1

BRAND GUIDELINES OCTOBER 2016

2

TABLE OF CONTENTS

What is a Brand . . . . . . . . . . . . . . . . 3

The Logo . . . . . . . . . . . . . . . . . . . . . 4

Clear Space and Minimum Size . . . . . . . . . . .5

Logo Color Variations . . . . . . . . . . . . . . . . . . .6

Logo Placement . . . . . . . . . . . . . . . . . . . . . . . .7

Logo Misuse . . . . . . . . . . . . . . . . . . . . . . . . . .8

The Tagline . . . . . . . . . . . . . . . . . . . 9Living with the Logo . . . . . . . . . . . . . . . . . . . . .9

Clear Space and Minimum Size . . . . . . . . . .10

Tagline Placement + Misuse . . . . . . . . . . . . .11

Visual Identity . . . . . . . . . . . . . . . . . 12

Color Palette . . . . . . . . . . . . . . . . . . . . . . . . .12

Marketing + Corporate Font . . . . . . . . . . . . .13

Questions? . . . . . . . . . . . . . . . . . . . . 3

3

WHAT IS A BRAND?brand (\’brand\) a category of products or services that are all made

or provided a particular company and all have a particular name;

a particular kind of something; a mark that identifies the owner .

A brand is more than a name . It is more

than a logo and a set of colors . It is

what defines your company in the minds

of your clients and the public . It is the

one constant element in your company

that is recognizable for years to come .

Employees change, locations change,

specialties within your business change;

but your brand remains the same .

CDH is an established company with a

rich history that is made up of talented,

caring people . Your newly designed

brand reflects just that .

The following set of guidelines and best

practices ensure a uniform presentation

of CDH’s brand attributes:

• Client-Centered

• Purpose-Driven

• Creative + Innovative

Each element in this brand guidelines is

carefully considered to communicate the

following positioning statement:

For clients who seek a service-oriented

design partner, CDH, brings the highest

level of creativity and innovation to every

project, resulting in a client-centered

design solution that is both beautiful and

practical . Our purpose-driven culture

has lived strong for more than 40 years,

resulting in facilities that serve more than

75,000 patients each week, 150,000

students daily and 500,000 congregation

members every Sunday .

The following pages will guide you through

proper implementation of CDH’s new

brand . The guide is designed in a way

that provides flexibility while maintaining

consistency . Use these guidelines to ensure

that you are accurately communicating the

CDH brand .

If you have questions regarding

CDH brand, please contact Creative

Coordinator, Chris Salandy

by phone, 678 .784 .3441, or by email,

chris .salandy@cdhpartners .com .

4

THE LOGOHistorically, the CDH Logo consists of two

elements — a strong, blue square and the

CDH wordmark . This logo was created

with the firm’s history in mind . The new

treatment of these two familiar elements

come together to create the new identity

of CDH representing the firm’s movement

out of the box, uniqueness and creativity .

The logo has been created as a unique

piece of artwork . The arrangement

and proportions of the two elements

have been thoughtfully determined . To

maintain consistency and ensure the

integrity of the logo, the provided logo

files should be the only files used when

a CDH logo is required . The logo should

never be recreated .

Minimum size requirements, clear space,

color variations, and logo placement is

outlined on the following pages .

BLUE SQUARE

WORDMARK

LOGO

5

In order to keep the logo as a prominent

element in all produced materials,

proportional clear space should be

kept around the logo at all times . Text,

graphics, photographs, and other logos

should not encroach on this space .

Maintaining proportional clear space

around the logo allows the logo to be

easily identified and remain uncluttered .

The minimum required clear space is

equal to the half the width of the inside

of the “H” in the wordmark . This space

should be changed proportionately as

the size of the logo is changed .

LOGO CLEAR SPACE + MINIMUM SIZE

.5” = WIDTH OF THE INSIDE OF THE “H”

.25” = HALF OF THE WIDTH OF THE INSIDE OF THE “H”

X = REQUIRED CLEAR SPACE (.25” IN THIS CASE)

To maintain legibility of the logo,

minimum size requirements have been

set . The logo’s width should always be

at least .4” . Remember to always scale

proportionately . If scaled proportionately,

the height should be .2965” when the

width is .4” . If the logo is smaller than

this minimum requirement, the spaces

between the square and the “H” start

to blend together . If the area that the

logo needs to be applied to is too small

to fit the standard logo, the wordmark

version may be used with approval only

as a last resort . You may request the

wordmark files from Chris Salandy .

