Dove Healthcare

📋 1 Guidelines

🔗 Connections

Sector

Healthcare

Region

United kingdom

Guideline Year

2016

Language

English

Tags

Health

Official Websites

Brand Guidelines

2016

Brand Summary

Mission
  • To provide compassionate, skilled care and service to residents and patients, positioning Dove Healthcare as a reliable friend during life’s most challenging moments [^1].
Core Values
  • compassion
  • kindness
  • progressiveness
  • loyalty
  • local focus
  • personal touch
  • professionalism
  • consistency
  • integrity
  • service
Target Audience
  • Residents, patients, their families, and the general public seeking skilled nursing, rehabilitation, assisted living, and memory care services in Wisconsin [^2].
Personality Traits
  • strong
  • compassionate
  • reliable
  • professional
  • future-proof
  • friendly
  • personal
  • local
  • loyal
Visual Identity Overview
  • The brand uses a modern, distinctive logo with a stylized dove, a blue and brown color palette, practical and legible typography (Arial and Black Jack Pro), clean and simple layouts, and consistent application across all communications. Visuals emphasize professionalism, calmness, and care, with clear guidelines for logo usage, color backgrounds, and template layouts [^3].

Categories

Brand Voice
  • Say “you” more the “we/our/us”. Avoid using third-person narrative.
  • Give your writing a more personal, human touch. Talk to our customers in first person voice in the copy, just as if you were talking to them in person. If you wouldn’t say something that you wrote naturally in conversation, then rewrite it. Instead of saying… “Dove Healthcare provides long-term care to residents,” say “Receive skilled, personal care from nurses who truly care about you.” The emphasis here is on ‘we’ and ‘you’ rather than ‘we, we, we’. Remember it’s about what our readers want to know and not just what we want to tell them.
  • Use action words. Avoid the passive tense.
  • Passive sounds weaker, is less direct, more formal, and impersonal. Instead of saying…”You will receive skilled, personal care,” say “Receive skilled, personal care.”
  • Focus on the reader and the benefits they receive from our services.
  • Avoid copy that is all about us and our services. Whether you’re writing a letter or an article, copy should be about the reader. As simple as this sounds, most companies are guilty of simply crowing their name and listing their services… yawn. An effective message tells our customers how they will benefit from our services.
Brand Imagery
  • The logo must not be reproduced at a size smaller than 1.5 inches wide.
  • If you use the templates provided online, you should rarely need to insert the logo into a document on your own. To resize without squishing the logo, simply hold the shift key down and drag from the corner of the bounding box. If you are using Word or Publisher, a box will appear in the upper right corner that tells you the size of the logo in your document.
  • The logo should appear alone in a clear space with plenty of room to breathe and should never be combined with other text or design elements. A minimum clear space the height of the ‘H’ should be maintained on all sides.
  • Do not reproduce the logo in colors other than the original full color, two color, all black, or all white versions.
  • Do not place the logo on the wrong colors. We are trying to brand our company as being comprised of compassionate employees. Color is key to conveying this image. Stick to white, neutral, or lightly colored backgrounds. Do not place the logo on a patterned background that impairs readability.
  • Clean and simple is the most professional and will stand the test of time. Do not add embellishments like drop shadows, embossings, or other trendy styles to the logo.
  • The logo should never be rotated, stretched, cropped, or altered in any way. The text of the logo should never be used without the symbol.
Color Palette
  • The consistent use of color is one of the easiest ways to stand out amongst a cluster of different communications and brands. The corporate color palette includes a blue and brown theme with supporting tones. Limiting color use to our corporate palette will serve to strengthen our brand.
  • Dove Healthcare Blue Pantone 541 C 100 M 57 Y 0 K 38 R 0 G 70 B 127 HEX 00467F
  • Dove Healthcare Blue Pantone Process Cyan at 70% C 70 M 0 Y 0 K 0 R 0 G 195 B 243 HEX 00C0F3
  • Dove Healthcare Brown Pantone 160 C 0 M 62 Y 100 K 32 R 177 G 92 B 18 HEX B15C12
Typography
  • TYPOGRAPHY IS THE BACKBONE OF DESIGN. OUR FONTS ARE PRACTICAL AND EASY TO READ.
  • Typefaces Our corporate typeface is Arial.
  • This full font family comes in a range of weights to suit a multitude of purposes. It was optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letterforms. By default, you already have this font on your computer. So there’s no excuse for not choosing Arial almost every time you type.
  • Our display font is Black Jack Pro.
  • It’s used sparingly for main headlines.
  • Typography Style Text for correspondence and publications should preferably be set in upper and lower-case, and flush left with ragged right. Paragraphs should never be indented. All caps should never be used for body text, but is acceptable for headings.
  • See page 16 and 17 for examples.
  • All fonts can be found online at: dovehealthcare.com/branding
  • Arial Black Arial Bold Arial Regular Black Jack Pro
  • Font: Arial Text Alignment: • Flush left, rag right • Single line spacing • No indents • Hard returns after each paragraph • All caps should never be used for body text, but is acceptable for headings.
  • Margins: Top: 1.75" Left: 1" Right: 1" Bottom: 1"
Logo Usage
  • Use the full color version whenever possible. If production constraints do not allow the use of the full color version, use the two color, black, or white version.
  • The use of the dove in isolation should be carefully considered and restricted to supporting promotional materials only. It should never be the default identifier in place of the complete logo unless it’s absolutely necessary due to size restrictions (i.e. social media).
