East Tennessee Children's Hospital Brand Guidelines

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East Tennessee Children’s Hospital
Brand Guidelines

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A strong brand is one of the most valuable
assets an organization owns. To make it truly
powerful, it needs to be applied consistently so
anyone dealing with East Tennessee Children’s
Hospital knows who we are and what we stand
for. Everyone has a part to play in doing this
and bringing our brand to life.
These guidelines are to help you represent our
brand consistently.

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Contents
Our brand 4
Our logo 6
Color palette 20
Typography 21
Photography 25
In application 32

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Our Brand
At the heart of any brand is a big idea. Simple.
Memorable. True. For East Tennessee Children’s
Hospital, this big idea is:
We Get Kids
A simple but powerful expression of what we
believe in. Children are the focus of everything we
do. Even though there is so much expertise
and experience behind this simple phrase, it all
comes down to how we understand children. We
recognize they have unique needs when it comes
to health care. We get kids.

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Our Brand Platform
With We Get Kids at its heart, our brand
platform is a summary of all the elements
that make East Tennessee Children’s Hospital
special.
Our mission is about the impact we want to
make.
Our values are the standards we believe in
that drive the way we do things.
Our promise describes what we do for all our
audiences.
Our personality is the image we want
to project.
Our positioning is the unique place we
occupy in the world.
The Brand Platform is the essential tool
to help us make the right decisions in
everything we do.
Our Mission
To improve the health of children
through exceptional, comprehensive
family-centered care and wellness.
Our Positioning
We are the only
hospital in East
Tennessee providing
the unique care
children need.
Our Values
Exceptional Care
Collaborative
Compassion
Child & Family Partnership
Highly Skilled & Dedicated Staff
Physician Partnership
Service Excellence
Integrity
Stewardship
Our Personality
Fun and playful, but
backed up by serious
health care expertise.
Our Promise
We are committed to
the physical, educational
and emotional needs of
each child.
We Get Kids

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Our Logo
Our logo consists of two elements — the Children’s Hospital symbol and the Children’s Hospital wordmark.
Our logo is a unique piece of artwork. The proportion and arrangement of the symbol and wordmark have been
specifically determined. The logo should never be typeset, recreated or altered, which could cause inconsistencies
that dilute the impact of the brand’s power.
symbol wordmark
logo

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Our Logo - Color
The official color of our logo is reproduced in these following formats:
Pantone® 301
CMYK 100 72 27 12
RGB 0 74 136
WEB 004a88

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Our Logo - Marketing Lock-up with tag
Blue logo on white
In East Tennessee, there are currently no other competing hospitals for
children. Our brand is commonly referred to as just“Children’s Hospital.”
When communicating to this region, the preferred version of our logo is
simplified to reflect the common use.

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Our Logo - Corporate Lock-up
Blue logo on white
On official corporate communications and on materials that are
distributed outside of our service market, we need to identify our
brand as East Tennessee Children’s Hospital. In these cases, this is
the preferred version of our logo.

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Our Logo - Black logo on white

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Our Logo - White logo on our blue
When our logo appears over a dark background
always use the version with a white rule around
the symbol.

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Our Logo - White logo on photography
Always use the version with the blue symbol with a white
rule around it and ensure good legibility of our logo when
over photographic backgrounds.

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Our Logo - White logo on a color
Whenever possible, use the version with the blue mark when
our logo appears over a color other than our blue.

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Our Logo - Exclusion Zone
Our logo needs breathing room. Maintain a minimum clear space
around our logo from competing graphic elements that may divert
attention. The minimum clear space for our logo is defined as the
height of the“H”in the wordmark.

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Our Logo - Alternate Versions
The preferred lock-up of our logo may not fit every need.
In instances where the space allowed is limited, use one
of these alternate versions.
preferred version centered version stacked version
n’s Hospital
Marketing Lockup
ETCH Pantone 301
Horizontal Lockup
Centered Lockup
Stacked Lockup
words East Tennessee
on will be used in corporate
cted to an audience beyond
The marketing version of the logo will NOT have the words East Tennessee
above the name Children’s Hospital. Instead the tagline We Get Kids will be
placed under the logo. This version will be used in advertising, marketing
and other promotional uses for the east Tennessee region.
LOGO LOCKUPS
Prepared by The Tombras Group. August 2012
Corporate Lockup Marketing Lockup
Horizontal Lockup
Centered Lockup
ETCH Pantone 301
Horizontal Lockup
Centered Lockup
The corporate version of the logo will have the words East Tennessee
above the name Children’s Hospital. This version will be used in corporate
communications and other uses which are directed to an audience beyond
the east Tennessee region
Centered Lockup
Stacked Lockup
Centered Lockup
Stacked Lockup
LOGO LOCKUPS
Prepared by The Tombras Group. August 2012
Corporate Lockup Marketing Lockup
Horizontal Lockup
Centered Lockup
Stacked Lockup
ETCH Pantone 301
Horizontal Lockup
Centered Lockup
Stacked Lockup
The corporate version of the logo will have the words East Tennessee
above the name Children’s Hospital. This version will be used in corporate
communications and other uses which are directed to an audience beyond
the east Tennessee region
Stacked Lockup Stacked Lockup
Horizontal Lockup
Centered Lockup
Stacked Lockup
Horizontal Locku
Centered Lockup
Stacked Lockup

