BRANDBOOK

BELIEVE in Breakthroughs

Meet

MADONNA

Miracles happen at Madonna. We know this because we see them every day. We see them in our patients’ furrowed brows as they painstakingly step one foot in front of the other for the first time. We see them in satisfied smiles when our patients celebrate accomplishments. We see them in joyful tears when a patient hugs a staff member goodbye before walking out our doors to reclaim his or her life. Miracles come in all sizes at Madonna: in the renewed strength and healthy confidence gained by a ProActive member; in the reduced health care expenses of a Fit for Work corporate client; in the laughter and chatter of St. Jane residents during Wednesday Afternoon Club; in the “aha” moment that leads to a new breakthrough in the Research Institute. We want the entire country to know all of this, too. This book will help you to speak, capture and illustrate Madonna succinctly and powerfully. It’s our rallying cry. And we’re climbing to the top of the tallest mountain to share it. We hope you enjoy the view.

What is a Brand

Why is a Brand Important

Madonna History

Madonna Business

Promise

Madonna Manifesto: Our Story

Believe, The Brand - Madonna’s Brand

How We Beat Our Drum: Telling the Madonna Story

How We Sound: Madonna’s Tone

Words We Use.

Photography: Showing Madonna’s Story

Photo Content - What We Show

Communicating Belief - Photos that Walk vs. Photos that Run

Colors

Typography

Logo Standards

Spacing, Scale, and Minimum Size

Service Line Logos

Identity Pieces

Email Correspondence

Memos, Excel Spreadsheets, Powerpoint Presentations and Fax Typography

Resources

Table of CONTENTS

What is a

BRAND?A brand is more than a logo, color scheme or advertising slogan. It is the sum of all the associations, feelings, attitudes and perceptions people have about the tangible and intangible characteristics of a business. It derives from, and is reinforced by, every touch point and business line. The Madonna brand is our identity and source of promise to our patients, staff, board of directors, trustees, donors, volunteers and visitors that must be delivered consistently at each point of contact.

Why is a brand

IMPORTANT?Brands influence choice and loyalty. A powerful brand is critical to Madonna’s expansion locally, regionally and nationally. It provides a succinct, cohesive voice for employees, stakeholders, volunteers and even former patients, and guides messaging both in and out of the facility. The brand impacts organizational objectives and aids in achieving overall strategic goals and tactics, while further distinguishing Madonna from its competitors. It’s a tool used to celebrate staff excellence and to build community, while also being shaped by those actions.

Madonna

HISTORY

The Benedictine Sisters of Yankton, S.D., planted Madonna’s roots in 1958 by purchasing the land and buildings of the former Bailey Sanatorium and Hospital in Lincoln, Nebraska. For more than a half-century, our staff has pioneered groundbreaking rehabilitation services that have kept us a step ahead of regional and national trends. Our innovation and rehabilitation program development have distinguished the organization. Today’s Madonna Rehabilitation Hospital is a non-profit organization governed by a local board of directors and sponsored by Diocesan Health Ministries of Lincoln. The hospital features 311 beds with multiple levels of care on a 23-acre, park-like campus in a residential neighborhood. Our patients and visitors enjoy spacious lawns and shade trees, courtyards, flower gardens and walking paths.

Madonna

BUSINESS

Madonna’s services are extensive and comprehensive. In the rehabilitation hospital, we treat children and adults with disabling injuries or illness, help injured workers quickly return to their jobs and develop collaborative relationships with regional and national hospitals to help people return to their homes and communities. Other business lines include: TherapyPlus — outpatient rehabilitation that helps people decrease pain, increase function and improve their quality of life.Fit for Work — occupational health, wellness, safety and coordination of workers compensation programs to improve employee health and reduce costs.ProActive — Medically based health, fitness and wellness for people of all abilities.Soteria — massage and bodywork services for recovery and relaxation.St. Jane de Chantal — long-term care services with a holistic, individualized approach to care. In addition, Madonna’s Research Institute for Rehabilitation Science and Engineering is blazing the future of rehabilitation through technology development and treatment advancements. The Madonna Foundation supports these efforts through philanthropic development.

Madonna’s roots continue to grow.

PROMISEMadonna promises unwavering belief that we can rebuild lives, hopes and dreams by healing the body, mind and spirit together.

