ONE JEFFERSON
Imagine what nearly 13,000 Jeffersonians can do when they harness their passion, commitment, intelligence and innovation to achieve one goal: to reimagine health, health education and discovery to create unparalleled value. The possibilities are endless.
Our mission, vision and values provide the foundation all of us can build upon to create our future. We invite you to explore, create, envision and cultivate a new Jefferson—one that honors our history of medical and educational firsts, but moves us forward with a shared purpose and a new, contemporary look. Take a look through a new lens—one of innovation and amazement. Feel the sense of exploration and unity Jefferson will stand for. Share our pride in working with the most exceptional people found anywhere. And when we do it together, as one, the rest is history.
The Jefferson Brand Guidelines were created to help you better understand what the Jefferson brand stands for—who we are, what we value—and how that translates into our overall visual design.
This manual will review many of the new elements of our brand, but we must never forget it’s the people of Jefferson who are critical to fulfilling our brand promise. Our brand is the result of everything we do at Jefferson—from the way we speak, to the way we treat each other, our patients, students and visitors.
Moving forward, how we communicate will help us position this transformative brand to meet the challenges of a constantly changing marketplace.
WHAT IS A BRAND?
A brand is comprised of the values and perceptions we want our audience to associate with our name. It starts with what we set out to achieve, and grows to represent our core values and personality. A strong brand helps us “connect” with our target audience, while enhancing our competitiveness in the marketplace.
BRAND PLATFORM
The brand platform is the combination of Jefferson’s mission, vision, values and attributes to create an overall positioning or “brand promise” that is refined into a single message—who we are and what we are striving to become. The brand platform guides the development of our collateral materials and the way we position ourselves and communicate about our organization.
IDENTITY OVERVIEW
As we lead the changing healthcare landscape, it’s even more critical for Jefferson to showcase its brand—an identity that demonstrates our strengths, and positions us for the future. Our brand is more than just a new logo. It’s made up of many visual elements and touch points that convey exactly who we are and what we do. From the fonts and imagery we choose, to the way we describe and position ourselves in the marketplace.
Building increased recognition of the Jefferson brand is a vital component of our strategic vision. Our success depends on how we use our images and messages to depict and reinforce the brand. These visual and verbal links build awareness and recognition and serve to underscore the Jefferson brand value and personality. Perhaps more importantly, this helps position us in the hearts and minds of our community. This positioning is essential so we are always in our target audiences’ “consideration set” as they are poised to make a healthcare decision.
ファイル:
情報
作成日
2014年10月12日(日)08:00
変更
1999年12月30日(木)19:00
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4.23 Mb
作成者:
BrandEBook.com
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ファイル
10
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