G R A P H I C S TA N D A R D S M A N U A L

© 2005 New York Blood Center

TA B L E O F C O N T E N T S

Introduction 2

The Logos 4

Logo Colors 8

Clear Space 10

Minimum Size 11

Logo Usage 12

Incorrect Logo Usage 14

Stationery 16

Presentation Templates 18

Other Communications Vehicles 22

2

INTRODUCTION

This graphic standards manual provides guidelines for visually representing New York Blood
Center brands.

There are many services included under New York Blood Center and Blood Services brand
names. In describing these services as brands and representing the brands as logos, we aim
to convey a distinctive, memorable and consistent image to our audiences.

These guidelines are primarily intended to ensure consistency in the way we represent our
brands. The value of consistency extends beyond aesthetics. Consistently reproducing and
using the logo helps build and maintain familiarity and trust. Improper and inconsistent
reproduction and use could confuse our donors, supporters, customers, researchers and
employees, and erode their trust in our organization.

Please give this manual to any organization that intends to create materials that display our
logos. Universal compliance with these standards is critical to our maintaining a consistent
brand image.

We recognize that creative design solutions are important to effective marketing communications,
so an effort has been made to allow a great deal of design flexibility in these guidelines, without
sacrificing consistency. If you require greater flexibility than these standards allow, please
contact a member of the Brand Champion Project Team to discuss how we can work together
to accommodate your needs:

Brand Champion Project Team (as of Q1, 2005)

Rich Miller-Murphy (212) 570-3101(Leader)

Dominick DellaMarco (516) 478-5047
Pascal George (212) 570-3147
Barry Greene (212) 570-3034
Linda Levi (212) 468-2001
Chris Lewis (212) 570-3297
Harvey Schaffler (516) 478-5021
 3

This manual specifies typography and overall usage of the New York Blood Center logo and
functional area logos in different sizes and configurations on different color backgrounds. It
reviews several specific uses of the logos:

• Letterhead
• #10 envelope
• Mailing label
• Business card
• One-page presentation template in Microsoft® Word
• Templates for PowerPoint® presentations

It also includes suggestions for application of logo and corporate design elements to common
communications vehicles:

• Covers of 4”x 9” brochures (“slim-jims”)

• Front pages of newsletters

There is an unlimited number of items on which New York Blood Center graphic elements
could be displayed. These graphic standards apply to every conceivable use of our graphic
elements, whether produced by the New York Blood Center or by our partner organizations.
That includes, but is not limited to:

• Vehicles • Web sites

• Specialties (Coffee mugs, shirts, pens, etc.) • Emails
• Banners • Signs
• Flags • Trade show exhibits

The CD-ROM inside the front cover contains the following files:

• PDF of entire graphic standards manual

• Digital files of logos in EPS, EMF, TIFF, JPEG, GIF and BMP formats
• Digital files for documents that have previously been offset printed: letterhead, envelope,
label, business card and color logo on landscape-oriented sheet
• Digital files of templates for Microsoft Word and PowerPoint presentations

Please note that some of the files were created using professional graphic design applications
such as Adobe®InDesign®, Adobe Illustrator® and Adobe Photoshop®. These files are intended
for you to give to professional graphic artists, who use these applications regularly. Unless you
have these applications installed on your computer, you will not be able to open and view any
of the EPS files, nor the files that are intended for offset printing.
4

THE LOGOS

Our logos are a symbolic representation of our organization and its mission. Just as our mission
does not change for different audiences, our logos should remain constant. New York Blood
Center logos feature a vial symbol–an illustration of a vial containing a droplet of blood. The
blood droplet represents our continuing commitment to provide the highest-quality blood
transfusion products and services. The vial represents our leading-edge research, innovation
and education.

Components of Logo

In addition to the vial symbol, the logo consists of a name, and sometimes a division descriptor
or functional area.The name is represented in either one bold typeface (Futura® Extra Bold), or
in two typefaces, with the first part of the name bold and the second part of the name italic (ITC
Berkeley Oldstyle ® Book Italic). Please note that as of 2005, the division descriptor has been
revised, with the elimination of the word “the”. (The previous descriptor was “A Division of
the New York Blood Center”.)

Name on One Line

Vial Symbol Bold Portion of Name Italic Portion of Name

Division Descriptor

Name Stacked on Two Lines

 5

Functional Area Logos

New York Blood Center is a large, decentralized, matrix organization, and consists of several
functional areas. Our strength comes from our ability to function well as a team, with each
team member contributing to the joint effort. The same could be said of our logos. Each logo
design features some words more prominently than others. Those choices are conscious and
intentional, and should be preserved in reproduction of the logos.
6

Functional Area Logos in Combination with the New York Blood Center Logo

You may use the following one-line functional area logos only when the New York Blood Center
logo is visible nearby and the logos appear in the following manner: all functional area logos are
displayed together; or all five Blood Services logos are displayed together; or any or all of the
Medical Services or Research logos are displayed.

