process book

Research.

Brainstorm.

Sketch.

Refine.

Finalize.

Implement.

>

I Research

II Brainstorm

III Inspiration

IV Thumbnails

V Decisions

VI Choice

VII Refine

VIII Font Choice

IX Implement

X Reflection

Index

CWU design students were assigned to undertake logo design concepts for Stanford’s new “HIP” logo. Their current logo does not fulfill its purpose and message the program is trying to convey. They wish to portray health improvement, well being. Yet establish itself as a place for fitness classes, behavioral changes, and natural remedies for better living.

This book will take you through each step I used from research down to the final concept. Each page is detailed and filled with explanations on how I reached my conclusion.

This book is not filled with pretty pictures and random graphics. This book is concise and accurate guide that details my entire design process for the logo. This book will show each important step that is required in any design process for any designer. It will also show the logo is intended to be utilizted.

this process book details

step by step process on the redesign of health improvement program

(Current Logo)

The Stanford Health Improvement Program (HIP) is a division of the Stanford Prevention Research Center, a department within the Stanford School of Medicine. Since the 1980's, HIP has worked to improve the health of the Stanford Community and communities across the nation and around the world. HIP now offers over 150 health educa-tion and fitness classes each quarter for university and hospital faculty, staff, retirees and their fam-ily members. Because of HIP's location within the School of Medicine, our health edutcation classes and individualized behavior change pro-grams have a strong foundation in science with an emphasis on sustainable, gradual change. In addition, our experienced staff incorporates new trends into our fitness class offerings, while never sacrificing our commitment to quality instruction. Increase survivalism for cancer patients. This pro-gram is available at no cost to participants and is not a source of revenue to Stanford or the YMCA.

Where We Are NowThe program was first implemented in the Page Mill YMCA in January 2002. It has now expanded to eight YMCAs who are now running the pro-gram from San Jose to San Mateo. The success of the program has prompted us to make more plans for additional expansions and growth in HIP.

Why Living Strong Living This program fulfills the important need of the increasing number of cancer survivors who find

themselves in that transitional period between completing their cancer treatment and the shift to feeling physically and emotionally strong enough to attempt to return to their normal life. The fact that the program is outside a medical fa-cility and integrated into the community serves to emphasize that Living Strong Living Well is about health, not about disease. The positive and enthu-siastic feedback that we receive from individuals who have gone through the program convinces us that this is a significant community program that fills an important, and previously un-ad-dressed, need of cancer patients and survivors.

The Health Improvement Program (HIP) has a long history of collaborating with the YMCA of the USA (Y-USA). The collaboration started in 2001 when HIP began development of a 10-month group behavior change program to be imple-mented in YMCAs along the West Coast. In 2002, the

program was pilot-tested in nine YMCAs. Since then, the program has been dis-seminated to YMCAs across the nation, as well as being implemented on the Stanford campus. This program, known as the Gulick project, is consistent with the Y-USA’s shift in philosophy and culture towards total health improvement for people who feel they need to make a lifestyle change to improve their health (“Health Seekers”). HIP continues to work with Y-USA as they continue this cultural shift as part of the Activate America® Movement.

In 2006, HIP was asked by Y-USA to write a report outlining the relationship between physical inactivity and childhood obesity. The report entitled Building“Generation Play”: Addressing the Crisis of Inactivity Among America’s Children

One of the recommendations included in the Stanford report, as well as in the Institute of Medicine’s “Preventing Child-hood Obesity: Health in the Balance,” was to develop a tool to assess opportu-nities for healthy eating and active living in communities. The Y-USA, which wit-nessed a clear need for such a tool in its community work, initiated the creation of a community assessment tool in partner-ship with Stanford, Harvard, and St. Louis Universities, as well as the Centers for Disease Control and Prevention (CDC). The resulting Community Healthy Living Index is now available for use by YMCAs and their communities nationwide. A talk describing the development of the index was selected as a Plenary Presentation at the 6th annual Active Living Research Conference in San Diego in February 2009. In addition, an article describing the development of the tool was pub-

lished in Preventive Medicine magazine in May.

