ESC

📋 1 Guidelines

🔗 Connections

Sector

Healthcare Ngo

Region

Europe

Guideline Year

2017

Language

English

Tags

Health

Official Websites

Brand Guidelines

2017

Brand Summary

Mission
  • To reduce the burden of cardiovascular disease.
Core Values
  • Authoritative
  • Integrity
  • Influencing
  • Innovative
Target Audience
  • Members of the European Society of Cardiology and broader audiences interested in cardiovascular health, including medical professionals, researchers, and stakeholders.
Personality Traits
  • Respected for excellence
  • Educational
  • Expertise-driven
  • Adhering to strong principles
  • Forward-looking
  • Confidently exploring new alternatives
Visual Identity Overview
  • The visual identity is clean, modern, and data-driven, featuring a bold and flexible color palette centered on ESC Red, black, gray, and white. The logo lock-up and heart symbol are used with strict clear space and minimum size rules. Typography is distinctive and flexible, with specific fonts for headlines and body text. The graphic device uses grid-like systems of lines and circles to reflect community and connections. Templates are provided for consistent layouts across various formats.

Categories

Brand Imagery
  • Photography is a key component in bringing our brand to life. We have a photography style which reflects our core themes of community, excellence, connections and delivering ambitions.
  • There is a reportage element to the photographic style that comes from photographing people in a medical environment. Collaboration and dialogue suggest connections and community.
  • Capturing some surroundings can create interesting juxtapositions and context. Focusing on detail creates a sense of texture and materials. Images should be light in tone with a shallow depth of field. The subject or object should be in sharp focus. The background can be out of focus, creating a sense of drama to the image.
  • Photography should suggest real situations with real people. Consider these principles when sourcing photography to help ensure consistency.
  • Scientific and technical imagery is also a vital part of telling our story. Stylistically these images will vary due to the nature of the content and how they have been produced and supplied.
Color Palette
  • Our colour palette is simple, bold and flexible. Its strength is its simplicity.
  • ESC Red (Pantone 187), is the main colour. It has changed from the previous red, Pantone 193. It is complemented with Black, Dark and Light Grey and White. The primary colours are used in text, backgrounds, illustrations, icons and infographics. The primary colours should be used first in tables, charts and diagrams, followed by colours from the infographics palette. See page 15 for more details.
  • The recommended colours with Pantone, CMYK process, RGB, Hex and RAL breakdowns are detailed below the swatches. The CMYK process colour breakdowns can be adjusted to compensate for different paper stocks and printing processes in order to match the Pantone coated colour swatches more accurately.
  • The RGB and Hex values give the same result as the Pantone/CMYK colours on screen. These are provided for digital designers and developers.
  • ESC Red Pantone 187 C:7 M:100 Y:82 K:26 R:174 G:16 B:34 Hex: AE1022 RAL: 3002
  • Black Pantone Black C:0 M:0 Y:0 K:100 R:0 G:0 B:0 Hex: 000000 RAL:9005
  • White C:0 M:0 Y:0 K:0 R:255 G:255 B:255 Hex: FFFFFF RAL: 9003
  • Dark Grey Pantone Cool Grey 8 C:0 M:0 Y:0 K:60 R:135 G:135 B:135 Hex:878787 RAL: 7042
  • Light Grey Pantone Cool Grey 3 C:0 M:0 Y:0 K:25 R:208 G:208 B:208 Hex: D0D0D0 RAL: 7047
  • The colours specified throughout these guidelines have been selected from the current Pantone Plus Series Pantone Matching System. Colour swatches must always be used for matching when reproducing colours. The Pantone colours act as the master colour references to which all other colour specifications should be matched.
  • The ESC brand is identified by its primary colours. lnfographics palette colours are for tables, charts, diagrams and maps. The primary colours should be used first in tables, charts and diagrams, followed by colours from the infographics palette. The lnfographics colours have been chosen to be different from each other so they can be distinguished easily when applied.
  • The recommended colours with Pantone, CMYK process, RGB, and Hex breakdowns are detailed below the swatches. The CMYK process colour breakdowns can be adjusted to compensate for different paper stocks and printing processes in order to match the Pantone coated colour swatches more accurately.
  • Purple Pantone 2607 C:83 M:99 Y:0 K:2 R:85 G:38 B:130 Hex:5F3393
  • Teal Pantone 326 C:81 M:0 Y:39 K:0 R:0 G:171 B:170 Hex: 09B6B3
  • Navy Pantone 653 C:94 M:57 Y:4 K:18 R:0 G:86 B:148 Hex: 005694
  • Yellow Pantone 1235 C:0 M:31 Y:98 K:0 R:251 G:184 B:0 Hex: FBB800
  • Orange Pantone 158 C:0 M:62 Y:95 K:0 R:239 G:121 B:24 Hex: EF7918
