IWK Health

Official Websites

• https://iwkhealth.ca
• http://www.iwk.nshealth.ca

Brand Guidelines

2020

Brand Summary

Mission

• To passionately pursue a healthy future for women, children, youth and families.

Core Values

• safe
• compassionate care
• leadership
• innovation
• integrity
• partnerships

Target Audience

• Women, children, youth, and families seeking health care in Atlantic Canada.

Personality Traits

• professional
• compassionate
• innovative
• adaptable
• friendly

Visual Identity Overview

• The visual identity is modern, minimalistic, and corporate, featuring vibrant blue and pink colors, abstract human figures, and a clean layout. The logo and supporting graphics emphasize health, activity, and community, with guidelines for logo usage, color palette, typography, photography, illustration, and iconography to ensure consistency and professionalism.

Categories

Brand Imagery

• For both authentic and stock photography, the composition and posing should feel natural. Compositions should be active and not overly posed or rigid. Portraiture is an exception.
• Consider interesting cropping and ensure selected photography supports the core messaging.
• Stock photography should feel like it’s the IWK. That is, it shouldn’t include obvious elements or locations that might indicate otherwise.

Color Palette

• Other modifications include the softer yet heavier typeface and vibrant colour palette.
• HEX: 104C98 RGB: 16 76 152 CMYK: 100 80 07 00 PMS: 2945 C HEX: B31E8C RGB: 179 30 140 CMYK: 30 100 02 00 PMS: 2405 C
• HEX: 1F2944 RGB: 31 41 68 CMYK: 91 82 45 47 PMS: 533 C HEX: 5B6771 RGB: 91 103 113 CMYK: 67 52 44 16 PMS: 431 C HEX: FFFFFF RGB: 255 255 255 CMYK: 00 00 00 00 PMS: White
• The IWK’s long-standing blue and pink have each been updated to bolster a richer tone for a more lively and dynamic vibe -especially in digital media. This vibrancy encapsulates the healthy energy and ever-active atmosphere of the IWK.
• These three supporting colours, including white, introduce a grounding sophistication and professionalism to balance the vibrant energy of the primary colours.
• HEX: 3AAE2A RGB: 58 174 42 CMYK: 76 04 100 00 PMS: 361 C HEX: 6A1F74 RGB: 106 31 116 CMYK: 70 100 20 07 PMS: 2613 C HEX: CF152D RGB: 207 21 45 CMYK: 12 100 92 03 PMS: 186 C HEX: AD441D RGB: 173 68 29 CMYK: 23 84 100 14 PMS: 1675 C HEX: 0082CB RGB: 00 130 203 CMYK: 82 41 00 00 PMS: Process Blue C HEX: FCB600 RGB: 252 182 000 CMYK: 01 31 100 00 PMS: 7549 C HEX: 94D600 RGB: 148 214 64 CMYK: 47 00 100 00 PMS: 375 C HEX: 9163CC RGB: 145 99 204 CMYK: 54 69 00 00 PMS: 265 C HEX: F05097 RGB: 240 80 151 CMYK: 00 84 04 00 PMS: 212 C HEX: FE6B00 RGB: 254 107 000 CMYK: 00 72 100 00 PMS: 1505 C HEX: 00ADBA RGB: 000 173 186 CMYK: 76 09 27 00 PMS: 7466 C HEX: F8CB8A RGB: 248 203 138 CMYK: 02 21 51 00 PMS: 148 C
• This palette is intended for accents or highlights for the purpose of differentiation and emphasis within information design. These colours should not replace the primary logo colours.
• HEX: 1F2944 RGB: 31 41 68 CMYK: 91 82 45 47 PMS: 533 C ALT: 100% K/Black
• HEX: 5B6771 RGB: 91 103 113 CMYK: 67 52 44 16 PMS: 431 C ALT: 80% Black
• HEX: 747C85 RGB: 116 124 133 CMYK: 58 45 38 07 PMS: 80% 431 C ALT: 60% Black
• HEX: 90959C RGB: 144 149 156 CMYK: 47 36 32 01 PMS: 60% 431 C ALT: 50% Black
• HEX: A0A2A9 RGB: 160 162 169 CMYK: 40 32 27 01 PMS: 50% 431 C ALT: 40% Black
• HEX: B1B3B8 RGB: 177 179 184 CMYK: 31 24 22 00 PMS: 40% 431 C ALT: 35% Black
• HEX: CACBCF RGB: 202 203 207 CMYK: 20 16 13 00 PMS: 25% 431 C ALT: 25% Black
• HEX: E9E9EB RGB: 233 233 235 CMYK: 07 05 04 00 PMS: 10% 431 C ALT: 10% Black
• HEX: F3F4F5 RGB: 243 244 245 CMYK: 03 02 02 00 PMS: 5% 431 C ALT: 5% Black
• HEX: FFFFFF RGB: 255 255 255 CMYK: 00 00 00 00 PMS: White

Typography

• Fira Sans is the official font for use in most communication applications as available. It is selected for its humanist structural qualities and functional versatility in print, digital and environmental applications. Bold and italic should be used constructively for emphasis and contrast.
• DEFAULT ALTERNATIVES 1. Corbel, Arial (templates, Microsoft Office) 2. Open Sans, Arial (web) 2. Arial (email) For use when the primary font is unavailable.
• Literata Book is primarily intended for the logo type. It’s modern yet classic design lends itself well to the direction of the logo refresh. It can also be used in strict moderation as an accent feature such as pull quotes or titling.
• DEFAULT ALTERNATIVES 1. Georgia (templates, Microsoft Office, web) 2. Georgia, Times New Roman (email) For use when the primary font is unavailable.

