BRAND GUIDELINES
Contents Brand Essence 1.01 Introduction 1.02 Brand tone and personality 1.03 Inspiration for the logo Brand Guidelines 2.01 Preferred version logo 2.02 Horizontal logo 2.03 Abbreviated logo 2.04 One-colour applications 2.05 Colours 2.06 Clear space 2.07 Minimum sizes 2.08 Incorrect usage 2.09 Signatures 2.10 Logo with signature 2.10.1 Clear space 2.10.2 Minimum sizes 2.11 Sub-brand logos 2.12 McGill logos 2.13 Applications /stationery 2.14 Applications /PowerPoint
Section 1 Brand Essence
Introduction 1.01 Using a clear, contemporary design, the new logo of the Jewish General Hospital is an engaging symbol of the JGH s essential qualities of humanity, optimism and devotion to life. As well, it conveys the distinct reminder that although the hospital draws strength and inspiration from Jewish values, it is rooted in a mission and a history of providing care to people from all backgrounds.
Brand tone and personality 1.02 Universal. Natural. Optimistic. Human. Vital.
1.03 Inspiration for the logo The tree of life is a universal symbol of sustenance, shelter and family continuity. Throughout the world s religions and cultures, trees are ancient symbols of life, and just like humans, trees grow slowly and mature over many years. Outliving single human generations, they also symbolize regeneration and eternity and are often used to trace and are often used to depict genealogy. Menorahs are the most ancient symbols of Judaism, preceding even the Star of David. It is said that the menorah was modeled after the tree of life and that God revealed the design for the menorah to Moses. Menorahs in Jewish homes signify blessings of health, prosperity and Jewish continuity. The combination of the menorah and tree of life illustrates how Jewish values and traditions protect, nurture, and unite all life.
Section 2 Brand Guidelines The purpose of this document is to provide an easily comprehensible guide to the standard usage of the Jewish General Hospital logo and signature. Adhering to this guide will ensure a consistent and coherent brand image.
ENGLISH FRENCH BILINGUAL 2.01 Preferred version logo The preferred logo should be used at all times, space permitting. The tree of life icon should never be used without the wordmark, and vice versa.
ENGLISH FRENCH BILINGUAL 2.02 Horizontal logo The horizontal logo should only be used when the preferred logo does not fit into the desired space. The tree of life icon should never be used without the wordmark, and vice versa.
The logo should not be placed in a rectangle. The rectangle here is used to demonstrate application on a coloured or textured background. 2.04 One-colour applications When using a one-colour printing process, it is acceptable for the logo to appear in the colour used, or in white, if used in reverse.
ENGLISH BILINGUAL FRENCH 2.06 Clear space To ensure optimal placement of the logo, a protection zone free of text or other graphic elements must be maintained around it. This space should be twice the height of the letter H in Hospital.
ENGLISH FRENCH BILINGUAL PREFERRED LOGO 1.5" 1.25" 1.25" HORIZONTAL LOGO 2" 1.75" 2" ABBREVIATED LOGO 9/16" 9/16" 2.07 Minimum sizes To ensure maximum legibility of the logo, the minimum sizes above must be respected.
Do not place the coloured logo on any background colour other than white. Do not add or modify any of the strokes. Do not apply inappropriate colours treatments. Do not rearrange the elements of the logo. Do not modify the colours of the logo. Do not flip elements of the logo. Do not resize elements of the logo. Do not modify the font. Do not apply inappropriate colours. 2.08 Incorrect usage Under no circumstance should the logo, wordmark, or signature be modified in any way other than those mentioned in this manual. The logo and wordmark are to be treated as a whole, and the various elements within the whole should never be undone or modified.
2.09 Signature/English The Jewish General Hospital s care is predicated on Jewish values and traditions that dictate an unyielding respect for the lives and cultural practices of others. When one is sick, one needs to feel at home and the JGH understands that. No matter what your culture or religion, the JGH will do what it can to accommodate you. It s the JGH s tradition of Care for all. For the year 2009, a new signature will be applied instead. It will read: 75 years of care for all.
2.09 Signature/French The French signature brings the JGH s multicultural outlook to the forefront, speaking to all the cultures of the world, offering all the care in the world. Passion and devotion are the key characteristics of staff at the JGH. The tone of the signature implies that there are no boundaries to the care the hospital offers. For the year 2009, a new signature will be applied instead. It will read: Au service de tous depuis 75 ans.
ENGLISH FRENCH 2.10 Logo with signature This version of the logo should always be used in appropriate cases and where enough room is provided. The signature and logo should always appear as above and should not be rearranged, re-spaced, or reordered. A bilingual version of this logo does not exist.
ENGLISH FRENCH 2.10.1 Clear space To ensure optimal placement of the logo, a protection zone free of text or other graphic elements must be maintained around it. This space should be twice the height of the letter H in Hospital.
1.5" 1.25" ENGLISH FRENCH 2.10.2 Minimum sizes To ensure maximum legibility, the logo should never be smaller than 1.5" wide in English, and 1.25" wide in French.