Transcription
Basic Identity Guidelines
Table of Contents1Introduction2Primary Signature3Clearspace and Minimum Size4Primary Colors5Signature Color Variations6Background Control7Signature Misuses8Alternate Signature Configurations9Using the Symbol Alone10Primary Typography11Signature NamingCleveland Clinic Basic Identity Guidelines2
IntroductionThese guidelines represent the foundation of theCleveland Clinic brand identity system. They areintended to provide you with the basic tools – andrules – to begin using the identity properly. It’simportant that you bear in mind the fundamentalthinking behind our identity.These guidelines are designed to accommodate all of our offerings, meeting theirneeds for creativity and flexibility, whilefulfilling our desire to have our patients,donors and other stakeholders see us asone cohesive organization.Brands are easier to develop if theyare focused and concentrated on delivering a specific value proposition. Clearorganizational relationships are synonymous with good branding.Cleveland Clinic Basic Identity GuidelinesThe Cleveland Clinic branding systemidentifies the boundaries of theCleveland Clinic brand and how oursystem of community hospital brandsshould be used.The approved branding strategy links allof our offerings with the Cleveland Clinicbrand through a combination of masterbranded and shared relationships.1
Primary SignatureThe primary Cleveland Clinic signaturefeatures the symbol and wordmark ina dedicated horizontal lockup. This isthe preferred signature variation for allbrand communications. The signatureis also our primary brand identifier. It isessential that the signature is always,in every application, applied with careand respect.The Cleveland Clinic brand identity or signatureconsists of the symbol and the proprietary wordmark“Cleveland Clinic.”Use only the approved electronicartwork. Never alter, add to or redrawthe signature in any way.Cleveland Clinic Signature: Preferred configurationSymbolWordmarkCleveland Clinic Signature: ConstructionXXX“X” is equal to 1/2 the width of one of the squaresin the symbol. The width of “X” also determinesthe space between the symbol and the wordmark aswell as the space between the words Clevelandand Clinic.Cleveland Clinic Basic Identity Guidelines2
Clearspace and Minimum SizeThe absolute minimum amount of clearspace is equalto the height and width of one of the color squares thatcomprise the symbol in the size at which the signatureis reproduced.To ensure the prominence and legibilityof the Cleveland Clinic signature, alwayssurround it with a field of clearspace.Clearspace isolates the signature fromcompeting graphic elements such astext, photography and background patterns that may divert attention from thesignature.mum size is determined by the width ofthe symbol.In printed material, the signature shouldnot be reproduced when the symbol issmaller than .25” in width.The Cleveland Clinic signature can beused in a wide variety of sizes, but whenit is sized too small, legibility is reducedand its impact is diminished. The mini-Cleveland Clinic Signature ClearspaceCleveland Clinic Signature Minimum Reproduction SizeIn printed material, the signature shouldnot be reproduced when the symbol issmaller than .25” in width.25 inchCleveland Clinic Basic Identity Guidelines3
Primary ColorsThe Cleveland Clinic signature shouldbe reproduced in full color—ClevelandClinic Blue, Green and Black—wheneverpossible. These colors are equivalentto the Pantone numbers listed below.For 4-color process printing, refer to theCMYK values shown. For on-screenapplications (video, broadcast), refer tothe RGB Video values specified.Cleveland Clinic WhitePantone 15120C/20M/0Y/1KR198/G189/B210Cleveland Clinic BluePantone 3005CMYK 100/34/0/2RGB 7/104/169Web 0/153/204The Pantone and CMYK valuesprovided can be used on both coatedand uncoated paper when printing.Although variations in color will occur,try to match the colors as closelyas possible.Cleveland Clinic BlackPantone Black 7CMYK 51/44/36/84RGB 46/45/39Web 51/51/51Cleveland Clinic GreenPantone 348CMYK 100/0/85/24RGB 0/106/58Web 0/153/51The colors shown throughout this manual have notbeen evaluated by Pantone, Inc., Please refer to thecurrent edition of the Pantone color formula guidewhen matching colors. PANTONE is a registeredtrademark of Pantone, Inc.Cleveland Clinic Basic Identity Guidelines4
Signature Color VariationsShown here are the approved color variations of thepreferred signature indicating the use and file name.When reproduction methods cannotaccommodate the use of the full-colorsignature, use the appropriate signaturevariation shown below.reverse signature. See page 6 on Background Control for more information.Positive and reverse versions areincluded so please carefully evaluate thebackground before making a selection.A general rule to keep in mind is thatbackgrounds that are approximately45% black or darker, will require aThe CMYK variation is for both digitaland offset print reproduction. RGB is foron screen viewing such as PowerPointpresentations and video where monitorresolution can support thousands or millions of colors. RGB/Websafe signaturesare for Internet and Intranet use and arecreated from a Web safe color palette.DescriptionFull-color spot (Pantone)4-color process (CMYK)RGB VideoFile NameCC S.epsCC P.epsCC V.eps, CC V.jpgDescription2-color spot (Pantone)File NameCC 2C S.epsDescription1-color spotFile NameCC 1C.eps, CC 1C.jpgDescription1-color blackFile NameCC K.eps, CC K.jpgDescriptionSpot (Pantone) reverse4-color process (CMYK) reverseRGB Video reverseFile NameCC SR.epsCC PR.epsCC VR.eps, CC VR.tifDescription1-color reverseFile NameCC R.eps, CC R.tifCleveland Clinic Basic Identity Guidelines5
