brand guidelines - care opinion · 04 patient opinion brand guidelines the patient opinion logo is...

Brand GuidelinesA guide to the visual styles and usage of the Patient Opinion brand.

Introduction

We are Patient Opinion Ltd – a Sheffield-based social enterprise, pioneering new forms of citizen engagement in health services, via the web.

Since 2005, we have provided an online service located at www.patientopinion.org.uk where patients, carers and many others have shared their experiences of care in local health services across the UK, and benefited from reading other users’ feedback.

In order to fulfil our potential to transform healthcare in the UK and beyond, we need to raise awareness of our service, increase traffic to our site and increase the number of posts we receive. We must also ensure that the brand engages effectively with its broader range of key stakeholders and its current and potential subscribers within the NHS.

In order to do this, we have devised a brand identity that supports our vision to become ‘a voice for positive change’ – an independent platform for constructive dialogue between patients and healthcare services. This document is a comprehensive guide to our new brand, our values and visual identity. We hope you enjoy getting to know us better.

02 Patient Opinion Brand Guidelines

Contents

1.0 The Patient Opinion logo1.1 Logo colourways 1.2 Clearance area and logo size 1.3 Correct logo usage 1.4 Incorrect logo usage

2.0 Colour palette

3.0 The Typeface3.1 Typeface usage

4.0 Photography style4.1 Incorrect photography style

5.0 Graphic device

6.0 Tone of voice

7.0 Implementing the brand7.1 Graphic style implementation 7.2 Photographic style implementation

8.0 Contact

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1.0 Logo colourways


The Patient Opinion logo is bold, uncomplicated and approachable. It visually reflects the aims and intentions of the brand.

Two versions of the logo are available to use. The Patient Opinion logo with strapline should be used wherever possible. The strapline embodies the personality of the brand and reassures its audience.

The logo without strapline should be used only when the brand is familiar to the reader or the space available would make the strapline legible.

Always use the complete logo. Never try and recreate any part of the logo (including the type) or use any of the elements seperately.

When using any of the above logos it is important that you always use the correct artwork.

The Patient Opinion logo

The Patient Opinion logo without strapline

1.1 The Patient Opinion logo


To ensure that the logo works effectively on a variety of background colours, three different versions have been created to suit any situation.

The positive logo (full colour) uses the core brand colour of the Patient Opinion brand and should be used wherever possible on all communications.

The Negative logo (white-out) has been created to sit on coloured or dark backgrounds to ensure maximum legibility of the brand.

The positive logo (monotone) has been created to appear on communications where there is no use of colour.

Artwork of all the versions shown are available both with and without the ‘Every voice matters’ strap line.

When using any of the logos it is important that you always use the correct artwork. Always use the complete logo.

Positive Full colour version

Positive Monotone version

Negative White-out version

1.2 Clearance area and logo sizes


To ensure the Patient Opinion logos have sufficient space and standout, a recommended clearance area has been created.

The clearance area around the logos is the height of the upper case ‘O’ from the word ‘Opinion’.

You don’t have to measure it every time you use the logos, but we would like to ensure they have an uncluttered look and room to breathe.

It is important that the Patient Opinion logos are always legible and clear. Because this is so essential, we have created minimum sizes for all the logos.

For legibility please ensure that the logo with strapline is never reproduced at a width less than 35mm.

The logo without the strapline is never reproduced at a width less than 25mm.

min 35mmmin 25mm

Clearance area

Minimum logo sizes

= The upper case ‘O’ from the word ‘Opinion’.

1.3 Correct logo usage


The positive logo (full colour) should be used on white backgrounds and also on lighter colour tints.

This logo can also be used when applying over pale or white areas of photography.

The negative logo (white-out) should be used when a background colour becomes too dark to effectively use the positive logo.

This logo can also be applied to darker areas of photography.

The positive logo (monotone) should only be used when colour printing is not available and only on a white background.

This logo can also be applied on pale or white areas of black and white photography.




1.4 Incorrect logo usage


The positive logo (full colour) should never be reproduced onto a coloured tint that reduces legibility.

Never stretch or compress the logo.

Never position the positive logo over complicated and dark areas of photography.

Never change the logo colour to anything other than the primary brand colour.

Never reproduce the negative logo (white-out) on a pale colour tint.

Never position the negative logo over complicated, pale or light areas of photography.

