Boston Children’s Hospital

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Brand Guidelines

2021

Brand Summary

Mission

Until every child is well is our mission. It’s what drives us as an organization. It’s our ‘why.’ However, that language should not be used in any external-facing communications. The external positioning is ‘Where the world comes for answers,’ which serves as a rallying cry and summation of the institution’s purpose [^1].

Core Values

equity
diversity
inclusion
hope
consistency
clarity
rigor in messaging and visual identity

Target Audience

Primarily parents and adolescent patients, but also includes referring physicians, researchers, potential donors, industry partners, policymakers, and prospective hires [^2].

Personality Traits

conversational
genuine
human
approachable
optimistic
confident
thoughtful
humble

Visual Identity Overview

The ‘Answers’ brand look is welcoming, simple, and human. It features candid, authentic photography, open layouts with ample white space, a clean and approachable visual style, and a consistent use of core brand colors and typography. The logo is a primary visual identifier, always used with proper spacing and color. Visuals are designed to cut through media clutter and convey hope and clarity [^3].

Categories

Brand Voice

Medicine can be complicated and clinical. For sick children and their families, it can often be scary and confusing as well.
Medical jargon doesn’t help. For example, a “positive’” diagnosis is often anything but. And terms like “palliative” and “comorbid” are not readily understood by the masses.
So while it’s okay for clinicians and researchers to use medical terminology when speaking peer-to-peer, it’s best for us to use more conversational language when speaking to the public. This includes writing to a reading level that most laypeople can understand. Because our audience is primarily parents and adolescent patients, we aim for a sixth- to eighth-grade reading level for all consumer-facing materials.
If we are, in fact, “Where the world comes for answers,” that needs to come through in how we speak to our clients and to the public.
After all, just because the subject matter is hard to understand, it doesn’t mean our messaging should be.
Whether we’re addressing patients and their families, referring physicians, researchers, potential donors, industry partners, policymakers, or prospective hires, we want to speak with the same voice. The one that conveys that we are “Where the world comes for answers.”
Medicine can be complicated, cold, clinical, and intimidating — but our voice should be conversational, genuine, human, and approachable. To express this we should always use language that our audiences will understand. For example, don’t say “aortic coarctation” if “narrowing of the aorta” will do.
Do say: Beckwith Wiedemann syndrome (BWS) may have a genetic component, which means it could be hereditary. That’s why genetic testing can be helpful in confirming a diagnosis of BWS.
Avoid saying: Beckwith Wiedemann syndrome (BWS) has been linked to abnormal expression of genes on a region of chromosome 11 which makes genetic testing helpful with confirming the diagnosis of BWS.
When referring to a department or program, use the third person tense “The Department of Cardiology” only on the first reference. Use the warmer first person (we or our) for the rest of the page. The same goes for patients or families — use the second person “you” instead of the third person “patient” whenever possible.
Do say: The Department of Cardiology at Boston Children’s Hospital is dedicated to treating patients with congenital heart disease. Our team is focused on providing you and your child with the highest quality care.
Avoid saying: Boston Children’s Hospital partners with patients and families to provide excellent care.
Write in the active voice so that the subject of the sentence performs the action. This makes the content friendlier and easier to read.
Do say: The patient saw the specialist.
Avoid saying: The patient was seen by the specialist.
In communications, simpler is usually better. Always use a conversational tone.
Avoid stilted jargon. Contractions are okay.
Do say: We’re here for you.
Avoid saying: We exist to meet the myriad medical needs of our disparate patient population.
We strive to be the best pediatric hospital in the world. Yet, we never want to be boastful or arrogant about it.
Do say: Each year, thousands of children and families from around the world travel to Boston Children’s to receive guidance and care from our team of experts.
Avoid saying: The clinical expertise of the physicians at Boston Children’s is unmatched. The reputation of our brilliant clinical staff attracts thousands of suffering children and families from around the world.
When using abbreviations and acronyms for departments and services, always use the spelled-out name first, and then place the acronym in parentheses. It’s okay to use the abbreviation after the first use. The same goes for commonly abbreviated medical terms — such as MRI, ECG, or ACL. Spell out the full term first and then use the abbreviation.
Do say: The radiologists in our Maternal Fetal Care Center (MFCC) use state-of-the-art technology.
Avoid saying: MFCC pediatric radiologists use state-of-the-art technology.
The ins and outs of our organization — the distinction between a center, department, division, program, and service, for example — isn’t meaningful for most of our audiences (especially patient families). Internal labels are appropriate for page titles, official correspondence, and other formal contexts, but otherwise it’s best to stick to everyday language.
Do say: Our team of experts on short bowel syndrome.
Avoid saying: The Boston Children’s Center for Advanced Intestinal Rehabilitation team.
When discussing a serious diagnosis or other potentially upsetting matter, be forthright but not frightening. Avoid needlessly alarming words. Use honest and reassuring language instead.
Do say: With the proper lifestyle changes and care, your child can lose weight and reduce the risk of serious health complications associated with obesity.
Avoid saying: Obesity can cause devastating physical and psychological effects and increase the risk of developing serious, life-threatening conditions.
On every new web page or document, always use “Boston Children’s Hospital” on the first reference; after the first reference it is always “Boston Children’s,” never “Children’s” or “BCH.”
Do say: At Boston Children’s Hospital, we care about patients. Our team at Boston Children’s is dedicated to providing family-centered care.
Avoid saying: Our team at BCH is dedicated to patient care.

