HHS BRAND IDENTITY...Brand Identity 2018 Logo Sizing & Scaling The following guidelines should be...

HHS BRAND IDENTITY

Brand Identity 2018

LOGO02

LOGO Our Logo

Brand Identity 2018

The HHS logo represents our organization at the high-est level and is absolutely crucial to our brand. It acts as an identifier, a signature, and a symbol of who we are as a company. It serves as one of the first impres-sions and represents what we stand for.

Our logo can be broken down into three parts: the swoosh, our company name, and our tagline. Our sig-nature logo, to the right, should always be maintained according to the guidelines that follow.

PMS 638C PMS 641C

PMS 431CColor ValuesPMS

PMS641C

PMS640C

PMS639C

PMS638C

PMS637C

PMS431C

100.23.0.19

100.10.3.16

99.1.5.5

86.0.9.0

62.0.8.0

42.25.16.59

0.103.160

0.130.186

0.149.200

0.175.215

78.195.224

91.103.112

0067A0

0082BA

0095C8

00AFD7

4EC3E0

5B6770

1 & 2 :

3 & 4 :

gray :

Correct Logo Usage

Full Color

The preferred use of the HHS logo is the full color version on a white background.

White Out

The logo may also be reversed as white out when it is used on a colored background. The logo may also be reversed white out on a black background on documents that are to be output in black and white.

Black Out

The black version of the logo may only be used on documents that are to be output in black and white, and ads in publications that are printed in black and white. The black version of the logo may not be used in any other application (i.e. 3D materials).

Brand Identity 2018

Logo Sizing & Scaling

The following guidelines should be used when scaling and re-sizing our logo to fit within a specific project.

For Print

The minimum size for the reproduction of the logo for print is a height of 0.4482” and a width of 1.125”.

For Screen

The minimum size of the reproduction of the logo for screen is a height of 45.82 px and a width of 115 px.

Isolation Zone

The HHS logo should always stand alone, separated from text and graphics. To ensure the viewer is drawn to the logo, and to protect it against encroachment by text and graphics, always provide an isolation zone around the logo. The clear space around the logo must be at minimum equal to half of the height of the swoosh in the logo. As the size of the logo increases, the isolation zone increases. Using the isolation zone correctly gives the logo the prominence and space it deserves.

115 px

45.82 px

1.125 in

0.4482 in

.5x .5x

OneHHS

OneHHS captures our values, culture, philosophy, and set of guiding principles that we use to conduct ourselves as managers, team members, and as partners for our customers. It’s a common thread that unites us and affects everything that we do as a company.

In that same vein, our OneHHS logo brings together many of our branding elements. Trade Gothic, the same font used in our logo and the swoosh, join over a sea of bubbles to form this specific logo. This logo should remain intact and is best used over white.

Brand Identity 2018

Swoosh

Although we primarily use our signature logo in its entirety, we’ve also adopted some abbreviations of the swoosh lines in various other applications. When our brand has already been established or when a document requires a simple, identifying stamp, we turn to the swoosh as an accent. To the right are a few examples of the swoosh and ways it can be used in various design and marketing efforts.

Blue Tag

The blue tag logo is reserved for HHS use only. The blue tag logo should occur only once per piece. For instance, on a multi-page piece the tag would go on the cover, but the standard logo would be used for the back cover. Additionally, we always allow the tags to bleed off the page. They should never appear in the middle of a document.

Circle Tag

The circle tag is widely used in various external communication efforts, including social media. It can be found in the top right-hand corner of all videos, photos, and designs published on our social media platforms.

Color Swoosh

These colorful swooshes incorporate our bubbles into the lines. These are an excellent way to incorporate a pop of color when needed, but should only be used with approval from the marketing team. We use these on items such as postcards and other handouts, and these function best when used over white.

Logo Swoosh

Used primarily as standalone icon, the shades of blue logo swoosh can be found as a profile picture on social media. It functions best when used over white.

Swoosh Usage

50 px 0.875” 72 px

Top Placement

50 px 0.875” 72 px

Bottom Placement

Minimum Clear Space

.25x .25x

To standardize the use of the tag, three sizes are provided for most uses—50 pixels high for web banners and email headers, .875” high for printed materials, and 72 pixels high for web pages. These sizes should be considered the minimum size for print/online uses. For printed communication, add .125” to the top or the bottom of the red field to cover bleed.

