BRAND BOOK

BELIEVE
in Breakthroughs

MADONNA

Meet

Miracles happen at Madonna. We know this because we see them every day. We see them in our patients furrowed brows as they painstakingly step one foot in front of the other for the rst time. We see them in satised smiles when our patients celebrate accomplishments. We see them in joyful tears when a patient hugs a staff member goodbye before walking out our doors to reclaim his or her life. Miracles come in all sizes at Madonna: in the renewed strength and healthy condence gained by a ProActive member; in the reduced health care expenses of a Fit for Work corporate client; in the laughter and chatter of St. Jane residents during Wednesday Afternoon Club; in the aha moment that leads to a new breakthrough in the Research Institute. We want the entire country to know all of this, too. This book will help you to speak, capture and illustrate Madonna succinctly and powerfully. Its our rallying cry. And were climbing to the top of the tallest mountain to share it. We hope you enjoy the view.

Table of CONTENTS
What is a Brand Why is a Brand Important Madonna History Madonna Business Promise Madonna Manifesto: Our Story Believe, The Brand - Madonnas Brand How We Beat Our Drum: Telling the Madonna Story How We Sound: Madonnas Tone Words We Use. Photography: Showing Madonnas Story Photo Content - What We Show Communicating Belief - Photos that Walk vs. Photos that Run Colors Typography Logo Standards Spacing, Scale, and Minimum Size Service Line Logos Identity Pieces Email Correspondence Memos, Excel Spreadsheets, Powerpoint Presentations and Fax Typography Resources

BRAND?

What is a

A brand is more than a logo, color scheme or advertising slogan. It is the sum of all the associations, feelings, attitudes and perceptions people have about the tangible and intangible characteristics of a business. It derives from, and is reinforced by, every touch point and business line. The Madonna brand is our identity and source of promise to our patients, staff, board of directors, trustees, donors, volunteers and visitors that must be delivered consistently at each point of contact.

IMPORTANT?

Why is a brand

Brands inuence choice and loyalty. A powerful brand is critical to Madonnas expansion locally, regionally and nationally. It provides a succinct, cohesive voice for employees, stakeholders, volunteers and even former patients, and guides messaging both in and out of the facility. The brand impacts organizational objectives and aids in achieving overall strategic goals and tactics, while further distinguishing Madonna from its competitors. Its a tool used to celebrate staff excellence and to build community, while also being shaped by those actions.

HISTORY

Madonna

The Benedictine Sisters of Yankton, S.D., planted Madonnas roots in 1958 by purchasing the land and buildings of the former Bailey Sanatorium and Hospital in Lincoln, Nebraska. For more than a half-century, our staff has pioneered groundbreaking rehabilitation services that have kept us a step ahead of regional and national trends. Our innovation and rehabilitation program development have distinguished the organization. Todays Madonna Rehabilitation Hospital is a non-prot organization governed by a local board of directors and sponsored by Diocesan Health Ministries of Lincoln. The hospital features 311 beds with multiple levels of care on a 23-acre, park-like campus in a residential neighborhood. Our patients and visitors enjoy spacious lawns and shade trees, courtyards, ower gardens and walking paths.

BUSINESS

Madonna

Madonnas services are extensive and comprehensive. In the rehabilitation hospital, we treat children and adults with disabling injuries or illness, help injured workers quickly return to their jobs and develop collaborative relationships with regional and national hospitals to help people return to their homes and communities. Other business lines include: TherapyPlus outpatient rehabilitation that helps people decrease pain, increase function and improve their quality of life. Fit for Work occupational health, wellness, safety and coordination of workers compensation programs to improve employee health and reduce costs. ProActive Medically based health, tness and wellness for people of all abilities. Soteria massage and bodywork services for recovery and relaxation. St. Jane de Chantal long-term care services with a holistic, individualized approach to care. In addition, Madonnas Research Institute for Rehabilitation Science and Engineering is blazing the future of rehabilitation through technology development and treatment advancements. The Madonna Foundation supports these efforts through philanthropic development. Madonnas roots continue to grow.

PROMISE

Madonna promises unwavering belief that we can rebuild lives, hopes and dreams by healing the body, mind and spirit together.