Brand Imagery

Boston Children’s photography style reflects the attributes of our brand. It is genuine. unexpected, and sensitive. It is authentic and unstaged. Subjects should look natural. as though captured in a real moment. For that reason. posed group shots are discouraged. Original photography is preferred. Commercial stock images are allowable. but should not be used in a misleading way. Photography should reflect the diversity of our patients and families and our community. Do not use images downloaded from websites unless you have permission from the copyright holder. When using public domain or open content, all terms of use must be followed. You will need to obtain explicit consent from patients and employees before using a photo or video of them.
Photographs of hospital staff and employees should be active and shot in real-life situations as appropriate. Since the brand strives to be authentic, stock images should not be used to represent Boston Children’s staff and employees.
Photographs of patients and families should always be taken with a story in mind. Let the person act naturally in whatever situation they are in, be it emotionally draining or uplifting. If they choose to pose, let them. It’s better to portray a healthy patient in their most familiar setting, like their home. A doctor’s office or waiting area is not the ideal location for these types of photos.
Employees may schedule an appointment with the hospital photographer to have their picture taken in our studio using a uniform backdrop and lighting. Clinicians should wear hospital attire to reflect a hands-on, attentive feel that reflects our commitment to transparency and real-life imagery.
As mentioned in the previous pages, the “Answers” campaign uses color photography as its main visual imagery. However, this isn’t typical color as you may know it. The goal is for the photograph to have an overall cooler look that reflects the main brand colors, as shown on page 24. The end result should have a slightly desaturated look with cooler tones overall. Note: the visuals in the photography library will already have been color treated for this effect. We strongly encourage you to use the approved library visuals as much as possible. Refer to the directions at right on how to acheive the desired look when using photographs from other sources.
1. Open an original color photo in an image editing program. 2) Dial back the saturation slightly. Some photos may be very rich, or saturated in color, others less so, so the amount needed may vary. 3) Adjust the color temperature to make it a little cooler. 4) If necessary, adjust the brightness until the photo has a brighter, lighter feel. 5) Your photo should now appear similar in tone to the adjusted example above. Note: Use your judgment if the final results don’t match the desired results. Since all photos are different, the amount of adjustment required will vary by photo.

