Amda Care Medicine Brand Manual

8/14/2019 Amda Care Medicine Brand Manual

http://slidepdf.com/reader/full/amda-care-medicine-brand-manual 1/42

™

Brand Identity Manual & Style Guide



Our Mission

AMDA, the professional association of medical

directors, attending physicians, and others

practicing in the long term care continuum,

is dedicated to excellence in patient care and

provides education, advocacy, information, and

professional development to promote the delivery of quality long term care medicine.

™



Our Image

Dear Members o the AMDA Community:

AMDA recently introduced a revised logo and new tagline that will appear on all AMDA materialsincluding all electronic and printed materials as well as its Web site, www.amda.com. The changeupdates the logo design while maintaining our brand and promotes the multidimensional,interdisciplinary and orward-moving nature o our constituency. More than just a new look, this logo

and tagline orm part o AMDA’s strategic ramework.

The logo solidies AMDA’s reputation and expands our presence in a rapidly changing heath-caremarketplace. Through consistent use o these newly designed graphic components in all o ourmessages, AMDA will reinorce our standards, position and dedication to excellence and positionAMDA or continued success. To communicate a unied visual image, we ask all AMDA sta andvendors to adhere to the standards specied in this new Brand Identity Manual and Style Guide.

The manual comprises examples o our graphic identity in all association communications andunctions. This tool removes the guess work when using these valuable visual company assets andprovides “do’s and don’ts” relating to size, color and placement. Consistent usage o AMDA’s logo andtagline on all printed materials is essential in conveying the ideals associated with the AMDA brand.

We appreciate your support and compliance. The AMDA board embraces this new visual look andmessage or our organization. The strategic plan calls or an integrated approach to our programs andour materials. With these strategic changes to our visual assets, AMDA’s brand creatively reects this

integration important or our uture success.

Sincerely,

Lorraine TarnoveAMDA, Executive Director



i | Table o Contents

Table of Contents

Brand Identity ..................................................1

AMDA Brand ...................................................2

Graphic Identity ............................................... 3AMDA Logo ......................................................4

Primary Logo....................................................5

Minimum Clear Area and Size........................... 6

Reproduction Size, Weight Variations ............... 7

Alternate Logo .................................................8

Alternate Logo Application............................... 9

Black & White, Reverse and Color Options .......10

Logo Do’s and Don’ts .......................................11

Graphic Symbol Use.........................................12

Program Logos ................................................13

Logo Colors......................................................14

Secondary and Web Safe Color ........................15

Typography ...............................................16, 17

Sample Typography...................................18, 19Collateral Materials, Stationery Set .................20

Stationery Set .................................................21

Standard Letter Format ...................................22

News Release ..................................................23

Business Card ..................................................24

Envelope .........................................................25

Mailing Label and Name Tag ...........................26

Electronic Use, E-mail & PowerPoint ................27

CD Label ..........................................................28

Creative Applications.......................................29

Editorial Style Guide.................................30–36



Brand identity | 1

Brand Management is Asset Management

In today’s competitive marketplace, successul organizations realize the power o eective asset

management in all aspects o their business. O those various assets, one’s brand identity and its

logo remain the prevalent symbols o an organization’s strategic vision in the marketplace.Organizations that eectively manage these otentimes intangible yet visible assets signicantly

connect with their customers. Successul brand management invoke emotions, establish trust and

echo an organization’s guiding principles. Simply put, one’s brand can bring an organization to lie.

Brand Identity



2 | AMDA Brand

AMDA Brand

Established in 976, AMDA’s ounding president, Dr. William Dodd, recognized the need to

better organize and educate physicians who would ulll the role o physician medical director.

This vision and ideal provided a solid oundation upon which AMDA would build and expand

its advocacy on matters impacting national medical public policy. AMDA has grown to be a

recognized resource on clinical practice and physician leadership in long term care. For 30 years,AMDA’s activities exemplied its commitment to education and advocacy or those involved

in long-term care medicine. Today, AMDA promotes the collaborative eorts o an entire team

involved in quality patient care in the long term care settings.

AMDA’s tagline “Dedicated to Long Term Care Medicine” resonates as a guiding principle. It

claries the nature o the organization and its constituents – long term care acility medical

directors as well as attending physicians and other practitioners (such as pharmacists and nurse

practitioners) who work throughout the long term care continuum.



Graphic identity | 3

Graphic Identity

An institution’s logo is the dominant outward visual expression o its personality, values and as-

pirations. A distinctive AMDA logo and tagline “Dedicated To Long Term Care Medicine” evoke a

commitment that has local, regional, national and international audiences. Our logo and printed

materials express our serious commitment to conveying the AMDA brand image as well as the

underlying qualities upon which our visual identity is built.

This Brand Identity Manual and Style Guide is the guide to applying our image and logo to the

materials through which we communicate to all our constituencies. Consistent application o

these standards over time will benet AMDA through improved awareness, recognition and

proessional appearance.



4 | AMDA Logo

AMDA Logo

AMDA’s logo represents the association’s character as well as its aspirations or the uture. The

logo symbol –diamonds interlocking to join members and colleagues in a unied approach–

resonates the undamental nature o AMDA by its progressive diamonds o growth and its quest

or knowledge o ” Dedicated To Long Term Care Medicine” vision. It is also an image rich with

positive associations to programs and medical knowledge. The diamonds orm arrows pointingto the AMDA letter orm while the letter “d” backbone is the sta o Asclepius with a single

serpent encircling the sta.

The Tagline Logo The ofcial AMDA institutional tagline, “Dedicated To Long Term Medicine ” is incorporated into

the primary logo to be used in situations where the whole Association is the primary ocus. This

logo should not be used in conjunction with other department/division campaign taglines when

a specic program is addressed with a theme specic to that audience.

Examples O Use o Taglines:

•Onthebackofaprogrampublication(notonfrontwithaprogram-specictagline.)

•OnaninstitutionaladvertisementthataddressesthewholeofAMDA.

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Primary Logo | 5

Primary Logo

The ofcial AMDA logo is a combination mark consisting o a graphic symbol with customized

typography. Whenever possible, the two-color or our-color version o the logo should be used,

printed in the specied PMS colors or in a process color conversion o those PMS colors when spot

colors are unavailable. When restrictions limit the number o colors used, the logo should be pre-

sented in black or russet. Adobe Illustrator CS3 sotware was used to create logos.

