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University of Iowa Stead Family Children’s Hospital Brand Identity Standards

Effective November 11, 2016

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Contents

At University of Iowa Stead Family Children’s Hospital, our brand

represents our long-standing traditions of excellence in patient

care, research, and education.

Branding includes consistent use of logos, colors, and

communications by all who work for, or on behalf of, UI Stead

Family Children’s Hospital. A well-developed brand embodies all

aspects of who we are as an organization.

These standards provide guidelines for the use of the UI Stead

Family Children’s Hospital name and logo, as well as templates for

use when developing materials. All pediatric-related services fall

under the umbrella of UI Stead Family Children’s Hospital.

These standards must be followed and executed in all

circumstances. If you have questions about these standards,

please contact UI Health Care Marketing and Communications at

319-356-1009.

Thank you for being part of

Changing Medicine. Changing Kids’ Lives.®

Introduction

Introduc tion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1Editorial St yle Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Gener al communication ....................................................... 2

Acronyms ................................................................................ 2

Fonts ........................................................................................ 3

Logo .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4-10Logo options, misuse ............................................................ 5

Tagline ..................................................................................... 6

E x tensions............................................................................... 7

IOWA Icons ............................................................................. 8

Logo sizing .............................................................................. 9

Clear zone ............................................................................... 9

Logo color ............................................................................... 10

Color Palet te . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11Level Icons .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12Alternate logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13Br and look and feel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14Identit y s ystem .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15Specialt y items . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16Philanthropy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

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Editorial Style Guide

General Communication• In any communication, the first reference must always be

fully spelled out as University of Iowa Stead Family Children’s

Hospital. All secondary references in the same document can

be shortened to UI Stead Family Children’s Hospital.

• Do not use “the” before University of Iowa Stead Family

Children’s Hospital. (Correct example: He received care at

University of Iowa Stead Family Children’s Hospital.)

• The Stead Family Department of Pediatrics is the official name of our

pediatrics department and must be used in full for any mention.

• Do not use periods with academic degrees, such as MD, PhD,

or RN (Correct example: Jane Smith, MD). This follows the

University of Iowa editorial standards.

Acronyms• Do not use an acronym to reference the hospital at any time. For

example, UISFCH or UICH are not to be used.

• Neonatal Intensive Care Unit should always be fully spelled out

on first reference. It can be shortened to NICU for secondary

references in the same document.

• Pediatric Intensive Care Unit should always be fully spelled out

on first reference. It can be shortened to PICU for secondary

references in the same document.

• Center for Disabilities and Development should be fully

spelled out on first reference. It can be shortened to CDD for

secondary references in the same document.

• Pediatric Specialty Clinic should always be fully spelled out

on first reference. It can be shortened to PSC to secondary

references in the same document.

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Typography

Listed on this page are the approved corporate typefaces. They

should be used in all UI Stead Family Children’s Hospital materials.

All weights and versions of the typefaces are acceptable (light,

regular, bold, italic, condensed, expanded, etc.).

Arial

Helvetica

Times

Freight Sans

Freight Sans Pro Semibold

Freight Text

Primary Typefaces

Secondary Typefaces

Additional Typeface

These are the approved primary typefaces. They should be used in

all materials if available.

These are the approved secondary typefaces. They should be used only in cases

where a primary typeface is not available, or in conjunction with the approved

primary typefaces.

Freight Sans Pro Semibold is the approved font for the University of Iowa

Stead Family Children’s Hospital logo type and tagline, “Changing Medicine. Changing Kids’ Lives.” and should only be used for that application.

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Logo

Quilt-block graphic Logotype

The symbols and words above, in this exact

arrangement, comprise the logo and must be

reproduced in its entirety.

The University of Iowa Stead Family Children’s Hospital logo works as a

single unit. Consistent use of this unit is key to a unified brand identity.

These elements must always be used together exactly as shown; the

logo must be reproduced in its entirety. Changing the proportions of

any element or omitting any part of the logo is not allowed.

Do not attempt to recreate the logo by scanning, type-setting, or

redrawing any portion. Do not create any alternate versions of this logo.

Electronic logo files are available for use on the UI Stead Family

Children’s Hospital branding and resources hub (uichildrens.org/

branding) or from UI Health Care Marketing and Communications.