  • Tints can be used in a variety of different ways. Colours from the primary palette can be used in circles in the graphic device, for example, or as background panels. Colours from the lnfographics palette can be used in charts, graphs, diagrams and maps. Only use the tint values 80%, 60%, 40%, and 20%.
Typography
  • We have a variety of fonts with specific uses. The following pages give more details of how each of our fonts is used. Contact the ESC Brand Team regarding font access and licensing.
  • Soho Pro is used for large headlines or highlight figures.
  • Interstate is for large headlines and all body text. This enables us to create distinctive, flexible, engaging communications.
  • Please note: Calibri is used as an alternative to Interstate in PowerPoint and Word applications only.
  • Soho Pro is our headline font. It is used for expressive, engaging headlines or highlight figures. It is used at larger sizes in headlines.
  • Text in Soho Pro should be set in sentence case and ranged left. In certain circumstances it can be centred; for example, website navigation or image carousel headlines.
  • Text in Soho Pro can use any of the primary colours: ESC Red, Black, Dark Grey, Light Grey, or White.
  • Headlines should be set with tight leading and -10 to -30 letter spacing depending on the point size.
  • Soho Pro Thin should only be used at large sizes.
  • Interstate is used as our main font for body text headlines and all body copy. It is available with a full set of glyphs for different languages. It works well in print and on digital platforms. It is available in multiple weights that help build hierarchy and give designers creative flexibility.
  • Text in Interstate should be set in sentence case. Body copy should be left aligned and not justified. In certain circumstances it can be centred; for example, website navigation or image carousel headlines.
  • Text in Interstate can use any of the primary colours: ESC Red, Black, Dark Grey, on white backgrounds and Light Grey, or white on dark backgrounds. Text and figures in infographics, charts and graphs may also use colours from the Infographics palette, but only after the primary colours have been used.
  • PowerPoint and Word applications use the system font Calibri as an alternative to Soho Pro and Interstate. Calibri is a system font installed on most PCs and Macs that ensures all users can view the fonts correctly. Calibri is highly legible on screen and retains good legibility at small sizes. Calibri Bold and Calibri Light are used for headlines. Calibri Regular and Calibri Light are used for body text.
Logo Usage
  • The ESC logo lock-up is the primary version of the logo. It has been designed to highlight the ‘European Society of Cardiology’ name. The red of the Heart symbol has been changed from Pantone 193 to Pantone 187.
  • The ESC logo lock-up has been specially drawn. It should only be reproduced from the master artworks and should not be redrawn or altered in any way. Master artworks are available from the ESC Brand Team.
  • The ESC logo lock-up always appears with all three elements. Original artwork is available from the ESC Brand Team. Do not try to lock up any other elements such as the escardio.com URL with the ESC logo lock-up. Do not translate the Society name into any other languages.
  • To ensure prominence and legibility, the ESC logo lock-up is always surrounded by an area of clear space that remains free of any graphics or text. Do not lock up any other elements such as the escardio.com URL with the logo lock-up.
  • The construction of the clear space is based on the height of the Heart symbol in the ESC logo lock-up (X). The clear space area equals 0.5X or half the height of the Heart symbol of the ESC logo lock-up that you are using.
  • To maintain maximum clarity at all times, the ESC logo lock-up should not be used below 25mm wide.
  • The ESC logo lock-up is measured across its width.
  • Only the master artwork files of the ESC logo lock-up should be used. The ESC logo lock-up should never be redrawn or altered in any way. Master artworks are available from the ESC Brand Team.
Tone And Messaging
  • ESC exists to help its members thrive individually and to deliver on a shared vision to reduce the burden of cardiovascular disease.
  • The diversity of our community brings different perspectives and encourages a constant evolution within our discipline.
  • Aligned through a common goal, ESC is a powerful organisation that combines the strengths of its members to create collective excellence.
  • To reduce the burden of cardiovascular disease
  • What we promise to deliver to our audiences Uniting Experts. Advancing Knowledge.
  • Respected for excellence, education and expertise.
  • Adhering to strong principles for the greater good.
  • Helping change the outcome for the better.
  • Always looking forward and confidently exploring new alternatives.
Brand Values

  • How we behave as an organisation

  • Authoritative

  • Respected for excellence, education and expertise.

  • Integrity

  • Adhering to strong principles for the greater good.

  • Influencing

  • Helping change the outcome for the better.

