burke rehabilitation hospital brand guidelines

A member of the Montefiore Health System, Inc.

Table of Contents introduction welcome to burke mission

logo usage standard standards with taglines color usage improper logo usage specialty usage

color palette and gradients typography color

typography typeface usage

application architectural signage door signage additional verbage

introduction

Welcome to Burke

B

urke Rehabilitation has been a leader in medical rehabilitation for more than one hundred years.

Burke Rehabilitation Center is comprised of two divisions: Burke Rehabilitation Hospital & Burke Outpatient Division Opened in 1915, Burke Rehabilitation Hospital is accredited by the Joint Commission and the Commission on Accreditation of Rehabilitation Facilities. These two accrediting organizations are the gold standards for acute rehabilitation hospitals in the United States today. Located in White Plains, New York, Burke is a 150-bed acute rehabilitation hospital, entirely dedicated to rehabilitation medicine. While convenient to Westchester County, New York City, Long Island and Connecticut, Burke attracts and welcomes patients from across the country and around the world. We provide inpatient and outpatient care for a broad range of neurological, musculoskeletal, cardiac and pulmonary disabilities caused by disease or injury. Burke treats patients who have suffered a stroke, spinal cord injury, brain injury, amputation, complicated orthopaedic surgery or fracture, arthritis, cardiac and pulmonary disease, and neurological disorders. Patients are most frequently transferred to Burke from acute care hospitals once their condition is stable and they are able to participate in intense physical, occupational and speech therapy. Burke Rehabilitation Outpatient Division was created to expand available therapies to patients who have been discharged from Burke and those from the community in need of quality compassionate rehabilitation care for a wide range of medical conditions. Steadily growing over the past several years, Burke continues to expand its outpatient facilities to address the needs for these services. Burke now operates one outpatient clinic on the main Burke campus in White Plains and five other community clinics throughout our service area.

introduction

Our Mission To provide the most effective rehabilitative care for patients of any race, religion, age, sex, sexual orientation, marital status, creed, national origin, or color and/or veteran status, regardless of ability to pay, to lessen disability and dependence resulting from diseases of the nervous system, the musculoskeletal system, the cardiovascular system and the pulmonary system and other diseases or conditions where rehabilitation efforts may be useful. To engage in research, development and teaching programs to improve medical care, reduce disability and dependency, and further knowledge and understanding of disease mechanisms and causes. To offer the highest quality rehabilitation health care services appropriate to the needs of the community.

intro

/ logo / color / typography / application

Logo Usage usage standards standards with taglines color usage improper logo usage specialty usage

logo

Usage Standards =

The space within the R is BURKE.

protective field

For greatest visual impact and design integrity, the logo is always surrounded by a protective field – or clear space – where no other image or type should appear. The box (shown as a dotted line) around the Burke logo indicates the protective field, which is the height of the letter “X” indicated above around the entire logo. 1.75”

logo proportions

minimum size

The Burke logo should always be used in the correct proportion. Use the q key when scaling the logo artwork within any document.

The Burke logo should never appear in a size smaller than 1.75” wide.

Each time the logo is used, it should adhere to the application guidelines specified in this manual. 6

logo

Standards with Taglines original tagline

additional tagline

Pioneering Rehabilitation

These are versions of the logo with a tagline included. They should be used when first displayed or when the Burke logo is first displayed in a new medium. This is the most desired use of the logo. 7

logo

Color Usage 4-color process application Burke Green

Burke Red

Burke Blue

Burke Gold

C - 73 M - 32 Y - 68 K - 14

C - 21 M - 72 Y - 79 K-8

C - 67 M - 28 Y - 34 K-1

C-0 M - 30 Y - 100 K-0

screen / rgb application

R - 74 G - 125 B - 98 # - 4A7D62

R - 186 G - 94 B - 66 # - BA5E42

R - 92 G - 150 B - 160 # - 5C96A0

R - 253 G - 185 B - 19 # - FDB913

2-color application Burke Green - Pantone® 5545 C Burke Gray - Pantone® 406 C

black

/ grayscale - color applicatoin

A single color version of the logo may appear in black, or in grayscale with the arrows being in 85%, 50% and 25% from left and right respectively receding.

burke

dark background application

Logo may be reversed out of a colored background.

Consistent use of color creates a distinctive and proprietary look for Burke communications materials. This page includes several examples of 1-, 2- and 4-color logos. 8

logo

Improper Logo Usage dimmensions

do not make logo

do not kern letters of

do not stretch logo

smaller than 1.75”

the logo or tagline

under any circumstance.

do not remove the

do not enlarge the tagline

tagline

do not stack the tagline

tagline from logo.

color

do not change the color

of Burke logo

do not shift the colors of

the logo around.

do not change color of

the tagline

Consistent use of the Burke logo is essential to protect the brand. The standards presented in this manual create a common platform for all communications materials and ensure a consistent look. Examples on this page depict improper ways to use the logo. 9

logo

Specialty Usage Rehabilitation & Research

Rehabilitation & Research Rehabilitation Hospital

Outpatient Division

Community Programs

shorthand logo

In time, the “B” in the Burke logo could be recognizable enough to the point it could be used by itself as more of a mark. This is not optimal and requires clearance from the Burke Marketing Department.

