6.3
IMAGERY
USING IMAGERY TO SUPPORT OUR VISUAL IDENTITY
Our images convey the central message of
The Science of Care, through the confident use
of space, and human elements. Using our images
full-bleed, especially on front covers, is central
to our look and feel.
Our images create a background canvas on which
other elements, e.g. our logo and the headline, sit.
The image sets the tone, and conveys a natural
sense of calm, warmth and humanity.
We use images of still life, images of people
and – within hospital environments – of local
textures. There is specific direction for each of
these throughout this section. Please follow the
checklists and make sure the images you use
capture these directions.
It is important that the images used are relevant
to the communication and relevant to the market,
or platform they are aimed at.
EXCEPTION
Although we strive to use full-bleed imagery on
covers, there will be times when the only image
available is too busy to act as a background for our
logo and headline without compromising legibility.
For these situations we have a simple system that
defines where to place an inset image in relation
to other elements such as our headline. This is
demonstrated in the print section on page 12.5.
MEDICLINIC BRAND GUIDELINES | BASIC ELEMENTS | IMAGERY
Use full-bleed imagery
on covers, and where
possible, inside pages
FAMILY
Convey a natural sense of calm,
warmth and humanity.
ISSUE FOUR | SPRING 2010
KEEPING COOL
HOW LEWIS PUGH
USES HIS MIND TO
HEAL THE EARTH
TASTY FOOD
FOR NO-FAT
NO-SALT DIETS
KRY MEER WOEMA!
OEFEN MET ’N MAAT!
BIRSHOF
PANORAMA
GOLFCLINIC
A HOLISTIC
PRACTICE TO
KEEP YOU ON
COURSE
CUSTOMISED &
HOLISTIC CARE
FOR EXPECTANT
PARENTS
OUR STAFF IS TRAINED ACCORDING TO UNICEF GUIDELINES AND OUR
CLINIC HAS A “BABY FRIENDLY” EXCELLENT RATING.
‘N MENS MOET DROOM
SÊTANNIE EVITA
AN INTERDISCIPLINARY TEAM OF EXPERTS FROM
MEDICLINIC BIRSHOF COLLABORATE TO TREAT THE
ATHLETE’S BODY AND MIND
NEED TO KNOW
MEDICLINIC GOING EVER GREENER
HAVE YOUR BONE DENSITY TESTED
HOE WERK JOU SPIERE
LASER SURGERY FOR 20/20 VISION
CONTENTS