BRAND BOOK - St Hughs › wp-content › uploads › hmt-brand-book-v1.pdf · Our brand is not just our name, logo or the way we market ourselves. Our brand is so much more than all

Ethical, honest and trustedBRAND BOOK

Simple communication, brand in hand

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Tony Barrett

Chief Executive

2 Healthcare Management Trust Brand Guidelines

Welcome

Healthcare Management Trust Brand Guidelines 3

1.0 Introduction (page 4)

2.0 Our Brand (page 6)

3.0 Colours (page 19)

4.0 Typography (page 23)

5.0 What We Say (page 27)

Contents

BRAND BOOK

INTRODUCTION1.0


HMT is a family of businesses that fund our charity

which supports health research and health promotion.

As an organisation we value our status as a trusted ethical

and honest organisation, whether from the point of view

of those we care for or you as an employee.

Maintaining people’s perception of who we are as

an organisation is about what we do and how we

communicate, both internally as colleagues and

outwards to those we provide care for and their

families. As such, we want to achieve consistency

and share the very best ways of doing this across

our organisation whether verbally, digitally or in

print.

This brand book is designed to support you in

communicating the values of HMT throughout

your work as part of our family. Please attend

closely to the guidance it offers and if it doesn’t

provide the support you need, please contact us.

Introduction


OUR BRAND2.0


Our brand is not just our name, logo or the way we market

ourselves. Our brand is so much more than all of these.

It is who we are, what we stand for, our principles and

our approach to healthcare.

Above all, our brand lives through the way you apply our brand and

communicate it to colleagues and those you care for.

This is the very beginning of our journey.

Our brand

Healthcare Management Trust Brand Guidelines7


HMT cross

The Cross on our HMT logo is inspired by the

internationally recognised symbol for healthcare /

hospital / pharmacy.

It can be used with impact and integrity at sizes

as small as 5mm as well as much larger formats.

Our cross features on all logos throughout HMT,

whether hospitals, care homes or the charity

itself.

Brand hierarchy


HMT corporate logo


Sector logos


The Family Brand is joined with Hospital or Care Home beneath for use with general information on each sector and as part of Facility Logos

Service logos


HOSPITAL NAME

HOSPITAL NAME

HOSPITAL NAME

HOSPITAL NAME

The family brand is added to by a divider and a service title added such as hospital or care home name.


CARE HOME NAME

CARE HOME NAME

CARE HOME NAME

CARE HOME NAME

Social media devices


Favicon only

For use on social media, the abbreviation of Healthcare Management Trust to HMT is used with the device to connect all sectors and areas of the

Trust. This Logo should never be used as a stand-alone brand.


Exclusion zone

x

x

x

x

Make sure that text or other design elements do not encroach upon the logo.

The marked space should always be given to let the logo ‘breathe’, free from distraction.

SANCTA MARIAx

x

xx


Charity statement

To relieve physical and mentalsickness, and to preserve and

protect good health.

Our brand personality


Through it’s people and places,HMT is: caring, responsive, effective,well lead and a provider of leadershipitself trusted & safe

Healthcare is serious, but that mustn’t mean making it hard work for our colleaguesand those we care for to understand and engage with us. Our communication canbe open, honest and friendly and still be effective.

To be seen as all these things and the be the healthcare provider of choice means:

• talking to people in a way that encourages questions

• giving a complete picture of the subject we’re discussing at any time

• finding ways to make complex subjects accessible

Local, but national

We provide all the benefit and convenience

of a local hospital and care home, with the

strength, reassurance and expertise of being

part of a larger healthcare group and charity.

Transparent measures

We have been providing care for thirty years and

remain completely focused on providing an

experience built entirely around our users needs.

We are reassuringly open about our results and

proud to be judged on our care outcomes and

customer satisfaction.

Integrated Provision

We are dedicated to creating a fully rounded

approach to healthcare.

Partnering consultants

Like us, our consultant partners embody the

highest national standards, offered in a local

environment. Our lasting relationships with

consultants and clinical advisors are built on

shared values and beliefs – together we make

a strong and dedicated team, committed

to benefiting those who entrust their care to us.

When we talk about HMT, we can do it with the

confidence that we live the values we talk about,

and have been doing so for a long time.

