In this section, you'll find guidelines as it relates to each of Children's Hospital of Richmond at VCU's brand elements, including:

• Logos
• Colors
• Graphic elements
• Typography
• Photography

Voice

Children’s Brand Voice

Voice brings our brand and four personality traits to life through language. Just like logo and design bring brand to life visually, language and writing are fundamental to expression. With a clear and unique brand voice, everyday communications become memorable experiences. 

Voice Role

Our voice role comes from Doc Moxie, who expresses our unique personality, embodies our brand and guides us to communicate with our audiences in a human way. When writing or speaking on behalf of the brand, we channel our inner Doc Moxie and show that we’re always by your side.

Every superhero needs a sidekick. And with our brand voice, we can deliver that idea to our patients, families, team members and the broader community by:

• Giving our audiences clarity by speaking and writing with purpose
• Making space and time to infuse fun and delight into our work
• Knowing our audiences and tailoring language to meet their needs
• Instilling confidence by being bold and declarative with our language

Voice Tactics

Our writing tactics are built from our brand personality traits and the sounds demonstrate how our communications should feel. Together these elements to show that we’re always by your side, just like Doc Moxie. These tactics are not meant to be rules, but rather direction and ideas to help deliver on our purpose of nurturing the champion in every child.

Compassionate Candid writing tactics:

• Radically simplify: use easy words and basic sentence structure to show that we’re accessible and down-to-earth 
• Talk with parents and patients, not at them. When possible write in the second person by using their name or “you” rather than “the patient”
• Create personalization by using pronouns and introducing yourself and signing off in a conversational way
• Ask questions to connect with others, to build relationships and gain trust. Ask about what’s going on in their lives and what is on their minds (not about the weather)

Purposefully Playful writing tactics:

• Share quotes, jokes or facts within conversations and content to provide context and lighten the mood
• Serve up optimism by pointing to the positive aspects of a situation. And if something negative arises, recognize it and ground it within broader context
• Inspire possibility by drawing on children’s natural tendencies to dream big and work through the obstacles in their way
• Use alliteration and/or rhymes in small doses (think headlines and captions) to create whimsy and wonder 

Artfully Insightful writing tactics:

• Tell stories. Stories from patients, families and team members (always with their permission). Allow those stories to be the conduit for sharing information and knowledge
• Innovating and creating isn’t always about the solution. Communicate processes and interim learnings to show our attention to detail
• Streamline and simplify how language is presented using bulleted lists, infographics and other visual tools
• Guide and help others through their journey with encouragement and clear steps and process, leading them to success, no matter how big 

Unconditionally Confident writing tactics:

• Be bold in headlines and key moments by using short but complete ideas, that show direction
• Share real moments and situations—not everything can be perfect. Relish the challenges and grit and show what can be learned from those moments
• When you can commit to it, say it. Use language like “always,” “continuously,” and “every” to show that we’re committed
• Use declarative calls-to-action to clearly show what we want people to do

Voice Checklist

Whether you are writing something or reviewing a piece of content, use this checklist to stay on track with our brand voice.

• Does your piece express the spirit of our brand from the inside out?
• Does your writing sound like something that Doc Moxie, who is always by your side, would say? 
• Read over your work. Does it capture the essence of at least one of our personality traits?
• Did you use a selection of our writing tactics? (Hint: another way to check for this is to make sure you aren’t using language or style that contradicts tactics)
• Could someone realistically describe the tone and feel using “sounds” descriptors?

Messaging

Messaging is our opportunity to activate the value of CHoR by consistently communicating who we are and what we stand for. Based on our brand platform, we have several key message themes and supporting examples that help to communicate to each of our audiences, across different content types and touchpoints.

Use the themes and examples below to guide your content, but always consider your audience and ultimate objectives in your communication.

Team members

Our team members are integral to CHoR and improving the lives of children, here and far away. These message themes are designed to help you create content, whether written or spoken, directed toward our team members. The examples shown below are exactly that, examples. Use them to inspire your writing and to create new, relevant, on-brand communications.

