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DESIGN MATTERS // BROCHURES 01
33
Working with Identity Guidelines
At Cincinnati Children’s Hospital, a 43-page book helps make sure every project
that passes through the hospital’s marketing and communications department
accurately refl ects the brand. “These guidelines set the stage,” says Andrea
McCorkle, senior art director. “They’re the foundation of any communication we
do.” The hospital’s identity guidelines have evolved over time, but the current set
emerged from a brand refresh.
During this rebranding process, the department conducted focus groups
with different target audiences, including parents and referring physicians.
This research helped refi ne the current visual identity. Parents, for instance,
responded well to the hospital’s bright, energetic color palette, but there was
a need for something slightly more sophisticated when targeting doctors. This
insight helped defi ne the brand’s secondary color palette, which features a wider
range of choices.
The identity book also covers everything from how to use the logo on promo-
tional items, such as T-shirts, hats, and mugs, to the hospital’s photography style.
Each section includes clear takeaway points for any designer working on the
brand. Photos used for the hospital’s materials, for example, should be editorial
in style and shot with natural light when possible. In addition, the photography
guidelines include benchmarks for composition, models, and model direction.
This creates a cohesive look across a wide range of projects.
PLANNING DESIGN BASICS BUDGET CONSIDERATIONS PRACTICAL MATTERS
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Job no: 08-97814 Title: RP: Design Matters: Brochures
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PLANNING DESIGN BASICS BUDGET CONSIDERATIONS PRACTICAL MATTERS
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The target audience for this brochure was
referring physicians nationwide, so it needed
to have an added level of sophistication.
To accomplish this, it uses colors from
the brand’s secondary palette, which is
specifi cally designed to communicate
sophistication and innovation.
Cincinnati Children’s Hospital identity
guidelines come as part of a larger branding
kit that includes editorial guidelines, paper
samples, and a poster summarizing the
brand. These materials keep the hospital’s
visual identity consistent across a range
of materials created by both in-house and
external designers.
34
DESIGN MATTERS // BROCHURES 01
Job no: 08-97814 Title: RP: Design Matters: Brochures
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