Untitled Document

Purpose of this Style Guide

To ensure the integrity of the SLUCare Physician Group identity and to guarantee that it will be reproduced accurately and consistently, the following guidelines have been developed.

RESOURCES

SLUCare Logo
SLUCare Standard Logo Pantone 293c (*.png) SLUCare Standard Logo Black & White (*png)
SLUCare Standard Logo Vector (*.eps) SLUCare Standard Logo B&W Vector (*.eps)
Word Mark Tools
SLUCare Word Mark Pantone 293 (*.png) SLUCare PowerPoint Template
SLUCare Word Mark B&W (*.png)
SLUCare Word Mark Vector (*.eps)

Section Links


Logo and Components

SLUCare Logo

The SLUCare Physician Group logo is composed of the Saint Louis University fleur-di-lis and logotype.


Because of the many possible uses and technologies used to reproduce the logo, there is a limited variety of logo design configurations. Use the version best suited for your needs. Do not create a logo for any new division, clinic, product or service. Under no circumstances should any logo be reproduced other than from approved logo artwork. Doing so ensures protection of the legally registered SLUCare Physician Group trademark.


Our logo is the single strongest visual element used to promote the SLUCare Physician Group brand. Therefore, it must be used consistently and correctly to effectively build awareness. The logo must be applied with the following standards to ensure consistency and visibility and to achieve the physician group's communication and awareness goals.

New Logo Usage

Per Saint Louis University's graphic standards guidelines, no department, clinic or center may develop or use a logo outside of the University's standards. See Naming Convention section for additional information on naming a new clinic, center, program or service within SLUCare.

CO-BRANDING NOTE: Do not use the SLUCare Physician Group logo with other third-party logos. Co-branding is done with external organizations, and an agreement must be reached before co-branding materials are created. 

SLUCare One-Color Logo
One Color (Pantone 293c)

SLUCare Physician Group Logo, black and white

Black & White

SLUCare Physician Group Logo Reversed, one color

Reverse 

 

Clear Space

 

SLUCare Logo Clear Space

Full height of S

 The clear space is the protected area surrounding the four sides of the SLUCare Physician Group logo on all printed and electronic materials.


Recommended Sizes

The message and medium should determine logo size. For visual consistency among print communications, the logo sizes shown here are standard. Do not use the logo smaller than .875 inches tall.

sm Slucare Logo

Standard Size Collateral: 2 x .875 inches

SLUCare Logo
Large Size Collateral:
3 x 1.25 inches

 

Logo Placement


The preferred logo placement on printed materials is the lower right corner of the page. If an upper placement is required, then the preferred placement is the upper left corner of the page.

Logo placement icons

The logo should be used as an opening element (appearing on the cover) when possible. The logo can also be used as a closing element (back panel) when necessary. Avoid overuse of the logo.

Preferred Logo Placement

Preferred logo placement

Leave a ½-inch margin at the bottom when centering the SLUCare Provider Group logo.

Secondary Logo Placement

Secondary placement

Wordmark Logo


Because of the intricacies and size limitations of the Saint Louis University crest, there are instances when use of the SLUCare wordmark (sans SLU crest) are preferred.

The wordmark is a graphic element, not a type style. Do not type it or use it in a sentence or body copy. The wordmark may not be combined with other graphic elements. Color, screen values are the same as the logo.

Two Wordmark Options

Horizontal Wordmark Specifications

SLUCare Word Mark, Horizontal
Physician Group height equal to lowercase "a-r-e" in SLUCare.

Centered Wordmark Specifications

SLUCare Wordmark, Centered

Clear Space

Clear space, SLUCare Wordmark

Leave a buffer space the height of the capital letter "S" between the wordmark and other graphic elements or the edge of the page/screen.

Placement

Place the wordmark (or wordmark/clinic combination) at the top or bottom of the page/screen, where the wordmark isn't overshadowed by other elements.

Use in Print

Minimum size of the word "SLUCare":

  • 7/8" (.875"): for paper sizes 3" x 5" and larger.
  • (.625"): for paper sizes smaller than 3" x 5".
  • On larger pieces, such as a banner, the wordmark should be legible and prominent.
  • In wordmark/clinic combos, the clinic name must not exceed the width of the wordmark and the combination of a unit name and wordmark may be no taller than it is wide.

