Lakeland Marketing and Communications provides in-house Graphic Design services for the entire Spectrum Health Lakeland system. Please submit a triage form to be in the conversation about your project.
Consistent design presentation is very important to our brand. When the various brochures, flyers and printed materials all have the same design elements of fonts, colors, imagery and layout grid the brand is strengthened. This builds comfort and trust that Lakeland Health is a very professional organization that
pays attention to details, just as we can be trusted to pay attention to a patient’s detailed care plan.
Design Standards
It is important that all the materials we create have consistent, unifying elements. This makes them part of one family, much like human traits can identify an individual as part of a family. This is achieved through the use of color palette, typography and photography. The Marketing & Communications team considers a number of other factors in choosing design elements to ensure they communicate what our brand stands for.
The key consideration in design should be the audience we are attempting to attract. Our general audience is women 35 – 54, as women are the primary healthcare decision makers for themselves, their children, and their husbands, and often the primary support for parents.
The images we show play an important role in expressing our brand personality – heartfelt and caring, but backed up by serious health care expertise.
Studies have shown that we decide whether or not to trust an individual based on what we see. In addition, people relate to those who look ten years younger than their actual age, and that is how we see ourselves. Thus the choice of an image becomes very important.
Points of consideration in design:
- Logo standards are strictly followed. We place the logo in the lower right hand corner because people “read” a visual in a Z pattern and we want the logo to be the last, and thus lasting, impression (see Figure 1).
- We do not hyphenate at the end of a line.
- Lakeland Health and other proper terms are not to be split to two lines. We do not make Lakeland Health a possessive.
- We don’t use clip art. All imagery should reflect the high quality of care patients receive at our organization. Cartoons also do not represent our brand of highly competent professionals. An exception might be materials designed specifically for children.
- We use gradient washes in certain mediums, but not in newspaper print advertising, as we cannot count on the reproduction quality in a newspaper.
- A call to action should be included. The website with a direct url is the primary choice.
Click "Typography Guidelines" for a complete list of standards.