Currently, HIP is serving as part of an expert advisory board overseeing the evaluation of the Y-USA’s larger commu-nity effort called the Healthier Communi-ties Initiatives (HCI), which include three initiatives: Pioneering Healthier Communi-ties (PHC), Action Communities for Health, Innovation, and EnVironmental change (ACHIEVE), and Statewide Pioneering Healthier Communities. HIP is also de-veloping a database that catalogs the policy and environmental objectives and related outcomes to be used by com-munities participating in HCI to facilitate their community efforts. HIP also serves as a member of the Healthy Communities Roundtable (HCR) and Urban Innovations Initiative (UII), Y-USA’s national partnership components of the HCI to bring leading organizations together for expert advice and technical assistance in guiding com-munity teams.

who is HIP?

The Health Improvement Program, more popularly referred to as HIP, began over 30 years ago with the creation the Stanford Prevention Research Center (SPRC). John W. Farquhar, M.D. received a large grant and focused his work on the health improvement of entire com-munities. This research established SPRC as a premier research organization.

A few years later, research was begin-ning to show that worksite health and wellness programs could effectively im-pact the health of employees. Stanford President, Don Kennedy and John W. Farquhar believed the university should take advantage of its own intellectual property and created the Health Im-provement Program in 1983.

Since its creation, HIP has advanced the science of health promotion on-campus, in the local community, across the United States and around the world. HIP’s educational programs and materi-als have benefited millions of people while serving Stanford University, the Stanford Prevention Research Center, and the School of Medicine.25 Years of Contributing to StanfordOver the last 25 years, HIP has reached reach faculty and staff in many impor-tant ways:HIP initiated and directed efforts to ban smoking at Stanford Hospital, the foot-ball stadium and basketball stadium.

HIP worked with the Faculty Club to offer heart healthy food choices, to identify those choices on the menu, and to list the calories for each item on the menu.After the 1989 earthquake, HIP brought together the HELP Center and Environ-mental Health and Safety to deliver

programs for the community.

When stress claims became the lead-ing cause of Workers Compensations claims in the 1990’s, HIP developed a variety of stress management classes.

HIP brought bilingual screening and education programs directly to depart-ments with less scheduling flexibility such as Operations and Maintenance (O&M), Stores, and Housing and Food Service.In response to the escalating retiree health care cost in the early 1990’s, HIP created an educational program for retirees.HIP has responded departmental requests for help with specific issues im-pacting health, productivity, absentee-ism, and morale. HIP has been the first lecture on the agenda for the Graduate School of Business’ Summer Executive Program for over 15 years.

HIP established a “model work center” and implemented a wide variety of office ergonomic programs for faculty and staff.

In 2008, HIP developed and imple-mented a Stretch & Flex program for the managers, administrative staff, techni-cians and custodians of the Stanford Student Housing Department.

what does HIP do?

The Health Improvement Program, more popularly referred to as HIP, began in 1983 at the Stanford Prevention Research Center (SPRC). The Center was a pio-neer in developing effective methods of health education and health promotion, including those for community-wide ap-plication. The Center’s founder John W. Farquhar, MD noted that these methods could be applied to help the employ-ees of Stanford University improve their health, and with the aid of Stanford’s Benefits office, HIP was created. Since then, HIP has provided and expanded these services, primarily to Stanford employees and their families, but also to retirees, and, to a lesser extent, to sur-rounding communities.

Its purposes are to:Develop and test health promotion methods and materials.

Apply these tested methods to the Stanford community in a cost-effective manner.

Within the limits of HIP’s resources, at-tempt to be of service to surrounding communities and organizations.

Aid other health promotion organiza-tions to plan, implement, and evaluate health promotion programs and ser-vices.

Conduct “translational research”, in which early research in health promo-tion is tested and made applicable.

Collaborate as an advocate and consultant for health policy changes for population-based health improvement programs.

Serve as advisors to visiting professors and scholars who want to improve their knowledge of population-based health promotion.

what does HIP do?

Director Wes Alles

Associate Director Joyce Hanna

Manager of Health Julie Anderson

Coordinator of HLWW Lauren Ausserer

Project Manager Deboarh Balfanz

Communcations Manager Julie Croteau

Professor of Health John Farghuar

Data Analyst Soowon Kim

Research IT Manager Haili Kowalski

BeWell Wellness Advisor Jose Moreno

BeWell Wellness Advisor Amanda Perez

BeWell Wellness Advisor Lauren Stinson

BeWell Wellness Advisor Rosalyne Tu

Stanford Health Network Patty Purpur

Administrative Assistant Sharon Pollio Manager of Health-Ed Jayna Rogers

Coordinator of EBC Jane Rothstein

Fitness Program Manager Jerrie Thurman

collaborators? competitors?

