design style guide - Labor Management Partnership

DESIGN STYLE GUIDE
The Labor Management Partnership logo
is the primary graphic element of the LMP identity. It has been designed for
application to all forms of media. There are two primary graphic elements
that compose the official identity of the Labor Management Partnership: (1)
The (L+M)P mark and (2) The tagline “The Power of Partnership.”
Our logo has been constructed so that the elements are always in a fixed size
THE LMP LOGO COMPONENTS
contents
LMP STYLE GUIDE
CONTENTS
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Purpose of the LMP Design Style Guide
THE LMP LOGO
Logo components
Clear space
Two- or four-color logo applications
One-color logo applications
GRAPHIC DESIGN ELEMENTS
Typography
Color palette
Imagery
STANDARD DESIGN APPLICATIONS
Standard 8.5”x11” brochure covers
Standard 8.5”x11” brochure inside layouts
Standard stand-alone one-page flyers
Ads
ELECTRONIC DESIGN APPLICATIONS
PowerPoint presentations
One-page flyers
SPECIAL DESIGN APPLICATIONS
Newsletters, calendars, posters
DESIGN TIPS AND TECHNICAL INFORMATION
File formats
Logo formats
Union bug
Glossary
CONTACT INFORMATION
The LMP Design Style Guide has been developed to provide guidance on
usage of the LMP logo and accompanying visual elements such as typography,
layout, and color. The LMP Design Style Guide covers basic elements and can be
those just beginning to appreciate the technical development of design.
PURPOSE
used by anyone working on printed or Web materials for the LMP, including
LMP STYLE GUIDE
PURPOSE OF THE STYLE GUIDE
We intentionally have developed an LMP style that relies upon bold type,
distinct color, staff and physician portraits, and other wide-ranging workplace images to distinguish our LMP as a rich experience rooted in our work
and in each other. Our style, rather than lulling or detracting from who we
are, is intended to intrigue with surprising images and to communicate the
dignity and respect Partnership promises us in our workplaces.
Please note that the LMP Design Style Guide is a living, evolving document, and
constructive suggestions are welcome.
Please send your suggestions to Janet.Coffman@kp.org.
The whole visible universe is but a storehouse of images
and signs to which the imagination will give a relative
place and value; it is a sort of pasture which the imagination must digest and transform.
Charles Baudelaire
(1821–1867) French poet
Our Labor Management Partnership (LMP) represents a new vision
and a new way of doing business. In Partnership, union members,
physicians, dentists, and managers are working together to solve
This formula creates the power to transform Kaiser Permanente and
transform health care in our country.
The design of our Partnership identity, our logo, distinguishes us in a
THE LMP LOGO
problems–sharing information, responsibility, and decision making.
LMP STYLE GUIDE
THE LMP LOGO
very memorable way. Figuratively, it demonstrates how separate interests
can be unified into a greater whole. It also suggests our purpose,
achieving more together than we can separately.
This award-winning Labor Management Partnership logo is the quintessential representation of a true Partnership–a literal depiction of the
abstract. Working equally in Partnership, labor and management are not
just the sum of our parts, but are exponentially raised to. . .the Power
of Partnership.
LMP STYLE GUIDE
Logo
Tag Line
THE LMP LOGO
This logo alone
represents the
Labor Management
Partnership, and
as such should not
be accompanied
by either the Kaiser
Permanente logo or
the AFL-CIO logo.
Pantone 1795
Pantone Black
C-0 M-94 Y-100 K-0
R-238 G-52 B-36
C-0 M-0 Y-0 K-100
R-19 G-15 B- 6
The Labor Management Partnership
logo is the primary graphic element of the LMP identity. It has been
designed for application to all media. There are two primary graphic
elements that compose the official identity of the Labor Management
Partnership: (1) the (L+M)P mark, and (2) the tagline “The Power of
Partnership.”
THE LMP LOGO COMPONENTS
Our logo has been constructed so the elements are in a fixed size and
alignment relationship, which should not be altered, modified, or
repositioned in any way. To ensure accuracy and consistency, it is recommended that only the artwork supplied on the CD included with
this guide be used to reproduce the logotype and logo.
