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Speaking as oneBrand standards guide
June 2018
Prepared by Vendi Advertisingv.060618
LEADERS. INNOVATORS. CHANGEMAKERS.
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 2
Contents
Brand: our identity | 3Positioning statement, brand ideals, purpose statement, tagline
Brand: relationships | 4APTA, key messaging, segmented messaging
Brand: logo usage, color and typeface | 5Logo usage guidelines, colors, fonts
Brand: logo variations | 7Logo usage, formats and guidelines
Collateral system | 13Business cards, letterhead, envelope
Publications | 16OPTP Journal, independent course study guide
Digital | 19Email, social profile graphics, post template, ad template
SIGs | 23Branding, web blocks/banners
Websites | 28Headers: orthopt.org, orthoptlearn.org
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 3
Brand | our identity
Positioning statementThe positioning statement, used internally, provides the foundation for brand messaging and answers the question, “What makes the Academy of Orthopedic Physical Therapy exceptional?”
As the largest section of the American Physical Therapy Association, the Academy of Orthopaedic Physical Therapy guides the practice forward through leadership in research, clinical practice guidelines, education and networking opportunities and support and advocacy of physical therapists.
Its goal is to advance the science, standards and practice of physical therapy in order for people to regain movement, reduce pain and lead active lives.
Brand idealsThe brand ideals, used internally, provide points of differentiation with which we can build a deeper, emotional connection to the brand.
• Evidence-based • Advocacy • Progressive• Trustworthy • Sharing • Leading• Professionalism • Support • Trailblazers• Standards of care • Strength • Elevate• Exclusive content • Innovators • Engage
Purpose statementThe Academy of Orthopaedic Physical Therapy leads the physical therapy field in research, practice and education so that members deliver care that is evidence-based, innovative and effective.
TaglineLeaders. Innovators. Changemakers.• Conveys leadership, innovation, advocacy, confidence• Positions the section as at the forefront of the practice• Connects with vast majority of PTs • Recruitment-oriented attitude
The Academy of Orthopaedic Physical Therapy brand strategy positions the organization as a valuable resource for education, advocacy and opportunity. It is a leader in thought and action, bridging research and practice so that physical therapy professionals can deliver the highest standard of care to their patients.
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 4
Brand | relationships
Part of a larger brandThe Academy of Orthopaedic Physical Therapy is a group/section within the APTA, and it adheres to its parent brand guidelines. The Academy’s brand was developed with the APTA brand standards in mind and, in fact, was designed to complement the APTA brand so they have a cohesive visual relationship when displayed together. See visual examples of this in the collateral section of this document.
Verbal identity—key messagingThe Academy of Orthopaedic Physical Therapy leads the physical therapy field in research, practice and education so that members deliver care that is evidence-based, innovative and effective.
Verbal identity—segmented messagingDifferent audiences require different messages. Tailoring messages to each segment is a targeted approach to reaching your audience.
Segment Research Practice EducationMembers I can rely on
evidence-based information
Professional standards of care support excellence in my practice
Reliable, convenient source of quality content I can’t get anywhere else
APTA members
I want a credible source I can rely on for current information
I want to support my chosen profession while provide the best care possible myself
I don’t want to fall behind
Physical Therapists
Credible research leads to innovation in my field
I want to stay connected with the PT world
I need convenient opportunities for education
APTA graphic standards
Refer to the APTA Graphic Standards Manual for branding as it relates to the overall American Physical Therapy Association brand.
APTAGraphicStandardsManual.pdf
P A G E 01P A G E 0 1
G R A P H I C
S T A N D A R D S
M A N U A L
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 5
Brand | usage, color and typeface
Usage guidelines
A logo is an important component of brand identity. Your logo must be used properly to present a consistent brand.
Do:• Use the approved logo files• Make sure the logo is legible on the background• Keep an area of clear space around the logo; other elements
must not crowd the logo (see guideline below)
Do not:• Recreate the logo• Stretch or scale the logo• Use alternate colors • Add artwork or text to the logo
The committee is the contact for communications and questions on use of the logos.
File formats
The logos are available in three file formats:
EPS is preferred for printers and designers because it can be scaled and retains image quality. Special software is needed to open and view the file.