  • Innovative

  • Always looking forward and confidently exploring new alternatives.
Visual Style
  • The ESC logo lock-up is the primary version of the logo. It has been designed to highlight the ‘European Society of Cardiology’ name. The red of the Heart symbol has been changed from Pantone 193 to Pantone 187.
  • The ESC logo lock-up has been specially drawn. It should only be reproduced from the master artworks and should not be redrawn or altered in any way. Master artworks are available from the ESC Brand Team.
  • The ESC logo lock-up always appears with all three elements. Original artwork is available from the ESC Brand Team. Do not try to lock up any other elements such as the escardio.com URL with the ESC logo lock-up. Do not translate the Society name into any other languages.
  • To ensure prominence and legibility, the ESC logo lock-up is always surrounded by an area of clear space that remains free of any graphics or text. Do not lock up any other elements such as the escardio.com URL with the logo lock-up.
  • The construction of the clear space is based on the height of the Heart symbol in the ESC logo lock-up (X). The clear space area equals 0.5X or half the height of the Heart symbol of the ESC logo lock-up that you are using.
  • To maintain maximum clarity at all times, the ESC logo lock-up should not be used below 25mm wide.
  • The ESC logo lock-up is measured across its width.
  • Only the master artwork files of the ESC logo lock-up should be used. The ESC logo lock-up should never be redrawn or altered in any way. Master artworks are available from the ESC Brand Team.
Iconography
  • The ESC logo lock-up has been specially drawn. It should only be reproduced from the master artworks and should not be redrawn or altered in any way. Master artworks are available from the ESC Brand Team.
  • The ESC logo lock-up always appears with all three elements. Original artwork is available from the ESC Brand Team. Do not try to lock up any other elements such as the escardio.com URL with the ESC logo lock-up. Do not translate the Society name into any other languages.
  • To ensure prominence and legibility, the ESC logo lock-up is always surrounded by an area of clear space that remains free of any graphics or text. Do not lock up any other elements such as the escardio.com URL with the logo lock-up.
  • The construction of the clear space is based on the height of the Heart symbol in the ESC logo lock-up (X). The clear space area equals 0.5X or half the height of the Heart symbol of the ESC logo lock-up that you are using.
  • To maintain maximum clarity at all times, the ESC logo lock-up should not be used below 25mm wide.
  • The ESC logo lock-up is measured across its width.
  • Only the master artwork files of the ESC logo lock-up should be used. The ESC logo lock-up should never be redrawn or altered in any way. Master artworks are available from the ESC Brand Team.
Layout And Composition
  • A series of templates in a variety of standard sizes and formats have been created with a bespoke square grid built into each file. The squares in each grid will vary in size. See the following pages in this section for more details.
  • If you need to create a grid for a custom format choose the nearest standard format size and orientation. Use this as a starting point for creating a new grid. Always divide the horizontal to give a round number of squares. If there is a slightly larger space vertically, ensure it’s at the bottom of the grid. If there is a slightly smaller space vertically, ensure it’s at the top of the grid.
  • The ESC logo lock-up should fit three grid squares with the Heart symbol centred vertically and horizontally on grid lines. It can be positioned top left, top right, bottom left and bottom right.
  • A1 templates, in portrait and landscape formats, have been created in lnDesign. They have four master pages with the ESC logo lock-up positioned top left, top right, bottom left and bottom right. Choose the most suitable option for your design.
  • The templates also contain the square grid with the correct keyline weight and a variety of small-sized circles, aligned to the grid, in order for you to create the ESC graphic device. You will need to create your own larger circles or rectangular boxes for holding imagery. Image circles and boxes must be aligned to the grid.
  • The ESC primary and infographics colour palettes in CMYK are built into the template.
  • A2 templates, in portrait and landscape formats, have been created in lnDesign. They have four master pages with the ESC logo lock-up positioned top left, top right, bottom left and bottom right. Choose the most suitable option for your design.
  • A3 templates, in portrait and landscape formats, have been created in lnDesign. They have four master pages with the ESC logo lock-up positioned top left, top right, bottom left and bottom right. Choose the most suitable option for your design.
  • A4 templates, in portrait and landscape formats, have been created in lnDesign. They have four master pages with the ESC logo lock-up positioned top left, top right, bottom left and bottom right. Choose the most suitable option for your design.
  • A 1/3 A4 template, in portrait format, has been created in InDesign. It has four master pages with the ESC logo lock-up positioned top left, top right, bottom left and bottom right. Choose the most suitable option for your design.
  • The template also contains the square grid with the correct keyline weight and a variety of small-sized circles, aligned to the grid, in order for you to create the ESC graphic device. You will need to create your own larger circles or rectangular boxes for holding imagery. Image circles and boxes must be aligned to the grid.
