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ACLS Certification Institute Brand Guide
WelcomeThe ACLS Certification Institute (ACI) is a separate and distinct brand from Career Step.
Though the brands are always represented as unrelated, the ACLS Certification Institute
brand still seeks to achieve the Career Step mission while upholding and advocating Career
Step’s core values of ownership, integrity, execution, customer focus, innovation, quality,
teamwork, and personal fulfillment.
The standards and guidelines set forth in this style guide define what makes the ACLS
Certification Institute unique from others in the market and must be consistently applied
to ensure brand integrity.
ACI STYLE GUIDE 3
TABLE OF CONTENTS
Brand Identity 4
Personality and Voice 6
Logo 8
Colors 10
Typography 12
Grid & Layout 14
Icon & Buttons 16
Imagery 18
Copywriting 20
Communications 20
4
BRAND IDENTITY
BRAND IDENTITY
• The ACLS Certification Institute (ACI) is our primary brand, and its main domain is
ACLS.com. Any customers who belong to ACLS.com should only interact with those
representing ACI or the ACLS.com brand (@acls.com emails, social media pages,
phone interactions, etc.) and should only be directed to other ACLS.com pages.
• As ACI is also represented on ACLScertification.com, BLSCertificationInstitute.com,
and PALStraining.com, these customers can be directed to pages on ACLS.com or
interact with representatives from the ACLS.com domain. However, the reverse is not
true—for example, ACLS.com customers should never be referenced back to
ACLScertification.com or any of the other sites.
• Both ACLS.us and ACLSrecertification.com maintain entirely separate brands and
should only ever reference themselves. Any email or communications from these
brands must be distinct and separate from all other entities.
It is important to note that while ACLS Certification Institute upholds the same
mission and values as Career Step the brands are always to be represented as
separate and unrelated. We do not at this time publicly acknowledge a relationship
between Career Step and ACI.
When Career Step acquired ACI, there were a number of online brands and presences
that came with it. Due to marketing and identity restrictions, the following rules must
be applied when representing these brands.
ACI STYLE GUIDE 5
URLs
URLs are also to be represented in all cases without the www and capitalized as outlined below. URLs
should be hyperlinked within text when it makes sense and improves user experience.
ACLS.com
ACLScertification.com
BLSCertificationInstitute.com
PALStraining.com
ACLS.us
ACLSrecertification.com
6
PERSONALITY & VOICE
PERSONALITY & VOICE
A strong, clear, consistent brand personality is important because it shapes how our customers think and feel about our brand. It is also how we connect with the audiences we serve.
While different messages and tones are appropriate for various audiences, the same core personality should come through all communications.
ACLS Certification Institute is:
Helpful — The healthcare providers we serve are busy and stretched thin. We provide the information they need in an easy-to-consume way that quickly provides the answers they’re looking for.
Expert — We know our business so our audiences can get about theirs. We are thought leaders in our space and are familiar with the details and nuances important to our consumers.
Professional — We are at all times respectful of the high demands placed on our audiences. We provide high-quality training and the best support to enable them to do their jobs to the very best of their abilities.
ACI STYLE GUIDE 7
Voice
The voice of the ACLS Certification Institute brand speaks to the overarching Career Step mission and
values while conveying ACLS Certification Institute’s unique personality. Our voice encompasses the
words, attitudes, and tone we use to craft messaging. It gives our audience a sense of who we are and
reflects our personality.
ACLS Certification Institute’s voice is...
Clear — Speaks to a specific need/goal in an open way that promotes understanding.
Concise — Strives to be straightforward and focused while avoiding extraneous words.
Educated — Reflects and conveys the clinical nature of our offerings.
Approachable — Connects through everyday language.
ACLS Certification Institute’s voice is NOT...
Arrogant — Avoids being all-knowing, overbearing, or condescending.
Casual — Avoids being flippant or ever approaching disrespectful.
Defensive — Avoids representing ourselves as the one and only answer. We are an excellent fit for many providers but not necessarily all—this is a fact we acknowledge and accept, not one that we apologize for or become defensive over.
8
LOGO
LOGO
Logo Usage and GuidelinesThe logo must be surrounded by clear space (see next page for specific examples). The minimum clear space required is the horizontal line in front of the first peak within the mark.
The logo must not be reduced smaller than the examples provided on the following page in either print or digital use.
The mark may be used independently as a graphic element to strengthen branding, as a social icon, or for secondary branding as needed. The mark itself should not be altered.
Please note that the Career Step and ACI logos are not to be used in tandem with each other. We do not at this time publicly acknowledge a relationship between Career Step and ACI. Please reference the Brand Identity section (pg. 4) for more information on the appropriate ACI relationship with other related brands.
ACI STYLE GUIDE 9
CLEAR SPACEBREAKDOWN
1.75” or 126px 1” or 72px 1” or 72px
10
COLORS
Primary Colors
The blue, red, and gray below should be used in all occasions of design and communications. These colors provide a bold and professional tone as well as strong contrast against the background colors. As a reflection of the logo, the primary colors should be used as primary (blue), secondary (red), and tertiary (gray).
