MemorialCare Brand ID
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Our design system is where all of the elements in our design toolbox—logo, shape, color, photography, pattern, graphic elements, space and texture—come together to tell the complete MemorialCare brand identity story. The MemorialCare design system reflects our transformation and growth, appeals to our changing demographic, supports our brand platform and acts as a unifying, simple and differentiating visual system. Used consistently and within our guidelines, the design system is an opportunity to deepen the impact, recognition and uniqueness of our brand.
The spirit of connection, care and progress rooted in history is brought to life in our “connections for a lifetime” graphic. Inspired by our logo, the strong, simple shapes overlap to create a connection and an enveloping frame or holder for photography or graphic elements. The upward angle of our graphics is directional and positive, while the rounded corners feel friendly and welcoming. Our “connections for a lifetime” photo shape & graphic work with our logo, colors, imagery and typography to create this unique, unifying and recognizable visual identity system. While it is most important to use our “connections for a lifetime” photo shape on high-visibility applications, you should apply it wherever possible to establish and reinforce our visual identity. If we use the graphic correctly and consistently, our audiences will recognize our materials even before they see our name or logo.
For all public-facing materials, we are transitioning to using only the new lifetime photo shape.
We are transitioning our lifetime graphics to internal use only.
The main method for integrating our “shape” with a photo involves using a gradient element positioned either over or under the image. When applying the purple gradient over a photo, make sure it is not too overpowering. NOTE: When creating digital media be sure to use an RGB image with the RGB formulas for the gradient and colors. For print media use CMYK formulas.
Adobe InDesign | Adobe Illustrator | Adobe Photoshop
Create shape in InDesign, filled with the purple gradient color. See the “Creating lifetime shape in InDesign” section on how to create this shape in InDesign
Place photo inside shape.
First, select the photo (not the shape). Then, using the direct selection tool, make the gradient. Choose an area of the photo where it won’t affect the main content.
Mask photo with shape
Duplicate shape without the photo and place it in the same spot, fill with gradient of 100% opacity (purple gradient color) to 0% opacity (purple gradient color).
Use the gradient tool to create a gradient. Choose an area of the photo where it won’t affect the content area.
Mask photo with the lifetime shape.
Duplicate the shape layer without the photo and place it in the same spot, fill with a basic gradient, foreground to transparent of the purple gradient color.
Use the gradient tool to create a gradient. Choose an area of the photo where it won’t affect the main content.
Some instances may require a second, stronger gradient to extend the image area and to place a headline over it; see below for specifications.
Also on the right side, below are samples of where the shape can be placed. The shape can also be placed with the flat edge being at the bottom, bleeding off the page.
Our “connections for a lifetime” graphic is made from rounded-corner rectangles. The basic steps shown here are the foundation for creating the “connections for a lifetime” graphic on applications. The instructions here are tailored for a letter-size graphic. Please make your artwork at this size and scale proportionately to the size you need in your application. Ultimately, you will also need to crop accordingly.
The purpose of our identity guidelines is to help establish and maintain the “branded” look and feel of our communication materials. Every application of our brand identity elements should work to unify and strengthen our communications family with visual clarity and impact. All of the MemorialCare design principles and elements, including the logo, typography, color, photography and “connections for a lifetime” graphic, are reflected in the application examples shown here. The examples are illustrations of design intent; use them as an inspiration and/or visual guide for creating additional materials, as required.
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