 

Creative Standard

Color Palette

 

SLUCare Color Scheme

Rack Card

Rack card example

Glowing Fleur-de-Lis

The glowing fleur-de-lis is NOT a logo and should not be used as such. The glowing fleur-de-lis is a graphic element used to reinforce SLUCare's relationship to Saint Louis University, the School of Medicine and cutting-edge medical school practice. Launched under the Informed Medicine campaign, the glowing fleur-de-lis is the exclusive property of SLUCare Physician Group and is not to be used in any other area of the University. Use only at the discretion of SLUCare Marketing.

The glowing fleur-de-lis can be used on color blocks, white space and over photographs. The fleur should be transparent like a watermark at the top of a page or column. It should not serve as a dominant image, or when used over a photograph blocking a person's face.

Graphic example of Glowing Fleur-de-lis

FX: Directional Blur

MODE: Screen

OPACITY: 60-75%

Naming Convention

Guiding Principles

  1. The master brand name will precede descriptions.
  2. Names should be simple and easy to understand.
  3. Names will reflect the service provided. The public should understand the name without need for explanation.
  4. Names will be consistent with our brand image. They will always be professional, respectful, never gimmicky and avoid the use of acronyms.
  5. Locations will be added on an as-needed basis.
Entity/ Service
Brand
Description
Noun Final Name
Sponsoring Body SLUCare Physician Group   SLUCare Physician Group
Department/Division SLUCare Dermatology   SLUCare Dermatology
Program SLUCare Sports Medicine SSM St. Mary's SLUCare Sports Medicine at SSM St. Mary's
Center SLUCare Sleep Disorders Center   SLUCare Sleep Disorders Center
Location SLUCare Physician Group Des Peres SLUCare Physician Group at Des Peres

Laboratory Coat Standards

  • Laboratory coats will have the embroidered SLUCare Physician Group logo on the right upper side.
  • Provider name and areas of specialty embroidered on the upper left side.
  • There is designated room on the left upper pocket of the coat for the academic patch if applicable.Accademic departments must provide their own patches to the lab coat vendor.

SLUCare Physician Group lab coat example.

If using a lab coat vendor that does not have the current SLUCare logo on file please have them contact SLUCare Marketing, stubblef@slu.edu, for the digitized logo along with approved thread color information.

Click to view Laboratory Coat Standards pdf.


Photography

Depicting SLUCare in Photography

Photography is one of the most powerful visual elements in the SLUCare brand identity. And as such, every image captured must be carefully considered to ensure an accurate and authentic representation of SLUCare's vibrancy and spirit.


Vibrancy is at the heart of the SLUCare brand identity. In photography, vibrancy is captured not only in color, but in composition, movement, depth and texture as well. The ideal image will inspire optimism and bring a genuine sense of joy, warmth and peace.


The following guidelines help ensure photography captures the desired SLUCare look and feel.

  • Subject matter should always include a person.
  • Natural poses and gestures provide a genuine quality.
  • Gestures should be relaxed and easy, expressing a comfortable, natural appearance.
  • Peering directly into the lens is suggested when a sense of honesty and directness is desired.
  • Use clothing and props as part of the composition. While not all physicians wear lab coats, it is important to do so when telling the SLUCare story. Lab coats establish several positive characteristics and emotions, easily recognized by the viewer.
  • Photos should convey good news and hope (smiles vs. no expression).
  • Showing compassion (a touch on the arm, etc.) exemplifies the SLUCare spirit. Doctors should look attentive and approachable.
  • Make sure there are no name badges or wrong logos on lab coats.

SLUCare photography examples

Things to Avoid:

  • Over-staging or studio settings
  • Unnecessary props or clutter

Environments and Backgrounds
People are naturally more comfortable in familiar surroundings. Use natural environments, whenever possible, to promote a comfortable appearance and reinforce authenticity in the photographic image.

Composition and Treatment
Composition goes beyond the individual subject. Look around the frame and background to find opportunities to enhance the subject. Care should be given to the composition of the shot as to how it best reflects SLUCare's brand, which is authentic, natural, optimistic and personal.

Camera Focus
A rack focus should be used to bring the focal point of the shot into higher relief. Foreground and/or background can fall out of focus to create a graphic framing for the shot (while still providing depth to the image).