Madonna MANIFESTO:OUR STORYWe are believers. We know momentous breakthroughs spring from the slightest progress. It’s the spark that turns flickering hope into inspiring confidence. High-fives and hugs celebrate these crucial moments. We grasp hands and lock arms with patients and families, guiding them through each step to recovery. We connect personally with them. We cheer. We shed tears. Chapter by chapter, we play important roles in each others’ life stories. We combine heartfelt hospitality with incomparable innovation and education. Our clinical expertise, world-class research and state-of-the-art equipment empower us to help all patients, even those who pose the most complex challenges. Our investment in exceptional talent, groundbreaking technology and progressive treatments is changing the face of rehabilitation. Our people are changing lives. We work in a dynamic environment fueled by belief. We share ideas, challenges and triumphs. We find answers and we do what it takes to help our patients reclaim their independence. Through a holistic approach to healing, we rehabilitate lives and families, hopes and dreams. Miracles happen here. They start with a spark. We are Madonna.

BELIEVE, THE BRAND Madonna’s Brand

How we beat OUR DRUM:TELLING THE MADONNASTORYWe have a rich story to tell, and our staff is constantly adding chapters. We should make the most of every opportunity to explain why we’re special and what’s so amazing about our most-recent success story. We do this through compelling words, photos and video.

How weSOUND:MADONNA’STONEOur staff’s intensive, benevolent work, world-class talent and measurable success allow us to speak comfortably and confidently about ourselves. We love to sing our story — loud and proud. But we’re also polite and service- oriented. We’re always respectful when we celebrate and communicate our message. And it’s critical that our tone and pitch is consistent and effective. Please follow these six guidelines to ensure you speak (or sing) through Madonna’s voice in all communications:

Confident Use active voice: Madonna did something great. Nothing great was done by being passive. Be succinct: Communicate your message in the fewest possible words.

Bold Madonna’s rehabilitation approach and results are powerful. The hospital’s commitment to advancing technology, the staff’s talent and the impact on patients’ lives are immeasurable. Our voice should capture that fearlessness.

Inspirational We hold constant faith that we can help our patients, and we want our patients to possess that same hopefulness. We nurture and counsel, but never preach. Miracles do happen here. And we should use them to inspire others.

RelatableWe must always speak specifically to our intended audience, using language they understand and employing imagery — the little details — they can picture. We should aim our stories to touch the hearts and minds of our audience, showing — not telling — them why they should care.

ReassuringPicture how Madonna clinicians work with patients — they’re physically close, moving them through exercises. They offer physical support — lifting, shifting and stabilizing weak pa-tients — and share words of encouragement. Our voice should capture the same comfort, security and compassion.

ProgressiveMadonna has retained its Benedictine tradition of hospitality and care for the human condi-tion while constantly advancing its research, education and equipment. Our state-of-the-art work benefits rehabilitation worldwide. Communicate this truth at every opportunity.

WORDSwe use.

BELIEVE hope, nurture , passion,

solve, research, above, comfortable, care,

resources, teamwork, t rust , honesty, values,

hope, heal , thr ive, exceed, digni ty, diversi ty,

c lass , excel lence, sk i l l , commit , knowledge,

growth, leadership, excel lence, foundat ion,

integri ty, inspire, intensive, resul ts , cult ivate,

love, miracles, accompl ish, unique, emot ion,

col laborate, creat iv i ty, fu l f i l l , warmth, f r iendship,

fami ly, hospital i ty, respect , t reasure, sacred,

mind, body, spir i t , vis ion, possibi l i t ies,

s tewardship, mission, wisdom, t ime, ta lent ,

teach, learn, share, serve, community,

extraordinary, l i fe, th ink, act , dream, miracle,

humi l i ty, celebrate, personal , renew.

PHOTOGRAPHY:Showing Madonna’s StoryAlong with words, images provide the gateway for a potential patient or family members to understand the Madonna experience. In fact, imagery will often makeour first impression as it tells our story in pixels faster than even the sharpest, boldest headline. So our visual handshake must be firm, evocative and always on brand.

Please follow the instructions below to ensure our visuals are making the best possible impression.

