BCH Brand Guidelines V 11

Brand Style
Guidelines
v 1.1 | Jan. 2013
1
Table of contents
3 Boston Children’s Hospital brand

4 Writing style
5 Color palette
7 Logo with tagline
8 Logo clear space
9 Primary and secondary logo(s)
12 Logo with center, department and
program names
13 Logo color
15 Black-and-white logo
17 Logo placement
18 Stationery
19 Affiliated logos
20 Logo formats
21 Typography
23 Web-safe typeface
24 Imagery and photography style
26 Print layout examples
2
Boston Children’s Hospital brand
What is a brand? To maintain a consistent brand identity and increase

our name recognition worldwide, we have developed a
A brand is a promise, a set of comprehensive set of Boston Children’s Hospital logo and
perceptions about a business, service or brand standards. When using the Boston Children’s logos
product. or creating Boston Children’s marketing material, you must
adhere to these guidelines.
A brand is created in the minds of
stakeholders — based on a track record, Please contact the Boston Children’s Hospital
Marketing and Communications department at
which sets up future expectations.
creativeservices@childrens.harvard.edu if you have
any questions.
What is our brand?
Boston Children’s Hospital is a place
of tireless innovation, dedication and
optimism. A place that will continue to
lead; continue to learn; and continue
to relentlessly pursue the frontiers of
science, innovation, treatment and care.
When people experience our brand, they
should feel:
Confident that they are getting the

best care at the hands of experienced,
accomplished and knowledgeable
pediatric professionals.
Respected as partners in the healing

process.
Valued in everything we do.
Inspired by our passion and

commitment to pediatric healthcare . . .
Until every child is wellSM
To effectively represent our brand — in

words, pictures or design — we must do
so consistently, appropriately and with
a level of quality that reflects our high
standards.
This guide will provide you with the

guidelines, tools and resources to
effectively communicate the Boston
Children’s brand.
3
Boston Children’s Hospital writing style
In all our written communications, the When referring to the hospital, writers must
use “Boston Children’s Hospital” on first
Boston Children’s Hospital tone should
reference and “Boston Children’s” on all
reflect the optimism, innovation and subsequent references. It is necessary to
dedication that are fundamental to our include “Boston” to avoid confusion with
another children’s hospital. This convention
mission. While we are confident and does not apply to our satellite and network
knowledgeable, we must write in a way locations.
that is warm and approachable, never
The use of the acronym BCH is not
condescending. permitted.
Boston Children’s Hospital adheres to AP

style in all our official communications.
If you have any questions about our

writing style, please send an email to
creativeservices@childrens.harvard.edu.
4
Boston Children’s Hospital color palette
Primary colors USAGE: PRIMARY
Corporate colors are used for brand BOSTON BLUE BOSTON SKY WHITE
identity, marketing, correspondence,
letterhead and business cards.
WHITE TYPE
WHITE TYPE BOSTON BLUE TYPE
BOSTON SKY TYPE BOSTON BLACK TYPE
Pantone: 287C Pantone: 298C Pantone: White

CMYK: 100.75.2.18 CMYK: 67.2.0.0 CMYK: 0.0.0.0
RGB: 0.48.135 RGB: 65.182.230 RGB: 255.255.255
HEX: 003087 HEX: 41B6E6 HEX: FFFFFF
Secondary colors USAGE: SECONDARY
Along with the primary colors, BOSTON YELLOW BOSTON GREEN BOSTON INDIGO
secondary colors are used in marketing,

WHITE TYPE
signage and communications. BOSTON BLUE TYPE BOSTON BLUE TYPE
BOSTON BLACK TYPE BOSTON BLACK TYPE WHITE TYPE
Pantone: 130C Pantone: 377C Pantone: 633C
CMYK: 0.36.100.0 CMYK: 51.5.98.23 CMYK: 98.6.10.29
RGB: 242.169.0 RGB: 115.150.0 RGB: 0.115.150
When using type over these colors, HEX: F2A900 HEX: 739600 HEX: 007396
please refer to the type-color callout