  • A Journal template, in portrait format, has been created in lnDesign.
  • An A5 template, in portrait format, has been created in InDesign. It has four master pages with the ESC logo lock-up positioned top left, top right, bottom left and bottom right. Choose the most suitable option for your design.
  • A PowerPoint template, in 16:9 format, has been created in InDesign. It has three master title screens with the ESC logo lock-up positioned top left, top right and bottom right. Choose the most suitable option for your design. Save as a JPEG and insert into the ESC master PowerPoint template.
  • A PowerPoint template, in 4:3 format, has been created in In Design. It has three master title screens with the ESC logo lock-up positioned top left, top right and bottom right. Choose the most suitable option for your design. Save as a JPEG and insert into the ESC master PowerPoint template.
  • A Banner template, 800mm x 2000mm portrait, has been created in In Design. It has two master pages with the ESC logo lock-up positioned top left and top right. Choose the most suitable option for your design.
Graphic Device
  • The graphic device is directly inspired by the idea of ‘Valuable connections’. The grid-like system of lines and circles is designed to reflect the themes of community, connections and of being stronger when we are united.
  • There are colour options for use on white or red backgrounds. A series of square grid templates have been created (see section 7). They can be used to create your own graphic device. Ensure you use the square grid when placing lines and circles.
Templates
  • A series of templates in a variety of standard sizes and formats have been created with a bespoke square grid built into each file. The squares in each grid will vary in size. See the following pages in this section for more details.
  • If you need to create a grid for a custom format choose the nearest standard format size and orientation. Use this as a starting point for creating a new grid. Always divide the horizontal to give a round number of squares. If there is a slightly larger space vertically, ensure it’s at the bottom of the grid. If there is a slightly smaller space vertically, ensure it’s at the top of the grid.
  • The ESC logo lock-up should fit three grid squares with the Heart symbol centred vertically and horizontally on grid lines. It can be positioned top left, top right, bottom left and bottom right.
  • A1 templates, in portrait and landscape formats, have been created in lnDesign. They have four master pages with the ESC logo lock-up positioned top left, top right, bottom left and bottom right. Choose the most suitable option for your design.
  • The templates also contain the square grid with the correct keyline weight and a variety of small-sized circles, aligned to the grid, in order for you to create the ESC graphic device. You will need to create your own larger circles or rectangular boxes for holding imagery. Image circles and boxes must be aligned to the grid.
  • The ESC primary and infographics colour palettes in CMYK are built into the template.
  • A2 templates, in portrait and landscape formats, have been created in lnDesign. They have four master pages with the ESC logo lock-up positioned top left, top right, bottom left and bottom right. Choose the most suitable option for your design.
  • A3 templates, in portrait and landscape formats, have been created in lnDesign. They have four master pages with the ESC logo lock-up positioned top left, top right, bottom left and bottom right. Choose the most suitable option for your design.
  • A4 templates, in portrait and landscape formats, have been created in lnDesign. They have four master pages with the ESC logo lock-up positioned top left, top right, bottom left and bottom right. Choose the most suitable option for your design.
  • A 1/3 A4 template, in portrait format, has been created in InDesign. It has four master pages with the ESC logo lock-up positioned top left, top right, bottom left and bottom right. Choose the most suitable option for your design.
  • The template also contains the square grid with the correct keyline weight and a variety of small-sized circles, aligned to the grid, in order for you to create the ESC graphic device. You will need to create your own larger circles or rectangular boxes for holding imagery. Image circles and boxes must be aligned to the grid.
  • A Journal template, in portrait format, has been created in lnDesign.
  • An A5 template, in portrait format, has been created in InDesign. It has four master pages with the ESC logo lock-up positioned top left, top right, bottom left and bottom right. Choose the most suitable option for your design.
  • A PowerPoint template, in 16:9 format, has been created in InDesign. It has three master title screens with the ESC logo lock-up positioned top left, top right and bottom right. Choose the most suitable option for your design. Save as a JPEG and insert into the ESC master PowerPoint template.
  • A PowerPoint template, in 4:3 format, has been created in In Design. It has three master title screens with the ESC logo lock-up positioned top left, top right and bottom right. Choose the most suitable option for your design. Save as a JPEG and insert into the ESC master PowerPoint template.
  • A Banner template, 800mm x 2000mm portrait, has been created in In Design. It has two master pages with the ESC logo lock-up positioned top left and top right. Choose the most suitable option for your design.
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