Primary Logo in PMS 08 (AMDA RED: C=0, M=9, Y=34, K=38 ) and Black

PRIMARY LOGO REVERSED PMS 08 AND BLACK ON A DARK COLOR BLUE PMS 54

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6 | Logo Clearance

Minimum Reproduction Size The primary logo may not be reproduced anysmaller than one-and-one-hal inches or ninepicas in width. See ollowing page or logo

weight rules according to reproduced size.

Minimum Clearance AreaWhen the logo is used in marketing materials in conjunction with other typography,

photography, or illustrations, a minimum measure o clear space must surround the logo

type. This space is equivalent to the width o the smallest diamond measured diagonally, as

illustrated below with the grey border.

A tip or measuring:Draw a temporary box as a measurement tool and rotate it 45°. Then size the box to the small diamond. Rotate

back to 0° and use sized box as a guide or spacing as shown. Delete box when completed.

™Note theopticalalignmento type tographicdiamond.

™

- 1/2 inches or 9 picas

Note theopticalalignmentover hang o trademark toright margino logo.



Reproduction Sizes | 7

Reproduction Size and Weight Variations The primary logo exists in three weight variations based on reproduction size. Ninety percent o

all uses will apply to the regular (no size designation) logo; however, large (_lrg) and small (_sm)

designated logos exist or large (greater than six inches wide) and small (below two inches wide)

applications.

™

™

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File Name: AMDA_Primary_Logo.6Over_lrg .eps Application: Printed Six Inches or Over.

File Name: AMDA_Primary_Logo_to6. eps Application: Printed Between Two and Six Inches.

File Name: AMDA_Primary_Logo__Minus_sm.eps Application: Printed Two Inches or Under.



8 | Alternate Logo

Alternate LogoFor situations where the tagline would be considered unnecessary, the alternate diamond and

amda only logo may be used. Example applications o this would be on commercial items oron association identication signage. Color and graphic element restrictions o primary logomight apply because o production processes and are dependant on vendor mechanicalcapabilities. See the ollowing page or sample applications.

Alternate Logo (Without Tagline) In PMS 08 and Black

Alternate Logo (Without Tagline) Reversed In PMS 08 and Black On a Dark Color Blue PMS 54

Alternate Logo (Without Tagline) Reversed Overlay Black Simplied or a Production Process o Silk Screening.



Applications o Logo | 9

E : = , = , Y = , =

Applications of Alternate Logo

Signage

Training

Apparel



10 | Logo Options

Black & White, Reversed and Color OptionsA strong brand identity has well-dened guidelines and a certain amount o exibility. This allows

logo applications to both coordinate and enrich the variety o materials on which the logo will be

displayed. The ollowing logo options provide simplied choices or reduced color communications

and are to be used only when budget does not permit color (our-color process or multiple spot

color) reproduction. For one-color applications, the logo can present in PMS 08 red or black over

light colored backgrounds or reverse black and white over dark backgrounds.

™

™

™

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Primary Logo In Black (one color) Primary Logo In Black over a 0% PMS 95 (Two Color)

Primary Logo In Black and PMS 08 (Two Color) Primary Logo In Reversed Over a PMS 95 (Two Color)



“Dos and Don’ts” | 11

Do’s and Don’tsUsing the ofcial logo correctly will maintain consistency and

respect or the AMDA brand.

Please ollow the guidelines below or all versions o the logo.

•DOusetheprimaryformofthelogowheneverpossible.

•DOmaintaintheminimumclearspaceandreproductionsizeandspecication.

•DOconsultthisstylemanualoryourAMDAcontactwheninquestion.

Graphic Examples o Unacceptable Logo Use

DO NOT change the colors o the logo (see logo variations in this

manual or color options).

DO NOT recreate the logo—digital les are available rom

your AMDA representative.

DO NOT place other graphics overor within logo clear space.

DO NOT print the color version

o the logo on colored paper—thiswill aect the color o the logo. Usethe black version o the logo whenprinting on colored stock.

DO NOT alter the composition o

logo elements.

DO NOT reproduce the logo on a

patterned background or paper.

DO NOT apply special graphic eectsto the logo.

DO NOT distort the proportion o the logo horizontally or vertically.

DO NOT print a one-color version o thelogo in a color other than black, PMS 08or its CMYK equivalent. Reverse versionsare also viable options.

DO NOT use the symbol aloneas anything other than a subtlebackground element.

Dedicated To Long Term Care Medicine

amdaDedicated To Long Term Care Medicine Dedicated To Long Term Care Medicine


™

Dedicated To Long Term Care Medicine Dedicated To Long Term Care Medicine

Dedicated To Long Term Care Medicine Dedicated To Long Term Care Medicine

DO NOT use the trisymbol aloneas anything other than a subtlebackground element.



12 | Symbol Use

Graphic Symbol UseIn order to uphold the visual balance o the AMDA symbol, ollow these

cropping options:. Full symbol, uncropped

. Show the symbol cropped no more than /3 out o rame vertically

3. Show a portion o the symbol where 3 corners are visible

Note: the ollowing examples are to illustrate cropping, screening and transparency

options only—the symbol is never used as a standalone element.

GRAPHIC symbol background element cropping options

When used as a background graphic, the symbol can appear only

in tints o the ollowing specied color o PMS 08 (AMDA Red)

the process color conversions are acceptable (see page 4 ). The

symbol eect is to be subtle, as an underlying support element,and should thereore never present itsel more than 40 percent but not

less than 0 percent in contrast with the background color/image.

The symbol may also be reproduced as a semi-transparent

reverse out o a background o solid color or a photograph.

Black @ 5 % opacity PMS 08 @ 5 % opacity 40% opacity white over color 40% opacity white over photo



Program Logos | 13

Program Logos

Core Curriculum Evidence-Based Course

Interdisciplinary Content

Web Logos

STATE NETWORK NEWS

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™

CPGNews.orgStart Here™



14 | Logo Colors

Rich Black:

80C60M40Y

00K

75%

50%

5%

0%

Logo Colors The AMDA logo uses russet red and black. Spot colors are PMS 08 russet. When using our-color

process inks and spot PMS colors are not an option, the logo may print as a process-color build:

Color representationo printing throughoutthis manual is not an

exact match due to thelimitations o the digitalreproduction process. Forthis reason, please reer toa Pantone® swatch book,available rom either AMDAor a commercial printer.