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Our Logo - Logo No-no’s
Incorrect use of our logo compromises its integrity
and effectiveness. The examples below are only a
small sample of possible no-no’s to show how we
need to ensure accurate, consistent reproduction of
our logo. Never alter, add to or attempt to recreate it.
Do not put a box or other shape
around our logo.
Do not change the relationship of the
tagline to the logo.
Do not put the logo on an overly
complicated background.
Do not distort our logo.Do not change the relationship of the
symbol and the wordmark.
Do not change the color of the
symbol.
Do not reproduce our logo in colors
other than specified in the guidelines.
Do not typeset the wordmark.
East Tennessee
Children’s
Hospital

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Our Brand Graphic Elements
It is important that all the materials we
create have unifying elements. This makes
them part of one family, much like human
traits can identify an individual as part of a
family. This is achieved through the use of
color palette, typography and photography.

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Our Color Palette - Color
Below is a group of colors that work well with the official blue of our logo. White is an important color as well.
Color ETCH ETCH ETCH ETCH ETCH ETCH ETCH
Blue Purple Red Green Yellow
Pantone® 301 7447 5135 703 7742 7474 1365
CMYK 100 72 27 12 75 82 25 4 47 79 30 15 16 90 59 4 72 27 92 12 99 29 38 5 0 26 75 0
RGB 0 74 136 94 74 128 132 74 113 189 60 75 72 119 60 0 117 130 255 182 72
WEB 004a88 5e497f 844971 bd3c4b 48773c 007582 ffb648
ETCH ETCH ETCH ETCH ETCH ETCH ETCH
Color Light Light Light Light Light Light Light
Blue Purple Red Green Yellow
Pantone® 291 522 686 169 578 7457 7507
CMYK 32 5 1 0 30 39 5 1 13 34 6 0 3 38 24 1 24 4 42 0 21 2 6 0 0 14 35 0
RGB 152 202 236 176 154 191 211 160 185 236 170 167 183 206 151 186 220 230 253 210 154
WEB 98caec b19bc0 d3a069 eeaba8 b7ce97 badce6 fdd29a

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To help provide a consistent, unified look among all
our marketing materials, Myriad Pro typeface should
be used. As a sans-serif typeface, Myriad Pro has a
business-like, straight forward, no-nonsense attitude.
But it also has been designed to have a rounder and
friendlier feel. This reflects our brand because we are in
the serious business of health care, yet we are not like
other hospitals because our focus is children.
Typography - Marketing materials
Myriad Pro Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!
Myriad Pro Light Italic
1234567890!
Myriad Pro Regular
1234567890!
Myriad Pro Italic
1234567890!

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Typography - Marketing materials
Myriad Pro Semi Bold
1234567890!
Myriad Pro Semi Bold Italic
1234567890!
Myriad Pro Bold
1234567890!
Myriad Pro Bold Italic
1234567890!
Myriad Pro Black
1234567890!
Myriad Pro Black Italic
1234567890!

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Though regular Myriad Pro is recommended for most
uses, a condensed version is sometimes needed when
space is limited, such as forms.
A secondary type face, Gotham Rounded, can be used
to add an even more playful attitude to a design while
maintaining the professional attitude.
Myriad Pro Condensed
1234567890!
Myriad Pro Bold Condensed
1234567890!
Myriad Pro Black Condensed
1234567890!
Gotham Rounded Book
1234567890!
Gotham Rounded Medium
1234567890!
Gotham Rounded Bold
1234567890!
Typography - Secondary Weights and Fonts

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This is a typical size for body copy.
Lorem ipsum dolor sit amet, consectetuer adipis
icing elit, sed diam nonummy nibh euismod tinci
dunt ut laoreet dolore magna aliquam erat volut
pat. Ut wisi enitrud exerci tation ullam corper eta
suscipit lobortis nisl ut aliquex ea consequat. Myriad Pro Regular
Typography - Examples
Health care Myriad Pro Light
Children Myriad Pro Black
Diagnostic Myriad Pro Semi Bold Condensed
Patients Myriad Pro Bold
Family Gotham Rounded Medium
Calendar Gotham Rounded Bold

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Photography
The images we show play an important role
in expressing our brand personality – fun and
playful, but backed up by serious health care
expertise. Therefore it’s very important to
choose the right kind of imagery.
As we all know, children have eternal hope, an
unquenchable spirit, and the ability to turn just
about any situation into fun. Imagery of children
should focus on this positive spirit and have the
quality of real emotions and life instead of being
stiff and artificial. Look for the fun and playful.
It is easy to use photos of unhappy or critcally
ill children but doing so does not represent the
wide range of services we provide. Whenever
possible, we should associate our brand with
the vitality of happy active children.

