1. Corporate Identity Guildlines
Revised for 2009
Remarkable things happen here.

2. positioning statement
Valley Medical Center—continually bringing innovative, compassionate care to
your neighborhood to serve your family’s evolving healthcare needs.

3. introduction
A heritage of care for South King County, for more than 50 years, Valley Medical Center
has been serving the people of South King County with one goal in mind: medical
excellence. Today, Valley Medical Center and its clinic network is the largest and most
comprehensive medical center between Seattle and Tacoma. It extends services to
more than one million Northwest residents, covering almost every known clinical spe-
cialty. A committed staff support more than 450 physicians dedicated to deliverying
medical care with compassion, respect and understanding.

4. purpose
The purpose of this Identity Guide is to promote a unified, high-quality image of VMC by set-
ting consistent standards for the use of identity elements. Following these standards helps
portray a positive brand image and protects all trademarks. The primary elements are the
Valley Medical Center logo, color and typography. Consistent application of these elements to
communications—including collateral, publications, business papers and signs—will help
convey an accurate image of the quality of the Valley Medical Center brand.
Remember: the Valley Medical Center brand is one of the institution’s most valuable
assets. All users of the Valley Medical Center name and identity must reflect the high
standards of Valley Medical Center’s staff and services. Crisply printed brochures,
well maintained signs, professionally designed publications and high-quality promotional
merchandise work to create the impression the institution is precise, consistent and
contemporary. The Corporate Identity Guidelines set standards for application of identity
elements to a variety of uses.
Detailed specifications are available to Valley Medical Center employees or by request
to qualified partners and vendors by contacting the Valley Medical Center Marketing
department at (425)-251-5117.

5. table of contents
Primary brand elements................................................................................................... #
Logo fomats..................................................................................................................... #
Logo clear space.............................................................................................................. #
Logo size..........................................................................................................................#
Logo printing formats........................................................................................................#
Logo with the theme line tag or sub-brand tags.................................................................#
Logo with acceptable backgrounds....................................................................................#
Color.................................................................................................................................#
Typography.......................................................................................................................#
Design elements...............................................................................................................#
Collateral..........................................................................................................................#
Business papers...............................................................................................................#
Ads...................................................................................................................................#
Newsletters.......................................................................................................................#
Signage............................................................................................................................#
Conclusion....................................................................................................................... #

6. elements
The primary brand elements of the Valley
Medical Center Corporate Identity Guidelines
VALLEY MEDICAL CENTER LOGO system are the logo, typography and the color
and design elements. The consistent application
of these elements to communications helps
convey an accurate image of the Valley Medical
Center brand and associated sub-brands
and services.
The logo remains the strongest brand-identity
VALLEY MEDICAL CENTER TAGLINE element and should be applied consistently. The
VMC diamond is PMS 555 with the text black.
Remarkable things happen here.
The primary typefaces are Trade Gothic and
Goudy. The use of certain fonts ensures
continuity in all applications and
communications.
VALLEY MEDICAL CENTER TYPEFACES The primary colors are purple and green. There
are additional accent colors of brick red, yellow,
Aa Aa
Trade Gothic Light Goudy
blue and teal.
The design elements provide additional
continuity devices to communications materials.
The tagline is 9-10 point Trade Gothic Light
reversed out of a colored box.
VALLEY MEDICAL CENTER PRIMARY COLORS
The color bar (to the right) is part of the overall
identity, used mostly on the right side but can be
used in situations, on the left. Colors within the
color bar can be changed within the color
palette. The width is never more than 1/4”.
Purple Green
VALLEY MEDICAL CENTER COLOR BAR AT RIGHT
USAGE INTERCHANGES FIVE VMC COLORS

7. logo formats
Logos are available electronically, in three
formats—Center Stacked, Horizontal, and Vertical.
Horizontal
Logos are supplied for use on both Macintosh
(“hortz” in naming convention)
and PC platforms.
The diamond symbol is PMS 555 and the
type is black.
Center Stacked
(“stkd” in naming convention)
Left justified
(“stkd” in naming convention)