PMS 08:

0C9M34Y38K

PMS 08:

75%

50%

5%

0%

Black:



Secondary Colors | 15

PMS 575:

75%

50%

5%

0%

PMS 89:

75%

50%

5%

0%

PMS 7470:

75%

50%

5%

0%

PMS 08 =HEX: 8B74C 39R

39G

76B

PMS 575=HEX: 4C538

76R

83G

30B

Black =HEX: 000000

0R

0G

0B

Complimentary Secondary Colors The ollowing samples are suggested colors to complement the primary logo. Colors have been

selected to provide a variety o hues with similar values.

Web Safe Colors The ollowing samples suggest colors o a Web palette. Colors shown below provide a variety o

hues with similar values o PMS color converted to RGB HEX code o Web Sae Colors.

PMS 89:00C

64M0Y

60K

PMS 575:60C47M

0Y30K

PMS 758:0C3M

0Y0K

PMS 7470:80C5M

0Y45K

PMS 758:

75%

50%

PMS 89 =HEX: 00F5B

0R

47G

9B

PMS 7470=HEX: 30688D

48R

04G

4B

PMS 758=HEX: E4DED0 8R

G

08B



16 | Typography

Typography Times New Roman is the basic typeace used to create the customized AMDA logo. Times (Regular, Italic,

Bold, Bold Italic) is thereore the suggested body typeace or advertising and print materials. To maintain a

consistent image, use Times as the standard text whenever possible.

Myriad Pro (Light, Light Italic; Regular, Italic; Bold, Bold Italic) is a sans seri ont that subtly contrasts the more

traditional look o the Times New Roman ont and provides great exibility with its multiple weights and

variations.

In print, when Myriad Pro onts are not available, or in live text Web applications, Arial can be substituted.

Times New Roman Regular

10/12

The quick brown fox jumped over the lazy

dog. THE QUICK BROWN FOX JUMPED

OVER THE LAZY DOG. Lorem ipsum do-

lor sit amet, consectetuer adipiscing elit. Nam

nibh. Nunc varius facilisis eros.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890!?@#$%^&*•()

Times New Roman Regular Italic

10/12

The quick brown fox jumped over the lazy


OVER THE LAZY DOG. Lorem ipsum dolor

sit amet, consectetuer adipiscing elit. Namnibh. Nunc varius facilisis eros.



1234567890!?@#$%^&*•()

Times New Roman Bold

10/12

The quick brown fox jumped over the

lazy dog. THE QUICK BROWN FOX

JUMPED OVER THE LAZY DOG.

Lorem ipsum dolor sit amet, consectetueradipiscing elit. Nam nibh. Nunc varius



1234567890!?@#$%^&*•()

Times New Roman Bold Italic

10/12

The quick brown fox jumped over the

lazy dog. THE QUICK BROWN FOX

JUMPED OVER THE LAZY DOG. Loremipsum dolor sit amet, consectetuer adipisc-

ing elit. Nam nibh. Nunc varius facilisis



1234567890!?@#$%^&*•()



Typography | 17

Myriad Pro Light

0/ The quick brown fox jumped over the lazy

dog. THE QUICK BROWN FOX JUMPED OVER THE LAZY DOG. Lorem ipsum dolor sit amet,

consectetuer adipiscing elit. Nam nibh. Nunc

varius facilisis eros.



1234567890!?@#$%^&*•()

Myriad Pro Light Italic

0/The quick brown fox jumped over the lazy dog.

THE QUICK BROWN FOX JUMPED OVER THE LAZY DOG. Lorem ipsum dolor sit amet,


varius facilisis eros.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0 ! ? @ # $%^& * • ( )

Myriad Pro Regular

0/ The quick brown ox jumped over the lazy

dog. THE QUICK BROWN FOX JUMPED OVER THE LAZY DOG. Lorem ipsum dolor sit amet,consectetuer adipiscing elit. Nam nibh.Nunc varius acilisis eros.


a b c d e g h i j k l m n o p q r s t u v w x y z

1234567890 ! ?@#$%^&* • ( )

Myriad Pro Regular Italic

0/The quick brown ox jumped over the lazy

dog. THE QUICK BROWN FOX JUMPED OVERTHE LAZY DOG. Lorem ipsum dolor sit amet,


varius acilisis eros.


a b c d e g h i j k l m n o p q r s t u v w x y z

1234567890 ! ?@#$%^&* • ( )

Myriad Pro Bold

0/The quick brown fox jumped over the lazy

dog. THE QUICK BROWN FOX JUMPEDOVER THE LAZY DOG. Lorem ipsum dolor

sit amet, consectetuer adipiscing elit.

Nam nibh. Nunc varius facilisis eros.


abcdefghijklmnopqrstuvwxyz1234567890!?@#$%^&*•()

Myriad Pro Bold Italic

0/The quick brown fox jumped over the lazy


OVER THE LAZY DOG. Lorem ipsum dolor

sit amet, consectetuer adipiscing elit.


abcdefghijklmnopqrstuvwxyz 1234567890!?@#$%^&*•()



18 | Typography

10/12 Times New Roman Regular – sample text Lorem ipsum

dolor sit amet, consectetuer adipiscing elit. Nam nibh. Nunc

varius facilisis eros. Sed erat. In in velit quis arcu ornare laoreet.

Curabitur adipiscing luctus massa. Integer ut purus ac augue

commodo commodo. Nunc nec mi eu justo tempor consectetuer.

Etiam vitae nisl. In dignissim lacus ut ante. Cras elit lectus,

bibendum a, adipiscing vitae, commodo et, dui. Ut tincidunt tortor.

Donec nonummy, enim in lacinia pulvinar, velit tellus scelerisque

augue, ac posuere libero urna eget neque. Cras ipsum. Vestibulumpretium, lectus nec venenatis volutpat, purus lectus ultrices risus, a

condimentum risus mi et quam. Pellentesque auctor fringilla neque.

Duis eu massa ut lorem iaculis vestibulum. Maecenas facilisis elit

sed justo. Quisque volutpat malesuada velit.

Times Italic Sample Subhead Nunc at velit quis lectus nonummy eleifend. Curabitur eros.