The bokeh style emanating from a rack focus treatment is a key part of SLUCare photography. This subjective aesthetic quality of out-of-focus areas is achieved using light, shape and depth-of-field.

Lighting
Whenever possible, natural light should be used. When this isn't a possibility, additional lighting may be used to emulate natural light sources. Backlighting is always preferable to further illuminate and bring focus the subject.

 

Style and Usage

Quick Link: A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z

SLUCare Marketing, under the purview of the University's Department of Marketing and Communications, has prepared this guide to establish consistent style, spelling and usage for SLUCare-related names, places, titles, etc. It is intended for use by SLUCare Marketing and individuals who create content for their clinical web pages; it is not a dictionary. Please note there are differences between the general University guide and this SLUCare guide.


For general usage rules not addressed here, see the Associated Press Stylebook or the University's guide.


academic degrees -- In general, the use of academic degree abbreviations following names is limited to those at the doctoral level (M.D., Ph.D., Ed.D., D.Sc., etc.). Courtesy titles before full names (e.g., Dr.) are preferred. Never use both a courtesy title before a name and a degree abbreviation after a name. Do not use degree or licensure abbreviations that would be meaningless to the audience (LCSW, RPT, etc.). Always set all academic abbreviations off by commas.
Example: Dr. Jane Smith, professor of Dermatology at Saint Louis University School of Medicine, has discovered a new way to treat wrinkles. Dr. Smith will release her findings in a future Archives of Dermatology article.
Example: John Doe, M.D., is a SLUCare otolaryngologist who specializes in treating head and neck cancer.
 

acronyms -- In general, avoid acronyms on first reference.
 

addresses -- Use the abbreviations Ave., Blvd. and St. only with a numbered address. Spell out and capitalize when part of a formal street name without a number. Lowercase and spell out when used alone or with more than one street name. Always use figures for an address number. Spell out and capitalize First through Ninth when used as street names. Use figures with two letters for 10th and above. Abbreviate compass points used to indicate directional ends of a street or quadrants of a city in a numbered address. Do not abbreviate if the number is omitted.
Examples: One Grand Blvd. / Grand Boulevard / 7 Fifth Ave. / 100 21st St.

a.m. -- Always use lowercase letters and periods.

ampersands -- Avoid using unless part of an official name, such as the Department of Neurology & Psychiatry. Use "and" instead.

area codes -- See phone numbers.

bachelor's degree -- See academic degrees.

board certified vs. board-certified -- Hyphenate when used as a compound adjective before a noun: "board-certified physicians." For other uses, drop the hyphen: "Dr. Smith is board certified in Pediatrics."

Boulevard -- Abbreviate "Blvd." only with a numbered address.

Cancer Center -- Officially Saint Louis University Cancer Center. Cancer Center is acceptable on second reference.

capitalization -- Capitalize all schools, colleges and academic centers: The College of Arts and Sciences; the School of Medicine; the Center for Advanced Dental Education. Do not capitalize if you reverse the order: the law school, the medical school, etc. Departments, divisions and offices also should be capitalized. Please note that this is in contrast to the University style.

Cardinal Glennon Children's Medical Center Former name. Now called "SSM Health Cardinal Glennon Children's Hospital." Cardinal Glennon acceptable on second reference.

Catholic, Jesuit -- Use these terms in this order when describing the University.

college -- Lowercase when it stands alone, even when referring back to a specific college.

departments -- The 15 clinical departments of SLUCare are: Anesthesiology; Family and Community Medicine; Dermatology; Internal Medicine; Neurology & Psychiatry; Neurosurgery; Obstetrics, Gynecology and Women's Health; Ophthalmology; Orthopaedic Surgery; Otolaryngology - Head and Neck Surgery; Pathology; Pediatrics; Radiation Oncology; Radiology; and Surgery. Capitalize all official department names. Example: "The Department of Radiation Oncology features board-certified physicians" but "The Radiation Oncology department features board-certified physicians." In addition, when referring to multiple departments, do not capitalize the word "departments." Example: "The departments of Dermatology and Surgery feature board-certified physicians and surgeons."