Color Palette

Along with our brand voice, our core brand colors help give our brand our personality. Optimistic, confident, thoughtful. A place of hope and possibilities. These are the primary colors we use in our communications.
Our secondary colors can be used to augment your designs. The following page contains the names and formulas for each color. Contact Marketing and Communications if you have questions on how to use them.
Core brand core and secondary colors. colors should form the primary palette for all projects. This chart represents an appropriate balance of Red Alert should only ■ be used to represent concepts such as emergency, stop, or blood.
Boston Children’s Color | Pantone® | CMYK | RGB | HEX | Acceptable for type or as background for white type* Boston Blue | 287 C | 100_81_0_23 | 0_48_135 | 003087 | YES Boston Ocean | 7461 C | 93_32_0_0 | 0_125_186 | 007DBA | YES White | — | — | 255_255_255 | FFFFFF | YES Boston Gray | Cool Gray 9 C | 50_40_34_17 | 116_118_123 | 74767B | YES Boston Sky | 298 C | 65_3_0_0 | 65_182_230 | 41B6E6 | NO Boston Pink | 674 C | 14_76_0_0 | 193_73_145 | C14991 | YES Boston Bay | 7668 C | 64_54_2_5 | 104_117_156 | 68759C | YES * Web Content Accessiblity Guidelines Boston Green | 370 C | 49_0_100_30 | 98_128_0 | 628000 | (WCAG) AA standard YES Boston Yellow | 130 C | 0_32_100_0 | 242_169_0 | F2A900 | NO Boston Indigo | 633 C | 100_5_9_30 | 0_115_150 | 007396 | YES Black | Process Black C | 0_0_0_100 | 51_51_51 | 333333 | YES Red Alert (special use) | 032 C | 0_90_76_0 | 227_0_0 | E30000 | YES
Here are some examples of the proper use of core brand colors. There may be times where secondary colors may be needed as subheads or accents. Please use discretion in these cases. Also, body copy can be set in Boston Ocean to add emphisis or to differentiate from other copy on the page, as in this document. It is important that the core brand colors are used as the dominant colors. Secondary colors are best used to call out subheads or small amounts of body copy.
The core brand colors should be incorporated and using screens or tints of them is permissible. You may use additional colors from outside our palette when necessary.

Typography

Headline Set in Museo Sans 700, Boston Sky. Type size is determined to allow ample white space with generous spacing between lines. This headline is set in 18 pt. type with 34 pt. leading between the lines.
Body copy ‘Children’s Boston Hospital Set in Museo Sans 500, Boston Gray. Size should be smaller than the headline, but still easy to read. The copy shown is set in 15 pt. type with 43 pt. leading.
Open line spacing between lines makes our copy inviting and easy to read.
Brand Typeface Along with our brand colors, the type we use gives our communications a unique look and feel. The Museo Sans typeface has been selected to represent our brand because it has a crisp, clear appearance, but also some unique quirks that make it approachable and memorable. Departments that produce professionally designed communications are expected to use the Museo Sans typeface. See page 10 for a sample of the typeface in use. Questions about our brand typeface? Contact brandmarketing@childrens.harvard.edu Museo Sans 300 abcd EFGH 123 Museo Sans 500 abcd EFGH 123 Museo Sans 700 abcd EFGH 123 Museo Sans 900 abcd EFGH 123
Museo Sans 500 should be used for large headlines.
Use Museo Sans 700 for small headlines.
Use Museo Sans 700 for smaller subheads.
Occasionally, you may need to use Museo Sans 900 for subheads.
Body copy should be set in Museo Sans 300.
Alternate Typeface The Museo typeface must be individually purchased and licensed. We understand that many don’t have access to it. If it is not available on your computer, you may substitute the Arial typeface in letters, documents, presentations, and emails. Only use Arial when Museo Sans is not available.
Arial Bold for headlines.
Arial Regular for body copy.
Art cards are used to help tell a story or convey important information. Type should be Museo Sans 700, centered on the screen. It can be in Boston Ocean against a white background or in white against video footage or a still photo. Refrain from setting the type in any other color. The only other color used in video is Boston Pink for the tag line “Where the world comes for answers”.
Lower thirds are on-screen graphics used to identify a subject and are typically placed on the bottom part of the screen. They should be set in white, as in the image above.