1. Dedicated to you

   Convey that we’re an organization of opportunity, determined to help our team members grow and thrive.

   Example messages:

   • Your journey is important to us—your path to growth is our priority.
   • Say hello to one of the 2,500 people who share your passion and purpose.

2. Your impact goes further

   Connect our people to the impact they are making for patients, our community and the much broader health care industry.

   Example messages:

   • Together, we’re making a difference. Here and far.
   • Where your education, experience and efforts go further, making an impact that wouldn’t be possible anywhere else.
   • Are you inspired by possibility? Join our team to push the limits of science and help us move lives forward.

3. Empowered to transform

   Share how we enable our employees to make a difference and influence the world around them.

   Example messages:

   • Taking research off the page to make a difference in kids’ lives.
   • We dream about what’s possible, and we get it done.
   • Inspiring the imagination.
   • Challenge what’s possible.

4. A community of champions

   As a cohesive unit of champions, relate how working together improves the lives of children and each other.

   Example messages:

   • Making futures brighter takes all of us: nurses and therapists, educators and learners, caregivers and life-changers.
   • As part of VCU Health, you’re connected to the unrelenting commitment to leading what’s possible in health, recovery and life.

Parents and community

We want parents and the community to know that their child comes first. These message themes are designed to help you create content, whether written or spoken, directed toward parents and community audiences. The examples shown below are exactly that, examples. Use them to inspire your writing and to create new, relevant, on-brand communications.

1. Kids come first

   Demonstrate how we treat each child as an individual and our number-one, most important patient.

   Example messages:

   • In our world, children are the superheroes.
   • Our buildings are designed for kids, our people are trained in caring for kids and our discoveries are centered around kids.
   • Here, every kid shines.
   • Committed to making kids of the Commonwealth healthier and stronger, inside and out.

2. Every diagnosis, every specialty

   Communicate that we have specialists and pediatricians that care for each child, no matter the need.

   Example messages:

   • The most comprehensive care possible for every child.
   • Caring for every child, no matter how complex or mild.
   • Experience a place where award-winning research, education and clinical care come together.
   • We have the depth and breadth of services and expertise to make a real difference locally.

3. Making it easier

   Knowing that health care is complex and challenging, show an understanding of what parents are going through and actively connect them to the care they need.

   Example messages:

   • We equip you with the knowledge, services and compassion you need to feel confident.
   • Sickness and injuries are never expected. That’s why we have nearby locations and extended hours to make it a little easier to get the care your child needs.
   • We’re bringing life-saving care closer to you and your family.
   • We know this is a lot. Is there anything we should go over again?

4. The best—right here

   Convey that our health care is unmatched, using accolades, personal stories or data to show there’s no need to travel to access great care.

   Example messages:

   • Treating, healing and taking care of more children than any other hospital in Richmond.
   • Providing world-class care, right here in Virginia.
   • Awards and accreditation are stamps of approval from you—the kids and families we serve, inspiring us to keep climbing higher.

5. Collectively powered

   Communicate what the collective “us” is capable of when we work together.

   Example messages:

   • We’re powered by passion and connected with VCU Health.
   • With VCU Health on our team, we can give every child a chance to heal, recover and celebrate their super powers.
   • Your team, at your side.

6. Sharing the love

   Communicate our appreciation to the community and parents for trusting us to care for their beloved children.

   Example messages:

   • We thank you for being part of our family and letting us be part of yours.
   • Imagination is powerful medicine.
   • Sharing courage, strength, fun and possibility with the patients of Children’s Hospital of Richmond at VCU. 
   • Your trust means the world to us

Referring physicians

By partnering with referring physicians, we’re ensuring that our communities’ kids have the best care. These message themes are designed to help you create content, whether written or spoken, directed toward referring physicians and providers. The examples shown below are exactly that, examples. Use them to inspire your writing and to create new, relevant, on-brand communications.

1. Joining forces

   Share our desire to collaborate and work together. Because our success is a shared success.

