CHSC Style Guide (March 2012) - Cleveland Hearing and Speech

Everyone Deserves to Be Heard®
Logo Style Guide
March 2012
Introduction
How to Use This Style Guide
Within this document you will find guidelines for the correct use of the
Cleveland Hearing & Speech Center (CHSC) logo and related design elements.
It includes resources such as logos, a color palette, typography, and PowerPoint
slide templates.
You will also find examples to illustrate common CHSC letterhead, business card, and
envelope uses (and misuses).
Please read through this document to make sure that you are familiar with all of the
concepts and resources available to you. This guide should serve as a reference for
developing CHSC marketing communications so that messaging and visual identity
are clear and consistent.
If after reading this guide you have further questions or feedback, please contact
the CHSC Marketing & Communications Department at (216) 231-8787 or refer to the
CHSC Logo Style Guide online version.
Logo Description
®
Horizontal Version
Stacked Version
The new Cleveland Hearing & Speech Center (CHSC) logo design serves as a literal
translation of the word “communication.”
It is a visual representation of the integration, connectivity, and distinctiveness of
each of CHSC’s services. Sound waves to represent hearing...projecting circles for
speech...and the solid circle for the services that the Community Center for the Deaf
and Hard of Hearing (CCDHH) and Regional Infant Hearing Program (RIHP) provide
to the deaf and hard of hearing community, which are central to what we do at CHSC
and connects us to the Center’s original mission.
The colors used in the logo design, green, slate, and blue, are visually appealing
and were intentionally chosen to complement the color scheme and bold design
of Cleveland Hearing & Speech Center’s new LEED Silver headquarters building in
University Circle.
Note
All Cleveland Hearing & Speech Center names, logos, and taglines set forth herein
are trademarks of Cleveland Hearing and Speech Center. These logos may not be
altered or redrawn in any way, including changes in typestyle, proportion, letter
spacing, color or placement of the individual elements making up the logo.
Cleveland Hearing & Speech Center Logo Style Guide
2
Logo, Tagline and Color Usage
Clearance
Clear space should be free of imagery, graphics, folds or
any other element that may interfere with the clarity of the
brand logo. Below, you will see that the space is measured
by the inner circle of the logo.
The minimum reproduction size of the logo is to be 1½
inches in width for the horizontal version and 1 inch in
width for the stacked version.
Coated
Spot Color (PMS)
Process Color (CMYK)
PMS 375 C
PMS 375 C
PMS 640 C
PMS 640 C
PMS Cool Gray 11 C
PMS Cool Gray 11 C
C-41 M-0 Y-78 K-0
C-100 M-0 Y-0 K-22
C-0 M-2 Y-0 K-68
Uncoated
Spot Color (PMS)
Process Color (CMYK)
PMS 374 U
PMS 374 U
PMS 640 U
PMS 640 U
PMS Cool Gray 11 U
PMS Cool Gray 11 U
C-24 M-0 Y-57 K-0
C-100 M-0 Y-0 K-22
Horizontal Version
C-0 M-2 Y-0 K-68
Coated
RGB Color
HEX Color (web based)
PMS 375 C
PMS 375 C
PMS 640 C
PMS 640 C
PMS Cool Gray 11 C
PMS Cool Gray 11 C
R-160 G-207 B-103
®
Stacked Version
Logo: Reversed
#a0cf67
R-0 G-143 B-197
#008fc5
R-113 G-112 B-115
#717073
Logo: One color
®
Black 100%
(Center dot and Text)
Black 80%
(Hearing)
Black 50%
(Speech)
Tagline
Everyone Deserves to Be Heard®
This is the Center’s official headline.
• Always use Title Case – never lower case
• A ® should always be used with the tagline
as shown above
• It should be used on:
•P
rint collateral material
(i.e., advertising, newsletters, letterhead, etc.)
•E
lectronic communications
(i.e., CHSC website, web banners, etc.)
•A
nd other selected internal and external
communications
•W
hen used in conjunction with the logo, it should
appear outside of the logo clear space.
Cleveland Hearing & Speech Center Logo Style Guide
Use of Registered Trademark ®
• The ® should always be used with the logo on all
forms of communication.
• The ® should always be used with the tagline,
“Everyone Deserves to Be Heard.®”
•F
or more information, please contact the CHSC
Marketing Department for more information.
3
Incorrect Logo Usage
Never surround the logo with a shape such as a box or outline.
®
Never distort or alter any element of the logo. This commonly
occurs when utilizing software not intended for use with
design elements (such as MS Word, PowerPoint, etc.)
®
Cleveland
Never recreate the logo using other fonts or colors.
