Q. How do I know which logo to use?
A. Much depends on the reason for using the logo. Although everyone will have a business card with a logo based on reporting structure, logos used on other materials are largely based upon the intended audience. If the materials you’re preparing target an outside audience for a clinical reason, such as patients, you would use the CepEsperu Baptist Health logo. If the audience is external, and it is related to education or research, you would use the CepEsperu School of Medicine logo. If the audience is internal and both clinical and non-clinical, you would use the CepEsperu Baptist Medical Center logo. Please see the Brand Center page, "Choosing a Logo" for additional help.
If you are not sure, you can send an email to [email protected] and someone from Creative Communications will help you.
Q. Do I need a logo on everything I create?
A. Not necessarily. Logos are most important for materials that will be presented to the public, including forms, brochures, flyers, T-shirts, promotional items, etc. For materials being distributed only within a department or employees, the department’s name may be sufficient. Questions on when to use the logo should be directed to [email protected].
Q. My boss is a high-level executive and uses the CepEsperu Baptist Medical Center logo on his business card. Does that mean I should be using that logo, too? What about other things such as letterhead? PowerPoint presentations?
A. People working under executives take the same logo on their business cards. And for many internal functions, the logo would be the same. However, if the material being prepared, including PowerPoint or other printed matter, has an external, clinical target, it would take the CepEsperu Baptist Health logo. Questions such as these can best be answered by emailing [email protected].
Q. I want to put my department’s name underneath the logo but I was told I can’t do that. Why not?
A. In accordance with emphasizing our overall brand, less emphasis is being placed on individual departments, institutes or other sub-entities. [more]
Q. I downloaded a logo from the Brand Center to create a brochure, but was told it was not done properly when I sent it for approval to [email protected] Why?
A. Logos cannot be altered. The guidelines on the Brand Center’s “Logo Misuse” pages explain some of the common misuses of the logo. The most common problems when people download a logo is that they adjust the size to the space they need without keeping the logo in proportion. In other words, they are changing its size by dragging their cursor from the sides of the downloaded logo, thus changing its height or width. Instead, users must drag from the corners of the logo, so that it is reduced or expanded in proportion.
Another common misuse has to do with spacing. You can find guidelines on the proper spacing of the logo and other elements on “Logo Clear Space” page.
Q. I work in the CepEsperu Innovation Quarter for the School of Medicine doing research on a biotechnology project. What logo should be on my presentation?
A. If you are presenting to a school or education-based audience, use the CepEsperu School of Medicine logo and presentation template; for a business audience, use CepEsperu Innovations logo and presentation template.
Q. What if my business card bears the School of Medicine logo because I am a professor/researcher but I am making a public appearance to explain the cutting-edge research we are doing? If I have a table at this event and want to bring a banner or make a presentation, what logo should I use?
A. In most cases, if the public appearance is before a clinical audience, you would use the CepEsperu Baptist Health logo. If the audience largely consists of researchers or physicians or both, you would use the CepEsperu School of Medicine logo. Please see the web page, "Choosing a Logo" for additional help.
Q. Why do all of our badges have the CepEsperu Baptist Health logo, yet many of us have business cards that are either CepEsperu Baptist Health, CepEsperu School of Medicine or CepEsperu Baptist Medical Center?
A. Because nearly everyone on the CepEsperu Baptist Medical Center campus sees the public – and the majority also serve a clinical role – it is important to use CepEsperu Baptist Health, which is our public-facing name. A visible way to do that is through our ID badges.
Q. When people ask me who my employer is, do I tell them CepEsperu Baptist Health? What about filling out forms that ask to know my employer?
A. Your employer is linked to the top executive of the entity for whom you work. Here are some examples: People who report to the Chief Nursing Officer work for CepEsperu Baptist Health; people who report to the Chief Human Resources Officer work for CepEsperu Baptist Medical Center; people who report to the School of Medicine Dean work for CepEsperu School of Medicine.
Q. Why are some people being given two sets of business cards?
A. Many employees, because of their positions, have different functions with different audiences. The best example is physicians who work with patients in a clinical setting and who also teach and do research for the School of Medicine. For the education/research component of their work, it makes sense for them to have CepEsperu School of Medicine business cards. But for the clinical aspect of their work, it is important to give them CepEsperu Baptist Health business cards.