8. logo clear space
1.5x
When the Valley Medical Center logo is used it
must be isolated from other elements. It should be
x
1.5x kept at least 1.5 times the height of an uppercase
1.5x letter in the logotype (x) in all directions from any
1.5x
competing visual elements, including type, illustra-
tions, graphic elements or other symbols or logos.
The Valley Medical Center logo should have
1.5-times the height of an uppercase letter as The one exception is the tagline, as explained
clear space in all directions. in subsequent pages.
1.5x
The logo may not be combined with other symbols
or used within text or within headlines. However, it
may be placed within an approved graphic shape,
provided it meets the specifications
x
for logo clear space.
1.5x 1.5x
1.5x
Center Stacked
(“stkd” in naming convention)
1.5x
x
1.5x 1.5x
1.5x
Left justified
(“stkd” in naming convention)

9. logo size and scale
2” minimum There are separate logo files for normal and large
usage. For most applications, use the normal
sized file. This file is designed for use up to 4”
in size.
The horizontal version of the logo should be at least
I Never reduce the logo to less than 3/4” in width
2” or more in length.
I The minimum size for a horizontal logo is
2” in width
3/4” min. I The minimum size for a stacked logo is
3/4” in width
If a logo is to be used for larger applications, like
signs or banners (all applications over 4” in size)
use the logo in which “Lg” is part of the naming
convention.
These guidelines are recommended to preserve
The stacked version of the logo should be no readability and the highest-quality reproduction.
smaller than 3/4” in width.
Please use these size and space specifications
when imprinting pens, hats, thermometers, etc.
3/4” min.
The stacked left justified version of the logo should
be no smaller than 3/4” in width.

10. logo formats and usage
Due to the large variety of applications, Valley
Medical Center logos are supplied in a variety of
formats for both Macintosh and PC users:
1-color (Black only)
1-color (Black reversed)
2-color (1 PMS and Black)
2-color reversed (1 PMS and Black
4-color process (CMYK)
4-color process reversed (CMYK)
Valley Medical Center logos may not be altered,
distorted or redrawn, and must always be repro-
The Valley Medical Center logo is supplied in a variety of duced from authorized electronic files or repro-
formats to accomodate diverse uses. duction-quality originals. The logo may not be
rearranged. PMS color is 555U.

11. logo tagline
THEMELINE TAG
The theme line tag for Valley Medical Center,
1.5x “Remarkable Things Happen Here,” not only
embodies the high medical standards of the
x
physicians, staff and technology of VMC, it also
1.5x
1x speaks to the higher customer-service ethic and
Remarkable things happen here. personalized-care experience given to VMC
1.5x patients.
It should be used reversed out of a box. Tagline
type within box should be no smaller than 9
points Trade Gothic Light. The tagline always
appears under the logo. The color of the box can
be any of the five designated VMC colors. The
tabline is either 1x from the logo or located on a
lower place in the piece.
The tagline can be used apart from the logo but
should always appear on anything the logo is
used on.

12. logo tagline spacing
The Valley Medical Center horizontal logo has
been designed to accommodate the themeline
tag. The clear space standards for the logo also
apply to the logo with sub-brand tags. The logo
with themeline tag should be used for most mar-
keting applications. It is also used in advertising
Remarkable things happen here.
pieces for the Centers of Excellence and clinics.
However, themeline logos should be secondary to
sub-branded logos in these pieces. It should not
be used for long term applications
like signs.

13. logo backgrounds
The logo works well on a variety of background
colors, provided there is sufficient contrast.
White: use black or color logo
Black: use reverse black logo or reverse color logo
Color: use logo that provides maximum contrast.
Photo: be sure there is contrast between photo
and logo. Have a quiet area within the space.
Background competes with logo
Valley Medical Center logos may not be altered,
distorted or redrawn, and must always be repro-
duced from authorized electronic files or repro-
duction quality originals. The logo may not be
rearranged.
Background color not enough contrast to logo
Logo should not be altered