Desloge Towers -- Affiliated with Saint Louis University. Located at SSM Health Saint Louis University Hospital.

divisions -- The divisions of Saint Louis University School of Medicine are led by directors, not chairpersons, and are capitalized. See departments.

doctorate -- Not doctoral degree. See academic degrees.

Doctors Office Building -- Located at 3660 Vista Ave. Note that there is no apostrophe in Doctors. DOB is acceptable on second reference.

Doisy Research Center -- Part of the School of Medicine complex.

email -- Not e-mail, in accordance with AP Style.

Edward A. Doisy Research Center -- Part of the School of Medicine complex. Also known simply as "Doisy Research Center."

Edward and Margaret Doisy College of Health Sciences -- Although this is the full name, Doisy College of Health Sciences is acceptable on first reference. Please note that this is not the name of the building where the college is housed.

entitled -- Means a right to do or have something. Do not use it to mean titled.

Find a Doctor -- Official name of the provider search tool used on slucare.edu.

fleur-de-lis -- Always hyphenate. Note that the plural is fleurs-de-lis.

For Your Health -- Official name of SLUCare e-newsletter, speaker series and podcasts.

health care -- Not healthcare. Exception: organizational names that use "healthcare."

HIPAA -- The Health Insurance Portability & Accountability Act of 1996. Also known as the Kennedy-Kassebaum Act. Requires improved efficiency in health care through electronic data interchange and protects patients' rights to confidentiality and security.

hyphenation -- As often as possible, avoid breaking words at the end of lines.

Joint Commission (formerly JCAHO) -- Do not capitalize "the" when referring to "the Joint Commission" in the middle of a sentence.

log on, log in, log off -- Two words, no hyphen when used as a verb.

log-in -- One word with a hyphen when used as an adjective: "log-in page."

master's degree -- See academic degrees.

Medical Center -- Formerly known as the Health Sciences Center, "Medical Center" describes the area clustered around Grand Boulevard and Caroline Street. Consists of the schools of Medicine and Public Health, Doisy College of Health Sciences, the School of Nursing, the Center for Advanced Dental Education, the Center for Health Care Ethics, Doisy Research Center and the buildings used by these units. This is not a distinct campus; SLU's two official campuses are St. Louis and Madrid.

medical school building -- Lowercase. Preferred term is Schwitalla Hall.

Mercy Hospital St. Louis -- Formerly St. John's Mercy Hospital.

mid-level provider -- Alternative term for nurse practitioners and physician assistants.

Midtown Area of St. Louis encompassing Grand Center and Saint Louis University. Always capitalize.

months and dates -- Spell out months. Do not use ordinals (1st, 2nd, etc.) in dates. (e.g., October 23; not October 23rd). Do not place a comma between a month and year when no individual date is specified (e.g., September 2014).

Neurology & Psychiatry --  Note the ampersand in this department's name.

OB/GYN -- Abbreviation for Obstetrics, Gynecology and Women's Health.

office -- See capitalization.

online -- One word, no hyphen.

orthopaedic -- Not orthopedic.

Otolaryngology – Head and Neck Surgery -- Use on first reference. "Otolaryngology" is acceptable on second reference.

over -- Use "more than" instead. Example: SLUCare physicians see more than 10,000 patients a year.

phone numbers -- Include area code in parentheses and use dashes, not periods. Example: (314) 977-4440. Exception: 800 numbers. Example: 1-866-977-4440.

p.m. -- Always use lowercase letters and periods.

Research Building -- No longer used. Instead, use Doisy Research Center.

room -- Capitalized only if followed by a number or if part of a proper noun. Examples: St. Louis Room; Room 39.

Saint Louis University -- "Saint" in Saint Louis University is always spelled out, and the entire name of the University is always used on first reference. You may substitute "the University" or "SLU" on second references.

Saint Louis University Cancer Center -- Cancer Center or the Center is acceptable on second reference. Please note that there is no "the" in the official title.

Saint Louis University Eye Institute -- Name no longer used. Use Department of Ophthalmology or SLUCare Ophthalmology instead.

SSM Health Saint Louis University Hospital -- Affiliated with Saint Louis University.

SSM Health Saint Louis University Hospital - South Campus -- Located at 1755 S. Grand. Formerly Anheuser-Busch Institute (ABI).