Hearing & Speech
CenterSM
®
Never reproduce any logo on textures or backgrounds that
impair legibility.
®
Never alter the relationship of the words in the logo.
®
Cleveland Hearing & Speech Center Logo Style Guide
4
Logo/Collateral/Typography (Preprinted or designed materials only)
Cleveland Hearing & Speech Center
11635 Euclid Avenue
Cleveland, Ohio 44106-4319
Front
216-231-8787 voice
216-231-7141 fax
clevelandhearingandspeech.org
®
Back
Everyone Deserves to Be Heard ®
®
Michael Lerner
Everyone Deserves to Be Heard™®
Marketing & Communications Manager
11635 Euclid Avenue
Cleveland, Ohio 44106-4319
T
C
F
216-325-7578
216-272-1865
216-325-7678
®
Day:
mlerner@chsc.org
www.chsc.org
University Circle
216-325-7570
Date:
South Euclid
216-382-4520
Time:
Broadview Hts.
216-325-7520
Affiliated with Case Western Reserve University
Business Card
We look forward to seeing you at this appointment!
®
11635 Euclid Avenue
Cleveland, Ohio 44106-4319
Affiliations:
Case Western Reserve University
United Way Services
Accreditations:
CARF
Registry of Interpreters for the Deaf
Certified Medicare & Medicaid Provider
#10 Envelope
Non-Board Letterhead
Primary Font:
Avenir LT Std
Avenir is the only font used in creating the corporate identity materials.
Avenir LT Std 35 Light
Avenir LT Std 85 Heavy
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*()_+
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*()_+
Avenir LT Std 35 Light is generally used for body copy
Avenir LT Std 85 Heavy is generally used for headlines
Primary Font: Web and PC equivalent: Arial – ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
When imprinting these materials, if the primary font is not available, please use this Web and PC font equivalent.
Cleveland Hearing & Speech Center Logo Style Guide
5
Use of Letterhead
Setting Type & Margins – Pre Printed Letterhead:
Body copy: Arial Regular
Text alignment: Flush left, rag right.
No indents. Hard returns after each paragraph.
Paragraph spacing should be set to “double space.”
Margins*: Board Letterhead
Top 1.7"
Left 2"
Right .75"
Bottom 1"
Margins*: Non-Board Letterhead
Top 1.7"
Left 1.3"
Right .75"
Bottom 1"
*To set, or reset, these margins in Word, click on: format, select
page setup, click on margins, and enter the proper margins.
Board Letterhead
Internally Created Materials
For internally created documents, the logo is always placed in the upper left-hand corner
of the page. Contact information should always be placed in the upper right-hand corner
of the page. Please use letterhead layout for reference.
Cleveland Hearing & Speech Center Logo Style Guide
6
Logo/Collateral/Typography (Preprinted or designed materials only)
Regional Infant Hearing Program
Business Card
#10 Envelope
Letterhead
Coated
Spot Color (PMS)
Process Color (CMYK)
PMS 271 CV
PMS 271 CV
C-43 M-34 Y-0 K-0
Primary Font:
Secondary Font:
Calligraph421 BT
Helvetica (T1) Light Condensed
Calligraph421 BT is to be used only for the logo
or names for business cards.
Helvetica (T1) Light Condensed is to be used only
for body copy.
Calligraph421 BT
Avenir LT Std 35 Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Calligraph421 BT is generally used for Logo and Names
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*()_+
Avenir LT Std 35 Light is generally used for body copy
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*()_+
Secondary Font: Web and PC equivalent: Arial – ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
When imprinting these materials, if the primary font is not available, please use this Web and PC font equivalent.
Cleveland Hearing & Speech Center Logo Style Guide
7
PowerPoint Templates
Available online at http://mail.chsc.org/toolbox
Title Slide
Content Slide
Click to add title
Click to add title
• Click to add subtitle
Click to add subtitle
Divider Slide
End Slide
Everyone Deserves to Be Heard ®
Cleveland Hearing & Speech Center Logo Style Guide
8
Our Mission
To serve, advocate for, and empower individuals with diverse
communication abilities and to increase public awareness and sensitivity
about hearing loss, deafness, speech-language and related literacy issues.
Vision Statement
We are committed to being client-centered and community-focused.
We will work diligently to be the premier source of services, information,
training, research, and advocacy aimed at creating a world where persons
with diverse communication abilities can succeed. The Center will be
a positive force for change in society that enables people to better
communicate and interact with each other.
11635 Euclid Avenue
Cleveland, Ohio 44106-4319
216-231-8787 voice
info@chsc.org
www.chsc.org
Everyone Deserves to Be Heard®
©2012 Cleveland Hearing & Speech Center. All rights reserved.