ACI Blue
HEX#0d426a
CMYK100·77·35·21
RGB13·66·106
PMS654 C
ACI Red
HEX#ce413a
CMYK13·89·84·3
RGB206·65·58
PMS2033 C
ACI Gray
HEX#414042
CMYK68·62·58·46
RGB66·65·66
PMS7 C
COLORS
ACI STYLE GUIDE 11
Background Colors
These secondary colors—white, tan, and light blue—should be used when needed to divide content and visually distinguish hierarchy and layout. These colors are used only to support the primary colors, providing contrast and making content more digestible, with white being the most predominantly used.
ACI Tan
HEX#f0f0ed
CMYK4·3·5·0
RGB241·240·238
PMS9100 C
ACI Lt. Blue
HEX#d6eaf6
CMYK15·2·1·0
RGB214·233·245
PMS642 C
ACI White
HEX#ffffff
12
TYPOGRAPHY
TYPOGRAPHY
Typography Specifications
Consistent use of typography is essential to maintaining brand integrity and
recognition. The Lato font is used in all instances. Specific uses are as follows:
• Lato Light is used for hero titles
• Lato Black is used for heading 2 titles and graphical accents/glyphs
• Lato Bold is used for heading 3 and menus
• Lato Regular is used for body copy
• Lato Italic is used for quotations
Latoabcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 $%&(.,:;#!?)
ACI STYLE GUIDE 13
Hero Title Lato Light 40pt
HEADING 2 LATO BLACK 26pt
ACCENTS & GLYPHS LATO BLACK 10-26pt
HEADING/Heading 3 Lato Bold 13pt
MENUS LATO BOLD 12pt
Body Copy Lato Regular 12pt
Quotations Lato Italic 12pt
14
GRID & LAYOUT
GRID & LAYOUT
The Grid
Designs should follow a 1/3 grid system for text, imagery, and other graphic
elements (shapes, white space, etc.).
• Grids can use any ratio combination (2:1. 1:3, etc.)
• Design should avoid 1/2 page layout splits and other ratios
Layout
In general, layout should be clean with clear hierarchy and good division—without
inappropriately isolating content or disconnecting the messaging from the call to
action.
ACI STYLE GUIDE 15
Span Column
Ads, CTAs, banners, etc. should span full column
1:3 (or 5ths)
Example of 1:1:1 or 1:3 grid breaks
2:1 - 1:3
Example showing a 2-column span
16
ICONS & BUTTONS
ICONS & BUTTONS
Icon Application
Icons should follow the look and feel shown below, consisting of shape outlines and
having consistent line width. Shapes should be simple enough to identify at small
sizes and should clearly represent intended meanings.
ACI STYLE GUIDE 17
Button Hierarchy
Buttons must have a standard height and font. Button width before and after type
should be the same as the overall button height (see example below), allowing
width to adjust appropriately. Hover states need to be mobile friendly.
#ff4b3f
Hover States
55px 24pt Lato Bold (Aa) #ffffff
55px
Learn more
Learn moreLearn more
18
IMAGERY
IMAGERY
StyleThe general style of images should be in accordance with the guidelines outlined in
the Career Step Style Guide, which sets the tone for the branding of both Career
Step and the ACLS Certification Institute. The specific images used as examples are
not necessarily to be used in materials, but are provided to give an overall feel for
the branding of ACLS Certification Institute.
Usage
Images may be used under a white screened overlay to accommodate text or icons.
Images should be clear with good lighting, with a modern, professional look and feel.
Examples
ACI STYLE GUIDE 19
20
COPYWRITING
COPYWRITING
Copywriting Guidelines
Our writing style follows specific principles and guidelines, which are the foundation
of our written communications.
Start with how
People buy benefits, not features. Messaging must show how our offerings meet
individual needs rather than just how they check boxes on a product sale sheet.
Put audience first
Our audiences matter most. Our success is reflected through their success.
Use active voice
Passive voice can confuse readers and lengthens copy. Our readers are looking to
quickly find the information they need, and passive voice frustrates this.
Choose words carefully
Employ strong verbs. Clinical terms may be used as appropriate to promote under-
standing, but avoid unnecessary industry jargon, extra words, clichés, and acronyms.
ACI STYLE GUIDE 21
Be consistent in word and grammar use
Consistent use of specific words and grammar is important in maintaining a single
voice—for example, in all ACLS Certification Institute communications healthcare in
one word, internet is not capitalized, and serial commas are used.
22
COMMUNICATIONS
COMMUNICATIONS
It is important to note again that in all instances ACLS Certification Institute and
Career Step should be represented as separate and unrelated entities. We do not at
this time publicly acknowledge a relationship between these brands, and this must
be consistent across all areas of customer interaction (phone, email, social media,
events, etc.).
Please reference the Brand Identity section (pg. 4) for more information on the
appropriate ACI relationship with other related brands.
ACI STYLE GUIDE 23
Email Signature
When corresponding with any external audience regarding any ACI business, be sure to
use an email address with the appropriate domain (@acls.com, @aclscertification.com, etc.).
Please see the Brand Identity section (pg. 4) for more details on how these brands relate to
each other and should be handled.
Email signatures should be included to provide consistent branding within this touch point
with customers. Signatures must be formatted like the example below.
John C. Doeo. (555) [email protected]
Arial Bold, 14pt Black
Arial Regular 14 pt BlackHyperlinks
This logo ONLY