.4”

.2965”

6

COLOR VARIATIONSLOGO

SPOT / RGB / 4-COLOR

1-COLOR

GRAYSCALE

BLACK

WHITE

FILE NAME

Logo_2Spot .eps

Logo_1Spot .eps

Logo_1rgb .eps

Logo_1cmyk .eps

Logo_Gray_CMYK .eps

Logo_Black_CMYK .eps

Logo_White_CMYK .eps

Logo_2rgb .eps

Logo_2cmyk .eps

COLOR

Pantone 301CPantone 2925C

Pantone 2925C

Black (Grayscale)

Black

White

RGB

CMYK (4-Color)

USAGE AND APPLICATIONS

Spot color logo can only be produced using special spot inks for print . It can’t be reproduced on screens .

The one color logo should be used when more than one Spot ink is not possible . This is only applicable when using spot inks or non-print production (IE . embroidery, glass decals) .

Simple grayscale applications . Utilize if color reproduction and printing is unavailable . (IE . word stationery templates and merchandise)

Simple one-color applications where gradations of gray are not possible (IE . embossing, glass decals and embroidery)

Should be used on light backgrounds only to provide high contrast .

Simple one-color applications where gradations of gray are not possible (IE . embossing, glass decals and embroidery)

Should be used on dark backgrounds only to provide high contrast .

RGB color logo is for use on screen applications only (IE . website, apps, tablet e-books, email signatures)

CMYK color logo is used in all print applications when spot inks are not an option (such as all in-house printing and some professional printing) .

7

HEALTHCARE

LOGO PLACEMENTThe logo’s design requires right or

left alignment . Center alignment does

not provide strong design cohesion

and should never be used . The

placement of the logo is applicable

in all situations in print or on screen .

If there isn’t anything to align the logo

to, use the edge of the document or

screen as a guide . Additional text,

such as contact information, should be

aligned with the left edge of the logo .

The layouts below act as examples on

how to implement these guidelines .

Separate guidelines have been created

for the tagline usage .

CDHPARTNERS .COM | 770 .423 .0016

8

LOGO MISUSE

Do not typeset or change the text of the wordmark

Do not change the color of the type .

Do not rearrange the elements of the logo .

Do not place the logo on a photograph with a strong pattern or low contrast .

Do not convert the logo into outlines .

Do not stretch the logo disproportionately .

Do not combine the logo with other text .

Do not change the proportions of elements .

Do not change the square color or fill it in with a color .

Do not use the old logo on anything from this point forward .

Do not change the shape of the badge .

Do not use the logo with a gradient .

H E A L T H C A R E

9

THE TAGLINE

LIVING WITH THE LOGO

CDH’s tagline, Imagine More, reinforces

the brand attributes and promise, and

can be used across all service platforms

and all markets . It communicates to

customers that when it comes to hiring a

design firm, clients have many choices

but choosing CDH results in positive

tangible and intangible differences that

allow them to maximize their project

budgets and not limit their goals for the

project . It recognizes that at the end of

the day, CDH works with people who

are heavily invested in their projects

and they do not want a cookie cutter

solution or to just be one client on a

list of hundreds . They rely on CDH to

be their advisor and expert when it

comes to space planning, design and

engineering . As a result, the processes

and project approaches are different

and the solutions CDH provides make

a difference in the communities and

markets we serve .

A logo that incorporates the tagline has

been created to ensure that the tagline

and logo are consistent whenever they

are shown together . The tagline shouldn’t

be used or placed next to the logo in

any other way . The design reinforces

the consistency and strength the tagline

represents . If the logo and tagline need

to be placed in a layout separately

appropriate space should be maintained

allowing both the tagline and logo to be

seen as two different elements .

10

.5” = WIDTH OF THE INSIDE OF THE “H”

.25” = HALF OF THE WIDTH OF THE INSIDE OF THE “H”

X = REQUIRED CLEAR SPACE (.25” IN THIS CASE)

TAGLINE CLEAR SPACE + MINIMUM SIZEClear space should also always be kept

around the logo + tagline . Text, graphics,

photographs, and other logos should

not encroach on this space .

The minimum required clear space is

equal to the half the width of the inside

of the “H” in the wordmark . This space

should be changed proportionately as

the size of the logo is changed and

should include the tagline .

The tagline adds an additional layer to

the need for minimum size requirements .