   Example messages:

   • Together, we’ll do what’s right for our patient.
   • Partnering to improve kids’ lives by infusing fun and rigor into our care approach.
   • Working with you to improve the lives of our community’s kids and families.

2. Simplifying connections

   Emphasize our efforts to simplify access to Children’s Hospital of Richmond at VCU and our providers, so that we can all spend time improving the lives of children.

   Example messages:

   • How can we work together better?
   • We’re making partnering with us easier. Gone are the days of complicated referrals and extensive paperwork.
   • Let’s align on a communication plan. It’s important to us that you stay completely informed of your patient’s progress.
   • Every transition should feel seamless. If it doesn’t, we want to know why and work to make it better next time.

3. Expect transparency

   Communicate messages of candor and clarity that show our commitment to keeping referring physicians in the loop.

   Example messages:

   • We have expertise, innovation and knowledge and are eager to share it all with you.
   • We know we haven’t always been the best at communicating with you. From now on, expect transparency.
   • What can we do better? We want to hear your honest feedback.

Our logo

Introduction

Our logo is a foundational piece of our brand’s visual identity. It is a symbol of our entire organization, and serves as a reminder of our purpose to nurture the champion in every child.

The history of our logo began long ago, back in 1928 when our logo was based on Andrea della Robbia’s image of a swaddled infant, which symbolized our “open arms extended to those in need.” Since then, we’ve evolved and modernized our logo, while continuing to give every child in our growing community a chance to heal, recover and celebrate their super powers.

Logo Design

Our logo is made up of a symbol and logotype. The symbol features a playful child, who we call Herman, jumping rope to represent the energetic spirit of all children. Herman is set on a vibrant, bold pinwheel, shining focus on the child and expressing a sense of fun and optimism. Our logotype, “Children’s Hospital” followed by “of Richmond at VCU”, highlights our relationship with VCU Health and the benefits of being connected to a comprehensive health system. This logotype is a simplified version of our name in writing - Children’s Hospital of Richmond at VCU. 

Configurations

Our logo has been carefully constructed for optimal readability and reproduction in a variety of applications. When using it, look to these options to ensure you’re using a configuration that works best for your piece. Always download logo files rather than attempt to recreate our logo. 

Horizontal (Preferred)

The extreme horizontal and vertical configurations of our logo are for restricted use in specific applications only. Do not use these two configurations without approval from the Marketing team.

Extreme Horizontal

Vertical

Clear Space

To ensure the legibility and visibility of our logo, we’ve defined an area of clear space that should be maintained around the logo when we use it in application. Keep this area free of surface edges, typography, imagery or other graphic elements.

Our logo’s clear space is one-third of the overall height of the symbol, and scales proportionally. This minimum clear space must appear around the entire logo, but more clear space is usually (always) better.

1/3 the height of the symbol is equal to "x”

Color Formats

Our logo is available in five color formats to go give you flexibility and to ensure it looks good, no matter the reproduction method. Our options include positive full-color, reverse full-color, single color (black or white) and grayscale. 

Positive Full-Color (Preferred)

Reverse Full-Color

Positive One-Color Black

Positive Grayscale

Reverse One-Color White

The one-color white logos may also be used on top of any of our primary or secondary brand colors if needed, except VCU Health Gold.

Misuse

To ensure we represent our brand in a consistent way, we always encourage you to follow our guidelines. Anything that strays from variations provided above is considered a misuse. Avoid these misuses which diminish the value of our brand.  

File Names

To keep our brand assets organized, we have established a standardized approach to naming our art and production files. This will help us stay on top of changes as they happen.

Our color palette

Introduction

Our colors are bright and optimistic, and represent the playful, primary colors associated with childhood. Inspired by our colorful logo, we have both light and dark tones of our colors, giving us a vibrant and dimensional selection to choose from.  

Formulas and Specifications

Like all other elements of our brand, we have set standards to ensure our colors are used consistently across communications. These color formulas and specifications have been carefully created and tested to deliver the best possible reproductions. 