14. color
VALLEY MEDICAL CENTER PRIMARY COLORS Valley Medical Center identity uses color as one of
the main elements to define the brand. The pri-
mary colors help define the logo. The secondary
colors may be used as accent colors.
Valley Medical Center uses a diverse color palette
Purple Green to accommodate its personality and the various
needs of the total organization. Secondary
colors help differentiate between the individual
VALLEY MEDICAL CENTER SECONDARY COLORS Centers, the clinic network, and service
lines or departments, while adding enough con-
trast to pop off the page when placed against the
primary colors. All color choices should come from
this palette (along with black and white).
Yellow Light purple
Teal Brick Red
VALLEY MEDICAL CENTER TERTIARY COLORS
Dark blue-use sparingly. Grey-body copy
Teal should be blue choice.
This blue is for small areas
and screening back.
VALLEY MEDICAL CENTER LOGO COLOR
PMS 555 Green - only used on diamond of logo

15. color 4-color process
VALLEY MEDICAL CENTER PRIMARY COLORS CMYK Valley Medical Center identity uses color as one of
the main elements to define the brand. The pri-
mary colors help define the logo. The secondary
colors may be used as accent colors.
Valley Medical Center uses a diverse color palette
Purple Green
to accommodate its personality and the various
C70, M72, Y34.5, K5 C52, M19.2, Y72, 23
needs of the total organization. Secondary
colors help differentiate between the individual
Centers, the clinic network, and service
VALLEY MEDICAL CENTER SECONDARY COLORS CMYK lines or departments, while adding enough con-
trast to pop off the page when placed against the
primary colors. All color choices should come from
this palette (along with black and white).
Yellow Light purple
C0, M29, Y80, K12 C52.5, M45.9, Y1.6, K27.1
Teal Brick Red
C98.8, M16.9, Y0, K28 C21, M80, Y71, K27
VALLEY MEDICAL CENTER TERTIARY COLORS CMYK
Dark blue-use sparingly. Grey-for body copy
Teal should be blue choice. C38.4, M27.8, Y32.2, K45.1
This blue is for small areas
and screening back.
C94.5, M57.3, Y20.4, K17.3
VALLEY MEDICAL CENTER LOGO COLOR
Logo Diamond Green
C73.7, M16.9, Y37.3, K31.4

16. color pms uncoated
PRIMARY COLORS These are the PMS Uncoated color combinations
for all of the primary and secondary colors.
Use the PMS Uncoated colors whenever using
the uncoated paper stocks.
Purple Green
PMS 2612U PMS 7490U
SECONDARY COLORS
Yellow Light purple
PMS 110U PMS 7447U
Teal Brick Red
PMS 7468U PMS 7427U
VALLEY MEDICAL CENTER TERTIARY COLORS CMYK
Dark blue Grey-body copy
use sparingly PMS 7530U
PMS 662U

17. color pms color matte
PRIMARY COLORS PMS COATED MATTE COLORS
These are the PMS Coated color combinations
for all of the primary and secondary colors.
Use PMS Coated colors whenever using coated
paper stocks.
Purple Green
PMS 2612M PMS 7490M
SECONDARY COLORS
Yellow Light purple
PMS 110M PMS 7447M
Teal Brick Red
PMS 7468M PMS 704M
VALLEY MEDICAL CENTER TERTIARY COLORS CMYK
Dark blue Grey-body copy
use sparingly PMS 530M
PMS 662M