Aenean ligula dolor, gravida auctor, auctor et, suscipit in, erat. Sed

malesuada, enim ut congue pharetra, massa elit convallis pede,

ornare scelerisque libero neque ut neque. In at libero. Curabitur

molestie. Sed vel neque. Proin et dolor ac ipsum elementum

malesuada. Praesent id orci. Donec hendrerit. In hac habitasse

platea dictumst. Aenean sit amet arcu a turpis posuere pretium.

Times Run-in Head – Nulla mauris odio, vehicula in, sit amet,

tempus id, metus. Donec at nisi sit amet felis blandit posuere.

Aliquam erat volutpat. Cras lobortis orci in quam porttitor cursus.

Aenean dignissim. Curabitur facilisis sem at nisi laoreet placerat.

Duis sed ipsum ac nibh mattis feugiat. Proin sed purus. Vivamus

lectus ipsum, rhoncus sed, scelerisque sit amet, ultrices in, dolor.

Aliquam vel magna non nunc ornare bibendum. Sed libero.

Maecenas at est. Vivamus ornare, felis et luctus dapibus, lacus leo

convallis diam, eget dapibus augue arcu eget arcu.

Fusce auctor, metus eu ultricies vulputate, sapien nibh faucibus

ligula, eget sollicitudin augue risus et dolor. Aenean pellentesque,

tortor in cursus mattis, ante diam malesuada ligula, ac vestibulum

neque turpis ut enim. Cras ornare. Proin ac nisi. Praesent laoreet

ante tempor urna. In imperdiet. Nam ut metus et orci fermentum

nonummy. Cras vel nunc. Donec feugiat neque eget purus.

MYRIAD PRO REGULAR SAMPLE HEADLINE

“Sample side bar quote.

8/12 Myriad Light

Italic. Etiam vitae nisl.

In dignissim lacus ut

ante. Cras elit lectus,

bibendum a, adipiscing

vitae, commodo et, dui. Ut

tincidunt tortor. posuere

libero urna eget neque.

Cras ipsum. “

Sample Side BarHead in MyriadPro BoldSample side bar

text. 9/ Myriad Pro

Regular. Nulla mauris

odio, vehicula in,

condimentum sit amet,

tempus id, metus.

Donec at nisi sit amet

elis blandit posuere.

Aliquam erat volutpat.

Cras lobortis orci in

quam porttitor cursus.

Aenean dignissim.



Typography | 19

Designing with Myriad Pro



20 | Collateral Material

Collateral Materials The Stationery SetAMDA’s logo within the Stationery set serves as a principal visual vehicle in today’s complex marketplace.

Letterhead, envelopes, mailing labels and business cards play an important role in representing the

association and its communications about mission programs and advocacy papers. Presentation o the

logo in a consistent orm will continue to build unied brand strength and brand identity. Diagrams

depicting the approved logo treatment are shown in the ollowing pages.

American

Medical

Directors

Association

11000 Broken Land Parkway

Suite 400

Columbia, MD 21044

(410) 740-9743

www.amda.com

Washington, DC

(301) 596-5774

Toll Free

(800) 876-AMDA

FAX

(410) 740-4572

President

Charles Crecelius, MD, CMD

St. Louis, Missouri

President-Elect

David A. Brechtelsbauer, MD, CMDSioux Falls, South Dakota

Vice President

Paul R. Katz, MD, CMD

Rochester, New York

Immediate Past President

Alva (Buzz) S. Baker, MD, CMD

Sykesville, Maryland

Secretary

Matthew S. Wayne, MD, CMD

Shaker Heights, Ohio

Treasurer

Jonathan M. Evans, MD, CMDCharlottesville, Virginia

Chair, House of Delegates

Leonard R. Hock Jr., DO, CMD

Pensacola, Florida

Executive Director

Lorraine Tarnove


™

Marcie O’Reilly

Director,Membership and Communications

Phone:410-9 92-3126

Fax:410-740 -4572

[email protected]


™

DedicatedTo Long Term Care Medicine

American Medical Directors Association


Suite 400

Columbia, MD 21044

™

DedicatedTo Long Term Care Medicine



Suite 400

Columbia, MD 21044

FPO GLASSINE WINDOW AREA

Address Service Requested

™



Standard Letterhead | 21

Standard Letterhead The logo is to be positioned as shown and printed in

two colors. Address/contact block should display asspecied below.

American

Medical

Directors

Association


Suite 400

Columbia, MD 21044

(410) 740-9743

www.amda.com

Washington, DC

(301) 596-5774

Toll Free

(800) 876-AMDA

FAX(410) 740-4572

President

Charles Crecelius, MD, CMD

St. Louis, Missouri

President-Elect

David A. Brechtelsbauer, MD, CMD

Sioux Falls, South Dakota

Vice PresidentPaul R. Katz, MD, CMD

Rochester, New York


Alva (Buzz) S. Baker, MD, CMDSykesville, Maryland

Secretary

Matthew S. Wayne, MD, CMDShaker Heights, Ohio

Treasurer



Leonard R. Hock Jr., DO, CMDPensacola, Florida

Executive Director

Lorraine Tarnove


10 picas

31 picas or 5.25 inches

Live Content Area

5 picas 6 pts or .875 inch from top

42 picas or 7 inches

3 picas or1/2 inch

margins

™

Size

8 / x inches

Paper Stock

Strathmore #4white wove

Printing Inks

PMS 08, Black

|



22 | Letterhead Format

AMDA•11000BrokenLandParkway•Suite400•Columbia,MD21044•(410)740-9743•amda.com

Standard Letter Format The guidelines written in the sample letter below are or laser printed

correspondence on association letterhead. Subsequent pages o multiplepage documents should contain only the ooter or continuity.

American

Medical

Directors

Association


Suite 400

Columbia, MD 21044

(410) 740-9743

www.amda.com

Washington, DC(301) 596-5774

Toll Free(800) 876-AMDA

FAX

(410) 740-4572

President

Alva (Buzz) S. Baker, MD, CMDSykesville, Maryland

President-ElectCharles Crecelius, MD, CMD

St. Louis, Missouri

Vice PresidentDavid A. Brechtelsbauer, MD, CMDSioux Falls, South Dakota


Steven A. Levenson, MD, CMDTowson, Maryland

SecretaryPaul R. Katz, MD, CMD

Rochester, New York

Treasurer



Edward S. Warren, MD, CMDInman, South Carolina

Executive DirectorLorraine Tarnover


2 inches from top

1 inch from bottom

Spring 2008

Dear Members of AMDA:

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nam nibh. Nunc varius facilisis eros. Sed erat.

