What Is Branding?
Branding in plain terms is about fostering recognition of and respect for an organization. Once a brand has been firmly established in people’s minds, seeing it instantly evokes certain feelings, beliefs and knowledge. A solid brand also reinforces an organization’s key messages for internal and external audiences.
By having a strong brand, Alberta Health Services is better able to build public awareness, confidence, good will, trust and support. Our brand also instills pride among staff members and external stakeholders, and it improves our ability to recruit and retain talented employees and physicians. Our brand is also vital to attracting and maintaining a solid funding base.
What Is Corporate Identity?
A corporate identity is much more than just a logo. It is a symbol, a set of key words and phrases, and carefully chosen design principles (e.g. colours and layout). A corporate identity reflects and supports an organization’s mission, vision, and goals. The corporate identity was carefully created to generate a unique impression of our organization. This identity must be part of all communications - from memos to posters to business cards to advertisements and beyond. It’s important we always use it in the proper way.
These standards will provide the information we need to maintain the integrity of the Alberta Health Services identity. In fact, when used consistently and correctly, we’ll find this identity becomes a highly recognizable brand that distinguishes our organization from others and helps to create a positive image and clear sense of purpose.
What Is A Logo?
A logo is a visual representation of a company’s identity. Its hallmark is instant recognition. As such, its value lies in being used in a consistent manner to maintain a strong and enduring visual representation of an organization.
To achieve consistency for Alberta Health Services, this document outlines basic usage and reproduction guidelines. The Alberta Health Services visual identity system must be followed when preparing all forms of visual material that carry our identity. This is for materials used both within and outside the organization including (but not limited to) fax cover sheets, news releases, promotional items, leave behinds and brochures, print and broadcast advertisements.
Size and space relationships of the logo may not be altered or repositioned in any way. In rare situations, variations to the treatment of the logo may be required. Any such variations, or non-standard uses of logo must be approved by the Communications department of Alberta Health Services (which will be referred to as Communications throughout the rest of this document) in advance.
Approved electronic versions of the logo are to be used in all instances to maintain consistent reproduction standards. These are available in a variety of formats through Communications.
Visual Identity
Successful brands rely to a great extent on a powerful visual identity. That includes elements such as imagery, colour, layout, logo, and tagline. When it is used consistently and correctly, a visual identity becomes a recognized and respected mark for an entire organization.
Each time people see an organization’s visual identity, certain expectations arise in their minds. These expectations are deeply connected to an organization’s brand and help to reinforce it. The stakes are clearly high.
It’s important that we protect aspects of the Alberta Health Services visual identity.
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