BOSTON BAY BOSTON PINK BOSTON LAVENDER
over each color chip.
WHITE TYPE
BOSTON BLUE TYPE
WHITE TYPE BOSTON BLACK TYPE WHITE TYPE
Do not
Pantone: 7667C Pantone: 674C Pantone: 258C
CMYK: 68.51.20.0 CMYK: 14.79.0.0 CMYK: 53.79.0.0
No colors except Boston Black, White RGB: 110.124.160 RGB: 198.87.154 RGB: 140.71.153
HEX: 6E7CA0 HEX: C6579A HEX: 8C4799
and Boston Blue are authorized for logo
use (unless used as a background color
for the white logo, as on page 14).
5
Boston Children’s Hospital color palette
Tertiary colors USAGE: TERTIARY
Used to complement the secondary BOSTON MORNING BOSTON MEADOW BOSTON PURPLE
colors.
WHITE TYPE
BOSTON BLUE TYPE BOSTON BLUE TYPE
BOSTON BLACK TYPE BOSTON BLACK TYPE WHITE TYPE
When using type over these colors, Pantone: 120C Pantone: 367C Pantone: 242C
CMYK: 0.6.60.0 CMYK: 37.0.58.0 CMYK: 32.100.11.30
RGB: 251.219.101 RGB: 164.214.94 RGB: 128.34.95
please refer to the type-color callout HEX: FBDB65 HEX: A4D65E HEX: 80225F
over each color chip.

BOSTON WARM GRAY
Do not
WHITE TYPE
BOSTON BLUE TYPE
These colors are not authorized for logo BOSTON BLACK TYPE
use (unless used as a background color Pantone: 7528C

CMYK: 5.10.17.16
RGB: 197.185.172
for the white logo, as on page 14). HEX: C5B9AC
Auxiliary color USAGE: AUXILIARY
Only in one-color collateral (newsprint) BOSTON BLACK
should the logo be “Boston Black” (see
pages 15 and 16 for assets).

WHITE TYPE
Pantone: Black
CMYK: 0.0.0.100
RGB: 0.0.0
In the case that Boston Blue cannot be HEX: 000000
used in type, Boston Black should be
used as a substitute.
6
Boston Children’s Hospital logo with tagline
Our tagline “Until every child is wellSM” USAGE: PRIMARY
is a mission statement and a promise.

It speaks to our tireless commitment to
improving the lives of all our patients
and their families through top-quality
pediatric health care.
The tagline must be used on covers of

print pieces, on posters, on Web home
pages and in other prominent positions in
a variety of communications. The tagline USAGE: SECONDARY
must also be used with the logo for
external placements that would benefit
from the additional context it provides.
Use only the supplied files that contain
both the logo and descriptor for this
purpose.
USAGE: TERTIARY
The tagline must be followed with the

service mark symbol “SM“ whenever it is
used.
If design restrictions cannot be

reconciled with the logos provided, USAGE: QUATERNARY
please contact the Boston
Children’s Marketing and
Communications department at
7
Boston Children’s Hospital logo clear space
The Boston Children’s Hospital logo 1x
is best displayed when surrounded by 1x
1x 1x
a sufficiently large, clear space. This
drawing defines the minimum area that
must not be encroached on by other
graphic elements, text or the edge of the 1x
page or screen.
1x
1x
The minimum margin has been defined 1x
1x
by the x-height of the Boston Children’s

wordmark. 1x
1x
1x
1x 1x
1x
1x
1x
1x
1x
1x
8
Boston Children’s Hospital logo
Primary
The Boston Children’s Hospital logo is logo
the primary visual identifier of our brand. FOR USE ABOVE: 1" WIDE
It comprised of the nurse-and-child seal

and the Boston Children’s logotype.
The minimum size of the logo was

designed specifically for usage at very
small sizes and should be used only at the
sizes specified.
Do not logo
Do not change the logo’s original

artwork. Do not rebuild or distort the
logo. Do not change the logo colors. Do
not insert the logo into text.
Do not break apart the logo and use the

seal in isolation.
seal logotype
FOR USE: 0.5” - 0.99" WIDE
9
Shown at right are the three acceptable Secondary

configurations that have been designed logos
with specific proportions, typography
FOR USE ABOVE: 1.875" WIDE
and spacing between elements for
different uses.
Preference should always be given to

the primary logo (page 9). When the
primary logo cannot be accommodated,
a secondary logo may be used. The
secondary logos are shown here in order
of preference.
When it is necessary to use the logo FOR USE ABOVE: 0.75" WIDE
without the tagline, be sure that the