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Photography
There are two types of photos that are used in our materials.
Photos where the subject is surrounded by white.
When you use a photo where the subject is on a white
background you achieve a light and fresh quality to your
layout. The subject is not confined inside a box. This style
supports the fun and playful side of our brand personality.
Photos where the image fills the frame
Sometimes the background is an important part of the
picture and you wish to have the photo inside a frame.
Take care when cropping your photo so the subject does
not feel crowded.
These are both nice examples of photos that have been
obviously staged, but the photographer was able to get
the children to relax and be themselves.

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Photography - Examples
These examples demonstrate how photos can convey our brand personality. These children have a
vital energy that comes from wellness and an endearing playful nature.

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Photography - Portrait Examples
Portraits of doctors and hospital staff should follow similar guidelines. Their expertise is explained with the
words, next to their photo, in your layout. But studies have shown that we decide whether or not to trust an
individual based on what we see. Strive for friendly, relaxed portraits that reflect the personality of someone
who loves working with children.

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Don’t show children afraid of hospital staff or
procedures. Our goal is to have children not fear
coming to see the doctor.
Do not show children in pain. It’s a parent’s worst
nightmare.
Avoid showing a painful or frightening medical
condition or procedure. Drawings are less personal
when illustrating important information.
Be careful when using photos of really sick kids.
It’s too easy for parents to pigeonhole Children’s
Hospital as only a place for really sick kids.
Don’t use clichéd imagery.When using stock photos,
look for people who look natural, not posed.
Photography - No-no’s
Keeping imagery on brand can be tricky, but it is very important to try and avoid some of these problems. A photo may seem right
at first but we need take a moment and ask if it’s really communicating what our brand stands for.
In communications with the general public try not
to show facilities or equipment without a human
in the photo. Never show an empty bed.

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Don’t use clip art. All imagery should reflect the
high quality of care patients receive at our hospital.
Cartoons also do not represent our brand of highly
competent professionals. An exception might be
materials designed specifically for children.
Don’t use low-resolution photographs. High-quality
imagery reflects the high quality of care we provide.
Avoid awkward cropping. If the photo does not fit,
then find an alternative.
Words or graphics over photos can create clutter
and confusion. It’s best to allow the personality
and“story”of your photo to speak for itself.
Photography - No-no’s
Avoid busy photos without a clear point of focus.

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Avoid using group shots where it is impossible
to tell who is who. Sometimes an individual can
represent a group better.
Photography - Portrait No-no’s
Avoid photographs of people wearing masks.They
may seem dramatic, but it does not fit with our
friendly brand.
Don’t use photos taken with a phone. Especially
self-shot photos.
Don’t use photos of people pretending to do their
job. It never looks real and natural.
Don’t show children as doctors. Our brand is about
medical professionals who understand children.
Let the kids be kids and the doctors be grown-ups.

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Our Brand In Action
On the following pages you will find layout
formats and examples of marketing and
communication pieces that will be used at
Children’s Hospital

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In Application - Letterhead
2018 Clinch Avenue
Knoxville,TN 37916
www.etch.com
p. 865.541.8172
f. 865.541.8285
Pediatric Specialty Name John Q. Sample, MD, FAAP
Jane Doe, MD, FAAP
Sample H. Name, MD, FAAP
Jonathon Q. Sample, Jr., MD, FAAP
John Q. Sample, MD, FAAP
Jane Doe, MD, FAAP
Sample H. Name, MD, FAAP
Jonathon Q. Sample, Jr., MD, FAAP
2018 Clinch Avenue
Knoxville,TN 37916
www.etch.com
p. 865.541.8172
f. 865.541.8285
Basic Letterhead Basic Letterhead with Specialty

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In Application - Envelope
#10 envelope
#10 envelope with specialty
2018 Clinch Avenue
Knoxville,TN 37916
2018 Clinch Avenue
Knoxville,TN 37916
Pediatric Specialty Name

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In Application - Business card
Side 1
Side 2
Department Name
Sample Person
Place Title Here
p. 865.000.0000
m. 865.000.0000
f. 865.000.0000
sampleperson@etch.com
PO Box15010
Knoxville,TN 37901-5010
2018 Clinch Avenue
Knoxville,TN 37916
www.etch.com

