"Brand IdentIty StandardS GuIdelIneS"
Brand IdentIty StandardS & GuIdelIneS loGo uSe Minimum Size The logo should never appear smaller than 1 1/4” in width, as shown to the right. If the space does not allow for the logo to be used at 1 1/4” width or 1.25” bigger, a typographic solution can be used. “Boston Medical Center” should appear in all upper case in 9pt Times New Roman Regular. “Exceptional Care. Without Exception.” should appear smaller below Boston Medical center “Boston Medical Center” and appear in 8pt Frutiger Light. If Frutiger exceptional Care. Without exception. Light is not available, you may substitute Arial Regular. See suggested typographic representation at right. Boxes, Backgrounds and Borders Do not enclose the logo within any artificial shapes or boxes or surround the logo with any borders or decorative elements. The logo should not print on a background darker than the equivalent of a 25 percent screen of Boston Medical Center (BMC) blue. Do not print on Correct Usage Incorrect Usage dark colors, such as brown and black, and bright colors such as red, green or purple, which may compromise the integrity of the logo; solid light screens and subdued colors are acceptable as backgrounds. The background color may not match color in the logo. The logo (and its required surrounding area) should not be compromised by textured or patterned backgrounds, photographs or gradations. Boston Medical Center | Brand Identity Standards & Guidelines | 05.21.09 loGo uSe Logomark The Boston Medical Center (BMC) logo is the basic identifier for the hospital. Its integrity will be preserved through adherence to a number of guidelines for proper use. The logo should be used on all hospital printed material, advertising and external forms of communication. The Logomark The logo consists of the word ‘Boston’ stacked on top of the word ‘Medical’ with ‘Center’ letterspaced in an arc over the half-circle rule to the upper right. The nested letterforms are tightly and precisely registered. Font substitution is not acceptable. The proportions and positioning of the logo must be preserved. Logo and Tagline ‘B’ The logo should always be used with the tagline. Space Around Logo The logo should not appear crowded. A specific area around the logo should not be violated by text or graphics. This area is defined ‘B’ ‘B’ proportionally by the cap-height of the letter ‘B’ in Boston. Allow for one full cap-height on the left, the right and the bottom—and half ‘B’ a full cap-height on the top. Boston Medical Center | Brand Identity Standards & Guidelines | 05.21.09 loGo uSe Color Black or Reversed into White One color, dark blue: PANTONE® 648 UC (uncoated) PANTONE® 654 C (coated) Black or Reversed Into White Other accepted logo colors include black or reversed into white (as shown at the right). Black or reversed into white logo usage is only acceptable for documents that are strictly black and white, such as photo copies. General Use General Use (Incorrect Usage) Do not expand or condense the proportions (the height/width ratio) of the logo. The logo should never be printed at a low resolution where bitmapped edges detract from its appearance. The logo may be placed in a secondary position by authorized organization insofar as usage guidelines are followed. If you have any questions about the use of the BMC logo and these standards, please contact firstname.lastname@example.org. Boston Medical Center | Brand Identity Standards & Guidelines | 05.21.09