  • The logo must not be reproduced at a size smaller than 1.5 inches wide.
  • If you use the templates provided online, you should rarely need to insert the logo into a document on your own. To resize without squishing the logo, simply hold the shift key down and drag from the corner of the bounding box. If you are using Word or Publisher, a box will appear in the upper right corner that tells you the size of the logo in your document.
  • The logo should appear alone in a clear space with plenty of room to breathe and should never be combined with other text or design elements. A minimum clear space the height of the ‘H’ should be maintained on all sides.
  • Do not reproduce the logo in colors other than the original full color, two color, all black, or all white versions.
  • Do not place the logo on the wrong colors. We are trying to brand our company as being comprised of compassionate employees. Color is key to conveying this image. Stick to white, neutral, or lightly colored backgrounds. Do not place the logo on a patterned background that impairs readability.
  • Clean and simple is the most professional and will stand the test of time. Do not add embellishments like drop shadows, embossings, or other trendy styles to the logo.
  • The logo should never be rotated, stretched, cropped, or altered in any way. The text of the logo should never be used without the symbol.
  • Our primary logo should be used whenever possible. Just like McDonalds, Target, Mayo Clinic Health Systems, Marshfield Clinic, or any other chain, we want to build our brand as “Dove Healthcare” and not bog it down with unnecessary location information. However, we understand that there are instances when noting a specific location in the logo makes sense.
  • If you would like a location logo, contact marketing@dovehealthcare.com for permission and files. If you need a location logo for a document or flyer, visit the dovehealthcare.com/branding to use one of the templates provided.
Tone And Messaging
  • Say “you” more the “we/our/us”. Avoid using third-person narrative.
  • Give your writing a more personal, human touch. Talk to our customers in first person voice in the copy, just as if you were talking to them in person. If you wouldn’t say something that you wrote naturally in conversation, then rewrite it. Instead of saying… “Dove Healthcare provides long-term care to residents,” say “Receive skilled, personal care from nurses who truly care about you.” The emphasis here is on ‘we’ and ‘you’ rather than ‘we, we, we’. Remember it’s about what our readers want to know and not just what we want to tell them.
  • Use action words. Avoid the passive tense.
  • Why? Passive sounds weaker, is less direct, more formal, and impersonal. Instead of saying…”You will receive skilled, personal care,” say “Receive skilled, personal care.”
  • Focus on the reader and the benefits they receive from our services.
  • Avoid copy that is all about us and our services. Whether you’re writing a letter or an article, copy should be about the reader. As simple as this sounds, most companies are guilty of simply crowing their name and listing their services… yawn. An effective message tells our customers how they will benefit from our services.
Visual Style
  • The logo must not be reproduced at a size smaller than 1.5 inches wide.
  • If you use the templates provided online, you should rarely need to insert the logo into a document on your own. To resize without squishing the logo, simply hold the shift key down and drag from the corner of the bounding box. If you are using Word or Publisher, a box will appear in the upper right corner that tells you the size of the logo in your document.
  • The logo should appear alone in a clear space with plenty of room to breathe and should never be combined with other text or design elements. A minimum clear space the height of the ‘H’ should be maintained on all sides.
  • Do not reproduce the logo in colors other than the original full color, two color, all black, or all white versions.
  • Do not place the logo on the wrong colors. We are trying to brand our company as being comprised of compassionate employees. Color is key to conveying this image. Stick to white, neutral, or lightly colored backgrounds. Do not place the logo on a patterned background that impairs readability.
  • Clean and simple is the most professional and will stand the test of time. Do not add embellishments like drop shadows, embossings, or other trendy styles to the logo.
  • The logo should never be rotated, stretched, cropped, or altered in any way. The text of the logo should never be used without the symbol.
Layout And Composition
  • The logo must not be reproduced at a size smaller than 1.5 inches wide.
  • If you use the templates provided online, you should rarely need to insert the logo into a document on your own. To resize without squishing the logo, simply hold the shift key down and drag from the corner of the bounding box. If you are using Word or Publisher, a box will appear in the upper right corner that tells you the size of the logo in your document.
  • The logo should appear alone in a clear space with plenty of room to breathe and should never be combined with other text or design elements. A minimum clear space the height of the ‘H’ should be maintained on all sides.
  • Do not reproduce the logo in colors other than the original full color, two color, all black, or all white versions.
  • Do not place the logo on the wrong colors. We are trying to brand our company as being comprised of compassionate employees. Color is key to conveying this image. Stick to white, neutral, or lightly colored backgrounds. Do not place the logo on a patterned background that impairs readability.
  • Clean and simple is the most professional and will stand the test of time. Do not add embellishments like drop shadows, embossings, or other trendy styles to the logo.
  • The logo should never be rotated, stretched, cropped, or altered in any way. The text of the logo should never be used without the symbol.
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