The positive logo (monotone) should never be reproduced on a grey background.

The proportions of all Patient Opinion logos should never be changed and they should never be set at any other angle.

Never frame any version of the Patient Opinion logo.




2.0 Colour palette


The Patient Opinion colour palette consists of one primary core colour, complimented by a highlight colour, tints and a text colour.

This selection of purple and plumb colours gives Patient Opinion a fresh, bold look which helps project a professional image, while still being engaging and approachable.

The primary colour should appear on all of Patient Opinion’s communication materials.

Custom CMYK colour breakdowns have been selected for the tints to provide the best possible colour match in print.

RGB and Hexadecimal colour breakdowns have been selected for on screen applications.

Type should always appear in Pantone Black 7 or it’s equivalent CMYK, RGB or Hex colour breakdown.

Please use the correct CMYK breakdowns for each colour.

When applying colour to a design, please ensure a sufficient contrast is maintained especially when text is involved.

Pantone 5115

C: 25 M: 80 Y: 10 K: 65

R: 91 G: 30 B: 69

Hex: 5B 1E 45

Pantone 5135

C: 10 M: 65 Y: 10 K: 50

R: 130 G: 68 B: 96

Hex: 82 44 60

Pantone 521

C: 10 M: 50 Y: 0 K: 20

R: 183 G: 123 B: 161

Hex: B7 7B A1

Pantone 220

C: 0 M: 100 Y: 20 K: 30

R: 177 G: 0 B: 89

Hex: B1 00 59

Pantone 205

C: 0 M: 80 Y: 15 K: 15

R: 208 G: 78 B: 124

Hex: D0 4E 7C

Pantone 204

C: 0 M: 50 Y: 0 K: 10

R: 221 G: 140 B: 176

Hex: DD 8C B0

Pantone Black 7

C: 00 M: 00 Y: 00 K: 85

R: 77 G: 77 B: 79

Hex: 4D 4D 4F

Primary brand colour

Complimentary brand colours

3.0 The typeface


The Patient Opinion typeface is Linotype Veto, a modern, legible font and, like the brand, is bold and uncomplicated.

All Patient Opinion marketing materials should appear in Veto. This applies to all brochures, stationery, promotional materials, displays and other communication collateral.

Veto should be applied in the weights bold, medium, regular and light. The bold and medium weights should be used sparingly for headlines or pull-out copy. The regular and light weights work well for body copy.

The Veto Italic fonts should never be used on any of the Patient Opinion brand collateral.

Veto is not a universally available typeface so you won’t find it included with any Microsoft programs. If you need to download it, you can buy it from www.linotype.com.

In cases such as emails and letters it may not be possible to use Veto. In this circumstance, we suggest you use Arial which is available on all Microsoft programs.

Any other typefaces such as Helvetica or New Times Roman should never be used in any way on Patient Opinion communications.

Linotype Veto Bold

Aa Aa

Aa

AaAa

Aa

Linotype Veto Medium

Linotype Veto Regular

Arial Bold

Linotype Veto Light

Arial Regular

3.1 Typeface usage


To make sure that all Patient Opinion communications are clear and legible, and follow the same look and feel, please follow these recommendations when using type.

Always ensure a strong contrast between the type and the background colour.

The minimum usage size is 8pt.

Ensure that all body text is aligned left, never centred, forced justified or ranged right. And that all headline text is either ranged left or right, never centred.

Please use correct versions of the font and not distortions e.g. expanded or condensed.

Never fill the page with text or use hyphens to split the words at the end of lines.

The more people share their opinions…

The more people share their opin-ions…

The more people share their opinions…

To share your story, type it in the large box. You can give it a title if you like.

Perhaps you want to share a suggestion or tip instead? Or send someone a thank you? Or raise a concern about something that wasn’t right?


Perhaps you want to share a suggestion or tip instead? Or send someone a thank you? Or raise

a concern about something that wasn’t right?


Perhaps you want to share a suggestion or tip instead? Or send someone a thank you? Or raise a concern about something that wasn’t right?

4.0 Photography style


The Patient Opinion photography style is bright, positive, calm and professional.

The calm and positive style gives a clear and straightforward message of support and experience whilst bright elements give a vibrant feel to the shots.

The shots, where possible, should feature more than one person. This reflects the supportive nature of Patient Opinion.

Always ensure the tone of any photography used is consistent and that it keeps away from extremes of emotion, in keeping with Patient Opinion’s impartiality.