18. color design
UrgentCareAd8inchWidth 3/24/09 12:15 PM Page 1
Valley Medical Center uses a diverse color palette
to accommodate its personality and the various
needs of the total organization. The Primary
colors help define the logo. Secondary colors are
used to help differentiate between the individual
Centers of Excellence and the clinic network.
Life happens. Usually when you least
For example, the Family Center’s communica-
expect it. For our North Benson neighbors,
Valley Medical Center makes life a little easier.
tions feature Green in the color bar. Whereas all
When a surprise illness, minor injury or
health concern can’t wait for your regular
doctor, count on North Benson Urgent communications for the clinic network use Burnt
Care for exceptional healthcare without
an appointment.
Orange in the color bar.
NORTH BENSON URGENT CARE
10555 SE Carr Rd, Bldg. M
Renton, WA 98055
life is Hours: Mon–Fri, 8am-8pm
Sat–Sun, 8am-4pm
No appointment necessary.
The tagline is always in a color box, with reversed
unexpected
425.656.4270
www.valleymed.org
type. The use of the four colors down the right
FREE FIRST AID KIT
Bring this coupon when you visit North side of the design also differentiates VMC from
Benson Urgent Care for treatment and
Remarkable things happen here.
receive a free first aid kit.
One per household, while supplies last.
Offer expires July 31, 2009. Offer Code: NBUCAI
other providers.
From the ordinary wellness check
to extraordinary critical care, at
Valley Medical Center, we strive to
help our patients live remarkable lives.
Our comprehensive network of care
encompasses a 24-hour trauma and
emergency care center, more than 25
primary care, urgent care, and specialty
clinics, plus recognized Centers of
Excellence in Joint, Spine, and Stroke.
The caliber of talent and technology we
offer lead to remarkable results at every
level of care. Results that help you remain
healthy, live pain free, and lead a better
life. So you can focus on the things that
matter most—like spending time with
those you love.
Remarkable things do happen at
Valley Medical Center. Every day.
Learn more at www.valleymed.org.
life is Specialty Centers:
Cancer Primary and
Urgent Care
remarkable
Childbirth and
Neonatal Psychiatry and
Counseling
Gastroenterology
Rehabilitation
General and
and Therapies
Specialty Surgery
Sleep Medicine
Heart and Vascular
Trauma and Emergency
Joint Replacement
and Orthopedics Urology
Neuroscience, Women and
Remarkable things happen here. Stroke and Spine Children’s Health
Ophthalmology

19. typography
Trade Gothic FONTS
Valley Medical Center uses the Trade Gothic Light
ABCDEFGHIJKLMNOPQRSTUVQXYZ font family and the Goudy font family.
abcdefghijklmnopqrstuvqxyz
Body copy should be either Trade Gothic Light or
Goudy. Trade Gothic Light is used with smaller
amounts of body copy. Goudy is used for things
such as newsletters where there is more copy.
Goudy Subheads can either be Trade Gothic Light
ABCDEFGHIJKLMNOPQRSTUVQXYZ upper and lower case, or all caps at .75% of
abcdefghijklmnopqrstuvqxyz body copy size.
Kerning should be set at -3 overall with Trade
Gothic Light and tightened around letters as
needed such as “t” and “p”.

20. typography
Aa Aa Aa Aa
Trade Gothic Light
(Primary Font)
Trade Gothic Regular Trade Gothic Two Bold Trade Gothic Light Oblique
ABCDEFGHIJKLMNOPQRSTUVQXYZ
abcdefghijklmnopqrstuvqxyz
ABCDEFGHIJKLMNOPQRSTUVQXYZ
abcdefghijklmnopqrstuvqxyz
ABCDEFGHIJKLMNOPQRSTUVQXYZ
abcdefghijklmnopqrstuvqxyz
ABCDEFGHIJKLMNOPQRSTUVQXYZ
abcdefghijklmnopqrstuvqxyz
TRADE GOTHIC
The Trade Gothic family offers a handsome
collection of typestyles for use in headlines and
body copy. Trade Gothic Light is the primary
font within the Trade Gothic family for Valley
Medical Center. The Two Bold and italic
versions are used for accentual purposes.

21. typography
Aa Aa Aa Aa
Goudy
(Primary Font)
Goudy Italic Goudy Bold Goudy SC
ABCDEFGHIJKLMNOPQRSTUVQXYZ
abcdefghijklmnopqrstuvqxyz
ABCDEFGHIJKLMNOPQRSTUVQXYZ
abcdefghijklmnopqrstuvqxyz
ABCDEFGHIJKLMNOPQRSTUVQXYZ
abcdefghijklmnopqrstuvqxyz
ABCDEFGHIJKLMNOPQRSTUVQXYZ
abcdefghijklmnopqrstuvqxyz
GOUDY
The Trade Gothic family offers a handsome
collection of typestyles for use in headlines and
body copy. Trade Gothic Light is the primary
font within the Trade Gothic family for Valley
Medical Center. The Two Bold and italic
versions are used for accentual purposes.