LMP STYLE GUIDE
THE LMP LOGO
Clear space is the
area around the logo that must be free of other type or graphics, so
they do not interfere with the legibility or integrity of the identity.
Clear space measurements are relative and are based on the height of
the parentheses in the logo.
THE LMP LOGO CLEAR SPACE REQUIREMENTS
The dotted line
indicates the boundary of recommended
clear space that
should surround
the logo.
LMP STYLE GUIDE
THE LMP LOGO
The primary font for
the LMP logo is Mrs.
Eaves.
PMS 1795
PMS 1795
100 percent
Black
White
THE LMP LOGO IN two- OR four-COLOR APPLICATIONS The
official colors of the LMP identity are black + PMS 1795, as indicated
above. The logo may be used against a black background when necessary. In these cases the black portions of the logo become white. The
red “P”remains unchanged, or is 40 percent black in a one-color
application.
This configuration is unsuitable for photocopying or faxing. When
using reversed-out artwork for materials that will be faxed, use the
black and white version shown on the following page.
40 percent
Black
100 percent
Black
White
Any other variation
of the LMP logo
other than shown
above is not to be
used.
THE LMP LOGO
In one-color applications, the LMP logo is 100 percent black; the “P” is 60 percent black.
If the logo is reversing out of a dark background, it is all white except
for the “P”, which is 40 percent black.
THE LMP LOGO IN one-COLOR APPLICATIONS
LMP STYLE GUIDE
60 percent
Black
The logo should not be placed over dark,
patterned, or photographic backgrounds, because the background
will interfere with the legibility of the mark. Please note additional
requirements below:
THE LMP LOGO MISUSE
do not
•
•
•
•
•
•
•
•
change the size of the tagline relative to the logo;
change the typeface or colors used in the logo;
change the layout of the logo;
place the logo in a box or other shape;
add dimensional or outline effects to the logo;
stretch or distort the logo;
use a background color other than those specified in this guide; or
use the logo against a complicated pattern or photo unless it is
significantly screened back.
If you remember the shape of your spoon at lunch, it
has to be the wrong shape. The spoon and the letter
are tools; one to take food from the bowl, the other
to take information off the page….When it is a good
design, the reader has to feel comfortable because the
letter is both banal and beautiful.
10
Adrian Frutiger
(1928– ) designer and typographer
The LMP graphic design system is designed to be flexible and nonrestrictive. This affords the skilled designer many options, with the goal
that the materials, while having unity with each other, also will be able
This section provides specifications for typography, available color
palette, LMP label, and imagery. These guidelines ensure each graphic
element reinforces LMP’s identity in a clear and consistent way.
GRAPHIC DESIGN ELEMENTS
to stand alone as unique.
LMP STYLE GUIDE
GRAPHIC DESIGN ELEMENTS
11
LMP STYLE GUIDE
Mrs. Eaves Roman
GRAPHIC DESIGN ELEMENTS
Mrs. Eaves Italic
Mrs. Eaves Bold
mrs. eaves smallcaps
Mrs. Eaves is the serif
font in the system.
Serif means “feet.”
This kind of typeface
has accented “feet”
and noticeably thinner and thicker lines.
12
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()_+-=<>?:”,
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()_+-=<>?:”,
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()_+-=<>?:”,
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()_+-=<>?:”,
Typography plays an essential role in LMP’s identity
program. Using the suggested typefaces for every communication
establishes a distinctive, cohesive, and memorable style.
MRS. EAVES
There are two suggested typefaces for the identity—one serif and one
sans serif typeface–both are available for PC and Macintosh platforms.
The selected typefaces reflect the established identity of the LMP.
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()_+-=<>?:”,
Avenir 35 Light Oblique
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()_+-=<>?:”,
Avenir 55 Roman
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()_+-=<>?:”,
Avenir 85 Heavy
AVENIR This
font is to be used in conjunction with Mrs. Eaves.
We recommend Avenir as a headline font and Mrs. Eaves for text.
Avenir is the sans
serif font in the
system. Sans
serif means “without
feet.” This kind of
typeface has no
accented “feet” and
no noticeable variation in line weight.