Primary Colors

CHoR Dark Blue
PMS 3005C
CMYK 100 / 31 / 0 / 0
RGB 0 / 119 / 200
HTML #0077C8

CHoR Light Purple
PMS 219C
CMYK 0 / 100 / 0 / 0
RGB 234 / 68 / 152
HTML #EA4498

CHoR Light Green
PMS 375C
CMYK 42 / 0 / 90 / 0
RGB 151 / 215 / 0
HTML #97D700

VCU Health Gold
PMS 130C / 109U
CMYK 0 / 30 / 100 / 0
RGB 255 / 179 / 0
HTML #FFB300

Secondary Colors

CHoR Light Blue
PMS 311C
CMYK 68 / 0 / 14 / 0
RGB 5 / 195 / 222
HTML #05C3DE

CHoR Dark Purple
PMS 234C
CMYK 18 / 100 / 6 / 18
RGB 162 / 0 / 103
HTML #A20067

CHoR Dark Green
PMS 2272C
CMYK 81 / 0 / 96 / 0
RGB 0 / 177 / 64
HTML #00B140

Tints

Our brand colors can be used as tints from 20% - 100%.

Color Combinations

Our color palette is designed so that all our colors work well together, below are a few examples. However, more options are available; this is only a small sample.

CHoR Dark Blue / CHoR Light Blue

CHoR Dark Purple / CHoR Light Purple

CHoR Dark Green / CHoR Light Green

CHoR Dark Purple / VCU Health Gold

CHoR Dark Purple / CHoR Light Blue

CHoR Light Green / VCU Health Gold

There are a few color combinations that shouldn’t touch because they create a vibration effect.

VCU Health Red / CHoR Dark Green

VCU Health Red / CHoR Light Green

VCU Health Red / CHoR Light Blue

CHoR Dark Green / CHoR Dark Purple

CHoR Dark Green / CHoR Light Purple

When using the multiply effect the following color combinations do not provide enough contrast and should be avoided.

VCU Health Gold over VCU Health Red

VCU Health Gold over CHoR Dark Blue

VCU Health Gold over CHoR Dark Purple

VCUH Gold over CHoR Light Purple

VCU Health Red over VCU Health Red

VCU Health Red over CHoR Dark Purple

VCU Health Red over CHoR Light Purple

CHoR Dark Green over CHoR Dark Blue

CHoR Light Green over CHoR Dark Blue

CHoR Light Blue over CHoR Dark Blue

CHoR Light Purple over VCU Health Red

CHoR Light Purple over CHoR Light Purple

Our typography

Introduction

Our typefaces, like our other design elements, visually help to express the attributes of our brand. Use only the font weights and styles specified here to create consistency and maximum impact across our applications. 

Primary Brand Typefaces

Quicksand

To infuse personality and connect to our graphic elements, we use Quicksand for headlines and callout information. Both rounded and geometric, Quicksand is used in high-impact situations to create an ownable appearance that feels playful, while remaining highly readable and professional.

Quicksand Light

Quicksand Regular

Quicksand Bold

Univers LT Std

Univers LT Std is our primary brand typeface for all copy except for headlines and callout information. Univers LT Std is the typeface used in our logotype as well as in the VCU and VCU Health brands, and was chosen for its clean, sophisticated appearance and legibility.

Quicksand and Univers LT Std should be used across most printed materials that are professionally designed.

Univers LT Std 45 Light

Univers LT Std 55 Roman

Univers LT Std 65 Bold

System Typeface

Some applications (e.g., Microsoft Word, Microsoft PowerPoint, Microsoft Outlook) do not have our primary typefaces. For those applications, we use a system font that allows all users, regardless of computer and software they’re using, to use and read documents. We use Arial as our system typeface because it closely matches Univers LT Std and complements our brand typefaces. 

Arial Regular

Arial Bold

Digital Typefaces

In digital applications such as e-newsletters, websites and apps, we use Roboto and Quicksand as our typefaces. It creates a similar experience as our primary typefaces and aligns with our enterprise brand.