Blood Services

Medical Services

Research
 7

The National Cord Blood Program has two logos, one with the vial symbol, the other in the
shape of a rectangular box. The version with the vial symbol is preferred. The rectangular box
version is only to be used in communications pieces that deal exclusively with that program.
Wherever the box version appears, the New York Blood Center logo must accompany it.

The logos must be reproduced in the proportions shown here, and in the colors shown on page
8. While there are several components of each logo, the components are always combined in
a single graphic, and not reproduced in pieces. Specifically, the vial symbol is not “the logo,”
and is not generally to be displayed on its own, separated from the name. However, to provide
graphic impact, the vial symbol may be employed as a separate graphic element, if the logo
is also displayed nearby. The logos and elements should not be redrawn, retyped or otherwise
modified. (It is worth noting that the illustration of the vial symbol on the cover of this manual
violates this guideline. An exception was made because the illustration, which represents the
creation of the logo, is unlikely to be confused with the actual logo by the small number of New
York Blood Center employees and graphic designers who will use this manual.)

Of all the logo files on the attached CD-ROM, only the EPS (Encapsulated PostScript ® and
EMF (Enhanced MetaFile) files are suitable for enlargement. Enlarging the logos in any of the
other formats will make the edges of the logos appear jagged. Any of the logos may be resized
down to the minimum size indicated on page 11 of this manual. Be careful when resizing to
maintain the proportions of the logo (the ratio between the logo’s width and height, or aspect
ratio). In Microsoft Word and PowerPoint you can maintain the proportions by holding down an
additional designated key while dragging the corner sizing box. Please see Microsoft Help for
specific “resizing” instructions.

The logos on any promotional materials you produce should be copied directly from the digital
file on the enclosed CD-ROM. If the CD-ROM is missing, additional CD-ROMs are available
from the Brand Champion Project Team listed on page 4.

This branding guide will refer generally to the New York Blood Center logo, not to each of the
various “Services” and “Program” logos. This is done for the sake of simplicity only; all these
standards are intended to apply to each logo.
8

LOGO COLORS

New York Blood Center logos use three colors:

PANTONE®* 185 red PANTONE 287 blue Process Black

PANTONE colors, also known as “spot” colors, are created by commercial printers using
special inks. You can easily communicate the logo colors to graphic artists and printers simply
by telling them the PANTONE numbers.

Commercial printers can also approximate these “spot” colors by blending four “process”
colors (cyan, magenta, yellow and black) just the way a color desktop printer does. Graphics
professionals also refer to “process” colors as CMYK. This manual was printed with “process”
colors, which only approximate the proper PANTONE Color Standards. The percentages of
“process” colors used to create the logos are shown below.

On computer monitors, colors are produced yet another way, by combining red, green and blue
(RGB). Below you will see the combination of RGB colors used in New York Blood Center logos.

Never judge colors on printed pieces by comparing them to colors as they appear on your
monitor, because every monitor displays colors differently.

The colors printed below are for orientation purposes only. For best results in producing
accurate colors, do not try to match the colors as you see them printed on this page. Instead,
use the digital files on the CD-ROM included with this manual, which contain exact PANTONE
colors and their CYMK and RGB equivalents.

When it comes to color, there is no consistency from one desktop printer to another. For that
reason, it is always advisable to have materials intended for external distribution printed by a
commercial printer.

*PANTONE is a registered trademark of Pantone, Inc.

PANTONE: 185 PANTONE: 287 Process Black

CMYK: 00 91 76 00 CMYK: 100 69 00 11 CMYK: 00 00 00 100
RGB: 195 52 62 RGB: 54 71 139 RGB: 000 000 000
 9

Color

Red and Black

Black
10

C L E A R S PA C E

The logo is to be used as a signature, separated physically from other graphics and text and
visually set apart so that it is prominent.

The minimal clear space to be provided around the logo is twice the height of the tallest bold
capital letter in the name, as shown below.

Due to space constraints in PowerPoint, Internet and other electronic presentations, the minimal
clear space to be provided in those media is the height of the tallest bold capital letter.
 11

MINIMUM SIZE

Do not reproduce the logos smaller than the sizes below.

3 /8”

1/8”
12

LOGO USAGE

Standard Color Logo

Use the Standard Color Logo only on a

white background.

Red and Black Logo

While the Standard Color Logo is preferred,

the Red and Black Logo may also be used
on a white background.

Black Logo

Use the Black Logo on light-colored

backgrounds.
 13

Logo Reversed Out in White

Against dark backgrounds, the logo

should be reversed out in white, or the
vial displayed in red and the name in
white, as shown below.
14

INCORRECT LOGO USAGE

Do not reproduce the name without the

vial symbol.

Do not print color logo on color paper

or on other color backgrounds.

Do not print graphics or type over the logo.

Do not change the proportions of the logo.

 15

Do not change the colors.

Do not use any drop shadows.