GRAPHIC DESIGN ELEMENTS
Avenir 35 Light
LMP STYLE GUIDE
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()_+-=<>?:”,
13
LMP STYLE GUIDE
GRAPHIC DESIGN ELEMENTS
Pantone 1795
C-0 M-94 Y-100 K-0
R-238 G-53 B-36
HEX: EE3524
Pantone 179
C-0 M-79 Y-100 K-0
R-241 G-92 B-34
HEX: F15C22
Pantone 151
C-0 M-48 Y-95 K-0
R-248 G-151 B-40
HEX: F89828
Pantone 123
C-0 M-24 Y-94 K-0
R-255 G-196 B-37
HEX: FFC425
Pantone 4625
C-0 M-60 Y-100 K-79
R-87 G-39 B-0
HEX: 572700
Pantone 1535
C-0 M-53 Y-100 K-38
R-166 G-96 B-11
HEX: A6600B
Pantone 1525
C-10 M-62 Y-100 K-1
R-222 G-121 B-38
HEX: DC7926
Pantone 131
C-0 M-32 Y-100 K-9
R-231 G-166 B-20
HEX: E7A614
Pantone 262
C-45 M-100 Y-0 K-55
R-86 G-0 B-78
HEX: 56004E
Pantone 255
C-51 M-100 Y-0 K-25
R-115 G-20 B-114
HEX: 731472
Pantone 267
C-89 M-100 Y-0 K-0
R-73 G-47 B-146
HEX: 492F92
Pantone 2635
C-28 M-27 Y-0 K-0
R-181 G-178 B-217
HEX: B5B2D9
Pantone 2758
C-100 M-87 Y-22 K-7
R-33 G-63 B-125
HEX: 213F7D
Pantone 2736
C-100 M-89 Y-3 K-0
R-33 G-65 B-150
HEX: 214196
Pantone 286
C-100 M-66 Y-0 K-2
R-0 G-93 B-170
HEX: 005DAA
Pantone 278
C-39 M-14 Y-0 K-0
R-150 G-192 B-230
HEX: 96C0E6
Pantone 7483
C-90 M-35 Y-100 K-30
R-5 G-99 B-51
HEX: 056333
Pantone 371
C-67 M-36 Y-100 K-24
R-85 G-111 B-50
HEX: 556F32
Pantone 377
C-59 M-18 Y-100 K-2
R-120 G-162 B-64
HEX: 78A240
Pantone 397
C-10 M-0 Y-100 K-11
R-213 G-209 B-14
HEX: D5D10E
This palette of accent colors can be used for strong
accents in combination with the background colors, or screened as
backgrounds. Examples of usage can be found throughout this guide.
ACCENT COLORS
Pantone numbers are indicated on top; CMYK equivalents (for
print materials), RGB equivalents (for screen), and HEX colors
(for Web) are provided below.
14
In primary applications, accent colors
should not be tints
or transparent. In
secondary applications, accent colors
can be used as a tint
or a transparency.
Pantone 451
C-32 M-27 Y-57 K-0
R-180 G-172 B-127
HEX: B4AC7F
Pantone 7502
C-9 M-15 Y-41 K-0
R-232 G-209 B-160
HEX: E8D1A0
Pantone 4545
C-0 M-3 Y-19 K-6
R-241 G-229 B-199
HEX: F1E5C7
Pantone 7544
C-10 M-1 Y-0 K-40
R-149 G-160 B-169
HEX: 95A0A9
Pantone Cool Gray 7
C-0 M-0 Y-0 K-37
R-173 G-175 B-178
HEX: ADAFB2
Pantone 7542
C-10 M-0 Y-3 K-16
R-194 G-209 B-212
HEX: C2D1D4
Pantone 2706
C-19 M-9 Y-0 K-0
R-201 G-216 B-239
HEX: C9D8EF
LMP STYLE GUIDE
Pantone 7504
C-0 M-25 Y-45 K-40
R-166 G-132 B-98
HEX: A68462
GRAPHIC DESIGN ELEMENTS
Background colors
should not be modified or changed.
In secondary applications, background
colors can be
used as a tint or a
transparency.
