finesse, and dedication it takes for someone to really improve their health.


the final

The final choice is picked and presented in all 3 of Stanford’s primary known identity colors. Most predominately the color looks absolutely superb in cardinal which is their primary color and which will be used all on stationary and so forth of colors. The logo looks excellent in black and white which scaled great even down to the smallest size which is on letterhead. To the right shows the process in making sure the kerning, tracking, and overall use of space was executed well.



Medical School Office Building Health Improvement Program 1265 Welch Road Stanford, CA 94305


Blake Schermer Address

Medical School Office Building Health Improvement Program 1265 Welch Road Stanford, CA 94305

Phone Fax

(650) 723-9649 (650) 498-4828

Web Email


Medical School Office Building Health Improvement Program 1265 Welch Road Stanford, CA 94305

Phone Fax

(650) 723-9649 (650) 498-4828

Web Email

Process Book.  

The book to follow the process that design Stanford's HIP logo visualization.