Roboto Light

Roboto Regular

Roboto Bold

Quicksand Light

Quicksand Regular

Quicksand Bold

Our photography & video

Introduction

This information is intended to provide technical considerations and creative direction for capturing CHoR's photographic and video style. It provides what photographers and videographers need to know to capture the unique qualities of focus and subject in a way that will enhance and distinguish our brand communications. Use this information to guide all custom photography for the brand.

Approach and Style

Our photography is an opportunity to visually communicate the core values of our brand and create emotional connections with our audiences. Our photography style captures optimistic, everyday moments of our patients living life and being kids, whether at home, on the playground or in a health care environment.

We use a documentary style that results in authentic and believable imagery that feels unposed. Our photography utilizes a tight focus on the individual(s), putting them at the forefront of everything we do and creating dimensional imagery that connects with the viewer. When photos feature health care providers, the focus should always be on the patient and should express a sense of connection and support—whether through eye contact, body language or physical touch. Because every child is a champion, our photos should feature diversity through race, age, gender and ability.

There are three main categories of imagery to be used in CHoR communications— lifestyle, clinical interactions and people portraits. 

Image Categories

There are three main categories of imagery to be used in our communications—lifestyle, clinical interactions and portraits of our people. The following pages help to guide the art direction of new photography to ensure that all imagery clearly reflects and expresses our brand.

Lifestyle photography

Lifestyle photography should capture real, positive moments of kids being kids. Children should be shown enjoying healthy or mentally stimulating activities. Kids should appear unposed in the middle of activities or conversations. When we use photography with eye contact, the subject should be in the middle of an activity, as if they just heard their name. A tight focus with blurred foreground and background should be used when possible to create a clear focal point on the subject. Kids are shorter than us (most of the time!), so get down to their eye level and capture photographs from their viewpoint.

Consider these ideas when art-directing our photography:

• Healthy, positive activities and expressions
• Diverse range of ethnicities, ages, genders and abilities
• Natural moments and activities that show a child’s personality
• Simple backgrounds and a short depth of field
• Bright, clean and natural light when possible
• CHoR's  color palette should be incorporated whenever possible

Clinical interactions photography

Medical photography shows the relationship between the child and provider(s), demonstrating our commitment to each individual child. Our medical photography should feel warm and unposed. People should be captured in real settings and appear conversational and authentic. When possible, provider(s) should remove lab coats for the shoot, to appear less formal and more approachable. ID badges should also be removed to reduce clutter and ensure the focus is on the child. Provider(s) should be identified by use of medical equipment and body language. When possible, provider(s) should wear a Herman pin as an added brand element. Photos should feature innovative and interactive treatments and techniques whenever possible to add variety and call attention to some of our more unique offerings. Strive to keep compositions simple in bright and clean environments with ample natural light from windows when possible. Always make an effort to reinforce our color palette through apparel or other elements in the scene.

Consider these ideas when art-directing our photography:

• Natural moments of connection and conversation between provider(s) and the child
• Main focus on the child, not the health care provider
• Never feature children alone in a clinical environment
• Professional attire with Herman pin for provider(s) (no lab coats when possible)
• No ID badges
• Healthy, positive expressions and scenarios
• Bright, clean environments and natural light when possible

People portraits

Portraits should also reflect our brand. Our people should look comfortable and friendly and appear unposed in their natural work environment.

Consider these ideas when art-directing our photography:

• Friendly, positive expressions
• Bright natural lighting and settings with short depth of field (no studio settings)
• Professional attire with Herman pin or our logo (no lab coats when possible)
• No ID badges
• CHoR's color palette should be incorporated whenever possible

Photo Manipulations

It is sometimes necessary to modify photographs in post-processing to better match our style guidelines. Below are two examples of how photos can be manipulated to reflect our bright and focused look and feel through color and focus techniques.

Adjusting depth of field

Adjusting color

Video considerations

The styles and guidelines for photography should be applied to video when possible to create consistency in our appearance and express the same strong focus on individual children and sense of support in clinical applications. However, in video applications, we have an opportunity to create more movement and interaction. For example, in a video showing interaction between a health care provider and child, the shot could open with the provider in focus and the child slightly blurred, and then quickly shift the focus to the child to illustrate the idea that child is the center of attention. This same rack focus technique could be used to bring attention to any subject, from nutrition to educational or outdoor activities.