In support of the Labor Management
Partnership identity, a secondary color palette has been developed.
This palette comprises eight colors that can be used alone or in
combination with one another. These colors are suitable for large
solid backgrounds.
BACKGROUND COLORS
15
LMP STYLE GUIDE
GRAPHIC DESIGN ELEMENTS
16
EVERYONE BENEFITS BECAUSE WE’RE
BETTER TOGETHER
A variety of choices
for photography
and illustration
afford creativity
when designing an
LMP print piece.
THROUGH THE LMP we have made a difference for ourselves
and our communities. Just look at how we won safe and effective
nurse-to-patient staffing ratios in California, and then bested the
state-mandated ratios in some places. Or the effective needlestick
legislation that was adopted as a national standard. How about the
fact that Kaiser Permanente has extended health care coverage
to striking workers in the grocery and hospitality industries? Or that
we work together to expand health care quality and access to the
millions without it?
W W W . L M P A R T N E R S H I P . O R G
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To achieve a diverse look to LMP materials while still
retaining an overall visual continuity, we encourage a creative
approach to choosing and implementing imagery.
IMAGERY
We have a large photo library of both historic and contemporary images. It is important to use worksite photos that show
people engaged in their work in a real sense, not with a canned, stock
image look. Use of color and black-and-white photography together
or separately is encouraged.
One image or a
combination of
many images can
be used on the
cover.
GRAPHIC DESIGN ELEMENTS
STYLE GUIDE
The Labor Management Partnership logo
is the primary graphic element of the LMP identity. It has been designed for
application to all forms of media. There are two primary graphic elements
that compose the official identity of the Labor Management Partnership: (1)
The (L+M)P mark and (2) The tagline “The Power of Partnership.”
Our logo has been constructed so that the elements are always in a fixed size
and alignment relationship, which should not be altered, modified, or repositioned in any way. To ensure accuracy and consistency, it is recommended
that only the artwork supplied on the CD included with this guide be used to
reproduce the logotype and logo.
THE LMP LOGO COMPONENTS
LMP STYLE GUIDE
Health
c
on Visi
PHOTOGRAPHY
ILLUSTRATION Use
illustration when the subject calls for it: to express
humor or a different perspective.
Patterns, color backgrounds, and graphic icons can
be used on their own or to support a graphic layout.
GRAPHIC ELEMENTS
17
Design is a plan for arranging elements in such a way as
best to accomplish a particular purpose.
18
Charles Eames
(1907–1978) designer
The following pages outline options for application of the graphic
design elements to the grid, and the use of color and type in those
applications.
LMP STYLE GUIDE
STANDARD DESIGN APPLICATIONS
S TA N D A R D D E S I G N A P P L I C AT I O N S
19
LMP STYLE GUIDE
S TA N D A R D D E S I G N A P P L I C AT I O N S
Through our Labor Management Partnership we are making Kaiser Permanente the best place to
receive care and the best place to work.
Coalition of Kaiser Permanente Unions and Kaiser Permanente
www.lmpartnership.org
1-888-LMP-AT-KP (1-888-567-2857)
Brochure Back
Standard brochure
cover consists of
photo(s) and a
horizontal band
that houses both
the title of the
brochure and the
LMP logo.
On the standard
brochure back
cover the band
extends directly
from the front of
the brochure.
20
Brochure Front
STANDARD BROCHURE COVERS The above example is based on
8.5”x11” proportions. The vertical space is divided into eight horizontal slices, each 1.375” high. A horizontal band housing both the
title of the brochure and the LMP logo resides within any one of
those slices. The band ends 1.375” from the right edge of the page.
The band can extend across the back cover and house the LMP
address. On standard 8.5”x11” cover applications, the height of the
band should not exceed 1.375”. The placement of the band will vary
depending on the aesthetic judgment of the designer.
LMP STYLE GUIDE
S TA N D A R D D E S I G N A P P L I C AT I O N S
1.375”
11”
22 pt
Avenir caps
”
The LMP logo at
the left should be
aligned in the center
of the white box, top
and bottom and side
to side.
