BRAND GUIDELINES
Contents
Brand Essence
1.01 Introduction
1.02 Brand tone and personality
1.03 Inspiration for the logo
2.01
2.02
2.03
2.04
2.05
2.06
2.07
2.08
2.09
2.10
2.11
2.12
2.13
2.14
Brand Guidelines
Preferred version logo
Horizontal logo
Abbreviated logo
One-colour applications
Colours
Clear space
Minimum sizes
Incorrect usage
Signatures
Logo with signature
2.10.1 Clear space
2.10.2 Minimum sizes
Sub-brand logos
McGill logos
Applications /stationery
Applications /PowerPoint
Section 1
Brand
Essence
Introduction
1.01 Using a clear, contemporary design, the new logo of the Jewish General
Hospital is an engaging symbol of the JGH’s essential qualities of humanity,
optimism and devotion to life. As well, it conveys the distinct reminder
that although the hospital draws strength and inspiration from Jewish
values, it is rooted in a mission and a history of providing care to people
from all backgrounds.
Brand tone
and personality
1.02 Universal. Natural. Optimistic. Human. Vital.
1.03 Inspiration for the logo
The “tree of life” is a universal symbol of sustenance, shelter and family continuity. Throughout the world’s religions and cultures,
trees are ancient symbols of life, and just like humans, trees grow slowly and mature over many years. Outliving single human
generations, they also symbolize regeneration and eternity and are often used to trace and are often used to depict genealogy.
Menorahs are the most ancient symbols of Judaism, preceding even the Star of David. It is said that the menorah was modeled
after the tree of life and that God revealed the design for the menorah to Moses. Menorahs in Jewish homes signify blessings
of health, prosperity and Jewish continuity. The combination of the menorah and tree of life illustrates how Jewish values
and traditions protect, nurture, and unite all life.
Section 2
Brand
Guidelines
The purpose of this document is to provide an easily comprehensible
guide to the standard usage of the Jewish General Hospital logo and
signature. Adhering to this guide will ensure a consistent and coherent
brand image.
ENGLISH
FRENCH
BILINGUAL
2.01 Preferred version logo
The preferred logo should be used at all times, space permitting. The tree of life icon should never be used without the wordmark,
and vice versa.
ENGLISH
FRENCH
BILINGUAL
2.02 Horizontal logo
The horizontal logo should only be used when the preferred logo does not fit into the desired space. The tree of life icon should
never be used without the wordmark, and vice versa.
The logo should not be placed in
a rectangle. The rectangle here is
used to demonstrate application on
a coloured or textured background.
2.04 One-colour applications
When using a one-colour printing process, it is acceptable for the logo to appear in the colour used, or in white, if used
in reverse.
ENGLISH
BILINGUAL
FRENCH
2.06 Clear space
To ensure optimal placement of the logo, a protection zone free of text or other graphic elements must be maintained around it.
This space should be twice the height of the letter “H” in “Hospital.”
ENGLISH
FRENCH
BILINGUAL
1.5"
1.25"
1.25"
2"
1.75"
2"
9/16"
9/16"
PREFERRED
LOGO
HORIZONTAL
LOGO
ABBREVIATED
LOGO
2.07 Minimum sizes
To ensure maximum legibility of the logo, the minimum sizes above must be respected.
Do not place the coloured logo on any
background colour other than white.
Do not add or modify any of the strokes.
Do not apply inappropriate colours treatments.
Do not rearrange the elements of the logo.
Do not modify the colours of the logo.
Do not flip elements of the logo.
Do not resize elements of the logo.
Do not modify the font.
Do not apply inappropriate colours.
2.08 Incorrect usage
Under no circumstance should the logo, wordmark, or signature be modified in any way other than those mentioned in this
manual. The logo and wordmark are to be treated as a whole, and the various elements within the whole should never be undone
or modified.
2.09 Signature/English
The Jewish General Hospital’s care is predicated on Jewish values and traditions that dictate an unyielding respect for the lives
and cultural practices of others. When one is sick, one needs to feel at home and the JGH understands that. No matter what
your culture or religion, the JGH will do what it can to accommodate you. It’s the JGH’s tradition of “Care for all.”
For the year 2009, a new signature will be applied instead. It will read: 75 years of care for all.
2.09 Signature/French
The French signature brings the JGH’s multicultural outlook to the forefront, speaking to all the cultures of the world, offering
all the care in the world. Passion and devotion are the key characteristics of staff at the JGH. The tone of the signature implies
that there are no boundaries to the care the hospital offers.
For the year 2009, a new signature will be applied instead. It will read: Au service de tous depuis 75 ans.
ENGLISH
2.10 Logo with signature
FRENCH
This version of the logo should always be used in appropriate cases and where enough room is provided. The signature
and logo should always appear as above and should not be rearranged, re-spaced, or reordered. A bilingual version
of this logo does not exist.
ENGLISH
2.10.1 Clear space
FRENCH
To ensure optimal placement of the logo, a protection zone free of text or other graphic elements must be maintained around it.
This space should be twice the height of the letter “H” in “Hospital.”
2.10.2 Minimum sizes
1.5"
1.25"
ENGLISH
FRENCH
To ensure maximum legibility, the logo should never be smaller than 1.5" wide in English, and 1.25" wide in French.