50 pixel logo can be used for:• email newsletters• web banners

72 pixel logo used for:• web page

7/8” logo used for:• 5 x 7” postcard• 6 x 9” booklet• 8.5 x 11” format• A4 format• A3 format• 11 x 17” format• PowerPoint presentation

For formats larger than 11x17” or A3,scale the blue tag logo proportionallyto the piece.

Swoosh Usage (cont’d)

Brand Identity 2018

In video, we abide by title-safe guidelines for positioning text and motion graphics to ensure that these elements are not cut off when viewed on any mobile, computer, or television screens. For all videos posted on social media, we place the circle tag in the upper right-hand corner of the frame, precisely in the corner of the title-safe guide, and scale it down to 8% of its original size. This allows us to always keep the logo present on screen without being overly distracting or interrupting the rest of the image.

On social media design items, the icon itself can be used to accurately space where it needs to be placed on the graphic. Starting from the top right or left corner (as seen on the example to the right) place the icon where it is touching the art board’s side and top. Then, copy the icon and move it down diagonally until both icons are touching. Remove the original icon.

For many of HHS’ social media and external platforms, we use the blue logo swoosh as the profile picture. This clean version helps to showcase the key element of our company logo without using it in its entirety. It is always used over a white background, and the dotted lines in the examples to the right help to show what it should look like in either a box or circle format. In both of these examples, it’s important to make sure there is ample space around the swoosh so that no part of it is cropped out.

Action SafeTitle Safe

General Guidelines

Do Not...

stretch or change the proportions of the logo.

Do Not...

change the color.

Do Not...

reverse out the logo over distracting or low contrast backgrounds that alter legibility.

Do Not...

place the logo over busy imagery, or dark or light backgrounds (unless you are using the white out or black out versions, respectively).

Brand Identity 2018

Examples

HHS Coasters

In this design, we are using:

• White Out Logo• Bubbles

LeadGen Postcards

• White Out Swoosh (front)• Full Company Logo (back)• Large bubble swoosh, bleeding off page

since 1975

ENVIRONMENTSSU P POR T I NG

OF CARE

Examples 12

Digital Brochures

• Color swoosh, masked within bubble (front)• Large bubble swoosh, bleeding off page

Animated Sales Video

In this video, our closing slide includes our:

• Full Company Logo

HHS | moving forward. together.

Your needs and challenges

inspire our solutions.

Brand Identity 2018

COLOR13

When we start a new project, our blank canvas is typically white and we use our color palettes to add accents and bring materials to life. Our primary color palette consists of the blues and the gray that are present in the full HHS logo. Our secondary palette includes a spectrum of colors that compliment our primary palette. The tertiary palette is a combination of our most vivid and playful colors that we primarily use for external efforts.