Madonna MANIFESTO: OUR STORY

We are believers. We know momentous breakthroughs spring from the slightest progress. Its the spark that turns ickering hope into inspiring condence. High-ves and hugs celebrate these crucial moments. We grasp hands and lock arms with patients and families, guiding them through each step to recovery. We connect personally with them. We cheer. We shed tears. Chapter by chapter, we play important roles in each others life stories. We combine heartfelt hospitality with incomparable innovation and education. Our clinical expertise, world-class research and state-of-the-art equipment empower us to help all patients, even those who pose the most complex challenges. Our investment in exceptional talent, groundbreaking technology and progressive treatments is changing the face of rehabilitation. Our people are changing lives. We work in a dynamic environment fueled by belief. We share ideas, challenges and triumphs. We nd answers and we do what it takes to help our patients reclaim their independence. Through a holistic approach to healing, we rehabilitate lives and families, hopes and dreams. Miracles happen here. They start with a spark. We are Madonna.

BELIEVE, THE BRAND

Madonnas Brand

How we beat OUR DRUM: TELLING THE MADONNA STORY

We have a rich story to tell, and our staff is constantly adding chapters. We should make the most of every opportunity to explain why were special and whats so amazing about our most-recent success story. We do this through compelling words, photos and video.

How we SOUND: MADONNAS TONE

Our staffs intensive, benevolent work, world-class talent and measurable success allow us to speak comfortably and condently about ourselves. We love to sing our story loud and proud. But were also polite and serviceoriented. Were always respectful when we celebrate and communicate our message. And its critical that our tone and pitch is consistent and effective. Please follow these six guidelines to ensure you speak (or sing) through Madonnas voice in all communications:

Condent Bold

Use active voice: Madonna did something great. Nothing great was done by being passive. Be succinct: Communicate your message in the fewest possible words.

Madonnas rehabilitation approach and results are powerful. The hospitals commitment to advancing technology, the staffs talent and the impact on patients lives are immeasurable. Our voice should capture that fearlessness.

Inspirational Relatable

We hold constant faith that we can help our patients, and we want our patients to possess that same hopefulness. We nurture and counsel, but never preach. Miracles do happen here. And we should use them to inspire others.

We must always speak specically to our intended audience, using language they understand and employing imagery the little details they can picture. We should aim our stories to touch the hearts and minds of our audience, showing not telling them why they should care.

Reassuring

Picture how Madonna clinicians work with patients theyre physically close, moving them through exercises. They offer physical support lifting, shifting and stabilizing weak patients and share words of encouragement. Our voice should capture the same comfort, security and compassion.

Progressive

Madonna has retained its Benedictine tradition of hospitality and care for the human condition while constantly advancing its research, education and equipment. Our state-of-the-art work benets rehabilitation worldwide. Communicate this truth at every opportunity.

WORDS we use.

BELIEVE

h ope, nur tur e , p a s s i on ,

s ol ve, r e s e ar c h , a bove, com f or table, c a r e, r e s ourc es, t e a m wo rk , tr u s t, h on e s t y, v alu e s , hope, h ea l , t h r iv e, e xc e e d, di g ni t y, div e r s ity, c lass, exc el l en c e, s k i l l , c ommit, k now l edg e, gr o wth , le ad e r s h ip, e xce lle nce, f ou n da t i on, i nteg ri t y, in s p ir e, i n te n s iv e, r es ul t s , cultiv ate, love, m i ra c l es, ac com pl i s h, u niq ue, em ot i on, col l ab o ra t e, c r e at iv i t y, f u lf ill, w a r m t h , f r ie n d s hi p, family, h o sp i t a l i t y, res pec t , tr e as ur e, s a c r ed, mi nd, b o d y, sp i ri t , vi s i on, p os s ibilitie s , stew a r d s h ip, m i ssi o n, w i s dom , tim e, t a l ent , tea ch , le a r n , sh a re, s erve, com m u nity, extrao r d in ar y, l i fe, t hi n k , ac t, drea m , m ir ac le, humilit y, c el eb ra t e, p ers ona l , r e ne w.