Because we always start with the individual, we

represent the local healthcare destination of

choice. We have caring people like you at the

heart of our organisation – dedicated teams of

real experts doing what’s best for patients and

residents at every step of the way, taking time to

listen and always focused on delivering the best

outcome.

Put simply, only people who care can really create

and deliver health care this way and this is the

type of person we have in our team at HMT. The

way you conduct yourself in your day to day

dealings with staff and colleagues should inform

the way you communicate on paper and digitally

too.

Patient centred care

Our staff are all special people, focused on

patients and residents, and always going the extra

mile to provide the little extra touches that really

count. We’re here to guide and reassure those we

care for, putting them back in the driving seat of

their life as soon as possible.


Talking about our brand proposition for clinical care

HMT Delivers Reassuring Quality Healthcare

COLOURS3.0



CMYK72c, 43m, 31y, 14k

Cooks Blue

Pantone5405 C

RGBR91, G115, B137

Web#5b7389

Blue Grey

CMYK40c, 18m, 20y, 0k

Pantone7542 C

RGBR172, G188, B197

Web#acbcc5

80% Grey

CMYK0c, 0m, 0y, 80k

Pantone425 C

RGBR88, G88, B87

Web#585857

CMYK85c, 59m, 43y, 24k

Pantone7477 C

RGBR63, G83, B102

Web#3f5366

The main corporate colour scheme. Please adhere to all the specifications outlined in this document.

Other references available on request.

ShadowFor use in full colour logo

Brand colour pallette

Primary colours


10% Grey (80%)Used mainly for text

30% Blue GreyThe Secondary Corporate colour

50% Cooks BlueThe Primary Corporate colour

5% Pale BlueUsed for watermarking

2% YellowUsed for highlighting or contrasting (should not be used alongside green)

2% GreenUsed for highlighting or contrasting (should not be used alongside yellow)

1% ShadowUsed as the shadow colour in 3 colour print versions of the logo

Colour usage

Frequency of occurrence - colours


Supporting colours

CMYK0c, 10m, 100y, 0k

Yellow

Pantone123 C

RGBR255, G221, B0

Web#FFDD00

Green

CMYK10c, 0m, 4y, 0k

Pantone7541 C

RGBR234, G246, B247

Web#EAF6F7

Pale Blue

CMYK80c, 16m, 70y, 0k

Pantone341 C

RGBR13, G147, B103

Web#0D9367

The supporting colour scheme should only be used sparingly to compliment the main colour scheme and should never

be used on their own. See colour usage chart for an idea of the frequency of which they should occur.

TYPOGRAPHY4.0


Lato LightABCDEFGHJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Lato RegularABCDEFGHJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Lato BoldABCDEFGHJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Typography


Using our chosen typefaces, the correct colours and weight, ensures that our

typography is consistent and legible across all our communication channels.

Our primary font is the 'Lato' font family. It should be used for all titles and body text. Lato

light and Lato regular should only be used for body text. Lato bold should only be used in

titles and headings or where an emphasis needs highlighting in body text.

Typography is a crucial element of our visual identity Primary typefaces

Aa

Novecento WIDE BOOKABCDEFGHJKLMNOPQRSTUVWXYZ1234567890

Novecento WIDE MEDIUMABCDEFGHJKLMNOPQRSTUVWXYZ1234567890

For external communications, Novecento should only be used for headings. This font

should not be used in body text.

External communications


AA

Calibri LightABCDEFGHJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Calibri BoldABCDEFGHJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890


The recommended default font for all company computers is Calibri. Calibri bold should

only be used in titles and headings or where an emphasis needs highlighting in body text.

Internal typefaces

Aa

WHAT WE SAY


5.0


warm, friendly,

positive, reassuring


Our environment

We ensure our environments are pleasant for everyone who works

and receives care in them. Our facilities are maintained beyond

current standards and decoratedto reflect the quality service

we provide.

Equipment is fit for purpose and contributes towards the safe and

effective care our patients and residents deserve.

T. 020 7222 1177

hmthospitals.org

14 Queen Anne's Gate | Westminster | London SW1H 9AA

@HMTHospitals

Documents

BRAND BOOK - St Hughs › wp-content › uploads › hmt-brand-book-v1.pdf · Our brand is not just our name, logo or the way we market ourselves. Our brand is so much more than all