JPG is a common file format and viewable on most computers. It is useful in desktop publishing and applications for the web.
PNG is a common file format also used in desktop publishing and the web. These are transparent and may be used over a non-white background.
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 6
Brand | usage, color and typeface
Colors – primary color paletteAlways use the correct Pantone® colors (Pantone 314, Pantone 311 and Pantone 302) or color breakdown values.
Colors – secondary color paletteAdditional colors for use to complement the primary palette.
Fonts
Logo font: LATO BLACK
Tagline font: RALWEAY MEDIUM
Complete font families:
LATO hairline
LATO hairline italic
LATO light
LATO light italic
LATO regular
LATO italic
LATO bold
LATO bold italic
LATO black
LATO black italic
RALEWAY thin
RALEWAY thin italic
RALEWAY extralight
RALEWAY extralight italic
RALEWAY light
RALEWAY light italic
RALEWAY regular
RALEWAY italic
RALEWAY medium
RALEWAY medium italic
RALEWAY semibold
RALEWAY semibold italic
RALEWAY bold
RALEWAY bold italic
RALEWAY extrabold
RALEWAY extrabold italic
RALEWAY black
RALEWAY black italic
Pantone 431RGB: 91, 103, 112CMYK: 67, 52, 44, 17HEX: 5b6770
Pantone 428RGB: 194, 198, 201CMYK: 24, 17, 16, 0HEX: c2c6c9
Pantone 3252RGB: 19, 208, 202CMYK: 66, 0, 29, 0HEX: 13d0ca
Pantone 374RGB: 195, 232, 108CMYK: 27, 0, 72, 0HEX: c3e86c
Pantone 141RGB: 245, 198, 93CMYK: 3, 22, 75, 0HEX: f5c65d
Pantone 164RGB: 255, 128, 65CMYK: 0, 62, 80, 0HEX: ff8041
DARK GRAY LIGHT GRAY OCEAN
SOUR APPLE GOLDEN TANGERINE
Pantone 314RGB: 0, 125, 165CMYK: 100, 33, 27, 2HEX: 007da5
Pantone 311RGB: 0, 194, 223CMYK: 69, 0, 11, 0HEX: 00c2df
Pantone 302RGB: 0, 58, 03CMYK: 100, 74, 40, 32HEX: 003a5d
BRAND BLUE SKY BLUE DEEP BLUE
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 7
Brand | logo variations: horizontal
Four-color processhorizontal
Four-color processhorizontal with tagline
Grayscale horizontal
Black horizontal
White horizontal
The Academy of Orthopaedic Physical Therapy logo has a modern look that represents forward movement. The logo comprises its text element and its arrowhead graphic, which represents unity, collaboration and motion.
The blue and black color palette looks fresh and credible. The brand blue is a shared color from the palette of the APTA, visually linking the brands. The font is modern, confident and professional and reads easily.
Logo variations
The preferred version of the logo is the four-color horizontal design. When needed, the logo may also be shown in grayscale, all black or all white (reversed).
Minimum size
The horizontal logo should appear no smaller than .8125” wide x .31” tall.
.8125"
.31"
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 8
Brand | logo variations: horizontal (exception)
Logo variations
The horizontal exception version of the logo is for use when there are vertical space limitations. When the vertical space is .31" or less, the exception logo should be used. This allows for greater legibility of the Academy of Orthopaedic Physical Therapy name when the logo is restricted to a small space.
Minimum size
The horizontal exception logo should appear no smaller than .625” wide x .177” tall.*
*If for use on a promotional item such as a pen or pin, the logo may appear smaller than this minimum size, provided it remains legible.
Four-color processhorizontal (exception)
Four-color processhorizontal (exception) with tagline
Grayscale horizontal (exception)
Black horizontal (exception)
White horizontal (exception)
Horizontal Horizontal (exception)
.625"
.177"
.31"
.31"
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 9
Brand | logo variations: stacked
Logo variations
Although the preferred version of the logo is the four-color horizontal design, there will be times when the stacked version may be required. When needed, the logo can also be shown in grayscale, all black or all white (reversed).
Minimum size
The horizontal exception logo should appear no smaller than .625” wide x .5” tall.