Fitness Center

example:

Above is an example of a community program using its correct shorthand logo

Outpatient Division

Rehabilitation Hospital

Community Programs

categorical logo

Logo may appear completely in the Burke primary green, red, blue or gold when presented within its respective category, or in by itself in Burke green.

one-color logo

Below is the only approved one-color logo.

The following are ways to alter the logo while maintaining its brand integrity. Each should be used sparingly and only once they have been approved for a project by Burke’s Marketing Department. 10

logo

Specialty Usage Cont.

initiative logo

Similar to the shorthand logos, the initiative logos are color sensitive and should match programs they fit into with a line separating the colored icon and the program name underneath (1-2 lines preferably). Contact the marketing department before creating additional marks.

INITIATIVE NAME Above is an example of how the mark should work with the text

11

intro

/ logo / color / typography / application

Color Usage pallette and gradients

color

Palette and Gradients primary colors

gradients

pms 5545 C

C - 73 M - 32 Y - 68 K - 14 # - 4A7D62

pms 549

C - 67 M - 28 Y - 34 K - 1 # - 5C96A0

pms 492 C

C - 21 M - 72 Y - 79 K - 8 # - BA5E42

pms 130 C

creating gradient

C - 0 M - 30 Y - 100 K - 0

To create a gradient, choose respective colors at 85% and 65% and place them on opposite spectrums with the location in the middle. Can be radial or linear.

# - FDB913

These 4 selections comprise the Burke primary color palette. The colors above are used to create gradients and color fields of varying opacity. 13

color

Typography Color Text may also be inversed to white if on a dark background or in a gradient.

For body copy, please use 85% Black.

For headlines, please use corresponding section color.

For all typography on screen or print, please follow the guidelines above for all Burke materials. 14

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/ logo / color / typography / application

Typography Usage typefaces and usage

typography

Typeface Usage primary san-serif

Anivers Bold vs Regular vs Italic used mainly for most purposes including but not limited to titles and headers

Anivers Bold

Anivers Regular

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890*!?@#$& 1234567890*!?@#$&

Anivers Italic abcdefghijklmnopqrstuvwxyz 1234567890*!?@#$&

secondary san-serif

Proxima Nova regular vs italic used mainly as body copy for print and web

Proxima Nova Regular

Proxima Nova Italic

abcdefghijklmnopqrstuvwxyz 1234567890*!?@#$&

abcdefghijklmnopqrstuvwxyz 1234567890*!?@#$&

specialty font

Equip Medium use typface for additional logo systems created under the Burke Brand

Equip Regular abcdefghijklmnopqrstuvwxyz 1234567890*!?@#$&

The Linotypes Anivers, Proxima Nova and Equip typefaces are the designated fonts to use for all materials. 16

intro

/ logo / color / typography / application

Application Usage architectural signage door signage additional verbage

application

Architectural Signage

required:

If a color is used, Burke logo must be in specified PMS Green and/or Blue. (view logo color section)

selective:

The logo is not required if words are more appropriate. The title “A member of the Montefiore Health System, Inc.” is recommended but not required. Approved primary font only (view font usage section)

special cases:

If the logo is cast in metal, it should be represented in gold inspired by the yellow from the color palette

For architectural signage please follow the guidelines above for all Burke buildings. 18

application

Door Signage

required:

Should include 4 color logo with tagline or without.

As of January 2016, it is recommended that window and door signs include the verbiage: “A member of the Montefiore Health System, Inc.”

exceptions:

When using one of the divisions of Burke, you don’t need the full color logo.

For door signage please follow the guidelines above to maintain the integrity of the brand. 19

application

Additional Verbage encorporated phrase:

A member of the Montefiore Health System, Inc. usage:

The phrase can be used with all approved logos. It should be flush under the logo as shown. The color will depend on the application to provide the best legibility, but should be in the approved colors below: A member of the Montefiore Health System, Inc. The phrase should NOT be in the same color as the logo used. This allows it to remain seperate from the mark.

1.75”

A member of the Montefiore Health System, Inc.

exceptions:

When using the minimum size logo the phrase may appear as shown to the left. This is because the text should not be smaller then 8pt font otherwise it will become illegible.

The phrase “A member of the Montefiore Health System, Inc.” should be added to printed and digital materials such as websites, advertising, brochures and other promotional materials. The phrase should be in Anivers Bold Italic and should appear smaller than the logo, as it is not officially part of the logo. For further clarification, contact the Marketing department. 20

further information

Questions & Comments

P

roper use of the Burke logo and Burke tagline help maintain and further promote the Burke brand. If you have

any questions about the use of the Burke logo, tagline, colors, typefaces or anything else related to the brand, please contact Burke’s Marketing Department: tel - (914) 597-2848 email - [email protected]