CONTENTS Page 1 of 2
OUR BRAND
4.0 COLOUR
6.6 Still life photography – Checklist and usage
1.1
4.1
6.7 Still life photography – Local relevance
4.2 Overview examples
6.8 People photography – Checklist and usage
4.3 Primary palette
6.9 People photography – Local relevance
4.4 White space
6.10 Local textures – Checklist and usage
4.5 Use of Mediclinic Grey
6.11 Local textures – Local relevance
4.6 Mediclinic Blue and The Science of Care Proof Points
6.12 Sub-brand imagery
4.7 Mediclinic Blue and information highlighting
6.13 Selecting photography – visibility and legibility
4.8 The blue line
4.10 Mis-use of Mediclinic Blue
6.14 Supporting photography
Strategy – The Science of Care
BASIC ELEMENTS
2.1 Visual overview
2.2 Verbal overview
3.0 LOGO
3.1 Overview
3.2 Overview examples
3.3 Elements
3.4 Clear space area and minimum size
3.6 Preferred placement
3.7 Colour
3.9 Sizes for print
3.10 Sizes for on-screen usage
3.11 Brand architecture – Logo family
3.12 Brand architecture – Hospitals and clinics
3.13 Brand architecture – Sub-brand
3.14 Brand architecture – Independent centre
of competency
3.15 Brand architecture – Proprietary centre
of competency
3.17 Brand architecture – Sponsorship
3.18 Exceptions – Hospital names
3.19 Exceptions – Symbol without logotype
3.20 Exceptions – Wide formats and colour
3.21 Arabic logo
3.22 Arabic logo – Clear space area and minimum size
3.23 Arabic logo – Dual-language application
3.24 Arabic logo – Exceptions
3.25 Strapline
3.26 Use of strapline
3.27 Strapline position on literature with no back cover
3.28 Afrikaans strapline
3.29 Mediclinic Baby logo
3.30 Mediclinic Senior logo
3.31 Mediclinic Privé logo
3.32 Mediclinic Professional logo
3.33 Logo don’ts
MEDICLINIC BRAND GUIDELINES
Overview
of other elements
4.11 Special use colours: Mediclinic Dark Blue
4.12 Special use colours: Mediclinic Orange
7.0 ILLUSTRATION
4.13 Using industry standard colours
7.1
4.14 Specifications for print
7.2 Illustrations for doctors and patients
4.15 Specifications for on-screen
7.5 Illustrations for children
4.16 Sub-brand logo colours
Audiences
8.0 SUPPORTING GRAPHIC ELEMENTS
5.0 TYPOGRAPHY
8.1
5.1
8.2 Overview examples
Overview
Overview
5.2 Overview examples
8.3 Pictograms
5.3 Typeface overview
8.4 Pictograms – Using existing information pictograms
5.4 Corporate typeface
8.5 Pictograms – Using existing medical pictograms
5.5 System font
8.6 Grey panels
5.6 Headlines
8.7 Information graphics principles
5.7 Headlines – Size
8.8 Tables
5.8 Headlines – Leading
8.9 Maps
5.9 Headlines – Don’ts
8.10 Charts and graphs
5.10 The Science of Care Proof Points
8.11 Organograms
5.11 Body copy
8.12 Extended colour palette
5.12 Summary
5.13 Arabic
9.0 TONE OF VOICE
9.1
Overview
6.0 IMAGERY
9.2 The Science of Care
6.1
9.3 The Science of Care Proof Points – Overview
Overview
6.2 Overview examples
9.4 The Science of Care Proof Points – Visual style
6.3 Using imagery to support our visual identity
9.5 The Science of Care Proof Points – Do’s
6.4 Overview – Local relevance
9.7 The Science of Care Proof Points – Don’ts
6.5 Overview – Checklist
9.8 The Science of Care Proof Points – Tips
CONTENTS