Four-color processstacked
Four-color processstacked with tagline
Grayscale stacked
Black stacked
White stacked
.625"
.5"
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 10
Brand | AOPT acronym logo
Logo usage
The AOPT acronym logo is an alternate version to the full Academy of Orthopaedic Physical Therapy logo. Suggested uses include digital/social, stickers, decals, clings and apparel. Although the preferred version of the member logo is the four-color design, the logo can also be shown in grayscale, all black or all white (reversed), with our without tagline.
Minimum size
The AOPT acronym logo should appear no smaller than 15” wide.
Four-color process
Four-color process with tagline
Grayscale
Black
White1"
.44"
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 11
Brand | AOPT member logo
Logo usage
The AOPT member logo is to designate an individual as a member of the Academy of Orthopaedic Physical Therapy. Suggested uses include stickers, decals, clings and apparel. Although the preferred version of the member logo is the four-color design, the logo can also be shown in grayscale, all black or all white (reversed).
Minimum size
The Academy of Orthopaedic Physical Therapy member logo should appear no smaller than 1” wide.
Four-color process
Grayscale
Black
White1"
.5"
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 12
Brand | AOPT member logo
Member logo decal/sticker, proposed usage
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 13
Collateral system | business cards
Terri DeFlorianExecutive Director
tdeflorian@orthopt.orgPh (800) 444-3982 x2040, Fax (608) 788-39652920 East Ave. South, Suite 200, La Crosse, WI 54601orthopt.org
LEADERS. INNOVATORS. CHANGEMAKERS.
Business card template: front
Business card: back
Paper specifications
In keeping with the APTA brand guidelines for papers, the following stocks are recommended:
Stationery stock is Mohawk Superfine, Ultrawhite, Eggshell finish. Following are recommended weights for individual pieces:
• 65# cover Good for covers of booklets requiring a stock that is heavier than the inside pages.
• 80# cover Ideal for business cards, covers of booklets, and other pieces requiring a heavy stock.
• 100# cover This is the heaviest weight available in this stock. It is good for folders because of its durability.
• 24# writing This weight is ideal for letterhead.
• 70#, 80#, and 100# text These weights are suited for text pages of brochures, inserts, and envelopes.
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 14
Collateral system | letterhead
Dear Academy of Orthopaedic Physical Therapy member,
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Fuga. Ut periae que doluptiatur reicias eatque nos enia dolor ad es dolupta vella abo. Alit faccullandel magnis quiati velent qui demporemque re nit quae cum ex et aditate sitas eiunt la voluptatis eatempor saped que quis quaecus amendi ad uta consequ atintias solorestrum ad mod quatusam accumet expe nullorerrum ipsa int quodissinto etur rernametur, quo omnit in consequ ostrum erit fugiasp eratem quo que disquo maionsectis minctur?
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dandis sum aut adis sendam quatior ehendel et aborerspitis audisi od moloribus arum laboriae nihicide voloribusdae volorer umquam fugiam conetum fuga. Aximus elit hillandia nobisquist lis etur apel ipsunt et assumquiant litis simperc hillorat quassum, quas eum ut quatem restion seditae stibus arum ex expla id molore non nimaxim inusdae vidit ad que sam excepudam et as quis estrumquis assunt volu
ptasped molorpo repudip suntiundia santius dolupta tquissi mperferchit, quuntur modit officide eum voluptas dendi tem nimin porecus aectam
Fuga. Ut periae que doluptiatur reicias eatque nos enia dolor ad es dolupta vella abo. Alit faccullandel magnis quiati velent qui demporemque re nit quae cum ex et aditate sitas eiunt la voluptatis eatempor saped que quis quaecus amendi ad uta consequ atintias solorestrum ad mod quatusam accumet expe nullorerrum ipsa int quodissinto etur rernametur, quo omnit in consequ ostrum erit fugiasp eratem quo que disquo maionsectis minctur?
Sincerely,
Academy of Orthopaedic Physical Therapy, APTA, Inc.