Logo Elements

The UI Stead Family Children’s Hospital logo is composed of:

• the quilt block graphic

• the logotype: (Freight Sans Pro Semibold)

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Do not allow the logo to become distorted due to improper scaling.

Do not reproduce the logo in an unapproved color.

Do not reproduce the logo in an unapproved combination of colors.

Do not rearrange or recreate any of the elements of the logo.

Logo options Logo misuse

Do not reproduce the logo on a background providing inadequate contrast.

Do not scan the logo or copy it from a web site or allow poor-quality reproduction.

Incorrect reproduction of the logo damages our ability to protect

this valuable asset and is not allowed. Any items with incorrect

logos cannot be used and will need to be destroyed.

Common misuses of the logos are illustrated below.

Correct logo applications are shown below.

Full color positive Full color reverse

One-color black on white One-color black on color

Reverse Reverse on color

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• The UI Stead Family Children’s Hospital tagline is:

“Changing Medicine. Changing Kids’ Lives.®”

• The tagline may be used adjacent to the logo or as a graphic

elsewhere in the layout. The tagline may only be used, however,

when the logo is present. It may not be used independently.

• If used below the logo, the tagline must be positioned 2U

spaces from the baseline of the logo. It must be aligned with

the left edge and match the length of the logo.

• The length of the tagline may not be longer than the logo itself,

when used together.

• The tagline must include the registered trademark.

• When used with the logo, the font should be either white or

black. The word “kids’” may be represented with any color

from the approved color palette.

• When separate from the logo, the tagline may appear in any color

from the approved color palette and may be longer than the logo.

• The font for the tagline is FreightSans Pro Semibold.

Tagline

Length of tagline (Length of logo)

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Extensions identify individual departments, programs, and

services within UI Stead Family Children’s Hospital. The preferred

font for any extension is Helvetica Light. Arial is an acceptable

alternative. The typeface should not be bolded in an extension.

The extensions must be placed below the logo with a space equal

to 1U between the baseline of the logo and the top of the cap

height of the extension.

The cap height of the extension should equal the x-height of the logotype.

The extension should left-align with the logotype.

The font for the extension is Helvetica Light.

Extensions

Quilt-block symbol Logotype

Unit of Measure —“U-space”

Copy alignment axis

Baseline

X-height

Cap heightExtension

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IOWA Icons

The pictographs within the quilt blocks may be used as

independent graphics in any of the logo colors, the approved color

palette, shades of those colors, white, or black. Again, these do not

substitute for the logo, and are decorative only.

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Logo Sizing

Minimum size for high resolution (300 dpi or higher)

11/2” Logo size is determined by measuring the width of the logotype

from the left edge of the quilt block to the right edge of the

logotype. Logos must always be scaled as a unit so that the

proportional relationships are maintained.

The minimum size is illustrated to the left. Minimum size

restrictions help maintain the legibility and integrity of the logo.

Applications requiring identification smaller than the minimum logo size

may use the name in text only in one of the approved fonts.

A minimum amount of clear space must always be maintained

around the logo. This “clear zone” ensures the integrity and

legibility of the logo by allowing white space between it and other

items on the page, or the edges of the printable area.

The preferred clear zone for any logo is equal to 2U. The minimum

allowed clear zone is 1U.

U is a unit of measurement equal to the height of the letter U in

“University” for the logo being used.Minimum Clear Zone = 1U

Preferred Clear Zone = 2U

Clear Zone

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Logo color

PMS 116 PMS 7685 PMS 369 PMS 171 Black

UI Stead Family Children’s Hospital logo colors are

defined by the Pantone® Matching System (PMS) as follows:

Yellow: PMS 116Blue: PMS 7685Green: PMS 369Red: PMS 171Black

Vendors should use all reasonable efforts to match the color swatches

regardless of the reproduction method.

The reverse logo must be used when printing white ink on a

dark background.

Shown to the left are examples of how the logo should appear

when used on a background color that matches one of the four

colors in the quilt block.

A drop shadow must be used to ensure the quilt block is

identifiable on all sides.

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Color Palette

The following color palette may be used for

UI Stead Family Children’s Hospital materials. Shades of these

colors are also allowed. Strong contrast between the logo and the

background color must be maintained at all times.