21
LMP STYLE GUIDE
S TA N D A R D D E S I G N A P P L I C AT I O N S
Standard brochure
inside should have
a good balance of
photos to text, and
a clear hierarchy of
headline to body
copy.
22
The eight-band vertical grid
is utilized on the interior of the brochure as well. Within the grid
there are a variety of ways to handle type and images.
STANDARD BROCHURE INSIDE LAYOUT
LMP STYLE GUIDE
S TA N D A R D D E S I G N A P P L I C AT I O N S
Above is an example of a two-color brochure.
23
LMP STYLE GUIDE
Radiology
Employees
EVS
Employees
S TA N D A R D D E S I G N A P P L I C AT I O N S
Standard flyers
incorporate two
spot colors to
accent text and
photos.
24
These flyers are meant
to post on bulletin boards, to hand out at meetings, and to underscore important pieces of information.
STANDARD STAND-ALONE ONE-PAGE FLYERS
EVS
Employees
LMP STYLE GUIDE
Chart
room
Employees
S TA N D A R D D E S I G N A P P L I C AT I O N S
These flyers can be used in two- and four-color applications.
25
LMP STYLE GUIDE
S TA N D A R D D E S I G N A P P L I C AT I O N S
Kaiser Permanente
Because it’s the best place to work, it’s
the best place to receive health care
At Kaiser Permanente, we believe the people who do the work, know
best how to improve health care. That’s why we’ve formed a Labor
Management Partnership that uses the knowledge and expertise of all
of us – workers, managers and physicians. Combined with our comprehensive health care system, our Partnership means we can offer you and
your family quality health care at the best prices.
It must be working. For three years running, Kaiser Permanente
has received the highest ratings in measure after measure of its service
and quality from our patients and employees.
The width of the band
on ads will vary based
on the size.
26
ADS On LMP ads, the band used on brochure covers is an optional
component. These 8.5”x11” ads show a few layout options.
nte
ermane
Kaiser P
LMP STYLE GUIDE
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These ads reflect different layout options for the same information.
27
When I’m working on a problem, I never think about
beauty. I think only how to solve the problem. But when
I have finished, if the solution is not beautiful, I know it
is wrong.
28
R. Buckminster Fuller
(1895–1983) inventor
In electronic design applications, in which the final presentation will
not be printed, but rather will be viewed on a computer or projected
on a screen, please use the RGB or HEX color values on pages 14 and
Avenir and Mrs. Eaves (see below).
The following pages show examples of PowerPoint and
Microsoft Word templates, both which are available online at
www.LMPartnership.org.
TYPOGRAPHY FOR WEB AND ELECTRONIC DOCUMENTS
The following typefaces are readily available on all computers and
should be used only for the Web and for electronic materials when no
E L E C T R O N I C D E S I G N A P P L I C AT I O N S
15, and use the fonts Arial and Times New Roman as substitutes for
LMP STYLE GUIDE
ELECTRONIC DESIGN APPLICATIONS
other fonts are available.
Sans serif (to replace Avenir):
Arial Arial Italic Arial Bold Arial Bold Italic
Serif (to replace Mrs. Eaves):
Times New Roman Times New Roman Italic
Times New Roman Bold Times New Roman Bold Italic
29
LMP STYLE GUIDE
E L E C T R O N I C D E S I G N A P P L I C AT I O N S
TRANSFORMING KAISER PERMANENTE TO
TRANSFORM HEALTH CARE
PowerPoint presentations use the fonts
Times New Roman
and Arial.
30
Standard PowerPoint templates and
other electronic applications use the fonts Arial and Times New Roman as
substitutes for Avenir and Mrs. Eaves. These fonts are readily available on
any computer. Above is an example of a standard cover for a PowerPoint
template.
POWERPOINT PRESENTATIONS
LMP STYLE GUIDE
E L E C T R O N I C D E S I G N A P P L I C AT I O N S
Above is an example of a standard inside page for a PowerPoint template.
31
LMP STYLE GUIDE
E L E C T R O N I C D E S I G N A P P L I C AT I O N S
Standard flyers
have a variety
of different
applications.