Terri DeFlorianExecutive Director
Ph (800) 444-3982Fax (608) 788-39652920 East Ave. South, Suite 200La Crosse, WI 54601
Board of Directors
Stephen C.F. McDavitt PT, DPT, MSPresident
Gerard Brennan PT, PhDVice President
Kimberly L. Wellborn PT, MBATreasurer
Aimee Klein PT, DPT, DSc, OCSDirector
Duane “Scott” Davis PT, MS, EdD, OCSDirector
Dan White PT, ScD, MScResearch Committee Chair
Kathy Cieslak PT, DSc, MSEd, OCSPractice Committee Chair
Nancy Bloom PT, DPT, MSOTEducation Committee Chair
LEADERS. INNOVATORS. CHANGEMAKERS. ORTHOPT.ORG
Letterhead template
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 15
Collateral system | #10 envelopes
2920 East Ave. South, Suite 200
La Crosse, WI 54601
2920 East Ave. South, Suite 200
La Crosse, WI 54601
Envelope (full color version)
Envelope (1-color black version)
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 16
Publications | OPTP Journal cover
ORTHOPAEDICPHYSICAL THERAPY PRACTICE
The magazine of the Academy of Orthopaedic Physical Therapy, APTA
2018 / volume 30 / number 1
FEATURE:
Innovations in Joint ReplacementsBrett Jorgensen, DPT, explains how new therapeutic exercises speed healing after surgery
OPTP Journal nameplate & cover template
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 17
Publications | OPTP Journal cover
ORTHOPAEDICPHYSICAL THERAPY PRACTICE
The magazine of the Academy of Orthopaedic Physical Therapy, APTA
2018 / volume 30 / number 1
FEATURE:
New Techniques for Athletic TrainersCarrie Swenson, DPT, discusses the do’s and don’ts of game-day therapies
ORTHOPAEDICPHYSICAL THERAPY PRACTICE
The magazine of the Academy of Orthopaedic Physical Therapy, APTA
2018 / volume 30 / number 1
FEATURE:
In Striking DistanceNew research uncovers link between foot strike patterns and ACL tears
Cover treatment
It is recommended to consistently use the nameplate as shown here. Cover photography—content and style—may vary, but it is recommended that the visuals and copy on the cover have a direct connection to the content found within the journal.
Whenever possible, original photography—showing actual PTs, providers, patients—should be used.
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 18
Publications | study course booklet cover
CONTINUING PHYSICAL THERAPY EDUCATION
INJURIES TO THE NECKTherapeutic Exercise for Neck Rehabilitation: An Evidence-based Approach
Independent Study Course 24.2.4
Gordon Riddle, PT, DPT, ATC, OCS, SCS, CSCSNorth Hills Orthopedic and Sports Physical Therapy
Sewickley, Pennsylvania
Omar Ross, PT, DPT, OCSNorth Hills Orthopedic and Sports Physical Therapy
Sewickley, Pennsylvania
Study course booklet cover template, featuring anatomical rendering as visual
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 19
Digital | email header
Email header treatment and recommended template style
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 20
Digital | social profile (Facebook)
Facebook profile image, cover photo and post template (photo treatment) design
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 21
Digital | social post template (Facebook)
Post template (photo treatment) design
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 22
Digital | ad template (Facebook)Facebook single image ad: CSM 2017
Concept
Be a part of the largest physical therapy conference in the country. Feb 15-18, 2017
APTA Orthopaedic Section
ORTHOPT.ORG
Imagine. Discover. Grow. Together we can do great things for our profession and our patients. Attend the Combined Sections Meeting in San Antonio to learn, share and connect.
Post template (photo treatment) design for paid advertising
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 23
SIG branding | logos: horizontal
Full-color SIG branding element, common to all groups, customized with group name
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 24
SIG branding | logos: stacked
Full-color SIG branding element, common to all groups, customized with group name
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 25
SIG branding | web banners
SIG branding, as applied to a web banner for use on group pages (see page 27 for examples)
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 26
SIG branding | web blocks
SIG branding, as applied to a web block for use on group pages (see page 27 for examples)
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 27
SIG branding | web blocks/banners
SIG branded web block and banner, shown with and without additional graphic element used by SIG
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 28
Website | orthopt.org header
Updated branding for header
Academy of Orthopaedic Physical Therapy Brand Standards Guide | 29
Website | orthoptlearn.org header
Updated branding for header
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