Consider these ideas when art-directing our videography:

• Healthy, positive activities and natural expressions
• Diverse range of ethnicities and abilities
• Natural moments and activities that describe a child’s personality
• Use of rack focus technique when appropriate
• Bright, clean and natural light
• CHoR's color palette should be incorporated whenever possible

Rack focus technique

Misuse

Don’t photograph subjects in scenes that are visually busy or cluttered or have no focus.

Don’t photograph subjects in dimly lit hallways or dark interior spaces.

Don’t crop out the faces of all of the subjects.

Don’t photograph subjects participating in activities without proper safety gear

Don’t feature children alone in a clinical setting. Always pair them with an adult.

Don’t photograph children making unhealthy nutrition choices

Our graphic elements

Spinwheel Graphic

The spinwheel graphic is the foundation for our visual expression and is derived from the pinwheel in our logo. Each shape, dynamic angle and curve comes together to provide meaning and purpose in our design system. Just like a pinwheel is made up of wings and powered by wind, we work together to empower the champion in every child. The spinwheel graphic is a primary identifying feature across all visual communications and pairs with our colors, photography and fonts to create our unique look.

The spinwheel graphic is created by selecting an intersection of two wings from our pinwheel shape. When selected, you will notice that the spinwheel graphic is made up of a straight edge combined with a curved edge as shown. These shapes divide our visual layouts into three distinct areas that we can fill with colors or photography. 

For flexibility, the spinwheel graphic can be rotated 90 degrees and/or mirrored along the vertical or horizontal axis. This gives us eight possible permutations of our graphic.

When using our logo within the spinwheel graphic, it should always sit in the triangular shape in one of the four corners of a layout with a white background as shown. To create this staging area, position the spinwheel graphic with the white triangle shape in one of the corners of the piece.

Within the remaining sections formed by the wings of the spinwheel graphic, place an image or our colors to create energy. When using a photograph, avoid cutting or blocking the subject of the imagery.

Misuse

Do not violate the logo clear space with the spinwheel graphic.

Do not distort the spinwheel graphic in any way. Always scale proportionately.

Do not use unapproved colors.

Don’t crop the spinwheel graphic in a way that does not allow all aspects of the graphic to be seen.

Do not rotate the spinwheel graphic other than in 90 degree increments.

The grid

Introduction

Our grid system ensures consistency and flexibility in the design of all communication pieces. The margins, columns and rows of the grid system provide a structure for the placement, scale and alignment of all the elements of our identity.

The grid system is scalable and can also be applied to custom sizes and applications.

Step 1: margins

Margins are equal all around and correspond to 1/24 of the height of the piece.

Step 2: rows

Divide the space between the top and bottom margins by a multiple of four. 24, 28 and 32 are the most common numbers for collateral applications.

Step 3: columns and gutters

The number of columns should be a multiple of three (3, 6, 9, 12). The gutters are equal to 12pt (for collateral applications).

Other formats

Our grid is scalable to other formats.

Misuse

Do not use uneven margins on the sides.

Do not use a number of columns not divisible by three.

Do not use a different value for the spacing of rows.

Do not use a gutter other than 12pt.

Icons

Introduction

The icons we use are uniquely ours. They are designed to connect with our brand and logo and create a cohesive visual system. The jump rope from our logo symbol is the inspiration for our iconography. Each icon is a combination of simple geometric shapes (think triangles, circles and rectangles) drawn as a continuous line (just like Herman’s jump rope) where possible.

Color

Our icons are created in a single color, which improves readability and production. Our icons are best shown in CHoR Dark Blue on a white background; however, depending on the needs of the application, you may use any of our primary or secondary colors. Our icons can also be used in reverse white on any of our primary or secondary colors.

Positive icons

Reverse icons

Creating icons

When creating new icons, start with a concept that clearly identifies what you are trying to demonstrate. Choose simple, obvious and commonly accepted symbols. From there, translate the icon into our style. Create our icons using a grid system.