32
These modifiable
flyers, available on the LMP website, are meant to post on bulletin
boards, to hand out at meetings, and to underscore important
pieces of information.
ELECTRONIC ONE-PAGE FLYER TEMPLATES
uBts
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every
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. UBTs
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maintai
s while
ning serv
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have som
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names—
by diff
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• By form
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LMP STYLE GUIDE
2005 na
tio
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t
INUTE
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UT UN
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These flyers are can be accessed on the LMP website in Microsoft
Word format.
33
Design is everything. Everything!
Design is the method of putting form and content
together. Design, just as art, has multiple definitions;
there is no single definition. Design can be art. Design
can be aesthetics. Design is so simple, that’s why it is
so complicated.
34
Paul Rand
(1914–1996) designer
The LMP graphic design system sometimes has to stretch to afford
maximum creativity.
In some instances, the piece you are asked to do will need to stand
incorporated into your design.
You still are encouraged to incorporate the color palette and the type
choices into your design. Additionally, the specs for the LMP logo
(beginning on page 6) must be adhered to.
The following pages show examples of special LMP pieces.
S P E C I A L D E S I G N A P P L I C AT I O N S
totally on its own. In these cases, the basic grid will not need to be
LMP STYLE GUIDE
SPECIAL DESIGN APPLICATIONS
35
LMP STYLE GUIDE
PARTNERSHIP
I T ’ S A H E A LT H Y W A Y T O O P E R A T E
WE BELIEVE in Partnership. We promote informed and open
problem-solving and decision-making. We support continuous
improvement of people, work, and health care. We believe the
people who do the job every day are the people who understand the
problems and the people who come up with the solutions that may
not occur to managers or physicians alone. And we walk our talk.
S P E C I A L D E S I G N A P P L I C AT I O N S
Partnership. It’s about healthy working relationships. Healthy
departments. And a healthy bottom line.
W W W . L M P A R T N E R S H I P . O R G
HOW TO MAKE
F BENEFIT
THE NEW TIME-OF
WORK FOR YOU
Special publications
and ads have a unique
look, and are tied to
LMP by the logo only.
In special publications
that have their own
identity, the LMP logo
must be included but
not necessarily on
the cover.
36
BANKTH
ON YOUR HEAL
BANK
LTH
ON YOUR HEA
DECEMB
S,
LMP STYLE GUIDE
Stewar
es
Mean It
Like We
ertain Tim
a: Acting
Rx for Unc
Henriett
Desk of
From the
n
sio
Vi
Health care
refo
S P E C I A L D E S I G N A P P L I C AT I O N S
IS ISSUE
IN TH
nge
ds of Cha
N
rm
U
d te
ase
ams
E
Engagem
e nt
rv
Se
ice
Growth
t- b
ni
lmp
Opport
uni
ty
e
anc
W
rm
rfo
Pe
WORKER
FOR KP
INE NEWS
S
FRONTL
YSICIAN
RS & PH
MANAGE
.11
ISSUE No
ER 06 |
S
mapping our future
2007calendar
For this LMP desk
calendar, Mrs. Eaves,
the LMP logo, and
some selections from
the original color
palette are retained.
37
I’m afraid that if you look at a thing long enough, it
loses all of its meaning.
38
Andy Warhol
(1927–1987) designer, artist
Overall
• Layouts should have a clear hierarchy between elements and be easy to read.
• Keep it clean and simple; cluttered layouts are difficult to decipher.
Color
• When using solid blocks of color as a design element, limit your use
to two spot colors per page when using photos. In documents with
multiple pages, retain consistency with the colors from page to page.
• When putting text on top of a block of color, make sure there is
enough contrast to make the type readable.
Photos
• Use photos that specifically represent the subject of your piece.
• Do not use type directly on top of photos unless it is easily readable.
D E S I G N T I P S A N D T E C H N I C A L I N F O R M AT I O N
• Your type layout and design should be consistent throughout the piece.
LMP STYLE GUIDE
DESIGN TIPS AND TECHNICAL INFORMATION
39
LMP STYLE GUIDE
DESIGN TIPS AND TECHNICAL INFORMATION, continued
Typography
• Avoid hyphenating more than one word in a vertical row.
