Brand GuidelinesWelcome to Boston Children’s Hospital, the brand.This Brand Guidelines document is designed to help anyone within the organization who is creatingeither external- or internal-facing communications materials.The guidelines are written primarily to marketers. That said, we know that others within the organization, such as clinicians and researchers, will also need to use this document. We’ve tried to make the content as straightforward and accessible as possible. Boston Children’s has one of the most respected brands in all of medicine. Following these guidelines carefully is a critical step in keeping it that way.No doubt you’ll have questions, so we have supplementary resources—including FAQs and downloadable files—available at web2.tch.harvard.edu/marcomm/. As always, the Marketing and Communications Department is just a click or phone call away to answer questionsand to help you get the most out of the Brand Guidelines.Boston Children’s HospitalBrand Guidelines2Brand & VoiceWhat is a brand?.......................................... 5Brand voice................................................... 7LogoLogo configurations.................................. 14Logo application........................................ 17Reversed logos........................................... 18Black and white logos............................... 19Single color use...........................................20Other logos.................................................. 21ColorBrand colors............................................... 22TypographyBrand typefaces......................................... 26VisualsPhotography............................................... 29Videography................................................ 31Illustration and data visualization............34Print & DigitalStationery.................................................... 38Print layout................................................. 39Digital banners........................................... 41Website........................................................ 42Social media............................................... 43Email............................................................ 44Presentations............................................. 45Boston Children’s HospitalBrand Guidelines3The BrandBoston Children’s HospitalBrand Guidelines4What is a brand?While there are many ways to define a brand, one of the best is this:“Your brand is the space you want to occupy in the hearts and minds of your audience.”In this incredibly noisy media landscape, a brand is ultimately the sum ofall of the interactions a person has with it, from physical encounters, to messagingin paid media, or articles in the press. As a busy hospital and research institution, some of these interactions are out of our control.But what isn’t out of our control is the ability to shape the messages that we ourselves create. And, as always, equity, diversity, and inclusion are the primary focus of our institution and...