SSM Health Saint Louis University Hospital - West Pavilion -- Located at 3655 Vista Ave., this building houses Saint Louis University Cancer Center and many clinical areas.

SSM Health St. Mary's Hospital - St. Louis -- Official name. Formerly SSM St. Mary's Health Center. 

Salus Center

School of Medicine -- Always use the full name on first reference. Capitalized only when the full name is used: "medical school." Housed in Schwitalla Hall. Do not abbreviate as "SOM."

Schwitalla Hall -- The preferred name for the building in which the School of Medicine is housed. Also known informally as the medical school building.

seasons -- Lowercase winter, spring, summer and fall when describing a season of the year or a specific semester.

SLU -- Acceptable abbreviation for Saint Louis University on second reference. Always spell out Saint Louis University on first reference.

SLUCare Physician Group -- The official name of the physicians of Saint Louis University. "SLU" is always capitalized, and "Care" always begins with an uppercase "C." SLUCare is always printed as one word with no space.

SLUCare Sleep Disorders Center

SSM Health Cardinal Glennon Children's Hospital -- Affiliated with Saint Louis University. Cardinal Glennon is acceptable on second reference.

states -- Use AP style for state names in text. When using states as part of an address or with a city, use AP abbreviations. The following eight states never are abbreviated in text: Alaska, Hawaii, Idaho, Iowa, Maine, Ohio, Texas and Utah. 

streets -- Use AP style for streets in text; also see addresses.

time -- Use lowercase and periods for a.m. and p.m. For times at the top of the hour, do not include minutes: 5 p.m., not 5:00 p.m. For time ranges exclusively in a.m. or p.m., include only one qualifier: 5 - 7 p.m., not 5 p.m. - 7 p.m.

time element -- Information for events should be written in this order: time, date, place. When possible, use the day of the week for upcoming events. Example: The group will meet at 3 p.m. Tuesday, September 12, in Room 111 of the Learning Resources Center.

titled -- Use it to mean the name of a work or event. Do not use it to mean entitled.

titles -- Always capitalized when they occur before the name: University President Fred Pestello; Dean Phil Alderson. They are never capitalized when occurring after the name or in no direct relation to a name: Adrian Di Bisceglie, M.D., chairman of the Department of Internal Medicine at Saint Louis University School of Medicine. Also see capitalization.

toward -- Not "towards." Example: We are working toward a solution.

University -- Always capitalized when it refers to Saint Louis University. Example: The University's enrollment is up. Lowercase when it refers to the generic. Example: She wants to attend a university. Note that the University's individual schools and colleges are not capitalized when referred to as "the school" or "the college." This capitalization exception applies to University only.

University Tower -- Previously University Club Tower.

U.S.News & World Report -- When using the full name, note that there is no space between "U.S." and "News" and an ampersand is used. When using the abbreviation U.S. News, there is a space between "U.S." and "News."

website -- Not web site or Web site.

X-ray -- Note the uppercase "X" and lowercase "r."

 

Brand Voice


The SLUCare Voice: Expertise, Plus Compassion

As an academic medical practice, SLUCare Physician Group is at the forefront of medical research. Our doctors are among the most highly trained in their respective fields. Many are known nationally — even internationally — for their work, whether in research or innovative patient care. Our doctors are educating the next generation of physicians.


All of this enables us to express a tone of leadership in copy. However, take care to not come across as condescending or exaggerating the truth.


Yes: "Our physicians are among the first to use this breakthrough surgical technique."
No: "Other physicians simply can't match our level of expertise."


In addition to expert medical care, patients want to be heard by their physicians. And research tells us SLUCare patients believe our doctors deliver on these two important criteria.

Whenever possible and appropriate, infuse copy with the message that SLUCare patients have a voice in their care because our physicians take the time to listen and educate patients about their treatment options.