Background ControlThe full-color Cleveland Clinic signatureis always best presented against a whitebackground because it provides colorswith a clean, crisp contrast.If the full-color signature appears oncolor or photographic backgrounds,there must always be sufficient contrastbetween the background and thesignature colors.If the signature is being placed ona background where the full-colorsignature will be illegible, use thereverse signature.Background misusesDo not use the full-color signature on a gradient background.Do not use the full-color signature on a background where the legibility ofthe symbol may be compromised.Cleveland Clinic Basic Identity Guidelines6
Signature MisusesIncorrect use of the Cleveland Clinicsignature can compromise its integrityand effectiveness. Shown below is asmall and by no means comprehensivesample of possible misuses.To ensure accurate and consistentreproduction of the signature, alwaysuse the approved digital artwork. Neveralter, add to or re-create the ClevelandClinic signature.Do not change the arrangement of the preferred signature lockup.Do not change the color of the wordmark or symbol.Do not outline the symbol or the wordmark.Do not violate the clearspace or place the signature within a shape.Do not re-typeset the wordmark.Do not apply a drop shadow to the signature.Do not horizontally or vertically distort the signature.Cleveland Clinic Basic Identity Guidelines7
Alternate Signature ConfigurationUse of this signature variation requires approvalfrom the Cleveland Clinic Division of Marketing.The alternate signature configurationfeatures the wordmark centeredunderneath the symbol. This relationshipshould never be altered in any way.The alternate signatures should onlybe used when a layout dictates aconstrained horizontal space or whengreater visibility for the symbol isrequired. Such uses may include sportsarenas or stadiums and merchandise orpromotional items.Use only the approved electronicartwork. Never alter, add to or re-createthe alternate signature in any way.Cleveland Clinic Signature: Alternate LockupCleveland Clinic Basic Identity Guidelines8
Using the Symbol AloneUse of this signature variation requires approvalfrom the Cleveland Clinic Division of Marketing.The Cleveland Clinic symbol can becommunications: Only the Clevelandused independently only in specializedClinic signature—symbol and word-applications. Examples include pro-mark—can be used to identify themotional items like jewelry and otherCleveland Clinic brand.specialty merchandise.Use only the approved electronicThe symbol as an independent graphicartwork.element must never be used in brandCleveland Clinic Symbol AloneSymbol Alone misusesDo not place images inside ofthe colored square.Cleveland Clinic Basic Identity GuidelinesDo not place images inside ofsquares in the symbol.Do not place typography insidethe colored squares of thesymbol.9
Primary Typography: News Gothic BoldTypography plays an integral role in ouridentity system. The primary typeface,News Gothic Bold, is a highly legible sans serif typeface. This typefaceis used to create the Cleveland Clinicwordmark and the wordmarks for thecommunity hospitals and associated descriptors used throughout the ClevelandClinic lmnopqrstuvwxyz0123456789Cleveland Clinic Basic Identity Guidelines10
Signature NamingUse this naming convention guide toselect the appropriate electronic signature for reproduction. The file formatsprovided are explained below.EPS FormatThe EPS format is for applications thatrequire high-resolution artwork forreproduction, for example, anythingthat is press-printed or for large-scaleprojects such as banners or signage.EPS signatures can be proportionallyscaled (enlarged and reduced) withoutdegradation in quality. EPS files canbe imported into or opened by pagelayout and illustration software such asQuarkXPress, Illustrator or Photoshop.JPEG and TIF FormatsJPEGs have been created for use inweb and Microsoft applications. JPEGsshould never be proportionally enlargedbeyond the size supplied as the qualitywill degrade quickly. TIF signatures aresuitable for importing into applicationssuch as Microsoft Word, Powerpointand page layout programs. TIFs can beproportionally reduced but should onlybe slightly enlarged, otherwise distortionof the signature will occur.Compatible with Mac or PCEPS, JPEG and TIF formats work onMacintosh and Windows platforms. Cleveland Clinic Basic Identity Guidelines
Cleveland Clinic Basic Identity Guidelines 2 Symbol Wordmark Cleveland Clinic Signature: Preferred confi guration The Cleveland Clinic brand identity or signature consists of the symbol and the proprietary wordmark "Cleveland Clinic." X "X" is equal to 1/2 the width of one of the squares in the symbol. The width of "X" also determines