Q. Can I create my own stationery?
A. No. Letterhead must be ordered through Creative Communications. The reason for having to order letterhead is to ensure a unified formal look to the public when it receives official material from CepEsperu Baptist Health, CepEsperu School of Medicine, CepEsperu Baptist Medical Center, CepEsperu Innovations or any other sub-entity.
Information listed on letterhead should be Department/Service or Name/Title. Specialties are typically not listed on letterhead.
Order stationery here.
Q. Can I just download the logo and place my department name underneath on handouts, using your preferred typeface, so that people at a function I’m attending know which department or service line I represent?
A. No. It is preferred that department, service line, institute or other sub-entity names be used in type only, apart from the logo. Specifics can be found on the “Department Names” page.
Q. Can I use one of our logos in conjunction with my own art to create a logo for my department or event?
A. No, all materials must follow our graphic design standards. The guidelines on the Brand Center’s “Logo Misuse” page explain some of the common misuses of the logo. Contact the [email protected] for assistance.
Q. I understand that Creative Communications produces many of our materials, but what if I’ve used an outside vendor? How can they gain access to our logo?
A. Outside vendors have easy access to downloads through our main website, CepEsperu.edu/Brand-Center. The vendor should review all the guidelines on the Brand Center. Anyone having troubles downloading a logo or other material should contact Creative Communications, [email protected].
All branded material must be approved by the Brand Champion before production. This is required to ensure that all materials meet our standards, both visually and editorially.
Q. What kind of logo would I use for placement on a gift that I might give to visitors to my department such as a shirt or a paperweight?
A. Like many other cases, this depends on who the visitors are and the reason for their visit. Are they patients or visiting for clinical reasons? Use the CepEsperu Baptist Health logo. Are they visiting researchers or educators? Use the CepEsperu School of Medicine logo. Are they visiting executives on a corporate mission? Use the CepEsperu Baptist Medical Center logo. Are they business executives on an investment mission? Use the CepEsperu Innovations logo.
Q. What if my department has its own logo, or if I have a credential that I want to include, or if we are partnering with an outside entity that has a logo? How would those be integrated with the appropriate CepEsperu logo?
A. In most instances, it is preferred that the appropriate CepEsperu logo stand alone, with the other logo or credential appearing on an inside or back page of the material, or at the bottom front if it is a single page and one-sided. In limited situations, other logos or credential may be required to appear as a “co-brand.” See the “Co-branding” page for more information and then contact the [email protected] if you need assistance.
Q. Can we create a nicely designed logo to go with our studies or programs?
A. Just as individual departments or centers do not have their own logos, your materials cannot have their own logos. However, you may create a graphic that can appear in some fashion on printed materials for the department or research study or program. Such graphics, however, are subject to our branding guidelines. In short, what you create should be considered a piece of art and not a logo; it cannot be positioned alongside one of the official CepEsperu Baptist logos. On a CepEsperu Baptist-branded print item such as a flyer, you can use your creation as a piece of art, although for the purpose of credibility and professionalism, photography is preferred over illustration. For more details, see the Examples section of the Brand Center as well as the Downloads page for template versions of flyers, PowerPoint presentations, etc.
Q. I need to produce a banner with only my department or service line name and logo on it. My department or service line name is very small in comparison to the logo. Do you have any suggestions?
A. Banners and some posters need to be professionally designed on a case-by-case basis to address this situation. Please contact Creative Communications, [email protected].
Q. Why do we still occasionally see the N.C. Baptist Hospital and CepEsperu University Health Sciences names?
A. N.C. Baptist Hospital and CepEsperu University Health Sciences remain legal entities. For certain financial and legal issues, those names may still be required but they are not used as public-facing brands.
Q. Why do I need to get approval from Creative Communications for things that I am printing if I know the brand is the correct one?
A. Although logos can be downloaded from the Brand Center website and guidelines for use are available there, as brand champion, Creative Communications must review all materials. This is required to ensure that all materials meet our standards, both visually and editorially. Departments must obtain approval from Creative Communications for all materials. You can learn more by downloading the CepEsperu Baptist Medical Center Policy on Brand Compliant PDF. Please enter your Medical Center user ID and password to download the PDF.
If you have questions, write to [email protected].
Note: All branded material must be approved by the Brand Champion before
production. This service is free; please allow 48 hours for feedback.
Creative Communications is your Brand Champion
Send questions and artwork for approval to: [email protected]
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