tagline is featured prominently
elsewhere on the piece.
Do not
These configurations should not be
altered in any way.
Only the variations pictured here should

be used. No other arrangements of the
FOR USE ABOVE: 1.625" WIDE
logo or wordmark should be created.
10
The minimum size of the logo was Secondary logos

designed for uses at very small sizes and minimum size
should be used only at the sizes specified.
FOR USE: 1.25” - 1.874" WIDE
Please refer to page 9 for usage
guidelines.
FOR USE: 0.375” - 0.74" WIDE
FOR USE: 1” - 1.624" WIDE
11
Boston Children’s Hospital
logo with center, department and program names
USAGE: PRIMARY
The Boston Children’s Hospital center,

DESIGNATED CENTERS
department and program names lock
up with the logo in a style similar to the
tagline. However, because wayfinding
is a key factor, the center names have
Heart Center
slightly more prominence.
DEPARTMENTS AND PROGRAMS
These lockups may be used on

print pieces, on posters, on Web
homepages, on signage and in other
prominent positions in a variety of
communications.
USAGE: SECONDARY
If any design solutions cannot be DESIGNATED CENTERS
reconciled with the logo lockups

provided, please contact the Boston
Children’s Marketing and
Communications department at
Do not
Do not combine the tagline with the
center, department or program names
in a way that deviates from these
examples.
USAGE: WITH TAGLINE
DESIGNATED CENTERS
12
Boston Children’s Hospital logo color
The reproduction of the Boston PRIMARY LOGO WITH TAGLINE
Children’s Hospital logo should always

be Boston Blue (see page 5 for details).
The only exception is when printing
black and white.
If the primary Boston Children’s logo

PRIMARY LOGO WITH TAGLINE
is reversed out (negative), the white
version of the logo should be used, and
it should always live on a background of
Boston Blue.
When using the primary logo with the

tagline, the same rules from above
apply, but the tagline is always Boston
Sky. If a one-color version of the primary
SECONDARY LOGO WITH TAGLINE SECONDARY LOGO WITH TAGLINE
logo with tagline is needed, please see
pages 15 and 16 for details.
13
Boston Children’s Hospital logo color
The reproduction of the Boston PRIMARY LOGO WITH CENTER NAME
Children’s Hospital logo with center

name should be Boston Blue with the
center name in Boston Sky.
If the primary Boston Children’s logo

is reversed out (negative), the white
version of the logo should be used, and
it should always live on a background
of Boston Blue. The center name in this PRIMARY LOGO WITH PROGRAM NAME
case would maintain the Boston Sky

color.
When the primary logo with center

name is used over a secondary or
tertiary color, the white version of the
logo should be used. In this case, both
the logo and center name would be
reversed out as white. PRIMARY LOGO WITH CENTER, DEPARTMENT OR PROGRAM NAME
OVER COLOR
14
black-and-white logo
The reproduction of the Boston LOGOS MINIMUM SIZE LOGOS
Children’s Hospital logo in color is the

preferred option, but in certain cases the
logo may be reproduced only in black or
white in black-and-white documents.
The logo can also be reversed out of

an image or printed black on an image,
depending on tonality.
The minimum size of the logo was

designed for usage at very small sizes and
should be used only at the sizes specified
on pages 9 and 11.
LOGOS WITH TAGLINE LOGOS WITH CENTER,

DEPARTMENT AND
PROGRAM NAMES
Heart Center
15
black-and-white logo
If the Boston Children’s logo is reversed

LOGOS MINIMUM SIZE LOGOS
out (negative), both elements of the logo
— the name and the image of the nurse
and child — are white. In cases where
the logo is used in conjunction with the
tagline or center name, those elements
would also be white.
LOGOS WITH TAGLINE LOGOS WITH CENTER,