PHOTOGRAPHY:Showing Madonna’s StoryAlong with words, images provide the gateway for a potential patient or family members to understand the Madonna experience. In fact, imagery will often makeour first impression as it tells our story in pixels faster than even the sharpest, boldest headline. So our visual handshake must be firm, evocative and always on brand.

Please follow the instructions below to ensure our visuals are making the best possible impression.

Photo Content WHAT WE SHOWHealthcare photography often unapologetically illustrates people in pain, but that’s not what we want to communicate. We aim to paint a picture of comfort for a patient and their family members, focusing on returning him or her back to life at home. Use these four general areas as a guide as you focus Madonna’s lens.

Patient/Provider Interaction Rehabilitation-related images should communicate hard work — not pain. While capturing a strenuous rehabilitation exercise in photos, the model/patient should appear focused and confident. Smiles are encouraged, but take care to ensure they don’t appear exaggerated. They must appear real and not staged. The healthcare provider should either appear pleased (smiling) or serious and encouraging (but not too intense).

Life After Madonna Photos illustrating life for patients post-rehab should invoke a pleasant, happy feeling. Outdoor images of patients doing fun activities — including any type of recreation — with family are effective. If possible, show them participating in an activity they participated in before their injury, but now enjoy in a modified, safe way.

Outdoor Facilities/Inside Buildings Take photos during the most flattering outdoor hours (one hour before or after sunrise or sunset) and during the most colorful seasons (preferably spring and fall). If you must photograph around midday, consider using a fill light to offset hard shadows, and try to choose a day that will have interesting clouds.

When shooting indoors, take wide-angle photos that feature people. Empty rooms seem desolate. If too much activity makes it difficult to capture a room well, shoot close-ups of unique building features. (The accented pillars in the Alexis Verzal Children’s Rehabilitation Hospital are a good example.)

Technology Madonna employs some amazing technology, and we want our audience to know about it. But machines alone often feel cold and sterile. We want to communicate warmth and human touch. Always feature Madonna technicians, scientists, doctors and/or patients using the technology. Otherwise, use more abstract, macro (close-up) shots of equipment and technology as backgrounds for layouts.

Photos that Walk vs. Photos that Run

Patient/Provider Interaction Madonna’s patients work hard to achieve their respective rehabilitation

goals. Showcase them in the most flattering light, aiming to illustrate the process as intense, but not

painful. Use diffused lighting and long focal-length lenses when possible. Always try to feature a

therapist or health care provider interacting with the patient.

Life After Madonna Treat success stories as conceptual images. Tell the story by showing patients

doing their favorite activities at home and at play. These photos remind potential patients and their

families that life goes on after rehabilitation, and that it’s Madonna’s goal to see that happen.

Outdoor Facilities/Inside Buildings Building photos help potential patients and their families picture

the Madonna environment. It’s important to showcase the most visually attractive parts of the facility

during the most flattering times of day.

Technology Show patients interacting with Madonna’s technology whenever possible. Rehabilitation

is often strenuous, so it’s crucial to use flattering light. If a staff member is using a machine, you can

achieve a nice effect by featuring close-up shots of their hands on the equipment, or by focusing on

the person, with the machine out of focus in the foreground.

Communicating BELIEF

Walk Run

Pantone 519 CCMYK = 69 90 34 22 RGB = 92 49 96 WEB = #5c3160

Pantone 7546 CCMYK = 79 62 47 32 RGB = 57 74 89 WEB = #394a59

Pantone 7533C CMYK = 55 62 71 52 RGB = 75 60 48 WEB = #4b3c30

Pantone 1635 CCMYK = 0 55 53 0 RGB = 255 144 112 WEB = #ff9070

Pantone 397 CCMYK = 30 16 100 0 RGB = 193 187 0 WEB = #c1bb00

Pantone 422 CCMYK = 39 30 32 0 RGB = 162 165 164 WEB = #a2a5a4

Pantone 334 CCMYK = 100 9 69 1 RGB = 0 152 121 WEB = #009879

Pantone 2718 CCMYK = 67 44 0 0 RGB = 85 133 215 WEB = #5585d7

PrimaryColors Use these primary (or corporate) colors on all materials.

Pantone 519 C (Purple) is a slightly more-blue, less-magenta version of the former corporate purple.

Pantone 7546 C is the new neutral color that replaces the former khaki.