Hiruko Snap Fitness Jenny Craig, Inc. Club One Fitness

Fitness Power Ken Preminger’s Equinox

Ftiness 101 No Excuses Personal Fitness

Fit From the Core Ladera Oaks Fitness Club

Custom Ftiness NorCal CrossFit

AXIS Personal Trainers Reach Fitness

Poised Pilates & Core Training Los Gatos Fitness

Personal Trainser of Los Altos Supreme Court 1 Athletic Club

Poletenial Snap Fitness San Jose

Core Activation Personal Training Prime Time Athletic Club

Bally Total Fitness

24 hours Fitness

Pillars Inc

Sunnyvale Health & Fitness

Sunnyvale Fitness

Prime Physique

Boomer Fitness

collaborators? competitors?

Finding images to help convey an images for brainstorming sketches was the next important step. With-out imagery how could I help form the shape of the logo or even be-gin to sketch or jot down ideas. The keywords had provided some ba-sic ideas, “man running”, “person smoking” and so forth, however, with the importance and substan-tial use of the web today I was able to find imagery through google images. The photos help provide the basis of understanding more in-depth metaphors and combina-tion of text and image to form the idea of what “health Improvement Program” means. The older target audience want to see something they can recognize right away.

Picking the RIGHT F O NT

Exploring a multitude of types was probably the hardest out of the process in nar-

rowing down the final logo. The placement of the font to right of the logo was the

best choice. To the right it shows around a dozen different font choices, this process

included 35 different fonts. The font choice was to find a font that not only matched

the finesse and contour of the logo, but was bold and impressionable.

This process took hours, because different fonts would be picked, kerned, tracked

and then implemented, but it was until I found my choice in font that made the final

step in this process completed,

?

HealthImprovement Program

HealthImprovement Program

HealthImprovement Program

HealthImprovement Program

HealthImprovement Program

HealthImprovement Program

HealthImprovement Program

HealthImprovement Program

HealthImprovement Program

HealthImprovement Program

HealthImprovement Program

H P

Picking the final three choices were direct from thumbnail. Picking the best three

concepts narrowed down to symbolism, concept, shape, and overall effectivity of

the design, The first pick which was the surya namaska pose had the most direct

meaning and symbolism behind it, as well, was the best choice in what people

would remember. Making a logo memorable is just important as it’s meaning. The

2nd choice was strong, but proved to be difficult in getting people to understand

what it was. Hands gathering energy. The last concept was plain and simple of

a person stretching, but had emphasis, shape or unique look and meaning to it

as the first choice. The last step was refine and choose a font that would not only

match to the contour of the logo, but would emphasize it even more to it’s target

audience.

the final T H R E E

the IDEA?

The idea behind the logo was to draw the viewer in through use of symbolism utilizing the most famous pose in yoga, “surya namaskar.” This pose is the embodiment of fitness and health improvement. The pose itself symbolizes life and health through well being,. The pose itself im-proves all aspects of the bodies through a series of twelve steps. The twelve steps represent a clock which represents the sun, “circle of life.” Viewers gazing at the logo can understand and relate to what it emphasizes. The logo embodies Health Improvement Program in the sense that it celebrates improving one’s health through a series of different classes and programs. The el-egant shape of the logo represents the hard work, finesse, and dedication it takes for someone to really improve their health.

The final choice is picked and presented in all 3 of Stanford’s primary known identity colors. Most predominately the color looks absolutely superb in cardinal which is their primary color and which will be used all on stationary and so forth of colors. The logo looks excellent in black and white which scaled great even down to the smallest size which is on letterhead. To the right shows the process in making sure the kerning, tracking, and overall use of space was executed well.

the final

the IDEA?

Address Medical School Of� ce Building Health Improvement Program 1265 Welch Road Stanford, CA 94305

Phone (650) 723-9649Fax (650) 498-4828

Web hip.stanford.edu Email healthimprovment@stanford.edu

Medical School Of� ce Building Health Improvement Program 1265 Welch Road Stanford, CA 94305

Director Blake Schermer

Phone (650) 723-9649Fax (650) 498-4828

Web hip.stanford.edu Email healthimprovment@stanford.edu

Address Medical School Of� ce Building Health Improvement Program 1265 Welch Road Stanford, CA 94305

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