4.1 Incorrect photography styles


Here are some examples of photography styles that we feel are incorrect for Patient Opinion.

Over saturated stock shots that bear no resemblance to the area that Patient Opinion work in should be avoided.

Any kind of overly staged photography such an individual smiling into the camera.

Never use dark and moody photography. The new Patient Opinion style should be bright, positive and professional.

Never use shots that convey an extreme of emotion, either too happy, too sad or with any anger.

5.0 Graphic device


As well as the colour palette, photography style and typeface, Patient Opinion also has a graphic device that can be used to bring the brand to life.

The ‘P’ of the logo can be used in a solid form to hold titles, quotes, testimonials or simply to create some white space.

The ‘P’ can be used in isolation, tiled up or overlapped as shown.

For implementation guidelines see page 16.

Any combination of brand colours, can be used with the graphic device, however the overlap colour may sometimes require a little extra black in order to achieve enough contrast.

Shape one Must be a brand colour

Shape two Must be a brand colour

Overlap shape Can be tweaked to ensure contrast

Overlapping graphic device

Overlapping graphic device breakdown

6.0 Tone of voice


What you say is just as important as how you say it. When writing a piece of communication for Patient Opinion do keep in mind who you’re talking to. The language you use must be accessible and meaningful to people that might have had a bad experience as well as a pleasant one.

It is possible to write about complex issues in a clear and engaging way without being patronising and this benefits everyone.

Use easy English, free from jargon and complex language.

Keep the vocabulary simple and friendly but direct.

Keep sentences short - try to keep to one main idea per sentence.

Use simple punctuation - avoid semicolons, colons and hyphens.

The brand’s voice should always be kept in mind; warm, clear, engaging and understanding.

In the five years we have been running Patient Opinion, we have come to understand that not everyone feels comfortable giving feedback via the web. Not everyone can use the internet, not everyone has access to a computer, and not everyone finds it easy to write.

Although we are still trying to solve these very real issues, the past five years have taught us that the web also makes it possible for many more people to ‘speak up’ and be heard – and not just the people you might expect.

As well as people who have received medical treatment, we receive feedback from people with addiction problems, people who have tackled embarrassment about their condition in order to share their story, people battling with mental health issues and people with learning disabilities.

For many of these people, the web is the most accessible and least threatening way to share their story. We also support local organisations in providing guidance to people or groups who may need some extra help in giving their feedback.

There’s still so much more we want to do in order to help everyone’s voice to be heard. This autumn we are planning to make our service simpler, more visible, and more satisfying to use. We’ll also be exploring how we can take feedback in different forms - perhaps as photographs or video.

We’re convinced that the web will allow everyone to have a voice – and we look forward to developing more ways to make our service accessible to everybody.

The web. Inclusive or exclusive?

7.0 Implementing the brand


The new brand is designed to be as flexible as possible and be transferable across any media.

With this in mind there are two main styles of implementing the brand. Firstly their is a purely graphic style for times when photography isn’t appropriate or perhaps is unavailable.

The second combines photography and the graphic device to create documents that feel consistent.

This section will give you guidance on how to implement all the elements (identity, type, colour, graphic device and photography) on documents and within spreads. This is the part where everything comes together to create the overall ‘look’ for the Patient Opinion brand.

7.1 Graphic style implementation


Graphic poster style Graphic folder cover style

Graphic leaflet covers style

Birmingham

Women’s Hospital

ward 7 rocks!

The Manor House has outstanding staff.

Kirsty, Oldham

Toby, Smethwick

Let us know how your NHS has done today

www.patientopinion.org.uk

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Morbi porttitor auctor dui, nec erat consectetur quam

dolor sam vestibulum eu.

Tell your story and make a difference.www.patientopinion.org.uk

Tell your story and make a difference.


www.patientopinion.org.uk www.patientopinion.org.uk

7.2 Photographic style implementation


Photographic document cover styles

Photographic leaflet cover styles









8.0 Contact


Patient Opinion Patient Opinion 53 Mowbray Street Sheffield S3 8EN

T: 0114 281 6256 E: [email protected]


Digital artwork of the marque and the graphic device should be used at all times. A limited number of templates and existing literature is available upon request. Artwork can be obtained from Miriam Rivas-Aguilar on 0114 281 6256 or email [email protected]

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