PHOTOGRAPHY:
Showing Madonnas Story
Along with words, images provide the gateway for a potential patient or family members to understand the Madonna experience. In fact, imagery will often make our rst impression as it tells our story in pixels faster than even the sharpest, boldest headline. So our visual handshake must be rm, evocative and always on brand. Please follow the instructions below to ensure our visuals are making the best possible impression.

Photo Content WHAT WE SHOW

Healthcare photography often unapologetically illustrates people in pain, but thats not what we want to communicate. We aim to paint a picture of comfort for a patient and their family members, focusing on returning him or her back to life at home. Use these four general areas as a guide as you focus Madonnas lens. Patient/Provider Interaction Rehabilitation-related images should communicate hard work not pain. While capturing a strenuous rehabilitation exercise in photos, the model/patient should appear focused and condent. Smiles are encouraged, but take care to ensure they dont appear exaggerated. They must appear real and not staged. The healthcare provider should either appear pleased (smiling) or serious and encouraging (but not too intense). Life After Madonna Photos illustrating life for patients post-rehab should invoke a pleasant, happy feeling. Outdoor images of patients doing fun activities including any type of recreation with family are effective. If possible, show them participating in an activity they participated in before their injury, but now enjoy in a modied, safe way. Outdoor Facilities/Inside Buildings Take photos during the most attering outdoor hours (one hour before or after sunrise or sunset) and during the most colorful seasons (preferably spring and fall). If you must photograph around midday, consider using a ll light to offset hard shadows, and try to choose a day that will have interesting clouds. When shooting indoors, take wide-angle photos that feature people. Empty rooms seem desolate. If too much activity makes it difficult to capture a room well, shoot close-ups of unique building features. (The accented pillars in the Alexis Verzal Childrens Rehabilitation Hospital are a good example.) Technology Madonna employs some amazing technology, and we want our audience to know about it. But machines alone often feel cold and sterile. We want to communicate warmth and human touch. Always feature Madonna technicians, scientists, doctors and/or patients using the technology. Otherwise, use more abstract, macro (close-up) shots of equipment and technology as backgrounds for layouts.

Communicating BELIEF
Photos that Walk vs. Photos that Run
Patient/Provider Interaction Madonnas patients work hard to achieve their respective rehabilitation goals. Showcase them in the most attering light, aiming to illustrate the process as intense, but not painful. Use diffused lighting and long focal-length lenses when possible. Always try to feature a therapist or health care provider interacting with the patient.

Life After Madonna Treat success stories as conceptual images. Tell the story by showing patients doing their favorite activities at home and at play. These photos remind potential patients and their families that life goes on after rehabilitation, and that its Madonnas goal to see that happen.

Outdoor Facilities/Inside Buildings Building photos help potential patients and their families picture the Madonna environment. Its important to showcase the most visually attractive parts of the facility during the most attering times of day.

Technology Show patients interacting with Madonnas technology whenever possible. Rehabilitation is often strenuous, so its crucial to use attering light. If a staff member is using a machine, you can achieve a nice effect by featuring close-up shots of their hands on the equipment, or by focusing on the person, with the machine out of focus in the foreground.

Walk

Run

Primary Colors

Use these primary (or corporate) colors on all materials. Pantone 519 C (Purple) is a slightly more-blue, less-magenta version of the former corporate purple. Pantone 7546 C is the new neutral color that replaces the former khaki.

Pantone 519 C CMYK = 69 90 34 22 RGB = 92 49 96 WEB = #5c3160

Pantone 7546 C CMYK = 79 62 47 32 RGB = 57 74 89 WEB = #394a59

Secondary Colors
Use these secondary colors as accents, to color-code various service lines and to add variety to materials. Use them sparingly, even seasonally. This particular set was chosen based on current color trends (2012), and for their compatibility with Pantone 519 C and Pantone 7546 C. Consider them temporary, with a shelf life of up to ve years.
Pantone 7533C CMYK = 55 62 71 52 RGB = 75 60 48 WEB = #4b3c30 Pantone 1635 C CMYK = 0 55 53 0 RGB = 255 144 112 WEB = #ff9070

Pantone 397 C CMYK = 30 16 100 0 RGB = 193 187 0 WEB = #c1bb00

Pantone 422 C CMYK = 39 30 32 0 RGB = 162 165 164 WEB = #a2a5a4

Pantone 334 C CMYK = 100 9 69 1 RGB = 0 152 121 WEB = #009879

Pantone 2718 C CMYK = 67 44 0 0 RGB = 85 133 215 WEB = #5585d7

Typography
Proxima Novas versatility and modern features makes it the perfect typeface to help Madonnas brand grow nationally. Proxima Nova comes in various stroke widths: light; light-italic semibold; semibold-italic; bold; bold-italic; heavy; and heavy-italic.