SecondaryColors Use these secondary colors as accents, to color-code various service lines and to add variety to materials.

Use them sparingly, even seasonally. This particular set was chosen based on current color trends (2012), and for their compatibility with Pantone 519 C and Pantone 7546 C. Consider them temporary, with a shelf life of up to five years.

FG Nando RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Proxima NovaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Aa Bb Cc Dd Ee

Aa Bb Cc Dd Ee

Typography Proxima Nova’s versatility and modern features makes it the perfect typeface to help Madonna’s brand grow nationally. Proxima Nova comes in various stroke widths: light; light-italic semibold; semibold-italic; bold; bold-italic; heavy; and heavy-italic.

ExceptionAlexis Verzal Children’s Rehabilitation Hospital The Alexis Verzal Children’s Rehabilitation Hospital is the only exception for font usage, as themark for this branch of Madonna was created with children in mind. FG Nando Regular is thetypeface of choice and should only be used in the logo for Alexis Verzal.

Logo Standards Madonna’s main hospital logo is composed of three elements:

1. The logo-mark (purple “M” cross)

2. The word “MADONNA”

3. The description words “Rehabilitation Hospital”

The logo also exists: in vertical format; with “Madonna” exclusively; and with “Madonna” plus tagline.

Typography and Color Madonna’s logo is the standard for all other service line

sub-brands. Hospital or service line names should be set in Proxima Nova Regular (all-caps) tracked

to 150pt. Descriptions below service lines should be tracked to 45pt.

Logo-mark, Name/Service lines set in Pantone 519 C

Descriptions set in Pantone 7546 C

Now you can.®

Clear Space

NO

NO

YES

Spacing Allow a space the width of the logo mark to give the logo room to breathe in layouts.

Scale Always resize the logo proportionally. Do not stretch or compress.

Minimum Size Always size the logo should at 1 inch wide or larger.

1 inch

Service Line Logos Set service line logos in Proxima Nova Regular (all-caps), tracked

to 150pt . Track descriptions below service lines to 45pt.

First M. Lastname, ABC, DEFTitle and or Position at Department402.123.4567Fax 402.123.4567flastname@madonna.org

Now you can.®

5401 South Street www.madonna.org Lincoln, NE 68506-2134

5401 South St.Lincoln, NE 68506-2150

Identity Pieces Follow the same general typographic, color and spacing rules that apply

to logos for identity piece layouts.

Elements on the #10 envelope are set to meet USPS guidelines

Business card template has type set for names, titles and contact information. If a name or

title is too long for what is templated to fit on one line, a decrease in one point size would be

acceptable.

5401 South St. Lincoln, NE 68506 P 402.413.3000 www.madonna.orgF 402.413.4433

Identity Pieces (continued)

• Font – Proxima Nova (Regular)

If Proxima Nova is unavailable on your computer, use the font Arial.

• Font size – 12 point

• Text should be left-aligned

• Do not indent paragraphs. • Double space at the end of the paragraph.

• Format your letter so that it fits on the Madonna letterhead using the following margins: Top – 2” Left – 2.75” Right – 1” Bottom – 1”

Email Correspondence The email signature template is set up to use Proxima

Nova. When Proxima Nova is not available, please use the font Arial.

Memos, Excel Spreadsheets, Powerpoint Presentations and Fax Typography Typography for these items should follow general typographic

rules similar to those for email correspondence and letterhead:

• Font – Proxima Nova Regular (font Arial as alternative)

• Font size – 12 point

• Type color should be Black

or

Pantone 7546 C (use RGB color settings for online/web/ email applications and CMYK color

builds for print)

Email correspondence should set with these guidelines:

• Font – Proxima Nova Regular (font Arial as alternative)

• Font size – 12 point

• Text should be left-aligned

Avoid using bold, italicized or underlined words, unless a specific line within

the letter requires additional attention.

Confidentiality notice should follow every email signature.

RESOURCESNow that you’re empowered to speak, capture and illustrate Madonna succinctly and powerfully, it’s time to climb the mountain to share the message. If you need any help, or have any questions along the way, the following guides are ready to lend a hand.

See you at the summit.

MADONNA REHABILITATION HOSPITALMarketing DepartmentPh. 402-483-9891info@madonna.org