Logo Usage

This is our primary, or “umbrella” logo, and consists of three elements: The nurse-and-child seal, the Boston Children’s Hospital name, and our tagline. Together they form our logo, the primary visual identifier of our brand. Under no circumstances should individuals create their own logos. Every Boston Children’s logo is a component of our brand architecture system. If you need a logo or logo lockup the Marketing and Communications team is happy to provide you with approved files to meet your requirements.
In certain situations the word “Hospital” is dropped from our logo. Examples include some affiliations with other institutions, locations beyond the Longwood campus or where the suggestion that hospital services are offered would be misleading or not legally permitted. If you need clarification on whether to use the Boston Children’s Hospital or Boston Children’s logo please contact Marketing and Communications.
Logo lockups are used to identify departments, locations and other entities that are part of or affiliated with Boston Children’s. Some examples are shown below. Lockups are available from Marketing and Communications.
The versatility of our logo helps us communicate our brand quickly and easily across a wide variety of applications. To achieve that we need to follow some simple rules: DO Download and use only approved files. Use the logo on every piece of communication. Allow the logo to command the space around it. Be sure the logo’s colors are properly specified. DON’T Alter or modify the logo in any way. Use selected elements, such as the seal, by themselves. Change the logo’s colors. Distort the logo’s proportions.
The logo with tag line should not be crowded by other elements. Additional logos and information should spaced away from it and appear below.
White space around the logo and lets readers know who’s speaking to them.
In certain cases, our logo will work better in reverse, or knockout, form. Please follow the same rules that apply to the standard logos when using the reversed versions. DO Be sure you are using the correct file. Use the reversed logo for applications that require high-contrast visibility. Give preference to the reversed logo in single-color print jobs.
DON’T Use the standard logo on a dark background. (It may only appear in white or metallic.) The nurse and child should always appear as the white part of the logo. When being etched or engraved they should be lighter than the background on which they appear. If you need further clarification, contact Marketing and Communications.
The Boston Children’s logo may be reproduced in black and white, but only if the context in which it appears is also black and white. Common examples where this version is required are: • Forms • Advertisements in event programs • Newspaper ads • Business documents
In the instance where the photograph or illustration is in color, the Boston Children’s Hospital logo should be used in full color (Boston Blue), not black.
The Boston Children’s logo may be used in a variety of single color executions, sometimes in knockout (reversed in white) form. Be careful to use the logo labeled as “KO” when using the logo in white. This type of execution works best for signage or brochure pages and presentation slides that function as divider pages (as in this document).

Tone And Messaging

Strong brands have one thing in common — they are consistent in their messaging, and rigorous in their use of a unifying brand look and voice.
Until every child is well is our mission. It’s what drives us as an organization. It’s our “why.” That hasn’t changed. However, that language should not be used in any external-facing communications.
Where the world comes for answers is our positioning and themeline.
Medicine can be complicated and clinical. For sick children and their families, it can often be scary and confusing as well.
Medical jargon doesn’t help. For example, a “positive’” diagnosis is often anything but. And terms like “palliative” and “comorbid” are not readily understood by the masses.
So while it’s okay for clinicians and researchers to use medical terminology when speaking peer-to-peer, it’s best for us to use more conversational language when speaking to the public. This includes writing to a reading level that most laypeople can understand. Because our audience is primarily parents and adolescent patients, we aim for a sixth- to eighth-grade reading level for all consumer-facing materials.
If we are, in fact, “Where the world comes for answers,” that needs to come through in how we speak to our clients and to the public.
After all, just because the subject matter is hard to understand, it doesn’t mean our messaging should be.
Whether we’re addressing patients and their families, referring physicians, researchers, potential donors, industry partners, policymakers, or prospective hires, we want to speak with the same voice. The one that conveys that we are “Where the world comes for answers.”
Medicine can be complicated, cold, clinical, and intimidating — but our voice should be conversational, genuine, human, and approachable. To express this we should always use language that our audiences will understand. For example, don’t say “aortic coarctation” if “narrowing of the aorta” will do.
Choose a friendly tense. When referring to a department or program, use the third person tense “The Department of Cardiology” only on the first reference. Use the warmer first person (we or our) for the rest of the page. The same goes for patients or families — use the second person “you” instead of the third person “patient” whenever possible.
Write in the active voice so that the subject of the sentence performs the action. This makes the content friendlier and easier to read.
In communications, simpler is usually better. Always use a conversational tone.
Avoid stilted jargon. Contractions are okay.
Be humble. We strive to be the best pediatric hospital in the world. Yet, we never want to be boastful or arrogant about it.
Avoid abbreviations and acronyms. When using abbreviations and acronyms for departments and services, always use the spelled-out name first, and then place the acronym in parentheses. It’s okay to use the abbreviation after the first use. The same goes for commonly abbreviated medical terms — such as MRI, ECG, or ACL. Spell out the full term first and then use the abbreviation.
Translate internal labels. The ins and outs of our organization — the distinction between a center, department, division, program, and service, for example — isn’t meaningful for most of our audiences (especially patient families). Internal labels are appropriate for page titles, official correspondence, and other formal contexts, but otherwise it’s best to stick to everyday language.
Be positive. When discussing a serious diagnosis or other potentially upsetting matter, be forthright but not frightening. Avoid needlessly alarming words. Use honest and reassuring language instead.
Use our name correctly. On every new web page or document, always use “Boston Children’s Hospital” on the first reference; after the first reference it is always “Boston Children’s,” never “Children’s” or “BCH.”