For convenience, UI Health Care Marketing and Communications

has developed a series of branded templates for flyers and

brochures that utilize these elements. Those templates can be

found on the UI Stead Family Children’s Hospital branding and

resources hub page (uichildrens.org/branding).

PMS 7662 PMS 7676 PMS 7456

PMS 7685 PMS Process Blue PMS 314

PMS 3125 PMS 7473 PMS 7480

PMS 369 PMS 382 PMS 395 90%

PMS 143 PMS 171

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Level Icons

Each level in the UI Stead Family Children’s Hospital is represented

by a unique icon. These may be used as supportive graphic

elements, but not as a substitute for our logo.

Icons are used to represent services or activities that happen on

that level of the building. For example, when creating materials for

Level 12, the balloon would be the only icon that should be used.

Level 12

Level 5

Level 11

Level 4

Level 10

Level 3

Level 9

Level 2

Level 8

Level 1

Level 7

Lower Level 1

Level 6

Lower Level 2

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Alternate Logo

To accommodate electronic media, signage, and other specific

applications where the approved logo will not work, two

alternative logos haven been created. These logos are only to be

used when the preferred logo cannot be produced legibly and can

only be provided with the permission of UI Health Care Marketing

and Communications.

The only permissible use of the “quilt block” separate from the

rest of the logo is for the official social media channels for UI

Stead Family Children’s Hospital as overseen by UI Health Care

Marketing and Communications. This icon is not allowed for any

other purpose.

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Brand Look and Feel

In addition to the logo, common branding elements must be

used on all collateral pieces to further identify the UI Stead

Family Children’s Hospital brand and ensure continuity among

all materials. The look and feel of the children’s brand is fresh,

modern, and simple. The use of graphics and photographs is

allowed as long as they are relevant to the message, have active

consent forms on file, and are not excessive within a document.

Clip art images are not permissible.

In addition to the logo and tagline, these elements consist of:

• Stitching

• Color palette

• Level icons (when appropriate)

Templates are available on the UI Stead Family Children’s Hospital

branding and resource hub (uichildrens.org/branding). Once

your text is added to the template, please send to UI Health Care

Marketing and Communications for editing.

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Identity System

200 Hawkins Drive, Office #Iowa City, IA 52242

319-000-0000www.uichildrens.org

Department, Division, Service Line

200 Hawkins Drive, room no.Iowa City, IA 52242

Electronic templates are available through the

UI Stead Family Children’s Hospital branding and resources page

(uichildrens.org/branding).

Available templates include:

• Letterhead

• Envelopes

• Flyers

• Brochures

• PowerPoint slides

The letterhead and envelope templates allow for return address

customization. When customizing, use only the fonts and sizes

already created in the template. Address blocks may include the

following:

Department/clinic/service

Address, room number

City, State, ZIP code

Phone number

Fax Number

Email

UI Stead Family Children’s Hospital business card templates are

available through University of Iowa Printing Services.

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The UI Stead Family Children’s Hospital logo may be used on

specialty items and clothing. However, only UI licensed and

approved vendors may produce these items. UI Stead Family

Children’s Hospital branded apparel and specialty items may be

purchased through the online store at uichildrens.org/branding.

Always maintain clear legibility when reproducing the logo on

specialty items. Embroidery, in particular, may dictate a larger

logo size in order to maintain the integrity of the logo. Of special

concern are the details in the quilt blocks.

UI Stead Family Children’s Hospital lab coats should be ordered

through the hospital uniform shop. When placing an order,

reference on the requisition that the employee should have a

UI Stead Family Children’s Hospital lab coat.

Specialty Items

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We are grateful to the many generous individuals and

organizations who wish to raise funds on behalf of UI Stead Family

Children’s Hospital.

The University of Iowa Foundation is a nonprofit organization on

the University of Iowa campus that solicits private, tax-deductible

contributions for all areas of the university, including UI Stead

Family Children’s Hospital. The University of Iowa acknowledges

the UI Foundation as the preferred channel for private

contributions that benefit all areas of the university.

Information about promotional and financial guidelines,

including usage of the UI Stead Family Children’s Hospital logo for

fundraising, is available through the UI Foundation toolkit.

Philanthropy