primary palette

secondary palette

tertiary palette

Brand Identity 2018

COLOR Palettes 14

Primary Palettes

PANTONE637C

PANTONE638C

PANTONE639C

PANTONE640C

PANTONE641C

PANTONE431C

C M Y K 62 2 8 0 82 7 9 0 100 21 10 0 100 35 14 0 100 53 21 4 67 52 44 17

74 193 224

4AC1E0

0 172 216

00ACD8

0 147 201

0093C9

0 128 187

0080BB

0 101 161

0065A1

91 102 112

5B6670

W E B #

Secondary Palettes

C M Y K 2 26 100 0

PANTONE7408C

PANTONE377C

PANTONE7473C

PANTONE7689C

PANTONE186C

PANTONE938C

PANTONE378C

58 22 100 4 75 5 48 3 78 33 7 0 12 100 91 3 75 98 2 0 0 79 92 0

249 190 0

F9BE00

122 153 0

799900

39 153 137

339999

40 141 193

288DC1

207 10 44

CF0A2C

102 47 143 241 93 44

662F8F F15D2C

W E B #

Brand Identity 2018

Tertiary Palettes

C M Y K 20 0 0 0

0 4 12 0

39 0 10 0 41 5 6 0 77 25 6 0

12 1 87 0

2 100 85 6

28 14 98 0 63 0 48 0

199 233 250

255 242 222

C7E9FA

FFF2DE

149 214 277

95D6E3

145 204 277

91CCE3

41 143 194

233 228 64

3399CC

E9E440

200 16 46

194 192 54

CC0033

C2C136

89 191 159

59BF9F

W E B #

Tertiary Palettes

C M Y K 2 50 100 0

76 87 0 0

4 84 100 0 20 60 0 04 100 13 0

32 100 42 1174 100 12 2

49 100 13 1

68 100 8 1

241 146 32

95 67 154

F19220

5F439A

230 79 37

E64F25

200 125 180228 8 126

C87DB4E4087E

162 30 92102 44 130

A21E5C662C82

147 38 128

114 43 135

932680

722B87

W E B #

Brand Identity 2018

Pairings

Within our color palettes, there are a number of combinations of colors that can be paired together. There is no hard and fast rule for creating color combinations; pairing colors is dependent on the desired tone of the project.

Within any given project, one or two colors should be selected as the dominate color(s). When color is used as an explicit design element, dynamic colors should be paired with neutral colors, letting one dominate the other. If the dominant color is dynamic, then the accents should be neutral, and vice versa.

In many cases, we pair colors from our primary and secondary palettes together, while we typically tend to keep the colors of the tertiary palette together since there is a vast spectrum of colors to choose from within that individual palette.

Spectrum

This chart is a guide for the mood each color conveys on a communications piece. The colors shown range from formal to casual and from subtle to bold. On the following page, we review some of the usage guidelines for our colors.

FORMAL

CASUAL

Brand Identity 2018

headlines | subheads body text | pull quotes

Primary Secondary Tertiary

headlines | subheads

living well | social media

headlines | subheads pull quotes | links

headlines | subheads

Examples 22

Brand Identity 2018

Healthcare Brochures

• Secondary palette for the colors of the bubbles and for the header

• The gray from our primary palette and white on a colored background are used for large bodies of text

Examples 23

Living Well Videos

In these intro slides, we are using:

• Tertiary palette, with cream as our base and accenting with other colors

• Circle tag swoosh

NFP One-Pager and AIDET Badge

• Primary palette, using gray for body text and a variety of blues for headers/ subheaders, and graphic elements

• Primary palette in bubble scheme

AcknowledgeKnock on the door. "Hi sir/ma'am. May I come in?"

Introduce"My name is ______ and I will be your housekeeper. I am here to clean your room."

Duration"It should only take me about 10 or 15 minutes."

Explanation"While I am here I will ______. Is there anything you would like me to focus on cleaning today?"

Thank You"Is there anything else I can clean for you before I leave? Thank you."

Brand Identity 2018

TYPOGRAPHY

The typeface of a company sets the tone of voice for a brand and visually conveys a brand’s values. HHS utilizes the Gotham family font. Gotham Book is our primary font and should be used as the default font on all HHS materials. The light & bold versions of Gotham Book should only be used in certain design instances to accent or highlight a specific word.

If the Gotham family font is not installed on your computer, please contact IT for assistance.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!?@#S%&

medium

TYPOGRAPHY Gotham

Brand Identity 2018

Found primarily in video content, Gotham Narrow helps to serve as a more condensed version of Gotham and allows us to fit text into a more confined space. We primarily pair either the bold and book or medium and light combinations together to help differentiate an individual’s name and their title or a heading with a subheading.

medium

Gotham Narrow 26

Brand Identity 2018

Trade Gothic is primarily found and used in the company logo and the OneHHS logo. It is an additional sans serif typography option that can be used to emphasize a heading. We primarily use the bold typeface, but the medium version can be used for more of a subtle approach.

medium

Trade Gothic 27

Aside from our sans serif fonts, Noto Serif serves as an excellent typeface for incorporating an accent into a project. It compliments the Gotham font family when used in subheadings. You can find this font is many of our culinary materials, brochures, and various one pagers.

regular

italic

bold italic

Noto Serif 28

Brand Identity 2018

On the web, we’re slightly limited in which fonts we have access to. With a similar appearance to Gotham Narrow, Source Sans Pro is our default typeface for the HHS website. It has a nice, condensed structure that works well with our external communication efforts.

regular

semibold

Source Sans Pro 29

Just like with Source Sans Pro, we only have a handful of choices of typography that can be used on our website. With Gotham being our primary and preferred typeface, we’ve found that Monsterrat fits in well with the Gotham family and serves as an excellent alternative on our website and when working in any of the Google Drive applications (e.g. Google Docs, Google Sheets, etc.).