Since the “Imagine More” text is smaller

and lighter than the other text in the

logo, it will not be able to be scaled

down as small as just the logo by

itself . To maintain legibility of the logo

+ tagline, the minimum width should

always be at least 1” . Remember to

always scale proportionately . If scaled

proportionately, the height should be

.8811” when the width is 1” . If the

space is smaller than this minimum

requirement, the tagline will need to be

dropped and the stand alone logo files

will need to be used .

.8811”

1”

11

TAGLINE PLACEMENT + MISUSEThe tagline should always maintain its integrity . The guidelines below outline proper placement for the tagline and illustrate situations that the tagline should not be used . The

tagline should not be reproduced by typing, unless in a paragraph, and only the tagline files provided should be used when placing it into a marketing piece .

Do not use the tagline as the title of any marketing piece . This includes print and digital collateral .

Only pair the tagline with the logo by using the provided logo + tagline files .

If the tagline and logo are to live on a marketing piece separately, ensure that enough space is between them so that it doesn’t feel like the tagline is living with the logo .

Only reproduce the tagline in main blue, secondary blue, dark gray, light gray, black, or white . It shouldn’t appear in the accent green or any other colors .

If the logo appears as text in a paragraph, type it out using a heavier font weight, use a different color than on the body copy, and capitalize the “I” and “M .”

If you are using the tagline separate from the logo, use the provided tagline file to ensure that it is always reproduced consistently . Do not type it out by hand unless it is in a paragraph of text .

We promise to always help you imagine more in all situations .

We promise to always help you Imagine More in all situations .

HEALTHCARE

ImagIne more

We promise to always help you Imagine More in all situations .

12

COLOR PALETTEThe primary color palette has been

selected to invigorate and add vibrancy

to the brand as well as to represent the

firm’s creativity . Blues, Grays, and Green

make up the primary color palette of

the CDH brand . The primary Blue was

selected to honor the history and the

strength of the brand’s original blue .

Versions of Gray and White have been

added as neutrals that work equally well

with both blues and the green, the main

accent color . Shades and tints of these

colors can be used to add flexibility .

Values for CMYK, RGB, Hexadecimal and

PMS versions have been listed inside the

colored block . As a rule, use CMYK for all

printed pieces, RGB and Hexadecimal for

anything that will be viewed digitally, and

PMS only on professionally printed pieces

when Pantone ink will be used . If you are

unsure if Pantone will be used, ask your

printer and always request a test print to

ensure correct color matching .

Primary Blue Secondary Blue Accent Green Dark Gray Light Gray

White Text

Pantone 301 CC100 M73 Y27 K11R0 G78 B135HEX#233f70

Pantone 2925 CC76 M25 Y0 K0R0 G155 B222HEX#0082bb52

Pantone 361 CC52 M11 Y100 K0R139 G180 B63HEX#8bb42f

Pantone Cool Gray 8 CC0 M0 Y0 K70R109 G110 B113HEX#6d6e71

Pantone Cool Gray 4 CC0 M0 Y0 K35R177 G179 B182HEX#b1b3b6

C0 M0 Y0 K0R255 G255 B255HEX#ffffff

Pantone Cool Gray 11 CC0 M0 Y0 K90R65 G64 B66HEX#414042

13

MARKETING + CORPORATE FONT

The Neuzeit Grotesk font family is a free

font through the Creative Cloud that offers

all the sophistication of a custom font

without the hassle or price associated

with one . With four different weight

options, and a matching condensed

version, this font lends itself to flexibility

while maintaining consistency .

The light weight is clean, simple and

modern; ideal for representing the

CDH brand . The heavier fonts, such as

Regular and Bold offer strong contrast

to their lighter counterpart when creating

hierarchy of text within a document . The

condensed versions are ideal for callout

text, unique headers or cover pages .

If Neuzeit Grotesk is not available on the

computer you are working on, the Arial

font family is a preferred supplemental

font choice . It closely resembles Neuzeit

Grotesk and will give you enough variety

that you can have a few different levels of

hierarchy . Only use Arial if Neuzeit Grotesk

is unobtainable and never mix Neuzeit

Grotesk and Arial in the same layout .

As a general rule, Arial will need to be

in a 90% smaller font size to match the

Neuzeit Grotesk fonts .

NEUZEIT GROTESK LIGHT

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz0123456789NEUZEIT GROTESK MEDIUM

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz0123456789

NEUZEIT GROTESK BOLD

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz0123456789NEUZEIT GROTESK BLACK

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz0123456789

ARIAL REGULAR

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz0123456789

ARIAL BOLD

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz0123456789

14