DEPARTMENT AND
PROGRAM NAMES
16
Boston Children’s Hospital logo placement
Preference for the placement of the
Boston Children’s Hospital logo on any
size page is in the upper-left corner or
in the lower-left or lower-right corner.
17
Boston Children’s Hospital stationery
Boston Children’s Hospital stationery is

based on templates in which the logo James Mandell, MD Chief Executive Officer
Robert and Dana Smith Professor,
Professor of Surgery (Urology), Harvard Medical School
size and position are fixed, margins are 300 Longwood Avenue
Boston, MA 02115
established and type is set in the Museo 617-355-8555 | fax 617-730-0630
james.mandell@childrens.harvard.edu
Sans typeface. This gives a consistent

appearance to Boston Children’s
communications across all departments
and assures the recipients that what
they are receiving is authentic.
bostonchildrens.org
Boston Children’s stationery should be
ordered through Creative Services in
the Marketing and Communications
department by placing a printing
request at http://on.chbos.org/
James Mandell, MD Chief Executive Officer
creativeservicesform Robert and Dana Smith Professor, Professor of Surgery (Urology), Harvard Medical School
300 Longwood Avenue, Boston, MA 02115
617-355-8555 | fax 617-730-0630
james.mandell@childrens.harvard.edu | bostonchildrens.org
The layout has been designed to

accommodate varying quantities and
types of information. Creative Services
will work with you to find an appropriate
arrangement for personalized
information, but deviation
from the established stationery
templates is not permitted.
Marketing and Communications
300 Longwood Avenue, LM-6401, Boston, MA 02115
18
Boston Children’s Hospital affiliated logos
Boston Children’s Hospital is a Harvard

Medical School teaching hospital. This
distinction is represented by the logo on
the right.
19
Boston Children’s Hospital logo formats
Choosing the right logo file Applications Recommended Format
Image formats are usually separated

Four-color printed material: CMYK Logo
into two groups: vector-based images Publications EPS format
and bitmap images. As a rule of thumb, Advertisements
Brochures
vector images are preferred in print jobs
(magazines, brochures), and JPG or PNG Two-color printed material: PANTONE® Logo
Business cards EPS format
images are preferred in the digital world Printed stationery
(Microsoft Office and Web applications). Shipping boxes, labels, etc.
Black-and-white printed material: Black Logo/White Logo

The biggest difference between the two Publications EPS format
image groups is that only the vector- Advertisements
based images can be scaled to any size

Microsoft Office documents: RGB Logo
without deteriorating the quality of Microsoft Word JPG format
Microsoft PowerPoint PNG format
an image. Enlarging a JPG or PNG will
make its pixels visible, which will cause
Internet applications: RGB Logo
the image to lose its focus and become Web programs JPG format
Flash animations PNG format
blurry. It is because of this lack of
scalability that there are no logo originals
available in bitmap formats. Every time
a bitmap logo is needed, it should be
created on a case-by-case basis from a
vector image scaled to the required size.
In cases where a logo with a transparent

background is needed, use PNG format.
The Boston Children’s Hospital logos are

available in EPS (vector) file format.
The Boston Children’s logo files are

available in:
• CMYK colors (four color)
• PANTONE colors
• Black and white (white for
reversed out usage)
20
Boston Children’s Hospital typography
The consistent use of type contributes HEADLINE FONT: MUSEO 500
to our unique look and feel, making AaBbCcDdEe O12345 !?$/#

us easily distinguishable from other
AaBbCcDdEe O12345 !?$/#
institutions. ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 $&!?”/;:# 1234567890 $&!?”/;:#
The designated brand typefaces are

BODY COPY FONT: MUSEO SANS 300
Museo and Museo Sans. They have
a modern and crisp clarity, with an AaBbCcDdEe O12345 !?$/#

approachable feel. As a sturdy, low- AaBbCcDdEe O12345 !?$/#
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
contrast, geometric and highly legible
1234567890 $&!?”/;:# 1234567890 $&!?”/;:#
typeface, they are very well-suited for
display and text use.

Museo 500 is used for headlines and in

other situations where you want larger AaBbCcDdEe O12345 !?$/#
type to stand out from the standard abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 $&!?”/;:# 1234567890 $&!?”/;:#
brand typeface.

The color of the type should be Boston
Blue. In the case where Boston Blue
cannot be used, or an alternative

is needed, use Boston Black as a
1234567890 $&!?”/;:# 1234567890 $&!?”/;:#
substitute. See pages 5 and 6 for details.