In in velit quis arcu ornare laoreet. Curabitur adipiscing luctus massa. Integer ut purus ac augue

commodo commodo. Nunc nec mi eu justo tempor consectetuer. Etiam vitae nisl. In dignissim lacus ut

ante. Cras elit lectus, bibendum a, adipiscing vitae, commodo et, dui. Ut tincidunt tortor. Donec

nonummy, enim in lacinia pulvinar, velit tellus scelerisque augue, ac posuere libero urna eget neque.

Cras ipsum. Vestibulum pretium, lectus nec venenatis volutpat, purus lectus ultrices risus, a

condimentum risus mi et quam. P ellentesque auctor fringilla neque. Duis eu massa ut lorem iaculis

vestibulum. Maecenas facilisis elit sed justo. Quisque volutpat malesuada velit.

Nunc at velit quis lectus nonummy eleifend. Curabitur eros. Aenean ligula dolor, gravida auctor, auctor

et, suscipit in, erat. Sed malesuada, enim ut congue pharetra, massa elit convallis pede, ornare scelerisque

libero neque ut neque. In at libero. Curabitur molestie. Sed vel neque. Proin et dolor ac ipsum elementum

malesuada. Praesent id orci. Donec hendrerit. In hac habitasse platea dictumst. Aenean sit amet arcu a

turpis posuere pretium.

Nulla mauris odio, vehicula in, condimentum sit amet, tempus id, metus. Donec at nisi sit amet felis

blandit posuere. Aliquam erat volutpat. Cras lobortis orci in quam porttitor cursus. Aenean dignissim.

Curabitur facilisis sem at nisi laoreet placerat. Duis sed ipsum ac nibh mattis feugiat. Proin sed purus.

Vivamus lectus ipsum, rhoncus sed, scelerisque sit amet, ultrices in, dolor. Aliquam vel magna non nunc

ornare bibendum. Sed libero. Maecenas at est. Vivamus ornare, felis et luctus dapibus, lacus leo convallis

diam, eget dapibus augue arcu eget arcu.

Fusce auctor, metus eu ultricies vulputate, sapien nibh faucibus ligula, eget sollicitudin augue risus et

dolor. Aenean pellentesque, tortor in cursus mattis, ante diam malesuada ligula, ac vestibulum neque

turpis ut enim.

Sincerely,

Jane D. SmithDirector

™

N R l F | 23



News Release Format | 23

News Release Format The news release below uses a simplied association letterhead with

the logo in the upper right corner and the association’s address as aooter. Subsequent pages o multiple page documents should contain

only the ooter or continuity.


™ NEWS RELEASE

11000BrokenLandParkway,Suite400•Columbia,MD,20044•www.amda.com

FOR IMMEDIATE RELEASE CONTACT: Marcie O’[email protected]

January 10, 2008

AMDA Announces Revised Logo and Tagline that Reflect Strategic Vision

Columbia, MD – AMDA has introduced a revised logo and new tagline that will appear on its Website and all electronic and printed materials starting this month. The change updates the logodesign while maintaining its brand and promotes the multidimensional, interdisciplinary, growing,and forward-moving nature of the organization’s constituents.

Two years of discussions about AMDA’s vision for the future have resulted in a broader, moreinclusive approach—visually represented by the refreshed logo. A strategic framework also hasbeen developed that includes extensive input from the association’s staff and volunteers andresponds to the members who told AMDA leaders they need to embrace all those who work withthem to succeed in improving care.

Executive Director Lorraine Tarnove notes, “AMDA is still an association representing physicianswho practice in long term care. But, our members told us loud and clear, they can’t do their jobswithout having meaningful collaboration with all the members of the care team. We found out thatphysicians are willing to step away from the traditional physician image to be members of a team–to mentor, educate, and collaborate so patients receive the care they deserve.”

The new logo will retain the lower case lettering, red color, and diamond shape that have becomeidentified with AMDA. Its redesign simplifies and stylizes the logo while updating it visually andmaking it more easily useable in various media. The new tagline, “Dedicated to Long Term CareMedicine,” clarifies the nature of the organization and its constituents—long term care facilitymedical directors, as well as attending physicians and other practitioners (such as pharmacists andnurse practitioners) who work throughout the long term care continuum.

“The revisions to the logo will make it easier to use, while maintaining the elegant style andbranded elements that have marked AMDA products and materials in the past,” says Tarnove.“The tagline was added because people don’t always understand exactly what AMDA is and who itrepresents,” she adds.

The change started with a discussion by the organization’s staff regarding what they wanted thelogo to convey. They then worked with a top graphic artist to develop the new logo. Additionally,the staff devised a list of possible taglines and voted on the top ones. The AMDA CommunicationsCommittee narrowed the list further, and the AMDA Board of Directors made the final decision.“We felt that this tagline best conveyed who we are and what we want visitors to our Web site andothers to understand about our organization and its members and other constituents.”

—more—

24 | B i C d



24 | Business Card

Business CardAMDA’s business card measures 31⁄2 inches by inches in a

horizontal orientation. The logo is to be positioned as shownand printed in two colors.

Jane C. SmithDirector

Phone: 555-555-5555

Fax: 555-555-5555

[email protected]


/ inch

/ inch

/ inch / inch

1 inch

1 inch1/ inch

™

Size

3 / x inches

Orientation

horizontal

Paper

white house stock o

selected printer

Printing Inks

PMS 08, Black

No Ten En elope | 25



No. Ten Envelope | 25

Envelope The AMDA logo is to be positioned as shown and printed in

two colors. This set up is recommended or #0 regular andwindow envelopes. Address contact block should display as

specied below.




Suite 400

Columbia, MD 21044

Address Service Requested

/ Inch

/ Inch

/ Inch

™

26 | Mailing Label and Name Tag



26 | Mailing Label and Name Tag

Mailing Label The AMDA logo is to be positioned as shown and printed in

two colors. Address block should display as specied below.