ALWAYS Respect the Audience

  • In all your writing, be factual and clear.
  • Write at a level your audience can understand.
    • For consumers: Avoid confusing medical terminology. If a technical term must be used, provide clarification. Example: "Dr. Glaser is a world-renowned expert in hyperhidrosis (excessive sweating)."
    • For professionals (i.e., referring physicians): Use medical terminology as appropriate.
  • Be concise.
  • Do not allow copy to become bogged down with details that overwhelm the audience and distract from your primary message.
    • Yes: "Dr. XYZ is a fellowship-trained surgeon, skilled in both functional and cosmetic procedures."
    • No: "Dr. XYZ trained under Dr. ABC as part of the Super Subspecialty Fellowship Program at Physicians Medical College."
  • Make copy easy to scan. Use bullet points, subheads, and bold calls to action.
  • On the Web, replace lengthy explanations with links to additional information.
  • Edit, edit, edit. Take out words that don't add meaning or value. (Frequent offenders include which, that, some, any and very.)

Digital

SLUCare.edu is the official website of SLUCare Physician Group. The purpose of the site is to inform consumers about SLUCare, our providers, services and locations. In addition, the site is equipped with interactive tools for consumer use, such as paying a bill online, logging into the MyChart patient portal, or requesting an appointment.


For certain specific departments (Pathology, Radiology), the target audience is referring physicians — not consumers. Copy in these areas can be more technical than in consumer-oriented areas of the site.

SLUCare.edu — not for residents

Even though SLUCare physicians are affiliated with Saint Louis University, the SLUCare site is NOT to be used for medical school content. The School of Medicine website is the proper online resource for faculty or resident information, such as reading lists and clinical publications.

PDFs

In general, SLUCare Marketing avoids posting PDFs on the website. PDFs are not searchable, nor do they display well on mobile devices, creating a poor user experience. In the rare exception when a PDF must be posted (a downloadable patient form, for example), it is the responsibility of the department or division to provide an up-to-date PDF to SLUCare Marketing for posting. SLUCare Marketing cannot edit or modify content contained within the PDF.

Linking to Outside Sites

When adding links to sites outside of SLUCare.edu, consider the audience. Do not link consumers to a site that is written for physicians. Make sure that the page you're linking to contains information that directly relates to the topic on the SLUCare page, thus adding value for the consumer. Any links to outside sites should open in a new tab.


Find a Doctor: Physician Profile Pages

Clinical Expertise section: This section is limited to three services or conditions, which appear alphabetically. (The tool is programmed to display this way, and the order cannot be changed.)

Biography section: Limit to 150 words or less. Minimize repetition from Credentialing. Use this section to tell what the General information tab does not. All bios should include a link to the provider's department, division or section page, as applicable.


Web Video

There are three types of SLUCare web videos:

  • Profile: Approximately 60 seconds of video featuring a SLUCare provider sharing what's unique about his or her practice
  • Feature: A longer video that highlights a particular service or treatment
  • Testimonial: Both patient and physician, telling a story about the patient's experience

SLUCare web videos should:

  • Tell an authentic story.
  • Use a natural setting with natural-looking light.
  • Apply few effects in post-production; let the content tell the story.
  • Add b-roll whenever appropriate; use it to enhance the viewer's understanding.
  • Video should only be as long as it needs to be.


Videos should always be centered on people.

  • When interviewing one person, remember the rule of thirds.
  • Subject should be facing into the frame, speaking to a person off-camera. Words spoken directly into a camera can be very powerful — use this technique sparingly.
  • When two or more people appear in the shot, make it obvious why there are multiple people on camera. Have the people interact or be sure to use sound bites from each person. When in doubt, interview each person separately.


Tone

  • Honest, but not extensive.
  • Intelligent, but not condescending.
  • Informative, but not dull.
  • Emotional, but not melodramatic.

Promoting the video

  • Videos should all be uploaded to the SLUCare YouTube channel.
  • Properly utilize video titles, descriptions and keywords to help your video to be found through searches.
  • Videos should be tagged to the appropriate playlists.
  • Whenever possible, share/embed the YouTube video rather than uploading the file in a new place. This assures that all engagement and video views are accounted for, and also makes it easier for the viewer to find another SLUCare video to watch at the end.


Architectural Signage

Architectural signage includes display of SLUCare logo/type and/or practice name on building exterior and suite/office interior. It does not include directional, office/room identification or directory signage.

Please contact Patrick D. Dalman, Manager, SLUCare Support Services, pdalman@slu.edu, (314) 977-6048, for help in coordinating sizing, placement and installation of architectural signage.


Wearables

A committee is currently reviewing faculty and staff wearables. Further information will be forthcoming.