22. design elements overview
The Valley Medical Center identity uses a variety of
design elements to add a consistent look to mate-
rials. Elements, such as a
surround or bridge a thought or series of points.
The quarter-circle arc is used in the logo sub-
brand tags. Diamonds
are used as bullets, and the pointer is used in
conjunction with a rule to add accent. Proportions
for pointer with rule are 17 points to 1 point.
When pointer is 17 points tall the rule will be 1
point and then you can scale proportionately.
Color adds identity to the Valley Medical Center
brand andsub-brands. The color bar using four
colors is used at the right side of printed material.

23. collateral - ads
UrgentCareAd8inchWidth 3/24/09 12:15 PM Page 1
ADS
This example shows how design elements are
used for Valley Medical Center Ads. Consistent
use of color blocks in a grided format create a
recognizable body of work for the Valley Medical
Center brand across all Centers.
Life happens. Usually when you least
expect it. For our North Benson neighbors,
Valley Medical Center makes life a little easier.
When a surprise illness, minor injury or
health concern can’t wait for your regular
Color bar is used on the right no wider than
doctor, count on North Benson Urgent
Care for exceptional healthcare without
an appointment.
1/4”. Valley Medical Center logo is located in the
NORTH BENSON URGENT CARE
10555 SE Carr Rd, Bldg. M
white space above the copy, centered both hori-
Renton, WA 98055
life is Hours: Mon–Fri, 8am-8pm
Sat–Sun, 8am-4pm
No appointment necessary.
zonatally and vertically. Body copy is either
reversed out of a solid color or is black ontop of
unexpected
425.656.4270
www.valleymed.org
FREE FIRST AID KIT a screen back color. The tagline appears under
Bring this coupon when you visit North
Benson Urgent Care for treatment and
receive a free first aid kit. the copy in a colored box. The headline is lower
Remarkable things happen here. One per household, while supplies last.
Offer expires July 31, 2009. Offer Code: NBUCAI
case Trade Gothic Light.
Institutional ads will include the list of services
below the body copy.
From the ordinary wellness check
to extraordinary critical care, at
Valley Medical Center, we strive to
help our patients live remarkable lives.
Our comprehensive network of care
encompasses a 24-hour trauma and
emergency care center, more than 25
primary care, urgent care, and specialty
clinics, plus recognized Centers of
Excellence in Joint, Spine, and Stroke.
The caliber of talent and technology we
offer lead to remarkable results at every
level of care. Results that help you remain
healthy, live pain free, and lead a better
life. So you can focus on the things that
matter most—like spending time with
those you love.
Remarkable things do happen at
Valley Medical Center. Every day.
Learn more at www.valleymed.org.
life is Specialty Centers:
Cancer Primary and
Urgent Care
remarkable
Childbirth and
Neonatal Psychiatry and
Counseling
Gastroenterology
Rehabilitation
General and
and Therapies
Specialty Surgery
Sleep Medicine
Heart and Vascular
Trauma and Emergency
Joint Replacement
and Orthopedics Urology
Neuroscience, Women and
Remarkable things happen here. Stroke and Spine Children’s Health
Ophthalmology

24. collateral - seminar flyer
HeadacheSeminarFlyer 3/27/09 8:40 AM Page 1
SEMINAR FLYER
FREE SEMINAR INFORMATION
Dimensions: 8.5in x 11in
The seminar flyer is designed to fit an
acrylic counter-top sign holder with a business
card-size pocket for a save-the-date card.
HELP FOR HEADACHES
This example shows how design elements are
April 14, 2009, 5:30–7:30pm
Mark Piker, MD, Medical Director of
the Headache Clinic at Washington
used for Valley Medical Center Seminar Flyers
Neuroscience Institute
Headaches cause more lost productive
and Cards. Consistent use of color blocks in a
time than any other pain condition.
Over ninety percent of our patients grided format create a recognizable body of
experience improvement in their
headaches, resulting in less time lost
from work and other important activities
work for the Valley Medical Center brand across
of daily life.
Don’t let debilitating headaches keep
all Centers.
you from living the life you love. Join
Mark Piker, MD for a free seminar to
learn about treatment plans for
life is migraine, sinus, tension and other
types of headaches.
SEMINARS ARE HELD AT:
The color bar is used on the right of the flyer, no
wider than 1/4”. Valley Medical Center logo is
living pain free Valley Medical Center
Medical Arts Center, 1st Floor
400 South 43rd Street
Renton, WA 98055
www.valleymed.org
located in the white space above the copy,
Call 425.656.INFO (4636) to register.
centered both horizonatally and vertically. Body
HELP FOR HEADACHES
Free Seminar at Valley Medical Center copy is either reversed out of a solid color or is
April 14, 2009
5:30-7:30pm black ontop of a screen back color. The sub-
head appears under the headline. The tagline
appears under the subhead in a colored box.
Remarkable things happen here.
The headline is lower case Trade Gothic Light.
There is space left under the body copy for the
card holder.