Suite 400

Columbia, MD 21044

/ inch

/ inch™

Name Tag The Name Tag below is an example o a variety o

tags available.Size

/4 x 3 inches

Media

60-mil.-thick plastic laminatewith magnetic orclip astener

Printing Inks

our color

™

Jane C. Smith, MD, CMD

Adjunct Lecturer- Palliative Care

Size

6 x 4 inches

Paper

white house stock o selected printer

Printing Inks

PMS 08, black

Electronic Media | 27



Electronic Media | 27

E-mail Masthead To address all common orms o communication, the

ollowing masthead has been developed or use ine-mail correspondence. This jpeg image would position

at the top o the e-mail and Times Roman text ollowing

would indent let to align with the split o the symbol.

PowerPoint TemplateFor proessionally branded presentations, the ollowing

PowerPoint background images have been produced

or an intro screen and subsequent content screens.

™


™

™

28 | Electronic Media



28 | Electronic Media

CD LabelCD labeling illustrated below depicts the positioning

o the brand. Typically the logo should be separate andplaced over a white background color.

1 1 0 0 0 B r o k e n L a n d P ar k w ay Sui te 4 0 0 C o l u m b

i a, M D 2 1 0 4 4

Am e r i c an Medical Direc t o r s A s s o c i a t i o

n

Insert Title

and /or

Picture


™

Creative Use | 29



Creative Use | 29

AMDA Brand Creative The AMDA Brand should serve as a litmus test or all creative media, addressing all

the major AMDA audiences. As new brand materials are developed, they shouldreect the ollowing concepts and usage o the brand.

T he re v ised P ress u re Ulce rs i n the Lo n

g Te r m Ca re

Setti n g c l i n ica l p rac t ice g u ide l ine reco m me nds tha t

t he ca re tea m, w h ic h inc ludes the pa t ie n t a nd t h

e

fa m i ly, wo r k toge t he r to de ve lo p a nd i m p

le me n t a n

e f fec t i ve p la n o fca re tha t is co n

s is te n t w it h the

pa tie n t ’s p rog nos is, goa ls, a nd e x pe

c ta t io ns. Beca use

med ica l co nd i t io ns ma y co n t r i b u te to a n

d co m p lica te

t he de ve lo p me n t o f p ress u re u lce rs, p rac t i t io ne

rs

s ho u ld no t v ie w u lce rs as so le l y a n

u rs ing c ha lle nge

b u t ra the r as a p ro b le m bes t add ressed b y a co m p re-

he ns i ve, in te rd isc ip li na r y a p p roac h to t he pa t ie n t.

T he re v ised g u ide li ne is e v ide n

ced based a nd

inc ludes g u ida nceo n:

N P U A P s tag ing;

d is t ing u is h ing p ress u re u lce rs fro m o t he r u lce rs;

p ress u re ma nage me n t

d iag nos i ng a nd ma nag ing i n fec t io n;

trea t me n t se lec t io n

pa i n ma nage me n t; a nd

r is k ma nage me n t.

T he g u ide l ine a lso g ives e v ide nce ba

sed i n fo r ma tio n

re la ted to co n tro ve rs ia l a reas s uc h

as n u tr i tio n a nd

h yd ra t io n, t rea t me n t c ho ices, re ve rse s tag ing,

u na vo ida b i li t y, p ho tog ra p h ic doc u

me n ta t io n, a nd

t u r n i ng a nd pos i t io n

ing.

T he re is a g lossa ry o f te r ms, sa m p le p rocess

a nd o u t-

co me ind ica to rs, e le me n ts fo r doc u me n ta tio n o f a

p ress u re u lce r, e le me n ts fo r s ta ff ed uc

a t io n, a nd m uc h

g u ida nce w h ic h ca n be i nco r po ra ted i n yo u r ed uca-

t io na l p rog ra ms fo r fac i li t y s ta f f.

P ress u re u lce rs a re mos t l i ke l y to be e f fec t i ve l y p re-

ve n ted a nd t rea ted b y fo l lo w i ng es

se n t ia l s te ps a nd

p ro v id ing a p p ro p r ia te ca re o f bo t h t h

e pa tie n t a nd t he

wo u nd. Co ns is te n t a nd co r rec t pe r f

o r ma nce o f t he

bas ic meas u res d isc ussed in t h is g u ide li ne

ca n he lp

fac il it ies de mo ns t ra te t ha t t he y d id e ve r y t h i ng r

ea-

so na b le to tr y to p re ve n t p ress u re

u lce rs a nd hea l

e x is t i ng o nes.

Order on line a t w w w.amda.com /order

or ca l l AMDA a t 410- 740-9 743.

AMDA mem ber s: $20.00 Non-mem ber s: $30.00

™

The AMDA Recommendations forCompleting Death Certificates are designed to

assist physicians through the often complicated process of completing a death certificate. The 8-page booklet includesinformation on understanding the legal definition of death; theroles held by physicians,coroners, medical examiners,andnon-physician practitioners during the process of pronouncing and certifying death; and in-depth information about properly completing the cause of death.

Product # DC-1Member Price: $15.00 Non-Member Price: $20.00

AMDA Recommenda tions for

COMPLE TING DEA TH CER TIFICA TES

I N- D E P T H I N FO R M A T IO N

E ve r y n u rs i n g f ac il it y sho uld ha ve a cop y

www.amda.com/order

30 | Style Guide



30 | Style Guide

Style GuideGuide to Associated Press styleDr. Michael S. Sweeney, Utah State University

Why AP Style?: You must know Associated Press style i you intend to get a job in print journalism. The stylebook is widely used and contains much that will prevent writers rommaking errors o act, grammar and punctuation.

A publication’s use o a particular style provides consistency, accuracy, and tone. For ex-ample, the styles o The New York Times and Rolling Stone dier signicantly. The AP stylealls somewhere in between, aiming at a general audience with a tone that is neither tooelite nor too common. Although you won’t nd an explanation o the logic o AP style in thestylebook, it has been my experience that AP likes inormation presented so it is:

. Totally accurate.. Totally clear to anyone with a high school education.3. As tight as can be, given No. and No. .4. Inoensive, unless there is an overriding reason, central to a signicant news story, to

include potentially oensive words or concepts.