1234567890 $&!?”/;:# 1234567890 $&!?”/;:#
See page 23 for Web-safe typeface
options.
21
Boston Children’s Hospital typography
The various fonts of the Museo and
Museo Sans typefaces are associated
with specific uses. An example is shown
at right.
HEADLINE:
MUSEO 500
Creating lasting
SUBHEAD:
MUSEO SANS
900
connections.
PROIN VEHICULA IPSUM ANTE.
BODY COPY:
MUSEO SANS
300 Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Suspendisse tristique velit id lorem fermentum
pulvinar. Proin vehicula ipsum ante.
PULL QUOTE:
MUSEO SANS
300 ITALIC “Aenean sit amet enim vel felis porttitor laoreet.
Nulla dignissim volutpat odio quis bibendum. Nunc
imperdiet porttitor lacinia.”
-Egestas Vitae
BY LINE:
MUSEO SANS
300
See page 23 for Web-safe typeface
options.
22
Boston Children’s Hospital Web-safe typeface
While consistency is important, there are ARIAL REGULAR
some limitations when using typefaces

online. When Museo cannot be used in
digital applications or on the Web, Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

should be used as an alternative. 1234567890 $&!?”/;:# 1234567890 $&!?”/;:#
The color of the type should be Boston ARIAL BOLD
Blue. In the case where Boston Blue AaBbCcDdEe O12345 !?$/#

cannot be used or an alternative AaBbCcDdEe O12345 !?$/#
is needed, use Boston Black as a ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
substitute. See pages 5 and 6 for details. 1234567890 $&!?”/;:# 1234567890 $&!?”/;:#
23
Boston Children’s imagery and photography style
Overall, Boston Children’s Hospital’s

photography style is genuine,
unexpected and sensitive. Our
photographs should never feel staged
or artificial. Subjects should look natural,
never posed — as though captured in a
real moment.
Children, patients and families

Images of children should be
spontaneous and carefree; they should
capture the joy of childhood whenever
possible and support the tagline ideal
“Until every child is wellSM”. Outdoor
activities and bright natural
lighting are preferred.
Hospital staff and employees

Photographs of hospital staff and
employees should be active and shot
in real-life situations as appropriate.
Commercial stock images should not be
used to represent Boston Children’s staff
and employees.
For questions, please contact

our staff photographer at
photo@childrens.harvard.edu.
See next page for imagery dos

and do nots.
24
Boston Children’s imagery and photography style
Dos and do nots on image usage:
Do:
Use close cropping to focus on people in
order to increase dramatic effect or isolate
emotion.
Use good lighting with attention to depth
and shadow.
Be warm, playful and engaging (when
appropriate).
Have a fresh, unique and unexpected
viewpoint.
Reflect the diversity of our patients and
employees.
Show subjects following all proper safety
and regulatory procedures.
Use images that are technically sound,
properly color-balanced and reproduced at
the correct resolution.
Do not:
Show subjects in pain or distress unless
there is an editorial reason for doing so.
Use photos that are harshly lit, especially
from artificial overhead lighting.
Be overly dramatic or show subjects in
contrived or unrealistic situations.
Distort proportions. When resizing, make
sure that the height and width are scaled in
equal measure.
25
Boston Children’s Hospital print layout examples
Marketing layouts are constructed with
large blocks of solid color either on the
bottom or to one side, with all body Until there is no more asthma.
Until there is no more kidney disease.
Until there is no more diabetes.
No epilepsy.
copy reversed in block form. No heart defects.

No brain tumors.
Until there is no more cancer.
Until every child is well.
The headline should be placed within Until every child is free to live a whole, vibrant and healthy life,
there is Boston Children’s Hospital. From the simplest treatment
to the most complex procedure, no other pediatric hospital in the
nation is ranked higher. Discover one of our convenient specialty
care locations near you at bostonchildrens.org/until
the photograph usually with one key BOSTON | LEXINGTON | PEABODY | WALTHAM
word highlighted in the same color
as the color block.