Logo Usage

• Ample clear space around the logo is necessary to maintain clarity and ease of recognition. This space also buffers visual tension and unintended associations with any surrounding design elements.
• Use the H character as a handy visual gauge to maintain this space when using the logo. This space is the minimum. Being generous with space greatly improves control of emphasis, association, and aesthetic.
• For the purpose of legibility and recognition, these sizes are the minimum acceptable.
• Pro tip: the logo should not fill the majority of a PowerPoint slide.
• While the official full colour logo is the preferred go-to style, for flexibility these variations are also acceptable.
• Usage of the variations should be determined based on context, aesthetic quality and/or reproduction limitations.
• Note that the figures are not transparent in the official full colour logo while those in the single colour variations are transparent.
• Extra care should be taken to avoid any of these treatments.
• Straying from the standard consistency risks legibility and professionalism. It can also distract from the core messaging.
• The square area of each logo should feel optically balanced. Keep an eye on spacing. Logos should be close enough to indicate an association but not so close it’s uncomfortable or confusing.
• Using the baseline of any lettering or weighted graphic elements is helpful to establish an anchor axis, especially for non­uniform shapes.
• Using a fixed height or width for both/all logos may create an unbalanced composition and hierarchy.
• The wordmark can be used in special circumstances where context, layout or reproduction requirements deem it beneficial. The full logo should be considered first.
• This palette is intended for accents or highlights for the purpose of differentiation and emphasis within information design. These colours should not replace the primary logo colours.

Tone And Messaging

• To passionately pursue a healthy future for women, children, youth and families.
• Safe, compassionate care through leadership, innovation, integrity, and partnerships.
• The IWK’s long-standing blue and pink have each been updated to bolster a richer tone for a more lively and dynamic vibe -especially in digital media. This vibrancy encapsulates the healthy energy and ever-active atmosphere of the IWK.
• These three supporting colours, including white, introduce a grounding sophistication and professionalism to balance the vibrant energy of the primary colours.
• Compositions should be active and not overly posed or rigid. Portraiture is an exception.
• Stock photography should feel like it’s the IWK. That is, it shouldn’t include obvious elements or locations that might indicate otherwise.
• Supporting illustrations should be friendly, accessible and contemporary in design. Simplicity is recommended for easy comprehension. Avoid stereotypes and be mindful of your target audience.

Brand Values

• Safe, compassionate care through leadership, innovation, integrity, and partnerships.

Visual Style

• The background is predominantly white with a subtle design element of light blue dashed circles and flowing dotted lines creating an abstract, organic pattern that extends across the upper and right sections of the page. In the bottom right corner, place the IWKHealth logo, which consists of an icon depicting three stylized human figures in purple, pink, and dark blue, alongside the text ‘IWKHealth’ in pink. At the bottom of the page, add a sleek, curved color band composed of a gradient blend from pink to dark gray and black, providing a foundation for the layout. The overall design is minimalistic, modern, and corporate, emphasizing clarity and professionalism.
• Other modifications include the softer yet heavier typeface and vibrant colour palette.

Iconography

• Icons should be simple and universally understood. Labels should accompany icons in most cases for optimal understanding.
• An IWK icon library is being constructed and will be made available in the near future. Google’s material icon library is a good starting place to borrow from or utilize as a reference.
• Icons can be loose or may be bound by a square or circle container to assist in creating uniform associations and meanings.

Layout And Composition

• Pro tip: the logo should not fill the majority of a PowerPoint slide.
• Ample clear space around the logo is necessary to maintain clarity and ease of recognition. This space also buffers visual tension and unintended associations with any surrounding design elements.
• Use the H character as a handy visual gauge to maintain this space when using the logo. This space is the minimum. Being generous with space greatly improves control of emphasis, association, and aesthetic.
• For the purpose of legibility and recognition, these sizes are the minimum acceptable.
• The square area of each logo should feel optically balanced. Keep an eye on spacing. Logos should be close enough to indicate an association but not so close it’s uncomfortable or confusing.
• Using the baseline of any lettering or weighted graphic elements is helpful to establish an anchor axis, especially for non­uniform shapes.
• Using a fixed height or width for both/all logos may create an unbalanced composition and hierarchy.
• Layout example.

Partner Lockup

• BALANCE IS KEY The square area of each logo should feel optically balanced. Keep an eye on spacing. Logos should be close enough to indicate an association but not so close it’s uncomfortable or confusing. Using the baseline of any lettering or weighted graphic elements is helpful to establish an anchor axis, especially for non­uniform shapes. Using a fixed height or width for both/all logos may create an unbalanced composition and hierarchy.

• Layout example.

Department Service Lockup

• The department/service logo lockup can accommodate any length of titling. Contact Communications & Public Affairs if you require a logo combination for your area.
• Departments or services can also be identified in this manner.
• These are examples only.

Wordmark

• The wordmark can be used in special circumstances where context, layout or reproduction requirements deem it beneficial. The full logo should be considered first.

Additional Properties