Do not print the logo over images that

make the logo hard to read.
16

S TAT I O N E R Y

Printed stationery for each functional area of New York

Blood Center can be obtained by filling out a purchase
requisition and submitting the signed copy to the
New York Blood Center Purchasing Department
(212-570-3297). The CD-ROM attached inside the
front cover contains digital versions of that stationery
for reprinting.

Letterhead
- 5/8” from top of page to baseline of name
- Name and address are 5/8” from left side of page
- Address in ITC Berkeley Oldstyle ® Book Italic
- 3/8” from baseline of bold part of logo name
to baseline of first line of address
- Addresses are always flush left under logo,
leaving symbols hanging

#10 Envelope
- 3/8” from top of envelope to baseline of type
- Name and address are 3/8” from left side of envelope

Mailing Label
- 3/8” from top of label to baseline of name
- 3/8” from left side of label

Business Card
- 5/32” from top of card to top of caps in employee name
- Logo is 3/4” from left edge of card
- 13/16” from top of card to top of bold caps in logo name
- All type is flush left leaving vial symbol hanging
- Lowest line of type is 5/32” from baseline of type to
bottom of card
Letterhead

5/8” 5/8”

3/8”
525 Executive Boulevard, Elmsford, NY 10523
Phone 914 / 784-4600 Fax 914 / 784-4638
www.nybloodcenter.org

Envelope

3/8”

3/8”
3/8”
525 Executive Boulevard
Elmsford, NY 10523
www.nybloodcenter.org
Mailing Label

3/8”

3/8”
3/8” 525 Executive Boulevard
Elmsford, NY 10523
www.nybloodcenter.org

Business Card
5/32”
John Doe
Administrative Assistant
13/16”
Corporate Development

3/4” 525 Executive Boulevard, Elmsford, NY 10523

Phone 914 / 784-4600, Fax 914 / 784-4638
Cell 914 / 784-4601, Pager 914 / 784-4602
E-mail jdoe@nybloodcenter.org
www.nybloodcenter.org
5/32”
18

P R E S E N TAT I O N T E M P L AT E S

Desktop publishing technology has advanced to the point where you are able to create attractive
promotional materials using Microsoft Word and PowerPoint and an office color printer. One
of the most powerful uses of those resources is to create customized presentations. On the
enclosed CD-ROM, you will find Microsoft Word and PowerPoint templates you can use to write
and print on your desktop. While you can achieve impressive results laying out documents in
Word and PowerPoint, larger projects are still best handled by graphic designers. Designers will
save you time and create more professional-looking pieces. Furthermore, designers use page
layout applications such as QuarkXPress® and Adobe InDesign, which are better suited than
Word or PowerPoint for commercial printing.

Templates for PowerPoint presentations

For your convenience, there are PowerPoint templates for most of our functional areas, with
logos already in place. Sometimes it is necessary to print a PowerPoint presentation on a
black and white printer. There is now a supply of blank paper with color logos pre-printed in
landscape orientation as shown on the opposite page. Please contact New York Blood Center’s
Purchasing Department or a member of the Brand Champion Project Team to obtain the
quantities you need.

Presentation Templates in Microsoft Word

The CD-ROM also contains customized Word templates with logos in place for each functional
area.

Examples in the manual are not actual size. Follow the written specifications for type sizes and
spacing.
Template for PowerPoint Presentations

The Health Of Our Communities

• Letter from the Chairman and the President 19

• The Quest for Self-Sufficiency

• Blood Services
• Serving Patients and Hospitals
• Patient, Hospital and NYBC
• Clinical Services

Pre-Printed Logos in Landscape Orientation

Presentation Template in Microsoft Word – First Page

1” 5/8”

9/16”
Presentation Template in Microsoft Word – Second Page

5/8”

3/16”

5/8”
22

O T H E R C O M M U N I C AT I O N S V E H I C L E S

Here are some grids that may help you 4” x 9” Brochures

create pieces that are distinctive, yet
consistent with other New York Blood Center
communications. We are not asking you to 5/8” 5/8”

adopt any of these grids. The actual design of

these pieces is up to you and your designer,
and is outside the scope of this manual. 3/4”

These grids are intended to illustrate how

you can establish a standard page layout to
guide the design of every piece you create.
Headings, text and
The more consistent our communications, images go here.
the greater the sense of dependability
and professionalism we will convey to our
audiences.

4” x 9” Brochures
You may wish to provide more detailed
information than will fit on a one-page
presentation. A standard-size 4”x 9” folded
brochure is an excellent way to do so.

Newsletters
New York Blood Center currently publishes
three major newsletters: Blood, Sweat and
Cheers (for employees); Lifesaver News (for
donors); and Working Together (for volunteer
leaders), each with its own distinctive look.
Over the coming months, you will begin
to notice a more consistent design among
these newsletters. If you plan to launch a
newsletter, please coordinate with the Director
of Communications to be sure your design is
consistent with the design of other New York
Blood Center publications.

1/2”
Newsletter

1/2”

5/8” 5/8”

Masthead goes here.

1/4 of entire height

1/2”

Headings, text and

images go here.

3 columns

2 columns

1/2”
© 2005 New York Blood Center