Proxima Nova
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Aa Bb Cc Dd Ee
Exception Alexis Verzal Childrens Rehabilitation Hospital
The Alexis Verzal Childrens Rehabilitation Hospital is the only exception for font usage, as the mark for this branch of Madonna was created with children in mind. FG Nando Regular is the typeface of choice and should only be used in the logo for Alexis Verzal.

Aa Bb Cc Dd Ee

FG Nando Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Logo Standards
2. The word MADONNA

Madonnas main hospital logo is composed of three elements:

1. The logo-mark (purple M cross) 3. The description words Rehabilitation Hospital The logo also exists: in vertical format; with Madonna exclusively; and with Madonna plus tagline.

Now you can.

Typography and Color

Madonnas logo is the standard for all other service line

sub-brands. Hospital or service line names should be set in Proxima Nova Regular (all-caps) tracked to 150pt. Descriptions below service lines should be tracked to 45pt. Logo-mark, Name/Service lines set in Pantone 519 C

Descriptions set in Pantone 7546 C

Spacing

Allow a space the width of the logo mark to give the logo room to breathe in layouts.

Clear Space

Scale

Always resize the logo proportionally. Do not stretch or compress.

YES

NO

NO

Minimum Size

Always size the logo should at 1 inch wide or larger.

1 inch

Service Line Logos

Set service line logos in Proxima Nova Regular (all-caps), tracked

to 150pt . Track descriptions below service lines to 45pt.

Identity Pieces

Follow the same general typographic, color and spacing rules that apply

to logos for identity piece layouts.

5401 South St. Lincoln, NE 68506-2150

Elements on the #10 envelope are set to meet USPS guidelines

First M. Lastname, ABC, DEF

Title and or Position at Department 402.123.4567 Fax 402.123.4567 flastname@madonna.org

Now you can.

5401 South Street

Lincoln, NE 68506-2134

www.madonna.org

Business card template has type set for names, titles and contact information. If a name or title is too long for what is templated to t on one line, a decrease in one point size would be acceptable.

Identity Pieces (continued)

Font Proxima Nova (Regular) If Proxima Nova is unavailable on your computer, use the font Arial. Font size 12 point Text should be left-aligned Do not indent paragraphs. Double space at the end of the paragraph. Format your letter so that it ts on the Madonna letterhead using the following margins: Top 2 Left 2.75 Right 1 Bottom 1

5401 South St.

Lincoln, NE 68506

P 402.413.3000

F 402.413.4433

www.madonna.org

Email Correspondence

The email signature template is set up to use Proxima

Nova. When Proxima Nova is not available, please use the font Arial.

Email correspondence should set with these guidelines: Font Proxima Nova Regular (font Arial as alternative) Font size 12 point Text should be left-aligned Avoid using bold, italicized or underlined words, unless a specic line within the letter requires additional attention. Condentiality notice should follow every email signature.

Memos, Excel Spreadsheets, Powerpoint Presentations and Fax Typography Typography for these items should follow general typographic
rules similar to those for email correspondence and letterhead: Font Proxima Nova Regular (font Arial as alternative) Font size 12 point Type color should be Black or Pantone 7546 C (use RGB color settings for online/web/ email applications and CMYK color builds for print)

RESOURCES
Now that youre empowered to speak, capture and illustrate Madonna succinctly and powerfully, its time to climb the mountain to share the message. If you need any help, or have any questions along the way, the following guides are ready to lend a hand. See you at the summit.

MADONNA REHABILITATION HOSPITAL Marketing Department Ph. 402-483-9891 info@madonna.org