• Do not hyphenate words with fewer than five characters, and hyphenate only after three characters or more.
D E S I G N T I P S A N D T E C H N I C A L I N F O R M AT I O N
• Highlight URLs in a different color from the rest of the text so they are
easy to pick out; the “LMP” in LMPartnership.org should be all caps.
• All caps may be used for a headline, but avoid using all caps in text, as
it is difficult to read.
• Use italics sparingly, as text in italic can be difficult to read.
• Always consider readability of text first.
• Keep a distinct separation between headlines and text.
• All body copy in Mrs. Eaves should be at least 11 pt.
• All body copy in Avenir should be at least 10 pt.
• Keep all type 1/2” inside the outer margins of the page.
• Use serial commas.
• Use “em” dashes to separate ideas in a sentence, but without spaces
before and after the dash.
40
The LMP logo is available for PC and Mac platforms in the
following file formats. These files are available in color and
in black and white.
Widely used image format for printed material; does not use
compression, therefore does not lose image information; typically
preferred for print projects.
EPS:
Ensures highest possible output quality, as it is in the original file
format (Illustrator CS2).
JPG:
Uses a compression mechanism to use less memory; used for
Web, e-mail and multimedia such as PowerPoint presentations; better
color accuracy than GIFs.
GIF:
Smallest file format; uses minimum information needed to
render a graphic; used for Web and multimedia such as PowerPoint
presentations; has option of saving with transparent background; can
D E S I G N T I P S A N D T E C H N I C A L I N F O R M AT I O N
TIF:
LMP STYLE GUIDE
FILE FORMATS
be used for simple animations on the Web.
41
LMP STYLE GUIDE
D E S I G N T I P S A N D T E C H N I C A L I N F O R M AT I O N
42
CHOOSING LOGO FORMATS
PROGRAM PREFERRED FORMATS
PowerPoint on screen
jpg, gif
PowerPoint to print tif, jpg, gif
MSWord on screen
gif
MSWord to print
eps, tif, jpg
Excel
gif, jpg, gif
Microsoft Publisher
tif, jpg
Web
jpg, gif
For professionally printed materials, check with your printer for
preferred format specifications. We recommend tif for pixel-based
images, and eps for vector images.
For professionally printed materials, it is required that you select a
union printer. Please communicate with the printer and make sure
the bug is positioned prominently on the back cover or bottom front
piece for the LMP.
GLOSSARY
PANTONE
colors, specially blended solid inks used in such printing as
offset, silkscreen, and engraving.
CMYK
(Cyan, Magenta, Yellow, and Black) values are used in
professional printing when color art must be reproduced.
GRAYSCALE
is a color mode that only utilizes black, white, and a
range of gray pixels to render an image.
RGB
mode utilizes values of Red, Green, and Blue light to create a
D E S I G N T I P S A N D T E C H N I C A L I N F O R M AT I O N
of the piece. It is essential that the union bug is visible on any printed
LMP STYLE GUIDE
USE OF THE UNION BUG IN OFFSET PRINTING
projected color. This mode is used for graphics that are viewed on
computer displays such as screen-based electronic presentations
and the Web.
HEX
colors, or “websafe” color codes define what are considered safe,
non-dithering colors for monitors that can only display up to 256
colors; these should be used for Web only.
43
LMP STYLE GUIDE
CONTACT INFORMATION
GENERAL QUESTIONS
Janet Coffman
Janet.Coffman@kp.org
C O N TA C T I N F O R M AT I O N
TECHNICAL ISSUES REGARDING ACCESSING FILES
Kyra Kitlowski
Kyra.Kitlowski@kp.org
DESIGN ASSISTANCE
Janet Coffman
Janet.Coffman@kp.org
PHOTO LIBRARY ASSISTANCE
Gwen Scott
Gwen.E.Scott@kp.org
44
Every child is an artist. The problem is how to remain
an artist when you grow up.
Pablo Picasso
(1881–1973) artist
45
Produced by the LMP communications team,
1 Kaiser Plaza, 24 Lakeside, Oakland, CA 94612
www.LMPartnership.org
46