Brand Values

And, as always, equity, diversity, and inclusion are the primary focus of our institution and should be reflected in everything we do.
Strong brands have one thing in common — they are consistent in their messaging, and rigorous in their use of a unifying brand look and voice.
Until every child is well is our mission. It’s what drives us as an organization. It’s our “why.” That hasn’t changed. However, that language should not be used in any external-facing communications.
Where the world comes for answers is our positioning and themeline.
It’s a summation of who we are as an institution — a beacon of hope for sick children and their families, from Boston and New England to all across the globe. It works across all of our internal and external audiences.
Boston Children’s is a place where top practitioners, researchers, and caregivers come together to find answers to everything from the most rare and complex disorders to the routine maladies that can afflict any child.
Where the world comes for answers is not just a calling for all audiences, it’s a rallying cry that unites every member of our staff.

Visual Style

The “Answers” look is meant to be welcoming, simple, and human. From the photography style to the typography to the color, each plays an important role.
White space, especially, helps give the brand a light, approachable look that also makes the visual stand out, without competing for attention with blocks of color.
Overall, it should have a very open, uncrowded feel.
The visual, usually a photograph, should be candid or posed in such a way that it looks natural and not “staged” or forced. The photography and visual style is discussed in more detail in the Photography and Illustration sections.
The logo with tag line should not be crowded by other elements. Additional logos and information should spaced away from it and appear below.
Clean layouts let the power of our headlines and visuals come through.
Open line spacing between lines makes our copy inviting and easy to read.
White space around the logo and lets readers know who’s speaking to them.

Layout And Composition

White space, especially, helps give the brand a light, approachable look that also makes the visual stand out, without competing for attention with blocks of color.
Overall, it should have a very open, uncrowded feel.
The logo with tag line should not be crowded by other elements. Additional logos and information should spaced away from it and appear below.
Clean layouts let the power of our headlines and visuals come through.
Open line spacing between lines makes our copy inviting and easy to read.
White space around the logo and lets readers know who’s speaking to them.
The “Answers” brochure grid offers flexibility for photo and copy areas throughout a typical brochure. Subheads can be used in the margins as shown, or in the copy areas. Brochures without photography can also use the grid. Using solid colors where the photos usually appear is an acceptable way to acheive an “Answers-like” look and feel.
Posters and banners can also reflect the “Answers” look by incorporating core brand colors, white space, and color-corrected photography.

Videography

Video is a very important and effective communication tool for Boston Children’s that allows us to tell our stories in a powerful and memorable way. Videos should adhere to the brand voice and photographic styles established in this document to ensure that the Boston Children’s brand is expressed in a strong, consistent manner. In addition to adhering to brand standards, we strive to uphold current best practices in videography to provide our audiences with the highest quality viewer experience.
One of the most important parts of the brand look is the documentary style of the footage and video. The look requires a real life setting and people, with natural light whenever possible. Handheld video techniques should be used to achieve this effect also.
Color footage should maintain the desaturated look on the previous page (Brand Photography — How to get that look). Another option for videos is the use of still photographs as a montage. The same look and feel applies.
Adding motion to art cards to tell the story can be very effective. A music track can also be added as an emotional element.
Art cards are used to help tell a story or convey important information. Type should be Museo Sans 700, centered on the screen. It can be in Boston Ocean against a white background or in white against video footage or a still photo. Refrain from setting the type in any other color. The only other color used in video is Boston Pink for the tag line “Where the world comes for answers”.
Lower thirds are on-screen graphics used to identify a subject and are typically placed on the bottom part of the screen. They should be set in white, as in the image above.
The art card at the end should include the Boston Children’s logo. It should fade up and never have motion added to it.
A storyboard is a great way to outline your video. By mixing visuals, title cards, and your script, you’ll have a great roadmap for how you’ll tell your story.
Sometimes a video dosen’t lend itself to a story, as in the case of videos that are instructional or informative in nature. This type of video might use illustrations more than live action, or a mix of both.