The Associated Press was ounded in 848 as a cooperative eort among six New York newspapers that wished to pool resources or gathering international news. From thebeginning, AP reporters have written their dispatches or readers rom diverse social,economic and educational backgrounds and a wide range o political views. The AP

thereore strives to keep its writing style easy to read, concise and ree o bias. The Associated Press Stylebook , rst published in 977, claried the news organization’s ruleson grammar, spelling, punctuation and usage. Now in its sixth edition, the Stylebook is thestandard style guide or most U.S. newspapers, magazines and public relations rms.

The ollowing Quick Reerence is taken rom The Associated Press Stylebook and Libel Manual ,Sixth Trade Edition.

Style Guide | 31



Style Guide | 31

Numbers •Spelloutthenumbersonethroughnine;

or 0 and up, use Arabic numerals. Forages and percentages, always use Arabic

numerals, even or numbers less than 0.

•Spelloutnumeralsthatstartasentence;if

the result is awkward, recast the sentence:

Twenty-seven detainees were released

yesterday. Yesterday, 993 reshmen entered

the college. • The one exception to this rule is in a

sentence that begins with a calendar year:

1938 was a turbulent year or Leon.

•UseRomannumeralsforwars,monarchs

and Popes: World War II, King George VI,

Pope John XXIII

• Thegures1,2,10,101,andsoonandthe

corresponding words – one, two, ten, one

hundred one and so on – are called cardinal

numbers. The terms st, nd, 0th, 0st,

rst, second, tenth, one hundred rst and

so on are called ordinal numbers.

•Forlargenumbers:useahyphento

connect a word ending in y to another

word: twenty-one, one hundred orty-three,

seventy-six thousand ve hundred eighty-

seven

•Donotusecommasbetweenother

separate words that are part o one

number: one thousand one hundred ty-ve.

•Spelloutcasualexpressions: A thousand

times no!

•Propernames:usewordsornumerals

according to an organization’s practice: 3M,

Twentieth Century Fund,

Big Ten.

AbbreviationsUnited States

•asanoun, United States: The prime minister let or the United States yesterday.

•asanadjective, U.S. (no spaces): A U.S.

soldier was killed in Baghdad yesterday.

•aspartoforganization names (see the AP

Stylebook under “U.S.”)

States •Spelloutthenamesofthestatesintext

when they appear alone: Wildres continued

to rage through southern Caliornia

yesterday.

•Abbreviatethemwhentheyappearin

conjunction with the name o a city, town,

village or military base: Needham, Mass.,

Oxnard Air Force Base, Cali.

•DonotabbreviateAlaska,Hawaii,Idaho,

Iowa, Maine, Ohio, Texas and Utah (the two

states that are not part o the contiguous

United States and the states that are ve

letters or ewer)

•WhenabbreviatingU.S.states,doso

as ollows:

Ala. Ga. Mich. N.J. R.I. Wis.

Ariz. Ill. Minn. N.M. S.C. Wyo.

Ark. Ind. Miss. N.Y. S.D.

Cali. Kan. Mo. N.C. Tenn.

Colo. Ky. Mont. N. D. Vt.Conn. La. Neb. Okla. Va.

Del. Md. Nev. Ore. Wash.

Fla. Mass. N.H. Pa. W.Va.

•Placeonecommabetweenthecityand

the state name, and another ater the state

name, unless at the end o a sentence or

32 | Style Guide



| y

in a dateline (e.g. She traveled rom SanDiego, Cali., to go to school in Kansas City,

Mo. Now, she ‘s thinking o moving to Santa

Fe, N.M.)

Datelines

•PutthecitynameinCAPITALLETTERS,

usually ollowed by the state, country or

territory where the city is located. •Domesticandinternationallargecities

stand alone in datelines (see the AP

Stylebook under “datelines” or a complete

listing).

•DonotabbreviateCanadianprovincesand

territories.

•Inmostcases,usetheconventionally

accepted short orm o a nation ‘s ofcial

name (e.g. Argentina rather than Republic

o Argentina), but there are exceptions.

•UseanarticlewithElSalvador(butnotwith

Gambia, Niger, and so on).

•Withinstories:Followthecitynamewith

urther identication in most cases where

it is not in the same state or nation as the

dateline city.

Academic Degrees

•Avoidabbreviations:BillyBob,whohasa

doctorate in philosophy. •Useanapostropheinbachelor’sdegree,a

master’s, etc.

• ThereisnoapostropheinBachelorofArts

or Master o Science.

•UseabbreviationssuchasB.A.,M.A.and

Ph.D. only when the need to identiy many

people by degree on rst reerence wouldmake the preerred method cumbersome;

use the abbreviations only ater a ull name

and set the abbreviations o with commas:

Samuel Cotton, Ph.D., lectured yesterday on

bioethics

Dates

•AlwaysuseArabicgures,withoutst , nd , rd or th.

•Capitalizemonths.

•Whenamonthisusedwithaspecicdate,

abbreviate only Jan., Feb., Aug., Sept., Oct.,

Nov. and Dec. (e.g. Oct. 4 was the day o her

birthday.)

•Whenaphraselistsonlyamonthandyear,

do not separate the month and theyear

with commas. (e.g. February 980 was his

best month.)

•Whenaphrasereferstoamonth,dayand

year, set o the year with commas. (e.g.

Aug. 0, 964, was the day they had all

been waiting or.)

Time

•Useguresexceptfornoonandmidnight

•Useacolontoseparatehoursfromminutes

(e.g. :30 a.m.)

•4o’clockisacceptable,buttimelistingswith a.m. or p.m. are preerred

Style Guide | 33



y |

PunctuationApostrophe (‘)

•Forpluralnounsendingins, add only anapostrophe: the girls’ toys, states’ rights.

•Forsingularcommonnounsendingins,

add ‘s: the hostess’s invitation, the witness’s

answer.

•Forsingularpropernamesendingins, use

only an apostrophe: Descartes’ theories,

Kansas’ schools. •For singular proper names ending in s

sounds such as x, ce, and z, use ‘s: Marx’s

theories, the prince’s lie.

•Forpluralsofasingleletter,add‘s: Mind

your p’s and q’s, the Red Sox deeated the

Oakland A’s.

•Do not use ‘s or plurals o numbers, ormultiple letter combinations: the 1980s, RBIs

Colon (:)

•Capitalizetherstwordafteracolon

only i it is a proper noun or the start o a

complete sentence: He promised this: The

company will make good all the losses. But:

There were three considerations: expense,

time and easibility.

•Colonsgooutsidequotationmarksunless

they are part o the quoted material.