Grid details:

• Start with a square
• Divide the square into 44 equal units vertically and horizontally 

Shape details:

• Draw your symbol on the grid, aligning shape edges to the grid and the ends of the line on either a vertical or horizontal gridline or at an intersection of the gridlines
• Soften shape angles by making them round and keeping a geometric feel at all times
• Whenever possible, use a continuous line that isn’t completely connected (leave at least a small opening)
• Make sure the “Round Cap” and “Round Join” options are selected in the stroke palette
• The line weight should always be two units of the grid
• Once the icon is complete, be sure to outline the artwork so that, when it is scaled for different applications, the two-unit thickness remains consistent

Using icons

Draw attention to messages by connecting icons with content, specifically calls to action. In busy infographics like maps, reverse icons out of a circle to differentiate them from the illustrations and create consistency in wayfinding. When using the icons within a circle, the width and height of the circle should match the width and height of the square.

Minimum size

To preserve the integrity of our icons, we have established a minimum size the icons can appear. For print applications, the minimum size of the square around the icon is 15 points, and for digital applications, it is 18 pixels.

Print applications

Digital applications

Our infographics

Introduction

Our visual system includes graphics that make our data and information more engaging, and it clearly demonstrates what we’re trying to express to our audiences. The bright and colorful style unites our infographics, while allowing you to vary the subject or topic.

Charts and graphs

Our charts and graphs feel very colorful, just like our system as a whole. Colors are used to intentionally group, divide or highlight important information. Use a flat design aesthetic without additional graphic effects or drop shadows. Bar charts may include a rounded corner to visually connect to our logo shapes and design elements. Use labels to identify data and call-out information.

Data visualization

An infographic tells a clear story. Include descriptive headlines and captions paired with charts, graphs and other illustrations to communicate the narrative. Our colors play a big role and can be used to group, divide or highlight important information.

Maps

Maps are created with monochrome color signal to create a simple visual treatment. Use our full-tint colors for identifying key information, and use color tints and tints of gray for non-highlighted areas. States, counties or other boundaries should be separated by white lines. Our logo symbol can be used as a location marker within the map.

Highway maps show major roads and interstates in a bold color and thicker line weight.

Campus and interior maps incorporate our iconography style and colors to organize facility types and wayfinding features.

Bringing it together

Grid and logo

When placing our logo on an application, scale the logo to the height of 2 rows.

Our logo can be placed in any of the four corners of an application.

Grid and typography

Text boxes hang down from the grid rows.

Some exceptions are possible; for example, at the bottom of pages, the text may rest on the bottom margin.

Grid and spinwheel

When placing our spinwheel graphic on an application, have at least two sides of the spinwheel bleed off of the application. The spinwheel may bleed off three or all four sides of the application as well.

2 edges

3 edges

4 edges

When using the banded treatment as a header, be sure it aligns to the rows.

Grid and photography

Photography always aligns to the columns and rows.

Spinwheel and logo

When placing the logo, be sure that it is always on a white background and within the triangle that is created by the spinwheel graphic.

Spinwheel and typography

The typography placed on the color fields of the spinwheel graphic is always white. Remember to always align typography to the grid.

Spinwheel and photography

A photograph can be placed within the spinwheel shapes or behind the spinwheel shapes. 

Below are the steps to add a photograph behind the spinwheel shapes.

A spinwheel shape can be used with the multiply effect so that the photograph below can be seen.

Spinwheel and color

When choosing colors to use within the spinwheel graphic, use only the approved color combinations. Always use two colors with the multiply effect, two colors and white, or one color and a photograph.

Some color combinations should not be used together because they vibrate when placed next to each other.

Typography and color

Adding colors to type establishes a hierarchy and improves legibility as well as clarity. When adding color, please keep the following in mind:

• Body text is always 100% black when placed over white.
• Colors can be used for headlines, subheads and intro text.
• Another color can be used for quotes and a call to action.

Using too many colors can become distracting. Do not use more than two support colors on an application.