Print Guidelines

Stationery In an era of predominantly digital communications, it’s still nice to receive a letter or to hold a business card in your hand. Not to mention that a lot of our communications must be delivered by mail. For those reasons, our stationery system is a very important part of our communications toolbox.
Letterhead A digital letterhead in Department Name 300LongwoodAvenue, Mailstop, Boston, MA 02115 617-355-6000 [ bostonchildrens.org MS Word format that Thank you for using this template as yoi can be customized written communications are brand-comp to print custom letterhead HARVARD MEDICAL SCHOOL TEACHING HOSPITAL Below are some tips for using your Dost with individual Boston Children·s Hospital Department or individual names Where the world comes for answers Ycu can access it by double-cli or departmental This information is styled in the Anal font 300 Longwood Avenue, Boston, MA 02115 617-355-6000 [ bostonchildrens.org The name of the department or information by the user normal Roman weight The “Normal paragraph style is set in the Anal font is available. The left margin is set at three-q To get started simply delete the Boston Children’s Hospital Marketing and Communications A generic Boston Children’s printed letterhead featuring the 300 Longwood address and 617-355-6000 phone number is available through PeopleSoft.
Business Card Front Boston Children’s Hospital Where the world comes fer answers Firstname Lastname Job Title Optional Additional Title Department 617-355-#### fax 617-730-#### Optional contact number 1 I Optional contact number 2 firstname.lastname@childrens.harvard.edu 300 Longwood Avenue HARVARD MEDICAL SCHOOL Boston. MA 02115 TEACHING HOSPITAL
Custom business cards and envelopes may be ordered through the Brand maker web-to-print system.
Print layout The “Answers” brochure grid offers flexibility for photo and copy areas throughout a typical brochure. Subheads can be used in the margins as shown, or in the copy areas. Brochures without photography can also use the grid. Using solid colors where the photos usually appear is an acceptable way to acheive an “Answers-like” look and feel.
Posters and banners can also reflect the “Answers” look by incorporating core brand colors, white space, and color-corrected photography.
Special Event Collateral Use the core brand colors on covers. The sample spread shown on the previous page can be used as a guide for layout and typography.

Digital Guidelines

Digital banners reflect the clean and simple look of the “Answers” print branding. Most use a two-part headline that is revealed after the opening page.
Boston Children’s website has thousands of pages and is used by a wide range of people -from parents, to doctors, to researchers -who are all looking for specific information. To offer our audiences the best possible experience it is critical that we have consistency across all pages. To do this, we use a web content management system (CMS) called Drupal, which is administered by Marketing and Communications.
All external websites related to Boston Children’s must be built in our prescribed CMS and be approved by Marketing and Communications. If you need to regularly edit or update a center, department, or program page, you must be an authorized user and attend a training class.
If you need to make a change to a page, but are not a CMS user, you may submit a JIRA ticket.
Page administrators should use the principles outlined in this document to create posts that are brand-compliant and consistent with our other communications.
Visit the Social Media page on Boston Children’s Today for more on our social media policy or to learn about the application process for setting up a program-specific page.
Custom emails are widely used in our communications. To the right are sample emails using the “Answers” look and feel. Language and tone is important when speaking to others.
All external email marketing communications should have a Boston Children’s logo on the email, preferably in the upper left-hand corner.
Strive to keep a balance of imagery and copy.
Emails should have a call-to-action that directs the reader to the relevant location on our website.
Arial, our alternate typeface, for HTML type.
A typical email in the “Answers” format uses the primary colors discussed previously along with engaging, candid photos or illustrations.
The headline of the email should dominate the page either with type size or whitespace, or a combination of both.

Email Guidelines

Custom emails are widely used in our communications. To the right are sample emails using the “Answers” look and feel. Language and tone is important when speaking to others.
Additionally, some helpful pointers:
All external email marketing communications should have a Boston Children’s logo on the email, preferably in the upper left-hand corner.
Strive to keep a balance of imagery and copy.
Emails should have a call-to-action that directs the reader to the relevant location on our website.
Note: Arial, our alternate typeface, for HTML type.
A typical email in the “Answers” format uses the primary colors discussed previously along with engaging, candid photos or illustrations.
The headline of the email should dominate the page either with type size or whitespace, or a combination of both.

Marketing Collateral

Not only does the “Answers” branding convey the feeling of Boston Children’s Hospital, but it is also well-suited for collateral pieces that need to communicate specific details or more lengthy amounts of information.
The “Answers” brochure grid offers flexibility for photo and copy areas throughout a typical brochure. Subheads can be used in the margins as shown, or in the copy areas. Brochures without photography can also use the grid. Using solid colors where the photos usually appear is an acceptable way to acheive an “Answers-like” look and feel.
Posters and banners can also reflect the “Answers” look by incorporating core brand colors, white space, and color-corrected photography.
Special Event Collateral Use the core brand colors on covers. The sample spread shown on the previous page can be used as a guide for layout and typography.