Comma (,) •Donotputacommabeforethe

conjunction in a simple series: John, Paul,

George and Ringo; red, white and blue.

•Useacommatosetoaperson’s

hometown and age: Jane Doe, Framingham,

was absent. Joe Blow, 34, was arrested

yesterday.

Dash (--)

•Makeadashbystrikingthehyphenkeytwice.Put a space on either side o the dash: Smith

ofered a plan – it was unprecedented – to

raise revenues.

•Use a dash ater a dateline: SOMERVILLE – The

city is broke.

Hyphen (-)•Useahyphenforcompoundadjectivesbefore

the noun: well-known actor, ull-time job,

20-year sentence

•Do not use a hyphen when the compound

modier occurs ater the verb: The actor was

well known. Her job became ull time. He was

sentenced to 20 years.

•Donotuseahyphentodenoteanabrupt

change in a sentence — use a dash.

Parentheses

• Theperceivedneedforparenthesesisanindication that your sentence is becoming

contorted. Try to rewrite the sentence, putting

the incidental inormation in commas,

dashes or in another sentence. I you do use

parentheses, ollow these guidelines:

•Ifthematerialisinsideasentence,place

the period outside the parentheses. •Iftheparentheticalstatementisacomplete

independent sentence, place the period

inside the parentheses.

34 | Style Guide



|

Period

•Useasinglespaceaftertheperiodatthe

end o a sentence. •Donotputaspacebetweeninitials:C.S.

Lewis; G.K. Chesterton.

Quotation marks (“ “)

•Indialogue,eachperson’swordsareplaced

in a separate paragraph, with quotation

marks at the beginning and end o eachperson’s speech.

•Periodsandcommasalwaysgowithin

quotation marks.

•Dashes,semicolons,questionmarksand

exclamation points go within the quotation

marks when they apply to the quoted

material. They go outside when they apply

to the whole sentence.

•Usesinglemarksforquoteswithinquotes:

She said, “He told me, ‘I love you.’”

Tech Termscyberspace database

dot-com DSL

e-mail home page

hyperlink hypertext

Internet intranet

login logo

logon online

shareware Web sitewebcast webmaster

World Wide Web

Titles •Ofbooks, computer games, movies,

operas, plays, poems, songs, televisionprograms, lectures, speeches and works

of art:

- Put quotation marks around the title.

- Capitalize the rst and last words o

the title.

- Capitalize the principal words, including all

verbs and prepositions and conjunctionswith more than three letters.

- Translate a oreign title into English, unless

the American public knows the work by

its oreign name: Nietzsche’s “Thus Spake

Zarathustra”; Mozart’s “Magic Flute” BUT

“Amores Perros”; “The Bhagavad-Gita.”

•Ofnewspapers and magazines:

- Do not place in quotation marks.

- Capitalize the in the name i that is the way

the publication preers to be known.

- Lowercase the beore names i listing

several publications, some o which use the

as part o the name and some o which do

not: Time, Newsweek, the Washington Post,

and the New York Times.

- Where location is needed but not part o

the ofcial name, use parentheses: The

Huntsville(Ala.)Times,TheToledo

(Ohio)Blade.

Style Guide | 35



•Ofplaces:

- The best reerence or all place names

is the “U.S. Postal Service Directory o Post Ofces.”

- The best reerence or oreign geographic

names is the most recent edition o

“Webster’s New World College Dictionary.”

The second-best reerence is the “National

Geographic Atlas o the World.”

- Lowercase compass directions: The warmront is moving east.

- Capitalize names o U.S. regions: The

Northeast depends on the Midwest or its

ood supply.

- The “Middle East” applies to Aghanistan,

Cyprus, Egypt, Iran, Iraq, Israel, Kuwait,

Jordan, Lebanon, Oman, Qatar, Saudi

Arabia, South Yemen, Sudan, Syria, Turkey,

United Arab Emirates and Yemen. The term

is preerable to “Mideast.”

•Ofethnic groups:

- The preerred usage or Arican Americans

is “black.” The term is not capitalized.

- Preerred usage or Caucasians is “white,”

also not capitalized.

- Preerred usage or Asian people is “Asian,”

capitalized. Please note that in British usage

the term applies only to people o the

Indian Subcontinent.- “American Indian,” capitalized with no

hyphen, is preerred over “Native American.”

•Ofseasons:

- Lowercase “spring,” “summer,” “all”

and “winter” and derivatives such as“wintertime” unless part o a ormal name:

I love Paris in the springtime; the

Winter Olympics.

36 | Style Guide



Spelling:

accommodate (two c’s, two m’s)1.

adviser (AP likes an “e” in it)2.

aterward (no “s” at the end)3.

all ready (everyone is prepared; all are4.

ready) and already (completed action)

altar (table in church) and alter (modiy)5.

amid (has no “st” at the end)6.

among (has no “st” at the end)7.

busing (transporting by bus) and bussing8.

(osculating, i.e, kissing)

calendar9.

canceled, cancellation (these are AP’s pre-10.

erences)

Caribbean11.

cemetery (the vowels are “e’s”)12.

embarrass (two “r’s” and two “s’s”)13.

harass (only one “r.” My old boss told me to14.

remember it this way: her ass.)

homicide (not homocide)15.

indiscreet (meaning imprudent)16.

indiscrete (meaning not separated17.

into parts)

judgment (there is no “judge” in judgment)18.

Kmart19.

knowledge20.

livable21.

long term care22.

Marshall, marshal, martial (a person’s name,23.

a military rank, and an adjective meaningmilitary)

National Organization or Women (not “o”24.

women)

nuclear25.

ofceholder (one word)26.

percent27.

preventative / preventive28.

principal (meaning primary or major, as in29.

the title o the high-ranking school ofcial)

principle (a undamental law or doctrine)30.

privilege (no “d”)31.

sheri 32.

State Presidents Council (no apostrophe)33.

subpoena (pronounced “suh-PEEN-a”)34.

Vietnam (one word)35.



Contact Us

Marcie O’Reilly

Director, Membership and Communications - AMDA

000 Broken Land Parkway - Suite 400

Columbia, MD 044

Phone: 40-99-36

Fax: 40-740-457

[email protected]

www.amda.com

Amda Care Medicine Brand Manual

Documents

Transcript of Amda Care Medicine Brand Manual