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In Application - Mailing label
2018 Clinch Avenue
Knoxville,TN 37916
2018 Clinch Avenue
Knoxville,TN 37916
Pediatric Specialty Name
Basic label Basic label with Specialty

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In Application - Partner inclusion
Letterhead with partner Envelope with partner
Mailing label with partner
2018 Clinch Avenue
Knoxville,TN 37916
www.etch.com
p. 865.541.8172
f. 865.541.8285
2018 Clinch Avenue
Knoxville,TN 37916
2018 Clinch Avenue
Knoxville,TN 37916

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In Application - Brochures
Consistent design presentation is very important
to our brand. When the various brochures, fliers
and printed materials all have the same design
elements of fonts, colors, imagery and layout grid
the brand is strengthened. This builds comfort
and trust that Children’s Hospital is a very profes-
sional organization that pays attention to details.
COVER BACK COVERINSIDE SPREAD
The top bar is a grounding element giving the design
a solid consistent structure on every page
On the cover the hospital name is in the bar. When
the brochure is in a rack this portion will be visible.
The layout grid: The grid is designed to have a wide 1 inch
margin on the outside edges. This gives the brochure “breathing
room”. Traditionally called white space, this area, clear of type,
is a resting place for the eye and helps lead the reader to things
we would like them to focus on.
The dimensions of
most brochures are
4” x 9” final folded.
This size allows for
both rack display and
mailing in a
#10 envelope
The headline on the
cover falls within the
top third of the cover
design to be visible in
a rack display.
1/3
Cover photos.
It is recommended
to use cover photos
of happy, active kids
that are trimmed to
the silhouette.
This style of photo is
on-brand, presenting
ETCH as a hospital
that understands the
needs of children.
“We get kids.”
The background
texture and color of
the brochures will be
unique to each ser-
vice area providing
some visual
variety and a color-
coded system for
the service areas.
The bottom bar is
another grounding
element in the
design. It is 50% tint
of the main brochure
color as found in the
top bar.
The headlines
shown here are set in
the Gotham Rounded
face and set in a
non-traditional way
with varying type
size. This was done
to bring out the
playful aspect of the
brand.
Photos or drawings.
The gray boxes
indicate different
ways to treat photos
or drawings. It is
recommended that
these elements line
up on the grid. The
secondary grid falls
in the middle of the
text block and half
of the empty margin.
When graphic ele-
ments “snap” to the
grid lines they form
a clean consistent
layout.
Style sheets have
been created for
sub-heads, body
copy, bullet lists and
side bars.
Level 1 sub-heads -
14 pt. Gotham
Rounded in the primary
brochure color. Yellow
rule below.
Level 2 sub-heads -
10 pt. Gotham Round-
ed in gray
Body copy -
9 pt. Myriad Pro
on 11 pt. leading
in black
Side bars should also
snap to the grid and
can be set apart from
the body copy with a
color box that is 10%
of the primary color.
The Children’s Hospital
logo and address
information should
appear on the back of
every brochure
9”
4”

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In Application - Brochures color code
Hospital Departments
(i.e. Sleep Medicine,
Emergency Department,
Surgical,
Inpatient,
Radiology,
Laboratory, etc.)
Specialties
(i.e. Pediatric Oncology,
Emergency Medicine, etc.)
Additional Services
(i.e. Child Life,
Pastoral Care,
Social Work,
Interpretation,
Food Services, etc.)
Fundraising & EventsInternal Programs
(i.e. Health & Wellness Tips,
New HR policies,
Retirement, etc.)
Community Outreach
(i.e. Safe Kids,
Obesity Coalition).

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In Application - Example 4 panel brochure
COVER BACK COVERINSIDE SPREAD

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In Application - Example six panel brochure
COVERBACK COVERFOLD IN PANEL INSIDE SPREAD

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In Application - Example Rack Card
FRONT BACK

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In Application - Two-sided flier
FRONT BACK

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In Application - Two-sided flier

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In Application - Newsletter
It is useful to have a unifying design for the various newsletters throughout our organization.
However to distinguish them apart we will use the departmental color scheme and a masthead
that clearly identifies the intended audience.
The design is flexible enough to provide the opportunity for a wide variety of content and still
have the unifying skeleton of the underlying grid.
This newsletter design is built on a three column grid, with an empty column for white space relief,
similar to the brochures and fliers. The story heads and body copy share the same style as well.

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In Application - Newsletter
Three columns is the base grid and should be used most often. However, there are times when
two columns or even one column are desired. Use the three column grid as your guide when
using those variations.
The grid is also very helpful in organizing photographs and other visual content to
maintain a unified look and feel to the page.

East Tennessee Children's Hospital Brand Guidelines

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