25. collateral - save-the-date card
STDCardHeadache 3/27/09 8:38 AM Page 1
Dimensions: 3.5” x 2”
SAVE THE DATE
Free Seminar Produced as four-color process or on a
digital copier, save-the-date cards offer patients
HELP FOR HEADACHES a convenient keepsake reminder for event and
April 14, 2009, 5:30–7:30pm seminars.
Mark Piker, MD
Medical Arts Center, 1st Floor
VMC Main Campus The cards are too small for the color bar on the
right, so color is used in the use of color bars,
Call 425.656.INFO (4636)
to register. giving the same feel. The logo is in the white
space above the photo. The subhead is in the
colored square above the seminar. A color bar is
used under the copy for continuity.

26. collateral - tri-fold brochure
TRI-FOLD BROCHURE
what is a midwife? about Valley Medical Center This example shows how design elements are
A midwife provides the mother-to-be and Valley Medical Center is the largest nonprofit
her family with highly-personalized attention,
education, counseling, and obstetric care
healthcare provider between Seattle and Tacoma,
serving over 400,000 residents. The medical center used for Valley Medical Center Trifold Brochure.
throughout pregnancy, labor, and delivery, and also operates a network of more than two dozen
recovery. Our midwives will assist you in creating
a personalized birth plan and provide patients
primary care, urgent care and specialty clinics
throughout Southeast King County. Located in Consistent use of color blocks in a grided format
with the information to make personal decisions Renton, Washington, VMC offers medical, surgical
about their pregnancy, birth, and parenthood.
Some women choose a midwife as an alternative
and 24-hour emergency care as a Level III Trauma
Center. VMC is a regional resource with recognized
create a recognizable body of work for the Valley
to an OB/GYN physician or family doctor because medical specialties in joint replacement and
of the personalized maternity care offered.
For more information about nurse-midwives,
orthopedics, neuroscience, stroke and spine,
sleep medicine, and childbirth and neonatal,
Medical Center brand across all Centers.
visit www.mymidwife.org. and provides specialized treatment in heart
and vascular, and cancer. For more information
As midwives, we view non-complicated childbirth visit www.valleymed.org.
as a natural and healthy process. We encourage
patients to trust their instincts and to let nature
The front uses a vertical square the height of the
take its course, with the midwife focusing their resources
attention on the mother-to-be. For more information about Midwives at Valley
Medical Center, or to schedule an appointment,
headline. The headline is lower case Trade
part of a remarkable team
The midwives are part of Valley Medical Center’s
please call 425.656.INFO or visit
www.valleymed.org. Gothic Light. Valley Medical Center logo is
outstanding healthcare team. When appropriate,
midwives can refer mothers-to-be to specialists located in the white space above the photo,
and surgeons, and recommend ultrasound,
amniocentesis, and other procedures. In the
unlikely event of an emergency, the midwives midwives left justified. The tagline appears under the
at VMC have 24-hour access to highly-skilled,
board certified obstetricians and state-of-the art
technology. For fragile babies or those born with
complications, we have a comprehensive
400 South 43rd Street
Renton, WA 98055
clinic headline reversed out of a colored box, between
Neonatal Intensive Care Unit. 425.656.INFO
www.valleymed.org
© 2009 VMC (Rev 5/09) Remarkable things happen here.
9 and 10 points.
The subheads are also lowercase, Trade Gothic
Light. A line of .5pts goes under the subheads
from the left edge of the type to the right side.
The color bar is used on the second panel,
personal and attentive additional services
prenatal care Midwives at Valley Medical Center also offer
instead of the cover. Green is screened back on
Regular appointments with your midwife include routine gynecological care, family planning and
generous time for questions, education, and contraception. Our group even provides social
services through a master’s degreed social
the second panel to seperate it from the interior
monitoring of your health and the baby’s
growth. Your midwife will encourage you to
actively participate in decision making and
worker, a bilingual community health worker,
and multi-lingual interpreters. layout.
to be a partner in your care.
As part of The Birth Center, Valley Medical Center
In addition to personalized, one-on-one visits, offers certified lactation consultants to assist
Midwives at VMC offer group prenatal care,
called CenteringPregnancy®.
with breastfeeding. This and other Birth Center
services, including birth preparation and parent- The photography is interesting, warm. See
ing classes, are available to patients of Midwives
about midwives at at VMC. To inquire about a tour of the facility, call
photography direction section for more
Valley Medical Center birth, delivery, and beyond 206.575.BABY or visit www.valleymed.org.
The Midwives at Valley Medical Center are
Advanced Registered Nurse Practitioners
Central to midwifery philosophy is the support of
your midwife during active labor, including many
information.
(ARNPs), specializing in pregnancy and options in pain management: relaxing music,
well-women’s healthcare. The midwives in massage, soothing whirlpool baths, and available
our group hold master’s degrees and are medications. Our Birth Center philosophy is “single
members of the American College of Nurse-
Midwives. We are committed to providing
room care,” which means you labor, deliver and
recover in your own private suite, surrounded by
Color bars are used on the inside of the
women and their families with attentive and
personalized care throughout pregnancy,
family and friends of your choosing.
brochure to continue the brand use of color.
delivery, and recovery.