If you do not have Montserrat installed in your browser, please contact IT for assistance.

Montserrat 30

regular

medium

Brand Identity 2018

On our social media presence and external marketing efforts, we sometimes use more modern and playful fonts like Fredoka One. This font families helps to give us more of a friendly and approachable voice in our external marketing assets.

In our Living Well videos and design elements posted online, we primarily use the lowercase version of Fredoka One. We rarely capitalize, except when using proper nouns. It should not be used outside of any social media or designs for Living Well.

Fredoka One

Casual Fonts 31

Examples 32

Ancillary and Commercial Space Brochure

In this specific brochure, we are using:

• Gotham Medium (heading)

• Noto serif (subheadings)

• Gotham Book (body)

• Primary palette light blue and gray

Our standard of excellence in healthcare support services has remained consistent for over 40 years and our commitment to responsible financial stewardship and exceptional customer service creates an ideal foundation for our transition to serving ancillary/commercial space.

Our meticulously engineered programs, strong on-site leadership and well-trained frontline team members ensure the best possible presentation of your

space. We pride ourselves on the ability to tailor our systems to meet the needs and

expectations of our partners and impress anyone who visits their facility.

HHS has more than four decades of experience managing both customer-facing and back of

house services, such as:

HousekeepingOur team members are trained to a hospital-level of cleanliness so that when anyone enters your doors they will always find the facility to be notably clean and comfortable.

Facilities MaintenanceFrom managing pest control and landscaping to repairing HVAC systems, our comprehensive facilities management will keep your facility running smoothly at all times.

Food & Beverage With a focus on local and sustainable ingredients, freshness and regional flavors are our top priorities.

Waste Management & Recycling Implementing recycling programs and carefully managing waste disposal will leave your facility immaculate while promoting green initiatives.

Budget ManagementBy effectively managing your budget, we’ll ensure you’re saving money where possible while receiving the best services.

COMPREHENSIVE SUPPORT SERVICES

Brand Identity 2018

Examples 33

Leadership Spotlights

With our Leadership Spotlight video series, we’ve incorporated:

• Gotham Narrow Bold and Book with our tertiary color palette

Monthly Podcasts

In a lot of our lower third text on screen, we combine:

• Gotham Narrow Bold (top) with Gotham Narrow Book (bottom) and a secondary palette color combination.

34Examples

Recipe Card

• Noto Serif (name of recipe)

• Gotham Medium (header)

• Gotham Book (subheader)

• Gotham Light (body text)

• Blue bottom tag

• Transparent box and bubbles

Living Well Post

In this post for social media, we are using:

• Fredoka One and Gotham Book

• Tertiary color palette

RECIPE

DirectionsPosition oven rack 4 inches from heating element and pre-heat broiler to high.

Spread asparagus spears on a baking sheet. Drizzle with 3 tablespoons of Roasted Garlic Vinaigrette. Broil for 3 to 5 minutes or until blistered and tender, turning asparagus once per minute. Transfer to a serving platter.

Cut egg in half and press through a sieve over asparagus (you can also roughly chop the egg or grate it using the large holes on a box grater). Drizzle asparagus and egg with remaining Roasted Garlic Vinaigrette. Top with pecans and sprinkle with fresh cracked pepper.

Yield: 4 servings

Ingredients• 1 pound fresh asparagus

• ¼ cup Roasted Garlic Vinaigrette (recipe follows)

• 1 egg, hard-boiled and peeled

• 3 tablespoons pecans, toasted and chopped

• Black pepper to taste, freshly ground

Broiled Asparagus with Egg and Pecans

CREATED BYHHS Marketing Team

HHS BRAND IDENTITY...Brand Identity 2018 Logo Sizing & Scaling The following guidelines should be...

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