The purpose of this guide is to provide system-wide guidelines for the visual identity of Children’s Hospitals and Clinics of Minnesota. These standards establish a consistent underlying structure that provides a sense of visual unity, with enough flexibility to accommodate a variety of solutions. The key components of Children’s visual identity include its graphic elements (stars, star trail, and brushstroke), logotype, and color. By consistently applying our visual identity throughout all aspects of communication, we can maintain the strength of the Children’s image.
Following these standards helps Children’s present a unified, professional image to patients and their families, the health care community, and the public.
Use of Children’s Hospitals and Clinics of Minnesota name
- The corporate name is Children’s Hospitals and Clinics of Minnesota.
- Always use the complete name on the first reference: “Children’s Hospitals and Clinics of Minnesota.”
- Always spell out the word “and” in the organization name; never use an ampersand.
- Never use acronyms (“CHC” or “CH&C” are not allowed); instead, use “Children’s” or “Children’s of Minnesota” on second and subsequent references.
The Children’s logo must be used in Children’s prescribed colors, or in black, or as a white reversal in any color. Any version of the logo that does not match any of these is inconsistent with Children’s identity and is not acceptable.
The preferred version of the signature is the three-color version. The colors used are specific Pantone© shades of purple, rubine, and teal (see below for formulae). An acceptable alternative is reproducing the entire signature in any one of the three colors.
The signature may appear in materials that are printed using colors other than the Children’s preferred signature colors. In those instances, an all-black signature should be used and can be printed on any color background that provides sufficient contrast. Reversing the signature to white from a colored background is also acceptable. The entire signature can be reversed from any of the three signature colors or any other color, providing there is sufficient contrast between the white signature and the background color.
Required white space
The Children’s signature must always be surrounded by a generous amount of space without intrusion of other graphic elements, type, or edges. The minimum amount of white space is the full height of the letter “s” in “Children’s.”
Reproduction size of the signature
The Children’s signature should be reproduced at least 7/8 inch tall, from the bottom of the logotype to the top of the star trail at its peak. To ensure legibility, this is the minimum size for reproduction. There are no maximum size restrictions as long as white space requirements are met.
(PANTONE© is a registered trademark of Pantone, Inc.)
Use for printing with spot color process. Note that there are two purples, for coated and uncoated paper.
Teal = 320
Red = Rubine Red
Purple = 2726C, coated paper
Purple = 2736U, uncoated paper
Use for four-color process
Purple = C 83%; M 60%; Y 0%; K 0%
Teal = C 100%; M 0%; Y 30%; K 6%
Rubine = C 10%; M: 100%; Y 30%; K 0%
Use for Web or video applications
Purple = R 78; G 96; B 168
Teal = R 0; G 161; B 179
Rubine = R 226; G 0; B 115
Use for Web
Purple = 4E60A8; Teal = 00AFB3
Rubine = E20055
For maximum consistency with the Children’s identity:
- Use Boton as a title and headline typeface for brochures and other highly visible materials.
- Use the Avenir type family for body copy in brochures and other highly visible materials.