27. collateral - seminar postcard
SEMINAR POSTCARD
Dimensions: 6” x 9”
This postcard is large enough to accommodate
messaging on both sides. It picks up many of
the design elements and color demonstrated on
previous pages.
The logo is at the top in white space, centered.
The color bar is to the right. The headline is
Trade Gothic Light, lowercase. The tagline is in a
reversed out box, 10points Trade Gothic Light.
The Free Seminar information is in all caps,
Trade Gothic Bold Two left justified above the
headline.
On the back of the postcard, a 3/4” clearance is
left across the bottom for postal metering. Body
copy is 9pt. Trade Gothic Light.
The photography is interesting, warm. See
photography direction section for more
information.

28. collateral - billboard
BILLBOARD
This example shows how design elements are
used for Valley Medical Center Billboards.
Consistent use of color blocks in a grided format
create a recognizable body of work for the Valley
Medical Center brand across all Centers.
The logo is at the top in white space, centered.
The color bar is to the right. The headline is
Trade Gothic Light, lowercase. The tagline is in a
reversed out box, 10points Trade Gothic Light.
The Free Seminar information is in all caps,
Trade Gothic Bold Two left justified above the
headline.
The photography is interesting, warm. See
photography direction section for more
information.

29. photo direction

30. o Art Direction
photo direction
Valley Medical Center Photo Art Direction
4.9.09
Valley Medical Center Photo Art Direction
4.9.09
PHOTOGRAPHY DIRECTION
The photo direction is an important part of
Valley Medical Centers brand. The following
pages show examples of the type of photogra-
phy to be used.
The imagery is warm and inviting. The angles
are unusual, interesting, unexpected drawing
the viewer in. Soft-focus and blurred imagery
Descriptors of the photos: SITUATIONS:
is used. The subjects are healthy people in
Healthy people in healthy situations
PHOTOGRAPHY:
healthy situations enjoying life.
Soft-focus Energy
SITUATIONS:
Interesting angles Movement
Healthy people in healthy situations
Backlighting Creates emotion, can identify with the image
Energy Silouettes Warm and emotive
Movement
Creates emotion, can identify with the image
Warm and emotive
Descriptors of the photos: SITUATIONS:

31. photo direction

32. photo direction