Until every
The logo should be placed in the bottom
child is well.
Until
right-hand corner of the page.
Until every child is free to live a whole, vibrant and healthy
life, Boston Children’s Physicians South will be there. The
every
child
same doctors you’d see in Boston at Boston Children’s
Hospital now come to you on the South Shore. Learn more
at childrenshospital.org/until
is well.
We know what it’s like to care for children. We treat 170,000 of them
Boston Children’s Physicians South every year from more than 150 countries. And we’re committed
to doing it better than anyone else. Which may explain why no
other pediatric hospital in the nation ranks higher. Learn more about
Boston Children’s PhysiCians south our world-renowned specialty care at bostonchildrens.org/until
541 Main street | WeyMouth, Ma 02190
BOSTON | LEXINGTON | PEABODY | WALTHAM
Until
Date:06.20.12 CD: AD: CW: Date:06.05.12 CD: AD: CW:
t: 617.670.9700 t: 617.670.9700
f: 617.670.9711 Job#: CHBP12008 AE: TM: PR: f: 617.670.9711 Job#: CHBP12008 AE: TM: PR:
File: CHBP12008_Cast_Weymouth_V3_5.75x21 File: CHBP12008_Princess_11x10.5_V2

Live: 5.75” x 21” Live: 11” x 10.5”
Artwork Resolution: _____ Hi ___x__ Low Artwork location: _____ MMB __x___Vendor _____ Client Artwork Resolution: _____ Hi ___x__ Low Artwork location: _____ MMB __x___Vendor _____ Client
Publication: Publication:
every
child
is well.
Note: The U.S.News & World Report badges are

licensed for use by Boston Children’s Marketing and
Communications department. You may not use the
badge without their express permission.
Someday, maybe it will happen. Maybe children will be free to be children.

Free of illness. Free of injury. Until that day, we will work tirelessly to
help make them well again. Because we are Boston Children’s Hospital.
And no other pediatric hospital in the nation is ranked higher. Learn
more about all the conditions we treat at bostonchildrens.org/until
BOSTON | LEXINGTON | PEABODY | WALTHAM
t: 617.670.9700
Date:06.20.12
Job#: CHBP12008
CD:
AE:
AD:
TM:
CW:
PR:
26
f: 617.670.9711
File: CHBP12008_Scooter_V2_11x10.5
Live: 11” x 10.5”
Please contact the Boston Children’s Hospital
Marketing and Communications department at
creativeservices@childrens.harvard.edu
if you have any questions.

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Brand Style

v 1.1 | Jan. 2013

3 Boston Children’s Hospital brand

What is a brand? To maintain a consistent brand identity and increase

Confident that they are getting the

Respected as partners in the healing

Valued in everything we do.

Inspired by our passion and

Until every child is wellSM

To effectively represent our brand ­— in

This guide will provide you with the

Boston Children’s Hospital adheres to AP

If you have any questions about our

Primary colors USAGE: PRIMARY

identity, marketing, correspondence,

letterhead and business cards.

Pantone: 287C Pantone: 298C Pantone: White

Secondary colors USAGE: SECONDARY

secondary colors are used in marketing,

please refer to the type-color callout

use (unless used as a background color

for the white logo, as on page 14).

Tertiary colors USAGE: TERTIARY

over each color chip.

use (unless used as a background color Pantone: 7528C

Auxiliary color USAGE: AUXILIARY

Only in one-color collateral (newsprint) BOSTON BLACK

should the logo be “Boston Black” (see

pages 15 and 16 for assets).

used in type, Boston Black should be

Our tagline “Until every child is wellSM” USAGE: PRIMARY

is a mission statement and a promise.

The tagline must be used on covers of

The tagline must be followed with the

If design restrictions cannot be

The Boston Children’s Hospital logo 1x

is best displayed when surrounded by 1x

by the x-height of the Boston Children’s

It comprised of the nurse-and-child seal

The minimum size of the logo was

Do not change the logo’s original

Do not break apart the logo and use the

FOR USE: 0.5” - 0.99" WIDE

Shown at right are the three acceptable Secondary

Preference should always be given to

without the tagline, be sure that the

Only the variations pictured here should

The minimum size of the logo was Secondary logos

FOR USE: 0.375” - 0.74" WIDE

FOR USE: 1” - 1.624" WIDE

The Boston Children’s Hospital center,

These lockups may be used on

If any design solutions cannot be DESIGNATED CENTERS

reconciled with the logo lockups

DEPARTMENTS AND PROGRAMS

The reproduction of the Boston PRIMARY LOGO WITH TAGLINE

Children’s Hospital logo should always

If the primary Boston Children’s logo

When using the primary logo with the

The reproduction of the Boston PRIMARY LOGO WITH CENTER NAME

Children’s Hospital logo with center

If the primary Boston Children’s logo

case would maintain the Boston Sky

To effectively represent our brand — in